consumer awareness of priya gold

7/30/2019 Consumer Awareness of Priya Gold

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STUDENT DECLARATION

I, VIKASH SINGH, student of MBA (2011-13) at MIT,

Modinagar hereby declare that the Project work entitled

CONSUMER AWARENESS OF PRIYA GOLD is compiled

and submitted under the guidance ofMr. Amit Panday . This is

my original work.

Whatever information furnished in this project report is true

to the best of my knowledge.

VIKASH SINGH

MBA- IVth Sem

Roll No. - 1138070028

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ACKNOWLEDGEMENT

I, Vikash Singh, the student of MBA, was required to undergo a

marketing research program.

I would like to thanks all other people, who directly or

indirectly, were the part of my marketing research program.

I hereby extend me sincere thanks to the Mr. Pardeep dubey

(Faculty of Management) and all my friends whose

marketing tactics helped me in successfully completion of this

project report.

With regards

VIKASH SINGH

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PREFACE

As an integral part of my academic studies as a student of MBA:

I have done my Research project report in a progressive and

esteemed organization Surya Foods & Agro Limited.

I am interested with a project on Consumer behavior as I am

seeking of marketing. My topic is based on the Brand Positioning

of priya gold in India & which service is most projects by the

consumer in Meerut city among the different category of people

for this I conducted a survey in Meerut City with the help of

questionnaires developed by me.

I am giving the following report, I have tried to find out the

behavior of the consumer its means to say that which service is

mostly prefer by the consumer in Meerut region. I have also tried

to find out the strength & weakness of Priya gold. I have tried my

best collect and useful information analyzes and interprets the date

and finally present unbiased impeccable and useful

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recommendation in the following report.

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TABLE OF CONTENTS

Chapter 1

1. Introduction 9

Chapter 2

2. Industry profile 12

3. Company Profile 15

4. Distribution Network 25

5. Product profile 33

6. Distribution system 43Chapter 3

7. Objective of the study 47

8. Research methodology 49

9. Data collection 57

Chapter 4

10. Data analysis 62

Chapter 5

11. Limitations 82

12. Findings 85

13. Inferences 88

14. Conclusions 91

Chapter 6

15. Questionnaire 9616. Bibliography 101

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INTRODUCTION

AMONG fast moving consumer goods (FMCG) companies that

are more inclined to freezing their ad budgets, the biscuits

category has emerged as a tough cookie with higher advertising

sbiscuitsds and improved visibility across media.

According to AdEx India, a division of TAM Media Research,

which has been tracking food sector promotions, advertising in the

biscuits category on television has grown by 39 per cent in 2003

as compared with 2002. Britannia Industries and Parle Products

top the list of advertisers with nearly 35 per cent and 33 per cent of

the advertising respectively, while Surya Food & Agro Pvt Ltd

with its Priya Gold brand retains the third position. ITC Ltd stands

fourth.

"Biscuits as a category have grown by around 8-10 per cent since

last year, with enhanced competition across the category. Brands

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such as Priya Gold have come out of their local fold, and are

competing nationally. ITC's Sunfeast has also widened the

category further," said Mr Pravin Kulkarni, Marketing Manager,

Parle Products Pvt Ltd.

Apart from increasing competition, a shift in consumer attitude

has spurred the growth in this category. Biscuits are now

considered more as a meal substitute instead of a plain snack, Mr

Kulkarni said. Moreover, consumers have also begun to shed the

`remorse factor' about consuming sweet cookies with high calorie

content," he added.

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INDUSTRY PROFILE

Britenia is well-know name to the Indian consumer but as Priya

Gold is a comparatively new launched and though it has

connections with Candia which though again a big shot in dairy

products is less know to a average India consumer. The retailer are

being educated about product Priya Gold by informing them about

it being a sister concern later on telling them about the

International connection of the Priya gold with Candia which the

market leader in diary product in France and Europe. The

company first looking to consolidate its distribution network

before spending on improving brand awareness the result few

advertisement on air. This policy of the company can be counter

productive in the new biscuits arena where the market is tough and

competitors are big. My efforts were concentrated more and more

on educating the customer and retailer about the product and

compensating for the less promotion that the company was forced

into.

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The company is into the market where there are big competitors in

the market and the already have a solid brand name. So to lap up

the market the company is trying hard to flex its muscle and show

that they are the best and have the unique tastes that can drive

both sale and volumes. My project aims at providing information

about the current biscuits market, which is growing at 16% per

year.

The project will give information to the organization about the

dealers choice and preference for the selling over others products

or brand and the cause behind it and customers likings and

disliking regarding our product comparing to other product.

In short this product can make the product more popular and

customer and retailer aware, which may help the organization

to take step to promote its product as well as to drive up the

volumes and sales simultaneously.

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COMPANY PROFILE

The wondrous magical journey of our company Surya Food &

Agro Ltd. began in Oct. 1993 & since then we have been one of

the leading manufacturers of biscuits in northern India. Our brand

PRIYAGOLD has been a perennial household favorite since

then. On a profound level spread in to western as well as southern

India, the inevitable cycle of distribution network has helped us to

spread into western India as well. Our obsession is to make the

finest quality biscuits available to the consumers & our constant

endeavor is to provide our consumers, a palate to look forward to a

taste & flavor that is uniquely PRIYAGOLD.

We are operating in the new age, ruled by the dizzying pace of

technology, poised to pace up with emerging trends thus

improving quality standards every time. Our fully automated

ovens bake the biscuits round the clock and then they find their

way to the automatic packing units at the companys plant in

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Surajpur, Greater Noida (U.P.), catering the ever growing demand

of PRIYAGOLD biscuits. This is reflected through our brands

positioning which says Haq Se Maango, a positioning that was

formulated keeping in mind that everyone has the right to good

taste and the right to ask for it. We feel that the means to finding

the future lies in believing in ourselves. Our over the period

created trust and confidence, can never be destroyed, just like the

eternal force of nature. We adhere to ensure that PRIYAGOLD

continue moving forward towards achieve best quality for total

consumers satisfaction.

Towards ensuring your good health, our humble efforts. Cherish it,

with us.

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QUALITY:

Priya gold is committed to produce quality Writing Instruments to

the total satisfaction of its customers. It is the policy of Priya gold

to develop and supply innovative products meeting the customers

requirements from time to time. The company realizes that this

shall be achieved only through continuous upgradation of

technology, team work, motivation of employees and participative

management. Apart from ISO-9001 standard, our products also

conform to DIN quality for our products and for the entire marker

range.

While Britannia introduced more variants in its Good Day brand,

Parle included a few more variants under its Hide & Seek

franchise with flavours such as butter, badam pista and cashew.

Surya Food & Agro Pvt Ltd also plans to introduce three more

variants of Priya Gold biscuits this year and has lined up major

expansion plans.

Mr B. P. Agarwal, Chairman, Priya Gold, told Business Line:

"With the biscuits category growing, it is natural that ad

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sbiscuitsds will increase and stimulate demand. We will enter the

southern markets of Hyderabad and Banglore by the month-end

and will further fuel the competition." Priya Gold is sbiscuitsding

Rs 8 crore on advertising this year.

Unlike a time when biscuits were considered aspirational in the

largest of the SEC categories, brands such as Priya Gold have been

able to grow by capitalising on increase in width (more consumers

consuming biscuits) and depth of consumption (same consumers

consuming more) along with increased frequency of consumption,

Mr Jagdeep Kapoor, Managing Director, Samsika Marketing

Consultants Pvt Ltd, said.

The study also says that dramas, soaps, feature films and comedies

are emerging as primary genres for advertising biscuits, which

indicates an evident swing in strategy from targeting children to

targeting the family.

While 54 per cent of the television advertising sbiscuitsds in the

biscuits category in 2003 was directed towards genres such as

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soaps, feature films and comedies, 12 per cent was sbiscuitst on

cartoon channels.

Biscuits are considered more of a family product, and targeting

programmes watched by the entire household is the best bet for

biscuit companies rather than just cartoon channels, Mr Kapoor

said.

Chairman of surya Agro & Foods Ltd recieves the International

Quality Crown Award in London, December, 2004.

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SURYA Food & Agro Ltd, maker of PriyaGold brand of biscuits,

has unveiled a contest titled PriyaGold Khaao Aur Khelo.

According to the Chairman and Managing Director, Mr B.P.

Agarwal, on every purchase of Rs 50 and above worth of

PriyaGold biscuits, the customer will be given a free gift coupon,

enabling him to become eligible for a prize.

The first prize will be a Mercedes Benz car, followed by Maruti

Alto (5 second prizes), Tanishq Jewellery (10 third prizes) and a

Compaq Laptop (10 fourth prizes).

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COMPANY STRATEGY:

Post Launch strategy detail.

I. The company persisted with functional appeal in its ads

throughout 2003.

II. At the height of sales during growth period, the company

extends to the emotional platform PriyaGold Khaao

Aur Khelo. However, the sales continued to drop for the

last two months. But this was more to do with product

quality than promotion failure. The company

systematically oriented the marketing mix elements

especially product quality to arrest the declining.

III. The price of the existing product, which started becoming

popular to the customer, suddenly became high. This also

affected a lot the market.

POSITIONING STRATEGY

It hasnt stick to its original tagline of Haq Se Mango

throughout the life cycle, while at the same time incrementally

other brands remains with their tang line.

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Phase I the original tagline was supplemented with Haq Se

Mango. It showed how Priya gold could make a family including

a husband, wife and kids mother-in-law and the family friend a

romantic dream sequence, highlighting the taste factor..

Phase II- The new media blitz was a feature of specific campaign

on the promotion of the newly launched product. But the price of

family pack is too much higher than the popular brands available

in the market.

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MARKETING STRATEGY

Phase I- Competing on price differential, at Rs. 5 to Rs. 125 for a

family. It was only segment to make the customer happy by paying

so little amount for a biscuits.

Phase II- Now the company has started giving promotional

scheme to dealer as well as to the customer. The highly priced

[Rs.30] is now available at a lower price 5.00.

Phase III- But the promotional scheme came at late session of the

main pick season. Now the competitors also started giving more

attractive promotional scheme to the consumer as well as to the

dealer.

Phase IV Discount to dealers is also lower the other brands. So

the dealers are also less interested to associate with the Cream

Bell.

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DISTRIBUTION NETWORK

The distribution network of the Priya gold biscuits is its biggest

strength that helps it to reach the market that it caters to effectively

and efficiently. This is achieved by maintaining trade relations,

providing innovation incentives to retailer. We use carrying &

forwarding Agents (C & FA) who pass on the textile to

distribution Stockiest (DC) who sell to registered wholesalers. The

wholesalers feed retailers. C&FA act as a buffer stock point to

ensure that stock does not take place. This system has proved to be

both cost effective and time saving using C & FA also allows them

to save on taxes.

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FACTORY

REDISTRIBUTION STOCKIEST

CARRYING &FORWARDING AGENTS

MARKET DEALERS. VENDING DISTRIBUTORS

CONSUMERS.


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MARKET

Whether the biscuits is mightier than the sword is a verse that has

been put to the test through centuries of turmoil, upheaval and

civil strife. But would it survive the mechanization of the school?

This has been a question that has haunted the writing instruments

industry for three decades.

Thirty years later the answer: the market lives! In this digital age, it

continues to be the enduring symbol of literacy and refinement. In

India, the multi-billion rupee computer industry has failed to

displace the humble biscuits as the tool for communication. These

simple truisms are continually relevant in a society where nearly a

third of the population has just about started to ink success by

emerging from the darkness of illiteracy. The Indian writing

instruments market is estimated at Rs. 150 billion and is growing

at a healthy clip of 12% annually (Source: bakery Industry

estimates). The leader, among several manufacturers, Priya gold,

has the largest market share and its turnover is expected to exceed

Rs. 15 billion in 2004. Priya gold is the front runner in the most

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important segments of the market, with its full suite of biscuitss

and other writing instruments that serve various applications and

needs.

ACHIEVEMENTS

The biscuits, by virtue of being an I-see-it-a-million-times-a-day,

product probably evokes little or no excitement. But the truth

really is that no segment is more fiercely competitive than the

writing instruments business. With the combined market in excess

of 3,500 million units per annum (Source: Writing Instruments

Industry estimates) the biscuits is in the thick of a serious battle.

Priya golds achievements, in such an environment, are many,

impressive and astounding. By continuously introducing new

products in the Indian marketplace, it has kept its nose ahead of

the competition. It may be a historical fact that if there was a

significant piece of writing in indebiscuitsdent India it was

probably inked with a biscuits manufactured by Priya gold.

PROMOTION

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Priya gold built the brand on the strength of its product range and

quality and by appealing to the fledgling nations desire to be seen

as self-reliant. Priya gold's advertisements of the early years would

matter-of-factly state: For the first time in India. This straight

forward approach worked well. It laid the foundation for Priya

gold's exponential growth in the 1970s and 1980s.

The company also started, albeit unknowingly, the trend of

celebrity endorsements in India. In the 1960s, it featured film stars,

sportsmen and other celebrities for its writing instruments. Most of

these were not paid endorsements since celebrities were not yet

marketable commodities. However, once celebrities saw

themselves as brands and began to charge money, Priya gold,

which was a small company at that time, got off the celebrity

endorsement bandwagon.

By the early 1980s, the Indian market was becoming quite

sophisticated and there were many players in each product

category vying for a share of the consumer's mind. The time had

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now come to launch and build brands, rather than just products.

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ORGANISATION STRUCUTURE

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GENERAL BODYMr. D.K. Jain (President)

BOARD OF DIRECTORS(Mrs. Pooja Jain)

GENERAL MANAGER

MANAGER

PROCUREMENT& INPUT

FACTORY

MANAGER

MANAGER MIS MANAGERPURCHASE

MANAGERFINANCE

MANAGERMARKETING

MANAGERTRANSPORT

MANAGERPERSONNEL


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PRODUCT POFILE

BUTTER BITE PREMIUM:

Priyagolds Butter Bite Premium is yet another buttery experience

with crispy & fresh taste. Its a combination of pure butter and

fresh flour to give you perfect health.

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INGREDIENTS

Wheat Flour, Sugar, Edible Refined Hydrogenated Vegetable Oils

(Palm Oil/ Soya Bean Oil/ Cotton Seed Oil And Sesame Oil),

Sweetened Condensed Milk, Butter, Invert Syrup, Liquid Glucose,

Iodized Salt, Leavening Agents (Ammonium Bi-Carbonate &

Sodium Bi-Carbonate), Processed Cheese, Mono Acid Calcium

Phosphate, Dough Conditioners (Sodium Meta Bi Sulphite),

Contains Added Flavours (Butter).

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GLUCOSE V EXTRA:

Priyagolds Glucose V extra is enriched with vitamins, calcium,

iron and extraglucose to energize you with every bite. Baked to

stay crisp and fresh long. So, have it to believe it.

INGREDIENTS


(Palm Oil/ Soya Bean Oil/ Cotton Seed Oil And Sesame Oil),

Invert Syrup, Permitted Emulsifiers (Glycerly Mono Stearate),

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Liquid Glucose, Iodised Salt, Leavening Agents (Ammounium Bi-

Carbonate & Sodium Bi-Carbonate), Sweented Condensed Milk,

Soya Lecithin, Dough Conditioners (Sodium Meta Bi Sulphite),

Contains Added Flavours.

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MARIE LITE

Marie Lite is all goodness of natural fiber and quality wheat to

give you nutrition with 89.9% fat free. So, all you calorie

conscious people delight with Priyagolds Marielite.

INGREDIENTS


(Palm oil/Soya bean Oil/Cotton seed oil and Sesame oil), Liquid

Glucose, Invert Syrup, Sweetened Condensed Milk, Leavening

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Agents (Ammonium Bi Carbonate & Sodium Bicarbonate),

Iodized Salt, Permitted Emulsifiers (Sodium Stearoy 1-2-

Lactylate), Dough Conditioners (Sodium Meta Bi Sulphite),

Contains Added Flavors.

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OTHER PRODUCT

Butterbite Premium:

Butterbite Badam Pista:

Butterbite Kesar

Butterbite Cashew

Nice Day

Magic Gold

Classic Cream Chocolate

Classic Cream Orange

Classic Cream Elaichi

Classic Cream Milk

Marie Lite

Kids Cream Butter

Kids Cream Chocolate Vanilla

Kids Cream Strawberry

Snacks

CnC

Glucose V

Coconut Crunch

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ADVERTISEMENT

KIDS CREAM KESAR BITE

CHEEZ BIT BUTTER BITE

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http://www.priyagold.com/videos/kesar.WMVhttp://www.priyagold.com/videos/cheezbit.WMVhttp://www.priyagold.com/videos/butterbite.WMVhttp://www.priyagold.com/videos/kesar.WMVhttp://www.priyagold.com/videos/cheezbit.WMVhttp://www.priyagold.com/videos/butterbite.WMV


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DISTRIBUTION SYSTEM OF SURYA FOODS & AGRO

LTD.

The success of each and every company depends upon the

effectiveness of their distribution system. Priya gold Writing

Instruments Pvt. has an efficient distribution model.

Manufacturer

Depot

Distributor

Whole seller Retailer

Consumer

LWIPs new distribution system to reach more consumers:

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Priya gold new plans of reinventing distribution so as to redefine

current channels and look at creating new channels. Competition

was the main thrust for this change in its area of distribution.

Which has been reinventing its distribution system, in a bid to

reach out to more consumers, will look at a three way convergence

of product availability, brand experience. They are building key

capabilities entraining the large number of people involved in

these initiatives; through all these initiative they are getting their

brands closer to the consumer.

These initiatives are expected to create employment and vocational

opportunities through its nation wide network of 7,000 stockiest

and 6,000 sub-stockiest, thereby, employing over 60,000 people.

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STATEMENT OF PROBLEM

To find out the awareness among the consumers about the various

type of Priya golds and their brands available in the market and

identify the factors that determine the behavior of selected Priya

gold buyers and analyze the decision making process of the

consumers.

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OBJECTIVE OF THE STUDY

To know the awareness among the consumers about the

various type of Priya golds and their brands available in the

marker.

To identify the factors that determines the behavior of

selected Priya gold buyers.

To analyze the decision making process of the consumers.

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RESEARCH METHODOLOGY

Research methodology is a systematic way, which consists of

series of action steps, necessary to effectively carry out research

and the desired sequencing to these steps. The marketing research

is a process of involves a no. of inter-related activities, which

overlap and do rigidly follow a particular sequence. It consists of

the following steps:-

Formulating the objective of the study

Designing the methods of data collection

Selecting the sample plan

Collecting the data

Processing and analyzing the data

Reporting the findings

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RESEARCH DESIGN

Research design specifies the methods and procedures for

conducting a particular study.

A research design is the arrangement of conditions for collection

and analysis of the data in a manner that aims to combine

relevance to the research purpose with economy in procedure.

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Objective of Study

Research Design

Sample Design

Data Collection

Data Anal sis

Report of findings


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Research design is broadly classified into three types as

Exploratory Research Design

Descriptive Research Design

Causal Research Design

I have chosen the descriptive research design.

DESCRIPTIVE RESEARCH DESIGN:

Descriptive research studies are those studies which are concerned

with described the characteristics of particular individual.

In descriptive as well as in diagnostic studies, the researcher must

be able to define clearly, what he wants to measure and must find

adequate methods for measuring it along with a clear cut

definition of population he want to study. Since the aim is to

obtain complete and accurate information in the said studies, the

procedure to be used must be carefully planned. The research

design must make enough provision for protection against bias

and must maximize reliability, with due concern for the

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economical completion of the research study.

SAMPLE DESIGN

A Sample Design is a definite plan for obtaining a sample from a

given population. It refers to the technique to the procedure

adopted in selecting items for the sampling design are as below:

SAMPLE SIZE

Sample method

Survey period

SAMPLE SIZE: The substantial portions of the target customer

that are sampled to achieve reliable result are 100.

The cost and time limitation completed me to select 100

respondents as sample size

SAMPLING METHOD:

In this marketing research project, I am using

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Random sampling method

SAMPLE DESIGN

As complete enumeration of all the members of the population

(Member and Non-member) I have understate sampling technique.

SAMPLE SIZE

100 Customers

SAMPLE TYPE

AREA SAMPLING

Meerut

SAMPLE SELECTION

Simple random selection sampling

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SAMPLE TECHNIQUE

I have taken the Statistical tool of percentage method to analysis

and interpretation of the collected data.

RANDOM SAMPLING:

A random sample gives every unit of the population a known and

non-zero probability of being selected. Since random sampling

implies equal probability to every unit in the population, it is

necessary that the selection of the sample must be free from

human judgment.

There is some confusion between the two terms random

sampling and unrestricted random sampling. In the latter case,

each unit in the population has an equal chance of being selected

in the sample. Such a sample is drawn with replacement, which

means that the unit selected at each draw is replaced into the

population before another draw is made from it, As such, a unit

can be included more than once in the sample. Most statically

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theory relates to unrestricted random sampling. In order to

distinguish between these two sample. I.e. sample, without

replacement and sample with replacement, the terms sample

random sample and unrestricted random sample are used. If the

latter is devised in such a manner that no unit can be included

more than once, it will then be known as the simple random

sampling.

It may be noted that while both sample random sampling and

unrestricted random sampling give an equal probability to each

unit of the population for being included in the sample, there are

other sample design too which provide equal probability to the

units. The process of randomness is the very core of simple and

unrestricted random sampling. The selection of a sample must be

free from bias, which can be ensured only when the process of

selection is free from human judgment.

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COLLECTION OF DATA

DATA COLLECTION

The study was conducted by the means of personal interview

with respondents and the information given by them were directly

recorded on questionnaire.

For the purpose of analyzing the data it is necessary to collect the

vital information. There are two types of data, this are-

Primary Data

Secondary data

PRIMARY DATA:-

Primary data can be collected through questionnaire. The

questionnaire can be classified into four main types-

Structured non disguised questionnaire

Structured disguised questionnaire.

Non structured non disguised questionnaire

Non structured disguised questionnaire.

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For my market study, I have sleeted structured non-disguised

questionnaire because my questionnaire is well structured, listing

of questions are in a prearranged order and where the object of

enquiry is revealed to the respondents.

To making a well-structured questionnaire, we have adopted three

type of questions-

Obiscuits ended question

Dichotomous questions

Multiple choice questions

These types of questions are easy to understand and easy to give

required answers.

SECONDARY DATA:-

Secondary data means data that are already available i.e. they refer

the data which have already been collected and analyzed by

someone else. When the researcher utilizes secondary data, than he

has to look into various sources from where h e can obtain them,

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in this case he is certainly not confronted with the problems that

are usually associated with the collection of original data.

Secondary data may either be published data or unpublished data.

Usually published data are available in:

Various publications of the central, state and local

government;

Various publications of foreign government or of

international bodies and their subsidiary organizational;

Technical and trade journals;

Books, magazines and newspapers;

Reports and publications of various associations connected

with business san industry, stock exchanges etc.;

Reports prepared by research scholars, universities,

economists etc;

Public records and statistics, historical document and other

source of published information.

The source of unpublished data are many; they may be found in

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diaries, letters, unpublished biographies and autobiographies and

also may be available with scholars and research workers, trade

associations, labor because and other public private individuals

and organization.

COLLECTION TECHNIQUE:

Questionnaire method is used in collection the data.

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DATA ANALYSIS

DATA PROCESSING AND ANALYSIS

Processing & Analysis the collected data: - once the field survey

is over and questionnaire have been received, the next task is to

aggregate the data in a meaningful manner. A number of tables are

prepare to bring out the main characteristics of the data. The

researcher should have a well thought out framework for

processing and analyzing data, and this should be done prior to the

collection. it includes the following activities

(i) Editing: the first task in data processing is the editing. Editing

is the process of examining errors and omissions in the collected

data and making necessary corrections in the same.

(ii) Coding: coding is the procedure of classifying the answer to a

question into meaningful categories. Coding is necessary to carry

out the subsequent operations of tabulating and analyzing data. If

coding is not done, it will not be possible to reduce a large number

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of heterogeneous responses into meaningful categories with the

result that the analysis of data would be weak and ineffective, and

without proper focus.

(iii)Tabulation: tabulation comprises sorting of the data into

different categories and counting the number of cases that belong

to each category. The simplest way to tabulate is to count the

number of responses to one question. This is also called universal

tabulation. The analysis based on just one variable is obviously

meager. Where two or more variables are involved in tabulation, it

is called bivariate ormultivariate tabulation.

(iv) Analysis: after the all three above steps, the most

important step is analysis of the data. Under this step, they can

use the various tools of the analysis such as Central Tendency,

Dispersion, Correlation co-efficient, Regression Analysis, Test of

Hypothesis etc.

Table 1. Sample Size-100

SL No. Respondent Yes No

Serviceman 27 19 6

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Businessman 22 17 5

Student 46 38 2

Housewife 5 9 10

Total 100 83 23

65

0

20

40

60

80

100

Percentage

of

awareness

yes no

Respondent

1.Awareness about Priya gold biscuits

Series1


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Interpretation:

From the above table and graph it shows the awareness about Priya

gold Biscuits is 83%

Types of

Biscuits

No. of

respondent

percentage

Marie lite 39 39

Glucose 3 3Premium

Butter

58 58

Total 100 100

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Interpretation:

The above table and graph shows that the Marie Lite are mostly

use by the customers and after Glucose biscuits Premium Butter

Biscuits use by the customers and very few customers of Ink

Biscuits.


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0

20

40

60

Percentag

e of Users

Gel Pen Ink Pen Ball Pen

Products

2.No. of different types of biscuits

user

Series1

Series2


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Factor No. of Respondent PercentageEasy Available 10 10

Quality 19 19Friends 20 20

Advertisement 17 17Price 34 34

Total 100 100

Interpretation:

This Graph and Table shows that 40% users are influence by Easy

68

3.Influence factor

Advertisem

ent

17%

Price

34%Friends

20%

Quality

19%

Easy

available

10%Advertisement

Price

Friends

Quality

Easy available


69/102

Availability and 34% users are influence by Price and 20% are

influence by Friends suggestion and 19% by Quality and 17% are

Advertisement.

69


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Company No. of Respondent PercentagePriya gold 36 36Britannia 31 31

Parle 28 28Asian 5 5

Total 100 100

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Interpretation:

According to my survey Priya gold are 36% use by the consumers

and Parle is 31%, Britannia is 28% and Asian is 5%.

71

4.Percentage of different comany,susres

Priya gold

36%

Britannia28%

Parle

31%

Asian

5%Priya gold

Britannia

Parle

Asian


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View No. of

Respondent

Percentage

Higher-Higher

Society

12 12

Higher-Middle

Society

28 28

Middle-Middle

Society

40 40

Middle-Lower

Society

20 20

Total 100 100

72


73/102

Interpretation:

According to my survey Priya gold are mostly used by Middle-

middle Society percentage of 40% and Then Higher-middle

society is 28 % and

Middle-lower society is 20% and Higher-higher society is 12%

73

Ranking

0

5

10

15

20

25

30

35

40

45

Higher-Higher

Society

Higher-Middle

Society

Middle-Middle

Society

Middle-Lower

Society

Rank

Percentage

Series1


74/102


Factor No. of Respondent PercentageLow Price 34 34Better taste 24 24

Good quality 19 19Attractive Packing 17 17

Others 6 6

Total 100 100

74

Advantage of other co. over the Luxor

Pen

05

10152025303540

Low

Pric

e

Bette

rtaste

Goo

dquality

Attracti

vepackin

g

Oth

ers

Percentage

Series1


75/102

Interpretation:

The above data shows that maximum customer look to another co.

Low price and Better taste.

75


76/102


Price Range No. of Respondent PercentageRs 3-10 34 34Rs 10-25 34 34

Rs 25-50 19 19Rs 50-100 16 16

76


77/102

Interpretation:

The above data shows that Rs 3-10 and Rs 10-25 are most popular

in the consumers.

77


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Satisfaction Level No. of Respondent PercentageHighly Satisfied 15 15Some what 22 22

Dissatisfied 45 45Cant Say 11 11

Total 100 100

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Perfomance of Luxor Pen

05

10

15

20

25

30

35

40

45

50

Highly

Satisfied

Some What Dissatisfied Can't say

Satisfaction Level

Percentage

Series1

Interpretation:

The above data shows that maximum of the consumers are highly

satisfied of the performance of the Priya gold.

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Table -9. Sample Size-100

Factor No. of Respondent PercentageAgree 47 47Strongly Agree 33 33

Disagree 11 11Strongly Disagree 6 6

Neither Agree

Nor Disagree

3 3

Total 100 100

80


81/102

Interpretation:

Maximum of consumers are agree and strongly agree about the

Superiority Level of Priya gold.

81


82/102

82


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LIMINATIONS

Preparation of a project report and concluding a research is a

whole process which is carried out in a number of steps. Therefore

through out the whole process of research there are a number of

difficulties encountered by researcher, at every step. In the present

study we may assume following limitation.

a. Data dont represent entire population behavior

b. It is very difficult to measure perception by means of

mathematical calculation

c. This research was done in Modinagar & Muradnagar city

only hence this Conclusion. In valid only for Modinagar

& Muradnagar.

d. It was assumed that respondent have the knowledge of the

choice that were given in the questionnaire and

respondent were compelled to choose only from given

alternatives.

d. The respondent view point on the study/questionnaire

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purely judgment and may be induced by other reasons

also.

84


85/102

85


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FINDINGS

The awareness about Priya gold is high as about 83%.

Glucose biscuits users are more than Marie lite Biscuits and

Butter bite Biscuits

According to respondent view the Priya gold are mostly used

by middle class family.

Mostly respondent graded product quality is very good.

Glucose brand of Priya gold are most popular.

Under the Three rupees to ten rupees price range of product

are most used by the customers.

Maximum of consumers are agree and strongly agree about

86


87/102

the Superiority Level of Priya gold.

Priya gold are easily available on all retailer and nearest

shop. Means the distribution system of Priya gold are very

good.

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INFERENCE

As note of the systems I perfect in itself, there are always weak

points that bounds to crap in, thus instead of ignoring them, we

should try to avoid them in totality in order to achieve the

objectives of the organization.

Following are the points. I think, that company should further

consider.

1. As it is facing treats of competition from Marie lite,

Glucose and Butter premier it should regularly revise its

schemes in the interest of the customers. It will retain the

existing customers at the same time it will help in

prospect generation.

2. The response time of the company is bit late, so it should

be improved.

3. Retailers/Sellers should be given proper training so that

they become competent enough and become aware of

every feature present in the product. This will help them to

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clarify the queries and doubts that intrude and halt in the

minds of customers. This will help in increasing the sales

and at the same time will uphold the product in the

market.

4. Single visit solution should give to the customers as over

and again visiting may cause irritation and rawness which

might have bad effect on the companys good will.

5. The network system should be made much more efficient

more towers could be placed it they are required.

6. Advertising not only boost up the sales but also create a

positive impression of the product. So proper advertising

must be done through various medium such as

newspapers, television, Direct Mail, Radio and

magazines.

90


91/102

91


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CONCLUSION

Considering the findings of the survey conducted among the

consumers it has been observed that the awareness level of the

product is good and is increasing. People are aware about the Priya

gold. But the major fact that come to light is that some people are

unaware of the fact that Priya gold. But people who know it have

full faith in the product.

If we consider the market potential of the product in the market we

find that although the product is a many years old it has

strengthened its market potential rapidly

In nutshell we can say that the product is doing well in the market.

Although much advertising campaign has not been done for the

product but still it has gained popularity due to its natural feature.

A strong sales promotion programme can play a major role to

boost the sales of the product.

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ORDER FORM

Name :

Company :

Designation

Phone No

Address :

Email :

Country :

Comments :

Butterbite Premium: 100 x 60 (6 Kg) Packs

250 x 24 (6 Kg) Packs

Butterbite Badam Pista: 100 x 60 (6 Kg) Packs

250 x 24 (6 Kg) PacksButterbite Kesar:

250 x 24 (6 Kg) Packs

Butterbite Cashew: 100 x 60 (6 Kg) Packs

250 x 24 (6 Kg) Packs

Nice Day: 75 x 800 (6 Kg) Packs

200 X 30 (6 Kg) Packs

Magic Gold: 100 x 60 (6 Kg) Packs

250 x 24 (6 Kg) Packs

Classic Cream Chocolate: 75 x 80 (6 Kg) Packs

150 x 40 (6 Kg) Packs

Classic Cream Orange: 75 x 80 (6 Kg) Packs

150 x 40 (6 Kg) Packs

Classic Cream Elaichi: 75 x 80 (6 Kg) Packs

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150 x 40 (6 Kg) Packs

Classic Cream Milk: 75 x 80 (6 Kg) Packs

150 x 40 (6 Kg) Packs

Marie Lite: 20x20x16 (6 Kg) Packs

100 x 60 (6 Kg) Packs

200 x 30 (6 Kg) Packs

250 x 24 (6 Kg) Packs

400 x 20 (6 Kg) Packs

Kids Cream Butter: 75 x 80 (6 Kg) Packs

150 x 40 (6 Kg) Packs

Kids Cream Chocolate Vanilla: 75 x 80 (6 Kg) Packs

150 x 40 (6 Kg) Packs

Kids Cream Strawberry: 75 x 80 (6 Kg) Packs

150 x 40 (6 Kg) Packs

Snacks: 4x20x15 (6 Kg) Packs

75 x 60 (6 Kg) Packs

150 x 40 (6 Kg) Packs

CnC: 20x20x20 (8 Kg) Packs

50x10x20 (8 Kg) Packs

75 x 120 (9 Kg) Packs

200 x 30 (6 Kg) Packs

Glucose V: 20x20x20 (8 Kg) Packs

50x10x20 (8 Kg) Packs

75 x 120 (9 Kg) Packs

100 x 80 (8 Kg) Packs

200 x 30 (6 Kg) Packs

Coconut Crunch: 20x20x15 (6 Kg) Packs

75 x 80 (6 Kg) Packs

200 x 30 (6 Kg) Packs

400 x 15 (6 Kg) Packs

400 x 15 (6 Kg) Packs

Submit

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QUESTIONNAIRE

Name :

Age :

Occupation :

Profession Businessman

Student Others

Address :Phone No. :

1. Are you aware about Priya gold?

Yes NO

2. Which type of Biscuits do you prefer?

Gel Biscuits Ball Biscuits

Ink Biscuits

3. What are the factors that influence you to purchase a

biscuits?

Advertisement Friends

Price Quality

Easy available

4. Which Companys biscuits do you use ?

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Priya gold Britannia

Parle Asian

5. Where do you rank it?

Higher-higher Society Higher middle society

Middle-Middle Society Middle-Lower Society

6. If you used Priya gold then which brand do you mostly

use?

Butter bite Butter premium

Glucose Marie Lite

Other

7. What are the advantages of the biscuitss of other company

over the Priya gold?

Low price Better Taste

Good quality Attractive packing

Others

8. Which price range you would like to prefer?

RS 3-10 RS 10-25

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RS 25-50 RS 50-100

9. How many brands of Priya gold do you know?

One two

Three four

All

11. Why people choose Priya gold more?

12. Do you satisfied with the performance of Priya gold?

Highly satisfied somewhat

Cant say Dissatisfied

13. Priya gold are generally better than other ones.

Agree Disagree

Strongly agree strongly disagree

Neither agree nor disagree

14 Are the Priya golds Easley Available in the market?

Yes NO

15 Any suggestions comments (Please specify)

98


99/102

99


100/102

100


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REFERENCE BOOK:

Marketing Research (Author- G C Beri)

(Publish by Tata McGraw Hill Publishing Co. LTD., New

Delhi)

Third Edition (2002)

Marketing Management (Author- Rajan Sexana)

(Publish by Tata McGraw Hill Publishing Co. LTD, New

Delhi)

Second Edition (2001)

Marketing Management (Author- R S Sexana)

(Publish by Himalaya Publication, New Delhi)

Ninth Edition (2000)

Marketing Management (Author- Philip Kotler)

(Publish by Pren Tice-hall of India PVT. LTD., New

Delhi)

Ninth Edition (2002)

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Research Methodology (Author- Bhandrai)

Print 2004, second edition

WEB SITE:

www.Priya golds.com

www.google.com

www.rediff.com
http://www.google.com/http://www.rediff.com/http://www.google.com/http://www.rediff.com/

consumer awareness of priya gold

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