MIT College of Management (MITCOM), Pune

A PROJECT REPORT ON
³CONSUMER BEHAVIOUR AND BRAND AWARENESS OF ANKUR SALT IN KUTCH DISTRICT

SUBMITTED TO MAEER¶s MIT COLLEGE OF MANAGEMENT (MITCOM) BY

(Name of the student : ANKUR SINHA Roll No. AM-42 Batch No. 3rd IN PARTIAL FULFILLMENT OF POST GRADUATE PROGRAM (PGP) MONTH:MAY-JULY YEAR:2010-11

MAEER¶s MIT COLLEGE OF MANAGEMENT (MITCOM) PUNE

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Table of C O N T E N T S
Chapter No. Title Page No.

Declaration from student Certificate from Company/ Organisation Certificate from Guide Acknowledgement Chapter Scheme List of Tables List of Graphs List of Charts List if Abbreviations Executive Summary

I.
1.1 1.2 1.3

Introduction
Background of the study Background of the topic Company profile

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1.4 Chapter no. 1.5 1.6 1.7

Statement of the problem Title Need of the study Scope of the study Objectives of the study Research Methodology Research design Primary data Secondary data Sample design Population Sample size Sampling method Method of data collection Instrument for data collection Drafting of a questionnaire Testing of Questionnaire / Pilot survey Page no.

II.
2.1 2.2.1 2.2.2 2.3 2.3.1 2.3.2 2.3.3 2.4.1 2.4.2 2.4.3 2.4.4

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2.5

Field work

Chapter No. 2.6 2.7

Title Data- analysis techniques Limitations

Page No.

III. IV. V. VI.

Data Processing and Analysis Findings Conclusions Recommendations

Bibliography Appendices / Annexure

A.

Questionnaire

5 DECLARATION I. hereby declare that this project report is the record of authentic work carried out by me during the period from MAY 2010 to JULY 2010 and has not been submitted to any other University or Institute for the award of any degree / diploma etc.: ANKUR SINHA. Signature Name of the student : ANKUR SINHA Date: / /2010 . Mr.

Signature Name : Project Guide (Internal) Date: Counter signed by Signature Name Director Date: .--------------. ANKUR SINHA of MAEER¶s MIT College of Management (MITCOM) has successfully completed the project work titled --------------------. He has worked under my guidance.in partial fulfillment of requirement for the completion of PGP course as prescribed by the MAEER¶s MIT College of Management (MITCOM).6 CERTIFICATE This is to certify that Mr. This project report is the record of authentic work carried out by him/her during the period from MAY 2010 to JULY2010.

PUNE) and Prof.I would like to express my sincere thanks too all those who helped me during my practical training programme.. the chairman of ANKUR CHEMFOOD LTD. However. I accept the sole responsibility for any possible error of omission and would be extremely grateful to the readers of this project report if they bring such mistakes to my notice.MITCOM.SWATI BANKAR (COURSE HEAD. I would like to present this project report for ANKUR CHEMFOOD LTD. It has been an enriching experience for me to undergo my summer training at ANKUR CHEMFOOD LTD. At last but not least my grateful thanks is also extended to Prof.WEST ZONE who helped me at every step whenever needed.I am thankful to all my faculty members for the proper guidance and assistance extended by them. I am also grateful to my parents.ASHOK BHAI PAREKH. friends.GANDHIDHAM which would not have possible without the goodwill and support of the people around. As a student of MIT COLLEGE OF MANAGEMENT. SONAL PARMAR(INTERNAL GUIDE) . .HITESH PATEL.I am very thankful to Mr .7 ACKNOWLEDGEMENT With immense pleasure.GANDHIDHAM. to encourage & giving me moral support. Words are insufficient to express my gratitude toward Mr. MARKETING HEAD.

1 2 3 4 5 Title Page No.8 CHAPTER SCHEME Chapter No. .

Title Page No. . 1 2 3 4 5 . .9 List of Graphs Graph No. . .

. .10 List of Charts Chart No. . 1 2 3 4 5 . . . . Title Page No. . . .

The primary data is collected by the means of scheduled interviews through questionnaires for both retailers and consumers and secondary data is collected from company records .The sample size decided for the study is 100 retailers and 150 consumers which was selected through random sampling and cluster sampling The major findings of the study are that the most preferred brand is the TATA salt in case of both retailers and consumers with 32% in both the cases and Ankur salt is the third most preffered brand with 20% and 23% share . At the end of the study I concluded that company should work on the people who are not brand conscious as they are easy to convert into a loyal customer. I recommend that Company should concentrate on strengthening of its distribution channel so that more and more of product will reach to the customer and at the right time. The main objectives of the study are to find out the awareness level of Ankur salt in kutch district vis-à-vis other brands and the various grounds on a which consumer decided to purchase salt. Company should post more hoardings and wall posters as they are more likely to be noticed. The topic of the study´ CONSUMER BEHAVIOUR AND BRAND AWARENESS OF ANKUR SALT IN KUTCH DISTRICT is done on various grounds like declining sales of Ankur Salt from previous years and reducing demands from kutchh district which is the home of Ankur salt.11 EXECUTIVE SUMMARY Ankur chemfood ltd India¶s largest manufacturers of refined free flow edible & highly industrial salt based at gandhidham near kandla port with manufacturing capacity of 2100 MT per day (appx 7 lacks ton per annum. ..) an ISO 9001 : 2000 certified refined salt manufacturers. The research methodology used for the study is exploratory research.hoardings are the most preferred tool.quality and packaging are the two most important criteria on which a consumer purchase a salt. And as per promotion requirements .

12 Chapter-I Introduction. Importance and Significance .

. Since then. 1. The major importing countries are UK.220 950 580 550 2. are the major saltbased industries.080 1. which includes edible as well as industrial salt. The per-capita consumption of salt in the country is estimated at about 12 kg.365 -560 660 1. Caustic soda. The current annual requirement of salt in the country is estimated to be 60 lakhs tones for industrial use.6 million tonnes in the year 2001.01 . In a very short period of time sufficiency was achieved (in 1953) and made a dent the export market. India is the third largest salt producing country in the world (after the US and China) with an average annual production of about 148 lakh tones. chlorine etc.400 1. Background of the study About 75 years ago.13 1. Japan. the country has never resorted to imports. Mahatma Gandhi ignited India¶s fight for independence by telling people to produce their own salt. Salt exports from India (µ000 tonnes) Destination 2004 2005 2006 2007 2008(till june China Japan Others Total -210 1.000 1.210 350 460 2. Germany and South Korea.1 . Besides about 15 lakhs tones of salt is exported every year. His salt march proved successful and today. The major salt producing countries are US and China ± with around 45 million MT in the year 2004. with India being the third largest with a production of around 16 million MT.020 . soda ash.610 -365 1. Exports touched an all time high of 1.

600 km dominates salt production in India. There are about 11. Salt manufacturing activities are carried out in the coastal states of Gujarat. Private sector plays a dominant role contributing over 95% of the salt production.000 salt works. the salt industry in Gujarat is highly fragmented. These three states produce about 70%.7 million MT ±about 13 million MT was consumed within the country and about 2. engaged in the production of salt. West Bengal Goa and hinter land State of Rajasthan. while the public sector contributes about 2-3%. The co-operative sector contributes about 8% whereas the small-scale sector less than 10 acres) accounts for nearly 40% of the total salt production in the country. The salt manufacturing activities provide direct employment to about 1 lakh persons. highly labour intensive due to availability of comparatively cheap labour and continues to use old and obsolete technology.e. Andhra Pradesh .0 million MT were exported ± the total world salt trade in 2004 was around 40 million MT Gujarat with its coastline of more than 1.0 lakhs acres. Among these States only Gujarat. Karnataka. . mostly in small sector. Tamil Nadu and Rajasthan produces salt surplus to their requirement. Based on the quantity of surplus salt available and future scope of development of salt works.14 Sea salt constitutes about 70% of the total salt production in the country. Total area under salt production is about 5. half of this in the Kutch region alone. It produces over 10 million MT of salt per annum. Industries Commissioner of Gujarat identified the following four zones in Gujarat predominantly involved in salt exports. However. Maharashtra . The salt production in India in 2004 was around 15. Salt manufacturing season commences with the closure of monsoon i. Orissa. by 15th October and last up to June next year. Gujarat contributes around 70% of India¶s total salt production. and accounts for about 70 per cent of India¶s salt production. 15% and 12% respectively of the total salt produced in the country and cater to the requirement of all the salt deficit and non-salt producing states. Tamil Nadu.

Jamnagar zone using Sikka port / Bedi port. Maliya zone by developing a simple jetty in Surajbari Creek for barge / midstream loading into ship. 3.15 1. Mundra zone in Kutch district using Adani port and Kandla port Figure 1. and 4.01 Major Ports In Gujarat . 2.Amreli zone using Pipavav port. Bhavnagar .

04 <0.43-2.06-0. SWOT Analysis of Indian Salt Industry We now do a SWOT analysis of the Indian salt industry keeping in mind the global changes that have taken place in the post quota regime. Abundant raw material 2.03-0.30 0. Another major area of focus is the quality of salt for exports ± both in terms of absolute quality as well as consistency.5 1.02 Quality of Salt as per International Standard and Indian Standard Australian Solar Salt Standard Quality claimed to be Achieved By Indian Producers Ca (%) Mg (%) SO4 (%) < 0. low loading rates due to lack of modern handling equipment.15 Quality reported By Indian Chlor-alkali manufacturers 0.02 <0. Low cost skilled labour .2.03 0. STRENGTHS 1.12 0.16 The basic transportation infrastructure in Gujarat to move the salt from production centre to consuming centre within India and for exports is inadequate as compared to competing countries involved in salt exports ± road facilities are below standard and inadequate draft.15-0.05 0.20 0. the reasons for low capacity utilisation for the current washing capacity in the state have been explored and remedial measures for the same have been suggested 1.10-0. In this context.1.02-0.

Fragmented industry 2. Increasing presence across entire value chain 8. WEAKNESS: 1. Truly vertically integrated from raw material to finished products. 12. Cheap and skilled manpower 9. 6. largest Salt producer as well a the largest area under cultivation 7. Effect of historical govt policies 3. Recent government efforts to promote the industry. 11. Low level of training. Presence across the value chain 4. . Caters mainly to the low-end class. Sharp reduction in borrowing costs 10. Lower productivity and cost competitiveness 4. Quality is not consistent 5. Growing domestic market 5. Strong backward integration 6. Tech obsolescence.17 3. Flexible in terms of production quantity and lead time.

Huge demand for value added goods in all major countries. 5. The export-import policy of India changes too frequently due to which it becomes very difficult for importers to import goods. Rate of import duties is minimal. India is also an emerging market for used and refurbished machinery.18 7. 2. Extensive commercial interactions have greatly helped in laying the foundation for the development of a multi-dimensional relationship between India and the Other countries. India appears to be a competitive and sustainable hub of production globally. 8. Relocation from high cost economies. Delay in delivering the goods at the right time. and therefore manufacture-suppliers are investing in India as a growing market 7. Large and relatively untapped domestic market 4. OPPORTUNITIES: 1. Lack of economies of scale and advance processing capabilities. 6. 3. 9. .

. Not enough quotas to utilize its fullest potential. Regional awareness 4.19 THREATS: 1. Competition in domestic market 2. Economic and social awareness 3.

However. p. the communication strategy worked towards exposing the brand and creating brand image.2. A traditional definition of a brand was: ³the name. were subject to constant review and redefinition. Consumer Behaviour The standard discrete choice models prevalent in IO literature assume that consumers are aware of all the products. 396). the n. sign. Dada. logo.20 1. In Katz (2007). associated with one or more items in the product line that is used to identify the source of character of the item´ (Kotler 2000. as traditionally understood. As the brand was only part of the product. ³technically speaking. or a combination of them. it is an important source of identification in these models). as Keller (2003a) says. Background of the topic Branding The central concern of brand building literature experienced a dramatic shift in the last decade.Within this view. Before the shift in focus towards brand s and the brand building process. Branding and the role of brands. that brands today are much more than that. . 3). Anupindi. or symbol for a new product. whenever a marketer creates a new name. 404). brands were just another step in the whole process of marketing to sell products. 119). 404). however. according to these definitions brands had a simple and clear function as identifiers. symbol. intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors´ (p. He recognizes. he or she has created a brand´ (p. As can be seen. there is some recent research in IO that focuses on other sources of variation to estimate more realistic demand specifications. p. and Gupta (1998) and Conlon and Mortimer (2007) study variation in consumer choice sets generated by the presence of stock outs. and as a result those models only address variation in the choice sets across markets (in fact. The American Marketing Association (AMA) definition of a brand is ³a name. the brand has been treated in an off-hand fashion as a part of the product´ (Urde 1999. term. Kotler (2000) mentions branding as ³a major issue in product strategy´ (p. or design.³For a long time.

money and expertise. observation and thinking. businesses find it hard to respond to the customer¶s needs and wants. This requires time. Marketing theory traditionally splits analysis of buyer or customer behavior into two broad groups for analysis ± Consumer Buyers and Industrial Buyers Consumer buyers are those who purchase items for their personal consumption Industrial buyers are those who purchase items on behalf of their business or organization Businesses now spend considerable sums trying to learn about what makes ³customers tick´.21 the variation comes from the fact that consumers restrict their attention to a subset of products before making a choice. An important part of the marketing process is to understand why a customer or buyer makes a purchase. the marketing mix can be changed to suit the buyer's needs and wants. Yet understanding customers is at the heart of marketing. . Marketers cannot capture human nature in its entirety but we can learn a lot about customers through research. If management can understand these customer responses better than the competition. Without such an understanding. Why do customers buy? What goes on inside a customer's mind before. The questions they try to understand are: · Who buys? · How do they buy? · When do they buy? · Where do they buy? · Why do they buy? For a marketing manager. the challenge is to understand how customers might respond to the different elements of the marketing mix that are presented to them. Once the reasons why people buy or don't buy are discovered. Buyer behaviour involves both simple and complex mental processes. Surprisingly many other organizations don't really know exactly why their customers buy or don't buy from them. then it is a potentially significant source of competitive advantage. during and after a purchase? Research helps find the real reasons why we buy what we buy.

Tanzania. Madagascar . Saudi Arabia. Bangladesh .3. Monthly Production Capacity As per requirement Exporter . 1. Our products are also endorsed by bureau of Indian standard and international council for control of iodine deficiency disorder. Reunion Islands. Manufacturer . of Congo etc.) an ISO 9001 : 2000 certified refined salt manufacturers. Sri Lanka and many other countries across the globe. Nepal. Angola & rep.3. New Zealand. Supplier . Sierra Leone. Company Profile 1. Bangladesh. Kuwait.Malaysia .1 About Ankur Chemfood Ltd. Singapore . Singapore. Ethiopia.3. Philippines. Our premium quality products have market base in more than 30 countries worldwide including United Kingdom & Europe. Ethiopia . Sri Lanka . Malaysia. Djibouti . Nepal in Asia . Oman.22 1. Djibouti. Fiji.2 General Profile Business Type Year of Establishment Export Markets 1993 United Arab Emirates. Australia. Qatar in middle east . Mauritius. Vietnam in far east and African destinations like sierra Leone . Ankur chemfood ltd India¶s largest manufacturers of refined free flow edible & highly industrial salt based at gandhidham near kandla port with manufacturing capacity of 2100 MT per day (appx 7 lacks ton per annum. Tanzania . Papua New Guinea. solo men islands & Papua new guinea in Asia pacific .

etc. 2. Vision The vision statement of the company is ³Exploring the greatness of the smallest´.3. To strictly adhere to our values and ethics based system in order to maintain our integrity. To provide utmost work satisfaction to our employees. at best rates with attractive packaging. To perform constant research in order to improve the quality of products and innovate new value-added products. Standard Certification ISO 9001: 2000.3 Mission and Vision Mission 1. .Hardness below 120 ppm @ 80 gpl Course Salt / Crushed Sea Salt Refined Salt for Animal Feed. 5. 1. To maintain the trust of consumer by always providing them best quality.23 Product Range y y y y y y y y y y Triple Refined Free Flow Iodised Salt High Purity Industrial PVD Salt Low Sodium Iodised Salt Double Fortified Salt Iodised Salt with Iron Water Softener Table Salt Medium Grade Industrial Salt for Detergent and Dying Industries Low Hardness Salt. 3. To expand our network with significant global presence 4.

He had more than 40 years of experience in the field of Salt industries. Mr. Ashok C. Parakh is the Chairman and Managing Director. Hitesh Patel is the Marketing Manager of the ANKUR CHEMFOOD LTD Group. He has been the strength behind ANKUR CHEMFOOD LTD 'S vision & progress since inception.4 Key Personnel Mr. Champalal G.24 1. He had more than 20 years of experience in the field of Salt industries. Mr.Parakh is the founder of the ANKUR CHEMFOOD LTD Group. .3.

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Mr. Rajendra B. Agarwal, is the Joint Managing Director of ANKUR CHEMFOOD LTD Group. He had more than 15 years of experience in the field of Salt industries.

1.3.5. Achievements  Shree Ashok C. Parakh Managing Director of the Company Receiving the

most prestigious "Bhartiya Udyog Ratan" Award by Indian Economic Development and Research Association 

The company has recently launched DOUBLE FORTFIED SALT which is enriched with Iodine as well as Iron and conforms to the IS 12981 Standards and hold ISI mark. This is first o its kind product introduced in Indian Market. 

Ankur Chemfood Products (Guj.) Ltd. Is the First ISO 9001:2000 Company certified Refined Salt Manufacturer of India with largest manufacturing capacity of 4 lacks metric tones per annum. 

The products of company are approved by Bureau of Indian Standards & conformed to IS: 7224 & IS: 12981 Standards and PFA Act 

The International Council for Control of lodine Deficiency Disorders (ICCIDD) has also endorsed the products of Company for Maintaining appropriate level of lodine. The company is proud of being First Salt Manufacturer whose products are marked with ICCIDD. 

The company was also awarded with the National Level Prestigious ³Bhartiya Udyog Ratan Award´ by The Indian Economic Development & Research Association, New Delhi as prominent Achievers of the Millennium for the excellent quality of its

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products.  Besides its own brand ANKUR, many leading and prestigious brands of Indian salt market are EXCLUSIVELY manufactured by the company. Some of leading brands are saffola , star , RCM , Shaktibhog , Sampoorna , Tulsi , Gagan , sarvapriya , Annapurti , Amrut etc.  Besides domestic market , company is also producing many brands like Ezy Cook , Master Cook , Honest , Football , Quickserv etc . for its overseas customers.  The company product are widely accepted in International markets. Prestigious International Institute like World Food Programme (WFP) who never compromises for quality , has also recognized the quality products of company by repeated orders. The company had been conferred with prestigious Export orders for supply of Refined free flow Iodised salt to drought affected SUDAN , DJIBOUTI and CONAKRY under the scheme of Gift from GERMANY FINALAND, NORWAY and THE UNITED KINGDOM through world Food Programme- ROME for three consecutive years.  Company¶s Iodised Salt is used by various prestigious FMCG companies like Parle Biscuits Ltd. , Britannia Industries Ltd., Nestle India Ltd, General Mills (India) Pvt. Ltd. In their premium quality products.

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1.3.6 Products

Ankur Chemfood Ltd. is a manufacturer, supplier and exporter of the following products:
y y y y y y y y

Triple Refined Free Flow Iodised Salt High Purity Industrial PVD Salt Low Sodium Iodised Salt Double Fortified Salt Iodised Salt with Iron Water Softener Table Salt Medium Grade Industrial Salt for Detergent and Dying Industries Low Hardness Salt- Hardness below 120 ppm @ 80 gpl

28

29 .

30 .

31 .

32 .

33 Low Sodium Salt Ankur Iodised Salt Double Fortified Salt .

34 Lokpriya & Low Sodium Salt Purak Gold & Low Sodium Salt Ganga Salt & Reliance Salt Tata Salt & Ruchi Gold Salt .

35 Ezy-cook & Crown Salt Saffola Salt & RCM Salt .

86 120 100 93.86 125.65 Figure 1.3 Sales of Ankur Chemfood Ltd Year 2006-07 2007-08 2008-09 2009-10 Sales(in Rs.30 130. Table 1.3 80 60 40 20 0 2006-07 2007-08 2008-09 2009-10 80.02 140 130.41 93. It can be more clear from the below given table and figure.Crores) 80. I found a sharp decline in the sales of the Ankur Chemfood Ltd in 2010 from the previous years which was quite a cause of disturbance.36 1.4 Need of the Study When I was going through the records of the Ankur Chemfood Ltd.65 .41 Sales(in Rs Crores) 125.

However the company is not in loss but as sales is declining so company decided to give a thought for this. So me and My project guide Mr. Hitesh Patel together reach to conclusion that we should do a survey on Consumer Behavior during purchase of salt and Brand awareness for Ankur Salt in the region. Table 1. and sales is declining in this region. Another reason for the study is the continuous declining demand from the Kutch district.demand from Kutch district is declining continuously from the last three quarters whereas other district are showing positive increase in demand .37 From the above chart we can see that from 2006 onwards company is showing positive growth in sales and we can see that in 2010 there is a sharp decline in sales of around 5 crores. .The reason for worry is there because Ankur Chemfood Ltd is a company whose headquarter is located in Gandhidham. Kutch.4 Sales in Different Districts in Gujarat (in tonnes) District Surat Rajkot Kutch Sep¶09 465 351 318 Dec¶09 507 385 280 525 220 Mar¶10 515 409 254 547 238 Ahmadabad 495 Jamnagar 215 As we can see from the above table that in comparison to other districts . so that company can make its strategy for the Kutch region . This was the first reason for the study.

38 Chapter-ii Hypothesis .

Hypothesis should be capable of being objectively verified and tested. . The hypotheses which I have set up for my research were: 1. Thus we may conclude that a hypothesis states what we are looking for and it is a preposition which can be put to a test to determine its validity. Ankur Salt is the highest preferred brand in Kutch district 2. Hoardings are more useful Advertising tool than T.V ads in Kutch district. Quality is the most important criteria in the purchase of salt 3.39 Hypothesis may be defined as a proposition or a set of proposition set forth as an explanation for the occurrence of some specified group of phenomena either asserted merely as a provisional conjecture to guide some investigation or accepted as highly probable in the light of established facts.

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41 Chapter-iii Research Methodology .

 To know the consumer psyche and their behavior towards Ankur Salt 3.  To know which advertisement tool is mostly preferred by people.1 Research Design 3. .42 3.1.  To know the preference of Ankur Salt with comparison to Other competitive brands.  To know the factors which affects consumer¶s buying behavior to purchase Salt.2 Research Objectives & related sub objectives  To know awareness of people towards Ankur Salt.1.1 Research Problem  Seek the general perception of consumer towards Ankur Salt  To find the performance of Ankur Salt vis-à-vis other Brands.

it is helpful to classify marketing research on the basis of the fundamental objectives of the research. their applicability.43 3.3 . The two general types of research are: EXPLORATORY RESEARCH Exploratory research seeks to discover new relationship. CONCLUSIVE RESEARCH Conclusive studies attempts to determine the frequency with which something occurs or the relationship between two phenomenon. their strengths. Types of Research design Despite the difficulty of establishing an entirely satisfactory classification system. emphasis on discovery of ideas. .1. Consideration of the different types. Marketing researches devote a significant portion of their work on exploratory studies when very little is known about the problem being examined. and their weakness will help the student to select the type best suited to a specific problem. Usually conclusive studies assume certain under underlying characteristics of the market or have some precise statement of research questions/hypothesis.

government publication. buyers.44 3.g. SAP Database Information gathered from record Sample Design Sample design is a definite plan of obtaining some items from the whole population. which have been collected originally for some other purpose.2 Secondary data These are generally published sources.2 Primary data Primary data are those which are gathered specially for the project at hand. through questionnaires & interviews. The secondary sources used to collect the data for the project were : Website of ANKUR CHEMFOOD LTD. directly ± e. which are as follows: On the job experience Interviews using questionnaires 3. Source are internal company records. trade association¶s executives & other businessman & even competitors. In the probability sampling methods. reports & journals. trade. consumers. middleman.e. each items in the sample is chosen one at a time from a complete list of . The sample design used in this project is two state sampling i. professional and business associations publications & reports. Cluster and convenience. reports & publication. Primary data sources include company salesman. For collection of primary data two main sources have been selected.

Sampling methods in which universe elements are chosen in groups ---. Adipur.e. Structured techniques can provide a more objective measurement system. They are widely used in the sampling of human populations. . The term scaling has been applied to the efforts to measure attitudes objectively. cluster sampling and convenience sampling. it will sometimes be more expedient to select clusters or groups of universe elements. Bhuj. where the researcher is looking for the salient attributes of given products and the important factors surrounding purchase decisions as seen by the consumer.are called cluster-sampling methods. Anjar and Mundra . Cluster Sampling Here the whole area is divided into some geographical area and a definite number of consumers were to be surveyed. Structured techniques The non structured techniques for attitude measurement are primarily of value in exploratory studies. rather than to choose sample items individually. one which is more comparable to a scale or a yardstick.rather than individually .45 universe elements. In marketing research practice.The total sample size was 150 consumers and 100 retailers. 3. a type of sampling is called area sampling may be the only practically feasible form of probability sampling. Nondisguised .1 Sampling Method The sample design used in this project is two state sampling i. The whole Kutch district was divided into some geographical areas and I have chosen Gandhidham . When no complete universe listing exists. and a number of useful scales have been developed.3.

30 pm and 5.30 am to 12.00 pm . 7. Sample Unit : People who buy Salt available in retail outlets.3.46 Convenience Sampling This type of sampling is chosen purely on the basis of convenience and according to convenience. etc 3.00 pm to 8. 3. Sampling Technique : Non probability sampling (A non probability sampling technique is that in which each element in the population does not have an equal chance of getting selected) 2. Data analysis method : Graphical method.General stores . Area of survey : Kutchh District. Sample size : 150 consumers (mainly housewife) And 100 retailers 4.2 Sampling 1. superstores. 6. 5. I visited Superstores . Method : Direct interview through questionnaire. Timing of survey : 10.Wholesale market.

4. Questionnaire can be used for the personal interviews. 3. The questionnaire method in general. Many consumers are now familiar with the telephone caller who greets them with ³We are making a survey´. and others by mail. In this method. either through personal interviews. the questionnaire method has come to be the more widely used of the two data collection method. however. The choice among these alternatives is largely determined by the type of information to be obtained and by the type of respondents from whom it is to be obtained. written or oral.2 Instrument for data collection If one wants to know what type of dentifrice people use. mails and telephonic interviews. Each of these has its special advantages and disadvantages and limitations. what they think of.4. Questionnaire in the project consists of:  Multiple choice question  Open Ended Questions .1 Method of Data collection The method used for the collection of primary data is Survey method. and then proceeds to ask a series of questions. focus groups. A questionnaire consists of list of questions to be asked from the respondents and the space provided to record the answer / responses. or why they buy particular brands of cars. has a number of pervasive advantages and disadvantages. Discussion of particular variations will be more meaningful if these characteristics of the general methods are brought out first. The common factor in all varieties of the questionnaire method is this reliance on verbal responses to question. others by telephone. information gathered directly from individual respondents. television commercials. Some interviews are conducted in person.47 3. the natural procedure is to ask them. Thus.

It also simplifies the tabulating process. Open Ended Questions In this type respondents are free to answer in their own words and express the ideas they think are relevant. It is faster. . time saving and less biased. They introduce the subject and obtain general reaction. such questions are good as first questions or opening questions.48 Multiple Choice Questions Questions of this type offer the respondents an alternative to choose the right answer among others.

their calorific value and various other facts.4.49 3. the main information needed is the various types of Salt available in the market. y As Salt is different product. y Before going for the survey I had to know the comparative packs and prices of all the competitors existing in the market.3 Pilot Survey y First. is . I had to know about all the competitors present in the salt segment (Reputed and well established brands as well as Local brands). y As Ankur Salt advertisements are mainly done through hoardings but I also needed the information about the other sources of advertisement through which Ankur Salt advertised. y Since Salt is a product that attracts housewives hence I had to trace the market and segment it.

each and every question was filled personally by the respondents and checked properly. using and disposing goods and services´. y I visited as many respondents as I can and asked them their real preferences about any salt and also got an idea. acquiring. ³Consumer behavior is a physical activity as well as decision process individual engaged in when evaluating. .5 Field work y Questionnaire was prepared keeping the objective of research in mind. direct interviews conducted with the help of questionnaires. y In order to get accurate information. y Questions were asked to respondents as regards to there willingness to purchase Salt . How a Salt should be? y It is really a Herculean task to understand Consumer Behavior.50 3. supermarkets and wholesale market. y In order to collect accurate information I visited to general stores. as the definition suggest.

.51 3.  Sometimes the problem which I face is language problem for which I have to make them understand. As a result of this it was not possible to gather full information about the respondents.  Non-cooperative approach and rude behavior of the respondents.  As summer training is going under summer season so sometimes people are less interested in filling up questionnaire.  If the respondents answer does not falls between amongst the options given then it will turn up to be a biased answer.6 Limitations  Limited time available for interviewing the respondents.

52 Chapter.iv Data Processing and Analysis .

100 retailers are surveyed from the five regions.1 Retail Penetration Survey The entire project was carried out in two phases. 1) Retailers Survey 2) Consumer Behavior and Brand Awareness Survey Retailsers Survey was done in order to get the correct information about the reach of Ankur salt in the market or how well the Ankur salt is distributed in the market. retail penetration survey is the first step . Therefore in order to know the consumer behavior and brand awareness. Bhuj. Mundra.53 4. Retailers are surveyed because they are the one who finally sold the product to the consumers.It gives you the information about your position in the market with respect to other brands. In the survey . And the retailers are selected in random to avoid biasness in research. Adipur and Anjar. . They are Gandhidham .

26% of the whole region comprises of huge market. .Do you Store Ankur Salt a) Yes b) No Chart 4.1. they should be point of concentration of Ankur Salt.54 1. No 26% yes 74% Interpretation: By the above chart we can interpret that out of 100 retailers 74 retailers stores Ankur Salt.01 No of retailers who Store Ankur Salt. But still there are 26% of retailers who don¶t store Ankur Salt .

20 retailers say that the Ankur Salt is the highest preferred salt from their shop.55 2. but 54 retailers i.1. . is it the highest preferred brand a) Yes b) No Chart 4.02 Brand Preference yes 28% no 72% Interpretation: From the above chart we can say that out of 74 % retailers who store Ankur salt only 28% i.e 72% doesn¶t agree on this point. According to them there are other brands which are more prefer by the people.e . If yes.

Hindustan Unilever¶s Annapurna Salt and others with 6%. which is the highest preferred brand? a) Tata Salt b) Nirma Shudh c) Saffola Salt d) Annapurna Salt e) Any other (please specify) Chart 4.Others include local brands like Prime Salt etc. The other brands include Nirma Shudh (28%). these retailers include those who doesn¶t store Ankur Salt and those who store Ankur Salt but it is not the highest preferred brand.56 3.1. . Tata Salt is highly preferred by the people according to the retailers.03 Brand Preference Others Saffola Annapurna Nirma Shudh TATA 6% 4% 22% 28% 40% Interpretation: From the above chart we can find that. Marico¶s Saffola Salt (4%). Tata Salt leads the Market with 40%. If no.

04 35 30 25 20 15 10 5 0 Tata Salt Nirma Shudh Ankur Salt Annapurna Others Saffola Sales % .57 4. Please rate the following salts on the range of 1-5.1.according to their sales: a) Ankur Salt b) Tata Salt c) Annapurna d) Nirma Shudh e) Saffola Salt f) Others (please specify) Chart 4.

The main objectives of this survey are: 1) To know the consumer behavior towards purchase of salt 2) To know the Awareness level in consumers towards Ankur Salt. consumption pattern towards Salt and the awareness level of people towards Ankur Salt in the Kutch district .2 Consumer Behavior and Brand Awareness Survey Consumer behavior and brand awareness survey is the second and last phase of the survey. Ankur Salt and HUL¶s Annapurna.58 Interpretation: From the above graph we can conclude that out of 100 retailers surveyed 32% says that the Tata salt has largest sales among all the competitors in the market. As the sales % share by three brands are 22%. Ankur Salt grabs the third slot with 20%. Saffola salt and others together comprise only 8% of the market which can easily be snatched by any of the big brands. . The questions were asked to know the purchase pattern. 20% and 18%. 4. This survey is done by conducting direct interviews with the consumers with the help of questionnaire. The fact which is surprising is that there is very close competition for the second place among three brands which are Nirma Shudh. Questions were asked to about 150 respondents which were women aged between 18 to 55.

What kind of salt do you prefer? Branded ______ Non-branded ______ Chart 4.59 1. . These 15% collectively makes a huge population of people who still uses non-branded salt. which shows the huge opportunity for the players.2. whereas still there are 15% people who use non-branded salt.01 Brand Consciousness 15% Branded Non-Branded 85% Interpretation: From the above data we can say that 85% of the people buying salt are brand conscious.

if they purchase monthly. whereas 38% of the consumers prefer buying weekly and a very low percentage of people found buying salt monthly. . usually they purchase salt in bulk.e.60 2. Interestingly . it has been found during project that people who live in joint families or have large number of members prefers purchasing salt weekly or monthly.2. What is the frequency of purchasing salt? a) Weekly ______ b) Fortnightly _______ c) Monthly ______ Chart 4..54%.02 70 60 50 40 30 20 10 0 Weekly Fortnightly Monthly Consumption in% Interpretation: By analyzing the above figure we can very easily make that majority of people purchases the salt fortnightly i.

e.2. Interestingly the population which is not aware of Ankur Salt also resembles to the population which prefers non-branded salt. whereas 18% doesn¶t know about Ankur Salt. Out of 150 respondents. 82% says that they are aware of Ankur Salt i.61 3. Do you Aware about Ankur salt? a) Yes b) No Chart 4. . 123 consumers are aware of Ankur salt.03 Ankur Salt Awareness No 18% Yes 82% Interpretation: The above figure helps us in finding about the number of people who are aware of the Ankur Salt.

04 Column1 No 33% Yes 67% Interpretation: The chart shows that 67% respondents have tried Ankur Salt. These respondents include those who are aware of Ankur salt because it helped to know the correct relation between brand awareness and brand adaptation. Ankur Chemfood ltd. . while still 33% have not tried Ankur Salt. must use proper techniques in order to cater the needs of every common man.62 4.2. Have you ever tried Ankur salt ? Yes _____ No ______ Chart 4.

05 Brand Loyalty For Ankur NO 56% Yes 44% Interpretation: The above chart helps us to conclude that there are only 44% consumers who are Brand loyal for Ankur salt . . Do you always purchase Ankur Salt? Yes _____ No ______ Chart 4. It means that out of 80 only 35 shows loyalty for Ankur Brand.63 5.e. only 23.Rest 56% shows their brand loyalty for other brands.33%.2. These respondents include only those respondents who have tried Ankur Salt and there are 80 such respondents. In other words we can say that out of 150 respondents only 35 consumers uses Ankur Salt regularly i.

and Ankur low sodium Salt are respectively 20% and 35%. These respondents are those consumers who have tried Ankur Salt . If ³YES´ then which brand of Ankur Salt you prefer the most? a) Ankur low Sodium Salt b) Ankur free flow iodized Salt c) Ankur Double fortified Salt (DFS) Chart 4. 45% customers are prefer to purchasing Ankur Free Flow iodized salt . Ankur Double fortified Salt .05 reveals that the most preferable brand in Ankur salt is Ankur Free Flow iodized salt. and other customers are prefers to purchase.64 6.2.2.06 45 40 35 30 25 20 15 10 5 0 Ankur Low Sodium Ankur Free Flow iodised Ankur Double Fortified Salt Interpretation: Table -3.

65 7 .07 Brand Loyality for other Brands 42% 32% 18% 6% 2% Others Saffola Salt Nirma shudh Annapurna Tata .If ³NO´ then which salt are you purchasing? a) Tata Salt b) Saffola Salt c) Nirma Shudh d) Annapurna e) Others Chart 4.2.

2. 8. and the other brands which are preferred by the people are Nirma Shudh and HUL¶s Annapurna which is preferred by 32% and 18% people respectively whereas the lowest preference is showed for saffola Salt.42% people prefers Tata Salt which is highest in the category. From the rest 115 .? a) Quality b) Quantity c) Price d) Packing Chart 4.08 Criteria For Buying Salt Packing 32% Quality 42% Price 20% Quantity 6% . Which criteria do you prefer the most while purchasing Salt.66 Interpretation: The above chart tells us about the brand loyalty of consumers for brands other than Ankur Salt. The respondents included 115 consumers as out of 150 there were 35 consumers who prefer Ankur Salt..

9. Price and Packaging. Out of these four 42% people prefers quality while purchasing salt whereas 32% go with the packaging of the salt. Only 20% goes with price and very few takes quantity into account. Through which sources of advertisement you came to know about the Ankur Salt.? a) Door to Door ad b) Friends & Family c) Dealer d) TV advertisement e) Hoarding ad . The four criteria which are usually looked up by consumers during purchase of salt are Quality..67 Interpretation: The above chart tells us about the various criteria on which consumers are likely to judge a salt. Quantity.

From all the sources 40% says that they get to know about the Ankur Salt through Hoardings.68 Chart 4. whereas 2nd most preferable source is door to door advertisement and promotions through pamphlets and Demo pouches. Whereas 12% goes with TV ads . .09 Advertising Effectiveness 40% 21% 20% 12% 7% Door to Door Friends & Family Dealer TV adv Hoardings The above chart explains about the various sources of advertisement used by the Ankur Chemfood Ltd to promote their product and their effectiveness and reach to the consumers. 20% says Ankur Salt is suggested by their dealers and 7% through friends & family.2.

10 Promtional Schemes price discount 60% offers 30% volume 10% Interpretation: Above table reveals that the most preferable promotional schemes by customers is price discount . Which promotional scheme do you prefer the most? a) Volume b) Offers c) Price discount Chart 4. and volume related promotional schemes which are respectively 30% and 10%. . and other customers are prefers offers.69 10. 60% customers are prefers price discount promotional schemes.2.

70 Chapter-v Findings .

we can find that there are 74% retailers who store Ankur Salt whereas still there are 26% retailers who don¶t store Ankur Salt. y Through Brand Awareness and consumer behavior survey. . which is around 15% which is due to lack of awareness and lack of education. so Ankur Chemfood Ltd should concentrate on their Distribution network. Among the local population. so the stock should be rotated in the market in every 15 days to meet the demands of the consumer.e. y According to retailers. y There are 123 people out of 150 consumers. y Most of the people prefer buying salt weekly and fortnightly. y According to consumers.71 y By retail penetration Survey. we can find that there is a huge population which is not brand conscious during purchase of salt. Tata salt is the highest preferred brand with 32% sales in the region. the highest preferred brand is Tata Salt with 32% consumers. 23% people who shows brand loyalty for Ankur salt which means that Ankur Chemfood has done enough promotions to get the people aware about there product but is not successful in changing their preference. next is Nirma Shudh with 22% and then comes the Ankur Salt with 20% but it is above the brands like HUL¶s Annapurna and Marico¶s Saffola salt. second is Nirma shudh with 25% consumers. here also Ankur salt grabs the third slot with 23% consumers which is almost equal to the data which we got through Retail Penetration Survey which proves the validity of the data. who are aware of the Ankur Salt but there are only 35 people i.

. Ankur Salt is good at quality but according to some retailers. Quality and Packaging are two main parameters on which a consumer is likely to select a salt.72 y For purchase of Salt. whereas Door to Door advertisement through pamphlets is second most preferred way for advertising. y Of all the different variations of Ankur Salt. Ankur Free Flow Iodized is highly preferred but Ankur¶s Low Sodium and Double Fortified Salt are two products which are introduced only by the Ankur Salt and Ankur Chemfood Ltd should take the advantage of that. in many cases they found packaging is very loose. y Hoardings are the main source of advertisement for Ankur Salt which is mostly preferred by the people in Kutch region as in interior villages there is very less presence of electronic media.

73 Chapter-vi Conclusion & Recommendation .

other than that advertisements should be published in local newspapers to increase brand awareness among the local population. Some of the conclusions which are derived from the findings are: y Ankur Salt is the third most preferred brand in the region with 20% of the total sales and 23% consumers in the Kutch district. y Company should post more hoardings and wall posters as they are more likely to be noticed.74 As we know that salt is a product which is very necessary for every human being and as the population is rising the demand for salt is also increasing and it will never going to decrease and as the consumer is more educated today and they are getting more brand conscious it is an opportunity for the Ankur Chemfood ltd to educate the consumer more about their products which are new and innovative. Ankur Salt has to improve on its packaging. Nirma. Hypothesis is accepted y Company should work on the people who are not brand conscious as they are easy to convert into a loyal customer. and Annapurna provide a better availability and give competition to the hilt. but for the existence in the local market Ankur Chemfood ltd. y In comparison to Ankur salt. With a little more effort it can surpass the Nirma Shudh and reach to second position. y As quality and packaging are the two most important factors on which a consumer purchase a salt. Hypothesis is rejected. . the other players such as Tata. must use aggressive selling techniques. y People are mostly satisfied with the overall quality of Ankur Salt.

75 Recommendations: y Company should concentrate on strengthening of its distribution channel so that more and more of product will reach to the customer and at the right time. . y Ankur Chemfood must come up with new promotional activities such that people become aware about low sodium salt and double fortified salt.

76 Bibliography .

2nd revised edition 2004. business and economy. New Age international publishers. Gujarat: Study on Export Potential of Salt from Gujarat Final Report. C.13th edition 2009. June 2006. Indian salt industry .economywatch.Keller. 2007 Online published material on World Wide Web www.77 Books y Kothari. Pearson Koshy and Jha Magazines and journals Petro. New Delhi y Kotler.R.: Research Methodology. Sedivy : ³Indian Salt on the move´ . pp 50-51 Industries Commissioner.Continental Drift-Asia Pacific.com.: Marketing Management.

78 Annexure .

79 Buyer¶s behavior during purchasing salt & Their awareness towards Ankur Salt QUESTIONNAIRE 1. Gender of Buyers: a) Male b)Female . Buyer¶s personal information 1) Name of Buyers: 2) Contact no: 3) Address: 4) Occupation: 5) Age: 2.

Do you Aware about ankur salt? a) yes b)no 6. Have you ever tried Ankur salt ? Yes _____ No ______ 7. What kind of salt do you prefer? Branded ______ Non-branded ______ 4. If ³YES´ then which brand of Ankur Salt you prefer the most? .Do you always purchase Ankur Salt ? Yes _____ No ______ 8.What is the frequency of purchasing salt? a) Weekly ______ b) Fortnightly _______ c) Monthly ______ 5.80 3.

Which criteria do you prefer the most while purchasing Salt.? a) Quality b) Quantity c) Price d) Packing ..81 a) Ankur low Sodium Salt b) Ankur free flow iodized Salt c) Ankur Double fortified Salt(DFS) 9 .If ³NO´ then which salt are you purchasing? a) Tata Salt b) Saffola Salt c) Nirma Shudh d) Annapurna e) Others 10.

Which promotional scheme do you prefer the most? a) Volume b) Offers c) Price discount .. Through which sources of advertisement you came to know about the Ankur Salt.? a) Door to Door ad b) Web site ad c) Friends d) Dealer e) TV advertisement f) Hording ad 12.82 11.

83 13.How do you scale your Salt? ATTRIBUTE POOR AVERAGE GOOD EXCELLENT PRICE UTILITY (SALTYNESS) PACKAGING QUALITY SCHEMES AVAILABILITY 14..? ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- . Do you have any suggestion for Ankur Salt.

If yes. Shop Type: a) Super Market b) General Store 3.84 RETAILERS QUESTIONNAIRE 1. Do you Store Ankur Salt a) Yes b) No 4. Details of buyer: Name of Store: Address Contact No : : 2. is it the highest preferred brand .

85 a) Yes b) No 5. If no. Please rate the following salts on the range of 1-5. you would like to give to Ankur Salt: ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- .according to their sales: a) Ankur Salt b) Tata Salt c) Annapurna d) Nirma Shudh e) Others (please specify) 7. which is the highest preferred brand? a) Tata Salt b) Nirma Shudh c) Saffola Salt d) Annapurna Salt e) Any other(please specify) 6. Any suggestions.

86 .

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