a study of consumer buying behaviour
TRANSCRIPT
CONTENTS
Sl. No TOPICS No
1. Introduction
Profile Of Firm
Management And Administration
Main Products
Shot Analysis
Research Problem
Objective Of Study
Research Design
Limitation Of The Study
2. Review of Literature
3. Data Analysis And Interpretation.
4. Findings
Suggestions
Conclusion
5. Questionnaire
Bibliography
CHAPTER -1
INRODUCTION
This project is concurred with "A study
of Consumer Buying Behaviour of Priya Instant
Foods ". Consumer behaviour simply refers to
behaviour of the consumer at the time of
buying or using goods or services . in the word
of water and Paul consumer behaviour is the
process where by individual decide what when
where how and from whom to goods and
services.
Priya instant foods mainly concentrated
on necessary and traditional foods . Food is one
of the basic needs to maintain health growth
and mental work. Food is more basic need than
shelter. It is inevitable to the man. Kerala has its
own traditional foods. In this modern era Kerala
people try to keep its own tradition and
traditional foods. Major area in traditional food
is kept on the hand of small and medium scale
industries. In Kerala, there is large number of
small scale industries unit engaged in different
types of products. This study is indent of
examining the buying behaviour of Priya instant
foods – major role player in this industry.
PROFILE OF THE FIRM.
Priya instant foods Aliparamba,
Perithalmanna, Malappuram district is one of the
well know and most successful foods processing
industrial concern engaged in production of Rice
ada, instant palada mix and different rice power
like puttupodi, idaly,dosha, and different types
product. Priya Instant Foods was started in 1983
by Mr: V.S Muralidharan, under self employment
scheme of prime ministers Rozgar yojna
(PMRY). The initial stage it is cottage Industry by
using house hold equipment. Later priya instant
foods are registered as SSI unit 3rd October
1993 with permanent registration in industrial
department. In initial stage they produced and
marketed only rice ada, at that time in dust rice
engaged in production of ada are rare in kerala .
In the year of 1998 pickle industry
called 'RUCHI PRIYA 'Was started for adding
more demand on its product. Various types of
pickles like tender mango, out mango, Lime,
Garlic, Gooseberry, Ginger, Avkya, pick les are
producing under this brand. After the success of
pickles firm diversified their activity in to
another product or brand called GRAMASHREE
FOOD PRODUCT exclusively for the purpose of
producing, uppumav mix, chukku kappi,
idiyappam mix, chammanthipodi, etc.
Palada (payasam) is the main product
of priya palada . payasam is the biggest
weakness of malayalee mind it is very essential
food item for every malayalee function with in
or out side kerala as well as a broad.
Every product is prepared in hygienic
condition prescribed by the to. There are
continues quality cheeks in all stages of food
production. For example rice an ingredient
widely used is procured directly from fields is
of high quality. Fresh vegetables procured
directly from the farms are used. More over,
they give extra careful while adding preservative
items.
They produced kerala's most
favourable food product and they market
product in to various district like Calicut,
palakkad, malppuram, and export to a broad like
gulf countries. Head office situated at
angadipuram ,perinthlmanna.
VISION OF THE FIRM
c Providing best food product through
rigid quality control supplying them
economically.
c “Developing new technology and
engaging in basic research ensure safe
working condition tions and
environment friendly operation .
Mission of the firm.
c Contributing high volume to the nation
health by providing more employment
opportunity and it after wide varieties
of quality foods with best ethical stan
dard.
Location of the firm.
Priya instant foods is located in
aliparamba village, perithalmanna thaluk in
malappuram district (8 km away from
karikallathani in the perithalmanbna and it is
adjacent to the palakkad kozhikkode NH 213).
The firm working on their our land of 5000
squares feet area. The firm is located in a rural
area and has and has lot of advantages such as
easy availability of water, low cost of land, easy
waste disposal tax benefits, Govt subsidies etc.
the firm is situated near Thootha river, so water
can be easily available. The labours are mainly
female, so cost of labour is much chapter than
urban areas . the can collect the raw material
from the village directly or from palakkad district
which is situated near to the firm, and there by
they can reduce the cost of raw mate rials .it
enjoys some financial benefits .
Management and administration
Priya instant foods is a proprietary
concern and entire responsibility of
management is resting with the managing
director, Mr: V.S.Muralidharan, managing
partner or executive director Mr: Anoop
Muralidharan and director Mts V.S.Indira
Muralidharan. The three people are well
educated and will experienced and have a
special knowledge in management aspect. They
have the power to direct and control the unit
and manage the overall working. This firm
consists of more than 200 workers: most of
them are women staff. The general manager has
the direct control overt the purchase manager,
production manager, marketing manager
accountants typist computer operator are also
under this head.
Purchase manager is responsible for
the control of activities of supervisor store
keeper etc. the production manager has the
responsibility to manage the activities of
production department and control over
production supervisor etc. manager is
responsible for the control of activities of
marketing department ant control over
representative, sales representative etc.
Main Products
Priya paladas Grama shree Ruchipriya
Priya Rice Ada Instant putt mix Tender Mango
Palada Instant Mix Pathiri/Idiyappam Lime pickle
Ribbon Ada Dosa mix Gooseberry
Idaly mix Garlic pickle
Chukupodi Mixed vegetable
Sambar powder pickle
Chutniy powder
Cammandhi powder
Puliyinhi.
Quality Policy
Priya group is committed towards the
goal of achieving total customer satisfaction by
assessing the actual need and requirement of
customer, restoring to prompt delivery of quality
food products by sustaining effort and continual
improvement of quality management system.
Achievement and Awards
Ideal entrepreneur award from kerala
state small industries association (KSSIA)during
2000 was given to this unit During 2004,SARAS
Certificate by the ministry of rural Development
was also received by this concern. In the same
year this unit was the first exhibitor in the
kerala pavilion among private sectors
participated in the all India International Trade
Fair 2004 at pragathi Maidan, new delhi.
Customer Focus
The total focus of the company is on
customer satisfaction. Customer need and
expectations are identified through interactions
and correspondence order completion status is
periodically monitored through which other
departments are made to focus their activities to
the specified customer requirement.
The company has achieved a
prominent position in food market of India the
main market which are concentrated by the
company are kerala, thamil nadu , New delhi,
Bombay and Karnataka and other foreign
countries. The good quality and variety in model
of priya products helps the company to face the
market competition. They adopt various new
technologies. The group is now looking for
further avenues in the field to stretcher hands.
SWOT ANALYSIS
Strength.
c More than 20 years of production and
marketing department.
c Advanced and innovative technologies
used in production department.
c Maintain statically quality control
technique for international acceptance.
Weakness
c Limitation of transportation facilities.
c The company is not situated in
industrial
area.
c Marketing only through special
selected
areas
Opportunities
c Chance for diversification
c Company having only through special
or
good will .
c Chance for increasing width of
marketed
Threats
c Variation in price of raw material in
grout ing market.
c Labour problems
c Increasing competitors
Plans
c Adding more products into product line
(diversification)
c Increasing existing capacity.
c Increasing size of market and research
for varieties
c Increasing export and expand domestic
market.
Research Problem
Today's traditional food products has
very important in our daily life. These are
inevitable in our life. So these products have
continuous demand but there is a large number
of companies producing same products in
different brands qualities, in varieties, In this
light, the researcher is taking an attempt to
analyse the buying behaviour of priya instant
food product .
Objective of study
This is a comprehensive study on the
buying behaviour of priya instant foods product
and to identify its market share. The objectives
are the following:
c To review the concept and principles of
buying behaviour.
c To know familiarity of buyers towards
the
product
c To know the availability of priya instant
foods product in the malappuram and
palakkad districts.
c To asses the acceptability of priya
instant
food products.
c To provide suggestion of priya instant
food product.
c To study taste and preference on priya
instant foods product.
Research Design.
A research design is "the arrangement
of condition for collection and analysis of data
in a manner that Research purpose with
economy in procedure" this research is
descriptive in nature.
The sample design is a defiant plan for
obtaining a sample from give population. It
refers to the technique that the researcher
would adopt in selecting items for the sample.
Sample design is determined before data is
collected. Random sampling method is used to
collect the data from the market.
Source of Data
The study used both primary and
secondary data for interpretation and analysis.
1. Primary Data
The primary data were collected
through the questionnaire and in formal
discussion with customer and retailers
2. Secondary Data
Secondary data were collected from
journals, websites and magazines.
Sample Type
The sample frame is developed based
on users in the malappuram and palakkad
district.
Sample Size
Sample size was 100. the sample was
taken from palakkad and malappuram district.
Sample Method
A simple random sample is selected
from the population. So that every member of
population has an equal chance of being
selected and the selections of one individual do
not affect the selection of other.
Tools for Data Collections
1. Questionnaire
A questionnaire is the back of the
survey and involves careful planning and
execution.
2. Direct interview of customers and
retailers
Tools for Analysis
1. Percentage analysis
2. Pie diagram
3. Bar chart
Limitation of the study
I have taken minimum eltort to make
this report free from all limitation and bias.
However, there were certain restrictions which
would not be avoided. Some restrictions are give
below:
1. The study is confined the malappuram
and palakkad districts due to high
population density it is difficult to
conduct the survey.
2. The information are collected through
direct contact of users each area, some
of
then are not ready to express their
views
frankly and openly.
3. The sample size is 100. So the
generalization of data is very difficult and may
not
give exact result.
4. The time available for a detailed in
depth
study was quite insuttiuint.
CHAPTER -2.
REVIEW OF LITERATURE
Consumer buying behaviour simply
refers to the buying behaviour of the ultimate
consumer. Consumer or buying behaviour
simply refers to behaviour of consumers at the
time of buying or using the product or services.
It is the process by which a consumer deride
select, buying and use the goods and services.
Consumer behaviour is a rapidly
growing application oriental discipline of study it
means a person buy a product more than one. It
is dynamic, complex and multi-dimensional
process and ,reflect to tality of consumer
decision with respect to acquisition,
Consumption or use and disposal activity.
In the words of water and paul
"consumer behaviour is the process where by
individual decide what when were how and from
whom to purchase goods and service ."
Need to Understand:
c Why consumer make the purchases
that
they make?
c What factors influence consumer
purchases?
c The changing factors in our society.
Affirm need to analyse buying
behaviour for :
c Buyers reaction to firm marketing
strategy has a grate impact on the firm's
success
c The marketing concept stresses that a
firm
should create a marketing mix that
sails'
firs (gives utility to) consumers,
therefore
need to analyse what, where, when,
and
how consumers bay.
c Marketers can predict in a betteruay
tow
consumers will respond to marketing
strategies.
"Instead of trying to market what is
easiest for us to make we must final out much
more about what consumer is willing to buy. We
must apply our creativeness more intelligently
to people and their wants and need rather than
to products".
-Charles-G-Mortimer.
The marketing concept stress that a
firm should create a marketing mix that satisfied
consumer .Therefore need to analysis what,
when, where and how consumer buy. To
understand marketing success and failure we
must know buying behaviour depend on target
consumer individuals and group reaction
expressed in the form of buying patters.
Need and importance of consumerbehaviour
It is important for the marketer to understand the buying behaviour due to the following reasons.
1. The study of consumer behaviour
enables
the marketer to design appropriate mar
keting strategies.
2. It helps to plan and develop product
according to taste and preference of
consumers.
3. To frame suitable priuing. Policies.
4. To know buying motives of consumers.
5. To decide the appropriate channel or
routes through which the goods reach
in
the hands of consumers.
6. It helps to avoid or minimize market
failure.
7. The growth of consumer protection
movement has create an urgent need
to
understand tow consumer makes their
consumption and buying division.
8. It helps sales promotion
9. Helping to develop new product
10. Help in market segmentation
Buying Motives
A consumer bays a particular product
with certain motives. He purchase it because it
satisfies his most important need at that
movement. Buying motives are strong feeling,
instant , desire or emotion that makes the buyer
to a product.
According to B.J Dances "buying
motives are those influence or considerations
which products the impalse to buy induction or
determine choice in the purchase of goods and
services"
Types of buying motives
1. product and patronage motives
2. Emotional and rational motives
3. In he rent and learned motives
Product Motives
Product buying motives refers to those
influence and reasons. Which make the
consumer, buy a certain product in preference
to another. These explain why people buy
certain why people buy certain product'
Patronage motives
Patronage motives are these motive
which determine where or from whom product is
purchased. These are the consideration, which
induces a buyer to buy goods from specific
shops. It includes price location, quality, verity
services.
Emotional Motives
When a consumer decides to buy
without much logical thinking, his division is said
to emotional. Emotional buying motives which
are affected by the feeling of heart. In such
motives the heart dominates over the head and
mind . in this include sex or romance, love of
others , recreation and relation motive comfort
curiosity and convenience motive.
Rational motives
When a buyer decide to buy after
careful consideration. These motives can be
defined as these impulses, which arise based on
logical analysis and proper evolution. The buyer
makes rational decision after chief evolution of
the purpose. Alternatives available, cost benefit
and such valid reasons.
Inherent Motives
Inherent motives are those which come
from the psychology or basic need such as
hunger, thirst, shelter, etc. these are the
motives for the satisfaction of which a consumer
makes his best effort and these motives are not
satisfied , the feels mental tension.
Learned Motives
Learned motive are those motives
which are acquired or learned by a consumer
from the environment and by education. The
motives are social status, social acceptance,
fear, security etc…. the consumer dose not
consider even the price of the product.
Factors Influencing Consumer orbuying behaviour.
Psychological factors.
These factors are factors that operate
within individuals party determine people
general behaviour thus influencing their
behaviour as consumer. The following important
Psychological factors.
Consumer needs and motivation
Motives arise from needs and wants of
buyer. The process of motivation stimulates and
leds to buy. the motive is a stimulated need
which an individual wants to satisfy. A person
has many needs, some needs are radiogenic,
they arise from psychological status of tension
such as huger thirst or discomfort other need
are recognition esteem or belonging.
Perception
Perception is the process of selecting
organizing and interpreting in formation input to
produce meaning. A motivated person is ready
to act. How the motivated person actually acts is
influenced by his or her preparation of the
situation. Perception depends up on not only the
physical stimuli but also on the stimuli on
relation to the surrounding field and on condition
which in the individual one person might
perceive a first taking sales person as
aggressive and in sincere indigents and helpful.
Learning
Learning generally influences consumer
behaviour. It is a process of acquiring
knowledge. It is the process of creating changes
in behaviour through experience and practice .
A. Cultural factors
Culture encompasses the social values
attitude towards work, social intercourse, laws,
customs traditions etc. culture factors are briefly
discussed as follows:
i. Culture:
Culture is the most fundamental factors
influence a person wants and behaviour. Culture
is defined as the entire environment that is
created
ii. Subculture
Culture within the culture is called sub
culture. A sub culture is a psychological, religion
social or graphical source of group identification
iii. Social class
There is a relationship between social
class and consumption pattern. A social group of
people with similar values interest and
behaviour with in a society. These are classified
into three upper middle and lower upper class
buy products of high quality irrespective of
price. Middle class buy less expensive goods.
Lower class buys chapter goods.
B. Social factors.
Important social factors are as follows;
i. Reference group.
A person not interacts with this his
family but also with the group out side his
family. One such group is reference group.
These direct influence on person are called
membership group.
ii. Role and Status
A person plays many roles in his ore
her life. His role changes with the position he
hold in a group, family friends etc. people
choose products that conform to their role and
static in the society.
iii. Family and family life cycle.
Status background size etc. of the
family, influence the buying behaviour. The
family life cycle desirable how typical family
evolves from bachelor hood to marriage, from
marriage to having children. The family member
condition the most influential primary reference
group.
C. Personal Factors
A buying decision is also influenced by
personal factors or characteristics. These include
age and stage in the cycle, occupation economic
circumstances, life style, personality and self
concept personal factors are those factors
unique to particular person. Important personal
factors are as follows:
- Age and life cycle stage
- Personality
- Self- image
- Occupation
- Life style
D. Economic Factors.
- Personal income
- Family income
- Income expectation
- Saving
- Liquidity position
- Consumer credit
Stages of Buying Decision Process
Smart companies will trying to
understand the customer's overall experience in
learning about a product marketing a brand
choice using the product and even disposing of
it.
Six stages to the consumer buying
decision process. Actual purchasing is only one
stages of the process. Not all decision processes
lead to a purchase. All consumer decisions do
not always include all five stages, determined by
the degree of complexity. The following are the
stages of buying process.
1. Problem Recognition
The buying process status when the
buyer recognizes a problem or need. The need
can trigged by internal and external stimuli one
of the person normal need hunger, thirst or need
can be arised by external stimuli marketers
need to identify the circumstances that trigger
particular need. Buy gathering information from
number o customers market can identify those
most frequent that spark an interest in a product
category. They can then developed marketing
strategies interest.
2. Information Search.
An aroused consumer will be in dined
to search for more information. We can
distinguish two levels of aroused. The milder
search state is called heightened attention. At
this level, a person simply bemuse more
receptive to information about a product.
Consumer information sources full into four
groups.
c Personal sources : Family, friends,
neighbours
c Commercial sources: Advertising,
dealers,
displays, sales person, packaging.
c Public sources: Mass media, consumer
rating organization, customer- rating
organization
c Experimental sources: handling
examining using the product.
3. Evaluation of Alternatives.
Buyers have chores. They are looking
for certain benefits from there purchase. So they
evaluate the alternatives based on attributes
taste, co lour, price, durability, quality etc.. of
the alternative products he assesses the merits
and demerits of all the available alternatives. It
helps the consumer in choosing the best
possible alternatives.
4. Purchase decision
While evaluating each alternative, the
consumer ranks then first, second, third etc. the
consumer also from an intention to the most
preferred brand. However two factors can be
intervening between the purchase decisions.
Attitude of others
To extend the persons attitude reduce
one's preferred alternative depend on two
things.
a. The intensity of other person's negative
attitude towards the customer
preferred
alternatives.
b. The consumer motivation to comply
with
the other person's wishes.
Unanticipated situational Factors:
That may erupt to change the purchase
intention are not completely reliable of purchase
behaviour.
5. Post Purchase Evaluation
After the consumer has actually
purchased the product or brand, the will be
satisfied or dissatisfied with it. This satisfaction
or dissatisfaction will result in certain cones
quences. If he satisfied with product, he would
regularly buy the brand and develop loyalty. He
recommends the brand to his friends and
relatives. If he is dissatisfied with product, he
may stop buying more product of that brand and
may spread bad words about the brand's
negative feeling, which arises after purchase
causing inner tension is know as cognitive
dissonance a marketer therefore understands
the correct buying process at this consumers
and decide son marketing activities accordingly
CHAPTER - 3DATA ANALYSIS AND
INTERPRETATION
Classification on the basis o sex.
Particulars No of respondent Percentage
Male 46 46%
Female 54 54%
Total 100 100%
Inference
The above table shows that 54% of the
respondents are female and 46% are male.
Age wise classifications
Particulars No of respondent Percentage
Belove30 31 31%
31-50 49 49%
Above 50 20 20%
Total 100 100%
Inference
From the above table shows 49%
respondent are between 31-50 in the age of
below 30 respondent are 31% and rest of 20% of
respondent in the age of above 50
Showing the occupational wiseclassification
Particulars No of respondentPercentage
Baseness man 31 31%
Professional 10 10%
Govt employee 18 18%
Other 41 41%
Total 100 100%
Inference
Out of 100, occupational wise
classification of respondents include 31% Of
business man, govt employees are 18% and
professionals only 10% but 41% respondents
include other than business man, professionals
and govt employee. Other are included mainly
foreigners and formers.
Showing respondents classification
on
the basic of type of family.
Particulars No of respondent Percentage
Nuclear 62 62%
Joint 38 38%
Total 100 100%
Inference
The above diagram show 62% of
respondents are in nuclear family and is 38%
belongs to joint family system of nuclear family
is in the increasing tendency.
Showing how many respondents are
about priya instant foods.
Particulars No of respondent Percentage
Yes 84 84%
No 16 16%
Total 100 100%
Awareness About priya instant foods.
Inference.
The figure show,84% of respondents
are a were about priya instant foods and 16%
are not a ware. It means that there is high
popularity in this product priya instant foods.
Particulars No of respondent Percentage
Advertisement 35 35%
Family members
and friends 45 45%
Nearest shop 14 14%
Trade fest 6 6%
Total 100 100%
Media of Awareness
Inference
Among 100 respondents 45% are
known from family members and friends,35%
are know from advertisement, 14% are from
nearest shops (retailer also advertiser of
company) and rest 6% from trade fest and
other sources.
Showing which product the
respondents use
Particulars No of respondent Percentage
Payasam mix
(priya palada) 48 48%
Ruchipriya
pickles 33 33%
Gramashree
break fast item 19 19%
Total 100 100%
Inference
From the above figures show 48%
respondents use payasam mix, 33% using
Ruchipriya pickles breakfast items are using
19%only.
Showing product is available in
nearest shop of respondents
Particulars No of respondent Percentage
Yes 70 70%
No 30 30%
Total 100 100%
Availability of product in nearest shops of
respondents.
Inference
Out of total respondents in survey 70%
respondents are available priya products in their
nearest shops but 30% are not available in their
nearest shops.
Showing how long respondents using
the products.
Particulars No of respondentPercentage
Below 6 months 51 51%
6-12 mouths 23 23%
Above 12 mouth 26 26%
Total 100 100
Inference
The above diagram shows . 51%of
respondents began to use the product in below
6 mouths only 26% are using product above one
year, 23% are using product 6-12 mouths.
Showing the criteria of purchase
Particulars No of respondents Percentage
Traditional
Quality 38 38%
Easy to prepare 35 35%
Availability 7 7%
Lower price 13 13%
Advertisement 6 6%
Total 100 100%
Inference
It was found that 38% respondents
purchase this product due to traditional taste
and quality. 35% for easy to prepare ,13% for
lower price 7% fir availability, 6% due to
advertisement.
Showing purchase frequency .
Particulars No of respondents Percentage
monthly 26 26%
Occasionally 39 39%
Celebration 35 35%
Total 100 100%
Purchase frequency
Inference
The above figure shows that 39% of
customers purchase the product
occasionally ,35% buy only at celebration time,
but 26% of customer buy monthly .. it means
that most of the people buy at celebration time
and occasionally.
Showing reaction with increase in
price.
Particulars No of respondents
Percentage
Turned to other
brand 20 20%
Continence
buying 24 24%
Reduce quality 30 30%
Post phoned
buying Decision 26 26%
Total 100 100%
Inference
If price increase of priya instant foods
in future, it was opined that 30% of customer
reduce quantity (spend same before increasing
price). 26% postponed buying decision (believe
that price decrease in future) 24% are continues
buying (assumption that quality and taste of
product is not equal to all other brands in the
market, all other brands in the market, all other
brands are increasing there price due to
increase in price of raw material) and rest 20%
are turned to other brand.
Showing any quality variations in
products of priya instant foods .
ParticularsNo of respondents Percentage
Yes 0 0%
No 100 100%
Total 100 100%
Showing customer reaction with
Quality variation
Particulars No of respondents Percentage
Turned other
brand 45 45%
Continue
buying 35 35%
Postponed
buying 20 20%
Total 100 100%
Inference
If any quality variation of priya instant
foods in future. It was opined that 45% of
customer turned to other brand, 35% postponed
buying decision (believes that mistakes of any
workers in processing ),20% continue buying
(all other brands are declining quality due to
increasing price of row material available only
low quality material in all places.)
The promotion mix as indicator of
purchasing goods.
Particulars No of respondents Percentage
Yes 56 56%
No 44 44%
Total 100 100%
If promotion mix as indicator of purchasing
goods.
Inference
It was found that 56% of respondents
considering the promotion mix (gift, coupons,
price, etc..) at the time of purchasing any
goods. But rest 44% could not consider
promotion mix, they consider only quality brand
and other extra services.
Showing customer buying alternative
brand of same product.
Particulars No of respondents Percentage
Yes 75 75%
No 25 25%
Total 100 100%
Customer purchasing other brand
Inference
From the above diagram, we clear that
75% of respondents buy another brand also.
However ,25% of Customers Buy only priya
products (Brand loyalty on priya instant foods).
Reason for purchasing another brand
Particulars No of respondents Percentage
Lower price 16 16%
Better quality 8 8%
availability 18 18%
Like variety 38 38%
Test that
Product 15 15%
Others 4 4%
Total 100 100%
Inference
We can found that 38% of customers
buy another brand due to they like varieties of
goods and services, 18% due to availability in
nearest shops 16% are due to top lower price
15% are due to test the another product for
comparison and analysis on quality, price
services etc. 8% are due to better quality and
rest are due to other reasons.
Whether other brands are better than
priya instant foods.
Particulars No of respondents Percentage
Yes 16 16%
No 84 84%
Total 100 100%
Inference
Out of 100 respondants,84% of
respondents opined that priya instant product
are better than other brands, only 16%
respondents opined that other brands are
better than priya.
Showing family opinion about
Priya instant foods .
ParticularsNo of respondents Percentage
Excellent 22 22%
Good 62 62%
Average 16 16%
Total 100 100%
Inference
The study found that 62% of
respondents rated quality as good, 22% of
respondents rated as excellent and remaining
16% rated as an average and none of the
respondents rated as poor.
Opinion about customer cell of
Priya Instant Foods.
Particulars No of respondents Percentage
Very useful 13 13%
Useful 38 38%
I don't know 49 49%
Total 100 100%
Inference
The study found that 38% are opined
that customer cell of priya is useful, 13% rated
that very useful and remaining 49% of
respondents are not known about customer cell
of priya instant foods.
Whether likely to purchase in future.
Particulars No of respondents Percentage
Very likely 46 46%
Some what likely 34 34%
Not decided 20 20%
Total 100 100%
Inference
The study found that 46% of
respondents are very likely to purchase in
future, 34% were some what likely and
remaining 20% were not decided to purchase in
future.
CHAPTER - 4
FINDINGS AND SUGGESTIONS
FINDINGS OF THE STUDY
c Female are the most supporting group
of
products. In this study more than 50%
of
respondent are female.
c From the survey conducted it can be
seen
that most of the users are in the age
group
of 31-50
c Most of the respondents more than
60%
are belong to nuclear family the
tendency
of nuclear family system is increasing
quality.
c The survey shows that majority of
respondents heard about priya instant
foods product through medium of
friends
and relatives, advertisement etc.
c It is clear that around 70% of
customers
are satisfied with the availability of
product in their nearest shop. However,
rest of them are not satisfied with the
availability of products in their nearest
destination.
c More than 50% of customers have
below
six months experience with the
products
of priya.
c Easy to prepare and traditional quality
are
the most important buying motives of
priya instant food products.
c Most of the buyers purchase priya
instant
foods in celebration and occasionally.
c Most of the customers continue to buy
or
postponed their buying decision if priya
in crease the price in future. It is clear
that
most of the customers have brand
loyalty
on priya product.
c If any variation in quality. More than
40%
customers turned to other brand
however
rest of then postponed their buying
decision or continues.
c It was found that more than 50% of
respondents considering the promotion
mix (gift, coupons, prizes, etc.) as
indicator of purchase of any goods.
c It is clear that 75% of respondents buy
another brand of same product also.
The
main reason that they like verities of
goods and services.
c 84% of respondents opined that priya
instant product is better than other
brands
in the market.
`c 49% of customer do not know about
customer cell of.
c 46% of respondents are very likely to
buy
priya instant food products in futur
SUGGESTIONS
c To widen the market of priya instant
foods
they have to select more other
appropri
ate media.
c To introduce new product and to
improve
quality of existing product they give
more
concentration on research and
developments .
c The concern should immediately
introduce promotional activities like
discounts, coupons and other methods
to
frequent customers, to keep customers
consistently.
c They should take more steps to make
the
availability of the products. in the local
area.
c Introduce new technology to keep
traditional food products more instant.
CONCLUSIONS
The project entitles "A study of
customer buying behaviour of priya instant
foods products " was conducted in malappuram
and palakkad districts, make recommendation to
improve market share of the company. It can be
conclude that most of the consumer is satisfied
with quality of priya instant foods products if
they follow the above suggestion it can be
create a good image among customers.
BIBLIOGRAPHY
QUESTIONN AIRE
Name:
Age:
Address:
Occupation:
Total members of Family:
1. Are you about priya instant foods .
Yes o No o
2. From where did you hear about
Priya Instant foods.
Advertisement o
Family Members o
Friends o
Trade fest o
Nearest Shop o
3. How familiar are you with priya instant
foods.
Currently using o
Aware but not using o
Ever heard of it. o
4. which product of priya instant foods do
you use:
Break fast itemo
Payasam mix o
Pickles o
Others o
5. Is this product is readily available in your
nearest shop.
Yes o No o
6. How long you have been using the product.
Below 6 months o
6-12 mouths o
Above one year o
7. Why do you prefer priya instant foods.
Lower price o
Better quality o
Easy to purchase o
Availability o
Traditional taste. o
8. Opinion about quality of priya instant foods.
Excellent o
Good o
Average o
Bad. o
9. How did you purchase priya instant foods.
Monthly o
Occasionally o
Celebration o
10. How do you react with increase in price
Turned to other brand o
Continue buying o
Reducing the quality o
Postponed the buying decision. o
11. Do you feel any quality variation on
Priya instant foods?
Yes o
No o
12. How do you react to the quality variations
Turned to other brand o
Continue buying o
Reducing the quality o
Postponed the buying decision. o
13. Is your decision is influenced by
advertisement
Yes o
No o
14. Did you receive any gift or prize from
Priya instants foods
Yes o
No o
15. Do you consider the above factors as
indicator of purchasing Goods.
Yes o
No o
16. Which is you your mode of purchase?
For cash o
For credit o
Both cash and credit o
Any other o
17. Did you purchase these same product of
any other brand.
Yes o
No o
18. If yes describe reason?
Lower price o
Better quality o
Availability o
Like verity o
Test that product other o
19. Do you think that other brands are better
than priya instant Foods.
Yes o
No o
20. what is your family opinion about
Priya instant foods.
Excellent o
Good o
Average o
Bad o
21. Suggestion about customer cell of
Priya instant foods?
Very useful o
Useful o
I don't know o
22. How likely are you to buy in future?
Very likely o
Some what likely o
Not decided o
23. Your suggestion to improve the
performance
of the company?