This document provides an overview of a major research project on consumer attitudes towards leather products with reference to Tata International Limited in Dewas, India. The project includes an introduction, industry and company reviews, and discusses theories of attitude formation. It was submitted in 2003 as part of an MBA degree program. Key points covered include the importance of consumer attitudes, India's leather industry centers and exports, and Tata International's position as a leading leather and leather products exporter.

1. MAJOR RESEARCH PROJECT
A STUDY OF
CONSUMER ATTITUDE TOWARDS
LEATHER PRODUCTS WITH REFERENCE TO
TATA INTERNATIONAL LIMITED, DEWAS
A dissertation
Submitted for the fulfillment
For the degree of
MASTER OF BUSINESS ADMINISTRATION
DAVV, INDORE
(2003 - 2005)
Guided by : Mr. Digamber Negi [Faculty, SVIM, Indore ]

2. CERTIFICATE
This is to certify that the Major Research Project entitled
A STUDY OF
CONSUMER ATTITUDE TOWARDS
LEATHER PRODUCTS WITH REFERENCE TO
TATA INTERNATIONAL LIMITED, DEWAS
Has been accomplished by Mr. Anshuman Jain under my guidance and
Supervision. This project is being submitted by him in the partial fulfillment of
requirements for the degree of MBA from DAVV, Indore. To the best of my
Knowledge and belief this work has not been submitted by him anywhere else for
The award of any degree or diploma with proper citation.
PROJECT GUIDE
Mr. Digamber Negi
[Faculty, SVIM, Indore]

3. ACKNOWLEDGEMENT
First of all I feel indebted and express my sincere thanks to the management of all those
organizations from which I have collected data, for their kind support in the completion of my
project report and the study.
For the completion of my report I have been helped, assisted and encouraged by many
quarters. This study is based on my Major Research Project work as part of my course
curriculum of MBA degree.
I owe a department of gratitude to Mr. Digamber Negi, my project guide, who gave the
opportunity to work under him. I am also deeply indebted to him for his extra ordinary insight in
all my problems as he is a sunny ray in morning time for all his suggestions, kind support, and
guidance which helped me to reach at the successful end of my project report.
I am very much thankful to Dr. Ajit Upadhyay, my faculty in Marketing, who has given
me invaluable advice and tips, which had contributed to great extent in facilitating the
completion of the project quite successfully. At the same time, I feel indebted to him for his kind
cooperation from time to time as and when needed.
I give my sincere thanks to all those consumers for extending their kind cooperation
towards the gathering of all information and data that has to be required from them to arrive at
the conclusion of this study.
I am also indebted to the Dr. Rajendra K. Jain ( Head of Department – MBA, Fulltime),
Shri Vaishnav Institute of Management (SVIM), Indore
And at last, I convey my special thanks to almighty GOD, my parents, friends, well
wishers, and all those though I am unable to mention all of them individually but without their
valuable guidance and help this project work was very difficult to be completed.
With regards,
Anshuman Jain

4. PREFACE
The healthy work force is required for the survival and prosperity of the organization and
it can be achieved only through the medium of management of human resources and optimum
utilization of available resources by training and proper development of manpower and
organization.
The workforce of an organization cannot perform quite well until it has a mental peace. It
is very important for the individuals, now days, to take decisions on the basis of an equilibrium
analysis of emotions and the practical ground cases. Resultantly the organization may be in
trouble as well as the individual.
Theoretical knowledge provides foundation stone of the practical and field work
examines and tests the element of truth in theory. Theory without practical knowledge is of little
importance. Knowledge without practical training cannot be perfect.
This study report is practical work to give insight into both the above points stated earlier.
It is initiated with the aim to analyze the consumer‘s attitude towards leather products.
Not more, but in fact, this study enables me to imbibe my theoretical knowledge with the
practical situation in the organization and the external environment as well.
Anshuman Jain

5. INTRODUCTION
ATTITUDE
An expression of inner feelings that reflect whether a person is favorably or unfavorably
predisposed to some object.
They are an outcome of psychological processes.
Attitudes are not directly observable but must be inferred from what people say or what
they do.
Attitudes affect and influence the perception of product, brand, people, exposure to, and
comprehension of information, choice of friends and so on.
Definition:
An Attitude is a learned predisposition to behave in a consistently favorable or unfavorable
way with respect to a given object.
ATTITUDE, OPINIONS, AND BELIEFS
Attitudes are not normally thought of as resulting from a combination of beliefs, values
and opinions. Beliefs are the subjective judgments about the relationship between two or more
things.
―An enduring organization of perception and cognition about some aspect of individual‘s
world‖.
KRETCH And CRUTCHFIELD
Values involve an individual‘s judgment on what is right, good, desirable, and
worthwhile
SOURCES OF INFLUENCE ON ATTITUDE FORMATION
Direct and Past Experience:
The marketer‘s objective is to get consumer to try the new product and then to evaluate it.

6. If a product proves satisfactory, it is likely, that consumer will form the positive attitudes and
purchase the product.
Influence of Family and Friends:
As we come into contact with others, we form attitudes that influence our lives. It is the
family that provides us with many of our basic values and a wide range of less central beliefs.
Direct Marketing:
To target small consumer niches with product and service that fit their interests and
lifestyles.
Exposure to Mass Media:
Consumers are constantly exposed to new ideas, product opinions and advertisement.
These mass media communications provide an important source of information that influence the
formation of consumer attitudes.
THEORIES OF ATTITUDE FORMATION
These theories are based on assumption that people seek consistency in their attitudes.
Four prominent theories are:
a. Balance Theory
b. Congruity Theory
c. Affective Cognitive Consistency Theory
d. Cognitive Dissonance Theory
BALANCE THEORY
Proposed by F. Heider.
Mainly concerned with the transfer of information between people.
Concerned with the consistency in the judgement of people and issues that are linked by some
form of relationship.

7. Three elements in Attitude formation: The person; other person; The ‗Object‘, or impersonal
entity.
Two generic types of relationship exist between these elements:
a. Linking or sentiment relationships
Includes all forms of sentiments and effects.
b. Unit Relationships
It perceives that two elements belong together.
Balance will exist if all three relations are positive or if two relations are negative and one is
positive.
A person‘s attitude towards an object will depend on his or her attitude towards the source,
which is linked to the object.
According to Balance theory, whenever there in inconsistency, that must be resolved either
changing the attitude to a person or the object.
CONGRUITY THEORY
Proposed by C E Osgood and P H Tannenbaum
Congruity exists when a source and concept which are positively associated, have exactly the
same evaluations.
Congruity is stable state and is also said to exist when a source and concept which are negatively
associated have exactly the opposite evaluations attached to them.
Rate alternatives towards an object from -3 to zero to +3.
In order to obtain congruity, one should take into account not only the direction of the attitude
but also its strength.
AFFCETIVE COGNITIVE CONSISTENCY THEORY
Proposed by M J Rosenberg.

8. According to this theory, attitudes are related to one aspect of cognitive structure between the
object and the achievement of desired and undesired values and goals.
This theory is referred to as structural because it considers what happens within an individual
when attitude changes.
Suggests that change in the affective component will produce changes in the cognitive
components to bring about consistency between the two.
COGNITIVE DISSONANCE THEORY
Proposed y L Festinger.
Dissonance impels a person to change his opinion or his behavior.
States that there are three types of relationships between all events:
1. Dissonance:
When they are opposed to one‘s experience about the relationship of events.
2. Consonant:
When one follows from the other on the basis of logic or experience.
3. Irrelevant:
When two events are not interrelated.
Aim of this theory is to reduce the amount of dissonance. This can be reduced by
1. Changing a behavioral cognitive element
2. Changing the environmental element and adding a new cognitive element.

9. INDUSTRY REVIEW
Leather industry in India, occupies a place of prominence in the Indian economy, in view
of its massive potential for employment, growth and exports.
There has been increasing emphasis on its planned development, aimed at optimum
utilization of available raw materials for maximizing the returns, particularly from exports.
MAJOR PRODUCTION CENTRES OF LEATHER AND LEATHER PRODUCTS
REGION STATES CITIES
Chennai
Ambur
Ranipet
Tamil Nadu
Vaniyambadi
Southern Region
Trichy
Dindigul
Andhra Pradesh Hyderabad
Karnataka Bangalore
Punjab Jalandhar
Northern Region
Delhi New Delhi and NCR
Eastern Region West Bengal Calcutta
Kanpur
Central Region Uttar Pradesh
Agra
Western Region Maharashtra Mumbai (Bombay)
ESTIMATED PRODUCTION CAPACITIES
Leather Footwear: 776 Million Pairs
Leather Garments: 18 Million Pieces
Leather Goods: 60 Million Pieces
FEATURES OF LEATHER SECTOR IN INDIA
a. Employs 2.5 Million persons.
b. A large part (nearly 60-65%) of the population in the small / cottage sector.

10. c. Annual Export value poised to touch about 2 Billion US Dollars.
d. Amongst top 8 Export earners for India.
e. Endowed with 10% of the world raw materials export constitutes about 2% of the world
trade.
f. Has enormous potential for future growth.
g. Vary high value addition within the country.
LEATHER FOOTWEAR EXPORT STATSTICS
IMPORTANT
TOP 5
PRODUCT PRODUCTION
PRODUCT RANGE IMPORTING
TYPE CENTRES IN
COUNTRIES
INDIA
Agra
Casual and Formal Shoes Ambur
USA
Moccasins Bangalore
UK
Safety Boots Chennai
Germany
Leather Footwear Monk Delhi
France
Oxford Jallandhar
Italy
Chappals Kanpur
Horachi, and Sandals Mumbai
Ranipet
Leather Jackets – Men Bangalore
Leather Jackets - Women Chennai USA
Long Coats Delhi UK
Leather Blousons Jallandhar Germany
Leather Garments
Shirts and Trousers Kanpur Italy
Motorbike Jackets Mumbai Spain
Waist Coats, and Skirts Hyderabad
Children Garments Pune
Wallets
Purses, and Handbags
Calcutta
Belts, and Key-chains Germany
Chennai
Passport Folders UK
Leather Delhi
Spectacle Cases USA
Accessories Jallandhar
Hand Gloves Italy
Kanpur
Travel-ware and Portfolios Spain
Mumbai
Suitcases, Harnesses
Saddler Goods

11. COMPANY REVIEW
India‘s largest finished leather, leather products, and leather garments, exporter. Also a
leading Footwear manufacturer.
Tata International is India‘s leading leather products exporter. As a leather and leather
products exporter, the company operates its leather business in India from Dewas, Chennai,
Delhi, Calcutta, as well as from China, South Asia and the Middle East, leveraging our global
network. We source wet blue worldwide and have world renowned clients for our finished
leather and leather products. Our state-of-the-art manufacturing facility at dewas in central India
is among the top three worldwide for great skin. Our units have ISO 9001 certificate from RW
CERT of Germany since 1994, making ours the first leather in the industry in Asia to be ISO
14000 certified. Our facilities are governed by International Labor Organization Law.
Our R&D Department has made internationally acknowledge break-through in the
production of chrome free leather and processing of solid waste. We have established and
coordinate a highly flexible supply chain for sourcing leather, footwear, garments, and leather
goods.
As a leather and leather products exporter, our main markets are the quality stringent
markets of Western Europe, North America, and the Far East.
INTRODUCTION ABOUT THE COMPANY
Tata International – the Tata Group‘s business gateway to the world was established in
1962. One of India‘s premier business houses, the Tata Group‘s US $ 10.7 Billion turnover
includes exports of US $ 2.6 Billion.
As a Billion Dollar International business company, Tata International‘s operations are
organized as global business units (GBU) – Leather and Leather products, Steel, Engineering,
Minerals, Bulk Commodities, and Chemicals. Tata International also markets Information
Technology services and sources consumer products. Each of the businesses benefits from Tata.
Committed to the globalization of the Tata Group‘s businesses, Tata International exports
products like Automobiles, Steel, Leather, Minerals, Mining, and Steel Industry equipments,
Engineering products, and Computer Software. In addition, Tata International also trades in bulk
commodities like liquid fuel, coal, metcoke, limestone, metals, and chemicals. Tata International
is India‘s largest exporter of leather and leather products. Tata International has a state-of-the—
art manufacturing facility at Dewas (Madhya Pradesh) which is among the top thee worldwide

12. for goat skin. Tata International also facilitates new opportunities for the Tata Group through
strategic alliances with world class companies.
With the global reach provided by a well-integrated network and infrastructure of
subsidiaries, offices and associate Tata companies that span the globe, Tata International sources
quality products and services from the most competitive markets in the world. The services Tata
International offers range from Marketing and Marketing Intelligence through Manufacturing
and Sourcing, Financing, Documentation, Warehousing, Logistics and Delivery, to effectively
managing global supply chains and customer relationship management. This is achieved through
Tata International‘s subsidiaries in Hong Kong, UAE, Australia, Africa, and Tata International‘s
offices in India, Thailand, Bangladesh, Nepal, Sri Lanka, Afghanistan, Saudi Arabia, Indonesia,
China, Singapore, Ukraine, and UK. In addition, the eight Tata International subsidiaries in
Africa – South Africa, Zambia, Zimbabwe, Namibia, Mozambique, Uganda, Tanzania, and
Ghana – provide customer support facilities for Tata Automobiles and Engineering Goods, and
have other business interests on the continent.
As one of India‘s leading global trading companies, Tata International is recognized by
the Government of India as a Golden Super Star Trading House. Tata International does business
in over a hundred countries. Tata International‘s major markets are Europe, SAARC, ASEAN,
West Asia, the Far East and Oceania which together account for 80% of its exports, Tata
International‘s other markets being the America and Africa. Tata International and its overseas
subsidiaries have a combined turnover of approximately US $ 1.1 Billion.
Tata International derives strength from its team of committed and experienced
professionals, and has taken on the challenge of becoming a benchmark in International
operations, leveraging its knowledge capital and its global presence.
CORE VALUES
INTEGRITY
We must always conduct our business with fairness, honesty, and transparency, so that
we can at all times stand public scrutiny. We will never undermine the heritage of trust that
comes with the Tata brand.
SPIRIT OF ENTERPRENEURSHIP
We would encourage innovative ideas for individual and organizational development.
This thinking would be fostered, encouraged and recognized for enhancing business. We would
take delight in stretching our goals and each of us would have a sense of ownership and
responsibility for all our business dealings.

13. AGILITY
We will encourage an organizational culture and structures that have capacity for change.
Flexibility and adaptability will be critical to our operations. We will aim for nimble, flexible
and customized responses at all times to all our stakeholders.
PASSION FOR EXCELLENCE
All our activities must be driven by a passion for excellence. We must strive,
uncompromisingly, to achieve the highest standards in our daily work and in the quality of the
goods and services we offer. We would endeavor to achieve ‗best in class‘ status in all our
processes and results.
UNITY
We must work cohesively with our colleagues, customers, and partners around the world,
leveraging synergies and building strong networks based on collaboration and mutual
cooperation.
MISSION
To be a competitive value provider in International business for Group companies and all
our partners.
VISION
Become a globally networked enterprise seizing opportunities worldwide to generate
USD 25 Million annual profits by year 2008.
VIVD DESCRIPTION OF VISION
By year 2008, we would have
 Achieved aggressive and profitable growth of our five core businesses and initiated new
business.

14.  Become a cohesive, integrated and synergized global entity providing horizontal and
vertical reach and infrastructure to all our partners worldwide.
 Consistently achieved customer delight by focusing on value adding activities throughout
our value chain.
 Achieved best partner status with group companies in International business on a
sustained basis.
 A strong global supply base for world class goods and services.
 Become a learning and knowledge rich organization acknowledged as thought leaders in
international business.
 Institutionalized Tata Business excellence Model and achieved best in class status.
 Effective and responsive systems and processes that will underpin our business decisions
to manage risks.
 Become an exciting organization which attracts and retains best talent worldwide for
global competitiveness.
 Become a proactive, integral and responsible member of our environment and
communities
PRODUCTS OF THE COMPANY
FINISHED LEATHER
Tata International‘s finished leather range includes Full Aniline and Semi Aniline
finishes in Kid Goat, Sheep, Cow, and Buffalo. We also offer Patent leathers from Cow, Goat,
and Sheep, plus Suede and Nubuck from Kid and Cow. Our experience of over 25 years in
finished leather has made us the largest supplier of Kid and Goat skin finished leather from
India. We are capable of exporting finished leather items as per your need, in any quantity and
are capable to meet your import requirements round the year.
LEATHER FOOTWEAR
Tata International is India‘s leading footwear manufacturer and exporter. Versatile and
flexible manufacturing facilities in Dewas, Chennai, and New Delhi in India, reinforced with
state of the art production units have helped Tata International emerge as a leading footwear
manufacturer and exporter. As a footwear manufacturer and exporter, we have a high end full

15. shoe facility, Graziella Shoes Limited located at Chennai, established in a 50-50 joint venture
with Pucci SRL of Italy. This footwear manufacturing facility produces 3000 pairs per day of full
shoes with Italian unit soles and Indian uppers. The high quality shoes are sold to well establish
brands.
As a footwear manufacturer and exporter, we also have a Hong Kong operation where we
outsource the manufacture of shoes to China and then export these to third countries. The leather
for these shoes is either supplied from India or purchased from Pakistan or Indonesia. The China
sourcing is only for bulk business of 10000-15000 pairs of style.
LEATHER GARMENTS
As a leading leather garments exporter from India, flexibility is our strength. With 25
years of experience in this fashion industry, we as leather garments exporter are aware that one
must respond quickly to a change in needs. We cater for this through our capacity to produce
1000 garments per day, with the aid of our well trained in house designers, world class
manufacturing processes and special sample lines to meet customer‘s requirements.
We become a leather garments exporter in 1975. The Dewas based (in Madhya
Pradesh, India)Leather Garments division of Tata International, adopted best in class
manufacturing processes and systems in collaboration with one of the premier leather
manufacturers of Germany – Ledermann.
Today Tata International has one of the most modern and well equipped manufacturing
facilities on the South Asian subcontinent. Apart from being the first leather garments unit in
India to boast ISO 9001 and ISO 14001 certification (certificates awarded by R W TUV of
Germany), we as a leather garments exporter also enjoy the patronage of an established
international clientele that includes names like Betty Barclay, Escada, Karstadt, Kaufof, C&A,
Marks and Spencers, Talenti, Gerry Weber, Mango (Spain), Steillmann and Mauritius.
LEATHER ARTICLES
Tata International produces high quality leather products and is one of the largest
exporters of the same. The product range comprises of a wide array of leather goods ranging
from personal articles to business and travel accessories.
The medium end is serviced by our dedicated units in Calcutta and Dewas. The
Calcutta operations cater to the German, UK, and US market in the middle value segment. Here
we have dedicated units capable of producing in excess of 50,000 pieces of small leather goods
per month.
Tata International products are created taking into consideration style, aesthetics,
craftsmanship and functionality. Our talented crafts person handcraft the creations from some of
the finest Indian and imported leathers with the most stringent in process checks and refinements

16. to ensure the right quality. Tata International bring to leather goods manufacturing 25 years of
experience in leather tanning and sourcing, its highly skilled workforce and an understanding of
customer quality requirements developed over the years by working with our highly discerning
customers. We are proud to be associated with world renowned brands.

17. OBJECTIVE AND SCOPE OF STUDY
OBJECTIVE OF STUDY
The training in any organization, case studies and project works, for practical fulfillment
of the MBA program is very much important for an MBA student. This MBA program does not
give the answer of all problems, which arise, in the practical field. There is no any certain
formula for any particular problems. But the main purpose of this study is to develop the ability
of good research work, analysis and perfect decision making with a view to understand the
difference between the theoretical concepts and the practical behavioral situations, style of
working in different ways under the same situations.
This study is an effort to analyze the consumers attitude towards leather products amount
the consumers in Indore city.
The objectives provide the foundation of a systematic work. Apart from all above, the
main objectives of this study are:
 To study consumer attitude towards leather products with special reference to leather
products of Tata International Limited, Dewas
 To know about the factors which are contributing more as compared to other factors.
 To know the practicality of research methods in various types of real life problems and
cases.
 Whatever subjects being taught in the classroom are theoretical and training and project
work provides us the comparison how the practicalities of an organization vary with
theory.
 Lastly, for the partial fulfillment of the MBA program and we have to submit the project
report on the basis of study so conducted.
SCOPE OF STUDY
1. Knowing attitude of consumer towards leather products.
2. Knowing attitude of consumers of Indore City.
3. Knowing attitude of consumers towards products of Tata International Limited, Dewas.

18. RESEARCH METHODOLOGY
COLLECTION OF DATA
In this study, I have collected data through questionnaires method. The questionnaire
consists of 12 questions, which all were close ended questions including two questions (Q9 and
Q12) for ranking of different parameters.
[Please refer to the Questionnaire in Annexure]
TYPE OF RESEARCH
This research study is an exploratory research study, which is aimed at to identify the
consumer attitude towards leather products.
RESEARCH DESIGN
This Research design is strictly designed as pure descriptive as well as diagnostic
research design. Strictly ―structured instruments‖ is used in this study. This is also a probability
sampling design, that is, Simple random sampling and also advanced decisions are taken about
its operational procedures.
SAMPLING DESIGN
The respondents selected should be as representative of total population as possible in
order to produce a miniature cross section. The selected respondents constitute what is
technically called Sample and the selection process is called Sample Survey. The researcher
must prepare a sample design, that is, he must plan how a sample should be selected and of what
size such a sample would be. The present study was conducted under the following sample
design:

19. TYPE OF POPULATION
In this study, the population selected was the consumers of leather products, living in
various areas of Indore city.
SAMPLING UNIT
In present study, the sampling units are collected within the geographical region of Indore
city.
SOURCE LIST
It is also known as Sampling Frame from which sample is to be drawn. It contains the
names of all items of a universe (in case of finite universe only).
In present case, the sampling frame is selected by choosing the consumers from various
regions of Indore city. The consumers were also selected taking into consideration the reliability
of data thus obtained.
SAMPLE SIZE
This refers to the number of items to be selected from the universe to constitute the
sample.
In this study, the samples are drawn from only one population and the size of sample was
of 100 consumers, and thus the data was collected on a total of 100 sample questionnaires.
TYPE OF SAMPLING
This case is a probability sampling case and the sampling technique, which is used in this
study, is simple Random Sampling Technique of Probability Sampling.

20. SCALING TECHNIQUES
In this study, for Q9 and Q12, the Summated Scales or Likert-type scales are used. The
Likert-type summated scales are regarded as the most useful scale in a situation wherein it is
possible to compare the respondent‘s score with a distribution of scores from some well defined
group.
Here, in present situation, respondents were asked to respond their opinions on all selected
items using a Likert-type 5-point scale (for Q9) ranging from ―Strongly satisfied‖ to ―Strongly
Dissatisfied‖. The strongest favorable response is scored as 1 whereas the strongest unfavorable
response as 5.
Also, the respondents were asked to respond their opinion (in Q12) using a Likert-type 3-
point scale ranging from ‗High‘ to ‗Average‘ to ‗Low‘. The strongest favorable response (High)
is scored as 1 whereas the strongest unfavorable response (Low) is scored as 3.
DATA COLLECTION
FOR PRIMARY DATA:
Generally, in behavioral science study, primary data can be collected by the following
ways:
By Observation
Through Personal Interview
By Questionnaire
Since it is a survey report study and also related with psychological traits and behavioral
science, hence only a set of structured questionnaire completed collection of data.
FOR SECONDARY DATA:
Also in making inference about the concept of the study to be conducted, secondary data
helped and contribute a lot to start with the problem. For this, various magazines, textbooks,
project reports, journals, and websites were used.

21. DATA ANALYSIS AND INTERPRETATION
DEMOGRAPHY OF THE RESPONDENT
The personal information was collected under five categories as:
Name
Age
Gender
Occupation (or Profession)
Salary
All these attributes (except Name) were considered to be important with respect to consumer
attitude.
A total of 100 respondents were questioned. The categorization according to age, gender,
occupation, and salary is as follows:
AGE GROUP
15-25 71
25-25 17
35-50 7
50 and above 5
GENDER
Male 61
Female 39
OCCUPATION
Service 20
Business 10
Student 70
SALARY
0-5000 69
5001-15000 21
15001 and Above 10

22. ANALYSIS AND INTERPRETATION OF DATA
The data was analyzed in terms of impact of age, gender, occupation, and salary on the following
criteria related to consumer attitude.
Q1 Known to Brand
Q2 Use of Leather products
Q3 Consultation while making the buying decision
Q4 Time of purchase
Q5 Purpose of buying the product
Q7 Mode of Purchase
Q8 Time duration of buying the product
Q9 Ranking of features
Q12 Ratings of different parameters for leather products.
SCORING
Out of these criteria, Q2, Q3, Q4, and Q5 are of multiple choices.
Further in this study, the individuals have given their assessment in Q9 and Q12 by ranking for
each item in the question using Likert Scale of 5-point (for Q9) and 3-point (for Q12).
WEIGHTS GIVEN FOR LIKERT SCALE
FOR QUESTION 9
The 5-point Likert scale is as follows with the weights given to them in brackets
1.Strongly Satisfied (5)
2.Satisfied (4)
3.Neutral (3)
4.Dissatisfied (2)
5.Strongly Dissatisfied (1)
FOR QUESTION 12
The 3-point Likert scale is as follows with the weights given to them in brackets
1: High (3) 2: Average (2) 3: Low(1)

23. DATA ANALYSIS I
(on the basis of Complete sample taken)
KNOWN TO BRAND
Yes 78
No 22
USE OF PRODUCT
Footwear 85
Garments 17
Accessories 39
CONSULTATION
Friends or Family 47
Media 8
Dealers and Distributors 0
Your own self 49
TIME OF PURCHASE
Occasions 19
Festivals 4
Events 2
Not Specific 77
PURPOSE OF BUYING
Gift to someone 11
For personal use 85
For using within peer group and family 10
Any other (specify) 0
MODE OF PURCHASE
Cash 77
Credit Cards 1
Both 22

24. TIME DURATION OF BUYING THE PRODUCT
Less than a month 5
Monthly 7
Bi-monthly 15
Six-monthly 36
Yearly 26
More than a year 11
RANKING FOR TIL PRODUCTS
(1) (2) (3) (4) (5) WEIGHTED AVERAGE RANKS
Conformance Quality 36 37 18 6 3 3.97
Performance Quality 36 33 14 12 5 3.83
Price 13 38 30 13 6 3.39
Aestheticness 12 28 34 21 5 2,91
Form 11 33 36 16 4 3.31
Features 17 42 25 8 8 3.52
Durability 35 36 14 9 6 3.85
Reliability 36 41 11 10 2 3.99
Repair ability 17 36 25 14 8 3.40
Style and Design 36 36 15 8 5 3.90
Brand Name 44 29 11 12 4 3.97
RANKING FOR LEATHER PRODUCTS, IN GENERAL
(1) (2) (3) WEIGHTED AVERAGE RANKS
Popularity 54 38 8 2.46
Style 52 41 7 2.45
Availability 34 46 20 2.14
Fashion ability 43 42 15 2.28
Lifestyle Fitting 52 31 17 2.35

25. DATA ANALYSIS II
(on the basis of Age Group)
KNOWN TO BRAND
15-25 25-35 35-50 50 and Above
Yes 56 13 4 5
No 15 4 3 0
USE OF LEATHER PRODUCT
15-25 25-35 35-50 50 and Above
Footwear 59 15 6 5
Garments 14 1 2 0
Accessories 25 8 3 3
CONSULTATION
15-25 25-35 35-50 50 and Above
Friends and Family 33 8 3 3
Media 5 3 0 0
Dealers and Distributors 0 0 0 0
Your own self 34 9 4 2
TIME OF PURCHASE OF LEATHER PRODUCT
15-25 25-35 35-50 50 and Above
Occasions 12 4 2 1
Festivals 3 1 0 0
Events 2 0 0 0
Not Specific 54 12 7 4
PURPOSE OF BUYING THE PRODUCT
15-25 25-35 35-50 50 and Above
Gift to someone 9 2 0 0
For personal use 58 16 6 5
Use within peer group and family 9 0 1 0
Any other 0 0 0 0

26. MODE OF PURCHASE
15-25 25-35 35-50 50 and Above
Cash 55 12 6 4
Credit Cards 0 0 0 1
Both 16 5 1 0
TIME DURATION OF BUYING THE PRODUCT
15-25 25-35 35-50 50 and Above
Less than a month 3 0 2 0
Monthly 5 2 0 0
Bi-monthly 11 3 1 0
Six monthly 27 6 2 1
Yearly 17 4 1 4
More than a year 8 2 1 0
RANKINGS FOR TIL PRODUCTS
1. Age group of 15 – 25
(1) (2) (3) (4) (5) WEIGHTED AVERAGE RANKS
Conformance Quality 23 28 14 5 1 3.94
Performance Quality 24 20 13 11 3 3.71
Price 9 26 24 7 5 3.38
Aestheticness 8 14 27 17 5 3.04
Form 8 20 29 10 4 3.25
Features 14 27 21 5 4 3.59
Durability 27 26 10 4 4 3.95
Reliability 29 25 9 6 2 4.02
Repair ability 13 24 18 11 5 3.40
Style and Design 27 26 9 5 4 3.94
Brand Name 31 22 7 10 1 4.01

27. 2. Age group of 25 – 35
(1) (2) (3) (4) (5) WEIGHTED AVERAGE RANKS
Conformance Quality 10 3 3 1 0 4.21
Performance Quality 9 6 1 1 0 4.35
Price 4 8 3 1 1 3.76
Aestheticness 3 8 3 3 0 3.64
Form 2 7 6 2 0 3.52
Features 2 9 3 2 1 3.52
Durability 5 6 3 2 1 3.70
Reliability 4 11 1 1 0 4.05
Repair ability 4 7 4 1 1 3.70
Style and Design 8 4 3 1 1 4.00
Brand Name 8 3 5 1 0 4.05
3. Age group of 35 – 50
(1) (2) (3) (4) (5) WEIGHTED AVERAGE RANKS
Conformance Quality 3 3 0 0 1 4.00
Performance Quality 2 4 0 0 1 3.85
Price 0 2 3 2 0 3.00
Aestheticness 1 4 2 0 0 3.85
Form 0 4 1 2 0 3.28
Features 1 3 1 0 2 3.14
Durability 2 2 1 0 2 3.28
Reliability 3 3 2 0 0 4.14
Repair ability 1 1 2 1 2 2.71
Style and Design 1 3 2 1 0 3.57
Brand Name 2 3 0 0 2 3.42
4. Age group of 50 and above
(1) (2) (3) (4) (5) WEIGHTED AVERAGE RANKS
Conformance Quality 0 3 1 0 1 3.20
Performance Quality 1 3 0 0 1 3.60
Price 0 2 0 3 0 2.80
Aestheticness 0 1 3 1 0 3.00
Form 1 2 0 2 0 3.40
Features 0 2 1 1 1 2.80
Durability 1 2 0 2 0 3.40
Reliability 0 2 0 3 0 2.80
Repair ability 0 4 0 1 0 3.60
Style and Design 0 3 1 1 0 3.40
Brand Name 2 1 0 2 0 3.60

28. RANKINGS FOR LEATHER PRODUCTS, IN GENERAL
1. Age group of 15 – 25
(1) (2) (3) WEIGHTED AVERAGE RANKS
Popularity 37 28 6 2.43
Style 37 30 4 2.46
Availability 29 33 9 2.28
Fashion ability 28 31 12 2.22
Lifestyle Fitting 36 22 13 2.32
1. Age group of 25 – 35
(1) (2) (3) WEIGHTED AVERAGE RANKS
Popularity 8 7 2 2.52
Style 7 8 2 2.29
Availability 3 7 7 1.76
Fashion ability 8 9 0 2.47
Lifestyle Fitting 9 7 1 2.47
1. Age group of 35 – 50
(1) (2) (3) WEIGHTED AVERAGE RANKS
Popularity 6 1 0 2.85
Style 4 2 1 2.42
Availability 1 3 3 1.71
Fashion ability 1 3 3 1.71
Lifestyle Fitting 5 1 1 2.57
1. Age group of 50 and above
(1) (2) (3) WEIGHTED AVERAGE RANKS
Popularity 3 2 0 2.60
Style 4 1 0 2.80
Availability 2 2 1 2.20
Fashion ability 4 1 0 2.80
Lifestyle Fitting 3 1 1 2.40

29. DATA ANALYSIS III
(on the basis of Gender)
KNOWN TO BRAND
Male Female
Yes 51 27
No 10 12
USE OF LEATHER PRODUCTS
Male Female
Footwear 56 29
Garments 10 7
Accessories 19 20
TIME OF PURCHASE
Male Female
Occasions 8 11
Festivals 1 3
Events 1 1
Not specific 52 25
PURPOSE OF BUYING THE PRODUCT
Male Female
Gift to someone 4 7
For personal use 55 30
Using within peer group and family 7 3
Any others 0 0
MODE OF PURCHASE
Male Female
Cash 47 30
Credit cards 1 0
Both 13 9

30. TIME DURATION OF PURCHASE OF LEATHER PROODUCTS
Male Female
Less than a month 4 1
Monthly 3 47
Bi monthly 7 8
Six monthly 25 11
Yearly 15 11
More than a year 7 4
RANKING FOR LEATHER PRODUCTS OF TIL
MALE FEMALE
(1) (2) (3) (4) (5) WAR (1) (2) (3) (4) (5) WAR
Conformance Quality 24 24 10 2 1 4.11 12 13 8 4 2 3.74
Performance Quality 25 19 6 8 3 3.90 11 14 8 4 2 3.71
Price 8 24 16 9 4 3.37 5 14 14 4 2 3.41
Aestheticness 6 17 21 14 3 3.14 6 11 13 7 2 3.30
Form 10 18 19 12 2 3.36 1 15 17 4 2 3.23
Features 9 26 15 5 6 3.44 8 15 11 3 2 3.61
Durability 21 20 9 5 6 3.73 14 16 5 4 0 4.02
Reliability 18 28 6 7 2 3.86 18 13 5 3 0 4.17
Repair ability 12 22 15 11 1 3.54 5 14 10 3 7 3.17
Style and Design 23 21 9 4 4 3.90 12 17 5 4 1 3.89
Brand Name 21 21 8 9 2 3.81 20 11 2 4 2 4.10
RANKINGS FOR LEATHER PRODUCTS, IN GENERAL
MALE FEMALE
(1) (2) (3) WAR (1) (2) (3) WAR
Popularity 34 25 2 2.52 20 13 6 2.35
Style 29 27 5 2.39 23 14 2 2.53
Availability 21 28 12 2.14 14 17 8 2.15
Fashion ability 26 28 7 2.31 15 16 8 2.17
Lifestyle Fitting 28 22 11 2.27 26 8 5 2.53

31. DATA ANALYSIS IV
(on the basis of profession of the respondents)
KNOWN TO BRAND
SERVICE BUSINESS STUDENT
Yes 16 8 54
No 4 2 16
USE OF LEATHER PRODUCTS
SERVICE BUSINESS STUDENT
Footwear 17 9 59
Garments 6 2 9
Accessories 9 5 25
CONSULTATION
SERVICE BUSINESS STUDENT
Friends and Family 10 2 35
Media 2 0 6
Dealers and Distribution 0 0 0
Your own self 10 8 31
TIME OF PURCHASE OF LEATHER PRODUCTS
SERVICE BUSINESS STUDENT
Occasions 4 2 13
Festivals 2 0 2
Events 1 0 1
Not specific 14 8 55
PURPOSE OF BUTING THE PRODUCT
SERVICE BUSINESS STUDENT
To gift someone 2 1 8
For personal use 18 8 59
Use within peer group
2 2 6
and family
Any other 0 0 0

32. MODE OF PURCHASE
SERVICE BUSINESS STUDENT
Cash 14 7 56
Credit Cards 1 0 0
Both 5 3 14
TIME DURATION OF BUYING THE PRODUCT
SERVICE BUSINESS STUDENT
Less than a month 0 1 4
Monthly 2 1 4
Bi monthly 3 3 9
Six monthly 6 1 29
Yearly 7 3 16
More than a year 2 1 8
RANKINGS FOR TIL PRODUCTS
1. For Service Class
(1) (2) (3) (4) (5) WEIGHTED AVERAGE RANKS
Conformance Quality 9 8 1 1 1 4.15
Performance Quality 6 8 5 0 1 3.90
Price 5 3 5 4 3 3.15
Aestheticness 1 6 8 5 0 3.15
Form 2 4 8 5 1 3.05
Features 3 8 4 3 2 3.35
Durability 5 8 3 4 0 3.70
Reliability 5 9 2 4 0 3.75
Repair ability 2 7 5 3 3 3.10
Style and Design 7 7 4 1 1 3.90
Brand Name 8 6 1 3 2 3.75

33. 2. For Business Class
(1) (2) (3) (4) (5) WEIGHTED AVERAGE RANKS
Conformance Quality 5 3 1 0 1 4.10
Performance Quality 3 5 0 1 1 3.80
Price 0 5 4 1 0 3.40
Aestheticness 1 7 2 0 0 3.90
Form 0 7 1 2 0 3.50
Features 1 6 1 0 2 3.40
Durability 3 3 2 0 2 3.50
Reliability 4 4 2 0 0 4.20
Repair ability 2 4 2 1 1 3.50
Style and Design 3 3 3 1 0 3.80
Brand Name 6 3 0 1 0 4.40
3. For Students
(1) (2) (3) (4) (5) WEIGHTED AVERAGE RANKS
Conformance Quality 22 26 16 5 1 3.90
Performance Quality 27 20 9 11 3 3.81
Price 8 30 21 8 3 3.45
Aestheticness 10 15 24 16 5 3.12
Form 8 22 27 10 3 3.31
Features 12 27 21 6 4 3.52
Durability 26 25 9 6 4 3.90
Reliability 26 28 7 7 2 3.98
Repair ability 13 25 18 9 5 3.45
Style and Design 26 26 8 6 4 3.91
Brand Name 29 20 10 9 2 3.92
RANKING FOR LEATHER PRODUCTS, IN GENERAL
1. For Service Class
(1) (2) (3) WEIGHTED AVERAGE RANKS
Popularity 10 8 2 2.40
Style 11 7 2 2.45
Availability 6 9 5 2.05
Fashion ability 10 8 2 2.40
Lifestyle Fitting 10 8 2 2.40

34. 2. For Business Class
(1) (2) (3) WEIGHTED AVERAGE RANKS
Popularity 6 4 0 2.60
Style 6 4 0 2.60
Availability 3 3 4 1.90
Fashion ability 6 3 1 2.50
Lifestyle Fitting 7 2 1 2.60
3. For Students
(1) (2) (3) WEIGHTED AVERAGE RANKS
Popularity 38 26 6 2.45
Style 35 30 5 2.42
Availability 26 33 11 2.21
Fashion ability 26 32 12 2.20
Lifestyle Fitting 35 22 13 2.31

35. DATA ANALYSIS V
(on the basis of salary group of respondents)
KNOWN TO BRAND
0-5000 5001-15000 15001 AND ABOVE
Yes 52 18 8
No 17 3 2
USE OF LEATHER PRODUCTS
0-5000 5001-15000 15001 AND ABOVE
Footwear 58 18 9
Garments 8 7 2
Accessories 25 8 6
CONSULTATION
0-5000 5001-15000 15001 AND ABOVE
Friends and family 36 0 3
Media 4 0 4
Dealers and Distributors 0 0 0
Your own self 32 13 4
TIME OF PURCHASE OF LEATHER PRODUCTS
0-5000 5001-15000 15001 AND ABOVE
Occasions 14 4 1
Festivals 2 1 1
Events 1 1 0
Not specific 53 16 8
PURPOSE OF BUYING THE PRODUCT
0-5000 5001-15000 15001 AND ABOVE
To gift someone 9 1 1
For personal use 57 19 9
Use within peer group
7 2 1
and family
Any other 0 0 0

36. MODE OF PURCHASE
0-5000 5001-15000 15001 AND ABOVE
Cash 54 17 6
Credit Cards 0 1 0
Both 15 3 4
TIME DURATION OF BUYING THE PRODUCT
0-5000 5001-15000 15001 AND ABOVE
Less than a month 3 1 1
Monthly 4 1 2
Bi monthly 8 5 2
Six monthly 28 6 2
Yearly 18 6 2
More than a year 8 2 1
RANKINGS FOR TIL PRODUCTS
1. For salary group: 0-5000
(1) (2)(3) (4) (5) WEIGHTED AVERAGE RANKS
Conformance Quality 23 25 15 5 1 3.92
Performance Quality 25 20 10 11 3 3.76
Price 7 30 21 7 4 3.42
Aestheticness 11 15 24 14 5 3.18
Form 7 20 29 9 4 3.24
Features 12 25 21 7 4 3.49
Durability 25 24 12 4 4 3.89
Reliability 27 26 8 6 2 4.01
Repair ability 11 25 18 10 5 3.39
Style and Design 23 26 9 6 5 3.81
Brand Name 28 18 10 11 2 3.85

37. 2. For salary group: 5001-15000
(1) (2) (3) (4) (5) WEIGHTED AVERAGE RANKS
Conformance Quality 9 9 2 0 1 4.19
Performance Quality 10 7 3 0 1 4.19
Price 5 5 5 5 1 3.38
Aestheticness 1 10 6 3 1 3.33
Form 3 8 6 4 0 3.47
Features 4 11 3 1 2 3.66
Durability 7 9 2 3 0 3.95
Reliability 5 12 2 2 0 3.95
Repair ability 3 7 5 3 3 3.19
Style and Design 8 7 4 2 0 4.00
Brand Name 9 8 1 1 0 4.00
3. For salary group: 15001 and above
(1) (2) (3) (4) (5) WEIGHTED AVERAGE RANKS
Conformance Quality 4 3 1 1 1 3.80
Performance Quality 1 6 1 1 1 3.50
Price 1 3 4 1 1 3.20
Aestheticness 1 3 3 3 0 3.20
Form 1 5 1 3 0 3.40
Features 1 5 2 0 2 3.30
Durability 3 3 0 2 2 3.30
Reliability 4 3 1 2 0 3.90
Repair ability 3 4 2 1 0 3.90
Style and Design 5 3 2 0 0 4.30
Brand Name 6 3 0 0 0 4.40
RANKING FOR LEATHER PRODUCTS, IN GENERAL
1. For salary group: 0-5000
(1) (2) (3) WEIGHTED AVERAGE RANKS
Popularity 36 27 6 2.43
Style 35 29 5 2.43
Availability 25 33 11 2.20
Fashion ability 26 31 12 2.20
Lifestyle Fitting 32 23 14 2.26

38. 2. For salary group: 5001-15000
(1) (2) (3) WEIGHTED AVERAGE RANKS
Popularity 10 10 1 2.42
Style 9 11 1 2.382.
Availability 6 7 8 1.90
Fashion ability 8 10 3 2.23
Lifestyle Fitting 12 8 1 2.52
3. For salary group: 15001 and above
(1) (2) (3) WEIGHTED AVERAGE RANKS
Popularity 8 1 1 2.70
Style 8 1 1 2.70
Availability 4 5 1 2.30
Fashion ability 7 3 0 2.70
Lifestyle Fitting 8 1 1 2.70

39. CONCLUSION
From the data analysis on different demographic parameters, following conclusions can be
drawn:
ON THE BASIS OF COMPLETE SAMPLE SIZE TAKEN OF 100
RESPONDENTS
Maximum users of the leather products belongs to
Age group of 15 to 25 71%
Male Category 61%
Student 70%
Salary Group of 0 to 5000 69%
78% respondents were known to brand and 22% don‘t know any of the brands of any
leather.
Use of Leather products
Footwear 85%
Garments 17%
Leather goods and Accessories 39%
49% won‘t consult anybody while buying the product and 47% consult their friends and
family for buying the product. Rest 8% is influenced by the media for buying the product.
Time of Purchase
Anytime 77%
At time of special occasion 19%
At time of festival 4%
At different events 2%
Purpose of buying
For personal use 85%
To gift someone 11%
For using within peer group and family 10%

40. Mode of purchase
In Cash 77%
Using Credit Cards 1%
Either using Credit cards or in cash 22%
Time duration of buying the leather products
Within a month 5%
Monthly 7%
Bi monthly 15%
Six monthly 36%
Yearly 26%
More than a year 11%
On the basis of weighted average ranks calculated for different features of leather
products of TIL, it can be inferred that the respondents or consumers of leather products
gives the priority to its features in the following order:
1. Reliability
2. Conformance Quality and Brand Name
3. Durability
4. Performance Quality
5. Style and design
6. Variety
7. Reparability
8. Price
9. Form
10. Aestheticness
On the basis of weighted average ranks calculated for different features of leather
products ( as a whole), it can be inferred that the respondents or consumers of leather
products gives the priority to its features in the following order:
1. Popularity
2. Style
3. Lifestyle Fitting
4. Fashion ability
5. Availability

41. ON THE BASIS OF AGE GROUP TO WHICH THE
RESPONDENTS BELONGS TO
FOR AGE GROUP OF 15 – 25
78.87 % were known to brand.
83.09 % uses leather footwear, 19.71 % uses leather garments, and 35.21 % uses leather
accessories.
46.47 % were influenced by friends and family, 7.04 % by media, and 47.88 % are not
influenced by anyone and take decisions on own self.
16.90 % buys at time of occasions, 4.22 % on festivals, 2. 81 % on events and 54 % buys
the product anytime throughout the year.
12.67 % buys the product to gift someone, 81.69 % buys it for personal use, and 12.67 %
buys for using within peer group and family members.
77.46 % buys in cash and 22.53 % using either credit cards or in cash.
38 % buys the product within six months.
FOR AGE GROUP OF 25 – 35
76.47 % were known to brand.
88.23 % uses leather footwear, 5.88 % uses leather garments, and 47.05 % uses leather
accessories.
47.05 % were influenced by friends and family, 17.64 % by media, and 52.94 % are not
influenced by anyone and take decisions on own self.
23.52 % buys at time of occasions, 5.88 % on festivals, and 70.58 % buys the product
anytime throughout the year.
11.76 % buys the product to gift someone, and 94.11 % buys it for personal use.
70.58 % buys in cash and 5 % using either credit cards or in cash.
35.29 % buys the product within six months.

42. FOR AGE GROUP OF 35 – 50
57.14 % were known to brand.
85.71 % uses leather footwear, 28.57 % uses leather garments, and 42.85 % uses leather
accessories.
42.85 % were influenced by friends and family, and 57.14 % are not influenced by
anyone and take decisions on own self.
28.57 % buys at time of occasions, and 100 % buys the product anytime throughout the
year.
85.71 % buys it for personal use, and 14.28 % buys for using within peer group and
family members.
85.71 % buys in cash and 14.28 % using either credit cards or in cash.
28.57 % buys the product within six months.
FOR AGE GROUP OF 50 AND ABOVE
100 % were known to brand.
100 % uses leather footwear and 60 % uses leather accessories.
60 % were influenced by friends and family, and 40 % are not influenced by anyone and
take decisions on own self.
20 % buys at time of occasions, 80 % buys the product anytime throughout the year.
100 % buys it for personal use.
80 % buys in cash and 20 % using either credit cards or in cash.
80 % buys the product within a year.

43. PRIOROTY LIST OF FEATURES OF TIL PRODUCT FOR DIFFERENT AGE
GROUPS ARE
0 – 25 25 – 35 35 – 50 50 And Above
Performance Quality,
Reliability Performance Quality Reliability Repair ability,
Brand Name
Form,
Brand Name Conformance Quality Conformance Quality Durability,
Style and Design
Reliability, Performance Quality,
Durability Conformance Quality
Brand Name Aestheticness
Conformance Quality,
Style and Design Style and Design Aestheticness
Style and Design
Performance Quality Price Brand Name
Durability, Form,
Variety
Repair ability Durability Price,
Repair ability Aestheticness Variety Variety,
Price Price Reliability
Form,
Form
Variety Repair ability
Aestheticness
PRIOROTY LIST OF FEATURES OF TIL PRODUCT FOR DIFFERENT AGE
GROUPS ARE
0 – 25 25 – 35 35 – 50 50 And Above
Style,
Style Popularity Popularity
Fashion ability
Fashion ability,
Popularity Lifestyle Fitting Popularity
Lifestyle Fitting
Life Style Fitting Style Style Lifestyle Fitting
Availability Availability,
Availability Availability
Fashion ability Fashion ability

44. ON THE BASIS OF GENDER OF THE RESPONDENTS
FOR MALES
83.60 % were known to brand.
91.80 % uses leather footwear, 16.39 % uses leather garments, and 31.14 % uses leather
accessories.
52.45 % were influenced by friends and family, 8.19 % by media, and 45.90 % are not
influenced by anyone and take decisions on own self.
13.11 % buys at time of occasions, 1.63 % on festivals, 1.63 % on events, and 85.24 %
buys the product anytime throughout the year.
6.55 % buys the product to gift someone, 90.16 % buys it for personal use, and 11.47 %
buys for using within peer group and family members.
77.04 % buys in cash, 1.63 % buys in credit cards, and 21.31 % using either credit cards
or in cash.
40.98 % buys the product within six months.
FOR FEMALES
69.23 % were known to brand.
74.35 % uses leather footwear, 17.94 % uses leather garments, and 51.28 % uses leather
accessories.
38.46 % were influenced by friends and family, 5.12 % by media, and 53.89 % are not
influenced by anyone and take decisions on own self.
28.20 % buys at time of occasions, 7.69 % on festivals, 2.56 % on special or sponsored
events, and 64.10 % buys the product anytime throughout the year.
17.94 % buys the product to gift someone, 76.92 % buys it for personal use, and 7.69 %
buys it for using within peer group and family members.
76.92 % buys in cash and 23.07 % using either credit cards or in cash.
28.20 % buys the product within a year.

45. PRIORITY LIST OF FEATURES OF TIL PRODUCTS FOR DIFFERENT GENDERS
ARE
MALE FEMALE
Conformance Quality Reliability
Performance Quality,
Brand Name
Style and Design
Reliability Durability
Brand Name Style and Design
Durability Conformance Quality
Repair ability Performance Quality
Variety Variety
Price Price
Form Aestheticness
Form
Aestheticness
Repair ability
PRIORITY LIST OF FEATURES OF LEATHER PRODUCTS, IN GENERAL ARE
MALE FEMALE
Style,
Popularity
Lifestyle Fitting
Style Popularity
Fashion ability Fashion ability
Lifestyle Fitting
Availability
Availability

46. ON THE BASIS OF OCCUPATION OR PROFESSION OF THE
RESPONDENTS BELONGS TO
FOR SERVICE CLASS
80 % were known to brand.
85 % uses leather footwear, 30 % uses leather garments, and 45 % uses leather
accessories.
50 % were influenced by friends and family, 10 % by media, and 50 % are not influenced
by anyone and take decisions on own self.
20 % buys at time of occasions, 10 % on festivals, 5 % on events, and 70 % buys the
product anytime throughout the year.
10 % buys the product to gift someone, 90 % buys it for personal use, and 10 % buys for
using within peer group and family members.
70 % buys in cash, 5 % buys using credit cards, and 25 % using either credit cards or in
cash.
35 % buys the product within a year.
FOR BUSINESS CLASS
80 % were known to brand.
90 % uses leather footwear, 20 % uses leather garments, and 50 % uses leather
accessories.
20 % were influenced by friends and family, and 80 % are not influenced by anyone and
take decisions on own self.
20 % buys at time of occasions, and 80 % buy the product anytime throughout the year.
10 % buys the product to gift someone, 80 % buys it for personal use, and 20 % buys it
for using within peer group and family members.
70 % buys in cash and 30 % using either credit cards or in cash.
30 % buys the product within a year.

47. FOR STUDENTS
77.14 % were known to brand.
84.28 % uses leather footwear, 12.85 % uses leather garments, and 35.71 % uses leather
accessories.
50 % were influenced by friends and family, 8.57 % by media, and 44.28 % are not
influenced by anyone and take decisions on own self.
18.57 % buys at time of occasions, 2.85 % buys at time of festivals, 1.42 % buys from
dealers and distributors, and 78.57 % buys the product anytime throughout the year.
11.42 % buys the product to gift someone, 84.28 % buys it for personal use, and 8.57 %
buys it for using within peer group and family members.
80 % buys in cash and 20 % using either credit cards or in cash.
41.42 % buys the product within six months.
PRIORITY LIST OF FEATURES OF TIL PRODUCTS FOR DIFFERENT
OCCUPATION OR PROFESSION ARE
SERVICE BUSINESS STUDENT
Conformance Quality Brand Name Reliability
Performance Quality,
Reliability Brand Name
Style and Design
Reliability,
Conformance Quality Style and Design
Brand Name
Conformance Quality,
Durability Aestheticness
Durability
Style and Design,
Variety Performance Quality
Performance Quality
Repair ability,
Price,
Form, Variety
Aestheticness
Durability
Price,
Repair ability
Price, Repair ability
Variety Form
Form
Aestheticness

48. PRIORITY LIST OF FEATURES OF LEATHER PRODUCTS, IN GENERAL, ARE
SERVICE BUSINESS STUDENT
Style,
Style Popularity, Popularity
Lifestyle Fitting
Popularity,
Fashion ability Style
Lifestyle Fitting
Fashion ability Lifestyle Fitting
Availability Availability
Availability
Fashion ability

49. ON THE BASIS OF SALARY OF THE RESPONDENTS
FOR SALARY GROUP OF 0 - 5000
75.36 % were known to brand.
84.05 % uses leather footwear, 11.59 % uses leather garments, and 36.23 % uses leather
accessories.
52.17 % were influenced by friends and family, 5.79 % by media, and 46.37 % are not
influenced by anyone and take decisions on own self.
20.28 % buys at time of occasions, 2.89% on festivals, 1.44 % on events, and 76.81 %
buys the product anytime throughout the year.
13.04 % buys the product to gift someone, 82.60 % buys it for personal use, and 10.14 %
buys for using within peer group and family members.
78.26 % buys in cash and 21.73 % using either credit cards or in cash.
40.57 % buys the product within six months.
FOR SALARY GROUP OF 5001 - 15001
85.71 % were known to brand.
85.71 % uses leather footwear, 33.33 % uses leather garments, and 38.09 % uses leather
accessories.
38.09 % were influenced by friends and family, and 61.90 % are not influenced by
anyone and take decisions on own self.
19.04 % buys at time of occasions, 4.76 % buy at time of festivals, 4.76 % buys at time of
events, and 76.19 % buys the product anytime throughout the year.
4.76 % buys the product to gift someone, 90.47 % buys it for personal use, and 9.52 %
buys it for using within peer group and family members.
80.95 % buys in cash 4.76 % buys using credit cards, and 14.28 % using either credit
cards or in cash.
28.57 % buys the product within a year.

50. FOR SALARY GROUP OF 15001 AND ABOVE
80 % were known to brand.
90 % uses leather footwear, 20 % uses leather garments, and 60 % uses leather
accessories.
30 % were influenced by friends and family, 40 % by media, and 40 % are not influenced
by anyone and take decisions on own self.
10 % buys at time of occasions, 80 % buys at time of festivals, and 80 % buys the
product anytime throughout the year.
10 % buys it for personal use, and 90 % buys it for using within peer group and family
members.
60 % buys in cash and 40 % using either credit cards or in cash.
20 % buys the product within a year.
PRIORITY LIST OF FEATURES OF TIL PRODUCTS FOR DIFFERENT AGE
GROUPS ARE
0 – 5000 5001 - 15001 15001 AND ABOVE
Conformance Quality
Reliability Brand Name
Performance Quality
Style and Design
Conformance Quality Style and Design
Brand Name
Durability Reliability
Durability
Reliability Repair ability
Brand Name Variety Conformance Quality
Style and Design Form Performance Quality
Performance Quality Price Form
Variety Aestheticness Variety
Durability
Price
Repair ability Repair ability Aestheticness
Form Price
Aestheticness

51. PRIORITY LIST OF FEATURES OF LEATHER PRODUCTS, IN GENERAL, ARE
0 – 5000 5001 - 15001 15001 AND ABOVE
Popularity
Popularity Style
Lifestyle Fitting
Style Lifestyle Fitting
Fashion ability
Lifestyle Fitting Popularity
Style
Availability Availability
Fashion ability
Fashion ability
Availability

52. SUGGESTIONS AND RECOMMENDATIONS
Considering the results of Ques. 9, it is recommended that
ON THE BASIS OF COMPLETE SAMPLE TAKEN (100 RESPONDENTS)
As Reliability, Conformance (or Performance) Quality, and Brand Name offered by the
company‘s products are the most important attribute desired by the people, the company should
concentrates on the same.
ON THE BASIS OF AGE GROUP OF THE RESPONDENTS
For the different age groups, the company should concentrate on the following features of its
products
15 – 25 Reliability
25 – 35 Performance Quality
35 – 50 Reliability
Brand Name,
50 and above Repair ability, and
Performance Quality
ON THE BASIS OF RESPONDENTS
For the males and females, the company should concentrate on the following features of its
products
Male Conformance Quality
Female Reliability
ON THE BASIS OF OCCUPATION OF RESPONDENTS
For the different profession of the respondents, the company should concentrate on the following
Service Conformance Quality
Business Brand Name
Student Reliability

53. ON THE BASIS OF SALARY OF THE RESPONDENTS
For the different salary groups, the company should concentrate on the following
0 – 5000 Reliability
Conformance Quality
5001 – 15000
Performance Quality
15000 and above Brand Name

54. LIMITATIONS
1. The size of sample being small will affect the results obtained
2. The questionnaires thus filled were not properly filled to editing part becomes a major
part of the analysis.
3. Since it is a self report study, there is a possibility of social desirability bias.
4. Statistical tools thus applied are tried to be done with perfection but may be affected
by slight calculative errors.
5. It was a time bounded project.
6. The respondents were not cooperative well enough to meet the requirements of this
project.
7. There are two questions in the questionnaire (Ques. 9 and 12) to be rated in a relative
order, which could be difficult task and will not help to obtain the results on account
of its enormity.
8. The consumer attitude is rather long and complex subject and hence presented a
difficulty for the respondents.

55. THE QUESTIONNAIRE
Dear Respondent, this Major Research Project is a part of curriculum of MBA. Hence, I need
your support in answering the question:
PERSONAL DATA
NAME: ------------------------------------------------------------------
AGE: (a) 15 – 25 (b) 25 – 35 (c) 35 – 50 (d) 50 and above
GENDER: (a) Male (b) Female
OCCUPATION: (a) Service (b) Business (c) Student
SALARY: (a) 0 – 5000 (b) 5001 - 15000 (c) 15000 and above
Q1. When we talk about the leather product, does any brand come in your mind?
(a) Yes
(b) No
Q2. Which leather product do you use?
(a) Footwear
(b) Garments
(c) Accessories
Q3. Whom would you consult while making your decision about buying or changing your brand
of leather products?
(a) Friends or Family
(b) Media
(c) Dealers / Distributors
(d) Your own self
Q4. Which time you generally purchase the leather product?
(a) Occasions
(b) Festivals
(c) Special / Sponsored Events
(d) Not specific

56. Q5. Your purpose of buying the leather product is
(a) Gift to someone
(b) For personal use
(c) For using within peer group and family members
(d) Any other (specify) -----------------------------------
Q6. Your budget (in terms of Rupees) while changing or buying the brand?
Your price range -------------------------------------------
Q7. How would you like to purchase leather product?
(a) Cash
(b) Credit cards
(c) Both
Q8. On which time duration would you buy the leather products?
(a) Less than a month
(b) Monthly
(c) Bi monthly
(d) Six monthly
(e) Yearly
(f) More than a year
Q9. Please rank the following items using the following hints:
Strongly Satisfied 1
Satisfied 2
Neutral 3
Dissatisfied 4
Strongly Dissatisfied 5
S. No. ITEM (5) (4) (3) (2) (1)
1 Conformance Quality
2 Performance Quality
3 Price
4 Aestheticness
5 Form
6 Feature
7 Durability
8 Reliability
9 Repair ability
10 Style and Design
11 Brand Name

57. Q10. What does you like best in the leather products of Tata International Ltd.?
From the above items ---------------------------------------
If any other, specify -----------------------------------------
Q11. (If Ques. 10 is answered ―if any other, specify‖) Your satisfaction level about the product is
(a) Strongly Satisfied
(b) Satisfied
(c) Dissatisfied
(d) Strongly dissatisfied
Q12. Rate the parameters on the 3-point scale (1 – High; 2 – Average; 3 - Low)
Popularity
Style
Availability
Fashion ability
Lifestyle Fitting
Thanks for giving your support.
Signature

58. BIBLIOGRAPHY
REFERENCES (FOR CONSUMER ATTITUDE)
Leon G. Schiffmann, and Lustic Lazar Kanuk
Consumer Behavior
Prentice Hall, 6th Edition, 1995
William L. Wilkie
Consumer Behavior
John Wiley and Sons, New York, 3rd Edition, 1994
Jagdish F. Engel, Roger D. Blackwell, and Paul W. Miniard
Consumer Behavior
Dryden Press, Chicago, 6th Edition, 1990
David L. Loudon, and Albert J. Della Bitta
Consumer Behavior
McGraw Hill, 4th Edition, 1993
Suja R. Nair
Consumer Behavior
New Delhi, Himalaya Publishing House, 1st Edition, 2001
WEBSITES (FOR COMPANY AND INDUSTRY)
www.tatainternational.com
www.yahoo.co.in
www.rediff.co.in