ASUMMER TRAINING PROJECT REPORT

ON“A COMPREHENSIVE STUDY OF MARKETING

COMMUNICATION EFFECT ON THE CONSUMERS”A CASE OF

“CG FOODS PVT. LTD. NEPAL”

FOR THE PARTIAL FULLFILLMENT OF THE REQUIREMENT FOR THE AWARD OF THE DEGREE OF

MASTER OF BUSINESS ADMINISTRATION (2007-2009)

UNDER THE KIND SUBMITTED BY:GUIDENCE OF: HAMENT SINGHMR . PRAVEEN KUMAR MBA 3RD (SEM.)SENIOR. MARKETING MANAGER

SUBMITTED TO:

RAKSHPAL BAHADUR MANAGEMENT INSTITUTE BAREILLY(AFFILATE TO U.P TECHNICAL UNIVERSITY BAREILLY)

DECLARATION

DECLARATION

I, Mr. Hament Singh,

hereby declare that this project report is the record of authentic work carried out

by me during the period from June 8 2008 to 3 Aug 2008 and has not been submitted to

any other University or Institute for the award of any degree/diploma.

Hament SinghMBA 3RD Sem.

ACKNOWLEDGMENT

ACKNOWLEDGMENT

It is a pleasure to record my thanks and gratitude to persons and organization whose

generous help and support enable me to complete this study with in the stipulated time

period. I wish to express my sincere gratitude to Mr. Binod. K. Chaudhary (CEO), Mr.

S.C. Saboo (CFO), Mr. G.P. Saha (Sr. G.M. Foodco) give me this opportunity. My

special thanks are due to Mr. Praveen Kumar and a host of other officials for their active

support and co-operation at each stage of the study.

I am very thankful to Dr. Saurabh Saxena for consult and guidance provides me

which am necessary for completing this study.

Lastly, I want to gratitude the god who provide me this opportunity and always

help me in life.

However, I take the responsibility of all my shortcomings.

Hament SinghMBA 3rd Sem.

PREFACE

PREFACE

Management training has gained and tremendous importance over the past few years.

Management was previously considered as an in born art or talent but in today’s fast

developing world, the view has been modified. One need a practical experience to

identify how the management concepts are helpful in managing the organization being

and MBA student and summer trainings perquisite of the cerium I undertook 8 weeks

intensive summer training in CG Foods Pvt. Ltd. Nepal as an essential and obligatory part

of the Rakshpal Bahadur Management Institute Bareilly. This project report is the

outcome of the training entitled “A Comprehensive study of Marketing

Communications effect on the Consumers”

This training proved very beneficial for me in Understanding the organization,

their operation as well as help in knowing how people work as a team to achieve the

organizational objective. Their style to know about consumer requirement and fulfilled

them excellently. It was pride for me to work such energetic people, who guide me how

they communicate the consumer build brand equity and better customer relationship.

Really, this summer training was quite interesting, inspiring, satisfying,

knowledge, gaining and academically rewarding.

Hament SinghMBA 3rd Sem.

TABLE OF CONTENT

1. COMPANY PROFILE

2. OBJECTIVE OF THE STUDY

3. RESEARCH PROBLEM

4. NEED OF THE STUDY

5. SCOPE OF THE STUDY

6. FEATURES OF THE STUDY

7. FRAMEWORK OF THE RESEARCH

METHODOLOGY

8. RESEARCH METHODOLOGY USED IN THE STUDY

9. INTRODUCTION OF THE STUDY

10. INTRODUCTION OF THE TOPIC

11. FINDING AND ANALYSIS

12.CONCLUSIONS

13.LIMITATIONS

14.BIBLIOGRAPHY

15.ANNEXURE

QUESTIONNAIRE

COMPANY

PROFILE

C.G. FOODS (NEPAL) PVT. LTD.

It is the Nepal’s first and only ultramodern, private industrial park, which is

situated in Nawalparasi. It houses various units equipped with latest technology, R&D

and laboratories for manufacturing snacks, food, beverages and cigarette. There are also

ancillary units producing specialty food items to suit different lifestyles. WAI-WAI

instant noodles product of this company have not only become a household name through

out Nepal, but also become a favorite in some of the larger cities in India. This company

is also exported these product in Pakistan, Sri Lanka, Maldives, Bangladesh, Bhutan and

India. CG Foods (Nepal) Pvt. Ltd. (CGFN) houses a total of 4 production facility which

has 4 plants operating under the same roof with a combined capacity of producing 1200

packets of noodles per minute, the largest in the South East Asia. Others plants are Potato

Chips, Wafer and Bhujiya.

HISTROY OF CG CHAUDHARY GROUP

The first step towards establishing a business empire by the Chaudhary Family was taken

some 135 years ago with Late Bhuramal Chaudhary entering the textile business in

Nepal, albeit in a very small way.

Under the Rana Regime, the first row of shops along the popular Juddha Sadak

(present day New Road) took shape. It was here that the founder late Mr. Bhuramal

Chaudhary was given a shop on a yearly rental of Rs. 200 where he dealt in textiles

imported from India. Soon his small shop was among the few privileged that enjoyed the

patronage of the Rana ruler, Shree 3 Judha Shumsher Jung Bahadur Rana. Bhuramal

Chaudhary along with his son carried items from his shop in the place courtyard for the

royalty. This operation functioned under the informal name of “Bhuramal Lunkaran Das”

After the demise of Bhuramal Chaudhary, young Lunkaran Das Chaudhary took

over the reins of the business and gave it a whole new dimension. He embarked on the

lucrative business of exporting jute from Biratnagar and imported fabrics from Japan and

Korea under the name of Bhuramal Lunkaran and Arun Implex. His success emboldened

him to establish a construction company. United Builders, which became one of the

largest at the time and undertook prestigious projects like the construction of Soaltee

Hotel, Janakpur Cigarette Factory and the highway to Nuwakot.

In the mid 50s, Nepal was still an integral part of the oriental unknown, an encore,

he established Arun Emporium, which soon became the sub continent’s favorite shopping

haunt. Within weeks, this shopping arcade in Kathmandu advanced the Indian concept of

shopping-abroad in the neighborhood. Not only did it pamper the capital’s elite, it led to a

rise in Indian-tourist arrivals. The wonders this did to the nation’s economy are a tale by

itself. Today, the picture has expanded to a multifarious landscape, which is a quantum

leap from its humble beginnings. At the helm of affairs of Nepal’s largest corporate

house with a growing market presence in the South and South East Asian regions and the

trust of partners worldwide.

Chaudhary group (CG) has achieved many firsts in Nepal. Here are some of them:

United Builders: Nepal’s first organized construction company.

Flooring and Furnishing : The first modern concept of flooring & furnishing

to be introduced in Nepal.

Arun Emporium: Nepal’s first and largest modern departmental arcade with

individual departments for ladies, men, electronics and household goods.

FMCG Exports to India: The group is Nepal’s first to export processed

food. Biscuits to the north eastern part of India competing against established

names like Britannia and Parle.

International Asia Award: Nepal’s first company to be awarded the

International Asia Award.

Audio/Home Appliances: The Group’s as well as Nepal’s first electronic

company- Sound Equipments & Electrical Appliances Industries (SEEAI)-

pioneered the production of an entire range of fine audio products & home

appliances.

Noodles: The Group is Nepal’s first to set up a sophisticated and state of the art

technology plant for brown noodles with technical collaboration with a Thai

company ranking amongst the biggest in South Asia.

TV/VCP Manufacturing: Nepal’s first television and radio assembly plant

in Nepal.

Industrial Park: CUG is Nepal’s first and the only privately owned industrial

park.

Real State: Ansal Chaudhary is Nepal’s first real estate company to introduce

modern concept of housing.

Snacks: Nepal’s first company to manufacture various snacks i.e.. extruded

products like Cheese balls etc.

Hospitality Sector: Nepal’s fist global company in the hospitality sector.

ISO 9002: Nepal’s fist food production company to be awarded ISO 9002.

CORE ACTIVITIES

FAST MOVING CONSUMER GOODS

FOOD & BEVERAGES

CG Foods (Nepal) Pvt Ltd. (1984)

(Fast Foods Nepal) Pvt. Ltd.,

Kwik’s Foods (Nepal) Pvt. Ltd.,

Nepal Thai Foods Pvt. Ltd.,

Gold Beverage (Nepal) Pvt. Ltd.

Instant Meal Pvt. Ltd. (1997)

Nirvana Vanaspati Udyog Pvt. Ltd. (1988)

Shree Mahalaxmi Maida Mills Pvt. Ltd. (1974)

Shree Mahalaxmi Nutritious Foods Pvt. Ltd. (1993)

Shree Pashupati Biscuit Industries Pvt Ltd. (1973)

Shwet Ganga (Udyog) Pvt. Ltd. (2000)

Surya Agro Products Pvt. Ltd. (2003)

AUTOMOBILES

AIT Pvt. Ltd. (1996)

Arun Intercontinental Traders. (1989)

Shree Himalayan Enterprises Pvt. Ltd. (1960)

Himalayan Intercontinental Pvt Ltd. (1994)

Karan Exims Pvt Ltd. (1996)

Nepal Lube Oil Ltd. (1984)

Associated Automobiles Pvt. Ltd. (2000)

Karan Motor Company Pvt. Ltd. (2000)

Wheels Automobiles Pvt. Ltd. (2004)

Surya Automobiles Pvt. Ltd. (2004)

FINANCIAL SERVICES / INVESTMENTS

ABB Investments Pvt. Ltd. (1994)

CG FINCO Pvt. Ltd. (2003)

Surya Investment Pvt. Ltd. (2000)

United Finance Ltd. (1992)

United Insurance Company (Nepal) Ltd. (1993)

Speed Remit Pvt. Ltd. (2005)

e-pay Pvt. Ltd. (2005)

INRASTRUCTURE PHYSICAL INFRASTRUCTURE

Ansal Chaudhary Developers Pvt. Ltd. (1999)

Ganga Devi Chaudhary Udyog Gram. (1994)

Rahul Infrastructure (Nepal) Pvt. Ltd. (1991)

HOSPITALITY

Taj Asia Pvt Ltd.

DEVELOPMENT INFRASTRUCTURE

Independent Power Corporation (Nepal) Pvt. Ltd. (2002)

Power Development (Nepal) Pvt. Ltd. (1993)

CONSUMER DURABLES

ELECTRONICS AND HOME APPLIANCES

Goldstar Nepal Pvt. Ltd. (1988)

Sound Equipment and Electrical Appliances Industries Pvt. Ltd. (1981)

STEELS

Apollo Steels Industries Pvt. Ltd. (1986)

SPECIALITIES

APPAREL AND ACCESSORIES

Megha Woolen Mills Pvt. Ltd. (1988)

PACKAGING

Flexible Packaging Pvt. Ltd. (1993)

TRADING

Apollo Intercontinental. (1996)

Impact International. (1991)

Shangrila Exports. (1992)

CG Implex Pvt. Ltd. (2004)

LG Lifestyle Shoppe Pvt. Ltd. (2005)

TOBACCO

Perfect Blends (Nepal) Pvt. Ltd. (1996)

BEER

Sungold Brewery (Nepal) Pvt. Ltd. (1993)

PHYTO-CHEMICAL

Chaudhary Biosys (Nepal) Pvt. Ltd. (2004)

Nepal Natures (Pvt.) Ltd. (2004)

CITIZEN CHAUDHARY

Chaudhary Foundation. (1995)

Chaudhary Education Foundation. (1996)

Ganga Avedana Ashram. (2000)

Kanchi Shankara Temple and Religious Education Centre. (1999)

Shree Lunkaran Das-Ganga Devi Chaudhary Academy For Art and Literature. (1995)

Shree Lunkaran Das-Ganga Devi Chaudhary Charity Hospital. (1996)

The Chandbagh School. (1996)

Norvic Escorts International Hospital. (1994)

FMCG (FAST MOVING CONSUMER GOODS)

A well integrated, self-contained food and beverages industry set up by Chaudhary Group

has evolved to become one of Nepal’s leading manufacturers of fast food snack and fruit

juices.

PASHUPATI BISCUITS

This company has its inception in 1973, amid competing with major Indian brands. But in

spite of awesome odds, Pashupati biscuits became a popular name and a market leader. In

the wake of its popularity a role reversal took place when the company started exporting

biscuits to India.

INSTANT MEAL PVT. LTD.

It is the first cereal based blended food and baby food manufacturing company in Nepal

having ISO 9001-2000 QMS (Quality Management system) registration and Instant Meal

Pvt. Ltd. It is the first company in Nepal to be certified for Hazard Analysis and Critical

Control Point. (HACCP) the approval from Central Board of HACCP. It is the only

production unit recognized by the UN agencies to produce blended food in Nepal for

catering to the domestic and neighboring foreign markets.

FUDCO (GOLDSTAR BEVERAGE PVT. LTD., NEPAL THAI FOODS

PVT. LTD.)

An integrated food production complex of Chaudhary Group on the southern

fringe of Lalitpur district, it offers a wide range of products of true international quality

using the latest food technology.

FUDCO is divided into 3 subunits manufacturing noodles, extruded snacks, fried

pallets and fruit juices.

C.G. FOODS (NEPAL) PVT. LTD.

Nepal’s first and only ultramodern, private industrial park, which is situated in

Nawalparasi. It houses various units equipped with latest technology, R&D and

laboratories for manufacturing snacks, food, beverages and cigarette. There are also

ancillary units producing specialty food items to suit different lifestyles. CG Foods

(Nepal) Pvt. Ltd. (CGFN) houses a total of 3 production facility which has 3 plants

operating under the same roof with a combined capacity of producing 615 packets of

noodles per minute, the largest in the South East Asia. Others plants are Potato Chips,

Wafer and Bhujiya.

SHREE MAHALAXMI MAIDA MILLS PVT. LTD.

The plant imported from Germany with the world class Technology is fully

automatic. The company’s main products are Maida, Atta, Suji and Bran.

NIRVAN VANASPATI UDYOG PVT. LTD.

The Cook brand oil and hydrogenated fat produced from Nirvana Vanaspati is the

trend setter and the market leader in the edible oil and hydrogenated fat sector and caters

for domestic and international market where as Surya Agro Products Pvt. Ltd. is fitted

with modern oil expelling machineries for expelling rape seed oil and sunflower oil.

CG GROUP A MULTINATIONAL ORGANISATION

A conglomerate of over 40 companies with incomparable infrastructure, Chaudhary

Group commands an investment outlay of over US $ 500 million today. Through interest

that span the gamut of manufacture , trade and commerce, the Group has continuously

fostered a multifaceted upliftment of the country’s rural and urban lifestyles. But there’s

more to it than setting the national benchmark. With growing international presence

comes a sea of innovation in work-culture driving standards to the echelons of the

foremost practiced worldwide

STRIDING AHEAD: Rahul, Nirvana and Varun Chaudhary with Dad Binod (white suit) in Kathmandu.

. Nepali Marwari business family that has become Nepal's first multinational with

over $500 million in assets and revenues that Forbes Asia recently called 'among Nepal's

richest non-royals'. CG is now the biggest business player in Nepal literally 'Touching

Life Everyday', as the company's motto has it. CG's Wai-Wai instant noodle is a

recognized and established brand not just in Nepal but in 20 different countries. CG's

trading wing sells LG electronics and Marutis. Now the organization concentrate on core

areas like manufacturing, hydropower, financial services and tourism and would like to

work to make investment possible in these sectors as a member of the CA..

OBJECTIVE

OF

THE STUDY

OBJECTIVE OF THE STUDY

The objective of this study is to measure the marketing communications tools effects

effectively. Different customers have different needs. So the marketing communications

activity may be wasted if target it at the wrong customer group. It is therefore important

to tailor the promotional message to meet the needs of each different segment of the

audience. The different objective of such study is as follows:-

To find out the various marketing communications programes effect on the

consumers.

To find out which type of programes are more convencing.

To find out how much people are aware about the product of the company’s

noodles product, how, when, why, they but these product. Which is helpful to

measure the effect of the strength of communication plan used by the

organisation.

Consumer perception towards the products of the company.

RESEARCH PROBLEM

RESEARCH PROBLEM

When any type of the research is being done, than research problem must be cleared. It is

said if the problem is clear, it means half problem is solved. This study indicate the

problem for the organisation to know the effectness of various communication plan

which are used by the organisation for marketing to convenience the consumers. This

study is done to measure the effectness of such type of program. So the soulution of these

problems are to be searched in this study are as follows:

The main problem of this type of research is to convience the people to get their

response.

It is practically hard task to measure the effect of various types of marketing

communication tools

NEED

OF

THE STUDY

NEED OF THE STUDY

Businesses use a range of marketing communications to promote the company, their

products and their services. Examples of marketing communications tools include:

brochures, mail shots and websites advertising on televisions or radios, hording and

banners etc. The objective of all of these is ultimately to achieve sales and creating

awareness about the products so it is important that the business should communicate

effectively. Before engage in any communications programmed with the customers,

business marketers have to decide:

What to say?

Whom to say it?

How to present message effectively?

Where to distribute message?

When to send message?

Marketers also need to consider the style and tone of the message and the follow-

up actions that will be required by him and his staff in order to generate that all important

sale.

Really, it is not easy to select marketing communications way that can aware the

consumer more and more. So it must be considered by the marketing communication

planners to choose the effective communications way and timely measure the effect of

different marketing communications programs, whether they are effective to achieve the

business goals. These studies help the marketing communication planners which medium

or way is working effectively and how can they make it more effective. It makes enable

to the marketing communication planner how much people are being influenced with

product whether they are aware about product or not, they are satisfied these product etc.

SCOPE

OF

THE STUDY

SCOPE OF THE STUDY

In business it is said winning company those that can meet customer’s needs

economically and conveniently and with effective communication. Two key themes of

marketing communication are that:

Different marketing activities are employed to communicate and deliver

value.

All marketing activities are coordinated to maximize their joint effects.

In every organization after implementing the communications plan, the

communications director must measure the impact of different communications programs

on the target audience. Members of the target audience are asked whether they recognize

or recall the message, how many times they use the product and what they feel about the

product and their current and previous attitudes toward the product and the company. The

communicator should also collect behavioral measures of audience response, such as how

many people like the product and talked to others about the product. So these studies are

helpful to peruse the customer’s perception toward the product and company. This study

clears the image of the product and the company created by the communications

programs and its effect can also measure easily.

FEATURES

OF

THE STUDY

FEATURES OF THE STUDY

Usually different type of marketing communications tools are used by the organizations

to create the awareness of the different products between the consumers. A lot of money

is expended by the organizations in this type of programmes. So the marketers usually

tried to know the effectiveness level of these tools to measure the success of achieving

organizational goals. The various features of these types of study are as follows:

This type of study is very much beneficial to know the consumer attitude

towards the product as their buying behavior, which type of product they

prefer. When they buy, how they buy.

This study is helpful to the organization to measure the consumer preferences

of the product, which things influence them very much.

This study is very much important to take future managerial decisions for

adopting effective communication plan.

FRAMEWORKOF

RESEARCHMETHODOLOGY

RESEARCH METHODOLOGY

Research in common parlance refers to a search for knowledge. It is a scientific

and systematic research for pertinent information on a specific topic. It a description

explanation and justification of various methods of conducting research.

It is a systematic method of exploring actual persons and groups focused

primarily on their experience within their social worlds, inclusive of social attitudes and

values, the mode of analysis of these experiences which permit stating proposition in the

form.

When a research is conducted these points always considered:-

Research always starts with a question or a problem.

Its purpose is to find answers to questions through the applications of the

scientific method.

It is a systematic and intensive study directed towards a more complete

knowledge of the subject studied.

TYPES OF BUSINESS RESEARCH

Businesses primarily engage in four type of research:

Market research

Product research

Advertising research

Consumer research (Marketing Research)

MARKET RESEARCH

Market research has a broad scope and includes all aspects of the business environment.

It asks questions about competitors, market structure, government regulations, economic

trends, technological advances, and numerous other factors that make up the business

environment.

Sometimes the term market research refers more particularly to the financial

analysis of companies, industries, or sectors. In this case, financial analysts usually carry

out the research and provide the results to invest advisors and potential investors.

PRODUCT RESEARCH

This research is basically done for looking what product can be produced with available

technology and what new product innovations near- future technology can develop.

ADVERTISING RESEARCH

This type of research is used to assess the likely impact of an advertising campaign in

advance, and also measure the success of a recent campaign.

CONSUMER RESEARCH

The field of consumer research developed as an extension of the field of marketing

research. Consumer research makes business organizations enables to predict how

consumers will react to promotional messages and to understand why they make the

purchase decisions they do. It is realize if it is possible to know more about the consumer

decision-making process, business planner can design marketing strategies and

promotional messages that will influence consumers more effectively. Recently

marketers realize that customer research is a unique subset of marketing research, which

merits the utilization of specialized research methods that collect customer data and also

enhance the company’s relationship with its customers.

Really, marketing research comprises a form of applied sociological study, which

concentrates on understanding the behaviors, whims and preferences, mainly current and

future, of consumers in a market based economy.

TYPES OF CONSUMER RESEARCH

Consumer research can be divided into two categories:

Quantitative research

Qualitative research

QUANTITATIVE RESEARCH

It is descriptive in nature and used by researchers to understand the effects of various

promotional inputs on the consumer, thus enabling marketers to “predict” consumer

behavior. This research approach is known as positivism, and consumer researchers

primarily concerned with predicting consumer behavior are known as positivists. The

research methods used in positivist research are borrowed primarily from the natural

sciences and consist of experiments, survey techniques, and observation, the findings are

descriptive, empirical, and, if collected randomly can be generalized to larger

populations. Because the data collected are quantitative, they lend themselves to

sophisticated statistical analysis.

QUALITATIVE RESEARCH

Qualitative research methods consist of depth interviews, focus groups, metaphor

analysis, collage research and projective techniques. These techniques are administered

by a highly trained interviewers-analyst who also analyzes the findings; thus the findings

tend to be somewhat subjective. Because sample sizes are necessarily small, findings

cannot be generalized to larger populations. They are primarily used to obtain new ideas

for promotional campaigns and products that can be tested to obtain new ideas for

promotional campaigns and products that can be tested more thoroughly in larger, more

comprehensive studies.

A number of academicians from the field of consumer behavior, as well as from

related social science disciplines, have become more interested in the act of consumption

rather than in the act of buying. They view consumer behavior as a subset of human

behavior, and increased understanding as a key to reducing negative aspects of consumer

behavior, such as drug addiction, shoplifting, alcoholism and compulsive buying. Interest

in understanding consumer \experiences has led to the term interpretive, and the

researchers who adopt this paradigm are known as interpretivists.

COMBINING QUALITATIVE AND QUANTITATIVE RESEARCH

Marketers often use a combination of quantitative and qualitative research to help make

strategic marketing decisions. For example: they use qualitative research findings to

discover new ideas and to develop promotional strategy, and strategy, and quantitative

Research findings to predict consumer reactions to various promotional inputs.

Frequently, ideas stemming from qualitative research are tested empirically and become

the basis for the design of quantitative studies.

Marketers have discovered that these two research paradigms are really

complementary in nature. The prediction made possible by quantitative research and

understanding provided by qualitative research together produce a richer and more rob

lust profile of consumer behavior than either research approach used alone. The

combined findings enable marketers to design more meaningful and effective marketing

strategies.

THE CONSUMER RESEARCH PROCESS

The major research steps in the consumer research process are as follows:

Defining the objective of the research

Collecting and evaluating secondary data

Designing a primary research study

Collecting primary data

Analyzing the data

Preparing a report on the findings

DEFINING THE OBJECTIVE OF THE RESEARCH

The first step in the consumer research process to carefully define the objectives of the

study. It is important for the marketing manager and the researcher to agree at the outset

on the purpose and objectives of the study to ensure that the research design is

appropriate. A carefully thought-out statement of objectives helps to define the type and

level of information needed.

For example, if the purpose of the study id to come up with new ideas for

products or promotional campaigns, then a qualitative study is usually undertaken, in

which respondents spend a significant amount of time face-to-face with a highly trained

professional interviewer analyst who also does the analysis. Because of the high costs of

each interviewer, a fairly small sample of respondents is studied; thus the findings are not

projectable to the marketplace. It the purpose of the study is to find out how many people

and how frequently they use them, then a quantitative study that can be computer

analyzed is undertaken.

COLLECTING SECONDARY DATA

A search for secondary data generally follows the statement of objectives. It includes

findings based on research done by outside organizations, data generated in-house for

earlier studies and even customer information collected by the firm’s sales or credit

departments. Locating secondary data is called secondary research. Secondary research

findings sometimes provide sufficient insight into the secondary research findings

sometimes provide sufficient insight into the problem at hand to eliminate the need for

primary research.

SYNDICATE DATA

It is often very costly to collect primary data; many companies routinely purchase

syndicated data on consumption patterns. Syndicated data are data of interest to a large

number of users that are collected periodically and compiled and analyzed according to a

standard procedure; then sold to interested buyers.

CUSTOMER PROFITABILITY AND LIFE TIME VALUE DATA

It is focused on building and maintaining long-term relationships with consumers, many

companies are now developing systems that will identify highly profitable customers as

quickly as possible and the target these consumers with special offers to buy even more

of the company’s products and services. Such systems stem from the collection and an

analysis of internal secondary data, such as past customer transactions letters from

customers, sales-cell reports, warranty cards, and data on the frequency and duration of

customer interactions. Based on these data, survey marketers compute customer life time

value.

VARIOUS SOURCES OF SECONDARY DATA

INTERNAL SOURCES

Company profile and loss statements, balance sheets, figures, sales call

reports, invoices, inventory records and prior research reports.

GOVERNMENT PUBLICATIONS Statistical abstract of the Indian government

Country and city data book

Industrial outlook

Marketing information guide

By other government publications include the annual survey of manufacturers;

Business Statistics; census of Manufacturers; Census of population; Census of

retail trade, Wholesale trade, Selected service industries; Census of

transportation, monthly labor review etc.

PREIODICALS AND BOOKS

Business Periodicals Index

Standard and poor Industry

Marketing, Marketing research, Consumer research journals, Businesses

magazines etc.

COMMERCIAL DATA

Different companies data etc.

DESIGING PRIMARY RESEARCH

The design of a research study is based on the purposes of the study. If descriptive

information is needed, then a quantitative study is likely to be undertaken; if the purpose

is to get new ideas, then a qualitative study is undertaken.

QUANTITATIVE RESEARCH DESIGNS

Three basic designs are used in quantitative research:

Observational

Experimental

Survey

OBSERVATIONAL RESEARCH

Observational research is an important method of consumer research because marketers

recognize that the best way to gain an in-depth understanding of the relationship between

people and products by different ways.

EXPERIMENTAL RESEARCH

It is possible to test the relative sales appeal of many types of variables such as package

designs, prices, promotional offers, or copy themes through experiments designed to

identify cause and effect. In such experiments only some variables are manipulated, while

all other elements are kept constant is due to different treatments of the variables under

study and not to extraneous factors.

SURVEY RESEARCH

If researchers wish to ask consumers about their purchase preferences and consumptions

experiences they can do so in person, by mail, by telephone, or online. Each of these

survey methods has certain advantage and certain that the researcher must weigh when

selecting the method of contact.

QUANTIATIVE RESEARCH DESIGN DATA COLLECTION METHODS

The key data collection techniques for qualitative studies are depth interviewers:

Depth interview

Focus groups

Projective techniques

Metaphor Analysis

DEPTH INTERVIEW

This type of method followed by only expert researchers, who discussed with the

responded. Researcher carefully studies the responded views and makes findings with the

help of this depth interview.

FOCUS GROUPS

It consist 8-10 responded which are encouraged to discuss their interests, attitudes,

reactions, motives, lifestyles, feelings about the product or its category their views are

tapped and the results are draw by the researcher having done its in-depth study.

PROJECTIVE TECHNIQUES

Projective techniques are designed to tap the underlying motives of individuals despite

their unconscious rationalizations or efforts at conscious concealment. They consist of a

variety of disguised “tests” that contain ambiguous stimuli, such a incomplete sentences,

untitled pictures or cartoons, ink blots, word-association tests, and other person

characterizations.

METAPHOR ANALYSIS

In the 1990s a stream of consumer research emerged suggesting that most communication

is nonverbal that people do not think in words but in images. If consumer thought

processes consist of series of images, or pictures in their mind, then it is likely that many

respondents cannot adequately convey their feelings and attitudes about the research

subject through the use of word alone. Therefore it is important to enable consumers to

represent their images in an alternate, nonverbal form through the use, say, of sounds,

music, drawings, or pictures. The use of one form of expression to describe or represent

feelings about another is called a metaphor.

SAMPLING AND DATA COLLECTION

These methods are used for sampling:-

DATA ANALYSIS AND REPORTING RESEARCH FINDINGS

In qualitative research, the moderator or administrator usually analyzes the responses

received. In quantitative research, the researcher supervises the analysis open-ended

responses are first coded and quantified then all of the responses are tabulated and

analyzed using sophisticated analytical programs that correlate the data by selected

variables and cluster the data by selected demographic characteristics.

In both qualitative and quantitative research. The research report includes a brief

executive summary of the findings. Depending on the assignment from marketing

management. The research report may or may not include recommendations for

marketing action. The body of the report includes a full description of the methodology

used and, for quantitative research, also includes tables and graphics to support the

findings. A sample of the questionnaire is usually included in the appendix to enable

management to evaluate the objectivity of the findings.

RESEARCH METHODOLOGY

USED IN THE STUDY

RESEARCH METHODOLOGY

Research methodology is a description explanation and justification of various methods

of conducting research.

TYPE OF RESEARCH USED IN THE STUDY

CONSUMER RESEARH

Consumer research is a unique subset of marketing research, which merits the utilization

of specialized research methods that collect customer data and also enhance the

company’s relationship with its customers.

Really, marketing research comprises a form of applied sociological study, which

concentrates on understanding the behaviors, whims and preferences, mainly current and

future, of consumers in a market based economy.

SAMPLING

The sampling plan for the study decides the work area that is the population, which has to

be surveyed. A Brief idea about the sampling for this research consisting of its different

parameters is given below:

TYPE OF SAMPLING METHOD USED IN THE STUDY

SIMPLE RANDOM SAMPLING

In this type of the sampling every person of the sample has equal chance to be selected in

the sample. So this type of sampling technique is used in the study.

SAMPLING UNIVERSE

This study is conducted to measure the Marketing Communications effect on the

consumers of CG Foods (Nepal) Pvt. Ltd. Company’s product at Kathmandu city in

Nepal.

SAMPLE SIZE

In this study sample size is of 350 peoples. Due to the shortage of time and un-

availability of expert team the research size is taken short so that the research can be done

easily.

METHOD OF DATA COLLECTION

The research was carried out through surey method with the help of a

QUESTIONNAIRE consisting of closed ended question.due to flexibility , questinnaire

method is ideally suited for collection of primary data.

INTODUCTION OF

THE STUDY

INTRODUTION OF MARKETING COMMUNICATIONS

At present time, when competition in business is very tough, communication is the

unique tool that marketers use to persuade consumers to act in a desired way.

Communication takes many forms: It may be verbal, visual or combination of both. It can

also be symbolic- represented, say, by a high price, premium packaging, or memorable

logo- and convey special meaning that the marketer wants to impart. Communication can

evoke emotions that put consumers in more receptive frames of mind, and it can

encourage purchases that help consumers in more receptive frames of mind, it can

encourage purchases that help consumers solve problems or avoid negative out-comes.

Really, communication is the bridge between marketers and consumers and between

consumers and their sociocultural environments.

Marketing communications is focused on product/produce/service as opposed to

corporate communications where the focus of communications work is the

company/enterprise itself. It is primarily concerned with demand generation,

product/produce/service positioning while corporate communications deal with issue

management, mergers and acquisitions, litigation etc. Marketing communications are

messages and related media used to communicate with a market. Those who practice

advertising, branding, direct marketing, graphic design, marketing, packaging,

promotion, publicity, sponsorship, public relations, sales, sales promotion and online

marketing are termed marketing communicators, marketing communication managers, or

more briefly as marcom managers. Traditionally, marketing communication practitioners

focus on the creation and execution of printed marketing collateral; however, academic

and professional research developed the practice to use strategic elements of branding

and marketing in order to ensure consistency of message quast delivery throughout an

organization. Modern marketing calls for more than developing a good product pricing it

attractively, and making it accessible. Companies must also communicate with present

and potential stakeholders, and the general public. For most companies, the question is

not whether to communicate but rather what to say, how to say it, to whom, and how

often. Communications get harder and harder as more and more companies clamor to

grab that consumer’s increasingly dividend attention. To reach target markets and build

brand equity, holistics marketers are creatively employing multiple forms of

communications.

ABOUT THE SUBJECT

COMPONENTS OF COMMUNICATION

Although there is a many way of communication, but is believed that communication is

the transmission of message from a sender to a receiver via a medium or channel of

transmission. In addition to there are the four basic components of communications are as

follows:-

Sender

Receiver

Medium

Message

The 5th essential component of communication is feedback, which alerts the

sender as to whether the intended message was in fact, received.

BASIC COMMUNICATION MODEL

SENDER

THE SENDER

The sender, as the initiator of the communication, can be a formal or an informal source.

A formal communications source is likely to represent either a for-profit (commercial) or

a not-for-profit organization; an informal source can be a parent or friend who gives

product information or advice. Consumers often rely on informal communications

sources in making purchase decisions because, unlike formal sources, the sender is

perceived as having nothing to gain from the receiver’s subsequent actions. For that

reason, word-of-mouth communications tend to be highly persuasive.

THE RECEIVER

The receiver of formal marketing communications is likely to be a targeted prospect or a

customer. Intermediary and unintended audiences are also likely to receive marketer’s

communications. Examples of intermediary audiences are wholesalers, distributors, and

retailers, who receive trade advertising trade advertising from marketers designed to

persuade them to order and stock merchandise, and relevant professionals who are sent

professionals advertising in the hopes that they will specify or prescribe the marketer’s

MESSAGE

CHANNEL

RECEIVER

products. Unintended audiences include everyone who is exposed to the message who is

not specifically targeted by the sender. Unintended receivers of marketing

communications often include publics that are important to the marketer, such as

shareholders, creditors, suppliers, employees, bankers, and the local community. It is

important to remember that the audiences- no matter how large or how- diverse – is

composed of individual receivers, each of whom interprets the message according to his

or her own personal perceptions and experiences.

THE MEDIUM

The medium, or communications channel, can be impersonal or interpersonal (a formal

conversation between a salesperson and a customer or an informal conversation between

two or more people that takes place face-to face, by telephone, by mail, or online).

Mass media are generally classified as print (newspapers, magazines, bill-boards),

broadcast (radio, television), or electronic (primarily the Internet). New modes of

interactive communication that permit the audiences of communication messages to

provide direct feedback are beginning to blur the distinction between interpersonal and

impersonal communications. Direct marketers are often called database marketers- also

seek individual responses from advertisements they have placed in all the mass media:

broadcast, print and online, as well as from direct mail. Home shopping networks are

expanding dramatically as consumers demonstrate their enthusiasm for TV shopping.

Direct marketers use data regarding recent buying behavior of some consumers to

generate purchases from subsequent consumers.

THE MESSAGE

The message can be verbal (spoken or written), nonverbal (a photograph, an illustration,

or a symbol), or the combination of two. A verbal message, whether it is spoken or

written, can usually contain more specific product (or service) information than a

nonverbal message. However, a verbal message combined with a nonverbal message

often provides more information to the receiver than either would alone.

Nonverbal information takes place in both interpersonal channels and in

impersonal channels and often takes the form of symbolic communication. Marketers

often try to develop logos or symbols that are associated exclusively with their products

and that achieve high recognition.

FEEDBACK

Feedback is an essential component of both interpersonal and impersonal

communications. Prompt feedback permits the sender to reinforce, to change, or to

modify the message to ensure that it understood in the intended way. Generally, it is

easier to obtain feedback (both verbal and nonverbal) from interpersonal communications

than important communications. For example, a good salesperson usually is alert to

nonverbal feedback provided by consumer prospects. Such feedback may take the form

of facial expression (a smile, a frown, a look of total boredom, a shaking, or clenched

hands). Because of the high cost of space and time in impersonal media, it is very

important for sponsors of impersonal communications to devise methods to obtain

feedback as promptly as possible, so that they may revise a message if its meaning is mot

being received as intended.

INTRODUCTION OF

TOPIC

MARKETING COMMUNICATIONS EFFECT ON THE CONSUMERS

Marketing communications are the means by which firms attempt to inform, persuade

and remind consumers directly or indirectly about the products and brands that they sell.

In a sense, marketing communications represents the “voice” of the brand and are a

means by which it can establish a dialogue and build relationships with consumers.

Marketing communications perform several functions for consumers, consumers

can be told or shown how and why a product is used, by what kind of person, and where

and whom consumers can learn about who makes the product and what the company and

brand stand for, and they can be given an inventive or reward for trial or usage.

Marketing communication allow companies to link their brands to other people, places,

events, brands, experiences feelings and things. It can also contribute to brand equity by

establishing the brand in memory and crafting a brand image.

COMMON COMMUNICATION PLATFORMS

There are numerous communication platforms. Company communication goes beyond

the specific platforms. The product’s styling and price, the shape and color of the

package, the salesperson’s manner and dress, the store décor, the company’s stationary-

all communicate something to the buyer’s. Every brand contact delivers an impression

that can strengthen or weaken a customer’s view of the company.

The marketing communication mix consists of six major modes of

communication:

Advertising

Sales promotion

Events and experience

Public relations and publicity

Direct marketing

Personal selling

ADVERTISING

Any paid form of non personal presentation and promotion of ideas, goods or services by

an identified sponsor. While historically advertising has involved one-way

communication with little feedback opportunity for the customer experiencing the

advertisement, the advent of computer technology and, in particular, the Internet has

increased the options that allow customers to provide quick feedback. 

SALES PROMOTION

It involves the use of special short-term techniques, often in the form of incentives, to

encourage customers to respond or undertake some activity.  For instance, the use of

retail coupons with expiration dates requires customers to act while the incentive is still

valid. Really it is a variety of short term incentives to encourage trial or purchase of a

product or service.

PUBLIC RELATION AND PUBLICITY

A variety of programs designed to promote or product a company’s image or its

individual products. It is also referred to as publicity, this type of promotion uses third-

party sources, and particularly the news media, to offer a favorable mention of the

marketer’s company or product without direct payment to the publisher of the

information. 

EVENTS AND EXPERIENCE

Company sponsored activities and programs designed to create daily or special brand

related interactions.

DIRECT MARKETING

Use of mail, telephone, fax, e-mail or internet to communicate directly with or solicit

response or dialogue from specific customers and prospects.

PERSONAL SELLING

As the name implies, this form of promotion involves personal contact between company

representatives and those who have a role in purchase decisions (e.g., make the decision,

such as consumers, or have an influence on a decision, such as members of a company

buying center).  Often this occurs face-to-face or via telephone, though newer

technologies allow this to occur online via video conferencing or text chat.

COMMON COMMUNICTION PLATFORMS TABLE

ADVERTISINGSALES

PROMOTION EVENTS/EXPERIENCESPUBLIC

RELATIONSPERSONAL

SELLINGDIRECT

MARKETING

Print and broadcast ads Contest, games Sports Press kits

Sales presentations Catalogs

Packaging InsertsSweepstakes, lotteries Entertainment Speeches

Sales meetings mailings

Motion pictures premiums & gifts Festivals SeminarsIncentive Programs Telemarketing

Brochures & booklets Sampling Arts Annual reports Samples

Electronic Shopping

Posters &leafletsFairs &trade shows Causes

Charitable donations

Fairs & trade shows TV shopping

Directories Exhibits Factory tours Publications   Fax mail

Reprints of ads Demonstrations Company museumsCommunity relations   E-mail

Billboards Coupons Street activities Lobbying   Voice-mail

Display sings Rebates   Identity media    

Point of purchase displays

Low interest Financing  

Company magazine    

Audiovisual material Entertainment        

Symbols and logosTrade in allowance        

VideotapesContinuity programs        

  Tie-ins        

MARKETING COMMUNICATION AND BRAND EQUITY

Marketing communications activities contribute to brand equity in many ways by

creating awareness of brand, linking the right associations to the brand image in

consumer’s memory eliciting positive brand judgments or feelings and/or facilitating a

strong consumer-brand connection. Marketing communication activities must be

integrated to deliver a consistent message and achieve the strategic positioning. The

starting point in planning marketing communications is an audit of all the potential

interactions that customer in the target market may have with the brand and the company.

For example:- if anyone is interested in purchasing a new computer might talk to

others, see television ads, read articles, look for information on the computers in a store.

Marketers need to assess which experiences and impressions will have the most influence

at each stage of the buying process. This understanding will help them allocate a

communications budget more efficiently and design and implement the right

communications program.

From the perspective of building brand equity, marketers should evaluate all the

various possible communication options according to effectiveness criteria as well as

MARKETING COMMUNICATIO

NS PROGRAM

BRAND EQUITY

ADVETTISING

SALES PROMOTIO

N

EVENTS & EXPERIENC

ES

PUBLIC RELATIONS & PUBLICITY PERSONAL

SELLING

DIRECT MARKETIN

G

BRAND AWARENE

SS

BRAND IMAGE

BRAND RESPONSE

S

BRAND RELATIONS

HIP

MARKETING COMMUNICATIONS MODEL TO BUID BRAND EQUITY

efficiency considerations. This b road view of brand-building activities is especially

relevant when marketers are considering strategies to improve brand awareness. Brand

awareness is a function of the number of brand-related exposures and experiences

accumulated by the consumer. Anything that causes the consumer to notice and pay

recognition. The visibility of the brand typically found with sponsorship suggests that

these activities may be especially valuable for enhancing brand recognition. To enhance

brand recall, however, more intense and elaborate processing may be necessary so that

stronger brand links to the product category or consumer needs are established to

improve memory performance.

MARKETING COMMUNICATION AS A PROMOTIONAL TOOL

Promotion is a form of corporate communication that uses various methods to reach a

targeted audience with a certain message in order to achieve specific organizational

objectives.  Nearly all organizations, whether for-profit or not-for-profit, in all types of

industries, must engage in some form of promotion.  Such efforts may range from

multinational firms spending large sums on securing high-profile celebrities to serve as

corporate spokespersons to the owner of a one-person enterprise passing out business

cards at a local businessperson’s meeting.

Like most marketing decisions, an effective promotional strategy requires the

marketer understand how promotion fits with other pieces of the marketing puzzle (e.g.,

product, distribution, pricing, target markets).  Consequently, promotion decisions should

be made with an appreciation for how it affects other areas of the company.  For instance,

running a major advertising campaign for a new product without first assuring there will

be enough inventory to meet potential demand generated by the advertising would

certainly not go over well with the company’s production department (not to mention

other key company executives).  Thus, marketers should not work in a vacuum when

making promotion decisions.  Rather, the overall success of a promotional strategy

requires input from others in impacted functional areas.

In addition to coordinating general promotion decisions with other business areas,

individual promotions must also work together.  Under the concept of Integrated

Marketing Communication marketers attempt to develop a unified promotional strategy

involving the coordination of many different types of promotional techniques.  The key

idea for the marketer who employs several promotional options to reach objectives for

the product is to employ a consistent message across all options. 

TARGETS OF MARKETING PROMOTIONS

The audience for an organization’s marketing communication efforts is not limited to just

the marketer’s target market.  While the bulk of a marketer’s promotional budget may be

directed at the target market, there are many other groups that could also serve as useful

target of a marketing message. 

Targets of a marketing message generally fall into one of the following categories:

Members of the Organization’s Target Market – This category would include

current customers, previous customers and potential customers, and as noted, may

receive the most promotional attention.

Influencers of the Organization’s Target Market – There exists a large group of

people and organizations that can affect how a company’s target market is exposed

to and perceives a company’s products.  These influencing groups have their own

communication mechanisms that reach the target market and the marketer may be

able utilize these influencers to its benefit.  Influencers include the news media (e.g.,

offer company stories), special interest groups, opinion leaders (e.g., doctors

directing patients), and industry trade associations.

Participants in the Distribution Process – The distribution channels provides

services to help gain access to final customers and are also target markets since they

must recognize a product’s benefits and agree to handle the product in the same way

as final customers who must agree to purchase products.  Aiming promotions at

distribution partners (e.g., retailers, wholesalers, distributors) and other channel

members is extremely important and, in some industries, represents a higher portion

of a marketer’s promotional budget than promotional spending directed at the final

customer.

Other Companies – The most likely scenario in which a company will

communicate with another company occurs when the marketer is probing to see if

the company would have an interest in a joint venture, such as a co-marketing

arrangement where two firms share marketing costs.  Reaching out to other

companies, including companies who may be competitors for other products, could

help create interest in discussing such a relationship.

Other Organizational Stakeholders – Marketers may also be involved with

communication activities directed at other stakeholders.  This group consists of those

who provide services, support or, in other ways, impact the company.  For example,

an industry group that sets industry standards can affect company products through

the issuance of recommended compliance standards for product development or

other marketing activities.  Communicating with this group is important to insure the

marketer’s views of any changes in standards are known.

DETERMINE THE COMMUNICATIONS OBJECTIVES

The most obvious objective marketers have for promotional activities is to convince

customers to make a decision that benefits the marketer (of course the marketer believes

the decision will also benefit the customer).  For most for-profit marketers this means

getting customers to buy an organization’s product and, in most cases, to remain a loyal

long-term customer.  For other marketers, such as not-for-profits, it means getting

customers to increase donations, utilize more services, change attitudes, or change

behavior.

The type of customer the marketer is attempting to attract and which stage of the

purchase process a customer is in will affect the objectives of a particular marketing

communication effort.  And since a marketer often has multiple simultaneous

promotional campaigns, the objective of each could be different.

There are the four basic communication objectives are as follows.

Brand awareness

Brand attitude

Category need

Brand purchase intention

BRAND AWARNESS

Ability to identify the brand within the category, in sufficient detail to make a purchase.

Recognition is easier to achieve than recall consumers are more likely to recognize.

Brand recognition is important inside the store. Brand awareness provides a foundation

for brand equity.

BRAND ATTITUDE

Evaluation of the brand with respect to its perceived ability to meet a currently relevant

need. Relevant brands need may be negatively oriented (problem removal, problem

avoidance, incomplete satisfaction, normal depletion) or positively oriented (sensory

gratification, intellectual stimulation, or social approval). For example; - household

cleaning products often use sensory oriented ads emphasizing appetite appeal.

CATEGORY NEED

Establishing a product or service category as necessary to remove or satisfy a perceived

discrepancy between a current motivational state and a desired emotional state. A new to

the world product such as electric car would always begin with a communications

objective of establishing category need.

BRAND PURCHASE INTENTION

Self- instructions to purchase the brand or to take purchase related action. Promotional

offers in the form of coupons or two for one deal encourage consumers to make a mental

commitment to buy a product. But many consumers do not have an expressed category

need and may not be in the market when exposed to an ad making intentions less likely o

be formed.

THE MARKETING COMMUNICATION PROCESS

The act of communicating has been evaluated extensively for many, many years.  One of

the classic analyses of communication took place in the 1940s and 1950s when

researchers, including Claude Shannon, Warren Weaver, Wilbur Schramm and others,

offered models describing how communication takes place. 

 In general, communication is how people exchange meaningful information. 

Models that reflect how communication occurs often include the elements shown below:

 

COMMUNICATION PARTICIPANTS

For communication to occur there must be at least two participants:

Message Source – The source of communication is the party intending to convey

information to another party.  The message source can be an individual (e.g.,

salesperson) or an organization (e.g., through advertising).  In order to convey a

message, the source must engage in message encoding, which involves mental and

physical processes necessary to construct a message in order to reach a desired goal

(i.e., convey meaningful information).  This undertaking consists of using sensory

stimuli, such as visuals (e.g., words, symbols, images), sounds (e.g., spoken word),

and scents (e.g., fragrance) to convey a message. 

Message Receiver – The receiver of communication is the intended target of a

message source’s efforts.  For a message to be understood the receiver must decode

the message by undertaking mental and physical processes necessary to give

meaning to the message.  Clearly, a message can only be decoded if the receiver is

actually exposed to the message.

COMMUNICATION DELIVERY

Communication takes place in the form of a message that is exchanged between a source

and receiver.  A message can be shaped using one or a combination of sensory stimuli

that work together to convey meaning that meets the objectives of the sender.  The sender

uses a transmission medium to send the message.  In marketing the medium may include

the use of different media outlets (e.g., Internet, television, radio, print), promotion-only

outlets (e.g., postal mail, billboards), and person-to-person contact (e.g., salespeople).

Additionally, communication can be improved if there is a two-way flow of

information in the form of a feedback channel.  This occurs if the message receiver is

able to respond, often quickly, to the message source.  In this way, the original message

receiver now becomes the message source and the communication process begins again.

OBSTACLES TO EFFECTIVE COMMUNICATIONS

While a message source may be able to deliver a message through a transmission

medium, there are many potential obstacles to the message successfully reaching the

receiver the way the sender intends.  The potential obstacles that may affect good

communication include:

Poor Encoding – This occurs when the message source fails to create the right

sensory stimuli to meet the objectives of the message.  For instance, in person-to-

person communication, verbally phrasing words poorly so the intended

communication is not what is actually meant is the result of poor encoding.  Poor

encoding is also seen in advertisements that are difficult for the intended audience to

understand, such as words or symbols that lack meaning or, worse, have totally

different meaning within a certain cultural groups.  This often occurs when

marketers use the same advertising message across many different countries. 

Differences due to translation or cultural understanding can result in the message

receiver having a different frame of reference for how to interpret words, symbols,

sounds, etc.  This may lead the message receiver to decode the meaning of the

message in a different way than was intended by the message sender.

Poor Decoding – This refers to a message receiver’s error in processing the

message so that the meaning given to the received message is not what the source

intended.  This differs from poor encoding when it is clear, through comparative

analysis with other receivers, that a particular receiver perceived a message

differently from others and from what the message source intended.  Clearly, as we

noted above, if the receiver’s frame of reference is different (e.g., meaning of words

are different) then decoding problems can occur.  More likely, when it comes to

marketing promotions, decoding errors occur due to personal or psychological

factors, such as not paying attention to a full television advertisement, driving too

quickly past a billboard, or allowing one’s mind to wonder while talking to a

salesperson.

Medium Failure – Sometimes communication channels break down and end up

sending out weak or faltering signals.  Other times the wrong medium is used to

communicate the message.  For instance, trying to educate doctors about a new

treatment for heart disease using television commercials that quickly flash highly

detailed information is not going to be as effective as presenting this information in a

print ad where doctors can take their time evaluating the information.

Communication Noise – Noise in communication occurs when an outside force

in someway affects delivery of the message.  The most obvious example is when

loud sounds block the receiver’s ability to hear a message.  Nearly any distraction to

the sender or the receiver can lead to communication noise.  In advertising, many

customers are overwhelmed (i.e., distracted) by the large number of advertisements

they encountered each day.  Such advertising clutter (i.e., noise) makes it difficult

for advertisers to get their message through to desired customers.

KEYS TO EFFECTIVE COMMUNICATIONS

For marketers understanding how communication works can improve the delivery of

their message.  From the information just discussed, marketers should focus on the

following to improve communication with their targeted audience:

Carefully Encode – Marketers should make sure the message they send is crafted

in a way that will be interpreted by message receivers as intended.  This means

having a good understanding of how their audience interprets words, symbols,

sounds and other stimuli used by marketers.

Allow Feedback – Encouraging the message receiver to provide feedback can

greatly improve communication and help determine if a marketer’s message

Reduce Noise – In many promotional situations the marketer has little control

over interference with their message.  However, there are a few instances where the

marketer can proactively lower the noise level.  For instance, salespeople can be

trained to reduce noise by employing techniques that limit customer distractions,

such as scheduling meetings during non-busy times or by inviting potential

customers to an environment that offers fewer distractions, such as a conference

facility.  Additionally, advertising can be developed in ways that separates the

marketer’s ad from others, including the use of whitespace in magazine ads.

Choose Right Audience – Targeting the right message receiver will go a long

way to improving a marketer’s ability to promote their products.  Messages are much

more likely to be received and appropriately decoded by those who have an interest

in the content of the message.

CHARACTERISITCS OF DIFFERENT PROMOTIONS

There are different types of promotion options available to a marketer; it is useful to gain

an understanding of the features that set different options apart.  There are mainly seven

characteristics on which each promotional option can be judged these characteristics are

widely understood as being important in evaluating the effectiveness of each type of

promotion, they are by no means the only criteria used for evaluation.  In fact, as new

promotional methods emerge the criteria for evaluating promotional methods will likely

change.

1. Intended Audience: Mass vs. Targeted

2. Payment Model: Paid vs. Non-Paid

3. Interaction Type: Personal vs. Non-Personal

4. Message Flow: One-Way vs. Two-Way

5. Demand Creation: Quick vs. Lagging

6. Message Control

7. Message Credibility

8. Effective Cost of Promotion

1. INTENDED AUDIENCE: MASS PROMOTION Vs TARGETED PROMOTION

Promotions can be categorized based on the intended coverage of a single promotional

message.  For instance, a single television advertisement for a major sporting event, such

as the Super Bowl, World Cup or Olympics, could be seen by millions of viewers at the

same time.  Such mass promotion, intended to reach as many people as possible, has been

a mainstay of marketers’ promotional efforts for a long time. 

Unfortunately, while mass promotions are delivered to a large number of people,

the actual number that fall within the marketer’s target market may be small.  Because of

this, many who use mass promotion techniques find it to be an inefficient way to reach

desired customers.  Instead, today’s marketers are turning to newer techniques designed

to focus promotional delivery to only those with a high probability of being in the

marketer’s target market.  For example, Google, Yahoo and other Internet search engines

employ methods for delivering highly targeted ads to customers as they enter search

terms.  The assumption made by advertisers is that customers who enter search terms are

interested in the information they have entered, especially if they are searching by

entering detailed search strings (e.g., phrases rather than a single word).  Following this

logic, advertisers are much more likely to have their ads displayed to customers within

their target market and, thus, receive a higher return on their promotional investment. 

The movement to highly targeted promotions has gained tremendous traction in recent

years and, as new and improved targeting methods are introduced, its importance will

continue to grow.

2. PAYMENT MODEL: PAID PROMOTION Vs NON-PAID PROMOTION

Most efforts to promote products require marketers to make direct payment to the

medium that delivers the message.  For instance, a company must pay a magazine

publisher to advertise in the magazine.  However, there are several forms of promotion

that do not involve direct payment in order to distribute a promotional message.  While

not necessarily “free” since there may be indirect costs involved, the ability to have a

product promoted without making direct payment to the medium can be a viable

alternative to expensive promotion options.

3. INTERECTION TYPE: PERSONAL Vs NON- PERSONAL

Promotions involving real people communicating with other people are considered

personal promotion.  While salespeople are a common and well understood type of

personal promotion, another type of promotion, called controlled word-of-mouth

promotion (a.k.a., buzz marketing), is emerging as a form of personal promotion.  Unlike

salespeople who attempt to obtain an order from customers, controlled word-of-mouth

promotion uses real people to help spread information about a product but is not designed

to directly elicit orders. 

One key advantage personal promotions have is the ability for the message sender

to adjust the message as they gain feedback from message receivers (i.e., two-way

communication).  So if a customer does not understand something in the initial message

(e.g., doesn’t fully understand how the product works) the person delivering the message

can adjust the promotion to address questions or concerns.  Many non-personal forms of

promotion, such as a radio advertisement, are inflexible, at least in the short-term, and

cannot be easily adjusted to address questions that arise by the audience experiencing the

add.

4. MESSAGE FLOW: ONE WAY Vs TWO –WAY COMMUNICATION

Promotions can be classified based on whether the message source enables the message

receiver to respond with immediate feedback.  Such feedback can then be followed with

further information exchange between both parties.  Most efforts at mass promotion, such

as television advertising, offer only a one-way information flow that does not allow for

easy response by the message receiver.  However, many targeted promotions, such as

using a sales force to promote products, allow message recipients to respond immediately

to information from the message sender.

5. DEMAND CREATION: QUICK Vs LAGGING

The success of promotional activity may not always be measured by comparing spending

to an increase in product sales since marketers may use promotion to achieve other

objectives.  However, when a marketer is looking to increase demand, certain

promotional activities offer advantages in turning exposure to promotion into a quick

increase in demand.  In general, these activities are most effective when customers are

offered an incentive to make the purchase either in a monetary way (e.g., save money) or

in psychological way (e.g., improves customer’s perceived group role or status level).

6. MESSAGE CONTROL

Most promotions are controlled by the marketer who encodes the message (or hires

specialists such as advertising agencies to create the promotion) and then pays to have the

message delivered.  However, no marketer can totally control how the news media,

customers or others talk about a company or its products.  Reporters for magazines,

newspaper and websites, as well as posters to Internet forums may discuss a company’s

products in ways that can benefit or hinder a company’s marketing efforts.  This is

particularly true with non-paid promotions where a marketer is looking to obtain a free

“mention” by an influential message medium (e.g., newspaper article).

7. MESSAGE CREDIBILITY

The perceived control of the message can influence the target market’s perception of

message credibility.  For example, many customers viewing a comparative advertisement

in which a product is shown to be superior to a competitor’s product may be skeptical

about the claims since the company with the superior product is paying for the

advertisement.  Yet, if the same comparison is mentioned in a newspaper article it may be

more favorably viewed since readers may perceive the author of the story has possessing

an unbiased point-of-view.

8. COST EFFECTIVENESS

Promotional cost is measured in several different ways though the most useful are

measured in terms of cost-per-impression (CPI), cost-per-targeted impression (CPTI),

and cost-per-action (CPA).  The CPI metric (also measured in terms of cost-per-thousand

impressions or CPM) relates to how many people are exposed to a promotion in relation

to the cost of the promotion.  A national or international television advertisement, while

expensive to create and broadcast, actually produces a very low CPI given how many

people are exposed to the ad  Yet, a low CPI can be misleading if a large percentage of

the promotion’s audience is not within the marketer’s target market, in which case the

CPTI may be a better metric for gauging promotion effectiveness.  The CPTI approach

looks at what percentage of an audience is within the marketer’s customer group and,

thus, legitimate targets for the promotion.  Clearly, CPTI is higher than CPI, but it offers

a better indication of how much promotion is reaching targeted customers.

An even more effective way to evaluate promotional costs is through the cost-per-

action metric.  With CPA the marketer evaluates how many people actually respond to a

promotion.  Response may be measured by examining purchase activity, number of

phone inquiries, website traffic, clicks on advertisements, and other means within a short

time after the promotional message was delivered.  Unfortunately, measuring CPA is not

always easy and tying it directly to a specific promotion can also be difficult.  For

example, a customer who purchases a snack product may have first learned about the

snack product several weeks before from a television advertisement.  The fact that it took

the customer several weeks to make the purchase does not mean the advertisement was

not effective in generating sales, though if the CPA was measured within a day or two

after the ad was broadcast this person’s action would not have been counted.

With the growing trend to more targeted promotions, especially those delivered

through the Internet, combined with the development of sophisticated customer tracking

techniques, the ability to compare promotion to actual customer activity is bound to one

day be the dominant method for measuring promotional effectiveness.

DEVELOPING EFFECTIVE COMMUNICATIONS

In order to create persuasive communications, the sponsor must first establish the

objectives of the communication, then select the appropriate audiences for the message

and the appropriate media through which to reach them, and then design the message in a

manner that is appropriate to each medium and to each audience. As noted earlier, the

communications strategy should also include an a priori feedback mechanism that alerts

the sponsor to any need for modifications or adjustments to the media or the message.

COMMUNICATIONS STRATEGY

In developing the communications strategy, the sponsor must establish the primary

communications objectives. These might consist of creating awareness of a service,

promoting sales of a product, encouraging certain practices, attracting retail patronage,

reducing post purchase dissonance, creating goodwill or a favorable image or any

combination of these and other communications objectives.

TARGET AUDIENCE

An essential component of a communications strategy is selecting the appropriate

audience. It is important to remember that an audience is made up of individual’s in many

cases, great numbers of individuals. Because each individual has his or her own traits,

characteristics, interests, needs, experience, and knowledge. It is essential for the sender

to segment the audience into groups that are homogenous in terms of some relevant

characteristic. Segmentation enables he sender to create specific messages for each target

group. It is unlikely that a marketer could develop a single message that would appeal

simultaneously to its total group. It is unlikely that a marketer could develop a single

message that would appeal simultaneously to its total audience. Efforts to use “universal”

appeals phrased in simple language that everyone can understand invariably result in

unsuccessful advertisements to which few people relate.

Companies that have many diverse audiences sometimes find it useful to develop

a communications strategy that consists of an overall communications message to all

their audiences, from which they spin off a series of related messages targeted directly to

the specific interests of individual segments. In addition, to maintain positive

communications with all of their publics, most large organizations have public relations

departments or employ public relations counselors to provide favorable information about

the company and to suppress unfavorable information.

MEDIA STRATEGY

Media strategy is an essential component of a communications plan. It calls for the

placement of ads in the specific media read, viewed, or heard by each targeted audience.

To accomplish this, advertisers develop, through research, a consumer profile of their

target customers that includes the specific media they read or watch. Media organizations

regularly research their own audience in order to develop descriptive audience profiles. A

cost-effective media choice is one that closely matches the advertiser’s consumer profile

to a medium’s audience profile.

Before selecting specific media vehicles, advertisers must select general media

categories that will enhance the message they want to convey. Which media categories

the marketer selects depends in the product or service to be advertised the market

segments to be reached, and the marketer’s advertising objectives. Rather than select one

media category to the exclusion of others, many advertisers use a multimedia campaign

strategy, with one primary media category carrying the major burden of the campaign and

other categories providing supplemental support.

MESSAGE STRATEGIES

The message is the thought, idea, attitude, image, or other information that the sender

wishes to convey to the intended audience. In trying to encode the message in a form that

will enable the audience to understand its precise meaning, the sender must know exactly

what he or she is trying to say and why. The sender must also k now the target audience’s

personal characteristics in terms of education, interests, needs, and experience. The

sender must then design a message strategy through words and/or pictures that will be

perceived and accurately interpreted by the targeted audience.

ROLE OF MEDIA IN MARKETING COMMUNICATION

At the most general level, a "medium" refers to any transmission vehicle or device

through which communication may occur. In the context of marketing communication,

the term advertising has traditionally been applied to mass communication media, to

distinguish advertising from personal selling, which occurs through the medium of

interpersonal communication, and from sales promotion activities which can occur

through various media forms. Advertising media have traditionally been characterized as

"measured" media, to refer to the availability of quantitative information to assess the

number of viewers or readers potentially exposed to advertising messages. In addition,

advertising has traditionally been conceptualized as one-way communication from an

advertiser to a recipient. Personal selling and direct response marketing have more

typically been characterized as interactive. Both the practice of marketing management--

the organizational domain in which advertising decisions are generally made--and the

technological environment, has made traditional conceptions of advertising media open

to discussion.

Several scholars have argued that the increasing availability of information, and

the sophistication of the technology for obtaining, processing, and analyzing this

information, is blurring the boundaries of the several elements of the marketing mix

There have also been calls for changes in the organization of both the marketing function

and the firm itself to accommodate this blurring of the traditional functional lines within

marketing and between marketing and other functional disciplines within and external to

the firm Organizations are increasingly aware that there are more opportunities for

controlled communications with consumers and other corporate stakeholders advertising

alone, and that many communication decisions must be coordinated and rationalized

within the context of the organization's objectives.

For example, the choice of retail outlets represents a kind of "communications

medium" decision. Whether a good is sold through discount merchandisers is an issue

that is conceptually similar to whether an advertisement has the same impact in The New

Yorker as it does in Tennis magazine. Similarly, a sales person is a communications

medium in the same sense as an ad in a weekly news, magazine, although the

characteristics of the medium are quite different.

In addition to the trend toward an expanded view of organizational

communications media, trends and developments have extended the traditional definition

of advertising and marketing communications media beyond the mass media. For

example, sponsorships and place-based communication have become an important means

for reaching consumers with marketing messages. The logos of well-known brands

covered the bicycle and athletic wear of Scott Armstrong as he won the Tour-de-France.

Such sponsorships, along with cable television, computer-based information services,

facsimile machines, mobile telephones, and Web enabled personal digital assistants now

allow marketers to reach much more concentrated and focused audiences than with

traditional mass media.

Many of these communication technologies have also made it increasingly easy

for the consumer to respond to the marketer’s communications and even initiate

communication with the marketer. Consumers have accepted the Internet as a

communication medium with marketers; hence, a new type of marketing communication,

interactive advertising, has emerged mainly as a result of traditional advertising

embracing interactive technologies. Consistent with the view that the boundaries of the

marketing mix are indeed blurring, interactive advertising shares some characteristics

with personal selling, direct response marketing, and even distribution channels.

Expenditures for online advertising, only a single form of interactive communication, are

estimated to have reached more than $5 billion in the year 2000, and are expected to

exceed $45 billion by 2005 (Stone 2000). Although this will still be only about 10% of all

advertising expenditures, there is reason to believe that this figure will dramatically

increase as both consumers and marketers recognize the benefits of interactive

advertising.

The communication objectives associated with the use of non-traditional media

tend to be similar to those for traditional mass media. For example, sponsorship of an

athlete, such as Scott Armstrong, may influence attitude formation and change because an

advertiser is associated with the athlete or a particular sporting event. At the very least,

marketers hope for very high levels of brand name exposure, as event audiences, as well

as audiences that may witness the event on television, are repeatedly exposed to the

sponsor's brand name, via messages during the event, billboards at the event, or

attachment of the brand name to the object of the event (such as a sports clothing

company's logo appearing on players’ uniforms). On the other hand, interactive media

greatly expand the potential objectives for marketing communication. For example, in

contrast to traditional advertising, an interactive medium not only provides information, it

can take the order and, in cases where products and services can be digitized, even

deliver the product.

FINDING AND

ANALYSIS

FINDING AND ANALYSIS

Q. Are you aware about these products (Noodles range)?

Awareness in consumers about the products (Noodles range).

WAI WAI QUICK

WAI WAI XPRESS

BIG MIMI GOLMOL MIMI TIC-TIC WAI WAI PREMIUM

0%

20%

40%

60%

80%

100% 93% 96%81% 87%

76%64% 60%

7% 4%19% 13%

24%36% 40% Aware

Not aware

PRODUCTS(NOODLES) AWARE NOT AWAREWAI- WAI QUICK 93% 7%WAI- WAI XPRESS 96% 4%BIG MIMI 81% 19%GOLMOL 87% 13%MIMI 76% 24%TIC-TIC 64% 36%WAI- WAI PREMIUM 60% 40%

Mostly consumers are aware all the products.

Tic-Tic and Wai-Wai are the new noodles ranges but the awareness level of the

consumers about the product is also good.

Q. Did you try these products?

Product tried by the consumers.

PRODUCT(NOODLES) NEVER 1 TIME 2-5 TIMES MANY TIMES ALWAYS USE

WAI- WAI QUICK 3% 5% 26% 52% 14%

WAI -WAI XPRESS 4% 6% 13% 43% 34%

BIG MIMI 7% 14% 21% 43% 15%

GOLMOL 2% 10% 14% 61% 13%

MIMI 4% 12% 21% 56% 7%

TIC-TIC 8% 21% 37% 32% 25%

WAI -WAI PREMIUM 6% 23% 21% 43% 7%

WAI WAI QUICK

WAI WAI XPRESS

BIG MIMI GOLMOL MIMI TIC-TIC WAI WAI PREMIUM

0%

10%

20%

30%

40%

50%

60%

70%

52%

43% 43%

61%56%

32%

43%

Never Use

1 times use

2-5 times use

Many times use

Always use

It is found in the study people used to use these products (Noodles ranges).

Wai-Wai Xpress and Tic-Tic are the brands that people use to prefer.

Q. Which source makes you much aware about the products?

Effect of various marketing communications sources on the consumers.

SOURCES OF AWARNESS EFFECT IN %

ADVERTISING ON TV OR RADIO 43%

HORDINGD’S BANNERS 20%

PUMPLETS 8%

ANY AWARENESS EVENTS 5%

BY ALL WAYS 24%

43%

20%8%

5%

24%Advertising on TV or Radio

Hordings, Banners

Pumplets

Any Awarness Events

By All ways

According to this study it is found that most of the peoples get the great

awareness about the products through advertising on TV and Radio.

At second it is found that hoardings and banners also create awareness of the

product effectively in consumer’s mind.

According to the study it is also found that all ways of marketing

communications certainly create some awareness about the product.

Q. Are you satisfied these products (Noodles range)?

Satisfaction levels all the products (Noodles range).

PRODUCT(NOODLES) DISSATISFIED NEUTRAL SATISFIED VERY SATISFIED

WAI- WAI QUICK 7% 28% 52% 13%

WAI-WAI XPRESS 11% 14% 43% 32%

BIG MIMI 17% 34% 42% 7%

GOLMOL 4% 46% 40% 10%

MIMI 14% 33% 38% 15%

TIC- TIC 15% 31% 42% 12%WAI- WAI PREMIUM 6% 31% 57% 6%

WAI WAI QUICK

WAI WAI XPRESS

BIG MIMI GOLMOL MIMI TIC TIC WAI WAI PREMIUM

0

10

20

30

40

50

60

711

17

4

14 15

6

28

14

34

46

33 31 31

52

43 42 40 3842

57

DISSATISFIEDNEUTRALSATISFIEDVERY SATISFIED

Most of the peoples who are using the products are satisfied.

Many peoples are also very satisfied of the products.

Wai-Wai and Tic-Tic satisfaction level is very high. Yet these are the very new

product range in the market.

According to the study it can be said that satisfaction level is good.

Q. Which brand do you prefer when purchase Noodles?

Consumer’s preferences when purchase noodles.

PRODUCT(NOODLES) PRODUCT PREFERENCES IN %

WAI -WAI QUICK 19%

WAI- WAI XPRESS 15%

BIG MIMI 6%

GOLMOL 10%

MIMI 8%

TIC-TIC 12%

WAI- WAI PREMIUM 6%

OTHERS 28%

19%

15%

6%

10%8%

12%6%6%

28%WAI WAI QUICK

WAI WAI XPRESS

BIG MIMI

GOLMOL

MIMI

TIC-TIC

WAI WAI PREMIUM

WAI WAI PREMIUM

OTHERS

It is found in the study mostly consumers prefer the Wai-Wai Quick, Wai-Wai

Xpress brands.

Tic-Tic is a new noodles range but customer preference for this product is good.

28% people prefer the other company’s brands when purchase noodles.

Q. Why do you prefer these products?

Consumers view for purchasing the products.

PRODDUCT (NOODLES) QUALITY GIFT LOW PRICE ANY OTHER REASON

WAI -WAI QUICK 75% 12% 10% 3%

WAI -WAI XPRESS 64% 3% 26% 7%

BIG MIMI 56% 18% 25% 1%

GOLMOL 52% 6% 29% 13%

MIMI 62% 13% 21% 4%

TIC-TIC 39% 14% 26% 21%

WAI- WAI PREMIUM 61% 18% 18% 3%

WAI W

AI QUICK

WAI W

AI XPRES

S

BIG MIM

I

GOLMOL

MIMI

TIC-TI

C

WAI W

AI PREM

IUM

0

10

20

30

40

50

60

70

80 75

64

5652

62

39

61

12

3

18

613 14

18

10

26 2529

2126

18

37

1

13

4

21

3

QUALITYGIFTLOW PRICEANY OTHER REASON

Mostly consumers views signs that product quality is the main reason for

purchasing these products

Second reason, that product price is feasible.

Q. When your favorite’s noodles do not available on the shop, what you do?

Consumer’s views when their favorite’s noodles not available on the

shop.

PRODUCT(NOODLES)

NOT BUY ANOTHER NOODLES

BUY ANOTHER NOODLES OF THESE

SERIESBUY ANOTHER BRAND

NOODLES

WAI -WAI QUICK 10% 53% 37%

WAI -WAI XPRESS 16% 61% 23%

BIG MIMI 23% 57% 20%

GOLMOL 25% 43% 32%

MIMI 29% 51% 20%

TIC-TIC 24% 62% 14%

WAI -WAI PREMIUM 18% 54% 28%

WAI WAI QUICK

WAI WAI XPRESS

BIG MIMI

GOLMOL

MIMI

TIC-TIC

WAI WAI PREMIUM

0 10 20 30 40 50 60 70

10

16

23

25

29

24

18

53

61

57

43

51

62

54

37

23

20

32

20

14

28

BUY ANOTHER BRAND NOODLES

BUY ANOTHER NOODLES OF SAME COMPANY

NOT BUY ANOTHER NOODLES

According the consumer’s views mostly consumer purchase the same company

product (noodles), when their favorite noodles are not available.

Many peoples say they do not buy another company noodles when their favorite

noodles are not available on the shop.

Q. If you are the purchaser of any product of this products series. What is your age?

Age group of the customers who prefer the noodles

AGE GROUP USER’S OF THE PRODUCTS

20-30 43%

30-40 26%

40-50 22%

Above 50 9%

20-30 30-40 40-50 Above 500

5

10

15

20

25

30

35

40

45

43

2622

9

Users of the products

Mostly consumers of these products are of age between 20-30.

CONCLUSION

On the behalf of the study such facts are fond as follows:

Marketing communications programs which are used by the organization are

affecting consumer very well. Most of the consumers are aware of the

company’s product and they also use it.

It is found in the study that advertising through T.V. and radio, and banner is

the most effective medium to convince the consumer. Yet another

communication method is also effective.

It is found in the study that most of the consumer which used it satisfied of

this company’s product and they prefer the noodles of this company.

The quality of the product is also a major region to prefer this company

product.

WAI-WAI QUICK, WAI-WAI XPRESS are the most favorite brand noodles

of this company product of the consumers.

It is also found in the study that TIC-TIC and WAI-WAI PREMIUM are also

liked by the consumers very much yet these brands are newly launched by the

company.

It is proved from the study that organization is successful to achieve its goal to

communicate the consumers. But there is better opportunity for the company

is waiting to make the loyal consumer by using better communication

programs.

LIMITATIONS

Results of this study and finding are applicable only Kathmandu city and near by

areas (in Nepal). The results may be different of this study in another place.

One other important limitation of the study was that of time limitation due to

which it is not possible to do the detailed study.

The sample size was taken only 350; therefore it is difficult to say any thing

concretely.

Absence of professional researcher and team was another limitation of the study.

BIBLIOGRAPHY

BIBLIOGRAPHY

BOOKS

Kotler Philip; Marketing Management”;Pearson Education, New Delhi;12th Edition

Shiffman, Kanuk; “Consumer Behavior”;Prentice-Hall, New Delhi8th Edition

Websites: 1. http://www.chaudharygroup.com

2.. http:// www.nepalitimes.com

ANNEXURE

QUESTIONNAIRE

Q. Are you aware about these products (Noodles range)?

PRODUCTS(NOODLES) AWARE NOT AWARE

WAI- WAI QUICK

WAI- WAI XPRESS

BIG MIMI

GOLMOL

MIMI

TIC-TICWAI- WAI PREMIUM

(Tick for every product)

Q. Did you try these products?

PRODUCT(NOODLES) NEVER 1 TIME 2-5 TIMES MANY TIMES ALWAYS USE

WAI- WAI QUICK

WAI -WAI XPRESS

BIG MIMI

GOLMOL

MIMI

TIC-TIC

WAI -WAI PREMIUM

(Tick for every product)

Q. Which source makes you much aware about the products?

SOURCES OF AWARNESS

ADVERTISING ON TV OR RADIO

HORDINGD’S BANNERS

PUMPLETS

ANY AWARENESS EVENTS

BY ALL WAYS

(Tick only one source)

Q. Are you satisfied these products (Noodles range)?

PRODUCT(NOODLES) DISSATISFIED NEUTRAL SATISFIED VERY SATISFIED

WAI- WAI QUICK

WAI-WAI XPRESS

BIG MIMI

GOLMOL

MIMI

TIC- TIC

WAI- WAI PREMIUM

(Tick for every product)

Q. Which brand do you prefer when purchase Noodles?

PRODUCT(NOODLES) PRODUCT PREFERENCE

WAI -WAI QUICK

WAI- WAI XPRESS

BIG MIMI

GOLMOL

MIMI

TIC-TIC

WAI- WAI PREMIUM

OTHERS

(Tick for every product)

Q. Why do you prefer these products?

PRODDUCT (NOODLES) QUALITY GIFT LOW PRICE ANY OTHER REASON

WAI -WAI QUICK

WAI -WAI XPRESS

BIG MIMI

GOLMOL

MIMI

TIC-TIC

WAI- WAI PREMIUM

(Tick for every product)

Q. When your favorite’s noodles do not available on the shop, what you do?

PRODUCT(NOODLES)

NOT BUY ANOTHER NOODLES

BUY ANOTHER NOODLES OF THESE

SERIESBUY ANOTHER BRAND

NOODLES

WAI -WAI QUICK

WAI -WAI XPRESS

BIG MIMI

GOLMOL

MIMI

TIC-TIC

WAI -WAI PREMIUM

(Tick for every product)

Q. If you are the purchaser of any product of this products series. What is your age?

AGE GROUP USER’S OF THE PRODUCTS

20-30

30-40

40-50

Above 50

(Tick only one option)