A

Project Report on

“CUSTOMER AWARENESS ABOUT ADITYA GHEE”

At

VIJAYKANTH DIARY & FOOD PRODUCTS

PVT.LTD, NEGINHAL

Submitted To:

K.L.E. Society’s

College of Business Administration

Lingaraj College (CBALC)

Belgaum.

Submitted By

DASHAMI.A.DODDAMANI

K.LK.LK.LK.L.E. Society’s.E. Society’s.E. Society’s.E. Society’s

College Of Business AdministrationCollege Of Business AdministrationCollege Of Business AdministrationCollege Of Business Administration

Lingaraj College (CBALC), BelgaumLingaraj College (CBALC), BelgaumLingaraj College (CBALC), BelgaumLingaraj College (CBALC), Belgaum

AUTONOMOUSAUTONOMOUSAUTONOMOUSAUTONOMOUS

Accredited at the ‘A’ Level by NAACAccredited at the ‘A’ Level by NAACAccredited at the ‘A’ Level by NAACAccredited at the ‘A’ Level by NAAC

CERTIFICATE

This is o certify that Miss.Dashami.A.Doddamani, has satisfactorily completed the

Research Project on “customers awareness on Aditya ghee” in Belgaum from, 22nd

June 2009 to 18th July 2009 as prescribed by the Institute, in partial fulfillment of the

course curriculum.

Prof. Soumya.Naik Prof. P.R. Kadakol

Internal Guide Principal CBALC, Belgaum

DECLARATION

Declaration

I hereby declare that this research project titled, “Customer Awareness about Aditya

Ghee” at Vijaykanth Diary & Food Products Pvt.Ltd, Neginhal is an independent study

carried out by me during in plant Training under the guidance of Prof. Soumya .Naik and

Shri. Ravi .Murtennavar

This project was fully prepared by my own effort and has not been published elsewhere

until now. I also declare that this project report has not been submitted to any other

university or for award of any degree or diploma.

Date: 18 July 2009 DASHAMI.A.DODDAMANI

Acknowledgement

A word of thanks at the end of a very knowledgeable project at Vijaykanth Diary & Food

Products Pvt.Ltd, Belgaum, I take this opportunity to thank Mr.shivakanth sidnal owner

of, Vijaykanth Diary & Food Products Pvt.Ltd for lending me an helping hand by placing

me in such a reputed organization.

I would never forget the assistance provided to me by External Guide Mr.Ravi branch

manager of Aditya milk in Belgaum, he were constantly keeping me updated on the past

and current happenings on the Aditya products.

I the student of CBALC would like to thank my principal Prof. P.R.Kadakol, our

Marketing Research professor & I Salutation to our Prof.Soumya.Naik; I take pleasure to

express my deep sense of gratitude to our Project Guide for her constant co-operation and

guidance.

I owe an enormous debt to my Teachers and Professors at K.L.E’S COLLEGE OF

BUSINESS ADMINISTRATION LINGARAJ COLLEGE; BELGAUM for it is because

of their constant support and motivation I was able complete to this project.

I heart fully thank my parents who were of great help in giving me moral support in

completing my project.

Lastly I am extremely grateful to those people who have helped me both directly and

indirectly in completing my project.

TABLE OF CONTENT

sl.no CONTENT Page. no

1 Executive Summary

2 Methodology & limitations

3 Findings

4 Analysis of the chart/graphs

5 Recommendations

7 Bibliography

8 Annexure

EXECUTIVE SUMMARY

Background

Vijay Kant Dairy & Food Products Pvt Ltd Neginhal is a well known dairy company. It

has got its own distribution outlets in Karnataka, Maharashtra and Goa. The same are

owned by Mr. Shivakanth Sidnal. It was started in the year 2007 with its first product as

pasteurized milk. Later in the year 2008 it started manufacturing Aditya ghee,

mysorepak, & ice cream in Neginhal. The products are priced high but are of better

quality. It is available in respected shops in Belgaum, but it is available in specific

company owned outlets situated at Mahantesh Nagar, CollegeRoad, Ramdev, Tilkwadi&

RPDcross.

The project is undertaken to study the awareness about Aditya Ghee among the

customers in northern part of Belgaum.

Management problem:

To know the Customer Awareness of Aditya Ghee in northern part of Belgaum

Research Objective

Ø To find the awareness about the brand Aditya ghee.

Ø To find what customers think about the brand i.e. the perception.

Research design:

Descriptive research

Method of Administering Questionnaire:

The information will be collected through questionnaire

Nature of the Questionnaire;

The types of questions asked are dichotomous questions, multiple choice questions &

open ended questions.

Sampling plan

Population

House holds (women). The Population of Belgaum city that is mainly focused on the

household. (College Road, Tilakwadi, RPD Cross, Mahantesh Nagar, & Sadhashiv

Nagar)

RESEARCH PROBLEM

To know the Customer Awareness of Aditya Ghee in Northern part of Belgaum.

RESEARCH OBJECTIVE

Ø To find the awareness about the brand Aditya ghee.

Ø To find what customers think about the brand.

Ø To know how many people use other ghee brands.

RESEARCH METHODOLOGY &

LIMITATION

RESEARCH APPROACH:

Quantitative approach i.e. use of statistical tools for quantifying the data and analyzing

the data pattern.

RESEARCH DESIGN:

A descriptive research design has been followed for the study, as it describes the market

characteristics. Surveys had been done for this project

DATA COLLECTION

PRIMARY DATA:

There was no secondary data available in this context for Aditya ghee. I collected

primary data from people.

QUESTIONNAIRE DESIGN DEVELOPMENT

While developing the questionnaire, I focused mainly on questions that showed the

customers with respect to awareness, food, quality, quantity, price, environment, of

Aditya ghee in a particular house holds.

NATURE OF THE QUESTIONNAIRE;

The types of questions asked are dichotomous questions, multiple choice questions &

open ended questions.

Limitations of the Study

1. Due to the lack of time house holds might have just ticked the options.

2. Some customer may not have understood the question properly.

3. Some were not comfortable to express themselves in English.

4. Some might have filled the questionnaire in the same way as the others have

filled.

SAMPLE DESCRIPTION:

• Sample size: 100

• Sampling unit: Household

• Sampling Elements: Northern part of Belgaum

• Sampling type: Non Probability Sampling, the selection of samples will be on

convenient elements.

• Sampling method: Convenience sampling method, as the sample consisted of

house holds.

• Method: I analyzed the results by making doughnut charts for all questions.

FINDINGS

Through this research what was found out is that:

Ø Majority of customers are aware of the brand Aditya ghee.

Ø Majority of customers are satisfied about the quality of Aditya ghee.

Ø Majority of customers opinion that Aditya ghee is reasonable.

Ø Majority of customers are aware by TV.

Ø Majority of customers are happy with the convenience of availability of Aditya

ghee.

ANALYSES OF THE RESEARCH

Below are the results followed by the dough nut chart, where it shows the link between

the objectives of the research & the questions asked for the public. All these questions are

individually explained in detail.

Objective 1: To know the people’s awareness of Aditya ghee

Which of the following brands are you aware

24%

34%10%

1%4%

2%

9%

2%

14%

aditya,nandini

aditya,nandini,amul

aditya,nandini,amul,krishna

aditya,nandini,krishna

aditya,amul

aditya,amul,krishna

nandini,amul

amul

nandini

The above chart shows the awareness of other ghee brands.

Ø 24% people are aware of brand Aditya&Nandini Ghee

Ø 34% people are aware of brand Aditya, Nandini, Amul Ghee Ø 10% people are aware of brand Aditya, Nandini, Amul, Krishna Ghee

Ø 1% people are aware of brand Aditya, Nandini, Krishna Ghee

Ø 4% people are aware of brand Aditya, Amul Ghee

Ø 2% people are aware of brand Aditya, Amul, Krishna Ghee

Ø 9% people are aware of brand Nandini, Amul Ghee

Ø 2% people are aware of brand Amul Ghee

Ø 14% people are aware of brand Nandini Ghee

The above chart shows that how many customers have used Aditya ghee.

Ø 65 % of people said that they used Aditya ghee

Ø 35 % of people said that they didn’t used Aditya ghee

Have you any time used Aditya ghee

65%

35%

yes

no

How did you get to know about Aditya ghee

28%

17%

3%

41%

3%8%

Tv

New s paper

Internet

Friends/relative/associate

If any other

Tv&Friends/relative/associate

The above chat shows that how did the customer get to know about Aditya ghee.

Ø 28% people are aware by TV

Ø 17% people are aware by News papers

Ø 3% people are aware by Internet

Ø 4% people are aware by Friends/relative/associate

Ø 3% people are aware by any others

Ø 8 % people are aware by TV, Friends/relative/associate

Objective 2: Customer’s view about the prices of Aditya ghee provided

What is your opinion about the price offered at Aditya ghee

89%

11%

High priced

Reasonable

The above chart shows the opinion of customers about the price of aditya ghee

Ø 11% of customers are of opinion that aditya ghee is highly priced

Ø 89 % of customers are of opinion that aditya ghee is reasonable.

Objective 3: To know the people’s perceptions about Aditya ghee

What type of ghee do you prefer

53%

47% brandee ghee

local branded ghee

The above chart shows that which type of ghee customers prefer.

Ø 53% of customers do prefer branded ghee

Ø 47% of customers do prefer local branded ghee

.

Why customers buy branded ghee&local branded ghee

26%

36%

16%

10%

2%5%

5%

good for health&homemade

freshness,pure&taste

quality

not available for other brand

w ell packaging

good for health&freshness

freshness&quality

The above chart shows the reasons given by customer as to why do they use branded or

local ghee.

Ø 26% of people gave the reason as its good for health &homemade

Ø 36% of people gave the reason as freshness, pure taste

Ø 16% of people gave the reason as quality should be their.

Ø 10% of people gave the reason as no availability of other brand

Ø 2% of people gave the reason as packaging should be good.

Ø 5% of people gave the reason as good for health freshness

Ø 5% of people gave the reason as freshness quality

Objective 3: To know the people’s perceptions about Aditya ghee

How often do you buy Aditya ghee

8%

6%

55%

3%

28%

Once in a week or more thanonce

Once in a week or more thanonce

Once in a week or more thanonce

Once in a week or more thanonce

Once or twice a year

The above chart shows that how often customers buy Aditya ghee.

Ø 8% of people said that once in a week or more than once they buy Aditya ghee

Ø 6% of people said that 2to 3 times in a month they buy Aditya ghee

Ø 55% of people said that once in a month they buy Aditya ghee

Ø 3% of people said that once in every 2-3 months they buy Aditya ghee

Ø 28% of people said that Once or twice a year they buy Aditya ghee

How do you rate the features of Aditya ghee

20%

9%

32%

17%

22% Very good, Very good, Verygood

Very good , Average, Excellent

Excellent, Very good, Verygood

Excellent, Very good, Excellent

Excellent, Excellent, Excellent

The above chart shows the ratings given by customers for features of Aditya ghee.

Ø 20 % of customers rated as each features of Aditya gheeVery good in (freshness),

Very good in (odour), Very good in (taste)

Ø 9 % of customers rated as each features of Aditya ghee ,Very good in (freshness),

Average in (odour), Excellent in (taste)

Ø 32 % of customers rated as each features of Aditya ghee Excellent in (freshness),

Very good in (odour), Very good in (taste)

Ø 17 % of customers rated as each features of Aditya ghee Excellent in (freshness),

Very good in(odour), Excellent in (taste)

Ø 22% of customers rated as each features of Aditya ghee Excellent in(freshness)

Excellent in (odour), Excellent in (taste)

Objective 3: To know the people’s perceptions about Aditya

Aditya ghee available at the convenient for you

94%

6%

yes

no

The above chart shows the convenience of availability of Aditya ghee.

Ø 94% of customers said that Aditya ghee convenient for them.

Ø 6% of customers said that Aditya ghee not convenient for them.

How do you rate the over all features of Aditya ghee

98%

2%

Excellent &Good

Average&Poor

The above chart shows the opinion of customers of Aditya ghee.

Ø 98% of customers opinion of Aditya ghee is excellent & good.

Ø 2 % of customers’ opinion of Aditya ghee is average &poor.

If given the chance to use Aditya ghee, will you prefer to go for that brand

86%

14%

yes

no

The above chart shows that customers as to would they prefer to use Aditya ghee if given

a chance to them.

Ø 86% of customers agreed to use if a given chance to them

Ø 14% of customers agreed not agreed to use Aditya ghee if a given chance to them.

How do you rate the features of Present ghee

20%

26%

20%

34% Very good, Average,Excellent

Very good, Very good, Verygood

Excellent, Very good,Excellent

Excellent, Excellent, Excellent

The above chart shows the ratings given by customers for features of present ghee which

they are using.

Ø 20 % of customers rated its each features of present ghee is Very good in

(freshness), average in (odour), excellent in (taste)

Ø 26 % of customers rated its each features of present ghee is Very good in

(freshness), Very good in (odour), Very good in (taste)

Ø 20 % of customers rated its each features of present ghee is Excellent in

(freshness), Very good in (odour), excellent in (taste)

Ø 34 % of customers rated its each features of present ghee is Excellent in

(freshness), Excellent in (odour), Excellent in (taste)

Objective 4: To know the suggestions for improvements at Aditya ghee.

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

31%

27%

6%

18%

12%

4% 2%

more advert in TV & goodqualityshould be&yellow ish color

Price should bereasonable& it should befreshness

it should good for health

have many branches

Similar to home made ghee& it should be taste

Provide supply2&3kgpacket tins small packates

Provide some products likeshrikand & all

Ø 31% of customers suggested provide more advertisement in TV & about good

quality.

Ø 27% of customers suggested for setting reasonable price & for the improve of

freshness.

Ø 6% of customers suggested that it should be good for health

Ø 18% of customers suggested that opening up many out lets of Aditya ghee

Ø 12% of people said consumption of ghee should not lead to any sort of illness

like itching of throat.

Ø 4% of customers suggested for that Provide supply2&3kg packet tins small

packets

Ø 2% of customers suggested for increase verity of products

RECOMMENDATIONS

Ø Provide more aggressive advertisement:

At present they are advertising through local news channels like in-

Belgaum, but more aggressive advertisements have to be published through other

channels by properly allocating the advertisement budgets.

News paper palmplets are the only print media which they are

advertising through at present. They have to hire small spaces in the news papers &

local Magazines instead of going for pamphlets.

Ø Should open more outlets:

More outlets should be opened in areas like Sadhashiv Nagar, Vaibhav Nagar

because in these areas the customers are not aware about the Aditya ghee, so in this

area they open the outlets the customers can also aware of the brand & the customers

can also easily buy.

Ø Keep special offers during festivals like Deepawali, Ugadi, & Ganesh chaturti etc.

For example if the ghee is purchased in bulk quantity, some other products say

sweets can be provided free with that.( Premium Products)

Ø Aditya ghee should focus on low price customers: provide little packets with

lesser quantities, which is affordable by the customers & should be communicated

through local channels.

BIBLIOGRAPHY

Æ Information was taken from:

Vijay Kant Dairy & Food products Pvt Ltd Neginhal, Belgaum

Even information was taken from the internal guides: Mr Ravi .Murtennavar &

Mr.Shaymkanth.Sinha.

ANNEXURE

QUESTIONNAIRE

Dear Customer, this survey is conducted to understand the customer awareness about

Aditya Ghee. You are requested to devote some of your precious moments to answer

these questions. The data collected will be purely used for the academic purpose and will

be kept confidential.

1. What type of ghee do you prefer?

a) Local branded ghee b) Branded ghee

Why? ___________________________________

___________________________________

2. Which of the following brands are you aware of?

Aditya Nandini Amul Krishna

3. Have you any time used Aditya Ghee?

Yes No

If no refer part B.

If Yes,

4. How often do you buy Aditya ghee?

a) Once in a week or more than once b) 2 to 3 times in a month

c) Once in a month d) once in every 2-3 months

e) Once or twice a year

5. How did you come to know about Aditya Ghee?

a) TV b) Newspaper

c) Internet d) Friends/relative/associate

g) If any other specify: _____________

6. How do you rate the following features of Aditya Ghee?

Features Excellent Very Good Average Poor

Freshness

Odour

Taste

7. What do you feel about the price of Aditya Ghee?

High Priced Reasonable Low priced

8. Is Aditya Ghee available at the places convenient for you?

Yes No

If No, suggest the convenient place ______________________________

9. How do you rate the overall features of Aditya Ghee?

Excellent Good Average Poor

10. Any suggestions about improving Aditya Ghee ____________________

_____________________________________________________________

_____________________________________________________________

PART-B

11. If given the chance to use Aditya ghee, will you prefer to go for that brand?

Yes No

If yes, what are your expectations about the brand? _____________________

_________________________________________________________________

If no, what is the reason? ____________________________________________

________________________________________________________________

12. How do you rate the following factors of the present brand of ghee you are using?

Present Brand:

Features Excellent Very Good Average Poor

Freshness

Odour

Taste

Name : ________________________________________________________

Address: _______________________________________________________

Age : ___________ Phone: ________________________

THANK YOU

CODING

Following note explains the codes used in coding sheet.

Note:

Ø Number of respondents-100

Ø Number of questions asked -12

Ø 10question is on asking the suggestion from the customers for aditya ghee codes

set as a, b, c, d,

Ø For question no’s 1, 2, 4, 5, 11for these questions coded as a, b, c, and d.

Ø For question no’s 3, 7, 8, & 9: 0 is code for answer which seems to be negative

point for company and 1 is given for positive point for the company.

Ø For question no’s6&12 codes set as follows:

Which are 3 for excellent

2 for very good,

1 for average,

0 for poor.

QUESTION NUMBERS RESPONDENTS 1 1(a) 2 3 4 5 6 7 8 9 10 11 11(a) 12

1 b a a,b 1 c d 1,1,1 1 1 1 2 b b a,b,c 1 e d 1,1,1 1 0 1 3 a a b,c 0 a a 3,2,3 4 a b b,c 0 a a 3,2,3 5 a a b,c 0 a b 2,3,2 6 b b a,b,c 1 e a 3,3,3 1 1 1 7 b b,d b 0 a a 2,2,2 8 a b a,b,c 1 c d 3,2,2 1 1 1 9 a a,b b,c 0 a a 3,3,3 10 a a a,b 0 a a 3,2,3 11 a b a,b,c,d 1 c b,c 3,2,2 1 1 1 12 a b a,b 1 a b 3,3,3 1 1 1 13 b b,c b 1 d d 3,2,1 1 0 1 14 b c b,c 0 a a 3,2,1 15 a b a,b,c 0 a a 3,3,3 16 b a b 1 a d 2,2,2 1 1 1 17 b a a,b,c,d 0 b c 2,2,2 18 a b a,b,c 0 a b 3,3,3 19 a b a,b 1 c a 3,3,3 1 1 1 20 a c c 0 a a 2,2,2 21 b b a,b,c 1 e d 2,2,3 1 1 1 22 b c b 0 b d 3,3,3 23 a b a,b 1 c a 3,3,3 1 1 1 24 b b a,b,d 1 e a 1,1,1 1 1 1 25 a b a,b,c 1 b g 3,2,2 1 1 1 26 b b a,b,c 1 c d 3,3,3 1 1 27 a a a,b,c 1 e b 3,3,3 1 1 1 28 b d a,b,c,d 1 c d 2,2,2 1 1 1 29 a a a,b,c 1 c a 3,2,2 1 1 1 30 b d a,b,c 1 c d 2,2,2 1 1 1 31 a a a,b 1 c c 3,2,3 1 1 1 32 b b b 0 a b 2,2,2 33 a b a,b 1 a c 3,2,2 1 1 1 34 b b a,b,c 1 e b 3,2,2 1 1 1 35 a a a,b,c,d 0 a a 2,2,2 36 b c a,b 1 a b 1,2,2 1 1 1 37 b c a,b,c,d 1 c b 2,2,2 1 1 1 38 a b a,b 1 c a 3,3,3 1 1 1 39 a b a,b 1 c a 3,3,3 1 1 1 40 b b b 0 a a 3,2,3 41 b c a,b,c 1 c a 3,2,2 1 1 1 42 a b a,b,c 1 c b,c,d 3,2,2 1 1 1 43 a a a,b,c,d 0 a a 1,3,3 44 a,b a,c a,b,c 1 e b 1,1,1 1 1 1

45 b b a,b,c 1 c a 2,3,2 1 1 1 46 a a,b a,b,c 1 a d 3,2,3 1 1 1 47 b d a,b,c 1 e a 3,3,3 1 1 1 48 b d a,b 1 c d 3,2,3 1 1 1 49 a b b,c 0 a a 3,3,3 50 b b a,b 1 c a 2,3,2 1 1 1 51 b c a,b,c 0 a a 2,2,2 52 b c b 0 a b 3,3,1 53 a b b 0 a a 3,3,3 54 a a a,b 0 a a 3,3,3 55 a a b,c 0 a c 3,3,3 56 b b a,b,c,d 1 c d 2,2,2 1 1 1 57 b b,c a,c 1 c a 2,1,2 1 1 1 58 b d a,b,c,d 1 c a 2,2,2 0 1 1 59 a a a,b,c,d b d 3,3,3 60 a a b 0 a a 3,3,3 61 b a,b b 0 a b 3,3,3 62 b b a,b 0 a c 2,1,3 63 b c a,b 1 e b 3,2,1 0 1 1 64 a a a,b 1 c a 3,3,3 0 1 1 65 b c a,b,c 1 e d 3,2,2 1 0 1 66 a b,c b 0 a a 2,1,3 67 b b,c b,c 0 a a,b 3,3,3 68 b b a,b 1 b g 3,3,3 1 1 1 69 b b a,b 1 e d 2,2,2 1 1 1 70 b a a,b,c 1 c a 3,2,3 1 1 1 71 b b a,b,c 1 c a,d 2,1,3 1 1 1 72 a d b 0 b c 2,1,2 73 a d b 0 a a 2,1,2 74 a d a,b,c 1 c d 3,2,3 1 1 1 75 a b a,b,c 1 c a,b,d 3,2,2 1 1 1 76 b c a,b,c 1 d b 3,2,2 1 1 1 77 b b a,c 1 c a,d 2,1,3 1 1 1 78 a d c 0 b c 3,2,1 79 b a a,b,c 1 b a,b 2,2,3 1 1 1 80 b a a,c,d 1 e d 2,2,2 1 0 0 81 b a a,c 1 c a,d 3,2,2 1 1 1 82 a d a,c,d 1 e a 2,2,3 1 1 1 83 b b a,b 1 c d 3,2,3 1 1 1 84 a c a,b,c 1 c a,b,d 3,2,3 1 1 1 85 a b a,c 1 c d 3,2,2 1 1 1 86 b c b 0 a b 2,2,2 87 a a b,c 0 a b 3,2,2 88 a a a,b,c 0 a a 2,2,2 89 b c a,b 1 e b 2,3,2 0 1 1 90 a a a,b 0 a a 2,2,2 91 b a a,b,c 1 c d 3.2.3 0 1 1 92 b e a,b,c 1 c d 3,2,3 1 1 1 93 a a a,b,c 1 c a 3,2,3 1 1 1 94 a c a,b 1 e a,d 3,2,2 1 1 1

95 b e a,b,c 1 c a,b,c,d 3,3,2 1 1 1 96 a b a,b,c 1 e a,.d 3,3,2 1 1 1 97 a b a,b,c 1 c a,d 3,2,3 1 1 1 98 b a,b a,b 1 b a 2,3,3 1 1 1 99 b a a,b,c,d 1 e a,b,c,d 2,2,3 0 1 1 100 b c a,b 1 e d 2,2,2 0 1 1