A

Project Report

On
CONSUMER BUYING BEHAVIOUR

With reference to

“SALUNKHE GARMENT NIPPANI’’

SUBMITTED IN THE PARTIAL FULFILLMENT OF THE REQUIREMENT OF BACHELOR OF

BUSINESS ADMINISTRATION (BBA), RANI CHANNAMMA UNIVERSITY, BELAGAVI.

RANI CHANNAMMA UNIVERSITY, BELAGAVI

Submitted By,

PRASENJEET D SHITOLE

Reg.No B1913224

College code: 4289

Internal guide External guide

Prof. N M SOUDAGAR Mr. VINOD SALUNKHE

V.S.M.COLLEGE OF BUSSINESS ADMINISTRATION

NIPANI
RANI CHANNAMMA UNIVERSITY BELAGAVI
2022-2023
 VidyaSamvardhakMandal’s
COLLEGE OF BACHELOR OF BUSINESS
ADMINISTRATION & COMPUTER APPLICATION

NIPANI

Certificate
This is to certify that Mr. PRASENJEET D SHITOLE has satisfactorily completed In-
plant Training at “SALUNKHE GARMENT NIPPANI., in partial fulfillment of the
requirement for the award of Bachelor’s Degree by Rani Channamma University,
Belagavi for the year 2022-2023
 Certificate
This is that the Project Report titled “CONSUMER BUYING BEHAVIOUR ” has been carried out
by Mr PRASENJEET D SHITOLE in our organization. SALUNKHE GARMENT NIPPANI
from 24-04-2022 TO 24-05-2022 periods under the guidance. The project is an original and bonafide
work carried out Mr PRASENJEET D SHITOLE, a BBA 6th semester student of VSM’S BBA
& BCA College Nipani.

Place : NIPPANI

Date :

Mr. VINOD SALUNKHE

External Guide
 Certificate
This is that the Project Report titled “CONSUMER BUYING BEHAVIOUR WITH REFERENCE
TO SALUNKHE GARMENT NIPPANI” has been carried out by Mr. PRASENJEET D
SHITOLE in our organization SALUNKHE GARMENT NIPPANI. from 24-04-2022 TO 24-05-
2022 periods under the guidance. The project is an original and bonafide work carried out by Mr.
PRASENJEET D SHITOLE, a BBA 6th semester student of VSM’S BBA & BCA College
Nippani.

Place : Nippani

Date :

Prof. N.M. SOUDAGAR

Internal Guide
 DECLARATION

I, Mr. PRASENJEET D SHITOLE Student of 6TH semester, studying in VSM’s college of

Business Administration & Computer Application, Nippani. Hereby declare that the project entitled
“CONSUMER BUYING BEHAVIOUR WITH REFERENCE TO SALUNKHE GARMENT
NIPPANI, is an original work prepared by me under the guidance of Mr. N M SOUDAGAR and
internal guide. This project is submitted to Rani Channamma University, Belagavi. And Also
Salunkhe Garment Nippani.

Mr. PRASENJEET D SHITOLE

 ACKNOWLEDGEMENT

At the very onset, I would like to take this opportunity to express my sincere thanks to the management
of the SALUNKHE GARMENT NIPPANI, for their kind permission to undertake project in their
organization.

I am very greatfull to MR. VINOD SALUNKHE and the respected staff without whose support this
project wouldn’t have been completed.

I am also sincerely thankful to all the employees of Spinning Mills For their co-operation at all stages
of this study, especially for taking time out of their busy schedule to fill up the questionnaire.

I feel the experience and the knowledge received from here would help me throughout my life.

Last but not the least I would like to express my hearty thanks to our respected Prof.
N.M.SOUDAGAR and our principal Dr. S. B. Patil for their kind co-operation.

Mr. PRASENJEET D SHITOLE

 1st week

Days Date Work Studies

Monday 25-04-2022 Got the permission from college

Tuesday 26-04-2022 Visit to the companies

Wednesday 27-04-2022 Visit to the companies

Thursday 28-04-2022 Got permission from the company

Friday 29-04-2022 I make survey

Saturday 30-04-2022 I make survey

Sunday 01-05-2022 Holiday

 2nd week

Days Date Work Studies

Monday 02-05-2022 Introduction

Tuesday 03-05-2022 Need of study

Wednesday 04-05-2022 statement of problem

Thursday 05-05-2022 Objective of study

Friday 06-05-2022 limitation of study

Saturday 07-05-2022 Weekly report to college

Sunday 08-05-2022 Holiday

 3rd week

Days Date Work Studies

Monday 09-5-2022 Consumer awareness enrichment tips

Tuesday 10-5-2022 Product profile

Wednesday 11-5-2022 organizational Structure

Thursday 12-5-2022 Board of directors

Friday 13-5-2022 sales & service department

Saturday 14-5-2022 Weekly report to college

Sunday 15-5-2022 Holiday

 4th week

Days Date Work Studies

Monday 16-5-2022 Research process

Tuesday 17-5-2022 sampling methods

Wednesday 18-5-2022 Attribution for service or success failure

Thursday 19-5-2022 Ten rules for great customer service

Friday 20-5-2022 types of research & data collection method

Saturday 21-5-2022 Weekly report to college

Sunday 22-5-2022 Holiday

 5th week

Days Date Work Studies

Monday 23-5-2022 Data analysis and Interpretation

Tuesday 24-5-2022 Findings and Suggestion

 TABLE OF CONTENTS

Sr.no Particular Page

01 INTODUCTION TO THE TOPIC 01-21

02 METHODOLOGY 22-26

03 ANALYSIS & FINDINGS 27-52

04 CONCLUSION 53-54

05 SUGGESTION/RECOMMANDATION 55-57

06 LIMITATIONS OF STADY 58-59

 EXECUTIVE SUMMARY

In the present business environment it is very difficult for any business to survive. For survival
every business unit has to differentiate it from others and to give certain benefits to its
consumers keep doing business in long run.

Discounts is seen as promotional tool by many businesses. By giving huge discount to

customer, retailers want to maintain long term relationship with them.

In today's fast and developing world every person wants to try to manage their speed. Every
individual has wish to complete their work with high efficiency and beyond the certain time
limits. People use many source to maintain their speed according to this era apparel is one of
them. This project is directly relate it.

The objective of my survey was to study Consumer Buying Behaviour with reference to
Salunkhe Garment Nippani. In this survey I have used personal survey method.

The sample size of the research kept in mind seeing the size of Nippani city, and it is 50 people
for survey. And for survey I used Primary research method. After doing survey, I have done
the analysis and finding of a particular survey.
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Introduction :
Consumer behaviour is a term frequently used in marketing. It is a measure of
how products and services by a company meet or surpass customer expectation.
Customer satisfaction is defined as the number of consumers, or percentages of
total consumers, whose reported experience with a firm, its products, or its
services or its ratings exceeds specified satisfaction goals.
The goal of every company should be to make its consumers satisfied. Satisfied
consumer will come again and might stay as consumers for a longer period. It
is important for the company to care and appreciate the consumers. If the
company can make the consumer satisfied the consumer will come back again
and the consumers might tell some of their friends about the good service they
got. consumer satisfaction is the overall impression of consumer about the
supplier and the products and services delivered by the supplier. The factors
affecting consumer satisfaction includes department wise capability supplier,
technological aspects and various other factors.
The factors could be widely classified under two categories i.e., supplier's
behaviour and performance of product and services. The supplier's behaviour
mostly depends on the behaviour of its senior subordinates, managers and
internal employees. All the functional activities like customer response, direct
product and maintenance services, complaint management etc. are the factors
that rely on show skilful and trained the internal and human resources of the
supplier. The second category is regarding all the products and services. This
depends on the capability of supplier to how to nurture the products and services
efficiently and how skilled the employees are. It's all about how the skills are
implemented to demonstrate engineering, re-engineering and technological
aspects of the products and services. The quality and effectiveness of the
products is also an important factor that enables compatible and hassle-free
functions and operations. This bear to lower maintenance and higher life of the
product, which is highly admired by the consumers. The steps to increase
consumer satisfaction includes justifying the sale with social proof, surprise

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customers with a bonus and offering free product training and support. One of
the basic necessities of human being is apparel. This basic necessity to cover
the body has leaped to fashion and lifestyles with growing advancement in
human civilization. The growing demand of apparel for clothing as well as
fashion consciousness among various socio-economic background of
population around the world and in India is is linked with the success of the
apparel retailing sector. “Apparel is a highly symbolic product category due to
its high visibility. The Apparel Industry reflects people’s lifestyles and shows
their social and economic status” (Bhanot S, 2013).
The apparel retail industry consists of the sale of all men’s wear, women’s wear
and children’s wear. The men’s and women’s wear market includes men's active
wear, casual wear, essentials, formal wear, formal wear-occasion and outer
wear. The children’s wear market includes baby clothing, boy’s active wear,
boy’s casual wear, boy’s essentials, boy’s formal wear, boy’s formal wear-
occasion, boy’s outerwear, girl’s active wear, girl’s casual wear, girl’s
essentials, girl’s formal wear-occasion, girl’s outer wear and toddler clothing
(Chandra, P., 1998).

Global Garment Market

The global garment market is estimated at US$ 1,280 billion in 2020. EU-27,
China and USA are the three largest global markets with a share of 17%, 14%
and 13%, respectively.
Region Value In US$ bn. Share
EU-27 219 17%
China 173 14%

United States 171 13%

Japan 83 6%
India 55 4%
Brazil 34 3%

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Canada 27 2%

Row 517 40%

World 1,280

Indian Garment Market

India is among a few countries that has a large domestic demand as well as
competitive in exports. Presence of strong raw material base in terms of cotton
and polyester fibres and large fabric manufacturing capacities in the country
have given a thrust to the garment sector.

Domestic Market Size

India’s domestic garment market was estimated to be US$ 68 billion in 2019
which has grown at an annual growth rate of 9% in last 5-years.

The global garment trade stood at US$ 482 billion in 2019, with China as the
largest exporter. India is the 6th largest exporter of garment in the world.

Country Exports in US$ bn. Shares

China 150 31%
Bangladesh 41 8%
Vietnam 34 7%
Germany 24 5%
Italy 24 5%
India 16 3%
Turkey 16 3%
Spain 14 3%
France 12 2%
USA 5 1%
Row 146 30%
Total 482

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Retailing and retail sector in India:

Retailing has been one of the oldest trade practices in India. Traditional retailing
practices include weekly fairs, kirana shops etc. fair price shops of public
distribution system is a large retail network managed and controlled by the
government. The onset of the twenty first century saw tremendous growth in
organized and modern retail outlets. There have been many different formats
that have come up in Indian retail scenario. These formats include 3 department
stores, hypermarkets, supermarkets, discount stores, boutiques etc. specialty
stores is another format that has become popular. There are specialty stores for
electronic and white goods, jewelry, footwear, and apparel (Prasad, 2014).

The Indian retail industry has been growing in a steady pace with a strong
CAGR of 18 percent over 2013-17. Retail, being an industry highly dependent
on sales, requires high standards of soft skills and communication skills to
ensure client satisfaction (NSDC, nd).
The retailers market can be segmented on the basis of various retail formats to
concentrate on the needs of particular consumer groups. This trend will define
tomorrow’s businesses in a way that will fundamentally change the apparel
business. Successful apparel business will concentrate more on good service
and great merchandising in addition to generating large number of footfalls
(Burke, Raymond R., 2005).

APPAREL RETAIL SECTOR IN INDIA:

Apparels have the largest share of organised retail in India. The seeds of today’s
modern apparel retail industry were sown in the 1990s during the process of
economic liberalisation, when a new breed of modern retailers like Shoppers
Stop, Pantaloons, Trent and Lifestyle opened stores in different parts of the
country. This period also saw the development of India’s first shopping malls.
Starting with Crossroads in Mumbai and Ansal Plaza in Delhi in 1999, the

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arrival of this new retail environment transformed the experience for consumers
and created a new platform for the growth of modern retailers. In today’s
scenario Indian apparel retailers are competing increasingly against other
organised players as well as the unorganised sector (Sharma Deepak, et al.,
2013).

There is a growing need to evaluate the drivers of shopping behavior in the

Indian context (Sinha and Banarjee, 2004). The apparel shops with a high level
of personalized service, is making shoppers reluctant to depart from traditional
ways of shopping. The knowledge of consumer shopping behavior is an
essential input to the development of an effective marketing strategy, which is
required for the effectiveness, and success of any business. Past research and
theories in consumer behaviour compared to the theoretical and empirical work
on brand choice behavior, store patronage behavior as a distinct field of
investigation has received only scant attention (Darden and Howell, 1987) and
further suggested that consumers are using shopping strategies rather than brand
strategies in solving many consumption problems.

Apparel retailers have taken lead in the retail revolution. Apparel and fashion
products are way different from other products. These products are
characterized by short life cycles and high product turnover. The consumer
buying behavior of apparel and fashion products is also different (Prasad, 2014).
The Indian apparel retail is the fastest growing sector among other sectors of
Indian market and is expected to sustain its growth in the coming years.
According to the Indian Apparel Market Current Status and Future Outlook
Report presented in the Indian Textile Summit, 2012, organized retail in India
is estimated to grow five times to 150 bn by 2020. Also, among various
segments in retail industry, the apparel dominated Indian organized retail, with
35 percent share (Sahni H, 2012).

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Need of Study :
In this competitive era we are using so many different types of apparel even
though we are not satisfied with the particular garments, so we choose the
appropriate apparel that is all types of cloths is suitable for all the level of people
like all types of men’s wear, women wear and kids wear etc. because it gives,
more comfortable and it has good looking apparel. For that matter only we are
studying about this particular topic.

Statement of problem :
Consumers' buying behavior has drawn a considerable attention of the earlier
researchers. Its impact on designing marketing strategies also became the part
of a sizeable number of studies. Recurrent change in lifestyle also dictates a
continuous variability in the fashion preference of consumers giving organized
retailers a wide scope of opportunity to appear with newer fashion apparels.
Various factors like increasing family income, changing lifestyle, development
of Information technology, working women have led to the changing consumer
behaviour.

Today's consumer markets are too competitive for maximizing the profit and
widening the market share. The companies use various efforts for attaining their
objectives. Most of the companies try to convert potential consumers into a
regular consumer. For this, they try to provide maximum benefits and
convenience to the consumers through the excellent utilization of resources,
these studies have been conducted to find consumer buying behaviour towards
Salunkhe Garments Nippani.

Objective of Study :
 To analyse the buying behaviour of consumers.
 To study the present markets situation of Salunkhe Garments apparel.
 To analyse the general problems of consumers of Salunkhe Garments
apparel

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Limitation:

 Since the project duration was limited to one months an elaborate

study was not possible.
 Study was limited in Nippani City.
 The sample size was limited to 50 in Nippani City.
 During the survey most of the respondents contacted had newly
purchased the apparel thus they could not respond accurately .

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COMPANY PROFILE:

The Indian textile and apparel industry is the largest foreign exchange
earner for the country. It is also the second largest employment provider after
agriculture and plays a key role in the development of the economy. The fashion
industry is the fastest growing industry in the world. From the last few decades,
the fashion industry in India has been experiencing an explosion due to
considerable dynamic nature which increases fashion consciousness among
consumers. Everyone has a separate and elegant fashion sense which is mainly
related to the apparels throughout the world. Apparels define the personality,
education, behaviour and the way of thinking of the people. It is substantial to
note that Indian fashion consumers will set the global fashion trends in the
coming era. Currently, all international brands are found in India. Indian fashion

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industry has progressed from emerging stage to successful blooming industry

today. Indian apparel sales are expected to reach an estimated $25 billion this
year, having grown in excess of 10% over the past 5 years. In India, apparel is
the second largest retail category (behind food and groceries), representing
approximately 10% of the total market.
There are numerous fashion designers of India which have distended into
famous brands not only in the country but in the world which has given more
improvement to the Indian fashion industry. Consumers’ attitude is changing
with the present scenario, as the hoisting of tailoring costs and comparatively
less charges of branded outfits; they are increasingly being attracted towards
ready-mades. Ready-mades of specific brands have become not only a status
symbol; these have brought a latest style in offices as much as in social circles.
According to Fashion Design Council of India (FDCI), that apparels created by
Indian designers are going to play a major role in the growth of the apparel
industry in the next few years. These changes will have far-reaching
implications for designers, manufacturers, and retailers targeting the Indian
apparel market. The growth rate of the fashion market as per consumers’ 10
attitude for branded apparels in future that would increase drastically by more
than 10-15% as compare to past in just 10 years.

Traditionally, Indians preferred dresses stitched by local tailors catered

exclusively to local demand. The growing awareness of brands since 1980s and
the convenience offered by ready-to-wear garments were largely responsible for
the development of the branded apparel industry in India. Other factors affecting
to its growth are considered as better purchasing power in the hands, access to
fashion trends outside the country, and the superior quality of fabrics available
in the fashion market. 1990s witnessed a drastic change in the overall economic
environment of the country which is described liberal trade and new investment
policies. It was seen the effects of such liberalized polices in the clothing
industry also. After liberalization of Indian economy, there emerged more than

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100 leading brands that jostled for consumer mind space. The growth of the
Indian and global fashion designers has encouraged the branded apparel market
additionally. Formerly, readymade market was restricted to some limited extant
only like, baby dresses and shirts, but currently, it has extended to all kinds of
outfits and fashion clothing for men and women also.
About the company:
Salunkhe Garments Factory incorporated on 2016. It is classified as
Non-govt Company and is registered at Registrar of Companies, Nippani. Its
authorized share capital is Rs. 20000000 and its paid up capital is Rs. 90,00,000.
.It is involved in production, processing and preservation of cloth products.

Salunkhe Garments Factory:

Email address;
Current status of Salunkhe Garments Factory is – Active
Registration date:
Address : 2391, NH Service Rd, Andolan Nagar, Nipani, Karnataka 591237
Contact No: 7090327111
Website: www.salunkhegaments.com
www.indiasthan.com
Email I’d:
City: Nipani
State: Karnataka
Country: India
Company Logo:
Salunkhe Garments:

SGF

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Owner Mr. Vinod B Salunkhe

Stitiching machine 50

Special machine 10

Total worker 80

About the Salunkhe Garments:

India’s largest and fastest growing branded apparel companies and a premium
lifestyle player in the retail sector. After consolidating its market leadership with
its own brands, it introduced premier international labels, enabling Indian
consumers to buy the most prestigious global fashion wear and accessories
within the country. The company’s brand portfolio includes product lines that
range from affordable and mass-market to luxurious, high-end style and cater
to every age group, from children and youth to men and women.

Distribution:
The SGF milk and processing products are mainly transfer to local area
in Belagavi and it distribute into different region of India like goa, sindhudurg,
pune, belagavi, dharwad, ichalkaranji.
No. of dealers connected to the ( in Belagavi)
Dilicia

No. of milk distribution vehicles 06

No. of ruts 04

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No. of Dilicia shops 09

TABLE SHOWING EMPLOYEES IN SGF:

Designation Employees in no.

Managing director 2

HR manager 1

Area sales manager 3

Department officer 4

Purchase officer 1

store manager 1

store assistance 2

Drivers 08

Cleaners 09

Helpers 12

Swappers 05

Total 48

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SWOT ANALYSIS:

STRENGHT

OPPORTUNITIES SWOT THREATS

WEAKNESS

STRENGHT:

 Government bank giving more attention installation loan improvement.

 Less use of chemical.
 Ever time more demand.
 Minimum response time due to good team work.
 Focus on consumer delight besides consumer buying behaviour.
 Latest hi–tech core concept of production and quality.
 Good procurement and enslaved of row materials.
 Insulated delivery vehicles
 Multiple products were produced in a single plant.
 Testing analysis facilities.
 Supportive staff and team work.

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WEAKNESS:

 More than 50% of the targeted customer/consumer are youths.

 High dependent on the transportation.
 Old methods and techniques are in use.
 Cost for maintaining standered is more.

OPPORTUNITIES:

 Increasing demand for the apprel products in SGF

 Developed the processing facilities for the way protein.
 Increase the production capacity.
 To improve the export of products which has a high demands from other
state like Gujarat, Kerala, Madhya Pradesh, Andhra Pradesh, Goa etc
 Expansion of retail market and improve sale and increase profitability.

THREATS:

 Competition from the other brands.

 Day to day increase in cloths production and minimum requirement
which will incur major loss to the SGF.
 Lack of trainer for the interns which have negative impact on the
organization and unbalanced environmental taxes are been charged for
the production and discharge of waste.
 Price fluctuation in the market which affects the cloths procurement.

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PRODUCT PROFILE:
 Salunkhe Garments manufactures very comfortable cotton and linen half
and full sleeve shirts in solids of beautiful prints patterns like checks and
stripes. They come in attractive colour combinations of white and
yellow, blue, pink, green and the list goes on.
 Salunkhe Garments T-shirts are available in half or full sleeves in
vibrant colours like orange, black, blue etc. The t-shirts are made of pure
cotton.
 Salunkhe Garments Trousers are pure cotton varieties which have flat or
pleated fronts. Allen SGF is considered to be the brand that breaks all
rules and conventions of men's wear.

Shirt

Salunkhe Garments boasts of the best brands when it comes to shirts. Shopping
for a shirt for that special day-be it the first day of work a new job, a wedding
or just any other day -come to Salunkhe Garments and enjoy unparalleled
choice.

SGF full cotton collar

neck men shirts Rs.
400

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SGF full cotton collar

neck men slim fit
shirts Rs. 350

SGF full cotton collar

neck men slim fit
formal shirts Rs. 470

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SGF full collar neck

men party shirts Rs.
550

collar neck men

shirts combo Rs. 740

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collar neck men shirts

combo in 5 different
colors Rs. 1350

Trousers
A good pair of trousers is considered the basis of great style. At Salunkhe
Garments, finding the perfect pair of trousers is a breeze, considering the wide
variety of brands available: trousers for every size and budget.

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Suits
At Salunkhe Garments, we have suits that fit every occasion, be it corporate
meetings or formal occasions. We have suits that lend a touch of cases and
elegance, making every occasion truly special.

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Organisation structure

Owner

SERVICE ADM HUMANRES MARKETI FINANCE

OURCE NG

INSURAN HRM FIELD CHARTED

WORKSH
PERSON ACCOUNTANT
OP CE

BILLING SALES COMPANY

SECRETARY
ACCIEDENT MAN
DEPT

TECHNICAL

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Sales and Service Department :

Senior vice
president

Vice president

Sales head

Area Mgr Area Mgr

Territory Mgr Territory Mgr

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CHAPTER 2
METHODLOGY

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RESEARCH DESIGN:
A research design is a framework or blue print for conducting the research
project. It details the procedure necessary for obtaining the information needed
to structure and solve research problem. A research design lays the foundation
for conducting the project. The cross-sectional descriptive research design is
used for conducting this research work because this design enables the
researcher to study the problem at given point of time of the population of
interest. To identify the problem, to develop and approach the problem and to
formulate an appropriate research design, primary research is used. Several
people who were visited the showroom of RENUKA MOTORS were identified
and primary data were collected from respondents using structured
questionnaire. Firstly pilot study will be done and its output will be used for the
formulation of questionnaire especially for item construction for the scale to
measure the satisfaction level. A structured questionnaire will be designed for
quantitative research and will be pre-tested before using as a final instrument
for collecting the data.

Types of research :
 Exploratory research
 Descriptive research
 Casual research
 Predictive research

 Exploratory research :

Exploratory research gives valuable insight, generate ideas and hypotheses

rather than majoring and testing them. According to chisnall, “Exploratory is
concerned with identifying the real nature of research problem and perhaps of
formulating a relevant hypotheses for various test.” Crimp stated that the
researcher undertakes exploratory research is order to generate and adequate
basis for designing research and it includes searching for data that all already
available within the company and from external sources, consulting experts,
conducting observational studies, getting feed back from market place and
surveys.

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 Descriptive research :

Descriptive research is concerned with majoring and estimating the frequencies

with which things occur or the degree of correlation or association between
various variable. it has been seen that market research reports are often
descriptive and they major market size, market structure, and the behaviour and
attitudes of consumer in the market place. In general, as the data obtained by
descriptive research is put to various statistical analysis, it is vary necessary to
make a list of the variable to be investigated and how these variables will be
majored.

 Casual research :

Casual research is basically concerned with establishing cause and effect

relationship and attempt to explain why things happen. For example, to what
extent the price elasticity of demand or the degree to reach advertising
campaigns have affected the sales may be explained by casual research.

 Predictive research :

The main purpose of predictive research is to arrive at a forecast or prediction

or some measurement to the researcher. The ultimate target may be the future
sales level of the firm. Other goals of predictive research may involve in
industry sales level, projection of growth or defining of firms product line and
the use of a test market to predict the likely success of anew product.

 Data collection method :

To collect information for the study from customers, primary research is used.
Secondary data has been collected from library of VSM college, internet etc.
Structured questionnaire was used for collecting the primary data. The response
were recorded and measured by using nominal scale and linkert scale. The data
collected thus was quantitative in nature. The questionnaire was pre- tested
before final use.
Data collection is the process of gathering and measuring information on
variables of interest, in an established systematic fashion that enables one to
answer stated research questions and evaluate outcomes. The data collection
component of research is common to all fields of study including physical and

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social sciences, humanities, business, etc. While methods vary by discipline, the
emphasis on ensuring accurate and honest collection remains the same.
The data collection also the respondents refuse to cooperate do not provide any
information and sometimes provide wrong information. A survey method is the
fact that the individual of the interviewer or questionnaire of way of makes a
big difference in from interviewers.

Types of data :
A research project may depend upon two types of data.
1. Primary data
2. Secondary data

1. Primary Data
Primary data are those data which are collected directly by the researchers
themselves. But, the process of collecting primary data is more complicated the
primary data is collected by using primary methods such as questionnaires,
interviews, observations, etc. For this study questionnaires are used to collect
primary data from the customers.

2. Secondary Data
Secondary data mainly include past records or reports of any organization. Any
article or report published in newspapers, books etc. the data can be collected at
less cost of time and money.
Sampling Method :
Their are few types of sample are as follows :-
 Simple random sample
 Stratified random sample
 Area sample
 Quota or convenience sample

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Quota or convenience sample :

The sampling procedure used will be Quota or convenience
sampling. Samples have been taken into consideration on the basis of criteria
which includes that respondent should be a customers are satisfied with the after
sales services provided by the company.

Number of sample :
In my research work, I have taken 50 respondents as a sample.

Sample population:
All the consumers who will purchase the apparel from Salunkhe Garments
Nippani.

Data analysis tools: Data analysed with the help of MS-Excel.

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CHAPTER 3
ANALYSIS AND FINDINGS

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1. The gender-wise classification of the respondents?

OPTIONS CRITERIA NO OF PERCENTAGE

RESPONDENT OF
RESPONDENT
A Male 38 76
B Female 12 24
Total 50 100

ANALYSIS:

76

24

Male Female

INTERPRETATION:
The above table show that 76% of the respondents are male and the rest 24%
are female.

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2. The age-wise classification of the respondents?

OPTIONS CRITERIA NO OF PERCENTAGE

RESPONDENT OF
RESPONDENT
A Below 20 10 20
B 20-22 36 72
C Above22 04 08
Total 50 100

72

20

Below 20 20-22 Above22

INTERPRETATION:

The above table show that 20% of the respondents belong to the age category
of ‘below 20’. The rest of the respondents 72% and 8% belong to the age
category of ’20-22’ and ‘above 22’ respectively.

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3. The family income level-wise classification of the Respondents?

OPTIONS CRITERIA NO OF PERCENTAGE

RESPONDENT OF
RESPONDENT
A Below 20000 17 34
B 20000-40000 19 38
C 40000-60000 06 12
D Above 60000 08 16
Total 50 100

16%
34%
12% A Below 20000
B 20000-40000
C 40000-60000
38% D Above 60000

INTERPRETATION:
Above table explain that 34% of the respondents have their monthly family
income below 20000, 38% of the respondents have their monthly family income
between Rs.20000-40000, 12% of the respondents have monthly family income
Rs.40000-60000 and 16% of the respondents have monthly family income
above Rs.60000.

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4. The respondent is an earning member?

OPTIONS CRITERIA NO OF PERCENTAGE

RESPONDENT OF
RESPONDENT
A Yes 31 62
B No 19 38
Total 50 100

62

38

Yes No
A B

INTERPRETATION:
From the above table 62% of the respondents are earning member and 38% of
the respondents are not an earning member.

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5. This table showing the respondent is using the brand Salunkhe apparel?

OPTIONS CRITERIA NO OF PERCENTAGE

RESPONDENT OF
RESPONDENT
A Yes 50 100
B No 00 00
Total 50 100

0%

A Yes
B No
100%

INTERPRETATION:
From the above table it is clear that 100% of the respondents are
using the brand salunkhe apparel.

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6. This table showing the respondent's family/friends using Salunkhe

apparel?

OPTIONS CRITERIA NO OF PERCENTAGE

RESPONDENT OF
RESPONDENT
A Yes 23 46
B No 19 38
C May be 08 16
Total 50 100

46

38

16

Yes No May be
A B C

INTERPRETATION:
From the above table and 46% of the respondent’s family/friends use Salunkhe
apparel, 38% of respondents don’t use and 16% of respondent’s family/friends
are maybe use Salunkhe apparel.

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7. This table showing how long is the respondent using Salunkhe apparel?

OPTIONS CRITERIA NO OF PERCENTAGE

RESPONDENT OF
RESPONDENT
A Below 6 months 19 38
B 1 year 17 34
C 2 years 08 16
D 3 years 06 12
Total 50 100

38
34

16
12

Below 6 months 1 year 2 years 3 years

A B C D

INTERPRETATION:
It is understood from the above table and figure 38% of the respondents have
been using the salunkhe apparel for less than 6 months. 34% of the respondents
have been using the salunkhe apparel for 1 year. 16% of the respondents have
been using the salunkhe apparel for 2 years. The rest 12% have been using the
salunkhe apparel for 3 years.

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8. This table showing how many pairs of salunkhe apparel do the

respondent has?

OPTIONS CRITERIA NO OF PERCENTAGE

RESPONDENT OF
RESPONDENT
A 1 30 60
B 2 10 20
C 3 5 10
D More than 3 5 10
Total 50 100

1 2 3 More than 3

INTERPRETATION:
The table above states 60% the respondents have 1 pair of salunkhe apparel.20%
of the respondents has 2 pair of salunkhe apparel.10% of each 3 and more than
3 pairs of salunkhe apparel.

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9. This table Showing which model of salunkhe apparel do the respondent

own?

OPTIONS CRITERIA NO OF PERCENTAGE

RESPONDENT OF
RESPONDENT
A Shirts 35 70
B Trousers 10 20
C T-shirs 00 00
D other 05 10
Total 50 100

D other
C T-shirs10%
0%
B Trousers
20%

A Shirts
70%

INTERPRETATION:
In this table 70% of the respondents using shirts. 20% of the respondents using
trousers and 10% of the respondents using other salunkhe apparel.

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10. This table showing how the respondents came to know about salunkhe
apparel?

OPTIONS CRITERIA NO OF PERCENTAGE

RESPONDENT OF
RESPONDENT
A Family 06 12
B Friends 36 72
C Printed ads 03 06
D Visual ads 05 10
Total 50 100

72

12 10
6

Family Friends Printed ads Visual ads

A B C D

INTERPRETATION:
This table and figure show that 12% of respondents by their family members,
72% of respondents by their friends, 6% by printed ads and 10% by visual ads
to know about salunkhe apparel.

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11. This table showing the respondents get status in the society by using
salunkhe apparel?

OPTIONS CRITERIA NO OF PERCENTAGE

RESPONDENT OF
RESPONDENT
A Yes 14 28
B No 17 34
C May be 19 38
Total 50 100

28%
38%
A Yes
B No
C May be
34%

INTERPRETATION:
This table and figure show that 28% of the respondents has a status in society
by using salunkhe apparel and 34% of the respondents has not a status in
society.38% Has responded maybe.

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12. This table showing the awareness of respondents about the salunkhe
apparel?

OPTIONS CRITERIA NO OF PERCENTAGE

RESPONDENT OF
RESPONDENT
A Yes 45 90
B No 05 10
Total 50 100

10%

A Yes
B No
90%

INTERPRETATION:
This table shows that almost all the respondents are aware of the salunkhe
apparel. The above table and figure explain that 90% of respondents say yes and
10% say no.

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13. This table showing navigation through a website easy or not?

OPTIONS CRITERIA NO OF PERCENTAGE

RESPONDENT OF
RESPONDENT
A Yes 40 80
B No 10 20
Total 50 100

80

70

60

50

40

30

20

10

0
YES NO
A B

INTERPRETATION:
The above table explains that 80% of respondents say that the navigation
through the website is easy and the rest 20% say it is not easy to navigate.

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14. This table showing the respondent satisfied with the information
provided on the website?

OPTIONS CRITERIA NO OF PERCENTAGE

RESPONDENT OF
RESPONDENT
A Yes 35 70
B No 15 30
Total 50 100

B No
30%

A Yes
70%

INTERPRETATION:
From the above table and figure, we can understand that 70% of the respondents
are satisfied with the information provided on the website. The rest 30% of the
respondents are not satisfied.

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15. This table showing for what purpose the respondent using the website?

OPTIONS CRITERIA NO OF PERCENTAGE

RESPONDENT OF
RESPONDENT
A To know about
brand salunkhe 03 06
apparel
B To know about a
05 10
new offer
C To know about new
models 04 08
D To order the
product 31 62
E To know about
service 02 04
F Don’t use the
website 05 10
Total 50 100

62

10 8 10
6 4

To know To know To know To order To know Don’t use

about brand about a about new the product about the website
salunkhe new offer models service
apparel
A B C D E F

INTERPRETATION:
The table explains that 6% of the respondents using the website to know about
brand salunkhe apparel, 10% use the website to know about new offers given
by salunkhe apparel and 8% use the website to know about the new models
launched, 62% of respondents use to order products, 4% of respondents use the
website to know about services and rest 10% don’t use the website.

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16. This table showing mode of purchase of respondents?

OPTIONS CRITERIA NO OF PERCENTAGE

RESPONDENT OF
RESPONDENT
A salunkhe apparel
30 60
outlets
B Other 20 40
Total 50 100

B other
40% A salunkhe
apparel outlets A salunkhe apparel outlets
60% B other

INTERPRETATION:
From the above table, it is clear that 60% of the respondents use
shopping from salunkhe apparel outlets while 40% is other.

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17. This table showing reasonable price of salunkhe apparel?

OPTIONS CRITERIA NO OF PERCENTAGE

RESPONDENT OF
RESPONDENT
A Yes 32 64
B No 18 36
Total 50 100

B No

A Yes

INTERPRETATION:
The above table shows that 64% are saying that the price is reasonable. And
36% says that price is not reasonable.

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18. This table showing salunkhe apparel is worth buying?

OPTIONS CRITERIA NO OF PERCENTAGE

RESPONDENT OF
RESPONDENT
A Yes 41 82
B No 09 18
Total 50 100

18%

A Yes
B No
82%

INTERPRETATION:
More than half of the respondents 82% say that the product is worth buying and
18% are opposing it. This proves that the product is worth buying.

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19. This table showing factors which influenced respondents to purchase

salunkhe apparel?

OPTIONS CRITERIA NO OF PERCENTAGE

RESPONDENT OF
RESPONDENT
A Advertisements 14 28
B Offers 23 46
C Discount sales 13 26
Total 50 100

46

28
26

Advertisements Offers Discount sales

A B C

INTERPRETATION:
28% of the respondents were influenced by the factor advertisement, 46% of the
respondents were influenced by offer to buy the product and 26% of respondents
were influenced by discount sales.

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20. This table showing number of respondents who have a contact with
customer service?

OPTIONS CRITERIA NO OF PERCENTAGE

RESPONDENT OF
RESPONDENT
A Yes 32 64
B No 18 36
Total 50 100

B No
36%

A Yes
64%

INTERPRETATION:
The above table shows that 64 % have contacted the customer service desk for
help and 36% of the respondents had not contacted the customer service desk.

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21. This table showing the ranks given to various factors based on their
influence?

OPTIONS CRITERIA NO OF PERCENTAGE

RESPONDENT OF
RESPONDENT
A Price 07 14
B Quality 20 40
C Comfort 15 30
D Design 03 06
E Brand image 05 10
Total 50 100

40 40

35
30
30

25

20
14
15
10
10 6

0
PRICE QUALITY COMFORT DESIGN BRAND IMAGE
A B C D E

INTERPRETATION:
The above table shows that factors influenced by the respondent's price14%,
quality 40%, comfort 30%, design 6%, brand image 10%. This may be used by
the management for decision making in future.

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22. This table showing closest competitor of salunkhe apparel?

OPTIONS CRITERIA NO OF PERCENTAGE

RESPONDENT OF
RESPONDENT
A Banashankari
15 30
apparel
B Arora apparel 25 50
C Ananya apparel 10 20
Total 50 100

20%
30%

A Banashankari apparel
B Arora apparel
C Ananya apparel
50%

INTERPRETATION:
This table shows that 30% of the respondents use Banashankari apparel, 50%
use Arora apparel, 20%use ananya apparel.

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23. This table showing the number of respondents who use competitors of
salunkhe products?

OPTIONS CRITERIA NO OF PERCENTAGE

RESPONDENT OF
RESPONDENT
A Yes 39 78
B No 11 22
Total 50 100

78

22

Yes No
A B

INTERPRETATION:
The table shows that 78% of the respondents say that they had used the products
of competitors and the rest 22% have not. Hence, we can come to the conclusion
that respondents also use the product of competitors.

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24. This table showing satisfaction of the respondent for Quality,

information provided and reasonable price?

OPTIONS CRITERIA NO OF PERCENTAGE

RESPONDENT OF
RESPONDENT
A Highly
05 10
satisfied
B Satisfied 35 70
C Neutral 10 20
D Dissatisfied 00 00
Total 50 100

D Dissatisfied
A Highly
C Neutral 0%satisfied
20%
10%

B Satisfied
70%

INTERPRETATION:
The table shows that, 70% of the respondent said satisfied, 20% of the
respondent said neutral and 10% of the respondent said highly satisfied.

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FINDINGS:
 Most of the respondents are male compared to female.
 Most of the respondents are in the age 20-22 and others are below 20
and above 22.
 Most of the respondent’s monthly family income is 20000-40000
compared to others
 Most of the respondents are earning member of the family.
 Most of the respondent’s family as well as friends uses salunkhe apparel.
 Most of the respondents using salunkhe apparel for under 6 months.
 Most of the respondents own 1 pair of salunkhe apparel.
 Most of the respondents using shirt model of salunkhe apparel
 Most of the respondents came to know about salunkhe apparel by their
friends.
 Most of the respondents says that salunkhe apparel has reasonable price
and worth buying.
 Most of the respondents are influenced offers to purchases salunkhe
apparel.
 Most of the respondents are contacted with customer services of
salunkhe apparel.
 Most of the respondents are given rank, quality to the salunkhe apparel.

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CHAPTER 4
CONCLUSION

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CONCLUSION :
The study was conducted to measure “A Study on consumer buying behaviour
on salunkhe Garments”. The questionnaire is used to collect the data. This
research of this kind will help to find out the main factors which influence
consumer to buy product. The quality of the product is the primary parameter
that influenced the purchase decision of the consumer. According to the
responses it is found out that most of the consumers are highly satisfied with the
product quality. salunkhe apparel has a reasonable price and product worth
buying. Most of the salunkhe apparel are used shirts. Yet to make the consumers
satisfied, salunkhe apparel must provide a variety of offers and discounts.

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CHAPTER 5
SUGGESTIONS/RECOMMENDATIONS

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Suggestions:

 From the findings, it is clear that the respondents are less influenced by
printed advertisements and visual advertisements. So, it is better if there
is an increase in printed advertisements and visual advertisements to
attract more consumers.
 Continuous and repetitive advertisements and offers can be given to
sustain brand awareness in the minds of the consumers and there by
increases in sales.
 More outlets can be established in rural and semi-urban areas to have
easy access to the number of salunkhe outlets very less and these are
located in urban areas.
 Give more status towards the society to salunkhe apparel
 The salunkhe apparel has to focus on transportation to buy products in
huge quantity.
 And also salunkhe garments should have focus on packaging and color
design of the products like shirts which create buying behaviour of
consumer easily.

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BIBLIOGRAPHY:

1. C.R. Kothari Research Methodology: Methods and Techniques,

Revised Second edition.
2. Philip Kotler, Marketing Management.
3. Service marketing ( Vasanti venugopal ) & ( Raghu V. N )
4. Marketing Management ( S. A. Sherlekar )

Website :

www.wikipedia.com

https://salunkhegarments.com

www.indiasthan.com

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CHAPTER 6
LIMITATION OF THE STUDY

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Limitations:
 Since the project duration was limited to one months an elaborate
study was not possible.
 Study was limited in Nippani City.
 The sample size was limited to 50 in Nippani City.
 During the survey most of the respondents contacted had newly
purchased the apparel thus they could not respond accurately .

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ANNEXURE

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Questionnaire
CONSUMER PERSONAL INFORMATION

TO,

Dear sir / madam

I, Prasenjeet Shitole the student of BBA final year from VSM
BBA & BCA College Nipani. I have selected project work on “ A study on
consumer buying behaviour provided by salunkhe garments nippani, with
special reference to Salunkhe garments factory nippani city” I am very grateful
if you could spare a moment in providing the information.
(Note : The information given by you will be kept confidential and
purely for academy purpose)
Name: .............................................................
1. Gender:
A) Male B) Female

2) Age:

A) Below 20 B) 20-22

C) Above 20

3) Family income level:

A) Below 20000 B) 20000-40000

C) 40000-60000 D) Above 60000

4) Are you an earning member?

A) Yes B) No

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5) Are you using the brand salunkhe apparel?

A) Yes B) No

6) Any other member of your family/friends using salunkhe apparel?

A) Yes B) No

C) Maybe

7) How long have you been using salunkhe apparel?

A) Below 6 months B) 1 year

C) 2 years D) 3 years

8) How many pairs do you own?

A) 1 B) 2

C) 3 D) more than 3

9) Which model of the salunkhe apparel do you own?

A) Shirts B) Trousers

C) T-shirts D) Others

10) How did you come to know about the brand salunkhe?

A) Family B) Friends

C) Printed advertisements D) Visual advertisements

11) Does using this brand give you an elevated status in society?

A) Yes B) No

C) Maybe

12) Are you aware about the online website of salunkhe apparel?

A) Yes B) No

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13) Is navigation through the website is easy?

A) Yes B) No

14) Are you satisfied with the information provided on the website?
A) Yes B) No

15) For what purpose do you use the website?

A) To know about the brand salunkhe apparel B) To know about new
offers
C) To know about new models D) To know about order
the products

E) To know about service F) Don’t use the website

16) From where did you purchase salunkhe apparel?

A) salunkhe apparel outlets B) Others

17) Is the price reasonable?

A) Yes B) No

18) Is the product worth buying?

A) Yes B) No

19. factors which influenced respondents to purchase salunkhe apparel?

A) Advertisements B) Offers

C) Discount sales

20) Have you ever contacted the customer service desk?

A) Yes B) No

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21) Which of the following factors would affect your purchase decision?

A) Price B) Quality

C) Comfort D) Design

E) Brand image

22) Who do you think is the closest competitor of salunkhe apparel?

A) Banashankari apparel B) Arora apparel

C) Ananya apparel

23) Have you used the products of competitors?

A) Yes B) No

24) Mark your satisfaction of the respondent for Quality, information

provided and reasonable price?

A) Highly satisfied B) Satisfied

C) Neutral D) Dissatisfied

25) if you would like to give suggestions please ?

..............................................................................................................................
.......................................................................................................................

THANK YOU,

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