Survey of marketing strategy of leading Basmati Rice brands in Mohali PROJECT REPORT

Submitted to IIeBM in the partial fulfillment of the requirement for degree of Master of e-Business Management (Marketing)

By: -

Name UMESH NAMDEO INGLE

Roll Number --096

International Institute of e-Business Management

Year -2008-2010
1

TABLE OF CONTENTS FOR PROJECT REPORT ACKNOWLEDGEMENT CERTIFICATE OF COMPLETION DECLARATION EXECUTIVE SUMMARY
1.

INDUSTRY PROFILE (FMCG INDUSTRY)

1.1 1.

GENERAL INFORMATION

COMPANY PROFILE (MARKFED) 2.1 2.2 2.3 2.3.1 2.3.2 HISTORY-INTRODUCTION MEMBERS OF COMPANY ACTIVITY OF MARKFED EXPORT ACTIVITY MANUFACTURING UNIT

2.3.3 SPECIAL ACTIVITY 2.3.4 ERP 2.4 MARKFED SUCCES STORY

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2.5 SECREYE OF MARKFED SUCCESS 2.6 MARKFED MISSION 2.7 MARKFED VISION 2.8 SWOT ANALYSIS 2. SCOPE OF PROJECT 3.1 OUR JOB

3.2 KEY FINDING

3.

MARKFED PRODUCT & SERVICES

4. OBJECTIVE OF PROJECT
5.1 5.2

PRIMARY OBJECTIVE SECONDARY OBJECTIVE

6 RESERCH METHODOLOGY 7 DATA ANALUSIS & INTERPRETATION

8 9 10

LIMITATION RECOMMENDATIONS CONCLUSIONS BIBLIOGRAPHY

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ANNEXURE (contains questionnaire)

Acknowledgement
It was a great opportunity for me to work with Mr. Gautam choudhary., pioneers in the field of FMCG (MARKFED) Industry. I am extremely grateful to all those who have shared their expertise and knowledge with me and without whom the completion of this project would have been virtually impossible. Firstly, I would like to thank our Company Guide Mr.Gautam Choudhary, Training Manager who has been a constant source of inspiration for me during the completion of this project. He gave me invaluable inputs during my endeavour to complete this project.
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I am also extremely grateful to Mr.Gautam Choudhary, Training Manager, to have given me this opportunity to work with him and gain valuable insights. I am indebted to all staff of MARKFED for their valuable support and cooperation during the entire tenure of this project. Not to forget, all those who have kept my spirits surging and helped delivering my best. I thank my faculty guide Mr.Harbhjan Singh who helped me out at every critical situation that I faced in my project and gave me his valuable advice to solve problems. I want to give my special thanks to all members of IIeBM, for providing me opportunity to work on this project with this great organization. At last I would like to thank all the respondents met in the preparation, who gave their valuable time to provide us required information and their honest support to complete our project in time.

(Umesh Namdeo Ingle & 096)

CERTIFICATE OF COMPLETION
This is certify that the Final Project report entitled Survey of marketing strategy of leading Basmati Rice brands in Mohali submitted Summer

training report of the requirement for the degree of MeBA, is a work carried out by Umesh Namdeo Ingle , Roll No.096 under my supervision and guidance.

Project Guide: (Harbhaja n Singh)

DECLARATION

To The Director, International Institute of e-Business Management, Phase-1, Mohali Respected Sir, I here by declare that the Summer Training Report, which is entitled Survey of marketing strategy of leading Basmati Rice brands in Mohali, is compiled and submitted by me is my original frame work. The Procedure in the report is based on the Standards provided in ISO 9001. I have not copied the data from any previous report. However, my Project Guide Respected while

Mr.Harbhajan

Singh

helped

me at

various

points

preparing this report.

(Umesh Ingle, 096)

Namdeo

EXECUTIVE SUMMARY
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Training and development is the essential job of human resources department of every organization. It is necessary to help employees in dealing with the changes caused by the changing business environment. I, Umesh Namdeo Ingle had done my project in MARKFED. Which is a leading company in FMCG industry. The main objective of my project topic was to Survey of marketing strategy of leading Basmati Rice brands in Mohali. The training design included departments, and their training needs, month of training, sequence of training and methods of training. A proper matrix was formed differently for each level highlighting the requirements to be trained. It also includes different skills workshop including the contents, objectives of the skills imparted to the employees. Most important in training process are the ice breakers and games which help the trainees in feeling relaxed and refreshed.

Each level in organization was considered as separate entity and training procedure for them was also different.
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GENERAL INFORMATION
THE PUNJAB STATE COOP.SUPPLY & MARKETING FEDRATION LTD. The socialistic system as enshrined in the constitution of India is based on the ideals of democracy and socialism. Only a movement of co-operatives can fulfill the needs of such an economic and social fabric. The co-operative movement in India was started my govt. of India in 1904 with a purpose of freeing the farmers from the grip of money lenders. Subsequently this movement proved to be a born for the social and economic development of the entire country. The co-operative movement in Punjab contributed heavily in the agriculture development as the first step which resulted in green revolutions and Punjab came to be known as the grain bowl of the country in providing primary services in agriculture and processing agro-products. The co-operative movement has touched the very core of all aspects of human beings and is dedicated towards welfare of mankind. During the last five year of popular rule, Punjab has made rapid strides towards the strengthening of co-operative movement in the state with the mass involvement at various levels. Today, 97% cooperative societies in the state have elected Managing Committees/ Board of Directors with elected chairman. Efforts have been made to strengthen the share capital base of society with a view to ensure that the members of the society develop a sense of belonging and have a greater say in the decision making. Amendments have been made in the Punjab co-operative societies act, according to which the term of the office bearers
9

has been increased from 3 to 5 years the maximum period for which an administrator can be appointed in a society has been reduced from 4 to 1 year for ensuring that the affairs of the society remain in the hands of elected people for most of the time. Punjab today leads the entire country in the recovery of cooperative banking loans. After years of turmoil and restlessness all the Central co-operative Banks including those in the boarder districts, have become eligible to avail themselves of the refinance facility from the National Bank of Agricultural and Rural Development (NABARD).All the Central co-operative bank and Primary Co-operative Agricultural Development Bank have floated a new scheme for the advancement of loan to the unemployed youth, particularly in the rural areas of the state under the non farm sector scheme of the NABARD. This has given a boost in proceeding employment in the rural area and helps the people in raising their standard of living. NON-Farm loaning is to be enhanced from rs.62,500/-per head to rs.100,000/-per head in near future. Apart from this state co-operative band is to start housing loans to individuals up to rs.2 lakhs, loans to students for professional courses up to rs50,000/-etc.The primary agriculture co-operative societies have made a tremendous contribution in facilitating and boosting the green revolution in Punjab. The societies which are 3495 in number extend agriculture loan to the farmers and 80% of their needs of agricultural inputs including fertilizer, seeds, pesticides, insecticides etc. these societies are given short term loans through 686 branches of the central co10

operative Banks. The loan of the central co-operative Banks is routed through the Apex-Bank i.e. Punjab state co-operative Bank Ltd. Chandigarh. The Punjab state co-operative Bank gives long term loans for all round development of agricultural and allied activities including the improvement of lands and the methods of cultivation. This bank has at present 70 primary cp-operative agricultural development banks. It is envisaged that the bank shall have one branch each in all the community development blocks in the state by the end of the current five year plan. With the economic liberalization and markets economy all over the world, it has become imperative for the cooperative. Movement to face the new challenges in a bold and determined manner and to find new avenues of growth and development. The on slaughter from private sector and multinationals has already begun. This can be checked by adopting a new work culture, better management and up gradation and modernization of both products and production technology.The programme of Business development plans (BDPs), primarily aiming at revitalization of PACS in viable units has been launched in the state of Punjab. The main objective of the BDPs is resource mobilization business increase and diversification, organizing inactive members in self-help groups.

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COMPANY PROFILE (MARKFED)

2.1 Introduction

The Punjab State co-operative supply and marketing federation Ltd, Markfed was establish in 1954. Punjab due to its fertile land was a natural choice for setting up MRKFED. It began with assisting the farmer of Punjab by distributing agriculture inputs and marketing cooperative. As a co-operative, it exists both of and for the farmers. Markfed is popularly known as Punjab state of co-operative supply and marketing federation Ltd. Markfed came in the existence four decade ago , registered in September , 1954. It began its operation is 13 members, three employee and a share capital of Rs.54,000 . Markfed now is growing very fast. In 2005-2006 this organization employee 386 person and has a network of 20 industrial units, manufacturing units, service canters and offices crisscrossing Punjab and its operations around the world.

MARKFED
Asias Largest Marketing Federation Founded:- in 1954 Corporate Office:- Markfed
House,4, Chandigarh Sector35-B,

Products:- Agricultural Product,

Packaged Food

Revenue: - Rs.10671 crores.

(2007-2008)

Member:- of 3069 member

societies, (2903 PACS and 166 CMS) Website: http://www.markfedpunjab.com

Markfed has been awarded various national productivity awards in the field of co-operative marketing activities; cattle feed production etc. to name a few.Markfed has regularly been
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declaring up to 20% divided for its shareholders. The profits are also re-invested in the development of new projects and works of general welfare.Markfed is also looking for collaboration, technical know-how, high-tech process, joint ventures, domestic and Export Oriented units with buy-back arrangements in the international marker in all associated fields of interest. MARKFED Punjab is Asias largest marketing co-operative. As a co-operative, it exists both because of and for the farmers of this vibrant state. Their needs have shaped the purpose of MARKFED and also its future. The bottom line is our people the farmers. Value, for Markfed, is the improved quality of life of millions of farmer families of Punjab. They created history by transforming the green fields into golden fields through the green revolution. With Markfeds support, they will also transform India into the worlds leading agri-business player. In this endeavour Markfed support them with total might and ensure that their future is brighter by way of being a part of multifarious activities. Today, this organization employs more than 3000 persons, has a network of manufacturing units, service centres & offices crisscrossing Punjab and its operations spread around the world.MARKFED is a federation of 3021 member cooperative societies representing directly the interests of over one million farmers. The factors that have made this Rs. 8700 crores giant a magnificent success is its cooperative structure, enlightened management, progressive plants & policies, path-breaking
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innovations,

highly

dedicated

workforce

and

supreme

commitment to the objectives of the people it represents: the people of Punjab.

cooperative. Markfeds

success is the true reflection of the spirit and dynamism of the

MARKFED plays a pivotal role as a catalyst for integrated development & growth in the rural areas of Punjab. I t helps in stabilizing the market rates of farm produce, ensures supply of quality goods, helps in generating employment and contributes substantially towards earning foreign exchange. In keeping with the latest and fast evolving trends, Markfed has adopted the worlds latest techniques like Electronic Data Processing for online processing, analysis and dissemination of information to the people who need it the most. In spreading this vital information, Markfed has joined hands with Punjab Marketing Board since 1984 to sponsor a Farmers Information Program Mera Pind Mere Khet (My Land My Fields) on Television. Markfeds contribution to Agriculture & Industry has drawn applause and has borne fruits in many ways. It has received many National Awards for special achievement in the field of Food processing and Cooperative Marketing. Markfeds cooperative philosophy which involves development based on mutual help, justice & equality, service, democratic setup & shared prosperity makes it true friend of Punjabs farmers. Employing this principle, Markfed has emerged as contributor to
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various socio-economic development programmes. Several innovative incentive schemes have been introduced for the benefits of the farmers and the members co-operative societies. Markfed has also introduced an insurance scheme, which provides compensation in case of accidental death or permanent disablement through the Punjab agriculture university, Ludhiana (Punjab). It also sponsors the weather forecast on Indias national T.V channel telecast for the benefits of the farmers. Markfed provides valuable services to the farmers and consumers through its various activities relating to the development of agriculture consumers and agro-based industrial and processing units. Markfed has suffered losses in the past, but with proper financial management, inventory control project planning and with the improved system of management and monitoring through computerization and modernization of the marketing go manufactured items. Markfed started generating profits since 1985-86, which has imply improved its dwindling financial position.Thus its basic aim is not only pro it but also arrange supply of agriculture inputs and remuneration marketing of agriculture produced for the benefits of the farmers and consumers. Markfed has a large variety of products under the brand name micro SOHNA-Sohna Basmati Rice, Sohna Sarson ka saag, Sohna refined sunflower oil, and Sohna refined cottonseeds oil, Sohna vanaspati and a variety of tinned vegetables and curries. The product range also includes pickles, squashes, purified Natural Honey, Species, Ketchup, Mixed Fruit Jam etc

2.2 MEMBER OF COMPANY

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DESIGNATION

NAME OF EXECUTIVE

CHAIRMAN JASSI MANAGING DIRECTOR ADDL.MANAGER DIRECTOR (P) CHIEF MANAGER (PERSONNEL) ESTABLISHMENT OFFICER (I)

SH. HARMINDER SINGH

SH.S.S.CHANNY B.J. RANDHEVA SMT. AMRITA ATWAL, I.A.S SH. PARVEEN KAPOOR

2.3 Activity of Markfed:1) Procurement of Agri produce is one of the main activities of Markfed. It procures wheat, paddy and cotton. 2) Distributes Agri-inputs, including quality seed, fertilizers, Agro-chemicals. 3) Supplies cattle feed to farmers through the co-operative societies & Dealer. 4) Process vanaspati/Refined oils, Ready-to-eat canned foods and bottled products and Basmati Rice at its own units.

2.3.1 Export Activity:Export SOHNA range of edible products including cooking medium, ethnic Ready-to-eat canned foods and bottled products in domestic as well as overseas markets mainly to the Middle East, North America, Europe and Australia.
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Exports SOHNA Basmati Rice to the UAE, Australia, USA, Canada and Hong Kong. Exported ware potatoes to Sri Lanka, UAE and Malaysia.

2.3.2 Manufacturing Units:

Markfed Vanaspati & Allied Industries (Khanna), produces SOHNA brand vanaspati Ghee and Refined oils, like cottonseed oil, sunflower oil, soyabean oil Rice Bran oil and mustard oil i.e. kachi Ghani and Pakki Ghani. Cattlefeed plants (Gidderbaha & Kapurthala) 100MT capacity each, supply quality Cattlefeed, Chillated Mineral Mixture and Liquid Calcium to the dairy farmers of Punjab and adjoining states. Markfed Agro Chemical plant, Mohali, formulates wide range of insecticides, weedicides and fungicides. Markfed Canneries Jalandhar Manufacturing a wide range of processed SOHNA brand Ready-to-eat food products like Sarson ka saag and other ethnic foood for Domestic and International market. Markfed has 10 Modern Rice Mill. Paddy stock for central pool is procured, stored, processed and resultant rice is delivered to food Corporation of India as per Govt. policy.

SOHNA Range of Products:Made inroads into every household through its significant assortment of product line which includes Basmati Rice, Sarson ka saag , sunflower oil, cottonseed oil, Rice bran oil, Mustard oil, Vanaspati, a wide range of canned ready-to-eat curried vegetable, pickles, salt and many more.

2.3.3 Special Activity:-

Markfed was appointed as the nodal agency for AEZ of potato in the state of Punjab by ministry of commerce and industry, Govt. of India, through APEDE in the year 2001. Entered into contract farming for Basmati/ Long Grain varieties of paddy in the year 2006-2007.
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Has registered 3171 farmer, cultivating 45878 acres of land in 15 districts of Punjab during the year 2008-2009. Physical and technical inputs are provided to the member farmer under contract farming programme for Basmati production. Declared as nodal agency for export of fruits, vegetables and food grain by state Govt.

Provide water and soil testing services at the farmer door step. Markfed packaging Testing laboratory at Mohali to check losses/spillage/pilferage.

Markfed state of art food testing lab at Ropar test all agricultural produce, milk and milk products, fresh/processed fruits and vegetables, cereals , honey and honey based products, soil and water etc. The food processing laboratory with latest technology for testing and certification of broad parameter like a) Analysis of micro-organisms b) Food Quality parameter c) Food Additives and Aflatoxin d) Pesticides reduce e) Heavy metals f) Nutritional facts g) Finger printing of Basmati. Markfed has joined hands with world renowned multinational M/s Syngenetic a leading Agro-chemical company, having a turnover of 36,000 crores and R & D budget to Rs. 3,600 crores annually.

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 Supply of Quality agro chemicals for the next three years, Markfed will offer the entire range of agro chemicals being manufactured by M/s Syngenta to PACs whereas Syngenta will utilise additional capacity of formulation of pesticides at Mohali plant.

Opening up of kisan sewa Kendras for the retail of Agriinputs as well as offering extension service by way of organizing training to the farmer for latest know how of Agricultural techniques. Productivity enhancement Agreement- under this scheme selected villages, Co-operative societies and member farmer will be given personalised care for the right use of agro chemicals at right time.

2.3.4 Enterprise Resources Planing (ERP)

Markfed is the first public sector undertaking in the state of Punjab, which has taken up online transactions. To integrate physical quantities (purchase/ sales), finance as well as Human Resource a package. All the 17 district offices have been connected through wide area network(WAN) Leased lines with the H.O. for online transactions

2.4 Markfed a success Story:The Punjab State Supply & Marketing federation Ltd, (Markfed) was established in 1954. Punjab, with its fertile land, was a natural choice for setting up Markfed. Its began with assisting the farmer of Punjab by distributing agricultural inputs and marketing there produce in raw and processed form. Markfed began its operation with their employees, thirteen
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members and a share capital of only Rs.54, 000. Today, its has emerged as Asias Largest Marketing Co-operative. It is a federation of around 3000 member co-operative societies, representing directly the interests of one million farmers. With an annual turnover of around US $1097 million (Rs 4850crore), the areas of operation have diversified and products are marketed both in India and abroad.

2.5 The secrete of Markfeds success:Lies in its co-operative structure, government support, progressive policies, innovation plans and dedicated personnel. The use of latest techniques and methodology and co-operative philosophy involving mutual help, service before profit and shared prosperity have contributed further towards its progress. Markfed has a large verity of products under the brand name SOHNA sohna Basmati Rice, sohna sarson ka saag, sohna micro refined sunflower oil, sohna refined cottonseed oil, sohna double refined mustard oil, sohna vanaspati and a variety of tinned vegetable and curries. The product range also include pickles, squashes and sharbats, purified natural honey, Basmati Rice, ketchup, mixed fruit jam, etc.., Besides, Markfed undertakes supply of insecticides, weedicides and fungicides to help the farmers protect there crops. 2.6 MARKFED MISSION: We continuously strive to be significant contributor towards the socioeconomic development of the farmers of Punjab. Markfed aim at expanding globally, exploring new avenues and reaching out for the best agricultural input to produce the best food items

2.7 MARKFED VISION:

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Our vision is to continuously motivate the farmer and provide a substantial base for production and marketing of value added agro food products both for domestic and foreign market while retaining safety, purity and quality.

2.8 SWOT ANALYSIS

STRENGTH
1)

Trading & export house:- Markfed has achieved the status of an export house form the government of India. Markfed has also been declared as nodal agency for export of fruits, vegetable and food grains by the government of Punjab. Research & Development:- Markfed contributes towards research and development work carried out by the Punjab Agricultural university, Ludhiana (Punjab)
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2)

3)

Latest Techniques:- In keeping with the fast moving scenario, Markfed has adopted latest methodologies like radio-wireless communication system, electronic data processing with computer facilities to quicken processing and analysis of information. Strong Network:- Markfed has wide spread network of 17 district offices, 107 branches an 19 agro service centres. This has helped Markfed to come close to the farmers. Outstanding Performance:- In recognition of its contribution towards development of agro-industry, Markfed has received National productivity Council Awards.

4)

5)

WEAKNESS

Old plans require substantial modernization Weak advertising network Since it is a government enterprise so change in the government policies

OPPORTUNITIES

Strong possibility for Markfed to capture 90% of people in India. Favourable demand potential for growth in the economy led by the investment in construction and infrastructure. It has been accorded to the status of export house by the central government

THREATS

Weak infrastructure and no up-gradation of factory.

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 Being a government its business may be effected due to change in government policy. Slow down in expected demand of some products. Increasing competition from domestic and international market.

GROWTH STRATEGY: Serve the customer happily and earn their faith simply". SLOGAN MARKFED The smell of soil

3) Scope of project
This project gave us great exposure to the customers perception, because it includes the service offered. This project helped us in knowing the market practically. 3.1 Our job 1. Drafting questionnaire for the better understanding of Consumer satisfaction level
2.

Collection of data on Consumer on which brand of Basmati Rice they are use.

3. Check the availability of advertisement display boards at Chandigarh.

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4.

Finding out the problems that the commuters are facing while?

3.2 Key findings:1.

By calculating the number of responses, we found that most of the people were satisfied with the using other brand of Basmati Rice.

2.

Possession of offer indicated user clearly, that bulk of them were strongly brand loyal

3. Their marketing compaign is no so good,there was no much hordings in the city so if we place the hordings in the different location we can spread our brand awareness and increase our sales. 4. The problem of the customers should be solved quickly it is essential and it was not effective one in this instiution.

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4) MARKFED PRODUCT &SERVICES

Though Markfed manufactures lots of products such as Fertilizers, Pesticides, and Cement Pipes etc. But the most famous are its Edible and Food Processing products. Most of these are famous under the brand name SOHNA. A few of them are SOHNA Ketchup, Sarson ka Sag, Pickles, Squashes, Dehydrated Peas, and SOHNA Basmati Rice etc.In the non-edible & non food processing products, it has Agro Chemicals (Pesticides), Cattle field, Fertilizers etc. 1. It also handle crop operation like- wheat operation, cattle

operation, cotton handling, paddy operation, cotton ginnery, fertilizers operation, Refined oil, Cattle feed, Edible Products and Cane Products.
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2. Agro Chemicals Plant & Soil Testing Laboratories.

3. Insecticides & Weedicides.

LIST OF MARKFED OFFICES AND PLANTS

Markfed head office Chandigarh:Markfed District Offices:

Amritsar Bathinda Faridkot Fatehgarh sahib Ferozepur Gurdaspur Hosiarpur Jalandhar Kapurthala Ludhiana Mansa
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Moga Mukatsar Nawanshahr Patiala Ropar Sangrur

Markfed oils complexes:

Kapurthala Khanna Gidderbaha

Markfed canneries:
Jalandhar

Markfed Agro-Chemicals:

Mohali
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Markfed Mechanized Agro -Services center:

Ludhiana

Markfed Modern Rice Mill:

Nawanshar Bagahapurana Rajpura Macchiwara

Markfed Cotton Ginning & Processing Factories:

Abohar Sardulgarh Rampuraphul Rama Mandi

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Markfed Sugar Mill:

Malout

Markfed Korian Rice Mills:

Batala Naushehra Pannuan Patti Chaushewal Jaitu Goniana Gidderbaha

Markfed Cotton Cell:

Bathinda

Marrkfed HDPE Plant:

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 Anandpur Sahib

Soil Testing Laboratories:

Sangrur Malout Ropar Kapurthala Amritsar Hoshiarpur

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Plant Of Markfed

1. Khanna Plant 2. Kapurthala Plant 3. Gidderbaha Plant 4. Mohali Plant 5. Canneries Jallandhar 6. HDPE Anandpur Sahib 7. MRM Rajpura 8. MRm Machiwara 9. MRM Nawanshahar 10.MRM Baghapurana

Newly Open Plants

1. Sugar Mill Mallout 2. KRM Goniana 3. KRM Jaitu 4. KRM Gidderbaha 5. KRM Batala 6. KRM Chuslewal
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7. KRM Naushera Pannuan 5) Objective of the project:5.1 Primary Objective

The main objective of field survey during the project was to find out the
consumers satisfaction level of the services offered by other brand.

The other objective of the research was to identify the other needs of
consumers with respect to number of brands plying role in market.

5.2 Secondary objective

Do the consumers prefer the new brands vending at various sectors in
Chandigarh?

How frequently consumers complain against the deficiency of other brands?

6) Research Methodology:
Research methodology is considered as the nerve of the project. Without a proper well-organized research plan, it is impossible to complete the project and reach to any conclusion. The project was based on the survey plan. The main objective of survey was to collect appropriate data, which work as a base for drawing conclusion and getting result. Therefore, research methodology is the way to systematically solve the research problem. Research methodology not only talks of the methods but also logic behind the methods used in the context of a research study and it explains why a particular method has been used in the preference of the other methods.
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Research design: Research design is important primarily because of the increased complexity in the market as well as marketing approaches available to the researchers. In fact, it is the key to the evolution of successful marketing strategies and programmers. It is an important tool to study buyers behaviour, consumption pattern, brand loyalty, and focus market changes. A research design specifies the methods and procedures for conducting a particular study. Types of research is:

Descriptive Research
The type of research adopted for study is descriptive. Descriptive studies are undertaken in many circumstances when the researches is interested to know the characteristic of certain group such as age, sex, education level, occupation or income. A descriptive study may be necessary in cases when a researcher is interested in knowing the proportion of people in a given population who have in particular manner, making projections of a certain thing, or determining the relationship between two or more variables. The objective of such study is to answer the who, what, when, where and how of the subject under investigation. There is a general feeling that descriptive studies are factual and very simple. This is not necessarily true. Descriptive study can be complex, demanding a high degree of scientific skill on part of the researcher.

Descriptive studies are well structured. An exploratory study needs to be flexible in its approach, but a descriptive study in contrast tends to be rigid and its
33

approach cannot be changed every now and then. It is therefore necessary, the researcher give sufficient thought to framing research. Questions and deciding the types of data to be collected and the procedure to be used in this purpose. Descriptive studies can be divided into two broad categories: Cross Sectional and Longitudinal Sectional. A cross sectional study is concerned with a sample of elements from a given population. Thus, it may deal with household, dealers, retail stores, or other entities. Data on a number of characteristics from sample elements are collected and analysed. Cross sectional studies are of two types: Field study and Survey. Although the distinction between them is not clear- cut, there are some practical differences, which need different techniques and skills. Field studies are ex-post-factor scientific inquiries that aim at finding the relations and interrelations among variables in a real setting. Such studies are done in live situations like communities, schools, factories, and organizations. Another type of cross sectional study is survey result, which has been taken by me. A major strength of survey research is its wide scope. Detail information can be obtained from a sample of large population .Besides; it is economical as more information can be collected per unit of cost. In addition, it is obvious that a sample survey needs less time than a census inquiry. Descriptive research includes survey and fact finding enquiries of different kinds of the major purpose. Descriptive research is description of the state of affairs, as it exists at present. The main characteristic of this method is that the researcher has no control over the Variables; he can only report what has happened or what is happening. The methods of research utilized in descriptive research are survey methods of all kinds including comparative and co relational methods. The reason for using such

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needs to be flexile in its approach, but a descriptive study in contrast tends to be rigid and its approach cannot be changed ever now and then.

MARKFED HEAD OFFICE IN CHANDIGARH

Data collection methods:

35

After the research problem, we have to identify and select which type of data is to research. At this stage; we have to organize a field survey to collect the data. One of the important tools for conducting market research is the availability of necessary and useful data. Primary data: For primary data collection, we collect information by making questionnaire, direct interview, public opinion etc. Secondary Data Chandigarh market profile, various sectors wholesaler & Retailer studies are important sources of secondary data.

7) Data analysis and interpretation 1. Questionnaires 2. Pie chart and Bar chart 1. Questionnaires: This is the most popular tool for the data collection. A questionnaire contains question that the researcher wishes to ask his respondents which is always guided by the objective of the survey. 2.1 Pie chart: This is very useful diagram to represent data, which are divided into a number of categories. This diagram consists of a circle of divided into a number of sectors, which are proportional to the values they represent. The total value is represented by the full create. The diagram bar chart can make comparison among the various components or between a part and a whole of data. 2.2. Bar chart:
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This is another way of representing data graphically. As the name implies, it consist of a number of whispered bar, which originate from a common base line and are equal widths. The lengths of the bards are proportional to the value they represent.

Preparation of report: The report was based on the analysis and presented with the findings and suggestions. The sample of the questionnaires is attached with the report itself.

Sampling Methodology: Details of the sampling methodology, we have made questionnaire. The one is made for the Consumer.
No. of questions in questionnaires for customer: No. of question related to Wholesaler & Retailer: No. of respondents during the research: 50 50
100

Sample unit
Wholesaler & Retailer Consumer

Analysis of Consumer:Q.1: Do you have a favorite brand which you buy repeatedly? (Please tick) a) Yes b) No
37

Buy Repeatedly

No Yes 0

No, 5 yes, 10 2 4 6 8

10

INFERENCE: 1) The majority of consumer using or to buy repeatedly their favorite brand. 2) It shows that the faith imposed with their favourite brands and they are loyal to their favourite brand.

Q.2: Which brand of spice do you use? (Please tick)

38

a) c)

Haffed Markfed d)

b)

Lal Quila

OTHER

B randUse
20 15 10 5 0 Haffed Lal Quila Markfed

n a m e D r B f o d

Other

INTERFERENCE: The above chart shows that the people mostly use loose rice. And some are using their own brand which they are like.

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Q.3: What does your brand gives you? (Please tick) a) c) Value of money Other b) Taste

Inference:- Majority of people think that their brand gives

them taste and quality.But in Mohali the migration of other states people is very high and due to less income they prefer to value of money.

Q.4: On what basis do you select a brand? (Please tick) a) c) e) Popularity Price Any Other
40

b) d)

Friend Quality

Selection of Brand
20 15 10 5 0 popularity friends price 20

12 7 5 6 Column2 Column1 Series1 Quality Anyothere

INFERENCE: - The above chart shows that people says that they have selected Brand on the basis of quality,price,friends and popularity. But other are saying that there is other reason to select their brand.This chart also shows that quality plays much important when people select their brand.

Q5: What influences you the most when you make decision to purchase? (Please tick) a) c) Outlook Taste
41

n a m e d

b)

Price

Influence purchase Decision

15 Outlook price 35 5 Taste

INFERENCE: - The thing which influence while purchaging is firstly taste ,then outlook and lastly price.It shows that price does not play much important role in purchanging as taste and outlook plays.

Q.6: Do you keep brand name in your mind while purchasing? (Please tick)
42

a) b)

Yes No

Q.7: Are good quality of Rice very important to you? (Please tick) a) b) Yes No

Q.8: I prefer buying the most selling brands? (Please tick) a) b) Yes No

Q.9: Packaging design and attractive presentation is very important to me? (Please tick) a) Yes
43

b)

No

4 0 3 0 2 0 1 0 0 YS E N o

B n N m InM d ra d a e in A ra tio O B n tt c n f ra d Go Q a o d u lity m s S llin b n o t e g ra d

INFERENCE: 1) The above chart shows that maximum people are keep their brand name in their mind. 2) And other are says that good quality of Rice are very important to them. 3) Third is people cant use most selling brand because they prefer popular or their own brand not to local brand. 4) And the last is that attractive packaging is not much important to people, only good quality of Rice they prefer.

44

Q.10: What is the likelihood of your buying a brand, suggested by me? (Please tick) a) Will buy b) Will not buy d) Ignore the

c) Consider the suggestion suggestion

customer Perception
25 20 15 10 5 0 Will Buy Will not Buy Consider suggestion Ignore Suggetion

INFERENCE:- The above chart shows that suppose If I or any

other people suggest any other brand the majority of consumer want to consider the suggestion, some are want to buy that product and some are not interested.

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Questionnaire for Wholesaler & Retailer:Q.1: What Quantity of Rice do you sell in month? (Please tick) a) c) 1qtl 10qtl b) 5qtl d)
R es llin ino em n ic e g n o th
3 0 2 5 2 0 1 5 1 0 5 0 1t ql 5t ql 1q 0 tl A oe bv Q nit o s llin uty f e g

Above

INFERENCE:- Mostly he sell 10qtl or above 10qtl rice in a

month which shows that consumption of basmati rice in this area is very high.

46

Q.2: Which brand of Rice is in great demand? (Please tick) a)Haffed c)Markfed b) d) Lal Quila OTHER

Dmn o Rc e ad f i e
1 6 1 4 1 2 1 0 8 6 4 2 0 H ffe a d L lQ ila a u M rk d a fe O HR TE 1 5 1 5 1 2 8

INFRENCE:- Haffed and lalquila brands rice are on great

demand so main competitor of markfed are these two.

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Q.3: How many brands of Rice you are selling in your store? (Please tick) a) c) One Three b) Two d) Above

INFRENSE:- This chart shows that every retailer and whole seller sell two or more than two brand in their store.So there is a good competition between different brands.

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Q.4: Which companies style of presentation does you like most? (Please tick) a) c) Haffed Markfed b) d) Lal Quila others

INFERENCE:- It shows that style and presentation play most important role in buyers mind .

49

Q.5: What type of packaging people buy most? (Please tick) a) c) Small Large b) Medium

35 30 25 20 15 10 5 0

Larg e Medium S all m

S all m Medium L e arg

1st Qtr

INFRENCE:- Most people are buying small and medium and, some
are buying large its depend on the customer.

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Q.6: Do people mostly buy loose Rice? (Please tick) a) b) Yes No

BuyingHabit

No, 10

Yes, 40

INFRENCE:- People mostly buy loose rice . It shows that

people do not buy packed rice mostly .

Q.7: The buying habit of consumer? (Please tick)

51

a) c)

Very Good Average

b) d)

Good Bad

INFRENCE:-This chart shows that buying habit of the consumer

is mostly very good .

Q: 8.The type of consumer that comprise your share of market? (Please tick) a) c) High Profile Poor b) Middle class

INFERENCE: - Mostly consumer are middle class so middle class consumer has great market share , as compare to high profile and poor.

52

Q.9: The size or location of market? (Please tick) a) c) Urban Other b) Rural

INFERENCE:-Obviously location is urban because they give me

only Mohali survey.

Q.10: The marketing and manufacturing compatibility of the company you sell for? (Please tick) a) c) Very Good Average d) b) Bad Good

53

C mai i i y fmr ei g o p tbl t o ak tn & mn f cui g a uat rn

2 5 2 0 1 5 1 0 5 0 V ryG o e od Go od Ae g v ra e Bd a S rie 1 e s

INFERENCE:- The compatibility of marketing and

manufacturing is very good. So make it much effective we should diagnose the problems timely which arise during this.

8) LIMITATIONS Every study has certain limitations. In my study, also there were certain limitations, which I could not able to solve.

Since, it was a mini project so the time available for this project was very less and this was our major constraint.

54

To get the information about the peoples taste,and preferences is not easy due to lack of time.

The sample size is also very small which represent my research on

consumer behaviour.

9)Recommendation
In this chapter I would like to suggest some recommendations to MARKFED CHANDIGARH to adopt more successful operation in INDIA as well as other country which you supply your products. Since a huge portion of the Urban people or major cities people are demanded your products. The reason behind that now a
55

days both husband and wife are working in out of home and they havent give time to make food, hence there can they purchase ready-to-eat product which are they are like now these days. Markfed should expand their target market also towards the rural people. They should also conduct different promotional activities in rural fairs and socially responsible promotional activities to attract rural consumers and social awareness .Because Markfed has produce different type of packaging style and presentation in Rice Brand so now if they provide different types of Packaging product for various type of quantity of Rice packaging, i.e. Rice it might increase their sales. Lastly, as Indian people have use Rice in daily eating and the other thing is that the Punjabis has mainly eats good quality of rice. Why I am giving you suggestion because of the Markfed has many competitors in Rice and other product also like Haffed, Lal Quila, Jagat etc. These are the recommendations suggested by me to Markfed Chandigarh Ltd. to adopt for a more successful operation in India and other country with large market share.

10) Conclusion
The Rice industry of India consists of a many producers in the industry. The demand for this product is very much vulnerable in terms of pricing because of it is daily need of product in eating purpose. Markfed Chandigarh is providing Rice at a price which is affordable to most of the people in the country. The Rice is an uprising product in India as a greater portion of the population, and other thing is that few states are producing rice on large scale. As a Markfed company
56

Chandigarh with heavy promotional activities, has been able to penetrate the market in Mohali also.

With six different types, three different sizes, international standard and high quality design, as a product,Rice has been highly successful over the years. Its distribution process is highly efficient. Its promotional activities, like to give discount on the product has been a milestone in attracting a huge number of customers. Overall with its marketing activities SOHNA has been a successful brand in Mohali also. The only place where rival companies are progressing is in giving customers redemption offers. Research revealed that Mohali and other Indian customers also are highly attracted to this sort of offers.

BIBLIOGRAPHY

www.markfedpunjab.com www.google.com www.wikipedia.org Markfed monthly magazine

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Questionnaire for Resident

Name: Profession: Address: Sex: Phone: M F

Q.1: Do you have a favorite brand which you buy repeatedly? (Please tick) a) Yes b) No
58

Q.3: Are Indians most health conscious today? (Please tick) a) Yes b) No

Q.4: Which brand of BASMATI RICE do you use? (Please tick) a) c) Haffed Markfed b) d) Lal Quila Other

Q.5: What does your brand gives you? (Please tick) a) c) Value of money Other b) Taste

Q.6: On what basis do you select a brand? (Please tick) a) c) e) Popularity Price Any Other b) d) Friend Quality

Q.7: What influences you the most when you make decision to purchase? (Please tick) a) c) Outlook Taste b) Price

Q.8: Do you keep brand name in your mind while purchasing? (Please tick) a) b) Yes No

Q.9: Are good quality of RICE very important to you? (Please tick) a) Yes
59

b)

No

Q.10: I prefer buying the most selling brands? (Please tick) a) Yes b) No

Q.11: Packaging design and attractive presentation is very important to me? (Please tick) a) b) Yes No

Q.12: I buy maximum whenever sale is declared? (Please tick) a) b) Yes No

Q.13: What is the likelihood of your buying a brand, suggested by me? (Please tick) a) Will buy b) Will not buy d) Ignore the

c) Consider the suggestion suggestion

Date &Signature

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Questionnaire For Wholesaler & Retailer?

Name: City: Address: Dealer Code: Area: Phone:

Q.1: What Quantity of RICE do you sell in month? (Please tick) a) c) 1 Qt. 10Qt. b) 5Qt. d) Above

Q.2: Which brand of RICE is in great demand? (Please tick) a) c) Haffed Markfed b) d) Lal Quila OTHER
61

Q.3: How many brands of RICE you are selling in your store? (Please tick) a) c) One Three b) Two d) Above

Q.4: Which companies style of presentation does you like most? (Please tick) a) c) Haffed Marfed b) d) Lal Quila Other

Q.5: What type of packaging people buy most? (Please tick) a) c) Small Large b) Medium

Q.6: Do people mostly buy loose RICE? (Please tick) a) b) Yes No

Q.7: The buying habit of consumer? (Please tick) a) c) Very Good Average b) d) Good Bad

8:Q.The type of consumer that comprise your share of market? (Please tick) a) c) High Profile Poor b) Middle class

Q.9: The size or location of market? (Please tick) a) Urban b) Rural

62

c)

Other

Q.10: The marketing and manufacturing compatibility of the company you sell for? (Please tick) a) c) Very good Average b) Good d) Bad

Q.11: I believe women are main participant in purchasing decision? (Please tick) a) Yes b) No

Date & Signature

63