A PROJECT REPORT ON

“To Analyze the Post Purchase Behavior of Customer about Mapro

Products in Surat Region”

Submitted To

SAVITRIBAI PHULE PUNE UNIVERSITY

IN THE PARTIAL FULLFILMENT OF

“MASTER OF BUSINESS ADMINISTRATION”

BY
NARESH KHANDELWAL
MBA (Marketing)
Batch 2017-19

1
 DECLARATION

I, Mr. Naresh Khandelwal, student of Aims- Akemi Business School Pune,

hereby declare that this project report entitled to “To Analyze The Post
Purchase Behavior Of Customer About Mapro Products In Surat Region”
is a Bonafide record of work done by me during the course of summer
internship project work of MBA programme and all contents and facts are
prepared and presented by me without any bias.

I also declare that it has not previously formed the basis for the award to me for
any degree/diploma associate ship, fellowship or other similar title, of any
Institute/Society.

NARESH KHANDELWAL
AIMS- AKEMI BUSINESS SCHOOL, PUNE

2
 ACKNOWLEDGEMENT

I am highly indebted to Mapro Food Ltd. For giving me this

opportunity to do my internship project in their esteemed organization. It
has contributed immensely to my learning.

I am heartily thankful to my project guide Mr. Ganesh Bagal (Area Sales

Manager) Pune, Mapro Food Pvt. Limited), and Mr. Mahabir Sharma
(Sales Officer) Pune, Mapro Food Pvt. Ltd.)

I would like to express my earnest gratitude and thanks to Prof. Manish

Sinha Director (AIMS- Akemi Group of institute) & Mrs. Masoom
Esmillie (placement coordinator) for their support and blessings. They
have always been a source of inspiration and guidance. I express my
heartfelt gratitude to my internal guide Prof. col S.P Sharma sir (Faculty
Guide) for his timely and valuable suggestion.

Naresh khandelwal

3
 CERTIFICATE

This is to certify that Mr. Naresh R. Khandelwal has completed his Summer
Internship project title “To Analyze the Post Purchase Behavior of Customer
about Mapro Products in Surat Region” for the period from 14th May 2018
to 17th July 2018 in partial fulfillment of Master in Business Administration
(MBA), we have found his to be very sincere and hardworking.

Mr. Ganesh Bagal

(Area Sales Manager, Mapro)

4
 INDEX

Sr. No. Contents Page No.

Acknowledgment 3
Executive Summary 6
1. Introduction 9
2. Industry Profile 11
3. Company Profile 17
4. Research Methodology 27
5. Theoretical Background 31
6. Objectives, Scope And Limitation 37
7. Data analysis and interpretation 39
8. Observation And Finding 49
9. Suggestion And Recommendation 51
10. Conclusion 53
Bibliography 55

5
 EXECUTIVE SUMMARY

Project Title

“To Analyze the Post Purchase Behavior of Customer about Mapro Products in
Surat Region”

Objective

 To Analyze the Post Purchase Behavior of Customer about Mapro Food

Products in Surat Region.

 To study the satisfaction level of customers about using of MAPRO’s

Product.

 To understand the customer’s expectations with respect to taste, quality and

price.

Hypothesis

 Customers are satisfied with the quality, taste and price offered by Mapro
Foods.

 Mapro Foods have acquired maximum market share as compared to its

Competitors in the Surat region.

Research Methodology

 The study is based on primary as well as secondary.

 The primary data is collected through personal interview of customers

visiting store.

 Sampling method :- Non profitability connivance sampling method

6
 Area :- Surat

 Sampling Size :- 104

 Research Instrument : Questionnaire and observation

Avail of study

 This research is helpful to know about awareness of Mapro Food Products in

Surat city.

 This will provide better opportunity and guidance in future project.

 This project helps to know the perception customers with Mapro products.

Suggestion

 Company should focus on supply of all products of Mapro other than

Maharashtra.

 Company should focus on availability of the all beverage (Crush, Syrup and
Sharbat) at medium size (750ml) for the new customer.

Limitation of the Project

 The sample size chosen is limited to 104 only because of time constraint.

 This study was based purely in Surat City.

 Information given by respondents may or may not be correct.

7
Learning from project

 It has been great pleasure to work on this exciting and challenging project.
This project provides knowledge about the satisfactory level of customer for
Mapro Food Products.

 This will provide better opportunity and guidance in future project

 It has helped to conduct the research a scientific way. The research has
provided the inputs in designing, the questionnaire which is an important
tool of the research.

8
1. INTRODUCTION

9
To know the market for the growth and success of “MAPRO PRODUCTS” and
to understand the satisfaction level. The study was also conducted to know the
market Share of Mapro products.

The actual project work consist of market research of customer satisfaction

through personal interview in selected shops and in selected residential areas of
Surat. There well in all Mapro products assigned to me market study jams,
Jellies, crusher, squash, restores, Magana, falero, bars and jellies, toppings,
lounge.

The area given to me was Surat city and the duration of the project was 2
month. I was design and questionnaire under the guidance of area manager.

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2. INDUSTRY PROFILE

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1. Introduction of FMCG

1.1. What is FMCG?

FMCG industry alternatively called as CPG (consumer packaged goods)

industry. Primarily deals with the production, distribution and marketing of
consumer packaged goods. The fast moving consumer goods (FMCG) is
those consumables which are normally consumed by the consumer at a
regular interval.

1.2. FMCG industry economy

The competition among FMCG manufacturers is also growing and as a result

of this, investment in FMCG industry is also increasing specifically in India,
where FMCG industry is regarded as the fourth largest sector with total
market size of USD 13.1 billion. FMCG sector in India is estimated to grow
60 % by 2010.

1.3. Common FMCG product

Some common FMCG product category include food and dairy products,
glassware, paper products , pharmaceuticals, consumer electronics ,
packaged food products, plastic goods, printing and stationery , household
products, photography, drinks etc. and some of the examples of FMCG
products are coffee, tea, dry cells, greeting cards, gifts, detergents, tobacco
and cigarettes, watches, soaps etc.

1.4. Market potentiality of FMCG industry

Some of the merits of FMCG industry which made this industry as a

potential one are low operational costs, strong distribution networks presence
of renowned FMCG companies.

Population growth is another factor which is responsible behind the success

of the industry.

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1.5. Leading FMCG companies

Some of the well-known FMCG companies are:-

 COCA COLA
 HUL
 P&G
 GODREJ
 DABUR
 ITC, ETC.

1.6. FMCG Industry size in India

 FMCG is the 4th largest sector in the Indian economy.

 Direct selling sector in India is expected to reach Rs 159.3 billion (US$
2.5 billion) by 2021, if provided with a conducive environment through
reforms and regulation.
 The number of online users in India is likely to cross 850 million by
2025.
 By 2020, the revenues of the sector are forecasted to reach US$ 104
billion.

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2. Distinguishing Features of the FMCG Industry

2.1. Low Capital Intensity

Most of the product categories that come under the FMCG sector do not
require a major investment in plant, machinery and other fixed assets. Since
the investment in plants is not very high, it is highly unlikely that there
would be any product shortage due to lack of capacity. Also, the business
has low working capital intensity as bulk of sales from manufacturing take
place on a cash basis.

2.2. High Initial Launch Cost

Even though the FMCG is a low capital intensive sector, new products
requires a large front ended investment in product development, market
research, test making and launch. The biggest challenge in launching any
FMCG product is creating its awareness amongst consumers. Hence
enormous initial expenditure is spent on its advertisements, free samples and
product promotions. The launch costs in some cases as high as 50-100% of
the revenue in the first year as compared to a mere 5-12% for the existing
brands.

2.3. Technology

The basic technology for manufacturing is easily available and is also fairly
stable. Modifications and changes in technology rarely change the basic
process. Despite all this, global FMCG players pay huge amounts on
research and development (R&D) due to their ability to spread cost over the
wider base of their global operation.

2.4. Market Research

The purchase decision of any consumer is mostly influenced by the

consumer’s perception about the brand. Other factors such as changing
fashions, change in income, change in lifestyle also plays a major role in the
purchase decision. However FMCG products are rarely differentiated on
technical or functional basis. Hence market

14
 Research and test marketing becomes inevitable. As a result, due to
increasing competition, companies are spending enormous amount of money
on product launches.

3. Success Factors of FMCG Products

.1. Brand Equity

Brand equity refers to the intangible asset in the form of brand names. The
consumer’s loyalty for a particular brand is due to the perception that the
product has distinctively superior and consistent quality and also satisfies
his/her specific needs. Further provides better value for money than other
competing brands.

In FMCG products, brand equities are relatively stronger as the consumer is

reluctant to try unknown brands/unbranded products as most of these
products are for personal use. It is often difficult to differentiate a product on
technical or functional grounds and therefore little reason to switch from a
known brand.

A successful brand generates strong cash flows, which enables the owner of
the brand to reinvest a part of in it form of aggressive
advertisements/promotion to keep up the superiority of the brand.

The worth of a brand is manifested in the consumer’s insistence on a

particular brand or willingness to pay a price premium for the preferred
brand.

.2. Distribution Network

In FMCG sector, one of the most critical success factors is the ability to
build, develop and maintain a robust distribution network. Availability near
consumer is vital for wider penetration as most products are low units and
are frequently purchased.

Distribution network refers to the consumer buying points where products

are available (almost always). It takes enormous time and

15
 effort to build a chain of stockiest, retailers; dealers etc and establish their
loyalties. There are entry barriers for a new entrant as a new product is
typically slow moving and has lesser consumer demand. Therefore
dealers/retailers are reluctant to allocate recourses and time. Establishes
players use their established network to inhibit new entrants.

Thus the distribution factor is the most critical factor which at times even
drives the brand equity factor.

.3. Importance of Super Markets in FMCG Industry

Grocery Stores, Super Markets are the face from where the customer actually
buys his necessity products. In today’s fast moving time customers does not
want to spend much time hopping from one shop to another just to buy the
basic items, thus with the concept of Super Markets the customer is given
with all the choices and all products under one roof which minimizes his
shopping time and gives variety options at the same time. Some Big names
in these markets are: BIG BAZZAR, EASY DAY, D-MART, RELIANCE
FRESH, FOOD BAZZAR, SPENCER’S, SAFAL.

3.4. Conclusion

FMCG products are necessity products which a consumer purchases within

a short interval of time. The companies producing these products needs to
establish a strong distribution network so as to deliver the products to the
customers on time along with building a strong brand equity for its products
as competion in this industry is growing at a very fast pace. With Super
Markets like Big Bazaar, Easy Day, Reliance Fresh which keep all these
necessity products under one roof are giving tough competion to local
grocery store.

16
3. COMPANY PROFILE

17
INTRODUCTION

Located around the idyllic hill-town of Panchgani in Western India, Mapro

Foods manufactures Fruit Jams; Fruit beverage concentrates – Crushes and
Squashes; and Fruit Bars. With an annual processing capacity of around 30
thousand MT, Mapro is a market leader in Western India. The company has
grown organically over the last five decades with sustained profitability. Known
for its quality and innovation, Mapro has been built on its founder’s philosophy
of developing products that are wholesome, nutritious, value-for-money, and
imaginative.

HISTORY

Founded in 1959, the Company had its humble beginnings in the hill-town of
Panchgani, near Mahabaleswar, when a businessman named Kishore Vora a
pharmacist by profession, decided to make some strawberry jam. He then went
on to develop innovative products such as jelly sweets, fruit cubes with fruit
juice and raised syrups with rose petals – all for the first time in country. Today,
his ‘hobby’ has borne fruit in the shape of Mapro, one of the most modern,
hygienic, quality-focussed fruit product manufacturing units in India. His vision
has been taken forward, thereby transforming the region around Mahabaleshwar
and Panchgani, the erstwhile sleepy hill stations of Maharashtra, into a
flourishing fruit processing zone.

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Mapro’s portfolio of products provides a high quotient of natural fruit in the
form of Jams, Fruit bars and chews, Syrups, Crushes, Squashes, and Dessert
Toppings. Its range of premium products such as Thandai crush and Kesar
syrup are made from the finest selection of exotic ingredients. Mapro’s
products are known for their wholesome taste and quality, as also their
natural goodness and nutritive value.

Mapro was the pioneer of fruit-based confectionery in India, with its first
jelly sweets being made from fruit juices and liquid glucose. The ‘Falero’
pulpy fruit chews, which are better known as ‘pates de Fruit’ in the rest of
the world – are excellent exemplars of Mapro’s very own Innovation Labs.
Faleros come in unique indigenous flavours that are suited to the Indian
palate, like Kacchi Kairi (Raw Mango), Alphonso Mango and Strawberry.

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ABOUT THE COMPANY

Mapro Foods Private Ltd. is a fruit processing company, which is situated at

Panchgani (near Mahabaleshwar) a panoramic and beautiful hill station of
western India. It is in the fruit processing business over more than forty years
and it is known for quality and innovation in the industry. The Brand Mapro is a
well-recognized brand in India.

The company has shown organic growth over the last four decades representing
sound financials with sustained profitability. Set up as a Family business over
45 years ago, it has earned a name for quality and consistency. Mapro products
enjoy Premium Status in the Indian market. The Manufacturing facilities are
Certified ISO 9001:2000 and HACCP by BvQi. The Company has expanded
capacity to now produce 30000MT of processed frozen foods p.a. It is setting
up a Frozen and Fresh Food Distribution Chain in Indian Metros to service the
fast growing modern Organized Retail Supermarkets being set up in India.

Today Mapro is leading supplier of tasty as well as nutritious fruit product to

the International market.

Mapro is known to care for its employees. Mapro is a home where there is
mutual understanding between employee and employer like members in the
family. It features a blend of hard work and dedication. There are more than 600
employees all over.

Mapro Foods has a turnover of Rs 10 crore and is looking at a 50 per cent

growth annually.

MISSION

Mapro Foods Private Limited is the flat organization where management works
along with their technical and sales functionaries to achieve the vision and
mission of MFPL.

“Mapro will develop, produce, package & sell food products, with high regards
for safety, nutrition & taste, which we can confidently give to our customers by
implementing and continually improving Quality Management system & food
safety management system to meet & exceed customers’ expectations.”

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PRODUCTS OF MAPRO

Mapro produces a number of items ranging from jams, jellies, crushes, syrups,
etc. Their leading product is Rose Syrup, made from rose petals and their
extracts. The manufacturing process for most of their products is similar only
differing in the types of fruits used and the variations in cooking temperatures
and pectin ratio.

Fruit sweets with real fruit jam

These soft Fruity Sweets and Jelly Sweets are 100% vegetarian as they are
made with pectin, a fruit extract. They contain no Gelatin. Contain nutritious
fruit juice & instant energy. Are an instant hit with kids.

 Fruity sweets

 Jelly sweets

 Falchoos

 Jelly cubes

 Fruit cubes

 Fruit pebbles

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Jam

A Whole range of delicious fruity jams are produced by Mapro units in

Panchgani and Wai. These jams are made with certain specific fruits and fruit
pulps as required by the recipe. The various types produced involve:-

 Mango

 Orange marmalade

 Strawberry

 Pineapple

 Raspberry

 Mix fruit

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Crush

Ideal with milkshakes ice-creams, puddings, desserts and new even mithai. This
bestseller makes milkshakes thicker and ice-creams richer.

 Strawberry crush

 Litchi crush

 Alphonso mango crush

 Mango crush

 Kiwi crush

 Kokum crush

 Pineapple crush

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Syrup

Syrups are made with pure contents for the exclusitive natural flavours &
properties. The Syrup recipes are balanced to allow use in sherbats, milkshakes,
faloodas and even ice-cream toppings.

 Rose syrup

 Khus syrup

 Thandai syrup

 Mahakool syrup

 Strawberry syrup

 Pineapple syrup

 Kesar syrup

Ice- Cream

 Strawberry

 Mango

 Pineapple

 Bitter chocolate almond honey (sugar free)

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Squash

Mapro squashes with their high fruit content are terrific for Sherbats and Fruit
Punch.

 Orange squash

 Lemon squash

 Lemon barley water

 Strawberry squash

 Lime juice cordial

 Lemon ginger squash

 Strawberry cordial

 Pineapple cordial

25
Others Product

 Gulkand

 Topping chocolate

 Felero

 Frubbles

 Lounge

26
4. RESEARCH METHODOLOGY

27
Definition

“The process used to collect information and data for the purpose of making
business decisions. The methodology may include publication research,
interview, survey and other research techniques and could include both present
and historical information”.

Meaning

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.”

Sources of Data

In Research Methodology mainly data plays an important role. This study is

conducted by collecting and analyzing the data from primary and secondary
sources of data.

1) Primary data

Primary data is information collected through original or first-hand research.

For example, surveys and focus group discussions.

As the study focuses on the preferences of Customer post purchase of Mapro

product, behavior of customers towards the juices purchase decisions and
adoption of brands, a subjective phenomenon focuses on the behavior of
Customer.

Primary data was collected by administering the questionnaire to the marketing

advisors of Mapro Food Ltd. which could explain their behavior towards
purchase of Mapro product and useful information of Regarding Mapro Food
product.

28
2) Secondary data

Secondary data is information which has been collected in the past by someone
else. Secondary data was collected from the books, websites and through the
interaction with the individuals in the organization.

The various information is taken out regarding that subject as well other subject
from various sources. The last years data stored is also being secondary data.
This data is kept for the internal use of the organization.

Sampling

Sampling is the process of obtaining information about an entire population by

examining only a part of it. In most of the research work and surveys, the usual
approach happens to be to make generalizations or to draw inferences based on
samples about the parameters of population from which the samples are taken.

 Sample Unit: - Mapro Product Customer

 Sample Frame: - Household and walk-in customer in store at Surat city.

 Sample size: - Total 104 respondent were conveniently selected, who are
customer of Mapro Food Products.

Learning from project

 It has been great pleasure to work on this exciting and challenging project.
This project provide knowledge about the satisfactory level of customer for
Mapro Food Products.

 This will provide better opportunity and guidance in future project

29
  It has helped to conduct the research a scientific way. The research has
provide the inputs in designing, the questionnaire which is an important tool
of the research.

Contribution to the Organization

 This research helps to know awareness about Mapro Food Products in Surat
City.

 The suggestion given by the research to research to organization to focus

more on the promotional tools to wide business in other areas.

 Market penetration through promotional activities to expand market in other

parts of countries.

30
5. THEORETICAL BACKGROUND

31
Targeted Customer

Mapro Food Pvt. Ltd. has customers from a wide range of people. Mostly the
customers of the company are children as the products of Mapro are targeted for
this group only i.e. Mapro Products chocolates, jelly, jam and many more
products which are mostly liked by the children only. But this doesn’t mean that
other age groups are not covered.

Concept of Customer

This project presents an original customer satisfaction survey in the food and
beverages sector. The implemented methodology is based on the principle o
multi-criteria analysis and preference disaggregation modeling. The most results
are focused on the determination of the critical service dimension and the
segmentation to customer clusters with distinctive and expectations.

Customer

A “Customer” is one who purchases a product or service from a particular

organization. One thing that we are all customer, in fact everybody in this
world is a customer. Every day in our life we buy and consume an incredible
variety of goods and services. However, we all have different task, likes &
dislikes adopt different pattern while making purchase decision. Each customer
is unique and this uniqueness is reflected in competitive behavior and pattern
and process of purchase.

Customer satisfaction

Customer satisfaction is seen as a key performance indicator within business

and is often part of a Balanced Scorecard. In a competitive marketplace where
businesses compete for customers, customer satisfaction is seen as a key
differentiator and increasingly has become a key element of business strategy

"Within organizations, customer satisfaction ratings can have powerful effects.

They focus employees on the importance of fulfilling customers’ expectations.
Furthermore, when these ratings dip, they warn of problems that can affect sales
and profitability. . . . These metrics quantify an important dynamic. When a
brand has loyal customers, it gains positive word-of-mouth marketing, which is
both free and highly effective

32
Therefore, it is essential for businesses to effectively manage customer
satisfaction. To be able do this, firms need reliable and representative measures
of satisfaction.

"In researching satisfaction, firms generally ask customers whether their product
or service has met or exceeded expectations”. Thus, expectations are a key
factor behind satisfaction. When customers have high expectations and the
reality falls short, they will be disappointed and will likely rate their experience
as less than satisfying. For this reason, a luxury resort, for example, might
receive a lower satisfaction rating than a budget motel—even though its
facilities and service would be deemed superior in 'absolute' terms.

Purpose

Customer satisfaction provides a leading indicator of consumer purchase

intentions and loyalty. Customer satisfaction data are among the most
frequently collected indicators of market perceptions. Their principal use is
twofold.

"Within organizations, the collection, analysis and dissemination of these data

send a message about the importance of tending to customers and ensuring that
they have a positive experience with the company’s goods and services.

"Although sales or market share can indicate how well a firm is performing
currently, satisfaction is perhaps the best indicator of how likely it is that the
firm’s customers will make further purchases in the future. Much research has
focused on the relationship between customer satisfaction and retention. Studies
indicate that the ramifications of satisfaction are most strongly realized at the
extremes."

On a five-point scale, "individuals who rate their satisfaction level as '5' are
likely to become return customers and might even evangelize for the firm. (A
second important metric related to satisfaction is willingness to recommend.
This metric is defined as "The percentage of surveyed customers who indicate
that they would recommend a brand to friends." When a customer is satisfied
with a product, he or she might recommend it to friends, relatives and
colleagues. This can be a powerful marketing advantage.) "Individuals who rate
their satisfaction level as '1,' by contrast,

33
are unlikely to return. Further, they can hurt the firm by making negative
comments about it to prospective customers. Willingness to recommend is a key
metric relating to customer satisfaction

Definition

“Customer satisfaction, is defined as a Business Term, it is the measurement

of how product and services supplied by a company meet or surpass customer
expectation

Measuring Customer satisfaction

Managing customers’ satisfaction efficiently is one the biggest challenge an

organization face. The tools or methods to measure customer satisfaction needs
to be defined sophisticatedly to fulfill the desired norms. There are following
methods to measure customer satisfaction:

1) Direct Methods

Directly contacting customers and getting their valuable feedback is very

important. Following are some of the ways by which customers could be
directly tapped.

a. Getting customer feedback through third party agencies.

b. Direct marketing, in-house call centers, complaint handling department could

be treated as first point of contact for getting customer feedback. These
feedbacks are compiled to analyze customers’ perception.

c. Getting customer feedback through face to face conversation or meeting.

d. Feedback through complaint or appreciation letter.

e. Direct customer feedback through surveys and questionnaires.

Organizations mostly employ external agencies to listen to their customers and

provide dedicated feedback to them. These feedbacks needs to be sophisticated
and in structured format so that conclusive results could be fetched out. Face to

34
face meetings and complaint or appreciation letter engages immediate issues.
The feedback received in this is not uniformed as different types of customers

are addressed with different domains of questions. This hinders the analysis
process to be performed accurately and consistently. Hence the best way is to
implement a proper survey which consists of uniformed questionnaire to get
customer feedback from well segmented customers. The design of the prepared
questionnaire is an important aspect and should enclose all the essential factors
of business.

2) Indirect Method

The major drawback of direct methods is that it turns out to be very costly and
requires a lot of pre compiled preparations to implement. For getting the
valuable feedbacks the supplier totally depends on the customer due to which
they lose options and chances to take corrective measure at correct time. Hence
there are other following indirect methods of getting feedback regarding
customer satisfaction.

a. Customer Complaints

Customer’s complaints are the issues and problems reported by the customer to
supplier with regards to any specific product or related service. These
complaints can be classified under different segments according to the severity
and department. If the complaints under a particular segment go high in a
specific period of time then the performance of the organization is degrading in
that specific area or segment. But if the complaints diminish in a specific period
of time then that means the organization is performing well and customer
satisfaction level is also higher.

b. Customer Loyalty:

It is necessarily required for an organization to interact and communicate with

customers on a regular basis to increase customer loyalty. In these interactions
and communications it is required to learn and determine all individual
customer needs and respond accordingly. A customer is said to be loyal if he
revisits supplier on regular basis for purchases. These loyal customers are the
satisfied ones and hence they are bound with a relationship with the supplier.
Hence by obtaining the customer loyalty index, suppliers can indirectly measure
customer satisfaction.

35
Importance of Customer Satisfaction in an Organization

With the increase in customers demand and competition it has become lot more
importance to base your entire company on customer service. When doing this
one must first realize that every member of your organization plays an active
role in customer service. This includes both external and internal customers
within your company.

In these organizations, top management frequent contacts with external

customers. The top management uses consultative participative and supportive
management styles to get through the customers. The staff focuses on of its
attention on satisfying the customers need.

36
6. OBJECTIVES, SCOPE & LIMITATION

37
Objective: -

 To Analyze the Post Purchase Behavior of Customer about Mapro Food

Products in Surat Region.

 To study the satisfaction level of customers about using of MAPRO’s

Product.

 To understand the customer’s expectations with respect to taste, quality and

price for Mapro Food Product.

Scope of the Study: -

From this study, it is convenient to identify the post purchase behavior of

customer in Surat city and the various reason due to which customer buy or
don’t but Mapro Products. Customer’s preference towards Mapro Products can
be understood, which can be increase the percentage selling and customer
buying tendency.

Limitation of the Project:-

 The sample size chosen is limited to 104 only because of time constraint.

 This study was based purely in Surat City.

 Information given by respondents may or may not be correct.

 The project was undertaken at MAPRO, the data was confidential so there
were certain barriers in accumulating the data.

 The disclosure of data from their side was limited.

38
7. DATA ANALYSIS & INTERPRETATION

39
1. Do you aware about MAPRO brand.

Aware about Mapro Brand

17%
Yes

No

83%

Interpretation

From this pie chart it is observed that majority of the people purchases Mapro
products over other products.

As we can see that MAPRO is widely consumed and known. From sample size
it is defined that out of 104, 83% of customer aware about MAPRO FOOD
PRODUCTS and consuming at same.

40
2. Through this ways Consumers know about the Mapro products.

7%
11% Newspaper
Advertisement

Retailer
20%
62%
Friends /Relatives

Promotion through
Sample test

Interpretation

 From the above data, it reveals that 62% consumers known about the
Mapro product through the Promotion through sample test.

 26% consumers known about the Mapro Product through the friends.

 Then 11% consumers known about the Mapro product through the
Retailer.

 7% consumers known about the Mapro product through the Advertising.

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3. Which products of MAPRO are you like most?

Like Most
Dessert toppings
7%
Jam
6%

sharbat
18% Fruit Crush
19%

Squash Falero
15% 16%

Mazana
chocolates
19%

Interpretation

 From the above data, It is reveal that 8% consumer like jam product

 22% of consumer like Fruit crush

 18% of consumer like Falero jelly chocolates

 19% of consumer like Mazana chocolate

 15% of consumer like Squash

 Where 18%of consumer like Sharbat

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  And 7% of consumer like Dessert toppings

4. The frequency of purchase for the following products.

Dessert toppings Product Purchase

8%

Jam
12%
sharbat
17% Fruit Crush
19%

Squash
15%
Falero
20%

Mazana
chocolats
9%

Interpretation

 As per above chart, 12% consumer frequently purchase Jam Product

 19% consumer frequently purchase Fruit Crush

 20% of consumer frequently purchase Falero jelly chocolates

 9% of consumer frequently purchase Mazana chocolate

 15% of consumer frequently purchase Squash

 Where 17%of consumer frequently purchase Sharbat

 And 8% of consumer frequently purchase Dessert toppings

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5. The most common place from where you purchase “MAPRO Products”.

Purchase Place

60

40

20

0
Convenience Metro Big Bazar D-mart
store

Interpretation

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6. How do you feel MAPRO products are priced.

Product Price

76
80
70
60
50
40
23
30
12
20 3
10
0
Extremely Slightly Appropriately Low priced
overpriced overpriced priced

Interpretation

45
7. Which season do you prefer to consume Mapro juices?

Season Prefer

22%

Summer
Rainy Season
7% Winter
All Seasons
5%
66%

Interpretation

 From above chart is indicates that 66% of consumers are consume Mapro
Products in summer season.

 Where 5% of consumers are consume Mapro Products in rainy season.

 7% of consumers are buying Mapro Products in winter season.

 And 22% of consumers are buying Mapro Products in all season.

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8. Satisfied with the promotion activities done by Mapro?

Satisfied with activity People

Yes 96
No 8

Satisfied

100
90
80
70
60
50
40
30
20
10
0
Yes No

Interpretation

47
9. How will you rate the packaging of the products?

Packaging Rate

23% Average
26%
Good
Excellent

51%

Interpretation

 The above Chart indicate, 26% average consumer happy with Packaging

 51% Good consumer happy with packaging.

 And 23% excellent consumer happy with packaging.

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8. OBSERVATION & FINDING

49
 Most of the people demand for medium size of Sharbat bottle.

 The 40 & above age group consumer are like the Black Current flavor

 Teenager mostly prefers Citrus Blue Flavor.

 Most of people consume Rose Sharbat.

 People are also use Crush Flavor as topping

 Fruit crush is the most preferred product in the Mapro product range.

 70% people are satisfied with the taste of Mapro products

 To avoid acidity, consumer consuming Rose Sharbat for daily bases.

 Falero jelly is the most known product of Mapro. Sale of this product is also
very high.

 Mala’s and Kissan are the major competitors of Mapro

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9. SUGGESTION & RECOMMENDATION

51
 Company should focus on supply of all products of Mapro other than
Maharashtra.

 Company should focus on availability of the all beverage (Crush, Syrup and
Sharbat) at medium size (750ml) for the new customer.

 Introductory offers or promotional perks can be inculcated.

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10. CONCLUSION

53
 Most of the customer was satisfied but changes are required according to
the changing scenario as advertisement has a great impact in the working of
the company.

 Advertisement is required to increase the brand recognition which will

promote more selling of the products.

 Most of the customer was satisfied with the taste of the Mapro Products.

 Promotion and promotional offers should be taken in order to gain customer

attention.

 Pricing can be comparatively lowered making it feasible for the middle

class strata to purchase the products.

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BIBLIOGRAPHY

55
 www.google.com

 www.mapro.com

 www.wikipedia.com

 www.marketintegration.com

 Kotler P. , (2012) , Marketing Management by, Pearson education, 14th

edition

 Kotler P. , (2007), Marketing Management, Pearson Publication, 11th

edition

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APPENDIX

57
 MAPRO BRAND SURVEY

1. Name of the consumer _______________________________________.

2. Sex

A) Male B) Female

3. Age Group of consumer

A) 5-15yr B) 15-30yr

C) 30-45yr D) 45 And above

4. Area of residence ________________________

5. Occupation

A) Student B) Self-Employed

C) Service D) Housewife

6. Do you aware about MAPRO brand?

A) Yes B) No

7. If yes then how do you come to know about MAPRO products?

A) Newspaper Advertisement B) Retailer

C) Friends /Relatives D) Promotion through Sample test

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10. Which products of MAPRO are you like most?

Sr. No. Product  Sr. No. Product 

1. Jam 6. Squash
2. Fruit Crush 7. Sharbat
3. Falero 8. Dessert Toppings
4. Mazana Chocolate

11. Mention the frequency of purchase for the following products.

Sr. No. Product Always Often Sometimes Not at all

1. Jam
2. Fruit Crush
3. Mazana Chocolate
4. Falero
5. Squash
6. Sharbat
7. Dessert Toppings

12. Which is the most common place from where you purchase “MAPRO
Products”?

A) Convenience store B) Metro

C) Big Bazar D) D-mart

13. How do you feel MAPRO products are priced?

A) Extremely overpriced B) Slightly overpriced

C) Appropriately priced D) Low priced

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14.Which season do you prefer to consume Mapro juices?

A) Summer B) Rainy Season

C) Winter D) All Seasons

15.Are you satisfied with the promotion activities done by Mapro?

A) Yes B) No

16..How will you rate the packaging of the products?

A) Average B) Good C) Excellent

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