Académique Documents
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Project Report
On
At
Submitted to
On
By
Batch 2012-14
i
Declaration
The project report entitled “Customer Satisfaction Level Towards Brand GOPAL
NAMKEEN” has been submitted to Gujarat Technological University, Ahmedabad in partial
fulfillment for the award of degree of Master of Business Administration. I the under signed here
by declare that this report has been completed by me under the guidance of “Mentor Maulik
Patel (Marketing Manager,Ahmedabad)” and Assi. Prof. Rakesh Sarvaiya (Faculty
Member, Shayona Institute of Business Management, Ahmedabad)
The report is entirely the result of my own efforts and has not been submitted either in part or
whole to any other institute or university for any degree.
ii
Certificate
This is to certify that the project titled “CUSTOMER SATISFACTION LEVEL TOWARDS
THE BRAND GOPAL NAMKEEN” is a work done by (Rajpurohit Digvijay Singh) of
Shayona Institute of Business Management (SIBM). The student has successfully completed
this project under my guidance.
I am sure that the experience gained during the project work will enable him to take similar
challenging projects in future.
Place: Ahmedabad
Dr. B. K. Nirmal
iii
PREFACE
As per the syllabus of GTU training in M.B.A and a general report is essential. The training
plays a vital role in helping the trainee, obtained the lasted managerial information. By visiting
such units, we come to know about the working strategies and the working conditions of each
staff/department in the organization.
Practical knowledge plays a vital role in MBA, no value of theatrical knowledge without
practical knowledge. As a part of MBA got for practical knowledge by having an industrial visit
in GOPAL SNACKS PVT, LTD. And I am very improving by this project.
This project report, which is based on industrial training, gives the MBA students a through
preparation for future theoretical as well as practical application.
This training has been undergone at GOPAL SNACKS PVT LTD for the knowledge of
practical study of unit.
iv
ACKNOWLEDGEMENT
Many people contribute something or the others, and thus play a significant role in laying the
foundation of an effective project that is capable of achieving its purpose. Therefore, we would
like to take this opportunity to thank all those people who have helped us in preparation of this
project, guiding us towards the achievement of its purpose.
I would like to thanks Mr. Maulik Patel (Marketing Manager,Ahmedabad) Gopal Namkeen.
Ahmedabad for their continuous support, suggestions and helping me all the time during my
project. A special thanks to all members of Gopal Namkeen Limited. Ahmedabad office for
always ready to listen and advise to me.
I am also greatly indebted to my internal college guide Asst. Prof. Rakesh Sarvaiya who is
always there to guide me in the project. And I am grateful to him. He always shared his ideas
with me. He is extremely co-operative, and helped me in all the possible ways.
I would also like to thank Director of our Institute Dr. B.K Nirmal and all the faculties of SIBM
who gave us their valuable time, which inspired us to make the project sound and easy.
Finally I would also like to say thanks to our classmates who helped us in every possible way by
reviews and in project they have offered suggestions, identified challenges and shared ideas to
make this project better.
v
EXECUTIVE SUMMARY
The present FMCG industry is highly influenced by snack food industry. Snack food industry
have 25% of growth out of it namkeen play a vital role and Gopal Namkeen pvt. Ltd. enjoy
highest market share of wafers and namkeen in Gujarat.
With a view to evaluate & study, the market research and potential of the customers and to know
the preferences of consumers, a survey was conducted in the town of AHMEDABAD to find out
the relationship between Gopal Namkeen and customers.
Survey is conducted for the customers of Gopal Namkeen for knowing the services of gopal. So
project was mainly focused to know the exact market situation of the product and knowing the
service level which is provided by the gopal to their customers. The town of ahmedabad is quite
a lucrative market for snack food because, the people of the town are highly taste conscious &
are always ready to try out new varieties of food products and food-items
The main objective of conducting this survey was to find out relationship of company and
customers. And to know the expectations of services from the customers & to know who are the
major competitors in the market of namkeens.
vi
TABLE OF CONTENTS
PREFACE IV
ACKNOWLEGEMENT V
EXECUTIVE SUMMARY VI
1 RESEARCH METHODOLOGY 9-13
2 INTRODUCTION TO THE INDUSTRY 14-16
About Major players 17-22
3 LITERATURE REVIEW 23-29
4 INTRODUCTION TO THE COMPANY 30
About Gopal 30-34
Executive Management Team 35-36
Product overview 37-44
Porter’s five force analysis 45-46
5 INTRODUCTION TO THE TOPIC 61
Introduction 62-65
Brand Equity 65-68
Brand identity 69-71
6 ANALYSIS 72-92
7 FINDINGS 93-95
8 CONLUSION AND RECOMMENDATION 96-100
9 BIBLOGRAPHY 101-103
1 ANNEXURE 104
9.1 Questionnaire 104-108
7
LIST OF GRAPHS
3 If yes; then which of the following products have you purchased? 75-76
6 Rank the factors that influence you the most for the purchase of the gopal 79-81
namkeen ? (chart-6A,6B,6C,6D,6E,6F)
7 Are you aware of this products available in market ? (7A,7B,7C) 82-84
12 Age : 90
13 Gender : 91
14 Income : 92
8
CHAPTER-1
INTRODUCTION TO RESEARCH
9
RESEARCH METHODOLOGY
“To understand Customer Satisfaction Level from the viewpoint of customer preferences
in snacks industry”
Problem Definition
Management Problem
“As it is a snacks industry the company wants to know whether the brand is succeeded to make
their satisfaction level among peoples by adopting different promotional activities to build up
their brand in market.”
OBJECTIVES:
1. To identify the satisfaction level and preference of customer for the Different brand in the
market.
2. To get insights into customer satisfaction exercise from the viewpoint of customers of
snacks industry.
3. The factors that affecting the customers at the time of purchasing namkeen.
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SCOPE OF THE STUDY
In today’s scenario the snacks market is the market which has too much pottential. Snacks is now
a days used very commonly. But there are many players & huge competition in snacks
industries. So it is very important to set competitive strategies to beat the competitors, where
Marketing plays a vital role. So it is essential to study the effectiveness of promotional activities
& to adopt the same to increase the Sales & beat the competitors.
The study has covered customers of Ahmedabad city. This topic has helped to know the
satisfaction level, Quality, Awareness level & brand image of the company through the
respondents. It will help the company to know the factors that influence customers to purchase
the namkeen who are the main media for the whole Industry.
RESEARCH DESIGN:
“Descriptive” research design is used in the study. Result is quantified to know the preference
DATA SOURCES:
Secondary Data: - Collected through company web-site, Journals and Literature Reviews.
FIELD WORK:
11
SAMPLING:-
A) Universe:- customers
B) Sample unit:- customers of snacks industry in Ahmedabad.
C) Sample size:- We have taken a sample of 400 customers of Gopal Namkeen food
products.
Confidence: 5
Population: 12000
n= t² x p(1-p)
m²
Description:
DATA ANALYSIS
By using SPSS software, Tables and graphs are prepared to show frequency distribution
Statistical tools
12
LIMITATION OF THE STUDY
The sample was chosen randomly which might not be the actual representatives of the
total population, due to which there may be an error.
Information is partially based on secondary data & hence authenticity of the study can be
visualized & is measurable.
13
CHAPTER-2
14
INTRODUCTION
This report briefly describes the snack food market, in particular the namkeen segment in
India. The size of the Indian Snack food market is currently estimated at approximately US$ 375
million. The total size of the Indian snack food market is at an estimated over 400,000 tons in
volume terms and Rs100 bn in value terms and is growing at over 10% for the last three years
(2001-2004). Unorganized small companies with a localized presence dominate the snack foods
market in India but in recent years the organized branded products market size has grown
significantly. Namkeen constitute the major segment among a wide range of local snacks
available.
According to industry sources, the market for branded chips has been growing rapidly at
approximately 20 % annually. Many major companies have signed up exclusive sourcing
agreements with local farmers for procurement of various raw materials. A wide well-established
distribution network, attractive packaging, and promotions targeted at children to increase
consumption have been some of the main factors for increasing market share of leading players.
To increase consumption and encourage first-time purchase, many players have started
introducing their products in smaller pack sizes at a lower unit price.
Consumer preferences and tastes vary widely across the different regions of the country.
Bhujiya for instance, which are very popular in the southern part of India do not find many takers
in other parts of the country. Penetration of snack foods is highest in North India as compared to
other parts of the country.
With Indian consumers constantly looking for variety, customers becoming increasingly
health-conscious and with positive factors being attributed to packaged products, snack food
companies are now increasingly emphasizing on newer snack food items and better quality
packaging for their products.
15
PROFILE OF THE SNACK FOOD INDUSTRY OF INDIA
In the diverse market of packaged snacks, every region has its specialty and each city, its
local favorite, which make for high entry barriers. Here are some facts and figures which
represents the snack food industry.
1250 million
Population of India
Growth of Indian market for salted snacks 5.7% (By Volume)
16
ABOUT MAJOR COMPANIES IN THE INDUSTRY
BALAJI
The journey of Balaji Group in year 1976 by the member of Virani family. For supplying wafers
and namkeens to local brands to the patrons of Astron Cinema, Rajkot. Due to the shore supply
of that product they decided to make their own product line in year 1982. By the overwhelming
retail success they inspired to set a semi automatic plant. Instead of preparing wafers by the
traditional frying method this semi automatic plant boosted the quality, taste and more sales also.
The fame of taste reached to the whole Gujarat hence it was time to take over the whole Gujarat
so that biggest automatic plant of Gujarat came in to the picture. Quenching the demand of
Gujarat, Maharashtra and Rajasthan region Balaji Group is now looking forward to march over
India.
17
REAL NAMKEEN
The company was founded in 1989 with name “Laxmi Food Products” at Anand under ‘REAL’
brand name with an intention to provide people of Kheda District a quality namkeen, wafers and
bakery products with ultimate taste and relishing freshness. After a phenomenal growth in a
decade, in 2001 ‘Laxmi Food Products’ had been formulated in ‘Laxmi Snacks Pvt. Ltd’.
To meet the requirements, a fully automatic plant was set up at Nadiad in 2008.Today, the
products of the company receive wide recognition throughout the state and it nourishes the
company’s ambitions to expand its success across a large number of neighboring states with a
wider range of products.
18
PARLE
Parle Products has been India's largest manufacturer of biscuits and confectionery for almost 80
years. Makers of the world's largest selling biscuit, Parle-G and a host of other very popular
brands, the Parle name symbolizes quality, nutrition and great taste. With a reach spanning even
to the remotest villages of India, the company has definitely come a very long way since its
inception.
Many of the Parle products - biscuits or confectioneries, are market leaders in their category and
have won acclaim at the Monde Selection, since 1971. With a 40% share of the total biscuit
market and a 15% share of the total confectionary market in India, Parle has grown to become a
multi-million dollar company. While to the consumers it's a beacon of faith and trust,
competitors look upon Parle as an example of marketing brilliance.
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SAMRAT
The story of samrat namkeen is sweet and simple. It began as a small home-made eatables’ unit
at swaminarayana temple, narayana ghat, Ahmedabad, Gujarat, India in 1979. Wafers, sevs,
Bhujias, Dal, Chavana, Chevda.Made with delicious secret traditions of India. The taste is
irresistible, the products are fresh, and the packing is appealing and hygienic.
In the following years, the company has evolving consistently, dictated by customers demands
and market trends. Today, samrat is a snake foods’ conglomerate that manufactures 32 popular
products. These products reach taste lovers in every nook and corner of india. They are also
exported successful. Samrat also produces delicious ready-to-eat sweet bar called chikki which is
a traditional Indian sweet. Today, samrat is quoted as one of india’s most inspiring scratch-to-
riches stories.
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HALDIRAM
Haldiram’s food international limited today is recognized as a star export house, by directorate
general of foreign trade, a department working under the ministry of commerce, government of
India. The haldiram’s brand goes way back to 1937 when it was just a retail sweets & namkeen
shope in Bikaner, Rajasthan,. The small but significant town nestled in that desert in the North
West rajasthan. Shrishivkisanagrawal, founder of haldiram’s always cherished the dream of
building an empire which catered to the common man. This dream was realized in the
embodiment of haldiram’s Nagpur (1970).
PEPSI CO.
PepsiCo was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay. It acquired
Tropicana in 1998 and further merged with The Quarter Oats Company including Gatorade in
2001. It caters to the beverages and snack food segment having a product portfolio of soft drinks,
fruit juices and chips. It’s focus is high volume sales and is planning to raise capacity by setting
up of new Greenfield projects as well as appointing new franchisee bottlers.
21
ITC
It is ITC's strategic intent to secure long-term growth by synergising and blending the diverse
pool of competencies residing in its various businesses to exploit emerging opportunities in the
FMCG sector. The Company's institutional strengths - deep understanding of the Indian
consumer, strong trademarks, deep and wide distribution network, agri-sourcing skills,
packaging know-how and cuisine expertise - continue to be effectively leveraged to rapidly grow
the new FMCG businesses. The company is growing at rate of 38% during the last 5 years.
22
CHAPTER-3
LITERATURE REVIEW
23
DEFINATION
Parker and Mathew (2001) expressed that there are two basic definitional approaches of the
concept of customer satisfaction. The first approach defines satisfaction as a process and the
second approach defines satisfaction as an outcome of a consumption experience. These two
approaches are complementary, as often one depends on the other.
Customer satisfaction has always been considered an essential business goal because it was
assumed that satisfied customers would buy more. Patterson, Johnson, and Spreng (1997)
Anderson (1973) further developed this theory into assimilation-contrast theory, which means if
the discrepancy is too large to be assimilated then the contrast effects occur. The assimilation-
contrast effects occur when the difference between expectations and quality is too large to be
perceived and this difference is exaggerated by consumers.
Yi (1990) expressed that customers buy products or services with pre-purchase expectations
about anticipated performance, once the bought product or service has been used, outcomes are
compared against expectations. If the outcome matches expectations, the result is confirmation.
When there are differences between expectations and outcomes, disconfirmation occurs.
Positive disconfirmation occurs when product or service performance exceeds expectations.
Therefore, satisfaction is caused by positive disconfirmation or confirmation of customer
expectations, and dissatisfaction is the negative disconfirmation of customer expectations (Yi,
1990).
24
While several studies support the disconfirmation paradigm, others do not. For instance,
Churchill and Surprenant (1982) found that neither disconfirmation nor expectations had any
effect on customer satisfaction with durable products.
Weiner (1980, and 1985); and Folkes (1984) proposed the attribution theory, which stated that
when a customer purchases a product or service, if the consumption is below expectation, the
customer is convinced that the supplier causes the dissatisfaction. The complaining customer is
focused on restoring justice and the satisfaction outcome is driven by perceived fairness of the
outcome of complaining.
IOCS
IRCS = the real value of the customer satisfaction index which is used routinely as a tool of
customer satisfaction measurement.
Bhave (2002) proposed that to obtain the index of satisfaction, the satisfaction score is
multiplied by the corresponding weighting factor to produce weighting score. The index of
25
satisfaction is the sum of the weighting score. The overall satisfaction index of any company
is the average of every respondent’s individual satisfaction index.
The American Customer Satisfaction Model (ACSM) method is a set of causal equations that
link:
customer expectations
perceived quality,
and perceived value to customer satisfaction (ACSI).
Perceived
Quality
Percieved
Customer
value
Satisfaction
Customer
Expectation
26
CLEAR UNDERSTANDING OF CUSTOMER NEEDS AND EXPECTATIONS
Basic needs – obvious needs of customers and if not met, he is dissatisfied, however
meeting this needs may not be enough for customer satisfaction. Its satisfaction results in
“must be quality”.
Expected needs – these are important needs that customers are fully aware of and
satisfaction is expected in every purchase; their satisfaction creates “expected quality”.
Excitement needs – these are unconscious and unspoken needs of customers. By
identifying and satisfying such needs, companies will have added large value to
customers and can win loyal customers. This satisfaction creates “attractive quality”.
CONSEQUENCES
Several research works have shown that customer satisfaction is positively associated with
desirable business outcomes namely; Customer Loyalty, Customer Retention, and Customer
Profitability. Gerpott et al. (2001) reported that these consequences are important goals for
telecommunications operators to have superior economic success.
CUSTOMER LOYALTY
27
purchases from the same company, word of mouth recommendation, increased scope of
relationship.
CUSTOMER RETENTION
Several research works have shown that there is positive relationship between customer
satisfaction and customer retention; customer satisfaction has a direct effect on customer
retention (Rust and Subramaman, 1992); customer satisfaction is positively related to customer
retention (Anderson and Sullivan, 1993); to retain a customer, it is necessary to satisfy him.
PERCEIVED VALUE
Perceived value is defined as “the results or benefits customers receive in relation to total costs
(which include the price paid plus other costs associated with the purchase) or the consumers'
overall assessment of what is received relative to what is given” (Holbrook,1994 and Zeithaml,
1988).
SERVICE QUALITY
Another factor that contributes to satisfaction is service quality. Service quality is defined as “the
difference between customer expectations and perceptions of service” or “as the customers’
satisfaction or dissatisfaction formed by their experience of purchase and use of the service”
(Gronroos, 1984 and Parasuraman et al.1988).
INTERNAL SATISFACTION
Research works have shown the importance and the link of internal (employee) satisfaction to
the external (customer) satisfaction. Hill and Alexander (2000) stated that there is a positive
relationship between employee satisfaction and customer satisfaction and this is achieved in
companies that practice employee motivation and loyalty.
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CUSTOMER PROFITABILITY
Research studies conducted by Gale (1992) and Fornell (1992) showed that higher customer
satisfaction translates into higher than normal market share growth, the ability to charge a higher
price, lower transaction costs, and a strong link to improved profitability.
The social identity theory proposed that attitudes are moderated by demographic, situational,
environmental, and psychosocial factors (Haslam et al., 1993; Jackson et al., 1996; Platow et al.,
1997).
29
CHAPTER-4
ABOUT THE COMPANY
30
ABOUT THE COMPANY
Gopal namkeen is the one of the most prominent company of “Farsan” and “Namkeen” in whole
India especially in Gujarat. The success of the company is goes to the hard work, diligence and
venture of Mr. Vitthalbhai Haribhai Hadvani.
There were too many problems came into the way of success of the firm till the day. In the year
of 1960 Mr. Vitthalbhai started a small shop of farsan at the bhadra village of the Rajkot district.
At that time our products was delivered by two-wheelers in around the area. Vitthalbhai was
insistent of purity and sanitation so quality of production is the best. Trust of the people was
increases day by day though a packing without brand name. In the year of 1990 we moved to the
Rajkot and started our production at our home. With new approach we started packing of 50g.m.
100g.m. and 500g.m. We become more famous because of quality of our products to full fill the
demand of our customer. We started a new production house with of 400 yards at mawdiplot,
Rajkot.
In the year of 2007 we started a fully automatic plant with new packaging and brand
name with the best quality. Company bought new fully packed and secure trucks to deliver our
product out of the station securely and without any wastage with the justice “ONE SUCCESS IS
GIVE THE BRETH OF THE SECOND SUCCESS.” We become more and more famous. So
started ultra modern fully automatic plant in the place of 20,000 yards at metoda, G.I.D.C.
Rajkot in the year of 2009
With test, savor, purity, transparent administration, customer oriented policy and
intimate behavior company become the no. 1. The company committed with best quality
effective production for our customers.
31
MISSION AND VISION OF THE COMPANY
Vision :
Mission :
32
COMPANY PROFILE
CONTACT NO,
(02827) 287370
E-MAIL gopalnamkeen@gmail.com
33
LOCATION
Location of unit is most important factor for to be consideration for successful working of any
organization. It also plays vital role in the development of the unit. The total cost of
manufacturing cost of any business unit is higher due to the wrong selection of location of their
business.
The main object of an industrial concern is to maximum profit through minimum of production
cost.
The present location of gopal snacks pvt. Ltd. is the lodhika estate G.I.D.C metoda, in Rajkot. In
this location all the necessary facilities are easily available like the electricity supply, finance,
labor, etc.
Above all factors are available to company, so we can say that GOPAL SNACKS location is the
best location.
34
LOCATION OF THE COMPANY
GOPAL
SNACK
PVT LTD
INSIDE
R
O
A
D
N
O
Kranti gate
35
HISTORY & DEVELOPMENT
A good deal of time, patience and strong determination are pre-requisite to be succeeding, each
and every successful companies has glorious history which always work as measurement and
guide for the future. GOPAL NAMKEEN is one of the most prestigious companies in Rajkot.
GOPAL NAMKEEN was started by Mr. Bipin Bhai Hadvani on, 2002. Managing director Mr.
Bipin Bhai Hadvani is one the director also, which already has obtained a prestigious mark of
quality ISO 9001:2000 TUS-SUD, and manufacturing different kinds of namkeen and snacks.
They have good infrastructure for developing items. They are using most of imported machine,
for different types of namkeen, different types of snacks etc.
When company is started no more consumer but now GOPAL NAMKEEN is become most
popular company and company have more than 70% consumer in the namkeen market.
36
1.tiny / cottage industry
The investment of an industry in its fixed assets does not exceed Rs. 5 lakh as is known as tiny or
cottage industry.
The investment of an industry in its fixed assets does not exceed Rs. 3 crores are known as small
scale industry.
The investment of an industry in its fixed asset is more than Rs. 3 crores but not exceed Rs. 5
crores are known as medium scale industry.
The investment of any industry in its fixed assets is more than Rs. 5 crores are known as large
scale industry.
“Gopal snacks pvt. Ltd” is medium scale industry. Its total capital is Rs. 4.5 crores investment in
plant and machinery.
Sole proprietorship
Partnership
Joint stocks company
37
SOLE PROPRIETORSHIP:
It means a single owner in a firm, in this type of firm all decisions are taken by self.
PARTNERSHIP:
It means a two or many person together meet for profit objective. And take every decision by all
partners.
It means when the company collect fund with the help of issuing shares, debenture, public
deposits etc.
GOPAL NAMKEEN is wholly managed by only one owner that is BIPIN BHAI, so we can say
that it’s a sole trader.
We can understand an authority and responsibility of officers and employees. And also general
structure showed a relationship between officer to officer, employees to employees. And also
shown a group activity, so best structure means a best result.
38
PEST Analysis
PEST analysis means analysis of political, economic, social and technological factor which
affect the company. It is used for external analysis. It should be done for any company before
using different strategies. In analyzing the macro environment, it is important to identify the
factors that might in turn affect a number of vital variables that are likely to influence the
organizations supply and demand levels and its costs. PEST analysisis also known as STEP,
PESTLE, PESTEL, SLEPT, PESTLIED, STEEPLE, STEEPLED, LEPEST and LEPEST
analysis.
39
Political Factors:-
Given the size of the industry and the nascent development stage, the food processing sector is a
key focus area for the Government of India. The importance of the sector is further enhanced by
the fact that over 70 per cent of the population depends upon agricultural activity for livelihood.
The government has therefore been focusing on commercialization and value addition to
agricultural produce, minimizing pre/post-harvest wastage, generating employment and export
growth in this sector, through a number of regulatory and fiscal incentives. The industry is
largely unorganized, with a small but growing organized sector.
The Government has formulated and implemented several schemes to provide financial
assistance for setting up and modernizing of food processing units, creation of infrastructure,
support for research and development and human resource development in addition to other
promotional measures to encourage the growth of the processed food sector.
Zero duty import of capital goods and raw material for 100 per cent export oriented units.
Sales of up to 50 per cent in domestic tariff area for agro based, 100 per cent export oriented nits
is allowed.
Government grants have been given for setting up common facilities in agro Food Park.
Full duty exemption on all imports for units in export processing zones has been done.
40
Social Factors:-
Social factors are things that affect lifestyle, such as religion, family or wealth. These can
change over time. Namkeen developers need to be aware of these changes to make Namkeen that
meet the needs of consumers.
For example, consumers now expect to find a wide range of Namkeen. This is because:
communities are more multicultural, meaning they are made up of different races and religions,
often with their own traditional cuisines
TV cookery programmes encourage people to try new foods
increased travel abroad means exposure to new foods
improved transportation and technology means less reliance on local or seasonal produce
Technological Factors:-
Technology has dramatically improved and reshaped every part of our lives. It has hardly left
any aspect of our existence untouched. It has revolutionized the way we work, entertain
ourselves and even the things we eat.
The Namkeen industry has increasingly developed by adopting more advanced technologies that
can deliver us healthier, fresher and more varied food. Currently, the marketplace offers a vast
variety of foods we can choose from, at a better quality and lower prices than in the past.
By introducing new technologies, businesses can offer better products and services in
increasingly larger quantities and thus, satisfy a wider range of clients. The same holds true for
the companies in the Namkeen industry.
Advanced technologies are used in all the stages of food production. The first step is to help
evaluate and improve the quality of the raw ingredients used. Next, they're used in the
41
preparation stage, where they aid at shipping and handling the materials. The last stage of
processing food will make use of methods like conservation and separation, potentially adding
new ingredients to create the final product.
The packaging process is now less expensive and more sophisticated, with the rise of new
materials that can be used to wrap or seal items. Special machines are used to create the
packaging and automate this process to maximize efficiency and reduce costs.
Namkeen quality and safety have both increased because new technologies make it easier to
follow international standards and regulations regarding the contents of products. Companies
struggle to obtain more raw materials out of crops or find better methods of drying vegetables.
They also strive to improve the way they are processing food, by relying on less harmful
chemical substances.
As of recently, the Namkeen industry has been focusing of new ways to produce healthy,
ecological food, based mainly on natural ingredients. Because of the population's interest for
additive-free products, the industry is constantly implementing new ways of producing them.
Technology benefits us and the Namkeen industry by eliminating limitations in quality, quantity
and reducing costs. Its effects over the food we eat are increasingly more pronounced and that
can only be for the best.
42
SWOT ANALYSIS
The study of this SWOT analysis shows that the ‘strengths’ and ‘opportunities’ far
outweigh ‘weaknesses’ and ‘threats’. Strengths and opportunities are fundamental and
weaknesses and threats are transitory. Any investment idea can do well only when you have
three essential ingredients: entrepreneurship (the ability to take risks), innovative approach (in
product lines and marketing) and values (of quality/ethics).
1) Strengths:
Financially sound :
Gopal Namkeen is a family-owned enterprise. two Brothers have started the company with 60%
owner’s capital and 40% loan. So they have their own money in the business. So they are financially
sound.
Good quality at reasonable price :
Gopal Namkeen’s main strength is the best quality at the reasonable price which is affordable by
the all the classes of a society. Everyone is capable of buying the best quality food at a
reasonable price.
Strong Channel of Distribution:
Gopal is strong at their channel of distribution. They have sole distributor named “gopal
distribution” and under him they have many sales agencies who are operating the whole market
at regional , national level. Within 24 hours they can supply fresh product in any corner of
Gujarat.
Quality of Raw Material :
Gopal is importing raw material especially grains from China and Thailand. Excellent peanuts
and bananas come from Gujarat and Western India and potatoes are come from the Central India.
43
2) Weaknesses:
Raw-Material Cost:
Gopal is importing raw materials from the different areas of Gujarat and India for producing
different products. The cost of importing and the price at which they are importing the raw
materials is higher than what if they will purchase from the local players.
Gopal Namkeen have only one plant located in rajkot and they have huge market share
in Gujarat region i.e. 90% in Fryms market and 70% in namkeen market, due to limited
production Gopal is not able to expand there market in other regions of India and overseas.
3) Opportunities:
Gopal Namkeen have an opportunity to make reach their products in some of the areas
of the country where they still not reached. At the international level they are exporting
null. So they must have to increase the number of countries as their customers.
4) Threat’s:
Giant players like Balaji and ITC LTD. are present in the snacks market
Gopal’s main threat recently is emerging of new competitors, one is “A-top” from Ajanta Group
and the Second is “Oreva” from the Orpat Group. So due to new competitors who also have very
strong background Gopal have to take some steps to tackle them.
44
MICHAEL PORTER’S FIVE FORCE ANALYSIS
45
2.Threat of New Entrants :
Threat fro m new entrants is high because the entry barriers are low as there and
the poor performing firms can leave the industry as and when they want to. Mother dairy and
satnam are the few new entrants as of now. And also local regional players keepcoming and
going as and when they want to.
5 . T h re a t o f s u b s t i t u t e s :
The threat of substitutes varies from moderate to high depending on each individual’staste. There
are many substitutes to namkeen. The substitutes to namkeen are Indian snacks such as biscuits,
bhel, sandwich, dhokla.
46
ORAGANIZATIONAL CHART
MANAGING DIRECTOR
BIPIN BHAI HADVANI
WORKERS SALES
OFFICER
47
LOGO OF THE COMPANY
48
PRODUCT PORTFOLIO
49
MUNGDAL RUGBYBALL
SHAKKARPARA
TIKHA GATHIYA
50
PRODUCTS DETAILS
The GOPAL NAMKEEN mainly produces a food product related to consumer. The products of
company are as under.
FRYEMS 55 GM 120GM
Cup FRYEMS 5 RS 10 RS
A B C D FRYEMS 5 RS 10 RS
Doll FRYEMS 5 RS 10 RS
Ball FRYEMS 5 RS 10 RS
Ring FRYEMS 5RS 10 RS
NAMKEEN 150 GM
Sev 10RS
Gathiya 10RS
Tikha-moraGathiya 10RS
Tikhachevada 10RS
BhavnagariGathiya 10RS
Sabudana 10RS
Chana dal 10 RS
Above all are product is food product so it’s use for eating.
GOPAL NAMKEEN is mainly produces food product which is made with help of besan, oil,
mirch powder, etc for namkeen. And company also purchases plastic raw materials for packing a
product.
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RAW MATERIALS SOURCES
Company directly purchases raw materials in bulk from Manufacturer Company, so GOPAL
NAMKEEN purchase in low rate
PRODUCTION INTRODUCTION
Production is the heart of any industry. Good products are keys to market success. It is the basic
activity of industrial unit. Business includes all those activities concerned with the production of
gods and services.
Production planning department is a center of the company because the production planning is
done according to the demand and requirement of the consumer. Good products are key of
success.
Production department of every unit must be power full as well as good quality otherwise it
unable to produce good quality product for every unit. Consumer is king of market so each and
every production process is done as per consumer is very necessary.
52
CHART OF DEPARTMENT
MANAGING
DIRECTOR
PRODUCTION
MANAGER
MANUFACTURER
FITTER ELECTRICTION
REPORTER
53
MACHINARY
54
PRODUCATION PROCESS BY CHART
LABORATORY
STOREGE
Oil Extractor
Semi-Automatic Seasoning
PRODUCTION PROCESS
LABORATRY:
First company received raw materials from the wholesaler and checked materials by quality
officer, if any problem in the material than company rejects materials and sent back to supplier.
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STORAGE
After checked raw materials no use all materials in one time so extra materials are kept in
storage. Company has a large place for store bulk materials. Company’s store room is behind the
compass.
It is a first step for making a product, in this step floor is tight according to production.
FRYING PROCESS
Second step of the production is frying. In this step company fry all types of frayms and
namkeen in frying pan. Company has latest machinery for it process. This process is doing
under special supervision because if oil temperature is low or high, than it effect in the product.
OIL EXTRACTOR:
After fry a product if more oil in the nankeen, than these all is product sent into this machine. In
this machine extra oil is removed.
In this step all namkeen and frayms are mixed a seasoning upon the product. Here include a
many seasoning as like sweet, spice, salty, etc. it is also most important step because all taste are
made according to consumer demand.
In this step all product are packed in proper pack. GOPAL NAMKEEN has an automatic
machine for packing a product. Here pouch packed according to grams. And a most important
think is right product pack in to right beg.
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BOX PACKING:
Box packing is the last step of process. In this process all packed product are pack in the big
cartoons according to box size and sent to carriage.
PICTURE OF MACHINARY
SEASONING MACHINE
57
OIL EXTRACTOR MACHINE
58
The GOPAL NAMKEEN gets ISO 9001:2000 certificate of quality system,
they also have expert production manage and experienced workers manager controller Mr. B.V
RAJU.
Everybody knows that today become weak environment and we can’t stay in this type of
environment so everybody try to remove bad environment. GOPAL NAMKEEN also gives
contribution in remove bad environment so companies recycle the plastic bag. And give a
suggestion on their product. And suggestion is “KEEP CITY CLEAN”
QUALITY CONTROL
Qualit y co nt ro l means check ing t he qu alit y, size, shape, capacit y and u sefu lness
o f so me o f t he samp les select ed fro m lo t o f t he fin ished pro duct . If an y
var iat io ns are t here t han t hey are t o be co rrect ed o r t hat useless pro duct is send
to scrap yard. A well d efined qualit y ma nagement syst em sat isfying ISO 9001 -
2000 qualit y st and ard and co nt inual impro ved.
Go pal Namk een is main ly pro duce an eat able pro duct so is ver y u sefu l st ep.
Because if any pro ble ms in pro duct t han no bo d y use o f it . At last we can s ay
t hat Go pal Co mpan y is always maint ain in g his pro duct .
INVENTORY MANAGEMENT
Effective management of finished goods inventory is quite essential for required a business
efficiently and profitable caring inventories become instable most business because the
producing activities and considering activities table place of different time in different location.
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Inventory are make up of several demands like operational stocks kept for meeting the ready
demand the inventory management of “GOPAL NAMKEEN” is such that no dealer of the
company remain out of stock any current oil which is popular in demand thus in GOPAL
NAMKEEN distribution plays an Important role.
When thinking about channels of distribution arrangements one must always remember
that the goals of the various firms in the channels may diverge from one another. This is natural
since various members are separate firms with distinct business models.
Take, for example, a manufacturer who sells products through a retailer. While a
manufacturer is devoted to its own products, a retailer (and other distribution partners like
"distributors") typically sells the products of many manufacturers. A manufacturer may want to
educate customers about its own product, while the retailer may not want to bear the costs (or
have the expertise) to provide product education. In fact, a retailer may simply be interested in
pushing the products of any manufacturer that provides the highest margin. This is not surprising
because, again, the manufacturer and retailer are separate firms.
The wheel of network is devised under the ideal distribution channel network. That
ensures to supply fresh product in any corner of Gujarat within 24 hours. You can have snack of
Gopal in every 100 metres of area in Gujarat. At Gopal it is not just distribution but it is an
euphemistic effort of team work.
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CHAPTER-5
61
INTRODUCTION
The area of research for this report focuses on empirically studying customer satisfaction level
of different Namkeen companies, and check the brand image affect purchase decision or not?.
Brand awareness amongst namkeen brands has been studied in Gujarat focusing on the
geographical region of Ahmedabad in the context of namkeen brands.
Brand Awareness
Brand awareness refers to the strength of the brand’s presence in the consumer’s mind.
The main goal/objective of most businesses is to enhance income and sales volume. Ideally we
want to attract new customers to products and encourage repeat purchases.
Companies can create brand awareness among their target people through:
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Brand
A brand is a name, term, sign, symbol or design, or a combination of them, intended to identify
the goods or services of one seller or group of sellers and to differentiate them from those of
competitors.
Brand
Slogans Names
Logos
Brand
Elements
Characters
Symbols
URLs
Branding
Branding is a endowing products and services with power of a brand. Branding is all about
creating differences.
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Marketing advantages of strong brands
Improved perceptions of product performance.
Greater loyalty
Larger margins
Less vulnerability to competitive marketing actions
Less vulnerability to marketing crises
Greater trade cooperation and support
More inelastic consumer response to price increases
Additional brand extension opportunities
1. Brand recognition
The extent to which the general public (or an organization's target market) is able to identify a
brand by its attributes. Brand recognition is most successful when people can state a brand
without being explicitly exposed to the company's name, but rather through visual signifiers like
logos, slogans and colors.
It related to consumer’s ability to confirm prior exposure to that brand when given the brand cue.
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2. Brand recall
Brand Recall is the extent to which a brand name is recalled as a member of a brand, product or
service class, as distinct from brand recognition.
It requires consumers to correctly generate the brand from memory when given a relevant cue.
The percent of respondents who, without prompting, name a specific brand or product first when
asked.
This is the brand name that first comes to mind when a consumer is presented with the name of a
product classification.
4. Dominant Brand
The ultimate awareness level is brand name dominance. Where in a recall task most consumers
can only provide the name of a single brand.
BRAND EQUITY
Brand equity is the added value endowed to products and services. This value may be reflected
in how consumers think, feel and act with respect to the brand, as well as the prices, market
share, and profitability that the brand commands for the firm.
Brand equity is an important intangible asset that has psychological and financial value to the
firm.
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High Brands equity provides a number of competitive advantages
1. The marketers will enjoy decreased marketing cost because consumer awareness and loyalty.
2. The company will have more trade leverage in bargaining with distributors and retailers
because consumer expect from them to carry the brand.
3. The marketer can charge a higher price that its competitors because the brand has higher perceived quality.
4. The company can more easily launch intentions because the brand name carries high
credibility.
5. The brand offer the company some defense against price competition.
BRAND EQUITY
CONSUMER
COST BASED PRICE BASED
BASED
• COST BASED
Historical cost
Replacement cost
Market value method
Discounted cash flow method
Brand contribution method
Inter brand method
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• PRICE BASED
Price premium
Equalization method
Indifferent
• CONSUMER BASED
Brand knowledge
Attribute rating
Blind test
67
AAKER MODEL
David Aaker views brand equity as a set of five categories of brand assets and liabilities linked to
a brand that add to or subtract from value provided by a product or service to a firm and to firm’s
customers.
BRANDZ MODEL
According to BRANDZ model, brand building involves a sequential series of steps, where each
step is contingent upon successfully accomplishing the previous step.
Marketers build brand equity by creating the right brand knowledge structures with the right
consumers.
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2. Marketing activities
Including supporting marketing programs and activities for building brand equity
3. Other associations indirectly transferred to the brand by linking it to some other entity
e.g. a person, place or thing.
BRAND IDENTITY
Brand identity stems from an organization, i.e., an organization are responsible for creating a
distinguished product with unique characteristics.
1) Pricing:
High prices may signify higher quality product to consumer and lower prices may signify
decreased value of product.
2) Distribution:
Limited availability of a product or service may suggest exclusivity to consumers.
3) Quality:
Higher quality product equal to more satisfied customers and more repurchase.
4) Awareness:
The higher offering awareness may better sales performance
5) Presence:
Products with high class market presence willincreased awareness and sales.
6) Reputation:
Enduring people opinion about brand character.
7) Image:
Image is difficult to change once established. Perception of brand traits by consumers.
8) Positioning silence:
Established by a combination of all components of brand.
Differentiation from the competition.
9) Share of market:
Enhance in market share is a result into successful branding campaign.
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10) Customer commitment: Loyalty is constructing through long term branding and
connection with buyers.
As further understanding, Brand awareness is the ability of customer to recognize a brand, and
there is an association between the brand and the product profile, but the connection does not
have to be powerful. Brand awareness is a procedure from where the brand is just known to a
point when the consumers have put the brand on a higher rank; the brand has become the “top of
mind”.
Familiar Association
Brand
Brand be considered
Brand loyalty is a part of brand equity. Brand loyalty has impact on the consumer’s choice of
brand to extent.
In short when buyers become loyalty particular brands they buy it a regular basic.
Generally loyalty is defined as repeat purchase frequency or relative volume of same purchasing.
Brand loyalty gives an advantage to the marketers as they can handle competition in lower price
and good quality products.
It means:
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Low brand equity if buyer don not serious or care about brand.
High brand equity consumers are care about brand and other components of brand
including logo, slogans, jingle etc. also having some respect of other brand offerings.
Loyalty is basically a measured capacity of how much a buyer can be emotionally attach with a
brand. It indicates how much a customer is agreeable to move to another brand, when other
brands are offering more than the brand being in use. By time, the loyalty gets higher, the
consumers’ platform and the competition against competitors gets stronger. Brand Loyalty
indicates the sale which is the future profit of brand equity.
Brand awareness, perceived quality, and effective brand identity can result into increased in
brand loyalty. More or less facts that brand awareness is very first step in building brand equity
as reflected in brand loyalty.
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CHAPTER-6
ANALYSIS
72
Q.1 Are you aware about the brand GOPAL Namkeen?
Cumulative
Frequency Percent Valid Percent Percent
CHART-1
17%
yes
no
83%
INTERPRETATION : -
From above chart it can be analyzed easily that Mostly Customer are aware and properly know
gopal Namkeen.Out off 400 Responded 332 Customer Aware about Gopal Namkeen. And the
least 68 Respondent not properly aware about the Brand Gopal Namkeen. In Percentages 83 %
Customer aware about Gopal and least 17% people not aware about Gopal namkeen. The reason
of not awaring is Gopal is new comers in Ahmedabad Snackes Market. And also in Snackes
market good and well Brand are playing major roles that’s why the least Awareness problem
arises.
73
Q.2 Have you ever bought gopal namkeen?
Cumulative
Frequency Percent Valid Percent Percent
CHART-2
Frequency
332
68
yes no
INTERPRETATION :-
From above chart-2 it can be analyzed that most of the respondend purchase or brought gopal
namkeen. Becoz the result of chart-1 also the result of a chart-2. Respondend Frequency was
beneficial for the brand gopal namkeen. 332 respondend brought gopal namkeen and only least
68 respondend not brought gopal namkeen and also they are not aware about gopal namkeen.
From the percentages 83 % customer brought gopal namkeen and 17 % people not brought
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Gopal namkeen. aspect of same result becoz of those people aware about properly then they use
one time and from right and true survey the result beneficial for Gopal Namkeen.
Cumulative
Frequency Percent Valid Percent Percent
CHART-3
Frequency
152
104 74
INTERPRETATION :-
As per the above graph we show three different products of Gopal Namkeen. Though out
respondend to know 152 customers purchase gopal frymes (mini ring,doll) , 104 customers
purchase gopalfarsan (papdigathiya,sevthin) and least 74 customers are purchase gopalnamkeen
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(mugdal,dalmth). Highest frequency was gopal frymes becoz in frymes highest quantity provided
and quality wise both items are good. Percentage wise 38% respondend brought Gopal frymes,
26% respondend brought gopal farsan. And gopal namkeen only 18.5% respondend purchases.
Cumulative
Frequency Percent Valid Percent Percent
140
120
100
80
60
Series1
40
20
0
76
INTERPRETATION :-
As per the above graph correctly says that the result why customer purchases gopal.and in graph
respondend mainframe the affecting components. Out of 334 respondend 82 purchases for good
quality and test.and 60 respondend purchase for different flavor.20 -20 respondend purchase for
price and good economic product variance.12 respondend purchase gopal namkeen for good
packaging style. highest 128 respondend purchase gopal namkeen for the high quantity and gopal
provide high quality in every produst. And the last 6 respondend purchase for easy availability in
market.
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Q.5 Which of the following brand do you prefer of GOPAL NAMKEEN ?
Cumulative
Frequency Percent Valid Percent Percent
Frequency
Frequency
124 130
80
INTERPRETATION :-Above analysis shows that gopal snacks product prefrance level. Out of
all respondant 124 respondant prefer gopal frymes becoz the quality nd quality level is highest.
80 respondant prefer gopalfarsan. And the 130 respondant prefer gopal namkeen. And also gopal
namkeen is on the top level of prefrance level.
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Q.6 Rank the factors that influence you the most for the purchase of the gopal namkeen?
Availability(6A)
100
90
80
70
60
Series1
50
40 Series2
30
20
10
0
1 2 3 4 5 6
CHART-6B(Quality)
Frequency
118
70
66
36
16 8
1 2 3 4 5 6
79
CHART-6C(Quantity)
Frequency
146
70
42
28
16 12
1 2 3 4 5 6
CHART-6D(Packaging)
Frequency
100
76
62
42
28 26
1 2 3 4 5 6
CHART-6E(FLAVOUR)
Frequency
72
62 60
56 52
32
1 2 3 4 5 6
80
CHART-6F(Price)
Frequency
130
106
54
24
8 12
1 2 3 4 5 6
INTERPRETATION :- Above the graph analyze factors that influence you the most for the
purchase of the gopal namkeen. And highest influence factor is quantity and 143 respondant
purchase becoz of quantity. The second influence factor is quality. And 66 respondant influence
Quality for purchase. The third factor is flavor. And 62 respondant influence flavors for purchase
gopal namkeen. Forth factor is packaging and 28 respondant influence packaging for purchase.
Fifth factor is availability and 24 respondant influence availability for purchase. And the last
price 8 respondant influence price for purchase gopal namkeen products.
81
Q.7 Are you aware about this products available in the market?
GOPAL FRYMS
CHART-7A 74
72
70
INTERPRETATION :-Above analysis shows that out of all respondant the 70 are aware about
mini ring. And the 72 respondant also aware about gear ring. And the last 74 aware about the
product doll. And in frymes the three are major sellable in market. And sago ball is a new frymes
then zero respondant aware about sago ball.
82
GOPAL FARSAN
CHART-7B
Frequency
106
98
56
54
INTERPRETATION :-Above analysis shows that 98 respondant aware about the tikha gathiya
product of gopal farsan. And 56 respondant shows and aware about phulawadi gathiya. And the
least 54 respondant aware about nylon gathiya. Highest 106 respondant aware about papdi
gathiya. And papdi gathiya is also highest sellable in gopal farsan.
GOPAL NAMKEEN
CHART-7C
Frequency
128
74 62 70
83
INTERPRETATION :-Above analysis shows that 74 respondant are aware about dabela chana
of gopal namkeen. Least 62 respondant aware about daal muth. The highest preferable and aware
product is mang daal and 128 respondant aware about the product. And the last 70 responadant
aware about the product chana daal of gopal namkeen.
are you aware about brand gopal namkeen? * give your perception on taste of gopal namkeen?
Crosstabulation
Count
Chart-8
yes no
164
52 46 46
24
0 1 0 0 0
84
INTERPRETATION :-Above analysis shows that the level of perception of taste. Out of all
respondant 52 respondant give very good taste. Highest 164 respondant are give good perception
of taste. And the 46 respondant response very poor taste. Least 24 people respond poor
perception of taste. 46 respondant give natural perception of taste. Above analysis also shows
that cross tabulation of two question. Are u aware about gopal namkeen and give ur perception
of taste.
CHI-SQUARE TEST-
HO-THERE IS NO RELATION BETWEEN BRAND AND PERCEPTION.
H1-THERE IS RELATION BETWEEN BRAND AND PERCEPTION.
Chi-Square Tests
Here,
χ²cal = 1.018
χ²tab = 9.488
DF=4
So here H0 is accepted and H1 is rejected. That means there is no significant relation between
the brand and perception.
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Q.9 Are you overall satisfied with the gopal namkeen?
Cumulative
Frequency Percent Valid Percent Percent
CHART-9
Frequency
166
66
36 28 38
INTERPRETATION :- Above chart showing that out of all customer 36 are highly satisfied
with the use of gopal namkeen. And the highest 166 are over all satisfied with gopal namkeen.
The 66 customer are satisfied natural. And least 28 customer are dissatisfied with gopal namkeen
and few 38 customer are highly dissatisfied with gopal namkeen.
86
Q.10 on a scale of 1-5 rates the gopal namkeen?
Cumulative
Frequency Percent Valid Percent Percent
chart-11
Frequency
126
64 66
58
20
1 2 3 4 5
INTERPRETATION :- Above chart showing that on the scale of 1 to 5 rating product overall.
64 respondent rating 1 number to overall product of gopal namkeen.And the highest 126
customer rating 2 number.and 58 customer respond third number. And the least customer rated 4
and 5 number. 4 number rated 66 customer. And 20 least customer rated for fifth position. Over
all review is positive nd help to make a good Brand.
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Q.12 Rank your preference about following companies?
GOPAL
Frequency
162
84
46
32
REAL
gopal
real
balaji
haldiram
88
BALAJI
gopal
real
balaji
haldiram
HALDIRAM
gopal
real
balaji
haldiram
INTERPRETATION :-Above all chart showing different preferences level . graph-1gopal real
namkeen preferences level is highest. And frequency of 162 people prefer real. Real graph-2
balaji namkeen highest preferences level. 102 people prefer balaji in first position.
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And third graph of balaji namkeen 98 people responding to gopal namkeen. Forth graph of
haldiram namkeen 46 people respond first to haldiram. And the highest preference level snackes
company is balaji and secong is gopal namkeen.
Q.14 AGE:-
Age
Cumulative
Frequency Percent Valid Percent Percent
18-25
26-35
36-45
46-60
90
INTERPRETATION :-Above chart showing age frequency out of all respondent 18-25 age of
79 respondent. And the second option 26-35 age people frequency is highest and the survey most
of depend on his/her reviews. 115 respondent are 26-35 age. The third option 36-45 age
customer. And only 81 respondent are from the age. Forth option 46-60 age option and least 57
respondent are this age. the age frequency level is help to increase customer satisfaction level.
Q.15 GENDER :-
Gender
Cumulative
Frequency Percent Valid Percent Percent
Missing System
female
23%
male
77%
INTERPRETATION :-
In the above graph show the sex ratio of the respondents. there are 264 respondent male and
136 respondent are female. Means out of all respondend the percentage level is 66 % is male
and 44 % is female. Sex ratio over-all conducting in both the part of survey.
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Q.16 INCOME ?
Income
Valid Cumulative
Frequency Percent Percent Percent
Valid 0-10000 97 21.0 32.0 32.0
10000- 79 17.0 23.0 55.0
20000
20000- 83 19.0 25.0 80.0
30000
>30000 73 15.0 20.0 100.0
Total 332 73.0 100.0
Missing System 68 27.0
Total 400 100.0
120
100
80
60
40
20
0
0-10000 10000-20000 20000-30000 >30000
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CHAPTER-7
FINDINGS
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Important findings are:-
Among the total respondents covered maximum were having Gopal namkeen on top of
the mind followed by Balaji wafers and Smarat while thereafter some other brand comes.
Gopal namkeen is the brand about all knows and other namkeen customer directly
compare there brand with the gopal when certain question asked regarding test& brand
image.
Also Gopal is having the brand which provides the fastest delivery option to the dealer
after placing the order.
Gopal is the Brand which preferred and marketed by its brand name & image in the
market.
Among the different snackes brands Sales of Balaji is 33%, Gopal 20%, Real 16% and
remaining 31% others.
According to the research while making purchase decision the customer is most sensitive
to the Brand Image (popularity) and the Delivery system are for Dealer’s affected the
most than comes the Credit limit and support.
By Brand Image customers means popularity of the company.
Most common purchaser of namkeen is retailers from the dealers followed by contractors
and masons.
Brand image and the Delivery system is the most important influencing factor for the
purchasing of the product.
Most of the Dealars are very much dissatisfied with the Credit system of the
company.They said its not always a good option of providing goods at cash, company
should gives goods at credit for certain limit of period.
When it was said to give rank to the company on the basis of satisfaction promotional
activity mostly give Balaji&Gopal as the 1st and 2nd best satisfaction according to them.
It also been find out that Gopal is the brand which also been marketed as a word of mouth
bases.
Every one using phone calls to place an order when there is a availability of online order
placement by all company.
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Gopal is a brand which does not allowed their dealers to sell any other brand or taking
any other brands dealership.
Dealers’s wanted to put multi brand in the shop so ultimately the customer can’t go back
without purchasing.
Real namkeen provides good awareness about the credit schemes.
The study reveals many companies are not maintaining good replenishment time period
where Gopal score high in all of them.
Majority of the respondents of Gopal saying that they are getting good promotional
Schemes from the company.
Mainly customer’s & dealers are not satisfied with the companies support.
Bingo wafers provides tour option where in other company provides Gold as yearly
incentive. In Gopal it is based on the Target based.
SUGGESTION
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CHAPTER – 8
RECOMMENDATION
96
Conclusion:
As this is a a product of its own kind so there is lot of hope that this product will work in
the Indian market and capture a larger portion of the Indian market within few years of its
launching in the market. Also no such entry barriers are there in this field except some
environmental regulations imposed by the government so the entry in the market will not
be much difficult. Initial cost of launching the product will be more as huge amount will
be required in the research and development for the superior quality, but once product
will reach its growth stage it will earn a huge profit for the company. So we can say that
this product will be huge success within few years of its launch.
Recommendations:
Launch this product early to gain the first mover advantage.
Maintain the quality standards.
Timely feedback from the customer about the quality of the product.
Proper supply chain management so that the product reaches the end customers
Easily.
Appropriate promotional strategies.
Future Plans . . .
We are a small company with no Brand Equity. We shall break even only after 5
yrs. (approx.). Our future plans are gradual but Big.
We will increase the capacity of our Rajkot plant in phases so that it can supply
the Western and Central States.
We will then set our eyes on the Northern and Eastern States, and set up 2 more
manufacturingfacilites to cut on transportation Costs.
Export of our products, to countries with a significant Indian population, e.g.
UAE, USA, etc.
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We will venture into the Southern market and rural markets very late, as the
southern market has a completely different taste, and the rural markets are
hard tocrack.
New product lines such as, Papads, Sweets, will follow as and when we are sure
of such expansion.
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MARKETING PLAN FOR GOPAL NAMKEEN
PRODUCT
1) The qualitative and high technology aspects of Gopal Namkeen like ISO 9001, ISO 14001
and OHSAS 18001 certifications should be highlighted in the product profile.
PRICE
1) Pricing structure plays an important role in brand decision. Thus prices should be
competitive.and help to more improving customer satisfaction level.
PLACE
PROMOTION
As Company sales and brand awareness is very low in Ahmedabad region. Company should
focus on product awareness and advertisement.
1. Company should also start advertising in commercial channels along with news channels.
2. Frequency of advertisement should also be increased.
3. Company should start advertisement in newspapers also as according to findings
newspaper is also one of the effective media.
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4. Company should also use intelligent marketing.
5. As company is advertising in radio which is not much effective so company can reduce
the frequency of advertisement in radio, which will be helpful in reducing the cost also.
6. Advertisements on vehicles on buses, autos etc.
7. Use of attractive hoardings, banners and wall paintings.
8. Advertisements on Sweet and Fastfood shops.
9. Holiday packages to dealers securing best sales of Gopal Namkeen.
10. Surprise gifts to bulk purchasers.
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CHAPTER - 9
BIBLIOGRAPHY
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BOOKS
WEBSITES
(2010,june) http://www.business4indian.com/detail/Rajkot/Gopal-Namkeen/110
http://www.raosoft.com/samplesize.html
http://www.surveysystem.com/sscalc.htm
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Important links
http://www.digalign.com/content/social-media-integration
http://www.digalign.com/content/blogging-platform
http://www.digalign.com/content/internet-opportunity-identification
http://www.digalign.com/content/creative-campaign-development
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CHAPTER- 10
ANNEXURES
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CUSTOMERS’ SATISFACTION LEVEL TOWARDS
THE BRAND GOPAL NAMKEEN & ITS PRODUCTS
Dear respondents,
Yes No
Yes No
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5) Which of the following brand do you prefer of GOPAL NAMKEEN?
6) Rank the factors that influence you the most for the purchase of the
GOPAL NAMKEEN? (Please give the rank 1 to 6)
A. Gopal frymes
Mini ring Gear ring
B. Gopal farsan
Tikhagathiya Phulavadi gathiya
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C. Gopal Namkeen
D. Not any
Satisfied Dissatisfied
Natural
1 2 3 4 5
Balaji Real
Haldiram Samrat
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12) Rank your preferences (1 TO 4).
Gopal Balaji
Real Haldiram
PERSONAL DETAILS :s
NAME :
LOCATION :
AGE :
18 – 25 26 – 35
36 – 45 46 – 60
GENDER :
MALE FEMALE
INCOME :
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