an introduction to indian spices final

7/27/2019 An Introduction to Indian Spices Final

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SURYA AGRO INDUSTRIES 2012ACKNOWLEDGEMENT

A project is never the sole product of a person whose namehas appeared on the cover. Even the bes t eff ort may notprove successful without proper guidance. For agood project one needs proper time, energy, efforts, patience,and knowledge. But without any guidance it remainsunsuccessful. We have done this project with the best of ourability and hope that it will serve its purpose.

To be or not to be is not anything which matters, how tobe thankful is what reallymatters

It was really a great learning experience and we are reallythankful to our faculty, who not only helped us in thesuccessful completion of this report but also spread hisprecious and valuable time in expanding our knowledge base.

We wish to acknowledge our gratitude towards AIM Management

College, our friends and all those persons who are responsiblefor the successful completion of this project.


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SURYA AGRO INDUSTRIES 2012

PREFACE

To start any business the success entirely depends on the marketing

research done about the particular and the consumer attitude towards

the product. Marketing research plays a vital role in a business to make it

success.

We have tried to put our best effort to complete this task on the basis of

skill that we have achieved during our studies in the institute. We have

tried to put our maximum effort to get the accurate statistical data.However we would appreciate if any mistakes are brought to us by the

reader.


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EXECUTIVE SUMMARY

As customers taste and preferences are changing, the marketscenario is also changing from time to time. Todays marketscenario is very different from that of the market scenario before1990. There have been many factors responsiblefor the chang in g ma rke t scenar i o . I t i s t he cus tome rs c han g i ng t a s te s an dpreference, which has boughtin a change in the market. Income level of the people haschanged; life styles and social class of people have changed

now than that of olden days. There has been a shift inthemarketdemand in todays world. Technology is oneof the major factors, which isresponsible for this paradigmshift in the market. In todays world shopping is not anymore tiresome work rather its a pleasant outing phenomenonnow.

The study is based on a survey done on customers and retailersof a Surya. Surya is a masala brand available in the market,which came in to existence in Goa since 1989. It has almost 15different types of masala in the market; our study is ondetermining the womens preference towards different brand ofmasala.

The study will find out the current status of surya and determinewhere it stands in the current market. This market field survey willhelp us in knowing the present customers tastes and preferences. It willhelp in estimating the customers future needs and wants.


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INDEX

SR.no CONTENT PAGE No

1 INTRODUCTION

2 COMPANY PROFILE

3 RESEARCH OBJECTIVE

4 RESEARCH METHODOLOGY

5 LIMITATIONS

6 ANALYSIS ANDINTERPREATATION

7 SWOT ANALYSIS

8 SUGGESTIONS

9 CONCLUSION

10 BIBLIOGRAPHY

11 ANNEXURE


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An Introduction to Indian Spices

Sophistication and subtle use of someherbs & spices characterize Indian food

and Indian cuisine. These spices play a

very important role in Indian cooking. Ifthere are no spices, its not Indian food.

We Indians have a habit of spicing up

our food to make it more hot and tasty.

Some of the spices are required for the

aroma, some for flavour and some for

complimenting other spices.

Spices are defined as a stronglyflavoured or aromatic substance of

vegetable origin, obtained from tropicalplants, commonly used as a condiment.

Spices were once as precious as gold.

India plays a very important role in the

spice market of the world. In ancient

times majority of the spices were

produced in India and exported

worldwide. It was then; the spices of

India attracted people across the borders

and forced them to come to India forSpice trade.

Masala is a word very commonly used

in Indian cooking and is simply theHindi word for spice. So, whenever a

combination of spices, herbs and

other condiments are ground or

blended together, it is called masala.

The Indian spices can be

categorized into three maincategories:

The basic spices Complimentary spices Aromatic or secondary spices

The Basic spices:There are a few basic

spices in Indian cuisine that go into most

dishes. Often a very basic vegetable dish

is made by adding cumin or mustard

seeds and asafoetida in some hot ghee(clarified butter) or oil until they sizzle

and pop. Then the vegetables are added

and steamed.


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SURYA AGRO INDUSTRIES 2012Complementary spices: Spices like fennel

or nigella seeds are sometimes added along

with some of the basic spices to add to

flavours. These are used in combination

with the basic spices and aromatics

mentioned below according to the dishbeing prepared.

Fennel Seeds: Other Names: Saunf

Although this is a basic Indian spice,

it is not essential. It is mainly used in

North Indian cuisine and posses

digestive qualities. If you often visitIndian restaurants you will find these

coated with coloured sugar and offered

after meals as a mouth freshener.

Fennel seeds are also often used to

spice up teas and drinks.

Fenugreek Seeds: Other Names:

Methi, halba

This spice, which is actually a lentil,

is used throughout India for itsdistinctive flavor (it has a slight

bitter taste) it gives the dish and for

its wonderful healthful properties.

Fenugreek is used in small

quantities and is used throughout

India both in North and South

Indian Cooking. As a matter of fact,

after turmeric, fenugreek seeds are

the most medically useful item in an

Indian kitchen.Nigella Seeds: Other Names:

Kalonji, onion seeds, calonji,

hasbasoda, ketza, black caraway

Small black seed, sometimes called

onion seeds, although they are not

really seeds from onions. These are

often used in North India to

enhance vegetable dishes. Toasting

the seeds briefly brings out the

flavor.


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SURYA AGRO INDUSTRIES 2012Carom Seeds: Other Names: Ajwain

These have a strong peppery-thyme

flavor. This poppy seed like plant

comes from the lovage plant. It is very

popular in North Indian cooking. It is

used in preparing many Indianvegetables and pulses.

Aromatics or Secondary

Spices:To the above spices we

would add chopped onions,

tomatoes, herbs and any of the

following secondary spices and

create a curry. We go light withthe Aromatics and added them

in small quantities or in the

form of garam masala.


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INTRODUCTION TO SURYA AGRO INDUSTRY

From time immemorial. India has

been famous for her quality

spices. India is the biggest

exporter of quality spices and

spice products. India is called the

Home of Spices. British, the

East India Company initially came

to India for trading in spices.Indian curry and other blends

such as: chana masala, pavbhaji

Masala, Smbhar Masala, etc.

from various parts of India are

acclaimed the world over by

culinary experts. Additions of

spices make curry and other

preparation delicious.

Spices impart that rich

flavor, aroma and taste to

dishes, be it vegetarian or

non vegetarian preparation.

We at khedekars surya

spices try to give this rich

Indian tradition. Our Goatoo has its own typical

tradition masala blends.

We started in 1989 in a

small room of about

200Sq.ft. we started with

the local market and now

catering to whole of Goa. In

near future we plan to enter

the neighbouring konkan

area from Maharashtra and

Belgaum, Karwar from

Karnataka.


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In spice power manufacturing

were the first to introduce food

grade laminated Polyester Poly

packing on fully automatic Form,

Fill and Seal machines way back

in 1996 in Goa. Our gram mages

range from 25 gm to 1 Kg. our

specialty is, the spices are

roasted in oil as is done in

traditional way and are thenpound (not ground) on pounding

machines to retain that

traditional taste, aroma and

flavor in blended masala.On Akshaytritiya of 2002 we

shifted our activities to new

premises at lush green

Pisgal village in Priol in

spacious well equipped

manufacturing unit with allthe facilities, in an area of

8000Sq.ft. We have our in

house Quality Assurance

facility required as per PFA

and other food standards.

We are in the process of going for

AGMARK graduation in near

future. We at khedekars Surya

Spices are very cautions in

maintain consistency in quality,

rich traditional taste, aroma and

flavor. Due to consistent quality,

taste flavors our spices powders

are accepted in every household

of Goa.


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SURYA AGRO INDUSTRIES 2012We have our own

delivery van for the

distribution of ourproducts. Sub-

distributors, wholesalers

and retailers are spread

all over Goa. Our

products are available at

various super stores,

bazaar, self service

counters, etc.


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PRODUCTS

Our products include:

Chilli Powder Turmeric powder Coriander powder Jeera powder Pepper powder and White pepper powder Other products include: Mixed masala Garam masala Mutton/chicken masala Pickle masala Pav Bhaji Masala Sambhar masala Pulva / Biryani masala Chhole masala Kurma masala Different varieties papads


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OBJECTIVE OF THE STUDY:

To know the awareness of different brands in households. To study the preference of women towards the different

spices available in the market.

To know the features looked by the consumers. To study the buying behaviour of women while purchasing

spices.

To know the awareness and satisfaction level of womentowards surya products.

Are consumers satisfied with the quality and the variety ofthe spices available in the market?


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SURYA AGRO INDUSTRIES 2012RESEARCH METHODOLOGY

Technology and customers tastes and preferences play a vital role

in todays generation. Research Methodology is a set ofvarious methods to be followed to find out variousinformations regarding market strata of different products.Research Methodology is required for every industrialservice industries for getting acquire knowledge oftheir products.

PERIOD OF STUDY:

This study has been carried out for a maximum period of 4weeks.

SAMPLE SIZE

The sample was selected from the restricted area of Goa likePonda, Mapusa, Panjim, Vasco, Margao. It was a non-probability

based sampling based on convenience. The sample size was limitedto 500 respondents because of limited available time.

RESEARCH DESIGN

Research design is purely and simply the framework plans for study thatguides the collection and analysis of data.Primary Research

This research is conducted in two phases. In the first phase the report isbased on the results of a wide survey, that is, personal interview with theaid of printed questionnaires.

Secondary ResearchThe second phase of Research is conducted by Secondary Research usingother Databases.


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SURYA AGRO INDUSTRIES 2012METHODLOGYThere are different methodologies in a research study. These are thefollowing steps we will follow.

Target populationThe target population for the study of Consumption pattern of spices is -Consumers, from different economical & demographical backgrounds,which are using spices.

Geographical coverageVascoMargao

PondaPanjimMapusa

SamplingSample unit: consumer using spices.

Sample planThe selection of the samples is done following the two

techniques, which are:SIMPLE RANDOM SAMPLINGCONVENIENCE SAMPLING

Sample size:-Information is collected from a sample size of 500 customers(from Goa) respondents which include only females.

Demographics of sampleGender: in the total sample size of 500 we will consider 500females because spices are purchased by housewives only.


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SURYA AGRO INDUSTRIES 2012DATA COLLECTION:

Data is collected from various customers through personal interaction. Specific questionnaire is prepared for

collecting data. Data is collected with mere interaction andformal discussion with different respondents.

TOOLS OF ANALYSIS:

Research Design: -The research work is exploratory in nature, and is meantto provide the basic information required by research

objectives. It is a preliminary study based on primary dataand the findings can be consolidated after a detailedconclusive study has been carried out.


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PRESENTATION AND ANALYSIS OF DATA

Q1: Do you use made spice or branded spices?

MAPUSA

MARGAO

2%

46%52%

USES

HOME MADE

BRANDED

BOTH

when women were asked which

masala's do you use then 52% of

women responded that they uses

both the masala that is homemade

and branded masala. 46% of womenwish to use branded masala and only

2% of women uses homemade

masala.

Thus we can conclude that 1/2th of

surveyed population in Mapusa uses

both that is branded and home -

Here Almost 51% women usebranded spice whereas 39% prefer

both that is branded and homemade

and only10% women wish to use

homemade masala.

Thus, we can conclude that 1/2 of

the population in Margao uses

branded masala.

10%

51%

39%

USE

HOMEMADE

BRANDED

BOTH


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PANJIM

PONDA

Vasco

When women were asked which

masala they prefer whether home-

made, branded or both they replied

that 48% of women uses both that is

branded and homemade where as

only47% women desire to make use

of branded masala and only5% uses

homemade masala.

Thus from the above data we canobserve that most consumers in

Panjim prefer both that is branded

and homemade masala.

2%

42%

56%

USE

HOMEMADE

BRANDED

BOTH

When women were asked which

masala they prefer whether home-

made, branded or both they replied

that 56% of women uses both that is

branded and home-made both, where

as only42% women desire to make

use of branded masala and only2%

uses homemade masala.

Thus from the above data we can

observe that most consumers in

Panjim prefer both that is branded

and homemade masala.

5%

47%

48%

USE

HOMEMADE

BRANDED

BOTH


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VASCO

Thus from the above data we can conclude that majority of the

surveyed population of 5 cities prefer to use both that is branded

and home-made masala.

52% of women prefer homemade and

branded masala whereas 33% women

choose to use branded masala because

of their busy life, and only15% of

women wish to use homemade masala

rather than buying from outside becausethey can vary various parameters

according to their taste and preferences.

Thus we can say that both that is

branded and homemade masala is

popular in vasco city.

15%

33%52%

Use

HOMEMADE

BRANDED

BOTH


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Q2: Which spice brand you are aware of?

MAPUSA

Margao

MARGAO

When women were asked whether they

are aware of different brand of masala,

then 37% of women replied that they

are aware of Everest masala. 29%

MDH and 21% of Surya and only13%

women were aware of Suhana

Thus we can say that 1/4th of

population are aware of Everest

masala.

Surya is the most popular branded spices

in Margao city as 39% of women preferred

it and after that Everest is 2nd popular

brand of masala30%, then25% MDH

masala is being preferred by women and

only6% of women are aware of Suhanabrand.

Thus 1/4th of women are aware of Surya

masala in Margao.

37%

29%

21%

13%

BRAND AWARE

EVEREST

MDH

SURYA

SUHANA

30%

25%

39%

6%

BRAND AWARE

EVEREST

MDH

SURYA

SUHANA


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PANJIM

PONDA

Vasco

When women were asked which brandof masala they are aware of41%

women responded that they were

aware of Everest, whereas 28%

women were aware of only MDH 18%

of Surya products and only13% of

women were aware of Suhana.

So we can say that Everest and MDH

has influence the peoples mind in

Panjim city.

When women were asked which brand

of masala they are aware of30%

women responded that they were

aware of Everest and Surya products

whereas 24% women were aware of

only MDH and only16% of women

were aware of Suhana.

So we can say that Everest and Surya

has influence the peoples mind in

Ponda.

41%

28%

18%

13%

BRAND AWARE

EVEREST

MDH

SURYA

SUHANA

30%

24%

30%

16%

BRAND AWARE

EVEREST

MDH

SURYASUHANA


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SURYA AGRO INDUSTRIES 2012VASCO

From the above data we can conclude that Everest has created its

image in the minds of consumers in the entire surveyed city. City

like Ponda and Margao Suryas product have created image in the

minds of the consumers.

From the above data we can see

that 36% of women are aware ofEverest, 28% are aware of Surya,

23% of women are aware of MDH

and only13% of women are aware

of Suhana.

We can conclude that 1/4th of

population are aware of Everest

masala.

36%

23%

28%

13%

BRAND AWARE

EVEREST

MDH

SURYA

SUHANA


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Q3: which masala brand do you use?

MAPUSA

Margao

MARGAO

Pa

From the data we can conclude

that 51% of women make use of

Everest, 26% of women prefer to

use MDH, 15% women uses

Surya and only3% women wish

to use Suhana and remaining

5% use different masala brand

like MTR, Badasha ,Omkar.

Thus from the data we can

observe that Everest and MDH is

preferred in Mapusa.

From the data we can conclude that

37% of women prefer to use Surya,

29% of women make use of MDH, 23%

women uses Everest and only11%

women wish to use Suhana.

Thus from the data we can observe that

Surya is mostly preferred in Margao.

51%

26%

15%

3%

5%

BRAND USED

EVEREST

MDH

SURYA

SUHANA

OTHERS

23%

29%

37%

11%

BRAND USED

EVEREST

MDH

SURYA

SUHANA


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PANAJIM

PONDA

41%

28%

21%

10%

Brand Used

EVEREST

MDH

SURYA

SUHANA

Among the various players in the

masala brand in market, Everest is

the national leader as 41% of

women desire to use Everest, 28%

of women uses MDH and 21% uses

Surya and only10% of women uses

Suhana.

We can conclude that 1/4th of the

surveyed population uses Everest.


masala brand in market, surya is

the national leader as 40% of

women desire to use Surya, 21% ofwomen uses Everest 17% uses MDH

16% of women uses Suhana and

only6% prefers other Brands.

From the above data we can say

that1/4th of the surveyed population

wish to use Surya.

21%

17%

40%

16%

6%

BRAND USED

EVEREST

MDH

SURYA

SUHANA

other


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VASCO

We can conclude that most of the surveyed population uses

Everest, MDH and Surya.

26%

39%

23%

12%

Brand Used

EVEREST

MDH

SURYA

SUHANA


masala market, MDH occupy39%

of the share,26% is taken up by

Everest, 23% women wish to use

Surya and only12% women wish

to use Suhana.

We can observe that MDH is

ruling in Vasco.


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Q4: Rate the following factors which influence your

purchasing?

MAPUSA

Most of the respondent says that price, quality ,availability and brand name

of the company plays a important role. From survey we found that 65%

people in Mapusa are highly influenced by the Everest price. Quality wise

62% are influenced to buy Everest. 55 % are influenced towards Everest for

the availability of the product where as 58 % are influenced towards

Everest as per its brand image.

Price of

the

product

Quality of

the

product

Availabilty

of the

product

Brand

name of

the

company

65% 62%55% 58%

5% 3% 6% 5%13% 15% 14% 13%14% 17%

22% 22%

2% 2% 2% 2%

Chart Title

EVEREST SUHANA SURYA MDH OYHERS


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SURYA AGRO INDUSTRIES 2012MARGAO

In Margao city we found that 36% people in are influenced by the Surya

price followed by Everest 33%. Quality wise 44% are influenced to buy

surya. 43 % are influenced towards surya for the availability of the product

where as 36 % are influenced towards surya as per its brand image.

PANJIM

In Panjim city we found that 62% people in are highly influenced by the

Everest price. Quality wise 65% are influenced to buy Everest. 59% are

influenced for the availability of the product where as 62% are influenced

per its brand image.

Price of the

product

Quality of

the product

Availabilty

of the

product

Brand

name of

the

company

33%28% 26%

30%

12%9%

12%16%

36%

44% 43%

36%

14% 19% 19% 19%

4%0% 0% 0%

INFLUENTIAL FACTOR


Price of

the

product

Quality of

the

product

Availabilty

of the

product

Brand

name of

the

company

62% 65% 59% 62%

5% 5% 5% 5%

16% 13% 15% 12%11%11% 15%

15%

6% 6% 6% 6%

Inluential factorEVEREST SUHANA SURYA MDH OTHERS


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SURYA AGRO INDUSTRIES 2012PONDA

In Ponda city we found that 58% women in are highly influenced by the

Everest price. Quality wise 47% are influenced to buy Everest 43% by

Surya. 50 % are influenced for the availability of Surya product where as 45

% women are influenced by brand name of the company that is Everest.

VASCO

In Vasco city we found that 31% people in are influenced by the Everest and

Surya's price. Quality wise 45% are influenced to buy Everest. 41 % are

influenced towards Everest for the availability of the product and 40 % areinfluenced towards as per its brand image.

Price of the product Quality of the

product

Availabilty of the

product

Brand name of the

company

35%

47%

36%

45%

5% 5% 5% 5%

58%

43%50%

40%

1% 4%9% 10%

1% 1% 0% 0%

INFLUENTIAL FACTOR


Price of the

product

Quality of

the product

Availabilty

of the

product

Brand name

of the

company

31%

45%41% 40%

14%8% 7%

13%

25%31% 32%

26%31%

16% 20% 21%

0% 0% 0% 0%

INFLUENTIALFactor



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SURYA AGRO INDUSTRIES 2012Q5: have you ever purchased spice brand looking at its

packaging?

MAPUSA

MARGAO

64%

36%

PACKAGING

YESNO

38%

62%

PACKAGE

Yes

No

when we asked the women

whether packaging plays a role

64% of women say that they get

influence looking at packaging

whereas 36% women

responded that packaging

doesn't influence them.

Thus we can conclude that

packaging does influence

women preference when they

buy masala.

when we asked the women whether

packaging plays a role 38% of women

say that they get influence looking at

packaging whereas 62% women

responded that packaging doesn't

influence them.


packaging doesnt influence women

preference when they buy masala.


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SURYA AGRO INDUSTRIES 2012PANJIM

PONDA

33%

67%

PACKAGE

Yes

No

when we asked the women whether

packaging plays a role 33% of

women say that they get influence

looking at packaging whereas 67%

women responded that packaging

doesn't influence them.


packaging doesnt influence women

preference when they buy masala.

when we asked the womenwhether packaging plays a role



whereas 64% women responded

that packaging doesn't influence

them.


packaging doesnt influence

women preference when they

buy masala.

36%

64%

PACKAGE

Yes

No


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VASCO

From the five cities surveyed majority of the women say that

outer packaging doesnt influence them when they buy masala.

when we asked the womenwhether packaging plays a role



whereas 76% women responded

that packaging doesn't influence

them.


packaging doesnt influence

women preference when they buy

masala.

24%

76%

PACKAGE

Yes

No


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Q6: which range of spice brand do you purchase?

MAPUSA

MARGAO

22%

33%

38%

7%

RANGE

25 GM

50 GM

100 GM

1 KG

19%

31%44%

6%

RANGE

25 grm

50 grm

100 grm

1 kg

38% Women prefer buying 100

gms pack because of economical.

Next preferred packaging is 50

gms and 33% of women

uses.22% of women prefer 25gmsand only7% women prefer to use

1 kg of masala.

We can observe that one fourth of

surveyed population prefer to use

100gms.

When womens were asked which

range of product they use 44% of

women responded that 100gms, 31%

said that they purchase 50

gms,25%women wish to use 25 gms

because of freshness and only6% of

women use 1kg of products.

So we can conclude that 1/4th of the

surveyed buy 100 gms


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PANJIM

PONDA

vasco

26%

30%

32%

12%

RANGE

25 grm

50 grm

100 grm

1 kg

Most of the people uses all of thementioned range of products,

while 100 gms is preferred by

32% respondents and 12% prefer

1 kg and 30% wish to use 50

gms while 26% women uses 25

gms.

We can say that one fourth of

surveyed population uses 100

gms.

Most of the people uses all of the

mentioned range of products,

while 42% wish to use 50 gms

,100 gms is preferred by33%

respondents , 4% prefer 1 kg and

21% women uses 25 gms.

Thus we can conclude that 1/4th

of surveyed population uses100gms.

21%

42%

33%

4%

RANGE

25 grm

50 grm

100 grm

1 kg


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VASCO

Thus we can conclude that majority of the surveyed population of5 cities uses 100 gms masala packets.

32%

45%

13%

10%

RANGE

25 grm

50 grm

100 grm

1 kg

In Vasco 45% of women desire

to use 50 gms of masala, 32%

uses 25 gms , 13% women wish

to use 100 gms and only10%

prefer to use 1 kg of masala.

Thus we can observe that

majority of surveyed population

in Vasco wish to use 50 gms.


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Q7 What you look for the most when you buy spices?

MAPUSA

MARGAO

24%

28%31%

17%

Chart Title

TASTE

PRICE

QUALITY

VARIETY

37%

18%

19%

26%

PREFERENCE

TASTE

PRICE

QUALITY

VARIETY

When women were asked on what

basis you will buy spice 31 %will

look for quality, 28% will look for

price, 24% will look for taste and

17% will glance towards differentvariety.

When women were asked on what

basis you will buy spice 37% will look

for taste, 26% will glance towards

different variety, 18%will look for price

and 19% will look for quality.


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PANAJIM

PONDA

25%

17%34%

24%

PREFERENCE

TASTE

PRICE

QUALITY

VARIETY

In Panjim city women will first

give their preference towards

quality, 25% will look for taste,

24% will look for variety and

only17% will pay attention

toward price.

22%

20%

38%

20%

PREFERENCE

TASTE

PRICE

QUALITY

VARIETY

In Panjim city women will first

give their preference towards

QUALITY, 22% will look for taste,

20% will look for price and

variety.


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VASCO

Thus we can conclude that women pay more attention towards

quality and taste when they buy masala.

30%

28%

14%

28%

PREFERENCE

TASTE

PRICE

QUALITY

VARIETY

30% People preferred to buy spice

on the basic taste, whereas both

price and variety play a crucial

role among 28% women, only

14% women look for quality.

We can observe that taste play a

crucial role in buying spice.


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Q8: Are you aware of Surya Spice?

MAPUSA

MARGAO

41%

59%

Chart Title

YES

NO

70%

30%

AWARE

Yes

No

When women were asked

whether they are aware of

Surya products 41% responded

that they were aware of Surya

product and 59% were not

aware.

Thus we can conclude that half

of the surveyed population is

not aware of Suryas product.

When women were asked whether

they are aware of Surya products

70% responded that they were

aware of Surya product and 30%

were not aware.

Thus we can conclude that more

than of the surveyed population isaware of Suryas product


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PANJIM

PONDA

Vasco

97%

3%

AWARE

YES

NO

When women were asked

whether they are aware of

Surya products 97% responded

that they were aware of Surya

product and 3% were not

aware.

Thus we can conclude that only

3% of population is not awarebut we can say that almost

everyone is aware of Suryas

product.

When women were asked whether

they are aware of Surya products

94% responded that they were

aware of Surya product and 6% were

not aware.

Thus we can conclude that only 3%

of population is not aware but we

can say that almost everyone is

aware of Suryas product. 94%

6%

AWARE

Yes

No


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VASCO

Thus we can say that majority of the surveyed population is

aware of surya masala.

65%

35%

AWARE

Yes

No

When women were asked whether they

are aware of Surya products 65%

responded that they were aware of

Surya product and 35% were not

aware.

Thus we can conclude that three fourth

of population is aware of Suryasproduct.


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Q9: How do you come to know about surya product?

MAPUSA

MARGAO

29%

12%59%

PRODUCT AWARNESS

ADVERTISEMEN

T

FRIENDS

RETAIL

29%

17%

54%

PRODUCTAWARNESS

Advertisement

Friends

Retail shop

When women were asked from

where they came to know about

Suryas product 49% women

responded that they came to know

about the product from retail shop,

29% from advertisement and only12% came to know from friends.

Thus we can conclude that retail

shop plays a crucial role when it

comes to Surya product.





about the product from retail

shop,29% from advertisement andonly17% came to know from

friends.

Thus we can say that 1/4th of the

population came to know from

retail shop.


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PANJIM

PONDA

8%

33%

59%

PRODUCT AWARNESS

ADVERTISEMEN

T

FRIENDS

RETAILS

When women were asked from where

they came to know about Suryas

product 59% women responded that

they came to know about the product

from retail shop,8% from

advertisement and only33% came to

know from friends.

Thus we can say that 1/2 of the

population came to know from retail

shop.




responded that they came to

know about the product from

retail shop,21% from

advertisement and only11%

came to know from friends.

Thus we can say that more than

1/2 of the population came to

know from retail shop.

21%

11%

68%

PRODUCT AWARNESS

Advertisement

Friends

Retail shop


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VASCO

Thus we can conclude that retail shops play a crucial role whenit comes to surya masala product awareness.





about the product from retail

shop, 19% from advertisement

and only15% came to know from

friends.

Thus we can say that three fourthof the population came to know

from retail shop.

19%

15%

66%

PRODUCT AWARNESS

Advertisement

Friends

Retail shop


43/52

SURYA AGRO INDUSTRIES 2012Q10: Rate the satisfaction level of Surya Spice products

based on the following features?

MAPUSA

when women were asked about their satisfaction levels towards Surya

product.40%of women were Highly satisfied towards price whereas 47%

women were satisfied towards quality, 60% women were satisfied with the

brand name of the company, 33% of the women felt that flavours aresatisfied and 40% women felt that packaging of the product is good.

PRICE QUALITY BRAND

NAME

AVAILBILITY

OF PRODUCT

FLAVOURS

OF PRODUCT

PACKGING

40%

27%

13% 11%

33%

7%

33%

47%

60%

28%

33%

7%

20% 20% 20%28% 27%

40%

7% 7% 7%

28%

7%

33%

0% 0% 0%

6%

0%

13%

SATISFICATION LEVEL

Highly satisfied Satisfied Normal Disatisfied Highly disatisfied


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MARGAO


product 30% of women were highly satisfied towards price whereas 45%


brand name of the company , 27% women were satisfied with the

availability of the product , 33% of the women felt that flavors are satisfied

and 42% are satisfied with the packaging.

PANJIM


product 60% of women were highly satisfied towards price whereas 40%


brand name of the company, 40% women were satisfied with the availability

Price Quality Brand name Availability of

the product

flavour fo the

product

packaging

30%33%

39%

24% 21%18%

30%

45%

15%

27% 30%

42%

30%

18%

33%

24%

33%27%

6%0%

6%12%

9%6%

3%3% 6%

12%

6%6%

SATISFACTION LevelHighly satisfied Satisfied Normal Disatisfied Highly disatisfied


the product

flavour fo the

product

packaging

10%15%

5%

25%20%

25%

60%

40% 40% 40%

30%20%

25% 30%

40%

20%30%

35%

5%

15% 15% 15% 15%20%

0% 0% 0% 0%5%

0%

SATISFACTION LEVEL

highly satisfied satisfied normal disatisfied highly disatisfied


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SURYA AGRO INDUSTRIES 2012of the product, 30% of the women felt that flavours are satisfied and 35%

are satisfied with the packaging.

PONDA

when women were asked about their satisfaction levels towards Suryaproduct 41% of women were satisfied towards price whereas 46% women

were satisfied towards quality, 36% women were satisfied with the brand

name of the company , 59% women were satisfied with the availability of the

product , 49% of the women felt that flavours are satisfied and 44% are

satisfied with the packaging.

PRICE QUALITY BRAND NAME AVAILABILITY

OF THE

PRODUCT

FLAVOUR OF

THE PRODUCT

PACKAGING

41%44%

31%

59%

46%44%

41%46%

31%

33%

49%

28%

18%10%

36%

8%5%

26%

0% 0%3%

0% 0%3%

0% 0% 0% 0% 0% 0%

SATISFACTION LEVEL



46/52


VASCO


product 55% of women were satisfied towards price whereas 40% womenwere satisfied towards quality, 40% women were satisfied with the brand

name of the company , 35% women were satisfied with the availability of the

product , 55% of the women felt that flavors are satisfied and 55% are

satisfied with the packaging.


the product

flavour fo the

product

packaging

15%

30%

15%

5%

35%

0%

25%

40%

25% 25%

55%

0%

55%

20%

40%35%

10%

55%

5%10%

20%

35%

0%

25%

0% 0% 0% 0% 0%

20%

SATISFACTION LEVEL



47/52


SWOT ANALYSIS

STRENGTH

The SURYA Masala and instant mix are fresh, available inattractive poly pack and of best quality.

The company has a reputed name in the market. Easy availability of the products in most of the cities in the

market.

Good taste. The quality of the product, as well as its reasonable price. Good distribution channel all over the states.

WEAKNESS

The products cant be stored for long time.

Environment factor af fect the raw materials andthus the final product may be affected.

Surya sales its product just in Goa.

Very less spending on advertisement.


48/52


OPPORTUNITY

Expand their area of operation and give more variety in theirproduct range.

The market of packed spices is increasing day by day. By increasing advertising and introducing new products

company can increase its sales.

Diversify their business in the form offranchising.

Increase production & expand their distribution areato capture national market.

4. Threats

Loose spices in market are major threat to industry. Stocking habits of consumers and not purchasing when

needed also affects sales.

Cutthroat competition in industry is also a threat. If they restrict their boundaries of operation then in long

run it will affect its profitability.


49/52

SURYA AGRO INDUSTRIES 2012CONCLUSION

In our survey we found that spice consumption is very

popular in Goa.

Gone those days when people did not have choice to make if

they decided to buy something. Today the situation has

changed. Todays market is much more consumer driven and the

goods have to be manufactured according to the needs of the

consumer if producers ought to make profit. Consumer has

become the king and his needs bear the greatest importance.

Today in this present scenario of cut throat competition

evidenced by the advent globalization, the corporate world has

learned very quickly that differentiating their products from that

of their competitors is the prime importance.

Most of the women uses Everest,MDH and Surya . And women

preferred to buy 100 gms of masala packets. Majority of women

were aware of surya products.


50/52


RECOMMENDATIONS

From the above findings and analysis, following recommendations couldbe drawn:

Packaging of 100gms should be produced by thecompanies as it contains optimum quantity which is sufficient for anuclear family of 3-4 people.

As consumers are educated and well aware now a days,

they are very health conscious and hence nutritional value,manufacturing and expiry date should be mentioned on thepackaging very clearly.

C o m p a n i e s s h o u l d a g g r e s s i v e l y a d v e r t i s e c o u p l e dw i t h e f f e c t i v e s a l e s promotions for improving customer recall

and brand image.

Since Spices are majorly available in local retail shops,

departmental stores and factory outlets, reaching the customeris easy. Hence differentiation in product is necessary byproviding say more varieties like chat, Tea, Dal, Rasam,Tanduri chicken masala, etc so that more and more customerscan be attracted.

Good packaging, certification from food agencies, Expiry date etc.should be maintained to give customers a home -made taste andpush him to buy from market rather than making at home


51/52


FIELD FINDINGS

1)Most ofthe people arent interested in filling thequestionnaire.

2) Especially housewives showed little interest because theymisunderstood us as salesperson.

3)Response from working women was comparatively good.4) Since most of the women aged 40 and above are

less educated hence sometimes we had to translate thequestionnaire for them.

5)Ladies usuallydont prefer giving their contact no.6)Some housewives dont give their surnames also.


52/52


BIBLIOGRAPHY

Research methodology by-C.R. KOTHARI

http://mdhspices.com

http://www.suhana.co.in/

http://www.everest.com/
http://mdhspices.com/http://mdhspices.com/http://www.suhana.co.in/http://www.suhana.co.in/http://www.everest.com/http://www.everest.com/http://www.everest.com/http://www.suhana.co.in/http://mdhspices.com/

an introduction to indian spices final

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