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Major Research Project

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Major Research Project

  1. 1. MAJOR RESEARCH PROJECT A STUDY OF CONSUMER ATTITUDE TOWARDSLEATHER PRODUCTS WITH REFERENCE TO TATA INTERNATIONAL LIMITED, DEWAS A dissertation Submitted for the fulfillment For the degree of MASTER OF BUSINESS ADMINISTRATION DAVV, INDORE (2003 - 2005) Guided by : Mr. Digamber Negi [Faculty, SVIM, Indore ]
  2. 2. CERTIFICATE This is to certify that the Major Research Project entitled A STUDY OF CONSUMER ATTITUDE TOWARDSLEATHER PRODUCTS WITH REFERENCE TO TATA INTERNATIONAL LIMITED, DEWAS Has been accomplished by Mr. Anshuman Jain under my guidance and Supervision. This project is being submitted by him in the partial fulfillment of requirements for the degree of MBA from DAVV, Indore. To the best of my Knowledge and belief this work has not been submitted by him anywhere else for The award of any degree or diploma with proper citation. PROJECT GUIDE Mr. Digamber Negi [Faculty, SVIM, Indore]
  3. 3. ACKNOWLEDGEMENT First of all I feel indebted and express my sincere thanks to the management of all thoseorganizations from which I have collected data, for their kind support in the completion of myproject report and the study. For the completion of my report I have been helped, assisted and encouraged by manyquarters. This study is based on my Major Research Project work as part of my coursecurriculum of MBA degree. I owe a department of gratitude to Mr. Digamber Negi, my project guide, who gave theopportunity to work under him. I am also deeply indebted to him for his extra ordinary insight inall my problems as he is a sunny ray in morning time for all his suggestions, kind support, andguidance which helped me to reach at the successful end of my project report. I am very much thankful to Dr. Ajit Upadhyay, my faculty in Marketing, who has givenme invaluable advice and tips, which had contributed to great extent in facilitating thecompletion of the project quite successfully. At the same time, I feel indebted to him for his kindcooperation from time to time as and when needed. I give my sincere thanks to all those consumers for extending their kind cooperationtowards the gathering of all information and data that has to be required from them to arrive atthe conclusion of this study. I am also indebted to the Dr. Rajendra K. Jain ( Head of Department – MBA, Fulltime),Shri Vaishnav Institute of Management (SVIM), Indore And at last, I convey my special thanks to almighty GOD, my parents, friends, wellwishers, and all those though I am unable to mention all of them individually but without theirvaluable guidance and help this project work was very difficult to be completed.With regards,Anshuman Jain
  4. 4. PREFACE The healthy work force is required for the survival and prosperity of the organization andit can be achieved only through the medium of management of human resources and optimumutilization of available resources by training and proper development of manpower andorganization. The workforce of an organization cannot perform quite well until it has a mental peace. Itis very important for the individuals, now days, to take decisions on the basis of an equilibriumanalysis of emotions and the practical ground cases. Resultantly the organization may be introuble as well as the individual. Theoretical knowledge provides foundation stone of the practical and field workexamines and tests the element of truth in theory. Theory without practical knowledge is of littleimportance. Knowledge without practical training cannot be perfect. This study report is practical work to give insight into both the above points stated earlier.It is initiated with the aim to analyze the consumer‘s attitude towards leather products. Not more, but in fact, this study enables me to imbibe my theoretical knowledge with thepractical situation in the organization and the external environment as well.Anshuman Jain
  5. 5. INTRODUCTIONATTITUDE An expression of inner feelings that reflect whether a person is favorably or unfavorablypredisposed to some object. They are an outcome of psychological processes. Attitudes are not directly observable but must be inferred from what people say or whatthey do. Attitudes affect and influence the perception of product, brand, people, exposure to, andcomprehension of information, choice of friends and so on.Definition: An Attitude is a learned predisposition to behave in a consistently favorable or unfavorableway with respect to a given object.ATTITUDE, OPINIONS, AND BELIEFS Attitudes are not normally thought of as resulting from a combination of beliefs, valuesand opinions. Beliefs are the subjective judgments about the relationship between two or morethings. ―An enduring organization of perception and cognition about some aspect of individual‘sworld‖. KRETCH And CRUTCHFIELD Values involve an individual‘s judgment on what is right, good, desirable, andworthwhileSOURCES OF INFLUENCE ON ATTITUDE FORMATIONDirect and Past Experience: The marketer‘s objective is to get consumer to try the new product and then to evaluate it.
  6. 6. If a product proves satisfactory, it is likely, that consumer will form the positive attitudes andpurchase the product.Influence of Family and Friends: As we come into contact with others, we form attitudes that influence our lives. It is thefamily that provides us with many of our basic values and a wide range of less central beliefs.Direct Marketing: To target small consumer niches with product and service that fit their interests andlifestyles.Exposure to Mass Media: Consumers are constantly exposed to new ideas, product opinions and advertisement.These mass media communications provide an important source of information that influence theformation of consumer attitudes.THEORIES OF ATTITUDE FORMATION These theories are based on assumption that people seek consistency in their attitudes. Four prominent theories are: a. Balance Theory b. Congruity Theory c. Affective Cognitive Consistency Theory d. Cognitive Dissonance TheoryBALANCE THEORYProposed by F. Heider.Mainly concerned with the transfer of information between people.Concerned with the consistency in the judgement of people and issues that are linked by someform of relationship.
  7. 7. Three elements in Attitude formation: The person; other person; The ‗Object‘, or impersonalentity.Two generic types of relationship exist between these elements: a. Linking or sentiment relationships Includes all forms of sentiments and effects. b. Unit Relationships It perceives that two elements belong together.Balance will exist if all three relations are positive or if two relations are negative and one ispositive.A person‘s attitude towards an object will depend on his or her attitude towards the source,which is linked to the object.According to Balance theory, whenever there in inconsistency, that must be resolved eitherchanging the attitude to a person or the object.CONGRUITY THEORYProposed by C E Osgood and P H TannenbaumCongruity exists when a source and concept which are positively associated, have exactly thesame evaluations.Congruity is stable state and is also said to exist when a source and concept which are negativelyassociated have exactly the opposite evaluations attached to them.Rate alternatives towards an object from -3 to zero to +3.In order to obtain congruity, one should take into account not only the direction of the attitudebut also its strength.AFFCETIVE COGNITIVE CONSISTENCY THEORYProposed by M J Rosenberg.
  8. 8. According to this theory, attitudes are related to one aspect of cognitive structure between theobject and the achievement of desired and undesired values and goals.This theory is referred to as structural because it considers what happens within an individualwhen attitude changes.Suggests that change in the affective component will produce changes in the cognitivecomponents to bring about consistency between the two.COGNITIVE DISSONANCE THEORYProposed y L Festinger.Dissonance impels a person to change his opinion or his behavior.States that there are three types of relationships between all events: 1. Dissonance: When they are opposed to one‘s experience about the relationship of events. 2. Consonant: When one follows from the other on the basis of logic or experience. 3. Irrelevant: When two events are not interrelated.Aim of this theory is to reduce the amount of dissonance. This can be reduced by 1. Changing a behavioral cognitive element 2. Changing the environmental element and adding a new cognitive element.
  9. 9. INDUSTRY REVIEW Leather industry in India, occupies a place of prominence in the Indian economy, in viewof its massive potential for employment, growth and exports. There has been increasing emphasis on its planned development, aimed at optimumutilization of available raw materials for maximizing the returns, particularly from exports.MAJOR PRODUCTION CENTRES OF LEATHER AND LEATHER PRODUCTS REGION STATES CITIES Chennai Ambur Ranipet Tamil Nadu VaniyambadiSouthern Region Trichy Dindigul Andhra Pradesh Hyderabad Karnataka Bangalore Punjab JalandharNorthern Region Delhi New Delhi and NCREastern Region West Bengal Calcutta KanpurCentral Region Uttar Pradesh AgraWestern Region Maharashtra Mumbai (Bombay)ESTIMATED PRODUCTION CAPACITIES Leather Footwear: 776 Million Pairs Leather Garments: 18 Million Pieces Leather Goods: 60 Million PiecesFEATURES OF LEATHER SECTOR IN INDIA a. Employs 2.5 Million persons. b. A large part (nearly 60-65%) of the population in the small / cottage sector.
  10. 10. c. Annual Export value poised to touch about 2 Billion US Dollars. d. Amongst top 8 Export earners for India. e. Endowed with 10% of the world raw materials export constitutes about 2% of the world trade. f. Has enormous potential for future growth. g. Vary high value addition within the country.LEATHER FOOTWEAR EXPORT STATSTICS IMPORTANT TOP 5PRODUCT PRODUCTION PRODUCT RANGE IMPORTINGTYPE CENTRES IN COUNTRIES INDIA Agra Casual and Formal Shoes Ambur USA Moccasins Bangalore UK Safety Boots Chennai GermanyLeather Footwear Monk Delhi France Oxford Jallandhar Italy Chappals Kanpur Horachi, and Sandals Mumbai Ranipet Leather Jackets – Men Bangalore Leather Jackets - Women Chennai USA Long Coats Delhi UK Leather Blousons Jallandhar GermanyLeather Garments Shirts and Trousers Kanpur Italy Motorbike Jackets Mumbai Spain Waist Coats, and Skirts Hyderabad Children Garments Pune Wallets Purses, and Handbags Calcutta Belts, and Key-chains Germany Chennai Passport Folders UKLeather Delhi Spectacle Cases USAAccessories Jallandhar Hand Gloves Italy Kanpur Travel-ware and Portfolios Spain Mumbai Suitcases, Harnesses Saddler Goods
  11. 11. COMPANY REVIEW India‘s largest finished leather, leather products, and leather garments, exporter. Also aleading Footwear manufacturer. Tata International is India‘s leading leather products exporter. As a leather and leatherproducts exporter, the company operates its leather business in India from Dewas, Chennai,Delhi, Calcutta, as well as from China, South Asia and the Middle East, leveraging our globalnetwork. We source wet blue worldwide and have world renowned clients for our finishedleather and leather products. Our state-of-the-art manufacturing facility at dewas in central Indiais among the top three worldwide for great skin. Our units have ISO 9001 certificate from RWCERT of Germany since 1994, making ours the first leather in the industry in Asia to be ISO14000 certified. Our facilities are governed by International Labor Organization Law. Our R&D Department has made internationally acknowledge break-through in theproduction of chrome free leather and processing of solid waste. We have established andcoordinate a highly flexible supply chain for sourcing leather, footwear, garments, and leathergoods. As a leather and leather products exporter, our main markets are the quality stringentmarkets of Western Europe, North America, and the Far East.INTRODUCTION ABOUT THE COMPANY Tata International – the Tata Group‘s business gateway to the world was established in1962. One of India‘s premier business houses, the Tata Group‘s US $ 10.7 Billion turnoverincludes exports of US $ 2.6 Billion. As a Billion Dollar International business company, Tata International‘s operations areorganized as global business units (GBU) – Leather and Leather products, Steel, Engineering,Minerals, Bulk Commodities, and Chemicals. Tata International also markets InformationTechnology services and sources consumer products. Each of the businesses benefits from Tata. Committed to the globalization of the Tata Group‘s businesses, Tata International exportsproducts like Automobiles, Steel, Leather, Minerals, Mining, and Steel Industry equipments,Engineering products, and Computer Software. In addition, Tata International also trades in bulkcommodities like liquid fuel, coal, metcoke, limestone, metals, and chemicals. Tata Internationalis India‘s largest exporter of leather and leather products. Tata International has a state-of-the—art manufacturing facility at Dewas (Madhya Pradesh) which is among the top thee worldwide
  12. 12. for goat skin. Tata International also facilitates new opportunities for the Tata Group throughstrategic alliances with world class companies. With the global reach provided by a well-integrated network and infrastructure ofsubsidiaries, offices and associate Tata companies that span the globe, Tata International sourcesquality products and services from the most competitive markets in the world. The services TataInternational offers range from Marketing and Marketing Intelligence through Manufacturingand Sourcing, Financing, Documentation, Warehousing, Logistics and Delivery, to effectivelymanaging global supply chains and customer relationship management. This is achieved throughTata International‘s subsidiaries in Hong Kong, UAE, Australia, Africa, and Tata International‘soffices in India, Thailand, Bangladesh, Nepal, Sri Lanka, Afghanistan, Saudi Arabia, Indonesia,China, Singapore, Ukraine, and UK. In addition, the eight Tata International subsidiaries inAfrica – South Africa, Zambia, Zimbabwe, Namibia, Mozambique, Uganda, Tanzania, andGhana – provide customer support facilities for Tata Automobiles and Engineering Goods, andhave other business interests on the continent. As one of India‘s leading global trading companies, Tata International is recognized bythe Government of India as a Golden Super Star Trading House. Tata International does businessin over a hundred countries. Tata International‘s major markets are Europe, SAARC, ASEAN,West Asia, the Far East and Oceania which together account for 80% of its exports, TataInternational‘s other markets being the America and Africa. Tata International and its overseassubsidiaries have a combined turnover of approximately US $ 1.1 Billion. Tata International derives strength from its team of committed and experiencedprofessionals, and has taken on the challenge of becoming a benchmark in Internationaloperations, leveraging its knowledge capital and its global presence.CORE VALUESINTEGRITY We must always conduct our business with fairness, honesty, and transparency, so thatwe can at all times stand public scrutiny. We will never undermine the heritage of trust thatcomes with the Tata brand.SPIRIT OF ENTERPRENEURSHIP We would encourage innovative ideas for individual and organizational development.This thinking would be fostered, encouraged and recognized for enhancing business. We wouldtake delight in stretching our goals and each of us would have a sense of ownership andresponsibility for all our business dealings.
  13. 13. AGILITY We will encourage an organizational culture and structures that have capacity for change.Flexibility and adaptability will be critical to our operations. We will aim for nimble, flexibleand customized responses at all times to all our stakeholders.PASSION FOR EXCELLENCE All our activities must be driven by a passion for excellence. We must strive,uncompromisingly, to achieve the highest standards in our daily work and in the quality of thegoods and services we offer. We would endeavor to achieve ‗best in class‘ status in all ourprocesses and results.UNITY We must work cohesively with our colleagues, customers, and partners around the world,leveraging synergies and building strong networks based on collaboration and mutualcooperation.MISSION To be a competitive value provider in International business for Group companies and allour partners.VISION Become a globally networked enterprise seizing opportunities worldwide to generateUSD 25 Million annual profits by year 2008.VIVD DESCRIPTION OF VISION By year 2008, we would have  Achieved aggressive and profitable growth of our five core businesses and initiated new business.
  14. 14.  Become a cohesive, integrated and synergized global entity providing horizontal and vertical reach and infrastructure to all our partners worldwide.  Consistently achieved customer delight by focusing on value adding activities throughout our value chain.  Achieved best partner status with group companies in International business on a sustained basis.  A strong global supply base for world class goods and services.  Become a learning and knowledge rich organization acknowledged as thought leaders in international business.  Institutionalized Tata Business excellence Model and achieved best in class status.  Effective and responsive systems and processes that will underpin our business decisions to manage risks.  Become an exciting organization which attracts and retains best talent worldwide for global competitiveness.  Become a proactive, integral and responsible member of our environment and communitiesPRODUCTS OF THE COMPANYFINISHED LEATHER Tata International‘s finished leather range includes Full Aniline and Semi Anilinefinishes in Kid Goat, Sheep, Cow, and Buffalo. We also offer Patent leathers from Cow, Goat,and Sheep, plus Suede and Nubuck from Kid and Cow. Our experience of over 25 years infinished leather has made us the largest supplier of Kid and Goat skin finished leather fromIndia. We are capable of exporting finished leather items as per your need, in any quantity andare capable to meet your import requirements round the year.LEATHER FOOTWEAR Tata International is India‘s leading footwear manufacturer and exporter. Versatile andflexible manufacturing facilities in Dewas, Chennai, and New Delhi in India, reinforced withstate of the art production units have helped Tata International emerge as a leading footwearmanufacturer and exporter. As a footwear manufacturer and exporter, we have a high end full
  15. 15. shoe facility, Graziella Shoes Limited located at Chennai, established in a 50-50 joint venturewith Pucci SRL of Italy. This footwear manufacturing facility produces 3000 pairs per day of fullshoes with Italian unit soles and Indian uppers. The high quality shoes are sold to well establishbrands. As a footwear manufacturer and exporter, we also have a Hong Kong operation where weoutsource the manufacture of shoes to China and then export these to third countries. The leatherfor these shoes is either supplied from India or purchased from Pakistan or Indonesia. The Chinasourcing is only for bulk business of 10000-15000 pairs of style.LEATHER GARMENTS As a leading leather garments exporter from India, flexibility is our strength. With 25years of experience in this fashion industry, we as leather garments exporter are aware that onemust respond quickly to a change in needs. We cater for this through our capacity to produce1000 garments per day, with the aid of our well trained in house designers, world classmanufacturing processes and special sample lines to meet customer‘s requirements. We become a leather garments exporter in 1975. The Dewas based (in MadhyaPradesh, India)Leather Garments division of Tata International, adopted best in classmanufacturing processes and systems in collaboration with one of the premier leathermanufacturers of Germany – Ledermann. Today Tata International has one of the most modern and well equipped manufacturingfacilities on the South Asian subcontinent. Apart from being the first leather garments unit inIndia to boast ISO 9001 and ISO 14001 certification (certificates awarded by R W TUV ofGermany), we as a leather garments exporter also enjoy the patronage of an establishedinternational clientele that includes names like Betty Barclay, Escada, Karstadt, Kaufof, C&A,Marks and Spencers, Talenti, Gerry Weber, Mango (Spain), Steillmann and Mauritius.LEATHER ARTICLES Tata International produces high quality leather products and is one of the largestexporters of the same. The product range comprises of a wide array of leather goods rangingfrom personal articles to business and travel accessories. The medium end is serviced by our dedicated units in Calcutta and Dewas. TheCalcutta operations cater to the German, UK, and US market in the middle value segment. Herewe have dedicated units capable of producing in excess of 50,000 pieces of small leather goodsper month. Tata International products are created taking into consideration style, aesthetics,craftsmanship and functionality. Our talented crafts person handcraft the creations from some ofthe finest Indian and imported leathers with the most stringent in process checks and refinements
  16. 16. to ensure the right quality. Tata International bring to leather goods manufacturing 25 years ofexperience in leather tanning and sourcing, its highly skilled workforce and an understanding ofcustomer quality requirements developed over the years by working with our highly discerningcustomers. We are proud to be associated with world renowned brands.
  17. 17. OBJECTIVE AND SCOPE OF STUDYOBJECTIVE OF STUDY The training in any organization, case studies and project works, for practical fulfillmentof the MBA program is very much important for an MBA student. This MBA program does notgive the answer of all problems, which arise, in the practical field. There is no any certainformula for any particular problems. But the main purpose of this study is to develop the abilityof good research work, analysis and perfect decision making with a view to understand thedifference between the theoretical concepts and the practical behavioral situations, style ofworking in different ways under the same situations. This study is an effort to analyze the consumers attitude towards leather products amountthe consumers in Indore city. The objectives provide the foundation of a systematic work. Apart from all above, themain objectives of this study are:  To study consumer attitude towards leather products with special reference to leather products of Tata International Limited, Dewas  To know about the factors which are contributing more as compared to other factors.  To know the practicality of research methods in various types of real life problems and cases.  Whatever subjects being taught in the classroom are theoretical and training and project work provides us the comparison how the practicalities of an organization vary with theory.  Lastly, for the partial fulfillment of the MBA program and we have to submit the project report on the basis of study so conducted.SCOPE OF STUDY 1. Knowing attitude of consumer towards leather products. 2. Knowing attitude of consumers of Indore City. 3. Knowing attitude of consumers towards products of Tata International Limited, Dewas.
  18. 18. RESEARCH METHODOLOGYCOLLECTION OF DATA In this study, I have collected data through questionnaires method. The questionnaireconsists of 12 questions, which all were close ended questions including two questions (Q9 andQ12) for ranking of different parameters.[Please refer to the Questionnaire in Annexure]TYPE OF RESEARCH This research study is an exploratory research study, which is aimed at to identify theconsumer attitude towards leather products.RESEARCH DESIGN This Research design is strictly designed as pure descriptive as well as diagnosticresearch design. Strictly ―structured instruments‖ is used in this study. This is also a probabilitysampling design, that is, Simple random sampling and also advanced decisions are taken aboutits operational procedures.SAMPLING DESIGN The respondents selected should be as representative of total population as possible inorder to produce a miniature cross section. The selected respondents constitute what istechnically called Sample and the selection process is called Sample Survey. The researchermust prepare a sample design, that is, he must plan how a sample should be selected and of whatsize such a sample would be. The present study was conducted under the following sampledesign:
  19. 19. TYPE OF POPULATION In this study, the population selected was the consumers of leather products, living invarious areas of Indore city.SAMPLING UNIT In present study, the sampling units are collected within the geographical region of Indorecity.SOURCE LIST It is also known as Sampling Frame from which sample is to be drawn. It contains thenames of all items of a universe (in case of finite universe only). In present case, the sampling frame is selected by choosing the consumers from variousregions of Indore city. The consumers were also selected taking into consideration the reliabilityof data thus obtained.SAMPLE SIZE This refers to the number of items to be selected from the universe to constitute thesample. In this study, the samples are drawn from only one population and the size of sample wasof 100 consumers, and thus the data was collected on a total of 100 sample questionnaires.TYPE OF SAMPLING This case is a probability sampling case and the sampling technique, which is used in thisstudy, is simple Random Sampling Technique of Probability Sampling.
  20. 20. SCALING TECHNIQUES In this study, for Q9 and Q12, the Summated Scales or Likert-type scales are used. TheLikert-type summated scales are regarded as the most useful scale in a situation wherein it ispossible to compare the respondent‘s score with a distribution of scores from some well definedgroup. Here, in present situation, respondents were asked to respond their opinions on all selecteditems using a Likert-type 5-point scale (for Q9) ranging from ―Strongly satisfied‖ to ―StronglyDissatisfied‖. The strongest favorable response is scored as 1 whereas the strongest unfavorableresponse as 5. Also, the respondents were asked to respond their opinion (in Q12) using a Likert-type 3-point scale ranging from ‗High‘ to ‗Average‘ to ‗Low‘. The strongest favorable response (High)is scored as 1 whereas the strongest unfavorable response (Low) is scored as 3.DATA COLLECTIONFOR PRIMARY DATA: Generally, in behavioral science study, primary data can be collected by the followingways: By Observation Through Personal Interview By Questionnaire Since it is a survey report study and also related with psychological traits and behavioralscience, hence only a set of structured questionnaire completed collection of data.FOR SECONDARY DATA: Also in making inference about the concept of the study to be conducted, secondary datahelped and contribute a lot to start with the problem. For this, various magazines, textbooks,project reports, journals, and websites were used.
  21. 21. DATA ANALYSIS AND INTERPRETATIONDEMOGRAPHY OF THE RESPONDENTThe personal information was collected under five categories as: Name Age Gender Occupation (or Profession) SalaryAll these attributes (except Name) were considered to be important with respect to consumerattitude.A total of 100 respondents were questioned. The categorization according to age, gender,occupation, and salary is as follows:AGE GROUP15-25 7125-25 1735-50 750 and above 5GENDERMale 61Female 39OCCUPATIONService 20Business 10Student 70SALARY0-5000 695001-15000 2115001 and Above 10
  22. 22. ANALYSIS AND INTERPRETATION OF DATAThe data was analyzed in terms of impact of age, gender, occupation, and salary on the followingcriteria related to consumer attitude.Q1 Known to BrandQ2 Use of Leather productsQ3 Consultation while making the buying decisionQ4 Time of purchaseQ5 Purpose of buying the productQ7 Mode of PurchaseQ8 Time duration of buying the productQ9 Ranking of featuresQ12 Ratings of different parameters for leather products.SCORINGOut of these criteria, Q2, Q3, Q4, and Q5 are of multiple choices.Further in this study, the individuals have given their assessment in Q9 and Q12 by ranking foreach item in the question using Likert Scale of 5-point (for Q9) and 3-point (for Q12).WEIGHTS GIVEN FOR LIKERT SCALEFOR QUESTION 9The 5-point Likert scale is as follows with the weights given to them in brackets 1.Strongly Satisfied (5) 2.Satisfied (4) 3.Neutral (3) 4.Dissatisfied (2) 5.Strongly Dissatisfied (1)FOR QUESTION 12The 3-point Likert scale is as follows with the weights given to them in brackets1: High (3) 2: Average (2) 3: Low(1)
  23. 23. DATA ANALYSIS I(on the basis of Complete sample taken)KNOWN TO BRANDYes 78No 22USE OF PRODUCTFootwear 85Garments 17Accessories 39CONSULTATIONFriends or Family 47Media 8Dealers and Distributors 0Your own self 49TIME OF PURCHASEOccasions 19Festivals 4Events 2Not Specific 77PURPOSE OF BUYINGGift to someone 11For personal use 85For using within peer group and family 10Any other (specify) 0MODE OF PURCHASECash 77Credit Cards 1Both 22
  24. 24. TIME DURATION OF BUYING THE PRODUCTLess than a month 5Monthly 7Bi-monthly 15Six-monthly 36Yearly 26More than a year 11RANKING FOR TIL PRODUCTS (1) (2) (3) (4) (5) WEIGHTED AVERAGE RANKSConformance Quality 36 37 18 6 3 3.97Performance Quality 36 33 14 12 5 3.83Price 13 38 30 13 6 3.39Aestheticness 12 28 34 21 5 2,91Form 11 33 36 16 4 3.31Features 17 42 25 8 8 3.52Durability 35 36 14 9 6 3.85Reliability 36 41 11 10 2 3.99Repair ability 17 36 25 14 8 3.40Style and Design 36 36 15 8 5 3.90Brand Name 44 29 11 12 4 3.97RANKING FOR LEATHER PRODUCTS, IN GENERAL (1) (2) (3) WEIGHTED AVERAGE RANKSPopularity 54 38 8 2.46Style 52 41 7 2.45Availability 34 46 20 2.14Fashion ability 43 42 15 2.28Lifestyle Fitting 52 31 17 2.35
  25. 25. DATA ANALYSIS II(on the basis of Age Group)KNOWN TO BRAND 15-25 25-35 35-50 50 and AboveYes 56 13 4 5No 15 4 3 0USE OF LEATHER PRODUCT 15-25 25-35 35-50 50 and AboveFootwear 59 15 6 5Garments 14 1 2 0Accessories 25 8 3 3CONSULTATION 15-25 25-35 35-50 50 and AboveFriends and Family 33 8 3 3Media 5 3 0 0Dealers and Distributors 0 0 0 0Your own self 34 9 4 2TIME OF PURCHASE OF LEATHER PRODUCT 15-25 25-35 35-50 50 and AboveOccasions 12 4 2 1Festivals 3 1 0 0Events 2 0 0 0Not Specific 54 12 7 4PURPOSE OF BUYING THE PRODUCT 15-25 25-35 35-50 50 and AboveGift to someone 9 2 0 0For personal use 58 16 6 5Use within peer group and family 9 0 1 0Any other 0 0 0 0
  26. 26. MODE OF PURCHASE 15-25 25-35 35-50 50 and AboveCash 55 12 6 4Credit Cards 0 0 0 1Both 16 5 1 0TIME DURATION OF BUYING THE PRODUCT 15-25 25-35 35-50 50 and AboveLess than a month 3 0 2 0Monthly 5 2 0 0Bi-monthly 11 3 1 0Six monthly 27 6 2 1Yearly 17 4 1 4More than a year 8 2 1 0RANKINGS FOR TIL PRODUCTS 1. Age group of 15 – 25 (1) (2) (3) (4) (5) WEIGHTED AVERAGE RANKSConformance Quality 23 28 14 5 1 3.94Performance Quality 24 20 13 11 3 3.71Price 9 26 24 7 5 3.38Aestheticness 8 14 27 17 5 3.04Form 8 20 29 10 4 3.25Features 14 27 21 5 4 3.59Durability 27 26 10 4 4 3.95Reliability 29 25 9 6 2 4.02Repair ability 13 24 18 11 5 3.40Style and Design 27 26 9 5 4 3.94Brand Name 31 22 7 10 1 4.01
  27. 27. 2. Age group of 25 – 35 (1) (2) (3) (4) (5) WEIGHTED AVERAGE RANKSConformance Quality 10 3 3 1 0 4.21Performance Quality 9 6 1 1 0 4.35Price 4 8 3 1 1 3.76Aestheticness 3 8 3 3 0 3.64Form 2 7 6 2 0 3.52Features 2 9 3 2 1 3.52Durability 5 6 3 2 1 3.70Reliability 4 11 1 1 0 4.05Repair ability 4 7 4 1 1 3.70Style and Design 8 4 3 1 1 4.00Brand Name 8 3 5 1 0 4.05 3. Age group of 35 – 50 (1) (2) (3) (4) (5) WEIGHTED AVERAGE RANKSConformance Quality 3 3 0 0 1 4.00Performance Quality 2 4 0 0 1 3.85Price 0 2 3 2 0 3.00Aestheticness 1 4 2 0 0 3.85Form 0 4 1 2 0 3.28Features 1 3 1 0 2 3.14Durability 2 2 1 0 2 3.28Reliability 3 3 2 0 0 4.14Repair ability 1 1 2 1 2 2.71Style and Design 1 3 2 1 0 3.57Brand Name 2 3 0 0 2 3.42 4. Age group of 50 and above (1) (2) (3) (4) (5) WEIGHTED AVERAGE RANKSConformance Quality 0 3 1 0 1 3.20Performance Quality 1 3 0 0 1 3.60Price 0 2 0 3 0 2.80Aestheticness 0 1 3 1 0 3.00Form 1 2 0 2 0 3.40Features 0 2 1 1 1 2.80Durability 1 2 0 2 0 3.40Reliability 0 2 0 3 0 2.80Repair ability 0 4 0 1 0 3.60Style and Design 0 3 1 1 0 3.40Brand Name 2 1 0 2 0 3.60
  28. 28. RANKINGS FOR LEATHER PRODUCTS, IN GENERAL 1. Age group of 15 – 25 (1) (2) (3) WEIGHTED AVERAGE RANKSPopularity 37 28 6 2.43Style 37 30 4 2.46Availability 29 33 9 2.28Fashion ability 28 31 12 2.22Lifestyle Fitting 36 22 13 2.32 1. Age group of 25 – 35 (1) (2) (3) WEIGHTED AVERAGE RANKSPopularity 8 7 2 2.52Style 7 8 2 2.29Availability 3 7 7 1.76Fashion ability 8 9 0 2.47Lifestyle Fitting 9 7 1 2.47 1. Age group of 35 – 50 (1) (2) (3) WEIGHTED AVERAGE RANKSPopularity 6 1 0 2.85Style 4 2 1 2.42Availability 1 3 3 1.71Fashion ability 1 3 3 1.71Lifestyle Fitting 5 1 1 2.57 1. Age group of 50 and above (1) (2) (3) WEIGHTED AVERAGE RANKSPopularity 3 2 0 2.60Style 4 1 0 2.80Availability 2 2 1 2.20Fashion ability 4 1 0 2.80Lifestyle Fitting 3 1 1 2.40
  29. 29. DATA ANALYSIS III(on the basis of Gender)KNOWN TO BRAND Male FemaleYes 51 27No 10 12USE OF LEATHER PRODUCTS Male FemaleFootwear 56 29Garments 10 7Accessories 19 20TIME OF PURCHASE Male FemaleOccasions 8 11Festivals 1 3Events 1 1Not specific 52 25PURPOSE OF BUYING THE PRODUCT Male FemaleGift to someone 4 7For personal use 55 30Using within peer group and family 7 3Any others 0 0MODE OF PURCHASE Male FemaleCash 47 30Credit cards 1 0Both 13 9
  30. 30. TIME DURATION OF PURCHASE OF LEATHER PROODUCTS Male FemaleLess than a month 4 1Monthly 3 47Bi monthly 7 8Six monthly 25 11Yearly 15 11More than a year 7 4RANKING FOR LEATHER PRODUCTS OF TIL MALE FEMALE (1) (2) (3) (4) (5) WAR (1) (2) (3) (4) (5) WARConformance Quality 24 24 10 2 1 4.11 12 13 8 4 2 3.74Performance Quality 25 19 6 8 3 3.90 11 14 8 4 2 3.71Price 8 24 16 9 4 3.37 5 14 14 4 2 3.41Aestheticness 6 17 21 14 3 3.14 6 11 13 7 2 3.30Form 10 18 19 12 2 3.36 1 15 17 4 2 3.23Features 9 26 15 5 6 3.44 8 15 11 3 2 3.61Durability 21 20 9 5 6 3.73 14 16 5 4 0 4.02Reliability 18 28 6 7 2 3.86 18 13 5 3 0 4.17Repair ability 12 22 15 11 1 3.54 5 14 10 3 7 3.17Style and Design 23 21 9 4 4 3.90 12 17 5 4 1 3.89Brand Name 21 21 8 9 2 3.81 20 11 2 4 2 4.10RANKINGS FOR LEATHER PRODUCTS, IN GENERAL MALE FEMALE (1) (2) (3) WAR (1) (2) (3) WARPopularity 34 25 2 2.52 20 13 6 2.35Style 29 27 5 2.39 23 14 2 2.53Availability 21 28 12 2.14 14 17 8 2.15Fashion ability 26 28 7 2.31 15 16 8 2.17Lifestyle Fitting 28 22 11 2.27 26 8 5 2.53
  31. 31. DATA ANALYSIS IV(on the basis of profession of the respondents)KNOWN TO BRAND SERVICE BUSINESS STUDENTYes 16 8 54No 4 2 16USE OF LEATHER PRODUCTS SERVICE BUSINESS STUDENTFootwear 17 9 59Garments 6 2 9Accessories 9 5 25CONSULTATION SERVICE BUSINESS STUDENTFriends and Family 10 2 35Media 2 0 6Dealers and Distribution 0 0 0Your own self 10 8 31TIME OF PURCHASE OF LEATHER PRODUCTS SERVICE BUSINESS STUDENTOccasions 4 2 13Festivals 2 0 2Events 1 0 1Not specific 14 8 55PURPOSE OF BUTING THE PRODUCT SERVICE BUSINESS STUDENTTo gift someone 2 1 8For personal use 18 8 59Use within peer group 2 2 6and familyAny other 0 0 0
  32. 32. MODE OF PURCHASE SERVICE BUSINESS STUDENTCash 14 7 56Credit Cards 1 0 0Both 5 3 14TIME DURATION OF BUYING THE PRODUCT SERVICE BUSINESS STUDENTLess than a month 0 1 4Monthly 2 1 4Bi monthly 3 3 9Six monthly 6 1 29Yearly 7 3 16More than a year 2 1 8RANKINGS FOR TIL PRODUCTS 1. For Service Class (1) (2) (3) (4) (5) WEIGHTED AVERAGE RANKSConformance Quality 9 8 1 1 1 4.15Performance Quality 6 8 5 0 1 3.90Price 5 3 5 4 3 3.15Aestheticness 1 6 8 5 0 3.15Form 2 4 8 5 1 3.05Features 3 8 4 3 2 3.35Durability 5 8 3 4 0 3.70Reliability 5 9 2 4 0 3.75Repair ability 2 7 5 3 3 3.10Style and Design 7 7 4 1 1 3.90Brand Name 8 6 1 3 2 3.75
  33. 33. 2. For Business Class (1) (2) (3) (4) (5) WEIGHTED AVERAGE RANKSConformance Quality 5 3 1 0 1 4.10Performance Quality 3 5 0 1 1 3.80Price 0 5 4 1 0 3.40Aestheticness 1 7 2 0 0 3.90Form 0 7 1 2 0 3.50Features 1 6 1 0 2 3.40Durability 3 3 2 0 2 3.50Reliability 4 4 2 0 0 4.20Repair ability 2 4 2 1 1 3.50Style and Design 3 3 3 1 0 3.80Brand Name 6 3 0 1 0 4.40 3. For Students (1) (2) (3) (4) (5) WEIGHTED AVERAGE RANKSConformance Quality 22 26 16 5 1 3.90Performance Quality 27 20 9 11 3 3.81Price 8 30 21 8 3 3.45Aestheticness 10 15 24 16 5 3.12Form 8 22 27 10 3 3.31Features 12 27 21 6 4 3.52Durability 26 25 9 6 4 3.90Reliability 26 28 7 7 2 3.98Repair ability 13 25 18 9 5 3.45Style and Design 26 26 8 6 4 3.91Brand Name 29 20 10 9 2 3.92RANKING FOR LEATHER PRODUCTS, IN GENERAL 1. For Service Class (1) (2) (3) WEIGHTED AVERAGE RANKSPopularity 10 8 2 2.40Style 11 7 2 2.45Availability 6 9 5 2.05Fashion ability 10 8 2 2.40Lifestyle Fitting 10 8 2 2.40
  34. 34. 2. For Business Class (1) (2) (3) WEIGHTED AVERAGE RANKSPopularity 6 4 0 2.60Style 6 4 0 2.60Availability 3 3 4 1.90Fashion ability 6 3 1 2.50Lifestyle Fitting 7 2 1 2.60 3. For Students (1) (2) (3) WEIGHTED AVERAGE RANKSPopularity 38 26 6 2.45Style 35 30 5 2.42Availability 26 33 11 2.21Fashion ability 26 32 12 2.20Lifestyle Fitting 35 22 13 2.31
  35. 35. DATA ANALYSIS V(on the basis of salary group of respondents)KNOWN TO BRAND 0-5000 5001-15000 15001 AND ABOVEYes 52 18 8No 17 3 2USE OF LEATHER PRODUCTS 0-5000 5001-15000 15001 AND ABOVEFootwear 58 18 9Garments 8 7 2Accessories 25 8 6CONSULTATION 0-5000 5001-15000 15001 AND ABOVEFriends and family 36 0 3Media 4 0 4Dealers and Distributors 0 0 0Your own self 32 13 4TIME OF PURCHASE OF LEATHER PRODUCTS 0-5000 5001-15000 15001 AND ABOVEOccasions 14 4 1Festivals 2 1 1Events 1 1 0Not specific 53 16 8PURPOSE OF BUYING THE PRODUCT 0-5000 5001-15000 15001 AND ABOVETo gift someone 9 1 1For personal use 57 19 9Use within peer group 7 2 1and familyAny other 0 0 0
  36. 36. MODE OF PURCHASE 0-5000 5001-15000 15001 AND ABOVECash 54 17 6Credit Cards 0 1 0Both 15 3 4TIME DURATION OF BUYING THE PRODUCT 0-5000 5001-15000 15001 AND ABOVELess than a month 3 1 1Monthly 4 1 2Bi monthly 8 5 2Six monthly 28 6 2Yearly 18 6 2More than a year 8 2 1RANKINGS FOR TIL PRODUCTS 1. For salary group: 0-5000 (1) (2)(3) (4) (5) WEIGHTED AVERAGE RANKSConformance Quality 23 25 15 5 1 3.92Performance Quality 25 20 10 11 3 3.76Price 7 30 21 7 4 3.42Aestheticness 11 15 24 14 5 3.18Form 7 20 29 9 4 3.24Features 12 25 21 7 4 3.49Durability 25 24 12 4 4 3.89Reliability 27 26 8 6 2 4.01Repair ability 11 25 18 10 5 3.39Style and Design 23 26 9 6 5 3.81Brand Name 28 18 10 11 2 3.85
  37. 37. 2. For salary group: 5001-15000 (1) (2) (3) (4) (5) WEIGHTED AVERAGE RANKSConformance Quality 9 9 2 0 1 4.19Performance Quality 10 7 3 0 1 4.19Price 5 5 5 5 1 3.38Aestheticness 1 10 6 3 1 3.33Form 3 8 6 4 0 3.47Features 4 11 3 1 2 3.66Durability 7 9 2 3 0 3.95Reliability 5 12 2 2 0 3.95Repair ability 3 7 5 3 3 3.19Style and Design 8 7 4 2 0 4.00Brand Name 9 8 1 1 0 4.00 3. For salary group: 15001 and above (1) (2) (3) (4) (5) WEIGHTED AVERAGE RANKSConformance Quality 4 3 1 1 1 3.80Performance Quality 1 6 1 1 1 3.50Price 1 3 4 1 1 3.20Aestheticness 1 3 3 3 0 3.20Form 1 5 1 3 0 3.40Features 1 5 2 0 2 3.30Durability 3 3 0 2 2 3.30Reliability 4 3 1 2 0 3.90Repair ability 3 4 2 1 0 3.90Style and Design 5 3 2 0 0 4.30Brand Name 6 3 0 0 0 4.40RANKING FOR LEATHER PRODUCTS, IN GENERAL 1. For salary group: 0-5000 (1) (2) (3) WEIGHTED AVERAGE RANKSPopularity 36 27 6 2.43Style 35 29 5 2.43Availability 25 33 11 2.20Fashion ability 26 31 12 2.20Lifestyle Fitting 32 23 14 2.26
  38. 38. 2. For salary group: 5001-15000 (1) (2) (3) WEIGHTED AVERAGE RANKSPopularity 10 10 1 2.42Style 9 11 1 2.382.Availability 6 7 8 1.90Fashion ability 8 10 3 2.23Lifestyle Fitting 12 8 1 2.52 3. For salary group: 15001 and above (1) (2) (3) WEIGHTED AVERAGE RANKSPopularity 8 1 1 2.70Style 8 1 1 2.70Availability 4 5 1 2.30Fashion ability 7 3 0 2.70Lifestyle Fitting 8 1 1 2.70
  39. 39. CONCLUSIONFrom the data analysis on different demographic parameters, following conclusions can bedrawn:ON THE BASIS OF COMPLETE SAMPLE SIZE TAKEN OF 100RESPONDENTS Maximum users of the leather products belongs to Age group of 15 to 25 71% Male Category 61% Student 70% Salary Group of 0 to 5000 69% 78% respondents were known to brand and 22% don‘t know any of the brands of any leather. Use of Leather products Footwear 85% Garments 17% Leather goods and Accessories 39% 49% won‘t consult anybody while buying the product and 47% consult their friends and family for buying the product. Rest 8% is influenced by the media for buying the product. Time of Purchase Anytime 77% At time of special occasion 19% At time of festival 4% At different events 2% Purpose of buying For personal use 85% To gift someone 11% For using within peer group and family 10%
  40. 40. Mode of purchaseIn Cash 77%Using Credit Cards 1%Either using Credit cards or in cash 22%Time duration of buying the leather productsWithin a month 5%Monthly 7%Bi monthly 15%Six monthly 36%Yearly 26%More than a year 11%On the basis of weighted average ranks calculated for different features of leatherproducts of TIL, it can be inferred that the respondents or consumers of leather productsgives the priority to its features in the following order:1. Reliability2. Conformance Quality and Brand Name3. Durability4. Performance Quality5. Style and design6. Variety7. Reparability8. Price9. Form10. AestheticnessOn the basis of weighted average ranks calculated for different features of leatherproducts ( as a whole), it can be inferred that the respondents or consumers of leatherproducts gives the priority to its features in the following order:1. Popularity2. Style3. Lifestyle Fitting4. Fashion ability5. Availability
  41. 41. ON THE BASIS OF AGE GROUP TO WHICH THERESPONDENTS BELONGS TOFOR AGE GROUP OF 15 – 25 78.87 % were known to brand. 83.09 % uses leather footwear, 19.71 % uses leather garments, and 35.21 % uses leather accessories. 46.47 % were influenced by friends and family, 7.04 % by media, and 47.88 % are not influenced by anyone and take decisions on own self. 16.90 % buys at time of occasions, 4.22 % on festivals, 2. 81 % on events and 54 % buys the product anytime throughout the year. 12.67 % buys the product to gift someone, 81.69 % buys it for personal use, and 12.67 % buys for using within peer group and family members. 77.46 % buys in cash and 22.53 % using either credit cards or in cash. 38 % buys the product within six months.FOR AGE GROUP OF 25 – 35 76.47 % were known to brand. 88.23 % uses leather footwear, 5.88 % uses leather garments, and 47.05 % uses leather accessories. 47.05 % were influenced by friends and family, 17.64 % by media, and 52.94 % are not influenced by anyone and take decisions on own self. 23.52 % buys at time of occasions, 5.88 % on festivals, and 70.58 % buys the product anytime throughout the year. 11.76 % buys the product to gift someone, and 94.11 % buys it for personal use. 70.58 % buys in cash and 5 % using either credit cards or in cash. 35.29 % buys the product within six months.
  42. 42. FOR AGE GROUP OF 35 – 50 57.14 % were known to brand. 85.71 % uses leather footwear, 28.57 % uses leather garments, and 42.85 % uses leather accessories. 42.85 % were influenced by friends and family, and 57.14 % are not influenced by anyone and take decisions on own self. 28.57 % buys at time of occasions, and 100 % buys the product anytime throughout the year. 85.71 % buys it for personal use, and 14.28 % buys for using within peer group and family members. 85.71 % buys in cash and 14.28 % using either credit cards or in cash. 28.57 % buys the product within six months.FOR AGE GROUP OF 50 AND ABOVE 100 % were known to brand. 100 % uses leather footwear and 60 % uses leather accessories. 60 % were influenced by friends and family, and 40 % are not influenced by anyone and take decisions on own self. 20 % buys at time of occasions, 80 % buys the product anytime throughout the year. 100 % buys it for personal use. 80 % buys in cash and 20 % using either credit cards or in cash. 80 % buys the product within a year.
  43. 43. PRIOROTY LIST OF FEATURES OF TIL PRODUCT FOR DIFFERENT AGEGROUPS ARE0 – 25 25 – 35 35 – 50 50 And Above Performance Quality,Reliability Performance Quality Reliability Repair ability, Brand Name Form,Brand Name Conformance Quality Conformance Quality Durability, Style and Design Reliability, Performance Quality,Durability Conformance Quality Brand Name AestheticnessConformance Quality, Style and Design Style and Design AestheticnessStyle and DesignPerformance Quality Price Brand Name Durability, Form,Variety Repair ability Durability Price,Repair ability Aestheticness Variety Variety,Price Price Reliability Form,Form Variety Repair abilityAestheticnessPRIOROTY LIST OF FEATURES OF TIL PRODUCT FOR DIFFERENT AGEGROUPS ARE0 – 25 25 – 35 35 – 50 50 And Above Style,Style Popularity Popularity Fashion ability Fashion ability,Popularity Lifestyle Fitting Popularity Lifestyle FittingLife Style Fitting Style Style Lifestyle FittingAvailability Availability, Availability AvailabilityFashion ability Fashion ability
  44. 44. ON THE BASIS OF GENDER OF THE RESPONDENTSFOR MALES 83.60 % were known to brand. 91.80 % uses leather footwear, 16.39 % uses leather garments, and 31.14 % uses leather accessories. 52.45 % were influenced by friends and family, 8.19 % by media, and 45.90 % are not influenced by anyone and take decisions on own self. 13.11 % buys at time of occasions, 1.63 % on festivals, 1.63 % on events, and 85.24 % buys the product anytime throughout the year. 6.55 % buys the product to gift someone, 90.16 % buys it for personal use, and 11.47 % buys for using within peer group and family members. 77.04 % buys in cash, 1.63 % buys in credit cards, and 21.31 % using either credit cards or in cash. 40.98 % buys the product within six months.FOR FEMALES 69.23 % were known to brand. 74.35 % uses leather footwear, 17.94 % uses leather garments, and 51.28 % uses leather accessories. 38.46 % were influenced by friends and family, 5.12 % by media, and 53.89 % are not influenced by anyone and take decisions on own self. 28.20 % buys at time of occasions, 7.69 % on festivals, 2.56 % on special or sponsored events, and 64.10 % buys the product anytime throughout the year. 17.94 % buys the product to gift someone, 76.92 % buys it for personal use, and 7.69 % buys it for using within peer group and family members. 76.92 % buys in cash and 23.07 % using either credit cards or in cash. 28.20 % buys the product within a year.
  45. 45. PRIORITY LIST OF FEATURES OF TIL PRODUCTS FOR DIFFERENT GENDERSAREMALE FEMALEConformance Quality ReliabilityPerformance Quality, Brand NameStyle and DesignReliability DurabilityBrand Name Style and DesignDurability Conformance QualityRepair ability Performance QualityVariety VarietyPrice PriceForm Aestheticness FormAestheticness Repair abilityPRIORITY LIST OF FEATURES OF LEATHER PRODUCTS, IN GENERAL AREMALE FEMALE Style,Popularity Lifestyle FittingStyle PopularityFashion ability Fashion abilityLifestyle Fitting AvailabilityAvailability
  46. 46. ON THE BASIS OF OCCUPATION OR PROFESSION OF THERESPONDENTS BELONGS TOFOR SERVICE CLASS 80 % were known to brand. 85 % uses leather footwear, 30 % uses leather garments, and 45 % uses leather accessories. 50 % were influenced by friends and family, 10 % by media, and 50 % are not influenced by anyone and take decisions on own self. 20 % buys at time of occasions, 10 % on festivals, 5 % on events, and 70 % buys the product anytime throughout the year. 10 % buys the product to gift someone, 90 % buys it for personal use, and 10 % buys for using within peer group and family members. 70 % buys in cash, 5 % buys using credit cards, and 25 % using either credit cards or in cash. 35 % buys the product within a year.FOR BUSINESS CLASS 80 % were known to brand. 90 % uses leather footwear, 20 % uses leather garments, and 50 % uses leather accessories. 20 % were influenced by friends and family, and 80 % are not influenced by anyone and take decisions on own self. 20 % buys at time of occasions, and 80 % buy the product anytime throughout the year. 10 % buys the product to gift someone, 80 % buys it for personal use, and 20 % buys it for using within peer group and family members. 70 % buys in cash and 30 % using either credit cards or in cash. 30 % buys the product within a year.
  47. 47. FOR STUDENTS 77.14 % were known to brand. 84.28 % uses leather footwear, 12.85 % uses leather garments, and 35.71 % uses leather accessories. 50 % were influenced by friends and family, 8.57 % by media, and 44.28 % are not influenced by anyone and take decisions on own self. 18.57 % buys at time of occasions, 2.85 % buys at time of festivals, 1.42 % buys from dealers and distributors, and 78.57 % buys the product anytime throughout the year. 11.42 % buys the product to gift someone, 84.28 % buys it for personal use, and 8.57 % buys it for using within peer group and family members. 80 % buys in cash and 20 % using either credit cards or in cash. 41.42 % buys the product within six months.PRIORITY LIST OF FEATURES OF TIL PRODUCTS FOR DIFFERENTOCCUPATION OR PROFESSION ARESERVICE BUSINESS STUDENTConformance Quality Brand Name ReliabilityPerformance Quality, Reliability Brand NameStyle and DesignReliability, Conformance Quality Style and DesignBrand Name Conformance Quality,Durability Aestheticness Durability Style and Design,Variety Performance Quality Performance Quality Repair ability,Price, Form, VarietyAestheticness Durability Price,Repair ability Price, Repair ability Variety FormForm Aestheticness
  48. 48. PRIORITY LIST OF FEATURES OF LEATHER PRODUCTS, IN GENERAL, ARESERVICE BUSINESS STUDENT Style,Style Popularity, Popularity Lifestyle FittingPopularity, Fashion ability StyleLifestyle FittingFashion ability Lifestyle Fitting Availability AvailabilityAvailability Fashion ability
  49. 49. ON THE BASIS OF SALARY OF THE RESPONDENTSFOR SALARY GROUP OF 0 - 5000 75.36 % were known to brand. 84.05 % uses leather footwear, 11.59 % uses leather garments, and 36.23 % uses leather accessories. 52.17 % were influenced by friends and family, 5.79 % by media, and 46.37 % are not influenced by anyone and take decisions on own self. 20.28 % buys at time of occasions, 2.89% on festivals, 1.44 % on events, and 76.81 % buys the product anytime throughout the year. 13.04 % buys the product to gift someone, 82.60 % buys it for personal use, and 10.14 % buys for using within peer group and family members. 78.26 % buys in cash and 21.73 % using either credit cards or in cash. 40.57 % buys the product within six months.FOR SALARY GROUP OF 5001 - 15001 85.71 % were known to brand. 85.71 % uses leather footwear, 33.33 % uses leather garments, and 38.09 % uses leather accessories. 38.09 % were influenced by friends and family, and 61.90 % are not influenced by anyone and take decisions on own self. 19.04 % buys at time of occasions, 4.76 % buy at time of festivals, 4.76 % buys at time of events, and 76.19 % buys the product anytime throughout the year. 4.76 % buys the product to gift someone, 90.47 % buys it for personal use, and 9.52 % buys it for using within peer group and family members. 80.95 % buys in cash 4.76 % buys using credit cards, and 14.28 % using either credit cards or in cash. 28.57 % buys the product within a year.
  50. 50. FOR SALARY GROUP OF 15001 AND ABOVE 80 % were known to brand. 90 % uses leather footwear, 20 % uses leather garments, and 60 % uses leather accessories. 30 % were influenced by friends and family, 40 % by media, and 40 % are not influenced by anyone and take decisions on own self. 10 % buys at time of occasions, 80 % buys at time of festivals, and 80 % buys the product anytime throughout the year. 10 % buys it for personal use, and 90 % buys it for using within peer group and family members. 60 % buys in cash and 40 % using either credit cards or in cash. 20 % buys the product within a year.PRIORITY LIST OF FEATURES OF TIL PRODUCTS FOR DIFFERENT AGEGROUPS ARE0 – 5000 5001 - 15001 15001 AND ABOVE Conformance QualityReliability Brand Name Performance Quality Style and DesignConformance Quality Style and Design Brand Name Durability ReliabilityDurability Reliability Repair abilityBrand Name Variety Conformance QualityStyle and Design Form Performance QualityPerformance Quality Price FormVariety Aestheticness Variety DurabilityPriceRepair ability Repair ability AestheticnessForm PriceAestheticness
  51. 51. PRIORITY LIST OF FEATURES OF LEATHER PRODUCTS, IN GENERAL, ARE0 – 5000 5001 - 15001 15001 AND ABOVE PopularityPopularity Style Lifestyle FittingStyle Lifestyle Fitting Fashion abilityLifestyle Fitting Popularity StyleAvailability Availability Fashion abilityFashion ability Availability
  52. 52. SUGGESTIONS AND RECOMMENDATIONSConsidering the results of Ques. 9, it is recommended thatON THE BASIS OF COMPLETE SAMPLE TAKEN (100 RESPONDENTS)As Reliability, Conformance (or Performance) Quality, and Brand Name offered by thecompany‘s products are the most important attribute desired by the people, the company shouldconcentrates on the same.ON THE BASIS OF AGE GROUP OF THE RESPONDENTSFor the different age groups, the company should concentrate on the following features of itsproducts15 – 25 Reliability25 – 35 Performance Quality35 – 50 Reliability Brand Name,50 and above Repair ability, and Performance QualityON THE BASIS OF RESPONDENTSFor the males and females, the company should concentrate on the following features of itsproductsMale Conformance QualityFemale ReliabilityON THE BASIS OF OCCUPATION OF RESPONDENTSFor the different profession of the respondents, the company should concentrate on the followingService Conformance QualityBusiness Brand NameStudent Reliability
  53. 53. ON THE BASIS OF SALARY OF THE RESPONDENTSFor the different salary groups, the company should concentrate on the following0 – 5000 Reliability Conformance Quality5001 – 15000 Performance Quality15000 and above Brand Name
  54. 54. LIMITATIONS1. The size of sample being small will affect the results obtained2. The questionnaires thus filled were not properly filled to editing part becomes a major part of the analysis.3. Since it is a self report study, there is a possibility of social desirability bias.4. Statistical tools thus applied are tried to be done with perfection but may be affected by slight calculative errors.5. It was a time bounded project.6. The respondents were not cooperative well enough to meet the requirements of this project.7. There are two questions in the questionnaire (Ques. 9 and 12) to be rated in a relative order, which could be difficult task and will not help to obtain the results on account of its enormity.8. The consumer attitude is rather long and complex subject and hence presented a difficulty for the respondents.
  55. 55. THE QUESTIONNAIREDear Respondent, this Major Research Project is a part of curriculum of MBA. Hence, I needyour support in answering the question:PERSONAL DATANAME: ------------------------------------------------------------------AGE: (a) 15 – 25 (b) 25 – 35 (c) 35 – 50 (d) 50 and aboveGENDER: (a) Male (b) FemaleOCCUPATION: (a) Service (b) Business (c) StudentSALARY: (a) 0 – 5000 (b) 5001 - 15000 (c) 15000 and aboveQ1. When we talk about the leather product, does any brand come in your mind? (a) Yes (b) NoQ2. Which leather product do you use? (a) Footwear (b) Garments (c) AccessoriesQ3. Whom would you consult while making your decision about buying or changing your brandof leather products? (a) Friends or Family (b) Media (c) Dealers / Distributors (d) Your own selfQ4. Which time you generally purchase the leather product? (a) Occasions (b) Festivals (c) Special / Sponsored Events (d) Not specific
  56. 56. Q5. Your purpose of buying the leather product is (a) Gift to someone (b) For personal use (c) For using within peer group and family members (d) Any other (specify) -----------------------------------Q6. Your budget (in terms of Rupees) while changing or buying the brand? Your price range -------------------------------------------Q7. How would you like to purchase leather product? (a) Cash (b) Credit cards (c) BothQ8. On which time duration would you buy the leather products? (a) Less than a month (b) Monthly (c) Bi monthly (d) Six monthly (e) Yearly (f) More than a yearQ9. Please rank the following items using the following hints: Strongly Satisfied 1 Satisfied 2 Neutral 3 Dissatisfied 4 Strongly Dissatisfied 5S. No. ITEM (5) (4) (3) (2) (1)1 Conformance Quality2 Performance Quality3 Price4 Aestheticness5 Form6 Feature7 Durability8 Reliability9 Repair ability10 Style and Design11 Brand Name
  57. 57. Q10. What does you like best in the leather products of Tata International Ltd.? From the above items --------------------------------------- If any other, specify -----------------------------------------Q11. (If Ques. 10 is answered ―if any other, specify‖) Your satisfaction level about the product is (a) Strongly Satisfied (b) Satisfied (c) Dissatisfied (d) Strongly dissatisfiedQ12. Rate the parameters on the 3-point scale (1 – High; 2 – Average; 3 - Low) Popularity Style Availability Fashion ability Lifestyle FittingThanks for giving your support.Signature
  58. 58. BIBLIOGRAPHYREFERENCES (FOR CONSUMER ATTITUDE)Leon G. Schiffmann, and Lustic Lazar KanukConsumer BehaviorPrentice Hall, 6th Edition, 1995William L. WilkieConsumer BehaviorJohn Wiley and Sons, New York, 3rd Edition, 1994Jagdish F. Engel, Roger D. Blackwell, and Paul W. MiniardConsumer BehaviorDryden Press, Chicago, 6th Edition, 1990David L. Loudon, and Albert J. Della BittaConsumer BehaviorMcGraw Hill, 4th Edition, 1993Suja R. NairConsumer BehaviorNew Delhi, Himalaya Publishing House, 1st Edition, 2001WEBSITES (FOR COMPANY AND INDUSTRY)www.tatainternational.comwww.yahoo.co.inwww.rediff.co.in

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