Transcript
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“SNACKS MARKET ANALYSIS IN MEERUT, A STUDY BEFORE

PRODUCT LAUNCH”

SUMMER INTERNSHIP PROJECT REPORT

ByAMIT KUMAR

Work Carried for CavinKare Pvt. Ltd.Under the Supervision of:-Industry Mentor, Mr. Rudra Pratap Chandra, Regional Branch Officer of CavinKare.College Mentor Ms. Neha Sharma, Faculty of Master School of Management, Meerut.

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ACKNOWLEDGEMENT

I owe my sincere gratitude to the Branch Officer of CAVIN KARE PVT. LTD. -NEW DELHI & MASTER SCHOOL OF MANAGEMENT, MEERUT, U.P for providing me an opportunity to do my project study.

The project report entitled “Consumer Buying Behaviours & Role of Retailer for Consumer Buying Decision of Snacks”. It is an outcome of constant encouragement & inevitable guidance of my project guide “Mr. Rudra Pratap Chandra Regional Branch Officer of CavinKare “. He made me realize complexities of the subject, practical & theoretical aspects. Hence I pay my sincere gratitude to him, who inspired me to undertake this work & guided me continuously. Without his valuable guidance, this couldn’t have been completed.

Especial thanks to my respected faculty guide Prof. R.P. Juyal, Prof. Satendra Soam, Prof. Manoj Sahay, I.T. Specialist Prof. Somen Saha, my Senior Mr. Deepak Kr. Singh for giving an affectionate cooperation & enormous support words are in adequate to express my gratitude to them.

I would also like to express my deep sense to gratitude to all the shopkeepers, retailers, distributers, tea stalls and battle shops that helped me to collect the data to make this project valuable.

Finally I am so kind of my Parents & Sir who showed immense faith in me and gave me an opportunity to explore my talents and contribute my knowledge in the industrial arena. And I would like to thanks all my friends who were always ready to help.

AMIT KUMAR.MASTER SCHOOL OF MANAGEMENT.MEERUT.

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PREFACE

Post Graduate Diploma in Management (P.G.D.M.), one of the most reputed professional courses includes both theory & practical as a part of two years curriculum. In this course each student has to under go practical summer training in an organization of repute. Summer training is an exercise by means of which student learn many things which cannot be taught in the classroom. During summer training students understand the real modus operandi of the concerned areas of interest in the real life situation. The summer training process is an endeavour to converts all that’s virtual into a real image i.e. it helps in applying all the theoretical concepts in to the real corporate world. It helps in developing the managerial skills using which we can convert into language & convey the taught & ideas from our mind to others aspect of management education, which is receiving attention the evaluation of the practical training, is to bring actual environment in touch of Business Management. It is rigidly accepted that the theory widens one’s thinking viz., concepts of marketing philosophies, but practice indicates the modern Marketing and used in wide variety of setting of products.

This project work has been done under the supervision of CAVIN KARE Pvt. Ltd, where 100 retail shops were visited to find out the contribution of chips, kurkure, mixtures and other snacks Meerut. This project has been done under the guidance of the Regional Branch Officer of CAVIN KARE Pvt. Ltd. -NEW DELHI

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EXECUTIVE SUMMARY

DISSERTATION TITLE: “SNACKS MARKET ANALYSIS IN MEERUT & STUDY OF CONSUMER BEHAVIOUR”.COMPANY: CAVIN KARE PVT. LTD. NEW DELHIMENTOR: MR. RUDRA PRASAD CHANDRANAME OF THE STUDENT: AMIT KUMARRESEARCH AREA: MEERUT.

This project delivers an insight about the market of snacks products of Meerut. It also brings out the acceptance level for the product by corporate & strategies to establish & increase market share with respect to HALDIRAM PRODUCTS, FRITO LAYS, PARLE AGRO and OTHERS.Snacks products are Haldiram Bhujia, Khatta Mitha, Navratna Mixture, Kaju mix, Kashmiri mixture, Panchratna, Nimboo Masala, Chana Jor Garam, Moong Dal, Moong Dal Masala, boondi, Peanut Salted, Nutcracker, Hing Jeera Mix, Chips, Takatak, Frito-Lays Magic Masala, Lays Classic Salted, Lays Tomato Tango, Lays Onion Flavour, Uncle chips Spicy Treat, Uncle chips Plain Salted, Cheetos, Cheetos Ball, Kurkure Masala Munch, Kurkure Bangali Tadka, Kurkure Chilly Chatka, ITC Bingo, Mad Angles, Parle Agro Hippo, Musst Stix, Crax and Local Products.

The need for conducting research is to explore a huge market to establish new snacks of CAVIN KARE. This research conducted to analyze the target market and gets the information about the competitors. The thesis also contain the detailed methodology, which are the survey results, personal interviews based on one to one discussion, observation, analysis & their interpretation, which brings out the acceptance level of corporate.

Signature of student. Signature of the MentorAmit Kumar. MR. RUDRA PRASAD CHANDRA.

Branch officer.4

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CavinKare pvt. Ltd. New Delhi.

Table of Contents

SL. NO.

NAME OF CHAPTERS PAGE NO.

1 Acknowledgement 2

2 Preface 33 Executive Summary 44 Table of Content 55 List of Tables 66 List of Charts 78 Introduction 8-99 Indian Snacks Industry Overview 1010 Company Profile 11-1211 Review of Literature 1312 Objective 14-1613 Major players in Snacks 1714 Research Methodology 18-2115 SWOT Analysis, Observation 21-2216 Data analysis & Findings 23-4517 Conclusion 4618 Limitation 4719 Recommendation 4820 Bibliography 4921 Appendices:- Data Collected by: 50-5222 Retailer’s Questionnaire 53-5923 Distributor’s Questionnaire 60-63

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LIST OF TABLES

SL. NO. NAME OF CHARTS PAGE NO.1 Market Share Of Snacks In Meerut In Terms Of

Money23

2 Analysis Of All Snacks Of Rs. 5 24

3 Analysis Of All Snacks Of Rs. 10 254 Analysis Of All Snacks Of Rs. 30 To 40 265 Analysis Of Haldiram’s Rs. 5 Products. 276 Analysis Of Haldiram’s Rs. 10 Products 287 Analysis Of Haldiram’s Rs. 30-40 Products 298 Analysis Of Haldiram’s Rs.70-85 Products 309 Analysis Of Haldiram’s Rs.165-85 Products 3110 Analysis of Rs.5 of Frito-Lays products and its share 3211 Analysis of Rs.10 of Frito-Lays products and its share 3312 Analysis of Rs.20 of Frito-Lays products and its share 3413 Placing New order 3514 Visibility of Product 3615 Retailer’s Preference to Sale 3716 Packaging Importance Role 3817 Comparison between Branded and Local Products 3918 Individual’s Preference for Size 4019 Group of Friend’s Preference for Size 4120 Family’s Preference for Size 4221 Preference for Size 4322 Reasons for keeping Local Products in Shop 4323 Reasons for keeping Branded Products in Shop 4424 Reasons for keeping Both Products in Shop 4425 Retailer’s Choice Among Cash or Credit Purchase 45

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List of ChartsSL. NO. NAME OF CHARTS PAGE NO.

1 Market Share Of Snacks In Meerut In Terms Of Money

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2 Analysis Of All Snacks Of Rs. 5 243 Analysis Of All Snacks Of Rs. 10 254 Analysis Of All Snacks Of Rs. 30 To 40 265 Analysis Of Haldiram’s Rs. 5 Products. 276 Analysis Of Haldiram’s Rs. 10 Products 287 Analysis Of Haldiram’s Rs. 30-40 Products 298 Analysis Of Haldiram’s Rs.70-85 Products 309 Analysis Of Haldiram’s Rs.165-85 Products 3110 Analysis of Rs.5 of Frito-Lays products and its share 3211 Analysis of Rs.10 of Frito-Lays products and its share 3312 Analysis of Rs.20 of Frito-Lays products and its share 3413 Placing New order 3514 Visibility of Product 3615 Retailer’s Preference to Sale 3716 Packaging Importance Role 3817 Comparison between Branded and Local Products 3918 Individual’s Preference for Size 4019 Group of Friends’s Preference for Size 4120 Family’s Preference for Size 4221 Retailer’s Choice Among Cash or Credit Purchase 45

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INTRODUCTION

The Indian food industry is hailed as the sunshine industry of India. The current market size of Indian food market is around US$ 182 billion, and as per latest reports, the Indian food industry comprises nearly two thirds of the total Indian retail market.

According to a study by McKinsey & Co, the Indian food market will grow two fold by 2025 with the rapidly growing Indian economy and improving lifestyles of Indians contributing in a big way to this growth. Quoting the study by McKinsey & Co, a report by the US Department of Agriculture stated "The market size for the food consumption category in India is expected to grow from US$ 155 billion in 2005 to US$ 344 billion in 2025 at a compound annual growth rate of 4.1 per cent."

Indian snack food industry comprises of many Indian as well as MNCs. Snacks market consists of nuts & seeds, popcorn, potato chips, biscuits, namkeen, etc. The Indian snack market reached a value of $307.7 million in 2001. The Indian snacks food market is of the order of 400,000 tones. This wide range of products is categorized under Potato /Banana Chips, Namkeens & Fun-Foods.

The organized market for chips is estimated to be 6500 tons valued at Rs.2 bn. The market for branded chips has been growing at a fast pace of around 20-25 % annually. There are approximately 1,000 types of snacks and another 300 types of savouries being sold in the Indian market today. The Indian snacks market is worth around US$ 3 billion, with the organised segment taking half the market share, and has an annual growth rate of 15-20 per cent. The unorganised snacks market is worth US$ 1.56 billion, with a growth rate of 7-8 per cent per year.

Snack food generally does not form a part of the main meal but are items eaten in between meals for pleasure and during relaxation. Snack food is highly subjected to impulse buying as well as variety seeking and has gained popularity. There are a several brands of snacks such as Lays, Kurkure, and Bingo, Haldiram, Parle all they are Major players of Snacks. Local Players are such as Sudh namkeens, Gupta Jee Snacks, I.J. Products, Jabsons, Satmola, Aadarsh, Babaji, Naman etc have greater influence in Meerut.

CavinKare snacks i.e. Garden namkeens are a complete delight to the taste buds and can create the desire for more and more. These snacks will not only satisfy your tummy but will also sustain a feel in your mouth to associate you

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with the bond of Natural Taste. CavinKare company have been launched a newly snacks Garden Nankeens’ MIX FARSAN, DIET BHEL, MOONG

DAL & LEMON BHEL. This project is based on new snacks of CavinKare, where researcher needs to find out the contribution of chips & sticks across Meerut, U.P., Delhi.

The objective of this project is to find out the total contribution of snacks - chips & other namkeens, understand the tastes & preferences of the consumers, analyze the strategies and performance of major competitor brands in snacks market. And suggest opportunities for new products.

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Indian Snacks industries overview

The Indian FMCG sector is the fourth largest sector in the economy with a total market size in excess of US$ 13.1 billion. It has a strong MNC presence and is characterized by a well-established distribution network, intense competition between the organized and unorganized segments and low operational cost. Availability of key raw materials, cheaper labour costs and presence across the entire value chain gives India a competitive advantage. The snack food market in India is valued at Rs. 1530 crore and is one of the largest markets in the world, out of which potato chips holds the major market share of around 85%. Products covered potato chips, savoury snacks, snacks nuts, and popcorn. Snack foods are highly subjected to impulse buying and have gained popularity, today, due to:

• Growing urban population.• Increase in number of nuclear families.• Increase in the number of working women.• Media penetration leading to attraction for novel food, and• Higher disposable income.

Snacks are a part of consumer convenience / packaged foods segment. Snacks are described as a small quantity of food eaten between meals or in a place of a meal. Snacks food generally comprises bakery products, ready to eat mixes, chips, namkeen other light processed foods according to the ministry of food processing the, snack food industry worth is 102 billion in value in over 4,00,000 tones in terms of volume.The snacks industry is dominated by unorganized sector. According to APEDA SURVEY almost 1,000 snacks items & 300 types of savouries are sold across India. The branded snacks are sold at least 25% higher than the unbranded products. The industry has been growing around 10% for the last three years, while the branded segment is growing around 25% per annum to stand at 5000-Rs 5,500 crore, due to various reasons like multiplex culture, snacking at home while watching T.V., pubs & bars. AC Nilsens Retail Audit shows that the sales volumes are due to a marked preference for ethnic foods, regional bias towards indigenous snacks and good value for money perception. Of course branded segment is much smaller at 2,200 crore, which is what makes it so attractive to food companies that are looking at bigger shares.

The potato chip market is generally unorganized industry. Nearly all potato chips snacks product are manufactured and sold locally. There is also no

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uniform standard for packaging, as there is in Europe the United States and other more developed region. PepsiCo Food Ltd. now has known as Frito-lay

India ltd. Produces India’s largest snack food manufacturer brands including Ruffles, Hostess, Cheetos & Uncle chips.

Major Players in Snacks

PepsiCo (Lays & Kurkure)Lay's is the brand name for a number of potato chip (crisps in British English) varieties as well as the name of the company that founded the chip brand in 1938. Lay's chips are marketed as a division of Frito-Lay, a company owned by PepsiCo Inc. since 1965. Other brands in the Frito-Lay group include Fritos, Doritos, Ruffles, Cheetos and Rold Gold pretzels.Kurkure launched in 1999, soon became the perfect Namkeen snack of the nation. Embodying the spirit of our lovable country, this tedha shaped snack has found a home in the hearts and minds of all.

Lays Flavours & Kurkure FlavoursMagic Masala & Masala MunchSpanish tomato tango & Naughty tomatoes Spicy treat Chilli ChatkaClassic Salted Green chutney Rajasthani Style cream onion flavor & Hydrabadi HangamaNon veg. Brands & Desi beats

HaldiramHaldiram began as a tiny shop in Bikaner in 1937, the land as famed for its savouries as for its leather- faced pipe player fierce warriors. By 1982, Haldiram’s had set up shop in Delhi. USA was the first market where they started export in 1993. Haldiram's key world to attract the customers are Packaging, Point of purchase (POP), Shelf life, Namkeens, Product promotion, Niche market, Pricing strategy, Gift packs and Indiatimes.com.

ParleParle snacks are a complete delight to the taste buds and can create the desire for more and more. These snacks will not only satisfy your tummy but will also sustain a feel in your mouth to associate you with the bond of Parle. Parle company have been launched a newly snacks Musst chips & Musst stix.Musst chips Musst stix Aloo Chat Masala Munch, Sweet & spicy chutney Japanese Zatka, Classic Salted Saambar, Red chilly achar Sweet Chilly, and Chatpata Chat.

ITC (Bingo)

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(14 march 1999):- ITC Limited - Foods Division announced the launch of its new snacks brand Bingo, which marks the company's foray into the fast growing branded snacks segment. The launch of Bingo represents ITC Foods' fifth major line of foods business after the highly successful Staples, Biscuits, Ready-to-Eat and Confectionery businesses. The organized snacks category is

sub-divided into the traditional segment (Bhujia, chanachur etc.), Western segment (potato chips, cheese balls etc.) and the newly established Finger snacks segment, which is an adaptation of traditional offerings to the western format.Made Angles FlavorsChips FlavorsFinger Snacks FlavorsTomato mischief Tomato Funky MasalaChilli Dhmaka Chatkila nimbu achar Tomato twistAchari Masti

Other BrandsSudh Namkeens, I.J.Products, Naman Namkeens, Gupta ji Namkeens, Aadaesh Namkeens, Local Manufacturers etc. are several brands of snacks which are also competing with international brands. These brands are mainly affecting the sales of main brands such as Lays, Kurkure, and Bingo etc. These brands are giving more quantity as well as quality with more or less same price including retailers extra benefits in term of profits and credits as well.

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About The Company

CavinKareCavinKare is a leading FMCG Indiana player. It started in 1983 as a small partnership firm named as Chik India pvt. Ltd with only 15000 Rs. which was later named as CavinKare Pvt. Ltd. in 1998. With innovative entrepreneur C.K. Rangnathan at the helm, CavinKare emerged as a successful business enterprise.Smart marketing & clear product positioning not only ensured CavinKare growth but also helped the company broaden its product portfolio extensively. The company now markets 10 major brands.The company offers quality personal care (Hair care, Skin care, Home care and Ethinic care), Skin Care (Fairever, Fairever Fruit, Spinz Talc, Spinz Deodorants, Hi5 Deo, Nyle Cold cream and Lotion), Hair care (Chik Shampoo, Chik Satin Shampoo, Nyle Herba Shampoo, Meera Badam Shampoo, Indica Hair Colorant, Indica 10 Minutes), Ethnic Care (Meera Hair Wash Powder, Karthika Hair Wash Powder, Meera Aritha Ras), Home Care (Tex, ToppMopp), Food Division (Ruchi Pickles, Chinni’s Pickles, Chinni’s Vermicelli, Ruchi Gulab Jamun Mix, Meera Coconut oil), Dairy Products (Standardised Milk Toned, Milk Full Cream, milk Double Toned Milk, Cavin’s Curd), Maa Fruit Juice beverages (Mango, Apple, Guava, Pineapple), Cavin’s Flavoured Milk Beverages (Kesar, Badam, Pista, Strawberry, Coffe-Toffe) and food products borne out of a keen understanding of consumer needs and keeping up company's the values of innovation & customer satisfaction.

Today CavinKare having established a strong foothold in national market is increasing its popularity in international arena. A dedicated research & development centre equipped with latest equipment & technology constantly supports the endeavour. The company which initially relied on contract manufacturing has set up world class plant at Hridwar to cater the national & international demand. CavinKare has crossed a turnover of 10165 INR in the financial year 2010-11. The company has employee strength of 1780 & 1300 stockists catering to about 25 lakhs outlets nationally.

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Review of Literature

The savoury snacks market consists of nuts & seeds, popcorn, potato chips, processed snacks and other savoury snacks. The market is valued according to retail selling price(RSP) and includes any applicable taxes. (Savoury snacks in India data monitor market (2008))

India's snacks market is estimated to be worth $3 billion, with the organised segment accounting for half the market share and growing at a rate of 15-20% a year. The unorganised snack food market is worth $1.56 billion and is growing at 7-8%, the report said. "Consumers are willing to pay a premium for both value-added private and branded products, creating immense opportunities for manufacturers and retailers, it said, adding "there is a widespread recognition in India that consumers are likely to replace light meals with snacks.

PTI (Time Of India(2008))

According to a study by McKinsey &Co, the Indian food market will grow two fold by 2025 with the rapidly growing Indian economy and improving lifestyles of Indians contributing in a big way to this growth. Quoting the study by McKinsey &Co, a report by the US Department of Agriculture stated "The market size for the food consumption category in India is expected to grow from US$ 155 billion in 2005 to US$ 344 billion in 2025 at a compound annual growth rate of 4.1 per cent." The Indian snacks market is worth around US$ 3 billion, with the organised segment taking half the market share, and has an annual growth rate of 15-20 per cent. The unorganised snacks market is worth US$ 1.56 billion, with a growth rate of 7-8 per cent per year. There are approximately 1,000 types of snacks and another 300 types of savouries being sold in the Indian market today. Potato chips and potato-based items are the most popular products with more than 85 per cent share of the salty snack market, the report said. In the organised potato chips market, Pepsi and Haldiram's are some of the leading players.

According to a case on Snacks –Namkeen, the Indian snack food industry comprises of many Indian as well as MNCs. The Indian snack market reached a value of $307.7 million in 2001. The Indian snacks food market is of the order of 400,000 tones. These wide ranges of products are categorized under Potato / Banana Chips, Namkeens & Fun-Foods. The organized market for chips is estimated to be 6500 tons valued at Rs.2 bn.

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The market for branded chips has been growing at a fast pace of around 20-25 % annually. Since the majority of MNCs entered their venture in Ready-To-Eat Snacks & Namkeens. The Research was a good experience & the final conclusion is that the consumers generally associate Ready-To-Eat Snacks & Namkeens with Time Pass.Majority of them prefers wafers to be their first choice with Haldiram being the second preference. Namkeens on other hand are usually preferred as hunger quencher and are eaten whenever the consumers are hungry. Ready-To-Eat Snacks & Namkeens are generally considered as take away food and hence the consumers generally buy 1-2 packs and do not store them. Through the research it was concluded that the consumers want even POPCORN to be included in this category which is also an opportunity for the manufacturers to launch a new product and extend their product width.

The Kolkata-based multi-business conglomerate, has decided to take on rival PepsiCo in the ready-to-eat snacks market with its extra offerings on the smaller price packs. “The 33 per cent extra scheme by Frito-Lay’s on Lay’s and Kurkure got a good trader and consumer response. In the next four-six weeks, a similar scheme will be offered by ITC,”(Sapna Agarwal). “The last two years have seen some aggressive advertising in the chips and snacks segment. Bingo range has a number of different advertisements, with all of them having a common theme of humour,” an industry expert said. While Lay’s and Kurkure advertisements used endorsements from cricketers, movie actors, etc. Bingo has stayed away from celebrity endorsements but has still managed to create a strong impact.

According to India a big trade mart for the food industry, the Indian food industry is hailed as the sunshine industry of India. The current market size of Indian food market is around US$ 182 billion, and as per latest reports, the Indian food industry comprises nearly two thirds of the total Indian retail market.

The growing young, working population with more disposable income than time on their hands is fuelling the demand for ready-to-eat food and convenience products. There are currently over 1,000 snack food products available in India, and potato-based snacks, particularly potato chips, occupy more than 80% of the salty snack market. But, the consumption of diet snacks is on the rise and organised retail chains are seeing a huge demand for diet snacks (bread sticks, soy nuts, popcorn and baked & roasted snacks.)

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Similarly, although the soft drink market is currently dominated by carbonated drinks, growing health concerns are set to bring about big changes in consumption patterns, shifting interest to healthier options like juices, bottled water, and energy drinks.

(S.Annadana(2008))

A report by RB press release, Urban Indians has a new lifestyle and an insatiable appetite for ready-to-eat food and carbonated drinks. But a shift to healthier options is on the cards, says new research. A growing young, working population with more disposable income than time on their hands is fuelling the demand for ready-to-eat food and convenience products, particularly snacks and carbonated drinks.

According to International ICON group, In order to estimate the latent demand for instant hot snacks across the states or union territories and cites of India, we used a multistage approach. Before applying the approach, one needs a basic theory from which such estimates are created. In this case, we heavily rely on the use of certain basic economic assumptions. In particular, there is an assumption governing the shape and type of aggregate latent demand functions. Latent demand functions relate the income of a state or union territory, city, household, or individual to realized consumption. Latent demand (often realized as consumption when an industry is efficient), at any level of the value chain, takes place if an equilibrium is realized. For firms to serve a market, they must perceive a latent demand and be able to serve that demand at a minimal return. The single most important variable determining consumption, assuming latent demand exists, is income (or other financial resources at higher levels of the value chain). Other factors that can pivot or shape demand curves include external or exogenous shocks (i.e., business cycles), and or changes in utility for the product in question.

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Objective

To find out the total contribution of snacks - chips & namkeens To understand the tastes & preferences of the consumers. To analyze the strategies and performance of major competitor brands in

snacks market. To suggest opportunities for new products.

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Research Methodology

Research methodology is the way to systematically solve the research problem. It may be understood as the science of study how research is done systematically. It includes the various steps that are generally adopted by the research methods or techniques & the methodology. The project was embedded with several intricacies. As such, I made it a four-fold approach to be undertaken with personal discussion.

Step 1The first one weeks involved field visits. It consisted of mainly practical observations. The practical learning came from visiting the retailers, battle shops as well as the tea stall. I visited to around 15-20 shop keepers including retailers, battle shops and tea stalls. I covered some parts of Meerut to have an understanding the consumer buying behaviour. These visits helped me to have an understanding of the brand value of the company as well as the sales channel. It also helped me to design the further study.

Step 2After the first week of observing the consumer behaviour & the companies image the next two weeks included the preparation of questionnaires & their pretesting. I prepared two questionnaires one directed to the retailers and the other to the distributors. I took a sample size of 20 for retailer’s questionnaire. The pretesting of the questionnaires made me find out the mistakes in them. It took two weeks in these activities.

Step 3The third step involved amendments in the questionnaires & collection of data from the respondents. 100 retailers from the different parts of Meerut were approached along with direct interactions with consumers regarding the beliefs about different brands. This whole process took a long time of three weeks.

Step 4The fourth and final part of the study included the analysis of the collected data and giving shape to the project report. To analyze the data I used Excel as well as SPSS software and for interpretation I talked with Dr. R.P. Juyal, Dr. Satendra Soam, Prof. Kannagi Sharma, Prof. Neha Sharma.

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Research Problem: While determining the research problem this passes through several steps, which are as follow:-

Identify and clarify management’s information needs: - Since the study is aimed to find out the target place for new product of CAVIN

KARE’S” Garden Namkeens”. It also purposes to consider the environmental factor such as seasonal impact on the sales of Snacks.

Specify the Research questions: - What is snacks market? What do the consumers prefer in snacks the most? What are the strategies followed by the major competitor brands in

snacks market? What marketing strategy should be followed by company to capture the

market? What are the opportunities for a company to introduce a new product in

snacks market?Research Design: -This study uses both

Exploratory Research Design and Descriptive Research Design.

Exploratory Research Design is used to collect and analyze the data, to explore a problem (need & wants of consumers & test & preferences of the consumers) to get some basic ideas on chips & sticks through the interviews & review the literature.

Descriptive Research Design is used to describe the tastes and preference and draw some conclusion about the problem through questionnaire and personal interviews.

Sources of the Data: - The sources of data structures and information needed to solve information research problems can be classified as

Secondary Data Primary Data

Secondary data: - It consists of information that already exists somewhere, which is also collected for another purpose also. The information is obtained for CavinKare Company and its competitors like Frito-Lays, Haldiram, Bingo. This data provides following information:-

Parle Company and its products. Competitor’s strategy & policy. Market share of the competitors Various Varity of the snacks. Product quality & features of the competitor’s brands.

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Primary Data: - Primary data consist of information collected for the specific purpose at hand. While designing a plan for primary data collection calls for a number of decisions on Research Approaches, Contact Methods, Sampling Plan, and Research Instruments.

Research Approaches: -

Observation Surveys

Observation: - It’s systematically planned and recorded and is subjected to:

Checks and controls on validity and reliability. It is suitable approach where people are unwilling or unable to provide information.

Survey: - It is the most widely used method for primary data collection, best suited for gathering descriptive information. A company that wants to know about people’s knowledge, attitude, preferences, or buying behaviour can often find out by asking them directly. Survey has been done in Meerut through Questionnaire to find out the contribution of chips & namkeens.

Sampling Plan: - Marketing researchers usually draw conclusions about large groups of consumers by studying a small sample of the total consumer population.

Designing the sample requires three decisions:-

Sampling unit: - In this who is to be surveyed. Target retail shops to get the information across Meerut.Sample size: - It means how many people should be surveyed. Researcher has surveyed Retail shops in various places of Meerut. 100 shops have been visited so sample size is 100.

Contact Methods: - It helps to collect primary data through mail, telephone, personal interview, or online. This research uses personal interview and information such as customer test & preferences, issues, need & want of the customer through questionnaire.

Research Instrument: - In this research I have used only questionnaire method as well as personal interview.Questionnaire: - I have applied open-end questions and close-end questions. Open-end questions allow respondents to answer in their own words. Close end include all the possible answers, and subject make choices among them.

Personal Interview:- I talked with respondents and distributors and made note of that, like which type of snacks are liked by people and why and what according to him should be the strategy to launch the product in Meerut.

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Data Analysis & FindingsData which is converted into useful information by analysis called data analysis.

SWOT analysis of Snacks industry:-Strength:-

Abundant availability of raw material. Vast network of manufacturing facilities all over the country. Vast domestic market. Good consumption. Urbanizations Affordable prices.

Weakness:- Low availability of adequate infrastructural facilities. Lack of adequate quality control & testing methods as per

international standards. Problem in identify test & and preference of the consumer. Inefficient supply chain due to a large number of intermediaries. High requirement of working capital. Problem segment the market on the bases of age group.

Opportunities:- Rising income levels & changing consumption patterns. Changing lifestyles. Opening of Global markets. Opportunity in rural market.

Threats:- High inventory carrying cost. High packaging cost. High taxation. Competition between National & Regional players.

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Observation

It was observed that Different Packs were available in the market Like Rs. 5,10,15,20,30,33 etc, and it was seen that different consumers were there for different packs of snacks which seen in the market.

It was seen that with the snacks distribution concern, the Snacks that were in racks, so that the consumers can see their flavours and purchase according to their desire.

It was observed during the research that the retailers were little bashful while providing the data and they were little concerned with the information that why all these things need to be taken.

It was observed during the research that snacks were also sold on the Petrol Pump, Liquor shops, and hotels, the sales were fine in accordance with the Visitors who were coming there.

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Haldiram32%

Other brands9%Other Local

22%

Frito Lays37% Haldiram

Other brands

Other Local

Frito Lays

DATA ANALYSIS AND FINDINGSNote:- All the data here are Calculated and Analysed are of 7 to 10 days sale. As per S.K.U. i.e. Stock Keeping Unit.MARKET SHARE OF SNACKS IN MEERUT IN TERMS OF MONEYChart 1

Table 1

Interpretation:- From the above Pie Chart it has been clearly shown that Frito-Lays is the market leader with 37% of market share followed by Haldiram with 32%, Other Local like Jabson, Satmola, Sudh Namkeens, Gupta ji, Local manufactures etc with 22% and

Brands Amount in Rs. Percentage

Haldiram 195003 32

Other brands 53285 9

Other Local 134150 22

Frito-Lays 217760 37

Sum 600198 100

23

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ANALYSIS OF RS.5 PRODUCTS

12176

2594

616

9974

1

HALDIRAM RS.5OTHERS BRANDEDOTHERS LOCALFRITOLAYSLinear (HALDIRAM RS.5)

Other branded like Parle Agro’s Hippo, Musst Chips, Musst Stix etc, ITC’s Mad Angles, Bingo etc and others with 9%.

ANALYSIS OF ALL SNACKS OF Rs.

Chart 2.

Table 2 of Rs. 5 snacks in Meerut.Brands

No. of Units PercentageHaldiram

12176 48.0

24

NO

. OF

UN

ITS

Page 25: Mithai_cavin Kare Project

ANALYSIS OF RS.10 GOODS

HALD

IRAM

, 653

3

OTHERS LOCAL, 872

FRIT

O L

AYS

,1, 6

743

OTHERS BRANDED, 811

0

1000

2000

3000

4000

5000

6000

7000

8000

1

NO. O

F UN

ITS HALDIRAM

OTHERS LOCALFRITOLAYSOTHERS BRANDED

Other brands2594 10.2

Other Local616 2.4

Frito-Lays9974 39.4

Sum25360 100.0

Interpretation:- Bar Graph 2 shows that the sale of Rs. 5 snacks in Meerut is highest of Haldiram with 48% which is 8.6% higher than Frito-Lay. Other Branded products like ITC, Parle having only 10.2% and Other local Products having just 2.4% of Market Share.

Frito-lays is the market leader but in spite of it in 5 Rs. segment Haldiram is market leader. Haldiram’s Snacks are taken by all age group but most of the Frito-Lays products are taken by children. Other local products having very little significance.

ANALYSIS OF ALL SNACKS OF Rs. 10

Chart3.

Table 3

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ANALYSIS OF RS.30 TO RS.40 PRODUCTS

1588

474

1132

600

0

200

400

600

800

1000

1200

1400

1600

1800

NO

. OF

UN

ITS HALDIRAM

OTHERS BRANDEDOTHERS LOCALFRITOLAYS

Interpretation: The analysis of Rs. 10 product shows that Frito-Lay is able to grasp highest market share of 45.1% followed by Haldiram with 43.7%. Other branded and Local products having market share of 5.4 and 5.8% respectively which have little significance in Meerut Town.

ANALYSIS OF ALL SNACKS OF Rs. 30 TO 40

Chart 4.

Table 4

Analysis of Rs 10 Products.

Brands No. of Units Percentage

Haldiram 6533 43.7

Other branded 811 5.4

Other Local 872 5.8

Frito-Lays 6743 45.1

Sum 14959 100

26

Page 27: Mithai_cavin Kare Project

HALDIRAM RS.5 PRODUCT AND SHARE

Alu

Bhu

jia, 7

.7 Bhu

jia, 1

4.3

Kha

ta M

itha,

7.6

Nav

ratn

a, 8

.2

Nim

boo

Mas

ala,

4.1

Cha

na jo

r Gar

am, 6

.1

Moo

ng D

al, 8

.3

Moo

ng D

al M

asal

a, 9

.1

Cha

na D

al, 5

.5

Boo

ndi,

2.4

Salte

d Pe

anut

, 8.2

Nut

Cra

cker

, 12

Chi

ps, 3

.8

Taka

Tak

, 2.7

0

2

4

6

8

10

12

14

16

PER

CEN

TAG

E O

F PR

ODU

CT

IN M

EER

UT

ALU BHUJIABHUJIAKHATTA MITHANAVRATNANIMBOO MASALACHANA JOR GARAMMOONG DALMOONGDAL MASALACHANA DALBOONDISALTED PEANUTNUT CRACKERSCHIPSTAKATAK

1

Analysis of Rs 30 to 45 Products.

Brands No. of Units Percentage

Haldiram 1588 41.9

Other branded 474 12.5Other Local 600 15.8

Frito-Lays 1132 29.8

Sum 3794 100

Interpretation:- The above Bar Graph can be easily analysed that, in Rs. 30 to 45 or in 200Gm. segment Haldiram is the market leader with 41% market Share and Frito-lays product of Rs.20 and 30 having market share of 29% followed by Other Local with 15.8% and Other Branded with 12.5% of market share.

ANALYSIS OF HALDIRAM’S Rs. 5 PRODUCTS.

CHART. 5

Table: 5Analysis of Rs.5 of Haldiram products and its shareBrands No. of Units PercentageAlu Bhujia 940 7.7

27

Page 28: Mithai_cavin Kare Project

HALDIRAM RS. 10 PRODUCTS

5.9

9.6

7.1 6.9

7.9

7.1

7.7

4.2 4.2

5.65.9

4.8

2.3

7.2

8.9

3

1.8

0

2

4

6

8

10

12

1

PER

CEN

TAG

E O

F H

ALD

IRA

M R

S.10

IN M

EERU

T

ALU BHUJIABHUJIAKHATTA MITHANAVRATNAKAJU MIXKASMIRI MIXTUREPANCHRATNANIMBOO MASALACHANA JOR GARAMMOONG DALMOONG DAL MASALCHANA DALBOONDISALTED PEANUTNUT CRACKERCHIPSTAKATAK

Bhujia 1742 14.3Khata Mitha 925 7.6Navratna 1004 8.2Nimboo Masala 500 4.1

Chana Jor Garam 746 6.1Moong Dal 1010 8.3Moong Dal Masala 1110 9.1Chana Dal 666 5.5

Boondi 290 2.4Salted Peanut 995 8.2Nut Cracker 1459 12

Chips 458 3.8Takatak 331 2.7

Sum 12176 100 Interpretation:- The above Bar Graph shows the Haldiram’s Rs. 5 product portfolio. Its Bhujia having highest significance with market share of 14.3% and its Boondi having lowest significance with just 2.4%. Consumers used to have Nut Crackers, Navratna, Moong dal masala, Moong dal, Salted Peanut, Navratna, Khatta Mitha, Chana Jor Garam, Chana dal, Nimboo masala, Chips,than Takatak.

ANALYSIS OF HALDIRAM’S Rs. 10 PRODUCTS.Chart 6

Table 6Analysis of Rs.10 of Haldiram products and its shareBrands No. of Units PercentageAlu Bhujia 384 5.9Bhujia 629 9.6

28

Page 29: Mithai_cavin Kare Project

HALDIRAM 200g PRODUCT

7.2

14.5

10.1

11.5

7.4

5.9

8.18.6

5.9

3.3

7.6

10

0

2

4

6

8

10

12

14

16

1

PER

CEN

TAG

E O

F H

ALD

IRA

M 2

00g

IN M

EER

UT

ALU BHUJIABHUJIAKHATTA MITHANAVRATNANIMBOO MASALACHANA JOR GARAM MASALAMOONG DAL MASALAKAJU MIXCHANA DALBOONDISALTED PEANUTNUT CRACKER

Khata Mitha 464 7.1Navratna 448 6.9Kaju Mix 517 7.9Kasmiri Mix 466 7.1Panchratna 501 7.7Nimboo Masala 277 4.2Chana Jor Garam 272 4.2Moong Dal 364 5.6Moong Dal Masala 387 5.9chana Dal 311 4.8Boondi 149 2.3Salted Peanut 469 7.2Nut Cracker 579 8.9Chips 197 3Takatak 119 1.8Sum 6533 100

Interpretation:- Haldiram’s Bhujia in Rs. 10 segment sold in largest number.

In 10 Rs. segment after Bhujia, Nut Cracker is in demand also with salted Peanut, Kaju mix, Panchratna, Kashmiri mix etc.

ANALYSIS OF HALDIRAM’S Rs. 30-40 PRODUCTS.Chart 7.

Table: 7

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Page 30: Mithai_cavin Kare Project

HALDIRAM 500g PRODUCTS

1.4

13.1

11.7

13.1

5.3

6.7

9.2

10.3

6.4

4.1

8

10.6

0

2

4

6

8

10

12

14

1

PER

CEN

TAG

E O

F H

ALD

IRA

M 5

00g

IN M

EER

UT

ALU BHUJIABHUJIAKHATTA MITHANAVRATNANIMBOO MASALACHANA JOR GARAMMOONG DAL MASALAKAJU MIXCHANA DALBOONDISALTED PEANUTNUT CRACKER

Analysis of Rs.30 to 40 of Haldiram products and its shareBrands No. of Units PercentageAlu Bhujia 115 7.2Bhujia 230 14.5Khata Mitha 160 10.1Navratna 182 11.5Nimboo Masala 117 7.4Chana Jor Garam 93 5.9Moong Dal 129 8.1Kaju Mix 136 8.6chana Dal 94 5.9Boondi 53 3.3Salted Peanut 120 7.6Nut Cracker 159 10Sum 1588 100 Interpretation:- In Rs. 30 to 40 or 200Gm segment Haldiram’s Bhujia sold in largest number. Haldiram’s products of Rs. 5,10,12,33,35 and 38 is kept in almost every retailers. Up to this segment Haldiram’s Product plays an important role and these are in demand in the Snacks market.

ANALYSIS OF Haldiram’s Rs.70-85 PRODUCTS.Chart 8.

Table: 830

Page 31: Mithai_cavin Kare Project

HALDIRAM 1KG PRODUCTS

BH

UJI

A, 1

6.4

11.5

8.2

3.3 3.3

9.8

8.2

3.3

1.6

11.5

13.1

ALU

BH

UJI

A, 9

.8

0

2

4

6

8

10

12

14

16

18

Alu Bhujia

PER

CEN

TAG

E O

F 1K

G IN

MEE

RUT

ALU BHUJIABHUJIAKHATTA MITHANAVRATNA MIXTURENIMBOO MASALACHANA JOR GARAMMOONG DALA MASALAKAJU MIXCHANA DALBOONDISALTED PEANUTNUT CRACKER

Analysis of Rs.70 to 85 of Haldiram products and its shareBrands No. of

UnitsPercentage

Alu Bhujia 6 1.4Bhujia 57 13.1Khata Mitha 51 11.7Navratna 57 13.1Nimboo Masala 23 5.3Chana Jor Garam 29 6.7Moong Dal 40 9.2Kaju Mix 45 10.3Chana Dal 28 6.4Boondi 18 4.1Salted Peanut 35 8Nut Cracker 46 10.6Sum 435 100 Interpretation:- The above bar graph show that Bhujia sold largest in number among Haldiram’s Product Portfolio and Boondi and Nimboo Masala are not demanded much in Meerut. Price range of Rs. 70 to 85 are the products of 500Gm in size. This size is not demanded much in Meerut.

ANALYSIS OF HALDIRAM’S Rs.165-185 PRODUCTS.Chart 9

31

Page 32: Mithai_cavin Kare Project

FRITO LAYS RS.5 PRODUCTS

12.212.6

11.511

11.7 11.7

5.8 5.6

13.8

3.1

1.1

0

2

4

6

8

10

12

14

16

1

PER

CEN

TAG

E O

F FR

ITO

LAYS

IN M

EER

UT

LAYS AMERICAN STYLE CREAM & ONION LAYS SPANISH TOMATO TANGOLAYS MAGIC MASALALAYS CLASSIC SALTEDUNCLE CHIPS SPICY TREATUNCLE CHIPS PLAIN SALTEDCHEETOSCHEETOS BALLKURKURE MASALA MUNCHKURKURE CHILLY CHATKAKURKURE BANGALI TADKA

Table: 9Analysis of Rs.165 to 185 of Haldiram products and its shareBrands No. of Units PercentageAlu Bhujia 18 9.8

Bhujia 30 16.4Khata Mitha 21 11.5Navratna 15 8.2Nimboo Masala 6 3.3

Chana Jor Garam 6 3.3Moong Dal 18 9.8Kaju Mix 15 8.2chana Dal 6 3.3

Boondi 3 1.6Salted Peanut 21 11.5Nut Cracker 24 13.1

Sum 183 100Interpretation:- The above bar graph show that Bhujia sold largest, in terms of quantity among Haldiram’s Product Portfolio and Boondi and Nimboo Masala are not demanded much in Meerut. Price range of Rs. 165 to 185 is the products of 1 Kg in size. This size is not demanded much in Meerut.

ANALYSIS OF FRITOLAYS Rs.5 PRODUCTS.Chart 10.

32

Page 33: Mithai_cavin Kare Project

FRITO LAYS RS.10 PRODUCTS

11.912.5

11.9

10.6

12.2

11

4.8

6.1

13

3.7

2.2

0

2

4

6

8

10

12

14

1

PER

CEN

TAG

E O

F FR

ITO

LAYS

PR

OD

UCT

IN M

EERU

T

LAYS AMERICAN STYLE CREAM & ONIONLAYS SPANISH TOMATO TANGOLAYS MAGIC MASALALAYS CLASSIC SALTEDUNCLE CHIPS SPICY TREATUNCLE CHIPS PLAIN SALTEDCHEETOSCHEETOS BALLKURKURE MASALA MUNCHKURKURE CHILLY CHATKAKURKURE BANGALI TADKA

Table: 10Analysis of Rs.5 of Frito-Lays products and its shareBrands No.of Units PercentageLays American Style Cream and Onion 1212 12.2

Lays Spanish Tomato Tango 1259 12.6Lays Magic MasalaKhata Mitha 1148 11.5Lays Classic Salted 1094 11Uncle Chips Spicy Treat 1166 11.7

Uncle Chips Plain Salted 1166 11.7Cheetos 580 5.8Cheetos Ball 556 5.6Kurkure Masala Munch 1374 13.8

Kurkure Chilly chatka 313 3.1Kurkure Bangali Tadka 106 1.1Sum 9974 100

Interpretation:- From the above Bar graph it can be observed that Kurkure Magic Masala is in demand which have 13.8% market share among Frito-Lay products but its just opposite is that Kurkure Chilly chatka and Kurkure Bangali Tadka is not in demand. Lays and Uncle chips have good significance whose market share is 11.7% for each approximately in its own Product Portfolio.

Analysis of Rs.10 of Frito-Lays products and its share.Chart 11

33

Page 34: Mithai_cavin Kare Project

FRITO LAYS RS.20 PRODUCTS

12.8 12.7 12.712.4

14.2

12.9

14.3

5.4

2.5

0

2

4

6

8

10

12

14

16

1

PER

CEN

TAG

E O

F FR

ITO

LAYS

PR

OD

UC

TS IN

MEE

RU

T

LAYS AMERICAN STYLE CREAM & ONIONLAYS SPANISH TOMATO TANGOLAYS MAGIC MASALA LAYS CLASSIC SALTEDUNCLE CHIPS SPICY TREATUNCLE CHIPS PLAIN SALTEDKURKURE MASALA MUNCHKURKURE CHILLY CHATKAKHRKURE BANGALI TADKA

Table: 11Analysis of Rs.10 of Frito-Lays products and its share

Brands No. of Units Percentage

Lays American Style Cream and Onion 803 11.9Lays Spanish Tomato Tango 846 12.5Lays Magic MasalaKhata Mitha 801 11.9Lays Classic Salted 712 10.6

Uncle Chips Spicy Treat 825 12.2Uncle Chips Plain Salted 745 11Cheetos 324 4.8Cheetos Ball 408 6.1Kurkure Masala Munch 876 13Kurkure Chilly chatka 252 3.7Kurkure Bangali Tadka 151 2.2Sum 6743 100

Interpretation: From the above Bar graph it can be observed that Kurkure Magic Masala is in demand which have 13% market share among Frito-Lay products but its just opposite is that Kurkure Chilly chatka and Kurkure Bangali Tadka is not in demand. Lays and Uncle chips have high significance whose market share is 11.65% for each approximately in its own Product Portfolio.

Analysis of Rs.20 of Frito-Lays products and its share. Chart 12

34

Page 35: Mithai_cavin Kare Project

Table: 12Analysis of Rs.20 of Frito-Lays products and its shareBrands No. of Units PercentageLays American Style Cream and Onion

529 12.8

Lays Spanish Tomato Tango 525 12.7Lays Magic MasalaKhata Mitha 524 12.7Lays Classic Salted 512 12.4Uncle Chips Spicy Treat 585 14.2Uncle Chips Plain Salted 533 12.9Kurkure Masala Munch 590 14.3Kurkure Chilly chatka 223 5.4Kurkure Bangali Tadka 102 2.5Sum 4123 100Interpretation: From the above Bar graph it can be observed that Kurkure Magic Masala is in demand which have 13.8% market share among Frito-Lay products but its just opposite is that Kurkure Chilly chatka and Kurkure Bangali Tadka is not in demand. Lays and Uncle chips have good significance whose market share is 11.7% for each approximately in its own Product Portfolio.

35

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Table: 13PLACEMENT NEW ORDER.

Frequency PercentValid Percent

Cumulative Percent

Valid WEEKLY 78 78.0 78.0 78.0 FORTNIGHTLY 1 1.0 1.0 79.0 MONTHLY 2 2.0 2.0 81.0 OTHERS 19 19.0 19.0 100.0 Total 100 100.0 100.0

Chart: 13

PLACING NEW ORDER

PLACING NEW ORDER

OTHERSMONTHLYFORTNIGHTLYWEEKLY

Und

efin

ed e

rror #

6070

3 - C

anno

t ope

n te

xt fi

le "

C:\P

rogr

am F

iles\

SP

SS

\en

100

80

60

40

20

0

19

78

Interpretation:- In the Survey of snacks 78% responded said that they place order weekly and 19% respondent said they place order on different basis like when stock gets nil or they do not place order, the used to go to purchase as sales person do no not come for order or they dispatch the goods late.

36

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VISIBILITY OF PRODUCT.

Table: 14

Frequency PercentValid Percent

Cumulative Percent

Valid SMALL AND MEDIUM SIZE

93 93.0 93.0 93.0

ALL SIZES 7 7.0 7.0 100.0 Total 100 100.0 100.0

Chart: 14

VISIBILITY OF PRODUCT

ALL SIZES

SMALL AND MEDIUM SIZ

Interpretation:- The respondent 93%of Meerut said that they used to display small and medium size on the side stand provided by the company. These small and medium sizes are of Rs. 5,10 and 20. They also hang the products on wires or pipes provided by the company and 7% responded said that they display all the sizes. The fact is all retailers do not keep all the sizes that is why they said small and medium size.

37

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RETAILERS's PREFERENCE TO SELL

BOTH

LOCAL

BRANDED

RETAILERS'SPREFERENCE TO SELL.Table: 15

Frequency Percent

Valid Percent

Cumulative Percent

Valid BRANDED 68 68.0 68.0 68.0 LOCAL 3 3.0 3.0 71.0 BOTH 29 29.0 29.0 100.0 Total 100 100.0 100.0

Chart: 15

Interpretation:- This Pie chart show that 68% retailers want to sale branded products and 29% of retailers sale both the products but only 3% retailers sale local products only which they manufacture themselves. There is low operating cost and less entry barriers so there are more opportunity for new manufacturers or entrepreneurs.

38

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PACKAGING PLAYS IMPORTANT ROLETable: 16

FrequencyPercent

Valid Percent

Cumulative Percent

Valid WINDOW PACKAGING 14 14.0 14.0 14.0

GLOSSY PACKAGING 86 86.0 86.0 100.0

Total 100 100.0 100.0

Chart: 16

PACKAGING PLAYS IMPORTANT ROLE

PACKAGING PLAYS IMPORTANT ROLE

GLOSSY PACKAGINGWINDOW PACKAGING

Und

efin

ed e

rror

#60

703

- C

anno

t ope

n te

xt fi

le "C

:\Pro

gram

File

s\S

PSS\

en

100

80

60

40

20

0

Interpretation:- 86% respondent said that Glossy Packaging in more important in snacks but 14% respondent agree with Window Packaging. The fact is Glossy packaging is more attractive with compared to window packaging.

39

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IS BRANDED PRODUCTS ARE BETTER THAN LOCAL PRODUCTS

Table: 17Frequency Percent

Valid Percent

Cumulative Percent

Valid YES 73 73.0 73.0 73.0NO 27 27.0 27.0 100.0

Total 100 100.0 100.0

Chart: 17

IS BRANDED PRODUCTS ARE BETTER THEN LOCAL PRODUCTS

NO

YES

Interpretation:- The above Pie Chart show that 73% respondent are agree with the statement “Branded products are better than Local products”, but 27% respondent said that Local products are also very good in terms of quality and quantity.

40

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INDIVIDUAL'S PREFERENCE FOR SIZETable: 18

Frequency Percent Valid PercentCumulative Percent

Valid SMALL 91 91.0 91.0 91.0 MEDIUM 7 7.0 7.0 98.0 BIG 2 2.0 2.0 100.0 Total 100 100.0 100.0

Chart: 18

INDIVIDUAL'S PREFERENCE FOR SIZE

BIG

MEDIUM

SMALL

Interpretation:-The above Pie Graph show that 91% people who are individual like small size of snacks which is of Rs. 5 only. They prefer to purchase small size snacks either i.e. chips or namkeens. Only 7% individual purchase Medium size snacks of Rs.10 or Rs. 20 and 2% individual purchase big size of 500Gm to 1 Kg.

41

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FRIENDS OR GROUP'S PREFERENCE FOR SIZETable: 19

Frequency Percent Valid PercentCumulative Percent

Valid SMALL 24 24.0 24.0 24.0 MEDIUM 70 70.0 70.0 94.0 BIG 6 6.0 6.0 100.0 Total 100 100.0 100.0

Chart: 19

FRIENDS OR GROUP'S PREFERENCE FOR SIZE

BIG

MEDIUM

SMALL

Interpretation:- The above Pie Graph show that 70% people who are in groups like medium size of snacks which is of Rs. 10 and 20. They prefer to purchase Medium size snacks either i.e. chips or namkeens. Only 24% friend’s group purchase Small size snacks of Rs.5 and 6% individual purchase big size of 500Gm to 1 Kg. FAMILY'S PREFERENCE FOR SIZE

42

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Table: 20

Frequency Percent Valid PercentCumulative Percent

Valid SMALL 3 3.0 3.0 3.0 MEDIUM 70 70.0 70.0 73.0 BIG 27 27.0 27.0 100.0 Total 100 100.0 100.0

Chart: 20

FAMILY'S PREFERENCE FOR SIZE

BIG

MEDIUM

SMALL

Interpretation:- The above Pie Graph show that 70% families preference for snacks is medium size of snacks which is of Rs. 10 and 20. They prefer to purchase Medium size snacks either i.e. chips or namkeens. Only 27% families’ purchase Big size and 3% of them purchase smaller size snacks.

43

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PREFERENCE FOR SIZETable: 21

IndividualGroup of Friends Family

SMALL 91 24 3 MEDIUM 7 70 70

BIG 2 6 27

Total 100 100 100

Interpretation:- The above table shows that individuals want to have small size of Rs. 5 and group of friends or family like medium size snacks of Rs.10 to 20 which is becoming common likes among people. It is crystal clear that big sizes snacks are not liked by majority of people. Sale of small and medium size are very high.

REASONS FOR SELLING LOCAL PRODUCTS IN SHOPTable: 22

REASONS Responses Responses Responses Frequency PercentageR1 EASY TO SELL 30 3 4 37 12.3 R2 HIGH MARGIN 32 13 13 58 19.3 R3 GOOD QUALITY 8 33 13 54 18.0 R4 CUSTOMER DEMAND 11 18 4 33 11.0 R5 AVAILABILITY 1 9 13 23 7.7 R6 CUSTOMER

SATISFACTION 2 7 15 24 8.0

R7 REPLACEMENT 7 5 5 17 5.7 R8 CREDIT AVAILABLE 9 12 33 54 18.0 Total 100 100 100 300 100.0

Interpretation:- The table show that retailers used to sale local products because they get High Margins, Credits as well as good Quality. As it can be observed that they get high profits by selling local products so, they also push the products to the customers and they also said that quality is also good so they get good responses.

44

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REASONS FOR KEEPING BRANDED PRODUCTSTable: 23

REASONS Frequency PercentageR1 EASY TO SELL 27 12.9 R2 CUSTOMER DEMAND 50 23.8 E3 AVAILABILITY 48 22.9 R4 HIGH MARGIN 3 1.4 R5 CREDIT AVAILABLE 3 1.4 R6 CUSTOMER

SATISFACTION 19 9.0 R7 REPLACEMENT 17 8.1 R8 GOOD QUALITY 43 20.5 Total 100

Interpretation:- The above table shows that Customer’s demand , Good Quality and Availability is the key reason to sale branded products. They said that they need not to push the product in the market or to the customers. Due to TV adv. people used to purchase these branded product and they believe in the brand.

REASONS FOR KEEPING BOTH PRODUCTSTable: 24

REASONS Frequency PercentageR1 HIGH MARGIN 10 11.5 R2 CUSTOMER DEMAND 9 10.3 E3 AVAILABILITY 7 8.0 R4 EASY TO SELL 28 32.2 R5 CREDIT AVAILABLE 20 23.0 R6 CUSTOMER

SATISFACTION 3 3.4 R7 REPLACEMENT 0 0 R8 GOOD QUALITY 10 11.5 Total 99.9

Interpretation: - The retailers said that the combination of snacks from Branded and Local gives us more benefit in terms of Availability and Credits. According to respondent they are getting good quality snacks but they face problems in replacement of the products.

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Page 46: Mithai_cavin Kare Project

RETAILERS CHOICE AMONG CREDIT AND CASH PURCHASETable: 25

Frequency Percent

Valid Percent

Cumulative Percent

Valid PROFIT ON CASH PURCHASE 68 68.0 68.0 68.0

CREDIT OF 15 DAYS WITH NORMAL PROFIT

32 32.0 32.0 100.0

Total 100 100.0 100.0

Chart: 21

RETAILERS CHOICE AMONG CREDIT AND CASH PROFIT

CREDIT OF 15 DAYS WI

PROFIT ON CASH PURCH

Interpretation:- The above Pie Chart shows that 68% Retailers want to purchase cash to avail cash discount and only 32% Retailers want credit of 15 to 20 days. In general discussion they also added that they generally get credit of 7 days and according to their sale they also get external discount.

46

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ConclusionIndian economy is an emerging one and is growing very fast at the average GDP rate of 8 - 8.5%.So, in this emerging market there is a huge competition among snacks products. Many new players are coming who is increasing the competition. The snack food market in India is valued at Rs. 1650 crore and is one of the largest market in the world, out of which potato chips holds the major market share of around 85%. Products covered potato chips, savoury snacks, snacks nuts, and popcorn. Major Snack’s brand which has good command over the market is Frito-Lays, Haldiram, Parle Agro.

CavinKare company have been launched a newly snacks Garden Namkeens in mainly Mumbai regions.This project is based on new snacks of CavinKare to launch in NRC, where researcher needs to find out the contribution of chips & sticks. For that Research was done various places of the Meerut where the average number of customer which are less than 100 they can be seen an average on 45 outlets in Meerut. As we know that as soon as the number of customer increases to 100-200 the number of outlets keeps on declining and the number goes to 30 and simultaneously as more and more customers are coming the outlets keeps on decreasing. It is seen that the sales of the chips was more than the sticks as there is more varieties of the chips can be seen in the current market scenario compared to sticks so the percentage ratio of chips and sticks is 53.27% and sticks 46.72%.

We have seen snacks are coming in different prices in Rs 5 ,Rs 10 ,Rs 15 ,Rs 20 etc. We have concluded that the highest number of snacks which has the highest sales is the Rs 5 and Rs10 as it is said by 100 retailers among the whole Meerut region.

It is seen that in market different flavours of snacks are got to be seen and the flavour which is being preferred more is Salted and Masala as compared to all other flavours.

“All companies are having their own planning and business strategies but the company who is having the best, is the most successful company among its competitors. So the company can get success within its competitors by applying best and effective marketing strategies”.

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Limitation

This research is related to different places of Meerut, which is based on the response of different retailers.The limitations of the research are following:- People are too busy and feel uncomfortable to answer us during the one to one

conversation During Research People were not able to give us the exact amount of sales at

their shops During Research it was observed that asking too many Questions to the shop

owners was making them frustrated.

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Recommendations

Product:- As there is a good market of namkeen so company can work on better

distribution of this product through its good network and connectivity. To introduce new flavours in segmented markets of non-vegetarian so

company may come up with “Roasted Chicken Chips. To compete with Bingo and Lays, Company may introduce a new product

“GARDEN STARS” where snacks will be shape on stars. A company can go for merging with Beverages COCA-COLA INDIA in items

of Snacks & Chips. Frequency of demand of bigger size is also not demanded, so company should

produce less number of snacksPrice:- As per the market company has to produce more units of Rs5 and after that Rs

10, Rs20. As per research there is no market of Rs15 so company should not think of

producing at this price.Place:- To concentrate weak places where no proper supply of snacks is there. To concentration on distribution channels. To target the colleges, schools, hospitals, pups and disks, petrol pumps, bus-

stand, Railway station, picnic places. To target the place which is near by wine shops because there are more sales of

snacks are seen there. Focus on three markets undifferentiated, differentiated, concentrated.

Promotion:- Advertising: - it should have clear objective and message to people, which has

not been found in recent ads. With T.V. adv. People must be connected with emotions which is very

important at present era. Money for DISPLAY should be given to Retailers on the basis of Target, so

that they will pay more attention towards the products.

Sales promotion:- Company can provide more commission to the retailer for increasing sales and popularity among the retailers. It can provide:- Cash Discount Appointment of sales promoter. As the company is giving extra amount of chips with in the packet instead of

that company may think of giving Rs.1, Rs.2 Chick Shampoos or Chinni’s Pickle along with snacks and chips.

Occasional discounts or schemes will be beneficial to increase the sales.

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Company should provide side stand to every retailer to promote the sales and Sales persons should frequently visit the Retailers.

BibliographyBooksPrinciple of marketing - Philip Kotler & Gray Armstrong 15th Edition,Tata McGraw-Hill (Marketing Research 3rd Edition),Marketing Research - An Applied Orientation (5th Edition).

Website1- “Savoury snacks in India data monitor market study”, www.reportreserch.com 2- “ICON group international 2007-12outlook for instant hot snack in India”. www.researchandmarkets.com3- “Food market to grow two folds by 2025”, www.ibef.org/indian in IBEF.4- “Indian food market set to double by 2025”, www.timesofindia.indiantimes.com on July 29, 20085- “In the Case on snacks namkeen comprehensive study”, www.managementparadise.com on June 15th 2008.6- “ITC offers extra snacks to take on PepsiCo”, www.business_standard.com on 17-11-2008, By Sapna Agarwal, Mumbai

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Appendices

Data Collection by:

Sl. No. NAME OF OUTLET ADDRESS NAME OF RESPONDENT

1 Nimit Tea Stall and Conf. F-Block, Shastri Nagar

Pulkit Kumar

2 Anand Trading Company F-Block, Shastri Nagar

Anand Prakash

3 Mayur Confectioners F17-Block, Shastri Nagar

Mayur Gupta

4 New Daily Bat Point Aaditya Market, Kuti Chauk

Dharmendra Kumar

5 Jai hanuman Provision Store

Kuti Chauraha Ashok Prasad

6 Varun Store Kuti Chauraha Varun Kumar7 Mansa General store Kuti Chauraha, G-

BlockMr. Mansa Gupta

8 Goyal general store Kuti Chauraha Jagdish prasad9 Sachin General Store Kuti Chauraha Sachin Kumar10 Aggrawal Traders Kuti Chauraha Aashish Kumar Aggrawal11 Shree Sai Store Dharam Kata, Kuti

ChaurahaAman

12 Manoj Tea Stall D-Block, Awash Vikash Market

Manoj Kumar

13 Aarora Confectioners D-Block, main Road Deepak Aarora14 Ashok General Store D-Block Ashok15 Bansal Store D-Block Nikhil Bansal16 Desi Bite Central Market Arun Singhal17 Vishal Chat Bhandar Central Market Mohit Sainik18 Om Kirana Central Market P.K.Rastogi19 Muskan Confectionary Central Market Sujit Bhatiya20 New Shakti Bekars Central Market Anita 21 Sumit Confectionary Sector 2 Sumit22 Bansal Kirana and

General StoreC-15/4 Shastry Nagar Avnish Bansal

23 Aditya Enerprises C-2/2 Central market Meerut

Dinesh Kumar

24 Mukesh Confectionary Rangoli Road Mukesh 25 Rashila Petha Palace Rangoli Road Vikash Saini26 Dinesh Bettle Shop Rangila Road Dinesh Kumar27 Ranjeet Tea Stall Garh Road Ranjeet28 Monte Juice corner Ambedkar College,

Garh RoadMonte Kuswaha

29 Munna Pan Massala Garh Road Munna30 Sandeep Confectioners 617/6 Sanjeev Kumar Singh31 Grand Store's Bekers &

ConfectionaryTejgarhi Sumit Prakash Sharma

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32 U.B.Kirana Store Tejgarhi Vaibabh33 Bangal Sweets Tejgarhi Bharat Kumar34 Sumit Paan Masala Tejgarhi Sumit Kumar Verma35 Adi Shree Provision

ConfectionaryTejgarhi Mehul Jain

36 Pankaj Confectionary Tejgarhi Pankaj Rai37 Kiran Provision Store Tejgarhi raju Verma38 Sumit Confectionary &

Shopping CentreTejgarhi, Garh Road Sumit Kumar

39 Shivam Kirana Store 222 Garh Road Saurabh Garg40 Rohit Paan Shop Old Hapur Stand Sachin41 National Confectionary Old Hapur Stand Ansar 42 Bhawra Pan Shop Old Hapur Stand Md. Umar Gazi43 Anonymous Choupla Gola road Anonymius44 Gupta Pan & Juice Corner Old Hapur Stand Mahuh Gupta45 Khusbanda ji ki dukan Bhagat singh marg

HapurKhusbanda ji

46 Veer Bhanu Dayanand Kirana Store

Bhagat singh marg Hapur

Dayanand

47 Garg Kirana Store Bhagat singh marg Hapur

Mehul Garg

48 Shayam Traders Bhagat singh marg Hapur

Shayam Babu

49 Balaji Bhandar Bhagat singh marg Hapur

Ram Babu

50 Shree balajee Namkeen Bhandar Balajee51 Anonymous Bhagat singh marg

HapurAnonymius

52 Akeel Ansari Store Old Hapur Stand Akeel Ansari53 Khusi Kirana Store Old Hapur Stand Md.Aslam Ansari54 Raseet Tea Stall Old Hapur Stand Md. Raseed Ansari55 Md. Aaftab Confectionary S.k.road Hapur Md. Aaftab Ansari56 Kareem Pan Shop near Gul Marg

CinemaKareem

57 Deepak Pandey Store 56- S.K.Road Deepak Pandey58 Khan Bettle shop Near Gul Marg

Cinema hallGulzar Khan

59 Pappu Tea Store Indra Chauk ramesh kumar60 Pandit Juice Indra Chauk Pandit Dayal sharma61 Virendra Kumar

ConfectionaryIndra Chauk Virendra Kumar

62 Mukesh Tea Stall Indra Chauk Mukesh kumar63 Prabhu dayal pan Dukan Indra Chauk Prabhu Dayal64 Chabra Juice & Coffee

pointIndra Chauk Ashok Chabra

65 Puja Confectionary Indra Chauk Lokesh kumar66 Sai Juice Corner Indra Chauk Sumit Kumar67 Aashu Confectionary Indra Chauk Aashu kumar68 Nadim Tea Stall Indra Chauk Aasif Salmari69 Shankar tea Stall E.B. Cinema Mr. Shankar

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70 R.K.Fast Food Indra Chauk Kuni Pal71 Sunny Cigratte Shop Indra Chauk Sunny kumar72 Jolly Confectionary Indra Chauk Mohan Prasad73 Batra Document &

StationaryMission compound H.K. Batra

74 Shivni Store Mission compound Nitin 75 City Heart BegumBridge Sumit Kumar76 Rasraj Resturent & Sweets BegumBridge rakesh Rastogi77 Singhal Store BegumBridge Akash Deep78 Nanak Chand Kirana

StoreBegumBridge Ravi aarora

79 Hanif Paan Shop Chopla Gola Hanif Ansari80 Panjab Kirana Store BegumBridge Ranjeet Singh81 Sanjay Kirana Store BegumBridge Sanjay Kumar82 Aggrawal Kirana Store BegumBridge Arun Agrawal83 Soam kirana Store BegumBridge Satendra Soam84 Prahlad Confectionary BegumBridge Prahlad Prasad85 Raju Teal Stall BegumBridge Raju86 Bansal Kirana store BegumBridge Ramesh Bansal87 Rathode Tea Stall Begum Bridge, delhi

RoadPawan Rathore

88 Sumit Store Begum Bridge, delhi Road

Sumit Gupta

89 Shopping Centre Begum Bridge, delhi Road

Raushan Soni

90 Amar Store Begum Bridge, delhi Road

Rajendra Prasad

91 Sonia Store Begum Bridge, delhi Road

Satendra sharma

92 Annu Trading Begum Bridge, delhi Road

Vijay Sharma

93 Archana Stationary & confectionary

Begum Bridge, delhi Road

Arun Prasad

94 Purnima Confectionary Begum Bridge, delhi Road

Bittu Aggrawal

95 Jain Kirana Store Begum Bridge, delhi Road

Anil Jain

96 Gupta Store Begum Bridge Mukesh Gupta97 Shree Laxmi Kirana Begum Bridge Laxmi ji 98 Ram Chandra Rawri

GazakBegum Bridge Sri Ram Chandra

99 Babu Ji Juice & Confectionary

Begum Bridge Ram Babu

100 Kwality Ice Cream Parlour

Begum Bridge Surendra Ji

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MASTER SCHOOL OF MANAGEMENT

Retailer’s Questionnaire for Snacks.

I am student of MSM, F-17, Shastri Nagar, Meerut. (Phone No. 0121-2769984). As a part of our assignment we have to complete a research project, for that I have been given a project on Snacks. I request you to co-operate me and share information in the following questionnaire. I assure you that the information provided by you will be kept CONFIDENTIAL and only aggregate results will be used in the project report.

Researcher Name: Amit Kumar.Mobile No.7830685485

QUESTIONNAIRE.

1. When do you place a new order for snacks?A. Weekly B. Fortnightly C. MonthlyD. Others. Please specify_________________.

2. Do you get money for displaying the product?A. Yes.B. NoIf yes please specify followingProduct Money Received No. of days.

3. If No which product you display highly (visibility of the product)?

4. Which product do you want to sell? And why A. BrandedB. LocalC. Both Please give at least three important reasons for keeping the different kind of product Branded Local Both

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5. Ranks the effectives of the following for advertising snacks Highly Effective Very effective Effective Neutral Not effective

A. T.V.B. F.M.C. News Paper .D. Word of Mouth.E. Internet.

6. Which Packaging do you think plays an important role while buying Snacks?

A. Window Packaging.B. Glossary packaging.C. No impact.

7. Do you feel branded products are better compared to local products? A. Yes.B. No

8. Which size of the product is purchased most by the customer? Small Medium Big

IndividualGroups Of FriendsFamily

9. Rank the importance of following to keep the product in your store. (1 is Highest)1 2 3 4 5

A. Quality.B. Quantity.C. High Margin.D. Availability of Credit.E. Benefits attached with achieving target.

10. Kindly tell me what you want from the company?A. Profits on Cash Purchases.B. Credit of 15 days and moderate profits.

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11. Which snacks do you keep in your shop/ store?

Bra

nd

Prod

uct

Size

(in

gram

)

M.R

.P (i

n R

s.)

Purc

hase

Pri

ce

Tic

k (y

es/n

o)

Primary scheme( %of commission on sale )

SchemeSecondary (the benefits earned on achieving the target ) Sa

le/ W

eek

Stoc

k M

aint

aine

d/W

eek

Hal

dira

m

Aloo Bhujia 22g 5Bhujia 22g 5Khata Mitha 22g 5Navratna 22g 5Kaju Mix 22g 5Kashmiri Mix 22g 5Panchratna 22g 5Nimbu Masala

22g 5

Channa jor 22g 5Moong Dal 22g 5Chana Dal 22g 5Boondi 22g 5Salted Peanut 22g 5Classic Cracker

22g 5

Jeera mix Cracker

22g 5

Hal

dira

m

Aloo Bhujia 48g 10Bhujia 48g 10Khata Mitha 48g 10Navratna 48g 10Kaju Mix 48g 10Kashmiri Mix 48g 10Panchratna 48g 10Nimbu Masala

48g 10

Channa jor 48g 10Moong Dal 48g 10Chana Dal 48g 10

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Boondi 48g 10Salted Peanut 48g 10Classic Cracker

48g 10

Jeera mix Cracker

48g 10

Hal

dira

m

Aloo Bhujia 200g 36Bhujia 200g 36Khata Mitha 200g 36Navratna 200g 33Kaju Mix 200g 54Kashmiri Mix 200g 36Panchratna 200g 36Nimbu Masala

200g 36

Channa jor 200gMoong Dal 200gChana Dal 200gBoondi 200gSalted Peanut 200gClassic Cracker

200g

Jeera mix Cracker

200g

Hal

dira

m

Aloo Bhujia 400gBhujia 400gKhata Mitha 400gNavratna 400gKaju Mix 400gKashmiri Mix 400gPanchratna 400gNimbu Masala

400g

Channa jor 400gMoong Dal 400gChana Dal 400gBoondi 400gSalted Peanut 400gClassic Cracker

400g

Jeera mix Cracker

400g

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Hal

dira

m

Aloo Bhujia 1000Bhujia 1000Khata Mitha 1000Navratna 1000Kaju Mix 1000Kashmiri Mix 1000Panchratna 1000Nimbu Masala

1000

Channa jor 1000Moong Dal 1000Chana Dal 1000Boondi 1000Salted Peanut 1000Classic Cracker

1000

Jeera mix Cracker

1000

Frito

-Lay

s

A. S. Green O.

14g 5

S. Tomato T. 14g 5M. Masala 14g 5C. Salted 14g 5U Chips 14g 5U. Chips 14g

A. S. Green O.

30g 10

S. Tomato T. 30g 10M. Masala. 30g 10C. Salted. 30g 10U. Chips. 30g 10U. Chips 30g

Frito

-

A. S. Green O.

63g 20

S. Tomato T. 63g 20M. Masala 63g 20C. Salted 63g 20U. Chips 63g 20U. Chips 63g 20

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Lays

Kurkure 3Kurkure Chilly

3

Kurkure 3Kurkure 3

Oth

ers

Loca

l

Information of RespondentName of Outlet:__________________________________.

Address:_______________________________________.

Town:_________________________________________.

Phone No.:____________________________________.

Name of respondent: _____________________________.

Gender:_______________________________________.

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Age:__________________________________________.

Education qualification: ____________________________

THANK YOU.

Distributors Questionnaire……..

MASTER SCHOOL OF MANAGEMENT

Distributor’s Questionnaire for Snacks.

I am student of MSM, F-17, Shastri Nagar, Meerut Phone No.-0121-2769984. As a part of our assignment I have been given a project on snacks. I request you to kindly co-operate me by providing the information as per the questionnaire. I assure you that the information provided by you will be kept CONFIDENTIAL and only aggregate results will be used in the project report.

Researcher Name: Amit Kumar.Mobile Number 7830685485

QUESTIONNAIRE1. Does the company give you cash discount?

A. Yes.B. No.If yes please mention percentage________%.

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2. Does the company give you credit?A. Yes.B. No.If yes please mention number of days____________.

3. Does company send you on any tour?A. Yes.B. No.If yes please mention places________________________.

4. On an average, the percentage gain over the purchase price of the brand you are selling is___________________.

5. Kindly tell about the schemes which are provided to you by the company:Primary Scheme Secondary Scheme Target Scheme Gifts

6. Do you get damage claim from the company?A. YesB. No

If yes, please mentionDamage Percentage. Period for settlement.

7. Mention the months in which your sales are relatively higher

________________________________.

8. Does the company give you money to organise display?A. Yes.B. No.

Money given per Display

No. of days allowed to display

Total No. of Display

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If yes please mention:

9. Does other distributors of the same company enter in your territory? A. Yes.B. No.

If yes please mention the loss of market share is______%.

10. What facilities do you provide to your wholesalers, retailers and others (like tea stall, pan wala?)

Credit (in days) Cash discounts Others (Gifts).WholesalersRetailersSmall shops

11.Do you have to make extra effort to sell any product of the company ?A. Yes.B. No.

If yes, please mention the name of the product and extra efforts put by you.

__________________________________________________________.

12. Do you get the following facility from the company?Items Yes NoPostersSine boardsBannersCalendar Fare for warehouseFare for carriage inwardFare for carriage outward

13. Please provide the price list of your selling price to wholesalers, retailers.

14 Please provide following details

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Information of RespondentName of Outlet:____________________________________.

PRODUCT SIZE M.R.P. Quantity sold in pervious month

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Distributor’s Name:________________________________.

Name of company:_________________________________.

Area served in K.M.________________________________.

Address:_________________________________________.

Town:__________________________________________.

Gender:________________________________________.

Age:___________________________________________.

Phone No.:______________________________________.

THANK YOU.

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