ASIA - PACIFIC INSTITUTE OF

MANAGEMENT

SYNOPSIS ON CUSTOMER
BEHAVIOUR PROJECT
BATCH: 2013-2015

SUBMITTED TO:

PRESENTED BY :

PROF: DR. NEHA MITTAL

SANKET RASTOGI (2K13A56)

TITLE
Purchasing behavior of a customer at the store in the modern trade.

INTRODUCTION
Kohinoor Speciality Foods India Private Limited, is the Indian subsidiary of $ 8 billion
(Market Capitalization) McCormick & Co., Inc., USA (NYSE: MKC), the global leader in Spices, Seasonings
& Flavors. Kohinoor the most trusted & preferred brand of Bamati rice is owned by Kohinoor
Speciality Foods India Pvt. Ltd. (KSF) in India. KSF, the 85:15 JV company between McCormick & Co., Inc.
& Kohinoor Foods Limited commenced its operations in Sep 2011. Today KSF owns a state of the art
food manufacturing facility at Bahalgarh, Sonipat, Haryana, which manufactures Ready to Cook, Ready
to Eat and Frozen Food items while it sources its Rice from its JV partner Kohinoor Foods Limited from
their world class rice factory based in Murthal, Haryana.Their product range includes Basmati rice, 2
minute meal, rice n spice, frozen treat in many varieties.
The Board of Directors of the Company comprises of Mr. Satish Premanand Rao (Managing Director);
Mr. Paul Craig Beard (Director) and Mr. Timothy John Large (Director). Mr. Satish Rao, Managing
Director, spearheads the Companys business operations.

NEED & RELEVANCE

There is a continuous need to read the customer mind set so that product attributes and marketing
strategies can be mould accordingly. This will help company to retain its customer and at the same time
it helps in making new one.

PRIMARY & SECONDARY OBJECTIVES

To understand the customer behaviour in modern trade, that include both B2B and B2C
To increase the sales
To formulate and implement the marketing strategies
Segmenting the product range according to the target customer

EXPECTED OUTCOME

To know the effectiveness of the marketing strategies

Different strategies and tactics for the customers of B2B and B2C

PLAN OF ACTIONS

Observations
frame questionnaire
Conduct the interviews and surveys for their views, feedback and suggestions
Analyse the obtained data