CONSUMER PERCEPTION

INTRODUCTION
Consumer perception is defined as the process by which an individual selects, organises, and
interprets stimuli into a meaningful and coherent picture of the world. It can described as
“how the customer see the products and brand around him.” Two individuals may be exposed
to the same apparent conditions, but how each person recognizes, selects, organizes, and
interprets these stimuli is a highly individual process based on each person’s own needs,
values and expectations.
As a part of my project, I selected Reid and Taylor pvt ltd, a fabric & apparel manufacturing
unit in Mysore. The research was to know the consumer perception towards Reid and Taylor
apparels.
The Indian 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.

A textile is the largest single industry in India (and amongst the biggest in the world),
accounting for about 20% of the total industrial production. It provides direct employment to
around 20 million people. Textile and clothing exports account for one-third of the total value
of exports from the country. There are 1,227 textile mills with a spinning capacity of about 29
million spindles. While yarn is mostly produced in the mills, fabrics are produced in the
power loom and handloom sectors as well. The Indian textile industry continues to be
predominantly based on cotton, with about 65% of raw materials consumed being cotton. The
yearly output of cotton cloth was about 12.8 billion m (about 42 billion ft). The manufacture
of jute products (1.1 million metric tons) ranks next in importance to cotton weaving. Textile
is one of India’s oldest industries and has a formidable presence in the national economy
inasmuch as it contributes to about 14 per cent of manufacturing value-addition, accounts for
around one-third of our gross export earnings and provides gainful employment to millions of

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people. They include cotton and jute growers, artisans and weavers who are engaged in the
organised as well as decentralised and household sectors spread across the entire country.
INDIAN TEXTILE INDUSTRY STRUCTURE AND GROWTH
India’s textile industry is one of the economies largest. In 2000/01, the textile and
garment industries accounted for about 4 percent of GDP, 14 percent of industrial output, 18
percent of industrial employment, and 27 percent of export earnings (Hashim). India’s textile
industry is also significant in a global context, ranking second to China in the production of
both cotton yarn and fabric and fifth in the production of synthetic fibers and yarns.
In contrast to other major textile-producing countries, mostly small-scale, non-
integrated spinning, weaving, cloth finishing, and apparel enterprises, many of which use
outdated technology, characterize India’s textile sector. Some, mostly larger, firms operate in
the “organized” sector where firms must comply with numerous government labour and tax
regulations. Most firms, however, operate in the small-scale “unorganized” sector where
regulations are less stringent and more easily evaded.
The unique structure of the Indian textile industry is due to the legacy of tax, labour,
and other regulatory policies that have favoured small-scale, labour-intensive enterprises,
while discriminating against larger scale, more capital-intensive operations. The structure is
also due to the historical orientation towards meeting the needs of India’s predominately low-
income domestic consumers, rather than the world market. Policy reforms, which began in
the 1980s and continued into the 1990s, have led to significant gains in technical efficiency
and international competitiveness, particularly in the spinning sector. However, broad scope
remains for additional reforms that could enhance the efficiency and competitiveness of
India’s weaving, fabric finishing, and apparel sectors.

Structure of India’s Textile Industry

Unlike other major textile-producing countries, India’s textile industry is comprised
mostly of small-scale, non integrated spinning, weaving, finishing, and apparel-making
enterprises. This unique industry structure is primarily a legacy of government policies that
have promoted labour-intensive, small-scale operations and discriminated against larger scale
firms:
• Composite Mills. Relatively large-scale mills that integrate spinning, weaving and,
sometimes, fabric finishing are common in other major textile-producing countries. In India,
however, these types of mills now account for about only 3 percent of output in the textile
sector. About 276 composite mills are now operating in India, most owned by the public
sector and many deemed financially “sick.”

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• Spinning. Spinning is the process of converting cotton or manmade fiber into yarn to be
used for weaving and knitting. Largely due to deregulation beginning in the mid-1980s,
spinning is the most consolidated and technically efficient sector in India’s textile industry.
Average plant size remains small, however, and technology outdated, relative to other major
producers. In 2002/03, India’s spinning sector consisted of about 1,146 small-scale
independent firms and 1,599 larger scale independent units.
• Weaving and Knitting. Weaving and knitting converts cotton, manmade, or blended yarns
into woven or knitted fabrics. India’s weaving and knitting sector remains highly fragmented,
small-scale, and labour intensive. This sector consists of about 3.9 million handlooms,
380,000 “powerloom” enterprises that operate about 1.7 million looms, and just 137,000
looms in the various composite mills. “Powerlooms” are small firms, with an average loom
capacity of four to five owned by independent entrepreneurs or weavers. Modern shuttleless
looms account for less than 1 percent of loom capacity.
• Fabric Finishing. Fabric finishing (also referred to as processing), which includes dyeing,
printing, and other cloth preparation prior to the manufacture of clothing, is also dominated
by a large number of independent, small scale enterprises. Overall, about 2,300 processors
are operating in India, including about 2,100 independent units and 200 units that are
integrated with spinning, weaving, or knitting units.
• Clothing. Apparel is produced by about 77,000 small-scale units classified as domestic
manufacturers, manufacturer exporters, and fabricators (subcontractors).

Growth of Textile Industry

India has already completed more than 50 years of its independence. The analysis of
the growth pattern of different segment of the industry during the last five decades of post
independence era reveals that the growth of the industry during the first two decades after the
independence had been gradual, though lower and growth had been considerably slower
during the third decade. The growth thereafter picked up significantly during the fourth
decade in each and every segment of the industry. The peak level of its growth has however
been reached during the fifth decade i.e., the last ten years and more particularly in the 90s.
The Textile Policy of 1985 and Economic Policy of 1991 focussing in the direction of
liberalisation of economy and trade had in fact accelerated the growth in 1990s. The spinning
spearheaded the growth during this period and man-made fibre industry in the organised
sector and decentralised weaving sector.

Size of Textile Industry in India

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• The textile industry in India covers a wide gamut of activities ranging from production of
raw material like cotton, jute, silk and wool to providing high value-added products such as
fabrics and garments to consumers.
• The industry uses a wide variety of fibres ranging from natural fibres like cotton, jute, silk
and wool to manmade fibres like polyester, viscose, acrylic and multiple blends of such fibres
and filament yarn.
• The textile industry plays a significant role in Indian economy by providing direct
employment to an estimated 35 million people, by contributing 4 per cent of GDP and
accounting for 35 per cent of gross export earnings. The textile sector contributes 14 per cent
of the value-addition in the manufacturing sector.
• Estimates say that the textile sector might achieve about 15 to 18 per cent growth this year
following dismantling of MFA.

ROLE OF INDIAN TEXTILE INDUSTRY IN THE ECONOMY

Textile industry plays a significant role in the economy. The Indian textile industry is
one of the largest and most important sectors in the economy in terms of output, foreign
exchange earnings and employment in India. It contributes 20 per cent of industrial
production, 9 per cent of excise collections, and 18 per cent of employment in industrial
sector, nearly 20 per cent to the country’s total export earnings and 4 per cent to the GDP.
The sector employs nearly 35 million people and is the second highest employer in the
country. The textile sector also has a direct link with the rural economy and performance of
major fibre crops and crafts such as cotton, wool, silk, handicrafts and handlooms, which
employ millions of farmers and crafts persons in rural and semi-urban areas. It has been
estimated that one out of every six households in the country depends directly or indirectly on
this sector.
India has several advantages in the textile sector, including abundant availability of raw
material and labour. It is the second largest player in the world cotton trade. It has the largest
cotton acreage, of about nine million hectares and is the third largest producer of cotton fibre
in the world. It ranks fourth in terms of staple fibre production and fourth in polyester yarn
production. The textile industry is also labour intensive, thus India has an advantage.
The key advantages of the Indian industry are:
• India is the third largest producer of cotton with the largest area under cotton cultivation in
the world. It has an edge in low cost cotton sourcing compared to other countries.

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• Average wage rates in India are 50-60 per cent lower than that in developed countries, thus
enabling India to benefit from global outsourcing trends in labour intensive businesses such
as garments and home textiles.
• Design and fashion capabilities are key strengths that will enable Indian players to
strengthen their relationships with global retailers and score over their Chinese competitors.
• Production facilities are available across the textile value chain, from spinning to garments
manufacturing. The industry is investing in technology and increasing its capacities which
should prove a major asset in the years to come.
• Large Indian players such as Arvind Mills, Welspun India, Alok Industries, S Kumar’s and
Raymond’s have established themselves as 'quality producers' in the global market. This
recognition would further enable India to leverage its position among global retailers.
• India has gathered experience in terms of working with global brands and this should
benefit Indian vendors.

GOVERNMENT INITIATIVES
With a view to raise India's share in the global textiles trade to 10 per cent by 2015
(from the current 3 per cent), the Ministry of Textiles proposes 50 new textile parks. Out of
the 50, 30 have been already sanctioned by the government (with a cost of US$ 710 million).
Set up under the Scheme for Integrated Textile Parks (SITP), this initiative will not only
make the industry cost competitive, but will also enhance manufacturing capacity in the
sector. Apart from the above, a series of progressive measures have been planned to
strengthen the textile sector in India:
• Technology Mission on Cotton (TMC)
• Technology Upgradation fund Scheme (TUFS)
• Setting up of Apparel Training and Design Centres (ATDCs)
• 100 per cent Foreign Direct Investment (FDI) in the textile sector under automatic route.
• Setting up two design centres in Gujarat in collaboration with National Institute of Fashion
Technology.
• Setting up a Handloom Plaza in Ahmadabad with an estimated investment of US$ 24.6
million.
• Revival plans of the mills run by National Textiles Corporation (NTC). Already, for the
revival of 18 textile mills, US$ 2.21 million worth of machineries has been ordered for the
upgradation and modernisation of these mills.
• Setting up a handloom mall with an investment of US$ 24.6 million at Jehangir Mill in
Ahmadabad.

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• Scrapping of the Textile Committee cess being collected from the textile and textile
machinery industry under the Textile Committee Act.
In a further bid to bolster the envisaged annual growth rate of 11 per cent, the
Government will also increase the TUF (Technology Upgradation Fund) from US$ 124
million in 2006-07 to US$ 211 million in 2007-08. The Government of India has also
included new schemes in the Annual Plan for 2007-08 to provide a boost to the textile sector.
These include schemes for Foreign Investment Promotion to attract foreign direct investment
in textiles, clothing and machinery; Brand Promotion on Public-Private Partnership (PPP)
approach to develop global acceptability of Indian apparel brands; Trade Facilitation Centres
for Indian image branding; Fashion Hubs for creation of permanent market place for the
benefit of Indian fashion industry; Common Compliance Code to encourage acceptability
among apparel buyers and Training Centres for Human Resource Development on Public
Private Partnership (PPP) mode.

INDIAN TEXTILE INDUSTRY

In textile Scenario
In exports Cotton yarns, fabric, made ups etc made largest chunk with US$ 3.33 Billion or
26.5% in textiles category, and Ready Made garments (RMG)-cotton including accessories
made largest chunk with 4.67 Billion US $ or 37.1 % of total exports. Whereas, manmade
yarn and fabrics in textiles group and RMG Manmade fibers constituted second position in
the two categories, respectively. Carpets and woollen garments are other items exported from
India.

INDIAN TEXTILE INDUSTRY – SWOT ANALYSIS

Strength
✔ India has rich resources of raw materials of textile industry. It is one of the largest
producers of cotton in the world and is also rich in resources of fibres like polyester,
silk, viscose etc.

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✔ India is rich in highly trained manpower. The country has a huge advantage due to
lower wage rates. Because of low labour rates the manufacturing cost in textile
automatically comes down to very reasonable rates.
✔ India is highly competitive in spinning sector and has presence in almost all processes
of the value chain.
✔ Indian garment industry is very diverse in size, manufacturing facility, type of apparel
produced, quantity and quality of output, cost, and requirement for fabric etc. It
comprises suppliers of readymade garments for both, domestic or exports markets.

Weakness
✔ Knitted garments manufacturing has remained as an extremely fragmented industry.
Global players would prefer to source their entire requirement from two or three
vendors and the Indian garment units find it difficult to meet the capacity
requirements.
✔ Industry still plagued with some historical regulations such as knitted garments still
remaining as a SSI domain.
✔ Labour force giving low productivity as compared to other competing countries.
✔ Technology obsolescence despite measures such as TUFS.
✔ Low bargaining power in a customer-ruled market.
✔ India seriously lacks in trade pact memberships, which leads to restricted access to the
other major markets.
✔ Indian labour laws are relatively unfavourable to the trades and there is an urgent need
for labour reforms in India.

Opportunity
✔ Low per-capita domestic consumption of textile indicating significant potential
growth.
✔ Domestic market extremely sensitive to fashion fads and this has resulted in the
development of a responsive garment industry.
✔ India's global share is just 3% while China controls about 15%. In post-2005, China is
expected to capture 43% of global textile trade.
✔ Companies need to concentrate on new product developments.
✔ Increased use of CAD to develop designing capabilities and for developing greater
options.

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Threats
✔ Competition in post-2005 is not just in exports, but is also likely within the country
due to cheaper imports of goods of higher quality at lower costs.
✔ Standards such as SA-8000 or WARP have resulted in increased pressure on
companies for improvement of their working practices.
✔ Alternative competitive advantages would continue to be a barrier.
The Indian textile industry has a significant presence in the Indian economy as well as in
the international textile economy. Its contribution to the Indian economy is manifested in
terms of its contribution to the industrial production, employment generation and foreign
exchange earnings. The industry also contributes significantly to the world production of
textile fibres and yarns including jute. In the world textile scenario, it is the largest producer
of jute, second largest producer of silk, third largest producer of cotton and cellulosic
fibre\yarn and fifth largest producer of synthetic fibre\yarn. Textile Industry is providing one
of the most basic needs of people and the holds importance; maintaining sustained growth for
improving quality of life. The Government of India has also included new schemes in the
Annual Plan for 2007-08 to provide a boost to the textile sector. These include schemes for
Foreign Investment Promotion to attract foreign direct investment in textiles, clothing and
machinery etc.

CHAPTER-2

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COMPANY
PROFILE

Company Profile
SKNL is one of India’s leading textiles and apparel manufacturing companies with expertise
in multi-fibre manufacturing. The company has extended its presence in multiple product
categories from Fabrics to Apparels and Home Textiles. Ever since its inception, the
company has been a frontrunner in its line of business and has come to be known as one of
the most respected businesses in the sector. SKNL offers an excellent set of high value
products ranging from low cost high quality textiles to world class premium ready-to-wear
suiting and is present in every segment of the Indian textile industry.

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SKNL has state–of–the–art manufacturing capabilities and is characterized by a

distribution network that is unparalleled in terms of its reach. The company also has a
management team with several years of experience translating to an exhaustive knowledge of
the industry.

Manufacturing
Maintaining world-class quality has been a corner stone in SKNL's business strategy. The
company has invested extensively in manufacturing facilities to maintain high quality
standards. Four states of art manufacturing units based in Mysore (Karnataka) and dewas
(Madhya Pradesh) collectively produce over 2, 00,000 meters of high-quality fabrics each
day.

The manufacturing capability gives SKNL a clear edge in the market place - stringent quality
measures and competent management systems ensure that the finest product reaches the

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consumers, consistently. Luxury Textile fabrics are manufactured at a world-class integrated

facility situated near Mysore (Karnataka). Its high quality fabrics are well received in the
domestic as well as international market. In fact, Reid & Taylor - Scotland, sources its fabrics
from this mill as well for its international markets.
SKNL is the only manufacturer of fine count Damask in India. It’s Chamunda
Standard Mills and Amana Manufacturing Unit in the outskirts of dewas (Madhya Pradesh)
manufactures this fine fabric to cater to Indian & European markets. The company is
constantly modernizing and upgrading its existing facilities for Consumer Textiles and Home
Textiles. Plans on the anvil are to add new capacity to manufacture Worsted Suiting’s and
Home Textiles Two new plants at Bharuch, Gujarat for Cotton have been recently
established. SKNL plans to introduce yet another facility, of the Ready-to-Wear SBU, near
Bangalore to cater to the international market.

Distribution
The company’s wide network reaches both domestic as well as overseas market. SKNL caters
to the entire socio-economic segments of the Indian market across 30,000 outlets through 300
dealers. Today, SKNL is the largest institutional supplier in India in the organized sector. The
company plans to establish high impact presence through multi-brand outlets, large format
chain stores and exclusive stores for all its brands.

Human Capital
SKNL has developed highly effective management capabilities due to a unique fusion of
entrepreneurship with professional expertise. The Board of Directors includes eminent people
from industry, law, banking, finance and economic sectors.
Brands
Ability to build brands, across the socio-economic segments has been one of the key factors
in SKNL's success. A keen understanding of the dynamic market trends, while keeping
abreast with the changing usage patterns, attitudes and preferences of the consumers has been
the foundation of creating successful brands.

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Products:

Business units:

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Consumer Textiles:
Blended and Uniform fabrics
The manufacturing facilities are located at dewas. Substantial part of the production is
outsourced. The work wear polyester/ viscose fabrics are used by industries, hospitals, navy,
schools and offices. The company has a market share of 8% in the Blended Suiting business
and 30% in the work wear and daily wear fabrics business of the organized sector. The
company offers a range of high quality budget blends of polyester and viscose in numerous
designs. Belmonte, launched in 2006, is SKNL’s offering in the mid-premium segment.
Most fabrics are characterized with special attributes such as wrinkle-free and moisture-
absorbent qualities thereby enhancing their value.

Home Textiles:
Total Home Expression
Carmichael house is a brand that offers complete home textile solutions in a range of fabrics
and weaves. Carmichael house caters to the mid-premium segment of the home textile market
in the country. In addition to the company’s home textile manufacturing unit in Dewas, it is
in the process of developing another state of-the-art manufacturing unit at Jhagadia to cater to
the rising demand for premium and luxury branded home textiles. The industry is also
characterized with
Very few organized players. Establishing a strong presence at this juncture should assist
SKNL to achieve a dominant position in the market for organized home textiles.
Total Wardrobe Solutions (Ready to Wear)
Ready to wear garments include shirts, trousers, suits, casuals, ties, socks, for the men’s
segment. At present, SKNL has three brand offerings in the ready-to-wear garment industry.

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The brands in this segment include Stephens Brothers in the super premium segment, Reid &
Taylor in the premium segment and Belmonte in the mid premium segment. SKNL is
focusing on and investing in this area as it has identified it as a high growth segment. The
company is also actively scouting
For potential opportunities to add brands in the economy and luxury segments. Branded
readymade garments constitute around 10% of SKNL’s top line and this contribution is
expected to increase in the future owing to the forecasted growth in the branded clothing
market in India. In line with the growth in the industry, SKNL is constantly expanding its
distribution reach.
High Value Fine Cottons (HVFC)
The high value fine cottons segment is the newest venture undertaken by SKNL. This
business is characterized by high margins and has the potential to deliver strong returns.
SKNL has commissioned production in the weaving unit of the completely integrated (yarn
to fabric) 12.75 million meters per annum manufacturing facility for the production of High
Value Fine Cotton fabric in Jhagadia, Gujarat. Full commercial production would start later
in the year. This is one of the most technologically advanced textile manufacturing units in
the country. With this facility, SKNL will be one of the few companies in India offering high
value shirting fabrics. Around 60-65% of the high value fabrics produced will be exported to
foreign luxury brands. Most of SKNL’s competitors in this segment are located in high wage
countries, thereby giving the company a natural advantage and an opportunity to supply high
value fabric at a substantially lower cost.
There is also a backend-frontend synergy with Leggiuno whereby the design talent and
capabilities of Leggiuno will help the division and also division would get access to high end
brand catered to by Leggiuno.
Luxury Textiles
Reid & Taylor (India) Ltd. (RTIL), a subsidiary of SKNL, offers the Reid & Taylor brand in
the premium segment of the industry in India. In less than ten years after its introduction,
Reid & Taylor has been successful in capturing a healthy market share and is rated amongst
top two brands for premium clothing. Reid & Taylor has a diverse portfolio of products and
also offers total wardrobe solutions. The categories include high quality fabrics, over 500
designs of premium ready-to-wear clothing, smart casuals and accessories. Stephens Brothers
is a leading international brand and is part of the Austin Reed group and is offered by RTIL
in India. Stephens Brothers is an English brand that offers a wide range of business attire that
is designed to perfection. The brand produces suits both for ladies and gentlemen with the

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finest pure wool and pure linen fabrics. The luxury segment is a significant contributor
towards the consolidated revenues of the company.
Subsidiary Companies
1. Reid & Taylor (India) Ltd
2. SKNL International B.V.
3. SKNL Europe B.V.
4. SKNL Italy S.P.A
5. Anjaneya Foundation
REID AND TAYLOR
Company profile:
SKNL established its Reid & Taylor division into a wholly owned subsidiary company called
Reid N Taylor (India) Ltd in 2007. Reid N Taylor (India) focuses on the worsted fabrics and
ready-to-wear men's wear brand, to consolidate its position in the fast-growing luxury
segment.
Reid & Taylor (India) Ltd. is a subsidiary of SKNL. Synonymous with British tradition, Reid
& Taylor has been styling the world's elite for over 170 years. It all began in the 1830's with
Alexander Reid, an enterprising Scottish gentleman, embarking on a journey to make his
vision a reality. Using locally available Cheviot wool he created Cheviot cloth that soon
caught on the fancy of the landed gentry. As the clientele and reputation grew, he was joined
by financer Joseph Taylor. Thus, began the enduring partnership of creating finest cloths in
the world, which today is better known as Reid & Taylor. Reid & Taylor continues the
journey to create the finest fabric passionately and has thus carved out a distinguished name
for itself in the industry.

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Reid & Taylor was launched by SKNL in India in 1998 with the inauguration of a state-of-
the-art fabric plant at Mysore. The discerning consumers in India now can experience
international-quality garments in their own cities and towns. Today, Reid & Taylor has
emerged as a leading brand in the worsted suiting segment with sales turnover of Rs. 2200
Million and a market share of 18 %, propelling the brand to grow at a rapid rate of 25% p.a.
Reid & Taylor is the first brand in India to offer both fabrics and apparel under one label.
The fine quality of garments and sharp styling has created a space for itself in the
customer’s mind.
The apparel range includes formal and casual daywear suits, jackets, trousers, shirts ties and
accessories along with a wide selection of T-shirts, jeans, and other weekend wear.
Produced by Reid & Taylor at a dedicated facility in Bangalore, the apparel range upholds
the finest tradition of quality and cuts in outfitting.
Amitabh Bachchan, India's most well-recognised and admired film icon endorses the brand.
The association with a Bollywood icon has translated into higher reach and stronger pull for
the brand from the non-metro cities. High brand saliency and the positive affirmation from
consumers have influenced demand in domestic market and the neighbouring countries.
The Reid N Taylor division comprises luxury textiles and ready-to-wear garment business
carried out under the 'Reid & Taylor' brand. Its fabrics are manufactured at an integrated
facility at Nanjangud, Mysore in Karnataka. This plant is comparable to the best in the world.
Its high quality fabrics are well received in the domestic and the international market. In fact,
Reid & Taylor Scotland, sources fabrics made in this mill for its international markets.
Today, Reid N Taylor (India) has emerged as a leading company in the worsted segment with
a sales turnover of Rs. 2200 million and a market share of 18%, propelling the brand to grow
at a rapid rate of 25% p.a.
GIC Singapore recently invested Rs. 9,000 million, in Reid N Taylor India Ltd, through a
fresh issue of equity shares and warrants. Subsequently, GIC will in effect own up to 25.4%
stake in RTIL and the balance 74.6% stake will remain with SKNL.
Reid & Taylor, the premium suiting and apparel brand, enjoys a high equity in the domestic
and the international market. The brand dots the country’s retail landscape through its 160
EBOs.
Reid & Taylor India plans to usher in several other brands in the premium category.
Manufacturing:
Modern machinery imported from Switzerland and manufacturing processes that defined the
new gold standard are the hall mark of the plant spread over acres in Nanjangud, Mysore. The

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state-of-the-art machinery leverages capacities, competencies and capabilities in production

and service area. Advance electronics control enables the machine to manoeuvre different
kind of textile yarns with ease and flexibility at a high speed to produce superior quality &
product features.

A strong in-house design development process makes each fabric spell style! A high attention
to detail and in-depth study of international trends has been the key to the growth of the
brand.
A vast majority of the workforce is trained by the company to handle the advanced
machinery and equipment in the most efficient and productive manner. Today the team
comprises more than 1,100 trained and committed members, and with expansion into newer
products and markets, it’s slated to achieve greater heights.

PRODUCTS:
FABRICS:

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Reid & Taylor fabrics are acclaimed for their high wear ability, ease of maintenance,
and superior shape retention. The range includes pure wool superfine fabrics made
from fine merino fleece in high counts like 90s, 100s and 130s, fabric in wool/linen
and wool/silk, wool/silk/polyester and other blends.
The brand has recently launched high quality fine fabrics that include the Super 230s,
Machine Washable all Wool Fabrics and 100 % Cashmere suitings & Jacketing
fabrics. Reid & Taylor has also introduced blended Fabrics like Wool-Silk,
Cashmere-Cotton, Bamboo-Wool (70:30), Cotton-Wool (70:30), Easy Care All Wool
– High Twist & machine washable, for special occasions.
The rare Escorial fabric is the world's finest naturally grown wool and has been
selected from the finest fleece measuring 16 micron or finer. Its natural spiral shape
traps air and lends a remarkable elasticity, making the fabric wonderfully light,
naturally flexible and stunningly erease resistant.

Reid & Taylor manufactures a wide range of Worsted and Premium suiting’s
including:
• All Wool Superfine
• Polywool Blends
• Wool Cashmere Blends
• Wool Linen & Wool Silk Polyester Blends
• Polyester Viscose Blends
• Polyester Viscose – worsted
• Value added Polyester Viscose blends
• Wrinkle resistant suiting’s
• ECOFRESH suiting’s

APPAREL
In the ready to wear segment, Reid & Taylor has launched suits, jackets, trousers and
shirts under the label of Reid & Taylor legends, a range of fine formal clothing aimed
at the premium segment. The Reid & Taylor leisure comprises linen suits, cotton
trousers, shirts, T-Shirts, golfing etc, offering smart casuals to the voguish Indian
men.

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CHAPTER-3
RESEARCH
METHDOLOGY

RESEARCH METHODOLOGY
Project Title:
“A STUDY TO KNOW THE CONSUMER PERCEPTION TOWARDS REID & TAYLOR
APPARELS IN MANGALORE CITY.”

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Statement of the problem:

The Research problem selected in view of this project is to study the consumer perception
towards Reid & Taylor apparels & market opportunity for Reid & Taylor. This particular
topic was undertaken because currently the company is planning to open more number of
retail outlets in Mangalore. So the company was interested in knowing consumers perception
towards its product and the opportunity/ potential for its product in the market. This study
endeavours to collect the information on acceptance and perception of the respondents
towards Reid & Taylors apparels and their attitude and satisfaction towards its products.
Objectives
➢ To identify the Consumer perception towards the product.
➢ To suggest ways to improve the present service quality and enhance brand image.
➢ To know the preferences of consumer.
➢ To analyse the major influencers for the purchase.
➢ To study the Influence of advertisement & other promotional activities.
➢ To know where does the brand stand in the market
➢ To identify where should the company open its outlets

Type of Research:
This research is basically a descriptive one that is primarily intended at eliciting information
on the perception of customers towards Reid and Taylor apparels.

Data Source:
Primary data source
A survey is conducted to study the consumer’s perception towards Reid & Taylor apparels
and to identify the opportunities where Reid and Taylor can open its retail outlets.
Questionnaires are distributed among the target respondents and survey is conducted. For
clarifications and suggestions, the respondents are met personally. In this way, information is
collected from the customers to attain the objectives of the survey.

Secondary data source:

The secondary data source include magazines
➢ Company’s annual report
➢ Textile industry journals
➢ Internet etc.

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Research design
Sampling unit
The sampling unit will consists of customers of apparels in different disciplines which
include professionals/self employed, business men and men/women at service
Sample size
The number of respondents interviewed is 100, which would comprise of the
professionals/self employed, business men and men/women at service.
Sampling technique
Convenience and judgmental sampling procedure is used where the population of the
professionals/self employed, businessmen and men/women at service.
Sampling frame
The sample frame for the study is the customers of Reid and Taylor apparels consisting of
professionals/self employed businessmen and men/women at service.
Statistical tool for analysis
The statistical tools to be used for analysis would be:
➢ Chi square tests
➢ The self administered questionnaires would be used as a tool for data collection.
Measurement scale
Respondents were asked to evaluate different types of apparel brands. Satisfaction scale was
also used to measure the level of satisfaction of customers with regards to the existing retail
outlets. Behaviour intention scale was also used that measures the likelihood that customers
will act in a certain way in the future, such as buying the product at a given point of time. The
copy of the instrument used for primary data collection is attached in appendix A.

Scope of the Study

➢ The area of study is limited to Mangalore; the study has been done to ensure
that it would help the marketing manager and the Parent Company to increase
its market share in the region by knowing the present position of the market.
➢ The detailed study is been done with the help of questionnaires with regards to
the perception of the customers towards various textile brands.

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➢ It also aims at helping the company to decide where it can open its outlets and
also helps to design promotional strategies based on knowing what drives and
influences the customer and in a way generate prospective customers as it
would be important to know from customer what they want.

Limitations of the Study:

The limitations of the study are as follows:-
➢ The study pertains to only one region more due to the limitation of time frame
➢ Sample size is restricted to 100 respondents only due to the time & money
constraints
➢ Some customers do not show much interest in answering the questionnaire and
answers given may be biased.
➢ Samples are selected using non probabilistic methods. So the data thus
obtained may be biased.
Basic Profile of Respondents:
3.1 Gender

GENDER RESPONDENTS

Male 92

Female 08

3.2 Age

AGE RESPONDENTS

25-35 41

36-45 34

46 & above 25

3.3 Income

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INCOME/MONTHLY RESPONDENTS
5000-10000 8
11000-20000 28
21000-30000 42
31000 and above 22

3.4 Educational Background

EDUCATION RESPONDENTS
12th std 3
Degree/diploma/medicine 68
Post graduate and others 29

3.5 Professional Background

PROFESSION RESPONDENTS
Service 52
Business 19
Self employed/professionals 29

CHAPTER-4
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DATA ANALYSIS &

INTERPRETATION.

4.1 Awareness of the customer about the brand

(Source: this is the analysis of Q.1 from the questionnaire)
Aware of Reid n Taylor brand Respondents

Yes 100

No 0

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Analysis
From this analysis we get to know that 100% of the respondents are aware of the brand Reid
n Taylor.

4.2 Buyers of Reid & Taylor brand apparels.

(Source: this is the analysis of Q.2 from the questionnaire)
Buyers of Reid n Taylor Respondents

Yes 94

No 6

Analysis
Only 6 respondents out of 100 studied have purchased other brand clothing’s, rest all have
purchased Reid n Taylor clothing’s.

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4.3 Influence of promotional mediums in creating customer awareness towards the brand
(Source: this is the analysis of the Q.3 from the questionnaire)
MEDIUMS RESPONDENTS

Newspaper 60

Television 10

Internet 7

Outdoor advertisements 13

others 10

Analysis:
Sixty percent of the respondents were influenced by newspaper in knowing the brand and the
rest were very little influenced by the other mediums of promotion. Thus we get to know that
most of the people are aware of the brand only through newspapers and rest mediums are not
much inspired by the customers very much.

4.4 time gap in customers buying the product.

(Source: this is the analysis of Q.4 from the questionnaire)
TIME GAP RESPONDENTS
6 month once 26
Yearly once 24
Occasionally 07
During festivals 40

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Others 03

Analysis:
Forty percent of the respondents shop for clothing’s during Festival seasons whereas 26% of
the respondents shop once in six months, 24% once in a year, 7% occasionally & 3% during
the other times. Thus we get to know that festival seasons there are more demand for the
clothing’s from customers.

4.5 Rating the brands with respect to different criteria’s

(Source: this is the analysis of the Q.5 from the questionnaire)

Brand Excellent Very good Good Poor

Reid & Taylor 23 49 22 6
Grasim 12 38 43 7
Raymond’s 28 36 27 9
Peter England 24 34 25 17
Park avenue 20 31 38 11

Analysis:
✔ The customers have rated the Raymond’s and Peter England as the excellent brand i.e.
28% and 24% of the customers and the second highest is the 23% that is for Reid &
Taylor and followed by Park Avenue as 20% and the Grasim as excellent for 12%.
✔ For the second criteria that is very good customers have rated Reid and Taylor as the
highest that is 49% followed by 38% for Grasim, 36% for Raymond’s, 34% for Peter
England and 31% for Park Avenue.
✔ For the third criteria that is as good the customers have rated Grasim in the highest
number that is 43%, Park Avenue as 38%, Raymond’s as 27%, Peter England as 25%
and Reid & Taylor as 22%.
✔ For the last criteria the highest number which have rated the brand as poor are for the
Peter England as 17% and the rest that is for Park Avenue 11%, Raymond’s as 9%,
Grasim as 7% and Reid & Taylor as 6% poor..

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4.6 Influence of advertisement to buy the product with regards to the age of the customer
(Source: this is the analysis of the Q.6 from the questionnaire)

H0: Influence of the advertisement on the purchase decisions is independent of the age.
H1: Influence of the advertisements on the purchase decisions is not independent of the age.

OBSERVED FREQUENCY
Extent of Ad Influence Wholly Partially Not At All Total

Age
25-35 12 28 1 41
36-45 17 15 2 34
46 and above 17 8 25
Total 46 51 3 100
EXPECTED FREQUENCY
25-35 18.86 20.91 1.23 41
36-45 15.64 177.34 1.02 34
46 and above 11.5 12.75 0.75 25
Total 46 51 3 100

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=111.63-100
cal=11.63
Degrees of freedom=4
At α=0.05
α=9.487

cal> α

Hence Reject H0

Analysis:
Influence of the advertisements is not independent of the age.

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4.7 influence of the advertisements to buy the product with regards to the educational
background of the customer.

H0: Influence of the advertisements on the purchase decisions is independent of the

educational background of the customer.
H1: Influence of the advertisements on the purchase decisions is not independent of the
educational background of the customer.

OBSERVED FREQUENCY
Extent of Ad Influence Wholly Partially Not At Total
All

Educational background
12th STD 2 1 0 3
Degree/Diploma/BE/others 36 31 1 68
Post graduate & others 8 19 2 29
Total 46 51 3 100
EXPECTED FREQUENCY
12th STD 1.38 1.53 0.09 3
Degree/Diploma/BE/others 31.28 34.68 2.04 68
Post graduate & others 13.34 14.79 0.87 29
Total 46 51 3 100

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=103.54-100
cal=3.54
Degrees of freedom=4
At α=0.05
α=9.487

cal< α
Hence Accept H0.

Analysis:
Influence of the advertisements to buy the product is independent of the educational
qualification of the customer.

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4.8 Influence of the advertisements to buy the product with regards to the professional
background of the customer.

H0: influence of the advertisements on the purchase decisions is independent of the

professional background.
H1: influence of the advertisements on the purchase decisions is not independent of the
professional background.
OBSERVED FREQUENCY
Extent of Ad Influence Wholly Partially Not At Total
All

Profession
Service 27 23 2 52
Business 10 8 1 19
Self employed/Professionals 9 20 0 29
Total 46 51 3 100
EXPECTED FREQUENCY
Service 23.92 26.52 1.56 3
Business 8.74 9.69 0.57 68
Self employed/Professionals 13.34 14.79 0.87 29
Total 46 51 3 100

=105.905-100
cal=5.905
Degrees of freedom=4

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At α=0.05
α=9.487

cal< α
Hence accept H0.

Analysis:
Influence of the advertisements to buy the product is independent of the profession
background of the customer.

4.9 Influence of the advertisement to buy the product with regards to the income of the
customer.
H0: influence of the advertisement on the purchase decisions is independent of the income
level.
H1: influence of the advertisement on the purchase decisions is not independent of the
income level.

OBSERVED FREQUENCY

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Extent of Ad Influence Wholly Partially Not At Total

All

Income
5000-10000 6 2 0 8
11000-20000 16 11 1 28
21000-30000 21 21 0 42
31000 & above 3 17 2 22
Total 46 51 3 100
EXPECTED FREQUENCY
5000-10000 3.68 4.08 0.24 8
11000-20000 12.88 14.28 0.84 28
21000-30000 19.32 21.42 1.26 42
31000 & above 10.12 11.22 0.66 22
Total 46 51 3 100

=116.42-100
cal=16.42
Degrees of fredom=6
At α=0.05

α=12.591

cal< α
Hence accept H0.

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Analysis:
Influence of the advertisements is independent of the income level of the customer.

4.10 Reason for satisfaction level of the product with regards to the age.
(Source: this is the analysis of the Q.7 from the questionnaire)
H0: satisfaction level of the customer is independent of the age.
H1: satisfaction level of the customer is not independent of the age.

OBSERVED FREQUENCY
Satisfaction level Extremely satisfied Satisfied Dissatisfied Total

age in years
25-35 9 28 4 41
36-45 4 29 1 34
46 & above 5 18 2 25
Total 18 75 7 100
EXPECTED
FREQUENCY

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25-35 7.38 30.75 2.87 41

36-45 6.12 25.5 2.38 34
46 & above 4.5 18.75 1.75 25
Total 18 75 7 100

=103.182-100
cal=3.182
Degrees of freedom=4
At α=0.05
α=9.487

cal< α
Hence accept H0.

Analysis:
Satisfaction level of the customer is independent of the age of the customers.

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4.11 Reason for satisfaction level of the product with regards to the educational qualification
of the customer.

H0: satisfaction level of the customer is independent of the educational qualification.

H1: satisfaction level of the customer is not independent of the educational qualification
OBSERVED FREQUENCY
Satisfaction level Extremely Satisfied Dissatisfied Total
satisfied

Education
12th std 0 3 0 3
degree/Diploma/B.E. 13 51 4 68
post graduate and others 5 21 3 29
Total 18 75 7 100
EXPECTED
FREQUENCY
12th std 0.54 3.25 0.21 3
degree/Diploma/B.E. 12.24 51 4.76 68
post graduate and others 5.22 21.75 2.03 29
Total 18 75 7 100

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=100.436-100

Cal=0.436
Degrees of freedom=4
At α=0.05
α=9.487

cal< α

Hence accept H0.

Analysis:
Satisfaction level of the customer is independent of the educational qualification of the
customers.

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4.12 Reason for satisfaction level of the product with regards to the professional background
of the customer.

H0: satisfaction level of the customer is independent of the professional background.

H1: satisfaction level of the customer is not independent of the professional background.
OBSERVED FREQUENCY
Satisfaction level Extremely satisfied Satisfied Dissatisfied Total

Profession
Service 7 40 5 52
Business 2 16 1 19
Self employed/Professionals 4 24 1 29
Total 18 75 7 100
EXPECTED
FREQUENCY
Service 9.36 39 3.64 52
Business 3.42 14.25 1.33 19
Self employed/Professionals 5.22 21.75 2.03 29
Total 18 75 7 100

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=103.055-100
cal=3.055
Degrees of freedom=4
At α=0.05
α=9.487

cal< α
Hence Accept H0.

Analysis:
Satisfaction level of the customer is independent of the professional background of the
customer.

4.13 Reason for satisfaction level of the product with regards to the Income level of the
customer.
H0: satisfaction level of the customer is independent of the income level.
H1: satisfaction level of the customer is not independent of the income level.
OBSERVED FREQUENCY

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Satisfaction level Extremely satisfied Satisfied Dissatisfied Total

Income
5000-10000 2 4 2 8
11000-20000 6 21 1 28
21000-30000 9 31 2 42
31000 & above 1 19 2 22
Total 18 75 7 100
EXPECTED FREQUENCY
5000-10000 1.44 6 0.56 8
11000-20000 5.04 21 1.96 28
21000-30000 7.56 31.5 2.94 42
31000 & above 3.96 16.5 1.54 22
Total 18 75 7 100

=108.551-100
cal=8.551
Degrees of freedom=6
At α=0.05
α=12.591

cal< α
Hence Accept H0.

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Analysis:
Satisfaction level of the customer is independent of the income of the customer.

4.14 Reason for consumer buying the product with regards to the age.
(Source: this is the analysis of Q.8 from the questionnaire)
H0: buying of the product is independent of the age of the customer.
H1: buying of the product is not independent of the age of the customer.
OBSERVED FREQUENCY
reason for buying the Quality Pricin Product After sales
product g line service Total
age in years
25-35 3 8 9 21 41
36-45 2 12 6 14 34
46 & above 2 7 7 9 25
Total 7 27 22 44 100
EXPECTED
FREQUENCY
25-35 2.87 11.07 9.02 18.04 41

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36-45 2.38 9.18 7.48 14.96 34

46 & above 1.75 6.75 5.5 11 25
Total 7 27 22 44 100

=103.442-100

cal=3.442

Degrees of freedom=6

At α=0.05

α=12.591

cal< α

Hence accept H0.

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Analysis:
Buying of the product is independent of the age of the customer.

4.15 reasons for customer buying the product with regards to the educational qualification of
the customer.

H0: Buying of the product is independent of the education of the customer.

H1: Buying of the product is not independent of the education of the customer.

OBSERVED FREQUENCY
reason for buying the Quality Pricing Product After sales
product line service Total
Education
12th std 0 0 1 2 3
Degree/Diploma/B.E 5 15 13 35 68
Post graduate and others 2 12 8 7 29
Total 7 27 22 44 100
EXPECTED
FREQUENCY
12th std 0.21 0.81 0.66 1.32 3
Degree/Diploma/B.E 4.76 18.36 14.96 29.92 68
Post graduate and others 2.03 7.83 6.38 12.76 29
Total 7 27 22 44 100

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=108.524-100
cal=8.524
Degrees of freedom=6

At α=0.05

α=12.591

cal< α
Hence accept H0.

Analysis:
Buying of the product is independent of the educational qualification of the customer.

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4.16 Reason for buying the product with regards to the professional background of the
customer.
H0: Buying of the product is independent of the professional background of the customer.
H1: Buying of the product is not independent of the professional background of the customer.
OBSERVED FREQUENCY
reason for buying the Quality Pricing Product After sales
product line service Total
Profession
service 4 20 2 26 52
Business 2 4 5 8 19
Self employed 1 3 15 10 29
Total 7 27 22 44 100
EXPECTED
FREQUENCY
service 3.64 14.04 11.44 22.88 52
Business 1.33 5.13 4.18 8.36 19
Self employed 2.03 7.83 6.38 12.76 29
Total 7 27 22 44 100

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=127.289-100

cal=27.289
Degrees of freedom=6

At α=0.05

α=12.591

cal> α
Hence Reject H0.

Analysis:
Buying of the product is not independent of the professional background of the customer.

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4.17 Reasons for consumer buying the product with regards to the income level of the
customers.

H0:Buying of the product is independent of the income level of the customer.

H1: Buying of the product is not independent of the income level of the customer.

OBSERVED FREQUENCY
reason for buying the Quality Pricin Product After sales
product g line service Total
Income
5000-10000 0 1 3 4 8
11000-20000 1 2 10 15 28
21000-30000 4 14 5 19 42
31000 & above 2 10 4 6 22
Total 7 27 22 44 100
EXPECTED
FREQUENCY
5000-10000 0.56 2.16 1.76 3.52 8
11000-20000 1.96 7.56 6.16 12.32 28
21000-30000 2.94 11.34 9.24 18.48 42
31000 & above 1.54 5.94 4.84 9.68 22
Total 7 27 22 44 100

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=117.08-100

cal=17.08
Degrees of freedom=9

At α=0.05

α=16.919

cal> α
Hence reject H0.

Analysis:

Buying of the product is not independent of the income level of the customer.

4.18 Influence of the brand ambassador in buying decision.

(Source: this is the analysis of Q.9 from the questionnaire)

influence Respondents
Strongly agree 4

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Agree 19
Neither agree nor 23
Disagree
Disagree 34
Strongly disagree 20

Analysis:
➢ 34% of the respondents rated the option neither disagrees as highest.
➢ 23% of the respondents feel their buying may or may not be influenced by the brand
ambassador.
➢ 20% of the respondents strongly disagree that their buying is influenced by the brand
ambassador.
➢ 19% of the respondents agree that their buying is strongly influenced by brand
ambassador and rest 4% strongly agree with this point.

4.19 Preferred place to buy the products.

(Source: this is the analysis of the of Q.10 from the questionnaire)

Place of purchase Respondents

Shopping mall 32
Showrooms 14
Exclusive outlets 51
Retailers 2
Other shops 1

Analysis:
51% of the respondents prefer to buy the product in the exclusive outlets of the Reid and
Taylor, 32% prefer to buy in shopping malls and the rest, 14% in showrooms, 2% from
retailers & !% from other shops.

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4.20 opinion about the nearest retail outlet.

(Source: this is the analysis of Q.11 from the questionnaire)

Experience Respondents
Delighted 29
Satisfied 31
Neither satisfied nor Dissatisfied 38
Dissatisfied 02

Analysis:
From the above analysis it is evident that 38% of the respondents neither satisfied nor
dissatisfied with the outlet. 31% of the respondents are satisfied with the outlet and 29% of
the respondents are delighted with the nearest outlet.

4.21 Consumer behaviour in the given situation

(Source: this is the analysis of the Q.12 from the questionnaire)

Buying behaviour Respondents

Definitely buy 13
Probably buy 32
Not sure 14

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Probably not buy 29

Surely not buy 12

Analysis:
From the above analysis we can make out that if discounts are offered 32% of the
respondents would probably buy & only 13% would surely buy.

CHAPTER-5
FINDINGS,
SUGGESTION &
CONCLUSION

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FINDINGS:
Following are the findings drawn from on the basis of the data collected from the
respondents:
➢ According to the study the customers are completely aware of the brand Reid &
Taylor.
➢ According to the study highest number of customers has purchased the Reid and
Taylor Fabrics.
➢ The study reveals that Newspapers have played a major role in creating the brand
awareness amongst the customer compared to all other media’s.
➢ We get to find majority of the customers tend to make their purchases only during
festival seasons.
➢ Most of the customers have rated Reid and Taylor as a very good Brand.
➢ According to the study influence of advertisement is independent of educational
qualification, professional background & income whereas it is dependent on the factor
of Age.
➢ We get to find that the satisfaction level of the customer is independent of the
criteria’s such as age, educational background, professional background and income
of the customer.
➢ According to the study consumer decision making is independent of the factors such
as age and educational qualification whereas it is dependent on the factors such as
profession background and income level of the customer.

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➢ We get to find from the study that only a minor portion of the customers are
influenced by brand ambassador in their buying decision.
➢ The study also reveals that majority of the customers prefer to buy the fabrics in the
excusive outlets and in shopping malls than any other place.
➢ Most of the customers are happy and satisfied with their nearest retail outlet.
➢ We get to find that Offering discounts may not motivate the customers to buy the
product

Suggestions:
➢ It is evident from the study that only through newspaper; the customers are getting
aware of the brand. So the company should try and use other media’s such as
Television, Internet in promoting their brand.
➢ Company should en cash the festival seasons and should do aggressive selling during
festival seasons as majority of the respondents have expressed that their purchase is
mainly during festivals.
➢ Company should open its own exclusive outlets and outlets in shopping malls as the
customers prefer these points for their purchase.
➢ Company should try and concentrate on the quality of the products and after sales
service rather than pricing as customers doesn’t consider price as an important factor
when it comes to buying of branded clothing’s.
Conclusion:
As the saying goes in the financial sector, it is not advisable to put all eggs in one
basket. This is what happened somewhat in the case of the Indian textile industry.
With the opening of world markets and the abolition of textile quotas since 2005,
there came a negative situation as well. But, hindsight is always 20-20. Indian textile
industry should have focused on all major sectors right from fibre to fashion and
planned for an organized growth across the supply chain so as to compete with China
and even countries such as Pakistan, Vietnam and Thailand. Instead, the industry had
put majority of its stock in the spinning sector. This is clearly evident in the utilization
of Technology Upgradation Fund Scheme effectively by the spinning sector.

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Although it is a positive outcome, the industry turned a blind eye on value-adding

sectors such as weaving and finishing. Indian power loom sector, which enables
value-addition is a highly unorganized industry and needs major upgradation. Not
only India does not have world quality indigenous shuttle less looms, but also
investments are not adequate to cope with the quality and quantity to cater to the
export market. Technical textiles sector is still in its infancy and a tangible growth
will be highly visible by 2035 when the growth in this sector will be exponential.
As far as Reid and Taylor is concerned there is bright future ahead for textile industry
in India. The company should go for aggressive promotion to sustain competition and
open more its own retail outlets in customer convenient places and concentrate on
quality of the product rather than other factors such as pricing etc.
BIBILOGRAPHY
Kothari C R, Research Methodology (2004), New Age International Publishers, New Delhi.
Shenoy G V, Quantitative Techniques for Managerial Decisions (1989), New Age
International Publishers, New Delhi.
Schiffman Leon G, Consumer Behaviour (2008), Prentice Hall of India Pvt Ltd Publishers.
Hawkins Del L, Consumer behaviour (2007), Tata Mcgraw-Hill Publishing Ltd.

Websites:
www.sknl.co.in/reid_taylor_india.aspx
www.reid-n-taylor.com.
www.bondwiththebest.com
www.indiantextilejournal.com
www.citiindia.com

Other sources:
Company manuals
Company journals

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ANNEXURE

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 CONSUMER PERCEPTION

Hello sir/mada

Thank you for a

CENTRE pursu
PERCEPTION
I would like to h

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NAME:
 CONSUMER PERCEPTION

7. Are you satisfied with Reid & Taylor clothing’s?

Extremely satisfied satisfied Dissatisfied

8. Which of the following factors influenced you while making a purchase decision?

Quality
Pricing
Product line
After sales service

9. Brand ambassador influence me to buy the Reid & Taylor Apparels

Strongly agree
Agree
Neither agrees nor disagrees
Disagree
 Strongly disagree

10. Where would you prefer to buy Reid & Taylor Apparels?

Shopping malls
Showrooms
Exclusive Outlets
Retailers
Others, please mention

11. What was the experience with your nearest Reid & Taylor outlet?

Delighted
Satisfied
Neither satisfied nor dissatisfied
Dissatisfied

12. If Reid & Taylor gives good amount of discounts/offers, would you be more likely to
buy it?

Definitely buy
Probably buy
Not sure
Probably not buy
Definitely not buy

13. If you have any suggestions to Reid & Taylor, please give the same below
.......................................................................................................

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