A

Project
Report
On

“A STUDY OF CONSUMER BUYING BEHAVIOUR WITH REFERENCE TO DRYTECH

COMPANY”

SUBMITTED TO
RASHTRASANT TUKDOJI MAHARAJ NAGPUR UNIVERSITY
IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF THE DEGREE
OF M ASTER OF C OMMERCE

SUBMITTED BY
AMRAPALI RAJKUMAR CHAUDHARI

GUIDED BY
DR. S. C. GULHANE

PRERNA COLLAGE OF COMMERCE,

RESHIMBAG SQUARE, NAGPUR.
2018-2019

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 CERTIFICATE

This is to certify that this project entitled “A STUDY OF CONSUMER BYUING

BEHAVIOUR OF DRYTECH COMPANY” submitted by AMRAPALI RAJKUMAR
CHAUDHARI to Rashtrasant Tukdoji Maharaj Nagpur University, Nagpur for partial
fulfilment of Master of commerce is a bonafide original research work carried out under my
guidance and supervision. It is piece of research of sufficiently high standard to warranty it
submission to the University for the said degree.

No part of the project has been submitted for any degree or published in any other from.
Theassistance and the help rend read to the research in the form of basic source material and
information has been duly acknowledged.

PROJECT GUIDE PRINCIPAL

DR. S. C. GULHANE DR. SHUBHA MISHRA

2
 DECLARATION

I hereby declare that project “A STUDY OF CONSUMER BUYING BEHAVIOUR

OF DRYTECH COMPANY” has been submitted as project report in partial fulfilment of
MASTER OF COMMERCE. The project detail for any part has not been submitted earlier to
any institution for any other degree or diploma.

The source of material and data used in this study has been duly acknowledge and
certified.

PLACE: Nagpur AMRAPALI R.CHAUDHARI

DATE:-

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 AKNOWLAGEMENT

I express my sincerely and hearty gratitude to DR. R. K. CHAM my project guide for
giving me an opportunity and support to carry out this project without whose able guidance
this project would never materialize.

I was her erudite talking interest knowledge and practical suggestion that inspire me to
bring out the best.

I gratefully acknowledge my deepest Gratitude to honorable chairman Prof. R. C.

Gulhane Sir and honorable secretary Dr. S.C. Gulhane Sir and honorable principal Shubha
Mishra madam for their persistence inspiration conversation suggestion and encouragement.

I also want to thank my friend, my family and all the members who were associated
directly or indirectly in making my project successfully.

AMRAPALI RAJKUMAR CHAUDHARI

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 INDEX

Sr. No. TITLE Page No.

INTRODUCTION AND

1. RESOURCE METHODOLOGY

Introduction of marketing

Introduction of Consumer behaviour

Introduction of Company

Company Profile

Research Methodology

Statement of the Problem

Aims & Objective of the Study

Hypothesis

2. Review of Literature

3. Data Collection
4. Analysis of Data and Hypothesis

Testing
5. Finding and Suggestion

6. Bibliography

7. Annexure

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INTRODUCTION OF MARKETING

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INTRODUCTION OF MARKETING

Marketing is a social and managerial process by which individual and groups obtain what
they needs and want through creating and exchanging products and values with others. It
is a integrated process through which companies create value for customers and build
strong customer relationship in order to capture value from customer in return.

Marketing is used to create the customer, to keep the customer and to satisfy the
customer. With the customers as the focus of its activities, it can be concluded that
marketing management is one of the major components of business management. The
evaluation of marketing was caused due to mature markets and overcapacities in the last
decades. Companies then shifted the focus from production to customers in order to stay
profitable. The term marketing concepts holds that achieving organizational goals
depends on knowing the needs and wants of target markets and delivering the desired
satisfactions. It purposes that in order and wants of consumers and satisfy these more
effectively then competitors.

Marketing develops as a society and it’s economy develops. The need for marketing
arises and grows as a society moves from an economy of agriculture and self-sufficient.
They grow their own good, make their own clothes and build own houses and tools.
There is no marketing because there is no exchange. As time passes, however, the
concept of division of labour begins to evolve. People concentrate on producing the items
in which they excel

This results in their producing more then they need of others. Whenever people make
more then they want or want more then they want or make, the foundation is laid for trade
and trade (exchange) is the heart of marketing. At first the exchange process is a simple
one. The emphasis is largely on the production of basics, which usually are in short
supply.

Little or no attention is devoted to marketing and exchanges are very local-among

neighbour or perhaps among neighboring village in the next steps in the evolution of
marketing, small producers begin to manufacture their goods in larger quantities in
anticipation of future orders.

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CUSTOMER CONNECTION

Marketing, in modern times, means learning from customers, listening to customers, and
transforming the organization around customers. As C. K. Prahalad1puts it, the future lies in
co-creation — a process where companies and their customers will collaborate to come up
with products and services. Most corporates believe that there is a lot to be done in the area of
customer education. However, the customer today, who is more enlightened than ever before,
views customer education with a great deal of suspicion.

Eminent marketing professionals agree that this is one of the greatest challengesand that there
are no ready-madesolutions available. Customereducation involves putting theknowledge of
one’s product at thedisposal of customers. It is aboutestablishing intimacy with thecustomer,
and interactivity andeducation need to be continuous.Educating the customer is trickybecause
it involves establishing arapport and an emotional connectwith the customer. It is about
gettingcustomer trust, and it involvesempowering the customer, and itspurpose is to find a
solution.

DEFINITION OF MARKETING
“Marketing is defined as a social and managerial process by which individuals and groups
obtain what they need and want through creating and exchanging products andvalue with
others.” (Philip Kotler)2

The American Marketing Association defines marketing as follows:

“Marketing is the performance of business activities that directs the flow of goods
andservices from producer to customer or user.”

These traditional definitions have undergone some changes and the new version areas below:

“Marketing is a societal process by which individuals and groups obtain what theyneed and
want through creating, offering, and freely exchanging products and services ofvalue with
others.” (Philip Kotler)

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C USTOMER VALUE

Consumers have a wide choice of products and services which promise satisfaction ofa
particular need. They normally decide on their choices based on their perceptions of thevalue
and satisfaction that different products and services deliver, or offer. Customervalue is the
difference between the value the customer gains from buying and using aproduct and the cost
of buying the product. They normally form expectations about thevalue of different
marketing offers and buy accordingly. This involves the customers’ mentalprocess of judging
the value of the product and is called customer perceived value. Customerexpectations are
based on past buying experiences, and the opinions of friends and familymembers.

The promises offered by marketers and the information about similar product offersof
competitors also influence expectations.The main task of marketing, therefore, becomes
value-creation and value delivery.Marketing offers are value propositions promising benefits
and value.

CUSTOMER SATISFACTION

Customer satisfaction with a purchase depends on how well the product’s performance lives
up to the customer’s expectations. Customer satisfaction is a key influence on the future
buying behavior of the people. Satisfied customers will buy the product again and tell the
others about their good buying experiences. Dissatisfied customers, on the other hand,
switch to a competitor’s products and also discourage others from buying the product.

Marketers must be careful to set the right level of expectations. If they set expectations
toolow, they may satisfy those who buy but fail to attract enough customers. If they
raiseexpectations too high, customers will be disappointed. Customer value and customer
satisfaction are key building blocks for developing and managing customer relationships.

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Exchange is another core concept of marketing. It is the act of obtaining an objectwhich one
needs from another by offering some other thing in return. In the exchangeprocess, two or
more individuals are involved, each side possessing something that isconsidered to be of
value to the other. Both will have the ability to discuss and agree ordisagree on the terms of
exchange and deliver the object after an agreement is reached. Thisstage of offering
something and discussing the mutually beneficial and acceptable terms isthe exchange
process. Marketing occurs when individuals decide to satisfy needs and wants through
exchange.

Transactions

As a consequence of the exchange process, when the two parties reach an agreement on the
terms of exchange, it becomes transaction. A transaction will consist of an exchangeof
values between the two or more parties involved, and ownership also changes handsbetween
the seller and the buyer. For example, a customer pays Rs. 4 lakhs to a Hyundaidealer and
buys a Santro. Similarly, a physician treats a patient and the patient pays him Rs.100 as his
fees. Transactions can be monetary as in the above examples or can also be non-monetary.
In the barter system, transactions take place without the involvement of money as only the
goods or services are exchanged. For example, the butcher offers meat to the baker in
exchange for a loaf of bread.

Relationships

Marketing does not stop with a single transaction between the marketer and the customer.
The marketer wants the customer to be fully satisfied with the transaction so that a long-term
relationship can be built up in the form of customer loyalty.

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INTRODUCTION OF CONSUMER BUYING
BEHAVIOUR

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 INTRODUCTION OF CONSUMER BUYING BEHAVIOUR

The study of consumers helps firms and organization improve their marketing
strategies by understanding issues such as how consumers think, feel, reason, and select
between different alternative. (e.g., brands, products);
The psychology of how the consumer is influenced by his or her environment (e.g., culture,
family, signs, media );

The behaviour of consumer while shopping making other marketing decisions.

The behaviour is characterised by the uniqueness of individual expectations, the preference

for multiple options, propensity to abanDon brand is even willing to import to satisfy specific
requirement.

Consumer behavior refers to the act of individuals who are directly involved in
obtaining and using goods and services. It also includes the decision-making process,Which
leads to the act of purchase.Consumer behaviour is not only the study of whatpeople consume
but also here how often, and under what conditions. Consumerbehaviour has no history or
body of research of its own. It is a new discipline thatborrows heavily from concepts
developed in other fields such as psychology (study of theindividual), sociology (study of
groups), social psychology (study of how an individualoperates in groups), anthropology (the
influence of society on the individual), andeconomics.

Several early theories related to consumer behaviour were based on theeconomic theory, on
the notion that individuals act rationally to maximize their benefitsin the purchase of goods
and services.

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 Marketing describes a mutually beneficialrelationship between a consumers play an
important role in the economy. They form thelargest economic group in any country. They
are indeed considered the pillars of theeconomy. The producers have to understand their
tastes and preferences and producegoods that help them satisfy their needs. Consumer
behaviour is at the core of themarketing function. The concept is difficult to understand, but it
is important for efficientand effective marketing.Consumer behaviour consists of actions,
reactions, andresponses in relation to the products bought and services sought. Factors such
aspersonality, perception, attitude, and learning on the one hand and the product,
price,physical attributes, advertising and societal influence on the other shape the behaviour
of consumers.

Therefore, the marketer has to comprehend these elements for better understanding of the
consumer. Interestingly, consumer reactions to marketing are oftenlow-key and passive. In
many instances, the consumer is not prepared to get back to the
trader or supplier to redress his grievance in relation to a product

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CONSUMER PURCHASING BEHAVIOur

Consumer purchases are likely to be influenced by physiological, psychological

andsociological factors. The commodities and services are bought by the consumer to
satisfyhis basic needs, for comfort, pleasure, recreation and happiness. Every individual
hasphysiological need such as hunger, shelter, thirst, etc., which have to be satisfied for
survival.

The psychological factors like status prestige and social factors like friends,neighbors job and
relatives influence their purchasing activities. People bear certain beliefsand attitudes towards
certain types of goods, brands of commodities and retail outlets basedon theprevious
experience. When there is a need, they are able to discover some newcommodities capable of
satisfying their needs.

Before the commodities and brands are selected, these commodities must
competesuccessfully against alternatives in the market. Again selection of a particular
commoditydepends on income of the consumer and how necessary this product is to the
individual.

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BASIC MODEL OF CONSUMER BEHAVIOUR

THE BASIC MODEL OF BEHAVIOUR APPLICABLE TO ALL CONSUMERS IS SHOWN IN

BELOW

MARKETING

OFFER PRODUCT,

PLACE

PRICE

PROMOTION STIMULI ORGANISM BEHAVIOUR CONSEQUENCE

INTERNAL

EXTERNAL

BUYER

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 CHARACTERISTICS DECISION

SATISFACTION

COGNITIVE

DISSONANCE

ENVIRONMENT

SOCIO-CULTURAL

TECHNOLOGICAL

ECONOMIC

POLITICAL

BASIC MODEL OF CONSUMER BEHAVIOUR

MARKETING MIX

PRODUCT

MANAGING THE PRODUCT INCLUDES PLANNING AND DEVELOPING THE RIGHT PRODUCTS

AND OR SERVICES TO BE MARKETED BY THE COMPANY POLICY STRATEGY GUIDELINES ARE

NEEDED FOR CHANGING THE EXISTING PRODUCTS , ADDING NEW ONES , AND DECISIONS ARE

NEEDED REGARDING BRANDING, PACKAGING , COLORING STANDARDIZING AND OTHER

PRODUCT FEATURES .

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PLACE

Under this, the marketers should select and manage the trade channels through which it wants
the product to reach the market at the right time. He is also required to develop a distribution
system for physically handling and transporting the products through these channels, viz, the
intermediaries. Each type of goods requires a special kind of transportation mode and special
kind of warehousing.

(iii) Price

The marketers is required to determine the basis for fixing price of its goods and then
establish policies for dealing with discounts, freight payments and other price related
situations.

(iv) Promotion

The marketers must inform and persuade the market (customers) regarding company’s
products. Advertising, personal selling and sales promotional activities.

Stimuli: Internal and External

Stimuli can arise internally or externally. Internal stimuli originate from the individual self.
One may feel the need for food (natural phenomenon) or for an elegant dress on observing
friends (social comparison). External stimuli are caused by marketing offer or by
environment. The marketing stimulus consists of four Ps: Product, Price, Promotion and
Place. The stimuli from environment may come from one or more of the factors or events in
socio-cultural, technological, economic, and political environment. These factors induce a
consumer to think about purchasing a product.

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Socio-Cultural Factors

The socio-cultural factors, which influence a consumer, include social class, groups,
family role, status and sociability.

Culture: Basic cultural values have not faded in rural India. Many rural purchases
require collective social sanction, unheard of in the urban areas. Buying decisions are highly
influenced by social customs, traditions, and beliefs. Social norms influencing individuals are
more visible. Caste influences are direct and strong. However, the rural youth are more open
to fresh concepts unlike their elderly family members.

They are better educated and have aspirations similar to those of the youth of urban
India. Rural consumers being conservative in their outlook, take longer time to be influenced.
They do not take quick decisions. They discuss the issue of purchase with other villagers and
the headman. Decision-making is thus a collective and time-consuming process. Social Class:
Social classes in rural areas are difficult to define for two reasons. Occupations are not the
same throughout the year. (b) Incomes are understood.

Many farmers and artisans receive cash and kind as their remuneration. However, the
upper and middle-upper class segment of rural markets is positively responding to the stimuli
offered by marketers of premium products (Richard, 1983).

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INTRODUCTION OF COMPANY

19
“A STUDY OF CONSUMER BUYING BEHAVIOR WITH REFERENCE TO

DRYTECH COMPANY ”

“The Growth of Drytech resembles and summarizes the growth of India. The Country
that gave me the inspiration to realize my dream make it a fact & aspire for more.” A
strong vision with an excellent & enthusiastic team has helped Drytech in satisfying. The
needs our customers both in terms of values & Quantity.

PICTUREOF COMPANY

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 COMPANY PROFILE

 Introduction of Drytech Company

 Drytech made in; different type of powder
 Drytech company are made to a fruit &vegetable Powder

COMPANY PROFILE

“Drytech” is the brand name used by the munjal brother in 1956 with the flagship
company “Drytech” as a name of suggest is an industry based on the technology of “Drying”
having manufactured her first granules of powder in November 1994. This company is a
manufactured to a 3 hector.

Drytech Company is an make to a working to as many manager & worker. This company is a
14 machine is an available of a made to an available of fruit powder.

The rooms are provided with double air locking system and are as per pharmacy class 10,000
rooms at designed humidity and temperature. The sampling and entire packing operations are
done here to avoid any possible contamination from unclassified atmosphere.

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Drytech Are Made In Different Type Of Powder

Corral powder: -
Corral powder is and made to milk, clear-cutting to and manufactured to finished goods to a
corral powder.
Glaucoma powder:-
Glaucoma powder is and made to a avid liquid and medicine.
Chige powder:-
Butlership is used in a chig chig powder & other consuming products are used in chig
powder.
gum powder :-
Gum powder are used in medicine capsule binding chocolate and trophy are mix to a small
quantity and gum powder are mix to a milk powder. The gird is made to a medicine for
mutating company.
Fruit Powder :-
Fruit powder are used is a sweet bread to an mix to a any quality for the mix a fruit
powder of an Haldiram bread and other sweets.
Fat base :-
Oil organization.
Hourly:-
This company is an only helped to a create to a goody of finished but row material is an other
industries worker bring to our industries.

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DRYTECH COMPANY ARE MADE TO A FRUIT & VEGETABLE
POWDER :-

The latest food on the world at most limit is difficult to make and at times there
ingredients are equally hard to get all round the year by developing fruit & vegetable process
in the supply dried from.

Imagine making soups & sauces desserts & drinks, ice-creams and milk shakes without the
hassle of peeling & pulping , without all the worries of cleaning & washing and yet satisfying
our tastes buds.

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“Drytech Company Are Made In Different Fruit& Vegetable
Powder”

PINEPPLE“FRUIT “VEGETABLE”

Apple

Mango tomato

Banana

Papaya Spinach

Orange

Lime Carrot

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Company also make seasoning and dressing ingredients like garlic & cheese powder. And
also make natured canary like caramel and beet rat powder.

Nutraceutical Ingredients:-

With the increasing demand of powdered nutrition supplements, our research &
development team come up with solutions for making vegetable fat and caseins in a form that
will be more stable, easily , suitable, & easily inedible gum powder vet keeping the nutrition
value infect.

These products now find their place as key ingredients in infect & adult nutrition ,
formulations for oral and tube feedings sprats nutrition , health , drinks, diet , supplements
disable, nutrition high fiber nutrition & other special nutrition supplement for candies and
renal diets

Range of products:-

Vegetable fat powders

Sodium and calcium acuminates

Diesel soluble dietary fiber.

Papaya powder.

Indian gooseberry (alma) powder.

FUNCTIONAL APPLICATION OF SPRAY DRIED GUM POWDER

ACACIA

Gum acacia is an ingredient that its finds its presence in all industries right from
Parma to printing food to flavor , confectionary to cosmetics health to “Dairy” & “beverage”
“beer” “wine” to “bakery”.

For functional versatile applications like micron capsulation, emulsification, binding,

counting, rounding, & flavor texturing, film, framing, stabilizingfoams fat biding & an
excellent source of salable dietary fiber spray dried gum acacia is the but & the most
preferred choice .

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“It simplify nature to add are to your innovations”

Our range of product:-

Spray dried gum acacia

Ana gum @ Spray

Ana gum @ instant

Spray dried gum ghastly

ROW GUM ACACIA ITS SPRAY DRIED GUM:-

Gum acacia is a naturally occurring extras ion on the bank of a acacia tree existing two major
species, acacia seral& acacia Senegal, countries is Africa contribute 70% share is the gum
market of the world gum crystals by buying its 100% gum acacia from countries like Seder,
Nigerian and chard to fulfill her yearly requirements.

Once the first qualities of gum acacia crystals reach Drytech, they are handpicked selected
and secreted for manufacturing. Gum acacia crystal goes through process like kibbling,
dissolution heating ultra high filtration & finally sprays drying to powder the purest from of
gum acacia powder.

Our services:-

Our modern facilities co- packing arrangement systems for tin & pouch packing, qualities
systems, hygiene facilities & experience of spray drying has helped is evacuee as a
manufacturing partner for powdered nutrition for infects and adults. Our micro encapsulation
now how and facilities have made a one of the meant chaise for flours fragrance and vitamin
here.

TECHNOLOGY & FACILITIES

The process starts with raw material procurement, which are quality checked, stored
and taken for production as and when required. The processing includes mixing weighed
ingredients with D M water in SS reaction vessels, followed by heating, Ultrafiltration,

26
Homogenization and finally spray drying. After online quality check, the finished product is
packed and sealed in triple laminated Aluminum bags in a dehumidified room. Further
labeled, stored and dispatched.

SPRAY DRYERS

GMP model three spray dryers specially designed to meet customers varied
requirements to satisfy their end product specifications, are installed in dedicated well
structured RCC buildings to avoid any contaminations.

Spray drying operations are PLC controlled, so that stringent drying parameters are met to
obtain consisting quality products.

DOWN / UP STREAM EQUIPMENT’S

Down and up stream stainless steel equipment’s are of latest design, including connecting
process lines. Preparatory vessels (for wet mixing) are of capacity from 3000 L to 5000 L
having jacketed provision to circulate steam or refrigerated water in case process demands to
maintain specific temperature during the operation. Series of on line ultra filtration
equipment’s / system are provided to obtain clear, particulate matter free solution before the
solution is fed to spray dryer.

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 Blender / Mixer

Latest designed GMP model stainless steel blender / mixer - 2 No, having ribbon type
agitator and suitably jacketed for hot water circulation to maintain temperature during mixing
/ blending. Operation as per process needs.

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FILL AND SEAL MACHINE

An automatic fill and seal machine for packing. Nutritional / Pharma products as per
customer requirement ranging from 24 to 500 grams in each pouch and a Tin steamer
machine to pack 200 to 500 grams in each tin. In addition, there is nitrogen purging system in
the packing line to maintain oxygen limit as per standard in the container.

PHARMA MODULAR CLEAN ROOMS

Pharma modular clean rooms as per schedule “M” is provided for the following areas Spray
dryer powder collection rooms

 Blender/Mixer-area
 Fill and seal / tin steamer – packing section.

The rooms are provided with double air locking system and are as per pharma class
10,000 norms, at desired humidity and temperature. The sampling and entire packing
operations are done here to avoid any possible contamination from unclassified atmosphere.

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FRUIT / VEGETABLE PROCESSING PLANT

The fruit / vegetable processing installation and commissioning are a mile stone which
signifies the diversification of Drytech activities. GMP model equipment’s are installed in a
dedicated building, constructed as per HACCP norms.

The plant is backed up by a unique, fruit / vegetable storage facility under clean and hygiene
standards.

FALLING FILM EVAPORATOR

There stage falling film evaporator is installed in the fruit processing plant for various
Juice / pulp concentration to a derived limit of solid content. This has distinct edge over
conventional type of evaporator in terms of retention of color, flavor, natural taste of
products, thus resulting into higher quality standards.

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The highlights of benefit derived from fruit processing plant are

• In house Juice / Pulp production in clean and hygiene conditions.

• Under our own supervision wart. Color, flavor, test and more significantly is lower
microbialcounts.

DEMINERALIZED WATER PLANT

A proven designed demineralized water plant is available to get Endotoxin free Dam
water for use in the manufacture. Dim water from the mixed bed is passed through a series of
online filters of M 20, 10 and 2/4 to get clear water without any particulate matters. The
water then passes through UV lamp and there is an additional UV lamp at user points.

A recirculation loop is provide for plant so that DM water is always in recirculation

when the plant is not in use.

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RESEARCH METHODOLOGY

Research Methodology is a way to systematically show the research problem. It may be

understood as science of studying how research is done scientifically. It is necessary for the
researcher to know not only the research methods but also the methodology.

This section includes the methodology which includes. The research design, objectives of

study, scope of study along with research methodology and limitations of study etc.

STEPS IN RESEARCH PROCESS

 Interpret & Report

 Analyze data

 Design research

 Formulate hypotheses

 Review concepts and theories Review previous research methodology

 Define research problems

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RESEARCH DESIGN:
The project is the base on exploratory study as well as descriptive study. It was an
exploratory study when the customer satisfaction level was studied to suggest new methods
to improve the services.

PLAN OF ANALYSIS:-
Table were use for the analysis of the collected data. The data is also nearly presented
with the help of statistical tools such as graphs. Percentage and averages have also been used
to represent data clearly and effectively.

DATA COLLECTION INSTRUMENT DEVELOPMENT:-

The mode of collection of data will be based on Survey Method and Field Activity
and also observation method.
Primary Data collection will base on personal interview. I have prepared the
questionnaire according to the necessity of the data to be collected.

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 AIMS AND OBJECTIVES

 To study the concept of consumer buying behaviour & its effect on trade.
 To study the different type of Product provide by the Drytech company.
 To understand benefits & weakness of the organization.
 To provide suggestion for improvement, if needed from consumer point of view.
 To Identify the factor which is important for purchasing product.

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 HYPOTHESIS

• The level of customers preference is high for Drytech and its quality has a positive
impact on consumer buying behaviour.
• The level of customers preference is low for Drytech and its quality is not positive
impact on consumer buying behaviour.

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 SCOPE OF THE STUDY

The study is confined to the consumer buying behaviour in Drytech company only.
In this project the project has only studied about the consumer behaviour and other factors
such as marketing, variety of Product, sales and pricing is out of scope.
The study is only for the period 2017-18.
The importance of consumer buying behaviour applied by company to the market share.
To effect of the company that effect on sale and consumer behaviour.
The various technology adopted by the company and future requirement of implementation in
technology that satisfied the customer needs.

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 LIMITATION

 The study is limited only Drytech Company

 The Sample size is only 50 Respondent in Drytech company
 The period selected for the study is year 2017-18
 This projected is limited to the marketing strategy used by Drytech company.

37
 REVIEW OF
LITERATURE

38
 REVIEW OF LITERATURE

In store simulations, affect consumers impulsive buying behaviour. Sales promotions

are one of the types of in store simulations that a consumer experience while shopping. A
scenario is described to explain this. A person is moving with his grocery cart down the
detergent aisle of the supermarket, all the while making mental notes of what was needed in
the household. When that person come to the bar soap display, he noticed that there was a
sale on his regular brand- three for the price of one.

He had bought the previous week, but this was a bargain that this person could not
pass up and goes for the purchase. The decision to buy that item was made in store.
Therefore, impulse buying is a very similar form of in store behaviour.

Virvalite et al (2009) considers stimulus as the most characteristic of impulsive

purchasing is that the behaviour of impulsive buying appears as a consumer’s response to a
stimulus, experienced in the purchasing environment and that is immediate decision and after
purchase a consumer feels emotional and cognitive reactions. Woman (1973) cited by
Madhavram and Laverie (2004) identifies that impulse as not consciously planned, but arises
upon certain stimulus.

Cobb and Hoyer(1986) mentions that the growth of self service merchandising, heavier
levels of advertising, greater emphasis on in-store itself as a catalogue for marketing brand
decisions which in turn affects impulse buying. Impulse purchasing is related to the
marketing activities in the store. Madhavram and Laverie (2004) mentions that impulsive.

39
 FACTORS INFLUENCING THE BUYING BEHAVIOR OF INSTANT FOOD
PRODUCTS

Victoria and Ganesan (2014) attempted to analyze the role of sales promotion towards
instant food products and predict their demand. The study identified the demographic and
behavioral factors influenced by sales promotion. It was found thatmajority of the consumers
of instant food products are young generation people and 14working people below 45 years
who belong to nuclear family with moderate monthly income.

Instant consumption, time saving, taste and convenience are considered as major
factors influencing their purchase. Hence the study recommends manufacturers to pay much
attention to these factors while developing their sales promotion activities.Anitha and
Radhika (2013) conducted a study on consumer behavior towards instant food products in the
modern era. Study is based on the concept that consumer buying behavior is complex and
influenced by many factors which change according to the changes in the lifestyle of modern
human being.

Some of the factors they identified which would influence consumer behavior towards
instant food products are income level, influence of western countries, more global trade and
travelling.Heena and Rajini (2013) has conducted a study which highlighted the consumer
expenditure behavior on Food and Non Food items in India during 1987- 2002. The
studymainly examined the rural and urban consumer expenditure behavior on food and non-
food items and the study also examined the relationship between rural consumption
expenditure and rural household income in India during 1987-88 to 1999-2000.

Findings of the research reveal that during the study period both rural and urban
Indian household, percentage share of food expenditure has decreased, whereas on the other
hand share of non food expenditure has increased. The Compound Growth Rate (CGR) of
food expenditure was observed higher in the urban India rather than rural India.

The regression result showed that there was positive relation between household
income and consumption expenditure in rural part of India.Malik et al. (2013) examined the
impact of brand image and advertisement on consumer buying behavior of different
categories of products in Gujranuala city. Findings showed that brand image and
advertisement have strong positive influence and significant relationship with consumer

40
buying behavior. People perceive the brand image with positive attitude. Teenagers in
Gujranuala are more conscious about their social status so they prefer branded products and
advertisements affect their consumer buying behavior positively.

Palaneswari and Vijayalakshmi (2013) attempted to identify the important factors that
influence the purchase of instant food products. Study is relevant to present day market
conditions where it is flooded with wide variety of products. The study reveals that influence
of global trade, cheap and economical price and emergence of nuclear families are the main
reasons that make the respondents prefer instant food.

41
DATA COLLECTION

42
 DATA COLLECTION

To fulfill the information need of the Study. The data is collected from primary as
well as secondary sources.

Primary data After questioning to consumers I got this

information:-
I decided primary data collection method because our study nature does not permit to
apply observational method.

SECONDARY DATA
It was collected from internal sources. The secondary data was collected on the basis of

 Organizational file,
 Official records
 News papers
 Magazines
 Management books

SAMPLING
Sampling refers to the method of selecting a sample from a given universe with a view to
draw conclusions about that universe. A sample is a representative of the universe selected
for study.

SAMPLE SIZE
Large sample give reliable result than small sample. However, it is not feasible to target
entire population or even a substantial portion to achieve a reliable result. So in the aspect
selecting the no of 70 sample to study is known as sample size .

SAMPLING TECHNIQUE:-
Random sampling technique was used in the survey conducted.

TOOLS OF ANALYSIS:-
Data has been Presented with the help of bar graph, pie charts, line traps etc.

43
DATA ANALYSIS AND
INTERPRETATION

44
DATA ANALYSIS AND INTERPRETATION

Que1. Which age group you belong to?

Category(Age Group) No. of People Percentage

10-20 9 15
20-30 25 50
30-40 6 12
40 and Above 12 23
Total 50 100

Interpretation:-

There were total 50 people in a sample. Out of 50 people 15℅ people belong to age group 10-
20 years, 50℅ People belong to age group 20-30 years, 12% people belongs to age group 30-
40 years & 23℅ people belongs to age group 40 and above.

People of age group 20-30 were more enthusiastic to answer &they are the one to are mainly
targeted by marketers to sale their products. The youth is largest consuming.

45
Que2:- Gender of the respondents is:

Gender No. of people Percentage

Male 20 41%
Female 30 59%
Total 50 100%

Interpretation:-

Male respondents are in majority in my sample constituting 41% . They are the ones to take
initiative to purchase products for their family& themselves.

Female generally more respondents are in 59%. They are take to purchase products for their
family and themselves.

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Que3:- Are you consumer of Drytech Food Products?

Consumer No. of people Percentage

Yes 40 90%
No 10 10%
Total 50 100%

Interpretation:-

The above statistical analysis states that all the respondents selected randomly have at least
once consumed Drytech food products. This is a position response as the target market
constitutes a large no.

There is some no section of people of consumer of Drytech.

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Que4. Is Drytech food products your favorite of all other company products?

Category No of people Percentage

Male 32 64
Female 18 36
Total 50 100

Interpretation:-

Consumer were asked about their preference of Drytech among other company products,
most of that is 64% of them replied that they prefer Drytech over other company products.

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Que5. How often you have Drytech Food products?

Category No. of people Percentage

Always 17 35
Usually 20 39
Sometimes 11 22
Rarely 2 4
Never 0 0
Total 50 100

Interpretation:-

Out of 50 respondents have tried Drytech Fruit powder. 35% of them are respect buyer of
Drytech products. The rest 65% respondents have Drytech either usually, sometimes or
rarely.

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Que6. How do you find the quality of Drytech fruit power?

Category No. of people Percentage

Excellent 17 36
Very good 15 30
Good 15 29
Average 2 4
Poor 0 0
Total 50 100

Interpretation:-

There is no doubt in the quality of Drytech as per the above chart. The consumer find it
Average and rest 96% of the consumer ranks up to good.

This speaks that regarding quality of Drytech need not to bother much as like almost all.

50
Que7. How do you rate Drytech food products in term of price?

Category No. of people Percentage

Costly 5 9

Fair 14 28

Reasonable 20 40

Cheap and best 11 23

Total 50 100

Interpretation:-

No matter of how is one earning he/she wants to do the best deals. Good responsible price are
the core elements for success of any business.

If we sum of the positive answers almost 91% of the consumers find the price of Drytech
food products Responsible. For them price of Drytech is affordable.

Whereas for the 9% of the consumer’s the price of Drytech born hole in their. So overall the
price offered by Drytech is responsible and it should be because of the only element which
earns revenue.

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 . Que8. What will you score for Drytech communication facilities and methodology?

Category No. of People Percentage

Excellent 10 20
Very good 11 22
Good 12 23
Average 12 25
Poor 5 10
TOTAL 50 100

Interpretation:

Better communication facility & methodology increases efficiency. Efficiency leads to better
products which results in Customer Satisfaction.

20% consumers grade Drytech methodology excellent, 22% very good, 23% good but 14%
consumers think that Drytech communication facilities & methodology is poor. So there is
slight improvement in this field.

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 Que9. Is Drytech product healthy or not?

Category No of person Percentage

Yes 30 60
no 20 40
TOTAL 50 100

Interpretation:

In Drytech product some people answer product is healthy. But some answer not healthy.

53
Que10. In which field do you think Drytech needs improvement?

Category No of people Percentage

Price 10 21
Quality 10 19
Facility 10 20
Availability 8 17
Promotion 12 23
total 50 100

Interpretation :

Its truly said that nothing is perfect in this world. Through many consumers like Drytech they
want some improvement in few fields like price, quality availability, promotion, etc.

Majority of the consumers almost 23% are not satisfied with the promotions of Drytech. They
want more promotion activity to get awareness of the product 21% want some improvement
in the price, 20% in facility, 19% quality & 17% in availability.

54
Conclusion

55
 Conclusion

India has good potential market for the product; research shown that an average
Indian product four times to company must try to increase this rate by promoting effective
campaign.

Price and packaging are the three main attributes that people and the retailer feel
important for purchase of product.

Some of the innovation ideas should be made for the highselling retailer feel
important for the purchase of product.

Finally I would like to conclude that as far as pandhurna and Nagpur city is concerned
people purchase more of Drytech fruit powder .

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 SUGGESTION
AND
RECOMMENDATION

57
 SUGGESTION AND RECOMMENDATION

Drytech food products should be come up in a innovative packaging so that it should be

capture the market.

Drytech should provide more no of food products in market.

Income of the people decides the purchasing power. The high income prefers to purchase
products with the quality, thickness, etc. And via versa. So I suggest Drytech to concentrate
also on low income segment to capture market and position themselves in the minds of the
customer with required quality.

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BIBLIOGRAPHY

59
 BIBLIOGRAPHY

Books

 Rajesh Kumar, Consumer Behaviour

 Salish K. Bart, Consumer Behaviour
 Ranaswamy and S. Namakumari
Marketing management book
 Philip kotler, Marketing
management

Websitewww.Drytechindia.c
omwww.google.co.in

60
Annexure

61
 Questionnaire

Que1. Which age you belong to ?

 10-20
 20-30
 30-40
 40 & Above

Que2. Gender of the respondents is:

 Male
 Female

Que3. Are you consumer of Drytech food products?

 Yes
 No

Que4. Drytech Product is your favorite of all other company products?

 Yes
 No

Que5. How often you have Drytech Food products?

 Always
 Usually
 Sometimes
 Rarely
 Never

Que6. How do you find the quality of Drytech fruit power?

 Excellent
 Very good
 Good
 Average
 Poor

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Que7. How do you rate Drytech food products in term of price?
 Costly
 Fair
 Reasonable
 Cheap and best

Que8. What will you score for Drytech communication facilities and methodology?
 Excellent
 Very good
 Good
 Average
 Poor
Que9. Is Drytech product healthy or not?
 Yes
 No

Que10. In which field do you think Drytech needs improvement?

 Price
 Quality
 Facility
 Availability
 Promotion

63