A STUDY TO UNDERSTAND CONSUMER PERCEPTION AND BUYING

BEHAVIOUR TOWARDS VENDING MACHINE

Summer Internship Project Report
Undertaken At
Godrej & Boyce Mfg. Co. Ltd., Jaipur

Submitted to partial fulfillment of the requirement for the award of

Post Graduate Diploma in Business Management
Submitted by:
Sushmita Mukherjee
PGDM-BM
Roll No. 2874

Faculty Guide:

Corporate Guide:

Prof. Shiv.P.Joshi.
(Faculty-FMS-IRM)

Mr.Vishal Sharma
(State Head Vending Operations)
Godrej & Boyce Mfg. Co. Ltd, Jaipur

INSTITUTE OF RURAL MANAGEMENT,JAIPUR

(i)
1

DECLARATION BY STUDENT

I hereby declare that this project report entitled A Study On Consumer Perception And Buying
Behavior Towards Godrej Vending Machine is a bona fide record of work done independently
by me during the course of summer project and it has not previously formed the basis for the
award to me for any degree/ diploma, associate, fellowship or other similar title, of any other
institute / society

Date:

Sushmita Mukherjee

BM/JULY/14/27/2963
Roll No: 2863
PGDM-BM

(ii)

ACKNOWLEDGEMENT

Success comes from moving away from your comfort zone;

It is true that world outside our cozy home many of a time
is different from what Godrej has perceived

We did our summer industrial project, as a part of our course curriculum, in Godrej & Boyce
Manufacturing Ltd. Company. This training has been really an immense professional value to
us and we are fortunate to have got our first hand exposure to the actual functioning of the
organization.
This project has been the outcome of combination of ideas, suggestions and contribution of many
people. The project is dedicated to all the people whom we met, took guidance, interviewed and
learned something from them. At this occasion we want to grab this opportunity to acknowledge
our sincere thanks to all of them while submitting this report.
To start with the college, we would like to thank Mr. P.S.Sali Panicker, the Director of FMSIRM, for giving us this opportunity.
We are also thankful to Mr. Vishal Sharma, The State Head Vending Operations , and Mr.
Mohit Saraswat (Business Development Executive) of Godrej & Boyce Manufacturing
Ltd.-Rajasthan Branch for offering us the suitable profile and guiding us throughout the
training period.
We would like to express our sincere gratitude towards All Faculty Guides for their valuable
guidance and immense cooperation at every junction of this training. We are equally thankful to
all the workers for their support and cooperation.
SUSHMITA MUKHERJEE
(iii)
3

INDEX
INTRODUCTION TO INDUSTRY

1-11

INTRODUCTION TO COMPANY

12-21

INTRODUCTION TO TITLE

22-35

LITERATURE REVIEW

36-38

ABOUT THE COMPANY

39-43

RESEARCH METHODOLOGY

44-52

DATA ANALYSIS AND INTERPRETATION

53-64

FINDINGS

65-66

CONCLUSION

67-68

SUGGESTION

69-70

APPENDIX AND ANNEXURE

71-76

BIBLIOGRAPHY

77-78

WEBLIOGRAPHY

79-80

(iv)
4

EXECUTIVE SUMMARY
The summer training that we do is to get an experience of how the corporate world functions
and how the theory is different from the practical aspects of the industry. For the same purpose I
got an opportunity for my training at Godrej & Boyce Mfg. Co. Ltd in Prima Division in
Marketing Department.

(A)Project Title
Analyzing Consumer Perception and Buying Behavior towards Vending Machine.

(B)Project Location
Godrej & Boyce Mfg. Co. Ltd. Prima Division, Jaipur

(C) Objectives
1. To ascertain customers perception of vending machine in JAIPUR.
2. To evaluate the location of vending machine to customers convenience
3. To determine the customers views on product varieties in the vending
machines.
4. To unearth the aspects implicated in buying vending machine.
5. To find out the basis of information used by customers before making
decision of precise brand of vending machine.

(v)

(D) Findings
1. Many customers are not aware about Godrej vending machine.
2. Consumer prefer Lipton & Nescafe over Godrej vending machine.
5

3. Consumer are less inclines towards taking vending machine on rental basis.
4. Consumers perception is often inclined towards brand name.
5. Awareness about the Godrej vending machine to the customer is very low even though
the brand name Godrej is attached to it.

(E) How study was conducted

The research was mainly of the primary research consisting of exploratory research
& descriptive research. The secondary research consisted of Literature search and
internet search.

(vi)

INTRODUCTION TO THE INDUSTRY

The word Godrej became the symbol of self reliance for the generations that followed - the
signature of TRUST. Over the years, Godrej have changed in form, function and scope of
application. One thing however remains constant-the stamp of RELIABILITY and TRUST.
Started in 1897 as locks manufacturing company, the Godrej Group is today one of the most
accomplished and diversified business houses in India. Godrej's success has been driven by the
company's commitment to delivering innovation and excellence. Through the consistent
application of this commitment and a century of ethical business conduct, Godrej has earned an
unparalleled reputation for trust and reliability.
The Godrej label has come to mean different things to different people across the length and
breadth of India. Companies operating under the group umbrella are involved in a wide range of
businesses - from locks and safes to typewriters and word processors, from refrigerators and
furniture to machine tools and process equipment, from engineering workstations to cosmetics
and detergents, from edible oils and chemicals to agro products.
In 1930, Godrej became the first company in the world to develop the technology to manufacture
soap with vegetable oils; that spirit of innovation has continued throughout the organization's

history. Today Godrej is delivering consumers exciting innovations across a spectrum of

businesses. In the 1944 Mumbai docks blast, Godrej safes were the only security equipment
whose contents were unharmed; an equal level of product quality continues to be expected from
every product bearing the Godrej brand name.
Everlasting locks, Enduring service. Locks have come to be defined by Godrej. This is a
reflection of the trust and confidence that our customers have placed in us since 1897. From
being a manufacturer of locks, Godrej has evolved to become a total locking solutions provider .
Godrej's ethical and visionary practices have allowed the company to successfully expand into a
number of businesses. Today Godrej is a leading manufacturer of goods and provider of services
in a multitude of categories: home appliances, consumer durables, consumer products, industrial
products, and agricultural products to name a few. A recent estimate suggested that 350 million
people across India use Godrej products. The group has more recently entered the real estate and
information technology sectors, and management views these as avenues for enormous growth.
The Godrej story is not limited to industrial excellence and enlightened concerns. It is also a
human chronicle of determined men and women, gifted with vision and uncommon talents, who
built a powerful and unique business.
The Godrej Group stands in a strong position today. With annual sales in excess of US$ 1.7
billion, a workforce of approximately 20,000, and a strong diversified portfolio, Godrej has
proven its ability to deliver strong financial performance. Inseparable from daily life in India, the
Godrej name has been built on a spirit of innovation that has made it one of the country's most
remarkable industrial corporations
Strong human relationships built Godrej. So it is not surprising that the company ensures the
welfare of its most valuable asset: the people who comprise it. This band extends to distributors,
retailers and suppliers as well, including them into the fold.
Godrej Industries is part of the Godrej Group, a Rs. 6,000 -crore (US$ 1.3 billion) conglomerate
with more than 109 years of history and a reputation for quality and integrity. Godrej Soaps Ltd
9

demerged into two entities Godrej Consumer Products Limited and Godrej Industries
Limited; the foods business of Godrej Foods Ltd was hived off and taken over by Godrej
Industries. Godrej Properties was established in 1990 as a premier real estate development
company within the Godrej Group of businesses.
Modern and dynamic, Godrej is also a company that succeeds in endearing itself to the people of
India. The secret lies in its ability to never lose sight of the basic human values it was built on.
These are the core strengths and the very soul of the company.
Following are the SECTORS under which GODREJ is dealing:FMCG :- FAST MOVING CONSUMER GOODS
Are products that are sold quickly and at relatively low cost? Examples include non -durable
goods such as soft drinks, toiletries, processed foods and many other consumables.
The profit margin made on FMCG products is relatively small (more so for retailers than he
producers/ suppliers), they are generally sold in large quantities; thus the cumulative profit on
such products can be substantial.
FMCD:- FAST MOVING CONSUMER DURABLES
In economics, a durable good or a hard good is a good that does not quickly wear out, or more
specifically, one that yields utility over time rather than being completely consumed in one use.
Items like bricks could be considered perfectly durable goods, because they should theoretically
never wear out. Highly durable goods such as refrigerators, cars, or mobile phones usually
continue to be useful for three or more years of use, so durable goods are typically characterized
by long periods between successive purchases.
Examples

of

consumer

durable

goods

include

cars, household

goods (home

appliances, consumer electronics, furniture, etc.), sports equipment, firearms, and toys.

10

THE GODREJ BUSINESS PROFILE

MAJOR COMPANIES, LINES OF BUSINESS
1. GODREJ & BOYCE MFG. CO. LTD.
SUBSIDIARIES OF GODREJ & BOYCE MFG. CO. LTD.
2. GODREJ INDUSTRIES LTD.
3. GODREJ COMMODITIES LTD.
4. GODREJ INFOTECH LTD.
5. GODREJ (MALAYSIA) SDN. BHD., Malaysia
6. GODREJ (SINGAPORE) PTE. LTD., Singapore
MAJOR SUBSIDIARIES OF GODREJ INDUSTRIES LTD.
7. GODREJ AGROVET LTD.
8. GOLDMOHUR FOODS & FEEDS LTD.
9. GODREJ PROPERTIES LTD.
10. GODREJ HICARE LTD.
11. GODREJ INTERNATIONAL LTD.
12. GODREJ GLOBAL MID EAST FZE
MAJOR AFFILIATES
13. GODREJ CONSUMER PRODUCTS LTD.
14. GODREJ SARA LEE LTD.
15. GEOMETRIC SOFTWARE SOLUTIONS CO. LTD.
16. GODREJ EFACEC AUTOMATION & ROBOTICS LTD.
17. GODREJ BEVERAGES AND FOODS LTD. (Formerly Godrej Tea Ltd.)
18. MERCURY MFG. CO. LTD., SEZ, Chennai
19. GODREJ & KHIMJI (MIDDLE EAST) LLC. Oman
20. GODREJ (VIETNAM) CO. LTD., Vietnam For more project visit www.techshristi.com
11

12

Consumer products
Godrej is a part and parcel of every Indians life. From locks to personal care. From
appliances to air care. From furniture to construction. There are innumerable ways
through which they enrich quality of life - everyday, everywhere.
1. Locks
2. Appliances
3. Furniture
4. Conferencing Solutions
5. Office Automation
6. Security Equipment
7. Foods
8. Air Care
9. Soaps & Personal care
10. Vending Machines
11. Housing
12. Household Insecticides

Industrial products
Godrej offers an entire spectrum of industrial solutions from storage to material handling to
construction to process equipment and many, many more. Whether clients are looking for
standard equipment or custom engineering solutions, the first name is Godrej. Different products
included are as follows:
1.
2.
3.
4.
5.
6.
7.
8.
9.

Storage Solutions
Automated Warehousing
Material Handling Equipment
Process Equipment
Tooling
Machine Tool Service
Electrical & Electronic Services
IT Solutions
PLM Solutions
13

HISTORY
The spirit of entrepreneurship, the vision of a dynamic tomorrow, and the capacity to build
and realize dreams. This is the essence of the Godrej group. No wonder then, Godrej has
become the symbol of a vibrant multi-business enterprise touching the lives of millions and
at the same time an icon of enduring ideals in a changing world.
This indomitable force was born in 1897, when a young man called Ardeshir Godrej gave up
law and turned to lock making. Ardeshir Burjorji Sorabji Godrej (1868-1936) was the
inventive half of the Godrej Brothers Company, the precursor of the Godrej Group of
companies. He was the first Indian manufacturer to displace well entrenched foreign brands
from the Indian market.

Ardeshir Godrej 1868-1936

Ardeshir was born in 1868 as the children to Burjorji and Dosibai Gootherajee. In January
1871, his father had the family name changed to Godrej. In 1894, Ardeshir, fresh out of law
school, was hired by well-known firm to argue a case on a client's behalf in Zanzibar. After
the Zanzibar debacle, Ardeshir was employed at a pharmacy, where he served as an assistant
to the chemist.
In 1895, Ardeshir visited Merwanji Muncherji Cama, a friend of his father's, and who was
highly respected for his business acumen. Ardeshir described his plan to manufacture surgical
equipment and asked for a loan. When Cama asked why Ardeshir did not approach his father
for the loan, Ardeshir replied that his father would give him the money not as a loan but as a
gift, which Ardeshir was not willing to accept. This principle to not accept money as a gift
would also become evident in 1918, when his father died: Ardeshir refused to accept the
inheritance.
14

One morning Ardeshir read an article in a daily newspaper on the rise of burglary incidents in
the city and in which the commissioner of police called for better security of homes and
places of business. Ardeshir grasped that a better lock was needed, and began to research the
subject. He soon discovered that the locks made in India were all fashioned by hand, a labor
intensive and inefficient means of manufacture, and Ardeshir resolved to manufacture a lock
that would be guaranteed "unpick able".
Calling on Merwanji Cama again, Ardeshir apologized for his inability to repay the loan
immediately, but went on to describe his plans for the new lock-making venture. Cama was
interested, as he too had read the article, and promised to raise the necessary capital. When
Ardeshir rose to leave, Cama asked him, "Tell me, are there other lock-makers in our
community? Or, are you the first?" Ardeshir replied, "I don't know whether I'm the first or
not, but I'm certainly determined, with the help of a benefactor like you, to be the best."
With Cama's funds in hand, Ardeshir set out to revolutionize the Indian lock-manufacturing
industry. In a 20 m (215 ft2) shed next door to the Bombay Gas Works, with forty steam
presses and a dozen skilled workers he had sent for from Gujarat and Malabar, production
began on May 7th, 1897. Ardeshir began with the manufacture of high security locks under
the Anchor brand - to which he attached a guarantee of "unpick ability". He guaranteed that
each key/lock pair was unique, and that no key except those delivered with the lock would
succeed in unlocking the device.
A few years later, Ardeshir patented the first of his inventions, a lock that would subsequently
be called a "Gordian Lock". It came with two keys, both of which could lock and unlock the
device, but the second key could be also be used to modify the inner workings of the lock
and so render the first key useless.
In 1901, Ardeshir turned to experimenting with safes. Ardeshir resolved to build a safe that
was not only burglarproof, but fireproof as well, which as he determined, most safes were not
and he succeeded in that. The first safes entered the market in 1902. In July 1908, Ardeshir
with his brother Pirojsha applied for and were granted (in October 1909) a British patent for
the world's first springless lock.
Around 1910, Ardeshir planned a trip to England, France and Germany in order to study the
lock-making efforts of his competitors. Shortly before he left, Ardeshir visited Merwanji Cama
again, this time to repay him for his 3,000 Rupee loan of so many years before. Cama was
15

seriously ill, and refused to accept it, since as Cama put it accepting the money would
deprive him of the joy he felt in having contributed to Ardeshir's success. Cama did however
have a favor to ask: would Ardeshir hire Cama's nephew Boyce? "I can never say no toyou,"
Ardeshir answered. "Maybe, we'll make him a partner." True to his promise, Ardeshir and
Pirojsha did make Boyce a partner, and the company was renamed Godrej & Boyce
Manufacturing Company. But Boyce didn't have an interest in the company, and soon after
Ardeshir returned from his European travels, Boyce himself suggested that he leave the
company. The name 'Godrej & Boyce Mfg. Co.' was retained.
With each new product Ardeshir changed perceptions about industry in India. When his
attention was drawn to the fact that all soaps in the world contained tallow and other animal
fats (inappropriate to many stringently vegetarian Hindus), he found a method to
manufacture soap from vegetable oils, a procedure that everyone told him was impossible.

What started as a dream had become a movement. But it was left to another man to carry it
forward, Ardeshir's brother, Pirojsha Godrej (1882-1972). He was an Indian businessman who
laid the foundations for what is today the Godrej Industries Group. He was the son of Burjorji
Godrej.

Pirojsha Godrej
1882-1972
Working with his elder brother Ardeshir Godrej, who was the inventive force behind the
partnership, Pirojsha made Godrej a household name in India. Pirojsha Godrej laid the
foundations for a throbbing enterprise at a sprawling industrial garden township outside Mumbai.
The industrial township Pirojshanagar outside Mumbai is named after him.

16

Pirojsha Godrej laid the foundations for a throbbing enterprise at a sprawling industrial garden
township outside Mumbai. It was here that the Godrej vision took concrete shape. In later years,
its extent and scope was expanded greatly by his sons - Burjorji and Naoroji. To this day,
products that compete with the best in the world continue to emerge from the gates of
Pirojshanagar.
It is the bridge between the future and a hundred and ten years of history. It is a living code
of

ethics

for

Indian

industry

as

it

races

ahead.

ACHIEVEMENTS
The recent awards and recognition only bear testimony to its consumer focus
1. Readers Digest conducted a survey recently in 2006, which awarded Godrej Appliances
Gold in the Refrigerator category for the Most Trusted Brand.
2. Godrej has won the CNBC Consumer Awaaz Award for the Most Preferred Refrigerator
for the second time in a row (2005&2006).
3. With 370 service centers spread over the country, consumers continue to rate Godrej
After Sales Service the best in the industry.
4. Godrej has been voted the 'Most Trusted' brand by The Economic Times ORG MARG
study, besides being the first company to sell 1 crore appliances, a distinction that will be
difficult to emulate.
The Godrej Group has broken new ground by instituting a 'young executive board' to advice the
management committee of the group. The objective: to use the knowledge and enthusiasm of
young talent to take the group forward.

17

Timeline

1897 Godrej is established in 1897

1902 - Godrej makes its first Indian Safe

1918 - Godrej Soaps Limited incorporated

1961- Godrej Started Manufacturing Forklift Trucks in India

1971- Godrej Agrovet Limited began as an Animal Feeds division of Godrej Soaps

1974 - Veg oils division in Wadala, Mumbai acquired

1990 - Godrej Properties Limited, another subsidiary, established

1991 - Foods business started

1994 - Transelektra Domestic Products acquired

1995 - Transelektra forged a strategic alliance with Sara Lee USA

1999 - Transelektra renamed Godrej Sara Lee Limited and incorporated Godrej Infotech
Ltd.

2001 - Godrej Consumer Products was formed as a result of the demerger of Godrej
Soaps

Limited. Godrej Soaps renamed Godrej Industries Limited

2002 - Godrej Tea Limited set up

18

2003 - Entered the BPO solutions and services space with Godrej Global Solutions
Limited

2004 - Godrej Hi Care Limited set up to provide a Safe Healthy Environment to

customers by providing professional pest management services

2006 - Foods business was merged with Godrej Tea and Godrej Tea renamed Godrej
Beverages & Foods Limited

2007 - Godrej Beverages & Foods Limited formed a JV with The Hershey Company of
North America and the company was renamed Godrej Hershey Foods & Beverages Limited

2008 - Godrej relaunched itself with new colorful logo and a fresh identity music

2010 - Godrej launched GoJiyo a free, browser based 3D virtual world.

2011 - Godrej & Boyce shuts down its typewriter manufacturing plant, the last in the
world.

2014 - Godrej kick-starts Masterbrand 2.0 bigger & brighter; Launches FreeG; Indias
first non-web based mobile browsing experience, 18 November 2014

19

INTRODUCTION TO COMPANY

20

INTRODUCTION
Godrej & Boyce Mfg. Co. Ltd. operates in furniture, appliances, real estate, fast-moving
consumer goods (FMCG), industrial engineering, security, and agri care businesses. The
company offers products and services in the areas of appliances, furniture, FMCG, real estate,
agri, AV solutions, batteries, chemicals, construction, electricals and electronics, IT and software
solutions, locks, material handling, motors, precision engineering, precision systems, process
equipment, security solutions, storage solutions, tooling, and vending. It serves its customers in
India and internationally. Godrej & Boyce Mfg. Co. Ltd. was founded in 1897 and is based in
Mumbai, India. It has operations in the United Kingdom, the Netherlands, the Kingdom of Saudi
Arabia, Bahrain, the United Arab Emirates, Oman, Bangladesh, Sri Lanka, Vietnam, Malaysia,
Singapore, Indonesia, Kenya, Nigeria, South Africa, and Argentina.

Godrej & Boyce Mfg. Co. Ltd, today, one of the largest engineering and consumer Products
Company in the country has varied interests from engineering to personal care products. It is also
one of the most respected corporate houses known for its philanthropy and initiation of labour
reforms besides being recognized for its values of fair, transparent and ethical dealings. The head
office is located at Mumbai Vikhroli.
Godrej and Boyce Mfg. Ltd. have adopted the following mission, vision, values:
MISSION
Enriching Quality of Life, Everyday, Everywhere

VISION
Godrej in every home and workplace

VALUES
Integrity, Trust, To Serve, Respect Environment

21

CORPORATE PROFILE
Incorporation
Established in 1897, the Company was incorporated with limited liability on March 3 1932,
under the Indian Companies Act, 1913.

Board of directors :
Jamshyd Godrej
He is the chairman of the Board of Godrej and Boyce Mfg. co. ltd. He graduated in Mechanical
Engineering from Illinois institute of Technology, USA. He is the Chairman of Aspen InstituteIndia.

Adi Godrej
He is the chairman of the Godrej Group. The Godrej group is mainly privately held, an over 100
year old family conglomerate, with operations in India and several other countries.

Nadir Godrej
He is the Managing Director of Godrej Industries and Chairman, Godrej Agrovet. He is also a
director of numerous firms including Godrej and Boyce , Godrej Foods and Godrej Consumer
Products.

Kavas Petigara
He is a chemical Consultant and a businessman. He is the Managing Partner of Scritech
Corporation. He has been associated with chemical and allied business India and abroad for
many years.

Vijay Crishnna

22

He is the Executive Director of Lawkim Motors Group. He joined Lawkim , a bankrupt light
engineering company taken over by the Godrej Group at the behest of N.P. Godrej in 1977 after
eight years of management experience in Kolkata.

Phizore Lam
He is the Executive Director & President of the Company and has been associated with the
company since 1975. Prior to joining Godrej , he was a partner in the Solicitors firm of Payne &
co.

KyamasPalia
He is the executive Director (Finance) of the company and has been associated with the company
since 1970.

Pradip Shah
He started IndAsia , a corporate finance and private equity advisory business, in April 1998.
IndAsia entered into a joint venture with AMP in 2001 for the private equity business.

Anita Ramachandran
She founded Cerebrus Cosultants, a well known HR consulting firm in 1995 , focused on
consulting in rewards management, organization development and strategic HR.

Anil Verma
He is the Executive Director ( Personnel & Administration ) of the company and has been
associated with the company since 1983. He is an Engeeringian graduate and has an MBA from
the prestigious Indian Institute of Management , Ahmedabad.

Navroze Godrej
He directs strategy and innovation at Godrej & Boyce , India. His belief that theninnovation
process can be used for identifying hidden opportunities which can ameliorate the lives of people
in unforeseeable ways led him to set up the Innivtion Centr at Godrej & Boyce.
23

Keki Elavia
He is a Chartered Accountant in Public Practice. He retired as a senior partner of M/s.
Kalyaniwalla & Mistry Chartered Accountants

Organizational structure
Mr. P.D. LAM
(Executive Director of Godrej& Boyce)

Mr. Raj & V.Jhanghiani

( Business head Prima Division)

Mr. Sohrab Parekh ( AVP Prima Division)

AV Solutions

Mr. G. Shankaran
SBU head

Vending

Mr. Indrani
Mukehrjee

Channel

V. Exports

Mr. Manish
Khadilkar

Batteries

Mr. Sunil Patil

SBU head

direct
24

(14 state heads)

(6 city/location heads)

Shareholders
Since its inception, the Company is controlled by the GODREJ family based in Mumbai, India. Its
shares are not listed on any Stock Exchange. About one-fourth of the Company's share capital is held
by Pirojsha Godrej Foundation, a public charitable trust. .

Number of Employees
26,000 (2013)

Branches (sales & service) and Branded retail chain (Godrej Life space)
1. WESTERN-

Mumbai, Ahmedabad, Bhopal, Indore, Jabalpur,

Pune, Raipur

2. NORTHERN-

New Delhi, Chandigarh, Faridabad, Noida,

Ghaziabad, Jaipur, Kanpur, Lucknow

3. SOUTHERN-

Chennai, Bangalore, Coimbatore, Kochi,

Hyderabad, Vizag, Pondicherry, Trivandrum

4. EASTERN-

Kolkata, Bhubaneswar, Guwahati, Ranchi, Patna

The Company has a network of 38 Company-owned Retail Stores, more than 2,200 Wholesale
Dealers, and more than 18,000 Retail Outlets. The Company has Representative Offices in
Sharjah (UAE), Nairobi (Kenya), Colombo (Sri Lanka), Riyadh (Saudi Arabia) and Guangzhou
(China-PRC).

25

DIVISIONS UNDER GODREJ & BOYCE MFG. CO. LTD.

APPLIANCES (ISO 9001/14001)
Refrigerators, Washing Machine, Air Conditioners, Microwave Oven, DVD Players
INTERIO (ISO 9001/14001)
Office Furniture, Seating and Desking Systems, Computer Furniture and Open Plan Office
Systems, Office and Home Storwels, Sofas and Recliners. Home Furniture, Filing Cabinets and
Filing Systems, Book Stacks and Cases, Sliding/Tambour Door Units, Personal/Industrial
Lockers, Customized Storage Systems, Roll-formed Slides and Components for Furniture.
LOCKS (ISO 9001)
Padlocks, Ultra locks, Cylindrical Locks, Mechanical and Electromechanical door locks and
related hardware .
SECURITY EQUPMENT & SOLUTIONS :( ISO 9001 /14001)
Strong Room Doors, Safe Deposit Lockers, Cash Boxes and Coffers, Data/ATM Safes, Burglary
and Fire Resisting Safes, Record & Filing Cabinets, Electronic Coffers, Currency Sorters and
Cash Counting Machines. Fire/Security Doors, Fire and Burglar Alarm/Premises Security
Systems, Video Door Phones, CCTV System. Access Control Systems.
PRIMA OFFICE EQUIPMENT (ISO 9001)
Office Automation Photocopiers, Fax, Multifunction devices and Mechanical Typewriters
(available in over thirty languages); Conferencing Products and Solutions Projectors, Video and
Teleconferencing Equipment, Plasma Displays and Electronic Printboards; Vending Machines.
26

STORAGE SOLUTIONS (ISO 9001/14001)

Multiflex and Heavy Duty Storage Systems, Tool Storage Cabinets, Gravity-flow, Mobile and
Drive-in System Components, Mezzanine Floors, Cantilever Storage Systems, Workshop
Equipment and Special Solutions.

COMMERCIAL TEAM
The Human Resource of Godrej & Boyce Mfg. Co. Ltd. is segregated into two main functional
teams. i.e. Commercial Team and Sales Team.
The Commercial Team was created in the year April 2004. It was created to fulfill the following
objectives;
To allow Field personnel to concentrate on their core activities viz Sales & Service.
To help the businesses to grow rapidly.
To develop specialized skills to manage the supply chain in a professional way.
The create controllership of the processes and protect companys interest.
The Commercial Team of Godrej & Boyce Mfg. Co. Ltd. performs the following four major
functions.

27

RESPONSIBILITIES & AUTHORITIES

Regional Commercial Manager
1.

Responsible for identifying training needs of Commercial personnel in the region.

2. Responsible and authorized for preparing schedules of Internal Quality Audits of

Commercials for all branches in their region and for closure of non-conformities observed in the
audits.
3. Responsible and authorized to decide on administrative issues at branches in their region.
4. Communication regarding effectiveness of QMS in so far as commercial operation is
concerned.
5. Define responsibility and authority of commercial personnel.
6. Conduct management review of commercial operations.
7.Ensure quality objectives are established for commercials.
28

Branch Commercial Manager

1. Responsible for identification of opportunities for improvement in the branch operations.
2. Responsible and authorized to monitor overall progress and capabilities of commercial team at
branch.
3. Responsible for providing all round support to branch business teams.
4. Communication of the policies for commercial operations.
5. Ensure quality objectives are established for commercial organizations.
6. Ensure availability of resources for commercial operations at the branch.
7. Responsible for overall functioning of branch warehouse.
8. Responsible and authorized to identify capable transporters for deliveries.
Branch Sales Head or Sales Manager
1. Responsible to help understand the expectations of the customer.
2. Responsible for overall Sales of Business related Products in is territory, Channel
management, Territory Mapping
3. Responsible for identification of Market with sufficient potential for Wholesale Dealer.

29

INTRODUCTION TO CONSUMER PERCEPTION AND BUYING

BEHAVIOR TOWARDS GODREJ VENDING MACHINE

30

CONSUMERS PERCEPTION - It is defined as the way that the consumer usually

view and feel about certain products and services. It cans also cultural: related to
customer satisfaction which is the expectation of the customers towards the product.
Factors influencing Consumer perception It is generally influenced by price, quality,
manufacturers reputation, experience with service and the quality of packaging and
branding ,a number of complex and interrelated psychological factors.

BUYING BEHAVIOR Acquiring, usage and dispose of goods and services is the
majorly termed as consumer behavior.
Factors influencing buying behavior

Cultural:
Includes consumer culture, subculture and social class
Social:
Include reference group, family, roles and status.
Psychological: Include motivation perception learning belief and attitude.
Types of Buying Behavior based on the degree of buyer involvement
1. Complex Buying Behavior: - It involves three step process. Firstly, the purchaser
develops beliefs regarding the product. Second, he or she develops attitude about the
product. Third, he or she makes a thoughtful choice. Consumers engage in complex
buying behavior when they are highly involved in purchase and aware of significant
difference among the brands.
2. Dissonance Reducing Buying Behavior: - In some items, the consumer is highly
involved in purchase but sees little differences in brands. The high involvement is based
on the fact that the purchase is expensive, in frequent and risky. In this case, the buyer
will shop around to learn what is available but will fairly, quickly and perhaps responding
primarily to a good price or to purchase convince.
3. Habitual Buying Behavior: - Many products are bought under conditions of low
involvement and the absence of significant brand differences.

31

4. Variety Seeking Buying Behavior: - Some buying situations are characterized by low
involvement but significant brand differences. Consumers often do lot of brand
switching.
Relationship between consumer perception and buying behavior: Consumer perception usually
about how one feels about a certain product and service while buying behavior concerned with
acquiring, usage and disposing of a certain product.

32

PRODUCT PROFILE
Introduction:Vending Machines are those machines which supply any material instantly when required.
Vending Machines are becoming an important feature in our day to day life. Social,
Environmental, Economical, and health factors have shaped the scope of vending machines.
Godrej introduced its new product HOT BEVERAGE VENDING MACHINE

in 2005 in

collaboration with M/S Veromatic International BV of the Netherlands to cater daily hot
beverage needs of different segments.
Godrej provides world class vending products and services. Its compact size, eye catching colors,
features and quality can attract the consumers. Godrej Manufactures hot beverage vending
machines which are designed to give a reliable vending experience and aim at provide comfort
and enhances efficiency by maintaining a true hygienic environment.
Godrej is known for providing world class products sets new standards the world of vending
machines. We offer Hot/ Cold premises of vending machines. Godrej Vending Machines are
designed to give the most reliable vending experience aim at providing comfort and enhanced
efficiency by maintaining a true hygienic environment in offices and other business
establishments. Godrej is known to make one of the most convenient and easy to handle vending
machine in the market today.
Installing Vending Machines in each and every work group is a good way to promote the idea of
self-service and a culture which is open and classless.
People should be encouraged to serve themselves as and when they want to and whilst doing so
should have an opportunity to interact with other members of the group and build friendship.
Friendship at work enhances the emotional Well-being of group members and fosters a sense of
belonging.
Vending Machine makes people more self-reliant and makes them feel good about themselves as
they are able to serve themselves. Encouraging people to perform their routine office chores
themselves such as mail processing.
33

Filing of papers, handling of phone calls, making photocopies etc frees them from the
dependencies built into the work system. Self-service promotes active work-life full of
movement and interactions as opposed to a dull and Sedentary one.

The following are few types of Vending Machines:A.

B.
C.
D.
E.

Hot Beverage Vending Machine

Cold Beverage Vending Machine
Hot & Cold Beverage Vending Machine
Water Vending Machine
CAN Supplying Vending Machine

Godrej Hot Beverage Vending Machine

This machine dispenses hot beverages like Tea, Coffee, Soup, etc. The machine mixes the
ingredients (i.e .Premix) with water, to dispense the required beverage, as commanded to the
machine. The beverages are dispensed into suitable cups placed by the user.
The machine can dispense drinks coming from instant ingredients, by the Programming
Functions preset inside the machine. The machine is preset to serve Full Cup Tea, Full Cup
Coffee & Half Cups as Flavor3 & Flavor 4.
Leading edge technologies, stringent quality control and excellent After- Sales- Service are the
key ingredients that have made Godrej a trusted name. Prima Vending Machine is an epitome of
the same quality & assurance.
Known for providing world- class products, Godrejs Prima Vending is no exception. Its compact
size & eye- catching colors compliments the aesthetic appeal of the customers office.

Features of Godrej Vending Machines:HYGIENE:

34

Food Grade Material

Polysulphone Water Tank
Easy Cleaning
Auto Rinse Facility
One piece Mixing Bowl

Digital water level & temperature settings

Digitally controlled & password protected
Handle Wide Range of Voltage Fluctuations
Shuts Off Automatically, if not used for 3 hours
Various Counters to keep Track/ Control no. of cups Dispensed

4 Options / 8 Options Machines Available

Separate Outlet for Hot Water
Recipe Programming Possible
In- Build Water Tank
Smallest Footprint in Industry

Shock- proof Fiber body

Thermostat and multiple fuses for extra safety
Can withstand a wide range of Voltage Fluctuation
Use of regulated and low voltage to drive motors

Digital Technology

Consumer Convenience

Consumer Safety

Models available in Hot & Cold Beverage Godrej Vending Machines

After a tie up with Veromatic International, Godrej has advanced leaps & bounds in technology.
There are various Models of hot Beverage Machines available worldwide. Godrej is the only
Company that manufactures the Vending Machines on such a large base. In India, however 5
main models are being marketed. These are shown & discussed below:-

35

 ECO STAR
EXCELLA
MINIFRESH 3300
MINIFRESH 4400
MINIFRESH HOT & COLD

GODREJ ECO STAR

36

FEATURES:

Dimensions (HWD) -620mm x 295mm x 85mm

Weight (kg) -13 kg
Beverage Variant -2
Easy to clean unique mixing system design for excellent cream and taste.
Unique Canister design for consistent dosages.
Corrosion resistant galvanized powder coated metal body.
New Boiler Design which ensures steaming hot water
Electrically safe low voltage drivers.
Lost cost of ownership.

GODREJ 2CVM EXCELLA MACHINE

37

This machine is the smallest in the industry and is designed to withstand wide range of
voltage fluctuations.
.

FEATURES:-

Smallest footprint of the machine in the industry

Designed to withstand wide range of voltage fluctuation

Low downtime of machines

Use of flow control (adjustable) valves for enhanced consistency

Use of regulated and low voltage to drive motors and valves for enhanced
consistency and safety

Unique operable hot water tank to enable cleaning and prevention of scaling and
microbial growth
38

Food grade material used in the food circuit of the machine meet global
standards

Designed to prompt periodic rinsing to prevent microbial growth

Designed to enable quick and thorough cleaning

GODREJ MINIFRESH 3300

FEATURES:

European design meets Style, Safety & Hygiene

Smallest footprint in the industry
Designed to withstand wide range of voltage fluctuations
Unique patented design mixing system
Low downtime
39

Use of flow controls for enhanced consistency of taste

Low voltage controls and drives for extra safety
Unique easy to open hot water tank design for cleaning and de-scaling
Food grade material used in the food circuit as per FDA standards
Designed for prompt periodic mixer rinsing to prevent microbial growth
Thermostat and multiple fuses for extra safety
ZOP technology for antirust body

GODREJ MINI FRESH 4400

FEATURES:

Corrosion resistant galvanized powder coated metal body

Digital Microprocessor controlled Coffee Vending Machine

Low cost of ownership

Beverage circuit parts made of food grade materials

Aesthetically appealing and small footprint design

Unique canister design for consistent dosages

Highly reliable

Number of product containers: 4

Operable polymer boiler to facilitate easy cleaning

Number of mixers: 4
40

Electrically safe low voltage drivers

Easy to clean unique mixing system design for excellent cream and taste

Scale resistant, food grade polymer boiler to eliminate corrosion

Capable of handling voltage fluctuations

GODREJ MINIFRESH HOT & COLD VENDING MACHINE

FEATURES:

Small footprint and sleek design

Low cost of ownership

Recipe based machine with 5 canister: 3 for Hot beverages and

2 for Cold beverages.

Wide range of beverages to choose from Hot: Espresso, Coffee,

Cappuccino, Hot Chocolate, Caf Mocha, Cardamom Tea/Ginger

Tea / Masala Tea (You can choose any 6) Cold : Caf Frappe, Ice
41

Lemon Tea, Nimbu Paani, Orange Juice (You can choose any 2)

Power Supply: 230V / 50 Hz / 15 A

Operating Voltage Range: 100V to 300 V

Indicator: Double line display, yellow green

Interface: Keypad; dome type

Initial Startup time: Hot 8 min, Cold 30 minutes.

Water Connection Online / Pump

Number of Product Containers: 3 for Hot & 2 for cold.

PREMIXES

42

Godrej also offers Premixes that are used as a raw material for the Vending Machine. There are
different types of premixes available with Godrej. Godrej is also willing to launch its Worldwide
accepted range of Express Premixes in India which includes Cappuccino, Espresso, Cold Coffee,
Sugar Free Tea & Coffee etc.
Types of Premixes Offered:Variety and quality of the premix is vital for a refreshing drink. Some of the premixes available
in Indian Market by Godrej are as follows.
Tea Premixes

Plain
Cardamom
Lemon
Ginger
Masala Tea

Coffee Premixes
Classic
Instant
Delite

Whitener & creamer Premixes

Normal Sugar
Low Sugar
Diet

Soup Premixes
Tomato
43

 Mixed Vegetable

Special Premixes
Espresso
Cappuccino
Caf Mocha

LITERATURE REVIEW

44

(Boughton and Ian, 2005) note, from the current scenario we see that the demand of coffee is
more than tea and earning good amount of profit. It is assumed that about 20 billion cups of hot
drinks are sold every year. In the UK tea sales have fallen by 84 million pound in the last five
Islam Md. Monirul & Jang Hui Han International Journal of Business Research and Management
(IJBRM), Volume (3): Issue (3): 2012 102 years. Taste also changing all around the world,
British customers drank more caf latte (47.4%) than cappuccino (47.1%).
(Capone and Lisa, 2009) indicate that Present coffee buying habit introducing a niche market for
shade coffee. Speakers at a SCAA workshop said that though the coffee buying in U.S.
decreasing but the specialty or gourmet coffees market is rising. (Freeman and Laurie, 1997) find
out that day by day the iced tea and iced coffee demand are increasing and beverage departments
also keeping their space for these cold coffee and tea. Starbucks also introduced cold
Cappuccino coffee drinks which has achieved a very positive market response (Sorensen and
Chris, 2011) note that in Canada, Star bucks has a pilot project to open Best branded coffee
45

bars inside four Wal-Mart supercenters and another four to opened over the next year. "It is a
new concept for us. They are coffee bars with a walk-up window on one side and a bar to linger
at on the other," says Jenny McCabe, a Star-bucks spokesperson. "We think we can simplify
premium coffee and make it really accessible.
(Boughton and Ian, 2011) mention that Coffee vending machine given a chance to drink
readymade Coffee in a plastic cup. The full concept is to drink coffee wherever and whenever
you want with self-service. Though the Coffee and Tea is the most consumed beverage in the
world after water, but we see very few writings of the beverage of tea in hospitality aspects.
Hospitality is defined by the Oxford English Dictionary (2002, p. 1213) as the friendly and
generous reception Of guests or strangers. The offering of a cup of tea is a universal sign of
hospitality, in either a home or commercial hospitality setting (Walton, 2001). Taking tea at
afternoon is common habit to many people and its origin in Britain. Media reports (Kelly, 2001)
show that many hotels are now serving afternoon tea for the different clients.
Fairmont Hotel web site (2004a) notes Premium tea business is soon to become the new lunch.
Profit may be a partial motive for the extension of traditional afternoon tea hours, as the tea meal
service affords hoteliers the opportunity to use dining facilities beyond the traditional hours for
breakfast, lunch and dinner.
Green tea is rich in possibilities as a functional food and is a popular beverage among the new
health-conscious generation. Research has started to remove the veil concealing some of its true
power as a functional food as attention is being paid to the role of green tea in bio-regulating
functions (McKay & Blumberg 2002; Erba et al. 2005; Williamson & Manach 2005; Cabrera et
al.
2006); bio-defense function by preventing cancer (McKay & Blumberg 2002; Wu & Wei 2002;
Higdon & Frei 2003; Lambert & Yang 2003; Horie et al. 2005; Shimizu et al. 2005; Arts 2008;
More than two decades ago, Quelchand Takeuchi (1981) predicted that the vending machine
would become one of the most important non-store marketing channels. Comparing that womilli
on vending machines cited in the article at that time..

Presently, the vending machine business

is a $4 1 billion industry (National Automatic MerchandisingAssociation2002) and one of the

46

most pervasive retail business forms, through still low profile. Given the ever increasing presence
and the pervasiveness of sending machines in the lives of consumers, it is surprising that there
have been to date no studies in the marketing and consumer behavior literature that she delight
on consumers usage behavior, experiences, opinions, and attitudes, not to mention their
satisfaction, dissatisfaction, and complaining behavior, with the vending machine services. This
glaring lack of knowledge about consumer behavior regarding vending machine service is even
more surprising, considering the fence that our knowledge and understanding of consumer
behavior in the retailing field have dramatically increased during the past two decades. The present
study is conducted as a first step to fill such a grapping consumer behavior and non-store
retailing literature.

ABOUT THE COMPANY

SWOC ANALYSIS

47

A. Strength:(1)Strong heritage and local presence

(2)Strong product portfolio
(3)High Volume Production

48

(4)Large Market
B. Weakness:(1)Overdependence on Indian market
(2)Volatile input prices
(3)Rural Population Unaware
(4)Company does not go for advertising
C. Opportunity:(1) Proposed investments
(2) Unique Features
(3) Exports
(4) Tap Rural Populations
D. Challenges:(1) No domestic presence.
(2) Market controlled by HUL

49

3 CS ANALYSIS

1.

Company

Godrej & Boyce Mfg. Co. Ltd., the holding company of the Godrej Group, started its journey
with the manufacture of high quality locks in 1897. Today, we have 15 diverse business
divisions offering consumer, office, and industrial products and services of the highest
quality to every corner of India and across the globe. We value integrity, trust, service and
50

respect for individuals and for the environment. We pride ourselves for being one of Indias
most respected corporate houses known for our philanthropy and initiation of labor reforms
besides being recognized for our fair, transparent and ethical dealings. Our people are our
assets who are groomed to deliver their best. What makes us special? At Godrej, its more
than a career. Its an opportunity to live your dreams and be part of a culture that nurtures
ambition, challenges and provides freedom to operate and express your ideas. The Godrej
Group touches the lives of 400 million Indians who use at least one of our products every
single day. Our commitment to quality, attention to detail and customer centricity has helped
us earn the trust of generations of Indians.

2.

Competitors

The competitors of Godrej Vending machines are as follows:

1. HUL
2. Nescafe
3. Caf Coffee Day
4. Atlantis
5. Lavazza
6. Georgia

3. Customers
The customers of vending machines are as follows:
1. Big Firms
2. Offices
51

3. Colleges/Schools
4. Occasionally like marriages or any other functions

LITERATURE REVIEW

52

Meaning:-

53

Research is a search for knowledge .It is a scientific and systemic search for pertinent
information on a specific topic. It is an art of scientific investigation.

Systematized effort to gain new knowledge is known as Research

--L.V. Redman and A.V.H Mory.

Research Process in Flow Chart

54

1. STATEMENT OF PROBLEM
55

It is open knowledge individual get tasty before, during and after working hours. To satisfy them
and to quench their appetite, management provided them with a vending machine which in itself
is a great idea. But it yet to be known what the customers of this machine thinks about the
machines.
Furthermore, the placement of the machines in company calls for inquest in order to know if that
represents what the customers like and also to ascertain if the company in jaipur represents a
good place for the machines.
In addition to that, product varieties in the machine will contribute immensely in satisfying the
customers. So we will look into that to find out how the customers see the products in the
machines.
Finally, customer service is one aspect that plays an important role to customer satisfaction. We
will try to find out how the service and maintenance are and how they are seen by the customers.

In this research work three types of problems have been identified. The problems are as follows:
(a) What are the attributes contribute the perfect role on perceived quality of tea and coffee?
(b) What are the dissimilarities between tea and coffee in aspect of perceived quality?
(c) What are the consumers attitudes and opinion regarding the perceived quality of tea and
coffee drinks?

2. RESEARCH OBJECTIVES
56

1. To ascertain customers perception of vending machine in JAIPUR.

2. To evaluate the location of vending machine to customers convenience
3. To determine the customers views on product varieties in the vending
machines.
4. To find out the basis of information used by customers before making
decision of precise brand of Vending machine.

3. RESEARCH DESIGN
A research connotes the specification of methods and procedures for acquiring the information
needed to structure or to solve problems. It is a programmer that guides the investigation in the
process of collecting, analyzing and interpreting observations. It allows inferences concerning
causal relations and defines the domain. Research design is a framework or plan that is used for a
guide in collecting and analyzing the data for a study. This address the issue of how the study
subjects will be brought into the scope of the study and how they will be employed within the
research setting to yield the required data.
Ohaja (2003) has it that research design is the plan that will be adopted in a given research
It was a descriptive research, which has been done by making an in-depth study to get
knowledge about the subject. Descriptive research includes: surveys of all kinds of facts and
findings. The research is based on descriptive research by using secondary data about Godrej and
various competitors in order to study the strategies followed in Godrej.

4. DATA COLLECTION METHORD

57

There are two types of Data:

Primary Data
Secondary Data

Primary data is information that we collect specifically for the purpose of our research
project. An advantage of primary data is that it is specifically tailored to our research needs.
A disadvantage is that it is expensive to obtain.
The source of our primary data is the population sample from which we collect the data. The
first step in the process is determining our target population. Once we have determined the
target population, we will need to decide how to represent this population in our study.
Obviously, it's impracticable to collect data from everyone, so we will have to determine the
sample size and type of sample.
Primary Data can be collected by 4 methods:
Observation
Survey
Questionnaire
Interview

Secondary data is the data that have been already collected by and readily available from other
sources. Such data are cheaper and more quickly obtainable than the primary data and also may
be available when primary data cannot be obtained at all.
Secondary Data can be collected by 4 methods:

Journal
Internet
Personnel Record
Company Records

Universe:
JAIPUR region only.

Sample Unit:
58

This part of the sample plan involve the decision about the respondents whether Financial
Institution, Educational Institute, Corporate, Hotels, Manufacturing Units & Industrial
sector.

Type of Research:
Exploratory, Descriptive and analytical

Time for the Research:

45 Days

Sample Plan:
In Sample Plan the researcher has to decide about the sample unit, sample size, sampling
procedure and contact method.

Sample size:
It includes 100 respondents which is a combination of different types of respondents.

Sampling Methodology:
A sampling method is a procedure for selecting sample members from a population.
Three common sampling methods are:
Simple random sampling,
Stratified sampling,
Cluster sampling.

Sampling design:
The sample design encompasses all aspects of how to group units on the frame, determine the
sample size, allocate the sample to the various classifications of frame units, and finally, select
59

the sample. Choices in sample design are influenced by many factors, including the desired level
of precision and detail of the information to be produced, the availability of appropriate sampling
frames, the availability of suitable auxiliary variables for stratification and sample selection, the
estimation methods that will be used and the available budget in terms of time and resources.

5. LIMITATIONS OF RESEARCH
In spite of working under such a magnificent company and under the guidance of highly
matured, capable persons, there are some shortcomings. The following constraints were still
unavoidable:

The information provided by the respondents on which all the results were drawn cannot

be denied that there was always a possibility of response error.

The respondents were in segments so the time taken to interview with them was too

much.
The study was conducted within a time frame of 45 days only.
The respondents feel reluctant about the survey conducted.
Secondary data couldnt be fully utilized because of difficulty in assessing it.
The sample selected is of heterogeneous nature.
Busy schedules of the senior officials
Resource constraints- researchers were not having any local staff support to carry out
various activities for our research programmers.
Only few competitors have been analyzed: In Case of vending business researchers have
analyzed Nestle & HUL as major competitors.
Conducting research in Jaipur city and nearby is not an easy task due to the distance
travelled. The time was limited which made it even more difficult to visit far places like
Kukus.
Lack of experience for researchers:- These researches were being conducted by students
for summer internship and hence the students are not expected to have a expertise in
field of research.

60

DATA ANALYSIS AND INTERPRETATION

61

62

aware of godrej vending machine

Cumulative
Frequency
Valid

Missing
Total

Percent

Valid Percent

Percent

yes

33

32.0

33.7

33.7

no

65

63.1

66.3

100.0

Total

98

95.1

100.0

4.9

103

100.0

System

From this interpretation we came to know that majority of the

people are not aware of Godrej vending machine.

63

machine using
Cumulative
Frequency
Valid

Missing
Total

Percent

Valid Percent

Percent

yes

60

58.3

61.2

61.2

no

38

36.9

38.8

100.0

Total

98

95.1

100.0

4.9

103

100.0

System

Machine using consumers are more as compared to non-machine

users.

64

factor affect
Cumulative
Frequency
Valid

Missing
Total

Percent

Valid Percent

Percent

Cost

26

25.2

43.3

43.3

Hygiene

31

30.1

51.7

95.0

Taste

1.9

3.3

98.3

Services

1.0

1.7

100.0

Total

60

58.3

100.0

System

43

41.7

103

100.0

Consumers are mostly focused on Hygiene part in spite of other

factors.
65

reason for buying

Cumulative
Frequency
Valid

Missing
Total

Percent

Valid Percent

Percent

Time

12

11.7

20.0

20.0

Cost Saving

16

15.5

26.7

46.7

Taste consistency

32

31.1

53.3

100.0

Total

60

58.3

100.0

System

43

41.7

103

100.0

Taste Consistency is the major reason for the consumers who are buying Vending Machine.

66

vending machine evaluation

Cumulative
Frequency
Valid

Missing
Total

Percent

Valid Percent

Percent

Favorable

47

45.6

72.3

72.3

Unfavorable

18

17.5

27.7

100.0

Total

65

63.1

100.0

System

38

36.9

103

100.0

Most consumers are agreed for Vending Machine.

67

Majority of the Vending Machine users are satisfied with the

service of Vending Machine.

68

factors influencing
Cumulative
Frequency
Valid

Missing
Total

Percent

Valid Percent

Percent

Price

8.7

14.5

14.5

Size of Content

1.9

3.2

17.7

Package

26

25.2

41.9

59.7

Calorie Content

25

24.3

40.3

100.0

Total

62

60.2

100.0

System

41

39.8

103

100.0

Persons for the premixes are focused on Packaging.

69

fulfilling beverage need

Cumulative
Frequency
Valid

Missing
Total

Percent

Valid Percent

Percent

pantry

16

15.5

16.8

16.8

Vending

36

35.0

37.9

54.7

Others

43

41.7

45.3

100.0

Total

95

92.2

100.0

7.8

103

100.0

System

Non-vending users fulfill the beverage need through other sources

such as Kaka Ki Thadi.
70

which company premixes use

Cumulative
Frequency
Valid

Missing
Total

Percent

Valid Percent

Percent

Nestle

11

10.7

17.7

17.7

HUL

17

16.5

27.4

45.2

Godrej

11

10.7

17.7

62.9

Others

23

22.3

37.1

100.0

Total

62

60.2

100.0

System

41

39.8

103

100.0

Through our survey we came to know that Premixes of other

companies are used more such as CCD, Bagh Bakri, Georgia.

71

FINDINGS

72

1.
2.
3.
4.
5.

Many consumers are not aware about Godrej vending machine.

Consumer prefers Lipton & Nescafe over Godrej vending machine.
Consumer is less inclines towards taking vending machine on rental basis.
Consumers perception is often inclined towards brand name.
Awareness about the Godrej vending machine to the consumer is very low even though

the brand name Godrej is attached to it.

6. Cost of the product is the major influencing factor which is reflected in the buying
decision process of the consumer.
7. Nearly 50% of the non-vending users wanted in house facility with an instant serve
option.
8. Tea is the most preferred hot beverage by the consumers.
9. Consumers think that brand name of the company can influence their purchase decisions.
10. Cost of Godrej premix, vending machines and per cup cost are more as compared to its
competitors.
11. Godrej after sales services are better than HUL and Nestle.
12. The researcher found that Godrej Brand name has very good image in consumers as well
customers mind and they considered it as reliable brand.

In these finding areas I tried to overcome it by making the people aware that Godrej is also
manufacturing vending machines along with its premixes though it is not promoted as its
competitors do but it has some unique properties which make it different against other companies
vending products.

73

CONCLUSION

74

I have studied market research of Vending and I found that most of the consumers are Hygiene
& Price Conscious and only a few of the consumers are Brand Conscious.

There are lots of consumers who are not aware of the fact that Nestle & Lipton are not the
manufacturer of Vending Machines but these are marketed products sold under the name of these
companies in the market.

As I already in above that consumers are Hygiene and Price Conscious and Godrej vending
machines prices are high from the other vending machines which are available in the market.
Consumers are satisfied with all the features of the machines and services, but they are not ready
to pay high amount.

Lipton and Nestle are the market leaders. And both the companies have highest market share
respectively of the total sample studied. This Industry is affected by the low cost machines which
are manufactured by local vendors.

75

SUGGESTIONS

76

Most of the consumers of Jaipur market are price conscious and some of the consumers are brand
conscious. There are lots of consumers who are not aware about the Godrej vending machine and
they are dependent upon the local and other brands like Nescafe, Lipton, Georgia etc.

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The consumers are ready to switch over on Godrej Vending machine due to its Brand Name and
services provide to the consumers. On the basis of Data Analysis, the researcher has conclude
that there is a need of Vending Machine in market but due to unawareness of these machines
there are requirement of effective advertising and marketing strategies to make aware to the
consumers about Godrej vending machines.

Research reached on this conclusion that there is huge demand of vending machine in market.
The Government and Private (Industrial) sector analysis always in need of Vending Machine
those can give satisfactory services in their organization with high accuracy. Through the
evaluation of the project the market of Vending machines always there just the market player
have emerge with latest technologies with less cost to consumers and best quality products.

These are some of the suggestions:

1. Godrej should first come up with small coffee sachets as to make people aware that yes it is
also dealing in coffee segments then only people will easily accept their vending machine.
2. Looking forward towards respondents inclination towards the cost factor, it is mandatory for
the company to decrease the price of vending machine.
3. A majority of the respondents i,e 80% say that the main reason behind purchasing a vending
machine is that it saves the making time of the beverages, thus company should keenly work on
reducing the per cup dispensing time in their coffee vending machine. Current rate is 5 cups per
minute.
4. As premixes usage plays a vital role in deciding the rental schemes, thus keeping the prices of
premixes on a little lower side might result in demand from the market, regarding both premixes
as well as vending machines on rental.
5. In order to generate awareness regarding Godrej Vending charging ports could be provided at
various points. Advertising the division vending and also will become a part of CSR activity.

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6. Opening counters at the time of various events like JJF Literature Fest etc. This will provide
an opportunity to aware people about Godrej vending and will also give consumers a chance to
taste the product, as once they like this the taste they might result in purchase of Vending and its
premixes.

APPENDICES AND ANNEXURE

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Glossary of Terms

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 Calls: Number of companies visited

Positive Calls: Those customers who are interested to buy vending machine.

Negative calls: Those customers who are not interested to buy vending
machine.

QUESTIONNAIRE

PERSONAL DETAILS:
NAME OF EMPLOYEE:

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DESIGNATION:

QUALIFICATION:

GENDER:

{ } MALE
{ } FEMALE

DEPARTMENT

WORK EXPERIENCE IN YEARS

1. Are you aware that Godrej is into Vending Machine?

(a) Yes
(b) No
2. Which companys vending machine name you know?
(a) Nescafe
(b) Lipton
(c) CCD
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(d) Godrej
(e) Others
3. What are the factors affecting the buying decision?
(a)
(b)
(c)
(d)

Cost
Hygiene
Taste
Services

4. What are the reasons for purchasing Vending Machine are:

(a) Time saving
(b) Cost Saving
(c) Taste Consistency

5. Which mode is preferred for taking vending machines are:

(a) Purchase mode
(b) Rent mode
(c) Not interested

6. What are the Perception about hygiene from the customer through vending machine:
(a) Highly Satisfied
(b) Dissatisfied
(c) Unsatisfied

7. What are the Changes and feedback from customers:

(a) Lowered Cost
(b) Quality Improvement
(c) Higher Advertisement

8. What could be the Reasons for not purchasing Godrej vending machine?
(a) Low Awareness
(b) High Cost
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(c) Service issue

9. According to you what you consider the GodrejVending machine?

(a)
(b)
(c)
(d)

Useful
Useless
Important
Not Beneficial

10. How would you evaluate the vending machine operations?

(a)
(b)
(c)
(d)

Favorable
Unfavorable
Positive
Negative

11. How often would you say you use a vending machine?
(a) Always
(b) Sometimes
(c) Frequently
(d) Occasionally

12. If you were to choose a vending machine what would you prefer hygienic or unhygienic?
(a) 100% healthy
(b) Somewhat healthy
(c) Unhealthy

13. When purchasing from a vending machine rate your trust and confidence
5 (completely trust product)
1 (Completely distrust product)
(a) 5
(b) 4
(c) 3
(d) 2
(e) 1

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14. When making a choice of buying vending machine what factors would you see?
(a)
(b)
(c)
(d)

Price
Size of Content
Package
Calorie Content

15. What are the major facors that affects not purchasing vending machine?
(a) Lack Of Variety
(b) Not used to
(c) Others

16. Which beverage is consumed maximum?

(a)
(b)
(c)
(d)

Coffee
Tea
Chocolate
Soup

17. Would you like to add snacks too in vending machine?

(a) Yes
(b) No
(c) Dont care

BIBLIOGRAPHY
85

PRIMARY SOURCES

COLLECTED WITH ORGANISATION

Through Questionnaire.
Interaction with the Sales and HR Department.
Interaction with the workers and Section In charge.
Through Interviews.

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SECONDARY SOURCES

REFERENCE BOOKS:
1. (Kothari, C.R)
2. Kotler, Philip and Keller, K.L.(2007) Marketing Management
3. Aswathappa, K., HR & Personnel Management, TATA Mc GRAW Hill
Publishing Co.
4. Sudha. G.S., Marketing Management,

Magzines:
Personnel Today
Godrej Induction Manual
Howard Business Review

WEBLIOGHAPHY

87

INTERNET SOURCES:

1. www.godrej.com
2. http://www.google.com
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3. www.fluidserveys.com
4. www.knowthis.com
5. www.study.com

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