SURYA AGRO INDUSTRIES 2012

ACKNOWLEDGEMENT

A project is never the sole product of a person whose name has appeared on the cover. E v e n the b e s t e ffo r t m a y no t p ro v e s u c c e s s fu l w i t ho u t p ro p e r gu i d a nc e . F o r a go o d project one needs proper time, energy, efforts, patience, and knowledge. But without any guidance it remains unsuccessful. We have done this project with the best of our ability and hope that it will serve its purpose. To be or not to be is not anything which matters, how to be thankful is what really matters It was really a great learning experience and we are really thankful to our faculty, who not only helped us in the successful completion of this report but also spread his precious and valuable time in expanding our knowledge base. We wish to acknowledge our gratitude towards AIM Management College, our friends and all those persons who are responsible for the successful completion of this project.

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PREFACE

To start any business the success entirely depends on the marketing research done about the particular and the consumer attitude towards the product. Marketing research plays a vital role in a business to make it success. We have tried to put our best effort to complete this task on the basis of skill that we have achieved during our studies in the institute. We have tried to put our maximum effort to get the accurate statistical data. However we would appreciate if any mistakes are brought to us by the reader.

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EXECUTIVE SUMMARY
As customers taste and preferences are changing, the market scenario is also changing from time to time. Todays market scenario is very different from that of the market scenario before 1990. There have been many factors responsible for t h e c h a n g i n g m a r k e t s c e n a r i o . I t i s t h e c u s t o m e r s c h a n g i n g t a s t e s a n d preference, which has bought in a change in the market. Income level of the people has changed; life styles and social class of people have changed now t h a n t ha t o f o l d e n d a ys . T he re ha s b e e n a s hi f t i n t he m a rk e td e ma nd i n to d a y s wo rl d . T e c hno l o gy i s o ne o f t he m a j o r fa c to rs , wh i c h i s responsible for this paradigm shift in the market. In todays world shopping is not any more tiresome work rather its a pleasant outing phenomenon now. The study is based on a survey done on customers and retailers of a Surya. Surya is a masala brand available in the market, which came in to existence in Goa since 1989. It has almost 15 different types of masala in the market; our study is on determining the womens preference towards different brand of masala. The study will find out the current status of surya and determine where it stands in the current market. This market field survey will help us in knowing the present customers tastes and preferences. It will help in estimating the customers future needs and wants.

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INDEX

SR.no 1 2 3

CONTENT INTRODUCTION COMPANY PROFILE RESEARCH OBJECTIVE

PAGE No

RESEARCH METHODOLOGY

5 6

LIMITATIONS ANALYSIS AND INTERPREATATION SWOT ANALYSIS SUGGESTIONS CONCLUSION BIBLIOGRAPHY ANNEXURE

7 8 9 10 11

SURYA AGRO INDUSTRIES 2012

An Introduction to Indian Spices

Sophistication and subtle use of some herbs & spices characterize Indian food and Indian cuisine. These spices play a very important role in Indian cooking. If there are no spices, its not Indian food. We Indians have a habit of spicing up our food to make it more hot and tasty. Some of the spices are required for the aroma, some for flavour and some for complimenting other spices. Spices are defined as a strongly flavoured or aromatic substance of vegetable origin, obtained from tropical plants, commonly used as a condiment. Spices were once as precious as gold. India plays a very important role in the spice market of the world. In ancient times majority of the spices were produced in India and exported worldwide. It was then; the spices of India attracted people across the borders and forced them to come to India for Spice trade. Masala is a word very commonly used in Indian cooking and is simply the Hindi word for spice. So, whenever a combination of spices, herbs and other condiments are ground or blended together, it is called masala. The Indian spices can be categorized into three main categories: The basic spices Complimentary spices Aromatic or secondary spices The Basic spices: There are a few basic spices in Indian cuisine that go into most dishes. Often a very basic vegetable dish is made by adding cumin or mustard seeds and asafoetida in some hot ghee (clarified butter) or oil until they sizzle and pop. Then the vegetables are added and steamed.

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Complementary spices: Spices like fennel or nigella seeds are sometimes added along with some of the basic spices to add to flavours. These are used in combination with the basic spices and aromatics mentioned below according to the dish being prepared.

Fennel Seeds: Other Names: Saunf Although this is a basic Indian spice, it is not essential. It is mainly used in North Indian cuisine and posses digestive qualities. If you often visit Indian restaurants you will find these coated with coloured sugar and offered after meals as a mouth freshener. Fennel seeds are also often used to spice up teas and drinks. Fenugreek Seeds: Other Names: Methi, halba This spice, which is actually a lentil, is used throughout India for its distinctive flavor (it has a slight bitter taste) it gives the dish and for its wonderful healthful properties. Fenugreek is used in small quantities and is used throughout India both in North and South Indian Cooking. As a matter of fact, after turmeric, fenugreek seeds are the most medically useful item in an Indian kitchen. Nigella Seeds: Other Names: Kalonji, onion seeds, calonji, hasbasoda, ketza, black caraway Small black seed, sometimes called onion seeds, although they are not really seeds from onions. These are often used in North India to enhance vegetable dishes. Toasting the seeds briefly brings out the flavor.

SURYA AGRO INDUSTRIES 2012 Carom Seeds: Other Names: Ajwain These have a strong peppery-thyme flavor. This poppy seed like plant comes from the lovage plant. It is very popular in North Indian cooking. It is used in preparing many Indian vegetables and pulses.

Aromatics or Secondary Spices: To the above spices we would add chopped onions, tomatoes, herbs and any of the following secondary spices and create a curry. We go light with the Aromatics and added them in small quantities or in the form of garam masala.

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INTRODUCTION TO SURYA AGRO INDUSTRY From time immemorial. India has been famous for her quality spices. India is the biggest exporter of quality spices and spice products. India is called the Home of Spices. British, the East India Company initially came to India for trading in spices. Indian curry and other blends such as: chana masala, pavbhaji Masala, Smbhar Masala, etc. from various parts of India are acclaimed the world over by culinary experts. Additions of spices make curry and other preparation delicious.

Spices impart that rich flavor, aroma and taste to dishes, be it vegetarian or non vegetarian preparation. We at khedekars surya spices try to give this rich Indian tradition. Our Goa too has its own typical tradition masala blends. We started in 1989 in a small room of about 200Sq.ft. we started with the local market and now catering to whole of Goa. In near future we plan to enter the neighbouring konkan area from Maharashtra and Belgaum, Karwar from Karnataka.

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In spice power manufacturing were the first to introduce food grade laminated Polyester Poly packing on fully automatic Form, Fill and Seal machines way back in 1996 in Goa. Our gram mages range from 25 gm to 1 Kg. our specialty is, the spices are roasted in oil as is done in traditional way and are then pound (not ground) on pounding machines to retain that traditional taste, aroma and flavor in blended masala.

On Akshaytritiya of 2002 we shifted our activities to new premises at lush green Pisgal village in Priol in spacious well equipped manufacturing unit with all the facilities, in an area of 8000Sq.ft. We have our in house Quality Assurance facility required as per PFA and other food standards.

We are in the process of going for AGMARK graduation in near future. We at khedekars Surya Spices are very cautions in maintain consistency in quality, rich traditional taste, aroma and flavor. Due to consistent quality, taste flavors our spices powders are accepted in every household of Goa.

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We have our own delivery van for the distribution of our products. Subdistributors, wholesalers and retailers are spread all over Goa. Our products are available at various super stores, bazaar, self service counters, etc.

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PRODUCTS

Our products include: Chilli Powder Turmeric powder Coriander powder Jeera powder Pepper powder and White pepper powder Other products include: Mixed masala Garam masala Mutton/chicken masala Pickle masala Pav Bhaji Masala Sambhar masala Pulva / Biryani masala Chhole masala Kurma masala Different varieties papads

SURYA AGRO INDUSTRIES 2012

OBJECTIVE OF THE STUDY: To know the awareness of different brands in households. To study the preference of women towards the different spices available in the market.

To know the features looked by the consumers. To study the buying behaviour of women while purchasing spices.

To know the awareness and satisfaction level of women towards surya products. Are consumers satisfied with the quality and the variety of the spices available in the market?

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RESEARCH METHODOLOGY Technology and customers tastes and preferences play a vital role in todays generation. Research Methodology is a set of various methods to be followed to find out various informations regarding market strata of different products. Research Methodology is required for every industrial service industries for getting acquire knowledge of their products. PERIOD OF STUDY: This study has been carried out for a maximum period of 4 weeks. SAMPLE SIZE The sample was selected from the restricted area of Goa like Ponda, Mapusa, Panjim, Vasco, Margao. It was a non-probability based sampling based on convenience. The sample size was limited to 500 respondents because of limited available time. RESEARCH DESIGN Research design is purely and simply the framework plans for study that guides the collection and analysis of data. Primary Research This research is conducted in two phases. In the first phase the report is based on the results of a wide survey, that is, personal interview with the aid of printed questionnaires. Secondary Research The second phase of Research is conducted by Secondary Research using other Databases.

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METHODLOGY There are different methodologies in a research study. These are the following steps we will follow. Target population The target population for the study of Consumption pattern of spices is Consumers, from different economical & demographical backgrounds, which are using spices. Geographical coverage Vasco Margao Ponda Panjim Mapusa Sampling Sample unit: consumer using spices. Sample plan The selection of the samples is done following the two techniques, which are: SIMPLE RANDOM SAMPLING CONVENIENCE SAMPLING Sample size:Information is collected from a sample size of 500 customers (from Goa) respondents which include only females. Demographics of sample Gender: in the total sample size of 500 we will consider 500 females because spices are purchased by housewives only.

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DATA COLLECTION: D a ta i s c o l l e c te d fro m v a ri o u s c u s to m e rs th ro u gh p e r s o na l interaction. Specific questionnaire is prepared for collecting data. Data is collected with mere interaction and formal discussion with different respondents. TOOLS OF ANALYSIS: Research Design: The research work is exploratory in nature, and is meant to provide the basic information required by research objectives. It is a preliminary study based on primary data and the findings can be consolidated after a detailed conclusive study has been carried out.

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PRESENTATION AND ANALYSIS OF DATA

Q1: Do you use made spice or branded spices? MAPUSA

USES
2%

HOME MADE 52% 46% BRANDED BOTH

when women were asked which masala's do you use then 52% of women responded that they uses both the masala that is home- made and branded masala. 46% of women wish to use branded masala and only 2% of women uses home- made masala. Thus we can conclude that 1/2th of surveyed population in Mapusa uses both that is branded and home made masala.

MARGAO

USE
Here Almost 51% women use branded spice whereas 39% prefer both that is branded and home- made and only 10% women wish to use home- made masala. Thus, we can conclude that 1/2 of the population in Margao uses branded masala.
10% 39%
HOMEMADE BRANDED

51%

BOTH

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PANJIM
When women were asked which masala they prefer whether homemade, branded or both they replied that 48% of women uses both that is branded and home- made where as only 47% women desire to make use of branded masala and only 5% uses home- made masala. Thus from the above data we can observe that most consumers in Panjim prefer both that is branded and home- made masala.

USE
5% HOMEMADE 48% 47% BRANDED BOTH

PONDA

USE
2%

Vasco
HOMEMADE 42% 56% BRANDED BOTH

When women were asked which masala they prefer whether homemade, branded or both they replied that 56% of women uses both that is branded and home-made both, where as only 42% women desire to make use of branded masala and only 2% uses home- made masala. Thus from the above data we can observe that most consumers in Panjim prefer both that is branded and home- made masala.

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VASCO

Use

15%
HOMEMADE

52%

BRANDED

52% of women prefer home- made and branded masala whereas 33% women choose to use branded masala because of their busy life, and only 15% of women wish to use home- made masala rather than buying from outside because they can vary various parameters according to their taste and preferences. Thus we can say that both that is branded and home- made masala is popular in vasco city.

33%

BOTH

Thus from the above data we can conclude that majority of the surveyed population of 5 cities prefer to use both that is branded and home-made masala.

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Q2: Which spice brand you are aware of?

MAPUSA

BRAND AWARE
13% 37% 21% EVEREST MDH SURYA SUHANA 29%

When women were asked whether they are aware of different brand of masala, then 37% of women replied that they are aware of Everest masala. 29% Margao MDH and 21% of Surya and only13% women were aware of Suhana Thus we can say that 1/4th of population are aware of Everest masala.

MARGAO

Surya is the most popular branded spices in Margao city as 39% of women preferred it and after that Everest is 2nd popular brand of masala30%, then25% MDH masala is being preferred by women and only 6% of women are aware of Suhana brand. Thus 1/4th of women are aware of Surya masala in Margao.

BRAND AWARE
6% 30% 39% 25%
EVEREST MDH SURYA SUHANA

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PANJIM

BRAND AWARE
13% 18% 41%
EVEREST MDH SURYA SUHANA

When women were asked which brand of masala they are aware of 41% women responded that they were aware of Everest, whereas 28% women were aware of only MDH 18% of Surya products and only13% of women were aware of Suhana. So we can say that Everest and MDH has influence the peoples mind in Panjim city.

28%

PONDA

When women were asked which brand of masala they are aware of 30% women responded that they were aware of Everest and Surya products whereas 24% women were aware of only MDH and only 16% of women were aware of Suhana. So we can say that Everest and Surya has influence the peoples mind in Vasco Ponda.

BRAND AWARE
16% 30% 30% 24%
EVEREST MDH SURYA SUHANA

SURYA AGRO INDUSTRIES 2012

VASCO
From the above data we can see that 36% of women are aware of Everest, 28% are aware of Surya, 23% of women are aware of MDH and only 13% of women are aware of Suhana. We can conclude that 1/4th of population are aware of Everest masala.

BRAND AWARE
13% 36% 28% 23%
EVEREST MDH SURYA SUHANA

From the above data we can conclude that Everest has created its image in the minds of consumers in the entire surveyed city. City like Ponda and Margao Suryas product have created image in the minds of the consumers.

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Q3: which masala brand do you use? MAPUSA

From the data we can conclude that 51% of women make use of Everest, 26% of women prefer to Margao use MDH, 15% women uses Surya and only 3% women wish to use Suhana and remaining 5% use different masala brand like MTR, Badasha ,Omkar. Thus from the data we can observe that Everest and MDH is preferred in Mapusa.

BRAND USED
3% 5% EVEREST 15% 51% 26% MDH SURYA SUHANA OTHERS

MARGAO
From the data we can conclude that 37% of women prefer to use Surya, 29% of women make use of MDH, 23% women uses Everest and only 11% women wish to use Suhana.

BRAND USED
11% 23%
EVEREST MDH

Pa

Thus from the data we can observe that Surya is mostly preferred in Margao.

37%

SURYA

29%

SUHANA

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PANAJIM

Brand Used
10%
EVEREST

21%

41%

MDH SURYA SUHANA

Among the various players in the masala brand in market, Everest is the national leader as 41% of women desire to use Everest, 28% of women uses MDH and 21% uses Surya and only 10% of women uses Suhana. We can conclude that 1/4th of the surveyed population uses Everest.

28%

PONDA

BRAND USED
Among the various players in the masala brand in market, surya is the national leader as 40% of women desire to use Surya, 21% of women uses Everest 17% uses MDH 16% of women uses Suhana and only 6% prefers other Brands. From the above data we can say that1/4th of the surveyed population wish to use Surya.
6% 16% 21%
EVEREST MDH

17% 40%

SURYA SUHANA other

SURYA AGRO INDUSTRIES 2012

VASCO

Brand Used
12% 26% 23% 39%
EVEREST MDH SURYA SUHANA

Among the various players in the masala market, MDH occupy 39% of the share,26% is taken up by Everest, 23% women wish to use Surya and only 12% women wish to use Suhana. We can observe that MDH is ruling in Vasco.

We can conclude that most of the surveyed population uses Everest, MDH and Surya.

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Q4: Rate the following factors which influence your purchasing? MAPUSA

Chart Title
EVEREST 65% 62% SUHANA SURYA 55% MDH OYHERS 58%

14% 13% 5% 2% Price of the product

17% 15% 3% 2% Quality of the product

22% 14% 6% 2% Availabilty of the product Brand name of the company

22% 13% 5% 2%

Most of the respondent says that price, quality ,availability and brand name of the company plays a important role. From survey we found that 65% people in Mapusa are highly influenced by the Everest price. Quality wise 62% are influenced to buy Everest. 55 % are influenced towards Everest for the availability of the product where as 58 % are influenced towards Everest as per its brand image.

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MARGAO

INFLUENTIAL FACTOR
EVEREST SUHANA 44% 33% 36% 28% 14% 4% Price of the product 9% 0% Quality of the product 19% 26% 19% 12% 0% Availabilty of the product SURYA MDH 43% 36% 30% 16%19% 0% Brand name of the company OYHERS

12%

In Margao city we found that 36% people in are influenced by the Surya price followed by Everest 33%. Quality wise 44% are influenced to buy surya. 43 % are influenced towards surya for the availability of the product where as 36 % are influenced towards surya as per its brand image.

PANJIM

Inluential factor
EVEREST 62% 65% SUHANA SURYA 59% MDH OTHERS 62%

16% 11% 5% Price of the product

6%

13% 5% 11%6% Quality of the product

15% 15% 5% 6% Availabilty of the product Brand name of the company

12% 15% 5% 6%

In Panjim city we found that 62% people in are highly influenced by the Everest price. Quality wise 65% are influenced to buy Everest. 59% are influenced for the availability of the product where as 62% are influenced per its brand image.

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PONDA

INFLUENTIAL FACTOR
EVEREST 58% 47% 35% 50% 43% 36% 45% 40% SUHANA SURYA MDH OYHERS

5%

1% 1%

5%

4% 1%

5%

9% 0%

5%

10% 0%

Price of the product

Quality of the product

Availabilty of the product

Brand name of the company

In Ponda city we found that 58% women in are highly influenced by the Everest price. Quality wise 47% are influenced to buy Everest 43% by Surya. 50 % are influenced for the availability of Surya product where as 45 % women are influenced by brand name of the company that is Everest.

VASCO

INFLUENTIAL Factor
EVEREST 45% 31% 31% 25% 14% 8% 0% Price of the product 0% Quality of the product 31% 16% 7% 0% Availabilty of the product 0% Brand name of the company SUHANA SURYA MDH 41% 32% 20% 26% 21% 13% OYHERS

40%

In Vasco city we found that 31% people in are influenced by the Everest and Surya's price. Quality wise 45% are influenced to buy Everest. 41 % are influenced towards Everest for the availability of the product and 40 % are influenced towards as per its brand image.

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Q5: have you ever purchased spice brand looking at its packaging?

MAPUSA

PACKAGING

36% YES NO 64%

when we asked the women whether packaging plays a role 64% of women say that they get influence looking at packaging whereas 36% women responded that packaging doesn't influence them. Thus we can conclude that packaging does influence women preference when they buy masala.

MARGAO
when we asked the women whether packaging plays a role 38% of women say that they get influence looking at packaging whereas 62% women responded that packaging doesn't influence them. Thus we can conclude that packaging doesnt influence women preference when they buy masala.

PACKAGE

38%
Yes

62%

No

SURYA AGRO INDUSTRIES 2012

PANJIM

PACKAGE

33%
Yes No

when we asked the women whether packaging plays a role 33% of women say that they get influence looking at packaging whereas 67% women responded that packaging doesn't influence them. Thus we can conclude that packaging doesnt influence women preference when they buy masala.

67%

PONDA

when we asked the women whether packaging plays a role 36% of women say that they get influence looking at packaging whereas 64% women responded that packaging doesn't influence them. Thus we can conclude that packaging doesnt influence women preference when they buy masala.
64%

PACKAGE

36%

Yes No

SURYA AGRO INDUSTRIES 2012

VASCO
when we asked the women whether packaging plays a role 24% of women say that they get influence looking at packaging whereas 76% women responded that packaging doesn't influence them. Thus we can conclude that packaging doesnt influence women preference when they buy masala.

PACKAGE

24%
Yes No

76%

From the five cities surveyed majority of the women say that outer packaging doesnt influence them when they buy masala.

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Q6: which range of spice brand do you purchase?

MAPUSA

RANGE
7% 22% 25 GM 50 GM 38% 33% 100 GM 1 KG

38% Women prefer buying 100 gms pack because of economical. Next preferred packaging is 50 gms and 33% of women uses.22% of women prefer 25gms and only 7% women prefer to use 1 kg of masala. We can observe that one fourth of surveyed population prefer to use 100gms.

MARGAO

When womens were asked which range of product they use 44% of women responded that 100gms, 31% said that they purchase 50 gms,25%women wish to use 25 gms because of freshness and only 6% of women use 1kg of products. So we can conclude that 1/4th of the surveyed buy 100 gms
44%

RANGE
6% 19%

25 grm 50 grm 100 grm

31%

1 kg

SURYA AGRO INDUSTRIES 2012

PANJIM

RANGE
12% 26% 25 grm 50 grm 32% 30% 100 grm 1 kg

Most of the people uses all of the mentioned range of products, while 100 gms is preferred by 32% respondents and 12% prefer 1 kg and 30% wish to use 50 gms while 26% women uses 25 gms. We can say that one fourth of surveyed population uses 100 gms.

PONDA

RANGE
Most of the people uses all of the mentioned range of products, while 42% wish to use 50 gms ,100 gms is preferred by 33% respondents , 4% prefer 1 kg and 21% women uses 25 gms. vasco Thus we can conclude that 1/4th of surveyed population uses 100gms.
4% 21% 33%
25 grm 50 grm 100 grm

42%

1 kg

SURYA AGRO INDUSTRIES 2012

VASCO

RANGE
10% 13% 32%
25 grm 50 grm 100 grm 1 kg

In Vasco 45% of women desire to use 50 gms of masala, 32% uses 25 gms , 13% women wish to use 100 gms and only 10% prefer to use 1 kg of masala. Thus we can observe that majority of surveyed population in Vasco wish to use 50 gms.

45%

Thus we can conclude that majority of the surveyed population of 5 cities uses 100 gms masala packets.

SURYA AGRO INDUSTRIES 2012

Q7 What you look for the most when you buy spices? MAPUSA

Chart Title
17%

24%

TASTE PRICE QUALITY

31% 28%

When women were asked on what basis you will buy spice 31 %will look for quality, 28% will look for price, 24% will look for taste and 17% will glance towards different variety.

VARIETY

MARGAO

PREFERENCE
When women were asked on what basis you will buy spice 37% will look for taste, 26% will glance towards different variety, 18%will look for price and 19% will look for quality.

26%

37%

TASTE PRICE QUALITY

19% 18%

VARIETY

SURYA AGRO INDUSTRIES 2012

PANAJIM

PREFERENCE
In Panjim city women will first give their preference towards quality, 25% will look for taste, 24% will look for variety and only 17% will pay attention toward price.

24%

25%

TASTE PRICE QUALITY

17% 34%

VARIETY

PONDA

PREFERENCE
In Panjim city women will first give their preference towards QUALITY, 22% will look for taste, 20% will look for price and variety.
20% 22%

TASTE PRICE

20% 38%

QUALITY VARIETY

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VASCO

PREFERENCE

28%

30%

TASTE PRICE QUALITY

30% People preferred to buy spice on the basic taste, whereas both price and variety play a crucial role among 28% women, only 14% women look for quality. We can observe that taste play a crucial role in buying spice.

14% 28%

VARIETY

Thus we can conclude that women pay more attention towards quality and taste when they buy masala.

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Q8: Are you aware of Surya Spice? MAPUSA

Chart Title

41%

When women were asked whether they are aware of Surya products 41% responded that they were aware of Surya product and 59% were not aware.
YES NO

59%

Thus we can conclude that half of the surveyed population is not aware of Suryas product.

MARGAO
When women were asked whether they are aware of Surya products 70% responded that they were aware of Surya product and 30% were not aware. Thus we can conclude that more than of the surveyed population is aware of Suryas product 30%
Yes No

AWARE

70%

SURYA AGRO INDUSTRIES 2012

PANJIM

AWARE
3%

When women were asked whether they are aware of Surya products 97% responded that they were aware of Surya product and 3% were not aware.
YES NO

97%

Thus we can conclude that only 3% of population is not aware but we can say that almost everyone is aware of Suryas product.

PONDA
When women were asked whether they are aware of Surya products 94% responded that they were aware of Surya product and 6% were not aware. Thus we can conclude that only 3% of population is not aware but we can say that almost everyone is Vasco aware of Suryas product.

AWARE
6%
Yes No

94%

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VASCO

AWARE

35%
Yes No

When women were asked whether they are aware of Surya products 65% responded that they were aware of Surya product and 35% were not aware. Thus we can conclude that three fourth of population is aware of Suryas product.

65%

Thus we can say that majority of the surveyed population is aware of surya masala.

SURYA AGRO INDUSTRIES 2012

Q9: How do you come to know about surya product? MAPUSA

PRODUCT AWARNESS

29%

ADVERTISEMEN T FRIENDS

When women were asked from where they came to know about Suryas product 49% women responded that they came to know about the product from retail shop, 29% from advertisement and only 12% came to know from friends. Thus we can conclude that retail shop plays a crucial role when it comes to Surya product.

59%

12%

RETAIL

MARGAO

When women were asked from where they came to know about Suryas product 54% women responded that they came to know about the product from retail shop,29% from advertisement and only 17% came to know from friends. Thus we can say that 1/4th of the population came to know from retail shop. 54%

PRODUCT AWARNESS

29%

Advertisement Friends

17%

Retail shop

SURYA AGRO INDUSTRIES 2012

PANJIM PRODUCT AWARNESS

When women were asked from where they came to know about Suryas product 59% women responded that they came to know about the product from retail shop,8% from advertisement and only 33% came to know from friends. Thus we can say that 1/2 of the population came to know from retail shop.

8% 33% 59%

ADVERTISEMEN T FRIENDS RETAILS

PONDA

When women were asked from where they came to know about Suryas product 68% women responded that they came to know about the product from retail shop,21% from advertisement and only 11% came to know from friends. Thus we can say that more than 1/2 of the population came to know from retail shop.

PRODUCT AWARNESS
21%
Advertisement

11% 68%

Friends Retail shop

SURYA AGRO INDUSTRIES 2012

VASCO PRODUCT AWARNESS

When women were asked from where they came to know about Suryas product 66% women responded that they came to know about the product from retail shop, 19% from advertisement and only 15% came to know from friends. Thus we can say that three fourth of the population came to know from retail shop.

19%
Advertisement

15% 66%

Friends Retail shop

Thus we can conclude that retail shops play a crucial role when it comes to surya masala product awareness.

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Q10: Rate the satisfaction level of Surya Spice products based on the following features? MAPUSA

SATISFICATION LEVEL
Highly satisfied Satisfied 60% 40% 33% 20% 7% 0% PRICE 47% 27% 28% 28% 28% 20% 7% 0% QUALITY 13% 20% 7% 0% 11% 6% 33% 33% 27% 7% 0% 40% 33% 13% Normal Disatisfied Highly disatisfied

7% 7%

BRAND NAME

AVAILBILITY FLAVOURS OF PRODUCT OF PRODUCT

PACKGING

when women were asked about their satisfaction levels towards Surya product.40%of women were Highly satisfied towards price whereas 47% women were satisfied towards quality, 60% women were satisfied with the brand name of the company, 33% of the women felt that flavours are satisfied and 40% women felt that packaging of the product is good.

SURYA AGRO INDUSTRIES 2012

MARGAO

SATISFACTION Level
Highly satisfied 45% 30% 30% 30% 39% 33% 18% 6% 3% Price 0% 3% Quality 33% 15% 6% 6% Brand name 30% 33% 27% 24% 21% 24% 12%12% 9% 6% Availability of the product flavour fo the product Satisfied Normal Disatisfied Highly disatisfied 42% 27% 18% 6%6%

packaging

when women were asked about their satisfaction levels towards Surya product 30% of women were highly satisfied towards price whereas 45% women were satisfied towards quality, 39% women were satisfied with the brand name of the company , 27% women were satisfied with the availability of the product , 33% of the women felt that flavors are satisfied and 42% are satisfied with the packaging.

PANJIM

SATISFACTION LEVEL
highly satisfied 60% 40% 30% 15% 5% 0% Quality 15% 0% 5% 40% 40% 15% 0% 40% 25% 20% 15% 0% Availability of the product 30% 30% 20% 15% 5% flavour fo the product 35% 25% 20% 20% 0% packaging satisfied normal disatisfied highly disatisfied

25% 10%

Price

Brand name

when women were asked about their satisfaction levels towards Surya product 60% of women were highly satisfied towards price whereas 40% women were satisfied towards quality, 40% women were satisfied with the brand name of the company, 40% women were satisfied with the availability

SURYA AGRO INDUSTRIES 2012 of the product, 30% of the women felt that flavours are satisfied and 35% are satisfied with the packaging.

PONDA

SATISFACTION LEVEL
Highly satisfied Satisfied Normal 59% 41% 44% 46% 31% 31% 10% 0%0%
PRICE

Disatisfied

Highly disatisfied

46% 49% 36% 33%

44% 28% 26%

41%

18% 0%0%
QUALITY

3%0%
BRAND NAME

8% 0%0%
AVAILABILITY OF THE PRODUCT

5% 0%0%
FLAVOUR OF THE PRODUCT

3%0%
PACKAGING

when women were asked about their satisfaction levels towards Surya product 41% of women were satisfied towards price whereas 46% women were satisfied towards quality, 36% women were satisfied with the brand name of the company , 59% women were satisfied with the availability of the product , 49% of the women felt that flavours are satisfied and 44% are satisfied with the packaging.

SURYA AGRO INDUSTRIES 2012

VASCO

SATISFACTION LEVEL
Highly satisfied 55% 40% 25% 15% 5% 0% Price 30% 20% 10% 0% Quality 40% 25% 15% Satisfied Normal Disatisfied Highly disatisfied 55% 55%

35% 25% 35%

35% 25% 20% 10% 0% 0%0% flavour fo the product 0%0% packaging

20%

0% Brand name

5%

Availability of the product

when women were asked about their satisfaction levels towards Surya product 55% of women were satisfied towards price whereas 40% women were satisfied towards quality, 40% women were satisfied with the brand name of the company , 35% women were satisfied with the availability of the product , 55% of the women felt that flavors are satisfied and 55% are satisfied with the packaging.

SURYA AGRO INDUSTRIES 2012

SWOT ANALYSIS
STRENGTH

The SURYA Masala and instant mix are fresh, available in attractive poly pack and of best quality.

The company has a reputed name in the market. Easy availability of the products in most of the cities in the market. Good taste. The quality of the product, as well as its reasonable price. Good distribution channel all over the states.

WEAKNESS The products cant be stored for long time. Environment factor affect the raw materials and t h u s the final product may be affected. Surya sales its product just in Goa.

Very less spending on advertisement.

SURYA AGRO INDUSTRIES 2012

OPPORTUNITY

Expand their area of operation and give more variety in their product range. The market of packed spices is increasing day by day. By increasing advertising and introducing new products company can increase its sales. D i v e r s i fy t he i r f r a n c h i s i ng . b u s i ne s s in t he fo rm of

Increase production & expand their distribution area to capture national market.

4. Threats

Loose spices in market are major threat to industry. Stocking habits of consumers and not purchasing when needed also affects sales. Cutthroat competition in industry is also a threat. If they restrict their boundaries of operation then in long run it will affect its profitability.

SURYA AGRO INDUSTRIES 2012

CONCLUSION
In our survey we found that spice consumption is very popular in Goa. Gone those days when people did not have choice to make if they decided to buy something. Today the situation has changed. Todays market is much more consumer driven and the goods have to be manufactured according to the needs of the consumer if producers ought to make profit. Consumer has become the king and his needs bear the greatest importance. Today in this present scenario of cut throat competition evidenced by the advent globalization, the corporate world has learned very quickly that differentiating their products from that of their competitors is the prime importance. Most of the women uses Everest,MDH and Surya . And women preferred to buy 100 gms of masala packets. Majority of women were aware of surya products.

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RECOMMENDATIONS From the above findings and analysis, following recommendations could be drawn: Packaging of 100gms should be produced by the companies as it contains optimum quantity which is sufficient for a nuclear family of 3-4 people. As consumers are educated and well aware now a days, they are very health conscious and hence nutritional value, manufacturing and expiry date should be mentioned on the packaging very clearly. Companies should aggressively advertise coupled w i t h e f f e c t i v e s a l e s promotions for improving customer recall and brand image. Since Spices are majorly available in local retail shops, departmental stores and factory outlets, reaching the customer is easy. Hence differentiation in product is necessary by providing say more varieties like chat, Tea, Dal, Rasam, Tanduri chicken masala, etc so that more and more customers can be attracted. Good packaging, certification from food agencies, Expiry date etc. should be maintained to give customers a home -made taste and push him to buy from market rather than making at home

SURYA AGRO INDUSTRIES 2012

FIELD FINDINGS 1) Most of the people arent interested in filling the questionnaire. 2) Especially housewives showed little interest because they misunderstood us as salesperson.

3) Response from working women was comparatively good. 4) Since most of the women aged 40 and above are less educated hence sometimes we had to translate the questionnaire for them.

5) Ladies usually dont prefer giving their contact no. 6) Some housewives dont give their surnames also.

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BIBLIOGRAPHY Research methodology by-C.R. KOTHARI

http://mdhspices.com http://www.suhana.co.in/ http://www.everest.com/