Projectof a consumer awareness and perception towards woolen shawls

A RESEARCH PROJECT REPORT ON

“TO STUDY THE CONSUMER AWARENESS AND PERCEPTION TOWARDS WOOLEN
SHAWLS ”

SUBMITED TO
PUNJAB TECHNICAL UNIVERSITY
In Partial Fulfilment of the requirement for the degree of
MASTER IN BUSINESS ADMINISTRATION (MBA)
BATCH (2011-2013)
DAV INSTITUTE OF ENGINEERING & TECHNOLOGY
JALANDHAR

GUIDE NAME:- Submitted By:-
Mrs. Anju Sharma Sahil Marwaha
LECT. IN DEPARTMENT OF MANAGEMENT MBA 4th SEMESTER
DAVIET Roll no.-1176138

Consumer Awareness and Perception towards Woolen Shawls

DECLARATION

I, Hereby declare that this project is the record of authentic work carried out by ne during the 4 th
semester of MBA and has not been submitted to any other University or institute for the award of
any degree/ diploma etc.

Sahil Marwaha

MBA 4th Semester

Date:

Place:


CERTIFICATE OF APPROVAL

The forgoing project, entitled “TO STUDY THE CONSUMER AWARENESS AND PERCEPTION
TOWARDS WOOLEN SHAWLS” has been carried out by the student named Sahil Marwaha. It is
hereby approved as a creditable study of an MBA subject carried out and presented in a manner
satisfactory to warrant its acceptance as a prerequisite to the degree for which it has been
submitted. It is understood by this approval that the undersigned does not endorse or approve any
statement made, opinion expressed, or conclusion drawn therein, but approves the project only
for the purpose for which it was submitted. The project is submitted for the fulfillment of the
MBA Marketing & Finance from 2011-2013.

ANJU SHARMA

LECTR. IN BUSINESS ADMINISTRATION

DAVIET


PREFACE

I feel elated and grateful to present my project report on “To study the consumer awareness
and perception towards woolen shawls”. It is a matter of honor and pride for me that I got a
chance to do a detailed survey on consumer perception towards the production of woolen shawls.

The first task for me was to know about the concept on which my project is based. Then I had to
set the criteria, on the basis of which the above concept was valued. The factors, on the basis of
which the research has been done, analyzed, evaluated and then presented.

As the time was limited, so there is a possibility that some matters might not be taken into
consideration, but every effort has been done from my side to include every necessary parameter
and information that I got from the market during surveys as well as the from the marketing
research tools and techniques.


ACKNOWLEDGEMENT

“No project is ever a work of only one person & this one is no exception.”

“Our personalities are based on the foundation of education imparted by our teachers who are
next to GOD.”

A project report is never a sole product of one person, whose name appears on the cover. I
consider it a privilege to acknowledge the contribution of all helping hands for their cooperation
and guidance that enabled me to dedicate time and efforts in framing my analysis in conceivable
system.

First and foremost, I would like to express my sincere gratitude to my mentor and guide MRS.
ANJU SHARMA, for giving me the opportunity to understand the project and for providing me
the necessary information whenever required, without whose support and encouragement, I
would not have achieved what I have accomplished today. His consistent support and
cooperation showed the way towards the successful completion of project.

Finally, I express my sincere gratitude to all those with whom I worked/interacted & whose
thoughts and insights helped me in furthering my knowledge and understanding of this subject.
Everything cannot be mentioned but nothing is forgotten.

SAHIL MARWAHA


TABLE OF CONTENTS

CHAPTER PARTICULARS PAGE NO.
1 INTRODUCTION
2 OBJECTIVES OF THE STUDY
 LIMITATIONS OF THE STUDY
3 RESEARCH METHODLOGY
4 DATA ANALYSIS AND INTERPRETATION
5 FINDINGS AND CONCLUSION
6 BIBLIOGRAPHY
7 ANEXURE


LIST OF TABLES

S. NO PARTICULARS TABLE NO. PAGE NO.
1 KMO and Bartlett‟s Test 1
2 Communalities 2
3 Total variance explained 3
4 Component matrix 4
5 Rotated component matrix 5
6 Component score covariance matrix 6


INTRODUCTION


INTRODUCTION

Shawls
Woolen Shawls were first widely produced in the Kashmir, India. They were imported into
Britain in the late 18th century, and were very expensive. Before long, British weavers tried to
make shawls of their own in wool to compete with imports from Kashmir The English word
'shawl' comes from the Persian 'shawl', meaning a 'type of woven fabric'. The finest shawls were
made in Kashmir using the soft fleece of the mountain goat. They were extremely expensive, and
were worn mainly by noblemen, draped over the left shoulder and the head.

Kashmir Shawls

Kashmir shawls were woven on hand looms using tapestry twill weave. The weft (horizontal)
threads pass over two or three warp (vertical) threads at a time, giving a distinctive diagonal line.
Until the end of the 18th century these long rectangular shawls had a decorative border at each
end. Narrow vertical borders, woven separately, were stitched down the sides. Each colour was
put in with a separate shuttle, and the shawl could sometimes take up to 18 months to weave. It
was no wonder they were so precious and expensive.

Many of the design ideas originated in Persia, and the decorative motif most used on the end
borders was a Persian/Indian motif known as a 'buta' or 'boteh'. This was first styled as a graceful
flower, complete with roots, but the motif changed gradually into a more recognizable cone' or
'pine' shape.

Pashmina shawl is made from the finest cashmere wool in the world. It is combed from the
underside of the Himalayan Mountain Goat - Capra Hircus, which are indigenous to the
mountains of Central Asia. Pashmina has been valued for centuries throughout Asia then by
Europe and now throughout the world as the costliest fiber called 'white gold', and the wonderful
qualities of pashmina are now making it just as popular in the West.

Pashmina wool, also known as the softest, most luxurious and the best pashmina wool in the
world. It comes from hair of underbelly of mountain goat Capra Hircus in Himalayan region as


finest Kashmiri wool which is derived at the altitude of 12000 to 14000 ft. where temperature
goes down up to-40 degree centigrade. THE THERMOCONDUCTIVITY OF THE WOOL IS
BEST IN THE WORLD as it survives the animal AT -40 degree centigrade far below ZERO
TEMPERATURES in virgin pollution free climate of the world. Blessed by nature with a unique
very thin short inner coat of hair which is the best insulation in the world and this inner coat of
hair is PASHMINA. The animal is survived because of this nature gifted hair. Pashmina fiber is
less than 14-19 microns in thickness making it very soft (whereas human hair is 75 microns
thick) one pashm produces 3 to 8 ounces of Pashmina per year. Origin of Pashmina dates back to
ancient civilization . Earlier in olden days Pashmina shawls found favour with EMPERORS,
KINGS, PRINCES, RULERS and NOBLES. This precious fabric was known as FIBRE FOR
KINGS. Now this royal luxury is being offered in wide variety of shawls, stoles, scarves and
sweaters. These luxurious pashmina shawls are hand woven by traditional weavers whose
families have been in the occupation since ages and they inherit this art from their ancestors, and
tradition of this art continues from one generation to another generation. Golden International
presents shawls, stoles, scarves, throws and wraps in Pure pashmina wool and in Silk-pashmina
in all possible colors, in plain, with embroidery work, bead work and in printed. Pure pashmina
sweaters are also available.

Woolen shawl are known for their softness and warmth. A craze for pashmina‟s in the mid-1990s
resulted in high demand for pashminas, so demand exceeded supply. When pashmina shawls
rose into fashion prominence during the era, they were marketed dubiously. Cashmere used for
pashmina shawls was claimed to be of a superior quality, which was in truth due to the enhanced
sheen and softness that the fabric (cashmere blended with silk) had. In the consuming markets,
pashmina shawls were redefined as a shawl/wrap with cashmere and silk, notwithstanding the
actual meaning of pashmina. Some shawls marketed as pashmina shawls contain wool, while
other unscrupulous companies marketed the man-made fabric viscose as "pashmina" with
deceptive marketing statements such as "authentic viscose pashmina".

The word "pashmina" is not a labeling term recognized by law in the United States. According to
the U.S. Federal Trade Commission:


"Some manufacturers use the term pashmina to describe an ultra fine cashmere fiber; others use
the term to describe a blend of cashmere and silk. The FTC encourages manufacturers and sellers
of products described as pashmina to explain to consumers, on a hangtag, for example, what they
mean by the term. As with all other wool products, the fiber content of a shawl, scarf or other

item marketed as pashmina must be accurately disclosed. For example, a blend of cashmere and
silk might be labeled 50% Cashmere, 50% Silk or 70% Cashmere, 30% Silk, depending upon the
actual cashmere and silk content. If the item contains only cashmere, it should be labeled 100%
Cashmere or All Cashmere.

Pashmina Quality

Increasingly sought-after by stylish women of all ages who recognize the elegance of these
shawls - a well-chosen Pashmina can transform the simplest attire into the most chic ensemble -
and appreciate their practicality and versatility as a snug muffler, coat or blanket. Most
department stores and designers retail scarves woven from 100 percent genuine fiber or blended
with silk. But beware of fake "ordinary wool" garments masquerading as pashmina on sale in
less reputable shops. This luxurious accessory can also be purchased on the internet. A pashmina
is worn close to the face and the color must suit each persons skin tone". The colors that are
particularly fashionable this season are shades of purple; from pale lilac to a deep violet shade of
prune. Pashmina trends this year are slightly ethnic embrodiery and pleats. Due to the timeless
and seasonless versatility of the pashmina, many women opt for a classic color that can be worn
season after season, perennial favorites include pink-pale shades through to bright fuchsia-butter
yellow, white and, of course, jet black. It takes the wool from four and over 200 man-hours
(spinning, weaving, dying and decorating,) to make just one pashmina shawl. Hand-spinning the
wool for a single pashmina takes 15 days, so naturally the labor-intensive production is reflected
in the price.


Pashmina

refers to a type of fine cashmere wool and the textiles made from it. The name comes
from Pashmineh made from Persianpashm ("wool").The wool comes from changthangi or
pashmina goat, which is a special breed of goat indigenous to high altitudes of the Himalayas in
Nepal, Pakistan and northern India. Pashmina shawls are hand spun, woven and embroidered in
Nepal and Kashmir, and made from fine cashmere fiber

What is Pashmina ?
Pashmina wool, also known as the softest, most luxurious and the best pashmina wool in the
world. It comes from Himalayan region as finest Kashmiri wool which is derived at the altitude
of 12000 to 14000 ft. where temperature goes down up to-40 degree centigrade. THE THERMO
CONDUCTIVITY OF THE WOOL IS BEST IN THE WORLD as it survives the animal AT -40
degree centigrade far below ZERO TEMPERATURES in virgin pollution free climate of the
world. Blessed by nature with a unique very thin short inner coat of hair which is the best
insulation in the world and this inner coat of hair is PASHMINA. The animal is survived because
of this nature gifted hair. Pashmina fiber is less than 15-19 microns in thickness making it very
soft (whereas human hair is 75 microns thick) one pashmina produces 3 to 8 ounces of
Pashmina per year. Origin of Pashmina dates back to ancient civilization. Earlier in olden days
Pashmina shawls found favor with EMPERORS, KINGS, PRINCES, RULERS and NOBLES.
This precious fabric was known as FIBRE FOR KINGS. Now this royal luxury is being offered
in wide variety of shawls, stoles, scarves and sweaters. These luxurious pashmina shawls are
hand woven by traditional weavers whose families have been in the occupation since ages and
they inherit this art from their ancestors, and tradition of this art continues from one generation to
another generation.


Choosing Pashmina
When choosing a pashmina it is important to check whether the piece is 100 percent pashmina or
if it has been blended with silk. We recommend either 100 percent or a 70/30 percent silk blend.
Prefer a 2-ply pashmina as it drapes well and it suitable for climate up to 2-3 degree. Below
freezing temperatures, very old person, real warm envelope prefer a 4 ply pashmina or blanket. It
is 4 times the weight of 1 ply. 1 ply is best for summers, with temperature 30 degree plus. Wear a
pashmina according to your height. A 5 feet lady should wear a stole of 30x80 inches or 75x200
cms and up to 5.5 inches a shawl of 90x200 cms but taller one should buy a 125x250 cms. Since
we have our own manufacturing unit we are able to sell the same top quality products at
affordable prices.

Kashmiri Embroidery
Kashmiri embroidery, called kasida, is varied, rich in colour and elaborate in details and
exquisite in execution. The finest Kasida work in shawls has no 'wrong' side. Connoisseurs set
great value to the embroidery that displays similar fineness of work on both sides of the shawl.
The kasida pattern are drawn freely by the naqqash (the designer) mostly from memory. These
are inspired by the sparkling lakes, the broad curves of the Jhelum, the breath- taking colours of
the skies at sunrise and sunset over the mountains. The naqqash also draws upon poetic fancies
and religious or philosophical themes, portraying them in the designs. The common motifs
include floral borders, paisley, chinar leaves and buta cones. The softer-than-Cashmere texture,
the wool which grows soft with use, the countless hours of painstaking work that go into making
each shawl, make the fabric very special. The Pashmina has a superbly textural feel, drapes
beautifully, feels soft, warm and light to the touch and will serve a user well for years. Its
timeless patterns remain eternally in vogue. In the Indian sub- continent, Pashmina are passed
down from one generation to another. To the credit of the traditional shawl-makers of Kashmir,
the fine Pashmina has not been made successfully elsewhere although attempts have been made
by other countries to replicate this craft, developed into an art form by the Kashmir is. The wool
offers light weight insulation without bulk. The fibers are highly adaptable and appropriate for
all climates. A high moisture content allows insulation to change with the relative humidity of
atmosphere.


How to Wash or Care for Pashmina?

We recommend Dry-clean only. However as all Pashminas as washed in our factory here But
with experienced washerman. So we explain our washing instructions Pashmina are washed
separately. Dip Pashmina for 15 minutes in Luke warm water say 20 degree in 10-15 liters water.
Remove pashmina; again in 5-10 liter water in a bucket add 2-3 tablespoon of liquid Soap or
shampoo for delicate cloth preferably for woolen clothes, Wisk up for rich leather Immerse
pashmina for 30 minutes, After 30 minutes just stir it with hand politely or turn it around a few
times (NO MACHINES please, otherwise 100% pashmina will shrink and get damaged,
Pashmina is very delicate fiber) Rinse the pashmina in fresh running water. Rinse until water
runs clear and then drip dry only DO NO WRINGLE OR TWIST or DO NOT TUMBLER DRY
IT Dry in shade, away from direct sunlight; reverse if embroidered with embroidered underside.
Iron it when 90% dry (not 100%). You will get the fresh pashmina though it will not be as we do.
We offer you FREE one pouch of liquid shampoo recommended by ' WOOL MARK' The world
trade leaders in Pashmina wool Business in the world

How Pashmina Cashmere is manufactured?

1. Wool Collection
First of all the wool from Chyangra (Capra Hircus) goat is collected. The Cashmere wool is
collected every spring. Then the soft fine cashmere is separated from the thick coarse hair.
And both the soft cashmere and the thick coarse hair is taken for their further process.

2. Spinning
The cashmere wool is collected every spring and is basically spun by hand. The yarn is
spun on a spinning wheel locally known as 'Charkha'. Prior to spinning, the raw material is
treated by stretching and cleaning it to remove any dirt and soaked for a few days in a
mixture of rice and water to make it softer. Hand-spinning is an extremely painstaking task.
It requires immense patience, dexterity and dedication and is amazing process to watch
.


3. Weaving

Cashmere yarn is too fragile for the vibration caused by power looms, the weaving of the
traditional 100% cashmere shawls are therefore done on hand-looms. It is essential for the
weaver to have a uniform hand. for par excellence fabric. Weaving here is done with a
shuttle carrying the soft cashmere yarn through the fine yet strong silk warp. The weaving
process is in itself an art, which has been passed down over generations, to give you the
fabulous shawls, which we offer. It takes about four days to weave a single cashmere
shawl. The weaving of cashmere products differ according to the nature of cashmere
products. Different looms are required to weave different cashmere products. For cashmere
shawls, cashmere stoles, cashmere mufflers, cashmere scarves, cashmere blankets and
cashmere sweaters are woven in different looms and they takes different amount of
cashmere fibers and takes time accordingly.

4. Fringes and Designs

The attractive and excellent fringes and beautiful designs in cashmere shawl will be
different than the others. Fringe and designs add extra beauty to cashmere shawls and other
cashmere products. The making of the distinctive cashmere fringe and designs is an
interesting stage of shawl making. Because the fringe and design making process is artistic
and delicate process it takes hours to fringe and design each cashmere shawl or any other
cashmere product by the expert.

5. Dyeing
Dyeing is also done by hand and each piece individually. Dyers with immense patience and
generations of experience are the one who dye the cashmere shawls, Cashmere stoles, cashmere
mufflers, cashmere scarves, and other cashmere products, as even the smallest negligence
reflects on the quality of the product. Only metal and azo free dyes are used, making the shawls
and other cashmere products completely eco-friendly. The pure water used for dying is pumped
up from deep beneath the surface. Dyeing is done at a temperature just below boiling point for
nearly an hour. Cashmere wool is exceptionally absorbent, and dyes easily and deeply. In this


way a fabulous Pashmina Wool, cashmere shawl, cashmere stole, cashmere scarf, cashmere
muffler, cashmere sweater, cashmere blanket and other cashmere products are made.

What Is the Meaning of Consumer Awareness?

Consumer awareness, which refers to a buyer's knowledge of a particular product or company,
allows the buyer to get the most from what he buys. Consumers know more about their choices
when they have product information and benefit from knowing their rights, hearing about alerts
and warnings and finding out about safety issues.

Importance of Consumer Awareness
consumer awareness is a term used to describe the awareness of a potential or current buyer
about a particular product or company. Consumer awareness can be as simple as a shopper
remembering a television commercial or as specific as a customer delving into the manufacturing
origins of a specific product.

Benefits of consumer awareness

consumer awareness for individuals include enhanced critical thinking, improved life skills and
increased self-confidence. Consumer awareness benefits society by promoting customer
satisfaction, increasing economic stability and creating realistic customer expectations.

Types of consumer awareness
There are several different types of consumer awareness. Media awareness involves a customer's
knowledge of the advertising surrounding a given product or company. Media awareness also
encompasses independent product reviews online or in print publications. Cost awareness
involves comparing the prices of a similar product among different competitors.


What Is the Meaning of Consumer perception?

A marketing concept that encompasses a customer's impression, awareness and/or consciousness
about a company or its offerings. Customer perception is typically affected by advertising,
reviews, public relations, social media, personal experiences and other channels.

CONSUMER DECISION MAKING PROCESS:-

 Stimuli- need, reasons, influences, gathering information

 Information processing- process , analyze information about product

 Decision making - on the basis of analysis , decision

 Response- response to buy without any prejudice

CONSUMER SATISFACTION:-

 All business firms have realized that marketing is a core element of management
philosophy & the key to its success lies in focusing more & more on the customers. That
is, it will be the customer who will decide where the firm is heading. Thus the challenge
before the marketer is to ensure that they should satisfy every customer.
 Satisfaction is an important element in the evaluating stage. Satisfaction refers to the
buyers state of being adequately rewarded in a buying situation for the sacrifices he has
made one the customer purchase & use the product they may then become either satisfy or
dissatisfied.
 The result of satisfaction to customer form the purchase of the product or services is that
more favorable post-purchase attitude, higher purchase intention & brand loyalty to be
exhibited that the same behavior is likely to be exhibited in a similar purchasing situation.
The term „consumer‟ is a typically used to refer to someone who regularly purchase from
a particular store or company.
 Customers are people who are happy with the product & services & are willing to come
back & pay for it again.


 Today the firms aim to give satisfaction to the customer through marketing concepts. The
firm try to help the buyers in the solving the problem then competitors. The marketers
must see that consumers with purchasing power constitute a potentials buyers are
identified. It is essential for the marketer to carry out the business in such a way that they
give satisfaction to consumers needed. When a firm markets a product or service it should
aim to enjoy consumer‟s satisfaction & profit maximization.

CONSUMER RESEARCH:-

Consumer research is the methodology used to study consumer behavior research offer set
diverse to identify consumer needs it is used to identify both felt & unfelt needs, to learn
how consumers. Perceive product & brand & stores. What their attitudes are before and
after promotional campaigns & how & why they make their consumption decision.


OBJECTIVES OF THE STUDY


OBJECTIVES OF THE STUDY:

1. To study the consumers awareness regarding Woolen Shawl.
2. To study the level of consumer satisfaction towards Woolen Shawl.
3. To study the various factors that influences the purchase decision of customer towards
Woolen Shawl.


LIMITATIONS OF THE STUDY

As we know that no work is complete in itself, similarly during the course of my study on
Woolen Shawls, I had to face the following difficulties for completing the report:

1. The project is carried out for limited period.
2. Measurement of consumer awareness and perception towards woolen shawls is a
complex subject, which uses non objective method, which is not reliable.
3. As data has been collected through questionnaire, there are chances of biased information
provided by the respondents.
4. The survey is limited to Amritsar only.
5. Difficulty in sampling control: no respondent is forced to fill the questionnaire or give the
interview. Non response can vitiate the character of the sample.
6. Whole of the analysis is based on the feedback of the employees through the medium of
filled questionnaire and it was based on their personal perception and attitudes which
may vary from individual to individual. Although, the above limitations were there while
working with the project, but the efforts were made to reduce the degree to which these
limitation would not affect the result


RESEARCH METHODOLOGY


RESEARCH METHODOLOGY

In this project, the research methodology used in the conduct of the study has been discussed.
The aim of the study is to explore the “Consumer Awareness and perception towards Woolen
Shawl”. The study tries to cover all the aspects of consumer perception and attitude towards
Woolen Shawl.

1. Research Design: A scientifically carried out research project has a definite framework
for data collection. This framework constitutes the research design. The research design
for the present study is descriptive in nature, as it matches well with the objectives of the
study.
2. Universe of the study: The universe of the study is confined to Amritsar city.
3. Technique of sampling: After thoroughly reviewing the nature of the study, it is
decided to employ a non sampling technique named convenience sampling.
4. Sample size: The sample size is100
5. Research period: Research work is only carried for 1 month
6. Data collection: For the purpose of study, both primary and secondary data are required.

 Primary data is collected from the people by using questionnaire which is
devised to be brief, simple and reliable.
 Secondary data is collected from various journals/magazines and websites.
7. Questionnaire Designing :
For the purpose of collecting relevant research data, structured and non-disguised type
questionnaire is used. This work is carried out through face to face survey and self-
administered questionnaires. The questions offered multiple choices.
8. Techniques used for analyzing the collected data are:
The data is collected from 100 respondents through filling the questionnaire and for
getting the most appropriate factors that affects the respondent‟s perception, we have
used factor analysis.


DATA ANALYSIs
&
INTERPRETATION


DATA ANALYSIS AND INTERPRETATION:-

 The collected data were not easily understandable, so I like to analyze the collected data
in a systematic manner and interpreted with simple method.
 The analysis and interpretation of the data involves the analyzing of the collected data
and interpretation it with pictorial representation such as bar charts, pie charts and others.

GENDER:

Gender play vital role in purchase decisions. Gender classified on sex basis i.e. male and female.
Gender classification is requiring to marketer because different gender exhibits different
perception towards products. In classification of gender the following number is used to know
their perception.


Q1). Do you buy shawls?

Customers aware about shawls

No. of respondents Yes No
% Percentage 100 0

customer's aware about Woolen
shawls
120
No. of Respondents

100
80

60
Yes
40
20
0
Yes No

INTERPRETATION:

100% of the respondents were recommended that they are aware about woolen shawls
Majority of the customers are aware about woolen shawls.


Q2). From which place do you buy Shawls?

Analysis of Customer's for purchasing Woolen
Shawls

100
90
No. of Respondents

80
70
60
50
40
30
20
10
0
Outlet discunt store Personal buying any other

INTERPRETATION:

27% of the respondents can recommend that they are purchasing woolen shawls on
outlets, 37% are the majority for buying into the discount store, 33% are on the personal
buying, 3% on the others.


Q3). Which Quality do you buy?

Analysis the Quality of the shawls choose by
customer

100
90
No. of Respondents

80
70
60
50
40
30
20
10
0
Pure Semi pure General Any other

INTERPRETATION:

Majority of the respondents choosing pure quality shawls as compared to semi pure, general or others.


Q4). What factors do you keep in mind before buying?

Analysis of Customer Perception before
purchasing the shawls

100
90
No. of Respondents

80
70
60
50
40
30
20
10
0
Qulaity Design Embroidary Price

INTERPRETATION:

From this analysis that what do they look for when they buy shawls ,majority of the respondents are the
opinion that quality is the most important factor followed by the design, embroidery and price.


Q5). Which Embroidery do you prefer?

Analysis of Customer Perception towards
Embriodary

100
90
No. of Respondents

80
70
60
50
40
30
20
10
0
Jamawar Booty Cashmere Other

INTERPRETATION:

From this graph, it can be interrupted that a majority of the respondents gave preference to
jamawar shawl, when they we ask as the choice of customers.


Q6). What price range do you prefer when you buy Shawl?

Analysis of Customer Perception towards Price

100
90
No. of Respondents

80
70
60
50
40
30
20
10
0
Less than 2000 2000-5000 5000-10000 10000 or above

INTERPRETATION:

Majority of the purchase of shawls buy on price between 2000 to 5000 than the others.


Q7). What do you prefer in Shawls? (1 for high concern and 5 for least
concern)

Factor 1 2 3 4 5
Quality 23 27 20 20 10
Price 27 10 23 20 20
Color 20 23 10 23 27
Trend 20 10 20 23 27

Factor Analysis
Output Created 05-Apr-2013 13:44:48
Comments
Input Active Dataset DataSet1
Filter <none>
Weight <none>
Split File <none>
N of Rows in Working Data File 100
Missing Value Handling Definition of Missing MISSING=EXCLUDE: User-defined missing
values are treated as missing.
Cases Used LISTWISE: Statistics are based on cases
with no missing values for any variable
used.
Syntax FACTOR
/VARIABLES quality price color trend
/MISSING LISTWISE
/ANALYSIS quality price color trend
/PRINT INITIAL KMO EXTRACTION
ROTATION
/PLOT EIGEN
/CRITERIA MINEIGEN(1) ITERATE(25)
/EXTRACTION PC
/CRITERIA ITERATE(25)
/ROTATION VARIMAX
/METHOD=CORRELATION.

Resources Processor Time 00 00:00:00.640
Elapsed Time 00 00:00:00.798


Factor Analysis
Output Created 05-Apr-2013 13:44:48
Comments
Input Active Dataset DataSet1
Filter <none>
Weight <none>
Split File <none>
N of Rows in Working Data File 100
Missing Value Handling Definition of Missing MISSING=EXCLUDE: User-defined missing
values are treated as missing.
Cases Used LISTWISE: Statistics are based on cases
with no missing values for any variable
used.
Syntax FACTOR
/VARIABLES quality price color trend
/MISSING LISTWISE
/ANALYSIS quality price color trend
/PRINT INITIAL KMO EXTRACTION
ROTATION
/PLOT EIGEN
/CRITERIA MINEIGEN(1) ITERATE(25)
/EXTRACTION PC
/CRITERIA ITERATE(25)
/ROTATION VARIMAX
/METHOD=CORRELATION.

Resources Processor Time 00 00:00:00.640
Elapsed Time 00 00:00:00.798
Maximum Memory Required 2872 (2.805K) bytes

KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .569
Bartlett's Test of Sphericity Approx. Chi-Square 38.678
Df 6
Sig. .000


After applying the factor test the KMO .569 which is greater .50 therefore it is valid to
apply the factor test.

Communalities

Initial Extraction
quality 1.000 .562
price 1.000 .714
color 1.000 .501
trend 1.000 .949
Extraction Method: Principal
Component Analysis.

Total Variance Explained

Initial Eigenvalues Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings
Compone % of Cumulative % of Cumulative % of Cumulative
nt Total Variance % Total Variance % Total Variance %
1 1.703 42.580 42.580 1.703 42.580 42.580 1.693 42.317 42.317
2 1.023 25.569 68.149 1.023 25.569 68.149 1.033 25.832 68.149
3 .781 19.528 87.677

4 .493 12.323 100.000

Extraction Method: Principal Component Analysis.

Out of 4 variables 2factors can be derived that explain the variance in the total data .so 2
factors can be extracted in the study.


Also with the help of screeplot indicates that there arev 2 major factors above 1.0, so 2
factors can be extracted in this study.

a
Component Matrix
Component
1 2
quality .748 -.049
price .839 .102
color .648 -.285
trend .141 .964
Component Analysis.
a. 2 components extracted.


In order to associate different variables with the 2 factors rotated components matrix was
compared.

a
Rotated Component Matrix
Component
1 2
quality .749 .045
price .820 .205
color .678 -.202
trend .020 .974
Component Analysis.
Rotation Method: Varimax with Kaiser
Normalization.
a. Rotation converged in 3 iterations.

On the basis of rotated matrix we find that factor 1 includes Quality, price n color n factor
2 includes trend.

Component Transformation Matrix
Component 1 2
1 .992 .124
2 -.124 .992
Extraction Method: Principal Component
Analysis.
Rotation Method: Varimax with Kaiser
Normalization.


Q8). Are you satisfied with warmth of shawls?

Analysis of Customer Perception towards
Warmth of Shawls

100
90
No. of Respondents

80
70
60
50
40
30
20
10
0
Highly Satisfied Satisfied Neutral Unsatisfied Highly Unsatisfied

INTERPRETATION:

Majority of the respondents with highly satisfy with the warmth of the woolen shawls.


Q9). For what purpose do you purchase Shawls?

Analysis of Customer's purpose for buying
shawls

100
90
No. of Respondents

80
70
60
50
40
30
20
10
0
Trend Fashion Winter Wear Occasion Other

INTERPRETATION:

From this survey that the purchase of shawls in winter wear, it is a utility and not a style
statement with trend, fashion, occasion and other.


FINDINGS
&
CONCLUSION


FINDINGS

The main purpose of conducting the study was to fulfill the objectives of the study and
the findings of the study showed that whether the study fulfills the objectives or not. So
in short findings of the study depicted the main benefits of the study. The major findings
of the study are discussed below:-

a) Most of the respondents had awareness about the Woolen Shawls.

b) It is findings in the survey that majority of the consumer prefer for purchasing the
shawls into the Discount store by 37%, 32% in Personal buying, 22% in outlets.

c) It has been found from the analysis that the majority of the consumers prefer the
pure quality of the shawls by giving 37%, 27% semi pure, 31% general, 5% are
others.

d) The main purchasing factors for the Woolen shawls are Quality based. It is the
perception of the customers before purchasing the shawls.

e) Most of the consumers choosing jamawar embroidery shawls by given 40%, 21%
are given to booty, 22% for cashmere and 17 % for others.

f) Majority of the respondents are given 50% to 2000-5000 price, 20 % to less than
2000, 15 % to 5000-10000 and 15% to 10000 or above.

g) Another factor that is the major determinant of consumer perception towards
Woolen shawls is the Quality, price, color and trend.

h) 90% of the respondents are highly satisfied with warmth of the woolen shawls, 5%
are satisfied and 5 % are neutral .

i) 50% Consumers are buying shawls in winter season, 20% are for trends, 12% for
fashion, 10% for others and 8% for occasions.


CONCLUSION

Finally , I conclude that, majority of the customers are highly satisfied with the warmth of the
woolen shawls, Most of the respondents are purchasing the woolen shawls for their quality,
price, color , design ,embroidery‟s. To know about the customers perception towards woolen
shawls.

The customers purpose for purchasing the woolen shawls for winter wear as less than the others
occasions or other. Applying the KMO and Bartlett's Test for factorizing the quality, color, trend
and price.

The customers are choosing jamawar shawls than others like booty, cashmere etc. These shawls
are demanding buy the customers in the winter season.

Many respondents can pay for the shawls 2000-5000 and other demand for less than 2000 for the
middle persons who are buying the shawls, 10000 or above are pay for their pure quality and
embroidery‟s.


BIBLIOGRAPHY


BIBLIOGRAPHY

Marketing Management Philip Kotler, The Millennium Edition, Prentice Hall Of India
Private Limited, New Delhi.

Periodical: Business World

Research Methodology: C.R.Kothari , 2nd edition.

S.N Murty and U Bhojanna

Website Address: www.scribd.com/

https://en.wikipedia.org/wiki/Wikipedia

www.project.com.au/

cashmere.ezinemark.com/pashmina-shawls-introduction-7d327aff67.

en.wikipedia.org/wiki/Shawl

www.rush-ke-kashmir.com/introduction.aspx


ANNEXURE


QUESTIONNAIRE

I, Sahil Marwaha, student of MBA 4th semester of DAVIET, Jalandhar, is conducting a survey
on “CONSUMER AWARENESS AND PERCEPTION ABOUT WOOLEN SHAWLS”
for the fulfillment of final research project. I would be extremely thankful if you fill the
following questionnaire, I hereby declare that the information collected through this survey will
be kept confidential and will be used only for the educational purpose.

Please tick at the appropriate box:-

Q1). Do you buy shawls?

a) Yes b) No

Q2). From which place do you buy Shawls?

a) Outlet

b) Discount store

c) Personal buying

d) Others

Q3). Which Quality do you buy?

a) Pure
b) Semi-Pure
c) General
d) Any other


Q4). What factors do you keep in mind before buying?

a) Quality

b) Design

c) Embroidery

d) Price

e) Any other

Q5). Which Embroidery do you prefer?

a) Jamawar

b) Booty

c) Cashmere

d) Other

Q6). What price range do you prefer when you buy Shawl?

a) Less than 2000
b) 2000 - 5000
c) 5000 - 10000
d) 10000 or above

Q7). What do you prefer in Shawls? (1 for high concern and 5 for least concern)

Factor 1 2 3 4 5
Quality
Price
Color
Trend


Q8). Are you satisfied with warmth of shawls?

a) Highly Satisfied

b) satisfied

c) Neutral

d) Unsatisfied

e) Highly Unsatisfied

Q9). For what purpose do you purchase Shawls?

a) Trend

b) Fashion

c) Winter wear

d) Occasion

e) Other


Respondent’s Profile:-

Name:-________________________________________________

Contact No.:-___________________________________________

Profession:-______________________________________________

Age:-_____

Address:-
___________________________________________________________

Thank You

Projectof a consumer awareness and perception towards woolen shawls

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