final jfx jeans & co

8/2/2019 Final JFX Jeans & Co

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Consumer Preference and Brand Loyalty Towards JFX Jeans

The Oxford College of Business Management Page 1

ITRODUCTION

As the science and technology is fast advancing, marketing is becoming more

attractive at the company, state, national and international levels. In the early days there was

no difference between selling and marketing. But today, the difference between these two

terms has been clearly made. Many organizations have involved in developing marketing

activities to satisfy the needs and wants of a group of customers. This segment concept has

helped in the development of new products and services also specialization in selling is being

attained. With the development new markets and new avenues of selling a wide variety of

consumers and producer goods has been designed and developed and for many, the

marketing has become a good profession. The developing nat ions are giving much

importance for marketing to develop their internal and external markets. Even with socialist

countries have to started studying the marketing concept in a scientific way introduced them

actively in their internal distribution system.

Marketing is quite an old profession. But still, by assuming new dimensions, it looks

new and which is attracting many people to this profession. This is a paradox. With the

introduction of barter exchange, market activity started functioning. But the marketing has

seen the light of the day only in the early part of the 20 th century. Although economics, the

mother science of marketing, content all the processes of market, it did not expose the ideas

properly. Because of this, marketing developed as a new area of study and practice in the

20th century. It has passed to many phases and is aiming to attain new heights. The goods and

services consider to be preserving of rich at one time, have reached the common man today

due to unstilted efforts of the marketing activity. Electric fans, T.V, Tape recorder,


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Calculators, Personal Computers etc, have becomenecessity in majority of the households.

Majority of the kitchens in Indian households are filled with many new appliances. The task

of the kitchen work is made easy and convenient. All these have been possible because of the

development of the marketing management.

The role of organization in developing the marketing activity is ignored. Several

institutions are involved in discharging marketing functions. They may be small or big, good

or bad, but they are on their toes to satisfy the human wants. 20th century has been the age of

organization man has attached to these organizations so much that he cannot live without

them. Organizationsprofit or non-profit, government or privateare in different forms and

sizes. Business organizations are in the form of the sole trading concerns, relationship firms

and joint stock companies. Joint stock undertakings have also gained momentum in these

days. All these forms of organizations of national and international levels are engaged in

selling their products through a network of branches. Thus the organizations are formed to

satisfy the wants of consumers. The organizer is the key person in the organization process.

The successful organizer knows the techniques of the co-ordination and also the art of selling

product in the target market. If he cannot access the potency of his rival in the market, he

fails to catch up the market.

The consumer is the king of the market. Consumer tries to satisfy his wants from

different market sources. His taste, fashion and preferences also change from time to time.

Hence the marketer should learn the art of reading the minds of the consumer and act

accordingly.


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The marketing organization may develop fast in the initial stages and have a gradual

decline after some time or they may have steady growth or develop steadily in the initial

stages and grow fast in later stages. These are reasons for this. The two major reasons that

can be attributed are:

1. The first change in mind of the consumer.

2. The keen competition from rivals.

The well-established producers and marketers have a sudden dearth in the market as

they forget these two factors. This means that they are not aware of the marketing

culture. As the rivals work hard, the established once will have to gradually fade out

if they are not alert in the market.

o Whatever may be the level of production; the behavior of consumer and the

threat of rivals in the market the role of the organization cannot be forgotten.

o In todays modern world, marketing is becoming more attractive at the

company, state, national and international levels. Many organizations have

involved in developing marketing activities to satisfy the needs and wants of

group of customers. Thus we can say that marketing is a business activity,

which promote and distribute want-satisfying goods and services to present

and potential customers.

o

As consumer is the king in the market, he tries to satisfy his wants from

different market sources. His tastes, fashion and preference change from time

to time. Hence the marketer should learn the art of reading the mind of the

consumer and act accordingly.


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o For effective successful marketing, marketing manager must be aware of two

things: -

The fast changing mind of the consumer.

Competition from rivals.

Consumer Preference and Brand LoyaltyA note:

o The customer is king, finally years after the liberalization of Indias economy

began, the market place has, suddenly, becomes frighteningly competitive.

Not only have new players including a host of powerful transactional, stormed

into the country, there are more brands available than ever before in every

segments of every market. Moreover, with the first flush of post liberalization

growth rates trembling in the first half 1996-97, corporate Indias sales rise by

just 8% while its net profits fell by 2% over 1995-96 virtually every company

thus itself struggling for survival today.

o For the first time in the 50 years since independence, delivering the final

verdict will be the customers. A customer who is already finicky about what

she wants, a customer who will be increasingly, spoilt for choice. A customer

will buy in future, only that which meets his every desire. Now-a-days most of

the companies are trying to do is to diligently build relationships with the

delight their customers. In future corporation will have to maximize the value

they offer for the lowest price because that is the only way they can keep their

customers.


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F

I H

N R

A D

N

C

E

Manufacturing

TODAYS CHANGING BUSINESS ENVIRONMENT

Demanding

Customer

Economic

Liberalization

IncreasingCompetition

Marketing

The newcustomer

HighConsumer

Choice

Rising

CostsLowerMargins

SplinteredMarket


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TYPES OF MARKETING

According o Philip Kotler there are three types of marketing like Internal, External

and interactive marketing. An internal marketing deal with the marketing to employees, that

is, motivating them to serve customer. Interactive marketing pertains to employees efforts

aimed at capitalizing on their interactions with customers to strengthen loyalty. External

marketing is the only type most companies think of marketing, primarily involves marketing

promises to customers and attracting then to a companys offerings.

In pyramid model the introduction of technology as a service delivery options add a

whole new dimensions to marketing. The company technology link symbolizes the need for

companies to give careful thought to their choice of technologies and technology offers as

existing array of possibilities for serving customers.

Manager Marketing

He buys the companys product. He is the companys main source of revenues, he is

constantly changing and demanding person whom the company needs to service and listen to

him constantly.


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How to Create Demand

Option I Provoke Consumer interest through incentives such as huge discounts,

promotional schemes and gives a way.

Option II Improve the consumers ability to purchase by lowering the financial barriers

through exchange schemes and attractive financing options.

Option IIIProvoke consumer interest by launching a new product.

Deciding the right strategy

In any dynamic situation, where marketing are faced with a shrinking market and

unenthusiastic consumer response, selecting the right option or a mix of them will be

influenced by not just short term gains but also the long term. Impact that they are likely to

have for instance, provoking consumer interest through discounts may be a short term

solution but, in the long term, it could devaluate the equity of your brand, Option II on the

other hand is lessrisky and a more effective way of demand creation of course. Option III

Launching new products will reap the richest rewards for a marketer, both in terms of

creating awareness and building the brand awareness.


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Branding

What is a Brand?

o The word Brand is a comprehensive term. To brand is to name or mark

indelibly as proof of ownership. It means a sign or symbol of quality. It is the

best means of advertising and positioning in the market. Branding is the best

means to capture and retain the consumer demand in a competitive market.

The marketer can create brand equity, brand loyalty and brand image for his

products only through branding.

o A brand is a more than just a product. It is a contract between the customer

and the creator. A brand is what a customer buys hopes / expectation /

service. The sole purpose of branding is to distinguish your branded products

from those of competitors. A well-promoted brand name, which has earned

reputation in the market, is very difficult to complete with.

Trade Mark

Trademark is a legal term. It is a brand duly registered under the trade names and

trademarks act. It is a brand enjoying legal protection. A registered brand can be taken if they


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adopt it. The letter R in a circle on each package will indicate that the brand is duly

registered.

The term brand is broadly applied to all identifying marks such as trade names, trade

marks, trade symbols, picture, and design of the package, distinctive coloring or lettering

with or without some attractive slogan. The owner of registered brand personally stands

behind the branded product and offers personal guarantee for maintaining the quality and

standards of the product as per advertisements.

Importance of Branding

The marketer can build a bright image of his organization around the brand. It

enables national advertisement of a specific product and it is resold through

advertising. The customer in the retail shop can easily recognize branded

product.

Brand enables the firm assured control over the market. Repeat sales are

stimulated and product substitution is not possible. It creates an exclusive

market fro the product.

Branding by differentiating a product from its rivals enables the brand owner

to establish his own price, which cannot be easily compared with prices of

competing goods. Branding also reduces price flexibility and price rigidity.

If a firm has one or more lines of branded goods, it can add a new item to its

list easily and new item can enjoy all the advantages of branding immediately.


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Reasons for Brand

The days have gone when the demand was greater than the supply, branding was not

necessary. Earlier, people wanted a product and because not enough of it was available. If

they buy it now where the supply is more than the demand, companies not only need to

create customers but also keep them, and to keep customer, one needs to create customer

loyalty.

To create a customer loyalty, one needs to project a personality of a brand to which

the customer will be loyal. This personality is what is called a Brand.

Branding is the most powerful instrument of sales promotion due to the following:

Consciousness a brand image in his mind, not only branding gives separate

identity and easy recognition to the product but also creates special consumer

preference and the ever changing competition.

Importance of packaging as a distinct marketing function, branding and

packaging go hand in hand.

Need for advertising and publicity. Branding alone enables advertising.

Development of consumer brand

Consumer enters the shop to demand and insist upon specific brand of the product.

The dealer is merely a distributing agency of the branded product. Branding constitutes the

basis for successful activity of demand creation.

Types of Brand


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Individual Brand name: Each product has special and unique brand name.

Family Brand name: Family name is limited to one line of a product i.e. products which

complete the sales cycles. Example:- Mohans for break-fast foods, Amul for milk

products, Kisan for fruit squashes and syrups, Erasmic for toiletries, ACME or

Ponds for cosmetics etc., family brand name can help combined advertising and sales

promotion

.

Umbrella Brand: We may have for all products the name of the company or the

manufacturer. All products such as soaps, chemicals, textiles, engineering goods etc.,

manufactures by the Tata concerns will have the Tatas as one umbrella brand. Such a

device will also obtain low promotion cost and minimize marketing efforts.

Combination Device: Tata house is using a combination device. Each product has an

individual name but it also has the umbrella brand to indicate the business house producing

the project. Example: Tatas Tej. Under this method, side by side with the product image, we

have the image of the organizational also.

Private or middlemans brand: Manufacturers or distributors such as

wholesalers, large retailers, can do branding. In India this practice is popular in the wooden,

hosiery, sport goods and such other intestine.


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probability this consumer has a short list or an evoked set of three or four parity

brands and varies her purchases among them.

Understanding the brand loyalty, though not an easy task is very important for the

marketers because it can be used as a basis for market segmentation. The market can

be seen as

a. The Hard core l oyals

These are the consumers who buy the same brand all the time. The consumer is a

committed person with introduced loyalty. These types of consumers always speak in

favour of the brand and they consider their brand as ICONS.

b. Soft core loyals

These are consumers who are loyal to two or three brands. Their brand loyalty will be

divided between two products. These consumers are very useful for the company, as

they may become hard-core loyals in future.

c. Shifting loyals


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These are consumers who favor a particular brand for some time and then shifts to

another brand. This attitude is seen in case of computer hardware and software,

consumer durables, retail stores etc.

d. Switches

These are consumers who show no loyalty to any brand. These consumers usually

purchase any brand available in the market or any new brand in order to differentiate

from others.

Advertising

Sponsor and promotion of goods, services or ideas by an identified is a paid

communication because the advertiser has to pay for the space or time in which his

advertisements appear. Advertising appears in the recognized media such as newspaper,

magazines, radio, television, cinema film, outdoor hoardings and posters, direct mail and

transit (car cards).

Advertising is a major promotional tool

i. It offers planned and controlled message.

ii. It came into contact and influence numerous people simultaneously, quickly and at a

low cost per product, hence it is a mass means of communication.


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iii. It has the ability to deliver messages to audiences with particular demographics and

socio-economic features.

iv. It can reach prospects that cannot be approached by salesman EgTop executives.

v. It helps to pre sell goods and pulls the buyers to retailers.

vi. It can deliver the same message consistently in a variety of contexts.

vii. It offers a wide choice of channels for transmission of messages such as visual.

viii. It is very useful to create maximum interest and offer adequate knowledge of the new

product when the innovation is being introduced in the market.

Difference between Advertisement and Salesmanship

a) Salesmanship is personal involving direct personal face-to-face communication.

Advertising is non-personal and indirect means of communication with the prospect

through various media of advertisement.

b) Salesmanship is individual communication through personal interview between the

sales person and the prospect. On the other hand, advertising is mass communication,

advertiser reaching a large number of prospects simultaneously. An advertisement is

read, seen or heard by any number of prospects.


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The difference between advertising and publicity are

1) An identified sponsor must carry on advertising, publicity need not have

identified sponsor.

2) Advertising is a paid form of communication. Publicity is not a paid form of

communication. In a sense, paid publicity is advertising.

Importance of advertising in marketing

Advertising is the only method to tell numerous people about a product or service in

the quickest interval at the lowest possible cost. Advertising is responsible for creating and

delivering rising standard of living to innumerable people. It has made possible tremendous

industrialization and economic development in many countries. It is the backbone of national

and international marketing.

Advertising is an important promotion tool in order to establish brand patronage customer

preferences towards brands indicate the following tendencies.

1. Brand preference: A buyer favors the purchase of the brand but will

accept a substitute

2. Brand loyalty:A buyer has a strong attachment to the brand and will not

accept a substitute if the brand is available.

3. Brand Insistence: A buyer insists on purchasing one brand only and will

not accept a substitute.

4. Brand acceptance: A buyer is merely aware of the existence of the brand

but has knowledge about it and no particular emotional attachment to it so far.


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INTRODUCTION TO THE HISTORY OF JEANS

Jeans are trousers made from denim. Mainly designed for work, they became popular

among teenagers starting in the 1950s.Historic brands include Levis, Lee, and Wrangler.

Jeans are now a very popular form, of casual dress around the world, and have

been so for decades. They come in various styles and colours; however, blue jeans are

particularly identified with American culture, especially the American Old West. The

American spent more than $14 billion on jeans in 2004.

During 1990s the wearing of blue jeans became more acceptable. By 1970s it had

become a general fashion in the United States, at least for informal wear.

During the 20TH century many men and women had started wearing jeans in the

summer. However many female teenagers usually wear jeans with tank tops and flip flops

during the summer.

Notably, in the mid 1970s the denim and textiles industry was revolutionised by the

introduction of stone-washing technique by GWG (Great Western garment Co.).

Entrepreneur, importer, and noted eccentric Donald Freeland of Edmonton, Alberta

pioneered the method which helped to bring to a larger and more versatile market. Denim

suddenly became an attractive product for all age groups and Freeland became one of the

most powerful innovators in the history of denim and denim products. Acceptance of jeans

continued through the 1980s and 1990s to the point where jeans are now a wardrobe staple,

with the average North American owning seven pairs.


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MAJOR STYLES

Fits of jeans are determined by current styles, sex, and by the manufacturer. Here are

some of the outfits produced for jeans:

Ankle jeans

Baggy jeans

Bell-bottoms/Flares/Boot-cut

Boy cut

Capris

Carpenter jeans

Straight

Slim

Skinny

Loose

Jorts (jeans shorts )

Overalls

Relaxed

Sagging

High waist cut

Low- rise Jeans/ Hip huggers

BELL-BOTTOMS are trousers that become wider from knees downward. Related styles

include flare, loon pants, and boot-cut/leg trousers. Hip huggers are bell-bottomed that are

fitted tightly around the hips and thighs and are worn mostly by men and women.


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CAPRI PANTS are those pants usually worn in summer. They are also known as long

shorts or three quarters in some areas of the world and longer versions are known as high-

waters. They are designed to end mid-calf or just below the calf. Though capris are most

popular among women they have become popular among men in many countries, especially

in Europe and Latin America. Capri pants designed for men are informally known as

manpri(man-pri) pants in North America. Manpri is a portmanteau term consisting of words

man and Capri. They have recently begun to be worn by men in North America.

CARPENTER JEANS are jeans with pockets and loops which can be used to carry

objects such as tools and these are often loose around the legs to be able to accommodate the

affixed items. They are often worn by construction workers and carpenters; hence the name

to carry their tools so that their hands can be kept free yet the tools are accessible. The design

is basically a pair of waist high dungarees. Carpenter jeans were worn primarily by style

conscious men in the mid twenties and thirties.

JEANS SHORTSoccasionally known as jorts are garments worn by men and women

that cover the pelvic area, the buttocks, and the legs, stopping between the top of the thigh

and the knee. They are simply shorts made form denim.

Some restrict jorts in particular to the self-cropped pants made from denim shorts cropped,

hemmed and sometimes even pleated at the knee. In United States jeans shorts are in wide

use. With the wide use of cellphones, jeans shorts now have a side pocket just to hold cell

phones. Most jeans shorts have two back pockets and two side pockets.


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LOW-RISE JEANS, worn by women are jeans intended to sit low on, or below the hips.

They are also called low cut jeans, hip-huggers, hipsters and low riders. They had existed

since 1960s, but regained popularity in 1990s and 2000s.

AIM:To compare the price range of major brands in mens denim trousers.

OBSERVATION:

Choice of selection by youngsters, professionals and older people are as follows

YOUNGSTERS

Among these styles skinny, comfort, straight fit, are the most popular among the

youngsters.

Wide choice of style features; fancy washes and fittings are popular among

youngsters.

Wide range of colors are common this category.

Experimentation with colours and innovative ideas are more acceptable among these

groups.

Price should be reasonable and should not more.

Style features should be supportive to the youngsters and activities.


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PROFESSIONAL AND OLDER PEOPLE

Professionals mostly prefer regular and comfort. Mostly older people choose

regular.

They always prefer better fittings, simple and comfortable style features are

commonly accepted.

Professionals choice are little restricted when compared to youngsters choice.

Acceptance of washes and color ranges are limited among professionals.

In new generation professionals there is a trend of accepting style features and

washes because of flexible dress codes.

Style and fit of the dress should maintain the position and dignity in the society.


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Major denim jeans brand of India are as follows:

LEVIS, WRANGLER, LEE, SPYKAR, FLYING MACHINE, PEPE.

Following are the available fits in the current market of denim trousers.

Skinny

Regular

Boot

Straight fit

Comfort

Mid rise

Price ranges for different brands

Levis, Wrangler, Lee are the major brands

Levis: normally the price ranges from 1200 to 4000

Regular fit is available at the rate of 1200 and upwards. It varies according to the wash and

fabric.

Straight fit and comfort fits are costly when compared to regular. These are accepted more.

Its price ranges from 1600 to 4500.

Skin fit dark blue1699

Skinny2399

Comfort1600 to 2699

Straight - 3200 to 3699

Regular1200 to 2899


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As an international brand Levis has a greateracceptance.

Lee: price ranges from 1100 to 3999 and upwards. Straight fit and comfort fits are having

high price range. It may vary from 2999, 3200, 3499, 4200 etc.

Straight fit3999, 1600, 2999, 4999.

Comfort1699, 2400, 3299.

Regular1200, 1499, 1650.

Lee has a good acceptance as an international brand.

Wrangler: price ranges from 1200, 4500, and upwards.

Wrangler cruiser1536

Denim jeans1606

Denver denim1395

Pepe:

Pepe cask denim1899

Comfort1249, 1450, 1699

Pepe London denim1999

Spykar and flying machine has fewer acceptances when compared to the above

brands.

It has lower price range. It starts from 900 and above. Good style features are

available.


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Title of the project:-

Consumer preference and Brand loyalty towards JFX DENIM JEANS

It was conducted to find out the consumer opinion choices, preference of brand motivational

factors and reasons for it.

Statement of the problem:-

In todays competition the core objective of all corporations is to satisfy customers. It is the

choice of empowered customer to decide the fate of any product or organization. Only those

companies that continuously monitor and meet changing customer needs will wins. And by

cutting costs and restructuring for quicker response to the customers demands. All of which

will add up to an unmatched competitive edge, enabling to conquer tomorrows market place

today. Hence the study was aimed at finding suitable measures to improve consumer

preferences and loyalty.

Objectives of the Study:-

a. To find out the consumer preferences, brand awareness and loyalty.

b. To know the consumer preference based on their age.

c. To know the vehicle wise popularity of brands.

d. To know consumer opinion leader for denim jeans purchase.

e. To know future potentials for various brands according to consumers preferences.

f. To know motivational factors for brand preferences.

g. To know the preferred opinion leaders for different age groups.

h. To know the mode of payment based on profession.

i. To know the place of purchase.


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j. To know the sales promotion techniques.

k. To know the future expectations of consumers regarding denim jeans.

l. To know the factors influences the consumer preference and brand loyalty.

To know the consumers preference based on the price.

m. To know the effectiveness of advertisement through different medias in denim jeans

marketing.

n. To know the preference of various professionals about the denim jeans for their

vehicle they are using at present.

o. To know the consumers expectation regarding the life of denim jeans.

p. To know the consumers attitude towards door to door service.

q. To know the recommendations of various persons or consumers for selecting jeans.

r. To know which fit is best among the youngsters and professionals.

s. To know which colors is popular among the youngsters and professionals.

t. To know what discounts are offered during which occasions.

u. To know the trends that is in the market.


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Hypothesis:-

All the consumers are the users of jeans.

The consumers belong to urban area.

All the consumers are accessible to any one of the media.

The entire consumers are literates.

Scope of the study:-

For this study what I have selected is small and it restricts to only two areas in Bangalore

city. The areas selected are MARTHAHALLI and KAMANAHALLI in equal ratio.

Research Design used:

The type of research design used is explorative research method. Through this study we are

trying to gain a specific knowledge about the customer preference and brand loyalty towards

JFX jeans.

Data Collection Method:

The data has been collected from both primary and secondary sources. The methods through

which the data collected are:

Collection of primary data- The primary data is collected through questionnaire.

For the purpose of collecting information from consumers through questionnaire the

consumers are divided into 4 groups Viz.,

1) Students

2) Business


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3) Employees

4) Others

The primary data is also collected through personal interviews with students, business people,

employees and others.

Collection of Secondary dataIt was collected from the following:

i. News papers

ii. Magazines

iii. Text Books

iv. Annual reports of the company

Research measuring Tool and Techniques:

The primary tool for the data collection used in this study is the respondents response to the

questionnaire given to them and the responses of various types of consumers are collected.

The various research measuring tools used are:

a) Questionnaire

b) Personal Interview

c) Tables

d) Percentages

e) Pie-charts

f) Bar-charts

Sampling Scheme

The study was targeted to the society in general. The sample of this particular study

comprises of students, business people, employees and others.


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The sample unit was a cross section of the market since the objective of the study is to know

the consumers perception towards denim jeans.

The sample size was

i. Through questionnaire15 respondents

ii. Through personal Interview15 respondents

The respondents are of different age group and varied background was covered. View

number of students, business people, employees and others were interviewed personally.

Hence, the systematic sampling could not be done or followed in the absence of consumers

response, but a convenience sampling was conducted in the course of this study:

Field Work

Field work has been done by randomly selecting the two areas of Bangalore city Viz.,

MARATHALLI and KAMANAHALLI in equal ratio.

For this study the total number of respondents I have approached through questionnaire,

nearly 43 respondents, and nearly 30 respondents were personally interviewed for this study.


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Table showing the number of respondents who approached for the interview

Date Area Covered

No. of

Respondents approached

No. of

Respondents

Replied

05-01-12

To

10-01-12

MARTAHALLI 20 15

12-01-12

to

17-01-12

KAMANAHALLI 23 15

Total 30


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Limitations

The study was only limited to Bangalore. The questionnaires were sent to consumers

on both branded and unbranded products.

Non-cooperation and personal bias made it difficult to get the specific answer.

10% of respondents do not give response.

14% of respondents do not wear jeans.

Time constraints.

Lot of respondents do not gave response because of hesitation.

Consumers habits, tastes and preferences are being changing day by day.

Lot of respondents is only product loyal.

Lack of response made it difficult to make the analysis.

The study is limited only to denim jeans.


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The company

The company JOHN FELIX & CO is the manufacturer of denim jeans. Under this are

the three major brands namely TRENDS WOODS, JFX. These two are concerned with mens

denim jeans. The other brand is FUEONA. This is concerned with ladies denim jeans. These

jeans come in four washes in light indigo, light blue, dark indigo and black.

The company is in its infantry stage and is still coming up with different colours and

washes. JFX is the brand that is born out with the Inspiration and Passion of the company

JOHN FELIX & CO is the result of many peoples hard work and creativity that drives the

passion and trend. The customer is always focussed by JFX and all the products are designed

to define the master mind of designer that is driven by trend, comfort and administration.

The fabric and trims are sourced very carefully with the concept of customer

satisfaction in mind and this will indicate the customer that he is living today, with the Trend,

Quality, and Comfort all in one product that in best price.

The history of the company

The company JOHN FELIX & CO was started in the year 2009. This company is

still in the infantry stage. The founder as well as the CEO of the company is ROYCHEN

MATHEW. It was his sheer hard work and his compassion that changed his dreams into

reality.

The company initially started with three retail outlets. The company initially started

with 300 workers. The first started in Marthahalli. The other two outlets are in K R Puram


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and Kamanahalli. The main branch is in Najappa garden. The regional branch is in

Bhomanahalli. It is situated in Begur road near Indian Overseas Bank.

The company has retail outlets in Mysore. It has retail outlet in Calicut in Kerala. It

also exports denim jeans in Dubai. The company mainly caters to the needs of professional

people. The main aim of the company is to manufacture jeans for the professionals. It has

already started to manufacture jeans for ladies.

The company brings its raw material from Mafatlal Global Apparels (MGA) . The

company manufactures fifteen jeans in one hour. The turnover of the company is about

twenty four lakhs in one year.

The website of the company is

www.jfxjeans.com

The email id of the company is

[email protected]
http://www.jfxjeans.com/http://www.jfxjeans.com/mailto:[email protected]:[email protected]:[email protected]://www.jfxjeans.com/


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The companys profile

The company is situated in Bhommanahalli in Begur road. The CEO of the company

is Roychen Mathew who is also the founder of the company. Below him works the Regional

manager. Below him is the Area manager. His name is Hari Krishnan. Below him is the

marketing manager whose name is Jerrin Mathew. Under him are two employees working as

purchases personnel and sales personnel. There are sales executives whose main task is to sell

the products directly to the retailers. There are around three hundred workers working in the

company.

The companys vision

The company has always encompassed to be a leading denim jeans brand in the

market. The company has a vision to reach to the masses and make them aware that this

brand caters to the needs of men as well of women.

The companys mission

The companys mission is to make aware of the brand to everyone. The company

has been successful in targeting its customers. In order to reach the target customers it

provides the best of the fabrics to the people at reasonable prices. We can say that it is an

ideal company which aims at providing best quality of goods at reasonable prices. The

company also aims at providing denim jeans which can be worn by the professionals with

formal shirts.

In short the company aims at providing denim jeans for each and everyone in the

society. in order to achieve its mission it provides discounts to its customers at 5%. During

festivals and other important occasions it provides discounts at 10%.


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Marketing strategy of the company

The company markets its products usually by three means. First it sells its products

by to the distributers directly through whole sale marketing. This is mainly done when the

retail shop is situated outside Bangalore.

The second one is through retail marketing. The products are directly sent to the

retail stores and the product is ordered whenever there is need arises. This is done when the

retail house is situated in Bangalore itself.

The third one is through direct selling. In this the sales executive directly sells the

product to the customers by giving demo of the product.

Payments methods

The company deals four payment deals keeping in mind the problems of the

customers. They are as follows:

Consignment deal

Cash and carry deal

Credit deal

Half cash and half credit deal

Consignment deal: In this deal the company gives the creditor a period of fifteen days

on failure of which a fine of 12% will be charged on late payments from the 16 TH day.

The customer is required to pay to the office a post dated cheque which is later paid back

to the customer on the condition that the cash is paid by the customer to the producer.


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Cash and carry deal: In this type of deal the customer is allowed to take the

products on the condition that he pays the full amount of money.

Credit deal: In this deal the customer is allowed to take the products on credit. He is

given a time of 60 days to 90 days or more. A post dated cheque is given by the customer

to the office which is later paid back to the customer when the full cash is paid. The

customer is required to pay a post dated cheque to the office which is later paid back to

him on the condition that he pays back the promised sum of money.

Half cash and half credit: In this type of deal the customer is allowed to take off the

goods on the condition that he pays half of the cash and half of the credit. He should pay

off the money within three months.

The company ensures that the retailers do not face any problem. This company is a very

good example of customer relationship management.


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Retail outlets in Bangalore

There are a number of retail outlets in Bangalore. They are as follows:

WEST ZONE CASUAL,

K R PURAM

WEST LIFE CASUAL,

MARATHALLI

CLUSTER,

KAMANAHALLI

RETAIL OUTLET OUTSIDE BANGALORE

CALICUT

COCHIN

ALLAPY


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A comparison between JFX & co and other brands

LEE and JFX

A comparison between LEE and JFX has shown the following features.

Lee: LEE comes in many shades and colour. LEE mainly concentrates on styles and wash

of the jeans. It mostly concentrates on youngsters where the youngsters give more preference

on colour and different type of styles. The price ranges from 1100 to 3999 and upwards.

Straight fit and comfort fits are having high price range. It may vary from 2999, 3200, 3499,

4200 etc.

Straight fit3999, 1600, 2999, 4999.

Comfort1699, 2400, 3299.

Regular1200, 1499, 1650.

Lee has a good acceptance as an international brand.

JFX: The price of JFX starts from 649 to 1169. It has launched in four different colours and

four different washes. JFX mostly concentrates on price and the quality of the material.JFX

brings four fits namely pencil fit, slim fit, comfort fit and regular fit.

Mens comfort fit: 895 onwards.

Mens straight fit: 999 onwards.


Mens regular fit: 949 onwards.

Compared to LEE the price of JFX is very low. This is to ensure that JFX jeans reach the

masses and it is used by everyone in the society. LEE has a very high brand value due to

which there is a price hike.


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Levis and JFX

Levis: normally the price ranges from 1200 to 4000

Regular fit is available at the rate of 1200 and upwards. It varies according to the wash and

fabric.

Straight fit and comfort fits are costly when compared to regular. These are accepted more.

Its price ranges from 1600 to 4500.

Skin fit dark blue1699

Skinny2399

Comfort1600 to 2699

Straight - 3200 to 3699

Regular1200 to 2899

As an international brand Levis has a greateracceptance.

JFX:The price of JFX starts from 649 to 1169. It has launched in four different colours and

four different washes. JFX mostly concentrates on price and the quality of the material.JFX

brings four fits namely pencil fit, slim fit, comfort fit and regular fit.





When compared with Levis we find that the price of Levis is too high. Since it is an

international brand the acceptance in the market is high even though the cost is higher than

any other brands in the market. We also find that Levis concentrates on different type of


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washes as well as different type of colours. This brand is alluring to the younger generation

as this brand provides a wide range of colours and different types of fits.

Wrangler and JFX

WRANGLER: price ranges from 1200, 4500, and upwards.

Wrangler cruiser1536

Denim jeans1606

Denver denim1395

JFX: In JFX the price starts from 649. The fits in JFX are comparatively alluring to the

customers. The different types of fits are discussed below.





When JFX is compared to Wrangler it is found that the price of JFX is lower than that of

Wrangler. This is to ensure that JFX reach the masses and is used by everyone. It mainly

concentrates on the younger generations and to those young professionals who have joined

the company sectors recently. The company mainly concentrates on professionals so that they

can wear denim jeans with formal shirts.

Now if we compare JFX with all the other brands we find that the cost of JFX denim

jeans is lower. The vision of JFX is to reach the masses and it is still in the process of


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penetrating the market. The vision of JFX is to provide quality denim jeans at affordable

price. The main vision of the company is to serve the people with best quality products. It is

also said that the wash of all the jeans is done from the same place in RAMDHAN. The wash

is the best; the quality is the best in comparison with the other jeans. The difference in the

price is due to the fact that the brand plays a very crucial role. The more the brand is famous

among the people the cost of the brand is more.


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DATA ANALYSIS AND INTERPRETATION

TABLE- 1

Table showing the monthly income of the respondents

Monthly Income [Rs] No. of respondents Percentage

1000-3000 11 37%

3000-7000 5 19%

7000-12000 2 5%

12000& above 1 1%

No income 11 38%

Total 30 100%

From the above table it can be seen that 56% of respondents earn a monthly income bellow

7000 and other 6% of respondents earn more than 7000 and 38% of respondents has no

income.


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Interpretation: From the above graph we can conclude that the income level of the people

plays a very important role in the buying behavior of the people.

Table 2

37%

19%5%

1%

38%

chart showing the income level of the

respondents

1000_2000

3000-7000

7000-12000

>12000

no income


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Age group of the respondents

Age No .of Respondents Percentage

Bellow-20 9 31%

21-30 17 58%

31-40 1 4%

40&Above

2

7%

Total 30 100%

Above table indicates that 31% of respondents are aged bellow 20 and 58% of them

are aged 21-30 and other 11% are aged above 30.

31%

58%

4%7%

Chart showing age group ofrespondents.

below 20

21-30

31-40

above 40


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Interpretation: From the above analysis, it can be inferred that the number of respondents is

aged below 30. Age is taken for study because use of skincare products varies based on aged

difference.

TABLE

3Table based upon sexual representation

Sex No. of Respondents Percentage

Females 12 40%

Males 18 60%

Total 30 100%

Above table indicates that 40% of respondents are Female and 60% of them are male.

The female representation is very less in comparison to the male.


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Interpretation: - From the above analysis it can be inferred that male respondents are more

than that of Female. It also shows that number of male buyers is more in comparison to

female buyers.

40%

60%

Sexual representation of the respondents.

male


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TABLE 4

Table showing people wearing jeans.

No. of Respondents Percentage

Wearing 29 96%

Not wearing 1 4%

Total 30 100%

The above table shows that 96% of respondents wear jeans and 4% of them do not

wear jeans. The above analysis states that the persons wearing jeans are more than that of

those not wearing jeans.


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Interpretation: From the above graph it can be concluded that people wearing jeans are

more in comparison to the people not wearing jeans. This also tells that people living in cities

are more comfortable in wearing jeans.

RESPONDENTS WEARING JEANS

96

4

WEARING

Not WEARING


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Table5

Table showing ranking of attributes of jeans.

Attributes No of Respondents Percentage

Price 1 3%

Quality 19 66%

Brand 1 2%

Price& Quality 3 9%

Brand & Price 1 5%

Brand & Quality 4 12%

Others 1 3%

Total 30 100%

Above table indicates that 66% of respondents give importance to quality, 3% for brand

and other 30% for brand, and the combination of price, quality and brand. From the above

analysis it is inferred that majority of respondents give importance to quality rather than price

and brand.


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Interpretation: From the above graph it van be inferred that people give more importance to

the brand as well as quality of the product. The brand will be good in the eyes of the people

as long as the price satisfies them. In short the customers should kbe given the best products

at reasonable prices.

3%

66%

2%

9%

5%

12% 3%

chart showing precedence of attributes.

price

quality

brand

price and quality

brand & price

brand & quality

others


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TABLE6

Table showing persons interest in branded products

No. of Respondents Percentage

Interested 29 96%

Not-Interested 1 4%

Total 30 100%

The above table indicates that 96% of respondents prefer branded products and 4% of

them do not prefer branded products.

Brand plays an important role in sales of a particular product and also in selection of

the product by the customer. Percentage of persons interested in branded products is more

than that of persons not interested


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Interpretation: From the above graph, it can be interpretated that that most of the people

living in the urban areas are interested in the branded products, while some people give more

preference to price, quality rather than on brand.

INTEREST IN BRANDED PRODUCTS

Interested

Not-Interested

Interested

Not-Interested


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TABLE - 7

Table showing brand preference of the respondents

Companies No.of Respondents Percentage

Levis 11 35%

Pepe 9 32%

f-square 4 13%

JFX 6 20%

Total 30 100%

The above table indicates that 20% of the respondents prefer JFX jeans while only 13%

prefer f-square. From the above analysis it is inferred that JFX jeans are most preferred by

consumers. This clearly shows the consumer attachment to this brand.


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Chart showing brand preferences of the respondents

Interpretation: From the above graph it can be concluded that the demand for Levis is

more. This is due to the reason that this brand is an international brand. We find that the

demand for JFX jeans is high. The reason is because the quality, wash, price of the jeans

allures the eyes of the customers.

0

10

20

30

40

50

60

70

80

90

100

levi's pepe f-square JFX total


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TABLE8

Table showing sources of influence

Sources No. of respondents Percentage

Neighbor 3 9%

Family member 6 20%

Friends 6 20%

Company Ads 14 49%

Others 1 2%

Total 30 100%

The above table indicates those Company Ads, 40% by family members and friends and

other 11% influences 49% of respondents by neighbors and others.

Inference: From the above analysis, it is inferred that Company Ads plays a vital role in

brand awareness and preference of consumers.


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Interpretation:From the above table it can be inferred that people are more influenced by

the company advertisements. Family, friends play a major role in the buying behavior of the

customers.

9%

20%

20%

49%

2%

Sources of influence

Neighbours

familymembers

friends


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TABLE9

Table showing number of brand switchers

Switchers No. of respondents Percentage

Yes 8 27%

No 22 73%

Total 30 100%

The above table indicates that 27% of respondents have switched from one brand to

another and 73% of them have not switched. They are brand loyal. From the above analysis it

is inferred that the numbers of switchers are less than that of non-switchers.


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Interpretation: From the above graph it can be inferred that most of the customers are not

the brand switchers. This is because the quality of the products provided by the companys

very good and it goes well with the price. People switch brand on several grounds like they

are not satisfied with the quality of service, or the cost of the product does not go well with

the price.

0

10

20

30

40

50

60

70

80

Switchers Non Switchers

Percentage

Brand Switchers.

Switchers


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TABLE10Table showing reasons for switching of brands

Reasons No. of switchers Percentage

Price 5 17%

Quality 18 61%

Dont know 4 13%

Influence of sources 3 9%

Total 30 100%

The above table states that 61% of respondents have shifted from one brand to another

because of quality, 17% because of price and 22% because of other reasons.

Inference: from the above analysis it is inferred that quality plays the main role in switching

the brand.


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Interpretation: From the above graph it can be inferred that the quality plays a very

major role in switching from one brand to the other. If the customers are satisfied with the

brand they opt for the brand. The second choice is the price. The price should go un

accordance with the product ,

TABLE11

17

61

13

9

0

10

20

30

40

50

60

70

Percentage of respondents

percentage

factors

Reasons for brand switching

price

quality

don't know

othersources


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Table showing the satisfaction level of customers JFX jeans

Satisfactionlevel

No. of respondents Percentage

Satisfied 27 91%

Not satisfied 3 9%

Total 30 100%

The above table indicates that 91% of respondents are satisfied with the brand using at

present and 9% of them are not satisfied. From the above analysis it is inferred that most of

the respondents are satisfied with JFX brand.

91%

9%

Level of Satisfaction of respondents

satisfied


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Interpretation: From the above graph it can be inferred that the customers are satisfied with

the brand because the company responses to the customers choice and preference. The

fabric, the wash, the price corresponds well with the product.

TABLE12

Table showing the rate of awareness of JFX jeans

Rate of awareness No. of respondents Percentage

Aware 20 65%

Unaware 10 35%

Total 30 100%

The above table indicates that 65% of respondents are aware of JFX jeans and 35% of

them unaware. Response on the awareness on JFX jeans is pretty good as compared to the

new players in the market.


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Interpretation: From the above graph it can be inferred that people are aware of the brand.

Most of the people are aware from the retailers, family and friends. This is because the

quality, the price of the product is very good.

65%

35%

awareness of JFX jeans brand

aware

unaware


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TABLE13

Table showing reasons to prefer JFX jeans

Reasons No. of respondents Percentage

Price 2 7%

Quality 22 74%

Quality & price 1 1%

Others 5 18%

Total 30 100%

The above table indicates that 74% of respondents prefer JFX jeans only because of

quality, and other 26% for price, price and quality and others. Quality plays a very important

role in preferring any branded jeans.


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Interpretation: From the above graph it can be concluded that people go for the quality more

than the price of the jeans. The quality plays a major role in the brand awareness of the

product. A product can be successful in the eyes of the customers only when the quality as

well as the price goes hand in hand with the product.

7%

74%

1%18%

Chart showing the reason to prefer JFX

jeans

price

quality

quality and price

others


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Table 14

Table showing the satisfaction level with the outlets

Rate of satisfaction No. of respondents percentageHappy 21 70%

Not Happy 9 30%

Total 30 100%

From the above table it is shown that 70% of the respondents are satisfied with the retail

outlets. From the above it can be inferred that people like easy access to the retail shops. This

helps to create a good image of the brand.

Satisfaction level with the outlets


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Interpretation: From the above table it can be inferred that the most of the customers are

happy with the retail outlets. The retail outlets are selected in such a way so that the company

can market the products where it is still untapped.

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

HAPPY NOT HAPPY TOTAL


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Table 15

Table showing the trial of the jeans for the first time

trial of the brand No. of respondents Percentage

Tried 18 60%

Not tried 12 40%

Total 30 100%

From the above table it can be seen that more than 60% of the respondents have tried the

brand on first trial. It can be inferred that most of the customers have tried the JFX branded

jeans.


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Interpretation: from the above graph it can be concluded that most of the people living in

the area have already tried the brand.

60%

40%

chart showing the trail of the brand

tried

not tried


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Table 16

Table showing the offers liked by the respondents

Offers liked by the

respondents


Discount offer 8 25%

Free offer 10 35%

Festival offer 12 40%

Total 30 100%

The above table shows that more than 75% of the respondents like to have offers like festive

offers and free offer. From the above table it can be inferred that people are likely to be

inclined to consumer satisfaction rather than consumer delight.

Graph showing the offers liked by the respondents


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Interpretation: From the above table it can be inferred that most of the customers like the

festive offer because it the season in which they like to invest a lot. We also find that now

days companies are more inclined towards the customer delight rather than customer

satisfaction. People go for the products where the discounts is more so that they can purchase

more.

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

discount offer free offer festive offer total


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Table 17

Table showing the sources of knowledge of the brand

Sources No. of respondents Percentage

Pamphlets 7 23%

Friends 9 30%

Retailers 14 47%

total 30 100%

From the above table we find that 47% of the customers come to know about the brand from

the retailers. From the above table it can be found the retailers are the major sources of

spreading the name of the brand.


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Interpretation: From the above table it can be inferred that most of the people came to know

about the products from the retailers and friends. From this it can also be said that the

customers are influenced by the retailers and the retailers help in awareness of the brand.

23%

30%

47%

sources of knowledge of JFX jeans

pamplets

friends

retailors


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Table 18

Table showing the features to be introduced in the jeans

Features No. of respondents percentage

colour 11 35%

fits 6 20%

style 7 25%

wash 6 20%

total 30 100%

The above table shows that more than 55% of respondents pay more emphasis to the colour

and fit of the jeans. From the above table it can be concluded that colour and the fit plays a

very important role in the marketing of the jeans.


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Interpretation: From the above graph it can be concluded that most of the customers want that

there must be a variety of fits and styles. Since there is only limited colour the customers also

want a variety of colours in the brand.

35%

20%

20%

25%

chart showing the features to be introduced

in the brand

COLOR

FIT

WASH

STYLE


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TABLE 19

Table showing the fit chosen by the customers

Fits chosen No. of respondents Percentage

Straight fit 7 25%

Pencil fit 5 15%

Comfort fit 13 45%

Skin fit 5 15%

Total 30 100%

From the table given above we find that 70% of the customers prefer straight fit and comfort

fit. We can conclude by saying that people mostly prefer straight and comfort fit as these are

mostly of free size and people can wear it without any alterations.


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Interpretation: From the above graph it can be inferred that comfort fit is mostly preferred

by the customers. The second choice is the straight fit. Skin fit is mostly chosen by the

youngsters while the above two fits are chosen mostly by the professionals.

25%

15%

45%

15%

THE MOST PREFERRED FITS CHOSEN BY THE

CUSTOMERS

STRAIGHT FIT

PENCIL FIT

COMFORT

SKIN


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Table 20

Table showing the colours mostly preferred by the customers

Colours chosen No. of respondents Percentage

Black 7 23%

Dark indigo 9 30%

Grey 6 22%

Light blue 8 25%

Total 30 100%

From the above table it is seen that people prefer mostly dark indigo and light blue.

Inference: from the above table it can be concluded that people prefer these two colours

mostly because they can be worn anywhere.


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Interpretation: From the above graph it can be concluded that light blue is mostly preferred

by the customers. This colour is mostly preferred by the professionals while another choice is

dark indigo. This is mostly chosen by the younger generations.

23%

30%22%

25%

Table showing the colours mostly preferred

by the customers

BLACK

DARK INDIGO

GREY

BLUE


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Hypothesis Testing

Hypothesis:

The younger generations prefer branded products to that of older generation.


Younger generation 22 72%

Older generation 8 28%

Total 30 100%

It can be seen from the above table that 72% of the younger generation like to wear branded

products.

Inference: From the above analysis, it can be inferred that NULL hypothesis comes true.


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72%

28%

Hypothesis Testing

YoungerGeneration


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SUMMARY OF FINDINGS

Consumer attention is diverted towards the Branded jeans.

It was found that the customers were impressed with the price of the jeans.

The consumers gave more importance to the quality and finishing of the jeans.

The pencil fit for the ladies was alluring to the ladies in particular.

Consumers are shifting loyalty from favouring one brand to another. The consumers are

trying to buy something-different seeking variety each time and they are also interested in

buying the brand on sale.

Majority of consumers is only satisfied with the brand they are using at present. This may

give rise to higher probability of switching to the other brands, which give them better

satisfaction.

It is found that consumers are much exposed to TV commercials, followed by influences.

To certain extent direct selling did find influencing the consumers.

It is found that numbers of customers have shifted from one brand to another because of

Price fluctuation followed by quality.

It is found that numbers of respondents are product loyal rather than

brand loyal and dealer loyal.

It is found that the most of respondents are aged below 30.

It is found that the urban people prefer branded Products to that of semi-urban and rural.

It is found that the Brand switchers from other brands to JFX jeans have been increasing

day by day.

It is found that Quality plays an important role rather than price in switching from other

brands to JFX jean


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CONCLUSION

A Project study is done in JFX denim jeans. In the present world, trend is the most

important factor. Everyone wants to be in current now days. Not only the youngsters but old

people want to look good. Major portion of their income is spent on dresses; hence, it is been

taken for study to what extent JFX denim jeans are playing its role in meeting the rising

demand of the customer in jeans. People who live in the urban areas feel more comfortable in

wearing jeans. This is the brand that is more costumers oriented and goes with the right

quality, trend and comfort.


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RecommendationsAs per the requirements of academic study, a project on the topic Consumer

preference and Brand loyalty towards JFX denim jeans has been conducted to bring out the

quality of JFX denim jeans when compared to other brands in the market. And also to

measure the preference the consumers are giving to JFX denim jeans Products, and to what

extent the customers are aware of the products of JFX denim jeans.

The company has been successful in reaching the masses. It has produced quality

denim jeans keeping in mind the price. It at always aimed at serving the people by not only

providing them satisfaction but they always aim at providing consumer delight. It has always

fixed in its mind that the consumers are the king of the market.

The fabric and trims are sourced from the best places so that the customers may feel

that they live today, with the trend, quality and comfort.

The company is in initial stage and it has to cover a long journey to be a well known

brand. There are so many things to be kept in mind- the positive as well as the negative. With

good quality, trend, style as well as the price it will surely reach the top most position one

day.


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Suggestion

The company should increase sales of those brands of the jeans that are fast moving in the

market.

The colors should not be repeated. There should be variety of color so that consumers

have a large range of choice.

The company should produce goods in accordance with changes in tastes and preference

of consumers.

The company should reduce the consumers who switch from one brand to other brands.

All aged groups must be considered.

No doubt the companys advertisements are through TV commercials as it is the fastest

approach, but still when compared to others it has to still improve.

The company must see that their brands must be preferred by all areas not only urban, but

also sub- urban and rural.

As the quality plays an important role, the company must still improve its quality

maintenance.

The price must be reasonable so that all classes of people must wish to buy the product.

The color of the jeans should not run out.

More and more choices should be for the ladies jeans in terms of color and style.

More and more discounts should be given so that people are attracted towards the brand.


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QUESTIONNAIRE

Name:..

Address:

.

1) Monthly Income

10000 No Income

2) Age

Below 20 20 to 30 30 to 40 >40

3) Sex

Male Female

4) Do you wear jeans?

Yes No

5) Are you interested in Branded products?

Yes No

6) Which brand would you prefer?

Levis JFX jeans F- square

7) Sources Of Influence


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Friends Family others

8) Do you change Brand?

Yes No

9) Reasons for changing Brand?

Price Quality

10) Are you satisfied with JFX denim jeans?

Yes No

11) Were you aware of the brand JFX denim jeans?

Yes No

12) Reasons to prefer JFX denim jeans?

Price Quality Brand

13) Did you adapt for JFX denim jeans on first trial?

Yes No

14) How will u rate JFX jeans?

Qual Brand Qual & brand Price & qual

15) Are you satisfied with the outlets that are present in

Bangalore?

Yes No

16) Offers liked by you?

Discount offer free offer Festive offer


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17) From where did you come to know about JFX jeans?

Pamphlets Friends retailers

18) What changes do you want to see in the JFX jeans?

Color Fit Wash Style

19) Which fit do you prefer the most while selecting for

JFX jeans?

Straight fit Pencil fit Comfort Skin

20) Which color would you prefer the most?

Black Dark indigo Grey Blue


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BIBLIOGRAPHY

Philip Kotler : Principles of Marketing

Sonatakki : Market Management

S.A.Sherlekar, Reddy, Appannaiah : Marketing Management

R.S.N.Pillai and Bagavathi : Modern Marketing

Journals and Magazines

Indian Express

The Times of India

Business world

final jfx jeans & co

Documents