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Market Position & Penetration Of Readymade Garments In Lucknow City.

Submitted as a partial fulfillment of the requirement for the award of Master of Business Administration Affiliated to Uttar Pradesh Technical University (SESSION 2005-07)

Submitted to: Submitted By:Prof. Surjeet Victor Pandey

Amit Kumar M.B.A. (IV Sem.)

SHERWOOD COLLEGE OF MANAGEMENT Sector 25, Indira Nagar, LUCKNOW.

ACKNOWLEDGEMENT

I shall be failing in my duty if I do not thank all those great personalities who have helped me in successful completion of this Research Report. Grateful appreciation is offered to all of them on my behalf. The topic for the Research project Market position and penetration of readymade garments , was highly motivating and inspiring to me. I acknowledge the help and encouragement received from my Research Head, Mr. Surjeet Victor who in spite of his busy schedule dedicated me with his invaluable suggestions from time to time and helped me in successful completion of work and for providing me the wonderful and stimulating environment to work in. I am sincerely indebted to all my Teachers and associated staff. I express my deep gratitude to them for their kind and unending guidance, right with the basic information regarding the preparation of Research project and the report. I also thank the management of the Library of Sherwood College of Management, Lucknow for making their reference books available and providing facilities necessary in completing this Research project

AMIT KUMAR PANDEY

PREFACE
The readymade garment industry has undergone drastic changes since the era of liberalization has begun. Since 1990's many new redymade garmnts came into existence and there has been classification of brands of readymade garment such as Raymond, koutons, Lee, Levies, Peter England, Provouge, Black Berry, Wranglar so on .In this competitive era, various brands re racing to gain position in the markets. Different brands are coming with different innovative ideas, different seasons, different texture etc. to gain competitive advantage in Indian market. The research report throws light on position and penetration of readymade garment and the reasons for preferring the particular brand. The various players in market are Raymond, Peter Englan, Levies, Reid &Tailor, Koutons, Lee and so on. These brands have been categorized into season, texture & age. The research report provides an insight into consumer behavior & consumer learning and the market position of various brands. This report will prove highly beneficial to study the market position and penetration of different readymade brands in Indian market.

CONTENT
Executive Summary

Chapter 1

Introduction General Introduction

Chapter 2 Chapter 3

Literature Review Research Methodology Objective

General Specific

Hypothesis

Chapter 4

Data Analysis and interpretation Limitation

Chapter 5

Conclusion Recommendation Bibliography Annexure

EXECUTIVE SUMMARY
This presentation is an outcome of my work. I have done my research project at Readymade garments in Lucknow. I was guided to work on the topic "Market position and penetration of readymade garments in Lucknow city". I have done my research project according to my topic in which I set an specific objective, made sampling, collection data, setting the specific objective, prepare interpretation then ultimately I reached to a specific finding, recommendation and conclusion With the topic "Market position and penetration of readymade garments in Lucknow city" my objective is that to find out actual perception pattern. Prepare a questionnaire & get it filled by the consumers of garments so that I can gather the information about the readymade garments in the market and effectiveness of its society and to find out some relevant information about my topic. I went to the consumer and get the information about the topic. I have tried to find out the future of readymade garments. and consumer perception about the readymade garments in the Lucknow city. I have started the work in following

I have used questionnaire, personal interview and observation for collecting data.

INTRODUCTION
THIS TIME last year, the readymade garments industry was clothed in hype. Magazines and newspapers heralded a new era for the textile sector, led by the ready-to-wear clothing. Friday dressing took the metros by storm. Was the hype and hooplah justified? Is an annual growth rate of 15 per cent possible, or was last year's achievement a one-off event? Meanwhile, consider the market's view of the premier stocks in the segment: While 2000-01 was not as eventful as 1999-2000 for the readymade garments industry, from the financial angle, companies reported decent performances. Despite this showing, share prices plummeted. For example, Zodiac Clothing's share price practically halved since January and Raymond's has fallen to Rs 75 from Rs 125 in January 2001. New brands are hitting the stores everyday, but the moot question is which will survive and how? Will the industry be able to take the knock the economic slowdown is sure to deliver? The next year or so may be difficult but recovery beyond that point will depend on consumer response. Export revenues and growth may also be affected in the next year or so before recovering. Readymade garment is a part of the textile industry that consists of fabrics, made-ups, yarn, thread, fibre, woolen textiles, silk textiles and readymade garments. Readymade garments account for about half of India's textile exports. The global apparel industry is among the most advanced, and yet the

most fragmented of all retail sectors. The global market is estimated at $183 billion, much of it in the US. The structure of the readymade garment industry is complex as much as it is diverse. It is highly fragmented and a large part of it is unorganised. The two markets, domestic and international, have their own issues. The products are poorly classified and the distribution systems ill-defined, making strategies and data difficult to evaluate. The export market growth is now slowing. India's share of the global market is a measly 3 per cent. India's combined textile exports grew 5.6 per cent, from $106,54 million (Rs 44,821.37 crore) in 1998-99 to $112,60 million (Rs 48,811 crore) in 1999-2000. The latest figures do not indicate a rosy export scenario. Garments exports in April-August 2001-02 rose marginally by 2.81 per cent in terms of quantity but decreased 7.31 per cent in value terms, pointing to lower realisations. Exports amounted to 417.6 million pieces valued at $1,545.2 million in the first five months this fiscal. Market sources expect the trend to continue for the rest of the year. While the 15 per cent growth rate seems reasonable for the domestic market, the National Textile Policy's plans of raising exports from $5 billion to $25 billion in 2010 are ambitious. The readymade segment grew 7.7 per cent to $5,524.5 million (Rs 23,983 crore) in 1999-2000 from the year before. While there has been a remarkable growth in value terms, the growth rate has declined steadily. For instance, while exports have been on the increase, the rate of growth year-on- year has fallen. From a

growth rate of 20 per cent in 1992- 93, it fell to 1.04 per cent in 199899. India's textile export performance has been stagnating mainly due to unfavourable policy. Until recently companies in India were not able to source the fabric required to export to the sophisticated international markets, requiring a variety of fabrics and designs. Indian infrastructure is mainly attuned to for cotton casuals that cater to a very small percentage of the international market. Heavy investment in technology was also not viable as the readymade garments sector was reserved for the small-scale sector which did not have adequate resources. Now, after de-reservation, the potential can be realised. Investments will allow big companies such as Raymond Apparel, Zodiac, and Pantaloon to expand operations and achieve economies of scale. It is evident that near-term prospects for the export market are shaky because of the global slowdown. The long run depends on how companies use their resources to invest in technology. The major problem with the Indian market is its size. It is also the main reason why it has so much potential. It is being dubbed the second largest retail opportunity for retailers. However, the exact size of the market in value terms is not known. This is because it is highly fragmented and disorganised, and the data available can only be considered an estimate. According to research by McKinsey, the domestic clothing market is estimated at Rs 87,000 crore, 22 per cent of which is made up by readymade garments. Of the 22 per cent, 20 per cent belongs to the

branded apparel market. This means that in a market worth Rs 20,000 crore, only Rs 4,000 crore is catered to by branded apparel. So there is still a Rs 16,000 crore market to be tapped. One of the major issues facing the market is that there are not enough good players that can translate into higher quality garments. Competition will also engender innovation and research -- now sadly lacking in the industry. Another drawback for the smaller players is that a newcomer may find it has no place to showcase its product. Stores are coming up, but slowly and offer homogeneous products. Differentiation is required. So while small players can respond to changing trends faster than bigger players, the latter are able to leverage their size to put up individual showrooms. The major raw material for readymade garments is obviously the fabric. Perhaps the biggest change will be the World Trade Organisation agreement that will allow import of all kinds of

sophisticated fabric into the country. This will provide variety and competition, consequently lowering fabric prices. The increasing availability of fabric has already started making it cheaper. The flip side is that once all kinds of fabric flood the market, tailoring might also become a viable option. Therefore, it is up to the readymade garments manufacturers to offer cut-and-fit superior to what a tailor can offer at marginally higher prices. The future potential of the readymade garments market lies in companies trying to change consumer perception and help them make a transition from tailor-made clothes to ready-to-wear clothing. This

requires investment in infrastructure to increase quality and design and also advertising -- brand management. The Budget was a mixed one for the industry. The 2000 Budget lifted the reservation of the readymade garments sector. This was important because it will allow bigger players to achieve the economies of scale crucial to competing efficiently in the international market. But in line with that move in 2000, the 2001 Budget removed exemption of duty on readymade garments sold under a registered name. The duty was set at 16 per cent. Though the stock prices were the first casualties, they soon stabilised. The effects on margins, on the other hand, have been mixed. Since the effect was felt only for the first quarter, the margins in the first quarter fell significantly for some companies, while it was the opposite for the others. For instance, Indian Rayon saw operating margins fall to 14.80 per cent in the first quarter ended June 2001 from 15.25 per cent in the corresponding previous period, but the margins of the readymade garments division were up. Zodiac's margins fell to 10.13 per cent for the first quarter of 2001-02 from 16.78 per cent the previous year. In such a competitive environment, companies will not be able to pass on costs to customers but will have to absorb it. The problem is the stock market's perception of the industry. The readymade garment sector needs to disassociate itself from spinning and weaving.

This is important. While the potential to grow is immense, companies have to realise that consumers are knowledgeable and a fancy name alone is not enough. Until the market perception of the textile industry changes or the companies promote a different image, returns will not materialise from an investment perspective regardless of the market's potential to grow.

GENERAL INTRODUCTION

LIVING OF LUCKNOW
Situated on the banks of River Gomti, Lucknow, the city of Nawabs is famous allover the world for its etiquettes and Tehzeeb or the graceful and polite behavior. The origin of the city can be traced back to the period of Suryavanshi dynasty of Ayodhya. The city owes its name to Lakshmana, the brother of Lord Rama. Famous for its lovely monuments, architecture, dance and handicrafts, Lucknow, the capital of Uttar Pradesh, is today one of the growing metropolitan cities of India. Known for its Urdu poetry or Shayari, the city offers its travelers a perfect blend of its glorious past and the modern present This romantic city of Nawabs flowered under the rule of Saadat Khan, the founder of Nawab Wazirs dynasty, in the early 18th century. It soon became an important cultural and political center of Northern India. In 1755, Asaf-udDaula, the fourth Nawab, transferred the capital of Avadh from Faizabad to Lucknow. During this period, the city gained prominence in the field of poetry, music, and dance. A romantic and courtly culture evolved in that period, which became the identity of the city later. The lavish and royal and yet graceful lifestyle of the city sets the city apart from other cities of its time.

The lovely monuments of the city compel the tourists to feel and relive the elegant lifestyle of the Nawabs. Among them is the famous the Bada Imambada or Asafi Imambada. Built by Nawab Asaf-ud-Daula in 1784 to accommodate the famine-stricken people, the hall of the structure towers 162 feet long, 53 feet broad, making it one of the largest apartments of its kind. It is very easy to get lost in the labyrinths of the building. In the vicinity of the building lie a majestic mosque and a huge well. The Hussainabad or Chota Imambada, built by Nawab

Muhammad Ali Shah in 1839 is another marvel building of its time. It is the burial place of the Nawab. On either side of the courtyards stand a miniature version of the Taj Mahal. In one of them lies buried Zinat Asuja, the daughter of Muhammad Ali Shah while in the other are preserved the remains of her husband. The Roomi Darwaza, the Jama Masjid, the Hussainabad

Clock Tower, rising to 221 feet, the Residency built in 1800 by Nawab Saadat Ali Khan, the glorious Chattar Manzil, the Kaiser Bagh palaces, built by Wajid Ali Shah and the Dargah of Hazrat Abbas are few beautiful monuments among many reflecting splendid architecture of their time. Lucknow The upcoming METRO is a hallmark of cultural

extravaganza, known all over the world for its many splendours. A city

that has a magical charm, a charm that's forever and a charm that's apart. Be it the cultural charm or the monumental one, all are well conserved here to make Lucknow " The city of many splendours". Walking through the lanes and by-lanes of Chowk and Aminabad one finds Lucknow of yore. The 'tehzib' or mannerism is still prominent and a topic of great appreciation. This is a city that still speaks the language of "aap-janab" and the dictum of "pehle aap" is still a part of everyday life for a true Lakhnawi. - and so natural it is - Aadab or salutation which has its own sophistication and style. Dress forms though have changed noticeably in the span of a century, yet the beauty and charisma of Chikan - the intricate and delicate hand embroidery, still rules the wardrobe. Lucknow is in fact among a few cities that duly understands the grace of the 'dupattas' or the covering cloth. Wisdom, women and wine are the three things truly understood and respected by the Nawabs. Not a thing of condemnation but an institution it was the kothas", where sons of Nawabs were deliberately sent to learn the culture, sophistication and respect for the fairer sex. Muzzafar Ali's unforgettable film "Umrao Jaan" is a depiction of this social institution. Love was found in either Paris or Lucknow-- a proof of this is the lovers lane in the posh modern Hazratganj: these lanes were used as a meeting place for the lonely hearts to escape the monitoring eyes of their parents.

"Kan kauwe bazi" or kite flying was not only a pastime but the means of sending love letters to the beloved, "kal shaam kothe pe aana, hum intezaar kareinge tumhara"-- Tomorrow in the evening come to the terrace, I'll wait for you. Such words were written on the patang or the kite and the kite was flown and dropped on the beloved's terrace. A story goes that once a Chhote Nawab did this with his beloved and instead of the beloved getting the letter her mother found it and the love bug bit her, assuming that the Bade Nawab has done this sweet and naughty thing, she reciprocated in the same manner writing "Intezaar tumhara hi to tha humein, umra bhar rahein takte rahe, der lagee aane mein tumko, shukr hai phir bhi aaye to"-- I was waiting for this all my life, you came late yet now you have come. Thus started the love between the Bade Nawab and the Badi Begum which ended up in their marriage and left the real ones to repent. Today in Lucknow many things may have impurities but preparations like those of Tunde-ke-kabab, Rahim-ke-kulche nihari, Bismillah-kibiryani, Radhey-ki malai gilori and lassi, Raja-ki-thandai ya Sharma-kichaat have held their heads high due to purity and standards maintained. Good eateries in Lucknow are often found in the serpentine lanes of old Lucknow. So many of you would have been born in Lucknow like me, but will agree that each day is distinct. The shades of the monuments differ with each sun and moon. You discover and rediscover Lucknow everyday. No one has known Lucknow to the full and will never. That is why : "Jisey Aap Kehtein Hein Lucknow Usey Hum Kehtein Hein Duja Jahan" (The place that you call Lucknow - we call the other world)

CULTURE AND SUB-CULTURE OF LUCKNOW

Lucknow, the 'Golden City of the East', is struggling to retain the old world charm that still exists in the old quarters of the city, close to the Chowk area. Regarded as one of the finest cities of India, Lucknow represents a culture that combines emotional warmth, a high degree of sophistication, courtesy and a love for gracious living. The pehleaap ("after you") culture, popularised as a tagline for the society of Lucknow, is waning; but there still remain people who possess those beautiful qualities. This sublime cultural richness famous as 'Lakhnawi Tehzeeb' blends the cultures of two communities living side by side for centuries, sharing similar interests, speaking their common languages - Hindi and Urdu. Many of the cultural traits and customs peculiar to Lucknow have become living legends today. The credit for this goes to the Nawabs of Awadh, who took keen interest in every walk of life and encouraged them to attain a rare degree of perfection. Old Lucknow's Chowk area is the location where the maximum number of Chikan factories and shops can be found. Apart from clothing, the Chowk area is also famous for its mouth watering sweets like 'Malai Gilauri', 'Badam Halwa' and 'Ras-Malai', as well as the famed 'Chatpati chaat'. Kathak, the classical dance form took shape here. Additionally it is also famous for its perfumes and silver-work. Lucknow is also city of eminent Ghazal Singer Begum Akhtar who was resident of Havelock Road, near Vidhan Sabha. She was the pioneer in Ghazal singing who took this aspect of music to amazing heights. 'Ae Mohabbat Tere anjaam pe rona aaya' is still a music rendition of all times.

Lucknow gave music legends like Naushad Ali, Talat Mehmood and Anup Jalota to the entertainment industry. It was also the birthplace of British pop legend Sir Cliff Richard. Several famous Urdu-Hindi Bollywood movies used Lucknow as their backdrop such as Shashi Kapoor's Junoon, Muzaffar Ali's Umrao Jaan, Satyajit Ray's Shatranj Ke Khiladi, Mere Mehboob, Chaudhvin Ka Chand, Main Meri Patni aur Woh, Gadar-Ek Prem Katha, Saher and many more.

CUSTOMS OF LUCKNOW
Lucknowites are very kind and helpful, Well it's all over India guest are treated as God, but especially in Lucknow people are very soft spoken, so they do not like people talking to them in rude tone and using impolite words. Be respectful
to all and then see the love showered on you. We do not value people with money but with heart, so if you are kind and sweet you are welcomed by all, be it Hindu or Muslim .

Girls cover up. Be

polite.

PREFERENCE AND ATTITUDE TOWARDS

In the last few years, there has been a sea change in Indian men's attitude towards fashion. His wardrobe has had a makeover. Gone are the days of milk white shirts and boring ties. The Indian male is finally treading the domain of haute couture. Colours are no longer a taboo, neither do they shy away from dressing up for festive occasions. First lets trace the evolution:

The Indian Fashion Itinerary Notwithstanding the fashion revolution in the 60s and the 70s, (remember the long hair styles, flared pants and body hugging shirts?) mens fashion has always been in the background. But not any more! Thanks to some wise designers, the celluloid heroes, and of course, the western influence, fashion magazines and designers exclusively for men-cropped-up. The trend started in the 90s with J J Valaiya's intricately embroidered sherwanis in thset the ramp afire. Meanwhile, the sexy transparent shirts by Rohit Bal and Sarbari Dutta's colourful dhoti kurtas made an appearance on the catwalk. Most importantly, when screen icons like Shah Rukh Khan and Akshay Kumar (dressed by Manish Malhotra in Dil To Pagal Hai) started dressing in tight suede shirts, designer jeans, the latest gear from Addidas with an equally daring colour palate, the movie fans followed imagination. What The Top Designers Recommend Sarbari Dutta: Among the fashion designers who brought about the change in Indian men's wardrobe, Sarbari Dutta led the pack. When she first designed coloured dhotis and offbeat kurtas in 1991 many eyebrows were raised. Gradually, however, what started as haute couture on the ramp became all the rage off the catwalk. From the silver screen, the small screen to the common man -the silent revolution of colours and costume unfolded. "I see myself as a revivalist designer," claims Sarbari, "because I have been profoundly influenced by Bengal's traditional couture to begin with. When I suit. Designer Manish Malhotra finally captured the common man's

started designing, the trend in men's fashion was to dress down", says the designer, even at weddings it was the women in their colourful costumes and jewelleries who stood out in stark contrast to the men." But all that has changed today with men showing off tissue dupattas and silk dhotis with equal lan.

COMPANIES

FASHION VS LUCKNOW

The dresses for women might be getting tinier by the day, but the size of their fashion accessories is certainly growing bigger. Seeing their popularity, fashion stores are coming up with oversized fashion accessories which include belts, costume jewellery, bags, goggles and even hats for women. Lucknow Times explores the latest trend. Avers fashion designer Nisha Sagar, "Nowadays oversized handbags and sunglasses are in great demand. Large sunglasses offer a very glamorous look and same is the case with oversized handbags. But there is more to them than just glamour. "In summer, large sunglasses not only protect the eyes , but the cheeks as well. Also, in summer women carry things like sunscreen lotion, scarves, tissues, etc. in addition to the usual stuff in their handbags. And a nice large handbag accommodates almost everything, gives a clean look and makes dowdy-looking plastic bags redundant. Many international brands provide a range of large bags that look chic and smart. Large bags in local brands are also available in many womens clothes and accessory-stores,"-she-adds. Highlighting the advantages further, Kirti Goel, a boutique owner adds, "The most interesting thing is that even the girls who have a thin body frame are going in for oversized bags and sunglasses. Such large accessories are no doubt glamorous, provided that are carried well. Another good thing about them is that they are easy to handle." Right, but whats the inspiration behind such oversized accessories? "A manly look," says fashion designer Neeta Lulla, who adds, "It's a male motivated style. The concept of oversized accessories originates from the corporate sector where women are now playing a major role. They

are smart in terms of carrying themselves as per the corporate culture. Since men's accessories have always been larger than women's, the latter's accessories in the corporate sector eventually started getting larger to get the manly look and fit perfectly in the industry that was earlier male dominated."

So, does that mean oversized accessories have takers only from the corporate world? "Not really," maintains Jasjeet Singh, store manager of a prominent clothes and accessories outlet. "The concept might have come from the corporate sector, but it has evolved considerably. So, apart from working women, even college girls find them quite fashionable and comfortable," he says and adds, "Such accessories are no longer confined to sunglasses and bags or wallets alone There are bracelets, costume jewellery, danglers, etc also available in extra large sizes." No wonder then that young girls are enamoured by them. Says Ritika Bajpai, an MBA student, who loves to flaunt her large sized accessories: "The best thing is that no one can miss noticing them due to their large size, unlike small and delicate accessories that can be overlooked easily. Moreover, they go well with the smart look that one wants on the campus."

SHOPPING AREAS

Apart from shayri (poetry) and mujras(dance performance), the noble city of Lucknow has been famous for cotton textiles and chikenkaari work from the ancient times. Lucknow perfumes are well known in India. There are lavish shopping malls in major shopping areas of Lucknow. The major shopping areas or market are Yayaganj, Aminabad, Kapoorthala, Janpath,Chowk and Hazratganj. There are numerous big and small restaurants and eating handouts around these famous market places. One can get mouthwatering non-veg dishes and enjoy rich delicacies at an affordable price. Lucknow is famous for Biryanis and travelers can get plentiful shops selling this favorite dish. Otherwise Shikawat near Gymkhana Club and Tunde ke kebab in Chowk are two well known shops to the locals.

The two important shopping malls in Lucknow are the Zee Mall (Fun Republic) and the East End Mall (Wave) in Gomti Nagar and Sahara Ganj near Shahnazaf Road, Hazratganj that is visited by more than thousands visitors daily. Aminabad, can be compared to Chandni Chowk in Delhi and is the largest shopping centre of the city daily visited by a huge number of consumers.

The Hazratganj market has a big shopping area where the buildings are of colonial style buildings. Malls like Riverside - Pyramid has lavish shops and showrooms of reputed brands do a good business in Lucknow. A number of multiplexes like PVR , Wave, Sahara Ganj and Fun Cinemas beside or inside the shopping malls of Lucknow offer world class movie watching experience to the visitors. Other shopping centers of Lucknow are Chowk Old Lucknow, Alambagh, Bhootnath and Kapoorthala.

FASHION VS SEX

Like it happens in any developing economy, in India, theres been an apparent growth in aspirations of the people. Today, people aspire to be someone famous. And, to become that someone, theyre willing to pay a premium for quality, design and exclusivity. Be it the contemporary housewife, a sophisticated or the next generation of working class, they all want the best in life. "Today people, in one word, want Glamour. Anything written on celebrity, fashion and social revelry etc. is received with great delight. By giving the readers what they want media whets their appetite for it. Then follows the vicious circle of desiring more and more. So media goes on providing the same. Lets take up growing awareness about fashion among youngsters. Media has given a boost to the fashion industry, to the fashion shows. The fashion industry is at its peak with Indian couture catching the fancy of the fashion gurus all across the globe. Beauty pageants have helped in promoting it. More and more youngsters are getting pulled in by the glamour of lights, camera, grease pint and fame. Young girls are being lured to the show bizz. Almost every young girl wants to be a slim trim, sexy model dancing on ramp, or wants to get a Miss . Crown on her head. Since the last 4-5 years , the whole scenario of beauty paegents and fashion industry has just turned on.

Beauty contests sprout like common weeds today. Every small dance and college wants to organize one and ofcourse everybody wants to participate in it. Well , from an ordinary looking girl to a crowned ideal woman , its a long long process. The body beautiful is carefully crafted in the beauty factory, to be sold at a beauty mela. A successful sale helps it to lure millions of other bodies back to the beauty

industry. Except for a womans height which is non negotiable, everything-else-can-be-altered. And do we really know what is the price of a beauty crown? Sushmita Sen had to have her breasts augmented - artificially shaped to please the judges! Women today are using silicone breast implants their contouring that make men drool. Silicone injections produce the precise lip-chin correction which gives women the sexy pout that sells soft porn glossies. Lipo-suction for fat removal, nose jobs, facelifts, and every possible surgical trick In a way we can say that a girl passing through different surgeries is carved into a new master piece.

Through aggressive advertising the beauty industry has been very successful in convincing women of the Ideal Woman myth. It has made the womans body into a commodity which should meet a standard i.e. of queens. Every woman desires to look beautiful, sensuous and she feels insecure if she does not meet this standard. Perhaps this insecurity persuades women to buy beauty aids with often false claims of "removing wrinkles", "changing skin complexion" or "making one fair". But there is the other side of the woman, the true Indian woman in picture. The Indian woman, who hopes that her husband's longevity is increased by larger dot on her forehead, who has no idea of her rights. She just knows giving and giving. When we talk about fundamental rights of women. what are these? We all know these include every right being a human being should have in a society. And who wouldnt want these rights? These are the fundamental rights that every human being would love to enjoy. Law

is there to protect these rights of women in particular. But after 54 years of Indian independence, the condition of Indian woman is even worsened. Of the 15 million baby girls born in India each year, nearly 25 percent will not live to see their 15th birthday.

The Indian constitution grants women equal rights with men, but strong patriarchal traditions persist even today. In most Indian families, a daughter is viewed as a liability, and she is conditioned to believe that she is inferior and subordinate to men. Sons are idolized and celebrated. May you be the mother of a hundred sons is a common Hindu wedding blessing. The rules laid down by Manu in 200 B.C.: "by a young girl, by a young woman, or even by an aged one, nothing must be done independently, even in her own house". "In childhood a female must be subject to her father, in youth to her husband, when her lord is dead to her sons; a woman must never be independent." On the contrast, the new generation X asks they have the right to drink or smoke in public, right to wear seductive cloths in public, right to take part in beauty contests, right to sleep with anybody she wishes. They should not be interrupted in whatever they do. Should all these include in fundamental rights? Dont you think that these so called new rights only reinforce the 'objectification of women', the feudal-and/or-the-consumerist-culture. Whenever any association opposes the beauty paegents or fashion shows , our Miss Indias and crown girls do talk about feminism and womens rights but has any celebrity model expressed any anguish at the higher rate of infant mortality among girls in rural areas? Did

anyone mention a sharp declining male-female ratio, existing female infanticide and increased selective abortion of the female fetus through sex determination? Did these models even know that every hour a woman is raped and every 10 minutes a crime is committed on a women-somewhere-in-her-country? Hard earned money that could have been spent on nourishing food to bring on a natural healthy look is used for buying artificial blushes and skin nourishers. These artificial aids only worsen the condition if a womans general health is bad. Womens groups and activists are objecting mainly to the commodification of women as sex objects. "Women should be free to decide which beauty products to use. They should not be conditioned by advertising and a beauty contest culture. Indias constitution guarantees free primary school education for both boys and girls up to age 14 but India has the largest population of non-school-going working girls. Foremost is the view that education of girls brings no returns to parents and that their future roles, being mainly reproductive and perhaps including agricultural labor, require no formal education. The "another disincentive for sending daughters to school is a concern for the protection of their virginity. Women work longer hours than men. Still, men report that "women, like children, eat and do nothing. If all activities including maintenance of kitchen gardens and poultry, grinding food grains, collecting water and firewood, etc. are taken into account, then 88 percent of rural housewives and 66 percent of urban housewives can be considered as economically_productive Mothers breast feed their girl babies the reason of feeding for shorter

periods of time reflects the strong desire for sons. If women are particularly anxious to have a male child, they may deliberately try to become pregnant again as soon as possible after a female is born Conversely, women may consciously seek to avoid another pregnancy after the birth of a male child in order to give maximum attention to the new son." A study in Punjab shows that medical expenditures for boys are 2.3 times higher than for girls. Why a woman does so ? obviously-,-to fulfill her patriarchal family wishes.

Male violence against women is a worldwide phenomenon. Although not every woman has experienced it, and many expect not to, fear of violence is an important factor in the lives of most women. In recent years, there has been an alarming rise in atrocities against women in India. Every 26 minutes a woman is molested. Every 34 minutes a rape takes place. Every 42 minutes a sexual harassment incident occurs. Every 43 minutes a woman is kidnapped. And every 93 minutes a woman is burnt to death over dowry. The most extreme expression of the preference for sons is female infanticide and sexselective abortion. Women are kept subordinate, and are even murdered, by the practice of dowry. It is estimated that the average dowry today is equivalent to five times the familys annual income and that the high cost of weddings and dowries is a major cause of indebtedness-among-Indias-poor. There are too many contrasts between the Typical Indian woman and modern outgoing Indian woman. Should we say that womanhood has been divided in between two polarities? Between big dot on forehead and the hair style where vermillion finds no place. The point is not to follow centuries old customs, but to maintain the grace and dignity of

womanhood. To maintain herself in such way, her presence gives a feeling of proud of being a woman, no matter she be in any corner of the_world. We must learn to accept women in all their diversity - tall, short, thin, fat, white or black....Lets try to understand in real terms that "Beauty is not in the body but in the mind." Lets try to improve womens living conditions in real picture.

According to traditional belief, Indian marriages were not really so much for the bride and groom, being more fun occasions for the whole family. And, as the cameras, with their popping flash bulbs focused more on the bride, her bridal finery, her mehndi, the setting, decorations, et al, the poor bridegroom might have felt somewhat left out. But be that as it may been in the past, times seem to be fast changing, and with it the differences between generations past and present become more sharply defined. This is especially-true-for-the-Indian-male. Dressing_up: Decisions, decisions and more decisions, "From having the advantage of clicking on the web, joining a social club, gym, or going to a popular nightspot in search of his life partner... 'To find a wife-to-share-his-life'! The new Indian male can now also choose from a multifaceted range of designer wear catering to his every imaginable whim, passion and desire. This includes everything; from specially handmade turbans, opulent drapes of the finest woolen pashminas

and jamevaars to rest on his shoulders, tailored suits, ethnic garb, a throw back to the natty Nehruvian suit, wefts and warps of twill, brocade, slips of silk woven bandhgalas, sensuous sherwanis, elongated kool kurtas in reshmi fabrics etc.

And, of course, not to miss out on the hand-finished designer jootis made from matching or contrasted fabrics studded with sequenced trim. Obviously, this increase in extravagance doesn't come cheap... and can run into lakhs. However, for those who can afford the indulgence, it's just a case of paisa vasool!

Men's formal wear:

It is worth noting that men's formal wear has just made the all-important foray into the multi crore mainstream men's fashion segment of the Indian markets as recently as the last five to ten years. In the process it has been spiking volumes, sales and marketing portfolios. Gearing up for formal occasions and party time hoopla, the suave Indian man now has a plethora of choices. This year, especially, men's formal wear has reached its zenith in comparison to earlier times, with such global fashion icons such as Armani, Roberto Cavelli, Tommy Hilfiger, among others, setting up their own exclusive outlets in major Indian cities. A clear recognition on their part that the upscale Indian male fashion market segment has come of age. Today the young and old alike have the opportunity to choose from a multi-tier system consisting of luxury attire from such exclusive

world class labels as listed above or pick high-end garments from their Indian counterparts: Rohit Bal, Tarun Tahliani and others. The busy high-heeled Indian on the move can pick classic and incisivelycut suits tailored for the discerning available off the shelf at retail giants Raymonds, Provogue, Lifestyle, West-End, Globus. Individual name brands are also available through franchise houses such as Amarsons, Sheetal, etc., small individual ateliers with a loyal clientele, down to the community tailor and fabric retailers where you can do-it-yourself selection of fabric, pattern, design and perfect_fit. Variety is the spice of the male wardrobe:

Never before has Indian men's fashion expressed itself with such vibrancy, color, verve and oodles of chutzpah. Ever so recently it was unheard-of to find the latest, original European fashion collections under one roof in India, with increased accessibility for the luxury retail consumer. Although Mumbai and Delhi don't have the traditional 5th Avenue of the Big Apple, the via Spiaga of Rome, or Rodeo Drive of L.A., both Indian cities boast of pockets of enterprising and lavish establishments such as the Taj Mahal Hotel in Mumbai and Hauz Khas in Delhi. In response to the increased demand, many upscale fashion boutiques have expanded their markets and increased their outlets. From Lucknow to Amritsar and from Delhi to Mumbai, the Indian Male can choose his attire from the limitless range of high profile garments carried by different fashion houses. Accordingly, the price may vary, from an affordable Rs 7,000 to several lakhs!

Mantra_for_Y2K7 "This year the hues are earthy with tones of burgundy and deep maroons, and there is more innovation. Men are supporting brocade suit jackets, wing tipped shirts, and cravats, bandh galas with neck embroidery and jamavar fabrics." He continues, "And they are also trying unconventional pastel colors such as baby pink. Pink shirts, ties, stripes and paisleys with breast pocket handkerchiefs is one of the hottest influences this year," he adds. "I guess being an Indian is the in thing right now on the global stage," he concludes happily. We agree and, presumably, so do Armani and Cavelli, who used Indian themes in their Fall 2006 collections recently. Fashion Advice Broad_Shoulders Wide necklines, short sleeves and light fabrics help to visually reduce broad_shoulders Big_Bustline Never wear V-necks and scoop necks as they emphasise the chest size. High Necks, work well; combined with full sleeves they work even better. Small_Bustline Empire Basques, V-Necks and bulkier fabrics create an illusion of a fuller-bustline. Heavy_Arms Always wear sleeves that are not fitted yet follow the body line. Avoid heavy_and_thick_fabrics.

Heavy_Hips It is important not to wear fitted, short garments that emphasise your hips. Instead wear moderately loose and longer lengths in thicker fabrics to give a longer and leaner look Basic Tips on fashion

Using colour to balance your body is a great idea. Wear light colours where you are small and dark colours where larger. For example, if you have large hips, wear dark skirts or pants and a light coloured blouse. Wearing set-in sleeves with shoulder pads will help you to balance wide hips. The shoulder pads will add to your shoulders therefore balancing with your hips. Don't choose clothes that are too tight. Clothes that fit well will make you appear slimmer while tight clothes will only add pounds. Wear tops or dresses that have a scoop neckline with half or long sleeves to hide heavy arms and draw attention to the face and neck. Clothes in solid colors with simple lines will make you appear taller. Always break in new shoes before wearing them out for a special occasion Wear straight silhouettes in a solid colour to hide a thick waist. The skinner the stripe, the thinner you appear. Don't wear black on a hot day or at a wedding. A straight cut skirt and full leg pants will hide large thighs. To appear shorter, jackets or tops should fall below the hips.

To lengthen your legs wear slim, straight leg pants. To appear taller and thinner, try a pinstripe suit. Long sleeves should hit just at the wrist bone. When you are wearing a white shirt, wear a bra close to your skin color. To hide wide hips, try an a-line style dress. Give a new updated look to an old blouse or jacket by sewing on new buttons. Pleats add pounds. If you want to look larger through the hips, wear pleats. If you don't, avoid pleats! If clothes don't fit, have them altered. If they don't fit, they'll remain in the closet. One of the biggest trends for spring is denim. You can find it in skirts, shorts, jeans, jackets, and shirts and even kurtas. These are the basics measurements you need to find your correct bra size. With a measuring tape, measure around the torso at the underarm level and under the breasts. If the number is odd, add one to it. For example, if your measurement is 35, your bra size will be 36. Next, measure around your bust at its fullest part. Subtract the bra size from this number. Pin a safety pin to the inside of your slacks in case of an emergency. If a button comes off or the zipper breaks you will be prepared. Are your zippers sticking? Rub them with a lead pencil and they will slide smoothly. When you buy an everyday item, try to think of at least three things you already own that you can wear with that item. Choose your accessories wisely. Accessories can completely change the look of an outfit.

Women with larger hips should choose jeans that are generously cut through the hips with a flared leg. When losing weight, don't wait to choose wardrobe pieces. Choose pieces that will camouflage problem areas.

Fashion Trends: Lower the Better The latest in fashion trends is the flesh-flashing trend which is the exposed skin between cropped top and hip-hugging jeans started by Mariah Carey cutting off the tops of her jeans and continued by Britney SpearsandChristina_Aguilera. It is a season where everybody is showing off tummies and belly buttons and low-cut jeans are the jeans of the season. The look began several years ago with the popularity of belly-button piercing and the rise of midriff exposure. But as shirts crept up and midriffs became less shocking, the focus began shifting south. The biggest advantage of the low-rise look is, it visually lengthens the torso and has a slimming effect. And, by picking a short or long top, women can control the amount of skin they bare. "With this bellybaring fashion gaining more popularity amongst pop diva's and stars, the fashion is likely to spread more rapidly coz women like to copy their role models" says Kabir, designer, who adds, "Low-rise is about an attitude and if you have the attitude to wear it, you can pull it off. It's about being sexy and really feeling sexy and feminine in a pair of jeans." And with stores such as Levi's still filling racks with low-rise offerings,

the lower belly is likely to make a continued appearance through fall and beyond. However not all can carry off this fashion trend. Low cut can be hard to wear if you have a fleshy lower abdomen.' You can't have a lot hanging out,' says Nikita, model, 21, 'A little bit hanging over is cute, because women usually have a little bit of a paunch; they don't naturally have flat tummies. But you don't want stuff hanging over the sides.' Women attempting the pelvic flash should remember that the look works much better when they're standing up. So, when sitting down, adjust yourself to be sure that your belly isn't drooping over the top of your low-slung pants. Also, if you're going for the low-cut trend, consider it your duty to make an appointment for a bikini wax first. Indian fashion takes on the world! Indian fashion has come a long way. Gone are the days when Indian 'kurtas' and 'Om shirts' were seen only on the hippies of the 60s and 70s. Fast-forward to January 2000, La Semaine de la Haute Couture , Paris where India's golden girl, Ritu Beri presented her Summer 2000 collection. Or we have Wendell Rodricks and Anita Dongre, having the honour of being the first Indian designers to present their creations at the world's largest prt-a-porter fair in Germany,-IGEDO.

The appeal of these designs probably lies in the fact that they are essentially Indian in spirit, but global in wearability and concept. The last decade has been very significant for the Indian fashion industry. Not only has it grown rapidly, but there has also been a revival of traditional Indian fabric and embroidery. India has made its mark abroad and has gained recognition internationally.

In a world, where Paris, Milan and New York dictate fashion, India is perhaps the only last surviving country in touch with its natural handcrafted techniques. Its rich textile legacy is not showcased in museums, but in the hands of its surviving 16 million artisans.

Worldwide, designers are impressed with the detailed craftsmanship of Indians when it comes to embroidery, weaving of fabric or unique block print styles. From beading to sequin work, the richness of traditional fabrics, designs and colour with a modern techno feel gives it a whole new interpretation that is appreciated all over the world. It is a well known fact that, renowned fashion houses like that of Giorgio Armani, Ferre, Valentino, Oscar de la Renta, Christian Lacroix, Emmanuel Ungaro, Jean Paul Gaultier, etc contract various Indian artisans and designers to hand-embroider their creations which are ultimately priced at a few thousand dollars! Businesses of embroidery houses have grown by over 20% a year on account of the growing demand for hand embroidery. Most of the big time exporters who supply fashion houses maintain strict confidentiality. Karigars are employed exclusively for them and a lot of crystal work is used in not so Indian floral and contemporary patterns. Take Razia Gandhi, the embroidery doyen who has dressed the likes of

Hillary Clinton, Catherine Zeta Jones, Princess of Wales and Sharon Stone. She is the woman behind all the biggest labels in the world with her embroidery skills and her talented team of handpicked karigars. Ritu Beri has been the only Indian designer to present her collection during the haute couture week in Paris recently and she is soon to have another show there. Her presentations gave the French fashion connoisseurs a glimpse into mystical India. The Parisiens were abuzz with exclamations and praises of the rich display of luxurious bandhini silk, brocade and the prevalent use of Mogul motifs incorporated beautifully into sarongs, tunics and flared pants. Much appreciated were the woven fabrics like patola from Gujarat and bagh from Punjab. Hollywood's Nicole Kidman even wished to wear her creation at the premiere of her movie "Moulin Rouge". With Mounir Moufarrige to market her designs abroad, she is soon going to have exclusive showings in stores like Bergdorf for the Royal families of Monaco, Jordan and a host of other Hollywood stars.

Then there's Ritu Kumar, who presented her traditional couture lines for charity in Times Square, New York. Ritu's unique designs translate the ancient traditions of artisans into contemporary ones. Her Tree of Life collection showcased in New York, used textiles like khadi and techniques like chikankari, bandhej and block printing. Celebrities like Jemima Khan and the late Princess Diana flock to her exclusive boutique in the UK and don her creations.

Bina Ramani merged the Indian and Western identities to kick off the current global fusion fashion. Her accessories of delicately embroidered

bags, stoles and traditional jewellery created a rage all over the world and made headline news in the Spanish version of fashion magazine Vogue. Her forte is rescuing antique fabrics; old saris and garments that are vintage but yet have a modern look. Her designs are retailed in-Paris,-London,-and-the-US. Designers from all over come to India to seek inspiration for their designs. Jean Paul Gaultier drew up a whole collection called "Indian Chiaroscuro" which reflected Indian textiles and designs beautifully. Armani has used trouser-tunic sets along the lines of "salwar kameez". And then you have Abu Jani- Sandeep Khosla, who can be considered the first names that made it big and gained international success. Their immense talent led to their creations being displayed at Harrods. Dame Judi Dench was so impressed by their intricate designs that she chose to wear a cream creation for the Oscars in 1999 and so did Lindy Hemmings, who was nominated for Best Costume Designer. This year too for the Oscars, Hemmings wore a red ensemble designed by the duo. The beautiful Sophie Marceau wore two of their creations in the Bond flick "The World Is Not Enough". They even cater to Dame Maggie Smith and Baroness Marie- Chrisitine of Kent. Even Julia Roberts is to be part of their clientele soon. Now, Abu and Sandeep are planning to retail their clothes in Palm Beach, Los Angeles and New York.

US celebrity client Jacqueline Lundquist is planning to organise an event of Indian designers' clothes across America. An awards ceremony is being organised in New York with Mumbai designers

Neeta Lulla, Suneet Verma, etc with their spectacular clothes amidst Hollywood celebrities like Sharon Stone and Steven Seagal.

Speaking of celebrities, bombshell Pamela Anderson is to wear an outfit by none other than our very own Rohit Bal, for her support advertisement in aid of the PETA Group. He conjured up a mix of old and new with a Kamasutra inspired choli blouse and a faux leather costume. He plans to take trunk shows to London and five cities in the US this summer. Hemant Trevedi's gowns have also impressed Ms. Anderson. With so much of international exposure in just two years, it looks like Indian fashion is soon coming out of the closet. So look out world! Here they come!

BUYING BEHAVIOUR

Introduction An important part of the marketing process is to understand why a customer or buyer makes a purchase. Without such an understanding, businesses find it hard to respond to the customers needs and wants. Marketing theory traditionally splits analysis of buyer or customer behaviour into two broad groups for analysis Consumer Buyers and Industrial Buyers Consumer buyers are those who purchase items for their personal consumption. Industrial buyers are those who purchase items on behalf of their business or organisation . Businesses now spend considerable sums trying to learn about what makes customers tick. The questions they try to understand are: Who buys? How do they buy? When do they buy? Where do they buy? Why do they buy? For a marketing manager, the challenge is to understand how customers might respond to the different elements of the marketing mix that are presented to them.

If management can understand these customer responses better than the competition, then it is a potentially significant source of competitive advantage. Consumer Buying Behaviour What influences consumers to purchase products or services? The consumer buying process is a complex matter as many internal and external factors have an impact on the buying decisions of the consumer. When purchasing a product there several processes, which consumers go through. These will be discussed below.

1. Problem/Need Recognition How do you decide you want to buy a particular product or service? It could be that your DVD player stops working and you now have to look for a new one, all those DVD films you purchased you can no longer play! So you have a problem or a new need. For high value items like a DVD player or a car or other low frequency purchased products this is the process we would take. However, for impulse low frequency purchases e.g. confectionery the process is different. 2. Information search So we have a problem, our DVD player no longer works and we need to buy a new one. Whats the solution? Yes go out and purchase a new one, but which brand? Shall we buy the same brand as the one that blew up? Or stay clear of that? Consumer often go on some form of

information search to help them through their purchase decision. Sources of information could be family, friends, neighbours who may have the product you have in mind, alternatively you may ask the sales people, or dealers, or read specialist magazines like What DVD? to help with their purchase decision. You may even actually examine the product before you decide to purchase it.

3. Evaluation of different purchase options. So what DVD player do we purchase? Shall it be Sony, Toshiba or Bush? Consumers allocate attribute factors to certain products, almost like a point scoring system which they work out in their mind over which brand to purchase. This means that consumers know what features from the rivals will benefit them and they attach different degrees of importance to each attribute. For example sound maybe better on the Sony product and picture on the Toshiba , but picture clarity is more important to you then sound. Consumers usually have some sort of brand preference with companies as they may have had a good history with a particular brand or their friends may have had a reliable history with one, but if the decision falls between the Sony DVD or Toshiba then which one shall it be? It could be that the a review the consumer reads on the particular Toshiba product may have tipped the balance and that they will purchase that brand. 4. Purchase decision Through the evaluation process discussed above consumers will reach their final purchase decision and they reach the final process of going through the purchase action e.g. The process of going to the shop to buy the product, which for some consumers can be as just as

rewarding as actually purchasing the product. Purchase of the product can either be through the store, the web, or over the phone. Post Purchase Behaviour Ever have doubts about the product after you purchased it? This simply is post purchase behaviour and research shows that it is a common trait amongst purchasers of products. Manufacturers of products clearly want recent consumers to feel proud of their purchase, it is therefore just as important for manufacturers to advertise for the sake of their recent purchaser so consumers feel comfortable that they own a product from a strong and reputable organisation. This limits post purchase behaviour. i.e. You feel reassured that you own the latest advertised product.

Factors influencing the behaviour of buyers. Consumer behaviour is affected by many uncontrollable factors. Just think, what influences you before you buy a product or service? Your friends, your upbringing, your culture, the media, a role model or influences from certain groups? Culture is one factor that influences behaviour. Simply culture is defined as our attitudes and beliefs. But how are these attitudes and beliefs developed? As an individual growing up, a child is influenced by their parents, brothers, sister and other family member who may teach them what is wrong or right. They learn about their religion and culture, which helps them develop these opinions, attitudes and beliefs (AIO) . These factors will influence their purchase behaviour however other factors like groups of friends, or people they look up to may

influence their choices of purchasing a particular product or service. Reference groups are particular groups of people some people may look up towards to that have an impact on consumer behaviour. So they can be simply a band like the Spice Girls or your immediate family members. Opinion leaders are those people that you look up to because your respect their views and judgements and these views may influence consumer decisions. So it maybe a friend who works with the IT trade who may influence your decision on what computer to buy. The economical environment also has an impact on consumer behaviour; do consumers have a secure job and a regular income to spend on goods? Marketing and advertising obviously influence consumers in trying to evoke them to purchase a particular product or service. Peoples social status will also impact their behaviour. What is their role within society? Are they Actors? Doctors? Office worker? and mothers and fathers also? Clearly being parents affects your buying habits depending on the age of the children, the type of job may mean you need to purchase formal clothes, the income which is earned has an impact. The lifestyle of someone who earns 250000 would clearly be different from someone who earns 25000. Also characters have an influence on buying decision. Whether the person is extrovert (out going and spends on entertainment) or introvert (keeps to themselves and purchases via online or mail order) again has an impact on the types of purchases made. Maslows Hierarchy of Needs Abraham Maslow hierarchy of needs theory sets out to explain what motivated individuals in life to achieve. He set out his answer in a form of a hierarchy. He suggests individuals aim to meet basic psychological

needs of hunger and thirst. When this has been met they then move up to the next stage of the hierarchy, safety needs, where the priority lay with job security and the knowing that an income will be available to them regularly. Social needs come in the next level of the hierarchy, the need to belong or be loved is a natural human desire and people do strive for this belonging. Esteem need is the need for status and recognition within society, status sometimes drives people, the need to have a good job title and be recognised or the need to wear branded clothes-as-a-symbol-of-status. Self-actualisation the realisation that an individual has reached their potential in life. The point of self-actualisation is down to the individual, when do you know you have reached your point of selffulfilment? But how does this concept help an organisation trying to market a product-or-service? Well as we have established earlier within this website, marketing is about meeting needs and providing benefits, Maslows concept suggests that needs change as we go along our path of striving for self-actualisation. Supermarket firms develop value brands to meet the psychological needs of hunger and thirst. Harrods develops products and services for those who want have met their esteem needs. So Maslows concept is useful for marketers as it can help them understand and develop consumer needs and wants. Types of buying behaviour. There are four typical types of buying behaviour based on the type of products that intends to be purchased. Complex buying behaviour is where the individual purchases a high value brand and seeks a lot of information before the purchase is made. Habitual buying behaviour is

where the individual buys a product out of habit e.g. a daily newspaper, sugar or salt. Variety seeking buying behaviour is where the individual likes to shop around and experiment with different products. So an individual may shop around for different breakfast cereals because he/she wants variety in the mornings! Dissonance reducing buying behaviour is when buyer are highly involved with the purchase of the product, because the purchase is expensive or infrequent. There is little difference between existing brands an example would be buying a diamond ring, there is perceived little difference between existing diamond brand manufacturers. To summarise: There are five stages of consumer purchase behaviour Problem/Need Recognition Information search. Evaluation of purchases. Purchase decision. Post purchase behaviour. Culture has an impact on the company. Marketers should take into account Maslows hierarchy of needs.

CONSUMER LEARNING
One of the best known models explaining the interactions involved is that of Howard and Sheth. This contains a deal of common sense, although, as is often the case with such models, the rather obscure terminology makes it appear more confusing than it really is. The 'inputs' (stimuli) environment are: 1. significative - the 'real' (physical) aspects of the product or service (which the co make use of) 2. symbolic - the ideas or images attached by the supplier (for example by advertising) 3. social - the ideas or images attached to the product or service by 'society' (for example, by reference groups) The 'outputs' are what happens, the consumer's actions, as observable results of the input stimuli. Between the inputs and outputs are the 'constructs', the processes which the consumer goes through to decide upon his or her actions. Howard and Sheth group these into two areas: 1. perceptual - those concerned with obtaining and handling information about the product or service 2. learning - the processes of learning that lead to the decision itself The Engel-Kollat-Blackwell model (EKB Model), as a further example, follows a more mechanistic approach. that the consumer receives from his or her

In the domain of evolutionary economics, consumers are seen as active agents following rules of behaviour, fairly easy to follow and implement because they require only a limited amount of information and capability of elaboration. For instance, a consumer, being aware of a certain need and believing a certain good category satisfies it, might fix a maximum price he/she can afford and search for the best good available under such a constraint. A more detailed description of rules of behaviour, dependent also on consumer's income and social group, is available at Consumer Decision Rules for Agent-based Models by Valentino Piana (2004). More in general, consumer behaviour models and datasets are available at Consumer theory: the neoclassical model and its opposite alternative. Such models can help theorists to explain consumer behaviour better, but it can be difficult to put them to practical use. The behavior of the economy as it effects consumers is reported in the "Lally Consumer Value Index" (LCVI). This quarterly index compiles 20 components that effect the consumer's economy and weights their input to gauge government policymakers' management of the economy for consumers. This index was conceived to give consumers a better understanding of what is helping or hurting their financial and social well being, more accurately and in broader terms than the government's Consumer Price Index (CPI) that only considers one component, prices of products and services. The improved Lally Consumer Value Index (LCVI) was originated by Eugene F. Lally a research economist. The Index also includes Lally's theory of "evolutionary expectations" which correctly interprets the weight of consumer "price" changes in the LCVI as opposed to the government's handling of "price" changes in the Consumer Price Index (CPI).

IMPACT OF GLOBALISATION
Globalisation is the new buzzword that has come to dominate the world since the nineties of the last century with the end of the cold war and the break-up of the former Soviet Union and the global trend towards the rolling ball. The frontiers of the state with increased reliance on the market economy and renewed faith in the private capital and resources, a process of structural adjustment spurred by the studies and influences of the World Bank and other International organisations have started in many of the developing countries. Also Globalisation has brought in new opportunities to developing countries. Greater access to developed country markets and technology transfer hold out promise improved productivity and higher living standard. But globalisation has also thrown up new challenges like growing inequality across and within nations, volatility in financial market and environmental deteriorations. Another negative aspect of globalisation is that a great majority of developing countries remain removed from the process. Till the nineties the process of globalisation of the Indian economy was constrained by the barriers to trade and investment liberalisation of trade, investment and financial flows initiated in the nineties has progressively lowered the barriers to competition and hastened the pace of globalisation

Multi lateral Trading system and developing countries Developing countries need to frame a broad set of trade initiatives within an appropriate macroeconomic environment and a comprehensive approach to development. They also need to be active in exercising their rights and obligations in the multilateral trading

system. Formal participation in the multilateral trading system through the WTO offers many advantages to developing countries. They recognise that trade rules and multilaterally negotiated agreements can affect their access to markets, help them withstand domestic pressures opposed to policy reform and improve the credibility of their domestic reform process. However they face many challenges. Implementing the new WTO agreements and obligations demands much from the institutional and human capacities of developing countries. The Uruguay Round addressed regulatory policies and business practices that can restrict trade behind borders, and developing countries took on unprecedented obligations to reform trade procedures and much domestic regulation. These obligations covered such issues as import licensing procedures, customs valuation, intellectual property law and technical, sanitary and phyto-sanitary standards. But do poor countries have the institutional capacity for these reforms? Can they finance the necessary investments in the light of other development priorities? And can compliance bring benefits if it is not part of broader trade policy reforms? Considerable capacity is needed for effective participation in the design, enforcement and use of the rules and institutional mechanisms that shape the global economy. Being latecomers to full participation in the trading system and negotiating rounds, the less advanced developing countries had great difficulty participating effectively in the Uruguay Round negotiations. They lacked the capacity for effective participation in the negotiation process, and they had limited impact on the design of

the new rules. As the WTO process becomes even more complex and technical, it is essential that developing countries develop the capacity to articulate their interests and defend their rights in the WTO framework. Gaining access to export markets of interest will be a major challenge for developing countries. While external constraints may not be the primary reason for slow export growth from poor countries, market access must be seen as an integral part of the capacity building agenda. Barriers to agriculture may, for example, impede the export of agricultural and labour-intensive products, hampering efforts to diversify into downstream processing and into higher value-added and faster growing products. In other words, trade barriers repress the development of trade capacity. Product standards and other import requirements in industrial countries such as environmental, labour and health standards can also pose a significant challenge to developing country export capacity. While product standards have an important role in the effective functioning of markets and trade, developing countries often lack information on such requirements and the technical and financial resources to comply. They also have limited capacity to participate in the design and implementation of product standards, to set up certification and accreditation facilities, and to bring disputes when standards discriminate against their exports. India had embarked upon the path of economic liberalization in the early nineties in a major way. The process of economic liberalization and the pursuit of market-driven economic policies are having a significant impact on the economic landscape of the country.

An important consequence of India's economic liberalization was the adoption of the multilateral trading regime under the World Trade Organization (WTO). This multilateral trading regime is a rule-based institutional system that calls for significant obligations on WTO members. This new regime is a reality and has important ramifications for a developing country like India. Strategies and preparedness for globalization is of paramount importance today. What is Trade Related Capacity Building? Trade Related Capacity Building (TRCB) refers to a coherent set of activities by donors and partner countries designed to enhance the ability of policymakers, enterprises and civil society actors to: Work together to develop and implement effective trade policies and strategies Improve trade performance through policy and institutional

strengthening Participate and benefit from the institutions, negotiations and

processes that shape national trade policy and the rules and practices of international trade. The goal of TRCB is to enhance the capacity of partner country stakeholders to manage their own trade agendas . To participate effectively in the multilateral trading system, capacity creation is essential and capacity constraints to be eliminated. Capacity to negotiate effectively on trade issues requires Adequate understanding of the issues under negotiation

 Timely access to information and resources on trade issues Analytical skills necessary to assess the impact of different

proposals and agreements on their economies Capacity to influence or set the agenda and pace of negotiations Capacity to fulfill commitments to the multilateral trading system without jeopardizing important development goals Capacity to exploit trading opportunities Finding a solution to these capacity constraints is not an easy task. But it is clear that some of the problems require short-term actions while the others would be better addressed through longer-term measures. Key priority areas for its trade activities Building Consensus and Common Positions on Trade Issues Policy Advocacy and Advisory Services Trade Policy Research and Analysis Training Readymade Garments sector Post quota regime of world textile and clothing sector is full of challenges and opportunities. India is expected to be a powerful textile power, playing a significant role in the world market. To reap the benefits of a free textile and clothing market we need to develop our strategies and prepare for the challenges. Need of the hour is to

sensitize the industry to emerging trade issues in the context of globalization and its effect on Indian textile and clothing sector Handloom Sector The informal sector like handloom is important from the point of view of their size and employment potential. The handloom industry is the largest employer in the country after agriculture, with over 16 million weavers and their families drawing sustenance from it, apart from the loom- and reel-makers, dyers, warp-winders, sizers and other support, with women constituting a substantial part. The significance of this sector along with their inseparable link with country's cultural heritage further expounds its vitality. However, it is facing many challenges in the era of globalization and even there is apprehension whether it can with withstand the competitive pressure. Handloom woven fabrics are fast disappearing from the market due to its inability to compete with the power loom sector and also due to change in consumers preferences. It is imperative to shed the traditional mindset of handloom versus power loom and Indian T&C sector need to have an integrated approach and develop synergies among the various players, to capture the opportunities opened up in a post quota regime of world textile and clothing market. There is an immediate need for handloom sector to emerge as a specialized sector, seeking niches in its area of strength and also build up it capacity. The Indian Textiles Industry has an overwhelming presence in the economic life of the country. Apart from providing one of the basic necessities of life, the textiles industry also plays a pivotal role through its contribution to industrial output, employment generation, and the

export earnings of the country. Currently, it contributes about 14 percent to industrial production, 4 percent to the GDP, and 17 percent to the countrys export earnings. It provides direct employment to about 35 million people, which includes a substantial number of SC/ST, and women. The textiles sector is the second largest provider of employment after agriculture. Thus, the growth and all round development of this sector has a direct bearing on the improvement of the economy of the country. The projected value of Indian textile industry is estimated to grow from US$ 47 billion in the year 2005-2006 to US$ 115 billion by the year 2012, comprising domestic market of US$ 60 billion and exports of US$ 55 billion. Thus the projected growth rate is 16% per annum during these years. The Government of India has taken initiatives and included new schemes in the Annual Plan for 2007-08 to provide a boost to the textile sector. These include schemes for Foreign Investment Promotion to attract foreign direct investment in textiles, clothing and machinery; Brand Promotion on Public-Private Partnership (PPP)) approach to develop global acceptability of Indian apparel brands; Trade Facilitation Centres for Indian image branding; Fashion Hubs for creation of permanent market place for the benefit of Indian fashion industry; Common Compliance Code to encourage acceptability among apparel buyers and Training Centres for Human Resource Development on Public Private Partnerhip (PPP) mode. The major sectors forming part of the textile industry include the organized Cotton/ Man Made Fibre Textile Mill Industry, Man made fibre/ filament yarn industry, the decentralized powerloom sector, woolen textile industry, silk industry, handloom industry, handicraft

industry, jute industry and textile exports. Readymade Garments account for approximately 45 per cent of the country's total textile exports. During the year 2004-05, readymade garment exports were US$ 6 billion, recording an increase of 4.1 per cent as compared to the correponding period of 2003-04. The growth trend continued in the following year. During 2005-06, the readymade garment exports have amounted to US$ 7.75 billion, recording an increase of 28.69 per cent over-the-exports-during-2004-05. Coming to 2006-07, during the first quarter of 2006-07, the readymade garment exports amounted to US$ 2.17 billion, recording an increase of 15.70 per cent over the exports during the corresponding period of 2005-06.

ROLE OF GOVERNMENT
Unfortunately, while the textile exporting countries were given sufficient time to prepare for the elimination of quotas, both the industry and the Government in India were too slow in responding. Since January 1, 1995, the international textiles and clothing trade has been undergoing a gradual transformation under the 10-year transitional programme of the WTO's Agreement on Textiles and Clothing (ATC). However, till 2000, nothing much happened in India. The New Textile Policy, which was in the making since 1995, was finally out only in November 2000 but that too turned out to be a patchwork long on promise and short on concrete measures. The policy statement promised to make efforts to restore the organised mill sector to its position of pre-eminence so as to meet the international demand for high value, large volume products. The policy decided to encourage setting up of large integrated textile complexes and entering into strategic alliances with international majors. However, because of the continuing complacency on the part of the industry and the Textile Ministry, the new capacities in the organised mill sector were slow to materialise, even as some 470 large mills that had become technologically obsolete and financially unviable had to down their shutters since 1999 throwing close to half a million workers out of work. The modernisation and technology upgradation of the existing units also moved at a snail's pace. As a result, even today, the organised mill sector accounts for just around six per cent of the total production of fabrics in the country and over 90 per cent comes from lakhs of powerlooms scattered all over the country.

The readymade garment is emerging as one of the more promising segments in the textile chain today as the demand for finished products is witnessing a big surge in the domestic and export markets. However, the garment manufacturers in India are finding it difficult to source their requirements of quality fabrics in required quantities from the domestic market because of the highly fragmented nature of the weaving segment of the industry. Unfortunately, the Textile Ministry even now appears to be

preoccupied with wrong priorities such as rehabilitation of the remaining 119 sick mills under the National Textile Corporation which continue to bleed the national exchequer of around Rs 1,600 crore every year. Meanwhile, China lost no time in seizing the opportunity and created huge capacities in weaving and garment manufacturing over the past decade by going for economies of scale and modern technologies. Over the last three years alone, it bought around 75 per cent of the total shuttleless looms sold globally besides acquiring 65 per cent of texturing machines, 60 per cent of rotors, 30 per cent of circular knitting machines and 25 per cent of electronic flat-bed knitting machines. Today, it has the largest spinning and weaving capacity and also the largest garment manufacturing capacity in the world and it is already the largest exporter of textiles and apparels. The size of the Indian textile industry and its share in world exports is too small compared to that of China. True, over the past few years commendable efforts have been made by some of the leading players to create new capacities, expand the existing ones, restructure and modernise. However, even today, the net addition to new weaving capacities and garment manufacturing are inadequate to meet the

potential

demand

in

the

world

markets

and

the

backlog

of

modernisation remains huge. Unfortunately, the pace of modernisation of the industry continues to remain painfully slow. The Rs 25,000-crore Technology Upgradation Fund Scheme (TUFS) launched on April 1, 1999 (which offers five per cent interest subsidy on modernisation loans) has made only a marginal impact so far. Till September, this year, banks and financial institutions had sanctioned loans of Rs.9,051.28 crore for projects worth Rs 20,007 crore. The actual amount disbursed was Rs 7,468 crore for projects worth Rs 15,565 crore. The Indian Cotton Mills Federation (ICMF) has mooted the creation of a textile restructuring fund, which was also suggested earlier by the Steering Group headed by former Planning Commission Member, Mr N. K. Singh. In addition, the textile mill sector has petitioned the government for a dedicated fund to realign the high cost debt sourced by "financially weak but technically viable" units. The Government would do well to consider these suggestions on a priority basis. A report by Fitch Ratings states that technology, scale, integration, and design capabilities will play a crucial role in establishing a strong presence in the global textile market after January 1, 2005. The study further adds that technology is particularly important in weaving and processing, where modern machinery results in significantly higher productivity levels, lower operating expenses and minimal fabric defects. Garment manufacturers will also need international design capabilities to meet customer expectations. Significant improvements in productivity levels and profitability are all the more important because there is a real possibility of prices coming

under pressure after the end of the quota regime. Most companies, especially those from China, which have set up huge capacities, may resort to price cuts to build up their global market share. Going by the recent press reports, the Textile Ministry finally seems to have woken up to the urgent need to go for scale economies and is planning to remove all the textile products from the SSI reservation and also the purview of Essential Commodities Act. While the woven garment sector was finally de-reserved in 2002, as many as 83 knitwear and hosiery items are still under the SSI reservation list. The Prime Minister, Dr Manmohan Singh, has also directed the Textiles Ministry to prepare a strategy paper outlining the measures needed to attract investments and boost exports of the industry. In a joint presentation to the Prime Minister, the Textiles Minister, Mr Shankarsinh Vaghela, and the Commerce Minister, Mr Kamal Nath, have stated that there has been new investment of Rs 50,000 crore in the textile industry over the last five years and that banks which were earlier reluctant in providing credit to this industry have now disbursed loans totalling Rs 20,000 crore. The ministers further stated that ``Vision 2010 for Textiles''

formulated by the Government envisages that the size of India's textile industry would grow from the current $37 billion to $85 billion and that the value of industry's exports would grow to $50 billion by 2010 and that the country's share in world textile exports would double from the current level. A little reflection would reveal that the figures now provided in the socalled `Vision 2010' have just been recycled from the New Textile Policy that was announced in November 2000 and the ICMF study

published in 2002. There is nothing new in this vision statement. Yes, the Textiles Minister has now informed the Rajya Sabha that the country has targeted to increase exports of textiles and garments to $30 billion in the next two years. However, the industry observers are bound to view these projections with scepticism. A recent study by investment rating agency, Crisil, commissioned by the ICMF, estimate that the Indian textiles and apparels industry would compass a potential size of $85 billion by 2010. Of this, the domestic market potential would be $45 billion and exports would form the balance $40 billion. While more orders are no doubt expected to flow to India after January 1, 2005, the real problem will be that of capacity constraints faced by Indian suppliers. Most major players are already working to their full capacity as of now. Hence, as Mr Arvind Singhal, Chairman, KSA Technopack, puts it: "We have missed the bus as far as the first years of a quota-free world are concerned." However, by adopting a more pro-active approach we can cover some of the lost ground in the medium term. The 2004-05 Budget has tried to provide the muchneeded boost to the textile industry by offering an attractive package to make it "efficient and competitive". But much more needs to be done on a priority basis to help the industry to overcome the problem of technological obsolescence, to capitalise on scale economies and to move up the value chain. The textile products continue to play an important role in total export basket of the country. During the year 2005-06, the share of textile exports including handicrafts, jute, and coir in India 's total exports was 16.63 per cent.

India's textile exports have registered strong growth in the post quota period and the textile exports grew from US$ 14 billion in 2004-05 to US$ 17 billion in 2005-06., recording a growth of 21.77 per cent. Therefore, the government has fixed a higher target of US$ 19.73 billion for the year 2006-07. The growth trends have continued in 2006-07 and as per Directorate General of Commercial Intelligence & Statistics, during the first quarter of the current financial year (April-June 2006), the textile exports have shown a growth of 15.59 per cent in dollar terms and 20.54 per cent in rupee terms over the exports during the corresponding period in the preceding year. In order to encourage upgradation of textiles sector and to give a fillip to exports of textile products, some of the important initiatives taken are as follows: (I) Announcements in the new Foreign Trade Policy:

The new Foreign Trade Policy contains a number of positive features. The features, which are particularly beneficial to the textile industry are:

Handicrafts and Handloom sectors, among others, have been identified as Special Focus Initiatives. Duty free import of trimmings and embellishments for

Handlooms &Handicrafts sectors increased from 3% to 5% of FOB value of exports

Import of trimmings and embellishments and samples shall be exempt from CVD

Handicraft

Export

Promotion

Council

authorized

to

import

trimmings, embellishments and samples for small manufacturers

A new Handicraft Special Economic Zone shall be established Leftover materials and fabrics of the 100% EOUs upto 2% of CIF value or quantity of import shall be allowed to be disposed of on payment of duty on transaction value only.

(II) Announcement of New Textile Policy: One of the main objectives of the New Textile Policy (NTxP-2000) announced in November 2000 is to facilitate the textile industry to attain and sustain a pre-eminent global standing in the manufacture and export of clothing. The policy endeavors to achieve the target of textile and apparel exports from the present level to US$ 50 billion by 2010 of which the share of garments will be US$ 25 billion. Subsequent to the announcement of NTxP-2000, woven segment of readymade garment sector has been de-reserved from the ambit of SSI and the announcement has been made for de-reservation of knitwear from SSI. (III) Technology Upgradation Fund Scheme: In view of the urgent need for stepping up the process of modernization and technology. Upgradation of the Textile industry in India, Ministry of Textiles launched a Technology Upgradation Fund Scheme (TUFS) for the Textile and Jute Industry w.e.f. 01.04.1999 and the scheme will be continued during the Eleventh Plan. Against a provision of Rs.535 crore in 2006-07 for the scheme, Rs.911 crore heve been allocated for the same for 2007-08. The scheme provides for 5% interest reimbursement in respect of loans availed there under from the concerned Financial Institutions (FIs) for investments in benchmarked technology for the sectors of the Indian textile industries specified

there under. An additional option has been given to power loom units for 20% capital subsidy under Credit Linked Capital Subsidy (CLCSTUFS) up to a cost of Rs.1.00 cr. in eligible machinery with facility to obtain credit from a credit network that includes all co-operative banks and other genuine non banking financial companies (NBFC) recognized by the Reserve Bank of India. Upto 31.12.2005, an amount of Rs. 14,497crore, involving 4248 applications, has been sanctioned. (IV) Liberalization of FDI Policy: the Government has been taking measures from time to time to liberalize policy for foreign direct investment inter-alia in the textile sector. Recently, Government has allowed foreign equity participation upto 100 percent through automatic route, in the textile sector with certain exceptions. (V) Export Promotion Capital Goods Scheme (EPCG): Import duty in respect of 387 textile machinery listed under list 30, 31, 32, 45 and 46 of Customs Tariff has been reduced to 5% BCD. This will help Indian textile industry to import sophisticated machinery which will enhance the quality and cost competitiveness of the industry in the domestic as well as export market. (VI) Advanced Licensing Scheme: With a view to facilitate

exporter's access to duty-free inputs under the scheme, Standard Input-Output Norms (SION) for about 300 textiles and clothing export products have been prescribed. The SION for a number of apparel items have been revised upwards, based on large garment size. Additional items such as zip fastners, inlay cards, cyclets, revets, eyes, toggles, Velcro tape, cord and cord stopper are included in inputoutput norms for garment exports under Advance Licensing Scheme.

(VII) Duty Exemption Pass Book (DEPB) Scheme: DEPB credit rates have been prescribed for number of textiles and clothing products (The DEPB credit rates cover about 150 textile and clothing products, for which SION are prescribed). The nomenclature and rates for DEPB entries pertaining to certain textile products have been rationalized. (VIII) Duty Drawback Scheme: The objective of the system is to reduce the burden of indirect taxes on exports and therefore, the exporters are allowed refund of the excise and import duty suffered on raw materials etc. under the scheme so as to make them more competitive in the international market. (IX) Construction of Apparel international Mart: Apparel Export Promotion Council has constructed an Apparel International Mart (AIM) at Gurgaon with assistance from Government. The mart will house centrally air-conditioned showroom, which will be given on lease and license basis to the established garment exporters in India. This will provide a world-class facility to the apparel exporters to showcase their products and will serve as one stop shop for reputed international buyers. (X) Setting up of Modern Laboratories: The Ministry of Textiles has assisted the Textile Committee in setting up of modern textile laboratories to ensure that the textiles exported from the country meet all international environmental standards. (XI) Apparel Park for Exports Scheme: With the objective of imparting a focused thrust to set up apparel units of international standards and to give a fillip to exports, the Government had launched the Apparel Park for Exports Scheme (APES), a centrally sponsored

scheme. Twelve Project Proposals have been sanctioned for setting up Apparel Parks at Tronica City & Kanpur (U.P.), Surat (Gujarat), Thiruvananthapuram (Tamil Nadu), SEZ, (Kerala), Indore Visakhapatnam (Madhya (Andhra Mahal Pradesh), (Jaipur, Ludhiana (Punjab), Bangalore (Karnataka), Tirupur & Kanchipuram Pradesh), Rajasthan) and Butibori-Nagpur (Maharashtra). (XII) Human Resource Development: attention has also been paid to human resource development in the textile sector. National Institute of Fashion Technology (NIFT) is imparting training to fashion designers and fashion technologists to cater to the human resource requirements of the garment industry. Further, Apparel Export Promotion Council has been running Apparel Training and Design Centres (ATDCs) at important apparel centres located at Chennai, Delhi, Kolkata, Hyderabad, Jaipur and Bangalore in order to impart training at shop floor level to meet the growing needs of apparel industry.

Policy Initiatives National-Textile-Policy-2000 The Government has formulated a National Textile Policy (NTP) 2000 with the objective of facilitating the industry to attain and sustain a pre-eminent global standing in the manufacture and export of clothing. Through NTP 2000, the Government would endeavor to achieve the target of textile and apparel exports from the present level of U.S. $11 billion to U.S. $50 billion by 2010. The policy provides for setting up a venture capital fund for tapping knowledge-based entrepreneurs and assisting the private sector to set up specialized financial arrangements to fund the diverse needs of the textile industry.

Vision of the policy Endowed as the Indian Textile Industry is with multifaceted

advantages, the policy of the Government is to develop a strong and vibrant industry that can:

Produce cloth of good quality at acceptable prices to meet the growing needs of the people; Increasingly contribute to the provision of sustainable

employment and the economic growth of the nation; and

Compete with confidence for an increasing share of the global market.

Objectives of the policy The objectives of the policy are to: Facilitate the Textile Industry to attain and sustain a pre-eminent global standing in the manufacture and export of clothing;

Equip the Industry to withstand pressures of import penetration and maintain a dominant presence in the domestic market; Liberalise controls and regulations so that the different segments of the textile industry are enabled to perform in a greater competitive environment; Enable the industry to build world class state-of-the-art

manufacturing capabilities in conformity with environmental standards, and for this purpose to encourage both Foreign Direct Investment as well as research and development in the sector;

Develop a strong multi-fibre base with thrust of product upgradation and diversification;

Sustain and strengthen the traditional knowledge, skills and capabilities of our weavers and craftspeople; Enrich human resource skills and capabilities, with special emphasis on those working in the decentralised sectors of the Industry; and for this purpose to revitalise the Institutional structure; Expand productive employment by enabling the growth of the industry, with particular effort directed to enhancing the benefits to the north east region; Make Information Technology (IT), an integral part of the entire value chain of textile production and thereby facilitate the industry to achieve international standards in terms of quality, design and marketing and;

Involve and ensure the active co-operation and partnership of the State Governments, Financial Institutions, Entrepreneurs, Farmers and Non-Governmental Organisations in the fulfillment of these objectives.

RESEARCH METHODOLOGY

Research Design:- Descriptive Research Design was Descriptive because the objective is concerned with finding out market position and penetration of readymade garments.

Collection of Data: Primary data Structured Questionnaire Secondary data Websites, Newspapers & Magazines

Sampling Design:

Convenience Sampling

In convenience sampling, the selection of units from the population is based on easy availability and/or accessibility. I am using this sampling method because sample will be selected on the basis of availability of the respondents who met the desired criteria. Sample size: Sampling Unit: 100 All respondents in Lucknow city Lucknow city

Sample Area: -

OBJECTIVE OF THE STUDY

GENERAL OBJECTIVE
Market position & penetration of readymade garments

SPECIFIC OBJECTIVE
Why people wear readymade garments. Awareness towards various brands Would they like to wear stitched by tailor garment. Effect of hike in price. Find out the persons satisfaction with the readymade garments.

To find out the persons not satisfied with the stitched by tailor garment.

HYPOTHESIS

Earlier when I was going to do my research, it was assumed of that maximum of the customers are aware about the readymade garment. The reason for my assumption was that technology developed so vast & information technology also that nothing can be hidden from people. As I started doing my research work by filling the questionnaire & personal interview from the people who wear the readymade garment or not wear readymade garment in Lucknow city. After completing my research work I realized that my hypothesis was right. Because in this era most of the people want to wear readymade garment.

DATA ANALYSIS

Q1) WHAT IS YOUR OCCPUPATION?

30%

25% Business Man Private Employee Govt. Employee Student

20%

25%

DATA INTERPRETATION My observation is that : 25% Businessman 25% Private employee 20% Government Employee 30% Student

Q2) WHICH TYPE OF OUTFIT YOU PREFER?

Readymade Stiched By Tailor Both

DATA INTERPRETATION My observation is that : 55% Respondents wear Readymade garments, 30% Respondents wear tailor stitched garments and 15% Respondents wear both garments.

Q3) ARE YOU INTERESTED IN BRANDED GARMENTS?

3%

Yes No

97%

DATA INTERPRETATION My observation is that : 97% Respondents interested in readymade garments while 3% not interested

Q4) WHY DO YOU PURCHASE BRANDED GARMENTS?

2% 15% 8% 5% 27%

Reputation Quality Esteem Fitting Style Convinient Availibility More Prestige

25%

8%

10%

DATA INTERPRETATION My observation is that : 27% quality, 25% Style, 15% Availability, 10% Esteem, 8% fitting, 8% convenient, 5% Reputation and 2% more prestige is preferred by the respondents.

Q5) WHY DO YOU WEAR TAILOR MADE GARMENTS?

2% 2% Less Expensive Quality Proper size 96%

DATA INTERPRETATION My observation is that : 96% respondent wear tailor made garments due to proper size, 2% less expensive and 2% quality.

Q6) HOW MANY OUTFITS YOU HAVE IN READYMADE?

25%

10% 20% 0-2 Outfits 2-5 Outfits 5-10 Outfits More 45%

DATA INTERPRETATION My observation is that : 10% respondents have 0-2 outfits, 20% 2-5, 45% 5-10 and 25% have more than 10 outfits.

Q7) HOW MANY OUTFITS IN READYMADE YOU HAVE PURCHASED IN LAST 6 MONTHS?

15%

20% 0-2 Outfits 2-5 Outfits 5-10 Outfits 35% More

30%

DATA INTERPRETATION My observation is that : 20% respondents have purchased 0-2 outfits, 35% 2-5, 30% 5-10 and 15% have purchased more than 10 outfits.

Q8) HOW MANY OUTFITS IN TAILOR MADE STITCHED YOU HAVE PURCHASED IN LAST 6 MONTHS?

15%

5%

25%

0-2 Outfits 2-5 Outfits 5-10 Outfits More

55%

DATA INTERPRETATION My observation is that : 25% respondents have purchased 0-2 outfits in last six months, 55% 2-5, 15% 5-10 and 5% have purchased more than 10 outfits.

Q9) ARE YOU AWARE OF DIFFERENT BRANDS IN READYMADE?

120 100 80 60 40 20 0

100

0 Yes No

DATA INTERPRETATION My observation is that : 100% are aware of different brands. .

R ay m

35 30 25 20 15 10 5 0 30 20 15 2 3 5 5 1 2 15 2
Q10) WHICH BRAND YOU PREFER IN?

on K Pe ou d te t r E ons n Bl gl a ac nd k B Pr err ov y og ue R L C eid ee ot to Tai n l C or en W tury ra ng le G r ra sim Le v G is w al io r

Q11) WHY DO YOU CHOSE THIS PARTICULAR BRAND?

30 25 20 15 10 5 0
e Pr ic

25 20 15 7 13 15 5

ie nt on vi n

ng

an g

Q ua

bi lit

Fi t ti

ur a

DATA INTERPRETATION My observation is that : 25% respondents prefer readymade garment brand for quality, 20% comfort, 15% range and fitting, 13% durability, 7% price and 5% convinient.

om

fo rt

lit

Q12) WHAT IS THE SOURCE OF AWARENESS OF THIS PARTICULAR BRAND?

10% Media 45% 25% TV Commercials News Papers Friends/Relatives 20%

DATA INTERPRETATION My observation is that : 10% respondents aware from media, 25% from TV commercials, 20% newspaper and 45% Friends.

Q13) DOES ADVERTISEMENT AFFECT YOU TO PURCHASE GARMENTS?

5% 30% 65% Yes No Can't say

DATA INTERPRETATION My observation is that : 65% respondents affected by advertisement, 30% not affected and 5% cannot say.

Q14) DOES ADVERTISEMENT REINFORCE YOU TO PURCHASE?

7% 18% Yes No Can't say 75%

DATA INTERPRETATION My observation is that : 7% respondents reinforced by advertisement, 18% not affected and 75% cannot say.

LIMITATIONS
Every study conducted might have certain shortcomings and unfortunately my case may also be a similar one. Few errors might have crept despite of my best efforts to avoid them but it is expected that still my study and findings are very much relevant. My market research also suffered from several limitations during the survey and Following were the limitations which limited my study: The survey was only confined to Lucknow city only. Unwillingness on the part of the respondents due to which it became a tough job to get the questionnaires filled. Biased information by the people as some of them were suspicious. As my study involved the market research using questionnaires, view expressed. By the respondents are confined to the elements of the questionnaires only. Communication errors in the form of misinterpretation between the respondent and myself may have also crept and thus might have added a very slight inaccuracy in the result. Time limit was one of the major limiting factors of the study.

During survey many respondents kept the questionnaire with them for long, as a result the analysis work got delayed.

There was no literature as well as no material available related to my study so it took time to go around and collect relevant information from the respondents.

Some of the questionnaires were incomplete or were not properly filled so it was difficult to analyze them.

Sample size is not too large to know the perception of the consumer or the exact present market scenario.

CONCLUSION
After finishing the research work "Market position & penetration of readymade garments" the researcher to this conclusion that the customer prefer readymade garments more than stitched by tailor. The researcher also conlude that readymade garment is more cheaper than stitched by tailor. 80% of the respondents were satisfied with the readymade garments. The researcher also found that some people prefer both readymade garments and stitched by tailor. The researcher also found that every respondents aware about the different types of brands. In this research the researcher found that most of younger prefer readymade garments.

RECOMMENDATION
Readymade garments are attractive as compared to stitched by tailor. Performance of the readymade garments is very good. There are various brands of readymade garments brands to choose & also attractive Readymade garments are less expensive Readymade garments improve the personality of the person More variety in terms of colour must be introduced to offer wider choice to customers. The readymade garments must be designed such that they are ideal to wear in all type of season Special attention must be given to quality, texture, and variety in garment.

BIBLIOGRAPHY
Books Research Methodology, New Age Publications Marketing Management, Pearson Education. Statistical Methods, Dhanpat Rai Publications. Consumer behaviour C.R. Kothari Philip Kotler S.P. Gupta Loudon J.L.

List of Websites visited : www.wikipedia.com www.marketandresearch.com www.ask.com www.turbo10.com