AN EMPIRICAL STUDY ON SALES PROMOTION STRATEGIES IN A GARMENT

COMPANY

Mr.M.R.Prakash, Assistant Professor, Department of Management Studies, Bharath

Institute of Higher Education and Research, Chennai

INTRODUCTION

Indian sub-continent is the second largest manufacturer of garments after China being the
global leader in garment production. India is known for its high quality garments for men and
most of the garment manufacturers are in the Small and Medium scale industry. Indian men's
clothing industry has been growing steadily over the past few years, this has been possible owing
to the Indian male becoming more fashion conscious, and hence there is more consumption
which has increased global demand of men's garments by the rest of the world.

Government has even made effort to include benefits for Garment Industry. The annual plan
for 2007-08 formulated by Indian government to promote the textile sector, includes schemes for
attracting foreign direct investments, brand promotion through public-private partnership (PPP)
for global acceptance of Indian brands, trade centers for facilitating business and image building,
fashion hubs as a stable marketplace for Indian fashion, common compliance code for creating
apparel standards for the benefit of buyers, and training centers for developing human resources.
Indian garment industry`s has a decentralized production structure - subcontracting, which is low
risk and low capital-has served the industry well but has excluded Indian products from the mass
market for clothing, which demands consistent quality for large volumes of a single item.

OBJECTIVES OF THE STUDY

PRIMARY OBJECTIVES

 To find out the Sales promotion and consumer preference of Green Garments.

SECONDARY OBJECTIVES

 To find out the efforts made by the Green Garments to enhance the sales promotion.

 To analyses the level of consumer preference towards Green Garments T-shirts.

  To find out the price range of T-Shirts.

 To find out the customer preferences and effectiveness of sales promotion activities.

RESEARCH METHODOLOGY
The information in research is called data. The data has been collected through the following
sources.

1) Primary data
2) Secondary data

Relating to study the primary data was collected from different respondent using a
structured questionnaire and by personal contact. Secondary data was collected from websites,
books and company’s records.
DATA ANALYSES AND INTERPRETATION

T A B L E 1 TABLE REPRESENTING THE PROMOTIONAL ACTIVITY

S.NO PROMOTIONAL NO OF PERCENTAGE

ACTIVITY RESPONDENTS

1 Yes 92 92

2 No 4 4

Total 100 100

T h e a b o v e t a bl e r e v e a l s t h a t o u t o f 1 00 r e s p o n d e n t s , 92% of the respondents prefer

the promotional activity. 8% of the respondents are not prefer the promotional activity.

FIGURES 1 SHOWING THE RESPONDENTS OF PROMOTIONAL ACTIVITY

Series1, Yes, 92

Series1, No, 4
TABLE 2 TABLE SHOWING BETTER ME D I A FO R SALES
PR O M O T I O N

S.NO M E D I A T Y PE S NO.OF
R E S PO N D O N S PE R C E N T A G E

1 TV 35 35%

2 R A D IO 10 10%

3 N E W S P AP E R 35 35%

4 OUTDOOR 20 20%
A D V E R T IS E M E N T

T O T AL 1 00 1 00%

It i s c l e a r f r o m t h e a b o v e t a b l e t h a t , 3 5 r e s p o n d e n t s c a m e t o k n o w a b o u t t h e
p r o d u c t t h r o u gh Te l e v i s i o n a n d 1 0 re s p o n d e n t s c a m e t o k n o w a bo u t t h e
p r o d u c t t h r o u gh R a d i o a n d 3 5 r e s p on d e n t s t h r ou gh N e w s p a p e r a n d 2 0
r e s p o n d e n t s c a m e t o k n o w a b o u t t h e p r od u c t t h r o u gh O u t d oo r a d v e r t i s e m e n t .

FI G U R E S 2 S H O WI N G B E T T E R M E D I A FO R S A L E S PR O M O T IO N

Series1, NEWS
Series1, TV, 35 PAPER, 35

Series1, OUTDOOR
ADVERTISEMENT, 20

Series1, RADIO, 10
T A B L E 3 T A B L E S H O W I N G T H E PR O D U C T Q U A L I T Y O F G R E E N
GARMENT

PR O D U C T NO. OF
S. NO QUALITY R E S PO N D E N T S PE R C E N T A G E

1 Good 17 17%

2 V e r y go o d 73 73%

3 Moderate 8 8%

4 Poor 1 1%

5 Very poor 1 1%

T o t al 100 1 00%

T h e a b o v e t a b l e r e v e a l s t h a t o u t o f 10 0 r e s p o n d e n t s , 1 7 a r e go o d , 7 3 a r e
v e r y go o d , 8 a r e m o d e r a t e , 1 a r e p o o r a n d 1 v e r y p o o r .

FI G U R E S 3 SHOWING THE PR O D U C T Q U AL IT Y OF GREEN

GARMENT

Series1, Very good,

73

Series1, Good, 17
Series1, Moderate, 8
Series1, Poor, 1 Series1, Very poor, 1
T A B L E 4 PR O D U CT PR E F E R R E D B Y T H E R E S PO N D E N T S

NO.OF
S.NO PR O D U C T S R E S PO N D E N T S PE R C E N T A G E

1 T - S H IR T S 40 40%

2 T R O U S ER S 20 20%

3 IN N E R W E A R S 30 30%

4 K ID S W E A R S 10 10%

TOTAL 100 1 0 0%

From the above table reveals that out of 100 respondents, 40% respondents
a r e p r e f e r r e d T - S H I R T S , 2 0 % r e s p o n d en t s a r e T R O U S E R S , 3 0 % r e s p o n d e n t s
a r e IN N E R W E A R S , a n d 1 0 % r e s p o n d e nt s a r e K ID S W E A R .

FI G U R E S 4 SHOWING THE PR O D U C T PR E FE R R E D BY THE

R E S PO N D E N T S

Series1, T-SHIRTS,
40

Series1,
INNERWEARS, 30

Series1,
TROUSERS, 20

Series1,
KIDSWEARS, 10
T A B L E 5 T A B L E S H O W I N G T Y PE S O F M A T E R I AL PE R F E R I N T -
S H I RT

No. of
S.NO C L O T H T Y PE S PE R C E N T A G E
Respondents

1 Cotton 33 33%

2 Poly Cotton 27 27%

3 P o l ye s t e r 28 28%

4 Any other 12 12%

TOTAL 100 1 0 0%

T h e a b o v e t a b l e r e ve a l s t h a t o ut o f 10 0 r e s p o n d e n t s , 3 3 a r e C O T T O N , 2 7 a r e
P O LY C O T T O N , 2 8 a r e P O LY E S T E R , an d 1 2 a r e A n y o t h e r .

FI G U R E S 5 S H O WI N G T Y PE S O F M A T E R I A L PE R FE R I N T - S H I R T

Series1, Cotton, 33
Series1, Polyester,
Series1, Poly
28
Cotton, 27

Series1, Any other,

12
T A B L E 6 T A B L E S H O W I N G T - S H I R T S I Z E PR E FE R R E D B Y T H E
R E S PO N D E N T S

NO.OF
S.NO PR O D U C T S R E S PO N D E N T S PE R C E N T A G E

1 SHORT 10 10%

2 LO N G 20 20%

3 B O D Y F IT 30 30%

4 NORMAL 40 40%

T O T AL 100 1 0 0%

From the above table reveals that out of 100 respondents, 10% respondents are preferred
SHORT, 20% respondents are LONG, 30% respondents are BODY FIT, and 40% respondents
are NORMAL.

FI G U R E S 6 SHOWING THE T-SHIRT PR E FE R R E D BY THE

R E S PO N D E N T S

Series1, NORMAL, 40

Series1, BODY FIT, 30

Series1, LONG, 20

Series1, SHORT, 10
T A B L E 7 T AB L E S H O WI N G T H E PR I C E R A N G E O F T - S H I RT B Y T H E
R E S PO N D E N T S

S. NO PR I C E R A N G E NO.OF
R E S PO N D E N T S PE R C E N T A G E

1 R S 1 50 - 2 5 0 50 50%

2 R S 2 50 - 3 5 0 35 35%

3 R S 3 50 A B O V E 15 15%

Total 100 1 0 0%

T h e a b o v e t a b l e r e v e a l s t h a t o ut o f 1 0 0 r e s p o n d e n t s , 50 r e s p o n d e n t s p r e f e r
R S 1 5 0 - 25 0 , 3 5 r e sp o n d e n t s p r e f e r R S 2 5 0 - 3 5 0 , a n d 1 5 re s p o n d e n t s p r e f e r
R S 3 50 A B O V E .

FI G U R E S 7 SHOWING THE MONTHLY I N CO M E OF THE

R E S PO N D E N T S

, RS 150-250, 50
, RS 250-350, 35
, RS 350ABOVE, 15
,,0 ,,0
T A B L E 8 T A B L E S H O W I N G PR I C E O F T - S H I RT S

No. of
S.NO PR I C E PE R C E N T A G E
Respondents

1 Good 22 22%

2 V e r y go o d 64 64%

3 Moderate 12 12%

4 Poor 1 1%

5 Very poor 1 1%

Total 100 1 0 0%

T h e a b o v e t a b l e r e v e a l s t h a t o u t o f 10 0 r e s p o n d e n t s , 2 2 a r e go o d , 6 4 a r e
v e r y go o d , 1 2 a r e m o d e r a t e , 1 p o o r a n d 1 v e r y p o o r

FI G U R E S 8 S H O WI N G PR I C E O F T - S H I RT S

Series1, Very good,

64

Series1, Good, 22
Series1, Moderate,
12

Series1, Poor, 1 Series1, Very poor, 1

T A B L E 9 T A B L E S H O W I N G PR I C E O F T R O U S E RS

No. of
S.NO PR I C E PE R C E N T A G E
Respondents

1 Good 53 53%

2 V e r y go o d 27 27%

3 Moderate 18 18%

4 Poor 1 1%

5 Very poor 1 1%

Total 100 1 0 0%

T h e a b o v e t a b l e r e v e a l s t h a t o u t o f 10 0 r e s p o n d e n t s , 5 3 a r e go o d , 2 7 a r e
v e r y go o d , 1 8 a r e m o d e r a t e , 1 p o o r a n d 1 v e r y p o o r .

FI G U R E S 9 S H O WI N G PR I C E O F T R O U S E RS

Series1, Good, 53

Series1, Very good,

27
Series1, Moderate,
18

Series1, Poor, 1 Series1, Very poor, 1

T A B L E 1 0 T A B L E S H O WI N G PR I C E O F K I D S W E A R

No. of
S.NO PR I C E PE R C E N T A G E
Respondents

1 Good 23 23%

2 V e r y go o d 37 37%

3 Moderate 35 35%

4 Poor 3 3%

5 Very poor 2 2%

T o t al 100 1 0 0%

T h e a b ov e t a b l e r e v e a l s t h at o ut o f 1 0 0 r e s p o n d e nt s , 2 3 a r e go o d , 3 7 a r e
v e r y go o d , 3 5 a r e m o d e r a t e , 3 a r e p o o r a n d 2 v e r y p o o r .

FI G U R E 1 0 S H O WI N G PR I C E O F K I D S W E A R

Series1, Very good, Series1, Moderate,

37 35

Series1, Good, 23

Series1, Poor, 3 Series1, Very poor, 2

CHI SQUARE PERCENTAGE ANALYSIS METHOD:

A customer feels about the price of GREEN GARMENTS products.

FINDINGS

 M o s t o f r e s po n d e n t s a r e m o n t h l y i n c o m e b e t w e e n 2 0 , 0 0 0 - 30 , 0 0 0

 Most of the respondents prefer discount of promotional

activities.

 M o s t o f t h e r e s p o nd e n t s 3 5 % c a m e t o k n o w a b o u t t h e p r od u c t t h r ou gh
television and news paper.

 M o s t o f t h e r e s p o n de n t s 7 3 % o f r e s p o nd e n t s a r e h a v i n g s a t i s f a c t i o n i n
t h e i r P r o du c t q u a l i t y.

Very good Good Moderate Poor Very poor

Brands

T-Shirt 22 64 12 1 1

Trouser 53 27 18 1 1

Inner wear 23 37 35 3 2

Kids wear 34 46 16 3 1

 M o s t o f t h e r e s p o n de n t s 4 0 % p r e f e r r e d T - s h i r t s .

 M o s t o f t h e r e s p on d e n t s 3 3 % a r e h a v i n g s a t i s f a c t i o n i n t h e c o t t o n
cloth.

 M o s t o f t h e r e s p o nd e n t s 46 % a r e h a v i n g s a t i s f a c t i o n i n t h e p r i c e of
kids wears.

 M o s t o f t h e r e s p o nd e n t s 3 0 % a r e h a v i n g s a t i s f a c t i o n i n t h e p l a i n s o f
d e s i gn t yp e s .
  M o s t o f t h e r e s p on d e n t s 4 0 % a r e h a v i n g s a t i s f a c t i o n i n t h e h e at
transfer of printing method.

 Most of the respondents 40% are having satisfaction in the collar

neck.

 M o s t o f t h e r e s p o n de n t s 3 7 % a r e h a v i n g s a t i s f a c t i on i n t h e i n t e n t i on t o
buy the product.

 M o s t o f t h e r e s p o n de n t s 7 6 % a r e p r e f e r r e d d i s c o u n t .

 Most of the respondents 46% are having satisfaction in prevailing

s a l e s p r o m ot i o n a c t i v i t i e s o f G R E E N GA R M E N T S .

 M o s t o f t h e r e s p o nd e n t s 5 0 % a r e s a yi n g ye s t o i n c r e a s e t h e c u s t o m e r s
and their needs.

SUGGESTIONS

 To retain a position in the market the quality of the product should not be reduced the
price without reducing the quality.

 The company should concentrate on all types of income groups

so as to increase their profitability.

 To maintain a standard market and to increase the sales. The company should advertise
through television channel, regional newspaper and etc.

 The company has more opportunity and has a wide coverage to increase the sales of their
products and also need to maintain good relation with the customers.

 The company wants to increase sales promotion activities and consumer preferences
towards their products.
 GREEN GARMENTS wants to improve their T-Shirts sales and maintain the quality
level.
C O N C L U S IO N

The project report entitled as “A STUDY ON SALES PROMOTION AND CONSUMER

PREFERENCES OF GREEN GARMENTS, TIRUPUR”. The study was made for GREEN
GARMENTS products, TIRUPUR. From this report researcher came to know that majority of
the customers are satisfied with the service rendered by the company. Brand image of the
company was very high when compared to competitors. Prices of the products were also
medium. The distribution strategy of the company has to be modified at the earliest. As a whole
GREEN GARMENTS products are preferred by most of the People.

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