A PROJECT REPORT ON

Consumer Buying Behaviour of Gemini oils In Modern Trade Outlets, Pune.

CARGILL INDIA PRIVATE LIMITED

Submitted By ROHIT SINGHAL Submitted To Guru Gobind Singh Indraprastha University

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Table of Contents:
Sr. No. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. Topic Acknowledgement Executive Summary Introduction to Industry Introduction of Company Literature Review Title, Objectives , Scope & Significance of the study Research Methodology Facts & Findings Data Analysis, Presentations and Data Interpretations Limitations Recommendations Conclusion Bibliography Annexure Page – No. 3 4 5 6-7 8-18 19-45 46-60 61-63 64-70 71-79 80-94 95-97 98-101 102-104 105-106 107-111

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“INTRODUCTION TO THE INDUSTRY”

Fast moving consumer goods
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This contrasts with durable goods or major appliances such as kitchen appliances. 85. teeth cleaning products. Examples of FMCG generally include a wide range of frequently purchased consumer products such as toiletries. lower per capita consumption and intense competition between the organized and unorganized segments Industry Background FMCG is one of the most dynamic domains of the business world. Unilever. The total FMCG market is in excess of Rs. low penetration levels. Nestlé.Fast Moving Consumer Goods (FMCG). Smaller items such as TV sets and stereo systems are sometimes termed "brown goods". light bulbs. Coca-Cola. batteries. cosmetics. "white goods" in FMCG refers to large household electronic items such as refrigerators. soap. General Mills. packaged food products and drinks. or months. which are generally replaced over a period of several years. FMCG products are generally replaced or fully used up over a short period of days. shaving products and detergents. Personal Care and Food & Beverages. as well as other non-durables such as glassware.000 Crores. Its principal constituents are Household Care. FMCG Industry is characterized by a well established distribution network. It’s currently growing at double digit growth rate and is expected to maintain a high growth rate. In Britain. so the cumulative profit on such products can be large. consumer electronics. Some of the best known examples of Fast Moving Consumer Goods companies include Colgate-Palmolive. A career in this sector 4 . low operating cost. are products that are sold quickly at relatively low cost. Pepsi etc. India's FMCG sector is the fourth largest sector in the economy and creates employment for more than three million people in downstream activities. although these are often categorized separately. they generally sell in large quantities. Procter & Gamble. Though the absolute profit made on FMCG products is relatively small. paper products and plastic goods. and within one year. FMCG may also include pharmaceuticals. weeks.

S. one needs to be fast in translating the ideas into new products. FMCG sector generates 5% of total factory employment in the country and is Offerings of FMCG FMCG Sector (In 2010) The FMCG sector in India is the fourth largest sector in the economy with a total market size in excess of US$ 13. competing on margins. FMCG products are those that move off the shelves in retail outlets very quickly. The Indian FMCG market has been divided for a long time between the organized sector and the unorganized sector. as the number of products the consumer use is very high. pricing and product development. India's Rs.1 billion. FMCG is a sector where graduates can gain excellent rewards if they work hard. purchasing. In the Fast Moving Consumer Goods (FMCG) sector. especially in small towns and rural India.460 billion FMCG market remains highly fragmented with roughly half the market going to unbranded.encompasses a large number of job roles like market research. There is a requirement to create the products that people trust. Sector Outlook FMCG is the fourth largest sector in the Indian Economy with a total market size of creating employment for three million people. While the latter has been crowded by a large number of local players. Advertising and marketing have a vital role to play in this. India is home to six million retail outlets and super markets virtually do not exist. unpackaged home made products. successfully launching and growing market share around a branded product in India presents tremendous challenges. This makes logistics 5 . The volume of money circulated in the economy against FMCG products is very high. Unlike the U. 60. However. market for fast moving consumer goods (FMCG). advertising and brand awareness. Take distribution as an example. enjoy and use in their daily lives.000 crores. the former has varied between a two-player-scenario to a multi-player one. which is dominated by a handful of global players. This presents a tremendous opportunity for makers of branded products who can convert consumers to branded products. Rs.

Rising income levels i. it is imperative to keep production uptime high at all times. Large domestic market. A focus on bringing high volume products at lower prices to the market has created greater demands on all actors. Other challenges of similar magnitude exist across the FMCG supply chain. increase in purchasing power of consumers. SWOT Analysis of FMCG Sector Strengths: 1. which illegally mimic the labels of the established brands. Weaknesses: 1. These products narrow the scope of FMCG products in rural and semi-urban market. 3. 6 . Any stop in production can cause empty shelves and lost market share. Increased competition in the FMCG industry The recent rise of private-label goods has led to increased competition within the FMCG industry. Presence of well-known brands in FMCG sector. 2. "Me-too" products. Lower scope of investing in technology and achieving economies of scale. Producers must differentiate their products and quickly bring them to market. Low operational costs. Export potential.a population of over one billion. Low exports levels. 4. Untapped rural market.e. 2. Opportunities: 1. Since products are consumed shortly after they are produced. 2. 3.particularly for new players extremely difficult. 3. especially in small sectors. Presence of established distribution networks in both urban and rural areas.

Slowdown in rural demand 3. intense competition between the 7 .com Scope of the Sector The Indian FMCG sector with a market size of US$13. High consumer goods spending.1 billion is the fourth largest sector in the economy. Tax and regulatory structure. Threats: 1. Top Ten Players in FMCG Sector Company Position Hindustan Unilever Ltd. naukrihub. 2. (Indian Tobacco Company) Nestlé India AMUL Dabur India Asian Paints (India) Cadbury India Britannia Industries Procter & Gamble Hygiene and Health Care Marico Industries 1 ITC 2 3 4 5 6 7 8 9 10 Source: www. A well-established distribution network.5. Removal of import restrictions resulting in replacing of domestic brands.

Better infrastructure facilities will improve their supply chain. rural India accounts for more than 40% consumption in major FMCG categories such as personal care.500 crores in 2005 to Rs 92. the demand in urban areas would be the key growth driver over the long term. with rural India accounting for the remaining 34%. Because of the low per capita consumption for almost all the products in the country.100 crores in 2010. and hot beverages. boosting purchasing power in the countryside. will keep growing at relatively attractive rates. FMCG Sector is expected to grow by over 60% by 2010. i.e. and dairy are long-term growth categories in both rural and urban areas. urban India accounts for 66% of total FMCG consumption. it is estimated that processed foods. they would be able to generate higher growth in the near future. bakery. home and personal care category. Growth Prospects With the presence of 12. increase in the urban population. would help the urban areas maintain their position in terms of consumption. However. along with increase in income levels and the availability of new categories. Within the foods segment. If the companies are able to change the mindset of the consumers.2% of the world population in the villages of India. Increased focus on farm sector will boost rural incomes. It has been estimated that FMCG sector will rise from around Rs 56. hence providing better growth prospects to the FMCG companies. In urban areas. At present.organized and unorganized segments characterizes the sector. including skin care. 8 . It is expected that the rural income will rise in 2007. the Indian rural FMCG market is something no one can overlook. Also. household care and feminine hygiene. if they are able to take the consumers to branded products and offer new generation products. That will translate into an annual growth of 10% over a 5-year period. However. FMCG sector is also likely to benefit from growing demand in the market. fabric care. FMCG companies have immense possibilities for growth.

There is a continuous growth in net FDI Inflow. is allowed for most of the food processing sector except malted food. There is a change in the mind set of the Consumer and now looking at “Money for Value” rather than “Value for Money”. rising disposable income etc.Spending Pattern An increase is spending pattern has been witnessed in Indian FMCG market. C. alcoholic beverages and those reserved for small scale industries (SSI). 100 per cent export oriented units can be set up by government approval and use of foreign brand names is now freely permitted. Findings according to a recent survey by A. Nielsen shows about 71 per cent of Indian take notice of packaged goods' labels containing nutritional information compared to two years ago which was only 59%. up to 100 per cent foreign equity or 100 per cent for NRI and Overseas Corporate Bodies (OCBs) investment. Governmental Policy Indian Government has enacted policies aimed at attaining international competitiveness through lifting of the quantitative restrictions. 9 . Foreign Direct Investment (FDI) Automatic investment approval (including foreign technology agreements within specified norms). Changing Profile and Mind Set of Consumer People are becoming conscious about health and hygienic. We have seen willingness in consumers to move to evolved products/ brands. reducing excise duties. has leads to growth rate in FMCG goods. and automatic foreign in-vestment and food laws resulting in an environment that fosters growth. There is an increase of about 150 per cent in Net Inflow for Vegetable Oils & Vanaspati for the year 2008. because of changing lifestyles. There is an upward trend in urban as well as rural market and also an increase in spending in organized retail sector. of household mainly because of in-crease in nuclear family where both the husband and wife are earning. An increase in disposable income.

10 . The availability of these raw materials gives India the location advantage.com Market Opportunities Vast Rural Market----Rural India accounts for more than 700 Million consumers. or 70 per cent of the Indian population and accounts for 50 per cent of the total FMCG market.www. coconut. The working rural population is approximately 400 Millions.ghallabhansali. Eg. The market for FMCG products in rural India is estimated 52 per cent and is projected to touch 60 per cent within a year. Hindustan Unilever Ltd is the largest player in the industry and has the widest market coverage. sugarcane. milk. there is a large raw material base suitable for food processing industries. An average citizen in rural India has less then half of the purchasing power as compare to his urban counterpart. which are required for the production of soaps and detergents. The following factors make India a competitive player in FMCG sector 1) Availability of raw materials Because of the diverse agro-climatic conditions in India. India is the largest producer of livestock. wheat and fruits &vegetables. Still there is an untapped market and most of the FMCG Companies are taking different steps to capture rural market share. India also produces caustic soda and soda ash. spices and cashew and is the second largest producer of rice.SOURCE.

Low labor costs give the advantage of low cost of production. milk. There are scarce customers because the industry is highly saturated and the 11 . fruits & vegetables. rivalry among competitors is very fierce. coconut. Multi National Companies outsource its product requirements from its Indian company to have a cost advantage. India's labor cost is amongst the lowest in the world. Even the Government has offered zero import duty on capital Porter's Five Forces Model Porter's Five Forces model outlines the primary forces about competitiveness within the industry:Rivalry among Competing Firms In the Fast Moving Consumer Goods (FMCG) Industry. 3) Export . wheat. India is the largest producer of livestock. after China & Indonesia. spices and cashew apart from being the second largest producer of rice.“Leveraging the Cost Advantage” Cheap labor and quality product & services have helped India to represent as a cost goods and raw material for 100% export oriented units. sugarcane.2) Labor cost comparison Low cost labor gives India a competitive advantage. It adds a cost advantage as well as easily available raw materials. advantage over other Countries.

Customers are never reluctant to buy or try new things off the shelf. Market Players use all sorts of tactics and activities from intensive advertisement campaigns to promotional stuff and price wars etc. Bargaining Power of Consumers Bargaining power of consumers is also very high. 12 .competitors try to snatch their share of market. Potential Entry of New Competitors FMCG Industry does not have any measures which can control the entry of new firms. Hence potential entry of new firms is highly viable. Hence the intensity of rivalry is very high. The resistance is very low and the structure of the industry is so complex that new firms can easily enter and also offer tough competition due to cost effectiveness. This is because in FMCG industry the switching costs of most of the goods is very low and there is no threat of buying one product over other.

Potential Development of Substitute Products There are complex and never ending consumer needs and no firm can satisfy all sorts of needs alone. This leads to higher consumer’s expectation. “INTRODUCTION 13 . Every other day there is some short of new product. There are plenty of substitute goods available in the market that can be re-placed if consumers are not satisfied with one. Bargaining Power of Suppliers The bargaining power of suppliers of raw materials and intermediate goods is not very high. There is no monopoly situation in the supplier side because the suppliers are also competing among themselves. There is ample number of substitute suppliers available and the raw materials are also readily available and most of the raw materials are homogeneous. The wide range of choices and needs give a sufficient room for new product development that can replace existing goods. variants and design.

including refined oils. cotton and animal feed.TO THE COMPANY” Cargill India (Pvt. Cargill develops flavour systems and operates a value investing business. sugar. Cargill in India Cargill maintains a number of businesses in India.) Ltd. In addition. with operations including the handling and processing of a wide range of products. Our presence in India has been growing since we began a joint venture 14 . grain and oilseeds.

Cargill's Guiding Principles 15 . Some just like that every day they can be themselves and be rewarded for it. We help customers succeed through collaboration and innovation. Its head office is located at cyber city phase 3 Guargoan ( Haryana).000 retail outlets.operation in 1987 and today it has an access over 1000 towns and 2. Why choose Cargill? People choose to work at Cargill for many reasons. enriched communities and profitable growth”. environmental and social challenges. which exceed statutory requirements to satisfy our internal and external customers. creative and enterprising”. by achieving competitive advantage in all functions and building and retaining a high performing customer-focused team. Mission “We will develop and deliver value added products.” Approach “Our approach is to be trustworthy.50. satisfied customers. Some value the opportunity to make a difference through Cargill’s community-involvement projects. and are committed to sharing our global knowledge and experience to help meet economic. Vision “Our vision is to be the leading player in Indian edible oils market and creating a distinctive value for all stakeholders”. Some say it is the respect they feel from their supervisors. by creating a culture of continuous improvement and will establish dominant position in ours chosen market. Measures “Our measures are engaged employees.

they will be responsible for preventing.• It is not practical to set out detailed guidelines to govern every situation that might arise in the conduct of our varied and complex global business. Cargill will not pay or receive bribes or participate in any other unethical. • • • • • Cargill employees will not become involved in situations that create a conflict of interest between the company and the employee. Cargill will always honor all business obligations that it undertakes with absolute integrity. Every year.commenced in India. Instead. Cargill will keep its business records in a manner that accurately reflects the true nature of its business transactions. Cargill starts its fertilizer/crop nutrients operations in India. Cargill managers and supervisors will be responsible that employees. or corrupt practice. Further. • Cargill milestones in India 1987 1994 1997 1998 2001 Cargill Seeds . • • Cargill will comply with the laws of all countries to which it is subject. Cargill will not knowingly assist any third party to violate any law of any country. by creating false documents or by any other means. detecting. fraudulent. Cargill launches its primary sugar and edible oils trading business in India. Launches food business under Cargill Foods – launch of brand “Nature Fresh”. 16 . all Cargill employees sign an agreement to live these principles. and reporting any violations of law of Cargill policies. Commences grain and oil seeds business in India. consultants and contract workers under their supervision are familiar with applicable laws and company policies and comply with them.a joint venture operation . below are the seven basic Guiding Principles that form the framework in which to examine any problem arising in any country.

Cargill sets up green field edible oil refineries at Kandla and Paradip. Cargill enters into a joint venture in a project for setting up a green field sugar refinery in South India. and Cargill Animal Nutrition. in general.. They are about people. This is first business unit with headquarters in India. and Duckworth Flavors India becomes part of Cargill India. We realize that perfection is not achievable. Cargill starts its sugar off shoring business to support the execution activities of Cargill Netherlands. Rajasthan and Madhya Pradesh 2007 2008 Cargill enters into a joint venture and subsequently owns and leads a shrimp feed manufacturing business in Rajahmundry in Andhra Pradesh. In India. • Cargill acquires Parakh Foods with brand "Gemini" and sets up a new Business Unit called Cargill Refined Oils India. in particular. We believe that our success is determined by the behavior of our people. • An independently managed subsidiary of Cargill. Black River Advisor India Pvt. Proper behavior results in prompt. Cargill entered into tolling arrangements with local Soybean crushers in Maharashtra. 17 . courteous service. begins operations in India. companies must do everything they can to avoid it because it is all-too-common. cheerful. Companies behave as the people within those companies behave.2003 • • • Cargill acquires the Food Flavors business from Duckworth Group UK. where vitamin deficiency is major health concern. Cargill sets up CarVal India Pvt. Cargill India's DAP business renamed as Mosaic India. accurate. Improper behavior-well. 2004 2005 Cargill launches one stop agri-shops – Saathi Krishi Samadhaan Kendras. • 2006 • • • • Cargill launches Saanjhi Unnati Program in Rajasthan for development of malt barley in active collaboration with the Government of Rajasthan and SAB Miller. but we think it's important for you to know how the employees of Cargill. Ltd. Cargill reaches 25 million people per month with cooking oil fortified with essential vitamins. Cargill launches cotton trading business in India. Our Behavior Companies are not about bricks and mortar. are expected to behave. Ltd. Cargill diversifies its fertilizer business into a joint venture with IMC global.

sells and markets a wide range of vegetable oils and fats to wholesale trade. Refined Oils India markets a range of refined sunflower. and other region-specific brands. soy. refines.Behavior Themes of Cargill's Culture: • • • • • • Discuss / Decide / Support Demonstrate Respect. oil stability and food safety. The qualities found within our operations are unparalleled in India: 18 . Purita™. We own and operate four vegetable oil refining facilities – three are located on east and west coast ports of India. olein and ground nut oils. industrial and household consumers across India. palm. Nature Fresh™. Candor and Commitment Develop and Leverage Deep Customer Knowledge and Insights Pursue and Reinforce Collaboration Ensure & Accept Accountability Challenge / Innovate / Change Products & Services Refined oil brands Cargill Refined Oils India Cargill Refined Oils India imports. Gemini™. hydrogenated fats and bakery shortenings under our national brands. the other is located in western India. Major Refining Capabilities Our refineries are unique in technology and refining capabilities and adhere to stringent specifications for maintenance of product quality.

Castor. Standards of quality have been set keeping the international and Indian requirements in mind. India is one of the largest producers of oilseeds in the world which accounts for 9. Cooking oils in India An oilseed in India account for around 5. Sunflower etc. which has been tested and improved across various refinery set-ups within the global Cargill network? A team trained by international experts and on international platforms run these refining capabilities and is fully equipped to produce the best product in the country. Rapeseed.• Best and latest refining technology. These standards incorporate the best of both worlds and meet the highest levels of quality.3% of world oilseeds production. Groundnut. • Hands free treatment with no direct human touch on the product itself due to fully automated refining technology.0 % of the Gross National Product (GNP) and 14% of the country’s area is under cultivation of crops. No oil that does not meet these specifications is ever packed or shipped. • • • Specifications that not just ensure superior quality but also high stability without addition of preservative chemicals. This has led to a very clean and hygienic environment and a better and safer product. This sector occupies an important position in the agricultural economy having 19 . Niger. Mustard. are some of the major oilseeds grown. Linseed.

Its production is about 1. Tamil Nadu.4% of worlds oil meal export. ricebran and cottonseed and oils from oilseeds of tree and forest origin had found their way to the edible pool largely through vanaspati route.21 million tones of nine cultivated oilseeds during the year 2009-10. about 43% of edible oil available in India is imported. oilseeds of tree and forest origin. India accounted for about 6. Source. Inhabitants of northern plain are basically hard fat consumers and therefore. sunflower. are also a significant source of oils. nigerseed/ castor are the major traditionally cultivated oilseeds. a term used to denote a partially hydrogenated edible oil mixture. sesame. Types of oils commonly used in India India is fortunate in having wide range of oilseeds crops grown in its different agro climatic zones. Yet.the world’s fourth largest edible oil economy and accounting for the estimated production of 30. Coconut is most important amongst the plantation crops. Groundnut. Vanaspati has an important role in our edible oil economy. Mustard oil.2 million tones annually. safflower. in addition to Kerala and Andaman & Nicobar Islands. mustard/ rapeseed. Soyabean and sunflower have also assumed importance in recent years. linseed. which do not generally find direct marketing opportunities because of consumer’s preference for traditional oils such as groundnut oil. Karnataka. newer oils like soyabean. It has around 10% share of the edible oil market. For example. sesame oil etc. prefer vanaspati. Likewise several pockets in the South have a preference for coconut and sesame oil. People in the South and West prefer groundnut oil while those in the East and North use mustard/ rapeseed oil. which grow mostly in tribal inhabited areas. It has the ability to absorb a heterogeneous variety of oils. In addition. 20 . Efforts are being made to grow oil palm in Andhra Pradesh. Consumption pattern of Edible oils in India India is a vast country and inhabitants of several of its regions have developed specific preference for certain oils largely depending upon the oils available in the region.Production of oilseeds: Ministry of Agriculture.

1. Cargill Refined Oils India has been operating within India since 2005 and employs more than 750 people.NatureFresh® Acti-Lite refined oils NatureFresh® Acti-Lite refined oils always ensured that you stay light and active. and 10 % respectively. lab results have shown that food cooked in Nature Fresh® Acti-Lite refined oils. absorb less oil as compared to food cooked in ordinary oils. 55%. 2. Now it’s verified! With added DMPS (a permitted antioxidant as ingredient). knowing that you have the trusted quality of Cargill. sells and markets a wide range of vegetable oils and fats to wholesale trade. So now indulge in your favorite foods without guilt. Nature Fresh® is available in refined soybean and refined sunflower oil. industrial and household consumers across India. refined oil and vanaspati in the total edible oil market is estimated at 35%. Cargill Refined Oils Cargill Refined Oils India imports.The share of raw oil. We own and operate three vegetable oil refineries located at Paradeep (Orisa). 21 .a unique packaging technology that preserves the benefits of the oil. refines. Kandla (Gujarat) and Kurkumbh (Maharastra). This is possible by the unique Freshness Intact Technique.Gemini™ refined cooking oils Gemini refined cooking oils retain the freshness of the oil from the time it is packed to the time it reaches the consumer.

• Based on the Nielsen Company Retail audit data MAT December 2007. In an era where anything and everything is commercialized. the olives of Antequera continue to preserve their absolute communion with Mother Nature that has existed for centuries. Nature Fresh® Purita ensures that your family is full of vigor and health. 4. 3.27%. D and E.Gemini now comes with the nutritional fortification of Vitamins A. true to their age and barely touched by modern technology. NatureFresh™ Oliante comes from the olive trees over 600 years old. The benefits of vitamins ensure that your family stays healthy and fit. 22 . Available in refined soybean. With a pungency level of 0. filtered groundnut and mustard oils and vanaspati. sunflower. Gemini is now the largest selling edible oil brand in Maharashtra*. Nature Fresh® Purita is the best oil for cooking your favorite fried dishes. The oil takes three years of patient processing and what you get is the healthiest and most exotic olive oil. groundnut and cottonseed.NatureFresh™ Oliante olive oil The most exotic olive oil from the land of Antequera in Spain. which is higher than the highest AGMARK standard of 0. Nurtured in such a land makes NatureFresh™ Oliante truly exotic.NatureFresh® Purita Kachi Ghani pure mustard oil NatureFresh® Purita is renowned for its purity and taste.25%. The handpicked olives that go into the making of NatureFresh™ Oliante remain almost unaffected by time.

Three kinds of NatureFresh™ Oliante to choose from Each bottle of NatureFresh™ Oliante, be it Extra Virgin Olive Oil, Pure Olive Oil or Pomace Olive Oil, brings the magic of olive alive.

Extra Virgin Olive Oil is the highest quality of olive oil. To bring out the delicate flavour in the first press, a panel of Cargill experts judges the olive for taste, mouth feel and aroma to bring you NatureFresh™ Oliante Extra Virgin Olive Oil. As the healthiest cooking medium, Extra Virgin Olive Oil is preferred for salads, or is served at the table with bread for dipping. It is also added to soups and stews.

Pure Olive Oil comes from the refining process of olive oil named "lampante" and by adding a percentage of extra-virgin olive oil. Pure Olive oil is used for all kinds of high heat cooking such as pasta, lasagna, stir fried vegetables and an array of Indian dishes like aloo gobhi, chicken curry or even a chicken biryani.

Pomace Olive Oil is a blend of Extra Virgin Olive Oil and refined Pomace oil. Pomace Olive Oil is a very good baking and frying medium. It is popularly used to make French fries, crispy fried chicken, baked potatoes and more.

Brands At a glance

The most exotic olive oil from Spain

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 Target Customer
Retailers, Wholesalers, Distributors, Super Value Stores, Commercial users like Sweets Retailers or Restaurants.

Cargill Cares
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Improves the well being of the community within which Cargill operates. Encourages employee participation in social work.

Ingredients of Gemini oils: Nutrition Facts for Gemini Refined Sunflower (1L) {910gm@30`C}
Nutritional Information* Apprx.Composition (when packed) Energy (Kcal) Protein (g) Carbohydrate (g) 24 Quantity per100 g 884 0 0

Fat • Saturated • Poly fatty

(g) acids acids (g) (g)

100 10.3 (g) 19.5 65.8 <1gm 0 750 5 273

•Mono saturated fatty acids fatty • Trans Fatty Acids (g) Cholesterol (g) Vitamin A (mcg/100g oil) Vitamin D (mcg/100g oil) Vitamin E (mcg/100g oil)

Nutrition Facts for Gemini Soyabean oil (1L) {910gm@30`C}
Nutritional Information* Apprx.Composition (when packed) Energy (Kcal) Protein (g) Carbohydrate (g) Fat • Saturated •Mono • Poly fatty fatty saturated fatty acids (g) acids acids (g) (g) Quantity per 100 g 884 0 0 100 14.3 (g) 22.5 57.8 <1gm 0 750 5 273

• Trans Fatty Acids (g) Cholesterol (g) Vitamin A (mcg/100g oil) Vitamin D (mcg/100g oil) Vitamin E (mcg/100g oil)

Nutrition Facts for Gemini Ground oil (1L) {910gm@30`C}
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Lower Positioning.8 <0. 3. Weak packaging.5gm 0 750 5 2273 •Mono saturated fatty acids fatty • Trans Fatty Acids (g) Cholesterol (g) Vitamin A (mcg/100g oil) Vitamin D (mcg/100g oil) Vitamin E (mcg/100g oil) SWOT Analysis For Gemini Oils Strengths: 1.Composition (when packed) Energy (Kcal) Protein (g) Carbohydrate (g) Fat • Saturated • Poly fatty (g) acids acids (g) (g) Quantity per100 g 884 0 0 100 16.5 31. Presence of well-known brands in FMCG sector. 2. Presence of established distribution networks in the modern trade outlets. Weaknesses: 1. 3. 2. 26 .Nutritional Information* Apprx. Lower price. 4. Less awareness among customers about ingredients. Presence of better Nutrients.3 (g) 46.

increase in purchasing power of consumers. Large no. They have opportunities to explore new ideas and are supported by the management in implementation. Threats: 1. Cargill India employees can participate in a range of formal and informal recognition programmes as well as interact with colleagues and leaders across our many businesses. Continuous change in the consumer behavior. We follow a clear. 2. Accountability and Collaborate are the core values that run across the organization that bring people together in achieving our business goals and deliver superior value to all our customers. Promotional-Schemes. Culture Whether it is a thank you note or a formal award programme. We drive for flawless execution. 3. 2. Fortune. company is in forefront of delivering innovative products to the Indian consumers and implementing innovative and cost effective processes Simplicity. objectives and strategies. and managers how they fit into our mission and why their contributions are important. Dhara etc.4. Presence of competitors like Sundrop. We live up to our commitments. We agree on goals. 4. direct reports. Opportunities: 1. 3. As a result. Absence of promoters in outlets. we appreciate how recognition shows peers.e. open and transparent communication that ensures eliminating ambiguity and drive simplicity. of customers. Rising income levels i. Tough competition in modern trade outlets. Suffola. . nationally and internationally. We don't offer excuses. The culture and environment at Cargill is one where employees are motivated and confident enough to try new things out. Quality product at relevant price. we offer solutions and 27 .

competence. Training opportunities include on-the-job learning. We provide an environment where one person can make a difference. For employees who meet the criteria and are willing to accept roles with higher responsibilities. innovate and create breakthrough solutions.We trust and respects each other. 28 .this is the mantra that builds accountability across the organization. energetic and enthusiastic to make a difference with an underlying and all encompassing passion in what they do. Learning and development opportunities At Cargill we are committed to attracting. Equal Employment Opportunity (EEO) Cargill maintains a policy of non-discrimination towards all employees and applicants for employment. The means to achieve this is by maximizing training and development to ensure that employees have the competencies required to accomplish their business objectives as well as develop their career in the company. Internal mobility We seek to offer employees career opportunities within Cargill India and promote an open environment where employees can acquire new skills and learning. retaining and training high performing people who embrace the company’s vision and values. They act with speed and always ensure flawless execution. Our employees are empowered. participating in company programs and courses. All aspects of employment with Cargill are governed by merit. Employees also participate in performance management programs to create a road map for their individual success at Cargill and alignment with organizational goals. and attending external programs based on nomination by managers and/or peers. We realize that we are much more valuable together than we are apart. we provide avenues for growth & movement across Cargill businesses and geographies. Everybody has something of value to contribute. Our employees work in an environment where they have freedom to express. Our people use good judgment and are decisive. and we collaborate and win as a team.

national and local organizations to support responsible economic development. accountability and responsibility. race. environmental and social challenges wherever we do business. Corporate responsibility extends not only to our own operations but to our wider communities and is based on four commitments: • We will conduct our business with high levels of integrity. We will develop ways of reducing our environmental impact and help conserve natural resources.suitability and qualifications. our actions and our processes. Corporate Responsibility When William Wallace Cargill founded our company in 1865. religion. national origin or disability. colour. Corporate responsibility is part of everything we do. which he saw as a key differentiator in those times. as well as the vitality and conservation of our natural resources. he deliberately set out to ensure that we earned and maintained a reputation for integrity. 29 . and will not in any manner be influenced by gender. age. It is a company-wide commitment to apply our global knowledge and experience to help meet complex economic. help protect the environment and improve communities. • • • We recognize our continued success depends on the growth and health of our communities and partners. We will treat people with dignity and respect. We are working with a diverse group of global. It is a process of continually improving our standards. We will invest in and engage with communities where we live and work.

we find various ways to support local communities.Corporate responsibility in India and around the world We strive to be a good citizen in the areas where we are privileged to conduct business. With the ability to sell more than 14 million tons annually. I L L I O N 14 25 Core competencies These are the core competencies you'll find throughout Cargill: 30 . Cargill reaches 25 million people per month with cooking oil fortified with essential M vitamins. Cargill is one of the leading marketers of salt products. In addition to the benefit of secure employment. M I L L I O N In India. Our Cargill Cares programs bring together our employees to serve communities in partnership with external organizations... Expect the unexpected. >50 % More than half of all Cargill employees live and work in developing countries. where vitamin deficiency is major health concern.

helps in keeping costs within an established opportunity. Cargill has been identifying. For years. measuring and managing its own exposure to risk. Supply chain management Moving goods from farm to factory Moving massive amounts of raw materials from continent to continent and farm to factory is both art and science. Cargill has been shaping its supply chain management capabilities to the point where there are few equals in the world. By managing costumers risk as if it were company’s own. we buy and move large volumes of commodities from where they are produced to where they are needed.• • • Supply chain management Risk management Research and development Risk management The steady hand of experience: In today’s volatile markets. risk management is one of our company’s core capabilities. For more than 100 years. Every day. In terms of the 31 . Company works with the customers in order to measure their exposure to risk and quantify their risk tolerance. our customers look for a steady hand of experience to help them manage their exposure to price risk. To be sure. Analytical tools Cargill has a broad range of analytical tools by which we measure and assess price risk. We also offer this service to our customers. Then it develops and executes sound strategies that diminish the volatility.

inventory management. improved products and innovative ways to reduce costs or both. and radical operations planning has resulted in millions of dollars saved for Cargill customers. we were able to reduce inventories by 28 percent. the numbers of customers we serve. Optimizing supply chains Optimizing supply chains through insightful strategy. Our goal is to leverage Cargill research and development capabilities to generate distinctive value through new. partner collaboration. improving process efficiencies. Expert execution of our supply chain management strategies and tactics has led to a wide range of benefits.volume and breadth of materials we move. for example. In the redesign of a supply chain for a food manufacturer. Tailoring foods for local tastes and cultures 32 . and the significant numbers of partners we team with. or uncovering a solution that helps them launch a first-to-market innovation. including: • • • • • Improved cost efficiencies Improved revenues Faster time to market Faster product development cycles Enhanced customer and supplier relationships Research & development Scientific expertise that creates distinctive value Our customers turn to Cargill for our scientific expertise when the challenge is enhancing an existing product.

Our technical teams include experts whose sole focus is effective and efficient process solutions. Deep knowledge and thought leadership within these competencies has come from deliberate investments over time. Spencers. 33 . The key task of the team is to provide a competitive edge by developing new products that are preferred by the consumers and by constantly adding value to the existing range of the products through product. This enables us to look at the product from consumer's eyes. Their expertise can help you reduce costs and generate added value. The R&D team consists of a young team of dynamic scientists and technologists who specialize in the research of multiple disciplines. etc. 50.000 retail outlets to sell our products. Quality is built into new & existing products through rigorous research and continually improved through plan-do-check-act (PDCA) cycle. Apart from the intensive checks on raw material. Sales & Distribution Cargill has a network of 1000+ distributors spread across the country with an access over 1000 towns and reaches 2. we also undertake product quality assessment till the product reaches the retail stores. Few. Cargill’s breadth of knowledge is unique. can provide both global R&D support and regional solutions that we can. and has forged a strong competitive advantage we can share with our customers. process or packaging innovations. Understanding both product ingredients and processes Helping our customers create value includes deep understanding of both product ingredients and product processes. Voice of consumer drives the quality of products.Cargill’s strong regional presence enables us to provide customers with the applications and technical services support to create products tailored to local tastes and cultures. but our real point of difference is the ability to collaborate with customers and partners to solve complex business problems. There are direct selling agreements in place with key accounts like Reliance Retail. More. The company has a strong presence and a proactive stance with respect to modern trade. D-Mart. packaging and factory dispatches. if any companies. Big Bazaar.

It provides the building blocks that will provide the knowledge. At the same time. skills. These organizations set 34 . and contacts and the experience so that the employees can get: • • • Cross functional experience Cross business experience Cross geography experience ( including international experience) RECRUITMENT AND SELECTION Recruiting and selecting sales personnel is an important part of personal selling strategy and also important for sales organizations. we realize the importance of the high frequency stores and the value they offer to consumers and manufacturers alike. Individual Development Plan (IDP) is a tool that we use to capture career aspirations and development inputs to help employees realize their career aspirations. It has clearly laid down career paths in every function to provide clarity on the available career path options. Employees find their career journey as very exciting and rewarding. The company has several initiatives in place to provide value to this channel including a specialized multi functional team to help cater to the specific needs of these customers. Corporate and direct sale associates recruit and select salesman or field executive on the basis of job specification as desired by them considering the nature of job. which provides guidance and direction to individuals for their own career management.The company places a lot of importance to growing business with this fast emerging and consumer friendly retail format. Career Management Program In Cargill a comprehensive career management program ensures every employee can realize his/her career aspirations fully. We offer an in-depth understanding of competencies and capabilities required at various levels and functions. But after selecting sales personnel/ initial sales training is required to bring new sales personnel up to expected productivity level and continuing sales training is needed to maintain more experienced safes personnel to a high level of efficiency it also requires motivational and supervisory efforts.

the price difference between packaged and loosely sold oils has significantly come down. RECRUITMENT These organizations also have done the recruitment by using both the methods i.forth in the job description a set of the qualifications that a person should posses in order to perform the job satisfactorily. internal sources and external sources. Sales force of other sales organizations. Cargill vs. 35 . the packaged edible oil sector will capture almost 50% of the market share within few years. By recruiting former employees of their own organization.e. The packaged edible oil consumption is only about 20% of the total 12. 3. 4. Through employment agencies.packaged edible oils. Due to advancement of packaging technology. External sources used are as follows: 1. Competitors With growing quality consciousness and plummeting price differences between packaged and non. 2.5 million tonne domestic consumption. Through educational institutions. By giving promotions. By asking their existing sales persons for contacts. Internal sources used by these organizations: 1. 2. Internal sources imply recruitment from within the organization while external sources imply recruitment from outside the organization.

000 tons of edible oil a year . As a result of the increase in health consciousness. For the first time in India. to wholesale trade . Its share is around 4% of the million tones of total edible oil sold in the country in a year. Cargill brands vs. including soya . 36 . brands from the house of Cargill. After testing them on all possible parameters like colour. Having approximately 19% market share in the entire edible oil market.00. consumers even in the smaller towns are gradually shifting to packaged edible oils from loosely sold oils. Cargill India sell around 5. This was done and published in November 2008 to scientifically assess and pinpoint exactly how healthy each refined oil brand is. conducted a laboratory test on seven well-known brands of refined sunflower oil. Other brands like Fortune of Adani wilmer Ltd. rancidity etc. sunflower . rancidity and fatty acid profile. refined sunflower oil brands have been tested by an independent government funded organization for their fatty acid profile and other parameters like colour. other brands With the competition increasing after the arrival of retail companies. adulteration. palm . The packaged edible oil industry is growing at 10 % annually and half of the market would be controlled by packaged oil manufactures within few years. were rated as the best quality and healthiest refined sunflower oils in the country. groundnut and mustard oils besides hydrogenated fats . Marico industries with a market share of 13-15% with brands like Saffola and Sweekar together are old players with well known brands in the edible oil industry hence gives tough competition to Cargill refined oils. Consumer Voice – A monthly magazine of consumer interest A government funded voluntary organization that works towards consumer education and awareness.Cargill controls more than 12% of the packaged edible oil market. process food industry and retail customers. Naturefresh Acti-Lite and Gemini. maintaining quality while keeping the prices down would be a challenged for all the packaged oil makers.

By this research.Sunflower NatureFresh Gemini Nutrela Sweekar Fortune Dhara Sundrop Sunday Rank 1 2 3 4 5 6 7 8 37 . Ranking Of Sunflower Oils: Brand. NatureFresh and Gemini cooking oils have been proved to be the healthiest cooking oils in their respective categories. which is delivered by the technologically advanced state-of the-art plant ensuring that best attributes of the oil are preserved for `consumer’s health. NatureFresh Acti-Lite sunflower oil is extremely light oil that has high-unsaturated fat content making it easier to break down. This lightness is powered by “Liteness Integrated Technology” (LITE). Gemini refined oil offers freshness as a differentiator. It uses “Freshness Intact Technology” (FIT) which helps maintain the freshness of oil from packaging stage of consumption.

Cargill In India 38 .

Sacred world Wanowrie. 111 Rectangle 1 District Center Saket New Delhi . Building 9 A.. South Block. Phase III. 14th Floor.Cargill India Pvt. DLF Cyber City. Gurgaon-122002 (Haryana) Tel: +91 124 2358939. Ltd. Ltd. 409 0489 Fax: +91 124 2358977 Registered office address Cargill India Pvt.411040 39 . Pune.110017 Tel: +91 114 6010389 Fax: +91 114 6010390 Pune office address 7th Floor.

“LITERATURE REVIEW” Customer behavior 40 .

Need to understand: • • • Why consumers make the purchases that they make? What factors influence consumer purchases? The changing factors in our society. • We are not doing favor by serving him – he is doing us a favor by giving us the opportunity to do so. • A customer is not someone to argue – nobody ever won an argument with customer. Why Consumer Behaviour?  Consumers don’t always act or react as the theory would suggest. It consists of the actions a person takes in purchasing and using products and services. • A customer is person who brings us his wants – it is our job to handle them profitably to him & to ourselves.  Consumer preferences are changing & becoming highly diversified.in person or by mail. So. Customer. seeking.Customer behavior: a broad term that covers both individual consumers who buy goods and services for their own use and organizational buyers who purchase business products. Buying Behavior: Are the decision processes and acts of people involved in buying and using products. • A customer is not dependent on us – we are dependent on him.Is used to represent situations where a product can’t be directly consumed. Consumer.Is used to represent situations where a product can be consumed.. including the mental and social processes that come before and after these actions. we can say that consumer behaviour is all about selecting. • A customer is the most important person ever in this office .. Consumer behavior: the process through which the ultimate buyer makes purchase decisions.. 41 . purchasing. using & disposing of goods & services. • A customer is not interruption of our work – he is purpose of it.

possibly in another department or another branch. These two groups can be further broken down: Internal Customers   People working in different departments People working in different branches External Customers      Individuals Individuals of different needs Individuals of different cultures Business people Groups Consumer Buying Behaviour 42 . personalities and lifestyles. An internal customer is someone who works for the organization. internal and external customers. Types of Customer Customers can be classified into two main groups. External customers are essentially the general public. Consumer research has vividly pointed out that consumers dislike using identical products and prefer differentiated product to reflect their special needs.  Meeting special needs of customer requires market segmentation.  Implementation of marketing concept.  Rapid introduction of new product with technological advancement.

They are qualitative rather than quantitative and build on sociological factors like cultural influences and family influences.Needs and Expectations Customers have needs and expectations that need to be observed by the organization. like a car getting from a person's place of departure to their destination. like car insurance being low. A need is something that the customer needs. Psychological models . A Model of Consumer Behavior • • • • • • • Who constitutes the market? What does market buy? Why does the market buy? Who participates in the buying? How does the market buy? When does the market buy? Where does the market buy? ( Occupants ) ( Objects ) ( Objectives ) ( Organization ) ( Operations ) ( Occasion ) ( Outlets ) Model of buyer behavior Marketing Stimuli Product Price Place Promotion Other Stimuli Economic Technological Political Cultural Process – 43 .These models concentrate on psychological processes such as motivation and need reduction.These are practical models used by marketers. Consumer behaviour models . An expectation is something that the customer won't necessarily get but they expect to get. In general there are three ways of analyzing consumer buying decisions:Economic models .These models are largely quantitative and are based on the assumptions of rationality and near perfect knowledge. The consumer is seen to maximize their utility. They typically blend both economic and psychological models.

Subcultures are subgroups within the larger or national culture with unique values. perceptions. attitudes and ways of doing things of a reasonably homogeneous set of people. beliefs. It can be related to occupation. beliefs. It comprises of relatively homogeneous & enduring divisions in a society which are hierarchically ordered & whose members share 44 . Culture: values. based on common life experiences. Cultural factors a) Culture is a whole set of values. A group of people who have approximately equal social position as viewed by others in society. & community participation where a person lives. ideas. A father owning the responsibility of getting his Daughter married in a well to do family. preferences. traditions. Indian Culture: Children feel the responsibility of taking care of aged parents. and attitudes. and tastes handed down from one generation to the next. Eg. b) Subculture: subgroup of culture with its own.Buyer characteristics Cultural Social Personnel Psychological Buyer’s decision process Problem recognition Information search Evaluation Purchase decision Post purchase decision Output – Buyer’s decision Product choice Brand choice Dealer choice Purchase timing Purchase amount A consumer buying behaviour is influenced by: 1. education. distinct modes of behavior.

g.similar values. racial groups. and recreation & career aspirations. W. Subculture influences food preferences. interests and behavior. and residence location etc. clothing choices. E. Cultures are not homogeneous entities with universal values. family background. interests and behaviour. income. geographical areas. II. furnishings. c) Social classes: groups whose rankings are determined by occupation. These are hierarchically ordered and its member shares similar values. a) Reference groups – Reference groups are people to whom an individual looks as a basis for self-appraisal or as a source of personal standards. leisure etc. Social factors. Reference groups: groups whose value structures and standards influence a person’s behavior. Requires two conditions: • The purchased product must be one that others can see and identify 45 . education. religious groups. Lloyd Warner identified Six classes: o Lower class o Upper-upper o Lower-upper o Upper-middle o Lower-middle o Working class Social classes show distinct product & brand preferences in many areas such as clothing. Caste-system in India Subcultures can differ by: Religion Place of residence o Nationality.

Create pressures for conformity-actual product/brand choice.buying organization in society and family members constitutes the most influential primary reference group. Personal Influence 1. it must stand out as something unusual. b) Social Role & Status: A person participates in many groups. Wife dominated. III. 3. clubs. a) Age & life cycle stage. The person’s position in each group can be defined in terms of roles and status. organizations etc.family. Influence a person’s attitude & self-concept. Primary group – Family. b) Occupation & Economic circumstances: Occupation also influences consumption patterns. . 1. widowhood. They also pays close attention to changing the life circumstances. friends. A role consists of the activities a person is expected to perform. remarriage and their effect on consumption. Marketers try to identify the occupational groups that have above average 46 . 4.• The purchased item must be conspicuous. 1.People buy different goods and services over a lifetime. neighbors. Each role carries a status.divorce. professional. 3. 2. Marketers often choose life-style groups as their target markets. 3. Secondary groups – Religious. Aspiration. Disassociate group. a brand or product that not everyone owns Reference groups influence in at least three ways. 2. Expose individual to new behavior & lifestyle 2. Husband dominated. c) Family – It is the most important consumer. Personnel factors. Equal.

emotional feeling & action tendencies toward some object or idea. interests & opinion. it is the interpretation of sensory data. c) Lifestyle-. Personality basically means a set of distinguishing human psychological traits that lead to relatively consistent & enduring responses to environmental stimuli. social class & occupation may lead quite different lifestyles.  Attitude describes person’s enduring favorable or uncomfortable cognitive evaluation.Pattern of living in the world as expressed in person’s activities. e) Self concept or self image—Marketers attempt to develop brand personalities that will attract consumers with the concept of self-concept (how he views himself). organizes & interprets information in order to make sense out of it. d) Beliefs & attitudes:  Belief is a descriptive thought that a person holds about something. c) Learning—It involves change in an individual behaviour arising from experiences.   Selective attention: Attracting consumers notice. It basically tells how we locate towards the things. IV. d) Personality—Each person has personality characteristics that influence his or her buying behaviour. People from the same subculture. b) Perception – Selects. Selective distortion: Tendency to twist information into personal meaning and interpret information in a way that will fit into customers pre conceptions. 47 . Psychological factors a) Motivation—The individual motivation is the most important factor involved in indicating & governing his or her behaviour in his/ her buying process.  Selective retention: It is all about storing the information in the memory of the consumers and recalling the message when consumer is in buying situation. A need becomes a motive when it is aroused to a sufficient level of intensity.interest in their products & services. Product choice is greatly affected by economic circumstances.

Pride. 10. how to buy or where to buy? Buyer – who makes actual purchase? Pr 48 Buyer . 9.. Desire for money. 5. Control & convenience. 1. 2. Buying motives: Motive is a need that stimulates the individual behaviour. Fear. 3. Vanity. Sex & romance. Health & physical well being. 8. what to buy. Fashion. Love & affection for others. 4. 7. 6. Factors influencing consumer buying behavior: Factors influenci buying b Buying decision process Buying roles – Initiator – who first suggest the idea of buying a particular product or service? Influencer – whose view or advice influence decision? Decider – who decides whether to buy. Possession.

examining. Dissonance – reducing Habitual buying buying behavior. friends. o Active information search.User – who consumes or uses the product or service? Types of buying behavior – High involvement Significant brand difference. Consumer information sources –  Personnel – Family. consumer rating organization. behavior Stages in the buying decision process – a. Sets involved in buying process  Total set – Awareness – Consideration – c.  Commercial – Advertising. Complex buying behavior Low involvement Variety – seeking buying behavior Few differences between brands. neighbors. b. Need recognition – o Internal or external stimuli. Evaluation of alternatives o Product attributes. acquaintance. 49 Choice – Decision. Information search – o Milder search – heightened attention. packaging.  Experimental – Handling. using product. .  Public – Mass media. dealers. salesperson.

Marketer’s strategy – o o o o o o Modify the product. 50 . Alter beliefs about the brand – DHL – Jumbo pack.o o o o Importance weights. o Attitudes of others. Shift buyer’s ideals. Post purchase behavior – Post purchase satisfaction – o Product expectation & perceived performance. e. Alter importance weights – Caption cook. o Perceived risk. Utility function. Post purchase actions – o Dissatisfied customer.  Take legal action to obtain redress. Brand beliefs or brand image. Purchase sub decisions – o Brand decision. d. Call attention to neglected attributes – Hamam.  Seek redress directly from business firm. o Timing decision. o Take some form of public action. o Payment method decision. Alter beliefs about the competitor’s brands. o Disappointed – Satisfied – Delighted. Purchase decision – Factors intervene between the purchase intention & purchase decision. Evaluation procedure. private or government agency. o Quantity decision.  Complain to business. o Takes some action – take no action. o Unanticipated situational factors. o Vendor decision.

Store it. e. b. Sell it. Limited Decision Making--Buying product occasionally. Get ride of it permanently a. when you need to obtain information about unfamiliar brand in a familiar product category.Post purchase use & disposal – 1. Use it to serve original purpose. b. c. Examples include soft drinks. Throw it away. The four type of consumer buying behavior are: 1. Give it away. b. 2. snack foods. need very little search and decision effort. c. frequently purchased low cost items. 2. perhaps. d. milk etc. Requires 51 . Trade it. To be sold or To be used Direct to consumer Through middle man To middle man 3. purchased almost automatically. Keep it a. Loan it. Get ride of it temporarily a. Routine Response/Programmed Behavior--Buying low involvement. Rent it. Convert it to serve a new purpose.

Examples include Clothes-know product class but not the brand. unfamiliar. Go through all six stages of the buying process. 52 . expensive and/or infrequently bought products. Extensive Decision-. 4. homes. High degree of economic/ performance/psychological risk.No conscious planning. Examples include cars.a moderate amount of time for information gathering. computers.Making/Complex high involvement. Spend a lot of time seeking information and deciding. education. Impulse buying-. 3.

B) The main objective of this project:  To study the consumer buying behaviour of Gemini oils in all the modern trade outlets in Pune. Pune.“Study on Consumer Buying Behaviour of Gemini oils in Modern Trade Outlets”. 53 .Title Objectives Scope of Study Significance of the Study A) Title:.

brand image in the market and regulatory in the supply etc has analyzed. The organization can utilize the information to formulate and present their market strategy according to the customer expectation. C) Scope of the study: The main purpose of the research is to understand the customer consumption. requirements of the consumer.  To find out the strength. desires. The study also includes various other aspects including taste and preference. This will give opportunities to researcher to get the brief idea about the study and the limitations in the research and they can try to cope up with those limitations. The various factors that can affect the purchasing decision like quality of the product. 54 .  To find awareness of the respondents regarding Gemini oils. weakness. wants. D) Significance of the study 1) Significance for the Industry A study of the industry plays an important role in recognizing the stand where the company lies in the market. This project helps in understanding how the customer takes the purchasing decision and what the factors that they have taken into considerations are.  To understand the customer satisfaction level of Gemini oils. threats of Gemini oils and to suggest ways to promote the sell.  To identify the hidden expectations of customers from the Gemini oils. opportunity.  To find out the new target customer for the Gemini oils. perception and attitude towards Gemini oils of Cargill. To recommend the various strategies and techniques to improve the sales volume of Gemini oils.

a study of industry contributes its significant role. 2) Significance to the Researcher Researcher prepares a questionnaire in order to find the responses from the consumer.  In order to understand the customer satisfaction level and the hidden expectations regarding Gemini oils.  For the accomplishment of the project  For suggesting new market strategies  In order to collect the feedback of the consumers. The questionnaires were designed on the primary objectives and were of both open ended and close ended. so that the company can rectify the errors made but them in order to give effective services.It also helps to determine the satisfaction level of the consumer.  To find out the new target customer for the Gemini oils  In order to study the consumer buying behaviour of Gemini oils  For the SWOT analysis of Gemini oils. 55 . Thus.

the conclusive research may develop new ideas.“RESEARCH METHODOLOGY” Marketing Research Marketing research is systematic problem analysis model building and fact finding for the purpose of important decision making and control in the marketing of goods and services. Exploratory research may define hypothesis that are then tested / verified by conclusive research but in the latter process. 56 . The research process can be said to be circular over a period of time. opportunities of new difficulties.

Types of data  Primary data  Secondary data 57 . scope & significance of the research. some information may be available without charge and some may acquire nominal expenditure. And some is reliable data and some is biased.  To prepare the research report. B) Data sources There may be different types of information and data. products and market requires specialized skills and sophisticated techniques.  To determine the sources of data. some is complete and some is incomplete.  To determine the suitable sample design and sampling size.  To determine the most suitable method of research. Marketing research has emerged as highly specialized functions of marketing management.With the ever increasing complexity of marketing and business activity. It is necessary for the researcher to know the kind of information which is usually employed in marketing research work and the types of sources from which it is generally collected. According to my research design.  To process and analyze the data.  To decide the objective.  To conduct the field survey for data collection. Today carrying out research relating to customers. Research Methodology A) Research design A research design is the specification of the methods and procedures for acquiring the information needed.  To decide the appropriate research instrument for data collection. marketing research has also increased complexity. some of the information may be published while some is unpublished. I have performed the following steps in the project.

Survey was found to be the most suitable method.Primary data Primary data is being collected during the course of asking questions by performing survey.  Data easier to compile and categorize. D) Research Instrument The various instruments available for collection are:Mail Interview Telephone interview Personal interview Questionnaire Method. Secondary data Secondary data are statistics not gathered for the immediate study but for some other purpose.  Analysis done on the basis of the listed question. cost and the like in the mind. 58 . It is the most widely used approach in data collection and is the most suited for descriptive research. either through questionnaire or through personal interviews.  One to one interaction with the customer. The reasons behind selecting direct survey were as follows: Provide large and faster coverage. Primary data is obtained through respondent. C) Research approach The research assignment under focus was aimed at gathering some valid information about the consumer buying behavior of Gemini oils in the modern trade outlets in Pune itself. They may be described as those data that have been compiled by some agency other than the users.  Low cost involved. Keeping important factors like time frame.

A questionnaire consists of a number of questions printed in a definite order on a form or a set of forms. This is a type of structured questionnaire. E) Sampling Plan The process of observation from the element of a large population may be expensive. Technical terms and vague expression capable of different interpretation should be avoided in a questionnaire. the respondents have to answer the questions on their own. A sample is a fraction of a subset of population through a valid statistical procedure so that it can be regarded as representative of the entire population. In this method a questionnaire is given to the person concerned to answer the questions. Questions may be dichotomous (Yes or No answer) multiple choices or open ended . By considering all the facts the Questionnaire was designed. It will be cheaper and quicker to collect information from a sample plan of the population. time consuming and difficult. Personal and intimate questions should be left to the end. To be successful the questionnaire should be comparatively short and simple. It is being adapted by private and public organizations and even by Government. Questions should proceed in logical sequence moving from easy to more difficult questions.In making research carefully chosen questions and their forms working and sequence is important.Questionnaire This method of data collection is quite popular particularly in Case of big enquires. The valid statistical procedure of drawing sample from the population is called sampling. 59 .  Since all the questions are formulated in advance all the required information can be obtained in an orderly and systematic manner  It offers maximum control over the interviewing process. The questionnaire method offers various advantages such as: It is cheaper and faster method of primary data collection.

But it is not feasible to survey entire target population. This research is related to the individual customer segment. objectives and time available.(Who is to be surveyed) It gives the target population that will be sampled.  Sample Size: (How many people to be surveyed) Large sample gives reliable results than small sample.  Sampling Technique The study included face to face interviews with the samples as described. The interview method of collecting data involves presentation of oral and verbal stimuli and replying terms of oral verbal responses. It is the first stage in developing any sample design to define the set of objects. The procedure of sampling adopted during the course of project was simple random sampling. Sampling Units :. Thus the target respondents were: . It is necessary to opt for this method as the study demands qualitative analysis as well which can best be obtained by face to face interviews. 60 . For this research various Gemini oils user were the target respondents. this project maintained sample size of 100 respondents. Being aware of the time and cost constraints. The responses of the respondents where recorded in the questionnaire prepared for them through questionnaires with oral interpretation.  Sampling Area The primary data was collected through survey that was systematically carried in Modern Trade Outlets in Pune. In this project considering the sample size.Customers of Gemini oils in Modern Trade Outlets. A decision has to taken concerning of sampling unit before selecting sample. Once the sampling plan has been determined the market research must decide how the subject should be contacted. personal interview as contact method have been used.

Non-Probability Sampling In non-. The main benefit of simple random sampling is that it guarantees that a sample chosen is representative of a population. F) Types of Research. There are various advantages of simple random samplinga) It gives each element in the population an equal probability of getting into the sample and all choices are independent of one another.There are basically 2 types of Sampling technique- 1. sample consists of “n” objects and all possible samples of “n” objects are equally likely to occur. Probability Sampling A probability sampling method is any method of sampling that utilizes some form of random selection. It ensures that the statically conclusions will be true.(Exploratory/Descriptive/Experimental Research) 61 . The research design used in the project includes probability sampling and the type of method used is simple random sampling. Indeed. since the researcher relies on his/her experience and judgment. it must set up some process or procedure that assures that the different units in your population have equal probabilities of being chosen. Simple random sampling refers to a sampling method in which population consists of “n” objects. the sample is selected in such a way that the chance of being selected of each unit within the population or universe is unknown. b) It gives each possible sample combinations an equal probability of being chosen. 2. the selection of the subjects is arbitrary or subjective. In order to have a random selection method.

Inbuilt flexibility in research design is needed because the research problem. broadly defined initially is transformed into one with more precise meaning in exploratory studies.  Descriptive research: Descriptive research studies are those studies which are concerned with describing the characteristics of a particular individual. Such studies require procedures that will not only reduce bias and increase the reliability. 62 . Thus. The main purpose of such studies is that of formulating a problem for more precise investigation or of developing the working hypotheses from an operation point of view. Exploratory research: Exploratory research is also termed as formulate research studies. whereas diagnostic research studies determine the frequency with which something occur or its association with something else.  Experimental research: Hypotheses testing research studies (generally known as experimental studies) are those where the researcher tests the hypotheses of casual relationship between variables. which fact may necessitate changes in the research procedure for gathering relevant data. or of a group. The studies concerning whether certain variables are associated are examples of diagnostic research studies. The major emphasis in such studies is on the discovery of ideas and insights. Usually experiments meet this requirement. the type of research used in the above study is a kind of Descriptive Research. As such the research design appropriate for such studies must be flexible enough to provide opportunity for considering different aspects of a problem under study. but will permit drawing inferences about casualty.

“ LIMITATIONS” Limitations Every work has some limitations. In this project. These are extent to which the process should not exceed. Less availability of information about the company and the where about. 63 . 2. following limitations can be considered:1. Sometimes people behave artificially and it leads to faulty conclusions.

Though the advertisement has been launched recently it would take time to stabilize in the memory of consumers. The study has been done by taking and keeping all the limitations in mind. 11. People i. 4. 6.e. As understanding and analyzing the consumer purchasing pattern in this span of time was a big task to accomplish. the customers were having the less information about the company various product. 5. 10. The sample size being taken for drawing a conclusion was too small to get an accurate result. 9. In a rapidly changing industry. Lack of visibility of the brand in terms of the proper knowledge about the quality of the product which affects the purchasing activity of the customer. I was having the time limitation which was fixed by the company itself. The survey has been done in Pune and thus the psychological condition of other parts may differ from rest. Some of the assumptions made while doing this project are given below 64 . During the survey I found that consumers were not interested to answer the questions that were given to them. Some respondents were reluctant to divulge personal information which can affect the validity of all responses. The environmental changes are vital to be considered in order to assimilate the findings. 8. All the above mentioned statements are the limitations of this project.3. 7. analysis on one day or in one segment can change very quickly. The project is completed in the given period of time. Sometimes a language barrier was there while talking with the customers. The research is confined to modern trade outlets of Pune and does not necessarily shows a pattern applicable to all of Country.

65 . 2) The information given by the customer was unbiased.1) It has been assumed that sample of about 100 customers represents the whole of the population.

Consumers scheme: Launching consumer’s scheme could be another way of increasing sales like Dalda sale went up because of the scheme of free bowl so similarly we can come up with other schemes like scratch card.“RECOMMENDATIO NS” RECOMMENDATIONS These were the following recommendations which were given to the company. or a free cook-book etc. These are as follows:- 1. 66 .

then consumers will definitely ask for Gemini oils and not go for any other brand. 5 Product Bundling: To make people aware about other not so popular oil of Gemini. Awareness: Making the costumers aware about the harmful effects of using cheap low quality oils and highlighting health benefits of branded oils. In order to make people aware about the product.  Leader bundling – a leader product like Soyabean oil is offered for discount if purchased with a non leader product. 67 .  The Company should also introduce new affordable products for lower segment group. Overall customers are having delightful experience and the remaining can be cover being more accountable to their grievances. 6. Media marketing: This includes ads on TV aired at prime time shows. 4.TV Commercial is the most important way to make the people aware about Cargill products. . Tie up with certain cookery programmers’ and the cook shown cooking dishes with Gemini oils. 3. we can do Joint bundling – 2 products offered for one bundled price. Product Positioning: Starting the Advertisement for Gemini oils with much focus on its ingredients & its benefit for a human being.2. creative promotional campaigns. Packaging: Packing of the product is as important as the product itself. some stalls should be conducted. This way we can capture the market of Saffola which is recommended for heart patients.

7. If we can provide a CARRY BAG on the same packing the above problem can be solved up to an extent. Pricing: Organization should make sincere pricing for their core product because pricing is a very critical and sensitive issue while launching any product or inducing more future in existing product in such a highly competitive market. 68 . Some of the customer has got this this type of problem which was making them reluctant to keep the Product. These corners are relatively weak and once they get a hit it starts leaking. This problem is with every variants of Gemini.

so the company must go for heavy promotion schemes. campaign and they also have to strengthen their channels of communication with customer needs. Relationship Building: Company should see to it that sales men are paying frequent visits at the modern trade outlets.8. 9. The customers are not still not aware of the range of products. They should try to meet the requirement of the customers and the promoter must try to build a healthy relationship with them. Channel of Distribution: The company should improve their channel of distribution. 10. so that the problem or the question of availability does not arise. 69 . Promotion: Organization should spend more in the process of advertisements. promotion.

Cargill should concentrate much on the quality as non-quality oil products can harm human life. Company can also improve a lot in both the areas of market share and awareness level if it follows the right path consistently. 70 . be competitive in the prices and the quality standards. so that people can have the product knowledge and choose the product according to their suitability.“CONCLUSION” CONCLUSION FMCG is one of the fastest moving industries. company has to create right kind of brand and product awareness.

rebates to the dealers to take edge on our competitors. Cultural developments 71 . Positioning and creation of a brand is becoming more and more important to companies as they try and reach out to customers. Although the findings suggest overcoming some missing links by taking into account the response provided by the existing customer base. Suggestion for which are recommended in the project report. As competition becomes harder for nearly all companies and organizations it is becoming more and more important to have that “little extra” that something makes you different from your competitors. hence for an effecting marketing and increasing sale it is very important to identify the customer’s need for which a study of consumer behaviour is very important aspect. Consumer behaviour can be defined as an activity focused on the purchasing. dealers and give some more attractive schemes.The main thing is to create more awareness of a Cargill product in customer. Consumer behaviour upon oil products can be influenced by various factors and elements. Company needs to put little more efforts to spread the awareness of the quality oil products and to make customers understand how non-quality oil products can harm a human life. Cargill products have shown a tremendous progress in the field of oil industry and in the future the company should maintain a good relationship with the existing customers by satisfying their needs and wants. consuming and using of the products by making decisions before and after purchasing. In today’s scenario customer is the king and leaving behind the concept of “Customer Satisfaction” the level gas rose to the concept “Customer Delight”. Health care ministry should conduct oil and its ingredients inspection and should take effective steps to stop the sale of non-quality products and it should also look that people go through quality products.

attitudes and perception toward oil products. it can be assumed that customers are products of their culture and their social groupings. the influence of demographic factors like gender. while assuring consumers of quality through their brands. education. 72 . Hence standing out as a different brand name in the market requires a good marketing strategy of brand building through various penetration levels in the market and working on the customer relationship management. Market of edible oils in India is captured by various companies and their brand products are well known across the country. family-size etc on consumer behaviour and purchasing pattern was obvious and concluded. Meanwhile. focus should not be just on the premium oils catering to the highly-conscious market segment instead companies should also offer a range of oils at different price points. However.can be mentioned as one of the most important and effective factors influencing behaviour of the consumer. income. age. Since the way prices are fluctuating these days.

com 73 .cargill.ghallabhansali.google.“BIBLIOGRAPHY” BIBLIOGRAPHY WEBSITES REFERRED:1) www.com 4) www.bestindiansites.com 2) www.com 3) www.

hemonline. Outlook.com BOOKS REFERRED:-.naukrihub.5) www. 74 .com 7) www.com 9) www. Business World 2) Journals published by Cargill.financialexpress.chillibreeze. 1) Magazines : Frontline.com 6) www.fundoodata.com 10) www.wikipedia.com 8) www.

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