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Topic Introduction
The major aim of this project report is to find out the Scope of Branded Basmati Rice in Delhi-NCR. Our study intends
to identify and assess the needs of various consumers and want to analyse the purchasing behaviour of consumers
towards rice.
The study has examined the perception levels and satisfaction levels of various consumers purchasing branded basmati
rice.
This study enables the Rice industry to understand the behavior of consumer towards purchase of rice. The need and
requirement of each consumer is different. What attributes are considered by the consumers while purchasing rice
provided by different brands in the markets of Delhi-NCR.
As the tradition of joint family is decreasing and families are becoming nuclear the consumption pattern also changes.
Consumers prefer 1kg, 5kg pack more than 10kg pack.
The increasing demand for packed rice leads branded rice to increase there market share as the branded rice is well
packed, hygiene and easy to carry. The quality of packed rice is superior than loose rice.
The Survey Method is used in this study for which a questionnaire has been prepared and filled by 200 consumers in and
around Delhi-NCR.
The result of the survey yields important and valuable insights into the landscape study Scope of Branded Basmati Rice
in Delhi-NCR. It helps us to identify certain attributes which a consumer considers while purchasing Rice.
Research Methodology
Research Design
Sampling Procedure
Sample Size
200
Limitations of Study
Weakness
to
face
unhealthy
Opportunity
Threat
packed rice.
Consumers have less knowledge
about rice quality and retailers
make benefits of this at the time of
market fluctuations.
Continued
Findings
The change in family size from joint family to nuclear family also
affected the demand for rice. As the family size are decreasing the
consumption pattern also changes. Nuclear families prefer small
packs rather than bulk packs, also both the husband and wife are
working the preference for small packs is more.
Suggestions
Rice industry is very old industry and one of the major
unorganised sector. The scope for growth in this industry is very
much.
One of the major requirements in this industry is to educate the
customer about the product. For instance, in case of namkeen
industry the selling of loose namkeen has been abolished up to
great extent. Now the consumer prefer to buy only packed
namkeen. Similarly in Rice, the consumer must be aware about
packed rice and the need to purchase packed rice rather loose rice.
In this industry the scheme preference in not so much required.
As on FMCG products the scheme preference is not required.
To increase the growth, the retailer margin should be reduced.For
instance the company provides product to retailer at Rs.100 and
MRP on that is 150/, 200/-, 250/-, so the Retailer margin gap is
more which is negative for the growth.
One major reason for success of KRBL Ltd. is that KRBL
believes in more distribution strategy to penetrate market. KRBL
provides it products to distributors, distributors supply directly to
retailers and end consumers.No wholesaler or middle men
involvement is this channel.
Conclusion
This study titled A Study on Consumers Perception towards Branded Rice with reference to KRBL LTD.
enables the Rice industry to understand the behaviour of consumer towards purchase of rice. The need and
requirement of each consumer is different. What attributes are considered by the consumers while purchasing rice
provided by different brands in the markets of Delhi-NCR. For all these findings a survey was conducted with sample
size of 200 respondents.
Rice is a staple product and number of brands are available in the market. Consumer prefer those brands which
provide unmatched quality with incomparable price. Consumer also prefer Basmati quality the most.
Brand preference is based on companys image. The leading brand in Delhi-NCR is India Gate. It is so because it
provides 14 brands with 132 different variants fulfilling the needs of each segment in the society. It provides rice
starting from Rs.35 per Kg till Rs.200 per Kg.
With this KRBL Ltd. covers all the segments of the society.
The scope of growth in this industry is more as the preference of branded rice is increasing as compared to unbranded
rice. The consumers are preferring more packed rice than loose rice.
Consumers also prefer small packing rather than large packing. Consumer purchasing habits are not changing as they
prefer to buy from retailers as compared to malls and online stores.
Bibliography
Webliography:
Journal
Ahmad and Haseen (2012). The Performance of Indias Food Grains Production:
A Pre and Post Reform Assessment: International Journal of Scientific and
Research Publications, Volume 2, Issue 3
www.krblrice.com
http://agricoop.nic.in/imagedefault1/Rice_Apr15.pdf
http://apeda.gov.in/apedawebsite/SubHead_Products/Basmati_Rice
.htm
http://apeda.gov.in/apedawebsite/six_head_product/cereal.htm
http://farmer.gov.in/imagedefault/pestanddiseasescrops/rice.pdf
Annexure