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STUDENT DECLARATION
I, VIKASH SINGH, student of MBA (2011-13) at MIT,
Modinagar hereby declare that the Project work entitled
CONSUMER AWARENESS OF PRIYA GOLD is compiled
and submitted under the guidance ofMr. Amit Panday . This is
my original work.
Whatever information furnished in this project report is true
to the best of my knowledge.
VIKASH SINGH
MBA- IVth Sem
Roll No. - 1138070028
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ACKNOWLEDGEMENT
I, Vikash Singh, the student of MBA, was required to undergo a
marketing research program.
I would like to thanks all other people, who directly or
indirectly, were the part of my marketing research program.
I hereby extend me sincere thanks to the Mr. Pardeep dubey
(Faculty of Management) and all my friends whose
marketing tactics helped me in successfully completion of this
project report.
With regards
VIKASH SINGH
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PREFACE
As an integral part of my academic studies as a student of MBA:
I have done my Research project report in a progressive and
esteemed organization Surya Foods & Agro Limited.
I am interested with a project on Consumer behavior as I am
seeking of marketing. My topic is based on the Brand Positioning
of priya gold in India & which service is most projects by the
consumer in Meerut city among the different category of people
for this I conducted a survey in Meerut City with the help of
questionnaires developed by me.
I am giving the following report, I have tried to find out the
behavior of the consumer its means to say that which service is
mostly prefer by the consumer in Meerut region. I have also tried
to find out the strength & weakness of Priya gold. I have tried my
best collect and useful information analyzes and interprets the date
and finally present unbiased impeccable and useful
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recommendation in the following report.
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TABLE OF CONTENTS
Chapter 1
1. Introduction 9
Chapter 2
2. Industry profile 12
3. Company Profile 15
4. Distribution Network 25
5. Product profile 33
6. Distribution system 43Chapter 3
7. Objective of the study 47
8. Research methodology 49
9. Data collection 57
Chapter 4
10. Data analysis 62
Chapter 5
11. Limitations 82
12. Findings 85
13. Inferences 88
14. Conclusions 91
Chapter 6
15. Questionnaire 9616. Bibliography 101
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INTRODUCTION
AMONG fast moving consumer goods (FMCG) companies that
are more inclined to freezing their ad budgets, the biscuits
category has emerged as a tough cookie with higher advertising
sbiscuitsds and improved visibility across media.
According to AdEx India, a division of TAM Media Research,
which has been tracking food sector promotions, advertising in the
biscuits category on television has grown by 39 per cent in 2003
as compared with 2002. Britannia Industries and Parle Products
top the list of advertisers with nearly 35 per cent and 33 per cent of
the advertising respectively, while Surya Food & Agro Pvt Ltd
with its Priya Gold brand retains the third position. ITC Ltd stands
fourth.
"Biscuits as a category have grown by around 8-10 per cent since
last year, with enhanced competition across the category. Brands
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such as Priya Gold have come out of their local fold, and are
competing nationally. ITC's Sunfeast has also widened the
category further," said Mr Pravin Kulkarni, Marketing Manager,
Parle Products Pvt Ltd.
Apart from increasing competition, a shift in consumer attitude
has spurred the growth in this category. Biscuits are now
considered more as a meal substitute instead of a plain snack, Mr
Kulkarni said. Moreover, consumers have also begun to shed the
`remorse factor' about consuming sweet cookies with high calorie
content," he added.
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INDUSTRY PROFILE
Britenia is well-know name to the Indian consumer but as Priya
Gold is a comparatively new launched and though it has
connections with Candia which though again a big shot in dairy
products is less know to a average India consumer. The retailer are
being educated about product Priya Gold by informing them about
it being a sister concern later on telling them about the
International connection of the Priya gold with Candia which the
market leader in diary product in France and Europe. The
company first looking to consolidate its distribution network
before spending on improving brand awareness the result few
advertisement on air. This policy of the company can be counter
productive in the new biscuits arena where the market is tough and
competitors are big. My efforts were concentrated more and more
on educating the customer and retailer about the product and
compensating for the less promotion that the company was forced
into.
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The company is into the market where there are big competitors in
the market and the already have a solid brand name. So to lap up
the market the company is trying hard to flex its muscle and show
that they are the best and have the unique tastes that can drive
both sale and volumes. My project aims at providing information
about the current biscuits market, which is growing at 16% per
year.
The project will give information to the organization about the
dealers choice and preference for the selling over others products
or brand and the cause behind it and customers likings and
disliking regarding our product comparing to other product.
In short this product can make the product more popular and
customer and retailer aware, which may help the organization
to take step to promote its product as well as to drive up the
volumes and sales simultaneously.
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COMPANY PROFILE
The wondrous magical journey of our company Surya Food &
Agro Ltd. began in Oct. 1993 & since then we have been one of
the leading manufacturers of biscuits in northern India. Our brand
PRIYAGOLD has been a perennial household favorite since
then. On a profound level spread in to western as well as southern
India, the inevitable cycle of distribution network has helped us to
spread into western India as well. Our obsession is to make the
finest quality biscuits available to the consumers & our constant
endeavor is to provide our consumers, a palate to look forward to a
taste & flavor that is uniquely PRIYAGOLD.
We are operating in the new age, ruled by the dizzying pace of
technology, poised to pace up with emerging trends thus
improving quality standards every time. Our fully automated
ovens bake the biscuits round the clock and then they find their
way to the automatic packing units at the companys plant in
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Surajpur, Greater Noida (U.P.), catering the ever growing demand
of PRIYAGOLD biscuits. This is reflected through our brands
positioning which says Haq Se Maango, a positioning that was
formulated keeping in mind that everyone has the right to good
taste and the right to ask for it. We feel that the means to finding
the future lies in believing in ourselves. Our over the period
created trust and confidence, can never be destroyed, just like the
eternal force of nature. We adhere to ensure that PRIYAGOLD
continue moving forward towards achieve best quality for total
consumers satisfaction.
Towards ensuring your good health, our humble efforts. Cherish it,
with us.
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QUALITY:
Priya gold is committed to produce quality Writing Instruments to
the total satisfaction of its customers. It is the policy of Priya gold
to develop and supply innovative products meeting the customers
requirements from time to time. The company realizes that this
shall be achieved only through continuous upgradation of
technology, team work, motivation of employees and participative
management. Apart from ISO-9001 standard, our products also
conform to DIN quality for our products and for the entire marker
range.
While Britannia introduced more variants in its Good Day brand,
Parle included a few more variants under its Hide & Seek
franchise with flavours such as butter, badam pista and cashew.
Surya Food & Agro Pvt Ltd also plans to introduce three more
variants of Priya Gold biscuits this year and has lined up major
expansion plans.
Mr B. P. Agarwal, Chairman, Priya Gold, told Business Line:
"With the biscuits category growing, it is natural that ad
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sbiscuitsds will increase and stimulate demand. We will enter the
southern markets of Hyderabad and Banglore by the month-end
and will further fuel the competition." Priya Gold is sbiscuitsding
Rs 8 crore on advertising this year.
Unlike a time when biscuits were considered aspirational in the
largest of the SEC categories, brands such as Priya Gold have been
able to grow by capitalising on increase in width (more consumers
consuming biscuits) and depth of consumption (same consumers
consuming more) along with increased frequency of consumption,
Mr Jagdeep Kapoor, Managing Director, Samsika Marketing
Consultants Pvt Ltd, said.
The study also says that dramas, soaps, feature films and comedies
are emerging as primary genres for advertising biscuits, which
indicates an evident swing in strategy from targeting children to
targeting the family.
While 54 per cent of the television advertising sbiscuitsds in the
biscuits category in 2003 was directed towards genres such as
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soaps, feature films and comedies, 12 per cent was sbiscuitst on
cartoon channels.
Biscuits are considered more of a family product, and targeting
programmes watched by the entire household is the best bet for
biscuit companies rather than just cartoon channels, Mr Kapoor
said.
Chairman of surya Agro & Foods Ltd recieves the International
Quality Crown Award in London, December, 2004.
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SURYA Food & Agro Ltd, maker of PriyaGold brand of biscuits,
has unveiled a contest titled PriyaGold Khaao Aur Khelo.
According to the Chairman and Managing Director, Mr B.P.
Agarwal, on every purchase of Rs 50 and above worth of
PriyaGold biscuits, the customer will be given a free gift coupon,
enabling him to become eligible for a prize.
The first prize will be a Mercedes Benz car, followed by Maruti
Alto (5 second prizes), Tanishq Jewellery (10 third prizes) and a
Compaq Laptop (10 fourth prizes).
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COMPANY STRATEGY:
Post Launch strategy detail.
I. The company persisted with functional appeal in its ads
throughout 2003.
II. At the height of sales during growth period, the company
extends to the emotional platform PriyaGold Khaao
Aur Khelo. However, the sales continued to drop for the
last two months. But this was more to do with product
quality than promotion failure. The company
systematically oriented the marketing mix elements
especially product quality to arrest the declining.
III. The price of the existing product, which started becoming
popular to the customer, suddenly became high. This also
affected a lot the market.
POSITIONING STRATEGY
It hasnt stick to its original tagline of Haq Se Mango
throughout the life cycle, while at the same time incrementally
other brands remains with their tang line.
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Phase I the original tagline was supplemented with Haq Se
Mango. It showed how Priya gold could make a family including
a husband, wife and kids mother-in-law and the family friend a
romantic dream sequence, highlighting the taste factor..
Phase II- The new media blitz was a feature of specific campaign
on the promotion of the newly launched product. But the price of
family pack is too much higher than the popular brands available
in the market.
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MARKETING STRATEGY
Phase I- Competing on price differential, at Rs. 5 to Rs. 125 for a
family. It was only segment to make the customer happy by paying
so little amount for a biscuits.
Phase II- Now the company has started giving promotional
scheme to dealer as well as to the customer. The highly priced
[Rs.30] is now available at a lower price 5.00.
Phase III- But the promotional scheme came at late session of the
main pick season. Now the competitors also started giving more
attractive promotional scheme to the consumer as well as to the
dealer.
Phase IV Discount to dealers is also lower the other brands. So
the dealers are also less interested to associate with the Cream
Bell.
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DISTRIBUTION NETWORK
The distribution network of the Priya gold biscuits is its biggest
strength that helps it to reach the market that it caters to effectively
and efficiently. This is achieved by maintaining trade relations,
providing innovation incentives to retailer. We use carrying &
forwarding Agents (C & FA) who pass on the textile to
distribution Stockiest (DC) who sell to registered wholesalers. The
wholesalers feed retailers. C&FA act as a buffer stock point to
ensure that stock does not take place. This system has proved to be
both cost effective and time saving using C & FA also allows them
to save on taxes.
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FACTORY
REDISTRIBUTION STOCKIEST
CARRYING &FORWARDING AGENTS
MARKET DEALERS. VENDING DISTRIBUTORS
CONSUMERS.
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MARKET
Whether the biscuits is mightier than the sword is a verse that has
been put to the test through centuries of turmoil, upheaval and
civil strife. But would it survive the mechanization of the school?
This has been a question that has haunted the writing instruments
industry for three decades.
Thirty years later the answer: the market lives! In this digital age, it
continues to be the enduring symbol of literacy and refinement. In
India, the multi-billion rupee computer industry has failed to
displace the humble biscuits as the tool for communication. These
simple truisms are continually relevant in a society where nearly a
third of the population has just about started to ink success by
emerging from the darkness of illiteracy. The Indian writing
instruments market is estimated at Rs. 150 billion and is growing
at a healthy clip of 12% annually (Source: bakery Industry
estimates). The leader, among several manufacturers, Priya gold,
has the largest market share and its turnover is expected to exceed
Rs. 15 billion in 2004. Priya gold is the front runner in the most
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important segments of the market, with its full suite of biscuitss
and other writing instruments that serve various applications and
needs.
ACHIEVEMENTS
The biscuits, by virtue of being an I-see-it-a-million-times-a-day,
product probably evokes little or no excitement. But the truth
really is that no segment is more fiercely competitive than the
writing instruments business. With the combined market in excess
of 3,500 million units per annum (Source: Writing Instruments
Industry estimates) the biscuits is in the thick of a serious battle.
Priya golds achievements, in such an environment, are many,
impressive and astounding. By continuously introducing new
products in the Indian marketplace, it has kept its nose ahead of
the competition. It may be a historical fact that if there was a
significant piece of writing in indebiscuitsdent India it was
probably inked with a biscuits manufactured by Priya gold.
PROMOTION
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Priya gold built the brand on the strength of its product range and
quality and by appealing to the fledgling nations desire to be seen
as self-reliant. Priya gold's advertisements of the early years would
matter-of-factly state: For the first time in India. This straight
forward approach worked well. It laid the foundation for Priya
gold's exponential growth in the 1970s and 1980s.
The company also started, albeit unknowingly, the trend of
celebrity endorsements in India. In the 1960s, it featured film stars,
sportsmen and other celebrities for its writing instruments. Most of
these were not paid endorsements since celebrities were not yet
marketable commodities. However, once celebrities saw
themselves as brands and began to charge money, Priya gold,
which was a small company at that time, got off the celebrity
endorsement bandwagon.
By the early 1980s, the Indian market was becoming quite
sophisticated and there were many players in each product
category vying for a share of the consumer's mind. The time had
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now come to launch and build brands, rather than just products.
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ORGANISATION STRUCUTURE
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GENERAL BODYMr. D.K. Jain (President)
BOARD OF DIRECTORS(Mrs. Pooja Jain)
GENERAL MANAGER
MANAGER
PROCUREMENT& INPUT
FACTORY
MANAGER
MANAGER MIS MANAGERPURCHASE
MANAGERFINANCE
MANAGERMARKETING
MANAGERTRANSPORT
MANAGERPERSONNEL
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PRODUCT POFILE
BUTTER BITE PREMIUM:
Priyagolds Butter Bite Premium is yet another buttery experience
with crispy & fresh taste. Its a combination of pure butter and
fresh flour to give you perfect health.
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INGREDIENTS
Wheat Flour, Sugar, Edible Refined Hydrogenated Vegetable Oils
(Palm Oil/ Soya Bean Oil/ Cotton Seed Oil And Sesame Oil),
Sweetened Condensed Milk, Butter, Invert Syrup, Liquid Glucose,
Iodized Salt, Leavening Agents (Ammonium Bi-Carbonate &
Sodium Bi-Carbonate), Processed Cheese, Mono Acid Calcium
Phosphate, Dough Conditioners (Sodium Meta Bi Sulphite),
Contains Added Flavours (Butter).
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GLUCOSE V EXTRA:
Priyagolds Glucose V extra is enriched with vitamins, calcium,
iron and extraglucose to energize you with every bite. Baked to
stay crisp and fresh long. So, have it to believe it.
INGREDIENTS
Wheat Flour, Sugar, Edible Refined Hydrogenated Vegetable Oils
(Palm Oil/ Soya Bean Oil/ Cotton Seed Oil And Sesame Oil),
Invert Syrup, Permitted Emulsifiers (Glycerly Mono Stearate),
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Liquid Glucose, Iodised Salt, Leavening Agents (Ammounium Bi-
Carbonate & Sodium Bi-Carbonate), Sweented Condensed Milk,
Soya Lecithin, Dough Conditioners (Sodium Meta Bi Sulphite),
Contains Added Flavours.
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MARIE LITE
Marie Lite is all goodness of natural fiber and quality wheat to
give you nutrition with 89.9% fat free. So, all you calorie
conscious people delight with Priyagolds Marielite.
INGREDIENTS
Wheat Flour, Sugar, Edible Refined Hydrogenated Vegetable Oils
(Palm oil/Soya bean Oil/Cotton seed oil and Sesame oil), Liquid
Glucose, Invert Syrup, Sweetened Condensed Milk, Leavening
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Agents (Ammonium Bi Carbonate & Sodium Bicarbonate),
Iodized Salt, Permitted Emulsifiers (Sodium Stearoy 1-2-
Lactylate), Dough Conditioners (Sodium Meta Bi Sulphite),
Contains Added Flavors.
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OTHER PRODUCT
Butterbite Premium:
Butterbite Badam Pista:
Butterbite Kesar
Butterbite Cashew
Nice Day
Magic Gold
Classic Cream Chocolate
Classic Cream Orange
Classic Cream Elaichi
Classic Cream Milk
Marie Lite
Kids Cream Butter
Kids Cream Chocolate Vanilla
Kids Cream Strawberry
Snacks
CnC
Glucose V
Coconut Crunch
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ADVERTISEMENT
KIDS CREAM KESAR BITE
CHEEZ BIT BUTTER BITE
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http://www.priyagold.com/videos/kesar.WMVhttp://www.priyagold.com/videos/cheezbit.WMVhttp://www.priyagold.com/videos/butterbite.WMVhttp://www.priyagold.com/videos/kesar.WMVhttp://www.priyagold.com/videos/cheezbit.WMVhttp://www.priyagold.com/videos/butterbite.WMV -
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DISTRIBUTION SYSTEM OF SURYA FOODS & AGRO
LTD.
The success of each and every company depends upon the
effectiveness of their distribution system. Priya gold Writing
Instruments Pvt. has an efficient distribution model.
Manufacturer
Depot
Distributor
Whole seller Retailer
Consumer
LWIPs new distribution system to reach more consumers:
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Priya gold new plans of reinventing distribution so as to redefine
current channels and look at creating new channels. Competition
was the main thrust for this change in its area of distribution.
Which has been reinventing its distribution system, in a bid to
reach out to more consumers, will look at a three way convergence
of product availability, brand experience. They are building key
capabilities entraining the large number of people involved in
these initiatives; through all these initiative they are getting their
brands closer to the consumer.
These initiatives are expected to create employment and vocational
opportunities through its nation wide network of 7,000 stockiest
and 6,000 sub-stockiest, thereby, employing over 60,000 people.
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STATEMENT OF PROBLEM
To find out the awareness among the consumers about the various
type of Priya golds and their brands available in the market and
identify the factors that determine the behavior of selected Priya
gold buyers and analyze the decision making process of the
consumers.
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OBJECTIVE OF THE STUDY
To know the awareness among the consumers about the
various type of Priya golds and their brands available in the
marker.
To identify the factors that determines the behavior of
selected Priya gold buyers.
To analyze the decision making process of the consumers.
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RESEARCH METHODOLOGY
Research methodology is a systematic way, which consists of
series of action steps, necessary to effectively carry out research
and the desired sequencing to these steps. The marketing research
is a process of involves a no. of inter-related activities, which
overlap and do rigidly follow a particular sequence. It consists of
the following steps:-
Formulating the objective of the study
Designing the methods of data collection
Selecting the sample plan
Collecting the data
Processing and analyzing the data
Reporting the findings
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RESEARCH DESIGN
Research design specifies the methods and procedures for
conducting a particular study.
A research design is the arrangement of conditions for collection
and analysis of the data in a manner that aims to combine
relevance to the research purpose with economy in procedure.
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Objective of Study
Research Design
Sample Design
Data Collection
Data Anal sis
Report of findings
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Research design is broadly classified into three types as
Exploratory Research Design
Descriptive Research Design
Causal Research Design
I have chosen the descriptive research design.
DESCRIPTIVE RESEARCH DESIGN:
Descriptive research studies are those studies which are concerned
with described the characteristics of particular individual.
In descriptive as well as in diagnostic studies, the researcher must
be able to define clearly, what he wants to measure and must find
adequate methods for measuring it along with a clear cut
definition of population he want to study. Since the aim is to
obtain complete and accurate information in the said studies, the
procedure to be used must be carefully planned. The research
design must make enough provision for protection against bias
and must maximize reliability, with due concern for the
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economical completion of the research study.
SAMPLE DESIGN
A Sample Design is a definite plan for obtaining a sample from a
given population. It refers to the technique to the procedure
adopted in selecting items for the sampling design are as below:
SAMPLE SIZE
Sample method
Survey period
SAMPLE SIZE: The substantial portions of the target customer
that are sampled to achieve reliable result are 100.
The cost and time limitation completed me to select 100
respondents as sample size
SAMPLING METHOD:
In this marketing research project, I am using
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Random sampling method
SAMPLE DESIGN
As complete enumeration of all the members of the population
(Member and Non-member) I have understate sampling technique.
SAMPLE SIZE
100 Customers
SAMPLE TYPE
AREA SAMPLING
Meerut
SAMPLE SELECTION
Simple random selection sampling
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SAMPLE TECHNIQUE
I have taken the Statistical tool of percentage method to analysis
and interpretation of the collected data.
RANDOM SAMPLING:
A random sample gives every unit of the population a known and
non-zero probability of being selected. Since random sampling
implies equal probability to every unit in the population, it is
necessary that the selection of the sample must be free from
human judgment.
There is some confusion between the two terms random
sampling and unrestricted random sampling. In the latter case,
each unit in the population has an equal chance of being selected
in the sample. Such a sample is drawn with replacement, which
means that the unit selected at each draw is replaced into the
population before another draw is made from it, As such, a unit
can be included more than once in the sample. Most statically
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theory relates to unrestricted random sampling. In order to
distinguish between these two sample. I.e. sample, without
replacement and sample with replacement, the terms sample
random sample and unrestricted random sample are used. If the
latter is devised in such a manner that no unit can be included
more than once, it will then be known as the simple random
sampling.
It may be noted that while both sample random sampling and
unrestricted random sampling give an equal probability to each
unit of the population for being included in the sample, there are
other sample design too which provide equal probability to the
units. The process of randomness is the very core of simple and
unrestricted random sampling. The selection of a sample must be
free from bias, which can be ensured only when the process of
selection is free from human judgment.
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COLLECTION OF DATA
DATA COLLECTION
The study was conducted by the means of personal interview
with respondents and the information given by them were directly
recorded on questionnaire.
For the purpose of analyzing the data it is necessary to collect the
vital information. There are two types of data, this are-
Primary Data
Secondary data
PRIMARY DATA:-
Primary data can be collected through questionnaire. The
questionnaire can be classified into four main types-
Structured non disguised questionnaire
Structured disguised questionnaire.
Non structured non disguised questionnaire
Non structured disguised questionnaire.
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For my market study, I have sleeted structured non-disguised
questionnaire because my questionnaire is well structured, listing
of questions are in a prearranged order and where the object of
enquiry is revealed to the respondents.
To making a well-structured questionnaire, we have adopted three
type of questions-
Obiscuits ended question
Dichotomous questions
Multiple choice questions
These types of questions are easy to understand and easy to give
required answers.
SECONDARY DATA:-
Secondary data means data that are already available i.e. they refer
the data which have already been collected and analyzed by
someone else. When the researcher utilizes secondary data, than he
has to look into various sources from where h e can obtain them,
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in this case he is certainly not confronted with the problems that
are usually associated with the collection of original data.
Secondary data may either be published data or unpublished data.
Usually published data are available in:
Various publications of the central, state and local
government;
Various publications of foreign government or of
international bodies and their subsidiary organizational;
Technical and trade journals;
Books, magazines and newspapers;
Reports and publications of various associations connected
with business san industry, stock exchanges etc.;
Reports prepared by research scholars, universities,
economists etc;
Public records and statistics, historical document and other
source of published information.
The source of unpublished data are many; they may be found in
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diaries, letters, unpublished biographies and autobiographies and
also may be available with scholars and research workers, trade
associations, labor because and other public private individuals
and organization.
COLLECTION TECHNIQUE:
Questionnaire method is used in collection the data.
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DATA ANALYSIS
DATA PROCESSING AND ANALYSIS
Processing & Analysis the collected data: - once the field survey
is over and questionnaire have been received, the next task is to
aggregate the data in a meaningful manner. A number of tables are
prepare to bring out the main characteristics of the data. The
researcher should have a well thought out framework for
processing and analyzing data, and this should be done prior to the
collection. it includes the following activities
(i) Editing: the first task in data processing is the editing. Editing
is the process of examining errors and omissions in the collected
data and making necessary corrections in the same.
(ii) Coding: coding is the procedure of classifying the answer to a
question into meaningful categories. Coding is necessary to carry
out the subsequent operations of tabulating and analyzing data. If
coding is not done, it will not be possible to reduce a large number
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of heterogeneous responses into meaningful categories with the
result that the analysis of data would be weak and ineffective, and
without proper focus.
(iii)Tabulation: tabulation comprises sorting of the data into
different categories and counting the number of cases that belong
to each category. The simplest way to tabulate is to count the
number of responses to one question. This is also called universal
tabulation. The analysis based on just one variable is obviously
meager. Where two or more variables are involved in tabulation, it
is called bivariate ormultivariate tabulation.
(iv) Analysis: after the all three above steps, the most
important step is analysis of the data. Under this step, they can
use the various tools of the analysis such as Central Tendency,
Dispersion, Correlation co-efficient, Regression Analysis, Test of
Hypothesis etc.
Table 1. Sample Size-100
SL No. Respondent Yes No
Serviceman 27 19 6
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Businessman 22 17 5
Student 46 38 2
Housewife 5 9 10
Total 100 83 23
65
0
20
40
60
80
100
Percentage
of
awareness
yes no
Respondent
1.Awareness about Priya gold biscuits
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Interpretation:
From the above table and graph it shows the awareness about Priya
gold Biscuits is 83%
Types of
Biscuits
No. of
respondent
percentage
Marie lite 39 39
Glucose 3 3Premium
Butter
58 58
Total 100 100
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Table 2. Sample Size-100
Interpretation:
The above table and graph shows that the Marie Lite are mostly
use by the customers and after Glucose biscuits Premium Butter
Biscuits use by the customers and very few customers of Ink
Biscuits.
Table 3. Sample Size-100
67
0
20
40
60
Percentag
e of Users
Gel Pen Ink Pen Ball Pen
Products
2.No. of different types of biscuits
user
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Factor No. of Respondent PercentageEasy Available 10 10
Quality 19 19Friends 20 20
Advertisement 17 17Price 34 34
Total 100 100
Interpretation:
This Graph and Table shows that 40% users are influence by Easy
68
3.Influence factor
Advertisem
ent
17%
Price
34%Friends
20%
Quality
19%
Easy
available
10%Advertisement
Price
Friends
Quality
Easy available
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Availability and 34% users are influence by Price and 20% are
influence by Friends suggestion and 19% by Quality and 17% are
Advertisement.
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Table 4. Sample Size-100
Company No. of Respondent PercentagePriya gold 36 36Britannia 31 31
Parle 28 28Asian 5 5
Total 100 100
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Interpretation:
According to my survey Priya gold are 36% use by the consumers
and Parle is 31%, Britannia is 28% and Asian is 5%.
71
4.Percentage of different comany,susres
Priya gold
36%
Britannia28%
Parle
31%
Asian
5%Priya gold
Britannia
Parle
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Table 5. Sample Size-100
View No. of
Respondent
Percentage
Higher-Higher
Society
12 12
Higher-Middle
Society
28 28
Middle-Middle
Society
40 40
Middle-Lower
Society
20 20
Total 100 100
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Interpretation:
According to my survey Priya gold are mostly used by Middle-
middle Society percentage of 40% and Then Higher-middle
society is 28 % and
Middle-lower society is 20% and Higher-higher society is 12%
73
Ranking
0
5
10
15
20
25
30
35
40
45
Higher-Higher
Society
Higher-Middle
Society
Middle-Middle
Society
Middle-Lower
Society
Rank
Percentage
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Table 6. Sample Size-100
Factor No. of Respondent PercentageLow Price 34 34Better taste 24 24
Good quality 19 19Attractive Packing 17 17
Others 6 6
Total 100 100
74
Advantage of other co. over the Luxor
Pen
05
10152025303540
Low
Pric
e
Bette
rtaste
Goo
dquality
Attracti
vepackin
g
Oth
ers
Percentage
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Interpretation:
The above data shows that maximum customer look to another co.
Low price and Better taste.
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Table 7. Sample Size-100
Price Range No. of Respondent PercentageRs 3-10 34 34Rs 10-25 34 34
Rs 25-50 19 19Rs 50-100 16 16
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Interpretation:
The above data shows that Rs 3-10 and Rs 10-25 are most popular
in the consumers.
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Table 8. Sample Size-100
Satisfaction Level No. of Respondent PercentageHighly Satisfied 15 15Some what 22 22
Dissatisfied 45 45Cant Say 11 11
Total 100 100
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Perfomance of Luxor Pen
05
10
15
20
25
30
35
40
45
50
Highly
Satisfied
Some What Dissatisfied Can't say
Satisfaction Level
Percentage
Series1
Interpretation:
The above data shows that maximum of the consumers are highly
satisfied of the performance of the Priya gold.
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Table -9. Sample Size-100
Factor No. of Respondent PercentageAgree 47 47Strongly Agree 33 33
Disagree 11 11Strongly Disagree 6 6
Neither Agree
Nor Disagree
3 3
Total 100 100
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Interpretation:
Maximum of consumers are agree and strongly agree about the
Superiority Level of Priya gold.
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LIMINATIONS
Preparation of a project report and concluding a research is a
whole process which is carried out in a number of steps. Therefore
through out the whole process of research there are a number of
difficulties encountered by researcher, at every step. In the present
study we may assume following limitation.
a. Data dont represent entire population behavior
b. It is very difficult to measure perception by means of
mathematical calculation
c. This research was done in Modinagar & Muradnagar city
only hence this Conclusion. In valid only for Modinagar
& Muradnagar.
d. It was assumed that respondent have the knowledge of the
choice that were given in the questionnaire and
respondent were compelled to choose only from given
alternatives.
d. The respondent view point on the study/questionnaire
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purely judgment and may be induced by other reasons
also.
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FINDINGS
The awareness about Priya gold is high as about 83%.
Glucose biscuits users are more than Marie lite Biscuits and
Butter bite Biscuits
According to respondent view the Priya gold are mostly used
by middle class family.
Mostly respondent graded product quality is very good.
Glucose brand of Priya gold are most popular.
Under the Three rupees to ten rupees price range of product
are most used by the customers.
Maximum of consumers are agree and strongly agree about
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the Superiority Level of Priya gold.
Priya gold are easily available on all retailer and nearest
shop. Means the distribution system of Priya gold are very
good.
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INFERENCE
As note of the systems I perfect in itself, there are always weak
points that bounds to crap in, thus instead of ignoring them, we
should try to avoid them in totality in order to achieve the
objectives of the organization.
Following are the points. I think, that company should further
consider.
1. As it is facing treats of competition from Marie lite,
Glucose and Butter premier it should regularly revise its
schemes in the interest of the customers. It will retain the
existing customers at the same time it will help in
prospect generation.
2. The response time of the company is bit late, so it should
be improved.
3. Retailers/Sellers should be given proper training so that
they become competent enough and become aware of
every feature present in the product. This will help them to
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clarify the queries and doubts that intrude and halt in the
minds of customers. This will help in increasing the sales
and at the same time will uphold the product in the
market.
4. Single visit solution should give to the customers as over
and again visiting may cause irritation and rawness which
might have bad effect on the companys good will.
5. The network system should be made much more efficient
more towers could be placed it they are required.
6. Advertising not only boost up the sales but also create a
positive impression of the product. So proper advertising
must be done through various medium such as
newspapers, television, Direct Mail, Radio and
magazines.
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CONCLUSION
Considering the findings of the survey conducted among the
consumers it has been observed that the awareness level of the
product is good and is increasing. People are aware about the Priya
gold. But the major fact that come to light is that some people are
unaware of the fact that Priya gold. But people who know it have
full faith in the product.
If we consider the market potential of the product in the market we
find that although the product is a many years old it has
strengthened its market potential rapidly
In nutshell we can say that the product is doing well in the market.
Although much advertising campaign has not been done for the
product but still it has gained popularity due to its natural feature.
A strong sales promotion programme can play a major role to
boost the sales of the product.
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ORDER FORM
Name :
Company :
Designation
Phone No
Address :
Email :
Country :
Comments :
Butterbite Premium: 100 x 60 (6 Kg) Packs
250 x 24 (6 Kg) Packs
Butterbite Badam Pista: 100 x 60 (6 Kg) Packs
250 x 24 (6 Kg) PacksButterbite Kesar:
250 x 24 (6 Kg) Packs
Butterbite Cashew: 100 x 60 (6 Kg) Packs
250 x 24 (6 Kg) Packs
Nice Day: 75 x 800 (6 Kg) Packs
200 X 30 (6 Kg) Packs
Magic Gold: 100 x 60 (6 Kg) Packs
250 x 24 (6 Kg) Packs
Classic Cream Chocolate: 75 x 80 (6 Kg) Packs
150 x 40 (6 Kg) Packs
Classic Cream Orange: 75 x 80 (6 Kg) Packs
150 x 40 (6 Kg) Packs
Classic Cream Elaichi: 75 x 80 (6 Kg) Packs
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150 x 40 (6 Kg) Packs
Classic Cream Milk: 75 x 80 (6 Kg) Packs
150 x 40 (6 Kg) Packs
Marie Lite: 20x20x16 (6 Kg) Packs
100 x 60 (6 Kg) Packs
200 x 30 (6 Kg) Packs
250 x 24 (6 Kg) Packs
400 x 20 (6 Kg) Packs
Kids Cream Butter: 75 x 80 (6 Kg) Packs
150 x 40 (6 Kg) Packs
Kids Cream Chocolate Vanilla: 75 x 80 (6 Kg) Packs
150 x 40 (6 Kg) Packs
Kids Cream Strawberry: 75 x 80 (6 Kg) Packs
150 x 40 (6 Kg) Packs
Snacks: 4x20x15 (6 Kg) Packs
75 x 60 (6 Kg) Packs
150 x 40 (6 Kg) Packs
CnC: 20x20x20 (8 Kg) Packs
50x10x20 (8 Kg) Packs
75 x 120 (9 Kg) Packs
200 x 30 (6 Kg) Packs
Glucose V: 20x20x20 (8 Kg) Packs
50x10x20 (8 Kg) Packs
75 x 120 (9 Kg) Packs
100 x 80 (8 Kg) Packs
200 x 30 (6 Kg) Packs
Coconut Crunch: 20x20x15 (6 Kg) Packs
75 x 80 (6 Kg) Packs
200 x 30 (6 Kg) Packs
400 x 15 (6 Kg) Packs
400 x 15 (6 Kg) Packs
Submit
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QUESTIONNAIRE
Name :
Age :
Occupation :
Profession Businessman
Student Others
Address :Phone No. :
1. Are you aware about Priya gold?
Yes NO
2. Which type of Biscuits do you prefer?
Gel Biscuits Ball Biscuits
Ink Biscuits
3. What are the factors that influence you to purchase a
biscuits?
Advertisement Friends
Price Quality
Easy available
4. Which Companys biscuits do you use ?
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Priya gold Britannia
Parle Asian
5. Where do you rank it?
Higher-higher Society Higher middle society
Middle-Middle Society Middle-Lower Society
6. If you used Priya gold then which brand do you mostly
use?
Butter bite Butter premium
Glucose Marie Lite
Other
7. What are the advantages of the biscuitss of other company
over the Priya gold?
Low price Better Taste
Good quality Attractive packing
Others
8. Which price range you would like to prefer?
RS 3-10 RS 10-25
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RS 25-50 RS 50-100
9. How many brands of Priya gold do you know?
One two
Three four
All
11. Why people choose Priya gold more?
12. Do you satisfied with the performance of Priya gold?
Highly satisfied somewhat
Cant say Dissatisfied
13. Priya gold are generally better than other ones.
Agree Disagree
Strongly agree strongly disagree
Neither agree nor disagree
14 Are the Priya golds Easley Available in the market?
Yes NO
15 Any suggestions comments (Please specify)
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REFERENCE BOOK:
Marketing Research (Author- G C Beri)
(Publish by Tata McGraw Hill Publishing Co. LTD., New
Delhi)
Third Edition (2002)
Marketing Management (Author- Rajan Sexana)
(Publish by Tata McGraw Hill Publishing Co. LTD, New
Delhi)
Second Edition (2001)
Marketing Management (Author- R S Sexana)
(Publish by Himalaya Publication, New Delhi)
Ninth Edition (2000)
Marketing Management (Author- Philip Kotler)
(Publish by Pren Tice-hall of India PVT. LTD., New
Delhi)
Ninth Edition (2002)
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Research Methodology (Author- Bhandrai)
Print 2004, second edition
WEB SITE:
www.Priya golds.com
www.google.com
www.rediff.com
http://www.google.com/http://www.rediff.com/http://www.google.com/http://www.rediff.com/