A PROJECT REPORT

ON

““BRAND AWARENESS OF AVEES FOOD PRODUCTS”

ALAPPUZHA”

SUBMITTED TO

MAHATMA GANDHI UNIVERSITY, KOTTAYAM

In partial fulfillment of the VIthsemester requirements for the award of the

Degree of Bachelor of Business Administration

Mahatma Gandhi University, Kottayam

SUBMITTED BY

Mr RONEY LAL

Reg. No 130021064759

Under the guidance of

Mr. DILEEP VISWAN

FACULTY

DEPARTMENT OF MANAGEMENT STUDIES

KRISTU JYOTI COLLEGE OF MANAGEMENT AND TECHNOLOGY

CHETIPUZHA
CHANGANACHERRY
KERALA
2013 - 2016
 CERTIFICATE

This is to certify that this project report entitled, “BRAND AWARENESS OF AVEES FOOD’S
,PULINCUNNOO, ALAPPUZHA ”, is an authentic record of the work done by Mr RONEY LAL, BBA

6th semester student of this institution under the guidance of Mr. DILEEP VISWAN and
submitted in partial fulfillment of the requirements for the award of the DEGREE OF
BACHELOR OF BUSINESS ADMINISTRATION (BBA), Mahatma Gandhi University, Kottayam.

Fr. Joshy Cheeramkuzhy CMI Prof. Thomas Mathew

(Principal) (Head of the Department)

Place: - Changanacherry

Date: -
 DECLARATION

I, RONEY LAL, BBA student of Kristu Jyoti College of Management and Technology,
Changanacherry do here by declare that this project entitled “BRAND AWARENESS OF
AVEES FOOD’S ,PULINCUNNOO, ALAPPUZHA” is a record of project work carried out by me

under the guidance and supervision of Mr. DILEEP VISWAN, Faculty of Kristu Jyoti
College of Management and Technology. It is my original work and all the information,
facts and figures in this report are based on my own experience and study. No part of
this report was submitted for the award of any degree, diploma or title earlier.

Place :- Changanacherry RONEY LAL

Date:-

Internal Examiner:

External Examiner:
 ACKNOWLEDGEMENT

I extend my heartfelt thanks to Rev. Fr. Joshy Cheeramkuzhy CMI, principal, Kristu
Jyoti College of Management & Technology, Changanacherry for providing me the
facilities to carry out the study successfully.

I extend my heartiest gratitude to Prof. Thomas Mathew, Head of the Department

of Management Studies, for his great support in the completion of the project.

With great pleasure, I express my sincere gratitude to Mr. Dileep Viswan, faculty
of the Department of Management Studies, for the valuable guidance and
suggestions that enabled me to complete this study successfully.

I express my sincere and hearty thanks to Mr Rajesh N.A, Avees Foods

for his guidance for the completion of this internship.

Finally, I record my sincere thanks to my parents and all my friends for their co-
operation and inspiration throughout the study.

Above all I thank God Almighty for giving me the courage and wisdom to
complete the project report.

RONEY LAL
 LIST OF CONTENTS

Serial No. TITLE Page No.

CHAPTER -1 : INTRODUCTION
1.1 Executive summary
1 1.2 Objectives of the study
1.3 Significance of the study
1.4 Scope of the study
1.5 Limitations of the study
1.6 Period of the study
1.7 Research methodology

2
CHAPTER–2
THEORETICAL FRAMEWORK
CHAPTER–3 : PROFILES
3 3. 1 Industry Profile
3.2Company Profile
3.3 Product Profile

CHAPTER– 4 :
4 DATA ANALYSIS, INTERPRETATIONS
AND STATISTICAL INFERENCE
CHAPTER– 5 : FINDINGS, SUGGESTIONS AND
5
CONCLUSION

BIBLIOGRAPHY
6

APPENDIX

7
 CHAPTER – 1
INTRODUCTION
1.1 EXECUTIVE SUMMARY
Brand awareness is the consumer’s ability to recognize or recall (identify) the
brand within a given product category in sufficient detail to make a purchase decision.
Brand Awareness is the extent to which a brand is recognized by potential customers and
is correctly associated with a particular product. Expressed usually as a percentage of the
target market, brand awareness is the primary goal of advertising in the early months or
years of a product’s introduction.

The word “Brand”, when used as a noun, can refer to a company name,
product name, or a unique identifier such as logo or trademark. A brand name that is well
known to the great majority of households is also called a ‘household name’

The concept of branding also developed through the practices of craftsman

who wanted to place a mark or identifier on their work without detracting from the beauty
of the piece. These craftsmen used their initials, a symbol or another unique mark to
identify their work and they usually put these marks in a low visibility place on the
product. Today’s modern concept of branding grew out of a consumer packaged goods
industry and the process of branding has come to include much more than just creating a
way to identify a product or company.

In this study we measure the brand awareness of “Avees foods”, pulicunno,

Alappuzha” in rural market focusing around Kottayam and Alappuzha. Primary data were
collected using a scheduled questionnaire. A total of 100 customers were interviewed.
The project mainly focuses on the major variables that measure brand awareness.
Measuring brand awareness helps to know how well AVEES has been able to sell their
products and increase their profits while satisfying their customers on the power of their
brand management and marketing.

1.2 OBJECTIVES OF THE STUDY

 To ascertain the satisfaction level of customers.

 To find which tool is effective to increase the awareness level among the people.
 To find the relationship between the quality of the product and its brand name.
 To find how far people are aware and attracted towards the brand name of Avees
foods.
 To see what factors and variables influence the customers to purchase the product.
 To see whether brand awareness influence buying behaviour.

1.3 SIGNIFICANCE OF THE STUDY

The study mainly focuses to analyze the brand awareness of AVEES foods
Pulicunno, Alappuzha and their brand recognition among customers. As it is growing
industry, there are large number of manufactures and hence involves competition. This
study helps to know the attributes of brand awareness of customers toward AVEES. The
companies name is its brand name itself.

1.4 SCOPE OF THE STUDY

The scope of the study was to find out the present specific position of Avees
Food products in the mind of its consumers and the methods to be adopted in the years to
come to make it most leading products in the segment of rice powder industries.
 1.5 LIMITATIONS OF THE STUDY

 The study was conducted under of the assumption that the information given by
the respondent is authentic.
 Some of the respondents were less co-operative.
 The analysis cannot be straight away used in decision making, as sample is very
small when compared to the total retailers and consumers.
 The analysis cannot be straight away used in decision making, as sample is very
small when compared to the total retailers and consumers.

1.6 PERIOD OF STUDY

The study was conducted for a period of one month

1.7 RESEARCH METHODOLOGY

Research as "the manipulation of things, concepts of symbols for the

purpose of generalizing to extend, correct or verify knowledge, whether that knowledge
aids in construction of theory or in the practice of an art."

Methodology is the systematic theoretical analysis of the methods applied to a

field of study, or the theoretical analysis of the body of methods and principles associated
with a branch of knowledge. It typically encompasses concepts such as paradigm,
theoretical model, phases and quantitative or qualitative techniques.

Research methodology refers to the systematic method consisting of

enunciating the problem, formulating hypothesis, collecting data or facts, analyzing the
facts and reaching certain conclusion either in the form of solution towards the
concerned problem or in certain generalizations for some theoretical formulation. It
is the process used to collect information and data for the purpose of making
business decisions. The methodology may include publication research, interviews,
surveys and other research techniques and it may include both past and present
information.

Research is a process of steps used to collect and analyze information to

increase our understanding of a topic or issue. It consists of three steps: Pose a question,
collect data to answer the question, and present an answer to the question. Research
comprises "creative work undertaken on a systematic basis in order to increase the stock of
knowledge, including knowledge of man, culture and society, and the use of this stock
of knowledge to devise new applications. "It is used to establish or confirm facts,
reaffirm the results of previous work, solve new or existing problems, support theorems, or
develop new theories.

1.7.1 DATA COLLECTION

Data collection is one of the most important stages in conducting a research.

You can have the best research design in the world but if you cannot collect the required
data you will not be able to complete your project. Data collection is a very demanding
job which needs thorough planning, hard work, patience, perseverance and more to be
able to complete the task successfully. Data collection starts with determining what kind
of data is required, followed by the selection of a sample from a certain
population. After that, you need to use a certain instrument to collect the data from the
selected sample. There are two types of sources of data for data collection:

 PRIMARY DATA

The primary data are those collected by the investigator himself for the first time.
Such data are original in character and are generated in large number of surveys
conducted mostly by government and also by some individuals, institutions and
research bodies.
METHODS/SOURCES FOR COLLECTION OF PRIMARY DATA

• Direct personal investigation

• Indirect oral investigation
• By schedules and questionnaires
• Local correspondents
• Questionnaire

 SECONDARY DATA

Secondary data is the data which are not originally collected but rather obtained
from published or unpublished sources. Collection of secondary data has the
advantage of being less expensive and less time consuming. Careful scrutiny must
be made before using secondary data. The secondary data collected should be
suitable, adequate and reliable.

METHODS/SOURCES FOR COLLECTION OF SECONDARY DATA

 Company records
 Annual reports
 Books
 Journals
 Magazines
 Website

1.7.2 SAMPLING

Sampling may be defined as the process of obtaining information about an

entire population by examining only a part of it. In any investigation of data of the
universe we say that the data are collected by sampling. The representative part is called
sample.
SAMPLING DESIGN

A sample design is a definite plan determined before any data are actually
collected for obtaining a sample from a given population. It refers to the procedure
adopted by a researcher for selecting items for a sample. Sample design suggests how
many items are to be included in the sample, that it gives the size of the sample.

1.7.3 SAMPLING UNIT

The elementary units or the group of elementary units which form the basis of
a sampling process are called sampling units. A sampling unit can be an individual or a
family or a school or a city. Sampling units are the items of the population which are
considered for the selection of a sample.

1.7.4 SAMPLE SIZE

The number of sampling units selected from the universe to form a sample is
called the size of the sample. The sample size selected for the study is 50 employees. The
sampling method used for the research is random sampling method.

1.7.5 RESEARCH DESIGN

A research design is the specification of methods and procedures for acquiring

the information needed. The research design is a comprehensive master plan of the
research to be undertaken.

 Exploratory Research Design

The main purpose of such studies is that of formulating a problem for more
precise investigation or of developing the working hypothesis from an operational point of
view. It helps in producing a sharper design of the studies and clear designation of the
problem at the research. It involves in getting a face of the situation and emphasizes
discovering of ideas and possible insights that may help in relative areas of further rigorous
studies.

 Descriptive & Diagnostic Research Design

These are intended to produce accurate description of variables relevant to

the decision being faced without demonstrating .that some relations exist between
variables. Descriptive studies are those studies which are concerned with describing the
characteristics of a particular individual or a group whereas diagnostic research studies
determine the frequency with which something occurs or its association with something
else. Regarding this project, descriptive research design concerned with describing the
perception of each individuals and narrating facts on welfare measures.

 Experimental, Research Studies

The are those where the researcher tests the hypothesis of causal
relationships between variables. Such studies require procedures that will not only reduce
bias and increase reliability, but will permit drawing inferences about causality. They are
also known as hypothesis-testing research studies. In this research it deals with descriptive
research type. It includes surveys and fact finding enquiries of different kinds. The major
purpose of descriptive research is the description of the state of affairs as it exists at
present.

1.7.6 TECHNIQUES OR METHODS OF SAMPLING

Various methods available for selecting samples can be grouped under two
major heads

 PROBABILITY (RANDOM/CHANCE) SAMPLING

Probability sampling design is based on probability for the selection of each
item has its own chance of being selected probability. Sampling is considered as the best
techniques of selecting representative sample it type are;
 a) Simple Random Sampling: A simple random sample is a sample selected from
a population in such a way that every member of the population has an equal
chance of being selected and the selection of individual does not influence
the selection of any other. It consists of two methods: lottery method and table of
random numbers.
b) Stratified Sampling: In this method, population is divided into different sub
populations known as strata such that the items in each strata are homogeneous.
c) Systematic Sampling: This method is popularly used where complete list of the
population from which sample is to be drawn is available. Under this method the
items in the population are included in intervals of magnitude K. From each
interval select an item by Simple Random Sampling method.
d) Cluster Sampling: In this, sample is chosen from the population in groups or
clusters rather than singly.
e) Area Sampling: Under this, total geographical area (when it is large) is
divided into a number of smaller non-overlapping areas and then some of the
smaller areas are selected and all units of the selected areas constitute the
sample.
f) Quota Sampling: In this method, the investigator engaged III the primary
collection of data is assigned a quota for investigation.
g) Multistage Sampling: Sampling procedure is conducted in several stages.
h) Sequential Sampling: This method is adopted in acceptance with the sampling
plans in Statistical Quality Control.

 NON-PROBABILITY SAMPLING

Non-probability sampling is that sampling procedure which does not afford

any basis or estimating the probability that each item in the population has of being
included in the sample.
 a) Purposive (Judgement / Deliberate) Sampling: Under this method, the investigator
exercises his discretion in the matter of selecting the items that are to be included in
the sample.
b) Convenience (Accidental) Sampling: It is based on the convenience of the
researcher who is to select a sample. This type of sampling is also called accidental
sampling, as the respondents in the sample are included in it, merely on account
of their being available on the spot, where the survey is in progress.
c) Stratified Sampling: A sampling technique where a group of subjects (a sample)
for study is selected from a larger group (a population). Each individual is
chosen entirely by chance and each member of the population has an equal chance of
being included in the sample.
d) Haphazard Sampling: In this method, the investigator selects the sample without
following a structured technique.

In this research, convenience sampling is used to form the sample for

conducting the study.

1.7.7 TOOLS FOR DATA COLLECTION

The tools/methods/sources used for data collection are:

PRIMARY DATA

 Questionnaires: A questionnaire is a schedule consisting of a number of coherent and

formulate desires of questions related to the various aspects of the under study. In this
method a printed list of questions arranged in a sequence and is used to elicit
response from the respondents. The following are the types of questions, which are
used in research.

• Open ended question: An open-ended question is designed to encourage a full,

meaningful answer using the subject's own knowledge and/or feelings.
 • Close ended question: A closed-ended question is a question format that limits
respondents with a list of answer choices from which they must choose to answer
the question. Commonly these type of questions are in the form of multiple
choices, either with one answer or with check-all-that-apply, but also can be in
scale format, where respondent should decide to rate the situation in along the scale
continuous.

 Dichotomous question: This type has only two answers in the form of
YES' or NO', TRUE' or FALSE'
 Multiple choice questions: In this case, the respondents are offered two or
more choices and the respondent have to indicate which is applicable in the
following cases.

• Interviews: Interview is probably the most used selection tool. Interview is a face-
to-face interaction between two persons for a particular purpose. It is a method by
which an idea about an applicant's personality (including his intelligence, interests
and general attitudes towards life) can be obtained by a face-to-face contact.
• Observation: The observation is the most commonly used method, especially in
studies relating to behavioural sciences. Observation becomes scientific tool and the
method of data collection for the researcher, when it serves a formulated research
purpose, is systematically planned and recorded and is subjected to checks and
controls on validity and reliability.

SECONDARY DATA

• Company records
• Annual reports
• Books
 • Journals
• Magazines
• Website
•

1.7.8 TOOLS FOR DATA ANALYSIS

Tools or methods used for analyzing collected data and for interpretations are:

1. Percentage Analysis: Percentage analysis is used to find out the percentage of

respondents from the total number of respondents, responded to each question.

𝑁𝑜.𝑜𝑓 𝑟𝑒𝑠𝑝𝑜𝑛𝑑𝑒𝑛𝑡𝑠
Percentage= × 100
𝑇𝑜𝑡𝑎𝑙 𝑛𝑜.𝑜𝑓 𝑟𝑒𝑠𝑝𝑜𝑛𝑑𝑒𝑛𝑡𝑠

2. Pie Charts: A pie chart (or a circle graph) is a circular chart divided into sectors,
illustrating numerical proportion

3. Bar Chart: A bar chart is a way of summarizing a set of categorical data. It

displays the data using a number of bars of the same width, each of which
representing a particular category.
4. Chi-square Test: It is a non-parametric test and is used by the researcher who aims
to find the significant variance between observed value and expected value.

2
(O−E)2
𝑥 =∑
E

𝑥 2 = Value of chi-square

O = observed frequency

E = expected frequency
 CHAPTER – 2
THEORETICAL FRAMEWORK
2.1 MARKETING

Marketing is wide and comprehensive term. It is treated as philosophy,

knowledge, or guideline to achieve business goals. It is also assumed as specific skill and
ability to satisfy customers at profits. It is teaches the practicing managers what they need
to do in pursuit of business goals. Marketing doesn’t mean only buying and selling but it
consists of a large number of activities necessarily performed for maximum consumer’s
satisfaction.

Advanced information technology, rapid mean of transportation and

communication intense competition across the world, customers- orientated business
strategies, spread of consumerism, business ethics, ecological issues, functioning of
MNCs and so forth have transformed nature and scope of modern marketing.

 According to Philip Kotler, “Marketing is social and managerial proven by which

individuals and groups obtain what they need and want through creating, and
exchanging product and value with others.”
 According to American Marketing Association, “Marketing is performance of
business activities that directs the flow of goods and services from producers to
consumers.”

Customer satisfaction is a key and valued outcome of good marketing practice.

According to Drucker (19540), the principle purpose of a business is to create satisfied
customers. Increasing customer satisfaction has been found to lead to higher future
profitability, lower costs related to defective goods and services, increased buyer
willingness to pay premiums and loyalty. A social and managerial process whereby
individuals and groups obtain what they need and want through creating and exchanging
products and value with others. Marketing is more than any other business function which
deals with customers marketing. Marketing is totally a customer-oriented approach and
may be defined as a process
2.2 BRAND AWARENESS
Brand awareness is related to the functions of brand identities
in consumers’ memory and can be reflected by how well the consumers can identify the
brand under various conditions. Brand awareness includes brand recognition and brand
recall performance. Brand recognition refers to the ability of the consumers to correctly
differentiate the brand they previously have been exposed to. This does not necessarily
require that the consumers identify the brand name. Instead, it often means that consumers
can respond to a certain brand after viewing its visual packaging images. Brand recall
refers to the ability of the consumers to correctly generate and retrieve the brand in their
memory

2.2.1 IMPORTANCE

"Awareness, attitudes, and usage (AAU) metrics relate closely to

what has been called the Hierarchy of Effects, an assumption that customers progress
through sequential stages from lack of awareness, through initial purchase of a product, to
brand loyalty." In total, these AAU metrics allow companies to track trends in Customer
knowledge and attitudes.

Although the hierarchy of effects is considered as a one-way linear

relationship, these three stages are not “clear-cut”. The causal link might be reversed. The
usage could cause the awareness while the attitudes can also influence the awareness. For
example, one owned a Dell wireless mouse and had excellent using experience. Such
experience might determine the one’s favorite brand attitude toward Dell.

Brand awareness plays a major role in a consumer’s buying

decision-making process. During this process, the category need is stimulated first. For
example, you need to do food shopping. You will only write down the food categories, like
chocolate, instead of brand names on your list. You will scan the packages of chocolate on
the shelf and recognize different brands. Such recognition might be based on the
knowledge of an acquaintance or friend having used the product in the past or constant
advertisement. In this situation, brand awareness does not require brand recall because
brand awareness may occur along with brand recognition. However, in other situations,
brand recall is required. For instance, you are in a hurry and want to grab a bite at a fast-
food restaurant. It is not possible for you to drive around and make a decision. You need to
retrieve different fast-food brands in your memory, choose one and go there directly. In
this situation, constant advertisement is important in consumers’ memory retrieval because
the consumers are willing to go to the first brand that can be recalled.

The eventual goal of most businesses is to make profits and increase

sales. Businesses intend to increase their consumer pool and encourage repeat purchases.
Apple is a brilliant example of how there is a very high recognition of the brand logo and
high anticipation of a new product being released by the company. An iPod is the first
thing that pops into our minds when we think of purchasing an mp3 player. iPod is used as
a replaceable noun to describe an mp3 player. Finally, high brand awareness about a
product suggests that the brand is easily recognizable and accepted by the market in a way
that the brand is differentiated from similar products and other competitors. Brand building
also helps in improving brand loyalty.

2.2.2 MEASURES OF BRAND AWARENESS

Aided Awareness- This type of awareness is generated in a

consumer. When asked about a product category, if the consumer is aided with a list of
company names and he recognizes the company from the given set it is categorized as
aided awareness. Spontaneous awareness --- When asked about a product category, the
consumers are asked to list brands they know without any cues.

Top of the mind Awareness- When the name of the company is

automatically recollected because the consumer very promptly associates the brand with
the product category, it is called a top of the mind awareness of the product. It’s the first
brand name listed by the consumers when asked to name brands they know without any
cues.

2.2.3 METHODOLOGIES

Mokhira discussion in industry and practice is about the meaning

and value of various brand awareness metrics. Recently, an empirical study appeared to put
this debate to rest by suggesting that all awareness metrics were systematically related,
simply reflecting their difficulty, in the same way that certain questions are more difficult
in academic exams.

2.2.4 CHANNELS OF BRAND AWARENESS

There are many ways to generate brand awareness in the consumers.

Listed below are four such channels. Advertising is the activity or profession of producing
information for promoting the sale of commercial products or services. Advertising is used
through various media to generate brand awareness within consumers. They can be aired as
radio ads, television commercials, internet etc.

Guerrilla Marketing creative campaigns allow every small firm to

compete with bigger firms by carving out narrow but profitable niches. Nowadays, big
firms also use guerrilla marketing to catch consumers’ attention at low cost. These tactics
include

1. Extreme specialization
2. Aiming every effort at favourably impressing the customers
3. Providing service that goes beyond the customers' expectation
4. Fast response time
5. Quick turnaround of jobs, and
 6. Working hours that match the customer's requirements.

The term 'Guerrilla Marketing' is a registered trademark of author

Jay Levinson who popularized it through his several 'Guerrilla' books. It is an out of the
ordinary way of marketing a product. Low-cost channels can be utilised to generate a high
level of interest in the product and create brand awareness. Utilisation of personal contacts
is the most popular way of guerrilla marketing. Product Placement is an advertising
technique used by companies to subtly promote their products through a non-traditional
advertising technique, usually through appearances in film, television, or other media.

A formal agreement between the product manufacturer and a media

company can be generated through which the media company also receives an economic
benefit, usually in the form of a fee. The media company in return will showcase the
product through any of the various means they have available to make the brand stand out.
Some people, however, consider product placement to be deceptive and unethical.

For example, Coca-Cola could pay a given fee to have the title
character drinking a Coke, instead of a Pepsi beverage, or Toyota might pay to have one of
the characters drive their newest automobile. Through product placement, companies hope
that moviegoers will take note of the products used by the characters, and therefore think
more strongly about using the products themselves. Social Media is the most contemporary
and cost-effective way of creating a brand awareness with an online audience. Many
companies use social media like Facebook, YouTube, blogs etc.

2.2.5 CHALLENGES

Maintaining Brand Awareness is a very important aspect in

marketing a company. It is imperative and very helpful to analyze the response your
audience has towards the change in packaging, advertising, products and messages sent
across through various means. Working towards creating an image in the minds of the
 consumers is not the last thing a company should aim to do. Inviting consumer feedback
and maintaining a constant presence in the market is equally essential. Availability of the
product to the consumer is one such way of doing this. The consumer should not have to
come looking for you when he is in need of making a second purchase of the product,
dealerships and outlets at convenient places should make the consumer think of the brand
as the most convenient and best solution to their needs of fulfillments.

While brand awareness scores tend to be quite stable at aggregate

level, individual consumers show considerable propensity to change their responses to
aided recall based brand awareness measures. For unaided recall based brand awareness
measures, consumers’ brand awareness remains relatively stable. For top of mind recall
measures, consumers give the same answer in two interviews typically only 50% the time.
Similar low levels of consistency in response have been recorded for other cues to elicit
brand name responses.
CHAPTER – 3
PROFILES
 3.1 INDUSTRY PROFILE
Food industry is usually defined by its output of products, to satisfy
the various demands of food of people. The food industry companies involved in processing
raw food material, packaging and distributing them. This includes fresh, prepared foods as
well as packaged foods. Any Product meant for human consumption, aside from
pharmaceuticals pass through this Industry. But it does not include the manufacturing of
food and drink and its retailing. Food and beverage executives believe that modest
improvement in industry conditions will continue, and an overwhelming majority predicts
the industry will experience growth over the coming year.

In today’s world, the food service industry has expanded a lot and
now-a-days, as per calculation it is serving more than 100 million meals per day. It has
spread across all walks of life. Hotels, restaurants, industrial canteens, hospitals all are now
part of food and beverage service industry. The basic function of this industry is to serve
food to people and satisfy their various types of needs. The aim is to achieve customer
satisfaction. The needs that customers might be seeking to satisfy are:

 Physiological: the needs of special food items

 Economic: the need for food value for the price paid
 Social: a friendly atmosphere to speak frankly
 Psychological: the need for enhancement of self esteem
 Convenience: the for someone else to do the work

These various needs play’s a major role to decide the factors, responsible for defining
different type of service method in food service industry.

The service of food may be carried out in many ways depending on a number of factors:

 The type of establishment

 The type customer to be served
  The time available for the meal
 The turnover customer expected
 The type of menu presented
 The site of establishment of food and beverage service can be looked at from the
customer’s point of view.

3.1.1 BACKGROUND

In addition to covering a wide variety of products, the food beverage industry

also encompass a long supply chain. As well, since food and beverage products are intended
for human consumption. They are subject to perhaps the most stringent standards and
regulations of any manufacturing industry.

The food industry can be divided into three categories:

 Agriculture/Farming: Despite the general public’s preferences moving from fresh

foods towards processed foods, the origin of most food products is still the farm.
Whether the end product is whole food (e.g. fruit, Vegetables, meat or grain) or
processed (e.g. packaged snacks foods, prepared dinners), the majority of raw
materials directly or indirectly originated as a product of the agriculture industry.
 Processing/Packaging: Raw materials from farms are combined and processed to
certain degrees to produce the food that goes on your table. The food processing
industry has grown to an enormous size worldwide due to the general movements
towards mass production. While mass production is certainly more profitable, it is
usually more prone to contaminations. For this reason, the addition of preservatives is
an important aspect of food processing to prevent premature spoilage.
 Distribution: Once food products have left the processing facility, they processed to
market via distributors or wholesalers. These products can be exposed to several
other sources of contamination after entering the distribution chain. This is especially
 true when they are carried across borders or vast distances, which is often the case
with produce. Also, the effectiveness of preservatives (if applicable) is truly tested at
this point.

Agriculture

Agriculture is the process of producing food, feeding products, fibre and other
desired products by the cultivation of certain plants and the raising of domestic animals
(livestock). The practice of agriculture is also known as “farming”. Scientists, inventors and
other devoted to improving farming methods and implements are also said to be engaged in
agriculture. More people in the world are involved in agriculture as their primary economic
activity than in any other, yet it only accounts for 20 percent of the world’s Gross Domestic
Product (GDP).

Food processing

Food processing includes the methods and techniques used to perform raw
ingredients into food for human consumption. Food processing takes clean, harvested or
slaughtered and butchered components and use them to produce marketable products. These
are several different ways in which food can be produced.

One-Off Production

This method is used when customers make an order for something to be made to
their own specifications, for example a wedding cake. The making of One-Off Products
could take days depending on how intricate the design is and also the ability of chef
involved.

Batch Production

This method is used when the size of the market for a product is not clear, and
where is a range with the product line. A certain number of the same goods will be produced
to make up a batch or run. The method involves estimating the number of customers that
want to buy that product.

Mass production

This method is used when there is a mass market for a large number of
identical products, for example chocolate bars, ready meals, canned food. The product
passes from one stage of production to another along a product line.

Just In Time

This method of production is mainly used in sandwich bars such as subway. All
the components of the product are available in house and the customer’s chooses what they
want in their product. It is then prepared with fresh ingredients in front of the buyer.

Wholesale Distribution

A vast global distribution network is required by the food industry in order to

connect its numerous parts. These include suppliers, manufactures, warehousing, retailers
and the end consumers. There are also companies that add vitamins, minerals and other
required necessities during processing to make up for those lost during preparation.
Wholesale markets for fresh food products have tended to decline in importance in OECD
countries. This is also occurred in Latin America and some Asian countries as a result of the
growth of supermarkets, which procure directly from farmers or through preferred suppliers,
rather than going through market.

The constant and uninterrupted flow of production from distribution centres to

store locations is a critical link in food industry operations. Distribution centres run more
efficiently, output can be increased, cost can be lowered, manpower better utilized steps are
taken when setting up a material handling system in a warehouse.
Retail

With the population around the world concentrating in urban areas, Food buying is
increasingly removed from all aspects of food production. This is a relatively recent
development, having taken place mainly over the last 50years. The super market is the
defining retail element of the food industry. Food preparation is another area where the
change in recent decades has been dramatic. Today, two food industry sectors are in
apparent competition for the retail food dollar. The grocery industry sells fresh and largely
raw products for consumers to use as ingredients in home cooking. The food service
industry by contrast offers prepared food, either as finished products, or as partially prepared
components for final assembly.

Food industry technologies

Modern food production is defined by sophisticated technologies. These

include many areas. Agricultural machinery, originally lead by the tractor, has practically
eliminated human labour in many years of production. Biotechnology is driving much
change, in areas as diverse as agrochemicals, plant-breeding and food processing. Many
other types of technology are also involved, to the point where it is hard to find an area that
does not have direct impact on the food industry. Computer technology is also a central
force, with computer networks and specialized software providing the support infrastructure
to allow global movement of the myriad components involved.

Marketing

As consumers grow increasingly removed from food production, the role of production
creation, advertising and publicity became the primary vehicles for information about food.
With processed food as the dominant category, marketers have almost infinite possibilities
in product creation.

Media and Marketing

 A key tool for FMCG marketing managers targeting the supermarket industry
like the Grocer in the U.K., Checkout in Ireland, Progressive Grocer in the U.S., and Private
Label Europe for the entire European Union.

Labour and Education

Until the last 100 years, agriculture was labour intensive. Farming was a
common occupation and millions of people were involved in the food production. Farmers,
largely trained from generation to generation, carried on the family business. That situation
has changed dramatically today. In North-America, only a few decades ago over 50% were
farm families. Now that figure is around 1-2% and about 80% of the population lives. The
food industry as a complex whole requires an incredibly wide range skills. Several hundred
occupation types exist the food industry.

3.1.2 INDUSTRY EVOLUTION AND TRENDS

 Until the early 90’s, the Indian food industry consisted largely of small scale units
working with low-end technology and involved in low volume production, largely for
the domestic market. The packaged food industry , which included a few organized
players and made products like ketchup, jams, biscuits and instant noodles, had a few
brands and a low level competition. With the liberalization and the rise in urban
middle class incomes, there was an explosion of brands, as existing players extended
and new players entered the market.
 Staple food such as wheat, rice, pulse and cooking oil, which had till now, largely
been sold on the loose, started being packaged for the first time, with some of them
also getting branded. This was also with the case of fish, meat and poultry products
where consumers now ready to pay for the convenience of produce that has been
cleaned and ready to use.
 While branded products have made an entry into almost all the categories, the Indian
food industry is yet to undergo many changes. The food procurement chain from
farm to factory is still inefficient, due to poor transportation facilities and lack of cold
storage. Some companies have tried to address this issues by putting in place systems
for contract and procurement from farmers in specific geographical areas so that
investment in cold storage, warehousing and transportation facilities can be made.
They also provide technical know-how to farmers for improving yields and produce
quality. Unlike developed countries, highly processed ready-to-eat/ready-to-cook
foods still from a market in India. With the rise of women in the workforce, this
market is expected to grow.
 India is a large exporter of food products such as grains, tea, fresh and dried
vegetables; it is not yet how a major exporter of value added products in the packaged
food sector, although manufactures have a beginning by targeting large expatriate
Indian communities in areas such as Middle East and South East Asia. With more
stringent safety norms and a greater share of organized sector, this is expected to
change. The Agricultural and Processed Food Export Development Authority
(APEIDA) has estimated products and processed food exports from India to this
region accounts for about $3 billion, a figure that is exported to grow.
 Currently, some of the major players in the Indian food industry are Hindustan
Unilever Limited (beverages, staples, snack foods, condiments ), ITC Limited (
staples, confectionery, snack foods ) Parle-Products Limited (snack foods ), Britannia
India Limited ( snack foods ), Nestle India Private Limited ( dairy ,snack foods,
chocolates ), Haldiram’s (snack foods ), GCMMF-Amul (diary, beverages ).While
the domestic market currently focuses for most manufactures, this may change in the
future. Haldiram’s for instance have begun an ambitious expansion plan including a
manufacturing plant in the U.K.
3.1.3 CAREER OPTION IN THE FOOD INDUSTRY

Since the food includes both basic and value-added processing, there are a
wide range of jobs. In the primary food processing industry, the roles may involve close
interactions with the farm end of food chain. At the value-added food processing industry,
whereas, the focus would be greater on production and process technology as well as
research and development (R&D). Broadly, the key roles in this industry could be classified
as agriculture related, production and process related, testing, safety and quality control,
health and nutrition related R and D and sales and marketing. These are besides the general
functions such as Finance, Administration and Supply Chain.

For those working at the farm end of the spectrum, graduate or post-
graduate degrees in agriculture would be a requirement, although depending on the nature of
the role, those from related such as botany or chemistry would also be considered. Post
graduates in food technology would be considered for roles in testing, safety quality control
areas, as also for R&D. Graduates in chemistry may also be considered for lab related
positions, if they have a keen interest in working in the food industry. Senior level positions
in R&D would normally call for a doctorate in areas relevant to the industry. Industries such
as Diary may also look for degrees in dairy technology. Manufactures in the food industry,
increasingly, have teams that focus on the health and nutrition aspect of their products,
which calls for candidates with a post graduate degree in nutrition, dietetics or even a degree
in medicine.

For roles in the production or process R&D engineers, usually with a

mechanical engineering degree would be considered. Beside these, there are also short-term
courses in areas such as food packaging, quality and safety issues, IPR issues,
microbiological analysis etc. which may help those with a graduate degree to upgrade their
skills and enter the food industry.
 Background

Many companies in the domestic food and beverage industry were

established during the post 1970’s, as part of the Government’s import substitution regime.
The ISI or Import Substitution Industry model as it came to be known, focused on
substituting foreign products with locally manufactured items.

The food and beverage sector today boasts of global players with
internationally recognized brands, e.g. Angostura Limited, Kiss Baking Industries, KC
Confectionery, SM Jaleel, Chief Brand Products and a large cadre of smaller companies
specializing in Caribbean niche products. With approximately 420 registered firms, the
industry is firmly established in the CARICOM and regional markets.

Apart from its dependence on primary agriculture, the food and beverage
industry is part of an established value chain maintaining linkages with such areas as
pointing and packaging, research and development and training which all together support
growth of the industry.

The food and beverage sector continues to experience relatively high

levels of expansion, with real GDP growth averaging 9 percent between 2003 and 2007
alone, exports of over TT$900 million and employing approximately 9000 persons. In terms
of the future outlook for the industry, with the continued expansion of the local economy,
the domestic food and beverage sector is expected to continue along its progressive track.

In addition, expansion of the regional economy, renewed efforts for

research and further product development and strategic niche marketing will also support
sustained growth over the longer term. The food and beverage development committee
(FBIDC) comprising mandated to drive the development of the industry.
 Overcoming obstacles

Improving but still relatively weak, consumer confidence and prolonged

unemployment continue to plague in the industry. These remains as the top factors hindering
the industry growth. However, concern over government regulation rose significantly.

Apprehension increased over the impact. The Food Safety Modernization

Act will have on the industry. Healthcare reform, product recalls and evolving tax
regulations also garnered attention. Yet despite increasing concern, almost two-third of the
food and beverage executives believed that their company is only somewhat prepared to
manage the impact of public policy and regulatory reform. When asked to identify the issues
preventing the adoption of a formal risk policy, indicated that culture and behavior and lack
of clearly defined roles and responsibilities, posed significant obstacles.

At the company level, pricing pressures not only continue to be identified

as the highest barrier to growth; the percentage of respondents citing this concern increased
from 42 percent in 2012 to 51 percent in 2013. Volatile commodity and input prices, along
with rising labour costs, are also seen as major obstacles. The greatest threats to margin of
profit are cost of inputs, and discounting. They cite losing share to lower cost producers are
the biggest threat to their company’s business model. To protect their bottom line, food and
beverage companies plan to optimize their supply chains and reduces sales, general and
administrative cost.
 3.2 COMPANY PROFILE

AVEES is a well-known producer of heritage rice powder from the

Kuttanad region of Kerala in southern India. We produce some unique products of the
region pack them in elegantly designed covers while adhering to our uncompromisingly
high standards of hygiene and palette. We cater to small and large retail chains worldwide.
Our products do make a world of difference to the taste buds and food habits of people in
many countries.

AVEES specializes in high quality production, aesthetic packaging and

fast transportation of the finest varieties of rice powder required for preparing some of the
most traditional and coveted culinary delicacies of Kerala. They are Puncha Puttu , Puncha-
Idiyappam, White Puttu, White idiyappam and Instant Palappam. These products epitomize
an ancient culinary culture, rice tradition and a colorful life style of people in the Kuttanad
region. We are fully equipped to extend this heritage to your dining tables in any part of the
world.

The legacy of the region comes alive in our hands as our artist produce
the delicacies with extreme care, strictly observing the canons of taste and the rules of
hygiene as prescribed by the most tradition-minded connoisseurs of the region. They are
prepared out of products and ingredients found in the region. The AVEES food manufactory
is situated in Pulincunnoo on the banks of the sacred river Pampa that flows right through
the heartland of Kuttanad.

Our ascent as the leading producer of Powdered Rice Delicacies in

Kerala is entirely due to our passion for the highest standards of quality and hygiene. Our
production facilities harbor the most modern technology in the field and we care a lot for
preserving the natural ingredients and healthy nutrients, abundant in rice. As a result
AVEES has arrived as a total supplier of the finest quality rice powders worldwide. Our
products are clothed in pleasingly elegant jackets giving due attention to the preferences and
logos of the retail chains. We ship our products in large as well as in small quantities to suit
the requirements of all customers. As we let the delicacies made out of AVEES Powdered
Rice Products speak for themselves, we will only be happy respond to your queries on our
products range and distribution arrangements. Our coordinates are given below.

3.2.1 QUALITY POLICY

AVEES foods are commuted to produce enhanced customer satisfaction through

the supply of hygienic cereal powder products with a focus on continuous improvement and
systematic process approach.

3.2.2 QUALITY OBJECTIVES

 Increase yield up to 94%

 Reduce reprocessing
 Reduce internal damages
 Low down time equipments
 Reduce customer complaints up to nil
 Increased finished products quality.

3.2.3 PLANT & MACHINERY

AVEES plant located in the heart of lower Kuttanad region has commissioned
the most advanced machinery to-date available for processing rice. The entire plant,
conceptualized by Mr. A.V George, Managing Director of AVEES has been developed and
developing elegant food processing machines in Kerala. The entire plant is automated and
the much of it made of stainless steel. The rice is cleaned, washed, dried, grinded and fried
using only fire woods, cooled in a special chamber and then packaged in elegantly designed
covers. All these operations are performed using fully automated machines, with our artisans
and technicians giving maximum care to ensure the quality and finish of the unique brand of
AVEES food products. The motors used in the plant are imported from Italy. AVEES plant
is the first of its kind in Kerala to use air-cooling and cyclone systems for ensuring 100
percent hygiene and not a totally pollution free environment both inside outside the plant.
We filter pure water from river Pamba through a pain-taking process and turn it into purified
soft water, used washing the rice grains. The plant has been built strictly in conformity with
the safety and environmental standards set by the HASAP

AVEES is a well-known producer of heritage rice powder from the Kuttanad

region of Kerala in Southern India. We produce some unique products of the region and
pack them in elegantly designed covers while adhering to our uncompromisingly high
standards of hygiene and palette. We cater to small and large retail chains worldwide. Our
products do make a world of difference to the taste buds and food habits of people in many
countries.

3.2.4 PRODUCTS

AVEES specializes in high quality production, aesthetic packaging and fast

transportation of the finest varieties of rice powder required for preparing some of the most
traditional and coveted culinary delicacies of Kerala. They are

 Instant Palappam
 White Puttu
 Puncha Puttu
 Puncha Idiyappam
 Uppumavu Rava
 White Idiyappam
 Avalose Podi
 Instant Dosa Podi
 Instant Idli Podi
3.2.5 MARKET

AVEES has acquired a commanding position as dependable suppliers of high

quality rice products in the traditionally impenetrable niche markets of the Central
Travancore Region. The products are distributed through more than 600 wholesale and retail
outlets belonging to the districts of Alappuzha, Kottayam and Pathanamthitta. These favorite
rice products of Central Travancore are now available through retail chains in the Gulf
countries and also in the United States of America.

With a new modern plant in operation, AVEES is now in a position to supply to

a larger market in the Northern and Southern districts of Kerala and also to our discerning
customers outside Kerala. We offer attractive terms to our dealers and welcome enquiries
from interested parties.

AVEES is a well-known producer of heritage rice powder from the Kuttanad

region of Kerala in Southern India. We produce some unique products of the region and
pack them in elegantly designed covers while adhering to our uncompromisingly high
standards of hygiene and palette. We cater to small and large retail chains worldwide. Our
products do make a world of difference to the taste buds and food habits of people in many
countries.
3.3 PRODUCT PROFILE

AVEES specializes in high quality production; aesthetic packaging and fast

transportation of the finest varieties of rice powder required for preparing some of the most
traditional and coveted culinary delicacies of Kerala. They are:

1. Instant Palappam
2. White Puttu
3. Puncha Puttu
4. Puncha Idiyappam
5. Uppumavu Rava
6. White Idiyappam
7. Avalose Podi
8. Instant Dosa Podi
9. Instant Idli Podi.

MARKET
Avees has acquired a commanding position as dependable suppliers of high quality
rice products in the traditionally impenetrable niche markets of the Central
Travancore Region. The products are distributed through more than 600 wholesale
and retail outlets belonging to the districts of Alappuzha, Kottayam and
Pathanamthitta. These favorite rice products of Central Travancore are now
available through retail chains in the Gulf countries and also in the United States of
America.

With a new modern plant in operation, Avees is now in a position to supply to a

larger market in the Northern and Southern districts of Kerala and also to our
discerning customers outside Kerala. We offer attractive terms to our dealers and
welcome enquiries from interested parties.
 CHAPTER IV
DATA ANALYSIS,
INTERPRETATIONS AND
STATISTICAL INFERENCE
1. Age wise classification

Table 4.1

Age Group No. of respondents Percentage

Below 30 10 10
30 – 40 60 60
40 – 50 20 20
Above 50 10 10
Total 100 100

Figure no.. 4.1

70
60%
60

50
Below 30
40
30 - 40
30 40 - 50
20%
20 Above 50
10% 10%
10

0
Below 30 30 - 40 40 - 50 Above 50

Interpretation: This figure shows the agewise classification of the customers.The first category
represents the respondents who are below the age group of 30 and constitute 10% of the sample
space.the second category represents the age group ranging from 30-40 and they constitute 60% of
the sample space.The third category consist of 20 respondents who comes between the age ranging
from 40-50and constitute 20% of the sample space and the last category consits of the respondents
that comes under the age groups above 50 years and they constitute the remaining last 10% of the
sample.Hence,we can conclude that majority of the respondents(60%)taken for the study comes
under the age group between 30-40.
2. Gender wise classification of the respondent

Table no 4.2

Gender No. of respondents Percentage

Male 66 66

Female 34 34

Total 100 100

Figure4.2

34%

Male
Female

66%

Interpretation:The figure shows the gender wise classification of the customers.out of 100
respondents the first category represents male who are 66 in number and constitutes 66% of the
sample space,where the second category represents female who are 34 in number and constitutes
34% of the sample space.hence,we can conclude that majority of responents are male(66%).
3. Marital status of the respondents

Table No 4.3

Particulars No. of Percentage

respondents
Unmarried 10 10
Married 90 90

Total 100 100

Figure 4.3

10%

UNMARRIED
MARRIED

90%

Interpretation: The figure shows the marital status of the respondants. Out of 100
respondents, the first category states that 90 respondents are married and they constitute
90% of the total sample space, while the second category represents the respondants those
who are not married yet and they represent 10% of the rest sample space. Hence, it is clear
that the company is having married respondents more than that of unmarried respondents.
4. Educational Qualification of the respondents

Table 4.4

Particulars No. of respondents Percentage

SSLC 24 24
Graduate 30 30
Post graduate 25 25
Diploma 21 21
Total 100 100

Figure 4.4
35
30
30
24 25
25
21
20

15

10

0
SSLC Graduate Post graduate Diploma

Interpretation:The figure shows the educational qualification of the employees of the

company. Here out of 100 respondents, 24% of the respondent’s lies in the category
SSLC, 30% of the respondents are of graduates, 25% of respondents are post graduates,
21% of the respondents are diploma. Hence, we can conclude that majority of the
respondents(30%) are graduates.
5. Occupation of the respondents

Table 4.5

Particulars No. of Percentage

respondents
Business 10 10
Employment 10 10
Agriculturalist 20 20
House wife 60 60
Total 100 100

Figure 4.5
70
60%
60

50

40

30
20%
20
10% 10%
10

0
Business Employment Agriculturalist House wife

Interpretation: The figure shows that the occupational level of respondents.out of 100 respondents
10% of the respondents are engaged in business and employement category, 20% are agriculturalist
and the rest 60% of the respondents are house wifes. Hence we can conclude that, majority of the
respondents(60%) are housewifes.
6. Annual Income of the respondents

Table 4.6

Particulars No. of respondents Percentage

Below 1 lakh 24 24
1 lakh – 2 lakh 26 26
2 lakh – 3 lakh 27 27
Above 3 lakh 22 22
Total 100 100

Figure 4.6

30 27%
26%
24%
25 22%
20

15

10

0
Below 1 lakh 1 lakh – 2 lakh 2 lakh – 3 lakh Above 3 lakh

Interpretation: This figure shows the annual income of the customers.the first category represents
the respondents who are below 1 lakh and consistute 10% of the sample space.the second category
represents the income ranging from 1lakh-2 lakh and they constitute 26% of the sample space.the
third category consist of 27 respondents who comes between the income ranging from 2 lakh-3
lakh and constitute 27% of the sample space and the last category consists of the respondents that
comes under the income above 3 lakh and they constitute the remaining last 22% of the sample
space.hence we can conclude that majority of the respondents(27%) comes under the income level
between 2 lakh-3 lakh.
 7. What do you feel about the quality of Avees products

Table 4.7

Opinion No. of respondents Percentage

Excellent 25 25
Good 28 28
Average 23 23
Poor 24 24
Total 100 100

Figure 4.7
30 28
25
25 24
23

20

15

10

0
Excellent Good Average Poor

Interpretation: The figure represents the opinion of respondents about the quality of Avees products.
Out of the total sample space 25% choose excellent quality.the second category chosen 28% of good
quality.the third category chosen 24% average quality and the rest 23% have the opinion that the
Avees products are of poor quality. Hence, we conclude that majority of the respondents(28%) are
having the opinion that Avees products are of good quality.
8. According to you which brand is most advertised in media
Table 4.8

Brands No. of respondents Percentage

Nirapara 40 40
Avees 25 25
My choice 10 10
Double-Hourse 25 25
Total 100 100

Figure 4.8

45
40
40
35
30
25 25
25
20
15
10
10
5
0
Nirapara Avees My Choice Double-Horse

Interpretation: The figure shows which brand is most advertised in media.out of 100 respondents
the first category shows nirapara who are 40 in number and constitutes 40% of the sample
space,where the second category shows avees who are 25 in number and constitutes 25% of the
sample space.the third category shows my choice who are 10 in number and constitutes 10%.the last
category consist of double horse who are 25 in number and constitutes 25% of the sample
space.hence we can conclude that the majority of the respondents(40%) the most advertised brand in
media is nirapara.
9. Which of the following brands satisfy your every requirement
Table 4.9

Brands No. of respondents Percentage

Nirapara 36 36
Avees 40 40
My choice 10 10
Double-Hourse 14 14
Total 100 100

Figure 4.9

45 40
40 36
35
30
25
20
14
15 10
10
5
0
Nirapara Avees My choice Double-Hourse

Interpretation: Form the above figure it can be represented that 40% of the total respondents
opined that products of Avees brand are satisfying their requirements, 36% of respondent’s
requirements are getting satisfied with Nirapara brand products, 14% opted for Double-Horse
and 10% for My Choice. Hence we conclude that majority of the respondents(40%) have
chosen Avees products which satisfies their requirements.
 10. Are you satisfied with avees products?

Table 4.10

Opinion No. of respondents Percentage

Yes 50 50

No 50 50

Total 100 100

Figure 4.10

Yes
50% 50%
No

Interpretation: The above figure shows that out of 100 respondents the first category represents yes
who are 50 in number and constitutes 50% of the sample space.where,the second category represents
no who are 50 in number and constitutes 50% of the sample space.hence we can conclude that half of
the total respondents are satisfied with the purchase of Avees products.
 11. Are you aware of avees products

Table 4.11

Opinion No. of respondents Percentage

Yes 100 100

No 0 0

Total 100 100

Figure 4.11

0%

Yes
No

100%

Interpretation: From the above figure it is observed that all of the respondents are aware of the
Avees products. That is, 100% of the respondents are aware about the Avees brand. Hence it can be
concluded that all of the respondents(100%) are aware of Avees products and constitutes the majority.
 12.Are you a regular user of Avees products

Table 4.12

Opinion No. of respondents Percentage

Yes 60 60
No 40 40
Total 100 100

Figure 4.12

40%
Yes
No
60%

Interpretation: From the figure, it can be analyzed that majority of the respondents are the regular
users of Avees products, that is 60% of the respondents are using Avees products regularly and there
is a 40% of the respondents who are not using the Avees products regularly. Hence, we can conclude
that majority of the respondents(60%) are using Avees products regularly.
 13. What is the factors according to you makes purchasing of avees products
Table 4.13

Factors No. of respondents Percentage

Quality 60 60
Brand Name 15 15
Packaging 25 25
Total 100 100

Figure 4.13

70
60
60

50

40

30 25

20 15

10

0
Quality Brand Name Packaging

Interpretation: The above figure represents that out of 100 respondents opinion. The first category
represents quality who are 60 in number and constitutes 60% of the sample space.the second category
represents brandname who are 15 in number and constitutes 15% of sample space.the last category
represents packaging who are 25 in number and constitutes 25% of the sample space. Hence w can
conclude that majority of the respondents(60%) are considering quality of the Avees products while
purchasing.
 14. Are you satisfied of the content of Avees Products?

Table 4.14

Opinion No. of respondents Percentage

Highly Satisfied 25 25
Satisfied 56 56
Dissatisfied 15 15
Highly Dissatisfied 4 4

Total 100 100

Figure 4.14

60 56

50

40

30 25

20 15

10 4
0
Highly Satisfied Satisfied Dissatisfied Highly Dissatisfied

Interpretation: It can be easily analysed that 56% of the respondents opined that they are satisfied
with the content of Aves products, 25% are highly satisfied, 15% are dissatisfied and 4% are highly
dissatisfied with the content of Avees products. Hence it can be concluded that most of the
respondents(56%) are satisfied with the contents of Avees products.
15. How do you feel about price of Avees Products?

Table 4.15

Opinion No. of respondents Percentage

Excellent 37 37
Good 40 40
Average 23 23
Total 100 100

Figure 4.15

23%
37%
Excellent
Good
Average

40%

Interpretation: From the above figure it can be interpreted that there is 40% of the respondents
have rated the price of Avees products as good, whereas 37% rated as excellent and 23% rated the
price as average. Thus we can conclude that majority of the respondents(40%) have rated the price
of Avees products as good.
16. Will you purchase Avees products again in future?

Table 4.16

Opinion No. of respondents Percentage

Yes 80 80

No 20 20
Total 100 100

Figure 4.16

20%

Yes
No

80%

Interpretation: the above figure we can interpret that 80% of the respondents have opinioned that
they will purchase Avees products again in future and 20% are not interested in purchasing Avees
products. Hence it can be concluded that majority of the respondents(80%) are interested in
purchasing Avees products.
17. Would you suggest Avees products to others?

Table 4.17

Opinion No. of respondents Percentage

Yes 80 80

No 20 20
Total 100 100

Figure 4.17

20%

Yes
No

80%

Interpretation: From the above data it is clear that about 80% of the total respondents will suggest
Avees products to others and a 20% are not interested in suggesting Avees products to others. Hence
we can conclude that majority of the respondents(80%) will suggest Avees products to others.
18. A recognized brand will be more likely to be selected than an unknown brand.Do you
agree

Table 4.18

Opinion No. of respondents Percentage

Agree 80 80

Disagree 20 20
Total 100 100

20

agree
disagree

80

Figure 4.18

Interpretation: This analysis tries to find out wheather a recognized brand will be more
likely to be selected than an unknown brand. Out of 100 respondents, 80% of the
respondents agrees that a recognized brand will be more likely to be selected than an
unknown brand while only a 20% states in the opposite way. Thus it can be conclude that
a recognized brand(80%) will be more likely to be selected than an unknown brand.
19. Brand equity is evaluated on the basis of the degree of the consumer awareness about
the brand.do you agree

Table 4.19

Opinion No. of respondents Percentage

Agree 60 60

Disagree 40 40
Total 100 100

Figure 4.19

40
agree
disagree
60

Interpretation:This analysis tries to find out wheather brand equity is evaluated on the
basis of the degree of the consumer awareness about the brand. Out of 100 respondents,
60% of the respondents agrees that brand equity is evaluated on the basis of the degree of
the consumer awareness about the brand while only a 40% states in the opposite way.
Thus it can be concluded brand equity is evaluated on the basis of the degree of the
consumer awareness about the brand.
20. Which of the promotional makes you get aware about the product

Table 4.20

opinion No.of respondents Percentage

advertisement 20 20
publicity 30 30
Sales promotion 32 32
personnel selling 18 18
TOTAL 100 100
Figure 4.20

35
30
30 27
25
20
20 18

15 No.of respondents

10

0
advertisement publicity Sales promotion
personnel selling

INTERPRETATION: The above figure shows how customers get aware about avees
products.thefirst category reprsents advertisement and they shows 20% of sample space.the
second category shows publicity and they represent 30% of the sample space.the third category
represents sales promotion and they shows 32% of the sample space.the last category shows
personnel selling and they shows 18% of the sample space.hence,we can conclude that majority
of the customers(32%) got awareness about avees products throughs sales promotion.
21. Do you think the company is fully engaged in promoting their products

Table 4.21

Opinion No. of respondents Percentage

Yes 55 55

No 45 45
Total 100 100

Figure 4.21

45
yes
no
55

Interpretation: This analysis tries to find out wheather company is fully engaged in
promoting their products. Out of 100 respondents, 55% of the respondents agrees that
company is fully engaged in promoting their products while only a 45% states that
company is not fully engaged in promoting their products. Hence we can caonclude that
majority of respondents(55%) stated that company is fully engaged in promoting their
products.
22. Do you think the company mode of advertisement is effective.do you agree

Table 4.22

Opinion No. of respondents Percentage

Yes 58 58

No 42 42
Total 100 100

Figure 4.22

42
yes
no
58

Interpretation: This analysis tries to find out wheather company mode of advertisement
is effective. Out of 100 respondents, 58% of the respondents agree company mode of
advertisement is effective while only a 42% state that company mode of advertisement is
not effective. Hence we can caonclude that majority of respondents(58%) stated that
company mode of advertisement is effective.
23. Sales promotion increases brand awareness.do you agree?

Table 4.23

Opinion No. of respondents Percentage

Yes 60 60

No 40 40
Total 100 100

Figure 4.23

70

60

50

40
Series 2
30 60 Series 1

20 40

10

0
yes no

Interpretation: This analysis tries to find out wheather sales promotion increases brand
awareness. Out of 100 respondents, 60% of the respondents agree that sales promotion
increases brand awareness while only a 40% states that sales promotion will not increases
brand awareness.Hence we can conclude that majority of respondents(60%) stated that
sales promotion increases brand awareness.
24.Sales promotion adds value to the product.do you agree

Table 4.24

Opinion No. of respondents Percentage

Yes 60 60

No 40 40
Total 100 100

Figure 4.24

40
yes
no
60

Interpretation: This analysis tries to find out whether sales promotion adds value to the
product . Out of 100 respondents, 60% of the respondents agrees that sales promotion
adds value to the product while only a 40% states that sales promotion will not adds value
to the product. Hence we can caonclude that majority of respondents (60%) stated that
sales promotion adds value to the product.
25. Sales promotion creates awareness for a brand and an attachment towards its.do you
agree

Table 4.25

Opinion No. of respondents Percentage

Yes 60 60

No 40 40
Total 100 100

Figure 4.25

40
yes
no
60

Interpretation:This analysis tries to find out wheather sales promotion creates awareness
for a brand and an attachment towards its. Out of 100 respondents, 60% of the
respondents agrees that sales promotion creates awareness for a brand and an attachment
towards its while only a 40% states that sales promotion will not creates awareness for a
brand and an attachment towards its. Hence we can caonclude that majority of
respondents (60%) stated that Sales promotion creates awareness for a brand and an
attachment towards its.
26.Do you think that product quality is closely related with brand name

Table 4.26

Opinion No. of respondents Percentage

always 33 33
sometimes 44 44
never 23 23
Total 100 100
Figure 4.26

23
33 always
sometimes
never
44

Interpretation: The above figure shows whether product quality is closely related with
brand name . Here out of 100 respondents, 33% of the respondent’s responded that product
quality is always closely related with brand name, 44% of the respondent’s responded
product quality is sometimes closely related with brand name 23% of the respondent’s
responded that product quality is never related with brand name. Hence we can caonclude
that majority of respondents (44%) stated that product quality is sometimes closely related
with brand name.
27.What are the factors that are considered by you at the point of purchase

Table 4.27

Opinion no.of respondents Percentage

quality 40 40
price 30 30
accessibility 30 30
TOTAL 100 100

Figure 4.27

30
40
quality
price
accessibility

30

INTERPRETTION: The above figure showsfactors that are considered by customers at the
point of purchase.the first category represents quality and they shows 40% of the sample
space.the second category shows price and they constitutes 30% of the sample space.The last
category shows accessibility and they constitute 30% of the sample space.hence we can conclude
that majority of the customers(40%) point of purchase is quality.
28. Which factors you get more attracted towards avees products

Table 4.28

opinion No.of respondents Percentage

advertisement 10 10
packaging 30 30
price 20 20
quality 40 40
total 100 100

Figure 4.28

10

advertisement
40
packaging
30
price
quality

20

INTERPRETATION: The above figure shows that how customers are attracted towards avees
products of the respondent,out of 100 respondents.the first category shows advertisement and
they constitute 10% of the sample space.the second category shows packaging and they
constitute 30% of sample space.the third category shows price and they constitute 20% of the
sample space.the last category shows quality and they constitute 40% of sample space.hence,we
can conclude that the majority of the respondent(40%) are attracted towards the quality of the
avees products.
4.2 STATISTICAL INFERENCE

In statistics, statistical inference is the process of drawing

conclusion from data that is subject to random variation for example, observational errors or
sampling variation. More substantially, the term statistical inference, statistical induction
and inferential statistics are used to describe systems of procedures that can be used to draw
conclusions from datasets arising from systems affected by random variation, such as
observational errors, random sampling or random experimentation. Initial requirements of
such a system of procedures for inference and induction are that the system should produce
reasonable answers when applied to well defined situations and that that it should be general
enough to be applied across a range of situation.

The outcome of statistical inference may be an answer to the

question” what should be dome next” , where this might be a decision about making further
experiments or surveys, or about drawing a conclusion before implementing some
organizational or governmental policy.

4.2.1 TEST OF HYPOTHESIS

Hypothesis is generally considered the most important instrument

in research. It is main function is to suggest new functions and ideas. In social sciences,
where direct knowledge of population parameters is rare, hypothesis testing is the often
used for deciding whether sample data supports our purpose.

4.2.2 WHAT IS HYPOTHESIS?

Generally hypothesis is considered as an assumption or a

supposition which has to be proved or disproved. But for a researcher hypothesis is a
formal question that he was to resolve. A hypothesis may be defined as a proposition or set
of propositions set forth as an explanation for the occurrence of some specific group of
phenomena. A research hypothesis is a predictive statement capable of being tested by
scientific methods that relate an independent variable to some dependent variable.

4.2.3 CHARACTERSTICS OF HYPOTHESIS:

1. Hypothesis should be clear and precise.

2. Hypothesis should be capable of being tested.
3. Hypothesis must be able to relate to a variable
4. Hypothesis must be limited in scope and must be specific
5. Hypothesis must be stated in very simple terms.
6. Hypothesis must be consistent with most known facts.

4.2.4 ESTIMATION

Estimation is the process of finding an estimate, or approximation which

is a valuable that is usable for some purpose even if input data may be incomplete, uncertain
or unstable. The value is nonetheless usable because it is derived from the best information
available, Typically, estimation involves “using the value of a statistic derive from a sample
to estimate the value of a corresponding population parameter” The sample provides
information that can be projected, through various formal or informal processes, to determine
a range most likely to describe the missing information. An estimate that turns out to be
incorrect will be an overestimate if the estimate exceeded the actual result and an
underestimate if the estimate fell short of the actual result.

4.2.5 HOW ESTIMATION IS DONE?

Estimation is often done by sampling, which is counting a small

number of example something, and projecting that number onto a larger population. An
example of estimation would be determining how many candies of a given size are in a glass
jar. Because the distribution of candies inside the jar may vary, the observer can count the
number of candies visible through the glass, consider the size of the jar, and presume that a
similar distribution can be found in the parts that cannot be seen, thereby making and
estimate of the total number of candies that could be in the jar if that presumption were true.
Estimate can similarly be generated by projecting results from polls or surveys onto the
entire population.

In making an estimate, the goal is often most use full to generate a

range of possible outcomes that is precise enough to be useful, but not so precise that it is
likely to be inaccurate. For example, in trying to guess the number of candies in the jar, if
fifty were visible, and the total volume of the jar seemed to be about twenty times as large as
the column containing the visible candies, then one might project hat there were a thousand
candies in the jar. Such a projection, intended to pick the single value that is believed to be
closet to the actual value, is called a point estimate. However, point estimation is likely to be
incorrect, because the sample size-in this case, the number of candies that are visible – is too
small a number to be sure that it does not contain anomalies that differ from the population
as a whole.

A corresponding concept is an interval estimate, which captures a

much larger range of possibilities, but is too broad to be useful. For example, if one were
asked to estimate the percentage of people who like candy, it would clearly be correct that
the number falls between zero and one hundred percent. Such an estimate would provide no
guidance, however, to somebody who is trying to determine how many candies to buy for
party to be attended by a hundred people.

4.2.6 CHI-SQUARE TEST

A chi-square test is also referred to as X2 test, is any statistically

hypothesis test in which the sampling distribution of the test statistics is a chi squared
distribution when the null hypothesis is true, or any in which this is asymptotically true,
meaning that the sampling distribution (if the null hypothesis is true) can be made to
approximate a chi squared distribution as closely as desired by making the sample size large
enough. Chi-square is a statistical test used to compare observed data with data we would
expect to obtain according to a specific hypothesis. Chi-square requires that you use
numerical valued, not percentages or rations. Chi-square should not be calculated if the
expected value in any category isles than 5.

The steps in using the chi-square test may be summarized as follows:

CHI –SQUARE

1. Write the observed frequencies in column O

2. Figure the expected frequencies and write them in column E.
3. Use the formula to find the Chi-square value”
4. Find the d(N-1)
5. Find the table value(consult the Chi Square Table)
6. If your chi-square value is equal to or greater than the table value, reject the null
7. Hypothesis: differences in your data are not due to chance alone.

CHI-SQUARE FORMULA

2
(O−E)2
𝑥 =
E

𝑥 2 = Value of chi-square

O = observed frequency

E = expected frequency

Degree of freedom (df) = (r-1) (c-1)

Where, r = no: of rows

c = no: of column

Level of significance is 5%
 CHI-SQUARE ANALYSIS

1. Analysis of relation between respondent’s income level and opinion about the price of
Avees produtcs

Ho: There is no significant relation between respondent’s income level and opinion about the
price of Avees produtcs

H1: There is a significant relation respondent’s income level and opinion about the price of
Avees produtcs

OBSERVED FREQUENCY

Annual Income
level
Opinion Below 1 1 lakh – 2 2 lakh – 3 Above 3 Total
about price lakh lakh lakh lakh
Excellent 9 10 11 7 37
Good 10 11 13 6 40
Average 5 5 3 9 23
Total 24 26 27 22 100
EXPECTED FREQUENCY

Annual Income
level
Opinion Below 1 1 lakh – 2 2 lakh – 3 Above 3 Total
about price lakh lakh lakh lakh
Excellent 8.88 9.62 9.99 8.14 37
Good 9.6 10.4 10.8 8.8 40
Average 5.2 5.98 6.21 5.06 23
Total 24 26 27 22 100
 O E O-E (O-E)2 (O−E)2
E
9 8.88 0.12 0.0144 0.016
10 9.62 0.38 0.1444 0.0150
11 9.99 1.01 1.0201 0.1021
7 8.14 -1.14 1.2996 0.1596
10 9.6 0.4 0.16 0.0166
11 10.4 0.6 0.36 0.0346
13 10.8 2.2 4.84 0.4481
6 8.8 -2.8 7.84 0.8909
5 5.52 -0.52 0.2704 0.0489
5 5.98 -0.98 0.9604 0.1606
3 6.21 -3.21 10.341 1.6592
9 5.06 3.94 15.523 3.0679
∑ = 6.5132

Calculated Value = 6.5132

Degree of freedom = (r-1) (c-1)

= (3-1) (4-1)

=2×3

=6

Level of significance = 0.05

Table value = 12.592

 Calculated value is less than the table value, hence we accept the Ho. that
is there is no significant relation between respondent’s income level and opinion about the
price of Avees produtcs

2. Analysis of relation between employee’s gender and opinion about the quality of Avees
product

Ho: There is no significant relation between employee’s gender and opinion about the quality
of Avees product

H1: There is a significant relation between gender and opinion about the quality of Avees
product

OBSERVED FREQUENCY

Quality of
Avees
Gender Excellent Good Average Poor Total

Male 20 17 16 13 66
Female 5 6 12 11 34
Total 25 28 23 24 100
EXPECTED FREQUENCY

Quality of
Avees
Gender Excellent Good Average Poor Total

Male 16.5 18.48 15.18 15084 66

Female 8.50 9.52 7.82 8.16 34
Total 25 28 23 24 100
 O E O-E (O-E)2 (O−E)2
E
20 16.5 3.5 12.25 0.74
17 18.48 -1.48 2.19 0.11
16 15.18 0.82 0.6724 0.044
13 15.84 -2.84 8.06 0.50
5 8.50 -3.5 12.25 1.44
6 9.52 -3.52 12.39 1.30
12 7.82 4.18 17.47 2.33
11 8.16 2.84 8.06 0.98
∑ = 7.344

Calculated Value = 7.344

Degree of freedom = (r-1) (c-1)

= (2-1) (4-1)

=1×3

=3

Level of significance = 0.05

Table value = 7.815

Calculated value is less than the table value, hence we accept the Ho. that
is there is no significant relation between employee’s gender and opinion about the quality
of Avees product
 CHAPTER – 5
FINDINGS, SUGGESTIONS
AND
CONCLUSIONS
 5.1 FINDINGS

1. Majority of the respondents belongs to the age group of 30-40, they are 60% of the
total
2. Majority of the respondents are male, that is 66%
3. 90% of respondents are married
4. Around 30% of respondents are graduates, 25% are post graduates, 24% are having
SSLC and the rest 21% are diploma holders.
5. 60% of the respondents are house wives.
6. Most of the respondent’s annual income is between 2 lakh and 3 lakh About, they are
27%
7. 28% of the respondents are having the opinion that Avees products are of good quality.
8. 40% of the respondents the most advertised brand in media is nirapara.
9. 40% of the respondents have chosen Avees products which satisfies their requirements.
10. Half of the total respondents are satisfied with the purchase of Avees products.
11. All of the respondents are aware of Avees products and constitutes the majority.
12. 60% of the respondents are using Avees products regularly.
13. 60% of the respondents are considering quality of the Avees products while purchasing.
14. 56% of the respondents are satisfied with the contents of Avees products.
15. 40% of the respondents have rated the price of Avees products as good.
16. 80% of the respondents are interested in purchasing Avees products.
17. 80% of the respondents will suggest Avees products to others.
18. A recognized brand will be more likely to be selected than an unknown brand.
19. Brand equity is evaluated on the basis of the degree of the consumer awareness about the
brand
20. 32% of the customers got awareness about avees products throughs sales promotion.
21. 55% of respondents stated that company is fully engaged in promoting their products.
22. 58% of respondents58% stated that company mode of advertisement is effective.
23. 60% of respondents stated that sales promotion increases brand awareness.
24. 60% of respondents stated that sales promotion adds value to the product.
25. 60% of respondents stated that Sales promotion creates awareness for a brand and an
attachment towards its.
26. 44% of respondents stated that product quality is sometimes closely related with
brand name
27. 40% of the customers’ point of purchase is quality.
28. 40% of the respondents are attracted towards the quality of the avees products.
 5.2 SUGGESTIONS

1. The company needs to improve the existing sales promotion scheme

2. The company need to focus more advertisement and should try to increase the
awareness among the consumers.
3. The company must concentrate on the quality and service of the products.
4. Also distribution is an area the company have to concentrate well.
5. The company must have to find more markets for its products.
 5.3 CONCLUSION

The study was to understand the awareness among the retailers and
customers about the brand and its products.

Here we conclude that better sales promotional techniques of

an organization will help to improve the sales and reputation as well as the awareness
among the suppliers and customers. So the productivity of the company will increase.
Good promotional techniques cannot be created by paper plans. Constant contact
with the employees, retailers and customers and understanding of their and needs
and opinions are essential for its successful operation and for increase in sales as
well as goodwill of the company
BIBLIOGRAPHY
BOOKS AND REFERENCES

 Kothari C.R. - Research methodology - Wiley Eastern

publications - New Delhi - third edition

Websites:-

http://www.en.wikipedia.org

http://www.aveesfoods.com

http://smallbusiness.chron.com

http://businesscasestudies.co.uk
APPENDIX
 QUESTIONAIRE

1.Name:

2.Age

Less than 30 30-40 40-50 More than 50

3.Gender

Male Female

4.Marital Status

Married Unmarried

5.Educational Qualifications

School level Graduate Post graduate Diploma

6.Occupation

Business Employment Agriculturalist Housewife

7.Annual Income

Below 1 lakh 1 lakh-2 lakh 2 lakh-3 lakh Above 3 lakh

9.Out of these brands,which brand is moving faster?

Nirapara Avees My choice Double-horse

10.Are you getting incentives to create a powerful position of the product in the minds of
consumers?

Yes No

11.What do you feel about the quality of Avees products?

Excellent Good Average Poor

12.According to you,which brand is most advertised in media?

Nirapara Avees My choice Double-horse

13.Which of the following brands satisfy your every requirement?

Nirapara Avees My choice Double-horse

14.Are you aware of Avees products?

Yes No

15.Are you a regular user of Avees products?

Yes No

16.Are you satisfied with Avees products?

Yes No

17.What are the factors according to you makes purchasing of Avees products?

Quality Brand name Packaging

18.Are you satisfied of the content of Avees products?

Highly satisfied Satisfied Needs improvement Dissatisfied

19.How do you feel about the price of Avees products?

Excellent Good Average

20.Will you purchase Avees products again in future?

Yes No

22.Would you suggest Avees products to others?

Yes No

23.A recognized brand will be more likely to be selected than an unknown brand.Do you
agree?

Agree Disagree

24.Brand equity is evaluated on the basis of the degree of the consumer awareness about the
brand.Do you agree?

Agree Disagree

25.Which of the promotional makes you to get aware about the product?

Advertisement Publicity Sales promotion Personal selling Others

26.Do you think the company is fully engaged in promoting their products?

Yes No

27.Do you think the company mode of advertisement is effective.Do you agree?

Yes No

28.Sales promotion increases brand awareness.Do you agree?

Yes No

29.Sales promotion adds value to the product.Do you agree?

Yes No

30.Sales promotion creates awareness for a brand and an attachment towards its.Do you agree?

Yes No

31.Are you getting any attractive offer in association with the product?

Yes No

32.Are you getting any increment packages from the company in association with the promotion
of their products?

Yes No

33.Do you think that attractive offer creates a bond between consumer and the product?

Yes No

34.Do you think that product quality is closely related with brand name?

Always Sometimes Never

35.What are the factors that are considered by you at the point of purchase?

Quality Price Accessibility Others

36.Which factors you get more attracted towards Avees products?

Advertisement Packaging Price Quality Brand name

37. Do you have any suggestions,if yes please specify below?