A

PROJECT REPORT
ON
“A study on customer satisfaction of MAPRO Products in PUNE”

SUBMITTED TO
SAVITRIBAI PHULE PUNE UNIVERSITY

IN THE PARTIAL FULLFILMENT OF

“MASTER OF BUSINESS ADMINISTRATION”
BY
Tejas Ghare
MBA (MARKETING)
(2019-2021)
Under Guidance of
Prof. Pushkarni Khade
 DECLARATION

I do hereby declare that this project work entitle submitted by me to the “A study on customer

satisfaction MAPRO products in Pune” Savitribai Phule Pune University of for the partial

fulfillment of the requirement for the award of Master of Business Administration (MBA) is a

record of my own research work. The report embodies the finding based on my study and

observation and has not been submitted earlier for the award of any degree or diploma to any

Institute or University.

Date: Name: Tejas Ghare

Place: Pune
 COLLEGE CERTIFICATE

COMPANY CERTIFICATE

This is to certify that (Name) student of MBA(Specialization) from Lotus Business School,
Pune has satisfactorily completed his/her project work entitled “Title” offered by (Organisation
Name)from (Duration)
Authorized Signature& Seal of Organisation

Executive Summary

PROJECT TITLE : “A study on customer satisfaction in of MAPRO products in

Pune city”

 COMPANY NAME : Mapro Food Pvt. Ltd, Pune (Maharashtra)

 INTERSHIP PLACE : Pune
 DURATION : 45 days

As an important part of the academic curriculum and to gain a practical overview of the
management of marketing, a summer internship was undertaken at Mapro Food Pvt.Ltd. During
the learning period of two months, the opportunity to understand the brand image, different
strategies to promote the products of Mapro increase the sales volume was exploited. Mapro is
the company mainly dealing with the production of fruit crushes, juices, squash, jams &
toppings. My task during the internship was to promote the products of Mapro by doing the
promotional activities. During the internship, I was involved in sampling process. While doing
this I came across certain things such as most of the customers are satisfied with Mapro products
This helps me to analyze the customer satisfaction level towards different Mapro products.
During this project study I came to know that Mapro is facing certain problems. Sales were
concentrated only in summer seasons. My subsequent task was “To update the customer about
recently launched products such as Kala khatta, Tomato ketchup, Apple butterscotch crush”.
Sampling had been used as promotional tool to increase the awareness in people. Also there are
some other promotional schemes given by Mapro such as flat 10 % off on MRP prices, for
corporate level workers Mapro had given special discounts of 25-30 % on MRP prices. This
project also emphasizes on how the sampling activity done by Mapro helps them to raise their
sales by 8 % approximately. This project is simple, but needs a lot of good knowledge of local
market, communication skills and convincing ability in order to deal with the customers.
Objective behind selecting this project is to promote the products of Mapro by various
Promotional activities in the market. I did this project through questionnaire method and
collected information about it.
 INDEX

Sr. No. Content Page no

1 Introduction & Objectives

2 Company/Organization Profile

3 Theoretical Background

4 Research Methodology

5 Data analysis and Interpretation

6 Findings

7 Conclusion

8 Suggestions /Recommendations

9 Bibliography

10 Appendix
Questionnaire, Data Sheets etc
 INTRODUCTION

INDUSTRY PROFILE :

Produce,packages,store,and sell fruit based confetioneny products in india. It offer fruit

jms,crushes,squashes,bars,jellis,chews,syurps,fruit Maopro foods pvt.Ltd,a furit processing
company devlope crush concentrates,chocolates,and dessert topping. The company market its
products through distributors and stores. Mapro foods was founded 1959 and is based in Wai,
India with additional offices in Panchgani ,Mumbai,and Pune India mapro gareden is park in hill
station of Panchgani Maharashtra,india situated close Mahabaleshwar ,known for their
strawberry produce,and popular tourist destination. It is located in village of gureghar and
developed and maintained by Mapro a food processing company.

Mapro started with small food processing unit in Mahabaleshwar Panchagani ,today afther 50
years Mapro,through its constants growth and innovative mindset,has gained one of top food
processing company position in India .

FMCG SECTOR:

Fast moving consumer goods (FMCG) or Consumer Packaged Goods (CPG) are products that
are sold quickly and at relatively low cost. Examples include nondurable goods such as soft
drinks toiletries and grocery items.

SECTOR OUT LOOK:

FMCG industry provides a wide range of consumables and accordingly the amount of money
circulated against FMCG products is also very high. The competition among FMCG
manufacturers is also growing and as a result of this, investment in FMCG industry is also
increasing, specifically in India, where FMCG industry is regarded as the fourth largest sector
with total market size of US$13.1 billion. FMCG Sector in India is estimated to grow 60% by
2010. FMCG industry is regarded as the largest sector in New Zealand which accounts for 5% of
Gross Domestic Product (GDP).
SCOPE OF THE SECTOR :

sector in Indian economy. FMCG sector is long established and over the years, sustaining ups
and FMCG (Fast Moving Consumer Goods) sector is one of the strongholds and the fourth
largest downs of the Indian economy. FMCG sector has total market size of around 14 billion
US$.
 COMPANY PROFILE

Type Private
Founded 1959
Headquarter Panchgani
Key people Mr.MayurVora
Mr.NikunjVora
(CEO)
Industry Food & Beverage
Products Jams, jellies, sharbats,
crushes, toppings

Annual Turnover 110 Crore (2013)

Website www.mapro.com

HISTORY:

Founded in 1959, the Company had its humble beginnings in the hill-town of Panchgani, near
Mahabaleshwar, when a businessman named Mr. Kishore Vora a pharmacist by profession,
decided to make some strawberry jam. He then went on to develop innovative products such as
jelly sweets, fruit cubes with fruit juice and rose syrups with rose petals – all for the first time in
country. Today, his ‘hobby’ has borne fruit in the shape of Mapro, one of the most modern,
hygienic, quality-focused fruit product manufacturing units in India

PRODUCT PORTFOLIO
MAPRO’S range of products –

 Strawberry Crush – Traditionally eaten with fresh cream, strawberries make delicious
jams, preserves, milkshakeams. Blend one part crush with five parts of chilled milk for a
yummy milkshakes.
 Alphonso Mangoes crush – Used to make jams, puddings, ice-creams, yogurt & drinks.
Blend one part crush with either five parts milk or four parts water.
 Litchicrush – Used in desserts, sauces, marinades, salads & beverages. For a fresh
cooling drink, mix one part crush with five parts water. Yummy milkshakes.
 Black currant – The sweet & sharp taste of the crush makes ideal for desserts, sauces,
entrees, liqueurs & cordials. It is great as topping, filling or a quickly blended healthy
smoothie. Make a milkshake or drink with one part crush to five parts chilled milk or 4
parts water.
 Peach & Apricot Crush – Popular in desserts & drinks for a truly lip smacking milkshake
or drink, blend one part crush with five parts chilled milk or four parts water.
 Mango crush – Used in ice-creams, jams, juices & milkshakes. Mix one part of crush
with either four parts water or five parts milk to get a scrumptious beverage.
 Pineapple crush – Used in jams, chutneys, smoothies, puddings, cakes & salads for a
tangy refreshing drink. Mix one part crush with five parts of water.
 Orange crush – Widely used in the form of juices as well as in salads & spreads. Refresh
yourself with a drink of one part crush & four parts water.
 Kiwi crush – Used in salads, chutneys, soups & is great accompaniment with tarts, cakes,
yogurt & ice-creams. Make a lip-smacking milkshake or drink with one part Kiwi crush
to four parts chilled milk or water.
 Guava Crush – Guavas are used in fruit salads & to make preserves, jellies & jams. To
make a healthy cooling drink, mix one part guava crush with four parts water.
 Whole Strawberry Crush – Traditionally eaten with fresh cream, strawberries make
delicious jams, preserves, milkshakes & ice-creams. Blend one part crush with seven
parts of chilled milk for a yummy milkshakes.
 Custard Apple crush – Used in desserts, drinks, sauces & dressings. Blend one part crush
with four parts chilled milk for wholesome, delectable drink.
Premium Fruit crushes –

 KesarSharbat – Use it with milk, lassi, chaas, kheer, basundi, sweets or desserts to enjoy
its rich taste & aroma.
 Thandai crush – Made by a process close to the traditional method of grinding finest
quality dry fruits, spices &Kesar. Mix with chilled & crushed ice to make the finest
Thandai.

2. Fruit Squashes –

 Santra Mantra – (Orange squash) just add one part squash to four water & slurp it up.
 Limbo Timboo - (Lemon squash) Just add one part squash to four parts water.

3. COOLZ Cooling syrups &sharbats –

 Rose Sharbat – Ideal for consumption with puddings & ice-creams. Mix one part Sharbat
with six parts milk or five parts water. Rose petals have an uplifting, cooling & restoring
effect & possess a number of medicinal properties.
 KhusSharbat – Use it for mock tails & ice lollies. Dilute it with six parts chilled milk or
five parts water. Soothing & cooling effect.
  Pineapple syrup – Add zing to any celebration & beverage. When drizzled on desserts, it
adds an exotic tanginess. Blend one part syrup with six parts chilled milk for a cool &
delicious milk shake or revitalize you with a drink of one part syrup with five parts
water.
 MahakoolSharbat – Extract of Khus root, Rose petals, Fennel, Black raisin, Kevda,
Cardamom, Chandan, orange juice, lemon juice. Used in mock tails, faloodas, lassies,
ice-creams, ice lollies& dessert toppings. Mix one part sharbats with seven parts milk or
six parts water.
 Strawberry syrup – Perks up any beverage. It can also be drizzled on ice-creams & other
desserts, making them even more delicious. Mix one part syrup with seven parts chilled
milk for cool lip-smacking milkshake or mix one part syrup with six parts water for a
refreshing drink.
 Raw mango Crush – Used in making ice lollies, slush’s & mock tails. Mix one part with
four parts water. Help in cooling the body & preventing head strokes.

4. Restore – Health Drink concentrates

 Lemon & Barley – Make your own drink by mixing one part lemon barley with three
parts water or soda. Best known for its diuretic, digestive & coolant attributes. When
mixed with lemon, it makes a healthy, refreshing drink with the added goodness of
vitamin C.
  Lemon Ginger Squash – Make a healthy drink with one part squash to three parts chilled
water or soda; make lollies& slush’s for kids; & mock tails for your guests. Abundant in
antioxidants. Helps digestion & blood circulation.
 Ginger ale Squash – Used in mock tails or had as a healthy delicious drink by mixing one
part of squash with three parts of water or soda. Ginger helps in digestion & blood
circulation. It works as an effective stomach setter with its antacid properties.
 Amla Ginger Squash - Used in mock tails or had as a healthy delicious drink by mixing
one part of squash with three parts of water or soda. Ginger helps in digestion & blood
circulation. It works as an effective stomach setter with its antacid properties.
 Kokum Crush – Widely used in curries, chutneys & pickles. Mix one part kokum crush
with five parts water or soda. An effective coolant, antacid & appetizer. It has cooling
properties useful against dehydration & in reliving gastric ailments.
 Jeera masala Cordial – Used in digestion & against dehydration.

5. Lounge – Mock tails & mixers

 Pinacolada Squash (Coconut milk & pineapple) - Pinacolada, with its exotic pineapple &
coconut flavour is an instant heat at both picnics & parties. Mix one part Pinacolada with
four parts of water or soda & lots of ice.

Citrus blue – Its blue colour makes it great with fruit juices, mixers, water or soda. Mix one part of citrus
blue with five parts of water or soda .used in mock tails & cocktails.

6. Jams –
  Mango Jam – A perfect topping for the breakfast toast, often used on cakes, cookies &
tarts, a quick snack in a chapatti or puri. A good source of dietary fibre, potassium, & a
number of vitamins.
 Mix fruit jam – Mangoes, papayas & pineapples; delectable apples, strawberries & grapes
& citric oranges. A perfect topping for the breakfast toast , often used on cakes, cookies
& tarts , a quick snack in a chapatti or puri.
 Pineapple Jam - A perfect topping for the breakfast toast, often used on cakes, cookies &
tarts, a quick snack in a chapatti or puri. Rich in manganese & vitamins.
 Orange marmalade – A perfect topping for the breakfast toast , often used on cakes,
cookies & tarts , a quick snack in a chapatti or puri . Richer with vitamin C & potassium.
 Strawberry jam - A perfect topping for the breakfast toast, often used on cakes, cookies &
tarts, a quick snack in a chapatti or puri. A rich source of vitamin C & contains a lot of
fibre too.
 Whole strawberry jam - A perfect topping for the breakfast toast, often used on cakes,
cookies & tarts, a quick snack in a chapatti or puri. Full of vitamin C.

7. Falero – Pulpy fruit chews

Falero’s are available in multiple pack sizes such as 100 gm. pouch, 600 gm. pet jar, 1 kg. Pet
jar. Variety of flavours such as Strawberry, Raw mango (Kacchikairi), Django mango, Guava,
orange, litchi, tamarind etc. contains fruit pulps provides an instant spurt of energy.

8. Fruit Bars & Jellies – Fruity sweet, falchoos, fruit cubes

9.ketchup

 Tomato Ketchup – in Mapro foods tomato ketchup also available in that different types
of packaging available.
OBJECTIVES OF THE STUDY

Followings are the main objectives of the project:-

 To Study the customer responses to Mapro products in Pune city.

 To study the MAPRO brand & product awareness in customers in Pune city.
 To study the customer satisfaction towards Mapro products.

NEED AND SCOPE OF THIS STUDY

 The present study is concerned with Nanded city & basic scope of this study is to get to
know about the effect of sampling activity influencing consumers for the product of
MAPRO & also to know about the promotional activities followed by MAPRO to
increase the sales.

 By doing this we can come to know about the satisfaction level of MAPRO’S users with
respect to various products. Sampling practices followed by MAPRO FOODS helps them
to increase sales by some percentage.

 This study also emphasizes on the suggestions from consumers about MAPRO to
increase consumer base.

LIMITATION OF THE STUDY

Restricted area;

The study was restricted to Pune area only. So, the result may not applicable to the other
areas.
Data collection of exact data for the research is not possible because there is gap between
what respondents say & what they exactly do.
Time duration:

The time duration for conducting the research was very short, due to this one
could not do justice to the project survey. (Only two months).

Sample size:

The sample size does not cover maximum number of respondents of Pune city.
This study is also emphasizing on the prevailing consumers satisfactions.

Consumer preference:

Consumer choice is changeable by habits, occasions & seasons that all types
are face problems in project survey.
 THEORETICAL BACKGROUND

CONCEPT OF CUSTOMER:

Customer satisfaction represents a modern approach for quality in enterprises and organisations
and serves the development of a truly customer-focused management and culture. Measuring
customer satisfaction offers an immediate, meaningful and objective feedback about client
preferences and expectations. In this way, company performance may be evaluated in relation to
a set of satisfaction dimensions that indicate the strong and the weak points of a business
Organisation.

This project presents an original customer satisfaction survey in the food & beverages sector.
The implemented methodology is based on the principles of multi criteria analysis and
preference disaggregation modelling. The most important results are focused on the
determination of the critical service dimensions and the segmentation to customer clusters with
distinctive preferences and expectations.

CUSTOMER:

A “Customer” is one who purchases a product or service from a particular organization. One
thing that we are all customer, infact everybody in this world is a customer. Every day in our life
we buy and consume an incredible variety of goods and services. However, we all have different
tasks, likes& dislikes and adopt different patterns while making purchase decision. Each
customer is unique and this uniqueness is reflected in competitive behaviour and pattern and
process of purchase.
Customer satisfaction

Customer satisfaction is seen as a key performance indicator within business and is often part of
a Balanced Scorecard. In a competitive marketplace where businesses compete for customers,
customer satisfaction is seen as a key differentiator and increasingly has become a key element
of business strategy.

"Within organizations, customer satisfaction ratings can have powerful effects. They focus
employees on the importance of fulfilling customers’ expectations. Furthermore, when these
ratings dip, they warn of problems that can affect sales and profitability. . . . These metrics
quantify an important dynamic. When a brand has loyal customers, it gains positive word-of-
mouth marketing, which is both free and highly effective.

Therefore, it is essential for businesses to effectively manage customer satisfaction. To be able

do this, firms need reliable and representative measures of satisfaction.

"In researching satisfaction, firms generally ask customers whether their product or service has
met or exceeded expectations. Thus, expectations are a key factor behind satisfaction. When
customers have high expectations and the reality falls short, they will be disappointed and will
likely rate their experience as less than satisfying. For this reason, a luxury resort, for example,
might receive a lower satisfaction rating than a budget motel—even though its facilities and
service would be deemed superior in 'absolute' terms.

Purpose:

Customer satisfaction provides a leading indicator of consumer purchase intentions and loyalty.
Customer satisfaction data are among the most frequently collected indicators of market
perceptions. Their principal use is twofold.
1. "Within organizations, the collection, analysis and dissemination of these data send a
message about the importance of tending to customers and ensuring that they have a
positive experience with the company’s goods and services.
2. "Although sales or market share can indicate how well a firm is performing currently,
satisfaction is perhaps the best indicator of how likely it is that the firm’s customers will
make further purchases in the future. Much research has focused on the relationship
between customer satisfaction and retention. Studies indicate that the ramifications of
satisfaction are most strongly realized at the extremes." On a five-point scale,
"individuals who rate their satisfaction level as '5' are likely to become return customers
and might even evangelize for the firm. (A second important metric related to satisfaction
is willingness to recommend. This metric is defined as "The percentage of surveyed
customers who indicate that they would recommend a brand to friends." When a
customer is satisfied with a product, he or she might recommend it to friends, relatives
and colleagues. This can be a powerful marketing advantage.) "Individuals who rate their
satisfaction level as '1,' by contrast, are unlikely to return. Further, they can hurt the firm
by making negative comments about it to prospective customers. Willingness to
recommend is a key metric relating to customer satisfaction
Definition:

“Customer satisfaction, is defined as a business term, it is the measurement of how products

and services supplied by a company meet or surpass customer expectation

Measuring Customer satisfaction:

Managing customers’ satisfaction efficiently is one the biggest challenge an organization face.
The tools or methods to measure customer satisfaction needs to be defined sophisticatedly to
fulfill the desired norms. There are following methods to measure customer satisfaction:

1. Direct Methods: Directly contacting customers and getting their valuable feedback is
very important. Following are some of the ways by which customers could be directly
tapped:
a. Getting customer feedback through third party agencies.
b. Direct marketing, in-house call centers, complaint handling department could be
treated as first point of contact for getting customer feedback. These feedbacks
are compiled to analyze customers’ perception.
c. Getting customer feedback through face to face conversation or meeting.
d. Feedback through complaint or appreciation letter.
e. Direct customer feedback through surveys and questionnaires.

Organizations mostly employ external agencies to listen to their customers and provide
dedicated feedback to them. These feedbacks needs to be sophisticated and in structured
format so that conclusive results could be fetched out. Face to face meetings and
complaint or appreciation letter engages immediate issues. The feedback received in this
is not uniformed as different types of customers are addressed with different domains of
questions. This hinders the analysis process to be performed accurately and

consistently. Hence the best way is to implement a proper survey which consists of
uniformed questionnaire to get customer feedback from well segmented customers. The
design of the prepared questionnaire is an important aspect and should enclose all the
essential factors of business. The questions asked should be in a way that the customer is
 encouraged to respond in a obvious way/. These feedback could received by the
organizations can be treated as one of the best way to measure customer satisfaction.

Apart from the above methods there is another very popular direct method which is
surprise market visit. By this, information regarding different segment of products and
services provided to the customers could be obtained in an efficient manner. It becomes
easy for the supplier to know the weak and strong aspects of products and services.

2. Indirect Method: The major drawback of direct methods is that it turns out to be very
costly and requires a lot of pre compiled preparations to implement. For getting the
valuable feedbacks the supplier totally depends on the customer due to which they lose
options and chances to take corrective measure at correct time. Hence there are other
following indirect methods of getting feedback regarding customer satisfaction.
3.
a. Customer Complaints: Customer’s complaints are the issues and problems
reported by the customer to supplier with regards to any specific product or
related service. These complaints can be classified under different segments
according to the severity and department. If the complaints under a particular
segment go high in a specific period of time then the performance of the
organization is degrading in that specific area or segment. But if the complaints
diminish in a specific period of time then that means the organization is
performing well and customer satisfaction level is also higher.
b. Customer Loyalty: It is necessarily required for an organization to interact and
communicate with customers on a regular basis to increase customer loyalty. In
these interactions and communications it is required to learn and determine all
individual customer needs and respond accordingly. A customer is said to be loyal
if he revisits supplier on regular basis for purchases. These loyal customers are the
satisfied ones and hence they are bound with a relationship with the supplier.
Hence by obtaining the customer loyalty index, suppliers can indirectly measure
customer satisfaction.

Customer Satisfaction:
 As organizations become increasingly focused and driven by demand the need to get
customers loyalty and retain their loyalty is critical. Customer satisfaction is the most
effective way to achieve customer loyalty .Customer satisfaction and customer loyalty
share many traits. Customer value is customer perception of the ratio of benefits to what
he\she gives to obtain these benefits. The customer value trait is framework used to
understand what is that customer wants.

1. Perceived product quality

2. Value based pricing

3. Perceived service quality

Customers are satisfied when value satisfied meets or exceed expectations. If their exceptions
of value are not met, there is no chance of satisfying them. Finding out what customer wants
however difficult and complex process. To be able to create and deliver customer value, it is
important to understand its components. The benefits customers expect are shaped primarily
by how they perceive product and service quality and whether or not their perceptions are
valid. Unfortunately customers don’t know to draw a distinct line between product and
service and quality. Customers tend to combine product and service attributes together as
apart of a total package to which they attach some individual perceived value. Most
companies products fall somewhere between pure product and pure service. Managers in
charge decide which attributes or tangibles or more important than other according to the
needs of their customers. On the risk side of the education, the customers perception and
exceptions become the determining factors. Transaction price, life cycle costs and the actual
degree of the risk being taken constitutes the three components involved in the risk of
buying. The actual price being paid for the product or service at the time of purchase
represents the transaction cost. Life cycle costs are the total cost of ownership, which
includes operating and service expenses.

Importance of Customer Satisfaction in an Organization:

With the increase in customers demand and competition it has become lot more
importance to base your entire company on customer service. When doing this one must
first realize that every member of your organization plays an active role in customer service.
This includes both external and internal customers within your company. In these
organizations, top management frequent contacts with external customers. The top
management uses consultative participative and supportive management styles to get through
the customers. The staff focuses on of its attention on satisfying the customers need.
According to Michel N. Bamber CEO, of Marks and Associates Business Growth Specialist,
there are six critical steps in establishing and maintaining quality customer service viz:

1) Senior management commitment

2) Measurement and feedback

3) Communication and training

4) Core standards

5) Customer friendly system

6) Reward and recognition

These six stages can be applied to any company in growth stage at its life cycle. The process
of building your company around customer service is on going and no matter and how good
one quality of Customer Satisfaction and Loyalty Customer satisfaction is worthless; this
statement was made by Jeffery Gitomer, in his recent book Customer Satisfaction Is
Worthless, Customer Loyalty Is Priceless. Gitomer researches and examines the differences
between customer satisfaction and loyalty. According to him, loyal customers are happy with
their purchase that, they will proactively refer someone to you. The customer walks away
with feeling of WOW!! People everywhere in today business world are trying to figure out
what is more important customer satisfaction or customer loyalty. Both, practitioners and
academics understand that customer loyalty and satisfaction both are linked in extricable.
Even through, loyal customer is most typically satisfied; satisfaction does not always
translate into loyalty.

Marketing concept has been designed by product and service providers in an effort to
maximize customer satisfaction. Reported date in 1993 showed that customers satisfaction
accounted for 1/3 of revenue received by largest US Research firms. Recently there has been
a shift in a research dynasty from satisfaction to loyalty. People are starting to see satisfied
customers as being only mediocre. Even through satisfaction and loyalty are linked together
 and loyal customers seen typically satisfied, satisfaction still represents and unreliable
precursor to loyalty. As result of this, Oliver raises two questions.

1) What aspect of the satisfaction response has implications for loyalty?

2) What fraction of the loyalty response is due to this satisfaction component?

For these question satisfaction and loyalty must be clearly defined in the post satisfaction
study as an evaluation or the perceived discrepancy between prior expectations and actual
performance of the product .Recent definition of satisfaction according to Oliver is, the
consumer senses that consumption moves out comes again a standard of pleasure versus
displeasure.

Oliver defines loyalty as a deeply held commitment to re-by or re-patronize preferred

product or service consistently in the future there by causing reputed some brand set
purchasing despite situation influences and marketing effects having the potential to cause
switching behavior.after extensive amount of research, Oliver concludes that satisfaction is
necessary step in loyalty. However satisfaction becomes less significance as loyalty begins to
set through other mechanisms. In the conclusion to these studies Oliver stakes, the disparity
between the pursuit of satisfaction versus loyalty as well as the fundamental contents of the
loyalty response, poses several investigates direction for the next wave of post consumption
research.

All these concepts combine provide the basic model customer value. Customers value the
products or services more if the expected benefits seem greater than the expected risks being
taken. If expected benefits do not overweight the expected risks. This customer will perceive
the product to have a low customer value.

Consumer’s preferences
Consumer’s service isn’t just about reacting to what the consumer wants. Anticipating a
consumer’s needs is as important as reacting. Knowing and understanding your consumer’s
preferences before they buy allows you to create an even stronger experience. While knowing a
consumer’s preferences may help sales, you must also look at this as a consumer service
opportunity by adapting to these likes, dislikes and any special requests a consumer might have.

Importance of researching consumer’s preferences

Identifying your consumers’ needs and preferences allows you to shape the strategies and
methods you use in your marketing plan. This will help you with:

 Attracting a greater amount of consumers.

 Setting the best price for your products.
 Increasing the amount your consumers spend.
 Increasing how often your consumers spend.
 Thereby increasing your sales.
 Decreasing your costs.
 Enhancing your consumer service.

Effective Sales Strategies

These are strategies that focus on unique consumer needs, by consumer segment

Identifying and Segmenting Consumers

Not all consumers are the same – different segments will have different needs. The more
precisely businesses can identify the specific consumer segments they want to sell to, the better
they will be able to address unique consumer preferences.

The first step is to identify your consumers and your potential consumers. Further consumer
research can help you develop a more detailed picture of them and understand how to target
them. It will also emphasise key characteristics that potential consumers share.
Once you’ve identified who your consumers are, you can find out what motivates them to buy
products and services, to understand why they buy. They may make decisions related to work
demands, family needs or budget pressures.

You will also want to be conscious of how they shop. This will involve monitoring what their
habits are, such as shopping online, over the phone or in store, and whether or not they make
spontaneous or carefully planned decisions.

Learning About Consumer Needs and Preferences

The more a business knows about its consumers and their needs and preferences, the more
successful its sales strategies will be.  Taking the time to learn about consumers – what they
know, what they value and what their communication preferences are – can help the
effectiveness of sales strategies.

Building Relationships

Businesses need to build relationships with consumers so they will keep coming back and refer
others.  Building relationships requires attention to the consumer relationship at all stages, from
the initial point of contact through upcoming sales and through times when sales are minimal or
lacking.  It is more costly to acquire a new consumer than to retain an existing one, so efforts
spent on building relationships can pay off significantly.

Engaging in Service Recovery and Continuous Improvement

Despite a business’s best efforts, mistakes may happen and sometimes consumers are not
satisfied. Effective consumer-oriented sales strategies ensure that if errors occur, they are quickly
and effectively handled. In addition, businesses need to be continually seeking input from
consumers about ways products and services can be improved, as well as acting on those inputs
to ensure long-standing success.

Five Needs of Every Consumer:-

While individual consumer’s wants and needs are frequently hard to identify and may
occasionally be unrealistic, all consumers have the following five basic needs:

Service
Consumers expect the service they consider is appropriate for the level of purchase that they are
making. A small, spontaneous purchase may have a smaller service need that a larger purchase
that has been carefully planned and researched.

Price
The cost of everything we purchase is becoming more and more important.  People and
businesses want to use their financial resources as efficiently as possible.  Many products
previously considered unique offerings are now considered commodities.  This makes price even
more important to the consumer.

Quality
Consumers are much less likely to question a price if they are doing business with a company
that has a reputation for producing a high quality product.

Help & feedback

Consumers need help when a problem or question arises – consumer support telephone lines,
flexible return policies,

FACTORS INFLUENCING CONSUMERS PREFERENCE

Consumer preferences describe the reasons for the choices people make when selecting products
and services. Analysing the factors that determine consumer preferences helps businesses target
their products towards specific consumer groups, develop new products and identify why some
products are more successful than others.

 Advertising.
 Social Institutions.
  Cost
 Consumer Income.
 Available Substitutes.

Advertising

Advertising plays an important role in consumer preference, especially for non-durable goods
such as food or magazines. Advertising informs consumers of available goods and services and
also shapes their impressions of these products. Advertising can also create demand.

Social Institutions

Social institutions, including parents, friends, schools, religion and television shows also
influence consumers' preferences. For example, kids might want to have the same toys their
schoolmates have, while young adults may purchase the same products their parents used to buy.

Cost

Consumers usually choose to purchase more of a good if the price falls. For example, a sale or
reduced prices may increase consumption of a good. On the other hand, an increase in price may
cause reduced consumption, especially if the good has available substitutes.

Consumer Income

Consumers often desire more expensive goods and services when their income increases. If they
suffer a decrease in income, they are more likely to choose less expensive goods and services.
For example, a business selling luxury goods, such as jewellery, will probably be more
successful in a high-income area than a low-income area.

Available Substitutes

If a product has several substitutes -- alternative products that consumers may choose instead a
particular brand of product -- consumers will be more sensitive to changes in price. However, if
consumers do not perceive similar products to be effective substitutes -- for example, consumers
who do not think Coke and Pepsi are equally delicious -- they will be less likely to switch to a
substitute based on price. This concept is called the price elasticity of demand.

SWOT ANALYSIS

Strength –

 Good product distribution & availability.

 Expert guidance and best practice awareness for the farmers, improving their quality of
life and providing them with fair price.
 Strong brand name in Indian households.
 Wide product range including fresh fruits, frozen food, juices, nectars, processed food,
etc.
 High quality, fresh products.
 Cost Advantages (MAPRO) - Lower costs lead to higher profits for MAPRO.
 Unique Products (MAPRO) - Unique products help distinguish MAPRO from
competitors.
 Brand Name (MAPRO) - A strong brand name is a major strength of MAPRO.

Weakness –

 A `Fresh fruits and vegetables are perishable products.

 Limited presence in the country.
 Strong competition in every segment of operation.
 Weak Supply Chain (MAPRO) - A weak supply chain can delay the arrival of products to
MAPRO’s consumers.
 Lack of Scale (MAPRO) - A lack of scale means MAPRO’s cost per unit of output is
very high.
 Weak Brand (MAPRO) - A weak brand means MAPRO can’t charge the same prices for
goods and services as their competitors.
Opportunities –

 Sponsorship and tie ups for various events like marathons, sports competitions, etc.
 Advertise and promote the brand.
 Popularity of fruit juices, nectars, RTS beverages amongst health conscious people.
Increase in disposable income of people.
 Growing market in India.
 Increase its reach throughout the country with exclusive outlets.
 Acquisition Synergies (MAPRO).
 Online Market (MAPRO) - The online market offers MAPRO the ability to greatly
expand their business.
 Emerging Markets (MAPRO).
 New Markets (MAPRO).

Threats –

 High dependence on rains and weather.

 Increase in cost of raw materials.
 Intense Competition (MAPRO) - Intense completion can lower MAPRO’s profits,
because competitors can entice consumers away with their brands.
 Change in Tastes (MAPRO) - Consumers can change their tastes very quickly.
 RESEARCH METHODOLOGY

Definition:

“A Research is a careful investigation or inquiry, especially through search for new facts in any
branch of knowledge”.

Meaning:

Research is an active, diligent, and systematic process of inquiry aimed at discovering,

interpreting, and revising facts. This intellectual investigation produces a greater knowledge of
events, behaviors, theories, and laws and makes practical application possible. The term research
is also used to describe an entire collection of information about a particular subject, and is
usually associated with the output of science and the scientific method.

Research Methodology is a systematic method of discovering new facts or verifying old facts,
their sequence, inter-relationship, casual explanation and the natural laws which governs them.
Research Methodology explained by Redman and Mory are as follows: “systematized effort to
gain new knowledge.”

Research Methodology is original contribution to the existing stock of knowledge making

for its advancement. It is the purest of truth with the help of study, Observation, comparison and
experiment. In short also covers the systematic method of finding solution to a problem is
research. It also covers the systematic approach concerning generalization and the formulation of
the theory.

Different stages involved in research consists of enacting the problem, formulating a

hypothesis, collecting the facts or data, analyzing the facts and reaching certain conclusion either
in the form of solution towards the concerned problem or in generalization for some theoretical
formulation.

Sources of Data:

In Research Methodology mainly Data plays an important role.

This study is conducted by collecting and analyzing the data from primary and secondary
sources.

a) Primary Data.

b) Secondary Data.

Primary Data:

Primary Data is the data, which is collected with the help of typed questionnaires.

Primary data was collected by administering the questionnaire to the marketing advisors of
Mapro Foods Ltd.

Secondary Data:

Secondary Data is the data, which is collected from the various books ,magazine and material,
reports, etc. The data which is stored in the organization and provide by the marketing people are
also secondary data. The various information is taken out regarding that subject as well other
subject from various sources and stored. The last years data stored can also be secondary data.
This data is kept for the internal use of the organization..

Secondary data was collected from the books ,websites and through the interaction with
the individuals in the organization.

Sampling:-

A sample is a part of population. The sample should be representative of the population and the
information obtained must be reliable. In any survey where reliability is desired, the errors and
variances have to be controlled, measured and interpreted.

Sample Unit: Mapro Product Customers

Sample Frame: Pune District

Sampling Method: Simple random sampling Method was Used as it was suitable for the survey
carried out to calculate certain number of samples (people/ customers) and this method was easy
to understand the percentage of satisfaction and other data.
Sample Size: collected samples are 30 using that samples easily calculate the average percentage
of consumer satisfaction.
 Findings

 According to responses, Customers are happy with the product.

 It is a new company in market. People are not aware about Mapro Product. Company not
advertising through TV, news paper, radio, digital advertising.

 Replacement of products to the retailers is most effective way to increase the sale.

 Kissan is a big competitor of Mapro products (Jam,ketchup).

 CONCLUSIONS

 consumer are satisfied with the quality of the product.

 There are lots of varieties available in the market.

 consumer have complaint regarding packaging and sometimes

availability of the product Tomato Ketchup.

Suggestions/ Recommendations

 Company should focus on the advertisement other than Mahabaleshwar (which is its
production house) so that it helps to increase their sales.
 Company should focus on the replacement policy .i.e. tampered, expired or defective
products should be replaced immediately.
 Promotional activities should be well planned and conducted in prominent areas such
as
 Markets.
 School and colleges.
 Public places.
 Outside super markets.
 Introductory offers or promotional perks can be inculcated.
 Medias like local newspapers (Sakaal, Punnya Nagri, Lokmat)
Radio (Radio mirchi, etc.), and TV channels must be used.
 Eye catching banners, hoardings, pamphlets, slogans should be introduced.
 Bibliography

Books:

 Philip Kotler Marketing Management.

Websites:

 http://www.mapro.com/mapro_history.htm
 http://www.mapro.com/mapro_quality.htm
 http://en.wikipedia.org/wiki/Mapro_Garden
Appendix

Questionnaire

Personal Information:-

Name of the CONSUMER :

--------------------------------------------------------------------------------------

--------------------------------------------------------------------------

Contact no. :
---------------------------------------------------------------------------------------------

Address :
---------------------------------------------------------------------------------------------

---------------------------------------------------------------------------------------------

Email id :
---------------------------------------------------------------------------------------------

DOB : -----/-----/----------

Gender : M |-----| F |-----

Q1. Are you aware about the different types of MAPRO PRODUCT?

: - Yes / No

Q2. If yes then the verities you know.

i. _________________________
ii. _________________________
iii. _________________________
iv. _________________________
v. _________________________

Q3. How do you aware about the brand?

: - a) Advertisement

b) Word of mouth

c) Sales person
 d) Any other

Q4. From where do you get mapro products?

a) Distributor b) super stockers

Q5. Are you satisfied with distributor?

a) Yes b)No

:-
______________________________________________________________________________
___

______________________________________________________________________________
_____

Q6. In what manner different of other FMCG products?

: - a) Price

b) Packing

c) Margin

d) Quality

e) Easy Availability

f) Any other

Q7. Which product are aware of Mapro company?

:-
Sr. Products YES NO
No.
1 JAM
2 FALERO
3 KECHUP
4 SIRUP

Q8. In terms of packaging Mapro products are superior in comparisons to other FMCG products?

: - a) Yes b) No

Q9. Give your rating to Mapro products?

1. Very Bad 2. Bad 3. Average 4. Good 5. Very

Good
 Products
Quality
Brand Image
Availability
Packaging
Margin
Replacement

10). If yes then the flavors you know?

i. _________________________
ii. _________________________
iii. _________________________
iv. _________________________
v. _________________________

11) Are you know about relunch of falero?

a) yes b) No

12) Which type of flavors the consumer has most preference to buy of falero?

a) jamun

b) kacha kerry

c) guava

d) strawberry

e) emli

13) which types of flavors the consumer has most preference to buy of syrup?

a) rose sharbat

b) raw mango crush

c) pineapple syrup

d) strawberry

e) kokum crush
 Sig
nature