A

PROGECT
REPORT
ON
CONSUMER BUYING BEHAVIOUR

OF GARDEN SILK MILL OF P.O.Y.

IN SURAT CITY

AT

IN PARTIAL FULFILLMENT OF THE REQUIREMENT

FOR THE BECHELOR OF BUSINESS
ADMINISTRATION DEGREE OF VEER NARMAD
SOUTH GUJARAT UNIVERSITY, Surat

SUBMITTED BY:-
MALANI ALPESH DEVCHANDBHAI
TYBBA (MAKETING)
ROLL NO: - 12

UNDER THE GUID ED BY:-

Mr.HARSHESH PATEL

SUBMITTED TO:-

Vivekanand College for B.B.A

NARMAD SOUTH GUJARAT UNIVERSITY
Jahangirpura (Surat)
Academic year: - 2010-2011
 DECLARATION

I, Alpesh D. Malani, hereby declare that the project report in partial

fulfillment of the requirement for the award of the entitled CONSUMER BUYING
BEHAVIOUR OF GARDEN SILK MILLS P.O.Y IN SURAT under the guidance
of Prof Jayesh Tridevi submitted degree of Bachelor of Business Administration to
Surat University, Surat. Is my original work - research study carried out during
15st Dec. 2010 to 15th Feb. 2011 and not submitted for the award of any other
degree/diploma/fellowship of other similar titles of prices to any other
institution/organization or university by any other person.

Place: Surat Signature

Date: (Alpesh D. Malani)
B.B.A.
 PREFERECE

The project was carried out at garden silk mills ltd. Garden Vareli group of
companies, one of the leading industrial groups in India, plays a leading role in the
field of fashion fabrics. Garden Silk Mills Ltd. has been exporting their products to
European markets since late 1970s. The company has achieved a very good brand
name in Indian & International Market of Saris & Dress Materials.

The Indian textile industry has a significant presence in the economy as well as
in the International textile economy. The industry contributes 9% of GDP and 35% of
foreign exchange earnings and nearly 18% employment in the industrial sector. The
textile sector is willing to achieve Indias share from 3% in 2007 to 6% till 2010.

The title of the project is Consumer buying behaviour of garden silk mills
P.O.Y. in Surat and duration of the project work is two month that was from 15st
Dec. 2010 to 15th Feb. 2011. The sampling frame is Surat city, sample size is 100
customers and the sampling method is convenience sampling method. Data was being
collected on the basis of interviews and meeting with samples which was primary data
and the sample is people from weaving industries who are concerned with
manufacturing of polyester fabric.

The basic objective of the project was to know about the consumer buying
behaviour of the garden silk mills POY in Surat. And to study the future influence on
the purchase decision of garden silk mills POY as well as to study the customers
perception & their brand image of garden silk mills POY.

The area of study was customer of POY in Surat. I have contacted them and
then collected data for study on the basis of descriptive method. Based on findings
during the entire project work it was found that highest 30% of the respondents
purchased Gardens and Reliances POY. Overall purchasing tendency of customer is
good towards garden silk mills POY.
 ACKNOWLEGEMENT

I express my thanks to the officers and all the staff members of the Garden Silk
Mills Limited for their valuable assistance and excellent co-operation in preparation
of this project report.

I would like to thanks to Mr. Jayesh Tridevi for making available all facilities
in fulfilling the requirement for my project report.

The project would have been possible through out the experience, guidance and
supervision of Prof. Harshesh Patel has potentially and critically gone through the
subject matter.

I wish to place on record the operation given me by Mr. Bipin Modi (Manager
of the garden silk mills limited) for making capable of teaching new things, which
are helpful in our practical life.

Finally, I would like to thank to all these people who are directly or indirectly
contributed to my project work.

Alpesh D. Malani
 TABLE OF CONTENTS

Sr. No. Detail Page No.

1 Industry Profile 1
2 Company Profile 3

3 Theoritical Aspect 8
4 Research Methology 17
5 Data Analysis 23
6 Findings 35
7 Conclusion 36
8 Recommendation 37
Biblography 38
Annexure 39