Download - summer internship project report on KERA
“A STUDY ON BRAND AWARENESS OF KERA AT KERAFED LTD.”
submitted by –: Mayank Patel
Subject : S.I.PClass : MBA (Marketing Management)
Roll number : 16
The Kerala Karshaka Sahakarana Federation Limited (KERAFED) registered in the year 1987
The primary objective of KERAFED is to organize coconut growers by bringing them under the co-operative umbrella and to provide them with supplies and services to augment their income base by increased productivity and value additions
For effective functioning the state standards divided into three regions. The southern region consists of the revenue districts. Trivandrum, Kollam, Pathanamthitta and Alappuzha. The northern region consists of Malpurram, Kozhikkode, Wayanad, Kannur, Idukki, Ernakulam, Thrissur, and Palakkad districts
Farmer Friendly Organization
VISION Being the leader of best quality
coconut oil. It has a vision to provide best value to the coconut farmers and healthy oil to the consumers.
MISSION Be the best quality producer of coconut oil
The products which are mainly produced in Kerafed are Kera Oil The oil is packed in a number of tins, cans and bottles.
◦ 15 Kg tin◦ 5 Kg can◦ 1 litre PET (Poly Ekylene Teri- thalate) bottle.◦ 1 litre pouch◦ 500ml PET bottle◦ 500ml Pouch
Kera GoldThis oil is mainly exported in the foreign
countries like Dubai. This is specially processed oil from selected cups of copra which has got below 0.5 FFA (Free Fatty Acid). This is the one factor why it is been exported.
PRODUCTS IN KERAFED
Kera KeshThis product is a hair oil which is produced by mixing kera coconut oil with selected herbal extracts.Out of these products kera oil is the only product that is been continuously produced. The customers demand for this product is also high.
Kera Popular and Agmark These are two important products of Kerafed. Kera
Agmark’s can be getting in one litre packs and kera- popular is available in 500 ml, 5 Kg, 1000ml pouches.
Copra cake This is the cake from the oil extraction process. The
sale of cake is made when the stock reaches at a particular level. The sale is made to a person who quotes highest price. This is sold in sacks/ bags.
To measure the extent of brand awareness of Kera.
To get a clear cut idea about the brand building techniques used by Kera coconut oil.
To find out the attitudes of public towards the product.
To determine the factors that influences the public in purchasing their present brand.
To find out whether the respondents are satisfied with the features of Kera coconut oil.
OBJECTIVES OF THE STUDY
RESEARCH DESIGN This study is said to be of descriptive nature
because the study aims to describe the characteristics of consumers as well as to determine the perceptions of product characteristics.
RESEARCH APPROACH The approach used in the study is survey method.
Research approach includes surveys through structured questionnaires, personal interviews etc.
RESEARCH METHODOLOGY
RESEARCH INSTRUMENT The research instrument used in this survey is
questionnaire RESEARCH PERIOD duration of the project work is limited to 7 WEEK DATA SOURCE PRIMARY DATA -The primary data was collected
through a structured questionnaire. SECONDARY DATA –The secondary data were
collected from: Company files and Reports. Annual reports and Brochures of the company. Business journals and Magazines
SAMPLE UNIT - the sampling unit taken is the consumers of KERAFED
SAMPLE SIZE - the sample size taken for the study is 100 respondents
SAMPLING PROCEDURE - Convenience sampling method, which comes under Non-probability sampling techniques, is adopted to obtain a sample of convenient elements
TOOLS FOR ANALYSIS
Percentage Analysis Spearman’s rank correlation Chi square test.
It is clear that the age between30-40, they are the majority customers of kera, and below 20 age
customers are the least.
Below 20 20-30 30-40 Above 400
5
10
15
20
25
30
35
40
.
Majority customers of kera is female(68%) and above 32% customers are male
Male Female0
10
20
30
40
50
60
70
Most of the customers of kera are govt: employees (33%), 28% are business peoples, 19 peoples are daily workers and remaining are other occupational categories.
Govt. employee
Business
Daily worker
Others
0 5 10 15 20 25 30 35
More than 50% buyers of kera product have an income of more than 15000, 18% have below 10000 as their income.
Below 10000 10000-15000 15000-20000 Above 200000
5
10
15
20
25
30
35
It is clear that above 60% percent of the respondents are using coconut oil. About26% of the respondents are using sunflower oil.
Coconut oilGingerly oil
Palm oilSunflower oil
Others
0
10
20
30
40
50
60
Among the responses, more than 50 percent of the respondents prefer branded oils. Approximately 38 percent of the respondents prefer unbranded oils.
Branded
Unbranded
Other type of oil
0
10
20
30
40
50
60
Nearly 50% of the respondents think that KPL is the main competitor for kera
coconut oil. 39% respondents states that parachute is the competitive brand
to kera
Shalimar Thejas Parachute KPL Shudi Nihar0
5
10
15
20
25
30
35
40
45
50
It can be inferred that the positive attitudes of respondents towards the statement is about more than 80%. That is it can be
seen that majority of the respondents are satisfied with the brand of oil they are presently using .
Strongly agree Agree Neutral Disagree Strongly disagree0
5
10
15
20
25
30
35
40
45
It is clear that more than 60 percent of the respondents gauge quality as the attracting factor to buy the brand they are using presently.
Price seems to be an attractive factor to only a minority, i.e. 9 percent of respondents.
Price9%
Package11%
Quality61%
Advertisements4%
Availability15%
It can be seen that above 36 percent of the respondents came to know about the brand kera through the displays at the shop. Advertisements
and company outlets are also played a vital role in creating brand awareness of kera among the public.
Friends & RelativesAdvertisements
Display at shopsCompany bulletins
Company outlets
0
5
10
15
20
25
30
35
40
It can be seen that majority of the respondents are satisfied very much with the brand name of Kera.
And nearly 5% of the respondents are of the opinion that the brand name of Kera is poor.
Strongly agreeAgree
NeutralDisagree
Strongly disagree
0
5
10
15
20
25
30
35
40
45
None of the respondents hold the opinion that the quality of Kera is poor. 40% percent of the respondents are of the opinion that the quality of Kera is excellent. More than 29 percent of the respondents argue that the quality of Kera is very good
Strongly agree Agree Neutral Disagree Strongly disagree0
5
10
15
20
25
30
35
40
More than 80% percent of the respondents are of the opinion that Kera is priced satisfactorily. Only a minority, i.e. nearly 14 percent of the respondents gave other responses
Strongly agree Agree Neutral Disagree Strongly disagree0
10
20
30
40
50
60
70
80
90
We can gauge that the percentage of respondents who are aware of other products under brand name Kera except Keragem Kesamrith are 35%, 20% and 20%.
Kerakesh35%
Keragem kesamrith25%
Kera chutney mix20%
Kera curry mix20%
The respondent’s opinion with respect to the company outlet for promoting the brand are above 50% of the customers said it is very important, above 21% of the customers said it is moderately important, about17% of the customers said it is important and remaining 10% of the customers said it is less important,. This show that majority of the customers said that for promoting the brand is very important.
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
0 10 20 30 40 50 60
The respondent’s opinion with respect to my interest to improvisation of the brand kera are 58% of the customers strongly agree, 23% of the customers comment agree, 11% of the response neutrally, and remaining 8% of the customers disagree with it,. This show that majority of the customers said that brand improvisation is very important.
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
0 10 20 30 40 50 60
The percentage of respondents opinion that the package of Kera is seems to be nearly 23% strongly state that the package is attractive, 39% agree with package, and about 17% of the respondents don’t like the package of kera
Strongly agree Agree Neutral Disagree Strongly disagree0
5
10
15
20
25
30
35
40
It can be inferred that 57% of the respondents hold the opinion that the advertisements of Kera is good. About 25% of the respondents are of the opinion that the advertisements of Kera are not effective.
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
0 5 10 15 20 25 30 35
Majority of the respondents hold the view that TV is an effective medium for advertisement. Also a good majority support newspaper as a good medium.
TV Magazines Radio Newspapers Others0
10
20
30
40
50
60
The interpretation is that about 88% of the respondents say that they will recommend their brand to others and about 12% of the respondents say that they will not recommend their brand to others
Yes No0
10
20
30
40
50
60
70
80
90
X RX Y RY D=RX-Ry D2
15 3 32 1 2 4
35 2 25 2 0 0
45 1 17 3 -2 4
5 4 14 4 0 1
0 5 11 5 4 16
D2=25
CORRELATION TEST
To show the degree of relationship between the effectiveness of advertisement and brand name.
Relationship between advertisement and brand name
Where X = Effectiveness of advertisement RX = Ranks of effectiveness of advertisement.
Y = Opinion regarding brand name RY = Ranks of opinion regarding brand name
R = 1 - 6D2
n(n2 -1)
Here n=5; D2= 22;
R = 1 - 6×25 5(52- 1)
= -0.25
The coefficient or rank correlation states that the effectiveness of advertisement and opinion
regarding the brand name are negatively correlated. That is, the opinions regarding the advertisement and brand name are not similar, i.e. there exists a
negative correlation.
Attributes Opinion Total
Strongly
agree
Agree Neutral Disagree Strongly
Disagree
Price 5 81 9 2 3 100
Quality 40 32 28 0 0 100
Customer
satisfaction
42 41 17 0 0 100
Total 87 154 54 2 3 300
1.CHI-SQUARE TESTChi-square test is a non-parametric test which is used when distribution of population is not known and when nominal data is analyzed.Chi-square test is done using the formula (χ2) =∑ [(O – E) 2/E]Here, O= Observed frequencies, E= Expected frequenciesH0 : Price, quality and customer satisfaction are independent.H1 :Price, quality and customer satisfaction are not independent
O E O-E (O-E)2 (O-E)2/E
5 29 -24 576 19.86
81 51.33 29.67 880.31 17.15
9 18 -9 81 4.5
2 .67 1.33 1.77 2.64
3 1 2 4 4
40 29 11 121 4.17
32 51.33 -19.33 373.65 7.28
28 18 10 100 5.56
0 .67 -.67 .45 0.67
0 1 -1 1 1
42 29 13 169 5.83
41 51.33 -10.33 106.71 2.08
17 18 1 1 0.06
0 .67 -.67 .45 0.67
0 1 -1 1 1
TOTAL 76.47
Table No 4.3.1: Chi-square analysis table showing the relationship betweenprice, quality and customer satisfac
Calculated value = 76.47Degree of freedom = (c-1)*(r-1)
= (3-1)*(5-1) = 8
Table value for degree of freedom at 5% level of significance is 15.507
INFERENCE:The researcher had applied chi - square test
(χ2) to prove statistically whether there is any significant relationship between the variables used for the study.When tested at 5% level of significance, it is found that the table value is less than the calculated value. Null hypothesis is rejected.i.e; CV > TV. So we accept H1.
Hence, it is concluded that the price, quality, and customer satisfaction are interdependent with each other.
Strongly
agreeAgree Neutral Disagree
Strongly
disagree
Weights (5) (4) (3) (2) (1)
Brand promotion through
outlet51 22 17 10 0
Brand promotion through
package23 39 21 9 8
Brand promotion through
advertisement32 25 17 14 11
Source: Primary Data
Weighted average = WX
WW = 5+4+3+2+1
=15
51*5+22*4+17*3+10*2+0 = 428
15 15
=27.6
WEIGHTED AVERAGE RANK CORRELATION TEST
23*5+31*4+29*3+9*2+8*0 = 362 15 15 = 24
32*5+25*4+17*3+14*2+11*0 = 350 15 15 =23.33 In this analysis we can find that the brand awareness
mainly promoted through the outlets of kera, so the brand promotion through outlet have first rank, second rank goes to attractiveness of package, and least rank goes to advertisement.
More than 50% of customer’s age were below 40.Most of the Kera customers are females.The government employees are the major customers of Kera, and the business peoples are the another important buyers.More than 70% of customers having an income of above 10000.More than half of the respondents commonly use coconut oil.Most of the respondents prefer branded oil. Only a small amount of respondents prefer unbranded or any other types of oil.
FINDINGS
Majority of respondents states that KPL shudhi is the most competitive brand to kera.From the study, it can be inferred that a major fraction of the respondents are satisfied with the brand they are using presently.For more than half of the respondents quality seems to be the factor that attracted the public to purchase the brand they are using presently.Nearly half of the respondents came to know about Kera through displays at shops.More than one fourth of the respondents are of the opinion that the brand name of kera is good.Nearly half of the respondents are agree that the quality of kera is good.A greater number of the respondents are of the opinion that the pricing of kera is good.From the responses, it can be inferred that all the respondents have an idea about the other products of kera.
More than 70% of respondents state that the company outlets are helps to promote the brand.A greater number of of the respondent opinion that the kera brand need improvisation.More than half of the respondents are of the opinion that the package of kera is attractive.Majority of the respondents have the opinion that the advertisements of Kera are not effective.Major proportion of respondents holds the view that TV is an effective medium for advertisements
Majority of the advertisements should be made through outdoor ads and TV.
Since, quality seems to be an attractive factor to purchase a particular brand, kera should keep the quality which it possess presently.
Price of the product should be reduced for attracting the public.
More outlets under kera should be introduced. In order to improve the brand awareness various activities
like sponsorships etc should be undertaken or should be continued.
Adopting new technologies such as internet and social medias to build the brand awareness
SUGGESTIONS
THANK YOU