A STUDY ON ADVERTISHING EFFECTIVENESS IN SREE LAKSHMI ORGANIC

COTTON INDUSTRY AT KARUR.

CHAPTER I

INRODUCTION

The objectives of all business are to makes profits and a merchandising concern can do that by
increasing its sales at remunerative prices. This is possible, if the product is widely polished to be
audience the final consumers, channel members and industrial users and through convincing
arguments it is persuaded to buy it. Publicity makes a thing or an idea known to people. It is a
general term indicating efforts at mass appeal. As personal stimulation of demand for a product
service or business unit by planting commercially significant news about it in a published
medium or obtaining favorable presentation of it upon video television or stage that is not paid
for by the sponsor.

On the other hand, advertising denotes a specific attempt to popularize a specific product
or service at a certain cost. It is a method of publicity. It always intentional openly sponsored by
the sponsor and involves certain cost and hence is paid for. It is a common form of non- personal
communication about an organization and or its products idea service etc. that is transmitted to
target audiences through a mass medium. In common parlance the term publicity and advertising
are used synonymously.

WHAT IS ADVERTISING?

The word advertising is derived from the Latin word viz, "advertero" "ad" meaning
towards and "verto" meeting towards and "verto" meaning. "I turn" literally specific thing".

Simply stated advertising is the art "says green." Advertising is a general term for and all
forms of publicity, from the cry of the street boy selling newspapers to the most celebrate
attention attracts device. The object always is to bring to public notice some articles or service, to
create a demand to stimulate buying and in general to bring logethel the man with something to
sell and the man who has means or desires to buy".
 Advertising has been defined by different experts. Some of the quoted definition is:

American marketing association has defined advertising as "any paid form of non personal
presentation and promotion of ideas, goods or services by an identified sponsor. The medium
used are print broad cast and direct.

Stanton deserves that "Advertising consists of all the activities involved in presenting to a
group a non- personal, oral or visual openly, sponsored message regarding a product, service, or
idea. This message called an advertisement is disseminated through one or more media and is
paid for by the identified sponsor.

Advertising is any paid form of non – personal paid of presentation of ideas goods or
services by an identified sponsor.

Advertising is a "non- personal paid message of commercial significance about a product,

service or company made to a market by an identified sponsor.

In developing an advertising programme, one must always start by identifying the market
needs and buyer motives and must make five major decisions commonly referred as 5M
(mission, money message, media and measurement) of advertising.

BASIC FEATURES OF ADVERTISING

On the basis of various definitions it has certain basic features such as:

 It is a mass non-personal communication.

 It is a matter of record.
 It persuades buyers to purchase the goods advertised.
 It is a mass paid communication.
 The communication media is diverse such as print (newspapers and magazines)
 It is also called printed salesmanship because information is spread by means of the
written and printed work and pictures so that people may be induced to act upon it.
FUNCTIONS OF ADVERTISING

For many firms advertising is the dominant element of the promotional mix – particulars
for those manufacturers who produce convenience goods such as detergent, non – prescription
drugs, cosmetics, soft drinks and grocery products. Advertising is also used extensively by
maters of automobiles, home appliances, etc, to introduce new product and new product features
its uses its attributes, pt availability etc.

Advertising can also help to convince potential buyers that a firm’s product or service is
superior to competitor’s product in make in quality, in price etc. it can create brand image and
reduce the likelihood of brand switching even when competitors lower their prices or offer some
attractive incentives.

Advertising is particularly effective in certain other spheres too such as:

 When consumer awareness of products or service is at a minimum.

 When sales are increasing for all terms in an industry.
 When a product is new and incorporates technological advance not strong and.
 When primary buying motive exists.

ITS PERFORMANCE THE FOLLOWING FUNCTIONS:

 Promotion of sales
 Introduction of new product awareness.
 Mass production facilitation
 Carry out research
 Education of people.
TYPES OF ADVERTISING

Broadly speaking, advertising may be classified into two categories viz., product and
institutional advertising.

a) Product Advertising

The main purpose of such advertising is to inform and stimulate the market about the
advertiser’s products of services and to sell these. Thus type of advertising usually promotes
specific, trended products in such a manner as to make the brands seam more desirable. It is used
by business government organization and private non-business organizations to promote the uses
features, images and benefits of their services and products. Product advertising is sub-divided
into direct action and indirect action advertising, Direct action product advertising wages the
buyer to take action at once, ice he seeks a quick response to the advertisement which may be to
order the product by mail, or mailing a coupon, or he may promptly purchase in a retail store in
response to prince reduction during clearance sale.

Product advertising is sub-divided into direct & indirect action advertising & product
advertising aims at informing persons about what a products is what it does, how it is used and
where it can be purchased. On the other hand selective advertising is made to meet the selective
demand for a particular brand or type is product.

b) Institutional Advertising:

It is designed to create a proper attitude towards the sellers to build company image or
goodwill rather than to sell specific product or service. Its purpose is to create a frame of mind
and to implant feeling favorable to the advertisers company. Its assignment is to make friends for
the institution or organization.

It is sub-divided into three categories: patronage, public, relations and public service
institutional advertising.

 In patronage institutional advertising the manufacturer tells his prospects and customer
about himself his policies and lives personnel. The appeals to the patronage motivation of
 buyers. If successful, he convinces buyers that his operation entitles him to the money
spent by them.
 Public relations institutional advertising is used to create a favorable image of the firm
among employees, stock-holders or the general public.
 Public service institutional advertising wages public support.

c) Other Types:

The other types are as follows:

 Consumer advertising
 Comparative advertising
 Reminder advertising
 Reinforcement advertising

ADVERTISING OBJECTIVES

The long term objectives of advertising are broad and general, and concern the
contribution advertising should make to the achievement of overall company objectives. Most
companies regard advertising main objective as hat of proving support to personal selling and
other forms of promotion. But advertising is a highly versatile communications tools and may
therefore by used for achieving various short and long term objectives. Among these objectives
are the following:

 To do the entire selling job (as in mail order marketing).

 To introduce a new product (by building brand awareness among potential buyers).
 To force middlemen to handle the product (pull strategy).
 To build brand preference 9by making it more difficult for middleman to sell substitutes).
 To remind users to buy the product (retentive strategy).
 To publicize some change in marketing strategy (e.g., a price change, a new model or an
improvement in the product).
 To provide rationalization (i.e. socially acceptable excuses).
 To combat or neutralize competitors advertising.
  To improve the moral of dealers and/or sales people (by showing that the company is
doing its share of promotion).
 To acquaint buyers and prospects with the new uses of the product (to extend the PLC).

BENEFITS

The functions of advertisement, and that purpose its ethics, may be discussion below:

 It leads to cheaper prices. "No advertiser could live in the highly competitive arena of
modern business if his methods of selling were more costly than those of his rivals."
 It acquaints the public with the features of the goods and advantages which buyers will
enjoy.

WHY & WHEN TO ADVERTISE

Advertising as a tool to marketing not only reaches those who buy , but also those whose
opinions or authority is counted for example a manufacturer of marble tiles and building boards
advertises not only to people who intend to build houses but also to architect and engineers.
While the manufacturers of pharmaceuticals products advertise to doctors as well as to the
general public. At time it is necessary for a manufacturer or a concern to advertise things which
it does not sell but which when sold stimulates the sales of its own product. There are concerns
like electric heaters, iron etc. because the use of these increases the demand for their products.

Advertising should be used only when it promises to bring good result more economically
and efficiently as compared to other means of selling. There are goods for which much time and
efforts are required in creating a demand by sending salesman to prospective buyers than by
simply advertising them. In the early days of the cash register in America it was sold by specially
trained salesman who called on the prospective users and had the difficult task of convincing
them that they could no longer carry on with the old methods, and that they urgently needed a
cash register. In our country certain publishers have found it less costly to sell their books by
sending salesman from house to house among prospective buyers than to advertise them. In these
two examples the cost of creating demand would be too high if attempted by advertising alone
under such circumstances advertising is used to make the salesman acceptable to the people they
call upon to increase the confidence of the public in the house. Naturals when there are good
profits competitors will be attracted and they should be kicked out as and when sufficient capital
is available by advertising on a large scale. Immediate result may not justify the increased
expenditure but it will no doubt secure future sales.

DESIGNING ADVERTISING CAMPAIGN:

Advertising is an organized series of advertising messages. It has been defined as "a

planned, co-ordinate series of promotional efforts built around a central theme and designed to
reach specified goals." In other words, it is an orderly planned effort consisting of related but self
– contained and independent advertisements. The campaign may appear in one more media. it
has single theme or keynote idea and a single objective or goal. Thus, "a unified theme of content
provides psychological continuity throughout the campaign while visual and oral similarities
provide physical continuity. In short run, all campaign want pre-determined psychological
reaction in the long run, practically all campaigns have sales goal.

The series of advertisements used in the campaign must be integrated with the sales promotional
efforts and with the activities of the sales force.

Campaign varies in length some may run only for a few days, other for weeks, yet other for a
season or the entire year. Usually a range of 3 to 6 months includes many campaigns. Many
factors influences campaign length such as competitors advertising media, policies, seasonal falls
curves of the product involved, the size of the advertising funds, campaign objectives and the
nature of the advertisers marketing programme.

OBJECTIVES OF CAMPAIGN

The advertising campaign, especially those connected with the consumers aims at
achieving these objectives:

 To announce a new product or improve product.

 To hold consumers patronage against intensified campaign use.
 To inform consumers about a new product use.
  To teach consumers how to use product.
 To promote a contest or a premium offer.
 To establish a new trade regional, and
 To help solve a coca regional problem.
 The institutional advertising campaign on the other hand, has these objectives.

The advertising campaigns are prepared by the advertising agencies, which work on
behalf of their clients who manufacture product or service enterprises, which have services to
sell. The word campaign is used because advertising agencies approach their task with a sum
Blanca of military fanfare in which one frequently hears words like target audience logistics,
zero in and tactics and strategy etc.

The account executive co-ordinates the work in a campaign. The creation of an

advertising campaign starts with an exploration of consumer’s habits and psychology in relation
to the product. This requires the services of statistical trained in survey techniques and of others
trained in social psychology. Statisticians select samples for survey which are done by trained
interviewers who visits individuals, included in the sample and ask question to find out about
their taste and habits.

This enquiry often leads to a change in a familiar product. For instance bathing soap may
come in several new colors or cigarette in a new packet or talcum powder in another size.

Such interviews are often quite essential to find out the appeal of advertising message for
a product that would be most effective with consumers.

STAGE IN ADVERTISING CAMPAIGN

Several steps are required to develop an advertising campaign the number of stages and
exact order in which they are carried out may vary according to organizations resources, the
nature of its product and the types of audiences to be reached. The major stages/step is:

 Identifying and analyzing the advertising.

 Defining advertising objects.
  Creating the advertising platform.
 Determining the advertising appropriation.
 Selection media plan.
 Creating the advertising message.
 Evaluating the effectiveness of advertising.
 Organizing of advertising campaign.

1. Identifying & Analyzing the Advertising target:

Under this step it is to decide as to whom is the firm trying to reach with the message. The
advertising target is the group of people towards which advertisements are aimed at four this
purpose complete information about the market target i.e. the location and geographical location
of the people, the distribution of age, income, sex, educational level, and consumers attitudes
regarding purchase and use both of the advertising product and competing products is needed
with better knowledge of market target, effective advertising campaign can be developed on the
other hand, if the advertising target is not properly identified and analyzed the campaign is does
likely to be effective.

2. Determining the advertising objectives:

The objectives of advertisement must be specifically and clearly defined in measurable

terms such as "to communicate specific qualities about a particulars product to gain a certain
degree of penetration in a definite audience of a given size during a given period of time",
increase sales by a certain percentage or increase the firm’s market shares."

The goals of advertising may be to:

 Create a favorable company image by acquainting the public with the services
offered available to the employees and its achievements.
 Create consumers or distributor awareness by encouraging requests providing
information about the types of products sold; providing information about the
 benefits to be gained from use of the company's products or services; and
indicating how product (or services) can be used;
 Encourage immediate sales by encouraging potential purchasers through special
sales contests, getting recommendation of professional people about company's
products etc.
 It secures action by the reader through associating ideas, repetition of the same
name in different contexts, immediate action appeal.

3. Creating the Advertising platform:

An advertising platform consists of the basic issues or selling points that an advertiser
wishes to include in the advertising campaign. A single advertisement in an advertising
campaign may contain one or more issues in the platform. A motorcycle producers advertising
platform should contain issues which are of importance to consumers filling and such issues also
be those which the competitive product do not posses.

4. Determining the Advertising Appropriation:

The advertising appropriation is the total amount of money which marketer allocates. For
advertising for a specific time period. Determining the campaign budget involves estimating now
much it will cost to achieve the campaigns objectives. If the campaign objectives are profit
relating and stated quantitatively, then the amount of the campaign budget is determined by
estimating the proposed campaigns effectiveness in attaining them. If campaigns object is to
build a particular type of company image, then there is little basis for predicting either the
campaigns effectiveness or determining the budget required.

5. Selecting the Media:

Media selection is an important since it costs time space and money various factors
influence this selection, the most fundamental being the nature of the target market segment, the
type of the product and the cost involved. The distinctive characteristics of various media are
also important. Therefore management should focus its attention on media compatibility with
advertising objectives Advertising is an art not a science. Effectiveness of which cannot be
measured with a mathematical or empirical formula some advertisers argue that advertising
efforts go to waste, but every advertiser is keenly interested in measuring or in evaluation
of advertising effectiveness. Testing for the effectiveness of advertisement will lead
advertisement testing must be done either before or after the advertisement has done in the
media. It is of two types, protesting which are done before the advertisement has been launched
and one is referred to as cost testing which is done before the advertisement has been launched
and one is referred to as cost testing which is done after launching the advertising campaign. The
basic purpose of advertising effectiveness is to avoid costly mistakes, to predict the relative

Advertisement carries:

In business world the terms in mainly used with reference to selling the product of the
concern. The advertising, as Jones defines it is "a sort of machine made mass production method
of selling which supplements the voice and personality of the individual salesman, such as
manufacturing the machine supplements the hands of the craftsman." It is thus a process of
buying/sponsor/identified media space or time in order to promote a product or an idea. From a
careful scrutiny of the above definition, the following points emerge:

Advertising is a paid form and hence commercial in nature. This any sponsored communication
designed to influence buyer behavior advertising. Advertising is non-personal. Unlike personal
selling, advertising is done in a non- personal manner through intermediaries or media whatever
the form of advertisement (Spoken, written or visual). It is directed at a mass audience and not
directed at the individual as in personal selling. Advertising promotes idea, goods and services.
Although most advertising is designed to help sell goods, it is being used increasingly to further
public interest goals. Advertising is identifiable with its sponsoring authority and advertiser. It
discloses or identifies the source of opinions and ideas.

NEED OF THE STUDY

Need to doing the study on advertising effectiveness is whether the Advertising campaign
was successful or not, the awareness level of products, the advertising campaign increased the
customer base or not and which media carry the advertisement successfully.
COMPANY PROFILE:

We established the creative boutique in 2005 and combined fashion, textile and graphic
design backgrounds to produce comprehensive design outcomes, rich with edgy originality,
beauty and distinction. We as are a Sydney based design trio of print and fabric surface treatment
specialists, whose primary focus is to deliver original, exclusive and bespoke designs for a broad
range of visual applications, particularly textiles. We are committed to uncovering and servicing
clients’ needs while promoting environmental sustainability and Australian based production in
an inspiring and creative way. We also have a design library, seasonally updated with a range of
original artwork that is available for purchase on an exclusive basis for use in fashion, interiors
and lifestyle product design.

We provide our clients with the textile concept as artwork [99% illustrator files] and leave the
production up to our clients’ discretion. We provide technical services also in making the files’
production ready if suppliers need this. We forecast trends color and pursue original concepts
with stylistic diversity to produce hand-worked and computer generated Croquis. These include
for fabric and other surfaces. We also do a lot of custom design development as well as our
seasonal collection.

Line of Business:

Parent Line of Business and Top Line of Business has been extracted from National Industrial
Classification code Sree Lakshmi Organic Cotton Garments. If company has registered business
with incorrect code or has changed the line of business without informing ROC, provided
information will be incorrect. We take no warranties about accuracy of these classifications. Sree
Sree Lakshmi Organic Cotton. is the principle supplier to Garments, fulfilling their total
yarn requirements. Established in 2005, SSMT sources cotton domestically and from
reputable African growers, Using State-of-the-art machinery, the raw material is woven into the
finest quality cotton yarn. Efficient inventory management systems are in place to ensure a
continuous.

The cotton is purchased in Sree Lakshmi Organic Cotton& Africa and processed step by step
through these highly sophisticated machineries to ensure the best quality yarn. Efficient
management of inventory ensures uninterrupted production process for the company. ShriSree
Lakshmi Organic Cotton is the least carbon emitting spinning mill in Sree Lakshmi Organic
Cotton as declared by ETI. It is also certified by FLO Fair Trade, CMIA, Organic Cotton and
Oeko-Tex Certifications. The knitting plant is equipped with hi-tech machines capable of
producing a wide variety of knit finishes and structures. Jacquard, Flat and Circular machines
provide a diverse range of garments in Jersey, Rib and Fleece. A continuous programmed of
research and development ensures that the knitting unit has the capability required to meet the
latest fashion trends.

Sree Lakshmi Organic Cotton

Corporate Identification Number : U17111TZ2005PTC012112

Company Name: SHRI SREE LAKSHMI ORGANIC COTTON
Company Status: Active
ROC: ROC-Coimbatore
Registration Number: 12112
Company Category: Company limited by Shares
Company Sub Category: Non-govt company

Class of Company: Private

Date of Incorporation: 01 September 2005
Age of Company: 10 years, 8 month
Activity: Spinning, weaving and finishing
Company Founder T.Manivannan
Managing Director A.Meenatchi
Total Employees 450
About Sree Lakshmi Organic Cotton:

Sree Lakshmi Organic Cotton Company LTD though a relatively new venture, has made
remarkable progress in spinning quality yarn. SREE LAKSHMI ORGANIC COTTON has an
huge production capability, productivity and a committed team of skilled workers and efficient
staff numbering approximately 1000. Under the guidance of its promoter, Shri Ramesh Kumar
Tibrewal, who personify the true spirit of enterprise, sree lakshmi organic cotton has established
a distinct identity in the textile market within a decade of its existence. sree lakshmi organic
cotton has a unique inspirational work culture. sree lakshmi organic cotton rests on strong ethical
and moral foundations, relying on the deeds of wisdom propagated by Swami Vivekananda,
Mahatma Gandhi, and Rabindranath Tagore and our Former President, His Excellency Dr. A.P.J.
Abdul Kalam.

With strong business acumen, successfully demonstrated by its Promoter, the

company has progressed steadily from dealing in cotton waste to the position of eminence it
holds in manufacture of Superior Quality yarn. The location has been chosen to promote
employment generation in the interior and rural areas of Coimbatore district. sree lakshmi
organic cotton commitments are not purely business centric. It encompasses a wider societal
obligation. The promoter have chosen, Karuvalur, Karumathampatti, near Coimbatore, as the
plant location. The small underdeveloped village has been chosen to promote a social cause of,
“Enabling Progress through Enterprise”. Further, the plant location meets the business
requirements. The plant is close to major consumption centres like Tirupur, Somanur, Palladam,
Karur, Madurai, and Erode, thereby promising enormous scope for expansion of the company.
At sree lakshmi organic cotton garments, learning and sharing of knowledge becomes an integral
part of its work culture. This unique work culture has been able to spin the work force together.
Swami Vivekananda words of wisdom form the back bone of the entire workforce at sree
lakshmi organic cotton garments, spinning its success story without any major hiccups.
VISION AND MISSION

VISION OF TEXTILES INDUSTRY:

 The Sree Lakshmi Organic Cotton textile industry has strength across the entire value
chain from natural to man-made fiber to apparel to home furnishings. Its share in the
nation’s GDP is 6% and in exports is 13%. The sector is the second largest employer
after agriculture.
 Taking innovative measures in partnership with the industry and learning from
experience, Sree Lakshmi Organic Cotton could aspire to achieve 20% growth in exports
over the next decade.
 During this period Sree Lakshmi Organic Cottonshould also attempt a structural
transformation whereby it becomes a net exporter of finished products.
 This would imply that growth rates in exports of fibers and yarn should start declining
and growth rates of apparel, homes furnishing, technical textiles and other finished
products should grow very rapidly.
 This would maximize employment generation and value creation within the country and
the fulfillment of the Prime Minister’s Vision of “Make of Sree Lakshmi Organic Cotton
Garments”.

MISSION OF THE INDUSTRY:

 To uphold and nature the core values of transparency, empowerment, accountability,

independent monitoring and environmental consciousness.
 To give highest priority to customer satisfaction.
 To develop new varieties of yarn.
 To upgrade production facilities and technology continuously.
 To grow globally through cost competitiveness and excellence in quality.
 To fulfil the aspiration of customers, employees, financers and of the society in general.
 To recruit and retain skilled manpower, reward superior performance.
  To maximize shareholder`s wealth through good corporate Governance.

INDUSTRY PROFILE

INTRODUCTION ABOUT TEXTILES INDUSTRIES

Definition for Textile:

“Pertaining of weaving or to wove fabrics; as textile arts; woven, capable of being woven; formed by weaving; as
textile fabric”

Descriptive of textiles as defined of the raw materials, process, machinery, building, craft, technology, personnel
used in, and the organizations and activities connected with their manufacture. A Latin word originated from
texere, it means to weave. Any cloth or fabric made by weaving or knitting.

Introduction:

The textile industry occupies a unique place in our country. One of the earliest to come into
existence in Sree Lakshmi Organic CottonGarments. It accounts for 14% of the total Industrial
production, contributes to nearly 30% of the total exports and is the second largest employment
generator after agriculture.The Sree Lakshmi Organic CottonGarmentsn textile industry is one of
the largest in the world with a massive raw material and textiles manufacturing base. Our
economy is largely dependent on the textile manufacturing and trade in addition to other major
industries. About 27% of the foreign exchange earnings are on account of export of textiles and
clothing alone. The textiles and clothing sector contributes about 14% to the industrial
production and 3% to the gross domestic product of the country. Around 8% of the total excise
revenue collection is contributed by the textile industry. So much so, the textile industry accounts
for as large as 21% of the total employment generated in the economy. Around 35 million people
are directly employed in the textile manufacturing activities. Indirect employment including the
manpower engaged in agricultural based raw-material production like cotton and related trade
and handling could be stated to be around another 60 million.
Textiles covers the following sub-segment: -
1) Synthetic fiber/filamentprocessing vise, drawing, texturizing, twisting etc.
2) Yarn: spinning cotton &blends on rotors and ring frames.
3) Weaving/Knitting, Processing and Distribution.

The Sree Lakshmi Organic CottonGarmentsn textile industry is large and divers, unique for
its coverage of the entire gamut of activities ranging from production of raw material to
providing the consumers high value added products, such as fabrics and garments. The key
segment of Sree Lakshmi Organic CottonGarmentsn textiles are divided into Fiber, Yarn,
Fabrics and made-ups. The multi- fiber base of Sree Lakshmi Organic CottonGarmentsn
textile comprise natural fibers from polyester, viscose, acrylic, polypropylene and nylon.
Though primarily cotton based textile industry has a growing polyester sector and is active in
processing linen wool and silk.

Overview Textiles Industry:

The Sree Lakshmi Organic CottonGarmentsn textile industry is one the largest and
oldest sectors in the country and among the most important in the economy in terms of output,
investment and employment. The sector employs nearly 35 million people and after agriculture,
is the second-highest employer in the country. Its importance is underlined by the fact that it
accounts for around 4% of Gross Domestic Product, 14% of industrial production, 9% of excise
collections, 18% of employment in the industrial sector, and 16% of the country’s total exports
earnings. With direct linkages to the rural economy and the agriculture sector, it has been
estimated that one of every six households in the country depends on this sector, either directly
or indirectly, for its livelihood.

A strong raw material production base, a vast pool of skilled and unskilled personnel,
cheap labour, good export potential and low import content are some of the salient features of
the Sree Lakshmi Organic CottonGarmentsn textile industry. This is a traditional, robust, well-
established industry, enjoying considerable demand in the domestic as well as global markets.

Global Textiles:

The glssobal textile and clothing industry is estimated to be worth about US$ 4,395
bn and currently global trade in textiles and clothing stands at around US$ 360 bn. The US
market is the largest, estimated to be growing at 5% per year, and in combination with the EU
nations, accounts for 64% of clothing consumption.

The Sree Lakshmi Organic CottonGarmentsn textile industry is valued at US$ 36 bn with
exports totalling US$ 17 bn in 2005-2006. At the global level, Sree Lakshmi Organic
CottonGarments’s textile exports account for just 4.72% of global textile and clothing exports.
The export basket includes a wide range of items including cotton yarn and fabrics, man-made
yarn and fabrics, wool and silk fabrics, made-ups and a variety of garments. Quota constraints
and shortcomings in producing value-added fabrics and garments and the absence of
contemporary design facilities are some of the challenges that have impacted textile exports
from Sree Lakshmi Organic CottonGarments.

Sree Lakshmi Organic CottonGarments’s presence in the international market is significant in

the areas of fabrics and yarn.

 Sree Lakshmi Organic Cottonis the largest exporter of yarn in the international market
and has a share of 25% in world cotton yarn exports.
 Sree Lakshmi Organic Cottonaccounts for 12% of the world’s production of textile fibers
and yarn
 In terms of spindle age, the Sree Lakshmi Organic CottonGarmentsn textile industry is
ranked second, after China, and accounts for 23% of the world’s spindle capacity
 Around 6% of global rotor capacity is in Sree Lakshmi Organic CottonGarments
  The country has the highest loom capacity, including handlooms, with a share of 61% in
world loom age.

Textile Industry Structure:

Cotton textiles continue to form the predominant base of the Sree Lakshmi Organic
CottonGarmentsn textile industry, though other types of fabric have gained share in recent
years. In 1995-96, the share of cotton and manmade fabric was 60% and 27% respectively.
More recently, cotton fabrics accounted for 46% of the total fabric produced in 2005-06, while
man-made fibers held a share of 41%. This represents a clear shift in consumer preferences
towards man-made fabric.

The fiber and yarn-specific configuration of the textile industry includes almost all types of
textile fibers, encompassing natural fibers such as cotton, jute, silk and wool; synthetic / man-
made fibers such as polyester, viscose, nylon, acrylic and polypropylene (PP) as well as
multiple blends of such fibers and filament yarns such as partially oriented yarn (POY). The
type of yarn used is dictated by the end product being manufactured.The Man-made textile
industry comprises fiber and filament yarn manufacturing units of cellulosic and non-cellulosic
origin. The cellulosic fiber/yarn industry is under the administrative control of the Ministry of
Textiles, while the non-cellulosic industry is under the administrative control of the Ministry of
Chemicals and Fertilizers.

As in January 2006, there were 1779 cotton/man-made fiber textile mills in the organized
sector, with an installed capacity of 34.1 million spindles and 395,000 rotors. Of these, 218
were composite mills which accounted for just 3% of total fabric production, with 97% of fabric
production happening in the unorganized segment. Cloth production in the mill sector has fallen
from 1,714 million sq mtrs in 1999-2000 to a projected 1,493 million sq mtrs in 2005-06,
declining at a rate of 2% per annum. As a result, the number of sick units in the organized
segment has also been growing rapidly.

The competitiveness of composite mills has declined in comparison to the power looms in the
decentralized segment. Policy restrictions relating to labour laws and the fiscal advantages
enjoyed by the handloom and power loom sectors have been identified as two of the major
constraints responsible for the declining scenario of the mill sector.Nonetheless, overall cloth
production in the country has been growing at 3.5% per annum since 2000, with growth driven
largely by the power loom sector. Being the largest manufacturer of fabric in the country, the
power loom sector produces a wide variety of cloth, both grey as well as processed.

TEXTILE INDUSTRY HISTORY

SREE LAKSHMI ORGANIC COTTON TEXTILE HISTORY:

Sree Lakshmi Organic Cottonhas a diverse and rich textile tradition. The origin of Sree Lakshmi
Organic CottonGarmentsn textiles can be traced to the Indus valley civilization. The people of
this civilization used homespun cotton for weaving their garments. Excavations at Harappa and
Mohenjo-Daro, have unearthed household items like needles made of bone and spindles made of
wood, amply suggesting that homespun cotton was used to make garments. Fragments of woven
cotton have also been found from these sites. The history of textile is almost as old as that of
human civilization and as time moves on the history of textile has further enriched itself. In the
6th and 7th century BC, the oldest recorded indication of using fiber comes with the invention of
flax and wool fabric at the excavation of Swiss lake inhabitants.

In Sree Lakshmi Organic Cottonthe culture of silk was introduced in 400AD, while spinning of
cotton traces back to 2 3000BC. In China, the discovery and consequent development of
sericulture and spin silk methods got initiated at 2640 BC while in Egypt the art of spinning linen
and weaving developed in 3400 BC. The discovery of machines and their widespread application
in processing natural fibers was a direct outcome of the industrial revolution of the 18th and 19th
centuries. The discoveries of various synthetic fibers like nylon created a wider market for textile
products and gradually led to the invention of new and improved sources of natural fiber. The
development of transportation and communication facilities facilitated the path of transaction of
localized skills and textile art among various countries.

ALL ABOUT TEXTILE INDUSTRY:

The major categories of textiles are linens and domestic products towels. Shower curtains,
bathroom ensemble, table linen / damask and bed spread are categorized under linens, product
such as sheets cases mattress pads, blankets and blanket covers comforters and quilts,
embroidery and lace are coming under domestic products. However based on exports are HS
code, Home textiles can broadly be classified in the following categories.

1. Bed lines

2. Bath liner

3. Table linen & Kitchen linen

4. Curtains, drapes and furnishing fabr5. Blankets

6. Carpets & Floor covering

7. Made Ups

Textiles industry

1)Cottage stage:

Textile manufacturing by pre-industrial methods

There are some indications that weaving was already known in the Paleolithic. An indistinct
textile impression has been found at Pavlov, Moravia. Neolithic textiles were found in pile
dwellings excavations in Switzerland and at El Fayum, Egypt at a site which dates to about 5000
BC.

The key British industry at the beginning of the 18th century was the production of textiles made
with wool from the large sheep-farming areas in the Midlands and across the country. This was a
labor-intensive activity providing employment throughout Britain, with major centers being the
West Country; Norwich and environs; and the West Riding of Yorkshire.

The export trade in woolen goods accounted for more than a quarter of British exports
during most of the 18th century, doubling between 1701 and 1770. Exports of the cotton industry
– centered in Lancashire – had grown tenfold during this time, but still accounted for only a tenth
of the value of the woolen trade. Before the 17th century, the manufacture of goods was
performed on a limited scale by individual workers. This was usually on their own premises and
goods were transported around the country. clothiers visited the village with their trains of pack-
horses. Some of the cloth was made into clothes for people living in the same area, and a large
amount of cloth was exported. Rivers navigations were constructed, and some contour-following
canals. In the early 18th century, artisans were inventing ways to become more productive.

In Roman times, wool, linen and leather clothed the European population, and silk,
imported along the Silk Road from China, was an extravagant luxury. The use of flax fiber in the
manufacturing of cloth in Northern Europe dates back to Neolithic times. During the late
medieval period, cotton began to be imported into northern Europe. Without any knowledge of
what it came from, other than that it was a plant, noting its similarities to wool, people in the
region could only imagine that cotton must be produced by plant-borne sheep. John Mandeville,
writing in 1350, stated as fact the now-preposterous belief:

"There grew in Sree Lakshmi Organic Cottona wonderful tree which bore tiny lambs on the
endes of its branches. These branches were so pliable that they bent down to allow the lambs to
feed when they are hungry."

Spindles or parts of them have been found in archaeological sites and may represent one of
the first pieces of technology available. They were invented in Sree Lakshmi Organic
Cottonbetween 500 and 1000 AD.

2) Industrial Revolution:

Textile manufacture during the Industrial Revolution

The woven fabric portion of the textile industry grew out of the industrial revolution in the 18th
Century as mass production of yarn and cloth became a mainstream industry. In 1734 in Bury,
Lancashire, John Kay invented the flying shuttle — one of the first of a series of inventions
associated with the cotton woven fabric industry. The flying shuttle increased the width of cotton
cloth and speed of production of a single weaver at a loom. Resistance by workers to the
perceived threat to jobs delayed the widespread introduction of this technology, even though the
higher rate of production generated an increased demand for spun cotton.

19th century developments:

With the Cartwright Loom, the Spinning Mule and the Boulton and Watt steam engine, the
pieces were in place to build a mechanized woven fabric textile industry. From this point there
were no new inventions, but a continuous improvement in technology as the mill-owner strove to
reduce cost and improve quality. Developments in the transport infrastructure; that is the canals
and after 1831 the railways facilitated the import of raw materials and export of finished cloth.

Thirdly, also in 1830, Richard Roberts patented the first self-acting mule. Stalybridge mule
spinners strike was in 1824,this stimulated research into the problem of applying power to the
winding stroke of the mule. The draw while spinning had been assisted by power, but the push of
the wind had been done manually by the spinner, the mule could be operated by semiskilled
labor. Before 1830, the spinner would operate a partially powered mule with a maximum of 400
spindles after, self-acting mules with up to 1300 spindles could be built.

20th Century:

Major changes came to the textile industry during the 20th century, with continuing
technological innovations in machinery, synthetic fiber, logistics, and globalization of the
business. The business model that had dominated the industry for centuries was to change
radically. Cotton and wool producers were not the only source for fibers, as chemical companies
created new synthetic fibers that had superior qualities for many uses, such as rayon, invented in
1910, and DuPont's nylon, invented in 1935 as in inexpensive silk substitute, and used for
products ranging from women's stockings to tooth brushes and military parachutes.

Industry integration and global manufacturing led to many small firms closing for good during
the 1970s and 1980s in the United States, during those decades, 95 percent of the looms in North
Carolina, South Carolina and Georgia shut down, and Alabama and Virginia also saw many
factories close.

21st century:
In 2002, textiles and apparel manufacturing accounted for $400 billion in global exports,
representing 6% of world trade and 8% of world trade in manufactured goods. In the early years
of the 21st century, the largest importing and exporting countries were developed countries,
including the European Union, the United States, Canada and Japan.The countries with the
largest share of their exports being textiles and apparel were as follows (2002):

OBJECTIVES OF THE STUDY

 To know the effectiveness of advertising towards SREE LAKSHMI ORGANIC

COTTON INDUSTRY AT KARUR
 To understand the most effective media for advertisement for SREE LAKSHMI
ORGANIC COTTON INDUSTRY AT KARUR
 To find out the reasons for liking the advertisement of SREE LAKSHMI ORGANIC
COTTON INDUSTRY AT KARUR.
 To know about the demand & consumption of the products manufactured in the SREE
LAKSHMI ORGANIC COTTON INDUSTRY AT KARUR and thereby getting an
idea about market forecast.
 To study the various promotional offers which are offered by the SREE LAKSHMI
ORGANIC COTTON INDUSTRY AT KARUR to its various dealers and industrial
buyers so that much effort towards the promotion of their product is done.
RESEARCH METHODOLOGY

Research is a procedure of logical and systematic application of the fundamentals of

science to the general and overall questions of a study and scientific technique which provide
precise tools, specific procedure and technical rather than philosophical means for getting and
ordering the data prior to their logical analysis and manipulation. Different type of research
designs is available depending upon the nature of research project, availability of able manpower
and circumstances.

RESEARCH DESIGN:

The research design is the blueprint for the fulfillment of objectives and answering
questions. It is a master plan specifying the method and procedures for collecting and analyzing
needed information.

DATA COLLECTION METHODS:

The source of data includes primary and secondary data sources.

PRIMARY DATA:

Primary data has been collected directly from sample respondents through
questionnaire and with the help of interview.

SECONDARY DATA:

I was collected the secondary data from Standard textbooks, Newspapers, Magazines
and Internet sources.

RESEARCH INSTRUMENT:

Research instrument used for the primary data collection is Questionnaire.

SAMPLE DESIGN:
Probability Sampling.

SAMPLING TECHNIQUE:

Convenience

SAMPLE SIZE:

100 Respondents.

AREA OF STUDY:

SREE LAKSHMI ORGANIC COTTON INDUSTRY AT KARUR

STATISTICAL TOOL APPLIED:

 Percentage analysis.
 Bar chart
 Pie chart

SCOPE OF THE STUDY

 The study will attempt to find out the advantages level of products.
 The study can help to find out whether the advertisement is reached the target audience.
 The advertiser can identify the gap of improvement themselves.
 The study can find out whether the advertisement was educating the customer in right
way or not.

LIMITATIONS OF THE SUDY

 The project relied mainly on the primary data.

 Consumer gives very unclear picture.
 The study is based on limited sample.
 It begin my first attempt to undertake such a study, thus the inexperience is also an
obstacle to accomplish the project in a proper way.
  The main limitation was time. There was problem to contacting the businessmen and
servicemen due to shortage of time with them.
 The data is collected from the consumer is qualitative in nature. i.e. views, opinions and
perceptions. These factors may be changed from time to time.

CHAPTER II

LITERATURE REVIEW

LITERATURE REVIEW

According to Wheeler, “Advertising is any form of paid non-personal presentation of ideas,

goods or services for the purpose of inducing people to buy”.

According to William J. Stanton, “Advertising consists of all the activities involved in presenting
to a group a non-personal, oral or visual openly sponsored message regarding a product service
or idea. This message is called on advertisement is disseminated through one or more media and
is paid for by an identified sponsor”

1. Vijaykumari (1999),1 in her study on “Effectiveness of advertising with reference to

television and print media” analyzed the effectiveness of two popular advertisement
media viz. print and television and their impact on people. The researcher concluded that
the television advertisement has given more impact than advertisement in print media on
the people in their buying decisions, because it has the audio and visual medium and it
attracted viewers easily.
2. P.Akbarbatcha(2001)2 in his study entitled “Advertising industry –with special reference
to print media and intermediaries” analyzed the public opinion towards advertisement in
the print media. The researcher has attempted a specific study with reference to print
media and concluded that the print media played a vital role in the minds of the middle
class people.
3. Jacob Goldenberg et.al.(2002)3 in their article “How cross market communication can
create a major slump to sales” analyzed the effect of the parameters of communication
 across the early and main markets on saddle prevalence. The crossmarket communication
parameters have a considerable influence in determining the existence of saddle. In a
narrow range of relatively low values of the cross-market communications parameters,
there is no clear cut relationship between the values of their parameters and the existence
of saddle.
4. K.S Sujit et al (2003)4 in their article, “Liberalization and advertisement intensity in
Indian public limited companies” concluded that the Indian public companies have gone
up after the introduction of liberalization. This is due to the liberalization policy and an
increasing role of market mechanism. Market mechanism leads to opening up of
industries and brings competitiveness and hence firms try to maintain their market shares
through advertisement.
5. Shreekumar.K.Nair (2004)5 in his article “Emotional intelligence and consumer reactions
to emotional advertisements: a conceptual framework” found that emotional
advertisements probably work well on those consumers who have difficulty in delaying
the gratification of their urges or have a tendency to surrender easily to their impulsive
urges. That means, marketers were not successful in influencing the attitudes of high EQ
consumers using emotional appeals. They will have to find newer ways and means to
woo this market segments which was less prone to impulsive buying and more prone
intelligent buying. This implied that advertisements have to be more realistic and credible
if they ought to create some impact on emotionally intelligent consumers. It is essential
for marketers to study the perception, beliefs, attitudes, intentions of consumers and
other behavior patterns of emotionally intelligent individuals towards different types of
products before embarking on promotional campaigns.
6. Roli Seghal (2004)6 , in his article “Challenges faced in advertising of services –Use of
narratives” concluded that services are becoming progressively significant in all major
economies of the world. As the role of services increased in the market, so did the
enormity of research conducted in this area. Service marketing and service advertising
have also been under considerable study in the last two decades. Services are marked by
distinctive features of being intangible, perishable, heterogeneous and inseparable from
the provider. These features make advertising and communication of services a
challenging task.
7. Neeru Kapoor et al. (2005)7 in their article “Children’s understandings of TV
advertisements influence age, sex and parents” studied certain important implications for
the parents and they are policy makers. First, family, as a social unit, needs to play more
important role in mediating the influence of T.V advertisements on their children. Parents
should critically evaluate what their child watches on TV, resort to more of co-viewing of
TV advertisements and teach children how to become discerning viewers, better able to
protect themselves from the negative influences of TV’s advertisements. Secondly,
Television should be included in the school curriculum in a positive way. Teachers might
explain children about TV advertisements and how to extract the relevant information
from them. Thirdly, parents and teachers should publicly voice their concern over what
they consider harmful TV advertisements, especially during prime time or when children
are the 21 principal users of television. Fourthly, since large number of TV-viewers were
found to be highly influenced by TV advertisements, efforts should be made by the
Parents to encourage their children to take active part in education and sports activities,
so that their growing dependence on TV could be reduced resulting in their reduced
exposure to TV advertisements. Fifthly, the government all over the world should
articulate well-defined and comprehensive policies on television advertising especially
with regard to children.
8. Andrew Cole,(2005)8 in his article “The rise of Telemedia titans” predicted a new
industry structure about burst on to the scene. The growing ties between wireless and
wire line services portend an imminent convergence-and possible clash of the titans of
the telecommunications and media industries. The result would be Telemedia, a new
market that blends services from both camps, television and cell phones, music and
internet. Newly reconfigured companies, such as time Warner, will have a profound
impact in forgoing a new industry.
9. T. Kalai Selvi (2005)9 in her article “Advertising: the wings of tourism industry”
conducted that the realities have been changing. The business networks are ever
widening, incomes increasing and educational services are sought beyond borders and
there has been considerable care for health and adoration for the tradition and culture, as
never before. The country also offers an attractive ground for the global players. These
changes have made one look at tourism industry with a different perspective. With a fresh
 look, the advertising planning has to reengineered in the industry to remind this dragon
industry of its potential to fly.
10. Amitjain et al. (2005) in their article on “Distribution and retailing trends in rural
markets” analyzed the better understanding of rural consumer’s psyche and problems
faced with the existing system. They concluded that the companies had to increase
awareness about these options amongst rural consumers. Companies had to design proper
communication and marketing strategies to prevent imitation and counterfeiting of their
products. The need of the hour is correct, profiling of rural consumers and detailed study
of rural buying behaviors and purchasing patterns in rural markets
11. . Judith A. Garretson et al. (2005) in their article “The role of spokes characters as
advertisements and cues in integrated marketing communications” examined various
integrated marketing communications(IMC),strategies combinations, effects related to
the use of spokes character versus verbal attributes, advertiser, coordination, character
relevancy and the presence of new, favorable brand information for cognitive resources
on packages based on conceptual rationales encoding specificity, net work associations
and the elaboration likelihood model, empirical evidence that pertains to the potential
benefits of including spokes character campaigns. Specifically, the use of spokes
characters results in more favorable band even when brand attributes recall is affected
adversely by deviations from the primary conveyed in the IMC campaigns.
12. Sukanya Ashokkumar (2005) in her article “Comparative advertising and brand equity”
found that comparative advertisements have been appearing for quite some time now and
it is quite likely that consumers might have formed opinions about these advertisement in
general. The opinions that the audience would develop over a period 23 of time, with
reinforcements, crystallize into attitude and further lead to stereotyping of such
advertisements. This article made an attempt to link comparative advertisements with
brand equity.
13. Jacquelyn S. Thomas et al. (2005) in their article “Managing marketing communications
with multi channel customers” presented a process of managing marketing
communications with multi channel retail customers by leveraging enterprise-level data
to understand and predict customers channel choices over time . The process begins with
identifying relevant factors that differentiate between customers who use different
 channels. It continuous with developing a communication strategy for existing customers
and ends with predicting the right communication strategy for prospects and new
customers.
14. Amit Kumar Sinha (2005) in his article, “Gender differences among adolescents as
influences and impact of communications in the family purchase decision” analyzed the
role measures of adolescents, the difference between male and female adolescents and
their influencing role in family purchase and measured the difference between male and
female adolescents in the communication and their impact on family purchase. The
researcher concluded that a significant difference between male and female adolescents
in the family purchase has made a case for further exploration. The communication
between parents and adolescents is one of the openness, irrespective of gender difference.
Apart from this, it was felt necessary to understand in depth, the role of measures of
adolescents.
15. Anand Thakur et al (2006) in their article “Rural consumer: an opportunity beyond
saturated markets” expressed the present need to focus on the rural markets. This is of
paramount importance in the marketing environment as rural and urban markets in our
country are so diverse in nature that marketing programme cannot be successfully
extended to rural markets. The buying behavior demonstrated by the rural Indian differs
tremendously when compared to a typical urban Indian. Further values, aspirations and
needs of the rural people vastly differ from those of urban population. Basic cultural
values in rural India have not faded yet. Buying decision is still made by the eldest male
members in rural family, whereas even children are influenced by customs, traditions and
belief in the rural market. Many rural purchases require collective social sanction unheard
of in urban areas
16. . Philip Hans Franses et al (2006) in their article “Estimating confidence for advertising
effect duration intervals.” Explained that the duration interval measures the dynamic
impact of advertising on sales. To be more precise, the presentation during the intervals
measures the time lag between the advertising impulse and the moment that presentation
has decayed. This article strives to examine the duration interval for a dynamic model
linking sales to advertising and most important and to put forward a method to provide
confidence bounds around the estimated duration interval.
17. Crystal Antonia Russell et al. (2006) in their article,“Consumers, characters and
products” examined the influence of product placement in TV serial comedies on
consumer attitudes towards the products. Processing a “balance model of sitcom product
placement effects”, the study integrates genre theory to analyze character – 25 product
association in sitcom, practocide theory to consider consumer-character referential
relations and balance theory to address the main research issue of the way that
characters’, relations to products and consumers’ relations to the characters, effect of
consumers’ attitudes towards the products. The study finds support in the predictions that
consumers’ align their attitudes toward product with the characters attitudes to products
and that this process has driven by the consumers attachment to the characters.
18. Pamela Miles Homer (2006) in his article “Relationship among ad-induced affect, beliefs,
and attitudes” concluded that in spite of a wealth of empirical attention directed at
understanding the structural relationship among affect, cognition, and attitude, the task
and settings in many of these studies have initiated the relative impact of cognition in the
persuasion process. The studies have used an effectively driven advertising context.(i.e
TV commercial void of product - relevant information cues) to demonstrate (1) that
positive and negative form of affect operate differently and (two) that their direct and
indirect effects on attitude are influence by brand familiarity cognition played a less
dominant role in the attitude formation process for an unknown brand compared to
situations in which consumers held pre existing impressions(i.e for well-known brands).
A means –end model approach is used to link concrete and abstract forms of cognition
(i.e brand belief and attitudes).
19. G.Kavitha (2006) in her article, “A study on the effectiveness of the advertising
techniques used in the personal segment of women consumers” highlighted the terms of
media habits of women and studied effectiveness of advertisement techniques used in
television commercials on women. The researcher found that the advertisement which
had the highest recall were not necessarily the advertisement that were best liked. The
disliking advertisement might not necessarily affect purchase consideration.
20. Dr. M. Dhanabakyam et al (2006) in their article on “Ethics in advertisement and its
impact” assessed the impact of ethical advertisement and the effectiveness advertisement
for good impact on the consumer awareness. They concluded that the government should
 introduce strict policy, norns, standards and regulations for advertising content and
practice.
21. Smita Sharma (2006) in her article “Celebrity endorsement ‘focused on the influences of
celebrity endorsement.” She stated that celebrities can increase consumers’ awareness of
the advertisement, capture their attention and make advertisement more memorable.
22. Carrie La Ferele et al (2006) in their article “Product placement” examined the
prevalence of product placement in prime-time TV, while providing clues for tackling the
measurement issue of this emerging industry. Content analysis was used to capture
placement techniques in various types of programming, including storied programming,
and non-storied programming as well as to examine differences between plugs and
placements. Consumer product placements were differentiated from other types of brand
placement, such as services, and entertainment. Finally, the growth of placements was
contrasted with data from five years earlier. The findings reveal many similarities with
earlier research, but also suggest that much work is still needed to maximize the
effectiveness of product placement among marketers
23. Tine Faseur et al (2006) in their article “Different positive feeling leading to different
advertisement evaluations” examined the debate about the valence based
multidimensional views of feelings. The impact of three different positive context and
advertisement-induced feelings on advertisement effectiveness was compared. Support
for the multidimensional view of feeling was found in the sense that advertisement - and
context-evoked coziness, excitement and romance had a different impact on
advertisement evaluations. In addition, a significant interaction between advertisement -
and context induced feeling indicated that advertisements that were exciting, romantic
and cozy scored best in feeling-communed context.
24. Daniel J. Howard et al (2006) in their article “Broadening the scope of reference price
advertising- a field study of consumer shopping involvement” analyzed the current
understanding of reference pricing requires broadening to reflect correct advertising
practices and shopping behavior. The findings yield two insights for advertising. First
reference pricing result in favorable price perceptions and store intentions only when
consumers are shopping for a product. Secondly, when consumers are shopping for a
 product, reference pricing paired with limited-time availability resulted in favorable price
perceptions.
25. S.John Gabrief (2006) in his article “Impact of television advertisement on youth”
concluded that toady’s youth are no fools and are far more sophisticated than they were
20 years age , when many of today’s youth advertising guidelines were written. Because
of the combination of color, sound and action, television attracts more viewers than any
other medium (with the exception of cinema). TV is perceived 28 as a persuasive
medium of communication. Moreover, the youth is treated as “special audience”.
26. Young Zhang et al (2006) in their article “Response to humorous advertisements”
investigated the relationship between audience involvement in a critical audience state in
humorous advertising and the response to humorous advertisements. It is hypothesized
that the degree to which the audience is involved with the advertisements. Determines
how the advertisement humor is processed because the functions that advertisement
humour plays vary depending on the state of audience involvement. An experiment
involving 360 participant tested the hypothesis. The results support the conceptualization
of the roles of humour and the moderating function of audience involvement.
Specifically, for products that are not intrinsically humorous, advertisement humor is
more effective in influencing audience attitudes towards both, the advertisements and
brand involvement is relatively low rather than high. Implications are discussed with
regard to formulating advertising strategies employing humour as a device.
27. T.Frank Sunil Justus et al. (2007) in their article “Surrogate advertising –the positive
side” expressed surrogate advertising is duplicating the brand image of one product
extensively to promote another product of the same brand. This advertisement gimmick
has its genesis in UK. Where English housewives protested against liquor advertisements
as they felt that these advertisements were weaning their husbands’ away from them and
hence perceived as a threat. The imagery used in most of the commercial is that which
one can associate with alcohol. Surrogate advertising is not limited to whiskies and
brandies. The recent elections provided some glaring 29 examples. The election
commission gives guidelines where the campaign has to stop within a certain time.
28. Swati Balaji (2007) in her article, “Designing a rural communication strategy” conducted
a study in three districts of UP viz, Allahabad, Bhadobi and Morabadad covering a cross
 section of villages. The objectives of the study was to understand the unique mindset of
the rural consumer and how that knowledge could help in developing appropriate strategy
. In conclusion, it is clear, that along with a good comprehension of the market dynamics,
a clear understanding of rural customs, belief perceptions and aspirations particularly
with regard to the product category in question, is an absolute necessity. For only when
communicator is aware of the emotional triggers of various stimuli could any truly
effective communications strategy be developed.
29. Shanthi Naichappan (2007) in her article “Most popular advertisements” expressed that
now a days, people go to movie theatre to enjoy advertisement rather than movies. The
quality of advertisements has been admired by many of us in the recent past. This
includes advertisements like India shining, hutch and aids advertisements. The public
appreciate all the three advertisement as they are unique in nature entertaining and
informative.
30. Dr. C. Anamdan et al, (2007) in their article “A study on brand preference of washing
soaps in rural areas” Found that quality was the major driver to prefer a particular brand
in washing soaps in the rural market. If preferred brands were not available, customers
buy the available brands. It is found that there was a significanrrelationship between the
age of the respondents and the factors influencing the customer’s brand preferences. It is
also found that there was no significant relationship between the type of income of the
respondents and the factors influencing the customers brand preferences. High price and
non-availability were the key reasons for dissatisfaction of the rural consumers.
31. R.Rengith Kumar (2007) in his article “An evaluation of television advertising of masala
powder in Pollachi (Tamil Nadu)” found that advertisement influenced product purchase,
of consumer in a non-durable product like Masala powder, the main factor is the quality.
Advertisement created more brand awareness and it influences the consumers when more
than a dozen brands of Masala powder are competing and fighting to create mass
awareness and sales.
32. Rajesh Shinde (2007) in his article “Recent facts consumer behavior” “A case of rural
market” explained that rural India has more than 70 percent population in 6.27 lakh
villages which has a huge market for FMCG products. The entire income group
purchased the FMCG product, but their brands differed from each other. The place of
 purchase, which the rural consumer preferred, was the weekly market, which was a good
channel of distribution of FMCGs. Moreover the youth who visit the towns and cities are
influenced by the city culture and it is reflected in their purchasing decision. Overall, the
marketer should understand the customer before taking up the road to the rural market.
33. Kervin T. Shanahan et al. (2007) in their articles “Truths, Half-Truths, and Deception”
expressed the difference in emotional response to the advertisement, overall attitude
towards the advertisement and perceived social responsibility of the sponsor. These were
tested across four types of public service announcements. The four types of anti drunk
driving advertisement include employing truth in advertising, implicative, actor portrayal
disclosure and deceptive advertising. The research found that the use of real victims in
print advertisements PSA, garners the strongest emotional response, the most positive
attitude advertisement, strongest perceived social responsibility and the highest
productivity to denote to the non-profit. Conversely, the use of deceptive advertising is
not advertising is not significantly different from using an actor portrayal disclosure as
perceived social responsibility and emotional response to the advertisement.
34. Lynne Eagle (2007) in his article “Commercial media literacy” explained that the
commercial sponsored media literacy initiatives aimed at education of children. The
persuasive nature of advertising was evaluated against implicit theories underlying their
use, criticizing the motivation behind their implementation and the effectiveness of
evidence. Media literacy interaction analysis should be situated more explicitly within the
context of the age-related development of cognitive skills and also within debate
regarding possible negative impacts of persuasive communication. In addition, the
debate, the development of future interventions and research into the complex
combination of factors influencing dietary and life style choices should incorporate
evolving media forms, media convergence and the blurring of advertising, information
and entertainment.
35. Ashish Points (2007) in his article, “TV Scrolling advertising services at Doordarshan”
expressed that TV scrolling services is the form of advertising services wherein the text
messages are displayed at the bottom of the TV screens and the messages are repeated
over a period continuously giving it a scrolling effect. Initially TV scrolling was
extensively used for the broad casting of social messages, issue of warnings regarding
 floods and cyclones. Subsequently the TV scrolling service has been developed for the
commercial purpose also TV scrolling service of Doordarshan is in the evaluation stage.
Each relay centre would have its own experience. Challenges have to be faced with
limited staff and resources. But if the TV scroll service of doordharshan has been
established and sustained, there was need to accept the challenges and also seek the
solution to the problem.
36. Dr.Karumesh Saxena et al (2007) in their article “An empirical study of compatibility of
advertising channels and products categories” explained the fiercely competitive
pressures that have led to the adoption of innovative marketing practices. In recent times
the growth and penetration of electronic media has tremendously increased. The
marketers have attempted to a create niche for their product and services. Against that
back drop an attempt has been made in this paper to empirically analysis the form of
advertising channels with appropriate products categories. The findings of the study
reveal the sharp contrast regarding the different categories of TV channels. It implies
clearly from the forgoing analysis that the advertisers carefully select the appropriate TV
channel space to reach the targeted audience. It not only makes sound business sense on
their part but it is convenient for the customers as well to make more informed decision
about whether to buy those and services or not.
37. Swetha Tanwar (2007) in her article “Ambient media advertising : A new era of
creativity,” expressed the ambient media communication platforms that surround us in
every day life. These are innovative and rapidly expanding the scope of our home
advertising media. Ambient media imposes an impression on consumers when they
perhaps were not ready to receive which, means that they were not prepared to ignore
advertisement either. In India the advertising industry’s landscape has changed
completely and as one move from traditional advertising media like radio and television
to an idea centric media, clients now have huge interest in any new way of getting their
message out to the consumers who were no longer listening. It ahs become a part of
Indian advertising scene also.
38. Dr.Sabita Mahapatra (2007) in her article “Impact of emotive advertisements” expressed
that advertisements should provide the pictures of reality and different kinds of people
and the kind of lives they could lead. Advertisements should offer not only a product but
 also a life style. The effect largely depends on finding out the stages of the consumers
and their present dominating needs. It is found that many consumers not only the needed
to be assured of their worth, but also needed to feel special. In order to effectively
persuade, advertisements should associate certain values such as love, friendship,
neighborliness, pleasure, happiness, and sexual attraction and genes of power thereby
transferring these values are attitude to the product. “Advertising has particular function
in evoking emotions and feeling through the promise of pleasure and then connecting
them to the purchase or possession of a product. Therefore, an image of emotion
combined with confidence and power was what should be portrayed in the
advertisements.
39. MaisSukkar et al. (2007) in their article “Advertising in the middle east: Exploring the
impact west” expressed that the language of advertising is family connected to cultural
norms, which in turn have an influence on modes of advertising which hinges upon
devising creative ways to match the advertising content with socio-cultural norms and the
legal environment of any particular country. Advertising must consider differences
among countries in the international scene, taking into the account factors such as cultural
media availability in the stage of industrial development there is a call of shift from
studying the words cultural studying the process of hybridization. However the researcher
knows too little about the Middle East in marketing to follow that path yet. It is the
intention of this study to stimulate through about the region to better inform marketing
practice and research in future
40. . Bhawna Garg (2007) in her article “Rural marketing study of consumer behavior with
reference to hair oil” analyzed the factors influencing brand choice regarding various
products. The researcher observed that television advertisement had deep impact on the
minds of consumers in villages. It was found that majority of the respondents had
changed their brand of hair oil through television advertisements.
41. Sudas Roy et al (2007) in their article “Psychographics and it effect on purchase
frequency –a study of college-goers kolkata India” analyzed the psychographic
characteristics of village college-goers of urban India and also underlined the effect of
psychographics on the frequency of purchase of different products/ services by them.
AIO (Activities interest and Opinions) inventory and the List of value (LOV) scale were
 used to understand the psychographics of the target population. Frequency of purchase of
the products and services was also noted. It was found that the 35 psychographics had a
strong correlation with product/ services groups with similar purchase frequencies.
Specifically, there would be a better match between product and communication sign of
the marketer with the needs of the frequent purchaser. This would ultimately lead to more
sales and profit for business organizations.
42. Kim Shyam Fam et al (2008) in their article “A study of liked/ disliked television
commercials in India” analyzed what contributes to advertising like ability and
advertising dislike ability in India by surveying the respondents in Mumbai. The study
identifying the seven likable attributes namely “entertaining, ‘warmth’, strong/distinct/
sex; ‘soft sell ‘’relevant to me’ ‘trendy/modernity/stylish;, and status appeal. Some of
these attributes were similar to previous studies while others are uniquely Asian based
attributes. For dislikeability, the adjectives in these attributes were mostly behavioral
related. the liking and disliking of the commercials were attributed to general Indian
values., family values and religious adherence. For international marketers interested in
advertising in the Indian market. It must be remembered that culture plays an important
role in consumer perspectives and attributes, and so marketers must be take into account
local sensitives. Further research is suggested to gain an understanding of advertising
likeability and dislikability and purchase intention
43. . Jullian Villanueva et al (2008) in their article, “The impact of marketing induced verus
word-of- mouth customer acquisition on customer equity growth” analyzed investments
or companies could acquire customers through costly but fastacting marketing
investments or through slower but chapter word-of-mouth processes. Their log term
success depends critically on the contributing of each acquired 36 customer to overall
equity. An application to a web hosting company reveals that marketing-induced
customers add more short-term value word-of-mouth customers add nearly twice as much
long term value to the firm.
44. Dr. Rashmiprakash (2008) in her article, “The role of women in advertisement”
concluded that advertisements seem to be obsessed with gender and seuality and continue
to represent an arena in which gender display plays a major role. Television has a wide
reach and it could be effectively utilized to empower women through innovative
 programs. Women are aware that he trends in advertisements in particular and the media t
large. Are to seen within the broad historical social context. Many women and men
professionally engaged in advertising do have sensitive consciences. High ethical
standards. But even for them external pressures-from the events who commission their
work as well as from the competitive internal dynamic professioncould create powerful
inducements to unethical behavior. Peter .

CHAPTER-III

DATA ANALYSIS AND INTERPRETATION

TABLE 3.1:

TABLE SHOWING THE AGE OF THE RESPONDENT

SL.NO AGE NO OF THE PERCENTAGE

RESPONDENT
1 20-30 years 26 26.0
2 30-35 years 30 30.0
3 35-40 years 22 22.0
4 Above 40 years 22 22.0
TOTAL 100 100
Source: Primary Data

INTERPRETATION:
From the table we can analyze that the 26% of the respondent says that employee age are 20-30
years, 30% of the respondent says that employee age are 30-35 years, 22% of the respondent
says that employee age are 35-40 years, and 22% of the respondent says that employee age are
above 40
 CHART 3.1:

CHART SHOWING THE AGE OF THE RESPONDENT

AGE OF THE RESPONDENT

30

25
PERCENATGE

20
30
15 26
22 22
10

0
20-30 years 30-35 years 35-40 years Above 40
years
AGE

.
 TABLE 3.2:
TABLE SHOWING THE GENDER OF THE RESPONDENT

SL.NO GENDER NO OF THE PERCENTAGE

RESPONDENT
1 Male 50 50.0
2 Female 50 50.0
TOTAL 100 100
Source: Primary Data

INTERPRETATION:
From the table we can analyze that the 50% of the respondent are male, 50% of the respondent
are female.

CHART 3.2:
CHART SHOWING THE GENDER OF THE RESPONDENT
 GENDER OF THE RESPONDENT

Male
50 50
Female

TABLE 3.3:
TABLE SHOWING THE EDUCATIONAL QUALIFICATIONS OF THE
RESPONDENT

SL.NO EDUCATIONAL NO OF THE PERCENTAGE

QUALIFICATIONS RESPONDENT

1 SSLC 25 25.0
2 HSC 29 29.0
3 Graduate 23 23.0
4 Post graduate 23 23.0
Total 100 100
Source: Primary Data
 INTERPRETATION:
From the table we can analyze that the 25% of the respondent are qualified that the SSLC, 29%
of the respondent are qualified that the HSC, 23% of the respondent are qualified that the
Graduate and 23% of the respondent are qualified that the Post graduate.

CHART 3.3:
CHART SHOWING THE EDUCATIONAL QUALIFICATIONS OF THE
RESPONDENT
 Chart Title
30

25

PERCENTAGE 20

15 29
25 23 23
10

0
SSLC HSC Graduate Post graduate
EDUCATIONAL QUALIFICATION

TABLE 3.4:
TABLE SHOWING THE INCOME OF THE RESPONDENTS
 SL.NO INCOME NO OF THE PERCENTAGE
RESPONDENT
1 10000-20000 24 24.0
2 20000-30000 30 30.0
3 30000-40000 25 25.0
4 Above 40000 21 21.0
TOTAL 100 100
Source: Primary Data
INTERPRETATION:
From the table we can analyze that 24% of the respondent are earn the monthly income is
10000-20000, 30% of the respondent are earn the monthly income is 20000-30000, 25% of the
respondent says that are earn the monthly income is 30000-40000, and 21% of the respondent are
earn the monthly income is Above 40000.
 CHART 3.4:
CHART SHOWING THE INCOME OF THE RESPONDENTS

35
INCOME OF THE RESPONDENTS
30

25
PERCENATAGE

20

15 30
24 25
10 21

0
10000-20000 20000-30000 30000-40000 Above 40000
INCOME
 TABLE 3.5
TABLE SHOWING THE EXPERIENCE OF THE RESPONDENT

SL.NO EXPERIENCE NO OF THE PERCENTAGE

RESPONDENT
1 1-2years 24 24.0
2 2-3 year 30 30.0
3 3-4 year 25 25.0
4 Above5years 21 21.0
TOTAL 100 100
Source: Primary Data

INTERPRETATION:
From the above table we can analyze that they 26% of the respondent are working in this
organization 1-2 years’ experience, 28% of the respondent says working in this organization 2-3
years’ experience, 25% of the respondent working in this organization 3-4 years’ experience, and
21% of the respondent working in this organization from above 5 years’ experience.
 CHART 3.5
CHART SHOWING THE EXPERIENCE OF THE RESPONDENT

EXPERIENCE OF THE RESPONDENT

21 24

1-2years

25 2-3 year
30 3-4 year
Above5years
 TABLE 3.6
TABLE SHOWING THE TYPE OF FUNCTION YOU ARE PERFORMING

SL.NO FUNCTION YOU NO OF THE PERCENTAGE

ARE RESPONDENT
PERFORMING
1 Retailer 34 34.0
2 Dealer 33 33.0
3 Both 33 33.0
TOTAL 100 100
Source: Primary Data

INTERPRETATION:
From the above table we can analyze that the 34% of the respondent says that type of function
you are performing are retailer, 33% of the respondent says that function you are performing are
dealer, 33% of the respondent says that type function you are performing are both.
 CHART 3.6
CHART SHOWING THE TYPE OF FUNCTION YOU ARE PERFORMING

TYPE OF FUNCTION YOU ARE

34
33.8
PERFORMING
33.6
PERCENTAGE

33.4
34
33.2
33
32.8 33 33
32.6
32.4
Retailer Dealer Both
TYPE OF FUNCTION YOU ARE PERFORMING
 TABLE 3.7:

TABLE SHOWING THE SINCE HOW LONG ARE YOU ASSOCIATED WITH THE
DEALERS

SL.NO ASSOCIATED WITH NO OF THE PERCENTAGE

THE DEALERS RESPONDENT
1 >4 Years 25 25.0
2 >8 Years 25 25.0
3 >l2 Years 25 25.0
4 >16 Years 25 25.0
TOTAL 100 100
Source: Primary Data

INTERPRETATION:
From the above table we can analyze that the 25% of the respondent are says that associated with
the dealers are >4 Years, 25% of the respondent are says that associated with the dealers are >8
Years, 25% of the respondent are says that associated with the dealers are >l2 Years, 25% of the
respondent are says that are you associated with the dealers are >16 Years
 CHART 3.7:

CHART SHOWING THE SINCE HOW LONG ARE YOU ASSOCIATED WITH THE
DEALERS

ASSOCIATED WITH THE DEALERS

25

20
PERCENTAGE

15
25 25 25 25
10

0
>4 Years >8 Years >l2 Years >16 Years
ASSOCIATED WITH THE DEALERS
.

TABLE 3.8:

TABLE SHOWING THE HOW MANY GO DOWNS DO YOU HAVE

 SL.NO MANY GO DOWNS NO OF THE PERCENTAGE
DO YOU HAVE RESPONDENT
1 1 20 20.0
2 2 20 20.0
3 3 20 20.0
4 4 20 20.0
Morethan4 20 20.0
TOTAL 100 100
Source: Primary Data

INTERPRETATION:
From the above table we can analyze that the 25% of the respondent are says that go downs do you
have are 1, 25% of the respondent are says that go downs do you have are 2, 25% of the respondent
says that go downs do you have are 3, 25% of the respondent are says go downs do you have are 4,
25% of the respondent are says that go downs do you have are Morethan4.
 CHART 3.8:

CHART SHOWING THE HOW MANY GO DOWNS DO YOU HAVE

20
HOW MANY GO DOWNS DO YOU
18 HAVE
16
14
PERCENTAGE

12
10 20 20 20 20 20
8
6
4
2
0
1 2 3 4 Morethan4
HOW MANY GO DOWNS DO YOU HAVE
 TABLE 3.9

TABLE SHOWING THE WHETHER THE GO DOWNS ARE

SL.NO WHETHER THE NO OF THE PERCENTAGE

GO DOWNS ARE RESPONDENT
1 Hired 50 50.0
2 Personal 50 50.0
TOTAL 100 100
Source: Primary Data

INTERPRETATION:
From the above table we can analyze that the 50% of the respondent are says that whether the go
downs are Hired, 50% of the respondent are says that whether the go downs are Personal.
 CHART 3.9

CHART SHOWING THE WHETHER THE GO DOWNS ARE

WHETHER THE GO DOWNS ARE

50 50
Hired
Personal
 TABLE 3.10:

TABLE SHOWING THE WHA1 TYPE OF PRODUCTS DO YOU DEAL IN

SL.NO PRODUCTS DO NO OF THE PERCENTAGE

YOU DEAL RESPONDENT
1 Steel Products 33 33.0
2 Aluminum Materials 34 34.0
3 All type of raw 33 33.0
Materials
TOTAL 100 100
Source: Primary Data
INTERPRETATION:
From the above table we can analyze that the 33% of the respondent are says that products do
you deal in are steel products, 34% of the respondent are says products do you deal in are
aluminum materials, 33% of the respondent are says that products do you deal in are all type of
raw materials
 CHART 3.10:

CHART SHOWING THE WHA1 TYPE OF PRODUCTS DO YOU DEAL IN

34.2
34
TYPE OF PRODUCTS DO YOU DEAL
33.8
PERCENATAGE

33.6
33.4
33.2 34
33
32.8
33 33
32.6
32.4
Steel Products Aluminum Materials All type of raw
Materials
TYPE OF PRODUCTS DO YOU DEAL

.
 TABLE 3.11:

TABLE SHOWING THE WHAT MARKET DO YOU OPERATE IN

SL.NO OPINION NO OF THE PERCENTAGE

RESPONDENT
1 Local Market 50 50.0
2 Local and Outside 50 50.0
Market
TOTAL 100 100
Source: Primary Data
INTERPRETATION:
From the above table we can analyze that the 50% of the respondent are says that you operate in
are local market, 50% of the respondent are says that you operate in are local and outside
markets.
 CHART 3.11:

CHART SHOWING THE WHAT MARKET DO YOU OPERATE IN

WHAT MARKET DO YOU OPERATE

Local Market
50 50
Local and Outside Market
 TABLE 3.12:

TABLE SHOWING THE NUMBER OF STAFF DO YOU HAVE IN YOUR SREE

LAKSHMI ORAGNIC COTTON INDUTRY

SL.NO NUMBER OF NO OF THE PERCENTAGE

STAFF RESPONDENT
1 500 26 26.0
2 400 25 25.0
3 800 26 26.0
4 More than 1000 23 23.0
TOTAL 100 100
Source: Primary Data

INTERPRETATION:
From the above table we can analyze that the 26% of the respondent are says that staff working
in this company 500, 25% of the respondent are says that staff working in this company are 400,
26% of the respondent are says staff working in this company are 800, 23% of the respondent are
says that staff working in this company More than 1000.

CHART 3.12:

CHART SHOWING THE NUMBER OF STAFF DO YOU HAVE IN YOUR SREE

LAKSHMI ORAGNIC COTTON INDUTRY
 26
NUMBER OF STAFF DO YOU HAVE
25.5
25

PERCENATAGE
24.5
24 26 26
23.5 25
23
22.5 23
22
21.5
500 400 800 More than
1000
NUMBER OF STAFF DO YOU HAVE

TABLE 3.13:
 TABLE SHOWING THE QUALITY ATTRIBUTES FOR MEASURING&CUTTING
MATERIALS YOU PREFER MOST IN TERMS OFCUSTOMER PREFERENCES

SL.N QUALITY ATTRIBUTES NO OF THE PERCENTAGE

O FOR MEASURING RESPONDENT
1 Smoothness 25 25.0
2 Brightness 25 25.0
3 Bulk 25 25.0
4 Opacity 25 25.0
TOTAL 100 100
Source: Primary Data
INTERPRETATION:
From the above table we can analyze that the 26% of the respondent are says that Measuring
cutting materials you prefer most are 500, 25% of the respondent are says that materials you
prefer most are 400, 26% of the respondent are says that materials you prefer most are 800, 23%
of the respondent are says that materials you prefer most are Mon: than 1000.
 CHART 3.13:

CHART SHOWING THE QUALITY ATTRIBUTES FOR MEASURING&CUTTING

MATERIALS YOU PREFER MOST IN TERMS OFCUSTOMER PREFERENCES

QUALITY ATTRIBUTES FOR

25
MEASURING
20
PERCENATAGE

15
25 25 25 25
10

0
Smoothness Brightness Bulk Opacity
QUALITY ATTRIBUTES FOR MEASURING
 TABLE 4.14:

TABLE SHOWING PROBLEM HAS YOU GENERALLY FACED WITH COTTON

INDUSTRY

SL.NO PROBLEM HAS NO OF THE PERCENTAGE

YOU GENERALLY RESPONDENT
1 See thoroughness 25 25.0
2 collecting waste 25 25.0
materials
3 Cutting Operations 25 25.0
4 Other 25 25.0
TOTAL 100 100
Source: Primary Data
INTERPRETATION:
From the above table we can analyze that the 25% of the respondent are says that faced with
cotton products are see thoroughness, 25% of the respondent are says faced with cotton products
are collecting waste materials, 25% of the respondent says that y faced with cotton products are
cutting operations, 25% of the respondent says that faced with Cotton products are Other.
 TABLE 4.14:

TABLE SHOWING PROBLEM HAS YOU GENERALLY FACED WITH COTTON

INDUSTRY

100%
PROBLEM HAS YOU GENERALLY
90% FACED
80%
PERCENATAGE

70%
60%
50% 25 25 25 25
40%
30%
20%
10%
0%
See collecting Cutting Other
thoroughness waste Operations
materials
PROBLEM HAS YOU GENERALLY FACED
 TABLE 4.15:

TABLE SHOWING THE PLACE OF ORDER AND HOW FREQUENTLY

SL.NO THE PLACE OF NO OF THE PERCENTAGE

ORDER RESPONDENT
1 Weekly 26 26.0
2 Fortnightly 24 24.0
3 Monthly 25 25.0
4 Once (in a whole 25 25.0
year)
TOTAL 100 100
Source: Primary Data
INTERPRETATION:
From the above table we can analyze that the 26% of the respondent are says that place the
order and how frequently are weekly, 24% of the respondent are says that order and how
frequently are fortnightly, 25% of the respondent are says that order and how frequently are
monthly, 25% of the respondent says that place the order and how frequently are once (in a
whole year).
 CHART 3.15

CHART SHOWING THE PLACE OF THE ORDER AND HOW FREQUENTLY

26
PLACE OF THE ORDER
25.5
PERCENTAGE

25

24.5 26

24 25 25

23.5 24

23
Weekly Fortnightly Monthly Once (in a
whole year)
PLACE OF THE ORDER

TABLE 3.16:

TABLE SHOWING THE WHERE DO YOU PURCHASE THE COTTON PRODUCT

SL.NO WHERE DO YOU NO OF THE PERCENTAGE

PURCHASE RESPONDENT
1 Supply Raw Material 51 51.0
2 Directly from the 49 49.0
Factory
TOTAL 100 100
 Source: Primary Data
INTERPRETATION:
From the above table we can analyze that the 51% of the respondent are says that purchase the
cotton products are supply raw material, 49% of the respondents are says that purchase the
cotton products are directly from the factory.

TABLE 3.16:

TABLE SHOWING THE WHERE DO YOU PURCHASE THE COTTON PRODUCT

WHERE DO YOU PURCHASE THE COTTON

PRODUCT

49 51
Supply Raw Material
Directly from the Factory
 TABLE 3.17

TABLE SHOWING THE ARE ADVERTISEMENTS REQUIRED TO SERVE THE

PURPOSE BETTER

SL.NO ADVERTISEMENT NO OF THE PERCENTAGE

S REQUIRED RESPONDENT
1 Yes 51 51.0
2 No 49 49.0
TOTAL 100 100
Source: Primary Data
INTERPRETATION:
From the above table we can analyze that the 51% of the respondent are agree that
advertisements required to serve the purpose, 49% of the respondent are disagree that
advertisements required serving the purpose.
 CHART 3.17

CHART SHOWING THE ARE ADVERTISEMENTS REQUIRED TO SERVE THE

PURPOSE BETTER

ADVERTISEMENTS REQUIRED TO
51 SERVE
50.5
PERCENTAGE

50
51
49.5

49
49
48.5

48
Yes No
ADVERTISEMENTS REQUIRED TO SERVE
 TABLE 3.18:

TABLE SHOWING THE BRAND AMBASSADOR & THEN ADVERTISING FOR THE
COTTON S PRODUCTS WOULD BE HELPFUL IN GENERATING

SL.NO BRAND NO OF THE PERCENTAGE

AMBASSADOR RESPONDENT
1 Yes 52 52.0
2 No 48 48.0
TOTAL 100 100
Source: Primary Data

INTERPRETATION:
From the above table we can analyze that the 52% of the respondent are satisfied that they
Ambassador or then advertising for the cotton products, 48% of the respondent are dissatisfied
that they then advertising for the cotton products are No.

TABLE 3.18:

TABLE SHOWING THE BRAND AMBASSADOR & THEN ADVERTISING FOR THE
COTTON S PRODUCTS WOULD BE HELPFUL IN GENERATING

BRAND AMBASSADOR & THEN

ADVERTISING
48 52
Yes
No

TABLE 3.19:

TABLE SHOWING THE WHO IS YOUR FREQUENT CONSUMERS

SL.NO YOUR FREQUENT NO OF THE PERCENTAGE

CONSUMERS RESPONDENT
1 Corporate Professionals 26 26.0
2 Home Appliances 24 24.0
3 Motor Companies 25 25.0
4 Engineering Works 25 25.0
 TOTAL 100 100
Source: Primary Data

INTERPRETATION:
From the above table we can analyze that the 26% of the respondent are says that
frequent consumers are corporate professionals, 24% of the respondent are says that frequent
consumers are home appliances, 25% of the respondent are says that consumers are motor
companies, 25% of the respondents are says that consumers are engineering works.

CHART 3.19:

CHART SHOWING THE WHO IS YOUR FREQUENT CONSUMERS

 26
YOUR FREQUENT CONSUMERS
25.5

PERCENTAGE
25

24.5 26

24 25 25

23.5 24

23
Corporate Home Motor Engineering
Professionals Appliances Companies Works
YOUR FREQUENT CONSUMERS

TABLE 3.20

TABLE SHOWING THE CURRENT PACKAGING OF COTTON PRODUCTS

ATTRACTIVE & SAFE
 SL.NO CURRENT NO OF THE PERCENTAGE
PACKAGING RESPONDENT
1 Yes 50 50.0
2 No 50 50.0
TOTAL 100 100

Source: Primary Data

INTERPRETATION:
From the above table we can analyze that the 26% of the respondent says agree with the Cotton
products s attractive safe, 24% of the respondent says disagree with the of Cotton products .

TABLE 3.20
TABLE SHOWING THE CURRENT PACKAGING OF COTTON PRODUCTS
ATTRACTIVE & SAFE

CURRENT PACKAGING OF COTTON

PRODUCTS
50 50

Yes
No
 TABLE 3.21:

TABLE SHOWING WHICH TYPE OF CONSUMER RESPONSES FORWARDS THE

PRODUCTS OF COTTON INDUSTRY

SL.NO CONSUMER NO OF THE PERCENTAGE

RESPONSES RESPONDENT
FORWARDS
1 Highly positive 25 25.0
2 Positive 25 25.0
3 Moderate 25 25.0
4 Negative 25 25.0
TOTAL 100 100
Source: Primary Data
INTERPRETATION:
From the above table we can analyze that the 25% of the respondent are says that consumer
responses forwards the products are highly positive, 25% of the respondent are says that
consumer responses forwards the products are positive, 25% of the respondent are says that
responses forwards the products are moderate, 25% of the respondent are says that consumer
responses forwards the products are negative
 TABLE 3.21:

TABLE SHOWING WHICH TYPE OF CONSUMER RESPONSES FORWARDS THE

PRODUCTS OF COTTON INDUSTRY

25 25 25 25
CONSUMER RESPONSES FORWARDS
25

20
PERCENTAGE

15

10

0
Highly positive Positive Moderate Negative
CONSUMER RESPONSES FORWARDS
.

TABLE 3.22:

TABLE SHOWING THE WHAT METHOD OF SALES DO YOU APPROACH

SL.NO SALES DO YOU NO OF THE PERCENTAGE

APPROACH RESPONDENT
1 Phone 34 34.0
2 Commerce 33 33.0
3 Direct Sales 33 33.0
TOTAL 100 100
Source: Primary Data
INTERPRETATION:
From the above table we can analyze that the 34% of the respondent are says that sales do you
approach are phone, 33% of the respondent are says that sales do you approach are commerce,
33% of the respondent are says of sales do you approach are direct sales.

TABLE 3.22:

TABLE SHOWING THE WHAT METHOD OF SALES DO YOU APPROACH

 METHOD OF SALES DO YOU
APPROACH
33 34

Phone
Commerce
Direct Sales
33

TABLE 3.23
TABLE SHOWING THE DURING WHICH PERIOD OF YEAR YOU REGISTER
MAXIMUM SALES

SL.NO REGISTER NO OF THE PERCENTAGE

MAXIMUM SALES RESPONDENT
1 lst qtr 25 25.0
2 2nd qtr 25 25.0
3 3rd qtr 25 25.0
4 4th qtr 25 25.0
TOTAL 100 100
Source: Primary Data

INTERPRETATION:
From the above table we can analyze that the 25% of the respondent are says that of year you
register maximum sales are lst qtr, 25% of the respondent are says that register maximum sales
are 2nd qtr, 25% of respondent are year you register maximum sales are 3rd qtr, 25% of the
respondent are says that respondent of year you register maximum sales are 4th qtr.

CHART 3.23
CHART SHOWING THE DURING WHICH PERIOD OF YEAR YOU REGISTER
MAXIMUM SALES
 REGISTER MAXIMUM SALES
25

20

PERCENTAGE 15
25 25 25 25
10

0
lst qtr 2nd qtr 3rd qtr 4th qtr
REGISTER MAXIMUM SALES

TABLE 3.24
TABLE SHOWING THE WHAT YOUR EXPECTATION FROM COTTON INDUSTRY

SL.NO EXPECTATION NO OF THE PERCENTAGE

RESPONDENT
1 Incentive 25 25.0
2 Discounts 25 25.0
3 Credit 25 25.0
4 Others 25 25.0
TOTAL 100 100
Source: Primary Data

INTERPRETATION:
From the above table we can analyze that the 25% of the respondent are says that expectation
from cotton products incentive, 25% of the respondent are says that expectation from cotton
products are discounts, 25% of the respondent are says is your expectation from cotton products
are credit, 25% of the respondent are says that expectation from cotton products are others.
 CHART 3.24
CHART SHOWING THE WHAT YOUR EXPECTATION FROM COTTON INDUSTRY

30
EXPECTATION FROM COTTON
25 INDUSTRY
20
PERCENTAGE

15
Series1
25 25 25 25
10

0
Incentive Discounts Credit Others
EXPECTATION
 TABLE 3.25:

TABLE SHOWING THE POSSIBLE THREATS TO COTTON INDUTRY FROM

COMPETITORS

SL.NO POSSIBLE THREATS NO OF THE PERCENTAGE

TO COTTON RESPONDENT
1 New entrants 24 24.0
2 Sales & distribution 26 26.0
network
3 Price 26 26.0
4 Others 24 24.0
TOTAL 100 100
Source: Primary Data

INTERPRETATION:
From the above table we can analyze that the 24% of the respondent are says that possible threats
to cotton product from competitors new entrants, 26% of the respondent are says that possible
threats to cotton products from competitors are sales & distribution network, 26% of the
respondent are says that possible threats to cotton products from competitors are price, 24% of
the respondent are says that possible threats to cotton products from competitors are others.
 TABLE 3.25:

TABLE SHOWING THE POSSIBLE THREATS TO COTTON INDUSTRY FROM

COMPETITORS

POSSIBLE THREATS TO COTTON INDUSTRY

26
25.5
PERCENNATAGE

25
24.5 26 26

24
23.5 24 24

23
New entrants Sales & Price Others
distribution
network
THREATS TO COTTON INDUSTRY
 TABLE 3.26:

TABLE SHOWING THE WHAT YOUR MEANS OF SHIPMENT

SL.NO MEANS OF NO OF THE PERCENTAGE

SHIPMENT RESPONDENT
1 Lorry 34 34.0
2 Truck transport 32 32.0
3 Others 34 34.0
TOTAL 100 100
Source: Primary Data
INTERPRETATION:
From the above table we can analyze that the 34% of the respondent are says that shipment are
lorry, 32% of the respondent are says that shipment are truck transport, 34% of the respondent
are says that shipment are others

CHART 3.26:

CHART SHOWING THE WHAT YOUR MEANS OF SHIPMENT

 YOUR MEANS OF SHIPMENT

34 34

Lorry
Truck transport
32 Others

TABLE 3.27
TABLE SHOWING THE RECEIVE MOTIVATIONAL SALES SCHEME FROM
COTTON INDUSTRY DEALERS

SL.NO RECEIVE NO OF THE PERCENTAGE

MOTIVATIONAL RESPONDENT
SALES
1 Yes 50 50.0
2 No 50 50.0
TOTAL 100 100
Source: Primary Data

INTERPRETATION:
From the above table we can analyze that the 50% of the respondent are agree that the
motivational sales scheme from cotton products dealers, 50% of the respondent are disagree that
motivational sales scheme from cotton products dealers are no.
 TABLE 3.27
TABLE SHOWING THE RECEIVE MOTIVATIONAL SALES SCHEME FROM
COTTON INDUSTRY DEALERS

MOTIVATIONAL SALES SCHEME

50 50
Yes
No

TABLE 3.28:

TABLE SHOWING THE WHAT IS THE MODE OF COMPANY SOLVING YOUR

QUERIES & RECEIVING FEEDBACK

SL.NO COMPANY NO OF THE PERCENTAGE

SOLVING RESPONDENT
1 Via-telephone 34 34.0
2 Direct visit 33 33.0
3 Others 33 33.0
TOTAL 100 100
Source: Primary Data

INTERPRETATION:
From the above table we can analyze that the 34% of the respondent are says that company
solving your queries receiving feedback is via-telephone, 33% of the respondent are says that
solving your queries receiving feedback are direct visit, 33% of the respondent are says that y
solving your queries receiving feedback are others.

CHART 3.28:

CHART SHOWING THE WHAT IS THE MODE OF COMPANY SOLVING YOUR

QUERIES & RECEIVING FEEDBACK
 COMPANY SOLVING YOUR QUERIES
34
33.8
33.6
PERCENATAGE 33.4
34
33.2
33
32.8 33 33
32.6
32.4
Via-telephone Direct visit Others
COMPANY SOLVING YOUR QUERIES

TEST

T-TEST

Case Processing Summary

Cases
Included Excluded Total
N Percent N Percent N Percent
Experience of the 100 84.7% 18 15.3% 118 100.0%
respondents * What
market do you
operation

Report

Experience of the respondents

What market do you Mean N Std. Deviation
operation

Local Market 2.2000 50 1.06904

2.6200 50 1.08590
Local and Outside Market

Total 2.4100 100 1.09263

CORRELATION:

Correlations
Income of the Since how long
respondents are you
associated with
the dealers

1 .272**
Pearson Correlation

Income of the respondents

Sig. (2-tailed) .006

N 100 100
 .272** 1
Pearson Correlation
Since how long are you
associated with the dealers Sig. (2-tailed) .006

N 100 100
**. Correlation is significant at the 0.01 level (2-tailed).

CHI- SQUARE TEST

Case Processing Summary

Cases
Valid Missing Total
N Percent N Percent N Percent
Experience of the 100 100.0% 0 0.0% 100 100.0%
respondents * Are
advertisements
required to serve the
purpose better

Experienceoftherespondents * Areadvertisementsrequiredtoservethepurposebetter
Crosstabulation
Count
Areadvertisementsrequiredto Total
servethepurposebetter
Yes No
1-2 years experience 10 16 26
2-3 years experience 15 13 28
Experienceoftherespon
3-4 years experience 11 14 25
dents
Above 5 years 15 6 21
experience
Total 51 49 100
 Chi-Square Tests
Value df Asymp. Sig.
(2-sided)
Pearson Chi-Square 5.707a 3 .127
Likelihood Ratio 5.846 3 .119
Linear-by-Linear 3.412 1 .065
Association
N of Valid Cases 100
a. 0 cells (0.0%) have expected count less than 5. The
minimum expected count is 10.29.

Symmetric Measures
Value Approx.
Sig.
Nominal by Contingency .232 .127
Nominal Coefficient
N of Valid Cases 100

ONE WAY ANOVA

ANOVA
MotivationalSalesSchemefromcottonindustrydealers
Sum of df Mean F Sig.
Squares Square
Between .015 2 .008 .029 .971
Groups
Within Groups 24.985 97 .258
Total 25.000 99

Multiple Comparisons
Dependent Variable: MotivationalSalesSchemefromcottonindustrydealers
Tukey HSD
(I) (J) Mean Std. Sig. 95% Confidence
companysolvingyourq companysolvingyo Difference Error Interval
ueriesreceivingfeedba urqueriesreceivingf (I-J) Lower Upper
ck eedback Bound Bound
 Direct visit -.01515 .12402 .992 -.3103 .2800
Via-telephone
Others .01515 .12402 .992 -.2800 .3103
Via-telephone .01515 .12402 .992 -.2800 .3103
Direct visit
Others .03030 .12494 .968 -.2671 .3277
Via-telephone -.01515 .12402 .992 -.3103 .2800
Others
Direct visit -.03030 .12494 .968 -.3277 .2671

MotivationalSalesSchemefromcottonindustryd
ealers
Tukey HSDa,b
companysolvingyourqu N Subset for
eriesreceivingfeedback alpha = 0.05
1
Others 33 1.4848
Via-telephone 34 1.5000
Direct visit 33 1.5152
Sig. .968
Means for groups in homogeneous subsets are
displayed.
a. Uses Harmonic Mean Sample Size = 33.327.
b. The group sizes are unequal. The harmonic
mean of the group sizes is used. Type I error
levels are not guaranteed.

CHAPTER IV
FINDING, SUGGESTION AND CONCLUSION
FINDING:

1. Majority of 26% of the respondent says that Employee age are 20-30 years, 30% of the
respondent says that Employee age are 30-35 years
2. Majority of 50% of the respondent says that Male, 50% of the respondent says that are
Female.
3. Majority of 25% of the respondent says that Educational qualifications are SSLC, 29% of
the respondent says qualifications are HSC
4. Majority of 24% of the respondent says that are 10000-20000, 30% of the respondent
says that Employee Income of 20000-30000, 25% of the respondent says that Employee
Income of 30000-40000
5. Majority of26% of the respondent says that Employee Experience of 1-2 years’
experience, 28% of the respondent says that Employee Experience 2-3 years’ experience.

6. Majority of 34% of the respondent says that Type of function you are performing are
Retailer, 33% of the respondent says that Type of function you are performing are Dealer

7. Majority of 25% of the respondent says that associated with the dealers are >4 Years,
25% of the respondent says that associated with the dealers are >8 Years
8. Majority of 25% of the respondent says that go downs do you have are 1, 25% of the
respondent says that go downs do you have are 2, 25% of the respondent says that go
downs do you have are 3
9. Majority of 50% of the respondent says that whether the go downs are Hired, 50% of the
respondent says that whether the go downs are Personal.
10. Majority of 33% of the respondent says that products do you deal in are Steel Products,
34% of the respondent says products do you deal in are Aluminum Materials,
11. Majority of 50% of the respondent are says that you operate in are Local Market, 50% of
you operate in are Local and Outside Markets.
12. Majority of 26% of the respondent says that staff working in this company 500, 25% of
the respondent says that staff working in this company are 400, 26% of the respondent
says staff working in this company are 800
13. Majority of 26% of the respondent says that Measuring cutting materials you prefer most
are 500, 25% of the respondent says that Measuring cutting materials you prefer most are
400, 26% of the respondent say
14. Majority of 25% of the respondent says that generally faced with Cotton products are See
thoroughness, 25% of the respondent generally faced with Cotton products are collecting
waste materials
15. Majority of 26% of the respondent says that place the order and how frequently are
Weekly, 24% of the order and how frequently are Fortnightly
16. Majority of51% of the respondent says that From where do you purchase the cotton
products are Supply Raw Material
17. Majority of 51% of the respondent says that advertisements required to serve the purpose
better are Yes
18. Majority of52% of the respondent says that A brand Ambassador or then advertising for
the Pumps products are Yes
19. Majority of26% of the respondent says that frequent consumers are Corporate
Professionals, 24% of the respondent frequent consumers are Home Appliances
20. Majority of26% of the respondent says that Is the current packaging of Cotton products s
attractive safe are Yes
21. Majority of25% of the respondent says that consumer responses forwards the products
are Highly positive, 25% of the respondent consumer responses forwards the products
are Positive
22. Majority of34% of the respondent says that sales do you approach are Phone, 33% of
sales do you approach are Commerce
23. Majority of25% of the respondent says that respondent of year you register maximum
sales are lst qtr, 25% respondent of the respondent says that register maximum sales are
2nd qtr
24. Majority of 25% of the respondent says that expectation from Cotton products Incentive,
25% of the respondent says that expectation from Cotton products are Discounts,
25. Majority of 24% of the respondent says that Possible threats to Cotton product sfrom
competitors New entrants, 26% of the respondent says that Possible threats to Cotton
products from competitors are Sales & distribution network.

26. Majority of- 34% of the respondent says that shipment are Lorry, 32% of the respondent
says that shipment are Truck transport
 27. Majority of50% of the respondent says that Motivational Sales Scheme from Cotton
products dealers are Yes, 50% of the respondent says that Motivational Sales Scheme
from Cotton products dealers are No.
28. Majority of34% of the respondent says that Company solving your queries receiving
feedback are Via-telephone, 33% of the respondent says that Company solving your
queries receiving feedback are Direct visit

SUGGESSTON:

Thus here by on the basis of my understanding & observation. I would like to put forward
few suggestions & recommendations to the company:5 well as on the entire topic as well. The
company should sustain the availability of good quality of raw material (forest based) & bulk
import of Sree Lakshmi Organic Cotton Industry supplement the availability of raw material.
Also with respect to above statement l would like to recommend the company to ecotagea
forestation. in the nearby locations such as Rampur from where the major source of raw material
is supplied i.e. euailyptus & popular trees. for w.p.p (wood based (major SREE LAKSHMI
ORGANIC COTTON INDUSTRY manufacturing plant). R&D technological absorption
should be emphasized upon to enhance the productivity by maintaining the quality of
Copier/writing/printing paper. The company should make good profile investments in
advertisements which are directly linked with customers. I would also like to recommend the
company to hire a brand ambassador for the advisement purpose. it may be any celebrity.
However if the company feels like that this investment would be a cost burden they can look for
some socially renowned face who has a premium image & is available at cheaper rates The
company should take new Our the promotion of the pundits. It should make we of more election
marketing techniques in occur to sustain its clients.

CONCLUSION:

During the research process it was found that an amazing world of big machineries &
their process which were in continuous operation to deliver the final product. It can never be
thought that developing a small sheet sree lakshmi organic cotton industry require such
immense & arduous tasks of both men & machinery. Also. apart from processes some major
findings on behalf of the data collected from in and outside the sree lakshmi organic cotton
industry helped in drawing a contain conclusion it can cited as follows: The new era of
upcoming generation is going to be knowledge based. so demand for would go on increasing in
upcoming years. In view of sree lakshmi organic cotton industry strategic role for the society
& also for the overall industrial growth it is necessary that the sree lakshmi organic cotton
industry performs well is growing due to increase in population 81 more & more facilitation.
These developments are expected to give all up to the industry. Due to industrialization &
globalization there is huge demand 8: potential of allied products. Corporate sector.

BIBLIOGRAPHY

Books:

 C.R Kothari “Reseach Methodologies"

 V. S. Rammwamy. e1 al: "Marketing Management“, 4"‘ Edition. 2009. P.No.- 246-295
 Macmillan Publishers India Ltd
 Zikmund, William G. “Business Research Methods” Thomson south – western 7th edition
 Philip kotler, “Marketing Management” prentice hall of India, 13th edition.
 Chunawalla, S.A., “Foundation of advertising theory & Practice”. Himalaya Publishing
House, 5th edition.

Newspapers:

 Hindustan Times.
 Times of India.

Magazines:

 The Times.
 4P’s.
Internet Sources:

 www.wikipedia.org
 www.google.com
 www.scribed.com
 www.cottonindsutry.com

ANNEXURE

A STUDY ON ADVERTISING EFFECTIVENESS IN SREE LAKSHMI ORGANIC

COTTON INDUSTRY AT KARUR
QUESTIONNAIRE

1. Name :

2. Age of the respondents :

a) 20-30 years
b) 30-35 years
c) 35-40 years
d) Above 40 years
3. Gender of the respondents
a) Male
b) Female

4. Educational qualifications
a) SSLC
b) HSC
c) Graduate
d) Post graduate
5. Income of the respondents
a) 10000-20000
b) 20000-30000
c) 30000-40000
d) Above 40000

6. Experience of the respondents

a) 1-2 years experience

b) 2-3 years experience
 c) 3-4 years experience
d) Above 5 years experience
7) Type of function you are performing

A) Retailer
B) Dealer
C) Both
8) Since how long are you associated with the dealers to" cotton Industries?

a) >4 Years
b) >8 Years
c) >l2 Years
d) >16 Years.

9) How many go downs do you have?

a) 1
b) 2
c) 3
d) 4
e) Morethan4

10) Whether the go downs are?

a) Hired
b) Personal.

11) Wha1 type of products do you deal in '.’

a) Steel Products
b) Aluminum Materials
c) All type of raw Materials
12) What market do you operate in?

a. Local Market
b. Local and Outside Market

13) What number of staff do you have in your cotton ?

a. 500
b. 400
c. 800
d. Mon: than 1000

14) Which of the quality attributes for Measuring & cutting materials you prefer most in terms
of customer preferences?

a. Smoothness
b. Brightness
c. Bulk
d. Opacity.

l5) Which problem have you generally faced with cotton products?

a. See thoroughness
b. Collecting waste materials
c. Cutting Operations
d. Other.

I6) How do you place the order and how frequently?

 a. Weekly
b. Fortnightly
c. Monthly
d. Once (in a whole year)

I7) where do you purchase the cotton products?

a. Supply Raw Material

b. Directly from the Factory.

I8) Are advertisements required to serve the purpose better?

a) Yes
b) No

I9) Do you feel like that hiring a brand Ambassador & then advertising for the cotton products
would be helpful in generating more volume of sales for the Company?

a) Yes
b) No

20) Who are your frequent consumers?

a) Corporate Professionals
b) Home Appliances
c) Motor Companies
d) Engineering Works

21) Is the current packaging of cotton products attractive & safe?

a. Yes
b. No
22) Which type of consumer responses forwards the products of cotton industry .’

a. Highly positive
b. Positive
c. Moderate
d. Negative.

23) What method of sales do you approach?

a. Phone
b. Commerce
c. Direct Sales

24) During which period of year you register maximum sales?

a. lst qtr.
b. 2nd qtr.
c. 3rd qtr
d. 4th qtr.

25) What is your expectation from cotton industry?

a. Incentive
b. Discounts
c. Credit
d. Others.

26) What according to you are the possible threats to cotton industry from competitors?

a. New entrants
b. Sales & distribution network
c. Price
d. Others
27) What is your means of shipment?

a. Lorry
b. Truck transport
c. Others

28) Do you receive motivational sales scheme from cotton industry dealers?

a. Yes
b. No

29) What is the mode of company solving your queries & receiving feedback?

a. Via-telephone
b. Direct visit
c. Others.