“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. Â 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
66
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.
67
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.
75
CHART NO: 24
CHART SHOWING PROPOSAL OF THE RESPONDENTS
76
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
77
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 : [email protected]
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 [email protected]
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.
8287
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