Internship Report on the Company Overview of

1
Project Report on
The Survey on Linen Ethnic Wear in Women’s Category
Submitted by:
Vishal Kumar Singh
Institute of Engineering & Management, Kolkata
As a Partial fulfilment for the Degree of
Masters of Business Administration
(Approved by AICTE, Govt. of India)
2016-2017
Name: Vishal Kumar Singh Under the Guidance of
Batch : 2015 – 2017 Mr. Atul Verma
Asst. Vice President
Flax Marketing Dept.
Jay Shree Textiles, Rishra,
Aditya Birla Group

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INSTITUTE OF ENGINEERING AND MANAGEMENT
D1, Sector V, Saltlake Electronics Complex
Kolkata 700091
CERTIFICATE
This is to Certify that the Project Work entitled “Survey on linen ethnic wear in Women’s
Category” is a bonafide Work Carried out by Vishal Kumar Singh, a Candidate of the
MBA(2015-17)
Institute of Engineering and management, Kolkata under my guidance and direction.
Signature
Prof. Swati Mukherjee
Institute of Engineering & Management.
Kolkata

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Acknowledgement
I express my Heartiest Gratitude to Jaya shree Textiles, Rishra to giving me an opportunity
to make this project on “ Survey on Linen Ethnic wear in women’s Category”, where i got to
learn so much things about the textile garments. I thanks to the Dept. of Flax yarn Marketing
For finding time for me in their busy schedule and proving with their valuable guidance for
doing the project.
I am also thankful to Mr. Atul Verma and Mr. Vinay tiwari of Linen Yarn Dept. for allowing
me to do internship in his Department and constantly guiding me with their aspects of
Marketing Research, without them the completion of the study would not be possible. I
would also pay my gratitude to Mr. Manoj Tiwari and Miss. Ria Chanda for guiding me in
throughout our internship tenure.
I thank those entire retail outlets where i carried my survey which is Biba, Fab india, Adi
Mohini Mohan Kanjilal, Indian Silk house, Jhoomar, Khadder, Gatha, and Ethnicity.
I am also thankful to My institute that is “Institute of Engineering and Mangament” for
giving us with the opportunity to do our internship in the prestigious organisation jaya shree
Textiles, Under the Brand Aditya Birla Group.
Last i am also thankful to my Mentor Swati Mam for her guidance and answering and
clearing my doubts.

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EXECUTIVE SUMMARY
Introduction
For betterment individual surveys are done to analyse the consumer behaviour in the Linen
ethnic wears in the Women’s Category. For this a random sampling of more than 100
respondents were done, out of which 35 respondents came out to be the current buyers/users
of linen ethnic wears. Rest of the 65 respondents are non buyers and non users of linen
ethnic wears in the women’s category. A detailed structure of each of the surveys and their
respective analysis are described below:
 Researchobjective:
 Primary ResearchObjectives:
To do an analysis on the consumer behaviour of women buying linen ethnic
wears on the basis of the following:
o Demographic details of the consumers
o Purchase destinations of their linen ethnic wears
o Frequency of purchase of their linen ethnic wears
o Factors affecting their buying decisions
o Purpose of their buying of linen ethnic wears
o Spending on the linen ethnic wears in the past 24 months
o Time of purchase preferred by them
o Preferences of styles and designs of the linen ethnic wears
o Reasons for preferring linen ethnic wears
 Secondary objectives:
o To know which brands/retail stores are offering linen ethnic wears in
the women’s category.
o To design a promotional strategy that may be devised to increase the
sales of linen ethnic wears in the women’s category even further.
 ResearchMethodology:
o Sample Size: 50
o Researchdesign: This is an explanatory research type. Structured
questionnaires are made keeping in mind about the various as aspects
of consumer behaviour. The survey is carried out in the various retail
outlets and shopping malls of Kolkata.

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o Source of data: The sources of data are primary in nature. The
information about the various aspects of consumer behaviour
mentioned above are gathered by filling up structured questionnaires
by the consumer of linen ethnic wears themselves.
o According to the coverage: Micro study
o Scope of Research: I have done a survey on linen ethnic wear in the
women’s category in both retail consumer level. The survey was
carried in the different retail stores and malls in Kolkata. This section
of survey includes the analysis of consumer behaviours who are
currently buying linen ethnic wears.
o Limitations of the research: Due to time Constraints and
Geographical constraints, the data collected for making the project
report for the market survey is done in Kolkata only.

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TABLE OF CONTENTS
SL. NO CONTENT Page No.
1 Chapter 1 : Introduction
8 - 9
10 – 11
12
13
14 – 17
15
16
17
17
18
19
20 - 21
22
22 – 26
27 – 28
29
1.1 About Aditya Birla group
1.2 About Jaya shree textiles
2
3
4
5
Chapter 2 : Company Overview of Jaya shree textiles
2.1 Layout of JST
2.2 Organization Structure
2.3 Functioning and Process
2.3.1 Types of Material handling in the Company
2.3.2 Elements of supply chain of the Company
2.3.3 Movements of goods from Suppliers to customers
2.4 Business Environment
Survey on linen Ethnicwear Market of Women’s
Category in Kolkata
Literature Review
Findings and Analysis of the four Surveys Conducted
5.1 Introduction
5.2 Analysis for the buyers of linen ethnic wear
5.2.1 Frequency, Percentage and Pie Chart
5.3 Introduction
5.4 Analysis of female Customers not buying Linen ethnic
wear

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5.4.1 Frequency, Percentage, and Pie chart
5.5 Introduction
5.6 Analysis of stores keeping Linen ethnic wear
5.6.1 Frequency, Percentage and Pie chart
5.7 Introduction
5.8 Analysis of stores not keeping Linen ethnic Wear
5.9 Conclusion & Recommendation
Annexure
Questionnaires
Workings
References
29 – 35
36 – 37
38
38 – 47
48 – 49
50
50 – 57
58
59 - 62
59
60 – 62
62

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INTRODUCTION TO JAYSHREE TEXTILES
1.1 About Aditya Birla Group
A US $30 Billion Corporation, the Aditya Birla Group is in the league of fortune 500. It is
anchored by an extraordinary force of 1,30,000 employees, belonging to 30 different
nationalities. In the year 2009, the group was ranked among the top six great places for
leaders in the Asia Pacific region, in a study conducted by Hewitt Associates, RBL group and
fortune Magazine.
Globally, the Aditya Birla Group is:
Over 60 Percent of the group’s revenues flow from its Overseas Operations. The group
operates in 25 countries- India, UK, Germany, Hungary, Brazil, Italy, France, Luxembourg,
Switzerland, Australia, USA, Canada, Egypt, China, Thailand, Laos, Indonesia, Philippines,
Dubai, Singapore, Myanmar, Bangladesh, Vietnam, Malaysia, and Korea.
 A metals Powerhouse among the world’s Most cost Efficient Aluminium and
copper Producers. Hindalco-Novelis is the largest Aluminium rolling
company. It is one of the three biggest producers of primary producers of
primary aluminium in Asia, with the largest single location copper smelter.
 No 1 viscose staple fibres
 The fourth largest producer of insulators
 The fourth largest producer of carbon black
 The 10th largest cement producer globally and largest in india
 Among the best energy efficient fertiliser plants
In India:
 Largest premium branded apparel company
 The second largest producer of viscose filament yarn.
 The second largest in the chlor alkali sector.
 Among the top five cellular operators
 Among the top 10 Indian BPO companies by revenue size
 Among the top five asset Management and private sector life insurance
companies
 Among the top three supermarkets chains in the retail business.

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Rock solid in fundamentals, the Aditya Birla Group nurtures a culture where success does not
come in the way of the need to keep learning afresh, to keep nurturing.
Beyond Business:
Transcending business for over 50 years now, the group has been and continues to be
involved in meaningful welfare driven initiatives that distinctly impact the quality of life of
the weaker sections of the society in India, south east Asia and Egypt.
In India the group’s social projects span 2500 villages. It reaches out to six million people
annually through the Aditya birla centre for community initiatives and rural development,
spear headed by Mrs. Rajshree Birla. Its focus is health care, education, sustainable
livelihood, infrastructure and espousing social causes.
The group runs 42 schools, which provide quality schools education to over 45,000 children
in India’s interiors. Of these 18,000 children receive free education. An additional 8,000
students receive merit scholarships. Likewise at its 18 hospitals in India, more than 500,000
patients are given extremely subsidised medical care.

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1.2 About Jaya shree textiles
Jaya shree textiles, a unit of Aditya Birla nuvo ltd, is situated in rishra, Hooghly and is
India’s first integrated textile manufacturing unit to bag the coveted ISO 9001:2000, ISO
14001, OHSAS18001 and SA certifications for their commitment and excellence in
production and quality. Setting benchmarks in linen, jayashree textiles strives for excellence,
matching the quality standards of the Raffaela Palmieri have enriched the design value and
have made linen club fabrics the preferred choice of connoisseurs worldwide.
It is a multi-product conglomerate with a turnover of US$ 413 million for FY 2006. Jaya
shree Textiles sells its product in over 50 countries, spanning all the six continents of the
world. Jaya shree believes that sincere and commited effort is the only route to prosperity and
long term growth. Quality is the main criteria in each of the activities pursued by jaya shree.
Vision
To be a premium global conglomerate with a clear focus on each business.
Mission
Jaya shree as a part of the Aditya Birla group, seeks us to make it’s presence felt globally as
reliable suppliers of top quality yarns, fabrics and garments for chosen market segments. The
main of this organisation is to ensure total customer satisfaction through a thrust on quality,
rapid modernisation and expansion by synergising the advantages of the multinational and
diversified product- mix of the entire group. Jaya shree wishes to build its reputation as a
caring organisation, utilising all its resources through team work and continuous emphasis on
human resource development, knowledge integration, system perfection and research and
development.
“ To be a preffered supplier of wool tops, flax yarns, worsted yarns & fabrics to chosen
market segments and provide total customer satisfaction through thrust on cost quality,
speedand innovation”
GROUP VALUES
Jaya shree Textiles is commite to the group values:
 Integrity
 Commitment
 Passion
 Seamlessness
 Speed
All the staff members has been covered through workshops to give complete insight of the
group Values.
These values provide a strong foundation on which our practices and business decisions are
based.

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CERTIFICATIONS
 ISO 9001: 20008 Accreditation for all the four divisions
 Environmental Management systemplanned (ISO 14001)
 Occupational health And safety management ( OHSAS 18001) Systems
 Social Accountability ( SA 8000)
 Oeka-tex 100 for linen yarn and worsted yarn.
PRODUCTS
Jaya shree produces a wide variety of products which include:
 Linen yarns – Made up of the finest quality of west European flax. Serves weaving,
knitting and industrial purposes.
 Worsted yarns – Spun from the best of class merino wool for weaving, knitting,
upholstery applications.
 Fabrics – Wide range of pure linen and linen blends for the elite world. Flame
retardant fabrics for apparel, industrial and defence use.
 Wool tops – Finest quality merino wool from Australia is processed is to wool tops of
world class quality.
AWARDS
Second prize in textile sector , national energy conservation award – 2004 given by the
ministry of power, government of India.
 First Prize by the government of india for best energy conservation measures
 Short listed amongst the best performing industries by the west Bengal pollution
control board
 Special award from the synthetic & Rayon textile export promotion council for
highest export of polyster spun yarn for the fourth consecutive year.
Aditya birla nuvo Ltd is a diversified conglomerate and the platform that has launched many
new businesses for india’s premier business house, the group known as Aditya Birla Group.
As a leading player, Aditya birla nuvo ranks as :
 India’s second largest producer of viscose filament yarn ( VFY)
 Country’s largest premium branded apparel company
 The largest producer of carbon black
 Largest manufacturer of linen fabric in india
 Among the most energy efficient fertilizer plants
 India’s largest and the world’s fourth largest producer of insulators.

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CHAPTER – 2
2.1.1 Layout of Jaya Shree Textiles (JST) plant
JST ENTRANCE
Plant gate
Worsted gate
20 FT. factory road
20 FT. factory road
RRL
Godown
Worsted plant and godown
Dye house
Fabric Flax spinning plant-1
Processing
& W/H, Weaving Wool Comb
Plant-2 Plant-1
Power Pond Excise Wool Engg. Dept.
House Godown Comb Training
Plant-2 Centre
Greasy wool Purchase Fibre
Store
godown
Yarn
godown-8
Flax-2
Spinning
Plant
Weaving Gray Hank Flax Yarn godown (faddish)
Plant-1 Inspection Dye house Spinning-3 flax fibre andYarn godown
Warehouse
Main
office
Design
studio
Gate closed

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2.2 Organization structure
SBU : Strategic Business Unit
HOD : Head of Department
Business Head
(textiles, Acrylic
fibres)
CEO - Domestic textiles
GBTL (Gravis Bhavani
textiles Ltd.)
VW (Vishal Wools) JST (JayaShree Textiles)
Unit Head Unit Head Unit Head
SBU (Worsted)SBU (Fabric)SBU (Fabric)SBU (Yarn)
Production Marketing
HOD (Plant-1)
Area in-charge Area in-chargeArea in-charge
HOD (plant-3)HOD (Plant-2)
FLO (Front
level officer)
Production
Manager
Senior officer
Semi staff Semi staff
Officer
Workman
Workman
Workman Semi staff

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2.3 Functioning and Process
Jaya Shree Textiles is known for its Linen yarn, Linen Fabric, Worsted yarn and wool
business. It has four different department for four products. All four department works
separate and independent (headed by their SBU (segregated Business unit) Head. Though all
are under Jaya Shree Textiles, they buy and sell their products to other departments so as to
keep clarity in accounting. For example, if yarn are given to fabric department and not sold
then at the time of accounting it will be treated as a loss as that amount of yarn will not be
accounted in in the sells account creating a gap between the amount of fibres imported and
amount of fabrics produced out of that. Therefore, to avoid such situations, the four
departments are treated as separate entities. Despite of these, all works for whole unit.
Departments of Jaya Shree Textiles
1. Linen Yarn department
2. Linen Fabric department
3. Wool top department and
4. Worsted Yarn department
2.3.1 Types of materials are handling in company
1. Raw Materials (Flax fibre, greasy wool, finished Linen yarn, Cotton, Polyester yarn,
Silk grey, Linen cotton grey etc.)
2. Work in progress (Finished Linen Yarn, wool top)
3. Finished goods (finished Linen Yarn, wool top, Worsted yarn, Linen Fabric)
2.3.2 Elements of supply chain of Company
Suppliers Company imports raw materials from different countries.
1. Flax fibre- Belgium, France (Europe)
2. Greasy wool- Australia, New Zealand, South Africa.
3. Finished flax yarn- China.
Also, imports Yarns like Linen/Cotton (50/50, 55/45, 40/60), Cotton compact grey, Glitter,
Polyester yarn, N.M Silk Grey, Silk dyed, Semi-Bleach Linen Yarn, FR Dyed, FR polyester,
Mod acrylic dyed, DN yarn, Linen dye mix. Etc.

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2.3.3 Movements of goods from end suppliers to end customers.
Suppliers
(Raw
Materials)
Yarn
godown
Flax
Spinning
Wool top
Godown
Transit
Transports
Transit
Godown no-
11, 12, 13
(Flax fibre)
Godown no-1,
2 (Greasy
wool)
Wool
combing
plant
Transit
Transit
s
Transports
Weaving,
hank dye,
fibre dye,
job work,
for sale
Transit
Grey
inspecti
on and
W/H
Fabric
W/H,
Finishing
& packing
Transit
Transit
s
Transports
Transport
s
Customers
Transit
s
Transports
Fabric
Godown
no-5
Transports
s
Transports
z

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Transporters There are numbers of local and National transporting and courier companies
which facilitates the services for many years to all over the country. They all have own rate
and charges for their services.
Transport facilities
Courier companies By Train Local transports By air
1.Gati KWE
2.Safe Express
3.Future logistics
1. Trans-force
1.Om transport
2.VRL Logistic
3.ATC
4.New
Mahavir transport
5.Inland transport, etc.
1.Blue dart
2. First flight.
Manufacturer Jaya Shree Textiles manufactures a numbers of range of products of yarn,
wool and fabric. For yarn, company have three flax spinning plant which manufacture yarn of
different quality and range as per the demand of customers and production rate is 500
tons/month. For wool top, it has two wool comb plant which also, produces 500 tons of wool
top/month. For fabric, it has 179 numbers of loom. And produces 7.37 lakh meter/month.
Warehouses There are 17 warehouses (Godown) available in JAYASHREE TEXTILES.
Which stores Raw Materials (Greasy wool, Flax fibre, finished flax yarn (imported from
china), Finished Products (Wool top, worsted yarn, flax yarn, and Finished Fabric).
Table- Numbers of godowns
S. No Material No. of Godown
1. Flax Fibre Godown(R/M) 4
2. Yarn Godown 7
3. Fabric Godown 1
4. Greasy Wool(R/M) 1
5. Wool top Godown 2
6. Worsted yarn 2

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Also, Company have a store in CWC (Central Warehouse Corporation) in Baghkhal (West
Bengal) and one store in Kolkata known as NBG.
Customers As a customers of company there are many small textile industries, fabric
companies, fashion houses, clothing companies, etc. to which JST exports Linen yarn, Linen
Fabric, Wool top, Worsted Yarn etc. Some known customer are- Raymond, Monte-carols,
Mohan collection, SV Fabrics, SV traders, Hemant textiles, Sad guru textiles, Change
overseas, AB-EBO etc.
2.4 Business Environment
Textile industry is among the first industries to be established in every country. Textile
industry is mainly focused on production of yarn, wool, fabrics and their distribution.
Similarly, Jaya Shree Textiles is primarily focused on the production of Linen yarn, Linen
fabric (cloth), wool and worsted yarn and their distribution whole over India and over 50
countries like U.K, Japan and South Korea etc.
Company is doing business in four different markets Linen Yarn, Linen Fabric, Wool top and
Worsted Yarn. This is the prime company who exports Linen yarn for industrial use, weaving
and knitting purpose. It has Product range like Natural yarn, bleached yarn and multifold yarn
for various purposes in industries. It produces 5,000 tons of yarn per year.
In wool business, Jaya Shree Textiles is the 5th largest wool Top making facility with 500
tons of production per month and giving the product range of 15.5 micron to 24 micron of
wool.
3rd largest worsted spinner in the world. Exporting to approx. 300 customer in domestic and
50 other countries.
In fabric currently, it is delivering 7.37 lakhs meter/month. The company has revolutionized
Indian textile market by popularizing “Linen” as high-end natural lifestyle fabric and
provided Indian fashion industry an international edge with its product portfolio offering
exotic designs to suit all occasion, seasons and regions through its brand “Linen club”, using
100% Linen Yarn made in Jaya Shree Textiles.

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Survey On Linen Ethnic Wear in Women’s Category in Kolkata
As on June – August 2016

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Chapter 4
Literature Review
Ethnic wear comprises 75% of the total women’s wear market. It is a dominant contributor
and will continue to grow at an optimistic 9.3 %. This category offers a unique blend of
comfort and fashion to the consumer making it the preferred apparel for most occasions.
Although sarees have the largest share of 53% within the segment, the salwar kameez
category will be the primary driver of its growth. The salwar kameez category will be the
primary driver of its growth. The salwar kameez category contributes almost 38% to the
overall ethnic wear market and is growing at 10.8 %. The preference for salwar kameez and
sarees is a regional choice in the northern regions of India, it is the preferred apparel for both
regular and festive occasions as it has been a traditional garment across generations while
other regions also prefer sarees for special occasions. Thus the focus tends to be on comfort
fabrics such as cotton with mid fashion quotient.
Surprisingly, a recent study on average trading density (Sales per sq ft per month) across
organised retail formats ranks traditional ethnic fashion almost double that of western fashion
brands such as Biba, Global desi has an average trading density of Rs. 1600 Psfm compared
to Rs. 900 Psfm for national Western fashion brands and Rs. 850 Psfm for international
labels. This only shows that although the market has shrunk but it yet enjoys power over
western dressing.
Overall, the increasing number of women with in the working force, coupled with the knee
desire to experiment, leads to an increase in the acceptance of contemporary ethnic wear with
trendy and comfort elements. Key trends of mix and match fashion, vibrant prints,
minimalistic embroidery, comfort at smart pricing, and easy accessibility are visible across
India. The mid – premium range across pricing and product offerings with an optimum mix
of RTW, RTS and sarees with in the ethnic wear category, coupled with an enhanced
shopping experience, will increasingly lead to a high preference among consumers and the
success of ethnic wear players.
Traditional hand woven khana material is the choli or blouse material with extra warp dobby
figures, which is form rural parts of northern Karnatka. There was a great need for
diversification of its utility to suit the contemporary urban consumers. Therefore, the
researcher has put forth the efforts in designing variety of elegant diwan sets, viz , block,
crazy log cabin , mosaic and tucked patch worked bed linens and has selected this mode for
linking submerged rural art to the cosmopolitan urban customers. These newly designed
diwan sets made of traditional hand woven khana material embilished with tribal hand
embroideries will become the latest fashions to suit the trendy market and will further open a
new vista for khana material to be used in home textiles.
For those coming from the ethnic backgrounds known as Czech and Slovak, a larger linen
shawl and a matron’s cap surface as ethnic social indicators.

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Chapter 5
Analysis
5.1 Introduction
To separate, individual surveys are done to analyse the consumer behaviour in the linen
Ethnic wears in the women’s category. For this a random sampling of more than 100
respondents were done, out of which 35 respondents came out to be the current buyers/users
of linen ethnic wears. Rest of the 65 respondents are non buyers and non users of linen
ethnic wears in the women’s category. A detailed structure of each of the surveys and their
respective analysis are described below:
o Factors Affecting their buying decisions
o Sample Size: 15

21
currently buying linen ethnic wears. Data are statiscally analysed by
the help of the software SPSS.

22
5.2 Analysis of consumer behaviour for the buyers of linen ethnic wears
5.2.1 Frequency, Percentage and Pie charts
Age group of women buying linen ethnic wears
Valid (Age) Frequency Percent Valid Percent Cumulative
Percent
16 – 25
26 – 35
36 – 45
46 and above
Total
10
9
25
6
20.0
18.0
50.0
12.0
20.0
18.0
50.0
12.0
20.0
38.0
88.0
100.0
50 100.0 100.0
Majority of the women under the survey conducted are of the age group 36 – 45 years and
above. This may imply that the perceived value of linen ethnic wears is more to the
comparatively elderly women then the younger women.
16 – 25
26 – 35
36 – 45
46 and above

23
Annual income in INR of women buying linen ethnic wears
Value Frequency Percent Valid percent Cumulative
Percent
3 lakhs
3 – 5 lakhs
5 – 7 lakhs
7 lakhs and
above
Total
10
18
12
10
20.0
36.0
24.0
20.0
20.0
36.0
24.0
20.0
20.0
56.0
80.0
100.0
50 100.0 100.0
Majority of the women under the survey have the annual income of 3 – 5 lakhs and above.
This may imply that the linen ethnic wears are bought by the women having a comparatively
higher disposable incomes. On the other hand, it may also imply, that the perceived value of
the linen ethnic wear are more to the women of higher income brackets
3 lakhs
3 – 5 lakhs
5 – 7 lakhs
7 lakhs and above

24
Educational qualification of women buying linen ethnic wears
Valid Frequency Percent Valid percent Cumulative
percent
Undergraduate
Graduate
Post graduate
Professional
qualification
Total
2
14
24
10
4.0
28.0
48
20.0
4.0
28.0
48
20.0
4.0
32.0
80.0
100.0
50 100.0 100.0
Majority of the women under the survey conducted are post graduate. This may imply that
the perceived value of the linen ethnic wears is more to the more educationally qualified
women reflecting that linen ethnic wears are still for a niche market where people are more
aware of the fabric types, properties, and their possible advantages.
Undergraduate
Graduate
Post graduate
Professional qualification

25
Occupation of women buying linen ethnic wears
percent
Student
Service
Business
Home maker
Self Employed
Total
8
16
12
10
4
16.0
32
24
20.0
8
16.0
32
24
20.0
8
16.0
48
64
84.0
92.0
50 100 100
Majority of women under the survey conducted are financially independent. Majority of the
them are doing services followed by business. This shows that this group of women has with
higher disposable incomes. Students who mostly buy there necessities from their limited
allowances provided by their guardians are not able to buy linen ethnic wears frequently.
Homemakers and self employed women have lower disposable incomes and thus spend less
on linen ethnic wears.
Student
Service
Business
Home maker
Self Employed

26
Purchasing destination of women buying linen ethnic wears
percent
Shopping malls
Exclusive brand
outlets
Online
Total
10
18
2
20.0
36
4
20.0
36
4
20.0
56
60
20 60 60 136
Majority of them are buying the linen products either from exclusive brand outlets, or from
both exclusive brand outlets and shopping malls. This may signify that they know exactly
from where to buy reflecting their high brand loyalty. On the other hand, it also reflects that
the purchasing destination effects their buying decisions. As they may feel the perceived
quality of the product is higher if bought from an exclusive brand outlets or a shopping mall.
A very few women are currently buying from online shopping sites may be due to the less
number of brands available selling linen ethnic wear in women’s category. Also, it may imply
that women prefer a touch and feel experience when they are buying an expensive apparel.
Shopping malls
Exclusive brand outlets
Online

27
5.3 Introduction
o Factors effecting their buying decisions
o Sample Size: 50
currently buying linen ethnic wears.

28

29
5.4 Analysis of consumer behaviour of women not buying linen ethnic wears
Age group
percent
16 – 25
26 – 35
36 - 45
46 and above
Total
21
49
57
23
14.0
32.7
38.0
15.3
14.0
32.7
38.0
15.3
14.0
46.7
84.7
100.0
150 100.0 100.0
Majority of the people who are not wearing linen ethnic wears are above the age group of 36
– 45 yrs. Although most of the respondents falling under this age group wear ethnic wears
frequently, but they are not wearing linen ethnic wears currently, the various reasons for
which they are not wearing linen ethnic wears are explained later.
16 – 25
26 – 35
36 - 45
46 and above

30
Annual salary range in INR
Valid Frequency Percent Valid Percent Cumulative
Percent
≤ 3 lakh
3 – 5 Lakhs
5 – 7 Lakhs
7 lakhs and
above
Total
49
70
24
7
32.7
46.7
16.0
4.7
32.7
46.7
16.0
4.7
32.7
79.3
95.3
100.0
150 100.0 100.0
Majority of the people who are not wearing linen ethnic ears have their annual salary range
below 5 lakhs. This may imply that linen is perceived by majority of the people as an
expensive apparel section and as many other varieties of ethnic wears in the women’s section
are already available in the market at a comparatively lower price, they buy the non linen
ethnic wears.
≤ 3 lakh
3 – 5 Lakhs
5 – 7 Lakhs
7 lakhs and abov

31
Educational Qualification
Percent
Undergraduate
Graduate
Post Graduate
Professional
Qualification
Total
2
48
90
12
1.3
30.7
60.0
8.0
1.3
30.7
60.0
8.0
1.3
32.0
92.0
100.0
150 100.0 100.0
Majority of the People who are not wearing Linen Ethnic wears are post graduates followed
by graduate and women having professional qualifications. This may imply that there is a lot
of scope especially for especially for the post graduates to be the potential customers of linen
ethnic wears as it is seen from the survey conducted for the buyers of linen ethnic wears that
this section of people pay more attention to the eco friendly, organic fibres. Therefore , with
the proper promotional strategies, many such post graduates with higher disposable incomes
could be converted in to linen ethnic wear loyalists.
Undergarduate
Graduate
Post Graduate
Professional Qualification

32
Occupation
Percent
Student
Service
Business
Homemaker
Self Employed
Total
16
69
15
32
18
10.7
46.0
10.0
21.3
12.0
10.7
46.0
10.0
21.3
12.0
10.7
56.7
66.7
88.0
100.0
150 100.0 100.0
Majority of the People who are not wearing Linen ethnic wears are service holder. This may
imply that there is a lot of scope women who are financially independent and have a higher
disposable income to become the potential customers of linen ethnic wears as it is seen from
the survey conducted for the buyers of linen ethnic wears that this section of people explore
many a ways to maintain a social status. Therefore, with proper promotional strategies, many
such women with higher disposable income could be converted in to linen ethnic wear
loyalists.
Student
Service
Business
Homemaker
Self Employed

33
Kinds of Ethnic wear
Percent
Kurti
Saree
Saree + Kurt
Stoles + Kurti
Stoles + Kurti +
Saree
Fusion Wears
Tunic + Kurti
Kaalidaars
Kaalidaars +
Kurti
Salwar suits
Saree + Salwar
Suits
Fusion apparel +
stole + Kurti
Total
71
17
6
2
7
9
1
5
2
13
11
6
47.3
11.3
4
1.3
4.7
6.0
.7
3.3
1.3
8.7
7.3
4.0
47.3
11.3
4.0
1.3
4.7
6.0
.7
3.3
1.3
8.7
7.3
4.0
47.3
58.7
62.7
64.0
68.7
74.7
75.3
78.7
80.0
88.7
96.0
100.0
150 100.0 100.0
Majority of the women who are currently not buying linen ethnic wears currently, prefer
kurtis the most in the ethnic wears followed by sarees and stoles. Therefore, in order to
convert some of this group in to the potential buyers of linen ethnic wears, the brands
offering linen wears should focus more on Kurtis and Sarees as to increase the amount of
sales further.
Kurti
Saree
Saree + Kurt
Stoles + Kurti
Stoles + Kurti + Saree
Fusion Wears
Tunic + Kurti
Kaalidaars
Kaalidaars + Kurti
Salwar suits
Saree + Salwar Suits
Fusion apparel + stole + Kurti

34
Reasons for not wearing linen ethnic wears in women’s category
1. Linen is Costlier than cotton
Percent
Strongly agree
Agree
Neither agree
nor disagree
Disagree
Total
22
67
46
15
14.7
44.7
30.7
10.0
14.7
44.7
30.7
10.0
14.7
59.3
90.0
100.0
150 100.0 100.0
2. People are not at all aware of linen ethnic wears
Percent
Strongly agree
Agree
Neither agree
nor disagree
Disagree
Total
9
49
49
35
6.03
32.7
32.7
23.3
6.03
32.7
23.3
32.7
6.0
38.7
71.3
100.0
150 100.0 100.0
3. Preference of synthetic materials than linen
Percent
Strongly agree
Agree
Neither agree
nor disagree
Disagree
Total
15
25
71
28
10.0
16.7
47.3
18.7
10.0
16.7
47.3
18.7
10.0
26.7
81.3
100.0
150 100.0 100.0

35
4. Less Variety of Linen Ethnic wears
Percent
Strongly agree
Agree
Neither agree
nor disagree
Disagree
Total
11
47
49
30
7.3
31.3
32.7
20.0
7.3
31.3
32.7
20.0
7.3
38.7
71.0
100.0
150 100.0 100.0
5. Linen is difficult to maintain
Percent
Strongly agree
Agree
Neither agree
nor disagree
Disagree
Total
6
43
95
6
4.0
28.7
63.3
4.0
4.0
28.7
63.3
4.0
4.0
32.7
96.0
100.0
150 100.0 100.0
6. Linen is expensive
Percent
Strongly agree
Agree
Neither agree
nor disagree
Disagree
Total
19
50
67
10
12.7
33.3
44.7
6.7
12.7
33.3
44.7
10.0
12.7
46.0
90.7
100.0
150 100.0 100.0

36
5.5 Introduction
This part of survey is done on the retail level on Linen Ethnic wears in the women’s category.
This is again done in two separate individual surveys depending upon whether they are
keeping linen ethnic wears in their stores/ brands or not . 26 stores are surveyed in Kolkata,
out of which 16 stores came out to be those stores which are currently not keeping linen
ethnic wears in their stores. Rest of the 10 stores are keeping linen ethnic wears in their
stores.
This part of the survey deals with the research design and analysis for the stores which are
currently keeping linen ethnic wears in their stores. The stores are:
1. Fabindia
2. Biba
3. Prapti
4. Biswa Bangla
5. Sarvottam
6. Cotton world
7. Tant Ghar
8. Coloroso
9. Byloom
10. Anokhi
 ResearchObjectives:
 Primary ResearchObjectives : To do an analysis on the linen ethnic wears
on the women’s category in the retail outlets/brands which are keeping linen
products, on the basis of the following:
o Target market of the retail stores/brands
o The types of linen ethnic wears the stores/brands are keeping
currently.
o The best seller time of linen ethnic wears.
o The best seller linen product type
o The best seller price range in which the linen ethnic wears are sold
o The sources and form for their linen ethnic wears
o To know which brands/retail stores are offering linen ethnic
wears in the women’s category.
o To design a promotional strategy that may be devised to
increase the sells of linen ethnic wears in the women’s category
even further.
 Researchmethodology :
o Sample size : 13
o Researchdesign : This is an explanatory research type. Structured
questionnaires are made keeping in mind about the various aspects of

37
linen ethnic wears. This survey is carried out in the various retail
o Source of data : The source of data are primary in nature. The
mentioned above are gathered by filing up structured questionnaires by
the store people of linen ethnic wears themselves
o Scope of research : I have done a survey on linen ethnic wear in the
carried out in the different retail stores and malls in Kolkata. This
section of survey includes the analysis of linen ethnic wears in the
women’s category.
o Limitations of the research : Due to time constraints and
geographical constraints, the data collected for making the project
report for the marked survey is done in Kolkata only.

38
5.6 Analysis done on the basis of the survey conducted for the stores keeping linen
ethnic wears in Women’s Category
Types of ethnic wears the stores are keeping currently
Percent
Sarees
RMG
Sarees+Stoles+RMG
RMG+Stoles
Total
6
2
4
1
46.2
15.4
30.8
7.7
46.2
15.4
30.8
7.7
46.2
61.5
92.3
100.0
13 100.0 100.0
In most cases the types of linen women ethnic wears the stores keep are sarees followed by a
combination of sarees, stoles and RMG. RMG includes kurtis and tunics mainly. This shows
that the demand for the linen products are highest in sarees (46.2%) followed by RMG’s
From the stores point of view, it is easier for them to stock and maintain unstitched linen
products, which does not require the wide range of sizes of garments to be kept.
Sarees
RMG
Sarees+Stoles+RMG
RMG+Stoles

39
Price range in INR of linen ethnic wears in women’s category
Percent
˂5000
5000 – 7000
˃9000
˂5000+5000-7000
˂5000 + 7000 – 9000
5000 – 7000 +7000-
9000
7000 – 9000 + ˃9000
Total
3
1
1
4
2
1
1
23.1
7.7
7.7
30.8
15.4
7.7
7.7
23.1
7.7
7.7
30.8
15.4
7.7
7.7
23.1
30.8
38.5
69.2
84.6
92.3
100.0
13 100.0 100.0
The Price range in which the stores keep their linen women ethnic wears most frequently is
below 5000INR to 7000INR (30.8%) followed by only below 5000 INR. From 5000 INR –
7000 INR the products are mostly pure linen, linen silk and linen cotton blend handloom
sarees. The RMGs are generally below 5000 INR. The kurtis and tunics of price range below
3000 INR are mostly in solid colours with wooden/fabric buttons may or may not be attached
with it. The kurtis of the price range 3000 INR and above are mostly with some embroideries
on it(satin stitch and kantha stitch.
˂5000
5000 – 7000
˃9000
˂5000+5000-7000
˂5000 + 7000 – 9000
5000 – 7000 +7000-9000
7000 – 9000 + ˃9000

40
Age group of the target customers in Linen Ethnic wears in women’s category
Percent
31 – 35
25 – 30 + 31 – 35
31 – 35 + 36 – 40
31 – 35 + ˃ 40
36 – 40 + ˃ 40
25 – 30 + 31 + 35 +
36 – 40 + ˃ 40
31 – 35 + 36 – 40 + ˃
40
Total
2
2
5
1
1
1
1
15.4
15.4
38.5
7.7
7.7
7.7
7.7
15.4
15.4
38.5
7.7
7.7
7.7
7.7
15.4
30.8
69.2
76.9
84.6
92.3
100.0
13 100.0 100.0
The customers who come for buying linen ethnic wears fall in the age group in 31 – 40 years
followed by only the age group above 40 yrs.
31 – 35
25 – 30 + 31 – 35
31 – 35 + 36 – 40
31 – 35 + ˃ 40
36 – 40 + ˃ 40
25 – 30 + 31 + 35 + 36 – 40
+ ˃ 40
31 – 35 + 36 – 40 + ˃ 40

41
Frequently sold linen ethnic wears
Percent
Saree
RMG
RMG + Stoles
Total
6
6
1
46.2
46.2
7.7
46.2
46.2
7.7
46.2
92.3
100.0
13 100.0 100.0
Though the most frequently sold women ethnic wear in linen are apparently equal in case of
sarees and RMG (46.2 %) , in some of the stories besides this, a combination of RMG and
stoles are the most frequently sold products, making the share of RMGs the highest.
This may imply that as the linen sarees are much more expensive than that of kurtis. The first
time users of linen ethnic wear prefer RMGs ( Kurtis) as they are available in at a lower
price.
Saree
RMG
RMG + Stoles

42
Sourcing for the linen ethnic wears for different retail stores
Percent
Manufactures
Manufactures +
Exclusivendors
Exclusivendors
+ own designing
team
Total
2
1
10
15.4
7.7
76.9
15.4
7.7
76.9
15.4
23.1
100.0
13 100.0 100.0
In the survey conducted, it is seen that the well known brands like BIBA, Anokhi, Fab India,
Prapti, Cotton world, Rene, Sasya and Jashn they have their own designing teams who
designs the products have manufacture the products accordingly. Also, they have exclusive
vendors who supply the required product only to their respective brands and nowhere else.
This is done on the basis of customer demands and the season( the ongoing trend)
Manufactures
Manufactures +
Exclusivendors
Exclusivendors + own
designing team

43
Form of Purchasing for the retail stores
Percent
Dyed Fabrics
Sarees/Stoles
RMG + Dyed Fabrics
Fabric + Saree/Stoles
Total
3
6
1
3
23.1
46.2
7.7
23.1
23.1
46.2
7.7
23.1
23.1
69.2
76.9
100.0
13 100.0 100.0
The stores Purchase their Linen products on the basis of whether they have their own
designing teams or not, Fab India has its own designing team therefore, for their Linen
RMG’s they Purchase dyes fabrics from where RMG’s are made as per the decisions taken
by the designing team. The stores that keep linen sarees and/or stoles they generally have
their own exclusive vendors.
Dyed Fabrics
Sarees/Stoles
RMG + Dyed Fabrics
Fabric + Saree/Stoles

44
Form of Purchasing for the retail stores
Percent
˂5000
5000 – 7000
7000 – 9000
˃9000
Total
10
1
1
1
76.9
7.7
7.7
7.7
76.9
7.7
7.7
7.7
76.9
84.6
92.3
100.0
13 100.0 100.0
The best seller price range falls below 5000 INR. This is concurrent with earlier analysis,
which says that the most frequently sold linen ethnic wear is RMGs (Kurtis) which fall in a
lower price range as compared to sarees.
˂5000
5000 – 7000
7000 – 9000
˃9000

45
Best SellerTime for Linen Ethnic wear’s in Women’s Category
Percent
Summer
Throughout the year
Summer + Festivals
Summer + Winter
Total
4
3
5
1
30.8
23.1
38.5
7.7
30.8
23.1
38.5
7.7
30.8
53.8
92.3
100.0
13 100.0 100.0
The best seller time for the selling of women linen ethnic wears is summer (30%) and both
during summer and festivals (38.5%). It implies that people buy linen mostly for their
comfortable wearing.
Summer
Throughout the year
Summer + Festivals
Summer + Winter

46
Important Criteria of purchasing as observed by the retail stores for the customers
Percent
Styles and Designes
Comfort + Styles &
Designs
Comfort + Colour
Styles and Design +
Colours
Comfort + Styles and
Design +
Colours
Price + Styles and
designs +
Colours
Total
1
3
1
5
2
1
7.7
23.1
7.7
38.5
15.4
7.7
7.7
23.1
7.7
38.5
15.4
7.7
7.7
30.8
38.5
76.9
92.3
100.0
13 100.0 100.0
The Combination of Most Important Criteria as observed by the stores for their customers for
linen Ethnic wears are styles. Designs and colours of the garment, followed by a combination
of comfort, styles and design and comfort, styles, design and colours of the garments.
Therefore if a Single Criterion may be extracted from these mentioned criteria, the Most
Important Criteria Would be the Comfort in a linen segment.
Styles and Designes
Comfort + Styles & Designs
Comfort + Colour
Styles and Design + Colours
Comfort + Styles and Design
+ Colours
Price + Styles and designs +
Colours

47
Blends of Linen with other types of fibers in the women’s category as offered by the
different retail stores
Percent
100 % Linen
Silk Linen
100 % Linen +
Cotton Linen
100 % Linen + Silk
Linen
100 % Linen +
Cotton Linen
+ Silk Linen
Total
2
2
6
1
2
15.4
15.4
46.2
7.7
15.4
15.4
15.4
46.2
7.7
15.4
15.4
30.3
76.9
84.6
100.0
13 100.0 100.0
In most of the stores the linen ethnic wears that keep are in the form of 100% Linen + Cotton
Linen Blend (46.2%) followed by 100 % Linen, Linen silk Blend and 100 % linen, Cotton
Linen and Silk blends.
100 % Linen
Silk Linen
100 % Linen + Cotton
Linen
100 % Linen + Silk Linen
100 % Linen + Cotton
Linen + Silk Linen

48
5.7 Introduction
This part of survey is done on the retail level on Linen Ethnic wears in the women’s category.
This is again done in two separate individual surveys depending upon whether they are
keeping linen ethnic wears in their stores/ brands or not . 26 stores are surveyed in Kolkata,
out of which 10 stores came out to be those stores which are currently not keeping linen
ethnic wears in their stores. Rest of the 16 stores are keeping linen ethnic wears in their
stores.
This part of the survey deals with the research design and analysis for the stores which are
currently keeping linen ethnic wears in their stores. The stores are:
1. Jhoomar
2. Jashn
3. Simaya
4. Estri
5. Tantuja
6. Nine by Nine
7. Adi Mohini Mohan Kanjilal and Sons
8. Indian Silk House
9. Handloom House
10. Khadder
11. Khadi Gram Udyog
12. Banarasi Kuthir
13. Adi Dhakeshwari Bastralaya
14. Traders Assembly
15. Gatha
16. Ethnicity
 ResearchObjectives:
 Primary ResearchObjectives : To do an analysis on the linen ethnic wears
on the women’s category in the retail outlets/brands which are keeping linen
products, on the basis of the following:
o Target market of the retail stores/brands
o The types of linen ethnic wears the stores/brands are keeping
currently.
o The Non Linen Ethnic wear type
o The Price range in which the stores keep their no Linen ethnic
wears.
o The most Important criteria that the stores may consider if they
decide if they decide to keep linen ethnic wears in their retail
stores/brands in future.
o To know which brands/retail stores are offering linen ethnic
wears in the women’s category.

49
o To design a promotional strategy that may be devised to
convert the potential sellers of linen ethnic wears in to actual
sellers of linen ethnic wears in the women’s category.
 Researchmethodology :
o Sample size : 16
o Researchdesign : This is an explanatory research type. Structured
questionnaires are made keeping in mind about the various aspects of
linen ethnic wears. This survey is carried out in the various retail
o Source of data : The source of data are primary in nature. The
mentioned above are gathered by filing up structured questionnaires by
the store people of linen ethnic wears themselves
o Scope of research : I have done a survey on linen ethnic wear in the
carried out in the different retail stores and malls in Kolkata. This
section of survey includes the analysis of linen ethnic wears in the
women’s category.
o Limitations of the research : Due to time constraints and
geographical constraints, the data collected for making the project
report for the marked survey is done in Kolkata only.

50
5.8 Analysis done on the basis of the survey conducted for the stores not keeping linen
ethnic wears in the women’s category
Awareness about linen ethnic wears’s in the women’s category
Percent
No
Yes
Total
8
9
47.1
52.9
47.1
52.9
47.1
100.0
13 100.0 100.0
According to the survey done, it shows that even though these stores are not keeping any
linen women ethnic wear, majority of the stores (52.9%) are aware of the linen ethnic wears.
Some of these stores are aware of linen women’s but they are not keeping any of those in
their stores but they are keeping linen ethnic wears in the men’s category. The reasons for not
keeping linen women’s ethnic wear are analyses in the following sections.
No
Yes

51
Number of retail stores which are keeping linen ethnic wears in men’s category but not
in the women’s category
Percent
Men’s Wear
None
Total
4
13
23.5
76.5
23.5
76.5
23.5
100.0
17 100.0 100.0
There are some stores which do not keep linen ethnic wear in the women’s category but they
are keeping linen ethnic wears in the men’s category. This implies that these stores are very
much aware of the linen products but as there is no significant demand in the linen ethnic
wear in the women’s category and there are many other options are already available in terms
of fabrics variety at a much lower price than linen, they are not keeping linen ethnic wears in
the women’s category for the time being
These stores who are already who are already keeping linen products are potential stores for
keeping linen ethnic wears in women’s category as well, provided the demand increases for
such products from the customer’s end.
Men’s Wear
None

52
Reasons for not keeping linen in the different retail stores
Percent
Less Aware
Preference of cotton
more than linen
Others
Total
9
1
7
52.9
5.9
41.2
52.9
5.9
41.2
52.9
58.8
100.0
17 100.0 100.0
Majority of the stores (52.9%) which do not keep linen ethnic wears in women’s category
because they are less aware of the linen ethnic wears in the women’s category, followed by
other reasons which may include decisions taken by the higher authorities of the stores
which may or may not consider the possibilities of keeping linen in their stores ( Tantuja and
Khadi Gram Udyog). Also, there are a lot of other types of fabrics like cotton, khadi, cotton
silk, chiffon, georgette, crepe, brocade, velvet etc. and therefore the stores feel it is not
required for them to keep an expensive fabric like linen which is to them similar to cotton
(available at a lower price) in many ways.
Less Aware
Preference of cotton
more than linen
Others

53
Price range in INR in which the stores keeptheir ethnic wears
Percent
˂3000
˂3000 - ˃9000
5000 – 9000 and
above
Total
1
15
1
5.9
88.2
5.9
5.9
88.2
5.9
5.9
94.5
100.0
17 100.0 100.0
Majority of the stores (88.2%) are selling their products in a wide price range which ranges
from products below 3000 INR to products (Exclusive Sarees). As linen ethnic wears are
seen as as expensive products, these stores may be considered as potential sellers of linen
ethnic wears as they are already catering to a target market who is buying expensive ethnic
wears from their stores. The other criteria that they may consider if they keep linen ethnic
wears in the women’s section in the future are discussed in the later sections.
˂3000
˂3000 - ˃9000
5000 – 9000 and above

54
Fabric types kept in the ethnic wears in the women’s category in different stores
Valid Frequency Percent Valid
Percent
Cumulative
Percent
Cotton + Khadi + Silk
Cotton + silk +
Cottonsilk +
khadi
Cotton + Khadi
Viscose + Chifon +
Georgette +
Cotton + Silk +
Chanderi +
Cottonsilk
Silk +
Cottonsilk+Chif
fon+
Georgette
Cotton+Silk+Cottonsilk
Total
1
1
1
12
1
1
5.9
5.9
5.9
70.6
5.9
5.9
5.9
5.9
5.9
70.6
5.9
5.9
5.9
11.8
17.6
88.2
94.1
100.0
17 100.0 100.0
Majority of the stores (70.6%) under the survey are keeping their products in a wide variety
of fabrics ranging from viscose, chiffon, georgette, cotton, silk, crepe to cotton silk. As they
are already keeping such a variety of fabrics, they may be considered as the potential sellers
of linens also in their product range. The criteria that may consider if they keep linen ethnic
wears in women’s section in the future are discussed in later sections.
Cotton + Khadi + Silk
Cotton + silk + Cottonsilk +
khadi
Cotton + Khadi
Viscose + Chifon + Georgette
+ Cotton + Silk + Chanderi +
Cottonsilk
Silk +
Cottonsilk+Chiffon+georgett
e
Cotton+Silk+Cottonsilk

55
Best sellers price range in INR as observed by the different retail stores in the ethnic
wears in women’s category of their stores
Percent
˂3000
3000 - 5000
5000 – 7000
3000 - 9000 and
above
Total
3
7
6
1
17.6
41.2
35.3
5.9
17.6
41.2
35.3
5.9
17.6
58.8
94.1
100.0
17 100.0 100.0
The best seller price range (41.2%) is between 3000 – 5000 INR followed by a price range of
5000 – 7000 INR. This may imply that they may be considered as the potential sellers of
linen ethnic wears in the women’s category as at these price ranges linen products both in the
RMG and sarees/stoles category are available.
˂3000
3000 - 5000
5000 – 7000
3000 - 9000 and above

56
Criteria as mentioned by the retail stores that they will consider the most if they decide
to keeplinen ethnic wears in their stores in future :
Percent
Strongly agree
Agree
Neither agree Nor
disagree
Strongly disagree
Total
1
8
5
3
5.9
47.1
29.4
17.6
5.9
47.1
29.4
17.6
5.9
52.9
82.4
100.0
17 100.0 100.0
To consider keeping linen ethnic wears in the women’s category. The majority of the stores
agree that variety in the linen ethnic wears is one of the most important criteria to be
considered. The variety is required in every aspect which includes silhouettes, cuts, colors,
prints, styles, surface ornamentation etc.
Strongly agree
Agree
Neither agree Nor
disagree
Strongly disagree

57
Price of linen ethnic wears
Percent
Agree
Neither agree nor
disagree
Disagree
Strongly disagree
Total
2
11
1
3
11.8
64.7
5.9
17.6
11.8
64.7
5.9
17.6
11.8
76.5
82.4
100.0
17 100.0 100.0
As majority of the stores are already selling their product in a higher price range, the price
range of the products are not of that much importance as compared to the others criteria
discussed above.
Putting all the criteria discussed above the most important criteria for the stores to consider
whether or not to keep linen products in their stores in future is the increase in the consumer
demand for the linen ethnic wears in the women’s sections, followed by the variety and
attractive designs of such products.
Agree
Neither agree nor
disagree
Disagree
Strongly disagree

58
5.9 Conclusion
Analyzing all the four surveys which we have conducted including market survey on
customer level and retail level on the Linen ethnic wears in the women’s category we come to
the following conclusions:
 The linen ethnic wears are seen as the ethnic wears which are very much comfortable
to wear, as observed both from the retail level and customer level.
 The type of linen ethnic wears preferred by the most of the customers, are Kurtis. This
is because majority of the linen buyer/users are service holder/business man with the
annual income 5 – 7 lakhs and above, falling in the age group of 36 – 45 and above.
 The linen ethnic wears are preferred by their loyal buyers mostly because of the fact
that it is very comfortable to wear during the hot and humid climate, which is the
prevalent type of climate in Kolkata.
 Best seller time for linen ethnic wears is summers.
 Best seller price range is below INR 5000
 The majority of the linen ethnic buyers have spent INR 4000 – 10000 in the past 24
months.
 The most important criteria for making a buying decision as deduced from both the
retail and consumer level are the styles and designs.
 The most preferred brand by the buyers of linen ethnic wears is Fab india.
 Majority of the customers, buying linen ethnic wear prefer to buy from shopping
malls and EBO’s.
 The most preferred type of designs in the linen wears are solid colors and prints in
traditional motifs.
5.10 Recommendations:
 As pure linen/linen silk blend/linen cotton blends are expensive, and prevalent in te
niche market, to get it accepted by the mass, a blend of linen-viscose which would
bring down the price without losing the tag of being organic (Viscose being a
regenerated cellulose). This may increase the number of potential buyers/first time
users.
 Awareness of linen being still low, made the linen ethnic wears prevalent in the
niche market. Therefore, promotional strategies should be devised so as to increase its
awareness.
Considering the present scenario in Jaya shree Textiles, the promotion could also be
done by making tie ups with the well established apparel brands, which are currently
selling linen ethnic wears and are preferred by the end customers. For example, JST
make tie ups with Fabindia, Anokhi and Prapti.
 Promotions and awareness to the end customers are mostly effective if the customers
can get to see as use the actual products. Therefore, the Yarn Dept. of JST may also
develop strategic business tie ups with manufacturers of the linen ethnic wears like
sarees, stoles, kurtis etc.

59
Annexure
This is a survey to analyse the consumer behaviour for the Linen ethnic wear in Women’s Apparel Sector,
in consumer level conducted by Vishal Singh of MBA from Institute of Enginnering and Management,
Kolkata as a small project. This survey is done on behalf of Jaya shree Textiles, Rishra of Aditya Birla
group. Your Kind Co Operation in completing the survey is highly solicited
Name of Respondent:
Email id : Contact No :
1. Your age group Please.
a) 16 – 25 Years
b) 26 – 35 Years
c) 36 – 45 Years
d) 46 Years and above
2. Your income range please. (Per Annum)
a) Below INR 3 Lakhs
b) INR 3 – 5 lakhs
c) INR 5 – 7 lakhs
d) INR 7 lakhs and above
3. Your gender Please.
a) Male
b) Female
c) Other gender
4. Your educational qualification please.
a) Undergraduate
b) Graduate
c) Post Graduate
5. Your Occupational please.
a) Student
b) Service
c) Business
d) Home maker
e) Self Employed
6. Are you aware of Linen ethnic Wear in the women’s apparel sector ?
a) Yes
b) No
7. If yes, please rank the following sources of information which caused the most effective impact as
a promotional tool on a scale of 1 – 7 (1 being the most effective)
Websites/
Online
Shopping
Sites
Newspapers/
Magazines
Fashion
shows/
Exhibitions
Television Word of
Mouth
Billoards/
Hoardings
Special
Promotional
offers of
brands.

60
8. How many Linen ethnic wear you buy the most ?
a) Shirts
b) Stoles
c) Saris
d) Jackets/Coats
e) Kurtis
9. What is the purpose of your purchase of linen ethnic wears ?
a) For personaluse
b) For gifting purpose
c) Other (Please specify)
10. How much have you spent in buying ethnic wears in the past 24 months?
a) Less than INR 40,000
b) INR 4000 – 10,000
c) INR 10,000 – 14,000
d) INR 14,000 and above
e) Nothing
11. Please rate your level of agreement on the following statements about a linen apparel :
a) Strongly Agree
b) Agree
c) Neither Agree nor disagree
d) Disagree
e) Strongly disagree.
12. Where do you go to buy your Linen ethnic wear ? ( You can choose more than one option)
a) Shopping Malls
b) Exclusive Brand outlets
c) Online
13. While shopping expensive apparels online which site you prefer the most ?
a) Snapdeal
b) Flipkart
c) Amazon
d) Jabong
e) Brand’s own sites
Thank you very much for yourkind co operation by filling up the questionnaire. We would like to assure that all
the in formation given by you will be kept confidential.

61
This is a survey to analyse the Consumer behaviour for the linen ethnic wear in women’s Apparel Sector,
in the retail level conducted by Vishal Singh of IEM, Kolkata as a small project. This is done on behalf of
Jaya Shree textiles, Rishra of Aditya Birla group. Your Kind Cooperation in completing the survey is highly
solicited.
Name of the Retailer/ Brand :
Email id : Contact No. :
1. What kind of Linen Prodcuts do you keep ?
a) Sarees b) Dress Materials c) Ready Made Garments d) Stoles
2. At what price range you keep your product ?
a) Less than 5000 INR b) 5000 to 7000 INR c) 7000 to 9000 INR d) Above 9000
3. What is the age group of the customers buying Linen ethnic wear ?
a) 25 to 30 yrs b ) 31 – 35 yrs c ) 36 to 40 yrs d) Above 40 yrs
4. What kind of Linen products are most frequently sold ?
a) Sarees b) Dress materials c ) Readymade Garments d ) Stoles
5. At what price range the products are most Frequently sold ?
a) Less than 5000 INR b) 5000 to 7000 INR c) 7000 to 9000 INR d) Above 9000
6. At what time the products are most frequently sold ?
a) Summer b) Festivals c ) Wedding Seasons d ) Winter e) Others
7. What designs are sold most commonly ?
a) Solid colors b) Striped c) Checked d) Embroidered
8. What kind of fabric blends do u keep in linen ethnic wear ?
a) 100% Linen b) Cotton Linen c) Polyster Linen d) Silk Linen
9. How do you promote Linen Women’s ethnic wear for your stores ?
a) Display/Hoardings b) Newspaper adds c) Social media d) Special
Prmotional Offers e) Celebrity Endorsement
10. From where do you purchase Your Linen Products ?
a) Wholesalers b) Manufacturers c) Exclusive vendors/have own designing team
11. In what form do you Purchase Linen products ?
a) Yarn b) Grey fabric c) Fabric dyed d) Ready made garments

62
This is a survey to analyse the Consumer behaviour for the linen ethnic wear in women’s Apparel Sector, in the
retail level conducted by Vishal Singh of IEM, Kolkata as a small project. This is done on behalf of Jaya Shree
textiles, Rishra of Aditya Birla group. Your Kind Cooperation in completing the survey is highly solicited.
Name of the Retailer/ Brand :
Email id : Contact No. :
1. Are you aware of Linen Women Ethnic wears ?
a) Yes b) No
2. If yes, why are you not keeping Linen products in your Store ?
a) High price range of the products b) People are not much aware of Linen products c)
People prefer cotton more than Linen
3. What kinds of Fabrics you Prefer for your products in your store ?
a) Cotton b) Silk c) Cotton Silk d) Viscose e) Chiffon f) Georgette
g) Crepe h) Khadi
4. At what price range you generally keep your product ?
5. At what price range the products are most frequently sold ?
References
 http://ethnicwearoverwestern.blogspot.in/2014/11/literature-review_21.html
 http:nopr.niscair.res.in/handle/123456789/609
 http://fashion-history.lovetoknow.com/clothing-around-world.ethnic-dress
 http://sharepoint.setocnicinnati.org/public/researchpapers/hand%20research%20paper
%Final%20draft.pdf

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