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SL.NO 1 2 Particulars
INTRODUCTION • • Indian oil market Indian market as a hierarchical Industry profile Company Profile
Page. No 4 5-7
8-11 12-18 19-25 26-33
Product profile MARKETING RESEARCH • • • • • Identification of problem Objective of the study Scope of the study Research methodology Analysis techniques
• Limitation of the study DATA ANALYSIS & INTERPRETATION • • • • • Findings Conclusions Suggestions Bibliography Annexure
34-46 47-48 49-50 51-52 53-53 54-57
EXECUTIVE SUMMARY INTRODUCTION: KOF has modern edible oil packaging plant in Hubli. Various types of edible oils are packed in sachets, Bottles, and Barrels to suit the market requirements. NDDB also utilize the surplus capacity of the packing plant to pack "Dhara Health"-a premium sunflower oil brand of Nation Dairy Development Board's (NDDB). The project has got a packaging plant in Hubli with a capacity of 250 tones per month edible oil. All these Products carry the Government of India’s "AGMARK" seal which is a certification that ensure the purity and quality of the products. This project deals with the “social class & its influences on buying behavior in Hubli city”. In this project problem is to know the the customer is effect on buying KOF oil. The report is based on the data collected from the relative category of customers. The study reveal that at present advertising of KOF oil is very poor when compare with the other Brands.
Indian market as a hierarchical
UPPER MIDDLE CLASS LOWER MIDDLE CLASS
Indian market as a hierarchical In Indian oil market, social class categories usually are ranked in a hierarchy ranging from low to high status. Consumer may purchase certain product or oil because these oils are favored by members of their own or a higher social class this hierarchical aspect of social class is important to marketers. The classification of society’s member into a small number of social classes has enabled researchers to note the existence of shared values, attitudes & behavioral patterns among the members within each social class & differing values between social classes.
Social class categories in buying the KOF oil Little agreement exists among sociologist on how many distinct class divisions are necessary to adequately describe the class structure of the oil market. In divided the specific communities into 4 social class structures. Which are 1) LOWER CLASS 2) LOWER MIDDLE CLASS. 3) UPPER MIDDLE CLASS. 4) UPPER CLASS
BABASAB PATIL 5
INDUSTRY PROFILE India is the fourth largest oilseed producing country in the world, next only to USA, Chain and Brazil, harvesting about 25million tones of oilseeds against the world production of 250 million tones per annum. Since 1995, India share in world production of oilseeds has been around 10 percent. Although, India is a major producer of oilseeds, per capita oil consumption in India is only 10.6 kg/annum which is low compared to 12.5 kg/annum in China, 20.8 kg/annum in Japan, 21.3 kg/annum in Brazil and 48.0 kg/annum in USA. Many varieties of oilseeds along with tree origin oilseed are cultivated in India. Among these, the major oilseeds are soybean, cottonseed, Groundnut, sunflower, Rapeseed, Sesame seed, Copra, Linseed, Castor seed and palm Kernels. India occupies the place of pride as the world’s largest groundnuts, Sesame seeds, Linseed and Castor seeds. In India, oilseeds are grown in an area of nearly 27 million hectares across the length and breadth of the country. Depending on the period of cultivation, the oilseeds are classified as ‘Kharif Crop’ and ‘Raby Crop’. The Kharif Crop that is dependent on the monsoon is harvested around OctoberNovember each year. On the other hand the Raby Crop is harvested around March-April each year. The edible oil industry of the country comprises of 50,000 expellers, 600 solvent extraction plants, 300 vegetable oil refineries and 175 hydrogenation plants. The edible oil sector occupies a district position in Indian economy as it provides jobs to millions of people, achieves on an average a domestic turnover of US $ 10 billion per annum and earns foreign exchange of US $ 90 billion per annum. According to an estimate by national counsil of applied economic research (NCAER), in the year 2000-2001, the demand for edible oil was projected at 10 billion tons against the domestic production
BABASAB PATIL 7
of 6.7-7.0 million tones. The short fall of 3.0-3.3 million tons was expected to be met by importing edible oil in India. It is predicted by NCAER that in the year 2015, the demand for the edible oil in India would be 20million tons per annum. Considering the present domestic edible oil supply of 7 million tons per annum, a short fall of 13 million tons per annum is envisaged in the year 2015. to bridge this gap , a growth rate of 15p% per annum would be required in edible oil production in the country. Currently, edible oil growth rate in India is only 4%.
In the event of failure to achieve the required growth rate, India would continue to spend huge foreign exchange on import of edible oil. The major oilseeds grown in India are the Groundnut, Rapeseed and Mustard, Sesame, Castor, Linseed, Sunflower and Soyabean. Among the edible oilseeds Groundnut uses for nearly 65% of the area under oilseed cultivation constitute nearly half of the indigenous edible oil production. This is followed by Rapeseed-Mustard, which accounts for nearly 30% of the area. In the post-green revolution period, yield of rapeseedmustard improved, but groundnut yield have experienced no such improvement expect in irrigated areas and in certain tracks where improved farm practice are applied. During the planning period, the overall groundnut production increased slightly about 2% per year but progress was uneven. For example, the Saurashtra region of Gujrat state recorded a rise of about 5% , but in vast tracks of Maharashtra, Karnataka and North Gujrat, production has decline recent year. Highly unstable yield and highly fluctuating prices are the crux of the groundnut problem. The unstable trends in ground nut yields are due to its total dependence on rainfall, which it self is erratic both spatially and temporally. This in turn makes the returns from groundnut low, very risky, and highly volatile. Therefore the former does not invest in much needed in puts such as improved seeds, seed treatment chemical, rhizome culture, pesticides, fungicides, and fertilizers, etc. which are necessary to raise the per hectare yield. To encourage the former to invest in these in puts, it is necessary not only to create awareness of their benefits , but to make all of them available of the right
BABASAB PATIL 8
time, in appropriate quantity and at a price that within the farmer’s reach. The former also needs to be assured of reasonable prices for the products. This can be realized only if the oil seed processing and marketing of oil seed products are done by the farmers themselves. Speculative marketing practice and high profit margins characterized the industry. The trades and other intermediaries have a powerful hold in the oilseeds and oil trade, both in the domestic as well as export markets. They have contributed to the high degree of instability in the edible market through hording, illegal forward trading, and speculation. The speculative operation of the private trade has deleterious effects on the incentive of the farmer during the years of good production and on the welfare lf consumers in periods of shortage. Oilseeds in general are grown as a rain-fed crop. Resulting marked seasonality in arrival of the cropin the market. The bulk of the crop is received in the mandis (local market) during October-November, when traders, collective action, depress prices. The price decreases all the more if there is a bumper crop, as in 1975/76. They tend to avoid purchases till the farmers are ready to accept prices dictated by them. The formers are unable to with hold their produce as they need cash immediately after harvest, and are at the mercy of the hard end traders. The reward fpr increasing production is often running. The intermediaries take double advantage of the seasonality of oilseed crops when they arterially jack up prices, specially of edible oil, in the off-season period, and particularly when the oncoming year not expected to be a normal one. Thus the marketing of oilseeds and their products is subject to high degree o f exploitation, and is self-degenerating. These problems are too complex to be solved by ad hoc measures, and call for an integrated approach towards restructuring the entire edible oil sector oilseed production, processing, and marketing so that growers are not robbed of their returns and consumers are saved from exploitation.
COMPANY PROFILE A Profile and Success Story of KOF: Government of India in mid 1980's started the "Technology Mission on Oilseed and Pulses" (TMOP) in order to enhance productivity in oilseeds and make India self sufficient in edible oil. On 22.8.1984 Government of Karnataka approved the implementation of Nation Dairy Development Board's (NDDB) project "Restructuring Edible Oil& oilseeds Production and marketing' in Karnataka keeping in mind the objectives laid down in the TMOP. The Karnataka Co-operative Oilseeds Growers Federation Limited (KOF), the Agency Entrusted with implementation of the Project, Was registered on 26th October 1984, under the Karnataka CoBABASAB PATIL 11
operative Societies Act. The project, which was inspired by the Anand Model of Milk Co-operatives, is designed to create an integrated Co-partite System of production, procurement, processing of Oilseeds and marketing of edible oil and its bi-products. This project aimed at establishing a direct link between the producer and the consumer by eliminating middlemen. Village level primary co-operative society’s were organized by making the oilseeds growers as members in turn these primary co-operative societies became the members of the apex body at the state level till June1990. During the second phase of the project the structure has been re-organized to a three tier cooperative structure with the village level Oilseeds Growers' Cooperative societies affiliated to Regional Unions organized at the district level and in turn the Regional Unions have been affiliated to the state level Federation.
The three Regional Unions, registred on 03rd June 1990, are as shown below.
• • • •
Union I : Raichur, Gulbarga, Koppal and Bidar districts. Union II : Bellary, Chitradurga, Davangere and Tumkur districts Union II I: Dharwad, BIjapur, Haveri, Gadag, Bagalkot and Belgaum districts.
To carry out activities conducive for economic and socio-economic development of Oilseed growers by efficient marketing of
To carry out activities of production, procurement and processing of commodities for economic development of oilseeds growers through the affiliated oilseeds unions. To develop and expansion into such other allied activities as may be conducive for the promotion of edible oil industry, improvement of land, increase of productivity of oilseeds per ha. and economic development of those engaged in oilseeds production.
Board of directors 1. Shri. A.S. Jolle 2. Shri. B.T. Benakatti 3. Shri.V.B. Chikkareddi 4. Shri. C.C. Sannagodar 5. Shri. F.H. Agasimani 6. Shri. S.B. Patil 7. Shri. D.S. Alagonda 8. Shri.S.R. Timmannavar
OILSEEDS GROWERS CO-OPERATIVES (OGC) At Village level as on 31.03.1999, 390 OGCS have been organized covering 3197 villages with member oilseed area of 3,65,315 hectares. The number of member are 1,53,625. guidance and supervision from the Regional Unions.
To encourage production and productivity of oilseed by giving guidance and technical assistance to members. To procure oilseeds from the Oilseed Growers at their door step. To undertake necessary agricultural extension for the benefit of member growers. To provide technical input to member growers. To market edible oil and other products manufactured by the Regional Unions.
Area Agronomic Centre, (Keremathihalli in Haveri District) : The Federation has been giving highest priority for increasing the supply of improved seed. Towards this end, the Federation has set up an Area Agronomic Centre at Haveri with net cultivable area of 23.2ha, where various techniques for multiplication of breeder seeds and adaptive research is carried out. This farm is situated at Keremathihalli village in Haveri district where it also functions as demonstration centre for trials and improved methods of cultivation. Training centre:
The federation has set up a training Centre along with the Area Agronomic Centre to train the field staff, society secretaries, demonstration growers, seed grower members etc.
The project has got a processing plant at Hospet in Bellary district with a capacity of 250 tones per day Groundnut Crushing, a 50 TPD sunflower crushing capacity, a 100 TDP solvent extraction plant and a 50 TDP continuous refinery. This plant comes under Hospet Regional
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Union. The Raichur Regional Union has an Oil Processing plant at Raichur with facilities of 140 TDP oilseeds crushing,70 TDP solvent Extraction, 20 TDP refinery and 100 TDP cottonseed preparatory section. The plant was purchased from Karnataka Agro Proteins Ltd, at a total cost of Rs.2.46 cores during the year1992. The Federation under its direct control has a crushing unit situated at Devanagere acquired from Karnataka Co-operative Marketing Federation with 50 TDP Groundnut crushing capacity, during July 1992 at a total cost of Rs.1.25 cores. Oil Packaging station, Whitefield
KOF has modern edible oil packaging plant at Whitefield, Bangalore. Various types of edible oils are packed in sachets, Bottles, jerry cans and Barrels to suit the market requirements. NDDB also utilize the surplus capacity of the packing plant to pack "Dhara Health"-a premium sunflower oil brand of NDDB. Marketing KOF and its regional Unions are marketing edible oils consumer packs the extent of 1300 MTs per month. OF is the brand leader in "Safal" Double filtered Groundnut oil, since last 15 years Even in spite of server competition from national players and Regional players KOF has a consistent growth in consumer marketing activities. KOF’s major strength is consistent quality and timely supplies. OF is also catering edible oils to major factory canteens (both private and public sectors) in and around Bangalore. KOF has got strong distribution network all over Karnataka which is the backbone in FMCG marketing.
KOF markets following edible oils under the corporate brand name of "Safal" in consumer packs: Safal Refined/Feltered Groundnut Oil
Safal Sunglod Safal premium Safal Safal
- Sunflower Oil - Refined Sunflower Oil - Pure Coconut Oil - Pure Farm Peanuts.
All these Products carry the Government of India’s "AGMARK" seal which is a certification that ensure the purity and quality of the products. Financial Performance:
KOF and its three Regional Unions started posting profits consistently from the last four years. During the year 2002-03. KOF and regional unions are likely to post the net profit. Through the vegetable oil industry is sick due to edible oils imports under OGL, KOF and its Regional Oil Union have survived and started posting net profits. This achievement is possible to KOF because of dynamic and dedicated Board, Officers, Employees, strong marketing network and grass root village level farmers networks to source the raw materials. Cost Cutting:
KOF and its Regional Unions have reduced its administrative overheads to the tune of 35% and also reduced the man power strength by implementing Voluntary Retirement Scheme (VRS) and almost 25% of the manpower is reduced.
KOF is acting as sub agent of Nafed in Karnataka for PSS operation. This avoids distress sale of oilseeds by the farmer of Karnataka state. KOF procured oilseeds under support price scheme from village level co-operative societies. KOF has procured huge quantities of oilseeds during 1999-2000 up to 2002-2003.Farmers are happy with the PASS operation undertaken by KOF. AWARDS: Second Best Productivity Award from the national productivity Council during 1985-86 Best Productivity Award during 1987-88 for its over all progress in the Oilseeds sector form the National productivity Council. International Diamond Star Award for Quality form national Institute of Marketing Mexico during the year 1994-95. Award for excellence and commitment to quality of the year 1995-96 by national Productivity Council. Certificate of Merit Award for the year 197-98 in the category of Marketing and Oilseeds Federations sector from National Productivity Council, New Delhi. Second Best Productivity Award for the year 1998-99 in the category of Marketing & Oilseeds Federations Sector From National Productivity Council, New Delhi First Award For the year 2002-03 and second Award for the year 2003-04 form National Productivity Council, New Delhi.
PRODUCT PROFILE: Safal Double Filtered Groundnut Oil
Safal Double Filtered Groundnut oil is produced from selected farm fresh Groundnuts in a very hygienic condition without loss of any natural vitamins, original in nature having more shelf life without any artificial preservatives. The oil contains all natural vitamins and rich in taste having traditional importance called as king of oils. Safal Double Filtered Groundnut Oil is well nutritioned oil preferred by all age groups / house holds and most popular / highest selling brand in Karnataka. Safal Double Filtered Groundnut Oil is available in consumer packs like ½ Ltr / 1 Ltr pouch / Pet Bottle, 5 Ltr Jerry can and Bulk packing of 15 Ltr / 15 kg Tins / 100 kgs HDPE Barrels for usage by Hotels, canteens, caterers, sweet stalls etc.
Safal Golden Refined Groundnut Oil
Safal Golden Refined Groundnut Oil is manufactured out of original groundnut oil produced from selected quality Groundnuts. The oil is Refined suit to modern taste / food style by reducing the colour / removing the odor while maintaining all natural nutrition / vitamins. The most preferred Refined oil for preparing premium range sweets / other dishes by above middle class / high income groups. Safal Golden Refined Groundnut Oil is available in consumer packs like 1 Ltr pouch / Pet Bottle, 5 Ltr Jerry can and Bulk packing of 15 Ltr / 15 kg Tins / 100 kgs HDPE Barrels for usage by Hotels, sweet / confectionery units, Bakeries etc..
Sungold Refined Sunflower Oil
Sungold Refined Sunflower Oil is arrived from original Sunflower seed Oil, light in colour without having odor and wax. The MUFA (Mono Unsaturated Fatty Acid) in the oil helps in maintaining the cholesterol level in the human blood and helps in protecting health from heart related diseases. The oil is rich with “C” and “E” vitamins naturally available in the Sunflower oil and most popular / widely accepted oil in Refined oil range.
The Sungold Refined Sunflower Oil is pure and the only oil with AGMARK certification, available at most reasonable price. The Sungold Refined Sunflower Oil is most preferred Refined oil by house holds and bulk users like Hotels, Canteens, Sweet stalls, Caterers etc.. for its reusable quality without having any unliked odor. Sungold Refined Sunflower Oil is available in consumer packs like ½ Ltr pouch / 1 Ltr pouch / Pet Bottle, 5 Ltr Jerry cans / Pet jars and Bulk packing of 15 Ltr / 15 kg Tins / 100 kgs HDPE Barrels.
Sunsafal Refined Sunflower Oil
Sunsafal Refined Sunflower Oil is processed from good quality Sunflower Oil and made available to the consumers at very economical price. The oil does not have wax, odor and light in colour suit to all the segments of consumers like households, Hotels, Canteens, Sweet stalls, Caterers etc.. Sunsafal Refined Sunflower Oil is available in consumer packs like ½ Ltr pouch / 1 Ltr pouch / 5 Ltr Jerry cans / Pet jars and Bulk packing
Uttam RBD Palmolien Uttam RBD Palmolien is good in quality and arrived out of imported Palmolien does not have any odor, wax and having more shelf life for the fried dishes. The RBD Palmolien helps in maintaining low cholesterol level in the blood and economically priced reaching all the income groups customers and most preferred by the commercial users like Hotels, Caterers, Bakeries, Condiments / Confectionery Units etc. Uttam RBD Palmolien is available in consumer packs like 200 Ml pouch / 1 Ltr pouch and Bulk packing of 15 Ltr / 15 kg Tins / 100 kgs HDPE Barrels.
Suguna Refined Soyabean Oil
Refined Soyabean Oil is rich nutrition and most popular / widely used oil in western countries. Soyabean Oil is extracted from quality Soyabean seeds and further processed to reduce the colour and fishy odor which is inherent in the Soyabean. The Suguna Refined Soyabean oil is rich in nutrition with linolic acid contents in the oil which is good for health. The Refined Soyabean Oil is best priced in the Refined oil range widely accepted by consumers and bulk users preferably by modern world Hotels, Fast food centers, Pizza corners, chines restaurants et
Safal Pure Coconut Oil Safal Pure Coconut Oil is processed from selected copra arrived out of well grown Coconuts in
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South Indian coastal belts, having pleasing flavour and aroma finds extensive use in food, toiletry and industrial sectors because of its unique characteristics. Safal Pure Coconut Oil is light in colour, ideal for deep frying, better shelf life for fried products, ideal confectionery fat, gives better taste for traditional rich coastal foods. Safal Pure Coconut Oil is also used as best cosmetic alternative since it is skin friendly oil, superior baby oil, good emollient on skin, skull and hair, gives softness to skin, protects skin from heat, nourishes the hair roots and provide gloss to hair and contains vitamin “E”. Safal Pure Coconut Oil is available in economy range bulk packs for edible / cooking range like 1 Ltr / 1 Kg Jar, 5 Kg Jar, 15 Kg Tin / Jar and also available in various small pack sizes like 50 Ml / 100 Ml / 200Ml / 500 Ml Bottles convenient cosmetic usage.
for Safal Coffee Powder
Safal Coffee Powder is special blend manufactured from selected coffee beans produced in Chickmaglur. Chickmaglur is World famous Coffee beans producer and it’s quality having good flavour and aroma. Safal Coffee Powder is of 65:35 blend, 65% coffee powder is mixture of selected arabika and robsta beans. Coffee powder is available in both powder and filter farm. Our coffee powder is specialized in good yield of coffee with good aroma smell and flavour. Coffee powder available in 500 gm, 200 gm, 100 gm and 50 gm packs at all leading counters in our area of operation.
• Identification of problem. • Objective of the study. • Scope of the study.
• Analysis technique
Limitation of the study.
MARKETING RESEARCH Marketing research process involves identifying a management problem or opportunity: Translating that problem or opportunity into a research problem: & collecting, analyzing, & reporting the information specified in the research problem. A management problem deals with the decisions managers must make. A research problem deals with providing information that will help management make better decisions. Our management has informed to me for doing the survey determination of social class &its influence on buying behavior with respect to KOF oil. IDENTIFICATION OF PROBLEM Statement of problem. The management problems reveal to know the status of customer is effect on buying the KOF oil. Research of the problem The research problem is to get information from the customers & agents that how to gear up sale of KOF oil.
Objective of the study:
1. To know the customer stratification & status influence on buying the KOF Oil. 2. Determining the awareness of consumer towards the KOF Oil. 3. To aware the status-symbol potential, tastes, preferences of product &brand. 4. To study the different promotional tools to pursue customer of different strata. 5. To know the purchasing factors influencing regarding buying the KOF Oil. 6. To study the nature of purchasing of oil among the different strata (Class). SCOPE OF THE STUDY: Scope of the study refers to the area that going to consider for the study. I have done the survey in Hubli city. The study Is purely based on the survey conducted in Hubli city and has been focused on all the customer of oil. I have divided the whole Hubli city in to 4 areas those are: Keshapur CBT Gokul Road
RESEARCH METHODOLOGY Methods or methodology refers to the research approach that is going to be used in the research. Research Approach refers to the approach used in conducting a research. It includes statement of problem, setting objective, methodology used for collecting data and data analyzing. Marketing research designs specify the procedure conducting a research project. Category of research It is the descriptive research, because it is focused on the problem & variables, which influence the problem. It includes consumers study, market potential study and attitude surveys. This study relies mainly on secondary data sources and survey research. Descriptive research designs will be part of research so as to analyses the collected data in detail and evolve some suggestions to the problem. This is used to collect data from oilseeds customer.
DATA COLLECTION METHODS:
In the research method I have used the methods for data collection namely primary data and secondary data. Primary data: Primary data means the data which are gathered specially for project at directly through the questionnaire and interview. Secondary data: These are the data collected for some purposes other than for helpping to solve the problem at hand. In this research secondary data are used from the Old project report Internet Annual report METHOD OF SAMPLING Defining population: The population is defined in terms of (a) Element, (b) Units (c) Extent (d) Time In a city like Hubli where a population more than 15 lakhs, each person opinions cannot be sought so the respondents where chosen randomly from 4 areas of Hubli. (a) Sampling element; all consumer of oil (b)Sampling units: This survey is conducted in Hubli city. The city is divided into 4 area those are: Keshapur CBT Gokul Road
(c) Sampling frame: Telephone directory, Retailers database, & Supermarket. (d) Sampling method: Random sampling method. it is a way the sample units are selected. (e) Sampling Size: The sample size is 50. (f) Extent: Hubli city.
(g) Time: During the period of 15th April to 30th may.
ANALYSIS TECHNIQUE: Enhances the accuracy of the study & verify the variables involved in the problems few hypothesis test are stated as below. These hypotheses are statistically tested with the help of “Z” test. HYPOTHESIS TESTING 1) a) Ho = More than 25% of market share is covered by the KOF Oil. 2) b) H1 = Less than 25% of market share is covered by the KOF Oil.
2) a) Ho = More than 25% of respondents are influencing the fragrance of oil. b) H1 =Less than 25% of respondents are influencing the fragrance of oil.
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3) a) Ho =More than 70% of people are come to know newspaper & Magazine.
KOF Oil in
4) b) H1 = less than 70% of people are come to know KOF Oil in newspaper & Magazine.
5) a) Ho = More than 30% of people are purchase KOF Oil in supermarket. 6) b) H1 = Less than 30% of people are purchase KOF Oil in supermarket. Tools used for analysis For the easy understand purpose, I analyzed research data with the help of analysis tools like Table, Bar-diagram & pie chart. LIMITATION OF THE STUDY 1) error. 2) 3) Some respondents hesitant to respond the personal information. The information given by the customer was deemed to be correct & The sample was chosen randomly which may not be an actual Representative of the total population due to which there may be an
Validation is not question.Limited source of secondary data.
Many of the respondents gave a negative answer in order to finish
the Interview quickly which has affected the study.
DATA ANALYSIS AND INTERPRETATION 1) Table showing the major types of customer’s education profile. Education profile High school College Graduate Post graduate Respondents 8 15 21 6
Respondents 25 20 15 10 5 0 High school College Graduate Post graduate 8 15 Respondents 6 21
From the table shows 50 respondents, 16% are high school, 30% are colleges, and 42% are graduate, 12% are post graduate respondents.
2) Table showing the family income in the month of respondents. Income 3000 – 5000 5000 – 10000 10000 – 20000 Above 20000 Respondents 8 15 21 6
Respondents 25 20 15 10 5 0
3000 – 5000 5000 – 10000 10000 – 20000 Above 20000
21 15 8 Respondents 6
From the table showing that out of 50 respondents, 16% of people income is 3000- 5000, 30% people income is 5000 – 10000, 42% of people income is 10000 – 20000, 12% people income is above 20000.
3) Below table showing the respondents are using different edible oil? Soaps Ruchi gold KOF oil Gemini Raag Akshata Sunflower No. of respondents 15 10 6 8 6 5 Percentage 30 20 12 16 12 10
10% 12% 30%
Ruchi Gold KOF oil Gemini Raag
16% 12% 20%
From the table show that out of 50 respondents. 30% of respondents using RuchiGold 20% of respondents using KOF oil, 12% of respondents using Gemini, 16% of respondents using Raag, 12% of respondents using 8 Akshata 10% of respondents are using Sunflower.
4) Below table showing the factors influencing to using any oils? Factors Fat content Fragrance Packaging Advertisement Brand name Affordable price Respondents 4 13 3 14 3 13
F t Content, 4 a Afforda P, 13 ble F tC a ontent F g nce, 13 ra ra F g nce ra ra Pkg a a ing Add B ndN m 3 ra a e, Pa a ing 3 kg , Add, 14 B ndN m ra a e Afforda P ble
From the table show that out of 50 respondents 8% of people told Fat content is influencing factors, 26% of people influencing fragrance, 6% of people influencing packaging, 28% of people influencing advertising, 6% of people influencing brand name and 26% of people influencing affordable price.
5) Table showing the market share of KOF. Oil Karnataka oil federation Others Respondents 10 40
K F 10 O,
K F O O ther
O ther, 40
From the above table showing out of 50 respondents 10 respondents are using KOF oil and 40 respondents are not using KOF oil.
6) Below table showing different effective advertisement media’s influencing to the awareness the KOF oil. Media Relative News paper and magazine Advertisement in TV Friends Internet Respondents 12 15 13 10 0
F riends 10, 20% ,
Internet, 0, 0%
R tiv 12, 24% ela e,
R tiv ela e NP Add F riends
Add, 13, 26% NP, 15, 30%
From the table show that out of 50 respondents 12 respondents are came to know from relative. 15 respondents are come to know from News paper and magazine. 13 respondent are came to know from advertisement in TV. 10respondents are come to know from friends.
7) Below table showing No. of times respondents are buying KOF oil in the month? Month Once Twice Thrice Weekly Respondents 2 6 1 1
Respondents Weekly 10% Thrice 10% Twice 60%
Once Twice Thrice Weekly
From the table show that out of 10 respondents 2 respondents are buying once a month. 6 respondents are buying twice a month. 1 respondent are buying thrice a month. 1 respondent are buying per weekly.
8) Below table showing size of oil respondents are normally using.
Size of soap 1litter 5litter 10litter
Respondents 22 15 13
25 20 15 10 5 0 1lit 2lit 10 22 15 13 East
9) Below table showing the purchasing place of respondents. Purchase place Retailers Respondents 27
Super market Big bazaar Ganesh bazaar
15 5 3
15 5 5 0 Retailrs Super M Big Bazaar 3 Ganesh B
From the table showing out of 50 respondents 27% of respondents is buying retailer shop. 15% of respondents are buying supermarket 5% of respondents are buying Big Bazaar. 5% of respondents are buying Ganesh Bazaar.
10) Below table showing the promotional tools to pursue the respondents. Tools
Discounts Gifts Extra No offer
24 16 10 0
30 25 20 15 10 5 0
24 16 10 East
0 Discount Gifts Extra No Offer
From the table out of 50 respondents, 24% of respondents discount in motivational factors16% of respondent’s toled gift 10% of respondents tolled told extra is the motivational factors.
11) Below table showing level of satisfaction of KOF oil. Satisfaction level Excellent Very Good Good Fair Respondents 21 16 13 0
25 20 15 10 5 0 EXCELLENT V Good Good 21 16 13 0 Fair East
From the table show out of 50 respondents, 21% of respondents are told excellent in fragrance, 16% of respondents are told well in fragrance, 13% of respondent are told ok in fragrance. And no one tol poor in fragrance.
12) Below table showing the factors are affecting for not using the KOF oil. Factors Brand name Low fragrance Non – awareness Non – availability High price Not feeling freshness Respondents 9 5 5 0 18 13
20 18 16 14 12 10 8 6 4 2 0
N ra nd
18 9 13 5
es s Fr ag
ili ty P F N F
w ar en
From the table shows that out of 50 respondents 9% of respondents are told weak in brand name, 5% of respondents told fragrance, 5% of respondents are told Non - awareness, N0 one told non availability, 18% of respondents are told high price, 13% of respondents are told not feeling freshness.
FINDINGS 1) From the collected data it is found that respondents are very sensitive with quality. In survey 26% respondents are influenced by fragrance as their first preference. 2) From the survey it is also found that 28% of the respondents are influenced by advertisement. However, the customer retention an advertisement is essential. 3) From the survey 50% of the respondents told that Newspaper and magazine are the effective media in buying KOF oil. 4) It is also found that company has good reputation for its fragrance. 5) It is also found that 60% of respondents are motivated gifts. 6) It is also found that 47% of respondents told KOF oil is a very high price. 7) It is an also found that upper middle class are using KOF oil. 8) It is also found that 60% of respondents buying in retailers shop because of it may be convenient to the consumers.
CONCLUSIONS 1) From the overall study it can be concluded that company is working efficiently right from production process to the marketing and also 2) The upper middle class people are using because of high fragrance. 3) The education profile is important when buying KOF oil. The competitors advertising and sales promotional strategies are satisfactory to in this area they can adopt or choose effective advertisement media and effective sales force strategy to boost the sales. 4) Even though company has good reputation with potential staff, it requires further modified market policy to survive with the competitive products in the study area. 5) The important social class variable is education; occupation and income will effects buying the KOF oil. The social classes focus on specific consumer research that relates to social class to the development of marketing strategy.
SUGGESTIONS 1) The KOF Company is personal care product. Hence the company may identify the attitudes, beliefs, perception, and taster & properly note the existence of shared values. For ex. Fat, sticky, etc. 2) The company can give more and a more sales promotions to the consumers, the sales promotions like samples, price off, gift, etc because the consumers are price sensitive. 3) For making awareness for KOF oil they have to give the advertisement in TV, Newspapers and magazine, wall paints. 4) The company may conduct more and more consumer meeting, doorto-door survey. 5) Fixing the price according to interest of people with respect to competitors. 6) Attending any complaints immediately.
Dear, sir /madam I am pleased to introduce my self as a MBA student. As a part of my curriculum activity. I am conducting survey on “SOCIAL CLASS & IT’S INFLUENCE ON BUYING BEHAVIOR WITH RESPECT TO KOF OIL”. So I would be pleased if you spent your precious time in completing this questionnaire.
1. Name & Address: ---------------------------------------------------------------------------------------------------------2. Sex : Male Female
3. Age 4. Family size 5. Education :
: 1-2 6-10 : High school Graduate : Govt-Employee Business men Student 3000-5000 3-5 above 10 College Postgraduate Pvt-Employee Landlord If any specify: 5000-10000
7. Family income :
8. Which brand of oil you are using presently? ------------------------------
9. Which factors have influenced you to use the KOF oil?
Packaging Brand name
Fragrance Advertisement Affordable Price
10. Are you using KOF oil?
(If Yes Continue, else go to question No 18) 11. How you come to know about KOF oil? Relative’s Advertisement in TV Internet ---------------------Newspaper & Magazine Friends If any:
12. How many times do you buy oil in a month? Once a month twice a month Thrice a month weekly 13. What is the size oil you normally use? 1lit 14. Where do you purchase the KOF oil? Retailer’s Medical shop
Super market Big Bazaar
15. Which of the following offer are you more motivated? Discount Gift Extra NO offer 16. To what extent are you satisfied with the price of the KOF oil. Extremely well poor __________________________________________________ Extremely
17. What is the level of satisfaction with regard to fragrance of KOF oil?
18. Why you are not using KOF oil? Brand name Non awareness High price 19. How do you rate the following edible oil? Good
Low fragrance Non-availability Not feeling freshness
1. Ruchi gold 2. KOF oil 3. Gemini 4. Raag
5. Akshata 6. Sun flower
20. Your Valuable suggestion for improving Quality of KOF oil. --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------THANK -YOU
BABASAB PATIL 58
Marketing Management By Philip Kotler. Marketing Research
By. D.S. Tull & Hawkins Marketing Research By. D.D. Sharma www.kof.co.in
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