dissertation on mba marketing

8/12/2019 Dissertation ON MBA MARKETING

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CHAPTER 1

INTRODUCTION


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1.1) INTRODUCTION:

Marketing is the process of communicating the value of a product or service tocustomers, for the purpose of selling the product or service. It is a critical business

function for attracting customers.

From a societal point of view, marketing is the link between a societys material

requirements and itseconomicpatterns of response. Marketing satisfies these needs and

wants through exchange processes and building long term relationships. It is the processof communicating the value of a product or service through positioning to customers.

Marketing can be looked at as an organizational function and a set of processes forcreating, delivering and communicating value to customers, and managing customerrelationships in ways that also benefit the organization and itsshareholders.Marketing is

thescience of choosingtarget markets through market analysis andmarket segmentation,

as well as understanding consumer buying behavior and providing superior customer

value.

There are five competing concepts under which organizations can choose to

operate their business; the production concept, the product concept, the selling concept,the marketing concept, and the holistic marketing concept. The four components of

holistic marketing are relationship marketing, internal marketing, integrated marketing,

and socially responsive marketing. The set of engagements necessary for successfulmarketing management includes, capturing marketing insights, connecting with

customers, building strong brands, shaping the market offerings, delivering and

communicating value, creating long-term growth, and developing marketing strategies

and plans.

Recent approaches in marketing includerelationship marketing with focus on thecustomer, business marketing or industrial marketing with focus on an organization or

institution and social marketing with focus on benefits to society. New forms of

marketing also use the internet and are therefore called internet marketing or more

generally e-marketing, online marketing, "digital marketing", search engine marketing, or

desktop advertising. It attempts to perfect the segmentation strategy used in traditional

marketing. It targets its audience more precisely, and is sometimes called personalized

marketing or one-to-one marketing. Internet marketing is sometimes considered to be

broad in scope, because it not only refers to marketing on the Internet, but also includes

marketing done via e-mail, wireless media as well as driving audience from traditional

marketing methods like radio and billboard to internet properties orlanding page.

1.2) CUSTOMER ORIENTATION:

A firm in the market economy survives by producing goods that persons arewilling and able to buy. Consequently, ascertainingconsumer demand is vital for afirm's
http://en.wikipedia.org/wiki/Customershttp://en.wikipedia.org/wiki/Economichttp://en.wikipedia.org/wiki/Shareholdershttp://en.wikipedia.org/wiki/Sciencehttp://en.wikipedia.org/wiki/Target_marketshttp://en.wikipedia.org/wiki/Market_segmentationhttp://en.wikipedia.org/wiki/Consumerhttp://en.wikipedia.org/wiki/Relationship_marketinghttp://en.wikipedia.org/wiki/Business_marketinghttp://en.wikipedia.org/wiki/Industrial_marketinghttp://en.wikipedia.org/wiki/Social_marketinghttp://en.wikipedia.org/wiki/Internethttp://en.wikipedia.org/wiki/Internet_marketinghttp://en.wikipedia.org/wiki/Market_segmenthttp://en.wikipedia.org/wiki/Personalized_marketinghttp://en.wikipedia.org/wiki/Personalized_marketinghttp://en.wikipedia.org/wiki/Internet_marketinghttp://en.wikipedia.org/wiki/Landing_pagehttp://en.wikipedia.org/wiki/Market_economyhttp://en.wikipedia.org/wiki/Good_%28economics%29http://en.wikipedia.org/wiki/Consumer_demandhttp://en.wikipedia.org/wiki/Business_entityhttp://en.wikipedia.org/wiki/Business_entityhttp://en.wikipedia.org/wiki/Consumer_demandhttp://en.wikipedia.org/wiki/Good_%28economics%29http://en.wikipedia.org/wiki/Market_economyhttp://en.wikipedia.org/wiki/Landing_pagehttp://en.wikipedia.org/wiki/Internet_marketinghttp://en.wikipedia.org/wiki/Personalized_marketinghttp://en.wikipedia.org/wiki/Personalized_marketinghttp://en.wikipedia.org/wiki/Market_segmenthttp://en.wikipedia.org/wiki/Internet_marketinghttp://en.wikipedia.org/wiki/Internethttp://en.wikipedia.org/wiki/Social_marketinghttp://en.wikipedia.org/wiki/Industrial_marketinghttp://en.wikipedia.org/wiki/Business_marketinghttp://en.wikipedia.org/wiki/Relationship_marketinghttp://en.wikipedia.org/wiki/Consumerhttp://en.wikipedia.org/wiki/Market_segmentationhttp://en.wikipedia.org/wiki/Target_marketshttp://en.wikipedia.org/wiki/Sciencehttp://en.wikipedia.org/wiki/Shareholdershttp://en.wikipedia.org/wiki/Economichttp://en.wikipedia.org/wiki/Customers


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future viability and even existence as a going concern. Many companies today have a

customer focus (or market orientation). This implies that the company focuses its

activities and products on consumer demands. Generally, there are three ways of doingthis: the customer-driven approach, the market change identification approach and the

product innovation approach.

In the consumer-driven approach, consumer wants are the drivers of all strategic

marketing decisions. No strategy is pursued until it passes the test of consumer research.

Every aspect of a market offering, including the nature of the product itself, is driven bythe needs of potential consumers. The starting point is always the consumer. The

rationale for this approach is that there is no reason to spend R&D (research and

development) funds developing products that people will not buy. History attests to many

products that were commercial failures in spite of being technological breakthroughs.

A formal approach to this customer-focused marketing is known as SIVA

(Solution, Information, Value, Access). This system is basically the four Ps renamed and

reworded to provide a customer focus. The SIVA Model provides a demand/customer-centric alternative to the well-known 4Ps supply side model (product, price, placement,

promotion) of marketing management.

Product Solution

Promotion Information

Price Value

Place (Distribution) Access

If any of the 4Ps were problematic or were not in the marketing factor of the

business, the business could be in trouble and so other companies may appear in thesurroundings of the company, so the consumer demand on its products will decrease.

However, in recent years service marketing has widened the domains to be considered,

contributing to the 7P's of marketing in total. The other 3P's of service marketing are:

process, physical environment and people.

Some consider there to be a fifth "P": positioning. SeePositioning (marketing).

Some qualifications orcaveats for customer focus exist. They do not invalidate or

contradict the principle of customer focus; rather, they simply add extra dimensions ofawareness and caution to it.
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The work of Christensen and colleagues on disruptive technology has produced a

theoretical framework that explains the failure of firms not because they were

technologically inept (often quite the opposite), but because the value networks in whichthey profitably operated included customers who could not value a disruptive innovation

at the time and capability state of its emergence and thus actively dissuaded the firms

from developing it. The lessons drawn from this work include:

Taking customer focus with a grain of salt, treating it as only a subset of one'scorporate strategy rather than the sole driving factor. This means looking beyondcurrent-state customer focus to predict what customers will be demanding some

years in the future, even if they themselves discount the prediction.

Pursuing new markets (thus new value networks) when they are still in acommercially inferior or unattractive state, simply because their potential to growand intersect with established markets and value networks looks like a likely bet.

This may involve buying stakes in the stock of smaller firms, acquiring them

outright, or incubating small, financially distinct units within one's organization to

compete against them.

Other caveats of customer focus are:

The extent to which what customers say they want does not match theirpurchasing decisions. Thus surveys of customers might claim that 70% of arestaurant's customers want healthier choices on the menu, but only 10% of them

actually buy the new items once they are offered. This might be acceptable except

for the extent to which those items are money-losing propositions for the

business, bleeding red ink. A lesson from this type of situation is to be smarterabout the true test validity of instruments like surveys. A corollary argument is

that "truly understanding customers sometimes means understanding them betterthan they understand themselves." Thus one could argue that the principle ofcustomer focus, or being close to the customers, is not violated herejust

expanded upon.

The extent to which customers are currently ignorant of what one might arguethey should wantwhich is dicey because whether it can be acted upon

affordably depends on whether or how soon the customers will learn, or be

convinced, otherwise. IT hardware and software capabilities and automobile

features are examples. Customers who in 1997 said that they would not place anyvalue on internet browsing capability on a mobile phone, or 6% better fuel

efficiency in their vehicle, might say something different today, because the value

proposition of those opportunities has changed.

1.3) RETAIL MARKETING:

Retail is the sale of goods and services from individuals or businesses to theend-user.

Retailers are part of an integrated system called the supply chain. A retailer purchases
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goods orproducts in large quantities frommanufacturers directly or through a wholesale,

and then sells smaller quantities to the consumer for a profit. Retailing can be done in

either fixed locations like stores or markets, door-to-door or by delivery. Retailingincludes subordinated services, such as delivery. The term "retailer" is also applied where

a service provider services the needs of a large number of individuals, such as for the

public. Shops may be on residential streets, streets with few or no houses or in ashoppingmall.Shopping streets may be for pedestrians only. Sometimes a shopping street has apartial or full roof to protect customers from precipitation. Online retailing, a type of

electronic commerce used for business-to-consumer (B2C) transactions andmail order,

are forms of non-shop retailing.

Shopping generally refers to the act of buying products. Sometimes this is done to

obtain necessities such as food and clothing; sometimes it is done as a recreationalactivity. Recreational shopping often involves window shopping (just looking, not

buying) and browsing and does not always result in a purchase.

Retail comes from the Old French word tailler, which means "to cut off, clip, pare,divide" in terms of tailoring (1365). It was first recorded as a noun with the meaning of a

"sale in small quantities" in 1433 (from the Middle French retail, "piece cut off, shred,scrap, paring"). Like in French, the word retail in both Dutch and German also refers to

the sale of small quantities of items.

Types of retail outlets:

Amarketplace is a location where goods and services are exchanged. The traditionalmarket square is a city square where traders set up stalls and buyers browse the stores.

This kind of market is very old, and countless such markets are still in operation around

the whole world.

In some parts of the world, the retail business is still dominated by small family-run

stores, but this market is increasingly being taken over by largeretail chains.

Retail is usually classified by type of products as follows:

Food products Hard goods or durable goods ("hard line retailers") - appliances, electronics,

furniture, sporting goods, etc. Goods that do not quickly wear out and provide

utility over time.

Soft goods or consumables - clothing, apparel, and other fabrics. Goods thatare consumed after one use or have a limited period (typically under threeyears) in which you may use them.

There are the following types of retailers by marketing strategy:

Department stores - very large stores offering a huge assortment of "soft" and"hard goods; often bear a resemblance to a collection of specialty stores. A
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retailer of such store carries variety of categories and has broad assortment at

average price. They offer considerable customer service.

Discount stores - tend to offer a wide array of products and services, but theycompete mainly on price offers extensive assortment of merchandise ataffordable and cut-rate prices. Normally retailers sell less fashion-oriented

brands. Warehouse stores - warehouses that offer low-cost, often high-quantity goods

piled on pallets or steel shelves;warehouse clubs charge a membership fee;

Variety stores - these offer extremely low-cost goods, with limited selection; Demographic - retailers that aim at one particular segment (e.g., high-end

retailers focusing on wealthy individuals).

Mom-And-Pop : is a small retail outlet owned and operated by an individualor family. Focuses on a relatively limited and selective set of products.

Specialty stores: A typical specialty store gives attention to a particularcategory and provides high level of service to the customers. A pet store that

specializes in selling dog food would be regarded as a specialty store.

However, branded stores also come under this format. For example if acustomer visits a Reebok or Gap store then they find just Reebok and Gap

products in the respective stores.

Boutiques or Concept stores are similar to specialty stores. Concept stores arevery small in size, and only ever stock one brand. They are run by the brandthat controls them. An example of brand that distributes largely through their

own widely distributed concept stores is L'OCCITANE en Provence. The

limited size and offering of L'OCCITANE's stores are too small to be

considered a specialty store proper.

General store - a rural store that supplies the main needs for the localcommunity;

Convenience stores: is essentially found in residential areas. They providelimited amount of merchandise at more than average prices with a speedy

checkout. This store is ideal for emergency and immediate purchases as itoften works with extended hours, stocking everyday;

Hypermarkets:provides variety and huge volumes of exclusive merchandiseat low margins. The operating cost is comparatively less than other retail

formats.

Supermarkets:is a self-service store consisting mainly of grocery and limitedproducts on non food items. They may adopt a Hi-Lo or an EDLP strategy for

pricing. The supermarkets can be anywhere between 20,000 and 40,000

square feet (3,700 m2). Example: SPAR supermarket.

Malls:has a range of retail shops at a single outlet. They endow with products,food and entertainment under a roof.

Category killers or Category Specialist: By supplying wide assortment in asingle category for lower prices a retailer can "kill" that category for otherretailers. For few categories, such as electronics, the products are displayed at

the centre of the store and sales person will be available to address customer

queries and give suggestions when required. Other retail format stores are
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forced to reduce the prices if a category specialist retail store is present in the

vicinity.

E-tailers: The customer can shop and order through internet and themerchandise are dropped at the customer's doorstep. Here the retailers usedrop shipping technique. They accept the payment for the product but the

customer receives the product directly from the manufacturer or a wholesaler.This format is ideal for customers who do not want to travel to retail storesand are interested in home shopping. However it is important for the customer

to be wary about defective products and non secure credit card transaction.

Example: Amazon, Pennyful and eBay.

Vending Machines: This is an automated piece of equipment whereincustomers can drop the money in the machine and acquire the products.

Some stores take ano frills approach, while others are "mid-range" or "highend", depending on what income level they target.

Other types of retail store include: Automated Retail stores are self-service, robotic kiosks located in airports,

malls and grocery stores. The stores accept credit cards and are usually open24/7. Examples includeZoom Shops andRed box.

Big-box stores encompass larger department, discount, general merchandise,and warehouse stores.

Retailers can opt for a format as each provides different retail mix to its customers

based on their customer demographics, lifestyle and purchase behavior. A good formatwill lend a hand to display products well and entice the target customers to spawn sales.
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CHAPTER 2

LITERATURE REVIEW


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2.1) INTRO ABOUT BAKERY INDUSTRY:

A bakery (or baker's shop) is an establishment that produces and sells flour-basedfoodbaked in an oven such asbread,cakes,pastries,andpies.Someretailbakeries are

alsocafs,servingcoffee andtea to customers who wish to consume thebaked goods on

the premises.

Some bakery shops provide services for special occasions such asweddings,birthday

parties,anniversaries,or even business events. Bakery shops can provide a wide range ofcakes designs such as sheet cakes, layer cakes, tiered cakes, andwedding cakes.Other

bakeries may specialize in traditional or handmade types of bread made with locallymilled flour, without flour bleaching agents or flour treatment agents, baking what issometimes referred to asartisanbread.

While grocery stores and supermarkets in many countries now carry prepackaged,pre-sliced bread and cakes, or offer in store baking and basic cake decoration, some

people may prefer to get their baked goods from a specialist baker's shop, either out oftradition, for the availability of a greater variety of baked goods, or from the higher

quality practice of the trade of baking.

Baking is a foodcooking method that uses prolonged dry heat by convection,ratherthan by thermal radiation,normally in an oven,but also in hot ashes, or on hot stones.

The most common baked item isbreadbut many other types of foods are baked. Heat is

gradually transferred "from the surface of cakes, cookies and breads to their centre. As

heat travels through it transforms batters and doughs into baked goods with a firm drycrust and a softer centre". Baking can be combined with grilling to produce a hybrid

barbecue variant, by using both methods simultaneously or one before the other, cooking

twice. Baking is related to barbecuing because the concept of themasonry oven is similarto that of asmoke pit.

Baking has been traditionally done at home by women for domestic consumption, bymen in bakeries and restaurants for local consumption and when production was

industrialized, by machines in large factories. The art and skill of baking remains a

fundamental one and important for nutrition, as baked goods, especially breads, are a

common food, economically and culturally important. A person who prepares bakedgoods as a profession is called abaker.

Food and techniques:

All types of food can be baked but some require special care and protection fromdirect heat. Various techniques have been developed to provide this protection.

As well as bread, baking is used to prepare cakes,pastries,pies,tarts,quiches,cookies,scones, crackers and pretzels. These popular items are known collectively as "baked

goods," and are sold at abakery.
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Meat, includingcured meats, such asham can also be baked, but baking is usually

reserved formeatloaf,smaller cuts of whole meats, and whole meats that containstuffing

or coating such as bread crumbs or buttermilkbatter.Some foods are surrounded withmoisture during baking by placing a small amount of liquid (such as water orbroth)in

the bottom of a closed pan, and letting it steam up around the food, a method commonly

known asbraising or slow baking. Larger cuts prepared without stuffing or coating aremore often roasted, which is a similar process, using higher temperatures and shortercooking times. Roasting, however, is only suitable for the finer cuts of meat, so other

methods have been developed to make the tougher meat cuts palatable after baking. One

of these is the method known asen crote (French for "in a crust"), which protects thefood from direct heat and seals the natural juices inside. Meat, poultry, game, fish or

vegetables can be prepared by baking en crote. Well-known examples include Beef

Wellington,where the beef is encased inpastrybefore baking;pt en crote,where the

terrine is encased in pastry before baking; and the Vietnamese variant, a meat-filledpastry calledpt chaud.The en crote method also allows meat to be baked by burying

it in the embers of a fire - a favourite method of cooking venison. In this case, the

protective case (or crust) is made from a paste of flour and water and is discarded beforeeating. Salt can also be used to make a protective crust that is not eaten. Another method

of protecting food from the heat while it is baking, is to cook iten papillote (French for

"in parchment"). In this method, the food is covered bybaking paper (oraluminium foil)

to protect it while it is being baked. The cooked parcel of food can be served unopened,with an element of surprise, allowing diners to discover the contents for themselves.

Eggs can be baked to produce savoury or sweet dishes. In combination withdairy

products and/or cheese, they are often prepared to serve as adessert.Although a baked

custard,for example, can be made using starch (in the form offlour,cornflour,arrowroot

or potato flour), the flavour of the dish is much more delicate if eggs are used as thethickening agent. Baked custards, such ascrme caramel,are among the items that need

protection from an oven's direct heat, and thebain-marie method serves this purpose. The

cooking container is half submerged in water in another, larger one, so that the heat in the

oven is more gently applied during the baking process. Baking a successful soufflrequires that the baking process be carefully controlled - the oven temperature must be

absolutely even and the oven space not shared with another dish. These factors, along

with the theatrical effect of an air-filled dessert, have given this baked food a reputationfor being a culinary achievement. Similarly, a good baking technique (and a good oven)

are also needed to create abaked Alaskabecause of the difficulty of baking hotmeringue

and coldice cream at the same time.

Baking can also be used to prepare various other foods, such as for example,

baked potatoes, baked apples, baked beans, some casseroles and pasta dishes such aslasagne.

2.2) HISTORY:

The first evidence of baking occurred when humans took wild grass grains,

soaked them in water, and mixed everything together, mashing it into a kind of broth-like
http://en.wikipedia.org/wiki/Curing_%28food_preservation%29http://en.wikipedia.org/wiki/Hamhttp://en.wikipedia.org/wiki/Meatloafhttp://en.wikipedia.org/wiki/Stuffinghttp://en.wikipedia.org/wiki/Bread_crumbshttp://en.wikipedia.org/wiki/Buttermilkhttp://en.wikipedia.org/wiki/Batter_%28cooking%29http://en.wikipedia.org/wiki/Waterhttp://en.wikipedia.org/wiki/Brothhttp://en.wikipedia.org/wiki/Braisinghttp://en.wikipedia.org/wiki/Roastinghttp://en.wikipedia.org/w/index.php?title=En_cro%C3%BBte&action=edit&redlink=1http://en.wikipedia.org/wiki/Poultryhttp://en.wikipedia.org/wiki/Game_%28food%29http://en.wikipedia.org/wiki/Vegetablehttp://en.wikipedia.org/wiki/Beef_Wellingtonhttp://en.wikipedia.org/wiki/Beef_Wellingtonhttp://en.wikipedia.org/wiki/Pastryhttp://en.wikipedia.org/wiki/P%C3%A2t%C3%A9http://en.wikipedia.org/wiki/Terrine_%28food%29http://en.wikipedia.org/wiki/P%C3%A2t%C3%A9_chaudhttp://en.wikipedia.org/wiki/Venisonhttp://en.wikipedia.org/wiki/En_papillotehttp://en.wikipedia.org/wiki/Parchment_paper_%28baking%29http://en.wikipedia.org/wiki/Aluminium_foilhttp://en.wikipedia.org/wiki/Egg_%28food%29http://en.wikipedia.org/wiki/Dairy_productshttp://en.wikipedia.org/wiki/Dairy_productshttp://en.wikipedia.org/wiki/Cheesehttp://en.wikipedia.org/wiki/Desserthttp://en.wikipedia.org/wiki/Custardhttp://en.wikipedia.org/wiki/Flourhttp://en.wikipedia.org/wiki/Corn_starchhttp://en.wikipedia.org/wiki/Arrowroothttp://en.wikipedia.org/wiki/Potato_flourhttp://en.wikipedia.org/wiki/Cr%C3%A8me_caramelhttp://en.wikipedia.org/wiki/Bain-mariehttp://en.wikipedia.org/wiki/Souffl%C3%A9http://en.wikipedia.org/wiki/Baked_Alaskahttp://en.wikipedia.org/wiki/Meringuehttp://en.wikipedia.org/wiki/Ice_creamhttp://en.wikipedia.org/wiki/Baked_potatohttp://en.wikipedia.org/wiki/Baked_beanshttp://en.wikipedia.org/wiki/Casserolehttp://en.wikipedia.org/wiki/Pastahttp://en.wikipedia.org/wiki/Lasagnehttp://en.wikipedia.org/wiki/Lasagnehttp://en.wikipedia.org/wiki/Pastahttp://en.wikipedia.org/wiki/Casserolehttp://en.wikipedia.org/wiki/Baked_beanshttp://en.wikipedia.org/wiki/Baked_potatohttp://en.wikipedia.org/wiki/Ice_creamhttp://en.wikipedia.org/wiki/Meringuehttp://en.wikipedia.org/wiki/Baked_Alaskahttp://en.wikipedia.org/wiki/Souffl%C3%A9http://en.wikipedia.org/wiki/Bain-mariehttp://en.wikipedia.org/wiki/Cr%C3%A8me_caramelhttp://en.wikipedia.org/wiki/Potato_flourhttp://en.wikipedia.org/wiki/Arrowroothttp://en.wikipedia.org/wiki/Corn_starchhttp://en.wikipedia.org/wiki/Flourhttp://en.wikipedia.org/wiki/Custardhttp://en.wikipedia.org/wiki/Desserthttp://en.wikipedia.org/wiki/Cheesehttp://en.wikipedia.org/wiki/Dairy_productshttp://en.wikipedia.org/wiki/Dairy_productshttp://en.wikipedia.org/wiki/Egg_%28food%29http://en.wikipedia.org/wiki/Aluminium_foilhttp://en.wikipedia.org/wiki/Parchment_paper_%28baking%29http://en.wikipedia.org/wiki/En_papillotehttp://en.wikipedia.org/wiki/Venisonhttp://en.wikipedia.org/wiki/P%C3%A2t%C3%A9_chaudhttp://en.wikipedia.org/wiki/Terrine_%28food%29http://en.wikipedia.org/wiki/P%C3%A2t%C3%A9http://en.wikipedia.org/wiki/Pastryhttp://en.wikipedia.org/wiki/Beef_Wellingtonhttp://en.wikipedia.org/wiki/Beef_Wellingtonhttp://en.wikipedia.org/wiki/Vegetablehttp://en.wikipedia.org/wiki/Game_%28food%29http://en.wikipedia.org/wiki/Poultryhttp://en.wikipedia.org/w/index.php?title=En_cro%C3%BBte&action=edit&redlink=1http://en.wikipedia.org/wiki/Roastinghttp://en.wikipedia.org/wiki/Braisinghttp://en.wikipedia.org/wiki/Brothhttp://en.wikipedia.org/wiki/Waterhttp://en.wikipedia.org/wiki/Batter_%28cooking%29http://en.wikipedia.org/wiki/Buttermilkhttp://en.wikipedia.org/wiki/Bread_crumbshttp://en.wikipedia.org/wiki/Stuffinghttp://en.wikipedia.org/wiki/Meatloafhttp://en.wikipedia.org/wiki/Hamhttp://en.wikipedia.org/wiki/Curing_%28food_preservation%29


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paste. The paste was cooked by pouring it onto a flat, hot rock, resulting in a bread-like

substance. Later, this paste was roasted on hot embers, which made bread-making easier,

as it could now be made any time fire was created. TheAncient Egyptiansbakedbreadusing yeast, which they had previously been using to brew beer. Bread baking began in

Ancient Greece around 600 BC, leading to the invention of enclosed ovens. "Ovens and

worktables have been discovered in archaeological digs from Turkey (Hacilar) toPalestine (Jericho)and these date from about 5600BCE."

Baking flourished in the Roman Empire. In about 300 BC, the pastry cookbecame an occupation for Romans (known as the pastillarium). This became a respected

profession because pastries were considered decadent, and Romans loved festivity and

celebration. Thus, pastries were often cooked especially for large banquets, and any

pastry cook who could invent new types of tasty treats was highly prized. Around 1 AD,there were more than three hundred pastry chefs in Rome, and Cato wrote about how they

created all sorts of diverse foods, and flourished because of those foods. Cato speaks of

an enormous amount of breads; included amongst these are the libum (sacrificial cakes

made with flour), placenta (groats and cress), spira (our modern day flour pretzels),scibilata (tortes), savaillum (sweet cake), and globus apherica (fritters). A great selection

of these, with many different variations, different ingredients, and varied patterns, wereoften found atbanquets and dining halls. The Romans baked bread in an oven with itsown chimney, and had mills to grind grain into flour. A bakers'guild was established in

168 BC inRome.

Eventually, the Roman art of baking became known throughout Europe, and

eventually spread to the eastern parts of Asia. From the 19th century, alternative

leavening agents became more common, such asbaking soda.Bakers often baked goodsat home and then sold them in the streets. This scene was so common that Rembrandt,

among others, painted a pastry chef selling pancakes in the streets of Germany, with

children clamoring for a sample. In London, pastry chefs sold their goods from handcarts.

This developed into a system of delivery of baked goods to households, and demandincreased greatly as a result. In Paris, the first open-air caf of baked goods was

developed, and baking became an established art throughout the entire world.

Commercial baking

Baking developed into an industry using machinery that enabled more goods to be

produced and which then had to be distributed more widely. In the United States the

baking industry "was built on marketing methods used during feudal times and

production techniques developed by the Romans." Some makers ofsnacks such aspotatochips or crisps have produced baked versions of their snack items as an alternative to the

usual cooking method ofdeep-frying in an attempt to reduce the calorie or fat content of

their snack products. Baking has opened up doors to businesses such as cake making

factories and private cake shops where the baking process is done with larger amounts inbigger and open furnaces.
http://en.wikipedia.org/wiki/Ancient_Egypthttp://en.wikipedia.org/wiki/Breadhttp://en.wikipedia.org/wiki/Ancient_Greecehttp://en.wikipedia.org/wiki/Hacilarhttp://en.wikipedia.org/wiki/Jerichohttp://en.wikipedia.org/wiki/Common_Erahttp://en.wikipedia.org/wiki/Roman_Empirehttp://en.wikipedia.org/wiki/Tortehttp://en.wikipedia.org/wiki/Fritterhttp://en.wikipedia.org/wiki/Banquethttp://en.wikipedia.org/wiki/Guildhttp://en.wikipedia.org/wiki/Romehttp://en.wikipedia.org/wiki/Baking_sodahttp://en.wikipedia.org/wiki/Rembrandthttp://en.wikipedia.org/wiki/Snackshttp://en.wikipedia.org/wiki/Potato_chips#Similar_foodshttp://en.wikipedia.org/wiki/Potato_chips#Similar_foodshttp://en.wikipedia.org/wiki/Deep-fryinghttp://en.wikipedia.org/wiki/Deep-fryinghttp://en.wikipedia.org/wiki/Potato_chips#Similar_foodshttp://en.wikipedia.org/wiki/Potato_chips#Similar_foodshttp://en.wikipedia.org/wiki/Snackshttp://en.wikipedia.org/wiki/Rembrandthttp://en.wikipedia.org/wiki/Baking_sodahttp://en.wikipedia.org/wiki/Romehttp://en.wikipedia.org/wiki/Guildhttp://en.wikipedia.org/wiki/Banquethttp://en.wikipedia.org/wiki/Fritterhttp://en.wikipedia.org/wiki/Tortehttp://en.wikipedia.org/wiki/Roman_Empirehttp://en.wikipedia.org/wiki/Common_Erahttp://en.wikipedia.org/wiki/Jerichohttp://en.wikipedia.org/wiki/Hacilarhttp://en.wikipedia.org/wiki/Ancient_Greecehttp://en.wikipedia.org/wiki/Breadhttp://en.wikipedia.org/wiki/Ancient_Egypt


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The aroma and texture of baked goods as they come out of the oven is strongly

appealing but it is a quality that is quickly lost. Since the flavour and appeal largely

depend on this freshness, commercial producers have had to compensate by using foodadditives as well as imaginativelabelling.As baked goods are more and more purchased

from commercial suppliers, producers try to capture that original appeal by adding the

label "home-baked". Such a usage seeks to make an emotional link to the rememberedfreshness of baked goods and seeks also to attach any positive associations the purchaserhas with the idea of "home" to the bought product. Freshness is such an important quality

that restaurants, although they are commercial (and not domestic) preparers of food, bake

their own products for their customers. For example, scones at The Ritz London Hotel"are not baked until early afternoon on the day they are to be served, to make sure they

are as fresh as possible."

Equipment

Baking bread at theRoscheider Hof Open Air Museum

Baking needs an enclosed space for heating - anoven.The fuel can be supplied by

wood or coal; gas or electricity. Adding and removing items from an oven may be doneby a long handled tool called apeel.

Many commercial ovens are provided with two heating elements: one for baking,usingconvection andthermal conduction to heat the food, and one for broiling or grilling,

heating mainly by radiation. Another piece of equipment still used in the 21st century for

baking is theDutch oven."Also called a bake kettle, bastable, bread oven, fire pan, bakeoven kail pot, tin kitchen, roasting kitchen, doufeu (French: "gentle fire") or feu de

compagne (French: "country oven") [it] originally replaced the cooking jack as the latest

fireside cooking technology," combining "the convenience of pot-oven and hangoveroven."

Process

There are eleven events that occur concurrently during baking, and some of them,

such asstarch glutenization, would not occur at room temperature.

Fats melt; Gases form andexpand Microorganisms die Sugardissolves Egg andglutenproteins coagulate Starches gelatinise Gasesevaporate Caramelization andMaillard browning occur on crust Enzymes are inactivated Changes occur tonutrients Pectinbreaks down.
http://en.wikipedia.org/wiki/Food_additivehttp://en.wikipedia.org/wiki/Food_additivehttp://en.wikipedia.org/wiki/Labellinghttp://en.wikipedia.org/wiki/The_Ritz_London_Hotelhttp://en.wikipedia.org/wiki/Roscheider_Hof_Open_Air_Museumhttp://en.wikipedia.org/wiki/Ovenhttp://en.wikipedia.org/wiki/Peel_%28tool%29http://en.wikipedia.org/wiki/Convectionhttp://en.wikipedia.org/wiki/Thermal_conductionhttp://en.wikipedia.org/wiki/Dutch_ovenhttp://en.wikipedia.org/wiki/Starchhttp://en.wikipedia.org/wiki/Fathttp://en.wikipedia.org/wiki/Gashttp://en.wikipedia.org/wiki/Thermal_expansion#Expansion_in_gaseshttp://en.wikipedia.org/wiki/Microorganismhttp://en.wikipedia.org/wiki/Sugarhttp://en.wikipedia.org/wiki/Dissolution_%28chemistry%29http://en.wikipedia.org/wiki/Glutenhttp://en.wikipedia.org/wiki/Proteinhttp://en.wikipedia.org/wiki/Starch_gelatinizationhttp://en.wikipedia.org/wiki/Evaporationhttp://en.wikipedia.org/wiki/Caramelizationhttp://en.wikipedia.org/wiki/Maillard_reactionhttp://en.wikipedia.org/wiki/Enzymehttp://en.wikipedia.org/wiki/Nutrienthttp://en.wikipedia.org/wiki/Pectinhttp://en.wikipedia.org/wiki/Pectinhttp://en.wikipedia.org/wiki/Nutrienthttp://en.wikipedia.org/wiki/Enzymehttp://en.wikipedia.org/wiki/Maillard_reactionhttp://en.wikipedia.org/wiki/Caramelizationhttp://en.wikipedia.org/wiki/Evaporationhttp://en.wikipedia.org/wiki/Starch_gelatinizationhttp://en.wikipedia.org/wiki/Proteinhttp://en.wikipedia.org/wiki/Glutenhttp://en.wikipedia.org/wiki/Dissolution_%28chemistry%29http://en.wikipedia.org/wiki/Sugarhttp://en.wikipedia.org/wiki/Microorganismhttp://en.wikipedia.org/wiki/Thermal_expansion#Expansion_in_gaseshttp://en.wikipedia.org/wiki/Gashttp://en.wikipedia.org/wiki/Fathttp://en.wikipedia.org/wiki/Starchhttp://en.wikipedia.org/wiki/Dutch_ovenhttp://en.wikipedia.org/wiki/Thermal_conductionhttp://en.wikipedia.org/wiki/Convectionhttp://en.wikipedia.org/wiki/Peel_%28tool%29http://en.wikipedia.org/wiki/Ovenhttp://en.wikipedia.org/wiki/Roscheider_Hof_Open_Air_Museumhttp://en.wikipedia.org/wiki/The_Ritz_London_Hotelhttp://en.wikipedia.org/wiki/Labellinghttp://en.wikipedia.org/wiki/Food_additivehttp://en.wikipedia.org/wiki/Food_additive


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The dry heat of baking changes the form of starches in the food and causes its

outer surfaces to brown, giving it an attractive appearance and taste. The browning is

caused by caramelization of sugars and the Maillard reaction. Maillard browning occurswhen "sugars break down in the presence of proteins". Because foods contain many

different types of sugars and proteins, Maillard browning contributes to the flavour of a

wide range of foods, including nuts, roast beef and baked bread." The moisture is neverentirely "sealed in"; over time, an item being baked will become dry. This is often anadvantage, especially in situations where drying is the desired outcome, like dryingherbs

or roasting certain types of vegetables.

The baking process does not require any fat to be used to cook in an oven. When

baking, consideration must be given to the amount of fat that is contained in the food

item. Higher levels of fat such asmargarine,butter or vegetableshortening will cause anitem to spread out during the baking process.

With the passage of time breads harden; they becomestale.This is not primarily

due to moisture being lost from the baked products, but more a reorganization of the wayin which the water and starch are associated over time. This process is similar to

recrystallization,and is promoted by storage at cool temperatures, such as in a domesticrefrigerator.

Cultural and religious significance

Baking, especially of bread, holds special significance for many cultures. Baking

is such a fundamental part of everyday food consumption, so familiar to children that thenursery rhyme Pat-a-cake, pat-a-cake, baker's man takes baking as its subject. Baked

goods are normally served at all kinds of party and special attention is given to their

quality at formal events. They are also one of the main components of a tea party,including at nursery teas and high teas, a tradition which started in Victorian Britain,reportedly when Anna Russell, Duchess of Bedford "grew tired of the sinking feeling

which afflicted her every afternoon round 4 o'clock ... In 1840, she plucked up courage

and asked for a tray of tea, bread and butter, and cake to be brought to her room. Onceshe had formed the habit she found she could not break it, so spread it among her friends

instead. As the century progressed, afternoon tea became increasingly elaborate."

For Jews, Matzo is a baked product of considerable religious and ritual

significance. Baked matzah bread can be ground up and used in other dishes, such as

Gefilte fish, and baked again. For Christians, bread has to be baked to be used as anessential component of the sacrament of the Eucharist.In theEastern Christian tradition,

baked bread in the form of birds is given to children to carry to the fields in a spring

ceremony that celebrates theForty Martyrs of Sebaste.
http://en.wikipedia.org/wiki/Herbhttp://en.wikipedia.org/wiki/Margarinehttp://en.wikipedia.org/wiki/Butterhttp://en.wikipedia.org/wiki/Shorteninghttp://en.wikipedia.org/wiki/Stalinghttp://en.wikipedia.org/wiki/Recrystallization_%28chemistry%29http://en.wikipedia.org/wiki/Nursery_rhymehttp://en.wikipedia.org/wiki/Pat-a-cake,_pat-a-cake,_baker%27s_manhttp://en.wikipedia.org/wiki/Partyhttp://en.wikipedia.org/wiki/Tea_partyhttp://en.wikipedia.org/wiki/Anna_Russell,_Duchess_of_Bedfordhttp://en.wikipedia.org/wiki/Matzohttp://en.wikipedia.org/wiki/Gefilte_fishhttp://en.wikipedia.org/wiki/Eucharisthttp://en.wikipedia.org/wiki/Eastern_Christianityhttp://en.wikipedia.org/wiki/Forty_Martyrs_of_Sebastehttp://en.wikipedia.org/wiki/Forty_Martyrs_of_Sebastehttp://en.wikipedia.org/wiki/Eastern_Christianityhttp://en.wikipedia.org/wiki/Eucharisthttp://en.wikipedia.org/wiki/Gefilte_fishhttp://en.wikipedia.org/wiki/Matzohttp://en.wikipedia.org/wiki/Anna_Russell,_Duchess_of_Bedfordhttp://en.wikipedia.org/wiki/Tea_partyhttp://en.wikipedia.org/wiki/Partyhttp://en.wikipedia.org/wiki/Pat-a-cake,_pat-a-cake,_baker%27s_manhttp://en.wikipedia.org/wiki/Nursery_rhymehttp://en.wikipedia.org/wiki/Recrystallization_%28chemistry%29http://en.wikipedia.org/wiki/Stalinghttp://en.wikipedia.org/wiki/Shorteninghttp://en.wikipedia.org/wiki/Butterhttp://en.wikipedia.org/wiki/Margarinehttp://en.wikipedia.org/wiki/Herb


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2.3) OBJECTIVE OF THE STUDY:

The study has following objectives:

To study the retail marketing in Amravati city. To study consumers buying behavior. To know the factors influencing the purchase Decision of bakery products. To know the purchase and consumption pattern of consumers. To study and analyze spatial and temporal aspects of area and price. To understand the marketing aspects and identify different channels of marketing

and their efficiency.

2.4) SCOPE OF THE STUDY:

1. It will help to study retail marketing to changes in products strategies.2. It will help to find out role of retail marketing in customer buying decision.3. It will help to study the consumer behavior to make advertising strategies for new

product.


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CHAPTER 3

RESEARCH METHODOLOGY


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3.1) RESEARCH DESIGN:

To collect data needed to address the above mentioned objectives the exploratory

research design was used.

Exploratory research was design to describe something. It includes surveys and

facts finding enquiries of different kind. The research study is based on collection of data

and analysis to draw the conclusion.

3.2) METHODOLOGY:

The completion of research involved three phases:

First phase: Collection of Secondary and Primary data. Secondary data werecollected from books, magazines and websites, etc. And Primary data was

collected from the structured questionnaire and interview schedule.

Second phase: Pilot study, Actual primary data collection, Editing and tabulationof data.

Third phase: Data analysis using statistical tools. Inferences, conclusions,suggestions based on data collected.

3.3) DATA COLLECTION:

Data means information required in the research. There are two types of data

sources, which have been helpful to carry out the research these are as follows:

Primary data

Primary data are those, which are collected a fresh and for the first time. Primary

data was collected through questionnaires & Interview schedule.

Secondary data

Secondary data are those, which have already been collected by publication of

Governments, Periodicals of organization, newspaper, books, & internet etc.

Questionnaire


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The questionnaire is one of the many ways through which data can be collected.

Questionnaire is widely used by researcher to collect information on related study.

Questionnaire is a method of getting data about retailer by asking them than by observing

and sampling their behavior. Questionnaire should be standardized, its anonymity can be

assured and questionnaire should be design to meet the simple and native language to

allow the use of large sample.

Sampling Universe

The first step in devolving any sample design is to clearly define the set of objects,

technically called the universe.

Sample universe includes retailers of bakery.

Sample Techni que

Sampling technique used for selection of sample non-probability, Convenience

sampling technique.

A convenience sample is that where the sample is selected, in part or only a

limited attempt, to ensure that this sample is an accurate representation of some larger

group of population. The classic example of convenience sample is standing at shopping

mall and selecting shoppers as they walk by to fill out a survey. A convenience sample

chooses the individuals that are easiest to reach or sampling that is done easy. Hence,

convenience sampling was used for the research.

Sample Size

This refers to the number of item to be selected from the universe to constitute a

sample. The sample size is 50 retailers. These users are the families.

3.4) Limitation:


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The limitation of this study is that sometimes the male or female retailers may not

give the proper and correct information regarding the price and bakery foods.

1) The study was limited to Amravati city2) Due to limited time & money, it was not peruse to come whole entire, hence the

sample size was 100 retailers.

3) The study was limited to Pragati bakery ltd.


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CHAPTER 4

COMPANY PROFILE


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4.1) Introduction:

Pragati Bakery play an influential role in society because of their commitment to

community, their sense of responsibility to give back to those who aided them in their

success, and because of a motivation driven by the ideals of family, partnership and

responsibility rather than solely that of making a profit at any cost.

Pragati Bakerys has taken the Company long way. From being one of the biggest

and successful bakery products manufacturing company in the India, has made their flag

high. They are the biggest brand leader in their Products. Over the years, Many of the

Pragati Bakery products - are market leaders in their category.

In India, since 1989 Market. Be it a big city or a remote village of maharashtra,

the Pragati name symbolizes quality, health and great taste! Pragati products are available

to consumers, even in the most remote places and in the smallest of villages. Pragati has

made the strong presence in industry, and to their customer segment.

In the year 1989 to be precise, a bakery was incorporated in Amravati. The beginnings

might have been humble-the dreams were anything but Pragati mechanised its operations.

Pragati business was flourishing. But, more importantly, Pragati was acquiring a

reputation for quality and value.

With the rise in investments in the economy and decrease in costs, peoples

needs have increased in terms of goods and services, different retail experiences all have

contributed toward increasing consumer demand. In this scenario Pragati bakery has

taken full Advantage and Grown in Full fledge. As time moved on, the bakery market

continued to grow and Pragati grew along with it. On the operations front, the company

was making equally dynamic strides

4.2) Aim/ Vision/ Mission:

Mission

We will provide high quality food product at any cost with introducing new and

innovative products. We will satisfy our customer with the better taste and better cost forwhat they are paying.


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Pragatis Vision:

Our vision is to be the leaders in our business, with maintaining the standard,quality and taste of the product and also to maintain the positive attitude with our

valuable customers.

4.3) Company Profile:

Pragati bakery ltd.,Amravati Established Year: 2004 Address: MIDC, P4, Opp. Jaikisan Industries, Amravati Owner: Mr. Yogesh Baitule Products: Cake, Pestry Turnover (Annual): 1,20,000,00 Area: Amravati District Employees : 22 employees Goal: To cover maximum Market and Share Chain of Supply: Manufacturing to Retailers

4.4) Products:

1.) Cake


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2.) Pestry

3.) Bread

4.) Khari-


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CHAPTER 5

DATA ANALYSIS & INTERPRETATION


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The data so collected is scrutinized, tabulated and analyzed by the help of somestatistical tools and techniques and finally used for the study purpose. Following are the

major conclusions are drawn by the researchers.

Table No. 4.1 AGEWISE CLASSIFICATION OF RETAILERS

Sr. No Age(in Years) Number of retailers

1 20-30 10

2 31-40 16

3 41-50 09

4 Above 50 15

TOTAL 50

Fig. no. 4.1 AGEWISE CLASSIFICATIONS OF RETAILERS

Interpretation

From above data it can be interpreted that, 32% of the retailer are from the age

group of 31-40, 30% are from the above 25, 20% retailers are from group 20-30 and 18%

retailers are from 41-50 age group.

20%

32%18%

30%

Number of retailers

20-30

31-40

41-50

Above 50


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Table No. 4.2 INCOME WISE CLASSIFICATION OF RETAILERS

Sr. No Income Per month Number of retailers

1 10000-50000 24

2 50001-75000 17

3 75001-10000 09

TOTAL 50

Fig. no. 4.2 INCOME WISE CLASSIFICATIONS OF RETAILERS

Interpretation

From above data it can interpret that, 48% retailer from 10000-50000 income

groups. 34% are from 50001-75000 income group and 18% retailers earn more than

75000 incomes per month.

48%

34%

18%

Number of retailers

10000-50000 50001-75000 75001-10000


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Table No. 4.3 BUSINESS TYPE WISE CLASSIFICATION OF THE RETAILERS

Sr. No Business Type Number of retailers

1 Partnership 09

2 Single Ownership 41

TOTAL 50

Fig. no. 4.3 BUSINESS TYPE WISE CLASSIFICATION OF THE RETAILERS

Interpretation

From the above data conclusion was drawn that, most of the retailers having

single ownership and that percentile is 82 and 18% retailers having partnership in there

business.

9

41

0

5

10

15

20

25

30

35

40

45

Partnership Single Ownership

Number of ratailers


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Table No. 4.4 COMPANIES PRODUCT HAVING IN SHOP

Sr. No Company Number of retailers

1 Premee 18

2 Pragati Bakery 18

3 Pragati 10

4 Golden 05

TOTAL 50

Fig. no. 4.4 COMPANIES PRODUCT HAVING IN SHOP

Interpretation

From the above data it can be conclude that, retailers having products of a

particular company as follows,

Premee-30%, Pragati Bakery-20%, Pragati-40%, Golden-10%

Premee, 15

Palekar, 10

Pragati, 20

Golden, 5

0

5

10

15

20

25

Premee Palekar Pragati Golden

Number of retailers


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Table No. 4.5 TYPE OF AREA COVERED IN BUSINESS

Sr. No Type of area Number of retailers

1 Urban 36

2 Rural 14

Total 50

Fig. no. 4.5 TYPE OF AREA COVERED IN BUSINESS

Interpretation

From the above data it can interpreted that 72% retailers are in urban area and

28% retailers are from rural area.

Urban, 36

Rural, 14

0

5

10

15

20

25

30

35

40

Urban Rural

Number of retailers


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Table No. 4.6 CUSTOMER GETTING THE PRODUCT AS PER THEIR

DEMAND

Sr. No Get Product Number of retailers

1 Yes 22

2 No 28

Total 50

Fig. no. 4.6 CUSTOMERS GETTING THE PRODUCT AS PER THEIR DEMAND

Interpretation

From the above data it can interpret that 44% retailer tell that, customer get

product as per their demand and 56% said not.

Yes, 22

No, 28

0

5

10

15

20

25

30

Yes No

Number of retailers


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Table No. 4.7 FREQUENCY THAT CUSTOMER PURCHASE PRODUCT IN A

MONTH

Sr. No Frequency Retailer

1 Once 02

2 Weekly 09

3 Daily 31

4 Once in Two days 08

Total 50

Fig. no. 4.7 FREQUENCY THAT CUSTOMER PURCHASE PRODUCT IN A

MONTH

Interpretation

From the above data it can be conclude that, customer purchase the products

frequency are as follows,

Once- 4%, Weekly-18%, Daily-62%, Once In two days-16%

4%

18%

62%

16%

Retailer

Once Weekly Daily Once in Two days


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Table No. 4.8 AWARENESS ABOUT PRAGATI BAKERY LTD. BY RETAILERS

Sr. No Awareness No. of Retailer

1 Yes 35

2 No 15

Total 50

Fig. no. 4.8 AWARENESS ABOUT PRAGATI BAKERY LTD. BY RETAILERS

Interpretation

From the above data conclusion was drawn that, 70% the retailer are was aware

about Pragati Bakery Ltd. And 30% were not aware about company.

0 5 10 15 20 25 30 35

Yes

No

35

15

No. of Retailer


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Table No. 4.9 AWARENESS ABOUT PRAGATI BAKERY LTD. BY

CONSUMERS

Sr. No Awareness No. of Retailer

1 Yes 15

2 No 35

Total 50

Fig. no. 4.9 AWARENESS ABOUT PRAGATI BAKERY LTD. BY CONSUMERS

Interpretation

From the above data conclusion was drawn that, 30% the consumers are aware

about Pragati Bakery Ltd. And 70% were not aware about company.

0 5 10 15 20 25 30 35

Yes

No

No. of Retailer


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Table No. 4.10 FILLING ABOUT THE PRODUCT OF PRAGATI BAKERY LTD.

Sr. No Feedback Number of retailers

1 Best 03

2 Good 08

3 Average 21

4 Not Good 17

Total 50

Fig. no. 4.10 FILLING ABOUT THE PRODUCT OF PRAGATI BAKERY LTD.

Interpretation

From the above data it can be conclude that, the feedback about the products ofPragati Bakery Ltd. Are recorded as follows,

Best-6%

Good-16%

Average-42%

Not Good-34%

0

5

10

15

20

25

Best Good Average Not Good

3

8

2117

Number of retailers


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Table No. 4.11 PRODCUT PREFER MOSTLY BY CUSTOMERS

Sr. No. Product No. of retailer

1 Cake 10

2 Pestry 25

3 Khari 05

4 Bread 15

Total 50

Fig. no. 4.11 PRODCUT PREFER MOSTLY BY CUSTOMERS

Interpretation

From the above data it can be interpreted that most preferences by customer in

bakery ltd. Are as follows

Cake-20%, Pestry- 50%, Khari- 10%, Bread- 30%

0 5 10 15 20 25

Cake

Pestry

Khari

Bread

10

25

5

15

No. of retailer


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Table No. 4.12 SALE OF PRAGATI BAKERY PRODUCTS IN A MONTH

Sr. No. Sale No. of retailer

1 >10000 22

2 >20000 14

3 >30000 10

4 20000, >30000 and 10000 >20000 >30000


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Table No. 4.13 RESPONSE GIVE BY CUSTOMER ABOUT PRICE TO

RETAILER

Sr. No. Feedback No. of retailer

1 Best 03

2 Good 08

3 Average 21

4 Not Good 17

Total 50

Fig. no. 4.13 RESPONSE GIVES BY CUSTOMER ABOUT PRICE TO

RETAILER

Interpretation

From the above data it can be conclude that, the feedback about price the products

of Pragati Bakery Ltd. Are recorded as follows,

Best-6%

Good-16%

Average-42%

Not Good-34%

Best

6%Good

16%

Average

43%

Not Good

35%

No. of retailer


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Table No. 4.14 SATISFACTION ABOUT KEEPING PRODUCT OF

PRAGATI BAKERY LTD.

Sr. No. Satisfied or not No. of retailer

1 Yes 33

2 No 17

Total 50

Fig. no. 4.14 SATISFACTIONS ABOUT KEEPING PRODUCT OF PRAGATI

BAKERY LTD.

Interpretation

From the above data it can be conclude that, 66% retailers are satisfied with

Pragati bakery ltd. and 34% are not happy with Pragati Bakery ltd.

0

5

10

15

20

25

30

35

YesNo

Yes, 33

No, 17

No. of retailer


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Table No. 4.15 FEEDBACK ABOUT IMPROVEMENT IN PRODUCT

Sr. No Opinion Retailer

1 Yes 37

2 No 13

Total 50

Fig. no. 4.15 FEEDBACKS ABOUT IMPROVEMENT IN PRODUCT

Interpretation

From the above data conclusion was drawn that, 74% retailers think that change

will be made in the products and 26% retailers think that not necessary to make changes

in products.

0 10 20 30 40

Yes

No

37

13

Retailer

Retailer


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Table No. 4.16 SUGGESTION ABOUT IMPROVEMENT

Sr. No Improve Retailer

1 Quality Improve 30

2 Price Reduction 12

3 More supply 04

4 Changes in Prod. House 04

Total 50

Fig. no. 4.16 SUGGESTIONS ABOUT IMPROVEMENT

Interpretation

From the above data conclusion was drawn that, the retailer think to quality

improve mostly and some retailers think to price reduction and very much retailers

opinion for prod. House change and more supply.

0 5 10 15 20 25 30

Quality Improve

Price Reduction

More supply

Changes in Prod. House

30

12

4

4

Retailer


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CHAPTER NO 6

FINDINGS, SUGGESSTIONS &

RECOMMONDATION


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6.1) FINDINGS:

1) After conducting the research the researcher found that, mostly retailers are from31-40 age group.

2) Mostly retailers earn 10000-50000 income per month.

3) From that research process, researcher found that mostly retailers have singleownership business.

4) Form that researcher process, researcher found that, mostly retailers keepDinshawas products in their bakery.

5) Researcher found that, most of the retailers are from urban area.

6)

Researcher found that, 44% retailers said that the customer gee product as pertheir demand.

7) Researcher found that, majority in purchasing pattern of the customers is daily..

8) From this research process, it can conclude that 70% retailers aware about thePragati bakery ltd.

9) From this research process, it can conclude that 30% customers aware about thePragati bakery ltd.


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10)42% retailers said the opinion about products of Pragati bakery is average.

11)Pestry are mostly purchasable product by the consumer by the opinion of retailers.

12)Mostly less than 10000 rs. Sale done by retailers of Pragati bakery ltd. in a month.

13)Response give by the customers to the retailers is average.14)66% retailers are satisfied with keeping products of Pragati bakery ltd.

15)74% retailers think that improvement is needs in the products of Pragati bakeryltd.

16)Suggestion gives that will quality improve.


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6.2) SUGGESTIONS & RECOMMONDATIONS:

1. Company should try to improve the quality because more retailers gives opinionthat to improvement in quality.

2. Company should give more emphasize increase sale.

3. Company should produce more products.

4. Company should try to make effective advertisement.

6.3) LIMITATIONS:

The limitation of this study is that sometimes the male or female respondents may

not give the proper and correct information regarding the price and consumption of

bakery foods

1. The study was limited to Amravati city

2. Due to limited time & money, it was not peruse to come whole entire, hence thesample size was 50 respondents.

3. The study was limited Pragati bakery ltd..

dissertation on mba marketing

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