Repotn on Consumer Buying Behavior

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    S.V.INSTITUTE OF MANAGEMENT, KADI 1

    Chapter - 1

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    1.1 Company profile

    J.P. Foods is Manufacturer, Processor & exporter of quality Indian

    Spices, Basic Spices, Blended Spices, Premium Asafoetida & whole Spices. At

    J.P.Foods the core culture is to deliver superior quality products born of the

    highest technological norms. J.P. Foods is recognized as a renowned

    manufacturer and exporter of Basic and Mixed Masalas.

    J.P. Foods India launched its range of basic masalas in March 1999,

    under the brand name 'WONDER MASALA'. The company has already set its

    distribution and retail network in whole of Gujarat, Rajasthan, Punjab, Haryana,

    Himachal Pradesh, and J&K. The products will soon be available in other states of

    India.

    J.P. Foods today operates with a high profile organizational network.

    The company has developed enlightened management capabilities owing to a

    unique fusion of entrepreneurship with professional expertise. The company has a

    full-fledged distribution network comprising of super stockist, distributors all over

    Gujarat, Rajasthan, Punjab, Haryana, Himachal Pradesh, and J&K, and its logistics

    team to ensure timely supply.

    With the roaring success of the initial launch, the company has now

    embarked on an expansion plan to increase production capacity three-fold within ashort span of time. A complete new range of Instant mixes and a variety of Pickles

    are to be launched very shortly.

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    1.2 Beliefs of company

    J. P. Foods, believe that one should eat to savour good food and exulting its

    taste, rather than eat for the sake of surviving.

    1.3 Infrastructure of company

    By virtue of blending class and refinement, J.P. Foods has engineered a

    sophisticated production plant that matches its unsurpassed range. Situated amidst

    the clean and hygienic environment at Kadi, 45 kms away from the Ahmedabad,

    this plant is a first-of-its-kind in Gujarat and third in India. The factory premise

    spans over an impressively built-up area of around 37,000 sq. ft. with open land of

    about 50,000 sq.mt. that ensures pollution-free surroundings. Each building is

    designed to achieve efficiency in loading and unloading the finished products. The

    entire plant is dust-proof and equipped with efficient machines which sort, de-

    stone, clean, de-moisturize, grind and blend the various raw materials.

    Computerized mechanisms and the process automation keep the product

    absolutely untouched by human hands, thus ensuring 100% hygiene.

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    1.4 Brief History

    J.P.Foods one of the leading producers and distributors of Basic as well as

    Blended Masalas is among the fastest growing industries in state of Gujarat. J. P.

    Foods is promoted by J. P. Tobacco Products Ltd., a national leader in tobacco

    products. The different activities of the Group Companies include manufacturing

    of Bidies, Pharmaceuticals, and transport with a turnover exceeding 3900 Million

    Indian Rupees.

    J.P. Foods India launched its range of basic masalas in March 1999, under the

    brand name 'WONDER MASALA'. The company has already set its distribution

    and retail network in whole of Gujarat, Rajasthan, Punjab, Haryana, Himachal

    Pradesh, and J&K. The products will soon be available in other states of India.

    J.P. Foods today operates with a high profile organizational network. The

    company has developed enlightened management capabilities owing to a unique

    fusion of entrepreneurship with professional expertise. The company has a full-

    fledged distribution network comprising of super stockist, distributors all over

    Gujarat, Rajasthan, Punjab, Haryana, Himachal Pradesh, and J&K, and its logistics

    team to ensure timely supply.

    With the roaring success of the initial launch, the company has now embarked

    on an expansion plan to increase production capacity three-fold within a short spanof time.

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    1.5 Quality of the company

    A number of measures have been implemented for high-quality production. A

    standard operating procedure has been adapted to manufacture quality products in

    our factory as per AGMARK standards. The material is fumigated before

    grinding, which destroys all the traces of fungus, bacteria and the rodents. The

    material is ground at a lower temperature than at conventional plants, so that the

    aroma and flavour are not lost during the grinding process. Enough care is taken to

    ensure that dust and bacteria do not enter the plant and storage areas. Continuous

    atomization has been adapted to ensure that human hands do not touch thematerial. Meticulous checks are maintained in all the manufacturing, storing and

    packaging departments to heighten the original flavour and aroma of the spices.

    Food Technologist

    In order to produce the best product quality and blends, the company has hired the

    services of a food technologist. He has been instrumental in offering the best

    quality standards, duly acknowledged by domestic and foreign buyers. He is also a

    consultant to other organizations who conduct nutrition programmes in India.

    Government Certifications

    Our product confirms to Indian government standards and has the AGMARK label

    on its basic spices. The company is also registered with the Spice Board of India-

    Cochin, The Federation of Indian Export Organizations - New Delhi & The

    Agriculture and Processed Food Products Export Development Authority(APEDA)-New Delhi and various Indo-Foreign Chambers of Commerce.

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    Quality Control & Laboratory

    The company has its own stringent quality checks and test laboratories which have

    put our products on the global map and encouraged us to get registered with

    international organizations. The laboratory offers analytical services to analyses

    spices for physical, chemical and microbial contaminants. The analysis of spices

    for pesticide residues and presence of aflatoxin are also undertaken. Needless to

    mention, our short exposure in the domestic markets has earned us the title of the

    No. 1 quality product, leaving behind other established players.

    Contact us :

    HEAD OFFICE

    J.P. FOODS

    1001, ATMA HOUSE,

    ASHRAM ROAD.

    AHMEDABAD 380009. GUJ. INDIA

    PHONE : +91 79 26587881-82-83-84

    FAX :l +91 79 26584769

    FACTORY ADDRESS:

    J.P. FOODS

    215,BUDASAN,

    TALUKA- KADI,

    DISTRICT: MEHSANA (N.G.) INDIA

    PIN: 382715

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    1.6 Product profile

    The products available in the Indian market are classified into above categories.

    Basic spices Chilly Powder Coriander Powder Kashmiri Chilly Powder Amchoor Powder Supreme Garam Masala Cumin Whole (Jeera) Turmeric Powder Coriander-Cumin Powder Black Pepper Powder Hing (Asafoetida) Powder Achar Masala

    General spicesAnistar Whole Fenugreek Crushed

    Anistar Powder Fenugreek Powder

    Bay Leaves Whole * Ganthoda Whole

    Bay Leaves Powder Ganthoda Powder

    Cardamom (Black) Ginger Whole

    Cardamom Whole (Green) Ginger Powder

    Cardamom Granules (Green) Kachri

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    Cardamom Powder (Green) Mace Whole

    Cardamom Whole (White) Mace Powder

    Cinnamon Stick (Flat) Mint Leaves Whole

    Cinnamon Stick (Round) Mint Leaves Powder

    Cinnamon Powder Mustard Crushed

    Cloves Whole Nutmeg Powder

    Cloves Powder Nutmeg Whole

    Coriander Crushed Pepper Whole (Black)

    Curry Leaves (Whole) Pepper Crushed (Black)

    Curry Leaves Powder Pepper Powder (Black)

    Dagar Phool Whole * Pepper Whole (White)

    Dagar Phool Powder Pepper Crushed (White)

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    Basic SpicesChilly Powder

    Wonder Chilly Powder is the Turmeric is a ground root of a plant

    predominantly grown in India.

    Packing available in

    (6gms, 50gms, 100gms, 200gms, 500gms,

    1Kg, 5Kg & 20Kg)

    Coriander Powder

    When there's a need to heighten the aroma of any cuisine, you can

    trust the authenticity of Wonder Coriander Powder.

    Packing available in

    (6gms, 100gms, 200gms, 500gms, & 10Kg)

    Kashmiri Chilly Powder

    Wonder Kashimir Chilli Powder is a produce of finely ground,

    distinctly flavoured Kashimiri chillies.

    Packing available in

    ( 50gms, 100gms )

    Amchoor Powder

    Amchoor Powder (Dry Mango Powder) is obtain by grinding clean,

    dried, peeled mango slices. Dry Mango Powder can be used instead

    of tamarind or Citric Acid.

    Packing available in (50gms, 100gms)

    Supreme Garam MasalaThis Wonder's blend is pepper-based and specifically blended to

    impart more pungency.

    Packing available in (50gms, 100gms, 500gms )

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    Cumin Whole (Jeera)

    Wonder Jeera whole pure and reliable

    Packing available in

    (100gms)

    Turmeric Powder

    Turmeric is a ground root of a plant predominantly grown in

    India. With Wonder Turmeric Powder, what you get is this herb's

    natural core essence.

    Packing available in

    (6gms, 50gms, 100gms, 200gms, 500gms,

    1Kg, 5Kg, & 20Kg)

    Coriander-Cumin Powder

    Wonder sources the best-grown cumin from the fertile, loamy

    regions of Gujarat and Rajasthan.

    Packing available in

    ( 100gms, 200gms, 500gms & 10Kg)

    Black Pepper Powder

    Packing available in

    (50gms, 100gms)

    Hing (Asafoetida) PowderWonder Hing (Asafoetida) has an aromatic, pungent whiff. Its

    distinct tang, adds a memorable taste and a heavy flavour to your

    cooking.

    Packing available in

    (10gms, 25gms, 50gms, 100 gms, 200gms)

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    Achar Masala

    Since centuries the preparation of pickles, though a very tedious

    and time consuming process, has been a tradition in several

    Indian households.

    Packing available in

    Blended spices

    (200gms, 500gms)

    Sambhar Masala

    Sambhar, originally from down south, has the reputation of beingan excellent diet food.

    Packing available in

    (15 Gms, 50 Gms, 100 Gms)

    Garam Masala

    Usually sprinkled to enhance taste when the dish is prepared,

    Wonder Garam Masala is regarded as an essential taste enhancer.

    (10 gms, 15 gms, 50 gms, 100 gms)

    Packing available in

    Pav Bhaji Masala'Pav bread and Bhaji means mashed vegetables fried on a flat

    pan, with a lot of butter.

    Packing available in

    ( 15 gms, 50 gms, 100 gms)

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    Chhole Masala

    Wonder Chhole masala exquisitely blends 24 different home-

    fresh spices, giving the perfect proportion of exotic taste and

    flavour to your chhole (chickpeas) recipe.

    Packing available in

    (15 Gms, 50 Gms, 100 Gms)

    Meat Masala

    Wonder Meat Masala, a pepper-coriander -chilly based blend,

    gives a hot taste to non-vegetarian dishes, especially meat

    Packing available in

    (10 Gms, 15gms, 50 Gms, 100 Gms)

    Kitchen King Masala

    Packing available in (50 Gms, 100 Gms, 500 Gms)

    Chaat Masala

    Wonder Chaat Masala is a piquant blend that garnishes salads,

    sandwiches, fresh fruits, finger chips, snacks, sprouted beans etc.

    Wonder chat masala enjoy the distinct taste.

    Packing available i

    n(15 Gms, 50 Gms, 100 Gms)

    Tea MasalaWonder Tea masala is pepper and ginger based blend that gives

    your tea a refreshing touch. The tantalizing aroma and rich flavour

    will make you ask for more.

    Packing available in (15 Gms, 50 Gms, 100 Gms)

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    Pani Puri MasalaPani Puri is seldom made at home, or so it's

    believed. In this very appetizing snack, the key factor is how you

    flavour the 'pani'.

    Packing available in

    (50 Gms, 100 Gms)

    Biryani/Pulav Masala

    Wonder Biryani Pulav Masala brings you the right combination

    of blended spices, intermingled with taste-agents to make the

    most aromatic biryani or pulav.

    Packing available in

    (50 Gms, 100 Gms)

    Chicken Masala

    Chicken dishes are predominated by their original ingredients,

    thus the flavoring spices should be perfectly blended.

    Packing available in

    ( 15 gms, 50 gms, 100 gms)

    Kasuri MethiWonder Kasuri Methi bring to you the natural essence of sun-

    dried, pleasantly flavoured, fenugreek leaves. Wonder kasuri

    Methi is chosen from the best fenugreek cultivation in India.

    Packing available in (25 Gms, 100 Gms, 500 Gms)

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    Chapter - 2

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    2.1 RESEARCH PROPOSAL

    Research Title

    Market research to find out buying pattern of the consumer for spice products in

    Talod & Modasa.

    To know current position of the market.2.2 Research Objective

    To know buying behavior of consumer. To find out brand awareness. To know customers preferences for schemes.

    Benefits

    This study will be helpful to the company for know what consumers want to buy

    regarding spice product in Talod and Modasa. And they take any decision on their

    products.

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    (I) Descriptive Design - The customers knowledge, beliefs, andsatisfaction of services can be judge through this type of research.

    Descriptive study may be necessary in other cases when a descriptive

    study could be taken up are when researcher is interested in knowing the

    proportion of the people in a given population who have behaved in a

    particular manner, making projections of a certain thing, or more

    variables.

    2.3 Research design

    Research design is a plan, structure, strategy of investigation conceived so as to obtain

    Answer to research question and to control variance

    2.1.1TYPE OF RESEARCH DESIGN

    (II) Multiple Design -

    Secondary : Online source, magazines, previous research paper

    Research plan

    Data source

    Primary data : Survey

    Basically there are two approaches in collection of primary data. Observation SurveyWe have used survey in our research. In Survey we have used Personal survey

    Communication approach

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    Questioning : Use structured questionnaire Media : PersonalSampling plan Sampling unit Consumers Sample size 100 consumers sampling method Quota samplingWe were given two areas Modasa and Talod for survey of consumers buying

    behavior. We have been told to survey 50 people in each city.

    Testing methodData analysis

    Central tendency Software MS Office

    The research area is limited to Modasa and Talod.2.4 Limitations of the study

    This survey is for branded spice products only. It difficult to predict the satisfaction level of the consumers.

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    2.5 Literature review

    A literature review is a summary of previous research on a topic. Literature

    reviews can be either a part of a larger report of a research project, a thesis or a

    bibliographic essay that is published separately in a scholarly journal.

    The purpose of a literature review is to convey to the reader what knowledge and

    ideas have been established on a topic and what are the strengths and weaknesses.

    It is a survey method for the company to know their position in the market and see

    the market share.

    About Spice products

    We check out how many people use branded spice products. We find out that which people have to purchase spice products in a year. We check about the behave of the purchase of spice products. We are finding that how many people take decision in their family for

    purchase spice products.

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    Chapter - 3

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    3.1 Talod Area

    Q.1) What kind of spice product do you purchase?

    Branded Non Branded Both

    42 48 10

    Rationale:-This is a qualifying question, to find out whether to proceed with

    the line of question, because our sample criteria are users of branded spice

    products.

    Data analysis:-

    This survey shows that 42% of responded prefer branded spices. 48% nonbranded and rest of the people prefer both branded as well as non branded.

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    Q.2) Rank the place from where you purchase the spices the most ?

    (Give marks out of 5)

    Note: Rank 1 is given weight 5

    Rank 2 is given weight 4

    Rank 3 is given weight 3

    Rank 4 is given weight 2

    Rank 5 is given weight 1

    For example, score of price= (12*5) + (4*4) + (4*3) + (5*2)

    + (25*1) = 123

    Place Name 1 2 3 4 5 Score

    Handy Retailers 12 4 4 5 25 123

    Hyper / Super market 45 2 3 0 0 242

    NGO 50 0 0 0 0 250

    From Physically

    challenged people 50 0 0 0 0 250

    Other 33 0 0 2 15 184

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    Rationale: Customers gave more preference to which factor while

    purchasing the spice product is the rationale of this question.

    Data Analysis:

    From the survey we came to know that most of the consumer purchasingspices in handy retailer. And they give highest weightage in spices at

    handy retailers.

    Second factors of consumer in Talod area people are not going to supermarket/hyper market. Very few hyper market in Talod area so people are

    not go to them. And they give first rank for the highest weightage at

    spices.

    In Talod Area respondents are not buying from NGO and physicallychallenged people.

    Many people are buying spice products in other shop like flour factory.

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    Q.3) How frequently do you purchase the spices ?

    Rationale: This question was asked to those people how many time

    purchased spice products in a year. Reason for asking this question is to

    know their buying pattern for spice product. If they use branded products

    then they buying at monthly.

    Data Analysis:

    From the survey we came to know that 56% of respondent prefer topurchase spice like Chilly powder and Turmeric powder once in year.

    Only 4% respondents prefer to purchase quarterly. 24% respondents prefer monthly purchase. 16% respondents were not sure.

    Yearly Quarterly Monthly Not Fixed

    28 2 12 8

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    Q.4) Who makes purchase decision in your family ?

    Rationale: This question was asked to those people. Whose takes a decision

    for purchasing spices?

    Data Analysis:

    From the survey we analysis that mostly Female purchasing spices. Butsometimes Male is helping their wives.

    24% Male respondents make decision for purchasing spices. We survey and see that mostly 62% female purchase spices but they are

    not purchase branded few are buying branded and other are buying non

    branded products.

    Some 14% educated people are giving answer that anybody purchasespice products in our family.

    Male Female Both

    24 62 14

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    Q.5) Does the payment method influence your purchase decision ?

    Rationale : This question was asked to those people who have to use

    different payment method.

    Data Analysis:

    All people said yes they use payment method for purchase.

    Yes No

    100 0

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    Q.5.1) If yes, what would you prefer ?

    Rationale: - Rationale of this question is to check about how many people

    paid for spice product for their credit card and cash.

    Data analysis:

    From the survey of our respondents we came to know that any singleperson does not use credit card in purchase spices. Because of the Talod

    area not a super market and any facility of payment by credit card.

    All people are paying cash amount for purchase spices.

    Credit Cash0 100

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    Q.6) Does the information regarding the ingredients matter for you ?

    Do you read the information written on the package ?

    Rationale: - Rationale of this question is to check about which people

    have to read the information before using spice product like pav

    bhaji masala, chat masala, chhole masala etc.

    Data analysis:

    From this survey we came to know that for 40% of respondents theinformation regarding the ingredients matter out of 24% of which preferto read this information on the packages and rest of which dont read. And

    for 60% of people this information does not matter.

    Does not matter Matter but dont

    read

    Matters & read

    60 16 24

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    Q.7) Do you read the mfg. and expiry date ?

    Rationale: - Rationale of this question is to check about which people have

    to read manufacture and expiry date on the packing.

    Data analysis:

    From the survey of our respondents we came to know that which peopleread expiry date before using spices or purchasing packing. Only 50%

    people read manufacture and expiry date on the packing.

    14% people read sometimes the expiry of the packing of spice product. But 36% people are do not read the manufacture and expiry date on the

    packing before using their food.

    Always Sometimes Never

    50 14 36

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    Q.8) Do you use one spice product for more than one use ?

    Rationale: - We are asking this question of the people for check about

    which people are using one spice product in another food. Like some people

    using chhole masala in vegetable.

    Data analysis:

    From the survey of respondents we came to know that 30% of people usea single spice product more than one use i.e. other than there actual use.

    52% people use specific spices for specific food. And 18% people use single spice product more than one use for

    sometimes.

    Yes No Sometimes

    15 26 9

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    Q.9) Do you try to know the manufacturer of the product you purchase ?

    Rationale: - We ask this question for the people know the manufacture of the

    product. We check their aware about the product or not.

    Data analysis:

    The survey shows that only 6% of people have a try to know manufactureof the product.

    And rest of people never tried.

    Yes No

    6 94

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    Q.10) Which product would you purchase ?

    Rationale: - We ask this question for know that how people buying

    product they can see and buy or touch and buy or smell and buy.

    Data analysis:

    From the survey of 50 respondents we came to know that mostly 48people are product can see and touch and smell the product then afterthey have buy.

    2 people out of 50 people they are not touch the product but they haveseen the product. And they are buying the product.

    Not any single people are buying the product which they have not seen.

    Product you cannot see 0

    Product you can see but cannot touch 2

    Product you can see, can touch, and

    can smell as wells

    48

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    Q.11) Rank the factors that attract you most ?

    Note: Rank 1 is given weight 6

    Rank 2 is given weight 5

    Rank 3 is given weight 4

    Rank 4 is given weight 3

    Rank 5 is given weight 2

    Rank 6 is given weight 1

    For example, score of price = (11*6) + (6*5) + (12*4) + (14*3)

    + (5*2) + (2*1) = 198

    Factors 1 2 3 4 5 6 Score

    Advertisement 11 6 12 14 5 2 198

    Recommendation from

    friends or relatives 5 8 7 20 8 2 176

    Relation with retailer 12 6 3 8 13 8 172

    Lower Price

    Look / Appearance

    (Packaging) 13 13 12 3 4 5 213

    Benefiting Offers 4 14 15 11 4 2 197

    Other 4 3 4 2 4 3 72

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    Rationale: Customers gave more preference to which factor attract for

    the purchase.

    Data Analysis:

    From the survey we came to know that most of the consumer attractingat the lowest price of the product.

    Second factors they gave to highest weightage of advertisement. People giving third rank of benefiting offer and scheme of the products.

    They have like to purchase a benefitable product and lowest price

    product.

    In Talod Area respondents are giving fourth rank of the relatives andfriends.

    They are giving fifth rank of the relation of the retailer which suggeststhem for purchase new product.

    Any other people are giving sixth rank of others.

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    Q.12) When do you bargain ?

    Rationale:- We ask this question for the knowing that people bargain on

    the purchase for the products at the grocery stores, super markets.

    Data analysis:

    From the survey of respondents we came to know that for 36% ofpeople bargaining matter a lot.

    22% of people use to bargain for some products only. Rest of the people said that they dont prefer to bargain on price.

    Always Sometimes Never

    36 22 42

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    Q.13) The famous brand name increases your interest in product.

    (State the degree of agreement/ disagreement) ?

    Strongly

    agree Agree Neutral Disagree

    Strongly

    disagree

    Respondent 10 16 22 2 0

    Score

    Agree Neutral Disagree

    Respondent 98 22 6

    Note: Weight 5 is given to strongly agree

    Weight 3 is given to Agree

    Weight 1 is given to Neutral

    Weight 3 is given to Disagree

    Weight 5 is given to strongly disagree

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    Rationale:- To measure consumer preference in different characteristics of

    Spice Products. And they know or not we check, so we ask this question.

    Data Analysis:

    We survey of respondent that 26 people agree to this question and theirscore is 98.

    In respondent that 2 are disagree to this question and they have given 6score in their response.

    And last 22 people are giving indifferent answer for this question andthey given the 22 score for this question.

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    Q.14) Discounts or Gift coupons make you purchase.

    (State the degree of agreement/disagreement)

    Strongly

    agree Agree Neutral Disagree

    Strongly

    disagree

    Respondent 3 11 23 9 4

    Score

    Agree Neutral Disagree

    Respondent 48 23 47

    Note: Weight 5 is given to strongly agree

    Weight 3 is given to Agree

    Weight 1 is given to Neutral

    Weight 3 is given to Disagree

    Weight 5 is given to strongly disagree

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    Rationale: - We ask this question for the people know that discount or

    gift coupon give some product of any company that they are buying or not.

    Data analysis:

    From the survey we taken some peoples answer that mostly 14 peopleagree to this question because they have taken some product with gift

    coupon.

    13 people are disagreeing this question because they do not believe thisquestion. They give answer that company are not give a gift coupon.

    Some 23 people are giving indifferent answer they are saying that wehear and sometimes we purchase this kind of product from the grocery

    stores.

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    3.2 Modasa Area

    Q.1) What kind of spice product do you purchase?

    Branded Non Branded Both

    58 36 6

    Rationale:-This is a qualifying question, to find out whether to proceed with

    the line of question, because our sample criteria are users of branded spice

    products.

    Data analysis:-

    We have surveyed 50 respondents in Modasa from which 58% respondent

    are buying non branded spice products. And 36% respondents are buying

    branded and only 6% respondent buying both spices.

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    Q.2) Rank the place from where you purchase the spices the most ?

    (Give marks out of 5)

    Note: Rank 1 is given weight 5

    Rank 2 is given weight 4

    Rank 3 is given weight 3

    Rank 4 is given weight 2

    Rank 5 is given weight 1

    For example, score of price= (11*5) + (3*4) + (6*3) + (4*2) + (26*1) = 119

    Place Name 1 2 3 4 5 Score

    Handy Retailers 11 3 6 4 26 119

    Hyper / Super market 27 9 11 2 1 209

    NGO 50 0 0 0 0 250

    From Physicallychallenged people 50 0 0 0 0 250

    Other 27 5 1 1 16 176

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    Rationale :- Customers gave more preference to which factor while

    purchasing the spice product is the rationale of this question.

    Data Analysis:

    From the survey we came to know that most of the consumer purchasingspices in handy retailer. And they give highest weightage in spices at

    handy retailers.

    Second factors of consumer in area people sometimes going to supermarket/hyper market. Very few hyper markets in Modasa, so some people

    are go them. But mostly they give first rank for the highest weightage at

    spices.

    In Modasa Area respondents are not buying from NGO and physicallychallenged people.

    Many people are buying spice products in other shop like flour factory.But some respondent gave highest weightage was first rank.

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    Q.3) How frequently do you purchase the spices ?

    Rationale: This question was asked to those people how many time

    purchased spice products in a year. Reason for asking this question is toknow their buying pattern for spice product. If they use branded products

    then they buying at monthly.

    Data Analysis:

    From the survey we came to know that people buying spice products likeChilly powder and Turmeric powder in yearly. 33 respondent gives

    answer for yearly.

    Only 2 respondent buying spice products in quarterly. And they also usebranded products.

    10 respondents from out of 50 respondent buying monthly brandedproducts.

    5 respondents saying that they have not fixed which time they havepurchase spice product. They are buying on their need.

    Yearly Quarterly Monthly Non Fixed33 2 10 5

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    Q.4) Who makes purchase decision in your family ?

    Rationale: This question was asked to those people. Who takes a decision

    for purchasing spices?

    Data Analysis:

    From the survey we analysis that mostly Female purchasing spices. Butsometimes Male is helping their wives.

    Out of 50 only 14% Male respondents makes decision for purchasing spices. We survey and see that mostly 68% female purchase spices but they are not

    purchase branded few are buying branded and other are buying non branded

    products.

    Some 18% people are giving answer that anybody purchase spice products inour family.

    Male Female Both14 68 18

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    Q.5) Does the payment method influence your purchase decision ?

    Rationale : This question was asked to those people who have to use different

    payment method.

    Data Analysis :

    All people said yes they use payment method for purchase.

    We asking this question because we know that which tu

    Yes No100 0

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    Q.5.1) If yes, what would you prefer ?

    Rationale: - Rationale of this question is to check about how many people

    paid for spice product for their credit card and cash.

    Data analysis:

    From the survey of respondents we came to know that any single persondoes not use credit card in purchase spices. Because of the Modasa area

    very few super markets. And not any facility of payment by credit card.

    All people are paying cash amount for purchase spices.

    Credit Cash0 100

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    Q.6) Does the information regarding the ingredients matter for you ?

    Do you read the information written on the package ?

    Rationale: - Rationale of this question is to check about which people have

    to read the information before using spice product like pav bhaji masala, chat

    masala, chhole masala etc.

    Data analysis:

    From the survey of 50 respondents we came to know that which peoplematter about the read and use masalas in their food. 60% people does not

    read the information what they added and how use in the food.

    Some respondent says that 10% people have not read but they should matterwhat added in masalas.

    Only 30% people have to read and they have matter what added in the spiceproduct and masalas.

    Does not matter Matter but dont

    read

    Matters & read

    60 10 30

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    Q.7) Do you read the mfg. and expiry date ?

    Rationale: - Rationale of this question is to check about which people have

    to read manufacture and expiry date on the packing.

    Data analysis:

    From the survey of 50 respondents we came to know that which people readexpiry date before using spices or purchasing packing. 62% people read

    manufacture and expiry date on the packing.

    14% people read sometimes the expiry of the packing of spice product. But 24% people are do not read the manufacture and expiry date on the

    packing before using the food.

    Always Sometimes Never

    62 14 24

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    Q.8) Do you use one spice product for more than one use ?

    Rationale:- We are asking this question of the people for check about which

    people are using one spice product in another food. Like some people using

    chhole masala in vegetable.

    Data analysis:

    From the survey of respondents we came to know that people have to use onespice product in another item. 16 people says yes to use the one to anotherspices.

    20 people not using one spice in another vegetable. And 14 respondent using sometimes one spice product in another food.

    Yes No Sometimes

    16 20 14

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    Q.9) Do you try to know the manufacturer of the product you purchase ?

    Rationale:- We ask this question for the people are knowing the manufacture

    of the product. We check their aware about the product or not.

    Data analysis:

    From the survey of our respondents we came to know that only 20% peopleare know that the manufacture of the product.

    80% people are not aware about the manufacture of spice product they areusing their home.

    Yes No10 40

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    Q.10) Which product would you purchase ?

    Rationale: - We ask this question for know that how people buying product

    they can see and buy or touch and buy or smell and buy.

    Data analysis:

    From the survey of 50 respondents we came to know that mostly 46 peopleare product can see and touch and smell the product then after they have

    buy.

    4 people out of 50 people they are not touch the product but they have seenthe product. And they are buying the product.

    Not any single people are buying the product which they have not seen.

    Product you cannot see 0Product you can see but cannot touch 4

    Product you can see, can touch, and

    can smell as wells

    46

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    Q.11) Rank the factors that attract you most ?

    Note: Rank 1 is given weight 6

    Rank 2 is given weight 5

    Rank 3 is given weight 4

    Rank 4 is given weight 3

    Rank 5 is given weight 2

    Rank 6 is given weight 1

    For example, score of price = (16*6) + (6*5) + (9*4) + (12*3)

    + (6*2) + (1*1) = 211

    Factors 1 2 3 4 5 6 Score

    Advertisement 16 6 9 12 6 1 211

    Recommendation from

    friends or relatives 11 10 7 6 15 1 193

    Relation with retailer 8 10 9 6 10 7 179

    Lower Price

    Look / Appearance

    (Packaging) 4 12 13 5 8 8 175Benefiting Offers 8 8 8 17 8 1 188

    Other 3 5 3 3 4 32 104

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    211193

    179 175188

    104

    0

    50

    100

    150

    200

    250

    Advertisement

    Recommendation

    fromf

    riendsor

    relatives

    Relationwith

    retailer

    LowerPrice

    Look

    /Appearance

    (Packaging)

    BenefitingOffers

    Other

    Rationale: Customers gave more preference to which factor attract for

    the purchase.

    Data Analysis:

    From the survey we came to know that most of the consumer attracting atthe advertisement for the purchase product..

    Second factors they gave to highest weightage of friends and relatives. People giving third rank of benefiting offer and scheme of the products.

    They have like to purchase a benefitable product and lowest price product.

    In Modasa Area respondents are giving fourth rank of the Relative retailers. They are giving fifth rank of the lowest price of the product. They are ready

    to purchase of lowest product.

    Any other people are giving sixth rank of others.

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    Q.12) When do you bargain ?

    Bargaining in market

    36%

    32%

    32%

    Always

    Sometimes

    Never

    Rationale: - We ask this question for the knowing that people bargain on

    the purchase for the products at the grocery stores, super markets.

    Data analysis:

    From the survey of respondents we came to know that 36% people arealways bargain in the market of all types of purchase product.

    32% people say that we are bargaining on some product whose bargain intheir price.

    Mostly 32% people are not bargain on the purchase price. They all areeating branded spice product.

    Always Sometimes Never

    36 32 32

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    Q.13) The famous brand name increases your interest in product.

    (State the degree of agreement/ disagreement) ?

    Strongly

    agree Agree Neutral Disagree

    Strongly

    disagree

    Respondent 15 13 18 2 2

    Score

    Agree Neutral Disagree

    Respondent 114 18 16

    Increases interest in product

    114

    18 16

    0

    20

    40

    60

    80

    100

    120

    Agree Neutral Disagree

    Note: Weight 5 is given to strongly agree

    Weight 3 is given to Agree

    Weight 1 is given to Neutral

    Weight 3 is given to Disagree

    Weight 5 is given to strongly disagree

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    Rationale: To measure consumer preference in different characteristics

    of Spice Products. And they know or not we check, so we ask this question.

    Data Analysis:

    We survey of respondent that 28 people agree to this question andtheir score is 114.

    In respondent that 4 are disagree to this question and they have given16 score in their response.

    And last 18 people are giving indifferent answer for this question andthey given the 18 score for this question.

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    Q.14) Discounts or Gift coupons make you purchase.

    (State the degree of agreement/disagreement)

    Strongly

    agree Agree Neutral Disagree

    Strongly

    disagree

    Respondent 3 15 16 5 11

    Score

    Agree Neutral Disagree

    Respondent 60 16 70

    Discount or gift coupon

    60

    16

    70

    0

    10

    2030

    40

    50

    60

    70

    80

    Agree Neutral Disagree

    Respondent

    Note: Weight 5 is given to strongly agree

    Weight 3 is given to Agree

    Weight 1 is given to Neutral

    Weight 3 is given to Disagree

    Weight 5 is given to strongly disagree

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    Rationale: - We ask this question for the people know that discount or

    gift coupon give some product of any company that they are buying or not.

    Data analysis:

    From the survey we taken some peoples answer that mostly 18 peopleagree to this question because they have taken some product with gift

    coupon.

    16 people are disagreeing this question because they do not believe thisquestion. They give answer that company are not give a gift coupon.

    Some 16 people are giving indifferent answer they are saying that wehear and sometimes we purchase this kind of product from the grocery

    stores.

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    Chapter - 4

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    4.1 Findings

    From our survey of consumers we have found that overall 50% ofconsumers prefer branded Spices over unbranded spices so we can say

    that people prefer both kind of spices equally.

    Our Our survey shows that people using branded spices prefer topurchase their spices from handy retailers over hypermarket

    Survey shows that 61% of consumers prefer to purchase basic spiceslike chilly powder. Turmeric powder, coriander powder etc. only once

    in year.

    Survey Our survey shows that very few people are aware aboutWonder masala & Ramdev is the only brand almost everyone are

    aware about, which reflects that Ramdev is a market leader.

    Our survey depicts that in around 65% of family female membertakes the purchase decision..

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    4.2 Recommendations.

    Company should go for TV ad in lockal channel like siti news & e-tv

    news.because now a days TV is available in most of the houses so it is easiest way

    to reach targeted audience.

    if it is possible ,as an option company should arrange some cookery shows inareas like modasa & talod to attreact the people & to make them aware about the

    Brand.

    Company should also go for hoardings, poster ad and news paper ad showingattractive & colored posters of its product so it can attract people. As our survey

    shows, mostly female members of family make purchase decision so company

    should choose SAHIYAR , WOMEN BHASKER etc. to place their advertisement

    in.

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    Chapter - 5

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    Conclusion

    We surveying most of the house wives so it helpful for increasing our knowledge

    that which people are purchasing with their behaviour. *After evaluating and

    considering the method of analysing the findings, it can be concluded.

    Here we like to conclude that observing the share of wonder masala in thearea of Talod and Modasa. This two areas people have never purchase

    wonder masalas spice product.

    Company have better distribution network in big cities especially with bigretailers.

    Most of the people have heard about the wonder masala in these areas. We have practical knowledge by concluding this survey and it is

    memorable experience for us.

    We suppose to company should make more distributor network in smallcities and rural area. Because they are not knowing of wonder masala.

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    Chapter - 6

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    BIBLIOGRAPHY

    One man is not a complete man. He has to take advice or help to do some work.

    When we are not able to do some work or work is knew and unknown for us we

    have to take help from others.

    To prepare this project, I have used following books and materials.

    Marketing Management, 13th Edition.BOOKS

    - Philip kotler- Kevin Keller- Abraham koshy- Mithileshwar Jha.

    Market Research, An Applied Orientation (4th Edition)- Naresh K. Malhotra

    WEB SITE

    www.jpfoodsindia.com

    www.baapho.com

    www.managementparadise.com

    http://www.jpfoodsindia.com/http://www.baapho.com/http://www.jpfoodsindia.com/http://www.jpfoodsindia.com/http://www.managementparadise.com/http://www.baapho.com/http://www.baapho.com/http://www.managementparadise.com/http://www.managementparadise.com/http://www.managementparadise.com/http://www.baapho.com/http://www.jpfoodsindia.com/
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    Chapter - 7

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    QUESTIONNAIRE FOR CONSUMER

    Respected Sir/ Madam,

    Being a student of MBA (S. V. Institute of Management). We are here to

    conduct to a marketing research as part of our MBA program & as a partial

    requirement of Gujarat technological university. This survey is regarding

    consumers buying pattern regarding spice products have for the J. P. Foods

    & its brand wonder masala. Your honest opinions will be highly valued

    and appreciated. Participation in this survey is completely voluntary.

    Your personal detail will not be published.

    1. What kind of spice product do you purchase?Products Tick Mark

    Branded

    Non Branded (loose/local)

    Both

    2. Rank the place from where you purchase the spices the most ?(Give marks out of 5)

    Place Name Rank

    Handy Retailers 1____2____3____4____5____Hyper / Super market 1____2____3____4____5____

    NGO 1____2____3____4____5____

    From Physically challenged people 1____2____3____4____5____

    Other 1____2____3____4____5____

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    3. How frequently do you purchase the spices ?a. Yearlyb.

    Monthlyc. Quarterly

    d. Not fixed

    4. Who makes purchase decision in your family ?a. Maleb. Femalec. Both

    5. Does the payment method influence your purchase decision ?Yes No

    If yes, what would you prefer ?

    a. Credit b. Cash

    6.

    Does the information regarding the ingredients matter for you ? Do youread the information written on the package ?

    a. Does not matterb. Matter but dont readc. Matters & read

    7. Do you read the mfg. and expiry date ?a. Alwaysb. Sometimesc. Never

    8. Do you use one spice product for more than one use ?a. Yes b. No c. Sometimes

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    9. Do you try to know the manufacturer of the product you purchase ?a. Yes b. No

    10. Which product would you purchase ?a. Product you cannot seeb. Product you can see but cannot touchc. Product you can see, can touch, and can smell as wells

    11. Rank the factors that attract you most ?Factors Rank

    Advertisement

    Recommendation from friends or relatives

    Relation with retailer

    Lower Price

    Look / Appearance (Packaging)

    Benefiting Offers

    Others

    12. When do you bargain ?a. Alwaysb. Sometimesc. Never

    13. The famous brand name increases your interest in product.(State the degree of agreement/ disagreement)

    a. Strongly agreeb. Agreec. Neutrald. Disagreee. Strongly disagree

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    14. Discounts or Gift coupons make you purchase.

    (State the degree of agreement/disagreement)

    a. Strongly agreeb. Agreec. Neutrald. Disagreee. Strongly disagree

    Personal Details :-Name _____________________________________________________

    Address ____________________________________________________

    _____________________________________________________

    Area ___________________ Age __________________

    Contact No. _______________________________________