A

S U M M E R IN T E R N S H IP
P R O JE C T
"BUYING PREFERENCE O N AND SATISFACTION
LEVEL OF RAMDEV GARAM MASALA: STUDY
OF RETAILERS AND CUSTOMERS IN
AHMEDABAD CITY"
Prepared By
Darshan Patel (M0911-068)
Gaurav Gagwani (M0911-022)

S.V. INSTITUTE OF MANAGEMENT

KADI
FLOW OF PRESENTATION
ABOUT RAMDEV COMPANY
In 1963 Shri Rambhai Patel founded
“Ramdev Masala”
In 1965 he started grinding basic spices like
chilly powder, turmeric powder and
coriander powder.
In 1990 – 1991 Ramdev started selling
“GARAM MASALA”
In 2001 Hasmukhbhai started “Ekta Food” in
U.S.A
Total turnover of Ramdev Food Products Pvt.
Ltd. Is Rs.55 cores for the year of 2004-05
which around doubles 105 cores in the
year 2008-09
Company target to become 225 cores
  VISION STATEMENT
“We serve customers delights”


üCompany’s vision is to be Rs. 225 core Turnover

Company by 2011.
üVision of the company is to make available the
Ramdev brand at every counter at every center
through increase distribution networks.
üRamdev will be concentrating on new product
developments. Launching of newer products will be
prime focus.


 MISSION STATEMENT

“A Promise of Purity and Freshness”
 Mission of Ramdev is to deliver spices to customers
with quality, purity and freshness. They also try to
make spices in such a way that it can satisfy all
 RAMDEV BLENDED SPICES
 Premium Garam Masala
Powder
 Super Garam masala
Powder
 Super Hing Powder
 Premium Hing Powder
 Chat Masala
 Achar Masala
 Super tea Masala
 Panipuri Masala
 Pav-Bhaji Masala
 Sambhar Masala
 Chhole Masala
 Kasturi Masala
 Kitchen King Masala
 All in One Masala
 GARAM MASALA
 Masalas are not spices in them selves. They
are wonderfully aromatic blends of spices
used throughout India and rest of
subcontinent.
 Garam Masala, which is literally means hot spice
blend, is known of Indian spices mixture.
 It was popularized in north India during the Mogul
Empire
 Different regions use different combinations,
and the blend will also very from household
to household where proportions may vary
according to whatever dish is being used to
season.
 They are all highly aromatic, but can vary in intensity
of flavor from mild to extremely hot.
 Masala can be found easily in the international
INDIA’S SHARE IN GLOBAL
MARKET
India accounts for nearly 45%
and 30% in terms of volume
and value in the world spice
trade.
India is one of the prime
exporters of pepper, chilies,
turmeric, seed spices and
spice derivatives to the rest
of the world. USA, EU,
Japan and Sri-Lanka import
these Indian spices in large
volumes
 MAJOR COMPETITORS
E V E R E S T M A S A LA
M .D .H . M A S A LA

B A D S H A H M A S A LA
JA L A R A M M A S A L A
 RESEARCH OBJECTIVE
 OBJECTIVES (Retailers)


 To determine satisfaction level for Ramdev product specific

focus on Garam masala.
 To find out relationship of retailer with different brands of
garam masala.
 To find out the factors that affect the Retailers decision for
purchasing Garam Masala.
 To identify the preferred promotional schemes by retailers.
 To study the effective source of Advertisement for Garam
masala.
 To know the purchasing frequency of garam masala of
retailers.

 OBJECTIVES (Customers)

 To find out the potential market of Ramdev Garam Masala in
Ahmedabad city.
 RESEARCH METHODOLOGY
 Research Title: “Buying preference and satisfaction level of
Ramdev garam masala: A study of retailers and customers in
Ahmedabad city.”
 Population Definition: A person living in Ahmedabad city
having age of 18 years or above and having purchasing
experience of garam masala and retailers having shop in
RESEARCH
Ahmedabad city. Descriptive
 DESIGN
SAMPLING Non-Probability (convenience Sampling)
TECHNIQUE
SAMPLE SIZE 300 RESPONDENTS (150-Retailers, 150-
Customers)
SAMPLING UNITSRetailers having shop in Ahmedabad city
DATA SOURCE and stocking
Primary at least
data: 1 product
Structured of Ramdev
Questionnaire
Blended spices.
(open ended and close ended questions)
Customers data:
Secondary havingBooks
purchase experience
of spices and of
garam
websitemasala.
of company and other websites
related to spices.
 DATA INTERPRETATION
(RETAILERS)
 Q1- Do you sell Garam Masala? (Qualifying
Question) Frequency Percentage
 Yes 150 100%
No 0 0%
Total 150 100%
Q2- Do you store Ramdev Garam Masala?


  F re q u e n P e rce n ta
cy ge
Y es 123 82%
No 27 18%
T o ta l 150 100%
Q3- Please specify from the following which type of
blended spices do you keep to sell of any company?
(Objective: To know the range of blended spices that Major

part of retailers store)

Q4- Please specify. Which of the following Ramdev blended
spices do purchase?
(Objective: To know the number of retailers keeping the
specific products of Ramdev at their store to sell)
Q5- Following are some brands of garam masala, please tick in
front of the brand that you keep to sell and please specify
since how long you sell the specified brand?
(objective: To know the Relationship of retailers with the
specific brand of garam masala)
TIME NOT KEEPING0 – 3 4–7 8 – 11 12 or More
Years Years Years Years
BRAND

Ramdev 27 8 5 16 94
Everest 32 7 17 17 77
MDH 118 10 6 6 10
Badshah 14 15 21 22 78
Jalaram 38 8 18 21 73
Kitchen Express 145 4 1 0 0
Wonder 142 4 4 0 0
Eastern 142 4 2 0 2
Majithia 123 27 0 0 0
Other,Specify 112 8 10 5 15
Q6- How frequently do you purchase Ramdev Garam
Masala and in how much quantity?
(Objective: To know the purchasing frequency of

Ramdev garam masala by retailers)

Q7- Please rank the following factors on the basis of their
priority that you consider while purchasing garam masala
to sell to customers. (Rank 1 to 10)
(Objective: To know the factor affecting the purchasing

frequency of garam masala among retailers)

1
2 3
 Q8- Please show your level of satisfaction towards
Ramdev Garam masala by rating the below
mentioned factors in scale of 1 to 5.
 (1=highly dissatisfied
2=dissatisfied 3=Neutral 4=satisfied
5=highly satisfied)
Mean Score STD.
(objective: To know the level of satisfaction of retailers regarding this
FACTORS DEV.
components)
 Relation with Distributor 4.95 .335
Product Quality 4.65 .757
Purchasing Price 3.39 1.480
Reliability Statistics
Service by company 4.85 .444
Cronbach's N of Items Variety in Garam Masala 4.44 .888
Alpha
0.694 11 Scheme provided by company 4.26 1.186
Correct order delivered to your store 4.94 .266
Invoice accuracy 4.96 .236
Product Delivery Time 4.93 .420
Replacement provided by company 4.66 .885
Profit Margin 2.89 1.578
 Mean
Score

Factors
 FACTOR ANALYSIS
Rotated Component Matrixa
KMO AND BARTLETT'S TEST
Component
Kaiser-Meyer-Olkin Measure of Sampling
.700
Adequacy. 1 2 3 4

Bartlett's Test of Approx. Chi- 377.32 Relationship with Distributor .008 -.013 .058 .940
Sphericity Square 1 Product Quality .547 -.123 .216 -.275

Df 55 Purchasing Price .045 .165 .806 -.160

Sig. .000 Service by company .752 .156 .117 .064

Varity in Garam Masala .625 -.030 .443 .007

Scheme .574 .056 .568 .106

In this case KMO value is Correct order delivered .700 .560 -.151 .118
0.700, therefore factor Invoice Accuracy .457 .683 -.168 .135
analysis is possible
Product delivery Time -.056 .849 .054 -.095

Replacement .016 .673 .250 .019

Profit Margin .201 -.003 .719 .164

Extraction Method: Principal Component Analysis.

Rotation Method: Varimax with Kaiser Normalization.

a. Rotation converged in 15 iterations.

 INTERPRETATION
 Component 1 is highly loaded on “Service by
company, correct order delivery and variety in
garam masala” factor, So “Variety of garam
masala are sold to retailers with correct order
and better service to them” is a one, which
represents this group.
 Component 2 is highly loaded on “Product delivery
time, replacement and invoice accuracy” which
represents the importance of factor by customers for
Ramdev garam masala product, So “Product are
replaced and delivered on time with accurate
invoice” is one which represent this group.
 Component 3 is highly loaded on “Purchase price and
Profit margin” so “Affordable price and profit
margin of Ramdev garam masala” is one which
better represents the group.
Q9- Have you ever Recommended Ramdev Garam Masala
to customers?
(Objective: To know the retailers interest in selling
Particulars Tick Mark
Ramdev garam
No, never Masala.)
recommended 78
Have recommended once or twice 29
Have recommended more than twice 16
Q10- Approximate how much you purchase garam
masala in quarter of all company you keep at your
store?
(Objective: To know over all turnover of garam

masala in 3 months at particular store)

Quantity
Q11- Please Rank the following sales promotion
schemes as per your preference.
(Objective: To know the preferred scheme among

retailers)

3 1
2

P ro m o tio n a l
Q12- Please rank the following preferred promotional
activities to promote Ramdev garam masala on the
basis of your preference.
(Objective: To know the preferred promotional tool
among retailers)

2 1
3

S o u rce s o f
 CUSTOMERS DATA
INTERPRETATION
Q1- Do you purchase Garam Masala?
Frequency Percentage
Yes 150 100
No 0 0
Total 150 100
 Q2- How many of the following brands are you aware of
garam Masala products?
(1=very well aware 2=Aware
 3=Neutral 4=not aware
5=Not at all aware)
 (Objective: To know the awareness regarding different
brands among customers)
Q3- Which Brand of garam masala do you use
regularly?
(Objective: To know the highly preferred garam

masala brand among customers)

Q4- Please Specify how frequently do you purchase garam
masala and in how much quantity?
(Objective: To know the purchasing frequency of garam

masala by the customers in specific time interval)

Q5- Please Specify, from where do you prefer to purchase garam
masala?
(Objective: To know the preferred place to purchase garam

masala by customers)
Q6- Please specify which type and size of packing
generally you prefer to purchase in garam masala?
(Objective: To know the specific type and size of packing

preferred by customers)
 Q7- Please rate the importance of the following factors on the basis of
your preference while purchasing garam masala.
 (1=Extremely Important, 2=Important, 3=Neutral, 4=Not Important, 5=Not at
all Important)
 (Objective: To know the most important factor that effect customers
buying decision)
 ANOVA TEST
Ho: Monthly family income has no significant impact on purchasing
of branded garam masala.
H1: Monthly family income has significant impact on purchasing of

ANOVA masala.
branded garam
Brand Name and Monthly Family Income

Sum of Squares df Mean Square F Sig.


Between Groups 2.239 4 .560 .419 .794


Within Groups 193.521 145 1.335
 Total 195.760 149

 Here the significance value of the “F Test” in the anova table is

0.794 which is more than 0.05 therefore null hypothesis is not
rejected. So there is no significant impact of monthly family
income on purchase of branded garam masala.
 FACTOR ANALYSIS
Bartlett's
KMO
Kaiser-Meyer-Olkin
and Test
Bartlett's
of Measure
Test
Approx.
Df
Sig. of Sampling
Chi-Square
Adequacy.
.526
326.327
45
.000 Rotated Component Matrixa
Sphericity
Component
1 2 3 4

Quality .545 -.194 -.059 .038

Price -.003 -.089 -.042 .856

Ingredients .231 -.110 .615 .180

Packing -.018 .158 .753 .258

Brand Name -.031 .048 .815 -.161

In this case KMO value is 0.526,
therefore factor analysis is Scheme -.094 .186 .331 .711
possible. Taste .851 .069 .061 -.150

Smell .823 -.010 .150 .008

Location of retailers store-.123 .900 .003 -.070

Shopkeeper's suggestion -.014 .914 .075 .120

Extraction Method: Principal Component Analysis.

Rotation Method: Varimax with Kaiser Normalization.

a. Rotation converged in 5 iterations.

 INTERPRETATION
 Component 1 is highly loaded on “taste and smell”
factor, So “TASTE and SMELL” is a one, which
represents this group.
 Component 2 is highly loaded on “location of
retailers store and shop keepers suggestion”
which represents the importance of factor by
customers for Ramdev garam masala product, So
“suggestion and store location of retailers”
is one which represent this group.
 Component 3 is highly loaded on “Brand Name,
Ingredients, and Packing” so Brand name
represents good ingredients and attractive
packing” is one which better represents the
group.
Q8- Have you ever consumed Ramdev garam masala?
(Objective: To find the customers who have ever

used the Ramdev Brand of garam masala)

Frequency Percentage
Yes 81 54.00%
No 69 46.00%
Total 150 100.00%
Q9- Do you know Ramdev Garam masala has different
category?
(Objective: To know the awareness of different categories

available in Ramdev for garam masala among the

customers who have ever used Ramdev garam masala)

Q10- Please specify you level of satisfaction on the


basis of your opinion regarding Ramdev garam

masala?
 (1=highly dissatisfied, 2=dissatisfied, 3=Neutral,
4=Satisfied,5=Highly satisfied)
Q11- Please rate the level of agreement with the following


statements with specific focus on Ramdev Garam Masala.

(1=highly disagree, 2=disagree, 3=Neutral, 4=Agree,5=Highly Agree)


(Objective: To know the level of agreement of following statements with

specific focus on Ramdev Garam Masala)

Cronbach's N of
Alpha Items
0.962 4
Q12- If Ramdev provides you the same things which you
are getting from your current brand, will you preferred to
switch to Ramdev garam masala?
(Objective: To know the customers willingness to
switching to Ramdev if they get their needs satisfied with
Ramdev)
Q13- Do you ever refer the using method of garam masala
printed on the packing?
(Objective: To know the customers interest in reading the

cooking method printed on packing)

Frequency Percentage
Yes 94 62.67%
No 56 37.33%
Total 150 100.00%
Q14- Please specify you add garam masala while…
(Objective: To know the cooking method mostly

adopted by the customers of garam masala)

Particulars Frequency Percentage
Preparing Food 96 64.00%
After cooking is completed and dish is ready 54 36.00%
Total 150 100.00%
 CHI-SQUARE TEST
H0: Method to cook and referred method printed on packing of
garam masala are independent.
H1: Method to cook and referred method printed on packing of

garam masala are dependent.

Degree Significant Table Symbol Calculated Decision

freedom level(α) value value
1 0.05 3.8415 > 0.62 Not Rejected Ho
Q15- Have you seen any advertisement of garam
masala?
(Objective: To know about advertisement awareness

in the mind of customers regarding Garam Masala

Particulars Frequency Percentage
Product) Yes 133 88.67%
No 17 11.33%
Total 150 100.00%
Q16- What attracts you the most in the most in the
advertisement?
(Objective: To know the most preferred component

of advertisement by customers)

2
3
Q17- On the basis of your preference please rate the
following media of advertisement for garam masala
product.
(Objective: To know the most preferred media of
advertisement by customers)

1
2
3
 MAJOR FINDINGS
RETAILERS:


ü 63% of retailers have Relationship with Ramdev Food company

specially for garam masala product from 12 years or more.
This is due to constant service, good marketing team efforts and
good distribution channel in Ahmedabad city. [From Q5]
ü Retailers Preferred to purchase garam masala by keeping the
”CUSTOMERS DEMAND” and “BRAND NAME” of the product
in their mind. Retailers than after give preference to Profit
margin and price of the product. [From Q7]
ü Achar Masala of the Ramdev Food company holds the strongest
position in the market out of the product length in blended
spices of the company available in Ahmedabad city. 80.67% of
retailers are selling Ramdev Achar masala to their customer due
to good return on the sales of Achar Masala and constant
scheme in the product. [From Q4]
ü Among all promotional schemes, Bundle offer is most preferred
among the retailers as they can earn higher profit margin by
selling the goods which they receive as free. [From Q11]
ü Among all the sources of advertisement, Television is the most
preferred source of advertisement. The focal reason behind
this could be that, people watch television and television
commercials are the only means of advertisement which can
show audio visual as well as motion advertisement to
customers. [From Q12]
CUSTOMERS:
CUSTOMERS


ü From the survey we found that Everest Garam Masala is

consumed by 33% of the respondents, 22% of the
respondents consume Ramdev garam masala and Badshah
has 19% share in market. So From this we can say Ramdev
has good potential market in Ahmedabad city. [From
Q3]
ü 50.67% of the customers preferred to purchase 100 gram
box packing among all the packing available. [From Q4
and Q6]
ü Customers are aware about the Everest brand. According to
survey the Everest brand has mean score of 4.7 which is in
between the scale of very well aware and aware while
Ramdev is on 4th position with mean score of 4.21 which is
in between the scale of very well aware and aware. [From
ü Among the respondents, 21.38% of the respondents 1nd
preferred T.V. as the best source of advertisement and 2nd
preferred is newspaper by 18.79%. [From Q17]
ü In the advertisement on basis of their preference, 18.57% of the
respondents are attracted towards idea of delivering
message in the advertisement. 17.43% of the respondents are
attracted to creativity in advertisement. [From Q16]
ü Out of all, 54% of the respondents have used Ramdev garam
masala at least once and 46% have never tried Ramdev
garam masala due to unawareness regarding product or
high cost. [From Q8]

 RECOMMENDATION
ü Company should arrange meeting once in a year with retailers
followed by the lunch or dinner and in the meeting companies
top level management should make retailers aware regarding
companies policies and procedure regarding replacements and
different scheme and future plan of the company should be
shared with retailers to grow their interest in the company.
[Answer From Q-13r]
ü Company should give the coupons in every news paper of
Ahmedabad city which customers need to carry to the nearest
Ramdev retailers to get free sample of Ramdev garam masala.
 (Ramdev Food Pvt. Ltd. Did the same activity to launch their Hing
in the market and received the remarkable success by doing such
activity) [Answer From Q-8c]
ü Company should bring the bundle offer in the small quantity i.e. in
range of 1kg to 3kg so that the retailers can purchase and
company should continue that offer through out the year in
order to increase the level of sale of garam masala.[Answer
from Q11r & Q6r]
ü Company should bring the consumer offer in its product like Chili
powder, Hing Powder or Achar masala and give garam masala
ü Companies research and development team should focus to
improve the taste and smell of garam masala. Company should
develop garam masala which gives better taste and smell to
the dish when added to it while preparing. [Answer from Q-
10c and Q-14c]
ü Packing of garam masala should be made more attractive.
Premium garam masala box packing color should be changed
from black to white or any other color with some spices snaps
on packing.[Answer from Q-8c and Q-13r]
ü Company should launch premium garam masala in small quantity
packing that is less than 50 grams in quantity so as people can
at least try once. If customers find good quality in this small
packing they will most probable purchase of same company for
their routine consumption.[Answer from Q-6c and Q13r]
ü Company should focus the method of using Ramdev Garam
Masala to customers by the way of advertisement because
people refer the method printed on the box but do not follow it.
This will benefit the company to retain the customers who are
unaware of using method and which have a comparative good
impact on its potential market.[Answer from Q-14c and 15c]
ü Company should give the display at different stores where the
sale of Ramdev masala is found less. The display should be in
such direction that customers entering the store gets directly
 

 Thank you …