Consumer’s Sample
For the purpose of consumer’s view regarding their needs, wants and satisfaction, stratified random sample was taken comprising of 70 customers. 18 (?25%) customers were interviewed for in-depth study.
Sampling Technique
The technique utilized is purposive and convenience sampling for retailers and stratified random sample for consumers.
Research Tools
A questionnaire was prepared for conducting interviews of customers In addition to this tool financial and statistical techniques were used wherever necessary for the analysis of data.
Data Collection
For the purpose of this study both primary as well as secondary data was collected.
-Primary Data
For collection of primary data, surveys, interviews and observation techniques were used. A small survey was conducted to collect information from a sample of customers to ascertain their views about their satisfaction and perception.
-Secondary Data
For collection of secondary data the following journals, periodicals, newspapers and books were referred.
(i) DFU (DEALERS FOR YOU) – Garments & textile monthly.
(ii) Images Panorama
(iii) Desire (Series of books & surveys) Desire – Denim & jeans Survey, Desire – Shirts Survey, Desire – Accessories & Machinery, Desire – Knits.
(iv) Newspapers – The Economic Times, The Times of India, Rajasthan Patrika.
FACTS AND FINDINGS
Consumer’s Satisfaction
25.71% of respondents are fully satisfied with the retail rates of shopkeepers, 58% respondents are sometimes not satisfied, whereas 15.71% are not satisfied at all
Table 1.1: Satisfaction with Retail Rates
Satisfied with retail rates of shopkeeper No. of Respondents Percentage
Yes 18 25.71
No 11 15.71
Sometimes 40 57.14
No Response 1 1.43
Total 70 100.00
47.14% find the retail rates of readymade garments high in context to quality, 38.57% find it normal, 12.86% find it very high and 1.43% had no idea about the retail rates prevailing in the market (Table 1.2).
Table 1.2:Price of readymade garment w.r.t. quality
Price of readymade garment w.r.t. quality No. of Respondents Percentage
Very High 9 12.86
Normal 27 38.57
High 33 47.14
No Response 1 1.43
Total 70 100.00
61.43% prefer fixed price, 21.43% prefer 10% – 20% discount after tag price, 10% prefer 21% to 40% discount after tag price whereas 7.14% prefer to buy goods after good bargaining only (Table 1.3).
Table 1.3: Type of Prices Preferred
Type of Prices Preferred No. of Respondents Percentage
Fixed Price 43 61.43
10-20% Disc 15 21.43
21-40% Disc 7 10.00
Good Bargain 5 7.14
Total 70 100.00
In response to the question whether customer feel satisfied or cheated after they buy goods on good bargain or discount, 61.43% feel satisfied, whereas 32.86% feel cheated, only 2.86% feel highly satisfied and 2.86% would repurchase from the same place in similar manner (Table 1.4).
Table 1.4: Feeling after buying goods on good bargain
Feeling after buying goods on good bargain No. of Respondents Percentage
Highly Satisfied 2 2.86
Cheated 23 32.86
Satisfied 43 61.43
Repurchase 2 2.86
Total 70 100.00
Talking about the profit margin of the retailers, 51.43% are of the opinion that the margin is between 20% to 50%. 18.57% respondents say it is between 50% to 100%, 7.14% say it is above 100%, 8.57% say it is below 20% and 12.86% have no idea about the profit margin of retailers, whereas 1.43% did not respond (Table 1.5).
Table1.5: Profit Margin of Retailer
Profit Margin of Retailer No. of Respondents Percentage
>100% 5 7.14
50-100% 13 18.57
20-50% 36 51.43
<20% 6 8.57
No Idea 9 12.86
No Response 1 1.43
Total 70 100.00
In answer to the question whether they find difficulty after purchases 50% respondents sometimes find difficulty, 44.29% rarely find difficulty and 4.29% usually face difficulty after purchase and 1.43% always find some or the other difficulty (Table1.6).
Table1. 6: Difficulty after purchase
Find difficulty after purchase No. of Respondents Percentage
Always 1 1.43
Sometimes 35 50.00
Usually 3 4.29
Rarely 31 44.29
Total 70 100.00
Problems & Response
A mixed response in regards to type of difficulty faced was received. 17.14% have problem regarding size, 51.43% have problem regarding shrinkage or color fading, 14.29% have problem regarding style/pattern or fitting, 7.14% have all the above problems and 10% have problem besides the above problems (Table 1.7).
Table 1.7: Type of Problem regarding Purchase
Type of problem No. of Respondents Percentage
Size 12 17.14
Shrinkage or colour fading 36 51.43
Style and pattern 10 14.29
Above all 5 7.14
Other Problems 7 10.00
Total 70 100.00
70% people would request the shopkeeper to change the goods i.e. replace, 12.86% would not go to the shop again, 1.43% would demand their money back, 5.71% would be satisfied by repairing (Table 1.8).
Table1.8: Remedy after facing problem
After facing problem No. of Respondents Percentage
Request the shopkeeper to replace 49 70.00
Do not go to shop again 9 12.86
Return Money 1 1.43
Repair 4 5.71
Any other 3 4.29
No Response 4 5.71
Total 70 100.00
68.57% are properly attended by the retailers regarding their problem, 20% are not attended properly. 4.29% are sometimes not attended properly and 7.14% did not respond (Table 6.18)
.
Table 6.18: Attention by the retailer regarding problem
Properly attended by the retailer regarding problem No. of Respondents Percentage
Yes 48 68.57
No 14 20.00
Sometimes 3 4.29
No Response 5 7.14
Total 70 100.00
SUGGESTIONS – INNOVATIVE STRATEGIES
What shoppers should be doing to remain aware and sustain their image and personality
The following strategies are suggested-
The Situation Analysis Strategy
Every consumer has to draw up a situation analysis, which probes the product and its scope. This will entail studying who and what comprises the market and in what way does the product appeals. A SWOT analysis (strengths, weaknesses, opportunities and threats) has to be realistically compiled to serve as a guide line, especially for an industry such as garments where empirical evidence is found lacking and a rash of brands have developed on its anatomy.
Marketing Objectives Strategy
Financial objectives which determine the long-term return on investment have to be viewed . They should clearly define the type of purchase i.e. casual clothing, party-wear dresses, woolen clothes etc., the number of pieces to be purchased at a predetermined unit price through awareness exercises, if necessary with some test marketing.
Market Search Strategy
The aspect of determining the market in a disorganized market like ours takes some doing. In a country like ours, which is diverse in culture and languages and which comprises just 5% educated population, financially better endowed shoppers must take some time off to study the size of the market, retailers perceptions and selling behaviour. Understanding the retailers therefore very essential and sustained dialogues with them can only result in assessing true market potential.
Shop Pining Strategy
Once the market has been identified value for money can be easily justified if backed up by quality. Credibility of a company, which is trying to promote itself, has to be carried across to the audience; ‘word of mouth’ publicity plays its role here. This assumes importance especially in the ready to wear segment, where a variety of options in terms of colours, designs, weaves, styles and pricing exist. Therefore individuality in the market has not only to be maintained but also projected across.
Drifting Strategy
Purchasing should be done on the basis of reliability, price, quality, easy availability, variety, style, discounts, gifts, hampers, future benefits etc. and these are all the factors, which drifts away the consumers. There is till date, only a few customers qualifying positively in all these categories. Here is where awareness is needed.
Bargaining Strategy
A reasonable bargaining must be done. This will not only benefit them financially but will also strengthen their position. Cash Memo ordinarily called bill must surely be taken.
JIT (Just in time ) Approach Strategy
At the time of purchases only time margin must be taken that in case the product does not fit well or there is any other problem ,it shall be changed by the retailer. The consumers must be aware that if they have any problem regarding the size it is always changed or altered by the retailer,but should be approached just in time.A request to the shopkeeper is always dealt with due care.
Legal Approach Strategy
If care is not taken by the retailer regarding genuine grievances of the customer then they can approach the consumer court, which is very actively working these days. There are consumer protection societies and number of NGO’s working in this direction. Mr. Pramod Jhanwar is one such person in Udaipur running consumer movement. They organize road shows, lectures and seminars are organized in schools and colleges and education is imparted.
No overnight success can be envisaged. But the essential homework begins at the consumer’s end..
Refrences:
APPAREL, Indian clothiers Digest, Official Journal of the Clothing Manufacturers Association of India.
Barker, Marm, Zawada (2001), “Prices smarter on net”.
Bhatia, Inder (1998), DFU, Volume 7. No. 8, 9.
Biyani, Kishore (1998), DFU, Vol.7 No. 6, 7.
Business Today (2002), “Celebrity endorsements” ¬– Special Feature.
Charunilam, Francis– Business Environment.
Davis Scott, Bergen E. Mark and Rao. R. Akshay 2000 “How to fight a price war”. HBR, March-April, pg. 107-116.
Engwall & Stenenson (2001), “A survey of ideas, trends, people and practices on the business horizons”.
Fisher Raman & Macclelland (2000), “A Study of Strategic Leadership of Selected Organisations of South Rajasthan” – Ph.D. Thesis, Dr. Anita Sukhwal. Pg 68-82.
Gupta, C. B., Nair, N. Rajan, ‘Marketing Management,’ Sultan Chand & Sons, New Delhi.
Keller Walter, 2000. “The New – New Capital Thing” Harvard Business review, July-Aug pg. 149-154.
Shrivastava, P. K., ‘Marketing Research’ Rajasthan Hindi Academy, Jaipur.
Thomas, A.S., (1998), “The Business Policy Course: Multiple methods for multiple goals”, Journal of Management Education, Vol. 22, August.