SUMMER INTERNSHIP PROJECT

ON

“A STUDY ON CONSUMER BEHAVIOUR TOWARDS

ITC B-NATURAL JUICES”

SUBMITTED TO
ASIA-PACIFIC INSTITUTE OF MANAGEMENT,
NEW DELHI

IN PARTIAL FULFILLMENT OF THE

REQUIREMENTS
FOR THE AWARD OF
POST GRADUATE DIPLOMA IN MANAGEMENT

UNDER THE GUIDANCE OF

DR. RITIKA GAUBA

SUBMITTED BY
NEHA AGARWAL
STUDENT ID: 2K18GA019
PGDM BATCH: 2018-2020

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 CERTIFICATE

This is to certify that Ms. Neha Agarwal Roll number/Student ID 2K18GA019, a

student of PGDM in Asia Pacific Institute of Management, New Delhi has carried
out the summer Internship Project work presented in this report titled” Study Of
Consumer behavior towards ITC B NATURAL JUICES” for the award of Post
Graduate Diploma in Management for the Academic Batch 2018-20, under my
guidance.

(Signature)
Name of the project guide
Date:

2
 DECLARATION

I, NEHA AGARWAL hereby declare that the project work, entitled “To study the
consumer behaviour towards ITC B NATURAL JUICES” submitted towards
partial fulfilment of requirements for the award of post graduate diploma in
management is my original work and the dissertation has not formed the basis for
award of any degree, fellowship or any similar title to the best of my knowledge.

Place: SOUTH DELHI

Date:

NEHA AGARWAL
Roll no- 2K18GA019

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 PREFACE

The main objective of the project was “To study the consumer’s behaviour towards
ITC B NATURAL JUICES and take feedback and suggest improvements to increase
sales” I wanted to learn that how the distribution channel of B NATURAL JUICES in
FMCG sector works, how do they make the use of their existing distribution channel
to satisfy the customers of B NATURAL, what is the current scenario of B
NATURAL Products in Delhi-NCR, my survey area comprised of VASANT KUNJ. I
also got to know about the challenges faced by B NATURAL in various areas.

I worked in various capacities in the organization such as direct sales, observation,

surveys, interviewing consumers, taking and fulfilment of orders, returns of products,
merchandising, taking retailers feedback, making new retailers for distributors,
making new distributors for the company.
I joined ITC on 12th of April.
I was guided by my company mentor, SHRESTH ARORA, who helped me to
understand the marketing strategies adopted by the company and worked under Mr.
ARUJ SRIVASTAVA, ITC Assistant Manager, Modern Trade who guided and gave
respective orders for daily activities to be performed.
How to reach retailers, consumers as well as wholesalers, what to ask and how to ask,
how to conduct surveys.
The entire journey of my internship at ITC has helped me in a big way. It has guided
me to the future opportunities available for me and understand the market and its
dynamics.

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 ACKNOWLEDGEMENT

I would like to express my profound gratitude to all who have been instrumental in the
preparation of my project report. To begin with, I would like to thank ITC for giving
me the chance to take this internship study and allowing me to explore the various
aspects of sales and consumer’s. This knowledge will definitely prove to be beneficial
in all my future endeavours.

With great pleasure, I express my heartiest thanks to DR. RITIKA GAUBA

for giving me an opportunity to work under her guidance. He gave me the guidelines
and supported me which helped me a lot in the preparation of my project report.
I am also extremely grateful to SRESHT ARORA, (MARKETING) ITC for helping
me and providing me with the useful information.
The project could not be completed without their support and guidance. Thanking
them is a small gesture for the generosity shown.
I express my thanks to all the respondents for their support and valuable information,
which has helped me in the completion of my research work. I express my sincere
gratitude to my parents, friends and all those who have directly or indirectly inspired
and helped me to complete my project with zeal and enthusiasm.

NEHA AGARWAL
Roll no- 2K18GA019

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 EXECUTIVE SUMMARY

“TO STUDY THE CONSUMER’S BEHAVIOUR TOWARDS ITC B

NATURAL PRODUCTS”
The study was conducted to study the consumer behaviour towards ITC’s
product suggest improvements to increase sales for the company and take
retailer feedback about the suggestion and problems faced by them in sales and
distribution of ITC products offered by the company and further establish the
products it offers in the market, surrounded by such fierce competition.

In the first part of the project report, the general information about the
organization has been collected. Information is gathered by both the primary
and as well as secondary sources.
Second part of the report talks about the in-depth study of the project
undertaken. i.e. to know how consumer selects a product on the basis of their
packaging, quality, promotions and offer. Understand the consumer satisfaction
towards Amul products and problem faced by retailers in selling of ITC
products.
In this survey, analysis is done on the basis of different parameters i.e.
packaging, pricing, quality, availability etc.

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7
 TABLE OF CONTENT

CERTIFICATE FROM FACULTY GUIDE ..................................................................... II

DECLARATION ................................................................................................................. III
ACKNOWLEDGEMENT ...................................................................................................IV
ABSTRACT ................................................................................................................................... V
LIST OF TABLES ........................................................................................................... VIII
LIST OF GRAPHS...............................................................................................................XI
CHAPTER 1 – INTRODUCTION ....................................................................................... 1
1.1. Theoretical Background ............................................................................. 1
1.2. Literature review ...................................................................................... 14
1.3. Product Portfolio ...................................................................................... 16
1.4. Research Gap/s......................................................................................... 18
1.5. Research questions ................................................................................... 18
1.6. Significance of the study .......................................................................... 18
1.7. Scope of the study .................................................................................... 19
CHAPTER 2 – RESEARCH DESIGN & METHODOLOGY ........................................ 20
2.1. Objectives of the study............................................................................. 20
2.2. Research Area .......................................................................................... 20
2.3. Population & Sample ............................................................................... 20
2.4. Method of study……………………………………………………………...21
2.5. Data Collection Sources ........................................................................... 21
2.6. Measures (questionnaires) ....................................................................... 21
CHAPTER 3 – RESULTS & DISCUSSION ..................................................................... 23
3.1. Analysis & Discussion ............................................................................. 23
4 Findings…………………………………………………………………........38
4.1. Limitations ............................................................................................... 39
CHAPTER 4 – CONCLUSION .......................................................................................... 41
4.1 Conclusions ..................................................................................................... 41
4.2 Recommendations .................................................................................... 41
REFERENCES ..................................................................................................................... 44

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 APPENDICES ...................................................................................................................... 45
ANNEXURE – A - QUESTIONNAIRE FOR ITC BISCUITS ............................................ 45
ANNEXURE – B – PHOTO
GALLERY……………………………………………………......51

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COMPANY INTRODUCTION:
ITC Ltd is one of India's foremost private sector companies. ITC has a diversified presence in
Cigarettes, Hotels, Paperboards & Specialty Papers, Packaging, Agri-Business, Packaged
Foods & Confectionery, Information Technology, Branded Apparel, Personal Care,
Stationery, Safety Matches and other FMCG products. While ITC is an outstanding market
leader in its traditional businesses of Cigarettes, Hotels, Paperboards, Packaging and Agri-
Exports, it is rapidly gaining market share even in its nascent businesses of Packaged Foods
& Confectionery, Branded Apparel, Personal Care and Stationery.

ITC's wholly owned Information Technology subsidiary, ITC Infotech India Ltd, provides IT
services and solutions to leading global customers. ITC Infotech has carved a niche for itself
by addressing customer challenges through innovative IT solutions. ITC's production
facilities and hotels have won numerous national and international awards for quality,
productivity, safety and environment management systems. ITC was the first company in
India to voluntarily seek a corporate governance rating.

ITC was incorporated on August 24, 1910 under the name Imperial Tobacco Company of
India Ltd. As the company's ownership progressively Indianised, the name of the company
was changed from Imperial Tobacco Company of India Ltd to India Tobacco Company Ltd
in the year 1970 and then to I.T.C. Ltd in the year 1974. In recognition of the company's
multi-business portfolio encompassing a wide range of businesses - Cigarettes & Tobacco,
Hotels, Information Technology, Packaging, Paperboards & Specialty Papers, Agri-business,
Foods, Lifestyle Retailing, Education & Stationery and Personal Care - the full stops in the
company's name were removed effective September 18, 2001. The company now stands
rechristened ITC Ltd.

During the year first six decades of the company's existence were primarily devoted to the
growth and consolidation of the Cigarettes and Leaf Tobacco businesses, the seventies
witnessed the beginnings of a corporate transformation that would usher in momentous
changes in the life of the company. In the year 1925, the company set up Packaging &
Printing business as a strategic backward integration for ITC's Cigarettes business. It is today
India's most sophisticated packaging house.

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In the year 1975, the company launched its Hotels business with the acquisition of a hotel in
Chennai which was rechristened 'ITC-Welcomgroup Hotel Chola'. In the year 1979, they
entered the Paperboards business by promoting ITC Bhadrachalam Paperboards Ltd, which
today has become the market leader in India.

In the year 1985, the company set up Surya Tobacco Co. in Nepal as an Indo-Nepal and
British joint venture. In the year 1990, the company acquired Tribeni Tissues Ltd, a Specialty
paper manufacturing company and a major supplier of tissue paper to the cigarette industry.
The merged entity was named the Tribeni Tissues Division (TTD). In the year 1990, the
company set up the Agri Business Division for export of agri-commodities. Today, the
Division is one of India's largest exporters.

In the year 2000, the company spun off its information technology business into a wholly
owned subsidiary, ITC Infotech India Ltd, to more aggressively pursue emerging
opportunities in this area. Also, the company forayed into the Greeting, Gifting and
Stationery products business with the launch of Expressions range of greeting cards. A line of
premium range of notebooks under brand 'Paperkraft' was launched in 2002. To augment its
offering and to reach a wider student population, the popular range of notebooks was
launched under brand 'Classmate' in the year 2003.

The company also entered the Lifestyle Retailing business with the Wills Sport range of
international quality relaxed wear for men and women in the year 2000. The Wills Lifestyle
chain of exclusive stores later expanded its range to include Wills Classic formal wear (2002)
and Wills Clublife evening wear (2003). ITC also initiated a foray into the popular segment
with its men's wear brand, John Players, in 2002.

The company forayed into the Foods business to create a new driver of business growth. It
began in August 2001 with the introduction of 'Kitchens of India' ready-to-eat Indian gourmet
dishes. In 2002, the company entered the confectionery and staples segments with the launch
of the brands mint-o and Candyman confectionery and Aashirvaad atta (wheat flour). Also,
the company's philosophy of contributing to enhancing the competitiveness of the entire
value chain found yet another expression in the Safety Matches initiative. ITC now markets
popular safety matches brands like iKno, Mangaldeep, Aim, Aim Mega and Aim Metro.

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Bhadrachalam Paperboards Ltd amalgamated with the company effective March 13, 2002
and became a division of the company, Bhadrachalam Paperboards Division. In November
2002, this division merged with the company's Tribeni Tissues Division to form the
Paperboards & Specialty Papers division. In August 2002, Surya Tobacco became a
subsidiary of ITC Ltd and its name was changed to Surya Nepal Pvt Ltd (Surya Nepal).

In the year 2003, the company entered the biscuits segment with the introduction of Sunfeast.
Also, the company forayed into the marketing of Agarbattis (incense sticks) in partnership
with the cottage sector. The company's popular agarbattis brands include Spriha and
Mangaldeep across a range of fragrances like Rose, Jasmine, Bouquet, Sandalwood, Madhur,
Sambrani and Nagchampa. In the year 2004, the company acquired the paperboard
manufacturing facility of BILT Industrial Packaging Co Ltd (BIPCO), near Coimbatore,
Tamil Nadu.

In July 2005, the company introduced Essenza Di Wills, an exclusive range of fine fragrances
and bath & body care products for men and women. Inizio, the signature range under Essenza
Di Wills provides a comprehensive grooming regimen with distinct lines for men (Inizio
Homme) and women (Inizio Femme). In the year 2007, the company entered the fast growing
branded snacks category with 'Bingo!'.

The company launched 'Fiama Di Wills', a premium range of Shampoos, Shower Gels and
Soaps in September, October and December 2007 respectively. The company also launched
the 'Superia' range of Soaps and Shampoos in the mass-market segment at select markets in
October 2007 and Vivel De Wills & Vivel range of soaps in February and Vivel range of
shampoos in June 2008.

In the year 2008, the company repositioned the business as the Education and Stationery
Products Business and launched India's first environment friendly premium business paper
under the 'Paperkraft' Brand. Paperkraft entered new categories in the office consumable
segment with the launch of Textliners, Permanent Ink Markers and White Board Markers in
2009.

During the year 2009-10, the company launched new variants of 'Gold Flake' and 'Navy Cut
Filter Kings' with innovative product features, limited edition packs of 'Classic' and launch of

12
new brands like 'Flake Excel Filter' and 'Duke Filter'. The company also launched its
premium line of hand-rolled cigars in select markets under the brand name 'Armenteros'.

During the year, the company launched 'mint-o GOL' in the 'chews' category. In the
Agarbattis, the company launched a new variant, 'Fragrance of Temple', in Tamil Nadu,
under the 'Mangaldeep' brand, which delivers temple aroma. In the personal care segment, the
company launched 'Fiama Di Wills' Gel Bathing Bar. Also, they strengthened the brand
'Vivel' with the launch of the 'Milk Cream & Glycerine' bathing bar in the winter care
segment, and 'Deo Spirit' in the freshness segment.

In October 2009, the company launched the ITC Royal Gardenia, a 292 room luxury offering
in Bengaluru. It is the largest LEED (Leadership in Energy and Environmental Design)
Platinum rated hotel in the world and the first in Asia to achieve this distinction.

In the year 2011, ITC Limited proposed invest up to Rs 3,000 crore to set up a paper
manufacturing unit in Andhra Pradesh as part of its plans to double capacity over the next
five years. ITC also entered into lifestyle retailing and the stationery segments through its
premium brands Paperkraft notebooks and Wills Sport apparel range. Eventually the
company launched mass-appeal brands like Classmate:notebooks and John
Players:menswear. ITC opened first premium cigar retail store in Delhi. ITC Ltd also
acquired the entire shareholding of Russell Credit Ltd. (wholly owned subsidiary of the
Company) in Wimco Ltd. (Wimco), (i.e. 96.825% of Wimco's equity share capital).
Consequently, Wimco became a direct subsidiary of the Company with effect from
September 29, 2011.

In 2012, ITC Ltd acquired 2,26,06,065 Ordinary Shares having no par value of Technico Pty
Ltd (TPL), a company incorporated in Australia, from Russell Credit Ltd, wholly owned
subsidiary of the Company. Consequently TPL became a wholly owned Subsidiary of the
Company with effect from March 26, 2012.

In 2013 ITC Ltd has launched a social investment project, Mission Sunehrakal (MSK), in
Mysore district to conserve soil and moisture. ITC also forayed into the biscuits market with
its Sunfeast range of glucose, marie and cream biscuits. ITC Infotech becomes the 1st PTC
Authorized Training Partner in India. ITC Hotels tied up with RP Group Hotels & Resorts to

13
manage 5 hotels in India and Dubai. ITC's leading personal care brand, announced the launch
of its second edition of the signature series of the Couture Spa Range of Gel Bathing Bars.
ITC's leading personal care brand, also announced the launch of its unique Skin Nourishing
Range of Soaps - Vivel

In 2014, ITC has been voted among the top two 'Buzziest Brands' in the 'Corporate' category
by 'afaqs', one of the world's largest marketing and advertising portals. ITC's leading personal
care brand and one of India's most exciting brands introduced Love & Nourish'. ITC becomes
fastest firm to clock Rs 1,000 cr revenue in stationery market. ITC's Engage range takes
second spot in deo market by volume. ITC also replaces TCS as India's most admired
company. ITC enters e-cigarette business. ITC Hotels launches one of largest ever foreign
investments in Colombo

In 2015, ITC's paper boards and specialty papers division introduced grease-resistant paper
boards. ITC acquired 87.06% equity share capital of Classic Infrastructure & Development
Ltd. Russell Credit Ltd., a Wholly Owned subsidiary of the Company, has acquired the entire
equity share of Wills Corporation Ltd. (Wills). ITC also Launches Vivel Ayurveda Essence
in Kerala.

On 13 February 2015, ITC announced that the company has entered into Asset Purchase
Agreements with M/s. Johnson & Johnson Ltd., India & M/s. Johnson & Johnson Pte. Ltd.,
Singapore for purchase of Savlon' and Shower To Shower' trademarks and other intellectual
property, respectively, primarily for use in India.

On 23 February 2015, ITC announced that the company has been declared as the
highest/successful bidder for Park Hyatt Hotel located at 263-C Arossim, Cansaulim, Goa
along with land and built up area of the hotel together with all buildings and structures and
plant & machineries. This property of M/s. Blue Coast Hotels Ltd. was put up on sale by IFCI
Ltd. through public auction under the provisions of the Securitisation and Reconstruction of
Financial Assets and Enforcement of Security Interest Act, 2002.

On 24 March 2016, ITC announced that it has acquired the entire equity share capital of
Technico Agri Sciences Limited, India, from Technico Pty Limited, Australia for a total
consideration of Rs 121 crore. The acquisition is a related party transaction between ITC and

14
Technico Pty Limited, a wholly owned subsidiary of ITC. Technico Agri Sciences Limited is
in the agricultural bio-technology business, primarily of growing and selling of Technituber
seed potatoes and field generated seed potatoes.

On 2 April 2016, ITC announced that the company has been compelled to shut its cigarette
factories with effect from 1 April 2016 until clarity emerges in the uncertain state of the rules
on health warning on cigarette packs. On 5 May 2016, ITC announced that the Supreme
Court on 4 May 2016 passed an order transferring to the Karnataka High Court all writ
petitions pending in various courts challenging the rules prescribing 85% pictorial warnings
on packages of tobacco products. The Supreme Court observed that all parties should
endeavour to follow the rules. On 8 May 2016, ITC announced that its cigarette factories are
commencing production progressively.

ITC's Board of Directors at its meeting held on 20 May 2016 recommended issue of bonus
shares in the ratio of 1:2. On 9 October 2016, ITC announced divestment of its entire
shareholding in its wholly owned subsidiary King Maker Marketing, Inc., USA, along with
assignment of certain trademarks owned by the company for total consideration of US$24
million.

15
HISTORY

Tobacco business and early years

"ITC Limited" was incorporated under the name 'Imperial Tobacco' which was later renamed
as 'Imperial Tobacco Company of India Limited', succeeding W.D. & H.O. Wills on 24
August 1910 as a British-owned company registered in Calcutta.[6] Since the company was
largely based on agricultural resource, it ventured into partnerships in 1911 with farmers of
southern part of India for sourcing leaf tobacco. Under the company's umbrella, the 'Indian
Leaf Tobacco Development Company Limited' was formed in Guntur district of Andhra
Pradesh in 1912. The first cigarette factory of the company was set up in 1913 at Bangalore.
In 1918, leaf-buying points were created in southern India. ITC's cigarette factory
at Munger was equipped with printing facility in 1925, paving way for its first non-tobacco
business.

Though the first six decades of the Company's existence were primarily devoted to the
growth and consolidation of the cigarettes and leaf-tobacco businesses, ITC's packaging &
printing business was set up in 1925 as a strategic backward integration for ITC's cigarettes
business. It is today India's most sophisticated packaging house.[7] More factories were set up
in the following years for cigarette manufacturing across India.

In 1928, construction began for the company's headquarters, the 'Virginia House' at Calcutta.
ITC acquired Carreras Tobacco Company's factory at Kidderpore in 1935 to further
strengthen its presence. ITC helped to set up indigenous cigarette tissue-paper-making plant
in 1946 to significantly reduce the import costs and a factory for printing and packaging was
set up at Madras in 1949. The Company acquired the manufacturing business of Tobacco
Manufacturers (India) Limited and the complementary lithographic printing business of
Printers (India) Limited in 1953.

Towards Indianization and business diversification

The company was converted into a Public Limited Company on 27 October 1954. The first
step towards Indianization was taken in the same year with 6% of Indian shareholding of the
company. ITC also became the first Indian company to foray into consumer research during
this time. During 1960's, technology was given more focus with setting up of cigarette
machinery and filter-rod manufacturing facilities aimed at achieving self-sufficiency in
cigarette-making.
Ajit Narain Haskar became the company's first Indian chairman in 1969 and this was crucial
in building up the Indian management for the company. As the company's ownership
progressively Indianised, under Haskar's leadership, the name of the company was changed
from 'Imperial Tobacco Company of India Limited' to 'India Tobacco Company Limited' in
1970. ITC also became the first company in India to start phased Indianisation of capital and
the Indian shareholding of ITC grew from 6% to 25%. ITC entered into brand sponsorship for

16
various sporting events, starting from the 1971 Scissor's Cup. Innovative market campaigns
and electronic data processing were started in the 1970s.

In 1973, ITC set up its integrated research center in Bangalore, aimed at diversification and
venturing into newer businesses with research and development. With the unfolding
diversification plans, the name of the company was changed to 'I.T.C. Limted' in 1974. The
Indian shareholding grew further to 40% during this time. ITC entered into the hospitality
sector with hotel business in 1975 with the acquisition renaming of ITC Welcomgroup Hotel
Chola in Madras. ITC chose the hospitality sector for its potential to earn high levels of
foreign exchange, create tourism infrastructure and generate large scale direct and indirect
employment.

The shareholding went over 60% in 1976 and more hotels were started by the company in the
following years. ITC Sangeet Research Academy was set up at Calcutta in 1977. In 1979,
ITC entered the paperboards business by promoting ITC Bhadrachalam Paperboards Limited.
J N Sapru took over as the company's chairman in 1983 and the international expansion
started with the acquisition of Surya Nepal Private Limited in 1985. The year 1986 saw
vigorous moves from the company with opening of an Indian restaurant was in the city of
New York, acquisition and renaming of Vishvarama Hotels to ITC Hotels Limited, setting up
of two new ventures - the ITC Classic Finance Limited and ITC Agro Tech Limited under its
umbrella. ITC also entered into the edible oils industry with the launch of 'Sundrop' brand of
cooking oils in 1988. Tribeni Tissues Limited was acquired in 1990. K L Chugh assumed the
role of chairman in 1991 and ITC Global Holding Private limited was started as an
international trading company in Singapore in 1992. In 1994, all the hotels under the
company were transferred into the listed subsidiary company ITC Hotels Limited. ITC,
through the brand 'Wills', sponsored the 1996 Cricket World Cup.

Y C Deveshwar took over as the company's chairman in 1996 and the corporate governance
structure was re-crafted to support effective management of multiple businesses. ITC exited
from edible oils business and financial services; sold the ITC Classic Finance Limited to
ICICI Limited and handled the 'Sundrop' business to ConAgra Foods Limited in 1998. In the
year 2000, an innovative initiative for farmers called 'e-Choupal' was started in Madhya
Pradesh in 2000. The same year witnessed the launch of ITC's 'Wills Sport' range of casual
wear with first retail outlet in New Delhi and ITC's entry into stationery products and gifting
business introducing the 'Expressions' range of greeting cards and 'Classmate' notebooks. A
wholly owned information technology subsidiary, ITC Infotech India Limited was also
started in 2000 and the ITC Bhadrachalam Paperboards Limited was merged into ITC
Limited. The name of the company was changed to 'ITC Limited' omitting the dots and
adapting the strategy 'No stops for ITC' in 2001. Employee stock option scheme was
introduced for the first time and a web portal for the company was launched. Subsidiaries for
ITC Infotech were set up at United Kingdom and USA.

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Products and brands
Cigarettes
ITC Ltd sells 81% of the Cigarettes, Bidi in Asia, where 275 million people use tobacco
products and the total cigarette market is worth close to $11 billion (around
Rs. 757399.4[8] million)
ITC's major cigarette brands include Wills Navy Cut, Gold Flake Kings, Gold Flake Premium
lights, Gold Flake Super Star, Insignia, India Kings, Classic (Verve, Menthol, Menthol Rush,
Regular, Citric Twist, Ice Burst, Mild & Ultra Mild), 555, Silk Cut, Scissors, Capstan,
Berkeley, Bristol, Lucky Strike, Players, Flake and Duke & Royal .

Other businesses
 Foods: ITC's major food brands include Kitchens of India; Aashirvaad, B natural,
Sunfeast, Candyman, Bingo! and Yippee!. ITC is India's largest seller of branded foods
with of over Rs. 4,600 crore in 2012-13. It is present across 6 categories in the food
business including, snack foods, ready-to-eat meals, fruit juices, dairy products and
confectionery.
 Personal care products include perfumes, haircare and skincare categories. Major brands
are Fiama Di Wills, Vivel,Savlon Soap & Handwash, Essenza Di Wills, Superia and
Engage.
 Stationery: Brands include Classmate, PaperKraft and Colour Crew. Launched in 2003,
Classmate went on to become India's largest notebook brand in 2007.
 Safety Matches and Agarbattis: Ship, i Kno and Aim brands of safety matches and
the Mangaldeep brand of agarbattis (Incense Sticks).
 Hotels: ITC's Hotels division (under brands including WelcomHotel) is India's second-
largest hotel chain with over 90 hotels throughout India. ITC is also the
exclusive franchisee in India of two brands owned by Sheraton International Inc. Brands
in the hospitality sector owned and operated by its subsidiaries include Fortune Park
Hotels and WelcomHeritage Hotels.
 Paperboard: Products such as specialty paper, graphic and other paper are sold under the
ITC brand by the ITC Paperboards and Specialty Papers Division like Classmate product
of ITC well known for their quality .
 Packaging and Printing: ITC's Packaging and Printing division operates manufacturing
facilities at Haridwar and Chennai and services domestic and export markets.
 Information Technology: ITC operates through its fully owned subsidiary ITC Infotech
India Limited.

18
 SOME OF THE PRODUCT OF ITC ARE:

 Cigarettes- Insignia, India Kings Classic, Gold Flake, Silk Cut, Navy Cut, Scissors, Capstan,
Berkeley, Bristol and Flake.

 Processed Foods - Kitchens of India, Aashirvaad, Sunfeast, Mint - O, Candyman, and Bingo

 Lifestyle Retailing - Wills Lifestyle, John Players, and Miss Players

 Personal Care - Essenza Di Wills, Fiama Di Wills, Vivel Di Wills, Vivel, and Superia

 Greeting, Gifting, and Stationary - Paper Kraft, Classmate, and Expressions

 Safety Matches - IKno, Mangaldeep, VaxLit, Delite, and Aim

 Incense Sticks - Mangaldeep

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1.1 LITERATURE REVIEW

 By Stephen Daniells, 07-Oct-2008-journal of IMS vol 5 no.1, Jan-June 2008

2 Colour and flavour rule consumer preferences: Study - The intensity of colour and the
flavour are the key drivers behind consumer acceptance of beverages, says a new study
involving DANONE. But packaging and labelling are not as important for winning over
consumers, according to findings published in the journal Food Quality and Preference, the
study involved consumers at different stages of development and highlights the importance
of adopting a “sensory marketing approach,” said the researchers from French research
organisation Adriant, the University of Rennes 1, DANONE R&D, and Institute Paul
Bocuse. “Companies need to continuously innovate to maintain market leadership,” wrote
the researchers. “When the market is overloaded the challenge consists in creating
innovative products able to attract and satisfy consumers.” “This experiment showed the
feasibility of the proposed multi-sensory design method based on mixed qualitative and
quantitative approaches.” The study also demonstrates the importance of flavour and colour
selection for new products. The global flavours market has been valued at some US$18bn
in 2006 (Business Insights). Meanwhile, the value of the international colourings market
was estimated at around $1.15bn in 2007 (€731m), up 2.5 percent from $1.07bn (680m) in
2004, according to Leatherhead Food International (LFI). Natural colours now make up 31
percent of the colourings market, compared with 40 percent for synthetics, according to
LFI.

 According to Himanshu’s (2018) report “A study on consumer buyning behaviour towards

Sunfeast Yippee”, customer subconscious mind plays an important role while buying goods
and services. So, to get brand loyalty, one should target customers to set deep emotional
attachment with their product. Nestle Maggi is a great example of that strategy, people
know if they want to have noodles, they will automatically get the yellow pack, without
thinking twice. Which no other brand is able to achieve yet in noodles market.

 According to Mittal and Kamakura (2001) also address the link between satisfaction and
repurchase behaviour. findings indicate that despite identical rating on satisfaction, due to
respondent characteristics such as age, education, marital status, sex and area of residence,
a significant difference was observed in repurchase behaviour. Over the past decade,
retailers use manufacturer brands to generate consumer interest, patronage, and loyalty in

20
 a store.

 Jegan, A. And Dr. Sudalaiyandi, S. (2013) A study on consumer buying behaviour

Towards various types of Sunfeast (ITC) biscuits in Kovilpatti is conducted to know the
Consumers’ preferable taste, awareness about various brands, about the choice and their
Frequency of preference, the satisfaction of Sunfeast Biscuit. The result of the study shows
that Sunfeast biscuits have a good market share in Kovilpatti city.

 Kovilpatti city. Brosekhan Abdul et. Al, the study explores that the importance of various
factors including lifestyle and its impact on consumer buying behaviour. It describes the
dominant, positivistic consumer perspectives. This discussion surrounds the issues of
fundamental assumptions and techniques of analysis of various alternative modes.

 Schiffman, L.G. and Kanuk, L - explain the meaning of “consumer behaviour” as the
behaviour that consumer behave in the form of acquiring, buying, using, evaluating, or
consuming product, service, and idea to fulfil own need, and be the study of the decision
making of consumer in spending resources, both money, time and power for consumer
products and services that included

o what to buy,

o why to buy,

o how to buy,

o when to buy,

o where to buy, and

o how often to buy.

21
B NATURAL STORY

To provide an authentic fruit experience to consumers, our fruit are made with 100% Indian
Fruit and 0% Concentrate. The process of developing B Natural fruit beverages does not
involve the additional step of concentration, which involves heating of juice/pulp to remove
water content, which may lead to loss of nutrients, in the form of antioxidants, like Vitamin
C. We extend our support to local Indian farmers and help in preventing wastage of fruit, by
sourcing 100% of our produce from them.

When looking for authentic fruit nutrition, turn to B Natural Fruit beverages, made with
100% Indian Fruit and 0% Concentrate. The entire range is crafted from Indian fruits sourced
through local Indian farmers, from all across the country. We ensure that our consumers are
able to taste the fruit of hard work and dedication put in by these farmers through our B
Natural packs. This is why the process of developing B Natural fruit beverages does not
involve the additional step of concentration, which involves heating of juice/pulp to remove
water content, which may lead to loss of nutrients, in the form of antioxidants, like Vitamin
C.

22
RESEARCH GAP:

In my day to day work on the field I was assigned to visit retail shops of various localities
like Vasant Kunj and engage in taking orders, adding new shops to the ITC’s list, getting
Informations on distributors of FMCG competitors.

I have prepared a questionnaire which I fill personally by asking questions to the costumer’s I
met on the respective location’s. In these processes few problems were faced like busy
customers, some weren’t interested in talking for required time.

In my visits to various school to Visit their canteens to place B NATURAL juices, I wasn’t
allowed to enter few schools because I wasn’t provided a ID card by the ITC, few schools
were closed due to end of exams and summer vacations and also up to some point because of
the incidents that are taking place in NCR region i.e., for the safety of children.

23
SCOPE OF THE STUDY:

The study can be used to understand the grievances and problems faced by the consumer’s
while consuming ITC products and how to work on it.

My study is restricted to BIG BAAZAR, AMBIENCE MAL VASANT KUNJ. The whole
study and analysis is done to measure the level of satisfaction and expectations of consumers
from ITC products and the company and to find the factors and attributes that affect the
satisfaction level.

24
RESEARCH QUESTION

These are the following questions that can be assigned with the main objectives of this research
report:

 Who buys ITC B NATURAL Juice and what are the reasons?
 What is Product Positioning among consumers?
 What need or function does ITC B NATURAL serve?
 Help to figure out best possible sales strategies for Modern Trade Outlet.

25
SIGNIFICANCE OF THE STUDY

A consumer preference survey is a very important tool that can provide benefits for businesses
of every size. Surveys can assist business decision-makers in developing strategies to achieve
the all-important goal of gaining and retaining customers. Results can play a key role in
identifying areas of the business that require corrective action and improvement. Surveys can
also identify areas that can be leveraged to achieve business growth and expansion.

The study of Consumer awareness and preference helps an organization optimize the
understanding of customer changing trends and to gain acceptance. Utilizing a professionally
designed and administered customer feedback survey can:

 Measure consumer preference levels.

 Improve customer retention.
 Gauge interest in new products and service offerings.
 Pinpoint areas for process improvement.
 Get actionable feedback at an affordable price

26
RESEARCH QUESTION

These are the following questions that can be assigned with the main objectives of this research
report:

 Who buys ITC B NATURAL Juice and what are the reasons?
 What is Product Positioning among consumers?
 What need or function does ITC B NATURAL serve?
 Help to figure out best possible sales strategies for Modern Trade Outlet.

27
CHAPTER.2- RESEARCH DESIGN AND METHODOLOGY:

RESEARCH METHODOLOGY:
The most important function of management in an organisation is to take correct
decision, minimizing the risk and uncertainty through rational and scientific decision making.
Better and fruitful decision comes from the right information about the consumers, retailers,
competitors and others. Marketing research is usually conducted to achieve the following
objectives:

1. To know about the person why buy the firm’s products.

2. To find out the impact of the promotional effort
3. To know about consumer and retailer’s response.
4. To forecast sales.

Research implies the study & exploring knowledge to get the new ideas. Research
methodology is a way of solving the research problem systematically. Research Method
& Research Methodology, these are two different but related terms. Research Method is
a part of Research methodology. The research design depends upon some common design
questions like what to study, why to study, where to study; what type of data is required.
The need is to follow the systematic step-by-step approach to solve a research problem.

28
OBJECTIVES OF THE STUDY:

PRIMARY OBJECTIVE:

To study the consumers behavior towards B natural juices.

SECONDARY OBJECTIVE:

-To suggest ways for the distributor’s salesman for the way of presentation to the retailer’s
while Visiting the shops.
-To increase the reach of ITC’s products by increasing distributors, APO’s, increasing the no.
of Shops, placing products at the school canteens.

29
HYPOTHESIS OF THE STUDY:

Hypothesis is usually concerned as the prime research instrument. It helps to suggest new
Findings & Experimental observations. Hypothesis testing can help the decision makers of
Society & organization to get the real scenario of problem & corresponding probable
solutions
So that they can take an appropriate decision. Below are the hypothesis taken for the
Research:

 To check whether they are satisfied with the price.

 To check whether they are satisfied with the quality of products.
 To check whether they are satisfied with the packaging of the products.
 To check the availability of the products demanded.
 To check whether the products are healthy.

30
RESEARCH AREA:

The incessant development of sales strategies for product placement always predisposes
customers to their new level of satisfaction. Gaining customer satisfaction is one of the key
factors that help ITC remain competitive and sustainable and retaining its customers.
Therefore, measuring customer satisfaction is a perpetual topic conducted by many researchers
from time to time. This empirical study is basically to provide sales strategies for ITC biscuits
at modern trade outlet in New Delhi region.

POPULATION AND SAMPLE:

With over 60% of the population in Delhi being youth according to a survey, the potential
target market for the company is huge. The primary data however will be collected in the form
of a questionnaire, which will be directly given by the customers first hand. A primary source
is a source of information, which is gathered at the time of study directly from the information
provider. In this research study the direct stakeholders of survey are the customers. They are
the primary source for this study. The process will include interviewing approximately 100
customers which will be our sample size for gathering the primary data for this study. Data will
be gathered by interviewing and observing variety of customers directly or through calling
them directly. The geographic reach of the population however will be limited to Delhi-NCR
only.

31
MEASURES:

There are primarily two types of measures that will be considered in this research:

1. Interview Method - Interview technique is used to gather the information directly

From consumers by asking them some suitable questions. With this I will try to collect
Several facts from consumers by interacting with them either through structured way
Or unstructured way. This involves one to one interaction between the interviewers
And the interviewee.

2. Questionnaire Method-
Questionnaire is a list of questions related to the research
problem. The questionnaire consists of a series of questions related to Product and
Service quality and will be taken into consideration while asking the questions.

3. Personal observation

32
SOURCES OF DATA:

1. Primary Data
Primary data is collected directly from the consumers, which is the Questionnaire and
personal interaction with the respondents.

2. Secondary data
Secondary Data sources: Secondary data is collected from many sources like research
papers, books, newspapers, company’s report, and magazines.

33
RESEARCH AREA

The incessant development of sales strategies for product placement always predisposes
customers to their new level of satisfaction. Gaining customer satisfaction is one of the key
factors that help ITC remain competitive and sustainable and retaining its customers.
Therefore, measuring customer satisfaction is a perpetual topic conducted by many researchers
from time to time. This empirical study is basically to provide sales strategies for ITC juices at
modern trade outlet in New Delhi region.

34
SURVEY QUESTIONS

NAME

1. Gender?
A- Male B- Female

2 .Your Age group?

A- Below 18 Years
B- 19 - 30 Years
C- 31 - 40 Years
D- 41 - 50 Years

3.Do you use B NATURAL juices?

A-yes B-no

4. Are you satisfied with the pricing of B NATURA juices?

A-yes B- no

5. How often do you use B NATURAL juices?

A-regularly B- alternate day’s C- weekly D- monthly

6. Which flavour do you use?

A- Ratnagiri Alphonso
B- Dakshin Pink Guava
C- Himalayan Mixed Fruit
D- Pomegranate

35
E- Watermelon
F- Pineapple
G- Litchi
H- Cloudy Apple

7. Are you satisfied with the quality of the products?

A- Yes B-no

8. Do you think B NATURAL Juices are healthy?

A- Yes B- no

9. What do u think on which area ITC B NATURAL juices should work

on?
A- Quality B-distribution C-packaging D-pricing

10. Are you satisfied with the packaging of B NATURAL juices?

a- yes b-no

12.Which brand you prefer the most?

a- TROPICANA
b- REAL
c- B NATURAL

13. how much do you spend weekly on B NATURAL products?

A- 0-500
B- 500-1000
C- 1000- 1500

36
 D- above 1500

14. How do you rate B NATURAL JUICES on these factors?

ATTRIBUTES POOR AVERAGE GOOD EXCELLENT

Taste
Availability
Discounts &
offers

37
CHAPTER.2- RESULTS AND DISCUSSIONS:

ANALYSIS AND DISCUSSIONS

PESTLE ANALYSIS

Political Factors that Impact ITC Limited: India First

- Changing policies with new government – We can make an inference after reading the ITC
Limited: India First that there can be a transition of government in near future in most
prominent market. Itc Bat has to prepare for this eventuality as it can lead to change of
priorities for the sector.

- Taxation policies – Over the last two decades Itc Bat has benefitted from lower taxation
policies throughout the western hemisphere. It has resulted in high profits and increasing
spending in the research and development. In the second half J Ramachandran, K S
Manikandan believe that it can change

- Political stability in the existing markets – Itc Bat operates in numerous countries so it has
to make policies each country based on the Leadership & Managing People industry specific
requirements. Given the recent rise in populism across the world I believe that Itc Bat can see
similar trends and may lead to greater instability in its existing markets.

- Other stakeholders such as non-government organizations, protest & pressure groups,

activist movements play critical role in policy making in Leadership & Managing People. Itc
Bat should closely collaborate with these organizations so that it can contribute better to the
community goals as well as with corporate goals.

- Importance of local governments in Leadership & Managing People – Local government

plays an integral role in policy setting and business environment regulations in the sector. Itc
Bat should closely monitor and lobby these changes.

- Based on data it seems that Itc Bat has come under increasing global pressures to adhere to
international regulations.

38
Economic Factors that Impact "ITC Limited: India First" PESTEL Analysis

- Government intervention in the Leadership & Managing People sector can impact the
fortunes of the Itc Bat and its competitors.

- Economic Performance of Itc Bat – I believe the economic performance of the markets that
the firm is present in - grow above 9-10% because of increasing government expenditure,
increasing disposable income, and increasing investment into the sector.

- Increasing liberalization of trade policy can help Itc Bat to invest further into the regions
which are so far offlimits to the firm.

- Downward pressure on consumer spending – Even though the consumer disposable income
has remain stable, the growing inequality in the society will negatively impact consumer
sentiment and thus impact consumer spending behavior.

- Exchange rate – Based on the data in ITC Limited: India First , the volatile exchange rate
can impact Itc Bat investment plans not only in the short term but also in the long run.

- Skill level of workforce the present market – Itc Bat can leverage good skill level of
employees in the present market to not only improve services in Leadership & Managing
People but also leverage those skills to create global opportunities.

39
Social Factors that Impact ITC Limited: India First Case Study Solution

- Demographics – For the Leadership & Managing People sector, Itc Bat has demographics
on its side.

- Power structure – There is an increasing trend of income inequality in Itc Bat's most
prominent market. This has altered the power structure that has been persistent in the society
for over last 6-7 decades.

- Migration – The broader attitude towards migration is negative in the market Itc Bat is
present. This can impact Itc Bat ability to bring international talent to manage operations in
the country.

- Gender roles – The gender roles are evolving in the country. Itc Bat can test various
concepts to cater to and support these evolving gender roles in the local market

- Media outlets play a critical role in influencing the public opinion. Both traditional media
and social media are rapidly growing, Itc Bat can leverage this trend to build efficient
marketing network.

- Attitude towards health and safety – With increasing liberalization the attitude towards
health and safety are getting lax. Itc Bat needs to stay away from these attitudes as the cost of
failure is too high.

40
Technological Factors that Impact ITC Limited: India First PESTEL Analysis

- Latest technology based innovations implemented by competitors of Itc Bat – This can
provide a good insight into what the competitors are thinking and where Leadership &
Managing People industry business model future is.

- Research and development investment at both macro level and micro level in Leadership &
Managing People is increasing. It can lead to industrywide disruption through innovation of
new products & services.

- Maturity of technology – Based on data in ITC Limited: India First case study, the
technology in the sector is still at nascent stage and most players are vying for new
innovations that can enable them to garner higher market share.

- Lowering cost of production – The latest technology is fast lowering production and
servicing cost in the Leadership & Managing People sector. Itc Bat has to restructure its
supply chain to bring in more flexibility to meet both customer needs and cost structures.

- 5G and its potential – Itc Bat has to keep a close eye on the development and enhancement
of user experience with increasing speed and access. This can completely transform the
customer user experience in the Leadership & Managing People industry.

- Technological innovation is fast disrupting the supply chain model of Itc Bat as it is
providing greater access to information to channel partners, leading to higher profit sharing.

41
Environmental Factors that Impact ITC Limited: India First PESTEL Analysis

- Waste management especially for units close to the urban cities has taken increasing
importance for players such as Itc Bat. Government are fast coming up with strict norms for
waste management in the urban areas.

- Renewable technology is also another interesting area for Itc Bat. It can leverage the trends
in this sector. Many governments are providing subsidies to invest in the renewable sector.

- Environmental norms are also altering the priorities of product innovation. In many cases
products are designed based on environmental standards and expectations rather than catering
to traditional value propositions.

- Paris Climate Agreement has put real targets for the national governments. This can result
in greater scrutiny of environmental standards for Itc Bat in both developed and emerging
markets.

- Regular scrutiny by environmental agencies is also adding to the cost of operations of the
Itc Bat.

- Customer activism – Greater awareness among customers have also put environmental
factors at the center of Itc Bat strategy. Customers expects Itc Bat to adhere to not only legal
standards but also to exceed them to become responsible stakeholder in the community.

42
Legal Factors that Impact ITC Limited: India First PESTEL Analysis

- Data protection laws – Over the last decade data protection has emerged as critical part of
not only privacy issues but also intellectual property rights. Itc Bat has to consider whether
the country have a robust legal and technological mechanism to protect against data breaches
or not.

- Legal protection of intellectual property, patents, copyrights, and other IPR rights in various
countries. How Itc Bat will be impacted if there is not enough protection.

- Health and safety norms in the the country and what Itc Bat needs to do to meet those norms
and what will be the cost of meeting those norms.

- Business Laws – The business laws procedure that government follows. Are these norms
consistent with international institutions such as World Trading Organization, European
Union etc.

- Employment law in the country and how they are impacting the business model of the
Leadership & Managing People sector. Can these conditions be replicated or bettered in
international market?

- Time take for business cases in court – some countries even though follow international
norms but the time for resolution often run in years. Itc Bat has to carefully consider average
time of specific cases before entering an international market.

43
SWOT ANALYSIS

Strengths in the SWOT Analysis of ITC :

Portfolio of Business: ITC has 6 strong and diverse businesses under its name which boasts its
total revenue and allows ITC to innovate and explore other business opportunities.

Strong Brands in various businesses: ITC is a strong house of brands with most of
its products leading the segments in which they operate. ITC owns some of the most popular
cigarette brands like gold flake and Classic. It also owns Sunfeast, which is amongst the top
selling biscuits in India. Similarly, Aashirvaad, Yippee!, Engage, John Players and Bingo are
also amongst the market leader in their respective categories. ITC’s hotel and property
businesses are also doing well.

With a portfolio like this, ITC has become one of the most powerful conglomerates in India
and is admired all over the world.

Effective Social Business Initiatives: ITC has developed a triple-bottom-line strategythrough

which concentrates on developing the nation’s economic, social and environmental capital.
ITC has brought in initiatives like E-Choupal, Choupal Pradarshan Khet (CPK) which benefits
the people at the grass root level, i.e. farmers. These initiatives have also helped ITC to improve
its corporate image from a traditional tobacco manufacturer.

Inter and Intra-divisional Synergy: ITC has successfully utilised the strengths of existing
business to foray into a newer products or categories. ITC leveraged the strong distribution
system of cigarette brands to create a channel for its FMCG products. Furthermore, ITC
leveraged the knowledge of food and bakery items from its hotel business to enter into
Packaged Food category.

44
Weaknesses in the SWOT Analysis of ITC :
High Proportion of revenues from Tobacco products: ITC has been continuously making
efforts to divert the FMCG business from over dependence on tobacco products and have been
successful in doing so to an extent. But, tobacco products remain to be the major source of the
revenue contributing more than 60% of the total revenue from FMCG businesses.

Association with Tobacco Products affects the image: ITC has made a lot of efforts to
improve its corporate image but the fact that ITC has many tobacco products in its portfolio
impacts its corporate image.

An increase in Tax on Tobacco affects revenue: Due to the increase in taxation on tobacco
products, the prices and hence revenues get affected.

45
Opportunities in the SWOT analysis of ITC
Strategic Acquisitions: ITC should continue making the strategic acquisition like they have
done in the past by acquiring Savlon from Johnson & Johnson and B Natural from Balan natural
Foods. Keeping in mind that the product fits into the existing distribution network, ITC can
look to increase its portfolio of products and expand its Non-Tobacco FMCG business and
thereby strengthening the base of revenue.

Growth in Purchasing power and improving lifestyle: ITC should tap on the increasing
purchasing power and improving the lifestyle of customers in India. This could help in
increasing revenue for all its businesses.

Growing Personal Hygiene as well as Food processing Industry in India: ITC should utilise
its distribution channel in Personal Hygiene and Food Processing Industry to capitalise on the
growth in the categories and hence increase revenue.

Tap opportunities created in the Rural Market: The growing rural market in India and other
emerging nations create huge opportunities to improve the bottom-line of the company.

46
Threats in the SWOT Analysis of ITC :
Intensifying Competition in FMCG businesses: ITC faces intense competition in its FMCG
business from large MNCs like HUL and P&G and Indian FMCGs like Patanjaliand Dabur.
This limits the market share for ITC.

Strict Regulations and Increasing Taxation in Cigarette Business: The Tobacco and
Cigarette Industry in India continue to be targeted by strict government regulations and taxation
system. This possesses a threat to the highly profitable Cigarette business of ITC.

Increasing awareness on health: There has been an increase in the health consciousness
which has resulted in the decrease in demand for tobacco products in India. Also, anti-smoking
campaigns throughout the country affect the sales of cigarettes.

47
RESULTS:

NAMES
56 responses

 76.8% of consumers are 19-30 Years of age

 8.9% of consumers are 31-40 Years of age
 10.7% of consumers are 41-50 Years of age
 3.6% of consumers are below 18 Years of age

48
 50.9% of consumers are female.
 49.1% of consumers are male.

49
 87.5% of consumers have tried the juice.
 12.5% of consumers have not tried the juice.

50
 69.6% of the consumers are satisfied with pricing of product.
 30.4% of the consumers are not satisfied with pricing of product.

51
 49.1% of consumers use the juices monthly.
 18.2% of consumers use the juices weekly.
 16.4% of consumers use the juices regularly.
 16.4% of consumers use the juices alternative day’s.

52
 26.8% of the consumer liked Ratnagiri Alphonso
 17.9% of the consumer liked Litchi
 16.1% of the consumer liked Dakshin Pink Guava
 10.7% of the consumer liked Himalayan Mixed Fruit
 10.7% of the consumer liked Pomegranate

53
 82.1% of consumers are satisfied with the quality of the product.
 17.9% of consumers are not satisfied with the quality of the product.

54
 78.6% of the consumers think that the B natural juices are healthy.
 21.4% of the consumers think that the B natural juices are healthy.

55
 41.1% of the consumers think that the juices should work on quality.
 21.4% of the consumers think that the juices should work on Packaging.
 19.6% of the consumers think that the juices should work on distribution.
 17.9% of the consumers think that the juices should work on pricing.

56
 42.9% of the consumer prefers B natural juices.
 37.5% of the consumer prefers Tropicana.
 19.6% of the consumer prefers Real.

57
 62.5% of the consumers spend 0-500.
 26.8% of the consumers spend 500-1000.

58
 On the factor of attributes GOOD is marked the most followed by
AVERAGE.
 On the factor of taste GOOD is marked the most followed by
EXCELLENT.
 On the factor of availability GOOD and AVERAGE are marked equally
the most.
 On the factor of discount and offers GOOD is marked the most followed
by AVERAGE.

59
LIMITATIONS:

 In the research process few problems were faced like some weren’t interested in
talking, few hesitated to answer some questions like margins and income.

 In my visits to various school to Visit their canteens to place B NATURAL , I wasn’t

allowed to enter few schools because I wasn’t provided a ID card by the company,
few schools were closed due to end of exams and summer vacations and also up to
some point because of the incidents that are taking place in NCR region i.e., for the
safety of children.

 As a student if we see, the financial costs are too high for us during the whole
duration of the survey.

 Data provided by respondents may be wrong or biased.

60
SUGGESTIONS FOR FUTURE RESEARCH:

In my research the main focus is on the consumer’s perception or behaviour towards ITC
products, so the future research can be done among its competitor brands like REAL,
TROPICANA etc. and also comparative studies can be done on consumers behaviour for
different brands in the market.

The future researchers can conduct a study on how to improve the packaging of the
product and pricing strategies for the retailers because it is one of the important factor on
which the retailer is selling its products.
So, company should concentrate on the improvement of pricing and packaging strategies to
keep up with the competition.

61
CONCLUSION:

Majority of the consumers are satisfied with the ITC products because of its good quality and
easy availability.
The organization wants to expand its business; hence the company has decided to conduct a
survey to identify the real expectation of the consumers of ITC products. The identified
variables are price, quality, availability and packaging. Random sampling method procedure
and suitable statically tools will be applied for the study.
In the survey data has been collected from AMBIENCE MALL, VASANT KUNJ , locality
of South Delhi.
There are total 60 respondents from the consumer of ITC products. The study will show that
the consumers were not satisfied with the prices and packaging provided by ITC on its
products. The consumers were happy with the product availability and the quality of the
products.

62
 RECOMMENDATIONS

 To increase B naturals sales, more schemes like Seasonal Schemes and other schemes can
be given to the consumers.

 The company should make hindrance free arrangement for its customers/retailers to make any
feedback or suggestions as and when they feel.

 Perform a detail demand survey at regular interval to know about the unique needs and
requirements of the customer.

 The company must be aware of and keep at least the latest knowledge of its primary competitors
in market and try to make a perfect anticipated effort to meet the same

 The company should also use time to time some more and new attractive system of word of
mouth advertisement to keep alive the general awareness in the whole market as a whole.

 The company should undertake promotional activities to increase awareness and brand
preference and also to gain market share.

63
 REFERENCES

 Daniels, Stephen. (2008). Colour and flavor rule consumer preferences: Study

 Mittal, Vikas. & Kamakura, Wagner A. (2001). Satisfaction, Repurchase Intent, and
Repurchase Behavior: Investigating the Moderating Effect of Customer
Chracteristics.

 Jegan, A. & Dr.Sudalaiyandi, S. (2013). A study on consumer behavior towards

various types of ITC B natural juices in Kovilpatti.

 Brosekhan Abdul et. Al, (2016). Consumer Buying Behavior.

 ITC website, company’s information, https://www.itcportal.com/about-

itc/index.aspx, 19th January 2019

 Area Executive reports, 22nd January 2019

64