A

Project Study Report

On

Training Undertaken at

“CONSUMER BEHAVIOUR TOWARDS IN PARLE PRODUCT ”

Submitted in partial fulfillment for the Award of Degree of

Master of Business Administration

Submitted By : Submitted to :

MD.MANWAR KHAN Ms. Padma sharma

MBA III SEM Faculty

ARYA COLLEGE OF ENGINERRING & RESEARCH CENTRE

2010-12

1

PREFACE

We look our training at Parle product . During the training was to get an overview

of the food Industry of Nimrana. It was a first hand experience to get exposed to

the professional set-up and face the Food Industry, which was really a great

experience. Training period was a learning experience.

When business is involved, an experience counts a lot. experience are an

instrument, which leads towards success. Working with Parle Product. has been

a pleasure. 

I take this opportunity to present the project report and sincerely hope that it will

be as much knowledge enhancing to the readers as it was to use during the

fieldwork and the compilation of the report.

2

ACKNOWLEDGEMENT

I express my sincere thanks to my project guide Ms. Padma Sharma (Faculty)

Management Deptt., Arya College of Engineering & Research Centre for guiding

me right from the inception till the successful completion of the project. I sincerely

acknowledge her for extending their valuable guidance, support for literature,

critical reviews of project and the report and above all the moral support he had

provided to me with all stages fo this project.

I am also thankful to our H.O.D Sir Dr.Manish Jain encouragement and moral

support has been a source of inspiration to me.

Md. Manwar Khan

3

INDEX

Introduction to the industry

Research methodologyTitle of the Study Objective of Study Type of Research Sample Size and method of selecting sample Scope of Study Limitation of Study

Facts & Finding

Analysis & Interpretation

Conclusion

Recommendation & suggestion

Quessionarrie

Bibiliography

4

Introduction of industry

PARLE is the market leader in the organized biscuit and candy market in India. Biscuits

contribute to more than 80% of Parle’s total turnover. Other products include cookies

and candys. The biscuit market in India is estimated to be 1.1mn tpa, valued at

Rs35bn. The unorganized sector accounts for over 50% of the market. The market has

been growing at a CAGR of 6-7% pa. Per capita consumption of biscuits is estimated at

a low 1.5kgs, reflecting the huge potential for growth. Manufacturing was reserved for

small-scale up to 1997, which put large players at a disadvantage. In the organized

sector, Parle and Britannia are the only national players with dominant market shares.

Other organized players include domestic players like Bakeman’s, Champion, Quality,

Priya and MNC’s like Smith Kline Consumer, Kellogg’s, Sara Lee, Heinz, Excelsia

(Nestle) and United Biscuits.

5

INTRODUCTION TO THE ORGANIZATION

Board of Directors

Board of Directors as on

Chairman : Vijay Kanti Lal Chauhan

Managing Director : MR. Pitamber Mohan Lal

MR .Narotam Mohan Lal

MR .Kanti Mohan Lal

MR. Vijay Kanti Mohan Lal

MR. Shard Pitamber Chauhan

MR. Shard Kanti Lal Chauhan

6

Plant location :

MUMBAI

NIMRANA

BAHADURGARH

BANGLORE

   

Parle core businesses constitute of Bakery and Candy products. Bakery products

account for 90% of the revenues. Candy products contribute to 10% of Parle’s

annual turnover of Rs13.38bn.

Biscuits (82.7% of turnover)

Revenues from biscuit were Rs11.07bn in FY01. The company sold 214,214 tons

of biscuits registering a volume growth of 11% yoy. Biscuit sales in value terms

registered a 13.2% yoy growth. Parle has a 40% volume share and 48% value

market share in the organized biscuit market. The company presently has an

installed capacity of 111,000 tons for biscuits. Production in FY01 was 59657 tons

against 62034 tons in FY00. Over 70% of biscuits sold are outsourced by the

company.

7

Candy Products (9.8% if turnover)

The company's diversification into candy business has been successful. Candy

product sales were Rs. .87bn in FY01.

Profit & loss account (Rs mn)

Period ended 03/99 03/04 03/05 03/06

No. of months 12 12 12 12

Gross Sales 8,478.4 10,301.4 11,698.4 13,384.2

Excise Duty (235.7) (277.7) (302.9) (525.1)

Net sales 8,242.7 10,023.8 11,395.5 12,859.0

Other income 113.4 130.6 159.1 161.2

Total income 8,356.1 10,154.4 11,554.6 13,020.2

Raw materials 2,863.4 3,653.2 4,042.1 3,880.7

Stock adjustment (Inc)/ Dec (52.3) (33.7) (45.2) (114.9)

Purchase of finished goods 949.6 1,224.7 1,257.3 1,850.1

Cost of material 3,760.7 4,844.1 5,254.2 5,615.9

Employee cost 725.7 829.1 904.5 953.0

8

Power & fuel 107.7 123.2 161.2 152.9

Advertising/ promotion/

public525.2 584.0 770.1 852.9

Freight & forwarding 318.5 401.0 471.5 613.8

Other expenses 2,326.9 2,632.1 2,957.8 3,519.6

Cost of sales 7,764.6 9,413.6 10,519.2 11,708.1

PBIDT 591.4 740.8 1,035.5 1,312.2

Interest & finance charges 49.2 6.3 73.2 100.9

PBDT 542.2 734.5 962.3 1,211.3

Depreciation 118.2 158.9 171.8 188.9

PBT 424.0 575.6 790.5 1,022.4

Provision for taxation 134.7 180.0 260.7 434.1

Extraordinary items/ Prior

year adj.- - (19.6) 117.1

Adjusted PAT 289.3 395.6 510.2 705.4

Dividend payout 102.1 113.4 139.1 168.8

9

Forex inflow 64.4 39.6 29.4 23.5

Forex outflow 128.2 148.9 159.1 129.4

Book value of quoted

investments150.4 577.0 283.1 69.0

Market value of quoted

investments165.3 630.6 320.0 88.9

Contingent liabilities 167.3 405.5 207.9 592.0

RATIOS

As % of net sales

Gross sales 102.9 102.8 102.7 104.1

Excise duty (2.9) (2.8) (2.7) (4.1)

Net sales 100.0 100.0 100.0 100.0

Other income 1.4 1.3 1.4 1.3

Total income 101.4 101.3 101.4 101.3

Cost of material 45.6 48.3 46.1 43.7

Employee costs 8.8 8.3 7.9 7.4

Selling expense 10.2 9.8 10.9 11.4

10

Other expenses 28.2 26.3 26.0 27.4

Cost of sales 94.2 93.9 92.3 91.0

Profitability ratios (%)

PBIDT excl. other income 5.8 6.1 7.7 9.0

PBIDT 7.2 7.4 9.1 10.2

PBDT 6.6 7.3 8.4 9.4

Profit before tax 5.1 5.7 6.9 8.0

Profit after tax 3.5 3.9 4.5 5.5

Growth ratios (% you)

Net sales 13.5 21.6 13.7 12.8

PBIDT 61.0 25.3 39.8 26.7

PBT 43.8 35.8 37.3 29.3

PAT 61.8 36.8 29.0 38.3

Payout ratios (%)

Tax (% of PBT) 31.8 31.3 33.0 42.5

Dividend (% of PAT) 35.3 28.7 27.3 23.9

11

Sales breakup

Period ended 03/98 03/99 03/00 03/01

No. of months 12 12 12 12

Sales value(Rs mn)

Biscuits 7,248.0 8,621.6 9,783.7 11,073.0

Candy 169.8 237.4 242.3 271.4

Sales volume(unit)

Biscuits (Ton) 144,213.0 167,467.0 192,646.0 214,214.0

Candy 2,249.0 2,809.0 3,003.0 3,082.0

 

Unit realization (Rs/unit)

Biscuits (Ton) 50,259 51,482 50,786 51,691

Candy 75,495 84,504 80,698 88,050

12

13

Our Bureau

Mr. Vijay K L Chauhan

Kolkata, June 20

IN an effort to bring about future growth, Parle Industries Ltd is looking at

new business opportunities beyond biscuits but within the larger ambit of the food

sector.

The company is hoping to increase its revenues through both the organic

and acquisition route, according to Mr. Chauhan, Chairman of Parle Industries,

who chaired the 87th annual general meeting of the company here.

14

RESEARCH METHODOLOGY :

According to Clifford, woody research comprises defining and redefining

problems, formulating hypothesis or suggested solutions; collecting, organizing

and evaluating data; making deductions and reaching conclusions; and at last

carefully testing the conclusions to determine whether they fit the formulating

hypothesis.

“Marketing research is the systematic design, collection, analysis and reporting of

data and findings and relevant to specific marketing situations facing the

company”.

Research is, thus, an original contribution to the existing stock of

knowledge making for its advancement. It is the pursuit of truth with the help of

study, observation, comparison and experiment. In short, the search of

knowledge through objectives and systematic method of finding solution to a

problem is research. The systematic approach concerning generalization and the

formulation of theory is also research.

15

OBJECTIVES OF RESEARCH:

The main aim of research is to find out the truth which is hidden and which has

not been discovered yet. However, each research study has its own specific

purpose. Theses can be –

1. To gain familiarity with a phenomenon or to achieve new insights into it

(exploratory or formative research studies).

2. To portray accurately the characteristics of a particular individual, situation or a

group (descriptive research).

3. To determine the frequency with which some thing occurs or with which it is

associated with something else (diagnostic research).

4. To test a hypothesis of a casual relationship between variables (hypothesis –

testing research).

16

OBJECTIVE OF MY RESEARCH:

1. To find out the major factors which contribute to the sale of products.

2. To explore the satisfaction level of (consumer) to collect different types of

views of investors about the products.

3. To bring in the lime light consumer’s perception about the products and

services of Parle limited.

4. To find out the most potential Customer and the most potential seller in Delhi .

5. To find out the investment behavior of marketing

6. To enhance the sale of insurance through proper inputs.

17

OBJECTIVE OF THE STUDY

The main purpose of the study was to know the consumer behavior,

tradition and awareness of parle product among the people; to

measure the effective of electronic media; to analyze the media

behavior of the people; and to identify the first source of information

for consumer products.

The study has been conducted to collect the information about

tradition and consumer behavior for a particular group, and the role of

different source of information in buying a product.

The main objectives of the study as follows:

To know the Parle Product awareness among the people.

To measure the effectiveness of Distribution channel of the

PARLE.

To analyze the consumer behavior in the Neemrana Market.

To identify first source of information about product.

To identify the change in attitude of the consumer due to

electronic media.

To identify the factors which affects the change in decision of the consumer

TYPES OF RESEARCH:

The basic types of research are as follows –Descriptive Research: The major

purpose of this research is description of the state of affairs, as it exists at

present.

Analytical Research: In this research, the researcher has to use facts or

information already available, and analyze these to make a critical evaluation of

the material

18

Applied Research: It aims at finding a solution for an immediate problem

facing a society or an industrial/ business organization.

Fundamental Research: It mainly concerned with generalizations and with the formulation of a theory.

Quantitative Research: It is based on the measurement of quantity or amount. It is applicable to phenomena that can be expressed in terms of quantity.

Qualitative Research: It is concerned with the qualitative phenomenon, i.e., phenomena relating to or involving quality or kind.

Conceptual Research: It is related to some abstract ideas or theory.

Empirical Research: It is data- based research, coming with conclusions, which are capable of being verified by the observation and experiment

Diagnostic Research: Such a research fallow case -study method or in-

depth approaches to reach the basic casual relation.

Exploratory Research: The objective of this research is the development of hypothesis rather than their testing.

MY RESEARCH:

I was gathering the consumer behavior of the Parle product in Neemrana Region, which is being done by me first. Therefore, my research is exploratory research.

19

RESEARCH DESIGN

A research design is the arrangement of conditioned for collection and analysis

of Data in a manner that aims to combine relevance to the research purpose

which economy in procedures

So it is clear from the above definition that very first step in the process of

marketing research is systematic design which can be defined as a specification

of methods and procedure for acquiring the information need to structure or solve

problems.

The main characteristics of research design can be summarized in two

words:

ANTICIPATION

SPECIFICATION

20

FUNCTIONS OF RESEARCH DESIGN:

Statement of evidence needed to solve the problem. Anticipation of what will be done with data to provide answer to

problems. Specification of evidence from where it will be obtained and how. Statement of basic schemes whereby answers will be revealed and

validated. Guide for the Calculation and approval of the feasibility and cost of the

project. revision of blue prints or plan for guiding the work.

TYPES OF RESEARCH DESIGN:

There are three types of research design: -

1. Research design in case of exploratory research studies.

2. Research design in case of descriptive and diagnostic research studies.

3. Research design in case of hypothesis – testing research studies.

21

MY RESEARCH DESIGN :

My Research was exploratory research so I am discussing only exploratory

research design. In exploratory research design hypothesis is developed on the

basis of the influencing variables, which are available. The main purpose to do

research design is to find new ideas for which the researcher must always

remain alert. The possibilities of ideas are explored but in case a better idea is

found the focus of investigation gets change. There are three principle stages of

exploratory research design.

FIRST STAGE : Survey of secondary information sources.

SECOND STAGE : Interviews with knowledgeable persons.

THIRD STAGE : Examination of situation that are analogues to the

Problem.

SAMPLING DESIGN:

A Sample design is a definite plan for obtaining a sample form a given

population. It refers to the technique or the procedure the researcher would adopt

in selecting items for the sample. Sample design may as well lay down the

number of items to be included in the sample i.e., the size of the sample.

22

DIFFERENT TYPES OF SAMPLE DESIGNS:

There are two types of sample designs.

1. Non – probability sampling.

2. Probability sampling.

MY SAMPLING DESIGN:

For the survey of India bulls consultancy Pvt. Ltd. In Lucknow City, my

respondents were approximately 5lacs. So the universe was large (5lacs) in this

case. Therefore, I took the sample in this case while I surveyed the universe.

Therefore, the data are approximately quite accurate.

METHODS OF DATA COLLECTION:

There are two types of data.

1. PRIMARY DATA

2. SECONDARY DATA

23

PRIMARY DATA:

The primary data are those, which are collected afresh and for the first time, and

thus happen to be original in character.

SECONDARY DATA:

The secondary data are those which have already been collected by someone

else and which have already been passed through statistical problem.

The methods of collecting primary and secondary data differ since primary data

are to be originally collected while in case of secondary data the nature of data

collection work is merely that of compilaion.

CLASSIFICATION OF SECONDRY DATA

INTERNAL SECONDARY DATA

EXTERNAL SECONDARY DATA

INTERNAL SECONDARY DATA

1. SALES ANALYSIS

2. INVOICE ANALYSIS

3. ACCOUNTING RECORDS

24

EXTERNAL SECONDARY DATA

1. LIBRARIES

2. OITERATURE

3. PERIODICALS

4. CINSUS AND REGISTRARION DATA

CENSUS OF POPULATION

CENSUS OF AGRICULTURE

CENSUS OF CATTLE

COLLECTION OF PRIMARY DATA:

We collect primary data during the course of doing experiment in an

experimental research but in case we do research of the descriptive type and

performs surveys, whether sample surveys or census surveys, then we can

obtain primary data either through observation or through direct communication

with respondents in one form or another or through personal interviews this

means that there are several methods of collecting primary data, particularly in

surveys and descriptive researches. The important ones are –

25

1. Observation Method

2. Interview Method

3. Through questionnaires

4. Through Schedules

COLLECTION OF SECONDARY DATA:

When the researchers utilize the secondary data, then he has to look into various

sources from where he can obtain them. Secondary data may be either

published data or unpublished data. Usually published data are available in –

Various publications of the central, state and local governments.

Various publications of foreign governments or of international bodies and their subsidiary organizations.

Technical and trade journals.

Books, Magazines and newspapers.

Report and publications of various associations connected with business and industry, banks, stock exchanges etc.

Reports prepared by research scholars, universities, economist’s etc. in different fields.

l

26

FACTORS AFFECTING BUYING BEHAVIOUR CONSUMER OF PARLE PRODUCT:

Demographics

Geographics

DEMOGRAPHICS

Size of population: According to the census 2011,as of May2001,the population of India stood at 1,027Million of which 742Million lived in rural areas and 285 Millions in urban areas.

Literacy and education: According to the Census 2011,the Nation’s

average literacy rate is 65.4%.Exhibit 18.1 shows the growth in literacy

rate since 1951.

GROWTH IN LITERACY RATE:

YEAR LITERACY RATE%

2008 43.7%

2009 52.2%

2010 65.4%

2011 70.2%

GEOGRAPHICS:27

We mentioned earlier that as of May 2011,the population of India stood at1027

Million,with742 million people living in rural areas and 285 million urban areas.In terms

of percentage 73% of population is in rural areas and 27% in urban areas.

CLASSIFICATION OF CONSUMERS BASED ON ECONOMIC STATUS

The affluent group

The middle class

The relatively poorer section

The BPL section

LIMITATION OF THE STUDY

The effectiveness of project and consumer behavior is measured in keeping in mind

the constraints and limitation given below:

The present study was confined to Neemrana and its adjoining areas. The findings of this study may not applicable to other areas.

The limitation and biasness of sampling techniques used in this study may influence the findings of this study.

Due to limitation of time and resources, all the possible factors influencing the report could not be considered.

The study of tradition and consumer behavior may not well over a period of time4 due to various improvements in the present electronic media.

28

FACTS AND FINDINGS

Consumer Behavior and Marketing Strategy

The study of consumers helps firms and organizations improve their marketing

strategies by understanding issues such as how

The psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products);

The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media);

The behavior of consumers while shopping or making other marketing decisions;

Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome; 

How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer; and

How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer.

One "official" definition of consumer behavior is "The study of individuals, groups,

or organizations and the processes they use to select, secure, use, and dispose

of products, services, experiences, or ideas to satisfy needs and the impacts that

these processes have on the consumer and society." Although it is not necessary

to memorize this definition, it brings up some useful points:

1 Either behavior occurs for the individual, or in the context of a group (e.g.,

friends influence what kinds of clothes a person wears) or an organization

29

people on the job make decisions as to which products the firm should

use.

2 Consumer behavior involves the use and disposal of products as well as

the study of how they are purchased. Product use is often of great interest

to the marketer, because this may influence how a product is best

positioned or how we can encourage increased consumption. Since many

environmental problems result from product disposal (e.g., motor oil being

sent into sewage systems to save the recycling fee, or garbage piling up at

landfills) this is also an area of interest.

3 The impact of consumer behavior on society is also of relevance. For

example, aggressive marketing of high fat foods, or aggressive marketing

of easy credit, may have serious repercussions for the national health and

economy.

There are four main applications of consumer behavior:

1 The most obvious is for marketing strategy—i.e., for making better

marketing campaigns. For example, by understanding that consumers are

more receptive to food advertising when they are hungry, we learn to

schedule snack advertisements late in the afternoon. By understanding

that new products are usually initially adopted by a few consumers and

only spread later, and then only gradually, to the rest of the population, we

learn that (1) companies that introduce new products must be well

30

financed so that they can stay afloat until their products become a

commercial success and (2) it is important to please initial customers,

since they will in turn influence many subsequent customers’ brand

choices.

2 A second application is public policy. In the 1980s, Acutance, a near

miracle cure for acne, was introduced. Unfortunately, Acutance resulted in

severe birth defects if taken by pregnant women. Although physicians

were instructed to warn their female patients of this, a number still became

pregnant while taking the drug. To get consumers’ attention, the Federal

Drug Administration (FDA) took the step of requiring that very graphic

pictures of deformed babies be shown on the medicine containers.

3 Social marketing involves getting ideas across to consumers rather than

selling something. Marty Fishbein, a marketing professor, went on

sabbatical to work for the Centers for Disease Control trying to reduce the

incidence of transmission of diseases through illegal drug use. The best

solution, obviously, would be if we could get illegal drug users to stop.

This, however, was deemed infeasible. It was also determined that the

practice of sharing needles was too ingrained in the drug culture to be

stopped. As a result, using knowledge of consumer attitudes, Dr. Fishbein

created a campaign that encouraged the cleaning of needles in bleach

before sharing them, a goal that was believed to be more realistic.

31

Segmentation

Although the text makes references to segmentation, this issue is not discussed

explicitly in much detail. However, segmentation is important in consumer

analysis because understanding the consumer will allow us segment the market

more meaningfully.

Segmentation basically involves dividing consumers into groups such that

members of a group (1) are as similar as possible to members of that same

group but (2) differ as much as possible from members other segments. This

enables us then to "treat" each segment differently—e.g., by:

1 Providing different products (e.g., some consumers like cola taste, while

others prefer lime)

2 Offering different prices (some consumers will take the cheapest product

available, while others will pay for desired features)

3 Distributing the products where they are likely to be bought by the targeted

segment.

In order for a segment structure to be useful:

1 Each segment must have an identity—i.e., it must contain members that

can be described in some way (e.g., price sensitive) that behave

differently from another segment. 32

2 Each segment must engage in systematic behaviors (e.g., a price

sensitive segment should consistently prefer the low price item rather than

randomly switching between high and low priced brands).

3 Each segment must offer marketing mix efficiency potential—i.e., it must be

profitable to serve. For example, a large segment may be profitable even though

the competition it attracts tends to keep prices down. A smaller segment may be

profitable if, for example, it is price insensitive or can be targeted efficiently (e.g.,

if its members consistently subscribe to one magazine where all the company’s

advertising can be put). Some segments are not cost effective. For example, a

small group of consumers would love to have a no-sports news channel (similar

to CNN), but we are just too small a group to profitable.

33

Group Influences

Humans are inherently social animals, and individuals greatly influence each

other.

A useful framework of analysis of group influence on the individual is the so

called reference group—the term comes about because an individual uses a

relevant group as a standard of reference against which oneself is compared.

Reference groups come in several different forms. The aspirational reference

group refers to those others against whom one would like to compare oneself.

For example, many firms use athletes as spokespeople, and these represent

what many people would ideally like to be. Associative reference groups include

people who more realistically represent the individuals’ current equals or near-

equals—e.g., coworkers, neighbors, or members of churches, clubs, and

organizations. Finally, the dissociative reference group includes people that the

individual would not like to be like. For example, the store literally named The

Gap came about because many younger people wanted to actively dissociate

from parents and other older and "uncool" people. The Quality Paperback Book

specifically suggests in its advertising that its members are "a breed apart"

from conventional readers of popular books.

34

Personality and consumer behavior.

Traditional research in marketing has not been particularly successful in finding a

link between personality and consumer behavior. Part of the problem here is that

much of the theory has been developed by clinical psychologists who have

tended to work with maladjusted people. Not surprisingly, research that sought to

predict, based on standard personality inventories, which kinds of consumers

would buy Chevrolets as opposed to Fords was not successful.

.

Situational influences

Specific circumstances often influence consumer behavior. For example,

consumers in a rush are likely to take the most convenient product available.

Consumers whose attention is demanded elsewhere are likely to disregard

commercial messages. Consumers shopping for a special occasion (e.g., a

wedding) may buy different products.

35

ANALYSIS & INTERPRETATION

1-Different reason and its contribution to purchase the Parle product by consumers.

Specification % Age Group.

Price 35 35-50

Quality 30 25-40

Packing 15 5-20

Can’t say 20 55-60

Total 100

The consumer prefer the product from various reason as like 35% consumer

prefer the product for its price, 30%for its quality, 15% for its packing but 20%

consumer have not certain idea or view why they prefer the Parle product may be

they prefer by availability, awareness, and other various reason.

36

37

2-Market Share of Parle. (100 CONSUMERS)

Company % of Market share

Parle 45%

Britania 30%

HLL 15%

Other 10%

In the various company of Biscuits the Parle have 45% market share and Britania

and HLL have less market share in Neemrana as 30% and 15% and other

biscuits company have 10% 0f market share in Neemrana .

38

3- Market share of different brand of Parle on the basis of 100 consumers DSR.

Parle-G42

Krackjack30

Monaco24

Parle Orange,elaichi,mango…41

Kreams chocklate24

Marie choice13

Hide & Seek46

Milk Shakti10

Marie16

Crunchi12

39

4- Rating of Distribution of product in Neemrana (100 consumers)

Rating of Distribution %

Excellent 45

Good 30

Average 20

Poor 5

40

On the basis of retailer satisfaction I am also ranked the distribution of the

product in Delhi the 45% retailer rank it Excellent 30% rank it Good 20%

average and 5% rank its as s poor distribution.

41

5- 100 Consumers awareness about product of Parle by different sources.

Sources % Of contribution

TV Add 58

Radio Add 6

Banner and holding 12

Retail shopkeepers 8

Distributor 4

Other 12

Some other factors as like awareness of product in also consider in total

sales of the product. The consumer aware the Parle’s product by different

sources as like 58% consumer by TV Add, 6% by Radio Add, 12% by Banner

and holding 4% by distributes and 12% aware about product by other sources.

42

43

6- 100 consumers awareness about product of parle.

Products

% of

Awareness

Parle-G 98

Hide & Shake 79

Monaco 71

Krackjack 82

Kreams chocklate 46

Marie Choice 59

marie 65

Orange cream 73

Milk Shakti 74

Fun Center 35

44

7-segmentation of 100 consumers on the base of age group and its contribution in

total sales.

Age

Group Percentage

0-15 60

15-30 15

30-45 13

Above 4512

The product of Parle as like Prefer by the children with the age group 0-15

approximate 60% and other age group as like 15-30 age group consume 15%,

30-45 consume 13% and above 45 consume 12% product of the total sale of

Parle.

45

46

8-Satisffaction Level of 100 Consumer from Parle Products.

MAXIMUM 56%

AVERAGE 33%

MINIMUM 11%

Level consumer satisfaction of the Parle product is differ to

consumer-to-consumer 35% consumer satisfy maximum level and 33%

with average level from the product. 11% consumers satisfy minimum level

from the product.

47

48

CONCLUSION

During summer training, I went in market, meet to the retail shop, place order for him,

and maintain the order in DSR (Daily Sales Report). On the basis of DSR and observation of

the consumer, response I am analyzed the market situation of the Parle’s industries Ltd. and try

to gather the knowledge of market share, flow of product in the market and behavior of the

consumer about the product of Parle. My project is completed On the basis of my DSR and

observations of the consumer response on the retail shop my fact and finding is given below-

1 The consumer prefer the product from various reason as like 35% consumer

prefer the product for its price, 30%for its quality, 15% for its packing but 20% consumer

have not certain idea or view why they prefer the Parle product may be they prefer by

availability, awareness, and other various reason.

2 I n the various company of Biscuits the Parle have 55% market share and Britania

and ITC have less market share in Delhi as 30% and 15% and other biscuits company

have 10% 0f market share in Delhi .

49

RECOMMENDATION AND SUGGESTIONS

On the basis of my summer training report, and the survey I am suggest to the company to

increase the sales volume by following way: -

1 Company should increase the quality of the product in the present time

consumer want different flavor with high Quality. To face the competition

form other company and increase the market share the company should

improve the quality of different product and increase sales.

2 Print media and television are the major source of awareness, so these

Medias cancan be concentrated more for efficient results.

3 The ages groups 30-45 and above are not interested to consume the

biscuits, so these potential groups can concentrate.

4 The retailer is complain about the profit margin because it is less and not

interested to sale it so some discount should be given to retailer to motivate them

to the increase profit margin and help in increase the sales.

50

APPENDIX

The effectiveness of project and consumer behavior is measured in keeping in mind

the constraints and limitation given below:

1.The present study was confined to Delhi city and its adjoining areas. The findings of

this study may not applicable to other areas.

2.The limitation and biasness of sampling techniques used in this study may

influence the findings of this study.

3.Due to limitation of time and resources, all the possible factors influencing the

report could not be considered.

51

QUESTIONNAIRE

PARLE BISCUITS

Date: _______________ City: ______________________

Type of outlet: A/B/C

Question pertaining to retailer profile:

Name of the shop: _____________ Contact Person: ___________

Address: ______________________ Tel. No.: __________________

Question pertaining to supply of biscuits:

1. Are PARLE biscuits available in your shop?

[ ] YES [ ] NO

2. If YES, Which brands are available?

Parle-G Elaichi Cream Milk Shakti Marie Glucose-V

Krackjack Crunchi K.C.Butter C. Cracker

Monaco Hide & Seek Marie Choice Cashew

Chocolate Cream

Kreams chocklate

Matfair Cookies Fun Center

Orange Cream

Kesar Bite Galaxy Cookies Coconut Crunch

52

3. If No, What is the reason for non-availability of

PARLE?

[ ] No regular visit [ ] Replacement Problem

[ ] Problem with Distributor

4. If No, Reason for non-availability of Milk Shakti?

[ ] Problem with supply [ ] People don’t like it

5. What is the Source of procurement?

[ ] Distributor [ ] Whole Saler

[ ] Direct

6. Which other Biscuits brands are available?

(a) _________________ (b) ___________________

(c) _________________ (d) ___________________

7. Which Brands are mostly selling?

[ ] Parle [ ] Britania

[ ] Priyagold [ ] Other

8. What extra quality our competitors have?

9. What are the average monthly sales of PARLE?

53

[ ] Below 1000 [ ] 1000 to 3000

[ ] 3000 to 5000 [ ] Above 5000

10. Would you like to give any suggestion regarding proper supply?

____________________________________________________________

Super Stockist Name: Signature of Retailer

Thanks a lot for spending your precious time on our queries. Your opinion means

a lot to us. We look forward to be serving you soon.

54

BIBILIOGRAPHY

BOOKS-

Marketing management- Philip Kotlar

Element of marketing management-Pradeep Kumar

Research methodology- C.R. kothari

Public Relation- Dewakar Sharma

WEBSITE

www.msnsearch.com

www.advancesales.com

www.consumerphycologist.com

www.google.com

55