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Author Name AkanshiSharma

Title 0502263
Paper/Submission ID 517758
Submission Date 2022-05-12 16:27:45
Total Pages 46
Document type Project Work

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1 A STUDY ON CONSUMER BUYING BEHAVIOR AT AGRA Student Paper

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 A PROJECT REPORT

ON
“A STUDY ON CONSUMER SATISFACTION TOWARDSHALDIRAM”

Submittedinpartialfulfillment oftherequirementfortheawardofthe degreeof

BACHELOR OF BUSINESS ADMINISTRATION

To
Chhatr apati S ha hu Ji M a har aj Unive r sity, K a npur

Under the Guidance of Submitted by

Akanshi Sharma
Dr. Amit Sharma
BBA-IV SEM

ROLL NO-0502263

Session 2020-2023

PSIT College of Higher Education, Kanpur

 DECLARATION

I hereby declare that the Bachelor of Business Administration is the original conducted by me. The
information and data given in the report is authentic to the best of my knowledge.
17
This Project Report is not being submitted to any other University for award of any other D egree ,
Dipl oma and Fellowsh ip.

Place: Kanpur
Akanshi Sharma

BBA-IV SEM
ROLL NO-0502263
 PREFACE

Project report is on organization is an attempt to provide the student a practice input and exposure to
the real world situation in which he has to work in future my project report is on consumer behavior
21
perception towards Haldiram products based on the find out the towards and acceptability of
customers towards the brand the extract of this work is presented in this report under various heading
introduction company pr ofile overv iew dat a inte rpre tation, concl usion and limitation s. The proje ct
22
give chance to study and analyze the topic.It enhances my knowledge in the field of company sector.

I have accumulated the desired information through personal observation study of documents and
discussion.
 ACKNOWLEDEMENT

23 30
I would not have completed this project without the guidance and support of the several people
7
who acted as a guide through my whole journey of completing this project. I would like to
specially thank my faculty guide Dr. Amit Sharma , for his invaluable guidance and help.

I would also like to thank our college director, Dr. Shivani Kapoor and our dean Dr APS
23
Bhadauriya who provided us with this opportunity to present this report and have been supportive
and helpful. The project could not be completed without their support.

I am also thankful to companies whose secondary data has served my purpose. I hope my project
will give an idea about CONSUMER BUYING BEHAVIOUR.
7 29
All above I would like to thank my classmates and friends for their help and support.
 TABLE OF CONTENT

S. No. Particulars Page No.

1 Title Page
2 Student Declaration
3 Certificate fromInstitute
4 Preface
5 Acknowledgement
6 Table of Content
7 Introduction
8 Company Profile
9 Literature Review
10 Objective of Study
11 Significance of Study
12 Research Methodology
13 Data Analysis
14 Findings
15 Recommendations
16 Limitations
17 Conclusions
18 References
19 Annexure
INTRODUCTION
 Consumer behavior and consumer perception

ONE thing that we have in common is that we all are consumers .every body in this word is a
consumer. Every day in our life we are buying and consuming incredibly variety of goods and
s
sevices.However we all have different tas tes, like s, di like s , and adopt different behav ior pattern while
making purchasedecision.
18
The term consumer behavior refers to the behavior that consumer display in searching for
6
purchasing using evaluation and disposing in searching for purchasing using evaluation and
disposing of products and services that they exact will satisfy andhowindividuals make decision to
sendtheiravailableresources(time,moneyandeffort) on consumption relateditems.

It includes the study the of what they buy, when they buy it, whentheybuyit, howoftentheybuyit,
howoftentheyuse.

IMPORTANCE OF CONSUMERBEHAVIOUR
1 11
The study of consumer behavior effects production policies of enterprise. consumer behavior
9
discovers the habits tastes and preferences of consumer and such discovery enables and enterprise
11
to plan and develop its product according to these specification. The key to a companys survival ,
profitability, and growth in highly competitive marketing environment is its ability to identify and
satisfy unfulfilled consumer needs better and sooner than the competitors.

DEFINITIONS

Consumerbehavior orbuyer behavioris broadlydefinedby various r esearchers (name) as f ollows-;

6
 “Consumer behavior is the process and activities people engage in when searching for
s
selecting ,pu rchasing, u sing, evalu ating , and di pos ing of products and services so as to
satisfy their needs and desires.-BELCH AND BELCH

24 21
 “consumer behavior is the actions and decision processes of people who purchased goods
and se rvice s for pe rs onal con su mption ” _ En gel, Blackwe ll and Mansard.

Therefore, Consumer behavior is helpful in understanding the purchase behavior and preference of
different consumers.
IMPORTANCE OF CUSTOMERSATISFACTION
19
Customer satisfaction is a marketing term that measures how product or services supplied by a
14
company meet or surpass a customers expectation. Customer satisfaction is important because it
20
provides marketers and business owners with a metric that they can use to manage and improve
their business. It’s a leading indicator of consumer repurchase intentions and loyalty .It reduces
customer churn .It increase customer lifetime value. It reduces negative word of mouth.

PERCEPTION

s
Perce ption; the proce ss by which an indiv idual s elect ,org anize , and interpr et sti muli in to a me aningf ul
and coherent picture of the world.

CONSUMER PERCEPTION

Consumer Perception is an extremely important concept in the arena marketing as it encompasses

essential psychological aspects of the consumer such as customer impression and his / her
31 26
awareness or consciousness about a company or its offerings .
13
In other words consumer perception is what the potential customers think of an organization. This
perception directly impacts the attraction of new customers and the capacity to maintain good
relationship with current customers.

IMPORTANCE OF CONSUMER PERCEPTION

Consumer want good quality but they also want to know they are getting good value .This value is
21
not judged by the product or service but the availability and usability of the customer service that
supports it. Customer perception plays a vital role to attract new customer and to retain existing
customers .

32
Need for studying Consumer Behavior

Buying behavior is studied to predict buyers reaction in Market. The success of any business is
based on understanding the consumer and providing the kind of products that the consumer
wants. A marketer sells what the consumers want one cannot thrust a producton Consumers.
1
The study of consumer Behaviour helps the marketer to:
1) Satisfy needs of customer
2) To understand consumer psychology
3) To understand consumers motives
4) To understand consumers choice
5) To understand consumers preference
 COMPANY PROFILE

Companyprofile

Type private limitedwith

share
Capital {1}

Industry food industry

Founded Bikaner Rajasthan

India
(1937;82 years ago)

Headquarters Nagpur , India

Product snacks , sweets ,

Beve ra ge s, froze n
foods
Revenue $4224.8 crore
Haldirams corporate success story- dreams blooming intoreality

Haldirams : The company which Is today synonyms with Indian snacks and sweet
food market started their first chapter of the saga as a small sweet shop in Bikaner ,
Rajasthan in 1935 .by 1982, the company had setup its business in Kolkata Nagpur
and the bustling CHANDANI-CHOWK in Delhi .An important diversifications
1
was in roads into the restaurant business with Haldirams having 11 Restaurants cum
showrooms at a premium location of Delhi NCR with plan to open various outlets in
northern India .

Promoted by two first generation entrepreneur Mr. M.L Agrawal and backed by board of
director (Mr. Pankaj , anand , amit, ashish and umesh agrawal) and management team
(Dr. A.K Tyagi , P.K Agr awal (consu ltant ) Rahu l kat huri a, VK g u pta, Mr. A.K ty agi .
 Today the vision and mission of the company is to have a global presence as food
and beverages company through :
 Innovation
 Professionalization
 Expansion
 Strategic Approach
 Business acquisition
Haldiram is on the way of its vision as today it is an ISO9001 and certified company
and has presence all over India 62 countries .
( UK , US, Germany , Australia ,UAE- toa name a few)inworld and top supermarkets of
the worlds like TESCO ,
SPINN EYS ,CA RREFOU R . The fac t th at toda y Ha ldirams export s 60 mm dollars
goods and has registered 40 % growth over last five years itself tell its success story .

Haldiram s success saga is because of the proactive thinking of making access to the
traditional fresh homemade food and skillfully converting it into a product line
extension. With it they hve busted the myth that Indian consumers will not pay extra for
western concept of packaged food and that two of the Indian household kitchen
category.

Haldirams ingredients of success recipe includes a diversified products portfolio ,

stringent , qualitycontrol , goodrawmaterial ,s t orage , produ ction and pac kagi ng pr oce ss
17 1
wh ich has re su lte d to unparallel taste and extended shelf life . Also Haldirams
sensitivity to catering to the local palates (30 to 40 % of Haldirams flavor are
sentisized to suit local taste ) has resulted in creating a loyal customer base. \

Also the supply chain which is broken down into two categories of retail and
institutional sale is managed well by strong network of c&f , distributor , wholesalers and
retailers tomaketheproduct available at remotest town of the country .

Haldirams has managed details of right technology , packaging standardization ,

consumersaffordability,qualitytastyproduct and volume deliverables extremely well to
weave the magical success saga .
Lastbut notleast thepeoplebehindtheproduct:Thelocaltalent needs mentioning as they
have helped Haldirams grow big .
4
Haldirams is a way of life for Indians no matter which country they live in.
AWARDS ANDACHIEVEMENTS

1. Haldirams is an ISO 9002 and HACCP recognized company with several awards under its
belt

2. International award for food and beverages-awarded by tradeleader club in Barcelona ,spain
in 1994.

3. KASHALKARMEMORIAL AWARD-presented by all india food preserves association in

1996 at its golden jubilee celebration for manufacturing the best quality food products.

4. Hind rattan award.97 givenbyNRIwelfaresocietyof india.

5. Brand equity reward 1998-was awarded by progress harmony development chamber of

commerce and industry in recognition of creating a successful Indian brand.

6. APEDA EXPORT AWARD 2001-2002-was awarded by agricultural and processed food

products export development authority for outstanding contribution to the promotion of
28 34
agricultural and processed food products during the year2001-2002.

28
7. MERA DELHI AWARD-was awarded by agricultural and processed food products export
development authority in the year 2004.

15
8. AMITY LEADERSHIP AWARD-2008 was awarded by amit y bu sine ss sch ool, amity
s s
unive r ity for be t h r practices (retail) in the year 2008.
 Distribution flow chart

Haldirams transacton an advance RTGS basis from its wholesale dealers instead of
the Cheque or cash system adopted by the major FMCG companies. The practice is
consistent with haldirams philosophy of maintaining cash transactions throughout the
supply chain and it also minimizes dumping .
Distributers carry inventory that is just adequate to take care of the transit time from the
branch warehouse(cand f) to their premises .
This just in time inventory strategy improves dealers return on investment (ROI) . All
haldirams branches engage in route scheduling and have dedicated vehicle
operations.

Industry Distribution flow chart

 Product List
Namkeen(200 Gms)

Plain bhujia ,bhujia , karanchy mixtures , navattan , nut cracker , kha tta mee t ha , Bo mbay
mix t ure ,chana dal , ma s al a moo nd dal , moo ng dal , boondi ma s ala , Boondi pl ai n , dal biji
, kabl i c hana b hav nagri sev, alloo ma sal a , ma t hri , samo sa ,

Namkeen (400Gms)

Plain bhujia , bhujia. navrattan , khatta meetha , masala moong dal , moo ng dal ,nut cr ac ke r
,dal biji ,all in one , al oo bhujia ,ch ana jor garam ,kas h miri mix t ure , hara chi wda ,
cornflaxe s mi xt ur e , kaju mixture , panchrattan.

Namkeen (75Gms)

Bhujia , navrattan , khatta meetha , moong dal , nut cracker , aloo bhujia ,boondi plain ,
boondi masala ,nimbu masala , peanut salted , masala moong dal .

Namkeen (30Gms)

Nut cracker , peanut salted , aloo bhujia , navrattan , moong dal,khatta meetha ,nimbu
masala.

Namkeen(65 Gms)

Ka s h miri mix t ure ,kaju mix t ure ,cornflake s mi x t ure .

Sweets

Rasgulla , Jamphal , cham cham , kesar rasbhari , kalam petha ,ke sar gander ,raj bh og
,dry pe tha .]

Syrups
Ro se s yr up , Khus sy rup , orange crus h , pineappl e cr u sh , le mo n cr us h , mango cru s h ,
kal a kha tta ,badam ke s aria , t handa i ke saria.
Perishable sweets

Mot i choo r ladoo , l adoo , plai n burfee , dho da burfee , m oong da l burfee .besan ladoo
,attaladoo,pinni, anjeerburfee, mixsweets ,

Can packs

Bombaymixture, Aloobhujia, cornflaxes mixture,khatta meetha.

Gift packs

Namkeen nazrana , sweet spicy ,meetha chatpata ,double mazaa.

Ready to eatfood

Panipuri ,bhelpuri.

Cookies

Jeera cookies , atta cookies ,ajwain cookies , coconut cookies , butt er badam coo kie s ,
kaju pi s ta cookie s ,choco chips coo kie s .

Pickles

Mango pickle , lime pickle , chili pickle ,mix pickle .

Chips
Cl assic, salte d, pu dina,pepri ca, ma s t ma s ala,t akatak
 SWOT Analysis

Strength
5
• The product has excellent brand awareness and a high quality image.
• Good and attractivepackaging
• Good taste
• Good variety
• High market share

Weakness
• consumer proximity to retail outlet
• Less advertisement
• Schemes given to retailers are not enough
• Sale pushing of otherbrand

Opportunity
15
• By providing proper schemes haldiram can increase its supply.
• By purchasing more profit margins haldiram can increase its supply .

Threat
• Competition from Lehar , Bikana and various other brands
• Availability of substitutegoods
• Health conscious orawareness
• Indian and MNC food companies give competition to haldiram company
• Entrance of localproduct
• Lays and Kurkure paints the outlets regularly
 MARKETING MIX

Product

s
Haldiram offers a various product as per customers requ ire ment s u ch as sweet , dairy
prod uct , snacks e tc.

Price

Competitivepricetopenetratetheunorganizedmarkets.Prices varies according to weight and

type of Namkeen & raw materials.

Place
Where customer can purchase the product is also an important factor in determining sales. It is
availableatrailwayoutletsand retail shops. It is also available in rural and urban areas.

Promotion

High awarene ss among the cu stome rs , hig h br and loy alty f or haldiram products.
 COMPETITORS OF HALDIRAMS

Snacks

• Bingo
• Lays
• Kurkure
• Diamond
• Some local regionalplayers

Namkeens

• Bingo
• Bikaner wala
• Jains
• Bikano
• Balaji
• Lehar
• Some local regionalplayers

Papad

• Lijjat
• Bikaji
• Some local regional players

Sweets

• Bikaner wala
• Bengali sweets
• Bikaner
• Some local regionalplayers
Syrups

• Roohafza
• Kisan
• Dabur
• Some local regionalplayers

Ready to eat
• Milk maid
• Nestle
• Some local regional players(Aussi food pvt ltd)

Buiscuit

• Britannia
• Priya gold
• Bakemans
• Parle
• Sunfeast
• Some local regionalplayers

Restaurant

• Nathus
• Evergreens
• Sagar ratna
• MC donalds&Nirulas
• Yo !China
• Sweets shops
 Vision , Mission,Goal

Vision

The vision ofthehaldiramsistobethetrendsettlerinthe field of healthyand tastyeatingto

achieve a substantial growth.Thiswillbringaboutanoverallupliftmentofthe organization
its people and the society.

Mission

The mission of the haldirams is to review recreate and rediscover thetrendofhealthy

eatingandinnovative and invent fresh new methods tonourish and delight everyone we
serve.

Goal

To provide our customer perfect taste and qualityin best of packaging.

 Market Segmentation

Haldirams provides a savory snacks as per customer taste &preferences.

• As women are the buyers for household needs and the deciding factors on what to be
served to the guests.Haldirams target them for their Namkeens and for ready to eat food
needs.
• Takatak & whoopies forkids
• In meethai theyhave came with sugar free sweets for “diabetic” or health conscious
customers.
• Further, thereissomethingforeveryoneinhaldirams varied product range.

3
Exports

Haldirams group had for seen the growth potential in the fast f ood indus try, wh ich was
gr owing by le ap and bounds.
Namkeen was one of the areas which was most sought after the company
without lagging behind, had set up the most modern plant adjacent totheoutletatmain
Mathura road exclusively for the manufacturer of Namkeens.
This plant was set up in the year 1997 under the ste wardship of Mr. Pankaj
s
agrawal, wh o i currently also the managing director of haldirams group.
3
The packaging quality and competitive pricing strategies of the company have
become the hall mark and with in the installation of state of the art manufacturing
equipment from USA. The company has also started manufacturing potato
products and has been able to increase its market. Share among stiff competition
from multinational giant such as fritolays.

3
The company is exporting its product to various part of the world viz, USA , Canada ,
UK Europe , middle east , far east , Mos cow , Au strali a , ne w Zealand, s ri lanka , Nepa l
etc
36
Continuous efforts are being initiated to make sure that haldirams reaches the untapped market
37
abroad and earns valuable foreign exchange for the country.
PROMOTERS AND MANAGEMENT LEVEL
1) Mr. Manmohan LalAgrawal( chairman)
2) Mr. Anand Agrawal(MD)
3) Mr. Ashish Agrawal(executivedirector)
 LITERATUREREVIEW

Consumer Behaviour at the food market

Nowiciki (2014) Through this article studied the consumer behavior at the food market
.This studyaims toidentifythe factors which are important while purchasing food products.

2
Katler and Armstrong (1997) states that, The consumer purchasing decision takes
place over a period of time.The overall goal during this decision process is to
evaluate various alternatives and choose products that satisfies the consumer in an
optimal way. consumer get influenced by several major factors while they make their
s 12
deci i ons. Thes e f actors can be g rou ped as s oc ial, cu ltural, psychological and personal
factors.

2
Pinya silayoi , Mark speech(2004) conducted a study on packaging and purchase
decisions and found visual package elements play a major role, representing the
pr odu ct f or many con su me rs, s pecially in low inves te me nt, involvement and when
they are rushed. Most focus group participants say that they use label information ,
but they would like it if it is simplified.

Vasant p Gandhi and Abraham koshy(2006) conducted a study toexamine the

marketing of wheat in India, foc using on the priv ate mar ke ting sy ste m, the
marketing efficiency andquality.

The studyfinds thatthefarmersnowalmost invariablysell in the near by primary market

rather than to village traders indicating increasing awareness and mobility. The study
findsthattypicallythemarketintermediariesprovideshardly an y spe cial or v alue adding
s ervice s, or deve lopme nt in return for the commissions and margins other than
conducting the transaction and making the payments.

SchiffmanandKanuk(2000),defined following are the main source of that influence

12
on attitude formation .The formation of consumers attitude is strongly influenced by
pers onal ex perience, the inf luence of f amily me mbe rs and f riends, direct ma rke ting and
mass me dia. D ire ct ex perience referstheattitudetowardstheproductformedbythedirectly
consuming the product.

Blackett and Robbins (2001) said that the key drivers ofdemandforproductsare
awareness/popularity,perceived quality, salesqualityandprice.Thesetooldrivers
2
influence the perception of customer in terms of decision making.

Svederberg, Eva(2001) revealed in their study that consumers voice of food products
is based on environmental issues as well as on issues concerning their health . Their
thinking on nutrition andhealth is based on wheather the food product was produced
locallyor not.
The study also found that consumers understanding of packed food label
information is low.

Pinya silayoi and Mark speech(2007) conducted a study on the importance of packaging
33
design and the role of packaging as a vehicle for consumer communication and branding
.The study investigated the knowledge about consumers psychology which was
important for the manufacturers to undedrstand consumer response to their packages.
The result of the study gave some insight of consumer preference for food packages in
Bangkok and Thailand which are fair representatives ofmanymarkets in A sia, whe re the
ss s
mode rn urban midd le cla i rapidly expanding.

12
Jabir Ali, Sanjeev Kapoor , Janakiraman Moorthy(2010) conducted a study to assess
the consumers preference for food and grocery products. A total of 101 household having
10
sufficient purchasing power were surveyed .The preference of the consumer clearly
indicate their priority for cleanliness/ freshness of food products followed by price
,quality, variety, packaging and non seasonal availability .It was also found that most ofthe
food and grocery items are purchased in loose from the near by outlets. Fruits and
vegetables are mostly purchased daily or twiceaweekduetotheirperishablenature,whereas
27
grocery items were less frequently purchased.
 OBJECTIVE OF THE STUDY

Objective of study

In marketing onlyreport is not require there must be some ob jective or goa ls be caus e
with ou t an y goal and obj ective , no proje ct r eport can be complete d in true s ense , s o the
main objectiveofdoingthisprojectreportistoconfinedto completion of same work
that is assigned to you for some reasons:
It also help us to take knowledge about product and buying behavior of consumers.

Objectives are asfollows

• To analyze what are the factors which influencesand eventually motivates the
customer to buy haldirama products in India.
• To study about consumers perception regarding haldirams namkeen and chips.
• To carry outcomparative analysis of haldirams snacks and products in competitors
s
brand in the same segment on the bas i of pricing , prod uct , range , packaging , prof it
margin to retailers and discounts.
• To study the purchasing behavior of consumer for haldiram products.
• Toanalyzethetheoreticalimplicationofbrandofhaldiram in Indian market and what
are the effects on purchase decision making process.
• To identify to what extent evaluation of outcomes and belifs effect consumer
attitude andintensions topurchase haldirams product in India.
• To studythe distribution network of haldirams products
•
To know how they provide product and services To customers.
 SIGNIFICANCE OF STUDY

Significance of the study means the area which we cover under our project and howit
is beneficial.Inmyprojectwe used todealwith the main areas of marketing.In this report
of project I was able to find what and how marketing plays an important role in budiness
development.
During this project , I did a survey which reveals the :

• Con su me r pe rception t owards Haldiram, s pr oduct.

• Different and new suggestion fromconsumers side of productextension.

• The outcome of that survey company can use for their enhancement and to
increase their business.

• In this study I have learned the brand awareness of haldirams products among
consumers.

• Ithelpsininteractingwithvarioustypesof consumers.

• It helps to gain knowledge of haldirams company.

• It helps inunderstandingconsumer perception , towards haldirams product.

• Through this survey we asses the market and checktheavailabilityandvisibility

of productsinthe market.

• Ithelpsinunderstandi differenttoolsof marketing .

.
 RESEARCH METHODOLOGY

Research methodolody is the procedure means overall research procedure which are
followed intheresearch procedure which are followed in theResearch study.

This included research design , the sampling pr ocedu res, and the data collection
me th od and analysis procedures.

Research methodology identifies how the research was done. And its aim to describe
the research strategy and method applied in this study and to discuss their suitability.
8
In other words research methodology refers to the tools and methods used for
obtaining information for the purpose of the subject under study. The methodology
followed for the purpose of finding customer response through samplesurvey

Research Design

Research design provides an overall directionfor the collection and analysis of data of a
study (Churchill 1979).Importance of research sesign stems from its role as acriticallink
betweenthetheoryandargumentthatinformed the research and empirical data
collected(Nachmias and Nachmias 2008)

Research design

s
Th is se ction con si t out the topic s uch as rese ar ch s ector , research population and
instruments used for theresearch.
Research Sector
In this survey weare going to carryout the research on the prospect of packed food
products and ready to eat food products because the research is aimed at the
consumers behaviour in context of haldirams product.

Research Population

Research population comprises of each and every person comes under the term
s
consumers . They may be working pers ons , h ou se wife ,s tudent and impul sive
s
buye r .

Research instrument

Research instrument is used to find out the solution of the research problem.
My instrument isQuestionnaire.

16
Questionnaire

Thetoolforobtainingtheinformationwasquestionnaire.A structured questionnaire

was Administered . The questionnaire was designed in the view of both major and
minorobjectiveofthestudy.Itinvolvesdatathatiseitherin the form ofor expressed as
numbers (Easter by-Smith et al, 2008). To understand the consumer Behavior
towards haldiram;s company the questionnaire is designed to elicit information from
thetargetrespondentsinanappropriate sample and cost- effective management.’

Research Objective
To know and understand the consumers perception and awareness abouthaldiram
marketingorhaldiramproduct This will help to know the attitude and perception of
consumers towards haldirams products and what are the factors which shape the consumer
perception towards haldiram p rodu ct, also wh at are the keys con ce rn from the point of view
of consumers while buying haldiram products.
 Data collection
It can be obtained either through direct communication with respondents in one
form or another through personal interviews. Questionnaire and interviewing are
main weapons to collectData.
There are mainly 2 types of data-
• Primary data
• Secondary data

Primary Data
25
It is the first hand data , new data gathered to solve the problem at hand. Data is collected
personallyforspecificprojectthrough research.
Primary data includes-
• Fill questionnaire fromconsumers.
• Personal interview ofconsumers

5
Secondary Data
The data collection method used was none other then survey method which is usually
incorporated for collection of raw information. The survey includes collect company
infor mation f rom their website, and other inte rnet s ou rce.
SampleDesign

A sample design is a definite plan for obtaining a sample fromagivenpopulation. It

refers toatechniquethatthe researcher would adopt in selecting items for thesample.

Characteristics of agood Sample Design

o Sample design must result inatrulyrepresentatives sample.
o Sample design must be such which results in a sampling erro Sample
design must be viable in the context of funds available for the research
study.
o Sample design must be such so that systematic bias can be controlled in a
better way.
o Sample should be such that the results of the sample studycanbeapplied,in
generalfortheuniversewitha reasonable level ofconfidence.

Sampling Technique

• Convenience sampling

Convenience sampling is a specific type of non- probability sampling that involves the
sample being drawn from that part of the population that is close to hand.

Sampling

In research term a sample is a group of people, objects or items that are taken from a
large population for measurement. The sample should be Reprentative ofthe
population toensurethat we can generalize the findings from the research sample to the
population as a whole.

Sample Size
The sample size is an important feature of anyempirical study in which the goal is to
make inferences about a popu lation f rom a s ample. In pr actice, The s ample s ize u se d in a
study is determined based on the expenses of data collection and the need tohave
sufficient statistical power
For consumer survey= 150 customers
 DATAANALYSIS AND INTERPRETATION

Data Analysis

The data analysis stage is a stage when qualitative data , quantitativedataormixtureof

both ,isbroughttogetherand scrutinized in order to draw conclusion based on the data.
These conclusions then provide the key insights for the research project.
The aim of data analysis in research is to discover useful information from a set ofdata ,
and collections that can be used to form insights. Large quantities of data must be
summarized and presented in a way that clearly communicates the most important feature
and conclusions.
In this market surveyreport thedatahasbeen collected by mean of survey and
questionnaire has been analyzed and test and then result has been interfered by
various graphs and bars.

Interpretation

Interpretation is the device through which the factors that seem to explain what
has been observed by researcher in the cou rse of the s tudy, can be better unders tood
and it also provided a proper understanding of the report.
Interpretation of data refers to the task of drawing interferencefromthecollected
factsafterananalyticalor experimental study .
Interpretation is the process of making in sense of numerical data th at has been colle cted,
s
analys ed and pre ented.

Precaution inInterpretation

• Data are appropriate

• Good homogeneity
• Proper Analysis
 The highest number of respondents 67.5% for my questionnaire are falling under the age group of 10-20
,and followed by 26.5% from the age group of 21-30, latter 4.8% from the age group of 31-40 and the last
set of respondent 1.2% from the age group of 41-50 as seen from the above chart.

The highest number of respondents for my questionnaire are female with 61.9% and followed by male with
38.1%.
 The highest respondants 88% are students , the 9.6% of the respondants are employees, the 1.2% are
professional and latter followed by 1.2% that are other as seen through the above chart.

Out of 83 respondents most of the responses 66.7% comes with the conclusions that they love both the
snacks to eat followed by 28.9% respondents who only loves to eat traditional snacks (namkeen) and in last
on 3.6% people give their choice in favour of westerns nacks.

Out of 8 respondents maximum number of respondents 96.4% prefer haldiram then yellow diamond 3.6%

According to the results the respondents, prefer snacks 75.9% and 24.1% prefer sweets
 Out of 83 respondent the rewere three options for the consumers to select in which 48.8% consumer like
packed soan papdi of among other packed sweet served by haldiram ,followed by rasgulla with 34.5% and
then packed Gulab jamun with 19.3%

Out of 83 responding 72.3 consumers prefer medium packaging and 13.3small packaging and 14.3
consumers prefer large packaging .

Out of 83 respondents 100% consumer suggest haldiram product to their family and relatives
According to the results the respondents, prefer haldiram 55.4%for its quality ,39.8% for its taste ,2.4%
for its packaging and 2.4% for its price

According to results the respondents prefer retail 58.5% for purchasing the product , 34.1% supermarket
and 7.3% multiplex .

Out of 83 respondents 73.8% bhujia said to be considered the most favourite traditional snacks among the
consumer with 17.9% respondents followed byKurkure namkeen and 7.1% moong dal 1.2% leher
 Findings

• We found most of the users are medium or regular users of the company , which shows
that company having a strong image in the customer mind from several years and
serving them a well quality products .

• 67.3% customers have either tried new haldiram product or they are having intere st in
new product, s o th at their ne w pr oduct category is well on track.

• 82.7% respondents said that they will suggest our haldiram pr odu cts t o their r elative s,
friend s it s how s th at po sitive wo rd of mouth is spreading which is good in sense of
prospect customers for haldiram.

• There is a significance differencein haldiram and other brand productintermsofquality ,

freshness, packaging, loyalty,taste, price , qauantity.
 RECOMMENDATION

• For traditional snacks haldiram need to think about a new strategy so that they can
compare with theleading brand lays in westernsnacks
• Customer need awareness related to new product there is no source except the
availability in store. So company should invest some amount for creating basic
awareness rather thaninvestingtheamount topushthenewproduct sale.
• A suggestion from consumer side comes that halddiram should start Dabba
facility in lunch hours from their restauranttonearbyOffices , place or prior
base orders.
• Company may come with more packed sweets category on festivalseason
throughtheirretailersanddistributors supply chain management.
5
• Conduct road shows on various campuses nations wide for the advertisement of
the product.
• Setupminioutletsinsidethemultinationaloffices complexs.
35
• Undertake catering at get together weeding and kitty partiesfor women whoforma
chunkofits target audience.
• Whatever tools and methods the company chooses to employ, interactive
communication shouldbegiventohigh priority. Itcouldventureintocorporateties-ups
atitsvarious outlets
 LIMITATIONS

Possiblelimitationofthe study

• Sample size
. Due to shorter time period the sample size that has been used in this
research related to consumer is said to be small.
. If this working period was much longer than actual probably the
accuracy will be more.

• Lack of available and reliable data Consumer were force to give their response
which sometimes leads tonotgettingtherealoutputfromrespondents.

• Lack of prior research studies on the topic

Therewerelackofavailabilityofpriorresearchpaperon this topic which help to compare
my survey reliability with them the data and interpretation might be differentiate with
population results.

Possiblelimitationofthe researcher

 Fluency in language
Some time s we see the s e mantic barrier pr oble m take pl ace , here also , while dealing
with customer some problem take place and a similar kind of problem might take
place during writing the report.

 Data collection
 Most of the data being secondary can be biased towards company.
 CONCLUSION

Positive

 Both the snacks traditionalandwestern are almost equally popular in terms of

consumer. But the number are more than the western snacksconsumers.
 In traditional snacks most no. of consumers give rank 1 to haldiram which shows
that in traditional snacks haldiram is a leading brand.
 Moong daal is find to be the most popular snacks category and chips in western
category.
 Most of the consumers like haldiram product very much.

Negative

 Most number of respondents rate advertisement of haldiram product very low.

 In western snacks category haldiram faces tough competition fromlays and bingo ,
stillneedtoimprovein western snacks category where lays reflects to be the leading
brand.
 32.3% respondents have not tried the new product of haldiram which means somewhere
theyare untapped might be due to lack of awareness or something else reason.
 Snac lite and panga in western snacks category have not get that much positive
response from consumer side.
 The most common obstacle which is found are not aware about the new product of
haldiram.
 REFERENCES

Books

• PH LIP KOTLER, GARY ARM STRON G, P RAFU LLAY

AGNIHOTRI.
• ESHAN U LH AQ UE 2010. A SO UTH ASIAN P ER SP ECTIVE, 13th edition.

• s
Kothari C. R, Re se arch meth odol ogy , Vi wa P rakash an, new Delhi , reprinted
edition , 2004, page 1-11

• KOTLER P HILIP, ma rke ting manag e ment pr entice hall of India pvt.ltd, new
Delhi 11th edition 2007.

• Haldirams productbrochure.

Websites

• http:// www.Haldiram.com
• http:// www. Haldiram.com/achievements
• Nowiciki ,pawel (2014) department of quality management.
• Kotle r, p and g ary A r mstron g (2005) principle s of mar ke ting, prentice hall of India.
• Pinya silayoi and mark speech — packing and purchase decision: An exploratory
studtyon the impact of involvement levelandtimepressureBritishfoodJournal vol.106
• Vasant p. Gandhi and Abraham kashy-wheat marketing. Research and publications Indian
institute of management Ahmadabad 2006.
• Schiff manandkanuk, termpaper (2000) retrived from www.studymode.com
• Blacke tt &Robbing , The righ t pre ss J ou rnal, 2001 retrived from writepress.co.uk.
• Sve de rbe rg, Ev a ( 2001)cons u me rs vie ws reg arding f ood.
• Jabir Ali , sanjeev kapoor: British food journal vol.112 buying Behaviour of
consumers.
 ANNEXTURE .
1) Name:

2) Age:

3) Gender:
a) Male
b) Female

4) What kind of snacks you prefer the most?

a) Traditional
b) Western
c) Both

5) Which brand you prefer the most?

a) Haldirams
b) Bikano
c) Yellow diamond

6) Do you prefer sweets or snacks ?

a) Sweets
b) Snacks

7) Which packed sweets you liked the most?

a) Rasgulla
b) Soan papdi
c) Gulab Jamun

8) Which package do youprefer?

a) Small
b) Medium
c) Large
9) Would you suggest Haldirams products to your family andrelatives?
a) Yes
b) No

10) What do you like the most in Haldirams?

a) Quality
b) Taste
c) Price
d) Packaging

11) Whatisthemostpreferredchannelfor purchasing haldiramsproduct?

a) Supermarket
b) Retails
c) Multiplex

12) Whichtraditionalsnacks youlikethemostin Haldirams?

a) Bhujia
b) Mixtures
c) Moong dal
d) Peanut Chana