Académique Documents
Professionnel Documents
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CHAPTER= 1
INTRODUCTION
Consumer or buyer is the central figure of all marketing activities. The
ultimate objective of marketing strategy is to provide marketing mix to bring
about desired response from the customers, Therefore, the study of
consumer or buyer behavior is the basis for marketing plans and policies.
The mind decides and body acts but what goes on in the mind of a
consumer is difficult to understand . This mind is a Black Box wherein
several influence operate to decide his buying patterns with regard to a
product service. The marketer need to create negative or favorable
orientation in the mind of consumers.
An attitude describes a persons enduring favorable or unfavorable
cognitive evaluations, emotional feelings, and action tendencies towards
some object or idea people have attitude toward almost everything :
religion, politics, clothes, music, food and so on. Attitudes put them into a
frame of mind of liking or disliking an object, moving toward or away from it.
Attitude lead people to behave in a fairly consistent way toward similar
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objects people do not have to interpret and react to every object in a fresh
way . Attitudes economize on energy and thought. For this reason, attitude
are very difficult to change . A persons attitudes settle into a consistent
pattern, and to change a single attitude may require major adjustments in
other attitudes.
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CHAPTER= 2
REASERCH AND METHODOLOGY
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A research design is purely and simply the framework or plan for a study
that guides the collection and analysis of data the required regarding the project
work were collected through a questionnaire were attended.
3) Types of data:
The study required the correction of both types of data i.e.
Primary data
Secondary data
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Primary data:
Primary data was collected from the consumers and retailers using the
questionnaire method.
Secondary data:
Regarding related aspects of study, facts, figures etc.
6) Plan of analysis:
Data collected through structured questionnaire were analyzed step-by step,
in the following manner:
a) The entire questionnaire were processed and edited as per the objectives
of the study.
b) The data was then tabulated and the respondents were classified in
respects of age, occupation etc., then the findings were recorded.
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Consumer may not always follow that they have stated n their
response. Thus the degree of reliability of response cannot always be
taken accurate and around. The study is constrained with certain limitation.
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CHAPTER= 3
CONCEPTUAL FRAME WORK
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consume and tell others about the products or services. Thus, consumer
Behavior is concerned with :
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occasions.
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interested to know how consumers respond to various marketing stimuliproduct, price, place and promotion and other stimuli i.e., buyers
environment - economics, technological, and cultural.
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A) Psychological Factors :
Human behavior is the outcome of his/her mental process and is goal
oriented. The working of mind can be explained in terms of motivation,
perception, learning, attitude, personality and self concept.
1) Motivation:
Every action of a person seeks to satisfy certain need. A stimulated
need becomes motive. The intensified need compels an individual act for
its satisfaction. According to its intensity and urgency, a want becomes
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need, drive and urge, triggering human being into action. Some needs are
instinctive or biological and some are psychological
2) Perception:
Human behavior is determined by ones perception. We see, hear,
listen and feel the external stimuli through the five sense organs; organize
the information and make meaning out of it. This process of interpreting
stimuli called perception. Perception is determined by the psychological
conditions and socio cultural environment. Perception depends not only on
the ability of sense organs but also on a persons needs, mind set, span of
apprehension and self -image.
3) Learning:
Learning means the changes in behavior of person due to previous
experiences. Most of consumer behavior is learnt by earlier experiences.
Learning theory helps us in understanding brand loyalty and patronizing
a firm concept.
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self-concept and (2) ideal self-concept (i.e. what he wishes to see himself).
The consumer buys such items which fit with his self-concept. Advertising
campaign which appeals to prestige or status are based on the idea of selfconcept of customers)
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1) Family :
Family is a powerful social group having influence on purchase
decisions of not only an individual but also of his family members. The
family structure, size, traditional culture, shapes the attitude, personality,
and life style of its members and thereby determines a persons brand
preferences and marketing behavior. Family itself constitutes a purchasing
unit. It is generally the housewife who decides about
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As children get married and start living separately, family grows old and
there is perceptible change in spending quantum and quality.
2) Reference Group:
Every individual associates or wishes to associate with one or other
social or professional group. It gives him sense of identity, stability and
security. A reference group may be a social or professional group of people
which influences a persons attitude, beliefs and behavior. Such groups are
family, sports club, professional body, trade union, religious group, clubs,
friends circle etc. Every member has to conform to the
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3) Social Class :
Society is organized in different levels of status classes. These social
classes are characterized by their income, education, occupation and
neighborhood of residence. The people are placed in broad classes viz,
upper, middle and lower classes. Upper class consists of the landlords, rich
industrialists, top executives and professionals. They are educated and
aristocratf. They expect products of high quality irrespective of cost. They
patronise shops. They have snob appeal of a product. They perceive
prestige and status symbol in their purchases.
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4) Occupation Group :
The occupation or profession of a person has bearing on his
purchase decisions. The life-style and purchase considerations differ
according to occupations. Buying behavior or a lawyer can be easily
differentiated from that of a teacher. The company can bring out varied
designs to suit different occupational group.
5) Culture :
Culture is a way of life and social heritage. It consists of unique set of
attitudes, beliefs, customs, traditions, dress and philosophy. The culture
determines our behavior pattern. A culture may consist of sub-cultures. A
sub-culture is a group of people sharing common values, religion and way
of life. For instance, Indian culture is well-known for diversity based on
religions, castes, creeds, languages and provinces (regions). The firms
bring out products and services in conformity with culture of the people.
The advertising appeal and the marketing communication sh0uld match
with cultural norms. The nationality, religion, race or language of marketer
can play an
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6) Life Style :
Life style means a persons pattern of living as expressed in his/her
activities, interests and opinions. It determines his/her interaction with the
society. Life style of consumers can be measured by technique called
psychographics. Marketer may design programmers to suit the life-style of
customers.
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2) Family income :
Since an individual is a part of his family, it is the aggregate income
of all members of the family which determines the buying power of an
individual.
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food stuff falls and expenditure of comforts and luxuries increases. The size
and life style of the family also have impact on family buying behavior.
3) Savings :
Where a consumer decides to increase his savings, his spending on
consumer durables will decrease and appropriation towards profitable
investment opportunities will increase.
4) Standard of Living :
Standard of living refers to the goods and services a person is has
situated to use. Rising income improves standard of living. However, fall in
income does not result in lowering of persons standard of living.
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CHAPTER= 4
COMPANY PROFILE
Haldirams
Nagpur,
name
synonymous
with
tradition
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FUTURE PLAN : Plan are the pipeline to export Food Products under the
Mopleez brand name with and expanded product base.
Our items come specially packed from the Original Haldirams of Delhi superior taste and superior quality, the only Haldiram approved by the US
FDA (Food and Drug Administration). At Haldirams, Quality is our
obsession and this sprit to provide Quality Products has given us a cutting
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Besides, there are a variety of milk-based Barfis and pastries. These are
decorated with raisins, almonds, pistachio and the like. Various
combinations of all the above delicacies offer hundreds of varieties of
Indian traditional sweets to choose from. Most Indian sweets are made by
boiling down milk to remove the moisture. It is called khoa. Adding butter,
sugar and many other flavours, these are turned into barfi, malai, kheer,
rasgulla and sandesh. In North India, lassi is the most popular drink may it
be sweet or salty, made from yoghurt. The south and the west offer fresh
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coconut. Special and typical sweets that come from Bengal are Sandesh
and Rasgullas, made in different ways from cottage Cheese. One notable
exception of Bengali sweets is misti doi (sweetened yogurt), in terms of the
fact that Bengali cuisine is the only Indian cuisine where plain yogurt is
missing. Some very popular Indian sweets are :- Kheer, Halwa (pudding),
Rasgulla (spongy cheese balls, dipped in sugar syrup), Gulabjamun,
Rasmalai, Sandesh and many more. Kulfi, a creamy preparation of frozen
milk and sugar, is the
Indian version of ice-cream and is extremely popular with the old as well as
the new generation.
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very fond of chat and it is available across the country in one form or other.
Bhel puri is type of chat famous in Mumbai. Similar chats such as Sev
Puri, Chana Masala are available across the country. Some other well
known snacks which can be savoured are: Samosa Pakoras Alu Tikki
Kachori (very common in Uttar Pradesh) Pao Bhaji(very common in
Maharashtra) Gol Gappa Dhokla (very common in Gujarat). Samosas
and pakoras are mostly enjoyed with a cup of hot Indian tea in the
company of friends and family. To relish
these snacks, one should develop the taste for thembut once you do, you
want them again and again and again..
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Quality Policy :
We at HALDIRAM FOODS INTERNATIONAL LTD.,NAGPUR. Are
committed to manufacture variety of Sweets (Sweetmeats), Namkeens
(Savories), Pasta & 3 - D Snacks (Extruded Foods)to the Complete
satisfaction of our Domestic & International Customers with regard to
Quality & Food Safety.
all our actions would be planned and executed to fulfill this policy
consistently through to dedicated involvement of all employee.
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Our Exports :
Around 20 million ethnic Indians spread in over a number of countries
around the world and we have started our export of sweets and snacks in
way back 1996 to reach the ethnic Indians abroad. We keep with us 50+
export worthy products and we are successfully exporting them to around
16 countries.
Our quality of products are backed with ISO - 9001 : 2000 and
HACCP Certification. 20+ imported machineries and new techniques of
manufacturing bases a true International look and helps us in meeting the
stringent quality norms adhering o International standards. We are
successfully exporting our
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PRODUCT PROFILE
Savories or namkeens, as they are known, is where the Haldiram
stay began, it would interested we to know that Haldirams has a team of
experienced Bikaneri Namkeen makes who employ techniques that have
remained unchanged for over two hundred years. That too, using the most
high quality and original ingredients. So much so, that even the spices are
ground in special spice grinders to give you that original Bikaneri flavour
which no one else can deliver. Small wonder then that, they have managed
to capture a lions share of the market. And today Haldiram is a name
synonyoums with authenticity in the namkeens market. Haldirams Nagpur
has variety of Indian Snacks and Sweets taking care of quality and taste for
its Customer from around the world. All products are categorised as listed.
Namkeens
Sweets
Syrups
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Namkeens :
Alu Bhujia
Bhujia
Channa Nut
Khatta Mitha
Pancharatan Mixture
Bhel Puri
Sweets :
Badam Halwa
Gulbahar Tin
Orange Soan Papadi
Rasgulla
Soan Cake
Soan Papadi
Soan Papadi
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ALU BHUJIA
Product Description :
Spicy mint flavored, Extructed
potato Snack for all ages.
Ingredients : Potato , Bengal
Gram
Flour
Kheri
BHUJIA
Product Description :
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Bikaneri
famous
hot
-n-
spicy
extruded
fried indian snack.
Ingredients : Kheri ( Moth ) Gram
Flour , Peanut Oil , Bengal Gram
Flour Salt & Mix Spices
CHANNA NUT
Product Description :
A Tasty, Crispy, Spicy Treat Of Chana
& Peanut
Ingredients :Bengal Gram, Peanut Oil,
Peanut, Mix Spices, Salt & Citric Acid.
Available In : 160gm
KHATTA MITTHA
Product Description :
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BHEL PURI
PRODUCT DESCRIPTION : Bombay
Famous Sweet & Sour Snack Mix.
Ingredients : Bengal Gram Flour,
Puffed Rice, Bengal Gram Lentils,
Peanut, Wheat Flour, Vegetable Oil
Contain one or more of the following: Peanut & Palmoline Oil), Mix
Spices & Salt Chutneys contain - Red Chilli, Green Chilli, Tamarind,
Salt, Sugar, Citric Acid, Mix Spices, Sodium Benzoate & Acetic Acid
as a preservative.
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Available In : 160gm
Shelf Life : 4 months
Nutritional Info (Per Serving 100 g)
Protines : 8.56 g Fat : 35.4 g Carbohydrates : 46.86 g
Cholesterol : Absent
SWEETS
BADAM HALWA
Product Description :
Product
Description
Ideal
Gift,
delicious finale.
Ingredients : Sugar, Corn Starch,
Vegetable Oil,Cashew Nuts, Almonds,
Cardamom,
Tartaric Acid, Artificial Colours & Artificial Flavour
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GULBAHAR TIN
Product Description :
Fried Milk dumpling in Syrup.
Ingredients : Milk , Sugar , Milk Fat &
Cardamom
Available In : 500gm, 800gm, 1000gm
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SOAN CAKE
Flour,
Wheat
Flour,
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SOAN PAPDI
Product Description : A light, crisp,
tasty sweet. Popular with one and all
for its cruncy-munchy feel and taste.
This light yellow sweet is lightly spiced
with Green cardamoms. The garnish
includes flakes of Almonds & Pistachios, whole Chiraunji & elon
Seeds.
Ingredients : Sugar, Vanaspati Ghee, Veg. Oil, Channa Flour, Wheat
Flour, Dry Fruits, Elaichi
CHAPTER= 5
DATA ANALYSIS AND INTERPRETATION
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OPINION
NO OF
RESPONSE IN
SL NO
ABOUT PRICE
CUSTOMER
PERCENTAGE
1
High
10
20
2
Reasonable
30
60
3
Low
10
20
Total
50
100
The above findings lead to the inference that the 20% of the people
normally have a perception that Haldiram is priced higher then other and
another 60% perceives that the pricing is reasonable than other and the
reaming 20% of the users believes that the price is lower than others
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100
90
80
70
60
HIGH
REASONABLE
50
LOW
TOTAL
40
30
20
10
0
NO OF CUSTOMER
RESPONSE IN PERCENTAGE
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OPINION ABOUT
NO OF
RESPONSE IN
CUSTOMER
28
15
05
02
PERCENTAGE
56
30
10
04
SL NO
1
2
3
4
CONSUMER
Daily
Once a week
Once a month
Once a fortnight
The above table is noted that 56% of the people will buy daily, 30%
of the people buy Haldiram once a week 10% of the people buy Haldiram
once a month and 40% of the people buy Haldiram once a fortnight.
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30
25
20
15
DAILY
ONCE A WEEK
10
ONCE A MONTH
ONCE A FORTNIGHT
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SL
NO
1
2
OPINION ABOUT
CUSTOMER
Satisfied
Not satisfied
Total
NO OF
RESPONSE IN
CUSTOMER
40
10
50
PERCENTAGE
80
20
100
The above table show that 80% of the consumer are satisfied with
Haldiram products and 20% of the consumer are not satisfied.
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100
90
80
70
60
SATISFIED
NOT SATISFIED
50
TOTAL
40
30
20
10
0
NO OF CUSTOMER
RESPONSE IN PERCENTAGE
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SL
OPINION ABOUT
NO OF
RESPONSE IN
NO
1
2
CUSTOMERS
Yes
No
Total
CUSTOMERS
35
15
50
PERCENTAGE
70
30
100
From the above table it is clear that 70% of customers are satisfied
with the packaging of Haldirams and 30% of the customers are not satisfied
with the packaging of Haldiram.
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100
90
80
70
60
YES
NO
50
TOTAL
40
30
20
10
0
NO OF CUSTOMER
RESPONSE IN PERCENTAGE
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NO OF
SOURCES OF
SL NO
RESPONSE IN
RESPONDENT
AWARENESS
1
2
3
4
Namkeens
Syrups
Sweets
Others
Total
PERCENTAGE
S
25
03
10
12
50
50
06
20
24
100
The above table is noted that 50% of the people are aware of
Namkeens only 6 % of the people are aware of syups paints and 44
% of the respondents are aware of other products.
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100
90
80
70
60
NAMKEENS
SYRUPS
50
SWEETS
OTHERS
TOTAL
40
30
20
10
0
NO OF CUSTOMER
RESPONSE IN PERCENTAGE
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NO OF
SL
SOURCES OF
NO
AWARENESS
RESPONSE IN
RESPONDENT
1
2
3
4
5
6
TV
Magazines
News Paper
Pamphlet
Wall posters
Others
PERCENTAGE
S
22
10
11
04
02
01
44
20
22
08
04
02
From the above table is noted that 44% of the people are
aware of Haldirams through T.V. Advertisements, 56 % of the
people are aware by magazines and others.
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45
40
35
30
T.V
25
MAGAZINES
NEWS PAPER
PAMPHLET
20
WALL POSTERS
OTHERS
15
10
0
NO OF CUSTOMER
RESPONSE IN PERCENTAGE
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NO OF
SL
OPINION OF
RESPONSE IN
RESPONDENT
NO
1
2
3
CUSTOMERS
Very good
Good
Ok
Total
PERCENTAGE
S
35
13
02
50
70
26
04
100
56 | P A G E
100
90
80
70
60
VERY GOOD
GOOD
50
OK
TOTAL
40
30
20
10
0
NO OF CUSTOMER
RESPONSE IN PERCENTAGE
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OF HALDIRAMS.
SL NO
1
2
3
OPINION OF
NO OF
RESPONSE IN
CUSTOMERS
RESPONDENT
PERCENTAGE
Very good
Good
Moderate
Total
S
02
42
06
50
04
84
12
100
The above table shows that 04% of the respondents feel that
the AD of Haldirams is very appealing. 84% of the respondents feel
that the AD of Haldirams is Good. 12% of the respondents feel that
the AD of Haldirams is Moderate.
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100
90
80
70
60
VERY GOOD
GOOD
50
MODERATE
TOTAL
40
30
20
10
0
NO OF CUSTOMER
RESPONSE IN PERCENTAGE
CHAPTER= 6
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FINDINGS
In the Survey conducted it was indicated by the respondents that
they are much satisfied with Haldirams products.
According to the respondents the price of Haldirams Products is
reasonable on the basis of its quality.
It was found that most of the people buy Haldirams products because
its quality is good.
It was found that the level of satisfaction after using Haldirams
Products is quite impressive.
Haldiram Products Limited is one of the most Popular Product. It is
having more than 20,000 dealers and has many verities of product
with good quality and reasonable prices for consumers.
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CHAPTER= 7
SUGGESTIONS AND CONCLUSION
The company should provide sample of Haldirams products to the
retailers and customers. So that they come to know more about the
quality of Haldirams.
The company should try to introduce many types of products in
Haldirams with in a short period so that it increases the sales of the
products.
The company should provide ads so that they can increase the sales
and customers can come to know about there products.
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CONCLUSION
Haldiram has a very good market share in Raichur City, it is the best
selling brands in the city because of its quality and reasonable prices. In
the survey conducted the respondents indicated that they are very much
satisfied with Haldiram Products after usage and the price of Haldiram is
reasonable on the basis of its quality. HALDIRAMS enjoyed and trusted
by a million Indian families and overseas thus Haldirams, Salty Snacks and
Scrumptious Sweets meet international standards of hygiene and
freshness. Our delightful delicates tempt the people all over world to share
this exotic Indian treat. Product ranges from Tasty and Nutritious
Namkeens, delicious sweets, refreshing syrups to crunchy and crispy
papads.
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CHAPTER= 8
APPENDIX
QUESTIONNAIRE :
I, MR,VIJAY KUMAR.B studying in B.B.M SRI VENKATESHWARA B.B.M
COLLEGE, Raichur doing this survey for the fulfillment of Project Work. I
assure you that, your ensure would be kept confidential.
NO
NO
NO
NO
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ii) Sweets
iii) All
ii) Good
iii) Satisfied
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ii) Reasonable
iii) Low
NO
10) If there is any change in the price level of the product would you
purchase for next time.
YES
NO
11) Please tick mark ( ) in the appropriate coloumn where you have seen
the AD of Haldirams Products.
T.V
News Paper
Pamphlet
Magazines
Wall Posters
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BIBLIOGRAPHY
BOOKS :
WEBSITE :
www.Haldirams.com
www.HaldiramsUSA.com
www.Google.com
DEALER :
Sri Veerabhadreshwara Agencies
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