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Title
DECLARATION
CERTIFICATE
ACKNOWLEDGEMENT
CONTENTS
LIST OF TABLES
LIST OF GRAPHS
List of Abbreviations
I. Introduction
Economic Significance.
Table 1. 1 Revenue Receipts from Central Excise and Customs duty on Textile Industry
Fig. 1.1 Trend of Revenue Receipts from Central Excise and Customs duty on Textile Industry
Table 1.2 Employment Generation by the Organised Sectors in the Textile Industry as on 31-03-2003
Fig. 1.2 Employment Generation by The Organised Sectors in the Textile Industry as on 31-03-2003
Table 1.3 Share of Textile Export to Total Export
Fig. 1.3 Trend of Share of Textile Export to Total Export
Structure of the Industry
Production
Table 1.4 Production of Yarn
Fig. 1.4 Trend of Production of Yarn
Table 1.5 Production of Cloth
Fig. 1.5 Trend of Production of Cloth
Table 1.6 Per capita Availability of Cloth
Fig. 1.6 Trend of Per capita Availability of Cloth
Marketing
Table 1.7 Consumption of Cloth
Fig. 1.7 Trend of Consumption of Cloth
Table 1.8 Textile Export from India
Fig. 1.8 Trend of Textile Export from India
Indian Textile Industry in the Post - MFA Period.
Geographical Concentration.
Textile Industry in Kerala
Retail outlets in Kerala
Statement of the Problem
Review of Literature
Objectives of the Study
Hypotheses
Methodology
Sample Frame
Tools for collection of Data
Period of Study
Tools for Analysis
Scope of the Study
Limitations
CHAPTERISATION
II. Textile Industry and Consumer Behaviour
Consumer
Definitions of Consumer Behaviour
Consumer Decision - Making Process
Stages in Consumer Decision -Making Process
Factors Affecting Consumer Behaviour
Cultural Factors
Social Factors
Personal Factors
Life Cycle Stage
Occupation
Economic Situation
Life Style
Personality
Self - Concept
Psychological Factors
Motivation
Perception
Learning
Attitude
III. Product Specification
Brand Preference
Table 3.1 Perceptions of Consumers in the Regional Markets about the Influence of Brand
Table 3.2 Perceptions of Consumers in the Urban, Semi-urban and Rural Markets about the Influence of Brand
Table 3.3 Opinions of the Sale Forces about the Influence of Brand
Quality
Table 3.4 Perceptions of Consumers in the Regional Markets about the Influence of Quality.
Table 3.5 Perceptions of Consumers in the Urban, Semi-urban and Rural Markets about the Influence of Quality
Table 3.6 Opinions of the Sales Forces about the Influence of Quality
Colour
Table 3.7 Perceptions of Consumers in the Regional Markets about the Influence of Colour
Table 3.8 Perceptions of Consumers in the Urban, Semi-urban and Rural Markets about the Influence of Colour
Table 3.9 Opinions of the Sales Forces about the Influence of Colour
Fabric
Table 3.10 Perceptions of Consumers in the Regional Markets about the Influence of Fabric
Table 3.11 Perceptions of Consumers in the Urban, Semi-urban and Rural Markets about the Influence of Fabric
Table 3.12 Opinions of the Sales Forces about the Influence of Fabric
Fashion
Table 3.13 Perceptions of Consumers in the Regional Markets about the Influence of Fashion
Table 3.14 Perceptions of Consumers in the Urban, Semi-urban and Rural Markets about the Influence of Fashion
Table 3.15 Opinions of the Sales Forces about the Influence of Fashion
Readymade Garments
Table 3.16 Perceptions of Consumers in the Regional Markets about the Influence of Ready-made Garments.
Table 3.17 Perceptions of the Consumers in the Urban, Semi- urban and Rural Markets about the Influence of Readymade Garments.
Table 3.18 Opinions of the Sales Forces about the Influence of Readymade Garments
Domestic Products
Table 3.19 Perceptions of Consumes in the Regional Markets about their Preference for Domestic Textile Products.
Table 3.20 Perceptions of Consumers in the Urban, Semi- urban and Rural Markets about the Influence of their Preference for Domestic Textile Products.
Table 3.21 Opinions of the Sales Forces about the Influence of Consumers Preference for Domestic Textile Products.
Foreign Products
Table 3.22 Perceptions of Consumers in the Regional Markets about the Influence of their Preference for Foreign Textile Products.
Table 3.23 Perceptions of Consumers in the Urban, Semi- urban and Rural Markets about the Influence of Foreign Textile Products
Table 3.24 Opinions of the Sales Forces about the Influence of Foreign Textile Products.
Price
Table 3.25 Perceptions of the Consumers in the Regional Markets about the Influence of Price
Table 3.26 Perceptions of Consumers in the Urban, Semi -urban and Rural Markets about the Influence of Price
Table 3.27 The Opinions of Sales forces about the Influence of Price
CONCLUSION AND TEST OF HYPOTHESIS
Table 3.28 Exponential Trend Value - Product Specification - Northern Region
Table 3.29 Exponential Trend Value - Product Specification - Central Region
Fig. 3.1 Exponential Trend - Product Specification - Northern Region
Fig. 3.2 Exponential Trend - Product Specification - Central Region
Table 3.30 Exponential Trend Value. Product Specification - Southern Region
Table 3.31 Exponential Trend Value - Product Specification - Rural
Fig. 3.3 Exponential Trend - Product Specification - Southern Region
Fig. 3.4 Exponential Trend - Product Specification - Rural
Table 3.32 Exponential Trend Value - Product Specification - Semi-urban
Table 3.33 Exponential Trend Value - Product Specification - Urban
Fig. 3.5 Exponential Trend - Product Specification - Semi-urban
Fig. 3.6 Exponential Trend - Product Specification - Urban
IV. Preference for Source of Buying
Shop Attributes
Table 4.1 Perceptions of Consumers in the Regional Markets about the Influence of Shop Attributes.
Table 4.2 Perceptions of Consumers in the Urban, Semi- urban and Rural Markets about the Influence of Shop Attributes.
Table 4.3 Opinions of the Sales Forces about the Influence of Shop Attributes.
Location of Shops
Table 4.4 Perceptions of Consumers in the Regional Markets about the Influence of Location of Shops.
Table 4.5 Perceptions of Consumers in the Urban, Semi-urban and Rural Markets about the Influence of Location of shops
Table 4.6 Opinions of the Sales forces about the Influence of Location of Shop.
Sales Personnel
Chart - 4.1 Stages of Interaction of the Sales Personnel with the Prospects
Table 4.7 Perceptions of Consumers in the Regional Markets about the Influence of the Sales Personnel
Table 4.8 Perceptions of Consumers in the Urban, Semi-urban and Rural Markets about the Influence of the Sales Personnel
Provision for Replacement
Table 4. 9 Perceptions of Consumers in the Regional Markets about the Influence of Provision for Replacement
Table 4.10 Perceptions of Consumers in the Urban, Semi- urban and Rural Markets about the influence of Provision for Replacement
Table 4.11 The opinions of the sales forces about the influence of provision for replacement.
Influence of Family Members
Table 4.12 Perceptions of Consumers in the Regional Markets about the Influence of the Family Members.
Table 4.13 Perceptions of Consumers in the Urban, Semi-urban and Rural Markets about the Influence of Family Members
Table 4.14 Opinions of the Sales Forces about the Influence of Family Members
CONCLUSION AND TEST OF HYPOTHESIS
Table 4.15 Exponential Trend Value - Preference for Source of Buying - Northern Region
Table 4.16 Exponential Trend Value - Preference for Source of Buying - Central Region
Fig. 4.1 Exponential Trend - Preference for Source of Buying - Northern Region
Fig. 4.2 Exponential Trend - Preference for Source of Buying - Central Region
Table 4.17 Exponential Trend Value - Preference for Source of Buying - Southern Region
Table 4.18 Exponential Trend Value - Preference for Source of Buying - Rural
Fig. 4.3 Exponential Trend - Preference for Source of Buying - Southern Region
Fig. 4.4 Exponential Trend - Preference for Source of Buying - Rural
Table 4.19 Exponential Trend Value - Preference for Source of Buying - Semi-urban
Table 4.20 Exponential Trend Value - Preference for Source of Buying - Urban
Fig. 4.5 Exponential Trend - Preference for Source of Buying - Semi-urban
Fig. 4.6 Exponential Trend - Preference for Source of Buying - Urban
V. Influence of Advertisement and Sales Promotion
Television Advertising
Table. 5.1 Perceptions of Consumers in the Regional Markets about the Influence of Television Advertising
Table 5.2 Perceptions of Consumers in the Urban, Semi -urban and Rural markets about the Influence of Television Advertising
Table 5.3 Opinions of the Sales Forces about the Influence of Television Advertising
Radio Advertising
Table 5.4 Perceptions of Consumers in the Regional Markets about the Influence of Radio Advertising
Table 5.5 Perceptions of Consumers in the Urban, Semi - urban and Rural Markets about the Influence of Radio Advertising.
Table 5.6 Opinions of the Sales Forces about the Influence of Radio Advertising
Newspaper Advertising
Table 5.7 Perceptions of Consumers in the Regional Markets about the Influence of Newspaper Advertising.
Table 5.8 Perceptions of Consumers in Urban, Semi -Urban and Rural Markets about the Influence of Newspaper Advertising
Table 5.9 Opinions of the Sales Forces about the Influence of Newspaper Advertising
Table 5.10 Perceptions of Consumers in the Regional Markets about the Influence of Magazine Advertising
Table 5.11 Perceptions of Consumers in the Urban, Semi -urban and Rural Markets about the Influence Magazine Advertising
Table 5.12 Opinions of the Sales Force about the Influence of Magazine Advertising
Poster Advertising
Table 5.13 Perceptions of Consumers in the Regional Markets about the Influence of Poster Advertising.
Table 5.14 perceptions of consumers in the Urban, Semi - urban and Rural Markets about the Influence of Poster Advertising
Table 5.15 Opinions of the Sales Forces about the Influence of Poster Advertising
Billboard / Banner Advertising
Table 5.16 Perceptions of Consumers in the Regional Markets about the Influence of Billboard / Banner Advertising
Table 5.17 Perceptions of Consumers in the Urban, Semi- urban, and Rural Markets about the Influence of Billboard / Banner Advertising.
Table 5.18 Opinions of Sales Forces about the Influence of Billboard / Banner Advertising
CONCLUSION AND TEST OF HYPOTHESIS
Table 5.19 Exponential Trend Value – Advertising Northern Region
Table 5.20 Exponential Trend Value – Advertising Central Region
Fig. 5.1 Exponential Trend – Advertising Northern Region
Fig. 5.2 Exponential Trend – Advertising Central Region
Table 5.21 Exponential Trend Value – Advertising Southern Region
Table 5.22 Exponential Trend Value – Advertising Rural
Fig. 5.3 Exponential Trend – Advertising Sourthern Region
Fig. 5.4 Exponential Trend – Advertising Rural
Table 5.23 Exponential Trend Value – Advertising Semi-urban
Table 5.24 Exponential Trend Value – Advertising Urban
Fig. 5.5 Exponential Trend – Advertising Semi-urban
Fig. 5.6 Exponential Trend – Advertising Urban
Discount
Table 5: 25 Perceptions of Consumers in the Regional Markets about the Influence of Discount
Table 5: 26 Perceptions of Consumers in the Urban, Semi-urban and Rural Markets about the Influence of Discount
Table 5.27 Opinions of the Sales Forces about the Influence of Discount
Gift Schemes
Table 5.28 Perceptions of Consumers in the Regional Markets about the Influence of Gift Schemes
Table 5.29 Perceptions of Consumers in the Urban, Semi -urban and Rural Markets about the Influence of Gift Schemes
Table 5.30 Opinions of the Sales Forces about the Influence of Gift Schemes
Packaging
Table 5.31 Perceptions of Consumers in the Regional Markets about the Influence of Packaging
Table 5.32 Perceptions of Consumers in the Urban, Semi-urban and Rural Markets about the Influence of Packaging.
Table 5.33 Opinions of the Sales Forces about the Influence of Packaging
Incentives
Table 5.34 Perceptions of Consumers in the regional Markets about the Influence of Incentives
Table 5.35 Perceptions of consumers in the Urban, Semi urban and Rural markets about the Influence of Incentives.
Table 5.36 Opinions of the Sales Forces about the Influence of Incentives.
Credit Schemes
CONCLUSION AND TEST OF HYPOTHESIS
Table 5.37 Exponential Trend Value - Sales Promotion Northern Region
Table 5.38 Exponential Trend Value - Sales Promotion Central Region
Fig. 5.7 Exponential Trend - Sales Promotion Northern Region
Fig. 5.8 Exponential Trend - Sales Promotion Central Region
Table 5.39 Exponential Trend Value - Sales Promotion Southern Region
Table 5.40 Exponential Trend Value - Sales Promotion Rural
Fig. 5.9 Exponential Trend - Sales Promotion Sourthern Region
Fig. 5.10 Exponential Trend - Sales Promotion Rural
Table 5.41 Exponential Trend Value - Sales Promotion Semi-urban
Table 5.42 Exponential Trend Value - Sales Promotion Urban
Fig. 5.11 Exponential Trend - Sales Promotion Semi-urban
Fig. 5.12 Exponential Trend- Sales Promotion Urban
VI. Socio - Economic Factors of Buyers
Social Status
Table. 6.1 Perceptions of Consumers in the Regional Markets about the Influence of Social Status on the Purchase of Textiles
Table 6.2 Perceptions of Consumers in the Urban, Semi- urban and Rural Markets about the Influence of Social Status on the Purchase of Textiles
Table 6.3 Opinions of the sales forces about the influence of the social status of consumers on the purchase of textiles
Economic Status
Table. 6.4 Perceptions of Consumers in the Regional Markets about the Influence of Economic Status
Table. 6.5 Perceptions of Consumers in the Urban, Semi -urban and Rural Markets about the Influence of Economic Status
Table. 6.6 Opinions of the Sales Forces about the Influence of Economic Status Table.
Residential Status
Table 6.7 Perceptions of Consumers in the Regional Markets about the Influence of Residential Status
Table 6.8 Perceptions of Consumers in the Urban, Semi- urban and Rural Markets about the Influence of Residential Status.
Table 6.9 Opinions of the Sales Forces about the Influence of Residential Status.
Occupational Status
Table 6.10 Perceptions of Consumers in the Regional Markets about the Influence of Occupational Status
Table 6.11. Perceptions of Consumers in the Urban, Semi- urbanand Rural Markets about the lnfluence of Occupational Status
Table 6.12 Opinions of the Sales Forces about the Influence ofOccupational Status of Consumers on the Purchase of Textiles.
Casual Income
Table. 6.13 Perceptions of Consumers in the Regional Markets about the Influence of Casual Income
Table. 6.14 Perceptions of Consumers in the Urban, Semi-urbanand Rural Markets about the Influence of Casual Income
Table. 6.15 Opinions of the Sales Forces about the Influence of Casual Income.
Foreign Contact of Consumers
Table 6.16 Perceptions of Consumers in the Regional Markets about the Influence of their Foreign Contact.
Table 6.17 Perceptions of Consumers in the Urban, Semi-urban and Rural Markets about the Influence of their Foreign Contact
Table 6.18 Opinions of the Sales Forces about the Influence ofForeign Contact of Consumers.
Government Policy
Table 6.19 Perceptions of Consumers in the Regional Marketsabout the Influence of Government Policy
Table 6.20 Perceptions of Consumers in the Urban, Semi - urban and Rural Markets about the Influence of Government Policy
Table 6.21 Opinions of the Sales Forces about the Influence of Government Policy
Educational Status
Table 6.22 Perceptions of Consumers in the Regional Marketsabout the Influence of their Educational Status.
Table 6.23 Perceptions of Consumers in the Urban, Semi- urbanand Rural Markets about the Influence of Educational Status
Table. 6.24 Opinions of the Sales Forces about the Influence of Educational Status.
Festivals
Table 6.25 Perceptions of Consumers in the Regional Markets about the Influence of Festivals.
Table 6. 26 Perceptions of Consumers in the Urban, Semi-urban and Rural Markets about the Influence of Festivals.
Table 6 27 Opinions of the Sales Forces about the Influence of Festivals.
CONCLUSION AND TEST OF HYPOTHESIS
Table 6.28 Exponential Trend Value - Socio-Economic Factors of Buyers - Northern Region
Table 6.29 Exponential Trend Value - Socio-Economic Factors of Buyers - Central Region
Fig. 6.1 Exponential Trend - Socio-Economic Factors of Buyers - Northern Region
Fig. 6.2 Exponential Trend - Socio-Economic Factors of Buyers - Central Region
Table 6.30 Exponential Trend Value - Socio-Economic Factors of Buyers - Southern Region
Table 6.31 Exponential Trend Value - Socio-Economic Factors of Buyers - Rural
Fig. 6.3 Exponential Trend - Socio-Economic Factors of Buyers - Southern Region
Fig. 6.4 Exponential Trend - Socio-Economic Factors of Buyers - Rural
Table 6.32 Exponential Trend Value - Socio-Economic Factors of Buyers - Semi-urban
Table 6.33 Exponential Trend Value - Socio-Economic Factors of Buyers - Urban
Fig. 6.5 Exponential Trend - Socio-Economic Factors of Buyers - Semi-urban
Fig. 6.6 Exponential Trend - Socio-Economic Factors of Buyers - Urban
VII. Summary of Findings and Suggestions
Product Specification
Preference for Source of Buying
Influence of Advertisement and Sales Promotion
Socio - Economic Factors of Buyers
Recommendations and Suggestions
Market Monitoring Cell (MMC)
Revival of the Handloorn Sector
Product Enrichment
Training Programmes for the Sales Forces.
Cost Competitiveness
Redesigning of Packaging
Regional Marketing
Topics for Further Research
BIBILIOGRAPHY
APPENDIX - I Consumer behaviour in retail marketing of textiles in Kerala
APPENDIX - II Consumer behaviour in retail marketing of textiles in kerala