A

PROJECT REPORT

ON

WIELKFIELD CO.PVT LMTD

SUBMITTED TO

MATRIX BUSINESS SCHOOL

AMBEGAON (Bk), PUNE-411041

BY

DEEPAK RAWAT

PGDM

2009-11
 DECLARATION

I DEEPAK RAWAT declare that this project report titled “CONSUMER SURVEY
ON BRANDPREFERNCE AND CONSUMPTION PATTERN OF CORN
FLOUR” is an originalworkdone by me as a part of my academic course, under the
guidance of Mr. Josh Chacko(summer Training ).I further thank my institute
project guide Mrs. Prajyakti Bakre.

Prof.Dr.J.N.POL Prof.Mrs.PrajyaktiBakre.

DIRECTOR Project Guide:

DATE:-

PLACE:-
 ACKNOWLEDGEMENT

I would like to express my heartiest gratitude to Mr. Josh Chacko(Marketing executive Weikfield
in Foods Pvt. Ltd) Gujarat co-operative milk marketing federation Ltd. for giving opportunity
to associate myself to the world’s largest company and to carry out my project titled
“CONSUMER SURVEY ON BRAND PREFERNCE AND CONSUMPTION
PATTERN OF CORN FLOUR”.

I would also give special thanks to all the outlet holders to whom, I visited for their support,
information, co-operation, advice to complete my project details would also given my sincere
thanks to all the staff and the members of Gujarat co-operative milk marketing federation
Ltd.

I also thankful to our Miss Arti Mishra who had supported me a lot while doing my project work

I wish to express my heartiest gratitude toDr.Mr. J.N.POL. (Director)MATRIX BUSINESS

SCHOOL.

DEEPAK RAWAT

PGDM
 CERTIFICATE

This is to certify that the project titled “CONSUMER BEHAVIOUR IN AMUL COMPANY”

isa bonafide work carried out by DEEPAK RAWAT A student of Post-Graduate Diplomain

Management course at Sinhgad Business School, Pune for fulfillment of PGDM course of Pune.

He has worked under our guidance and direction. His work is found satisfactory and complete

In all respects.

Prof.-Dr.-J.N.POL Prof. Mrs.PrajyaktiBakre

Director Project Guide

DATE:-

PLACE:-
 Contents
Page No.

1. Introduction…………………………………………………
 Definition of Project
 About the Study
 Objectives of the Study
 Scope of the study
 Limitations of the study
2. About Company…………………………………………….
 History
 Back Ground
a. Weikfield in Nutshell
 Mission
 Values
 Location
3. Product Profile…………………………………………………
a) Desserts and Ingredients
b) Fresh Vegetables and Fruits
c) Processed Vegetable Fruits
d) Sauces Pickles and Condiments
e) Health Food and Beverage
f) Organic Tea
g) Corn Flour
4. Research Methodologies………………………………………….
 Research Design
 Data Sources
 Sampling Plan
5. Data Analysis…………………………………………..
a. Chats and Comments

6. Recommendation and Findings ………………………..

7. Conclusion………………………………………………..

8. Bibliography…………………………………………….
9. ANNEXURE ………………………………………………….
a. Questionnaires
CHAPTER- 1

 INTRODUCTION

 INDUSTRY PROFILE
 MEANING OF PROJECT

The word “Project” has great specification in the field of management before starting
any work we must have an idea about its basic. The meaning of the “PROJECT” is
as follows: -

“P” – The word ‘p’ signify the phenomenon of planning, which deals symbolization and
proper arrangement of sensex and suggestion on respectively in accordance with need.

“R” – It stand for associated with word resource with which guides to promote planning.

“O” – This letter stands overhead expenses on unestimated expenses, which occur in
manufactures designed or layout of project.

“J” – This letter stands for joint efforts i.e. Project work which is undertaking should be
completed with a combined effort.

“E” – This stands for engineering i.e. worker undertaken is to be employing technical
process.

“C” – This stands for the phenomenon of constriction on which is more essentially and basic
form of work.

“T” – This stands for the techniques unless techniques to work is not Known.
 About the Study

Brand Preference and Consumption Pattern of Corn Flour

This study entails about the consumer’s psychology behind the brand of corn flour preferred
by them for consumption and the pattern of consumption for it .i.e. it means how consumers
are using the product , in what quantity and in what way. It involves the behavioral element
that influences purchasing decision therefore, knowing consumers becomes vital for any
business organization. In the present era of cut and throat competition a periodical review is
required to suit the requirement of changing consumption pattern and brand loyalty to retain
and increase customers.

Brand Preference : The stage of brand loyalty at which a buyer will select a
particular brand but will choose a competitor's brand if the preferred brand is
unavailable.

consumption pattern:

The combination of qualities, quantities, acts and tendencies characterizing a community or

human group's use of resources for survival, comfort and enjoyment.
Brand preference and awarenessresearch studies conducted to determine the awareness of
specific brands or companies and the degree to which the purchasing population prefers or
doesn't prefer a specific product.Researchsurvey, commonly organized by a major professional
marketing researchcompany, in which different cross sections of the community are
interviewed by sampling techniques at regular intervals about buying habits, product and brand
preferences.Consumers usually have some sort of brand preference with companies as they
may have had a good history with a particular brand or their friends may have had a reliable
history with one.

People begin to develop preferences at a very early age. Within any product category, most
consumers have a group of brands that comprise their preference set. These are the four or five
up market brands the consumer will consider when making a purchase. When building
preference, the goal is to first get on the consumer’s preference sets, and then to move up the
set’s hierarchy to become the brand consumers prefer the most – their up market brand. Gaining
and maintaining consumer preference is a battle that is never really won.
Definitions of brand preference are as follows:-
o
Selective demand for a company's brand rather than a product; the degree to which
consumers prefer one brand over another
o
The percentage of people who claim that a particular brand is their first choice.
In every product category, consumers have more choices, more information and higher
expectations than ever before. To move consumers from trial to preference, brands need to
deliver on their value proposition, as well as dislodge someone else from the consumer's
existing preference set.
Preference is a scale, and brands move up, down and even off that scale with and without a
vigilant brand management strategy. Pricing, promotional deals and product availability all
have tremendous impact on the position of our brand in the consumer’s preference set. If all
things are equal, the best defense is to make us more relevant to consumers than the
competition. The brands potential can only be fulfilled by continually reinforcing its perceived
quality, up market identity and relevance to the consumer. The same branding activities that
drive awareness also drive preference. And, while awareness alone will not sustain preference,
it will improve the brand’s potential for building and maintaining preference.
With a great story and a large enough investment, awareness can be attained rather quickly.
It takes time, however, and constant revaluation to build brand preference. Aristotle professed,
“We are what we repeatedly do. Excellence then is not an act, but a habit.” Attaining and
sustaining preference is an important step on the road to gaining brand loyalty. The ability to
generate more revenue, gain greater market share and beat off the competition is the reward
given by consumer toward particular brand.
Brand preference is the Selective demand for a company's brand rather than a product; the
degree to which consumers prefer one brand over another. In an attempt to build brand
preference advertising, the advertising must persuade a target audience to consider the
advantages of a brand, often by building its reputation as a long-established and trusted name in
the industry. If the advertising is successful, the target customer will choose the particular brand
over other brands in
any category.

Consumer prefer particular brand because they find it easier to interpret what benefits brand
offers feel more confident of it and get more satisfaction from using it and get more satisfaction
from using it. Because of such consumer preference, the brand can charge a higher price,
command more loyalty, and run more efficient marketing programmes (e.g. it can spend more
retailer incentive and it cost less to launch brand extension) .The brand preference therefore
command a higher asset value.
Brand Preference choice criteria
There are six criteria choose brand preference. The first three element categorised as“ Brand
Building” in terms of how brand preference can be built up. And last three elements are known
as “defensive” because it preserved in the face of different opportunity or different brands
available in market.
 Memorable: - How easily particular brand are recalled? How easily recognised? Is this
true
at both purchased and consumption.

 Meaningful:-To what extent particular brand prefer in corresponding category? Does it

suggest something about a product ingredient or the type of person who might use the
Brand?
E.g. fair and lovely cream, close-up toothpaste

 Likeability:-How aesthetically appealing do customer finds the brand element? Is it

Inherently likeable visually, verbally and in other ways? Concrete brand name such as
Scorpio, Splender

 Transferable : Can the brand element be used to introduce in new product in the same or
Different categories? To what extent does the brand add to brand equity across geographical
Boundaries and market segments?

 Adaptable:-How adaptable and updatable is the brand element? E.g. Lifebuoy, the largest
Selling soap brand all over world.

 Protectable:- How legally protectable is the brand element? How comparatively

protectable?
Can it easily copy? It is important that names that becomes synonymous with product
Categories. Such as Xerox, Fiberglass.

Brand Positioning

"A strong brand position means the brand has a unique, credible, sustainable, and valued
place in the customer's mind. It revolves around a benefit that helps your product or
service stand apart from the competition.” Scott Davis,

Brand Asset Management

Organizations seek to develop and project brand perceptions based on internally driven
needs and goals. In Jack Trout's book "Differentiate or Die,” he presents evidence that
supports his theories on consumer behavior and interpretation. Although these
concepts seem self-evident on the surface, organizations tend to ignore these
immutable laws in their daily brandingactivities.
 Objectives of the Study

Objective of the project:-

 To find out the potential market Reliance postpaid customer

 To understand perception of customers for Reliance.

 To identify the hidden expectations of customers from the company.

 To understand the satisfaction level of Reliance postpaid customer.

 To analyze the gathered information.

 To identify weak and strong points.

 To understand the business of Reliance communication in the market.

 Studying about the factors affecting the Buying behavior of customer.

 To know which Advertising Media is effective for Reliance communication.

 To find out the new target customer for Reliance postpaid.

 Scope of the Study

Scope of study:-

 To find out the potential of Reliance mobile subscriber.

 To know about position of Reliance mobile performance in current market.
 To understand the business of Reliance Mobile in the market.
 Studying about the factors affecting the Reliance Mobile business.
 Studying the perception of people about Reliance Mobile.
 To find out the new target customer for Reliance Mobile.
 Studying the satisfaction level of Reliance customer.
 Limitations of the Study

Limitation of the study:-

 It can be used only when respondents are educated.

 Sometimes respondents are not truly representative.

 Sometimes respondents gave ambiguous reply.

 Sometimes people don’t take interest to answer, our whole questionnaire.

 Sometimes people are not known English and Hindi.

 Sometimes people are not cooperating.

 Sometimes respondent have not sufficient time to answer our whole

questionnaire.
History
 MUKESH MALHOTRA, MD.

Sweet taste of success for Weikfield

IF PARTITION of India uprooted Malhotras from their roots,it also gave them a new identity;
An identity that they are now proud of.One of the leading foods companies,Weikfield is currently
The largest selling custard powder in India.Thecompany with 100,000 retail outlets across India
And five continents is also the market leader in products such as baking powder,cornflour,
Vegetarian jelly and fresh mushrooms.
"Among the last habits to change are food habits and though there is no likelihood of disruptive
technologies emerging in this sector,we do have to anticipate changes in food habits before they
actually happen.Before a product becomes
obsolete,"saysMukeshMalhotra,managingdirector,Weikfield Products.
He cited the examples of jellies and custards, products that are no longer manufactured and sold in
western countries: Weikfield makes them in India and exports to the US and Canada where the larger
manufacturers have exited the business. This could soon happen in India,too,as consumers of these
desserts move on, making them obsolete.
The beginning and the journey of Weikfield was not so easy. Weikfield Food Products was set up by
SP Malhotra and his brother in Pune, where they came after Partition.
Before partition, theMalhotra Grand Auction Mart in Rawalpindi (Pindi) was not just a store selling
goods needed by the high society.It also had imported crockery as well as packaged food items such
as custard powder,cornflour,jellies and bacon imported from the UK and Australia.
However,after the partition of India in 1947,the family came to Delhi.Since,it was crowded with
refugees,SP and a couple of friends set off to find a less crowded place.
Their first stop was Jhansi.But it was too hot round that time of the year.So they went to Bombay (as
it was then known),which they found too crowded and sticky.Next,Materhan,a hill station between
Bombay and Poona,didnt have too many customers.
Thus,SP zeroed in on Poona,which reminded him of his native Pindi.With the hill
station,mahabaleshwar,not too far away,he could recreate the Pindi-Murree ambience.
The name Weikfield was deliberately chosen to make it sound like a foreign,henceimported,brand.SP
and his brother BR Malhotra,used to go to Bombay and passed a building called Wakefield
House,They were advised to change the spelling a bit,to avoid legal hassles with the oil and paint
manufacturing company.The aim was to cater to the westernised elite and the armed forces were one
major segment.
Weikfield is now working on exotic desserts.MrMalhotra was reluctant to mention specifics,since
this is competitive information,beyond saying that they will introduce a range of mixes for Italian
desserts.
"We will launch new products,dessertmixes,in a years time.They are currently at the stage of
development,"hesaid.Weikfield has a strategy of choosing segments where the competition is not the
big food daddy.It prefers to concentrate on segments that are too small for the big players.
The importance of having a significant distributor and retail network was not lost on founders of the
company.Today,Weikfield products are available in 120-150,000 outlets across the country."This is
our real strength: our nation wide sales and distribution network and the customer knowledge we
have.It is this network that would-be partners have their sights on when they ask us to partner
them,"MrMalhotra said.
Outlining the major challenges,the engineer-turned-entrepreneur MrMalhotrasaid,"In the long
term,the biggest challenge will come from organisedretail.This is a sector which is growing and
power is shifting away from the manufacturer to the retailer.Internationally,FMCG companies have
consolidated because the retailers became bigger.Through sheer necessity,there will be consolidation
in India,too,although it will take at least another generation before organised retail becomes the
dominant player."
Before that happens,though,MrMalhotra is keen to have a strategic tie up with an international
player.Having settled the business within the family,with the exit of a brother,Weikfield is now ready
to form strategic partnerships for growth.Although they have been wooed by large players,it is
looking at an equal relationship.
"A large international, 1.8 billion company wanted to join us.We refused because we are a mid-sized
company by the Indian standards .we don’t want to merely be the partner who introduces a foreign
company through our 150,000 outlets,"MrMalhotra said.
While private equity (PE) players have also offered to take the company to the "next
level,"MrMalhotra prefers to tread cautiously."It has to make commercial sense to the family,these
have to be long term decisions.When you have a professional CEO,he tends to take decision for a
shorter term,for top or bottom line growth.

BACK GROUND
 The Weikfield story is a story of “SWEET SUCCESS”. A Story That began in
1956,With manufacture of Custard Powder and Corn Flour .It was a humble entry into
the world of processed foods and today, over five decades later, Weikfield is a multi-
division company,manufacturing over 50 quality products,and meeting the tastes of
even the most discriminating buyers,the world over.

Customer satisfaction has beenand remains Weikfield primary goal. Uncompromising

insistence of high standards, continuous innovation, and the conscious commitment
and dedications to provide value for money to the customers has made Weikfield a
house name. Room package foods to agro products to tea, honey and mushrooms,
Weikfield has opened new doors and frontiers and has grown enormously by seeing
new opportunities and challenges.

Weikfield set up operations in Pune, Maharashtra, with two products on its production
line - custard and corn flour. Today, the network spans 1, 80,000 retail outlets across
India and 5 continents globally. Quality and reputation, the most valued assets of our
company, are visible across our range of 50 food products. The customer has been our
guide, and his expectations have given Weikfield its business blueprint.

The domestic network encompasses 20 C&F Agents, 900 distributors and stockiest in
every city in the country. Overseas, our growing web of agents, distributors and direct
buyers covers North & South America, Continental Europe & UK, the Middle East,
Australia and Africa. The team at home is a lean and productive family of 400 people,
300 of which are part of the manufacturing process spread over three facilities. We are
focused on technology, innovative new products and growing markets - in other words, a
company that is on a decidedly upward trajectory

 Weikfield Production facilities are located at three locations Viz. Lonikand -Pune,
Bakori-Pune and Nalagarh in Himachal Pradesh (HP).

 Weikfield plant at Lonikand –Pune and Nalagarh(HP) manufacture a versatile range

of processed food products like Custard Powder, Corn Flour, Baking
Powder,Flavoured Jelly Crastals, Ice cream Mix Powder, Custard Pudding, Oats,
Hot Beverages, Tea and teabags, etc. Weikfield is one of the only organic certified
tea packing unit in the country and produces awide range of flavoured organic tea
under the “Weikfield”, “Lakefield Farm” and “Whitefield Estate” brands in
innovative packaging.
 WeikfieldAgri Growingand Processing Facility at Bakori-Pune cultivate white
button mushrooms and manufactures processed mushrooms, honey and range of
sauces ketchups, pickles and condiments.

 The head office of Weikfield FoodsPvt.Ltd, Located in Pune, MAHARASTRA.

 Company Profile

Name :Weikfield

Industry

Founded : 1956

Headquarters’ address :
CEO :

Number of branches : 4

Number of Employees :

Website :
LOCATIONS

CORPORATE OFFICE:

WEILKFIELD IT CITI INFOTECPARK,

“D” BLOCK,9”FLOOR,NAGAR ROAD,
PUNE-411014, INDIA.
TEL:91-20-6647830
FAX :91-2066478330
E-MAIL:WEILKFIELD@WEILKFIELD.COM
WEBSITE:WWW.WEILKFILD.COM

LONIKAND-PUNE FACTORY:
WEILKFIELD ESTATE,GAT NO.485,
LONIKHAND NAGAR ROAD,
TALUKA HAVEL, DIST: PUNE-412216 INDIA.
TEL:91-20-66322300
FAX-91-20-66322345
E-MAIL:WEILKFIELD@WEILKFIELD.COM
WEBSITE:WWW.WEILKFIELD.COM
GDP AND IPD PRODUCTS
BAKORI-PUNE FARM AND FACTORY:
GAT NO:323/331,VILLAGE BAKORI,
TALUKA HAVELI, DIST: PUNE-412207
TEL:020-9272225085
E-MAIL:WEILKFIELD@WEIKFIELD.COM.
WEBSITE: WWW.WEILKFIELD.COM
APD PRODUCTS

NALAGAR-HIMACHAL PRADESH:
NALAGARH-BHARATGARH ROAD,
VILLAGE BHATAIN, NALAGARH,
HIMACHAL PRADESH-1744101 INDIA.
E-MAIL:WFPLNLAGARH@GMAIL.COM
WEBSITE: WEILKFIELD.COM
GDP PRODUCT
 PRODUCT PROFILE
o Desserts
& Ingredients
o Fresh
Vegetables & Fruits
o Processed
Vegetables & Fruits
o Health
Foods & Beverages
o Sauces,
Pickles & Condiments
o Organic
Tea
o Product
Barcodes

1. Desserts & Ingredients

Custard Powder

Baking Powder

Cornflour

Vegetarian Jelly

Cremelle Pudding Mix

Freeze Ice Cream Mix

Cocoa PowderIcing SugarVanilla Powder

2. Fresh Vegetables & Fruits

Firm, supple and nutritious, mushrooms contain a host of key nutrients like copper, potassium, folate and
niacin. Weikfield mushrooms are grown in a controlled environment that spans 5 acres. The cultivation is
totally unaffected by and immunized from external weather conditions. These mushrooms are hygienically
packed in innovative punnet packs
 3. Processed Vegetables & Fruits

Sweet Corn Kernels

.

Canned mushrooms
Tutti Fruti
4.Sauces, Pickles & Condiments
5. Health Foods & Beverage
 Organic Tea

Weikfield Products Company is one of the leading food companies in India. Since 1999 we have
already been working in the organic tea business. Based on our vast experience in this business
sector we developed profund know-how of sourcing, processing and blending teas. Our headquarters
are based in Pune one of the most thriving cities in India where we process the raw material and
export all of your fine blended organic products. We closely cooperate with the best tea gardens in
India and only source from Darjeeling, Nilgiris and Assam.

      
 C ORNFLOUR

Extracted from maize, Corn flour is a gluten-free thickening agent. Fine and pure, Weikfield
Corn flour dissolves easily to make a smooth, lump-free paste, ideal for soups, sauces, puddings,
gravies and all sorts of Chinese dishes.
AVAILABILITY OF CORN FLOUR

CORNFLOUR

Consumer Packs   Bulk Packs

100 X 100 g Pkt     25 X 1   kg  
  20 X 500 g Pkt Bag
30 X 500 g   6 X 2   kg
Poly jar Carton
  5 X 5   kg
Bag
  1 X 25 kg
Bag
  1 X 50 kg
Bag
Brown & Polson's Corn Flour
 Brown & Polson's Corn Flour

Brown & Polson Corn flour 500g

 
Price per kg: £1.96

Product Description

Brown & Polson Original Patent Corn flour

Pure fine white corn starch milled from maize grain from which the outer hull, germ and gluten have
been removed by a patented milling process.
Because Brown & Polson Original Patent Corn flour is gluten free and so finely milled it is naturally
smoother than ordinary flour giving superior results when used in all your
DATA interpretation
And
ANALYSIS
 1.1 WHICH BRAND OF CORN FLOUR ARE YOU AWARE OF?

S.NO AWRE BRANDS NO OF

RESPONDANT
1 BROWN AND POLSON 28%
2 WEILKFIELD 41%
3 SUPRIM 18%
4 COOKWEEL 11%
5 BLUE BIRD 2%
5 OTHERS -
6 TOTAL 100%

11% 2% 28%
18%

41%

COMMENTS:-
1.2 WHICH BRAND DO YOU USE?

s.no Brand Name NO. of Respondent Aware

1 Brown & Polson 21

2 Weikfield 28
3 Suprim 17
4 Cookwell 23
5 Blue Bird 7
6 Everest -
7 Total 100

USAGE(in %)

7% 4% 21%

23%

28%
17%

COMMENT:-

1.3 HOW LONG HAVE YOU BEEN USING THIS BRAND?

 WEILKFIED

FREQUENCY BRAND USE

Total 20-30 AGE 30-40 AGE 40-50 AGE 50-60 AGE
28 6 8 9 5

50-60 AGE
40-50 AGE
30-40 AGE
20-30 AGE
0 1 2 3 4 5 6 7 8 9

COMMENT:-
 BROWN AND POLSON

FREQUENCY BRAND USE

Total 20-30 AGE 30-40 AGE 40-50 AGE 50-60 AGE
21 10 8 3 0

50-60 AGE

40-50 AGE

30-40 AGE

20-30 AGE

0 1 2 3 4 5 6 7 8 9 10

COMMENTS:-
 COOKWEEL

FREQUENCY BRAND USAGE

Total 20-30 AGE 30-40 40-50 50-60
AGE AGE AGE
23 8 7 5 3

50-60 AGE

40-50 AGE

30-40 AGE

20-30 AGE

0 1 2 3 4 5 6 7 8

COMMENTS:-
 SUPRIM

FREQUENCY BRAND USAGE

Total 20-30 30-40 40-50 50-60
AGE AGE AGE AGE
17 7 5 3 2

50-60 AGE

40-50 AGE

30-40 AGE

20-30 AGE

0 1 2 3 4 5 6 7 8

COMMENT:-
 BLUE BIRD

FREQUENCY BRAND USAGE

Total 20-30 30-40 40-50 50-60
AGE AGE AGE AGE
7 3 2 1 1

50-60 AGE

40-50 AGE

30-40 AGE

20-30 AGE

0 0.5 1 1.5 2 2.5 3 3.5

COMMENT:-
1.4 WHY DO YOU STICK TO THIS BRAND?

S.NO. factors of purchase NO. of

Respondent
1 Quality 44
2 Taste 6
3 Brand name 24
4 Price 2
5 Easy availability 14
6 Retail Push 2
7 Advertisements 0
8 Peer/Family 6
recommendations

9 others 2

NO. of Respondent
Quality Taste
Brand name Price
Easy availability Retail Push
Advertisements Peer/Family recommendations
2% 6%
14%
45%
2%

24%

6%

COMMENTS:-
1.5 QUANTITTY OF CORN FLOUR YOU REGULARLY PURCHASE?

S.NO. Purchase Quantity Response

1 50 gm 20
2 100 gm 14
3 200 gm 26
4 250 gm 6
5 500 gm 20

BRANDS USED BY CUSTOMERS REGULARLY

Response
50 gm 100 gm 200 gm 250 gm 500 gm
23% 23%

7%

16%

30%

COMMENTS:-
1.6 PRICE OF PACK YOU PURCHASE?

S.NO. Price of the Pack Response

1 Rs 20 14
2 Rs 30 12
3 Rs 40 27
4 Rs 50 8
5 Rs 60 23
6 RS 70 5
7 RS other 11

Response
Rs 20 Rs 30 Rs 40 Rs 50 Rs 60 RS 70 RS other
5% 11% 14%
12%

23%

8% 27%

Fig.1.6
COMMENT:-
1.7 TYPE OF PACKAGING YOU PREFER TO BUY?

S.NO Type of packing purchase no of Buyers

1 Paper Box 40
2 Plastic Pouch 23
3 Glass Jar 10
4 Plastic Jar 21

no of Buyers
Fig no.1.7

Plastic Jar COMMENTS:-

22%
Paper Box
43%

Glass Jar
11%
Plastic Pouch
24%
WHAT IS THE PERCENTAGE OF THE RESPONDENT TAKRN?

S.no Occupations NO of
Respondents
1 47
Professionals
2 House 41
wife
3 Students 14

NO of Respondents
Professionals
House wife Students
14%

46%

40%

COMMENT:-
RESEARCH DESIGN
 AND

METHODOLOGY

RESEARCH:-

Research in common parlance refers to a search for knowledge. Once can also define
research as a scientific and systematic search for pertinent information on a specific topic. In fact,
research is an art of scientific investigation. The advanced Learner’s Dictionary of Current English
lays down the meaning of research as “a Careful investigation or inquiry especially through search
for new facts in any branch of knowledge.” Redman and Mory define research as a systematized
effort to gain new knowledge”.

According to Clifford Woody research comprise defining and redefining problems,

formulating hypotheses or suggested solutions; organizing and evaluating data; making deductions
and reaching conclusions; and at last carefully testing the conclusions to determine whether they fit
the formulating hypotheses.

1.2 RESEARCH PROCESS IN FLOW CHART

Formulation of Secondary Data Selection of

Objective Collection sample size

Questionnaire
Preparation

Recommendations Primary Data

Collection

Findings Analysis
Limitation Conclusion

Research Design:- Research design is purely & simply the framework or a plan for research studies
that guides the collection & analysis for data. It is considered as skeleton of research in completing a
study.

Sampling Units

It gives the target population that will be sampled. This research is related to the
corporate customer segment. For this research various house wives in home using
different brands were the target respondents. Population is all the industrial areas of
Pune region but as a sample I select the following residential area and corporate
offices of

 KATRAJ REGION
  VIMAN NAGAR

3.2 Sample Size

Large sample gives reliable results than small sample. But it is not feasible to survey
entire target population. Being aware of the time and cost constraints, this project
maintained sample size of 100 respondents having:-

 Professional units - 43
 House wife’s -22
 Others -8
3.3 SAMPLE SELECTION
 Systematic sampling

In systematic sampling we select every nth item of one side of street and so on. This
procedure is useful when sampling frame is available in the form of list. In such a
design selection starts by picking some random points in the list and then every nth
element is selected until the desired number is secured.

Methods of data analysis

Analytical tools I used, which include

 Tabular Analysis
 Graphical Analysis
 Percentage Analysis
Because my research approach is quantitative and the best way to represent
quantitative data is pie-chart in percentage term. Through pie chart we can easily
understand the data, facts and figure.
Population Definition: - The main population for the segmentation of market on the basis of age
group, geographical area and market condition. So for this project first I prepared the list of female
respondents age group between 20-60 years.

Unit of Analysis: - In my research work the unit of analysis is all those consumers using corn flour.
1.3 SOURCES OF DATA: -

 Primary Data: - A structured questionnaire is prepared for this survey. Here 250 respondents
were met to collect the primary data.
 Secondary Data: - Secondary data were collected from Internet, Company Profile, and
Magazines etc.
Methods Of Data Collection:-
 Survey Method.
 Interviews.

Here survey method used by me for the collection of primary data because it is the most
commonly used method of primary data collection in marketing research. It is widely used because
of its extreme flexibility.