A

SUMMER TRAINING REPORT

ON
CUSTOMER‘S ATTITUDE TOWARDS
UNIVERSAL TRIBES
SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT
OF
BACHELOR OF BUSINESS ADMINISTRATION
(2019-2022)

UNDER THE GUIDANCE OF SUBMITTED BY

MS. AASTHA CHHATWAL ARJUN VERMA
(ASSISTANT PROFFESOR) ENROLLMENT NO. –
06135101719
[5th SEMESTER]

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 MANAGEMENT EDUCATION AND RESEARCH INSTITUTE
AFFILIATED TO GURU GOVIND SINGH INDRAPRASTHA
UNIVERSITY, JANAKPURI, NEW DELHI

DECLARATION

I, Arjun Verma hereby declare that the project work entitled “Customer’s attitude towards:
Universal Tribe”, submitted to Management Education & Research Institute, New Delhi, is a record of
an original work done by me under the guidance of Ms. Aastha Chhatwal, Faculty, MERI, New Delhi,
and this project work has not performed the basis for the award of any degree or diploma and similar
project if any.

Place: Arjun Verma

Date: 06135101719

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COMPANY’S CERTIFICATE

3
FORM - C

4
DECLARATION

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This is to certified that the project titled “Customer’s attitude towards: Universal Tribe”
submitted by Arjun Verma to Management Education & Research Institute in Partial
fulfillment of requirement for the award of the BBA. Degree in an original piece of work
carried out under my guidance and may be submitted for evaluation.

The assistance rendered during the study has been duly acknowledged.

No part of this has ever been submitted for any other degree.

Place: Ms. Aastha Chhatwal

Date: (Faculty Guide)

ACKNOWLEDGEMENT

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As I write this acknowledgement, I must mention that this is not just a formal
acknowledgement but also a sincere note of thanks and also regard from my side. I feel a deep
sense of gratitude and affection for those who helped and guided me in this project.

It gives me an immense pleasure to express my gratitude to Ms. Aastha Chhatwal, Asst.

Professor Management Education & Research Institute for sharing his expertise and providing
valuable guidance from time to time. She played pioneer role in the completion of my project
and kept an anxious eye on my work. She guided me so that I track on the right path.

I also owe my thanks to all other staff members of MERI College who helped me in my
research work.

In the end, I dedicate this effort of mine to those persons who are light of our life: my family
and my friends who have been behind every successful endeavor in my life.

Arjun Verma

(BBA 5th Sem)

ENROLLMENT NO. . 06135101719

TABLE OF CONTENTS

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 S.no. CONTENTS PAGE NO.

1 STUDENT DECLARATION

2 COMPANY CERTIFICATE

3
FORM - C

4
STUDENT CERTIFICATE

5 ACKNOWLEDGEMENT

Chapter 1 INTRODUCTION 9-17

Chapter 2 REVIEW OF LITERATURE 18-27

Chapter 3 RESEARCH METHODOLOGY 28-31

Chapter 4 DATA REDUCTION, PRESENTATION & ANALYSIS 32-42

Chapter 5 DATA INTERPRETATION 43-44

Chapter 6 CONCLUSION AND SUGGESTION 45-46

LIMITATIONS OF THE STUDY 47

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BIBLIOGRAPHY 48

ANNEXURE 49

QUESTIONNAIRE 50-51

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CHAPTER-1

INTRODUCTION

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1.1 INTRODUCTION OF TOPIC

Consumer attitude may be defined as a feeling of favorableness or un-favorableness that an

individual has towards an object. As we, all know that an individual with a positive attitude is
more likely to buy a product and this results in the possibility of liking or disliking a product.

Consumer attitude basically comprises of beliefs towards, feelings towards and behavioral
intentions towards some objects.

Belief plays a vital role for consumers because, it can be either positive or negative towards an
object. For example, some may say tea is good and relieves tension, others may say too much
of tea is not good for health. Human beliefs are not accurate and can change according to
situations.

Consumers have certain specific feelings towards some products or brands. Sometimes these

feelings are based on certain beliefs and sometimes they are not. For example, an individual
feels uneasy when he thinks about cheese burst pizza, because of the tremendous amount of
cheese or fat it has.

Behavioral intentions show the plans of consumers with respect to the products. This is
sometimes a logical result of beliefs or feelings, but not always. For example, an individual

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personally might not like a restaurant, but may visit it because it is the hangout place for his
friends.

Functions of Attitudes

The following are the functions of attitudes

 Adjustment Function − Attitudes helps people to adjust to different situations and

circumstances.

 Ego Defensive Function − Attitudes are formed to protect the ego. We all are bothered
about our self-esteem and image so the product boosting our ego is the target of such a
kind of attitude.

 Value Expression Function − Attitudes usually represent the values the individual
posses. We gain values, though our upbringing and training. Our value system
encourages or discourages us to buy certain products. For example, our value system
allows or disallows us to purchase products such as cigarettes, alcohol, drugs, etc.

 Knowledge Function − Individuals’ continuously seeks knowledge and information.

When an individual gets information about a particular product, he creates and
modifies his attitude towards that product.

Models of Attitude

The following are the models of attitude

 Tri-component Model − According to tri-component model, attitude consists of the

following three components.

 Cognitive Component − The first component is cognitive component. It consists of an

individual’s knowledge or perception towards few products or services through
personal experience or related information from various sources. This knowledge,
usually results in beliefs, which a consumer has, and specific behavior.

 Affective Component − The second part is the affective component. This consists of a
person’s feelings, sentiments, and emotions for a particular brand or product. They

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 treat them as the primary criteria for the purpose of evaluation. The state of mind also
plays a major role, like the sadness, happiness, anger, or stress, which also affects the
attitude of a consumer.

 Conative Component − The last component is conative component, which consists of

a person’s intention or likelihood towards a particular product. It usually means the
actual behavior of the person or his intention.

An individual has his own choice and mindset. Consumer buying behavior eventually refers to
the buying behavior of an individual. An individual can get affected by the environment in
which he lives, his culture, his social class, his psychology and his personality. Now,
marketers need to understand this psychology and the mindset of these consumers, also,
understand what all factors influence their behavior to develop effective marketing strategies.

Culture
Culture is a very important aspect to understand the behavior of a consumer. It signifies the
set of values of a particular community.

An individual decides to behave in a certain manner because of his culture. He gets all these
values from his parents and family. Every individual has different sets of values as compared
to others, what they see from their childhood when they start practicing those habits, they
become their culture.

Culture does vary from individual to individual, region to region, and country to country, so
the marketer needs to pay a lot of attention in analyzing the culture of various regions and
groups. Throughout the process, the consumer is under influence of his culture as his friends,
family, society, and his prestige influence him.

For a marketer, it is very crucial to take all these things into consideration while analyzing or
observing a consumer’s behavior as they play a vital role in his behavior, perception and
expectations.

For example, if we observe the taste and preferences, people in southern India prefers rice to
roti whereas north Indian people prefer roti than rice.

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Social Classes
The social groups or membership groups to which an individual belongs are the social classes
that influence him. In the social classes, we usually find people with similar values, lifestyle
and behavior. Now a marketer or a researcher needs to pay attention here because generally
the buying behavior of people in a particular social class to some extent is similar, though the
level of influence may be low or high, he can tailor his marketing activities according to
different social classes. Social perception is a very important attribute that influences the
buying behavior of an individual.

Example − A person from a low-income group may focus on price while making the
purchase while a person from a higher income group may consider the quality and uniqueness
of the product.

Sometimes an individual also is influenced by a social group to which he does not belong, but
wishes to get connected with others. For example, in a college a student is in no need to buy a
smart phone but purchases it to be part of that group and be accepted by them.

Marketers need to understand these situations well and plan their strategies accordingly for
such social benefits. Individuals play various roles in the consumer buying process −

 Initiator − Initiator is usually the person who comes up with an idea and suggests the
purchase.
 Influencer − He is the individual who actually pushes for the purchase. He highlights
the benefits of the product. This individual can be from the family or friend or outside
the group too.
 Decision Maker − He is generally the person who takes the final decision or the final
call after analyzing all the pros and cons of the product. He may not necessarily be the
final buyer as may also take the decision on behalf of the consumer.

For example, a father might decide on buying a laptop for his son or a brother might
decide on the best career option for his sister.

 Buyer − Buyer is generally the end user or the final consumer who uses the product.

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Family
As we, all know family plays a very important role in making a purchase. The family is
responsible for shaping up the personality of an individual. Our attitude, perception and values
are inculcated through our family.

An individual tends to have similar buying habits and similar taste and preference and
consumption patterns as he gets to see within the family. Perception and family values have
strong influence on the buying behavior of an individual which they tend to keep constant.

Social Status
A social status of an individual usually comprises of an individual’s attitude, class and
prestige. It depends on the way he carries himself socially or the position at which he is in his
work or family or even in his group of friends. The social status of an individual influences
his consumption pattern.

Example − A CEO may want to have a celebration and give a party to his colleagues, friends
and family, so for his social status he may want to book a five star hotel, something like Taj or
Oberoi instead of any other normal hotel.

A purchase decision takes place because of the above-mentioned factors. A consumer is

influenced by his culture, environment, family, social status and groups. Companies need to
understand these factors and develop strategies and market themselves accordingly to meet
the needs of the consumers and increase sales.

Relationship Marketing is very much beneficial while seeking to establish a long-term

relationship with the customers. The idea behind relationship marketing is to retain regular or
old customers. Acquiring new customers is quite difficult as compared to retaining existing
customers.

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In relationship marketing, the focus is on retaining customers for longer runs. For this
purpose, the marketer pays more attention on providing orientation of the benefits for taking
those products.

He tends to give quick and efficient customer service to satisfy the consumer and to make it a
point that the consumer comes back. Here, in this stage, it fulfills all the promises or the
commitments regarding the after service or anything related to the product made to the
customers.

The main point here is that, the quality in which the marketer pays the utmost attention. To
retain the customers for a long run the marketer should give the customers the desired quality
with all the required features and characteristics and of course, the marketer should be readily
available for the customers to provide effective service or products.

Factors affecting Business and Relationship Marketing

As we, all know consumer needs tend to change gradually with time. The likes, dislikes, tastes
and preferences of consumers change with time. For example, a girl who liked a dress when
she was 15 might not like the same dress when she is 25.

Marketers too need to study the market and acquaint these changing factors to survive in the
market and retain customers.

Fewer Suppliers and Customers − Marketers need to alter their marketing strategies according
to various markets.

In a consumer market, there are many suppliers and consumers, so the marketer needs to work
accordingly to motivate the consumer and retain him. Whereas in a business market, the
competition is even tougher, where there are limited or fewer customers and suppliers. Here
the buyers may not always be the end users as they are focused and know about their wants
and needs. In such kind of markets, it is very difficult to change the opinions of the
consumers.

Personal contact between the buyers and sellers is quite possible in a B2B market. Here, the
buyer is not always the consumer, and he might come in contact with the seller directly for his

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whole-sale or retail business. Whereas, in case of B2C market, the consumers may or may not
have any personal contact with the seller, since now-a-days consumers prefer buying products
online or even from a self-service store.

Possibilities for Mutual Benefit

In B2B markets, usually the buyers and sellers have personal contact so that they have some
mutual benefit which is not possible in case of B2C markets where the buyers and sellers
hardly meet or have any personal contact.

All the above-mentioned factors affect the marketing relationship of consumers and sellers.
Marketing planning is the crucial part of marketing relationship. Marketers very carefully
need to plan their marketing strategies regarding launching a new product in the market,
developing a new product, managing and deciding about the lifecycle of a product.

Marketers need to act in a consumer centric manner where they need to understand what a
consumer exactly needs. He needs to explain all the features and highlight all the main or
most beneficial ones to the consumers, he needs to decide on the price of the products, the
region or the markets or the distributors who are very important while marketing a product.
He needs to understand the sentiments of the consumers before marketing or advertising a
product.

Thus marketing strategies should always be consumer centric. The strategies should not focus
on profit but more on consumer satisfaction. As it is well said Consumer is the king,
marketers should not try to influence consumers but should themselves be influenced by them.
Thus understanding consumer behavior and then planning strategies accordingly can lead to a
long marketing relationship with the consumers.

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1.2 OBJECTIVES OF STUDY

The main objectives of the study are as follows:

1. To understand the marketing and distribution strategy of Universal Tribes.
2. To find out the factors affecting consumer relationship management.
3. To determine various parameter to collect information through questionnaire of consumer.
4. The scope of my study is to observe the degree of satisfaction levels of the Consumer
relationship management as well as the technique adopted by Corporation bank.

RESEARCH is a ‘careful investigation or inquiry especially through search for new facts in any
branch of knowledge’.

1.3 SCOPE OF STUDY

The benefit of the study for the researcher is that it helped to gain knowledge and experience and also
provided the opportunity to study and understand the prevalent recruitment procedures.

The key points of my research study are:

i. To Understand and analyze various customer attitude factors including recruitment procedure at
consultant.

ii. To suggest any measures/recommendations for the improvement of the customer relationship.

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CHAPTER-2

COMPANY PROFILE &

INDUSTRIES OVERVIEW

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COMPANY PROFILE

Universal Tribes was Estd. in 2017, ever since we are working towards the empowerment &
Upliftment of Tribal communities in India. We have skilled artists & experienced farmers
working along with us.

We ensure that tribal artists & farmers are preserving the artwork & getting an appropriate
monetary value for the hard work they do. Tribal communities are already strong & rich
enough in terms of art & health & as a part of this society, it’s our duty to help them become
economically strong as well. Our online & offline portals are there to feature tribal artists &
farmers, to showcase the significant art they make & the beneficial crops they produce to keep
this society healthy. Universal Tribes keeps backing the tribal artists & tribal farmers and helps
them to meet their expectations of living. Letting the world know about them, their artwork &
vice versa.
 
Your every single purchase goes into the environment & The Upliftment of tribals. We are
Universal Tribes, we always stand together!

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 Vision
Our vision is to make every tribal artist
& tribal farmer of India empowered.
Uplifting them for all the socio-
economic activities of this society, we
ensure that artists are indulging in art,
keeping it alive & getting proper value
in exchange for the hard work they put
into making it. Creating economic
opportunities for hardworking tribal
farmers as well.

Mission
Our mission is to enhance the lifestyle of our
customers, tribal artists & tribal farmers. We keep
encouraging our tribal artists & tribal farmers to
create beautiful artwork & healthy staple foods.
We’ve created digital & traditional platforms open to
the world, so anybody could contribute by buying
these amazing artworks & healthy foods from
www.universaltribes.com. We provide the desired
value to our tribal artists & tribal farmers. We are
making sure that your every single purchase goes for
the empowerment & upliftment of tribal communities.

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 Organic Wild Honey Tribal Javaphul Rice
(250gm) Tribal Red Rice
 From Rs. 200.00  From Rs. 155.00
 Rs. 340.00

Organic Honey (400gm) Tribal Brown Rice

 Rs. 600.00 Tribal Red Cum Brown  From Rs. 160.00
Rice
 From Rs. 140.00

Tribal Red Poha Tribal Dubraj Rice

Tribal Brown Poha  From Rs. 155.00  From Rs. 165.00
 From Rs. 160.00

Tribal Dosa Rice Tribal Ragi Flour

Tribal Rice Flour
 From Rs. 135.00  From Rs. 155.00
 From Rs. 140.00

PRODUCTS

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   Head Office
Universal Tribes,

Address: D-3/5, Shiv shanker society,

Near K.K Market, Bibvewadi, Pune: 411037

Phone no: +91 88886 86660

    Retail Outlet
Universal Tribes,

Tribal Research & Training Institute’s

28, Queen's Garden, Maharashtra 411001

Phone no: +91 88882-15646

INDUSTRY PROFILE

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The organic food industry started to boom a decade ago and there has been no looking back
ever since then. Rising consciousness amongst people about the side effects of artificial
chemicals in food production has further boosted the growth of organic food in recent years.
Given the kind of innovation coupled with this rising demand, organic food industry is yet to
witness a full-fledged evolution. But one can safely assume that the organic food sector is here
to stay.

Growth in e-commerce has acted like a catalyst for the industry to reach out to consumers, and
the numbers are only showing an upward trend since 2013. Here are some probable reason why
the organic food industry is expected to see an accelerated demand in years to come.

1. Digital Literacy and E-commerce facilitation

Due to the surge of smart-phone usage India, coupled with low-cost internet, there has been an
increase in access to information about organic food. Added with this, e-commerce platforms
acted like a facilitator reaching out to potential customers across the country. This is the reason
why the growth of organic food was initially harnessed by Tier I cities, but the industry
eventually reached out to potential customers in Tier II and Tier III cities. E-commerce
platforms also made the sector competitive with more and more players entering into the
organic food industry. Experts are predicting an increased penetration of organic food into Tier
II and III cities in the years to come, leading to demand for organic food at a continually
increased rate.

2. Insignificant price difference

The price difference between organic and inorganic food is insignificant; when compared to
the health benefits carried by organic food. While organic food might be priced higher by a few
pennies, it prevents the body from the needless intake of pesticides and fertilizers. This further
cuts down the risk of health hazards and unnecessary medical expenses in the longer run.

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3. Indian government supporting organic food industry
The Indian government is supporting and promoting organic farming by extending financial
help to farmers adopting organic farming. Various government schemes like Mission for
Sustainable Agriculture (NMSA), Mission for Integrated Development of Horticulture
(MIDH), National Food Security Mission (NFSM) and Rashtriya Krishi Vikas Yojana
(RKVY) have been implemented to promote the sector. GOI also implemented the National
Programme for Organic Production (NPOP) which involves accreditation programme for
certification bodies, standards for organic production, promotion of organic farming etc.

4. Increase in export
The demand for Indian organic food has not only witnessed a steady rise in India but it is
receiving appreciation on a global platform. Due to India's favourable agro climatic conditions
coupled with the inherited tradition of organic farming, the quality of organic food to export is
very high. As per reports, the demand for Indian organic food is on the constant increase
worldwide; India exported organic products worth $515 million in the financial year 2017-18.
The export trend will increase in the next five years.
One can say that the organic food industry will witness a humongous rise in the next five years.
The industry is still naive and on an emerging phase; it has huge potential for growth and may
even contribute to the economic growth of the country in the longer run.

Organic food, fresh or processed food produced by organic farming methods. Organic food is

grown without the use of synthetic chemicals, such as human-made pesticides and fertilizers,
and does not contain genetically modified organisms (GMOs). Organic foods include fresh
produce, meats, and dairy products as well as processed foods such as crackers, drinks, and
frozen meals. The market for organic food has grown significantly since the late 20th century,
becoming a multibillion dollar industry with distinct production, processing, distribution, and
retail systems.
Policy

Although organic food production began as an alternative farming method outside the

mainstream, it eventually became divided between two distinct paths: (1) small-scale farms

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that may not be formally certified organic and thus depend on informed consumers who seek
out local, fresh, organically grown foods; and (2) large-scale certified organic food (fresh and
processed) that is typically transported large distances and is distributed through
typical grocery store chains. If consumers know their local farmer and trust the farmer’s
production methods, they may not demand a certification label. On the other hand, organic
food produced far away and shipped is more likely to require a certification label to promote
consumer trust and to prevent fraud, which exemplifies how national certification regulations
are most beneficial.

A regulatory framework is most important when consumers and farmers are geographically
separated, and such a framework is likely to cater to larger-scale producers who participate in a
more industrial system. This regulatory approach does not necessarily match consumers’
assumptions about organic food production, which typically include images of small family
farms and the humane treatment of animals. In general, regulations surrounding organic food
do not address more complex social concerns about family farms, farmworker wages, or farm
size, and organic policy in some places does little to address animal welfare.

Organic food policies were created largely to provide a certification system with specific rules
regarding production methods, and only products that follow the guidelines are allowed to use
the certified organic labels. In the United States, the Organic Foods Production Act of 1990
began the process of establishing enforceable rules to mandate how agricultural products are
grown, sold, and labeled. The regulations concerning organic food and organic products are
based on a National List of Allowed and Prohibited Substances, which is a critical aspect of
certified organic farming methods. The United States Department of Agriculture (USDA)
regulates organic production through its National Organic Program (NOP), which serves
to facilitate national and international marketing and sales of organically produced food and to
assure consumers that USDA certified organic products meet uniform standards. To this end,
NOP established three specific labels for consumers on organic food products: “100%
organic,” “organic,” or “made with organic ***,” which signify that a product’s ingredients are
100 percent, at least 95 percent, or 70 percent organic, respectively. Noncertified products
cannot use the USDA organic seal, and violators face significant fines and penalties.

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Organic regulations vary by country, some of the most comprehensive rules being seen in
Europe. Objectives of organic farming in the European Union (EU) include respecting nature’s
biological systems and establishing a sustainable management system; using water, soil, and
air responsibly; and adhering to animal welfare standards that meet species-specific behavioral
needs. In addition, principles of organic production in the EU are based on designing and
managing farms to promote ecological systems and on using natural resources within the
farming system. These policy goals go far beyond a defined listing of prohibited materials in
organic production.

Environment

The overall impacts of organic agriculture are beneficial to the environment. Certified organic
production methods prohibit the use of synthetic fertilizers and pesticides, thus reducing
chemical runoff and the pollution of soils and watersheds. Smaller-scale organic farming often
is associated with significant environmental benefits, owing to the use of on-farm inputs, such
as fertilizers derived from compost created on-site. By comparison, large-scale organic farms
often require inputs generated off-site and may not employ integrated farming methods. These
operations may buy specific allowable inputs, such as fish emulsion or blood meal to use
as fertilizer rather than working within the farm to increase soil fertility. While this decrease in
synthetic chemical use benefits the environment compared with industrial agriculture, these
methods may not promote long-term sustainability, since off-farm inputs usually require
greater fossil fuel use than on-farm inputs.
Society

Social concerns related to organic food include higher costs to consumers and geographic
variations in demand. Organic food usually is more expensive for consumers than
conventionally produced food because of its more labour-intensive methods, the costs of
certification, and the decreased reliance on chemicals to prop up crop yields. This often
translates into unequal access to organic food. Research indicates that greater wealth and
education levels are correlated with organic food purchases. Further, there are trends in some
lower-income countries to produce certified organic crops solely for export to wealthier

27
countries. This sometimes generates a situation in which the farmers themselves cannot afford
to buy the organic foods they are producing. While this strategy may bring economic gain in
the short term, it is a concern when farmers are forced out of producing food crops that feed
their local communities, thus increasing food insecurity.

Certified organic agriculture has also become a big business in many places, with larger
farming operations playing a key role in national and global certified organic food markets.
Given economies of scale, big food-processing companies often buy from a single farming
operation that produces organic crops on thousands of acres, rather than from many smaller
farms that each grow on smaller acreages, a practice that effectively limits the participation of
smaller farmers in these markets. There also is disparity among farmers, since the organic
certification process can be prohibitively expensive to some smaller-scale farmers. Although
certification subsidies exist in some places, such farmers often opt to sell directly to consumers
at farmers’ markets, for example, and may decide to forgo organic certification altogether.

Overall, organic food has grown in popularity, as consumers have increasingly sought and
purchased foods that they perceive as being healthier and grown in ways that benefit the
environment. Indeed, consumers typically buy organic food in order to reduce their exposure
to pesticide residues and GMOs. Further, some research shows that organically produced crops
have higher nutritional content than comparable nonorganic crops, and some people find
organic foods to be tastier. The question remains, however, whether organic food shipped in
from across the globe is truly a sustainable method of food production. Certainly organically
produced food from a local farmer who employs an integrated whole-farm approach is fairly
environmentally sustainable, though the economic sustainability of such an endeavour can be
challenging. Although humans must decrease their reliance on fossil fuels to combat climate
change, many organic policies do little to address the issue of sustainability, focusing instead
on the strict list of prohibited substances, rather than a comprehensive long-term view of
farming and food.

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CHAPTER-3
RESEARCH
METHODOLOGY

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This chapter deals with the methodology adopted in conducting the study. The chapter is organized as
follows; research design, sources of data, population and sampling, research instrument (data collection
technique), administration of instrument and analysis of data.

The project is a systematic presentation consisting of the enunciated problem, formulated hypothesis,
collected facts of data, analyzed facts and proposed conclusions in form of recommendations. The data
has been collected from both the sources primary and secondary sources.

3.1 Research Design

The research was based on assessing the marketing and distribution strategy. The design was an
exploratory study which used closed observation in analyzing consumer relationship management.

The study was based on the use of questionnaires. These approaches were used because they were
satisfactory tools for collecting data for the sample population to investigate the topic under study.

A research design is the arrangement of the condition for collection and analysis of data in a manner
that aims to combine relevance to the research purpose with economy in procedure.

A research design is the specification of methods and procedure for acquiring the information needed to
structure or to solve problems. It is the overall operation pattern or framework of the project that
stipulates what information is to be collected from which source and be what procedures.

 What is study about?

 What is study being made?

 Where will the study be carried out?

 What type of data is required?

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  Where can the required data be found?

 What will be the sample design?

 Technique of data collection.

 How will data be analyzed?

3.2 Sources of Data

Both primary and secondary source of data were used in conducting the research.

3.2.1 Primary Sources

In getting primary data there are several approaches available to gathering data. In order to collect
reliable and valid information, the researcher goes to the market place and collect data from different
customers of Universal Tribes. The method used in collecting the primary data was questionnaire.

Questionnaires

The purpose of using questionnaire was to identify and assess the affect the Consumer Behavior.
A set of questionnaire was prepared with close – ended questions.

3.2.2 Secondary Sources

The study also made use of secondary data in collecting information. The sources of the
secondary data include books, internet search, articles, and journals among others. This helped to
identify how others have defined and measured key concepts, the data sources that of others used and
this helped to discover how this research project is related to other studies.

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3.3. Sample Size

A sample size of 112 was chosen from the market. This was based on the Consumer behavior and
to ensure that the sampled was representative enough to draw conclusion through pie chart.

3.4. Sampling Techniques

The convenience sampling technique was used to select respondents from the market.

3.5. Data Collection Instrument

The researcher used questionnaire. The researcher prepared the questionnaires to be responded by
the consumers. The questions were designed to make the purpose of the study successful after the
results have been ascertained. This instrument gave expected information about the customer
relationship management.

3.6. Administration of Instruments

Copies of the questionnaire were distributed to consumers at market place. After some time, the
researcher went back and collected the answered questionnaires. The researcher explained the questions
to the respondents thoroughly after copies of the questionnaire were given them. The purpose of this
was to help the respondents to understand the purpose of the research, and to do away with suspicions,
partialities and also to be able to provide their independent opinions on the questionnaire items given
them. To have a valid and reliable data, the researcher ensured that the questions were well formulated
which allows error minimization.

3.7. Data Analysis

The collected data were statistically analyzed, using the pie-chart and tables. Representations
like tables and charts were used to ensure easy and quick interpretation of data. Responses were
expressed in percentages. Data from the completed questionnaire were checked for consistency. The

32
items were grouped based on the responses given by the respondent. This method was used because it is
the best instrument to identify, compare, describe and reach a conclusion.

CHAPTER-4
DATA REDUCTION,
PRESENTATION &
ANALYSIS

33
FINDINGS BASED ON QUESTIONNAIRE

The analysis of the data is done as per the survey finding. The data is represented
graphically in percentage. The percentage of the people opinion were analyzed
and expressed in the form of charts.

The analysis of the data is done as per the survey finding. The data is represented graphically in
percentage. The percentage of the people opinion were analyzed and expressed in the form of pie charts
and bar graphs :

Data interpretation and analysis

Question 1= are you aware about the Universal Trtibes-“an organic food brand” ?

a) Yes
b) No

34
 no
10%

yes
90%

Interpretation:-

According to the survey 90% people are aware about Universal Tribes whereas 10% are not aware
about Universal Tribes.

Question 2 : Do you buy from Universal Tribes?

a. Yes
b. No

35
 no; 49%

yes;
59%

Interpretation

According to the survey 59% of the people are willing to buy from Universal Tribes ,whereas 41% are
not wiling.

Question 3 frequency of purchase from Universal Tribes?

a. Once a month
b. Once in six month
c. Once in a year

36
 d. No fixed time

once a month;
30%
no fixed time;
45%

once in six
month; 15%
once in a year; 10%

Interpretation
According to the survey people who purchase from Universal Tribes once in a month is
30% ,who purchase once in six months is 15% , who buy once in year is 10% and
whose time period is not fixed is 45%.

Question4: where do you like to go for shopping ?

a. Super market
b. Malls

37
 c. Traditional stores
d. Online shopping

1; 20%

Interpretation

According to survey people who like to go to malls for shopping is 35% , who like to go to super
market is 20% , who like to shop from traditional shops is 20% and rest of 25% like online shopping

Question5: according to you Universal Tribes stores is easily available in your locality ?

a. Yes

38
 b. No
c. No idea

yes
30%

no idea
45%

no
25%

Interpretation

According to the above diagram 45% people have no idea about the locality of Universal Tribes stores ,
30% rate it as yes where as 25% people rated as no .

Question6: are you aware about the promotional activities adopted by Universal Tribes?

39
 A. Yes
B. No

no ; 0.35;
39%

yes ; 0.55;
61%

Interpretation
According to the survey 55% people are aware about the promotional activities are
adopted by Universal Tribes where as 35% are not aware of promotional activities

40
Question7: do you think the promotional strategies adopted by Universal Tribes has triggered its sales?

A. YES
B. NO
C. MAY BE

design
100%

Interpretation

According to the survey 50% people think had promotional strategies adopted by Universal Tribes have
triggered its sales , 28% people disagreed by the statement and 22% people think may be its true.

41
Question8: do you think price of Universal Tribes products are reasonable in comparison to its
competitor?

a) Yes
b) No
c) No idea

no yes
idea 30%
35%

no
35%

Interpretation

According to the survey 30% people think that the price of Universal Tribes product are
reasonable ,35% people think they are not reasonable and rest 35% people have no idea.

42
Question 9: are you satisfied with the fiber quality of Universal Tribes?

a. Yes
b. No

no ;
0.25;
25%

yes ;
0.75;
75%

Interpretation

According to the survey 75% people are satisfied whereas 25% are not satisfied.

43
FINDINGS

 On the basis of my findings 90% people are aware about of Universal Tribes
whereas 10% people are not aware about Universal Tribes.
 According to the findings 59% of people are willing to buy from Universal Tribes
whereas 41% are not willing to buy from Universal Tribes.
 As per findings People who purchase from Universal Tribes once in the month is
30% who purchase once in six months is 15% , who buy once in year is 10%
and whose time period is not fixed is 45% .
 On the basis of finding people who like to go to malls for shopping is 35% ,
who like to go to super market is 20% , who like to shop from traditional shops
is 20% and rest of 25% like online shopping
 According to the above findings there are 45% of people have no idea about the
locality of Universal Tribes stores , 30% rate it as yes where as 25% people rated
as no .
 As per my findings 55% people are aware about the promotional activities are
adopted by Universal Tribes where as 35% are not aware of promotional
activities
 On the basis of my findings 50% people think had promotional strategies
adopted by Universal Tribes have triggered its sales , 28% people disagreed by
the statement and 22% people think may be its true.
 As per my findings 30% people think that the price of Universal Tribes product
are reasonable ,35% people think they are not reasonable and rest 35% people
have no idea.
 On the basis of my finding 75% people are satisfied whereas 25% are not
satisfied.

44
CHAPTER-5
DATA INTERPRETATION

45
On the basis of my findings 90% people are aware about of Universal Tribes whereas 10%
people are not aware about Universal Tribes. According to the findings 59% of people are
willing to buy from Universal Tribes whereas 41% are not willing to buy from Universal Tribes.
As per findings People who purchase from Universal Tribes once in the month is 30% who
purchase once in six months is 15% , who buy once in year is 10% and whose time period is
not fixed is 45% . On the basis of finding people who like to go to malls for shopping is 35% ,
who like to go to super market is 20% , who like to shop from traditional shops is 20% and rest
of 25% like online shopping according to the above findings there are 45% of people have no
idea about the locality of Universal Tribes stores , 30% rate it as yes where as 25% people rated
as no . As per my findings 55% people are aware about the promotional activities are adopted
by Universal Tribes where as 35% are not aware of promotional activities. On the basis of my
findings 50% people think had promotional strategies adopted by Universal Tribes have
triggered its sales , 28% people disagreed by the statement and 22% people think may be its
true. As per my findings 30% people think that the price of Universal Tribes product are
reasonable ,35% people think they are not reasonable and rest 35% people have no idea. On the
basis of my finding 75% people are satisfied whereas 25% are not satisfied.

46
CHAPTER-6
CONCLUSIONS &
SUGGESTION

47
6.1 CONCLUSIONS

According to the response obtained most of the consumers (74%) of Universal Tribes products
belong to the age group of 25-45 years. The age group below 25 years contains only 10%
consumers and above 45 years contains 16% consumers of Universal Tribes.

In most of the cases 75% respondents earn more than Rs. 20000 per month while 25% earn less
than Rs. 20000 per month who is consumers Universal Tribes products.

Most of the respondents prefer Universal Tribes products due their high quality and some them
prefer because of their no side effect feature. In most of the cases (61%) respondents said that
their complaints got redressed but 39% of consumers claimed that their complaints were not
even considered.

86% respondents were satisfied with Universal Tribes products and 14% of them were not
satisfied.

6.2 SUGGESTIONS

On the basis of the study undertaken I would like to suggest the following points to the
company

 Universal Tribes should focus more on its products category.

 Universal Tribes should control the prices of its products so that every class can afford
them.

48
  Universal Tribes should modify its features other than quality.

 Grievances Redressal of customers should be taken care of properly.

 Trial packs should be given to consumers.
 There should be an option of online shopping and home delivery.
 There should be an office of Universal Tribes in most of the cities

LIMITATIONS OF THE STUDY

Following are the important limitation faced by me during the tenure of the research work

 Geographical scope of the study was limited to a small area, Delhi only, which may not
represent the whole sector of India. Hence findings may differ from other parts of India.
 Size of the sample is 100, which is of course small in comparison to entire population.
 It is almost impossible to obtain data from each & every respondent covered in sample.
There are some respondents who refuse to give information.
 Due to limitation of time only few people were selected for the study. So the sample of
consumer was not enough to generalize the findings of the study.
 The chance of biased response cannot be eliminated through all necessary steps were
taken to avoid the same.
 There can be many interpretations and explanation to the data collected. This is
empirical study and the research and the research provides the explanations as
understand by the researcher only.
 The source of the data for the study was primary data with the help of self-administered
questionnaire. Hence the chances of unbiased information are less.
 The data taken from the secondary source like internet, newspaper, books may lack
some proper explanation or may be not correctly interpreted.

49
 BIBLIOGRAPHY

Magazine:
 Business India
 Business Today
 Business world
 Advertisement Marketing
 Express Investment week

Newspapers

 The Times of India

 The Hindustan Times
 The Hindu

Website

 Wikipedia/universaltribes

Books

 Gupta C.B., Consumer Buying Pattern, “Marketing Management”, Chapter – 8, Page No – 103
– 108, Sultan Chand Publications, New Delhi,

50
 Kumar A. & Meenakshi N., Consumer Behaviour”, A Textbook of Marketing and Practices,
Chapter – 6, Page No – 89 – 95,

ANNEXURE

51
 QUESTIONNAIRE
Question 1= are you aware about the Universal Trtibes-“an organic food brand” ?

c) Yes
d) No

Question 2 : Do you buy from Universal Tribes?

c. Yes
d. No

Question 3 frequency of purchase from Universal Tribes?

e. Once a month
f. Once in six month
g. Once in a year
h. No fixed time

Question4: where do you like to go for shopping ?

52
 e. Super market
f. Malls
g. Traditional stores
h. Online shopping

Question5: according to you Universal Tribes stores is easily available in your locality ?

d. Yes
e. No
f. No idea

Question6: are you aware about the promotional activities adopted by Universal Tribes?

C. Yes
D. No

Question7: do you think the promotional strategies adopted by Universal Tribes has triggered its sales?

D. YES
E. NO
F. MAY BE

Question8: do you think price of Universal Tribes products are reasonable in comparison to its
competitor?

d) Yes
e) No
f) No idea

53
Question 9: are you satisfied with the fiber quality of Universal Tribes?

c. Yes
d. No

54