Consumer beh aior of desi ghee
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Transcript of Consumer beh aior of desi ghee
BUYING BEHAVIOUR OF CONSUMERS TOWARDS SIFTI DESI
GHEE
Sahil Marwaha
Roll no. 2139/11 Univ. roll no. 1176138
MBA 3rd SEM
EXPERIENCE IN THE TRAINING
By undergoing training in Aneja Food Products (Sifti Ghee), I got in-depth knowledge about consumer behaviour and how to make consumer satisfied with the availed products. It also helps me gain knowledge how to interact with different customers.
INTRODUCTION TO ANEJA FOOD PRODUCTS
Established in 1991, Aneja Food Products is a leading manufacturer and exporter of a wide range of dairy products such as Desi Ghee, Whole Milk Powder (WMP), Skimmed Milk Powder, Dairy Mix, etc.
INTRODUCTION TO CONSUMER BEHAVIOUR
It is defined as all psychological, social and physical behavior of potential customers as they become aware, evaluate, purchase, consume, and tell to others about product and services. Buyer behavior includes communication, purchasing and consumption behavior.
OBJECTIVE OF THE RESEARCH
To identify the customer of Sifti Ghee.To know the income level of customers of Sifti Ghee.To know the level of satisfaction of customers of Sifti
Ghee.
RESEARCH METHODOLOGY:-
Sampling Frame: 400 customers of Sifti Ghee, Amritsar.
Sampling Size: 80 respondents.
Sampling Technique: Random technique.
Research Design: Descriptive research design
METHOD USED FOR DATA COLLECTION:
Questionnaire was prepared keeping the objective of research in mind.
Questions were asked to respondents as regards to their willingness to purchase ghee.
The help of questionnaires conducted direct interviews, in order to get accurate information.
I visited as many respondents as I can and asked them their real likings about any ghee and also got an idea.
DATAANALYSIS
AND INTERPRETATION
INTERPRETATION:
35% of the respondents are male and 65% of the respondents are female. From the above table we can conclude that, the majority of the respondents were belongs to female group.
0
20
40
60
80
Male Female
35
65
No
. of R
esp
on
den
ts
CLASSIFICATION OF CUSTOMERS BASED ON SEX
Male
Female
INTERPRETATION:20% of the respondents are businessmen, 10% of the
respondents are employees, and 65% of the respondents are house wives, 05% of the respondents are others group.
0
20
40
60
80
Business Employee House wife Others
2010
65
5
No.o
f re
spondents
Graph No. 5.2
ANALYSIS OF OCCUPATION OF THE RESPONDENTS
Business
Employee
House wife
Others
INTERPRETATION: As per the data 38% of the respondents earn per month
below 5000, 30% of the respondents earn 5001 to 10000, 21% of the respondents earn above 10001 to 15000. 11% of the respondents earn 15000 & above. From the above table we can conclude that majority of the respondents’ monthly income group of below 5000 and more than 5000 to 10000.
05
10152025303540
Below 5000
5001-10000
10001-15000
15001 & above
38
30
21
11N
O.O
F R
ES
PO
ND
EN
TS
ANALYSIS OF MONTHLY INCOME OF RESPONDENTS
INTERPRETATION:25% of the respondents rated that Sifti Ghee& Ghee products are Excellent. 48% of the respondents rated as good, 22% of the respondents rated as Average Quality. 0.5% of the respondents rated that Sifti Ghee& Ghee products are Poor. From the above table we can conclude that majority of the respondents rated Sifti Ghee& Ghee products are of Good Quality.
Excellent Good Average Poor05
101520253035404550
25
48
22
5
Quality of Sifti Desi Ghee product is:
Rating
No.
of
Res
pon
den
ts
INTERPRETATION:
As per the data gathered, out of 100 respondents, 05% of the respondents buying since last six months, 15% of the respondents from one to two years, 20 % of the respondents from three to four years, 60% of the respondents buying Sifti Ghee& Ghee products from more than four years.
.
6 Months 1-2 Years 3-4 Years More than 4 years
0102030405060
515 20
60
Analysis of Purchase Duration of the Ghee Product
Consumption
No.
of
Res
pon
den
ts
INTERPRETATION:
96% of the respondents feel that they get the value for money they paid. Only 0.4% of the respondents feel that they are not getting the value for money what they paid.
From the above table we can conclude that majority of the respondents are agreed that they are getting the value for money they paid.
Yes No0
20
40
60
80
100
96
4
Sifti Ghee product are Value For Money
Response
No.
of R
espo
nden
ts
INTERPRETATION:
97% of the respondents were recommended Sifti Ghee and, 0.3% of the respondents were not recommended Sifti Ghee and products to others.
From the above table we can conclude that majority of the respondents were recommended Sifti Ghee
Yes No0
20
40
60
80
10097
3
I will recommend Sifti Ghee product to others
opinions
No.
of R
espo
nden
ts
FINDINGS:-
It is findings in the survey that females are the main decision maker for the ghee.
Based on the occupation of the customer, it is found in the survey that 65% are the housewives and 35% are from various occupations such as a businessman, employee etc for the SIFTI desi ghee.
It was found that Sifti Ghee is very popular in low income class.
It was found that majority of the user are happy with it quality and consider it to value of money.
SUGGESTIONS:
From the survey it was found that the brand is popular in low income class but people satisfied with its quality so a company should try to penetrate into other income class.
Ghee purchasing decisions are more decided by women rather than male, because she act as a invigilator, execute her decision and influence the same to the purchase while ascertaining the quality, freshness and price.
CONCLUSION:-
From the survey it can be concluded that the customers of
Sifti Ghee are satisfied with the products and this is a
quality sign for the company.
The company should capitalized on this opportunity and
should look forward to expand in future. It is observed that
Sifti Ghee has a good market value.
Thank You