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ROLL NO: 171305


BATCH 2017-19






This is to certify that the summer internship project titled “A STUDY ON CONSUMER
BEHAVIOUR FOR DEL MONTE” is successfully completed by Ms. APARNA NAIR during
Semester III, in partial fulfilment of the master’s Degree in Management Studies recognized
by the University of Mumbai for the academic year 2017-19 and represents the work done at DEL MONTE,

This project work is original and has not been submitted earlier for the award of any degree /
diploma or associate ship of any other University / Institution.

Name: Prof. Shailendra Pawaskar

Date: ______________


I hereby declare that the Summer Internship Project Report, prepared by me under the
guidance of PROF.SHAILENDRA PAWASKAR is a bona fide work undertaken by me
and it is not submitted to any other University or Institution for the award of any degree /
diploma / certificate or published any time before. I also declare that the report is free of any


Roll No.: 171305

Signature of the student


The success of any project depends largely on the encouragement and guidelines of many
others. I take this opportunity to express my gratitude to the people who have been
instrumental in the successful completion of this project.

I would first like to thank Mr. Bhushan Nagulwar (Area Sales Manager) for providing me
with the opportunity to work with Del Monte Field Fresh Foods Pvt Ltd and giving me my
first taste of real professional world. It gave me an opportunity to understand real life
situations and implement all those things which I had earlier come across in textbooks as per
my course.

Also, I would like to thank Mr. Saurabh Saxena (Sales Manager), Ms. Sonia Khaitan and
Mr. Shreyas Ranade for providing guidance and support during my internship.

I also express my sincere thanks to Mr. Jitesh Upadhyay (Territory Sales Manager) for his

I present my heartfelt gratitude towards Prof. Shailendra Pawaskar for giving support and
guidance for my project. He was there to help me out at all possible situations.

Lastly, I would like to thank all those who have directly and indirectly helped me in
completion of this project.


The project aims at understanding consumers and their buying behaviour. It involves
understanding actions and decisions of people who purchase goods and services for personal
consumption. Consumer Behaviour is a study when, why, how, where people do or do not
buy products. The project also aimed at understanding the product category and the methods
in which the company is currently carrying out the sales.
Del Monte products are positioned as premium products. To reach the target segment and
convince them of assured high quality is a challenging job. Sales and distribution network are
the backbone of the company.
The project will try to give some insights to company based on the various inferences made
from analysis.


Sr.no. Topic Page no

Part A
1 Introduction 8
2 Brief company profile 10-16
2.1 Organization History in brief
2.2 Brief details of the Top Management
2.3 Size of the organization

2.4 Vision and Mission of the organization

3 Industry Analysis 17-21
3.2 Porter’s Five Forces Analysis
4 Company analysis 22-33
4.1 SWOT
4.2 7S framework to analyze the different aspects of the organization
4.3 Value Chain Analysis.
4.4 BCG Matrix.
5 Introduction 34-35
5.1 Nature of the problem.
5.2 Objective of study.
5.3 Utility of the study.
5.4 Limitations
6 Methodology 36-37
6.1 Approach
6.2 Sources of data

6.3 Method of data collection
6.4 Size of Sample
6.5 Method of data analysis
7 Context of Industry Problem 37
8 Presentation of data 38-46
9 Analysis of Discussion 47-48
10 Conclusion 48
Part C
11 Learning’s and takeaways 49-51

12. References 52
13. Annexure 53-54

Part A
Everybody in this world is a consumer. The most critical issue for the marketers is to identify
the needs of the consumers. Only the identification of needs is of no value unless this is
transformed into a meaningful and appropriate satisfier. This entire process of converting
needs into actual satisfaction, one needs to understand the complete make up of consumers
mind and this process is known as consumer behaviour. Consumer behaviour is all about how
people buy and use products. Consumer buying behaviour is the study of human responses to
products or services and the marketing of products or services. Study on consumer behaviour
has focus on how consumers make decision to spend their available resources on
consumption related items. A consumer who is highly involved with a product would be
interested in knowing more information about the product before purchasing the product.


i. The American Marketing Association has defined consumer behaviour as, “The dynamic
interaction of affect and cognition, behaviour, and the environment by which human
beings conduct the exchange aspects of their lives.”
Peter D. Bennett
ii. “Consumer behaviour refers to the actions and decision processes of people who purchase
goods and services for personal consumption.”
James F. Engel, Roger D. Blackwell and Paul W. Miniard,
“Consumer Behaviour” (1990)

Factors influencing consumer buying decision

Social Factors

Social factors refer to forces that other people exert, and which affects consumers purchase
decision. Social factors affecting consumer buying behaviour can be reference groups, family
member, relatives, social status.

Psychological Factors

Psychological factors talk about psychology of an individual that drive his action to seek

Personal Factors

Personal factors include aspects that are unique to a person and influence purchase behaviour.

Cultural Factors

Cultural factors are a set of values and ideologies of a group or individual.

Consumer Buying Decision Process

A process used by consumers regarding market transaction before, during and after the
purchase of a good or service.

Buying decision begins when a buyer becomes aware of a need or a problem. After the need
or the problem is recognized by the buyer, he or she will try to find the means to solve that
problem. Sources of information can be personal sources, commercial sources, personal
experience. Then the buyer will go for evaluation of alternatives. The consumer will decide
which product to buy from a set of alternatives which can include factors like price, features,
offers etc. Purchase decision stage involves selection of brand and retail outlet from where
the product must be purchased. Post-Purchase evaluation leads to satisfaction. Consumers
tend to evaluate after purchasing a product which can lead to post purchase dissatisfaction. If
there is dissatisfaction, then consumer will not purchase that brand or product in future. Thus,
marketing managers are interested to know about consumer behaviour so that they can
prepare better advertising campaigns about the products and services.



Del Monte is globally renowned as a premier food and beverage brand with a rich heritage of
nearly 125 years. It is a North American food production and distribution company. It is
headquartered at 3003 Oak Road, Walnut Creek, California, USA. It was founded in 1886.
Del Monte is one of the country’s largest producers, distributor’s and marketers of branded
processed food.

The Del Monte name premiers.
The Cannery is built. One of San Francisco’s treasured landmarks the cannery was built and
was the largest fruit and vegetable cannery in the world.
The shield is introduced. Del Monte puts quality at centre of its brand promise. Early ads
assure customers that the brand seal is not a label but a guarantee
Packaging innovation. The sanitary three pieces can replace hand soldered containers to
better preserve product integrity.
Leaders in nutritional labelling. Del Monte becomes the first major US food producer to
voluntarily adopt nutritional labelling on all food products.
Del Monte grows. The brand has nearly tripled in size, expanding its portfolio to provide
more quality products for its customers
A promise renewed. Del Monte introduces new shield. Multigeneration partnerships with
family farms have ensured commitment.

Del Monte forayed into the Indian market in 2008 as FieldFresh Foods Private Limited which
is a joint venture between Bharti Enterprises and Del Monte Pacific Limited. Besides making
considerable inroads into the B2B market, Del Monte has a significant retail presence by
being available in modern super markets as well as departmental stores and traditional retail

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outlets. With over a 100 different stock keeping unit across 10 product categories ranging
from Italian to Culinary, to Chinese, Beverages and packaged fruits and vegetables, the brand
is perfect food-solutions provider for the fast-evolving Indian households. Team Del Monte
believes in forging strong and lasting relationships with its business partners, clients,
customers and end consumers.

Bharti and Del Monte tie up

FieldFresh Foods Private Limited is a joint venture between Bharti Enterprises and Del
Monte Pacific Limited. FieldFresh Foods offers a range of food and beverage products under
the Del Monte brand in India. They also export fresh and processed vegetables like baby
corn, sweet corn, chillies etc to UK and western Europe. For fresh produce, FieldFresh Foods
has an Agricultural Centre of Excellence (ACE) at Ludhiana in Punjab, which is one of the
largest agricultural R&D facilities of its kind and is spread over 300 acres with open field
cultivation for exotic vegetables. At Agricultural centre of excellence, the advanced
technologies and agricultural best practices are showcased to partner farmers to help them in
enhancing their agricultural productivity and farm income in an environmentally sustainable
manner. FieldFresh Foods also has a Research and Development department and
demonstration farm in Karad, Maharashtra. FieldFresh Foods engages with over 5000 partner
farmers across 8500 acres in Punjab and Maharashtra. FieldFresh Foods is one of the largest
exporters of fresh baby corn with a 35% share of the UK retail market. With an outstanding
infrastructure and tremendous focus of quality and innovation within a short span, Del Monte
servers all International QSR’s like Dominos, Pizza Hut, KFC, Subway, McDonalds, Burger
King in India.

Product Portfolio
1) Fruit Drinks

Del Monte fruit drink include unique offering like green apple, peach, pink gauva as well as
100% juices which are free from added sugar and preservatives. One of the features is easy
open flip cans.

2) Pasta

Del Monte domestic pasta is made from fine ingredients. Del Monte also imports pasta from

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3) Olives

Del Monte olives are imported from Spain. Company offers wide range of olives like plain
green, sliced green, pitted green olives, sliced black olives.

Olive Oil

Del Monte olive oil is imported from Spain and Italy. The company offers wide range of
olive oil like extra light olive oil, extra virgin olive oil, pure olive oil and pomace olive oil.

4) Ketchups and Sauces

An incredible blend of tomato and spices. Right amount of tanginess with no artificial

5) Mayonnaise

A delightfully thick, creamy mayo that makes every snack delicious. Del Monte mayo works
every time with any kind of food, anytime of the day helping homemakers and working
people to come up with their daily food challenges.

6) Dried Fruits

Dried fruits like prunes and cranberry are imported from North and South America.

7) Packaged Fruits

Del Monte’s pineapple slices, tidbits and fruit cocktail are imported from Philippines.

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Mr. Rakesh Bharti Mittal (Chairman)
An electronics engineer, he is the Vice-Chairman of Bharti Enterprises, one of the leading
business groups in India with interest in telecom, Agri business, financial services, retail,
realty, and communication and media devices. He is the Chairman of Bharti Infratel, Bharti
AXA Life Insurance, Bharti AXA General Insurance, FieldFresh Foods and Centum
Learning. He is also on the Boards of Bharti Telecom, Bharti Ventures and other group of
companies. He is member of the National Council of the Confederation of Indian Industry
(CII) since 1999 and is currently the chairman of CII Development Initiative Council (DIC).
He is also a member of the India Canada CEOs Forum and India Pakistan Joint Business
Forum (IPJBF) for strengthening and promoting economic relations. He is currently on the
Governing Body of the Indian Council of Agricultural Research (ICAR) and is also a member
of the National Food Processing Development Council (NFPDC). A passionate advocate of
right to good education, Rakesh serves on the Boards of several educational institutions. He is
a member of the Executive Board of Indian School of Business (ISB) and the Campus
Advisory Board (CAB) of ISB, Mohali.

Mr. Yogesh Bellani (CEO)

Yogesh Bellani is the Chief Executive Officer of FieldFresh Foods Pvt Ltd. Since 2013. He
joined the company in 2008 as the Business Head and founding member of the Del Monte
Foods Business and was appointed as the Chief Operating Officer in 2012. He holds a
bachelor’s degree in engineering from the University of Pune and did his Master’s in
Business Administration from Birla Institute of Management Technology. He has also
completed a one-year special management program for working manager at IIM- Calcutta.
He has a has a vast experience in the food industry, expanding over 21 years with the last 15
years as a Business Head. Under his vision and leadership, Del Monte has become one of the
fastest growing food and beverage brands in its category in a short span of five years. He has
also built a robust export business catering to top international QSR brands globally.

Prior to FieldFresh Foods, Mr. Yogesh Bellani oversaw Kohinoor Foods Ltd, where he led
the project conceptualization and implementation of its state of the art Ready to Eat plant
near Delhi. He also launched a range of premium spices and seasonings under the brand in
the international markets of US and UK. As he is passionate about teaching, Mr. Yogesh

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Bellani is also a guest lecturer at some of India’s leading business schools. He also serves on
the advisory council of Birla Institute of Management Technology.

Mr. Ronaldo C. Gapud (Director), Chairman of Del Monte Pacific Limited, Philippines,
has over 35 years of experience in banking, finance and general management, having worked
as the CEO of several Philippines companies, notably Security Bank and Trust Company,
Oriental Petroleum and Minerals Corp and Greenfield Development Corp.

Mr. Joselito D. Campus, Managing Director and Chief Executive Officer of Del Monte
Pacific Limited, Philippines, holds an MBA from the Cornell University. He is the Chairman
and CEO OF THE NutriAsia Group of Companies, a major food conglomerate in Philippines.

Mr. Luis F Alenjandro, the Chief Operating Officer of Del Monte Pacific Limited,
Philippines, has over 20 years of experience in consumer product and management. He began
his career with Procter & Gamble, where he spent 15 years in Brand Management before
joining Kraft Foods Philippines Inc. as president and general manager. He holds an MBA
from Asian Institute of Management

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The total paid up capital of the company is INR. 319.51 Cr. Apart from this there is a secured
loan of INR. 517.18 Cr.
By the end of December 2017 Del Monte had approximately 42,000 employees worldwide
and most of them are year – round employees. Almost 89% of these people are employed in
production department. Del Monte FieldFresh Foods India has around 500 employees.
FieldFresh Foods a joint venture between Bharti Enterprises and Del Monte Pacific India Ltd
(DMPL) is targeting a turnover of Rs.500 crore in next three years.

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Creating Delightful Food Experiences

We are an integrated, food solutions company that delivers high quality products to our
consumers and customers through superior food knowledge, passion and innovation
We do so with integrity and utmost honesty towards our people, partners, customers and the

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FMCG sector, fast moving consumer goods is the 4th largest sector in the Indian economy.
Household and personal care product accounting for 50% of FMCG. Growing awareness and
changing sales in India lifestyles have been the key growth drivers for the sector. The urban
segment is the largest contributor to the overall revenue generated by the FMCG sector in
India. It recorded a market size of around US$52.5 billion in 2017-18. Semi-urban and rural
segments are growing at a rapid pace and FMCG products account for 50% of total rural
spending. The government has allowed 100 per cent Foreign Direct Investment in food
processing and single brand retail and 51 per cent in multi-brand retail. This will boost
employment and will provide high visibility for FMCG Brands in organised retail markets.

PESTEL Analysis is a strategic framework for understanding external influences on a
business. It is an analytical tool for strategic business planning.


Political stability influences the growth of a business directly. Tax policy of government will
affect the price of inputs and it ultimately affects the price of final products which in turn will
affect the sale of the product. Subsidies which are provided by government to various
organisation at different level also help it to grow at a faster rate and it helps the organisation
in reducing the finance which is to be funded from outside and it indirectly reduces the
interest amount paid in-favour of find raised from outside. Trading policies indicate the
policies related to import and export of goods and services from different nations. If the
policies are favourable more goods and services will be imported and exported. On the other
hand, if policies are unfavourable it will restrict import and exports. Labour law also effects
the organisation.

Interest rate directly effects the cost of capital. If the interest is higher the cost of capital will
increase and if it is lower than cost of capital will be lower. These effect the profit and growth
of the organisation. Inflationary pressure alters the purchasing power. This impacts on
consumer spending as well as business investment. If the tax charged by the government is

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lower, then it will reduce the price of the product and if it is higher then it will increase the
price of the product. If the exchange rate is higher more amount is paid on import of goods
and if it lowers less amount must be paid. National income is an important factor as it can
affect the growth of an organisation. If per capita income is more the amount spend will be
more and if it is lower, then the amount spend will be less. Economic growth is an important
factor in the development of an organisation.

Changes in lifestyle leads to increase or decrease in demand for different products. For
example, people are embracing Ayurveda products. Demographic factors like age, gender,
religion, family also effects the industry. Demography is the study of humans in the
economy. Distribution of income shows how income is distributed in the economy. It leads to
increase or decrease in the consumption level of the products. Consumer knowledge about the
product also plays an important role. While selecting a product, a consumer should have
knowledge about its features. This will help consumers differentiate between two products.
There are different laws by government to safe guard the right of consumers.

New technology helps in increasing the level of production and reducing the cost of inputs. It
also helps in maximising the level of profits. New technology helps in economising the scale
of production. Advancement in technology leads to discoveries and innovation. Advancement
in technology will also lead to competition in the markets. More quality products will be
provided to consumers to cover large number of markets. Change in technology will also lead
to automation. Earlier work was labour oriented whereas now due to technology everything is
done with the help of machine. Research and development department plays an important
role. This department must keep on doing research as to what are the demand of the market
and how to improve technology so that the organisation can compete with other competitors.

The ecological and environmental aspects such as weather, climate, may affect industries
such as tourism, farmers etc. Macro and micro environmental factors such as improving
economy, government policies, raw materials. Infrastructural development, labour cost has
created favourable environment for FMCG sector. Global warming is one of the major issues.
Various regulations have been declared by the government to safe guard the environment.

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Employment law provides equal opportunities to every citizen. This law helps to protect the
rights of consumers and he can file a case against a seller. Government replaced various
indirect taxes imposed on Fmcg with a more direct approach with the help of GST. This will
help in lowering prices as all the taxes imposed increase the cost of production. The law also
forbids FMCG industry to artificially increase prices by making product scarce. The law of
marketing products states that one company cannot mock product of another company.

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Michael Porter observes five forces that have significant impact on a firm’s profitability in its
industry. These five forces today in business world is known as Porter Five Forces Analysis.

Bargaining power of buyers

Consumer base of FMCG industry is larger compared to other industry. Consumers have
great choice of brands within the product category. They want to buy best products at a
minimum price. A consumer can be brand loyal or brand switcher. They have power when
they provide threat to shift from one brand to another brand. Retailers can decide which brand
to stock. Consumers don’t show much interest to wait if their choice of brand is not available.

Bargaining power of suppliers

Supplier plays an important role in any industry. Industry always has great number of
suppliers with great size. It is important to maintain good relationship with the suppliers
because they have limited bargaining power. Suppliers use their negotiating power to extract
more amount from the firms.

Threat of New Entrants

New entrants generally cater to small markets contributing to a large unorganized sector.
New entrants bring innovation and new ways of doing things. It has pressure on the firm
about lowering price strategy, reducing cost and providing value to the customer. Another
threat would be high initial cost launch and distribution channel.

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Threat of Substitutes

Threat of substitutes is high in case of FMCG sector. The industry has got many key players.
When a new product or service meets a similar customer need in different ways, industry
suffers. For example, product like tea and coffee. Company can tackle this situation by
understanding the core need of the consumers and developing a product accordingly.

Degree of Rivalry

There are many global players in the market along with local manufacturers. Customer
loyalty plays an important role. Customer always have wide choice of brands and switching
cost is minimum. Market players use all sorts of tactics from advertising to promotions.
Changing consumer preferences needs to be monitored. One needs to be quite innovative to
find an edge in the market. Competition is fierce at the market place.

Industry Opportunity

The FMCG sector is the fourth largest sector in the Indian economy. It has been growing over
a past few years due to changing lifestyle, consumer preferences, consumer attitude and
income. The rural market provides favourable condition for growth of the companies.

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4.1. SWOT

1. A globally recognized brand.
The brand is well established globally as well as easily available through the medium of

2. Loyal customer base.

They form strong consumer relationship by offering good services.

3. Unique products on offer.

Del Monte serves Italian products such as olive oil and olives from Spain which makes it
easier to compete with others in the market. These are not very common products served
by competitors.

4. Quality
Their main strength is the quality they offer. Market leader in providing convenient
canned products at affordable price.


1. Hasn’t been able to completely penetrate

Hasn’t been able to penetrate in the market like other market leaders. There is a need to
focus on selling of their products in a specific market and build customer base.

2. Narrow product range.

Del Monte has very limited variety in products compared to big giants like HUL and
others. HUL has wide variety of products and has a good presence in the market.

3. Target market is small.

Potential customer base is less. Olive oil, olives are not basic items that every household
purchase. Focus on niche market and potential customers is required.

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1. Advertisement
This would help in building customer attention and awareness towards the company.

2. Introduce new products.

Currently there are very limited products available. They can increase their product range
through proper market research and observation. This would help to compete with other
companies and allow to cope up with the changing needs of the consumers.

3. Expansion
The scope for marketing to a wider audience is very high. This will increase sales and


1. Rise in cost of raw material.

Changes in weather condition often push the price of raw materials. For example, if
farmers face shortage of tomatoes due to bad weather conditions then this will result in
high price of tomato ketchup.

2. Strong competition.
One of the major threats is increasing competition in this industry. It is important to keep
on adapting to the changing needs of the consumer.

3. Economic slowdown.
Economic factors like inflation, exchange rates, government regulations can impact the
functioning of the business.

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The McKinsey 7s framework consists of seven internal elements of an organization. All the
elements are equally important and hence represented in a circular manner. They all are
independent and changing one will change all.

1. Strategy
• The strategy adopted by the company is to expand the market.
• Targeting and positioning is another strategy adopted by the company.
• Focus on health and wellness.
• Social media campaigns.
• Fruit juices in can format as it provides great relevance in fast growing on-the-go
consumption category.
2. Structure
Structure is a system that outlines how certain activities are directed to achieve goals of an
organization. Structure also determines how information flows one level to another level in
an organization. Centralized structure allows each manager to have authority over wide range
of employees, departments and business function. Whereas decentralized structure allows
managers to make decisions on a smaller scale and is responsible for fewer job functions.

3. System
Del Monte has a world class manufacturing facility, research and development centre for
processed foods. The plant is fully integrated and highly automated. The system is running
smoothly. The company provides centralized software for the employees for field assist.

4. Shared Values
Nurtured and inclusive environment is what life at Del Monte is all about. The company
value for their employees, customers, consumers, stakeholders and even the environment.
The company cares about the planet and aims at producing right product for consumers.
Employees are encouraged to take risk and still feel safe without any undue pressure to

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5. Style
Collaborating with one other, learning from one’s own experiences and others, sharing know
how across teams helps maintain positive environment. Approachability and accessibility to
communicate at all levels. Employees can reach anyone in the organization as there are no

6. Staff
Huge number of employees join industry every year. Employees are encouraged to join
programs that add value to their potential. Engaged team is full of passion and is completely
empowered and aligned to deliver on the objectives of the organization. They have a culture
of appreciation among employees.

7. Skills
Organization is specific about the skills, abilities and knowledge needed for the job. Some of
the skills that the employee needs to have to perform the duties are to actively participate and
be responsible for sales activities, managing and serving existing customers, to ensure
effective distributor handling, problem solving skills, customer handling, communication

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Value chain is the process that aims at creating and adding value to every step in the
production procedure. The intent is to locate those processing steps where value is added to
the final product. Michael E Porter suggest that value chain analysis can be a useful approach
in developing strategy.
Value chain analysis of Del Monte

Primary Activities

Inbound Logistics
Del Monte products are primarily grown in South America, Africa and Philippines. The
products are grown on farms that are not owned but supported by them. They help farmers
with advanced agricultural practices to reduce the usage of chemicals and water.
Partner farming program
• Working over 200 partner farmers.
• Technical support to farmers.
• Farmer training and crop development.
• Environment protection.

Del Monte distributes its products to retailers, wholesalers, distributors around the world. It is
vital for the company to prevent degradation in quality and maintain freshness as it is a
perishable product. To preserve the freshness cold storage facility is used through its
distribution channel.

Outbound Logistics
They strive to make optimum utilization of logistics network efficiently. They have an
integrated logistics system that includes trucks, containers, land and sea transportation,
warehouses. They also transport their products worldwide using third party services for the
areas they don’t provide services in.

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Marketing and Sales
Marketing tools are not just limited to advertising or promotion. It also depends on products
and the market. Pricing is one strategy used by the company. Logistical support is targeted to
safeguard the quality of the products.

Services like delivery are offered. Distribution to retail partners.

Support Activity
It caters to consumer needs and demand for healthy and quality food. It has Agriculture
Centre of Excellence at Ludhiana in Punjab. It is one of the largest Research and
Development facility. Research and Development department is also present in Maharashtra.

Human Resource Management

Del Monte believes that Human Resource Department has a very important role to play in
helping organization to carry out its functions effectively. Company puts great deal of
importance on talent acquisition, development, retention and motivation. Performance driven
work culture and open to new ideas and suggestion.

Technology Development
Science plays an important role in manufacturing and production process. It depends on
research, packaging, food safety, crop protection.

Centralized purchase department for raw materials and other resources.

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According to BCG matrix, business can be classified as high or low according to industry
growth rate and relative market share. Market growth refers to expansion of the total market
share available. There is plenty of opportunity for everyone to make money. BCG matrix has
four cells. Vertical axis denoting market growth rate. It indicates the annual growth rate of
the market in which the business operates. Horizontal axis represents relative market share.
Relative market share refers to business unit market share relative to that of its largest
competitor in the segment.

FieldFresh Foods has wide range of foods and beverages under the name of Del Monte in
India. The four cells in the matrix have been called as stars, cash cow, question mark and
dog. Each of these cells represent business.

Stars represent business units or products having large market share. They may generate cash
but because of their high growth rate, stars also consume large amount of cash. Stars require
large investments to maintain their lead. Companies are advised to invest in stars. It can
become cash cow if they sustain their success until a time when the market growth rate

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In Del Monte products like olive oil, olives, mayonnaise and imported pasta contribute a
significant role towards financial performance of Del Monte. Mayonnaise is a niche yet
fastest growing category and has found place for itself in Indian kitchen as an alternative for
ketchup, butter etc. Special focus has been made on the packaging. Today olive oil industry is
far more developed as Indians are aware of its benefits. Major competitor for olive oil is
Borges and Figaro.


Cash cows are business units or products that have high market share but low growth
prospects. Cash cows require little investment. They can generate cash that can be utilized for
investment in other business units. They are the base of an organization. These businesses
usually follow stability strategies. Companies are advised to invest in cash cow to maintain
the current level of productivity.

One such product in Del Monte is tomato ketchup. Del Monte tomato ketchup has been the
prime source of income for the company. Del Monte introduced 200gram spout in June 2018
as demand for smaller packets were higher in general trade sector. The demand for spout is
more than that of glass bottles. It’s because of its ease of use. Small packets are easy to carry
around even while travelling. The user just needs to open the spout and squeeze the sauce.
Del Monte produces sachets of ketchups for various QSRs such as McDonalds, Domino’s
pizza. Sachets are tremendous branding tool for the company. Major competitors for Del
Monte tomato sauce are Maggi, Kissan, Surabhi, Heinz and Sam’s.


Question mark represents business units or products having low relative market share in a
high growth industry. They consume lot of cash but give little in return. Question mark are
new products or services which have a good commercial prospective. Since these business
units are growing rapidly they have potential to turn into stars. There is no specific strategy
which can be adopted. The future of such products is uncertain.

In Del Monte products like Blueberry, Cranberry, Prunes and Domestic Pasta. Major
competitor for Del Monte domestic pasta is Bluebird and Bambino and loose pasta due to
factors like price and quantity. The company is incurring advertising cost for domestic pasta
so that it finds a stable place in the market. Competitors for dried fruit segments are brands
like Rostaa, Brookside etc.

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Dogs represent business units or products that have both low market share and a low growth
rate. Dogs neither require cash nor do they require huge amount of investment. These
business units face cost disadvantages. Dogs are said to be cash traps as businesses have
money tied up in them even though they are not bringing back anything in return. These
businesses have weak market share due to reasons like high price, low quality, ineffective

In Del Monte products like Chinese sauce, pizza and pasta sauce come under dogs as the
products are not performing well in the market. Major competitor for Chinese sauce is
Ching’s. Veeba, Funfoods are the competitors for the company under pizza and pasta sauce

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Ansoff Matrix is a business analysis technique that provides a framework enabling growth
opportunities to be identified. The matrix shows focus on company’s present and potential
future products or areas of engagement. The matrix shows us to consider ways with four
possible product or market to grow business via existing new products or in existing new
markets. It relates to products and markets and give companies four alternative actions when
considering marketing objectives.

1. Selling existing products to existing market.

2. Extending existing products into new market.
3. Developing new products for existing market.
4. Developing new products for new market.

Market Penetration is a growth strategy where the business focuses on selling existing
products into existing markets. It involves maintain or increasing the market share of current
products. This is one of the best options as we know how the product works in that market. In
Del Monte products such as fruit juice and imported pasta are such existing products.
Company can increase usage by existing customers. It can be done by giving of schemes etc.
Market penetration is considered as a low risk option to grow business opportunity.

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Market penetration seeks to achieve objectives like: -

a) Increase market share of current products.

b) Increase usage by existing users of the product.
c) Aggressive promotion with a good pricing strategy.

Market development is a growth strategy where the business seeks to sell its existing products
in new market. This strategy also helps in expanding from a current market to another market
where its products does not currently compete. This strategy is used when the firm targets a
new market with its existing product. Del Monte has expanded its business not only in
domestic market but also globally. Del Monte’s ketchup has come up with variants like No
Garlic Version to target Jain consumers. Del Monte has come with eggless mayonnaise to
target vegetarian consumers. They have come up with small packets of pasta to target
customers who cannot afford bigger packaging with a high price.

Del Monte focus on: -

a) New geographical market – They have currently started their business from Airoli to
Vashi in Navi Mumbai.
b) New packaging for products – Introduced small packaging for ketchup and domestic
c) Different pricing policy to attract customers – Giving of discounts and scheme.
d) The company is also focusing on B2C distribution.


Product development is a growth strategy where a business aims to introduce new products
into existing market. This strategy requires business to develop products which can appeal to
existing customers. Product development is required when company has a good customer
base but knows that existing product has reached its saturation level. Del Monte has come up
with 200 gm tomato ketchup. According to the news report stated in Business Line
May2,2018 Del Monte is looking at introducing six new products this year.

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Diversification is a growth strategy where a business markets its new products in new
markets. This strategy involves risk factor as the business is moving into markets in which it
has little or no experience. Del Monte had come up with a new range of Chinese sauces and
Kikkoman soya sauce for a new market. In USA Del Monte also caters to pet products.

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5.1. Nature of the problem

The main challenge for marketers is to create loyalty among consumers by way of quality,
taste, packaging, freshness etc. The primary source of studying consumer behaviour is why
and how consumers make purchase decision. To know how consumers will react to different
products based on factors like price, features, quality, advertisement etc. Lack of awareness
about Del Monte products among consumers. How often do customers indulge in buying a
product, do they bargain or ask for discount or for any kind of special schemes. It’s important
for marketers to know consumers response towards their own brand and about its product.
This study tries to identify various factors that lead to consumer buying behaviour. This
would help companies to formulate appropriate strategies to retain and increase consumer
base and thereby increase their market share.

5.2. Objectives of the study

✓ To study the consumer buying behaviour towards Del Monte products.

✓ To study the level of customer satisfaction for different products available in Navi
✓ To study the various factors that effects the purchasing decision of customers.
✓ To identify effective advertising sources for communication.
✓ To study awareness level of different products available.

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5.3. Utility of the study

• Studying consumer buying behaviour helps to understand consumer perception about a

• Understanding factors that lead to consumer buying behaviour will help marketers.
Factors like demographics, culture have immense impact on consumer buying behaviour.
• Studying the consumption pattern based on lifestyle will give better understanding about
the consumer market.

5.4. Limitations of the study

Following are the limitations of the study: -

• Sample size was limited due to constraint of time.

• Some respondents were reluctant to give their responses.
• This study is made based on the information supplied by the respondents and therefore it
cannot be generalized.

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The research is conducted using both qualitative and quantitative approach.

➢ Qualitive Approach

Data was collected through discussion with mentors, friends and through observations. This
approach is used to gain an understanding of reasons, opinion and motivations.

➢ Quantitative Approach

Data collected through online surveys, company website, face to face interview.


➢ Primary Data
Primary data was collected by going on field for two months. Interacted with retailers,
customers, consumers with the help of sales person. The data was by way of survey and
➢ Secondary Data

Secondary data was collected out of company websites, news articles, journals, Del
Monte website and other secondary sources.


Data collection is done through secondary sources. Both primary and secondary data were


Questionnaires were used for collection of data from respondents. List of survey questions
asked to respondents. Designed to attract specific information.

Observation and field work

Observation was another method for gathering data.

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The sample size of the survey collected was 76 because of limited time. The sample
population belonged to all sections of the society such as age, gender.

Sample Unit

o Male
o Female

No. of questions asked - 16


Data analysis is the process of evaluating data using analytical and logical reasoning to
examine each component of the data provided. It is the process of inspecting, cleansing,
transforming, and modelling data with the goal of discovering useful information, informing
conclusions, and supporting, decision making.


The problem and challenge lie in growing in a market with fewer buyers, less available
space and competition. It is essential to develop innovative products. Consumers are
becoming increasingly aware of their environmental impact. Companies are now
expected to be socially responsible. Food and beverage have overall been slower on
adapting to shift towards ecommerce. Consumers are turning away from food that are
high in sugar. This will possess a big challenge for the manufacturers in which consumers
still want sweetness, but they don’t want to see sugar on the label. Distribution channel is
another problem faced by the industry.

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The data which I have collected is in graphical and pie-diagram form.

Gender of the consumer

From the survey conducted the data shows that, 52.6 % were female respondents whereas
47.4% were that of male respondents. Consumption pattern in terms of food may be different.
Difference in need that leads to different choices.

Age of the consumer

85.5% were from the age group of 20 to 30 years. Age is a very important factor when it
comes to influencing buying behaviour. Every age has its own state of mind, perception and

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Are you aware of any of the Del Monte products?


The above graph shows how many people are aware about Del Monte’s different products.
Out of the responses maximum number of people are aware about Del Monte ketchup
followed by mayonnaise, fruit juice, pasta, olive oil. Minimum awareness is that of olives.

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Have you ever used any of the Del Monte products?


The following pie chart shows that out of the responses received, 72.4% people have
consumed some or the other Del Monte products. Whereas 27.6% people say that they have
not used any of the Del Monte product.

Any of the reason for using Del Monte product?

The following pie chart shows reasons as to why respondents use Del Monte products. 36.8%
say that they are satisfied with the product. 26.3% say that it’s because of non-availability of
the other preferred brand. 22.4% say it’s because of the feedback they get from others. 14.5%
say it’s because of various discounts offered.

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Which factor affects your buying decision for food products?

The following graph shows various factors that affect respondents buying decision for food
products. Maximum number of respondents think that quality is the major factor that affects
their buying decision for food products. Quality followed by price leads to buying decision
followed by a good brand. This is then followed by health factor and last but not the least its
quantity that affects buying decision.

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Which type of scheme do you prefer?

The following pie chart shows different schemes preferred by respondents. 55.3% say they
prefer getting discounts. 27.6% say they prefer special offers over other schemes. 15.8%
prefer going for free gifts whereas very less response for people who prefer getting exchange

What type of consumer are you?

The following pie chart shows what kind of consumers the respondents are. 59.2% people
feel they are brand loyal whereas 40.8% feel they are brand switchers.

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What influences you to switch from one brand to another?


Following pie chart shows factors that make a consumer switch from one brand to another.

Which Tomato Ketchup do you use?

The following pie chart shows how many respondents prefer Del Monte ketchup over other
ketchup. 47.4% people use Kissan ketchup over Del Monte ketchup and Maggi. 26.3%
people prefer using Del Monte ketchup over Kissan and Maggi. For Maggi the percentage is
same as that of Del Monte of 26.3%.

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Which brand of pasta do you prefer using?

Following pie chart shows percentage of people using Del Monte pasta over Bluebird,
Bambino and none of them. 48.7% say that they don’t use any of the following pasta. 25%
people prefer using Del Monte pasta over Bambino and Bluebird. Percentage is same for
Bluebird and Bambino of 13.2%.

How often do you consume pasta?


The following pie chart shows consumption pattern of pasta among consumers. 72.4% do not
follow any pattern for consuming pasta. 17.1% consume pasta once in a month. 10%
consume pasta once in two weeks. Rest 2% consume pasta daily.

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Does advertising impact your buying behaviour?

The following pie chart shows if advertising influence buying behaviour on food products.
Around 75% feel that advertising does affect their buying behaviour for food products. 25%
feel that advertising does not affect their buying decision over food products.

Where would you like to see advertisement of Del Monte?

The following pie chart shows where respondents would like to view Del Monte advertising.
Over 69.7% would like to view Del Monte advertising on Television over other
communication channels. 21.1% prefer word of mouth advertising followed by newspaper
and hoardings.

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Which fruit juice do you prefer using?

The following pie chart shows how many people prefer consuming Del Monte fruit juice over
other brands. Maximum consumption is for Tropicana followed by Real Juice then Minute
Maid followed by Del Monte.

Does packaging has influence on your buying behaviour?

Following pie chart shows if packaging impacts one’s buying behaviour. 82.9% feel that
packaging does impact their buying decision. Only 17.1% people feel that packaging does not
affect their buying decision.
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• This survey was conducted to understand consumer buying behaviour towards Del Monte
company and its various products.
• It is important as a marketer to understand consumer and look for target audience.
• It helps company in understanding how consumer decides about buying a product.
• Demographics such as age, gender, occupation, culture has major impact on buying
decision of consumers. Consumption pattern in terms of food may be different for males
and females. Difference in need leads to different choices of products.
• Every age has its own state of attitude and perception. Marketers need to understand these
factors to increase satisfaction level in consumers.
• From this survey we understand about brand awareness of Del Monte products. Brand
awareness is a key component. Building brand awareness can increase market share.
From the survey conducted analysis could be made that maximum people are aware about
Del Monte ketchup than other products. Brand is an identification of a product in the
minds of the consumer.
• From the survey conducted we could also understand how many people do consume any
of the Del Monte product out of the total respondents.
• Product satisfaction is a major factor as to why people like to use Del Monte product.
Another factor is non–availability of the other brand and feedback from others. Customer
satisfaction plays an important role. Highly satisfied customer will be brand loyal, will
enhance sales, will create word of mouth advertising. Dissatisfied customers on the other
hand are likely to stop purchasing.
• Group influence and review from others about a product has great influence on consumer
buying behaviour.
• Major factor that affect buying decision for food products –

o Price

Pricing is the factor that produces money and provides a signal for the success or failure of a
product at the market place. Consumers want value for many. Pricing of a product has to be
done carefully as it can make or break a product.

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o Quality

This is one of the major factors when it comes to any food product. Freshness of the product
needs to be maintained. Product should be reliable.

• Another survey question was asked on schemes preferred by the consumers. Maximum
percentage went for discounts followed by special offers and free gifts.
• We could also find out from the survey conducted which tomato ketchup is preferred over
Del Monte’s ketchup. Kissan was the most preferred one.
• Advertising has great impact on consumer buying behaviour. Out of the survey conducted
it was clear that maximum people believe in advertising as a factor to their buying
• The communication channel where they would like to see Del Monte advertising were
television followed by word of mouth, newspaper and hoardings.
• Packaging is wrapping of a product that holds important information about the product
such as manufacturing date, expiry date, ingredients, usage process etc.
• Out of the survey conducted 82.9% feel that packaging does impact their buying decision.
• Packaging consists of different elements like colour, style of packaging, printed
information on packaging etc.
• Another survey was based on the consumption pattern of pasta. This can help marketers
of pasta to tap on the target consumers.
• Maximum people respondent that they did not follow any pattern. Some people consumed
pasta once in a month.


From the above pie chart and discussion, we conclude that different factors affect buying
behaviour of consumer. Every consumer has different perception about a product. Need and
satisfaction are of different levels. Factors like advertising, packaging, discounts, brand
awareness, have major impact on consumer buying behaviour. These factors make or break a


The company should try to engage in some creative advertising and a better packaging for
their products. The company should try to create brand awareness.

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Part C

1. Application of concepts, tools, techniques and skills learnt at PIMSR.

Tools and Techniques learnt were: -

Pestel Analysis

Pestel analysis is a framework or a tool used by marketers to analyse and monitor internal and
external factors that have an impact on the organisation. The advantages of Pestel analysis
involves deeper understanding about the company. By examining the Political, Economic,
Social, Technological, Legal and Environmental.
These advantages help with the idea phase, product development, product launching, content
marketing strategies, and other factors, to increase success. The advantages of PESTLE
analysis involve being cost effective, providing a deeper understanding of business, alertness
to threats, and a method to exploit opportunities.

Swot Analysis

Swot analysis is a powerful tool for understanding a firm’s internal strengths, internal
weakness, market opportunities and external threats.

McKinsey 7s Framework

It consists of 7 elements structure, skills, strategy, system, shared values, staff, style. The
framework maps several interrelated factors that influence an organizations ability to change.

BCG Matrix

Bcg matrix helps companies to analyse their business units and product lines.

All these techniques and tools helped me during internship. These techniques helped me in
relating with the organization. I got an opportunity to understand things in a better way by
these concepts and tools.


Ansoff Matrix is a business analysis technique that provides a framework enabling growth
opportunities to be identified. The matrix shows focus on company’s present and potential
future products or areas of engagement. The matrix shows us to consider ways with four
possible product or market to grow business via existing new products or in existing new
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markets. It relates to products and markets and give companies four alternative actions when
considering marketing objectives.

Personal takeaway from the organization

During my two months period as an intern in Del Monte, I was able to understand various
factors that have contributed in the sales process of the organization. I had an opportunity to
understand sales activity and what goes hand in hand along with it.

Communication is an important factor. I have learnt to be more confident with my work. I
have learned about a company’s values and needs. I have learned how an organization works.
How the system flows. The skills to convince a retailer and understand retailers and
consumers. I even got a chance to closely observe retailers, their problems and concerns.

Team Work

We were encouraged to work together and come up with ideas that would generate revenue to
the company. Being able to work with a salesman in different areas of Navi Mumbai was
another learning. This internship taught me the importance of working as a team.


Del Monte taught me to be independent. The sales person was good and effective to a certain
extend but there were times when I had to lend a helping hand and act according to the
situation. Being able to work on my own increased my confidence.

On Field training

Most of our talent development is done on field in the FMCG industry. As I was a part of
B2C sector, so my whole time was spent on field. So, it was the analysis and feedback
received by us that resonated. We were provided with hands on experience in the FMCG

Product Knowledge

I was trained about the existing products of Del Monte along with its competitors. Provided
me with a product catalogue. I tried to understand how there was an increase and decrease of
price based on the market condition.

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Any augmentation of soft skills such as building interpersonal
Building and maintaining relationship.
It is important to relate to the team members of the organization. Seniors in the organization
helped me understand what markets expects from the company. It gave me an insight as to
how a sales department works. How the communication flows from top to bottom. This
internship also taught me how to communicate effectively with your subordinates and
seniors. It helped in building confidence. I could develop convincing skills.

Active Listening
Listening skill forms the most important part. Listening can help representatives empathize
with prospects to learn more about their business. With that knowledge they ca sell more
effectively and offer a better solution to problems. Retailers had their own sets of problems
like damages which the company must exchange.

Mention new knowledge, tools, techniques or skills that you have picked
It taught me how the overall sales process of a company works. Another learning was how to
achieve targets in that given period. I had a target of placing 200 gm ketchup in maximum
number of outlets in Navi Mumbai. Along with the targets competition mapping was also
done. The next process after competition mapping was to learn why another brand was taking
over Del Monte in the market. For example, for 200 gm Del Monte ketchup, the competitor
was Mapro. They were leading as they were offering their product at a lower price. Del
Monte has got an app in which the salesman stores orders for the day along with the quantity
and the price offered. At the end of the day this application helps in viewing total sales.

Any direction for future path

Selling is the first step towards marketing. These two months of internship was very
challenging as I had an opportunity to work on targets. It was my first experience working on
field sales. It was a good experience. I would like to take this experience futher and work in
FMCG industry.

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Del Monte Company Website - https://fieldfreshfoods.in/

Industry Analysis of FMCG Industry - https://www.ibef.org/industry/fmcg.aspx

Company Information - https://www.business-standard.com/article/management/the-del-

Swot Analysis - https://www.researchgate.net/publication/272353031_SWOT_Analysis

Ansoff Matrix - https://www.mindtools.com
Communication - https://www.ama.org/publications/MarketingNews/Pages/The-Power-of-
Porters Five Forces - https://www.researchgate.net/figure/The-Porters-Five-Forces-10-The-
Article by TheHansIndia - http://www.thehansindia.com/posts/index/Business/2016-09-
Article by Meenakshi Verma Ambwani, May 2, 2018

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1. Gender
a) Male
b) Female

2. Age
a) 20-30
b) 30-40
c) 40 & above

3. Are you aware about any of the Del Monte products?

a) Tomato Ketchup
b) Olives
c) Olive Oil
d) Fruit Juice
e) Mayonnaise
f) Pasta

4. Have you ever used any of the Del Monte products?

a) Yes
b) No

5. Any of the reason for using Del Monte product.

a) Product satisfaction
b) Feedback from others
c) Discounts
d) Non – availability of other brand

6. Which factor affects your buying decision for food products?

a) Price
b) Quality
c) Brand
d) Quantity

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e) Health Conscious

7. Which type of scheme do you prefer?

a) Discounts
b) Free Gifts
c) Special Offers
d) Exchange

8. What type of consumer are you?

a) Brand loyal
b) Brand switcher

9. What influences you to switch from one brand to another?

a) Price discounts on other brands
b) Reviews
c) Recommendation from others
d) Better options

10. Which tomato ketchup do you use?

a) Del Monte
b) Maggi
c) Kissan

11.Which brand of pasta do you prefer using?

a) Del Monte
b) Bluebird
c) Bambino
d) None

12. How often do you consume pasta?

a) Daily
b) Once in two weeks
c) Once in a month

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d) No particular pattern

13. Does advertising impact your buying behaviour?

a) Yes
b) No
14. Where would you like to see advertisement of Del Monte?
a) Television
b) Newspaper
c) Hoardings
d) Word of mouth

15. Which fruit juice do you prefer?

a) Tropicana
b) Minute Maid
c) Del Monte
d) Real Juice

16. Does packaging have influence on your buying behaviour?

a) Yes
b) No

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