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“An analytical study of Products of Haldiram Special Reference to Amravati city”

CHAPTER 1

INTRODUCTION

1.1) Introduction to Diversified Products of Haldiram:

Haldirams is India's oldest and most trusted FMCG brand inbusiness of exotic

and ethnic Indian food. Haldirams headquartered in NewDelhi is world's biggest

Indian Food Company with specialty delicaciesbeing sold and served in over 60+

countries around the world.

HALDIRAM’S is a name associated with consumers for sweets and namkeens

for the past six decades in India and abroad. It made its modest start in the beginning

1941 in Bikaner in the State of Rajas than. Today the company has diversified into

snack food, sweets, syrups, biscuits and fast food. It is the leader in the Namkeens

segment with a 70% of that total share in the market.

Haldiram’s is a huge brand and has diversified its activities into

variousindustries. The one industry where it is the king right now is the

“namkeens”industry. Hence the project mainly focuses on studying Haldiram’s

namkeen division, though other areas have been briefly mentioned Haldiram’s offers

a wide range of products to its customers. The product range includes namkeens,

sweets sharbat, bakery items, dairy products,chips, papad and ice creams. However

namkeens remain the main area offocus for the group as it contributes close to 60% of

its total revenues. Byspecializing in the manufacturing in the namkeen market the

company hascreated a niche market. The raw materials used to prepare namkeens

areof best of quality and are sourced from all over India.

The food industry in India is forever changing to suit their consumers’ palate,

preference and pocket. All the players in the industry thus, have

toconstantly adapt to the ever-changing trends and invent and re-invent them to stay

in the league. Haldiram’s competes on the basis of numerous factors including brand

recognition due to distinct packaging, product quality, traditional taste andauthentic

Indian flavor.

Bhartiya Mahavidyalay, Amravati


1.2) Marketing of Haldiram:

Haldirams product promotion had been low key until competitionintensified in

the snack foods market. Consequently, attractive posters,brochures and mailers were

designed to enhance the visibility of theHaldirams brand. Different varieties of posters

were designed to appeal tothe masses.

The punch line for Haldirams products was, ‘Always in good taste.’

Advertisements depicting the entire range of Haldirams sweets andnamkeens

were published in the print media (magazines and newspapers).These advertisements

had captions such as ‘millions of tongues can’t gowrong,’ ‘What are you waiting for,

Diwali?’ and ‘Keeping your taste buds on their toes.To increase the visibility of the

Haldirams brand, the company placed itshoardings in high traffic areas such as

train stations and bus stations.Posters were designed for display on public transport

vehicles such asbuses, and hoardings, focused on individual products were developed.

Captions such as ‘yeh corn hain’ (this is corn), ‘chota samosa – big mazaa’ (small

samosa – big entertainment), ‘yeh Kashmiri mix khoob jamega’ (thisnamkeen item

will gel well) and ‘oozing with taste’ (for Rasgoolas) promoted individual products.

For those customers who wanted to know more about Haldirams products, special

brochures were designed which described the products and gave information about

the ingredients used to make it. Mailers were also sent to loyal customers

and important corporate clients as a token of appreciation for their patronage.

There is a strong emphasis on international standards of manufacturing and

quality control. HALDIRAM’S products taste like they have arrived fresh out of

granny’s kitchen; they share the Indian granny’s proverbial fetish for hygiene. Their

ethos may date back to vintage India, but by outlook is every bit as professional as

that of a progressive, modern day Indian company. They have regular laboratory

check to ensure that the quality parameters of FDA, USA and Safety Act, UK are met

at every level - raw material to finished products. They also have advanced in-house

testing facilities for Aflatoxin, Pesticides, Sudan colors and other Microbiological

tests and the laboratory is not all there is. they have a definite environmental policy in

place, which lays emphasis on waste management, water and energy conservation



1.3) Diversified Products:

HALDIRAM Marketing Pvt Ltd, manufacturers of Haldiram's brand of Indian

snack foods, is to diversify into production of biscuits, pastas and noodles.

According to Mr Manohar Agarwal, Managing Director, the company plans to

invest over Rs 50 crore in a new plant to produce instant noodles and pastas. The

company is in talks with Italian players to acquire the technology.

The unit, planned in Uttaranchal, would commence production by March 2007

to take advantage of tax benefits, which was the reason the plant was coming up there,

he said. It had bought over 10 acres of land and discussions with Italian companies

were at an advanced stage.

The new product range will also be under the Haldiram's brand. The Rs 1,000-

crore family-managed company has over six manufacturing units each churning out

over 60-70 tonnes of `namkeens,' `bujjias' and other savouries every day. It also

produces over 70-75 varieties of sweets, but except for a few canned varieties, these

are mostly sold over the counter at their exclusive outlets in Delhi, Bikaner, Nagpur

and Kolkata.

Mr Agarwal was talking to reporters on the sidelines of FoodPro 2005, the

biennial event on food processing organised by the Confederation of Indian Industry.

His brothers - and in Kolkata, his cousins - look after the enterprises that have

a cumulative turnover of more than Rs 1,000 crore. The family also operates over 15

restaurants in Delhi, Nagpur and West Bengal.

Mr Agarwal prefers to keep it all within the family. No expansion was planned

in the South or going for the franchisee route. That was just not on the cards, he

said.Exports account for about Rs 60-70 crore, and this has been a natural growth that

has happened over the last four or five years that the company has been in exports. No

hard selling, he said.

Though it had concentrated on traditional snacks the decision to diversify into

the new product range was driven by market trends, he said.



1.4) Products of Haldiram Group:

Namkeens

200 Gms 400 Gms

1. Plain Bhujia

2. Bhujia

3. Karanchy Mixture

4. Navrattan

5. Nut Cracker

6. Khatta Meetha

7. Bombay Mixture

8. Chana Dal

9. MasalaMoong Dal

10. Moong Dal

11. Boondi Masala

12. Boondi Plain

13. Dal Biji

14. Ghatia

15. Kabli Chana

16. Bhavnagri Sev

17. Aloo Masala

1. Plain Bhhujia

2. Bhhujia

3. Navrattan

4. Khatta Meetha

5. Masala Moong Dal

6. Moong Dal

7. Nut Cracker

8. Dal Biji

9. All in One

10. Aloo Bhhujia

11. Chana Jor Garam

12. Kashmiri Mixture

13. Hara Chiwda

14. Cornflakes Mixture

15. Kaju Mixture

16. Panchrattan

75 Gms



18. Mathri

19. Samosa

20. Bhelpuri

21. All in One

22. Aloo Bhhujia

23. Nimbu Masala

24. Long Sev

25. Methi Sev

26. Peanut Salted

27. Peanut Masala

28. Chana Jor Garam

29. Bombay Chana

30. Kashmiri Mixture

31. Cornflakes Mixture

32. Hara Chiwda Mixture

33. Mint Lachha

34. Chilli Chatak Lachha

35. Kaju Mixture

36. Panchrattan

37. Shahi Mixture

1. Bhhujia

2. Navrattan

3. Khatta Meetha

4. Moong Dal

5. Nut Cracker

6. Aloo Bhhujia

7. Boondi Plain

8. Boondi Masala

9. Nimbu Masala

10. Peanut Salted

11. Masala Moong Dal

30 Gms

1. Nut Cracker

2. Peanut Salted

3. Aloo Bhujia

4. Bhujia

5. Navrattan

6. Moong Dal

7. Khatta Meetha

8. Nimbu Masala



HALDIRAM – is a name associated with consumers for sweets and

namkeens for the past six decades in India and abroad. It made its modest start in the

beginning 1941 in Bikaner in the State of Rajas than. Today the company has

diversified into snack food, sweets, syrups, biscuits and fast food. It is the leader in

the Namkeens segment with a 70% of that total share in the market.

Haldiram’s is a huge brand and has diversified its activities into various

industries. The one industry where it is the king right now is the “namkeens” industry.

Hence the project mainly focuses on studying Haldiram’s namkeen division, though

other areas have been briefly mentioned.

Haldiram’s offers a wide range of products to its customers. The product range

includes namkeens, sweets sharbats, bakery items, dairy products, chips, pappad and

ice creams. However namkeens remain the main area of focus for the group as it

contributes close to 60% of its total revenues. By specializing in the manufacturing in

the namkeen market the company has created a niche market. The raw materials used

to prepare namkeens are of best of quality and are sourced from all over India.



The food industry in India is forever changing to suit their consumers’ palate,

preference and pocket. All the players in the industry thus, have to constantly adapt to

the ever-changing trends and invent and re-invent themselves to stay in the league.

Haldiram’s competes on the basis of numerous factors including brand

recognition due to distinct packaging, product quality, traditional taste and authentic

Indian flavour.

1.6) Marketing Mix of Haldiram:

The marketing mix is a business tool used in marketing and by marketers.

The marketing mix is often crucial when determining a product or brand's offer, and is

often associated with the four P's: price, product, promotion, and place. In service

marketing, however, the four Ps are expanded to the seven P's or Seven P's to

address the different nature of services.

In the 1990s, the concept of four C's was introduced as a more customer-

driven replacement of four P's. There are two theories based on four Cs: Lauterborn's

four Cs (consumer, cost, communication, convenience), and Shimizu's four Cs

(commodity, cost, communication, channel).

In 2012, a new four P's theory was proposed with people, processes, programs,

and performance.

Haldiram’s offers a wide range of products to its customers. The product range

includes namkeens, sweets sharbats, bakery items, dairy products, chips, pappad and

ice creams. However namkeens remain the main area of focus for the group as it

contributes close to 60% of its total revenues. By specializing in the manufacturing in

the namkeen market the company has created a niche market. The raw materials used

to prepare namkeens are of best of quality and are sourced from all over India.

Haldiram’s customizes its products to suit the tastes and preferences of

customers from different parts of India. It launched products, which catered to the

tastes of people belonging to specific regions. For example it launched ‘Murukkus’ a

south Indian Snack and Chennai Mixture’ for south Indian customers. Similarly

Haldiram’s launched ‘bhelpuri’ keeping in mind customers residing in western India.

The company offered certain products such as ‘Nazarana’, ‘Panchratan’ and


http://en.wikipedia.org/wiki/Marketing


‘Premium’ only during the festival season in gift packs. These measures have helped

Haldiram’s compete effectively in a market that is flooded with a variety of snack

items in different shapes, sizes & flavors. It has also recently launched biscuits &

cookies.

Haldiram's offered a wide range of products to its customers. The product

range included namkeens, sweets, sharbats5, bakery items, dairy products, papad6 and

ice-creams (See Exhibit I for details of product range). However, namkeens remained

the main focus area for the group contributing close to 60% of its total revenues. By

specializing in the manufacturing of namkeens, the company seemed to have created a

niche market.

Haldiram's sought to customize its products to suit the tastes and preferences

of customers from different parts of India. It launched products, which catered to the

tastes of people belonging to specific regions. For example, it launched 'Murukkus,' a

South Indian snack, and 'Chennai Mixture' for south Indian customers. Similarly,

Haldiram's launched 'Bhelpuri,' keeping in mind customers residing in western India.

The company offered certain products such as 'Nazarana,' 'Panchratan,' and 'Premium'

only during the festival season in gift packs. These measures helped Haldiram's

compete effectively in a market that was flooded with a variety of snack items in

different shapes, sizes and flavors.

Pricing

Haldiram's offered its products at competitive prices in order to penetrate the

huge unorganized market of namkeens and sweets. The company's pricing strategy

took into consideration the price conscious nature of consumers in India.

Haldiram's launched namkeens in small packets of 30 grams, priced as low as

Rs.5. The company also launched namkeens in five different packs with prices

varying according to their weights (Refer Table I). The prices also varied on the basis

of the type of namkeens and the raw materials used to manufacture it. The cost of

metallized packing7 also had an impact on the price, especially in the case of snack

foods. The company revised the prices of its products upwards only when there was a

steep increase in the raw material costs or additional taxes were imposed.

Place


http://www.icmrindia.org/free%20resources/casestudies/haldiram-marketing.htm#b7




Haldiram's developed a strong distribution network to ensure the widest

possible reach for its products in India as well as overseas. From the manufacturing

unit, the company's finished goods were passed on to carrying and forwarding (C&F)

agents. C&F agents passed on the products to distributors, who shipped them to retail

outlets. While the Delhi unit of Haldiram's had 25 C&F agents and 700 distributors in

India, the Nagpur unit had 25 C&F agents and 375 distributors. Haldiram's also had

35 sole distributors in the international market. The Delhi and Nagpur units together

catered to 0.6 million retail outlets in India. C&F agents received a commission of

around 5%, while distributors earned margins ranging from 8% to 10%. The retail

outlets earned margins ranging from 14% to 30%. At the retail outlet level, margins

varied according to the weight of packs sold. Retailers earned more margins ranging

from 25% to 30% by selling 30 gms pouches (priced at Rs.5) compared to the packs

of higher weights. Apart from the exclusive showrooms owned by Haldiram's, the

company offered its products through retail outlets such as supermarkets, sweet shops,

provision stores, bakeries and ice cream parlors. The products were also available in

public places such as railway stations and bus stations that accounted for a sizeable

amount of its sales.

Promotion

Haldiram's product promotion had been low key until competition intensified

in the snack foods market. The company tied with 'Profile Advertising' for promoting

its products. Consequently, attractive posters, brochures and mailers were designed to

enhance the visibility of the Haldiram's brand...

Positioning

The above initiatives helped Haldiram's to uniquely position its brand.

Haldiram's also gained an edge over its competitors by minimizing promotion costs.

Appreciating the company's efforts at building brand, an analyst said, "Haldiram once

was just another sweet maker but it has moved into trained brands first by improving

the product quality and packaging. Through its clever products and brilliant

distribution it had moved into the star category of brands."...

The Road Ahead



In the financial year 2001-2002, the combined turnover of all three units of

Haldiram's was estimated at Rs. 4 billion. The company targeted a growth of 15% for

the financial year 2002-2003. Analysts felt that, given the competition in the industry,

Haldiram's needed to develop new initiatives achieve this growth. The competition in

the ready-to-eat snack foods market in India was intensifying. Frito Lay India Ltd.

(Frito Lay), one of Haldiram's major competitors, was expanding its market share.

Instead of directly competing with the market leader Haldiram's, the company

launched innovative products in the market and backed them with heavy publicity...

1.6) Promotions of Haldiram Products:

Haldiram’s product promotion had been low key until competition intensified

in the snack foods market. The company tied with ‘Profile Advertising’ for promoting

its products. Consequently, attractive posters, brochures and mailers were designed to

enhance the visibility of the Haldiram’s brand. Different varieties of posters were

designed to appeal to the masses.

The punch line for Haldiram’s products was, ‘Always in good taste.’

Advertisements depicting the entire range of Haldiram’s sweets and namkeens were

published in the print media (magazines and newspapers). These advertisements had

captions such as ‘millions of tongues can’t go wrong,’ ‘What are you waiting for,

Diwali?’ and ‘Keeping your taste buds on their toes.

‘To increase the visibility of the Haldiram’s brand, the company placed its

hoardings in high traffic areas such as train stations and bus stations. Posters were

designed for display on public transport vehicles such as buses, and hoardings,

focused on individual products were developed. Captions such as ‘yeh corn hain’ (this

is corn), ‘chota samosa – big mazaa’ (small samosa – big entertainment), ‘yeh

Kashmiri mix khoob jamega’ (this namkeen item will gel well) and ‘oozing with

taste’ (for Rasgoolas) promoted individual products. For those customers who wanted

to know more about Haldiram’s products, special brochures were designed which

described the products and gave information about the ingredients used to make it.

Mailers were also sent to loyal customers and important corporate clients as a token of

appreciation for their patronage.



Packaging was an important aspect of Haldiram’s product promotion. Since

namkeens were impulse purchase items, attractive packaging in different colors

influenced purchases. Haldiram’s used the latest technology (food items were packed

in nitrogen filled pouches) to increase the shelf life of its products. While the normal

shelf life of similar products was under a week, the shelf life of Haldiram’s products

was about six months. The company projected the shelf life of its products as its

unique selling proposition. Posters highlighting the shelf life of its products carried

the caption ‘six months on the shelf and six seconds in your mouth.’ During festival

season, Haldiram’s products were sold in attractive looking special gift packs.

The showrooms and retail outlets of Haldiram’s gave importance to point of

purchase (POP) displays. Haldiram’s snacks were displayed on special racks, usually

outside retail outlets. The showrooms had sign boards displaying mouth-watering

delicacies with captions such as ‘Chinese Delight,’ Simply South,’ ‘The King of all

Chats'. Posters containing a brief account of the history of Haldiram’s, along with

pictures of its products, were also on display at these showrooms.

Haldiram’s also diversified into the restaurant business to cash in on its brand

image. The company established restaurants in Nagpur and Delhi. The restaurant at

Nagpur devised an innovative strategy to increase its business: It facilitated people

who were traveling by train through Nagpur station to order food from places where

stockists of Haldiram’s Nagpur unit were located. The customers could order for

lunch/dinner by sending a demand draft (DD) or cheque to the Nagpur unit or giving

the same to specified local distributors belonging to the Nagpur unit. Along with the

DD/cheque, customers had to provide information such as the name of the train, its

likely time of arrival at Nagpur, their names and coach and seat numbers.

Haldiram’s restaurants in Delhi also used innovative ways to attract

customers. The restaurant located at Mathura road had special play area for children.

To cater to NRI’s and foreign tourists, who hesitated to consume snack foods sold by

the roadside vendors since it was not prepared in a hygienic manner, the Haldiram’s

restaurant located in South Delhi used specially purified water to make snack foods

including pani puri and chat papri. These promotional strategies helped Haldiram’s to

compete effectively with local restaurant chains such as Nathus, Bikanerwala and

Agarwals and with western fast food chains such as McDonald’s and Pizza Hut.



CHAPTER 2

RESEARCH METHODOLOGY

2.1 MEANING OF RESEARCH:

Research refers to a systematic and objective investigation of a subject or

problem in order to discover relevant information. It is a method of discovering new

facts of verifying old facts, their sequences, inter relationships and natural laws,

which govern them.

Research is an academic activity and as such the term should be used in a

technical sense.

Definitions:-

1) “Research may be defined as a method of studying problems whose

solutions are to be derived partly or wholly from facts.”

-W. S. Manero



2) “Research is the investigation of the underlying processes operative in the

lives of persons who are in association.”

-E. S. Bogardus

Research methodology is a way to systematically solve the research problem.

It may be understood as a science of studying how research is done scientifically. It is

necessary for the researcher to know not only the research methods or techniques but

also the methodology. Researcher also need to understand the assumptions underlying

various techniques and they need to know the criteria by which they can decided that

certain techniques & procedures will be applicable to certain problem and others will

not. All this means that it is necessary for the researcher to design his methodology

for his problem as the same differ from problem to problem.

2.2 OBJECTIVE OF THE STUDY:

• To understand the basic concept of various Products.

• To study the consumer behavior towards Haldiram.

• To analyze the consumer satisfaction level towards Haldiram.

• To gives suggestion to Haldiram’s customers to for utilization of services.

• To study the various products of Haldiram.

Hypothesis:-

In this research process, the researcher gets the data from the consumer to go

to their homes, in the public places, like bus stop, railway stations, etc. researcher got

the response in the favor of Haldiram Company. As we ask the question to the

consumer about their behavior about Haldiram product, why they like to consumer

haldiram products, where did they get the awareness about the Haldiram Products.

• Sampling technique:

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: Sample size is equal to 50 respondents.

2.3) ANALYSIS & COLLECTION OF DATA:

Data means information required in the research. The method of data collection to

be used for the study, the researcher should keep in mind two types of data, i.e.

• Primary data

• Secondary data

• Primary Data:-

Primary data is information that you collect specifically for the purpose of your

research project. An advantage of primary data is that it is specifically tailored to your

research needs. A disadvantage is that it is expensive to obtain.Data collected by the

investigator himself/ herself for a specific purpose.

Sources of Primary data

Survey Method: Data collected through surveys on various public places like bus

stand,Theater for the best changes making in the various products of the haldiran is

called as the Survey Method.

Interview:Data collected through personal interview for getting the personal views

on the quality,taste and satisfaction of the customers on the various products of the

haldiram is called as the inteview method of the primary data.

Observation:Observation is the active acquisition of information from a primary

source.The term may also refer to any data collected during the observation of the

intake of the haldiram product.

Secondary Data:-



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

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

Sources of the Secondary data:

Information collected from the various sources of the secondary data like

brouchers,websites,newspaper,magazines for the products of the haldiram are the

sources of the secondary data.

2.4) Limitation:

The limitation of this study is that sometimes the customers may not give the

proper and correct information regarding the satisfaction level.

• Due to limitation of time, money, energy is restricted only up to Amravati city.

• Much time the certain customer may not provided correct information.

• It will not possible to cover each and every customer. So the study will be

limited to 50 customers only.

• The study was limited to Haldiram Company only.

• It is only for the academic purpose.



CHAPTER 3

COMPANY PROFILE

3.1) Introduction:

Haldiram's Food International Limited today, is recognized as a Star Export

House, by the Directorate General of Foreign Trade, a department working under the

Ministry of Commerce, Government of India.

Haldiram's has its roots established in 1937 in the form of a small retail Sweet

& Namkeen shop in Bikaner, Rajasthan, a small but significant town in the Thar

Desert. Shri Shivkisan Agrawal, the founder of Haldiram's always cherished the

dream of building an empire, manufacture traditional sweets/namkeens, leave a mark

on every occasion and get close to the heart of the common man.

This dream was realized with shifting of its base to Nagpur in 1970. For the

first time people heard of a factory that was operating to manufacture Sweets &

Namkeens. A model plant of its times was set up at:- Haldiram's House; 880, Small

Factory Area, Wardhaman Nagar, Nagpur. In a very shot span 'Haldiram' developed

into a brand and became an inseparable part of every occasion.

This was followed by a chain of retail outlets & showrooms. The product lines

were expanded to match the taste of various segments of the society. Sweets and

namkeens were presented in more durable and commercially viable packaging. This



fetched a overwhelming response and in 1997, Haldiram's forayed into milk and milk

product industry with products such as Khowa, Ghee & Butter Milk, the manufacture

of Extruded foods such as vermicelli and 3-D Snacks.

Technology at Work

Employing State-of-the-art technology, Haldiram's started producing high quality,

ready-to-eat snacks, savories & Sweets. From sourcing raw materials to their

conversion into finished products, every process confirms to the International norms

(HACCP) of Quality & Safety. Human touch is avoided to ensure superior hygiene.

Every care is taken to ensure that our products retain Freshness and Flavour.

Apart from exclusive and innovative recipes, exotic presentation and high quality

products 'Variety' is the key reason behind Haldiram's popularity. Be it Sweets or

Namkeens, the Haldiram's touch makes it more tastier while the hi-tech machinery

ensures that the packaging is done in a attractive way maintaining international

standards of hygiene.

The Brand That Has Earned Trust

Today, Haldiram's with its Branch Offices in commercial capitals like Mumbai,

Bangalore & Chennai, owes its success to the relentless efforts of our founder

Chairman Mr. Shivkisan Agrawal, a visionary, dynamic leader and a successful

entrepreneur. No wonder, today, Haldiram's Nagpur is one of the leading players in

the snack food industry and a proud recipient of the 'International Food Award'.

Haldiram's has carved its way to the top despite stiff competition from the global food

giants and is earning valuable foreign Exchange for our country.

We have been branded as "The No. 1 brand" in the ready-to-eat Snack Food category

and as India's Most Trusted Brand, in 2003.

International memberships

1. Snack food association (sfa), virginia, (usa)

2. European snack association (esa), london (uk)

3. International association of amusement park attractions, alexandria, ua (usa).



Staying in touch with us will keep you up-to-date on the events organized

by Haldirams...

Haldiram's is a major Indian sweets and snacks manufacturer based

in Nagpur, Maharashtra, India. The company has manufacturing plants in Nagpur,

New Delhi, Kolkata, Bikaner. Haldiram's has its own retail chain stores and a range of

restaurants in Nagpur and Delhi. In contemporary times, Haldiram's products

are exported to several countries worldwide, including Sri Lanka, United Kingdom,

United States, Canada, United Arab Emirates, Australia, New Zealand, Japan,

Thailand and others.

3.2) Company Profile:

Haldiram's

Type Private limited with share capital [1]

Industry Food industry

Founded 1937

Headquarters Nagpur, India

Area served India, Sri Lanka, United Kingdom, United States, Canada, United Arab Emirates, Australia, New Zealand, Japan, Thailand and others

Products Snacks, sweets, beverages, frozen foods

Revenue 35 Billion INR

Website www.haldirams.com


http://www.haldirams.com/

http://en.wikipedia.org/wiki/India

http://en.wikipedia.org/wiki/Nagpur

http://en.wikipedia.org/wiki/Food_industry

http://en.wikipedia.org/wiki/Haldiram's#cite_note-1

http://en.wikipedia.org/wiki/Privately_held_company

http://en.wikipedia.org/wiki/Types_of_business_entity

http://en.wikipedia.org/wiki/File:HaldiramLogo.PNG


3.3) History:

Haldiram's was founded in 1937 by Gangabisenji Agrawal, as a retail sweets

and namkeen shop in Bikaner, Rajasthan. In expansion, the company's first

manufacturing plant was located in Calcutta. In 1970 a larger manufacturing plant

was established in Nagpur. Another manufacturing plant was established in New

Delhi, the capital of India, in the early 1990s, which also had a retail store. In 2003,

the company began the process of developing convenience foods to be marketed to

consumers. In 2008, the chairman of the company's Nagpur branch was Shivkishan

Agarwal. In 2014, Haldiram was ranked 55th among India's most trusted brands

according to the Brand Trust Report, a study conducted by Trust Research Advisory.

3.4) Products:

1) Namkeens

2) Sweets

Canned Sweets Traditional Sweets


http://corporate.haldirams.com/traditional-sweets.html

http://corporate.haldirams.com/canned-sweets.html

http://corporate.haldirams.com/products.html

http://corporate.haldirams.com/namkeens.html


3) Halke Fulke

4) Banana Chips

5) Taka Tak

6) Frozen Foods


http://corporate.haldirams.com/products.html

http://corporate.haldirams.com/taka-tak.html

http://corporate.haldirams.com/banana-chips.html

http://corporate.haldirams.com/halke-fulke.html


7) Drinks

CHAPTER NO 4

DATA INTERPRETATION

The data so collected is scrutinized, tabulated and analyzed by the help

of some statistical tools and techniques and finally used for the study purpose.

Following are the major conclusions are drawn by the researchers.

Table no 1 Age group wise classification of the respondents

Sr. No. Age Group Respondent Percentage

1 Up to 15 03 06

2 21-30 10 20

3 31-40 05 10

4 40 & above 32 64

Total 50 100

Graph no 1 Age group wise classification of the respondents


http://corporate.haldirams.com/drinks.html


Up to 15 21-30 31-40 40 & above0

5

10

15

20

25

30

35

3

10

5

32

Respondent

Interpretation:

From the above data it can be reflected that, 64% age group of 40 & above

preferred a Smart phone product, 10% of age group 25-35, 5% of age group of 35-45

and the rest of age group up to 15 years old.

Table no 2 Gender wise classifications of respondents

Sr. No. Gender Responden

t

Percentage

1 Male 20 40

2 Female 30 60

Total 50 100



Graph no 2 Gender wise classifications of respondents

Male Female

Percentage 20 30

2.5

7.5

12.5

17.5

22.5

27.5

32.5

Percentage

Axis Title

Interpretations:

From the above data it can be reflected that 40% male has been involved and

rest of female prefer than.

Table no 3 Qualification wise classifications of the respondents

Sr. No. Qualification Respondents Percentage

1 SSC/HSC 5 10%

2 Graduate 12 24%

3 Post graduate 25 50%

4 Professional 08 16%



Total 50 100

Graph no 3 Occupation wise classifications of the respondents

SSC/HSC Graduate Post graduate Professional0

5

10

15

20

25

30

5

12

25

8

Respondents

Interpretation:

From the above data it can be reflected that, qualification wise the 50%

respondents are from the post graduates group, 24% are graduates, 16% professionals

and 10% SSC/HSC.

Table no 4 Occupation wise classifications of the respondents

Sr. No. Profession Respondents Percentage

1 Professional 05 10

2 Salaried 05 10

3 Businessmen 18 36

4 Housewives 22 44

Total 50 100



Graph no 4 Occupation wise classifications of the respondents

Professional Salaried Businessmen Housewives0

5

10

15

20

25

5 5

18

22

Respondents

Interpretation:

From the above data it can be reflected that, i.e. 45% preferred by housewives,

in the salaries level it is used 09% and the rest of used in businessmen, professional

peoples.

Table no 5 Income wise classification of the Respondents

Sr. No. Income Respondents Percentage

1 Below 5000 12 24

2 5001-10000 16 32

3 10001-20000 12 24

4 Above 20000 10 20



Total 50 100

Graph no 5 Income wise classification of the Respondents

Below 5000 5001-10000 10001-20000 Above 200000

2

4

6

8

10

12

14

16

18

12

16

12

10

Respondents

Interpretation:

Form the above data it can be reflected that, In the base of economically, it

is used in the base of income i.e. 24% of income group below 5000, 32% of 5,001 -

10,0000, 24% of income group of 10001-20000 and rest of used in the rarely above

income of 20000.

Table No. 6 Respondent’s family member wise classification

Sr. No. Family Members Respondents Percentage

1 1-3 16 32

2 4-6 28 56

3 7-10 04 08

4 11 & more 02 04



Total 50 100

Graph No. 6 Respondent’s family member wise classification

1-3 4-6 7-10 11 & more0

5

10

15

20

25

30

16

28

42

Respondents

Interpretation:

From the above data it can be reflected that, i.e. 16% preferred by 1-3 member

family, 28% by 4-6 member family and the rest of used in 7-10 and 11 & more.

Table No. 7 Respondent’s awareness about Haldiram Products

Sr. No Opinion Number of

respondents

Percentage

1 Yes 38 76

2 No 12 24



TOTAL 50 100

Graph No. 7 Respondent’s awareness about Haldiram Products

Yes No0

5

10

15

20

25

30

35

40

Number of respondents

Interpretation

From the above data conclusion was drawn that, when consumers were asked

about their awareness 76% of the respondents aware to Haldiram Products and 24%

respondent did not aware about it.

Table no. 8 Preferences to the company

Sr. No Company Number of

respondents

Percentage

1 Haldiram 33 66

2 Balaji 12 24

3 Rajwadi 02 04



4 Other 03 06

TOTAL 50 100

Graph no. 8 Preferences to the company

Haldiram Balaji Rajwadi Other0

5

10

15

20

25

30

35 33

12

2 3


Interpretation

In this research process, it concluded that, most of the respondents preferred

Haldiram, i.e. 66%, Balaji 24% and rest of the Rajwadi & Other company’s product.

Table No. 9 Quantity of Packs respondents’ purchase

Sr. No Quantity Number of

respondents

Percentage

1 1-2 05 10

2 3-4 21 42

3 4-6 14 28



4 More than 6 10 20

TOTAL 50 100

Graph No. 10 Quantity of Packs respondents’ purchase

10%

42%

28%

20%


02-Jan04-Mar06-AprMore than 6

Interpretation

From above data it can be concluded that, 42% of the respondent consumer 3-

4 packs of snacks, 28% respondents consumes 6, 20% & 10% respondents consumes

6+ & 1-2 respectively.

Table No. 10 Brand Decision Maker for Snacks Products

Sr. No Decision Maker Number of

respondents

Percentage

1 Wife 38 76

2 Husband 04 08

3 Both 03 06



4 Family 05 10

TOTAL 50 100

Graph No. 10 Brand Decision Maker for Snacks Products

76%

8%

6%

10%

Number of respondentsWife Husband Both Family

Interpretation

From above data it can interpret that, 76% from respondent take decision wife

at home. 08% decisions are taken by husband & 06% decision is taken by both of

them. And 10% decision take by family.

Table No. 11 Factors Affecting On Brand Decision Making

Sr. No Particulars Number of

Respondents

Percentage

1 Price 15 30

2 Quality 16 32

3 Size of Pack 01 02



4 Advertisement 01 02

5 Package Design 01 02

6 Health 16 32

Graph No. 11 Factors Affecting On Brand Decision Making

Price Quality Size of Pack Advertisement Package Design Health 0

2

4

6

8

10

12

14

16

18

1516

1 1 1

16

Number of Respondents

Interpretation

From the above data it can be conclude that, health is the main reason

where 32% peoples choose on the basis of health, 32% choose because of its quality

and 30% because of price, size of pack chooses 02% respondent, advertisement

chooses 02% people & package design chooses by 2% respondent.

Table No. 12 Source of Information for Brand Awareness

Sr. No Source Number of

respondents

Percentage

1 Internet 22 44

2 TV 18 36

3 Paper 05 10



4 Hoardings 05 10

Total 50 100

Graph No. 12 Source of Information for Brand Awareness

Internet TV Paper Hoardings0

5

10

15

20

25

22

18

5 5


Interpretation

From the above data it can be conclude that, 44% of the respondents get

information from internet, 36% from TV, 10% from Papers, 10% percent from

Hoardings.

Table No. 13 Respondents Nature of Purchasing

Sr. No. Nature No. of

respondent

Percentage

1 Impulsive 20 40

2 Planned 30 60

Total 50 100



Table No. 13 Respondents Nature of Purchasing

Impulsive

Planned

0

10

20

30

40

50

60

No. of respondent

Interpretation

From the above data it can be conclude that, 60% respondents are impulsive

nature for purchasing snacks product, 40% are planned nature.

Table No. 14 Satisfaction of the Respondents

Sr. No. Feedback No. of

respondent

Percentage

1 Highly Satisfied 05 10

2 Satisfied 23 46

3 Average Satisfied 14 28



4 Unsatisfied 08 16

Table No. 14 Satisfaction of the Respondents

Highly Satisfied

Satisfied

Average Satisfied

Unsatisfied

0 5 10 15 20 25 30 35 40 45 50

No. of respondent

Interpretation

From the above data it can be interpreted that, 46% respondents are satisfied

with their edible oil brands. 28% respondents are average satisfied, 16% are

unsatisfied, and 10% are highly satisfied.

Table No. 15 Respondents recommendation to other about purchasing Haldiram

product


respondents

Percentage

1 Yes 38 76

2 No 04 08



3 Some times 08 16

TOTAL 50 100

Graph No. 15 Respondents recommendation to other about purchasing

Haldiram phone product

76%

8%

16%

Number of respondentsYes No Some times

Interpretation

From above data it can interpret that, 76% from respondent give

recommendation to other. 08% decisions are not give recommendation 16% give

sometime recommendation to other.

Table No. 16 Respondent’s awareness about Haldiram product logo


respondents

Percentage

1 Yes 38 76

2 No 12 24

TOTAL 50 100



Graph No. 16 Respondent’s awareness about Haldiram product logo

Yes No0

10

20

30

40

50

60

70

80


Interpretation

From the above data conclusion was drawn that, when consumers were asked

about their awareness 76% of the respondents aware to Haldiram logo and 24%

respondent did not aware about it logo.

Table No. 17 Respondents considering factor while purchasing a Haldiram

product

Sr. No Source Number of

respondents

Percentage

1 Price 17 34

2 Quality 18 36

3 Availability 05 10



4 After sales service 05 10

5 Brand Name 05 10

Total 50 100

Graph No. 17 Respondents considering factor while purchasing a Haldiram

product

Price Quality Availability After sales service

Brand Name0

5

10

15

20

25

30

35

40

34 36

10 10 10


Interpretation

From the above data it can be conclude that, 34% respondents consider the

price while purchasing a product, 36% respondents consider quality, 10 each of

considered availability, after sales service and brand name.

.

Table No. 18 Respondents Opinion about price of the product is worth


Respondents

Percentage

1 Strongly agree 19 38

2 Agree 22 44

3 Neutral 06 12



4 Disagree 02 04

5 Highly Disagree 01 02

Total 50 100

Graph No. 18 Respondents Opinion about price of the product is worth

Strongly agree Agree

NeutralDisagree

Highly Disagree

0

5

10

15

20

25

19 22

6

21

Number of Respondents

Interpretation

From the above data it can be conclude that, in the satisfaction level

of the respondents from the price of the product is worth, strongly agree are 38%,

agree 44%, neutral 12%, disagree 4% and strongly disagree.

CHAPTER NO 5

FINDINGS

5.1) FINDINGS:



1) After conducting the research the researcher found that, mostly 40 & above

age group people are involved in this research process.

2) Male are mainly involve in purchasing of Snacks Product.

3) In this research process, mostly post graduates are involved.

4) From that research process, businessmen are mostly involved.

5) In this research process, 40% respondents having 5001-10000 monthly

income.

6) In this research process, 36% respondents are 4-6 members in their family.

7) Advertising is major source to get the information for buying. Advertising

affect on consumer buying behavior than other promotional tools.

8) 75% respondents are aware about Snacks Product.

9) Most of the respondents use Haldiram.

10) In the research process, 3-4 Snacks Products by 42% respondents.

11) 77% wives are take decision of purchasing the Snacks Product.

12) Researcher found that, price and quality affects more in the brand decision

making.

13) Advertisement is the major source for the information.

14) In this research process, planned purchase is done by the respondents mostly.

15) In this research process, mostly respondents are highly satisfied by the

purchasing Haldiram Snacks Product.



16) Mostly respondents are recommended Haldiram Snacks Product to others.

17) In this research process, 75% respondents are aware about Haldiram Snacks

Product logo.

18) In this research process, mostly respondents are satisfied with promotional

activities of Haldiram Snacks Product.

19) Mostly respondents considered price and quality.

20) Respondents said about price worth are strong.

21) Mostly respondents give IInd ranking to Haldiram Smart phoneproduct.

CHAPTER NO 6

SUGGETIONS & CONCLUSIONS



6.1) CONCLUSIONS:

1. From this research process it is concluded that, Haldiram companies products

is most popular product among the consumers.

2. The other conclusion is drawn that, wives are mostly decision making person

so that’s why it more emphasizes to the company.

3. In the other view the conclusion is drawn that, most of the consumers are from

middle class category.

6.2) SUGGESTIONS

4. Haldiram Snacks Product manufacturer companies should try to decrease the

cost of bar because more consumers are belongs to the middle class so more

cost will be Economical for them.

5. Companies should give more emphasize on quality and quantity.

6. Haldiram Snacks Product manufacturer should try to make more size of pack.

7. Advertisement affected to the consumer’s behavior so companies should try to

make effective advertisement.


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