market research for 100% cotton yarn dyed shirting fabrics in normal and wrinkle free finish and wfc...

8/13/2019 Market Research for 100% Cotton Yarn Dyed Shirting Fabrics in Normal and Wrinkle Free Finish and Wfc Garments

1/71

l and international competition, our company Donear is ready to meet the challenges of

emerging situation.

.

1| P a g e


2/71

Company Profile

Donear industries limited was established in 1970. Throughout the four decade

journey, the company boasts of their persistency in delivering uality product. ! well

diversified range of fabric just unmatched in its comfort, versatility and styles. The

company was started by our present "hairman, #r. $ishwanath !garwal% &!

$isionary' with immense entrepreneurial s(ills reali)ed the importance of futuristic

fashion and fabrics in *ndia.

+oven intricately with #r. !garwals vision , foresight and determination, the brand

Donear was created and within a short span of time it had become a popular household

name along with other brands.

-nown for its uniue fabrics, Donear initiated a move towards success by defining

new standards in the field of fabric manufacturing along with ecellent customer

services/persisted on building its reputation by catering to the growing demand of

domestic and international tetile mar(ets.

&*f you can dream it, ou can do it' true to the saying what started as a dream

earlier/the popular tetile brand Donear has now transformed into one of the largest

business enterprise in *ndia.

2| P a g e


3/71

oo(ing ahead in line with the future, Donear industries limited intended to increase

the production capacity by acuiring state of the art machinery and by concrete

epansion plans that will allow Donear to fulfill the rapid demands and changing

trends of the tetile industry.

Donear vision is now a mission to establish itself as a global leader in the +orld

Tetile arena. 2ur brand Donear is very strong in *ndia and is very well received by

the consumers all over *ndia.

Donear has three manufacturing setup, two are in 3ilvassa producing about 1.4 million

meters of suitings fabric per month of popular blends li(e 5.$, T.6, 5.+ . The third

plant is in 3urat much bigger in si)e and it is a reenfield project of composite unit of

facilities li(e arn Dying, +eaving and 8inishing. The weaving capacity is about 0.

million meters per month of all 100: cotton, yarn dyed premium shirting and cotton

bottom weights. Total investment of this project is approimately 6s 4;0 crores

spanning over 4; acres of land. *n this premises, Donear has also installed its

prestigious new special finishing plant called iuid !mmonia Technology which

gives the fabric +rin(le 6esistance and more soft and livelier handle and moreover all

day fresh loo(. +e will give the details of this special finish in subseuent chapters.

3| P a g e


4/71

The diverse collection of 3uitings and 3hirtings includes "lassic 8ormals and 8ashion

"asuals in the wide range of top dyed, yarn dyed and piece dyed in innovative weaves

and construction. "ontemporary finishes are offered including wrin(le free, anti%

bacterial and soft and smooth finishes with the help of all recent epansion Donear has

started producing about 40 million meters of suitings and shirtings fabrics from its Teture, 8all, Drape A uury of +oollen 8abric along with

"onvenient Durability A Buality !ssurance of the 3uperfine lended 8abrics. 6oyal

"lassico is the first ever specially tropicali)ed fabric having breathing properties, so as

to suit all (inds of climatic changes. Eniue blending proportions, customi)ed

manufacture of fine yarns, researched selection of shades A state of art finishing

technology are applied to ma(e this uury 3uiting offered to the mar(et F that strives

for perfection.

6| P a g e


7/71

DONEAR 'S(

*t was the first organi)ed effort in offering the mar(et with ready to stitch fabric for

styling along with accessories that come in a special pac(aging.

"onceptuali)ed as a product in (eeping pace with the modern lifestyles, Donear B38

is offering ready to stitch Trousers and 3uit lengths that provide instant access to the

latest fashion styles. Ender the technical guidance of eperts from international

consultants as well as its own technical team, the company has used special yarns in

the fabric to provide> 2ptimum "omfort, @cellent Durability along with an !esthetic

8eel.

DONEAR I(TS ) U

*s a highly successful and uniue concept for gifting of various (inds of fabrics on

special occasion li(e @vents, 8estivals, +eddings, 3pecial 2ccasions, and so forth...

ifts G E is a collection of 3uitings, 3hirtings, Trouser fabric, 8inely "rafted 3uit

engths as well as 3afari engths in elegant gift pac(s. *t also offers matching pair of

7| P a g e


8/71

3hirts A Trousers in blends where 100: "otton, 5lain or "hec( 3hirt lengths are

pac(ed accordingly, and are made available with ingenious pac(aging. 3pecial care is

ta(en to improve 5ermanent 8inish, ul(iness and @cellent 8all for fabrics used in

D2=@!6 ifts G E.

DONEAR SO(T ! S*OOT"

*t is the result of new technology and a dedicated team effort to bring revolutionary

3oft and 3mooth fabric.

Donear has ta(en the domestic mar(et as well as international mar(et with its 3uiting

fabrics by storm, offering 3oft A 3mooth super fine fabric. This fabric has

incorporated a blend of best available technologies, and is a result of team%wor( from

Donears technical department. Donear 3oft A 3mooth is incredibly soft A smooth C *t

has the 8all and ounce of +oollen A "lassic "omfort such as> "otton, 3oft Touch of

3il(, and yet @asy to #aintain along with +ash A +ear ualities of polyester.

3uperlative designing efforts on part of the companys development team is

guaranteed to leave high impact on the purveyor of this fabric.

8| P a g e


9/71

DONEAR INTERNATIONA&

*t is designed for the global connoisseur of eceptional uality of light weight fabric.

This fabric has a superlative loo( in its !esthetics as well as in its 8eel, 8all A race.

Donear international is a result of its global vision, team wor( and dedication to

uality as well as access to the latest international technologies. #icro fibres and finest

yarns are used in this fabric. The fabric has, 3uperb Dimensional 3tability, "rease

6ecovery, @cellent 3moothness, usture, 8all as well as Durability. *t is especially

appropriate for 3uits, la)ers, A Trousers for both #en A +omen.

&INEN (IESTA

Drawing upon the eternal charm and sophistication of inen, this is a fine offering of

various blends of inen.

inen 8iesta is an attempt to use the eternal uury and 3ophistications of linen fibre

and its blends to achieve distinctive linen loo( for both formal and casual wear. Design

creativity has been given maimum license in creating products based on this concept.

9| P a g e


10/71

The products are especially appropriate for 3uits for both #en and +omen as well as

for Trousering. *t is really the stuff the designers of the world aspire to use.

DONEAR INTERNATIONA& +IT" (IT

Donear *nternational with 8abric *ntegrated Technology i.e. 8.*.T. is light weight

fabric, made from micro fibres spun into a two ply yarn which is finest of the suiting

yarn available. *t is treated with a special weight reduction finish for added softness

and comfort. 3uperb dimensional stability and crease recovery, ecellent smoothness,

luster, uniformity and durability.

Al,ertino

?ere the company is offering 100: cotton shirting and bottom weights to the

garments manufacturing sector.

Cyro

+ith this brand company is selling medium to high end cotton shirting and bottom

weights to the consumers through over the counters.

Donear Cottono-a

10| P a g e


11/71


12/71

ABOUT +(C (ABRIC AND AR*ENTS

The concept of +8" was born just about an year ago in the mind of Donear

management. The idea of +8" has come with installation of capital intensive !

project of Japanese technology for which only 1 machines are available all over the

world. Donear felt that in coming days the use and consumption of cotton in apparel

segment will increase . ut we all (now cotton garments are very prone to wrin(les

which act as a hindrance to use cotton shirts or trousers across all segments of society.

*t is highly important for every individual what to wear in all (inds of situation and

still loo( very fresh, trendy. *t is also most important to be always ready to face the

people, be it business, meeting, or social commitment even after day wor( or long

travelling. +e all by and large li(e to wear 100: pure cotton and epect garments to

be wrin(le free.

Traditional wrin(le resistant garment are not free from various problem li(e attraction

of soil and dust particle, reduction of fabric strength, harsh hand feel and retention of

wrin(le free properties to very limited washes and environmental issues. To win over

these problems Donear introduces K! Japanese technology, 100: pure cotton and

linen.

12| P a g e


13/71

+ith the help of indo%Japanese research team and their consistent si months effort,

Donear finally has come out with its secret recipe H K!, an intellectual property of

DonearI (eeping in mind local climatic condition, use and washing habits of *ndian

consumers to optimi)e all benefits li(e ecellent wrin(le free properties together with

soft handle of non%cross lin( cellulose fiber, smoothening of the surface, enhance

absorbency etc.

+ith the application of !, one can achieve D.5 rating of even


14/71

4. etter softness and more supple


15/71

"onsidering above advantages of +8" fabrics, company decides to launch premium

cotton garments eclusive stores. The concept here is in these specialty stores

whatever garments Hshirts, trousers%shirts etc.I will be (ept. !ll will be of special

finishes with the advantages as mentioned above.

O,/ecti-es of t$e pro/ect

2bjectives of this project was to access and determine consumer li(ing and disli(ing

about shirting fabrics with normal and ! finish and also +8" garments. !s

mentioned earlier, the concept of +rin(le free fabrics with ! technology is a very

new concept and company wanted to ma(e some survey to have more concrete

information about consumer behavior to ma(e its strategy correct.

Two specific studies were assigned to me which are as belowL

!ITo study among consumers of ood retail outlets of the city

ITo study among consumers of #2,@2,83

15| P a g e


16/71

3pecific uestionnaire was prepared and location was finali)ed in mutual consultation

between company and myself. *n this project, * have spend 0 days 3tarting from 1;

!ril 4009 to 1; June 4009 in places li(e $aranasi, uc(now, 5atna, 6anchi and

-ol(ata.

Researc$ area and *et$odolo#yL

* was given following area to survey to find out data regarding consumer behavior

along with its reasons whenever possible.

Table eplaining locations and days covered

ocation =umber of days

$aranasi 7

uc(now 7

5atna 7

6anchi 1;

-ol(ata 1;

16| P a g e


17/71


18/71

&I*ITATIONS

* have encountered with following limitations during this study.

1. "onsidering very big target customer segment of each city, * could gather the

data of some respondents, That is, my sample si)e was not very correct and that

might lead to wrong conclusions.

4. =owadays all people are highly disturbed by different mar(eting people li(e

mobile, credit card, insurance, etc. and so inspite of proper approach many

people either did not respond or gave us part information.


19/71


20/71

a3 Price

/3 Brand

c3 2aue for money

d3 MBO!EBO!LFS

e3 Fa/ric design 4 coors

f3 Garment stying

g3 #d0ertising 4 Pu/icity

5& .a0e you e0er 'eard of Wrin6e Free Cotton Garments i6e S'irt or Pant7 (f yes,

1'ic' /rand7___________________________________________________________________

______________________________________________________________

8& .a0e you e0er $urc'ased Wrin6e Free Cotton Garments7 (f yes, 1'ic' /rand and

$rice ?

9& W'at is your e%$erience of use of suc' garments7 Satisfied or Dissatisfied7

& W'at is your E%$ectation from Wrin6e Free Cotton7

;& Woud you i6e to re$urc'ase or /uy 5 st time


21/71

>& W'at is your o$inion a/out a ne1 /rand caed WFC 1'o 1ants to offer /est 0aue

for money Wrin6e Free Garments7

)))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))

)))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))

?& Considering a/o0e situation, 1oud you i6e to /uy WFC garments7 (f yes, at 1'at

$rice $oint7

)))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))

)))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))

@& (n genera situation 1'at $rice difference 1i moti0ate you to /uy Wrin6e Free

Garments o0er norma finis' garments7

))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))

ANALYSIS OF QUESTIONSAge of the respondents

Varanasi

Lucknow Patna Ranchi Kolkata Total

20 0 0 0 0 0

20!30 10 10 11 14 23 68

30!40 6 8 15 6 15 50

40!50 2 5 7 3 11 28

50!60 1 5 2 0 1 9

21| P a g e


22/71

FAMILY TYPE OF RESPONDENTS

Varanasi

Lucknow Patna Ranchi Kolkata Total

#oint 6 14 31 9 14 74

$uclear 13 14 4 14 36 81

22| P a g e


23/71

Data of Purhas!ng t!"e of the gar"ents

23| P a g e


24/71


25/71

25| P a g e


26/71


27/71

Data of purhased #$ %ho" of sa"p&e popu&at!on

27| P a g e


28/71

Data of Peop&e %ho !nf&uene the 'u$!ng De!s!on of Respondents

28| P a g e


29/71

DATA OF (RIN)LE FREE *ARMENTS PUR+,ASED 'Y RESPONDENTS

29| P a g e


30/71

30| P a g e


31/71

DATA OF (ILLIN*NESS TO REPUR+,ASE OR 'UY IT FIRST TIME

31| P a g e


32/71

32| P a g e


33/71

PRICE ON +"IC" A S"IRT IS &I0E&% TO BE PURC"ASED

Varanasi Lucknow Patna Ranchi Kolkata

%&erage 950 1103'57 10'91171 1182 898

(t)e&iation 178'8854 333'86 274'54 258'79 286

(t)e&iation in* 19* 30* 25* 22* 32*

+cl 1300 1757'95 1629 1689 1458

Lcl 599'38 449'18 553'07 675'43 337'3144

33| P a g e


34/71

$ote,

The u--er control li.it an) lower control li.it has /een calculate) on

95* coni)ence le&el that .eans that i the -rices are ke-t /etween this range it

will satis 95* o the total custo.ers' %lso stan)ar) )e&iation in -ercentage

ter.s )escri/es the &aria/ilit o res-onses' Varanasi consu.ers ha&e shown

least &aria/ilit whereas Kolkata ha&e shown .ai.u. &aria/ilit'

E-PE+TATION FROM (F+

34| P a g e


35/71

35| P a g e


36/71

0E% (INDINS1 REASON ! CONC&USION

%s it is clear ro. the gra-h largest nu./er o res-on)ents is o oung

-eo-le so shoul) ocus on outh an) shoul) tr to .ake it as /ran)

which will rese./le outhullness'

%s .ost o the res-on)ents sai) that the -urchase the cloth /

the.sel&es so the a)&ertise.ents shoul) ocus )irectl to the user'

Though Data shows that cloth are purchased any time it have no relation with

season and festival but this may not be true because data was collected in the

months of !pril FJune and this period doesnt have any major festival so the

customers who purchase during festivals may have not visited the stores.

ie an) rien)s inluences the .ost o the -eo-le /eore .aking

-urchase )ecision so the can /e also use) as a .e)iu. to increase

sales'

36| P a g e


37/71

Ti.es o n)ia is rea) in al.ost all o the cities so Ti.es o n)ia can /e

use) as a .eans to -ro.ote the /ran) or all the cities' hereas Local

news-a-ers will /e .ore eecti&e cit wise'

There is no s-eciic lea)er in the TV hannels it shows that TV channel

a)&ertise.ent will /e not an eecti&e .eans'

Price an) /ran) are two actors which inluence the /uing )ecision so

we shoul) ocus on these two ele.ents'

Peo-le those who tra&el shoul) /e our -ri.ar target /ecause while

tra&eling the .a not ha&e -ri&ilege o getting cloths irone) so we

shoul) -osition in such a .anner that it will relect that is the

tra&elers rien)'

Peo-le like a)&ocates )octors are untouche) .arket seg.ent: ocus

shoul) /e .a)e on the.'

Varanasi Patna Ranchi )i) not ha&e &er ew Large or.at stores so i

a large or.at store is o-ene) it will /e a center or attraction an) store

will gain -u/licit well /eore its launch'

37| P a g e


38/71

hile stating the e-ectation ro. the ;ran) though there was

wi)e range o o-inion /ut the were narrowe) )own to i&e un)er the

su/hea) Price cean (trateg in Kolkata the ;ran)s like #ohn .iller

-ro&i)e shirts ro. the range o Rs600 to Rs 2000 with occasional

hea& )iscounts there are also /ran)s like iti ?art which can co.-ete

with '

%rrow /ran) ha&e the largest share o .in) share an) -eo-le will -reer

to /u the %rrow gar.ents i the other things /eing e@ual'

38| P a g e


39/71

%.ong the consu.ers those who ha&e -urchase) the wrinkle ree

gar.ents al.ost all o the. were satisie) an) the woul) like to

re-urchase the cloth'

The res-onse to the @uestion a/out whether the woul) like to tr

the res-on)ents air.e) that the will like to -urchase -ro&i)e) i

it is goo)'

can /eco.e a -art o the liestle o the -eo-le ro. earl

chil)hoo) gar.ents can /e .a)e a&aila/le to school going chil) in

or. o his )ress than it can /e .o&e to the or)er as a )ress an) casual

wear or teenagers at later stages o lie ccle as a or. o or.al

)ressing an) -art wear'

39| P a g e


40/71

PART B:

%ARND%ED +RIN&E (REE COTTON (ABRICS

40| P a g e


41/71

'uestionnaire for %arn Dyed S$irtin#s

Study amon# consumers of #ood retail outlets of t$e city

DateL 5laceL

8ull address of #2M@2M83

=ameL

D2L

!ppro. #onthly *ncomeL 5rofessionL

#arriedMEnmarriedL 8amily TypeL =uclearMJoint 8amily 3i)eL

uying ?abits 3easonalM8estivalM!ny timeL

5urchased byL 3elfM5arentsM+ife

*nfluenced byL 5arentsM+ifeM8riend

=ews 5aperL

T$ channelsL

8actors governing hisMher buying decision

aI5rice

bIrand

cI value for money

dI#2M@2M83

eI8abric design A colors

fI !dvertising A 5ublicity

Specific

1. Do you buy 100: "otton 3hirtingsN

4. +hat factors is the most important factor in your selection of fabricsN

41| P a g e


42/71


43/71

1


44/71

(A*I&% T%PE

44| P a g e


45/71

PUR+,ASIN* TIME

45| P a g e


46/71


47/71


48/71

INFLUEN+ED 'Y

48| P a g e


49/71

49| P a g e


50/71

NE(S PAPER READ

50| P a g e


51/71

+OLOURS LI)ED

51| P a g e


52/71


53/71


54/71

INTENSITY OF +OLOUR DAR).MEDIUM.LI*,T

54| P a g e


55/71

55| P a g e


56/71

IRONIN* ,A'IT OF RESPONDENTS

56| P a g e


57/71

57| P a g e


58/71

(AS,IN* ,A''IT OF RESPONDENTS

58| P a g e


59/71

59| P a g e


60/71

60| P a g e


61/71

+,E+) OR STRIPS

61| P a g e


62/71

62| P a g e


63/71

,O( 'I* STRIPS S,OULD

63| P a g e


64/71

64| P a g e


65/71

,O( 'I* +,E+) S,OULD

65| P a g e


66/71

)EY FINDIN*S AND +ON+LUSION/

Varanasi is reerre) as cultural ca-ital o n)ia it is a center or

e)ucation also it also attract the tourist ro. &arious -art o the

worl)' %-art ro. the cultural as-ects it is a /ig .arket o the

66| P a g e


67/71

eastern +ttar Pra)esh' t attracts consu.ers ro. the

neigh/ouring )istricts an) south western )istricts o ;ihar' This

will account or aroun) 1 cr' Peo-le'

n Varanasi -eo-le -reer a/rics o&er rea).a)e gar.ents this

was clear ro. the act that sho-s with a/rics were ha&ing .ore

custo.ers than the sho-s o the rea).a)e gar.ents also .an

res-on)ents while res-on)ing /rought the -oint that generall

the -reer gar.ents stitche) / tailors o&er the rea).a)e one

/ecause the are chea-er an) will ha&e -ri&ilege to ha&e cloth o

their choice'

Patna rese./les Varanasi in .an as-ects one -eculiar thing

a/out Patna consu.ers is that .ost o the. go or sho--ing

along with their rien)s'

Ranchi is also ter.e) as ?ini ?u./ai an) this is &er true when

we talk in ter.s o cloths -eo-le o Ranchi wear the tren)iest

gar.ents'

+nlike Patna Ranchi consu.ers go or sho--ing with their a.il

.e./ers so i the retail stores are o-ene) at -lace where there

67| P a g e


68/71

are stores or wo.en an) chil)ren it will /e a/le to attract .ore

nu./er o custo.ers'

?ai.u. -ercentage o the res-on)ents were /etween 30!50 so

shoul) ocus on the age grou-'

;lue was the .ost like) colour ollowe) / re) an) white so the

a/rics shoul) /e a&aila/le in this colours also the .ost o the

-reerences were or light colours /ut )ark colour an) .e)iu.

colours were also ha&ing goo) -ercentage o -reerences the

)ata o intensit was al.ost e@uall )i&i)e) a.ong three t-es o

colour i'e )ark .e)iu. re)

(tri- was -reerre) .ore than check so the e.-hasis shoul) /e

on stri-s an) the siAe o the stri-s shoul) /e thin'

>n @uestion o what is the i.-ortant actor in selection o the

a/rics res-on)ents sai) that the choose the a/rics / their

colour )esign o the a/ric an) .ost i.-ortant the select ater the

a/ric which gi&e nice elling on touching so the cloth shoul) /e

a&aila/le in &arious )esigns an) colours it shoul) gi&e nice elling

ater touching'

68| P a g e


69/71

The res-onse a/out washing the cloth / han) or .achine was

)i&i)e) so the co.-an .ust -ro)uce the cloth which are goo)

or /oth han) an) .achine'

%/out ironing the cloth cloths are irone) /oth )o.esticall an)

outsi)e so the a/rics shoul) ha&e -ro-erties that it shoul) /e

goo) or /oth'

or shirting /lack colour shirts /ecause it was .ost )islike)

colour whereas white is a colour which is )islike) / &er ew'

Peo-le use a/rics .ore than the rea).a)e gar.ents or the

giting -ur-ose'

%/out TV channels res-on)ents were not unior. the &iew .an

TV channels /ase) on the -rogra.s telecaste) so it will not /e

wisel to s-en) .ore on news -a-er a)&ertising than Tele

a)&ertising'

%ll o the res-on)ents sai) that cotton the /u cotton shirts thus

there is o--ortunit or /ecause it ha&e wrinkle ree

-ro-erties an) thus it will lower the cost o .aintenance so while

69| P a g e


70/71

a)&ertising we coul) a)&ertise that though it is costlier than the

nor.al cotton /ut it will gi&e ou /etter return in uture / sa&ing

the cost o ironing an) washing'

'I'LIO*RAP,Y

1' ?%RKBT$C ?%$%CB?B$T D; Phili- KotlerE

2' RB(B%RF ?BTF>=>L>CG D; 'R' KothariE

3' RB>R=( > ;T?

e/sites use),

1' www')onear'co.2' www'google'co.

70| P a g e


71/71

market research for 100% cotton yarn dyed shirting fabrics in normal and wrinkle free finish and wfc...

Documents