Chapter 1 INTRODUCTION Research Topic The study of analyzing the relationship of 4ps for buyers buying behavior Of Selyn Handloom Sarees in Kurunegala District Background of the studyIn present society buyers buying behavior is very important thing for the business organizations.
Because countries like Sri Lanka they try to export branded products to foreign market. Brands are always considered as a best tool for marketing and business strategy. As the marketing systems are getting advanced day by day, it shrunk the distances, there by linking markets through flows of information across markets. This trend increased the competition levels as well. They highly concern about high profit in one product in local market. Because they want to keep their product standard.
Among the branded exporting companies researchers select the Seyln handlooms. According to the research researchers have consided about customers buying behaviors. Researchers consider that in to marketing 4Ps method.
This research for the get good feedback from customers. Under the marketing strategies product, price, promotions and place are should be consider. The study is focusing on product customers. According to this research is going to investigate the probable and existing influence into 4Ps how to affect to the customers buying behavior.1.3 Research ProblemHow do 4ps method effect For the Buyers Buying Behavior of Selyn Handloom Sarees in Kurunegala District1.4 Objectives of the studyTo Find out the customers buying behaviors of selyn handloom sarees To identify the 4 Ps of selyn handloom sarees To investigate the relationships among ,4ps method ,buying behavior and handloom sareesTo recommend solutions for customers buying behavior of selyn handloom sarees MethodologyPRIMARY DATAquestionnairesResearchers decide to select a randomly 50 samples from population and distributed questionnaire to research samplesself-observationResearchers are going to visit a company to get realistic idea about the behaviours of consumer.
Researchers are stay at the company and observe consumer behaviourSECONDARY DATAget some idea from internetResearchers get some theoretical information from web sites1.6 Importance of the studyMarketing research is imperative for a company to know what type of products or services would be profitable to introduce in the market as well as customers opines are changing day by day and Also with respect to its existing products in the market, marketing research enables a company to know if it has been able to satisfy customer needs and whether any changes need to be made in the packaging, delivery or the product as well as these things researchers cannot deduced from simple knowledge. Therefore data should analysed. The objective of marketing research is provide the analysed information for managers to make their decision more effetely.Marketing research can important for saree producers to increase their market sales by understanding perception of consumer and how consumer make preference toward their products.
1.7 limitations of the studyThe study is based on 50 consumers therefore the study cannot cover all the consumers opines. This study is only limited for 4ps that because cannot identify all other factors effecting for consumer buying behaviourTime constraints Time restriction was there because they gave only two days to visit there sales outlet .therefore research cannot able to observe many customers opinions and buying behavioursBias of customersSome customers do not interest to answer the questionnaire because Save their timeDisturb their freedomRestriction of collecting dataOutlet manager didn’t give any information regarding there researches made about customers behaviour1.8 Chapter outlines 1st ChapterIntroduce general back ground and framework relating to the research topic.2nd ChapterGive the knowledge about the consumer buying behaviour and 4ps by theoretical studies.
From this chapter, discuss about the topic in detail.3rd ChapterBrief introduction about the selected company, In addition discuss about sample selection and data collection methods.4th ChapterCollected data analyse by using charts, graphs ect..
5th ChapterPresent the suitable suggestion about findings and include a summary of entire studies. Chapter-2LITERATURE REVIEW2.1 What is the consumer buying behaviour?Kotler and Keller (2011) Marketing is to meet and satisfy target customers’ needs and wants. The field of consumer behaviour studies how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and desires. Understanding consumer behaviour is never simple, because customers may say one thing but do another. They may not be in touch with their deeper motivations, and they may respond to in?uences and change their minds at the last minuteAccording to the Kotler’s book Kotler and Keller (2011) of marketing management, the consumer behaviour is the study of individual, groups or organizations and the processes they use to select, secure, use and disports of products, services, experiences or ideas to satisfy needs and the impact that these processors have on the consumer and society.
It blends elements from physiology, sociology, social anthropology, marketing and the economics. It attempts to the understand decision making process of buyers, both individually and in groups such as demographics and behaviours variables in an attempt to understand people’s wants.it also tries to assess influences on the consumer from groups such as family , friends, sports , preference groups and society in general.When researchers doing a customer behaviour study it always based on the customer buying behaviour, with the customer playing the tree distinct roles of user, payer and buyer relationship marketing is an influential asset for customer behaviour analysis as it has a keen interest in the re-discovery of the true meaning of marketing through the re-affirmation of the importance of the customer or buyer. A greater importance is also based on customer retention, customer relationship market management customization and one-to-one marketing.2.2 DefinitionConsumer buyer behaviour is considered to be an inseparable part of marketing and Kotler and Keller (2011) state that consumer buying behaviour is the study of the ways of buying and disposing of goods, services, ideas or experiences by the individuals, groups and organizations in order to satisfy their needs and wants.Buyer behaviour has been defined as “a process, which through inputs and their use though process and actions leads to satisfaction of needs and wants” (Ennis, 1974, p.
228). Consumer buying behaviour has numerous factors as a part of it which are believed to have some level of effect on the purchasing decisions of the customers.Alternatively, consumer buying behaviour “refers to the buying behaviour of final consumers, both individuals and households, who buy goods and services for personal consumption” (Kumar, 2010, p.218). From marketers’ point of view issues specific aspects of consumer behaviour that need to be studied include the reasons behind consumers making purchases, specific factors influencing the patterns of consumer purchases, analysis of changing factors within the society and others.
2.3 Theories relating to consumer buying behaviour?Black box modelThe black box model shows the interaction of stimuli, consumer characteristics, decision process and consumer responses. It can be distinguished between interpersonal stimuli (between people) or intrapersonal stimuli (within people).The black box model is related to the black box theory of behaviourism, where the focus is not set on the processes inside a consumer, but the relation between the stimuli and the response of the consumer. The marketing stimuli are planned and processed by the companies, whereas the environmental stimulus are given by social factors, based on the economic, political and cultural circumstances of a society. The buyer’s black box contains the buyer characteristics and the decision process, which determines the buyer’s responses.( Kotler and Keller (2011))29718009525Source.
(Kotler and Keller2011)Source. (Kotler and Keller2011)Marketing mix Source (www.investopedia.
com)These 4P’s are the parameters that the marketing manager can control, subject to the internal and external constraints of the marketing environment. The goal is to make decisions that centre the 4P’s on the customer in the target market in order to create perceived value and generate a positive response.History of marketing mix concept and terminologyThe marketing mix concept gained popularity following an article titled “The Concept of the Marketing Mix” by Neil Borden published in 1964. Borden explained how he started using the term inspired by James Culliton who in the 1940s described the marketing manager as a ‘mixer of ingredients.’ Borden’s article detailed these ingredients as product, planning, price, branding, distribution, display, packaging, advertising, promotions, personal selling among many others. Eventually E. Jerome McCarthy clustered these multiple items into four high level categories that researchers now known as the 4P’s of marketing.
“Its elements are the basic, tactical components of a marketing plan”. Together, elements in these four categories help develop marketing strategies and tactics.Purpose of marketing mixThe 4P’s were formalized and developed over the years by experts to ensure the creation and execution of a successful marketing strategy. Through the use of this tool, the attempt is to satisfy both the customer and the seller. When properly understood and utilized, this mix has proven to a key factor in a product’s success.Key features of marketing mixInterdependent variablesThe marketing mix is made up of four unique variables. These four variables are interdependent and need to be planned in conjunction with one another to ensure that the action plans within all four are complimentary and aligned.
Help Achieve Marketing TargetsThrough the use of this set of variables, the company can achieve its marketing targets such as sales, profits, and customer retention and satisfaction.Flexible ConceptThe marketing mix is a fluid and flexible concept and the focus on any one variable may be increased or decreased given unique marketing conditions and customer requirements.Constant MonitoringIt is vital to keep an eye on changing trends and requirements, within the company as well as in the market to ensure that the elements in marketing mix stays relevant and updated.
Role of Marketing ManagerA mature, intelligent and innovative marketing manager needs to be at the helm of the marketing mix. This pivotal role means that this manager is responsible for achieving desired results through the skill manipulation of these variables.Customer as a focal pointA vital feature of the marketing mix is that the customer is the focal point of the activity.
The value of the product is determined by customer perceptions and the goal is to achieve a satisfied and loyal customer2.4 Factors causing for Consumer buying behaviour4psTo effectively market a product or service there are four things you need to get right:•Product •Place•Price •PromotionThese four elements are known as the marketing mix or the 4Ps. The four elements should be viewed as one unit and structured to support each other; Otherwise a firm’s marketing strategy will be confusing and uncoordinated. This article provides you with a quick introduction to each element and links if you would like more information.
ProductAs the product is the item being sold to the customer, the thing that will bring in money, its features and design need careful consideration. Whether the firm is manufacturing the product or purchasing the product for resale, they need to determine what product features will appeal to their target market. When an organisation is considering introducing a product into a market, they should ask themselves the following questions:Who is the product aimed atWhat benefit will customers expect from itWhat will be its advantage over competitor products? Or its unique selling point?How does the firm plan to Position the product within the market?The answers to these questions will help a firm design, package and add value to its products.
To learn more about product strategies within the marketing mix .Marketing Mix and Product strategies and to learn more about pricing including example pricing strategies.PricePrice covers the actual amount the end user is expected to pay for a product. How a product is priced will directly affect how it sells.
This is linked to what the perceived value of the product is to the customer rather than an objective costing of the product on offer. If a product is priced higher or lower than its perceived value, then it will not sell. This is why it is imperative to understand how a customer sees what you are selling. If there is a positive customer value, than a product may be successfully priced higher than its objective monetary value. Conversely, if a product has little value in the eyes of the consumer, then it may need to be under-priced to sell. Price may also be affected by distribution plans, value chain costs and mark-up and how competitors price a rival product.PlaceThe Place element of the marketing place is about where the product is made, where is it stored and how is it transported to the customer. The place for each of these things should ensure that the product gets to the right place at the right time without damage or loss Distribution is a key element of placement.
The placement strategy will help assess what channel is the most suited to a product. How a product is accessed by the end user also needs to compliment the rest of the product strategy. The ideal place will be- Convenient for the customer and the business- Accessible for the customer if it is the place where the product is sold- Low cost or free for the customer if it is the place where the product is sold- Reasonable cost to the businessPromotionThe marketing communication strategies and techniques all fall under the promotion heading. These may include advertising, sales promotions, special offers and public relations. Whatever the channel used, it is necessary for it to be suitable for the product, the price and the end user it is being marketed to. It is important to differentiate between marketing and promotion.
Promotion is just the communication aspect of the entire marketing function.Promotional activities for consumer sales will be different to promotional activities for business to business sales. The following things will influence how a firm chooses to promote its product:Promotional campaign purposeThe budget for the promotional campaignLegal rules about what you can promote and howThe target market for the product The marketing environment in which the firm operatesTypes of Promotion ExplanationAdvertising Any non-personal paid form of communication using any form of mass media.Public Relations Involves developing positive relationships with the organization media public.
The art of good public relations is not only to obtain favorable publicity within the media, but it is also involves being able to handle successfully negative attention.Sales Promotion Commonly used to obtain an increase in sales short term. Could involve using money off coupons or special offers.Personal Selling Selling a product service one to oneDirect Mail Is the sending of publicity material to a named person within an organizationDirect mail allows an organization to use their resources more effectively by allowing them to send publicity material to a named person within their target segment. By personalizing advertising, response rates increase thus increasing the chance of improving sales.
Listed below are links to organization whose business involves direct mail.Internet Marketing Promoting and selling your services online using various forms of online marketing techniques such as banner advertisements, videos or social media.Sponsorship Where you pay an organization to use your brand or logo. This organization usually has a high profile so that you know that your brand will be seen by a large audience.
Most common use of sponsorship is with sporting events. The 2012 Olympics being held in London is being sponsored by a number of organizations such as McDonalds and Coca-Cola as the event will attract a worldwide audience that will run into hundreds of millions. Source www.valuebasedmanagement.net2.5 Present studiesIt is difficult to find present studies on selecting most affecting factors among 4ps but there are some studied on consumer buying on handloom sarees from Haryana, INDIAAccording to the research publish PROF. K.
K. AGGARWAL Chancellor in Lingaya’s University, Delhi in 2012. The age group of the respondents varies from 20-50 year. 18 percent of the respondents were between 20-30 years, 25 percent were from 30-40 years and 7percent from 40-50 years. The categorization has been done so as to cover all the cross section of the society who wear sari and have knowledge about the current tastes and preferences. Younger generation also has been tapped so as to know whether they are having favourable attitude towards gadwal saris. Refers to the occupational status of the respondents.
60 percent of the respondents were employed and 40 percent were housewives. The sample consisted of both working and non-working women, so that it can reflect the perception of both the groups. Income level of working women were diverse. Out of 30, 40 percent were earning up to Rs. 10,000, 37 percent were earning between Rs.10, 000-20,000 and 7 percent were earning Rs. 20,000 and above. The samples consist of all women who can buy any range of gadwal saris.
Frequency of purchase of saris by existing customers seems to be very favourable, as out of 50, 30 percent buy saris every 3 to 6 months. 28 percent purchase every 1 to 3 months and another set of 10 percent purchase 6-9 months. Gadwal saris are bought for some occasions and ceremonial functions. Refers to the preference of women regarding their choice for the type of sari. About 34 percent out of 50 respondents prefer fancy sari followed by silk (20 percent) and cotton sari (14 percent). Respondents prefer fancy saris. This shows that they are looking for a change in the product. They will prefer to buy new fashioned gadwal cloth rather than traditional design with no major changes.
Clearly indicates that within the silk source market, gadwal saris has good demand. This clearly shows that customers are willing to buy the core product of gadwal. Indicates that customers prefer to buy in a shop rather than approach weavers/master weavers directly. Hence modern retail outlets are preferred outlets for gadwal than traditional outlets. More than 70 percent prefer wholesalers and retailers as place of purchase. Different factors are highlighted by respondents when buying silk saris.
Most of them (54 percent) prefer the saris because of its grand look. Hence consumers like the basic product but they are looking for variety More than 75 percent of respondents perceive gadwal sari as a very good product. 22 percent of the respondents’ opinion is between average and good. Hence perception about consumer is very positive and it reveals that demand can be further alleviated by aggressive marketing strategies. More than 60 percent are satisfied with the price of gadwal sari. It seems that price is not a barrier for consumers; they prefer variety and quality product rather than go for cheap cloth with lower prices .
About 48 percent could tell all the varieties of gadwal sari which is quite less considering the fact that the sample was taken from a place which is inherently famous for gadwal saris. It is evident that there is lack of information about the product and hence promotional strategies should focus this issue to combat fewer sales. More than 60 percent of the respondents were aware of different shades of gadwal saris which highlights the knowledge of the product.
This can be attributed to the fact that the sample has been selected where gadwal saris are popular. The need is to generate same interest and knowledge for potential customers .More than 82 percent of the respondents stated that the colour combination of the gadwal sari is appreciable. 3. CHAPTERMethodology3.1 Introduction of the selected companySelyn started in year 1991, Selyn is Sri Lanka’s only fair-trade guaranteed Handloom Company that engages the traditional Sri Lankan community of handloom weavers in bringing to you products made of 100% cotton and infinite measures of skill and devotion Selyn produce 100% natural cotton fabrics that are transformed into toys, children’s’ accessories, educational and interactive toys, home accessories, household textiles and linens, garments, jewellery and many other products. These wonderful products go into the local and export markets and can be found within Sri Lanka, the European Union, the US and parts of Asia.
Selyn believes in ‘teaching people how to fish’ and therefore selyn invest in their members so that they may stand on their own feet. Thinking outside the box, selyn have established 9 handloom workshops and 5 sewing/handwork workshops in villages in the rural outskirts of the Kurunegala and Batticaloa districts. These workshops are mostly headed by former Selyn members who have been unable to continue work in the main workshops due to various reasons, such as leaving young daughters or grandchildren at home alone or helping their husbands in paddy cultivation – all part and parcel of the life of a rural Sri Lankan woman.
This is a successful attempt to move away from a traditional ‘headquarter-based workshop model’ so that rural artisans can work within the comfort of their own villages and homes. The success of Selyn has been built on its ability to be independent, innovative and sustainable and selyn strive to empower those within their organization to do the sameThe tradition of the loom takes its roots at the very inception of Sri Lankan history. Today the industry faces decline due to various reasons ranging from the lack of skilled expertise, uncompetitive market prices, outdated designs and lack of infrastructure and technology.
Selyn takes on this challenge to revive their heritage and extend its benefits to their rural women and men. their fundamental values stems from the very foundation of their organization. Selyn are primarily committed to quality and to innovative design. their dye house gives you all the colours of a rainbow and at their handloom workshops slyen have weaved a myriad of fabrics which become home textiles, garments and toys. Their local showrooms also house a beautiful variety of handicrafts inspired by Sri Lanka’s traditional industries and modified to suit modern tastes and trends.Key business areas and functionsThroughout this entire process of colour and design, selyn are also strongly committed to people.
Selyn provide a creative space for skilled artisans; men, women and youth from rural parts of Sri Lanka, to engage their skills in a productive and efficient manner in order to help them improve their living standards. Selyn think outside the box and have established over 16 workshops in handloom villages in the rural outskirts of the North-western, Eastern and Southern provinces of Sri Lanka in an attempt to move away from a traditional ‘headquarter-based workshop model’ to one which their artisans can reach within the comfort of their own homes. In this way selyn hope not only to empower them financially but also create a way of life within which they are comfortable. Selyn is more than just a handloom company; selyn are a Sri Lankan Community.3.1.
1 Organizational profileEstablishmentFounded in 1991 by Sandra Wanduragala, Selyn started its work with 15 women in the village of Wanduragala in Kurunegala, Sri Lanka. Joined shortly thereafter by her brother, Hilary Wanduragala, Selyn now has nearly 1000 members within its organisation. Selyn is Sri Lanka’s only fair-trade guaranteed company and supplies to fair-trade and commercial customers all over the world.VisionOur vision is to grow based on the principles of fair trade in order to retain our market leadership while uplifting the living standards of rural women and men by providing them with sustainable employment and keeping alive the local tradition of handloom fabrics MissionOur mission is to be a social and environmentally responsible and based our activities on fair trade principles with an aim to enhance customer and employee satisfaction along with retaining market leadership.
ValuesFair Trade is a trading partnership, based on dialogue, transparency and respect that seeks greater equity in international trade. It contributes to sustainable development by offering better trading conditions to, and securing the rights of, marginalized producers and workers. Fair Trade organizations have a clear commitment to Fair Trade as the principal core of their mission.They, backed by consumers, are engaged actively in supporting producers, awareness raising and in campaigning for changes in the rules and practice of conventional international trade. They can be recognized by the WFTO logo. Fair trade is more than just trading: it proves that greater justice in world trade is possible. It highlights the need for change in the rules and practice of conventional trade and shows how a successful business can also put people first.
Ethical trading 1.Creating Opportunities for Economically Disadvantaged Producers2.Transparency and Accountability3.Responsible and Fair Business and Trading Practices4.Payment of Fair Prices and Wages5.NO Child Labour and Forced Labour6.
Non Discrimination, Gender Equity and Freedom of Association7.Safe and Healthy Working Conditions8.Capacity Building for Producers and Employees9.Promotion of Fair Trade10.Protection of the Environment3.2 Sample selectionSampling StrategyUsually Sri Lankan ladies buying handloom saries when they wanted to participate special occasions or their work place, So there are more handloom sellers at the market but she decide what is the brand they buy on behalf of above decision there may be several reasons; the research based on the how 4PS method affecting to the customer buying decisions of selyn handloom saries.PopulationAccording to the research population is that the consumers who consumed handloom saries usually.
Normally in Sri Lanka most of the ladies wear handloom saries. According to population for this survey is ladies in kurunegala district who wear handloom sariesSampling MethodThe way of sampling is used to find out the result of the study way of sampling is made up of ladies who are easy to buy. It is a method of sampling which involves being drawn from the part of the population without responsibility. That is a population is selected because it is already availableSampling Size50 ladies who are visit selyn handloom outlet in waduragala at Friday and Saturday 3.3 Data collection MethodsData collection from primary sourcesResearchers have designed 50 samples of ladies. Researchers gave questionnaire for them to collect data and researchers discover their behaviours and ask some question about quality of their choices and what they expect more.Researchers are going to visit a researchers to get realistic idea about the behaviours of consumer. Researchers are stay at the company and observe consumer behaviour.
Data collection from secondary sourcesResearchers have used internet and Kotler’s marketing management book Kotler and Keller (2011) for find out information’s about marketing and study for handloom market for Sri LankaSampling Technics Target population: Handloom saree users Sampling Frame : Ladies who visited for the Wanduragala selyn showroom Sampling Unit : Individual customers who bought handloom saries Sample Size : 50Data analysing Collected data are analysing with the use of computer software – MS excel frequency (mode) is conceder as the response (result) to the identify the reach of objective.CHAPTER 4 DATA PRESENTATION AND ANALYSIS4.1 Data presentationResearchers got a sample from slyen branch in waduragala .researchers have selected 50 ladies who bought slyen handloom sarees researchers selected these randomly4.1.
1 AgeThe research has been founded 12 customers are between age 18-22 , 24 funded between age 23-30 , 10 customers 31-45 and 4 customers above 46 age limit.age Number of customers18-22 1223-30 2431-45 10Above 46 4 Table 4.1.1 Figure 4.1.1 99949026924000236220067945Source: research dataSource: research data4.
1.2 JobAccording to the job researchers have analysed out of 50 customers, government works 19, privet works 17 and 14 other customersTable 4.1.2job Number of customersGovernment works 19Privet works 17Other customers 14Figure 4.1.28572501250950022098008890Source: research dataSource: research data4.
1.3 Income LevelAccording to the collected data of 50 customers, 8 customers are between 30000-50000 income level, 14 customers 50000-70000, 16 customers 70000-90000 and 12 customers above 90000.Table 4.1.3Income level No of customers30000-50000 850000-70000 1470000-90000 16Above 90000 12Figure 4.1.
3left15049500-2952750202565Source: research dataSource: research data004.1.4 How many times wear sarees in a weekAccording to the collected data of 50 customers, 16 customers wore handloom saree for 1 day in a week, 18 customers wore 2 days in a week, 9 customers wore 3 days in a week,, 7 customers wore 4 days in week, , 3 customers wore 5 days in a week, , 1 customers a wore 6 days in a week, ,there are no any customers are wear 7 days in research sample.Days No Of Times1 day 152days 173days 84days 75days 26days 17days 0Table 4.1.4Figure 4.1.4904875914402476500212090Source: research dataSource: research data4.
1.5 BUYING PRICE RATE According to the collected data of 50 customers, 14 customers have selected a saree price between Rs.4000 – Rs.13000, 22 customers Rs.13000 – Rs.
22000, 9 customers Rs.22000 -Rs.31000 , 4 customers Rs.31000 – Rs.40000 and 1 customers above 40000 4.1.5 TablePrice rate No of customersRs.4000 – Rs.
13000 22Rs.13000 – Rs.22000 9Rs.
22000 -Rs.31000 4Rs.31000 – Rs.40000 14.1.5 Figure257175762000-3243580318770Source: research data0Source: research data4.
1.6 Information Media The study has been founded most of the customers get information about handloom sarees .25 customers out of 50 are getting information from word-of –mouth , 13 customers get information in Facebook , 5 customers get information from magazine and 7 customers get information from websiteMedia No of customersWord of mouth 25Facebook 13magazines 5website 7newspaper 04.1.6 Table4.1.6 Figure6851659525002076450111125Source: research dataSource: research data4.
1.7 Most effecting factor for consumer buying behaviour4.1.7 TableRanking No of customers1 Quality 152 Design 133 Brand name 74 Price 75 comfortable 56 Durability 34.1.7 FigureSource: research data4.
2 data analysis4.2.1 Age Vs. Wearing Frequency In A WeekResearch has founded that the responders who are in middle age are more consider about the handloom sarees.
According to the research, ladies whose age between23-32 are wear handloom sarees most of the days in the week Age 18-22 Age 23-32 Age Above 331 day 15 4 9 22 days 17 6 9 23 days 8 1 6 14 days 7 3 2 25 days 2 0 2 06 days 1 0 1 07 days 0 0 0 050 14 29 720764506798945Source: research dataSource: research data2965454352290004.2.1 Table4.
2.1 Figure4.2.2 Table Age Vs. Information Media The study has been founded most of the customers get information about handloom sarees .25 customers out of 50 are getting information from word-of –mouth , 13 customers get information in Facebook , 5 customers get information from magazine and 7 customers get information from website4.
2.2 TableAge 18-22 Age 23-32 Age Above 33Word of mouth 25 6 15 4Facebook 13 9 2 2magazines 5 3 1 1website 7 5 1 1newspaper 0 0 0 050 23 19 84.2.
2 Figure21907504695825Source: research dataSource: research data200026275589004.2.3 Income Vs Price Of the SareesThe study has been founded when the consumers income has been increased, they try to buy a saree which at the higher price range,. According to the research higher income level people try to higher price sarees and middle income level people try to buy middle price level sarees.4.2.3 TableIncome level 4000-13000 13000-22000 22000-31000 31000-4000030000-50000 8 4 3 0 150000-70000 14 5 8 1 070000-90000 16 2 6 4 4Above 90000 12 2 5 3 22476504025900022574253589655Source: research dataSource: research data4.2.
3 Figure4.2.4 Age vs.
included cotton percentage The study has been founded when the when the included cotton percentage changed it directly affect to the buying decisions according to the age. Young ladies like to buy a sarees which included low percentage of cotton. 4.2.4 TableAge 50% Cotton 100% cotton18-22 12 10 223-30 24 18 631-45 10 1 9Above 46 4 1 350 30 204.2.
4 Figure22860003137535Source: research dataSource: research data4.2.5 Age and the expectation The study has been founded according to the age between 18-22, they mainly consider about the design.
Ladies who at the age between 23-30 they higher concerned about the also designed they consider about comfortable. 31-45 year ladies higher concern about states. Ladies who at the age above 46 higher consider about comfortable4.2.5 TableAge States comfortable Design Durability 18-22 12 3 2 5 223-30 24 6 7 7 431-45 10 4 3 2 1Above 46 4 0 3 1 050 4.2.5 Figure Source: research dataCHAPTER 5CONCLUSIONS AND RECOMMENDATION5.
1 ConclusionsIn present society consumer buying behaviour take the first place. Therefor researchers have selected 4ps method to the research. Sri Lanka is a traditional country. Women are mainly dress sarees as a traditional dress.
Researchers have selected famous handloom garment and outlet it called Selyn. That is the first thing researchers have done. The study based on analysing the relationship of 4ps For Buyers Buying Behaviour of selyn Handloom Sarees in Kurunegala District. Mainly researchers had four objectives in the research there are, To Find out the customers buying behaviours of selyn’s handloom sarees, to identify the 4 Ps of selyn handloom sarees, to investigate the relationships among 4ps method buying behaviour and handloom sarees, to recommend solutions for customers buying behaviour of selyn handloom sarees.
After researchers have selected their objectives. Researchers have decided how researchers collect data and what the methods researchers should do. Finely researchers have decided researchers gave questionnaire for the customers and researchers observe their behaviours. When researchers consider history of customer buying and 4ps, researchers have referred Kotler’s marketing management book 2012. According to the Kotler’s book of marketing management, the consumer behaviour is the study of individual, groups or organizations and the processes they use to select, secure, use and disports of products, services, experiences or ideas to satisfy needs and the impact that these processors have on the consumer and society. It blends elements from physiology, sociology, social anthropology, marketing and the economics. It attempts to the understand decision making process of buyers, both individually and in groups such as demographics and behaviours variables in an attempt to understand people’s wants.it also try to assess influences on the consumer from groups such as family , friends, sports , preference groups and society in general.
And researchers have found research in India, about the how 4ps affect to the customer buying behaviour and 4ps method. According to this Indian research published by PROF. K. K. AGGARWAL Chancellor in Lingaya’s University, Delhi in 2012. The age group of the respondents 20-30 years, 25 percent categorization has been done so as to cover all the cross section of the society who wear sari and have knowledge about the current tastes and preferences. This age limit was got higher percentage.
Younger generation also has been tapped so as to know whether they are having favourable attitude towards gadwal saris. Refers to the occupational status of the respondents. 60 percent of the respondents were employed and 40 percent were housewives. The sample consisted of both working and non-working women, so that it can reflect the perception of both the groups. The distinctiveness of handloom products compared with other mill made cloths is not known to the customer.
Hence the present study is an attempt to understand the customer awareness about handloom products. The present study is descriptive in nature. The data required for the present study is collected mainly from primary sources. Stratified Random sampling technique was used to select a sample of 600 customers from five different taluks in Erode District, Tamil Nadu. Keywords: Handloom, customer, awareness, handloom market.According to the research population is Sri Lankan handloom saree market.
Ladies who bought handloom sarees. The sample is 50 ladies who are visit selyn handloom outlet in waduragala at Friday and Saturday. Randomly researchers have given questionnaires for selected ladies and researchers observer how they selected a saree. After the visit researchers got some information about 4PS method and Sri Lankan handloom marketResearchers have analysed research data based on research questionnaire. According to the study most effective age limit is age between23-30. Most of the ladies doing government jobs. Researchers mainly focused customer’s income level because selyn handloom sarees are in standers price. The study have founded most effective income level between Rs.
70000- Rs.90000. most of ladies wear handloom sarees two times per week. Most of them bought sarees which are at the price range of Rs.
4000- Rs.13000. the study have founded most effective promotion method is word-of-mouth. Researchers ask about it from the selyn handloom outlet manager, He said they offer to the customers’ high quality product.
Into this quality product one customer said about this handloom product to another. That is their main promotion method. Researchers have proof that according to the study.5.2 research findings How 4Ps method affect to the consumer buying behaviour in selyn handloom sarees5.1Consumers buying behaviour It is very important concept and also it is very difficult to identify how to 4Ps affect to the selyn handloom sarees.
The research has been identified that the consumer behaviour different from some factors like income level, age, promotions, etc.5.2 research findings How 4Ps method affect to the consumer buying behaviour in selyn handloom sarees5.2.1Consumers buying behaviour It is very important concept and also it is very difficult to identify how to 4Ps affect to the selyn handloom sarees. The research has been identified that the consumer behaviour different from some factors like income level, age, promotions, etc.
5.2.2 4Ps for the consumer buying behaviour ProductThe important thing to remember when offering menu items to customers is that they have a choice. They have a huge number of ways of spending their money and places to spend it.
Therefore, selyn handloom places considerable emphasis on developing a menu which customers want. Market research establishes exactly what this is. However, customers’ requirements change over time. What is fashionable and attractive today may be discarded tomorrow. Marketing continuously monitors customers’ preferences.
In order to meet these changes, selyn handloom has introduced new products and phased out old ones, and will continue to do so. Care is taken not to adversely affect the sales of one choice by introducing a new choice, which will cannibalize sales from the existing one (trade off). selyn handloom knows that new and modern items will vary in popularity. Their ability to generate profits will vary at different points in their life cycle.
Our study has been identify that the product is the most affecting factor for the consumer buying behaviour in kurunegala city. When consider about collected data they try to buy selyn handloom sarees consider about quality. As the study has been identified design take the second place when making buying decision. When customer will be satisfy they wanted quality products with fixed prices. PricePrice is determined by a number of factors.
These include market share, competition, material costs or how the customer sees the value of the product. Businesses can use different pricing strategies for various purposes. Each gives different impacts.According to research has been identified price also affect for the buying behaviours of customers in kurunegala district. Based on the study customers expect quality product for affordable price. If a product has little value in the eyes of the consumer, then it may need to be under-priced to sell. Price may also be affected by distribution plans, value chain costs and mark-ups and how competitors price a rival product. PlacePlace or placement has to do with how the product will be provided to the customer.
Distribution is a key element of placement. The placement strategy will help assess what channel is the most suited to a product. Chain or path or route in the channels may be marketer to consumer (through factory outlet or internet or company owned stores, or mail order business or door to door sales, or multilevel marketing as done by Amway), or marketer to retailer to consumer, or marketer to wholesaler (also referred to as distributors) to retailer to consumer, or agent to wholesaler to retailer to consumer.
The organizations between the marketer and the consumers are known as intermediaries. Each one of them has an important role to play. How a product is accessed by the end user also needs to compliment the rest of the product strategy.
When researchers consider about collected data, customer like t buy their products with in freedom .they want to choose what is most matching one what is the most attracting one.the research based on the handloom sarees when researchers consider about sarees customers take long time to choose best one . They need freedom .That’s why selyn handloom shops situated in outside of the town area. But customers can reach very quickly.Promotion Promotion relates to communicating with customers. It will provide information to assist them in making a decision to buy a product or service.
The cost associated with promotion often represents a sizeable proportion of the overall cost of producing an item. However, successful promotion helps to build long term relationship. With increased sales due to promotion, costs are spread over a larger output. Our study founded their main promotional method is word of mouth. They did not provide TV commercial shows, banners. They provide be better products to the customers. Satisfied customers tell among their members about the selyn product. that’s how they provide their marketplace.
But some people come to the shop form magazine and looking websites. Promotion represents the ways a business informs customers of products and persuades them to buy. Promotional activity needs clear aims and objectives. Using marketing researches like 4ps method how to affect to the handloom sarees buying behaviour, establishes the best market segments at which to aim a campaign.5.3 RecommendationConsumers buying behaviour is the very important concept to the marketers when they introduce product to the market. Establishment of Quality and Tradition in customer’s mind, generating loyalty through long-term customer relationship and high quality service to increase in sale’s volume of Handloom Products are required. They bring superior quality in handloom products the pre and post loom process development should take place.
Innovative and faster weaving processes and techniques to increase efficiency of weavers as well as loom will make handloom more competitive and profitable and also they identify high growth areas, new product categories and potential marketing avenues on continuous basis will direct the handloom sector towards profitable business model by setting up the tailoring units and readymade garment making units in the handloom cluster to produce readymade handloom garments. Finding opportunities to export customized products according to the external market needs. In marketing customer behaviour is foundation. Because launching marketing strategies. It should be identify behaviour of target customer.
The research present importance to marketers who are going to launch handloom sarees in Kurunegala district.According to the research, selyn handloom should do there promotions inside the government organization. Because research founded most of customers are work in the government organization and also Researchers should focused customers age between23-30. They can present advertisement in youngest lady’s magazines. They should improve their customer caring inside the selyn handloom outlet. Because customer expecting more caring.
In Kurunegala district they have only two outlets. These two outlets are situated in outside the town area. If they start new outlet inside the town area they can increase their sales. Selyn handloom products have good quality therefor they sell their products in high prices. According to the research if Researchers reduce their prices and add reasonable price they can increase their sales.
As the researchers final decision is 4Ps method directly affect to the customer buying behaviour in handloom industry.References BIBLIOGRAPHY (n.d.).
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Retrieved from Selyn: http://www.selyn.lkQuestionnaireAge 3533775259715001447800101600018-2231-45353377527940001447800222250023-30Above 46Gender145732527940003552825889000MaleFemale 371475035941000Job5143500165100021621751841500Government works Privet works other Civil states32194509525001143000952500Married Unmarried371475033528000Income level373380030670500184785034099500182880095250030000-5000050000-70000 70000-90000Above 90000How many times wear sarees in a week (………)465772534861500Which price range (saree) you select most of the time2343150952500Rs.4000 – Rs.13000Rs.22000 -Rs.310004676775171450023431501714500Rs.13000 – Rs.22000More than Rs.31000 How you know about selyn2152650889000Word of mouth21526504508500Facebook21431252222500Magazines2143125508000Website2152650698500NewspaperWhat do you like to wear2238375889000100% cotton saree 225742588900050% cotton sareeExpectation for buy selyn sarees2190750698500States 2181225952500Comfortable21812251333500 Design 2190750381000Durability137160047752000What do think about place?2809875330200044291253175000Goodsatisfy dissatisfyWhat do you think about seasonal offers?43624501016000286702595250013811253937000Goodsatisfy dissatisfy