3-Fresh Finished Content

CHAPTER- I

INTRODUCTION

1.1 PROFILE OF THE COMPANY

PONDICHERRY AGRO FOODS PRIVATE LIMITED, the pioneers in the field of

manufacturing Wheat Flour (Maida & Atta), Semolina (Cream of Wheat or Rava) and Bran under

TV-TOWER brand name.

1.1.1 PROMOTOR

PONDICHERRY AGRO FOODS PRIVATE LIMITED., is headed by

Shri.G.N.SARAF, Chief Executive Officer (CEO), who has wide experience and expertise in

running flour mill successfully for several years. The entire expansion effort is being

undertaken by the next generation and is spearheaded by Mr. S.RAJESH KUMAR SARAF

and Mrs. R.SARIKA RAJESH SARAF, Directors of Pondicherry Agro Foods.

1.1.2 HISTORY OF COMPANY

PONDICHERRY AGRO FOODS PRIVATE LIMITED.., was set up in 1981 to process

flour based products under its original name Pondicherry Flour Mills near the erstwhile French

Colony of Pondicherry. Veteran Industrialist Mr.G.N.SARAF established this manufacturing and

processing facility to cater to the domestic demand for flour products like Wheat Flour (Maida &

Atta), Semolina (Cream of Wheat or Rava) and Bran. The facility was unique at the time since it

was the first to incorporate State-of-the-Art German machinery to ensure a World Class Product in

an essentially common food industry.

The intention of Pondicherry Agro Foods from the beginning was to be a premium and high

quality producer of agro food products. When they started, their production was less but there was a

huge demand in the market for the wheat products.

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During this 26 years they have undergone so many expansion with well financial background

formed from the income of the company. Now there are around 4 other units also in Pondicherry

itself and even after that they are moving with all the customers with new products and

Developments. This thinking continues even today as the CRYOGENIC SPICE DIVISION takes to

its wings to supply a range of high quality spices unmatched in its aroma, color, texture and hygiene.

The customers are being given very good services and they also satisfied and the repeated

orders are coming from the market. They have good reputation in payments to the suppliers and to

their employees too. When the unit started they were aiming to cater to all the regional markets in

Southern India and they worked on it. They got good reports from the customers about the quality

and it had a wide spread in the market indirectly and the customers are increased by giving the good

quality products, they are gradually growing in their vision on “To be Pioneer in FLOUR

DIVISION”.

1.1.3 ISO-22000:2005 and AGMARK CERTIFICATION

The company is certified by ISO-22000:2005 and AGMARK for quality management

system. The company has its own laboratory inside the concern to check the quality of raw material

hired and the finished products too on day to day basis. The company also sends their finished

products to ISMT (INTERNATIONAL SCHOOL OF MILLING TECHNOLOGY),

CFTRT (CENTRAL FOOD & TECHNOLICAL RESEARCH INSTITUTE), Mysore for their

quality check. This process is a routine work and is carried often by checking once in every three

months and the Institute assures for the company’s product.

1.1.4 FACTORY AREAS

The company is located at Thiruvandar koil in 14 acres with good greenish parks and noise

free environment. There are vast stacking points to store the raw materials and finished products

separately in a safe way. The company has a well equipped laboratory with sufficient testing tools

for their quality check. Weighing, packaging tasks are separately carried out in a division with

proper care and clean. Separate dinning halls and dormitory provided with basic facilities for both in

and for outsiders and being taken care of separate cleaning units.

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1.1.5 PRODUCT LINE

Wheat Flour (Maida & Atta)

Semolina (Cream of Wheat or Rava)

Bran

This is most useful for daily use to the humans. Their products are extremely elegant and

widely used by the people. The products made are manufactured in a more hygienic and regular

check for their finished products is often made to attain a good quality.

1.1.6 PRODUCTS AVAILABLE IN THE FOLLOWING READYMADE PACKAGES

The retail market of Pondicherry Agro Foods is extensively covered under the

"T.V. Tower" brand which has been a well established name in households across the region.

PRODUCTS IN KILOGRAMS

Maida 90 50 10 5 1 ½

Sooji 90 50 10 5 1 ½

Atta 90 50 10 5 1 ½

MAIDA

Maida flour is super refined wheat flour used to make a wide variety of food items like

Poori, Chappathi, Parathas, etc. Maida is sometimes referred to as "All purpose flour." In

India, Maida is used to make pastries and other bakery items like bread, biscuit, pizza, toast etc

ATTA

Atta is a form of wheat flour commonly used in South Asian cooking. It is whole wheat flour

made from hard wheat. Hard wheat’s have high protein content, so dough’s made out of Atta

flour are strong and can be rolled out very thin. Breads made from Atta flour include

Chappathi, Roti and Poori.

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It is obtained when the complete wheat grains are ground to get flour from which nothing is

removed. It is creamy / brown in color and relatively coarser as compared to flour. Since there are

no removals from Atta all the constituents of the wheat grain are preserved.

Traditionally, Atta is made by stone grinding process, a process which imparts a

characteristic aroma and taste to the bread. High Bran content of Atta makes it a fiber rich food. The

high temperatures of friction reached in a "CHAKKI" (stone grinder) are of the order of 110-125

deg C. At such high temperatures the carotenes present in the bran tend to give out the characteristic

roasty smell of Atta and contribute to the sweetness of the Atta.

RAVA/SOOJI/SEMOLINA

Semolina is used to make such delicacies as Rava dosa and Upma. It can be used as an

alternative to corn meal to 'flour' the underside of fresh pizza dough to prevent it from sticking to

the peel. In bread making, a small proportion of semolina added to the usual mix of flour produces

a tasty crust.

1.1.7 QUALITY POLICY

We, at Pondicherry Agro Foods Private Ltd, are committed ourselves to process and supply

safe and quality wheat products from Flour Mill Division and spice product from Spice Division

to our customers at all times through the following initiatives and maintenance.

Ensuring HACCP plan is implemented and followed.

Training all employees periodically on GMP and food safety.

Continual improvement through modern tools and methods for ensuring Safe and Quality

product.

Periodically review of HACCP study and review after any changes in process.

Continuously interact with suppliers and educating suppliers for upgrading them to

supply safe products and materials.

Conforming to relevant statutory and regulatory requirements.

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1.1.8 CLIENTELE

Bulk users consumes directly from company are

CAVIN CARE – Cuddalore

BRITTANIA – Pondicherry

ANIL VERMICILLI – Dindugal

MODERN BREADS – Chennai

MODERN BREADS – Chennai

KALYANI FOODS – Pondicherry

VENKATRAMANA FOODS – Villupuram

1.2 PPP-PRODUCTION PROCESS

1.2.1 MANUFACTURING FACILITY

The flour mill industry is one of the need based industry. This industry came in to

existence to produce good flour. The manufacturing plant is most modern, spread over an area of 1.5

acres. All our-products are manufactured on latest machineries which are imported from

GERMANY, FORCHRITT, NAGEMA and BUHLAR machines are used for various stages. All our

machines are operated and maintained by highly trained superiors and employees. The unit has a

capacity of consuming 80 tones of wheat per day to produce its products.

1.2.2 FUNCTIONING OF THE UNIT

The unit is functioned by three shifts per day. It is a routine process which is carried apart

from the National holidays. Each shift carries 8hours duty, such as

I-SHIFT 6am-2pm

II-SHIFT 2pm-10pm

III-SHIFT 10pm-6am

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There are weekly off to the employees who are working in the unit and the administration

personnel’s has their weekly off on each Sunday’s.

1.2.3 OPERATION OF THE UNIT

The objective of the unit is to extract as much as possible endosperm in as pure flour form as

possible with least or no contamination with bran or germ, and to reduce the endosperm so obtained

into the desired particle size. The unit is processed with highly equipped machineries. Where they

produce wheat based products. They have got a range of products such as ATTA, MAIDA,

SEMOLINA, and BRAN. The raw materials (wheat) are hired from northern states such as Punjab,

Haryana, Madhya Pradesh, Uttar Pradesh, and Rajasthan.

The process of wheat products consists of four stages

Storage and Pre cleaning.

Main Cleaning and conditioning of wheat.

Milling of wheat for different products.

Packing and Forwarding.

They use different types of high qualified wheat such as,

RAJ WHEAT, TUKDI WHEAT, LOKWAN WHEAT, MILL QUALITY WHEAT

In the mill lots of activities are taking place to get the required finished product. Primarily they are

Procurement store of raw materials.

Pre cleaning and storage in bins.

First cleaning.

Second cleaning.

Milling.

Finished product handling and storage.

The company has a good cleaning and milling section apart from the raw material stacking

points. Wheat is a naked kernel. It is not having any husk like in paddy to protect it. The wheat is

also having a crease unlike other cereals. It has only bran layers for protection and they are very

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rough. Dust will get accumulated onto its surface and inside ifs crease. The growth of

microorganism is there over the surface of the kernels.

The wheat on arrival at the mill will have a lot of impurities like immature kernels, broken

wheat, cha1f, sticks, mud balls, stones, seeds and weeds etc.. Cleaning is done to separate very

coarse impurities like big stones, sticks, hollow kernels. Some medium type impurities like

shriveled wheat (immature kernels) broken wheat and some light impurities like dust, insect

infestation etc... With the cleaning the storability of wheat is improved.

During cleaning wheat is passed through the aspiration channels that is to say that wheat is

passed through a stream of air. By aspiration apart from removing the light impurities the wheat is

also cooled. Since wheat itself is a living organism, it respires. By aspiration apart from cooling

and removing of dust a major load of microorganism present around the surface of wheat and dust

is removed. Moisture and heat are the two things that activate respiration. So by aspiration they are

controlling or slowing down the respiration there by the storability improves. Hence a good

cleaning is made as such in the unit.

In the mill generally cleaning section is divided into three sections. They are Pre-cleaning,

First cleaning and second cleaning. In cleaning they use conveyors to move the wheat horizontally

and elevators to move the wheat from bottom floor to top floor. From top floor after cleaning in a

machine it is moved to the machine on the floor beneath by gravity.

1.2.4 PRE-CLEANING

The capacity of pre cleaning is 5 to 6 times that of the mi1Iing. The diameter of wheat is

around 6mm. In this cleaning impurities above 6mm and below 2.5 mm are removed. The bigger

impurities are removed to minimize the damages to the successive machines and to avoid chocking

of pipelines. In this section the wheat from ground floor is lifted to top floor by conveyors and

elevators and passed to the rotary separators and vibro separators. They have 2 or 3 decks. The top

deck will have 6 or 8 mm perforated sheets to remove larger impurities and the lower deck will have

2..5 or 3 mm sheets to remove lower deck will have 2.5 or 3 mm small seeds, mud, sand, dust etc.

By removing sand which is highly abrasive in nature the wear and tear of the other machines are

minimized. Then the wheat is passed through the aspiration channels to remove lighter impurities

that can float in air and to cool the wheat. Then it is passed through a magnetic separator to remove

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ferrous impurities and to a second elevator that will lift the wheat to top floor and pass on to the pre-

cleaned BINS.

1.2.5 FIRST CLEANING

The capacity of the first cleaning is that of the milling be first cleaning is necessary be

because the quality of the finished product is affected otherwise. We draw the wheat from the pre

cleaned bins through conveyors and lift it to the top floor by 3rd elevator and pass it to the Disc carter

separator in which we remove other seeds, weeds and broken wheat. Then passing the wheat to the

floor beneath by gravity to the dry de stoner to remove stones. If we don’t remove the stones it will

be spotted in semolina (Sooji or Rava) as specks. More over the stone in flour is hazardous to health.

After removing stones it is passed to the flour beneath by gravity to a scourer. Where the wheat is

thoroughly rubbed to remove the dust adhering to the outer surface then it is passed on to the 4 th

elevator that will lift it to the top floor to a dampener. In the dampener moisture is added carefully

after finding out the initial moisture of wheat. To have good finished flour with least or no

contamination of bran, moisture addition is necessary. After dampening the wheat is given a resting

time in the bins. On addition of moisture the bran absorbing the moisture will become tough and

will behave like wet leather. Where in the endosperm will mellow down during the resting time.

This behavior is used during milling.

1.2.6 SECOND CLEANING

This is done after we give enough resting time to wheat in conditioning bins. On addition of

moisture to the wheat, during conditioning the outer layer of bran will get loosened like snake skins.

This loose bran is removed in a polisher or brush machine. Where the wheat is scrubbed again and

again and loose bran is removed by aspiration and passed on to a separator to remove impurities left

over if any. After this the wheat is stored in a ready bin for milling.

1.2.7 MILLING SECTION

In this section to lift the wheat after milling they employ pneumatic lifts, where they use

high-pressure fans that produce air with high pressure and velocity. Each type of product will have

its own terminal velocity above which that particular product will start f1oating in air. In

pneumatic lift is the air is set in such a way that the velocity in that lift is more than the terminal

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velocity of the product passing through it.

In flour milling they don’t exactly grind the wheat as do in chakki mills. They cut open the

wheat kernels and scrape the endosperm. Due to the conditioning in the cleaning section not much

of bran cutting is done and the endosperm being mellowed during -conditioning it is easy for us to

scrape them. To do this they employ chilled cast iron rolls.

These rolls are set in roller bodies. Each roller body has two sections, and each section has two

rolls rotating in opposite directions. Each section has a different job to do. In milling side we have

two sections, and they are Break section and Reduction section. In break section the rolls are having

grooves on their surfaces. In reduction section they are smooth. All these sections of roller bodies

are connected to pneumatic lifts. The products ground in the roller sections are titled to the top floor

by the pneumatic lifts. Where, we have set of cyclones.

Each lift is connected to a cyclone. In the cyclones the receiving side is offset from the center

of the cone there by giving a cyclic action inside the cones. These cyclones are seated over air seals

which will not allow false air to pass in to the cyclones wherein the products hitting & the wall and

sliding over the wall of the cones of the cyclones lose its terminal velocity and drop on to the air

seals which will convey the product over to the plan sifter. Products of same granularity and same

content of bran is passed on to one section of roller body section for further reduction in size, again

lifted and again shifted and the process continues till we get uniform granularity of finished product.

In the roller flour mills PURIFIERS are also employed. They are the sifters moving in

inclined plane and are used to purify the stock of coarser granulation produced during break

operation. The wheat from ready bin is passed to the 1st break rolls where we cut open the kernel

and the endosperm. This product is passed to the sifter through lifts assigned for this section where

the product is graded in to different sizes depending on the granularity. The coarser product will

come to the second break where again it is scraped and so on During these break operations we take

maximum care not to fragment the size of bran in to finer sizes because if it is finer during sitting it

will join the finished product and it will be impossible to remove them. There by detoriate the

quality of finished product.

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During the break operation we remove endosperm with contamination of bran, which is

sticking to the endosperm particle and also the endosperm without contamination of bran, which

are separated during sifting and purification. The product with same granularity and same amount

of contamination are sent to same section of reduction rolls for further reduction in sizes. In the

sifters different products in different sections, we get a small quantity of flour from each section

which are of same granularity but different in quality. Depending on contamination of bran during

break and reduction operations the quality of flour will be different from section to section. All

these flours are sent to a conveyor where they are mixed to get a uniform quality. This flour is sent

to packing.

The different types of finished products are

MAIDA - Used to make Breads, Pantry items, Pastries and Indian breads like Parathas, Naan. etc.,

SUJI (OR) RAWA - Used to make pasta products and in India mainly used for Sweets, Kanji, Upma.

ATTA - Used as staple food in India for making Indian breads like Chapathi, Roti etc

BRAN - Used directly as cattle feed manufacturers as raw materials.

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1.3 ORGANIZATIONAL CHART

1.4 MARKETING ACTIVITIES

Planning Purchase

StoresDelivery Section

Loading & Unloading

Operators Administrative HR- Officer

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GENERAL MANAGER

Production Manager

Quality Assurance

Department

MarketingManager

Shift In charge

Technical Manager

Maintenance Engineers

Asst. SalesOfficer Electricians

Fitters

CEO

ASST. GENERAL MANAGER

Manager FactoryFlour Mill Division

Roller Man

Chemist

Sales Men

SalesRepresentative

Asst. Manager

The marketing activities are carried by Marketing manager in the company, where they has

two main stockiest in Pondicherry for the small packs such as 1kg, 5kgs and 10kgs. 90kgs packs are

supplied to wholesalers. Thereby, they sell the products to the retailers. The products of TV

TOWER are marketed in Pondicherry, Cuddalore, Villupuram, Dindivanam, and Chennai and in

Cochin. The company gets direct orders from many bulk users from different areas. TLO (Trade

Load Offers are given to the intermediaries. The TV-TOWER brand products has a wide and good

demand in rural and in nearby district markets. The products are fast moving in the market other

than their competitors due to quality, price and easy deliver.

They deliver their products on time to the bulk users whenever the order places directly to

the company through their own transportation facilities.

1.6 DISTRIBUTION CHANNELS

RETAILERS

RETAILERSEND USERS

WHOLESALERS

MANUFACTURER

END USERS

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MANUFACTURER MANUFACTURER

AGENTS

END USERS

END USERS

NEED FOR THE STUDY

The success of marketing depends on the customer satisfaction. To satisfy the customers, the

marketer should know clearly about the perception of consumers towards their products.

What the consumers feel about their products and what are their expectations.

The success of any manufacturing organization depends largely on the customers and this

study carried in order to know what actually the consumers feel about TV-Tower brand and

its products.

The study helps the management to know where they actually stand in the minds of the

consumers.

The study was mainly undertaken to identify the customer’s perceptions in the aim of

customer retention and in order to create ways to develop a new market.

The study is useful to the management to know how loyal their consumers are.

The study helps the management to identify the consumer’s expectation about TV-Tower

brand for making further improvements.

The study will clearly state to the management, about their brand position in the market and

in the minds of consumers among other brands.

CHAPTER – II

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REVIEW OF LITERATURE

2.1 PERCEPTION

Perception can be defined as the process by which an individual selects, organizes, and

interprets stimuli into a meaningful and coherent picture of the world.

It is a process through which incoming stimuli are given meaning; a process through which

we make sense out of the world.

2.1.1 PERCEIVED RISK

A. Anxieties felt

Consumes cannot anticipate the outcomes of a purchase

Believe that there may be negative.

B. Marketers try to reduce a consumer’s perceived risk and encourage purchases by strategies such

as providing

Free trail of a product

Securing endorsements from influential

People providing warranties and guarantees.

2.1.2 INFORMATION PROCCESING (WHAT DO YOU PERCEIVE)

1. EXPOSURES - People are eligible to perceive - are your customers exposed to your messages..?

2. ATTENTION - Engagement of processing capability.

Do your customers pay attention to your messages..?

3. COMPREHENSION - organization of stimuli - Do the customers understand your messages..?

4. ACCEPTANCE – Persuasion..? Do your messages convince customers of what you are saying..?

5. RETENTION - Do they remember them..?

6. SENSORY MEMORY - short-term & long-term memory

2.1.3 INFORMATION PROCCESING (WHAT DO YOU PERCEIVE)

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The process by which an individual uses information to create a meaningful picture of the world

by,

Selecting,

Organizing,

Interpreting.

1. Selective Perception

A. Filtering

Exposure,

Comprehension and

Retention

B. In the human brain’s attempt to organize and interpret informations.

2. Selective Exposure

A. Consumers can pay attention to the messages that are consistent their own

Attitudes and Beliefs.

B. Consumers can ignore the messages that are inconsistent

3. Selective Comprehension

A. Involves interpreting (distorting?) information so that it is consistent with

Person’s Attitudes and Beliefs.

4. Selective Retention

A. Consumers do not remember all the information they see, read or hear.

5. Subliminal Perception

A. Consumers see or hear messages without being aware of them.

B. This is a hotly debated issue with more popular appeal than scientific support.

C. Research suggests that such messages have limited effects on behavior.

2.1.4 THE NATURE OF PERCEPTION

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Information Processing for Consumer Decision Making

2.1.5 CONSUMER PERCEPTION THEORY

ATTENTION

Low Involvement -------------- High Involvement

EXPOSURE

Random ------------------ Deliberate

INTERPRETATION

Low Involvement ------------ High Involvement

PERCEPTION

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Short term MEMORY Long Term

Active Problem Solving Sorted Experience Values, Decision, Rules, Feelings

PURCHASE AND CONSUMPTION DECISION

Consumer - cultural filters - perceived needs - active experience - perfect timing -

positive perception - fits needs.

CPT MODEL

Consumer Perception Theory (CPT) illustrates and explains one method through which

advertising is effective. There are two basic concepts that need to be accepted in order for CPT to be

understood: cultural filtration, perceptual reality.

No Perceived Need Perceived Need

No/Inactive Experience, Bad Timing

Active Advertising Experience

Negative Perception, Doesn’t Fit Needs

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Positive Perception, Fits Needs

PurchaseNo Purchase

CONSUMER

Cultural filtration is simply the reason that people perceive day to day life differently from

one another. Each person is unique and has had a unique set of life events that shape the way they

experience. An easy way of understanding cultural filtration is by comparing the cultural filter to a

pair of sunglasses. When we wear tinted glasses we view the world as being the color of the lens, the

same applies with our cultural filters. We gather our experiences on a wide variety of topics

(politics, education, experience, vocabulary, travel, geographic location, cultural knowledge,

tradition, family, heritage, race, ethnicity, sexuality, habits, etc) and form our own unique cultural

filter. It is through this unique filter that we experience everything, including advertising. In the

model above the pink tinted rectangle represents the cultural filter.

With cultural filtration in place, we can proceed through the steps of the model which

define the theory. The process of CPT starts with the consumer: an individual toward which the

message is directed. The consumer must first have a perceived need or want, and then actively

experience an advertisement in the product category where the need or want exists. It is a catalyst

for the model if this advertisement occurs at strategic timing in the process. After exposure, the

consumer forms an opinion about the product.

This perception becomes the reality of that product to the consumer. It is possible that this

truth could change with exposure to competitive messages from a wide variety of sources (other

media, friends, advice columns etc). If, however, the product is perceived, and therefore assigned the

truth, of being positive it is then evaluated as to whether or not it fills the need or want. If it does

indeed fit the need, it is likely that the consumer will proceed to the purchase stage of the model. In

the purchase stage the consumer decides to purchase or not to purchase the product. Again, there are

a number of variables surrounding this decision, as surround each step and decision in the model.

2.1.6 FACTORS AFFECTING SENSORY PERCEPTION

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1. Stimulus factors

Visual cues: color, shape, and size.

Aural cues: tempo and pitch.

Olfactory cues: sweet, bitter, and floral.

Tactile cues: soft, coarse and silky.

2. Individual Response Factors

Sensory acuity: the capacity to recognize and differentiate among certain sensory

cues.

Sensory preferences: sensory product features are perceived and evaluated based on

consumers’ preferences.

Consumer expectation: it affects how certain product features are likely to be

perceived and evaluated.

2.1.7 STIMULUS FACTORS AFFECTING GESTALT PERCEPTION

Color, Symbols and contrast

Size, Intensity

Position – proximity

Isolation

Unity

Closure – need to fill in and complete

Outstanding ness – figure and ground

Stimulus generalization – e.g. look alike products

Stimulus discrimination – Perdue chickens

Context or setting

Frequency – how often is it seen.?

Movement – is it different.?

Odour

Taste

2.1.8 INDIVIDUAL FACTORS AFFECTING GESTALT PERCEPTION

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Interest

Involvement

Needs

Values

Cognitive set

Ability to perceive

2.1.9 SOME INTERNAL PSYCHOLOGICAL FACTORS INFLUENCING CONSUMER

CHOICE

The directive, information-processing aspects of the personality are described in

terms of eight successive steps:

Exposure,

Perception,

Comprehension,

Agreement,

Retention,

Retrieval,

Decision making, and

Action.

Each of these steps is illustrated by recent psychological research. The dynamic,

motivational aspect of human personality is described more briefly in terms of 16 basic human

motives that have received attention in recent psychological research.

2.1.10 CONSUMER BUYER BEHAVIORS

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The buying behavior of final consumers-individuals and households who buy goods and

services for personal consumption.

Characteristics Affecting Consumer Behavior

Consumer purchases are influenced strongly by cultural, social, personal and

psychological characteristics.

Cultural Social Personal Psychological

Culture

Sub culture

Social Class

Reference groups

Family

Role and status

Age and life cycle

stage

Occupation

Economic

situation

Motivation

Perception

Learning

Beliefs and

attitudes

2.1.11 CULTURAL FACTORS

Cultural factors exert a broad and deep influence on consumer behavior. The marketer needs

to understand the role played by the buyer’s culture, subculture, and social class.

Culture

Culture is the most basic cause of a person’s wants and behavior. The set of basic

values, perceptions, wants and behaviors learned by a member of society from family

and other important institutions.

Social Factors

A consumer’s behavior also is influenced by social factors, such as the consumers small

groups, family, and social roles and status.

Group

Two or more people who interact to accomplish individual or mutual goals. Group that

have a direct influence and to which a person belongs are called membership groups.

Family

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Family members can strongly influence buyer behavior. The family is the most

important consumer buying organization in society, and it has been researched

extensively. Marketers are interested in the roles and influence of the husband, wife, and

children on the purchase of different products and services.

2.1.12 PERSONAL FACTORS

A buyer’s decision also are influenced by personal characteristics such as the buyer’s age

and life cycle stage, occupation, economic situation, lifestyle, and personality and self- concept.

Age and Life-Cycle Stage

People change the goods and services buy over their lifetimes. Tastes in food, clothes,

furniture, and recreation are often age related. Buying is also shaped by the stage of the

family life cycle- the stages through which families might pass as they mature over time.

Marketers often define their target markets in terms of life-cycle stage and develop

appropriate products and marketing plans for each stage.

Occupation

A person’s occupation affects the goods and services bought. Blue collar workers tend to

buy more rugged work clothes, whereas executive buy more business suits. Marketers

try to identify the occupational groups that have an above average interest in their

products and services. A company can even specialize in making products needed by a

given occupational group.

Economic situation

A person’s economic situation will affect product choice. Marketers of income sensitive

goods watch trends in personal income, savings, and interest rates. If economic

indicators point to a recession, marketers can take steps to redesign, reposition, and

reprice their products closely.

Lifestyle

A person’s pattern of living as expressed in his or her activities, interests, and opinions.

2.1.13 PSYCHOLOGICAL FACTORS

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A person buying choices are further influenced by four major psychological factors

Motivation

Perception

Learning

Beliefs

Attitudes.

Motivation

A need that is sufficiently pressing to direct the person to seek satisfaction of the need.

Psychologists have developed theories of human motivation. Tow of the most popular

the theories of Sigmund Freud and Abrahain Maslow - has quite different meanings

analysis and marketing.

The Freud suggested that a person does not fully understand his or her motivation. If

Anna Flores wants to purchase an expensive camera, she may describe her motive as

wanting a hobby or career. At a deeper level, she may be purchasing the camera to

impress others with her creative talent. At a still deeper level, she may be buying the

camera to feel young and independent again.

Learning

Learning describes changes in an individual’s behavior arising from experience.

Learning theorists say that most human behavior is learned. Learning occurs through the

interplay of drives, stimuli, cues, response, and reinforcement.

Belief

A descriptive thought that a person holds about something.

Attitude

A person’s consistently favorable or unfavorable evaluation, feelings, and tendencies

toward an object or idea.

2.2 REVIEW OF LITERATURE FROM ARTICLES

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2.2.1 PERCEPTION IS REAL; REALITY IS NOT

Article by, DANIEL SITTER, Author of the popular award-winning e-book,

According to Daniel sitter, Perception Is Real; Reality Is Not. In the real world, it is an

absolutely true statement that you should memorize and repeat daily. Reality may at times confuse

our senses.

“..What appears to be reality actually is not real; our perception of reality is what is actually

real to us...”

Perception is actually more important than reality in the present business, particularly

marketing and advertising. Insensitivity and indifference will fan the flame of customer anger and

possibly lead to a lost customer. Paying more attention to customer perception will supercharge your

customer service reputation and subsequent sales figures.

2.2.2 MARKETING'S FIRST RULE: PERCEPTION IS REALITY

Article by, PHIL GRISOLIA.

Phil defines perception as “...A mental grasp of objects, qualities, etc. by means of the

senses; awareness; a specific idea, concept, impression...” In short, it’s what the public – as well as

your current customers – thinks about a company, its products, and its services..”

He says perception is as the Horse and Customer loyalty as the cart. Where the perception

leads the direction for the loyalty as horse pulls the cart in the right path. Creating perception is a

process, not destination. It’s a continuing process. The perception of a business—

what it is,

what it does,

what it offers.

It is something that requires periodic updating as the times and the expectations of its

customers and public image. E.g.: PEPSI Vs COKE; TOYOTA Vs FORD.

2.2.3 THREE AFFECTS THAT PERCEPTION HAS ON YOUR SUCCESS

Article by, JASON OSBORN,

24

http://ezinearticles.com/?expert=Jason_Osborn

http://ezinearticles.com/?expert=Phil_Grisolia

Janson says that the level of success is on our perception. If our perceptions on certain things

are off a little it will have a large impact on your success. He puts up three factors as

SET-UP YOUR ATTITUDE – If we go in a situation with a positive perception about

something then we will generally have a bad attitude about it, when having a great

perception on something will lead to great attitude and generally seize more opportunities.

AFFECTS YOUR AFFECTIONS – Perception affects our attitude and also our actions.

Whereas our actions will determine what kind of result we will have if those actions are

consistent, that will bring success

AFFECTS YOUR DECISIONS – Bad perception will lead to bad decisions; we could

make wrong decisions due to misconception. The best is to do is to not prejudge things.

2.2.4 PERCEPTION – CONSUMER BEHAVIOR and CRM

Article by, WILLIAM J. MC.GUIRE..

Perception is the second major psychological factor that influences consumer behavior.

People receive messages through our five organs viz., eyes, ears, nose, mouth and skin, The

different sights, sounds, smells, tastes and sensations that we feel are knows as stimuli.

William says as, Perception helps to explain the phenomenon of why different individuals

respond differently to the same stimulus under the same condition. As a marketing manager, you are

providing stimulus to your consumers through the physical shape, color, size, fragrance, and feel,

taste of your product, its package, advertisements and commercials.

Your interest is to understand why and what different types of perceptions are associated

with each of the stimuli so that you can highlight that particular stimulus or combination of stimuli

which evokes the most favorable perception in the maximum number of consumers.

2.2.5 THE INFLUENCE OF ORIGIN AND VARIETY OF CONSUMER PERCEPTIONS

Article by, AUTHOR R. ALVENSLEBEN, T. MEIER..

25

He addresses on the psychological factors causing distortions in the consumers' perception of

product quality. He says “Perception is subjective and selective information processing. In the case

of habitual buying, rather simple information processing”

He puts forward an example as the consumer perception differs to various products quality.

The taste perception of field grown tomatoes has a positive direction, while glasshouse tomatoes

demonstrate a negative halo-effect. In general, the appearance of product is the dominant criterion

for consumer perception. However, a significant segment of the consumer population may use the

information on the origin and the production method as additional information.

2.2.6 CUSTOMER PERCEPTION STUDIES

Article by, SMI (Strategic Metric Institute)

They say service quality, trust and commitment are extremely important issues in today's

dynamic marketplace. It is crucial to have customers with high levels of trust and commitment in

order to maintain a customer retention base.

Strategic Metrics is a full-service custom market research firm, where they use a variety of

research methods to evaluate a customer's perception of client's offerings. In addition, SMI also

provides customer perception information for competitors in competing market through some tools

such as.,

Focus Groups / Depth Interview

Telephone Interview

Mail Surveys

Web Surveys

IVR (Interactive Voice Response) Telephone survey

2.2.7 RELATIONSHIP BETWEEN SENSORY, HIDDEN ATTRIBUTES AND PRICE

INFLUENCING CONSUMER PERCEPTION

26

Article by, CHARLES S. BRENNAN, VICTOR KURI

UNIVERSITY OF PLYMOUTH AT SEALE-HAYNE, Applied Food Research.

Hereby Mr. Charles says that consumer attitudes towards food products are mainly

influenced by quality attributes. Ethical factors are important in some cases, but they may be

overstated. The relationships between consumers' awareness of food, price and perceived quality of

food were investigated by tests involving series of consumer panels and sensory evaluation. Sensory

responses were also matched to instrumental analysis data. Results indicated that overall there was

no relation between panelist’s views about foods and their sensory perceptions.

However their study shows that most of the people would not be likely to change their

preference once they had made a product choice based upon sensory attributes. This has important

implications, indicating that not only price, but also sensory quality of food must be considered in

order to maintain repeated purchases by most consumers.

2.2.8 FACTORS AFFECTING CONSUMER PERCEPTIONS ON PRODUCT SAFETY

Article by, ALAN CHING BIU TSE,

EUROPEAN JOURNAL OF MARKETING,

He examine how perceived product safety may be affected by such product-related factors as

price, brand name, store name, promotion channels, source credibility, country of origin, nature of

product testing authority and warranty. Shows that perceived product safety was significantly

affected by all of the variables mentioned above.

He also implies that, by carefully manipulating these variables in formulating marketing

strategies, managers can attract the large and growing market of safety-conscious consumers and

gain a competitive edge that cannot possibly be ignored.

2.2.9 PROMOTIONAL STRATEGY FULFILLS CONSUMERS PERCEPTION

Article by, ARADHNA KRISHNA and BARI HARLAM,

27

UNIVERSITY OF MICHIGAN, Michigan, USA

He prescribes that the effectiveness of any promotional strategy depends, in part, on

how accurately channel members predict consumers’ perceptions of their promotional activity. In

this article he examines that the manufacturer and retailer beliefs about consumers’ perceptions of

sales promotions and assess the accuracy of these predictions.

Their findings indicate that manufacturers and retailers hold similar. When assessing

consumers’ specific beliefs about different types of promotions, these channel members

underestimate consumer knowledge. The similarity of supplier and retailer knowledge bodes well

for channel efficiency, yet limitations in their understanding of consumer knowledge about

promotions may lead to weakness in channel marketing strategies.

2.2.10 WAYS TO PROMOTE POSITIVE CONSUMER PERCEPTION

Article by, JANAE WENTWORTH..

Customer perception is an important component of our relationship with our customers.

Given that 90% involve the phone, how we handle the telephone is essential to creating a perception

for our customer that aligns with a company’s mission of service. The following is a great way of

handling phone.,

1. The greeting is “Good Morning/Afternoon” this is Joshua with (your company name).

How may I help you..?

2. Always ask and receive a response from people before you put them on hold, “Would you please

hold..?” then be sure they are not on hold very long otherwise offer to call them back.

3. Remember to smile on the phone. Slow down and speak plainly and clearly..

4. If you transfer a call and know who is calling, tell the name of the caller to your co-worker so

they can greet the person by their name.

6. Remember to always “thank” the customer. Thank them for calling. Thank them for their

business. Thank them for cooperation and understanding.

2.3 PERCEPTION PROCESS

28

http://ezinearticles.com/?expert=Janae_Wentworth

SELECTING ORGANIZING INTERPRETATION

2.3.1 DIAGRAMATIC REPRESENTATION OF THE STUDY

NegativePerception

Positive Perception

CHAPTER – III

29

CONSUMERPERCEPTION

INDIVIDUALRESPONSE FACTORS

SOCIAL FACTORS

SENSES

ADVERTISING

COMMUNICATION

PSYCOLOGICAL FACTORS

CULTURE

VALUES&

BELIEFS

STIMULUS

FACTORS

PERSONAL FACTORS

NO ACTION

PURCHASE DECISION

PURCHASE ACTION

OBJECTIVES OF THE STUDY

To ascertain the consumers perception on TV-TOWER brand.

To identify the factors that induces the consumer to buy TV-TOWER brand.

To know the consumer involvement in purchasing TV-TOWER brand.

To know the consumer loyalty towards TV-TOWER brand.

To suggest ways to promote TV-TOWER brand by analyzing consumer expectations.

CHAPTER – IV

30

RESEARCH METHODOLOGY

4.1 RESEARCH DESIGN

“A research design is the arrangement of conditions for collection and analysis data in a

manner that aims to combine relevance to the researcher purpose with economy in procedure”.

It constitutes the blueprint for the collection, measurement and analysis of data. As such the

design includes an outline of what the researcher will do form writing the hypothesis and its

operational implication to the final analysis of data.

More explicitly, the design decisions happen to be in respect of;

What is the study about?

Why is the study being made?

Where will the study be carried out?

What type of data is required?

Where can the data are found?

What periods of time will the study include?

What will be the sample design?

How will the data be analyzed?

In what style will the report be prepared?

What techniques of data collection will be used?

Research is an art of scientific investigation. According to Redmen and Mary defines

research as a “systematic effort to gain knowledge”. Research methodology is way to systematically

solve the research problem. It is a plan of action for a research project and explains in detail how

data are collected and analyzed.

The Research Design undertaken for the study is Descriptive one. A study, which wants to

portray the characteristics of a group or individuals or situation, is known as Descriptive study. It is

mostly qualitative in nature.

4.2 TYPES OF DATA COLLECTED

31

4.2.1 PRIMARY DATA

Questionnaires are prepared and personal interview was conducted. Most of the questions

are consist of multiple choices. The structured interview method was undertaken. The interview was

conducted in English as well as in Tamil. Proper care was taken to frame the interview schedule in

such a manner it should be easily understood in view of educational level of the employees.

Generally 25 questions are prepared and asked to the employees of the Pondicherry Private Ltd.,

Puducherry.

4.2.2 SECONDARY DATA

Secondary data was collected from Internets, various books, Journals, and Company

Records.

4.3 SAMPLING SIZE AND TECHNIQUE

4.3.1 DEFINING THE POPULATIONS

The Population or Universe can be Finite or infinite. The TV-Tower products are consumer

based, where as the consumers of TV-Tower brand products are uncountable. So, the population of

this study is Infinite.

4.3.2 SAMPLING PLAN

A sampling plan is a definite design for obtaining a sample from the sampling frame. It

refers to the technique or the procedure the researcher would adopt in selecting some sampling units

from which inferences about the population is drawn.

The sampling technique used in this study is Convenient Sampling method. In this method

the researcher select those units of the population in the sample, which appear convenient to him

where he is conducting research.

32

4.3.3 SAMPLE SIZE

Nearly 100 samples are taken in Pondicherry.

4.3.4 FIELD WORK

The field works is done at Pondicherry and in around areas.

4.3.5 PERIOD OF SURVEY

The period is from February, 2008 to March, 2008.

4.3.6 QUESTIONNAIRE CONSTRUCTION

Questionnaires were constructed based on the following types

Open ended questions

Close ended questions

Multiple choice questions

4.4 DESCRIPTION OF STATISTICAL TOOLS USED

To analyze and interpret collected data the following statistical tools were used.

Percentage method

Chi-square test

Weighted average method and

Analysis of variance (TWO-WAY ANOVA)

4.4.1 PERCENTAGE METHOD

33

In this project Percentage method test was used. The percentage is used for making

comparison between two or more series of data. It is used to classify the opinion of the respondents

for different factors. We can get percentages of the data given by the respondents. The following are

the formula

No of Respondent Percentage of Respondent = x 100 Total no. of Respondents

4.4.2 CHI-SQUARE TEST

Chi-square analysis in statistics is to test the goodness of fit to verify the distribution of

observed data with assumed theoretical distribution. Therefore it is a measure to study the

divergence of actual and expected frequencies. Chi-square, symbolically written as x2 (Pronounce

as Ki-Square), is a statistical measure used in the context of sampling analysis for comparing a

variance to a theoretical variance.

Formula, O = Observed frequency

E = Expected frequency

The calculated value of chi-square is compared with the table of chi-square for the given

degrees of freedom at the specified level of significance. If the calculated value is greater than the

tabulated value then the difference between the observed frequency and the expected frequency are

significant. The degrees of freedom is (n-2) where ‘n’ is number of observed frequencies and in case

of contingency table the degrees of freedom is (C-1) (R-1) where C is number of columns and R is

number of rows.

In this study chi-square test was used. It is used to find the relation between the respondents

recommended to buy TV-Tower products to others and the plan to change the brand. It is used to

find the relation between the factor induced to buy TV-Tower brand and the opinion of respondents

on TV-Tower when compared with other brand.

4.4.3 WEIGHTED AVERAGE METHOD

34

(O-E) 2

2 = E

Weighted average can be defined as an average whose component items are multiplied by

certain values (weights) and the aggregate of the products are divided by the total of weights. It is

essential to allocate weight applied but may vary in different cases. Thus weightage is a number

standing for the relative importance of the items.

The weighted average method can be calculated by the following formula. This tool is used

to find the rank given by the respondents to the various factors of TV-Tower brand products and to

find the ranks of various brands according to respondent’s opinion. It can be calculated as

Here,

XW represents the weighted average.

X represents the value of variable.

W represents the weight given to the variable.

4.4.4 ANALYSIS OF VARIANCE (ANOVA)

Analysis of variance is an extremely useful technique concerning research. This is used when

multi sample are involved.

Anova is extremely a procedure for testing the difference among different groups of data for

homogeneity. The essence of ANOVA is that the total amount of variation in a set of data is broken

down into two types such as One-way Anova and Two-way Anova.

In this study TWO-WAY ANOVA is used to find the relationship between the numbers of

years the respondents using TV-Tower brand and the satisfaction level of respondents. Here we are

to investigate two factors at the same time, so Two-way Anova is used.

Steps involved in Two-way ANOVA are

35

XW = ∑ WX / ∑ X

1. Name of the Row samples as x1, x2, x3, x4……

2. Name of the Column samples as y1, y2, y3, y4……

3. Calculate the sum of all items by T = ∑ x1 + ∑ x2 + ∑ x3….

4. Correction factor CF = T²

N

5. Calculate Total sum of squares SST = ∑ x1² + ∑ x2² + ∑ x3²….

6. Sum of squares between column samples SSC = (∑ y1) ² + (∑ y2) ² + (∑ y3) ² T²

n n n N

7. Sum of squares between column samples SSR = (∑ x1) ² + (∑ x2) ² + (∑ x3) ² T²

n n n N

8. Calculating Residual or Error SSE = [SST- (SSC+SSR)]

The basic principle of the Anova is to test for differences amongst the means of the

population by examing the amount of variation within the samples, relation to the amount of

variation between the samples.

TWO-WAY ANOVA TABLE

SOURCE OF VARIATION

SUM OF SQUARES

DEGREES OF FREEDOM (D.F)

MEAN SQUARE (MS)

F-RATIO

BETWEEN COLUMNS

TREATMENT

SSC V1 SSC

MSC = K-1

MSCF1 = MSE

MSRF2 =

MSE

BETWEEN ROWS

TREATMENT

SSR V2 SSR

MSR = R-1

RESIDUAL OR ERROR

SSE (K-1) (R-1) SSE

MSE = K-1) (R-1)

If the calculated value (C.V) of F1 < tabulated value (T.V) of F1 then H0 is ACCEPTED.

If the calculated value (C.V) of F1 > tabulated value (T.V) of F1 then H0 is REJECTED.

CHAPTER – V

36

DATA ANALYSIS AND INTERPRETATION

5.1 ANALYSIS USING PERCENTAGE METHOD

TABLE 5.1.1

RESPONDENTS BASED ON THEIR GENDER

S.NO. GENDER FREQUENCY PERCENTAGE

1 Male 65 65

2 Female 35 35

TOTAL 100 100

Source: Primary Data Inference:

The above table infers that, 65 percent of the respondents are male and 35 percent of the

respondents are female.

CHART 5.1.1

FEMALEMALE

SEX OF THE RESPONDENT

60

40

20

0

PE

RC

EN

TA

GE

35.0%

65.0%

RESPONDENTS BASED ON THEIR GENDER

TABLE 5.1.2

RESPONDENTS BASED ON THEIR AGE LEVEL

37

S.NO AGE GROUPS FREQUENCY PERCENTAGE

1 18-25 19 19

2 26-35 30 30

3 36-45 30 30

4 Above 45 21 21

TOTAL 100 100

Source: Primary Data

Inference:

The above table infers that, 19% of the respondents are from 18-25 age level, 30% are from

26-35 age level, 30% are from 36-45 age level and 21% are above 45 age groups.

CHART 5.1.2

Above 4536-4526-3518-25

AGE OF THE RESPONDENT

30

25

20

15

10

5

0

PE

RC

EN

TA

GE

21.0%

30.0%30.0%

19.0%

RESPONDENTS BASED ON THEIR AGE LEVEL

TABLE 5.1.3

RESPONDENTS BASED ON THEIR MONTHLY INCOME

38

S.NO MONTHLY INCOME FREQUENCY PERCENTAGE

1 Less than 3000 5 5

2 3000-5000 18 18

3 5000-10000 44 44

4 Above 10000 33 33

TOTAL 100 100


Inference:

The above table infers that, 5 % of respondents gets less than 3000, 18 % respondents gets

3000-5000, 44 % gets 5000-10000 and 33 % gets above 10000

CHART 5.1.3

Above 100005000-100003000-5000Less than 3000

INCOME OF THE RESPONDENT

50

40

30

20

10

0

PE

RC

EN

TA

GE

33.0%

44.0%

18.0%

5.0%

RESPONDENTS BASED ON THEIR MONTHLY INCOME

TABLE 5.1.4

RESPONDENTS BASED ON THE BRAND NAME STRIKES IN THEIR MIND

39

S.NO BRAND NAME FREQUENCY PERCENTAGE

1 TV-Tower 60 60

2 True 8 8

3 Aashirvaad 20 20

4 Pillsbury 12 12

TOTAL 100 100


Inference:

The above table infers that, 60 % says TV-Tower brand strikes in mind, 8 % says True, 20

% says Aashirvaad and 12 % says Pillsbury strikes in their mind.

CHART 5.1.4

PILLSBURYAASHIRVAADTRUETV-TOWER

BRAND NAME STRIKES IN MIND

60

50

40

30

20

10

0

PE

RC

EN

TA

GE

12.0%

20.0%

8.0%

60.0%

RESPONDENTS BASED ON THE BRAND NAME STRIKES IN THEIR MIND

TABLE 5.1.5

RESPONDENTS BASED ON BRAND AT THEIR FIRST PURCHASE

40

S.NO BRAND FREQUENCY PERCENTAGE

1 TV-Tower 66 66

2 Other Brand 34 34

TOTAL 100 100


Inference:

The above table infers that, 66 % say TV-Tower was their first purchase, 34 % say that they

purchased other brand.

CHART 5.1.5

OTHER BRANDTV-TOWER

BRAND AT FIRST PUCHASE

60

40

20

0

PE

RC

EN

TA

GE

34.0%

66.0%

RESPONDENTS BASED ON BRAND AT THEIR FIRST PURCHASE

TABLE 5.1.6

FACTOR MADE RESPONDENTS TO SHIFT TOWARDS TV-TOWER

41

S.NO FACTORS FREQUENCY PERCENTAGE

1 Quality 14 41.18

2 Taste 8 23.53

3 Availability 7 20.59

4 Price 5 14.71

5 Packages 0 0

TOTAL 34 100


Inference:

The above table infers that, 41.18 % says Quality, 23.53 % says Taste, 20.59 % says

Availability and 14.71 % says Price factors made them to shift their brand to TV-Tower.

CHART 5.1.6

PRICEAVAILABILITYTASTEQUALITY

FACTOR MADE TO SHIFT FROM OTHER BRAND TO TV-TOWER

50

40

30

20

10

0

PE

RC

EN

TA

GE

14.71%

20.59%23.53%

41.18%

FACTOR MADE RESPONDENTS TO SHIFT TOWARDS TV-TOWER

TABLE 5.1.7

FACTOR INDUCED RESPONDENTS TO PURCHASE TV-TOWER PRODUCTS

42


1 Quality 43 43

2 Taste 27 27

3 Availability 18 18

4 Price 12 12

5 Packages 0 0

TOTAL 100 100


Inference:

The above table infers that, 43 % says Quality, 27 % says Taste, 18 % says Availability

and 12 % says Price factors induced them to buy TV-Tower products.

CHART 5.1.7


FACTOR INDUCED TO PURCHASE TV-TOWER

50

40

30

20

10

0

PE

RC

EN

TA

GE

12.0%

18.0%

27.0%

43.0%

FACTOR INDUCED RESPONDENTS TO PURCHASE TV-TOWER PRODUCTS

TABLE 5.1.8

RESPONDENTS CAME TO KNOW TV-TOWER BRAND PRODUCTS

43

S.NO KNOWN THROUGH FREQUENCY PERCENTAGE

1 Advertisement 0 0

2 Relation 25 25

3 Friends 46 46

4 Selling Outlets 29 29

TOTAL 100 100


Inference:

The above table infers that, 25 % of respondents came to know TV-Tower brand from

Relations, 46 % from Friends and 29 % knew from Selling Outlets.

CHART 5.1.8

SELLING OUTLETSFRIENDSRELATIONS

RESPONDENT CAME TO KNOW TV-TOWER

50

40

30

20

10

0

PE

RC

EN

TA

GE

29.0%

46.0%

25.0%

RESPONDENTS CAME TO KNOW TV-TOWER BRAND

TABLE 5.1.9

BASED ON THE RESPONDENTS USING TV-TOWER PRODUCTS

44

S.NO TV-TOWER PRODUCTS FREQUENCY PERCENTAGE

1 Atta 33 33

2 Maida 5 5

3 Sooji 0 0

4 All the Three 62 62

TOTAL 100 100


Inference:

The above table infers that, 33 % says they use only Atta, 5 % use Maida and 62% use All

the products (Atta, Maida, Sooji) from TV-Tower brand.

CHART 5.1.9

ALL THE THREEMAIDAATTA

PRODUCTS USING FROM TV-TOWER

60

40

20

0

PE

RC

EN

TA

GE

62.0%

5.0%

33.0%

BASED ON THE RESPONDENTS USING TV-TOWER PRODUCTS

TABLE 5.1.10

NUMBER OF YEARS THE RESPONDENTS ARE USING TV-TOWER PRODUCTS

45

S.NO NO. OF YEARS FREQUENCY PERCENTAGE

1 Below 2 yrs 17 17

2 2-5 yrs 29 29

3 6-8 yrs 22 22

4 Above 8 yrs 32 32

TOTAL 100 100


Inference:

The above table infers that, 17% are using from Below 2yrs, 29% say they are using from

2-5 yrs, 22% of respondents say they are using from 6-8 yrs and 32% of them are using

TV-Tower products above 8 yrs.

CHART 5.1.10

ABOVE 8 yrs6-8 yrs2-5 yrsBELOW 2 yrs

YEARS OF USING TV-TOWER PRODUCTS

40

30

20

10

0

PE

RC

EN

TA

GE

32.0%

22.0%

29.0%

17.0%

NUMBER OF YEARS THE RESPONDENTS ARE USING TV-TOWER PRODUCTS

TABLE 5.1.11

RESPONDENTS BASED ON USAGE OF TV-TOWER PRODUCTS

46

S.NO USAGE LEVEL FREQUENCY PERCENTAGE

1 Daily 44 44

2 Weekly 31 31

3 Random 17 17

4 On Special Occasions 8 8

TOTAL 100 100


Inference:

The above table infers that, 44% are consuming TV-Tower products Daily, 31% are

consuming Weekly, 17 % are using Randomly and 8% of them are using on Special Occasions.

CHART 5.1.11

ON SPECIAL OCCASSIONS

RANDOMWEEKLYDAILY

USAGE TV-TOWER PRODUCTS

50

40

30

20

10

0

PE

RC

EN

TA

GE

8.0%

17.0%

31.0%

44.0%

RESPONDENTS BASED ON USAGE OF TV-TOWER PRODUCTS

TABLE 5.1.12

BASED ON PACKAGE SIZES PREFERRING BY RESPONDENTS AT PURCHASE TIME

47

S.NO PACKAGE SIZES FREQUENCY PERCENTAGE

1 1 Kg pack 26 26

2 5 Kgs pack 42 42

3 10 Kgs pack 32 32

TOTAL 100 100


Inference:

The above table infers that, 26 % are prefers1 kg pack, 42 % prefers 5 kgs pack, and

32 % are prefers 10 kgs pack at the time of purchase.

CHART 5.1.12

10 Kgs5 Kgs1 Kg

PACK SIZE PREFERRING AT PURCHASE TIME

50

40

30

20

10

0

PE

RC

EN

TA

GE

32.0%

42.0%

26.0%

BASED ON PACKAGE SIZES PREFERRING BY RESPONDENTS AT PURCHASE TIME

TABLE 5.1.13

WEEKLY CONSUMPTION OF TV-TOWER PRODUCTS BY THE RESPONDENTS

48

S.NO CONSUMPTION LEVEL FREQUENCY PERCENTAGE

1 Less than 2 Kgs 35 35

2 2 to 5 Kgs 45 45

3 5 to 10 Kgs 18 18

4 Above 10 Kgs 2 2

TOTAL 100 100


Inference:

The above table infers that, 35% of respondents consume Less than 2 kgs, 45% consumes 2-

5 kgs, 18% consumes 5-10 kgs and 2% consumes above 10 kgs for a week.

CHART 5.1.13

Above 10 Kgs5-10 Kgs2-5 KgsLess than 2 Kgs

WEEKLY CONSUMPTION OF TV-TOWER PRODUCTS

50

40

30

20

10

0

PE

RC

EN

TA

GE

2.0%

18.0%

45.0%

35.0%

WEEKLY CONSUMPTION OF TV-TOWER PRODUCTS BY THE RESPONDENTS

TABLE 5.1.14

RESPONDENTS OPINION ON AVAILABILITY OF TV-TOWER PRODUCTS

49

S.NO OPINION FREQUENCY PERCENTAGE

1 Easy Availability 71 71


3 Not Availability 0 0

TOTAL 100 100


Inference:

The above table infers that, 71 % says TV-Tower products are Easy Availability for them

and 29 % says Availability for them at the time of purchasing.

CHART 5.1.14

AVAILABILITYEASY AVAILABILITY

AVAILABILITY OF TV-TOWER PRODUCTS

80

60

40

20

0

PE

RC

EN

TA

GE

29.0%

71.0%

RESPONDENTS OPINION ON AVAILABILITY OF TV-TOWER PRODUCTS

TABLE 5.1.15

RESPONDENTS BASED ON SATISFACTION LEVEL OF TV-TOWER BRAND

50


1 Highly Satisfied 38 38

2 Satisfied 49 49

3 Neutral 8 8

4 Moderately Dissatisfied 5 5

5 Highly Dissatisfied 0 0

TOTAL 100 100


Inference:

The above table infers that, 38 % are Highly satisfied, 49% are Satisfied, 8% are Neutral, 5%

are Moderately Satisfied and No one Highly Dissatisfied with the TV-Tower products

CHART 5.1.15

MODERATELY DIS-SATISFIED

NEUTRALSATISFIEDHIGHLY SATISFIED

FEEL ABOUT TV-TOWER PRODUCTS

50

40

30

20

10

0

PE

RC

EN

TA

GE

5.0%8.0%

49.0%

38.0%

RESPONDENTS BASED ON SATISFACTION LEVEL OF TV-TOWER BRAND

TABLE 5.1.16

RESPONDENTS OPINION WHEN TV-TOWER PRODUCTS ARE COMPARED WITH

OTHER BRAND PRODUCTS

51


1 Quality 47 47

2 Taste 26 26


4 Price 14 14

5 Packages 0 0

TOTAL 100 100


Inference:

The above table infers that, 47 % says TV-Tower products are best in Quality, 26% says

Taste, 13% says its Available all the time, 14% says Price factor and 0% says Packages are different

than the other brand.

CHART 5.1.16


COMPARISON OF TV-TOWER WITH OTHER BRAND

50

40

30

20

10

0

PE

RC

EN

TA

GE

14.0%13.0%

26.0%

47.0%

RESPONDENTS OPINION WHEN TV-TOWER PRODUCTS ARE COMPARED WITH OTHER BRAND PRODUCTS

TABLE 5.1.17

RESPONDENTS RECOMMENDED ABOUT TV-TOWER PRODUCTS

S.NO PARTICULARS FREQUENCY PERCENTAGE

52

1 Yes 94 94

2 No 6 6

TOTAL 100 100


Inference:

The above table infers that, 94 % of respondents had recommended others to consume TV-

Tower products and 6% has not recommended still and say that they will recommend.

CHART 5.1.17

NOYES

RECOMMENDED TO OTHERS

100

80

60

40

20

0

PE

RC

EN

TA

GE

6.0%

94.0%

RESPONDENTS RECOMMENDED ABOUT TV-TOWER PRODUCTS

TABLE 5.1.18

RESPONDENT’S OPINION WHEN TV- TOWER PRODUCTS ARE NOT AVAILABLE


53

1 Purchase another Brand 39 39

2 Postpone your Purchase 61 61

TOTAL 100 100


Inference:

The above table infers that, 39 % says they will Purchase other brand and 61% of

respondents says they will postpone their purchase if TV-Tower brand is not available in shops.

CHART 5.1.18

POSTPONE YOUR PURCHASEPURCHASE ANOTHER BRAND

IF TV-TOWER NOT AVAILABLE IN SHOP

60

40

20

0

PE

RC

EN

TA

GE

61.0%

39.0%

RESPONDENT’S OPINION WHEN TV- TOWER PRODUCTS ARE NOT AVAILABLE

TABLE 5.1.19

RESPONDENTS OPINION ON BRAND NAME


54


2 Satisfied 64 64

3 Neutral 4 4



TOTAL 100 100


Inference:

The above table infers that, 32% are Highly satisfied, 64% are Satisfied, 4% are Moderately

Satisfied and No one are Moderately or Highly Dissatisfied with the TV-Tower Brand Name.

CHART 5.1.19

MODERATELY SATISFIEDSATISFIEDHIGHLY SATISFIED

SATISFACTION LEVEL OF BRAND NAME

60

40

20

0

PE

RC

EN

TA

GE

4.0%

64.0%

32.0%

RESPONDENT’S OPINION ON BRAND NAME

TABLE 5.1.20

RESPONDENTS OPINION ON TASTE OF TV-TOWER PRODUCTS


55


2 Satisfied 44 44

3 Neutral 4 4



TOTAL 100 100


Inference:


Satisfied, 1% are Moderately Dissatisfied and no one are Highly Dissatisfied with the Taste of TV-

Tower Products.

CHART 5.1.20

DIS-SATISFIEDMODERATELY SATISFIED

SATISFIEDHIGHLY SATISFIED

SATISFACTION LEVEL OF TASTE

60

50

40

30

20

10

0

PE

RC

EN

TA

GE

1.0%4.0%

44.0%

51.0%

RESPONDENT’S OPINION ON TASTE OF TV-TOWER PRODUCTS

TABLE 5.1.21

RESPONDENTS OPINION ON PRICE OF TV-TOWER PRODUCTS


56


2 Satisfied 52 52

3 Neutral 32 32



TOTAL 100 100


Inference:


Satisfied, 6% are Moderately Dissatisfied and no one are Highly Dissatisfied with the Price of TV-

Tower Products.

CHART 5.1.21

DIS-SATISFIEDMODERATELY SATISFIED

SATISFIEDHIGHLY SATISFIED

SATISFACTION LEVEL OF PRICE

60

50

40

30

20

10

0

PE

RC

EN

TA

GE

6.0%

32.0%

52.0%

10.0%

RESPONDENT’S OPINION ON PRICES OF TV-TOWER PRODUCTS

TABLE 5.1.22

SATISFACTION LEVEL OF RESPONDENTS ON QUALITY OF TV-TOWER PRODUCTS


57


2 Satisfied 34 34

3 Neutral 4 4



TOTAL 100 100


Inference:


Satisfied and no one are Moderately or Highly Dissatisfied with the Quality of

TV-Tower Products.

CHART 5.1.22


SATISFACTION LEVEL OF QUALITY

60

40

20

0

PE

RC

EN

TA

GE

4.0%

34.0%

62.0%

RESPONDENT’S OPINION ON QUALITY OF TV-TOWER PRODUCTS

TABLE 5.1.23

RESPONDENT’S OPINION ON PACKAGE SIZES OF TV-TOWER PRODUCTS


58


2 Satisfied 55 55

3 Neutral 22 22



TOTAL 100 100


Inference:


Satisfied and no one are Moderately or Highly Dissatisfied with the Package Sizes of

TV-Tower Products.

CHART 5.1.23


SATISFACTION LEVEL OF PACKAGE SIZES

60

50

40

30

20

10

0

PE

RC

EN

TA

GE

22.0%

55.0%

23.0%

RESPONDENT’S OPINION ON PACKAGE SIZES OF TV-TOWER PRODUCTS

TABLE 5.1.24

BASED ON RESPONDENT’S PLAN TO CHANGE THEIR BRAND


59

1 Yes 21 21

2 No 79 79

TOTAL 100 100


Inference:

The above table infers that, 21% of respondents have a plan to change their brand in future

and 79% of them have no plan to change from TV-Tower brand.

CHART 5.1.24

NOYES

PLAN TO CHANGE FOR OTHER BRAND

80

60

40

20

0

PE

RC

EN

TA

GE

79.0%

21.0%

BASED ON RESPONDENT’S PLAN TO CHANGE THEIR BRAND

TABLE 5.1.25

RESPONDENT’S OPINION ABOUT EFFECTIVE MEDIA TO PROMOTE TV-TOWER

BRAND

60

S.NO MEDIA TYPES FREQUENCY PERCENTAGE

1 News Paper 13 13

2 Television 40 40

3 Radio 21 21

4 Outdoor Displays 26 26

TOTAL 100 100


Inference:

The above table infers that, 13% says News Paper, 40% says Television, 21% says Radio

and 26% says Outdoor displays will be effective Media’s to promote TV-Tower brand products.

CHART 5.1.25

OUTDOOR DISPLAYSRADIOTELEVISIONNEWS PAPER

EFFECTIVE MEDIA FOR TV-TOWER TO PROMOTE

40

30

20

10

0

PE

RC

EN

TA

GE

26.0%

21.0%

40.0%

13.0%

RESPONDENT’S OPINION ABOUT EFFECTIVE MEDIA TO PROMOTE TV-TOWER BRAND

TABLE 5.1.26

RESPONDENT’S OPINION TO MAKE CHANGES IN TV-TOWER BRAND


61

1 Yes 28 28

2 No 72 72

Total 100 100


Inference:

The above table infers that, 28% needs some changes in TV-Tower products and 72%

says that they need not any changes to make in the products and they are satisfied with the present.

CHART 5.1.26

NOYES

ANY CHANGES REQUIRED TO MAKE

80

60

40

20

0

PE

RC

EN

TA

GE

72.0%

28.0%

RESPONDENT’S OPINION TO MAKE CHANGES IN TV-TOWER BRAND

TABLE 5.1.27

RESPONDENT’S OPINION TO MAKE CHANGES IN TV-TOWER PRODUCTS

S.NO PRODUCTS FREQUENCY PERCENTAGE

62

1 Atta 17 60.71

2 Maida 8 28.57

3 Sooji 3 10.71

TOTAL 28 100


Inference:

The above table infers that, 60.71% of respondents say they need some changes in Atta,

28.57% needs in Maida and 10.71% say they need changes in Sooji product.

CHART 5.1.27

SOOJIMAIDAATTA

CHANGE TO MAKE

60

40

20

0

PE

RC

EN

TA

GE

10.71%

28.57%

60.71%

RESPONDENT’S OPINION TO MAKE CHANGES IN TV-TOWER PRODUCTS

TABLE 5.1.28BASED ON SUGGESTION GIVEN BY RESPONDENTS TO ATTRACT NEW CUSTOMERS

S.NO SUGGESTION FREQUENCY PERCENTAGE

1 Cash Offers 17 17

63

2 Coupons 28 28

3 Extra Offers 39 39

4 Free Samples 16 16

TOTAL 100 100


Inference:

The above table infers that, 17% of respondents suggest Cash Offers, 28% suggest Coupons,

39% suggest Extra Offers and 16% suggest Free Samples can make to attract new customers.

CHART 5.1.28

FREE SAMPLESEXTRA OFFERCOUPONSCASH OFFER

SUGGESTION TO ATTRACT CUSTOMER

40

30

20

10

0

PE

RC

EN

TA

GE

16.0%

39.0%

28.0%

17.0%

BASED ON SUGGESTION GIVEN BY RESPONDENTS TO ATTRACT NEW CUSTOMERS

5.2 ANALYSIS USING CHI-SQUARE TEST- 2

TO ANALYSE THE DIFFERENCES OF OPINION REGARDING THE

RESPONDENTS RECOMMENDED OTHERS TO BUY TV-TOWER BRAND AND THEIR

PLAN TO CHANGE OTHER BRAND AFTER USING TV-TOWER

64

Null Hypothesis

H0: There is no any significance difference between the respondents recommended others to

buy TV-Tower and the respondents plan to change other brand after using TV-Tower products.

TABLE 5.2.1

OBSERVED COUNT

S.NO

PLAN TO CHANGE OTHER BRAND

RECOMMENDEDTO OTHERS

YES NO TOTAL

1 Yes 19 75 94

2 No 2 4 6

TOTAL 21 79 100


TABLE 5.2.2

EXPECTED COUNT

S.NO

PLAN TO CHANGE OTHER BRAND

RECOMMENDEDTO OTHERS

YES NO TOTAL

1 Yes 19.7 74.3 94.0

2 No 1.3 4.7 6.0

TOTAL 21.0 79.0 100.0


FORMULA

(O-E) 2 2 = E O = Observed frequency

E = Expected frequency

65

COMPUTATION OF CHI-SQUARE ( 2 )

TABLE No: 5.2.3

S.NO O E (O-E) (O-E)2 (O-E)2 /E

1 19 19.7 - 0.7 0.49 0.024

2 75 74.3 0.7 0.49 0.006

3 2 1.3 0.7 0.49 0.376

4 4 4.7 - 0.7 0.49 0.105

TOTAL 0.5057


The calculated value ∑ (O-E) 2 / E = 0.5057

Degree of freedom = (R-1) (C-1) = (2-1) (2-1)

= 1

Level of significance = 5%

Table value 1 of DGF and 5% level of significance = 3.854

0.5057 < 3.854 - Calculated Value is lesser than Tabulated Value

Hence, H0 is accepted.

INFERENCE

Thus Chi-Square test infers that there is no association between the respondents

recommended others, to buy TV-Tower and the respondents plan to change other brand after using

TV-Tower products.

5.3 ANALYSIS USING CHI-SQUARE TEST- 2

TO ANALYSE THE DIFFERENCES OF OPINION REGARDING THE FACTORS

INDUCED RESPONDENTS TO BUY TV-TOWER BRAND AND THE OPINION OF

RESPONDENTS ON TV-TOWER BRAND WHEN COMPARE TO OTHER BRAND

Null Hypothesis

66

H0: There is no any significance difference between the factors induced respondents to buy

TV-Tower brand and the respondent’s opinion when compare TV-Tower brand with other brand.

TABLE 5.3.1

OBSERVED COUNT

S.NO COMPARE TO

OTHER BRAND

FACTOR INDUCEDTO BUY TV-TOWER

QUALITY TASTE AVAILABILITY PRICE TOTAL

1 Quality 27 5 5 6 43

2 Taste 10 10 2 5 27

3 Availability 7 6 4 1 18

4 Price 3 5 2 2 12

TOTAL 47 26 13 14 100 Source: Primary Data

TABLE 5.3.2

EXPECTED COUNT

S.NO

COMPARE TO OTHER BRAND

FACTOR INDUCEDTO BUY TV-TOWER

QUALITY TASTE AVAILABILITY PRICE TOTAL

1 Quality 20.2 11.2 5.6 6.0 43.0

2 Taste 12.7 7.0 3.5 3.8 27.0

3 Availability 8.5 4.7 2.3 2.5 18.0

4 Price 5.6 3.1 1.6 1.2 12.0

TOTAL 47.0 26.0 13.0 14.0 100.0


TABLE No: 5.3.3

COMPUTATION OF CHI-SQUARE ( 2 )

S.NO O E (O-E) (O-E)2 (O-E)2 /E

67

1 27 20.2 - 6. 8 46.24 2.289

2 5 11.2 - 6.2 38.44 3.432

3 5 5.6 - 0.6 0.36 0.064

4 6 6.0 0 0 0

5 10 12.7 - 2.7 7.29 0.574

6 10 7.0 3 9 1.285

7 2 3.5 - 1.5 2.25 0.642

8 5 3.8 1.2 1.44 0.3789

9 7 8.5 - 1.5 2.25 0.264

10 6 4.7 1.3 1.69 0.659

11 4 2.3 1.7 2.89 1.256

12 1 2.5 1.5 2.25 0.9

13 3 5.6 2.6 2.56 0.457

14 5 3.1 1.9 3.61 1.164

15 2 1.6 0.4 0.16 0.1

16 2 1.7 0.3 0.09 0.052

TOTAL 12.63


The calculated value ∑ (O-E) 2 / E = 12.63

Degree of freedom = (R-1) (C-1) = (2-1) (2-1)

= 9

Level of significance = 5%

68

Table value 1 of DGF and 5% level of significance = 16.919

12.63 < 16.919 - Calculated Value is lesser than Tabulated Value

Hence, H0 is accepted.

INFERENCE

Thus Chi-Square test infers that, there is no association between the factor induced

respondents to buy TV-Tower brand and the respondent’s opinion when compare TV-Tower brand

with other brands.

5.4 ANALYSIS USING WEIGHTED AVERAGE METHOD

The respondents are asked about some factors listed below about TV-Tower brand. The

respondent’s levels of attitude for those factors are calculated below.

69

TABLE No: 5.4.1

OPINION

FACTORSHIGHLY

SATISFIEDSATISFIED NEUTRAL MODERATELY

DISSATISFIEDHIGHLY

DISSATISFIED

Brand Name 32 64 4 0 0

Taste 51 44 4 1 0

Price 23 55 22 0 0

Quality 62 34 4 0 0

Packages 10 52 32 6 0Source: Primary Data

TABLE No: 5.4.2

RANK WEIGHTS

FACTORS

BRAND NAME

TASTE PRICE QUALITY PACKAGES

X W X1 WX1 X2 WX2 X3 WX3 X4 WX4 X5 WX5

1 5 32 160 51 255 10 115 62 310 23 50

2 4 64 256 44 176 52 220 34 136 55 208

3 3 4 12 4 12 32 66 4 12 2 96

4 2 0 0 1 2 6 0 0 0 0 12

5 1 0 0 0 0 0 0 0 0 0 0

TOTAL 100 428 100 445 100 401 401 458 100 366

CW 4.28 4.45 4.01 4.58 3.66

RANK 3 2 4 1 5

WEIGHTED AVERAGE TABLESource: Primary Data

INFERENCE

The above table infers that the respondents give more weightage,

First to the Quality of the TV-Tower products,

Second to the Taste,

70

Third to Brand name,

Fourth to the Price and

Finally to the Packages of the TV-Tower products.

This shows that the respondents are very much satisfied with the quality of TV-Tower products.

5.5 ANALYSIS USING WEIGHTED AVERAGE METHOD

The respondents are asked to rank the listed Brands according to their opinion. Their levels

of attitude on those brands are calculated below.

TABLE No: 5.5.1

71

OBSERVED COUNTS

BRAND NAMES I II III IV V TOTAL

TV-Tower 52 26 19 3 0 100

True 5 19 18 46 12 100

Aashirvaad 27 34 25 12 2 100

Pillsbury 16 19 38 25 2 100

Surya 0 11 4 3 82 100Source: Primary Data

TABLE No: 5.5.2

WEIGHTED AVERAGE TABLE

RANK WEIGHTSBRAND NAMES

TV-TOWER TRUE AASHIRVAAD PILLSBURY SURYA

X W X1 WX1 X2 WX2 X3 WX3 X4 WX4 X5 WX5

1 5 52 260 5 25 27 135 16 80 0 0

2 4 26 104 19 76 34 136 19 76 11 44

3 3 19 57 18 54 25 75 38 114 4 12

4 2 3 6 46 92 12 24 25 50 3 6

5 1 0 0 12 12 2 2 2 2 82 82

TOTAL 100 427 100 259 100 372 100 322 100 144

CW 4.27 2.59 3.72 3.22 1.44

RANK 1 4 2 3 5Source: Primary Data

INFERENCE

The above table infers that the ranks given to the brands according to the opinion of respondents are,

First to the TV-Tower brand,

Second to the Aashirvaad,

Third to Pillsbury,

72

Fourth to the True and

Fifth to the Surya brand.

This shows that the respondents have a good perception on TV-Tower brand and the brand

has a high brand positioning.

5.6 ANALYSIS USING TWO WAY ANOVA

TO KNOW THE RELATIONSHIP BETWEEN THE NUMBER OF YEARS THE

RESPONDENTS ARE USING TV-TOWER BRAND AND THE SATISFACTION LEVEL

OF RESPONDENTS

Null Hypothesis

73

i. H0: There is no any significance difference between numbers of years the respondents

using TV-Tower brand.

ii. H0: There is no any significance difference between the satisfaction levels of respondents.

TABLE 5.6.1

S.NO

SATISFACTION LEVEL

NO. OF YEARS

HIGHLY SATISFIED

SATISFIED NEUTRAL MODERATELY DISSATISFIED TOTAL

1 Less than 2 years 2 14 1 0 17

2 1-5 years 10 13 4 2 29

3 5-8 years 8 12 1 1 22

4 More than 8 years 18 10 2 2 32

TOTAL 38 49 8 5 100


STEPS IN TWO-WAY ANOVA

Number of all items = 16

Sum of all items are = 100

T²Correction factor = = 625 N

Total sum of squares = 507

Sum of squares between column samples = 358.5

Sum of squares between column samples = 34.5

Residual or Error = 114

ANOVA TABLE 5.6.2

SOURCE OF VARIATION

SUM OF SQUARES

DEGREES OF FREEDOM

(D.F)

MEAN SQUARE (MS)

F-RATIO

TREATMENTBETWEEN

358.5 3 119.5

74

SATISFACTION LEVELS 9.439

1.100

TREATMENT BETWEEN THE NUMBER OF YEARS USING TV-TOWER

34.5 3 11.5

RESIDUAL OR ERROR

114 9 12.66

Tabulated value for (3, 9) d.f at 5% level of Significance is 3.86

INFERENCE

i. Calculated value (9.439) >Tabulated value (3.86)

Therefore H0 is rejected.

This shows that there is significance difference between the satisfaction levels of

respondents.

ii. Calculated value (1.100) < Tabulated value (3.86)

Therefore H0 is accepted.

This shows that there is no any significance difference between numbers of years using

TV-Tower brand by the respondents.

CHAPTER – VI

FINDINGS OF THE STUDY, SUGGESSTION AND RECOMMENDATION

6.1 FINDINGS

75

From the Survey it is found that, 65% respondents are male and 35% are female.

According to the survey, 44% of respondents have their monthly income level as

5000-10000 and 33% earns above 10000.

From the survey it is found that, TV-Tower brand has been strike to 60% of respondents

mind when they hear about wheat based products, such as Atta, Maida. Aashirvaad brand

had stroked to 20% and Pillsbury brand stroked to 12% of respondents. It shows TV-Tower

has a good brand positioning among consumers.

Nearly 66% or the respondents are using TV-Tower brand from their first purchase and rest

of 34% had been shifted to TV-Tower from other brands due to Quality aspect of products.

The study has found that, Quality factor has induced 43% of respondents to buy

TV-Tower brand, Taste factor induced 27% and 18% of respondents buy due to Availability

of TV-Tower brand.

From the Survey it is found that, 46% of respondents came to know TV-Tower products

through friends, 29% came to know from selling outlets and the rest 25% from relatives.

62% of the respondents consume all the three products (Atta, Maida & Sooji) from TV-

Tower brand, 33% use Atta and 5% use Maida alone of TV-Tower brand.

It has been found that, 32% of the people uses TV-Tower brand from above 8 years, 29% use

from 2-5 years and 22% use TV-Tower brand from 6-8 years. This show the consumers are

more loyal to the brand.

From the Survey it is found that, 44% of respondents consume TV-Tower products daily,

31% consumes weekly and 8% on special occasions.

The study has found that, 38% of respondents are highly satisfied with all the aspects of

TV-Tower brand, 49% are satisfied, 8% are neutral and 5% are moderately dissatisfied with

TV-Tower products.

Nearly 47% of respondents compares Quality aspect is good than other brand, 26% compares

Taste and 14% of respondents felt the prices is reasonable than other brands to use.

From the survey it is found that, 94% of respondents had recommended TV-Tower brand to

others and 6% has not done. This shows that, the TV-Tower has more loyal consumers.

76

According to the survey, it is found that, 61% of respondents will postpone their purchase if

TV-Tower products are not available in shops.

64% of respondents are satisfied with the Brand name and 32% are highly satisfied.

From the survey it is found that, 51% are highly satisfied with the taste factor, 44% are

satisfied and 4% of them are neutral.

According to the survey, 52% are satisfied with price factor, 32% are neutral and 6% of

respondents are moderately dissatisfied.

62% of respondents are highly satisfied with the Quality of TV-Tower products, 34% are

satisfied and 4% are neutral.

From the survey it is found that, 79% of respondents do not have any idea to change their

TV-Tower brand in future and 21% says they have a plan to change.

40% of respondents suggested Television will be an effective media to promote TV-Tower

brand,26% choose Outdoor displays, 21% said radio and 13% of them suggested Newspaper.

72% of respondents do not need any changes to make in TV-Tower brand.

According to the survey, 39% of respondents suggested giving Extra offers to attract

customers, 28% suggested Coupons to issue and 17% suggest making cash offers.

From the chi-square analysis it has been found that there is no association between the

respondents recommended others to buy TV-Tower and the respondents plan to change other

brand after using TV-Tower products.

From the Analysis of Variance it is found that, there is significance difference between the

satisfaction levels of respondents and there is no any significance difference between

numbers of years the respondents are using TV-Tower brand.

From the weighted average method it is found that, TV-Tower brand has the most positive

perception among the people than other brands and TV-Tower brand has been ranked as

First.

6.2 SUGGESTIONS AND RECOMMENDATIONS

The survey clearly states that brand loyalty towards the products is high, because of the

highly satisfied consumers and the consumption of the product is high because of it is quality

and taste aspects of the products under TV-Tower.

77

The company has not yet manufactured whole wheat Atta separately, so they can

manufacture it under the same brand name and can make an attention towards TV-Tower

brand to those people who purchases whole wheat Atta packs from other brands.

The company can go for advertisements activities about TV-Tower brand in various media

such as television, radio, outdoor displays, newspapers etc., which can induce many non-

users to consume TV-Tower brand.

The product packages can be made with different attractive colors separately for each

product such as (Atta, Maida & Sooji) for easy identification of brand and product name

among the people. This will remind the brand name soon in the minds of people.

All the products of TV-Tower brand should also present in 1kg packs at all the outlets. This

will fulfill the expectation of the buyers who consume for special occasions.

Price structure can be restructured for 5kgs and 10kgs packs, this will avoid the opportunity

for the consumers to purchase other brand.

It will be more effective if the company introduces promotional activities for TV-Tower

products like extra offers, free samples, coupon, and cash offers to the consumers.

CHAPTER – VII

CONCLUSION

This study is carried out to know the customers perception on the TV-Tower brand products

with respect to Pondicherry Agro Foods Private Ltd. The main aim of any organization is to create a

78

positive perception by creating awareness about their brand products and to retain their consumers

by satisfying them is the most important task to be focused often.

From the study it is identified that, the perception of the consumers on TV-Tower brand

products is fair. Most of the buyers consume TV-Tower brand due to its quality and taste factors of

the products. Many consumers had recommended TV-Tower brand to others and are using more

than 10years, where this shows the consumers are loyal to the brand for many years.

This study concludes that, the company should make efforts in promoting TV-Tower

products in order to retain the existing consumers and to attract other brand users. To create a good

perception and to increase the existing perception level of consumers, the Pondicherry Agro Foods

Private Limited should go for advertisements and with various promotional activities. It will be

more effective if the packages are made in different colors for each product for easy identification of

the brand and the product names.

These, will help to place TV-Tower brand in a healthy position at market and in the minds of

the people.

CHAPTER – VIII

8.1 LIMITATIONS OF THE STUDY

79

Study was made only with the consumers of TV-Tower brand products and not with any

Non-users.

The study focuses only in Pondicherry and in around areas, and not in the outer areas of

Pondicherry state.

Due to more competition in wheat based products brand, there was difficult to identify

particularly the TV-Tower brand users.

8.2 SCOPE FOR THE FURTHER STUDY

The study will help the management in identifying the perception of the consumers about

their brand and their products too.

80

The study gives guidance to the management to take decisions to create awareness about

their product and in order to meet the consumers’ expectation.

The study will be helpful to the management in creating new market by knowing the

consumers’ requirements.

It will be helpful for the management to identify the necessity to improve the customer

relationship management and to focus on customers.

The suggestion prescribed in the study will be helpful for the brand to get place in a good

position at market.

This project can be base for the students who are doing the project in the related area.

APPENDICES

ANNEXURE-1

QUESTIONNAIRE

CONSUMERS PERCEPTION ON TV-TOWER BRAND PRODUCTS

81

1. Name

2. Gender

a) Male b) Female

3. Age a) 18-25 b) 26-35 c) 36-45 d) Above 45

4. Occupation

5. Monthly income

a) Less than 3000 b) 3000 to 5000 c) 5000 to 10000 d) More than 10000

6. Name the brand which strikes in your mind, if you hear any of wheat based products like

(Atta, Maida, Sooji or Rava)..?

a) TV-TOWER b) TRUE c) AASHIRVAAD d) PILLSBURY e) SURIYA

7. For what reason you are consuming these wheat products..?

a) High Protein b) Good health c) Low Price d) Due to Diabetes e) Easy to cook

8. Which brand was your First purchase..?

a) TV-TOWER b) Other Brand

If Other Brand, What made you to shift the brand..?

a) Quality b) Taste c) Availability d) Price e) Packages

9. What factor induced you to purchase TV-TOWER brand..?


10. How do you come to know about the TV-TOWER products..?

a) Through Advertisement b) Relation c) Friends d) Selling Outlets

11. What are the Wheat Products that you are using from TV-TOWER brand..?

a) Atta b) Maida c) Sooji or Rava d) All the three

12. How long you are using TV-TOWER products..?

a) Below 2 years b) 2-5 years c) 6-8 years d) Above 8yrs

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13. How often do you use TV-TOWER products..?

a) Daily b) Weekly c) Random d) On Special Occasions

14. What pack size do you prefer at the time of purchasing TV-TOWER products..?

a) 1 kg pack b) 5 kgs pack c) 10 kgs pack

15. Weekly consumption of TV-TOWER products..?

a) Less than 2 kgs b) 2 to 5 kgs c) 5 to 10 kgs d) Above 10kgs

16. Rate the availability of TV-TOWER products..?

a) Easy Availability b) Availability c) Not Availability

17. Please Rank the following brands according to your opinion..?

18. What

do you feel

about TV-

TOWER brand products..?

a) Highly satisfied b) Satisfied c) Neutral

d) Moderately Dissatisfied e) Highly dissatisfied

19. How do you compare the TV-TOWER brand products usage with other Brand products?


BRAND RANK

TV TOWER

AURO FOOD

AASHIRVAD

PILLSBURY

SURYA

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20. Have you recommended others to buy TV-TOWER Brand..?

a) Yes b) No

21. What will you do, if TV-TOWER Brand products are not available in the Shops..?

a) Purchase another brand b) Postpone your purchase

22. Indicate your satisfaction level of TV-TOWER products….

FACTORS Highly satisfied

Satisfied Neutral Moderately Dissatisfied

Highly Dissatisfied

BRAND NAME

TASTE

PRICE

QUALITY

DESIGN

23. Do you have any plan to change the brand after using the TV-TOWER..?

a) Yes b) No

24. Which media is more effective to promote TV-TOWER Brand products..?

a) News paper b) Television c) Radio d) Outdoor Displays

25. Do you suggest any changes to make in TV-TOWER products..?

a) Yes b) No

If YES, In which product..?

a) Atta b) Maida c) Sooji or Rava

26. Please give your valid suggestion to attract customer..?

a) Cash offer b) Coupon c) Extra Offers d) Free sample

27. Any other valuable suggestion

ANNEXURE-2

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BIBILIOGRAPHY

BOOKS

Kothari, C.R., Research Methodology - Methods & Techniques , New Delhi, New Age

international (P) Ltd., Publishers, Second Edition,2004.

Gupta, S.P., Statistical Methods, New Delhi, Sultan Chand & Sons Publishers, Thirty Fourth

Edition, 2005.

Philip Kotlar, “Marketing Management” III Edition.

WEBSITES

www.nolgroups.com

http://sites.consumerperception.org/perception/about.html

http://www.answers/topic/perception.com/

http://www.geocites.com/tutor19US/perception.html

http://www.mangamentorg.com/

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http://www.mangamentorg.com/

http://www.geocites.com/tutor19US/perception.html

http://www.answers/topic/perception.com

http://www.nolgroups.com/

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