FINAL REPORT FOR MARKET STUDY OF PICKLES

NIRD-PGDRDM BATCH-3

CENTRE FOR POST GRADUATE STUDIES

NATIONAL INSTITUTE OF RURAL DEVELOPMENT

(An Organization of the Ministry of Rural Development, Govt. of India)

RAJENDRANAGAR, HYDERABAD – 500 030, INDIA

http://www.nird.org.in

FINAL REPORT

ON

MARKETING RESEARCH

OF

PICKLES

IN RAJENDRANAGAR

SUMITTED BY:

ALIPATE NAULIVOU,

SHIPRA JAIN,

ABHISHEK KUMAR,

NEELMANI KUMAR and

SIVA KUMAR DEVI

SUBMITTED TO:

MARKETING RESEARCH OF PICKLES

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CONTENTS

PART A: INTRODUCTION ........................................................................................................................5

1.0 BACK GROUND .................................................................................................................................5

1.1 NATIONAL SCENARIO: .......................................................................................................................5

1.2 ANDHRA PRADESH SCENARIO: ..........................................................................................................5

1.3 PURPOSE OF THE STUDY: .................................................................................................................6

1.4 OBJECTIVES: .....................................................................................................................................6

1.4a MAJOR OBJECTIVES: .......................................................................................................................6

1.4b MINOR OBJECTIVES: ......................................................................................................................6

1.5 LIMITATIONS OF THE STUDY: ...........................................................................................................6

1.6 SAMPLE SIZE DETERMINATION: .......................................................................................................7

PART B: METHODOLOGY AND MARKET FEASIBILITY SURVEY ................................................................8

2.0 METHODOLOGY: ..............................................................................................................................8

2.1 SECONDARY RESEARCH: ...................................................................................................................8

2.2 PRIMARY RESEARCH: .......................................................................................................................8

2.2.1 MARKET FEASIBILITY SURVEY: ......................................................................................................8

2.2.1a Street wise marketing sampling plan: ............................................................................9

2.3 MANDAL PROFILE- RAJENDRANAGAR: ............................................................................................9

2.4MAJOR BRANDS IN THE MARKET: ...................................................................................................10

2.5 MINOR BRANDS IN THE MARKET: ..................................................................................................10

PART C: HOUSE HOLD SURVEY ANALYSIS ............................................................................................12

3.0 INTRODUCTION: ............................................................................................................................12

3.1 GENDER OF THE RESPONDENT: .....................................................................................................12

3.2 TYPE OF PICKLE THE CONSUMER CONSUMES: ..............................................................................13


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3.3 THE FLAVOUR OF THE PICKLE WHICH THE COSUMER RANKED AS No. 1: .....................................14

3.4 FREQUENCY OF PURCHASING PICKLES BY THE CONSUMERS: ..................................................15

3.5 CHANGE OF THE FLAVOUR BY THE CONSUMER AS PER THE SEASON: ..........................................16

3.6 SATISFACTION OF THE CONSUMER WITH THE PRICE OF THE PICKLES PREVAILING IN THE MARKET: ..............................................................................................................................................16

3.7 PACKAGING PREFERENCE BY THE CONSUMER: .............................................................................17

3.8 PREFERENCE OF THE CONSUMER TO THE MORE OIL AND CHILLIPOWDER CONTENT: .................18

3.9 WILLINGNESS TO CHANGE THE BRAND BY THE CONSUMER: .......................................................19

PART D: RETAILER SURVEY ANALYSIS ...................................................................................................21

4.0 INTRODUCTION: .............................................................................................................................21

4.1 THE FLAVOUR OF THE PICKLE THAT IS SOLD MOST IN A DAY: .......................................................21

4.2 QUANTITY OF THE PICKLE SOLD IN A MONTH BY THE RETAILERS: ................................................22

4.3 WILLINGNESS TO PURCHASE AND SELL A NEW BRAND OF PICKLE: ..............................................22

PART E: INSTITUTIONAL BUYER SURVEY ANALYSIS...............................................................................23

5.0 INTRODUCTION: .............................................................................................................................23

5.1 PURCHASING POINT: ......................................................................................................................23

5.2 WILLINGNESS TO CHANGE THE BRAND: ........................................................................................23

PART F: BUDGET PROPOSAL

FOR CONDUCTING MARKET SURVEY RESEARCH..................................................................................24

6.0 COST INCURRED FOR CONDUCTING DATA COLLECTION: ........................................................................25

6.1 COST INCURRED FOR CONDUCTING ANALYSIS: .............................................................................26

6.2 COST INCURRED FOR CONDUCTING COMPILATION AND REPORT MAKING: ................................26

PART G: MARKETING MIX.....................................................................................................................28

7.0 SEGMENTATION: ............................................................................................................................28

7.1 POSITIONING: ................................................................................................................................28

7.2 4 P’S OF MARKETING: ....................................................................................................................28

7.2.1 PRODUCT: ...................................................................................................................................28


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7.2.2 PLACE: .........................................................................................................................................29

7.2.3 PRICING: ......................................................................................................................................29

7.2.4 PROMOTION: ..............................................................................................................................29

7.3 MARKETING CHANNEL: ..................................................................................................................30

8.0 REPONSIBILITIES: ...........................................................................................................................31

ANNEXURES: .......................................................................................................................................32

PART H: QUESTIONNAIRE FOR THE HOUSEHOLD FOR PICKLE CONSUMPTION SURVEY .....................32

PART I: DATA ANALYSIS PLAN FOR HOUSE HOLDS: .............................................................................36

PART J: Questionnaire for the Retailer: ......................................................................................37

.....................................................................................39

PART L: QUESTIONNAIRE FOR THE INSTITUTIONAL BUYER: ................................................................40

PART M: DATA ANALYSIS PLAN FOR INSTITUTIONAL BUYER: .............................................................41


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PART A: INTRODUCTION

1.0 BACK GROUND

1.1 NATIONAL SCENARIO:In India around 54 % of total population eats pickle which is popularly known as ACHAR in

Hindi. Sometimes this achar also acts as a supplementary curry in the food. Pickle plays a

major role in improving the taste of the food. In most of the lower class and middle class

families the usage of pickle is more common when compared to the higher class families.

At present, the percentage usage of pickle in the households of lower class and middle class

families is also showing declining trend when the major competitors entered into the

market with the supplementary products to the pickles such as chutneys, jams, ketchup etc..

1.2 ANDHRA PRADESH SCENARIO: In Andhra Pradesh, pickles are popularly called as PACHADI in the state language and it is

called with different names like THOKKALU, OORAGAYA, and CHUTNEY etc..,. Pachadi

(pickles), fresh or preserved, made from all kinds of fruits and vegetables are a normal part

of a typical Andhra meal. Out of total processed food and vegetables exported, our country

exports Rs 293.59 crores of pickles and chutneys.

Andhra Pradesh occupies the top position in the race of the pickle consumption. Almost 80%

of the households of Andhra Pradesh are using different flavours of pickles. Out of the three

parts of Andhra Pradesh i.e., Rayalaseema, Coastal, Telangana region, coastal region

consumes more amounts of pickles, and then comes the Rayalaseema and Telangana

respectively. Since the consumption of pickles is high in the state the production firms are

also more in number leading to a competition.


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Andhra Pradesh is one of the promising states in the country in promoting the horticulture

sector. Andhra Pradesh always stands in top three positions every year in the fruit

production (except some geographical fruits). In this state the pickle is consumed by each

and every section of the society without relating the product to one region or religion or

caste or creed. When there is a hike in the prices of the vegetables then most of them prefer

pickles as a supplementary curry with rice.

Most of the women empowerment organisations are also organising the village women into

small groups called SHG’s and encouraging them to produce different flavours of pickles so

that it sustains the life of the poor.

The activities done in these SHG’s is giving training to the interested women in preparing

the pickles of good quality with optimum nutritional standards and proper packaging of the

prepared pickles. This activity not only sustains their life but also provides year round

income to them. Most of these women empowerment organisations concentrate more on

the weaker sections of the society uplifting them from the poverty web.

1.3 PURPOSE OF THE STUDY:a. To check the consumption pattern of pickle among the consumers in the existing

market of Rajendranagar, Rangareddy district.

b. To introduce a new brand pickle in different flavours into the market.

1.4 OBJECTIVES:

1.4a MAJOR OBJECTIVES:I. To carry out the market survey research to measure the outreach for our product in

a market.

II. To understand the consumer tastes and preferences, which will help in developing

our product?

1.4b MINOR OBJECTIVES:I. To find out the consumption and buying behaviour of pickles amongst consumers.


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II. To find out the preferences of consumers for pickles among the various available

alternatives like jams, ketchup etc.

III. To find out the major share of the available retailers for pickles in the market.

1.5 LIMITATIONS OF THE STUDY: The respondents are approached by researchers at their convenience.

The respondents included those who have consumed pickles irrespective of

frequency of usage.

Respondents were biased at times.

Time limitations were there.

1.6 SAMPLE SIZE DETERMINATION:For the determination of sample size the three factors considered are age group and income

level and seasons. Given below is the a table indicating the sample size

Income

level

age

2,000-10,00010,001-

25,000

25,001-

40,000>40,000

Income

level

season

1-20 Jan-Mar

21-35 Apr-Jun

36-50 Jul-Sep

51-80 Oct-Dec

The total number of households in the Rajendranagar is 1000 (approx.). The average

number of family members in each and every household is 5-6 and therefore the total

population of this Rajendranagar is 6000.

The factors considered in the determination of the sample size are 3 viz., Income level, age

and seasonality and by the strata method we found the sample size as 6000/64, this gives

the sample size as 93.75 and making it into a round figure 100 individuals and in this market


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study we treated each individual as one household and therefore we made the sample size

as 100 households.

PART B: METHODOLOGY AND MARKET FEASIBILITY SURVEY:

2.0 METHODOLOGY:Research design is purely and simply the framework plans for the study that guides

collection and analysis of data. In this market study we are following the exploratory

research design.

2.1 SECONDARY RESEARCH:Regrettably, in view of budget limitations, the team will not be able to purchase resources

such as the 2007-2012 Outlook for Pickle and Chutney Condiments in India and will only

restrict itself to free resources available such as the Social Science Research Network and

others.

2.2 PRIMARY RESEARCH:This research is conducted in two phases. In the first phase the report is based on the results

of a wide survey, that is, personal interview with the aid of printed questionnaires.

2.2.1 MARKET FEASIBILITY SURVEY:Market study was conducted in six streets of Rajendranagar viz..,. Manikyamma colony,

Venkateswara colony, NIRD staff quarters, staff quarters in ARI campus, Premavathi pet. The

study is focussed on the understanding of consumption pattern of different flavours of

pickles in the vicinity of Rajendranagar. The study was designed to include several stake

holders operating in pickle.


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Three major stake holders were identified viz..,. Households, retailers, institutional buyers.

All the above stake holders were investigated by administering structured questionnaires.

The following table gives us the list of all stake holders investigated.

2.2.1a Street wise marketing sampling plan:

Street

House hold Retailer Institutional buyer

TotalProposed Actual Proposed Actual Proposed actual

MANIKYAMMA

COLONY

20 17 2 2 0 0 19

VENKATESWAR

A COLONY

20 17 0 0 0 0 17

NIRD STAFF

QUARTERS

30 30 0 0 0 0 30

ARI CAMPUS

STAFF QUARTERS

ROAD

10 04 4 3 6 3 10

PREMAVATHI

PET

20 18 4 2 4 2 22

TOTAL 100 86 10 7 10 5 98

2.3 MANDAL PROFILE- RAJENDRANAGAR:Our market concentration is Rajendranagar which is 26 km away from Hyderabad.

Rajendranagar is the mandal headquarters and also the municipality which comes under the

Rangareddy district. A total of 14 village gram panchayaths come under Rajendranagar,

constituting a total population of 1, 43,184. In the town of Rajendranagar approximately

there are about 1000 households and the average family members is the 5-6 which makes

the total population of Rajendranagar town to approximately 6000.


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Rajendranagar town is the financial, economic, political and educational town of Andhra

Pradesh. Approximately 30% of the total population of Hyderabad are employed in the

formal sector and generally the urban population generally has a higher purchasing power.

The rising average income is leading to greater demand for high-value processed food.

We are in the process of introducing a new brand of pickle to Rajendranagar town which is

the hub of educational institutions and the households and also for the students living as

bachelors and therefore we have selected a small town with varied sectors living together in

a relatively small market.

2.4MAJOR BRANDS IN THE MARKET: The major brands present the Rajendranagar market area is the PRIYA PICKLE, the

MOTHER’S PICKLE and also local brand with the name MANASA occupies the major

share in the market area.

Out of the total market share the pickle of PRIYA brand has a share of about 66% and

the other two brands viz..,. MOTHER’S PICKLE and THE MANASA PICKLE has a share of

8% each.

PRIYA PICKLE MOTHER’S PICKLE

2.5 MINOR BRANDS IN THE MARKET:1. Surya pickle

2. Suguna pickle


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3. Mamtha pickle

4. Manasa pickle

5. Sunrise pickle

Apart from the mentioned 3 major brands the above mentioned 5 minor brands also exist in

the Rajendranagar market area. Among these 5 minor brands the SURYA PICKLE and THE

SUGUNA PICKLE occupies a major market share i.e, 7% and 6% respectively.

From the above share of major and minor brands we can say that the only that occupied the

double digit market share is PRIYA PICKLE with the market share of 66 % in the

Rajendranagar market area and the remaining brands have their market share in single

digits only.

PRIYA PICKLE66%

MOTHER PICKLE8%

MANASA PICKLE8%

VELLANKI FOODS

1%

SUGUNA PICKLE

6% SURYA PICKLE

7%

MAMTHA PICKLE1%

SUNRISE PICKLE2%

DIFFERENT BRANDS THAT THE CONSUMER PREFERS

(FIG-1 A PIE CHART REPRESENTING DIFFERENT BRANDS THAT THE CONSUMER

PREFERS)

From the above we can draw a conclusion that, if we want to introduce a pickle of new

brand we have to follow the quality parameters and the price and taste parameters on par


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with the PRIYA pickle brand, and also our major competitor for our product will be the

PRIYA pickle.

PART C: HOUSEHOLD SURVEY ANALYSIS:

3.0 INTRODUCTION:The market survey study is carried out for nearly 86 households out of the targeted 100

households. The study has done in the 5 different regions of the Rajendranagar viz..,. ARI

staff quarters, NIRD staff quarters, Manikyamma Colony, Venkateswara Colony and

Premavathi Pet.

3.1 GENDER OF THE RESPONDENT:The gender responded to the questionnaire were both males and females but most of the

respondents were males as they are the persons who are literate in the family and also

involved in purchasing pickles in the market. The percentage of male respondents is 57 %

and that of the female respondent is 43 %.


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MALE57%

FEMALE43%

GENDER RESPONDENT

(FIG-2 A PIE CHART REPRESENTING THE GENDER RESPONDENT)

3.2 TYPE OF PICKLE THE CONSUMER CONSUMES:The type of pickle the consumer consumes differs from the person to the person. It may be

ready made or homemade or both. The study shows that out of the total 86 house hold

surveys 53 households consume both readymade and homemade pickles, 17 households

consume only readymade pickles and 16 households consume only homemade pickles. By

taking the percentage of type of the pickle the consumer consumes 61.62% corresponds to

both readymade and homemade pickles, where as the percentage of the readymade pickle

that the consumer consumes comes to 19.76% and the percentage of the homemade pickle

that the consumer consumes comes to 18.60%.


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BOTH READYMADE HOMEMADE0

10

20

30

40

50

60

53

17 16

TYPE OF THE PICKLE THE CONSUMER CONSUMES

TYPE OF PICKLE THE CONSUMER CONSUMES

(FIG-3 A BAR GRAPH REPRESENTING THE TYPE OF PICKLE THE CONSUMER

CONSUMES)

The most preferred brand i.e. Priya pickle is unable to convert these 18% of the homemade

pickle consumption people either to the readymade pickles or to the both. So our main

target people may be this 18% of the population because if we are able to change their

preference from homemade to readymade pickle or both. It would be easy to step into this

highly competitive market if we are able to shift the choice of non-consumers of readymade

pickles into our brand.

3.3 THE FLAVOUR OF THE PICKLE WHICH THE COSUMER RANKED AS No. 1:The consumers ranked different varieties of flavours of the pickles as no. 1. Most of the

consumer ranked mango flavour as no. 1 which is followed by tomato, lemon and hibiscus.

73.25% of the people prefer mango pickle and the flavour tomato is preferred by 22.09%.


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LEMON MANGO TOMATO EGG PICKLE GINGER HIBISCUS MIXED VEG. GOOSEBERRY0

10

20

30

40

50

60

70

3

63

19

1 1 3 1 1

THE FLAVOUR OF THE PICKLE WHICH IS RANKED AS NO. 1 BY THE CONSUMER

(FIG-4 A BAR GRAPH REPRESENTING THE FLAVOUR OF THE PICKLE THAT IS RANKED AS

No.1 BY THE CONSUMER)

This statistics shows the consumer’s preference to the flavour of the pickle. The mango

flavour is the most preferred flavour. Also from the survey it was found out that the even

the brands holding smaller market share mostly market mango flavoured pickle. So our

major area of concentration would be mango pickle which holds the market in preference

along with tomato and lemon for the time being. Once the brand is established other

flavours will be launched into the market.

3.4 FREQUENCY OF PURCHASING PICKLES BY THE CONSUMERS:The study shows that nearly 25% of the population purchases pickle once a month and also

the study shows that there is a year round consumption of the pickle in this Rajendranagar

region. That is the reason a lot of minor companies are entering into the market. As the

consumers prefer buying the pickles once a month our strategy would be to launch pickles

in smaller packaging so as to make it easier for use.


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ONCE IN A WEEK10%

ONCE IN TWO WEEKS

16%

ONCE IN THREE WEEKS7%

ONCE IN FOUR WEEKS

25%ONCE IN TWO MONTHS8%

ONCE IN SIX MONTHS

13%

ONCE IN A YEAR16%

NOT RESPONDED5%

FREQUENCY OF PURCHASING OF PICKLES

(FIG-5 A PIE CHART REPRESENTING THE FREQUENCY OF PURCHASING OF PICKLES)

3.5 CHANGE OF THE FLAVOUR BY THE CONSUMER AS PER THE SEASON:The study shows that 63.95% of the people are not inclined towards changing the flavour of

the pickle as per the season and the remaining 36.04% of the people change the flavour of

the pickle according to the season.

0

10

20

30

40

50

60

31

55

CHANGE OF THE FLAVOUR AS PER THE SEASON

YESNO


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(FIG-6 A BAR GRAPH REPRESENTING THE CHANGE OF FLAVOUR AS PER THE SEASON BY THE CONSUMER)

3.6 SATISFACTION OF THE CONSUMER WITH THE PRICE OF THE PICKLES PREVAILING IN THE MARKET:As the study covered people across all income levels, the study shows different kinds of

opinions with the price that is prevailing in the market. While surveying, it was observed

that the households having a monthly income of Rs. 20,000 /- and above are satisfied with

the amount they are paying to purchase the pickle. Nearly 51% of the people are satisfied

with the price present in the market for the pickles and 34% of the people are not satisfied

with the price that is present in the market. And the remaining 15% of the people replied

that they are unable to decide whether the price that is prevailing in the market is

affordable to them or not. This statistics shows us that the price for our product should be in

and around the price that is prevailing in the market maintaining the quality standards.

YES51%

NO34%

NOT POSSIBLE15%

SATISFACTION WITH THE PRICE


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(FIG-7 A PIE CHART REPRESENTING THE SATISFACTION OF THE CONSUMER WITH THE PRICE)

3.7 PACKAGING PREFERENCE BY THE CONSUMER:By posing this question to the consumer we obtained a peculiar reply from most of the

consumers that they prefer bottle over sachets as the pickles sold in the sachets give plastic

smell while eating. Also it was found that the pickle within the sachets have more amount of

oil content when compared with the pickles present in the bottles and that after the

consumption of the entire pickle, bottle can be used for household purpose i.e., for storing.

The survey shows that 74% of the people prefer to buy pickles in the bottles and the

remaining 26% in the sachets.

SACHETS26%

BOTTLES74%

PACKAGE PREFERENCE

(FIG-8 A PIE CHART REPRESENTING THE PACKAGE PREFERENCE BY THE CONSUMER)

3.8 PREFERENCE OF THE CONSUMER TO THE MORE OIL AND CHILLIPOWDER CONTENT:The study showed that most of the consumers preferred more oil and chilli powder content

in the pickle as that adds more amount taste as well as shelf life to the pickle. The survey


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showed that 59.30% of the people are willing to have the pickle with more amount of oil

and chilli powder content and the remaining 40.69% of the people are willing to have the

pickle with less amount of oil and chilli powder. As there isn’t much difference in both the

options, our strategy would be to introduce pickles both with more oil content and less oil

content.

0

10

20

30

40

50

60

51

35

PREFERENCE OF THE CONSUMER TO MORE OIL AND CHILLI POWDER CONTENT

YESNO

(FIG-9 A BAR GRAPH REPRESENTING THE CONSUMER PREFERENCE TO MORE OIL AND CHILLI POWDER CONTENT)

3.9 WILLINGNESS TO CHANGE THE BRAND BY THE CONSUMER:In the questionnaire, this is the last question put forth to the household consumer. The

study shows that majority of the people showed their willingness to change the brand if any

new brand enters into the market and reasons for the same. Few of the additional attributes

like quality parameters that consumers wanted to see in the new brand could also be

figured out through the process of interview. The survey shows that nearly 68.60% of the

households are willing to change their brand if any new brand with good quality parameters

enters into the market and the remaining 21.40% of the households showed their

reluctance to change their brand.


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0

10

20

30

40

50

60

70

59

27

WILLING NESS TO CHANGE THE BRAND

YESNO

(FIG-10 A BAR GRAPH REPRESENTING THE WILLINGNESS OF THE CONSUMER TO CHANGE THE BRAND)


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PART D: RETAILER SURVEY ANALYSIS:

4.0 INTRODUCTION:The market survey study is carried out for nearly 7 retailer shops out of the targeted 10

households. The study has been done in 3 different regions of Rajendranagar viz..,. ARI staff

quarters, Manikyamma Colony and Premavathi Pet.

4.1 THE FLAVOUR OF THE PICKLE THAT IS SOLD MOST IN A DAY:The flavour of the pickle that is sold most in a day is the mango and the tomato. We used

this information to measure the authenticity of the information collected in the household

survey. The mango flavour occupies a major share in the flavour of the pickles with 44% and

the tomato flavour occupies a second major share of 19% and it is followed by lemon,

gooseberry and hibiscus.

MANGO44%

LEMON13%HIBISCUS

6%

TOMATO19%

DRY CHILLI6%

GOOSEBERRY6%

MIXED VEG.6%

THE FLAVOUR OF THE PICKLE THAT IS SOLD MOST IN A DAY

(FIG-11 A PIE CHART REPRESENTING THE FLAVOUR OF THE PICKLE WHICH IS SOLD MOST BY THE

RETAILER)


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4.2 QUANTITY OF THE PICKLE SOLD IN A MONTH BY THE RETAILERS:The survey is conducted on 7 retailers and among them the highest quantity that is sold

most in the market is 10kg and most of the retailers replied that the quantity sold in a

month varies month to month. This gives us the indirect information about the quantity of

pickle consumed by the people present in the Rajendranagar area and also to which retailer

our distributor has to concentrate.

GOUSE,G.S. GENERAL AND STA-TIONARY

4%G. NAGAVENI, SRI SAI

SWAGRUHA19%

VIJAY KUMAR, PATIYARA MINI BAZAR

3%

BANSHI LAL DEWASI, SRI KIRANA GENERAL STORES,

15%

RAMANANDA SWAMY, SRI RAMAKR-ISHNA GENERAL STORES

15%

CHOWDARY, CHOWDARY GENERAL

14%

SWATHI GENERAL STORES,

30%

QUANTITY SOLD IN A MONTH

(FIG-12 A PIE CHART REPRESENTING THE QUANTITY OF THE PICKLE BY EACH RETAILER ON MONTHLY BASIS)

4.3 WILLINGNESS TO PURCHASE AND SELL A NEW BRAND OF PICKLE:The study shows that nearly 71.42% of the retailers showed their willingness to purchase

and sell a new brand of pickle from their retailer shop if the pickle of new brand offers good

taste and reasonable price to the consumers, and the remaining 28.50% showed their

reluctance to purchase and sell a new brand as priya pickle occupies most of the market

share and that is the reason even though a new brand of pickle enters into the market the

consumers show reluctance to change their preference to the new brand until and unless

the new brand has less price and good taste.


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PART E: INSTITUTIONAL BUYER SURVEY ANALYSIS:

5.0 INTRODUCTION:The market survey is also conducted for the institutional buyers. The targeted institutional

buyers are a total of 10 but we are able to target only 5 institutional buyers as there are only

5 institutional buyers to the confined area i.e., Rajendranagar (this is to the best of our

knowledge and the information obtained from the other institutional buyers. The survey is

conducted in two places of Rajendranagar i.e., opposite to ARI campus and Premavathipet.

5.1 PURCHASING POINT:The purchasing point for all the institutional buyers is from the distributors who comes at

frequent intervals and the institutional buyers purchase huge amounts of pickle of different

flavours . Most of the institutional buyers ranked the pickle of mango flavour as no. 1 and

the other flavours occupied their ranks as in the case of households and retailers.

5.2 WILLINGNESS TO CHANGE THE BRAND:Out of the total institutional buyers 80% of them expressed their willingness to purchase a

new if a new brand enters into the market of Rajendranagar and the remaining 20% of them

showed their reluctance to change their brand.

YES80%

NO20%

WILLINGNESS TO CHANGE THE BRAND

(FIG-13 A PIE CHART REPRESENTING WILLINGNESS TO CHANGE THE BRAND BY THE INSTITUTIONAL BUYER)


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PART F: COSTS INCURRED FOR CONDUCTING MARKET SURVEY RESEARCH:

6.0 COST INCURRED FOR CONDUCTING DATA COLLECTION:

Budget head Unit Unit cost (Rs) No. of unit Total amount

Stationary --- --- --- 400

Salary for

surveyorsRs/person 250/day 2 1, 500*

Transport

allowanceRs/to and fro 50/day 2 300*

Food Rs/person 80/day 2 480*

Miscellaneous --- --- --- 300

Communication

charges--- --- --- 250

Opportunity cost

of the surveyorsRs/person 200/day 2 1, 200*

Total 4, 430

NOTE: Number of surveyors are 2. They surveyed 30 sample units per day for covering98 surveys which included 86households, 7retailers and 5 institutional buyers. This survey is carried for 3 days.

*Total amount for salary of surveyors, for transport allowance and for food is obtained by

using the formula = unit cost*no. of units*no. of days surveyed.


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6.1 COST INCURRED FOR CONDUCTING ANALYSIS:


Stationary --- --- --- 600

Salary for analyst Rs/person 250/day 2 1, 500*



Communication

charges--- --- --- 300

Opportunity cost

of the surveyorsRs/person 200/day 2 1, 200*

Total 4, 380

NOTE: The analysis is done for 2 days by 2 resource persons.



6.2 COST INCURRED FOR CONDUCTING COMPILATION AND REPORT MAKING:


Stationary --- --- --- 200

Salary for

compilerRs/person 500/day 1 500*



Communication

charges--- --- --- 150

Opportunity cost

of the surveyorsRs/person 400/day 1 400*


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Total 1, 630

NOTE: The compilation and report making is done for one day by one resource person.



PART G: MARKETING MIX:


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7.0 SEGMENTATION:Major segment group involved in the market will be:

1. Household: This segment of consumers is interested in a product with reliable

quality, taste and affordable price.

2. Retailers and Institutional consumer: This segment of consumer is willing to have a

product with satisfactory quality and comparatively lower price.

7.1 POSITIONING:The product will be positioned in the market for various consumers differently. The

institutional consumer would be provided with well packed 1000 gm, 2000 gm and 5000 gm

bottles and tins. For the household consumer there will be various choices of volumes that

the consumer prefers.

7.2 4 P’S OF MARKETING:

7.2.1 PRODUCT:

BRAND NAME: “MADHURYAM”-known for tasteIn each and every household of ANDHRAPRADESH, pickles can be found, either branded or

the homemade. These pickles add value to the food we eat. As our target market area

comprise of college students, households etc., the pickles are preferred with the food. The

USP of our product will be mother’s taste (taste like home-made) along with good quality

standards.

The pickles are usually packaged in the sachets or glass bottles. When packaging is done in

sachet, the sachet will have a transparent portion so that the buyers while purchasing our

product can observe the quality of that product and also the amount of oil content.

Moreover, the packaging of the pickle of different flavours will be done in an attractive

manner.

The customer who purchases the pickle is buying not just a pickle but also satisfaction. The

pickle should be value for money. The aim is to ensure that our potential customers


NIRD-PGDRDM BATCH-3

purchase our pickle. To ensure this, branding of the product will be done added with

features and benefits that offer a differential advantage from the competitors.

7.2.2 PLACE:The pickles of different flavours fully packaged will be given to the distributors who will be

chosen by us based on the years of experience and reputation in the market. Moreover, the

distributors will be supplied products on the daily basis and payment has to be made in a

weeks’ time. These distributors in turn sell the produce to the retail stores. It is important to

use the channel of distributors to make our product available in each and every retail shop.

7.2.3 PRICING:The pricing strategy will start from the base price of Rs 5(50gm). This will encourage the

students and also the small households to try the new brand of pickle. Also this gives us a

competitive edge to compete with the branded competitors available. The range of prices

will be Rs 12(100gm), Rs 21(200gm), Rs 27(250gm), Rs 55 (500gm), and Rs 95 (1000gm).

7.2.4 PROMOTION:Our major promotion strategy will be centred on the benefits of eating our branded pickle

when compared to the others. We will do the door to door distribution of pamphlets about

our branded pickle and in that pamphlets we mention about the features and quality

parameters maintained while preparing. Also there will be a feedback system at each shop

and also through online mode where consumers can put up their grievances and any

modifications if required. As it is being launched in a small area just on the pilot basis, local

city channel will be used as a mode of publicity. Also we believe in word in mouth publicity

where your product will speak for itself. Also radio will be a very helpful mode as many

housewives and students will tune in to listen. We stick on the pamphlets on the rear side of

the auto-rickshaw and also on the door’s of the mess etc...,. We also hang over the banners

made up of cloth on the top side of the road.

7.3 MARKETING CHANNEL:


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8.0 REPONSIBILITIESWHAT THE GROUP MEMBERS HAS DONE?

All the five members of the group will be involved in the work Data collection work is assigned To Sivakumar And Shipra Jain. Data analysis work is assigned to Abhishek and Neelmani Kumar. Preparation of Final report will be doing by all the group members viz..,. Alipate sir.


PICKLE PROCESSING UNIT

OUR DISTRIBUTOR

RETAIL SHOPS INSTITUTIONAL BUYER

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ANNEXURES


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PART H: QUESTIONNAIRE FOR THE HOUSEHOLD FOR PICKLE CONSUMPTION SURVEY

Household no.:

GENERAL ASPECTS: Date:

1. NAME OF THE RESPONDENT: 3. AGE:2. ADDRESS: ..................................................., 4. OCCUPATION:

................................................................,

...............................................................

PHN No.: ......................................

5. TOTAL No. OF FAMILY MEMBERS: .....................................

AGE GROUP No. OF MEMBERS

CHILDREN(1-20)

ADULT AGE GROUP(20-35)

MIDDLE AGED GROUP(35-50)

OLD AGED GROUP(50-80)

PICKLE ASPECTS:

6. DO YOU CONSUME PICKLES?a. Yes b. No

7. WHICH TYPE OF PICKLE YOU PREFER?

a. Readymade b. Home-made

8. WITH WHICH FOOD OF THE ITEM YOU WOULD LIKE TO HAVE THE PICKLE?

a. Upma b. Chapatti c. Rice d. Bread e. Others

9. HOW OFTEN YOU PREFER THE PICKLE? (Tick the appropriate choice)

S. No. FLAVOUR OF THE PICKLE HABITUATED FREQUENT RARELY NEVER

1. TOMATO

2. MANGO

3. DRY MIRCH


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4. HIBISCUS

5. GINGER

6. LEMON

7. GARLIC

8. MIXED VEG.

9. DRUMSTICK

10. RADDISH

11. CARROT

12. JACK FRUIT

13. CORIANDER

14. CAPSICUM

15. AMLA(GOOSEBERRY)

10. PREFERENCE FOR THE VARIOUS FLAVOURS OF PICKLES

IN YOUR HOUSEHOLD (RANK IT):

RANK

S.No. FLAVOUR OF PICKLE 1 2 3 4 5 6 7 8 9 10 11 12 13 15

1. TOMATO

2. MANGO

3. DRY MIRCH

4. HIBISCUS

5. GINGER

6. LEMON

7. GARLIC

8. MIXED VEG.

9. DRUMSTICK

10. RADDISH

11. CARROT

12. JACK FRUIT

13. CORIANDER

14. CAPSICUM


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11. HOW FREQUENTLY YOU PURCHARSE THE PICKLE?

a. weekly b. Biweekly c. once in three weeks d. Once in four weeks

e. once in 2 months f. Once in 6 months g. Once in a year

12. WHERE DO YOU PURCHASE THE PICKLE? And how far is the place from here?

Ans...........................................................................................................................................................................

13. WHAT DO YOU OBSERVE WHILE PURCHASING THE PICKLE?

a. Price b. Packaging c. Brand d. Certification e. Oil content

14. IN HOW MUCH QUANTITY YOU PURCHASE THE PICKLE?

a. 100gm b. 200gm c. 250gm d. 500gm

15. WHAT IS THE PRICE YOU CAN AFFORD FOR PURCHASING 100gm PICKLE OF ANY FLAVOUR?

Ans...........................................................................................................................................................................

16. WHETHER THE PRICE THAT YOU PAY FOR PURCHASING OF ANY VOLUME OF PICKLE IS WORTH FOR YOU?

Ans...........................................................................................................................................................................

17. WHETHER YOU PREFER THE PICKLES IN SACHETS OR BOTTLES?

a. sachets b. bottles

18. WHETHER YOU CHANGE THE FLAVOUR OF YOUR PREFERENCE FOR THE PICKLE AS PER THE SEASON?

a. yes b. No

19. IF YES, WHAT ARE THE FLAVOURS YOU PREFER IN DIFFERENT SEASONS?

Ans: ..................................................................................................................................................

20. WHETHER YOU PREFER PICKLE WITH EXCESS AMOUNT OF OIL?

a. yes b. No

21. WHETHER YOU PREFER PICKLE WITH EXCESS AMOUNT OF CHILLI POWDER?

a. yes b. No

22. WHETHER YOU PREFER SACHETS OR THE SEALED BOTTLES? GIVE REASONS?

a. sachets b. bottles

..................................................................................................................................................................................

..................................................................................................................................................................................


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23. THE BRAND YOU PREFER IN PICKLE?

a. PRIYA PICKLE b. MOTHER PICKLE c. AMRUTHA d. OTHERS (PLEASE SPECIFY)

24. WHY YOU PREFER THE PICKLE OF THAT BRAND ONLY?

Ans: .....................................................................................................................................................

25. ARE YOU SATISFIED WITH THE PRICE FOR THE BRAND THAT YOU PREFER?

a. Yes b. No

26. DO YOU CHECK VARIOUS QUALITY CHECKS (like PFA, ISO, ISI, AGMARK etc...,) BEFORE BUYING PICKLES FROM THE MARKET?

a. Always b. Sometimes c. Never

27. DO YOU LOOKK FOR MANUFACTURING AND EXPIRY DATE BEFORE BUYING THE PRODUCT?

a. Always b. Sometimes c. Never

28. IF A NEW BRAND PICKLE WITH ALL FLAVOURS ENTERS INTO THE MARKET, YOU PREFER IT?

a. YES b. NO

29. IF YES, WHAT ARE THE ATTRIBUTES YOU WANT IN THE PICKLE? IF NO, WHY?

Ans: ______________________________________________________________________________________

30. FROM WHERE DID YOU GET THE INFORMATION REGARDING PICKLE/ WHO INFLUNCES YOUR PURCHASE DECISION?

a. T.V. b. NEWSPAPER c. CINEMA d. RADIO e.HOARDINGS

f. ADVERTISEMENTS ON BUS g. PAMPHLETS h. WALL PAINTING i. WORD OF MOUTH

j. AGENTS k. SALES MAN l. ANY OTHER (PLEASE SPECIFY)

ECONOMIC ASPESTS:

31. MONTHLY INCOME OF THE FAMILY: Rs ........................./-

32. TOTAL AMOUNT OF MONTHLY INCOME

SPENT ON THE CONSUMPTION OF FOOD: Rs .........................../-

33. TOTAL AMOUNT SPEND ON PICKLES FROM

THE TOTAL AMOUNT SPEND ON CONSUM

-PTION OF FOOD : Rs .........................../-

THANKING YOU SIR

SIGNATURE OF THE RESPONDENT:

TIME AND DATE:


NIRD-PGDRDM BATCH-3

PART I: DATA ANALYSIS PLAN FOR HOUSE HOLDS: To know how many types of pickle a consumer eat

To know the frequency of consumption of pickles

To know the rank of mother’s pickle

To know the rank of priya pickle

To know the rank of amrutha pickle

To know the post consumption satisfaction

To know the quantity of pickles consumed

To know if consumer looks for quality checks certifications

To know the food items with which the pickles are consumed

To know the order of preference of various factors while buying pickles like

packaging, price, brand, certification, oil content.

To know about the different attributes they want in new branded pickle

Satisfaction of price with quality

To know about the pickle purchasing point for the consumers

To know the preference of consumers for packaging

Satisfaction from flavours of pickle

To know about the information sources to the household about the different types

of pickles

respondent’s perception about pickles

income group of respondents

gender of respondent

age of respondent

PART J: Questionnaire for the Retailer: Retailer no.:

Date:

1. NAME OF THE RESPONDENT: 3. AGE:2. ADDRESS: ...................................................,


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................................................................,

...............................................................

PHN No.: ......................................

4. FOR HOW MANY YEARS YOU ARE IN THIS PICKLE BUSINESS?

Ans: ...........................................................

5. WHAT ARE THE DIFFERENT TYPES OF PICKLES YOU SOLD?

a. TOMATO b. DRY CHILLI c.MANGO d.HIBISCUS e.GINGER

f.LEMON g.GARLIC h. MIXED VEG. i. DRUMSTICK j. RADDISH

k. CARROT l.CAPSICU m.CORIANDER n.AMLA o. JACKFRUIT

6. WHAT IS THE PICKLE YOU SELL MOST IN ONE DAY? , RANK IT

a. TOMATO b. DRY CHILLIES c.MANGO d.HIBISCUS e.GINGER


k. CARROT l.CAPSICUM m.CORIANDER n.AMLA o. JACKFRUIT

7. WHY THAT 1ST RANKED PICKLE IS SOLD IN MORE QUANTITY PER DAY?

Ans: .....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................

8. IN HOW MANY DAYS YOU SELL 1 Kg PICKLE? AND GIVE REASONS FOR IT

Ans: ......................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................

9. WHAT ARE THE BRANDS OF PICKLES YOU PURCHASE FROM THE DISTRIBUTOR?

a. PRIYA PICKLE b. MOTHER PICKLE c. AMRUTHA

d. OTHERS (PLEASE SPECIFY)

10. WHETHER THE DISTRIBUTOR COMES TO YOU?

a. yes b. no

11. DO YOU THINK THE PRICE THAT IS FIXED IS AFFORDABLE TO THE CONSUMER? GIVE REASONS?

a. yes b. No


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...............................................................................................................................................................................................................................................................................................................................................................

11. WHAT ARE THE QUALITY PARAMETERS THAT YOU PREFER WHILE PURCHASING THE PICKLE? Ans: a. ................................................................................................................................

b. ...............................................................................................................................

c. ................................................................................................................................

12. DO YOU SELL BOTH THE READYMADE AND ALSO THE HOME-MADE PICKLE?

a. YES b. NO

13. WHAT IS THE DIFFERENT RANGE OF SACHETS/BOTTLES YOU PREFER TO PURCHASE?

a . 100gm b. 200gm c. 250gm d. 500gm


a. YES b. NO


Ans: ______________________________________________________________________________________





THANKING YOU SIR

SIGNATURE OF THE RESPONDENT:

TIME:

PART K: DATA ANALYSISPLAN FOR RETAILER: To know for how long he is in the pickle business

To know about the different types of flavour of pickles he sells to the consumers

To know the pickle that is sold very much in a day

To know the reasons why that particular pickle is sold very much in a day


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To know the different brands he prefers to sell to the consumers

To know whether the distributor comes to his shop or not

To know about the price that is fixed by the brand is affordable to the consumer or

not

What are the quality parameters that he observes while purchasing the pickles from

the distributor

To know about the products sold i.e.., readymade or the home made pickle


To know about the information sources to him about the different types of pickles

PART L: QUESTIONNAIRE FOR THE INSTITUTIONAL BUYER serial no. : _ _ _

date: _ _ _ _ _ _ _

1. NAME OF THE RESPONDENT: _ _ _ _ _ _ _ _ __ _ _ _ _ _ _ 3. OCCUPATION:


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2. ADDRESS: _ _ _ _ _ _ _ _ _ _ __ _ _ _ _ _ _ 4. AGE:_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ ___ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

5. DO YOU USE PICKLES IN YOUR INSTITUTION?

a. yes b. No

6. IF YES, WHAT ARE THE FLAVOURS YOU USE IN YOUR INSTITUTION?

a. TOMATO b. DRY CHILLI c.MANGO d.HIBISCUS e.GINGER


k. CARROT l.CAPSICU m.CORIANDER n.AMLA o. JACKFRUIT

p. OTHERS, SPECIFY _ _ _ _ _ _ _ _ _ _ _

7. WHAT IS YOUR PICKLE PURCHASING POINT?

a. RETAILER SHOP b. DISTRIBUTOR

8. HOW FAR IS THE PLACE OF THE RETAILER SHOP OR THE DISTRIBUTOR SHOP?

Ans: _______________________ _______________________________________________________

9. WHAT IS THE FLAVOUR OF THE PICKLE YOUR CONSUMERS PREFER MOST? RANK IT

RANK

S.No. FLAVOUR OF PICKLE 1 2 3 4 5 6 7 8 9 10 11 12 13 15

1. TOMATO

2. MANGO

3. DRY MIRCH

4. HIBISCUS

5. GINGER

6. LEMON

7. GARLIC

8. MIXED VEG.

9. DRUMSTICK

10. RADDISH

11. CARROT

12. JACK FRUIT

13. CORIANDER


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14. CAPSICUM


10. WHAT ARE THE REASONS FOR RANKING THAT PICKLE AS No. 1 , IS THERE ANY REASONS?

Ans: __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

11. WHAT IS THE TOTAL QUANTITY OF PICKLES YOU PURCHASE FOR ONE MONTH?

Ans: ____________________________________________________________

12. DO YOU PURCHASE HOME MADE PICKLES?

a. YES b. NO

13. IF YES, HOW MUCH QUANTITY YOU PURCHASE AS HOME MADE PICKLES?

Ans: ____________________________________________________________

14. WHICH BRAND YOU PREFER?

a. PRIYA b. MOTHER c. AMRUTHA d. OTHERS (PLEASE SPECIFY)

15. WHY YPU PREFER THAT BRAND, GIVE REASONS?

Ans: __________________________________________________________________________________

16. WHETHER YOU PREFER THE BOTTLES OR THE TINS? WHY?

Ans: __________________________________________________________________________________

17. WHETHER THE PRICE FOR YOU IS WORTH FUL TO YOU? GIVE REASONS

Ans: __________________________________________________________________________________


a. YES b. NO


Ans: ______________________________________________________________________________________





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PART M: DATA ANALYSIS PLAN FOR INSTITUTIONAL BUYER: To know about the different flavours of pickles used in the institution

To know the purchasing point for the institutional buyer

To know about the preference of the consumers for different flavours of pickle.

To know the reasons why the consumers prefer that pickle most

To know whether he prefers the home made pickle or the readymade pickles

To know the proportion of homemade pickles and the readymade pickles

To know the brand of the pickle he prefers


To know about the information sources to him about the different types of pickle


FINAL REPORT FOR MARKET STUDY OF PICKLES

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