analyze the consumer behavior toward point blank project

7/27/2019 analyze the consumer behavior toward point blank Project

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CHAPTER1

INTRODUCTION

OBJECTIVES OF THE STUDY

SCOPE OF THE STUDY

METHODOLOGY OF THE STUDY

LIMITATION OF THE STUDY


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Introduction

Marketing is an attitude or a cause of study of business thinking concept

which is applied to every walk of life. Market is considered as the task of buildings

and stimulation buyer to buy product of the firm. In modern days there is a cut

throat competition among manufacturers. Every manufacturer adopts his own

methods and techniques to compete in the market. Therefore manufacturers must

adopt some methods to know the consumers behavior toward his product. Since

consumer is one who will decide weather or not to buy a particular product,

marketers have to understand the role of consumer in the market and workout

marketing programs accordingly.

Survey is the most commonly used method of collecting primary data

marketing research. This is widely used because of extreme flexibility. By

extracting meaningful information from the collective data this report is prepaid by

presenting the major finding & recommendations which came from study. In other

words the present study has made an attempt to probe the preference of consumers

towards point blank in Bellary.


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Objectives of the study

To analyze the consumer behavior toward point blank.

To identify the attributes (quality, price, availability etc.) of jeans, which areimportant to consumers.

To know about the techniques of productive process in POINT BLANK.

To study the brand point blank.

To study the current concerns tastes and preference in regard to the designand quality of jeans.


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Scope of study

The garments industry is one of the most important industries of India

because it reflects our culture and heritage and more over it has an established

market. The research of his kind helps to put the theoretical aspects into practice.

The research aims to give information about the brand point blank. Nature of the

study methods used findings of the investigation, conclusions and

recommendations inferred from the findings. This also enables the firm to

implement the recommendation made at the end of study. Overall scope of the

study would be find the awareness potential and attitude for point blank Bellary


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Limitations of study

The response from customers was sometimes biased.

Time constraint is one of the main limitation of this study.

This study is subject to general and not specific.


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CHAPTER2 Company Profile

Organizational Structure

Values of Point Blank

Marketing Mix

Production process


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COMPANY PROFILE

COMPANY PROFILE

Company profile at glance

Name of Firm : B.B BROS

Name of the Brand : Point Blank

Address : Sudha cross,

Cantonment

Bellary

Website :www.pointblankjeans.com

Phone. No : 08392-242331

E-Mail :[email protected]

Nature of firm : Partnership

Partners : Bhanu Prasad

Bharani

Year of incorporation : 1995

No of employees : 32
http://www.pointblankjeans.com/http://www.pointblankjeans.com/http://www.pointblankjeans.com/mailto:[email protected]:[email protected]:[email protected]:[email protected]://www.pointblankjeans.com/


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The company started in 1995. It was a humble beginning done by B.B BROS

with an initial turnover of around Rs.50,000/-. The B.B Bros initially started with a

launch of a single product i.e., jeans. Now it has got a wide range of products of

different models ranging from jeans, cottons, chinos cottons, ladies jeans and

cottons, denim shirt and jackets, kids wear etc.

Today it has been said to be the best jeans company in our whole Karnataka

state, and it is one of the leading brands from south India. It has been exporting its

jeans to different African, Australian and Asian countries and also recently. It has

also become supplier to United Kingdom recently. This phenomenal growth could

be attributed to constant quality improvisation, product guarantee, and follow up of

customer feedback and brand promotion.

Before launching POINT BLANK jeans the entrepreneurs first manufactured

a generic brand and then they learnt about various aspects of garment industry and

then launched brand of their own with a brand of POINT BLANK jeans. This

makes us to understand that before launching a product it is necessary to do a pilot

study before starting the company operations. They launched initially only a single

product in form in jeans.

Then they slowly diversified into other different ranges, with a mere

investment of Rs.50,000 but now the company is earning in crore of Rupees its

turnover.


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VALUES OF POINT BLANK

* Integrity

We shall be true to ourselves and fair to others.

* Innovation

We should have innovative ideas.

* Customers centric

Customers should be foremost in everything we do.

* Passion for excellence

We should have boundless enthusiasm and passion to do the best.

* Respect

Every individual is equal member of point blank.


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PRICE

Price is the amount of money which is needed to acquire in exchange of somecombined assortment of a product and its accompanying services.

Price of point blank on basic design is very reasonable. The prices of such

branded jeans starts from unbelievable 195 only. But on designer trends it is little

higher due to which it can meet the profit, and still those prices are very

competitive in the market.

Brand loyalty generated price inelastic demand. Therefore the brand loyal

customers pay fair prices for the products.

PLACE

Location is the great disadvantage for the company. It is located outside the

city. But the disadvantage has been overcome by strong brand name, aggressive

promotion and competitive pricing.


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PROMOTION

It consists of those activities that are designed to bring a companys goals and

services to the favorable attention of customers. The promotional step taken up by

point blank is as follows.

Advertisement through hoarding Through magazines Conducting fashion shows Calculated budget for promotion every year

Sponsorship Social cause marketing Trade shows Event marketing Company also checks seasonal decline in sales

Services offered by point blank

Ordering ease:

It means how easy it is for the customers to place an order in point

blank. The people who cannot come to the showroom or are far away from the

Bellary city can place an order through phone calls, E-mail etc by providing the

details of their address and about the payments.


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Delivery:

Point blank has adopted the policy of Quick response system which is

one of the secret of success. According to this policy as soon as possible the firm

tries to deliver the goods after packing products as per the instructions given by

the purchaser.

Customer consultancy:

The company not only provides information about the products but also

advises the customers. They advice in matters like which type of jeans is suitable

for regular wear, official wear, party wear, which color of shirts suits them etc

because the organization feels teaching fashion creates higher level of

satisfaction for customers and goodwill to the company.

Maintenance of repair:

Point blank is the only brand which provides after sales services in the

garment for complaints lie zip failure, fading of color, button broken etc and also

they care of other problems like shrinkage of cotton shirts, exchange of products

etc.


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Production process:

Flowchart shows the process of general working about the production

department in point blank.

Fabric

Cutting

Washing

Steam

Finishing

Stitching


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Process of washing

After the fabric is turned into grey piece it is send to washing unit for the

dying of different colors and softening the fabric. Due to the advancements in

science and technology different types treatment are given so as produce quality.

Here the grey piece is put into the washing drum with hot water and depending

upon the capacity of washing drum, number of pieces is put into it and the

required chemicals are added and the machine is made to run for hours and

The pieces made to dry and it is put into a softener machine an which the steam

is passed and layers of fabric softened.

Process of finishing

This is last step involved in the production of a garment. This is long process.

Here the piece is turned into a finished product, which can be directly used by

the consumer and satisfy one of his want.

In the process of finishing, the thread and waste pieces which are left in the pant

by stitching unit are cut off using trimmer and scissor. And the accessories such

button, elite and label i.e. the name of brand are attached to the product and send

for steam iron. Here wrinkles on the product are diminished with the help ofsteam iron and the accessories such as tags, label and polythene bags are added

and send by transport to the showroom.


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Comparative study

Fabric:

The fabric used by point blank ranges from denim, satin, chinos denim,cotton, corduroy etc. they are of highest i.e. export fresh grade. The fabrics are

of finest quality from leading mails in India and abroad.

Big brands of India also use the same.

Technology:

Latest and sophisticated technology is used in making of point blank

garments. The machines used are form Japan and Germany.

Top brands use similar technology.

Accessories:

Accessories like zips, buttons, threads, revits, and labels are either imported

from worlds leading brands are sourced from Indias best manufactures. There isno compromise in quality and pricing of accessories.

You will notice the best brand use the same accessories.


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Pricing:

Point blank is a clear winner in comparison to other top brand in pricing.

Using the same fabrics, technology, accessories, finishing and quality standards but

priced very reasonable. For e.g. chinos jeans of point blank sells at Rs. 525 where

as the next top brand starts from 1395/- to 1995/-. Only 6 to 7 brands use chinos

denim and point blank is one among them selling at 1/3rd price. This is where the

strength lies. You could notice Rs. 1000/- difference between point blank shirts

and other big brand. The difference is not the quality but the name. Many products

prices have remained the same for the last 10-13 years.

Discounts:

Coming to point blank outlet in Bellary apart from point blank have you heard

discounts on brands like jockey, Levis inner wear, classic polo, neva, crocodile etc

that too on fresh goods. Apart from discounts guarantee on the above brand up to a

year. So purchasing at point blank has always been a pleasant expenditure to

customers.

After sales services:

Perhaps the only board to give services up to 5 years. Any complaint is taken

care of. For e.g. there is complaint of zip failure, button broken, stitches coming

out or color fading etc for pants taken 4 years back, services is rendered free of

cost. No wonder customers are confident during purchase as to all problems

encountered in failure is taken care off.


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Customers loyalty:

It is observed that customers loyalty is very high. Many of the customers are

regular a loyal brand user for past 10-13 years. Whichever part of world they are

they make it as point to purchase only point blank products. Customers loyalty is

retained due to after sales services, reasonable pricing, genuine and superior

quality.

Conclusion

Point blank is growing at the phenomenal rate of 70% where as industry is

growing at 14%. There is an excellent combination of low pricing with

international quality standards. Recession has not impacted point blank, basic

fundamentals are strong. Reasonable pricing with greater turnover is the motto.

Adaptability to changing tastes and innovation has been their strength.


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CHAPTER3

Theoretical background of the study


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Theoretical Background

Industrial background of readymade garments:

World over the readymade garment industry has acquired a prominent place with

its huge turnover having a very large market.

The same scene exists in India also. The readymade garment industry is gaining

more importance in recent years. The garment manufacturing industry has always

proved to be a lucrative business. The main factor attributed for its flourishing are

changes in the lifestyle of human beings. Changes of attitude towards the use of

new designated garments, ever changing fashions, competition among the

readymade garment producing units to bring out continuous changes in the design

and fashions for their survival, increased level of income, modern media of

advertisement etc.,

India is not only the largest producer of cloth in the world but also exports

readymade garments to various customers of the world. Readymade garments form

important sources of foreign exchanges to India. The industry contributes over Rs.

50,000 crores directly to GDP (Gross Domestic Product) the capital base is low but

the employment potential is high. The industry provides large number of

employment opportunities directly and indirectly.


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Karnataka is one of the important states in the country known for production of

cotton cloth and readymade garments. The favorable climatic conditions, fertile

soil, assured supply of water by multipurpose project and yielding variety of cotton

seeds enhanced the production capacity of cotton in Karnataka. The increased

production created vast opportunities for the development of textiles mills on

modern lines and the establishments of readymade garments manufacturing centre

in the state are Bangalore, Bellary, and Basavakalyana.

TROUSER TOWN specializing in trendy jeans. Bellary has always been an

underdeveloped area. It is indeed a splendid achievement for this backward district

that today it has become a pioneer in the manufacturing of readymade garments.

Bellary is the largest jeans manufacturer in South India and one of the largest in

India.

Marketing Research :

According to American marketing accusation Marketing research is a systematic

design, collection analyzing, reporting, and communication the findings about the

problems relating to the marketing of goods and services.


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CHAPTER4

Analysis and evaluation SWOT analysis


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ANALYSIS OF MARKET RESPONSE TOWARDS POINT BLANK

Table no.1 showing the age- Group of Respondents

Particulars No. of respondents Percentage

Below 25 10 10%

26-35 25 25%

36-45 40 40%

45 above 25 25%

Total 100 100%

Interpretation:The above chart clearly says that 42% are from the age group of

36-45 and 11% are below the age group of 25.

0

5

10

15

20

25

30

35

40

45

Below 25 26-35 36-45 45 above


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Table no.2 Marital status of Respondents

Sl. no Particulars No. of

Respondents

Percentage

1 Single 40 40%

2 Married 60 60%

Total 100 100%

INTERPRETATION:From the above table shows that 40% of

respondents are say single and 60% of respondents says married.

0

10

20

30

40

50

60

70

Single Married

1 2


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Table no.3 showing the profession of Respondents


Students 13 13%

Businessmen 49 49%

Govt. Employees 20 20%

Private Employees 18 18%

Total 100 100%

Interpretation:From the above analysis we can conclude that most of

the customers are business man and very less i.e., 13% of customers are

students.

0

10

20

30

40

50

60

Students Businessmen Govt. Employees Private Employees


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Table no.5 Have you been to point blank shop in Bellary?


Yes 86 86%

No 14 14%

Total 100 100%

Interpretation:

From the above analysis as 86% of the respondents visited point blank.

By this one can say that point blank is successful in getting people in

their organization.

0

10

20

30

40

50

60

70

80

90

100

Yes No


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Table no. 6 At point blank showroom what garments do you shop?

Particulars No. of respondents percentage

Gents 62 62%

Ladies 22 22%

Kids 16 16%

Total 100 100

Interpretation:

The above chart shows that mostly (62%) customers purchase gents

garments In point blank and only 16% purchase kids garments. So

company should concentrate on kids section also to get more sales.

0

10

20

30

40

50

60

70

Gents Ladies Kids


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Table no.7 What do you buy at point blank?


Jeans 41 41%

Shirts-casual/formals 27 27%

T-shirts 16 16%

Jackets 9 9%

Inner wear 7 7%

Total 100 100%

Interpretation:From this chart it is clear that 41% of respondents from point blank

buy jeans and only 7% of respondents buy inner wear from the firm. So it is

concluded that mostly customers buy jeans in point blank.

0

5

10

15

20

25

30

35

40

45


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Interpretation:So from this analyzed information we can say that customers i.e.,

32% feel finest quality with less price makes point blank the fastest growing brand

year after year.


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Table no.9 What do you expect point blank to serve you better?

Particulars No. of respondents percentage

More branches 71 71%

Good quality 14 14%

More variety 15 15%

Total 100 100%

Interpretation:

As majority of respondents i.e., say that they expect more branches from point

blank to serve them better so it is suggested the company to open more branches.

0

10

20

30

40

50

60

70

80

More branches Good quality More variety


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Table no. 10 Which fabric is preferred for purchasing of jeans?


Cotton 33 33%

Jeans 11 11%

Chinos jeans 44 44%

Chinos cotton 12 12%

Total 100 100%

Interpretation:So from this data collected we can say that majority market prefers

denim and cotton jeans and preference for cotton is comparatively less. So

company must produce more denim and chinos jeans as demand for them is more.

0

5

10

15

20

25

3035

40

45

50

Cotton Jeans Chinos jeans Chinos cotton


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Table no. 11 Customer impression about point blank company


Yet to be improved 6 6%

Good 12 12%

Better 47 47%

Best 35 35%

Total 100 100%

Interpretation:

The above pie chart says that the firm is successful in impressing the customers

with their qualitative products because 35% of respondents say that point blank is

best company to shop.

0

5

10

15

20

25

30

35

40

45

50

Yet to be improved Good Better Best


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Table no. 12 What is your opinion about management?

Particulars No of respondents Percentage

Highly satisfied 50 50%

Satisfied 20 20%

Neither satisfied nor

dissatisfied

15 15%

Dissatisfied 10 10%

Highly dissatisfied 5 5%

Total 100 100%

Interpretation:

The above pie chart shows that 50% of respondents are highly satisfied 20% of

respondents are satisfied and 15% of respondents are neither satisfied nor

dissatisfied and 10% of respondents are dissatisfied and 5% of respondents are

highly dissatisfied.

0

10

20

30

40

50

60

Highly satisfied Satisfied Neither

satisfied nor

dissatisfied

Dissatisfied Highly

dissatisfied


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SWOT Analysis

The overall evaluation of companys strength, weakness, opportunities and threats

is called SWOT Analysis.

STRENGTH

The firm has an excellent co-ordination, team spirit among the staff. Company work as a team to finish their production on time. Availability of good quality products at competitive price. Self marketing. Goodwill of the brand. Innovative skills. Co uses latest machines and equipments & technology for quick supply. There is scope for exports. Quality control is rigorously practiced. After sales services. There is direct communication between the customers and top management. The fabric used in point blank shirts and trousers are made from the finest mills

in India, France, China ,Egypt etc..,


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WEAKNESS

No canteen facilities Tax burden Showroom is in outskirts of city The company has small staff with shallow skills.

OPPORTUNITIES

Expansion Opening of many retail outlets throughout Setting of more manufacturing units Diversification To advertise themselves in global marketing events Potential market for garment industry is very high.


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THREATS

Competition from top brands Difficult to win over large customers Change in fashions.

The implication of SWOT analysis on the organization shows that the company

has maintained goodwill in the eyes of customers by maintaining the quality and

price.

It has large opportunities where it can earn huge profits and retain market share.


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CHAPTER5

Findings and suggestion

Conclusion


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Findings

Customers are of opinion that point blank is a very good and guarantee ablecompany so they prefer it.

Majority of respondents are aware of point blank. The study reveals that majority of respondents have visited point blank. Customers who have purchased at point blank are satisfied with the products. Customers who have purchased at point blank are very likely to recommend

point blank to others.

Most of the customers are businessman. The present study shows that a fabric mostly preferred by customers is chinos

jeans.

Mostly customers buy jeans at point blank. Advertisements are not so attractive.


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Suggestions

Increase retail showrooms in Bellary and also others parts of country.

Come up with more variety in shirts and t-shirts. Concentrate and give more importance for new and attractive ads to increase

demand.

Company can train and motivate the sales force to deceive spots and reportnew developments.

Company can use online customers feedback systems to collect competitiveinformation.

Conduct periodical market survey to know market the potential. Appoint the marketing executive for marketing the products to cover entire

Karnataka region.

Concentrate more on ladies section also. The company can extend distribution and sales to reach all the place with

access to local market.


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CHAPTER - 6

ANNEXURE

QUESTIONNAIRE


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Questionnaire

Dear sir / madam

I am Mr. MANJOOR.K studying 6th

semester BBM. From

VEERASHAIVA COLLEGE. I am doing project work on POINT

BLANK. Point blank is one of the leading manufactures in gents, ladies,

and kids wear. I request your valuable time to fill the questionnaire.

Thank YOU.

1. Name : ___________________2.Age group : a) below 25 [ ] b) 26-35 [ ]

c)36-45 [ ] d) above-46 [ ]

3.Place :

4.Ph. No :


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5.Marital status :a) Single [ ]

b) Married [ ]

6.Occupation :a)Student [ ]

b)Businessmen [ ]c)Govt. employees [ ]d)Private employees [ ]

7.Have you heard of point blank?a)Yes [ ] b) No [ ]

8.Have you been to point blank shop in Bellary?a)Yes [ ] b) No [ ]

9. At point blank showroom what garments do you shop?a)Gents [ ]

b) ladies [ ]c) kids [ ]


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10. What do you buy at point blank?a)Jeans [ ]

b)T-shirts [ ]c)Kids T-shirts [ ]d)Shirts-causal/formals [ ]e)Kids pants [ ]f) Inner-wear [ ]g)Jackets [ ]

11. What makes point blank the fastest growing brand, year after year?a)Greater variety/choice [ ]

b)Guarantee & after sales service [ ]c)Finest quality with less price [ ]d)Customer care [ ]


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12. Which fabric do you prefer for jeans?a)Chinos cotton [ ]

b)Chinos jeans [ ]c)Denim [ ]d)cotton jeans [ ]

13. What is the customer impression about point blank company?a)Yet to be improved [ ]

b)Good [ ]c)Better [ ]d)Best [ ]

14. What is your opinion about the Management?a) Highly Satisfied [ ]

b) Satisfied [ ]

c) Neither Satisfied nor Dissatisfied [ ]

d) Dissatisfied [ ]

e) Highly Dissatisfied ( ) [ ]

15. Your slogan/caption for point blank_________________________________________


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16. Point blank shirts are the highest quality, starting from as low as195/- onwards. Point blank makes shirts for Indias best brands.

From its shirting opinion/comments

____________________________________

17. What do you expect from point blank to serve you better?_______________________________________________________

_______________________________________________________

_____________________________

For the last 14 years, point blank has undertaken relentless path for

excellence. Constant innovation a superior products with lesser price

is its strength. You can always trust the leader.


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THANK YOU

analyze the consumer behavior toward point blank project

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