minor project new,

MINOR PROJECT

ON

HOME FURNISHINGS IN INDIA:

PRESENT SCENARIO AND FUTURE SCOPE-

SPECIAL FOCUS ON TIER-2 CITIES (Patna)

SUBMMITED BY:

SHILPA RAJ

MFM (1ST SEM),

BATCH: 2010-2012

CERTIFICATE

This is to certify that the project entitled “Scope of Home Furnishings in India: Present scenario and future – special focus on tier 2 cites” submitted towards the partial fulfillment of the program Master of Fashion Management by Shilpa Raj in her original work done under my guidance and the results are based on the research done by her.

Name of mentor: Mr. Toni Sharma

Astt.Proffesor

Department of MFM

NIFT, Patna

Date: 21st Sep 2010

Place: Patna

AKNOWLEDGEMENT

I, Shilpa Raj, a student of Semester I from “National Institute of Fashion Technology, Patna” pursuing my “Master in Fashion Management” take great pleasure in presenting my efforts of developing a complete project in a very satisfactory and appreciable manner.

My efforts have been a success due to the Co-operation of an entire department without which a project of this magnitude, given restriction of time, could not have been possible.

I owe this project to my mentor Asst. Professor Toni Sharma whose constant help, expert guidance and invaluable co-operation as a faculty supervisor guided me throughout the research phase. This research would have suffered in the absence of her input. I am greatly indebted to my family members and friends for their unconditional support and encouragement throughout the research. They have contributed in significant ways in the completion of this work.

Thank You.

Shilpa Raj,

Masters in Fashion Management (2010-2012),

National Institute Of Fashion Technology, Patna

INDEX

INTRODUCTION HISTORY OF HOME FURNISHING OBJECTIVES RESEARCH METHODOLOGY TYPES OF HOME FURNISHINGS PRESENT SCENARIO CONSUMER BUYING BEHAVIOR RECENT MAJOR CHANGES IN HOME FURNISHING FEATURES CHANGED MAJOR PLAYERS EXPORT FUTURE FORECAST

INTRODUCTION

A fast emerging economy in the world of home textiles, India produces a wide range of products, including home furnishings, household linen, curtain tapestry and yardage made with several textures and varying thickness.

The home furnishing industry mainly exports fabrics, bed linen, table linen, toilet and kitchen linen, towels, cushions, curtains, pads, tapestries and upholstery's, carpets and floor coverings, etc. The industry has adopted several measures and techniques to offer premium quality and eco-friendly products to the global industry.

The home furnishing products can be broadly categorized into five categories, which include - bedding, window dressings, bathroom textiles, cushions and covers, and table linen. Household penetration levels are high, especially in the largest sectors — bedding and window dressings.

While replacement due to wear and tear is not inevitably frequent, an increased consumer interest in home interior products has stimulated buying in what is now very much a fashion-led industry. The industry also benefits from the growing number of households, a trend, which is expected to continue at an even faster rate.

Home textiles are among the most dynamic export segments in India’s textile industry. By focusing on the US market, India has become the USA’s leading foreign supplier of towels

India, a leading global player in the home textile space, is poised to strengthen its position with an over three fold jump expected in exports by 2010.Country's home textile exports are forecasted to rise to $10 billion by 2010 from $3 billion in 2005,

on the back of self-sufficiency in cotton and recent acquisitions and tie-ups with global brands.

Despite prospects of excess capacity and cost pressures amidst cut-throat competition, bed linen exports to the US by three Asian countries - China, India and Pakistan -- continue to dominate with a 76 per cent share of the total. With China cornering 38 per cent share, it is the largest exporter of home furnishings to the US; Pakistan comes next with 22 per cent while India accounts for 16 per cent share.

The rest 24 per cent exports to the US are shared by Turkey, Brazil, Mexico, Portugal, Italy and other numerous countries. The Indian textile industry -- garment and home furnishing -- 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 the industrial sector, nearly 20 per cent to the country's total export earnings and 4 per cent to the GDP.

The country commands a natural competitive advantage in terms of a strong and large multi-fiber base, abundant cheap skilled labor and presence across the entire value chain of the industry ranging from spinning, weaving and made-ups to manufacturers of garments.

During 2006-07, production of fabrics touched a peak of 45,378 million square meters. In the year 2007-08 up to November, production of fabrics registered a further growth of 9 per cent against the corresponding period last year. Textile exports during April-November 2007 were at $9,309.81 million, up 8.21 per cent from $8,603.33 million during the corresponding period last year.

HISTORY OF HOME FURNISHINGS

The roots of Indian home furnishings industry lie deep in age old traditions. Especially known for their ethnic, intricate carvings, weaves, pattern themes, motifs, color schemes and workmanship, Indian home furnishings have become popular the world across. Handcrafted ethnic home furnishings are one of the most fascinating art forms in India and lend an unmistakable grandeur to the decor.

In the world of hand looms, there are Madras checks from Tamil Nadu, tie and dye from Gujarat and Rajasthan, ikats from Andhra and Orissa, brocades from Varanasi, Daccai from West Bengal, and phulkari from Punjab. The Surat tanchoi based on a method of satin weaving with the extra weft floats, which are absorbed in the fabric itself has been reproduced in Varanasi. In the domain of Woolen textiles, woolen weaves are no less subtle. The Kashmiri weavers are known the world across for their Pashmina and Shahtoosh shawls. The states of Kashmir and Karnataka are famous for their mulberry silk. India is the only nation in the world producing all four commercially known silks - mulberry, eri, tasser (tussore) and muga. Assam produces eri and muga silk, which are gaining immense popularity in the U.S.A. and Europe. The ikat technique in India is usually known as bandha in Orissa, patola in Gujarat, pagdu bandhu, buddavasi and chitki in Andhra Pradesh.

OBJECTIVES

To study the home furnishings market in India.

Different types of home furnishings.

Different brands of home furnishings.

To study the consumers buying behavior, past and future scenario.

Scenario and future scope of home furnishings in India

Scope of home furnishing market in tier 2 cities(patna).

RESEARCH METHODOLOGY:

Secondary research through published material sources.

Primary research through interview with consumers and industry personnel

TYPES OF FURNISHINGS:

1. Furnishing in living room.2. Furnishing in bed room.3. Furnishing in kitchen.4. Furnishing in dining room.5. Furnishing in bath room.6. Floor Furnishings7. Window treatments.

Furnishing in living room.

Sofa cover - A fabric cover to protect the whole upholstered sofa.

Sofa back on slip cover - A fabric layer used to cover the back rest of sofa.

Cushion - These are of varies design and size according to the seating

Furniture.

Cushion cover - A fabric cover used to cover the cushion.

Tepoy mats - Small rugs used to place tepoy.

Table linen - Fabric used to cover table.

TV covers - Three faced closed fabric cover except at the front face.

Letter holders - Fabric made pouches to preserve letters.

Diwan mattress - Lengthy and short with mattress used to sit.

Bolster and Bolster cover - The lengthy round pillow with round edges and its cover which Accompanies a Diwan seat.

Telephone cover - A Fabric cover used to protect the telephone. Wall hanger - Any type of fabric make wall hangers for

decoration.

Furnishing in Bed room.

Sheets - Bed sheets are used to drape over the mattress.

Pillow & pillow sheets - Every mattress is accompanied with 2 pillow cases on

Which head Is placed while laying.

Blankets - It is used to give warmth during winter season.

Comforts - comforts like blankest give warmth but will be light weight.

Bed spreads - Bed spreads are sheets to cover the mattress.

Mattress - It’s a padded furnishing used to lay over to give comfort.

Mattress cover - Every mattress need a cover for some protection from dust soil.

Mattress pads - It’s desirable to protect the mattress by the use of a quilted cotton pad. This pad is

usually large enough to cover the top of the mattress and is placed under the sheet.

Furnishing in kitchen

Hand towel - linen used be wipe wet hands

dish towel - linen used to wipe washed dishes

Tray cloth - linen to spread on the tray. Napkins and apron -the cook used to wear this while

cooking

Fridge cover -a cover out of textile to cover the top and sides of fridge.

Mixie cover -a square shaped closed edged or of open corner to

cover a mixi.

Grinder cover - A rectangle shaped closed cover be protect the grinder in the kitchen

Dining room furnishing

Dining table cover - it protect the table from spills scratches.

Towels - towels to wipe the hand

Dining table mats - mats to place the hot dishes

Cushion cover - this comfort our sitting in the dining chairs. Slip covers - slip covers for the dining chairs.

Tumble holder - for holding tumblers

Runner - these are 12” wide and 2 ½” to yard long fabric that extend the full length of the table are used on either side of tables.

Place mats - there are 6 to 18” long 12 to 14” wide that are used at both ends in the centre of the table

Doilies - these are also used along with placements and runners.

Furnishings in bathroom

Bath towel - linen to wipe the wet body.

Face towel - to wipe face alone.

Shower screen - rexin on other polymer sheets.

Foot mat - a small rug which should have good absorbency.

Floor furnishings

Hard floor furnishings

Linoleum - a shiny black border may well increase the beauty of a rare needle point rug.

Rubber tile - made of a rubber composition which is exceedingly resilient, resistant to water.

Soft floor coverings

Carpets

Carpet is woven in widths varying from 27” to eighteen feet in stock color and pattern and up to thirty feet for special order. Only sides are finished as in cloth and when a pieces is cut off, the neat edged must be bound or otherwise furnished. It is used to cover wall to wall on the entire floor including all fitting around floor.

Rugs

Rugs are used to cover small part of the floor whose four sides are finished. It can be of varied widths and lengths.

Window treatmentsThe two basic reasons for decorating window are

To reduce possible glare from sunlight through the glass and to exclude the gaze of the outsides world.

To increase the beauty of the interior by the color, texture and pattern of the materials hanger at the windows.

Venetian blinds

It provides facilities for ventilation as well as light control. It is available in different materials.

Roller shads

They can be rolled up almost out of sight or they can be left at highway mark which seems almost inevitable in the well- mannered house.

Glass curtain

These are sash curtain which are made of sheer fabrics and are hung close to the window to control the light to add softness to the bleakness of the glass and often to add color.

Casement curtains

These are made especially for casement windows. They are making to draw and hang soft and moderately full when pulled together.

Draperies

The simplest draperies are those which hung straight and either long on short of they are to be make to draw, them must be sufficient fullness so that they will hang in soft folds even when drawn.

Valances

To make windows look taller they are essential, to make windows look wider they help, especially. When they extent out beyond the trim and alone all they hide the top trim and any necessary but a beautiful hardware.

Cornices

It fulfills the same function as valances and their selection may depend upon personal performance of the style which the rooms demands. They may be made of wood mirror glass plastic or metal or they may be covered with cloth or wallpaper

PRESENT SCENARIO OF HOME FURNISHINGS:

The worldwide markets for Bed & Bath Furnishings in US$ Million. The major product segments analyzed are Bed Furnishings, and Bath Furnishings. The report provides separate comprehensive analytics for the USA, Japan, Europe, Asia-Pacific, Latin America, and Rest of World. Annual forecasts are provided for the period of 2001 through 2015. A ten-year historic analysis is also provided for these markets with annual market analytics. The report profiles 343 companies including many key and niche players worldwide such as Hollander Home Fashions Corp., Louisville Bedding Company, Sunvim HomeTextiles Co., Ltd., Shanghai Huaxu Blanket Products Company, Tempur-Pedic International, Inc., Trident Group, and Welspun India Ltd.

As the unorganized home furnishings sector generates the heat in the markets, the organized sector, which includes giants like Bombay Dyeing, Welspun, Portico and Kurlon among others, have made significant innovations and forays the segment.

Brand leader Bombay Dyeing has already stepped up its efforts to retain leadership and market share.Vertically integrated Welspun dominates the towels markets while Spaces, a new home textile brand has been tapping the not-so-crowded home furnishing segment.

Spaces is expected to offer a range of bed, bath, and kitchen and table linen, all specifically for the Indian market. The company exports its products across 32 countries.

Welspun plans to expand its capacities locally, while also eyeing acquisitions and seeks to replicate its success in the export market by bringing in a new India specific brand.

Ambitious plans are drawn to capture at least a 30 per cent share in the home segment and in the process Welspun has availed the services of Ambience Publicis to develop its brand, with a seed investment of Rs 50 crore.

Another Mumbai-based apparel and home furnishing export company, Creative Mobus Fabrics Pvt Ltd, has also focussed its attention on the fast growing domestic market.

After capturing international market, the company, whose strengths are in sourcing, designing and manufacturing, has now brought in a home furnishings brand from New York, called Portico, through a licensing arrangement.

To build the Portico brand, the company has appointed Contract Advertising. With an ad budget of Rs 3 crore, Portico will carry the baseline, `There is no place like Home.'

Besides, the Bangalore-based Kurlon Ltd., a pioneer and leader in branded mattress, has now decided to go beyond mattresses and is even contemplating getting into retailing in home furnishings. A string of almost 50 stores under the name of `Kurlon Nests' are to be launched in major cities by the end of 2005. The company is expanding its range and venturing into soft furnishings and launching bed and bath linen, curtains and towels

FOCUS ON CONSUMERS AND THEIR BUYING BEHAVIOR:

• Home Furnishings Market Size and Growth:

What is the size of the home furnishings market, including furniture anddecorative home furnishings? How is it segmented by type of product and service? How rapidly is it growing? What arefuture growth trends in the segments in the market?

• Demographics of the Home Furnishings Market:

What are the demographic characteristics of home furnishings buyers?What are the key demographic differences found among and between buyers of the different products and service segments(e.g., gender, age, generation, HHI, size, composition, ethnicity/race, education, etc.)?

• Buying and Shopping Behavior of Home Furnishings Consumers:

What are the primary characteristics of the consumers’buying behavior related to home furnishings products and services? What kind of shopping experiences do consumers craveand what kind do they disdain? What motivates them to buy home furnishings and how can marketers tap these motivatorsthrough branding and marketing communications initiatives? Where do home furnishings consumers shop for the differenttypes of products and services? What factors influence their decision making? How much do they spend buying each of theproducts and services segments and across the entire category? What is the role of brand in product and services selection andshopping choices? How do different demographic segments differ in their shopping and buying behavior?

• Favorite Home Furnishings Brands, Stores & Designers:

A major thrust of the research is to understand the brandpreferences of home furnishings customers in both their product selections and retail shopping choices. What designers,product brands and retailers do they think of for their purchases? How do these competing brands rank in terms of consumerawareness and usage?

• Psychographic Profile and Segmentation of the Home Furnishings Markets:

A psychographic profile of the homefurnishings consumer is presented in this study. The profiles identify five different types or personalities of consumers ofhome furnishings products and services. These profiles identify each personality’s drives and motivations in purchasing home products. By understanding the psychology of different types of shoppers, marketers will discover what factors are more orless important in driving each personality’s purchasing decisions and how consumers' different attitudes and motivations influence what they buy and how much they spend. These insights will help home furnishings product and service marketers and retailers better understand the hearts and minds of their consumers.

RECENT MAJOR HOME CHANGES:

Respondents were qualified to take the survey because they were involved in a home decorating and/or remodeling project in the past year (study period July 2007 until present) or had plans to be conduct a home decoratingand/or remodeling product in the coming year (from July 2008 until July 2009) the total 3,036 respondents were surveyed in the general survey in order to identify the core 1,360 respondents active in home products and/or planning on being involved in a home project. The luxury survey was conducted among 1,024 affluent respondents.Overall 53 percent of both general survey and luxury survey respondents reported they had done one or more of the following things:

• Redecorated their home, involving only minor changes such as paint, furniture and new decorations (42 percent general survey; 36 percent luxury survey).

• Remodeled their home, involving hammers and saws and major structuralchanges (16 percent general survey; 17percent luxury survey).

• Expanded or added onto their home (3percent both general and luxury survey).

• Bought an existing home as a primary residence (6 percent general survey; 8percent luxury survey).

• Built a new home as a primary residence (2 percent general; 4 percent luxury)

• Bought or built a second and/or vacation home (2 percent general; 5percent luxury).

• Bought time share for vacationing (2percent; 3 percent luxury).

Other than buying and/or building a vacation home and buying a time share, there was virtually no statistically significant difference between the respondent's based upon income. In other words, all income groups were equally likely to have been involved in a major home project in the past year with the exception of vacation home and time share which was most associated with the more affluent Data points collected in the survey section about major home changes included spending on current project and budget for planned project; rooms involved in the major home project; and home features changed.ROOMS IN HOME PROJECT FEATURES CHANGED

Bathroom Bathroom Cabinets

Den/Library Bathroom Countertops

Dining Room Bathroom Fixtures

Exercise Room Ceramic Tile Floors

Garage Ceramic Wall Tile

Kitchen Concrete/Masonry Work

Living Room Exterior Doors

Master Bedroom Garage Doors

Office Hardwood Flooring

Other Bedrooms Kitchen Cabinets

Porch/Patio Kitchen Countertops

Other Rooms Kitchen Fixtures (e.g. faucets)

Laminate Flooring

Lighting/Lighting Fixtures

Roofing Siding, including vinyl/metal Skylights Swimming Pool, in‐ground Vinyl Flooring Wall Paneling Windows

MAJOR PLAYERS OF HOME FURNISHINGS:

Welspun

Magpie Corelle Fern Hunter Douglass Ivy Portico Philips Stop and space Tommy Hilfiger Morphy Richards

Large format store (India) :

Home stop EVOK Crown Interiors Faridabad @Home Elitaire STANLEY BOUTIQUE Balance by Rohit Bal Casa Paradox Home town

Companies like Bombay Dyeing and Reliance and other companies are also play an important role in home furnishing market in India.

EXPORTS With their ethnic, intricate carvings, weaves, pattern themes, motifs, color schemes and workmanship, Indian home furnishing products are gaining immense

popularity among buyers the world across. The share of Indian exports in home textiles is increasing day by day. In 2002-03, the value of export of cotton handloom fabrics and made-ups was Rs. 544 crore, the value of export of handmade carpet and other floor coverings was of the order of Rs. 2590.26 crore and value of exports of other home furnishing products was Rs. 2633.37 crore.

Trend in value of export of cotton handloom fabrics and made-ups (1998-89-2002-03) (Rs in Crores)

YearFabri

cMade-

UpsTotal

Total (Value)

1998-99

503.58 1414.761918.3

4456

1999-00

488.48 1491.571980.0

5447

2000-01

489.63 1637.822127.4

5466

2001-02

496.47 1568.472064.9

4433

2002-03

842.94 1790.332633.2

7544

Made-Ups

(Value in Rs. Crores)

Bed Linen 3.34 5.57 6.28 20.14 39.51Table Linen

9.91 8.19 30.79 36.49 47.19

Toilet & Kitchen Linen

6.6 8.89 36.79 36.49 43.57

Bed Covers / Bed Spreads

200.07 204.11 211.93 211.01 173.67

Curtains 65.43 79.02 104.04 106.39 116.37

Other Furnishing Articles

752.91 764.24 830.1 761.22 940.71

Clothing Accessories

24.85 33.36 57.31 53.97 65.61

Other Made-Ups

31.88 34.74 62.97 82.12 102.68

Carpet & Floor Coverings

319.75 353.44 298.31 242.83 261.02

Made-Ups Total

1414.76

1491.56

1637.82

1568.47

1790.33

Grand Total

1918.34

1980.04

2127.44

2064.94

2633.27

Export Trends of Handmade Carpets and Other Floor Coverings (1998-99 to 2002-03) in Rupees Crores

YearExport Performance of Carpets and

Other Floor Coverings1998-

991783.33 136.45 94.16 2013.94

1999-00

1888.45 153.93 93.65 2136.03

2000-01

2045.96 167.03 102.16 2315.15

2001-02

2152.69 198.27 85.17 2436.13

2002-03

2293.79 209.42 87.05 2590.26

FUTURE FORECAST:

The future prospects for the Indian home furnishing industry are bright, especially in the post-quota regime. The industry is in an expansion mode and is expected to benefit from growing demand both in the domestic and global markets.

While exports of Indian home furnishing products have increased, profits are sliding as prices have dropped 8-20 % and the industry is on the verge of a shakeout. With importers favoring suppliers with vertical production systems rather than dispersed manufacturing facilities, Indian exporters need to shore up their mass manufacturing techniques. The major requirement is the development of infrastructure.

Labor laws also constitute a stumbling block in the growth of Indian home furnishing companies. Political conditions have prevented successive governments from instituting an exit policy. Because of this, manufacturers cannot employ short duration labor as they cannot lay them off when the world trade cycle turns. Low labor productivity is another major constraint.

On the technology front, government has initiated efforts to encourage manufacturers to go in for advanced technology. The grant has been increased for helping manufacturers in the up-gradation of technology.

While China is clearly the leading exporter in the world of home furnishings, it is not a direct competitor of India. While China mainly uses man-made fibers and caters mass markets, India produces natural fiber and serves niche markets.

At present, India is leading producer of man-made fiber and raked 3 in cotton. A

garment-driven and export-led strategy is expected to help the Indian market to grow to at $85 billion by 2010, according to a CRISIL report. The strategy should be focus on moving up the value chain instead of exporting intermediate stage products, say industry experts.

Chapter – 2

(POST MID TERM)

Primary research through interview with consumers and industry personnel (store

owners)

EXECUTIVE SUMMARY

“SCOPE OF HOME FURNISHINGS IN TIER II CITIES- PATNA”

The project on “Scope of Home Furnishings in tier II cities- Patna” is to study the home furnishings market in India and different types of home furnishings, different brands of home furnishings and to study the consumers buying behavior, past and future scenario and also the scenario and future scope of home furnishings in India

The home furnishing area in Patna is very fragmented, the consumer wants to buy from the traditional market only, some are aware of home furnishing brands but they don't want to go for it. Very less number of consumer buy branded home furnishings they are upper middle class and higher class. Consumers also think that it’s a one time investment in a year or 6th month.

According to retailers consumers wants good designed home furnishings, but some consumer want branded home furnishings too but the no. is very less. The main reason for that is the unorganized sector of home furnishing. Consumer of Patna are not aware of organized home furnishings the reason may be no proper advertisement, no hoarding of home furnishing brands, people are not aware of home furnishing brands.

The future prospects for the Indian home furnishing industry are bright, especially in the post-quota regime. The industry is in an expansion mode and is expected to benefit from growing demand both in the domestic and global markets.

While exports of Indian home furnishing products have increased, profits are sliding as prices have dropped 8-20 % and the industry is on the verge of a

shakeout. With importers favoring suppliers with vertical production systems rather than dispersed manufacturing facilities, Indian exporters need to shore up their mass manufacturing techniques. The major requirement is the development of infrastructure

Patna is in developing stage, so consumers are still not as aware as they would be in the coming time and many new institutes are opening in Patna and many new malls are opening, so there is lots of scope of home furnishings in Patna.

Market survey on home furnishings in tier 2 cities (Patna):

a) Retailer

1) Different types of home furnishings items in Patna’s home furnishings stores:

bed sheets

pillow co

vers

cush

ion cove

rs/sh

am co

vers

bolsters

table co

vers

curta

in /drap

eries

kitch

en linens

0%10%20%30%40%50%60% 50% 50% 50%

20% 25%

50%

20%

2) Customer profile of Patna:

25%

56%

10%8% lower middle

classmiddle classupper middle classhigher class

According to retailers 56% of their customers are belong to middle class,25% belong to upper middle class,10% lower middle class,8% higher class.

3) Avg. Spending by customer/visit:( sample size of consumer is 100)

a) Rs 200 - Rs 500

b) Rs 500 - Rs 1000

c) Rs 1000 - Rs 1500

above Rs 15000

10

20

30

40

50

60

70

80

15

70

105

According to the retailers (out of 100 consumers, 70 consumers) the avg. spending by consumer per visit of store is between Rs 500 – Rs 1000.

Like that out of 100 consumers, 15 spend Rs 200- RS 500.

Like that out of 100 consumers, 10 spend Rs 1000- RS1500.

Like that out of 100 consumer, 5 spend Rs 1500 and above.

4) According to retailer preference of branded home furnishing by customers of Patna are 67% and 23%, majority of consumer wants to buy home furnishings from the local market, like hatwa market, Patna market, boring road, and boring cannal road.

23%

67%

yes no

5) Famous brands of home furnishings in Patna:

bombay dyeing

welspun kurlon portico any other0

10

20

30

40

50

60

50

5

10

5

40

According to retailers the famous brands that consumer like are Bombay dyeing, welspun, kurlon, portico, and any other.

Consumer know about the brands but they wants to buy the non branded items only they want design and style in cheap rate or lesser rate.

6) Consumer Awareness of Home furnishing brands in Patna :

Bombay dye-ing

welspun kurlon fab india0

10203040506070 65

23

34

56

According to the 50 retailers, out of 100 consumer, 65consumer aware of Bombay dyeing, 23 consumer aware of welspun,34 consumer aware of kurlon and 56 consumer are aware of Fab india.

7) Most Preferred brands by consumer of Patna:

Bombay dyeing

welspun

portico

kurlon

fab india

any other

0 5 10 15 20 25 30 35 40 45

35

5

3

10

7

40

The most preferred (i.e 40 out of 100,) brand by the consumer are unorganized home furnishings.

Next comes Bombay dyeing which out of 100 consumer 35 consumer will prefer this.

Then comes kuroln 10 , then welspun 5 then Fab india 7.

8) Changes that customers expect in home furnishings:

style texture designs any other0%

10%20%30%40%50%60%70%80%

15%10%

70%

5%

According to the retailers of Patna, 15% of consumer wants changes in style, 10 % texture, 70 % designs, and rest 5% other attributes.

Consumer wants more designs and new style in home furnishings.

b) Market survey for consumers results are as follows:

Major consumer populations of Patna are lie b/w middle class and upper - middle class.

The sizes of consumer’s houses are lie b/w 1200sq.ft to 2000 sq.ft is 50%, 2000sq .ft to 3000 sq.ft is 30% above 3000sq.ft is 20 %( taking sample size of 100%).

As the consumer’s populations are middle and upper middle class so the annual income laid b/w 3 lakh – to 4 lakh and 4 lakh to 5 lakh.

But as the city is in developing stage and many new institutes are opening in Patna and many new malls are opening, so there is lots of scope of home furnishings in Patna.

Products own by consumer of Patna (sample size 100%):

PRODUCT

A) ONCE IN A MONTH

B) ONCE IN 6TH MONTH

C) ONCE IN A YEAR

D) ACCORDING TO SEASON

sofa cover 5% 10% 60% 25%curtains/draperies 4% 10 70% 16%bed sheets/ bed spread 3% 60% 25% 12%pilloe covers/bolsters 7% 78% 10% 5%table covers/table mats 10% 9% 70% 11%rugs/carpets 0% 2% 95% 3%kitchen linens 15% 75% 2% 8%floor mats 10% 84% 4% 2%upholstery 0% 2% 95% 3%

Consumers of Patna like to shop for home furnishing once in a year:

2% 3% 5%

75%

10%

Once in a moth In a 3 monthIn 6 monthIn one year In special occasion

Findings:

Majority of consumer group in Patna are believed that they buy home furnishings once in a year or twice in a year.

Only 10 out of 100 consumers go for shopping in special occasion like festivals, marriage, anniversaries etc.

Out of 100, 5 consumers shops for this in 6 month, 2, and 3 in once in a month and once in 3 month respectively.

This shows that the consumers do shopping for home furnishings in special occasions or once in a year or once in two year.

Consumer of Patna like non branded home furnishings:

BRANDED NON BRANDED0

1020304050607080

25

75

Majority of consumers of Patna are preferred non branded home furnishings i.e out of 100 consumers, only 25 preferred branded and 75 preferred non branded, because they are not aware of new brand in home furnishing.

Patna customer buys home furnishings from:

23%

17%

5%

55%

mahan furnishingsaashiyana furnish-ingsfab indiaunorganized

55% of consumer buys from local market, but 23% goes to mohan furnishings, 17 % to aashiyaana furnishings, 5% to fab india.

It shows that home furnishing in Patna is unorganized.

Most Preferred Brands of consumer's of Patna

BOMBAY DYEIN

G

KURLON

WELS

PUN

FAB IN

DIA

UNORGANIZED

0%10%20%30%40%50%60%70%

35%25%

4% 3%

65%

According to consumer they prefer unorganized home furnishing market rather than organized because of less publicity of home furnishing items. Consumer doesn’t know much about the branded home furnishings.

Conclusion:

As seen after the market survey the home furnishing area in Patna is very fragmented, the consumer wants to buy from the traditional market only, some are aware of home furnishing brands but they don't want to go for it.

Very less no. of consumer buy branded home furnishings they are upper middle class and higher class.

Consumers also think that it’s a one time investment in a year or 6th month.

According to retailers consumers wants good designed home furnishings, but some consumer want branded home furnishings too but the no. is very less.

The main reason for that is the unorganized sector of home furnishing.

Consumer of Patna are not aware of organized home furnishings the reason may be no proper advertisement, no hoarding of home furnishing brands, people are not aware of home furnishing brands.

Patna is in developing stage, so consumers are still not as aware as they would be in the coming time

QUESTIONNAIRE FOR CUSTOMER

NAME____________________ GENDER___________________ OCCUPATION: _________________________________

Sir/Madam ,I Shilpa Raj pursuing MFM from NIFT-PATNA, I have undertaken a project on” Scope of home furnishings in Patna”. I request you to fill the questionnaire. The data provided by you will be confidential & used for academic purpose only.

1) What is the size of your house (in sq.ft)?

a) 800 – 1000 b) 1200 – 2000

c) 2000 – 3000 d) 3000 – 4000

b) e) any other.

2) What is the annual income of your family?

a) 1.5 lakh – 2 lakh b) 2 lakh – 3 lakh

c) 3 lakh – 4 lakh d) 4 lakh – 5 lakh

e) 5 lakh onwards

3) Do you agree that your house is an extension of your personality?

a) Yes b) No

If yes, then how?

_________________________________________________________________________________

4) How much do spend on apparel on a monthly basis?

a) Rs 1000 – Rs 1500 b) Rs 1500 – Rs 2000

c) Rs 2000 – Rs 2500 d) Rs 2500 – Rs 3000

e) Above Rs 3000

5) What product do you own among these:

Sofa CoverCurtains & Draperies

Bed Sheets & Bed spreadCushion Covers

Pillow Covers/Bolsters coversTable Runner & Table Mats

Rugs & CarpetsKitchen linens

Floor matsUpholstery

6) What is the acceptable price range for this product?

PRODUCTS A B C D

Sofa Cover Rs 350 – Rs 500 Rs 501 – Rs 750 Rs 751 – Rs 1000 Above 1000

Curtains & Draperies

Rs 250 – Rs 450 Rs 451 – Rs 650 Rs 651 – Rs 800 Above 881

Bed Sheets & Bed Spread


Cushion Covers Rs 150 – Rs 300 Rs 301 – Rs 450 Rs 451 – Rs 600 Above 600

Pillow Covers/Bolsters covers


Table Runner & Table Mats


Carpets Rs 1000 – Rs 2500 Rs 2501 – Rs 5000 Rs 5001 - Rs 7500 Above 7500

Rugs Rs 400 – Rs 500 Rs 501 – Rs 600 Rs 601 – Rs 700 Above 700

Kitchen linens Rs 50 – Rs 100 Rs 100 – Rs 200 Rs 201 – Rs 301 Above 300

Floor mats Rs 100 – Rs 150 Rs 151 – Rs 300 Rs 301 – Rs 501 Above 500

7) How often do you buy these products?

PRODUCTS A B C D

Sofa Cover Once in a month Once in a 6 month Once in year According to season


Once in a month Once in a 6 month Once in year According to season

Cushion Covers Once in a month Once in a 6 month Once in year According to season





Carpets Once in a month Once in a 6 month Once in year According to season

Rugs Once in a month Once in a 6 month Once in year According to season

Kitchen linens Once in a month Once in a 6 month Once in year According to season

Floor mats Once in a month Once in a 6 month Once in year According to season

8) How often you shop for home furnishings requirements?

a) Once in a month b) In 3 months c) In 6 months d) In a year e) Special Occasion

9) From where do you buy these products?

a) Mohan furnishings b) Aashiyana furnishings

c) Fab india d) any other

9) Which home furnishing you prefer:

(a) Branded (b) Non branded

If branded, then what are the brands do you prefer?

_________________________________________________________________________________

10) What other brands are you aware of for home furnishings?

a) Bombay Dyeing b) Kurlon c) welspun

d) Fabindia d) any other

11) Which brand would you prefer the most, if available in Patna? (1st_ least preferred, 5th is most preferred)

a) Bombay Dyeing b) Kurlon c) welspun

d) Fabindia e) Portico

12) What is the most important attribute while buying the home furnishings?

Rank them according to your preference. (1st_ least preferred, 5th is most preferred)

(a) Quality: 1 2 3 4 5(b) Brand: 1 2 3 4 5(c) Price: 1 2 3 4 5(d) Design: 1 2 3 4 5(e) Customer service 1 2 3 4 5

QUESTIONNAIRE FOR RETAILERS

Sir/Madam, I Shilpa Raj pursuing MFM from NIFT-PATNA, I have undertaken a project on” Scope of home furnishings in Patna”. I request you to fill the questionnaire. The data provided by you will be confidential & used for academic purpose only.

NAME:____________________ GENDER:___________________ STORE: _________________________________

1) What type of home furnishings items you have in your store?a) Bed sheets b) Pillow covers / cushion covers /sham coversc) Bolsters d )Rugs / carpetse) Sofa covers f) Table runners / Table coversg) Curtain & Draperies h) Kitchen linens

2) What is the average footfall of your store?

a) 0 – 25 b) 25 – 50

c) 50 – 100 d) 100 – 150

e) 150 – 200

3) What is your total retail turn over?

In 2008 In 2009 In 2010(forecast)

a) 3 lakh to 4 lakhb) 5 lakh to 5 lakhc) 6 lakh to 7 lakhd) Above 7 lakh

a) 3 lakh to 4 lakhb) 5 lakh to 5 lakhc) 6 lakh to 7 lakhd) Above 7 lakh

a) 3 lakh to 4 lakhb) 5 lakh to 5 lakhc) 6 lakh to 7 lakh

d) Above 7 lakh

4) What are the famous brands of home furnishing item in your store?

a) Bombay dyeing b) Welspun c) Kurlon d) Porticoe) any other

5) Is your customer asking for the branded home furnishings?

a) yes b) no

if yes, then what are the brands?6) What kind of home furnishing product fast moving in your store? Rank them on 1 to 5 scale ( 1st

is least and 5th is most).

a) Bed sheetsb) Pillow covers / cushion covers /sham coversc) Bolstersd) Rugs / carpetse) Sofa coversf) Table runners / Table coversg) Curtain & Draperiesh) Kitchen linensi) Floor matsj) Upholstery items

7) What kind of home furnishing products would you think that your customer will buy? Rank them

on 1 to 5 scale ( 1st is least and 5th is most).a) sham coversb) Bolstersc) Rugs / carpetsd) Sofa coverse) Table runners f) Curtain & Draperiesg) Kitchen linensh) Floor matsi) Upholstery items

8) What kinds of price range that your customer prefer?

PRODUCTS A B C D

Sofa Cover Rs 350 – Rs 500 Rs 501 – Rs 750 Rs 751 – Rs 1000 Above 1000

Curtains & Draperies




Cushion Covers Rs 150 – Rs 300 Rs 301 – Rs 450 Rs 451 – Rs 600 Above 600





Rugs Rs 400 – Rs 500 Rs 501 – Rs 700 Rs 701 – Rs 1000 Above 1001

Carpets Rs 1000 – Rs 2500 Rs 2501 – Rs 5000 Rs 5001 - Rs 7500 Above 7500

Kitchen linens Rs 50 – Rs 100 Rs 100 – Rs 200 Rs 201 – Rs 301 Above 300

Floor mats Rs 100 – Rs 150 Rs 151 – Rs 300 Rs 301 – Rs 501 Above 500

9) What kind of consumers visits your store? a) Lower middle classb) Middle classc) Upper middle classd) Higher class

10) What according to you are the changes that your customers expect in home furnishings?a) Styleb) Texturec) Designsd) Any other

11) What is the average spending by customer per visit?a) Rs200 – Rs500 b) Rs500 – Rs1000

c) Rs 1000 – Rs1500 d) Above Rs1500

minor project new,

Documents