BUYING BEHAVIOUR OFCONSUMERS TOWARDS SIFTI DESI GHEE Sahil Marwaha Roll no. 2139/11 Univ. roll no. 1176138 MBA 3rd SEM
EXPERIENCE IN THE TRAININGBy undergoing training in Aneja Food Products (SiftiGhee), I got in-depth knowledge about consumerbehaviour and how to make consumer satisfied with theavailed products. It also helps me gain knowledge howto interact with different customers.
INTRODUCTION TO ANEJA FOOD PRODUCTSEstablished in 1991, Aneja Food Products is a leadingmanufacturer and exporter of a wide range of dairyproducts such as Desi Ghee, Whole Milk Powder(WMP), Skimmed Milk Powder, Dairy Mix, etc.
INTRODUCTION TO CONSUMER BEHAVIOURIt is defined as all psychological, social and physical behavior of potential customers as they become aware, evaluate, purchase, consume, and tell to others about product and services. Buyer behavior includes communication, purchasing and consumption behavior.
OBJECTIVE OF THE RESEARCH To identify the customer of Sifti Ghee. To know the income level of customers of Sifti Ghee. To know the level of satisfaction of customers of Sifti Ghee.
RESEARCH METHODOLOGY:-Sampling Frame: 400 customers of Sifti Ghee, Amritsar.Sampling Size: 80 respondents.Sampling Technique: Random technique.Research Design: Descriptive research design
METHOD USED FOR DATA COLLECTION: Questionnaire was prepared keeping the objective of research in mind. Questions were asked to respondents as regards to their willingness to purchase ghee. The help of questionnaires conducted direct interviews, in order to get accurate information. I visited as many respondents as I can and asked them their real likings about any ghee and also got an idea.
CLASSIFICATION OF CUSTOMERS BASED ON SEX 80 No. of Respondents 60 40 Male 65 Female 20 35 0 Male Female INTERPRETATION:35% of the respondents are male and 65% of the respondents arefemale. From the above table we can conclude that, the majority ofthe respondents were belongs to female group.
ANALYSIS OF OCCUPATION OF THE RESPONDENTS 80 No.of respondents 60 40 65 Business 20 Employee 20 House wife 10 5 0 Business Employee House wife Others Others Graph No. 5.2 INTERPRETATION: 20% of the respondents are businessmen, 10% of the respondents are employees, and 65% of the respondents are house wives, 05% of the respondents are others group.
ANALYSIS OF MONTHLY INCOME OF RESPONDENTS 40 35 NO.OF RESPONDENTS 30 25 20 38 15 30 10 21 5 11 0 Below 5001- 10001- 15001 & 5000 10000 15000 above INTERPRETATION:As per the data 38% of the respondents earn per monthbelow 5000, 30% of the respondents earn 5001 to 10000,21% of the respondents earn above 10001 to 15000. 11% ofthe respondents earn 15000 & above. From the above tablewe can conclude that majority of the respondents’ monthlyincome group of below 5000 and more than 5000 to 10000.
Quality of Sifti Desi Ghee product is: 50 No. of Respondents 40 30 48 20 25 22 10 5 0 Excellent Good Average Poor Rating INTERPRETATION:25% of the respondents rated that Sifti Ghee& Gheeproducts are Excellent. 48% of the respondents ratedas good, 22% of the respondents rated as AverageQuality. 0.5% of the respondents rated that SiftiGhee& Ghee products are Poor.From the above table we can conclude that majorityof the respondents rated Sifti Ghee& Ghee productsare of Good Quality.
Analysis of Purchase Duration of the Ghee Product 60 60 No. of Respondents 40 20 20 15 5 0 6 1-2 3-4 More Months Years Years than 4 years Consumption INTERPRETATION:As per the data gathered, out of 100 respondents, 05% of therespondents buying since last six months, 15% of therespondents from one to two years, 20 % of the respondentsfrom three to four years, 60% of the respondents buying SiftiGhee& Ghee products from more than four years..
Sifti Ghee product are Value For Money 96 100 No. of Respondents 80 60 40 20 4 0 Yes No Response INTERPRETATION:96% of the respondents feel that they get the value for moneythey paid. Only 0.4% of the respondents feel that they are notgetting the value for money what they paid.From the above table we can conclude that majority of therespondents are agreed that they are getting the value formoney they paid.
I will recommend Sifti Ghee product to others 97 100 No.of Respondents 80 60 40 20 3 0 Yes No opinions INTERPRETATION:97% of the respondents were recommended Sifti Gheeand, 0.3% of the respondents were not recommended SiftiGhee and products to others.From the above table we can conclude that majority of therespondents were recommended Sifti Ghee
FINDINGS:- It is findings in the survey that females are the main decision maker for the ghee. Based on the occupation of the customer, it is found in the survey that 65% are the housewives and 35% are from various occupations such as a businessman, employee etc for the SIFTI desi ghee. It was found that Sifti Ghee is very popular in low income class. It was found that majority of the user are happy with it quality and consider it to value of money.
SUGGESTIONS:From the survey it was found that the brand is popular inlow income class but people satisfied with its quality soa company should try to penetrate into other incomeclass.Ghee purchasing decisions are more decided by womenrather than male, because she act as ainvigilator, execute her decision and influence the sameto the purchase while ascertaining the quality, freshnessand price.
CONCLUSION:-From the survey it can be concluded that the customers ofSifti Ghee are satisfied with the products and this is aquality sign for the company.The company should capitalized on this opportunity andshould look forward to expand in future. It is observed thatSifti Ghee has a good market value.