SYNOPSIS

ON
MAJOR PROJECT
(Consumers’ perception regarding branded and
unbranded grocery items)

SUBMITTED TO SUBMIT BY: -

Mr. VIKASDEEP BALJIT SINGH

(Lecturer) ROLL. NO. 2212
MBA-2nd year

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT

FOR THE DEGREE OF “MASTER OF BUSINESS ADMINISTRATIVE”

(2009 - 2011)

PUNJABI UNIVERSITY, SCHOOL OF BUSINESS STUDIES

GURU KASHI CAMPUS,

TALWANDI SABO

BATHINDA
 INTRODUCTION ABOUT PROJECT

I choose my project under the topic Consumers’ perception regarding branded

and unbranded grocery items. Under this project I will do work on the
perception of the consumer under the branded & unbranded grocery items.
This work will be done with the help of survey by fill the questionnaire by
respondent (consumer).After that I find out conclusion by use proper
method/tests, for result and analysis the collected data by the help of graphs
and charts. I will also find out some limitations, recommendations under
this project.

CONSUMER PERCEPTION

''Perception can be describe as “how we see the world around us.”

“Perception is defined as the process by which an individual selects,

organized and interpret stimuli into a meaning full & coherent picture of the
world. A stimulus is any unit of input to many of the senses. Examples of
stimuli include products, packages, and brand names, advertising and
commercial.

What is a Brand?

“A name, term, sign, symbol or design, or a combination of these, that is

intended to identify the goods and services of one business or group of
businesses and to differentiate them from those of competitors”.

GROCRY ITEMS:-

1 A store selling foodstuffs and various household supplies.

2 Commodities sold by a grocer.
 NEED FOR STUDY

The packaged food industry is probably one of the most promising emerging

markets in India today. People today have become extremely conscious and are

willing to pay the extra rupees in order to ensure that quality product enter their

kitchens. Branded and packaged foods fill this gap not by saving only by saving

time for the consumer but also ensure quality and consistency.

• To know about the consumer liking disliking, their way of thinking & their

way of adopting the thing.

• To know about the various factors that perceive are important while

purchasing and where the branded & unbranded grocery to them.

• Grocery items are sale in various places like karyana stores, gernal stores

etc, to check the consumer perception about purchasing place.

• There are various brands of same product are available in the market, to

know the most favorite brands of particular consumer.

 OBJECTIVE OF STUDY

To check the awareness level of consumers regarding branded & unbranded

grocery items

• To study the perception of consumer about the packaged grocery items

• To know the place from where customer purchase branded items.

• To examine the factors influencing the purchase decisions of the customers.

• To determine & evaluate the factors that influences the customer’s perception

while purchasing a particular product brand.

 LITERATURE REVIEW

In 2004, R. SUBRAMANIAN, Managing Director of SUBHIKSHA addressed a

group of management students who wanted to learn from his miracle grocery-

pharmaceuticals store that changed the face of discount retailing in South India.

He says that there are number of brands of grocery items are available in the

market. There is full competition in market. Higher income consumer choose

branded items lower income consumer choose unbranded grocery items.

In 1998, James Henry University of Otago,In his search he conducted in New

Zealand “the perception of consumer regard branded & unbranded items” was

found to be the quality of the product gives effect on the consumer.

In April 2004, Casie Berning, Stan Ernst and Neal H. Hooker “-Grocery: Who is

the Ideal Consumer?” according to his search “Consumer choice behavior in

online and traditional supermarkets: The effects of brand name, price, and other

search attributes”. This article examines how various store environments (online

and traditional stores) can differentially affect consumer choices.

 RESEARCH METHODOLOGY

In order to reach relevant conclusion, research work will needed to be designed in a proper way.
Research part will divide into following steps:

 Literature survey

 Analysis

 Conclusion

1 Literature survey:

In order to know the actual concept of Consumers’ perception regarding branded and

unbranded grocery items, factors that give satisfaction, an extensive literature survey

need to be done. Various sources for information would be journals, books, articles and

internet.

2 Analysis:

Anglicizing the facts customer’s responses through questionnaire. Questionnaire could

be developed on various parameters. Then gathered data will be processed through

statistical techniques.

3 Conclusion:

After doing analysis of the customer’s perception, conclusion would be given on the

basis of gathered information.

 DATA COLLECTION SOURCES

Data Source

The researcher can get two types of data:

a) Primary Data

b) Secondary Data

Primary Data

Primary data is a data which does not exist earlier and is being collected by the researcher

first time for specific objectives. It is also called afresh data. In other words, direct collection

of data from the source of information, technology including personal interviews, telephonic

interviews and with the help of questionnaire.

Secondary Data

Any data which has been collected earlier by someone else for some specific purposes is

called secondary data. Indirect collection of data from sources containing past information

such as annual publication, books etc. constitute the secondary data.

Secondary data sources are as follows:

Text Books

Internet Sites

Newspapers and Journals

Annual Gadgets
 SAMPLE SIZE

How many people to be surveyed?

Generally, large sample size gives more reliable results than the small sized samples. The

selection will consist of 100 customers from fazilka city or other place.

Sampling procedure: It is a way through which sampling is done. There are

various procedures like random, systematic etc. The sampling procedure for my

study is convenience sampling.

Research design:
Descriptive in nature.

Collecting the Information

After this I will collect the information from the respondents with the help of Questionnaire.

Analysis of Data

The next step is to extract the pertinent findings from the collected data. The data collected

will has been analyzed by means of graphs, charts using simple averages in order to make

research more accurate.

 BIBLIOGRAPHY

Kotler Philip: “Marketing Management Analysis, Planning,

Implementation & Control, 6th edition

Chunawala S.A. (2001) , Product Management , Himalaya Publishing House

APRIL 04, 2009 Economic times

www.google.com

http://www.iimadh.ernet.in/-satish/teapaper.pd

www.brand.com