Professional Documents
Culture Documents
PROJECT REPORT
ON
SUBMITTED TO
BY
DEEPAK RAWAT
PGDM
2009-11
1
DECLARATION
DATE:-
PLACE:-
2
ACKNOWLEDGEMENT
I would like to express my heartiest gratitude to Mr. Jose Chacko (Marketing executive
in Weikfield Foods Pvt. Ltd, Pune) for giving an opportunity to associate to the Company
(Weikfield Pvt. Ltd. Pune) and to carry out my project titled “CONSUMER SURVEY ON
BRAND PREFERNCE AND CONSUMPTION PATTERN OF CORN FLOUR”.
I am also thankful to our Miss Arti Mishra who had supported me a lot while doing my
project work.
DEEPAK RAWAT
PGDM (AICTE)
MARKETING
CERTIFICATE
3
This is to certify that the project titled “CONSUMER SURVEY ON BRAND PREFERNCE AND
CONSUMPTION PATTERN OF CORN FLOUR”Is a bonafide work carried out by DEEPAK
RAWAT A student of Post-Graduate Diploma in Management course at Sinhgad Business School,
Pune for fulfillment of PGDM course of Pune.
He has worked under our guidance and direction. His work is found satisfactory and complete
in all respects.
DATE:-
PLACE:-
4
Contents
Page No.
1. Introduction…………………………………………………
Definition of Project 8
About the Study 9
Objectives of the Study 12
Scope of the study 13
Limitations of the study 14
2. About Company…………………………………………….
History 16
Back Ground 17
Mission 18
Values 22
Location 23
3. Product Profile…………………………………………………
a) Desserts and Ingredients 22
b) Fresh Vegetables and Fruits 23
c) Processed Vegetable Fruits 24
d) Sauces Pickles and Condiments 25
e) Health Food and Beverage 26
f) Organic Tea 27
g) Corn Flour 28
4. Research Methodologies………………………………………….
Research Definition 38
a. Research Process-flow Chat
Method of Analysis 40
5. Competitors ………………………………………….. 30
6. Data Analysis…………………………………………..
37
7. Conclusion………………………………………………. .53
8. Bibliography……………………………………………. 54
9. ANNEXURE …………………………………………………. 55
5
a. Questionnaires
INTRODUCTION
INDUSTRY PROFILE
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7
MEANING OF PROJECT
The word “Project” has great specification in the field of management before starting
any work we must have an idea about its basic. The meaning of the “PROJECT” is
as follows: -
“P” – The word ‘p’ signify the phenomenon of planning, which deals symbolization and
proper arrangement of sensex and suggestion on respectively in accordance with need.
“R” – It stand for associated with word resource with which guides to promote planning.
“O” – This letter stands overhead expenses on unestimated expenses, which occur in
manufactures designed or layout of project.
“J” – This letter stands for joint efforts i.e. Project work which is undertaking should be
completed with a combined effort.
“E” – This stands for engineering i.e. worker undertaken is to be employing technical
process.
“C” – This stands for the phenomenon of constriction on which is more essentially and basic
form of work.
“T” – This stands for the techniques unless techniques to work is not Known.
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About the Study
This study entails about the consumer’s psychology behind the brand of corn flour preferred
by them for consumption and the pattern of consumption for it .i.e. it means how
consumers are using the product , in what quantity and in what way. It involves the
behavioral element that influences purchasing decision therefore, knowing consumers
becomes vital for any business organization. In the present era of cut and throat
competition a periodical review is required to suit the requirement of changing
consumption pattern and brand loyalty to retain and increase customers.
Brand Preference : The stage of brand loyalty at which a buyer will select a
particular brand but will choose a competitor's brand if the preferred
brand is unavailable.
consumption pattern:
People begin to develop preferences at a very early age. Within any product category, most
consumers have a group of brands that comprise their preference set. These are the four or five
up market brands the consumer will consider when making a purchase. When building
preference, the goal is to first get on the consumer’s preference sets, and then to move up the
set’s hierarchy to become the brand consumers prefer the most – their up market brand. Gaining
and maintaining consumer preference is a battle that is never really won.
Definitions of brand preference are as follows:-
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o
Selective demand for a company's brand rather than a product; the degree to which
consumers prefer one brand over another
o
The percentage of people who claim that a particular brand is their first choice.
In every product category, consumers have more choices, more information and higher
expectations than ever before. To move consumers from trial to preference, brands need to
deliver on their value proposition, as well as dislodge someone else from the consumer's existing
preference set.
Preference is a scale, and brands move up, down and even off that scale with and without a
vigilant brand management strategy. Pricing, promotional deals and product availability all have
tremendous impact on the position of our brand in the consumer’s preference set. If all things are
equal, the best defense is to make us more relevant to consumers than the competition. The
brands potential can only be fulfilled by continually reinforcing its perceived quality, up market
identity and relevance to the consumer. The same branding activities that drive awareness also
drive preference. And, while awareness alone will not sustain preference, it will improve the
brand’s potential for building and maintaining preference.
With a great story and a large enough investment, awareness can be attained rather quickly.
It takes time, however, and constant revaluation to build brand preference. Aristotle professed,
“We are what we repeatedly do. Excellence then is not an act, but a habit.” Attaining and
sustaining preference is an important step on the road to gaining brand loyalty. The ability to
generate more revenue, gain greater market share and beat off the competition is the reward
given by consumer toward particular brand.
Brand preference is the Selective demand for a company's brand rather than a product; the
degree to which consumers prefer one brand over another. In an attempt to build brand
preference advertising, the advertising must persuade a target audience to consider the
advantages of a brand, often by building its reputation as a long-established and trusted name in
the industry. If the advertising is successful, the target customer will choose the particular brand
over other brands in
any category.
Consumer prefer particular brand because they find it easier to interpret what benefits brand
offers feel more confident of it and get more satisfaction from using it and get more satisfaction
from using it. Because of such consumer preference, the brand can charge a higher price,
command more loyalty, and run more efficient marketing programmes (e.g. it can spend more
retailer incentive and it cost less to launch brand extension) .The brand preference therefore
command a higher asset value.
Brand Preference choice criteria
There are six criteria choose brand preference. The first three element categorised as“ Brand
Building” in terms of how brand preference can be built up. And last three elements are known
as “defensive” because it preserved in the face of different opportunity or different brands
available in market.
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Memorable: - How easily particular brand are recalled? How easily recognised? Is this true
at both purchased and consumption.
Transferable : Can the brand element be used to introduce in new product in the same or
Different categories? To what extent does the brand add to brand equity across geographical
Boundaries and market segments?
Adaptable:-How adaptable and updatable is the brand element? E.g. Lifebuoy, the largest
Selling soap brand all over world.
Brand Positioning
"A strong brand position means the brand has a unique, credible, sustainable, and valued
place in the customer's mind. It revolves around a benefit that helps your product or
service stand apart from the competition.” Scott Davis,
Organizations seek to develop and project brand perceptions based on internally driven
needs and goals. In Jack Trout's book "Differentiate or Die,” he presents evidence that
supports his theories on consumer behavior and interpretation. Although these
concepts seem self-evident on the surface, organizations tend to ignore these
immutable laws in their daily brandingactivities.
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Objectives of the Study
To find out the new target customer for Weikfield Food Pvt. Ltd.
12
Scope of the Study
Scope of study:-
Consumer survey has always been important for business organization specially when the products
are consumer durables. It helps the organization to keep update of their target and potential
customer’s changing need, taste and preferences. This project report titled “Brand Preference and
Consumption Pattern of Corn Flour” has potential of further analysis. it has following scope :
1. Project report can help company in understanding its customers more better and hence
can be useful in designing product according to consumer’s need.
2. This study will help customer in the form of availability of better product and for the
company in the form of loyal customers
3. It will help the organization in formulating and implementing strategy and marketing
efforts for its products.
13
Limitations of the Study
Time Constraint: -
The first important limitation is the time factor. As there is a period of rainy season, respondent
could not give that enough time to provide more information. Thereafter only 50 people were
met from different areas of PUNE.
Sometimes respondent have not sufficient time to answer our whole questionnaire.
Limited Respondents: -
The size of the respondents was 50 only. Sometimes respondents are not truly
representative.
Some of the people may have knowledge about the products about the existence of
product while some of them haven’t. It can be used only when respondents are
educated.
Under this project only three areas of Pune City is covered; thereafter the result of project
might not be universal in application.
Bias Information: -
14
If the respondents give incorrect answer, the result will be misleading. Sometimes
respondents gave ambiguous reply. Sometimes people don’t take interest to
answer, our whole questionnaire.
15
History
The domestic network encompasses 20 C&F Agents, 900 distributors and stockists in
every city in the country. Overseas, our growing web of agents, distributors and direct
buyers covers North & South America, Continental Europe & UK, the Middle East,
Australia and Africa. The team at home is a lean and productive family of 400 people, 300
of which are part of the manufacturing process spread over three facilities. We are
focused on technology, innovative new products and growing markets - in other words, a
company that is on a decidedly upward trajectory
BACK GROUND .
Beverages, Tea and teabags, etc. Weikfield is one of the only organic certified
tea packing unit in the country and produces a wide range of flavoured organic
tea under the “Weikfield”, “Lakefield Farm” and “Whitefield Estate” brands in
innovative packaging.
17
The head office of Weikfield Foods Pvt. Ltd, Located in Pune, MAHARASTRA.
Main Products
• Baking Powder
• Custard Powder
• Glucose Powder
• Sugar Free Sweetener
• Organic Tea
• Corn flour
M ISSION S TATEMENT
18
Food with a future: that’s the spirit of
Weikfield.
To produce and market trusted food brands,
conforming to the highest international
standards of quality and convenience, for
discerning customers in the Indian and
global markets, with every Weikfield
employee passionately dedicated to
achieving the goals of the organization.
WEIKFIELDFOODS PVT.LTD.
19
Our Values
Customers Focus
People Development
Social Responsibility
LOCATIONS
CORPORATE OFFICE:
20
LONIKAND-PUNE FACTORY:
WEILKFIELD ESTATE,GAT NO.485,
LONIKHAND NAGAR ROAD,
TALUKA HAVEL, DIST: PUNE-412216 INDIA.
TEL:91-20-66322300
FAX-91-20-66322345
E-MAIL:WEILKFIELD@WEILKFIELD.COM
WEBSITE:WWW.WEILKFIELD.COM
GDP AND IPD PRODUCTS
21
NALAGAR-HIMACHAL PRADESH:
NALAGARH-BHARATGARH ROAD,
VILLAGE BHATAIN, NALAGARH,
HIMACHAL PRADESH-1744101 INDIA.
E-MAIL:WFPLNLAGARH@GMAIL.COM
WEBSITE: WEILKFIELD.COM
GDP PRODUCT
PRODUCT PROFILE
o Desserts & Ingredients
o Fresh Vegetables & Fruits
o Processed Vegetables & Fruits
o Health Foods & Beverages
o Sauces, Pickles & Condiments
o Organic Tea
o Product Barcodes
22
1. Desserts & Ingredients
Custard Powde r
Baking Powder
Cornflour
Vegetarian Jelly
23
Mushroom
Firm, supple and nutritious, mushrooms contain a host of key nutrients like copper,
potassium, folate and niacin. Weikfield mushrooms are grown in a controlled
environment that spans 5 acres. The cultivation is totally unaffected by and immunized
from external weather conditions. These mushrooms are hygienically packed in
innovative punnet packs
24
3. Processed Vegetables & Fruits
Canned mushrooms
Tutti Fruti
25
4.Sauces, Pickles & Condiments
26
5. Health Foods & Beverage
27
Organic Tea
Weikfield Products Company is one of the leading food companies in India. Since 1999 we have
already been working in the organic tea business. Based on our vast experience in this business
sector we developed profund know-how of sourcing, processing and blending teas. Our headquarters
are based in Pune one of the most thriving cities in India where we process the raw material and
export all of your fine blended organic products. We closely cooperate with the best tea gardens in
India and only source from Darjeeling, Nilgiris and Assam.
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C ORNFLOUR
Extracted from maize, Corn flour is a gluten-free thickening agent. Fine and pure, Weikfield
Corn flour dissolves easily to make a smooth, lump-free paste, ideal for soups, sauces, puddings,
gravies and all sorts of Chinese dishes.
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AVAILABILITY OF CORN FLOUR
CORNFLOUR
30
Corn Flour of Brown & Polson's
AND
31
BLUE BIRD
100gm(Rs20)
500gm pack(Rs 75)
500gm pack
32
Rs 65
Product Description
33
RESEARCH DESIGN
AND
METHODOLOGY
34
RESEARCH:-
Research in common parlance refers to a search for knowledge. Once can also define research
as a scientific and systematic search for pertinent information on a specific topic. In fact, research is
an art of scientific investigation. The advanced Learner’s Dictionary of Current English lays down
the meaning of research as “a Careful investigation or inquiry especially through search for new facts
in any branch of knowledge.” Redman and Mory define research as a systematized effort to gain new
knowledge”.
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Formulation of Secondary Selection of
Objective Data sample size
Questionnaire
Preparation
Findings Analysis
Limitation Conclusio
n
Research Design:- Research design is purely & simply the framework or a plan for research
studies that guides the collection & analysis for data. It is considered as skeleton of research in
completing a study.
Sampling Units
It gives the target population that will be sampled. This research is related to the
corporate customer segment. For this research various house wives in home using
different brands were the target respondents. Population is all the industrial areas of
Pune region but as a sample I select the following residential area and corporate
offices of
KARVE NAGAR
VIMAN NAGAR
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Large sample gives reliable results than small sample. But it is not feasible to survey
entire target population. Being aware of the time and cost constraints, this project
maintained sample size of 96 respondents having:-
Professionals - 49
House wife’s - 32
Others -15
3.3 SAMPLE SELECTION
Methods of data analysis
Unit of Analysis: - In my research work the unit of analysis is all those consumers using corn
flour.
Primary Data: - A structured questionnaire is prepared for this survey. Here 250 respondents
were met to collect the primary data.
Secondary Data: - Secondary data were collected from Internet, Company Profile, and
Magazines etc.
Methods Of Data Collection:-
Survey Method.
Interviews.
37
Here survey method used by me for the collection of primary data because it is the most
commonly used method of primary data collection in marketing research. It is widely used because
of its extreme flexibility.
Research instruments
DATA interpretation
And
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ANALYSIS
39
Fig.no.1.1
COMMENTS:-
1. The pie chart shows the awareness of brand among the consumer.
2. The aware brands found among the competitors in percentage are Brown and Polson 28%, Suprim
18%, cook well 11%, and Weikfield maximum i.e. 41% but there is one brand which consumers
know least are Blue Bird and others.
40
Fig.no.1.2
COMMENT:-
1. The pie chart shows at what percentage the usage of Corn Flour taken
place,
Weikfield -28%, Suprim-17%, Cookwell-23%, Blue Bird-7% and other brands
are 4%, it was seen during that Survey that there is strong image of Weikfield
In consumer mind
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S.NO. factors of purchase NO. of
Respondent
1 Quality 44
2 Taste 6
3 Brand name 22
4 Price 2
5 Easy availability 14
6 Retail Push 2
7 Advertisements 1
8 Peer/Family 3
recommendations
9 others 2
10 Total 96
Fig.no.1.3
COMMENTS:-.
1 .The pie char show the factor affecting the buying process of corn flour.
2. There are many factor listed but major factors which influence the corn flour market are quality
45%,brand name 25%, and advertising 14%.
42
1.4 QUANTITTY OF CORN FLOUR YOU REGULARLY PURCHASE?
6 Total 96
Fig.no.1.4
COMMENTS:-
2The 200gm pack is mostly selling product carrying high weight age i.e. 32%, and 21%-21% for
for 50gm and 500gm respectively.
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1.5 PRICE OF PACK YOU PURCHASE?
8 Total 96
Fig.1.5
COMMENT-
2.The formulated is come to conclusion the consumer have a desire to buy Rs 40,Rs
20 the percentage are 23% and 24% respectively. There are few consumers who really
go for high price the percentage for high price consumer are –Rs 70-5% only.
44
1.6 Frequency of purchase of Corn Flour?
Fig.1.6.
Comments:-
2.The use of the corn flour is minimal it is found people use to buy it in about month time the
percentage of monthly users are 44%,6 month time and 3 month time user are 21% and 13%
respectively.
45
1.7 TYPE OF PACKAGING YOU PREFER TO BUY?
Fig no.1.7
COMMENTS:
1.-The pie chart show the packing of corn flour prefer by consumer.
2.There are high percentage of people who desire for paper packing 42%,plastic packing consumers
are 24%,plasti jar 22%, and glass jar only 12% consumer available.
46
1.8 How frequently Corn Flour is use at home?
1 Daily 24
2 Weekly 19
3 Monthly 9
4 For Parties 6
5 Twice in Week 9
6 Fortnight 7
7 For Special Occasions 5
8 For Festivals 13
9 others 4
Fig.no.1.8
COMMENT:-
1. The graph show the use of corn flour in time and period of being purchase by the consumers.
2. The rate it is being sold and purchase by the consumer depend on the time when it is required,
Weekly 20%, twice in week 9%, fortnight 7%, and for the festival it is use 5%.The maximum it is
sold in daily basis.
47
1.9 What time is Corn Flour usually used at home?
Fig.1.9
Comments:-1.The graph shows at what time the corn flour is being used.(169)
2.The pie chat shows that at breakfast and dinner time it is use most i.e.27% and 21%
respectively .the other time it is use in lesser like high tea time -7%,brunch11% and so on.
48
1.10 How much Corn Flour is utilized during a single preparation?
Fig.1.10
2.The bar graph shows the quantity of corn flour use in single preparation of food .
3.The 1 tea spoon,30gm,entire pack and 10gm are use in lesser amount but 3tea spoon was
Maximum in in use.
49
1.11 How is Corn Flour consumed at home?
Fig.1.11
Comments:
2. The use of corn flour is found maximum as to prepare the Chinese dishes 13%, thickening agent
20%manchurian13% and shop17%.
50
1.12 WHAT IS THE OCCUPATION OF THE RESPONDENT TAKEN?
S. No Occupations No Of
Respondents
1 Professionals 43
2 House wife 40
3 Students 13
COMMENT:-
3. The total respondent are 96 among that 46% is professionals, 40% is house wife’s, and rest are
students.
51
OBSERVATION
SUGGESTION AND
RECOMMENDATION
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OBSERVATION AND FINIDINGS
Corn Flour is a processed and agri based food product. On the completion of consumer survey in
Viman Nagar and Karve Nagar area of Pune through questionnaire, I observed the followings:
1. Brown & Polson, Weikfield, Suprim, Cookwell, Blue Bird are the major player in the
field of manufacturing of Corn Flour.
2. Corn Flour is not a regular used food product in the kitchens of Viman Nager and Karve
Nager area. Consumption quantity is less except its uses for Chinese dishes (Manchurian)
and on special occasions.
3. Among the major brands Weikfield and Suprim hold major market coverage for the
product.
4. The product is not frequently purchased by the consumer so retailers keep it in their store
accordingly.
5. Consumers prefer the Paper Box (Duplex) packaging most for the Corn Flour product.
6. The consumers using the product are concerned on its ready to use feature and nutritious
value.
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SUGGESTIONS AND RECOMMENDATIONS
Though during the consumer survey i found strong brand image of Weikfield in the minds of its
regular users there are certain suggestions that can be considered these are:
1-Branding and promotions should be done effectively in order to attract new customers and
Consumers can be educated through TV and broadcasting. It will create more awareness about
the usage of Corn Flour.
2-Corn Flour is still not used in daily as an staple food its usage can be increased by attractive
and effective campaign
3- As Corn Flour is the food product which is used along with other flours and ingredients so its
new usages or food habit can be developed.
4- The company can give its customers more choice in terms of product packaging and flavours.
54
CONCLUSION
1. Weikfield has strong brand image in consumer’s mind. Its large customer base is
mainly of age group above 30 and they are using it over 5 to 15 years.
2. Corn flour is not a regular used product in Viman Nagar and Karve Nagar area.
Mostly consumer buys it monthly for consumption. There is less awareness about the
product usage in population.
3. Corn Flour has huge potential market as awareness about the product usage is still not
at par.
4. It is mainly used for making Manchurian, soups and cakes. Time for consumption is
mainly evening snack time, dinner and special occasions/parties.
5. Consumer prefers Paper Box (Duplex) and plastic pouch packaging for the product.
200gm packs are more in demand the second priority is given to 50 and 500gm
equally. Users do not stick to the price as it is less frequently purchased by the
consumers.
6. Quality and Brand name is main driving force for making purchase decision.
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BIBLIOGRAPHY
Books: -
Websites: -
www.weikfield.com
www.unileverfoodsolutionsasia.com
www.indiamart.com/bluebirdindia
www.businessdictionary.com
Others:-
Company product introductory booklet and materials provided By Weikfield Foods Pvt. Ltd.
56
ANNEXURE
57
3. What make you buy this brand?
Quality Taste
Brand name Price
Easy Availability Retailer Push
Advertisements Peer / Family Recommendations
Others…………………………………
50 gm 100gm
200gm 250 gm
500gm Others……….
Rs.20 Rs.30
Rs.40 Rs.50
Rs.60 Rs.70
Others……………………………..
Others……….
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Lunch Evening snack time
High tea time Dinner
Others if any……………………………….
Name :……………………..................................................................................
Age…………………
Place of Domicile……………………………….
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…………..............THE END………………....
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