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Brand loyalty among consumption of pickle in tamil nadu
Brand loyalty among consumption of pickle in tamil nadu
Brand loyalty among consumption of pickle in tamil nadu
Brand loyalty among consumption of pickle in tamil nadu
Brand loyalty among consumption of pickle in tamil nadu
Brand loyalty among consumption of pickle in tamil nadu
Brand loyalty among consumption of pickle in tamil nadu
Brand loyalty among consumption of pickle in tamil nadu
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Brand loyalty among consumption of pickle in tamil nadu

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  • 1. INTERNATIONAL JOURNAL OFInternational Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 –6510(Online), Volume 2, Number 1, Jan- April (2011), © IAEME MANAGEMENT (IJM) IJMISSN 0976 – 6502(Print), ISSN 0976 – 6510(Online)Volume 2, Number 1, Jan- April (2011), pp. 134-141 ©IAEME© IAEME, http://www.iaeme.com/ijm.html BRAND LOYALTY AMONG CONSUMPTION OF PICKLE IN TAMIL NADU Dr.L.VIJAY* & B.JAYACHITRA** * Prof & Head, Dept of Management Science, S A Engineering College, Chennai – 77, 9791112070, drlvijay@gmail.com ** PhD Research Scholar, Dravidian University & Associate Professor, Dept of Management Studies, Vels Srinivasa College of Engg & Tech, Chennai -103, 9944666389, bjayachitra@gmail.comABSTRACTThe Study entitled “To Determine the Brand Loyalty among Consumption of Pickle inTamilnadu” as an objective of the study to identify the usage level of pickle user, in-depth analysis of the various options about the Taste, Spiciness and other factor andinterpret the monthly income level of the customer and their average purchase and offersuggestion. The major limitation was most of the respondents are not willing to respondand the sample size is also small, so we cannot expect credible result A questionnaire wasset containing appropriate question and survey was made on 211 respondents and amethod of convenient sampling was adopted. The primary objective of this study is tounderstand the effectiveness of sampling as technique for increasing trials for theChinni’s pickle. This project work reveals some interesting facts which may me taken upby the organization for further improvement in the production of the CHINNI’S pickle.The questions were based on multifarious criteria which can get the exact details requiredfor the project from the respondents.Key wordsBrand Loyalty, Consumption, FMCG, Pickle 134
  • 2. International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 –6510(Online), Volume 2, Number 1, Jan- April (2011), © IAEME1.0 INTRODUCTIONFMCG industry alternatively called as CPG (Consumer packaged goods) industryprimarily deals with the production, distribution and marketing of consumer packagedgoods. The Fast Moving Consumer Goods (FMCG) is those consumables which arenormally consumed by the consumers at a regular interval. Some of the prime activitiesof FMCG industry are selling, marketing, financing, purchasing, etc. The industry alsoengaged in operations, supply chain, production and general management.1.1 IDENTIFIED PROBLEMPickle today has around 23% market share in pickle market and is the largest sellingpickle in south India. Other players being Achi, Ravi etc. The main problem is that theconsumers are less aware about Ruchi and Chinni’s its features. Also it is needed for thecompany to capture the remaining market by overcome its competitors. Therefore theorganization has decided to increase the consumption of the pickles among consumers.1.2 LITERATURE SURVEYBuying something already bought. Repurchasing is the second purchase as well as thefurther times the consumer keep buying. Its a key decision of consumer, in whichexperience, satisfaction, memory and self-given inner orders all play important roles.From repeat purchase, firms expect large sales sustained over time, confirmation of thequality of their goods, brand loyalty. In new markets, a large share of sales is representedby consumer buying for the first time. Over time, however, they become to repurchase, sothat at the end, on mature markets, repurchases dominate sales.1.2.1 DeterminantsRepurchase can occur out of eight reasons. A consumer having experienced satisfactoryoutcomes with a good, having memorized this fact, can give to itself the inner order ofrepurchasing and, when contingencies will be adequate, will repeat the act of buying so tohave the possibility of fulfilling its needs again. If the experience is negative, a disgustedconsumer will think "Never again!" and will avoid, if not compelled, the repurchase.2.0 OBJECTIVES OF THE STUDYThe Primary Objective is to study the usage pattern and customer perception towardpickle. And other Secondary objectives are 1) To find out the usage of pickle in housemade or branded, 2) To find out the brand awareness in pickle, 3) To know the variant 135
  • 3. International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 –6510(Online), Volume 2, Number 1, Jan- April (2011), © IAEMEused in pickle, 4) To know the availability of pickle in the market, 5) To rank the variousfactor influencing in pickle, 6) To know the Frequency Purchase of pickle, 7) To find outthe brand advertisement in the pickle.2.1 SCOPE OF THE STUDYThis research was mainly done to understand the Sampling as an effective technique forincreasing trials for the Chinni’s brand. It also tried to bring out the categories ofcustomers and the brands / Variants of Pickle they are using. The outcome of this surveycan be used for understanding the usage and attitude level of Chinni’s in respect tovarious pickles and offers a better service to their customers. The survey was conductedby preparing questionnaire and giving it to the over all customers in Trichy and Ramnadarea. So the scope of the study is confined to all the customers in Trichy, and Ramnad.The study can be extended to the customers of the company in other cities.3.0 RESEARCH METHODOLOGYDescriptive Research DesignThe research design undertaken by the researcher is Descriptive Research Design. Thisanalysis was done by a way of questionnaires with the question being multiple choicesvery satisfied/less satisfied. The customers personally filled all questionnaires.3.1 Reasons for Selecting Descriptive Research DesignDescriptive research clearly defines what the researcher wants to measure and to set upappropriate and specific means for measuring it.3.2 Data Collection MethodPrimary data are obtained by a study specifically designed to fulfill the data needs of aproblem at hand. Such data are original in character and collected with the help of‘Questionnaire”3.3 TARGET RESPONDENTSThe Sample Size of this research is 211 and all those respondents are users of Achi, Ravietc3.4 ASSUMPTIONS, CONSTRAINTS AND LIMITATIONSIt is assumed that the respondents will give their true opinions. The survey was conductedamong 211 sample numbers within the limit of Trichy, Ramnad area. Most ofrespondents were not answered properly. Because of time constraint the number of 136
  • 4. International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 –6510(Online), Volume 2, Number 1, Jan- April (2011), © IAEMErespondents has been restricted too 211. As the project is based on survey therespondent’s opinion might have been biased.3.5 PROPOSED SAMPLING METHODSConvenience SamplingIt is a non-probability sampling method, in which sample are drawn at convenience ofthe researcher (or) the interviewer.Reason for using Convenience SamplingConvenience Sampling allows respondents to be interviewed in a relatively short timeconvenience sampling is used in the early stages i.e., during scale measurements and pretesting activities.3.6 TOOLS FOR ANALYSISA device that helps in collecting, summarizing, and analyzing numerical data. Bar chartsare examples of statistical tools. Simple Percentage Analysis, Weighted Average Method& Chi-Square Test.4.1 Weighted Average method satisfactory levels towards factor Neither Highly HighlyFactor Satisfied Satisfied/ Dissatisfied Satisfied Satisfied DissatisfiedTaste 100 50 26 24 11Color 101 50 29 20 11Spiciness 99 51 28 21 12Saltiness 100 52 27 22 11Oil 101 50 29 20 10X W1 XW1 W2 XW2 W3 XW3 W4 XW4 W5 XW55 100 500 101 505 99 495 100 500 101 5054 50 200 50 200 51 204 52 208 50 2003 26 78 30 90 28 84 27 81 29 872 24 48 20 40 21 22 22 44 20 401 11 11 10 10 12 12 10 10 10 10Total 211 837 211 845 211 817 211 843 211 842 137
  • 5. International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 –6510(Online), Volume 2, Number 1, Jan- April (2011), © IAEME ∑WX/∑W AverageI 837/211 3.966825II 845/211 4.004739III 817/211 3.872038IV 843/211 3.995261V 842/211 3.990521Based on the rating for each attribute, the remark based on the average as shown in the table below:ATIRIBUTE AVERAGETaste 3.966Color 4.004Spiciness 3.872Saltiness 3.995Oil 3.990From the above table the following ratings can be arrivedATIRIBUTE AVERAGETaste Highly SatisfiedColor DissatisfiedSpiciness Highly DissatisfiedSaltiness satisfiedOil Neither Satisfied/Dissatisfied4.2 Chi-Square Test on Significant difference between Monthly income andFrequency PurchaseNull Hypothesis (H0) There is no evidence of a significant relation between MonthlyIncome and Frequency Purchase.Alternative Hypothesis (H1) There is evidence of a significant relation between MonthlyIncome and Frequency Purchase. 138
  • 6. International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 –6510(Online), Volume 2, Number 1, Jan- April (2011), © IAEMEO E O-E (O-E) 2 (O-E) 2 / E57 46 11 121 2.6318 17 1 1 0.0611 23 -12 144 6.2666 63 3 9 0.1411 23 -12 144 6.2639 31 8 64 2.0639 53 -14 196 3.7030 19 11 121 6.3729 26 3 9 0.35 27.83χ2 = E (O-E) s2 / E = 27.83Degree of freedom = (c-1) (r-1) = (3-1) (3-1) = 4Table value of χ2 for 4df at 5% level = 9.488InferenceSince the calculated value of χ2 >the table value of χ2, Ho is rejected. Therefore it isconcluded that there is a significant relation between the customers’ monthly income andtheir frequency purchase of the pickle.4.3 Chi-Square Test on Significant difference between Occupation and FrequencyPurchaseNull Hypothesis (H0) There is no evidence of a significant relation between Occupationand Frequency PurchaseAlternative Hypothesis (H1) There is evidence of a significant relation betweenOccupation and Frequency Purchase 139
  • 7. International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 –6510(Online), Volume 2, Number 1, Jan- April (2011), © IAEMEO E O-E (O-E) 2 (O-E) 2 / E46 39 7 49 1.2611 21 -10 100 4.7696 90 6 36 0.409 11 -2 4 0.3612 14 -2 4 0.2922 8 14 196 24.5020 33 -13 169 5.125 4 1 1 0.2515 19 -4 16 0.846 10 -4 16 1.6051 44 7 49 1.117 6 1 1 0.17 40.66χ2 = E (O-E) s2 / E = 40.66Degree of freedom = (c-1) (r-1) = (3-1) (4-1) = 6Table value of χ2 for 6df at 5% level = 12.592InferenceSince the calculated value of χ2 > the table value of χ2, Ho is rejected. Therefore it isconcluded that there is a significant relation between the customers’ Occupation and theirfrequency purchase of the pickle.5.0 CONCLUSION1 From the age group of twenties we are target then it will improve the market. 2.Theyshould improve the quality and taste toward home made so that acquires the home maker.3 They use push type market strategy by introducing campaign and offers to retailer tocustomers. 4. Customers think that the variety that pickles it should use for other kind ofdishes. 5. This combination of mixing of two or more (like tomato/garlic) for others alsoit would prefer. 6. To minimize of cost of production, we go for the packet and also makethe product as fresh to the market. 7. To concentrate on packing section to tearing thepacket. 140
  • 8. International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 –6510(Online), Volume 2, Number 1, Jan- April (2011), © IAEMEREFERENCE1 .Philip kotler “Marketing Management “Prentice Hall of India Pvt.Ltd (The MillenniumEdition), pp 10-60 2001,2. SP Gupta “Business Statistics “Sultan Chand & Sons (12th Edition), pp. 32-89 2001,3. C R Kothari—Research Methodology—New age International Publishers—(SecondEdition), pp. 60-90 20004 Richard I Levin, David S Rubin—Statistics for Management—(Seventh Edition), pp221-319 Oct 20015. http://www.cavinkare.com 141

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