godrej report

“A STUDY TO UNDERSTAND CONSUMER PERCEPTION AND BUYING BEHAVIOUR TOWARDS VENDING MACHINE” Summer Internship Project Report Undertaken At Godrej & Boyce Mfg. Co. Ltd., Jaipur

Submitted to partial fulfillment of the requirement for the award of Post Graduate Diploma in Business Management Submitted by: Sushmita Mukherjee PGDM-BM Roll No. 2874

Faculty Guide:

Corporate Guide:

Prof. Shiv.P.Joshi. (Faculty-FMS-IRM)

Mr.Vishal Sharma (State Head Vending Operations) Godrej & Boyce Mfg. Co. Ltd, Jaipur

INSTITUTE OF RURAL MANAGEMENT,JAIPUR

(i) 1

DECLARATION BY STUDENT

I hereby declare that this project report entitled “A Study On Consumer Perception And Buying Behavior Towards Godrej Vending Machine” is a bona fide record of work done independently by me during the course of summer project and it has not previously formed the basis for the award to me for any degree/ diploma, associate, fellowship or other similar title, of any other institute / society

Date:

Sushmita Mukherjee

BM/JULY/14/27/2963 Roll No: 2863 PGDM-BM

(ii)

2

ACKNOWLEDGEMENT

“Success comes from moving away from your comfort zone; It is true that world outside our cozy home many of a time is different from what Godrej has perceived”

We did our summer industrial project, as a part of our course curriculum, in Godrej & Boyce Manufacturing Ltd. Company. This training has been really an immense professional value to us and we are fortunate to have got our first hand exposure to the actual functioning of the organization. This project has been the outcome of combination of ideas, suggestions and contribution of many people. The project is dedicated to all the people whom we met, took guidance, interviewed and learned something from them. At this occasion we want to grab this opportunity to acknowledge our sincere thanks to all of them while submitting this report. To start with the college, we would like to thank Mr. P.S.Sali Panicker, the Director of FMSIRM, for giving us this opportunity. We are also thankful to Mr. Vishal Sharma, The State Head Vending Operations , and Mr. Mohit Saraswat (Business Development Executive) of Godrej & Boyce Manufacturing Ltd.-Rajasthan Branch for offering us the suitable profile and guiding us throughout the training period. We would like to express our sincere gratitude towards All Faculty Guides for their valuable guidance and immense cooperation at every junction of this training. We are equally thankful to all the workers for their support and cooperation. SUSHMITA MUKHERJEE (iii) 3

INDEX INTRODUCTION TO INDUSTRY

1-11

INTRODUCTION TO COMPANY

12-21

INTRODUCTION TO TITLE

22-35

LITERATURE REVIEW

36-38

ABOUT THE COMPANY

39-43

RESEARCH METHODOLOGY

44-52

DATA ANALYSIS AND INTERPRETATION

53-64

FINDINGS

65-66

CONCLUSION

67-68

SUGGESTION

69-70

APPENDIX AND ANNEXURE

71-76

BIBLIOGRAPHY

77-78

WEBLIOGRAPHY

79-80

(iv) 4

EXECUTIVE SUMMARY The summer training that we do is to get an experience of how the corporate world functions and how the theory is different from the practical aspects of the industry. For the same purpose I got an opportunity for my training at Godrej & Boyce Mfg. Co. Ltd in Prima Division in Marketing Department.

(A)Project Title Analyzing Consumer Perception and Buying Behavior towards Vending Machine.

(B)Project Location Godrej & Boyce Mfg. Co. Ltd. – Prima Division, Jaipur

(C) Objectives 1. To ascertain customer’s perception of vending machine in JAIPUR. 2. To evaluate the location of vending machine to customers’ convenience 3. To determine the customer’s views on product varieties in the vending machines. 4. To unearth the aspects implicated in buying vending machine. 5. To find out the basis of information used by customers before making decision of precise brand of vending machine.

(v)

(D) Findings 1. Many customers are not aware about Godrej vending machine. 2. Consumer prefer Lipton & Nescafe over Godrej vending machine. 5

3. Consumer are less inclines towards taking vending machine on rental basis. 4. Consumer’s perception is often inclined towards brand name. 5. Awareness about the Godrej vending machine to the customer is very low even though the brand name “Godrej” is attached to it.

(E) How study was conducted The research was mainly of the primary research consisting of exploratory research & descriptive research. The secondary research consisted of Literature search and internet search.

(vi)

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INTRODUCTION TO THE INDUSTRY

7

The word Godrej became the symbol of self reliance for the generations that followed - the signature of TRUST. Over the years, Godrej have changed in form, function and scope of application. One thing however remains constant-the stamp of RELIABILITY and TRUST. Started in 1897 as locks manufacturing company, the Godrej Group is today one of the most accomplished and diversified business houses in India. Godrej's success has been driven by the company's commitment to delivering innovation and excellence. Through the consistent application of this commitment and a century of ethical business conduct, Godrej has earned an unparalleled reputation for trust and reliability. The Godrej label has come to mean different things to different people across the length and breadth of India. Companies operating under the group umbrella are involved in a wide range of businesses - from locks and safes to typewriters and word processors, from refrigerators and furniture to machine tools and process equipment, from engineering workstations to cosmetics and detergents, from edible oils and chemicals to agro products. In 1930, Godrej became the first company in the world to develop the technology to manufacture soap with vegetable oils; that spirit of innovation has continued throughout the organization's

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history. Today Godrej is delivering consumers exciting innovations across a spectrum of businesses. In the 1944 Mumbai docks blast, Godrej safes were the only security equipment whose contents were unharmed; an equal level of product quality continues to be expected from every product bearing the Godrej brand name. Everlasting locks, Enduring service. Locks have come to be defined by Godrej. This is a reflection of the trust and confidence that our customers have placed in us since 1897. From being a manufacturer of locks, Godrej has evolved to become a total locking solutions provider . Godrej's ethical and visionary practices have allowed the company to successfully expand into a number of businesses. Today Godrej is a leading manufacturer of goods and provider of services in a multitude of categories: home appliances, consumer durables, consumer products, industrial products, and agricultural products to name a few. A recent estimate suggested that 350 million people across India use Godrej products. The group has more recently entered the real estate and information technology sectors, and management views these as avenues for enormous growth. The Godrej story is not limited to industrial excellence and enlightened concerns. It is also a human chronicle of determined men and women, gifted with vision and uncommon talents, who built a powerful and unique business. The Godrej Group stands in a strong position today. With annual sales in excess of US$ 1.7 billion, a workforce of approximately 20,000, and a strong diversified portfolio, Godrej has proven its ability to deliver strong financial performance. Inseparable from daily life in India, the Godrej name has been built on a spirit of innovation that has made it one of the country's most remarkable industrial corporations Strong human relationships built Godrej. So it is not surprising that the company ensures the welfare of its most valuable asset: the people who comprise it. This band extends to distributors, retailers and suppliers as well, including them into the fold. Godrej Industries is part of the Godrej Group, a Rs. 6,000 -crore (US$ 1.3 billion) conglomerate with more than 109 years of history and a reputation for quality and integrity. Godrej Soaps Ltd 9

demerged into two entities — Godrej Consumer Products Limited and Godrej Industries Limited; the foods business of Godrej Foods Ltd was hived off and taken over by Godrej Industries. Godrej Properties was established in 1990 as a premier real estate development company within the Godrej Group of businesses. Modern and dynamic, Godrej is also a company that succeeds in endearing itself to the people of India. The secret lies in its ability to never lose sight of the basic human values it was built on. These are the core strengths and the very soul of the company. Following are the SECTORS under which GODREJ is dealing:FMCG :- FAST MOVING CONSUMER GOODS Are products that are sold quickly and at relatively low cost? Examples include non -durable goods such as soft drinks, toiletries, processed foods and many other consumables. The profit margin made on FMCG products is relatively small (more so for retailers than he producers/ suppliers), they are generally sold in large quantities; thus the cumulative profit on such products can be substantial. FMCD:- FAST MOVING CONSUMER DURABLES In economics, a durable good or a hard good is a good that does not quickly wear out, or more specifically, one that yields utility over time rather than being completely consumed in one use. Items like bricks could be considered perfectly durable goods, because they should theoretically never wear out. Highly durable goods such as refrigerators, cars, or mobile phones usually continue to be useful for three or more years of use, so durable goods are typically characterized by long periods between successive purchases. Examples

of

consumer

durable

goods

include

cars, household

goods (home

appliances, consumer electronics, furniture, etc.), sports equipment, firearms, and toys.

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THE GODREJ BUSINESS PROFILE MAJOR COMPANIES, LINES OF BUSINESS 1. GODREJ & BOYCE MFG. CO. LTD. SUBSIDIARIES OF GODREJ & BOYCE MFG. CO. LTD. 2. GODREJ INDUSTRIES LTD. 3. GODREJ COMMODITIES LTD. 4. GODREJ INFOTECH LTD. 5. GODREJ (MALAYSIA) SDN. BHD., Malaysia 6. GODREJ (SINGAPORE) PTE. LTD., Singapore MAJOR SUBSIDIARIES OF GODREJ INDUSTRIES LTD. 7. GODREJ AGROVET LTD. 8. GOLDMOHUR FOODS & FEEDS LTD. 9. GODREJ PROPERTIES LTD. 10. GODREJ HICARE LTD. 11. GODREJ INTERNATIONAL LTD. 12. GODREJ GLOBAL MID EAST FZE MAJOR AFFILIATES 13. GODREJ CONSUMER PRODUCTS LTD. 14. GODREJ SARA LEE LTD. 15. GEOMETRIC SOFTWARE SOLUTIONS CO. LTD. 16. GODREJ EFACEC AUTOMATION & ROBOTICS LTD. 17. GODREJ BEVERAGES AND FOODS LTD. (Formerly Godrej Tea Ltd.) 18. MERCURY MFG. CO. LTD., SEZ, Chennai 19. GODREJ & KHIMJI (MIDDLE EAST) LLC. Oman 20. GODREJ (VIETNAM) CO. LTD., Vietnam For more project visit www.techshristi.com 11

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Consumer products Godrej is a part and parcel of every Indian‘s life. “From locks to personal care”. “From appliances to air care”. “From furniture to construction”. There are innumerable ways through which they enrich quality of life - everyday, everywhere. 1. Locks 2. Appliances 3. Furniture 4. Conferencing Solutions 5. Office Automation 6. Security Equipment 7. Foods 8. Air Care 9. Soaps & Personal care 10. Vending Machines 11. Housing 12. Household Insecticides

Industrial products Godrej offers an entire spectrum of industrial solutions from storage to material handling to construction to process equipment and many, many more. Whether clients are looking for standard equipment or custom engineering solutions, the first name is Godrej. Different products included are as follows: 1. 2. 3. 4. 5. 6. 7. 8. 9.

Storage Solutions Automated Warehousing Material Handling Equipment Process Equipment Tooling Machine Tool Service Electrical & Electronic Services IT Solutions PLM Solutions 13

HISTORY The spirit of entrepreneurship, the vision of a dynamic tomorrow, and the capacity to build and realize dreams.‘ This is the essence of the Godrej group. No wonder then, Godrej has become the symbol of a vibrant multi-business enterprise touching the lives of millions and at the same time an icon of enduring ideals in a changing world. This indomitable force was born in 1897, when a young man called Ardeshir Godrej gave up law and turned to lock making. Ardeshir Burjorji Sorabji Godrej (1868-1936) was the inventive half of the Godrej Brothers Company, the precursor of the Godrej Group of companies. He was the first Indian manufacturer to displace well entrenched foreign brands from the Indian market.

Ardeshir Godrej 1868-1936 Ardeshir was born in 1868 as the children to Burjorji and Dosibai Gootherajee. In January 1871, his father had the family name changed to Godrej. In 1894, Ardeshir, fresh out of law school, was hired by well-known firm to argue a case on a client's behalf in Zanzibar. After the Zanzibar debacle, Ardeshir was employed at a pharmacy, where he served as an assistant to the chemist. In 1895, Ardeshir visited Merwanji Muncherji Cama, a friend of his father's, and who was highly respected for his business acumen. Ardeshir described his plan to manufacture surgical equipment and asked for a loan. When Cama asked why Ardeshir did not approach his father for the loan, Ardeshir replied that his father would give him the money not as a loan but as a gift, which Ardeshir was not willing to accept. This principle to not accept money as a gift would also become evident in 1918, when his father died: Ardeshir refused to accept the inheritance. 14

One morning Ardeshir read an article in a daily newspaper on the rise of burglary incidents in the city and in which the commissioner of police called for better security of homes and places of business. Ardeshir grasped that a better lock was needed, and began to research the subject. He soon discovered that the locks made in India were all fashioned by hand, a labor intensive and inefficient means of manufacture, and Ardeshir resolved to manufacture a lock that would be guaranteed "unpick able". Calling on Merwanji Cama again, Ardeshir apologized for his inability to repay the loan immediately, but went on to describe his plans for the new lock-making venture. Cama was interested, as he too had read the article, and promised to raise the necessary capital. When Ardeshir rose to leave, Cama asked him, "Tell me, are there other lock-makers in our community? Or, are you the first?" Ardeshir replied, "I don't know whether I'm the first or not, but I'm certainly determined, with the help of a benefactor like you, to be the best." With Cama's funds in hand, Ardeshir set out to revolutionize the Indian lock-manufacturing industry. In a 20 m² (215 ft2) shed next door to the Bombay Gas Works, with forty steam presses and a dozen skilled workers he had sent for from Gujarat and Malabar, production began on May 7th, 1897. Ardeshir began with the manufacture of high security locks – under the Anchor brand - to which he attached a guarantee of "unpick ability". He guaranteed that each key/lock pair was unique, and that no key except those delivered with the lock would succeed in unlocking the device. A few years later, Ardeshir patented the first of his inventions, a lock that would subsequently be called a "Gordian Lock". It came with two keys, both of which could lock and unlock the device, but the second key could be also be used to modify the inner workings of the lock and so render the first key useless. In 1901, Ardeshir turned to experimenting with safes. Ardeshir resolved to build a safe that was not only burglarproof, but fireproof as well, which as he determined, most safes were not and he succeeded in that. The first safes entered the market in 1902. In July 1908, Ardeshir with his brother Pirojsha applied for and were granted (in October 1909) a British patent for the world's first springless lock. Around 1910, Ardeshir planned a trip to England, France and Germany in order to study the lock-making efforts of his competitors. Shortly before he left, Ardeshir visited Merwanji Cama again, this time to repay him for his 3,000 Rupee loan of so many years before. Cama was 15

seriously ill, and refused to accept it, since – as Cama put it – accepting the money would deprive him of the joy he felt in having contributed to Ardeshir's success. Cama did however have a favor to ask: would Ardeshir hire Cama's nephew Boyce? "I can never say no toyou," Ardeshir answered. "Maybe, we'll make him a partner." True to his promise, Ardeshir and Pirojsha did make Boyce a partner, and the company was renamed Godrej & Boyce Manufacturing Company. But Boyce didn't have an interest in the company, and soon after Ardeshir returned from his European travels, Boyce himself suggested that he leave the company. The name 'Godrej & Boyce Mfg. Co.' was retained. With each new product Ardeshir changed perceptions about industry in India. When his attention was drawn to the fact that all soaps in the world contained tallow and other animal fats (inappropriate to many stringently vegetarian Hindus), he found a method to manufacture soap from vegetable oils, a procedure that everyone told him was impossible.

What started as a dream had become a movement. But it was left to another man to carry it forward, Ardeshir's brother, Pirojsha Godrej (1882-1972). He was an Indian businessman who laid the foundations for what is today the Godrej Industries Group. He was the son of Burjorji Godrej.

Pirojsha Godrej 1882-1972 Working with his elder brother Ardeshir Godrej, who was the inventive force behind the partnership, Pirojsha made Godrej a household name in India. Pirojsha Godrej laid the foundations for a throbbing enterprise at a sprawling industrial garden township outside Mumbai. The industrial township Pirojshanagar outside Mumbai is named after him.

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Pirojsha Godrej laid the foundations for a throbbing enterprise at a sprawling industrial garden township outside Mumbai. It was here that the Godrej vision took concrete shape. In later years, its extent and scope was expanded greatly by his sons - Burjorji and Naoroji. To this day, products that compete with the best in the world continue to emerge from the gates of Pirojshanagar. It is the bridge between the future and a hundred and ten years of history. It is a living code of

ethics

for

Indian

industry

as

it

races

ahead.

ACHIEVEMENTS The recent awards and recognition only bear testimony to its consumer focus 1. Reader‘s Digest conducted a survey recently in 2006, which awarded Godrej Appliances Gold in the Refrigerator category for the Most Trusted Brand. 2. Godrej has won the CNBC Consumer Awaaz Award for the Most Preferred Refrigerator for the second time in a row (2005&2006). 3. With 370 service centers spread over the country, consumers continue to rate Godrej After Sales Service the best in the industry. 4. Godrej has been voted the 'Most Trusted' brand by The Economic Times ORG MARG study, besides being the first company to sell 1 crore appliances, a distinction that will be difficult to emulate. The Godrej Group has broken new ground by instituting a 'young executive board' to advice the management committee of the group. The objective: to use the knowledge and enthusiasm of young talent to take the group forward.

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Timeline 

1897 – Godrej is established in 1897



1902 - Godrej makes its first Indian Safe



1918 - Godrej Soaps Limited incorporated



1961- Godrej Started Manufacturing Forklift Trucks in India



1971- Godrej Agrovet Limited began as an Animal Feeds division of Godrej Soaps



1974 - Veg oils division in Wadala, Mumbai acquired

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1990 - Godrej Properties Limited, another subsidiary, established

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1991 - Foods business started

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1994 - Transelektra Domestic Products acquired



1995 - Transelektra forged a strategic alliance with Sara Lee USA



1999 - Transelektra renamed Godrej Sara Lee Limited and incorporated Godrej Infotech Ltd.



2001 - Godrej Consumer Products was formed as a result of the demerger of Godrej Soaps



Limited. Godrej Soaps renamed Godrej Industries Limited

2002 - Godrej Tea Limited set up

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2003 - Entered the BPO solutions and services space with Godrej Global Solutions Limited



2004 - Godrej Hi Care Limited set up to provide a Safe Healthy Environment to customers by providing professional pest management services



2006 - Foods business was merged with Godrej Tea and Godrej Tea renamed Godrej Beverages & Foods Limited



2007 - Godrej Beverages & Foods Limited formed a JV with The Hershey Company of North America and the company was renamed Godrej Hershey Foods & Beverages Limited



2008 - Godrej relaunched itself with new colorful logo and a fresh identity music

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2010 - Godrej launched GoJiyo a free, browser based 3D virtual world.



2011 - Godrej & Boyce shuts down its typewriter manufacturing plant, the last in the world.



2014 - Godrej kick-starts Masterbrand 2.0 – bigger & brighter; Launches FreeG; India’s first non-web based mobile browsing experience, 18 November 2014

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INTRODUCTION TO COMPANY

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INTRODUCTION Godrej & Boyce Mfg. Co. Ltd. operates in furniture, appliances, real estate, fast-moving consumer goods (FMCG), industrial engineering, security, and agri care businesses. The company offers products and services in the areas of appliances, furniture, FMCG, real estate, agri, AV solutions, batteries, chemicals, construction, electricals and electronics, IT and software solutions, locks, material handling, motors, precision engineering, precision systems, process equipment, security solutions, storage solutions, tooling, and vending. It serves its customers in India and internationally. Godrej & Boyce Mfg. Co. Ltd. was founded in 1897 and is based in Mumbai, India. It has operations in the United Kingdom, the Netherlands, the Kingdom of Saudi Arabia, Bahrain, the United Arab Emirates, Oman, Bangladesh, Sri Lanka, Vietnam, Malaysia, Singapore, Indonesia, Kenya, Nigeria, South Africa, and Argentina.

Godrej & Boyce Mfg. Co. Ltd, today, one of the largest engineering and consumer Products Company in the country has varied interests from engineering to personal care products. It is also one of the most respected corporate houses known for its philanthropy and initiation of labour reforms besides being recognized for its values of fair, transparent and ethical dealings. The head office is located at Mumbai – Vikhroli. Godrej and Boyce Mfg. Ltd. have adopted the following mission, vision, values: MISSION “Enriching Quality of Life, Everyday, Everywhere”

VISION “Godrej in every home and workplace”

VALUES “Integrity, Trust, To Serve, Respect Environment”

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CORPORATE PROFILE Incorporation Established in 1897, the Company was incorporated with limited liability on March 3 1932, under the Indian Companies Act, 1913.

Board of directors : Jamshyd Godrej He is the chairman of the Board of Godrej and Boyce Mfg. co. ltd. He graduated in Mechanical Engineering from Illinois institute of Technology, USA. He is the Chairman of Aspen InstituteIndia.

Adi Godrej He is the chairman of the Godrej Group. The Godrej group is mainly privately held, an over 100 year old family conglomerate, with operations in India and several other countries.

Nadir Godrej He is the Managing Director of Godrej Industries and Chairman, Godrej Agrovet. He is also a director of numerous firms including Godrej and Boyce , Godrej Foods and Godrej Consumer Products.

Kavas Petigara He is a chemical Consultant and a businessman. He is the Managing Partner of Scritech Corporation. He has been associated with chemical and allied business India and abroad for many years.

Vijay Crishnna

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He is the Executive Director of Lawkim Motors Group. He joined Lawkim , a bankrupt light engineering company taken over by the Godrej Group at the behest of N.P. Godrej in 1977 after eight years of management experience in Kolkata.

Phizore Lam He is the Executive Director & President of the Company and has been associated with the company since 1975. Prior to joining Godrej , he was a partner in the Solicitors firm of Payne & co.

KyamasPalia He is the executive Director (Finance) of the company and has been associated with the company since 1970.

Pradip Shah He started IndAsia , a corporate finance and private equity advisory business, in April 1998. IndAsia entered into a joint venture with AMP in 2001 for the private equity business.

Anita Ramachandran She founded Cerebrus Cosultants, a well known HR consulting firm in 1995 , focused on consulting in rewards management, organization development and strategic HR.

Anil Verma He is the Executive Director ( Personnel & Administration ) of the company and has been associated with the company since 1983. He is an Engeeringian graduate and has an MBA from the prestigious Indian Institute of Management , Ahmedabad.

Navroze Godrej He directs strategy and innovation at Godrej & Boyce , India. His belief that theninnovation process can be used for identifying hidden opportunities which can ameliorate the lives of people in unforeseeable ways led him to set up the Innivtion Centr at Godrej & Boyce. 23

Keki Elavia He is a Chartered Accountant in Public Practice. He retired as a senior partner of M/s. Kalyaniwalla & Mistry – Chartered Accountants

Organizational structure Mr. P.D. LAM (Executive Director of Godrej& Boyce)

Mr. Raj & V.Jhanghiani ( Business head – Prima Division)

Mr. Sohrab Parekh ( AVP – Prima Division)

AV Solutions

Mr. G. Shankaran SBU head

Vending

Mr. Indrani Mukehrjee

Channel

V. Exports

Mr. Manish Khadilkar

Batteries

Mr. Sunil Patil SBU head

direct 24

(14 state heads)

(6 city/location heads)

Shareholders Since its inception, the Company is controlled by the GODREJ family based in Mumbai, India. Its shares are not listed on any Stock Exchange. About one-fourth of the Company's share capital is held by Pirojsha Godrej Foundation, a public charitable trust. .

Number of Employees 26,000 (2013)

Branches (sales & service) and Branded retail chain (Godrej Life space) 1. WESTERN-

Mumbai, Ahmedabad, Bhopal, Indore, Jabalpur, Pune, Raipur

2. NORTHERN-

New Delhi, Chandigarh, Faridabad, Noida, Ghaziabad, Jaipur, Kanpur, Lucknow

3. SOUTHERN-

Chennai, Bangalore, Coimbatore, Kochi, Hyderabad, Vizag, Pondicherry, Trivandrum

4. EASTERN-

Kolkata, Bhubaneswar, Guwahati, Ranchi, Patna

The Company has a network of 38 Company-owned Retail Stores, more than 2,200 Wholesale Dealers, and more than 18,000 Retail Outlets. The Company has Representative Offices in Sharjah (UAE), Nairobi (Kenya), Colombo (Sri Lanka), Riyadh (Saudi Arabia) and Guangzhou (China-PRC).

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DIVISIONS UNDER GODREJ & BOYCE MFG. CO. LTD. APPLIANCES (ISO 9001/14001) Refrigerators, Washing Machine, Air Conditioners, Microwave Oven, DVD Players INTERIO (ISO 9001/14001) Office Furniture, Seating and Desking Systems, Computer Furniture and Open Plan Office Systems, Office and Home Storwels, Sofas and Recliners. Home Furniture, Filing Cabinets and Filing Systems, Book Stacks and Cases, Sliding/Tambour Door Units, Personal/Industrial Lockers, Customized Storage Systems, Roll-formed Slides and Components for Furniture. LOCKS (ISO 9001) Padlocks, Ultra locks, Cylindrical Locks, Mechanical and Electromechanical door locks and related hardware . SECURITY EQUPMENT & SOLUTIONS :( ISO 9001 /14001) Strong Room Doors, Safe Deposit Lockers, Cash Boxes and Coffers, Data/ATM Safes, Burglary and Fire Resisting Safes, Record & Filing Cabinets, Electronic Coffers, Currency Sorters and Cash Counting Machines. Fire/Security Doors, Fire and Burglar Alarm/Premises Security Systems, Video Door Phones, CCTV System. Access Control Systems. PRIMA OFFICE EQUIPMENT (ISO 9001) Office Automation Photocopiers, Fax, Multifunction devices and Mechanical Typewriters (available in over thirty languages); Conferencing Products and Solutions Projectors, Video and Teleconferencing Equipment, Plasma Displays and Electronic Printboards; Vending Machines. 26

STORAGE SOLUTIONS (ISO 9001/14001) Multiflex and Heavy Duty Storage Systems, Tool Storage Cabinets, Gravity-flow, Mobile and Drive-in System Components, Mezzanine Floors, Cantilever Storage Systems, Workshop Equipment and Special Solutions.

COMMERCIAL TEAM The Human Resource of Godrej & Boyce Mfg. Co. Ltd. is segregated into two main functional teams. i.e. Commercial Team and Sales Team. The Commercial Team was created in the year April 2004. It was created to fulfill the following objectives;  To allow Field personnel to concentrate on their core activities viz Sales & Service.  To help the businesses to grow rapidly.  To develop specialized skills to manage the supply chain in a professional way.  The create controllership of the processes and protect company‘s interest. The Commercial Team of Godrej & Boyce Mfg. Co. Ltd. performs the following four major functions.

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RESPONSIBILITIES & AUTHORITIES Regional Commercial Manager 1.

Responsible for identifying training needs of Commercial personnel in the region.

2. Responsible and authorized for preparing schedules of Internal Quality Audits of Commercials for all branches in their region and for closure of non-conformities observed in the audits. 3. Responsible and authorized to decide on administrative issues at branches in their region. 4. Communication regarding effectiveness of QMS in so far as commercial operation is concerned. 5. Define responsibility and authority of commercial personnel. 6. Conduct management review of commercial operations. 7.Ensure quality objectives are established for commercials. 28

Branch Commercial Manager 1. Responsible for identification of opportunities for improvement in the branch operations. 2. Responsible and authorized to monitor overall progress and capabilities of commercial team at branch. 3. Responsible for providing all round support to branch business teams. 4. Communication of the policies for commercial operations. 5. Ensure quality objectives are established for commercial organizations. 6. Ensure availability of resources for commercial operations at the branch. 7. Responsible for overall functioning of branch warehouse. 8. Responsible and authorized to identify capable transporters for deliveries. Branch Sales Head or Sales Manager 1. Responsible to help understand the expectations of the customer. 2. Responsible for overall Sales of Business related Products in is territory, Channel management, Territory Mapping 3. Responsible for identification of Market with sufficient potential for Wholesale Dealer.

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INTRODUCTION TO CONSUMER PERCEPTION AND BUYING BEHAVIOR TOWARDS GODREJ VENDING MACHINE

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

CONSUMER’S PERCEPTION - It is defined as the way that the consumer usually view and feel about certain products and services. It cans also cultural: related to customer satisfaction which is the expectation of the customers towards the product. Factors influencing Consumer perception – It is generally influenced by price, quality, manufacturers reputation, experience with service and the quality of packaging and branding ,a number of complex and interrelated psychological factors.



BUYING BEHAVIOR – Acquiring, usage and dispose of goods and services is the majorly termed as consumer behavior. Factors influencing buying behavior –

 Cultural: Includes consumer culture, subculture and social class  Social: Include reference group, family, roles and status.  Psychological: Include motivation perception learning belief and attitude. Types of Buying Behavior based on the degree of buyer involvement – 1. Complex Buying Behavior: - It involves three – step process. Firstly, the purchaser develops beliefs regarding the product. Second, he or she develops attitude about the product. Third, he or she makes a thoughtful choice. Consumers engage in complex buying behavior when they are highly involved in purchase and aware of significant difference among the brands. 2. Dissonance Reducing Buying Behavior: - In some items, the consumer is highly involved in purchase but sees little differences in brands. The high involvement is based on the fact that the purchase is expensive, in frequent and risky. In this case, the buyer will shop around to learn what is available but will fairly, quickly and perhaps responding primarily to a good price or to purchase convince. 3. Habitual Buying Behavior: - Many products are bought under conditions of low involvement and the absence of significant brand differences.

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4. Variety Seeking Buying Behavior: - Some buying situations are characterized by low involvement but significant brand differences. Consumers often do lot of brand switching. Relationship between consumer perception and buying behavior: Consumer perception usually about how one feels about a certain product and service while buying behavior concerned with acquiring, usage and disposing of a certain product.

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PRODUCT PROFILE Introduction:Vending Machines are those machines which supply any material instantly when required. Vending Machines are becoming an important feature in our day to day life. Social, Environmental, Economical, and health factors have shaped the scope of vending machines. Godrej introduced its new product HOT BEVERAGE VENDING MACHINE

in 2005 in

collaboration with M/S Veromatic International BV of the Netherlands to cater daily hot beverage needs of different segments. Godrej provides world class vending products and services. Its compact size, eye catching colors, features and quality can attract the consumers. Godrej Manufactures hot beverage vending machines which are designed to give a reliable vending experience and aim at provide comfort and enhances efficiency by maintaining a true hygienic environment. Godrej is known for providing world class products sets new standards the world of vending machines. We offer Hot/ Cold premises of vending machines. Godrej Vending Machines are designed to give the most reliable vending experience aim at providing comfort and enhanced efficiency by maintaining a true hygienic environment in offices and other business establishments. Godrej is known to make one of the most convenient and easy to handle vending machine in the market today. Installing Vending Machines in each and every work group is a good way to promote the idea of self-service and a culture which is open and classless. People should be encouraged to serve themselves as and when they want to and whilst doing so should have an opportunity to interact with other members of the group and build friendship. Friendship at work enhances the emotional Well-being of group members and fosters a sense of belonging. Vending Machine makes people more self-reliant and makes them feel good about themselves as they are able to serve themselves. Encouraging people to perform their routine office chores themselves such as mail processing. 33

Filing of papers, handling of phone calls, making photocopies etc frees them from the dependencies built into the work system. Self-service promotes active work-life full of movement and interactions as opposed to a dull and Sedentary one.

The following are few types of Vending Machines:A. B. C. D. E.

Hot Beverage Vending Machine Cold Beverage Vending Machine Hot & Cold Beverage Vending Machine Water Vending Machine CAN Supplying Vending Machine

Godrej Hot Beverage Vending Machine This machine dispenses hot beverages like Tea, Coffee, Soup, etc. The machine mixes the ingredients (i.e .Premix) with water, to dispense the required beverage, as commanded to the machine. The beverages are dispensed into suitable cups placed by the user. The machine can dispense drinks coming from instant ingredients, by the Programming Functions preset inside the machine. The machine is preset to serve Full Cup Tea, Full Cup Coffee & Half Cups as Flavor3 & Flavor 4. Leading edge technologies, stringent quality control and excellent After- Sales- Service are the key ingredients that have made Godrej a trusted name. Prima Vending Machine is an epitome of the same quality & assurance. Known for providing world- class products, Godrej’s Prima Vending is no exception. Its compact size & eye- catching colors compliments the aesthetic appeal of the customer’s office.

Features of Godrej Vending Machines:HYGIENE: 34

    

Food Grade Material Polysulphone Water Tank Easy Cleaning Auto Rinse Facility One piece Mixing Bowl

    

Digital water level & temperature settings Digitally controlled & password protected Handle Wide Range of Voltage Fluctuations Shuts Off Automatically, if not used for 3 hours Various Counters to keep Track/ Control no. of cups Dispensed

    

4 Options / 8 Options Machines Available Separate Outlet for Hot Water Recipe Programming Possible In- Build Water Tank Smallest Footprint in Industry

   

Shock- proof Fiber body Thermostat and multiple fuses for extra safety Can withstand a wide range of Voltage Fluctuation Use of regulated and low voltage to drive motors

Digital Technology

Consumer Convenience

Consumer Safety

Models available in Hot & Cold Beverage Godrej Vending Machines After a tie up with Veromatic International, Godrej has advanced leaps & bounds in technology. There are various Models of hot Beverage Machines available worldwide. Godrej is the only Company that manufactures the Vending Machines on such a large base. In India, however 5 main models are being marketed. These are shown & discussed below:-

35

 ECO STAR  EXCELLA  MINIFRESH 3300  MINIFRESH 4400  MINIFRESH HOT & COLD

GODREJ ECO STAR

36

FEATURES:        

Dimensions (HWD) -620mm x 295mm x 85mm Weight (kg) -13 kg Beverage Variant -2 Easy to clean unique mixing system design for excellent cream and taste. Unique Canister design for consistent dosages. Corrosion resistant galvanized powder coated metal body. New Boiler Design which ensures steaming hot water Electrically safe low voltage drivers. Lost cost of ownership.

GODREJ 2CVM EXCELLA MACHINE 37

This machine is the smallest in the industry and is designed to withstand wide range of voltage fluctuations. .

FEATURES:-



Smallest footprint of the machine in the industry



Designed to withstand wide range of voltage fluctuation



Low downtime of machines



Use of flow control (adjustable) valves for enhanced consistency



Use of regulated and low voltage to drive motors and valves for enhanced consistency and safety



Unique operable hot water tank to enable cleaning and prevention of scaling and microbial growth 38



Food grade material used in the food circuit of the machine meet global standards



Designed to prompt periodic rinsing to prevent microbial growth



Designed to enable quick and thorough cleaning

GODREJ MINIFRESH 3300

FEATURES:    

European design meets Style, Safety & Hygiene Smallest footprint in the industry Designed to withstand wide range of voltage fluctuations Unique patented design mixing system Low downtime 39

      

Use of flow controls for enhanced consistency of taste Low voltage controls and drives for extra safety Unique easy to open hot water tank design for cleaning and de-scaling Food grade material used in the food circuit as per FDA standards Designed for prompt periodic mixer rinsing to prevent microbial growth Thermostat and multiple fuses for extra safety ZOP technology for antirust body

GODREJ MINI FRESH 4400

FEATURES:

Corrosion resistant galvanized powder coated metal body



Digital Microprocessor controlled Coffee Vending Machine



Low cost of ownership



Beverage circuit parts made of food grade materials



Aesthetically appealing and small footprint design



Unique canister design for consistent dosages



Highly reliable



Number of product containers: 4



Operable polymer boiler to facilitate easy cleaning



Number of mixers: 4 40



Electrically safe low voltage drivers



Easy to clean unique mixing system design for excellent cream and taste



Scale resistant, food grade polymer boiler to eliminate corrosion



Capable of handling voltage fluctuations

GODREJ MINIFRESH HOT & COLD VENDING MACHINE

FEATURES:

Small footprint and sleek design



Low cost of ownership



Recipe based machine with 5 canister: 3 for Hot beverages and



2 for Cold beverages.



Wide range of beverages to choose from Hot: Espresso, Coffee,



Cappuccino, Hot Chocolate, Café Mocha, Cardamom Tea/Ginger



Tea / Masala Tea (You can choose any 6) Cold : Café Frappe, Ice 41



Lemon Tea, Nimbu Paani, Orange Juice (You can choose any 2)



Power Supply: 230V / 50 Hz / 15 A



Operating Voltage Range: 100V to 300 V



Indicator: Double line display, yellow green



Interface: Keypad; dome type



Initial Startup time: Hot 8 min, Cold 30 minutes.



Water Connection Online / Pump



Number of Product Containers: 3 for Hot & 2 for cold.

PREMIXES

42

Godrej also offers Premixes that are used as a raw material for the Vending Machine. There are different types of premixes available with Godrej. Godrej is also willing to launch its Worldwide accepted range of Express Premixes in India which includes Cappuccino, Espresso, Cold Coffee, Sugar Free Tea & Coffee etc. Types of Premixes Offered:Variety and quality of the premix is vital for a refreshing drink. Some of the premixes available in Indian Market by Godrej are as follows. Tea Premixes     

Plain Cardamom Lemon Ginger Masala Tea

Coffee Premixes  Classic  Instant  Delite

Whitener & creamer Premixes  Normal Sugar  Low Sugar  Diet

Soup Premixes  Tomato 43

 Mixed Vegetable

Special Premixes  Espresso  Cappuccino  Café Mocha

LITERATURE REVIEW

44

(Boughton and Ian, 2005) note, from the current scenario we see that the demand of coffee is more than tea and earning good amount of profit. It is assumed that about 20 billion cups of hot drinks are sold every year. In the UK tea sales have fallen by 84 million pound in the last five Islam Md. Monirul & Jang Hui Han International Journal of Business Research and Management (IJBRM), Volume (3): Issue (3): 2012 102 years. Taste also changing all around the world, British customers drank more café latte (47.4%) than cappuccino (47.1%). (Capone and Lisa, 2009) indicate that Present coffee buying habit introducing a niche market for shade coffee. Speakers at a SCAA workshop said that though the coffee buying in U.S. decreasing but the specialty or gourmet coffees market is rising. (Freeman and Laurie, 1997) find out that day by day the iced tea and iced coffee demand are increasing and beverage departments also keeping their space for these cold coffee and tea. Starbuck’s also introduced cold Cappuccino coffee drinks which has achieved a very positive market response (Sorensen and Chris, 2011) note that in Canada, Star bucks has a pilot project to open Best branded “coffee 45

bars” inside four Wal-Mart supercenters and another four to opened over the next year. "It is a new concept for us. They are coffee bars with a walk-up window on one side and a bar to linger at on the other," says Jenny McCabe, a Star-bucks spokesperson. "We think we can simplify premium coffee and make it really accessible.” (Boughton and Ian, 2011) mention that Coffee vending machine given a chance to drink readymade Coffee in a plastic cup. The full concept is to drink coffee wherever and whenever you want with self-service. Though the Coffee and Tea is the most consumed beverage in the world after water, but we see very few writings of the beverage of tea in hospitality aspects. Hospitality is defined by the Oxford English Dictionary (2002, p. 1213) as “the friendly and generous reception Of guests or strangers”. The offering of a cup of tea is a universal sign of hospitality, in either a home or commercial hospitality setting (Walton, 2001). Taking tea at afternoon is common habit to many people and its origin in Britain. Media reports (Kelly, 2001) show that many hotels are now serving afternoon tea for the different clients. Fairmont Hotel web site (2004a) notes “Premium tea business is soon to become the new lunch”. Profit may be a partial motive for the extension of traditional afternoon tea hours, as the tea meal service affords hoteliers the opportunity to use dining facilities beyond the traditional hours for breakfast, lunch and dinner. Green tea is rich in possibilities as a functional food and is a popular beverage among the new health-conscious generation. Research has started to remove the veil concealing some of its true power as a functional food as attention is being paid to the role of green tea in bio-regulating functions (McKay & Blumberg 2002; Erba et al. 2005; Williamson & Manach 2005; Cabrera et al. 2006); bio-defense function by preventing cancer (McKay & Blumberg 2002; Wu & Wei 2002; Higdon & Frei 2003; Lambert & Yang 2003; Horie et al. 2005; Shimizu et al. 2005; Arts 2008; More than two decades ago, Quelchand Takeuchi (1981) predicted that the vending machine would become one of the most important non-store marketing channels. Comparing that womilli on vending machines cited in the article at that time..

Presently, the vending machine business

is a $4 1 billion industry (National Automatic MerchandisingAssociation2002) and one of the 46

most pervasive retail business forms, through still low profile. Given the ever increasing presence and the pervasiveness of sending machines in the lives of consumers, it is surprising that there have been to date no studies in the marketing and consumer behavior literature that she delight on consumer’s usage behavior, experiences, opinions, and attitudes, not to mention their satisfaction, dissatisfaction, and complaining behavior, with the vending machine services. This glaring lack of knowledge about consumer behavior regarding vending machine service is even more surprising, considering the fence that our knowledge and understanding of consumer behavior in the retailing field have dramatically increased during the past two decades. The present study is conducted as a first step to fill such a grapping consumer behavior and non-store retailing literature.

ABOUT THE COMPANY SWOC ANALYSIS

47

A. Strength:(1)Strong heritage and local presence (2)Strong product portfolio (3)High Volume Production

48

(4)Large Market B. Weakness:(1)Overdependence on Indian market (2)Volatile input prices (3)Rural Population Unaware (4)Company does not go for advertising C. Opportunity:(1) Proposed investments (2) Unique Features (3) Exports (4) Tap Rural Populations D. Challenges:(1) No domestic presence. (2) Market controlled by HUL

49

3 C’S ANALYSIS

1.

Company

Godrej & Boyce Mfg. Co. Ltd., the holding company of the Godrej Group, started its journey with the manufacture of high quality locks in 1897. Today, we have 15 diverse business divisions offering consumer, office, and industrial products and services of the highest quality to every corner of India and across the globe. We value integrity, trust, service and 50

respect for individuals and for the environment. We pride ourselves for being one of India’s most respected corporate houses known for our philanthropy and initiation of labor reforms besides being recognized for our fair, transparent and ethical dealings. Our people are our assets who are groomed to deliver their best. What makes us special? At Godrej, it’s more than a career. It’s an opportunity to live your dreams and be part of a culture that nurtures ambition, challenges and provides freedom to operate and express your ideas. The Godrej Group touches the lives of 400 million Indians who use at least one of our products every single day. Our commitment to quality, attention to detail and customer centricity has helped us earn the trust of generations of Indians.

2.

Competitors

The competitors of Godrej Vending machines are as follows:

1. HUL 2. Nescafe 3. Café Coffee Day 4. Atlantis 5. Lavazza 6. Georgia

3. Customers The customers of vending machines are as follows: 1. Big Firms 2. Offices 51

3. Colleges/Schools 4. Occasionally like marriages or any other functions

LITERATURE REVIEW

52

Meaning:-

53

Research is a search for knowledge .It is a scientific and systemic search for pertinent information on a specific topic. It is an art of scientific investigation.

“Systematized effort to gain new knowledge is known as Research”

--L.V. Redman and A.V.H Mory.

Research Process in Flow Chart

54

1. STATEMENT OF PROBLEM 55

It is open knowledge individual get tasty before, during and after working hours. To satisfy them and to quench their appetite, management provided them with a vending machine which in itself is a great idea. But it yet to be known what the customers of this machine thinks about the machines. Furthermore, the placement of the machines in company calls for inquest in order to know if that represents what the customers like and also to ascertain if the company in jaipur represents a good place for the machines. In addition to that, product varieties in the machine will contribute immensely in satisfying the customers. So we will look into that to find out how the customers see the products in the machines. Finally, customer service is one aspect that plays an important role to customer satisfaction. We will try to find out how the service and maintenance are and how they are seen by the customers.

In this research work three types of problems have been identified. The problems are as follows: (a) What are the attributes contribute the perfect role on perceived quality of tea and coffee? (b) What are the dissimilarities between tea and coffee in aspect of perceived quality? (c) What are the consumers’ attitudes and opinion regarding the perceived quality of tea and coffee drinks?

2. RESEARCH OBJECTIVES 56

1. To ascertain customer’s perception of vending machine in JAIPUR. 2. To evaluate the location of vending machine to customers’ convenience 3. To determine the customer’s views on product varieties in the vending machines. 4. To find out the basis of information used by customers before making decision of precise brand of Vending machine.

3. RESEARCH DESIGN A research connotes the specification of methods and procedures for acquiring the information needed to structure or to solve problems. It is a programmer that guides the investigation in the process of collecting, analyzing and interpreting observations. It allows inferences concerning causal relations and defines the domain. Research design is a framework or plan that is used for a guide in collecting and analyzing the data for a study. This address the issue of how the study subjects will be brought into the scope of the study and how they will be employed within the research setting to yield the required data. Ohaja (2003) has it that research design is “the plan that will be adopted in a given research” It was a descriptive research, which has been done by making an in-depth study to get knowledge about the subject. Descriptive research includes: surveys of all kinds of facts and findings. The research is based on descriptive research by using secondary data about Godrej and various competitors in order to study the strategies followed in Godrej.

4. DATA COLLECTION METHORD 57

There are two types of Data:  

Primary Data Secondary Data

Primary data is information that we collect specifically for the purpose of our research project. An advantage of primary data is that it is specifically tailored to our research needs. A disadvantage is that it is expensive to obtain. The source of our primary data is the population sample from which we collect the data. The first step in the process is determining our target population. Once we have determined the target population, we will need to decide how to represent this population in our study. Obviously, it's impracticable to collect data from everyone, so we will have to determine the sample size and type of sample. Primary Data can be collected by 4 methods: Observation Survey Questionnaire Interview

   

Secondary data is the data that have been already collected by and readily available from other sources. Such data are cheaper and more quickly obtainable than the primary data and also may be available when primary data cannot be obtained at all. Secondary Data can be collected by 4 methods:    

Journal Internet Personnel Record Company Records

Universe: JAIPUR region only.

Sample Unit: 58

This part of the sample plan involve the decision about the respondents whether Financial Institution, Educational Institute, Corporate, Hotels, Manufacturing Units & Industrial sector.

Type of Research: Exploratory, Descriptive and analytical

Time for the Research: 45 Days

Sample Plan: In Sample Plan the researcher has to decide about the sample unit, sample size, sampling procedure and contact method.

Sample size: It includes 100 respondents which is a combination of different types of respondents.

Sampling Methodology: A sampling method is a procedure for selecting sample members from a population. Three common sampling methods are: Simple random sampling, Stratified sampling, Cluster sampling.

Sampling design: The sample design encompasses all aspects of how to group units on the frame, determine the sample size, allocate the sample to the various classifications of frame units, and finally, select 59

the sample. Choices in sample design are influenced by many factors, including the desired level of precision and detail of the information to be produced, the availability of appropriate sampling frames, the availability of suitable auxiliary variables for stratification and sample selection, the estimation methods that will be used and the available budget in terms of time and resources.

5. LIMITATIONS OF RESEARCH In spite of working under such a magnificent company and under the guidance of highly matured, capable persons, there are some shortcomings. The following constraints were still unavoidable: 

The information provided by the respondents on which all the results were drawn cannot



be denied that there was always a possibility of response error. The respondents were in segments so the time taken to interview with them was too

much.  The study was conducted within a time frame of 45 days only.  The respondents feel reluctant about the survey conducted.  Secondary data couldn’t be fully utilized because of difficulty in assessing it.  The sample selected is of heterogeneous nature.  Busy schedules of the senior officials  Resource constraints- researchers were not having any local staff support to carry out various activities for our research programmers.  Only few competitors have been analyzed: In Case of vending business researchers have analyzed Nestle & HUL as major competitors.  Conducting research in Jaipur city and nearby is not an easy task due to the distance travelled. The time was limited which made it even more difficult to visit far places like Kukus.  Lack of experience for researchers:- These researches were being conducted by students for summer internship and hence the students are not expected to have a expertise in field of research.

60

DATA ANALYSIS AND INTERPRETATION

61

62

aware of godrej vending machine Cumulative Frequency Valid

Missing Total

Percent

Valid Percent

Percent

yes

33

32.0

33.7

33.7

no

65

63.1

66.3

100.0

Total

98

95.1

100.0

5

4.9

103

100.0

System

From this interpretation we came to know that majority of the people are not aware of Godrej vending machine.

63

machine using Cumulative Frequency Valid

Missing Total

Percent

Valid Percent

Percent

yes

60

58.3

61.2

61.2

no

38

36.9

38.8

100.0

Total

98

95.1

100.0

5

4.9

103

100.0

System

Machine using consumers are more as compared to non-machine users.

64

factor affect Cumulative Frequency Valid

Missing Total

Percent

Valid Percent

Percent

Cost

26

25.2

43.3

43.3

Hygiene

31

30.1

51.7

95.0

Taste

2

1.9

3.3

98.3

Services

1

1.0

1.7

100.0

Total

60

58.3

100.0

System

43

41.7

103

100.0

Consumers are mostly focused on Hygiene part in spite of other factors. 65

reason for buying Cumulative Frequency Valid

Missing Total

Percent

Valid Percent

Percent

Time

12

11.7

20.0

20.0

Cost Saving

16

15.5

26.7

46.7

Taste consistency

32

31.1

53.3

100.0

Total

60

58.3

100.0

System

43

41.7

103

100.0

Taste Consistency is the major reason for the consumers who are buying Vending Machine.

66

vending machine evaluation Cumulative Frequency Valid

Missing Total

Percent

Valid Percent

Percent

Favorable

47

45.6

72.3

72.3

Unfavorable

18

17.5

27.7

100.0

Total

65

63.1

100.0

System

38

36.9

103

100.0

Most consumers are agreed for Vending Machine.

67

Majority of the Vending Machine users are satisfied with the service of Vending Machine.

68

factors influencing Cumulative Frequency Valid

Missing Total

Percent

Valid Percent

Percent

Price

9

8.7

14.5

14.5

Size of Content

2

1.9

3.2

17.7

Package

26

25.2

41.9

59.7

Calorie Content

25

24.3

40.3

100.0

Total

62

60.2

100.0

System

41

39.8

103

100.0

Persons for the premixes are focused on Packaging.

69

fulfilling beverage need Cumulative Frequency Valid

Missing Total

Percent

Valid Percent

Percent

pantry

16

15.5

16.8

16.8

Vending

36

35.0

37.9

54.7

Others

43

41.7

45.3

100.0

Total

95

92.2

100.0

8

7.8

103

100.0

System

Non-vending users fulfill the beverage need through other sources such as “Kaka Ki Thadi”. 70

which company premixes use Cumulative Frequency Valid

Missing Total

Percent

Valid Percent

Percent

Nestle

11

10.7

17.7

17.7

HUL

17

16.5

27.4

45.2

Godrej

11

10.7

17.7

62.9

Others

23

22.3

37.1

100.0

Total

62

60.2

100.0

System

41

39.8

103

100.0

Through our survey we came to know that Premixes of other companies are used more such as CCD, Bagh Bakri, Georgia.

71

FINDINGS

72

1. 2. 3. 4. 5.

Many consumers are not aware about Godrej vending machine. Consumer prefers Lipton & Nescafe over Godrej vending machine. Consumer is less inclines towards taking vending machine on rental basis. Consumer’s perception is often inclined towards brand name. Awareness about the Godrej vending machine to the consumer is very low even though

the brand name “Godrej” is attached to it. 6. Cost of the product is the major influencing factor which is reflected in the buying decision process of the consumer. 7. Nearly 50% of the non-vending users wanted in house facility with an instant serve option. 8. Tea is the most preferred hot beverage by the consumers. 9. Consumers think that brand name of the company can influence their purchase decisions. 10. Cost of Godrej premix, vending machines and per cup cost are more as compared to its competitors. 11. Godrej after sales services are better than HUL and Nestle. 12. The researcher found that Godrej Brand name has very good image in consumers as well customers mind and they considered it as reliable brand.

In these finding areas I tried to overcome it by making the people aware that Godrej is also manufacturing vending machines along with its premixes though it is not promoted as its competitors do but it has some unique properties which make it different against other companies vending products.

73

CONCLUSION

74

I have studied market research of Vending and I found that most of the consumers are Hygiene & Price Conscious and only a few of the consumers are Brand Conscious.

There are lots of consumers who are not aware of the fact that Nestle & Lipton are not the manufacturer of Vending Machines but these are marketed products sold under the name of these companies in the market.

As I already in above that consumers are Hygiene and Price Conscious and Godrej vending machines prices are high from the other vending machines which are available in the market. Consumers are satisfied with all the features of the machines and services, but they are not ready to pay high amount.

Lipton and Nestle are the market leaders. And both the companies have highest market share respectively of the total sample studied. This Industry is affected by the low cost machines which are manufactured by local vendors.

75

SUGGESTIONS

76

Most of the consumers of Jaipur market are price conscious and some of the consumers are brand conscious. There are lots of consumers who are not aware about the Godrej vending machine and they are dependent upon the local and other brands like Nescafe, Lipton, Georgia etc.

77

The consumers are ready to switch over on Godrej Vending machine due to its Brand Name and services provide to the consumers. On the basis of Data Analysis, the researcher has conclude that there is a need of Vending Machine in market but due to unawareness of these machines there are requirement of effective advertising and marketing strategies to make aware to the consumers about Godrej vending machines.

Research reached on this conclusion that there is huge demand of vending machine in market. The Government and Private (Industrial) sector analysis always in need of Vending Machine those can give satisfactory services in their organization with high accuracy. Through the evaluation of the project the market of Vending machines always there just the market player have emerge with latest technologies with less cost to consumers and best quality products.

These are some of the suggestions: 1. Godrej should first come up with small coffee sachets as to make people aware that yes it is also dealing in coffee segments then only people will easily accept their vending machine. 2. Looking forward towards respondent’s inclination towards the cost factor, it is mandatory for the company to decrease the price of vending machine. 3. A majority of the respondents i,e 80% say that the main reason behind purchasing a vending machine is that it saves the making time of the beverages, thus company should keenly work on reducing the per cup dispensing time in their coffee vending machine. Current rate is 5 cups per minute. 4. As premixes usage plays a vital role in deciding the rental schemes, thus keeping the prices of premixes on a little lower side might result in demand from the market, regarding both premixes as well as vending machines on rental. 5. In order to generate awareness regarding Godrej Vending charging ports could be provided at various points. Advertising the division vending and also will become a part of CSR activity.

78

6. Opening counters at the time of various events like JJF Literature Fest etc. This will provide an opportunity to aware people about Godrej vending and will also give consumers a chance to taste the product, as once they like this the taste they might result in purchase of Vending and its premixes.

APPENDICES AND ANNEXURE 79

Glossary of Terms

80

 Calls: Number of companies visited  Positive Calls: Those customers who are interested to buy vending machine.

 Negative calls: Those customers who are not interested to buy vending machine.

QUESTIONNAIRE

PERSONAL DETAILS: NAME OF EMPLOYEE:

………………………………

81

DESIGNATION:

………………………………

QUALIFICATION:

………………………………

GENDER:

{ } MALE { } FEMALE

DEPARTMENT

………………………………

WORK EXPERIENCE IN YEARS ………………………………

1. Are you aware that Godrej is into Vending Machine? (a) Yes (b) No 2. Which company’s vending machine name you know? (a) Nescafe (b) Lipton (c) CCD 82

(d) Godrej (e) Others 3. What are the factors affecting the buying decision? (a) (b) (c) (d)

Cost Hygiene Taste Services

4. What are the reasons for purchasing Vending Machine are: (a) Time saving (b) Cost Saving (c) Taste Consistency

5. Which mode is preferred for taking vending machines are: (a) Purchase mode (b) Rent mode (c) Not interested

6. What are the Perception about hygiene from the customer through vending machine: (a) Highly Satisfied (b) Dissatisfied (c) Unsatisfied

7. What are the Changes and feedback from customers: (a) Lowered Cost (b) Quality Improvement (c) Higher Advertisement

8. What could be the Reasons for not purchasing Godrej vending machine? (a) Low Awareness (b) High Cost 83

(c) Service issue

9. According to you what you consider the GodrejVending machine? (a) (b) (c) (d)

Useful Useless Important Not Beneficial

10. How would you evaluate the vending machine operations? (a) (b) (c) (d)

Favorable Unfavorable Positive Negative

11. How often would you say you use a vending machine? (a) Always (b) Sometimes (c) Frequently (d) Occasionally

12. If you were to choose a vending machine what would you prefer hygienic or unhygienic? (a) 100% healthy (b) Somewhat healthy (c) Unhealthy

13. When purchasing from a vending machine rate your trust and confidence 5 (completely trust product) 1 (Completely distrust product) (a) 5 (b) 4 (c) 3 (d) 2 (e) 1

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14. When making a choice of buying vending machine what factors would you see? (a) (b) (c) (d)

Price Size of Content Package Calorie Content

15. What are the major facors that affects not purchasing vending machine? (a) Lack Of Variety (b) Not used to (c) Others

16. Which beverage is consumed maximum? (a) (b) (c) (d)

Coffee Tea Chocolate Soup

17. Would you like to add snacks too in vending machine? (a) Yes (b) No (c) Don’t care

BIBLIOGRAPHY 85

PRIMARY SOURCES

COLLECTED WITH ORGANISATION    

Through Questionnaire. Interaction with the Sales and HR Department. Interaction with the workers and Section In charge. Through Interviews.

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SECONDARY SOURCES

REFERENCE BOOKS: 1. (Kothari, C.R) 2. Kotler, Philip and Keller, K.L.(2007) “Marketing Management” 3. Aswathappa, K., HR & Personnel Management, TATA Mc GRAW Hill Publishing Co. 4. Sudha. G.S., Marketing Management,

Magzines:  Personnel Today  Godrej Induction Manual  Howard Business Review

WEBLIOGHAPHY

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INTERNET SOURCES:

1. www.godrej.com 2. http://www.google.com 88

3. www.fluidserveys.com 4. www.knowthis.com 5. www.study.com

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