“A STUDY ON CONSUMER PERCEPTION ON SAGO PRODUCTS

WITH SPECIAL REFERENCE TO SALEM DISTRICT”

Submitted to Periyar University, Salem in partial fulfilment

Of the requirements for the award of degree of

MASTER OF BUSINESS ADMINISTRATION

Submitted by

[C.SUKUMAR (Reg.No. 10BIA 1233)]

Under the guidance of

Dr. G. PADMAVATHY, M.B.A., M.Phil., Ph.D.,

SEMESTER IV

APRIL 2012

VYSYA INSTITUTE OF MANAGEMENT STUDIES

VYSYA COLLEGE

RE-ACCREDIATED WITH”A”GRADE BY NAAC

(Affiliated to Periyar University)

Salem-103

VYSYA INSTITUTE OF MANAGEMENT STUDIES

VYSYA COLLEGE

(Affiliated to Periyar University)

Salem-636-103

CERTIFICATE

This is to certify that this project work entitled “A STUDY ON CONSUMER

PERCEPTION ON SAGO PRODUCT WITH SPECIAL REFERENCE TO SALEM

DISTRICT” is a bonafide record of C.SUKUMAR Reg.No10BIA1233 submitted in partial

fulfilment for the award of Master of Business Administration, Periyar University, Salem,

during the academic year 2011-2012.

Signature the Faculty Guide Signature of the Director

Submitted for the University Examination (viva-voce) held on...................................

Signature of the Internal Examiner Signature of the External Examiner

Place:

Date:

Date:

To Whomsoever It May Concern

This is to certify that C.Sukumar, second year student of Department of Management

Studies, Vysya Institute of Management Studies, Vysya College, Salem, has completed the

summer project work assigned to him titled

“A STUDY ON CONSUMER PERCEPTION ON SAGO PRODUCT WITH SPECIAL

REFERENCE TO SALEM DISTRICT” in our organization. He was assigned this project

from 01.12.2011 to 06.02.2012 during this period her work was Satisfactory.

For

SAGOSERVE The Salem Starch & Sago Manufacturers Service Industrial, Co-operative Society Ltd. Tamilnadu, India.

K.K. Kaushal, I.F.S.,

Special Officer/Managing Director,SAGOSERVE

DECLARATION

I, C.SUKUMAR (10BIA1233) pursuing MBA programme in Vysya Institute of

Management Studies, Salem hereby declare that the project work entitled “A Study on

Consumer Perception on SAGO Product with Special Reference in Salem District”

submitted to Periyar University, Salem in partial fulfilment of the requirements for the

award of the degree of Master of Business Administration is bonafide work done by me

under the guidance of Dr. G. PADMAVATHY, M.B.A.,M.Phil.,Ph.D., Assistant

Proffessor, Vysya Institute of Management Studies, Salem. To the best of my knowledge,

the work reported therein does not form part of any other thesis or work on the basis of which

a degree or award was conferred on an earlier occasion.

Place:

Date: Signature of the Researcher

(C.SUKUMAR)

ACKNOWLEGEMENT

It gives me great pleasure to acknowledge the efforts of all those who have helped me

in completion of this project.

I take this opportunity to express my deep sense of gratitude to our correspondent and

Management committee Mr J.Rajandraprasad and I express my immense gratitude to our

Principal Dr.P.Venkatesan M.sc (Maths)., PGDCA., Ph.D., Vysya Institute of Management

Studies Vysya College Salem.

I feel obliged to our Director Dr.D.Loganathan M.B.A.,M.Phil.Ph.D,, Vysya Institute

of Management Studies Vysya College Salem

I extend the immense gratitude to the Head of the Department of Management Studies

and my internal guide Dr.G.Padmavathy, M.B.A.,MPhil.,Ph.D., for his motivation,

inspiration, and encouragement for the completion for my project.

I wish to thank all other faculty members of the department for their co-operation and

encouragement throughout my project work.

I am sincerely thankful to Mr. Santhanam (HR Manager), SAGOSERVE THE

SALEM STARCH & SAGO MANUFACTURERS SERVICE INDUSTRIAL CO-

OPERATIVE SOCIETY LTD, at Salem for allowing me to do this project in his company for

his help and support throughout the project.

I would also like to thank all the staff of the organization for helping me directly and

indirectly to conclude this work. Last, but not the least, my heart felt gratitude to my parents,

relatives and my friends for their constant encouragement, support, help and valuable advice

to make this project a success.

I would like to thank all the consumer’s all these respondents who have filled up the

questionnaire in spite of their busy schedule.

CONTENTS

CHAPTERNO

PARTICULARS PAGE NO

Synopsis

List of Tables

List of Charts

I GENERAL INDRODUCTION

(a) About the Industry 1

(b) About the Company 7

(c) Theoretical background 13

II INTRODUCTION TO THE STUDY

(a) Title of the Study 20

(b) Statement of the Problem 21

(c) Objectives of the study 22

(d) Scope of the Study 23

(e) Limitations of the Study 24

III RESEARCH METHODOLOGY

(a) Geographical Area covered 25

(b) Period of Study 25

(c) Research Design 25

(d) Sampling Design 26

(e) Method of Data Collection 26

(f) Research Instrument 27

(g) Tools for Analysis 27

IV ANALYSIS & INTERPRETATION 30-79

V FINDINGS 80

VI RECOMMENDATIONS 82

VI CONCLUSION 83

VIII Bibliography 84

IX Appendix/Annexure 85

SYNOPSIS

The project reports entitle A Study on Consumer Perception on SAGO Products

with special Reference to Salem District”, is intended to determine the buying behavior and

awareness of the product.

Consumer behavior focuses on how individuals make decisions to spend their

available resources (time, money, effort) on consumption related items. That includes what

they buy, why they buy, when they buy it, where they buy it, how often they buy it for

purchase and the impact of such evaluations on future purchases, and how they dispose of it.

To achieve this defined objective structured questionnaire based on the behavior study

made is prepared. The prepared questionnaire is used to get the direct responses from the

consumers in Salem District.

The responses given to the consumers in Salem were analyzed and interpreted using

different types of statistical tools used are Simple Percentage Analysis, Bar diagram and

ANOVA method.

After analysis and interpretation, it reveals the following points are important in

improving the buying behavior attitudes, awareness, advertisement and choice of product

range. After that the purchasing frequency were found out.

LIST OF TABLES

S.NO PARTICULARSPAGE NO

1 Table showing age of the respondents 30

2 Table showing gender of the respondents 32

3 Table showing area of the respondents 34

4 Table showing occupation of the respondents 36

5 Table showing eating habit of the respondents 38

6 Table showing be acquainted of the respondents 40

7 Table showing consuming period of the respondents 42

8 Table showing acquisitions of the respondents 44

9 Table showing acquisitions period of the respondents 46

10 Table showing preferring period of the respondents 48

11 Table showing choosing aspect of the respondents 50

12 Table showing consuming or else of the respondents 52

13 Table showing undesirable of the respondents 54

14 Table showing rich man food of the respondents 56

15 Table showing desired packaging of the respondents 58

16 Table showing satisfaction level of the respondents 60

17 Table showing rank preference of the respondents 62

18 Table showing preparation and usage conscious of the respondents 64

19 Table showing consuming resolution of the respondents 66

20 Table showing consuming yet of the respondents 68

21 Table showing put forward of the respondents 70

22 Table showing pre-eminent of the respondents 72

23 Table showing most horrible of the respondents 74

24 Table showing proposal of the respondents 76

LIST OF CHARTS

S.NO PARTICULARSPAGE NO

1 Chart showing age of the respondents 31

2 Chart showing gender of the respondents 33

3 Chart showing area of the respondents 35

4 Chart showing occupation of the respondents 37

5 Chart showing eating habit of the respondents 39

6 Chart showing be acquainted of the respondents 41

7 Chart showing consuming period of the respondents 43

8 Chart showing acquisitions of the respondents 45

9 Chart showing acquisitions period of the respondents 47

10 Chart showing preferring period of the respondents 49

11 Chart showing choosing aspect of the respondents 51

12 Chart showing consuming or else of the respondents 53

13 Chart showing undesirable of the respondents 55

14 Chart showing rich man food of the respondents 57

15 Chart showing desired packaging of the respondents 59

16 Chart showing satisfaction level of the respondents 61

17 Chart showing rank preference of the respondents 63

18 Chart showing preparation and usage conscious of the respondents 65

19 Chart showing consuming resolution of the respondents 67

20 Chart showing consuming yet of the respondents 69

21 Chart showing put forward of the respondents 71

22 Chart showing pre-eminent of the respondents 73

23 Chart showing most horrible of the respondents 75

24 Chart showing proposal of the respondents 77

GENERAL

INTRODUCTION

ABOUT THE INDUSTRY

THE GLOBAL SCENARIO

Tapioca Cassava (Manihot Esculenta Crantz) was introduced in India during the latter

part of the17th century by the Portuguese living in the state of Kerala. India’s share is about 6 per

cent in the total world production of tapioca. The other important tapioca producing countries

are Brazil, Nigeria, Zaire, Thailand and Indonesia. Tapioca is a tuber crop of huge economic

importance as it is used not only for human and animal food consumption but also as a raw

material for various industrial products. Each day about 500 million people consume tapioca

world over and derive 300 kilo calories of energy. Globally cassava is grown in about 95

countries with major contributions coming from Africa (57%) followed by Asia (25%). The

wide agro-ecological adaptability of cassava coupled with its ability to withstand biotic and

non-biotic stresses have made it a crop of primary importance for the weaker sections of the

society, especially in the developing countries of Africa, America and Asia. Tapioca is one of the

most important subsistence food and industrial crop for the developing countries. Globally,

about 158 million tons of tapioca is produced from an area of 15.7 million hectares with an

average productivity of 10 tons/ha. As mentioned earlier, among the tapioca producing

continents in the world, Asia ranks next only to Africa with an area and production of 3.97

million hectares and 51.44 million tons respectively.

THE NATIONAL PRODUCTIVITY

In India, tapioca is grown in an area of 3.1 lac hectares with an annual production of 60 lac

tons. Although cassava is cultivated in about 13 states of India, the major production comes

from the southern states of India i.e. Kerala, Tamil Nadu and Andhra Pradesh. In the view of

the changing lifestyle, influx of gulf money, availability of grains through public distribution

system and a shift in cultivation pattern favouring plantation crops, the areas in Tamil Nadu and

Andhra Pradesh showed a gradual increase in cassava production over the years. While the total

production of Kerala came down to 2.58 million tons in 1996-97 from 4.2 million tons in

1967-68, the same rose to 3.04 million tons from 0.42 million tons during the Corresponding

periods in Tamil Nadu. This remarkable increase in production in Tamil Nadu was the result

of adopting high yielding cultivators like H 226 and H 165. A survey conducted by CTCRI has

in dictated that more than three fourth of the cassava area in Salem, South Arcot and Dharmapuri

districts was under these variety of seeds.

1

Tapioca is cultivated predominantly in Kerala as a staple food crop while it is more of an

industrial crop in Tamil Nadu. Tapioca root is valued for its starch content and mainly used

by sago industries. The tapioca root contains 30 to 40 per cent of dry matters, which is

principally carbohydrate. It has acceptable levels of B vitamins and provides other minerals too.

In Tamil Nadu, tapioca is being grown in an area of 85,412 ha accounting for an annual

production of 32.22 lac tons. Around 80 per cent of the total tapioca production is utilized by

the sago and starch based industries in the state.

Based on the statistical projection, the production of cassava is expected to reach 6.08, 6.76

and 7.44 million tons respectively by 2000, 2010 and 2020. But considering the population

growth rate, the country should aim to produce cassava tubes to the tune of 12 million tons by

theyear2020, which would call for extensive R&D strategies in the field. The present productivity

of 22.5 t/ha is projected to rise to 26.95, 32.57 and 38.20 t/ha by 2000, 2010 and 2020 respectively.

USES OF TAPIOCA

The main products of industry are Sabut-dana and starch. The different types of Sago are given below:

Grades of Sago

1. Super Fine

2. Milk white

3. Special

4. Best

The other types of sago produced by some of the units in the cluster are Nylon Sago and Sago

Brocken’s.

Grades of Starch

1. Textile Grade

2. Edible Grade

3. Glucose and Laundry Grade

Tapioca as a food security

Tapioca can serve as a nucleus for many industries with the application of biotechnology,

especially in the fermentation industries. On the other hand, tapioca has emerged as a cash crop

in Tamil Nadu, Andhra Pradesh and Maharashtra.

2

The crop fulfils the need of the massive starch and sago industries in these states. In

order to maintain the supply of food materials and to keep pace with the ever-increasing

population, tapioca has to be retained well within the cropping system of marginal farmers.

Tapioca based agro industries

Globally 58 per cent of tapioca produced is used as human food, 28 per cent as animal feed, 4

per cent in alcohol and starch based industries and only 10 per cent is spoiled. While more than

one fourth of the total tubers produced (158 million tons) in the world is in Asia, India accounts

for only 6.5 per cent and Indonesia and Thailand account for about 10 per cent. Thailand and

Indonesia export tapioca chips and pellets to other countries. The pellets are used as animal

feed in western countries. In India, particularly Tamil Nadu and Kerala have the potential of

increasing the productivity further and compete in the export of chips and pellets in the

international market.

Tapioca can be used as a raw material for a number of value added industrial products such as

starch, sago, glucose, dextrin, gums and fructose syrup. Most of the items mentioned are

industrial products which can be categorised as “growth industries”. The industrial tapioca

starch finds its application in various fields. The major consumers are cotton and jute textile, and

paper and hard board industries.

Liquid glucose and dextrose are widely used in food and pharmaceutical industries. Both these

sectors are in a rapidly growing stage. The Government of India has included liquid glucose

and dextrose in the list of items where there is likely to be a sustained demand and scope for

investment. Since there is substantial growth in the food and pharmaceutical industries,

naturally the demand for liquid glucose and dextrose is bound to go up in future. As tapioca

starch possesses the advantageous physio-chemical and structural properties it can be easily

converted to liquid glucose and dextrose. Many factories have been established recently with this

objective.

Cassava-chips and flour

White chips are used for the preparation of cassava flour, which is consumed in the same manner

as rice flour. It also forms a major component in many animal feeds. In industry it serves as a

raw material for manufacturing starch, dextrin, glucose and ethyl.

3

Very fine cassava chips or crisps are deep fried in edible oil, packed in polythene bags and sold

as snack food commercially in various parts of Kerala, Tamil Nadu and Andhra Pradesh. Gold

fingers, wafers, sago pappads and tapioca pappads are some of the other snack food items

produced in home and cottage industries and are available in the market for sale.

Sago

Sago (sabot-dana or pearls) is used as a snack food in preparation of porridge. It is also popular

as an infant food. About 35 industries from Andhra Pradesh and many from Tamil Nadu are

engaged in manufacturing sago from cassava tubers.

Starch

Cassava finds a major industrial utilisation in the production of starch. Starch and sago are

produced from cassava tubers in more than 900 small and medium scale factories and at least

two large-scale industries in Tamil Nadu. In Andhra Pradesh one large scale and about

35 small-scale industries process cassava tubers for starch and sago production.

The cassava starch is used in paper industries (at beater stage, as calendar sizing, for paper

coating, as wet and additive), Textile industries (as wrap sizing agent, in fabric finishing),

Food industries and Adhesives. Gum and laundry starch is produced in cottage industry near

Trivandram for marketing and sales on a regular basis.

Modified Starches

Two firms in Tamil Nadu namely, M/s SPAC Tapioca Products (India) Ltd and M/s

Varalakshmi Starch industries Ltd, Salem are engaged in manufacturing, marketing and sales

of cassava starch derivatives such as corrugated gum starch, carboxyl methyl starch, acid

modified starch, cationic starch and pregelatinised starch.

Another firm in Andhra Pradesh, M/s Vensa Biotek Ltd of Samalkot is expected to

commence production of cold-water soluble cassava starch using CTCRI technology. And a

firm in Kerala named M/s National Chemicals and Adhesives of Quilon manufactures and

markets carboxyl methyl starch using cassava starch as animal feed material. This firm is also

involved in large-scale manufacture and marketing of Dextrin, which is derived from cassava

starch.

4

Dextrin

A good number of small-scale industries are engaged in producing dextrin from cassava starch,

which is relatively a simple process.

Sweeteners

Liquid Glucose is being manufactured by M/s. Vensa Biotek Ltd., Samalkot, AP from cassava

starch and/or flour. M/s. Varalakshmi Starch Industries Ltd., Salem, TN reportedly

manufactures malto-dextrin and monosodium glutamate from cassava starch. M/s. jayant

Vitamins, Vadodara, Gujarat had ventured in producing sorbitol as a sweetener and a precursor to

manufacturing of Vitamin C.

Ethanol

The CTCRI technology for the process of manufacturing ethyl alcohol using cassava chips,

flour or starch has been procured by M/s. Superstar Distilleries, Kochi, Kerala and M/s. Vairam

Agro Fuels, Chennai. The former licensee had commenced commercial production and limited

marketing.

Starch-based biodegradable plastics

The CTCRI technology for manufacturing of starch-based biodegradable plastics has been

licensed to 4 parties in the states of Delhi, Haryana, Himachal Pradesh and Karnataka. M/s.

Shivalik Agro Poly Products, Parwanoo, HP has already commenced commercial production.

The unit at Bangalore, Karnataka is expected to commence production shortly using cassava

starch.

THE SALEM CLUSTER

ABOUT THE REGION

Salem has traditionally been known as the land of sago and starch. The industry got a fillip during the

Second World War when imports from the far-east were rendered impossible. The Salem region offers a

good raw material base, cheap labour and good sunshine throughout the year. All these factors provide a

congenial environment for growth of tapioca based products and have made this place famous for the

same even at an international level. The productivity of tapioca is about 25-30 t/ha in this area, which is

known to be the highest in the world. The national average is 19 t/ha while the world average production

stands at 10 t/ha only.

5

THE GROWTH OF SAGO AND STARCH INDUSTRIES IN SALEM

In the year 1943, Mr. Manickam Chettiar an adventurous entrepreneur went to Kerala

and found tapioca flour to be a good substitute for American corn flour. He tried various ways

and means to improve the production and marketing of this flour. To meet the growing

demand of sago and starch, Mr. Manickam with the help of a genius mechanic Mr.

Venkatachalam Gounder, improved the method and machineries for production. In their

efforts, they were able to increase the production of Sago flour from 20 to 25 bags per day.

The sago and tapioca starch industry was born during the Second World war but the

end of war posed a threat to its existence because of the changes in the import policies.

As a result of the successful representations made by the sago and starch manufacturers,

and at the instance of the then Governor General of India, Thiru. C. Rajagopalachari, the

Indian Government imposed a ban on import of starch. The industry heaved a sigh of relief

temporarily before they were made to confront with the import of maize starch under P.L.480,

which again came to an end in 1965.

As on date there are more than 750 sago and starch units in Salem, Namakkal,

Dharampuri and Erode districts, registering an awesome growth! It is but appropriate to name

this grand growth as the “Sago Revolution”.

6

ABOUT THE COMPANY

SAGOSERVE The Salem Starch Sago Manufacturers Service Industrial Co-operative

Society Ltd, Tamilnadu, India

Prior to the formation of SAGOSERVE, an industrial cooperative service society, the

manufacturers of starch and sago in this district faced a lot of problems such as lack of financial

assistance, warehousing and marketing facilities for tapioca products. The merchants used to

offer low prices for their goods and exploited the manufacturers due to an absence of organised

marketing and warehousing facilities.

To overcome these problems, the sago/starch manufacturers in 1981 formed the Salem Starch

and Sago Manufacturers Service Industrial Co-operative Society Ltd., popularly known as the

SAGOSERVE under the Tamil Nadu Co-operative Societies Act 1961. This society is

functioning under the administrative control of the Director of Industries and Commerce,

Government of Tamil Nadu.

After the emergence of SAGOSERVE, the bargaining power of manufacturers has substantially

increased and the menace of middlemen in this trade has been completely eliminated. Owing to

the sustained efforts of the society, sago/starch industry has now become the backbone of

Salem district’s rural economy, providing employment to more than 5 lac people both in

agriculture as well as factories.

Objective

Strengthen the Co-operative movement in the Sago & Starch sector.

Remove the middlemen from the scene of Sago & starch trade and to ensure better

prices for the tapioca finished products.

Advance credit to members.

Improve productivity of the tapioca finished products and to disseminate

market intelligence to its members.

Generate employment in rural areas for skilled and unskilled labour

7

INCENTIVES OFFERED BY STATE AND CENTRAL GOVTS

State Govt. participation in the share capital structure of the society

State Govt. sanctioned subsidy for modernization of sago and starch units in

TamilNadu

Govt. of India sanctioned financial assistance for sago andstarch cluster in Salem and

Namakkal under Small Industries Cluster Development Programme

These incentives have played a pivotal role in strengthening SAGOSERVE and

helped the Sago/Starch industry thrive in an appreciable manner

I. SERVICES

A. Member

B. Merchants

Build new strength with the services of Sagoserve. One of the largest Industrial

 co-operatives in the Country

Member

Provides readymade marketing floor for starch and sago

Advance credit and payment for sold goods within 24 hours

Provides warehousing facilities

Promotes business and trade within   and outside  the State

Remits Additional Sales Tax (AST) to the State Exchequer

Arrange tie-up with bankers for working capital, loan etc

As soon as the member confirms the sale, the member is paid Rs.40 per bag for Starch

for deduction and for the unsold stock 70% of the value of the goods is being paid as

advance

The goods of the members, till the confirmation of the sale are stored in the

SAGOSERVE godowns at a nominal godown rent

Merchants

Facilitates easy purchase of desired quality products at affordable rate at one place

Provides grace time of 5 days to lift the confirmed products without any extra charges

Offers maximum time limit up to 45 days for removal of sold goods on payment of

nominal interest and  warehouse rent

8

Remittance of sales value in prescribed instalments is admitted as per the terms &

conditions

Concessional TNGST rate of 2% for sale of sago and starch through the society (4%

ST payable for purchase outside the society)

The merchants who buy the Sago/Starch from "Sagoserve" are exempted from CST of 4% for

inter-state sales. This is an incentive offered by the state Government to promote co-operative

movement

II. QUALITY

Sago consumers prefer white colour. But the colour is the first casualty in case of any

imperfection or any shortcut deliberate or accidental in the manufacturing process. The

unscrupulous manufacturers resort to the unsavory practice of adding chemicals like

bleaching agents (such as calcium hypochlorite, sodium, hypochlorite, etc.,); acids (such as

sulphuric acid, hydrochloric acid, phosphoric acid, etc.,); and artificial whitening agents (such

as 2-B-Con or Tinopal) to impart an artificial brilliant white colour to their improperly

manufactured sago.   The chemically treated sago overcomes the handicap of colour but is

not good for the health of the consumer and attracts the Food Adulteration Act. To ensure

that chemical treatment of sago is not encouraged Sagoserve has established a modern lab in

its premises and all the dispatches by the members are tested for ph, CN, chloride and

sulphates.

Only those lots which pass all the above tests are accepted for sale by us. This has forced the

manufacturers to improve their factories and the manufacturing process so that their

dispatches do not fail in any of the tests in our lab.

III. GROWTH

As on 31.08.2000 the number of member units has gone up to 765 and the capital has grown to

Rs567.11 lacs, which includes the share of Rs.99.82 lacs of the Government of Tamil Nadu.

The SAGOSERVE has steadily grown in size as well as in strength. It has 10 go-downs

(storage houses) of its own with a capacity of about 2.25 lac bags each. This growth was

achieved by SAGOSERVE due to the loyalty of its members and hard work of their staff.

Thetable furnished below speaks volumes and verses of this society.

9

IV. TENDERS

Daily Tender Unique Selling Proposition

Sagoserve   members send their finished goods for sale through the society. On receipt of

goods, the member is paid 50% of the value of the goods as advance and consignment is

assigned a 'Lot Number'. Samples drawn from these consignments are displayed for 'Tender

Sale'  conducted daily except on sundays and declared holidays. After paying a tender deposit

of Rs.1,50,000/- the buyers are registered with the society and only then they can participate

in the tenders. At present both industrial concerns as well as private traders have registered

themselves as buyers at the Sagoserve.   

                            After verification of samples of starch and sago in the tender hall the traders

quote their rates in secret and the results are announced after tabulation around 2.30 P.M. The

member-producer has the option of confirming the highest rate offered for his goods. Once he

confirms the sale he is paid another additional advance calculated with reference to the sales

rate after keeping Rs.30/- per bag for recoverable expenses at the time of final settlement.

The goods of the members, till the confirmation of the sale and those of the buyers, till they

take delivery, are store.

910

INFRASTRUCTURE

Particulars No Capacity

Administrative office: 1 Administrative office, godown Office, Tender, Lab, Meeting Hall, Members & Merchants Waiting Room & Tender Hall

Godowns 10 2.19 lakh Sq.ft, 2.25 lakh bags

Weighbridges 2 30 tonnes & 25 tonnes

Sago Testing Lab 1 To test Sago Sample before display for sale

Computers 20 Entire SAGOSERVE operations are computerized

CCTV, Security 3 To monitor the Tender hall by the M.D/S.O

AWARDS

National Cooperative Excellence Award for SAGOSERVE

The National Cooperative Development Corporation (NCDC) felicitates best performing

cooperatives from all parts of the country for excellence in their working and confers NCDC

Cooperative Excellence  Awards on them.  It is an initiative by NCDC to encourage and give

due recognition to those cooperatives who despite odds, are able to sustain and work for

development and prosperity of the agrarian society.  The awards are bestowed on one primary

level Cooperative from each state biennially. Cooperative Excellence Awards 2010 were

given away by the Honourable Union Minister of State for Agriculture Shri Arun

Subashchandra Yadav on February 4, 2011 in New Delhi.  SAGOSERVE was bestowed this

rare honour and the award was received by the Managing Director & Special Officer K.K.

Kaushal, I.F.S., It comprises a shield, cash prize of Rs.50000/- and a citation. The award has

boosted our spirits - members and staffs have resolved to redouble their efforts to take

SAGOSERVE to further heights.

11

LIST OF MANAGING DIRECTORS

1 Tvl.N. Natarajan, B.Com., 18-06-81 30-04-84

2 E.N. Periyasamy, B.Com., 25-05-84 19-06-84

3 Rameshram Mishra, I.A.S., 20-06-84 11-06-85

4 R.N. Choubey, I.A.S., 21-06-85 06-06-86

5 Dipak Jain, I.A.S., 05-08-86 26-05-87

6 Gabriel Jeyaraj, B.A., 14-06-87 25-10-88

7 V.M. Sundram, B.A., 26-10-88 18-05-89

8 N.Narayanasamy, B.A., 19-05-89 24-07-89

9 Ashok Kumar Gupta, I.A.S., 24-07-89 05-06-90

10 Hansraj Verma, I.A.S., 13-07-90 30-07-92

11 Vishwanath Shegaonkar, I.A.S., 15-09-92 20-03-95

12 Sandeep Saxena, I.A.S., 20-03-95 17-07-96

13 V. Velayutham, B.Com., 18-07-96 05-09-96

14 Md.Nasimuddin, I.A.S., 06-09-96 12-05-98

15 P.Sivasankaran, I.A.S., 13-05-98 05-04-99

16 M.S.S. Ravi, B.E., 05-04-99 26-05-99

17 T.N.Ramanathan, I.A.S., 26-05-99 13-06-01

18 S.K.Prabakar, I.A.S., 13-06-01 12-06-02

19 R. Ekambaram, B.E., 12-06-02 15-11-02

20 Jatindranath Swain, I.A.S., 15-11-02 20-07-03

21 K. Ashokvardhan Shetty, I.A.S., 21-07-03 20-01-06

22 R. Ekambaram, B.E., M.B.A., 20-01-06 01-06-06

23 D. Raajendiran, I.A.S., 01-06-06 31-10-07

24 K. Maharabushanam, M.A., 31-10-07 10-03-08

25 Harsahay Meena, I.A.S., 13-03-08 17-08-09

26 K. Govindarajan, M.E., 17-08-09 29-09-09

27 Harmander Singh, I.A.S., 29-09-09 10-09-10

28 K.K. Kaushal, I.F.S., 11-09-10 Present Managing Director

THEORECTCAL BACKGROUND

PERCEPTION

We use our senses (sight, smell, taste, touch, and hearing) to interpret information and

give meaning to what object around us. Perception is the process by which we organize and

select information received through the senses and give meaning to the objects in the world

around us. This is done by our brain. We do not always do this correctly. How do you

determine whether furniture is durable? Suppose a marketer finds that you lift it and if it is

heavy you conclude that it is durable.

DEFINITION

“The entire process by which an individual becomes aware of the environment and

interprets it. So that it will fit into his or her frame reference”.

12

Individuals also experiences a certain amount of risk when making purchasing decision and

have limited capacity to process all the different stimuli directed at them. This leads to a

selective perception process where individuals will expose themselves selectively to

marketing stimuli pay selective attention to these stimuli and then interpret it to conform with

previous held belief and attitudes. Only messages conforming to held beliefs will be retained.

FRAME REFERENCE

“Merely seeing or hearing, however, cannot be referred to as perception. Perception is seeing

or hearing it in terms of a person’s frame of reference”.

Operation of the frame of reference

The frame entails the evaluation of every stimulus to which a person is exposed in the light of

previously held emotions, behavioral intentions and beliefs. These evaluations are concluded

in an overall orientation or attitude toward s certain object, also referred to as a mental set.

The three main components through which all information must flow in the frame of

reference are the cognitive, affective and behavioral components.

INFORMATION FLOW THROUGH THE FRAME OF REFERENCES

1313

Cognitive components

The cognitive component consists of the total configuration of beliefs and knowledge about a

certain object, as well as previously gained experience

Affective components

The affective component involves emotions, feelings and prejudices. Prejudices refer to

faulty interpretations made previously, and such prejudices cannot be changed easily.

Behavioral component

The behavioral component has to do with habits, reactions and intentions. Any information

contradicting one’s habits and intentions will not be accepted easily.

Therefore, it can be said that if it is stated that a message was perceive, it means that the

stimuli have passed through all three components of the individual’s frame of reference in

such a way that the person is ultimately able to come to a decision. The fact that stimuli are

passing through a person’s frame of reference does not mean that the message was perceived

correctly or that the decision that flows from it will be positive.

THE CONSUMER PERCEPTION PROCESS1514

The consumer perception process consists of five distinct activities. The first activity is that

of exposure to stimuli. The second states that attention to stimuli has to occur. During the

third activity, organization, people organize stimuli so that it can be comprehended and

retained. The fourth activity is that of interpretation of the message. Information is retained

during the last activity.

THE CONSUMER PRCEPTION PROCESS

EXPOSURE

The exposure to stimuli is of either an intentional or an accidental nature. Intentional

exposure occurs when an individual is exposed to market related information because of his

own intentional, goal directed behavior, it reflects a person’s interests, reading habits,

information needs and life style.

Accidental exposure to stimuli occurs when the individual is exposed to intensive marketing

campaigns, such as the messages portrayed by the broadcasting media, billboards, point-of-

sale displays in the retail store and the vast number of magazine and newspaper

advertisements. Furthermore, the individual is also accidently exposed to information such as

testimonies from friends or relatives concerning a specific product. Such testimonies first

lead to interest, and then to intentional exposure.

The important of exposure by stating that there can be no communication (or apperception

process for that matter) without exposure.13

ATTENTION

The attention process can therefore be viewed as an information filter – a screening

mechanism that controls the quantity and nature of information any individual receives.

Level 1

A receiver actually seeks information at the first level of the attention filter, active search.

Information might be gathered from magazines not normally read, or by soliciting the

opinions of friends.

Level 2

At the second level, passive search, a receiver searches for information only from sources to

which he is exposed during the normal course of events. No effort is made to obtain

information from sources not usually exposed to.

Level 3

At the final level, passive attention, a receiver has little immediate need for information.

Although no conscious effort is made to obtain information, some may nevertheless enter the

system.

Factors determining attention

For the marketer to attempt to gain attention to his marketing efforts, it is useful to note the

different factors determining attention. The three factors are the stimulus, the individual, and

the situation.

1. Stimulus factors

[Size and intensity, Colour movement and contrast, Position, Isolation, Format,

Information quantity]

2. Individual factors

[Information of practical value, Information that supports Information that stimulates,

Information that interests]

3. Situational factors [Advertisement, Package, Brand and othrs]

ORGANISATION

16

“The organization of disparate information so that it can be comprehended and retained”.

People do not experience the numerous stimuli they select from the environment as

separate and discrete sensations. They rather tend to organize them into groups and perceive

them as unified wholes. The perceived characteristics of even the simplest stimulus are

therefore viewed as a function of the whole to which the stimulus appears to belong.

PERCEPTUAL INTERPRETATION

“A process whereby people draw upon their experience, memory, and expectations to

interpret and attach meaning to a stimulus”.

Interpretation phase is uniquely individual, since it is based upon what individuals expect to

see in the light of their previous experience, on the number of plausible explanations they can

envision, and on their interests and motives at the time perception occurs. People will retrieve

from long-term memory information pertinent to the stimulus. Expectancies regarding what

the stimulus should be like are also retrieved from memory and used to interpret the stimulus.

RETENTION

Even if the total perception process was successful it serves no purpose if the individual is

unable to recall the information when he is required to act on it. The message has failed if a

person cannot remember its content.

Retention is therefore the actual storage of processed information in the memory of the

individual. That memory plays a critical role in guiding the perception process. Memory has a

long term storage component and a short term memory is the active component, it deals with

problem solving by using newly acquired information. This, however, can only be true if no

knowledge about a certain subject exists, and that is rarely the case, long term memory is

activated to help solve the problem by supplying relevant past stored information. Long term

memory is once again activated to retain the information once the processing has been

completed, and this will remain dormant for future reference purpose.

PERCEPTUAL DEFENCE

17

“Distortion of information by consumers so that it conforms to their beliefs and attitudes.

This function operates to protect the individual from threatening or contradictory stimuli”.

Perceptual defence explains that there are two reasons why people apparently feel a need to

defend themselves against information. The two reasons are perceived risk and perceptual

overload. Perceived risk deals with the different kinds of risk associated with a purchasing

decision, while perceptual overloads that the consumer has a limited capacity to process the

variety of stimuli directed at him.

Because of the above, consumers erect perceptual defence barriers, also known as the

selective perception process. Before attending to the selective perception process. The focus

will be directed towards perceived risk and perceptual overload.

PERCEIVED RISK

Some products are perceived as high risk (sports car, house) and some are seen as low risk

(flour, a deck of playing cards). In general, two factors affect the perceived risk of a product

that is uncertainty and consequences.

FINANCIAL RISK

Sometimes consumers are concerned about losing money if a product does not work well.

PERFORMANCE RISK

You might be worried that the product does not work. Do you worry that salt will not work.

PSYCHOLOGICAL RISK

Sometimes people are concerned that a product may not fit their self-image. This is mainly

true for clothing.

ATTITUDES

Attitudes have three components: the cognitive deals with beliefs and knowledge the

affective deal with emotion likes and dislikes and the cognitive, which is more behavioral,

deals with actions, motives, and intent. The teacher evaluation scale completed by students

every semester measures your attitude towards a particular instructor.

ATTITUDES CHANGES

18

Marketers use several approaches in order to try to changes the attitudes of consumers. As

was noted above, the attributes of a product play an important role in the consumer decision

making process. It means the consumer to change the product.

REFERENCE GROUP

People who are members of a gang tend to dress alike and buy the same brand of beer and

cigarettes. It means to purchase same thing of products

CONCLUSION

From above the discussion it can be seen that the perception process may be the most

significant barrier to effective communication due to the number of different influences on

the perception process. Important to note is the fact that the total perception process is highly

individual and that the same person may devote a different meaning to the same stimuli in

different situations. From a marketing perspective it is extremely important to note that

consumers act and react on the basis of their perceptions, not on object reality.

The stimuli, to which an individual is exposed, need to be above the absolute

threshold level if they are to be perceived. All stimuli that a person is exposed to first pass

through his frame of reference which consists of all his previous held beliefs, experiences,

etc.

Information to be retained passes through the perception process. Because of the great

number of stimuli that an individual is exposed to and the fact that risk is perceived during

decision making, consumers expose, pay attention, interpret and retain information

selectively. All stimuli are also conformed to coincide with existing held beliefs. Information

of conflicting nature to a person’s frame of reference will not be changed easily.

1419

INTRODUCTION TO

THE STUDY

TITLE OF THE STUDY

“A STUDY ON CONSUMER PERCEPTION ON SAGO PRODUCTS

WITH SPECIAL REFERENCE TO SALEM DISTRICT”

STATEMENT OF THE PROBLEM20

A study of consumer perception in Sago (Sabut-dana) product for special purpose of

to know about the consumer perception for improve the product and marketing function for

consumer satisfaction in Salem district.

To know about how many people to get aware about SAGO (Sabut-dana)

To find out the competitive products against the SAGO (Sabut-dana)

To find the choice and which size of packaging is very well moving in market

Why some people did not consume SAGO (Sabut-dana) and find out what their

reason

Who is the main consumer in SAGO ((Sabut-dana)?

To get suggestion from public for further improvement of increase the sales volume

of sago product

21

OBJECTIVES

PRIMARY OBJECTIVES

To study the perception of consumer about Sago (Sabut-dana) product

SECONDARY OBJECTIVES

To find the awareness among consumers about Sago (Sabut-dana) product

To analyse the various parameters that determines the choice of consumer in Sago

(Sabut-dana)

To offer suggestions to the Sago (Sabut-dana) manufacture to improve the sales

volume of Sago product

22

SCOPE OF THE STUDY

The project throws on the need for learning buying perception for successfully

marketing

The project was developed based on benefits of sales towards manufacturers

It will be helpful for the manufacturers to identify the needs and benefits of the

consumer and to take decision to promote the marketing

This project can be base for the students who are doing the project in the related area

and to the organization in viewing the worth of the consumer and attitude of the

perception

23

LIMITATIONS OF STUDY

The project area is Salem District, so the population size is very high for

Taking survey and also difficult in to find the Sago (Sabut-dana) consumers

Research has been done only to limited Sago consumer so has to be expand

One of the important limitation is consumer behavior is changed according to their mind setting

24

RESEARCH

METHODOLOGY

RESEARCH METHODOLOGY

RESEARCH

Research in common place refers to a search for knowledge. Research is defined as

systematic and scientific search for pertinent information on specific topic or area of study.

METHODOLOGY

Methodology is a plan of action for a research project and explains in detail how data

are collected analyzed and presented, so that they will provide meaning information.

GEOGRAPHICAL AREA COVERED

The project deals with the study on Consumer Perception which is an empirical investigation

carried on Sago users in the area of Salem district.

PERIOD OF STUDY

The period of study is two month from December 2011 to January 2012.

RESEARCH DESIGN

A Research design is purely and simply the framework or plan for the guides the

collection and analysis of data.

It is the overall operational pattern or framework of the project that stipulated the

information to be collected, from which source and what procedures. A Research design

might be described as a series of advance decision that taken together from a specific master

plan or the model for the conduct of the investigation. Descriptive research is used in this

project.

DESCRIPTIVE RESEARCH

This type of research design is undertaken in many circumstances. When the

researcher is interested in knowing the characteristics of certain groups such as age, sex,

education level, Occupation or income etc. The Objective of such study is to answer the

“Who, What, When, Where, and How” of the subject under investigation, so in this project

study comes under descriptive research design.

25

SAMPLING DESIGN

Due to cost and time involved in collecting the data from all the respondents, it

becomes a compulsion to choose representation. Sampling design explains as under,

Population

The population constitute of all the Sago users at Salem District.

Sampling Unit

The sampling unit is who is to be surveyed? That is sampling unit is who are

all the respondent is called sampling unit. The sampling units for this study are Sago users

of Salem District.

Sampling Size

The sample size for this study is 150.

Sampling Method

Different types of sampling methods are available. In this study the

convenience sampling was selected for this research. This sampling method used the

principles of non-probability technique.

MTHOD OF DATA COLLECTION

The task of data collection begins after research problems have been defined and

research design chalked out. Data is the foundation for all marketing research. The

researchers can obtain data form.

Primary Data

Questionnaires are prepared and personal interview was conducted. Most of the

questions are consist of multiple choices. The structured interview method was undertaken.

The interview was conducted in English as well as in Tamil. Proper care was taken to frame

the interview schedule in such a manner it should be easily understood in view of educational

level of the consumers. Generally 26 questions are prepared and asked to the Sago users of

Salem District.

Secondary Data

Secondary data was collected from Internets, various books, Journals, and

Company Records.

26

RESEARCH INSTRUMENT

The questionnaire was found to be the most suitable type of research instrument to

collect data. It is important tool of the research; it is used to generate the raw data on which

findings were based.

QUESTIONNAIRE CONSTRUCTION

A questionnaire is an assembly of carefully formulated questions, designed to collect

facts and options from the respondents. It’s an important tool of the research; it is used to

generate the raw data on which findings were based.

AIM OF THE QUESTIONNAIRE

To obtain accurate data.

To make interview as interesting and stimulating.

To be easily analysis.

To facilitate efficient administration of information.

TOOLS FOR ANALYSIS

To arrange and interpret the collected data the following statistical tools were used.

Percentage Method.

Bar Diagram Method

ANOVA Method.

1. PERCENTAGE METHOD

The percentage method was extensively used for findings various details. It is used for

making comparison between two or more series of data. It can be generally calculated.

No. of respondents favorable

Percentage of Respondents = x 100

Total no. of respondents

2. BAR DIAGRAM

Using bar chart the collected data are clearly plotted and well define.

27

3. ANOVA (ANALYSIS OF VARIENCE)

In the work of fisher “Analysis of variance is the technique used to estimate the separation of

variance as crib able of one group of cases from the variables as capable to other group”.

In the short, it can be said that analysis of variance is the classification and cross analysis of

statistical data with the view of testing whether the mean of specific classification differ

significantly or they are homogeneous.

TWO WAY CLASSIFICATIONS

Here we accept to study the effect of two factors in the same experiment. Again, for each

factor there will be a number of classes or levels. Also the procedures for analysis are

somewhat different than the one followed while dealing with problem of one way

classification.

Correction factor (CF)

CF = T2/N

T = Total of sample unit

N = Number of items

B. sum of square between Columns (SSC)

SSC =∑Ti2/N-CF

C. sum of square between Row (SSR)

SSR = ∑ Ti2/N-CF

D. Total sum of square

SSE =SSC – SSR

SST = SSE + SSR + SSC

28

TABLE

Source of variation

Sum of square Degree of freedom

Mean sum of square F-Ratio

Between column SSR c-1 MSC = SSR/c-1 F = MSC / MSE

Between row SSC r-1 MSR = SSC/r-1 F = MSR / MSE

Error SSE (c-1)(r-1) MSE = SSE/(c-1)(r-1) -

Total SST rc-1 - -

29

ANALYSIS

&

INTERPRETATION

TABLE NO: 1

TABLE SHOWING AGE OF THE RESPONDENTS

FACTORS NO OF RESPONDENTS PERCENTAGE20-30 years 74 49.3331-45 years 54 36Above 45 years 22 14.66

TOTAL 150 100

Source: Primary data

Inference:

From the above table, it is inferred that 49.33% of respondents are from 20-30 years of age,

36% of respondents are from 31-45 years of age, 14.66% of respondents are from above 45

years of age.

The table shows that Consumption of Sago (Sabudana) in age wise. Highly age belonging to

20-30 consumes more.

30

CHART NO: 1

CHART SHOWING AGE OF THE RESPONDENTS

31

TABLE NO: 2

TABLE SHOWING GENDER OF THE RESPONDENTS

FACTORS NO OF RESPONDENTS PERCENTAGEMale 58 38.66Female 92 61.33

TOTAL 150 100

Source: Primary data

Inference:

From the above table, it is inferred that 61.33% of respondents are female and 38.66% of

respondents are male.

32

CHART NO: 2

CHART SHOWING GENDER OF THE RESPONDENTS

33

TABLE NO: 3

TABLE SHOWING AREA OF THE RESPONDENTS

FACTORS NO OF RESPONDENTS PERCENTAGEUrban 75 50Rural 52 34.66Semi Urban 23 15.33

TOTAL 150 100

Source: Primary data

Inference:

From the above table, it is inferred that 50% of respondents are urban and 34.33% of

respondents are rural and 15.33% of respondents are semi urban

34

CHART NO: 3

CHART SHOWING AREA OF THE RESPONDENTS

35

TABLE NO: 4

TABLE SHOWING OCCUPATION OF THE RESPONDENTS

FACTORS NO OF RESPONDENTS PERCENTAGESalaried 78 52Agriculture 14 9.33Business 12 8House wife 35 23.33Student 11 7.33

TOTAL 150 100

Source: Primary data

Inference:

From the above table, it is inferred that 52% of respondents are in salaried and 23.33% of

respondents are housewife and 9.33% of respondents are agriculture and 8% of respondents

are business and 7.33% of respondents are students.

Total 150 sample there occupation is different agriculture, Business, salaried, student and

housewife. In that category the percentage diagram shows salaried are important buyer for

Sago (Sabudana) products.

36

CHART NO: 4

CHART SHOWING OCCUPATION OF THE RESPONDENTS

37

TABLE NO: 5

TABLE SHOWING EATING HABIT OF THE RESPONDENTS

FACTORS NO OF RESPONDENTS PERCENTAGERegularly 28 18.66Often 3 2Sometime 119 79.33Never 0 0

TOTAL 150 100

Source: Primary data

Inference:

From the above table, it is inferred that 79.33% of respondents are consume sometime and

18.66% respondents are consume regularly and 2% of respondents are consume often

38

CHART NO: 5

CHART SHOWING EATING HABIT OF THE RESPONDENTS

39

TABLE NO: 6

TABLE SHOWING BE ACQUAINTED OF THE RESPONDENTS

FACTORS NO OF RESPONDENTS PERCENTAGETraditional Usage 45 30Family Members 64 42.66Internet 12 8Recipes Book 26 17.33

TOTAL 150 100

Source: Primary data

Inference:

From the above table, it is inferred that 42.66% of respondents know about family members

and 30% of respondents know about traditional usage and 17.33% of respondents know about

through recipes book

40

CHART NO: 6

CHART SHOWING BE ACQUAINTED OF THE RESPONDENTS

41

TABLE NO: 7

TABLE SHOWING CONSUMING PERIOD OF THE RESPONDENTS

FACTORS NO OF RESPONDENTS PERCENTAGEMore than six month 16 10.66More than two years 12 8More than ten years 43 28.66More than twenty years 79 52.66

TOTAL 150 100

Source: Primary data

Inference:

From the above the table it is inferred that 52.66% of respondents are consuming more than

twenty years and 28.66% of respondents are consuming more than ten years and 10.66% of

respondents are consuming more than six month

42

CHART NO: 7

CHART SHOWING CONSUMING PERIOD OF THE RESPONDENTS

43

TABLE NO: 8

TABLE SHOWING ACQUISITIONS OF THE RESPONDENTS

FACTORS NO OF RESPONDENTS PERCENTAGESupermarket 38 25.33Retail Outlet 34 22.66Departmental Store 72 48Street Vendors 0 0Merchandise 6 4

TOTAL 150 100

Source: Primary data

Inference:

From the above table, it is inferred that 48% of respondents are purchase in departmental

store and 25.33% of respondents are purchase in supermarket and 22.66% of respondents are

purchase in retail outlet and 4% of respondents are purchase in merchandise and no one

purchase in street vendors.

44

CHART NO: 8

CHARTS SHOWING ACQUISITIONS OF THE RESPONDENTS

45

TABLE NO: 9

TABLE SHOWING ACQUISITIONS PERIOD OF THE RESPONDENTS

FACTORS NO OF RESPONDENTS PERCENTAGEMonthly 68 45.33Often 6 4Some time 76 50.66Never 0 0

TOTAL 150 100

Source: Primary data

Inference:

From the above table, it is inferred that 50.66% of respondent buying sometime and 45.33%

of respondents buying monthly and 4% of respondents buying the product in often and 0%

result in never buying

46

CHART NO: 9

CHART SHOWING ACQUISITIONS PERIOD OF THE RESPONDENTS

47

TABLE NO: 10

TABLE SHOWING PREFERING PERIOD OF THE RESPONDENTS

FACTORS NO OF RESPONDENTS PERCENTAGEDaily 15 10Festival Time 69 46Some Time 66 44Never 0 0

TOTAL 150 100

Source: Primary data

Inference:

From the above table, it is inferred that 46% of respondents are prefer in festival time and

44% of respondents are prefer at some time and 10% of respondents are prefer daily and 0%

of respondents are never prefer the sago product

48

CHART NO: 10

CHART SHOWING PREFERING PERIOD OF THE RESPONDENTS

49

TABLE NO: 11

TABLE SHOWING CHOOSING ASPECT OF THE RESPONDENTS

FACTORS NO OF RESPONDENTS PERCENTAGETaste 83 55.33Purity 0 0Calories 58 38.66Usage 9 6Others 0 0

TOTAL 150 100

Source: Primary data

Inference:

From the above table, it is inferred that 55.33% of respondents are select in taste and 38.66%

of respondents are select in calories and 6% of respondents are select in usage and the purity

and other factors are not select

50

CHART NO: 11

CHART SHOWING CHOOSING ASPECT OF THE RESPONDENTS

51

TABLE NO: 12

TABLE SHOWING CONSUMED OR ELSE OF THE RESPONDENTS

FACTORS NO OF RESPONDENTS PERCENTAGEYes 118 78.66No 32 21.33

TOTAL 150 100

Source: Primary data

Inference:

From the above table, it is inferred that 78.66% of respondents are yes and 21.33% of

respondents are no

52

CHART NO: 12

CHART SHOWING CONSUMED OR ELSE OF THE RESPONDENTS

53

TABLE NO: 13

TABLE SHOWING UNDESIRABLE OF THE RESPONDENTS

FACTORS NO OF RESPONDENTS PERCENTAGEQuality 18 12Cost 81 54Procedure 43 28.66Taste 8 5.33

TOTAL 150 100

Source: Primary data

Inference:

From the above table, it is inferred that 54% of respondents are cost and 28.66% of the

respondents are procedure and 12% of respondents are quality and 5.33 % of respondents are

taste negative

54

CHART NO: 13

CHART SHOWING UNDESIRABLE OF THE RESPONDENTS

55

TABLE NO: 14

TABLE SHOWING RICH MAN FOOD OF THE RESPONDENT

FACTORS NO OF RESPONDENTS PERCENTAGEStrongly Agree 19 12.66Agree 105 70Neither Agree nor Disagree 17 11.33Strongly Disagree 3 2Disagree 6 4

TOTAL 150 100

Source: Primary data

Inference:

From the above table, it is inferred that 70% of respondents are agree and 12.66% of

respondents are strongly agree and 11.33% of respondents are neither agree nor disagree and

4% of respondents are disagree and 2% of respondents are strongly disagree

56

CHART NO: 14

CHART SHOWING RICH MAN FOOD RESPONDENT

57

TABLE NO: 15

TABLE SHOWING DESIRED PACKAGING OF THE RESPONDENT

FACTORS NO OF RESPONDENTS PERCENTAGE100gm 16 10.66200gm 89 68500gm 32 21.331kg 13 8.665kg 0 0

TOTAL 150 100

Source: Primary data

Inference:

From the above table, it is inferred that 68% of respondents are preferred in 200gm and 21.33% of respondents are preferred in 500gm and 10.66% of respondents are preferred in 100gm and 8.66% of respondents are preferred in 1kg and 5kg was not preferred by the respondents

58

CHART NO: 15

CHART SHOWING DESIRED PACKAGING OF THE RESPONDENT

59

TABLE NO: 16

TABLE SHOWING SATISFACTION LEVEOF THE RESPONDENT

FACTORSTASTE QUALITY PRICE

Respondent % Respondents % Respondents %Highly Satisfy 10 6.66 0 0 25 16.66Satisfy 120 80 41 27.33 73 48.66Neither Satisfy 18 12 109 72.66 52 34.66Dissatisfy 2 1.33 0 0 0 0Highly Dissatisfy 0 0 0 0 0 0

TOTAL 150 100 150 100 150 100

Source: Primary data

Inference:

From the above table it is inferred that 150 respondents are select various factors in taste quality and price.

In taste 80% of respondents are satisfy and 12% of respondents are neither satisfy and 6.66% of respondents are highly satisfy and 1.33% of respondents are dissatisfy and all the respondents are didn’t chose highly dissatisfy.

In quality 72.66% of respondents are neither satisfy and 27.33% of respondents are satisfy and all the respondents are didn’t select highly satisfy, dissatisfy and highly dissatisfy.

In price48.66% of respondents are satisfy and 34.66% of respondents are neither satisfy and 16.66% of respondents are highly satisfy and all the respondents are didn’t select dissatisfy and highly dissatisfy.

60

CHART NO: 16

CHART SHOWING SATISFACTION LEVE OF THE RESPONDENT

61

TABLE NO: 17

TABLE SHOWING RANK PREFERENCE OF THE RESPONDENT

FACTOR

MONEY QUALITYAVILABILIT

YBRAND PACKING

NO.R

%NO.

R% NO.R %

NO.R

%NO.

R%

Good 42 28 8254.6

6107 71.33 0 0 35

23.33

Very good

12 8 27 18 18 12 0 0 18 12

Moderate 96 64 33 22 25 16.66 2617.3

374

49.33

Poor 0 0 8 5.33 0 0 10972.6

616

10.66

Very poor 0 0 0 0 0 0 15 10 7 4.66

TOTAL 150100

150 100 150 150 150 100 150 100

Source: Primary data

Inference:

From the above table it is inferred that 150 respondents are given the rank to various factors in taste quality availability brand and packing.

In money 64% of respondents are given the rank is moderate and 28% of respondents are given the rank is good and 8% of respondents are given the rank is very good and all the respondents are didn’t select poor and very poor.

In quality 54.66% of respondents are given the rank is good and 22% of respondents are given the rank is moderate and 18% of respondents are given the rank is very good and 5.33% of respondents are given the rank is poor and all the respondents are didn’t give the rank of very poor.

In availability 71.33% of the respondent are given the rank is good and 25% of the respondent given the rank is moderate and 18% of the respondent is given the rank is very good.

In brand 72.66% of the respondent are given the rank is moderate and 17.33% of the respondent is given the rank is moderate.

In packing 49.33% of the respondent is given the rank is moderate and 23.33% of the respondent is given the rank is good and 12% of the respondent is given the rank is very good and 10.66% of the respondent is given the rank is poor and 4.66% of the respondent is given the rank is very poor.

CHART NO: 17

CHART SHOWING RANK PREFERENCE OF THE RESPONDENT

62

TABLE NO: 18

TABLE SHOWING PREPARATION AND USAGE CONSCIOUS OF THE RESPONDENTS

PARTICULARS NO OF RESPONDENTS PERCENTAGEYes 61 40.66No 6 4I am not sure 83 55.33

Total 150 100

Source: Primary data

Inference:

From the above table it is inferred that 55.33% of the respondent are I am not sure and 40.66% of the respondent are yes and 4% of the respondent are given no.

63

CHART NO: 18

CHART SHOWING PREPARATION AND USAGE CONSCIOUS OF THE RESPONDENTS

64

TABLE NO: 19

TABLE SHOWING CONSUMING RESOLUTION OF THE RESPONDENTS

SAGO STARCH

FACTORS

RESPONDENT

150

% FACTORS

RESPONDENT

150

%

Laddu 32 21.33 Noodles 29 19.33Pudding 0 0 Soup 15 10Uppuma 59 39.33 Vermicelli 14 9.33Chivadi 0 0 Sauce 0 0Payasam 150 100 Ice cream 0 0Pappad 85 56.66 Bread 0 0Halwa 5 3.33 Cake 0 0Vada 2 1.33 Laundry 22 14.66Bonda 3 2 Liquid glucose 0 0

Khichidi 41 27.33 Confectioneries

0 0

Kheer 0 0 Crackers 0 0Honey dew 0 0 Glue 3 2

Pakoda 4 2.66 Custard powder

10 6.66

Varity Rice 72 48Thickening Agent in gravy dishes

26 17.33

Source: Primary data

Inference:

From the above table it is inferred that 150 respondents are consuming Sago and Starch their various things in use directly or indirectly.

In Sago 100% of the respondent are consuming resolution is payasam and 56.66% of the respondent are consuming resolution is papad and 48% of the respondent are consuming resolution is varity rice and 39.33% of the respondent are consuming resolution is uppuma and 27.33% of the respondents are consuming resolution is khichidi and 21.33% of the respondent are consuming resolution is laddu and 3.33% of the respondent are consuming

65

resolution is halwa and 2% of the respondent are consuming resolution is bonda and 1.33% of the respondent are consuming resolution is vada.

In Starch 19.33% of the respondent are consuming resolution is noodles and 17.33% of the respondent are consuming resolution is thickening agent in gravy dishes and 14.66% of the respondent are consuming resolution is laundry and 10% of the respondent are consuming resolution is soup and 9.33% of the respondent are consuming resolution is vermicelli and 6.66% of the respondent are consuming resolution is custard powder.

CHART NO: 19

CHART SHOWING CONSUMING RESOLUTION OF THE RESPONDENTS IN SAGO

CHART NO: 19- (A)

CHART SHOWING CONSUMING RESOLUTION OF THE RESPONDENTS IN STARCH

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TABEL NO: 20

TABLE SHOWING CONSUMING YET OF THE RESPONDENT

FACTORS NO OF RESPONDENTS PERCENTAGEYes 32 21.33No 0 0I am not sure 118 78.66

TOTAL 150 100

Source: Primary data

Inference:

From the above table it is inferred that 78.66% of the respondents are I am not sure and 21.33% of the respondents are yes.

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CHART NO: 20

CHART SHOWING CONSUMING YET RESPONDENT

68

TABLE NO: 21

TABLE SHOWIN PUT FORWARD OF THE RESPONDENT

FACTORS NO OF RESPONDENTS PERCENTAGEYes 7 4.66No 58 38.66I am not sure 85 56.66

TOTAL 150 100

Source: Primary data

Inference:

From the above table it is inferred that 56.66% of the respondents are I am not sure and 38.66% of the respondents are no and 4.66% of the respondents are yes.

69

CHART NO: 21

CHART SHOWIN PUT FORWARD OF THE RESPONDENT

70

TABLE NO: 22

TABLE SHOWIN PRE-EMINENT OF THE RESPONDENT

FACTORS NO OF RESPONDENTS PERCENTAGEDigestibility 12 8Easy to buy 42 28Easy to Prepared 67 44.66Healthy food 38 25.33Fulfilled the Nutrition value 3 2Non durability 0 0

TOTAL 150 100

Source: Primary data

Inference:

From the above table it is inferred that 44.66% of the respondents are easy to prepare and 28% of the respondents are easy to buy 25.33% of the respondents are healthy food and 12% of the respondents are digestibility and 2% of the respondents are fulfilled the nutrition value.

71

CHART NO: 22

CHART SHOWIN PRE-EMINENT OF THE RESPONDENT

72

TABLE NO: 23

TABLE SHOWIN MOST HORRIBLE OF THE RESPONDENT

FACTORS NO OF RESPONDENTS PERCENTAGEPoor Advertisement 84 56Long Cooking time 26 17.33Chemicals 24 16Traditional Manufacturing Methods 16 10.66

TOTAL 150 100

Source: Primary data

Inference:

From the above table it is inferred that 56% of the respondents are poor advertisement and 17.33% of the respondents are long cooking time and 16% of the respondents are chemicals and 10.66% of the respondents are traditional manufacturing methods.

73

TABLE NO: 23

CHART SHOWIN MOST HORRIBLE OF THE RESPONDENT

74

TABLE NO: 24

TABLE SHOWING PROPOSAL OF THE RESPONDENTS

FACTORS NO OF RESPONDENTS PERCENTAGEAdvertisements 63 42Sales promotion 17 11.33Direct marketing 26 17.33All the above 38 25.33Others 6 4

TOTAL 150 100

Source: Primary data

Inference:

From the above table it is inferred that 42% of the respondents are advertisements and 25.33% of the respondents are all the above and 17.33% of the respondents are direct marketing and 11.33% of the respondents are sales promotion and 4% of the respondents are others.

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CHART NO: 24

CHART SHOWING PROPOSAL OF THE RESPONDENTS

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ANOVA TWO WAY CLASSIFICATION

Options Taste Purity Calories Usage Others Total

Daily 15 0 0 0 0 15

Festival Time

68 0 0 0 0 68

Sometimes 0 0 57 9 0 66

Others 0 0 0 0 0 0

Total 83 0 58 9 0 150

CALCULATIONS:

GT = 150

CF = GT2/N = 1502/25

= 900

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SST = ∑Xij2 - CF

= 19676 - 900

= 18776

SSC = (∑Ri2 /C)– CF

= (10334/5) - 900

= 1166.8

SSR = (∑Ci2 /C)– CF

= 9342 - 900

= 968.4

SSE = SST- (SSR + SSC)

= 18776 – (968.4+1166.8)

= 16640.8

MSC = SSC/C-1 = 1166.8/4 = 291.7

MSR = SSR /R-1 = 968.4/4 = 242.1

MSE = SSE/(C-1) (R-1) = 16640.8(4)(3) = 1386.73

ANOVA TABLE

Source of variation

Sum of square

Degree of freedom

Mean sum of square F-Ratio

Between column (SSC)

1166.8 4 291.7 72.9

Between row (SSR)

968.4 3 242.1 80.7

Error (SSE) 16640.8 12 1386.7

Total SST=18778 N-1=19

F calculated value is greater than (<) F table value.

So ……. H01 and H0

2.

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79

FINDINGS

FINDINGS

It is found that 79.33% of the respondents are consume sometime

It is found that 42.66% of the respondents are acquainted by family members

It is found that 52.66% of the respondents are consuming more than 20 years

It is found that 48% of the respondents are acquisition from departmental

stores

It is found that 50.66% of the respondents are acquisition period is sometime

It is found that 46% of the respondents are preferring period is festival time

It is found that 50.33% of the respondents choosing aspect is taste

It is found that 78.66% of the respondents consumed or else is yes

It is found that 54% of the respondents undesirable factor is cost

It is found that 70% of the respondents are agree the statement of it is Rich

man food

It is found that 68% of the respondents are desired packaging size is 200gms

It is found that 80% of the respondents are satisfy its taste

It is found that 72.66% of the respondents are neither satisfy its quality

It is found that 48.66% of the respondents are satisfy its price

It is found that 64% of the respondents are given the rank is moderate in its

value of money

It is found that 54.66% of the respondents are given the rank is good in its

quality

It is found that 71.33% of the respondents are given the rank is good in its

availability

It is found that 72.66% of the respondents are given the rank is moderate in its

availability of brands

It is found that 49.33% of the respondents are given the rank is moderate in its

packing

It is found that 55.33% of the respondents preparation and usage conscious is

very low

It is found that 100% of the respondents are consuming resolution about Sago

is payasam

It is found that 19.33% of the respondents are consuming resolution about

starch is noodles

It is found that 78.66% of the respondents are I am not sure to consuming the

Sago again 80

It is found that 56.66% of the respondents are I am not sure to put forward

It is found that 44.66% of the respondents pre-eminent factor is easy

preparation

It is found that 56% of the respondents feel of worst factor is poor

advertisement

It is found that 42% of the respondents are promote with advertisement

RECOMMENDATIONS81

RECOMMENDATIONS

The suggestions are collect from public for to develop the Sago Products.

The most of the people to give suggestions about the advertisements.

They can improve the quality with favor prices.

To reduce the traditional manufacturing methods and chemical content volume.

To improve more productivity and also the level of consumptions.

To improve the brand name among the public, because brand name is very important

to every product now people, to ask the product to it their brand name.

To improve in the packaging.

CONCLUSION82

CONCLUSION

A study was conducted the duration of 2 months. Customers were directly and indirectly interviewed by questionnaire through the survey method. The findings and suggestion on the basis of objectives of the study.

Consumer Perception will help to learn consumer consuming attitude. In Sago products not get much more awareness from Salem District compare to North side so kindly to improve the advertisements and other improvements process.

To concentrate the promotional strategies through Medias to improve the consuming level and introduced the brand to identify the Sago products. Because more number of people consumed the sago but didn’t know about the knowledge. So kindly improve the advertisement and give more awareness to the people. The study was tried to analyse the consumers perception have to be attained.

BIBLIOGRAPHY83

BIBILIOGRAPHY

REFERENCE BOOKS

Philip Kotler on Marketing Management

C.R.Kothari on Research Methodology

S.C.Gupta on Fundamentals of Statistics

WEB SITES

www.bpotimes.com

www.managementorg.com

www.answers/topic/consumerbehavior.com

Company Address

Special Officer/Managing Director,

SAGOSERVE,

Jagirammapalayam(Post),

Omalur Main Road,

Salem-636 302.

Email : slm_mdsago@yahoo.co.in

Telephone No:Office : 0427 - 6535446, 6535447, 6535448, 6535449, 6536455

Fax Number : 0427-2345428.

M.D. Personal Number : 0427- 2345673 & 6536600

Website : www.sagosere.com

Email : slm mdsago@yahoo.co.in

APPENDIX /

ANNEXURE84

“A STUDY ON CONSUMER PERCEPTION ON SAGO PRODUCTS”

(With Special Reference in Salem District)

QUESTIONNAIRE

Dear sir/madam,

I am MBA, Research Scholar in management from Vysya Institute of Management

Studies, Salem-636 103. I have undertaken A Study on consumer behaviour towards Sago

(Sabut-dana) products in SAGOSERVE Salem. For this study, I kindly request you to

respond this questionnaire accordingly by ticking your appropriate answer.

Thank you, C.Sukumar.

I. Personal Information:

1. Name :

2. Age : (a) 20-30 years [ ] (b) 31-45years [ ] (c) above 45years [ ]

3. Gender : (a) Male [ ] (b) Female [ ]

4. Place : (a) Urban [ ] (b) Rural [ ] (c) Semi Urban [ ]

5. Occupation : (a) Salaried [ ] (b) Agriculture [ ] (c) Business [ ]

(d) House wife [ ] (e) Student

II. Questionnaires:

1. Do you have the habit of eating the Sago (Sabut-dana) products?

(a) Regularly [ ] (b) Often [ ] (c) Sometime [ ] (d) Never [ ]

2. How did you come to know about the Sago (Sabut-dana) product?

(a) Advertisements [ ] (b) Traditional usage [ ] (c) Family members [ ]

(d) Internet [ ] (e) Recipes Books [ ]

3. How long have you been using the Sago (Sabut-dana) products?

(a) More than six month [ ] (b) More than two years [ ]

(c) More than ten years [ ] (d) More than twenty years [ ]

4. Place of purchase?

(a) Supermarket [ ] (b) Retail outlet [ ] (c) Department store [ ]

(d) Street vendors [ ] (e) Merchandise

5. When will you buy the Sago (Sabut-dana) product?

(a) Monthly [ ] (b) Often [ ] (c) Sometime [ ] (d) Never [ ]

6. When will you prefer to eat Sago (Sabut-dana) product?

(a) Daily [ ] (b) Festival time[ ] (c) Sometime [ ] (d) Never [ ]

7. On what basis you select Sago (Sabut-dana) product?

(a) Taste [ ] (b) purity [ ] (c) Calories [ ] (d) usage [ ]

(d) Others________

8. Whether you have consumed Sago (Sabut-dana) product or not? If no what is your

alternate product? ___________________________

9. Why don’t you prefer to use sago (Sabut-dana) product unlike other product?

(a) Quality [ ] (b) Cost [ ] (c) Procedure [ ] (d) Taste [ ]

10. Do you agree the Sago (Sabut-dana) product is a Rich Man Food?

(a) Agree [ ] (b) Strongly Agree [ ] (c) Disagree [ ]

(d) Strongly Disagree [ ] (e) Neither Agree nor Disagree [ ]

11. What package size you prefer to buy in Sago (Sabut-dana) products?

(a) 100gm [ ] (b) 200gm [ ] (c) 500gm [ ] (d) 1kg [ ]

(e) 5kg [ ]

12. Indicate your satisfaction level?

FACTORS Highly Satisfy Satisfy Neither Satisfy DissatisfyHighly

Dissatisfy

Taste85

Quality

Price

13. Rank the following factor of Sago (Sabut-dana) product?

FACTORS Good Very good Moderate Poor Very poor

Value for Money

Required Quality

Availability

Various Brands

Packing

14. Do you know about the preparation and usage of Sago (Sabut-dana)?

(a) Yes [ ] (b) No [ ] (c) I am not sure [ ]

15. Please specify the purpose for which sago is used in your home?

SAGO STARCH

Laddu Noodles

Pudding Soup

Uppuma Vermicelli

Chivadi Sauce

Payasam Ice cream

Pappad Bread

Halwa Cake

Vada Laundry

Pakoda Custard powder

Bonda Liquid glucose

Khichidi Confectioneries

Kheer Crackers

Honey dew Glue

Varity Rice Thickening Agent in gravy dishes

16. Would you use the Sago (Sabut-dana) product again?

(a) Yes [ ] (b) No [ ] (c) I am not sure [ ]86

17. Would you suggest your friends or relatives to uses the products?

(a) Yes [ ] (b) No [ ] (c) I am not sure [ ]

18. What is the best feature of Sago (Sabut-dana) product?

(a) Digestibility [ ] (b) Easy to buy [ ] (c) Easy to Prepared [ ]

(d) Healthy food [ ] (e) Fulfilled the Nutrition value [ ] (f) Non durability [ ]

19. What is the worst feature of Sago (Sabut-dana) Product?

(a) Poor Advertisement [ ] (b) Long Cooking time [ ] (c) Chemicals [ ]

(d) Traditional Manufacturing Methods [ ] (e) Others____________

20. State which type of promotional strategies can be adopted to promote Sago

(Sabut-dana)?

(a) Advertisements [ ] (b) Sales promotion [ ] (c) Direct marketing [ ]

(d) All the above [ ] (e) Others__________________________

21. Your comment and suggestions regarding to Sago (Sabut-dana)?

1.

2.

3.

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