project report
TRANSCRIPT
Project Report -2010
INTRODUCTION
Retailing consists of the sale of goods or merchandise from a fixed location,
such as a department store or kiosk, or by post, by smaller individual lots for
direct consumption by the purchaser. Retail may include subordinate
services such as delivery and after sale services. Purchasers may individuals
or traders. In commerce, a retailer buys goods or products in large quantities
from manufacturers or importers either directly or through a wholesaler, and
then sells in smaller quantities to the end user. Retail establishments are
often called shops or stores. Retailers are the end of the supply chain.
According to Philip kotler “Retailing includes all the activities involved in
selling goods or services to the final consumers for personal, non business
use. A retailer or retail store is any business enterprise whose sale volume
comes primarily from retailing”.
The retail sector is changing at ever increasing rate and this is leads to
greater competitor activity. Such activity leads to a need to improve the way
companies approach retail marketing. Retailing is not only an integral part of
our economy but also shapes and is shaped by our way of life. While the
trading of goods has always been a part of traditional societies, in recent
times the buying and selling of products has became a much more
formalized and brand dominated activity.
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Marketing has been defined as “the process by which individuals and groups
obtain what they want and need through creating, offering and freely
exchanging products and services of value with others”.
Meaning of marketing is to identify the customer needs and satisfy those
needs as desired by the customer. But every player who is existing in the
market is doing the same. Therefore the companies started wondering what
next, they realized that they need to focus on long term profitable customers.
Only the way is to best of the best action plan and relationship building. For
that purpose every marketer is quoting their own business practices
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OBJECTIVES OF THE STUDY
PRIMARY OBJECTIVES: -
The primary objectives of the study are,
1. To know about the product awareness among the shopkeepers.
2. To identify the shop keeper satisfaction.
SECONDARY OBJECTIVES
The secondary objectives are,
1. To know about the company in details with Double Horse meat masala.
2. To assess the findings and to give suggestions
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SCOPE OF THE STUDY
This study was conducted in DOUBLE HORSE, THRISSUR on
the topic “Product Awareness and Shopkeepers Satisfaction” with special
reference to “DOUBLE HORSE MEAT MASALA” in Malappuram District.
The study confined for 6 month mainly relies on primary data obtained
from 30 shopkeepers in different parts of Malappuram district were
considered for the sample on the following basis ensuring proper coverage
from all areas.
Changaramkulam
1. Ksccf,Thriveni mega mart
2. Margin free super market
3. Kerala super market
4. Sonas super market
5. Thamarssery Brothers
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Edappal
1. Ksccf Thriveni mega mart
2. Margin free
3. Asian super market
Kuttippuram
1. Famous Bakes and super market
2. Margin free
Valanchery
1. Famous Bakes and super market
2. Labham
3. Thriveni
Putthanathani
1. Pulari super market
2. Margin free
Kottakkal
1. Bezzire super market
2. A one stores
3. margin free
Malappuram
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1.R.k super market
2. Margin free shop
3.Thriveni
4.St. George traders
5.Labham supply co
6.ANM super market
Ponnani
1. Margin free super market
2.Kalathingal super market
Shanguvetti
1. KVM stores
2. Mangalam stores
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RESEARCH METHODOLOGY
The value of any systematic research lies in its methodology which is a way
to systematically solve research problems. Methodology helps the
investigator to conduct the project study in a prescribed manner.
METHOD OF SAMPLING:
“sampling can be defined as the process of selecting a representative
portion of the population understudy for analysis” sampling is in which only
a portion and not the whole population is surveyed. it was selected by a
convenience sampling method.
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METHODS OF DATA COLLECTION AND SOURCES
After the research objectives the researcher has to collect the needed
information. In data collection methods, one should know about the variety
and sources of data which may yield the derived results, there are two
sources of data,
Primary data
Secondary data
PRIMARY DATA
Primary data is those data which is collected at first hand either by the
researcher himself or by someone else especially for the purpose of study.
SOURCES OF PRIMARY DATA
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o Questionnaires
o Interviews
SECONDARY DATA
In the hand of the researcher the data became secondary if was gathered
earlier for some other purposes from the following.
SOURCES OF SECONDARY DATA
o Journals
o Brochures
POPULATION
It is the aggregate of all the elements defined before selection of
sample. For this analysis researcher, selected Malappuram district.
SAMPLE SIZE
The decision to be taken regarding the number of elements of the
target population to be chosen. For this purpose researcher selected 30
intermediaries as sample size.
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VARIABLE UNDER STUDY
The dependent variable in this study is effectiveness of market
segmentation.
They have also some independent variables under the study that are;
Awareness
Availability
Quality
Advertisement
Price
Promotion activities
Preference
Satisfaction
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PERIOD OF STUDY
The period of the study is 6 months
LIMITATION OF THE STUDY
1. As the data is collected through questionnaire, respondents may
answer the questions with a bias.
2. The sample survey method has certain limitations
3. The standard of answering the questions by the respondents was not
that high as excepted.
4. The study is undertaken as a part of the project work, for the
academic purpose only.
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AWARENESS
Awareness is the state or ability to perceive, to feel, or to be conscious of
events, objects or sensory patterns. In this level of consciousness, sense data
can be confirmed by an observer without necessarily implying
understanding. More broadly, it is the state or quality of being aware of
something. In biological psychology, awareness is defined as a human's or
an animal's perception and cognitive reaction to a condition or event.
SHOPKEEPERS SATISFACTION
Considering the fact that the way in which a dealer is treated by
its manufacturer has decisive influence on the shopkeeper business
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success. And so an examination of shopkeeper satisfaction or
dissatisfaction has become strikingly important for the manufacturers.
It is necessary to understand that in the complex world of trade
today, shopkeeper would include not only who provide goods but also
service, which may be provided to the end consumer. In an age where
the customer is the king and marketers are focusing on customer
delight shopkeeper may be said as the first point of customer contact.
The shopkeeper are the only person who comes in direct contact with
the final consumer so he can know the nerves of consumer their
purchasing power, purchasing habit, the taste and preferences of the
customers. In present days where consumer have more product choices
than ever before and also more information about the choices so it’ s
the shopkeeper who can make difference in purchasing of a product
by a customer so every organization must have keen watch on their
shopkeeper and must satisfy their needs.
Functions of a shopkeeper
Anticipates customer wants Stocks product assortment Acquires market information After sale services Ensure satisfaction of consumers
The shopkeeper as we said above is the only person who comes
in contact with the final consumer so the shopkeeper has the capability
of influencing customers in their purchase decision. So the shopkeeper
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must be keenly watched and the organization must not only look for
the consumer satisfaction also must give importance for the dealer
satisfaction too. Only by making the shopkeeper satisfied we can have
consumers. So shopkeeper are capable of either increasing or reducing
demand for a particular product.
This study covers the shopkeeper satisfaction and which
product they are indulged in selling. This may further help the
organization for improving their sale and good relation with their
shopkeeper.
INDUSTRY PROFILE
Fast moving consumer goods are the products that are sold
quickly at relatively low cost, though the absolute profit made on FMCG
products is relatively small they generally sell in large quantities, so the
cumulative profit on such products can be large. Examples FMCG generally
include a wide range of frequently purchased consumer products such as
toiletries, soap, cosmetics, teeth cleaning products, shaving products and
detergents, as well as other non-durables such as glass ware, light bulbs,
batteries, paper products and plastic goods. FMCG may also include
pharmaceuticals consumer electronics packaged food products and drinks
although there are often categorized separately.
FUTURE PROSPECTS AND GROWTH PLANS
To achieve 1000 core turn over in 2012 and to achieve an all India market.
PRESENT STATUS OF THE INDESTRY
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The Indian FMCG sector with a market size of US $
13.1 billion is the fourth largest sector in the economy a well established
distribution network, increase competition between the organized and
unorganized segments characterize the sector. FMCG sector is expected to
grow by over 60% by 2010 that will translate into all annual growth of 10%
over a 5 year period. it has been estimated that FMCG sector will rise from
around Rs.56,500 cores in 2005 to Rs.92,100 cores in 2010 hair care,
households care, male grooming, female hygiene, and the chocolate and
confectionery categories are estimated to be the fastest growing segments,
says an HSBC report. Though the sector witnessed a slower growth in 2002-
2004, it has been able to make fine recovery since them.
FUTURE SCOPE OF THE INDESTRY
With the presence of 12.2% of the world population in the villages of India,
the Indian rural FMCG market is something no one can overlook. Increases
focus on farm sector will boost rural incomes. Hence providing better growth
prospectus to the FMCG companies. Better infrastructure facilities will
improve their supply chain. FMCG sector is also likely to benefit from
growing demand in the market, because of the low per capita consumption
for almost all the product in the country, FMCG companies have increase
possibilities for growth. And if the companied are able to change the mind
set of the consumers, i.e. if they are able to take the consumers to branded
products and offer new generation products, they would be able to generate
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higher growth in the near future, it expected that the rural income will rise in
2007, boosting purchasing power in the country side. The Current Scenario
The change in the social formats has led to the development of modern retail
outlets, mainly in the southern parts of the country. Chennai, Bangalore and
Hyderabad are developing as the hub of organize detail in India. The culture
is spreading to the other parts of the country too, with the western and
northern parts of the country too providing good opportunities currently.
Different players are trying out different formats. A successful fully Indian
or ‘Swadeshi’ model in Indian retailing is yet to be developed. The models,
which are highly successful in certain areas of the country, are able to
achieve only moderate success in certain other areas. The major formats
being followed for organized food retailing in India are:
Supermarket: Relatively larger-low cost, low margin, high volume, self
service operation designed to serve total need for food, laundry, and
household Maintenance products. E.g.: Food World, Nilgiris, Shoppers Stop
Discount Store: Standard merchandise sold at lower prices with lower
margins and higher volumes. True Discount stores regularly sell
merchandise at lower prices and mostly national brands. E.g. Margin Free
Markets, Subhiksha Fresh Product outlets: Outlets selling fruits and
vegetables in value-added packing. These outlets generally cater to the
higher segment of the society.
E.g. Namdhari and Safal
Specialty Stores: Narrow product line of an individual food-processing firm.
E.g. Haldirams, MTR
Convenience Store: Relatively small store located near residential area, open
long hours seven days a week, and carrying a limited line if high-turnover
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convenience products at slightly higher prices. E.g. Outlets near petrol
pumps, cinema halls etc.
Off-Price Retailer: Merchandise bought at less than regular wholesale prices
and sold at less than retail.
The change in the social formats has led to the development of modern retail
outlets, mainly in the southern parts of the country. Chennai, Bangalore and
Hyderabad are developing as the hub of organized retail in India. The culture
is spreading to the other parts of the country too, with the western and
northern parts of the country too providing good opportunities currently.
Different players are trying out different formats. A successful fully Indian
or ‘swadeshi’ model in Indian retailing is yet to be developed. The models,
which are highly successful in certain areas of the country, are able to
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achieve only moderate success in certain other areas. The major formats
being followed for organized food retailing in India are:
Supermarket: Relatively larger-low cost, low margin, high volume, self
service operation designed to serve total need for food, laundry, and
household maintenance products. E.g.: Food World, Nilgiris, and Shoppers
Stop
Discount Store: Standard merchandise sold at lower prices with lower
margins and higher volumes. True discount stores regularly sell merchandise
at lower prices and mostly national brands. E.g. Margin Free Markets,
Subhiksha
Fresh Product outlets: Outlets selling fruits and vegetables in value-added
packing. These outlets generally cater to the higher segment of the society.
E.g. Namdhari and Safal
Specialty Stores: Narrow product line of an individual food-processing
firm. E.g. Haldirams, MTR
Convenience Store: Relatively small store located near residential area,
open long hours seven days a week, and carrying a limited line if high-
turnover convenience products at slightly higher prices. E.g. Outlets near
petrol pumps, cinema halls etc.
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Off-Price Retailer: Merchandise bought at less than regular wholesale
prices and sold at less than retail.
Curry powder is a mixture of spices of widely varying composition based on
South Asian cuisine. Curry powder, and the contemporary English use of the
word curry are Western inventions and do not reflect any specific Indian food.
The word curry is widely believed to be a corruption of the Tamil word Kari,
meaning something like sauce, but it may instead be derived from the French
cuire.
In the western world curry powder mixtures tend to have a fairly
standardized taste though a great variety of spice mixtures are used in Indian
cuisine.
Curry powder was largely popularized during the nineteenth and twentieth
centuries through the mass exportation of the condiment to the western table,
throughout Europe and North and South America. Curry powder did not
become standardized, as many of the original blends of curry powder were
still available throughout the world. The late 1960s and early 1970s saw a
large increase of Indian food consumption in the west and internationally.
This led to an increase of Indian restaurants throughout the world. The tradition
of keeping special blends of curry powder simply became uneconomical, and
curry powder became increasingly standardized outside India.
Indian cooks often have readier access to a variety of fresh spices than their
foreign counterparts. Some curry cooks will have their own specific mixtures
for different recipes. These are often passed down from parent to child
Ingredients
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Most recipes and producers of curry powder usually include coriander, turmeric,
cumin, fenugreek, and red pepper in their blends. Depending on the recipe,
additional ingredients such as ginger, garlic, asafoetida, fennel seed, caraway,
cinnamon, clove, mustard seed, green cardamom, black cardamom, mace, nutmeg, long pepper,
and black pepper may also be added
Masala used in South Asian cuisines (including Indian, Bangladeshi, and Pakistani
cuisines) to describe a mixture of spices. A masala can either be a combination of
dried (and usually dry roasted) spices, or a paste (such as vindaloo masala) made
from a mixture of spices and other ingredients—often garlic, ginger, and onions. It
is used extensively in Indian cooking to add spice and flavor.
SPICES
Chilly
Unlike most other tropical spices, chilies are easy to cultivate and hence are
cultivated in almost all the parts of the world, especially in the regions with tropic
climate. Among the main producers of chilies India has an important standing.
Chilies were first brought to Europe during one of Columbus’ expeditions
but they did not meet much interest because black pepper seemed a much more
promising culinary. However in Spanish and Portuguese colonies chilies did find
a place Chilies were and within a few decades chilies became a fixed part in the
daily diet of nearly all peoples in South and South East Asia.
One of the reasons for chilies being adopted more easily than any other
spice was the difficulty that the farmers had in growing other pungent spices as
they were expensive and difficult to cultivate. Chilies as compared to other spices
were easy to cultivate and hot and humid climate in tropical regions, glowing hot
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desert of Northern India and extreme cold and dry seasons of the Himalayas in
Tibet were perfect for its growth.
Among all the species of chili only five species of genus Capsicum are
cultivated, and the most important species economically is Capsicum Annuum
besides Capsicum frutescent that includes the Tabasco chili and is the most famous
of all hot chilies.
In Northern India, as well as in Central Asia, chilies are used dried mostly.
They are sold whole or ground at the market and the intensively fiery, intensively
colored and intensively aromatic. In India, chilies from Kashmir (in the North
west of India) have the best reputation and chilies are considered to be the
universal spice of India. In India the states of Andhra Pradesh, Orissa,
Maharashtra, West Bengal, Karnataka, Rajasthan and Tamil Nadu are the major
chili producing areas and no country in the world has so much area and production
of chili as India.
Chilies have two important commercial qualities, as some varieties are
famous for red color because of the pigment Capsanthin while others are known
for biting pungency attributed by capsaicin.
While consumption of chili is the highest in India, maximum export is also
from this country and India made the record export of 51,900 tonnes of dry chili in
1996-97.
Indian chili and its products are brought by a number of countries.
Important among them are Sri Lanka, Bangladesh, South Korea and USA for dry
chili and USA, Germany, Japan, UK and France for oleoresin.
Originated in central Asia, garlic is today one of the famous spice of the
world and after being cultivated all over the world it met enthusiastic approval.
Garlic finds its mention in the Bible and in the ancient Egyptain times when they
were fed to the pyramid builders daily and as food for the Hebrews during their
sojourn in Egypt. Even the Roman period had garlicas a common spice and it was
extensively used from India to East Asia even before the Europeans arrived there.
After the Age of Exploration, garlic spread rapidly to Africa and both Americas.
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Garlic is hardy bulbous annual, with narrow flat leaves a pungent and acid
flavor and acknowledged medicinal value. The entire blub (‘cloves’) is without
odor but once cut or bruised, they produce an intensely strong odor.
In parts of Austria, salads are prepared with vinegar, oil and minced garlic. In the
Mediteranean sauces raw garlic has wide usage. In Greece, Greek Skordalia, a
paste made from cooked potatoes and raw garlic whereas in Turkey, Turkish Cacik
sauce is made from plain yogurt, shredded cucumber, peppermint and garlic. In
Vietnam garlic is served with almost all preparations. Garlic is taken as pickles
and as important ingredient vinegar. Herbal vinegar is commonly made with one
or two garlic cloves per liter vinegar. Usage of fried or cooked garlic is, however,
much more common. Garlic is used in vegetable, meat and poultry dishes,
especially in casserole, stew and marinade. Garlic oil finds use in readymade spice
– mixes, pharmaceuticals and disinfectants.
It is believed that garlic is used for keeping away vampires and has its
mention in the famous novel of Count Dracula.
Garlic is cultivated in India in the states of Poona, Nasik, Madurai and
Jamnagar. Besides garlic powder and dehydrated flakes, India also exports oil
and oleoresin with all constituents intact but without its pungent odor.
Ginger
Serving the purpose of a taste-maker, an appetizer and a drug, ginger is
known as one of the earliest Oriental spice in Europe and has been cultivated in
India as a fresh vegetable and marketed as a dried spice since time immemorial.
Ginger was an important spice during the Roman times. During the last centuries
of the Middle Ages and the Renaissance, ginger was used to flavor true beer. i.e.
the alcoholic beverage obtained by fermenting malt.
Originally from Central Asia, today ginger is cultivated in all the tropical
and subtropical Asian regions, Brazil, Jamaica and Nigeria. Raw ginger is popular
in South East Asia. In India ginger tea prepared by cooking slices of fresh ginger
for a few minutes, is taken as a spicy and healthy drink to get relieved form cold
and cough.
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The fresh, dried or powdered rhizome of a slender perennial herb, Indian
ginger is acclaimed worldwide for its characteristic taste, flavor & texture. Ginger
is cultivated as a cash crop in Africa and Latin America and its drink known as
Ginger ale is very popular in USA. Like root beer the ginger soft drink is not
fermented beer but simply sugar, ginger extract and carbonated water.
India offers ginger in a variety forms like, oils, oleoresins, fresh ginger in
brine, pickles, candies and syrups, garbled/ungarbled, bleached/unbleached and
powder form. Though grown all over India, the finest quality ginger is grown in
Kerala. Indian dry ginger is known in the world market as ‘Cochin Ginger’
(NUGC) & ‘Calicut Giner’ (NUGK).
India has a predominant position in ginger production and export. The
principal buyers are the Middle East, USA, the UK and the Netherlands.
Tamarind
Literally meaning the Arabic tamr hindi of “date of India”, this spice is
originally from Eastern Africa, but now is being cultivated all over the tropics and
is a much-valued food ingredient in many Asian or Latin American recipes. The
fruit of a tropical tree, tamarind is an indispensable spice in most south Indian
kitchens.
Tamarind is actually the fruit pod produced by tall, semi-evergreen tree
grown primarily in India. The beans and pulp within the food are virtually no
smell, but is has an extremely sour taste. Tamarind is available in whole pods, a
compressed block, paste or concentrates and is most likely to be found in Asian
markets.
The pulp is sold dry and needs to be soaked before usage. Tamarind is
taken as basis for spicy and sometimes sweet used to marinade meat or soybean
cheese before frying. In peninsular Southeast Asia (Vietnam and Thailand), the
pods are preferred unripe and used in tart soups or stews. These cannot be dried
without aroma change.
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India is the only producer of tamarind on a commercial scale. A large part
of India’s production of tamarind is exported to West Asia, Europe and America,
where it is used for food specialties like Worcestershire sauce. It is used as the
equivalent to lemon juice in India cuisine, but is also used extensively in Asian
cooking. It is often used to make juices, soups, chutneys and bean dishes.
Available in the form of pulp and juice concentrates it is used mainly for the
preparation of cool drinks, seafood and a range of sophisticated cuisine. Fresh
tamarind can be stored at room temperature, but should be used within a few days
of purchase. Tamarind concentrate can be kept in an airtight container in the
refrigerator for several months.
Turmeric
The use of turmeric dates back nearly 4000 years, to the Vedic culture in
India, when turmeric was the principal spice and also of religious significance.
Turmeric is also sometimes called ‘Indian saffron’ because of its brilliant yellow
color and Indian turmeric is considered the best in the world.
India alone produces nearly the whole world’s crop of turmeric and uses
80% of it. In today’s India, turmeric is added to nearly every dish be it non-
vegetarian or vegetables. Turmeric is part of all Indian curry powders and due to
Indian influence, turmeric made its way to the cuisine of Ethiopia. In South East
Asia, the fresh spice is much preferred to the dried.
Turmeric root is very similar in appearance to gingerroot, except that, once
peeled, is bright yellow in color. Turmeric is more commonly found and used in
powdered form and is often used in place of saffron, more for it’s color than flavor
which is earn and peppery. Turmeric is most often used in curries, but is also used
in chutneys, rice and vegetables dishes.
Turmeric powder should be kept in an airtight container and stored in a cool
dry place. It is not advisable to make fresh turmeric powder or paste as it is
extremely hard to grind. India today is the largest exporter of turmeric to countries
like the Middle East, the UK, USA and Japan.
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Some of the well-accepted varieties are ‘Alleppey Finger’ and ‘Erode
turmeric (from Tamil Nadu), ‘Rajapore’ and Sangli turmeric’ (from Maharashtra)
and ‘Nizamabad Buld’ (from Andhra Pradesh).
COMPANY PROFILE
Manjilas rice saga began from the humble environs of the rice bazaar,
Thrissur which is the cultural capital of Kerala. It was here late Sri. M.O. John
started his rice vending outlet in the year 1959. He was a visionary who brought
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about a great revolution in the rice industry. He was the founder general secretary
of Vyapari Vyasai Ekopana Samithi, as association of the business community of
Kerala. He was also president of Chamber of Commerce, Thrissur (1993-2000).
Thanks to the wide vision of this great man, Manjilas make about 14
varieties of rice and about 50 varieties of food products under the famous brand
name Double Horse.
Today Manjilas is the first ISO 9001:2000 which has 6 manufacturing units,
employing 450 people. These units use the state of the art imported technology. A
strong R & D department and special development kitchen has helped to launch
many innovative products giving novelty to the customers taste and appetite.
HISTORY OF THE COMPANY
When M.O John started Manjilas mill in 1959, he had the only intention of
providing the pure rice to malayalees.
Years ago the ancestors of M.O John were dedicated to deliver rice for the
Royal family. They were doing these processes through buying raw rice from
agriculture farms and making transform raw rice to rice. They gave importance to
quality because they have to deliver the rice to the royal family. Now, there were
no ruling and Manjilas give that much importance to quality.
In the ancient time M.O. John’s father commenced rice trading and started it as a
business. By starting his own rice mill M.O. John gave an introduction to the rice
industry in Kerala. By starting a modern rice mill in 1976 he brought up his
business in a new turning point. Innovation should brought up in the business but
don’t be over aggressive. This was his concept about business. Rice being an
inevitable food item he had the vision that rice should be available in at ordinary
rate and for the growth of business he was not ready to raise the price.
Manjilas introduced branded rice in the market. By introducing rice powder
in 1994 they started differentiation of products. In the olden days the keralites
have been buying rice from the shop and after washing it they gave it to the mill
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for getting rice powder. Because of these, all market analysts were having the
doubts regarding the success of the rice powder from Manjilas group. But within 6
months Manjilas got a favourable reply from customers. After rice powder, by
introducing idli mix, dosa mix, easy palappam and instant idiayappam, Double
Horse can lead the market according to the needs of the society.
Food processing industry is one of the fast changing industry in the world.
To utilize the opportunities out of the changes. Manjilas used product innovation
and regular research. The children of M.O John implemented the new
technologies in rice industry and they brought at rice industry into new meaning.
Now they are leading with their father M.O John’s long perceptiveness and insight.
After the death of M.O John, Double Horse products entered into diversification
under the able guidance of his sons. Now, the research and developments
department are working continuously for developing new products.
ESTABLISHMENT
Manjilas food products were founded in the year 1995. As today’s life style
has changed tremendously, there has been a wide change in the eating habits of
people. Keeping this aspects in mind Manjilas food products has entered to the
cater the changing taste and appetite of the consumers. The unit produces various
rice based value added products, instant mixes, ready to eat products etc. in the
famous brand name ‘Double Horse’.
Manjilas has 6 manufacturing units employing 450 people. The unit used
the state of art imported technology. A strong R & D department and special
developed kitchen had helped to launch many innovative products giving novelty
to the customers taste and appetitive. The unit has a capacity of 10 tones per day
and has 45 dedicated staff who are always on the look out to give the best quality
products throughout. The unit uses state of art packaging technologies to maintain
the freshness and aroma of the products.
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VISION
To be the leader in the food industry.
MISSION
To make every malayalee in India a Double Horse customer by the year
2008.
To make every malayalee in the world Double Horse customer by the year
2010.
MANJILAS PERSONNEL POLICY AND OBJECTIVES
The intention of the company is to provide a suitable, safe and healthy
working environment to each employee of Majilas group.
As the policies are the plan of actions, organization needs to evolve
personnel polices as they ensure consistency and uniformity in treating people.
They help to motivate and build loyalty. Policies become benchmark to compare
and evaluate performance. A policy is more specific and commits the
management to definite course of action.
QUALITY POLICY
Manjilas is committed to give total satisfaction to their customers through
continuous improvement of products, processes and distribution.
QUALITY ASSURANCE
Right from the purchase point to the sales there are quality checks. They
also believed that “a good output depends up on good input”. Company
personnels travel extensively through the paddy fields during the harvest season
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and great care is taken to see that only the best available paddy is purchased. The
paddy purchased is properly dried and stocked in paddy go downs.
CERTIFICATIONS
Manjilas is the first ISO 9001:2000 certified rice mill in Kerala. The
company has also been certified with ISO 9002.
RECENT DEVELOPMENTS
In today’s throat competition it’s a great note that Manajilas group is
shining brighter day to day. Even though they have started building their selves in
the overseas market. Slowly they are on the fastest track of development. Now
the time is not far away for Double Horse to gallop in the very near future, the
export development will get the utmost concentration from management as well as
from the production department.
Now, just have a look at the overseas market, they had representations in
Bahrain, Jeddah & Dammamm (KSA) Kuwait, Qatar and UAE. They appointed
distributors for unrepresented areas such as Riyadh (KSA) and Muscat. They were
able to introduce a number of products in the over seas market. Last year they
made a sale of Rs. 60 crore and now their target is Rs.20 crore and 70 percent of it
has been achieved.
MILE STONES
1. Kerala’s modern rice mill
2. It is the first rice mill which has branded rice product.
3. It is the first rice mill which has implemented LSU driver from USA.
4. It is the first rice mill which supply product free from adulteration.
5. First rice mill which has introduced sortex machine from England.
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6. First rice mill which has introduced SATAKE machineries from Japan.
7. First rice mill which has introduced Bubbar machineries from Buhler in
Germany.
8. First rice mill which has received ISO 9002 certification for quality
standards.
9. It is the first rice mill which has introduced repacking system.
10. It is the first rice mill which has supplied flours of different varieties of
puttu podi, appam podi etc.
11. It is the first rice mill which has marketed food products from
Manjeshawaram and parasala.
12. It is the first rice mill which has received ISO certification and still
maintaining it.
MAJILAS RICE PLANT
Manjilas group founded in the year 1959 has three rice milling units
a) Manjilas Rice Mill, Kottekad, Thrissur
b) Manjilas Agro foods Pvt. Ltd., Cheramangalam, Palakkad
c) Manjilas Food Tech. Pvt. Ltd. Naripotta, Palakkad.
The combined production capacity of these 3 units is 120 tones per day. The
company uses the imported technology from Satake Japan, Buhler Germany and
Sortex England. Its high processing facilities and hygienic warehouses ensure best
quality for all season.
Two generations of experiences have helped Manjilas Group to be the trendsetter
in this highly competitive rice industry.
DOUBLE HORSE RICE BRAND
The DHR & Rice products are quiet familiar to the people of Kerala which
shows that his brand is positioned as a sign of quality and perception. The unique
selling proposition of the company itself is ‘the taste of Keralites’.
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In Kerala, the brand was launched in 1954 since then no other company was
in the field till 1956. In 1965 they started a mechanized mill to cater the need of
Keralities.
There are about 350 retail outlets of Manjilas brand. The retailers are paid as
commission of 2.5 per cent on the sales. The marketing network of the company is
also elaborated. The retailers can order the commodity through telephone or any
other mean and the order will be processed and delivered to the retailers as early as
possible. Thus we can see that the company has got strong supply chain management
backed by all the modern infrastructure facilities.
The company’s main objective is to improve the quality from time to time.
Their vision is to become the market leader in the industry.
Keeping these aspects in mind, Manjilas food products have started to cater
the changing taste and appetite of the consumers. Manajilas group have 50 years
of experience in rice industry. Their core business is rice and rice based products
marketed under the brand name of ‘Double Horse’ which is the first brand
introduced in rice and rice products in Kerala.
Double Horse has over 14 varieties of rice. The company with a turnover of Rs.
60 Cr. and with a market share of nearly 20.5 Manjilas currently touches 20 lakh
households through 5000 plus retail dealers worldwide.
PRODUCT PROFILE
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DOUBLE HORSE is celebrateing its "Golden Jubilee Year" in 2009. In
50th Golden year, planned to launch 50 New Food Products by the end
2009.
New products includes- Blended Curry Powders, Spice & Condiment
Powders, Ready to Eat (RTE), Ready to Cook (RTC), Instant Mix,
Vegetables in Brine etc.
RICE
Payasam rice
Ponni rice
Raw rice meals
Jyothi matta
Single matta
Idli rice
Ghee rice
Matta broken
Cherumani
Jaya rice
Rose mutta
B.T meal
RICE POWDER
White puttu podi
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Chemba puttupodi
Rosted pathri powder
Dosa mix
Idli mix
Roasted white rice powder
HEALTH PRODUCTS
Double horse health mix is a highly "Nutritious Porridge". Also easy to
cook, very healthy as it is enriched of various macro and micro nutrients,
it will be a complete break fast and a balanced diet for all age groups.
Health puttu podi
Samba puttu podi
Ragivita
Instant giner coffee
Banana powder
Samba broken wheat
Corn puttu podi
INSTANT FOOD VARIENT
Palappam mix
East palappam
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Uppma mix
Idiyappam
CURRY MIXES
Chicken gravy mix chicken biriyani mix
Kerala chicken curry mix
Sambar mix
Kerala fish curry mix
Spices
Tamrind paste garlic paste
Ginger paste
READY TO EAT PRODUCT
Double horse RTC is 100% Natural & Sterilized. Since RTC are free
from bacteria will have a lasting shelf life. No artificial preservatives and
chemicals are added. Its completely safe & delicious to consume.
Aval
Avalose
Crunch flakes
INSTANT SWEET DISHES
Rice palada payasam mix
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Roasted vermicelli
Semiya payasam mIX
PICKLE / CHAMMANTHY
Coconut chammanthy powder
Bitter gour pickle
Mango pickle
Hot and sweet lime date pickle
Dates pickle
Gooseberry pickle
Ginger pickle
Lime pickle
Garlic pickle
Mixed vegitable pickle
Tender mango pickle
White lime pickle
Prawns chammanthy powder
Fish pickle
Chicken pickle
Mean pickle
Prawn pickle
Squid cutlet fish pickle
OTHER PRODUCTS
DOUBLE HORSE OATS - Launched in the month of February. It is
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ideal for Quick cooking, Rich in Fiber and Easy to Digest. Double Horse
Oats are healthy and a complete break fast to start your day, the right
way.
DOUBLE HORSE CHAKKA VARATTY -, Double Horse RTE is
100% Natural & Sterilized. Since RTE are free from bacteria will have a
lasting shelf life. No artificial preservatives and chemicals are added. Its
completely safe & delicious to consume.
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DATA ANALYSIS AND INTERPRETATION
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The researcher held thorough interviews with 30 Shopkeepers of
various places in malappuram district for the purpose of study. The
respondents were taken on the basis random sampling . The study conducted
by formulating questionnaire so as to accept and reject responses accordingly
The data collected was subjected to percentage-wise analysis and
presented in tabular form followed by appropriate presentation by graphs and
diagrams. The data collection, analysis and interpretation focus on assessing
product awareness and shopkeepers satisfaction on this product.
Tabulation was held as per, number wise and percentage wise.
AWARENESS LEVEL OF MEAT MASALA
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As far as a shop keeper is concerned product awareness has a direct link with dealing a product
Table 4.1
Category Number of respondents Percentage
Not aware 0 0
Aware 30 30
TOTAL 30 100
SOURCE: SURVEY THROUGH QUESTIONNAIRE
FIGURE 4.1
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BAR DIAGRAM SHOWING AWARENESS LEVEL
INTERPRETATION
On analyzing the above table and bar diagram 4.1 all the 30 respondents are
aware of the meat masala of double horse. it means that no respondents is
unaware about the double horse meat masala.
SOURCE OF INFORMATION ABOUT THE PRODUCT
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Source of information is a vital factor for taking the, selection of the mode of conducting the business
Table 4.2
C a t e g o r y N u m b e r o f
r e s p o n d e n t s
P e r c e n t a g e
T e l e v i s i o n 5 1 7
N e w s P r i n t s 3 1 0
R a d i o 2 7
C o m p a n y m a r k e t i n g
e x e c u t i v e s
2 0 6 6
T O T A L
3 0 1 0 0
SOURCE: SURVEY THROUGH QUESTIONNAIRE
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FIGURE 4.2
BAR DIAGRAM SHOWS SOURCE OF INFORMATION
INTERPRETATION:
Table 4.2 and bar diagram indicates that, out of from the 30 respondents
66% came to know about the product through marketing executives and 17%
through television, 7% through radio and 10% through news papers
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OPINION ABOUT DOUBLE HORSE MEAT MASALA
Table4. 3
Category Number of respondents Percentage
Below average 0 0
Average 6 20
Good 15 50
Very good 9 30
TOTAL 30 100
SOURCE: SURVEY THROUGH QUESTIONNAIRE
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OPINION ABOUT DOUBLE HORSE MEAT MASALA
FIGURE 4.3
INTERPRETATION
From the above table 4.3 and diagram it can be seen that 50% of
shopkeepers have very good opinion about double horse meat masala, 30%
good opinion, 20% rates the product as average.
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SATISFACTION LEVEL ABOUT DOUBLE HORSE MEAT MASALA
Satisfaction of shop keepers place an important role in accepting the product be offered for sale
Table 4.4
Category Number of respondents
Percentage
Highly dissatisfied 0 0
Dissatisfied 0 0
Satisfied 22 73
Highly Satisfied 8 27
TOTAL 30 100
SOURCE: SURVEY THROUGH QUESTIONNAIRE
LEVEL OF SATISFACTION
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Figure 4.4
INTERPRETATION
Satisfaction level data indicates an among the 30 respondents, 73 %
shopkeepers are satisfied with the quality of the product, 27 of the
shopkeepers are highly satisfied.
FACTORS INFLUENCING THE POPULARITY OF THE PRODUCT
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Popularity of product increases sale for a shop keeper, the popularity of the product is a major item for easy sale
Table 4.5
Category Number of respondents
Percentage
Price 3 10
Quality 17 56
Availability 2 7
Advertisement 8 27
TOTAL 30 100
SOURCE: SURVEY THROUGH QUESTIONNAIRE
FACTORS INFLUENCING THE POPULARITY OF PRODUCT
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Figure 4.5
INTERPRETATION
In table 4. 5 and Bar Diagram shows that 56% shopkeepers are in the
opinion that the quality is the main factor to be considered by the firm,
27%point as advertisement 10% where as price and 7 % as to availability of
the product.
DOES SUPPLY MEAT THE DEMAND
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Meeting the demand of the consumers is an important factor to be kept in
mind by the shop keepers. Below given table reveals the position of demand
fulfillment.
Table 4.6
Category Number of respondents
Percentage
Less 4 13
Proportionate 20 67
Excess 3 10
On demand 3 10
TOTAL 30 100
SOURCE: SURVEY THROUGH QUESTIONNAIRE
DOES SUPPLY MEAT THE DEMAND
FIGURE 4.6
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INTERPRETATION
As far as the supply of product is concerned, we can see that 67% suggest
that the supply of the product must be as far the proportion of the sale. 13%
are in the opinion that the supply is less than the demand.10% each
opinioned that the supply in excess demand and on demand.
SATISFACTION LEVEL OF PROMOTIONAL OFFERS
Satisfaction is the strategy of the present marketing. Whether a consumer or dealer or shop keeper, it’s the MANTRA of the marketing.
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Table 7
Category Number of respondents Percentage
Poor 2 7
Average 4 13
Good 18 60
Very good 6 20
TOTAL 30 100
SOURCE: SURVEY THROUGH QUESTIONNAIRE
SATISFACTION LEVEL OF PROMOTIONAL OFFERS
FIGURE 4.7
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INTERPRETATION
Table 4.7 and Bar Diagram shows that 60% respondents opinioned that
the promotional offers by the firm are good and 20% very good. It is to be
noted that 7% represented as poor.
OPINION ABOUT TRENDS IN SALE
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Sales trend is very important for shop keepers. Before selecting a product to be offered to public, sales trend is to be considered before acceptance of sale
Table 4.8
Category Number of respondents Percentage
Stable 5 17
Increasing 15 50
Fluctuating 6 20
Decreasing 4 13
TOTAL 30 100
SOURCE: SURVEY THROUGH QUESTIONNAIRE
FIGURE 4.8
OPINION ABOUT TRENDS IN SALE
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INTERPRETATION
As far as the opinion about the trend in sales concerned 50% of the
shopkeepers have informed that there is an increasing trend and 16% as
stable. We can also see from the table that 13% are informed a decreasing
trend of sales
OPINION ABOUT SERVICES PROVIDED BY COMPANY
Shop keepers always prefer those product, that are having after sale services provided by the company
Table 4.9
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Category Number of respondents Percentage
Highly insufficient 2 6
Not sufficient 5 17
Sufficient 18 60
Highly sufficient 5 17
TOTAL 30 100
SOURCE: SURVEY THROUGH QUESTIONNAIRE
FIGURE 4.9
OPINION ABOUT SERVICES PROVIDED BY COMPANY
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INTERPRETATION
Services provided by the firm to the shopkeepers play a vital role in
increasing the sales, from the above table we can see that 60% of 30
respondents given as sufficient and 6% as insufficient
DISTRIBUTION NETWORK OF DH MEAT MASALA COMPARED
TO OTHER PRODUCT
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Distribution network is the media through which products are supplied to the shop keeper or consumers
Table 10
Category Number of respondents Percentage
Very bad 3 10
Bad 7 23
Good 12 40
Very good 8 27
TOTAL 30 100
SOURCE: SURVEY THROUGH QUESTIONNAIRE
DISTRIBUTION NETWORK OF DH MEAT MASALA COMPARED TO OTHER PRODUCT
FIGURE 4.10
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INTERPRETATION
For marketing sufficient sales, distribution network must be prompt.
Table 4.10 and Bar Diagram represents that 40% opinioned that as good
and 27% as very good . Still 23% have represented as bad.
PREFERRED MEDIA FOR ADVERTISEMENT
Most effective media for the communication carries importance in the market
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Table 11
C a t e g o r y N u m b e r o f
r e s p o n d e n t s
P e r c e n t a g e
T e l e v i s i o n 1 5 5 0
P r i n t m e d i a 5 1 7
R a d i o 8 2 7
S i g n b o a r d 2 6
T O T A L 3 0 1 0 0
SOURCE: SURVEY THROUGH QUESTIONNAIRE
FIGURE 4.11
PREFERRED MEDIA FOR ADVERTISEMENT
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INTERPRETATION
Most Preferred media is television (50%) than FM radio, print media.
27% told that radio is the next preferred media. press and sign board are
17% and 6% respectively.
SATISFACTION LEVEL OF COMMISSION OF THE COMPANY
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Most of the shop keepers take interest in dealing those products which are having high commission.
Table 4.12
Category Number of respondents
Percentage
Highly dissatisfied 2 7
Dissatisfied 10 33
Satisfied 18 60
Highly Satisfied 0 0
TOTAL 30 100
SOURCE: SURVEY THROUGH QUESTIONNAIRE
FIGURE 4.12
SATISFACTION LEVEL OF COMMISSION OF THE COMPANY
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INTERPRETATION
Most of the shop keeper’s, respondents have expressed that the commission
received from the firm is satisfactory. Still 33% opinioned that they are
dissatisfied with the level of commission received from the firm.
FINDINGS ,SUGGESTIONS & CONCLUSION
5.1 FINDINGS
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The findings of the study are as follows;
o Among the 30 respondents, all the 30 were aware of the product
‘Double Horse’ Meat Masala.
o Out of the 30 respondents, 20 come to know about the product
through company executives.
o All of the 30 respondents were used to sell this product and 20
respondents have opinioned that this is an average product.
o Price is the least influencing factor as the customers are more
concerned about the Quality of the product.
o Most of the shopkeepers opinioned that the supply has to be
proportionate as per the demand.
o As far as satisfaction level of promotional offers provided to the
shopkeepers is concerned, 60 percentages have remarked as good.
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o Out of 30 respondents, 50 percentage shopkeepers suggested that
the sale of the product is increasing.
o About the services provided by the firm, even though 60
percentages expressed as sufficient, still 16.67 percentages
expressed as insufficient.
o Distribution Network is one of the main elements of the marketing
system. Here 40 percentages of the shopkeepers remarked as good.
At the same time 23.33 percentages points at that it is bad.
o Majority of the respondents opinioned that Television is the best
media for advertisement.
o While considering the commission paid by the firm to its
shopkeepers, 33.33 percentages is dissatisfied with the recent rate
and 60 percentages is satisfied.
5.2 SUGGESTIONS
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The project study has given the researcher an opportunity to put
forward some suggestions for improvement of the product from the part of
shopkeepers. some of them are as follows
o All the 30 shopkeepers are aware about the product, DOUBLE
HORSE should give more attention towards this to increase the
goodwill of the product and firm.
o Marketing executives play a very vital role in canvassing the
product. So the executives may be provided with more
professional training and incentives.
o Out of 30 respondents ,even though 50 percentages opinioned
that the product is very good ono,still 20 percentages
represented as average.. so attention must paid towards this.
o As quality remains the selection criteria, and 56 percentages
opinioned that the quality is the main variable for influencing
the purchase, the firm should keep up the quality standards
o Satisfaction level of promotional offers must be maintained at
higher level.
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o 50 Percentages of shop keepers reported that the sale is getting
increased and so proper and effective measures must be
introduced for further increase of sale
o When we consider the efficiency of the distribution network, as
23 percentages reported against of it ,proper attention and care
must be taken for enforcing it.
o There is a high percentages (33.33) of shop keepers against the
rate of commission paid by the firm..As trade commission is an
important element in the world of competition, the firm should
maintain the commission rate above the competition level.
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CONCLUSION
The project titled product awareness and shop keepers
satisfaction with special reference to Double horse meat masala
reveals a rosy picture about the progress. As the product is introduced
recently in the market ,the role played by the shopkeepers is very very
important. The sale of the product is directly related with the
psychology of the shopkeepers.
From the analysis, Double horse meat masala has a
wider acceptability by the shoppers along with satisfaction. Positively
the market will accept the products as number one by competing with
other Meat Masala in Malappuram District of Kerala.
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QUESTIONNAIRE
QUESTIONNAIRE FOR SHOP KEEPERS
Personal informationName : Shop name:Place :
1. Are you aware about DOUBLE HORSE meat masala ?
Yes [ ] No [ ]i. If yes, how do you come to know about this product?
[ ] Television [ ] News prints
[ ] Company marketing executives [ ]Others(mention)
ii. If no, why? (mention)
2. Have you ever sold this product?
Yes [ ] No [ ]
I. If yes, what do you feel about this product?
[ ] Below average [ ] average [ ] Good [ ] very good
II. If no, out of the following, what could be reason for not selling?
[ ] N o t i n t e r e s t e d [ ] L a c k o f p r o d u c t a w a r e n e s s
[ ] L a c k o f a v a i l a b i l i t y [ ] others (mention)
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3. Are you satisfied with quality of the product?
[ ] Highly dissatisfied [ ] Not satisfied
[ ] Satisfied [ ] highly satisfied
4. Which is the most influencing factor that increase the popularity of the product?
[ ] Quality [ ] Price
[ ] Advertisement [ ] Other (mention)
5. Whether the promotional offers are satisfactory?
[ ] poor [ ] [ ] average [ ] good [ ] very good
6. Does supply meet the demand?
[ ] Excess [ ] Less
[ ] Proportionate [ ] On demand
7. Please indicate your opinion about trends in sales??
[ ] Stable [ ] Increasing
[ ] Fluctuating [ ] decreasing
8. What is your opinion about service provided by company?
[ ] Highly insufficient [ ] Not sufficient [ ] sufficient [ ] highly sufficient
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9. Opinion about distribution network compared to other brands?
[ ] Very bad [ ] bad
[ ] good [ ] very good
10.Preferred media for advertisements?
[ ] Television [ ] Radio
[ ] Print media [ ] (mention)
11.Are you satisfied with commission offered by company?
[ ] Highly dissatisfied [ ] Not satisfied
[ ] Satisfied [ ] highly satisfied
12.Would you line to provide some suggestions for improvement?
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BIBLOGRAPHY
Book: -
Philip kotler marketing management, 10th edition.
Kothari,C.R- Research Methodology, 2nd editon.
Rajan Saxena Marketing Management, 9th edition.
S.Jayachandran Marketing management, 8th edition.
News Papers
Business Line, Various issues
Economics Time, Various issues
Websites
www.indiainfoline.com
www.yahoo.com
www.google.com
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