Analysis of-consumer-perception-on-dabur-honey


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Analysis of-consumer-perception-on-dabur-honey

  1. 1. PROJECT REPORTON“ANALYSIS OF CONSUMER PERCEPTIONWITH RESPECT TO DABUR HONEY”Submitted in the partial fulfillment of the requirement ofMaster of Business Economics course of Guru Nanak DevUniversityByABHISHEK KUMAR RAJORIARoll No: 892971, Batch: 2009-2011Under the guidance ofMr. ASHOK ASTHANAAsst. Professor - New Delhi Institute of ManagementNew Delhi Institute of ManagementNEW DELHI -1100621
  2. 2. DECLARATIONI, Abhishek Kumar Rajoria hereby declares that the project work entitled “A study onAnalysis of Consumer Perception with Respect to Dabur Honey”, Submitted toGuru Nanak Dev University, Amritsar, is a record of an original work done by meunder the guidance of Ashok Asthana, Faculty, New Delhi Institute of Management,New Delhi, and this project work has not performed the basis for the award of anydegree or diploma and similar project if any..Place: Abhishek Kumar RajoriaDate: MBE-4thSemester2
  3. 3. CERTIFICATEThis is to certify that the project titled “A Study On Analysis Of ConsumerPerception With Respect To Dabur Honey”, submitted by Abhishek Kumar Rajoriato New Delhi Institute of Management, Guru Nanak Dev University, Amritsar inpartial fulfillment of requirement for the award of the M.B.E. Degree is an originalpiece of work carried out under my guidance and may be submitted for evaluation.The assistance rendered during the study has been duly acknowledged.No part of this work has been submitted for any other degree.Place: New Delhi Faculty GuideDated: Ashok Asthana3
  4. 4. ACKNOWLEDGMENTSI would like to offer my sincere gratitude to various people, who directly or indirectlyhave contributed in the development of this work and who have influenced mythinking, behavior ad acts during the course of study.I am indebted to Ambika Sharma (principal) and Ashok Asthana, Faculty, NDIM forhis support, co-operation and motivation provided to me during the study. Manyothers had a direct or indirect by no means negligible contribution in the completionof the project.The project has been a learning experience for me and would not have been possiblewithout the support and guidance of the above mentioned people. Needless to say, Ialone remain responsible for any errors that might have crept into the pages, despiteof my best possible efforts to avoid them.ABHISHE KUMAR RAJORIA4
  5. 5. Roll No: 8929715
  6. 6. CONTENTS6
  7. 7. LIST OF CHARTSCHARTNO.TITLE PAGE NO.Chart 5.1 What is the percentage of the retailers who keep honey asa product in their outlets46Chart 5.2 What is the percentage of the retailers who think that thegifts/ schemes provided with the brand are attractive47Chart 5.3 How many retailers keep only Dabur honey and howmany keep other brands too48Chart 5.4 What influences the sales of Dabur Honey 49Chart 5.5 How many retailers complained about crystallized honey 50Chart 5.6 How many retailers are satisfied with the marginprovided51Chart 5.7 How many kids eat honey and how money doesn’t eat 527S.NO. CONTENTS PAGE NO.CHAPTER 1. Introduction 71.1 Introduction 81.2 Objective 101.3 Scope of the Study 111.4 Research Limitations 12CHAPTER 2. Review of Literature 132.1 Literature Review 14CHAPTER 3. Research Approach 183.1 Methodology 193.2 Research Design 213.3 Nature of Data 223.4 Data Source 233.5 Sample size 243.6 Tools of presentation 25CHAPTER 4. Company Profile 264.1 Company snapshot 274.2 Product profile 354.3 Product life cycle 364.4 Constituents of dabur honey 404.5 SWOT analysis of dabur honey 41CHAPTER 5. Finding and analysis 45CHAPTER 6. Conclusions and Suggestions 64Annexure 67Bibliography 68Sample Questionnaire 70
  8. 8. honeyChart 5.8 How kids consume Dabur honey 53Chart 5.9 How many times in a day kids consume Dabur honey 54Chart 5.10 At what time kids consume honey 55Chart 5.11 What free gifts kids prefer with Dabur honey 56Chart 5.12 What is the percentage of the kids who remember theadvertisement and who do not57Chart 5.13 What is the percentage of mothers who consume Daburhoney58Chart 5.14 What is the consumption ratio of Dabur honey betweenmothers and kids59Chart 5.15 What is the level of satisfaction of the respondents whoconsume Dabur honey regularly60Chart 5.16 According to you what is the main reason of purchasingDabur honey over other brands61Chart 5.17 Do you consume Dabur honey if not then which brandyou prefer to consume62Chart 5.18 Which package size you generally prefer buy 638
  9. 9. Chapter 1INTRODUCTION9
  10. 10. 1.1 INTRODUCTIONDabur India Limited, established in 1884, is one of the oldest health and personal carecompanies of India. This young man, Dr. S.K. Burman, laid the foundation of what istoday known as "Dabur India limited". The brand name Dabur is derived from thewords ‘Da’ for Daktar or doctor and ‘bur’ from Burman. From a humble beginning in1884, as a manufacturer of traditional medicine in Calcutta, Dabur has come alongway to become a multi-facet, multi- locational and multi-product modern IndianCorporation with a global presence. It now enjoys the distinction of being the largestIndian F.M.C.G. Company and is poised to become a true Indian multinational.In its generic form, honey is a wonder product. If in western homes it is a term ofendearment, in India, honey is traditionally seen as a health syrup. No company in theorganized sector had seen business opportunity in honey, till the Dabur India Limiteddecided to source honey in large volumes from apiculturalists (bee -hive farmers) andmarket it, the company introduced branded honey in glass jars to the Indian marketabout a decade ago. The only big organization selling honey at that time was KhadiGram Udyog that too unbranded produce from villages to the urban markets. Daburfound that the demand is low. Honeys usage was restricted to the world of therapy;used as a cough palliative, a skin conditioner or alternately as a base ingredient forother ayurvedic formulations.In the year 1991, Dabur Honey took to national level advertising for the first time,placing the brand on the purity platform. Growth came, at about 20 per cent that wasnot satisfactory. In the year 1994, Dabur gave the brands ad account to enterprise. Atthat time Daburs ad spend for honey was a piffling Rs. 10-15 lakhs a year. It changedthe traditional perception of Indian consumer about honey as a medicine to tasty,nutricious food on the breakfast table. Today in the year 2000-2001, it is a 40 crorebrand.The purpose of undertaking this project is to get to the real life exposure and to get thefeel of the market dynamics .the scope of this project is limited to the understandingof the product life cycle and the market potential of Dabur Honey. The focus of this10
  11. 11. project is to increase the consumption of Dabur honey and help the organization fromconstant threat from its competitors and suggests the ways and opportunities tomaintain the share of Dabur honey.The project has done a full justice to the research objective and gave me an insight tothe market potential. This project has been very important, as I have been able tosuccessfully utilize and apply the marketing tools thereby enhancing my knowledge.This project has proved to be an important milestone in terms of applying theoreticalknowledge practically thereby making me aware of the consumers perception aboutan FMGC product like Dabur Honey.11
  12. 12. 1.2 OBJECTIVE OF THE STUDYFollowing are the objectives of the study:1. To know retailers and consumers perception about Dabur honey2. To analyze the market of honey in Delhi, Noida and Ghaziabad.3. To understand the economic factors affecting the sales volume and theiropportunities.The purpose of undertaking this project is to get to the real life exposure and to get thefeel of the market dynamics12
  13. 13. 1.3 SCOPE OF THE STUDYThe scope of this project is limited to the understanding of the product life cycle andthe market potential of Dabur Honey. The focus of this project is to increase theconsumption of Dabur honey and help the organization from constant threat from itscompetitors and suggests the ways and opportunities to maintain the share of Daburhoney.The project has done a full justice to the research objective and gave me an insight tothe market potential. This project has been very important, as I have been able tosuccessfully utilize and apply the marketing tools thereby enhancing my knowledge.This project has proved to be an important milestone in terms of applying theoreticalknowledge practically thereby making me aware of the consumers perception about anFMGC product like Dabur Honey.13
  14. 14. 1.4 LIMITATIONS OF THE STUDY:-Following are the important limitations faced during the research work undertaken1. It was highly expensive and time consuming.2. The research is carried out on customers, dealers wholesaler retailers etc. who arehuman beings. Human beings have a tendency to behave artificially when theyknow that they are being observed.3. Subjectivity is the main limitation of the study. It is very difficult to verify theresearch results.4. The projects generally took longer time. The time by which the research resultsare presented market situation can undergo a change.14
  15. 15. Chapter-2Review of literature15
  16. 16. Melanie G., “Honey Provides Antibiotic Benefits and a Low GlycemicSweetener”, Natural News Journal, January 2011 , Vol - 11, Page No – 40 - 59Honey provides a natural sweetener that can be used instead of sugar. Honey is awhole food that comes from plant nectar and does not raise blood sugar as othersimple sugars do. Honey also contains a variety of minerals and vitamins and has along history as a healing food. Honey has been used as an antiseptic, antimicrobial,and antibiotic.Antibiotic Honey Kills Germs Honey has long been used for its antibiotic propertiesand research has now demonstrated the mechanism. In an article published in theJournal of the Federation of American Society for Experimental Biology, scientistsexplain that a protein made by the bees called defensin-1 is the active germ-killingingredient in honey. The researchers postulate that honey may even be able to treatdiseases and infections that are antibiotic resistant such as MRSA (Methicillin-resistant Staphylococcus aureus).Honey contains antioxidants. A study at the University of California demonstratedthat consuming honey can raise antioxidant levels in the blood. The darker the honey,the more antioxidants it contains. Dark colored honey from Illinois buckwheat hasbeen shown to have 20 times the antioxidant value as sage honey from California.Skin Healing Properties of Honey Because honey has antimicrobial and antisepticproperties, it can be used to heal skin conditions. Hundreds of cases have beenpublished in medical journals demonstrating honeys ability to cure wounds andburns. Honey kills bacteria in the skin and speeds the healing of burns. It can be usedto treat sunburns as well.Sanchez et-al; “Consumer Perception of Value”, Journal of Consumer Satisfaction,Dissatisfaction and Complaining Behaviour, January 2006, Vol - 19, Page No – 40 - 58Consumer value is a concept of continuing interest to scholars, marketing researchers,and to many marketing practitioners. However, the presence of multiple meanings, theuse of different terms, and even the existence of a diversity of opinions regarding itsfeatures and nature reflect the complexity of its study and give rise to the possibilityof confusion in its application.16
  17. 17. This article presents a review of the existing literature on the concept of value in orderto shed light on the confusion surrounding this construct. The analysis highlights thepolysemy and the diversity of terms that have been used, along with the differentdefinitions that have been proposed. Convergent and divergent elements are alsoidentified. As a result of this review and analysis, the features that characterize theconcept of consumer value are determined and a conceptual framework is proposed asa basis for future research.Narain S. “Branded Honey Sold in India is Likely To Be Contaminated WithHarmful Antibiotics”, CSE Report, September 2004, Vol - 8, Page No – 335 - 350That spoonful of “guaranteed pure” sweetness may be hiding a bitter secret. Brandedhoney sold in India is likely to be contaminated with harmful antibiotics, according toa new study by the Centre for Science and Environment.CSEs Pollution Monitoring Laboratory tested 12 leading brands of honey sold inDelhi, including those made by Indian companies such as Dabur, Himalaya, Patanjali,Baidyanath and Khadi as well as by two foreign companies based in Switzerland andAustralia. Scientists found high levels of six harmful antibiotics in 11 samples, withonly the Indian Hitkari brand coming out clean.Dabur Honey — which has captured 75 per cent of the Indian market — had theantibiotic Oxytetracycline at nine times the level that is permitted for exported honey.It also had significant amounts of two other drugs completely banned for use inhoney. If the sample was placed for export to the United States or the EuropeanUnion, it would have been rejected.Nectaflor Natural Blossom Honey, made by Narimpex of Switzerland, had the largestnumber — five — of the six antibiotics that it was tested for, including the highestlevels of ampicillin and erythromycin, both of which are not permitted for beekeepingin any country. It would be illegal to sell it even in Switzerland itself. Similarly, theAustralian brand, Capilano Pure & Natural Honey, which is sold in 40 countries,violated standards set in its home country.17
  18. 18. It is clear that foreign companies are taking advantage of the lack of regulations inIndia. After all, if our government does not care about the health of its people, whyshould these companies care. We have standards for antibiotic contamination in thehoney we export. The government even tests and certifies that exported honey meetshealth and safety regulations. But we do not have any standards for domestic honey.This is clearly unacceptable,”.Bolton L. et al., “Consumer Perceptions of Price (Un) Fairness”, Journal of ConsumerResearch, March 2003, Vol - 29, Issue - 4, Page No – 474 - 491A series of studies demonstrates that consumers are inclined to believe that the sellingprice of a good or service is substantially higher than its fair price. Consumers appearsensitive to several reference points—including past prices, competitor prices, andcost of goods sold—but underestimate the effects of inflation, overattribute pricedifferences to profit, and fail to take into account the full range of vendor costs.Potential corrective interventions—such as providing historical price information,explaining price differences, and cueing costs—were only modestly effective. Theseresults are considered in the context of a four-dimensional transaction space thatillustrates sources of perceived unfairness for both individual and multipletransactions.Sanzo M.J.; "Attitude and Satisfaction in a Traditional Food Product", British FoodJournal, 2003, Vol - 105, Page No.771 – 790.The aim of this work was to analyse the relationships between three types ofvariables: consumer attitude towards a generic product – honey; the perceived qualityof the specific brand consumed; and the satisfaction with this brand. The paper firsttests the effects the different perceived quality dimensions exercise on satisfaction.Second, the paper proceeds to analyse the influence of attitudes, on the one hand, onthe different quality dimensions and, on the other hand, on the effects of suchdimensions on satisfaction.18
  19. 19. Mazis A. B, “Consumer Perceptions of Health Claims in Advertisements and on FoodLabels”, Journal of Consumer Affairs, Summer 1997, Vol - 31, Issue - 1, Page No – 10-26It has been hypothesized that consumers are more skeptical of health claims made infood ads than of health claims made on food labels. Therefore, the current researchexplores consumers skepticism of health claims when the source of such claims isidentified as a food ad or a food label. The study also examines whether consumersbeliefs are affected by nutrition information on food labels and whether health claimsthat have been challenged by the Federal Trade Commission (FTC) and by consumergroups are more likely to affect consumers beliefs than are unchallenged healthclaims. The findings have implications for understanding the role of education inreducing consumer misperceptions of health claims.Valarie A. Z., “Consumer Perceptions of Price, Quality, and Value: A Mean-End Modeland Synthesis of Evidence”, Journal of Marketing, July - 1988, Vol. - 52, Page No. – 2 -22Evidence from past research and insights from an exploratory investigation arecombined in a conceptual model that defines and relates price, perceived quality, andperceived value. Propositions about the concepts and their relationships are presentedin this study that is supported with evidence from the literature. Discussion centres ondirections for research and implications for managing price, quality, and value.Albert J. D. B., “Consumer Perceptions of Comparative Price Advertisements”, Journalof Marketing Research, November 1981, Vol - 18, Issue - 4, Page No – 416 - 427The authors analyse the issue of comparative price advertising from a behaviouralperspective. Because public policy recognises that comparative pricing may lead toconsumer misperceptions, the authors review the regulatory setting and pose severalresearch questions that need to be addressed. A complex experiment and replicationexamining some of these questions is reported.19
  20. 20. Chapter-3Research Approach20
  21. 21. 3.1 METHODOLOGYPresent study is empirical in nature and based mainly on primary data collected fromrespondents through questionnaire and observations. Besides collection and analysisof primary data, secondary data and pertinent literature has been compiled frompublished and documented sources. Previous studies, surveys, reports and researchwork have been consulted while concerned persons have been approached to getinsights and relevant statistics on the topic of investigation. The objective of theresearch is to find out the consumer perception in case of Dabur Honey.A detailed survey of retailers and consumers was carried out to find out theirperception of Dabur Honey. The details of the methodology are stated below.• Areas : Delhi, Noida and Ghaziabad• Research Design : Exploratory• Sources of Information : Primary & Secondary Data• Data collection Method : Structured Non DisguisedQuestionnaire.• Types of questions Used : Open EndedMultiple ChoiceClose endedDichotomous• Target Group : RetailersKids (8-12 Years)Ladies (Mothers)• Sampling Method : Convenience Sampling• Sample Size : Retailers -100Kids-150,Ladies-5021
  22. 22. PROCEDURE OF MARKETING RESEARCH22Define the problem &Research objectives.Define the problem &Research objectives.Develop theResearch PlanDevelop theResearch PlanCollect theInformationCollect theInformationAnalyze theInformationAnalyze theInformationPresent theFindings
  23. 23. 3.2 Research DesignThis project will be conducted based on the qualitative empirical research includinggraphical representation of the collected data. A qualitative method was chosen forthis project, because it tends to focus on one or a small number of cases, to use depthanalysis of collected materials, to be discursive in method. Qualitative exploratorymethod is appropriate here, since this project will focus on the perceptions andprioritization of consumer in case of purchasing dabur honey and the various factorsand identify important parameters for customer acceptance of dabur honey. Thefactors can be best analyzed based on the qualitative methods for its descriptivepossibilities. If required, the descriptive and casual approaches may also be used.23
  24. 24. 3.3 Nature of dataIt is necessary to prepare a list of the information, which is needed to attain theobjectives. So both Primary and Secondary data were used for the study. Thesecondary data was collected from various sources like complied data from existingsources of outlets and the Internet.The Primary data was collected from:• Questionnaire• Observations• Personal InterviewThe Secondary data was collected from:• Internet• News Paper• Others Books24
  25. 25. 3.4 DATA SOURCEThe Initial data was collected with the help of the managers and executives of thecompany. The Questionnaire was framed with the needed information in mind andeach question was directed and denoted towards finding out specific information.It is important to notice that this research was conducted based on respectedsecondary hand information as well, such as books, Blogs, Research Papers, andCommentaries, Newspapers both in Electronic and Hard Copy Versions.25
  26. 26. 3.5 SAMPLE SIZE AND SAMPLING METHODUniverseThe customers who prefer to buy dabur honey were covered to study the customerperception and factors affecting their buying behavior.Sampling methodA survey was conducted in and around Delhi city and NCR Region. Sample sizes ofrespondents were 360.• Target Group : RetailersKids (8-12 Years)Ladies (Mothers)• Sampling Method : Random Sampling• Sample Size : Retailers -100Kids-150,Ladies-50Analysis involves converting raw data into useful information. It involves tabulationof data and graphical representation of these data. This phase will mark theculmination of the research effort. The research findings and personal experience willbe used to propose recommendations to study the various factor and identifyimportant parameters for customer perception and consumer buying behavior withrespect to Dabur Honey .26
  27. 27. 3.6 TOOLS OF PRESENTATIONThe analysis was done on the various data collected by the method of questionnaire.The analysis method consisted of various pie diagrams and charts that reflected thebasic objectives of the study. Emphasis was placed on providing the facts thoughcertain suggestions and recommendations from the respondents while takinginterview.27
  29. 29. 4.1COMPANY SNAP SHOTSet up in 1884 by Dr S K Burman as a proprietary firm for the manufacture ofayurvedic drugs, the Company was incorporated later by his descendants in the nameof Dabur (Dr S K Burman) Pvt. Ltd. In the late ’70s, Dabur Pvt. Ltd promoted acompany to manufacture high-grade guargum and a plant was set up at Alwar. Butpoor performance resulted in losses and with a view to rehabilitating the company,Dabur Pvt. Ltd was reverse merged with it and the new company was named DaburIndia Ltd. At Alwar, production of guargum was curtailed and Dabur’s products wereintroduced. Dabur manufactures over 450 products, mainly ayurvedic, covering awide range of health and personal care and has manufacturing plants located at 6different places in the country. Dabur went public in Nov ’93, raising Rs541.5m (atRs95/share) and the issue was oversubscribed 21 times. Dabur Research Foundation,a group company, handles research, product development/ improvement forincreasing consumer satisfaction.Dabur has come along way to become a multi-facet, multi- locational and multi-product modern Indian Corporation with a global presence. It now enjoys thedistinction of being the largest Indian F.M.C.G. Company and is poised to become atrue Indian multinational. The phenomenal progress has been many milestones, someof which are mentioned below:• 1884- Dr. S.K. Burman lays the foundation of what is today known as DaburIndia Limited. Starting from a small shop in Calcutta, he began a directmailing system to send his medicines to even the smallest of villages inBengal. The brand name Dabur is derived from the words ‘Da’ for Daktar ordoctor and ‘bur’ from Burman.• Early 1900s- The next generation of Burmans take a conscious decision toenter the Ayurvedic medicines market, as they believe that it is only throughAyurveda that the healthcare needs of poor Indians can be met.• 1920s- A manufacturing facility for Ayurvedic Medicines is set up atNarendrapur and Daburgram. Dabur expands its distribution network to Biharand the north-east.29
  30. 30. • 1940– Dabur diversifies into personal care products with the launch of itsDabur Amla Hair Oil. This perfumed heavy hair oil catches the imagination ofthe common man and film stars alike and becomes the largest hair oil brand inIndia.• 1956- Dabur buys its first computer. Accounts and stock keeping are one offirst operations to be computerized.• 1970- Dabur expands its personal care portfilio by adding oral care products.Dabur Lal Dant Manjan is launched and captures the Indian rural market.• 1972- Dabur shifts base to Delhi from Calcutta. Starts production from a hiredmanufacturing facility at Faridabad.• 1979- Commercial production starts at Sahibabad. This is one of the largestand most modern production facilities for Ayurvedic medicines in India at thistime.• 1984- The Dabur brand turns 100 but is young enough to experiment with newofferings in the market.• 1989- Hajmola Candy is launched and captures the imagination of childrenand establishes a large market share.• 1994- Dabur India Limited comes out with its first public issue. The Rs. 10share is issued at a premium or Rs. 85 per share. The issue is oversubscribed21 times.• 1995- Dabur enters into a joint venture with Osem of Israel for food andBongrain of France for cheese and other dairy products.• 1996- Dabur launches Real Fruit Juice which heralds the company’s entry intothe processed foods market.• 1997- The Foods division is created, comprising of Real Fruit Juice andHommade cooking pastes to form the core of this division’s product portfolio.• 1997- Project STARS (Strive to Achieve Record Successes) is initiated by thecompany to achieve accelerated growth in the coming years. The scope of thisproject is strategic, structural and operational changes to enable efficienciesand improve growth rates.• 1998- The Burman family hands over reins of the company to professionals.Mr. Nunu Khanna Joins Dabur as the Chief Executive Officer.• 1999-2000- Dabur achieves the Rs. 1000 crore turnover mark.30
  31. 31. • 2002 - Dabur record sales of Rs 1163.19 crore on a net profit of Rs 64.4crore• 2003 - Maintaining global standards As a reflection of its constant efforts atachieving superior quality standards, Dabur became the first Ayurvedicproducts company to get ISO 9002 certification• 2005 - Dabur aquires Balsara• 2005 - Dabur announces bonus after 12 years• 2008 - Acquires Fem Care Pharma• 2009 - Dabur Red Toothpaste joins Billion Rupee Brands club“What is that life worth which can not bring comfort to others”.Dr. S.K. Burman (1856-1907)(The founder of Dabur)VISION“Dedicated to the health and well being of every household”PRINCIPLESOwnershipThis is the company where personal responsibility and accountability are accepted tomeet business needs.Passion for WinningAll leaders in the area of responsibility with a deep commitment to deliver resultsPeople DevelopmentPeople are the most important asset. The value is added through result driven trainingand the encouragement is through reward and excellence.Consumer FocusSuperior understanding of consumer needs and develop products to fulfill then better.Team Work31
  32. 32. Working together on the principle of mutual trust and transparency in a boundary lessorganizationInnovationContinuous innovation in products and processes is the basis of the success.ADVERTISING• OGILIVY AND MATHER (O&M) ,The Abby award winner for the last 3 years in a row is doing assignment for Daburand also have credits of the success of Dabur ‘s brands.• BRAND AMBASSADORS :1. Amitabh Bacchan2. Mahender Singh Dhoni3. Karishma Kapoor4. Mandira Bedi5. Sunil ShettyPlant locations:It has 10 manufacturing plants across the country with 2 in UP at Sahibabad andNoida , 3 in West Bengal at Kharia, Narendrapura & Kalyani, 1 in Bihar at Daburgram, 1 in Haryana at Faridabad, 1 in Rajasthan at Alwar, 1 in Himachal Pradesh atBaddi and 1 in Madhya Pradesh at Katni and 2 abroad , 1 in Egypt and other in Nepal.Subsidiaries:The company has 7 subsidiaries in its fold.Dabon International Limited: It has a 50:50 joint venture with Bongrain of Francefor manufacturing dairy products. The company has 20% market share in processedcheese market. The company sells its cheese under Dabon brand name.General De Confiteria Limited: The companys joint venture with Agrolimen ofSpain for manufacture of confectionery products. The company divested its stake inthe venture as a part of its restructuring programme. The company sold off its stakefor a consideration of Rs352mn during the year.32
  33. 33. Excelsia foods Limited: The companys joint venture with Nestle SA formanufacturing and selling biscuits. The company divested its entire holding in theventure for a token sum of Rs10 as the venture was a loss making with negative networth.Dabur Foods Limited: The company hived off the foods division into a separate100% subsidiary during the year. The company has Real Fruit Juice, Hommade rangeof condiments, Lemoneez and other brands in its portfolio. The company launched itsCoconut Milk to its portfolio during the year.Dabur Nepal Private Limited: The company 80% subsidiary of Dabur IndiaLimited. In FY00 it set up manufacturing facility for manufacturing PET bottles forhair oils. The company has also set up new tetra pack unit for packaging Real FruitJuices. It is also into manufacturing Beehives and Bee Frames.Dabur Egypt Limited: The company is a 76% subsidiary of Dabur OverseasLimited. The company is into business of manufacturing hair oils, vinegar, rose water,and glucose. The company is planning to source goods for other African countriesfrom this unit.Dabur Finance Limited: The company is a 100% subsidiary of Dabur India Limitedand is into business of making financial investments. It raises deposits from publicand invests in various investment schemes. The company is expected to be shut downby 2002-2003 under the restructuring program it is currently implementing.Dabur overseas Limited: This company is a 100% subsidiary of Dabur IndiaLimited and is into trading activities. It acts as an investment holding company. Thiscompany is based in Hong Kong. The company didnt perform any business duringthe year.Dabur International Limited: This company is a 100% subsidiary of Dabur IndiaLimited. The company is into business of carrying out trading activities. Thiscompany is based in Hong Kong. During FY00 the company didnt perform anybusiness33
  35. 35. CHYAWANPRASH – Largest Ayurvedic medicine with market size of about Rs. 2billion, Dabur is market leader with 65% shareInterim dividend of 100% declared by the Board35
  37. 37. 4.2 PRODUCT PROFILE In its generic form, honey is a wonder product. If in western homes it is a term ofendearment, in India, honey is traditionally seen as health syrup. No company in the organized sector had seen business opportunity in honey, tillthe Dabur India Limited decided to source honey in large volumes fromapiculturalists (bee -hive farmers) and market it, the company introduced brandedhoney in glass jars to the Indian market about a decade ago. The only big organization selling honey at that time was Khadi Gram Udyog thattoo unbranded produce from villages to the urban markets. Dabur found that the demand is low. Honeys usage was restricted to the world oftherapy; used as a cough palliative, a skin conditioner or alternately as a baseingredient for other ayurvedic formulations. Dabur made a start of mass marketing its honey. By flowing honey through itsdistribution stream, all that the company had achieved was placing the productwithin the urban consumers reach. By the late 1980s, small regional brands had started getting stronger, althoughthey were confined to small pockets by their lack of a wide distributionmechanism. This posed a danger. Other brands- Natural way (Golden Meadows), Allieds and Mehsons amongthem had started gaining recognition in the branded honey market. And somemore were on their way in, some with fancy packaging to target the upmarketbuyer. The small marketers were selling on price, which meant trouble for Dabur. In the year 1991, Dabur Honey took to national level advertising for the first time,placing the brand on the purity platform. Growth came, at about 20 per cent thatwas not satisfactory. In the year 2007, Dabur gave the brands ad account to enterprise. At that timeDaburs ad spend for honey was a piffling Rs. 7 – 8 crore a year. It changed thetraditional perception of Indian consumer about honey as a medicine to tasty,nutricious food on the breakfast table. Today in the year 2009 - 2010, it is a 350 crore brand.37
  38. 38. 4.3PRODUCT LIFE CYCLEA product’s differentiating and positioning strategy must change as the product,market and competitors over time. There are four stages in a product life cycle and theproduct life cycle curves are portrayed as bell-shaped as shown in the figure.The four stages are:1. Introduction- This is a stage in which the product is introduced in the market andis a period of slow sales growth. Profit are nonexistent in this stage because ofheavy expenses incurred with product introduction.2. Growth- In this stage, the product goes through a period of rapid marketacceptance and substantial profit improvement.3. Maturity- This is a period of slowdown in sales growth as the product hasachieved acceptance by most potential buyers. As the competition increase, theprofit stabilizes or decreases.4. Decline- This is period when sales decline and profit decrease.The above stages can be summarized as shown in the table below:PLC elements Introduction Growth Maturity DeclineCHARACTERISTICS1. Sales Low Fast Growth Slow Growth Declining2. Profits Negligible Peak Level Declining Low3. Cash Inflow Negative Moderate High Low4. Competitors Few Growing Many Declining5. Customers Innovative Mass Market Mass Market LaggardSource: www. Daburindia.com38
  39. 39. In the above stages, the MARKETING STRATEGIES, which should be adopted, are:1. INTRODUCTION- In this stage, the main objective should be to createawareness and trial by adopting the following strategies:♦ Offering a basic product.♦ Use cost-plus for pricing the product.♦ Build selective distribution.♦ Build product awareness among early adopters and dealers by advertising.♦ Use heavy sales promotion to attract the people to try the product.2. GROWTH- In this stage, the main objective is to maximize the market share by:♦ Offering product extensions, service, warranty etc.♦ Price should be such that it penetrates the market.♦ Build intensive distribution.♦ Build awareness and interest in the mass market through advertising.♦ Reduce sales promotion to take advantage of heavy consumer demand.3. MATURITY- In this stage, the main goal is to maximum the profit whiledefending the market share by:♦ Diversify brands and items.♦ Price should match or beat the competitor.♦ Build more intensive distribution.♦ Increase sales promotion to encourage brand switching.4. DECLINE- In this stage, the marketing strategy should focus on reducing theexpenditure and milking the brand by:♦ The product, which is weak, should be phased out.♦ Cut price.♦ Go selective, eliminate unprofitable outlets.♦ Reduce advertising to the level required to retain hard-core loyal.♦ Reduce sales promotion to a minimal level.39
  40. 40. INTRODUCTION GROWTH MATURITY DECLINESource: www.daburindia.com40SALES&PROFITS($)ProfitSales
  41. 41. PRODUCT LIFE CYCLETaking into consideration the Dabur Honey, this has market share of 66% (in value)and 44% (in volume). Its annual sales are approximate 40 corers per annum. The totalmarket of honey is 100 corers. The dabur honey was relaunched in 1994 as fooditems. There has been 12% in increase in sales from the last year, which is a positivesign. The company is nowadays offering it as a food. It is being widely distributedand lot of money being spent on advertising and sales promotion. ReminderAdvertising is important to remind the target market about the existence of theproduct.Stage in the Product Life Cycle: MaturityThe product has been relaunched and brought into the food category. Also, it has asignificant market share both in value and volume terms41
  42. 42. 4.4CONSTITUENTS OF HONEYPercentage• Total Dissolved Solids• Sugars• Fructose (Levulose)• Glucose (Dextrose)• Sucrose• Other higher sugars• Water• Minerals: (Potassium, Calcium, Magnesium, Iron, Copper,Manganese, Phosphorus, Sulphur, Chlorine and Traces ofChromium, Nickel, Tin, Silver, Gold etc.• Acids: (Acetic, Buteric, Citric form ie, gluconic, maleic, lactic,succine etc.)• Proteins and Amino Acids: (Proline, Phenylanin , Leucine,Valine etc.)• Enzymes: (Invertase, Amylase or Diastare, Gluclose - oxidaseetc.)• Vitamins: Vitamin B-I or Thiamin, Vitamin B-2 or Riboflavin,Niacin, Vitamin B-6 or Pyridoxal, Vitamin C70-80383720.5200.50.20.25TracesTracesSource: www.daburindia.com42
  43. 43. 4.5 SWOT ANALYSISA very useful tool in analyzing a business spectrum is the SWOT Analysis. This fourlettered word is formed from the initials of the following words: Strength, Weakness,Opportunity and Threat. The analysis is done by identifying these four parametersinvolved with the organization and utilizing them as analytic tools for carrying out theprocess.After conducting the survey, the following facts were noticed in regard to the abovementioned parameters. An effort has been made to show these facts in a detailed formin so called SWOT ANALYSIS.43
  44. 44. BRAND STRENGTH / WEAKNESS ANALYSISImportant Parameters Strengths WeaknessesBrand ‘Dabur Honey’ Brand Loyalty66% Market Share(In value)45% Market Share(In Volume)Most Selling Brand40-Crore BrandPrice AffordablePackaging AttractiveAvailable in 5 packsizes (50gms, 100gms, 200gms, 500 gmsand 1 Kg.)No sachet / PlasticPackagingPositioning Targeted to kids (i.e. 6-10 Yrs.)as a food item.Advertising Leading Brand Ambassadors,Effective ReachSales Promotion • No window hiring/displays.• Some retailers areunaware about thesale promotionschemes.• Present gifts are lessattractive.• Less schemes forretailers to push theproduct.Distribution System Widespread two level channel.44
  45. 45. THREATS• Branded honey is available in the market with five or six flavors.• Competitive brands are giving more margins because of which retailers are leastinterested in selling their product.• A complaint like granulation of honey (i.e. small sugar crystals) is affecting thesales.• Foreign branded honey is now available in the market and is liked by theconsumers.• In areas like South Delhi, customers don’t consider price to purchase honey andforeign honey is capturing the market.OPPORTUNITIES• New flavors of honey could be introduced.• Innovative packaging like sachet and plastic packaging could be launched.• In Ghaziabad, market for expensive foreign honey has not been developed yet, sothere are only few brands including local ones among which Dabur is the leader.DABUR HONEY COMPETITORS Indian Brands Mehsons Baidyanath Natural Way Himani Zandu Charakh Himalayan Himflora Kashmiree Honey45
  46. 46.  Foreign Brands Capilano (Australian) Lagneese (German) Fragata Domestic Brands Ankur ( Khadi Gram Udyog) Dadi’s ( Hoshiarpur) Kabliwala Tripta Hadras (U.P.) Mohun’s Uttarakhand Bajaj Honeylime Baba Balaji Leheson Lekhsons Allied’s Indica46
  48. 48. Based on the questionnaire, the following results could be drawn in graphical form.For the several parameters involved in the study it is beyond the scope of this report toshow each result based on individual parameters as that would unnecessarily turn theproject report lengthy and cumbersome to follow. The numbers indicated in theresults below represent the sample size or the number of respondents involved in thestudy.PART-AFINDING AND ANALYSIS OF RESPONSE FROM (RETAILERS)Chart 5.1 What is the percentage of the retailers who keep honey as a product in theiroutlets?INTERPRETATIONIt was observed that 8% of the retailers don’t keep honey at all while 92% of theretailers do keep honey. Most of the retailers they keep honey because it is consumedas a daily routine of life and has many benefits.4892%8%Who Keep Honey Who Dont Keep Honey
  49. 49. Chart 5.2 What is the percentage of the retailers who think that the gifts/ schemesprovided with the brand are attractive?INTERPRETATIONAbout 80% of the retailers told that the effect of the present gifts in nil while 10%respondents told that they are attractive and remaining 10% were neutral and prefernot to answer. This indicates that Dabur as a brand do not have to concentrate moreon offer gifts as they already are market leader with 75% market share and has earnedtrust as a result of quality and services.4980%10%10%Unattrative Scheme Attractive Scheme Cant Say
  50. 50. Chart 5.3 How many retailers keep only Dabur honey and how many keep otherbrands too?INTERPRETATIONAbout 52% of the retailers keep only Dabur Honey while 4% of them do not keepDabur Honey and remaining 44% of the retailers keep other brands too along withDabur. Customer generally go for Dabur because of the quality and advertisementswhere as advertisement issued by other companies were comparative less ascompared to Dabur hence consumers are not much aware about them.5052%44%4%Keep Only Dabur Honey Other Brands Including Dabur Dont Keep Dabur Honey
  51. 51. Chart 5.4 What influences the sales of Dabur Honey?INTERPRETATIONAbout 52% of the retailers told that sale of Dabur Honey is mostly influenced by itsbrand name, 17% told that it is influenced by quality, 10% told that sales is influencedby product’s purity, 5% because of advertisement, 2% respondents told that it isbecause of promotion schemes and 5% told that it is due to easy availability. This isbecause the company is oldest in this field and hence trust is there, also the sales ininfluenced due to quality of Dabur5152%9%17%10%5%2%5%Brand Name Quality Purity AdvertisementPromotion Scheme Easy Availability Cant Say
  52. 52. Chart 5.5 How many retailers complained about crystallized honey?INTERPRETATIONAbout 30% of the retailers’ have complained about the crystallized honey whileremaining were not having any complaint. It is due to the fact that people whoconsume honey or who sells it does not themselves know much about the plain honeyand the crystallized honey classification also the taste is almost same .5230%70%Complaints No Such Complaints
  53. 53. Chart 5.6 How many retailers are satisfied with the margin provided to them?INTERPRETATIONAbout 61% of the retailers were unsatisfied while remaining was satisfied with themargin provided to them because due to the fact that Dabur enjoys a large marketshare and retailers doesn’t have to promote it to consumers more to push the sale ofhoney.5361%39%Unsatisfied with margin Satisfied with margin
  54. 54. PART-BFINDING AND ANALYSIS OF RESPONSE FROM (KIDS)Chart 5.7 Do you consume honey?INTERPRETATIONAbout 28% of the kids don’t eat honey at all while majority of them (72%) do eathoney because kids mostly consume honey with milk and adding honey to most of theeatable add a good taste to it so they prefers it rest may avoid it due to the healthreason or un availability.5428%72%Dont Eat Honey Eat Honey
  55. 55. Chart 5.8 How do you consume Dabur honey?INTERPRETATIONAbout 39% of the kids consume plain honey directly followed by 48% of the kidswho consume it with bread, milk or paranthas and rest 13% of them consume it asdirectly or with other eatables like with milk, bread and paranthas as it adds a taste tothese items.5539%48%13%Plain With Bread/ Milk/ Paronthas Both
  56. 56. Chart 5.9 How many times in a day you consume Dabur honey?INTERPRETATIONAbout 66% of the kids consume honey once a day while 34% of them consume honeytwice or thrice a day. The consumption of honey is mostly once a day because kidsprefer it at the morning / evening time while having there breakfast/ evening snacksand also the consumption of honey in the morning is more beneficial due to medicalreasons.5666%34%Consume once a day More than once
  57. 57. Chart 5.10 In which form would you like to consume honey?INTERPRETATIONAbout 33% of the kids consume honey as food items (At a specific time ie. inmorning or evening), 34% of them consume it as snacks (ie. at any time of the day),and 26% of them consume it as both snacks and food items. Remaining 7% consumeit as medicine, this difference arise mostly due to the difference in education, cultureand thinking pattern of parents / kids.5733%34%7%26%As food itemsAs SnacksAs MedicineAs Both ( Food Items & Snacks)
  58. 58. Chart 5.11 “Which free gift/ gifts would you like to have with Dabur honey”?INTERPRETATIONAbout 53% of the kids prefer chess as free gift while 24% of them prefer sketch pensand remaining prefer snake & ladders as free gift. Now a days kids are more smart sothey prefer to play smart games which passes there time and also sharpen therememory along with entertainment.5853%24%23%Chess Sketch Pen Snake & Ladders
  59. 59. Chart 5.12 Do you remember the advertisement issued by Dabur to promote Daburhoney?INTERPRETATION:About 90% of the kids have seen and remembered the Dabur advertisement, while 9%have not seen the advertisement and 1% kids have seen the advertisement of otherbrand’s also. This is because of the brand ambassador the company hire for this job isalways a big name like Amitabh, Dhoni they both are so much popular that any onecan remember .5990%9% 1%Seen and remember the Dabur advertisement Not Seen the advertisement Other advertisement
  60. 60. PART-CFINDING AND ANALYSIS OF RESPONSE FROM (MOTHERS)Chart 5.13 What is the percentage of mothers who consume Dabur honey?INTERPRETATIONAbout 14% of the respondents mother don’t consume honey at all followed bymajority of the respondents mother (86%) consumes who consume it daily. Reasonsbehind non consumption of honey highlights that most of them do not like it or theythink it does not affect their health much.6014%86%Dont Consume Honey Consume Honey
  61. 61. Chart 5.14 What is the consumption ratio of Dabur honey between mothers and kids?INTERPRETATIONAbout 65% of the respondents told that kids consume honey the most, while 35% ofthe respondents told that adults consume honey the most because kids generally likesweet and the elder people to make child eat they apply honey on food items, it isrecommended too by the doctors.6165%35%Kids Adults
  62. 62. Chart 5.15 What is the level of satisfaction of the respondents who consume Daburhoney regularly?INTERPRETATIONAbout 17% of the respondents are satisfied with Dabur honey, the level of satisfactionfor 39% of the respondents was good and for 44% of the respondents was very good.This shows those maximum respondents are satisfied with Dabur honey becausese ofthe consistent quality service and taste.6244%39%17%Very Good Good Satisfied
  63. 63. Chart 5.16 According to you what is the main reason of purchasing Dabur honeyover other brands?INTERPRETATIONAbout 34% of the respondents purchase Dabur honey because of quality, another 27%respondents purchase it because of purity, 26% respondents go for it due to easyavailability, 23% prefer it due to brand name. Consumers generally prefer to buyDabur honey because of its quality & purity.6330%25%24%21%Quality Purity Easy Availability Brand Name
  64. 64. Chart 5.17 Do you consume Dabur honey if not then which brand you prefer toconsume?INTERPRETATIONAbout 90% of the respondents consume Dabur honey, while they remainingrespondents (10%) consumes honey of other brands. The consumption of Daburhoney is more because Dabur offers quality and taste also it is the market leader with75% of the market share.6490%10%Consume Dabur Honey Dont Consume Dabur Honey
  65. 65. Chart 5.18 Which package size you generally prefer buy?INTERPRETATIONAbout 40% of the respondents generally consume 500 gms pack, 38% respondentsconsume 200 gms., and rest 5% respondents consume 1 Kg pack followed by 17%respondents who consume 50 gms./100 gms pack. The pack which is mostly preferredby the mothers is the 500 gms because it is easy to store and convenience to handlealso the price range is within budget.6540%38%5%17%500gms. 200gms. 1 Kg. 50gms. and 100 gms.
  66. 66. Chapter 6CONCLUSION&SUGGESTION66
  67. 67. CONCLUSIONSOn the basis of the study following conclusions have been arrived at This survey has revealed that the Ayurvedic industry is a very complexindustry with a manufacturing process, which is sensitive and requires expertsupervision as Dabur Honey enjoy good brand loyalty. Fluctuating demand of Ayurvedic medicines is a problem with whichcompanies have to contend. As in the case of Asav-arishtas which enjoy gooddemand during season changes and warm months low demand in the otherseasons , the demand is not met well by companies which fail to accuratelypredict this pattern and hence end up producing insufficient quantities whenthe demand is high and end up with excess inventory as the demand wanes.The companies fail to review their targets accurately to coincide with thedecreasing levels of demand. Dabur Honey is under constant threat from it competitors and loosing itsmarket share. Due to an inadequate budget for advertising, the company hasbeen unable to promote and create a consumer base of its own. The Dabur Honey brand is a major player in the market. Though due toinefficient distribution and sales network its true potential is yet to be realized.As currently they hold the 75 % of the market share but with better supplychain management they can improve more. While conducting the study it was analysed that people mainly buy the productbecause trust factor and the company is lacking in fulfilling the demand due tothere poor supply chain management so the need to work on it. During the study it was found that the margin paid to the retailers were less ascompared to the competitors.67
  68. 68. SUGGESTIONSAfter the survey and the analysis, a lot of information was gathered this is beingpresented in the form of suggestions.• As the honey is targeted to the kids, they are consuming honey in the same waysas suggested in the advertisement. So, if the consumption of honey has to beincreased the new uses can be suggested. (e.g., it can be used for preparation ofcakes, jelly, squash etc.)• To increase its consumption, it can be written on the bottle of the honey that forbest results, use thrice a day for kids and twice a day for adults (as the case maybe)• It is natural for honey to crystallize but consumers can be made aware about thisfact because it is affecting the sales.• More schemes like ‘Seasonal Schemes’ can be given to the retailers. More andmore displays like window hiring can be given for the retail outlets as it has beensaid that “ Jitna Dikhega Utna Bikega”• Margin can be increased because other competitors are giving more margin dueto which the retailers are least interested in pushing the brand (Mehsons is giving36% margin).• New packaging like ‘Sachet or plastic packaging’ can be introduced. Plasticpackaging for 1 kg. Honey was demanded by the consumers.• Sales promotion schemes like” Price off or extra Amount” can be given.Salespromotion gifts like ball, Badminton Racket, Pocket chess, small toys, cars etccan be given for kids , concentration should be given on smart games.• The main competitors are Mehsons, Natural way, Himani which are not as strongas Dabur.The Brand like Mehsons can be purchased to kick it out from the market.• Foreign brands like Capilano, Lagneese, Fragata are now available in the marketand doing well in posh markets like South Delhi• An awareness programme can be done in the schools like Mother’s pride wheregifts and posters can be given to the kids and by distributing small sachets and68
  69. 69. gifts to the children on the places like ‘malls and amusement parks’ through theJoker.ANNEXURE69
  70. 70. BIBLIOGRAPHYBOOKS1. Kotler. P: Consumer market and consumer buying behaviour; ‘MarketingManagement’ 12thEdition; Pearson Education; Page No-120.2. Karunakaran. K: Product Life Cycle; ‘Marketing Management’ 1stEdition;Himalaya Publishing House; page no- 143.3. Gupta S.L: Consumer Research & Marketing Research; ‘Marketing research’1stEdition; Execl Books; Page No- 345 & 425.JOURNALS1. Melanie Grimes: “Honey Provides Antibiotic Benefits and a Low GlycemicSweetener”, Natural News Journal , January 2011 , Vol-11, Page No-40-59.2. Narain S. “Branded Honey Sold in India is Likely To Be Contaminated WithHarmful Antibiotics”, CSE Report, September 2010, Vol - 8, Page No - 335-350.3. Sanchez et-al; “Consumer Perception of Value”, Journal of Consumer Satisfaction,Dissatisfaction and Complaining Behaviour, January 2006, Vol - 19, Page No - 40-58..4. Bolton L., et al; “Consumer Perceptions of Price (Un) Fairness”, Journal ofConsumer Research, March 2003, Vol - 29, Issue - 4, Page No - 474-491.5. Sanzo M.J.; "Attitude and Satisfaction in a Traditional Food Product", BritishFood Journal, 2003, Vol - 105, Page No.771 – 790.70
  71. 71. 6. Mazis A. B,“Consumer Perceptions of Health Claims in Advertisements and onFood Labels”, Journal of Consumer Affairs, Summer 1997, Vol - 31, Issue - 1, PageNo - 10-26.7. Valarie A. Z., “Consumer Perceptions of Price, Quality, and Value: A Mean-EndModel and Synthesis of Evidence”, Journal of Marketing, July - 1988, Vol. - 52, PageNo. – 2 - 22.8. Albert J. D. B; “Consumer Perceptions of Comparative Price Advertisements”,Journal of Marketing Research, November 1981, Vol - 18, Issue - 4, Page No - 416-427.WEB - SOURCES www. wikipidea .orgNEWSPAPERS Business Standard Economic Times Navbharat times71
  73. 73. QUESTIONNAIRE (CHILDREN)1. [i] Name……………………………………………………[ii] Age …………………………………………………….2. Among the following, which items do you consume?[i] Jam ž [ii] Chips ž[iii] Chocolates ž [iv] Jelly ž[v] Honey ž [vi] Cheese ž[vii] Butter ž [viii] Cold Drinks ž3. If No (in question Three), why do you consume honey?[i] Health ž [ii] Taste ž[iii] Both (i) & (ii) ž [iv] Any other ž4. How do you consume honey?[i] Honey plain ž [ii] With toast/Bread ž[iii] With Milk [iv] With Ice-cream ž[v] With Biscuits ž [vi] With Nibu Pani ž[vii] With Parathas/Roti ž[viii] Any Other (Specify) ……………………………..5. When do you consume honey?[i] At breakfast ž[ii] With snacks ž[iii] With friends ž[iv] When you want to have something for fun ž[v] Whenever you feel like having something sweet ž[vi] Along with lunch/ dinner ž6. How many times do you take honey in a day?[i] Once ž [ii] Twice ž[iii] Thrice ž [iv] Any other73
  74. 74. 7. Which free gift/ gifts would you like to have with Dabur honey?[i] Snakes And Ladders ž [ii] Sketch Pens ž[iii] Chess ž8. Have you seen any advertisement of honey on television?[i] Yes ž [ii] Nož9. If yes (in question six), which advertisements?………………………………..………………………………..……………………………………………………………………………10. Which T.V. Channels?[i] Sony ž [ii] Star Plus ž[iii] Zee Network ž [iv] Cartoon Network ž[v] Doordarshan ž [vi] Any other11. Have you decided to purchase Dabur honey after watching the advertisement?[i] Yes ž [ii] Nož12. Who encourage you to take Dabur honey?[i] T.V. ž [ii] Friends ž[iii] Family ž [iv] Any other ž74
  75. 75. QUESTIONNAIRE (MOTHERS)1. PERSONAL DETAILSName: ____________________________________________Address/Tel: _______________________________________Age: _____________________________________________Occupation:________________________________________Income:-(i) Below - Rs. 5,000 ž(ii ) Rs. 5,000 - Rs. 10,000 ž(iii ) Rs. 10,000 - Rs. 15,000 ž(vi ) Rs. 15.000 & above ž2. From the following which items do you consume?(i) Jam ž (ii) Ketchups ž(iii) Honey ž (iv) Cheese ž(v) Butter ž (vi) Chips ž(vii) Cold drinks ž (viii) Any other (specify)…………3. Who consumes honey the most?(i) Children ž (ii) Yourself ž(iii) Husband ž (iv) Family ž(v) Any other (specify) ………………………………………….4. How do kids consume honey?(i) Honey plain ž (ii) With toast/Bread ž(i) With Milk (iv) With Ice-cream ž(v) With Biscuits ž (vi) With Nibu Pani ž(vii) With Parathas/Roti ž (viii) Any Other (Specify)…………75
  76. 76. 5. How do adults consume honey?(i) Honey plain ž (ii) With toast/Bread ž(iii ) With Milk (iv) With Ice-cream ž(v) With Biscuits ž (vi) With Nibu Pani ž(vii) With Parathas/Roti (viii) Any Otherž6. When do you take honey?(i) At breakfast ž(ii) Any times of the day as a snacks ž(iii) As when need arise ž(iv) Any other (specify) ž7. Why do kids consume honey?(i) Taste ž (ii) Health ž(iii) Both (i) & (ii) ž (iv) Any other (specify)………8. Why do adults consume honey?(i) Taste ž (ii) Health ž(iii) Both ž (iv) Any other (specify)……………9. When do you usually decide your purchase of honey?(i) As on when need arises ž(ii) With monthly grocery list ž(iii) Any other ( specify)………………………………………10. In which season do you purchase honey mostly?(i) Winter ž (ii) Summer ž(iii) Rainy season ž (iv) Whole year ž11. Do you buy ………………………………………………… ?(i) Branded ž (ii) Unbranded ž(iii) Local Brand ž (iv) Any other Specify)…………...12. Which brand comes to your Mind first when you heard of the word "Honey"?(i) Dabur ž (ii) Zandu ž(iii) Himani ž (iv) Any other Specify)…………...76
  77. 77. 13. Which brand do you consume?(i) Dabur ž (ii) Zandu ž(iii) Himani ž (iv) Any other (Specify)………14. If answer is (a) in Q. fifteen what do you like the most?(i) Purity ž (ii) Quality ž(iii) Price ž (iv) Easy availability ž(v) Packsize ž (vi) Packaging ž(vii ) Brand name ž (viii) Free gifts ž(ix) Any other (Specify) ……………………………15. Which packsize do you normally purchase?(i) 50 gms. ž (ii) 100 gms. ž(iii) 200 gms. ž (iv) 500 gms. ž(v ) Any other (specify) ………………………………………16. From where do you buy Dabur honey generally?(i) Medical store ž (ii) General store ž(iii) Departmental store ž (iv) Any other (Specify)……17. Who influence the buying decision?(i) Children ž (ii) Friends ž(iii) Family ž (iv) Any other (specify)…………18. What is your monthly consumption of Dabur honey?……………………………..……………………………..…19. Your level of satisfaction:-(i) Very good ž (ii) Good ž(iii ) Satisfy ž (iv) Any other (Specify)…………20. Your Suggestions:…………………………………….……………………………………….……………………………………….……………………………………….…………………………………………………………………………77
  78. 78. QUESTIONNAIRE (RETAILERS)1. Do you keep honey?[i] Yes ž [ii] No ž2. Which brands do you have?[i] Dabur ž [ii] Himani ž[iii] Zandu ž [iv] Any other (specify)…………3. Which brand do you sale mostly?[i] Dabur ž [ii] Himani ž[iii] Zandu ž [iv] Any other [specify] …………4. Do customers ask for simply honey or branded honey?[i] Yes ž [ii] No ž5. Which brands do customer generally ask for?[i] Dabur ž [ii] Himani ž[iii] Zandu ž [iv] Any other [specify]……………6. (If answer is one in question five) which pack sizes of Dabur honey do you have?[i] 50 gms. ž [ii] 100 gms. ž[iii] 200 gms. ž [iv] 500 gms. ž[v] Any other (specify) …………………………………………….7. Which packsizes do you sale mostly?[i] 50 gms. ž [ii] 100 gms. ž[iii] 200 gms. ž [iv] 500 gms. ž[v] Any other (specify) …………………………………………8. Do you think that do children demand Dabur honey mostly?……………………………………………………………………………78
  79. 79. 9. What factors influence customers to buy Dabur Honey?[i] Purity ž [ii] Quality ž[iii] Price ž [iv] Easy availability[v] Advertisement [vi] Packaging ž[vii] Brand name ž [viii] Free gifts10.Do you think that the gifts/ schemes provided with the brand are attractive?[i] Yes ž [ii] No[iii] Can Not Say11. Do customers purchase honey after seeing various brands?[i] Yes ž [ii] No ž12. What do you think that more consumption of Dabur Honey depends upon season also? IfYes?[i] Winter ž [ii] Summer ž[iii] Rainy Season ž [iv] Any other (specify) …………13. What is your monthly sale of honey?[i] In gms. ž [ii] In kgs. ž14. Are you satisfied with your margin provided by Dabur?[i] Yes ž [ii] No ž15. How is your relation with distributors?[i] Very Good ž [ii] Good ž[iii] Satisfy ž [iv] Any other (specify) …………..16. Yours Suggestions: -…………………………………………………………………………………………………………………………………………………………79