Haldiram

Project Report on

“A comparative study on consumer buying behavior towards HALDIRAM’S sweets and other local sweets mart with reference to Gondia city”

Submitted in partial fulfillment for the requirement of award of Bachelor of Business Administration of R.T.M. Nagpur University, Nagpur

Submitted by Jigna M. Patel (B.B.A. Final year) Under Guidance of Prof.B.M.Jasani

DEPARTMENT OF BACHELOR OF BUSINESS ADMINISTRATION NATWARLAL MANIKLAL DALAL COLLEGE, GONDIA 2013-2014

DEPARTMENT OF BACHELOR OF BUSINESS ADMINISTRATION

Certificate This is to certificate that Jigna M. Patel a bonafide student of B.B.A. final year in department of Bachelor of Business Administration N.M.D. College, Gondia for the season 2013-2014.She has completed her project work entitled.

“A comparative study on consumer buying behavior towards HALDIRAM’S sweets and other local sweets mart with reference to Gondia city”

Under the guidance of Prof.B.M.Jasani on the subject approved by the department. This project is submitted to R.T.M. NAGPUR UNIVERSITY in the partial fulfillment of requirement for the degree of Bachelor of Business Administration.

Prof. K.R. Hotchandani (Coordinator) Department of B.B.A. N.M.D. College, Gondia

Prof. Y. Nasre Principal Department of B.B.A. N.M.D. College, Gondia

Certificate of Guide This is to certify that Jigna M. Patel a student of B.B.A.Final year in the department of Bachelor of Business Administration, N.M.D. College, Gondia, has completed her dissertation entitled-

“A comparative study on consumer buying behavior towards HALDIRAM’S sweets and other local sweets mart with reference to Gondia city”

Under the guidance 1. The candidate has successfully conducted research for not less than academic year. 2. The project is the result of the candidate’s own work and is of sufficiently high standard to warrant its presentation to R.T.M. Nagpur University in partial fulfillment of requirement for degree of BACHELOR OF BUSINESS ADMINISTRATION.

Project guide

Prof. B.M. Jasani Dept. Of B.B.A N.M.D. College, Gondia

Acknowledgement

My project is designed to sensitize the student to the nuances of academic research and application of concepts in the real work by assigning time-bound projects as a part of the curriculum. It enables student to experience theory in the practice and they are put through the rigors of research work. I am thankful to my research guide Prof. Reeti Mishra, for her excellent guidance and timely correction. Without her help the report would not have taken its present shape. The faculty at the institute has constantly been a guiding force. I would like to convey my special thanks to Principal Prof. Y. Nasre and Prof. K.R. Hotchandani, coordinator, Dept. of B.B.A. Last but not the least; I would like to thank the supporting staff for always being with us during the making of our research report. Our thanks are extended to the librarians and the system administrator at the computer lab.

Jigna M. Patel (B.B.A. Final year) Department of bachelor of Business Administration N.M.D. College, Gondia

Declaration I hereby declare that this project work, entitled “A comparative study on consumer buying behavior towards HALDIRAM’S sweets and other local sweets mart with reference to Gondia city” is the result of my own work under guidance of Prof. B.M. Jasani and that the same has not been previously submitted by me to R.T.M. Nagpur university or any other University.

Jigna M. Patel (B.B.A. Final year) Department of bachelor of Business Administration N.M.D. College, Gondia

TABLE OF CONTENT (INDEX)

S.NO.

CONTENT

1.

Introduction

2.

Objectives

3.

Hypothesis

4.

Company Profile

5.

Product Profile

6.

Research Methodology

7.

Data Analysis & Interpretation

8.

Hypothesis Testing

9.

Finding

10.

Conclusion

11.

Limitation

12.

Suggestion

13.

Bibliography

14.

Annexure

INTRODUCTION HALDIRAM Haldiram was founded in Bikaner, Rajasthan by ShivkisanAgrawal in the year 1937. Haldiram‟s is one of the largest sweets & snacks maxnufacturers in India. This 4 million dollar brand exports its products to several countries worldwide including Pakistan, Canada, Australia, Srilanka, Singapore, Malaysia, Hong Kong, Japan, Kenya, Libya, South Korea and United Kingdom. In addition to these packaged products, Haldiram has its own outlets where it sell sweets and eatables. It also has a range of restaurants in the various tier-I and tierII cities of the country. Haldiram‟s product in Delhi and the NCR are sold under the brand name of “Haldiram”, which is the original Haldiram family. Products in the Kolkata region are sold under the brand name of “Haldiram‟s Prabhuji” or “Haldiram Bhujiawala” while products in the Nagpur region are sold under the brand name of “Haldiram‟s Nagpur”.

The marketing strengths of Haldiram‟s are quality, R&D, manpower, pricing, latest technology, and its loyal customer, whereas its major weakness include old management style, low ad budget, and manual and semi-automatic manufacturing. Growing food industry and purchasing power in India are the opportunities, it can encash; the major threats for this brand include increasing competition from foreign players and local manufacturers. It has also added some bakery items, dairy products, papads, syrups, pickles, dalmoth, petha, kesar laddus, and ice-creams to its kitty recently. Fruit flavored sherbets and cold drinks are offered at their outlets in summer. There are 30 varieties of Namkeens alone that they offer. It‟s the first company to brand Namkeens. It is known for high quality and hygiene standard. The chain has strong distribution network with numerous retail outlets throughout India.

OBJECTIVES

To study demographic characteristics of respondent. To study the different factors affecting buying behaviour of the consumer. To study the consumer perception about Haldiram‟s sweets. To study the consumer perception about local sweets. To analysis the relationship of demographic characteristic and buying behaviour of the consumer. To compare market share of haldiram sweets and other local sweets.

HYPOTHESIS

 H1: The buying behaviour of the consumer is the independent of their personal background.

 H2: The awareness level about Haldiram sweets than local sweets is comparatively low.

 H3: The distribution and availability of Haldiram sweets is the major factor affecting its sales.

 H4: Market share of haldiram sweets is less than local sweet marts.

Company Profile

The Haldiram‟s Group had emerged as a household name for ready-to-eat snack foods in India. It had come a long way since relatively humble beginning in 1937 as a small time sweet shop in Bikaner, in the Rajasthan state of India. In 2001, the turnover of the Haldiram‟s was Rs. 4 billion. The group had presence not only in India but in several countries all over the world. Till the early 1990s, Haldiram,s comprised of three units, one each in Kolkata, Nagpur and New Delhi.

The Agrawals family that owned Haldiram‟swere always conscious of the need to satisfy customers in order to grow their business. The company offered a wide variety of traditional Indian sweets and snacks at competitive prices that appealed to people belonging to different age groups. It was the first company in India to brand „namkeens‟. The group also pioneered new ways of packaging namkeens. Its packaging techniques increased the shelf life of namkeens from less than a week to more than six months. It was also one of the first companies in India to open a restaurant in New Delhi offering traditional Indian snack food items such as “panipuri,” “chatpapri,” and so on, which catered to the needs of hygiene conscious non-resident Indians and other foreign customers.

Since the very beginning the brand „haldiram‟s‟ had been renowned for its quality products. The company employed the best available technology in al its manufacturing facilities in India. Given the increasing popularity of Haldiram‟s products, the group planned to expand its operation.

Haldiram’s is a member of the following food associations from India and abroad: 1. APEDA (Agriculture and Processed food Products Export Development Association) India 2. ITPO (India Trade Promotion Organization) 3. SFA (Snack Food Association) 4. ESA (European Snacks Association)

Mission: We strive to be global leaders and providers of world class authentic and premium Indian food & Snacks. Haldiram is committed to supplying its customers with the finest, high quality products and thereby nourishing the experience of everyone we serve.

Vision: Haldiram envision becoming a leading food corporation with diverse range of food and snacks products. We would endlessly work towards creating a brand which is synonymous to Taste & Hygiene. Along with being the premier food company we also look forward to be the best in terms of customer value & customer service.

Product Profile

The sweets which we are distributing are mainly divided into five1. 2. 3. 4. 5.

Badam Sweets Kaju Sweets Ghee Sweets Khoya or milk sweets Bengali sweets

BADAM SWEETS Badam or Almonds have been for years an integral part of our country‟s food culture. It is said that an almond a day keeps the body mind and soul healthy. And in a bid to save you the time of getting raw almonds and then peeling them, we at Kaleva offer you a range of Badam sweets, probably the largest and widest range in the country. But we would rate BadamGulab, Roll and tiranga as a must try for anyone who visits us.

Haldiram’s have 12 varieties in Badam Sweets BadamBurfi BadamTiranga BadamLauge BadamSangam Badam Cake Badam Roll

BadamPistaKesar BadamKalash Badam Dhoti BadamPhool Badam Roti BadamJalebee

KAJU SWEETS If Badam occupies a special place in our range how can cashew nuts or kaju be far. We are sure that the kajurangearemouthwatering. If burfis don‟t interest you, we have enough variation to leave you spell bound. Our range of kalash, dhoti, dilkush are sure to take you back in to the golden years.

Haldiram’s have 16 varieties in Kaju Sweets KajuBurfi KajukesarBurfi KajukesarRol Kaju lemon KajuGhujia Kaju Samosa AnjeerBurfi KajuGulukandBurfi

KajuPista Dhoti KajuPiatsPhool KajuPistaKalash KajuPistaDilKhush KajuPistaTarbooj ShahiBurfi Kaju Chocolate Burfi KajukesarPista Kashmiri

GHEE SWEETS We have sworn to keep India healthy, fit and fine. For this we have an extensive range of ghee or non pasteurized butter sweets. No celebration in India is complete without theser sweets. And if you taste one, we are sure you would be back for more. Being health conscious we take special care to use highly unsaturated ghee and easily digestible raw materials.

Haldiram’s have 32 varieties in Ghee Sweets Moong Dal Burfi DilKhushalBurfi BadamPini KajuPini Shahipini BaluShahi KesarGhujia SadaBaharGhujia Samosa Ghujia Chandra kala Long Lata SatpuraGhujia GheeyakeBurfi Mysore Pak Sohan Cake Sohan Role

Nutty Buttty Karachi Halwa SohanHalwa SohanPapri BadamPatisa Patisa Imarti LalkalaChotaJamun Kala Jamun GulabJamun MavaKachori ShahiDodaBurfi LachchaDodaBurfi DodaBurfi Moti Pak SevBadamBurfi

KHOYA OR MILK SWEETS Tradition plays a major role in Khoya sweets with preparation methods quite sacred. The longer you stir the faster it melts in your mouth leaving you asking for more. Our range include the all time favorite milk cake, pink burfi and kesarpada.

Haldiram’s have 16 varieties in Khoya Sweets BikaneriBurfi PistaBurfi MewaBurfi KesarMewaBurfi BadamPistaBurfi KajuPistaBurfi TirangaBurfi Pink Burfi

Milk Cake Kalakand Mathura Pada KesarPada KheerKadam GolaKesarBurfi Chocolate Burfi Raj Burfi

BENGALI SWEETS It is not surprising that despite being North India based, we have developed an expertise in Bengali sweets. We can say for sure that no one prepares Bengali sweets the way Haldiram‟s do. Haldiram‟s rossogollas, probably the softest, are prepared after more than ten hours of milk stirred at low flame. For the calorie conscious, Haldiram‟s have the dite range which involves sugarless preparation. Apart from rossogollas, Haldiram‟s have a wide range of sandesh, Anurodh and Pakiza. Haldiram‟s export range also includes Bengali sweets.

Haldiram’s have 40 varieties in Bengali Sweets Raushgulla Rajbhog RasMalai Chena Murge Dry Chena Murge Chak-Chak Ilu Ilu Cup Indrani Cup Fruit Cream Cup MalaiRabri MalaiKhurchan RasBhari Cham-Cham Malai Chap Ras Raj KesarMadhuri Chena Toast Chandra Kala Heera Mani Badam Cream Pista Cream

Pista Roll Sandesh Cream Kali Anar Kali HeerRanjha Dilbahar Pink Rasgulla Pakiza Malai Pan KhajoorGudSandesh Sandesh Kesar Roll KesarBurfiSandesh KacchaGolaSandesh Milk Round MalaiAnurodh Malai Roll Ganga JamunaSangam Badam Kali BadamBhog BadamNoori

RESEARCH METHODOLOGY Research in common parlance refers to a search for knowledge. Once can also define research as a scientific and systematic search for pertinent information on a specific topic. The purpose of research is to discover answer to questions through the application of scientific procedures. The main aim of research is to find out the truth which is hidden and which has not been discovered as yet. Research methodology is a way to systematically solve the research problem. It may be understood as a science of studying how research is done scientifically. It is necessary for the researchers to know not only the research methods/technique but also the methodology. The methodology that was adopted for the study includes both primary source of data as well as secondary source of data. The methodology of the study can be explained as follows:

PRIMARY DATA:

The primary data are those which are collected for the first time, we can obtain primary data either through observation or through direct communication with respondents in one form or through personal interview. There are several methods of collecting primary data, but in this research work primary data collected by using questionnaire.

1. Detailed analysis of data‟s are very useful for plotting different graphs and tables which can be easily understandable. 2. Than by observing these graphs we have made our conclusions and recommendations.

3. Primary data is collected through:  Personal interview  Observation

SECONDARY DATA:

Secondary data means data that are already available i.e. they refer to the data which have been already been collected and analyzed by someone else. When the researcher utilizes secondary data, then he has to look into various sources from where he can obtain them. Secondary data may either be published data or unpublished data. In this research work, secondary data collected through the

 Internet  Company booklets etc.

SAMPLE SIZE: Sampling may be defined as the selection of some part of an aggregate on the basis of which a judgement or inference about the aggregate is made. For making this project we used 100 sample sizes.

SAMPLING TYPE: Convenient Sampling Method is used in this project.

1} Which branded sweet you prefer particular in Gondia region? Branded sweets

% of preference

Haldiram’s sweets Shyam Sundar sweets Vaishali Rajpurohit sweet Kamdhenu sweets

59% 23% 10% 8%

% of Preference Haldiram's sweet

Shyam Sundar sweet

Vaishali Rajpurohit sweet

Kamdhenu sweet

8% 10%

23%

59%

INTERPRETATION In above pie chart we see the position of various sweets in GONDIA. We can see that HALDIRAM’s SWEETS is enjoying the position of market leader and followed by SHYAM SUNDAR SWEET as close second in the market.

2} Which sweet you prefer most out of all product range of Haldiram and its competitors? Product Range

% of Haldiram’s

% of competitors

Soan papdi Rasgulla Gulab jamun Rasmalai Other sweet

60% 50% 40% 35% 55%

40% 45% 50% 40% 40%

60 50 40 30

Haldiram (Market share)

20

Competitors (Market share)

10 0

INTERPRETATION Above graph showing % market share of HALDIRAM‟s and its COMPETITORS in different type of sweets. As mentioned in the above graph, Haldiram‟s is enjoying the leader position in the market having highest market shares which are followed by the market challengers.

3} How did you get to know about Haldiram’s Sweets that you have at present? Different way to know about Haldiram sweets Advertisement Friend’s recommendation Family information Dealer’s recommendation

% of awareness 29% 25% 10% 36%

% of awareness Advertisement

Friends

Family member

Dealer's

29%

36%

10%

25%

INTERPRETATION Above pie chart indicates that the 36% customers of the Haldiram sweet are recommend by the dealers. But due to the advertisement of the haldiram sweet 29% customer are consumed this. Whereas from friend 25% and from family 10% customer are aware.

4} Are you satisfied with the features and quality of Haldiram’s sweets? Satisfaction

% Of satisfaction

Yes No

80% 20%

SATISFACTION 100% 90% 80% 70% 60% 50%

NO

40%

YES

30% 20% 10% 0% Satisfaction

INTERPRETATION The above chart shows that 80% people are fully satisfied with Haldiram‟s sweet and 20% people are disappointed with quality of haldiram sweets.

5} If you are going to purchase a sweet than to whom you give first preference? Consumer Preference

% Of consumption

Haldiram Others

70% 30%

% of Consumption 80 70 60 50 40

% of Consumption

30 20 10 0 Haldiram's

Other

INTERPRETATION Here is the consumer preference for consuming Haldiram‟s sweets. Though the rate of Haldiram‟s sweet is high but the consumer prefers the same because its quality. Now a day‟s consumer are ready to pay even some more for getting quality product. The people who are financially sound they go for the quality product i.e. Haldiram‟s sweets.

6} What are the things that you look while purchasing a sweets? Things that you look while purchasing Taste Quality Packaging Price

% of choosing 44% 27% 13% 16%

Sweets Price 16% Packaging 13%

Taste 44%

Quality 27%

INTERPRETATION The above pie chart show that the 44% people give first preference to Taste while purchasing the sweet. After that they give preference to Quality and then Price and at last it‟s Packaging.

7} What is your overall opinion about Haldiram’s sweets? Opinion

No. of respondent

Very bad Bad Neither bad nor good Good Very good

2 10 20 50 18

Opinion 50 40 30 Opinion

20 10 0 Very Bad

Bad

Neither Bad nor Good

Good

Very Good

INTERPRETATION Here more than 50% respondent give Good opinion to the Haldiram‟s sweets and 16% respondent give Very Good opinion. But due to its price and quality some respondent do not give good opinion to the Haldiram‟s sweets.

HYPOTHESIS TESTING H1: After analyzing the data hypothesis 1 is accepted that the buying behaviour of the consumer is independent of their personal background. H2: Hypothesis 2 is rejected because the sales are more of haldiram’s sweets as compare to local sweet. H3: Hypothesis 3 is accepted only due to the distributions and availability of Haldiram sweets which directly increase its sales. H4: As increase in sales of haldiram’s sweet the market share is more as compared to local sweet so hypothesis 4 is rejected.

Finding  About 36%, 29% and 35% respondents are come to know about the haldiram‟s sweet from Dealers, Advertisement and Friends/Family.  About 44% and 27% respondent are purchasing Haldiram‟s sweet only due to its Taste and Quality.  Most of respondents purchase sweet on festival or in any happy occasions.

Conclusion 1. It is good for Haldiram‟s company that majorities of people are aware about its brand that haldiram‟s sweets earned image in the eyes of the customers. 2. The people or consumer resides in Gondia demands more for haldiram‟s sweet as it provide varieties of sweets of every range as per the wants. 3. Haldiram‟s secure the place of leader having maximum product line in sweets. 4. A large number of respondents like the design or packaging of the Haldiram‟s sweet which attract more and more customer.

Limitation 1. The survey is limited up to Gondia region. 2. The study does not involve much of secondary data. 3. Due to non-availability of the concerned persons question remained unanswered.

Suggestion 1} Company and dealer are suggested to concentrate on advertising print media like Hoarding, Magazines, and advertising Banner. So it can help both them to increase their sale. 2} No. of competitors entered in the market so consumer are shifting towards others. So, company is suggested to less the price of their product to attract their customer and concentrate on consumer by creating more dealers in city.

Bibliography In order to make this project have taken the help of the following websites & books:

Websites  www.wikipedia.com  www.haldiram‟s.com  www.google.com

Books  Research Methodology ( C.R. Kothari )  marketing management

Questionnaire A} Demographic 1] Name of Respondent______________ 2]Please mention your age group     

18-20 21-25 26-30 31-35 36-ABOVE

3] Gender  Male  Female 4] Please mention your occupation     

Professional Businessmen Student First Salaried Others

B} If you are going to purchase a sweet than to whom you give first preference and why?  Haldiram  Local

C} Which branded sweet you prefer particular in Gondia region?

 Haldiram‟s sweets  Shyam Sundar sweets  Vaishali Rajpurohit sweet  Kamdhenu sweets

D} If you were to recommend a sweet would you recommend anyone haldiram‟s sweets?  Yes  No

E} What are the things you look while purchasing a sweets?    

Taste Packaging Quality Price

F} How did you get to know about Haldiram‟s sweet that you have at present?    

Advertisement Friend‟s recommendation Dealer‟s recommendation Family recommendation

G} Are you satisfied with the features and quality of Haldiram‟s sweets?  Yes  No H} Which sweet you prefer most out of all the product range of Haldiram?     

Soan papdi Rasgulla Gulabjamun Royal celebration Other sweets

I} Would you be a loyal customer of this product in future also?  Yes  No J} What is your overall opinion about Haldiram‟s sweets?     

Very bad Bad Neither bad nor good Good Very Good