A STUDY ON CUSTOMER SATISFACTION OF NAGA PRODUCTS &

MARKET POTENTIAL TOWARDS NAGA FROZEN CHAPATI

& PARATHA, DINDIGUL DISTRICT

A PROJECT REPORT

Submitted by

B.YAMUNA

TABLE OF CONTENTS

SL. No. CONTENTS PAGE NO.

1 Abstract I

2 List of Tables II

3 List of Charts III

CHAPTERS IV

Introduction and Design of the study

1.1 Introduction to the study 1

CHAPTER - I 1.2 Statement of the Problem 5

1.3 Review of Literature 6

1.4 Objectives of the Study 11

1.5 Research Methodology 12

Industry & Company Profile

CHAPTER - II 2.1 Industry profile 17

2.2 Company profile 19

CHAPTER - III Data Analysis and Interpretation 26

Summary of Findings, Suggestions and Conclusion

CHAPTER - IV 4.1 Findings 67

4.2 Suggestions 69

4.3 Conclusion 70

Appendices

References

ABSTRACT

The study entitled “A STUDY ON CUSTOMER SATISFACTION OF NAGA

PRODUCTS & MARKET POTENTIAL TOWARDS NAGA FROZEN CHAPATI &

PARATHA ,DINDIGUL DISTRICT”. This study was undertaken to know the satisfaction level of

customers and market potential for frozen chapatti and paratha.

The purpose of this study is to explore and study the market for frozen chapatti and

paratha products in DINDIGUL. To find out what are the influential factors determine the market

for such products. People attitude, income level, life style changes, product availability are taken

into consideration to arrive at the conclusion. Market research will give us insights about the

ongoing potential of the segment and the people preference to such products.

The main objective of this research is to identify the customer satisfaction towards NAGA

products and market potential towards naga frozen chapatti and paratha. Statistical Tools Used

for this research’s are Percentage method, Independent Sample Anova and Chi-Square Test is

used for analysis of data.

The result of the research is presented through tables. Based on the findings of the study,

There by the researcher has suggested naga should focus to increase the distribution through all

rural areas and there is a more market potential availability in dindigul helps to increase the

growth of the future market of Naga.

I

LIST OF TABLES

S.

PARTICULARS

PAGE

NO. NO.

3.1.1 Age of the respondents 26

3.1.2 Gender of the respondents 27

3.1.3 Marital status of the respondents 28

3.1.4 Educational qualification of the respondents 39

3.1.5 Occupational status of the respondents 30

3.1.6 Income (monthly) of the respondents 31

3.1.7 Number of members in the family of the respondents 32

3.1.8 Satisfaction level of the respondents 33

3.1.9 Choice of the respondents 34

3.32.1 Relationship between type of packaging to prefer and 35 Age

3.2.2 Relationship between type of packaging to prefer and 36 Gender

3.2.3 Relationship between type of packaging to prefer with 37 Respect to marital status

3.2.4 Relationship between type of packaging to prefer with 38

Respect to educational qualification

3.2.5 Relationship between type of packaging to prefer with 39 Respect to occupational status

3.2.6 Relationship between packaging to prefer with respect 40 To income (monthly)

3.2.7 Relationship between type of packaging to prefer with 41 Respect to number of members in the family

3.2.8 Relationship between expected factors and age 42

3.2.9 Relationship between expected factors and gender 43

3.2.10 Relationship between expected factors and marital 44 Status

II

3.2.11 Relationship between expected factors and educational 45 Qualification

3.2.12 Relationship between expected factors and 46 Occupational status

3.2.13 Relationship between expected factors and income 47

3.2.14 Relationship between expected factors number of 48 Members in the family

3.3.1 Relationship between factors influence on purchase 49 And age

3.3.2 Relationship between factors influence on purchase 51 And gender

3.3.3 Relationship between factors influence on purchase 52 And marital status

3.3.4 Relationship between factors influence on purchase 53

And educational qualification

3.3.5 Relationship between factors influence on purchase 55 And occupational status

3.3.6 Relationship between factors influence on purchase 57 And income

3.3.7 Relationship between factors influence on purchase 59 And number of members in the family

3.3.8 Relationship between customer expectations and age 61

3.3.9 Relationship between customer expectations and 63 Gender

3.3.10 Relationship between customer expectations and 65 Marital status

III

LIST OF CHARTS

S.

PARTICULARS

PAGE

NO. NO.

3.1.1 Age of the respondents 26

3.1.2 Gender of the respondents 27

3.1.3 Marital status of the respondents 28

3.1.4 Educational qualification of the respondents 39

3.1.5 Occupational status of the respondents 30

3.1.6 Income (monthly) of the respondents 31

3.1.7 Number of members in the family of the 32

Respondents

3.1.8 Satisfaction level of the respondents 33

3.1.9 Choice of the respondents 34

IV

1

CHAPTER - I

INTRODUCTION AND DESIGN OF THE STUDY

1.1. INTRODUCTION TO CUSTOMER SATISFACTION & MARKET POTENTIAL

Indian cooking and lifestyle have undergone tremendous changes for the last 15 years.

There are many major factors impacts this change are include, liberalization policy, dual income,

separate living of couples, Innovative kitchen applications, Media proliferation etc. The cooking

style and eating habits in India varies drastically from southern part of India to northern part of

India. Due to lifestyle pressure now-a-days people prefer easy short way of cooking food rather

spending too much time on spending in cooking. Non-availability of raw materials to prepare

masala and tedious process involved in doing so, has influenced people to choose such products.

There is no specific category and market potential for these products.

The product portfolio varies from noodles,pasta,chips,dairyproducts,fish& meat

products,ready cooking dosa,parota items, masala dishes, precooked dishes like froze chapatti

and paratha etc. There are peoples, who are migrating to cities for job and education and these

people have find the Ready-to-eat and Frozen products are comfortable to eat rather than

depending on restaurants and stores. Most of the dual income (both husband and wife are office

goers) families want to spend much less time on cooking because of less availability of time.

During weekends they want to spend time with their kids and outing, whereas in weekdays the

office duration is large and these factors forced them to go for buying such products. Other

factors influences this products is availability of different flavours and dishes.

Consumers who are looking for different dishes and flavours now depend on these products. This products brings variety to their eating’s and palatable too. There is no conclusion

which one precedes-whether the availability or taste or time constraint,all these factors

complement each other in driving these products. When India becomes the hub of many

multinationals and there is a rapid change in people lifestyles. Modernization, majority of young

population, Knowledgeable consumers, will make an impact on these products. Due to raise in

literary levels, proliferation of communication technology, consumers are becoming more aware

of the foods they intake and they take decision based on the wealth of resources available.

2

Freezingfood preserves it from the time it is prepared to the time it is eaten. Since early times,

farmers, fishermen, and trappers have preserved their game and produce in unheated buildings

during the winter season. Freezing food slows down decomposition by turning residual moisture

into ice, inhibiting the growth of most bacterial species. In the food commodity industry, there

are two processes: mechanical and cryogenic (or flash freezing). The freezing kinetics is

important to preserve the food quality and texture. Quicker freezing generates smaller ice crystals

and maintains cellular structure. Cryogenic freezing is the quickest freezing technology available

due to the ultra-low liquid nitrogen temperature −196 °C (−320 °F).

Preserving food in domestic kitchens during the 20th and 21st centuries is achieved using

household freezers. Accepted advice to householders was to freeze food on the day of purchase.

An initiative by a supermarket group in 2012 (backed by the UK's Waste & Resources Action

Programme) promotes advising the freezing of food "as soon as possible up to the product's 'use

by' date". The Food Standards Agency was reported as supporting the change, providing the food

had been stored correctly up to that time.

INDIA is one of the world's largest food producers, yet branded foods account for an

inconsequential proportion. Among the various food industry segments, the largest is wheat.

Estimates of the industry's sizevary,but it is generally put at around Rs.80,000crores. This

estimate may be far off the mark, but there is no disputing the Indian market's vastness for mass

consumption items such as wheat products. Considering the industry's size and low brand

penetration, international giant shave set their sights on then ascent Indian market for branded

wheat products biscuits,breads,packaged attained innovations such as chapattis and parathas. The

domestic branded atta market is currently growing by around 25 percent annually.

Customer is the key role in any business, without any customer it’s difficult to do

business, and that’s the fact. It’s necessary to work closely with your customer. Because

customer can also create your business.

Customer is the major part of business and also in the market. Market where buyers and

sellers meat. Business runs through customer, without the customer there is no business.

Satisfaction is an individual feeling of pleasure or the disappointment, if their expectation level

meats, their level of satisfaction also increasing but if not then disappointment comes. Customer

3

satisfaction is very important for every organization; either they are service sector or the privet

sector. It’s not every time to satisfy your customers. Since there are so many customers using

products. And every customer uses it differently, take it differently, and speak it differently.

The most dangerous part for any organization is word of mouth. You can’t stop every

person’s mouth, even if you give your best of best, they still argue on your products which are

not good for some time. Some customer likes your products and after use they speak good words

for the product. But some use your product, and speak wrong word of mouth for the product.

CUSTOMER SATISFACTION

According to Zairi (2000) the feeling of pleasure and expectation fulfillment is known as

Satisfaction. If the product will not satisfied customer feelings they will be dissatisfied, and if

product satisfied them after the use customer will be satisfied and become loyal to that product or

brand. In other words customer satisfaction is goods or services which fulfill the customer

expectation in terms of quality and service for which he paid. If Customer satisfaction develops

they will become loyal to that product or brand and their loyalty will be good for the company in

sense as a Profit. Customer satisfaction is the part of marketing and play important role in the

market. In any organization satisfaction of customer is more important, because if your customer

is satisfied with your services or products, your position will be good in the market.

MARKET POTENTIAL

Market potential is the entire size of the market for a product at a specific time. It

represents the upper limits of the market for a product. Market potential is usually measured

either by sales value or sales volume. For example, the market potential for ten speed bicycles

may be worth $5,000,000 in sales each year.

On the other hand, the market potential for motorcycles may be 500,000 units each year,

which is a measure of sales volume rather than sales value. Keep in mind that market potential is

just a snapshot in time. It's a fluid number that changes with the economic environment. For example, rising and falling

interest rates will affect the demand for products that are typically financed, like cars and houses.

4

Market potential is nothing but to collect, classify, study the company sales data.

Collection of data is not part of analytical part, but it vitally affect the quality of the sales

analysis. Market potential is generally based on data already in existence

Market Potential Analysis:

This is an important aspect of marketing since one has to do market research related to

their industry product which can be business to consumer or business to business. Market

potential is basically carried out to know the strength in the industry also to allocate the target to

the sales force based on optimum market research which normally includes the customer

requirement, there expansion plans, investment etc. With optimum information sales manager

knows the amount of investment a company is going to make for the coming years. Based on this

authentic information a company can take steps.

Determining the market potential of a product is part of a successful marketing process

and requires marketing research. we'll need to examine at least three factors that will determine

whether the market potential of our product is worth the investment. we need to analyze our

potential customer base, analyze our competition and analyze the current environmental

conditions that may affect market potential.

Before going for market potential analysis we need to initially know on which products you are

carrying out market potential and then go for it. Market potential is carried out by visiting to our

customer or consumer site asking them questions about our products.

5

1.2.STATEMENT OF THE PROBLEM

To study oncustomer satisfaction and expectation to know who the customer are

what they want how they use and react of the product. To reveals to the manufacture about the

preferences, likes, choices of different peoples gain knowledge about factors influencing the

consumer to prefer a particular brand and problems faced by them on using such brand and so on.

Today, a lot of frozen food products are producing companies have started manufacturing

frozen foods like frozen chapatti and paratha products all over the world.For large scale under the

brand name of Naga.It is essential to study about the customer satisfaction of existing naga

products and expectations towards frozen chapatti and paratha, this interest makes the researcher

to take up the research study entitled.

6

1.2. REVIEW OF LITERATURE

The frozen food market in India, currently estimated at Rs. 128 crore (2006) is

expected to expand to reach Rs. 2,900 crore by 2015, according to an analysis done by Tata

Strategic Management Group (TSMG). In its analysis, TSMG said that the factors contributing to

the growth would be changes like cold chain development, disintermediation, streamlining of

taxation, economies of scale on the supply side, coupled with increasing disposable incomes,

diminishing culinary skills and the need for convenience on the demand side. The report also

highlights that the frozen food market in India has remained under-penetrated owing to factors such as consumers’ penchant for freshness, low affordability and the Indian housewife’s

preference for home-cooked food.

According to Berry and Parasuraman (1991),argue that since customers’ satisfaction is

influenced by the availability of customer services, the provision of quality customer service has

become a major concern of all businesses. Customer satisfaction is typically defined as a post

consumption evaluative judgement concerning a specific product or service.It is the result of an

evaluative process that contrasts pre-purchase expectations with perceptions of performance during

and after the consumption experience. Anton (1996) offers more elaboration: “customer satisfaction as a state of mind in which the customer’s needs, wants and expectations throughout

the product or service life have been met or exceeded, resulting in subsequent repurchase and

loyalty”.

Roberts and Wortzel (1979) in the it study, titled“ New Life-style determinants of

women’s food shopping behaviour” have used life-style variables as predictors of food shopping

behaviour. It has been concluded that women’s participation in the labour force have

significantly focused attention on changing life-styles and consumption patterns. Schroder and

McEachern(2005) in their research ,titled “Ready-to-eat/Frozen food s and ethical consumer

value a focus on McDonald’s and KFC” aims to investigate the effect of communicating

corporate social responsibility (CSR) initiatives to young consumers in the UK on their fast-food

purchasing with reference to McDonald’s and Kentuchy Fried Chicken (KFC) It has been

concluded by the authors that Ready-to-eat/Frozen food has been perceived as convenient but

unhealthy and therefore Ready-to-eat/Frozen food companies can no longer rely on convenience

as USP unless the implications of same on consumers health is given equal importance.

7

Nayga and Capps (1986-1998) in their study titled “Determinants of food away from

home consumption: An Update” identified several socio economic and demographic characteristics of individuals who have consumed food away from home using 1987-1988

national food consumption survey. The analysis was performed using logit analysis. The

significant characteristics have been race, ethnicity, employment status, food stamp participation,

seasonality, household size, age, income and frequency of consumption.

Jackson and McDaniel (1985) in their research titled “Food shopping and preparation:

psychographic differences of working wives and housewives” explores various psychographic characteristics exhibited by working wives as opposed to housewives in food shopping and food

preparation by comparing responses of 246 working wives and 181 housewives to several food

shopping and preparation related psychographic statements. Results have revealed that working

wives have a greater dislike for food shopping and cooking and also exhibited a tendency to be

less concerned with the impact of their food shopping and preparation activities on other family

members vis-à-vis nonworking wives.

E. Carrillo(2011) investigated consumers' factors underlying food choice and their

attitudes toward healthy eating. The participants completed a questionnaire composed by two

parts. The first one was based on the Food Choice Questionnaire where the mean scores and factor analyses pointed to “sensory appeal,” “price” and “convenience” as the most important

factors in Spaniards' food choice. The second part of the questionnaire asked about the

consumption frequencies of different kind of foods and revealed dairy products as the most

consumed ones. Furthermore, foods with specific health-promoting ingredients exhibited low

consumption frequency, most likely motivated by the low interest or knowledge about their

health benefits.

Knowing the main factors underlying consumers' food choice provides important

information for having a better understanding of consumers' interest and attitudes toward healthy

eating, as well as their concerns about factors involving purchase decision. Knowledge about

perceptions toward healthy foods is useful for researchers, producer, manufacturers and health

professionals as a first step to design public health policies and consumer education strategies.

8

In addition, the methodology used in the present study with potential application to any

kind of population, establishes relationships between consumers perception and food

consumption behavior for Spanish consumers.

Steptoe, M.Pollard and Wardle (1995) in their research work,titled “Development of a

Measure of the Motives underlying the selection of food:the Food Choice Questionnaire” have

developed a food choice questionnaire using Factor Analysis of responses from a sample of 358

adults ranging in age from 18-87 years.The authors have determined Health,mood,

convenience,sensoryappeal,naturalcontent,price,weightcontrol,familiarity and ethical concern as

the prime motives of food choice and have also evaluated the differences in these motives with

respect to sex,age and income.

Binkley(2006) in his research titled “ The effect of demographic, economic and nutrition

factors on frequency of food away from home” has used a model explaining visits to table service and Ready-to-eat/Frozen food restaurants that are estimated with nutrition variables added to

standard demographic measures ,wherein nutrition factors have less impact on table service. However

the frequency of consumers very conscious of nutrition factors is significantly very less to table

service and Ready-to-eat/Frozen food restaurants vis-à-vis others.Manchestor and Clauson(1995) in

their work titled “ 1994 Spending for Food Away from Home outpaces Food at Home ” have

analyzed how food expenditure has significantly increased on eating out.

Nayga and Capps(1986-1998)l in their study titled “ Determinants of Food away

From Home Consumption: An Update” identified several socio economic and demographic

characteristics of individuals who have consumed food away from home using 1987-1988

national food consumption survey.The analysis was performed using logit analysis. The

significant characteristics have been race,ethnicity, employment status,food stamp

participation,seasonality,householdsize,age,income and frequency of consumption.

Consumers has become increasingly apparent, given their general food habits and

behavior, Particularly during adolescence and analyzed that the interaction between young

consumers' food preferences and their nutritional awareness behaviour, within three

environments(home, school and social).The results indicated that the perceived dominance of

home, school and social interaction appears to be somewhat overshadowed by the young

9

consumers, whiled eveloping an 'independence' trait, particularly during the adolescent years. The

authors suggested that food preferences are often of a' fast food 'type and consequently the food

habits of many young consumers may fuel the consumption of poorly nutritionally balanced

meals. While young consumers were aware of healthy eating, their food preference behaviour did

not always appear to reflect such knowledge, particularly within the school and social

environments.

According to the WHO, India has been dubbed as Diabetic capital of the world with 37

million diabetics out of 150 million diabetics in the world. Raghavan (2003) in his research,titled “Food in a Globalised World” has concluded that food is a means of life but it has

become meaningful investment for business. There is huge gap in food and health related

research in Indian context despite obesity almost being an epidemic in metropolitan cities like

Delhi, Mumbai, Bangalore,Kolkata and gradually rising in other urban areas too. It is an attempt

of mine to analyse in Indian context the determinants and implications of consumers food choice

particularly towards Ready-to-eat/Frozen food and discussing policy implications for the same.

Rees (1992), in his study observed that the factors influencing the consumers’choice

of food are flavour, appearance and advertising. Demographic and household role changes and

the introduction of microwave ovens have produced changes in eating habits. Vigorous sale of

chilled and other prepared foods is because of the attitude of large number of working wives and

single people who prefer convenience. Development in retailing with concentration of eighty

percent of food sales in Supermarkets is also considered to be an important factor. Consumers are

highly responding to messages regarding safety and health. They are highly concerned about the

way in which food are produced and want safe, natural and high quality food at a reasonable

price.

Usha (2007) has made an attempt to analyze the existing buying behaviour of

Instant/frozen Food Products by individual households and to predict the demand for Instant

Food Products in Kolar district. The study found that there is a general perception among the

consumers that Instant/frozen Food Products are expensive than home made products. About

96.11 per cent consumers of Dosa/Idli mix and more than half of consumers of pickles and

Sambar masala prepared their own home made products. Low cost of home preparation and

10

differences in tastes were the major reasons for non-consumption, whereas ready availability and

time saving of preparation were the reasons for consuming instant food products. Retail shops are

the major source of information and source of purchase of Instant Food Products.

The average monthly expenditure on Instant/frozen Food Products was found to be

highest in higher income groups. The average per capita purchase and per capita expenditure on

Instant food Products had a positive relationship with income of households. Housewives were

the major decision makers on consumption of Instant Food Products. Most of the Dosa/Idli mix

consumers found to be medium loyal and majority of pickles and Sambar masala consumers

belonged to higher loyalty group. High price and poor taste were the reasons for not purchasing

certain brand whereas best quality, retailers influence and ready availability were considered for

preferring other brand of products by the consumers. Among branded products, MTR brand of

Dosa/Idli mix, Chinnis and MN brands of pickles and Everest and MTR brands of Sambar masala

were highly preferred by the consumers.

Yee and Young (2001), aimed to create awareness of high fat content of pies, studied

consumer and producer awareness about nutrition labeling on packaging. For this, seven leading

pie brands were analyzed for fat content and are ranged from 7.1 to 19.2% fat. Potato topped or

cottage pies had the lowest fat content (7.1-9.2% fat). Most pies did not display nutritional

labeling on packaging. Over half of the consumers (52%) who responded to the survey (42%

response rate) were aware of the campaign. The study was successful at raising consumer

awareness about the high fat content of pies and influencing the food environment with a greater

availability of lower fat pies. It is possible to produce acceptable lower fat pies and food

companies should be encouraged to make small changes to the fat content of food products like

pies. Potato topped pies are lower in fat and are widely available. Regular pie eaters could be

encouraged to select these as a lower fat option.

11

1.3. OBJECTIVES OF THE STUDY

1. To identify the expectations of customer needs towards frozen chapatti and paratha.

2. To study the factors those are influencing purchase decision market for frozen chapatti.

3. To study the customer opinions for existing naga products.

4. To find out the satisfaction level of customers.

12

1.4. RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research problems. It may be

understood as a science of studying how research is done scientifically. The research

methodology adopted for the present study has been systematic and was done in accordance to

the objectives set, which has been discussed in earlier pages.

1.4.1. Types of research design

Research Design

A research is the arrangement of condition for collection and analysis of data in a manner

that aims to combine relevance to the purpose with economy in procedure.

Research method

This research is descriptive in nature as the study aims to find out the consumer

expectation and needs towards frozen chapatti and paratha, also find out customer satisfaction of

existing naga products. The study is carried out the naturalistic observation and survey

questioning, which are attributes of descriptive research.

1.4.2. Hypothesis

Ho : There is no difference between the promotional activities done by the various

products.

H1 : There is a significant difference with respect to promotional activities done by

various products. To test this hypothesis, the first step is torank each of the product across samples. Then assigning the largest score the rank 1, the next largest score the rank 2 and so on.

Find H statistic by using the following formula:

Where, N = The total number of respondent in k samples;

Ni = The number of respondents in ith sample ;and

Ri = The sum of ranks for ithsample. By referring H table the significance of H

statistics is determined.

Ri = The sum of ranks for ith

sample. By referring H table the significance of H

statistics is determined.

1.4.3. Source of Data

1) Primary data: primary data is been collected through one to one interview. Primary data

consist of original information collected for specific purpose. This project relied on the

response of the employees and customers. Structured undisguised questionnaire was used

to collect the primary data.

2) Secondary data: secondary data is been collected from internet.Secondary data consists of

information that already exists somewhere having been for some other purpose, The

secondary data is obtained from the company annual report, Text books, Internet and

Journals.

Data Collection technique

Collection of data for the purpose of the research study is in the form of primary data and

secondary data, as the study being empirical in nature. Primary data includes expert’s

suggestions, executive’s opinion, face-to-face interviews, and survey questionnaires.

Questionnaires were collected based on the sampling technique from consumer behaviour about

the FMCGs product.

The interviews that took take place with the consumer. Further, secondary data sources

include focus group transcripts, observation records, research related documents, published

books, article, newspapers, published, and unpublished research work of various institutions.

1.4.4. Methods of data collection

Collection of Data

Data collection is one of the most important aspects in the research design. The interview

schedule was used to collect the primary data. This study was conducted for one and half month

in Dindigul District.

14

Questionnaire Design

Structured Questionnaire was used as an instrument for collecting information from the

individuals. Proper care was taken to ensure that the information needs match the objectives, the

basic cardinal rules of Questionnaire design like using simple and clear words, the logical and

sequential arrangement of questions has been taken care of.

1.4.5. Sampling process/ techniques

Sampling Design

Since the population of consumers of the customers is Large in number, It was unable to

collect informationfrom all individuals due to limitation of time, hence part of the population is

taken for collecting data, analyzing and generating the findings.

Sample size identification

Here are the formulas used in our Sample Size Calculator:

*Sample Size Ss= Z 2

* (P) * (1-P)

C 2

Where,

Z = Z value (e.g. 1.96 for 95% confidence level)

P = Percentage picking a choice, expressed as decimal

(.5 used for sample size needed)

C = Confidence interval, expressed as decimal (e.g., .04 = ±4)

Determine Sample Size Confidence Level: 95% 99%

Confidence Interval: 0.5% Population: 2633170 Sample size needed 384

*Sources: (Research methodology methods and techniques by C.R.Kothari)

#Sources: The census 2011 is the 15th national census survey conducted by the census

organization of India. Mr. C. Chandramouli is the commissioner & registrar general of the

Indian 2011 census.

15

1.4.6. Statistical tools Used

Data collected was analyzed, tabulated and percentages were calculated by using bar

charts for the purpose of easy understanding.

1) Sampling Method: Convenient Sampling Method

2) Sampling Units: Customers

3) Sample Size: Number of respondents is 112. 1.4.7 Tools Used For Analysis

The following are the important tools used for this study.

Percentage analysis

Chi-square analysis

Anova Table analysis

16

1.4.8. Limitations

This study is exploratory and has some limitations that however doesnot liquidate the

purpose of study.Data obtained from the convenience sample and literature reviews has been

generalized for inferring consumption patterns of Indian consumers (population).

The numbers may not totally represent the whole section of the population because of

different backgrounds. Although the study varies in male and female ratio and family members

and May not considered the collective opinion of the family.

Young & Middle age consumers in the age group of 20-50 from dindigul, frequently

visiting the grocery & department stores are given questionnaire and interviewed personally. The

covered people may not represent the whole population and most of them represent female

genders. The cities targeted also many not represent whole south Indian population.

17

CHAPTER – II

INDUSTRY AND COMPANY PROFILE

2.1 INDUSTRIAL PROFILE

The food industry is a complex, global collective of diverse businesses that supply most

of the food consumed by the world population. Only subsistence farmers, those who survive on

what they grow, can be considered outside of the scope of the modern foodindustry. Food

preservation involves preventing the growth of bacteria, fungi (such as yeasts), or other micro-

organisms (although some methods work by introducing benign bacteria or fungi to the food), as

well as retarding the oxidation of fats that cause rancidity. Food preservation may also include

processes that inhibit visual deterioration, such as the enzymatic browning reaction in apples after

they are cut during food preparation.

Many processes designed to preserve food will involve a number of food preservation

methods. Preserving fruit by turning it into jam, for example, involves boiling (to reduce the

fruit’s moisture content and to kill bacteria, etc.), sugaring (to prevent their re-growth) and

sealing within an airtight jar (to prevent recontamination). Some traditional methods of

preserving food have been shown to have a lower energy input and carbon footprint, when

compared to modern methods.However, some methods of food preservation are known to create

carcinogens, and in 2015, the International Agency for Research on Cancer of the World Health

Organization classified processed meat, i.e. meat that has undergone salting, curing, fermenting,

and smoking, as "carcinogenic to humans".

Maintaining or creating nutritional value, texture and flavor is an important aspect of food

preservation, although, historically, some methods drastically altered the character of the food

being preserved.

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History

Natural food freezing (using winter frosts) had been in use by tribes in cold climates for

centuries. By 1885 a small number of chicken and geese were being shipped from Russia to

London in insulated cases using this technique.

By March 1899, the "British Refrigeration and Allied Interests" reported that a food

importing business, "Baerselman Bros", was shipping some 200,000 frozen geese and chickens

per week from three Russian depots to New Star Wharf, Lower Shadwell, London over three or

four winter months. This trade in frozen food was enabled by the introduction of Linde cold air

freezing plants in three Russian depots and the London warehouse. The Shadwell warehouse

stored the frozen goods until they were shipped to markets in London, Birmingham, Liverpool

and Manchester. The techniques were later expanded into the meat packing industry.

From 1929, Clarence Birdseye introduced "flash freezing" to the American public.

Birdseye first became interested in food freezing during fur-trapping expeditions to Labrador in

1912 and 1916,where he saw the natives use natural freezing to preserve foods. More advanced

attempts include food frozen for Eleanor Roosevelt on her trip to Russia. Other experiments,

involving orange juice, ice cream and vegetables were conducted by the military near the end of

World War II.

Food industry technologies

Modern food production is defined by sophisticated technologies. These include many

areas. Agricultural machinery, originally led by the tractor, has practically eliminated human

labor in many areas of production. Biotechnology is driving much change, in areas as diverse as

agrochemicals, plant breeding and food processing. Many other types of technology are also

involved, to the point where it is hard to find an area that does not have a direct impact on the

food industry. As in other fields, computer technology is also a central force, with computer

networks and specialized software providing the support infrastructure to allow global movement

of the myriad components involved.

19

Indian food industry

Accounting for about 32 per cent of the country's total food market, the food processing

industry is one of the largest industries in India and is ranked fifth in terms of production,

consumption, export and expected growth. The total food production in India is likely to double

in the next 10 years with the country's domestic food market estimated to reach US$ 258 billion

by 2015.

The food processing industry forms an important segment of the Indian economy in terms

of contribution to GDP, employment and investment, and is a major driver in the country's

growth in the near future. This industry contributes as much as 9-10 per cent of GDP in

agriculture and manufacturing sector, according to Mr J P Meena, Additional Secretary, Ministry

of Food Processing Industries (GOI). The Indian food industry stood around Rs 247,680 crore

(US$ 39.03 billion) in 2013 and is expected to grow at a rate of 11 per cent to touch Rs 408,040

crore (US$ 64.31 billion) by 2018. Indian agricultural and processed food exports during April-

May 2014 stood at US$ 3,813.63 million, according to data released by the Agricultural and

Processed Food Products Export Development Authority (APEDA).

2.2.COMPANY PROFILE

A man with a vision, K.Sreenivasan founded the NAGA Group, named after his

beloved wife, Smt. Naga Lakshmi. His firm belief, “to rise above the ordinary”, enabled him in

setting up the first group company under the banner of Naga Lakshmi Flour Mills Pvt. Limited

in 1962. Beginning his career as a trader in 1942, he moved on to become an industrialist in

1962, within a span of two decades

NAGA Group of companies, over the last two decades has metamorphosised itself from

a humble flour milling company to a diversified multi product, multi brand dynamic

organization. The birth of the rising star "NAGA Group" brought in welcome transformation of

a place called "Dindigul" from a little known town to becoming the nerve centre of a business

empire

20

VISION:

The Group have a great vision as said by the founder “to rise above the ordinary”.

The company’s employees and other supportive stakeholders and business collaborators are

also striving to make the vision to be true for the past few decades. And it will continue with

this good reputation and make the dreams of Mr. K.Sreenivasan to make its colors.

MISSION:

The Mission of the company is to build its strong values among the stakeholders and its

valuable customers. The Company follows certain criteria as golden rules.

1) To produce the best

2) Always aiming for the first

3) Thinking like a customer

4) Tomake stakeholders Happy

Their strong belief is that Customers, Vendors, Employees and Stakeholders were the

four pillars on which the company’s strength lies in.

A few milestones achieved during this year include -

5) One of the biggest millers in South India and largest suppliers of wheat based products to leading MNCs in India

6) Largest suppliers of soaps & detergents to leading MNCs in India

DIVISIONS

NAGA LIMITED FOODS

With 150,000 tons production per annum, NAGA Limited Foods is one of the

largest wheat milling Companies in South India.

21

Best equipments manufactured and supplied by Buhler - Switzerland are installed.

Qualified and experienced millers appointed are always guiding the support staff to

give their best.

Wheat being the sole raw material is procured from the best wheat growing States

of India. Depending upon the favorable Government policies, import of wheat

from prime foreign source are also done periodically. Arrangement exists for

transportation of wheat from sea ports, railways (for container wagon) and leading

transporters for road carriers.

This sector has established its businesses for more than three decades. Finished

products constitute sooji, maida, whole wheat flour and bran.

Immediate future plans include setting up of “fully automated flour mill” – to be

supplied and installed by Buhler – Switzerland.

Finished products enjoy the reputation of a superior brand name in southern part of

India.

A few leading multinationals like Hindustan Unilever Ltd., ITC, Britannia,

Parle are some of the names who have been in long association with us

being prime customers who directly source from us for their regular

requirement.

The manpower employed is at their best in meeting delivery schedules at

short notice.

NAGA LIMITED DETERGENTS

The factory, inaugurated in 1992, is located in Vedasandur. This Division is one of

the largest manufacturers of high quality detergents, laundry soaps and toilet soap.

The machinery used is of sophisticated nature with excellent in house technical

expertise for backing up.

Hindustan Unilever Ltd. (HUL) is one of the leading multinationals who are in

long association being a prime customer since inception.

22

This Division exclusively caters to the regular requirement of HUL for some of

their leading detergent brands.

NAGA LIMITED CHEMICALS

i. For catering to the needs of fillers for our Detergents Division, grinding unit was set

up in 1995. This Division is capable of grinding calcite, dolomite, china clay,

feldspar, limestone and other minerals.

ii. This Division is having its own captive mines from where raw materials

are procured.

iii. Equipments installed are modern, reliable and environment friendly.

iv. This Division is capable of achieving highest volume of grinding.

v. There is a well-equipped laboratory for measuring best quality standards of the

finished products.

vi. Manpower employed is technically efficient to give optimum results within a

minimum time period.

vii. Major customers include glass factories, ceramic industries, soaps and detergent

unit, paint and paper industries, fertilizer units, besides others.

NAGA LIMITED POWER

i. The Company has adopted environment friendly renewable form of energy for

meeting the power requirements of its various Divisions.

ii. Currently, NAGA Power is happy to announce that it is generating sixty-five lakh

units of power through “wind power” route. This is equivalent to fifty percent of

the total one hundred thirty lakh units consumed by the entire group.

iii. The Company’s objective towards the future is aimed at producing one hundred

percent green energy for meeting the entire power consumption requirement of all

its Divisions.

iv. The Company owns six Wind Mills.

v. Three Wind Mills are supplied by M/s Vestas each having a capacity of 750 KW.

23

Two of the windmills are installed in Pazhuvur (in Nagercoil District) and one

windmill installed in Pattakuruchi (in Thenkasi District).

vi. Two Wind Mills are supplied by M/s Enercon each having a capacity of 800 KW.

Both these windmills are installed in a place known as Dharapuram.

vii. One Wind Mill is supplied by M/s NEPC having a capacity of 225 KW / 40 is

installed in a place known as Panangudi.

NAGA LIMITED RETAIL

Today, the brand NAGA is touching the lives of many customers in some way in the

State of Tamil Nadu as every second biscuit consumed is manufactured out of NAGA maida.

For the future, the brand NAGA is aiming to reach every household kitchen shelf directly

through its range of products viz. sooji, maida, whole-wheat atta and samba rava.

NAGA Retail Division manages over 200 stock keepers in the State covering over 30%

of retail stores. This ensures products are available to the customers on a timely basis and

delivered to the right place at the right time.

Customers are served by well-trained and dedicated staff members who take pride in

the job they do. They keep on striving to forge a close relationship with the customers for

better understanding their needs and then aiming to satisfy those needs in the best possible

manner. Periodic surveys are conducted with regular traders (both wholesalers and retailers)

for constantly improving upon the scope of operations in all spheres aiming for enhanced

customer satisfaction.

Details of the products available under the brand NAGA are as follows:

1) Maida in 3 SKUs -- 1kg,500 grams and 200 grams

2) Sooji (Rava) in 4 SKU’s -- 10kg,1kg, 1/2kg and 200gms

3) Chakki Walla in 4 SKUs -- 10 Kg,5 Kg,1 Kg and 500 gms

4) Samba Rava in 2 SKUs -- 500 gms ,200 gms

5) Samba Rava (Super Fine)

in 2 SKUs -- 500 gms and 200 gms

6) Oats

24

NAGA LIMITED PROPERTY

The Group owns sufficient land and developed properties, spread over different

locations in the State of Tamil Nadu. A few of the property details rented out are as follows:

NAGA Limited owns a multiplex in Dindigul. This has been given on a long

lease rental to ADLABS.

Seventy five thousand square foot area in Dindigul, owned by the group, are

given on a long lease rental to Hindustan Uniliver Ltd.

A large area at Muthupetai is given on lease to raise shrimps every year on

rotational basis.

NAGA LIMITED LOGISTICS

NAGA Limited is also owning and maintaining freight carrier transport facilities.

These are mainly used to reach the NAGA branded products to the interior pockets of the State

for catering to the rural and semi rural populace.

CAREERS

At NAGA, employees are considered the most important link for a continuous fruitful

growth of the business activities. Great convenience standards are given to them to perform to

the best of their ability. The work culture followed provides enough scope for employees to

excel in their area of operations - they follow flexible and non-flexible open policies best suited to each one of them.

What can an employee look for while being at NAGA!

• An employee gets hands on experience not only in real work situations but also

in choosing his preference to work in any of the Company’s varied divisions.

• An employee can look forward to being empowered enabling him to create

an environment for taking decisions in autonomous ways so that he gets the feel that he

is in control of the outcomes for which he has accepted responsibility.

• An employee can reasonably expect consistent growth opportunities for advancement,

25

as the Company wants an employee to grow from within.

• An employee can become a go-getter, in course of time, by developing his

interpersonal, communication and presentation skills through a range of

learning opportunities presented before him.

FUTURE SCENARIO

Future scenario at NAGA could be termed as optimistic. The turnover of the group

Companies have been raising steadily. The group has made sizeable investments in bringing in

latest technologies.

Oracle JDE Enterprise Resource Planning (ERP) latest version software is

introduced.

This module covers all the important sectors like finance, sales, distribution, purchase,

inventory, manufacturing and quality circles, resulting in faster generation of data, whenever

required. Processing of statutory audit guidelines will also become simpler and overall efficiency

will get a big boost.

Plans are on for going in for the next stage known as Customer Relationship

Management (CRM).

Under the Quality Management System, as a first step, process has begun for

obtaining ISO 9001 – 2000 certification. Soon to be followed would be getting the

FSMS (Food Safety Management System) 22000 certification which is an

integration of ISO 9000 with HACCP (Hazard Analysis and Critical Control

Point).

For overall internal communication, extensive usage of email management is

followed resulting in paperless communication.

The above clearly illustrates that NAGA Limited is always one step ahead in embracing newer

technologies for enhancing efficiency levels linked with productivity in key areas.

26

CHAPTER - III

DATA ANALYSIS AND INTERPRETATION

Table 3.1.1 Age of the respondents

Age Frequency Percent

Below 20 yrs 16 14.3

21-30 years 48 42.9

31-40 yrs 36 32.1

above 40 yrs 12 10.7

Total 112 100 Source: Primary Data

INTERPRETATION

From the above table it is inferred that above 14.3 % of the respondents are less than 20

years, 42.9 % of the respondents are 21-30 years , 32.1 % of the respondents are 31-40 years and

10.7 % are above 40 years.

Chart 3.1.1 Age of the respondents

14% 11%

32%

43%

Below 20 yrs

21-30 years

31-40 yrs

above 40 yrs

27

Table 3.1.2 Gender of the respondents

Gender Frequency Percent

Male 23 20.5

Female 89 79.5

Total 112 100 Source: Primary Data

INTERPRETATION

From the above table3.1.2, it is inferred that above 20.5 % of the respondents are Male, 79.5 % of the respondents are Females.

Chart 3.1.2 Gender of the respondents

20%

Male

Female

80%

28

Table 3.1.3 Marital Status of the respondents

Marital Frequency Percent

Status

Married 90 80.4

Unmarried 22 19.6

Total 112 100 Source: Primary Data

INTERPRETATION

From the above table it is inferred that above 80.4% of the respondents are married and19.6 % of the respondents are Unmarried.

Chart 3.1.3 Marital Status of the respondents

20%

Married

Unmarried

80%

29

Table 3.1.4 Educational Qualification of the respondents

Educational

Frequency Percent Qualification

Schooling 47 42

PG 18 16.1

Degree/Diploma 39 34.8

Others 8 7.1

Total 112 100 Source: Primary Data

INTERPRETATION

From the above table it is inferred that above 42 % of the respondents are done

schooling, 16.1 % of the respondents are done PG , 34.8 % of the respondents are done

Degree/Diploma and 7.1% of the respondents are others.

Chart 3.1.4 Educational Qualification of the respondents

7%

35% 42%

Schooling

PG

Degree/Diploma

Others

16%

30

Table 3.1.5 Occupational Status of the respondents

occupational

Frequency Percent Status

Business 17 15.2

Self-Employed 32 28.6

House wife 44 39.3

Others 19 17

Total 112 100 Source: Primary Data

INTERPRETATION

From the above table

business, 28.6 % of the respondents

wife and 17.1 % are others.

it is inferred that above 15.2 % of the respondents are are

Self-Employed , 39.3 % of the respondents are House

Chart 3.1.5 Occupational Status of the respondents

17% 15%

Business

Self-Employed 29%

House wife

Others 39%

31

Table 3.1.6 Income (Monthly) of the respondents

Income

Frequency Percent (Monthly)

Schooling 37 33.0

PG 43 38.4

Degree/Diploma 23 20.5

Others 9 8.0

Total 112 100.0

Source: Primary Data

INTERPRETATION

From the above table it is inferred that above 33% of the respondents are up to

Rs.5,000, 38.4 % of the respondents are 5,000-10,000 , 20.5 % of the respondents are 10,000-

20,000 and 8.0 % are above 20,000.

Chart 3.1.6 Income (Monthly) of the respondents

8% 21%

33%

Schooling

PG

Degree/Diploma

Others

38%

32

Table 3.1.7 Number of members in the family of the respondents

Number of members in the Frequency Percent

family

up to 2 20 17.9

2 to 4 61 54.5

4 to 6 26 23.2

above 6 5 4.5

Total 112 100 Source: Primary Data

INTERPRETATION

From the above table it is inferred that above 17.9 % of the respondents are up to

2 members, 54.5 % of the respondents are 2 to 4 , 23.2 % of the respondents are 4 to 6 and 4.5%

are above 6.

Chart 3.1.7 Number of members in the family of the respondents

5% 23%

18%

up to 2

2 to 4

4 to 6

above 6

54%

33

Table 3.1.8 Satisfaction Level of the respondents

Level of Satisfaction Frequency Percent

Satisfied 46 41.1 high satisfied 25 22.3

less satisfied 22 19.6

Not satisfied 11 9.8

Not able to say 8 7.1

Total 112 100.0 Source: Primary Data

INTERPRETATION

From the above table it is inferred that naga products in 41.1 % of the respondents

are satisfied, 22.3 % of the respondents are high satisfied , 19.6 % of the respondents are not

satisfied and 7.1% respondents are Not able to say.

Chart 3.1.8 Satisfaction level of the respondents

7%

10% 41%

Satisfied

20%

high satisfied

less satisfied

Not satisfied

22%

Not able to say

34

Table 3.1.9 Choice of the respondents

choice Frequency Percent

cost & quality 30 26.8

Satisfaction 42 37.5

product weight 21 18.8

price & quality 19 17.0

Total 112 100 Source: Primary Data

INTERPRETATION

From the above table it is inferred that above 26.8 % of the respondents give

preferred cost and quality , 37.5 % of the respondents are preferred satisfaction , 18.8 % of the

respondents are preferred product weight and 17.0% are preferred price and quality.

Chart 3.1.9 Choice of the respondents

17% 27%

cost & quality 19%

Satisfaction

product weight

price & quality

37%

35

3.2 CHI-SQUARE TESTS

3.2.1 Table Representing Chi-Square analysis on type of packaging to prefer with respect

to Age

Hypothesis – There is no association between type of packaging to prefer and age

Type of packaging to prefer

Keep Keep Provide

Preserve

food for

Chi-

Age product product information

Total Sig. Result long square

clean & in good regarding

/lasting

untouched condition ingredients

fresher

Below

20 yrs 1 4 9 2 16

21-30 years 15 7 10 16 48

31-40 17.838 0.037 S

yrs 7 6 9 14 36

above 40 yrs 3 5 1 3 12

Total 26 22 29 35 112

INTERPRETATION:

From the above table, the significant value of reason for type of packaging to prefer is

found to be 0.037 ,which is less than 0.05. So, The chi-square value denotes that there is an

relationship between the type of packaging to prefer and age of respondents.

36

3.2.2 Table Representing Chi-Square analysis on type of packaging to prefer with respect

to Gender

Hypothesis – There is no association between type of packaging to prefer and gender

Type of packaging to prefer

Keep Keep Provide

Preserve

food for

Chi-

Gender product product information

Total Sig. Result long square

clean & in good regarding

/lasting

untouched condition ingredients

fresher

Male 5 5 6 7 23

Female 21 17 23 28 89 0.098 0.992 NS

Total 26 22 29 35 112

INTERPRETATION:

From the above table,the significant value for type of packaging to prefer is found to be

0.992 ,which is greater than 0.05. So,The chi-square value denotes that there is a no

relationship between type of packaging to prefer and gender of respondents.

37

3.2.3 Table Representing Chi-Square analysis on type of packaging to prefer with respect

to Marital Status

Hypothesis – There is no association between type of packaging to prefer and marital

status

Type of packaging to prefer

Keep Keep Provide

Preserve

Marital food for

Chi-

product product information

Total Sig. Result Status long

square

clean & in good regarding

/lasting

untouched condition ingredients

fresher

Married 22 16 19 33 90

Unmarried 4 6 10 2 22 9.458 0.024 NS

Total 26 22 29 35 112

INTERPRETATION:

From the above table,the significant value type of packaging to preferis found to be

0.024 ,which is greater than 0.05. So,The chi-square value denotes that there is a no

relationship between type of packaging to prefer and Marital Status of respondents.

38

3.2.4 Table Representing Chi-Square analysis on type of packaging to prefer with respect

to educational qualification Hypothesis – There is no association between type of packaging to prefer and educational

qualification

Educational

Qualification

Type of packaging to prefer

Total Chi-

square Sig. Result

Keep

product

clean &

untouched

Keep

product

in good

condition

Provide

information

regarding

ingredients

Preserve

food for

long

/lasting

fresher

Schooling 14 8 12 13 47

14.305 0.112 NS

PG 0 4 5 9 18

Degree/Diploma 10 6 10 13 39

Others 2 4 2 0 8

Total 26 22 29 35 112

INTERPRETATION:

From the above table,the significant value of reason for type of packaging to prefer is

found to be 0.112 ,which is greater than 0.05. So,The chi-square value denotes that there is

a no relationship between type of packaging to prefer and Marital Status of respondents.

39

3.2.5 Table Representing Chi-Square analysis on type of packaging to prefer with respect

to Occupational Status

Hypothesis – There is no association between type of packaging to prefer and

occupational status

Type of packaging to prefer

Keep Keep Provide

Preserve

Occupational food for

Chi-

product product information Total Sig. Result Status long square

clean & in good regarding

/lasting

untouched condition ingredients

fresher

Business 6 5 1 5 17

Self-

Employed 10 7 7 8 32 12.429 0.19 S

House wife 6 9 13 16 44

Others 4 1 8 6 19

Total 26 22 29 35 112

INTERPRETATION:

From the above table,the significant value of reason for type of packaging to prefer is

found to be 0.19 ,which is greater than 0.05. So,The chi-square value denotes that there is

a no relationship between type of packaging to prefer and Marital Status of respondents.

40

3.2.6 Table Representing Chi-Square analysis on packaging to prefer with respect to

Income (Monthly)

Hypothesis – There is no association between reason for purchase frozen food

Type of packaging to prefer

Keep Keep Provide

Preserve

Income

food for

Chi-

product product information

Total Sig. Result (Monthly)

long square

clean & in good regarding

/lasting

untouched condition ingredients

fresher

up to Rs

5,000 7 8 14 8 37

5,000- 10,000 13 5 11 14 43

10,000- 13.541 0.14 NS

20,000 4 5 3 11 23

Above

20,000 2 4 1 2 9

Total 26 22 29 35 112

INTERPRETATION:

From the above table,the significant value of reason for type of packaging to prefer is

found to be 0.14 ,which is greater than 0.05. So,The chi-square value denotes that there is

a no relationship between type of packaging to prefer and Marital Status of respondents.

41

3.2.7 Table Representing Chi-Square analysis on type of packaging to prefer with respect

to Number of members in the family

Hypothesis – There is no association between type of packaging to prefer and number

of members in the family

Number Type of packaging to prefer

Preserve

of Keep Keep Provide

food for

Chi-

members product product information Total Sig. Result long square

in the clean & in good regarding

/lasting

family untouched condition ingredients

fresher

up to 2 6 1 7 6 20

2 to 4 11 11 20 19 61

4 to 6 7 7 2 10 26 17.361 0.043 S

above 6 2 3 0 0 5

Total 26 22 29 35 112

INTERPRETATION:

From the above table, the significant value of reason for type of packaging to prefer is

found to be 0.043 ,which is greater than 0.05. So, The chi-square value denotes that there is

a relationship between type of packaging to prefer and Marital Status of respondents.

42

3.2.8 Table Representing Chi-Square analysis on expected factors with respect of Age

Hypothesis – There is no association between expected factors and age

Expected factors Chi-

Age

Total Sig. Result

Good

Affordable Hygiene Quantity Quality square

Package price

Below

20 yrs 9 4 1 1 1 16

21-30

years 13 7 9 10 9 48

31-40 16.637 0.164 NS yrs 7 7 6 7 9 36

above

40 yrs 1 2 5 2 2 12

Total 30 20 21 20 21 112

INTERPRETATION:

From the above table,the significant value of expected factors is found to be 0.164,

which is greater than 0.05. So,The chi-square value denotes that there is a no

relationship between expected factors and Marital Status of respondents.

43

3.2.9 Table Representing Chi-Square analysis on expected factors with respect of gender

Hypothesis – There is no association between expected factors and gender

Expected factors Chi-

Gender

Good

Affordable Total Sig. Result Hygiene Quantity Quality square

Package price

Male 4 4 4 4 7 23

Female 26 16 17 16 14 89 3.097 0.542 NS

Total 30 20 21 20 21 112

INTERPRETATION:

From the above table, the significant value of expected factors is found to be 0.542

,which is greater than 0.05. So, The chi-square value denotes that there is a no

relationship between expected factors and Gender of respondents.

44

3.2.10 Table Representing Chi-Square analysis on expected factors with respect of

marital status

Hypothesis – There is no association between expected factors and marital status

Marital Expected factors

Chi-

Good

Affordable Total Sig. Result Status Hygiene Quantity Quality square

Package price

Married 18 15 19 18 20 90

Unmarried 12 5 2 2 1 22 13.727 0.008 NS

Total 30 20 21 20 21 112

INTERPRETATION:

From the above table, the significant value of expected factors is found to be 0.008,

which is greater than 0.05. So, The chi-square value denotes that there is a no

relationship between expected factors and Marital Status of respondents.

45

3.2.11 Table Representing Chi-Square analysis on expected factors with respect of

educational qualification

Hypothesis – There is no association between expected factors and educational

qualification

Educational Expected factors

Chi-

Total Sig. Result

Good

Affordable Qualification

Hygiene Quantity Quality square

Package price

Schooling 13 6 7 7 14 47

PG 5 4 0 5 4 18

Degree/Diploma 10 9 11 6 3 39 17.552 0.13 NS

Others 2 1 3 2 0 8

Total 30 20 21 20 21 112

INTERPRETATION:

From the above table, the significant value of expected factors is found to be 0.13 ,which

is greater than 0.05. So, The chi-square value denotes that there is a no relationship between

expected factors and educational qualification of respondents.

46

3.2.12 Table Representing Chi-Square analysis on expected factors with respect of

occupational status

Hypothesis – There is no association between expected factors and occupational status

Occupational Expected factors

Chi-

Total Sig. Result

Good

Affordable Status Hygiene Quantity Quality square

Package price

Business 2 4 2 4 5 17

Self-

Employed 9 6 7 6 4 32

22.677 0.031 S House wife 7 9 8 10 10 44

OTHERS 12 1 4 0 2 19

Total 30 20 21 20 21 112

INTERPRETATION:

From the above table, the significant value of expected factors is found to be 0.031

,which is greater than 0.05. So, The chi-square value denotes that there is a

relationship between expected factors and occupational Status of respondents.

47

3.2.13 Table Representing Chi-Square analysis on expected factors with respect of Income

Hypothesis – There is no association between expected factors and income

Income Expected factors

Chi-

Total Sig. Result

Good

Affordable (Monthly) Hygiene Quantity Quality square

Package price

up to Rs

5,000 9 9 4 6 9 37

5,000-

10,000 17 7 11 6 2 43

10,000- 34.583 0.001 S 20,000 2 2 6 3 10 23

Above

20,000 2 2 0 5 0 9

Total 30 20 21 20 21 112

INTERPRETATION:

From the above table, the significant value of expected factors is found to be 0.001,

which is less than 0.05. So, The chi-square value denotes that there is a relationship between

expected factors and income of respondents.

48

3.2.14 Table Representing Chi-Square analysis on expected factors with respect of number

of members in the family

Hypothesis – There is no association between expected factors and number of members in

the family

Number Expected factors of

Chi-

members

Good

Affordable Total Sig. Result Hygiene Quantity Quality square

in the Package price

family

up to 2 11 3 2 0 4 20

2 to 4 13 14 9 13 12 61

4 to 6 5 2 9 6 4 26 19.186 0.084 NS

above 6 1 1 1 1 1 5

Total 30 20 21 20 21 112

INTERPRETATION:

From the above table, the significant value of expected factors is found to be 0.084,

which is greater than 0.05. So, The chi-square value denotes that there is a no relationship

between expected factors and Number of members in the family of the respondents.

49

3.3 ANOVA ANALYSIS

3.3.1 Table Representing ANOVA on factors influence on purchase with respect to Age

Hypothesis:- There is no significant differences between factors Influence on purchase and Age

purchase

Age N Mean SD

Sum of Mean

F Sig. Result Influence Squares Square

Below 20 yrs 16 2.375 0.95743

Food 21-30 years 48 2.0208 0.93375

31-40 yrs 36 1.9722 0.84468 2.325 0.775 0.872 0.458 NS availability

above 40 yrs 12 2.25 1.21543

Total 112 2.0804 0.94094

Below 20 yrs 16 2.5625 1.45917

21-30 years 48 2.5 1.22039

Convenience31-40 yrs 36 2.9444 1.1939 8.998 2.999 1.878 0.138 NS above 40 yrs 12 3.3333 1.37069 Total 112 2.7411 1.27869

Below 20 yrs 16 2.9375 1.06262

Change in 21-30 years 48 2.7292 1.41029

31-40 yrs 36 2.5556 1.29713 3.864 1.288 0.766 0.515 NS food habit

above 40 yrs 12 2.25 1.05529

Total 112 2.6518 1.29246

Below 20 yrs 16 2.3125 1.13835

Health 21-30 years 48 3.1042 1.17128

31-40 yrs 36 2.4722 1.15847 11.861 3.954 2.942 0.036 S Concerns

above 40 yrs 12 2.75 1.13818

Total 112 2.75 1.18929

Below 20 yrs 16 3.125 1.62788

Place of 21-30 years 48 2.875 1.34678

31-40 yrs 36 2.7222 1.11127 3.924 1.308 0.709 0.548 NS residence

above 40 yrs 12 2.4167 1.67649

Total 112 2.8125 1.35255

Below 20 yrs 16 2.5 1.09545

21-30 years 48 2.75 1.31278

Price 31-40 yrs 36 2.6667 1.19523 3.298 1.099 0.704 0.552 NS above 40 yrs 12 3.1667 1.33712 Total 112 2.7321 1.24468

Below 20 yrs 16 3.25 1.06458

21-30 years 48 2.7292 1.4253

Life style 31-40 yrs 36 2.8333 1.55839 3.854 1.285 0.602 0.615 NS above 40 yrs 12 3.0833 1.72986

Total 112 2.875 1.45271

50

INTERPRETATION

From the ANOVA table it is identified that mean value of food availability, is found to be

2.0804, and factors such as Convenience, Change in food habit, Health Concerns, Place of residence,

Price and Life style is found to be 2.7 .It’s conclude that it has influence by the age of respondents.

The significant value of health concern found to be 0.036 significant. Hence , respondents belongs to

21-30 years doesn’t have concern over health and other factors such as Food availability, Convenience, Change in food habit, Place of residence, Price and Life style are

not significant. So it concluded there is no opinion among the age of respondents.

51

3.3.2 Table Representing ANOVA on factors influence on purchase with respect to Gender

Hypothesis:- There is no significant differences between factors Influence on purchase and gender

purchase Influence Gender N Mean SD Sum of Mean

F Sig. Result Squares Square

Male 23 2.3043 0.87567

Food availability Female 89 2.0225 0.95319 1.452 1.452 1.65 0.202 NS

Total 112 2.0804 0.94094

Male 23 2.6522 1.26522

Convenience Female 89 2.764 1.28826 0.229 0.229 0.139 0.71 NS

Total 112 2.7411 1.27869

Change in food Male 23 2.4783 1.344

Female 89 2.6966 1.28279 0.872 0.872 0.519 0.473 NS habit

Total 112 2.6518 1.29246

Male 23 2.6957 1.49042

Health Concerns Female 89 2.764 1.10805 0.085 0.085 0.06 0.807 NS

Total 112 2.75 1.18929

Male 23 2.6087 1.52968

Place of residence Female 89 2.8652 1.30724 1.202 1.202 0.655 0.42 NS

Total 112 2.8125 1.35255

Male 23 2.8261 1.30217

Price Female 89 2.7079 1.23585 0.255 0.255 0.164 0.687 NS

Total 112 2.7321 1.24468

Male 23 3.0435 1.4295

Life style Female 89 2.8315 1.46346 0.822 0.822 0.387 0.535 NS

Total 112 2.875 1.45271

INTERPRETATION

From the ANOVA table it is identified that purchase Influence such as Food availability,

Convenience, Change in food habit, Health Concerns, Place of residence, Price and Life style are

not significant. Since the significant value is more than 0.05 in factors of purchase influence such

as Food availability, Convenience, Change in food habit, Health Concerns, Place of residence,

Price and Life style is the opinion of the respondents is no association with gender of

respondents. So, It is clear that the hypothesis is rejected for these factors.

52

3.3.3 Table Representing ANOVA on factors influence on purchase with respect to Marital status

Hypothesis:- There is no significant differences between Purchase Influence and marital status

purchase Marital

N Mean SD

Sum of Mean

F Sig. Result Influence Status Squares Square

Food Married 90 2.0444 0.923

Unmarried 22 2.2273 1.02036 0.591 0.591 0.665 0.416 NS availability

Total 112 2.0804 0.94094

Married 90 2.8444 1.22622

Convenience Unmarried 22 2.3182 1.42716 4.896 4.896 3.05 0.084 NS

Total 112 2.7411 1.27869

Change in food Married 90 2.5667 1.30728

3.32 3.32 2.005 0.16 NS Unmarried 22 3 1.19523 habit

Total 112 2.6518 1.29246

Health Married 90 2.8444 1.19842

4.087 4.087 2.94 0.089 NS Unmarried 22 2.3636 1.09307 Concerns

Total 112 2.75 1.18929

Place of Married 90 2.7556 1.30092

1.486 1.486 0.811 0.37 NS Unmarried 22 3.0455 1.55769 residence

Total 112 2.8125 1.35255

Married 90 2.8778 1.23459

Price Unmarried 22 2.1364 1.12527 9.718 9.718 6.588 0.012 S

Total 112 2.7321 1.24468

Married 90 2.8889 1.50985

Life style Unmarried 22 2.8182 1.22032 0.088 0.088 0.042 0.839 NS

Total 112 2.875 1.45271

INTERPRETATION

From the ANOVA table it is identified that mean value of price is found to be 0.012 and other

purchase Influence such as Food availability, Convenience, Change in food habit, Health

Concerns, Place of residence and Life style is found to be more than 0.005.So,It concluded that

there is no significant differences between types of Purchase Influence and marital status .

53

3.3.4 Table Representing ANOVA on factors influence on purchase with respect to Educational qualification

Hypothesis:- There is no significant differences between Purchase Influence and educational qualification

purchase Educational

N Mean SD

Sum of Mean

F Sig. Result Influence qualification Squares Square

Schooling 47 2.3617 0.94237

Food PG 18 1.7778 0.64676

Degree/Diploma 39 1.9487 0.97194 6.917 2.306 2.726 0.048 S availability

Others 8 1.75 1.0351

Total 112 2.0804 0.94094

Schooling 47 3.1064 1.28932

PG 18 2.3889 1.0369

Convenience Degree/Diploma 39 2.4872 1.18925 11.127 3.709 2.351 0.076 NS

Others 8 2.625 1.76777

Total 112 2.7411 1.27869

Schooling 47 2.4894 1.15857

Change in PG 18 3.1111 1.56765

Degree/Diploma 39 2.5641 1.23106 6.307 2.102 1.268 0.289 NS food habit

Others 8 3 1.60357

Total 112 2.6518 1.29246

Schooling 47 2.7447 1.13191

Health PG 18 2.6111 1.28973

Degree/Diploma 39 2.7949 1.32147 0.552 0.184 0.127 0.944 NS Concerns

Others 8 2.875 0.64087

Total 112 2.75 1.18929

Schooling 47 3.0426 1.55979

Place of PG 18 2.6111 1.46082

Degree/Diploma 39 2.641 1.0384 4.395 1.465 0.796 0.498 NS residence

Others 8 2.75 1.16496

Total 112 2.8125 1.35255

Schooling 47 2.4681 1.34893

PG 18 3.2222 0.80845

Price Degree/Diploma 39 2.8974 1.23106 9.686 3.229 2.149 0.098 NS

Others 8 2.375 1.18773

Total 112 2.7321 1.24468

Schooling 47 3.1277 1.40831

PG 18 3 1.28338

Life style Degree/Diploma 39 2.7179 1.58859 12.244 4.081 1.985 0.12 NS

Others 8 1.875 0.99103

Total 112 2.875 1.45271

54

INTERPRETATION

From the ANOVA table it is identified that mean value of food availability is found to be

0.048 and other factors of purchase Influence such as Convenience, Change in food habit, Health

Concerns, Place of residence, Price and Life style are found to be no significant. Since the

significant value is more than 0.05 in dimensions such as Food availability, Convenience, Change

in food habit, Health Concerns, Place of residence, Price and Life style is the opinion of the

respondents is not differed based on the Customers. It is clear that the hypothesis is rejected for

these dimensions.

55

3.3.5 Table Representing ANOVA on purchase influence with respect to Occupational

Hypothesis:- There is no significant differences between Purchase Influence and occupational

purchase

Occupational N Mean SD

Sum of Mean

F Sig. Result Influence Squares Square

Business 17 1.7647 0.75245

Food Self-Employed 32 2.0625 0.91361

House wife 44 2.0227 0.95208 5.629 1.876 2.187 0.094 NS availability

Others 19 2.5263 1.02026

Total 112 2.0804 0.94094

Business 17 2.8235 1.23669

Self-Employed 32 2.5 1.27

Convenience House wife 44 2.6591 1.23784 7.45 2.483 1.541 0.208 NS Others 19 3.2632 1.36797 Total 112 2.7411 1.27869

Business 17 2.5294 1.32842

Change in Self-Employed 32 2.7188 1.46429

House wife 44 2.3864 1.10424 10.6 3.533 2.183 0.094 NS food habit

Others 19 3.2632 1.24017

Total 112 2.6518 1.29246

Business 17 3 1.27475

Health Self-Employed 32 2.9688 1.1496

House wife 44 2.75 1.16389 9.255 3.085 2.255 0.086 NS Concerns

Others 19 2.1579 1.11869

Total 112 2.75 1.18929

Business 17 3.3529 1.45521

Place of Self-Employed 32 2.5 1.21814

House wife 44 2.8864 1.24295 8.643 2.881 1.6 0.194 NS residence

Others 19 2.6842 1.63478

Total 112 2.8125 1.35255

Business 17 2.9412 0.89935

Self-Employed 32 2.3438 1.26004

Price House wife 44 2.7955 1.30437 7.698 2.566 1.687 0.174 NS Others 19 3.0526 1.26814 Total 112 2.7321 1.24468

Business 17 3.5294 1.32842

Self-Employed 32 2.7813 1.36155

Life style House wife 44 2.5682 1.51577 13.224 4.408 2.154 0.098 NS

Others 19 3.1579 1.42451

Total 112 2.875 1.45271

56

INTERPRETATION

From the ANOVA table it is identified that mean value of purchase Influence such as

Food availability, Convenience, Change in food habit, Health Concerns, Place of residence, Price

and Life style are not significant. Since the significant value is more than 0.05 in factors of

purchase influence such as Food availability, Convenience, Change in food habit, Health

Concerns, Place of residence, Price and Life style is not differed based on the occupation of the

respondents. So, It is conclude that there is no significant differences between types of Purchase

Influence and occupational.

57

3.3.6 Table Representing ANOVA on purchase influence with respect to Income

Hypothesis:- There is no significant differences between factors of Purchase Influence and income

purchase

Income N Mean SD

Sum of Mean

F Sig. Result Influence Squares Square

up to Rs 5,000 37 2.3243 1.0015

Food 5,000-10,000 43 1.8837 0.93119

10,000-20,000 23 1.7826 0.67126 10.281 3.427 4.206 0.007 S availability

Above 20,000 9 2.7778 0.83333

Total 112 2.0804 0.94094

up to Rs 5,000 37 2.3514 1.15989

5,000-10,000 43 3.1628 1.28971

Convenience 10,000-20,000 23 2.3478 1.22877 19.981 6.66 4.454 0.005 S

Above 20,000 9 3.3333 1.11803 Total 112 2.7411 1.27869

up to Rs 5,000 37 2.7297 1.1937

Change in 5,000-10,000 43 2.3953 1.27503

10,000-20,000 23 3.1304 1.48643 9.235 3.078 1.887 0.136 NS food habit

Above 20,000 9 2.3333 1.00000

Total 112 2.6518 1.29246

up to Rs 5,000 37 2.6486 1.00599

Health 5,000-10,000 43 2.8605 1.30167

10,000-20,000 23 2.6957 1.25896 0.98 0.327 0.226 0.878 NS Concerns

Above 20,000 9 2.7778 1.30171

Total 112 2.75 1.18929

up to Rs 5,000 37 2.7568 1.38254

Place of 5,000-10,000 43 2.8605 1.31984

10,000-20,000 23 2.8696 1.51671 0.48 0.16 0.085 0.968 NS residence

Above 20,000 9 2.6667 1.11803

Total 112 2.8125 1.35255

up to Rs 5,000 37 2.5405 1.28224

5,000-10,000 43 3.0698 1.33444

Price 10,000-20,000 23 2.5652 0.94514 8.332 2.777 1.833 0.145 NS

Above 20,000 9 2.3333 1.11803 Total 112 2.7321 1.24468

up to Rs 5,000 37 2.9189 1.32032

5,000-10,000 43 2.8372 1.60253

Life style 10,000-20,000 23 2.6957 1.32921 2.763 0.921 0.43 0.732 NS

Above 20,000 9 3.3333 1.65831

Total 112 2.875 1.45271

58

INTERPRETATION

From the ANOVA table it is identified that mean value of food availability is found to be

0.007 and convenience is found to be 0.005 and other factors of purchase Influence such as Food

availability, Convenience, Change in food habit, Health Concerns, Place of residence, Price and

Life style are not significant. Since the significant value is more than 0.05 in purchase influence

such as Food availability, Convenience, Change in food habit, Health Concerns, Place of

residence, Price and Life style is the opinion of the respondents is not differed based on the

income of the respondents. So, It is conclude that, there is no significant differences between

types of Purchase Influence and opinion on customers.

59

3.3.7 Table Representing ANOVA on purchase Influence with respect to Number of members in the family

Hypothesis:- There is no significant differences between types of Purchase Influence and number of members in the family

purchase No. of family Sum of Mean

Influence members N Mean SD Squares Square F Sig. Result

up to 2 20 1.9 0.91191

2 to 4 61 2.3607 0.96666

4 to 6 26 1.6154 0.69725 11.457 3.819 4.751 0.004 S

Food above 6 5 1.8 0.83666

availability Total 112 2.0804 0.94094

up to 2 20 2.3 1.0311

2 to 4 61 2.8361 1.26728

4 to 6 26 2.8462 1.43366 4.746 1.582 0.967 0.411 NS above 6 5 2.8 1.48324

Convenience Total 112 2.7411 1.27869

up to 2 20 2.35 1.30888

2 to 4 61 2.7213 1.34327

4 to 6 26 2.7692 1.21021 2.792 0.931 0.16 0.923 NS

Change in above 6 5 2.4 1.14018

food habit Total 112 2.6518 1.29246

up to 2 20 2.65 1.34849

2 to 4 61 2.8197 1.31032

4 to 6 26 2.6923 0.67937 0.695 0.232 0.32 0.811 NS

Health above 6 5 2.6 1.34164

Concerns Total 112 2.75 1.18929

up to 2 20 2.95 1.14593

2 to 4 61 2.8033 1.48121

4 to 6 26 2.6538 1.29437 1.789 0.596 3.132 0.029 S

Place of above 6 5 3.2 0.83666

residence Total 112 2.8125 1.35255

up to 2 20 3.35 1.1821

2 to 4 61 2.7541 1.27352

4 to 6 26 2.3077 1.04954 13.764 4.588 1.971 0.123 NS

above 6 5 2.2 1.30384

Price Total 112 2.7321 1.24468

up to 2 20 3.25 1.55174

2 to 4 61 3 1.39044

4 to 6 26 2.3077 1.4634 12.162 4.054 0.43 0.732 NS above 6 5 2.8 1.30384

Life style Total 112 2.875 1.45271

60

INTERPRETATION

From the ANOVA table it is identified that mean value of food availability is found to be

0.004 and Place of residence is found to be 0.029 and other factors of purchase Influence such as

Convenience, Change in food habit, Health Concerns, Price and Life style is not significant.

Since the significant value is more than 0.05 in purchase influence factors such as Food

availability, Convenience, Change in food habit, Health Concerns, Place of residence, Price and

Life style is the opinion of the respondents is not association with number of members in the

family.

61

3.3.8 Table Representing ANOVA on Customer Expectations with respect to Age

Hypothesis:- There is no significant differences between customer Expectations and Age

Expectations Age N Mean SD Sum of Mean F Sig. Result

Squares Square

Read to cook Below 20 yrs 16 2.25 1.43759 8.44 2.813 2.276 0.084 NS

21-30 years 48 1.9375 0.998

Total 112 2.0982 1.13073

Time-saving Below 20 yrs 16 2.1875 0.75 1.388 0.463 0.708 0.549 NS

21-30 years 48 2.25 0.88726

31-40 yrs 36 2.2222 0.63746

Less Below 20 yrs 16 2.125 1.20416 4.485 1.495 1.656 0.181 NS

likelihood of

21-30 years 48 2.6875 0.85443 wastage

Total 112 2.4821 0.95843

Long storage Below 20 yrs 16 2.1875 0.83417 6.427 2.142 1.689 0.174 NS

life

21-30 years 48 2.8333 1.22619

Total 112 2.6518 1.13669

Taste and Below 20 yrs 16 3.25 1.34164 1.075 0.358 0.224 0.88 NS

Healthy

21-30 years 48 3.3333 1.32622

Total 112 3.2679 1.2519

Nutritious Below 20 yrs 16 3.5625 0.89209 10.531 3.51 2.149 0.098 NS

21-30 years 48 2.7708 1.38748

Total 112 3.0268 1.29768

Less usage of Below 20 yrs 16 3.25 1.06458 5.385 1.795 1.333 0.268 NS

additives

21-30 years 48 2.7917 1.27092

Total 112 2.7857 1.16579

Looks Below 20 yrs 16 4 1.1547 29.206 9.735 6.73 0 S

appealing

31-40 yrs 36 2.8889 1.16565

Total 112 2.9286 1.29249

62

Natural Below 20 yrs 16 2.5625 0.96393 0.998 0.333 0.195 0.9 NS

Flavour

21-30 years 48 2.8333 1.50649

Total 112 2.7411 1.29271

More Below 20 yrs 16 3.4375 1.15289 9.081 3.027 2.051 0.111 NS

hygienic

above 40 yrs 12 2.5 1.08711

Total 112 2.7589 1.23205

Fresher than Below 20 yrs 16 3.125 0.88506 1.706 0.569 0.343 0.795 NS

fresh

31-40 yrs 36 3.3056 1.47007

Total 112 3.1339 1.27693

Less handled Below 20 yrs 16 3.1875 1.42449 5.555 1.852 0.947 0.421 NS

21-30 years 48 2.7917 1.28756

Total 112 2.8929 1.39728

INTERPRETATION

From the ANOVA table it is identified that mean value of looks appealing is found to be

0.00 which is less than 0.005.It is concluded that is has a significant only in looks appealing

among other factors such as Read to cook, Time-saving, Less likelihood of wastage, Long

storage life, Taste and Healthy, Nutritious, Less usage of additives, Looks appealing, Natural

Flavor, More hygienic, Fresher than fresh and Less handled are not significant. Hence, It is clear

that there is no association differences between expectations and age.

63

3.3.9 Table Representing ANOVA on Expectations with respect to Gender

Hypothesis:- There is no significant differences between Expectations and Gender

Expectations Gender N Mean SD Sum of Mean F Sig. Result

Squares Square

Read to cook Male 23 1.7391 0.91539 3.732 3.732 2.971 0.088 NS Female 89 2.191 1.16655

Total 112 2.0982 1.13073

Time-saving Male 23 2.3043 1.01957 0.039 0.039 0.059 0.809 NS Female 89 2.2584 0.74663

Total 112 2.2679 0.80519

Less likelihood Male 23 2.3913 1.11759 0.239 0.239 0.258 0.612 NS

of wastage Female 89 2.5056 0.91854

Total 112 2.4821 0.95843

Long storage Male 23 2.7391 1.05388 0.221 0.221 0.17 0.681 NS

life Female 89 2.6292 1.16172

Total 112 2.6518 1.13669

Taste and Male 23 3.1304 1.35862 0.547 0.547 0.347 0.557 NS

Healthy Female 89 3.3034 1.22849

Total 112 3.2679 1.2519

Nutritious Male 23 2.913 1.08347 0.374 0.374 0.221 0.639 NS Female 89 3.0562 1.35143

Total 112 3.0268 1.29768

Less usage of Male 23 2.7826 1.27766 0 0 0 0.989 NS

additives Female 89 2.7865 1.14288

Total 112 2.7857 1.16579

Looks Male 23 3 1.3817 0.148 0.148 0.088 0.768 NS

appealing Female 89 2.9101 1.27601

Total 112 2.9286 1.29249

Natural Male 23 2.6087 1.33958 0.507 0.507 0.302 0.584 NS

Flavour Female 89 2.7753 1.28587

Total 112 2.7411 1.29271

More hygienic Male 23 2.8261 1.40299 0.131 0.131 0.085 0.771 NS Female 89 2.7416 1.1921

Total 112 2.7589 1.23205

Fresher than Male 23 2.913 1.41142 1.412 1.412 0.865 0.354 NS

fresh Female 89 3.191 1.24203

Total 112 3.1339 1.27693

Less handled Male 23 3.087 1.41142 1.09 1.09 0.556 0.457 NS Female 89 2.8427 1.39723

Total 112 2.8929 1.39728

64

INTERPRETATION

From the ANOVA table it is identified that Expectations on frozen chapatti and paratha

such as Read to cook, Time-saving, Less likelihood of wastage, Long storage life, Taste and

Healthy, Nutritious, Less usage of additives, Looks appealing, Natural Flavor, More hygienic

,Fresher than fresh and Less handled is not depends on the gender of respondents. Since the

significant value is more than 0.05 in the expectation factors such as Read to cook, Time-saving,

Less likelihood of wastage, Long storage life, Taste and Healthy, Nutritious, Less usage of

additives, Looks appealing, Natural Flavor, More hygienic ,Fresher than fresh and Less handled

the opinion of the respondents is not differed based on the customers. There is no significant

differences between Expectations and Gender.

65

3.3.10 Table Representing ANOVA on Expectations with respect to Marital Status

Hypothesis:- There is no significant differences between Expectations and Marital Status

Expectations Marital

N Mean SD Sum of Mean

F Sig. Result Status Squares Square

Married 90 2.1 1.10209

Read to cook Unmarried 22 2.0909 1.26901 0.001 0.001 0.001 0.973 NS

Total 112 2.0982 1.13073

Married 90 2.3111 0.82984

Time-saving Unmarried 22 2.0909 0.68376 0.857 0.857 0.857 1.326 NS Total 112 2.2679 0.80519

Less Married 90 2.5222 0.86411

likelihood of Unmarried 22 2.3182 1.2868 0.736 0.736 0.736 0.8 NS

wastage Total 112 2.4821 0.95843

Long storage Married 90 2.7222 1.15172

Unmarried 22 2.3636 1.0486 2.273 2.273 2.273 1.772 NS life

Total 112 2.6518 1.13669

Taste and Married 90 3.3111 1.18648

Unmarried 22 3.0909 1.50899 0.857 0.857 0.545 0.462 NS Healthy

Total 112 3.2679 1.2519

Married 90 3.0222 1.32375

Nutritious Unmarried 22 3.0455 1.21409 0.01 0.01 0.006 0.94 NS

Total 112 3.0268 1.29768

Less usage of Married 90 2.7222 1.19951

Unmarried 22 3.0455 0.99892 1.847 1.847 1.363 0.245 NS additives

Total 112 2.7857 1.16579

Looks Married 90 2.7333 1.2252

Unmarried 22 3.7273 1.2792 17.465 17.47 11.44 0.001 S appealing

Total 112 2.9286 1.29249

Natural Married 90 2.8 1.34248

Unmarried 22 2.5 1.05785 1.591 1.591 0.952 0.331 NS Flavour

Total 112 2.7411 1.29271

Married 90 2.7 1.22199

More hygienic Unmarried 22 3 1.27242 1.591 1.591 1.049 0.308 NS Total 112 2.7589 1.23205

Fresher than Married 90 3.2222 1.31352

Unmarried 22 2.7727 1.066 3.572 3.572 2.215 0.14 NS fresh

Total 112 3.1339 1.27693

Married 90 2.8333 1.43198

Less handled Unmarried 22 3.1364 1.24577 1.623 1.623 0.83 0.364 NS Total 112 2.8929 1.39728

66

More Married 90 2.7 1.22199

Unmarried 22 3 1.27242 1.591 1.591 1.049 0.308 NS hygienic

Total 112 2.7589 1.23205

Fresher than Married 90 3.2222 1.31352

Unmarried 22 2.7727 1.066 3.572 3.572 2.215 0.14 NS fresh

Total 112 3.1339 1.27693

Married 90 2.8333 1.43198

Less handled Unmarried 22 3.1364 1.24577 1.623 1.623 0.83 0.364 NS

Total 112 2.8929 1.39728

INTERPRETATION

From the ANOVA table it is identified that mean value of looks appealing is found to be

0.001 which is less than 0.005.It is concluded that is has a significant only in looks appealing

among other factors such as Read to cook, Time-saving, Less likelihood of wastage, Long

storage life, Taste and Healthy, Nutritious, Less usage of additives, Looks appealing, Natural

Flavor, More hygienic, Fresher than fresh and Less handled are not significant. Hence, It is clear

that there is no association differences between expectations and marital status .So, It is clear that

the hypothesis is rejected for these expectations.

67

CHAPTER - IV

SUMMARY OF FINDINGS, SUGGESTIONS AND CONCLUSION

4.1 FINDINGS

20.5 % of the respondents are Male, 79.5 % of the respondents are Females.

14.3 % of the respondents are less than 20 years, 42.9 % of the respondents are 21-30

years , 32.1 % of the respondents are 31-40 years and 10.7 % are above 40 years.

80.4% of the respondents are married and 19.6 % of the respondents are Unmarried.

42 % of the respondents are done schooling, 16.1 % of the respondents are done PG ,

34.8 % of the respondents are done Degree/Diploma and 7.1% of the respondents are

others.

15.2 % of the respondents are business, 28.6 % of the respondents are Self-Employed ,

39.3 % of the respondents are House wife and 17.1 % are others.

33 % of the respondents are up to Rs.5,000, 38.4 % of the respondents are 5,000-

10,000 , 20.5 % of the respondents are 10,000-20,000 and 8.0 % are above 20,000.

17.9 % of the respondents are up to 2 members, 54.5 % of the respondents are 2 to 4 ,

23.2 % of the respondents are 4 to 6 and 4.5% are above 6.

41.1 % of the respondents are satisfied, 22.3 % of the respondents are high satisfied ,

19.6 % of the respondents are not satisfied and 7.1% respondents are Not able to say.

26.8 % of the respondents give preferred cost and quality , 37.5 % of the respondents

are preferred satisfaction , 18.8 % of the respondents are preferred product weight and

17.0% are preferred price and quality.

Of the Expected characteristics frozen food factors presented, the significant value of

found to be greater than 0.05.So,It is concluded that there is no significant difference

between reason for purchase and demographic factors such as age, gender, marital

status, educational qualification, occupational status, income and number of members in

the family.

Of the Expected factors presented, the significant value of found to be greater than

0.05.So,It is concluded that there is no significant difference between reason for

purchase and demographic factors such as age, gender, marital status, educational

qualification, occupational status, income and number of members in the family.

68

Of the type of packaging to prefer factors presented, the significant value of found to be

greater than 0.05.So,It is concluded that there is no significant difference between

reason for purchase and demographic factors such as age, gender, marital status,

educational qualification, occupational status, income and number of members in the

family. Of the purchase influence factors, from ANOVA the significant value mostly found to

be greater than 0.05. So, It is concluded that there is no significant difference between

Food availability, Convenience, Change in food habit, price, Health Concerns, Place of

residenceand Life style and demographic factors such as age, gender, marital status,

educational qualification, occupational status, income and number of members in the

family. Ofthe expectations factors, from ANOVA the significant value mostly found to be

greater than 0.05. So, It is concluded that there is no significant difference between

Food availability, Convenience, Change in food habit, price, Health Concerns, Place of

residenceand Life style and demographic factors such as age, gender, marital status,

educational qualification, occupational status, income and number of members in the

family.

69

4.2 SUGGESTIONS

Based upon the analysis, following are some suggestions for the NAGA Company,

regarding the existing products.

Naga Product at present so many varieties available. But, they do not have customer

awareness about naga produces particularly Oats. Most of the respondents came to know about

the product through advertisement. So the Companies may give maximum importance to the

advertisement. It may increase the knowledge of the product.

For improving effectiveness of the scheme the management should focus on proper

timing of launching scheme, communication and transparency regarding sales promotion

schemes.

Glance at a wide variety of direct and indirect competitors to gauge where the price falls.

Use life cycle analysis to select the best pricing policy for satisfying anticipated customer trends

and winning market approval and market share growth.

70

4.3 CONCLUSION

It is concluded that mostly customer prefer naga products because of its availability,

quantity and quality.This study shows that there is a greater demand for frozen chapatti and

paratha segments and the major attraction for these products are convenience,availability and less

time consumption to cook. Due to life style changes and long working hours people are choosing

these products and ready to go with it. The availability of raw material to prepare one of the less

factors in deciding these products.There by the researcher has suggested naga should focus to

increase the distributionthrough all rural areas and there is a more market potential availability in

dindigul helps to increase the growth of the future market of Naga. The overall analyse of the

study indicate that at presents so many varieties of products available even the customer were

satisfied with product taste, quality, quantity cost, packing of the naga products in Dindigul

District.

APPENDICES

QUESTIONNAIRE

(A study on Customer satisfaction of Naga Products & Market potential

towards Naga Frozen Chapatti/paratha )

Name : Location :

Age Below 20 years 21-30 years 31-40 years Above 40 years

Gender Male Female

Marital status Married Unmarried

Educational qualification

Schooling PG Degree /Diploma Others ___________

Occupational status

Business Self-Employed House wife Others ____________

Income (monthly )

Up to Rs.5, 000 5,000 - 10 000 10,000 - Rs.20,000 Above 20,000

No. of members in the family

Up to 2 2 to 4 4 to 6 Above 6

1)Where do you generally buy your groceries from

Departmental stores Grocery shops Super Market

Convenient Stores Others _________________

2)How often do you use Naga Products?

Daily Once in two days Once in a week Twice a week

3)How long have you been using the range of Naga Product?

Just a few weeks Two years 3- 5 years More than 5 years

4)Have you satisfied with naga products?

Satisfied highly satisfied less satisfied Not satisfiedNot able to say

5)Please state how you would rate the appearance of our NAGA food products

Very Good Good Neutral Bad Very bad

6)Please state how you would rate this price of our NAGA food products

Very Good Good Neutral Bad Very bad

7)Please state how you would rate the taste & Quality of our NAGA food products

Very Good Good Neutral Bad Very bad

8)Please mention the features that you liked best about Naga product

Packaging Design Brand name Product weight Price& quality

9)Why you prefer Naga products. Because of

Cost & Quality Satisfaction Easy available Package Availability

10)Mention the frequency of purchase in the following products?

S.No Products Always Often Sometimes Not at all

1 Maida

2 Sooji (Rava)

3 Chakkiwala (Poori Atta)

4 Samba rava(special)

5 Samba rava(super fine)

6 Oats

11)Choosing appropriate factor for using naga products?

PRODUCTS Taste Affordable Easy to Life style Quality Packaging Availability

price cook changes

Maida

Sooji (Rava)

Chakkiwala

(Poori Atta)

Samba

Rava(Special)

Sambarava

(Super Fine)

Oats

12)Which factor affects your food choice ?

Income Nutrition knowledge Life style price & quality Taste

13)Which are the factors influences your purchase decision?

Economic life style Eating habits Income Education

14)Which factor affect for consuming naga products?

Quality & price Quantity Available Freshness

15)Have you hear about frozen chapatti/paratha?

I do I don’t first time

16) Which factor influencing you to purchase frozen chapatti and paratha ?

Factors Strongly agree Agree Neutral Disagree Strongly disagree

1. Food Availability

2. Life style

3. Price

4. Place of residence

5. Health Concerns

6. Change in food Habit

7. Convenience

17)Rank your expectations towards frozen chapatti and paratha ?

(5-strongly agree, 4- Agree, 3- Neutral, 2- Disagree, 1- disagree )

Expectations 5 4 3 2 1

1) Ready to Cook

2) Time-saving

3) Less likelihood of wastage

4) Long storage life

5) Tasty and Healthy

6) Nutritious

7) Less usage of Additives

8) Looks appealing

9) Natural Flavour

10) More hygienic

11) Fresher than fresh

12) Less handled

18)Is the reason you purchase frozen food?

Food habit changes Economic Level Time saving Taste Life style

19) Which characteristics do you expect in frozen chapatti/paratha?

Price Quality Quantity Packaging Others____________

20 )While purchasing frozen products what type of packaging do you prefer?

Keep product clean & untouched. Keep product in good condition

Provide information regarding ingredients Preserve food for long /lasting fresher

21) What would you expect in frozen chapatti/Paratha if naga launch?

Hygiene Good Package Quantity Quality Affordable price

22) What are you opinion towards naga products?

---------------------------------------------------------------------------------------------------------------.

Thank You

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WEBSITES

1. http://www.academicjournals.org

2. http://www.articlebase.com

3. http://www.businessdictionary.com

4. https://www.linkedin.com/pulse/research-project

5. http://www.nagamills.com

6. http://www.rieb.kobe-u.ac.jp

7. http://www.worldwidejournals.com