.

A PROJECT REPORT ON

“A STUDY ON CONSUMER SATISFACTION TOWARDS

RAYMOND”
Submitted to P.G Department of Commerce Khallikote (Autonomous) College
Berhampur in partial fulfilment for the award of

Bachelor Degree in Commerce

Submitted by

RABINDRA BADATYA
+3 Final Year Commerce
Exam Roll No: 011803CM127

Under the Guidance and Supervision of

SRI PRAVAT SAHOO, OES
Assistant Professor of Commerce

P.G DEPARTMENT OF COMMERCE, KHALLIKOTE

(AUTONOMOUS)COLLEGE, BERHAMPUR
 CERTIFICATE
This is to certify that the project report entitled “A STUDY ON FINANCIAL
STATEMENT ANALYSIS WITH REFERENCE TO ASIAN PAINTS” is a
record of research work done by GANGADHAR MAJHI during the period of
study under my guidance and supervision. This thesis has not formed the basis for
the award of any degree, diploma, fellowship or other similar title. It represents an
independent work on the part of the candidate.

RABINDRA BADATYA
+3 COMMERCE FINAL YEAR
ROLL NO.: 011803CM
 DECLARATION

I hereby declare that the thesis entitled A STUDY ON FINANCIAL STATEMENT

ANALYSIS WITH REFERENCE TO ASIAN PAINTS submitted to P.G
Department of Commerce Khallikote (Autonomous) College, Berhampur for the
award of Bachelor Degree in Commerce, is record of independent work done by me
under the guidance and supervision of Sri Pravat Sahoo, Assistant Professor of
Commerce, P.G Department of commerce, Khallikote (Autonomous) College,
Berhampur and that this work has not been submitted either in whole or in part
elsewhere for any other degree.

RABINDRA BADATYA
BERHAMPUR +3 COMMERCE FINAL YEAR
DATE: ROLL NO.: 011803CM
 ACKNOWLEDGEMENT

“Motivation causing people to act in certain direction is very necessary for the
success of any task, “Behind every successful student there is a teacher”,

I am extremely grateful to SRI. PRAVAT SAHOO, Assistance Professor of

P.G. Department of Commerce, Khallikote (Autonomous) College, Berhampur, My
Project Guide for his valuable guidance and constant encouragement throughout the
project study. I place my sincere gratitude to all those who have directly or indirectly
helped me in the successful completion of this project report.
Further, I would like to show my gratefulness to my other teacher and friends
who helped me in Providing relevant data connection with the project report

RABINDRA BADATYA
BERHAMPUR +3 COMMERCE FINAL YEAR
DATE: ROLL NO.: 011803CM
 Contents

Chapter Chapter Name Page No

1 Introduction 01 – 09

2 Industry Profile 10 – 18

3 Company Profile 19 – 35

4 Analysis of data and 36 – 61

Interpretation

5 Findings, Suggestions and 62 – 66

Conclusions

6 Questionnaire 67 – 71

Bibliography 72
A Study on Customer Satisfaction Towards Raymond’s

Chapter –– 1
Introduction
1.1 Introduction
1.2 Review of Literature
1.3 Need for the Study
1.4 Statement of the Problem
1.6 Objectives of the Study
1.7 Scope of the Study
1.8 Research Methodology
1.9 Method of data collection
1.10 Limitations of the study

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Introduction
1.1 Introduction
The brand Raymond is a premium formal wear brand which is positioned to offer classic garments with
impeccable fits and inviting styles to global Indian. The company was launched in 1925. The founder
was Mr. JUGGILAL SINGHANIA and at present the company is looked after by Mr. GAUTAM HARI
SINGHANIA. The products are made frompremium Raymond fabrics

Raymond over the years has become synonymous for trust, quality and style. It is the market leader in
suiting and shirting, tailored and readymade garments with more than 60% market share. It has
emerged as the undisputed market leader in the garment industry.

The brand Raymond has the unique perception over its customer’s psyche in comparison to its
competitors by constant value delivery through its good quality, vast range, updated materials, superb
distribution and intelligent advertising to all categories ranging from young professionals, corporate
executives, professors and bureaucrats.

The caption “THE COMPLETE MAN” speaks for the brand itself, it refers to a man who is a
Gentleman who has achieved 100% success through his own effort and blushes with confidence.

In this congested textile market, there are very few players who have really stood out. The task of
standing out although difficult is never impossible. Companies have done many different promotional
strategies to draw an image in the minds of the Indian consumers and make their brands stand out
from the others. In this context, Raymond deserves a special mention, the way it portrays in the
minds of the Indian consumers is really unique. This is one of the main reasons why we chose to
discuss about a brand like Raymond. Elegance, feel and the emotional appeal are the main features
of this elite product. Raymond as we know has had a very successful reach among its viewers and
this ad was quite a successful one. The soft background music, the various parts of life accompanied
by smiling faces made this as quite a rage in the early part of the millennium. Because of its
popularity we thought that it should be easy asking the citizens of various age groups, and we were
not wrong in assuming that. From the students to the businessmen to the professional businessmen,
Raymond plays an integral part in their daily lives.

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1.2 Review of Literature

Mr.’s. Thangavel etc. at all (2017), in their study about “A Study on Consumer Preference and
Satisfaction of Branded Clothing of Men - With Special Reference to Coimbatore City” stated that the
present study is mainly deals with consumer preference towards branded cloths and to ascertain the
brands of cloth most preferred by respondents in Coimbatore city. The study also examines
consumer's perception on branded cloth showrooms in Coimbatore city. The study is a descriptive
study. Primary data was collected with the help of structured questionnaire administered to 30
respondents in Coimbatore city. And the type of sampling was convenient sampling. Branding may
communicate several meanings to the consumer, which include the attribute, bennet, value, culture,
personality, and usage. In addition, branding will indicate the importance of loyalty, awareness,
quality, association and others. From the analysis of this study, it was shown that there are six factors
of brand loyalty that were appropriate in the environment which are, the brand name, product quality,
price, promotion, service quality and store environment. So, marketers should Nd it useful to
understand how loyalty factors innocence the consumer-buying behavior in the marketplace, which
can help in segmenting consumers and markets for their brands and marketing communication

Kumaran, J. Badrinarayanan & T. Praveen kumar (2017), in their article about “A Study on
Branded Apparels Customers Purchase Behavior with Reference to India” stated that the objective of
the paper is to examine the impact of perceived quality and emotional value on the purchase behavior
toward branded apparel in India. The study is used to determine the factors which influencing Indian
consumer purchasing behavior toward an Indian apparel brand. A respondent from Chennai took
part in this study. The sample size of the study is
320. The correlation and multiple regression tools were applied. The study identifies the buyer’s
behaviors and their perceived value towards branded readymade garments. This study provides
valuable strategic implications for Indian retailers who plan to expand their market.

V. SAI PRASANTH etc. at all (2018) in their article about “Brand awareness and customer
perception towards branded men’s wear” stated that the basic aim this research paper is to examine
the brand preference of selected branded cloths among professionals in Delhi and NCR region.
Brand, it is a symbol, name, phrase, design or any of the combination above. The use of brand is to
bring ease to everyone in identifying a product and tell it’s apart from its competitors. A product with
brand name and logo is given its identity, value and meaning. Brand is a source of relationships with
customers, promises to costumers and customer loyalty. Great brands present emotional benefits and

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not just rational/functional. Brand is a major issue in products strategy. The preference towards
branded attire depends on price, quality, advertisement etc. They also think that by wearing branded
cloths their status symbol increase and it gives priority to them in front of others. The results indicate
that status branding, brand attitude, paying premium for branded clothing, self-concept and reference
groups were found to have positive effects on male consumer buying behavior while increasing
consumer involvement in fashion clothing. This study expands understanding of consumer buying
behavior and highlights the factors that highly influence brand preference inmen’s wear.

Saima Khan (2017) in his article" Measuring brand equity of foreign fashion apparels in the Indian
market" Indian consumer and exacerbating the market competition. consumer-based brand equity
(CBBE) of international fashion apparels and apprehend their salience in the Indian market. branded
apparel market in India is a distinctive assortment of Indian and international names to gratify the
modern Indian consumer whose choice board constitutes Indian brands such as Westside, Raymond
and Biba, on the one hand, and foreign brands such as Chanel, Dior and Louis Vuitton, on the other
hand. Also, consumers’ tastes and preferences have evolved as a result of the increasing income
levels, changing demographics, urbanization, globalization and technological advancement
increasingly proliferating in the Indian apparel market but they need to adapt themselves to match the
sensibilities of Indian consumer because the products and brands people buy, product attributes they
value, and the benefits they desire are all culturally based. Only then will these foreign brands be able
to sustain in the domestic market and withstand the local competition branded apparel market is the
second largest segment of retail sale in India. Previously, the entry of foreign retailers in the Indian
market was restricted. Thus, only the rich and elite class could afford foreign brands as they were high
priced on account of their limited availability
Mohan raj Palanisamy (2017) in his article" Purchase Preferences Towards Apparel Brands"
shopping enjoyment, fashion consciousness, price consciousness, shopping confidence, brand/store
loyalty, convenience consciousness, in-home shopping, quick shopping, and impulse purchase
consumer’s tendency to continue to patronize the brand and /or online store they prefer, which also
suggests self confidence in the consumer’s ability to evaluate alternatives. were increasingly
interested in understanding the purchase intention of the customers. Majority of them explored the
direct relationship between individual dimensions such as purchase intention, attitude, shopping
orientation attempt has been made to identify the purchase preference towards apparel brands apparel
purchases were primarily need based. However, it also depends upon financial constraints and
sometimes time bound. The satisfaction of the respondents on apparel purchase were analyzed based

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on the variables such as: - price range, perception on brand as a whole, store location, window display,
store experience and
Monika Kumawat, Dr Shilpa Rathore (2018) in his article" A Study of Brand Awareness with
Sensory Feeling About Apparels of College Going Students "marketing technique in the area of
empirical marketing. But applying such marketing practices is a thought-provoking and overpriced
exercise for marketers, and researchers have called for more studies on senses and brand awareness.
sensory feelings towards brand awareness, the findings suggest that marketers should apply sensory
marketing indiscriminately to all product categories as consumer perception of benefits from apparel
brand leads to brand loyalty. economic world of demand and supply, price and quality act as the key
factors, which decided he success of any business. Here the key component is the cost of labor. And
thus, India and China possess a relative advantage in this industry due to their vast labor forces and
hence relatively low cost of labor. advantage of manufacturing fabrics thus fabric costs are
comparatively lower than in other countries. Due to their low-cost structure, they developed as the
Apparel sourcing choice for several international enterprises buying factors of production, property,
constructions, and machineries and also factors affecting incomes, including pricing, marketing, and
distribution. Other issues like labor, material, distribution costs and costs structure also affect the
sourcing choices. Wage charges are also a foremost factor in sourcingdecisions.
1.3 Need for the Study

• It helps to management to improve the services of what customer expects.

• It helps to compete with present competitors.
• It helps to improve the strategy and quality of the present services.
• This study will help us to understand Customer Satisfaction and their Needs
• Helpful for Manager to concentrate on their present and prospective Customers

1.4 Statement of the Problem

The most important statement is to identify the consumer preference and satisfaction of men clothing
users. Customers, what kind of branded cloths they like to wear. As we know that market,
segmentation has become an important tool used by retailers and marketers for identifying target
customers. Segmentation is the process of partitioning markets into segments of potential customers
who have similar characteristics and who are likely to exhibit similar purchasing behavior.
Segmentation has become a major tool of companies for planning marketing strategies. Segmentation
research has several objectives that include analyzing markets, finding a niche, and developing and

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capitalizing on a superior competitiveposition

1.6 Objectives of the Study

• To Find out the customer satisfaction towards Raymond’s fashion wear.

• To know the factors affecting customer behavior for making the purchase decision.
• To assess the needs, requirements and expectations of the customer in order to assesstheir
current satisfaction levels.
• To offer valuable suggestions to improve the services of Raymond in Shikora city.

1.7 Scope of the Study

The report is about Customer Satisfaction on Raymond’s wear and it helps us to know the Customer
Satisfaction provided by Raymond’s. It also helps to know about the different strategies used by
Raymond’s in Shivamogga. It also helps us to know the demand of Raymond’s products and changing
needs of customer time to time. With the study we can give suggestion regarding customer
satisfaction, promotional offers offered and how far it is going to the customer expectation and to
retain the existing customer as well as attracting thenew potential customer.

1.8 Research Methodology

The research work conducted on the basis of Descriptive research.

The research design is the basic plan, which guides the data collection and analysis through different
phases of the projects. It is therefore a frame work, which specified the type of information to be
collected, the source of data and collection procedure

The important point for the validation of any research study is based on what type of methodology is
adopted.

1.9 Limitations of the study

• The data collected from the customer may be biased

• Time Constraints
• Only 100 respondents have been chosen which is a small number, to represent whole ofthe
population

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Chapter –– 2
Industry Profile
2.1 Introduction
2.2 Indian Textile Industry Structure and Growth
2.3 Structure of India’s Textile Industry
2.4 Growth of Textile Industry
2.5 Size of Textile Industry in India
2.6 Present Status of Indian Textile Industry
2.7 Market Size
2.8 Investment
2.9 Government Initiatives
2.10 Achievements
2.11 Road Ahead

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Industry Profile
2.1 Introduction
The Textile Sector in India ranks next to Agriculture. Textile is one of India’s oldest industries and
has a formidable presence in the national economy in as much as it contributes to about 14 per cent of
manufacturing value-addition, accounts for around one-third of our gross export earnings and
provides gainful employment to millions of people. The textile industry occupies a unique place in
our country. One of the earliest to come into existence in India, it accounts for 14% of the total
Industrial production, contributes to nearly 30% of the total exports and is the second largest
employment generator after agriculture.

Textile Industry is providing one of the most basic needs of people and the holds importance;
maintaining sustained growth for improving quality of life. It has a unique position as a self- reliant
industry, from the production of raw materials to the delivery of finished products, with substantial
value-addition at each stage of processing; it is a major contribution to the country's economy. This
paper deals with structure, growth and size of the Indian textile industry, role of textile industry in
economy, key advantages of the industry, textile industry export and global scenario and strength,
weakness, opportunities and treats of the Indian textile industry.

The Indian textile industry is one of the largest in the world with a massive raw material and textiles
manufacturing base. Our economy is largely dependent on the textile manufacturing and trade in
addition to other major industries. About 27% of the foreign exchange earnings are on account of
export of textiles and clothing alone. The textiles and clothing sector contributes about 14% to the
industrial production and 3% to the gross domestic product of the country. Around 8% of the total
excise revenue collection is contributed by the textile industry. So much so, the textile industry
accounts for as large as 21% of the total employment generated in the economy. Around 35 million
people are directly employed in the textile manufacturing activities. Indirect employment including
the manpower engaged in agriculturally based raw-material production like cotton and related trade
and handling could bestated to be around another 60 million.

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A textile is the largest single industry in India (and amongst the biggest in the world), accounting for
about 20% of the total industrial production. It provides direct employment to around 20 million
people. Textile and clothing exports account for one-third of the total value of exports from the
country. There are 1,227 textile mills with a spinning capacity of about 29million spindles. While yarn
is mostly produced in the mills, fabrics are produced in the power loom and handloom sectors as well.
The Indian textile industry continues to be predominantly based on cotton, with about 65% of raw
materials consumed being cotton. Theyearly output of cotton cloth was about 12.8 billion m (about 42
billion ft). The manufacture of jute products (1.1 million metric tons) ranks next in importance to
cotton weaving. Textile is one of India’s oldest industries and has a formidable presence in the
national economy inasmuch as it contributes to about 14 per cent of manufacturing value-addition,
accounts for around one-third of our gross export earnings and provides gainful employment to
millions of people. They include cotton and jute growers, artisans and weavers who are engaged in the
organized as well as decentralized and household sectors spread across the entire country.

2.2 Indian Textile Industry Structure and Growth

India’s textile industry is one of the economy’s largest. In 2000/01, the textile and garment industries
accounted for about 4 percent of GDP, 14 percent of industrial output, 18 percent of industrial
employment, and 27 percent of export earnings (Hashim). India’s textile industryis also significant in
a global context, ranking second to China in the production of both cotton yarn and fabric and
fifth in the production of synthetic fibers and yarns.

In contrast to other major textile-producing countries, mostly mostly small-scale, nonintegrated

spinning, weaving, cloth finishing, and apparel enterprises, many of which use outdated technology,
characterize India’s textile sector. Some, mostly larger, firms operate in the “organized” sector where
firms must comply with numerous government labor and tax regulations. Most firms, however,
operate in the small-scale “unorganized” sector where regulations are less stringent and more easily
evaded. The unique structure of the Indian textile industry is due to the legacy of tax, labor, and other
regulatory policies that have favored small-scale, labor-intensive enterprises, while discriminating
against larger scale, more capital-intensive operations. The structure is also due to the historical
orientation towards meeting the needs of India’s predominately low- income domestic consumers,
rather than the world market. Policy reforms, which began in the 1980s and continued into the
1990s, have led to significant gains in technical efficiency and international competitiveness,
particularly in the spinning sector. However, broad scope remains for additional reforms that could

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enhance the efficiency and competitiveness of India’s weaving, fabric finishing, and apparel sectors.

2.3 Structure of India’s Textile Industry

Unlike other major textile-producing countries, India’s textile industry is comprised mostly of small-
scale, nonintegrated spinning, weaving, finishing, and apparel-making enterprises. This unique
industry structure is primarily a legacy of government policies that have promoted labor-intensive,
small-scale operations and discriminated against larger scale firms:

• Composite Mills. Relatively large-scale mills that integrate spinning, weaving and, sometimes,
fabric finishing is common in other major textile-producing countries. In India, however, these
types of mills now account for about only 3 percent of output in the textile sector. About 276
composite mills are now operating in India, most owned by the public sector and many
deemed financially “sick.”
• Spinning. Spinning is the process of converting cotton or manmade fiber into yarn to be used
for weaving and knitting. Largely due to deregulation beginning in the mid- 1980s, spinning is
the most consolidated and technically efficient sector in India’s textile industry. Average plant
size remains small, however, and technology outdated, relative to other major producers. In
2002/03, India’s spinning sector consisted of about 1,146 small-scale independent firms and
1,599 larger scale independent units.

• Weaving and Knitting. Weaving and knitting converts cotton, manmade, or blended yarns
into woven or knitted fabrics. India’s weaving and knitting sector remains highly fragmented,
small-scale, and labor-intensive. This sector consists of about 3.9 million handlooms, 380,000
“power loom” enterprises that operate about 1.7 million looms, and just 137,000 looms in
the various composite mills. “Power looms” are small firms, with an average loom
capacity of four to five owned by independent entrepreneurs or weavers. Modern shuttle less
looms account for less than 1 percent of loom capacity.
• Fabric Finishing. Fabric finishing (also referred to as processing), which includes dyeing,
printing, and other cloth preparation prior to the manufacture of clothing, is also dominated by
a large number of independent, small scale enterprises. Overall, about 2,300 processors are
operating in India, including about 2,100 independent units and 200 units that are integrated
with spinning, weaving, or knitting units.
• Clothing. Apparel is produced by about 77,000 small-scale units classified as domestic
manufacturers, manufacturer exporters, and fabricators (subcontractors).

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2.4 Growth of Textile Industry

India has already completed more than 50 years of its independence. The analysis of the growth
pattern of different segment of the industry during the last five decades of post-independence era
reveals that the growth of the industry during the first two decades after the independence had been
gradual, though lower and growth had been considerably slower during the third decade. The growth
thereafter picked up significantly during the fourth decade in each and every segment of the industry.
The peak level of its growth has however been reached during the fifth decade i.e., the last ten years
and more particularly in the 90s. The Textile Policy of 1985 and Economic Policy of 1991 focusing in
the direction of liberalization of economy and trade had in fact accelerated the growth in 1990s. The
spinning spearheaded the growth during this period and man-made fiber industry in the organized
sector and decentralized weaving sector.

2.5 Size of Textile Industry in India

• The textile industry in India covers a wide gamut of activities ranging from production of raw
material like cotton, jute, silk and wool to providing high value- added products such as
fabrics and garments to consumers.
• The industry uses a wide variety of fibers ranging from natural fibers like cotton, jute, silk and
wool to manmade fibers like polyester, viscose, acrylic and multiple blends of such fibers and
filament yarn.

• The textile industry plays a significant role in Indian economy by providing direct
employment to an estimated 35 million people, by contributing 4 per cent of GDP and
accounting for 35 per cent of gross export earnings. The textile sector contributes 14 per cent
of the value-addition in the manufacturing sector.
• Textile exports during the period of April-February 2003-2004 amounted to $11,698.5 million
as against $11,142.2 million during the same period in the previous year, showing an increase
of around 5 per cent.
• Estimates say that the textile sector might achieve about 15 to 18 per cent growth this year
following dismantling of MFA

2.6 Present Status of Indian Textile Industry

India’s textiles sector is one of the oldest industries in Indian economy dating back several centuries.
India's overall textile exports during FY 2017-18 stood at US$ 39.2 billion in FY18 and is expected to

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increase to US$ 82.00 billion by 2021. India’s textile and apparel exports stood at US$ 38.70 billion
in FY19 and is expected to increase to US$ 82.00 billion by 2021 from US$ 11.92 billion in FY20 (up
to July 2019).

The Indian textiles industry is extremely varied, with the hand-spun and hand-woven textiles sectors
at one end of the spectrum, while the capital-intensive sophisticated mills sector at the other end of the
spectrum. The decentralized power looms/ hosiery and knitting sector form the largest component of
the textiles sector. The close linkage of the textile industry to agriculture (for raw materials such as
cotton) and the ancient culture and traditions of the country in terms of textiles make the Indian
textiles sector unique in comparison to the industries of other countries. The Indian textile industry
has the capacity to produce a wide variety of products suitable to different market segments, both
within India and across the world.

2.7 Market Size

The Indian textiles industry, currently estimated at around US$ 150 billion, is expected to reach US$
250 billion by 2019. India’s textiles industry contributed seven per cent of the industry output (in
value terms) of India in 2018-19. It contributed two per cent to the GDP of

India and employs more than 45 million people in 2018-19. The sector contributed 15 percent to
the export earnings of India in 2018-19.

The textile industry has around 4.5 crore workers employed in textiles sector including 35.22lakh
handloom workers all over the country.

The production of raw cotton in India is estimated to have reached 33.7 million bales inFY19^.

2.8 Investment
The textiles sector has witnessed a spurt in investment during the last five years. The industry
(including dyed and printed) attracted Foreign Direct Investment (FDI) worth US$ 3.19 billion during
April 2000 to June 2019.

2.9 Government Initiatives

The Indian government has come up with a number of export promotion policies for the textiles
sector. It has also allowed 100 per cent FDI in the Indian textiles sector under the automatic route.

Initiatives taken by Government of India are:

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• The Directorate General of Foreign Trade (DGFT) has revised rates for incentives under the
Merchandise Exports from India Scheme (MEIS) for two subsectors of Textiles Industry -
Readymade garments and Made ups - from 2 per cent to 4 per cent.

• As of August 2018, the Government of India has increased the basic custom duty to 20 per
cent from 10 per cent on 501 textile products, to boost Make in India and indigenous
production.

• The Government of India announced a Special Package to boost exports by US$ 31 billion,
create one crore job opportunity and attract investments worth Rs 80,000 crore (US$ 11.93
billion) during 2018-2020. As of August 2018, it generated additional investments worth Rs
25,345 crore (US$ 3.78 billion) and exports worth Rs 57.28 billion (US$ 854.42 million).

• The Government of India has taken several measures including Amended Technology Up-
gradation Fund Scheme (A-TUFS), scheme is estimated to create employment for 35 lakh
people and enable investments worth Rs 95,000 crore (US$ 14.17 billion) by 2022.

• Integrated Wool Development Programmed (IWDP) approved by Government of India to

provide support to the wool sector starting from wool reader to end consumer which aims to
enhance the quality and increase the production during 2017-18 and 2019-20.

• The Cabinet Committee on Economic Affairs (CCEA), Government of India has approved a
new skill development scheme named 'Scheme for Capacity Building in Textile Sector
(SCBTS)' with an outlay of Rs 1,300 crore (US$ 202.9 million) from 2017-18 to 2019-20. As
of August 2019, 16 states have signed pacts with the Ministry of Textiles to partner with it for
skilling about four lakh workers under the scheme.

2.10 Achievements
Following are the achievements of the government in the past four years:

• I-ATUFS, a web-based claims monitoring, and tracking mechanism was launched onApril
21, 2016.

• 381 new block level clusters were sanctioned.

• Under the Scheme for Integrated Textile Parks (SITP), 59 textile parks weresanctioned out
of which 22 have been completed.

• Employment increased to 45 million in FY19 from 8.03 in FY15.

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2.11 Road Ahead

The future for the Indian textile industry looks promising, buoyed by both strong domestic
consumption as well as export demand. With consumerism and disposable income on the rise, the
retail sector has experienced a rapid growth in the past decade with the entry of several international
players like Marks & Spencer, Guess and Next into the Indian market.

High economic growth has resulted in higher disposable income. This has led to rise in demand for
products creating a huge domestic market.

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Chapter - 3 Company
Profile
3.1 Background and Inception of the Company
3.2 Vision & Mission Statement
3.3 Milestones
3.4 Awards and Achievements
3.5 Board of Directors
3.6 Competitors Information
3.7 Raymond Marketing Mix (4Ps) Strategy

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Company Profile
3.1 Background and Inception of the Company
Raymond is a fashion and a fabric retailer based out of India set up in 1925. It also manufactures
suiting fabrics and woolen fabrics. Raymond is the owner of such brands as Park Avenue, Raymond
Premium Apparel, Par and Color Plus. The Raymond Shop retails all its brands through a wide
network of 700 stores spread all across India and overseas in over 200 cities. Amongst the most
respected and one of the largest apparel manufacturers, Raymond is spearheaded by Gautam
Singhania. India’s most respect brand in terms of product quality and customer satisfaction, Raymond
and its joint ventures with leaders of fabric manufacturing and retailing makes it a textile major
enjoying repute like none other. Raymond also has dedicated design studios in not just India but also
Italy.

Incepted in 1925, Raymond has been synonymous with Trust, Quality and Excellence.

Raymond is a diversified group with majority business interests in Textile & Apparel sectors as well
as presence across diverse segments such as FMCG, Engineering and Prophylactics in national and
international markets. Having enjoyed the patronage of over a billion consumers, Raymond as a brand
has been consistently delivering world class quality products to its consumers since the past nine
decades.

Being a vertically and horizontally integrated manufacturer of Textiles, Raymond produces ‘The
finest fabric in the world’. With over 1100 exclusive stores spread across 380+ cities and an
expansive network of over 20,000 points-of-sale in India, Raymond and its brands are also available
in tier IV & V cities. Over the years, Raymond has emerged as a preferred choice for top design
houses across 55 countries. Raymond has also been a leading player in Shirting fabrics and is the No.1
brand in the OTC space. A formidable player in the Denim space, Raymond is also the top producer &
preferred supplier of high-quality Ring Denim to world’s leading Jeanswear brands. Given our fiber to
fabric manufacturing capabilities, Raymond is a textile powerhouse with state-of-the-art
manufacturing infrastructure, best industry practices that has raised the bar of Indian textile
manufacturing.

Having established its dominance in the Textiles, Raymond is also an aggressive player in the ready to
wear apparel segment with reputed brands such as Park Avenue, Raymond Ready to Wear Color Plus
& Par that are a part of its product portfolio. Having pioneered the innovative concept of customized

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clothing, ‘Raymond Made to Measure’ offers luxurious service allows discerning customers to
personalize their ensemble bringing together their ownpersonal taste.

The Raymond Group is present in the FMCG business through associate companies – J.K. Helene
Curtis Limited and J.K. Ansell Private Limited (JKAL). Through these companies, Raymond Group
caters mainly to the male grooming segment through pioneering brands like Park Avenue and KS;
home care segment through Premium brand and sexual wellness segment through Kamasutra
brand.

Raymond Group also has an extensive presence in the B2B space, through its garmenting business.
Raymond’s state of the art & wholly owned subsidiaries such as Silver Spark Apparel Ltd,
Celebrations Apparel Ltd & Ever blue Apparel Ltd by crafts suits, trousers, shirts & Jeans for leading
fashion labels across the world and is the only manufacturer of Fullcanvas premium Jackets in India.

Raymond Ltd. ventured into the engineering business with the establishment of JK Files (India) Ltd.
in 1949. Today, JK Files Ltd. is a leading manufacturer of steel files in the world with a domestic
market share of about 65% in the files business. The group also has a presence in the auto components
industry through its subsidiary Ring Plus Aqua Ltd. This business comprises of the manufacture of
Ring Gears, Flex plates and Water pump bearings. The company is present in diverse industry
segments such as Automotive, Industrial and Power generators, Agricultural and Marine Applications,
marked by strong relationships withdomestic and international OEMs.

3.2 Vision & Mission Statement

Crafting world class formal wear and accessories for delivering “The Complete Man”globally, whilst
value adding to all stakeholders on a sustained basis.

Mission

• Consistently manufacture quality garments with a global appeal and meeting theglobal
aspirations always.
• Create a paradigm shift in the quality of life of the under privileged sections of
community at large by including and up skilling them, always.
• Create a seamless and safe ecosystem of internal and external customers who wouldbe
delighted to associate with us, always.
• Contributed to the society by way of interventions for socio economic betterment,
particularly of women always.

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Quality Policy
We are an organization of noble culture with component human resources, multi-product expertise
and continual process improvement committed to delight customers by consistently delivering high
quality products on time.

3.3 Milestones

In 1925, a small woolen mill named as Raymond Woolen Mill was set up in Thane.

1944

When Lala Kailash pat Singhania took over Raymond in 1944, the mill was used to manufacture
coarse woolen blankets and modest quantities of low-priced woolen fabrics. Soon Raymond embarked
upon a gradual phase of adapting new technology innovations which led to the production of superior
quality fabrics.

1950
Post-independence, in a quest to become self-reliant, production commenced at the company’s new
manufacturing unit JK Files in 1950. The unit manufactured indigenous engineering files.

1952

Gopalkrishna Singhania arrived to assist his uncle Lala Kailashpat Singhania at the RaymondMills in
Mumbai.

1958

Raymond became the first company to blend polyester with wool and introduced Terool — a runaway
success that was the forerunner in the series of superfine fabric blends that was launched later.

Raymond forayed into retail sector by opening the first exclusive retail showroom in King’s Corner –
Ballard Estate in Mumbai.

1960

1960s earmarked total replacement of machinery with sophisticated machinery and since then
modernization has become a way of life at Raymond. Raymond was the first in the country to import
most modern machinery which was ever available in the world at that time.

1967

In 1967, the company launched Trovine — a first of its kind cool and comfortable fabricideal for

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Indian summers.

1968

Set up of a readymade garments plant in Thane.

1979

In 1979, a new manufacturing facility was set up at Jalgaon, to meet the increasing demandfor
worsted woolen fabrics.

1980
In 1980, Dr Vijay pat Singhania, the son of Lala Kailash pat Singhania took over the reins as the
Chairman of Raymond. An AMP Alumnus from Harvard and a high flier in spirit and deed, it was
under his leadership that the group forayed into several new areas such as polyester filament yarn,
indigo denim, cold rolled steel, prophylactics and charter air services

1984

A new plant was set up in 1984, that enabled Raymond’s to upgrade the quality of its traditional
product line of woolen blankets and produce a superior variety of shawls and blankets. Raymond was
the pioneer in the development of machine washable wool and wool blended suiting with a variety of
finishes to offer total easy care and stain proof fabric

1986

Launched in 1986, Park Avenue provides stylish and innovative wardrobe solutions to well- dressed
gentlemen. As India's premium lifestyle brand, its designs embody the latest in international fabric,
styling, color and fashion trends.

1990

The first showroom abroad for Raymond in Oman in 1990.

1991

In 1991, the company launched Kamasutra India’s premium condom brand. Within a year ofthe
launch Kamasutra became the second largest condom selling brand in India.

1995

In 1995, the company introduced a range of superfine pure wool collection under the lineageline
(Super 100S to Super 140S).

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1996

Also, the group forayed into the aviation sector in 1996 with the launch of RaymondAviation.
Raymond Aviation provides air charter services to corporate travelers in India.

The company also forayed into manufacturing Denim 1996; focusing on quality, innovationand the
creation of exclusive products & designs that have always caught the eye of some of the world's
leading Jeanswear brands as well as making it amongst the top producers of specialtyring denim in
India with a 60% market share.

1999

In 1999 Parx a premium casual wear brand was launched to offer customers a range of semi-formal and
casual clothes.

2000

"Mr. Gautam Singhania was appointed Chairman and Managing Director of RaymondLimited in the
year 2000."

2002

The year 2002 witnessed the acquisition of Color Plus

2003

Silver Spark Apparel Limited was set up in 2003 for manufacturing suits and formal trouserscatering
largely to export markets.

2005

In 2005, Raymond achieved a rare feat and a historical milestone with the creation of the world's
finest worsted-suiting fabrics from the finest wool ever produced in the world- The Super 230s made
up of 11.8 micron of wool.

2006

A Greenfield unit was set up in Kolhapur in 2006 to produce high value cotton shirting.

World’s largest integrated composite Textile mill was set up Vapi in 2006 to produce finestquality
worsted fabric

2008

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The year 2008 witnessed the launch of Readymade garments under the Raymond brand namenow
known as Raymond Ready to Wear.

2011
In 2011, Raymond is the first textile company in the world to produce the Super 250s fabric. and the
first in India to produce innovative fabrics from bamboo fiber, stain resistant and UV resistant fabrics
and many such innovations.

2014

In 2014, opened the first EBO for Raymond Ready to Wear

2016

Launched Techno smart- Smartest fabric in the World Setting up

a new regional office in Dubai, Middle East

Laid the foundation Stone for setting up a greenfield Textile manufacturing Plant in Amravati

Construction begins for greenfield manufacturing/garmenting facility in Ethiopia

2017

Garmenting Plant commissioned at Hawassa in EthiopiaA new

office established in New York, USA

3.4 Awards and Achievements

TEXTILE

• Raymond 'The Complete Man' TV commercial (husband-baby) has won the "NationalLadle
Media & Advertising Award for Gender Sensitivity 2013-14"

• Raymond Vapi plant has won the Second Prize in the National Energy ConservationAward
2013

• Raymond has been placed at the top of the 'Textile and Garment' segment as the 'Most
Admired Companies in India 2013' by Fortune magazine

• The Business world Most Respected Company Award 2011 in the Apparel & Textile
category

• Raymond has been ranked 20th in "The Brand Trust Report, India Study, 2011"

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• Images Fashion Awards 2009 - Most Admired Textile Brand of the Year
• Reader's Digest - Platinum Trusted Brand, 2008

• Lyrca Images Fashion Awards 2008 - Most Admired Textile Brand of the Year

• Lyrca Images Fashion Awards 2008 - Most Admired Suiting Brand of the Year

• CNBC Consumer Award 2007 - The Best Branded Readymade Garment and Textile

APPAREL

• Park Avenue has won the Best Design Concept of the year Award for Innovative AUTOFIT
Concept at Images Fashion Awards 2015.

• Raymond has won the 'Best Retail Store Design for Fashion Apparel brand" for Raymond
Ready-to-wear store, Viviana Mall, Thane from Visual Merchandising & Retail Design
Awards 2015.

• Park Avenue has won the 'Retailer of the Year - Fashion & Lifestyle' Award at Asia Retail
Congress 2015.

• Parx has won the 'Best Use of Social Media in Digital Marketing' Award at Asia Retail
Congress 2015.

• Color Plus awarded for 'Impactful Retail Design and Visual Merchandising' - Asia Retail
Congress 2013

• Color Plus awarded for 'Impactful Retail Design and Visual Merchandising' - Asia Retail
Congress 2013

• Raymond has won the 'Most Trusted Apparel Brand 2011' Award from Economic Times
Brand Equity

• PARK AVENUE has won the 'Most Preferred Men's Apparel Brand' under the Lifestyle
category in the NORTH EAST CONSUMER AWARDS 2011

• Park Avenue has been ranked 36th 'Most Trusted Personal Care Brand 2011' in Economic
Times Brand Equity

• Images Fashion Awards 2011 - Most Admired Men's Formalwear Brand of the Year

• Images Fashion Awards 2009 - Most Admired Menswear Brand of the Year
• Lyrca Images Fashion Awards 2008 - Most Innovative Lycra Brand of the Year

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RETAIL

• Raymond has won the 'Best Window Display 2015" for Colors of Wool campaign from Visual
Merchandising & Retail Design Awards 2015.

• Raymond has won the 'Best Shop Fitting, 2nd Merit prize" for Raymond Ready-to- wear store,
Viviana Mall, Thane from Visual Merchandising & Retail Design Awards 2015.

• Raymond Made-to-Measure has won the 'Retail Idea of the Year 2013' from ET Retail Awards
2013.

• Raymond Retail has won the 'Most Innovative Retailer of the Year 2012' from 10th National
Franchising and Retail Industry Awards.

• Raymond Made-to-Measure has won the 'Most Innovative Store Design' from ET Retail
Awards 2011.

• Color Plus awarded for 'Impactful Retail Design and Visual Merchandising' - Asia Retail
Congress 2013

ENGINEERING

• JK Files (India) Ltd. – Chiplun Unit has won the coveted "INDIZEN 2014 Award" for
Excellence in Operations from KAIZEN Institute of India at National Case Study Competition

• EEPC (Engineering Export Promotion Council) India "Export Excellence Award 2011-2012"
for Hand Tools Exports in the category of Large Enterprise

• EEPC (Engineering Export Promotion Council) India "Star Performer Award Year 2008-
2009" for the highest engineering exports in Hand Tools (Large Enterprise)

PERSONAL CARE

• Park Avenue Beer Shampoo has won a bronze at the WARC Strategy Awards 2014.
• JKHC has won the INDIASTAR 2014 Awards for packaging in Park Avenue Beer Shampoo
and Shower Gel.

• Raymond Fragrance has won the 'Best Consumer Packaging in Asia' from Asia Star Award
2012.

INTERNATIONAL BUSINESS

DHL & CNBC TV18 International Trade Awards 2006-07 - 'Outstanding Exporter Award' in the

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engineering category

HR

• Raymond has won an Award for best Talent Management practices in Asia by the Learning &
Organization Development Roundtable Network.

• ACCOR Services - (International Leaders and India's Foremost in Employee Benefits,

Motivation and Loyalty Solutions) - Presented the "Global HR Excellence Awards 2007-08"
for the Outstanding Contribution to the Cause of Education at the Asia Pacific HRM Congress

3.5 Board of Directors

GAUTAM HARI SINGHANIA

Chairman & Managing Director

The transformation journey at Raymond is conceptualized to create a new-age organization that is

geared to outpace competitors and drive higher growth & profitability. SANJAY BAHL

Group CFO

Driving innovation with a focus on topline and profitable growth in core businesses through defined
road-map for each business to enhance shareholder value is the new success imperative now at
Raymond

SANJAY BEHL

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CEO - lifestyle

Having started our transformation journey a few years back, we are today at an inflectionpoint
where-in we are investing to build Raymond as the complete

3.6 Competitors Information

1) Prakash Woolen Mills Ltd.
2) Shri Dinesh Mills Ltd.
3) Gee El Woolen Ltd.
4) Arvind Mills Ltd.
5) Louis Philippe Ltd.
6) Zodiac Clothing Ltd.

3.7 Raymond Marketing Mix (4Ps) Strategy

Marketing Mix of Raymond analyses the brand/company which covers 4Ps (Product, Price, Place,
Promotion) and explains the Raymond marketing strategy. The article elaborates the pricing,
advertising & distribution strategies used by the company.

Let us start the Raymond Marketing Mix:

Product:

The product strategy and mix in Raymond marketing strategy can be explained as follows:

Raymond is one of the leading Indian fashion retail company. Under its various brands Raymond
retails a number of clothes classified into trousers, shirting, jackets, suits, jeans and others. Raymond
has a production capacity of 1.5 million garments per year. Its product line also includes celebratory

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shirts, dress shirts, formal shirts in its marketing mix. The sizes include small, large, extra-large as
well as plus sizes. Raymond’s has brands like Color plus, Park Avenue, Par etc. Under the Raymond
brand, Park Avenue also manufactures and sells fragrances, shaving systems, body care solutions and
hair care products. These are suave and meet the current expectations of modern men. They are also
into the retail of body sprays and deodorizers as well as deodorants. Raymond’s home furnishings
include curtains and designer upholstery as well as luxury fabrics for home décor.

Price:

Below is the pricing strategy in Raymond marketing strategy:

Raymond through its separate brands caters to the needs of all kinds of markets and clearly positions
its products to a substantial Indian market. The pricing strategy of its offerings in its marketing mix is
as follows. Consumers opting for budget or entry level shirting’s and other apparels are retailed
through Par and Color Plus. In India, shirting’s and trousers begin from Rs 1,000 going all the way
up to Rs 10,000 depending on the type of fabric, stitching and workmanship involved, retail outlet
location, color and size. Besides these, Raymond through its flagship ‘Raymond’ and ‘Park Avenue’
cater to the higher spending customers who do not mind paying the extra premium for a product
offering superior quality, stitching, wrinkle free or other feature laden characteristics. These command
a premium over the budget clothing that Raymond offers but are still competitively priced compared
to other market players.

Place:

Following is the distribution strategy of Raymond:

Raymond has got a significant presence not only in India, but also a global imprint. Being the world’s
largest manufacturer of suiting fabrics and commanding a whopping 60% market share, Raymond has
made its presence felt in over 55 countries. It has a production capacity of 38 million meters and is
one of the only companies to produce fabrics which are worsted and wool blended. Countries to
which Raymond exports its products include the European Union, Canada, USA, Japan and Australia.
Its manufacturing plants are state of the art and include fully integrated plants in Chindwara, Central
India, Jalgaon in Maharashtra and Vapi in Gujarat.

These also deploy modern technological and quality control systems such as ISO 9001 and (ISO
14001) Environment Control Systems.

Promotion:

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The promotional and advertising strategy in the Raymond marketing strategy is as follows:

Raymond promotional marketing efforts follow a well-structured approach to clearly relay product
information based on several parameters to a clearly defined and segregated market. The “Complete
Man” tagline & slogan of Raymond is extremely popular. The technical

parameters underlying some of Raymond’s advertisements range from basic protection from various
weather conditions to functional parameters to another set of target market with a parameter including
wrinkle free, easy to wash, comfort lining and with thermos buttons. Yet another category of
consumers is influenced and attracted by emotions style and a sense of fashion embedded in
advertising campaigns run by Raymond for its premium offerings. Campaigns include such mediums
as ATL and BTL advertising such as newspapers, fashion magazines, fashion channels on television,
Radio, TVCs. Hence, this completes the entire marketing mix of Raymond brand.

Strengths in the SWOT Analysis of Raymond:

Strong Brand Name: Raymond is almost a 100-year-old brand and has sustained through different
phases and fashion trends in India and all over the world through the trust and credibility of its
customers. It has a very strong Brand image and has been successful in satisfying its customers.

Popular Tagline “Raymond: The complete man”: Raymond has been able to create a strong and
well-renowned tagline “The complete man”. This tagline has been defining Raymond over the years.
This has helped Raymond create a strong image and brand recall of Raymond and has made its
advertisements very popular.

Product Line Extension: Raymond has been successful in extending its product line intoother popular
brands to target various age and income groups. Raymond owns popular brands Park Avenue, Color
Plus & Park. These brands have been successful in enhancing the customer base for
Raymond and adding new revenue sources.

The Raymond Shop: The Raymond Shop is a chain of stores through which the company retains all
the brands under it. It has been a successful venture for Raymond in terms of engaging its customers
through its brands and has also contributed heavily in increasing the sales.

Weaknesses in the SWOT Analysis of Raymond:

Low Global Penetration: Raymond has the major presence in India and some South East Asian
nations which is very low as compared to its major competitors which are a weakness for the
company.

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Over Dependence on Indian market: Majority of Raymond’s revenue comes from India and thus it
makes the company vulnerable to any economic, political or social changes that happen in the nation.

Opportunities in the SWOT Analysis of Raymond:

Increasing Disposable Income in India: Disposable income in India has been increasing over the
years and is expected to increase further at a rapid pace. This will certainly increase demand in the
apparel industry.

Growing Middle Class: The Indian middle class have experienced a shift in their spending pattern.
The middle-class population of India can create high demand in the near future.

Global Expansion: Raymond has a product portfolio which can attract many markets around the
world like African countries, Middle East etc. Raymond should look forward to expanding globally
to increase its customer base and revenues.

Threats in the SWOT Analysis of Raymond:

Intense Competition: Raymond competes with various local and global players in the market.
Intense competition in the market puts pricing pressure and reduce market share inthe industry.

The abundance of counterfeit products: Presence of counterfeit products, especially in the Indian
market, is in abundance. This not only affects the sales of the brands but also affect thebrand image.

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Chapter - 4
Analysis of data and interpretation
•• Tables
•• Graphs
•• Interpretation

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Analysis of data and interpretation

Table No: 4. 1: Classification of Respondents on the Basis of Gender

Gender Percentage
Male 68
Female 32
Total 100

Graph: 4. 1

80
68
70

60

50

40
32
30

20

10

0
Male Female

Interpretation
The above table and graph analysis represent that 68% of the respondents are male and 32%of the
respondents are female.
It interprets that Majority of the respondents found in the survey are male (68%).

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Table No: 4. 3: Classification on the Basis of Age Group

Age group Percentage

Between 18 -24 36

Between 25 - 34 16

Between 35-44 28

Above 45 20

Total 100

Graph 4. 3
40
36
35

30 28

25
20
20
16
15

10

0
Between 18 -24 Between 25 - 34 Between 35-44 Above 45

Interpretation
The above table and graph analysis represent that 36% respondents are from the age group of
between 18- 24, 16% respondents rare from the age group of between 25-24, 28% respondents are
from the age group of between 35- 44, 20% respondents are from the age group of between above 45
years.

It interprets that Majority of the respondents are from the age group of between 18- 24 (36%)

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Table No: 4. 5: Classification on the Basis of Designation

Designation Percentage
Professional 24
Business men 28
Govt. Employees 24
Student 24
Others 0
Total 100

Graph: 4. 5
30 28

25 24 24 24

20

15

10

5
0
0
Professional Business men Govt Employees Student Others

Interpretation
The above table and graph analysis represent that 24% of the Respondents are Professionals, 28% of
the Respondents are Businessmen, 24% of the Respondents are govt. Employees and 24% of the
Respondents are Students.
It interprets that Majority of the respondents are businessmen. (28%)

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Table No: 4. 6: Classification on the Basis Monthly Income

Particular Percentage
Less than 10000 20
10000 -15000 28
15000 -20000 4
Above 20000 48
Total 100
Source: Primary Data
Graph: 4. 6

60

50 48

40

30 28

20
20

10
4

0
Less than 10000 10000 -15000 15000 -20000 Above 20000

Interpretation
The above table and graph analysis represent 20% of the respondent’s monthly income belongs to less
than 10000, 28% of the respondent’s monthly income belongs to between 10000- 15000, 4% of the
respondent’s monthly income belongs 15000-20000, 48% of the respondent’s monthly income
belongs 20000 and above.
It interprets that Majority of the respondent’s monthly income belongs to above 20000 per month.

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Table No: 4. 7 Table showing frequency of Purchasing Cloths

Particular Percentage
Occasionally 28
Frequently 20
Once in a year 24
At the time of offer 28
Total 100
Source: Primary Data
Graph: 4. 10
30 28 28

25 24

20
20

15

10

0
Occasionally Frequently Once in a year At the time of offer

Interpretation
The above table and graph analysis represent 28% of the Respondents purchasing Raymond Products
occasionally, 20% of the Respondents purchasing Raymond Products frequently, 24% of the
Respondents purchasing Raymond Products once in a year and 28% of the Respondents purchasing
Raymond Products at the time of offer.
It interprets that Majority of the Respondents purchasing Raymond Products occasionally (28%)

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Table No: 4. 8 Table shows respondents come to know about Raymond

Particular Percentage
Advertisement 40
Word of Mouth 20
Observation 8
Brand image 32
Total 100

Graph: 4. 8
45
40
40
35 32
30
25
20
20
15

10 8

5
0
Advertisement Word of Mouth Observation Brand image

Interpretation
The above table and graph analysis represent 40 % of the respondents come to know about Raymond
through advertisement, 20% of the respondents come to know about Raymond through word of
mouth, 8% of the respondents come to know about Raymond through observation and 32% of the
respondents come to know about Raymond through brand image of the company
It interprets that Majority of the respondents come to know about Raymond through
Advertisement (40%)

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Table No: 4. 11: Table shows respondents do care about using brands
Particular Percentage
Slightly 36
Strongly 32

Not much 16
Never 16

Total 100

Graph: 4. 11

40
36
35 32
30
25

20
16 16
15
10

0
Slightly Strongly Not much Never

Interpretation
The above table and graph represent that 36% of the respondents are slightly care about using Brand,
32% of the respondents are strongly care about using Brand, 16% of the respondents are not much
care about using Brand, 16% of the respondents are never care about using Brand.

It interprets that Majority of the respondents are slightly care about using Brand (36%)

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Table No: 4. 14: Table shows respondents usually buying Raymond Product Category
Particular Percentage
Top wear 16
Bottom wear 12
Ethnic wear 20
Accessories 32
Layers 4
Footwear 32
Total 100

Graph: 4. 14
35
32 32

30

25
20
20
16
15
12

10

5 4

0
Top wear Bottom wear Ethnic wear Accessories Layers Footwear

Interpretation
The above table and graph analysis represent that 16% of the respondents are usually buy top wear,
12% of the respondents are usually buy bottom wear, 20% of the respondents are usually buy ethnic
wear, 32% of the respondents are usually buy Accessories, 4% of the respondents are usually buy
layers 32% of the respondents are usually buy Footwear. It interprets that Majority % of the
respondents are usually buy accessories and Foot ware (32%)

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Table No: 4. 16: Table shows according to them, help build a good brand image

Particular Percentage
Quality 48
Communication strategies 12
Competitive pricing 12
Others 28
Total 100
Source: Primary Data
Graph: 4. 16

60

50 48

40

30 28

20
12 12
10

0
Quality Communication Competitive pricing Others
strategies

Interpretation
The above graph analysis represents that 48% of the respondents are opined that according to
them quality help build a good brand image 12% of the respondents are opined that according
to them Communication strategies help build a good brand image 12% of the respondents are
opined that according to them Competitive pricing help build a good brand image 28% of the
respondents are belongs to others.
It interprets that Majority of the respondents are opined that according to them quality help
build a good brand image (48%)

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Table No: 4. 17: Table shows respondents remember most of Raymond Advertisement
Particular Percentage
TV Advertisement 44
News paper 12
Weekly Magazine 20
Display boards and Banners 24
Total 100
Source: Primary Data
Graph: 4. 17

50
44
45
40
35
30
24
25
20
20
15 12
10
5
0
TV Advertisement News paper Weekly Magazine Display boards and
Banners

Interpretation
The above graph analysis represents that 44% of the respondents remember most of
Raymond Advertisement in TV, 12 remember most of Raymond Advertisement in news
paper, 20 remember most of Raymond Advertisement in weekly magazine, 24 remember
most of Raymond Advertisement in display board and banners.
It interprets that Majority of the respondents remember most of Raymond Advertisement in
TV Advertisement (44%)

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Table No: 4. 21 Table shows respondents rate the quality of Raymond product
Particular Percentage
Very high quality 32
Good quality 40
Neutral 16
Average quality 4
Bad quality 8
Total 100

Graph: 4. 21
45
40
40
35 32
30
25

20
16
15
10 8
4
5

0
Very high quality Good quality Neutral Average quality Bad quality

Interpretation

The Above Table Analysis represents 32% of the respondents are opined that Raymond
product is very high quality, 40% of the respondents are opined that Raymond product is
good quality, 16% of the respondents are opined that Raymond product is neutral, 4% of the
respondents are opined that Raymond product is Average quality, 8% of the respondents are
opined that Raymond product is bad quality.

It interprets that Majority of the respondents are opined that Raymond product is Good
Quality (40%)

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Table No: 4.22: Table shows information mentioned over the packaging of the product
satisfactory to educate the customers
Particular Percentage

Yes 56

No 44

Total 100

Graph: 4. 22

60 56

50
44

40

30

20

10

0
Yes No

Interpretation
The above table analysis represents that 56 % of the respondents are agreed that information
mentioned over the packaging of the product satisfactory to educate the customers, 44% of
the respondents are not agreed that information mentioned over the packaging of the product
satisfactory to educate the customers
It interprets that Majority of the respondents are agreed that information mentioned over the
packaging of the product satisfactory to educate the customers (56%)

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Table No: 4. 23: Table shows respondents differentiate Raymond with other brand in
terms of
Particular Percentage
Quality 24
Service provided 16
Customer relation 20
Any other 40
Total 100

Graph: 4. 23
45
40
40
35

30
24
25
20
20
16
15
10

0
Quality Service provided Customer relation Any other

Interpretation
The above graph analysis represents that 24% of the respondents are differentiate Raymond
with other brand in terms of quality. 16% of the respondents are differentiate Raymond with
other brand in terms of service provided. 20% of the respondents are differentiate Raymond
with other brand in terms of customer relation 40% of the respondents are differentiate
Raymond with other brand in terms of any other.
It interprets that Majority of the respondents differentiate Raymond with other brand in terms
of others (40%)

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Table No: 4. 24: Table shows continue to purchase Raymond in future

Particular Percentage
Yes 44
No 12

Not sure 44

Total 100

Graph: 4. 24

50
44 44
45
40
35
30
25
20
15 12
10
5
0
Yes No Not sure

Interpretation

The above graph analysis represents that 44% of the respondents are continue to purchase
Raymond in future, 12% of the respondents are not continue to purchase Raymond in future.
44% of the respondents are not sure about continue to purchase Raymond in future.

It interprets that Majority of the respondents are continue to purchase Raymond in future
(44%)

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Chapter –– 5
Findings, Suggestion and Conclusion
5.1 Findings
5.2 Suggestions
5.3 Conclusion

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Findings, Suggestion and Conclusion

5.1 Findings

• Majority of the respondents found in the survey are male (68%).

• Majority of the respondents found in the survey are married. (60%).
• Majority of the respondents are from the age group of between 18- 24 (36%)
• Majority of the respondents are graduates. (36%)
• Majority of the respondents are businessmen. (28%)
• Majority of the respondent’s monthly income belongs to above 20000 per month.
• Majority of the Respondents purchasing Raymond Products occasionally (28%)
• Majority of the respondents come to know about Raymond through
Advertisement (40%)
• Majority of the respondents are extremely familiar with Raymond Products (32%)
• Majority of the respondents are known OCM brand apart from Raymond (32%)
• Majority of the respondents are slightly care about using Brand (36%)
• Majority of the respondents recall Raymond advertisement in any Magazines (68%)

• Majority of the respondents saw Raymond advertisement in The Week

Magazine (40%)
• Majority % of the respondents are usually buy accessories and Foot ware (32%)
• Majority think of Brand Name of Raymond is normal (32%)
• Majority of the respondents are opined that according to them quality help build agood
brand image (48%)
• Majority of the respondents remember most of Raymond Advertisement in TV
Advertisement (44%)
• Majority of the respondents agreed that Raymond advertisement approaching to buymore
(72%)
• Majority of the respondents opined that advertisement of Raymond is attractive (36%)
• Majority of the respondents strongly agreed that Raymond advertisement is goodcompare
to other products (40%)

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• Majority of the respondents are opined that Raymond product is Good Quality (40%)
• Majority of the respondents are agreed that information mentioned over the packagingof the
product satisfactory to educate the customers (56%)
• Majority of the respondents differentiate Raymond with other brand in terms ofothers
(40%)
• Majority of the respondents are continuing to purchase Raymond in future (44%)
• Majority of the respondents recommend to buy Raymond to others (48%)

Suggestions

• Raymond’s fashion wear should increase its awareness among people as the competition is
increasing day by day.
• Raymond’s fashion wear should give more emphasis on new generation as they have much
concern towards their garments and can be their prospective customers.
• Promotional strategies such as incorporating innovative design, decorative materials, a
diversified product (casual wears, kids wears) has to be promoted more. Retailers adopt the
strategy of standardizing the products (introducing standard size to body shapes- comfort,
regular, straight and trim fits).
• Majority of the buyers are young hence, the product should be associated with the style and
current taste, fashion of the customer which will attract the youths.
• Present day consumers are not only looking the price but package of the deliverables which
too is concentrated.
• Promotional scheme such as discount, free offers with purchase is suggested to increase sales
of branded products.
• Unique selling points are used by the retailers, which guarantee that the buyer gets high quality
product at cheaper price.

5.2 Conclusion
The preference of consumers for readymade outfits even for branded apparels is fast changing
caused by the creation of personality and status with the quality and comfort they deliver. Due to the
increased awareness and consciousness, people are ready to spend any price for comfort and quality.
Intense era provides high quality materials and lot of variety in Indian garment market to satisfy the
desire of customers. The customers are also utilizing the opportunity too. The results confirm that

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Indian people have become highly brand conscious presently.

Hence, brand image is a not a significant factor in choosing the product or brand to buy. There are
other aspects like, quality, comfort, expectations and demographic characteristics are also influence to
the purchasing decision that dominate the purchase decision of males and females. From the
analytical introspection it is evident that the gender differences do exist with respect to build
attitude towards fashionable apparels and brands. Further, the variation in age and income is not
significant as consumers preferred brands or outfitsirrespective of that.

Raymond’s which refers to the maximum frequency of recalling the brands. It is the most familiar and
favorite brands also among brand aware consumers, specifically in context of India. Finally, males
and females are not having any significant differences in their brand awareness, shopping frequency
and shopping expenditure. Males are equally interested to go for shopping as females along with they
spend excess money during shopping than their female counterparts. Frequency of males going for
shopping with their companions has increased over times and has reached almost at par with that of
females. Attitude of males towards clothing varies from that of females. There are two factors are
found during measuring attitude of consumers towards branded apparels, Intrinsic Pleasure and
Prestige and Status. Intrinsic Pleasure included pleasure and significance, in the same way, Prestige
and Status integrated status, impression and acceptance of the branded products.

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Questionnaire
Respected Sir/ Madam,
I am Arpita. D.K student of Final year BBA in PESIAMS, Shivamogga as a part of
my academic study I have undertaken a project report on “A study on Customer
satisfaction towards Raymond with reference to Shivamogga” I request you to fill the
following questions and do the needful. The information provided by you will be used
strictly for academic purposes.
Arpita. D.K
Name :
Address :

Mobil No
1. Gender
I) Male [ ]
ii) Female [ ]
2. Marital status:
I) Married [ ]
ii) Unmarried [ ]
3. Age:
I) Between 18 -24 [ ]
ii) Between 25 - 34 [ ]
iii) Between 35-44 [ ]
iv) Above 45 [ ]
4. Educational qualification
i) SSLC [ ]
ii) PUC [ ]
iii) Graduate [ ]
iv) Post Graduate [ ]
v) Others Specify

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5. Occupation
i) Professionals [ ]
ii) Businessmen [ ]
iii) Govt. Employee [ ]
iv) Student [ ]
v) Others Specify
6. Monthly income (in Rs.)
i) Less than Rs.10000 [ ]
ii) Rs.11000- Rs.20000 [ ]
iii) Rs.21000- Rs.30000 [ ]
iv) Above Rs.30000 [ ]
7. How often do you purchase Raymond?
i) Occasionally [ ]
ii) Frequently [ ]
iii) Once in a year [ ]
iv) At the time of offer [ ]
8. How do you come to know about Raymond?
i) Advertisement [ ]
ii) Word of Mouth [ ]
iii) Observation [ ]
iv) Brand image [ ]
9. How familiar are you wit h Raymond?
i) Extremely familiar [ ]
ii) Very familiar [ ]
iii) Moderately familiar [ ]
iv) Slightly familiar [ ]
v) Not at all familiar [ ]
10. Please name the Brand Apparel you know apart from Raymond?
i) Siyarams [ ]
ii) OCM [ ]

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iii) Dig jam [ ]

iv) Others [ ]
11. How much do you care about using brands?
i) Slightly [ ]
ii) Strongly [ ]
iii) Not much [ ]
iv) Never [ ]
12. Do you recall Raymond advertisement in any Magazines?
i) Yes [ ]
ii) No [ ]
13. If yes in which magazine do you saw the advertisement of Raymond?
i) The week [ ]
ii) Business India [ ]
iii) Business Today [ ]
iv) CFO India [ ]
v) Others [ ]
14. Which of the following Category do you usually buy in Raymond?
i) Top wear [ ]
ii) Bottom wear [ ]
iii) Ethnic wear [ ]
iv) Accessories [ ]
v) Layers [ ]
vi) Footwear [ ]
15. What do you think of Brand Name of Raymond
I) Effective [ ]
ii) Attractive [ ]
iii) Advertiser [ ]
iv) Creative [ ]
v) Normal [ ]

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16. Which of the following, according to you, help build a good brand image?
i) Quality [ ]
ii) Communication strategies [ ]
iii) Competitive pricing [ ]
iv) Others [ ]
17. Which of the following media do you remember most of Raymond Advertisement?
I) TV Advertisement [ ]
ii) News paper [ ]
iii) Weekly Magazine [ ]
iv) Display boards and Banners [ ]
18. Is Raymond advertisement approaching you to buy more?
i) Yes [ ]
ii) No [ ]
19. What is your opinion about this advertisement?
i) Attractive [ ]
ii) Unique [ ]
iii) Normal [ ]
iv) Pleasant [ ]
v) Irritating [ ]
20. Do you feel that Raymond advertisement is good compare to other products?
i) Strongly Agree [ ]
ii) Agree [ ]
iii) Neutral [ ]
iv) Disagree [ ]
v) Strongly Disagree [ ]
21. How do you rate the quality of Raymond product?
I) Very high quality [ ]
ii) Good quality [ ]
iii) Neutral [ ]
iv) Average quality [ ]

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v) Bad quality [ ]
22. Is the information mentioned over the packaging of the product satisfactory to educate the
customers?
i) Yes [ ]
ii) No [ ]
23. How do you differentiate Raymond with other brand in terms of? (Mark any One)
I) Quality [ ]
ii) Service provided [ ]
iii) Customer relation [ ]
iv) Any other …. [ ]
24. Will you continue to purchase Raymond in future?
i) Yes [ ]
ii) No [ ]
iii) Not Sure [ ]
25. Would you recommend to buy Raymond to others?
I) Yes [ ]
ii) No [ ]
iii) May be [ ]

26. Please give your valuable suggestions

…………………………………………………………………………………………

Place: …………… (Signature)

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A Study on Customer Satisfaction Towards Raymond’s

Bibliography
Articles and Journals
Mr.S. Thangavel, Dr. P. Arumugaswamy (2017), A Study on Consumer Preference and
Satisfaction of Branded Clothing of Menwith Special Reference to Coimbatore City,
Paripex‾Indian Journal of Research: Volume: 6 | Issue: 1 | January‾2017

K. Maran, J. Badrinarayanan & T. Praveen kumar (2017) A Study on Branded Apparels

Customers Purchase Behavior with Reference to India” International Journal of Applied
Business and Economic Research, Volume 15 • Number 21 (Part 2) • 2017

V. SAI PRASANTH etc. at all (2018) Brand awareness and customer perception towards
branded men’s wear, Indian Journal of Research, Volume: 5 | Issue: 7 | July 2018

Saima Khan (2017) " Measuring brand equity of foreign fashion apparels in the Indian
market" J. Global Business Advancement, Vol. 10, No. 1,
Mohan raj Palanisamy (2017) " Purchase Preferences Towards Apparel Brands" Vol.05
Issue-02, (February, 2017) ISSN: 2321-1784 International Journal in Management and Social
Science (Impact Factor- 6.178)
Monika Kumawat, Dr Shilpa Rathore (2018) -" A Study of Brand Awareness withSensory
Feeling About Apparels of College Going Students " IJRAR- International Journal of
Research and Analytical Reviews VOLUME 5 I ISSUE 3 I JULY– SEPT 2018
Websites

www.shodhganga.inflibnet.ac.in

www.raymond.in

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