BUYING BEHAVIOUR OF CONSUMERS TOWARDS SIFTI DESI

GHEE

Sahil Marwaha

Roll no. 2139/11 Univ. roll no. 1176138

MBA 3rd SEM

EXPERIENCE IN THE TRAINING

By undergoing training in Aneja Food Products (Sifti Ghee), I got in-depth knowledge about consumer behaviour and how to make consumer satisfied with the availed products. It also helps me gain knowledge how to interact with different customers.

INTRODUCTION TO ANEJA FOOD PRODUCTS

Established in 1991, Aneja Food Products is a leading manufacturer and exporter of a wide range of dairy products such as Desi Ghee, Whole Milk Powder (WMP), Skimmed Milk Powder, Dairy Mix, etc.

INTRODUCTION TO CONSUMER BEHAVIOUR

It is defined as all psychological, social and physical behavior of potential customers as they become aware, evaluate, purchase, consume, and tell to others about product and services. Buyer behavior includes communication, purchasing and consumption behavior.

OBJECTIVE OF THE RESEARCH

To identify the customer of Sifti Ghee.To know the income level of customers of Sifti Ghee.To know the level of satisfaction of customers of Sifti

Ghee.

RESEARCH METHODOLOGY:-

Sampling Frame: 400 customers of Sifti Ghee, Amritsar.

Sampling Size: 80 respondents.

Sampling Technique: Random technique.

Research Design: Descriptive research design

METHOD USED FOR DATA COLLECTION:

Questionnaire was prepared keeping the objective of research in mind. 

Questions were asked to respondents as regards to their willingness to purchase ghee.

The help of questionnaires conducted direct interviews, in order to get accurate information.

I visited as many respondents as I can and asked them their real likings about any ghee and also got an idea.

DATAANALYSIS

AND INTERPRETATION

INTERPRETATION:

35% of the respondents are male and 65% of the respondents are female. From the above table we can conclude that, the majority of the respondents were belongs to female group.

0

20

40

60

80

Male Female

35

65

No

. of R

esp

on

den

ts

CLASSIFICATION OF CUSTOMERS BASED ON SEX

Male

Female

INTERPRETATION:20% of the respondents are businessmen, 10% of the

respondents are employees, and 65% of the respondents are house wives, 05% of the respondents are others group.

0

20

40

60

80

Business Employee House wife Others

2010

65

5

No.o

f re

spondents

Graph No. 5.2

ANALYSIS OF OCCUPATION OF THE RESPONDENTS

Business

Employee

House wife

Others

INTERPRETATION: As per the data 38% of the respondents earn per month

below 5000, 30% of the respondents earn 5001 to 10000, 21% of the respondents earn above 10001 to 15000. 11% of the respondents earn 15000 & above. From the above table we can conclude that majority of the respondents’ monthly income group of below 5000 and more than 5000 to 10000.

05

10152025303540

Below 5000

5001-10000

10001-15000

15001 & above

38

30

21

11N

O.O

F R

ES

PO

ND

EN

TS

ANALYSIS OF MONTHLY INCOME OF RESPONDENTS

INTERPRETATION:25% of the respondents rated that Sifti Ghee& Ghee products are Excellent. 48% of the respondents rated as good, 22% of the respondents rated as Average Quality. 0.5% of the respondents rated that Sifti Ghee& Ghee products are Poor. From the above table we can conclude that majority of the respondents rated Sifti Ghee& Ghee products are of Good Quality.

Excellent Good Average Poor05

101520253035404550

25

48

22

5

Quality of Sifti Desi Ghee product is:

Rating

No.

of

Res

pon

den

ts

INTERPRETATION:

As per the data gathered, out of 100 respondents, 05% of the respondents buying since last six months, 15% of the respondents from one to two years, 20 % of the respondents from three to four years, 60% of the respondents buying Sifti Ghee& Ghee products from more than four years.

.

6 Months 1-2 Years 3-4 Years More than 4 years

0102030405060

515 20

60

Analysis of Purchase Duration of the Ghee Product

Consumption

No.

of

Res

pon

den

ts

INTERPRETATION:

96% of the respondents feel that they get the value for money they paid. Only 0.4% of the respondents feel that they are not getting the value for money what they paid.

From the above table we can conclude that majority of the respondents are agreed that they are getting the value for money they paid.

Yes No0

20

40

60

80

100

96

4

Sifti Ghee product are Value For Money

Response

No.

of R

espo

nden

ts

INTERPRETATION:

97% of the respondents were recommended Sifti Ghee and, 0.3% of the respondents were not recommended Sifti Ghee and products to others.

From the above table we can conclude that majority of the respondents were recommended Sifti Ghee

Yes No0

20

40

60

80

10097

3

I will recommend Sifti Ghee product to others

opinions

No.

of R

espo

nden

ts

FINDINGS:-

It is findings in the survey that females are the main decision maker for the ghee.

Based on the occupation of the customer, it is found in the survey that 65% are the housewives and 35% are from various occupations such as a businessman, employee etc for the SIFTI desi ghee.

It was found that Sifti Ghee is very popular in low income class.

It was found that majority of the user are happy with it quality and consider it to value of money.

SUGGESTIONS:

From the survey it was found that the brand is popular in low income class but people satisfied with its quality so a company should try to penetrate into other income class.

Ghee purchasing decisions are more decided by women rather than male, because she act as a invigilator, execute her decision and influence the same to the purchase while ascertaining the quality, freshness and price.

CONCLUSION:-

From the survey it can be concluded that the customers of

Sifti Ghee are satisfied with the products and this is a

quality sign for the company.

The company should capitalized on this opportunity and

should look forward to expand in future. It is observed that

Sifti Ghee has a good market value.

Thank You