PROJECT REPORT

ON

“ANALYSIS OF CONSUMER PERCEPTION

WITH RESPECT TO DABUR HONEY”

Submitted in the partial fulfillment of the requirement of

Master of Business Economics course of Guru Nanak Dev
University

By

ABHISHEK KUMAR RAJORIA

Roll No: 892971, Batch: 2009-2011

Under the guidance of

Mr. ASHOK ASTHANA
Asst. Professor - New Delhi Institute of Management

New Delhi Institute of Management

NEW DELHI -110062
1
 DECLARATION

I, Abhishek Kumar Rajoria hereby declares that the project work entitled “A study
on Analysis of Consumer Perception with Respect to Dabur Honey” ,
Submitted to Guru Nanak Dev University, Amritsar, is a record of an original
work done by me under the guidance of Ashok Asthana, Faculty, New Delhi
Institute of Management, New Delhi, and this project work has not performed the
basis for the award of any degree or diploma and similar project if any.

Place: Abhishek Kumar Rajoria

Date: MBE-4th Semester

2
 CERTIFICATE

This is to certify that the project titled “A Study On Analysis Of

Consumer Perception With Respect To Dabur Honey” , submitted by Abhishek
Kumar Rajoria to New Delhi Institute of Management, Guru Nanak Dev
University, Amritsar in partial fulfillment of requirement for the award of the
M.B.E. Degree is an original piece of work carried out under my guidance and may
be submitted for evaluation.

The assistance rendered during the study has been duly acknowledged.

No part of this work has been submitted for any other degree.

Place: New Delhi Faculty Guide

Dated: Ashok Asthana

3
 ACKNOWLEDGMENTS

I would like to offer my sincere gratitude to various people, who directly or

indirectly have contributed in the development of this work and who have
influenced my thinking, behavior ad acts during the course of study.

I am indebted to Ambika Sharma (principal) and Ashok Asthana, Faculty, NDIM

for his support, co-operation and motivation provided to me during the study.
Many others had a direct or indirect by no means negligible contribution in the
completion of the project.

The project has been a learning experience for me and would not have been possible
without the support and guidance of the above mentioned people. Needless to say,
I alone remain responsible for any errors that might have crept into the pages,
despite of my best possible efforts to avoid them.

ABHISHE KUMAR RAJORIA

4
 Roll No: 892971

5
CONTENTS

6
 LIST OF CHARTS

S.NO. CONTENTS PAGE NO.

CHAPTER 1. Introduction 7
1.1 Introduction 8
1.2 Objective 10
1.3 Scope of the Study 11
1.4 Research Limitations 12

CHAPTER 2. Review of Literature 13

2.1 Literature Review 14

CHAPTER 3. Research Approach 18

3.1 Methodology 19
3.2 Research Design 21
3.3 Nat ure of Data 22
3.4 Data Source 23
3.5 Sample size 24
3.6 Tools of presentation 25

CHAPTER 4. Company Profile 26

4.1 Company snapshot 27
4.2 Product profile 35
4.3 Product life cycle 36
4.4 Constituents of dabur honey 40
4.5 SWOT analysis of dabur honey 41

CHAPTER 5. Finding and analysis 45

CHAPTER 6. Conclusions and Suggestions 64

Annexure 67
Bibliography 68
Sample Questionnaire 70

CHART TITLE PAGE NO.

NO.
Chart 5.1 What is the percentage of the retailers who keep honey 46
as a product in their outlets
Chart 5.2 What is the percentage of the retailers who think that 47
the gifts/ schemes provided with the brand are attractive
Chart 5.3 How many retailers keep only Dabur honey and how 48
many keep other brands too
Chart 5.4 What influences the sales of Dabur Honey 49
Chart 5.5 How many retailers complained about crystall ized honey 50
Chart 5.6 How many retailers are satisfied with the margin 51
provided
Chart 5.7 How many kids eat honey and how money doesn’t eat 52

7
 honey
Chart 5.8 How ki ds consum e Dabur honey 53
Chart 5.9 How many times in a day kids consume Dabur honey 54
Chart 5.10 At what time kids consume honey 55
Chart 5.11 What free gifts kids prefer with Dabur honey 56
Chart 5.12 What is the percentage of the kids who remember 57
the advertisement and who do not
Chart 5.13 What is the percentage of mothers who consume Dabur 58
honey
Chart 5.14 What is the consumption ratio of Dabur honey 59
between mothers and kids
Chart 5.15 What is the level of satisfaction of the respondents 60
who consume Dabur honey regularly
Chart 5.16 According to you what is the main reason of 61
purchasing Dabur honey over other brands
Chart 5.17 Do you consume Dabur honey if not then which 62
brand you prefer to consume
Chart 5.18 Which package size you generally prefer buy 63

8
 Chapter 1
INTRODUCTION

9
 1.1 INTRODUCTION

Dabur India Limited, established in 1884, is one of the oldest health and personal
care companies of India. This young man, Dr. S.K. Burman, laid the foundation of
what is today known as "Dabur India limited". The brand name Dabur is derived
from the words ‘Da’ for Daktar or doctor and ‘bur’ from Burman. From a humble
beginning in 1884, as a manufacturer of traditional medicine in Calcutta, Dabur
has come along way to become a multi-facet, multi- locational and multi-
product modern Indian Corporation with a global presence. It now enjoys the
distinction of being the largest Indian F.M.C.G. Company and is poised to become a
true Indian multinational.

In its generic form, honey is a wonder product. If in western homes it is a term of

endearment, in India, honey is traditionally seen as a health syrup. No company in the
organized sector had seen business opportunity in honey, till the Dabur India Limited
decided to source honey in large volumes from apiculturalists (bee -hive farmers) and
market it, the company introduced branded honey in glass jars to the Indian market
about a decade ago. The only big organization selling honey at that time was Khadi
Gram Udyog that too unbranded produce from villages to the urban markets. Dabur
found that the demand is low. Honey's usage was restricted to the world of therapy;
used as a cough palliative, a skin conditioner or alternately as a base ingredient
for other ayurvedic formulations.

In the year 1991, Dabur Honey took to national level advertising for the first
time, placing the brand on the purity platform. Growth came, at about 20 per cent
that was not satisfactory. In the year 1994, Dabur gave the brand's ad account to
enterprise. At that time Dabur's ad spend for honey was a piffling Rs. 10-15 lakhs a
year. It changed the traditional perception of Indian consumer about honey as a
medicine to tasty, nutricious food on the breakfast table. Today in the year 2000-
2001, it is a 40 crore brand.

The purpose of undertaking this project is to get to the real life exposure and to get
the feel of the market dynamics .the scope of this project is limited to the

10
understanding of the product life cycle and the market potential of Dabur Honey.
The focus of this

10
project is to increase the consumption of Dabur honey and help the organization
from constant threat from its competitors and suggests the ways and
opportunities to maintain the share of Dabur honey.

The project has done a full justice to the research objective and gave me an insight
to the market potential. This project has been very important, as I have been able
to successfully utilize and apply the marketing tools thereby enhancing my
knowledge. This project has proved to be an important milestone in terms of
applying theoretical knowledge practically thereby making me aware of the
consumers perception about an FMGC product like Dabur Honey.

11
 1.2 OBJECTIVE OF THE STUDY

Following are the objectives of the study:

1. To know retailers and consumers perception about Dabur honey

2. To analyze the market of honey in Delhi, Noida and Ghaziabad.
3. To understand the economic factors affecting the sales volume and
their opportunities.
The purpose of undertaking this project is to get to the real life exposure and to get
the feel of the market dynamics

12
 1.3 SCOPE OF THE STUDY

The scope of this project is limited to the understanding of the product life cycle
and the market potential of Dabur Honey. The focus of this project is to
increase the consumption of Dabur honey and help the organization from constant
threat from its competitors and suggests the ways and opportunities to maintain the
share of Dabur honey.

The project has done a full justice to the research objective and gave me an insight
to the market potential. This project has been very important, as I have been able
to successfully utilize and apply the marketing tools thereby enhancing my
knowledge. This project has proved to be an important milestone in terms of
applying theoretical knowledge practically thereby making me aware of the
consumers perception about an FMGC product like Dabur Honey.

13
 1.4 LIMITATIONS OF THE STUDY:-

Following are the important limitations faced during the research work undertaken

1. It was highly expensive and time consuming.

2. The research is carried out on customers, dealers wholesaler retailers etc. who
are human beings. Human beings have a tendency to behave artificially when
they know that they are being observed.

3. Subjectivity is the main limitation of the study. It is very difficult to verify

the research results.
4. The projects generally took longer time. The time by which the research
results are presented market situation can undergo a change.

14
 Chapter-2
Review of literature

15
Melanie G., “Honey Provides Antibiotic Benefits and a Low Glycemic
Sweetener”, Natural News Journal, January 2011 , Vol - 11, Page No – 40 - 59

Honey provides a natural sweetener that can be used instead of sugar. Honey is
a whole food that comes from plant nectar and does not raise blood sugar as
other simple sugars do. Honey also contains a variety of minerals and vitamins and
has a long history as a healing food. Honey has been used as an antiseptic,
antimicrobial, and antibiotic.
Antibiotic Honey Kills Germs Honey has long been used for its antibiotic properties
and research has now demonstrated the mechanism. In an article published in
the Journal of the Federation of American Society for Experimental Biology,
scientists explain that a protein made by the bees called defensin-1 is the active
germ-killing ingredient in honey. The researchers postulate that honey may even be
able to treat diseases and infections that are antibiotic resistant such as MRSA
(Methicillin- resistant Staphylococcus aureus).

Honey contains antioxidants. A study at the University of California demonstrated

that consuming honey can raise antioxidant levels in the blood. The darker the
honey, the more antioxidants it contains. Dark colored honey from Illinois
buckwheat has been shown to have 20 times the antioxidant value as sage honey
from California. Skin Healing Properties of Honey Because honey has
antimicrobial and antiseptic properties, it can be used to heal skin conditions.
Hundreds of cases have been published in medical journals demonstrating
honey's ability to cure wounds and burns. Honey kills bacteria in the skin and
speeds the healing of burns. It can be used to treat sunburns as well.

Sanchez et-al; “Consumer Perception of Value”, Journal of Consumer Satisfaction,

Dissatisfaction and Complaining Behaviour, January 2006, Vol - 19, Page No – 40 - 58

Consumer value is a concept of continuing interest to scholars, marketing

researchers, and to many marketing practitioners. However, the presence of multiple
meanings, the use of different terms, and even the existence of a diversity of
opinions regarding its features and nature reflect the complexity of its study and
give rise to the possibility of confusion in its application.

16
This article presents a review of the existing literature on the concept of value in
order to shed light on the confusion surrounding this construct. The analysis
highlights the polysemy and the diversity of terms that have been used, along
with the different definitions that have been proposed. Convergent and divergent
elements are also identified. As a result of this review and analysis, the features
that characterize the concept of consumer value are determined and a conceptual
framework is proposed as a basis for future research.

Narain S. “Branded Honey Sold in India is Likely To Be Contaminated

With Harmful Antibiotics”, CSE Report, September 2004, Vol - 8, Page No – 335
- 350

That spoonful of “guaranteed pure” sweetness may be hiding a bitter secret.

Branded honey sold in India is likely to be contaminated with harmful antibiotics,
according to a new study by the Centre for Science and Environment.

CSE's Pollution Monitoring Laboratory tested 12 leading brands of honey sold

in Delhi, including those made by Indian companies such as Dabur, Himalaya,
Patanjali, Baidyanath and Khadi as well as by two foreign companies based in
Switzerland and Australia. Scientists found high levels of six harmful antibiotics in
11 samples, with only the Indian Hitkari brand coming out clean.

Dabur Honey — which has captured 75 per cent of the Indian market — had the
antibiotic Oxytetracycline at nine times the level that is permitted for exported
honey. It also had significant amounts of two other drugs completely banned for
use in honey. If the sample was placed for export to the United States or the
European Union, it would have been rejected.

Nectaflor Natural Blossom Honey, made by Narimpex of Switzerland, had the largest
number — five — of the six antibiotics that it was tested for, including the highest
levels of ampicillin and erythromycin, both of which are not permitted for
beekeeping in any country. It would be illegal to sell it even in Switzerland itself.
Similarly, the Australian brand, Capilano Pure & Natural Honey, which is sold in
40 countries, violated standards set in its home country.

17
It is clear that foreign companies are taking advantage of the lack of regulations in
India. After all, if our government does not care about the health of its people,
why should these companies care. We have standards for antibiotic contamination
in the honey we export. The government even tests and certifies that exported
honey meets health and safety regulations. But we do not have any standards for
domestic honey. This is clearly unacceptable,”.

Bolton L. et al., “Consumer Perceptions of Price (Un) Fairness”, Journal of Consumer

Research, March 2003, Vol - 29, Issue - 4, Page No – 474 - 491

A series of studies demonstrates that consumers are inclined to believe that the selling
price of a good or service is substantially higher than its fair price. Consumers
appear sensitive to several reference points—including past prices, competitor
prices, and cost of goods sold—but underestimate the effects of inflation,
overattribute price differences to profit, and fail to take into account the full
range of vendor costs. Potential corrective interventions—such as providing
historical price information, explaining price differences, and cueing costs—were
only modestly effective. These results are considered in the context of a four-
dimensional transaction space that illustrates sources of perceived unfairness
for both individual and multiple transactions.

Sanzo M.J.; "Attitude and Satisfaction in a Traditional Food Product", British Food
Journal, 2003, Vol - 105, Page No.771 – 790.

The aim of this work was to analyse the relationships between three types of
variables: consumer attitude towards a generic product – honey; the perceived quality
of the specific brand consumed; and the satisfaction with this brand. The paper first
tests the effects the different perceived quality dimensions exercise on satisfaction.
Second, the paper proceeds to analyse the influence of attitudes, on the one hand, on
the different quality dimensions and, on the other hand, on the effects of such
dimensions on satisfaction.

18
Mazis A. B, “Consumer Perceptions of Health Claims in Advertisements and on
Food Labels”, Journal of Consumer Affairs, Summer 1997, Vol - 31, Issue - 1, Page
No – 10
-26

It has been hypothesized that consumers are more skeptical of health claims made
in food ads than of health claims made on food labels. Therefore, the current
research explores consumers' skepticism of health claims when the source of such
claims is identified as a food ad or a food label. The study also examines whether
consumers' beliefs are affected by nutrition information on food labels and whether
health claims that have been challenged by the Federal Trade Commission (FTC)
and by consumer groups are more likely to affect consumers' beliefs than are
unchallenged health claims. The findings have implications for understanding the
role of education in reducing consumer misperceptions of health claims.

Valarie A. Z., “Consumer Perceptions of Price, Quality, and Value: A Mean-End

Model and Synthesis of Evidence”, Journal of Marketing, July - 1988, Vol. - 52, Page
No. – 2 -
22

Evidence from past research and insights from an exploratory investigation

are combined in a conceptual model that defines and relates price, perceived quality,
and perceived value. Propositions about the concepts and their relationships are
presented in this study that is supported with evidence from the literature. Discussion
centres on directions for research and implications for managing price, quality, and
value.

Albert J. D. B., “Consumer Perceptions of Comparative Price Advertisements”, Journal

of Marketing Research, November 1981, Vol - 18, Issue - 4, Page No – 416 - 427

The authors analyse the issue of comparative price advertising from a behavioural
perspective. Because public policy recognises that comparative pricing may lead to
consumer misperceptions, the authors review the regulatory setting and pose
several research questions that need to be addressed. A complex experiment and
replication examining some of these questions is reported.

19
 Chapter-3
Research Approach

20
 3.1 METHODOLOGY

Present study is empirical in nature and based mainly on primary data collected
from respondents through questionnaire and observations. Besides collection and
analysis of primary data, secondary data and pertinent literature has been
compiled from published and documented sources. Previous studies, surveys,
reports and research work have been consulted while concerned persons have
been approached to get insights and relevant statistics on the topic of
investigation. The objective of the research is to find out the consumer perception in
case of Dabur Honey.

A detailed survey of retailers and consumers was carried out to find out
their perception of Dabur Honey. The details of the methodology are stated below.

. Areas : Delhi, Noida and Ghaziabad

. Research Design : Exploratory

. Sources of Information : Primary & Secondary Data
. Data collection Method : Structured Non Disguised
Questionnaire.
. Types of questions Used : Open Ended
Multiple Choice
Close ended
Dichotomous

. Target Group : Retailers

Kids (8-12 Years)
Ladies (Mothers)

. Sampling Method : Convenience Sampling

. Sample Size : Retailers -100

Kids-150,
Ladies-50

21
PROCEDURE OF MARKETING RESEARCH

Define the problem &

Research objectives.

Develop the
Research Plan

Collect the
Information

Analyze the
Information

Present the
Findings

22
 3.2 Research Design

This project will be conducted based on the qualitative empirical research including
graphical representation of the collected data. A qualitative method was chosen
for this project, because it tends to focus on one or a small number of cases, to use
depth analysis of collected materials, to be discursive in method. Qualitative
exploratory method is appropriate here, since this project will focus on the
perceptions and prioritization of consumer in case of purchasing dabur honey and
the various factors and identify important parameters for customer acceptance of
dabur honey. The factors can be best analyzed based on the qualitative methods
for its descriptive possibilities. If required, the descriptive and casual approaches
may also be used.

23
 3.3 Nature of data

It is necessary to prepare a list of the information, which is needed to attain

the objectives. So both Primary and Secondary data were used for the study.
The secondary data was collected from various sources like complied data from
existing sources of outlets and the Internet.

The Primary data was collected from:

. Questionnaire
. Observations
. Personal Interview

The Secondary data was collected from:

. Internet
. News Paper
. Others Books

24
 3.4 DATA SOURCE

The Initial data was collected with the help of the managers and executives of the
company. The Questionnaire was framed with the needed information in mind
and each question was directed and denoted towards finding out specific information.

It is important to notice that this research was conducted based on

respected secondary hand information as well, such as books, Blogs, Research
Papers, and Commentaries, Newspapers both in Electronic and Hard Copy Versions.

25
 3.5 SAMPLE SIZE AND SAMPLING METHOD
Universe
The customers who prefer to buy dabur honey were covered to study the
customer perception and factors affecting their buying behavior.

Sampling method

A survey was conducted in and around Delhi city and NCR Region. Sample sizes of
respondents were 360.

. Target Group : Retailers

Kids (8-12 Years)
Ladies (Mothers)

. Sampling Method : Random Sampling

. Sample Size : Retailers -100

Kids-150,
Ladies-50

Analysis involves converting raw data into useful information. It involves tabulation
of data and graphical representation of these data. This phase will mark the
culmination of the research effort. The research findings and personal experience
will be used to propose recommendations to study the various factor and
identify
important parameters for customer perception and consumer buying behavior with
respect to Dabur Honey .

26
 3.6 TOOLS OF PRESENTATION

The analysis was done on the various data collected by the method of questionnaire.
The analysis method consisted of various pie diagrams and charts that reflected
the basic objectives of the study. Emphasis was placed on providing the facts
though certain suggestions and recommendations from the respondents while
taking interview.

27
 CHAPTER – 4
COMPANY PROFILE

28
 4.1COMPANY SNAP SHOT

Set up in 1884 by Dr S K Burman as a proprietary firm for the manufacture

of ayurvedic drugs, the Company was incorporated later by his descendants in the
name of Dabur (Dr S K Burman) Pvt. Ltd. In the late ’70s, Dabur Pvt. Ltd
promoted a company to manufacture high-grade guargum and a plant was set up at
Alwar. But poor performance resulted in losses and with a view to rehabilitating
the company, Dabur Pvt. Ltd was reverse merged with it and the new company was
named Dabur India Ltd. At Alwar, production of guargum was curtailed and
Dabur’sproducts were introduced. Dabur manufactures over 450 products, mainly
ayurvedic, covering a wide range of health and personal care and has
manufacturing plants located at 6 different places in the country. Dabur went
public in Nov ’93, raising Rs541.5m (at Rs95/share) and the issue was
oversubscribed 21 times. Dabur Research Foundation, a group company, handles
research, product development/ improvement for increasing consumer
satisfaction.

Dabur has come along way to become a multi-facet, multi- locational and
multi- product modern Indian Corporation with a global presence. It now
enjoys the distinction of being the largest Indian F.M.C.G. Company and is poised
to become a true Indian multinational. The phenomenal progress has been many
milestones, some of which are mentioned below:

. 1884- Dr. S.K. Burman lays the foundation of what is today known as
Dabur India Limited. Starting from a small shop in Calcutta, he began
a direct mailing system to send his medicines to even the smallest of
villages in Bengal. The brand name Dabur is derived from the words ‘Da’
for Daktar or doctor and ‘bur’ from Burman.

. Early 1900s- The next generation of Burmans take a conscious decision to

enter the Ayurvedic medicines market, as they believe that it is only
through Ayurveda that the healthcare needs of poor Indians can be met.

. 1920s- A manufacturing facility for Ayurvedic Medicines is set up at

Narendrapur and Daburgram. Dabur expands its distribution network to
Bihar and the north-east.

29
. 1940– Dabur diversifies into personal care products with the launch of its
Dabur Amla Hair Oil. This perfumed heavy hair oil catches the imagination of
the common man and film stars alike and becomes the largest hair oil brand in
India.

. 1956- Dabur buys its first computer. Accounts and stock keeping are one of
first operations to be computerized.

. 1970- Dabur expands its personal care portfilio by adding oral care
products. Dabur Lal Dant Manjan is launched and captures the Indian rural
market.

. 1972- Dabur shifts base to Delhi from Calcutta. Starts production from a
hired manufacturing facility at Faridabad.

. 1979- Commercial production starts at Sahibabad. This is one of the

largest and most modern production facilities for Ayurvedic medicines in
India at this time.
. 1984- The Dabur brand turns 100 but is young enough to experiment with
new offerings in the market.

. 1989- Hajmola Candy is launched and captures the imagination of

children and establishes a large market share.
. 1994- Dabur India Limited comes out with its first public issue. The Rs. 10
share is issued at a premium or per share. The issue is oversubscribed
Rs.
21 times.
. 1995- Dabur enters into a joint venture with Osem of Israel for food
and Bongrain of France for cheese and other dairy products.

. 1996- Dabur launches Real Fruit Juice which heralds the company’s entry
into the processed foods market.

. 1997- The Foods division is created, comprising of Real Fruit Juice

and Hommade cooking pastes to form the core of this division’s product
portfolio.

. 1997- Project STARS (Strive to Achieve Record Successes) is initiated by

the company to achieve accelerated growth in the coming years. The scope of
this project is strategic, structural and operational changes to enable
efficiencies and improve growth rates.

. 1998- The Burman family hands over reins of the company to professionals.
Mr. Nunu Khanna Joins Dabur as the Chief Executive Officer.
30
. 1999-2000- Dabur achieves the Rs. 1000 crore turnover mark.

30
 . 2002 - Dabur record sales of Rs 1163.19 crore on a net profit of Rs 64.4
crore

. 2003 - Maintaining global standards As a reflection of its constant efforts at

achieving superior quality standards, Dabur became the first Ayurvedic
products company to get ISO 9002 certification
. 2005 - Dabur aquires Balsara
. 2005 - Dabur announces bonus after 12 years

. 2008 - Acquires Fem Care Pharma

. 2009 - Dabur Red Toothpaste joins 'Billion Rupee Brands' club

“What is that life worth which can not bring comfort to others”.

Dr. S.K. Burman (1856-1907)

(The founder of Dabur)

VISION
“ Dedicated to the health and well being of every household”

PRINCIPLES

Ownership
This is the company where personal responsibility and accountability are accepted
to meet business needs.

Passion for Winning

All leaders in the area of responsibility with a deep commitment to deliver results

People Development
People are the most important asset. The value is added through result driven
training and the encouragement is through reward and excellence.

Consumer Focus
Superior understanding of consumer needs and develop products to fulfill then better.
Team Work

31
Working together on the principle of mutual trust and transparency in a boundary
less organization

Innovation
Continuous innovation in products and processes is the basis of the success.

ADVERTISING

. OGILIVY AND MATHER (O&M) ,

The Abby award winner for the last 3 years in a row is doing assignment for
Dabur and also have credits of the success of Dabur ‘s brands.

. BRAND AMBASSADORS :
1. Amitabh Bacchan
2. Mahender Singh Dhoni
3. Karishma Kapoor
4. Mandira Bedi
5. Sunil Shetty

Plant locations:

It has 10 manufacturing plants across the country with 2 in UP at Sahibabad

and Noida , 3 in West Bengal at Kharia, Narendrapura & Kalyani, 1 in Bihar at
Dabur gram, 1 in Haryana at Faridabad, 1 in Rajasthan at Alwar, 1 in Himachal
Pradesh at Baddi and 1 in Madhya Pradesh at Katni and 2 abroad , 1 in Egypt and
other in Nepal.

Subsidiaries:

The company has 7 subsidiaries in its fold.

Dabon International Limited: It has a 50:50 joint venture with Bongrain of France
for manufacturing dairy products. The company has 20% market share in
processed cheese market. The company sells its cheese under Dabon brand name.

General De Confiteria Limited: The company's joint venture with Agrolimen of

Spain for manufacture of confectionery products. The company divested its stake in
the venture as a part of its restructuring programme. The company sold offits stake
32
for a consideration of Rs352mn during the year.

32
Excelsia foods Limited: The company's joint venture with Nestle SA
for manufacturing and selling biscuits. The company divested its entire holding in
the venture for a token sum of Rs10 as the venture was a loss making with negative
net worth.

Dabur Foods Limited: The company hived off the foods division into a
separate 100% subsidiary during the year. The company has Real Fruit Juice,
Hommade range of condiments, Lemoneez and other brands in its portfolio. The
company launched its Coconut Milk to its portfolio during the year.

Dabur Nepal Private Limited: The company 80% subsidiary of Dabur

India Limited. In FY00 it set up manufacturing facility for manufacturing PET
bottles for hair oils. The company has also set up new tetra pack unit for
packaging Real Fruit Juices. It is also into manufacturing Beehives and Bee Frames.

Dabur Egypt Limited: The company is a 76% subsidiary of Dabur

Overseas Limited. The company is into business of manufacturing hair oils, vinegar,
rose water, and glucose. The company is planning to source goods for other
African countries from this unit.

Dabur Finance Limited: company is a 100% subsidiary of Dabur India

T
Limited
and is into business of making financial investments. It raises deposits from
public and invests in various investment schemes. The company is expected to be
shutdown by 2002-2003 under the restructuring program it is currently implementing.

Dabur overseas Limited: This company is a 100% subsidiary of Dabur

India Limited and is into trading activities. It acts as an investment holding
company. This company is based in Hong Kong. The company didn't perform any
business during the year.

Dabur International Limited: This company is a 100% subsidiary of Dabur

India Limited. The company is into business of carrying out trading activities.
This company is based in Hong Kong. During FY00 the company didn't
perform any business

33
DIVISION WISE BREAKDOWN OF CONSOLIDATED

Revenue Financial

34
CHYAWANPRASH – Largest Ayurvedic medicine with market size of about Rs.
2 billion, Daburis market leader with 65% share

Interim dividend of 100% declared by the Board

35
PRODUCT PUNCH LINE

36
 4.2 PRODUCT PROFILE

心 In its generic form, honey is a wonder product. If in western homes it is a term

of endearment, in India, honey is traditionally seen as health syrup.
心 No company in the organized sector had seen business opportunity in honey,
till the Dabur India Limited decided to source honey in large volumes
from apiculturalists (bee -hive farmers) and market it, the company introduced
branded honey in glass jars to the Indian market about a decade ago.

心 The only big organization selling honey at that time was Khadi Gram Udyog
that too unbranded produce from villages to the urban markets.
心 Dabur found that the demand is low. Honey's usage was restricted to the world
of therapy; used as a cough palliative, a skin conditioner or alternately as a
base ingredient for other ayurvedic formulations.
心 Dabur made a start of mass marketing its honey. By flowing honey through
its distribution stream, all that the company had achieved was placing the
product within the urban consumer's reach.
心 By the late 1980's, small regional brands had started getting stronger,
although they were confined to small pockets by their lack of a wide
distribution mechanism. This posed a danger.
心 Other brands- Natural way (Golden Meadows), Allied's and Mehson's
among them had started gaining recognition in the branded honey market.
And some more were on their way in, some with fancy packaging to target
the upmarket buyer. The small marketers were selling on price, which meant
trouble for Dabur.

心 In the year 1991, Dabur Honey took to national level advertising for the first
time, placing the brand on the purity platform. Growth came, at about 20 per
cent that was not satisfactory.

心 In the year 2007, Dabur gave the brand's ad account to enterprise. At that
time Dabur's ad spend for honey was a piffling Rs. 7 – 8 crore a year. It
changed the traditional perception of Indian consumer about honey as a
medicine to tasty, nutricious food on the breakfast table.
心 Today in the year 2009 - 2010, it is a 350 crore brand.

37
 4.3PRODUCT LIFE CYCLE

A product’s differentiating and positioning strategy must change as the product,

market and competitors over time. There are four stages in a product life cycle and
the product life cycle curves are portrayed as bell-shaped as shown in the figure.

The four stages are:

1. Introduction- This is a stage in which the product is introduced in the market and
is a period of slow sales growth. Profit are nonexistent in this stage because
of heavy expenses incurred with product introduction.

2. Growth- In this stage, the product goes through a period of rapid

market acceptance and substantial profit improvement.

3. Maturity- This is a period of slowdown in sales growth as the product

has achieved acceptance by most potential buyers. As the competition increase,
the profit stabilizes or decreases.

4. Decline- This is period when sales decline and profit decrease.

The above stages can be summarized as shown in the

Introduction table below:
Growth Maturity Decline

Low Fast Growth PeakSlow

LevelGrowth Declining
Declining Low
Negligible Negative
Moderate High Low
Few Growing Many Declining Laggard
Innovative Mass Market Mass Market

Source: www. Daburindia.com

38
 In the above stages, the MARKETING STRATEGIES, which should be adopted, are:

1. INTRODUCTION- In this stage, the main objective should be to

create awareness and trial by adopting the following strategies:
♦ Offering a basic product.
♦ Use cost-plus for pricing the product.

♦ Build selective distribution.

♦ Build product awareness among early adopters and dealers
by advertising.
♦ Use heavy sales promotion to attract the people to try the product.

2. GROWTH- In this stage, the main objective is to maximize the market share by:
♦ Offering product extensions, service, warranty etc.
♦ Price should be such that it penetrates the market.

♦ Build intensive distribution.

♦ Build awareness and interest in the mass market through advertising.
♦ Reduce sales promotion to take advantage of heavy consumer demand.

3. MATURITY- In this stage, the main goal is to maximum the profit

while defending the market share by:
♦ Diversify brands and items.
♦ Price should match or beat the competitor.

♦ Build more intensive distribution.

♦ Increase sales promotion to encourage brand switching.

4. DECLINE- In this stage, the marketing strategy should focus on reducing

the expenditure and milking the brand by:
♦The product, which is weak, should be phased out.
♦ Cut price.
♦ Go selective, eliminate unprofitable outlets.
♦ Reduce advertising to the level required to retain hard-core loyal.
♦ Reduce sales promotion to a minimal level.

39
 S a l e s

&

S
A
RL
E
I
O

T Prof
($) INTRODUCTI ON GROWTH MATURITY DECLINE

Source: www.daburindia.com

40
 PRODUCT LIFE CYCLE

Taking into consideration the Dabur Honey, this has market share of 66% (in
value) and 44% (in volume). Its annual sales are approximate 40 corers per annum.
The total market of honey is 100 corers. The dabur honey was relaunched in
1994 as food items. There has been 12% in increase in sales from the last year,
which is a positive sign. The company is nowadays offering it as a food. It is
being widely distributed and lot of money being spent on advertising and
sales promotion. Reminder Advertising is important to remind the target market
about the existence of the product.

Stage in the Product Life Cycle: Maturity

The product has been relaunched and brought into the food category. Also, it has
a significant market share both in value and volume terms

41
 4.4CONSTITUENTS OF HONEY

Percentage
. Total Dissolved Solids 70-80
. Sugars
. Fructose (Levulose) 38
37
. Glucose (Dextrose)
2
. Sucrose
0.5
. Other higher sugars
20
. Water

. Minerals: (Potassium, Calcium, Magnesium, Iron, Copper,

Manganese, Phosphorus, Sulphur, Chlorine and Traces of
0.5
Chromium, Nickel, Tin, Silver, Gold etc.
. Acids: (Acetic, Buteric, Citric formie, gluconic, maleic, lactic,
succine etc.)
. Proteins and Amino Acids: (Proline, Phenylanin , 0.2
Leucine, Valine etc.)
. Enzymes: (Invertase, Amylase or Diastare, Gluclose - oxidase
etc.) 0.25
. Vitamins: Vitamin B-I or Thiamin, Vitamin B-2 or Riboflavin,
Niacin, Vitamin B-6 or Pyridoxal, Vitamin C
Traces

Traces

Source: www.daburindia.com

42
 4.5 SWOT ANALYSIS

A very useful tool in analyzing a business spectrum is the SWOT Analysis. This
four lettered word is formed from the initials of the following words: Strength,
Weakness, Opportunity and Threat. The analysis is done by identifying these four
parameters
involved with the organization and utilizing them as analytic tools for carrying out the
process.

After conducting the survey, the following facts were noticed in regard to the
above mentioned parameters. An effort has been made to show these facts in a
detailed form in so called SWOT ANALYSIS.

43
 BRAND STRENGTH / WEAKNESS ANALYSIS

Important Parameters Strengths Weaknesses

Brand ‘Dabur Honey’ Brand Loyalty
66% Market Share
(In value)
45% Market Share
(In Volume)
Most Selling Brand
40-Crore Brand
Price Affordable
Packaging Attractive No sachet / Plastic
Available in 5packsizes Packaging
(50 gms, 100gms, 200gms, 500
gms and 1 Kg.)

Positioning Targeted to kids (i.e. 6-10 Yrs.)

as a food item.
Advertising Leading Brand Ambassadors,
Effective Reach
Sales Promotion . No window hiring/
displays.

. Some retailers are

unaware about
the sale
promotion schemes.

. Present gifts are less

attractive.
. Less schemes for
retailers to push the
product.
Distribution System Widespread two level channel.

44
THREATS
. Branded honey is available in the market with five or six flavors.

. Competitive brands are giving more margins because of which retailers are least
interested in selling their product.

. A complaint like granulation of honey (i.e. small sugar crystals) is affecting

the sales.
. Foreign branded honey is now available in the market and is liked by the
consumers.
. In areas like South Delhi, customers don’t consider price to purchase honey
and foreign honey is capturing the market.

OPPORTUNITIES
. New flavors of honey could be introduced.
. Innovative packaging like sachet and plastic packaging could be launched.

. In Ghaziabad, market for expensive foreign honey has not been developed yet,
so there are only few brands including local ones among which Daburis the
leader.

DABUR HONEY COMPETITORS

. Indian Brands
Mehsons
Baidyanath
Natural Way
Himani
Zandu
Charakh
Himalayan
Himflora
Kashmiree Honey

45
. Foreign Brands
Capilano (Australian)
Lagneese (German)
Fragata

. Domestic Brands

Ankur ( Khadi Gram Udyog)

Dadi’s ( Hoshiarpur)
Kabliwala
Tripta
Hadras (U.P.)
Mohun’s
Uttarakhand
Bajaj
Honeylime
Baba
Balaji
Leheson
Lekhsons
Allied’s
Indica

46
CHAPTER- 5
FINDINGS
&
ANALYSIS

47
Based on the questionnaire, the following results could be drawn in graphical
form. For the several parameters involved in the study it is beyond the scope of this
report to show each result based on individual parameters as that would
unnecessarily turn the project report lengthy and cumbersome to follow. The
numbers indicated in the results below represent the sample size or the number of
respondents involved in the study.

PART-A
FINDING AND ANALYSIS OF RESPONSE FROM (RETAILERS)

Chart 5.1 What is the percentage of the retailers who keep honey as a product in
their outlets?

8%

92%

Who Keep Honey Who Don't Keep Honey

INTERPRETATION

It was observed that 8% of the retailers don’t keep honey at all while 92% of the
retailers do keep honey. Most of the retailers they keep honey because it is
consumed as a daily routine of life and has many benefits.

48
Chart 5.2 What is the percentage of the retailers who think that the gifts/
schemes provided with the brand are attractive?

10%

10%

80%

Unattrative Scheme Attractive Scheme Can't Say

INTERPRETATION

About 80% of the retailers told that the effect of the present gifts in nil while
10% respondents told that they are attractive and remaining 10% were neutral and
prefer not to answer. This indicates that Dabur as a brand do not have to
concentrate more on offer gifts as they already are market leader with 75% market
share and has earned trust as a result of quality and services.

49
 Chart 5.3 How many retailers keep only Dabur honey and how many keep
other brands too?

4%

44% 52%

Keep Only Dabur Honey Other Brands Including Dabur Don't Keep Dabur Honey

INTERPRETATION

About 52% of the retailers keep only Dabur Honey while 4% of them do not keep
Dabur Honey and remaining 44% of the retailers keep other brands too along
with Dabur. Customer generally go for Dabur because of the quality and
advertisements where as advertisement issued by other companies were
comparative less as compared to Dabur hence consumers are not much aware about
them.

50
 Chart 5.4 What influences the sales of Dabur Honey?

2%
9%

5%

10%
52%

17%

Brand Name Quality Purity

Promotion Scheme Easy Availability Advertisement
Can't Say

INTERPRETATION

About 52% of the retailers told that sale of Dabur Honey is mostly influenced by
its brand name, 17% told that it is influenced by quality, 10% told that sales is
influenced by product’s purity, 5% because of advertisement, 2% respondents
told that it is because of promotion schemes and 5% told that it is due to easy
availability. This is because the company is oldest in this field and hence trust is
there, also the sales in influenced due to quality of Dabur

51
Chart 5.5 How many retailers complained about crystallized honey?

30%

70%

Complaints No Such Complaints

INTERPRETATION

About 30% of the retailers’ have complained about the crystallized honey
while remaining were not having any complaint. It is due to the fact that
people who consume honey or who sells it does not themselves know much about
the plain honey and the crystallized honey classification also the taste is almost same .

52
Chart 5.6 How many retailers are satisfied with the margin provided to them?

39%

61%

Unsatisfied with margin Satisfied with margin

INTERPRETATION

About 61% of the retailers were unsatisfied while remaining was satisfied with the
margin provided to them because due to the fact that Dabur enjoys a large market
share and retailers doesn’t have to promote it to consumers more to push the sale of
honey.

53
 PART-B

FINDING AND ANALYSIS OF RESPONSE FROM (KIDS)

Chart 5.7 Do you consume honey?

28%

72%

Don't Eat Honey Eat Honey

INTERPRETATION

About 28% of the kids don’t eat honey at all while majority of them (72%) do
eat honey because kids mostly consume honey with milk and adding honey to most
of the eatable add a good taste to it so they prefers it rest may avoid it due to the
health reason or un availability.

54
Chart 5.8 How do you consume Dabur honey?

13%

39%

48%

Plain With Bread/ Milk/ Paronthas Both

INTERPRETATION

About 39% of the kids consume plain honey directly followed by 48% of the kids
who consume it with bread, milk or paranthas and rest 13% of them consume it
as directly or with other eatables like with milk, bread and paranthas as it adds a
taste to these items.

55
Chart 5.9 How many times in a day you consume Dabur honey?

34%

66%

Consume once a day More than once

INTERPRETATION

About 66% of the kids consume honey once a day while 34% of them consume
honey twice or thrice a day. The consumption of honey is mostly once a day
because kids prefer it at the morning / evening time while having there breakfast/
evening snacks and also the consumption of honey in the morning is more
beneficial due to medical

reasons.

56
Chart 5.10 In which form would you like to consume honey?

26%

33

34%

As food items
As Snacks
As Medicine
As Both ( Food Items & Snacks)

INTERPRETATION

About 33% of the kids consume honey as food items (At a specific time ie.
in morning or evening), 34% of them consume it as snacks (ie. at any time of the
day), and 26% of them consume it as both snacks and food items. Remaining 7%
consume it as medicine, this difference arise mostly due to the difference in
education, culture and thinking pattern of parents / kids.

57
Chart 5.11 “Which free gift/ gifts would you like to have with Dabur honey”?

23%

53%

24%

Chess Sketch Pen Snake & Ladders

INTERPRETATION

About 53% of the kids prefer chess as free gift while 24% of them prefer sketch
pens and remaining prefer snake & ladders as free gift. Now a days kids are more
smart so they prefer to play smart games which passes there time and also
sharpen there memory along with entertainment.

58
 Chart 5.12 Do you remember the advertisement issued by Dabur to promote
Dabur honey?

1%

90%
SeenandremembertheDaburadvertisement NotSeentheadvertisement Otheradvertisement

1
9%

90%

Seen and remem ber the Da bur advertise tnSteen the advertisement
Other advertisement

INTERPRETATION:

About 90% of the kids have seen and remembered the Dabur advertisement, while
9% have not seen the advertisement and 1% kids have seen the advertisement of
other brand’s also. This is because of the brand ambassador the company hire for this
job is always a big name like Amitabh, Dhoni they both are so much popular that
any one can remember .

59
 PART-C

FINDING AND ANALYSIS OF RESPONSE FROM (MOTHERS)

Chart 5.13 What is the percentage of mothers who consume Dabur honey?

14%

86%

Don't Consume Honey Consume Honey

INTERPRETATION

About 14% of the respondents mother don’t consume honey at all followed
by majority of the respondents mother (86%) consumes who consume it daily.
Reasons behind non consumption of honey highlights that most of them do not like
it or they think it does not affect their health much.

60
Chart 5.14 What is the consumption ratio of Dabur honey between mothers and kids?

35%

65%

Kids Adults

INTERPRETATION

About 65% of the respondents told that kids consume honey the most, while 35% of
the respondents told that adults consume honey the most because kids generally like
sweet and the elder people to make child eat they apply honey on food items, it
is recommended too by the doctors.

61
Chart 5.15 What is the level of satisfaction of the respondents who consume
Dabur honey regularly?

17%

44

39%

Very Good Good Satisfied

INTERPRETATION

About 17% of the respondents are satisfied with Dabur honey, the level of
satisfaction for 39% of the respondents was good and for 44% of the respondents
was very good. This shows those maximum respondents are satisfied with Dabur
honey becausese of the consistent quality service and taste.

62
Chart 5.16 According to you what is the main reason of purchasing Dabur
honey over other brands?

21%
30%

24%
25%

Quality Purity Easy Availability Brand Name

INTERPRETATION

About 34% of the respondents purchase Dabur honey because of quality, another
27% respondents purchase it because of purity, 26% respondents go for it due to
easy availability, 23% prefer it due to brand name. Consumers generally prefer
to buy Dabur honey because of its quality & purity.

63
Chart 5.17 Do you consume Dabur honey if not then which brand you prefer to
consume?

10%

90%

Consume Dabur Honey Don't Consume Dabur Honey

INTERPRETATION

About 90% of the respondents consume Dabur honey, while they remaining
respondents (10%) consumes honey of other brands. The consumption of Dabur
honey is more because Dabur offers quality and taste also it is the market leader
with 75% of the market share.

64
Chart 5.18 Which package size you generally prefer buy?

17%

5%

40%

38%

500gms. 200gms. 1 Kg. 50gms. and 100 gms.

INTERPRETATION

About 40% of the respondents generally consume 500 gms pack, 38% respondents
consume 200 gms., and rest 5% respondents consume 1 Kg pack followed by
17% respondents who consume 50 gms./100 gms pack. The pack which is mostly
preferred by the mothers is the 500 gms because it is easy to store and convenience
to handle also the price range is within budget.

65
 Chapter 6

CONCLUSION
&
SUGGESTION

66
 CONCLUSIONS

On the basis of the study following conclusions have been arrived at

. This survey has revealed that the Ayurvedic industry is a very complex industry with
a manufacturing process, which is sensitive and requires expert supervision as
Dabur Honey enjoy good brand loyalty.

. Fluctuating demand of Ayurvedic medicines is a problem with which

companies have to contend. As in the case of Asav-arishtas which enjoy good
demand during season changes and warm months low demand in the other
seasons , the demand is not met well by companies which fail to accurately predict
this pattern and hence end up producing insufficient quantities when the demand is
high and end up with excess inventory as the demand wanes. The companies fail to
review their targets accurately to coincide with the decreasing levels of demand.

. Dabur Honey is under constant threat from it competitors and loosing its
market share. Due to an inadequate budget for advertising, the company has
been unable to promote and create a consumer base of its own.

. The Dabur Honey brand is a major player in the market. Though due to
inefficient distribution and sales network its true potential is yet to be realized.
As currently they hold the 75 % of the market share but with better supply
chain management they can improve more.

. While conducting the study it was analysed that people mainly buy the product
because trust factor and the company is lacking in fulfilling the demand due to
there poor supply chain management so the need to work on it.

. During the study it was found that the margin paid to the retailers were less as
compared to the competitors.

67
 SUGGESTIONS

After the survey and the analysis, a lot of information was gathered this is
being presented in the form of suggestions.

. As the honey is targeted to the kids, they are consuming honey in the same ways
as suggested in the advertisement. So, if the consumption of honey has to be
increased the new uses can be suggested. (e.g., it can be used for preparation of
cakes, jelly, squash etc.)

. To increase its consumption, it can be written on the bottle of the honey that
for best results, use thrice a day for kids and twice a day for adults (as the case
may be)

. It is natural for honey to crystallize but consumers can be made aware about
this fact because it is affecting the sales.

. More schemes like ‘Seasonal Schemes’ can be given to the retailers. More
and more displays like window hiring can be given for the retail outlets as it has
been said that “ Jitna Dikhega Utna Bikega”

. Margin can be increased because other competitors are giving more margin
due to which the retailers are least interested in pushing the brand (Mehsons is
giving 36% margin).

. New packaging like ‘Sachet or plastic packaging’ can be introduced. Plastic

packaging for 1 kg. Honey was demanded by the consumers.

. Sales promotion schemes like” Price off or extra Amount” can be

given.Sales promotion gifts like ball, Badminton Racket, Pocket chess, small
toys, cars etc can be given for kids , concentration should be given on smart
games.

. The main competitors are Mehsons, Natural way, Himani which are not as
strong as Dabur.The Brand like Mehsons can be purchased to kick it out from the
market.
. Foreign brands like Capilano, Lagneese, Fragata are now available in the
market and doing well in posh markets like South Delhi

. An awareness programme can be done in the schools like Mother’s pride where
gifts and posters can be given to the kids and by distributing small sachets
and gifts to the children on the places like ‘malls and amusement parks’
68
through the Joker.

68
ANNEXURE

69
 BIBLIOGRAPHY

BOOKS

1. Kotler. P: Consumer market and consumer buying behaviour;

‘Marketing Management’ 12th Edition; Pearson Education; Page No-120.

2. Karunakaran. K: Product Life Cycle; ‘Marketing Management’ 1st

Edition; Himalaya Publishing House; page no- 143.

3. Gupta S.L: Consumer Research & Marketing Research; ‘Marketing

research’1st Edition; Execl Books; Page No- 345 & 425.

JOURNALS

1. Melanie Grimes: “Honey Provides Antibiotic Benefits and a Low Glycemic

Sweetener”, Natural News Journal , January 2011 , Vol-11, Page No-40-59.

2. Narain S. “Branded Honey Sold in India is Likely To Be Contaminated

With Harmful Antibiotics”, CSE Report, September 2010, Vol - 8, Page No - 335-
350.

3. Sanchez et-al; “Consumer Perception of Value”, Journal of Consumer

Satisfaction, Dissatisfaction and Complaining Behaviour, January 2006, Vol - 19,
Page No - 40-58.

.
4. Bolton L., et al; “Consumer Perceptions of Price (Un) Fairness”, Journal of
Consumer Research, March 2003, Vol - 29, Issue - 4, Page No - 474-491.

5. Sanzo M.J.; "Attitude and Satisfaction in a Traditional Food Product",

British Food Journal, 2003, Vol - 105, Page No.771 – 790.

70
6. Mazis A. B,“Consumer Perceptions of Health Claims in Advertisements and
on Food Labels”, Journal of Consumer Affairs, Summer 1997, Vol - 31, Issue - 1,
Page No - 10-26.

7. Valarie A. Z., “Consumer Perceptions of Price, Quality, and Value: A Mean-

End Model and Synthesis of Evidence”, Journal of Marketing, July - 1988, Vol.
- 52, Page No. – 2 - 22.

8. Albert J. D. B; “Consumer Perceptions of Comparative Price

Advertisements”, Journal of Marketing Research, November 1981, Vol - 18, Issue -
4, Page No - 416- 427.

WEB - SOURCES
www.daburindia.com

www. wikipidea .org

NEWSPAPERS

Business Standard

Economic Times

Navbharat times

71
SAMPLE QUESTIONNAIRE

72
 QUESTIONNAIRE (CHILDREN)

1. [i] Name … … … … … … … … … … … … … … … … … … … …
[ii] Age … … … … … … … … … … … … … … … … … … … … .

2. Among the following, which items do you consume?

[i] Jam ž [ii] Chips ž
[iii] Chocolates ž [iv] Jelly ž
[v] Honey ž [vi] Cheese ž
[vii] Butter ž [viii] Cold Drinks ž

3. If No (in question Three), why do you consume honey?

[i] Health ž [ii] Taste ž
[iii] Both (i) & (ii) ž [iv] Any other ž

4. How do you consume honey?

[i] Honey plain ž [ii] With toast/Bread ž
[iii] With Milk [iv] With Ice-cream ž
[v] With Biscuits ž [vi] With Nibu Pani ž
[vii] With Parathas/Roti ž
[viii] Any Other (Specify) … … … … … … … … … … … ..

5. When do you consume honey?

[i] At breakfast ž
[ii] With snacks ž
[iii] With friends ž
[iv] When you want to have something for fun ž
[v] Whenever you feel like having something sweet ž
[vi] Along with lunch/ dinner ž

6. How many times do you take honey in a day?

[i] Once ž [ii] Twice ž
[iii] Thrice ž [iv] Any other

73
 7. Which free gift/ gifts would you like to have with Dabur honey?
[i] Snakes And Ladders ž [ii] Sketch Pens ž
[iii] Chess ž

8. Have you seen any advertisement of honey on television?

[i] Yes ž [ii] No
ž
9. If yes (in question six), which advertisements?
………………………………..………………………………..
……………………………………………………………………………

10. Which T.V. Channels?

[i] Sony ž [ii] Star Plus
ž
[iii] Zee Network ž [iv] Cartoon ž
[v] Doordarshan ž [vi] Any other

11. Have you decided to purchase Dabur honey after watching

the advertisement?
[i] Yes ž [ii] No
ž
12. Who encourage you to take Dabur honey?
[i] T.V. ž [ii] Friends ž
[iii] Family ž [iv] Any other ž

74
 QUESTIONNAIRE (MOTHERS)

1. PERSONAL DETAILS
Name:
Address/Tel:
Age:
Occupation:
Income:-
(i) Below - Rs. 5,000 ž
(ii ) Rs. 5,000 - Rs. ž
10,000 (iii ) Rs. 10,000 - Rs.
ž
15,000
(vi ) Rs. 15.000 & above ž

2. From the following which items do you consume?

(i) Jam ž (ii) Ketchups ž
(iii) Honey ž (iv) Cheese
ž
( Butter ž (vi) Chips
ž
(vii) Cold drinks ž (viii) Any other (specify) … … … …

3. Who consumes honey the most?

(i) Children ž (ii) Yourself ž
(iii) Husband ž (iv) Family ž
(v) Any other (specify) … … … … … … … … … … … … … … … … .

4. How do kids consume honey?

(i) Honey plain ž (ii) With toast/Bread ž
(i) With Milk (iv) With Ice-cream ž
(v) With Biscuits ž (vi) With Nibu Pani ž
(vii) With Parathas/Roti ž (viii) Any Other (Specify) … … … …

75
 5. How do adults consume honey?
(i) Honey plain ž (ii) With toast/Bread ž
(iii ) With Milk (iv) With Ice-cream ž
(v) With Biscuits ž (vi) With Nibu Pani
ž (vii) With Parathas/Roti (viii) Any Other

ž
6. When do you take honey?
(i) At breakfast ž
(ii) Any times of the day as a snacks ž
(iii) As when need arise ž
(iv) Any other (specify) ž

7. Why do kids consume honey?

(i) Taste ž (ii) Health ž
(iii) Both (i) & (ii) ž (iv) Any other (specify) … … …

8. Why do adults consume honey?

(i) Taste ž (ii) Health ž
(iii) Both ž (iv) Any other (specify) … … … … …

9. When do you usually decide your purchase of honey?

(i) As on when need arises
ž (ii) With monthly grocery list
ž
(iii) Any other ( specify) … … … … … … … … … … … … … … …

10. In which season do you purchase honey mostly?

(i) Winter ž (ii) Summer
ž (iii) Rainy season ž (iv) Whole year
ž

11. Do you buy ………………………………………………… ?

(i) Branded ž (ii) Unbranded ž
(iii) Local Brand ž (iv) Any other Specify) … … … … ...

12. Which brand comes to your Mind first when you heard of the word "Honey"?
(i) Dabur ž (ii) Zandu ž

76
(iii) Himani ž (iv) Any other Specify) … … … … ...

76
 13. Which brand do you consume?
(i) Dabur ž (ii) Zandu ž
(iii) Himani ž (iv) Any other (Specify) … … …

14. If answer is (a) in Q. fifteen what do you like the most?

(i) Purity ž (ii) Quality ž
(iii) Price ž (iv) Easy availability
ž
(v) Packsize ž (vi)
Packaging (vii ) Brand name ž (viii)
ž
Free gifts
(ix) Any other (Specify) ……………………………

15. Which packsize do you normally purchase?

(i) 50 gms. ž (ii) 100 gms.
ž (iii) 200 gms. ž (iv) 500 gms.
ž
(v ) Any other (specify) ………………………………………

16. From where do you buy Dabur honey generally?

(i) Medical store ž (ii) General store ž
(iii) Departmental store ž (iv) Any other (Specify) … …

17. Who influence the buying decision?

(i) Children ž (ii) Friends ž
(iii) Family ž (iv) Any other (specify) … … … …

18. What is your monthly consumption of Dabur honey?

(ii) Good ž
19. Your level of satisfaction:-
(iv) Any other (Specify) … …
(i) Very good ž
(iii ) Satisfy ž

20. Your Suggestions:

…………………………………….……………………………………….
……………………………………….……………………………………….
…………………………………………………………………………

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 QUESTIONNAIRE (RETAILERS)

1. Do you keep
honey? [i] Yes ž [ii] No ž

2. Which brands do you have?

[i] Dabur ž [ii] Himani ž
[iii] Zandu ž [iv] Any other (specify) … … … …

3. Which brand do you sale mostly?

[i] Dabur ž [ii] Himani ž
[iii] Zandu ž [iv] Any other [specify] …………

4. Do customers ask for simply honey or branded honey?

[i] Yes ž [ii]
ž
No

5. Which brands do customer generally ask for?

[i] Dabur ž [ii] Himani ž
[iii] Zandu ž [iv] Any other [specify] … … … … …

6. (If answer is one in question five) which pack sizes of Dabur honey do you have?
[i] 50 gms. ž [ii] 100 gms. ž
[iii] 200 gms. ž [iv] 500 gms. ž
[v] Any other (specify) … … … … … … … … … … … … … … … … … .

7. Which packsizes do you sale mostly?

[i] 50 gms. ž [ii] 100 gms. ž
[iii] 200 gms. ž [iv] 500 gms. ž
[v] Any other (specify) …………………………………………

8. Do you think that do children demand Dabur honey mostly?

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9. What factors influence customers to buy Dabur Honey?
[i] Purity ž [ii] Quality ž
[iii] Price ž [iv] Easy availability
[v] Advertisement [vi] Packaging ž
[vii] Brand name ž [viii] Free gifts

10. Do you think that the gifts/ schemes provided with the brand are
attractive? [i] Yes ž [ii] No
[iii] Can Not Say

11. Do customers purchase honey after seeing various brands?

[i] Yes ž [ii] No ž

12. What do you think that more consumption of Dabur Honey depends upon season also? If
Yes?
[i] Winter ž [ii] Summer ž
[iii] Rainy Season ž [iv] Any other (specify) …………

13. What is your monthly sale of honey?

[i] In gms. ž [ii] In kgs. ž

14. Are you satisfied with your margin provided by Dabur?

[i] Yes ž [ii] No ž

15. How is your relation with distributors?

[i] Very Good ž [ii] Good ž
[iii] Satisfy ž [iv] Any other (specify) … … … … ..

16. Yours Suggestions: -

……………………………………………………………………………
……………………………………………………………………………

79