buying preference and satisfaction level of ramdev
TRANSCRIPT
Prepared ByDarshan Patel (M0911-068)
Gaurav Gagwani (M0911-022)
S.V. INSTITUTE OF MANAGEMENTKADI
"BUYING PREFERENCE AND SATISFACTION LEVEL OF RAMDEV GARAM MASALA:
STUDY OF RETAILERS AND CUSTOMERS IN AHMEDABAD CITY"
A SUMMER INTERNSHIP
PROJECTON
FLOW OF PRESENTATION
1. Company Profile & Industry Overview
2. Research Methodology
3. Data Interpretation
4. Major Findings
5. Recommendations
ABOUT RAMDEV COMPANYIn 1963 Shri Rambhai Patel founded “Ramdev Masala” In 1965 he started grinding basic spices like chilly
powder, turmeric powder and coriander powder.In 1990 – 1991 Ramdev started selling “GARAM
MASALA”In 2001 Hasmukhbhai started “Ekta Food” in U.S.ATotal turnover of Ramdev Food Products Pvt. Ltd. Is
Rs.55 cores for the year of 2004-05 which around doubles 105 cores in the year 2008-09
Company target to become 225 cores turnover in 2010-11.
India’s first food safety ISO 22000-2005 certified spice company.
VISION STATEMENT “We serve customers delights”
Company’s vision is to be Rs. 225 core Turnover Company by 2011.
Vision of the company is to make available the Ramdev brand at every counter at every center through increase distribution networks.
Ramdev will be concentrating on new product developments. Launching of newer products will be prime focus.
MISSION STATEMENT “A Promise of Purity and Freshness”
Mission of Ramdev is to deliver spices to customers with quality, purity and freshness. They also try to make spices in such a way that it can satisfy all consumers need like test, color, good for health etc. also they wants to give spices to customer at reasonable price and it must be available in the size that suits customer demand.
RAMDEV BLENDED SPICESPremium Garam Masala
PowderSuper Garam masala PowderSuper Hing PowderPremium Hing PowderChat MasalaAchar MasalaSuper tea MasalaPanipuri MasalaPav-Bhaji MasalaSambhar MasalaChhole MasalaKasturi MasalaKitchen King MasalaAll in One Masala
GARAM MASALAMasalas are not spices in them selves. They are
wonderfully aromatic blends of spices used throughout India and rest of subcontinent.
Garam Masala, which is literally means hot spice blend, is known of Indian spices mixture.
It was popularized in north India during the Mogul Empire Different regions use different combinations, and
the blend will also very from household to household where proportions may vary according to whatever dish is being used to season.
They are all highly aromatic, but can vary in intensity of flavor from mild to extremely hot.
Masala can be found easily in the international section of any big groceries in the west or in any Indian or south Asian shops.
INDIA’S SHARE IN GLOBAL MARKET
India accounts for nearly 45% and 30% in terms of volume and value in the world spice trade.
India is one of the prime exporters of pepper, chilies, turmeric, seed spices and spice derivatives to the rest of the world. USA, EU, Japan and Sri-Lanka import these Indian spices in large volumes
MAJOR COMPETITORS
BADSHAH MASALA JALARAM
MASALA
EVEREST MASALA M.D.H.
MASALA
RESEARCH OBJECTIVEOBJECTIVES (Retailers)
To determine satisfaction level for Ramdev product specific focus on Garam masala.
To find out relationship of retailer with different brands of garam masala. To find out the factors that affect the Retailers decision for purchasing
Garam Masala. To identify the preferred promotional schemes by retailers. To study the effective source of Advertisement for Garam masala. To know the purchasing frequency of garam masala of retailers.
OBJECTIVES (Customers)
To find out the potential market of Ramdev Garam Masala in Ahmedabad city.
To know the consumption pattern of Garam Masala . To find out the customers satisfaction level for Ramdev Garam Masala . To find out awareness level for different brands of garam masala. To study the effective source of advertisement for garam masala from
customers view point.
RESEARCH METHODOLOGYResearch Title: “Buying preference and satisfaction level of
Ramdev garam masala: A study of retailers and customers in Ahmedabad city.”
Population Definition: A person living in Ahmedabad city having age of 18 years or above and having purchasing experience of garam masala and retailers having shop in Ahmedabad city.
RESEARCH DESIGN Descriptive
SAMPLING TECHNIQUE
Non-Probability (convenience Sampling)
SAMPLE SIZE 300 RESPONDENTS (150-Retailers, 150-Customers)
SAMPLING UNITS Retailers having shop in Ahmedabad city and stocking at least 1 product of Ramdev Blended spices.Customers having purchase experience of garam masala.
DATA SOURCE Primary data: Structured Questionnaire (open ended and close ended questions)Secondary data: Books of spices and website of company and other websites related to spices.
DATA INTERPRETATION (RETAILERS) Q1- Do you sell Garam Masala? (Qualifying
Question) Frequency Percentage
Yes 150 100%
No 0 0%
Total 150 100%
Yes100%
Retailers Selling Garam Masala
YesNo
Q2- Do you store Ramdev Garam Masala?
Frequency Percentage
Yes 123 82%
No 27 18%
Total 150 100%
Yes 82%
No 18%
Retailers Keeping Ramdev Garam Masala
Yes No
Q3- Please specify from the following which type of blended spices do you keep to sell of any company?
(Objective: To know the range of blended spices that Major part of retailers store)
Hing
Sand
wich
Mas
ala
Tea
Mas
ala
Chhol
e m
asal
a
Chat M
asal
a
Tand
uri M
asal
a
Pani
puri
Mas
ala
Kastu
ri m
ethi
Other
s0%
10%20%30%40%50%60%70%80%90%
100%99%
41%40%
100%96%94%93%85%
93%
69%
51%
95%91%93%84%
49%
9%
No. of Retailers keeping individual spices to sell
Blended Spices
No.
of
Respondents
in p
erc
enta
ge
Q4- Please specify. Which of the following Ramdev blended spices do purchase?
(Objective: To know the number of retailers keeping the specific products of Ramdev at their store to sell)
Supe
r Hing
Prem
ium
Hing
Supe
r Gar
am M
asala
Prem
ium
Gar
am M
asala
Chat M
asala
Acha
r Mas
ala
Supe
r Tea
Mas
ala
Panipu
ri Mas
ala
Pav-
bhaji M
asala
Sam
bhar
Mas
ala
Chhole
mas
ala
Kastur
i Met
hi
Kitc
hen
King
Mas
ala
All in
one
mas
ala
0%
10%
20%
30%
40%
50%
60%
70%
80%
90% 75%68%71%
36%23%
81%
45%
19%24%24%22%22%21%9%
No. of retailers keeping Ramdev Spice to sell
Range of Ramdev Blended spices
Resp
on
den
ts in
Perc
en
tag
e
Q5- Following are some brands of garam masala, please tick in front of the brand that you keep to sell and please specify since how long you sell the specified brand?
(objective: To know the Relationship of retailers with the specific brand of garam masala)
TIME
BRAND
NOT
KEEPING 0 – 3
Years
4 – 7
Years
8 – 11
Years
12 or More
Years
Ramdev 27 8 5 16 94
Everest 32 7 17 17 77
MDH 118 10 6 6 10
Badshah 14 15 21 22 78
Jalaram 38 8 18 21 73
Kitchen Express 145 4 1 0 0
Wonder 142 4 4 0 0
Eastern 142 4 2 0 2
Majithia 123 27 0 0 0
Other,Specify 112 8 10 5 15
Q6- How frequently do you purchase Ramdev Garam Masala and in how much quantity?
(Objective: To know the purchasing frequency of Ramdev garam masala by retailers)
1Kg - 3Kg 3Kg - 5Kg More than 10Kg Not Purchasing0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
7%
1%0% 0%
5%
1%
0% 0%
20%
3%
1% 0%
15%
2%3%
0%0 0 0
0.18
Purchasing frequency of garam masala
WeeklyFortnightlyMonthlyQuarterlyDo not Purchase
Quantity
Respondents
in p
erc
enta
ge
Q7- Please rank the following factors on the basis of their priority that you consider while purchasing garam masala to sell to customers. (Rank 1 to 10)
(Objective: To know the factor affecting the purchasing frequency of garam masala among retailers)
Custo
mer
s Dem
and
Qualit
y of
Pro
duct
Price
of th
e pr
oduc
t
Brand
of t
he c
ompa
ny
Consis
tenc
y of
the
serv
ice
Sche
me
in P
rodu
ct
Credi
t Pol
icy
Profi
t Mar
gin
Repla
cem
ent o
f Pro
duct
Relat
ion
with
distrib
utor
0600
12001382
769 9041124692 867
557978
619 358
Factors considered while purchas-ing garam masala
Factors
Weig
hts
12 3
Q8- Please show your level of satisfaction towards Ramdev Garam masala by rating the below mentioned factors in scale of 1 to 5.
(1=highly dissatisfied 2=dissatisfied 3=Neutral 4=satisfied 5=highly satisfied)
(objective: To know the level of satisfaction of retailers regarding this components)
FACTORSMean
Score
STD.
DEV.
Relation with Distributor 4.95 .335
Product Quality 4.65 .757
Purchasing Price 3.39 1.480
Service by company 4.85 .444
Variety in Garam Masala 4.44 .888
Scheme provided by company 4.26 1.186
Correct order delivered to your store 4.94 .266
Invoice accuracy 4.96 .236
Product Delivery Time 4.93 .420
Replacement provided by company 4.66 .885
Profit Margin 2.89 1.578
Reliability Statistics
Cronbach's
Alpha
N of
Items
0.694 11
Mean
Sco
re
Factors
FACTOR ANALYSISKMO AND BARTLETT'S TEST
Kaiser-Meyer-Olkin Measure of
Sampling Adequacy.
.700
Bartlett's Test of
Sphericity
Approx. Chi-
Square
377.32
1
Df 55
Sig. .000
Rotated Component Matrixa
Component
1 2 3 4
Relationship with Distributor .008 -.013 .058 .940
Product Quality .547 -.123 .216 -.275
Purchasing Price .045 .165 .806 -.160
Service by company .752 .156 .117 .064
Varity in Garam Masala .625 -.030 .443 .007
Scheme .574 .056 .568 .106
Correct order delivered .700 .560 -.151 .118
Invoice Accuracy .457 .683 -.168 .135
Product delivery Time -.056 .849 .054 -.095
Replacement .016 .673 .250 .019
Profit Margin .201 -.003 .719 .164
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 15 iterations.
In this case KMO value is 0.700, therefore factor analysis is possible
INTERPRETATION• Component 1 is highly loaded on “Service by company, correct
order delivery and variety in garam masala” factor, So “Variety of garam masala are sold to retailers with correct order and better service to them” is a one, which represents this group.
• Component 2 is highly loaded on “Product delivery time, replacement and invoice accuracy” which represents the importance of factor by customers for Ramdev garam masala product, So “Product are replaced and delivered on time with accurate invoice” is one which represent this group.
• Component 3 is highly loaded on “Purchase price and Profit margin” so “Affordable price and profit margin of Ramdev garam masala” is one which better represents the group.
• Component 4 is highly loaded on “Relationship with distributor” so “Relationship with distributor” is one which better represent this group.
Q9- Have you ever Recommended Ramdev Garam Masala to customers?(Objective: To know the retailers interest in selling Ramdev garam
Masala.)
Particulars Tick Mark
No, never recommended 78
Have recommended once or twice 29
Have recommended more than twice 16
0%40%80%
63%24% 13%
Retailers recommendation regarding ramdev garam masala
Components
Resp
on
den
ts in
Perc
en
tag
e
Q10- Approximate how much you purchase garam masala in quarter of all company you keep at your store?
(Objective: To know over all turnover of garam masala in 3 months at particular store)
Quantity
Below or 05 kg
06 kg – 10 kg
11 kg – 15 kg
16 kg – 20 kg
21 kg – 25 kg
More than 25 kg.
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
3.33%
10.67%
18.00%
28.00%
11.33%
28.67%
Over all purchase of garam masala in quarter by re-tailers
Quantity
Respondents
in p
erc
enta
ge
Q11- Please Rank the following sales promotion schemes as per your preference.
(Objective: To know the preferred scheme among retailers)
Promotional Schemes
Gift A
rticle
Cash
disc
ount
Prem
ium
offe
r or B
onus
offe
r
Off –S
easo
n disc
ount
Coupo
ns in
Pac
king
(luc
ky d
raw)
Scra
tch
and
win o
ffer
Bund
le O
ffer (
Exam
ple
: Buy
2 g
et 1
free
)0
300
600
900829 803
499607
343 262
857Preffered Promotional schemes
Promotional Schemes
Weig
hts
12 3
Q12- Please rank the following preferred promotional activities to promote Ramdev garam masala on the basis of your preference.
(Objective: To know the preferred promotional tool among retailers)
Sources of Advertisement
0
100
200
300
400
500
600
700
800
900 842887
651570
354
699
197
Preferred Sources of Advertisements
Promotional Tools
Weig
hts
12
3
CUSTOMERS DATA INTERPRETATIONQ1- Do you purchase Garam Masala?
Frequency PercentageYes 150 100No 0 0Total 150 100
Q2- How many of the following brands are you aware of garam Masala products?
(1=very well aware 2=Aware 3=Neutral 4=not aware 5=Not at all aware)(Objective: To know the awareness regarding different brands among
customers)
Ramde
v
Ever
est
MDH
Jalara
m
Kitc
hen
Expr
ess
Bads
hah
Majith
ia
Won
der
Easter
n
Gajan
and
Shre
eji
00.5
11.5
22.5
33.5
44.5
54.21
4.7 4.45
3.41 3.2
4.45
2.112.43 2.15
1.81 1.61
Mean score of awarness of each company
Different Brands Of Garam Masala
Mean
Sco
re
Q3- Which Brand of garam masala do you use regularly?
(Objective: To know the highly preferred garam masala brand among customers)
Ramdev
22%
Everest33%
MDH6%
Badshah19%
Jalaram7%
Loose1% Other
11%
No. Customer Using Garam Masala
Q4- Please Specify how frequently do you purchase garam masala and in how much quantity?
(Objective: To know the purchasing frequency of garam masala by the customers in specific time interval)
Daily
wee
kly
Fortn
ight
ly
Mon
thly
Quarte
rly
Half y
early
Annua
lly0%
5%
10%
15%
20%
25%
30%
0%
6% 5%
29%
11%
4%2%
0% 0% 0% 1% 1%2%
0%0% 0% 0% 0% 0% 1% 1%
Purchasing frequency
50 gm - 100 gm501 gm - 1 kgMore than 1 kg
Time Duration
Resp
on
den
ts in
Perc
en
tag
e
Q5- Please Specify, from where do you prefer to purchase garam masala?(Objective: To know the preferred place to purchase garam masala by
customers)
Local Store Mega Mall Super store Special Store0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%68.28%
12.41% 13.10%6.21%
Preferred place to purchase Garam Masala
Places
Resp
on
den
ts in
perc
en
tag
e
Q6- Please specify which type and size of packing generally you prefer to purchase in garam masala?
(Objective: To know the specific type and size of packing preferred by customers)
10 Gram
25 Gram
50 Gram
100 Gram
200 gram
500 gram
02468
101214161820
0% 0%
6%
13%
9%
3%
Pouch Packing
Quantity
Re
sp
on
de
nts
in
Pe
rce
nta
ge
15 G
ram
50 G
ram
100
Gram
500
Gram
Other
s0%
10%
20%
30%
40%
50%
60%
0%
14%
51%
3% 1%
Box Packing
Quantity
Re
sp
on
de
nts
in
Pe
rce
nta
ge
Q7- Please rate the importance of the following factors on the basis of your preference while purchasing garam masala.
(1=Extremely Important, 2=Important, 3=Neutral, 4=Not Important, 5=Not at all Important)
(Objective: To know the most important factor that effect customers buying decision)
Qualit
yPr
ice
Ingr
edie
nts
Pack
ing
Bran
d Nam
e
Sche
me
Tast
e
Smel
l
Loca
tion
of re
tail
stor
e
Shop
keep
er's sug
gest
ion
0
1
2
3
4
1.112.03 1.77
2.632.04
2.84
1.29 1.37
3.253.81
Mean score
Factors
Mean
Sco
re
ANOVA TESTHo: Monthly family income has no significant impact on purchasing
of branded garam masala.
H1: Monthly family income has significant impact on purchasing of
branded garam masala.
Here the significance value of the “F Test” in the anova table is 0.794 which is more than 0.05 therefore null hypothesis is not rejected. So there is no significant impact of monthly family income on purchase of branded garam masala.
ANOVA
Brand Name and Monthly Family Income
Sum of
Squares df Mean Square F Sig.
Between Groups 2.239 4 .560 .419 .794
Within Groups 193.521 145 1.335
Total 195.760 149
FACTOR ANALYSISKMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling
Adequacy.
.526
Bartlett's Test of
Sphericity
Approx. Chi-Square 326.327
Df 45
Sig. .000
Rotated Component Matrixa
Component
1 2 3 4
Quality .545 -.194 -.059 .038
Price -.003 -.089 -.042 .856
Ingredients .231 -.110 .615 .180
Packing -.018 .158 .753 .258
Brand Name -.031 .048 .815 -.161
Scheme -.094 .186 .331 .711
Taste .851 .069 .061 -.150
Smell .823 -.010 .150 .008
Location of retailers
store-.123 .900 .003 -.070
Shopkeeper's suggestion -.014 .914 .075 .120
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 5 iterations.
In this case KMO value is 0.526, therefore factor analysis is possible.
INTERPRETATION• Component 1 is highly loaded on “taste and
smell” factor, So “TASTE and SMELL” is a one, which represents this group.
• Component 2 is highly loaded on “location of retailers store and shop keepers suggestion” which represents the importance of factor by customers for Ramdev garam masala product, So “suggestion and store location of retailers” is one which represent this group.
• Component 3 is highly loaded on “Brand Name, Ingredients, and Packing” so Brand name represents good ingredients and attractive packing” is one which better represents the group.
• Component 4 is highly loaded on “Scheme and price” so “Scheme and price” is one which better represent this group.
Q8- Have you ever consumed Ramdev garam masala?(Objective: To find the customers who have ever
used the Ramdev Brand of garam masala)
Yes54%
No46%
Customers who have ever used Ramdev Brand of garam masala
YesNo
Frequency Percentage
Yes 81 54.00%
No 69 46.00%
Total 150 100.00%
Q9- Do you know Ramdev Garam masala has different category?(Objective: To know the awareness of different categories
available in Ramdev for garam masala among the customers who have ever used Ramdev garam masala)
Yes29%
No25%
Not applicable46%
Awareness of catagories of Ramdev garam masala
YesNoNot applicable
Q10- Please specify you level of satisfaction on the basis of your opinion regarding Ramdev garam masala?
(1=highly dissatisfied, 2=dissatisfied, 3=Neutral, 4=Satisfied,5=Highly satisfied)
Dissat-isfied14%
Neutral9%
Satisfied26%
Highly Satisfied5%
Not-Applicable46%
Level of satisfaction with Ramdev Garam Masala
DissatisfiedNeutralSatisfiedHighly SatisfiedNot-Applicable
Q11- Please rate the level of agreement with the following statements with specific focus on Ramdev Garam Masala.
(1=highly disagree, 2=disagree, 3=Neutral, 4=Agree,5=Highly Agree)
(Objective: To know the level of agreement of following statements with specific focus on Ramdev Garam Masala)
Cronbach's Alpha
N of Items
0.962 4
4.3
4.4
4.5 4.4
4.55 4.52 4.49Mean Score
Mean Score
Statements
Mean
Score
Q12- If Ramdev provides you the same things which you are getting from your current brand, will you preferred to switch to Ramdev garam masala?
(Objective: To know the customers willingness to switching to Ramdev if they get their needs satisfied with Ramdev)
Yes51%
No25%
Not ap-pli-
cable23%
No. of customers agree to Switch to Ramdev garam masala
Yes
No
Not applicable
Q13- Do you ever refer the using method of garam masala printed on the packing?
(Objective: To know the customers interest in reading the cooking method printed on packing)
Yes63%
No37%
customers refering the using method on packing
YesNo
Frequency PercentageYes 94 62.67%No 56 37.33%
Total 150 100.00%
Q14- Please specify you add garam masala while…(Objective: To know the cooking method mostly
adopted by the customers of garam masala)Particulars Frequency Percentage
Preparing Food 96 64.00%
After cooking is completed and dish is ready 54 36.00%
Total 150 100.00%
Preparing Food64%
After cooking is com-pleted
and dish is ready
36%
Cooking Method used by customers
Preparing FoodAfter cooking is completed and dish is ready
CHI-SQUARE TESTH0: Method to cook and referred method printed on packing of
garam masala are independent.
H1: Method to cook and referred method printed on packing of garam masala are dependent.
Degree
freedom
Significant
level(α)
Table
value
Symbol Calculated
value
Decision
1 0.05 3.8415 > 0.62 Not Rejected Ho
Q15- Have you seen any advertisement of garam masala?(Objective: To know about advertisement awareness in
the mind of customers regarding Garam Masala Product)
Particulars Frequency PercentageYes 133 88.67%No 17 11.33%Total 150 100.00%
Yes89%
No11%
Awareness of Advertisement
YesNo
Q16- What attracts you the most in the most in the advertisement?(Objective: To know the most preferred component of
advertisement by customers)
Creat
ivity
in A
d
Jingle
of th
e Ad
Brand
am
bass
ador
or t
he p
erso
n de
liver
ing
Ad
Idea
of D
elive
ring
mes
sage
Freq
uenc
y of
Adv
ertis
emen
t
Adver
tisem
ent T
iming
Leng
th o
f adv
ertis
emen
t0
200
400
600
800732 698 670
780
526 481313
Preferred components in advertisement
Weights
Components
Weig
hts
12
3
Q17- On the basis of your preference please rate the following media of advertisement for garam masala product.
(Objective: To know the most preferred media of advertisement by customers)
Tele
vision
Hoard
ing
Newsp
aper
Leafl
ets
Radio
Mag
azin
e
Inte
rnet
Ad
0100200300400500600700800900
898
579
798
436
678555
265
Prference regarding Media of advertisement by customers
Weights
Sources of advertisement
We
igh
ts
12
3
MAJOR FINDINGSRETAILERS: 63% of retailers have Relationship with Ramdev Food company specially for
garam masala product from 12 years or more. This is due to constant service, good marketing team efforts and good distribution channel in Ahmedabad city. [From Q5]
Retailers Preferred to purchase garam masala by keeping the ”CUSTOMERS DEMAND” and “BRAND NAME” of the product in their mind. Retailers than after give preference to Profit margin and price of the product. [From Q7]
Achar Masala of the Ramdev Food company holds the strongest position in the market out of the product length in blended spices of the company available in Ahmedabad city. 80.67% of retailers are selling Ramdev Achar masala to their customer due to good return on the sales of Achar Masala and constant scheme in the product. [From Q4]
Among all promotional schemes, Bundle offer is most preferred among the retailers as they can earn higher profit margin by selling the goods which they receive as free. [From Q11]
Retailers preferred to purchase Ramdev garam masala in range of 1kg to 3kg on monthly basis. Its because of low customer demand, Customer demands fresh pack of garam masala and also they need less amount to invest in these product. [From Q6]
Among all the sources of advertisement, Television is the most preferred source of advertisement. The focal reason behind this could be that, people watch television and television commercials are the only means of advertisement which can show audio visual as well as motion advertisement to customers. [From Q12]
CUSTOMERS: From the survey we found that Everest Garam Masala is
consumed by 33% of the respondents, 22% of the respondents consume Ramdev garam masala and Badshah has 19% share in market. So From this we can say Ramdev has good potential market in Ahmedabad city. [From Q3]
50.67% of the customers preferred to purchase 100 gram box packing among all the packing available. [From Q4 and Q6]
Customers are aware about the Everest brand. According to survey the Everest brand has mean score of 4.7 which is in between the scale of very well aware and aware while Ramdev is on 4th position with mean score of 4.21 which is in between the scale of very well aware and aware. [From Q2]
Out of the 54% as mention above, only 25.92% of them are dissatisfied due to taste and smell of Ramdev garam masala and 48.15% of the customers are satisfied, 8.65% are highly satisfied. [From Q10]
Among the respondents, 21.38% of the respondents 1nd preferred T.V. as the best source of advertisement and 2nd preferred is newspaper by 18.79%. [From Q17]
In the advertisement on basis of their preference, 18.57% of the respondents are attracted towards idea of delivering message in the advertisement. 17.43% of the respondents are attracted to creativity in advertisement. [From Q16]
Out of all, 54% of the respondents have used Ramdev garam masala at least once and 46% have never tried Ramdev garam masala due to unawareness regarding product or high cost. [From Q8]
RECOMMENDATION Company should arrange meeting once in a year with retailers followed by the
lunch or dinner and in the meeting companies top level management should make retailers aware regarding companies policies and procedure regarding replacements and different scheme and future plan of the company should be shared with retailers to grow their interest in the company. [Answer From Q-13r]
Company should give the coupons in every news paper of Ahmedabad city which customers need to carry to the nearest Ramdev retailers to get free sample of Ramdev garam masala.
(Ramdev Food Pvt. Ltd. Did the same activity to launch their Hing in the market and received the remarkable success by doing such activity) [Answer From Q-8c]
Company should bring the bundle offer in the small quantity i.e. in range of 1kg to 3kg so that the retailers can purchase and company should continue that offer through out the year in order to increase the level of sale of garam masala.[Answer from Q11r & Q6r]
Company should bring the consumer offer in its product like Chili powder, Hing Powder or Achar masala and give garam masala as free gift to the buyer of above mention products as they have highest sales in product range. [Answer from Q-5r]
The company should sponsor some events like Ras-Garba and food festival and give banner. [Answer from Q-18c]
Companies research and development team should focus to improve the taste and smell of garam masala. Company should develop garam masala which gives better taste and smell to the dish when added to it while preparing. [Answer from Q-10c and Q-14c]
Packing of garam masala should be made more attractive. Premium garam masala box packing color should be changed from black to white or any other color with some spices snaps on packing.[Answer from Q-8c and Q-13r]
Company should launch premium garam masala in small quantity packing that is less than 50 grams in quantity so as people can at least try once. If customers find good quality in this small packing they will most probable purchase of same company for their routine consumption.[Answer from Q-6c and Q13r]
Company should focus the method of using Ramdev Garam Masala to customers by the way of advertisement because people refer the method printed on the box but do not follow it. This will benefit the company to retain the customers who are unaware of using method and which have a comparative good impact on its potential market.[Answer from Q-14c and 15c]
Company should give the display at different stores where the sale of Ramdev masala is found less. The display should be in such direction that customers entering the store gets directly attracted towards that display.[Answer from Q-12r and 13r]
According to upcoming seasons and festivals, company should make advertisement with good idea of delivering message, creativity and beautiful jingle as customers preferred this factors most in advertisement. [Answer from Q-16c]
Thank you …