Chapter-1 Research Methodology



1.1 Problem Statement
 The project Study aims to conduct drive retail initiatives in Ahmedabad city, and to measure its impact on sales for Ramdev foods products Pvt. Ltd. The research is exploratory in nature and quantitative research tools to be used for data collection & analysis the data will be collected from the survey of the grocery retailers who sell Ramdev products.  How the Channel Sales management is working in Ramdev foods private ltd.  How does Proper Channel Sales management affect the sales?  How does channel design make any difference?  How availability and distribution network spices affects on its sales and satisfaction of retailers?  Effect of waiting time after ordering on the retailers as well as on sales?  How layers of distribution network affects on the availability and sales of the product?


Primary Research Objectives
 To identify service GAP areas  To measure availability of the Ramdev product portfolio & identify reasons for nonavailability and suggest ways to improve.

Secondary Research Objectives:
 To find out the Retailer’s preference and behavior in terms of selling and promotion of Ramdev products with reference to its distribution networks strength.  To identify the influence of dealer’s or big retailers in selling of Ramdev products over the end consumers.  To find out the reasons for not attaining in some products. (Like Ramdev Hing etc.) in accordance with the availability of other products instead of Ramdev spices and instant mix.


Sample Size: 400 Grocery Retailers Qualified Sample: 335 Sample Unit: Owner of the retail grocery shop Sampling Method: Non-Probabilistic Convenience sampling for Respondents Sampling Unit Sample Geography: Grocery retailers of Ahmedabad city  Data Collection Source: Primary data: Primary Data was collected with the help of survey & questionnaires. Secondary data: The secondary data was collected through journal. 4 .1. judgmental Sampling method is to be implemented. Under the non probability Sampling Techniques.  Sampling: Sample Design: The sample design for this project was a non probability Sampling Design.3 Method of Data collection We opted for a descriptive research type to achieve the above stated research objectives. magazines and web portals.

 Selecting product categories  Customer demographic segmentation  Sorting the questions in logical sequence  Selecting & Coding the responses Sub-objectives:  To study the impact of promotional activities on purchase behavior of buyers.5 Data Analysis Methods  Hypothesis testing by Z test  Perceptual mapping  Charts 5 . Following are the objective and sub objectives of the questionnaire: Objective: To study the availability of Ramdev products at different retail stores with reference to particular products.  To study the brand loyalty of buyers.  Ranking questions and preferential questions used in the questionnaire.  A copy of questionnaire is included in annexure at the end of the report.4 Questionnaire Design The questionnaire has been design as per the concept of the questionnaire design. 1.1.  To study the preference given to different brands of spices as per their age and income.

 The geographic scope is limited to Ahmedabad city only.6 SCOPE OF THE RESEARCH The scope of the research is limited in the following directions.  The product category scope is limited to the selected categories selected on the basis of availability.  The time scope is limited to 6 months which is the duration for the project 6 . the unorganized sector which is a major chunk is kept out of the scope.  The industry scope is limited to grocery retail sector & Private Labels only.1.

Chapter-2 Industry Overview 7 .

8 .

France.fought bloody sea-wars over the spice-producing colonies. Vasco Da Gama too was searching for a new route to the spice lands of Asia. Da Gama succeeded.2. For three centuries afterwards the nations of Western Europe . Though there were the Dark Ages. four tiny ships sailed southward from the port of Lisbon. Today when spices cost so little.1 Introduction to the Industry The Story of Indian spices is more than 7000 years old. sailing ships were carrying Indian spices. it seems unbelievable that they were once a royal luxury and those men were willing to risk their lives in quest of them. Portugal. 9 . under the guidance of Captain Vasco Da Gama. that Christopher Columbus discovered the New World. Spain. Only two of the four ships survived to reach their homeport. Epicurean Rome was spending a fortune on Indian spices. Dhaka Muslin and cloth of gold. Centuries before Greece and Rome had been discovered. While Columbus failed to achieve the goal. Five years later. but there were rich people who had gold to exchange for pepper and cinnamon. In a two year.. Like Columbus.000 miles round trip. Pepper. brocades. The fame of Indian spices is older than the recorded history. a pound of mace worth three sheep’s or half a cow. and a sack of pepper was said to be worth a man`s life.Portugal. Long before Christian era. the most valuable spice of all. during these Middle Ages. 24. was counted out in individual peppercorns. It is also said that Indian spices and her famed products were the main lure for crusades and expeditions to the East. he took his ships around the continent of Africa to India and back to Lisbon. It was in the year 1492 A. These two ships brought back a cargo of spices and other products worth 60 times the cost of the said voyage. and Great Britain . The spices of the East were valuable in those times. perfumes and textile to Mesopotamia. etc. the Greek merchants thronged the markets of South India. Holland. Arabia and Egypt. It is believed that the Parthian wars were being fought by Rome largely to keep open the trade route to India. Da Gama`s successful voyage intensified an international power struggle for control over the spice trade. It was the lure of these that brought many seafarers to the shores of India. silks.D. a pound of ginger was worth a sheep. buying many expensive items amongst which spices were one.

These traders of spices paid for the Art and Education for which Arabia became famous in the present day. Cloves contain a chemical called eugenol that inhibits the growth of bacteria. had to be thrown away. as we do today. The people of those times used spices. It was this combination of spices that century’s later British sailors spread throughout the world as curry powder. exploration. Some spices were also used for preserving food like meat for a year or more without refrigeration. In the sixteenth century.By the year 1000 Arabians had conquered the Indus valley. In many ways the culture of Arabia loved studying and learning different things. Arabian traders were able to make good money supplying these spices. It is still used to preserve some modern foods like Virginia ham. cloves were used to preserve food without refrigeration. ginger and turmeric make up the base of so many South Asian dishes. even with the high prices paid to the Indian middle men. masking the taste of the otherwise tasteless food that was nutritious. Arabian traders got the rare and exotic spices of the Far East from local spice merchants. In India. what is now India. When spices were not available people went hungry because they could not preserve their foods to carry them over to the winter. Spices were also flavor disguisers. 10 . conquest and fierce naval rivalry. Many great Greek and Roman plays were translated in Arabic. not only to their countrymen back home. to enhance or vary the flavors of their foods. so too were the geographic writings of Pliny and Ptolemy telling of the general location of the tabled Spice Islands. Later. the fascinating history of spices is a story of adventure. but to Europe as well. They brought the cumin and coriander that mixed with Indian pepper. mustard and ground mustard were also found to have preservative qualities. Such was the importance of spices those days. but if un spices. In nutshell.

. fennel. celery. comes under major category. aniseed. fenugreek. vanilla etc.Broadly. dill seed. onion. saffron. The important minor spices grown in India are ajowan. ginger. turmeric. chilies etc. there are two main subdivisions of spices one being the major spices and the other is minor spices. caraway. coriander. cardamom. cumin. garlic. For example the spices like pepper. 11 .

2%  Europe-25.1%  LAC-3.9%  Other-4.S.5%  Europe-22. These buyers have identified India as the destination for quality spices.1%  North America-13.5%  CIS and Baltics-1. 2001 (U.2. $ 44 bn)  Asia -38.Y.4%  CIS and Baltics-2. The wide range of 52 spices and its products in our export basket have impressed the discerning consumers.3%  LAC-2.7%  Africa-4. Japan and West Asian countries.7%  Africa-7.2 Exports of Indian Spices In last few decades India faced enormous growth in the exports of Indian spices in the world those exports includes branded and non-branded. 2008 (U.3% 12 . flavor and exquisite characteristics of Indian spices are well acclaimed the world over. The aroma. Indian spices are exported to more than 140 countries.Y. $163 bn)  Asia -51. North America is the major buyer of Indian spices followed by EU.S. India’s export Market F.1%  North America-22.3% India’s export Market F.9%  Other-0.

& eco-friendly environment. The term spice now generally includes a whole range of elements: spices. tropical rain forests. The earliest written record in India on Spices is the venerable Vedas . Today this classification has shifted somewhat. riverines.' The U. During the Vedic period. Legally the Food and Drug Administration (FDA) still considers dehydrated vegetables as separate and distinct from spices. and the others . even though still used in some circles. information was primarily was handed down orally from generation to generations through the medium of hymns. leafy herbs. There are also references to Black Pepper in the Yajur Veda. dehydrated vegetables. At the time only tropical aromatics like pepper.3 Basics of Spices Spices are seasonings for food that come from the bark. The history of Indian spices lies in the abundance & goodness that Mother Nature has blessed it with and made it so popular world wide. they require such seasonings to be labeled differently than spices. onion and garlic are listed as flavors.' This definition covers a wide range of plant and plant parts: tropical aromatics. roots. and spice blends. cinnamon. Sama and Atharva. seeds or stems of various aromatic plants and trees. blends and dehydrated vegetables. spices are 'any dried plant product used primarily for seasoning the mountain.such as the Rig Veda (around 6000 BC). Spice colorings and mustard must be labeled separate from spices.Yajurveda.2. spice seeds. green fields in a pollution-free. The Rig Veda contains references to various spices such as horseradish . rich valleys. swamps. The leaves and seeds of temperate-zone plants like basil and oregano were known as herbs. Spices used for coloring like paprika and saffron are also labeled separately or as a 'spice coloring. and all other dehydrated vegetables are labeled separately by name.a close relation of Mustard and Turnip. According to the American Spice Trade Association (ASTA). herbs. wetlands. Department of Agriculture (USDA) follows similar rules as the FDA. fruit or flower parts. 13 . and cloves were considered a spice.S. marshy woodlands. buds. roots. These are but few of the spices in the natural expanse of the subcontinent .

The regulatory functions of the Board include registration of spices exporters and licensing of dealers and auctioneers of cardamom. North America is the major buyer of Indian spices followed by EU. and development of spices in North East Region.2. quality evaluation/improvement.5 Current scenario of export Indian spices are exported to more than 140 countries. The wide range of 52 spices and its products in our export basket have impressed the discerning consumers. regulation of cardamom trade. These buyers have identified India as the destination for quality spices. 14 . The Board has 35 regional offices. flavor and exquisite characteristics of Indian spices are well acclaimed the world over. export promotion of spices and support for post harvest improvement of spices. The aroma. 38 field offices and 4 research institutions functioning all over India. 10 of 1986) with the merger of the erstwhile Cardamom Board (1968) and Spices Export Promotion Council (1960).4 Brief background of Spices Board: Spices Board was constituted on 26th February 1986 under the Spices Board Act 1986 (No. Japan and West Asian countries. The mandate of the Board includes research and development of cardamom. production of organic spices. 2. production and research of vanilla.

spice oils & oleoresins. mixtures. Out of the 380 manufacturer exporters. freeze dried spices.2. color extracts have got good demand in developed countries. frozen spices. 15 . More than 20 processing units have upgraded their technology to meet the international quality standards/buyers' requirements. 2. 18 units accredited with HACCP certification. 98 units have been established in-house laboratories and 35 units with ISO 9000. dehydrated spices. spice powders. spices in brine. 32 spice brands have been registered with the Board. of which 100 exporters contributes to the extent of 80% of exports. Recent additions to the list are vanilla. Major value added products viz. blends.. curry powders/pastes. Value addition is the key.7 Different varieties of spices Products of spices like spice powders/curry mixtures. spice oils and oleoresins including mint oil and menthol crystal contribute nearly 50% of the total export earning. herbal spices and organic spices which have become the focus products in the international market.6 Current size of the Indian spice exporters Indian spice industry sector consists of 2100 registered exporters.

due to which several farmers have begun practicing this traditional method of cultivation. numerous small farmers have been practicing organic farming. nutrient management. Major shift has been observed in the farming culture. In recent years. organic agriculture has gained considerable importance. have all ensured that there has been a sustained increase in the productivity & quality of the spices crops that are grown and harvested by us. The spices and other food stuffs produced from this type of farming are certainly without any harmful ingredients. But even today. 16 .8 Cultivation of spices Spice cultivation and production practices take in to account diverse aspects of Implementation of cutting-edge agro-techniques and cultivation methods.1 What is organic cultivation? Organic Cultivation is a type of farming that does not involve usage of chemicals like chemical fertilizers and pesticides.8.          Site selection Adaptability Seedbed preparation Seeding Fertilization Weed control Harvesting Storage Processing 2. organic cultivation is proven as the means to produce safe foodstuffs and preserve the environment. The reason being.2. but are unable to reap its benefits.

there has been a trend towards the adoption of organic methods of cultivation. The various advantages of adopting organic cultivation are:         Producing healthy.8.2. healthy and pollution free.2 Organic Cultivation: With a rising demand in the world market for hygienic foods. nutritious and high quality food Encouraging and enhancing biological cycles Enhancing the long-term fertility of soils Aids soil and water conservation Maintains the diversity of the gene pool Minimizes pollution from outdated agricultural practices Preserves and nurtures traditional knowledge in farming methods & seeds varieties Minimizes the negative impact of social and ecological impact of farming systems 17 . Organic farming is crop production method that promotes environmental sustainability. The use of organic cultivation and the use of natural fertilizers have become popular among cultivators around the world. it ensures that the crops produced are nutritive. While optimizing resource use.

3 How is organic cultivation different from general Cultivation? Multitudes of benefits are associated with the organic cultivation. the spices produced are free of harmful chemicals. Moreover.  Safe environment: Organic fertilizers are easily bio-degradable and do not cause environmental pollution. end-consumers who use these spices in their food items will be less prone to diseases such as cancer.2. one being the organic fertilizers are carbon based compounds that increase the productivity of plants. as compared to those who consume the spices produced using chemical fertilizers.8. this type of cultivation is also considered to be better than the general cultivation.  Fertility of soil: Organic cultivation ensures that the farms remain fertile for years. Besides being one of the traditional methods of farming. the usage of chemical fertilizers can cause varying diseases in human beings and extinction of a number of plant. 18 . The organic cultivation has various benefits over general cultivation. but chemical fertilizers contaminate land and water. some of which are underlined below:  Non-toxic spices: By using organic fertilizers in our farming unit. As a result. the practice of general or inorganic farming has resulted in infertility of the land. animal and insect species. forcing many farmers to increase the chemical fertilizer inputs or leave farming. heart stroke and skin disorders. On the contrary. Many facts are associated with this conclusion.

UNCTAD/GAT. in the recent times. Japan and Australia. According to the ITC. a shift towards traditional / ethnic medicines is an essential factor contributing to the growth of organic cultivation. out of which 100 are from Asia and Africa. Initiatives taken by Spice Board of India for promoting the production and export of organic spices have widely affected the overall cultivation of the spices in India. USA.4 Trends of organic cultivation Organic Cultivation has become one of the popular methods of farming. This trend is exhibited from the world wide demand of the organic spices. Internationally. food trends are changing with the increasing health concern. As organic foods & spices are free from chemical contaminants. Since spices form part of many medicines. the demand for these products is steadily increasing to a great extent.  World demand for organic foods The global demand for organically produced spices and other food products is growing rapidly in developed countries like Europe. 19 .2. Worldwide.8. the demand for organically produced spices is also increasing. more than 130 countries are engrossed in certified organic foods cultivation.

basic standards. It includes the organic concepts.8. inspection and certification related to production methods. production guidelines.2. principles. Research programs on organic cultivation form the important part in spice production. 20 .5 The Indian Initiative Spices Board India has prepared a comprehensive document on production of organic spices. documentation. The research work is carried out at the Spices Board's Indian Cardamon Research Institute at ldukki district in Kerala.

Chapter-3 Company Profile 21 .

Up to 1998 the Company achieved the marvelous success under the chairman ship of Shri Arvind R. History of Ramdev food products pvt ltd. Rakesh A Patel & Chirag A Patel. Ltd.Vision: The focus is to become number 1 in pure powder spices and asafetida (Hing) in India Mission: To set and maintain our own standard of quality spices and food products for consumers who value purity taste and health. Rambhai patel in 1963 as a flour mill in saraspur with other flours. • The History of globalization started when our forefathers started business 40 years back and gradually the business expanded by members of “Ramdev Family" by incorporating a Company "Ramdev Foods Products Pvt. Patel. • Ramdev food products ltd is a family owned business started by Mr." In 1989. turmeric and such other spices were grinded. chilly. Patel. 22 . • In 1989 the existing business was transferred into an incorporated company RAMDEV FOOD PRODUCTS PVT LTD • In the year 1992 " Ramdev Family" again expanded creating two new companies "Ramdev Masala" for Retail outlets & "Ramdev Exports" for international market under the solemnly guidance & supervision of Directors Shri Arvind R.

distribution and export management. Ever since then. Pulses. • A visionary who initiated the tough task to set a distribution net work on foreign soils instead of exporting containers conventionally • The main reason behind their success can be attributed to the strong infrastructure. which enables us to follow complete hygienic procedure while processing our products. Groceries . there was no looking back & our global presence is marked in all the major developed countries as one of the Leading Indian Exporter of Spices. blended spices. grinding. asafetida. • The company introduced a concept of polypack instead of loose masalas successfully launched instant mixes. and quality control. • Actively involved in production planning. For more betterment we are under process to pursue ISO 22000 & BRC certification. first export consignment of Spices & Groceries was initialized. Their manufacturing unit is well equipped with the latest machinery and an excellent technology for manufacturing and processing of the products. • They are proud to boast of possessing hygienic machines for cleaning. 23 . business development. under the name & style of "Ramdev Exports". They strives their best to meet the expectations of their international clients. product formulation. project management. Ramdev are also been awarded with HACCP certificate. pickles masala thereafter instant mixes etc. Instant Mixes & an array of Indian Food stuffs.• In 1992. • 1991 expanded product range and diversified into related business of instant mix and convenient consumer packs that set a new trend in Indian spice market. • The entire unit has been set up under the guidelines of trained CFTRI Food Technologists. and packing to maintain quality standards.

Chapter-4 Literature Review 24 .

25 . In a report presented at the recent World Spice Congress. KOCHI (Commodity Online): Sreekumar Raghavan India’s value added spices may get more acceptances in USA if trends from supermarkets and restaurants are any indication. Hungary and few others. according to K Devender Reddy of ITC Guntur. cinnamon. and ginger may be reaching the store shelves next year. the productivity recorded was 1685 and 1611 kg per hectare respectively. Indian share in global production range from 50 to 60 percent. the functional qualities will likely appeal to consumers. However India is the only one source for hot chilies. World trade in chilies is put at 400.2 percent. China. Bangladesh. Peru. China and Peru are growing fast and Hungary shows a decline.” Mintel said in their 2010 Global Packaged Food predictions. Peru and China are dominating world paprika trade.000 metric tones. Trend experts Mintel reported that ethnic flavors are becoming the popular trend for ready-to-eat foods in USA and other leading countries.During 2007 and 2008. The steady increase in productivity was on account of hybrids. Production of major countries is growing at CAGR 5.LITERATURE SURVEY NEW DELHI (Commodity Online): The global market for chilies is estimated at 400.000 metric tones and production in major countries are growing at a compound annual growth rate (CAGR) of 5. Products featuring turmeric. The Indian productivity in Chilies has been showing positive signs showing rise from 1544 kg per hectare in 2005 to 1550 kg per hectare in 2009. In chillies the major producing countries are India. “Since culinary herbs and spices show potential health benefits in scientific studies. he pointed out that productivity of Indian chilly has shown positive signs in recent years.2 percent.

menthol crystals. Indian spices and spice products reached more than135 countries in world. China (6%) and UK (5%). 26 . pepper 8% and turmeric 5%. During the year 2008-09. Malaysia (7%). and menthol powder contributed 40% of the total export earnings for India in 2008-09. According to Spices Board. India’s spices exports mainly pepper would be more dependent on changing food consumption patterns in USA and other leading markets rather than just the production in Brazil or Vietnam. The leading among them are USA (21%). UAE (6%).In the coming years. Exports are increasing over a period of time. As well as Indian spices are being recognized for its quality and trust that has been changed over a period of time. Chili contributed 20% followed by cumin 10%. spice oils and oleoresins including mint products like mint oils.

27 .

one each will come up at Andhra Pradesh and Madhya Pradesh. Kurien said during the on-going Five Year Plan. Meanwhile. Although the commerce ministry had announced the project almost a year back. Domestic prices of the commodity have appreciated more than 100 per cent during the last 6-7 months. A vision document for the purpose in being prepared by a team of experts in the Spices Board and will be finalized in 3-4 months. The board will launch e-auction of cardamom by next July. the country is handling 44 per cent of world’s total spices business quantity wise. Spices Board. this will be set in motion in the beginning of the next harvesting season. according to V J Kurien. The testing of the new system is in full-swing. Currently. chairman.India to be world spices hub by 2017 India will be the world’s largest spices processing hub by 2017. and will be introduced at Bodinaykanoor in Tamil Nadu and later will be extended to other major cardamom auction centers. More than 70 per cent of the world’s business in value-added spices products is also handled by India. Addressing a press conference here he said the board was making all efforts to achieve the goal within 10 years. thus severely affecting exports. India had exported value-added spices-based products worth Rs 2. and 35 per cent in value terms. 28 . the Spices Board chairman ruled out the possibility of extension of the export subsidy scheme for black pepper. 9 more spices parks would be set up in various states apart from the first one being set up in Idukki district of Kerala. Kurien said the emergence of Vietnam as a processing centre would not be a serious threat to India as the country’s major firms were more quality conscious.100 crore in 200607 which is a remarkable in history. According to the estimates of the board. Though the exact locations of the parks are yet to be finalized.

Chapter-5 Product Classification 29 .

and Fennel etc. at least one spice is grown in abundance. India produces around 2. At present. Saffron. Piper.No country in the world produces as many kinds of spices as India. Andhra Pradesh has high colour value. Botanical name: Capsicum arutescens Capsicum annum Family: Solanaceae Part used: Fruit Grades: The highly pungent "Sannam" & the mildly pungent 'mundu' chilies are internationally popular varieties. coriander. with or without stalks & with clipped stalks and fresh and dried capsicum and as powder.from tropical to sub-tropical to temperate-almost all spices are grown in this country. Chilies come as whole. Methi. However. Because of the varying climates .5 million tones of different spices valued at approximately 3 billion US $. In almost all of the 25 states and seven union territories of India. There are lots of spices which India exports to all over the world they are namely Chili. India also offers 'gospurea chili'. Description & distribution Chili is considered the most important contribution from America to the world of spices. Turmeric. oils and oleoresins. Byadgi chili grown in Dharwad district of Karnataka and Tomato chilies in Warangal. 30 . and holds the premier position in the world. today India is the foremost producer and exporter of chili.

Turmeric is also exported in powder form and asoleoresins. Rajapore and Sangli turmeric from Maharashtra and Nizamabad bulb from Andhra Pradesh. red pepper. West Bengal 5% & Gujarat 2%. Tamilnadu 6%. It is also used in beverages and in the preparation of medicines.the. Chili comes in a wide range of shapes. Botanical name: Curcuma longa Family: Zingiberaceae Part used: Rhizome Grades: The well accepted grades of Indian turmeric are 'Alleppey finger'. Karnataka 13%. medium pungent. cayenne pepper etc depending upon the manner in which it is prepared and used. Chili is grown in several parts of the world as a 'round . paprika. Orissa 8%. the Middle East and the Far East. sweet pepper. Maharashtra 6%. 'Madras finger' and 'Erode finger' from Tamil Nadu. It is also called as capsicum. sizes. color and degrees of pungency. Chili is propagates by Seeds. Rajasthan 8%. 31 . others flavorsome but not pungent.year crop'. Srilanka. Bangladesh. Some varieties of chili are highly pungent. In India the major producer States are Andhra Pradesh 49% of the total production. pimento. from (Kerala). Harvesting Season: January – August Marketing Season: October – June Uses Chili forms an indispensable culinary spice in several parts of the world.Chili is the dried fruit of an annual sub-herb. Export: Indian chili is mainly exported to USA.

Orissa 7%. Turmeric is basically a tropical plant. After harvest. Tamil Nadu contributes an 18%. Maharashtra and Kerala. Harvesting season: December to March Marketing season: February to May Botanical name: Coriandrum sativum Family: Apiaceae Part used: Leaf & Seed Grades: India exports coriander in the form of seeds. Indian turmeric is considered the best in the world. It is slightly bitter in taste with a musky flavor. Andhra Pradesh ranks high with 57 % of the total Indian produce. India is the world's largest producer of turmeric and accounts for nearly 90% of the world production. the dried rhizome of a herbaceous perennial. 2% each by Gujarat. peppery aroma. boiled. Turmeric is closely related to ginger and is sometimes called Indian saffron due to its brilliant yellow color.Description & distribution Turmeric. powder and essential oils. 32 . The primary rhizomes. dried and polished. long secondary rhizomes are 'fingers'. round in shape are called 'bulbs'. Turmeric is characterized with a fragrant. the rhizomes are cleaned. The propagation of turmeric is by rhizomes. is indigenous to Southeast Asia. while the thin. west Bengal 4%. Karnataka 4%. With its inherent qualities.

Coriander is the dried fruit of an annual herb. Medium to heavy loamy soil. Harvesting Season: November to April Marketing Season: January to June 33 . with several branches and serrated leaves.Description & distribution Coriander is of the Mediterranean. India contributes about 80% of the global supply. The small flowers yield green globular fruits. Coriander is a thriving crop in India with its quality enhanced by the organic cultivation followed by the Indian farmers. The seeds are picked when the ripening is in progress and sun-dried. good drainage and well-distributed moisture are the other pre requisites for coriander. Coriander requires full exposure to sunlight. which turn yellowish brown when ripe. 63% of total Indian production comes from Rajasthan. 4% from Orissa and 2% from Uttar Pradesh. 18% from Madhya Pradesh. Coriander is now a major crop throughout the world. 10% from Andhra Pradesh. It is a herb mentioned in the bible. Coriander is pleasantly aromatic and flavorful. The Indian tropical climate is suitable for favors the cultivation of this crop. It was used as a cure for facial spots during the middle age.

Botanical name: Piper nigrum Family: Piperaceae Part used: Fruit Seed Grades: Two of the most celebrated varieties of Indian black pepper are "Malabar Garbled" & "Tellicherry Extra Bold". dehydrated. Export Indian coriander is mainly exported to the USA. liquors and perfumes. Malaysia. India also offers green pepper in several processed forms . It is highly valued for its medicinal properties and for its use as a condiment. freeze dried and pepper in brine. and in chutney as an appetiser.Uses It is used as a condiment in curries. as fresh leaves for garnishing of curries. Sri Lanka and the Middle East. 34 .frozen. Singapore. It is also used in several beverages. UK.

The Union Territory of Pondicherry. West Bengal. Meghalaya and Tripura have taken up Pepper cultivation. green when unripe and then red. Assam. of this Kerala accounts for over 96 percent. picked just before they are completely ripe and dried. Andhra Pradesh. Black pepper comes from whole fruit. Indigenous to India pepper is popularly known as the king of spices: From time immemorial India has always reigned supreme in the production & export of this most exotic and renowned spice in the world. Orissa. Harvesting Season: October – February 35 . The peppercorn is a berry like drupe. Pepper plant is a perennial climber with dark green leaves and spikes of white flowers. Andaman & Nicobar Island.Description & distribution Pepper is one of the oldest and best-known spices in the world. about ½ cm in diameter. A national environment combined with organic cultivation techniques make it some of the finest quality pepper found in the world. India contributes about 25-30 per cent of the world production. Pepper is grown in the monsoon forests along the Malabar Coast in South India. White pepper comes from ripe fruits with the endocarp separated after fomentation. The remaining is contributed by Karnataka and Tamil Nadu.

An ingredient for skin and body care. Russia and European Countries.. lightener and toner. Canada. Export Major importers of Indian Pepper are USA. activates blood circulation and stimulates follicles. it acts as an astringent. beverages and in the preparation of preservatives. It is used for pickles. seafood salads etc.Uses Pepper is used widely in the preparations of various dishes ranging from the south Indian cuisine to the Western soups. It has high medicinal value. 36 .

Vijapur-(Gujarat). Kisangarh Kokri(Rajasthan) Fennel seed Unjha. Guntur-(Andhra redesh) Ginger Cochin. Kasaragod-(Kerala). Tuticorin. Ariyalur. Bombay-(Maharashtra). Bodinayakkanur. Mohsana. Varanasi. Nizamabad. Pala. Thodupuzha. Jaipur. Sangi-(Maharashtra) Celery seed Coriander seed Amritsar-(Punjab). Saharanpur-(Uttar Predesh) Guntur. Cudappah. Kanjangad. Calicut. Alleppey. Punalur. Saklashpur. Alwaye. Chalakudy. Calicut. Gorakhpur-(Uttar Predesh) 37 . Theni. Konni. Adoor. Adoor. Alwaye. Thevaram. Nandyal-(Andhra Pradesh). Nadiad-(Gujarat). Cannanore. Thodupuzha. Varavakonda. Pala. Erode-(Tamil Nadu). Cumbum. Varanasi. Pattiveerampatti-(Tamil Nadu) Chillies Virudhnagar. Tellicherry-(Kerala) Turmeric Alleppey-(Kerala). Sankarankoil. Bombay-(Maharashtra) Cardamom Cochin. Ramnad-(Tamil Nadu). Visnagar. Thodupuzha-(Kerala). Medikeri. Nedumangad. Tellicherry. Moovattupuzha. Jaunpur-(Uttar Pradesh) Cumin seed Unjha. Nadiad. Virudhunagar. Ramganj (Mandi) Baran. Visnagar-(Gujarat).Major market for spices/spices products in India: Spices/Spice Products Spices Black Pepper Markets Cochin. Virudhunagar-(Thamil Nadu) Davangore-(Karnataka). Mangalore(Karnataka). Mercara. Badagara. Thiruchirappilly. Alleppey. Guntur(Andhra Pradesh). Patna-(Bihar). Hathras. Kovilpatti. Palan.Kotta-(Rajasthan) . Jodhpur-(Rjasthan).

Ramganj-Mandi. Khjner (Madhya Predesh) Molerkotla-(Punjab).Indore. Nimach. Nasik-(Maharashtra). Ramganj-Mandi BhawaniMandi (Rajasthan). Cochin-(Kerala). Jamnagar. Mandhasaud-(Madhya Pradesh). Patna-(Bihar). Baran -(Rajasthan) Garlic Hassan. Poona. Visnagar-(Gujarat) Jaora. Banglore-(Karnataka) Oils and Oleoresins Cochin. Pipaliya. Ahmedabad. Hapur-(Uttar Pradesh) Jodhpur. Varanasi. Surat. Varanasi. Bundi. Visnagar(Gujarath). Jaunpur-(Uttar pradesh) Spice Products Curry powder Madras-(Tamil Nadu). Banglore-(Karnataka) 38 . Madras Madurai-(Tamil Nadu). Calcutta.Fenugreek seed Unjha. Bhawani-Mandi.Alleppey-(Kerala) Bombay-(Maharashtra). Idar. Gulbarga-(Karnataka). Hyderabad-(Andhra Pradesh). Jaipur. Nizamabad.Jampur. Calcutta(West Bengal). Bombay-(Maharashtra). Hubli.

Chapter-6 Analysis of the Questionnaire 39 .

40 .Q-1 Taking into consideration brands of spices available in various grocery retail stores of Ahmedabad.

57. 270 and 127. For Majethiya it was 47. 39. 105. haldi and dhanajeera. For Wonder Masala it was 107. 60. 33 and 27. 57. • Kitchen Express is second most leading brand in all spices though Ramdev is leading but in some time Kitchen Express is able to get some more market with their strong Channel system and margin policy. 50 gms. Majethiya and Wonder Masala in grocery retail stores. haldi powder and dhanajeera powder under various packaging from 15 Gms to 1 kg with reference to various brands like Ramdev. • Out of 335 retailers 150 of them were having 15 gms packing of Ramdev chilli. 320 had 100 gms packing. For Badshah it was 49. 200 gms. 50 and 16. 37. • From the data we can analysis that 90% of the retailers had the Ramdev as their brands in their stores for the weights of 100 gms.• From the graph above we can interpret product availability of chilli powder. 235 retailers had 50 gms packing. 52. 60. 49. 287. into that Wonder Masala is having a good market share with their small packing sizes in all chilli. 279. Spyran. Kitchen Express. 48. 63. 41 . • 335 qualified samples which are being surveyed in the project study shows that Ramdev Masala is clearly leading in the spices industry in Ahmedabad in organized retail. 39 and 15. 51. 100 gms. 303 had 500 gms packing and 153 retailers had 1 kg packing of the products of Ramdev Masala. 61. 51. 34. 228. For Spayran Masala it was 52. 319 retailers had 200 gms packing of Ramdev products. Everest. • In case of Everest for various weights 15 gms. Spayran Masala and Majethiya are having very low market share but their presence and availability was more found in small packing sizes. 35 gms. For Kitchen Express it was 116. Badshah. • Wonder Masala. 149 had 35 gms packing of all three products. Haldi and Dhanajeera. 39 and 11. 110. 114. 83 and 44. 36. 49. 500 gms and 1 kg retailers had 42. 110. 108. 200 gms and 500 gms.

From the research we may find that there is a huge potential in small sizes of blended spices, there is a huge market of Unorganized and non-Branded spices particularly in Gujarat market.

In most of the stores it was found that Ramdev was available product it was equally preferred by customers and retailers and product availed by retailers in sizes of 100 gms, 200 gms and 500 gms.

In most of the stores 1 kg of packing sizes is not ordered as frequently by all retailers as compared to other packing as customers prefer to buy either of 100 gms, 200 gms and 500 gms.

It is clearly showing that other brands are striving for their presence in the market Ramdev is having a very good brand name as compare to all and it also shows their strong channel distribution.


Q-2 Brands of spices do preferred by consumers



2% Ramdev 46% Everest Kitchen Badshah


Wonder Spyran 14%


From the data above we can see that Ramdev is being preferred by 46% of consumers, Everest was preferred by 14% where as Kitchen Express was preferred by 24%where others Badshah, Wonder Masala and Spayran Masala were 8%, 6% and 2%

From the pilot study we derive that out of seven six brands were highly preferred by consumers.

Out of all six Ramdev is highly preferred by consumers, in case of popularity for spices like chili, Haldi and Dhanajeera powder, as well as Ramdev is far ahead of others.

Second leading brand again is Kitchen Express, though it has not been favored by consumers as high as Ramdev but their market is increasing and it can be a big threat for the market of share of Ramdev.

Nationwide famous brands like Everest and Badshah are not able to survive in blended spices market, though their share is quiet good in Garam Masalas.

Everest is third most brand preferred by consumers, and it has a good impact over the consumers minds.


Ramdev Preference of the people as far as Ramdev is concern it can be inffered clearly from the above graph that Ramdev is most preferred by almost majority of Retailers to sell in almost all areas of ahmedabad and the people who does not have perference towards Ramdev are almost in negligible count.59 out of 5. weighted average mean also supports the graph it is 4. 45 .Q-3 Consumers ratings towards various brands.

Everest Preference of the people as far as Everest is concern it can be inffered clearly from the above graph that Everest is second and third most preferred after Ramdev and Kitchen Express. by almost majority of Retailers to sell in almost all areas of ahmedabad and the people who have strong perference towards Everest are almost in negligible count. 46 . weighted average mean is 3.34 for everest which is infered from the above graph.

Spayaran Analyzing the preference of people as far as Spayran Masala is concern it can be inffered clearly from the above graph that spayaran is having mixed preference in the minds of the Retailers as well as in the minds of the consumers as its graph is scattered into all the option from Most preferred till Not preferred. weighted average mean is 2.75 which is not very favourable by consumers.In the above study it came in notice that Spayran Masala is not much known by the consumers so not stored by the retailers compared to the stock of Ramdev stored by them. 47 .

weighted average mean is 4.08 which is 2nd best after Ramdev. 48 .Kitchen As mentioned above Kitchen Express is having preference in some parts of the Ahmedabad which is equivalent to Ramdev or even more then Ramdev in some parts of the Ahmedabad it can be clearly inferred from the graph that Kitchen Express is having Strong preference in East 2 part of the Ahmedabad and also it is having second leading reference group after Ramdev.

Badshah Taking into consideration Badshah’s preference in the minds of the target audience of the scope of research it is the brand which is holding third position after Ramdev and Kitchen Express.94 which shows that it is not very preferable by consumers. It is clearly visible in the graph that it is third most preferred brand and it also have group of audience who does not prefer this brand or some what have less preference towards the brand. 49 . weighted average mean is 2.

50 .Majethiya Majethiya is the brand which is only preferred by the consumers in the small packing size and as far as its preference towards the regular packing is concern it is not known to most of the consumers. It is due to its small packing only the above graph is more skewed towards third most preferred brand but in actual as mentioned above Badshah is third most preferred brand in Regular packing sizes. weighted average mean is 2.44 which indicate that majethiya is least preferred brand.

But like Kitchen Express it also has strong reference group of people in some parts of Ahmedabad that is the reason that around 32% of people have rated it as third most preferred brand as shown in above graph. 51 .Wonder Now analyzing Wonder Masala it holds around 43% of the audience who rate Wonder Masala in least preferred and less preferred so it can be clearly inferred from the above graph that it has less preference of consumer.70 which indicates that brand is not much preferred. weighted average mean is 2.

While analyzing the purchase cycle of the retailers for the above mentioned brands it is observed that the channel of sales in the field of spices is quite uniform in all the cases of the above mentioned brands. It can be clearly interpreted that most of the retailers has weekly purchase cycle followed by fortnightly. Monthly and Quarterly respectively. 52 .Q-4 Frequency of ordering.

53 .Q-5 Rating of retailers on the availability. Chili Powder Taking into consideration the satisfaction level of Ramdev chili powder is considerably very high compared to other products of Ramdev the above graph clearly signifies that more that half of the total target group has greater amount of satisfaction level towards Ramdev chili powder and also the people not satisfied with Ramdev chili powder are in considerably negligible amount as per the above graph. weighted average mean is 4.44 which shows that chili powder gives the highest satisfaction in all products of Ramdev.

it is no doubt about that the people are highly satisfied by the same and also the graph is more favorable towards the high amount of satisfaction in minds of people towards Ramdev turmeric powder. weighted average mean is 4.06 it shows that consumers are also very highly satisfied of turmeric powder. 54 .Turmeric Powder Considering the satisfaction level of turmeric powder of Ramdev in the target group of the scope of research.

03 which indicates high satisfaction level. satisfied and neutral and the group which is not in favorable satisfaction towards the same are in small number. It can be inferred from the graph that the above product is in stuck in the middle position.Dhanajeera Ramdev dhanajeera has its graph in quite typical format it is scatter in such a way that most of the responses of the consumers are equally distributed in highly satisfied. 55 . weighted average mean is 4.

weighted average mean is 4. 56 .12 which means that consumers are very happy with the product.Hing Considering the satisfaction level Ramdev hing it is clear from the above graph that most of the interviewed audience is highly satisfied from the product and the people dissatisfied from the product is negligible in number.

6. Rating of Ramdev spices on various parameters. weighted average mean is 2. from the graph it can be interpreted that price of Ramdev is not as pleasing to people as compared to its quality is. Price Analyzing Ramdev on the parameter of its price it does not hold such a strong position in minds of people as it is preferred by the people.95 which means that somehow people are not very happy with price in comparison to other parameters of Ramdev. 57 .

58 .47 which indicates that people give maximum emphasis on quality.Quality As mentioned above it is clearly seen in the graph that the Quality of Ramdev holds the pleasing image in the minds of people as around 90% of the people are satisfied with the quality that Ramdev offers in its product range from chili powder to turmeric powder. weighted average mean is 4.

Product Variants Ramdev product variants has its graph in quite typical format it is scatter in such a way that most of the responses of the consumers are equally distributed in highly satisfied. weighted average mean is 3. satisfied and neutral and the group which is not in favorable satisfaction towards the same are in small number. 59 .07 which means there is scope to add some product variants like Salt. It can be inferred from the graph that Ramdev has to work on its variants offered to Consumers. Besan etc.

89 which indicates that promotion schemes doesn’t affect buying behavior of consumers to the extent company anticipates. 60 . satisfied and neutral and the group which is not in favorable satisfaction towards the same are in small number.Promotion scheme Ramdev promotional schemes has its graph in typical format as it is scatter in such a way that most of the responses of the consumers are equally distributed in highly satisfied. weighted average mean is 2. It can be inferred from the graph that Ramdev has to work on its promotional schemes to shift the above graph into most preferred by the consumers.

weighted average mean is 4.Brand Name Considering the brand name of Ramdev it is clear from the graph as well as the above responses on different parameters that Ramdev is holding good brand name in minds of consumers due to its quality and availability offered to the consumers as well as to the retailers. Ramdev has its brand recall in top of minds of consumers as noticed by the researchers while undergoing the study.11 which indicates association of consumers with brand name is very strong. 61 .

7. No. 62 . of Distributors in their area It can be clearly noticed from the above graph that Ramdev has sufficient amount of distributors as required by the retailers that is around 0-2 distributors per area.

8. weighted average mean is 2. Satisfaction level towards their distributors policies.91 which supports the data in above graph. 63 . Payment Distributors policy is not at all pleasing to the retailers as credit time given by distributors to retailers purely depend upon there relation as well as on the sales done by the retailers in particular time. Ramdev can to gain strong correlation between retailers and distributors by liberalizing its credit policy up to an extent.

Replacement Replacement policy is also not at all pleasing to the retailers. 64 . Ramdev can to gain strong correlation between retailers and distributors by modifying its replacement policy up to an extent to satisfy its distributors and also the retailers. weighted average mean is 1. as replacement policy is not designed as per the requirements and expectations of the retailers as well as distributors.95 which supports the analysis done from the graph.

current weighted average mean is 2.14 out of 5 which clearly shows that exchange policy needs to be reconsidered by Ramdev. as exchange policy is not designed as per the requirements and expectations of the retailers as well as distributors.Exchange Same applies to its exchange policy as it is also not at all pleasing to the retailers. its exchange policy clearly reflects its monopolistic attitude towards its distributors and retailers. 65 .

66 .Promotion Ramdev promotional schemes includes limited steps as only in a year for one or two times promotional steps are undertaken with reference to its distributors.75 as Ramdev needs to compromise with their pricing policy. weighted average mean is 2. It can be inferred from the graph that Ramdev has to work on its promotional schemes to shift the above graph into most preferred by the consumers. satisfied and neutral and the group which is not in favorable satisfaction towards the same are in small number. its graph scattered in such a way that most of the responses of the consumers are equally distributed in highly satisfied.

weighted average mean is 2.Credit Policy Credit policy is not at all pleasing to the retailers as credit time given by distributors to retailers purely depend upon there relation as well as on the sales done by the retailers in particular time.07 which indicates that Ramdev does not give a longer credit period compared to its competitors. 67 .

So Ramdev can improve its sales person assistance and gain retailers satisfaction. weighted average mean is 2.9. 68 .95 which shows that sales person do not support a great deal as Ramdev has a well established brand name. Assistance of Sales person of Ramdev Assistance of sales persons of Ramdev reflects its monopolistic attitude towards its distributors as most of the responses of the retailers falls in not satisfied criteria.

10. 69 . When asked about the brand name as a important factor affecting the sales of the product it was noticed that most of the respondents answer tends to “yes”. Factor which plays an important role in achieving sales.

Price When asked about the price of the product playing as an important factor affecting the sales of the product it was noticed that most of the respondents answer tends to “no” and stressed on the quality instead of price. 70 .

Ramdev in terms of availability was noticed to be having strong distribution network and a good brand recall. 71 .Availability When asked about the availability of the product playing as an important factor affecting the sales of the product it was noticed that most of the respondents answer tends to “yes”.

72 .Loyalty When asked about the loyalty of the product playing as an important factor affecting the sales of the product it was noticed that most of the respondents answer tends to “yes” and it was noticed by the researchers while undergoing the study that “loyalty” plays very important role in building up such market share as Ramdev has.

73 .Quality When asked about the quality of the product playing as an important factor affecting the sales of the product it was noticed that most of the respondents answer tends to “yes” and stressed on the quality instead of price.

74 .Packaging When asked about the packaging of the product playing as an important factor affecting the sales of the product it was noticed that most of the respondents answer tends to “no” and stressed on the quality and brand name instead of packaging.

Pickles. Dhokla etc.  Apart from Instant mixes consumers also buys Hing. Methi Masalo. Handvo. Chai Masala and Various Range of Garam Masalas by Ramdev.11.  Though it depends on the skills of retailers but consumers are buying various products along with shopping at once  Along with the Blended spices consumers mostly preferred item is Instant mixes of their own brand in which consumers more buys Gulabjamun. Which other products consumers buy along with the Spices. 75 .

12. Frequency and in which quantity consumers prefer. 100 35 gms Weekly Monthly 19 0 50 gms 37 0 0 0 gms 30 22 0 0 200 gms 3 49 7 0 250 gms 0 27 2 0 400 gms 0 33 35 18 1 kg 0 10 23 20 Quarterly 0 Annually 0 76 .

77 .

though there are certain number of consumers who buys in 1 kg packing sizes as well.From the data above we can infer that demand for particular packaging varies from the time duration of their purchasing. 78 . • For monthly purchases consumers prefer 200 gms to 400 gms of packing sizes as per their requirements in their family sizes. • In case of weekly which consumers prefer 50 gms and 100 gms packaging size more as compare to other sizes. • There are consumer who buys Ramdev spices for annually storage and they prefer packing size of 1 kg. • In case of Quarterly purchase consumer give more emphasis on 400 gms pack.

Chapter-7 Hypothesis Testing 79 .

0% * 335 100.0% 335 100.0% Total N 335 Percent 100.0% * 335 100.0% Case Processing Summary Cases Valid N brandofspicesprefered chillipowder brandofspicesprefered Turmericpowder brandofspicesprefered Dhanajeera brandofspicesprefered * Hing 335 100.0% 0 .Hypothesis Testing and Correlation between brand choose by consumers and product availability Case Processing Summary Cases Valid N brandofspicesprefered chillipowder brandofspicesprefered Turmericpowder brandofspicesprefered Dhanajeera brandofspicesprefered * Hing 335 100.0% 335 100.0% * 335 Percent 100.0% Missing N 0 Percent .0% Total N 335 Percent 100.0% * 335 100.0% Missing N 0 Percent .0% 0 .0% 80 .0% 0 .0% 0 .0% 335 100.0% * 335 100.0% * 335 Percent 100.0% 0 .0% 0 .0% 335 100.0% 335 100.0% 335 100.

81 .

brandofspicesprefered * Turmericpowder Crosstabulation Turmericpowder highly satisfied Brand of spices preferred Ramdev Everest Kitchen Express Badshah Wonder Masala spayran Masala Total 45 13 24 6 6 3 97 satisfied 76 24 42 14 10 4 170 neutral 33 10 12 6 2 1 64 highly dissatisfied Total 0 1 3 0 0 0 4 154 48 81 26 18 8 335 82 .

Brand of spices preferred * Dhanajeera Cross tabulation Dhanajeera highly satisfied Brand of spices preferred Ramdev Everest Kitchen Express Badshah Wonder Masala spayran Masala Total 53 15 26 9 9 3 115 satisfied 65 17 27 12 3 3 127 neutral 35 12 27 5 6 2 87 dissatisfied 0 3 0 0 0 0 3 highly dissatisfied Total 1 1 1 0 0 0 3 154 48 81 26 18 8 335 83 .

Brand of spices preferred * Hing Crosstabulation Hing highly satisfied Brand of spices preferred Ramdev Everest Kitchen Express Badshah Wonder Masala spayran Masala Total 77 17 33 9 9 6 151 satisfied 46 14 28 9 3 1 101 neutral 28 12 15 6 6 1 68 dissatisfied 2 3 2 1 0 0 8 highly dissatisfied Total 1 2 3 1 0 0 7 154 48 81 26 18 8 335 84 .

85 . Spayran Masala is comparatively very low in accordance with the responses of the retailers covered in areas of east and west Ahmedabad. Wonder Masala.From the above correlation matrix it has been constantly observed that the preference towards Ramdev and its availability in the area covered in scope of our project is definitely very much high followed by Kitchen Express and Everest and the satisfaction level of Badshah. Ramdev’s availability and popularity among the people/consumers as well as the retailers is high can be inferred from the correlation matrix between Brands of spices preferred and availability of the spices available in the stores of east and west Ahmedabad which is scope of researchers project.

46. (2Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 106.3%) have expected count less than 5.000 a.983 335 df 15 15 1 sided) .Case Processing Summary Cases Valid N Brand of spices preferred * Area 335 Percent 100. 86 . 8 cells (33. The minimum expected count is 1.470 12.0% Total N 335 Percent 100.000 . Sig.0% Brand of spices preferred * Area Crosstabulation Area East 1 Brand of spices preferred Ramdev Everest Kitchen Express Badshah Wonder Masala spayran Masala Total 60 7 8 4 1 1 81 East 2 21 20 42 10 5 4 102 West 1 64 5 10 5 6 1 91 West 2 9 16 21 7 6 2 61 Total 154 48 81 26 18 8 335 Chi-Square Tests Asymp.0% Missing N 0 Percent .420a 113.000 .

As per the hypothesis assumed between Brands of spices preferred and the area covered by researchers. Hypothesis: H0: No relations between availability and brands preferred in areas H1: There is strong relation between availability and brand preferred in areas 87 .

Answer: As per the chi square test undertaken by the researchers the 2 sided slope ends to .000 it is very clear that H0 is rejected and H1 is accepted so it shows that there is strong relation between brands of spices preferred and the area in which the brands are preferred.

As per the cross tabulation analysis between the brands of the spices preferred and the area of Ahmedabad it can be inferred that the Ramdev is most preferred in East 1 and west 1 areas of Ahmedabad (refer Annexure 2 for Area classification) and Kitchen Express is more preferred in East 2 area of Ahmedabad.

Though Ramdev holds high amount of preference of consumers as well as retailers in all the areas of Ahmedabad then also Kitchen Express is holding a strong reference group in some parts of Ahmedabad like East 2. As far as the question of Wonder Masala and Badshah is concern they are preferred by minority of consumers as well as retailers in many parts of Ahmedabad as per the graph shown above.


Chapter-8 Findings


Summary of Findings:

1. Product availability of Ramdev products is highest compared to other brands in the organized retail spices.

2. Ramdev is most preferred brand amongst the consumers who buys packaged blended spices.

3. Retailers mostly orders weekly or fortnightly which shows that their products are moving at very faster rate.

4. Product availability of Ramdev Hing is very low to other products as the awareness & preference towards it is very low.

5. Quality and brand name are major criteria for the consumers for buying Ramdev products, although the price is very high consumers prefer to buy the products.

6. Credit policy and replacement assistance is not up to the mark as compared to other brands.

7. Retailers found that sales person from Ramdev are not as helpful as compared to others.

8. Loyalty and quality are the factors which play important role in achieving sales for Ramdev.

in-house. and willingness willingness to improve improve and to Continuity in Managerial Bound providing Quality & healthy Product Not all products are successful Outcome Desired Reduce inventories in Continuous to deliver It channel system customer can be even No OOS and Give Quality Products reduced Tactics to Close the Proper Communication is required to meet the expectation of Retailers as well as GAP Consumers/End users Predict Change in Sales: It is increasing year by year and able to meet all targets Channel Costs: Cost is increasing because of high cost bear by company on channel improvement Performance Profit: In terms of margin it has reduced due to competition but overall its increasing Delivery: There unique system of ready stock delivery system hardly makes them OOS 91 .GAP Analysis Bulk Breaking Spatial Convince Waiting & Delivery Assortment time High: Delivery on time Varity High: Capable of providing in various Packing sizes & Level Provided High: Customer can switch small sizes Ok Efficiency High: Production & Distribution is good Scattered facilities. house. High High: Almost never High: OOS doesn't gets OOS happen so easily Sources of Problem variation in services provided Distributors by Poor Communication Poor Communication Poor Communication Lack of information Environmental & Lack of information in.

They should use various IMC tools so that they may cater more customers and grab more market share. From the above GAP analysis we can also infer that they are leading into the market of Blended spices not all product variant of Ramdev are successful. 92 . to promote there other product variants like Hing. and to meet the targets their cost on Channel is also increased. Achar masala they should promote more and more their products. Geographically their territories have broaden up and overall business have increased over a period of time.From the above GAP analysis researchers can infer that Ramdev is having a very good Channel network which never makes them OOS (Out of Stock) and they are enjoying position of market leader.

Chapter-9 Recommendation and Suggestion 93 .

1. 3. with these they can increase their Stock Keeping Unit and by this they will be having their broad consumer base. There is a huge potential in to this industry though Ramdev is leading in market but there are lots of providers of local blended spices so there is need to reduce some price. Ramdev should also focus on PULL strategy along with PUSH strategy such as contests. 6. like they can launch new products like Salt or Besan etc. Assistance in the replacement of the goods should be done promptly by Ramdev. 2. Ramdev should also increase their product range. Credit policy is variable depends on the retailer. discounts and free introductory products. out of date of product etc. 7. According to the feedback given by the Retailers focus should be given on increasing awareness and leverage the brand name. 94 . Exchange is the major issue for any retailer as they are lots of problems like poor quality of goods. customized credit policy should be framed to inspire small retailers. 5. 4.There are various suggestions that Ramdev should do to improve product availability and awareness of brand.

Chapter-10 Conclusion 95 .

3. 96 . 5. In all brands and products of spices. 6. Frequency of retailers to order all brands of spices varies from weekly to forth nightly in most of the cases 4. 7. Ramdev’s chili powder is most preferred. Factors affecting most to the consumers while purchasing spices is brand name. Comparing mean of all the brands is also in favorable to Ramdev. Most of the retailers responded that Ramdev should loosen its policy of exchange and somewhat increase its credit time. As per retailers consumer give maximum importance to quality and brand name while purchasing the products. it is constantly observed in all the responses of the sample audience.From the research undertaken it is observed by the researchers that mostly 100gms. 1. 2. 200gms and 500gms are preferred by the consumers so companies should focus on these packing to gain consumers preference. loyalty and Quality respectively. Most preferred brand out of all brand is Ramdev.

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