Review of Research
ISSN: 2249-894X
Impact Factor : 5.7631(UIF)
UGC Approved Journal No. 48514
Volume - 8 | Issue - 9 | June - 2019
“IMPACT OF MARKET STRATEGIES IN CONSUMER PURCHASE
INTENTION OF TEXTILES”
P. A. Appasamy1 and Dr. S. Sivaraj Murugan2
1 Research scholar, Department of Business Administration, Annamalai University.
2 Assistant professor, Department of Business Administration, Annamalai University.
ABSTRACT:
In the 21st century textile market is has become a battle
textiles brands. The survival of the fittest principle is demanding
the global and the local brand managers to formulate their
marketing strategies in such a way that can get them a
competitive edge over their rival textile brands. The battle of the
brands at the local level is also getting tougher. In the
competition to the global textile brands the local textiles brands
are trying to their level best to develop their own competencies
and build their unique selling propositions. Every day new
brands are making their ways to the market and making the
battlefield more challenging and complicated. Texvalley is one of the emerging textile mall in the south
India. The current study was incorporated to empirically investigate the relationship between Texvalley
marketing strategies factors and consumers purchase intention. Regression analysis was used to analyse
the relationship between the dependent and independent variables. The results of the study revealed a
positive relationship between the product, place and promotional strategies of Texvalley and consumer
purchase intention. Whereas a weak relationship between the pricing strategies of the brand and
consumer purchase intention was recorded. This study will be useful for the textiles in Tamil Nadu.
Identification of the factors will help the Texvalley to increase their customer and business.
KEYWORDS: Marketing mix, Texvalley, promotion, price strategies and product.
INTRODUCTION : production.Next only to food and porary marketing of textile
The cotton textile industry shelter, clothing is the most products. This techniquecould be
occupies a prominent position important itemof family employed to create a textile
inIndia’s industrial structure. It expenditure. Furthermore, the company strategyattracting and
is amongst the oldest and textiles are amongstthe advertising for target consumer.
largestmanufacturing country’s major exports and it is The structure of the industry
industries, employing a six of one of the most important shows that 1,095 mills were in
the labour force marketsin the world. existence in 1992, of which, 900
andcontributing a seventh to Understanding factors were exclusively spinning mills
value added of the organized influencing consumerpurchase and the remaining were
industry. Ithas the single largest intention is one of the composite mills.Textiles in India
weight in the index of industrial techniques used in contem accounts for 15 percent of its
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industrial production around 28 percent of its export earnings. Textile Industry in India is providing
one of the most basic needs of people and is the second largest employment after agriculture.
Coimbatore city, the hub of spinning and weaving mills is known as Manchester of South India. The
growing knitwear exports hereby town Tirupur and home exports from Karur and handlooms from
Erode has contributed to tremendous growth and demand for spinning market as well as exported to
other countries. Coimbatore yarns are famous market as well as exported to other countries.
Coimbatore yarns are famous for yarn quality and pricing. Many mills has upgraded their textile
machinery and increased the capacity to the growing needs of the textile market. Textiles can be made
from many materials. In the past, all textiles were made from natural fibres, including plant, animal and
mineral sources. In the 20th century, these were supplemented by artificial fibbers made from
petroleum.
This study will focus on target customers' evaluative criteria for various textile items. This
would be useful for researchers in the textile area in order to focus their forthcoming studies and
investigations on the factors might affect purchase decision and not studied yet. Practically, this will be
an informative research for textile and fashion designers, manufacturers and advertisers in order to put
into consideration features could affect their product characteristics.
STATEMENT OF PROBLEM
The textile industry plays a vital role in the development of the national economy. The
importance of functioning of the textile industry from the viewpoint of the economy of the nation can
better be gauged from its rich contribution to the direct and indirect employment, source of income and
earner of valuable foreign exchange. Among the cotton textile mills in Tamil Nadu, Coimbatore district
is a premier landing centre of textile industry of Tamil Nadu. The study conducted at Texvalley in
erode.It is evident that Texvalley and its environs occupy a place of pride in the textile mall in south
India. Amidst this background, the present study captioned “Impact of market strategies on consumer
purchase intention of textiles”, it brings to limelight to what extent the major problems confronted by
the study participants in exporting sphere, have stifled the progress of the textile vocation.
REVIEW OF LITERATURE
Gurumoorthy and Rengachari (2002) noted that the problems of textile industry in Tamil Nadu.
This study found that shortage and irregular supply of yarn, price fluctuations of yarn, poor sales and
consequent accumulation of stock, poor working capital, demand for textiles only in festival seasons
due to discounts policy of government, etc.Were the major problems faced by the textile sector. They
suggested that textile sector should follow a marketing concept rather than a sales concept. For that
constant feedback of market intelligence and setting up of strong production base were essential.
Nayak and Krishna Kumar (2003) explained the consumer preference of textile Showrooms
from a panel of house hold. Their study examines the performance of textile shop in the contest of its
objectives enshrined in the bye-laws having a basic mandate to help developing the textiles shops in
Kerala.
Kanitkar Ajith (2006) studied the problem of credit flows to the textile sector was very much
related the working capital management of the textile business. Several aspects such as marketing,
design, technology, skill up gradation,etc.Decides the performance of the sector. There were no
significant policies in the past to provide credit to weavers and stakeholders outside the co-operative
sector. The study showed a consistent decline in institutional credit.
Qiong Yao and Liang Wang (2012) showed that the price have influence to the purchase
intention in different situations. The other research also has the same opinion, they state that the price
has contribution to the formation of purchase intention. The price has significant effect on the purchase
intention.
Okoumba and Pooe (2013) explained that the product quality has positive impact on purchase
intention. Then product quality is shown to mediate the relationship between user ratings and
purchase intention, they have more store to exhibit their product, but they have different strategy. They
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tend to limit their shop to maintain their image as exclusive product. However the products should be
made available at various out lets for the consumers to purchase. Therefore the customer purchase
intentions supposed to be better than others. Their customer is more convenient to purchase their
product because they have more choice respect to the place.
Noble and Gruca (1999) stated that the marketing mix is the cause of the other costs such as the
cost of advertising, product development, promotion, distribution and packaging. Among the marketing
mix, promotion strategy is executed to motivate and remind the target market for a product or service.
Although promotion activities could be very costly, it is necessary communication between the seller
and the buyer. To promote the consumersand motivate the purchase intention in this study, promotion
is considered as an important influential factor.
OBJECTIVES OF THE STUDY
To study the market strategies on consumer purchase intention of textiles
To know the impact of marketing strategies on purchase intention of Texvalley customer.
To understand the marketing strategies in textiles.
RESEARCH METHODOLOGY
This research is a quantitative research, the background of thisresearch is the number of people
who buy pirated textiles in Texvalley. There are several factorsmay influence this, but in this case, the
marketing mix (4 Ps)which consist of Product, Place, Price and Promotion become thepossibility in
triggering the textile sector.
Research methodology is designed and developed to figure out marketing strategies
thatinfluence the consumers’ willingness to purchase the dress materials at Texvalley textiles mall. The
research is using survey as the tools tocollect data in order to test hypothesis (Pradhono, 2010) also
researchsurvey is used to find information about consumer perception,perspective and from
demographic side.
Survey with questionnaire was distributed and developed torespondent that represent the
population sample. The population wasselected to provide accurate and relevant information regarding
to thewillingness to purchase textiles materials at Texvalley mall. The target of respondent in this study
is textiles martial purchase customer, commonly everyone rightnow is a textile materials users.The
measurement for this questionnaire is using Likert scale as below:
Likert Scale Degree Score
Strongly disagree 1
Disagree 2
Agree 3
Strongly Agree 4
The hypothesis in this research refers to the analysis of marketingstrategies toward purchase
intention.Therefore, the hypotheses are as follow:
Hypothesis 1: Product strategy will influence purchase intention in Texvalley customers.
Hypothesis 2: Price strategy will influence purchase intention in Texvalley customers.
Hypothesis 3: Place strategy will influence purchase intention in Texvalley customers.
Hypothesis 4: Promotion strategy will influence purchase intention in Texvalley customers.
INDIAN TEXTILES INDUSTRIES
India’s textiles sector is one of the mainstays of the national economy. It is also one of the
largest contributing sectors of India’s exports contributing 12 per cent to the country’s total exports
basket. The textiles industry is labour intensive and is one of the largest employers. The Indian textiles
industry, currently estimated at around US $109 billion, is expected to reach US $ 142 billion by 2021.
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The industry is the second largest employer after agriculture, providing direct employment to over 45
million and 60 million people indirectly. The Indian Textile Industry contributes approximately 5 per
cent to GDP and 14 per cent to overall Index of Industrial Production. 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. Cotton prices have stabilised and the steep
decline in the prices of crude oil has made synthetic fibres more affordable. The efforts of our exporters
to diversify into new markets in the context of the demand recession in our traditional markets in
recent years have started showing positive results. The recent measures taken by government to
reduce interest rates and liberalise labour laws and the industry friendly bills that are expected to be
passed in the parliament would help to augment investment in the manufacturing sector including in
the textiles industry. State level also, industry-friendly textile policies have been announced by the
States with substantial textile production, creating a competitive investment climate. The textiles sector
is the second largest provider of employment after agriculture. Thus, growth and all round
development of this industry has a direct bearing on the improvement of the India’s economy.In India,
the textile industry is the single largest industry with 50 lakhs peoples are employed directly/indirectly
with respect to 1800 textile mills located in different parts of India.
TEXVALLEY
Presenting Texvalley, India's largest wholesale textile market in Erode, the heart of South
India's textile industry. It is the gateway to the future your business deserves. It is your springboard to
the next level of success - one that showcases you to the buyers from not only across India, but the
world.
Texvalley is here to revolutionize the textile business, at Erode. It is the perfect platform to take
your business to a bigger level of success. Texvalley is designed to be the one-stop destination for the
entire range of wholesale textile goods. It will bring together over 1100 traders under one roof.
The Mall was proposed by the Union Ministry of Textiles (India) under the Comprehensive
Power-loom Cluster Development Scheme. It was developed by a Special Purpose Vehicle named Erode
Textile Mall Limited.The main mall or daily market structureis designed to accommodate about 1599
shops in 11.5 lakh square feet.
RESEARCH DESIGN
Kerlinger (1986) stated that the plan and structure of investigation conceived so as to obtain
answers to research questions. The design of a research specifies the methods and procedures for
acquiring the information needed. It represents the overall operational framework of the project that
stipulates what information is to be collected from which source and by what procedure.
The sample units are chosen primarily on the basis of the convenience to the researcher.A
sample of overall purchase intention has been taken as a dependant variable and marketing strategies
factors are used by Texvalley is considered as the independent variables. The main purpose of this
study was to identify the impact of marketing strategies on purchase intention of Texvalley customer.
ANALYSIS
In this study after collecting data, we are conducted the researchin two stages. First stage, the
questionnaires were distributed to 30respondents, then tested the validity and reliability, once
thequestionnaires were fixed based on the results validity and reliability,the distribution of the second
stage got better results. The distributionof the second stage of the respondents was conducted in
person utilizing an online survey that facilitates getting the quick results. The number of
questionnaireswas 100 respondents after the researcher eliminated 18 respondentsbecause their
answers did not meet the qualification.
The researcher chose the sample as the respondent who have purchased textiles in Texvalley
mall. From 100 respondents, theresearcher presented data of respondents based on gender, age,
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education,occupation, monthly income and experienced purchased the textile materials in Texvalley.
The summary of the survey:
Based on the analysis of product, price, place and promotion influenceto textiles purchase
intention, it can be concluded as below;
The analysis of product, it was found that the product does nothave significant influence on
textile purchase intention. Thisinfluence results obtained by regression analysis which showing
asignificant level of 0.903 and which is above the maximum errortolerance limit of 0.05. Hence, H1 is
not supported.
It can happen because several reasons as follows:
Customer do not consider product too much, the most importantthing for them is price (Gap
between Texvalley and non-Texvalley product is high). From the analysis of price, it was found that the
price has significantinfluence on Texvalley product purchase intention. This influence resultsobtained
by regression analysis which showing a significant level of 0.000 and which is below the maximum
error tolerance limit of 0.05. Thus, H1 is supported. The final result shows thatprice have significant
relationship toward Texvalley product purchase intention.
Place, it was found that the place has significantinfluence on textiles purchase intention. This
influence resultsobtained by regression analysis which showing a significant level of0.012 and which is
below the maximum error tolerance limit of0.05. Thus, H1 is supported.Promotion, it was found that
the promotiondoes not have significant influence on consumer motive. This influenceresults obtained
by regression analysis which showing a significantlevel of 0.593 and which is above the maximum error
tolerance limit of 0.05. Thus, H1 is not accepted.This can happen because the reasons as follows:
The character of Tamil nadu population tends to be price sensitive.Thus, they are more
concerned about price than the promotion,although sometimes the campaign has its own role. The
promotion is less effective in delivering the message so the usersdoes not feel intrigued by the message.
Promotion for purchase in Texvalley product is less intense thanpromotion for the product itself.
Table 1. The summary of the hypothesis.
Hypothesis Hypothesis Statements Sig. Significant/
Not Significant
H1 Product strategy will influencepurchase intention 0.903 Not Significant
in Texvalley customers.
H2 Price strategy will influencepurchase intention in 0.000 Significant
Texvalley customers.
H3 Place strategy will influencepurchase intention in 0.013 Significant
Texvalley customers.
H4 Promotion strategy will influencepurchase 0.593 Not Significant
intention in Texvalley customers.
MARKETING INITIATIVES
E-marketing is the most immediate, flexible and cost effective marketing tool available in
business today. Businesses have to embrace the Web as a platform, as a way to do business in this day
and age. More than 1000 contemporary designs with technical details and regional language interface
have been hosted for free download on the website of National Centre for Textiles Design. Coordinated
effort has been planned and executed for the first time with Flipkart for handloom weavers which will
bridge the missing linkages of market intelligence, market access and logistics and help the Indian
weavers in getting remunerative prices for their products, the Textiles Ministry said. The weavers will
sell their products under their brand name and evolve as an entrepreneur selling his products directly
to buyers across the country without stepping out of their workplace. In India, a major portion of
garments are being made in the state of Tamilnadu. It has a strong production base and account for
about one – third of textiles production in the country and accounts 39.5 percent of India’s total
production. Even though the global market finds a recession, the textile industry products exports in
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total merchandise exports was considerably increased. New markets were created to promote exports,
with respect to markets like European Union and United States of America. For promoting exports,
mega textile shows are carried out in textile markets.
CONCLUSION
There are few things thatcan be guideline to analyse the impact of marketing strategies
towardtextiles products purchase intention in Texvalley customers. Thus, the researcher tried to give
some recommendations thatcan be used by the advertisement of textiles show rooms (Saravana stores,
Pothes, Chennai silks, etc.). Should create a plan for addressing the key parameter issues and promote
the export of Texvalley textile products from India with good strategies. Innovations ideas in logistics
and supply chain of products, quality control and branding (Texvalley) of products will be a key tool for
providing sustainable growth in export textile industry products. Finally, this paper reflects that
wholehearted joint efforts from manufacturers, buyers, suppliers, government, and other stockholders
are highly expected to accomplish the development of potential and sustainable Texvalley Textiles
shopping mall growth in south India.
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