SUMMER TRAINING PROJECT REPORT

(MBA)
On
MARKETING STRATEGIES OF
COCA-COLA
Submitted in Partial Fulfillment of
Master of Business Administration
(MBA)
Programmed: 2012 -14
Of

GAUTAM BUDDH TECHNICAL

UNIVERSITY, LUCKNOW
Kshitij Ayush Hemkar
MBA - 3rd SEMESTER
ROLL NO. -

FUTURE INSTITUTE OF
MANAGEMENT&TECHNOLOGY
BAREILLY
 ACKNOWLEDGEMENT

The successful completion of that task would not be completed

without the expression of gratitude to the people who made it possible.
I take this opportunity to acknowledge all those who guided,
encouraged and helped me in winding up this project.
I am very thankful to Dr.Pakang Agarwal (Prof. of Future Institute of
Management& Technology), who gave me guidance throughout my
training period. I would like to extend my feelings of gratitude
towards Mr. Qadir Ahmad (Sr. H.R. Manager of B.L.Agro Oils Ltd.)
for his constant guidance, support and correcting where I was wrong.
I would like to take this opportunity my gratitude and thanks to
Mr.Nitin Mishra or his motivation to complete the survey and
guidance, to prepare the questionnaires.
I would like to thank the ever helpful Academic Advisor Mr. G.M.
Sindhu for his warmth and support that has enabled me to
successfully complete this project.
I feel greatly honored for having done my summer training with B.L.
Agro Oils Ltd. Bareilly. I thank them with full zeal and enthusiasm
that they gave this big opportunity to me.
Last but not the least; I would like to extend my deep sense of
gratitude and thanks to my Parents, Friends and God in successful
completion of this project.

KSHITIJ AYUSH
 Certificate

This is to certify that Mr. KSHITIJ AYUSH HEMKAR, a regular

student of MBA 2012-14 Batch has undergone Summer Training in
B.L. Agro Oils Ltd. Bareilly on the topic of A study of Consumer
Perception About Of B.L. Agro Oils Ltd. (A Case Of Bareily) for
a period of 45 Days commencing from 10 June 2013 to 25 July
2013.This Summer Training Project Report embodies the facts and
figure collected and interpreted by him during the course of Training.
This Certificate is issued by the undersigned on the basis of the
Summer Training Certificate of the organization in which the student
completed the Summer Training during above period.

Dr.Pankaj Agarwal
Prof. Future
Institute Of Management& Technology
Bareilly
 DECLARATION

This is to declare that I KSHITIJ AYUSH HEMKAR student of

MBA in Future Institute Of Management & Technology Bareilly
have given original data and information to best of my knowledge in
the report entitled A study of Consumer Perception About Of B.L.
Agro Oils Ltd..( A Case Of Bareilly)
I further state that no part of this information has been used for any
assignment but for partial fulfillment of the requirements towards the
completion of the above mentioned course.

KSHITIJ AYUSH HEMKAR

 Executive Summary
Objective:-
Finding the Consumer Perception about of B.L. Agro & other
competitors in Bareilly region & proposing a Total Solutions
Approach to help achieve sustenance & sufficiency.

Research Methodology:-
Secondary research: - Reports, Websites, Newspapers & journals.
Primary research: - Personal Interviews.

Sample Size: - 50 Respondent in Bareilly Region

Data Analysis:-
Analysis using Pie charts & other graphical tools was done on both
Primary & Secondary data.

Suggestions:-
Change the entire approach from Commodity Selling to
Consultative Selling.
Market Mapping & Segmentation.
Effective Channel Strategy.
Appropriate organizational structure and decision making
authority.
TABLE OF CONTENTS Pg.No.
Acknowledgement 03
Executive summary 06
Introduction 10

CHAPTER 1 COMPANY PROFILE 11

Vision of the Company 14
Mission of the Company 14
Quality Policy 15
Management of B.L.Agro 16
Growth so far 17
Organization Structure & hierarchy 20
Product-Mix 22

CHAPTER 2 TRAINING NEEDS ASSESMENT 25

Training needs Assessment 26
Sourcing 27

CHAPTER 3CORPORATE SOCIAL

RESPONCIBILITY 29
Corporate Social Responsibility 30
A Favorable Composition 22
Market Drive 33
CHAPTER 4 PROJECT OBJECTIVE 42

CHAPTER 5 RESEARCH METHODOLOGY 44

Problem Identification 45
Research Design 46
Data Sources 47

CHAPTER 6 ANALYSES & INTERPRETATION 49

Only For Customer 50
Only For Retailer 75

CHAPTER 7 CONCLUSIONS & IMPLICATION 101

Major Findings 102
Limitation of Study 105
Conclusion 106
SWOT analyses of B.L.Agro Oils Ltd. 107
CHAPTER 8 SUGGESTION 109
Learning from study 110

CHAPTER 9 BIBLIOGRAPHY 113

CHAPTER 10 QUESTIONNAIRE 115

INTRODUCTION

With a history that goes back to 50 years, B.L. Agro Oils Ltd. is a
company with a simple corporate objective - to manufacture, package
and market the purest possible edible oil that would offer healthier and
tastier solution to millions of consumers. Currently, B.L. Agro is in
the business of Refining, Quality Control, Packaging and Marketing of
branded mustard and other edible oils.
 CHAPTER-1

COMPANY PROFILE
Company Profile Directors
Ghanshyam Khandelwal
Managing Director

A true entrepreneur, Ghanshyam Khandelwal stepped into the mustard

oil trading business in the 1950s when he was still at a very young
age. Beginning from Bareilly, he single-handedly expanded operations
and soon transformed Bail Kolhu into one of the most preferred
mustard oil brand in the entire belt of Eastern UP.

A man of foresight and vision Ghanshyam Khandelwal has been the

guiding force behind consistent growth of B.L. Agro Oils Ltd. With an
eye on the future, he has, over the years, displayed a tremendous
prowess for anticipating the changing consumer needs and has
repeatedly led the organization to be a winner in a dynamic industry
scenario. The mantras of his success include his unflinching
commitment towards quality and his passion for perfection.
An un-doubted achiever, he is a man of undaunted determination and
courage along with exemplary business acumen.

What distinguish Ghanshyam Khandelwal are his philosophies that

originate from his commitment towards the community. A man of
values, he strongly believes in business ethics and corporate social
responsibility

AshishKhandelwal
Director - Finance & Sales
Post Graduate in Commerce, Ashish Khandelwal joined his father's
business at a very young age. A quick learner and a very hard worker
he learnt the nuances of the trade within no time and established
himself as a growth motivator by bringing in new-age marketing
concepts and fresh opportunities.

With extraordinary abilities in sales and channel management, Ashish

Khandelwal has an unmatched hold on the market pulse. Still in his
prime youth, he has already played a key role in taking B.L. Agro to
newer heights. In his leadership, the company entered into the
consumer packs segment and the venture resulted in unprecedented
success.
Having spent over 12 years in this trade, Ashish Khandelwal possesses
a rare combination of experience as well as youthful exuberance. With
a futuristic outlook, he has an unmatched ability to think ahead of the
times and a vision that is set to take B.L. Agro into a glorious future.

RichaKhandelwal
Director Marketing

BTech from IET, Lucknow and MBA from ICFAI, Hyderabad. Richa
Khandelwal adds a fresh dimension to the management competencies
at B.L. Agro. Among her many contributions to the organization is her
vision to take B.L. Agro to the highest national and international level.
With path-breaking ideas, Richa Khandelwal has played a key role in
further strengthening the Bail Kolhu and other B.L. Agro brands and
has led its expansion into Delhi NCR and other newer territories with
outstanding success. In a short span of time, she has turned Bail Kolhu
into a household name in Delhi that has already become the large15st
selling mustard oil in certain regions.

Always a forward looking person, Richa Khandelwal has helped the

organization get into an overdrive with her astute marketing strategies
and innovative techniques.
VISION
To be a way of life for every Indian.

MISSION
To be the benchmark in purity and perfection. To achieve a leadership
position in the Indian market and to become the preferred Indian
edible oil name globally.

QUALITY POLICY
B.L. Agro Oils Ltd. is committed to total customer satisfaction, and
compliance with regulatory bodies at all times and at maximum
effectiveness.
We aim to-Consistently enhance our understanding of market
dynamics and changing customer needs so as to offer finest quality
products that at all times meet our customers' expectations and the
ever changing demands of the market place.
- Provide a high level of service to our customers with minimum cause
for complaint.
-Maintain a healthy & constructive work environment that enables
Personnel to produce optimal output.
- Continually comply with the requirements of ISO 9001:2000, ISO
14002:2004, HACCP and other government regulations and
continuously improve the effectiveness of our Quality Management
System.
With a history that goes back to 50 years, B.L. Agro Oils Ltd. is a
company with a simple corporate objective - to manufacture, package
and market the purest possible edible oil that would offer healthier and
tastier solution to millions of consumers.

MANAGEMENT
the foundations of B.L. Agro were laid half a century ago by its
Managing Director, Shri Ghanshyan Khandelwal-a veteran of the
Indian mustard industry. Since then the management of B.L. Agro has
gained an unmatched, in-depth insight of the industry and the
continuously evolving customer needs. The leadership at B.L. Agro
has a vision for the future and their acumen in adapting to the
changing times has translated into consistent growth by the company.

However, the most important attribute of the B.L. Agro leadership is

the un-fallible commitment towards quality, towards customers and
towards community at large.
At B.L. Agro 'No Compromise with Quality' is a guiding philosophy.
And the management takes it as there.
Another distinctive characteristic of the B.L. Agro management team
is their strong belief that Success and growth do not mean much
unless accompanied by trust and respect from the community. And
over the years this belief has ensured that as a corporate citizen, B.L.
Agro Oils Ltd. earns an image of one of the most respected and
revered organization in its region of activity.

GROWTH SO FAR

Having started as a mustard trading house in 1958, B.L. Agro has

come a long way today. During the course of its journey, 1999 proved
to be a landmark year which transformed the business house from a
commodity trading organization to an FMCG company. The year
witnessed the birth of B.L. Agro Oils as a registered company and also
marked its advent into quality control, packaging and marketing of
consumer packs of their flagship brand - Bail Kolhu Kachchi Ghani
Mustard Oil. Achieving an astonishing turnover of Rs. 60 crores in the
first year itself, the company has not looked back since.
Expansion and up-gradation has been a continuous process for B.L.
Agro. The marketers of a single mustard oil brand subsequently
started rolling out multiple varieties of mustard oil - thus catering to a
much wider consumer base. As the product range swelled, the
competencies, capabilities and capacities were continuously enhanced
to meet the growing challenges. However even with its ever-
expanding size, B.L. Agro never lost sight of its ultimate goal that of
providing only the highest product quality - and hence set up its own
advanced quality control systems and packaging facilities.

Later, the company took another stride when being a player in the lone
mustard oil segment; B.L. Agro diversified into Refined Soyabean oil
and then further to various blended edible oils. In 2006, B.L. Agro
achieved yet another milestone when it established its own state-of-
the-art Refinery.
Organization structure
& hierarchy
Organization design &
structure
 Chairmen

BOARD OF
DIRECTORS

MANAGING DIRECTOR

FINANCE MARKETING EXECUTIVE EXECUTIVE

DIRECTOR DIRECTOR DIRECTOR
DIRECTOR
(PROJECT) (GENERAL
MANAGER)

TRANSPORT
ADVISOR

GENERAL GENERAL GENERAL GENERAL

MANAGER MANAGER MANAGER MANAGER
 HIERARCHY OF B.L.AGRO

G.M

Dy. Audit
Regional
Managers
Controller

Dy.Accounts

Productio Plant Quality Personnl

n Manager Manager
Assistant Manager Servic

Accoun e
Manag
t
er
Manag
ers
Staffs Assistant Assistant Assistant Assistant
Manager Manager Manager Manager

Staffs & Staffs & Staffs & Staffs

Workers Workers Workers
 PRODUCTS

From Commodity trading business to an FMCG company

From Mustard Trading to Refining

From just Mustard Oil to Blended Oils

From one product to multiple product

Setting up of own QC, packaging units

Establishing own Brand Names and marketing

Establishing distribution network

Continuously achieving revenue growth

 BailKolhu

Bail Kolhu Kachchi Ghani Mustard Oil is the flagship brand of the
company. This is a Grade A Mustard Oil and due to its unique taste
and ideal pungency, it enjoys a tremendous consumer preference
throughout the states of UP, Uttaranchal and Delhi. Bail Kolhu is a
clear market leader in most of its distribution territories and
commands almost monopolistic leadership position in many of the
markets.

Mohan Dhara
Mohan Dhara is a well accepted brand in the Refined Soyabean Oil
segment At B.L. Agro.

Balance Lite
this is a fast growing brand that has facilitated the advent of B.L. Agro
in the Refined Vegetable Oil segment
 Aviral Dhara
Aviral Dhara is a multi-product brand of Mustard Oil, Palmolein Oil,
and Vegetable Oils. Having gained instant acceptance in the market,
the brand is on a steady growth chart.

Nourish Delite A soon to be launched multi-

product National Food brand. Nourish Delite is a Dream Project of
B.L. Agro management that promises to enhance the image as well as
scale of company's operations. the vision is to make Nourish Delite
India's biggest and most trusted Food Brand and the company is
planning and preparing to make this dream a reality.
First product to be offered under this brand will be Premium Soyabean
oil followed by Premium Mustard Oil. The line will be further
expanded to multiple food products that will even extend beyond
edible oils and include products like Atta, Besan, and Pulses on one
hand and Packaged Drinking Water on the other.
 CHAPTER-2

Training needsAssessment
and effectiveness in a
B.L.Agro
The operations of B.L. Agro Oil Ltd. are currently divided into the

domains of:

Sourcing

Quality Control

Processing

Refining

Blending

Packaging and Marketing of Mustard, Soyabean, Palmolein

and other Blended Edible Oils.

Backward Integration: The company has its own

manufacturing unit of bottles, jars & cartons used in packaging
of its products.
 Sourcing

Sourcing B.L. Agro has identified certain quality

sources of crude mustard oil mostly from Rajasthan

and certain pockets of Uttar Pradesh. The Soyabean
oil is sourced from selective areas of Madhya
Pradesh.

The company has installed facilities for Processing,

Filtration, Refining and Blending at its state-of-the
art Refinery Plant located at Parsakhera Industrial
Area in Bareilly (U.P.).

The automated plant is spread on a sprawling 10000

sq. mtrs. with a production capacity of 125 tonnes /
day and a storage capacity of 2500 tonnes.

The company also has a Packaging Unit with a

Capacity of 300 tonnes / day and storage capacity
of 500 tonnes.
 Currently B.L. Agro products are distributed through
a network spread in over 200 cities across 6 states
of North India.

With the ever increasing demand for B.L. Agro oils in

existing as well as newer territories, the distribution
network keeps expanding day by day

The company enjoys a clear leadership position in

most parts of Uttar Pradesh and Uttarakhand. With its
recent entry into the Delhi NCR markets, Bail
Kolhu Kachchi Ghani Mustard Oil has received an
instantaneous acceptance and has already gained a
substantial market share.
 CHAPTER-3

CORPORATE SOCIAL
RESPONSOBILIY
CORPORATE SOCIAL
RESPONSOBILIY

As socially responsible citizens, the promoters of B.L. Agro are

committed to contribute their bit in the nation building process and
work towards the betterment of the society.

The Khandelwal family actively participate in and support various

community service programmes like Blood Donation camps,
Plantation Drives, Service for
Physically Disabled etc.

As an environment sensitive industrial house, B.L. Agro takes various

voluntary measures in addition to the mandatory steps to ensure
environment conservation.

These include
Effluent Treatment Plant for Water Pollution Control as well as
Water Conservation.
Installation of advanced equipments for Air Pollution Control.
 Use of only Agriculture Bio-Mass for steam generation; and many
more such measures.

Khao Sarson, Jiyo Barson

Mustard Oil The Healthiest One

Mustard Oil is extracted at a low pressure at low temperature (40-
600C).
It contains 0.30-0.35 % essential oil (AllylIso-Thiocynate) which acts
as preservative.

Mustard Oil is one of the best cooking oil particular for heart patient
because it has an Omega 3 (MUFA) and 6 Fatty Acid composition
(Linolic and alpha

Linolic Acid respectively) in good proposition close to 10:1 rarely

found in any other oil. The ideal ratio of Omega 6 and Omega 3 is
10:1.
A Favourable Composition;

Mustard oil has 30 percent protein, calcium, phytins, phenolics and

natural anti-oxidants.
Mustard oil contains high amount of mono-unsaturated fatty acids
and a good ratio of polyunsaturated fatty acids, which is good for
heart. It contains the least amount of saturated fatty acids, making it
safe for heart patients.
Glucosinolate, the pungent principle in mustard oil, has anti
bacterial, anti fungal and anti-carcinogenic properties, which account
for many medicinal utilities of the oil.
The relatively high level of oleic acid and the favorable balance
between linolenic and linoleic acids is present in mustard oil. It may
be said that it is the safest oil and is as good as any other edible oil.
MARKET DRIVERS
The Market and Consumer Insights possessed by B.L. Agro leadership
is unparalleled. B.L. Agro understands that Fooding habits of
consumers are very individualistic and vary from house to house. And
in order to make a long term relationship with the collective base, the
company needs to pack Real Customer Delight in each pack that it
offers.
What Drives Success

The Market and Consumer Insights possessed by B.L. Agro

leadership is unparalleled. B.L. Agro understands that Fooding
habits of consumers are very individualistic and vary from house to
house. And in order to make a long term relationship with the
collective base, the company needs to pack Real Customer Delight
 in each pack that it offers.

Moreover what has brought laurels to B.L. Agro and awarded it a

leadership position is the company's ability to anticipate and adopt
to Market Demand Shifts resulting from either consumer Living
Pattern Shifts or any other reason. At B.L. Agro, change has been
one of the most consistent processes. Be it technological
capabilities, be it the strength of human minds or be it the collective
efficiencies, B.L. Agro has always anticipated the changing
environment and empowered itself for the same.

The most important success driver at B.L. Agro is its ability to offer
Consistency of Highest Quality Standards. Pack by pack, batch by
batch, consignment by consignment, the products of B.L. Agro carry
exactly the same quality and purity standards for which they have
gained widespread respect.

Strength
 The processes and facilities at the B.L.
Agro plant match the highest standards
The Double Filter Process for Mustard
Oil ensures that only the purest product
is dispatched from the B.L. Agro plant. The Refining is undertaken by
Chemical Refining process through which flows out the purest form of
cooking oil that beats the best known brands on transparency tests.
Moreover, the oil is processed using the Nitrogen Blanketing process
that reduces the loss of nutritional values and ensures Maximum
Nutrition Retention (MNR) in the Refined Oils.

B.L. Agro Oils Ltd. is also one of the selected oil players in the
country that have been granted the Blending License thus enabling it
to further expand its product portfolio. With the vast possibilities in
Blending, the company is now in a position to develop many new
products and cater to the evolving consumer needs.
 Whatever the product and whatever be the process, at B.L. Agro the
Purity & Hygiene factor is always the topmost priority. At its
technologically advanced refinery plant, all processes are designed to
be automated. Right from the un-loading of the crude oil tankers to the

Filling and packaging of oil in various pack-sizes, the product remains

untouchedby human hand.

As a result the established Edible Oil Brands of B.L. Agro are today
enjoying Market Leadership in a vast market and region. The unique
taste preference developed by the companys products ensures an
unflinching consumer loyalty that in turn results in the consistent
demand for the company.

The company has secured sources for supply of crude oil. The
identification of multiple regions ensures that supplies to B.L. Agro
are not affected by climatic adversities or any other form of
agricultural contingencies.

One of the unique strengths of B.L. Agro is that the company even
has its own facilities for manufacturing of packaging materials used
for its products. This results not just in controlling the costs and
enhancing value but also in maintaining the product purity to the last
possible level.

The company has an Excellent Track Record With the

 Management experience of 50 years, B.L. Agro has displayed a
consistent and exemplary growth right since its inception.

B.L. Agro Oils Ltd. possesses India's largest mustard oil packaging
facilities.

In-house QC Lab Best equipped & biggest in UP. The company

has an in-house Quality Control Laboratory with a Gas
Chromatography that ensures purity, ideal blends and PFA certified
quality of all B.L.Agro products.

The company's lab is the biggest and best equipped in the entire state
of Uttar Pradesh.

To further complement its efforts and enhance its performance the

company has established Enterprise Resource Planning (ERP) systems
and has obtained ISO 9001:2000, ISO 14002:2004 and HACCP
certifications.
Potential Market Dynamics

Overview of Edible Oil Industry

In India the popular cooking mediums
include Mustard Oil, Groundnut Oil,
Sunflower Oil, Coconut Oil, Soyabean Oil and Palm Oil.
Mustard, Soyabean and Palm Oil (mainly imported) account for over
75% of total edible oil consumption.
 Only around 16% of the households in India consume branded edible
oils.
Among branded oils, refined oils account for 60% of consumption
and crude oils (only filtered) account for the balance.
Branded edible oils have penetrated 31% of households in urban
areas and only 9% in rural areas.
The edible oil sector in India is largely unorganized with only a few
organized players.
Edible oil is sold in the country either in consumer packs (less than 5
lt pack sizes), bulk packs (15 kg/ lt) or as loose oil in tankers or
barrels.

Macro Economic Situation Industry growth rates

Indian edible oil economy is world's fourth largest after USA, China
and Brazil (India accounts for 7% of world oilseeds & oil meal
production and 10% of world consumption of edible oil).
2nd largest import bill item for India - favorable government policies
for domestic industry by way of high import duties on imported
edible oils.
Increasing health consciousness, preference for packaged products
(hygiene factors and avoidance of any adulteration) and low-
saturated fat cooking mediums.Current & expected demands
According to an estimate, the demand for edible oils is expected to
increase from current levels of 11.5 million tones to 15.6 million
tones in 2010 and 21.3 million tones by 2015.
Growth Opportunities
Emergence of branded edible oil as a high growth segment in Indian
FMCG industry.With a huge proportion of total Indian households
still not using branded oils but displaying continuous shift in their
 using pattern - from loose unbranded oils to packed branded oils, the
category of branded edible oils has emerged as a high growth
segment in the Indian FMCG industry

With an excellent record of adapting to the dynamic trends, B.L. Agro

Oils Ltd. is well positioned and preparing itself to play an important
role in facilitating this transition in consumer behavior.

Future Strategy & Growth Plans

Expansion in geographic reach and

newer markets - The company has
already extended its distribution
network covering almost entire North
India and is now poised to further
expand in newer markets.

To meet the challenges of growing demands, B.L. Agro is preparing

for capacity enhancement and expansion of manufacturing
capabilities.
 The company has an ambitious plan for setting up an Integrated Oil
Complex for which it has already identified the locations. With
comprehensive facilities available within this complex, the company
will be able to provide integrated solutions and enhance its
competitive pricing power.

In addition to the existing facilities, the proposed complex will

include Solvent Extraction Plant, Rice Bran & Sunflower Refinery
andMustard Crushing Facilities.

To make its procurement processes smooth and cost effective B.L.

Agro oils is also contemplating setting up of Rack Facilities
connecting its Oil Complex to various Port.

With the addition of Mustard Crushing Facilities, the company plans

to consolidate as well as increase its market share in the mustard
segment.

Increase in brand power B.L. Agro Oils Ltd. has planned

widespread promotional and consumer connect campaigns to achieve
an increase in its brand power.

The company is working to expand its product and brand portfolio

through extension of the existing lines as well as through
diversification into other edible food items.

Through ensuring a substantial market share in the mustard oil as

well as other segments, B.L. Agro aims to obtain better pricing power.

CHAPTER-4

PROJECT OBJECTIVE
PROJECT OBECTIVE
What are the Quality, Price, and Promotion of the Bail kolh
product.Finding the Price, Quality and Promotion of Edible oils of
B.L. Agro & other competitors in Bareilly region & proposing a Total
Solutions Approach to help achieve sustenance & sufficiency.

OBJECTIVE OF THE STUDY

To study of Consumer Perception About the Quality B.L.Agro

(Bail kolhu)Product in Bareilly.

To study of Price of B.L.Agro to another Competitor.

To know the Advertisement Impact on the Customers minds.

Comparative analysis of B.L. Agro and other brands.

 CHAPTER-5

RESEARCH
METHODOLOGY
An exploratory research focuses on the discovery of ideas and is
generally based on secondary data. It is primarily investigation which
does not have a rigid design. This is because a researcher engaged in
an exploratory study may have to change his focus as a result of new
ideas and relationship among the variables.

Research Methodology is a way to systematically solve the research

problem. When we talk to research methodology we not only talk of
research methods but also consider the logic behind the methods we
use in the context of our research results are capable of being
evaluated either by the researchers himself or by others.
The purpose of this section is to describe the methodology carried out
to complete the work. The methodology plays a dominant role in any
research work. The effectiveness of any research work depends upon
the correctness and effectiveness of the research methodology.

Problem Identification
To carry out the promotion requires preparing a database of corporate
houses, and specific location in different part in Bareilly. Kanpur and
find out contact name and phone number of concerned person.
Research Design

To accomplish the predefined objectives of the research, Descriptive

Research Design is used to collect the require information from the
sources. Descriptive research design is helpful in collecting in depth
information, the demographic characteristics of the customers as well
as to get their feedback.

Respondents

Since the research objectives demand the feedback from the Retailer
and Customer, the respondents are the Consumer and Retailer of B.L.
Agro (Bail Kolhu) in Bareilly.

Sampling method

It is not possible to get the information from each and every Consumer
and Retailer under the limited time and limited resources. Therefore a
relevant and sizeable sample is drawn from the total number of
customers and Retailer.
Area sampling method is used along with judgment sampling via
Market Search and the data were collected.

Sample Size: - Around 50 (Retailers & Consumer)

Data source

Two types of data sources are used in this project work:

Primary Data

Observation

Survey Research (Questionnaires)

Behavioral-data

OBSERVATION RESEARCH

Fresh data can be gathered by, observing the relevant actors and

settings.

SURVEY RESEARCH

Surveys are best suited for descriptive research. Companies undertake

surveys to learn about people's knowledge, beliefs, preferences, and
satisfaction, and to measure these magnitudes in the general
population.

Secondary Data

Sources: reports, websites, Newspapers & Journals

Company website:

RESEARCH INSTRUMENT

Marketing Researchers have a choice of main research instruments in

collecting primary data is questionnaires.

CHAPTER-6

ANALYSIS
&
 INTERPRETATION

ONLY FOR CUSTOMER

Q.1 - Which types of oil you use in cooking ?

Use Of Cooking Oil

100

80
% of Customer

60

40

20

0
Mustard Refined Blended Other
% Of Cust. 100 0 0 0
COMMENTS: On the basis of customer response we can say that all

customers mostly used the mustard oil for cooking food. Thats not

mean they are not use Refined oil. The entire customer use both

Mustard and Refined oil.

Mostly customer use mustard oil daily for cooking the vegetables,

Paraathe etc. But mostly they use Refined oil for making Puri.

No one customer use Blended oil for cooking food and also dont use

palm and rice oil.

So, above chart shows that the entire customer mostly uses mustard oil

for cooking Food.

Q.2 - What are the factors influences the buying

behavior of consumer in case of mustard oil?

Factors Influence the

Behavior of Buying

100%
% of Customer

80%
60%
40%
20%
0%
Price Promotion Advertise Brand
/Gift ment
% of Cust. 0 0 0 100
COMMMENT; The above chart shows that the entire customer wants

qualitative product. Customer says that if the company provides to

better quality than they will purchases the product. They will give

some extra money for better quality.

The above chart shows that the factors influence buying behavior of

consumer in case of mustard oil that is Brand. No one see the price

of product, no one see what gifts company provide to customer, no

one

Customer sees advertisement, they only want better quality product.

So we can say that price, promotion gift, advertisement not a matter to

sale of mustard oil.

Finally, we can say that the most factor influence buying behavior of

customer in case of mustard oil is Brand, after the brand they choose

to price and promotion/ gift. Price is most important thing of a

product, it is very important for a product, without price we cannot

sale our product. Promotion is the part of sale; companies promote his

products for increase the sale.

Q.3 - Does attractive packaging in edible oils

attracts You?
 How much attractive
Packaging attract you

90
80
70
% of Customer

60
50
40
30
20
10
0
Very much Not at all To some Extent Depend up on
the Brand
8 0 4 88

Comments; above chart shows that only 8% customer said that

attractive packaging attract them. Thats mean only 8% customer sees

the packaging when they buy the edible oil.

Only 4% Customer said that the packaging of edible oils to some

extent. That means 4% customer takes lightly to Packaging when they

buy edible oil.

88% customer says that they do not see the packaging when they buy

the edible oil. 88% customer didnt take packaging seriously when

they buy the edible oil. They only wants brand .the 88% customer says

that the packaging of edible oil Depend upon the brands .the

packaging doesnt matter when they buying edible oil.

On the basis of respondents response we can say that the packaging

does not matter when they buy the edible oil. But thats not mean that

customer not wants better packaging, firstly they wants quality after

the quality they wants packaging so we can say that firstly the

customer wants brand and the packaging of mustard oil depend upon

the brand. The matter doesnt Mustard or refined or blended oil but

the customer wants only brands.

Q.4 -Does attractive packaging in mustard oil could

attract you?
 Attractive Packaging
Of Mustard Oil

70
60
50
Axis Title

40
30
20
10
0
Yes No Cant say
% of Cust. 64 28 8

Comment; On the basis of respondents responses shows that 64%

customer says that attractive packaging of mustard oil attract them.

We can say that if a company produces his mustard oil in good

packaging then customer thought for bought the mustard oil.

28% customer says that attractive packaging of mustard oil didnt

attract them. They want only quality. They didnt mind that how is the

packaging design of mustard oil.

Only 4% customer has confusion that they mind the packaging design

or not for mustard oil.

So, above the research and response of customer perception we

analyze that maximum customer wants better quality with good

packaging .the customer says that if a mustard oil company produces

his product with different types packaging than company increase his

sale. In the market many types customer are present there and every

customer bought the mustard oil in different types of packaging as

well as customer wants.

So, on the basis of research I suggest to Mustard Oil Company; the

attractive packaging of mustard oil companies doesnt attract the

customer

Q.5 -Does better packaging means better quality of

oil?
 Better Packaging means
Better quality oil

80
70
60
% of Customer

50
40
30
20
10
0
Yes No
% of Cust 24 76

Comment; Above chart shows that 24% customer says that if a

mustard oil company produces its product with a great packaging and

it wants to be lot of sale but company dont know that if company

provide a better packaging but dont give a better quality than

company dont sale its product.

76% customer says that the mean of better packaging of better quality

of oil didnt right. Its mean 76% customer says that if a company

gives better packaging and company did not provide a better quality

they dont purchases to the product.

Customer says that if a company produces a product and the quality of

a product is low but packaging is very good than firstly they buy the

product but after this they didnt buy the product.

Q.6 - Which brands of oil you preferred?

 Mustard oil brand

4%
0% 12%
24% Fortune
Bail kolhu
Ravindra
Dalda
Dhara
60%

Comment; on the basis of customer perception the above diagram

shows that how many consumers, which brand of mustard oil prefers.

So, above chart shows that 60% consumer consumed Bail Kolhu.

24% consumer consumed Fortune Mustard Oil, 12% consumer

consumed Dalda Mustard Oil,4% consumer consumed Dhara

Mustard Oil.and none of these consumed Ravindra Kolhu in that

my region.

Bail kolhu is the leading mustard oil. Mostly customer uses this oil.

in my region mostly customer use Bail Kolhu.

Q.7 - Do the customer ask for a particular brand of

 oil in your region?

Ask for a particular Brand

100
90
80
70
% of cust.

60
50
40
30
20
10
0
Yes No Can't say
% of cust. 96 0 4

Comment; when we ask to customer that you ask for a particular brand

of oil in your region? Then 96% customer says yes.

Customer says that when they go to the market for purchases the oil

then they gives a particular name of brand to shop owner.

Mainly customer asks for a particular brand is bail kolhu than fortune

than dalda than dhara.

Only 4% customer did not ask for a particular brand of oil in his

region. They said that which brand a shop owner give him they use it.

They think a shop owner well known to the brand and quality of a

product so they can take it.

Ask For A Particular Brand

60
50
% of Customer

40
30
20
10
0
Bail Kolhu Fortune Dalda Dhara
% Of Cust. 60 20 12 4

We show with the help of chart that which a particular brand and how

many customer ask in his region.

The above chart shows that 60% customer ask for Bail Kolhu in his

region. And 20% customer ask for Fortune Mustard Oil; 12%

customer ask for Dalda Mustard Oil and 4% customer ask for Dhara

Mustard Oil. And only 4% customer they do not ask for a particular

brand of oil in his region.

So we can say that now time mostly Customer asks for a particular

brand of oil in his region. They know that what they want.
Q.8 - B.L. Agro (Bail Kolhu) products are available in

your home?

Availability Of Bail Kolhu

In The Home

80
% Of Customer

60

40

20

0
Yes No
% Of Cust. 64 36

Comment; on the basis of customer perception we show the

availability of Bail Kolhu in the customers home.64% customer have

Bail kolhu in their home,and 36% customer not have Bail Kolhu in

their home.

64% customer like to Bail Kolhu Mustard oil and they currently use

this oil But

36% customer does not like Bail kolhu and they do not use it the

reasons are given below:-

On the basis of respondent responses mostly customer says that

the Bail Kolhu is the very high oil. Mostly customer says that

Bail Kolhu is the very high (weighted, Bharri) oil so they dont

use it.

The second reason that oils color is very dark. The color shows

that it is not pure mustard oil.

The third reason that some customer says they never use this

oil in past so they dont use it in present.

So we can say that please correction these reason and please promote

the Bail Kolhu and give some attractive offer and scheme for making

new customer. I suggest to company please remove these Problem and

give some attractive gift and promote the product.

Q.11-Is the edible oil nature price sensitive?

Nature Price of oil sensitve

50

40
% Customer

30

20

10

0
Very much Some time no
% o0f cust 48 44 8

Comment On the Basis of research 48% customer says that the

Nature Price of oil is very much sensitive and 44% customer says that

the Nature Price of oil is some time sensitive and 8% customer says

that the nature price of oil is not sensitive.

So we can say that mostly customer says that the price of natural oil is

sensitive.
Q.12 -How are B.L.Agro products priced in
comparison to the competitive brand?

Price Comparision to The other

Competitve Brand

100
% of Customer

80

60

40

20

0
Competitive Low price High Price
% o0f cust 92 0 8

Comment; when we asked to the customer to compare to the price

between Bail kolhu and other competitive brand than the response of

customer that 92% customer says that the price of Bail Kolhu is

competitive than other brand.

8% customer says that the Price of Bail Kolhu is High than other

brand and no one can say that the price of Bail Kolhu is low than other

competitive brand.

So we can say that the price of Bail Kolhu is competitive .Mostly

customer says that the price of Bail Kolhu is competitive than other

brand.
Q.13 -In the current edible oil Market brand of oil

Has the best Packaging? Please share with us

why you Do like that Packaging design?

for Packaging Design

50
45
40
35
% of customer

30
25
20
15
10
5
0
Bail Kolhu Fortune Dalda
% of cust. 40 44 16

Comment; On the basis of customer perception, Mostly customers

like the Packaging Design of Fortune Mustard oil.

The above chart shows that 44% customer says that Fortune Mustard

Oil have the best Packaging. According to customer, they say that the

Fortune Mustard Oil have best packaging design, its poly pack is
also good.
Customer says that Fortune have modern packaging design. The

customer says that the look of Fortune Mustard oil also very good.

40% Customer like the Packaging of Bail Kolhu. For the Bail Kolhu

the customer said that its have many types of Packaging like 100ml,

200ml, 500ml, and 1ltr. Etc. and the Packaging Design also shows that

its name. Its poly pack is strong and suitable to carry to here and there.

16% customer like the Packaging of Dalda Mustard Oil .according to

the customer , Dalda mustard oil has very good packaging design , its

packaging design look like different to other brands. Its packaging

design looking unique and its look also very good.

Finally we can say that Customer firstly like the Packaging of Fortune

Mustard Oil. Secondly they like Bail Kolhu and then they like the

packaging of Dalda Mustard oil.

Q.14 -Which brand of edible oils has the best

branding /Graphic? What does it? Apply to

you?

Best Brand Of Edible Oil

60

50

40
% of customer

30

20

10

0
Bail Kolhu Dalda Fortune Dhara
% of cust. 56 12 28 4

Comment; on the basis of customers response, the above chart shows

that 56% customer says that Bail Kolhu is the best brand. Customer

says that bail kolhu is very old and trustable brand, its color is look
like pure mustard oil. Bail kolhu have better taste and better quality of

oil.

Customer says that bail kolhu provide the best quality of mustard oil

than other competitive brand of mustard oil.

Customer says that no one of brand provide quality as bail; kolhu. Its

smell is also very good.

28% customer likes Fortune Mustard Oil. The customer says that

Fortune Mustard oil is light oil, its smell also very good. The quality

of fortune mustard oil also is a very good taste is better than other

mustard oil. Customer says that the packaging design of fortune

mustard oil looking modern. Its packaging shows that it is modern oil.

12% customer likes Dalda Mustard Oil .it is a rising brand in

Bareilly region of Mustard oil brand. Customer says that this brand

provide to better quality, better smell, better taste. Packaging design

of this oil looking also very good. Customer says that this oil has

different packaging design to other oil.

On the basis of research 4% customer likes Dhara Mustard Oil.

According to 4% customer they said that it is very good oil for health

and it have better taste, it look pure mustard oil.it is light oil.
Q15. -In case you have anything more share with us,

please feel free to tell us. Or suggestion for B.LAgro

edible oil?

Comment; mostly customer give his suggestion to Bail Kolhu.On the

basis of research customers suggestion that given below;

Mostly customer says that the Packaging Design of Bail Kolhu is

too old.Please change the Packaging design. Customer says that

since 15years Bail Kolhu dont change its packaging Design.

Mostly Customer wants to see the new and modern Packaging

design to Bail Kolhu. Some Customer says that the Packaging

design of Bail Kolhu look like a Local Brand Mustard Oil. So

please change the Packaging Design of Bail Kolhu.

Customer says that the Color of Bail Kolhu oil is very Dark.

Please decrease the color. The color looks like a mixture mustard

oil so please decrease the color. The color of Bail Kolhu Dark
 other than Competitive Mustard oil. So please Decrease the Color

of Bail Kolhu Mustard Oil.

Improve the Quality at same price. Customer says that improve

the Quality at same price like decrease the jhirap

ONLY FOR RETAILER

Q.1 - Which types of oil you use in cooking?

types of oil
You have
100

80
% of Retailer

60

40

20

0
Mustard Refined Both(Ref+ Blended
Must.
% of Retailer 4 0 96 0

Comment; The above chart shows that only 4% customer have only

Mustard Oil. And no one have only Refined Oil. But 96% Customer

have both Mustard Oil and Refined Oil. No one retailer has

Blended Oil.
Q.2 - What are the factors influences the buying

behavior of consumer in case of mustard oil?

Factors Influence the

Behavior of Buying

60
% of Customer

50
40
30
20
10
0
Price Promotion/Gi Advertiseme Brand
ft nt
% of Cust. 40 8 0 52

COMMMENT; the above chart shows that the entire Retailer says that

the Customer wants quality product. Retailers say that if the company

provides to better quality than the Customer will purchases the

product, Customer will give some extra money for better quality.
The above chart shows that the factors influence buying behavior of

Retailer in case of mustard oil that is Brand. Only 52% follow to

the brand when they Purchases the mustard oil.

40% Retailer says that Price is the main factors influence the buying

behavior of consumer in case of mustard oil.

No One Retailer says that Advertisement is the main factor influences

the buying behavior of consumer in case of mustard oil.

8% Retailer says that the Promotion/gift is the main factor influences

the buying behavior of consumer in case of mustard oil.

Finally, we can say that the most factor influence buying behavior of

Retailer in case of mustard oil is Brand, after the brand they choose

to price and promotion/ gift. Price is most important thing of a

product, it is very important for a product, without price we cannot

sale our product. Promotion is the part of sale; companies promote his

products for increase the sale.

Q.3 - Does attractive packaging in edible oils

attracts you?

How much attractive

Packaging attract you
90
80
70
% of Customer

60
50
40
30
20
10
0
Very much Not at all To some Depend up on
Extent the Brand
% of Cust 12 0 0 88

Comments; above chart shows that only 12% Retailer said that

attractive packaging attract them. Thats mean only 12% Retailer sees

the packaging when they buy the edible oil.

No Retailer said that the packaging of edible oils to some extent. That

means 4% customer takes lightly to Packaging when they buy edible

oil.

88% Retailer says that they do not see the packaging when they buy

the edible oil. 88% Retailer didnt take packaging seriously when they

buy the edible oil. They only wants brand.

The 88% Retailer says that the packaging of edible oil Depend upon

the brands .the packaging doesnt matter when they buying edible oil.

On the basis Retailer response we can say that the packaging does not

matter when they buy the edible oil. But thats not mean that customer

not wants better packaging, firstly they wants quality after the quality

they wants packaging so we can say that firstly the customer wants

brand and the packaging of mustard oil depend upon the brand. The

matter doesnt Mustard or refined or blended oil but the customer

wants only brands.

Q.4 -Does attractive packaging in mustard oil could

attract you?

Attractive Packaging of
Mustard oil
70
60
% of Customer

50
40
30
20
10
0
Yes NO Cant say
% of Cust. 68 24 8

Comment; On the basis of Retailer responses shows that 68% Retailer

says that attractive packaging of mustard oil attract them. We can say

that if a company produces his mustard oil in good packaging then

customer thought for bought the mustard oil.

24% Retailer says that attractive packaging of mustard oil didnt

attract them. They want only quality. They didnt mind that how is the

packaging design of mustard oil.

Only 8% Retailer has confusion that they mind the packaging design

or not for mustard oil.

So, above the research and response of Retailer perception we analyze

that maximum customer wants better quality with good packaging .the

Retailer says that if a mustard oil company produces his product with

different types packaging than company increase his sale. In the

market many types customer are present there and every customer

bought the mustard oil in different types of packaging as well as

customer wants.

So, on the basis of research I suggest to Mustard Oil Company; the

attractive packaging of mustard oil companies attract the Retailer

Q.5 -Does better packaging means better quality of

oil?

Better Packaging means

Better quality oil

Yes
48%
No
52%

Comment; Above chart shows that 48% Retailer says that if a

mustard oil company produces its product with a great packaging and

it wants to be lot of sale but company dont know that if company

provide a better packaging but dont give a better quality than

company dont sale its product.

52% Retailer says that the mean of better packaging of better quality

of oil didnt right. Its mean 52% Retailer says that if a company

produces its better packaging and company did not provide a better

quality they dont purchases to the product. Retailer says that if a

company produces a product and products quality low but packaging

is very good than firstly they buy the product but after this they dont

buy the product.

Q.6 - Which brands of oil you have?

Dhara
6% Brands
Nutrela
3%

Fortune+
Dalda Bail kolhu
22% 32%

Ravindra
2% Bail Kolhu
35%

Comment; On the Basis of Research, We can say that Mostly Retailer

have Bail Kolhu, with Fortune Mustard oil.

Mostly Retailer says that they dont have single Brand of Mustard oil.

The entire Retailer has minimum two or three types of brand of

Mustard oil, no one retailer has a single Brand of Mustard oil.

The entire Retailer has Bail Kolhu Mustard Oil and Fortune Mustard

Oil with its Competitors oil Like Dalda Mustard oil, Dhara mustard

Oil, Nutrlla etc.

So we can say that no one Retailer has single Brand of oil and

Fortune Mustard Oil is a close Competitors of Bail Kolhu

Mustard Oil.

Retailer says that Bail Kolhu and Fortune Mustard Oil is the Main

brand of Mustard oil. Every retailer has Bail Kolhu or Fortune

Mustard oil with its helpful brand like that Dhara ,Dalda, Nutrella,

Ravindra Kolhu Mustard Oil etc.

Q.7 - Do the customer ask for a particular brand of

oil in your region?

Ask for a Particular Brand

70
60
50
% of Customer

40
30
20
10
0
Yes No Cant say
% of cust 68 32 0

Comment; when we ask to the Retailer that Customer ask for a

particular brand of oil in your region? Then 68% Retailer says that

yes.

Retailer says that when Customer come to the market for purchases

the oil then they gives a particular name of brand to shop owner.

Mainly customer asks for a particular brand is bail kolhu than fortune

than dhara.
32% Retailer says that the Customer did not ask for a particular brand

of oil in his region. They said that which brand a shop owner give him

they use it. They think a shop owner well known to the brand and

quality of a product so they can take it.

Ask For A Particular Brand

40
35
30
% Of Customer

25
20
15
10
5
0
Bail Fortune Ravindr Dalda Dhara Engine
Kolhu a
% Of Cust 40 28 12 8 8 4

We show with the help of chart that which a particular brand and how

many customer ask in the Retailers region.

The above chart shows that 40% customer ask for Bail Kolhu in

Retailers region. And 28% customer ask for Fortune Mustard Oil; 8%

customer ask for Dalda Mustard Oil and 8% customer ask for Dhara

Mustard Oil, 12% customer asks for Ravindr Kolhuand 4%

Customer Ask for Engine Mustard oil in Retailers region.

So we can say that now time mostly Customer asks for a particular

brand of oil in Retailers region. They know that what they want.
Q.8 - B.L. Agro (Bail Kolhu) products are available in

Your home?

Availabilty of Bail Kolhu

70

60

50
% of Customer

40

30

20

10

0
Yes No
% Cust. 68 32

Comment; on the basis of Retailers perception we show the

availability of Bail Kolhu in the Retailer Shop.64% customer have

Bail kolhu in their home,and 32% Retailer did not have Bail Kolhu in

his shop.

68% Retailer have the Bail Kolhu Mustard oil in his shop because

they says that mostly customer like to Bail Kolhu Mustard oil and they

currently use this oil But 32% Retailer dont have Bail Kolhu ,the

reasons are given below:-

Mostly Retailer says that the Quality of Bail Kolhu is Poor

and price is high, so they dont sale the Bail Kolhu Mustard Oil.

The second reason is that Retailer didnt have Bail Kolhu Mustard

Oil in his shop because in this Particular area the demand of

Bail Kolhu Oil very low so, they dont have Bail Kolhu Mustard

oil.

So we can say that please correction these reason and please promote

the Bail Kolhu and give some attractive offer and scheme for making

new customer. I suggest to company please remove these Problem and

give some attractive gift and promote the product.

Q.11-Is the edible oil nature price sensitive?

Nature Price Of
Oil Sensitive

60
50
% Of Customer

40
30
20
10
0
Very Much Some Time No
% Of Cust. 60 40 0

Comment On the Basis of research 60% Retailer says that the Nature

Price of oil is very much sensitive and 40% Retailer says that the

Nature Price of oil is some time sensitive and No one Retailer says

that the nature price of oil is not sensitive.

So we can say that mostly Retailer says that the price of natural oil is

sensitive.
Q.12 -How are B.L.Agro products priced in

comparison to the competitive brand?

Price Comparision to the other

Competitve Brand

70
60
% Of Customer

50
40
30
20
10
0
Competitve Low Price High Price
% Of Cust. 68 12 20

Comment; when we asked to the Retailers to compare to the price

between Bail kolhu and other competitive brand than the response of

Retailers that 68% customer says that the price of Bail Kolhu is

competitive than other brand.

20% Retailer says that the Price of Bail Kolhu is High than other

brand and 12% Retailer says that the price of Bail Kolhu is low than

other competitive brand.

So we can say that the price of Bail Kolhu is competitive .Mostly

customer says that the price of Bail Kolhu is competitive than other

brand.
Q.13 -In the current edible oil Market brand of oil

Has the best Packaging? Please share with us

why you do Like that Packaging design?

Best Packaging Brand

45
40
35
% of Customer

30
25
20
15
10
5
0
Bail Kolhu Dalda Fortune Ravindra Other
% of Cust. 20 16 40 8 16

Comment; On the basis of Retailers perception, Mostly Retailers like

the Packaging Design of Fortune Mustard oil.

The above chart shows that 40% Retailers says that Fortune Mustard

Oil have the best Packaging. According to Retailers, they say that the

Fortune Mustard Oil have best packaging design, its poly pack is

also good.
Retailers says that Fortune have modern packaging design. The

Retailers says that the look of Fortune Mustard oil also very good.

20% Retailers like the Packaging of Bail Kolhu. For the Bail Kolhu

the Retailers said that its have many types of Packaging like 100ml,

200ml, 500ml, and 1ltr. Etc. and the Packaging Design also shows that

its name. Its poly pack is strong and suitable to carry to here and there.

16% Retailers like the Packaging of Dalda Mustard Oil .according to

the customer , Dalda mustard oil has very good packaging design , its

packaging design look like different to other brands.

8% Retailers like the Packaging of Ravindra Kolhu, Its packaging

design looking unique, and its look also very good.

16% Retailers like the Packaging of many other Brand of Mustard oil
Like Baba ji, Jai Jawan and engine etc.

Finally we can say that Retailers firstly like the Packaging of Fortune
Mustard Oil. Secondly they like Bail Kolhu and then they like the
packaging of Dalda Mustard oil.
Q.14 -Which brand of edible oils has the best

branding /Graphic? What does it?

Apply to you?

Best Brand
45

40

35

30
% of Customer

25

20

15

10

0
Bail Kolhu Fortune Dalda avindra Dhara Engine
% of Cust. 40 28 8 12 8 4
Comment; on the basis of Retailers response, the above chart shows

that 40% Retailers says that Bail Kolhu is the best brand. Retailers

says that bail kolhu is very old and trustable brand, its color is look

like pure

Mustard oil. Bail kolhu have better taste and better quality of oil.

Retailers says that bail kolhu provide the best quality of mustard oil

than other competitive brand of mustard oil.

Retailers says that no one of brand provide quality as bail; kolhu. Its

smell is also very good.

28% Retailers likes Fortune Mustard Oil. The Retailers says that

Fortune Mustard oil is light oil, its smell also very good. The quality

of fortune mustard oil also is a very good taste is better than other

mustard oil. Retailers says that the packaging design of fortune

mustard oil looking modern. Its packaging shows that it is modern oil.

8% Retailers likes Dalda Mustard Oil .it is a rising brand in Bareilly

region of Mustard oil brand. Retailers says that this brand provide to

better quality, better smell, better taste. Packaging design of this oil
looking also very good. Retailers say that this oil has different

packaging design to other oil.

On the basis of research 8% Retailers likes Dhara Mustard Oil.

According to 8% Retailers they said that it is very good oil for health

and it have better taste, it look pure mustard oil. it is light oil.

12% Retailers likes Ravindra Kolhu Mustard oil.According to Retailer

Ravindra Kolhu Mustard Oil provides to best Quality than other

Mustard Oil Brand.

4% Retailers like engine oil Mustard oil.

Q15. -In case you have anything more share with us,

please feel free to tell us. Or suggestion for

B.LAgro edible oil?

Comment; mostly customer give his suggestion to Bail Kolhu.On the

basis of research customers suggestion that given below;

Mostly Retailers says that the Packaging Design of Bail Kolhu

is too old.Please change the Packaging design. Retailers say that

since 15years Bail Kolhu dont change its packaging Design.

Retailers say that the Color of Bail Kolhu oil is very dark.

Please decrease the color. The color looks like a mixture

mustard oil so please decrease the color. The color of Bail

 Kolhu Dark other than Competitive Mustard oil. So please

Decrease the Color of Bail Kolhu Mustard Oil.

Mostly Retailer Suggest to Bail Kolhu Mustard Oil that improve

the Quality as same price. Its quality is poor than other Mustard

Brand oil.

Improve the Quality at same price. Customer says that improve the

quality at same price like decrease the jhirap.

CHAPTER- 7

CONCLUSION
&
 IMPLICATIONS

MAJOR FINDINGS

Any research which is conducted in the market place flashes back

hidden truths and basic facts, which affects the business of a
company directly or indirectly. These hidden truths are basic facts,
which are out coming of the research, are known as a finding. The
information gathered from the market, which are accountable in the
achievement of the objective and for the company, which makes the
project more interesting, are basically known findings. The result of
assigned project in management studies is known as findings. The
findings of this project are as follows:

1) Mostly Retailer & customer use the Mustard oil In Cooking.

2) Price and Brand are two major factors that are taken into

consideration while purchasing.

3) Attractive Packaging of Mustard could attract to the

Customer.

4) Mostly respondent says That The Better Packaging Means

Better Quality of oil didnt right

5) Bail Kolhu is no.1 Mustard oil Brand Whose Customer use in

Cooking and Fortune Is no.2 Mustard oil Brand.

6) Mostly customer and Retailer ask for a particular brand Name

When they purchase.

7) Mostly Retailer & Customer have Bail Kolhu in his shop &

Home.
8) The Nature Price of Edible is sensitive.

9) Cost wise Bail Kolhu have Competitive price than any other

Mustard oil Brand

10) Fortune Mustard Oil have Best Packaging.

11) Bail Kolhu have No. one brand of Mustard oil than Fortune is

second. Quality wise Bail Kolhu is considered to be number one

Mustard oil.
 LIMITATION OF THE STUDY

Though I have tried my level best to make the study and the report
writing qualitative and excellent, the following limitation overcome in
the study

Bail Kolhu has a huge market at national level, which has sold
lots of products, but this study is limited to Bareilly City only.

The time period allotted for the study i.e. 2 months is a short
period for completing this type of activities.

The accuracy of the project and conclusion is totally depending

 on the accuracy of the data collected and analyzed

The result is not same for all reason

Dealers are too busy to contact

Too much time consumed on each call

It is possible that some potential source may leave untapped

CONCLUSION OF THE STUDY

After the comprehensive study of the secondary and primary data has

been found that Bail Kolhu holds numeric first position in Edible Oils.

This supremacy is due to its sound and promotes after sales services,

which are also the preference criteria.

In this survey research we can get the response of our Customer and

Retailer and mostly Respondent says that the Quality of is Very good,

smell, color and taste also very good.

Undoubtedly Bail Kolhu is leader in edible oils because of its.

SWOT ANALYSIS
Strength

Bail Kolhu is a brand itself.

Aggressive Marketing Strategy.

Bail Kolhu has strong distribution network as compared to

competition.

Customized products for every type of customer.

 It is a very old Brand, so it trustable.

Weakness

Bail Kolhu has not been able to establish an entry barrier for
competitors
Services provided by Bail Kolhu are not always up to the mark

The Packaging design of Bail Kolhu is too old.

Possibility of more new players come in the same business is

expected.
Bail Kolhu facing a big challenge because of their delays in service
facility.

Opportunities

Bail Kolhu products because of their price factor over other

companies and assembles are gaining popularity

The Quality provided by Bail Kolhu is one of the big

opportunities it have
 Lower rates of different models give opportunities to Bail

Kolhu for grab the assemblers market

Bail Kolhu not establish in other state, so its a great

opportunities to launch its product in another state.

Threat
Bail Kolhu facing a big challenge because of their delays in service

facility.

Bail Kolhu is not providing varieties and Configuration.

Many other Local brands are doing the Best services in the

Mustard Oil sector.

Some Local brands give a better quality of mustard oil.

According to the customers need Some local brands give the

different types of packaging.
 CHAPTER-8

SUGGESTIONS

SUGGESTIONS
Relationship
To do any business requires a bridging between buyer and seller so
Bail Kolhu should appoint a term of dynamic marketing executive
who can establsh a good relationship with dealers. Frequent follow
ups will certainly prove fruitful for in the long run

Brand Image
Bail Kolhu has a strong brand image in the market. Brand image
always help in pushing a product into the market.
Hoarding of companys product should be at kept at prime
locations where maximum people can see it.
Bail Kolhu is also not advertising much for its products
frequently in print media and in television channel etc.
Advertising should be made frequent to let the people
remembered the name of Bail Kolhu.

Distribution Network
A strong distribution network always helps in becoming the front-
runner for any product in a market. Though Bail Kolhu has a good
network it has to strengthen it to a greater extend.
The time taken for delivery should be minimized to a larger
extent in order to make the faster deliveries.
They should enhance the number of channel partner in this
reason

LEARNING FROM THE STUDY

It was a great opportunity for me to do my internship in B. L. Agro
Ltd. which is one of the prestigious companies in India. It was a
starting for me to get the knowledge of real corporate world. Today
experience and knowledge of things is much more important than the
degrees in hand. Although the learnings were numerous in number
but I have concluded a few as major learnings and they are as
follows:
I got such a good project at B. L. Agro Ltd. which gave me the
opportunity to meet the various people in the corporate as well
as Government offices. I have visited few organizations but the
experience of these visits has been and will be of tremendous
help in my career.
came to know how to tackle people of different attitude and of
different mindsets, which will definitely help me in future.
Planning a day in advance and the activities that I performed
during that day gave me confidence in my planning and
implementation. This project also exposed me and my skill sets
to the corporate world, where I came to know my flaws and
rectified them, but a chance may be there.
 I was an active member at customer demonstrations, which
gave me confidence and knowledge about how to convince a
customer and handle all sorts of queries.

I learned real marketing and sales experience during this time

period. I learnt how to make good relationships with customer
as well as colleagues. The practical aspects of marketing
theories are materialized during the course of this study.
BIBLIOGRAPHY
BOOKS

Marketing Management - Philip Kotler (Eleventh Edition, Pearson

Education, Inc.)

Principles of Marketing Philip Kotler, Gary Armstrong (Eleventh

Edition, Pearson Education, Inc.)

Marketing Research - G.C. Berry (Third Edition, Tata McGraw

Hills)

WEBSITES

http://www.blagro.org

http://www.google.com

http://www.idcindia.com

http://www.dqindia.coms

MAGAZINES

Business Today

Business Standards

Outlook
QUESTIONNAIRE
 Questionnaire

I am KSHITIJ AYUSH student of MBA at Future Institute of

Management & Technology Bareilly is conduct a survey on the
topic of A STUDY OF CUSTOMER PERCEPTION TOWARDS
OIL PRODUCTS IN BAREILLY. The information provided by you
in this questionnaire will be used for survey purpose only. Your
response will be kept confidential. Thank you very much for your kind
support and valuable time.

(KSHITIJ AYUSH)

Respondent`s Details

Name/Shop ____________________Address __________________

Age___________________________Gender___________________

Occupation__________________ _Contact No________________

Q.1 - Which types of oil you use in cooking?

Ans. - (a) Mustard oil (b) Refined oil

 (c) Blended oil (d) other _________

Q.2 - What are the factors influence the buying behavior of

consumer in case of mustard oil?

Ans. - (a) Price (b) Promotion / gift.

(c)Advertisement (d) Brand

Q.3 - Does attractive packaging in edible oils attracts you?

Ans. (a) Very much (b) Not at all

(c) To some extent (d) Depends upon the brand.

Q.4 -Does attractive packaging in mustard oil could attract you?

Ans. - (a) Yes (b) No (c) Cant say.

Q.5 -Does better packaging means better quality of oil?

Ans. - (a) Yes (b) No

Q.6 - Which brands of oil you preferred?

Ans. - (a) Fortune (b) Bail Kolhu

(c)Ravindra kolhu (d) Other_____________

Q.7 - Do the customer ask for a particular brand of oil in your

region?

Ans. - (a) Yes (b) No (c) Cant say.

Q.8 - B.L. Agro (Bail Kolhu) products are available in your shop?

Ans. - (a) Yes (b) No

Q.9 - If yes than which one?

Ans.___________________________________________________

___________________________________________________

____________________________________________________

Q.10 -If No, than what is the reason?

Ans. - ________________________________________________

_________________________________________________

_________________________________________________

Q.11 -Is the edible oil nature price sensitive?

Ans. - (a) Very much (b) Some time (c) No

Q.12 -How are B.L.Agro products priced in comparison to the

Competitive brand?

Ans. - (a) Competitive (b) Low price (c) High Price

Q.13 -In the current edible oil Market brand of oil has the best

Packaging?Please share with us why do you like that packaging

design?

Ans.____________________________________________________

_____________________________________________________

_____________________________________________________

Q.14 -Which brand of edible oils has the best branding / graphic?

What Does it? Apply to you?

Ans.____________________________________________________

_____________________________________________________
 _____________________________________________________

Q15. -In case you have anything more share with us, please feel free

to Tell us. Or suggestion for B.LAgro edible oil?

Ans. -_________________________________________________

___________________________________________________

___________________________________________________

(Thank You)