Dissertation Project Report on Sachet Packaging: Its Impact on Behaviour of Bottom of Pyramid Markets in Delhi NCR Region By

KAPIL GULATI A0102211091 MBA-M&S Class of 2013

Under the Supervision of Pooja Sehgal Tabeck Department of Marketing

In Partial Fulfilment of the Requirements of the Degree of Master of Business Administration Marketing & Sales at AMITY BUSINESS SCHOOL AMITY UNIVERSITY UTTAR PRADESH SECTOR 125, NOIDA 201303, UTTAR PRADESH, INDIA 2013
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DECLARATION

Title of Project Report Sachet Packaging: Its Impact on Behaviour of Bottom of Pyramid Markets in Delhi NCR Region I Kapil Gulati hereby declare (a)That the work presented for assessment in this Dissertation Report is my own, that it has not previously been presented for another assessment and that my debts (for words, data, arguments and ideas) have been appropriately acknowledged. (b) That the work conforms to the guidelines for presentation and style set out in the relevant documentation.

Date : Kapil Gulati A0102211091 MBA M&S Class of 2013

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CERTIFICATE

I Pooja Sehgal Tabeck hereby certify that Kapil Gulati student of Masters of Business Administration M&S at Amity Business School, Amity University Uttar Pradesh has completed the dissertation Report on Sachet Packaging: Its Impact on Behaviour of Bottom of Pyramid Markets in Delhi NCR Region under my guidance

Pooja Sehgal Tabeck Assistant Professor Department of Marketing

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ACKNOWLEDGEMENT

If words are considered to be signs of gratitude then let these words convey the very same. I am highly indebted to Pooja Sehgal Tabeck as my dissertation guide, who has provided me with necessary information and also for the support extended out to me in the completion of this report and her valuable suggestion and comments on bringing out this report in the best way possible. . I am grateful to all faculty members of Amity University, Noida and my Family & friends who have helped me in the successful completion of this project.

Kapil Gulati

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TABLE OF CONTENTS

Declaration Certificate Acknowledgement Table of content List of Tables List of figures Abstract CHAPTER 1- INTRODUCTION 1.1 Purpose of the study 1.2 Context of the study 1.3 Significance of the study 1.4 Theoretical Framework CHAPTER 2-REVIEW OF THE LITERATURE CHAPTER 3- RESEARCH METHODS AND PROCEDURES 3.1 Purpose Objectives 3.2 Research design 3.3 Sampling Design 3.4 Population and Sampling Technique 3.5 Data Collection Procedure 3.6 Instruments used 3.7 Data Analysis

ii iii iv v vii viii ix 1 1 1 1 2 11 14 14 14 14 15 15 15 15

CHAPTER 4-DATA ANALYSIS AND FINDINGS 4.1 Preference of Product Size in Bottom of Pyramid Markets 4.2 Frequency of purchase of Sachet Packaging Products 4.3 Popular Sachet Product 4.4 Relation between Purchase of Sachet Product to Income Level 4.5 Relation between Purchase of Sachet Product to Occupation 4.6 Buying Behaviour on various parameters relation to Occupation 4.7 Buying Behaviour on various parameters relation to Income Levels 4.8 Usage of Single Sachet relation to Income Levels 4.9 Relation between Future use of Sachet or only during need with regard to Income Level CHAPTER 5- CONCLUSIONS AND RECOMMENDATION 5.1 Summary of the findings

16 16 17 18 19 21 22 24 25

27 29 29

5.2 Recommendations 5.3 Limitations REFERENCES APPENDIX Questionnaire Synopsis

30 31 32 33 33 36

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LIST OF TABLES

Table No

Topic

Page No.

4.1 4.2 4.3 4.4.1

Product Size Purchase Behaviour Frequency of Purchase of Sachet Packed Products Popular Sachet Product (Frequency) Case Processing Summary (Cross Tabulation)

16 17 18 19 20

4.4.2

Average Monthly Income * frequency of purchase (Cross Tabulation) Case Processing Summary (Cross Tabulation) Occupation * frequency of purchase (Cross Tabulation) 21 21

4.5.1 4.5.2

4.6 4.7 4.8 4.9

Buying Behaviour in relation with Occupation (ANOVA) Buying Behaviour in relation to Income (ANOVA) Average Monthly Income * usage (Cross- Tabulation) Average Monthly Income * Future use/ when in need (Cross Tabulation)

22 24 25 27

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LIST OF FIGURES

Figure No

Topic

Page No

4.1

Product Size Purchase Behaviour

16

4.2

Frequency of Purchase of Sachet Packed Products

17

4.3

Popular Sachet Product

18

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ABSTRACT As per the changing focus of the companies in the FMCG sector, they have realized that a major untapped market that prevails in front of them is the Rural Market where their reach is still not felt and mostly the spurious products prevail in that market. Over the past few years rural India has witnessed an increase in the buying power of Consumers, accompanied by their desire to upgrade their standard of living. Host of projects, such as NREGA, ITC's echaupal, HLL's project Shakti, retail hubs like Kisan Sansar (Tata), Haryali Kisan Bazar (DMC), both from the government and the private companies, have changed the rules of the marketing game in rural India. Thus the Impact of Sachet packaging at the bottom of pyramid is being selected so as to find out the customer buying behaviour in the NCR region and also how it has encouraged the sales from the Manufacturers and the Retailers point of view. This topic will bring out the importance of such packaging in the Bottom of Pyramid market and also fill find out how various companies are adopting this strategy to enhance their sales in these untapped market for growth. Thus over here in this research it was found out that, a lot of consumers due to their low income levels are purchasing Sachet products due to the convenience, availability, affordability, awareness of the product not only created by the Companies but also because of the Retailers.

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