SYNOPSIS ON:

A STUDY OF FACTORS
INFLUENCING PURCHASE
DECISION OF BABY FOOD
PRODUCTS.
[A PROJECT IN PARTIAL FULFILMENT FOR AWARD OF
DEGREE OF POST GRADUATE PROGREMME IN
MANAGMENT]

SUBMITTED TO SUBMITTED BY

JAYANT SANYAL ALKA SINHH

ROLL NO A-07

[ASAI-PACIFIC INSTITUTE OF

MANAGEMENT STUDIES.]
 BACKGROUND:
I have got an opportunity to explore and research about
different factors influncing the purchase of baby food product in india. And also
understand perception of Indian women about baby food product with help of
this winter project.

The study has been made taking some areas of delhi and its
concerned markets. The case study has been done taking Nestle baby food
products as base. The study has been done about varieties of baby food products
in the market its perception. The case deals with nestle baby food products in
particular and its core competence in the market.

Indian market is growing, thus baby food product market

share and its growth has been discussed in this project keeping in mind
perception of Indian women.

TITLE OF THE PROJECT:-

A study of factors influencing purchase decision of baby food product in

reference to nestle.

RATIONAL OF STUDY :-
The rationale behind such study is to understand the perception of Indian women
about the baby food product in the market and effectiveness of the distribution
system, the prevailing policies that suggest or help the organization to develop and
revamp for further growth and sustainance.
In this growing competition and recession, every organization has to revise, review
and innovate policies to sustain and grow.
My involvement during this winter project is detailed in the project report.The
main purpose of the project to Know about the opportunity and the threat available
in the market for the 4 whealer. The main aim of that project to provide proper
information purchasing parameters of 4 whealer about there market share and also
where is the chances to increase the market share and what are their strength and
weaknesses. Find out the new opportunity for the consumer. Also as new cars how
they can create a Brand image and increase the Knowledge about the 4wheler.
This study of market also gives knowledge and idea about the product to end users.
How marketing mix is used in the market and what are the challenges for a new
company to enter into market. How the market Research are helpful for any
company to increase there market share. This study also helps me to understand the
competition of the market.

OBJECTIVE AND SCOPE:-

The main objective of this project to know about the various factors that are influencing
consumer behaviour in purchase baby product (in particular NCR market is taken into
account) to help the evaluate future demand of the market and aware the close
competitors. This study will be helpful in providing proper information to different
companies dealing in baby food products to adopt proper strategy to increase their core
competency in the market and to increase their product lines and fulfil the expectations of
customers and also to increase their market share.

This study helped me:-

1. To know about various economic and social factors that influence the demand of baby
food product in the market.
2. This study helpful to know about the availability of the product in the market.
3. To determine the awareness of product in the market.

4. To evaluate the performance of the company on the basis of supply of product in

market, availability in market and revenue or profit.

5. To help to know the forecasting demand in future.
6. Identifying the factors influencing purchase decision.

Objective:-

 To know the factors which influences a customers to make their purchase decision.
 To know the general perception the cutomers have about the baby food products.
 To know the advertising & promotional policy of company.
 To examine the factors which forces a customer to purchase other company cars.

RESEARCH METHODOLOGY:-

This research is done to know about different factors influencing purchase of baby
food product in india.

Hypothesis Framed: India has a good market for baby food products & the market is
still growing. Indian women bestow great trust in the baby food products of some
companies which enjoy good esteem in the market. The study is restricted to the urban
market.

Descriptive approach- Questionnaire.

Exploratory approach- Informal Interview, Web search.

 For information about India baby food market:- Internet sources & local markets.
Including questionnaire + Informal Interview (about level of income, occupation,
members in family).
1. Data Sources: - Primary data & secondary.

2. Research Approach: - Personal Interaction & technical analysis.

3. Research Instrument: - Questionnaire and Personal interview

4. Sampling Plan:-
• Sample area:- Delhi NCR
• Sample Size:- 100
• Sampling procedure: - Simple random sampling.
6. Contact Method:- Personal interaction

7. Mode of collecting data:-

The respondents will be chosen randomly and requested to grant interview. The question
will then be asked in a predetermined sequence. And some data are collecting by the help
of direct interview.

8. Data Analysis:-
Collected data are analyzed with the help of SPSS software. The following steps are
involved in analyzing the collected data:-

• Coding: - first of all we give code for each option.

• Editing: - Then we do editing of all collecting data.

• Tabulation and Analysis:-

Now we put the data in SPSS tables and analysis data
by plotting this data into different types of graph like pie chart, trend lines etc.
 • Interpretation:-Then we interpret ate the data.

• Recommendations:- Unbiased analysis.

Analysis work after tabulation is generally based on the coefficients and

by applying various percentages, coefficients and by applying various well- defined
statistical formulate. In the process of analysis, relationships or differences, supporting or
conflicts, original or new hypothesis is subjected to test to determine with what validity
data can be said to indicate any conclusion.
.

REFERENCES:
en.wikipedia.org/wiki/Nestlé
www.nestle-baby.ca/
castelarhost.com/nestle_competitive_strategy.htm
www.researchandmarkets.com/.../baby_food_in_india
Times 100 articles

Books

1. Marketing Management (kotler Philip)

2. Marketing Management, Twelfth Edition.

3. Marketing Research, Third Edition by G.C.Beri

4. Marketing Management, Third Edition by Ranjan Sexena.

5. Marketing Research, First Edition by S.L. Gupta

6. Annual Report of Nestle

CONTENTS

1. Back ground and Rationale

2. Objective& Scope of study

3. Research Methodology
a. Research Design
b. Hypothesis Framed
c. Tools and Technique used
d. Data Collection process
e. Sample Design, Size etc.