A PRESENTATION ON

SUMMER INTERNSHIP PROJECT ON RAJANI TEA PVT. LTD.

Presented by: FOR
Guided By: Prof. C.D. Lakhlani

Pinak R. Jogiya
MBA II Enrl. No. 117360592005

Presented to:

Gujarat Technology University

Introduction of Tea Industry

In India Tea was created to satisfy the Englands Desire
Tea cultivation flourished in India under the British Rule. Growing Area

INTRODUCTION OF COMPANY

RAJANI TEA PVT .LTD

.

HISTORY & DEVELOPMENT OF COMPANY

Mr Gordhandas & Sons has first started this unit at

Jamjodhpur in 1975
Than they started their unit in Junagadh in 1983

under the brand name of Divyjyot Tea and Red star Tea

They started megicstic traders in 2003 & now this

unit is known as Rajani Distribution Pvt. Ltd.

PRODUCT INFORMATION

RajaniTea have 8 different products in Tea division.

Raw Material Grade No. Manufacture

SWOT Analysis of BIG BAZAAR

Strengths:

Old Industry-Experience. Manpower and Technical Skills Affordable prices

Weaknesses:
Less advertisement.

No exports

Opportunities:

They can expand their business in India. Quality and Brand Equity. Export Potential.

Threats for Big bazaar:

Threats of new entrants who provide schemes at very lower cost. Threats of competitiors.

INTRODUCTION OF TOPIC
TO STUDY THE CONSUMER BEHAVIOUR OF RAJANI TEA.

Factor Affecting Consumer Behavior Information from a variety of sources. Socio- cultural Environment/ Group Influence Affecting Consumer Behavior. Religion and language. Concern about states.

Objectives of the Study

To know the consumer Behaviour The Level of Satisfaction To know the consumers Taste-prefrence

HYPOTHESIS
SAMPLE SIZE = 60

Finally, are you in favour of Purchasing Rajani Tea?

Yes
No

35
25

58%
42%

Setting the hypothesis. H0: P0.5 50% consumers are in favour of purchasing Rajani Tea.

H1:P>0.5

50% consumers are in favour of purchasing Rajani Tea.

Level of Significance The level of significance at 5% Z=1.64

Test statistics
Z = p-P S.E(p) p=sample parameter P=population parameter

S.E. (p) = p*QN

=.5*.560 = 0.0645

Q=1-P

Z = p-P S.E(p)
= 0.583-0.500/0.0645 =1.29 Conclusion 1.29<1.64 So, H1 is accepted and H0 is rejected . More than 50% consumers are in favour of purchasing Rajani Tea.

Analysis of Age Group

age

Below 20 20-40 18 26 40-60 above 60

Analysis of Drinking in Morning .

40 35 30 25 20

liking
37

15 10
5 0 Tea

12 8 3

Coffee

juice

cold drinks

Product Prefrence
product
30 28

25

20

18 product
10

15

10

5
5

Premium

Gopika

Gulab

Other

Purchasing Criteria

30 25 20 15 10 5

28

12 12 5

0
Quality Brand name Price Taste Promotion 3

Consumers Usage Experience

25 20 15 10 11 5 7 0 0-1 1-3 y 3-6 y more than 6 y 0

24

Analysis of consumption pattern per month.

Consumption Pattern
25 22 20 15 11 10 5 0 9

0-500 gm

500 -1000 gm

above 1000 gm

Analysis of data & Suggestions

Analysis of Influancing factors

Influance
16 15

14 12 12

10

8 5

4 0

0 Advertisement Relatives Taste Packing price Avilability

Analysis of behaviour towards Repurchase

40 35 30 25 20 15 10 5 0 Definitely will Probably will Might or might not 4 3 35

Analysis of comparison
60 50 40 43

30
20 10 0 Much Better Somewhat Better Same Somewhat worse 12 5 0

FINDINGS
Consumers 1st prefrence toewards Tea Taste.

Mostly ,Rajani Tea failed to hold consumers for

more than 1 year. Inefficiency in Advertising In this research Mouth Publishing is relatively 2nd infuancing factor to purchase the Tea. People consume approx 500 gms Tea per month.

Suggestions
Suggestions to Rajani Tea are as follows: In this current Consumer oriented market the consumer switching over ratio should be minimize in Rajani Tea Pvt Ltd. Rajani Tea should increase its quantity as compared to its price. Rajani Tea should more emphasis on advertising &sales promotion tools. Rajani Tea should enter into the Brand endorsing.

Conclusion

Suggestions & conclusion

Proper control on temperature of the store. maintain the stock of free gifts. Drinking water and washroom. Increase the numbers of billing counters. Quick updation of schemes. Proper timing for the communication of events. Increase the no. of part time employees.

Bibliography
Marketing Management by Philip Kotler, 13th edition Business Statistics by Ken Black, 4th edition

Webography
www.futuregroup.in

www.future-group.com
www.futurebazaar.com www.pantaloonretail.in www.fvrl.in