SEWING THREADS BRAND PREFERENCES OF TAILORS IN CUDDALORE DISTRICT

SEWING THREADS BRAND PREFERENCES OF TAILORS IN CUDDALORE DISTRICT Dr. N. Kesavan Assistant Professor and Research Supervisor, Commerce Wing, DDE, Annamalai University, Annamalai Nagar - 608 002 Mr. M. Rajasekar P.h.D., Research Scholar, Department of Commerce, Annamalai University, Annamalai Nagar - 608 002 ABSTRACT This research paper encompassed the sewing threads brand preferences of tailors and brand loyalty has been studied in Cuddalore district. The socioeconomic characteristics and the identified factors are analyzed to arrive the relationship and variances among the tailors opinion towards the brand loyalty by preferring the brand. In connection with chi-square and ANOVA are employed. The results and findings will assist the tailors about the brand preferences and will give implications to the manufacturer of sewing threads and to the general public. Key Words: Sewing threads, Brand Preferences, Brand loyalty, Tailors Perception, Promotional Strategy, Marketing Strategy, Pricing Strategy Introduction Today, the most needed among FMCG items, sewing threads is played a vital role. The human beings are invented and aware of the clothing and manufacturing of cloth plantation and other manufacturing technologies. Before 2000 BC, the human being of Harappa and Mohenjo-Daro known well about the wearing of cloths to hide our organs of the human body as per the civilization growth. The needs of threads of join the cloths under the job of sewing or tailoring. There are many cloth manufacturing companies are functioning in India. But the yarn and thread manufacture is very limited in India. The Companies brands available in the market have been studied to know the perception of the tailors towards their threads performances and cost of the product, life of the yarn and product features. In this regard, www.apjor.com Page 37

the research has an attempt to study the brand preferences by the tailors and marketing practices followed by the companies are involved in manufacturing and marketing the sewing threads. Statement of the Problem The tailors of the district are not opined good opinion on the performance about the sewing threads for the stitching purposes not equal on all the brands available in the study area. It may be common to throughout the World. The researcher has probed tailors perception in this regard. In the present study mainly focused that the need of the stitching threads and its quality, cost, performance, usage features, availability in the market, different colors availability, and other marketing environment. The researcher reviewed many articles related to the subject matter of the study and relevant to the topic. From the reviews the research problem, objectives, hypotheses and research gap have been formulated. The research problem of the study is mainly on the marketing environment in urban/semi-urban and rural areas. Such as promotional strategy of the manufacturer or the marketer of the sewing thread in India is only considered. The marketing mix of the selected brands, marketing strategy, pricing strategy, product features, marketing problem and prospects have been studied. The brands preferences of the respondents of the study have been identified and analyzed in what extent of them have preferred the brand. Among the variables and factors in which of them have mostly influencing the Tailors. The tailors are concern, how they felt about the threads brand preferences and marketing in the study area have been studied. Objectives of the study 1. To analyze the perception of tailors towards product features and brand preferences in the study area. 2. To analyze the influencing factors of the brand preferences of tailors on sewing threads. 3. To suggest the best measures to market sewing threads as per the desires of tailors. 4. To recommend the best suggestion to the manufacturers of the sewing threads. Need for the study In present, civilized life pattern and the economic conditions most of the tailors are not benefited and they are supposed to purchase the threads or yarns even the price is very higher. The readymade garments, they are purchasing the products in a bulk order, and it may be very lesser cost when compared in the local semi urban and rural based intermediaries. But the tailors in rural they may be affected by purchasing the sewing threads. Thus, researcher has desired to study the marketing of threads and its brand preferences of tailors in Cuddalore district. Scope for the study From the previous studies of marketing of yarn and threads and other related aspects of the study have revealed through the articles, Journals, books, websites, other available media, and records of the companies which are selected for the study. The opinion of the respondents of the study have explained and discussed. In such a case, the valuable suggestions have been offered to the benefit of public and the manufacturer. It may be useful to study further on other marketing aspect. www.apjor.com Page 38

Taluk wise No. of tailors in Cuddalore district Sample distributions U R Tot al % of total samples Distribution of the Respondents Stratification of the respondents to be identified (round-off figure) U R U R Tot al Number of samples schedules rejected for various reasons No. of Respondents (round-off figure) % of respondents U R Total U R Total U R 25 28.3 12.0 39. 22. 286 35 286 81 30 111 8 3 11 73 27 100 Cuddalore 1 9 3 0 0 32.3 21 23.8 23.0 31. 35. 278 67 278 66 49 115 7 5 12 59 44 103 Chidambaram 1 7 2 6 8 33.2 12.3 112 76 36 112 8.60 Panruti 7 10 9 19 1 1 2 9 8 17 4.8 6.5 5.5 Kattumannark 12 13.6 24.7 12. 22. 193 72 193 26 30 56 3 3 6 23 27 50 udi 1 9 4 3 0 16.1 13.4 108 69 39 108 7.81 Kurinjipadi 0 8 9 17 1 1 2 7 8 15 3.7 6.5 4.8 Thittakudi 96 71 25 96 8.03 8.59 8 6 14 1 1 2 7 5 12 3.7 4.1 3.9 Virudhachala m 102 85 17 102 9.62 5.84 10 5 15 1 1 2 9 4 13 4.8 3.3 4.2 Total 117 88 29 117 20 13 18 12 10 10 100 100 347 22 15 37 310 5 4 1 5 9 8 7 3 0 0 100 U-Urban/Semi-urban R-Rural Source: MSME, Brief Industrial Profile of the Cuddalore District 2013-14, Ministry of MSME, www.msmedi-chennai.gov.in Tot al www.apjor.com Page 39

Methodology of the Study Total population of the tailors in the study area is 1175 and the stratified Random sampling method has been adopted to analyze the perception of the respondents of the study. The study has cover seven taluks of the district. Summary of Major Findings 1. Majorities (60.3%) of the respondents are identified in urban/semi-urban; 39.7 per cent of them belong to rural. 2. Majorities (79.4%) of the respondents are male; 20.6 per cent of them belong to female 3. Most of the (43.2%) respondents are in the age group of 18-30 years category have been identified highly. 4. Majorities (50.0 %) of the respondents are single; 37.4 percent of them are married; only 12.6 percent of them are married single. 5. Majorities (43.9%) of the respondents are 2 members; 34.2 per cent of them belong to 4 members; and only 21.9 percent of them are 6 and above members 6. Most (36.8%) of the respondents are holding their educational qualification as Schooling. 7. Most (33.2%) of the respondents have under the below 15,000 monthly income group. 8. Most (47.4%) of the respondents are regular tailor; 32.9 per cent of them belong to tailor and garment business; and only 19.7 percent of them are tailor and agriculture. 9. Majorities (50.0%) of the respondents are having motorized sewing machine; 39.7 per cent of them are having manual sewing machine; and only 10.3 percent of them are having both motorized and manual machines. 10. Most (32.9%) of the respondents are having more than 3 sewing machines; 26.8 per cent of them are possessed 2 machines; 22.3 per cent of them are possessed 3 machines; and only 18.1 per cent of them are possessed one machine. 11. Most (29.0%) of the respondents are having Usha sewing machines; 21.6 per cent of them purchased Singer sewing machine; 17.7 percent of them are having Juki machines; 16.8 per cent of them are having Brother sewing machines; 11 per cent of them are having Janome sewing machines; and only 3.9 per cent of them are purchased other machines. 12. Most (26.1%) of the respondents are influenced by the quality of sewing machine 13. Most (29%) of the respondents represented to Usha sewing machines are purchased on the basis of brand loyalty 14. Most (21.0%) of the respondents are aware of Vardhman thread; 10.0 per cent of them aware Tora gold; 6.8 per cent of them are aware of Amesto thread. Therefore in Cuddalore district tailors are highly aware of Vardhman thread generally. 15. Majorities (58.7%) of the respondents are assured that the brand name highly influenced on the decision making process towards purchase of sewing threads; 16. Majorities (51.6%) of the respondents are assured that the sewing thread matches the needs of tailors. 17. Most (28.1%) of the respondents are verified the quality of the thread by its twist directions. 25.5 per cent of them tested by its ply on the machine; 21.9 per cent of them are interested to view the finishing of the thread by without smudges and poplin. 18. Most (22.1%) of the respondents are opined that the identified factors are influenced to makes a thread as good and is highly possible to determine. Among the variables of the influencing factors ply security and elongation of the thread is highly responsible for the property of quality of the thread as per the respondents opinion averagely. 19. The quality of the threads is determined by the tailors through certain criteria of twist direction, ply and finishing of the threads. www.apjor.com Page 40

20. The quality of the threads is highly determined by the ply security and elongation is identified as important criteria to makes a good thread. 21. Sewing with too much of tension and damaged machine parts will not cause the thread breaks because of if the damaged part is identified in the machine, the tailors will immediately repaired the parts. 22. most (37.4%) of the respondents are responded as frequency of purchasing various type of threads is continuous filament threads 23. The frequency of purchasing various sizes of sewing threads is most of the respondents (19.4%) are frequently purchased 300m and 18.1 per cent 150m. 24. Majority (61.3%) of the respondents is aware of common standard thread size; and only 38.7 per cent of them are not aware of common standard thread size. 25. Majorities (57.1%) of the respondents are aware of threads and machine needle matching. 26. 52 per cent of them are agreed the statements of machine and thread application knowledge of the tailors. 27. The actual benefit is accomplished by the retailers of the sewing thread, it can be diversified to the tailors will improve the marketing environment of sewing thread market. 28. Most (22.13%) of the respondents of the study have strongly agreed the statements by the Vardhman brand followed by Tora gold is 9.56 per cent and Amesto is 6.95 per cent. It denotes that most of them are preferred the Vardhman threads in Cuddalore district is identified. 29. Most (20.9%) of the respondents are opined that the variables of the brand loyalty about the sewing thread brands are strongly agreed the statements. Among the variables I would stitch this brand of sewing threads more than any other available brand in the market is highly and strongly agreed than other statements. 30. Vardhman thread and Tora Gold thread are got better brand features such as brand name, moderate price, and better performance, improved quality and attractive designs than other brands identified for the study. Among the brands the Vardhman thread alone have highly influenced on decision making process more to purchase than other brands threads as per the respondents opinion. 31. Majority (50.3%) of the respondents are opined that the variables of the brand loyalty of sewing threads statements are agreed. Among the variables of the I will maintain the inventory of current brand of sewing threads in all colours statement is very highly expressed the respondents brand loyalty. 32. The experience of the tailors with the sewing thread brand has been created the emotional interest to use the brand regularly. Table 1: Chi-square Test Test Statistics Gender Age Marital status Dependents Educational Qualification Monthly Income Tailoring Occupation Chi-Square 13.213 a 136.090 b 67.439 c 22.477 c 24.374 b 27.987 b 35.813 c df 1 3 2 2 3 3 2 Asymp. Sig..000.000.000.000.000.000.000 a. 0 cells (0.0%) have expected frequencies less than 5. The minimum expected cell frequency is 155.0. b. 0 cells (0.0%) have expected frequencies less than 5. The minimum expected cell frequency is 77.5. c. 0 cells (0.0%) have expected frequencies less than 5. The minimum expected cell frequency is 103.3. Source: Primary Data The Table 1 result reveals that the calculated value of demographic variables and brand preferences of sewing threads and Chi-square values are significant at 0.000 levels at its degree of freedoms. So, the stated hypothesis is rejected. Therefore it is concluded that there is relationship between respondents opinion on www.apjor.com Page 41

sewing thread brand preferences and loyalty of tailors in selected taluks in Cuddalore district on the basis of demographic variables of the study. Analysis of Variance (ANOVA) It is also proposed to examine whether the average level of respondents perception relating to sewing thread brand preferences and loyalty of tailors in selected taluks in Cuddalore district differs significantly. For this purpose the ANOVA of one -way classification is carried out and null hypothesis tested is: H0: (in general) There is no significant difference between and among the average level of opinion of sewing thread brand preferences and loyalty of tailors in selected taluks in Cuddalore district. Quality determining factor of a sewing thread Table 2: Analysis of Variance towards Factors of the Study ANOVA Sum of Squares df Mean Square F Sig. Between Groups 7.196 6 1.199 2.962.008 Within Groups 122.704 303.405 Total 129.900 309 Thread breaks causes Between Groups 8.023 6 1.337 3.386.003 Within Groups 119.671 303.395 Total 127.694 309 Machine and thread application knowledge of the tailors Source of awareness about the sewing thread brands Preference for tailors current brand of sewing thread Frequent purchase of the current brand of sewing threads Experience with current brand of sewing thread Description of sewing thread attributes Perception of the brand price Between Groups 11.920 6 1.987 4.414.000 Within Groups 136.389 303.450 Total 148.310 309 Between Groups 11.011 6 1.835 4.432.000 Within Groups 125.457 303.414 Total 136.468 309 Between Groups 7.879 6 1.313 3.232.004 Within Groups 123.105 303.406 Total 130.984 309 Between Groups 9.709 6 1.618 3.934.001 Within Groups 124.626 303.411 Total 134.335 309 Between Groups 11.253 6 1.876 4.768.000 Within Groups 119.185 303.393 Total 130.439 309 Between Groups 12.661 6 2.110 6.485.000 Within Groups 98.594 303.325 Total 111.255 309 Between Groups 7.730 6 1.288 3.561.002 Within Groups 109.637 303.362 Total 117.368 309 Brand switchover Between Groups 7.029 6 1.171 3.904.001 Within Groups 90.910 303.300 Total 97.939 309 Brand preferences and loyalty Between Groups 14.704 6 2.451 7.935.000 Within Groups 93.583 303.309 Total 108.287 309 Source: Primary Data From the Table 2, the result has been summarized as per the hypotheses framed for the study. The significance of the ten parameters of the study to evaluate at 1 per cent and 5 per cent level and the respondent opinion on sewing thread brand preferences and loyalty of tailors in selected taluks in Cuddalore district www.apjor.com Page 42

identified for the study. The result is, there is significant difference between and among the average level of opinion of sewing thread brand preferences and loyalty of tailors in selected taluks in Cuddalore district. Suggestions The following important suggestions are as under The tailors should keep the knowledge in a required level to operate the machines with smooth conditions. The manufacturers of the sewing thread should advertise their sewing thread in media it will increase the sales and the tailors can aware more. The tailors can know the familiarity of Vardhman thread in all features. It is alone has highly influenced on decision making process more to purchase than other brands threads as per the respondents opinion. But its matching needs is lower than the requirement. Thus, the Vardhman and Tora Gold have more preferences than other brands of the sewing threads as per the study. The manufacturers of the sewing thread should improve their threads quality and reduce the price; it will enhance the brand loyalty. The manufacturers of the sewing thread should motivate the tailors and they can give incentives to tailors for their regular purchase and they can also collect information from the tailors for any suggestions for the improvement of the quality. The manufacturers of the sewing thread should concentrate on product descriptions that are very clear in nature. The pricing strategy of the sewing thread is in wrong side even in higher perfect competition. Hence, the manufacturers of the sewing thread should consider the price to reduce at present conditions. The brand switchovers are not possible by means of brand loyalty; despite the friends of the tailors may influence to brand switchovers is possible. Hence, the manufacturers of the sewing thread should sustain the brand image in a high level forever. Conclusion From the above findings and suggestions researcher has concluded on the basis of the respondents perception towards the brand preferences and the brand loyalty with the sewing threads available in the urban and rural area of Cuddalore district is moderately well to certain brands of threads only such as Vardhman thread and Tora Gold thread. The brand preferences and loyalty is made out of influenced by friends recommendations, pricing strategy, clear product descriptions, incentives to tailors, threads quality, matching needs, and media advertisement. References 1. Abrams, D. B., Orleans, C. T., Niaura, R. S., Goldstein, M. G., Prochaska, J. O., & Velicer, W. F. (1996). Integrating individual and public health perspectives for treatment of tobacco dependence under managed health care: A combined step care and matching model. Annals of Behavioral Medicine, 18, 290 304. 2. Boyle, J. M. and Harmer, T. J. (1992) A practical functional program for the CRAY X-MP. Journal of Functional Programming, 2(1), 81 126. 3. Ginsberg M. and L. Quinn. Process tailoring and the software capability maturity model. Technical Report CMU/SEI-94-TR-024, Software Engineering Institute, Pittsburgh, PA, Nov. 1995. 4. JOHNSGARD, T., ALBERT, U. and ALLEN, C. 1996, User customization of a word processor. In Proceedings of CHI `96, 13 ± 18 April (NewYork: ACM Press), 340 ± 346. www.apjor.com Page 43

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