A Project Study Report On Training Undertaken at
“CONSUMER BEHAVIOUR TOWARDS IN PARLE PRODUCT” Submitted in partial fulfillment for the Award of Degree of Master of Business Administration
Submitted By :
Submitted to :
MD.MANWAR KHAN
Ms. Padma sharma
MBA III SEM
Faculty
ARYA COLLEGE OF ENGINERRING & RESEARCH CENTRE 2010-12 1
PREFACE
We look our training at Parle product . During the training was to get an overview of the food Industry of Nimrana. It was a first hand experience to get exposed to the professional set-up and face the Food Industry, which was really a great experience. Training period was a learning experience. When business is involved, an experience counts a lot. experience are an instrument, which leads towards success. Working with Parle Product. has been a pleasure. I take this opportunity to present the project report and sincerely hope that it will be as much knowledge enhancing to the readers as it was to use during the fieldwork and the compilation of the report.
2
ACKNOWLEDGEMENT
I express my sincere thanks to my project guide Ms. Padma Sharma (Faculty) Management Deptt., Arya College of Engineering & Research Centre for guiding me right from the inception till the successful completion of the project. I sincerely acknowledge her for extending their valuable guidance, support for literature, critical reviews of project and the report and above all the moral support he had provided to me with all stages fo this project. I am also thankful to our H.O.D Sir Dr.Manish Jain encouragement and moral support has been a source of inspiration to me.
Md. Manwar Khan
3
INDEX
Introduction to the industry
Research methodology Title of the Study Objective of Study Type of Research Sample Size and method of selecting sample Scope of Study Limitation of Study
Facts & Finding Analysis & Interpretation Conclusion Recommendation & suggestion Quessionarrie Bibiliography
4
Introduction of industry
PARLE is the market leader in the organized biscuit and candy market in India. Biscuits contribute to more than 80% of Parle’s total turnover. Other products include cookies and candys.
The biscuit market in India is estimated to be 1.1mn tpa, valued at
Rs35bn. The unorganized sector accounts for over 50% of the market. The market has been growing at a CAGR of 6-7% pa. Per capita consumption of biscuits is estimated at a low 1.5kgs, reflecting the huge potential for growth. Manufacturing was reserved for small-scale up to 1997, which put large players at a disadvantage. In the organized sector, Parle and Britannia are the only national players with dominant market shares. Other organized players include domestic players like Bakeman’s, Champion, Quality, Priya and MNC’s like Smith Kline Consumer, Kellogg’s, Sara Lee, Heinz, Excelsia (Nestle) and United Biscuits.
5
INTRODUCTION TO THE ORGANIZATION
Board of Directors Board of Directors as on Chairman : Vijay Kanti Lal Chauhan Managing Director :
MR. Pitamber Mohan Lal MR .Narotam Mohan Lal MR .Kanti Mohan Lal MR. Vijay Kanti Mohan Lal MR. Shard Pitamber Chauhan MR. Shard Kanti Lal Chauhan
Plant location : MUMBAI 6
NIMRANA BAHADURGARH BANGLORE
Parle core businesses constitute of Bakery and Candy products. Bakery products account for 90% of the revenues. Candy products contribute to 10% of Parle’s annual turnover of Rs13.38bn. Biscuits (82.7% of turnover) Revenues from biscuit were Rs11.07bn in FY01. The company sold 214,214 tons of biscuits registering a volume growth of 11% yoy. Biscuit sales in value terms registered a 13.2% yoy growth. Parle has a 40% volume share and 48% value market share in the organized biscuit market. The company presently has an installed capacity of 111,000 tons for biscuits. Production in FY01 was 59657 tons against 62034 tons in FY00. Over 70% of biscuits sold are outsourced by the company.
Candy Products (9.8% if turnover) The company's diversification into candy business has been successful. Candy product sales were Rs. .87bn in FY01. 7
Profit & loss account (Rs mn)
Period ended
03/99
03/04
03/05
03/06
No. of months
12
12
12
12
Gross Sales
8,478.4
10,301.4
11,698.4
13,384.2
Excise Duty
(235.7)
(277.7)
(302.9)
(525.1)
Net sales
8,242.7
10,023.8
11,395.5
12,859.0
Other income
113.4
130.6
159.1
161.2
Total income
8,356.1
10,154.4
11,554.6
13,020.2
Raw materials
2,863.4
3,653.2
4,042.1
3,880.7
Stock adjustment (Inc)/ Dec (52.3)
(33.7)
(45.2)
(114.9)
Purchase of finished goods 949.6
1,224.7
1,257.3
1,850.1
Cost of material
3,760.7
4,844.1
5,254.2
5,615.9
Employee cost
725.7
829.1
904.5
953.0
Power & fuel
107.7
123.2
161.2
152.9
525.2
584.0
770.1
852.9
Freight & forwarding
318.5
401.0
471.5
613.8
Other expenses
2,326.9
2,632.1
2,957.8
3,519.6
Cost of sales
7,764.6
9,413.6
10,519.2
11,708.1
PBIDT
591.4
740.8
1,035.5
1,312.2
Interest & finance charges
49.2
6.3
73.2
100.9
PBDT
542.2
734.5
962.3
1,211.3
Depreciation
118.2
158.9
171.8
188.9
PBT
424.0
575.6
790.5
1,022.4
Advertising/
promotion/
public
8
Provision for taxation
134.7
180.0
260.7
434.1
-
-
(19.6)
117.1
Adjusted PAT
289.3
395.6
510.2
705.4
Dividend payout
102.1
113.4
139.1
168.8
Forex inflow
64.4
39.6
29.4
23.5
Forex outflow
128.2
148.9
159.1
129.4
150.4
577.0
283.1
69.0
165.3
630.6
320.0
88.9
167.3
405.5
207.9
592.0
Gross sales
102.9
102.8
102.7
104.1
Excise duty
(2.9)
(2.8)
(2.7)
(4.1)
Net sales
100.0
100.0
100.0
100.0
Other income
1.4
1.3
1.4
1.3
Total income
101.4
101.3
101.4
101.3
Cost of material
45.6
48.3
46.1
43.7
Employee costs
8.8
8.3
7.9
7.4
Selling expense
10.2
9.8
10.9
11.4
Other expenses
28.2
26.3
26.0
27.4
Cost of sales
94.2
93.9
92.3
91.0
5.8
6.1
7.7
9.0
Extraordinary items/ Prior year adj.
Book
value
of
quoted
investments Market
value
of
quoted
investments Contingent liabilities RATIOS As % of net sales
Profitability ratios (%) PBIDT excl. other income
9
PBIDT
7.2
7.4
9.1
10.2
PBDT
6.6
7.3
8.4
9.4
Profit before tax
5.1
5.7
6.9
8.0
Profit after tax
3.5
3.9
4.5
5.5
Net sales
13.5
21.6
13.7
12.8
PBIDT
61.0
25.3
39.8
26.7
PBT
43.8
35.8
37.3
29.3
PAT
61.8
36.8
29.0
38.3
Tax (% of PBT)
31.8
31.3
33.0
42.5
Dividend (% of PAT)
35.3
28.7
27.3
23.9
Period ended
03/98
03/99
03/00
03/01
No. of months
12
12
12
12
Biscuits
7,248.0
8,621.6
9,783.7
11,073.0
Candy
169.8
237.4
242.3
271.4
Biscuits (Ton)
144,213.0
167,467.0
192,646.0
214,214.0
Candy
2,249.0
2,809.0
3,003.0
3,082.0
50,259
51,482
50,786
51,691
Growth ratios (% you)
Payout ratios (%)
Sales breakup
Sales value(Rs mn)
Sales volume(unit)
Unit realization (Rs/unit) Biscuits (Ton)
10
Candy
75,495
84,504
11
80,698
88,050
12
Our Bureau
Mr. Vijay K L Chauhan Kolkata, June 20 IN an effort to bring about future growth, Parle Industries Ltd is looking at new business opportunities beyond biscuits but within the larger ambit of the food sector. The company is hoping to increase its revenues through both the organic and acquisition route, according to Mr. Chauhan, Chairman of Parle Industries, who chaired the 87th annual general meeting of the company here.
RESEARCH METHODOLOGY: According to Clifford, woody research comprises defining and redefining problems, formulating hypothesis or suggested solutions; collecting, organizing and evaluating data; making deductions and reaching conclusions; and at last carefully testing the conclusions to determine whether they fit the formulating hypothesis.
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“Marketing research is the systematic design, collection, analysis and reporting of data and findings and relevant to specific marketing situations facing the company”.
Research is, thus, an original contribution to the existing stock of knowledge making for its advancement. It is the pursuit of truth with the help of study, observation, comparison and experiment. In short, the search of knowledge through objectives and systematic method of finding solution to a problem is research. The systematic approach concerning generalization and the formulation of theory is also research.
OBJECTIVES OF RESEARCH: The main aim of research is to find out the truth which is hidden and which has not been discovered yet. However, each research study has its own specific purpose. Theses can be – 1. To gain familiarity with a phenomenon or to achieve new insights into it (exploratory or formative research studies). 14
2. To portray accurately the characteristics of a particular individual, situation or a group (descriptive research). 3. To determine the frequency with which some thing occurs or with which it is associated with something else (diagnostic research). 4. To test a hypothesis of a casual relationship between variables (hypothesis – testing research).
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OBJECTIVE OF MY RESEARCH: 1. To find out the major factors which contribute to the sale of products. 2. To explore the satisfaction level of (consumer) to collect different types of views of investors about the products. 3. To bring in the lime light consumer’s perception about the products and services of Parle limited. 4. To find out the most potential Customer and the most potential seller in Delhi . 5. To find out the investment behavior of marketing 6. To enhance the sale of insurance through proper inputs.
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OBJECTIVE OF THE STUDY The main purpose of the study was to know the consumer behavior, tradition and awareness of parle product among the people; to measure the effective of electronic media; to analyze the media behavior of the people; and to identify the first source of information for consumer products. The study has been conducted to collect the information about tradition and consumer behavior for a particular group, and the role of different source of information in buying a product. The main objectives of the study as follows:
To know the Parle Product awareness among the people.
To measure the effectiveness of Distribution channel of the PARLE.
To analyze the consumer behavior in the Neemrana Market.
To identify first source of information about product.
To identify the change in attitude of the consumer due to electronic
media. To identify the factors which affects the change in decision of the consumer
TYPES OF RESEARCH: The basic types of research are as follows –Descriptive Research: The major purpose of this research is description of the state of affairs, as it exists at present.
Analytical Research: In this research, the researcher has to use facts or information already available, and analyze these to make a critical evaluation of the material
Applied Research: It aims at finding a solution for an immediate problem facing a society or an industrial/ business organization. 17
Fundamental Research: It mainly concerned with generalizations and with the formulation of a theory.
Quantitative Research: It is based on the measurement of quantity or amount. It is applicable to phenomena that can be expressed in terms of quantity.
Qualitative Research: It is concerned with the qualitative phenomenon, i.e., phenomena relating to or involving quality or kind. Conceptual Research: It is related to some abstract ideas or theory.
Empirical Research: It is data- based research, coming with conclusions, which are capable of being verified by the observation and experiment
Diagnostic Research: Such a research fallow case -study method or indepth approaches to reach the basic casual relation.
Exploratory Research: The objective of this research is the development of hypothesis rather than their testing. MY RESEARCH: I was gathering the consumer behavior of the Parle product in Neemrana Region, which is being done by me first. Therefore, my research is exploratory research.
RESEARCH DESIGN
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A research design is the arrangement of conditioned for collection and analysis of Data in a manner that aims to combine relevance to the research purpose which economy in procedures So it is clear from the above definition that very first step in the process of marketing research is systematic design which can be defined as a specification of methods and procedure for acquiring the information need to structure or solve problems. The main characteristics of research design can be summarized in two words:
ANTICIPATION
SPECIFICATION
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FUNCTIONS OF RESEARCH DESIGN: Statement of evidence needed to solve the problem. Anticipation of what will be done with data to provide answer to problems. Specification of evidence from where it will be obtained and how. Statement of basic schemes whereby answers will be revealed and validated. Guide for the Calculation and approval of the feasibility and cost of the project. revision of blue prints or plan for guiding the work.
TYPES OF RESEARCH DESIGN: There are three types of research design: 1. Research design in case of exploratory research studies. 2. Research design in case of descriptive and diagnostic research studies. 3. Research design in case of hypothesis – testing research studies.
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MY RESEARCH DESIGN: My Research was exploratory research so I am discussing only exploratory research design. In exploratory research design hypothesis is developed on the basis of the influencing variables, which are available. The main purpose to do research design is to find new ideas for which the researcher must always remain alert. The possibilities of ideas are explored but in case a better idea is found the focus of investigation gets change. There are three principle stages of exploratory research design.
FIRST STAGE SECOND STAGE THIRD STAGE
: Survey of secondary information sources. : Interviews with knowledgeable persons. : Examination of situation that are analogues to the
Problem.
SAMPLING DESIGN: A Sample design is a definite plan for obtaining a sample form a given population. It refers to the technique or the procedure the researcher would adopt
21
in selecting items for the sample. Sample design may as well lay down the number of items to be included in the sample i.e., the size of the sample.
DIFFERENT TYPES OF SAMPLE DESIGNS: There are two types of sample designs.
1. Non – probability sampling. 2. Probability sampling. MY SAMPLING DESIGN: For the survey of India bulls consultancy Pvt. Ltd. In Lucknow City, my respondents were approximately 5lacs. So the universe was large (5lacs) in this case. Therefore, I took the sample in this case while I surveyed the universe. Therefore, the data are approximately quite accurate.
METHODS OF DATA COLLECTION: There are two types of data.
1. PRIMARY DATA 22
2. SECONDARY DATA
PRIMARY DATA: The primary data are those, which are collected afresh and for the first time, and thus happen to be original in character.
SECONDARY DATA: The secondary data are those which have already been collected by someone else and which have already been passed through statistical problem. The methods of collecting primary and secondary data differ since primary data are to be originally collected while in case of secondary data the nature of data collection work is merely that of compilaion.
CLASSIFICATION OF SECONDRY DATA •
INTERNAL SECONDARY DATA
•
EXTERNAL SECONDARY DATA
• INTERNAL SECONDARY DATA 1. SALES ANALYSIS 23
2. INVOICE ANALYSIS 3. ACCOUNTING RECORDS
• EXTERNAL SECONDARY DATA 1. LIBRARIES 2. OITERATURE 3. PERIODICALS 4. CINSUS AND REGISTRARION DATA •
CENSUS OF POPULATION
•
CENSUS OF AGRICULTURE
•
CENSUS OF CATTLE
COLLECTION OF PRIMARY DATA: We collect primary data during the course of doing experiment in an experimental research but in case we do research of the descriptive type and performs surveys, whether sample surveys or census surveys, then we can obtain primary data either through observation or through direct communication with respondents in one form or another or through personal interviews this
24
means that there are several methods of collecting primary data, particularly in surveys and descriptive researches. The important ones are –
1. Observation Method 2. Interview Method 3. Through questionnaires 4. Through Schedules COLLECTION OF SECONDARY DATA:
When the researchers utilize the secondary data, then he has to look into various sources from where he can obtain them. Secondary data may be either published data or unpublished data. Usually published data are available in – •
Various publications of the central, state and local governments.
•
Various publications of foreign governments or of international bodies and their subsidiary organizations.
•
Technical and trade journals.
•
Books, Magazines and newspapers.
•
Report and publications of various associations connected with business and industry, banks, stock exchanges etc. 25
•
Reports prepared by research scholars, universities, economist’s etc. in different fields.
l
FACTORS AFFECTING BUYING BEHAVIOUR CONSUMER OF PARLE PRODUCT: •
Demographics
• Geographics DEMOGRAPHICS Size of population: According to the census 2011,as of May2001,the population of India stood at 1,027Million of which 742Million lived in rural areas and 285 Millions in urban areas. Literacy and education: According to the Census 2011,the Nation’s average literacy rate is 65.4%.Exhibit 18.1 shows the growth in literacy rate since 1951. GROWTH IN LITERACY RATE:
YEAR
LITERACY RATE%
2008
43.7%
2009
52.2%
2010
65.4%
2011
70.2%
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GEOGRAPHICS: We mentioned earlier that as of May 2011,the population of India stood at1027 Million,with742 million people living in rural areas and 285 million urban areas.In terms of percentage 73% of population is in rural areas and 27% in urban areas.
CLASSIFICATION OF CONSUMERS BASED ON ECONOMIC STATUS •
The affluent group
•
The middle class
•
The relatively poorer section
•
The BPL section
LIMITATION OF THE STUDY The effectiveness of project and consumer behavior is measured in keeping in mind the constraints and limitation given below: •
The present study was confined to Neemrana and its adjoining areas. The findings of this study may not applicable to other areas.
•
The limitation and biasness of sampling techniques used in this study may influence the findings of this study.
•
Due to limitation of time and resources, all the possible factors influencing the report could not be considered.
•
The study of tradition and consumer behavior may not well over a period of time4 due to various improvements in the present electronic media.
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FACTS AND FINDINGS
Consumer Behavior and Marketing Strategy The study of consumers helps firms and organizations improve their marketing strategies by understanding issues such as how •
The psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products);
•
The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media);
•
The behavior of consumers while shopping or making other marketing decisions;
•
Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome;
•
How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer; and
•
How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer.
One "official" definition of consumer behavior is "The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society." Although it is not necessary to memorize this definition, it brings up some useful points:
1
Either behavior occurs for the individual, or in the context of a group (e.g., friends influence what kinds of clothes a person wears) or an organization 28
people on the job make decisions as to which products the firm should use.
2 Consumer behavior involves the use and disposal of products as well as the study of how they are purchased. Product use is often of great interest to the marketer, because this may influence how a product is best positioned or how we can encourage increased consumption. Since many environmental problems result from product disposal (e.g., motor oil being sent into sewage systems to save the recycling fee, or garbage piling up at landfills) this is also an area of interest. 3
The impact of consumer behavior on society is also of relevance. For example, aggressive marketing of high fat foods, or aggressive marketing of easy credit, may have serious repercussions for the national health and economy.
There are four main applications of consumer behavior: 1
The most obvious is for marketing strategy—i.e., for making better marketing campaigns. For example, by understanding that consumers are more receptive to food advertising when they are hungry, we learn to schedule snack advertisements late in the afternoon. By understanding that new products are usually initially adopted by a few consumers and only spread later, and then only gradually, to the rest of the population, we learn that (1) companies that introduce new products must be well financed so that they can stay afloat until their products become a 29
commercial success and (2) it is important to please initial customers, since they will in turn influence many subsequent customers’ brand choices. 2
A second application is public policy. In the 1980s, Acutance, a near miracle cure for acne, was introduced. Unfortunately, Acutance resulted in severe birth defects if taken by pregnant women. Although physicians were instructed to warn their female patients of this, a number still became pregnant while taking the drug. To get consumers’ attention, the Federal Drug Administration (FDA) took the step of requiring that very graphic pictures of deformed babies be shown on the medicine containers.
3
Social marketing involves getting ideas across to consumers rather than selling something. Marty Fishbein, a marketing professor, went on sabbatical to work for the Centers for Disease Control trying to reduce the incidence of transmission of diseases through illegal drug use. The best solution, obviously, would be if we could get illegal drug users to stop. This, however, was deemed infeasible. It was also determined that the practice of sharing needles was too ingrained in the drug culture to be stopped. As a result, using knowledge of consumer attitudes, Dr. Fishbein created a campaign that encouraged the cleaning of needles in bleach before sharing them, a goal that was believed to be more realistic.
Segmentation 30
Although the text makes references to segmentation, this issue is not discussed explicitly in much detail. However, segmentation is important in consumer analysis because understanding the consumer will allow us segment the market more meaningfully. Segmentation basically involves dividing consumers into groups such that members of a group (1) are as similar as possible to members of that same group but (2) differ as much as possible from members other segments. This enables us then to "treat" each segment differently—e.g., by: 1
Providing different products (e.g., some consumers like cola taste, while others prefer lime)
2
Offering different prices (some consumers will take the cheapest product available, while others will pay for desired features)
3
Distributing the products where they are likely to be bought by the targeted segment.
In order for a segment structure to be useful: 1
Each segment must have an identity—i.e., it must contain members that can be described in some way (e.g., price sensitive) that behave differently from another segment.
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2
Each segment must engage in systematic behaviors (e.g., a price sensitive segment should consistently prefer the low price item rather than randomly switching between high and low priced brands).
3
Each segment must offer marketing mix efficiency potential—i.e., it must
be profitable to serve. For example, a large segment may be profitable even though the competition it attracts tends to keep prices down. A smaller segment may be profitable if, for example, it is price insensitive or can be targeted efficiently (e.g., if its members consistently subscribe to one magazine where all the company’s advertising can be put). Some segments are not cost effective. For example, a small group of consumers would love to have a no-sports news channel (similar to CNN), but we are just too small a group to profitable.
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Group Influences Humans are inherently social animals, and individuals greatly influence each other. A useful framework of analysis of group influence on the individual is the so called reference group—the term comes about because an individual uses a relevant group as a standard of reference against which oneself is compared. Reference groups come in several different forms. The aspirational reference group refers to those others against whom one would like to compare oneself. For example, many firms use athletes as spokespeople, and these represent what many people would ideally like to be. Associative reference groups include people who more realistically represent the individuals’ current equals or nearequals—e.g., coworkers, neighbors, or members of churches, clubs, and organizations. Finally, the dissociative reference group includes people that the individual would not like to be like. For example, the store literally named The Gap came about because many younger people wanted to actively dissociate from parents and other older and "uncool" people. The Quality Paperback Book specifically suggests in its advertising that its members are "a breed apart"
from conventional readers of popular books.
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Personality and consumer behavior. Traditional research in marketing has not been particularly successful in finding a link between personality and consumer behavior. Part of the problem here is that much of the theory has been developed by clinical psychologists who have tended to work with maladjusted people. Not surprisingly, research that sought to predict, based on standard personality inventories, which kinds of consumers would buy Chevrolets as opposed to Fords was not successful.
. Situational influences Specific circumstances often influence consumer behavior. For example, consumers in a rush are likely to take the most convenient product available. Consumers whose attention is demanded elsewhere are likely to disregard commercial messages. Consumers shopping for a special occasion (e.g., a wedding) may buy different products.
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ANALYSIS & INTERPRETATION 1-Different reason and its contribution to purchase the Parle product by consumers.
Specification
%
Age Group.
Price
35
35-50
Quality
30
25-40
Packing
15
5-20
Can’t say
20
55-60
Total
100
The consumer prefer the product from various reason as like 35% consumer prefer the product for its price, 30%for its quality, 15% for its packing but 20% consumer have not certain idea or view why they prefer the Parle product may be they prefer by availability, awareness, and other various reason.
35
Reason of consumer preference of Britannia product
can't say 20% p rice 35% packing 15%
quality 30%
2-Market Share of Parle.
(100 CONSUMERS) 36
Company
% of Market share
Parle
45%
Britania
30%
HLL
15%
Other
10%
In the various company of Biscuits the Parle have 45% market share and Britania and HLL have less market share in Neemrana as 30% and 15% and other biscuits company have 10% 0f market share in Neemrana .
10% f 15%
45% 30%
37
Parle
Britania
HLL
other
3- Market share of different brand of Parle on the basis of 100 consumers DSR.
Parle-G
42
Krackjack
30
Monaco
24
Parle Orange,elaichi,mango…
41
Kreams chocklate
24
Marie choice
13
Hide & Seek
46
Milk Shakti
10
Marie
16
Crunchi
12
38
4- Rating of Distribution of product in Neemrana (100 consumers) Rating of Distribution
%
Excellent
45
Good
30
Average
20
Poor
5
On the basis of retailer satisfaction I am also ranked the distribution of the product in Delhi the 45% retailer rank it Excellent 30% rank it Good 20% average and 5% rank its as s poor distribution.
Rating of Distribution
20%
5% 45% 30%
39
excelent good Average poor
5- 100 Consumers awareness about product of Parle by different sources.
Sources
% Of contribution
TV Add
58
Radio Add
6
Banner and holding
12
Retail shopkeepers
8
Distributor
4
Other
12
Some other factors as like awareness of product in also consider in total sales of the product. The consumer aware the Parle’s product by different sources as like 58% consumer by TV Add, 6% by Radio Add, 12% by Banner and holding 4% by distributes and 12% aware about product by other sources.
40
Consumer aware product by Diffrent source
4%
12% TV Add Redio Add Banner and holding retail shopkeper distributer other
8% 12%
58%
6%
41
6- 100 consumers awareness about product of parle. % of Products
Awareness
Parle-G
98
Hide & Shake
79
Monaco
71
Krackjack
82
Kreams chocklate
46
Marie Choice
59
marie
65
Orange cream
73
Milk Shakti
74
Fun Center
35
42
7-segmentation of 100 consumers on the base of age group and its contribution in total sales.
Age Group
Percentage
0-15
60
15-30
15
30-45
13 12
Above 45
The product of Parle as like Prefer by the children with the age group 0-15 approximate 60% and other age group as like 15-30 age group consume 15%, 30-45 consume 13% and above 45 consume 12% product of the total sale of Parle.
43
consumer of the product of diffrent age group
12% 13%
0-15 15-30 30-45 60%
15%
44
above 45
8-Satisffaction Level of 100 Consumer from Parle Products.
MAXIMUM
56%
AVERAGE
33%
MINIMUM
11%
Level consumer satisfaction of the Parle product is differ to consumer-to-consumer 35% consumer satisfy maximum level and 33% with average level from the product. 11% consumers satisfy minimum level from the product.
45
SATISFACTION LEVEL
MINIMUM 11% MAXIMUM AVERAGE 33%
MAXIMUM 56%
46
AVERAGE MINIMUM
CONCLUSION During summer training, I went in market, meet to the retail shop, place order for him, and maintain the order in DSR (Daily Sales Report). On the basis of DSR and observation of the consumer, response I am analyzed the market situation of the Parle’s industries Ltd. and try to gather the knowledge of market share, flow of product in the market and behavior of the consumer about the product of Parle. My project is completed On the basis of my DSR and observations of the consumer response on the retail shop my fact and finding is given belowThe consumer prefer the product from various reason as like 35% consumer prefer the product for its price, 30%for its quality, 15% for its packing but 20% consumer have not certain idea or view why they prefer the Parle product may be they prefer by availability, awareness, and other various reason. I n the various company of Biscuits the Parle have 55% market share and Britania and ITC have less market share in Delhi as 30% and 15% and other biscuits company have 10% 0f market share in Delhi .
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RECOMMENDATION AND SUGGESTIONS On the basis of my summer training report, and the survey I am suggest to the company to increase the sales volume by following way: 1
Company should increase the quality of the product in the present time consumer want different flavor with high Quality. To face the competition form other company and increase the market share the company should improve the quality of different product and increase sales.
2
Print media and television are the major source of awareness, so these Medias cancan be concentrated more for efficient results.
3
The ages groups 30-45 and above are not interested to consume the biscuits, so these potential groups can concentrate.
4
The retailer is complain about the profit margin because it is less and not
interested to sale it so some discount should be given to retailer to motivate them to the increase profit margin and help in increase the sales.
APPENDIX The effectiveness of project and consumer behavior is measured in keeping in mind the constraints and limitation given below: 48
1.The present study was confined to Delhi city and its adjoining areas. The findings of this study may not applicable to other areas. 2.The limitation and biasness of sampling techniques used in this study may influence the findings of this study. 3.Due to limitation of time and resources, all the possible factors influencing the report could not be considered.
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QUESTIONNAIRE PARLE BISCUITS Date: _______________
City: ______________________
Type of outlet: A/B/C Question pertaining to retailer profile: Name of the shop: _____________ Contact Person: ___________ Address: ______________________ Tel. No.: __________________
Question pertaining to supply of biscuits:
1. Are PARLE biscuits available in your shop?
[
2.
]
YES
[
] NO
If YES, Which brands are available?
Parle-G
Elaichi Cream
Milk Shakti
Marie
Krackjack
Crunchi
K.C.Butter
C. Cracker
Monaco
Hide & Seek
Marie Choice
Cashew
Chocolate Cream
Kreams chocklate
Matfair Cookies
Fun Center
Orange Cream
Kesar Bite
Galaxy Cookies
Coconut Crunch
50
Glucose-V
3.
If No, What is the reason for non-availability of PARLE? [
] No regular visit
[
[
] Problem with Distributor
] Replacement Problem
4. If No, Reason for non-availability of Milk Shakti?
[ 5.
6.
7.
8.
9.
] Problem with supply [ ] People don’t like it
What is the Source of procurement? [
] Distributor
[
] Direct
[
] Whole Saler
Which other Biscuits brands are available? (a) _________________
(b) ___________________
(c) _________________
(d) ___________________
Which Brands are mostly selling? [
] Parle
[
] Priyagold
[
] Britania [
] Other
What extra quality our competitors have?
What are the average monthly sales of PARLE? [
] Below 1000
[ 51
] 1000 to 3000
[
] 3000 to 5000
[
] Above 5000
10. Would you like to give any suggestion regarding proper
supply?
____________________________________________________________ Super Stockist Name:
Signature of Retailer
Thanks a lot for spending your precious time on our queries. Your opinion means a lot to us. We look forward to be serving you soon.
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BIBILIOGRAPHY BOOKSMarketing management- Philip Kotlar Element of marketing management-Pradeep Kumar Research methodology- C.R. kothari Public Relation- Dewakar Sharma
WEBSITE www.msnsearch.com www.advancesales.com www.consumerphycologist.com www.google.com
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