SIP Report Ajay Mishra

Savitribai Phule Pune University, Pune
CHAPTER: 01
Project Introduction
Introduction
The market strategy is very simple conceptually. It begins with an analysis of the target
market. Which includes the company, conditions, competitor’s and consumers.
Analyzes customer satisfaction as a result of the final phase of the results of the
company’s product positioning and strategy.
MANGO, the word itself keeps us tempting. With the onset of summer season, children
start demanding rips and juicy mangoes. Not only children but everyone likes the taste
of mangoes. Some people know that about 180 varieties of mangoes are produced in
south Gujarat. Although only Hafooz and kesar are popular among them. Malgobo,
Gadhemal, Sonpari, Mallika, Miya and Neelphanso are not only fascinating names, but
these mangoes taste equally great too.
There is a distinct sub-tropical in south Gujarat. Mango plants are very good in such an
environment. The area has heavy black cotton soil which is suitable for this crop. Here
is the reason why you are getting many varieties of mangoes here.
Recently the form had developed four hybrid varieties named Neelphanso, a hybrid of
Nilam and Alphonso, Nileshan Gujarat, Nileshwari and Sonpari. Of these, Sonpuri has
become very popular among local farmers. The tasty of Sonpuri is almost one and a
half times larger than the Valsadi, similar to Alphonso. Alphonso and trees have disease
resistance and crops can be taken every year.
Mango farming is the main fruit crop cultivation of India and is considered to be the
king in India. Mango has a delicious taste and is delicious fruit. Fascinating scent. Apart
from this, mango is full of high vitamin A and vitamin C due to which good demand of
the market is all around the year. It is a good idea to start a business tree and growing
it. Because mango tree is hardy in nature and require relatively less maintenance as
compared to cultivation of other fruit trees. Scientifically mango is known as Magifera
India which is a type of fruit plant and delicious fruit.
SSR IMR Page 1 of 41

Mango can be used stage for its growth. Like you can use mango for this preparation
of pickles, juices, chutneys, ets. when immature or not ripe and after cooking mango
fruits can be used in the preparation of numbers like products like jams, jellies, syrups,
nectar etc. that is why there is no mango product. Every mango kernel is also to use to
make soap because it contains about 10 % quality fat.
The perception of a good quality mango in the group customers desired to purchase
good quality mangoes varies widely among participants in terms of its defining
characteristics. Focus participants discussed various features they considered important
in purchasing mangoes. All in one GDS, most of the participants considered price,
freshness, sweet taste, spotless as the most important, and spotless skin in purchasing
mango. Some other characteristics were also considered important but differ in different
focus groups. Participants must use good quality mangoes and express their willingness
to pay extra for this.
Brand preference represents a fundamental step in explaining consumer choices.

Despite some studies exploring how brand brand preference is created and changed,
most of them focus on examining factors from the perspective of customer behavior or
from the perspective of advertising.
Team consumer this was usually a reference to someone who regularly buys from a
particular store or company. It states that consumers make potential purchases offered
for sale.

Mango Plant Characteristics:
Figure 1.1. Mango plant
Source: Internet
➢ Mango trees are evergreen and live for over 100 years and develop a large tank
of thirst over 4 m. the tree attains a maximum height of 15 to 30 meters. Trees
have branches and an umbrella is constructed based on their methods.
➢ The leaves of the tree are simple with petioles of 1 to 12 cm in length. The leaves
are oblique and the leaf tip is either long or oblique. The leaves are initially light
green, tan brown, purple and finally darker.
➢ The size and taste of the fruit varies for different varieties. Each fruit weights
about 50 grams to 2 KG. the fruit is dark green at the time of growth but turns
light green or yellow on ripening.

Varieties of Mango:
There are about 1000 varieties of mangoes in the world, most of them are cultivated in
India. India produces about 15.14 million tons of mangoes every year. Gujarat has 13
lakh tons of mango produces. Which contributes about 7% to the total lot.
Figure 1.2. Verities of Mangoes
Source: Internet
The most famous types of mango in Gujarat-
➢ Alphonso
➢ Kesar
➢ Rajapuri
➢ Totapuri
➢ Dasheri
➢ Langra
➢ Neelam
➢ Badami
➢ Jamadar
➢ Vanraj

Benefits of Mango:
Mango found in every corner of the world are not only tasty and tasty but also have
high nutritional value. Its consumption keeps us away from many diseases.
However below is a list of some of the health benefits of eating mango that learn all the
uses of mango fruit.
1. Regular use of mango helps to maintain blood pressure. Diabetes is a common

problem.
2. It also protects against many diseases like cancer.
3. Whether Mango is good for weight loss, regular use the mango helps in weight
gain because mango tree is fat free.
4. The benefit of eating mangoes at night is that health is made and eyesight.
5. The enzymes present in mangoes digest our food easily. At some time keep
away from the problem of gas.
Consuming mango before half an hour in a work session is considered to be the best
time to eat mango as mango is a fruit and makes you feel happy and healthy.

CHAPTER: 02
Industry Profile
The South Gujarat region, some people know that mangoes of around 180 varieties are
produced in South Gujarat, though only Valsaadi Hafuz and Saffron are popular among
them. Garmal, Malgobi, SOnpuri, Mallika, Mia and Nilphonso are not only attraction
names, but the taste of these mangoes is equally spectacular.
South Gujarat has a distinct sub-tropical climate and mango plants grow best in such
environments. Where there is heavy black soil in the area, which is suitable for harvest.
This is the reason why varieties of mangoes.
Recently, the farm had developed four hybrid varieties called Nilpanso, a hybrid of
nymphas and alphonso and Nileshan Gujarat, Nileshwari and Sonpuri.
Of these, Sonpuri became very popular among local farmers. Sonpuri tastes like
alphonso, the fruit is one a half time larger than Valsadi alphonso, and the trees and
disease resistant and can be harvested at home every year. (2018-19) Total production
mango 1250.2 thousand matric tones in South Gujarat.
In Navsari, South Gujrat, about 5,000 quintal mangoes have started arriving in the
market of Agriculture Produce Minister’s Committee. According to market sources, the
arrival was delayed by several day due to unseasonal winters last years and unseasonal
rains during the last few months in the state, which has damaged the crop of varieties
like Saffron, Alphonso and Rajapuri. Notably, the storms and unseasonal rains last
month caused widespread damage to mango crops in Tala and Saurashtra region.
However, experts said that the damage to the mango crop in South Gujarat was minimal
and no area was washed away by erratic rains. According to traders in the market,
mango production is likely to be lower compared to lower compared to last year due to
unseasonal rains and adverse climatic conditions. However, forecasting production data
will be quicker to predict, he says. What the traders say is that the ban on the export of
Indian mangoes to European countries may reduce rates, but low price of mangoes in
the coming days.

Currently, alphonso is being sold for Rs 400-750 per 20 Kg, Rs 465-10,55 for Saffron
and Rs 425-760 for lame prices may decline after arrival.
MARKETING MIX OF MANGO:
Mangos marketing mix analyzes the brand / company covering 4ps (product, price,
place, promotion) and explains Mango marketing strategy. By 2020, there are several
product strategies such as product / service innovation, marketing investment, customer
experience etc. that helped the brand grow.
Marketing strategy helps companies achieves business goals and objectives and
marketing mix (4ps) is the widely used framework to define the strategies. This article
elaborates the product, price, advertising and distribution strategy used by mango fruit.
Figure 2.1. Marketing Mix 4Ps
Mango Product Strategy Mango Pricing Strategy
MARKETING MIX
OF MANGO
BUSINESS
Mango Place & Distribution Mango Promotion &

Strategy Advertising Strategy
Source: Self developed

1. Mango product Strategy:
Customers always aim to get maximum satisfaction from those products or services that
they buy. Whether or not an organization provides quality services will depend on
customer feedback on customer satisfaction that they derive from using the products,
as a higher level of quality leads to higher levels of customer satisfaction.
Band awareness is the extent to which a brand is recognized by potential customers and
is correctly associated with a particular product. Commonly expressed as a percentage
of the target market. Brand awareness is the introduction of the initial months or years
of products.
2. Mango pricing Strategy:
Special Event pricing: 10% discount on consumer purchases above 20 kg. this offer
valid for 2 days only.
3. Mango Place & Distribution strategy:
The success of any wholesale or retail store depends on three reasons - Location,
Location and Location. If we normally store this store in a traffic area during the Mango
then our business will be very good and all types of customers can easily reach our store
or shop.
4. Mango Advertising & Promotion Strategy:

❖ Advertising:
Advertising effectiveness is related to how well the advertising company completes the
sermon. Smaller companies use many different figures or metrics that measure the
effectiveness of advertising, but some advertising objectives can be realized almost
immediately.

This is a form print advertisement in a newspaper. The advertisement will initially aim
to educate the consumer about the mango fruit as a brand. An effective communication
in the form of “Big Store Big Saving” and comparing the price of different consumer
products to the prices of mango fruit Business to Business market. Mango fruit
newspaper advertisements will be launched just before the launch of a new scheme.
❖ Promotion:
Coupons: To boost sales, buyers on mango fruits will be offered various discount
coupons such as “discount 5 buy 1 free”, discount coupons on bulk purchases. Such a
move will help in increasing consumer sales towards mangoes. At the same time,
coupons can be published in advertisements in local newspapers, which can be
sprinkled on these purchases get to the store and make purchases.
Gift Vouchers: Mango offers gift vouchers of various denominations to gift to its valued
customer or is not available to gift to a loved one, so that they can redeem it in their
desired shopping product.

CHAPTER: 03
LITERATURE REVIEW
A) (Bader, July 2016)

It has been discussed that mango is a popular fruit. Both fresh and cultivated,
consumers were relieved of its taste, taste, freshness, and impurity and blemish.
Consumers expressed concern about high mango prices, not being available
safely. Government made mangoes, retail consignors and ineffective rules that
businesses in common value chains did not pay enough. Many of which will
require own upgrades. The study also suggested that the government should
ensure that those concerns related to consumer food safety are adequately
addressed by relevant institutions and organizations. Over time, the planted
area, mango production and exports have increased significantly. Growth yet
the industry’s performance is for below world standards. A wide range of
production, postharvest and marketing inefficiencies have been attributed to
this. There is also evidence of overall sub-optimal performance of the series’
actors but common issues. At the same time, fertilizer is also increasing
consumer consciousness of quality, safety and hygiene issues. The standard of
living has been changed due to the increase in mangos, urbanization and
globalization.
The first topic of FGDs was the consumption preferences of the general
consumer. Under this theme, consumers expressed their choice, consumption,
of the man of choice. The FGDs clearly traced the popularity of all sections of
society. Words like “king of fruit” were the favourite of all that the consumer
preferred to use, other reasons for liking mango included health and also
explained other benefits of mango that the consumer liked which consumers
than mango can buy. Participants in all focus groups described mango as a
multipurpose fruit. Can be consumed in both fresh and processed forms.
Although consumption of fresh mangoes is considered. Consumers mainly liked

milkeshakes and pickles. The participants described it as the best and the most
delicious. Apart from these two varieties due to their taste, aroma and easy easy
availability, the participants also liked the Sinduri and Dasehri varieties. Dasehri
has been reported for most consumption.
When you buy, consumers not only consider price, freshness, scarcity and also
consider sweet taste and also related to taste and marketing. This shows a
change in the behavior of consumers who try to find out. Although the
apprehensions remain about the quality and prices of fruits sold in modern stores
and supermarkets, these apprehensions should be addressed through these
retailers. Improvement practices and more competitive pricing.
B) (Bung)
India is the largest producer of mangoes in the world. The world contributes
46% of the total production. In fact, “alphonso” fruit is the world’s south after.
All are popular as the king of fruit. Mango is used in domestic use. The common
tenants of India are facing serious challenges including. Poor profitability of
very small land holding, lack of non-infrastructure, danger of availability of
transplanting due to heavy crop loss of middle men, lack of support by
concerned nodal bodies, lack of cooperative effort, leading to negative growth
rate of forming. The Indian fruit processing sector is undoubtedly a potential
area. The Government of India has taken a lot of initiatives and policy decisions
for commercialization of agriculture with special importance on high-tech
horticulture to develop the fruit processing preservation and packaging sectors
to their full potential. The fruit processing sector is rapidly transforming into a
high-volume profit-making industry.
The brevity of Indian producers is the source of all the problems that prevent
that industry from flourishing to its desired levels. Being small means profit
economies and economies the only solution to this problem is to speed up the
cooperative movement among producers, growers must come forward, form
themselves and cooperatives and run them successfully. The fields are not

managed professionally and there was no concrete investment in the gardens.

This is the reason, many times spoil with old trees and the product is reduced
significantly. Lack of cooperation among the farming community is a serious
bottleneck. Which prevents this industry from reclaiming the benefits of
economies of scale and high value addition. It is possible to build the necessary
infrastructure such as well-developed nurseries, laboratories, storage facilities
including cold storage, facilities and packaging facilities, marketing and sales
networks etc. harvesting at the right time, proper grading, proper storage.
C) In Pakistan, per capital growth has increased in recent decades due to urban
lifestyle, education. Disposables arrived, and food retail modernization
consumers displayed increasing demand for fresh fruits. This has created
consumer science and the need for scholars to deal with problem. In this paper
we mean the way in which the consumer experiences quality and residence in
Pakistan. Priority to pay price premium for fresh fruits like mango. It is well
reported that among locally produced fresh fruits in Pakistan, mango has a
condition. Due to its notoriety, the consumption of mango in Pakistan is still
from the depths. In the summer season, consumes 90-95% locally. Like there is
interest in both public and private sectors. Increasing investment can also boost
the rural economy.
The marketing concept focuses on the changing needs and wants of customers,
becoming critical to achieving the continued success of the market. From a
consumer perspective, a concern for quality is the most important strategic
priority in fresh produce. Agricultural food companies have to face. Pakistan is
the fourth largest producer of mangoes in the world. Competes with India. This
means a lot for supermarket retailers and their suppliers. Trust and security
issues have been identified as important factors affecting consumers. Members
of this series and members of the governments NGO. There is interest in
investing in it. Of interest in this paper is the finding that aroma has little
structural weight.

D) (1Nashwan Mohammed abdullah Saif, 2016)

Business marketing is an important and important component for the global
market. Marketing strategies can vary from country to country, brand to brand,
and organization to organization. The marketing department inside a business
must take into account all the various marketing mix policies that can affect the
comprehensive results and cumulative firm’s symmetry. When launching a
product in foreign markets, companies may use the traditional marketing mix or
force adopt the existing marketing mix. To satisfy the country that they are
carrying out their business activities, the link b/w standardization/ adaptation
and company performance is company performance is complex and likely
influenced by others.
Company performance is one of the most important aspects when a assessing

the suitability of certain strategies. However, the results of scientific research
work analyzing the strong, noted links to the importance of international
marketing strategy for company performance is contradictory. Marketing
strategy is an important driving force the success of many organizations not
only by a well-developed marketing strategy, where, when and how the firm
will compete, while also by their ability to execute the chosen marketing
strategy decision options appropriate and effective work marketing strategies
are needed to properly of limited available resources through the firm’s
marketing capabilities in pursuit of disadvantaged goals and objectives. These
marketing strategies can be strategies or contingent or improvisational policies
towards the firm’s performance. Well-defined strategic marketing objectives
are important features of a marketing strategy in which managers must decide
what the objectives and priorities of the firm are. Translate this object and set it
in the perspective of the form. The value proposition is also an important feature
of the distribution strategy because it is responsible for the selection of specific
product and or service offerings to be delivered to the target market with the
objective of expectations. The decision around the original offer is therefore an
excuse for offering pricing. Therefore, this decision of marketing strategy
content determines which specific resources and capabilities need to be

combined and changed. Similar critical time considerations can often influence
other marketing strategy content decisions.
Marketing strategy is an essential part of conducting business operations as it

directly affects the performance and outcome of the firm’s performance. As one
relationship of the marketing plan affects all others, the coordination of business
projects is important to minimize disruption. From the perspective of the
program, marketing strategy standardization / optimization is important in that
it can differentiate marketing mix elements to standardize or optimize in the
international market. Product appearance in line with market requirements, the
function of product products should meet the needs of customers identified
through Azar research. Catering to seasonal fluctuations globally, a product can
be redone as part of a longer-term plan to become more acceptable to a group
of consumers.
E) (Kayier Guien Chay1, 2019)

According to this paper, fruit crops play an important role in national fertilizer
security of people around the world. They are usually tasty and highly
nutritious. Primarily vitamins and minerals that can balance a grain-based diet.
Fruits supply row materials for local industries. Information effects on
marketing production and marketing constraints were also seen from various
sources. Finally, it was argued that market conduct and performance was work
due to traditional producer practices and description constraints. Therefore,
modern mango products should create awareness about effective. Convenience
should be established on the marketing system of mangoes so as to reduce costs.
Studies by James at al indicated that the study of the fruit value chain Ethiopia
is underdeveloped level forming, harvesting and subsequent handling
techniques that limit the quality of fruits. Mango is native to South Asia from
where it was distributed worldwide to become one of the most cultivated fruits
in the tropics. Fruits in the tropics. More than 85 countries of the world cultivate
mangoes. According to this report, in which mango production in Ethiopia does
not fluctuate due to diseases and lack of proper management, the report states

that in addition to the improved variety of cultivars, the development of fruit

production especially in the north and south west of Ethiopia the production of
grafted sending Pilate learning gels in India was severely hampered, especially
by lack of knowledge and skills. Well, the absence of a good marketing system
that can benefit or attract producers. The tendency to transfer cash-producing
crops to other parts of the country is also most common. It is common in
Ethiopians that the majority of mango growers sell their growers to the nearby
local market. Most of the time, common products sell their produce to
consumers and sometimes to retailers because of market fluctuations. This
situation increases the supply at that time and reduces the price less than the
supply and as a result the farmers are obliged to sell their produce in the local
market. The most cited attributions from this include the lack of market-oriented
production that is highly attributable to excessive margins due to expensive
transportation, the absence of fruit and market regulations and laws and its
description activity is primarily attributed to the skills of poor actors. There is
also a need to focus on marketing of fruits in fruit development plan of current
or future fruits.

CHAPTER: 04
RESEARCH METHODOLOGY
4.1 Statement of the problem:
Farmers have to cultivate and earn profit. Financial constraints and lack of adequate
infrastructure for marketing of mangoes are some of problem areas. There is a need to
find out more about consumers’ choice and usage in their daily lives.
4.2 Objectives of the study:
The Study has been conducted in the region of South Gujarat with the following
objectives:
❖ To study the marketing strategies adopted by the mango farming businesses

❖ To analyze the consumer preferences towards purchase of mangoes
4.3 Introduction:
Researcher has conducted the research in the field of “Marketing” with the topic “A
study on marketing strategies adopted by the Mango farming businesses and respective
consumer preferences in the region of South Gujarat” Introduction the hallmark of this
study is to understand the research methodology used to establish the framework of
evaluation and design. Techniques and concepts were used during print research to
arrive at conclusions, which along with logical deduction towards analysis and results
is dealt.
4.4 Research methodology:
A research methodology is a method of systematically solving a research problem.

Solving in research methodology studies the various stages that ae equally adopted by
the researcher in studying the logic behind them as well as their research problem.

Common language refers to the pursuit of knowledge. Information is the lifetime of

managerial decision making. The purpose of the methodology section describes the
research process.
This section covers research design, data collection methods, the sampling procedures
and analyst procedures.
Research Methodology includes:
➢ Research Design
➢ Sample Design
➢ Data Collection
➢ Data Analysis
4.5 Research Design & Methodology:
Research Design: A research design is the over plan or program of research. A plan
that outlines that outlines how to collect information for assessment and evaluation,
including identifying the methods of collecting data, the tools used and how the
information will be organized and analyzed.
Figure. 4.1 Research Design
Types of Research Design
Exploratory Research Descriptive Research
1) Exploratory Research Design: This design is used to investigate a problem

that is not clearly defined. This is conducted to have a better understanding of
the current problem but will not provide a decisive magnitude.

2) Descriptive Research Design: its design is also known as statistical research.

Describes characteristics about the population or event that is being studied.
Descriptive research answers the questions of who, what, where, and how?
4.6 Research Design
Figure. 4.2 Research Design
Research Design
Exploratory Research Design & Descriptive Research Design
Sampling Technique
Convenience Sampling
Sampling Unit
Consumers of South Gujarat
Sample Size
135
Research period
60 Day (8 Weeks)
No. of Questions
13
Data Collection Methods

Survey Method
Research Instrument
Primary- Questionnaire, Secondary- Article, Journal, Websites
Analytical Tool- MS Excel, Percentage Method.

Analysis Presented by Table, Bar Graph, Pie-Chart.
Pie Chart is calculated with the formula - (Given Data/Total value of Data) × 360°
and presented as percentage share of responses

4.7 Data Collection:
Two types of data are required for research. Secondary data and primary data. The
primary data has been extensively used for the study, the questionnaire has been
prepared and reviewed. Enables to evaluate results and make predictions about future
trends.
Figure. 4.3 Data Collection
Types of Data Collection
Primary Data Secondary Data
1) Primary Data Collection Methods:
The primary Data is that Data which is collected fresh or first hand, and also first time
which is original in nature. As the data is primed, it is more reliable and rudimentary
and predetermined preaching can be fulfilled by it. Primary data can be collected
through like Questionnaire etc. to support the secondary data.
2) Secondary Data Collection Methods:
Secondary Data are data that is already stored and stored. Secondary data can be
collected from past records, company annual reports, articles, journals etc. secondary
data, unlike primary data, will save time, money, money, efforts to collect data and is
also made available through Economic Time, Trade magazine.
In this SIP project, the researcher collected data from secondary sources such as
paragraphs from the website, reviewed the organization’s websites and reviewed some
books to provide the basis for the project.

4.8 Research Process:
Figure. 4.4 Research Process
Identifying the Research Topic
Literature Review
Estabishing the Objectives
Preparing Research Design & Methodology
Sampling
Data collection
Data Analysis
Generalization & Interpretation
Findings, Suggestions & Conclusions
Preparation of Report

4.9. Scope of the study
➢ The scope of study is limited to the respondents selected from in the South
Gujarat.
➢ The study attract new consumers and retain profitable consumers.
4.10. Limitations of the study:
➢ A 60 days (8weeks) time period was challenging for the researcher to gather
inferences still efforts were made to reach to conclusion of the study.
➢ Researcher sent questionnaires to 170 potential respondents for an online
survey, of which 135 were answered by respondents.
➢ Measurement of marketing strategies is a complex subject that uses a non-
objective method and may not reliable.

CHAPTER: 05
DATA ANALYSIS & INTERPRETATION
The researcher has attempted analysis according to the objectives set for the study.
Objective -1 To study the marketing strategies adopted by the mango farming

businesses
In previous sections, the researcher has talked about different types of situation
and strategies. That is, the market strategy is very simple conceptually. It begins
with an analysis of the target market which includes the company, conditions,
competitors, and consumers. Analyzes customer satisfaction as a result of the
final stages of the company’s product positioning and strategy results.
Marketing strategy helps companies achieve business goals and objectives and
the marketing mix (4Ps) is a widely used framework for defining strategies. This
article elaborates the product, price, advertising and distribution strategy used
by mango fruit. Analysis of market conditions and target market segments is
included. Some companies find their position strategy election very easy.
Especially when they have already established their quality reputations.
Mangoes marketing mix analyzes brands and companies covering 4ps,
(product, Price, place, promotion) and outlines mango marketing strategies that
are critical to developing a business. There are product strategies such as
product, service innovation, marketing investment, customer experience etc.
that help to grow the business.

Objective – 1: To study the marketing strategies adopted by the mango farming

businesses
Objective – 2: To analyze the consumer preferences towards purchase of mangoes
Both the Objectives have been attempted through the analysis
5.1 Gender
Table. 5.1
Particulars No. of Respondents Percentage
Male 71 53%
Female 64 47%
Total 135 100%
Figure. 5.1
Gender
Male
Female
47%
53%
Sources: Primary data Collection

Interpretation:
Gender: Out of 135 responders, 53% were males and 47% were Females (Table
5.1).

5.2 Age (yrs.)
Table. 5.2
18 – 25 85 63%
26 – 35 32 24%
36 & more 18 13%
Total 135 100%
Figure. 5.2
Age (yrs.)
13%
18 - 25
24% 26 - 35
63%
Interpretation:
Age: Out of response 135, Majority of the responders were of under the age
group of 18 – 25 (63%). Table (5.2.)

5.3 No. of Members in Family
Table. 5.3
No. of Members No. of Respondents Percentage
1–3 14 10%
4–6 68 51%
More than 6 53 39%
Total 135 100%
Figure. 5.3
No. of Members in Family
10%
1 to 3
39%
51%

Interpretation:
No. of Members in Family: The analysis reveals that the maximum number of
respondents has the family strength in between the 4 – 6 Members in their
family i.e. 51%, while 10% of respondents are of having the family members of
1 – 3. (Table 5.3.)

5.4 Occupation
Table. 5.4
Student 85 63%
Service 15 11%
Business 19 14%
Unemployed 16 12%
Total 135 100%
Figure. 5.4
Occupation
12%
Student
14%
Service
Business
11% 63%
Unemployed

Interpretation:
Occupation: The analysis stated that the majority of the responders were
students i.e. 85 out of 135, which is almost 63% of the total responders. Very
few responders were service 11%, while 12% of respondents are of the
unemployed & 14% of the respondents are of business section. (Table 5.4.)

5.5 Monthly Income (In Rs.)
Table. 5.5
Up to Rs. 20,000 53 39%
20,001 – 40,000 50 37%
40,001 – 60, 000 13 10%
More than 60, 000 19 14%
Total 135 100
Figure. 5.5
Monthly Income (In Rs.)
14%
Up to Rs. 20,000
10% 39% 20,001 – 40,000
40,001 – 60, 000
More than 60, 000
37%

Interpretation:
Monthly Income: The analysis shows that the majority of the responders were
up to 20, 000 rupees i.e. 53 out of 135, which is almost 39% of the total
responders. Very few responders were 40,001 to 60, 000 (10%), while 37% of
respondents are of 20,001 to 40,000 & 14% of the respondents are of more than
60,000. (Table 5.5.)

5.6 Do you like to mangoes?
Table. 5.6
Raw Mango 73 54%
Ripe Mango 62 46%
Total 135 100%
Figure. 5.6
Consumer prefer mangoes
Raw
Mango
46%
54%
Interpretation:
Consumer prefer mangoes: The analysis stated that most consumers purchase
raw mangoes, 73 out of 135 (54%). While 46% consumers also prefer firm
mangoes. (Table 5.6.)

5.7 Frequency of purchasing mango fruit (During the Season).
Table. 5.7
Frequency of No. of Respondents Percentage
Purchases
Every day 18 13%
Once a Week 43 32%
Once a Month 31 23%
Depend on choice 43 32%
Total 135 100%
Figure. 5.7
Frequency of purchasing mango
13%
Every day
32%
Once a Week
32% Once a Month

Depend on choice
23%
Interpretation:
Frequency of Purchases: The study reveals that majority consumers (32%) consumed
Mango on once a week and seasonal basis, suggesting it two same result, 23%
consumers said that they consumed mango once a month and 13% consumed were high
frequency consumers purchasing every day (Table 5.7).

5.8 Vendor provide the service of home delivery
Table. 5.8
Home delivery No. of Respondents Percentage
Yes 53 39%
No 82 61%
Total 135 100%
Figure. 5.8
Service of home delivery
Yes
39% No
61%

Interpretation:
Home delivery: The analysis reveals that most consumers do not prefer home
delivery. While 52 out of 135 (39%) consumers prefer home delivery. (Table
5.8.)

5.9 Which factor influence you the most while buying mangoes?
Table. 5.9
Factor No. of Respondents Percentage
Price 24 18%
Quality 58 43%
Freshness 42 31%
Delivery Facility 04 03%
Varieties in Mangoes 07 05%
Total 135 100%
Figure. 5.9
Consumer most preferred
3%5% 18% Price

Quality
31% Freshness
Delivery Facility
43% Varieties in Mangoes

Interpretation:
Consumer most preferred: The analysis reveals that most consumers buy
mango by looking at quality, of which 58 out of 135 (43%). While 31% of the
consumers see the freshness and 18% of the consumers see the price. (Table
5.9.)

5.10 The quantity of purchase of mango is.
Table. 5.10
Less than 20 KGs 72 54%
Bulk at a time (20 KGs) 45 33%
More than 20 KGs at a 18 13%

time
Total 135 100%
Figure. 5.10
Quantity of purchase of mangoes
13%
Less than 20 KGs
54%
33%

Interpretation:
Consumer Purchase of mangoes: The analysis stated that 72 out of 135 (54%)
consumers who purchase less than 20 kg of mangoes. And 33% consumers take
mangoes in bulk, while 13% consumers buy more than 20 kg. (Table 5.10.)

5.11 Type of packaging
Table. 5.11
Preferred Types of No. of Respondents Percentage
packaging
Tin Packaging 14 10%
Plastic Packaging 47 35%
Wood Box Packaging 51 38%
Others 23 17%
Total 135 100%
Figure. 5.11
Packaging prefer
17% 10%
Tin Packaging
Plastic Packaging
35% Wood Box Packaging
38% Others

Interpretation:
Preferred Types of packaging: The study reveals that majority of consumers preferred
(38%) wood box packaging as it most available and maintains hygiene and quality. 35%
consumers preferred plastic packaging which they considered more convenient. While
17% consumers preferred others packaging and 10% consumers preferred tin packaging
(Table 5.11).

5.12 The Mango cultivated in Valsad District has high demand in the domestic
market
Table. 5.12
Strong Disagree 17 12%
Disagree 09 07%
Neutral 43 32%
Strong Agree 36 27%
Agree 30 22%
Total 135 100%
Figure. 5.12
High demand in the domestic market
12% Strong Disagree

22%
7% Disagree
Neutral
Strong Agree
27% 32%
Agree
Interpretation:
High demand in the domestic market: The analysis stated that most of the
consumers in the high demand in domestic market are reporting 43 out of 135 (32%)
consumers are Natural and 27% strongly agree and 22% agree. (Table 5.12.)

5.13 The satisfaction level of your experience of mangoes purchase in the present
season
Table. 5.13
Particulars Level of Satisfaction No. of Respondents Percentage
Highly Satisfied 72 53%

Satisfied 46 34%
Quality Natural 14 10.5%
Highly Dissatisfied 02 01.5%
Dissatisfied 01 01%
Total 135 100%
Satisfied 74 55%
Taste Natural 23 17%
Highly Dissatisfied 02 01.5%
Dissatisfied 02 01.5%
Total 135 100%
Satisfied 46 34%
Freshness Natural 26 19%
Highly Dissatisfied 03 02%
Dissatisfied 04 03%
Total 135 100%
Satisfied 44 33%
Price Natural 50 37%
Dissatisfied 06 04%
Total 135 100%


Satisfied 48 36%
Packing Natural 36 26.5%
Dissatisfied 09 06.5%
Total 135 100%
Satisfied 49 36%
Facility of Natural 40 30%
Delivery Highly Dissatisfied 10 07%
Dissatisfied 15 11%
Total 135 100%
Figure. 5.13
Consumer satisfaction level of your experience of

mangoes purchase
72 74
56
50 48 49
46 46 44
38 40
34 36
26
23 21 21
14 14 15
2 1 2 2 3 4 6 4 9 10
QUALITY TASTE FRESHESS PRICE PACKAGING FACILITY OF

DELIVERY
Highly Satisfied Satisfied Natural Highly Dissatisfied Dissatisfied

Interpretation:
This analysis is done on satisfaction level of consumers of mangoes purchase in

different parameters. Table 5.13.
1. Quality: The analysis stated that the consumers were most highly satisfied 72
(53%) out of 135 and satisfied 34%. Let’s see the quality.
2. Taste: The analysis reveals that the consumers were most satisfied 72 (55%)
out of 135 and highly satisfied 25%. Let’s see the taste.
3. Freshness: The study reveals that the consumers were most highly satisfied 56
(42%) out of 135 and satisfied 34%. Let’s see the freshness.
4. Price: The analysis stated that the consumers were most natural 50 (37%) out
of 135 and satisfied 33%. Let’s see the price.
5. Packaging: The analysis reveals that the consumers were most satisfied 48
(36%) out of 135 and highly satisfied 28%. Let’s see the packaging.
6. Facility of delivery: The study reveals that consumers were most satisfied 49
(36%) out of 135 and natural 30%. Those who prefer delivery.

CHAPTER: 6
FINDINGS
Based on Survey Research:
1. The researcher understands that 54% of consumers preferred raw mangoes as

compared to 46% of consumers who prefer ripe mangoes. It is clearly
demonstrated that raw mangoes are preferred more than ripe mangoes for the
following reasons. (Table 5.6.)
❖ Shelf life of raw Mangoes
❖ Used to make pickles, choonda and aamchur.
❖ Lesser price than ripe mangoes
2. The researcher finds that the frequency of seasonal buying is even higher on a
depend on choice (32%). This clearly shows that people generally prefer to by
mangoes on a seasonal basis due to lesser price, many varieties and its
availability. There is a perception of consuming mangoes during this season.
(Table 5.7.)
3. The researcher understands that mango consumption during its consumption is

high and since it is not liked on daily basis like groceries. That is why the
perception and choice of people is to buy mango and wand to buy it physically
using home delivery services. (Table 5.8.)
4. The researcher finds that the frequency of high consumption of mango is during
the season. That is why people generally like its quality and freshness when
buying mangoes, while looking at the price of mangoes, convenience of
delivery and varieties. (Table 5.9.)
5. The researcher gathered that consumers generally prefer to buy mango less than
20 KGs and not in bulk as consumer prefer quality, freshness and maximum
usage within a short time after purchasing the mango. (Table 5.10.)

6. The Researcher understands that wooden box packaging (38%) is preferred for
mango packaging because of its utility for storage items, durability, easy to
transport and to maintain the freshness of mangoes compared to other
packaging. (Table 5.11.)
7. The Researcher gathered that mangoes cultivated in Valsad district is neither

having or less demand in the local demand as famous varieties mangoes such as
Alphonses, Badami, Chauns, Kesar are produced in neighboring states such as
Maharashtra, Gujarat and Karnataka respectively. (Table 5.12.)

SUGGESTION
If we want to start a mango business in future, we can. Mango business is very

good in mango season. This is a 5-month business which can give us good
profit. It is consumed by people of all ages. Here are some suggestions that the
researcher has identified during this research and after its completion,
• The sellers may focus more on selling ripe mangoes.

• In this research, it was found that in the mango season, consumers buy
mangoes depending on their choice. That is why mango seller may pay
more attention during the mango season to start the business.
• The researcher found that, consumers do not see money when buying
mangoes, they prefer quality & freshness. Hence those selling mangoes
must pay more attention to quality and freshness.
• Researchers found that consumers prefer more wooden packaging, so
the seller may pay more attention to the wooden box than other form of
packaging because the mango will have freshness.

CONCLUSION
The Researcher has concluded the study by understanding the findings gathered in the
research. The decision process for purchasing mango fruits is influenced by various
factors. The 4Ps of Marketing is demonstrated in the study through the respective
Marketing Strategies adopted by Mango Business vendors & farmers. The study
concludes that Consumers buy raw mangoes more than ripe mangoes as their
preference. Most consumers do not look for money when buying or taking mangoes,
they prefer quality, freshness and taste. Most consumers prefer the wooden box in
packaging because it is equally safe and orderly. This has potential of increasing the
cost however the product quality is retained in this form of packaging.

SIP Report Ajay Mishra

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Savitribai Phule Pune University, Pune

SSR IMR Page 1 of 41

Brand preference represents a fundamental step in explaining consumer choices.

SSR IMR Page 2 of 41

Mango Plant Characteristics:

Figure 1.1. Mango plant

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Figure 1.2. Verities of Mangoes

The most famous types of mango in Gujarat-

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1. Regular use of mango helps to maintain blood pressure. Diabetes is a common

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MARKETING MIX OF MANGO:

Figure 2.1. Marketing Mix 4Ps

Mango Product Strategy Mango Pricing Strategy

Mango Place & Distribution Mango Promotion &

Source: Self developed

SSR IMR Page 7 of 41

1. Mango product Strategy:

2. Mango pricing Strategy:

3. Mango Place & Distribution strategy:

4. Mango Advertising & Promotion Strategy:

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SSR IMR Page 9 of 41

A) (Bader, July 2016)

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managed professionally and there was no concrete investment in the gardens.

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D) (1Nashwan Mohammed abdullah Saif, 2016)

Company performance is one of the most important aspects when a assessing

SSR IMR Page 13 of 41

Marketing strategy is an essential part of conducting business operations as it

E) (Kayier Guien Chay1, 2019)

SSR IMR Page 14 of 41

that in addition to the improved variety of cultivars, the development of fruit

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4.1 Statement of the problem:

4.2 Objectives of the study:

❖ To study the marketing strategies adopted by the mango farming businesses

4.4 Research methodology:

A research methodology is a method of systematically solving a research problem.

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Common language refers to the pursuit of knowledge. Information is the lifetime of

Research Methodology includes:

4.5 Research Design & Methodology:

Figure. 4.1 Research Design

Types of Research Design

Exploratory Research Descriptive Research

1) Exploratory Research Design: This design is used to investigate a problem

SSR IMR Page 17 of 41

2) Descriptive Research Design: its design is also known as statistical research.

4.6 Research Design

Figure. 4.2 Research Design

Data Collection Methods

Analytical Tool- MS Excel, Percentage Method.

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4.7 Data Collection:

Figure. 4.3 Data Collection

Types of Data Collection

Primary Data Secondary Data

1) Primary Data Collection Methods: