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Contents 1.
EXECUTIVE SUMMARY ..................................................................................................... 2
2.
INTRODUCTION ................................................................................................................... 3 COMPANY PROFILE ................................................................................................................ 3 ORIGIN OF THE ORGANIZATION: ....................................................................................... 4 GROWTH AND EXPANSION OF CBNP: ............................................................................... 4 PRODUCTION CAPACITY: ..................................................................................................... 5 CRANE GROUP OF INDUSTRIES: ......................................................................................... 6 WELFARE ACTIVITIES ........................................................................................................... 7 PRODUCT PROFILE ................................................................................................................. 8 MARKETING IMPLICATIONS ................................................................................................ 9 NEED FOR THE STUDY ........................................................................................................ 11
3.
RESEARCH METHODLOGY ............................................................................................. 12 DATA COLLECTION METHODS ......................................................................................... 12 SAMPLING: ............................................................................................................................. 13 STATISTICAL TOOLS:........................................................................................................... 13
4.
SCOPE & LIMITATIONS OF THE STUDY ....................................................................... 14
5.
OBJECTIVES OF THE STUDY .......................................................................................... 15
6.
ANALYSIS & INTERPRETAION ....................................................................................... 16
7.
FINDINGS............................................................................................................................. 43
8.
SUGGESTIONS .................................................................................................................... 44
9.
CONCLUSION ..................................................................................................................... 45
10.
QUESTIONNAIRE ........................................................................................................... 46
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1. EXECUTIVE SUMMARY Crane obviously falls in the first category. Since its inception in 1963, the company has served the finest nut powder to all over India. It believes that its responsibility goes beyond its corporate goals. Its journey starts way back in 1963. Sri. Grandhi. Subba Rao was started Crane Betel Nut Powder in Guntur, Andhra Pradesh in 1957 with a mission of serving people through quality and taste. It’s also proprietary concern to start with, it is a family organization with annual turnover Rs.40, 000/-. By establishing standard quality in the product the firm gained popularity and confidence of the consumers with short span of time. Maintaining stringent quality management and meeting strict quality standards, Crane devotes all its knowledge and experience to live up to high customer expectations. Unrivalled in its versatile variety, way ahead of the competition in quality, Crane holds sole monopoly in the niche segment of marketing family packs. Crane Betel Nut Powder Works was established in the year 1957. It was founded by Mr. “Grandhi Subba Rao” with an initial capital of Rs.100/- with 2 to 3 workers. It is sale proprietor organization and it was established in the Sampath Nagar Guntur. The main objective of the organization is to manufacture Betel Nut Powder. Mr. Grandhi Subba Rao feels that it is the only business to start with lowest investment. He started the marketing nut powder and sold with brand name of “No.1 Vani”. And he done that up to 7years the business throughout the state, afterwards in 1957 he established and registered the name of Crane Betel Nut Powder Works”. On that time the product was sold in the towns and rural areas of Guntur District only turnover of Rs. 60, 000/-. Crane betel nut powder works has got award for the best quality and taste of the product from Dr. C. Ranga rajan, former governor of Andhra Pradesh. This award is given by CITD. Industrial promotion independence governor award 1997.
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2. INTRODUCTION The principal task of marketing management is to fulfill the aspirations of the consumers. It is thus imperative to understand what the consumers want, how they make the choice, or what these sources of information and influence processes, etc. In this process an organization can identify new opportunities in the market, evaluate and monitor marketing actions, and in general evolve better marketing program to serve the interest of consumers. Thus market research acts a link between the consumer and the marketer. One major objective of ant marketer is to earn profits through consumer satisfaction. To achieve consumer satisfaction, a study of factors influencing consumer behavior is very much necessary. The consumer behavior involves a study of the factors influencing consumer behavior is very much necessary. The consumer behavior involves a study of the factors, which influence the decision making of the consumer. Of all the factors, psychological factors play a crucial role in influencing the decision process of the consumer. Hence a study of the attitudes towards decision making considered for the present study. The dilemma that all marketers are facing is getting the maximum done in minimum possible time and with brand loyalty becoming a thing of the past, given choice available to the consumer, it is no longer a case of product pus, rather it is consumer pull.
COMPANY PROFILE
Crane obviously falls in the first category. Since its inception in 1963, the company has served the finest nut powder to all over India. It believes that its responsibility goes beyond its corporate goals. Its journey starts way back in 1963. Sri. Grandhi. Subba Rao was started Crane Betel Nut Powder in Guntur, Andhra Pradesh in 1957 with a mission of serving people through quality and taste. It’s also proprietary concern to start with, it is a family organization with annual turnover Rs.40, 000/-. By establishing standard quality in the product the firm gained popularity and confidence of the consumers with short span of time.
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Maintaining stringent quality management and meeting strict quality standards, Crane devotes all its knowledge and experience to live up to high customer expectations. Unrivalled in its versatile variety, way ahead of the competition in quality, Crane holds sole monopoly in the niche segment of marketing family packs.
ORIGIN OF THE ORGANIZATION: Crane Betel Nut Powder Works was established in the year 1957. It was founded by Mr. “Grandhi Subba Rao” with an initial capital of Rs.100/- with 2 to 3 workers. It is sale proprietor organization and it was established in the Sampath Nagar Guntur. The main objective of the organization is to manufacture Betel Nut Powder. Mr. Grandhi Subba Rao feels that it is the only business to start with lowest investment. He started the marketing nut powder and sold with brand name of “No.1 Vani”. And he done that up to 7years the business throughout the state, afterwards in 1957 he established and registered the name of Crane Betel Nut Powder Works”. On that time the product was sold in the towns and rural areas of Guntur District only turnover of Rs. 60, 000/-. Awards for the Organization: Crane betel nut powder works has got award for the best quality and taste of the product from Dr. C. Ranga rajan, former governor of Andhra Pradesh. This award is given by CITD. Industrial promotion independence governor award 1997.
GROWTH AND EXPANSION OF CBNP: With the branding of crane they extended their business all over the state appointing sales name in different areas. Through its good management and organization, CBNP reached a good position in AP by 1968. CBNP became a No.1 nut powder manufacturer by 70% of the nut powder market and became an unbeatable leader in these nut powder markets in the state. It didn’t stop its expansion. It started slowly entering the other states. In 1976, it extended the business to Chennai
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and it slowly entered the Karnataka market in 1978 by 1980, it covered almost all the south India. CBNP is the current market leader in the nut powder industry. Its present turnover rose from 6000/- to above 65 corers. CBNP in the initial stages manufactured only one type of nut powder i.e., plain nut powder (P.T). With the increase in the market share and to face the competition started introducing new product like sweet supari, Gold pouch, extra special and so on. Crane has notched up an imposing market share of 85% in Andhra Pradesh, 60% in Tamil Nadu and 40% in Karnataka which itself reflects the company’s clear lead in the field. For capturing the markets CBNP maintain different styles of packing as per the interests of those areas, so that the people accustomed to the products very easily.
PRODUCTION CAPACITY: Crane Betel Nut Powder works is having excellent production capacity in marketing nut powder. It is having above 100 machines of production and packing machines. Now the production capacity is more than 80,000 per annum. Its actual capacity of the plant is 50,000 per annum. According to the needs of the sales of the machines are operating. The firm mainly producer’s two variables of products namely: 1. Sweet Nut Powder 2. Un Sweet Nut Powder The firm buys the raw material from different states as follows: Shimoga from Karnataka, Labels from Sivakasi, Printing Paper from Delhi and Hyderabad, Polythene covers from Sivakasi and Bangalore, Vanaspathy form Mumbai. The firm maintains different formulas from different varieties. For example, the formula for and contents for 60 paisa variety differs that of one rupee variety with the major changes in the quality intergradient’s and raw materials according to the price of the product. 5
Personal Department: There are above 600 employees working Crane Betel Nut powder Works of these are skilled, Unskilled and semiskilled and senior management staff. Crane Betel Nut Powder Works balanced team of technical and managerial personnel levels the dedicated efforts of all the employees of the company have helped the plant to active the highest rates of capacity utilization in the first year of operation itself. Steps are being taken to include all employees in the process of corporate planning and human resource development. Crane betel nut powder works provides more facilities to its workers. Those are provident fund, future fund, fund bonus, level encashment. Local privileges, vehicles maintenance etc. crane betel nut powder works offers Rs. 1,500 to 15000 as a salary according to the post. It is contributing 12% to P.O and 1.25% to E.S.I
CRANE GROUP OF INDUSTRIES: Crane Betel Nut Powder Works is one of the leading Crane Group of industries. The Crane Group is leader too in the other industries like software, Agritech; nut powder related the crane group which started with a little investment in four figures now is having and asset base of above 100 crores. Crane group is having popularity and confidence of the people of South India especially Andhra Pradesh. Some, they are successful in every field they entered. Crane group has seen firms under control. They are 1. Crane Betel Nut Powder Work 2. Virat Crane Industrial Limited 3. Vilas Finance & Investment Limited 4. Durga Dairy Limited 5. Apex Solutions Limited 6. Virat Crane Bottling Limited 7. Virat Crane Agritech Limited
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WELFARE ACTIVITIES Security fund scheme: If any worker in crane betel nut powder works expires while in service, a certain amount would be given to them as death help according to the post of the deceased worker, death help would be given to the dependent/nominee as described, where in the case of any accident to the worker, the crane pays some amount to the workers for treatment. Future fund scheme: Human being while fulfilling their basic needs also envisage a better standard of living and also security for the future. In order to meet his/her initiated demands. Thus it also becomes the responsibility the society or the organization to fulfill the aspiration of the human being. For this purpose they cut 10% of earning of the concerned field workers. Every worker wants to withdraw his/her deposit amount before the compassion of one year. Marriage help: The crane betel nut powder works also provides marriage help to its workers. At the same time of marriage of their dependents sisters, daughters and themselves. They provide some amount to their workers. Medical facility: The organization provides medical facilities to the workers. Who are having the regular, active and decayed worker at the time of need, in case of ant accidents medical emergencies or any other treatment/operations the workers and their dependents shall be eligible for the benefit.
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PRODUCT PROFILE The consumption of nut powder was mainly used at the time of festivals and all occasions. Thus nut powder consumption became a habitual thing. Now days it is used by all classes of people. India is largest producer of it in the world. Today under area nut is estimated to be more than 2.5 lakhs back water yielding about 2.8 lakhs tones of processed nuts. Karnataka is the major producer of Area nut with 405 of total production. India is the largest consumer of areca nuts. CBNP manufactures different typed of products in different packages some of them are as follows a) CRANE BETEL NUT POWDER b) CRANE SWEET SUPARI(SS) c) GOLD POUCH d) MOUTH FRESHNER e) CRANE EXTRA SPECIAL Crane Betel Nut powder: It is also known as PT Nut Powder and in some areas called as “HOT” Nut Powder. It is the first product of Crane. This product is made from betel nut pieces, vegetable oil, Menthol, bernoil, clove oil and permitted preservatives. This brand is available in different packages of 25 paisa, 50 paisa, Rs. 1/-, Rs. 2/-, Rs. 5/-. Crane Sweet Supari: Sweet supari is the largest selling brand of CBNP. This product is made from betel pieces, vegetable oil, menthol, bernoil, clove oil, chackrin, and permitted flavors preservatives. Gold Pouch: Gold Pouch is mixed of both sweet and PT. this product constitutes the top quality betel nut pieces, liconics, vegetable oil, menthol, clove oil and permitted preservatives. This product is
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available in three sizes they are 25 Gms, 50 Gms, and 100 Gms which worth Rs.10, Rs. 20 and Rs. 40 respectively. Mouth Freshener: The entrants of the competitors in field of mouth freshener. CBNP gave a shock treatment by introducing the same mouth freshener at the challenging rate of 25 paisa. Which earned a good market for its product and almost wiped off all the others? Crane Extra Special: This product crane is used the contents of betel nut pieces, natural spices, vegetable oil etc., it is quality product of crane because all the spices and nut powder used in quality item. The taste and smell of this product is excellent. These are the five flavors of manufacture the crane. These all are takes a good position in the market because Crane Betel Nut Powder Works takes a good measure to mix the spices and nuts.
MARKETING IMPLICATIONS Marketers facing consumers who have a negative attitude towards their product must also work to identify the key issues shaping a consumers attitude then marketing decision (e.g. advertising) in an effort to change the attitude. For companies competing against strong rivals to whom loyal consumers exhibit a positive attitude, an important strategy is to work to see why consumers on these issues. Alternatively, a company can try to locate customers who feel negatively toward the competitor and then increase awareness among this group.
CUSTOMER AND CONSUMER
The term customer is typically used to refer to someone who regularly purchases from a particular store or company.
The term consumer more generically refers to any one engaging in any of the activities therefore a customer is defined in terms of a specific firm while a consumer is not.
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Types of consumer decisions: There are myriad of decisions options possible for the consumer in today’s market economy. These options, however, may be distilled in to five main type decisions 1. What to buy 2. How much to buy 3. Where to buy 4. How to buy 5. When to buy Deciding what to buy is one of the consumer’s most basic tasks. No buying activity may take place unless this fundamental decision made. A consumer’s product or service decision may encompass not only the generic category of products desired such as appliances, but more specifically, the narrow range of items such as kitchen appliances. Consumer must even make decisions on brands prices and product features. A second basic decision by the consumer relates to how much of the item will be produced. Another determination to be reached by the consumer involves where the selected product or service will be purchased. This is a very important decision, which interacts thoroughly with the previous decision on what to buy. Two products although physically the same are likely to be perceived differently because of other facts associated with them. Consequently what one purchases is closely related to decision of where on decides to purchase. Not all sales outlets are like and consumers have many options concerning location, merchandise lines, prices and so on. The consumer must also determine when to buy. This decision is influenced by such factors o urgency of the need and availability of the chosen item. Finally the decision of how to buy is another complex issue. Many factors influence how the consumer buys. To indicate merely a few of the elements involved, consider some of the alternative strategies consumer use.
CHARACTERISTICS OF CONSUMER 1. Learning and Experience 2. Shopping Orientation 3. Social Status
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4. Age and household life cycle 5. Product development 6. Perceived risk
CONSUMER INVOLVEMENT Most definitions acknowledge that involvement 1. Is related to the consumer’s value and self-concept, which influence the degree of personal importance ascribed to a product or a situation. 2. Can vary across individuals and different situation. 3. Is related to some form of arousal
NEED FOR THE STUDY The project work is concerned with study on market survey on consumer attitudes towards CRANE BETEL NUT POWDER WORKS. The project work is done for the purpose analyzing the changing attitudes of the consumers and measuring their consumption process of betel nut powder by consumers. Betel nut powder has become a common product in every household. This is a product, which has excellent ancient history in India. The nut powder with a mixture of sweet and hot varieties has been attracting the consumer’s crane betel nut powder in Guntur town. The present study is taken up in crane betel nut powder works, a very famous and popular company that was founded by Sri. Grandhi Subba Rao garu and which enjoy a large market share. Through it have few competitors the present study make an attempt to study the attitude of consumers towards crane betel nut powder in Guntur city.
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3. RESEARCH METHODLOGY Research is defined as human activity based on intellectual application in the investigation of matter. The primary aim for applied research is discovering, interpreting, and the development of the methods and systems for the advancement of human knowledge on a wide variety of scientific matters of our world and the universe. It is conducted without any practical end in mind, although it may have unexpected results pointing to practical applications. “Research means search for knowledge” sometimes it may refer to a scientific and systematic search for pertinent information on a specific topic. In fact research is an art of scientific investigation.
DATA COLLECTION METHODS To accomplish the objective of the study, descriptive research design is adopted to collect the data from the consumers of the different brands. Descriptive researches simply describe things such as demography characteristics of consumers who use the product. The descriptive study is typically concerned with determining frequency with which same thing occurs. This study is typically guided by initial hypothesis. For any research these two types of data are necessary: 1. Primary data 2. Secondary data Primary data: Primary data is collected through survey. Survey research is systematic gathering of data from the respondents through questionnaire. Secondary data: The secondary data is collected from the magazines and company past records and websites.
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SAMPLING: Sampling may be defined as the selection of an aggregate or totally on the basis of which judgment of reference about the aggregate of totally is made. Sampling is used in conducting surveys and in studying various problems concerning production management, time and motion studies, market research, various areas of accounting and finance and the like. Sample size: The sample size is consumers in Guntur town. Sample area: In and around Guntur town. Sampling method: Random sampling method was used for the project.
STATISTICAL TOOLS: Statistical techniques are to obtain findings and average information in logical sequence from the raw data collected. After tabulation of data research have used the following quantitative technique.
Percentage analysis
Charts
PERCENTAGE ANALYSIS Percentage refers to special kind ratio. This method is used as making comparison between two or more services of data. Percentage used to decidable relationship. Percentage can also used to compare the relative Terries, the distribution of two or more services of data
CHARTS Bar charts are used to get a clerk look at the tabulated data.
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4. SCOPE & LIMITATIONS OF THE STUDY
Scope: The present study “A MARKET SURVEY ON CONSUMER ATTITUDES TOWARDS CRANE BETEL NUT POWDER”. Was under taken to understand the consumption pattern of betel nut powder in Guntur town, Andhra Pradesh. The sample was collected and analyzed to know the awareness level among respondents the use of betel nut powder and it varieties. As the study has undertaken only some areas in Guntur town. It scope is limited and can’t be extended to the whole universe. The sample size as 130 and the consumption pattern of the respondents was studied. The regular users and the others were commented through a questionnaire to understand their purchasing and consumption pattern. A part from this respondent who did not use crane was also contacted and a study of their perception towards crane betel nut powder was observed. Limitations: The following are limitation occur when the project is done at CRANE BETEL NUT POWDER WORKS 1. The survey was done in some areas of Guntur town only. So any implication is restricted to this limited area. 2. The time constraint deprived the survey from meeting all the respondents. 3. Even though care was taken to make research error-free some errors may have crept in. 4. Non-availability of the consumers at the time when the survey was conducted. 5. Access to all the records and files of the company were not possible at all the times. 6. Interaction with higher officials was limited due to their very busy schedules. 7. The respondents have answered the questionnaire with their level of knowledge that may not be indicative of the actual situation. 8. The sample size is only
respondents, hence the data collected may not be a
representative of the entire population.
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5.
OBJECTIVES OF THE STUDY
To study attitudes of consumers towards Crane Betel Nut Powder.
To know about the consumer reference for quality, taste, availability, and price of crane betel nut powder.
To know about fast moving nut powder in Guntur.
To find out the nearest competitor to the brand later.
To study the changing attitudes of consumers in the market.
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6. ANALYSIS & INTERPRETAION 1. What is your occupation? a) Student
b) Employee
c) Business
d) Agriculture
The following table shows the consumption level of betel nut powder according to the consumer’s occupation.
SNO
PARTICULARS
NO OF
PERCENTAGE
RESPONDENTS 1
STUDENTS
20
15
2
EMPLOYEES
40
31
3
BUSINESS
45
35
4
AGRICULTURE
25
19
TOTAL
130
100
Table 1: - CONSUMPTION ON BASIS OF OCCUPATION
CONSUMPTION ON BASIS OF 50 40 30
NO OF RESPONDENTS PERCENTAGE
20 10 0
Fig 1: - CONSUMPTION ON BASIS OF OCCUPATION
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Analysis: From the above table we observe that the students constitute 15%, employees constitute 31%, and business people constitute 35%, and agriculture people consume 19% respectively. Interpretation: Among the no. of sample respondents, majority of respondents whose consumption is more are from the occupation of business. Inference: From the above chart we observe that, majority of respondents whose consumption is more are from the occupation of business. 2. How much is your monthly income? a) Below 3000
b) 3000-6000
c) 6000-8000
d) 8000 & above
The following table shows the income classification of the consumers
MOTHLY INCOME
NO OF RESPONDENTS
PERCENTAGE
Below 3000
35
27
3000-6000
45
35
6000-8000
30
23
8000 & above
20
15
Total
130
100
Table 2: - INCOME CLASSIFICATION OF THE CONSUMERS
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INCOME CLASSIFICATION OF THE CONSUMERS
45 40 35 30
NO OF RESPONDENTS
25
PERCENTAGE
20 15 10 5 0 Below 3000
3000-6000
6000-8000
8000 & above
FIG 2:- INCOME CLASSIFICATION OF THE CONSUMERS Analysis From the above table it is concluded that income below of Rs. 3000 monthly income consumes 27%, 35% of respondents were between 3000-6000, 23% of respondents were of income between 6000-8000 and those respondents of 15% consumes were of income above 8000. Interpretation Among the no. 0f respondents, majority of respondents who consume nut powder are of the income between 3000-6000. Inference: From the above chart we observe that, majority of respondents who consume nut powder are of the income between 3000-6000.
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3. What is your educational qualification? a) Primary
b) High school
c) College
d) University
The following table shows the consumption of betel nut powder by basing on their educational qualification S.NO
MONTHLY INCOME
NO OF RESPONDENTS
PERCENTAGE
1
Primary
10
8
2
Secondary
20
15
3
College
35
27
4
University
65
50
Total
130
100
TABLE 3: - CONUMPTION ON BASIS OF EDUCATIONAL QUALIFICATION
CONSUMPTION ON
70 60 50
NO OF RESPONDENTS
40
PERCENTAGE
30 20 10 0 Primary
Secondary
College
University
FIG3: - CONUMPTION ON BASIS OF EDUCATIONAL QUALIFICATION Analysis:
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From the above table it is observed that 50% of the respondents are university level, 27% of respondents are from college level, 15% of respondents are from high school level and the remaining 8% of respondents are from primary level. Interpretation: Among the no. of respondents, the educational qualification of majority of respondents is university. Inference: From the above chart we observe that, the educational qualification of majority of respondents is university. 4. Do you consume betel nut powder? a) Yes
b) No
The following table showing the opinion of consumers about the consumption of betel nut powder.
PARTICULARS
NO OF
PERCENTAGE
RESPONDENTS Yes
90
69
No
40
31
Total
130
100
TABLE4: - CONSUMERS ABOUT THE CONSUMPTION OF BETEL NUT POWDER.
20
90 80 70 60 50
NO OF RESPONDENTS
40
PERCENTAGE
30 20 10 0 Yes
No
FIG4: - CONSUMERS ABOUT THE CONSUMPTION OF BETEL NUT POWDER. Analysis: From the above table it is observed that persons who consume betel nut powder are of 69% and the respondents who do not consume betel nut powder are of 31%. Interpretation: Among the no of respondents, majority of respondents consume betel nut powder. Inference: From the above chart we observe that, majority of the respondents consume betel nut powder. 5. Do you know about Crane betel nut powder? a) Yes
b) No
The following table shows the consumer awareness on crane betel nut powder
PARTICULARS
NO OF
PERCENTAGE
RESPONDENTS Yes
85
65
No
45
35
Total
130
100
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TABLE5: - CONSUMER AWARENESS ON CRANE BETEL NUT POWDER
90 80 70 60 NO OF RESPONDENTS
50
PERCENTAGE
40 30 20 10 0 Yes
No
FIG5: - CONSUMER AWARENESS ON CRANE BETEL NUT POWDER Analysis: From the above table it is observed that 65% of respondents know about crane betel nut powder and the remaining 35% of respondents are not aware of crane betel nut powder. Interpretation: Among the no. of respondents, majority of respondents are aware of crane betel nut powder. Inference: From the above charts we observe that, majority of respondents are aware of crane betel nut powder. 6. How many times do you consume betel nut powder in a day? a) Once
b) Twice
c) Thrice
d) More than 3 times in a day
The following table shows the frequency of usage of betel nut powder by consumers
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S.no
Usage
No OF
PERCENTAGE
RESPONDENTS 1
Once a day
2
Twice a day
3
35
Thrice a day
4
More than three times a day Total
26.92 40
30.77
25
19.33
30
23.08
130
100
TABLE 6: THE FREQUENCY OF USAGE OF BETEL NUT POWDER BY CONSUMERS
40 35 30 25 20
NO OF RESPONDENTS
15
PERCENTAGE
10 5 0 ONCE A DAY
TWICE A DAY THRICE A DAY
MORE THAN THREE TIMES A DAY
FIG 6: THE FREQUENCY OF USAGE OF BETEL NUT POWDER BY CONSUMERS Analysis: From the above table it is observed that the consumer of crane betel nut powder, who consumes once in a day are 26.92%, 30.77% of respondents consumes twice a day, 19.23% of respondents consume thrice a day and 23.08% of respondents consume more than thrice a day respectively. 23
Interpretation: Among the no. of respondents, majority of respondents consume betel nut powder twice a day Inference: From the above chart we observe that, majority of respondents consume betel nut powder twice a day. 7. Describe the taste of crane betel nut powder in a day? a) Very good
b) Good
c) Average
d) Bad
The following table shows the opinion of consumers on the taste of crane betel nut powder.
SNO RESPONSE
NO OF
PERCENTAGE
RESPONDENTS 1
Very Good
45
35
2
Good
40
31
3
Average
30
23
4
Bad
15
11
Total
130
100
TABLE 7: CONSUMERS TASTE ON CRANE BETEL NUT POWDER
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45 40 35 30 25
NO OF RESPONDENTS
20
PERCENTAGE
15 10 5 0 VERY GOOD
GOOD
AVERAGE
BAD
FIG 7: CONSUMERS TASTE ON CRANE BETEL NUT POWDER
Analysis: From the above table it is observed that it consumes who response is very good are of 35% respondents whose response is good are of 31% people whose response is average are of 23% and people who feels that the taste of crane betel nut powder is bad are 11%. Interpretation: Among the no. of respondents majority of respondents say that the taste of crane betel nut powder is good. Inference: From the above chart we observe that, majority of respondents say that the taste of crane betel nut powder is good.
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8. Do you think crane is better than other nut powder brands? a) Yes
b) No
The following table shows the opinion of consumers whether crane is betel than other brands.
PARTICULARS
NO
OF PERCENTAGE
RESPONDENTS Yes
75
57.7
No
55
42.3
Total
130
100
TABLE 8: THE OPINION OF CONSUMERS WHETHER CRANE IS BETEL THAN OTHER BRANDS.
80 70 60 50
NO OF RESPONDENTS
40
PERCENTAGE
30 20 10 0 YES
NO
FIG 8: THE OPINION OF CONSUMERS WHETHER CRANE IS BETEL THAN OTHER BRANDS.
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Analysis: From the above table we observe that 75% of the respondents believe that crane is better than other brands and 42.3% believes that it is not better than other brands. Interpretation: Among the no. of respondents, majority of respondents feel that crane is better than other products. Inference: From the above table we observe that, majority of respondents feel that crane betel nut powder is better than other products. 9. What is the reason to purchase this product? a) Costly Taste
b) Easily available
c) Cheap
The following table shows the consumers reason to purchase crane betel nut powder.
PARTICULARS
NO
OF PERCENTAGE
RESPONDENTS COSTLY
10
7.7
TASTE
65
50
EASILY AVAILABLE
35
26.9
CHEAP
20
15.4
TOTAL
130
100
TABLE 9: THE CONSUMERS REASON TO PURCHASE CRANE BETEL NUT POWDER.
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70 60 50 40 NO OF RESPONDENTS 30
PERCENTAGE
20 10 0 COSTLY
TASTE
EASILY AVAILABLE
CHEAP
FIG 9: THE CONSUMERS REASON TO PURCHASE CRANE BETEL NUT POWDER. Analysis: From the above table we found that majority of respondents whose main reason to purchase crane is due to taste which lies in 50%. Easily available lies in 26.9% cheap lie in 15.4% and costly lies in 7.7%. Interpretation: Among the no. of respondents, majority purchased the crane because of its good taste. Inference: From the above chart we observe that, majority of respondents purchased the crane because of its good taste.
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10. Which of the following variety of nut powder you mostly consume? a) Hot Nut Powder b) Sweet Supari The following table shows the variety of crane nut powder that consumer consumes most
PARTICULARS
NO
OF PERCENTAGE
RESPONDENTS HOT NUT POWDER
58
44.6
SWEET SUPARI
72
55.4
TOTAL
130
100
TABLE 10: THE VARIETY OF CRANE NUT POWDER THAT CONSUMER CONSUMES MOST
80 70 60 50 NO OF RESPONDENTS 40
PERCENTAGE
30 20 10 0 HOT NUT POWDER
SWEET SUPARI
FIG 10: THE VARIETY OF CRANE NUT POWDER THAT CONSUMER CONSUMES MOST Analysis:
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From the above table we can observe that consumers mostly prefer sweet supari which is of 55.4% and consumption of hot nut powder is only 44.6% Interpretation: Among the no. of respondents, majority of respondents consumes sweet supari mostly. Inference: From the above chart we observe that, majority of respondents consumes sweet supari mostly.
11. What is occasion you mostly prefer to eat CBNP? a) After lunch
b) After dinner
c) Marriages
d) After Smoking
The following table shows the consumption of crane betel nut powder on a specific occasion
S.NO
PARTICULARS
NO
OF PERCENTAGE
RESPONDENTS 1
AFTER LUNCH
45
35
2
AFTER DINNER
30
23
3
MARRIAGES
15
12
4
AFTER SMOKING
40
30
TOTAL
130
100
TABLE 11: THE CONSUMPTION OF CRANE BETEL NUT POWDER ON A SPECIFIC OCCASION
30
45 40 35 30 25
NO OF RESPONDENTS
20
PERCENTAGE
15 10 5 0 AFTER LUNCH
AFTER DINNER
MARRIAGES
AFTER SMOKING
FIG 11: THE CONSUMPTION OF CRANE BETEL NUT POWDER ON A SPECIFIC OCCASION Analysis: From the above table it is observed that 35% of people consume CBNP after lunch 23% of respondents consume after dinner, 12% consumes in marriages and 30% of respondents consume after smoking. Interpretation: Among the no. of respondents, majority of respondents consume crane betel nut powder after lunch. Inference: The above chart we observe that, majority of respondents consume crane betel nut powder after lunch.
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12. By what media you came to aware of the product? a) Television
b) Friends
c) News Papers d) Others
The following table shows the sources of media by which consumer came to know about crane betel nut powder.
PARTICULARS
NO
OF PERCENTAGE
RESPONDENTS TELEVISION
35
27
NEWS PAPERS
30
23
FRIENDS
45
35
OTHERS
20
15
TOTAL
130
100
TABLE 12: THE SOURCES OF MEDIA BY WHICH CONSUMER CAME TO KNOW ABOUT CRANE BETEL NUT POWDER.
45 40 35 30 25
NO OF RESPONDENTS
20
PERCENTAGE
15 10 5 0 TELEVISION
NEWS PAPERS
FRIENDS
OTHERS
FIG 12: THE SOURCES OF MEDIA BY WHICH CONSUMER CAME TO KNOW ABOUT CRANE BETEL NUT POWDER. 32
Analysis: From the above table we observe that the consumers who know CBNP through television are 27%, who knows CBNP through news papers are 23%, who knows CBNP through friends are 35% and who knows CBNP through others are 15%. Interpretation: Among the no. of respondents, majority of respondents consumes came to know about crane through friends. Inference: From the above chart we observe that, majority of respondents consumers came to know about crane through friends. 13. Do you want to change to other brands? a) Yes
b) No
The following table shows the opinion of consumers about changing to other brands.
PARTICULARS
NO
OF PERCENTAGE
RESPONDENTS YES
45
34.62
NO
85
65.38
TOTAL
130
100
TABLE 13: THE OPINION OF CONSUMERS ABOUT CHANGING TO OTHER BRANDS.
33
90 80 70 60 50
NO OF RESPONDENTS
40
PERCENTAGE
30 20 10 0 YES
NO
FIG 13: THE OPINION OF CONSUMERS ABOUT CHANGING TO OTHER BRANDS. Analysis: From the above table we observe that 34.62% of the sample respondents feel that they want to change to other brands from crane and 65.38% of the respondents feel that they don’t want to go other brands. Interpretation: From the above table majority of respondents don’t want to go to the other brands and they still want to continue the same brand. Inference: The following chart shows that majority of respondents don’t want to go to the other brands.
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14. Do you think crane betel nut powder is costly than other brands? a) Yes
b) No
The following table shows the opinion of consumers that whether the crane betel nut powder is costly comparing to other brands.
PARTICULARS
NO
OF PERCENTAGE
RESPONDENTS YES
60
46.15
NO
70
53.85
TOTAL
130
100
TABLE 14: THE CRANE BETEL NUT POWDER IS COSTLY COMPARING TO OTHER BRANDS.
70 60 50 40
NO OF RESPONDENTS PERCENTAGE
30 20 10 0 YES
NO
FIG 14: THE CRANE BETEL NUT POWDER IS COSTLY COMPARING TO OTHER BRANDS.
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Analysis: From the above table we observe that 46.15% of the respondents says that crane betel nut powder is not costlier and 53.85% of respondents says that crane is costlier than other brands. Interpretation: Among the no. of respondents, majority of respondents says that crane betel nut powder is not costly comparing to other nut power brands. Inference: From the above chart we observe that majority of the sample respondents feel that consumption not betel nut powder is bad for health.
15. Do you take crane mouth freshener after every meal? a) Yes
b) No
The following table shows the consumption of crane mouth freshener by consumers after having their meals.
PARTICULARS
NO
OF PERCENTAGE
RESPONDENTS YES
50
38.46
NO
80
61.54
TOTAL
130
100
TABLE
15:
THE
CONSUMPTION
OF
CRANE
CONSUMERS AFTER HAVING THEIR MEALS.
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MOUTH
FRESHENER
BY
80 70 60 50 NO OF RESPONDENTS
40
PERCENTAGE
30 20 10 0 YES
NO
FIG 15: THE CONSUMPTION OF CRANE MOUTH FRESHENER BY CONSUMERS AFTER HAVING THEIR MEALS. Analysis: From the above table we observe that 38.46% of respondents says that they consume crane mouth freshener after meals and 61.54% of the respondents says that they don’t consume crane mouth freshener after meals. Interpretation: Among the no. of respondents, majority of the sample respondents says that they don’t take crane mouth freshener after every meal.
Inference: From the above chart we observe that, majority of the sample respondents says that they don’t take crane mouth freshener after every meal.
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16. Are the features of crane are up to your expectation that you find while consuming a nut powder. a) Yes
b) No
The following table shows that whether the features of crane betel nut powder are up to the expectation that a consumer finds while consuming a nut powder.
PARTICULARS
NO
OF PERCENTAGE
RESPONDENTS YES
72
55.4
NO
58
44.6
TOTAL
130
100
TABLE 16: THE EXPECTATION THAT A CONSUMER FINDS WHILE CONSUMING A NUT POWDER.
80 70 60 50 NO OF RESPONDENTS 40
PERCENTAGE
30 20 10 0 YES
NO
38
FIG 16: THE EXPECTATION THAT A CONSUMER FINDS WHILE CONSUMING A NUT POWDER.
Analysis: From the above table we observe that, 55.4% of sample respondents feel that features of crane are up expectation and 44.6% of sample respondents feel that features of crane are not up to the expectation. Interpretation: Among the no. of respondents, majority of respondents feel that features of crane nut powder are up to the expectation that a consumer finds while consuming nut powder. Inference: From the above chart we observe that, majority of respondents feel that features of crane betel nut powder are up to the expectation that a consumer finds while consuming a nut powder. 17. What are factors does crane should have to improve to fulfill you satisfaction? a) Taste
b) Price
c) Packaging
d) Advertisement
The following table shows the specification of quality that impressed the consumers in crane betel nut powder.
PARTICULARS
NO
OF PERCENTAGE
RESPONDENTS TASTE
40
30.77
PACKING
20
15.39
ADVERTISEMENT
50
38.46
PRICE
20
15.38
TOTAL
130
100
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TABLE 17: THE SPECIFICATION OF QUALITY THAT IMPRESSED THE CONSUMERS IN CRANE BETEL NUT POWDER. 50 45 40 35 30 25 20
NO OF RESPONDNETS
15
PERCENTAGE
10 5 0
FIG 17: THE SPECIFICATION OF QUALITY THAT IMPRESSED THE CONSUMERS IN CRANE BETEL NUT POWDER. Analysis: From the above table we observe that 30.77% of respondents feel that it should improve the taste, 15.39% of respondents feel that it should improve the packing, 38.46% of respondents feel that it should improve the advertisement, 15.38% of respondents feel that it should improve the price. Interpretation: Among the no. of respondents, majority of respondents feel that crane should improve the advertising of its products. Inference: From the above chart we observe that, majority of respondents feel that crane should improve the advertising of its products. 40
18. Do you want to recommend CBNP to others? a) Yes
b) No
The following table shows the consumers recommending crane betel nut powder to others.
PARTICULARS
NO
OF PERCENTAGE
RESPONDNETS YES
95
73.08
NO
35
26.92
TOTAL
130
100
TABLE 18: THE CONSUMERS RECOMMENDING CRANE BETEL NUT POWDER TO OTHERS.
100 90 80 70 60
NO OF RESPONDNETS
50
PERCENTAGE
40 30 20 10 0 YES
NO
FIG 18: THE CONSUMERS RECOMMENDING CRANE BETEL NUT POWDER TO OTHERS.
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Analysis: From the above table we observe that 73.08% of respondents want to recommend crane to others and 26.92% of the respondents don’t want to recommend crane to others. Interpretation: Among the no. of respondents, majority of respondents want to recommend crane betel nut powder to others. Inference: From the above table we observe that majority of respondents want to recommend crane betel nut powder to others.
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7. FINDINGS The following findings emerged from the survey: 1. According to the survey it was found that preference for nut powder greatly exists in the occupation of business. 2. According to the survey it was found that people with income levels ranging from 3000 to 6000 are consuming more than the other income levels. 3. From the survey it was found that above 50% of the people belongs to higher education qualification consuming CRANE nut powder. 4. According to the survey it was found that the consumers are consuming betel nut powder twice a day. 5. According to the survey it was found that most of the consumers prefer to eat betel nut powder after lunch. 6. From the survey it was found that most of the consumers came to know about CRANE betel nut powder through their friends. 7. From the survey it was found that most of the consumers prefer to Sweet Supari than Hot Nut Powder. 8. From the survey it was found that company has increased its market share comparing to previous years. 9. From the survey it was found that most of the consumers like prefer CRANE rather than other products. 10. From the survey it was found that most of the consumers feel that CRANE is a easily available and low cost product comparing to other brands.
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8. SUGGESTIONS
The company needs to understand the changing tastes and preferences of consumers by conducting frequent market surveys and launch new products accordingly.
There is a need to improving the packing of sachets by using attractive colors and good quality packing material.
Agents play a big role in promoting the products of the company the organization should maintain good relation with the agents by offering them more incentives, gifts and cash discounts.
The company should improve its marketing efforts by improving the distribution channel and it should focus on improving its advertisement strategies to attract consumers in different media like print and electronic media.
Organization should concentrate more on rural areas, which offer huge potential to increase its market share by making the small shops and kirana shops distribute its products.
Organization should look after its competitors and new entrants and their strategies and to study the reasons for the gaining popularity among consumers.
Organization should improve its features such as fragrance and taste to gain consumer preference.
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9. CONCLUSION
It has become a challenge for every company to satisfy the changing attitudes of the consumers. As such marketers of different products and services should undertake to find out changes in the attitude of the people. It is in this context the present study assumes significance as CRANE BETEL NUT POWDER has been continuously doing best to satisfy the changing attitudes of the people through its marketing efforts. Hence studies of this type will go a long way in changing the consumer behavior through changes in attitudes.
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10.
QUESTIONNAIRE
1. What is your occupation? a) Student
b) Employee
c) Business
d) Agriculture
c) 6000-8000
d) 8000 & above
c) College
d) University
2. How much is your monthly income? b) Below 3000
b) 3000-6000
3. What is your educational qualification? b) Primary
b) High school
4. Do you consume betel nut powder? b) Yes
b) No
5. Do you know about Crane betel nut powder? b) Yes
b) No
6. How many times do you consume betel nut powder in a day? b) Once
b) Twice
c) Thrice
d) More than 3 times in a day
7. Describe the taste of crane betel nut powder in a day? a) Very good
b) Good
c) Average
d) Bad
8. Do you think crane is better than other nut powder brands? b) Yes
b) No
9. What is the reason to purchase this product? b) Costly Taste
b) Easily available
c) Cheap
10. Which of the following variety of nut powder you mostly consume? b) Hot Nut Powder b) Sweet Supari 11. What is occasion you mostly prefer to eat CRANE BETEL NUT POWDER (CBNP)? b) After lunch
b) After dinner
c) Marriages
d) After Smoking
12. By what media you came to aware of the product? b) Television
b) Friends
c) News Papers d) Others
13. Do you want to change to other brands? b) Yes
b) No
14. Do you think crane betel nut powder is costly than other brands? b) Yes
b) No
15. Do you take crane mouth freshener after every meal? 46
b) Yes
b) No
16. Are the features of crane are up to your expectation that you find while consuming a nut powder. b) Yes
b) No
17. What are factors does crane should have to improve to fulfill your satisfaction? b) Taste
b) Price
c) Packaging
d) Advertisement
18. Do you want to recommend CRANE BETEL NUT POWDER (CBNP) to others? b) Yes
b) No
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