Market Potential demand of coconut oil

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CHAPTER-I

INTRODUCTION
This project is concerned with the study of the market potential of coconut oil. This project work is carried out in KERAFED, a public sector company en a ed in the production of coconut oil

!arket potential of coconut oil means the ma"imum possible sales of coconut oil in the market. The study is an attempt to analy#e the market potential of coconut oil. This study helps to know about the e"istin market demand of coconut oil. The study is done to known the $arious brands of coconuts oil used by the respondents. This is used to analy#e the market potential of coconut oil. This may help in the marketin and production of ood %uality coconut oil of KERAFED &TD. This particular company is selected for the study because it is a rowin company.

1.1 STATEMENT OF THE PROBLEM

'ndian coconut oil industry is witnessin a sea chan e o$er the last few years. After the openin up of 'ndian coconut oil industry, the

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competition the market is on hi h ends. The sin le most conse%uence was the

emer ence of pri$ate sector companies.

At this backdrop, it becomes

rele$ant to study the market potential of KERA oil products in the Kerala market. .1.% OB&ECTI'ES OF THE STU()

Pri*+ry o,-e tive

The primary objecti$e is found out market potential of $arious coconut oil brands and feedback on the product.

Se on.+ry o,-e tive

(. To ascertain the brand preference of coconut oil ). To collect opinion from $arious respondents about the %uality of coconut oil manufactured by KERAFED *. To collect opinion about the pricin of coconut oil. +. To e"amine the factors influencin consumer choice

1./. SCOPE OF THE STU()

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This study helps to ascertain the present market position of the company and help the company in its efforts of creatin demand of the product. This study helps to collect information about the preference of respondents and factors which makes them to choose the brand, and the ,ompany can concentrate more on these factors to increase the brand ima e. The company can formulate a price policy by takin into consideration the opinion of the respondents about the current price.

1.0

RESEARCH METHO(OLO1)

Research methodolo y is a process by which the researcher can sol$e the research problem systematically. 't may be understood as a science of study how research is done scientifically. A detailed discussion was carried o$er with the methodolo y as part of study market potential of coconut oil. 'n this unit the research discussed about the research desi n, researched approach, and research instrument and research period. +2 Rese+r ! .esi#n Research desi n is a framework that helps in the collection and analysis of data.

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The research chooses for this study is desi n was used to compare e"tensi$ely the different brands of coconut oil a$ailable in the market. ,2 Rese+r ! A33ro+ ! The sur$ey is conducted with the help of %uestionnaire for data collection.
C2 Rese+r ! Instru*ent

The research instrument use for the study is %uestionnaire. There are open end and closed end %uestions.

.2 Rese+r ! Perio. The duration of the study was from -./((/)-(( to /-0/()/)-((

1.4. (ATA SOURCE

The data sources used for this study throu h data collection of primary and secondary data. PRIMAR) SOURCE1 2rimary source are those, which are collected afresh and for the first time, and this happened to be ori inal in character. The data for this study is collected throu h sur$ey amon peoples in two districts.

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SECON(AR) SOURCE1 't includes those data, which are collected for some earlier work and are applied or usable in the study. 'n this study the research has presently undertaken. The data for collected from the

secondary sources are pre$ious researches, company catalo ues, 'nternet sites, company profile etc.

1.5 SAMPLE (ESI1N

a2 S+*3"e unit1 is the element or elements a$ailable for selection at some sta es of sample process i.e. a decision has to be taken concernin a

samplin unit before selectin a sample unit may be eo raphical one such as state, districts, $illa es etc. 'n this research it is considered coconut oil users from two different districts of Kerala.

,2 S+*3"e Si6e
The sample si#e is (-- respondents from two districts.

2 S+*3"in# Pro e.ure

'n the samplin procedure the research must decide the type of sample that is the researcher must decide about the techni%ues to be need in selectin the item for samplin . 3imple random samplin procedure, the simplest probability sample procedures, is utili#ed by 4-5 of businesses. The

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techni%ue is preferred because it is a compute objecti$e method for samplin a population and statistically it is sounder. The probability

procedure also pro$ides more accurate result.

1.7. LIMITATIONS OF THIS STU()

This study was conducted only in two districts of Kerala owin to time and cost. (. Amon all respondents sur$eyed some of the respondents were not willin to i$e the details of the product. ). The opinion of the respondents may or may not be biased.

1.8 CHAPTER SCHEME

The introduction chapter includes statement of problem, objecti$es of study, research methodolo y, data sources, sample unit, sample si#e, samplin procedure, and the limitations of the study.

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The second chapter consists of industry profile, this help to understand about the current of the product in world, our country and state. The third chapter consists of company profile that helps to understand about the company 9ERARE( LT(. The fourth chapter consists of data analysis and interpretation, analy#e and interpret the data collected from $arious respondents. The fifth chapter consists of findin s, which pro$ide the result of the analysis of collected data, and we understood about by interpretin the data.

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,8A2TER ) 2R9F'&E

C!+3ter-% PROFIL

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2.1 INDUSTRY PROFIL

1) GLOBAL SCENARIO

:hen we talk about industry, we refer to a $ast network of different enterprises makin oods pro$idin ser$ice for the

community. !any lar e business houses are producin coconut oil in the world wide. !ore than ei hty percenta e of ten million hectares are under coconut culti$ation in the world is in 3outh and 3outh East Asia .

'n showin the country wise area and production of coconut in different coconut rowin countries of the world. 't is noted

2hilippines is the leadin followed by 'ndonesia and 'ndia. These countries account for ei hty percenta e of the total area and production under coconut. A$ailable information shows that 'ndia is the third lar est coconut producin country in the world with an area of (.) millions hectares, the producin of coconut oil in 'ndia places

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at around 7.4 millions. ;ulks of production are Kerala, followed by Kama taka, Tamilnadu and Andrapradesh .

Amon

the coconut

rowin

states in the country Kerala,

Kama taka, Tamilnadu and Andrapradesh to ether account for more than ninety percenta e of the total area. The socio/economic

de$elopment of Kerala is much for 4.)45 of other total income and )7.)5 of the total a ricultural income of the state. About the million people depend directly or indirectly on account culti$ation and industry li$ely hood. Durin the year (46-/6(, Kerala contributed 765 of 'ndia<s total coconut production. ;ut o$er the years, its share in the total national output has been declinin fast. 'n (446/47

throu h 'ndia<s coconut production touched (*747. million, Kerala contributed only +-5 of this total output. 'n Kerala there are many coconut oil e"traction industries throu hout the state. Edible oil sector has been one of those commodity sectors that ha$e been in news throu h out the year. 'n fact e$ery now and then the industry has been pleadin the o$ernment for protection from cheap imports. The recent duty hike is third such hike in a year. E$ery time the duty

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hike has been concurrent with e"cess production and drop in prices of palm oil in the international market thus makin and hike

ineffecti$e. 2resently !alaysia is the lar est producer of ,29 =,rude 2alm 9il> in the world followed by 'ndonesia, while 'ndia is lar est importer of edible oil. These two leadin palm oil e"porters ha$e desi ned their e"port duty structure such that they could retain the 'ndian market. As 'ndia has followin duty structure for edible oil.

2) NATION SCENARIO
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&ookin back at the history of 'ndian edible oil industry we find that we had set a tar et of achie$in self/sufficiency in edible oil and launched ?olden Re$olution with much fan fare in (44)/4* ;ut soon after that the countries imports started risin and soon 'ndia became the lar est importer of edible oil. From a near self/ sufficiency le$el of 405 in (44)/4* we ha$e fallen to 665 le$el last year. 9ur oil imports ha$e been constantly increasin since (44)/4*

3ome of the main reason has been increase in edible oil consumption, sta natin oil seeds production and fallin international prices. 'n addition to this the differential duty structure in fa$or of refined oil led to an upsur e in edible oil imports. :hen the ?olden re$olution was launched many oil sol$ent e"tractors set up the e"traction units as they saw hu e potential the market. ;ut with oil seeds production not catchin up with the demand plus lower per hectare yield of just .6-k s compared to the world a$era e of (7-K s of oil seeds, made the country resort to e"ternal sources.
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2resently the country has more than (6--- oilseeds crushin units more than 7-- sol$ent e"tractors, more than +-- $e etable oil refiners and more than (4- @anaspati oil units. All these are workin at below +-5 capacity utili#ation. :ith such a low capacity utili#ation the sol$ent e"traction industry is in doldrums, many of these unites ha$e already shut down.

The country has been importin mainly from 'ndonesia and !alaysia. 't started with refined oil, R;D oil as there was need to meet the demand supply ap. ;ut the imports were so cheap that imports crossed many times the ap and this lead to the current pli ht of the sol$ent e"traction industry. !oreo$er all these imports led to increase consumption of palm oil its deri$ati$es, while other oil seeds and oil<s consumption is declinin . !ost affected are 3oya bean, cottonseed, rice bran, rapeseed etc.

Their demand has not rown in recent years due to these cheap imports. This is harmin oil seed farmers, as they are not able to see

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these in the market due to lower reali#ations. !any ha$e already shifted other crops and many are plannin to do so in the near future.

'f these imports continue the oilseed industry is likely to die $ery soon. Takin into consideration all these factors plus seemin ly a selfish moti$e of increase its customs collection, the o$ernment has been takin these duty hikes from time to time. ;ut e$ery time the hikes are more than offset by drop in international prices.

3) STATE SCENARIO A$ailable information shows that 'ndia is the third lar est coconut producin country in the world with an area of (.) millions hectares, the production are from Kerala, followed by Karnataka, Thailand and Andrapradesh.

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Amon the coconut rowin states in the country Kerala, Karnataka, Tamilnadu and Andrapradesh to ether account for more than ninety percenta e of the total area. The socio/economic

de$elopment of Kerala is much dependent on the fortunes of coconut crops. ,oconut account for 4.)45 of other total income and )7.)5 of the total a riculture income of the state. Durin the year (46-/6(, Kerala contributed 765 of 'ndia<s total coconut production. ;ut o$er the years, its share bi the total national output. 'n Kerala there are many coconut oil e"traction industries throu hout the state. Edible oil sector has been one of these commodity sectors that ha$e been in news throu h out the year. 'n fact e$ery now and then the industry has been pleadin the o$ernment for protection from cheap imports.

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).) ,9!2AAB 2R9F'&E

).) Co*3+ny 3rofi"e

The Kerala karshaka sahakarana federation limited=KERA&FED> re istered in the year (4.0as an Ape" body in co operati$e sector is to implement as inte rated coconut production, procurement, processin and marketin projects, founded by European Economic ,ommunity with a financial component contributed by the state o$t. of Kerala. The primary objecti$e of KERAFED is to or ani#e coconut rower<s b brin in them under the co/operati$e umbrella and to pro$ide them with supplies and ser$ices to au ment their income base by increased producti$ity and $alue addition. This is proposed to be achie$ed throu h an inte rated system of production, procurement, stora e, processin , product di$ersification and marketin of coconut and coconut products and

acceptable to consumes on a sustained basis. 9n the production enhancement side KERAFED co/ordinate and carries out e"tension

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acti$ities such as layin out demonstration forms, farmers trainin of officials, e"hibition, seminars, distribution of leaflets and bulletins and ensure supply of production input. At present about 6-5 of the millin copra produced in Kerala is di$erted for millin to units in ;ombay, ,alcutta and Tamil Aadu. C2 country millers there for decide the price of copra and coconut in Kerala. Thus the coconut farmers, majority of them small and mar inal in Kerala are reelin under the stran le of hold of powerful up country trade cartels that consistently manipulated market condition and dictate price trades to their ad$anta e. To o$ercome this KERAFED aims to procurement of 6- to 7-5 of total coconutD copra produced in the state which will be produced at its own processin units are marketed. This alon with product

di$ersifications acti$ities will enable KERAFED to become the price setter of coconut and coconut products in the company. All of the acti$ates on production enhancement, procurement and marketin of coconutD copra from producers are proposed to be carried out throu h 4-- selected primary a riculture credits. ,o/operati$e societies which from the rass root le$el functionaries of KERAFED. ,o/operati$e

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De$elopment ser$ices from an inte ral part of the acti$ities of the federation, Education of co/operati$e personnel, assistance for processin , stora e and mana ement alone the stren thenin of share capitals base to au ment tradin acti$ities. For effectin functionin the state standard di$ided into three re ions. The southern re ion consists of the re$enue districts. Tri$andrum, Kollam, 2athanamthitta and Alappu#ha. The northern re ion consists of !alappuram, Ko#hikkode, wayanad, kannur, 'dukki, Eranakulam, Thrissur and palakkad district. *-- primary a ricultural credit co/operati$e societies in each re ion are made members of the federation to undertake production, procurement and marketin acti$ities at the farmer<s le$el. For processin and product di$ersification, each re ion will ha$e one processin plant with processin capacity of )-- tonnes of copra per day. The processin plant in the central re ion will ha$e, beside a sol$ent e"traction units and $e etable oil refinery. capability are some of the co/operati$e de$elopment

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'ision : *ission
!otto Enlistment of coconut farmers. 2ro$idin healthy coconut oil to consumers @ision ;ein the leader of best %uality coconut oil. 't has a $ision to pro$ide best $alue to the coconut farmer<s healthy oil to the consumers. !ission ;ein Ao.( producer of best %uality coconut oil. 't aims the followin areas. ;usiness ,ustomer relation 'nno$ation 3ocial sector

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Business "e+.ers!i3 Attain rapid rowth with cost consciousness both in copra E coconut oil. Consu*er fo us Focus on %uality customer deli ht at all time. Innov+tion Research on %uality customer deli ht at all time. So i+" se tor initi+tives 't is the leadin social or ani#ation with commitment to the farmers as well as consumers.

THE OB&ECTI'ES OF 9ERAFE(

To reduce edible oil imports. To pro$ide an impulse effect on internal production of coconut. To de$elop the a ricultural potential of Kerala state. To stren then the co/operati$e mo$ement.

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To secure the marketin of coconut and its by/products. Thereby assurin economic prices to the rowers. To establish and mana e infrastructure facility for production and supply of inputs and processin , manufacturin and marketin of products and by products of coconut palm. To undertake research and de$elopment acti$ities on production, processin and marketin .

M+r;et s!+re
Kera is proud to be patroni#ed by millions as the tastiest of all cookin mediums and the most ideas hair oil. Truly the colour of old and smell of yore, kera enjoys an undisputed plurality of the market share in Kerala/a/ feat achie$ed by ultimate customer satisfaction. A permanent place in the hearts of housewi$es, chefs and ood lookin 'ndians.

F+r*er frien."y or#+ni6+tion

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For o$er )4lakh coconut farmers in the state, kerafed has been a beacon althou h, offerin them attracti$e support prices for coconut and copra durin unfa$orable market condition. 2rocurin copra under the price

support scheme on behalf of AAFED, ?o$ernment of 'ndia and renderin $alue added ser$ices to enhance their earnin s throu h impro$ed producti$ity, and by assistin them in production and procurement. Apart from these, the federation or ani#es periodic e"tension acti$ities to help farmers, like publication farms, trainin campus, e"hibitions, seminars and publication and distribution of bulletins and literature on coconut farmin . Also kerafed reimburses the e"penses for establishin copra driers, throu h the primary a ricultural co/operati$e societies.

HO< 9ERAFE( FUNCTIONS

For effecti$e and efficiently carryin out the administrati$e and operational practice on a day by day basis, Kerafed sees its state of abode as three FAorthern, central and 3outhern re ions. Each re ion has around *-primary a ricultural credit co/operati$e societies functionin and marketin initiati$e.

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P"+ns for E=3+nsion +n. 1ro>t!
Aot restin on the laurels, the thou ht process is already at work at Kerafed. 8ow to row future and e"pand and di$ersify andG.. 2lans are afoot to enter into the field of producin hi hly demanded coconut related products like desiccated coconut, coconut creams, bottled tender coconut water, coconut milk and confectionery substances, cosmetics like herbal hair oilH acti$ated charcoals, shell charcoal and shell powder for industrial useH and coir board and coir pith. The ood will of kerafed throu h kera, it is hoped can be thus employed to conjure ne$er domains. Also in offin are plans for settin up a sol$ent e"traction unit an oil refinery in the southern re ion.

PRO(UCT PROFILE

Kerafed is the sin le lar est procurer of coconut Dcopra produced in Kerala .A massi$e daily effort undertaken at the door steps of the farmers and in$ol$in primary a ricultural co/

operati$e societies , spread all o$er the state .This direct interaction
eliminatin middlemen result in the entire benefits bein accrued to the
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farmers . And only the $ery best of the raw material thus sourced oes

into the makin of KERA.

T!e 3ro.u ts >!i ! +re *+in"y 3ro.u e. in ;er+fe. +re? ( Kera 9il 1 / The oil is packed in a number of tins, cans and bottles . a. b. (6k tin 6 k can

c. ( liter 2ET =poly ekylene teri/thalate>bottle d. e. f. ( &iter pouch 6--ml 2ET bottle 6--ml pouch

% 9er+ 1o".?This oil is mainly e"ported in the forei n countries like Dubai .This is specially processed oil from selected cups of copra which has ot below -.6 FFA=Free Fatty Acid>.This is the one factor why it is been e"ported / 9er+ 9es! This product is hair oil which is produced by mi"in Kera coconut oil with selected herbal e"tracts.

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9ut of the these products kera oil is the only product that is been continuously produced .The customers demand for this product is also hi h. 0 9er+ 3o3u"+r +n. A#*+r; These are to important products of kerafed .Kera a mark<s can be et in one litter packs and kera Fpopular is a$ailable 6--ml, 6k , (---ml pochers

Co3r+ C+use This is the cake from the oil e"traction process .The sale of a cake is

made when the stock reaches at a particular le$el. The sale is made to a person who %uotes hi hest price .This is sold in sacks I ba s .

COMPETITORS

The main competitors of KERAFED are K2& 38CD8', K&F A'R!A&,2ARA,8CTE ,38A&'!AR,TATA products etc.

9PL s!u.!i
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3tarted in (4+(, kpl 9il !ill has a rich tradition in the coconut oil production and marketin in the country. Always stri$in hard to maintain hi h %uality standard in the industry ,K2& products under o strict $erification process before it reaches the end consumers .K2& 9il !ill captured the coconut oil market with its lon standin brand named K2& shudhi ,oconut 9il and has e$er since introduced inno$ati$e products in the market usin state /of/art manufacturin facilities .

The company has introduced di$erse products in the market like K2& shudhi in elly 9il K2& shudhi plus ,K2& shudhi in elly 9il , K2&

coconut oil milk powder .K2& products ha$e presence in di$erse markets in the country like Kerala , Tamilnadu , karnadaka ,!umbai ,Delhi and so on.

9LF Nir*+"

:ith a history of more than 7- years in the edible oil industry ,Airmal is amon the top sellin brands of coconut oil in the country .Adherin to

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the hi hest %uality parameters from copra procurement throu h processin to packa in , Airmal is synonymous with what<s pure ,whole some and healthy in edible 9ils. :ith a state/of Fthe Fart e"traction and packa in plant located at 'rin alikuda in Thissur District of Kerala, Airmal produces hi h rade coconut oil and sesame = in elly> 9il.

P+r+ !ute !anufactured by !arico 'ndustries &imited ,;ombay has a ood market share in the coconut oil business in 'ndia .The annual turn o$er of the company is hi h .'n northern states sales is hi her when compared to the southern states .

S!+"i*+r Co onut Oi"

3halimar chemical works &imited was incorporated in may (0 (4+6 as pri$ate ltd company and in present days it is one of the leadin F!,?

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or ani#ations in 'ndia ha$in ran e of brands like 3halimar<s coconut oil , 3halimar<s chief coconut oil etc. spices , 3halimar<s mustard oil , 3halimar<s popular

The or ani#ation has e"panded its sales network all o$er 'ndia throu h its sales branches and de$eloped a le end of its %uality standard.

Ni!+r Aihar was launched in (46-Js as Tata oil, a product of the Tata oil mills company &td. Aihar coconut oil is a brand of pure coconut oil that has used the platform of purity to become the market leader in the eastern re ion. The brand is particularly stron in the states of ;ihar and jharkhand. Aihar coconut oil speaks to youn mothers whose li$es re$ol$e around their families .Aware and educated, they take reat pride in shoulderin their family responsibilities, and want to buy only the best for their fami

OR1ANI@ATION CHART
!ana in Director

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Director project

!arketin !ana er

Finance !ana er

!ana er ,D3

Administrati$e 9fficer

2lant !ana er

Assistant !ana er

Assistant !ana er

,onfidential assistant

Kunior !ana er

Kunior !ana er

Accountant

3taff

3taff

Area sales !ana er

,ashier 3taff

Asst. !ana er =!echanical E 2roduction

Kunior !an ers =Luality ,ontrol>

3ales officer 3uper$isor =2roduction !aterial> 3hift/in ,har e 3hift/in ,har e =mill> 3uper$isor =!aintenance> 3uper$isor &ab

Field staff

=fillin >
3uper$isor = Fillin >

,lerks

?odown 2ackin !aterial

3uper$isor =!ill>

Analyst 9perator

assistant
Technicians

:orkers

(EPARTMENT
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KERAFED as whole has ot the followin departments

2roduction department !arketin department ,o/operati$e de$elopment ser$ice department Finance department Administrati$e department

Pro.u tion (e3+rt*ent

The actual production of oil takes place only in Karuna appally oil comple"es. This production function is controlled by the plant mana er and by the shift mana er. The core of the production lies in KERAFED which is the sin le lar est procurer of coconut D copra produced in Kerala. A massi$e daily effort undertaken at the doorsteps of the farmers and in$ol$in a ricultural co/operati$e societies spread all o$er the state.

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M+r;etin# (e3+rt*ent Stru ture of *+r;etin# .e3+rt*ent

!arketin !ana er Assistant !ana er

Kunior !ana er Area sales !ana er 3ales officer Field staff ,lerks

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KERAFED has it all an a ressi$e marketin strate y, ener etic sales team with an insi ht into the future, tremendous confidence ained from the past and reasonable ambitions for an unprecedented innin s

Ahead. Kera is concurrently part of the bi

est retail network/,3D,

!inistry of defense oil seed co/operati$e like Karnataka 9il federation = kof > Tamil Aadu ,o/operati$e.

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8C!AA RE39CR,E DE2ART!EAT 8uman resource department refers to a set of pro rams, acti$ities of functions desi ned of carried out in order to ma"imi#e both employee and or anisational effecti$eness. Accordin to Kucius, Mhuman resource refers to a whole consistin of interrelated, inter/department and

inte rity physiolo ical, psycholo ical, and sociolo ical of ethical components<. Thus human resource represents the %uantitati$e and %ualitati$e measurement of work force re%uired in an or anisation.

The oal of human resource mana ement is to help an or anisation to meet strate ic oals by attractin , maintainin employees and also to mana e them effecti$ely. The key word here perhaps it Jfit< i.e a 8R! approach seeks to ensure a fit between the mana ement of an or anisation<s employees, and the o$erall strate ic direction of the company.

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**

Market Potential demand of coconut oil

........................................................ .......................
8uman resource mana ement comprises se$eral processes. To ether they are supposed to achie$e the abo$e mentioned oal. This process can be performed in an 8R department, but some tasks can also be outsourced or performed by line mana ers or other departments

University institute of te !no"o#y $ kollam

*+

Market Potential demand of coconut oil

........................................................ .......................
STRUCTURE
HRD Manager

Assistant Manager

Clerk

Peon

AUALIT) CONTROL (EPARTMENT

University institute of te !no"o#y $ kollam

*6

Market Potential demand of coconut oil

........................................................ .......................
Kerafed adheres to %uality specification of a lobal standard

strin ently at all sta es of production. The e"tend that only ?rade.

' ,opra certified by the bureau of 'ndian 3tandard =;'3> is set aside for processin . Kerafed %uality control laboratory meet A mark parameters confirm the purity of Kera. Kerafed employs strict %uality control measure to ensure product superiority and purity.

Fin+n e (e3+rt*ent

Kerafed is plannin

to do cost analysis in the field of procurement

production and marketin . 3pecial dri$e is made for the ma"imum procurement of ,opra of oof %uality in peak season and when the market price is lower, so that the more mar ins are ained. This department aims in

proper mana ement of finance as a resource to result in optimum utili#ation of the financial resources of the company.
University institute of te !no"o#y $ kollam

*7

Market Potential demand of coconut oil

........................................................ .......................

FUNCTIONS OF FINANCE (EPARTRMENT

To ensure 3ro*3t 3+y*ent in ter*s of

a> 3uppliers of e%uipments, machinery, materials etc. b> Employees as per wa e a reement. c> 3tatutory payment like sales ta", income ta", e"cises duty etc. ). To recei$e all income due to company in time *. To record all transactions as per reluctant Acts, statutes or law ensuin the Kara<s a$ailability year round is reality. The product of Kerafed the Kera coconut oil distributes the products to the followin area1

University institute of te !no"o#y $ kollam

*0

Market Potential demand of coconut oil

........................................................ .......................

,hapter *

University institute of te !no"o#y $ kollam

*.

Market Potential demand of coconut oil

........................................................ .......................

University institute of te !no"o#y $ kollam

*4

Market Potential demand of coconut oil

........................................................ .......................

University institute of te !no"o#y $ kollam

+-

Market Potential demand of coconut oil

........................................................ .......................

,hapter + ANALYSIS & INTERPRETATIONS

;y classification and tabulation, the unwieldy data can be condensed in to few mana eable and purposeful roups and tables so that further analysis, and interpretation become simple. :hile analysis, and interpretation of data, results in obser$ation, analysis, conclusion, induction and deduction. Analysis of data means critical e"amination of the data for studyin the characteristics of the object under study and for determinin the patterns of relationships amon the $ariables relatin to it usin both %uantitati$e and %ualitati$e methods. An interpretation is the outcome of the analysis in term of su estion.

University institute of te !no"o#y $ kollam

+(

Market Potential demand of coconut oil

........................................................ .......................
'mportant statistical tools used in the study are1 (.Tabulation ).2ercenta e Analysis *.;ar Dia ram +.2ie Dia ram

T+,u"+tion
Tabulation is an orderly arran ement of data in rows and columns. 't is a method of systematic presentation of data. 't is a process between collection of data and its analysis. 2ercenta e Analysis 2ercenta e analysis used to find to the percenta e of respondents from total number of respondents, respondents to each %uestions. 2ercenta e N Ao. of obser$ation OOOOOOOOOOOOOOOOOOOO "(-Total Ao. of obser$ation

B+r (i+#r+*

University institute of te !no"o#y $ kollam

+)

Market Potential demand of coconut oil

........................................................ .......................
A bar dia ram is simple to draw and easy to understand. ;ar dia ram consist of a series of bars of e%ual width. The bar dia ram may be either hori#ontal or $ertical.

Pie (i+#r+*
2ie Dia ram are used when the total and their di$isions are to be shows to ether. The total is shown by means of a circle and the di$isions by the sectors of the circle.

(.Are you a dealer of Kera coconut oilP

Table Ao. +.( (e+"er of 9er+ o onut oi"

C!oi e
Bes Ao Total

No. of res3on.ent
66-

Per ent+#e
(-(--

University institute of te !no"o#y $ kollam

+*

Market Potential demand of coconut oil

........................................................ .......................

3ource 1/ 2rimary Data

Fi#ure No? 0 .1 (e+"ers of ;er+ o onut oi"

University institute of te !no"o#y $ kollam

++

Market Potential demand of coconut oil

........................................................ .......................
No 0%

Yes 100%

Inferen e1 / All the respondents were dealers of Kera coconut oil.

) :hat is your opinion about the pricin of Kera coconutP

University institute of te !no"o#y $ kollam

+6

Market Potential demand of coconut oil

........................................................ .......................
Table Ao +.) To ;no> +,out 3ri in# 9er+ o onut oi". O3inion @ery hi h *( 3li htly 8i h Reasonable 3li htly &ow @ery &ow Total 3ource1 / 2rimary Data (0 7) *+ No. of res3on.ent Per ent+#e

) 6-

+ (--

University institute of te !no"o#y $ kollam

+7

Market Potential demand of coconut oil

........................................................ .......................
Fi#ure No? 0 .% To ;no> +,out 3ri in# 9er+ o onut oi".

70 62 60 50

Percentage

40 30 20 10 0

34

0
Lo w Lo w Ve ry

gh

Hi gh

Re as on ab l

Ve ry

hi

Sl

Opinion

'nference1 / 't is obser$ed from the abo$e table that 7) 5 of the respondents opined that pricin of Kera is $ery hi h, *+ 5 opined that pricin of Kera is sli htly hi h.

University institute of te !no"o#y $ kollam

Sl ig ht ly

ig ht ly

+0

Market Potential demand of coconut oil

........................................................ .......................

* Are you satisfied with sellin of the Kera coconut oilP Table Ao1 / +.* To ;no> t!e s+tisf+ tion of .e+"ers of 9er+ o onut oi". 9pinion 8i hly 3atisfied 3atisfied Auetral Dissatisfied 8i hly Dissatisfied Total 3ource1 / 2rimary Data Ao. of Respondent 6 (. ( )( 6 62ercenta e (*7 ) +) ((--

University institute of te !no"o#y $ kollam

+.

Market Potential demand of coconut oil

........................................................ .......................

Fi#ure No? 0. /

To ;no> t!e s+tisf+ tion of .e+"ers of 9er+ o onut oi".

45 40 35 30 percentage 25 20 15 10 5 0 Highly Satis ie! Satis ie! N"etral Opinion

10 2 36

42

10

#issatis ie!

Highly #issatis ie!

Inferen e? -

University institute of te !no"o#y $ kollam

+4

Market Potential demand of coconut oil

........................................................ .......................
!ajority of the respondents opined that they are not satisfied with dealin dealin of the kera coconut oil is low. *7 5 of the respondents opined that they are satisfied with dealin of dealin of kera coconut oil.

+ Do you a ree suppliers replace the dama ed productP

Table Ao1 / +.+ To ;no> re3"+ e*ent of .+*+#e. 3ro.u t O3inion 3tron ly A ree A ree Disa ree 3tron ly Disa ree Aeither A ree Aor Disa ree Total 3ource1 / 2rimary Data No. Of res3on.ent (* (6 (7 7 6Per ent+#e )7 **) () (--

University institute of te !no"o#y $ kollam

6-

Market Potential demand of coconut oil

........................................................ .......................

Fi ure Ao 1 / +.+ To ;no> re3"+ e*ent of .+*+#e. 3ro.u t

University institute of te !no"o#y $ kollam

6(

Market Potential demand of coconut oil

........................................................ .......................
35 30 25 'er(entage 20 15 10 5 0
Strongly $gree $gree #isagree Strongly #isagree
0 12 30 26 32

Neither $gree Nor #isagree

%&inion

Inferen e ?'t is obser$ed from abo$e fi ure that *) 5 of the respondents were disa reed that suppliers are not replacin dama ed products, *- 5 a reed that suppliers are replacin dama ed products.

6. :hich company is the main competitor of Kera accordin to your opinionP

University institute of te !no"o#y $ kollam

6)

Market Potential demand of coconut oil

........................................................ .......................
Table Ao. +.6 To i.entify *+in o*3etitors

Br+n.s Airmal ?old Kpl 3abari 9ther Total

No. Of res3on.ent (0 ** 6-

Per ent+#e *+ 77 (--

3ource1 / 2rimary Data

Fi ure Ao1 / +.6 To i.entify *+in o*3etitors

University institute of te !no"o#y $ kollam

6*

Market Potential demand of coconut oil

........................................................ .......................

70 60 50 'er(entage 40 30 20 10 0
Nir)al
0 0 34

66

*ol!

+&l

Sabari

%ther

,ran!s

Inferen e? /

'n abo$e fi ure +.6, 77 5of the respondents opined that sabari is the main competitor of kera coconut oil.

University institute of te !no"o#y $ kollam

6+

Market Potential demand of coconut oil

........................................................ .......................

7. Do you i$e promised sales after ser$ice to kera coconut oil

usersP Table Ao. + 7 To ;no> +,out 3ro*ise. s+"es +fter servi e O3inion Bes Ao No. Of res3on.ent *. () Per ent+#e 07 )+

Total

6-

(--

3ource1 / 2rimary Data

University institute of te !no"o#y $ kollam

66

Market Potential demand of coconut oil

........................................................ .......................

Fi#ure No? - 0 .5 To ;no> +,out 3ro*ise. s+"es +fter servi e

24

76

University institute of te !no"o#y $ kollam

67

Market Potential demand of coconut oil

........................................................ .......................

0. :hich is the most sellin brandP Table Ao. +.0 To i.entify *ost se""in# ,r+n.. ;rands Airmal Kera Kpl 3abari 9ther Total Ao of Respondents 7 ). o (7 62ercenta e () 67 *) (--

University institute of te !no"o#y $ kollam

60

Market Potential demand of coconut oil

........................................................ .......................
3ource1 / 2rimary data

Fi ure Ao1 / +.0

60 50 &er(entage 40 30 20 10 0 Nir)al
12

56

32

+era

+&l ,ran!s

Sabari

%ther

University institute of te !no"o#y $ kollam

6.

Market Potential demand of coconut oil

........................................................ .......................
Inferen e?!ajority of the respondents opined that Kera is the most sellin brand, *) 5 of the respondents opined that 3abari is the most sellin brand.

. 'n your opinion what is the main reason for increasin sale of keraP Table Ao. +.. Re+son for in re+se. s+"e of t!is ,r+n.

Factors ;est %uality Fair price Attracti$e commission A$ailability 9ther Total

Ao. of respondents ** * 6 4 6-

2ercenta e 77 7 ((. (--

University institute of te !no"o#y $ kollam

64

Market Potential demand of coconut oil

........................................................ .......................
3ource1 / 2rimary data

Fi ure Ao1 / +. . Re+son for in re+se. s+"e of t!is ,r+n.

University institute of te !no"o#y $ kollam

7-

Market Potential demand of coconut oil

........................................................ .......................
70 60 50 'er(entage 40 30 20 10 0
,est ."ality /air &ri(e $ttra(ti0e (o))ission $0ailability

66

16 10 0
%ther

/a(tors

Inferen e?'t is obser$ed from the abo$e fi ure +.. that 77 5 of the respondents opined that best %uality is the main reason for increased sales. (. 5 opined that a$ailability of Kera coconut oil. (- 5 opined that attracti$e commission. 4 .do you a ree that the ad$ertisement affect the purchase decision of Kera coconut oilP

University institute of te !no"o#y $ kollam

7(

Market Potential demand of coconut oil

........................................................ .......................
Table Ao. +. 4 Inf"uen e of +.vertise*ent

O3tion A ree 3tron ly a ree Disa ree 3tron ly disa ree Aeither A ree Aor Disa ree

No of res3on.ents Per ent+#e )7 (* (( 6) )7 )) (--

Total 3ource1 / 2rimary data

6-

Fi ure Ao1 / + .4

Inf"uen e of +.vertise*ent

University institute of te !no"o#y $ kollam

7)

Market Potential demand of coconut oil

........................................................ .......................
60 50 'er(entage 40 30 20 10 0 $gree
26 22 52

Strongly #isagree Strongly Neither agree !isagree $gree Nor #isagree %&tion

Inferen e? 't is obser$ed from abo$e fi ure that 6) 5 of respondents a reed that ad$ertisement affect the purchase decision of Kera coconut oil.

(-. Do you use coconut for consumptionP Table Ao. +. (Co onut oi" users
University institute of te !no"o#y $ kollam

7*

Market Potential demand of coconut oil

........................................................ .......................
Fe+tures Bes A9 Total NO. Of res3on.ents (6(6Per ent+#e (-(--

3ource1 / primary data

Fi ure Ao 1 / + .(-

University institute of te !no"o#y $ kollam

7+

Market Potential demand of coconut oil

........................................................ .......................
0

100

'nference1 / All the respondents were coconut oil users.

University institute of te !no"o#y $ kollam

76

Market Potential demand of coconut oil

........................................................ .......................
((. :hich brand you mostly preferred Table no +.(Most o**on"y use. ,r+n.

Br+n.s Kera 3abari Airmal Kpl 9ther

No. Of res3on.ents .7 *+ )(-

Per ent+#e 60.** )).77 (*.** 7.77 -

Total

(6-

(--

3ource1 / 2rimary data

University institute of te !no"o#y $ kollam

77

Market Potential demand of coconut oil

........................................................ .......................

Fi ure Ao1 / + .(( Most o**on"y use. ,r+n.

70 60 50 'er(entage 40 30 20 10 0 +era Sabari Nir)al ,ran!s +&l 22166 13133 6166 0 %ther 57133

University institute of te !no"o#y $ kollam

70

Market Potential demand of coconut oil

........................................................ .......................
INFERENCE? -

Kera is the most commonly used brand, )).775 of the

respondents usin 3A;AR',

(). :hat is the monthly consumption of Kera coconut oilP Table Ao.+.() Esti*+te. onsu*3tion

O3inion &ess than ) K )F*K *F+K + /6 K

No. Of res3on.ents ** )( .()

Per ent+#e )) (+ 6+ .

University institute of te !no"o#y $ kollam

7.

Market Potential demand of coconut oil

........................................................ .......................
6 abo$e Total 3ource1 / primary data . + (6) (--

Fi ure Ao 1 / + .() Esti*+te. onsu*3tion

60 50 'er(entage 40 30 20 10 0 Less than 2 +g

22 14

54

2 2 3 +g 3 2 4 +g 4 35 +g

5 abo0e

%&inion

University institute of te !no"o#y $ kollam

74

Market Potential demand of coconut oil

........................................................ .......................
Inferen e1 / !ost of the respondents use */+ k and less than ) k of coconut oil per month. 9nly (+ 5 respondents consumed ) /* k of the 2roducts. Appro"imately . 5 of respondents used . 5 k per month

(*. Do you a ree ad$ertisement helps in buildin brand popularityP Table Ao. +. (* Inf"uen e of +.vertise*ent O3inion A ree 3tron ly a ree Disa ree 3tron ly disa ree NO. Of Res3on.ents .. 7) Per ent+#e 64.7 +(.* -

University institute of te !no"o#y $ kollam

0-

Market Potential demand of coconut oil

........................................................ .......................
Aeither A ree Aor Disa ree Total 3ource1 /2rimary data (6(--

Fi ure Ao 1 / + .(* Inf"uen e of +.vertise*ent

University institute of te !no"o#y $ kollam

0(

Market Potential demand of coconut oil

........................................................ .......................
70 60 'er(entage 50 40 30 20 10 0 $gree
0 0 0 5416 4113

Strongly #isagree Strongly agree !isagree

Neither $gree Nor #isagree

%&inion

'nference1 / 't is obser$ed from the abo$e fi ure +.(* that 64 5 of respondents a ree that the ad$ertisement helps in buildin brand popularity and remains +* 5 stron ly a reed that ad$ertisement helps in buildin brand popularity.

University institute of te !no"o#y $ kollam

0)

Market Potential demand of coconut oil

........................................................ .......................
(+. Do you influence any of the followin before makin purchase decisionP T+,"e No. 0 .10 Co*e to ;no> fro*

Servi e Retailer Display 2rinted media :ell wishers T@ ad$ertisement

NO. OF res3on.ents 70 )( (7 +*

Per ent+#e ++ (+ (( )4

9ther

Total

(6-

(--

3ource1 / primary data

University institute of te !no"o#y $ kollam

0*

Market Potential demand of coconut oil

........................................................ .......................
Fi ure Ao1 / + .(+ Co*e to ;no> fro*

50 45 40 35 30 25 20 15 10 5 0
ay et ai le r# is &l

44

'er(entage

24

14 11 2

) e!

lw is

'r in te !

5 el

Service

University institute of te !no"o#y $ kollam

6V

a! 0

er tis

e) en

% th er

ia

he rs

0+

Market Potential demand of coconut oil

........................................................ .......................

(6. 3tate fre%uency of buyin of Kera coconut oilP Table Ao. + (6 FreBuen y of 3ur !+sin# 9er+ o onut oi"

FreBuen y Re ular 9ccasionally 3easonal Total 3ource1 / primary data

NO. OF res3on.ents ()* (6 () (6-

Per ent+#e .) (. (--

University institute of te !no"o#y $ kollam

06

Market Potential demand of coconut oil

........................................................ .......................

Fi ure Ao1 / + .(6 FreBuen y of 3ur !+sin# 9er+ o onut oi"

40 -0 70 60 50 40 30 20 10 0

-2

'er(entage

10

Reg"lar

%((asionally /re."en(y

Seasonal

Inferen e? 'n the abo$e fi ure +.(6, .) 5 of the respondents opined that they used Kera coconut oil re ularly. (- 5 of the respondents opined occasionally.

University institute of te !no"o#y $ kollam

07

Market Potential demand of coconut oil

........................................................ .......................

(7. :hat is the %uality perception about the KeraP

Table Ao.+.(7 Au+"ity 3er e3tion O3inion @ery ?ood ?ood A$era e 2oor @ery poor Total NO. Of res3on.ents +) 40 (( (6Per ent+#e ). 7+ 0.* (--

3ource1 / 2rimary data

University institute of te !no"o#y $ kollam

00

Market Potential demand of coconut oil

........................................................ .......................

Fi#ure No? - 0 .15 Au+"ity 3er e3tion

Percentage

70 60 50 40 30 20 10 0
2-

64

713 0 0

Very *oo!

*oo!

$0erage
Opinion

&oor

Very 'oor

University institute of te !no"o#y $ kollam

0.

Market Potential demand of coconut oil

........................................................ .......................
Inferen e?!ajority of respondents a reed that the %uality of KERA is ood.

(0. :hy do you depend other brandsP

T+,"e No.0 .17 Re+son for !oosin# ot!er ,r+n.s 9pinion &ack of a$ailability 2oor satisfaction (. Depend on usa e (. Cnaffordable price +) 9ther Total (6(-)7.6 (.* () () A9. 9f respondents 0) 2ercenta e +.

University institute of te !no"o#y $ kollam

04

Market Potential demand of coconut oil

........................................................ .......................
3ource1 / 2rimary data

Fi#ure No? - 0 .17 Re+son for !oosin# ot!er ,r+n.s

60 50 Percentage 40 30 20 10 113 0
La(7 o a0ailability 'oor satis a(tion #e&en! on "sage 8na or!able &ri(e %ther

4-

2615

12

12

Opinion

'nference1/

University institute of te !no"o#y $ kollam

.-

Market Potential demand of coconut oil

........................................................ .......................
!ajority of the respondents usin other brands mainly due to non a$ailability .)7.6 5 due to unaffordable price and (*.** prefer other brand because of its depend on usa e.

University institute of te !no"o#y $ kollam

.(

Market Potential demand of coconut oil

........................................................ .......................

University institute of te !no"o#y $ kollam

.)

Market Potential demand of coconut oil

........................................................ .......................

University institute of te !no"o#y $ kollam

.*

Market Potential demand of coconut oil

........................................................ .......................

University institute of te !no"o#y $ kollam

.+

Market Potential demand of coconut oil

........................................................ .......................

University institute of te !no"o#y $ kollam

.6

Market Potential demand of coconut oil

........................................................ .......................

University institute of te !no"o#y $ kollam

.7

Market Potential demand of coconut oil

........................................................ .......................

University institute of te !no"o#y $ kollam

.0

Market Potential demand of coconut oil

........................................................ .......................

University institute of te !no"o#y $ kollam

..

Market Potential demand of coconut oil

........................................................ .......................

University institute of te !no"o#y $ kollam

.4

Market Potential demand of coconut oil

........................................................ .......................

F'AD'A?3
All the respondents were the re ular dealer of Kera. !ost of the respondents opined that pricin of Kera coconut oil is $ery hi h.

University institute of te !no"o#y $ kollam

4-

Market Potential demand of coconut oil

........................................................ .......................
!ajority of the respondents were not satisfied with sellin of Kera coconut oil. 't is found that suppliers were not replacin dama ed products. 77 5 respondents opined that 3abari is main competitor of Kera coconut 9il. 't is found that 07 5 respondents were a$e sales after ser$ices to Kera coconut oil customers. !ost of the respondents opined that Kera is most sellin brand. 't is found that 775 of respondents opined that best %uality is the main reason for increasin sales of Kera coconut oil

'n this study it is clear that the ad$ertisement play $ery $ital role on purchase decision of kera coconut oil.

!ost of the respondents prefer kera branded products !ajority of the respondents were usin * F + k and less than ) k of the product per month.
University institute of te !no"o#y $ kollam

4(

Market Potential demand of coconut oil

........................................................ .......................
!ajority of the respondent a reed that ad$ertisement helps in buildin brand popularity of Kera. !ost of the respondents come to know about the brand throu h retail displays and T@, ad$ertisement also playin an

important role in the promotion of the product. !ost of the respondents buyin Kera coconut oil re ularly.

!ajority of the respondents opined that %uality of kera is ood !ajority of the respondents opined that lack of a$ailability is the main reason for purchasin of other brands

SU11ESTIONS

University institute of te !no"o#y $ kollam

4)

Market Potential demand of coconut oil

........................................................ .......................
!ost of the respondents were dissatisfied with the e"chan e of dama ed product. Thus the company must pro$ide facility of e"chan e of dama ed products. !ost of the respondents were not satisfied with dealin of Kera coconut oil. ;ecause of they won<t enou h profit by sellin of Kera coconut oil. 3o the company may try to i$e more commission to the dealers of the kera coconut oil. Today there is tou h competition e"istin in the coconut oil industry, 3abari, Airmal is the leadin competitors of KERA. 'n order to

impro$e the position it is better to i$e more discounts, reduction or any other offers. The company must take necessary steps to increase the a$ailability of products.

University institute of te !no"o#y $ kollam

4*

Market Potential demand of coconut oil

........................................................ .......................

CONCLUSION
From this study it is obser$ed that KERA coconut oil is apart from other brand but the respondent ha$e a stron feelin that the KERA o$er priced . 3o the company can make the price more competiti$e by reducin it. 'n order to impro$e the position it is better to i$e more discounts, price reduction or any other offers and the company must ensure the timely a$ailability of the product. The dealers are not satisfied to sell kera because of them wont et enou h profit by sellin of kera coconut oil.

KERA shall be concentrated in ad$ertisement and other promotional acti$ities, which may help the company to et the top in the market priced. Today there is a tou h competition e"istin in the coconut oil industry , 3abari ,Airmal, are the leadin competitors of kera coconut oil.

University institute of te !no"o#y $ kollam

4+

Market Potential demand of coconut oil

........................................................ .......................

University institute of te !no"o#y $ kollam

46