puja project
TRANSCRIPT
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A
MARKET RESEARCH PROJECT
REPORT ON
CONSUMER BUYING BEHAVIOUR
AT
SUSHMA NAMKEEN
SUBMIT TO:-
N.P. COLLEGE OF COMPUTER STUDIES & MANAGEMENT,
KADI
HEMCHANDRACHARYA NORTH GUJARAT UNIVERSITY,
PATAN
SUBMITTED BY:-
SHAH PUJA P.
TYBBAROLL NO.:-197
EXAM NO.:-
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PREFACE
Experience and survey make a person learn something with the help of self study and
question-answer. A person is able to learn each and every area by that he/she can get
proper knowledge and meath of particular area.
Marketing research is the important part of syllabus for the student ofBBA. Person cant
learn simply reading of books on it, they requires to practices his/her hand at learn of it.
Marketing research guides the students for improving their personality in the business
administration and understanding regarding the theories of management.
So for the practical knowledge the students require the perception and satisfaction level
of the consumers regarding the SUSHMA NAMKEEN. Thus theoretical studies are not
enough for the management students; also the practical studies bring a lot of conceptual
cleaning and also give a clear cut understanding of the application of management
principals.
As I am interesting in business, I obtain this course of business administration. This
course is professional rather than vocation and through this course I want to make my
place in the world.
The initial objective of this report is to know the CONSUMER BUYING BEHAVIOR
on SUSHMA NAMKEEN. This report based on my observation and information
provided by the respondents as well as manager of the company.
I try to best level to represent this report.
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ACKNOWLEDGEMENT
I am quite fortunate enough to have cherished wishes of different personalities in the
preparation of this project, which I wish to acknowledge as under.
I wish to express my special gratitude to the management of the SUSHMA NAMKEEN
LIMITED for giving me permission of our practical studies as a part of third year BBA
program, a research project on topic of CONSUMER BEHAVIOR in BUYING
NAMKEEN PRODUCT.
I am very thankful to M.D. of the SUSHMA NAMKEEN Mr. Bhupendrabhai Vaid &
Marketing ManagerMr. M.L.Sharma.
I wish to extend my sincere feeling of gratitude to our principal Dr. Vinod Chavda &
Head of the Department Dr. V.M.Nayak.
I am extremely thankful to Mr. Ishan Sharma (project co-ordinate) who guides me
throughout preparation of this project and gave me valuable suggestions.
Last but not the least; I am thankful to all those person who have supported to me directly
or indirectly, in successful completion of my work.
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EXECUTIVE SUMMARY
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SR.NO. NO. PARTICULARS PAGE NO.
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GLOBAL SCENARIO OF THE SNACK FOODS INDUSTRIES
EXECUTIVE SUMMARY OF THE GLOBAL SCENARIO OF SFI
(1) The world food industry is a 5 trillion US$ business, But only 10% ofprocessed
products in total food sales is Traded; FDI, which grew much faster than trade in the
last Two decades is of particular importance in this industry;
(2) Urbanization transformed domestic markets ofdeveloping countries (& South-
South trade) into the main source of expansion ofglobal agri-food system.
However, only few developing countries are dominating value-added food South-South trade (Argentina, Brazil, Chile, Indonesia, Malaysia, Thailand & Turkey).
The key question is why only a few?
(3) In addition to the economic importance, the activities of the Food industry are
directly related to food security, which is still a major challenge in terms ofhuman
development pointing out to a dual responsibility of the industry.
GLOBAL SNACK FOOD INDUSTRY TRENDS
The snack food industry sector consists of establishments primarily engaged in the
manufacturing of salted snacks such as potato chips, corn chips, tortilla chips,
popped popcorn, pretzels and similar snacks (NAICS 311919) and salted and roasted
nuts and seeds (NAICS 311911).
The world snack food market has continued to grow reaching an estimated $66 billion
in 2003.The United States continues to be the largest market, accounting for about a
third of the world's total and Japan and the United Kingdom, together, and another
quarter of the world's total.
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GLOBAL MARKET PROSPECTS
U.S. snack food exports rebounded in 2003, increasing approximately 6.2%, following a
9% drop in 2002. Since 1997, U.S. exports of snack foods have hovered around $1.1 to$1.3 billion. The largest trading partners of the U.S., NAFTA (Canada and Mexico),
accounted for over53% of snack food exports.
Salted snacks experienced a 3.4% decline in exports, candy, chocolate and non-
chocolate combined grew almost 12%, and other snacks, almost 12%.
Potato chips are the most popular snack food, accounting for35-47% of all snack food
sales in Mexico in 2001.Corn chips follow closely with 21-25% of the market; Corn
puffs and similar products cover11-18%.
WORLD SNACK FOODS MARKET BRIEF
The global outlookseries on snack foods provides a collection ofstatistical anecdotes,
market briefs, and concise summaries of research findings. A regional level
discussion mirrors the retail scenario in the US and briefly captures noteworthy trends in
select product segments, together with quantitative analysis of sales of top product
brands across product market segments. Other regional markets briefly abstracted with
explanatory research commentaries, and statistical findings include Canada, Japan,
Europe, France, Germany, UK, Spain, Poland, Asia, China, India, and Indonesia,
among others.
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THE SNACK FOOD ASSOCIATION
The Snack Food Association (SFA) is the international trade
association of the snack food industry representing snack
manufacturers and suppliers. Founded in 1937, SFA represents
over 400 companies worldwide. SFA business membership
includes, but is not limited to, manufacturers of potato chips,
tortilla chips, cereal snacks, pretzels, popcorn, cheese snacks, snack crackers, meat
snacks, pork rinds, snack nuts, party mix, corn snacks, pellet snacks, fruit snacks,
snack bars, granola, snack cakes, cookies and various other snacks.
The Snack Food Association supports efforts to protect consumers from unsafe food
products and substances. SFA also works hard to assure that its members are kept up
to date on governmental food safety regulations and requirements.
SFAS MISSION STATEMENT
To provide value for SFA members by offering services and relationship building
forums that strengthen the performance of member companies and support industry
growth.
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INDIAN SCENARIO OF THE SNACK FOODS INDUSTRIES
Well, When We talk about the evening in India, various yummy and regional snack
foods do pop into the mind of Indian people. Because they have fervent love for food,
especially local & home made snacks which are eaten at any hour of the day. Advent of
snack industry has widened the choices which enable people to snack discreetly with
absolutely no compromise on palatable taste. Though snacking is rather a new
segment of the food industry and still at an embryonic stage.
Globalization has brought about radical changes in the snacking pattern,
liberalization, mall culture and urbanization have laid profound impact on dietary
pattern of the people across the nation, resulting into the escalating intake of processed
and fast food. Wide expansion of nuclear families has also brought forth a quantum
leap in demand of snack foods which are hygienic, nutritious, and portable and
substitute for hot snacks. That is leading the snack industry to a great height. It is a
vehement temptation for healthy ready to eat snacks that urge the people to gobble up
occidental snacks like Pizza, Burger, Chips, and French Fries which have conquered
the palate of people. Thus, the snack industry has opened the floodgates of
opportunities in the foodprocessing market.
If we look at growth rate of the snack industry is really stupefying, and is also
prognosticated that production of branded snack food grows at annually 20% in
upcoming 2 years. The Indian snack market has got at worth of$ 459 million in 2006,
is one of the largest snack markets in the Asia-Pacific region, and accounts for3% of
the total Asia-Pacific snack market revenue. Australia, China, Japan and SouthKorea are the only countries which have won greater revenue from the sale of snacks
than India.
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Potato chips are by far the largest product category within snacks and holding the
largest share about 85% of the total market revenue. The branded chips market has
been prospering at a fast pace of about 20 to 25% annually and its production is
forecast to be 6500 tons alone in India. Snack nuts and savory snacks are following the
suit, but at present popcorn and otherflavored corns have yet to make headway in the
Indian market.
The Indian snack industry is awfully fragmented and extensively unorganized, is a
matter of deep concern.Home made snacks and grubs sold by local vendors are still
reining supreme in the market that is replete with cheaper products such as Potato and
Banana Chips, Pizza, and Fun Food for attracting the consumers and suiting the
pocket of lower income groups. So in order to unify the Food Processing Industry,
corporate growth strategy and implementation of food safety and standards act are
needed so that it can expand the production & export base.
The prospect of the industry is pretty promising, because big names of the snacks
business have stepped into the Indian market. Expanding and flourishing snacks market
are attracting new players as well to venture into this industry. And well established
companies are offering several different varieties of healthful and nutritious snack
options, and snack parlors & fast food restaurants are springing up all across the
country. All these augur great for the snack industry in India.
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3.1) HISTORY OF THE COMPANY
Driven by a promise to provide excellent quality and mouth-watering taste, SUSHMA
NAMKEEN has been ticking the taste buds of people world over since 1979 with its
wide range of appetizing products. Traditionally SUSHMA NAMKEEN has been
catering the true taste of Indian snacks to the world prepared in highly hygienic, clean
and healthy environment. The recipes are truly authentic made from the best quality
ingredients giving you a taste that will linger on in your mind for a long time.
The manufacturing unit at Changodar, just outside Ahmedabad, is a fully automated,
state-of-the-art and highly hygienic unit under strict surveillance of stringent qualitycontrol conditions. Care is taken to procure the best quality ingredients from markets all
over the country at season time. These ingredients are than stored at clean and hygienic
storage unit.
The grinding of the ingredients especially the Masalas also happens inside the clean and
hygienic surrounding of the production unit. The production process happens under the
strict supervision of quality controllers and food experts. And finally the hi-tech
packaging unit ensures a long lasting freshness and the best quality product every time
you open the pack of SUSHMA NAMKEEN.
With year of experience in savoring the taste buds of millions of people, the corporate
policies at SUSHMA NAMKEEN are open and transparent. There is no question on
compromise on quality what-so-ever. The belief that quality and taste is what attracts
people has worked well at SUSHMA NAMKEEN.
Today SUSHMA NAMKEEN is considered to be one of the best in the market with
reputation for providing the best quality and the most appetizing products.
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3.2) ORAGANIZATION PROFILE
PROMOTER: -
Mr.Bhupendra S. Vaid
CONTACT PERSON:-
Mr. Bhupendra S. Vaid
CONTACT PERSON:-
0091 98250 22233
DIRECTORS:-
Mr.Babubhai (Production Manager)
Mr. Rameshbhai (Packing Manager)
Mr.M.L. Sharma (H.R. & Marketing Manager)
Mr.Ashokbhai (Finance Manager)
POSTAL ADDRESS:-B-135 B G Towers,
Shahibaug, Outside Delhi Gate,
Ahmedabad-380004, India.
CALL US: -
0091-79-30933222
FAX US: -
0091-79-25631930
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MAIL US: -
BANKERS: -HDFC Bank
Bank of India
NATURE OF OUTPUT: -
Non Durable Goods Industries
FORMS OF BUSINESS ORGANIZATION: -
Private Company
WEBSITE: -
www.sushmanamkeen.com
mailto:[email protected]://www.sushmanamkeen.com/mailto:[email protected]://www.sushmanamkeen.com/ -
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3.3 LOCATION OF PRODUCTION UNIT
PRODUCTION UNIT: -
SUSHMA NAMKEEN pvt. Ltd.
484, tajpur road,
Sarkhej-bavda highway,
Changodar.
Dist. Ahmedabad 382210
MEANS OF COMMUNICATION: -
Tele/fax. 02717-251937, 250301
Email- [email protected]
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3.4) VISION & MISSION
VISION: -
At least one product for every occasion is a clear cut vision of sushma group. This vision
meets the buying capacity of an average Indian and it also reflects the motto to provide
best quality product line. Till date company got 20% growth per year and marching
towards new horizon of success. Any time, any where, with sushma group get the fruits
of vision.
MISSION: -
To provide best quality to their consumer satisfaction. Make minimum wastage of raw material.
Earn more profit through fewer prices.
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3.5) QUALITY POLICY
Sushma Namkeen Pvt.Ltd. grew into a popular snack foods brand, there was one thing
that founder Mr. Bhupendra S. Vaid personally ensured -- that while the quantity of
Sushma Namkeens increased steadily, and their quality remained the same.
As the demand for Sushma Namkeens raised manifold along with increased capacities, he
incorporated modern methodologies of quality control and hygienic plant management.
Directors of the group, some of them with more then 20 years of experience in the field,
directly handle the quality control department. The basic food materials come from
Sushma's own mini flour grinding mill, so that the company can exert total control overproduct quality.
The pulses, grains and fruits are sourced from Western India's best markets on peak
seasons, and kept in scientific storage. The automated packaging unit enables long-lasting
freshness & total hygiene of the products.
The scientific packaging method ensures that not an iota of their spicy tastes or crunchy
freshness is lost over even long periods of storage. What is more, to make sure that only
fresh Sushma Namkeens reach the customer, the company has in place a replacement
offer, by which it replaces even those packs that have been tampered by human handling.
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3.5) PRODUCTS
PRODUCT NAME AVAILABILITY SIZEBikaneri sev 100gm., 200gm.
Ratlami sev 100gm., 200gm., 1kg.
Sing bhujiya 100gm., 200gm.
Mung dal 100gm., 200gm., 1kg.
Chana dal 100gm., 200gm.
Farari chevdo 40gm., 90gm., 1kg., 2.5kg.
Farari chevdo(tikha mitha) 100gm., 200gm., 1kg.
Banana wafer (masala) 40gm., 90gm.
Banana wafer (salted) 40gm., 90gm.Potato wafer (masala) 40gm., 80gm.,200gm.
Potato wafer (salted) 40gm., 80gm.,200gm.
Mix chavana 100gm., 200gm.
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4.1 RESEARCH OBJECTIVES
At any where without objective a person can not done work. Here we are getting
theoretical knowledge from the market but we have required some practical knowledgeeven thus we are getting practical knowledge by making a marketing research from the
market.
PRIMARY OBJECTIVE:-
To know about the consumer research on purchasing of namkeen
product and affected factors like taste, price, influencer,
availability, packaging, usage, purchasing area, etc. in their
purchasing decision.
SECONDAREY OBJECTIVES:-
To check the peoples buying behavior regarding the SUSHMA
NAMKEEN.
To find out the loyalty of consumer of SUSHMA NAMKEEN.
To find out specific reason for particular product in a designated
area.
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4.2) RESEARCH DESIGN
With the help of research design we have complete our market survey. From various
research designs I have used cross sectional research design from descriptive researchdesign ofconclusive research design.
4.3) SOURCES OF DATA
PRIMARY DATA SOURCES:- Primary data was collected with the help of questionnaire and
survey of consumer of SUSHMA NAMKEEN.
SECONDARY DATA SOURCES:-
Materials given by the company, books, & websites were the
main sources of secondary data collection for the survey of
consumer buying behavior.
4.4) RESEARCH APPROACH
I have used survey method formarket research for the project report. Survey was done
to understand the buying behavior for the purchase of SUSHMA NAMKEENsproduct.
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4.5) RESEARCH INSTRUMENT
For the survey of consumer buying behavior questionnaire was used as the research
instrument. Different type ofopen ended & close ended questions were asked to getthe information from the customer.
4.6) SAMPLING TECHNIQUES
For survey research I have undertaken the non probability sampling techniques as theyare less costly as well as less time consuming.
4.7) SAMPLING ELEMENTS
My sampling elements for the research project on consumer buying behavior were the
customers who are consuming the product of sushma namkeen.
4.8) SAMPLING SIZE & AREA
SAMPLING SIZE:- I have questioned 150 customers of the SUSHMA NAMKEEN
for the research project.
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AREA OF SAMPLING:-
Research study was undertaken in some of the area of the Kadi,
Mehsana, & Ahmedabad.
4.9) CONTACT METHOD
Personal interview was used for the survey regarding marketing research of the
respondents.
4.10) LIMITATIONS OF THE PROJECT
1) The main limitation of the project was least support from the customer.
2) We were unable to capture the more market because of less timing.
3) We have limited money as well as time for the research project.
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Q: -1 Do You Consume Namkeen?
PARTICULAR RESPONDANT %
YES 150 100%NO 0 0%
total 150 100%
WHETHER THE RESONDANT PURCHASE THE NAMKEEN
PRODUCT OR NOT
YES
NO
INTERPRETTION:-
From the above chart it can be conclude that there is strong competition for the namkeen
industries in the market. So company should try their best to sustain in the market.
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Q: -2 Which Brand Will You Prefer To Consume A Namkeen Product?
PARTICULAR RESPONDANT %
SAMRAT 18 12%BALAGI 31 20.67%
SUSHMA 83 55.33%
HARIOM 11 7.33%
OTHER 7 4.67%
total 150 100%
MOSTLY PREFERED BRAND BY THE RESPONDANT
SAMRAT
BALAGI
SUSHMA
HARIOM
OTHER
INTERPRETATION
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Q: -3 How Many Times (Average) You Purchase Namkeen Product In A Week?
PARTICULAR RESPONDENT %
Every day 11 13.25%Less then 2 27 32.53%
2 to 4 39 46.99%
More than 7 6 7.23%
TOTAL 83 100%
REPURCHASE TIME AS PER A WEEK
Every day
Less then 2
2 to 4
More than 7
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Q: -4 On Which Criteria You Purchase Your Namkeen Product?
particular respondents %
Price 14 16.87%Taste 37 44.58%
Freshness 12 14.45%
Availability 0 0%
Packaging 20 24.10%
total 83 100%
MOSTLY PREFERED PURCHASING CRITERIA FOR PRODUCT OF
SUSHMA NAMKEEN
Price
Taste
Freshness
Availability
Packaging
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Q: -5 Which Advertising Media Most Affected To Your Purchase Decision?
particular respondents %
TV. 26 31.33%
Newspaper 4 4.82%Hoardings 53 63.85%
Radio 0 0%
Total 83 100%
AFFECTED ADVERTISING MEDIA FOR PURCHASE OF
SUSHMA'S PRODUCT
TV.
New spaper
Hoardings
Radio
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Q: -6 Who Influences the Most in Your Purchase Decision?
Particular Respondents %
Family 16 19.28%Neighbor 8 9.64%
Friends 59 71.08%
Total 83 100%
INFLUANCER TO PURCHASE A PRODUCT
Family
Neighbor
Friends
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Q: -7 From Where Do You Buy Sushma Product?
Particular respondents %
Retailer 25 30.12%
Wholesaler 0 0%Bus-station 47 56.63%
Mall 11 13.25%
total 83 100%
PURCHASING AREA FOR SUSHMA'S PRODUCT
Retailer
Wholesaler
Bus-station
Mall
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Q: -8 What Will You Do If You Dont Get Sushmas Product?
particular Respondents %
Purchase another product 54 65.06%Postpone your purchase 0 0%
Find other retailer 29 34.94%
total 83 100%
ACTION AFTER NOT GETTING THE SUSHMA NAMKEEN'S
PRODUCT
Purchase another product
Postpone your purchase
Find other retailer
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Q: -9 Which Products Will You Prefer The Most For Your Purchase Decision?
Particular respondents %
Wafer 29 34.94%Chana dal 14 16.87%
Sing bhujiya 19 22.89%
Sev 17 20.48%
Chavana 4 4.82%
Total 83 100%
MOST PREFERED PRODUCT OF SUSHMA NAMKEEN FOR
PUCHASE DECISION
Wafer
Chana dal
Sing bhujiya
Sev
Chavana
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Q: -10 Since How Long You Are Consuming the Sushmas Product?
Particular respondents %
Less than 1 year 27 32.53%
1 5 year 45 54.22%
More than 5 year 11 13.25%
total 83 100%
SINCE HOW LONG THEY ARE CONSUMING SUSHMA'S PRODUCT
Less than 1 year
1 5 year
More than 5 year
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Q: -11 How Much Quantity Would You Prefer To Buy At One Time?
particular respondents %
Rs.5 22 26.51%
Rs.10 61 73.49%
Total 83 100%
QUANTITY CONSUMED BY THE CONSUMER
Rs.5
Rs.10
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BOOKS:
SEARCH ENGINE:
www.google.com
WEBSITES:
www.sushmanamkeen.com
http://www.google.com/http://www.google.com/http://www.sushmanamkeen.com/http://www.google.com/http://www.sushmanamkeen.com/ -
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QUESTIONNAIRE
SUSHMA NAMKEEN PVT. LTD.
CONSUMER BUYING BEHAVIOUR
Dear respondents,
I am the student ofT.Y.B.B.A. from N.P. COLLEGE OF COMPUTER
STUDIES &MANAGEMENT, KADI as the part of my academic curriculum I have to
prepare a research on CONSUMER BUYING BEHAVIOUR of SUSHMA
NAMKEEN. I request you to answer the following questions so I can fulfill my
academic purpose. I ensure you that this information will use for academic purpose only.
1) Do you consume namkeen?
Yes [ ]
No [ ]
2) Which brand will you prefer to consume namkeen product?
Samrat [ ]
Balagi [ ]
Sushma [ ]
Hariom [ ]
Other [ ]
3) How many times (average) you purchase namkeen product in a week?
Every day [ ]
Less than 2 [ ]
2 to 4 [ ]
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More than 7 [ ]
4) On which criteria you purchase your namkeen product?
Price [ ]
Taste [ ]
Freshness [ ]
Packaging [ ]
Availability [ ]
5) Which advertising media most affect to your purchase decision?
TV [ ]
Newspaper [ ]
Hoardings [ ]
Radio [ ]
6) Who influences the most in your purchase decision?
Family [ ]
Neighbor [ ]
Friends [ ]
7) From where do you buy sushma product?
Retailer [ ]
Wholesaler [ ]
Bus-station [ ]
Mall [ ]
8) What will you do if you dont get sushmas product?
Purchase another product [ ]
Post porn your purchase [ ]
Find other retailer [ ]
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9) Which product will you prefer the most for your purchase decision?
Wafer [ ]
Chana dal [ ]
Sing bhujiya [ ]
Sev [ ]
Chavana [ ]
10) Since how long you are consuming the sushmas product?
Less than 1 year [ ]
1-5 year [ ]
More than 5 year [ ]
11) How much quantity would you prefer to buy in one time?
Rs. 5 [ ]
Rs.10 [ ]
12) Give your suggestions to the company.
PERSONAL DETAIL:
Name:
Address:
City: