Progress Report: Sl. No. Particulars
Progress Report: Sl. No. Particulars
Progress Report: Sl. No. Particulars
Date: 12-12-2018
Signature of the Candidate Signature of the College Guide
CHAPTER:-1
INTRODUCTION
INTRODUCTION
It is very truly said by someone that human needs and wants have no ends.
Everyday any new desires come to our minds and to fulfil them, most of the times
we indulge ourselves in buying and purchasing process in one or the other way. In
this process we exchange our money for goods and services, either for our personal
use or for the use of our family or friends.
In the same way we as consumers also take decisions about disposing of
used-up and worn-out goods and services. For a variety of reasons, the
study of consumer behaviour has developed as an important and separate branch
in marketing discipline. Scholars of marketing had observed that consumers did
not always behave as suggested by economic theory.
The size of the consumer market in all the developed and rapidly developing
economies of the world was extensive. A huge population of consumers was
spending large sums of money on goods and services. Besides this, consumer
preferences were shifting and becoming highly diversified. Even in case of
industrial markets, where the need for goods and services is generally more
homogenous, buyers „preferences were becoming diversified and they too were
exhibiting less predictable purchase behaviour.
Other important factors that contributed to the development of
consumer behaviour as a marketing discipline include shorter product life cycles,
increased environmental concerns, interest in consumer protection. Personal
factors also influence buyer behaviour. The important personal factors, which
influence buyer behaviours, are Age, Occupation, Income and Life Style.
In today's world, the customer‟s demand and the power of the retailers is
tremendously growing due to competitive environment and changing business. It is
vital to have a sustainable relationship with customers for the survival and success
of producers. Nowadays in the market a tremendous growth is experienced by the
food products and has become one of the leading industries in the world. In Indian
scenario too, the consumption and using of packaged food products have increased
rapidly.
In our country, annually 15-20% of market is reportedly growing.
Comparing to other products, demand for instant food products is driving the trend.
As consumer‟s awareness about their appearance and quality results in the
increasing demand of instant and packaged food products in the market.
Manufactures are likely to be aggressive to identify consumers‟ needs and
requirements across all categories. Customers purchase products based on their
preferences, needs and buying power. Media have an idea about how the customers
in this era can be targeted and they have the power to change their thinking way
through their emotions, wants, needs and demands.
Market researchers and organizations is conducting a plenty of studies and
they are spending billions of dollars to identify the factors that have an influence
on consumer‟s consumption. The customer's purchase decision is now becoming a
complex process. Consumer‟s behaviour, perceptions and attitudes determine their
purchase intentions. To evaluate and access a specific product, purchase behaviour
becomes a key point for consumers
Key to the success of any business organizations lies in the hands of
customers. Understanding their needs, wants and their buying behaviour
determines the organization success.
To predict the future trends, marketing personnel are analysing the
customers buying behaviour pattern. The term Consumer buying behaviour is
defined as the analysis of when, where, why, and how people purchase a product.
In ancient days‟ people don‟t prefer to buy packaged food products, as they know
the harmful effect of using these artificial but now the trend has changed.
Youth and adults in India are more concerned about their time and for that
they prefer to buy packaged food products. Consumer‟s consumption depends on
different attributes like Price, Quality, Brand name, Brand loyalty and Labelling.
All these attributes now become a new trend in the market. Currently, people are
falling for quality, branded and cheap priced products. Early day‟s price was the
only factor in the mind-set of people. But now, all these factors have a major role
in dominating the market.
The main purpose of this research is to have a better knowledge and
understanding of consumer buying behaviour towards food products purchasing
and what all are the factors influencing the consumers in purchasing kaippunya
food products
The Consumer behaviour reflects the totality of consumer decisions with respect to
the acquisition, consumption and disposition of goods, services etc. Buying behaviour
particularly involves collective responses of buyers for selecting, evaluating deciding and
post purchase behaviour. Buyers‟ behaviour is the study of the human response to
services and marketing of product and services. The study is an attempt to
understand different aspects of consumer behaviour on buying of packaged food
products. This study aims to identify the factors which are important while purchasing
packaged food products. The study also examines the relationship between the factors
brought out and factors like age, annual income, size of family, profession, education etc.
To find out is there any association between factor and buying behaviour of branded food
items. The Chi square test has been applied. It is concluded that Age and income of the
respondent„s effect their buying behaviour. It is suggested that Branded products must
be available at the local retail shop at low price and Campaign to educate
consumer regarding consumer right and Consumer forum must be expedited.
.
NEED FOR THE STUDY
The consumer behaviour plays an important role in marketing of fast moving consumer
goods. This behaviour is effected by various factors. In the present era of globalisation needs
and wants of consumers changes with time. The fast moving consumer goods sector
contributes a lot to the growth of India‟s GDP. Therefore it is necessary to identify the
changes in consumer buying behaviour towards kaipunya food products. The motive of this
paper is to identify the factors affecting consumer buying behaviour towards kaippunya food
products and finally effecting their decision making process.
CHAPTER-2
REVIEW OF LITERATURE
REVIEW OF LITERATURE
In Kotler and Armstrong (1997) concluded the consumer purchasing decisions take
place over a period of time. The overall goal during this decision process is to
evaluate various alternatives and choose product that satisfies the consumer in
an optimal way. Consumers get influenced by several major factors while
they make their decisions. These factors can be grouped as social, cultural,
psychological and personal factors
Schiffman and Kanuk (2000), defined, following are the main sources of
that influence on Attitude formation. The formation of consumer attitudes is
strongly influenced by personal experience, the influence of family members and
friends, direct marketing, and mass media. Direct experience refers the attitudes
towards the product formed by the directly consuming the product
Blackett and Robbins (2001) consistently said that the key drivers of
demand for products are awareness/familiarity, perceived quality, sales quality
and price. These tool drivers influence the perception of costumer in term of
decision making.
Svederberg, Eva (2001) revealed in their study that consumer„s choice of food
products is based on environmental issues as well as on issues concerning their
health. Their thinking on nutrition and health is based on whether the food product
was produced locally or not and on the list of ingredients. The study also found
that consumer„s understanding of packed food label information is low.
Pinya Silayoi, Mark Speece (2004) conducted an exploratory study on
packaging and purchase decisions and found visual package elements play a
major role, representing the product for many consumers, especially in low
involvement and when they are rushed. Most focus group participants say that they
use label information but they would like it if it is simplified.
Vasant P Gandhi and Abraham Koshy (2006) conducted a study to examine the
marketing of wheat in India, focusing on the private marketing system, the
marketing efficiency and quality. The study finds that the farmers now almost
invariably sell in the nearby primary market rather than to village traders,
indicating increasing awareness and mobility. The study finds that typically, the
market intermediaries provide hardly any special or value adding services or
development, in return for the commissions and margins, other than
conducting the transactions and making the payment. The farmers see
considerable scope for improvement in the marketing system. However, the
commission agent and traders seem relatively satisfied.
Pinya silayoi and Mark Speece (2007) conducted a study on the importance of
packaging design and the role of packaging as a vehicle for consumer
communication and branding. The study investigated the knowledge about
consumer psychology which was important for the manufacturers to
understand consumer response to their packages. The results of the study
gave some insights of consumer preferences for food packages in Bangkok
and Thailand, which are fair representatives of many markets in Asia, Where the
modern urban middle class is rapidly expanding.
Jabir Ali, Sanjeev kapoor, Jana Kiraman Moorthy (2010) conducted a study to
assess the consumer„s preferences for food and grocery products. A total of 101
households having sufficient purchasing power were surveyed. The preferences
of the consumers clearly indicated their priority for cleanliness/freshness of
food products followed by price, quality, variety, packaging and non-seasonal
availability. It was also found that most of the food and grocery items were
purchased in loose from the nearby outlets. Fruits and vegetables are mostly
purchased daily or twice a week due to their perishable nature, whereas
grocery items were less frequently purchased.
Sushil Kumar and Jabir Ali (2011) conducted a study for assessing consumer
awareness and usage of food labels and influences on food buying behaviour.
The results indicated that particular category of information was used more
by the consumers while purchasing packaged food products. Differences
across various socio-economic groups were also significant in many cases. The
results had very strong implications for regulatory authorities as well as food
companies.
STATEMENT OF PROBLEM
For Selling of any product, there is a need to build relationship with customer. For
building a relationship there is need for knowing the customer behavior and how will be
they satisfied? This project is undertaken to know the customer behavior & satisfaction
level for kaippunya food products in kollam district ( kerala state). Also through this
project get awareness that which factors affect on the selling of food products mainly in
the rural area.
OBJECTIVE OF THE STUDY
gender, income
To study whether customers are satisfied with products and services or not?
HYPOTHESES
Since the performance evaluation of the study area is unknown the research
has decided to follow sampling technique for the present research work. There are
4 respondent are selected for the study using convenient sampling technique The
sample size is decided after considering the financial position and time factor.
DATA ANALYSIS
Primary data and secondary data which were collected are clearly compiled,
classified and explained trough flowcharts, diagrams and illustrations, tables and
graphs to come to conclusions. Interferences are drawn from the findings & by
those findings suggestions have been presented.
The tools used for data analysis are as follows:
Tables
Diagrams
Pyramid charts
LIMITATIONS
Research is always subject to inherent limitations. Following are the
limitation of the study,
There is a constraint with regard to time allocated for the research study.
Not all customers were interviewed for the study. sample size is relatively less
CHAPTER: 3
PROFILE OF THE SELECTED ORGANIZATION
PROFILE OF CONCERNED ORGANIZATION
.
Kaippunya” is the popular Food Products, SSI unit started in August, 1999,
is an Agmark approved company having own manufacturing, grading, packing and
marketing set up for various Food Products, such as Spices, Dry Fruits, Curry
Powders, Rice Products, Wheat products, Instant foods and other Edible products.
Kaippunya Food Products believe not in meeting quality standards, but in surpassing them, and
setting higher standards.
Excellence in every step of Inventory Control, Production, Quality Checking and
Delivery has been their hallmark for years. They are constantly on the lookout for improvements
in production and technology. As a part of this, they have devised ambitious growth plans to
venture out to new product lines. Their excellence in production is efficiently backed up by a
large network of dealers and distributors, ensuring ready availability of products anywhere.
As claimed by the company, their products are in the rare event of being found defective,
or damaged by accident, will be replaced from where it has been purchased. The taste and
flavour of our products are standard.
Some of their technologies are from the Central Food & Technology
Research Institute, Mysore. Besides, the combination of the curry powder and
allied products are developed by their own R&D wing. There is ample scope for
the demand growth of these products as these are everyday household consumer
items.
They are also doing Masala trading into the field of pure spice powders like
Turmeric, Chilli, Coriander powders, and Mutton, Chicken Masalas etc.
PRODUCTION
Kaippunya products are 100% natural, made from pure ingredients, free
from Chemicals, Colouring and Flavouring agents, additives and preservatives.
They use latest virgin packaging materials and latest technology and machinery so
as to retain freshness, purity, traditional aroma and flavour of the products. They
use modern technology to clean their products through machines.
Though the company has started with a very humble beginning, every year
they are concentrating on infrastructure development. During the years 2008-09 to
2010-2011 the unit has invested a huge sum for infrastructure development.
Due to the major expansion programs undertaken, their production and sales have
been increased considerably and have added more products to their range. The
current range of products consists of more than 120 items.They have achieved
enviable growth rates during the last three years.
They have a large customer network mainly through Kerala State Civil Supplies
Corporation (SUPPLYCO) and Kerala State Consumer Co-operative Federation
Ltd (CONSUMER FED) and the open general market. They regularly supply
goods to more than 1300 SUPPLYCO outlets throughout Kerala.
Power Connection
They have AGMARK approval since 2001 and having own well equipped,
approved laboratory and trained Chemist assisted by food technology graduates for
the analysis of each and every lot. The workers are also well trained for the
maintenance of quality and purity of the products. In addition to their own analysis,
most of their products are tested and certified by CFRD, Kollam. They are also in
the process of getting ISO certification for their unit. The Chemist –Cum-General
Manager, Mr. M.Suresh Babu has successfully completed the training programme
on ISO 22000 -2005 (Food Safety Management System) conducted by Council for
Food Research and Development, Kerala during 28.1.2010 to 30.1.2010 at
Supplyco Head Office, Cochin. Kaippunya Food Products believes in quality and
customer satisfaction rather than price.
Nature of Management
Smt. S.Suja, Pournami, Aylara, Kollam is the promoter of the unit. She has been
running the unit successfully for the last 14 years. She is aged 43 years and is
having more than 17 year's experience in production of food products. The Unit is
ably managed by Mr. Shaji Lal, Managing Director, assisted by the General
Manager and team of managers and staff in various departments.
Employee benefit
The employees are covered by EPF, ESI and Kerala Shops & Establishment
Workers‟ welfare Fund.
Labour Welfare
The company is providing food, accommodation and uniform for their employees.
They celebrate all festivals irrespective of religion and also conduct occasional
leisure tour program for their employees.
Training
The Managing Director and General Manager regularly attend the training
programs conducted by MSME, CFTRI, DIC and Kerala State Civil Supplies
Corp.
Pollution Control
Their unit is eco-friendly and is not a polluting one. The solid wastes are disposed
of by burning in pits. The Unit has been certified by the Kerala State Pollution
Control Board.
Safety Measures
They have installed fire extinguishers at various locations in the factory premises
and the workers are provided with masks and gloves to off beat any bad effect due
to regular exposure to spices. They also keep medicine kit to meet any first aid
treatment.
CHAPTER: 4
PERFORMANCE EVALUATION
CONSUMER BUYING BEHAVIOUR
Consumer buying behavior is a decision process as well as an attitude of the
people involved in purchasing and using products. Consumers make purchase
decisions for buying small as well as large products. After recognizing a need or a
want, consumers begin searching for products or services that fit their
requirements.
Their decision depends upon many criteria. However, consumer purchases have
happened much before their actual purchase. Marketing plays an important role in
this.
Marketing & Advertising have a strong positive impact on buying behaviour
of consumers, and they directly influence consumer buying a product from a
company that she/he is well aware of. In ancient days, consumers were not
bothered about the attributes before buying a product. But there comes a
tremendous change in the consumer buying behaviour of the 21st Century.
Consumer purchase decision has now become a complicated process and is
related to the attitude, perceptions and behaviour of consumers. Consumers
considered purchase behaviour as a key point to access and evaluate specific
product. Ghosh state that, to predict buying behaviour of consumers purchase
intention is an effective tool.
Due to the influence of price, quality and value there is a possibility for
changing purchase intention. Gogoi state that, during the buying process
consumers are influenced by external as well as internal motivations. Kotler &
Armstrong & Kawa et al talks about the six stages which are: knowledge,
awareness, preference, interest, persuasion and purchase that researchers have
proposed before planning or deciding to buy the product. Gogoi (2013) states that,
Customers have an intuition that products that are little known, low cost, and
simple packaging have a high chance of risk because the quality and value of these
products is not trustable.
Level of Satisfaction
Highly Dissatisfie Satisfie Highly Total (%)
d Neutral d
Dissatisfied Satisfied
Gend Male 12 22 22 42 20 118 (46%)
er Femal
e 9 24 51 41 12 137 (54%)
73 83
Total 21 (8%) 46 (18%) (29%) (33%) 32 (12%) 255 (100%)
Sources: Primary
data
the female buyers are Neither Satisfied nor dissatisfied. The following table 2 shows that that
chi
– square test for test relationship between the genders with respect to level of satisfaction of
consumers.
CHI-SQUARE TESTS
Asymp. Sig. (2-
Value Df sided)
Pearson Chi-
a
Square 12.703 4 0.013
From the above table.1a shows that chi- square test at 5% level of significance p-value is
less than the 0.05. So, null hypothesis is rejected. Hence, there is significant difference
between Genders of the respondents with respect to the factors of consumer level of
satisfaction of Kaippunya Masala.
TABLE: 2
THE TABLE SHOWS THAT MARITAL STATUS WISE LEVEL OF SATISFACTION
Level of Satisfaction
Highly Dissatisfie Neutra Satisfie Highly Total (%)
d l d
Dissatisfied Satisfied
Marital Married 3 27 27 33 10 100 (39%)
Status Unmarr
ied 18 19 46 50 22 155 (61%)
73 83
Total 21 (8%) 46 (18%) (29%) (33%) 32 (12%) 255 (100%)
Sources: Primary data
It is evident from the above table. 2 shows that out of 255 of the respondents, 100
respondents are married buyer of masala products and 155 of the respondents are unmarried
buyer of themasala products. Hence, the majority of the unmarried respondents are satisfied
the Kaippunya masala products. The following table.4 is explaining the chi square test to
find the satisfaction level of between married and unmarried buyer.
CHI-SQUARE TESTS
Asymp. Sig. (2-
Value Df sided)
Pearson Chi-
a
Square 13.813 4 0.008
From the above table.2a shows that chi- square test at 5% level of significance p-value is
less than the 0.05. So, null hypothesis is rejected. Hence, there is significant difference
between marital statuses of the respondents with respect to consumer level of satisfaction of
Kaippunya Masala.
TABLE: 3
THE TABLE SHOWS THAT AGE GROUP WISE LEVEL OF SATISFACTION
Level of Satisfaction
Highly Neutra Satisfie Highly Total (%)
Dissatisfied l d
Dissatisfied Satisfied
Below 20 4
Years 5 4 16 16 6 7 (18%)
20-30 Years 14 27 41 45 20 147 (58%)
Age 3
Grou 30-40 Years 0 13 8 15 2 8 (15%)
p
40-50 Years 2 0 6 4 4 16 (6%)
Above 50
Years 0 2 2 3 0 7 (3%)
2
73 83 5 (100%
Total 21 (8%) 46 (18%) (29%) (33%) 32 (12%) 5 )
Sources: Primary data
From the above table.3 clear that out of 255 of the respondents, 47 of the respondents are
below 20 years of the age group, 147 of the respondents are 20 – 30 years of the age
group, 38 of the respondents are 30 – 40 years of the age group, 16 of the respondents are
40 – 50 years of the age group and 7 of the respondents are above 50 years of the age
group buyer of the Kaippunya masala products. Hence, the majority of the respondents
are satisfied with the age group of 20 to 30 year of the Kaippunya masala products. The
following table.3a shows that the chi – square rest result of age group of the respondents.
CHI-SQUARE TESTS
Value Df Asymp. Sig. (2-sided)
Pearson Chi-
a
Square 23.461 16 0.102
It is inferred that from the above table.3a shows that chi- square test at 5% level of
significance p-value is less than the 0.05. So, null hypothesis is rejected. Hence, there is
significant difference between age group of the respondents with respect to consumer
level of satisfaction of Kaippunya Masala.
TABLE: 4
THE TABLE SHOWS THAT INCOME WISE LEVEL OF SATISFACTION
Level of Satisfaction
Highly Dissatisf Neutra Satisfi Highly Total (%)
ied l ed
Dissatisfied Satisfied
Below Rs 5000 2 8 19 12 3 44 (17%)
Monthl Rs 5000-Rs 8000 6 20 21 22 6 75 (29%)
y
Rs 8000- Rs 11000 5 5 6 11 6 33 (13%)
Income Rs 11000-Rs
14000 6 8 8 18 16 56 (22%)
Above Rs 14000 2 5 19 20 1 47 (18%)
73 83 25 (100%
Total 21 (8%) 46 (18%) (29%) (33%) 32 (12%) 5 )
It is inferred from the above table. 4 that out of 255 respondents, 44 of the respondent are earn
below Rs. 5000 per month, 75 of the respondents are earn Rs. 5000 to 8000 per month, 33 of
the respondents are earn Rs. 8000 to 11000 per month, 56 respondents are earning Rs. 11000
to 14000 and 47 respondents are earning above Rs. 14000 per month. Hence, the majority of
the respondents are satisfied with earning group of Rs. 5000 to 8000 per month. The following
table shows the chi – square test result with regarding monthly income of the respondents.
CHI-SQUARE TESTS
Asymp. Sig. (2-
Value Df sided)
a
Pearson Chi-Square 40.731 16 0.001
It is evident that from the above table.4a shows that chi- square test at 5% level of significance
p-value is less than the 0.05. Hence, there is significant difference between monthly incomes
of the respondents with respect to consumer level of satisfaction of Kaippunya Masala.
TABLE: 5
THE TABLE SHOWS THAT TYPES OF MASALA WISE LEVEL OF SATISFACTION
Level of Satisfaction
Total
Highly Dissatisf Neutra Satisfi Highly (%)
Dissatisfi ied l ed
ed Satisfied
5 (22
Vegetarian 6 7 22 16 4 5 %)
Non- 7 (28
Types of Vegetarian 8 13 18 22 11 2 %)
Masala 7 (28
Using Both 6 11 18 27 9 1 %)
5 (22
Others 1 15 15 18 8 7 %)
2
73 83 5 (100
Total 21 (8%) 46 (18%) (29%) (33%) 32 (12%) 5 %)
It is clear from the above table.5 shows that out of 255 respondents, 55 respondents
are using vegetarian masala, 72 respondents are using non-vegetarian masala, 71
respondents are using both vegetarian and non-vegetarian masala and 57 respondents
are using other types of masala item. Hence, the majority of the respondents are
satisfied with both vegetarian and non-vegetarian masala of Kaippunya masala
products.
TABLE: 6
THE TABLE SHOWS THAT INFLUENCE FACTORS WISE LEVEL OF
SATISFACTION
Level of Satisfaction
Highly Dissatisf Satisfie Highly Total (%)
ied Neutral d
Dissatisfied Satisfied
Family 6
Member 5 12 24 18 2 1 (24%)
4
Factors Friends 3 16 12 9 5 5 (18%)
Influence Advertisem 6
to Buy ent 5 6 18 29 9 7 (26%)
Masala 3
Relatives 6 2 10 6 9 3 (13%)
4
Others 2 10 9 21 7 9 (19%)
2
73 83 5
Total 21 (8%) 46 (18%) (29%) (33%) 32 (12%) 5 (100%)
Sources: Primary data
It is inferred from the above table. 6 that out of 255 respondents, 61 respondents are
influenced by the family members for use the Kaippunya masala, 45 respondents are
influenced by the friends for use the Kaippunya masala, 67 respondents are influenced by
the advertisement for use the Kaippunya masala, 33 respondents are influenced by the
relatives for use the Kaippunya masala and 49 respondents are influenced by others for use
the Kaippunya masala. Hence, the majority of the respondents are satisfied through the
advertisement for buy the Kaippunya masala.
TABLE: 7
THE TABLE SHOWS THAT FAMILY MEMBERS WISE QUANTITY OF PURCHASE
Quantity of
Purchase
Total
Above 1
20g 50g 100g 250g 500g (%)
Kg
Below 2
Members 3 4 0 9 4 0 20
3 Members 3 1 5 5 12 4 30
Family 4 Members 6 14 19 14 4 3 60
Membe
rs 5 Members 2 22 21 22 9 5 81
6 and Above
3 8 16 21 9 7 64
Members
Total 17 49 61 71 38 19 255
Sources: Primary data
It is clear from the above table.7 that out of 255 respondents, 20 respondents are purchase
of below 2 members in their family, 30 respondents are purchase of 3 members in their
family, 60 respondents are purchase of 4 members in their family, 81 respondents are
purchase of 5
members in their family and 64 respondents are purchase of 6 and above members in
their family. Hence, the majority of the respondents are purchase belong the 5
members in their family with the purchase quantity of 50g and 250g of Kaippunya
masala products.
TABLE: 8
THE TABLE SHOWS THAT PLACE OF PURCHASE WISE LEVEL OF
SATISFACTION
Level of Satisfaction
Highly Dissatisfi Satisfi Highly Total (%)
ed Neutral ed
Dissatisfied Satisfied
Whole sale stores 2 1 1 8 5 17
Retailer Stores 4 9 16 23 11 63
Place of
Convenience shop 2 16 12 7 12 49
Purchase Departmental
stores 12 17 34 37 4 104
Others 1 3 10 8 0 22
73 83
Total 21 (8%) 46 (18%) (29%) (33%) 32 (12%) 255 (100%)
Sources: Primary data
It is evident from the above table. 8 that out of 255 respondents, 17 respondents are
purchase from the whole sale stores, 63 respondents are purchase from the retailer
stores, 49 respondents are purchase from the convenient nearest shops, 104 respondents
are purchase from the departmental stores and 22 respondents are purchase from the
others stores. Hence, the majority of the respondents are satisfied for purchase from the
departmental stores.
EXTENT OF CONSUMER AWARENESS OF INSTANT FOOD
PRODUCTS IN THE SELECTED AREA
Consumer awareness about various instant products
Table 4.3. shows the consumer awareness about various instant
products. Among the breakfast foods, the highest percentage of awareness
was observed in atta i.e., 70.67 per cent. 63.67 per cent was observed in
noodles, the next places were occupied by dosa mix and idli mix with 48.33
per cent and 41.00 per cent respectively. 35.67 per cent of the consumers
were aware of pasta. 33.33 per cent and 28.33 per cent of the consumers
were about vada mix and upma mix respectively.
Among the main courses, pickles occupied the first position with
90.00 per cent of the respondents being aware. Sambar/Rasam powder
occupied the next position with 74.33 per cent respondents being aware.
41.67 per cent of the consumers were aware of instant biryani mix and
32.67 per cent of consumers were aware of instant curry mixes.
Table 4.3 also shows the consumer awareness levels about snacks. Majority
of the consumers i.e., 65.67 per cent are aware of gulab jamun and other
sweet mixes. 64.67 per cent of consumers are aware of papads and fryums.
53.33 per cent of consumers are aware of macaroni, 46.33 per cent of the
consumers were aware about popcorn, 44 per cent of the consumers were
aware of cake mix, 37.33 per cent of the consumers were aware of french
fries/sledges, 36.67 per cent were aware about nuggets, 26.67 per cent of
the consumers were aware of sausages and 18.33 per cent of consumers
were aware of cutlets and kebabs.
Table 4.3. Consumer awareness about various instant food products.
Product Awareness level Level of awareness
(No. of
Category Types of Products respondents) in per cent terms
Idli mix 123 41.00
Dosa mix 145 48.33
Vada mix 100 33.33
Breakfast Upma mix 85 28.33
Products Noodles 191 63.67
Pasta 107 35.67
Atta 212 70.67
Chapaties/Parathas 32 10.67
Instant biryani mix 125 41.67
Main Instant curry mixes 98 32.67
Sambar /Rasam
courses powder 223 74.33
Pickles 270 90.00
Pop corn 139 46.33
Macaroni 160 53.33
French Fries/Sledges 112 37.33
Nuggets (Veg/Non-
Veg) 110 36.67
Snacks Cutlets and Kebabs
(Veg/Non-Veg) 55 18.33
Gulab jamun mix
and
other sweet mixes 197 65.67
Cake mix 132 44.00
Papads & Fryums 194 64.67
Sausages 80 26.67
Consumer awareness about various brands
Table 4.4 shows the consumer awareness about various brands existing in
the market. Majority of the consumers i.e., 93.33 per cent are aware about
Maggie, followed by Bambino with 90 per cent awareness amongst the
consumers. 86.67 per cent of the consumers are aware of Aashirwad, 82 per
cent are aware of Priya brand. 70 per cent of consumers are aware of MTR,
68.33 per cent of the consumers are aware of Everest brand, 60 per cent of
the consumers are aware of Top Ramen, 56 per cent of the consumers are
aware of Swastik, 54.33 per cent are aware of Knorr, 46.67 per cent are
aware of Ruchi, 36.33 per cent are aware of Chings, 30 per cent of the
consumers are aware of Yippie26.67 per cent are aware of Iyengar
Awareness level
Awareness per
Sl.No Brands of Products (No. of respondents) cent
1 MTR 210 70.00
2 Ruchi 140 46.67
3 Aashirwaad 260 86.67
4 Top Ramen 180 60.00
5 Yippie 90 30.00
6 Swastik 168 56.00
7 Wai wai 25 8.33
8 Maggie 280 93.33
9 Priya 246 82.00
10 Bambino 270 90.00
11 Everest 205 68.33
12 Iyengar 80 26.67
13 Mccain 50 16.67
14 Knorr 163 54.33
15 Chings 109 36.33
Source of information about instant food products
Table 4.5 shows the various sources of information to respondents about
instant foods. Mass media advertisements occupy the first position with a
mean score of 66.42 and first rank. Print media advertisements occupy the
second rank with a mean score of 50.08, demonstrations occupy the third
rank with mean score 46.75, retailers display comes next to demonstrations
with a mean score of 39.83 and fourth rank. Consumers have given
friends/relatives fifth rank with a mean score of 38.50, sponsorship
programs are given 6th rank with a mean score of 38.25. Public campaigns
have been given seventh rank with a mean score of 36.25. Tents/taste
samples get the eighth rank with a mean score of 35.08 followed by free
samples with a mean score of 31.08 and ninth rank.
4 Friends/Relatives 38.50 V
1 < 2% 30 10.00
2 2-5% 39 13.00
3 5-10% 43 14.33
4 10-15 % 96 32.00
5 15-25% 92 30.67
Influencers of purchase decision.
Table 4.7 shows the list of various influencers on purchase decision
made by the consumers in buying instant foods belonging to different
categories- breakfast, main course and snacks. Among the breakfast foods,
39 i.e., 13 per cent get influenced by parents, 176 i.e., 58.67 per cent get
influenced by their children. 40 i.e., 13.3 per cent of the consumers decision
on instant breakfast foods is made by the influence of friends/relatives/peer
group and neighbours. 25 i.e., 8.33 per cent of the respondents get
influenced by shopkeepers and 20 i.e., 6.6.7 per cent of the respondents get
influenced by the promotional staff of the company.
Among the main course, 51(17 per cent) of the respondents get
influenced by parents, 138(46 per cent) of the respondents get influenced by
their children, 84(28.00) get influenced by friends/relatives/peer
group/relatives. 22(7.33 per cent) of the respondents get influenced by the
shopkeepers and 5(1.67 per cent) respondents get influenced by the
promotional staff of company.
Breakfas Main
Sl.No. Influencers t course Snacks
Friends/relatives/peergroup/neighb
3 ours 40(13.33) 84(28.00) 53(17.67)
Packaging, price, availability, taste, etc., effectiveness of media has bearing an awareness of
the consumer. Kaippunya Masala products having effective marketing in all places, because
most of them accepted the product in quality as well as in tasty and price is low, this project
entitled that consumer satisfaction of Kaippunya Masala Products in KOLLAMDistrict. The
overall analysis of the study indicates that at presents so many varieties of products available
even the consumer were satisfied product. So, most of them likely to buy the Kaippunya
Masala product and they prepare the foods in easy manner, because save the time and also
getting the tasty foods in very short time.
FINDINGS
The majority of the female buyers is Neither Satisfied nor dissatisfied.
The majority of the unmarried respondents are satisfied the Kaippunya masala products.
The majority of the respondents are satisfied with the age group of 20 to 30 year of the
Kaippunya masala products The majority of the respondents are satisfied in the earning
group of Rs.5000 to 8000 per month.
The majority of the respondents are satisfied of both vegetarian and non-vegetarian
masala.
The majority of the respondents are satisfied influenced through the advertisement for
buy the Kaippunya masala.
The majority of the respondents are purchase belong 5 members in their family with the
purchase quantity of 50g and 250g of Kaippunya masala products.
The majority of the respondents are satisfied for purchase from the departmental stores.
The following suggestions are prepared on the basis of findings on analysis.
To supply small size packs for every day purpose to attract the women buyer will reach
people easily.
The present advertisement covered is effectively in the city area so the company may
consider this to promote the market size in rural areas available in all shops.
The company may consider providing the fully natural based Masala products.
Kaippunya Masala Product at present so many varieties available. But, they do not
have consumer awareness about Masala products so, if they offer awareness to their
consumer manufacturer will obtain more consumers.
SUGGESTIONS
The section tries to present certain suggestions obtained after the analysis
of the study. The suggestions emerged from the observations made on the
performance positions taken for the study.
1) A proper survey of the market and the tastes and needs of the consumers of
various age groups should be done in order to focus on the product development
and marketing.
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