55711225 analysis of consumer perception on dabur honey

7/31/2019 55711225 Analysis of Consumer Perception on Dabur Honey

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PROJECT REPORT

ON

ANALYSIS OF CONSUMER PERCEPTION

WITH RESPECT TO DABUR HONEY

Submitted in the partial fulfillment of the requirement of

Master of Business Economics course of Guru Nanak Dev

University

By

ABHISHEK KUMAR RAJORIA

Roll No: 892971, Batch: 2009-2011

Under the guidance of

Mr. ASHOK ASTHANA

Asst. Professor - New Delhi Institute of Management

New Delhi Institute of Management

NEW DELHI -110062

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CERTIFICATE

This is to certify that the project titled A Study On Analysis Of Consumer

Perception With Respect To Dabur Honey, submitted by Abhishek Kumar Rajoria

to New Delhi Institute of Management, Guru Nanak Dev University, Amritsar in

partial fulfillment of requirement for the award of the M.B.E. Degree is an original

piece of work carried out under my guidance and may be submitted for evaluation.

The assistance rendered during the study has been duly acknowledged.

No part of this work has been submitted for any other degree.

Place: New Delhi Faculty Guide

Dated: Ashok Asthana

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ACKNOWLEDGMENTS

I would like to offer my sincere gratitude to various people, who directly or indirectly

have contributed in the development of this work and who have influenced my

thinking, behavior ad acts during the course of study.

I am indebted to Ambika Sharma (principal) and Ashok Asthana, Faculty, NDIM for

his support, co-operation and motivation provided to me during the study. Many

others had a direct or indirect by no means negligible contribution in the completion

of the project.

The project has been a learning experience for me and would not have been possible

without the support and guidance of the above mentioned people. Needless to say, I

alone remain responsible for any errors that might have crept into the pages, despite

of my best possible efforts to avoid them.

ABHISHE KUMAR RAJORIA

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Roll No: 892971

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CONTENTS

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LIST OF CHARTS

CHARTNO.

TITLE PAGE NO.

Chart 5.1 What is the percentage of the retailers who keep honey as

a product in their outlets

46

Chart 5.2 What is the percentage of the retailers who think that the

gifts/ schemes provided with the brand are attractive

47

Chart 5.3 How many retailers keep only Dabur honey and how

many keep other brands too

48

Chart 5.4 What influences the sales of Dabur Honey 49

Chart 5.5 How many retailers complained about crystallized honey 50

Chart 5.6 How many retailers are satisfied with the marginprovided 51

Chart 5.7 How many kids eat honey and how money doesnt eat 52

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S.NO. CONTENTS PAGE NO.

CHAPTER 1. Introduction 7

1.1 Introduction 8

1.2 Objective 10

1.3 Scope of the Study 11

1.4 Research Limitations 12

CHAPTER 2. Review of Literature 13

2.1 Literature Review 14

CHAPTER 3. Research Approach 18

3.1 Methodology 19

3.2 Research Design 213.3 Nature of Data 22

3.4 Data Source 23

3.5 Sample size 24

3.6 Tools of presentation 25

CHAPTER 4. Company Profile 26

4.1 Company snapshot 27

4.2 Product profile 35

4.3 Product life cycle 36

4.4 Constituents of dabur honey 404.5 SWOT analysis of dabur honey 41

CHAPTER 5. Finding and analysis 45

CHAPTER 6. Conclusions and Suggestions 64

Annexure 67

Bibliography 68

Sample Questionnaire 70


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honey

Chart 5.8 How kids consume Dabur honey 53

Chart 5.9 How many times in a day kids consume Dabur honey 54

Chart 5.10 At what time kids consume honey 55

Chart 5.11 What free gifts kids prefer with Dabur honey 56

Chart 5.12 What is the percentage of the kids who remember theadvertisement and who do not

57

Chart 5.13 What is the percentage of mothers who consume Dabur

honey

58

Chart 5.14 What is the consumption ratio of Dabur honey between

mothers and kids

59

Chart 5.15 What is the level of satisfaction of the respondents who

consume Dabur honey regularly

60

Chart 5.16 According to you what is the main reason of purchasing

Dabur honey over other brands

61

Chart 5.17 Do you consume Dabur honey if not then which brandyou prefer to consume 62

Chart 5.18 Which package size you generallyprefer buy 63

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Chapter 1

INTRODUCTION

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1.1 INTRODUCTION

Dabur India Limited, established in 1884, is one of the oldest health and personal care

companies of India. This young man, Dr. S.K. Burman, laid the foundation of what istoday known as "Dabur India limited". The brand name Dabur is derived from the

words Da for Daktar or doctor and bur from Burman. From a humble beginning in

1884, as a manufacturer of traditional medicine in Calcutta, Dabur has come along

way to become a multi-facet, multi- locational and multi-product modern Indian

Corporation with a global presence. It now enjoys the distinction of being the largest

Indian F.M.C.G. Company and is poised to become a true Indian multinational.

In its generic form, honey is a wonder product. If in western homes it is a term of

endearment, in India, honey is traditionally seen as a health syrup. No company in the

organized sector had seen business opportunity in honey, till the Dabur India Limited

decided to source honey in large volumes from apiculturalists (bee -hive farmers) and

market it, the company introduced branded honey in glass jars to the Indian market

about a decade ago. The only big organization selling honey at that time was Khadi

Gram Udyog that too unbranded produce from villages to the urban markets. Dabur

found that the demand is low. Honey's usage was restricted to the world of therapy;

used as a cough palliative, a skin conditioner or alternately as a base ingredient for

other ayurvedic formulations.

In the year 1991, Dabur Honey took to national level advertising for the first time,

placing the brand on the purity platform. Growth came, at about 20 per cent that was

not satisfactory. In the year 1994, Dabur gave the brand's ad account to enterprise. At

that time Dabur's ad spend for honey was a piffling Rs. 10-15 lakhs a year. It changed

the traditional perception of Indian consumer about honey as a medicine to tasty,

nutricious food on the breakfast table. Today in the year 2000-2001, it is a 40 crore

brand.

The purpose of undertaking this project is to get to the real life exposure and to get the

feel of the market dynamics .the scope of this project is limited to the understandingof the product life cycle and the market potential of Dabur Honey. The focus of this

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project is to increase the consumption of Dabur honey and help the organization from

constant threat from its competitors and suggests the ways and opportunities to

maintain the share of Dabur honey.

The project has done a full justice to the research objective and gave me an insight to

the market potential. This project has been very important, as I have been able to

successfully utilize and apply the marketing tools thereby enhancing my knowledge.

This project has proved to be an important milestone in terms of applying theoretical

knowledge practically thereby making me aware of the consumers perception about

an FMGC product like Dabur Honey.

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1.2OBJECTIVE OF THE STUDY

Following are the objectives of the study:

1. To know retailers and consumers perception about Dabur honey

2. To analyze the market of honey in Delhi, Noida and Ghaziabad.

3. To understand the economic factors affecting the sales volume and their

opportunities.

The purpose of undertaking this project is to get to the real life exposure and to get the

feel of the market dynamics

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1.3 SCOPE OF THE STUDY

The scope of this project is limited to the understanding of the product life cycle and

the market potential of Dabur Honey. The focus of this project is to increase the

consumption of Dabur honey and help the organization from constant threat from its

competitors and suggests the ways and opportunities to maintain the share of Dabur

honey.

The project has done a full justice to the research objective and gave me an insight to

the market potential. This project has been very important, as I have been able to

successfully utilize and apply the marketing tools thereby enhancing my knowledge.

This project has proved to be an important milestone in terms of applying theoretical

knowledge practically thereby making me aware of the consumers perception about an

FMGC product like Dabur Honey.

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1.4 LIMITATIONS OF THE STUDY:-

Following are the important limitations faced during the research work undertaken

1. It was highly expensive and time consuming.

2. The research is carried out on customers, dealers wholesaler retailers etc. who are

human beings. Human beings have a tendency to behave artificially when they

know that they are being observed.

3. Subjectivity is the main limitation of the study. It is very difficult to verify the

research results.

4. The projects generally took longer time. The time by which the research results

are presented market situation can undergo a change.

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Chapter-2

Review of literature

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Melanie G., Honey Provides Antibiotic Benefits and a Low Glycemic

Sweetener, Natural News Journal, January 2011 , Vol - 11, Page No 40 - 59

Honey provides a natural sweetener that can be used instead of sugar. Honey is a

whole food that comes from plant nectar and does not raise blood sugar as other

simple sugars do. Honey also contains a variety of minerals and vitamins and has a

long history as a healing food. Honey has been used as an antiseptic, antimicrobial,

and antibiotic.

Antibiotic Honey Kills Germs Honey has long been used for its antibiotic properties

and research has now demonstrated the mechanism. In an article published in the

Journal of the Federation of American Society for Experimental Biology, scientists

explain that a protein made by the bees called defensin-1 is the active germ-killing

ingredient in honey. The researchers postulate that honey may even be able to treat

diseases and infections that are antibiotic resistant such as MRSA (Methicillin-

resistant Staphylococcus aureus).

Honey contains antioxidants. A study at the University of California demonstrated

that consuming honey can raise antioxidant levels in the blood. The darker the honey,

the more antioxidants it contains. Dark colored honey from Illinois buckwheat has

been shown to have 20 times the antioxidant value as sage honey from California.

Skin Healing Properties of Honey Because honey has antimicrobial and antiseptic

properties, it can be used to heal skin conditions. Hundreds of cases have been

published in medical journals demonstrating honey's ability to cure wounds and

burns. Honey kills bacteria in the skin and speeds the healing of burns. It can be used

to treat sunburns as well.

Sanchez et-al; Consumer Perception of Value, Journal of Consumer Satisfaction,

Dissatisfaction and Complaining Behaviour, January 2006, Vol - 19, Page No 40 - 58

Consumer value is a concept of continuing interest to scholars, marketing researchers,

and to many marketing practitioners. However, the presence of multiple meanings, the

use of different terms, and even the existence of a diversity of opinions regarding its

features and nature reflect the complexity of its study and give rise to the possibility

of confusion in its application.

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This article presents a review of the existing literature on the concept of value in order

to shed light on the confusion surrounding this construct. The analysis highlights the

polysemy and the diversity of terms that have been used, along with the different

definitions that have been proposed. Convergent and divergent elements are also

identified. As a result of this review and analysis, the features that characterize the

concept of consumer value are determined and a conceptual framework is proposed as

a basis for future research.

Narain S. Branded Honey Sold in India is Likely To Be Contaminated With

Harmful Antibiotics, CSE Report, September 2004, Vol - 8, Page No 335 - 350

That spoonful of guaranteed pure sweetness may be hiding a bitter secret. Branded

honey sold in India is likely to be contaminated with harmful antibiotics, according to

a new study by the Centre for Science and Environment.

CSE's Pollution Monitoring Laboratory tested 12 leading brands of honey sold in

Delhi, including those made by Indian companies such as Dabur, Himalaya, Patanjali,

Baidyanath and Khadi as well as by two foreign companies based in Switzerland and

Australia. Scientists found high levels of six harmful antibiotics in 11 samples, with

only the Indian Hitkari brand coming out clean.

Dabur Honey which has captured 75 per cent of the Indian market had the

antibiotic Oxytetracycline at nine times the level that is permitted for exported honey.

It also had significant amounts of two other drugs completely banned for use in

honey. If the sample was placed for export to the United States or the European

Union, it would have been rejected.

Nectaflor Natural Blossom Honey, made by Narimpex of Switzerland, had the largest

number five of the six antibiotics that it was tested for, including the highest

levels of ampicillin and erythromycin, both of which are not permitted for beekeeping

in any country. It would be illegal to sell it even in Switzerland itself. Similarly, the

Australian brand, Capilano Pure & Natural Honey, which is sold in 40 countries,

violated standards set in its home country.

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It is clear that foreign companies are taking advantage of the lack of regulations in

India. After all, if our government does not care about the health of its people, why

should these companies care. We have standards for antibiotic contamination in the

honey we export. The government even tests and certifies that exported honey meets

health and safety regulations. But we do not have any standards for domestic honey.

This is clearly unacceptable,.

Bolton L. et al., Consumer Perceptions of Price (Un) Fairness, Journal of Consumer

Research, March 2003, Vol - 29, Issue - 4, Page No 474 - 491

A series of studies demonstrates that consumers are inclined to believe that the sellingprice of a good or service is substantially higher than its fair price. Consumers appear

sensitive to several reference pointsincluding past prices, competitor prices, and

cost of goods soldbut underestimate the effects of inflation, overattribute price

differences to profit, and fail to take into account the full range of vendor costs.

Potential corrective interventionssuch as providing historical price information,

explaining price differences, and cueing costswere only modestly effective. These

results are considered in the context of a four-dimensional transaction space that

illustrates sources of perceived unfairness for both individual and multiple

transactions.

Sanzo M.J.; "Attitude and Satisfaction in a Traditional Food Product", British Food

Journal, 2003, Vol - 105, Page No.771 790.

The aim of this work was to analyse the relationships between three types of

variables: consumerattitude towards a generic product honey; the perceived quality

of the specific brand consumed; and the satisfaction with this brand. The paper first

tests the effects the different perceived quality dimensions exercise on satisfaction.

Second, the paper proceeds to analyse the influence of attitudes, on the one hand, on

the different quality dimensions and, on the other hand, on the effects of such

dimensions on satisfaction.

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Mazis A. B, Consumer Perceptions of Health Claims in Advertisements and on Food

Labels, Journal of Consumer Affairs, Summer 1997, Vol - 31, Issue - 1, Page No 10

-26

It has been hypothesized that consumers are more skeptical of health claims made in

food ads than of health claims made on food labels. Therefore, the current research

explores consumers' skepticism of health claims when the source of such claims is

identified as a food ad or a food label. The study also examines whether consumers'

beliefs are affected by nutrition information on food labels and whether health claims

that have been challenged by the Federal Trade Commission (FTC) and by consumer

groups are more likely to affect consumers' beliefs than are unchallenged health

claims. The findings have implications for understanding the role of education inreducing consumer misperceptions of health claims.

Valarie A. Z., Consumer Perceptions of Price, Quality, and Value: A Mean-End Model

and Synthesis of Evidence, Journal of Marketing, July - 1988, Vol. - 52, Page No. 2 -

22

Evidence from past research and insights from an exploratory investigation are

combined in a conceptual model that defines and relates price, perceived quality, and

perceived value. Propositions about the concepts and their relationships are presented

in this study that is supported with evidence from the literature. Discussion centres on

directions for research and implications for managing price, quality, and value.

Albert J. D. B., Consumer Perceptions of Comparative Price Advertisements, Journal

of Marketing Research, November 1981, Vol - 18, Issue - 4, Page No 416 - 427

The authors analyse the issue of comparative price advertising from a behavioural

perspective. Because public policy recognises that comparative pricing may lead to

consumer misperceptions, the authors review the regulatory setting and pose several

research questions that need to be addressed. A complex experiment and replication

examining some of these questions is reported.

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Chapter-3

Research Approach

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3.1 METHODOLOGY

Present study is empirical in nature and based mainly on primary data collected from

respondents through questionnaire and observations. Besides collection and analysisof primary data, secondary data and pertinent literature has been compiled from

published and documented sources. Previous studies, surveys, reports and research

work have been consulted while concerned persons have been approached to get

insights and relevant statistics on the topic of investigation. The objective of the

research is to find out the consumer perception in case of Dabur Honey.

A detailed survey of retailers and consumers was carried out to find out their

perception of Dabur Honey. The details of the methodology are stated below.

Areas : Delhi, Noida and Ghaziabad

Research Design : Exploratory

Sources of Information : Primary & Secondary Data

Data collection Method : Structured Non Disguised

Questionnaire.

Types of questions Used : Open Ended

Multiple Choice

Close ended

Dichotomous

Target Group : Retailers

Kids (8-12 Years)

Ladies (Mothers)

Sampling Method : Convenience Sampling

Sample Size : Retailers -100

Kids-150,

Ladies-50

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PROCEDURE OF MARKETING RESEARCH

22

Define the problem &

Research objectives.

Develop the

Research Plan

Collect the

Information

Analyze the

Information

Present theFindings


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3.2 Research Design

This project will be conducted based on the qualitative empirical research including

graphical representation of the collected data. A qualitative method was chosen for

this project, because it tends to focus on one or a small number of cases, to use depth

analysis of collected materials, to be discursive in method. Qualitative exploratory

method is appropriate here, since this project will focus on the perceptions and

prioritization of consumer in case of purchasing dabur honey and the various factors

and identify important parameters for customer acceptance of dabur honey. The

factors can be best analyzed based on the qualitative methods for its descriptive

possibilities. If required, the descriptive and casual approaches may also be used.

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3.3 Nature of data

It is necessary to prepare a list of the information, which is needed to attain the

objectives. So both Primary and Secondary data were used for the study. The

secondary data was collected from various sources like complied data from existing

sources of outlets and the Internet.

The Primary data was collected from:

Questionnaire

Observations

Personal Interview

The Secondary data was collected from:

Internet

News Paper

Others Books

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3.4 DATA SOURCE

The Initial data was collected with the help of the managers and executives of the

company. The Questionnaire was framed with the needed information in mind and

each question was directed and denoted towards finding out specific information.

It is important to notice that this research was conducted based on respected

secondary hand information as well, such as books, Blogs, Research Papers, and

Commentaries, Newspapers both in Electronic and Hard Copy Versions.

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3.5 SAMPLE SIZE AND SAMPLING METHOD

Universe

The customers who prefer to buy dabur honey were covered to study the customer

perception and factors affecting their buying behavior.

Sampling method

A survey was conducted in and around Delhi city and NCR Region. Sample sizes of

respondents were 360.

Target Group : Retailers

Kids (8-12 Years)

Ladies (Mothers)

Sampling Method : Random Sampling

Sample Size : Retailers -100

Kids-150,

Ladies-50

Analysis involves converting raw data into useful information. It involves tabulation

of data and graphical representation of these data. This phase will mark the

culmination of the research effort. The research findings and personal experience will

be used to propose recommendations to study the various factor and identify

important parameters for customer perception and consumer buying behavior with

respect to Dabur Honey .

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3.6 TOOLS OF PRESENTATION

The analysis was done on the various data collected by the method of questionnaire.

The analysis method consisted of various pie diagrams and charts that reflected the

basic objectives of the study. Emphasis was placed on providing the facts though

certain suggestions and recommendations from the respondents while taking

interview.

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CHAPTER 4

COMPANY PROFILE

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4.1COMPANY SNAP SHOT

Set up in 1884 by Dr S K Burman as a proprietary firm for the manufacture of

ayurvedic drugs, the Company was incorporated later by his descendants in the name

of Dabur (Dr S K Burman) Pvt. Ltd. In the late 70s, Dabur Pvt. Ltd promoted a

company to manufacture high-grade guargum and a plant was set up at Alwar. But

poor performance resulted in losses and with a view to rehabilitating the company,

Dabur Pvt. Ltd was reverse merged with it and the new company was named Dabur

India Ltd. At Alwar, production of guargum was curtailed and Daburs products were

introduced. Dabur manufactures over 450 products, mainly ayurvedic, covering a

wide range of health and personal care and has manufacturing plants located at 6

different places in the country. Dabur went public in Nov 93, raising Rs541.5m (at

Rs95/share) and the issue was oversubscribed 21 times. Dabur Research Foundation,

a group company, handles research, product development/ improvement for

increasing consumer satisfaction.

Dabur has come along way to become a multi-facet, multi- locational and multi-

product modern Indian Corporation with a global presence. It now enjoys the

distinction of being the largest Indian F.M.C.G. Company and is poised to become a

true Indian multinational. The phenomenal progress has been many milestones, some

of which are mentioned below:

1884- Dr. S.K. Burman lays the foundation of what is today known as Dabur

India Limited. Starting from a small shop in Calcutta, he began a direct

mailing system to send his medicines to even the smallest of villages in

Bengal. The brand name Dabur is derived from the words Da for Daktar or

doctor and bur from Burman.

Early 1900s- The next generation of Burmans take a conscious decision to

enter the Ayurvedic medicines market, as they believe that it is only through

Ayurveda that the healthcare needs of poor Indians can be met.

1920s- A manufacturing facility for Ayurvedic Medicines is set up at

Narendrapur and Daburgram. Dabur expands its distribution network to Bihar

and the north-east.

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1940 Dabur diversifies into personal care products with the launch of its

Dabur Amla Hair Oil. This perfumed heavy hair oil catches the imagination of

the common man and film stars alike and becomes the largest hair oil brand in

India. 1956- Dabur buys its first computer. Accounts and stock keeping are one of

first operations to be computerized.

1970- Dabur expands its personal care portfilio by adding oral care products.

Dabur Lal Dant Manjan is launched and captures the Indian rural market.

1972- Dabur shifts base to Delhi from Calcutta. Starts production from a hired

manufacturing facility at Faridabad.

1979- Commercial production starts at Sahibabad. This is one of the largestand most modern production facilities for Ayurvedic medicines in India at this

time.

1984- The Dabur brand turns 100 but is young enough to experiment with new

offerings in the market.

1989- Hajmola Candy is launched and captures the imagination of children

and establishes a large market share.

1994- Dabur India Limited comes out with its first public issue. The Rs. 10share is issued at a premium or Rs. 85 per share. The issue is oversubscribed

21 times.

1995- Dabur enters into a joint venture with Osem of Israel for food and

Bongrain of France for cheese and other dairy products.

1996- Dabur launches Real Fruit Juice which heralds the companys entry into

the processed foods market.

1997- The Foods division is created, comprising of Real Fruit Juice andHommade cooking pastes to form the core of this divisions product portfolio.

1997- Project STARS (Strive to Achieve Record Successes) is initiated by the

company to achieve accelerated growth in the coming years. The scope of this

project is strategic, structural and operational changes to enable efficiencies

and improve growth rates.

1998- The Burman family hands over reins of the company to professionals.

Mr. Nunu Khanna Joins Dabur as the Chief Executive Officer.

1999-2000- Dabur achieves the Rs. 1000 crore turnover mark.

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2002 - Dabur record sales of Rs 1163.19 crore on a net profit of Rs 64.4

crore

2003 - Maintaining global standards As a reflection of its constant efforts at

achieving superior quality standards, Dabur became the first Ayurvedicproducts company to get ISO 9002 certification

2005 - Dabur aquires Balsara

2005 - Dabur announces bonus after 12 years

2008 - Acquires Fem Care Pharma

2009 - Dabur Red Toothpaste joins 'Billion Rupee Brands' club

What is that life worth which can not bring comfort to others.

Dr. S.K. Burman (1856-1907)

(The founder of Dabur)

VISION

Dedicated to the health and well being of every household

PRINCIPLES

Ownership

This is the company where personal responsibility and accountability are accepted to

meet business needs.

Passion for Winning

All leaders in the area of responsibility with a deep commitment to deliver results

People Development

People are the most important asset. The value is added through result driven training

and the encouragement is through reward and excellence.

Consumer Focus

Superior understanding of consumer needs and develop products to fulfill then better.

Team Work

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Working together on the principle of mutual trust and transparency in a boundary less

organization

Innovation

Continuous innovation in products and processes is the basis of the success.

ADVERTISING

OGILIVY AND MATHER(O&M) ,

The Abby award winner for the last 3 years in a row is doing assignment for Dabur

and also have credits of the success of Dabur s brands.

BRAND AMBASSADORS :

1. Amitabh Bacchan

2. Mahender Singh Dhoni

3. Karishma Kapoor

4. Mandira Bedi

5. Sunil Shetty

Plant locations:

It has 10 manufacturing plants across the country with 2 in UP at Sahibabad and

Noida , 3 in West Bengal at Kharia, Narendrapura & Kalyani, 1 in Bihar at Dabur

gram, 1 in Haryana at Faridabad, 1 in Rajasthan at Alwar, 1 in Himachal Pradesh at

Baddi and 1 in Madhya Pradesh at Katni and 2 abroad , 1 in Egypt and other in Nepal.

Subsidiaries:

The company has 7 subsidiaries in its fold.

Dabon International Limited:It has a 50:50 joint venture with Bongrain of France

for manufacturing dairy products. The company has 20% market share in processed

cheese market. The company sells its cheese under Dabon brand name.

General De Confiteria Limited: The company's joint venture with Agrolimen of

Spain for manufacture of confectionery products. The company divested its stake in

the venture as a part of its restructuring programme. The company sold off its stake

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Excelsia foods Limited: The company's joint venture with Nestle SA for

manufacturing and selling biscuits. The company divested its entire holding in the

venture for a token sum of Rs10 as the venture was a loss making with negative net

worth.

Dabur Foods Limited: The company hived off the foods division into a separate

100% subsidiary during the year. The company has Real Fruit Juice, Hommade range

of condiments, Lemoneez and other brands in its portfolio. The company launched its

Coconut Milk to its portfolio during the year.

Dabur Nepal Private Limited: The company 80% subsidiary of Dabur India

Limited. In FY00 it set up manufacturing facility for manufacturing PET bottles for

hair oils. The company has also set up new tetra pack unit for packaging Real Fruit

Juices. It is also into manufacturing Beehives and Bee Frames.

Dabur Egypt Limited: The company is a 76% subsidiary of Dabur Overseas

Limited. The company is into business of manufacturing hair oils, vinegar, rose water,

and glucose. The company is planning to source goods for other African countries

from this unit.

Dabur Finance Limited: The company is a 100% subsidiary of Dabur India Limited

and is into business of making financial investments. It raises deposits from public

and invests in various investment schemes. The company is expected to be shut down

by 2002-2003 under the restructuring program it is currently implementing.

Dabur overseas Limited: This company is a 100% subsidiary of Dabur India

Limited and is into trading activities. It acts as an investment holding company. This

company is based in Hong Kong. The company didn't perform any business during

the year.

Dabur International Limited:This company is a 100% subsidiary of Dabur India

Limited. The company is into business of carrying out trading activities. This

company is based in Hong Kong. During FY00 the company didn't perform any

business

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DIVISION WISE BREAKDOWN OF CONSOLIDATED

Revenue Financial

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CHYAWANPRASH Largest Ayurvedic medicine with market size of about Rs. 2

billion, Dabur is market leader with 65% share

Interim dividend of100% declared by the Board

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PRODUCT PUNCH LINE

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4.2PRODUCT PROFILE

In its generic form, honey is a wonder product. If in western homes it is a term of

endearment, in India, honey is traditionally seen as health syrup.

No company in the organized sector had seen business opportunity in honey, till

the Dabur India Limited decided to source honey in large volumes from

apiculturalists (bee -hive farmers) and market it, the company introduced branded

honey in glass jars to the Indian market about a decade ago.

The only big organization selling honey at that time was Khadi Gram Udyog that

too unbranded produce from villages to the urban markets.

Dabur found that the demand is low. Honey's usage was restricted to the world of

therapy; used as a cough palliative, a skin conditioner or alternately as a base

ingredient for other ayurvedic formulations.

Dabur made a start of mass marketing its honey. By flowing honey through its

distribution stream, all that the company had achieved was placing the product

within the urban consumer's reach.

By the late 1980's, small regional brands had started getting stronger, although

they were confined to small pockets by their lack of a wide distributionmechanism. This posed a danger.

Other brands- Natural way (Golden Meadows), Allied's and Mehson's among

them had started gaining recognition in the branded honey market. And some

more were on their way in, some with fancy packaging to target the upmarket

buyer. The small marketers were selling on price, which meant trouble for Dabur.

In the year 1991, Dabur Honey took to national level advertising for the first time,

placing the brand on the purity platform. Growth came, at about 20 per cent thatwas not satisfactory.

In the year 2007, Dabur gave the brand's ad account to enterprise. At that time

Dabur's ad spend for honey was a piffling Rs. 7 8 crore a year. It changed the

traditional perception of Indian consumer about honey as a medicine to tasty,

nutricious food on the breakfast table.

Today in the year 2009 - 2010, it is a 350 crore brand.

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4.3PRODUCT LIFE CYCLE

A products differentiating and positioning strategy must change as the product,

market and competitors over time. There are four stages in a product life cycle and the

product life cycle curves are portrayed as bell-shaped as shown in the figure.

The four stages are:

1. Introduction- This is a stage in which the product is introduced in the market and

is a period of slow sales growth. Profit are nonexistent in this stage because of

heavy expenses incurred with product introduction.

2. Growth- In this stage, the product goes through a period of rapid market

acceptance and substantial profit improvement.

3. Maturity- This is a period of slowdown in sales growth as the product has

achieved acceptance by most potential buyers. As the competition increase, the

profit stabilizes or decreases.

4. Decline- This is period when sales decline and profit decrease.

The above stages can be summarized as shown in the table below:

PLC elements Introduction Growth Maturity Decline

CHARACTERISTICS

1. Sales Low Fast Growth Slow Growth Declining

2. Profits Negligible Peak Level Declining Low

3. Cash Inflow Negative Moderate High Low

4. Competitors Few Growing Many Declining

5. Customers Innovative Mass Market Mass Market Laggard

Source: www. Daburindia.com

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In the above stages, the MARKETING STRATEGIES, which should be adopted, are:

1. INTRODUCTION- In this stage, the main objective should be to create

awareness and trial by adopting the following strategies:

Offering a basic product.

Use cost-plus for pricing the product.

Build selective distribution.

Build product awareness among early adopters and dealers by

advertising.

Use heavy sales promotion to attract the people to try the product.

2. GROWTH- In this stage, the main objective is to maximize the market share by:

Offering product extensions, service, warranty etc.

Price should be such that it penetrates the market.

Build intensive distribution.

Build awareness and interest in the mass market through advertising.

Reduce sales promotion to take advantage of heavy consumer demand.

3. MATURITY- In this stage, the main goal is to maximum the profit while

defending the market share by:

Diversify brands and items.

Price should match or beat the competitor.

Build more intensive distribution.

Increase sales promotion to encourage brand switching.

4. DECLINE- In this stage, the marketing strategy should focus on reducing the

expenditure and milking the brand by:

The product, which is weak, should be phased out.

Cut price.

Go selective, eliminate unprofitable outlets.

Reduce advertising to the level required to retain hard-core loyal.

Reduce sales promotion to a minimal level.

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INTRODUCTION GROWTH MATURITY DECLINE

Source: www.daburindia.com

40

S

A

L

E

S

&

P

R

O

F

I

T

S

($)

Profit

Sales


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PRODUCT LIFE CYCLE

Taking into consideration the Dabur Honey, this has market share of 66% (in value)and 44% (in volume). Its annual sales are approximate 40 corers per annum. The total

market of honey is 100 corers. The dabur honey was relaunched in 1994 as food

items. There has been 12% in increase in sales from the last year, which is a positive

sign. The company is nowadays offering it as a food. It is being widely distributed

and lot of money being spent on advertising and sales promotion. Reminder

Advertising is important to remind the target market about the existence of the

product.

Stage in the Product Life Cycle: Maturity

The product has been relaunched and brought into the food category. Also, it has a

significant market share both in value and volume terms

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4.4CONSTITUENTS OF HONEY

Percentage

Total Dissolved Solids Sugars

Fructose (Levulose)

Glucose (Dextrose)

Sucrose

Other higher sugars

Water

Minerals: (Potassium, Calcium, Magnesium, Iron, Copper,

Manganese, Phosphorus, Sulphur, Chlorine and Traces of

Chromium, Nickel, Tin, Silver, Gold etc.

Acids: (Acetic, Buteric, Citric form ie, gluconic, maleic, lactic,

succine etc.)

Proteins and Amino Acids: (Proline, Phenylanin , Leucine,

Valine etc.)

Enzymes: (Invertase, Amylase or Diastare, Gluclose - oxidase

etc.)

Vitamins: Vitamin B-I or Thiamin, Vitamin B-2 or Riboflavin,

Niacin, Vitamin B-6 or Pyridoxal, Vitamin C

70-80

38

37

2

0.5

20

0.5

0.2

0.25

Traces

Traces

Source: www.daburindia.com

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4.5 SWOT ANALYSIS

A very useful tool in analyzing a business spectrum is the SWOT Analysis. This four

lettered word is formed from the initials of the following words: Strength, Weakness,

Opportunity and Threat. The analysis is done by identifying these four parameters

involved with the organization and utilizing them as analytic tools for carrying out the

process.

After conducting the survey, the following facts were noticed in regard to the above

mentioned parameters. An effort has been made to show these facts in a detailed form

in so called SWOT ANALYSIS.

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BRAND STRENGTH / WEAKNESS ANALYSIS

Important Parameters Strengths Weaknesses

Brand Dabur Honey Brand Loyalty

66% Market Share

(In value)

45% Market Share

(In Volume)

Most Selling Brand

40-Crore Brand

Price Affordable

Packaging Attractive

Available in 5 packsizes (50

gms, 100gms, 200gms, 500 gms

and 1 Kg.)

No sachet / Plastic

Packaging

Positioning Targeted to kids (i.e. 6-10 Yrs.)

as a food item.

Advertising Leading Brand Ambassadors,

Effective ReachSales Promotion No window hiring/

displays.

Some retailers are

unaware about the

sale promotion

schemes.

Present gifts are less

attractive.

Less schemes for

retailers to push the

product.

Distribution System Widespread two level channel.

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THREATS

Branded honey is available in the market with five or six flavors.

Competitive brands are giving more margins because of which retailers are least

interested in selling their product. A complaint like granulation of honey (i.e. small sugar crystals) is affecting the

sales.

Foreign branded honey is now available in the market and is liked by the

consumers.

In areas like South Delhi, customers dont consider price to purchase honey and

foreign honey is capturing the market.

OPPORTUNITIES

New flavors of honey could be introduced.

Innovative packaging like sachet and plastic packaging could be launched.

In Ghaziabad, market for expensive foreign honey has not been developed yet, so

there are only few brands including local ones among which Dabur is the leader.

DABUR HONEY COMPETITORS

Indian Brands

Mehsons

Baidyanath

Natural Way

Himani

Zandu

Charakh

Himalayan

Himflora

Kashmiree Honey

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Foreign Brands

Capilano (Australian)

Lagneese (German)

Fragata

Domestic Brands

Ankur ( Khadi Gram Udyog)

Dadis ( Hoshiarpur)

Kabliwala

Tripta

Hadras (U.P.)

Mohuns

Uttarakhand

Bajaj

Honeylime

Baba

Balaji

Leheson

Lekhsons

Allieds

Indica

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CHAPTER- 5

FINDINGS

&

ANALYSIS

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Based on the questionnaire, the following results could be drawn in graphical form.

For the several parameters involved in the study it is beyond the scope of this report to

show each result based on individual parameters as that would unnecessarily turn the

project report lengthy and cumbersome to follow. The numbers indicated in the

results below represent the sample size or the number of respondents involved in the

study.

PART-A

FINDING AND ANALYSIS OF RESPONSE FROM (RETAILERS)

Chart 5.1What is the percentage of the retailers who keep honey as a product in their

outlets?

INTERPRETATION

It was observed that 8% of the retailers dont keep honey at all while 92% of the

retailers do keep honey. Most of the retailers they keep honey because it is consumed

as a daily routine of life and has many benefits.

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92%

8%

Who Keep Honey Who Don't Keep Honey


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Chart 5.2 What is the percentage of the retailers who think that the gifts/ schemes

provided with the brand are attractive?

INTERPRETATION

About 80% of the retailers told that the effect of the present gifts in nil while 10%

respondents told that they are attractive and remaining 10% were neutral and prefer

not to answer. This indicates that Dabur as a brand do not have to concentrate more

on offer gifts as they already are market leader with 75% market share and has earned

trust as a result of quality and services.

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80%

10%

10%

Unattrative Scheme Attractive Scheme Can't Say


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Chart 5.3 How many retailers keep only Dabur honey and how many keep other

brands too?

INTERPRETATION

About 52% of the retailers keep only Dabur Honey while 4% of them do not keep

Dabur Honey and remaining 44% of the retailers keep other brands too along with

Dabur. Customer generally go for Dabur because of the quality and advertisements

where as advertisement issued by other companies were comparative less as

compared to Dabur hence consumers are not much aware about them.

50

52%44%

4%

Keep Only Dabur Honey Other Brands Including Dabur Don't Keep Dabur Honey


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Chart 5.4 What influences the sales of Dabur Honey?

INTERPRETATION

About 52% of the retailers told that sale of Dabur Honey is mostly influenced by its

brand name, 17% told that it is influenced by quality, 10% told that sales is influenced

by products purity, 5% because of advertisement, 2% respondents told that it is

because of promotion schemes and 5% told that it is due to easy availability. This is

because the company is oldest in this field and hence trust is there, also the sales in

influenced due to quality of Dabur

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52%

9%

17%

10%

5%

2%

Brand Name Quality Purity Advertisement

Promotion Scheme Easy Availability Can't Say


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Chart 5.5 How many retailers complained about crystallized honey?

INTERPRETATION

About 30% of the retailers have complained about the crystallized honey while

remaining were not having any complaint. It is due to the fact that people who

consume honey or who sells it does not themselves know much about the plain honey

and the crystallized honey classification also the taste is almost same .

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30%

70%

Complaints No Such Complaints


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Chart 5.6 How many retailers are satisfied with the margin provided to them?

INTERPRETATION

About 61% of the retailers were unsatisfied while remaining was satisfied with the

margin provided to them because due to the fact that Dabur enjoys a large market

share and retailers doesnt have to promote it to consumers more to push the sale of

honey.

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61%

39%

Unsatisfied with margin Satisfied with margin


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PART-B

FINDING AND ANALYSIS OF RESPONSE FROM (KIDS)

Chart 5.7 Do you consume honey?

INTERPRETATION

About 28% of the kids dont eat honey at all while majority of them (72%) do eat

honey because kids mostly consume honey with milk and adding honey to most of the

eatable add a good taste to it so they prefers it rest may avoid it due to the health

reason or un availability.

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28%

72%

Don't Eat Honey Eat Honey


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Chart 5.8 How do you consume Dabur honey?

INTERPRETATION

About 39% of the kids consume plain honey directly followed by 48% of the kids

who consume it with bread, milk or paranthas and rest 13% of them consume it as

directly or with other eatables like with milk, bread and paranthas as it adds a taste to

these items.

55

39%

48%

13%

Plain With Bread/ Milk/ Paronthas Both


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Chart 5.9 How many times in a day you consume Dabur honey?

INTERPRETATION

About66% of the kids consume honey once a day while 34% of them consume honey

twice or thrice a day. The consumption of honey is mostly once a day because kids

prefer it at the morning / evening time while having there breakfast/ evening snacks

and also the consumption of honey in the morning is more beneficial due to medical

reasons.

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66%

34%

Consume once a day More than once


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Chart 5.10 In which form would you like to consume honey?

INTERPRETATION

About 33% of the kids consume honey as food items (At a specific time ie. in

morning or evening), 34% of them consume it as snacks (ie. at any time of the day),

and 26% of them consume it as both snacks and food items. Remaining 7% consume

it as medicine, this difference arise mostly due to the difference in education, culture

and thinking pattern of parents / kids.

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33%

34%

7%

26%

As food items

As Snacks

As Medicine

As Both ( Food Items & Snacks)


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Chart 5.11 Which free gift/ gifts would you like to have with Dabur honey?

INTERPRETATION

About 53% of the kids prefer chess as free gift while 24% of them prefer sketch pens

and remaining prefer snake & ladders as free gift. Now a days kids are more smart so

they prefer to play smart games which passes there time and also sharpen there

memory along with entertainment.

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53%

24%

23%

Chess Sketch Pen Snake & Ladders


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Chart 5.12 Do you remember the advertisement issued by Dabur to promote Dabur

honey?

INTERPRETATION:

About 90% of the kids have seen and remembered the Dabur advertisement, while 9%

have not seen the advertisement and 1% kids have seen the advertisement of other

brands also. This is because of the brand ambassador the company hire for this job is

always a big name like Amitabh, Dhoni they both are so much popular that any one

can remember .

59

90%

1%

SeenandremembertheDaburadvertisement Not Seentheadvertisement Otheradvertisement

90%

9%

1%

Seen and rem ember the Dabur advertisementNot Seen the advertisemen t

Other advert isement


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PART-C

FINDING AND ANALYSIS OF RESPONSE FROM (MOTHERS)

Chart 5.13 What is the percentage of mothers who consume Dabur honey?

INTERPRETATION

About 14% of the respondents mother dont consume honey at all followed by

majority of the respondents mother (86%) consumes who consume it daily. Reasons

behind non consumption of honey highlights that most of them do not like it or they

think it does not affect their health much.

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14%

86%

Don't Consume Honey Consume Honey


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Chart 5.14 What is the consumption ratio of Dabur honey between mothers and kids?

INTERPRETATION

About 65% of the respondents told that kids consume honey the most, while 35% of

the respondents told that adults consume honey the most because kids generally like

sweet and the elder people to make child eat they apply honey on food items, it is

recommended too by the doctors.

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65%

35%

Kids Adults


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Chart 5.15 What is the level of satisfaction of the respondents who consume Dabur

honey regularly?

INTERPRETATION

About 17% of the respondents are satisfied with Dabur honey, the level of satisfaction

for 39% of the respondents was good and for 44% of the respondents was very good.

This shows those maximum respondents are satisfied with Dabur honey becausese of

the consistent quality service and taste.

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44%

39%

17%

Very Good Good Satisfied


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Chart 5.16 According to you what is the main reason of purchasing Dabur honey

over other brands?

INTERPRETATION

About 34% of the respondents purchase Dabur honey because of quality, another 27%

respondents purchase it because of purity, 26% respondents go for it due to easy

availability, 23% prefer it due to brand name. Consumers generally prefer to buy

Dabur honey because of its quality & purity.

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30%

25%

24%

21%

Quality Purity Easy Availability Brand Name


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Chart 5.17 Do you consume Dabur honey if not then which brand you prefer to

consume?

INTERPRETATION

About 90% of the respondents consume Dabur honey, while they remaining

respondents (10%) consumes honey of other brands. The consumption of Dabur

honey is more because Dabur offers quality and taste also it is the market leader with

75% of the market share.

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90%

10%

Consume Dabur Honey Don't Consume Dabur Honey


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Chart 5.18 Which package size you generallyprefer buy?

INTERPRETATION

About 40% of the respondents generally consume 500 gms pack, 38% respondents

consume 200 gms., and rest 5% respondents consume 1 Kg pack followed by 17%

respondents who consume 50 gms./100 gms pack. The pack which is mostly preferred

by the mothers is the 500 gms because it is easy to store and convenience to handle

also the price range is within budget.

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40%

38%

5%

17%

500gms. 200gms. 1 Kg. 50gms. and 100 gms.


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Chapter 6

CONCLUSION

&

SUGGESTION

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CONCLUSIONS

On the basis of the study following conclusions have been arrived at

This survey has revealed that the Ayurvedic industry is a very complex industry with

a manufacturing process, which is sensitive and requires expert supervision as Dabur

Honey enjoy good brand loyalty.

Fluctuating demand of Ayurvedic medicines is a problem with which

companies have to contend. As in the case of Asav-arishtas which enjoy good demand

during season changes and warm months low demand in the other seasons , the

demand is not met well by companies which fail to accurately predict this pattern and

hence end up producing insufficient quantities when the demand is high and end up

with excess inventory as the demand wanes. The companies fail to review their targets

accurately to coincide with the decreasing levels of demand.

Dabur Honey is under constant threat from it competitors and loosing its

market share. Due to an inadequate budget for advertising, the company has beenunable to promote and create a consumer base of its own.

The Dabur Honey brand is a major player in the market. Though due to

inefficient distribution and sales network its true potential is yet to be realized. As

currently they hold the 75 % of the market share but with better supply chain

management they can improve more.

While conducting the study it was analysed that people mainly buy the product

because trust factor and the company is lacking in fulfilling the demand due to there

poor supply chain management so the need to work on it.

During the study it was found that the margin paid to the retailers were less as

compared to the competitors.

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SUGGESTIONS

After the survey and the analysis, a lot of information was gathered this is being

presented in the form of suggestions.

As the honey is targeted to the kids, they are consuming honey in the same ways

as suggested in the advertisement. So, if the consumption of honey has to be

increased the new uses can be suggested. (e.g., it can be used for preparation of

cakes, jelly, squash etc.)

To increase its consumption, it can be written on the bottle of the honey that for

best results, use thrice a day for kids and twice a day for adults (as the case may

be)

It is natural for honey to crystallize but consumers can be made aware about this

fact because it is affecting the sales.

More schemes like Seasonal Schemes can be given to the retailers. More and

more displays like window hiring can be given for the retail outlets as it has been

said that Jitna Dikhega Utna Bikega

Margin can be increased because other competitors are giving more margin due

to which the retailers are least interested in pushing the brand (Mehsons is giving

36% margin).

New packaging like Sachet or plastic packaging can be introduced. Plastic

packaging for 1 kg. Honey was demanded by the consumers.

Sales promotion schemes like Price off or extra Amount can be given.Sales

promotion gifts like ball, Badminton Racket, Pocket chess, small toys, cars etc

can be given for kids , concentration should be given on smart games.

The main competitors are Mehsons, Natural way, Himani which are not as strong

as Dabur.The Brand like Mehsons can be purchased to kick it out from the market.

Foreign brands like Capilano, Lagneese, Fragata are now available in the market

and doing well in posh markets like South Delhi

An awareness programme can be done in the schools like Mothers pride where

gifts and posters can be given to the kids and by distributing small sachets and

gifts to the children on the places like malls and amusement parksthrough the

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ANNEXURE

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BIBLIOGRAPHY

BOOKS

1. Kotler. P: Consumer market and consumer buying behaviour; Marketing

Management 12th Edition; Pearson Education; Page No-120.

2. Karunakaran. K: Product Life Cycle; Marketing Management 1st Edition;

Himalaya Publishing House; page no- 143.

3. Gupta S.L: Consumer Research & Marketing Research; Marketing research1 st

Edition; Execl Books; Page No- 345 & 425.

JOURNALS

1. Melanie Grimes: Honey Provides Antibiotic Benefits and a Low Glycemic

Sweetener, Natural News Journal , January 2011 , Vol-11, Page No-40-59.

2. Narain S. Branded Honey Sold in India is Likely To Be Contaminated With

Harmful Antibiotics, CSE Report, September 2010, Vol - 8, Page No - 335-350.

3. Sanchez et-al; Consumer Perception of Value, Journal of Consumer Satisfaction,

Dissatisfaction and Complaining Behaviour, January 2006, Vol - 19, Page No - 40-58.

.

4. Bolton L., et al; Consumer Perceptions of Price (Un) Fairness, Journal of

Consumer Research, March 2003, Vol - 29, Issue - 4, Page No - 474-491.

5. Sanzo M.J.; "Attitude and Satisfaction in a Traditional Food Product", British

Food Journal, 2003, Vol - 105, Page No.771 790.

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6. Mazis A. B,Consumer Perceptions of Health Claims in Advertisements and on

Food Labels, Journal of Consumer Affairs, Summer 1997, Vol - 31, Issue - 1, Page

No - 10-26.

7. Valarie A. Z., Consumer Perceptions of Price, Quality, and Value: A Mean-End

Model and Synthesis of Evidence, Journal of Marketing, July - 1988, Vol. - 52,

Page No. 2 - 22.

8. Albert J. D. B; Consumer Perceptions of Comparative Price Advertisements,

Journal of Marketing Research, November 1981, Vol - 18, Issue - 4, Page No - 416-

427.

WEB - SOURCES

www.daburindia.com

www. wikipidea .org

NEWSPAPERS

Business Standard

Economic Times

Navbharat times

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SAMPLE QUESTIONNAIRE

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QUESTIONNAIRE (CHILDREN)

1. [i] Name

[ii] Age .

2. Among the following, which items do you consume?

[i] Jam [ii] Chips

[iii] Chocolates [iv] Jelly

[v] Honey [vi] Cheese

[vii] Butter [viii] Cold Drinks

3. If No (in question Three), why do you consume honey?

[i] Health [ii] Taste

[iii] Both (i) & (ii) [iv] Any other

4. How do you consume honey?

[i] Honey plain [ii] With toast/Bread

[iii] With Milk [iv] With Ice-cream

[v] With Biscuits [vi] With Nibu Pani

[vii] With Parathas/Roti

[viii] Any Other (Specify) ..

5. When do you consume honey?

[i] At breakfast

[ii] With snacks

[iii] With friends

[iv] When you want to have something for fun

[v] Whenever you feel like having something sweet

[vi] Along with lunch/ dinner

6. How many times do you take honey in a day?

[i] Once [ii] Twice

[iii] Thrice [iv] Any other

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7. Which free gift/ gifts would you like to have with Dabur honey?

[i] Snakes And Ladders [ii] Sketch Pens

[iii] Chess

8. Have you seen any advertisement of honey on television?

[i] Yes [ii] No

9. If yes (in question six), which advertisements?

....

10. Which T.V. Channels?

[i] Sony [ii] Star Plus

[iii] Zee Network [iv] Cartoon Network

[v] Doordarshan [vi] Any other

11. Have you decided to purchase Dabur honey after watching the

advertisement?

[i] Yes [ii] No

12. Who encourage you to take Dabur honey?

[i] T.V. [ii] Friends

[iii] Family [iv] Any other

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QUESTIONNAIRE (MOTHERS)

1. PERSONAL DETAILS

Name: ____________________________________________

Address/Tel: _______________________________________

Age: _____________________________________________

Occupation:________________________________________

Income:-

(i) Below - Rs. 5,000

(ii ) Rs. 5,000 - Rs. 10,000

(iii ) Rs. 10,000 - Rs. 15,000

(vi ) Rs. 15.000 & above

2. From the following which items do you consume?

(i) Jam (ii) Ketchups

(iii) Honey (iv) Cheese

(v) Butter (vi) Chips

(vii) Cold drinks (viii) Any other (specify)

3. Who consumes honey the most?(i) Children (ii) Yourself

(iii) Husband (iv) Family

(v) Any other (specify) .

4. How do kids consume honey?

(i) Honey plain (ii) With toast/Bread

(i) With Milk (iv) With Ice-cream

(v) With Biscuits (vi) With Nibu Pani

(vii) With Parathas/Roti (viii) Any Other (Specify)

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5. How do adults consume honey?

(i) Honey plain (ii) With toast/Bread

(iii ) With Milk (iv) With Ice-cream

(v) With Biscuits (vi) With Nibu Pani

(vii) With Parathas/Roti (viii) Any Other

6. When do you take honey?

(i) At breakfast

(ii) Any times of the day as a snacks

(iii) As when need arise

(iv) Any other (specify)

7. Why do kids consume honey?

(i) Taste (ii) Health

(iii) Both (i) & (ii) (iv) Any other (specify)

8. Why do adults consume honey?

(i) Taste (ii) Health

(iii) Both (iv) Any other (specify)

9. When do you usually decide your purchase of honey?

(i) As on when need arises

(ii) With monthly grocery list

(iii) Any other ( specify)

10. In which season do you purchase honey mostly?

(i) Winter (ii) Summer

(iii) Rainy season (iv) Whole year

11. Do you buy ?

(i) Branded (ii) Unbranded

(iii) Local Brand (iv) Any other Specify)...

12. Which brand comes to your Mind first when you heard of the word "Honey"?

(i) Dabur (ii) Zandu

(iii) Himani (iv) Any other Specify)...

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13. Which brand do you consume?

(i) Dabur (ii) Zandu

(iii) Himani (iv) Any other (Specify)

14. If answer is (a) in Q. fifteen what do you like the most?

(i) Purity (ii) Quality

(iii) Price (iv) Easy availability

(v) Packsize (vi) Packaging

(vii ) Brand name (viii) Free gifts

(ix) Any other (Specify)

15. Which packsize do you normally purchase?

(i) 50 gms. (ii) 100 gms.

(iii) 200 gms. (iv) 500 gms.

(v ) Any other (specify)

16. From where do you buy Dabur honey generally?

(i) Medical store (ii) General store

(iii) Departmental store (iv) Any other (Specify)

17. Who influence the buying decision?

(i) Children (ii) Friends

(iii) Family (iv) Any other (specify)

18. What is your monthly consumption of Dabur honey?

....

19. Your level of satisfaction:-(i) Very good (ii) Good

(iii ) Satisfy (iv) Any other (Specify)

20. Your Suggestions:

..

..

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QUESTIONNAIRE (RETAILERS)

1. Do you keep honey?

[i] Yes [ii] No

2. Which brands do you have?

[i] Dabur [ii] Himani

[iii] Zandu [iv] Any other (specify)

3. Which brand do you sale mostly?


[iii] Zandu [iv] Any other [specify]

4. Do customers ask for simply honey or branded honey?

[i] Yes [ii] No

5. Which brands do customer generally ask for?


[iii] Zandu [iv] Any other [specify]

6. (If answer is one in question five) which pack sizes of Dabur honey do you have?

[i] 50 gms. [ii] 100 gms.

[iii] 200 gms. [iv] 500 gms.

[v] Any other (specify) .

7. Which packsizes do you sale mostly?

[i] 50 gms. [ii] 100 gms.

[iii] 200 gms. [iv] 500 gms.

[v] Any other (specify)

8. Do you think that do children demand Dabur honey mostly?

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9. What factors influence customers to buy Dabur Honey?

[i] Purity [ii] Quality

[iii] Price [iv] Easy availability

[v] Advertisement [vi] Packaging

[vii] Brand name [viii] Free gifts

10. Do you think that the gifts/ schemes provided with the brand are attractive?

[i] Yes [ii] No

[iii] Can Not Say

11. Do customers purchase honey after seeing various brands?

[i] Yes [ii] No

12. What do you think that more consumption of Dabur Honey depends upon season also? If

Yes?

[i] Winter [ii] Summer

[iii] Rainy Season [iv] Any other (specify)

13. What is your monthly sale of honey?

[i] In gms. [ii] In kgs.

14. Are you satisfied with your margin provided by Dabur?

[i] Yes [ii] No

15. How is your relation with distributors?

[i] Very Good [ii] Good

[iii] Satisfy [iv] Any other (specify) ..

16. Yours Suggestions: -

55711225 analysis of consumer perception on dabur honey

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