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PARLE AGRO PVT. LTD., BRAND – AN EMPIRICAL STUDY ON

CUSTOMER PERCEPTION TIRUPATI CITY

G. RADHA KRISHNA MURTHY 1 B.G.V PHANI MADHAV

2 Dr. V. MURALI KRISHNA

3

1Research scholar, Bharathiyar University, Coimbator, TN. India

2Research scholar, Bharathiyar University, Coimbator, TN, India

3 Assistant Professor, SITAMS, Chittoor, Andhra Pradesh, India

ABSTRACT

One thing we have in common is that we all are customers. In fact everybody in this world is a

customer. Every day of our life we are perceived something about a product or service in different

way. We buy and consuming an incredible variety of goods. However, as we all are having difference

tastes and preferences, likes and dislikes and own beliefs, to adopt different behaviour patterns while

we making our Purchase decisions. The study of customer perception refers to the process by which

we select, organize, and interpret the information and its inputs to create a meaningful picture of the

world. It depends not only on our Physical motivation, but also on the stimuli’s relationship to their

surrounding environment and on Conditions within each of us. Individual person might perceive a

fast-talking salesperson as aggressive and dishonest; another, as intelligent and supportive. Each will

respond to the sales person differently. The main aim of the study is to analyse the perception of

customers towards Parle Agro Pvt. Ltd., Pvt. Ltd. and to know the customer taste, beliefs, attitude and

preferences of a Parle Agro Pvt. Ltd., brands.

Key words: Perception, Agro, motivation, customers.

INTRODUCTION

Parle Products Company was established in 1929 in British India. The company was possessed by the

―Chauhan‖ family of Vile Parle of Mumbai. Parle has began manufacturing biscuits in 1939. In 1947,

when India became independent, the company launched an ad campaign, show casing its Gluco

biscuits as an Indian alternative to the British biscuits. The Parle brand became famous in India

because of the success of products such as the Parle-G biscuits. In February 2008, Parle Products

sued Parle Agro Pvt. Ltd., for using the brand Parle for competing confectionary products. Later,

Parle Agro Pvt. Ltd., launched its confectionery products under a new design which did not include

the Parle brand name. In 2009, the Bombay High Court ruled that Parle Agro Pvt. Ltd., can sell its

confectionery brands under the brand name "Parle" or "Parle Confi" on condition that it clearly

specifies that its products belong to a separate company, which has no relationship with Parle

Products.

Parle Agro Pvt. Ltd., is one of the leading FMCG companies in India. Parle Agro Pvt. Ltd.,

commenced operations in 1984. It started with beverages, and later diversified into Bottled water

(1993), plastic packaging (1996) and confectionary (2007). Frooti, the first product rolled out of Parle

Agro Pvt. Ltd., in 1985, became the largest selling mango drink in India. It owns several popular

brands Including Frooti, Appy, Saint Juice, LMN, Cafe Cuba, Hippo and Bailey.Parle Agro Pvt. Ltd.,

also diversified into production of PET performs (semi-finished bottles) in 1996. Its customers

include companies in the beverages, edible oil, confectionery and pharmaceutical segments.

INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEWISSN:2321-0346 - ONLINE ISSN:2347-1670 - PRINT -IMPACT FACTOR :0.882VOLUME 3, ISSUE 12, DECEMBER 2015

www.icmrr.org 81 [email protected]

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REVIEW OF LITERATURE

A literature review is a body of text that aims to review the critical points of current knowledge.

Literature review are secondary sources and as such, do not report any new experimental work.

DilberUlas, H. Bader Arslan (2006) The purpose of this study is to present a brand view and

analysis of brand switching of cola consumers in Turkish cola market. Cola turka. The new cola

brand, has captured almost one-quarter of the market. It has the potential to create loyal consumers.

Despite Coca-Cola preserving its dominance, Pepsi-cola has been surpassed by this new product.

Gunne Grankvist, Hans Lekedal, Maarit Marmendal (2007), Gupta & Gupta (2008) ―fruit

drinks: how healthy and safe‖ discussed that fruit drinks are popularly used in most urban households

today markets are flooded with large variety of juices.

Charles (2009) ― Market news service: fruit juices report‖ in his studies discussed that the fruit juice

market is presently relatively quiet, provided one ignores the continued collapse in the price of FCOJ.

MarianelaFornerino, Francoisd’Hauteville (2010) This experimental research seeks to offer a

method for measuring the respective product and brand contributions to the global perceived quality

dimension in the case of five brands of orange juices. Results indicate an assimilation effect for the

national brands, particularly strong with the most preferred brand, and a non-significant brand effect

for the retailer’s brand, although both products were rated the same in the blind evaluation.

OBJECTIVES OF THE STUDY

To analyse the perception of customers towards Parle Agro Pvt. Ltd., Pvt. Ltd. in Tirupati, AP

region.

To know the customer taste, beliefs, attitude and preferences of Parle Agro Pvt. Ltd., brands.

To offer suggestions necessary based on the survey.

RESEARCH METHODOLOGY

Research is a systematic design, collection, analysis and reporting of data and findings

relevant to specific situation or problem. The objective of the study is to describe the research

procedure and methods that have been adopted for achievement of the project objectives.

DATA SOURCES

To perform the research study by researcher, the sources of data obtained are:

a. Primary Data: The data is obtained by interacting and interviewing the customers in Tirupati.

b. Secondary Data: This data obtained from company websites, books, newspapers, magazines

published from time to time.

RESEARCH APPROACHES

Survey Research: Surveys are best suited for descriptive research. Companies undertake surveys to

learn about customer knowledge, beliefs, preferences and satisfaction. It requires development of a

survey instrument, usually a questionnaire, which the respondents are asked to fill up.



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Research Instrument- Questionnaire: This is one of the data collection tool. It is quite popular

particularly in case of big enquires. It is being adopted by private individuals, research worker, private

and public organisation and even government. A questionnaire consists of set of questions presented

to respondents. Because of its flexibility and it is issued to persons concerned with a request to answer

the questions and return the questionnaire. The researcher used the structured questionnaire. It

specifies all possible answers and provides answers to interpret and tabulate.

SAMPLING PROCEDURE

Sampling is simply the process of learning about population on the basis of sample drawn

from it. In this technique, instead of every unit of universe only a part of the universe is studied and

conclusion is drawn on the basis of entire universe.

SAMPLING DESIGN

Present perception and expectation from this brand. The researcher selected the customers of Parle

Agro Pvt. Ltd., Pvt. Ltd., at Tirupati for this research study.

Sampling Plan

Sampling unit: Sampling unit includes all the customers of Parle Agro Pvt. Ltd., products present

in Tirupati.

Sampling size: sample size consists of 120 customers.

Sampling Method: For collecting information from customers convenience sampling method is

used which is under non-probabilistic sampling method.

DATA ANALYSIS TOOLS

Data analysis was conducted on the collected primary data by using statistical techniques and data is

presented with the help of pre-diagrams, bar charts and tables.

DATA ANALYSIS & INTERPRETATION

1. Awareness about Parle Agro Pvt. Ltd., brands:

S.

No Attributes

No. of

respondent

s

per cent of

respondents

1. Electronic

Media

46 38.33

2. Print Media 20 16.66

3. Friends 28 23.33

4. Internet 17 14.16

5. Other 09 7.50

Total 120 100.00

Table: 1 Graph: 1

38.33

16.6623.33

14.167.5

0

10

20

30

40

50

% o

f re

spo

nd

en

ts

Know about Parle agro brands



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Interpretation: From the above analysis we observe that 38.33 per cent of the customers are known

about Pale brands through electronic media, 23.33 per cent have known through friends and rest will

known by media, internet and others.

2. Brand preference in Parle Agro Pvt. Ltd.,

S. no Attributes No. Of

respondents

per cent of

respondents

1. Mango Frooti 58 48.33

2. Appy 32 26.66

3. Saint Juice 14 11.66

4. Cafe Cuba 04 03.33

5. LMN 12 10.00

120 100.00

Table: 2 Graph: 2

Interpretation: From the above analysis it is observed that 48.33 per cent are customers prefer

Mango frooti as their preference.26.66 customers prefer Appy.

3 Opinions on Quality of Mango Frooti

S.

No Attributes

No. of

respondents

per cent of

respondents

1. Excellent 46 38

2. Good 44 37

3. Average 18 15

4. Poor 08 7

5. Very poor 04 3

Total 120 100

Table: 3 Graph: 3

Interpretation: From the above analysis we observe that 38 per cent of customers feel that Mango

Frooti has excellent quality.

4. Availability of Mango Frooti in Lower Price

S.

no Attributes

No. of

respondents

per cent of

respondents

1. Strongly Agree 60 50

2. Agree 42 35

3. Neutral 9 8

4. Disagree 6 5

5. Strongly

disagree

3 2

Total 120 100

Table: 4 Graph: 4

38 37

157 30

20

40

%o

f re

spo

nd

en

ts

Attributes

Quality of Mango Frooti

48.3326.66

11.66 3.33 100

204060

Mango Frooti

Appy Saint Juice

Cafe Cuba

LMN

%o

f re

spo

nd

en

ts

Attributes

Brand Preference

5035

8 5 20204060

%o

f re

spo

nd

en

ts

Attributes

Availability of Mango frooti in

lower price



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Interpretation:

From the above analysis we observe that 50 per cent of the customers strongly agreed Mango Frooti is

available in lower price.

5. Mango Frooti is healthy drink

S.

no Attributes

No. of

respondents

per cent of

respondents


2. Agree 48 40

3. Neutral 20 17

4. Disagree 12 10

5. Strongly

disagree

5 4

Total 120 100

Table: 5 Graph:5

Interpretation:

From the above graph we analyse that 40 per cent of the customers agreed Mango Frooti is good for

health.

6 Difference between Appy fizz and Appy Classic regarding Taste.

S. no Attributes No. of

respondents

per cent of

respondents

1. Yes 83 69

2. No 37 31

Total 120 100

Interpretation:

From the above analysis we observe 69 per cent of the customers believe that appy fizz and appy

classic are different products regarding taste.

7 Preference of pack b/n appy fizz and appy classic


respondents

per cent of

respondents

1. Appy fizz tetra pack 30 25

2. Appy fizz pet bottle 54 45

3. Appy classic tetra pack 22 18

4. Appy classic pet bottle 14 12

Total 120 100

Table:7 Graph:7

Interpretation:

From the above analysis we observe that 45 per cent of customers prefer appy fizz pet bottle.

25 per cent of the customers prefer appy fizz tetra pack.

6931000

Taste difference between appy fizz and appy classic

25

45

1812

0

20

40

60

%o

f re

spo

nd

en

ts

Attributes

Preference of pack between appy fizz and appy classic

2940

17 104

0

20

40

60

%o

f re

spo

nd

en

ts

Attributes

Mango Frooti is good for health



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8. Quantity choose in appy

S.no Attributes No. of

respondents

per cent of

respondents

1. 160ml 42 35

2. 200ml 25 20

3. 250ml 27 23

4. 500ml 16 13

5. 1ltr 10 9

Total 120 100

Table: 8 Graph: 8

Interpretation:

From the above analysis 35 per cent of the customers prefer appy 160ml.

9 Level of satisfaction towards appy advertisement


respondents

per cent of

respondents

1. Highly satisfied 10 8

2. Satisfied 17 14

3. Moderate 14 12

4. Dissatisfied 49 41

5. Highly dissatisfied 30 25

Total 120 100

Table: 9 Graph:9

Interpretation:

From the above analysis we observe that 41 per cent of custoemers are dissatisfied with appy

advertisemernt.

10 Saint juice view

S. no Attributes No.of

respondents

per cent of

respondents

1. As a health drink 64 54

2. As a status symbol 15 12

3. As an put off thirst 41 34

Total 120 100

Table: 10 Graph:10

Interpretation:

From the above analysis we observe that 54 per cent of the customers view saint juice as a health

drink.

35

20 23

139

0

10

20

30

40

160ml 200ml 250ml 500ml 1ltr

%o

f re

spo

nd

en

ts

Attributes

Quantity choose in appy

8 14 1241

250

204060

%o

f re

spo

nd

en

ts

Attributes

Satisfaction with appy

advertisement

54

1234

0204060

As a health drink

As a status symbol

As an put off thirst

%o

f re

spo

nd

en

ts

Attributes

View of saint juice



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11 Induces deal with Fruit juices


respondents

per cent of

respondents

1. Good nutrition 40 33

2. Quality 20 17

3. Availability 16 13

4. Taste 34 28

5. Quantity 10 9

Total 120 100

Table: 11 Graph:11

Interpretation:

From the above analysis we observe that 33 per cent of the customers deal with saint juice as a good

nutrition.

12 Opinion on price of saint juice


respondents

per cent of

respondents

1. Very high 19 16

2. High 36 30

3. Moderate 28 23

4. Low 21 18

5. Very low 16 13

Total 120 100

Table: 12 Graph:4.12

Interpretation:

From the above analysis we observe that 30 per cent of customers opinion on price of the saint juice is

high.

13 Awareness 0n saint juice with frequent advertisement


respondents

per cent of

respondents


2. Agree 49 41

3. Moderate 21 18

4. Disagree 14 11

5. Strongly disagree 6 5

Total 120 100

Table: 13 Graph:13

0204060

% o

f re

spo

nd

en

ts

Attributes

Awareness on saint juice

0

20

40

% o

f re

spo

nd

en

ts

Attributes

Induces deal with saint

juice

010203040

% o

f re

spo

nd

en

ts

Attributes

Opinion on price of saint juice



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Interpretation:

From the above analysis we observe that 41 per cent of the customers agreed with frequent

advertisement leads to more awareness on saint juice.

14 Overall package appearance of Parle Agro Pvt. Ltd., brands

S.

no Attributes

No. of

respondents

per cent of

respondents

1. Excellent 45 37

2. Good 62 52.

3. Neutral 10 8

4. Poor 3 3

5. Very poor -

Total 120 100

Table 14 Graph:14

Interpretation:

From the above analysis we observe that 52 per cent of the customers feel package of Parle Agro Pvt.

Ltd., brands are good.

15 Overall ratings of Parle Agro Pvt. Ltd., brands


respondents

per cent of

respondents

1. Very likely 35 29

2. Somewhat likely 40 33

3. Neutral 24 20

4. Somewhat unlikely 12 10

5. Very unlikely 9 8

Total 120 100

Table: 15 Graph:15

Interpretation:

From the above analysis we observe 33 per cent of the customers agreed with overall ratings of Parle

Agro Pvt. Ltd., brands.

4.16 Satisfaction levels towards promotions of Parle Agro Pvt. Ltd., brands


respondents

per cent of

respondents

1. Highly satisfied 20 17

2. Satisfied 45 38

3. Neither satisfied

nor dissatisfied

33 27

4. Dissatisfied 15 12

5. Highly dissatisfied 7 6

Total 120 100

Table: 16 Graph:16

3752

83

0

20

40

60

% o

f re

spo

nd

en

ts

Attributes

29 33

20 10 8

010203040

% o

f re

spo

nd

en

ts

Attributes

17

38

27

12 6

05

10152025303540

% o

f re

spo

nd

en

ts



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Interpretation:

rom the above analysis we observe that 38 per cent of the customers are satisfied with the promotions

of Parle Agro Pvt. Ltd., brands.

17 Company reaching customers expectations in the market


respondents

per cent of

respondents

1. Strongly agree 15 12

2. Agree 38 32

3. Moderate 26 22

4. Disagree 30 25

5. Strongly disagree 11 9

Total 120 100

Table: 17 Graph:17

Interpretation:

From the above analysis we observe that 32 per cent of the customers agree with Parle Agro Pvt.

Ltd., brands reached expectations of the customers in the matket.

CHI-SQUARE TEST

Ho: The age group is independent of perception of customer towards Parle Agro Pvt. Ltd.

Age group Excellent Good Neutral Bad Very bad Total

10-15 6 8 3 2 1 20

15-30 12 30 9 5 4 60

30-40 5 7 6 4 3 25

>40 2 4 5 2 2 15

Total 25 49 23 13 10 120

The table of expected frequency is:

4.16 8.16 4.60 2.16 1.60 20.68

12.50 24.50 11.50 6.50 5.00 60.00

5.20 10.20 4.79 2.70 2.08 24.97

3.12 6.12 2.87 1.62 1.25 14.98

24.98 48.98 23.76 12.98 9.93 120.00

12

32

2225

9

0

10

20

30

40

Strongly agree

Agree Moderate Disagree Strongly disagree

% o

f re

spon

den

ts

Attributes



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Arranging the observed and expected frequencies in the following order:

Observed

values

Expected

values (O-E)2 (O-E)2/E

6 4.16 3.38 0.8125

12 12.50 0.25 0.0200

5 5.20 0.04 0.0076

2 3.12 1.25 0.4006

8 8.16 0.02 0.0024

30 24.5 42.25 1.7244

7 10.20 10.24 1.0030

4 6.12 4.49 0.7366

3 4.60 2.56 0.5565

9 11.50 6.25 0.5434

6 4.79 1.46 0.3048

5 2.87 4.53 1.5783

2 2.16 0.02 0.0092

5 6.50 2.25 0.3461

4 2.70 1.69 0.6259

2 1.62 0.14 0.0864

1 1.60 0.36 0.2250

4 5.00 1.00 0.2000

3 2.08 0.84 0.4038

2 1.25 0.56 0.4480

120 10.0300

Degree of freedom = (r-1) (c-1)

= (4-1) (5-1)

= 3 * 4

= 12

The value of chi – square for 12 of freedom at 5 per cent level of significance is 21.0

The calculated value of chi – square 10.03 is less than the table value (21.0) at 5 per cent level

of significance with 12 degree of freedom. So that Ho is accepted.

INFERENCE:

The age group is independent of perception of customers towards Parle Agro Pvt. Ltd., brands.

FINDINGS

On the basis of information collected from the users of Parle Agro Pvt. Ltd., products in tirupati city,

some key facts which come as a result of this research as follows

The prime finding is that all the respondents of the research have known about the Parle Agro Pvt.

Ltd., brands, through various sources.



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This study shows that majority of the customers prefer to drink Mango Frooti and Appy of the

Parle Agro Pvt. Ltd., products.

The respondents strongly accept that Mango frooti is available at lower prices.

Most of the respondents are satisfied with package appearance of Parle Agro Pvt. Ltd., Brands.

The Majority of the respondents have specified the Quality of Frooti is Good and Excellent.

As per the view of respondents they knew about saint juice through advertisement and accept it as

a good health and nutritious drink.

By This analysis we can say the respondents are satisfied with promotional activities of Parle

Agro Pvt. Ltd., Brands.

The Respondents arewell Known about the difference between Appy Fizz and Appy Classic

regarding Quality

SUGGESTIONS

From the Above Discussion, it is concluded that The Parle Agro Pvt. Ltd., Products are well known to

customers. The Customers are Satisfied with the taste and quality of the products. The respondents

have Awareness and consuming all sorts of soft drinks of Parle Agro Pvt. Ltd., Brands. Finally it is

recommended that should have to improve advertisement on overall Parle Agro Pvt. Ltd., products to

create good impression on customers.

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Biplab, S. B. (1998). Hand Book of Marketing Management, Himalaya Publishing

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Canabal, M. E. (2001). Decision making styles of young South Indian consumers:

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Fornell, C., S. Mithas, and F.V. Morgeson III (2009). "The Economic and Statistical

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Mathur. V.C.(2002). Advertising Management, New Age International Publishers, New

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WEBSITES:

www.google.co.in,

www.parleagro.com,

www.managementparadise.co.in



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http://www.google.co.in/

http://www.parleagro.com/

http://www.managementparadise.co.in/

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