Puja Project

7/29/2019 Puja Project

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A

MARKET RESEARCH PROJECT

REPORT ON

CONSUMER BUYING BEHAVIOUR

AT

SUSHMA NAMKEEN

SUBMIT TO:-

N.P. COLLEGE OF COMPUTER STUDIES & MANAGEMENT,

KADI

HEMCHANDRACHARYA NORTH GUJARAT UNIVERSITY,

PATAN

SUBMITTED BY:-

SHAH PUJA P.

TYBBAROLL NO.:-197

EXAM NO.:-


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PREFACE

Experience and survey make a person learn something with the help of self study and

question-answer. A person is able to learn each and every area by that he/she can get

proper knowledge and meath of particular area.

Marketing research is the important part of syllabus for the student ofBBA. Person cant

learn simply reading of books on it, they requires to practices his/her hand at learn of it.

Marketing research guides the students for improving their personality in the business

administration and understanding regarding the theories of management.

So for the practical knowledge the students require the perception and satisfaction level

of the consumers regarding the SUSHMA NAMKEEN. Thus theoretical studies are not

enough for the management students; also the practical studies bring a lot of conceptual

cleaning and also give a clear cut understanding of the application of management

principals.

As I am interesting in business, I obtain this course of business administration. This

course is professional rather than vocation and through this course I want to make my

place in the world.

The initial objective of this report is to know the CONSUMER BUYING BEHAVIOR

on SUSHMA NAMKEEN. This report based on my observation and information

provided by the respondents as well as manager of the company.

I try to best level to represent this report.


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ACKNOWLEDGEMENT

I am quite fortunate enough to have cherished wishes of different personalities in the

preparation of this project, which I wish to acknowledge as under.

I wish to express my special gratitude to the management of the SUSHMA NAMKEEN

LIMITED for giving me permission of our practical studies as a part of third year BBA

program, a research project on topic of CONSUMER BEHAVIOR in BUYING

NAMKEEN PRODUCT.

I am very thankful to M.D. of the SUSHMA NAMKEEN Mr. Bhupendrabhai Vaid &

Marketing ManagerMr. M.L.Sharma.

I wish to extend my sincere feeling of gratitude to our principal Dr. Vinod Chavda &

Head of the Department Dr. V.M.Nayak.

I am extremely thankful to Mr. Ishan Sharma (project co-ordinate) who guides me

throughout preparation of this project and gave me valuable suggestions.

Last but not the least; I am thankful to all those person who have supported to me directly

or indirectly, in successful completion of my work.


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EXECUTIVE SUMMARY


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SR.NO. NO. PARTICULARS PAGE NO.


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GLOBAL SCENARIO OF THE SNACK FOODS INDUSTRIES

EXECUTIVE SUMMARY OF THE GLOBAL SCENARIO OF SFI

(1) The world food industry is a 5 trillion US$ business, But only 10% ofprocessed

products in total food sales is Traded; FDI, which grew much faster than trade in the

last Two decades is of particular importance in this industry;

(2) Urbanization transformed domestic markets ofdeveloping countries (& South-

South trade) into the main source of expansion ofglobal agri-food system.

However, only few developing countries are dominating value-added food South-South trade (Argentina, Brazil, Chile, Indonesia, Malaysia, Thailand & Turkey).

The key question is why only a few?

(3) In addition to the economic importance, the activities of the Food industry are

directly related to food security, which is still a major challenge in terms ofhuman

development pointing out to a dual responsibility of the industry.

GLOBAL SNACK FOOD INDUSTRY TRENDS

The snack food industry sector consists of establishments primarily engaged in the

manufacturing of salted snacks such as potato chips, corn chips, tortilla chips,

popped popcorn, pretzels and similar snacks (NAICS 311919) and salted and roasted

nuts and seeds (NAICS 311911).

The world snack food market has continued to grow reaching an estimated $66 billion

in 2003.The United States continues to be the largest market, accounting for about a

third of the world's total and Japan and the United Kingdom, together, and another

quarter of the world's total.


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GLOBAL MARKET PROSPECTS

U.S. snack food exports rebounded in 2003, increasing approximately 6.2%, following a

9% drop in 2002. Since 1997, U.S. exports of snack foods have hovered around $1.1 to$1.3 billion. The largest trading partners of the U.S., NAFTA (Canada and Mexico),

accounted for over53% of snack food exports.

Salted snacks experienced a 3.4% decline in exports, candy, chocolate and non-

chocolate combined grew almost 12%, and other snacks, almost 12%.

Potato chips are the most popular snack food, accounting for35-47% of all snack food

sales in Mexico in 2001.Corn chips follow closely with 21-25% of the market; Corn

puffs and similar products cover11-18%.

WORLD SNACK FOODS MARKET BRIEF

The global outlookseries on snack foods provides a collection ofstatistical anecdotes,

market briefs, and concise summaries of research findings. A regional level

discussion mirrors the retail scenario in the US and briefly captures noteworthy trends in

select product segments, together with quantitative analysis of sales of top product

brands across product market segments. Other regional markets briefly abstracted with

explanatory research commentaries, and statistical findings include Canada, Japan,

Europe, France, Germany, UK, Spain, Poland, Asia, China, India, and Indonesia,

among others.


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THE SNACK FOOD ASSOCIATION

The Snack Food Association (SFA) is the international trade

association of the snack food industry representing snack

manufacturers and suppliers. Founded in 1937, SFA represents

over 400 companies worldwide. SFA business membership

includes, but is not limited to, manufacturers of potato chips,

tortilla chips, cereal snacks, pretzels, popcorn, cheese snacks, snack crackers, meat

snacks, pork rinds, snack nuts, party mix, corn snacks, pellet snacks, fruit snacks,

snack bars, granola, snack cakes, cookies and various other snacks.

The Snack Food Association supports efforts to protect consumers from unsafe food

products and substances. SFA also works hard to assure that its members are kept up

to date on governmental food safety regulations and requirements.

SFAS MISSION STATEMENT

To provide value for SFA members by offering services and relationship building

forums that strengthen the performance of member companies and support industry

growth.


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INDIAN SCENARIO OF THE SNACK FOODS INDUSTRIES

Well, When We talk about the evening in India, various yummy and regional snack

foods do pop into the mind of Indian people. Because they have fervent love for food,

especially local & home made snacks which are eaten at any hour of the day. Advent of

snack industry has widened the choices which enable people to snack discreetly with

absolutely no compromise on palatable taste. Though snacking is rather a new

segment of the food industry and still at an embryonic stage.

Globalization has brought about radical changes in the snacking pattern,

liberalization, mall culture and urbanization have laid profound impact on dietary

pattern of the people across the nation, resulting into the escalating intake of processed

and fast food. Wide expansion of nuclear families has also brought forth a quantum

leap in demand of snack foods which are hygienic, nutritious, and portable and

substitute for hot snacks. That is leading the snack industry to a great height. It is a

vehement temptation for healthy ready to eat snacks that urge the people to gobble up

occidental snacks like Pizza, Burger, Chips, and French Fries which have conquered

the palate of people. Thus, the snack industry has opened the floodgates of

opportunities in the foodprocessing market.

If we look at growth rate of the snack industry is really stupefying, and is also

prognosticated that production of branded snack food grows at annually 20% in

upcoming 2 years. The Indian snack market has got at worth of$ 459 million in 2006,

is one of the largest snack markets in the Asia-Pacific region, and accounts for3% of

the total Asia-Pacific snack market revenue. Australia, China, Japan and SouthKorea are the only countries which have won greater revenue from the sale of snacks

than India.


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Potato chips are by far the largest product category within snacks and holding the

largest share about 85% of the total market revenue. The branded chips market has

been prospering at a fast pace of about 20 to 25% annually and its production is

forecast to be 6500 tons alone in India. Snack nuts and savory snacks are following the

suit, but at present popcorn and otherflavored corns have yet to make headway in the

Indian market.

The Indian snack industry is awfully fragmented and extensively unorganized, is a

matter of deep concern.Home made snacks and grubs sold by local vendors are still

reining supreme in the market that is replete with cheaper products such as Potato and

Banana Chips, Pizza, and Fun Food for attracting the consumers and suiting the

pocket of lower income groups. So in order to unify the Food Processing Industry,

corporate growth strategy and implementation of food safety and standards act are

needed so that it can expand the production & export base.

The prospect of the industry is pretty promising, because big names of the snacks

business have stepped into the Indian market. Expanding and flourishing snacks market

are attracting new players as well to venture into this industry. And well established

companies are offering several different varieties of healthful and nutritious snack

options, and snack parlors & fast food restaurants are springing up all across the

country. All these augur great for the snack industry in India.


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3.1) HISTORY OF THE COMPANY

Driven by a promise to provide excellent quality and mouth-watering taste, SUSHMA

NAMKEEN has been ticking the taste buds of people world over since 1979 with its

wide range of appetizing products. Traditionally SUSHMA NAMKEEN has been

catering the true taste of Indian snacks to the world prepared in highly hygienic, clean

and healthy environment. The recipes are truly authentic made from the best quality

ingredients giving you a taste that will linger on in your mind for a long time.

The manufacturing unit at Changodar, just outside Ahmedabad, is a fully automated,

state-of-the-art and highly hygienic unit under strict surveillance of stringent qualitycontrol conditions. Care is taken to procure the best quality ingredients from markets all

over the country at season time. These ingredients are than stored at clean and hygienic

storage unit.

The grinding of the ingredients especially the Masalas also happens inside the clean and

hygienic surrounding of the production unit. The production process happens under the

strict supervision of quality controllers and food experts. And finally the hi-tech

packaging unit ensures a long lasting freshness and the best quality product every time

you open the pack of SUSHMA NAMKEEN.

With year of experience in savoring the taste buds of millions of people, the corporate

policies at SUSHMA NAMKEEN are open and transparent. There is no question on

compromise on quality what-so-ever. The belief that quality and taste is what attracts

people has worked well at SUSHMA NAMKEEN.

Today SUSHMA NAMKEEN is considered to be one of the best in the market with

reputation for providing the best quality and the most appetizing products.


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3.2) ORAGANIZATION PROFILE

PROMOTER: -

Mr.Bhupendra S. Vaid

CONTACT PERSON:-

Mr. Bhupendra S. Vaid

CONTACT PERSON:-

0091 98250 22233

DIRECTORS:-

Mr.Babubhai (Production Manager)

Mr. Rameshbhai (Packing Manager)

Mr.M.L. Sharma (H.R. & Marketing Manager)

Mr.Ashokbhai (Finance Manager)

POSTAL ADDRESS:-B-135 B G Towers,

Shahibaug, Outside Delhi Gate,

Ahmedabad-380004, India.

CALL US: -

0091-79-30933222

FAX US: -

0091-79-25631930


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MAIL US: -

[email protected]

BANKERS: -HDFC Bank

Bank of India

NATURE OF OUTPUT: -

Non Durable Goods Industries

FORMS OF BUSINESS ORGANIZATION: -

Private Company

WEBSITE: -

www.sushmanamkeen.com
mailto:[email protected]://www.sushmanamkeen.com/mailto:[email protected]://www.sushmanamkeen.com/


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3.3 LOCATION OF PRODUCTION UNIT

PRODUCTION UNIT: -

SUSHMA NAMKEEN pvt. Ltd.

484, tajpur road,

Sarkhej-bavda highway,

Changodar.

Dist. Ahmedabad 382210

MEANS OF COMMUNICATION: -

Tele/fax. 02717-251937, 250301

Email- [email protected]
mailto:[email protected]:[email protected]


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3.4) VISION & MISSION

VISION: -

At least one product for every occasion is a clear cut vision of sushma group. This vision

meets the buying capacity of an average Indian and it also reflects the motto to provide

best quality product line. Till date company got 20% growth per year and marching

towards new horizon of success. Any time, any where, with sushma group get the fruits

of vision.

MISSION: -

To provide best quality to their consumer satisfaction. Make minimum wastage of raw material.

Earn more profit through fewer prices.


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3.5) QUALITY POLICY

Sushma Namkeen Pvt.Ltd. grew into a popular snack foods brand, there was one thing

that founder Mr. Bhupendra S. Vaid personally ensured -- that while the quantity of

Sushma Namkeens increased steadily, and their quality remained the same.

As the demand for Sushma Namkeens raised manifold along with increased capacities, he

incorporated modern methodologies of quality control and hygienic plant management.

Directors of the group, some of them with more then 20 years of experience in the field,

directly handle the quality control department. The basic food materials come from

Sushma's own mini flour grinding mill, so that the company can exert total control overproduct quality.

The pulses, grains and fruits are sourced from Western India's best markets on peak

seasons, and kept in scientific storage. The automated packaging unit enables long-lasting

freshness & total hygiene of the products.

The scientific packaging method ensures that not an iota of their spicy tastes or crunchy

freshness is lost over even long periods of storage. What is more, to make sure that only

fresh Sushma Namkeens reach the customer, the company has in place a replacement

offer, by which it replaces even those packs that have been tampered by human handling.


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3.5) PRODUCTS

PRODUCT NAME AVAILABILITY SIZEBikaneri sev 100gm., 200gm.

Ratlami sev 100gm., 200gm., 1kg.

Sing bhujiya 100gm., 200gm.

Mung dal 100gm., 200gm., 1kg.

Chana dal 100gm., 200gm.

Farari chevdo 40gm., 90gm., 1kg., 2.5kg.

Farari chevdo(tikha mitha) 100gm., 200gm., 1kg.

Banana wafer (masala) 40gm., 90gm.

Banana wafer (salted) 40gm., 90gm.Potato wafer (masala) 40gm., 80gm.,200gm.

Potato wafer (salted) 40gm., 80gm.,200gm.

Mix chavana 100gm., 200gm.


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4.1 RESEARCH OBJECTIVES

At any where without objective a person can not done work. Here we are getting

theoretical knowledge from the market but we have required some practical knowledgeeven thus we are getting practical knowledge by making a marketing research from the

market.

PRIMARY OBJECTIVE:-

To know about the consumer research on purchasing of namkeen

product and affected factors like taste, price, influencer,

availability, packaging, usage, purchasing area, etc. in their

purchasing decision.

SECONDAREY OBJECTIVES:-

To check the peoples buying behavior regarding the SUSHMA

NAMKEEN.

To find out the loyalty of consumer of SUSHMA NAMKEEN.

To find out specific reason for particular product in a designated

area.


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4.2) RESEARCH DESIGN

With the help of research design we have complete our market survey. From various

research designs I have used cross sectional research design from descriptive researchdesign ofconclusive research design.

4.3) SOURCES OF DATA

PRIMARY DATA SOURCES:- Primary data was collected with the help of questionnaire and

survey of consumer of SUSHMA NAMKEEN.

SECONDARY DATA SOURCES:-

Materials given by the company, books, & websites were the

main sources of secondary data collection for the survey of

consumer buying behavior.

4.4) RESEARCH APPROACH

I have used survey method formarket research for the project report. Survey was done

to understand the buying behavior for the purchase of SUSHMA NAMKEENsproduct.


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4.5) RESEARCH INSTRUMENT

For the survey of consumer buying behavior questionnaire was used as the research

instrument. Different type ofopen ended & close ended questions were asked to getthe information from the customer.

4.6) SAMPLING TECHNIQUES

For survey research I have undertaken the non probability sampling techniques as theyare less costly as well as less time consuming.

4.7) SAMPLING ELEMENTS

My sampling elements for the research project on consumer buying behavior were the

customers who are consuming the product of sushma namkeen.

4.8) SAMPLING SIZE & AREA

SAMPLING SIZE:- I have questioned 150 customers of the SUSHMA NAMKEEN

for the research project.


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AREA OF SAMPLING:-

Research study was undertaken in some of the area of the Kadi,

Mehsana, & Ahmedabad.

4.9) CONTACT METHOD

Personal interview was used for the survey regarding marketing research of the

respondents.

4.10) LIMITATIONS OF THE PROJECT

1) The main limitation of the project was least support from the customer.

2) We were unable to capture the more market because of less timing.

3) We have limited money as well as time for the research project.


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Q: -1 Do You Consume Namkeen?

PARTICULAR RESPONDANT %

YES 150 100%NO 0 0%

total 150 100%

WHETHER THE RESONDANT PURCHASE THE NAMKEEN

PRODUCT OR NOT

YES

NO

INTERPRETTION:-

From the above chart it can be conclude that there is strong competition for the namkeen

industries in the market. So company should try their best to sustain in the market.


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Q: -2 Which Brand Will You Prefer To Consume A Namkeen Product?

PARTICULAR RESPONDANT %

SAMRAT 18 12%BALAGI 31 20.67%

SUSHMA 83 55.33%

HARIOM 11 7.33%

OTHER 7 4.67%

total 150 100%

MOSTLY PREFERED BRAND BY THE RESPONDANT

SAMRAT

BALAGI

SUSHMA

HARIOM

OTHER

INTERPRETATION


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Q: -3 How Many Times (Average) You Purchase Namkeen Product In A Week?

PARTICULAR RESPONDENT %

Every day 11 13.25%Less then 2 27 32.53%

2 to 4 39 46.99%

More than 7 6 7.23%

TOTAL 83 100%

REPURCHASE TIME AS PER A WEEK

Every day

Less then 2

2 to 4

More than 7


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Q: -4 On Which Criteria You Purchase Your Namkeen Product?

particular respondents %

Price 14 16.87%Taste 37 44.58%

Freshness 12 14.45%

Availability 0 0%

Packaging 20 24.10%

total 83 100%

MOSTLY PREFERED PURCHASING CRITERIA FOR PRODUCT OF

SUSHMA NAMKEEN

Price

Taste

Freshness

Availability

Packaging


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Q: -5 Which Advertising Media Most Affected To Your Purchase Decision?


TV. 26 31.33%

Newspaper 4 4.82%Hoardings 53 63.85%

Radio 0 0%

Total 83 100%

AFFECTED ADVERTISING MEDIA FOR PURCHASE OF

SUSHMA'S PRODUCT

TV.

New spaper

Hoardings

Radio


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Q: -6 Who Influences the Most in Your Purchase Decision?

Particular Respondents %

Family 16 19.28%Neighbor 8 9.64%

Friends 59 71.08%

Total 83 100%

INFLUANCER TO PURCHASE A PRODUCT

Family

Neighbor

Friends


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Q: -7 From Where Do You Buy Sushma Product?

Particular respondents %

Retailer 25 30.12%

Wholesaler 0 0%Bus-station 47 56.63%

Mall 11 13.25%

total 83 100%

PURCHASING AREA FOR SUSHMA'S PRODUCT

Retailer

Wholesaler

Bus-station

Mall


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Q: -8 What Will You Do If You Dont Get Sushmas Product?

particular Respondents %

Purchase another product 54 65.06%Postpone your purchase 0 0%

Find other retailer 29 34.94%

total 83 100%

ACTION AFTER NOT GETTING THE SUSHMA NAMKEEN'S

PRODUCT

Purchase another product

Postpone your purchase

Find other retailer


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Q: -9 Which Products Will You Prefer The Most For Your Purchase Decision?


Wafer 29 34.94%Chana dal 14 16.87%

Sing bhujiya 19 22.89%

Sev 17 20.48%

Chavana 4 4.82%

Total 83 100%

MOST PREFERED PRODUCT OF SUSHMA NAMKEEN FOR

PUCHASE DECISION

Wafer

Chana dal

Sing bhujiya

Sev

Chavana


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Q: -10 Since How Long You Are Consuming the Sushmas Product?


Less than 1 year 27 32.53%

1 5 year 45 54.22%

More than 5 year 11 13.25%

total 83 100%

SINCE HOW LONG THEY ARE CONSUMING SUSHMA'S PRODUCT

Less than 1 year

1 5 year

More than 5 year


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Q: -11 How Much Quantity Would You Prefer To Buy At One Time?


Rs.5 22 26.51%

Rs.10 61 73.49%

Total 83 100%

QUANTITY CONSUMED BY THE CONSUMER

Rs.5

Rs.10


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BOOKS:

SEARCH ENGINE:

www.google.com

WEBSITES:

www.sushmanamkeen.com
http://www.google.com/http://www.google.com/http://www.sushmanamkeen.com/http://www.google.com/http://www.sushmanamkeen.com/


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QUESTIONNAIRE

SUSHMA NAMKEEN PVT. LTD.

CONSUMER BUYING BEHAVIOUR

Dear respondents,

I am the student ofT.Y.B.B.A. from N.P. COLLEGE OF COMPUTER

STUDIES &MANAGEMENT, KADI as the part of my academic curriculum I have to

prepare a research on CONSUMER BUYING BEHAVIOUR of SUSHMA

NAMKEEN. I request you to answer the following questions so I can fulfill my

academic purpose. I ensure you that this information will use for academic purpose only.

1) Do you consume namkeen?

Yes [ ]

No [ ]

2) Which brand will you prefer to consume namkeen product?

Samrat [ ]

Balagi [ ]

Sushma [ ]

Hariom [ ]

Other [ ]

3) How many times (average) you purchase namkeen product in a week?

Every day [ ]

Less than 2 [ ]

2 to 4 [ ]


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More than 7 [ ]

4) On which criteria you purchase your namkeen product?

Price [ ]

Taste [ ]

Freshness [ ]

Packaging [ ]

Availability [ ]

5) Which advertising media most affect to your purchase decision?

TV [ ]

Newspaper [ ]

Hoardings [ ]

Radio [ ]

6) Who influences the most in your purchase decision?

Family [ ]

Neighbor [ ]

Friends [ ]

7) From where do you buy sushma product?

Retailer [ ]

Wholesaler [ ]

Bus-station [ ]

Mall [ ]

8) What will you do if you dont get sushmas product?

Purchase another product [ ]

Post porn your purchase [ ]

Find other retailer [ ]


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9) Which product will you prefer the most for your purchase decision?

Wafer [ ]

Chana dal [ ]

Sing bhujiya [ ]

Sev [ ]

Chavana [ ]

10) Since how long you are consuming the sushmas product?

Less than 1 year [ ]

1-5 year [ ]

More than 5 year [ ]

11) How much quantity would you prefer to buy in one time?

Rs. 5 [ ]

Rs.10 [ ]

12) Give your suggestions to the company.

PERSONAL DETAIL:

Name:

Address:

City:

Puja Project

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