CHAPTER I

INTRODUCTION

1
1.1 INTRODUCTION

In recent years, soft drink products have become more popular among Different
cross section of popular of population due to increased demand for Convenience product.
Among the soft drinks products, particularly cool drinks are the cheapest, processed and
ready to drinking products. Irrespective of the languages, cultures, countries and state
people all over the world using colorings. Even though this industry is on profit, in recent
days, the industry is facing many challenges such as non-availability of resource, strong
public protest and legal banning due to environmental problem and health problems
created by production and consumption of soft drinks. The industrial members have to
overcome this problem, for their success and survival.

1.2 IMPORTANCE OF THE PROJECT

This project is of great importance, because its studies, a major factor which determine
the success of every firm in the modern business world, i.e., consumer. The business
world is o consumer era, no company can go ahead, with out considering consumer and
with out solving their problem, because they are the major source of their income and
moreover modern business worlds is highly competitive. This project studies, perception
of soft drink consumer towards products of AL MAN HAL ENERPRIZES through a
consumer satisfaction survey.
AL MAN HAL ENTERPRISE is the one of the growing soft drink
manufacturing company in Malabar area of Kerala. The company started in the year 2001
as partnership firm, and then it is converted into sole trading concern.

HANNA is the brand name and trademark of the company. The company could to create
market demand to its product within a short period. Now the company has good market
share and large no of well-satisfied consumer.

This consumer satisfaction survey will help the AL-MAN-HAL enterprises, to

identify the area that need improvement, to create brand perception among consumer and
to maintain consumer as a satisfied one by serving them in best possible manner, I.e.,.
Consumer retention.

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1.3 STATEMENT OF PROBLEM
“A study on consumer satisfaction and perception towards HANNA soft drinks”

1.4 OBJECTIVE OF THE STUDY

1. To study and measure the consumer satisfaction towards product of HANNA in

local market.

2. To make swot analysis of Al Man Hal enterprise.

3. To generate customer information with respect what health created by usage of

Hanna

4. To study what the potential of our product.

5. To measure market share of HANNA.

6. To know consumer preference towards different attributes of Hanna.

7. To measure performance of HANNA in it is on going relationship with

consumers.

8. To understand the area that needs improvement.

9. To make clear awareness about soft drink industry.

10. To make suggestion based on findings.

1.5 SCOPE OF THE STUDY

1. Company can identify the area that needs improvement.

2. Company can generate customer perception towards its product with respect what
the health problem create to public.
3. Company can strengthen their customer relationship by gaining a better
understanding of consumer needs and change the performance in relation to those
needs.
4. Company can increase customer loyalty by showing the customer that company is
care about meeting their needs.
5. Company can take suitable decision based on the findings.
6. Consumers can express their opinion about product, problems and suggestions to
improve performance of Hanna.

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1.6 METHODOLOGY

Data collection method

This shows how the data was collected from various sources to get More
information relating to the study. Information required for the study was obtained both
by gathering of primary data and relevant secondary data.

Primary data

Primary data means data, which are collected for first time. Here, the primary data was
fully collected though a pre designed questionnaire, interview and observation method.
The structured questionnaire was given to individual consumer to obtain the desired data.

Secondary data

Secondary data means data, which are already collected for other purpose.
Here secondary data was collected from business journals and other magazines,
which was a great help to understand the market situation. Some other sources of
secondary data collection are internet searching, industry profile, company profile.

Statistical tools

The collected data was coded and tabulated on order to organize them for
interpretation the data was analyzed of using percentage method. The important statistical
tools used in graphs and diagrams are pie-diagrams, bar-diagrams, histograms and
multiple bar diagrams.

1.7 SURVEY DESIGNING

Population

The population selected for the study is people from kasaragod

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Sample size

Sample size means number of person to be surveyed. Here he sample size consists of
50 respondents of Kasaragod and Kannur.

Sampling method

The method used in selecting sample is simple random method.

Survey instrument

Here questionnaire is used as survey instrument. The questionnaire, which is used for
this study, has shown in the annexure page.

Pre-testing

In order to understand the effectives of the questionnaire designed, a pre test was
conducted with five respondents. Based on the pre-test questionnaire was redrafted.

1.8 LIMITATION OF STUDY

1. The study is based on primary data where it is depended on the information given
by the respondents then it can be biased.
2. The required information was collected through questionnaire method and any
limitations relevant to this method are applicable.
3. Some of the respondents were not express their option.
4. Since the sample size was restricted to 60, result may have its own limitation in
generating data.
5. Since study is based on sample, result may be false when it is converted into
whole population.
6. The data collection was time consuming.

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1.9 CHAPTER SCHEME

1. Chapter 1 deals with foundation works of the project.

2. Chapter 2 explains details about soft drink industry including present scenario,
importance, major issue in this industry etc.
3. Chapter 3 lights to organizational affaires of AL MAN HAL ENTERPRISE.
4. Chapter 4 contains literature review about consumer satisfaction.
5. Chapter 5 includes analysis and interpretation of collected data.
6. Chapter 6 gives summery of findings, suggestions, conclusion of the project and
executive summery.

6
 CHAPTER II

INDUSTRY PROFILE

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2.1 HISTORY OF SOFT DRINK INDUSTRY

Soft drinks can trace their history back to the mineral water found in natural
springs. Bathing in natural spring has long been considered a healthy thing to do, and
mineral water was said to have curative powers. Scientist soon discovered that gas
carbonium or carbon dioxide was behind the bubbles in natural mineral water.

The first marketed soft drinks (noncarbonated) appeared in the 17 th century, they
were made out of water, lemon juice, sweeten with honey. In 1676, the companies de
lemonades of Paris were granted a monopoly for the sale of lemonade soft drinks.

In 1767, English men Mr. Joseph priestly, created the first drinkable man made glass
of carbonated water. Three years later, the Swedish chemist Turban Bergman invented a
generating apparatus that made carbonated water from chalk by the use of sulfuric acid.
Bergman’s apparatus allowed imitation mineral water to be produced in large amount.

In 1810, the firs us patent was issued for the “means of mass manufacture of
imitation mineral water”. To Simons and Run dell of Charleston, South Carolina.
Carbonate beverages did not achieve great popularity in America until 1832, when john
Mathews invented his apparatus for sale to others. The drinking of either natural of
artificial mineral water was considered a healthy practice.
American pharmacists, who were selling most of the mineral waters, started to add
medicinal and other flavorful herbs to the unflavored beverage.
Example, Birch bark, dandelion, sarsaparilla and fruit extract. They early drug stores with
their soda fountain become a popular part of the American culture. Customer

Wanted to take the drinks home with them and the soft bottling industry grew from the
consumer demand.

Over 1500 U S patterns were filed for a cork, cap for the carbonated drink bottle
tops. The bottles were under a lot measure from the gas. Inventors were trying to find the
best way to prevent the carbon dioxide (bubbles) from escaping. In 1892, William painter,
a Baltimore machine shop operator, patented the “crown cork bottle seal”. It was the first
very successful method of keeping the bubbles in the bottle.

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 In 1899, the first patent was issued for a glass blowing machine for the automatic
production of glass bottles. Earlier glass bottles had all been hand blown. Four years later,
the new bottle-blowing machine was in operation. The inventor Michael j. Owens, an
employ of Libby Glass Company, first operated it. With in a few years, glass bottle
production increased from 1500 bottle a day to 57000 bottles a day.

Something in the 1920s, the first “home-packs” were invented. “Home-packs are the
familiar six-pack carrying cartons; automatic vending machine also began to appear in the
1920s.

2.2 DEFINITION OF THE INDUSTRY

The soft drink industry consist of establishment primary encaged in manufacturing
non-alcoholic, carbonated beverages, mineral waters and concentrates and syrup for the
manufactured carbonated beverages.

2.3 CLASSIFICATION OF SOFT DRINK PRODUCT

SOFT DRINKS

Carbonated soft drink Non carbonated soft drinks

Cola Non cola

2.4 CHARACTERISTIC OF THE INDUSTRY

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 The industry is a secondary manufacturer, using products of the food industry to
produce soft drink for home and food service consumption.

2.5 TECHNOLOGY AND INNOVATION

Now a day all soft drink plants are fully or semi automated. They use the help of
machinery from mixing essence to passing finished product to distribution vehicles.
Modern bottling plants can produce in excess of 2000 soft drinks per minute on each line
of operation.

2.6 PACKAGING
Soft drink are often sold in 2 litters bottles, 1.5 litter plastics bottles, 1 litters plastic
bottles, 500 ml plastic bottles, 350 ml plastic bottles and cans are common. The bottles
are smelted and reused, cans are crashed and sold scrap aluminum.

2.7 DISTRIBUTION (SALE)

Soft drink manufactures enjoy a wide variety of distribution channel than same
processed food and beverage products. The industries distribute its product through
supermarket and grocery stores, drug stores, convenience stores and outlet, mass
merchandisers and warehouses outlet. The food service and hospitality industry in
particular fast food outlet is another method of distribution. Vending machine also
provides distribution channel for soft drink products. More than 50% of soft drinks are
sold out through grocery stores.

2.8 OCCUPATION IN SOFT DRINK INDUSTRY

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 Pay and working condition are major factor contribution to adequate supply of
workers to this industry. Average soft drink industry pay rates are typically 5% above the
manufacturing average. In addition to managerial staff, this industry provides following
particular employment opportunity:-
1. Process control and machine operator, food beverage processing.
2. Truck drivers
3. Sales representative and whole sale trader
4. Delivery drivers
5. Material handlers.

2.9 TRAINING PATTERN

Tight budget and small margin tend to discourage a proactive approach to training
and other human resources. Different training techniques are employed depending on
occupation type. In semiskilled job, training is unusually provided on the job and with
additional experience, workers able to move up their career. For professionals,
management and supervisory position workers acquire essential skill through college
or university in a given field such as business administration.

2.10 SUMMERY OF SOFT DRINK INDUSTRY IN INDIA

2.10. A INTRODUCTION

Soft drink market size for FY00 was around 270 mm cases (6480 mm bottles).
The market witnessed 5-6% growth in the early 90’s. Presently the market has growth rate
of 7-8% P.A. compared to 22 % growth rate in the previous year. The market size for
FY01 is expected to 7000 mm bottles.

2.10. B SOFT DRINK PRODUCTION AREA

The market preference is regional based. While cola drinks have main market in
metro cities and northern state of UP, Punjab, Haryana etc. orange flavored drinks are
popular in southern states. Sodas too are sold largely in southern states besides some

11
through bars. Western markets have preference towards mango-flavored drinks. Diet coke
presently constitutes up to 7% of the total carbonated beverage market.

2.10. C GROWTH AND PROMOTIONAL ACTIVITIES

The government has been adopted liberalized policies for the soft drink trade to give
the industries a boast and promote the Indian brands internationally. Although the import
and manufacturer of international brands like Pepsi and coca-cola is enhanced in India, the
local brands are being stabilized by advertisement, good quality and low cost. The soft
drink market until early 1990’s was in hands of domestic players like campo, thumbs up,
limca etc.

However, with opening up of economy and coming up of multinational company

players Pepsi and coca-cola, the market has come totally under their control.

Distribution network of coca-cola had 6.5 lakh outlets across the country in FY00,
which the company is planning to increase eight lashes by FY01. On the other hands
Pepsi Company’s distribution network had 6 lakh outlets across the country during
FYOO. Which it is planning to increase to 7.5 lakh by FYO1.

2.10. D MARKET SEGMENTATION

The market is being segmented because of types of products into cola

products and non-cola products. Cola products account for nearly at 62% of
total soft drink market. The brands that fall in this category are Pepsi, coca-
cola, thumps up, Diet cola and Diet Pepsi etc. Non-cola segment, which
constitutes 36%, can be divided into four categories based on the types of
flavor available namely orange, cloudy lime, clear lime and mango.

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 CHAPTER III

COMPANY PROFILE

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3.1 COMPANY PROFILE

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Name of company : AL MAN HAL
ENTERPRISE.
Date of commencement : 01-OCT-2001.
Brand Name & Trade Mark : HANNA.
Registered In : FPI (Food Product
Organization)
SSI (Small Scale Industry)
Promoter & MD : Bahadoor Mohammed Kunhi
Location : Kallannthol-Parappally
Kodom-Beloor Panchayath
Kanhangad Kasargod.
Head Office : Bangalore
Number of Officers : six
Number of Supervisors : two
Number of Workers : 25
Nature of Business : Manufacture of Soft Drinks,
Aerated Water and pet Soda
Insurance : United India Insurance Co.

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3.2 COMPANY FLASH BACK

AL MAN HAL ENTERPRISES PVT LTD is one of the famous and

growing soft drinks company in Kerala. HANNA is their brand name and
trademark. HANNA plays an important role in soft drink customer market. The
company mainly produce soft drinks (Cola, Lemon, Orange) Aerated water
and PET SODA. The company was started on 01-10-2001 as a partnership
firm with two partners and then it is converted in to sole trading concern. The
building was constructed on 1998 December first week. The company formed
under FPO (Food Production Organization Chennai). The company is situated
at kallanthol-parappally Kodom Beloor Panchayath, kasaragod district.
AL MAN HAL enterprise is one of the leading marketers in kasaragod,
kannur, Calicut, vayanadu, Malappuram. Company could create market
demand for its product with in a short period. The main aim of company is to
dominate soft drink market in INDIA and company always providing quality
goods to customer to keep them as a satisfied one. As part of its expansion
program, enterprise is plans to expand its marketing area all over the Kerala
and south India.
HANNA soft drink is their important source of income (70% of total
sale) and their social concern is to provide employment opportunity for the
people who are unemployed in rural area. Like other in members in this
industry, AL MAN HAL is an important sponsor of various sports tournament
(Cricket, Volleyball, and Football) and other community based activities.
The enterprise contributed a good amount in charities across different section
of people. Company’s main competitors are Coca-cola, Pepsi and other global
soft drink manufactures.
In addition to global soft drinks companies, firm has faced competition from
local companies like pop it up, zulal etc… recently. However, company’s
policies and products are capable to face this competition very successfully.
Since it fast growing concern, firm has a good vision about its future like build
fully automated plans, product diversification, Business diversification, etc…
Material expansion programs etc…

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3.3 NAME OF COMPANY AND BRAND NAME
The company name Al-MAN-AL is Arabic word which means “wide like
an ocean”. The product HANNA is also Arabic word, which means “Divine
Food”.

3.4 SOURCE OF FUND

Mr. Bahadoor Mohammed Kunhi is the promoter of the company. Firm is

started with an initial investment of Rs 1 Crore. The company was getting
industrial subsidy of Rs 6 lacks from the government. The source of capital is
60 lacks is the contribution from the partners at (60:40) Ratio. Rest pf the
amount generated as loan from KFC and Punjab National Bank.

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 3.1 ORGANISATION CHART

MANAGING DIRECTOR

GENERAL MANAGER

FINANCE HRM DEPT GENERAL

DEPT DEPT

FINANCE MARKETING HR WORKERS

MANAGER MANAGER MANAGER

ACCOUNT
ANT

MARKETING PRODUCTION
DEPT DEPT
CLERK

PRODUCTION
MANAGER

SALES SUPERVISORS
MANAGER

DISTRIBUTION MACHINE
WORKERS OPERATORS

PACKING HELPERS
WORKERS

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3.5 PRODUCTION DEPARTMENT
Production involves the conversion of raw materials into finished
products. Production is considered to be crucial in any industry. Production
system receives input in the form of material, personnel, capital, utilities and
information. These inputs are changed in a conversion sub system into desired
product and service.

Nature of AMHE’S Business is manufacturing of soft drink products, aerated

water and pet soda, so production function is an important part this
organization. The company follows a clear and systematic production system.

3.5. A. PLANT AND PRODUCTION CAPACITY

Company’s production plant is a semi automated one. Company is
making the product as batches. One batch contains 2000 bottles. The
maximum production capacity in a day is 4 batches. Normally the company is
producing two batches. The production quantity is varies as per demand.

3.5. B.PRODUCTION REQUIREMENT

Water
Company is using bore well water for production. Maximum 7000 litter’s
water is required for production in a day. In the beginning, Stage Company

19
was using the well water up to the year 2002. After that, company is using bore
well water.
Power
Company is using power from the separate transformer, which is provided
by the electricity board as per minimum guarantee system. Company has a
generator, which is using in power break time. Production process can
continue with the help of this generator except bottle making machine.

3.6 PRODUCT PROFILE

Product is the corner stone of every sassiness from at the heart of a great
grand is a great product. Product is a key element in the market offerings our
company generally offers products and stroke of superior quality.

3.6. A.PRODUCT PROFILE OF COMPANY

1) Soft Drinks
a) Cola
b) Lemon
c) Orange
2) Pet soda
3) Aerated Water

3.6. B.RAW MATERIALS IN SOFT DRINKS

1) Essence
Lemon - 16 types of essence mix
Orange - 7 types of essence mix
Cola - 4 types of essence mix
2) Citric Acid it is using in lemon and orange.
3) Refined Sugar

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4) Carbon Dioxide
5) Hilo flow powder
6) Carbon
7) Filter Paper
8) Pre form
9) Label
10) Case Box/ Carination paper (LDP- shrink paper)

3.7 MATERIAL PURCHASING SYSTEM

Company is following a systematic material purchasing method. Material

stock is recording in register a minimum stock is always kept for meeting the
production needs. Company using DD or Cheque for clearing supplier’s a/c.
Suppliers are giving one-month credit period. Most of the raw materials are
directly purchasing from the manufacture and some the items are purchasing
from agents.

SUPPLIER OF RAW MATERIAL

Name of Raw Materials Name of supplier
Citric Acid, Hilflow Powder, Carbon Mahaveer Chemicals Bangalore
Essence Das Enterprises Bombay (They Are importing
From Saudi Arabia)
Refined Sugar Keethi Aerated products Goa
Filter Paper Purchasing From Bombay
Cork And Perform Purchasing Form Hyderabad and
Bombay
Label Printing from Swami Offset
Shivakashi

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Laminated paper (Ldp-shrink paper) Purchasing From Madras

3.8 PLANT LOCATION

Plant location is concerned with the function of determining where the
plant should be located for maximum operating efficiency and effectiveness.
Here the firm is situated at kalanthol, parappally, and 10 km away from
kanhangad. This place is only 3 km away from NH 17 in Mavungal junction.
This site is selected because of the availability of the facilities like labor,
market, transportation, water, topography of land, waste disposal facilities,
liberal government policy, tax concession, availability of power etc...

3.9 PLANT LAYOUT

Plant layout refers to the proper arrangement of various machineries,

equipments, production facilities and employee amenities in a factory for
getting maximum benefit by eliminating wastage of money, efforts, efficiency
and materials. There are four types of layout, process, layout, product layout,
group layout, fixed position layout. Here company adopt product layout where
the equipment are arranged as per sequence of operator required to
manufacture product.

PLANT LAYOUT

Waste
Solid
Water Disposal Waste
Disposal

Workers Staying Rooms

Kitchen
Canteen

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 Account
tant FM
Bottle
Mixing Filtration
Manufacturing
Process

GM
Lab

STORE

MD
Corridor Labeling & Packaging

MACHINE DETAILS

1. product making machinery

2. Bottle making machinery
3. Laminated machine is used for packing the product)

MAINTENANCE SYSTEM

Maintenance is a set of activity, which helps to keep plant, machinery, and

equipment in working condition. Company is following break down
maintenance system. Employees are trained for maintenance work so they can
do machine operation in smooth manner.

3.10 PRODUCTION PROCESS

Soft drinks

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 Well tank sand filter carbon filter micron filter ultra
violet mineral water sugar filter syrup cold water
essence
Volumetric filler filling machine checking label packing.

SAN CARBON
Sub Filter M M M M M
Main D
TAN TANK Filter F F F F F
K

Sugar
WELL Filter FIBRE
UV
Filter
Filter

CANDINA
AGITATOR N
Filter CHILLING
CHILLING
TANK TANK

VOLUMATRIC
MACHINE CARBONATOR FILLING PACKING
MACHINE MACHIN SCREENIN
E G LABELING

3.11 QUALITY Y ENSURING TECHNIQUES

Quality refers to sum of attributes or properties that describe a product. It
is high bolding feature of modern market. Modern market is very complex.
The existence of products is very difficult especially in food industry.
Customers have a great awareness of their health. The quality policy of this
company is that “who can make product different with high quality, they can
survive in the market” so the company always care about the quality of our
product. In every stage of production process, it is doing very systematically
and great care about the quality of raw material using for production. In order
to ensure quality, company use different quality ensuring and measuring
techniques in different stage of production.

They are:-

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 1. Brisk meter / refractor meter
2. Total quality management
3. PH-meter
4. Calibration meter
5. Inspection
6. Sample keeping

3.12 HUMAN RESOURCE DEPARTMENT

Human resources (employees) are integral part of every organization,
with effect smooth functioning of every organization. There for every
company maintain a separate department for dealing human resource problems
named human resource department or personnel department. This department
aims at contributing human effort through personnel employed in the
organization towards achieving objective of organization and these should
come out willingly with dedication and high degree of morale amongst the
employees. These organizations also maintain separate department FOR
DEALING HUMAN PROBLEM. This department opens channel of
communication to build trust and commitment. It policies are goal oriented
with participative style. Employees getting maximum freedom in the
organization they are involved in all activity organization, so they are highly
motivated. Management is protecting the employee’s rights and needs.
Management considers employees ideas while formulating plans and policies.
Management using ‘y’ theory for motivation. Management provides all kinds
of welfare facilities, (both monetary and non-monetary) to the employees.
Bonus is paid to them thrice in a year (onam, ramsan). The employee in this
organization shows high moral in the work.

ELIGIBILITY FOR APPOINTMENT

« One must be citizen of India and must have aged 18 years

« One must gave sound health, active habits and free from any bodily
Defect or infirmly rendering him unfit for the post.
« One must satisfy the appointing authority of his character

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« Higher level workers should have minimum educational qualification
« Chief operator should pose skill to operate machinery and one year
experience.

PAYMENT SYSTEM

¥ The company is keeping minimum wage policy

¥ Time wage system also followed by the company

¥ Remuneration is paid monthly

3.13 MARKETING DEPARTMENT

Marketing can be defined as the performance of business activities that

directs flow of goods and service from producer to customer. Marketing is the
human activity directed by satisfied needs and wants through an exchange
process. It is about winning votes from the customers in market place.
Financial success depends on marketing ability. Operation and other business
functions will not really matter if there is no sufficient marketing. Marketing
manager has to take many major decisions which effects of organization.

Good marketing has become an increasingly vital ingredient for business

success and marketing profoundly affects our day today lives. Marketing
includes functions of sales, distribution, advertisement pricing product etc.
AMHE keeps a separate department for dealing marketing activities. Major
marketing activities of our company are explained below.

DISTRIBUTION
It is a process of handing over the good to customers. Like other
industrial members, AMHE enjoy wide variety of distribution channel.
Companies sell its products through stores, Grocery, hotels, college canteen
etc. company mainly follow four type of distribution channel, but the company
likes to keep the direct distribution channel, because the organization can
know the marketing condition, demand and customer preference from the
market and also work for the increase of the sale.

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PRODUCT

Consumer is the king in the modern market. Every company is focuses to

make the goods, which can satisfy the customer. Who can make better product
based on the consumer taste and preference, they can service in the market.
Product is the key element in the marketing and our company generally offers
products and service of superior quality. A new or improved product will not
necessarily be successful unless the product is priced, distributed, advertised
and sold properly.

PRICING
Price is one of the elements of the marketing mix that produces revenue.
Price also communicates to the market the companies intended value
positioning of its product or branch. A well-designed and marketed product can
command a price premium and reap big profit.

Am he’s Pricing Policy

The company is following the going rate pricing policy from initial stage.
While fixing price, all factors, which affects the price of its products, are taken
into consideration by our company. The company imitating coca cola and
Pepsi is fixing price.

PRICE PROFILE
Soft Drinks
(Lemon, Orange, Cola)

Type MRP
2 Ltr 43
1.5 Ltr 38

500 ml 18

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 300 ml 10

COMPETITION

Mainly competition comes from multi-nation giants like Pepsi, Coca-

Cola etc and a small extend from other local companies. Even through there is
a tough competition in soft drink market, companies policy are able to tackle
this competition.

ADVERTISING

Advertising is paid form of non-personal presentation and promotion sale

of ideas, good or service by an identified sponsor. The AMHE IS getting the
positive result from advertisement. The company can create the product
awareness in the minds of the customers through advertisement. The purpose
of the advertisement is presenting the product features in a nice and attractive
manner so the customers. The advertising agency of AMHE is media links
Calicut.
AMHE uses different mode of advertisement that include
1. visual and oral media include TV channel (ASIANET,KAIRALI),
newspaper (In all popular Malayalam newspaper), Theaters, Magazine
(college and other business magazine)
2. road show Display product on the companies vehicle and KSRTC
bus
3. public display Banner, Flexi Board and notice
4. other publicity program, college canteen and hospital canteen
5. Word of mouth it is an external mode of advertisement created by
consumer who satisfied with this product.
SALE

Every manufacturer produces goods with the intension of selling them to

consumer. AMHE takes different sales promotion techniques to increase the
sale of product. They include

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 1. Consumer promotion
2. Dealer promotion
3. Sale force promotion

MARKETING AREA

Marketing area of AMHE is spread over the five districts of Kerala

(Kasaragod, Kannur, Kozhikode, Malapuram, Wayanad). Company now plans
to expand its marketing area all over south India.

FINANCE DEPARTMENT
Finance is the lifeblood of every business. A proper financial management
is needed for the proper functioning of the organization. Efficient management
is needed on found; we have to use every rupee in a proper way. The financial
management thinking how we can use our money for getting maximum return
and therefore achieving the organizational goal.

AL-MAN-HAL Enterprises have a separate financial department. This

Department makes a major role in financial planning of the company. All kinds
of accounting books are prepared and kept in this department. They include
daybooks, purchase daybook, sales daybook, stock register, creditor’s book,
vouchers book, sales return book, purchase return book, trial balance, and
passbook, trading account, profit and loss account and balance sheet.
Preparation of final account helps the company to know operating result of the
company and the financial position of the company. This department also helps
in ascertain tax and their effect on the business.

3.15 GENERAL DEPARTMENT

This department deals with general problem such as waste disposal. This
is controlled by general manager with the help of workers in this department.

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WASTE DISPOSAL SYSTEM
The company is having a provision for the disposal of waste. Firstly, it
is for disposing the waste are available near to the unit. There is a small tank
for dumping of solid waste such as bottles and there is a separate tank for
paper waste. The liquid waste is going outside through the pipeline.

3.16 SWOT ANALYSIS

Strength
 High demand in rural area.
 Consumer approach.
 Quality product
 Direct sale
 Commission and discount scheme
 Time supply
 Location
 Past market records
 Better relation ship between management and workers.
 Support of local public.
 Banning of global soft drink companies.

Weakness
 Low production capacity
 Semi automated plants
 Lack of financial capacity for expansion program, appointments of
highly skilled professionals.

Opportunity
 Growth and prosperity
 Fully automated plants
 Increase of production capacity
 To be a market leader

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  Market expansion, product diversification
 Business diversification

Threads
 Competition from global soft drink companies
 Complimentary schemes of competitions
 Problems faced by soft drink industry

3.17 MISSION

1. Provide healthily drink to the society

2. producing quality goods at affordable price in on time
3. providing employment opportunity to local people
4. providing better pay and other facilities to employee
5. work for social development

3.18 VISION

1. Build fully automated plant

2. market expansion program all over India
3. new product development
4. business diversification
5. dominate the soft drink industry
6. Providing improved means of service such as vending machine.

31
 CHAPTER IV

SYSTEM FOR MAITAINING CONSUMER

SATISFACTION

4.1 INTRODUCTION

Consumer enjoys prominent role in modern business. Consumer is a

person who consumes goods. He buys good for his self-consumption. The
whole activities, which are done by manufacturing or service firm are only for

32
consumer. Every firm gives much emphasis on consumer servings. The
success or failure of a firm depends on its consumer. Therefore, it is important
for a firm maintain consumer as a satisfied one. So consumer is regarded as the
king in the modern market.
The modern business is controlled by the consumer and their behavior
has changed from the past there is a difference in what they were and what
they are. Today’s customers are becoming harder to please. They are smarter
more price conscious more demanding less forgiving and they are approached
by many more competitors with equal or better offers. Moreover today’s
consumer have a set of capabilities which they didn’t have in the past such as
buying power and ability to compare benefit derived from different products or
service and they have great amount of information about anything.
As stated above consumers are overall in modern business. So its
satisfaction in must for the success of every business. Satisfaction is a person
feeling of pleasure or disappointment resulting from comparing a product
perceived performance or outcome in relation to his or her expectations.
Perceived value and consumer expectation are two side of expectation the
consumer is dissatisfied and disappointed.
If the performance matches the expectation, the customer is satisfied. If the
performance exceeds the expectation, the customer is highly satisfied or
delighted.

4.2 SYSTEM FOR MAINTAINING CONSUMER

SATISFACTION

33
 1. Total Quality Management

Consumer satisfaction directly depends on service or product quality.

Quality is the totality of features and characteristic of a product or a service
that bear on its ability to satisfy stated or implied needs. The customers of that
company who provide high quality product or service will be more satisfied
than that of those companies, which provide less quality of service.
Total quality management is an organizational wide approach
continuously improving the quality of the products, process and service of an
organization. Total quality management help a company to provide superior
quality product to its customers and it will lead to high customer satisfaction.

2. Customer Relationship Management (CRM)

CRM is the process of managing detailed information about individual
customers and carefully managing all customers touch points to maximize
customer’s loyalty. A customer touch point is any occasions on which a
customer has the branch and product. CRM enables management to provide
excellent real time service through the effective use of individual account
information based on what they know about each valued customers. It will
keep the consumers as a satisfied one.

3. Maintenance of Consumer Complaint Cells

This will help the management to know the problems of consumers and
solve the problems immediately this will help the company cross the consumer
defection and keep them as satisfied one.

AL MAN HAL Enterprises uses above three techniques to maintain consumer

satisfaction, in addition to this, organization is calling periodic customers
meeting. Company invites wholesalers, retailers, agents and randomly selected
customers to this meeting. The purpose of the meeting to motivate the
customers and consider their preference for producing the goods. The
customer’s feedbacks about the products are collecting from this meeting.

34
4.3 MEASURING SATISFACTION

Many companies are systematically measuring customer satisfaction and

the fact is shaping it. A company would be wise to measure satisfaction
regularly because one key to customer retention is consumer satisfaction.
Companies that do achieve high customer satisfaction rating make sure that
their target market knows a number of methods exist to measure customer
satisfaction. They are;

1. Periodic Survey
2. Ghost shopping
3. Lost Customer Analysis
4. Complaint and Suggestion System

4.4 CONSUMER SATISFACTION AND SOFT

DRINK
INDUSTRY

Soft drink industry is a part of consumer market. Consumer marketing

companies selling mass consumer goods and service. In order to keep
consumers as a satisfied one, consumer market provides superiors products
and packaging, ensuring its availability and backing it with on going
communication and reliable service.

Consumer is the only profit centre of the soft drink industry, because
they provide consumer goods only. So satisfaction of the consumer is essential
for the survival of industrial members moreover the industry deals with food
items. The consumer is more care on their health.

35
4.5 FACTORS AFFECTING CONSUMER
SATISFACTION

1. Consumer satisfaction and Consumer Expectation

Whether the buyer is satisfied after purchase depends on the offers

performance in relation to the buyer expectation. In general, satisfaction is a
persons feeling of pleasure of disappointment resulting from comparing a
product perceived performance in relation to his expectation buyers from their
expectation from past buying experience, friends and associates advice and
marketing and competitors information and promises. It the actual
performance falls short of expectation the customer is dissatisfied is the
performance match the expectation, the customer is satisfied or delighted AL
MAN HAL ENTERPRISE tries to raise only high-level expectation (not too
high) among the consumer.
Company think if it raises expectation too high it may cause to consumer
dissatisfied and it will be very difficult to meet. Company always tries to fulfill
consumer expectation.

2. Quality and Consumer Satisfaction

Satisfaction will also depend on product quality and service. Quality
refers to the sum of the attributer or properties that describe a product. It is the
high boding feature of modern product market. A company meet most of its
customer needs most of he time is called a quality company.
Consumers of that company, which provide high quality product, will be
satisfied and consumer of that company which provides less quality product
will be dissatisfied because every consumer tries to obtain quality product with
out considering price.

36
 The main mission of AMHE is to provide superior quality product of
consumer. AMHE uses various techniques and device to ensure quality of
product, which were described in the company profile.

3. Price and Consumer Satisfaction

Price and consumer satisfaction are closely related price is the only one
element of the marketing mix that produce revenue. A rational consumer
always compares the price and performance of a product. Price charged for
product should be matched to benefit given by product other wise consumer
will be dissatisfied and they may abandon the product. AMHE adopt such a
pricing policy, which matches the performance of its product.

4. Fashion and Consumer Satisfaction

Fashion is one of the important factors, which affect consumer
satisfaction. Fashion changes from time to time. In addition, fashion changes
from person to person according to their age, sex, and occupation.
The fashion of teenagers would be differing from olds. Every people like to
buy and use fashionable goods. Consumer of those companies, which provide
fashionable goods, will be satisfied with them.

AMHE always try to bring fashion and verity to its product packaging. It
put colorful attractive name board in the pack. It uses different bottles of
different size it changes shape of bottle from time to time which will attract
consumers especially teenagers and children. It uses meaning full caption in
the bottle.

CAPTION OF COMPANY
“Quench your thirst with Hanna”
“Enjoy up to the final drop”

5. Product features or Attributes

37
 People are attempting to purchase product that are not thrown away
items and products that satisfy their needs i.e., a consumer use a product with
the intention of satisfaction of his need every product will have some special
attributes it any of the attributed of a product satisfy his needs he will be
satisfied with that product.
Soft drinks products are usually used for refresh ness. The major
attributes am he is HANNA’S are high refresh ness, color, taste (quality and
price also included in this list).
The customer of those companies, which provide high perceived value
will be satisfied than that of customers of company which provide lower
perceived value.

CHAPTER V

DATA ANALYSIS & INTERPRETATION

38
5.1 DATA ANALYSIS AND INTERPRETATION

Data analysis is the process of identifying the strength and weakness of he

company with the help of information and data collected trough different
method like questionnaire, survey and marketing research. It is done by careful
and detailed analysis and proper arrangement of collected data.

The term interpretation means explaining the meaning and significance of

data so arranged. It is the evaluation of result obtained from data analysis. It is
very useful to management for decision-making purpose.

39
 SEX WISE CLASSIFICATION OF RESPONDENTS
Table No. 5.1
Sex No of percentage
respondent
Male 36 72
Female 14 28
Total 50 100

Source: Questionnaire

From the table no 5.1 it is seen that 72 percentages of respondents are

male and 28 percentages of respondents are female. So it can be clouded that
majority of respondents are men.

Chart No: 5.1

40
 AGE WISE CLASSIFICATION OF RESPONDENTS

Table No. 5.2

Age group No of percentage
respondent
16-25 14 28
25-30 17 34
30-40 10 20
Above 40 9 18
Total 50 100

Source: Questionnaire

From the table no 5.2 it is seen that 28 percentages of the respondents

belong to the age group of 16-25. 34 percentages of respondents belong to the
age group of 25-30.
20 percentages of respondents belong to the age group of 30-40 and only 18
percentages of respondents belong to the age group of above 40. From the
analysis, it can be concluded that the majority of respondents are belonging to
the age group of 25-30

Chart No. 5.2

41
 RESPONDENTS OCCUPATION
Table No. 5.3

OCCUPATION NO OF PERCENTAGE
RESPONDENTS
STUDENT 8 16
BUSINESSMAN 17 34
PROFESSIONAL 14 28
EMPLOYEES 7 14
OTHERS 4 8
TOTAL 50 100

From table No 5.3 it is seen that, 16 percentages of the respondents are

students. 34 percentages of respondents are businessperson. 28 percentages of
respondents are professional. 14 percentages is employees and only 8
percentages of respondents are others, i.e., coolly workers.
Therefore, it can be clouded that most of the respondents are businessperson
and professionals.

Chart No. 5.3

42
 INCOME WISE CLASSIFICATION OF
RESPONDENTS

Table No. 5.4

Income group No of respondents Percentage
Below 1000 12 24
1000-5000 21 42
5000-10000 11 22
Above 10000 6 12
Total 50 100

Source: Questionnaire

From the table no 5.4 shows the percentage of the respondents belonging
to various income group. 24 percentages of respondents belongs to the income
group of below 1000.
42 percentages of respondents belongs to the income group of 1000-5000. 22
percentages of respondents belongs to the income group of 5000-10000. 12
percentages of respondents belongs to the income group of above 10000.
Therefore, a major portion of the respondents belongs to the income group of
1000-5000.

Chart No.5.4

43
 TOTAL SOFT DRINK USERS IN THIS MARKET

Table No.5.5
Particular No of Respondents Percentage
Users 50 100
Non-users 0 0
Total 50 100

Source: Questionnaire

In the table no 5.5 it seen that all respondents are users of soft drinks. So it
can be concluded that 100 percentage of population using soft dr

Chart No. 5.5

Comment

Since, majority of population using soft drinks, this particular marketing

area id too apt too soft drink industry. So that industrial members can enter into
market with great confidence.

44
 RESPONDENTS BRAND OF SOFT DRINKS
Table No. 5.6
Particulars No of respondents Percentage
Company brand 11 22
Local brand 39 78
Total 50 100

Source: Questionnaire

Table no 5.6 shows that 78 percentages of respondents are, more prefer

on local branded product and only 22 percentages of respondents are more
prefer in company branded product.
Majority of people thinks that homemade products are of high quality and they
avoid such ingredient, which adversely affects their health.

Chart No. 5.6

Comment
Hanna is a local branded product. Since, majority of population prefer on
products of local brand, it has big marketing potential in the future.

45
MARKET SHARE OF AL MAN HAL ENTERPRISES
Table No. 5.7
PARTICULARS NO OF PERCENTAGE
RESPONDENTS
HANNA 35 70
OTHER LOCAL
BRAND 4 8
COMPANY BRANDS 11 22
TOTAL 50 100

Source: Questionnaire
Table 5.7 shows that 70 percentages of respondents are using. Hanna 8
percentages of respondents using other local brand product and 22 percentages
of respondents are using other company branded products. It indicates the high
market share of Hanna.

Chart No. 5.7

Comment
High percentage of market share enjoyed by a product is a good
indication of quality and utility of the product and the competency of the
management. Company is too near to achievement of its main objective, i.e.,
Company is going to dominate this particular soft drink market.

46
 POST PURCHASE BEHAVIOR OF HANNA’S
CONSUME
Table No. 5.8
PARTICULARS NO OF PERCENTAGE
RESPONDENTS
Regular 31 88
Non regular 4 12
Total 35 100

Source: Questionnaire
Table no 5.8 shows that 88 percentages of its user’s shows a post
purchasing behavior. 22 percentages of its users use this product occasionally.
It can be concluded that majority of its users use this product regularly.

Chart No. 5.8

Comment
A consumer repurchases a product only if he satisfied with that product.
Hanna is highly repurchased by majority of its consumers

47
 EFFECTIVE MODE OF ADVERTISEMENT
Table. 5.9
PARTICULARS NO OF PERCENTAGE
RESPONDENTS
Media(Newspapers, TV) 9 26
ROAD SHOW 4 11
PUBLIC DISPLAY 5 14
WORD OF MOUTH 17 49
TOTAL 35 100

Source: Questionnaire
Table No. 5.9 shows that 26 percentages of its users came to know about
Hanna through various media (TV, newspaper etc). 11 percentages of its users
came to know about Hanna from road show.
5 percentages of its users became aware about Hanna from its public display.
49 percentages of consumers were aware of our product through the media of
word of mouth. It can be concluded that most effective media of advertisement
is word of mouth.
Chart No. 5.9

Comments
Most effective media of advertisement is word of mouth. It is an informal
media created by the consumer. High degree of word of mouth indicates high
degree of consumer satisfaction, i.e., if a consumer satisfied with a product he
will spread good words about that product.

48
SATISFACTION WITH THE QUALITY OF
PRODUCTION
Table No. 5.10

PARTICULARS NO OF PERCENTAGE
RESPONDENTS
Satisfactory 33 94
Dissatisfactory 2 6
Total 35 100

Source: Questionnaire
Table No 5.10 shows that 94% of consumers are satisfied with quality of
product.
6% of consumers are remained dissatisfied with the quality of product. It can
be conclude that majority of consumers are satisfied with quality of Hanna.

Chart No. 5.10

Comment
High degree of consumer satisfaction with the quality of product indicates
the effectiveness of quality control techniques of AMHE.

49
 SATISFACTION WITH THE PRICE OF PRODUCT
Table No. 5.11
PARTICULARS NO OF PERCENTAGE
RESPONDENTS
SATISFIED 27 77
DISSATISFIED 8 23
TOTAL 35 100

Source: Questionnaire

Table no 5.11 shows that 77% of consumers are satisfied with the price of
Hanna.
23% of consumers are dissatisfied with price of Hanna and they think that this
price is not affordable for an ordinary man. But many of them use Hanna
because they like other attributes of Hanna.

Chart No. 5.11

Comment
Hence, an important part of consumers is dissatisfied with price of Hanna,
company should find way to reduce the cost of production and there by selling,
price.

50
 CONSUMER PREFERENCE TOWARDS
DIFFERENT
ATTRIBUTES OF HANNA
Table No. 5.12
Features No of respondents Percentages
Refresh ness 19 54
Color 2 6
Taste 14 40
Total 35 100

Source: Questionnaire

Table no 5.12 shows that 54% of consumer is more preferred on refresh

ness attributes of Hanna. 6% of its users are more preferred on different color
of Hanna. 40% of consumers are more preferred on taste of Hanna. It can be
conclude that majority of its users attracted by refresh ness attributes of Hanna.
Chart No. 5.12

Comment
Attributes of a product influence very base of psychology satisfaction of
consumers. Study result shows that what company trying to give (i.e.
refreshes) to consumers and what majority of them expect from product are
same.

51
 AVAILABILITY OF PRODUCT
Table No. 5.13
Response No Of Respondents Percentage
Yes 14 40
No 21 60
Total 35 100

Source: Questionnaire
From table no 5.13 it is seen that 40% of consumers are opined that there
is an enough availability of Hanna in their place. But 60% of consumer opined
that there is a shortage of Hanna in their local city. Out of this people, most of
them live in small villages.

Chart No. 5.13

Comments
From the response of consumer, it can be understood that company’s
product enjoys more demand than supply. There is a high shortage of Hanna in
the local market. It means company produce only lower quantity than demand.
It also indicates in efficiency of distribution system.

52
 RATING OF PERFORMANCE OF HANNA WITH
CONSUMER

Table No. 5.14

PARTICULARS NO OF PERCENTAGE
RESPONDENTS
EXCELLENT 15 43
VERY GOOD 13 37
AVERAGE 5 14
BELOW AVERAGE 2 6
TOTAL 35 100

Source: Questionnaire

Table no. 5.14 shows that the 43% of consumers certifies that
performance of Hanna is excellent. 37% of consumer’s rates the performance
of Hanna is very good. 14% of consumer’s rates the performance of Hanna is
average. Only 6% of consumer rates the performance of Hanna is below
average. It can be conclude that majority of consumers rates the performance
of Hanna is excellent.
Chart No. 5.14

Comment

53
 If the performance of a product matches with the expectation of
consumer, he will be satisfied with that product. If performance of a product
exceeds his expectation, he will be delighted.

RESPONSE TOWARDS HEALTH PROBLEMS

Table No. 5.15
Particulars No of Respondents Percentage

Yes 35 100

No 0 0

Total 35 100

Source: Questionnaire

From the table no 5.15 it is seen that no consumer thinks that the usage of
Hanna causes any health problem. They think that Hanna does not contain any
pesticide or other ingredients, which adversely affect their health

Chart No. 5.15

Comment
Hanna is 100% healthily product.

54
 TOTAL CONSUMER SATISFACTION
Table No. 5.16
Particulars No of Respondents Percentage
Yes 33 94%
No 2 6%
Total 35 100

Source: Questionnaire

Table no 5.16 shows that 84% of consumers are fully satisfied with Hanna.
Only 60% of consumers are dissatisfied with Hanna. It can be conclude that
majority of its consumers are satisfied with Hanna.

Chart No. 5.16

Comment
Consumer satisfaction, awareness program of AMHE is so effective.

55
 COMPARISON OF CONSUMER SATISFACTION
RATES OF LAST FIVE YEAR

Table No. 5.17

Year Rate of consumer satisfaction
2006 62
2007 65
2008 71
2009 75
2010 94

Source: Questionnaire
From the table no 5.17 it is seen that consumer satisfaction has improved
from the past. It is the highest degree of consumer satisfaction achieved by
AMHE in its entire life.
Chart No. 5.17

Comment

Increasing trend of consumer satisfaction indicate the firms efficiency is

serving consumer and importance given to them. Result proves that all plans
and programs of company relating with consumer could be done successfully.

56
 CHAPTER VI

FINDINGS, SUGGESTION &

CONCLUSION

INTRODUCTION

57
 This chapter contains summery of findings, and researcher suggestion
based on findings, conclusion of study and executive summery of project.

SUMMERY OF FINDINGS

1. High habit of soft drink consumption among people in this particular

market.
2. Majority of soft drink users are male.
3. Hanna enjoys more than 2/3rd share of soft drink customer market.
4. Hanna enjoys more demand than supply.
5. There is an acute shortage of Hanna in the local market. Especially in
small villages.
6. Hanna is 100% healthy product. No consumer thinks that usage of
Hanna causes any health diseases.
7. Majority of its consumer are satisfied with the quality of Hanna. It
indicates that quality control technique and programmers are highly
effective.
8. An important part of consumer is satisfied with the price of Hanna.
9. Most of its consumers are more preferred on refresh ness attributes of
Hanna. It means what Hanna gives and what consumers want from
Hanna is same.
10. Most effective mod of advertisement is word of mouth. It indicates
high degree of consumer satisfaction.

58
SUGGESTION
1. Company should adopt various strategies, which are necessary for
protecting the marketing share as well as increasing marketing share.
2. It had better time for market expansion program. Because global soft
drink manufacturing companies are going back from south India due to
strong public protest and legal banning.
3. Company should increase volume of production in order to match
demand and supply.
4. The plant capacity and storage capacity must increase at earliest. It will
help company to increase volume of production
5. Pricing policy of company should be discussed.
6. company should try to obtain quality certificate from concerned
authorities and organization like BIS, ISO etc
7. More customer awareness program should be conducted.
8. Company should increase new and improved means of distribution like
vending machine.
9. Present degree of consumer satisfaction should be compared with that
of competitors. It will help to know the strength of competitors.
10. Company should not try to imitate global soft drink manufactures.
Take only positive idea and strategy of them.

59
CONCLUSION

This study is highly successful in achieving its objectives. The main

objective of study is to measure consumer satisfaction of AMHE and gather
response and opinion from consumer about its products. As per the objective
of the study, an attitude survey is done; data are collected from consumers by
using different data collection methods. Then collected data are analyzed and
made interpretations because of this analysis and reached to findings. Because
of findings researcher made suitable suggestion to solve the problems after
considering response. Studies found that majority of its consumers are satisfied
with Hanna. The findings and suggestions are sure to help to execute and
implement its plans in the best interest of consumers, the organizations and
society. The findings of study will help the firm to identify the wants, needs,
fashion, preference, problem etc of the consumers. This report lights through
the area that need improvement. Detailed study of this report will help the firm
to formulate various policies and programs to serve its consumers.

60
QUESTIONNAIRE

61
 QUESTIONNAIRE

1. Have you ever tasted or consumed soft drinks?

Yes No

2. If yes, which brand should you prefer most?

Company Local

3. Have you used Hanna soft drinks?

Yes No

4. If yes, are you regular user of Hanna?

Yes No

5. Which attribute of Hanna are more preferred to you?

Price Refreshness Color
Taste

6. What is your opinion about this product?

Excellent Very good Average
Below Average

7. Are you satisfied with the quality of the product?

Yes No

8. If no please specify?
………………………………………………………………………
………………………………………………………………………
9. Are you satisfied with the price of product?
Yes No
10. If no, please specify?

62
…………………………………………………………………………
………………………………………………………………………….

11. Would you recommend your friends to buy this product?

Yes No

12. How do you aware of our product?

Media Word of mouth Public display
Road show

13. Do you feel the shortage of our product in your local city?
Yes No

14. Do you think Hanna creates any health or environmental problem?

Yes No

15. Are you with our products?

Yes No

16. Have you any suggestion for improvement of our product? (if yes
please specify)
………………………………………………………………………
………………………………………………………………………
.

63
BIBLIOGRAPHY

64
 BIBLIOGRAPHY

 A.vinod. marketing management

Thoroughly revised and enlarged edition 1997
Central co-operative stores Ltd

 Philip kotler. Marketing management

10th – 17th Edition, New Delhi: prentice Hall India pvt. Ltd.

 Suja R Nair (2004) organizational Behavior

1st Edition; Himalaya Publishing House.

 WWW.WIKIPEDIA.ORG
 WWW.GOOGLE.COM

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