A STUDY ON CONSUMER BUYING BEHAVIOUR IN KKP

SPINNING MILLS PRIVATE LIMITED .,

NAMAKKAL

MINI PROJECT WORK

Submitted by

SANGAVI.G

1861044

In partial fulfilment for the award of the degree

of

MASTER OF BUSINESS ADMINISTRATION

In

K.S.R. COLLEGE OF ENGINEERING (Autonomous)

ANNA UNIVERSITY:CHENNAI-600 025

OCTOBER 2019
 ANNA UNIVERSITY : CHENNAI 600 025

BONAFIDE CERTIFICATE

Certified that this project report A STUDY ON CONSUMER BUYING BEHAVIOUR IN

KKP SPINNING MILLS PRIVATE LIMITED is the bonafide work of
“Ms.G.SANGAVI” who carried out the project work under my supervision.

…………..….…………. ..………………………….

SIGNATURE SIGNATURE

Dr.T.VIJAYALAKSHMI,
MCom.,MPhil.,PH.D., Dr. N. S. SANTHI,MBA,M.Phil,PH.D.,

PROJECT GUIDE HEAD OF THE DEPARTMENT

Submitted for the project Viva-Voce examination held on ……….………

.…………………… …………...……….....

Internal Examiner External Examiner

 DECLARATION

I affirm that the project report titled “A STUDY ON CONSUMER BUYING

BEHAVIOUR IN KKP SPINNING MILLS PRIVATE LIMITED , NAMAKKAL”
being submitted in partial fulfilment for the award of MBA is the original work carried out by
me. It has formed the part of any other project report submitted foe award of any degree either in
this or any other university.

SANGAVI G

(Reg No: 1861044)

I certify that the declaration made above by the candidate is true

Dr. T. VIJAYALAKSHMI,MCom,M.Phil,PH.D.,
ASSISTANT PROFFESOR,
DEPARTMENT OF BUSINESS
ADMINISTRATION,
 ACKNOWLEDGEMENT
I would like to place my sincere thanks and gratitude to our Chairman of KSR
COLLEGE OF ENGINEERING, Lion Dr. K.S.RANGASAMY, MJF, for providing me the
needed facilities to do my Project work.

I express my sincere thanks to our Principal Dr.P.SENTHILKUMAR., Ph.D., for their

support given to me in carrying out the Project work.

I like to express my sincere thanks to our Head of the Department of Management studies
Dr.N.S.SANTHI, MBA, Mphil., Ph.D for the support given to me in carrying out the Project
work.

I would like to express my sincere gratitude to my Guide Dr.T.VIJAYALAKSHMI,

MCom.., Mphil., Ph.D., and the staff members of MBA Department for their valuable guidance,
which helped me a lot to establish control over this Project.

I like to express my thanks to Mrs N GOMATHI MBA.,HR MANAGER for the

support and guidance.

I wish to acknowledge my special thanks to my parents, my friends and other well-

wishers who helped me to complete this Project work successfully.

Ms.G SANGAVI

1861044
 CONTENTS

CHAPTER NO. TITLE PAGE NO.

ABSTRACT I

LIST OF TABLE II

LIST OF CHART IV

I INTRODUCTION

1.1 Introduction about the study 1

1.2 Company profile 5

1.3 Industry profile 7

II REVIEW OF LITERATURE 19

III DESIGN OF THE STUDY

3.1 Objectives of the study 22

3.2 Scope of the study 22

3.3 Limitations of the study 23

3.4 Research Methodology 23

3.4.1 Types of research 23

3.4.2 Data collection- primary data, 23

secondary data

3.4.3 Sampling techniques 24

3.4.4 Tools for analysis 24

IV DATA ANALYSIS AND INTERPRETATION 29

V FINDINGS, SUGGESTIONS AND

CONCLUSION

5.1Findings 55

5.2 Suggestions 56

5.3 Conclusion 56

REFERENCES 57

APPENDIX 59
 ABSTRACT

Consumer buying behavior signifies more than just the approach of consumer towards
buying a product. Marketing efforts therefore also emphasize on consumer’s consumption of
services, ideas and activities. The manner in which consumer buys a product is extremely
important to marketers. It involves understanding a set of decisions (what, why, when, how much
and how often) that the consumer makes over the time. This research scrutinizes consumer
behavior in a wider perspective and highlights its dependency on the most popular textiles
segments.

The topic of this study is “A STUDY ON CONSUMER BUYING BEHAVIOUR IN

KKP SPINNING MILLS PRIVATE LIMITED , NAMAKKAL”. The research design
adopted for this study is Descriptive research design and simple random sampling method used.
Here the researcher has selected 150 as a sample size. Simple percentage analysis is used to
represents the tables and charts by using SPSS software. Chi-square analysis, Correlation
analysis and Regression analysis are used in this study
 LIST OF TABLES

TABLE NO PARTICULARS PAGE NO

4.1 29
GENDER
4.2 30
AGE.
4.3 31
OCCUPATION.

4.4 MONTHLY INCOME 32

4.5 THE AWARENESS ABOUT KKP SPINNING MILLS TEXTILE 33

COMPANY

4.6 MEDIA OF ADVERTISEMENT OF PRODUCTS 34

4.7 THE FACTOR TAKEN IN TO CONSIDERATION WHILE 35

PURCHASING

4.8 QUALIFICATION 37

4.9
TYPES OF KKP SPINNING MILLS TEXTILE PRODUCTS. 38

4.10 USE PRODUCT OF THE KKP SPINNING MILLS TEXTILE 39

PRODUCTS.

4.11
OPINION ABOUT THE PERFORMANCE OF KKP SPINNING
40
MILLS TEXTILE PRODUCTS.

42
4.12 OPINION ABOUT THE PRICE OF KKP SPINNING MILLS
TEXTILE PRODUCTS.
 RECOMMEND OTHER TO USE KKP SPINNING MILLS TEXTILE
4.13 44
PRODUCTS.

4.14 FREQUENCY OF COMPLAINTS IN KKP SPINNING MILLS 45

TEXTILE PRODUCTS.

4.15 46
THEIR EXPERIENCE ABOUT COMPLAINTS IN KKP
SPINNING MILLS TEXTILE PRODUCTS.

4.16 48
BASED ON OPINION TOWARDS FACTORS BEFORE
BUYING PRODUCTS.

4.17 49
HOW LONG ARE THEY ARE USING KKP SPINNING MILLS
TEXTILE.

4.18 51
CORRELATION

4.19 CHI – SQUARE 52

 LIST OF CHARTS

PAGE NO
TABLE NO PARTICULARS
4.1 GENDER 29

4.2 AGE 30

4.3 OCCUPATION. 31

4.4 MONTHLY INCOME 32

4.5 THEN AWARENESS ABOUT KKP SPINNING MILLS 33

TEXTILE PRODUCTS.

4.6 MEDIA OF ADVERTISEMENT OF PRODUCTS 34

4.7 THE FACTOR TAKEN IN TO CONSIDERATION WHILE 36

PURCHASING

4.8 QUALIFICATION 37

TYPES OF KKP SPINNING MILLS TEXTILE

4.9 38
PRODUCTS.

4.10 USE PRODUCT OF THE KKP SPINNING MILLS TEXTILE 39

PRODUCTS.

4.11 41
OPINION ABOUT THE PERFORMANCE OF KKP
SPINNING MILLS TEXTILE PRODUCTS.

4.12 43
OPINION ABOUT THE PRICE OF KKP SPINNING
 MILLS TEXTILE PRODUCTS.

RECOMMEND OTHER TO USE KKP

4.13 44
SPINNING MILLS TEXTILE PRODUCTS.

4.14 FREQUENCY OF COMPLAINTS IN KKP SPINNING

45
MILLS TEXTILE PRODUCTS.

THEIR EXPERIENCE ABOUT COMPLAINTS

4.15 46
IN KKP SPINNING MILLS TEXTILE PRODUCTS.

BASED ON OPINION TOWARDS FACTORS

4.16 48
BEFORE BUYING PRODUCTS.

HOW LONG ARE THEY ARE USING KKP

4.17 49
SPINNING MILLS TEXTILE.