1. A
PROJECT REPORT
ON
“CONSUMER BEHAVIOR & SATISFACTION”
SUBMITTED TO
PUNJAB TECHNICAL UNIVERSITY, JALANDHAR
In partial fulfillment of the requirement for the degree of
MASTER IN BUSINESS ADMINISTRATION (MBA)
BATCH (2011-2013)
D.A.V INSTITUTE OF ENGINEERING & TECHNOLOGY
JALANDHAR
SUPERVISED BY:- SUBMITTED BY:-
ANJU MAHAJAN SAHIL MARWAHA
(lecturer) Univ. Roll No:-11706138
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2. DECLARATION
I, Sahil marwaha student of Master Of Business Administration from DAV Institute Of
Engg & Technology, Jalandhar declare that I have completed dissertation on“CONSUMER
BEHAVIOR & SATISFACTION.”as part of the course requirement.I further declare that
the information presented in this project is true and all collected information is authentic to
the best of my knowledge.
Sahil Marwaha
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3. CERTIFICATE
I, Akshay Aneja hereby certify that Sahil Marwaha student of masters of Business
Administration at DAV Institute Of Engg & Technology, Jalandhar has completed
dissertation on“CONSUMER BEHAVIOR & SATISFACTION.” Under my guidance.
AKSHAY ANEJA
MANAGER
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4. PREFACE
Today the business environment is rapidly changing in this competitive environment the
popular trend is also striving for maintaining its positions therefore it become essential for the
companies that they should know about their preference & taste.
Regarding a particular product it is of almost necessary to know the consumers
satisfaction to the value offered by the company in case of dissatisfactory result it is essential
to as certain whether the dissatisfaction is for entire product or part of it is and what value do
the consumers expect from it?
The research will provide the relevant information to the organization about consumer’s
attitude towards there products & services.
The research work is sincere effort to find out the ultimate requirement of consumers for
the betterment of research as well as the organization.
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5. ACKNOWLEDGEMENT
Management study is incomplete without practical experience. Being an MBA student, I
know that creativity and practical both are essential element of Management to take the
successful decision.
I feel great honour to thanks Dr.Sonia Chawla and Anju Mahajan (Lecturer) for her
valuable guidance, constructive criticism as well as supervision and encouragement
throughout which proved invaluable during our report work.
SAHIL MARWAHA
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6. INDEX
CHAPTER PAGE
NO. NO.
TITLE
Executive Summary 10
1. General Introduction
• Introduction & History 12
• Profile of the Industry 19
• Product Profile 23
2. About the Topic
• Consumer Behaviour 25-27
• Consumer Satisfaction 28
3. Marketing Research 30-34
4. Research Methodology 35-41
5. Data Analysis And Interpretation 42-57
6. Findings, Suggestion & Conclusion 58-61
7. SWOT Analysis 62
8. Annexure: 63-66
a) Bibliography & Webliography
b) Questionnaire
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7. LIST OF THE TABLE
Table no. Contents Page no.
5.1 Classification of Customers Based On Sex 43
5.2 Analysis of Occupation of the Respondents 45
5.3 Analysis of Monthly Income of the Respondents 46
5.4 Analysis of Factors to Buy Sifti Ghee 48
5.5 Analysis of Consumption of Average Ghee per Day 49
5.6 Analysis of Purchase Duration of Sifti Ghee 51
5.7 Analysis of Rating Towards Sifti Ghee& Ghee 53
products
5.8 Analysis of Value for Money Paid by the 55
Respondents
5.9 Analysis of Recommendations 56
LIST OF THE GRAPHS
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8. Graph no. Contents Page no.
5.1 Classification of Customers Based On Sex 44
5.2 Analysis of Occupation of the Respondents 45
5.3 Analysis of Monthly Income of the Respondents 47
5.4 Analysis of Factors to Buy Sifti Ghee 48
5.5 Analysis of Consumption of Average Ghee per 50
Day
5.6 Analysis of Purchase Duration of Sifti Ghee 52
5.7 Analysis of Rating Towards Sifti Ghee 54
5.8 Analysis of Value for Money Paid by the 56
Respondents
5.9 Analysis of Recommendations 57
EXECUTIVE SUMMARY
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9. The main objective of summer training was given by the Management of Sifti.The objective
was “CONSUMER BEHAVIOR & SATISFACTION.”
I started my summer training on 22nd of May. And during summer training I had to report at
the organization at sharp 10:30am and was asked to work till 6:30 pm. First 15 days I spent
on various marketing activities like I had visited near about 50 retail shops to know there
view & consumer behaviour towards Sifti Ghee.
And also collects detail about the competitors there offers & profit margin.
After that next few days I went with distributors in the morning 9:00 am to know how
distribution channel works.
And then at last I worked with questionnaire a sample size of 100 respondents was taken for
the study whose responses were studied and interpreted .The sampling design was used
convenience sampling. The process of analysis was done through excel work sheets,
frequency table, percentage analysis etc.
During the preparation of questionnaire I faced difficulties regarding the selection of
questions and in collection of the data I found some difficulties like the customers had no
time to give.
There is one thing that I have found that the peoples working at SIFTI are very much helpful
in all areas. Every time they come to me and told me that they are available at any time for
me for anything, which really boost me and motivates me towards my goal and objectives.
The culture of SIFTI is very much friendly.
I completed my project on 2nd of july & during the project I have achieved my all objectives
of my project.
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11. Dairy products have been part of the human diet since time immemorial. They play an
important role in a healthy diet, both for nutritional value and personal enjoyment. Milk and
milk products naturally provide 15 essential nutrients for normal growth and for the
maintenance of good health. In addition to its unique nutritional value, milk is fortified with
vitamin D.
Consumed alone or in recipes, dairy products provide unparalleled taste, texture, versatility
and variety. Established in 1991, Aneja Food Products is a leading manufacturer and exporter
of a wide range of dairy products such as Desi Ghee, Whole Milk Powder (WMP), Skimmed
Milk Powder, Dairy Mix, etc.
Business Principles
Aneja Food Products insists on honesty, integrity and fairness in all aspects of its business
and expects the same in its relationships be it with customers or suppliers. This attitude of
ours has earned us the trust and respect of all people with whom we do business, and are
regarded as a reputed company in many countries across the globe.
Products
We, Aneja Food Products, continuously focus our efforts to effectively understand the
changing lifestyles of people and anticipate consumer needs in order to provide taste,
nutrition, health and wellness through our product offerings. The products are available under
the brand name of Sifti. Our company is engaged in the manufacture and export of the
following dairy products:
• Desi Ghee
• Whole Milk Powder (WMP)
• Skimmed Milk Powder
• Dairy Mix.
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12. Quality
Quality has always been of the foremost
consideration with Aneja Food Products'
management team. Our Quality process begins
from the milk procurement stage and continues till
the product finally reaches the consumer. We
have entered into a contract farming agreement
with various milk corporations to procure tonnes of
milk directly from the farmers. This step has
enabled us to be able to present the entire value
chain of the products and this ensures
consistency in quality. Owing to this our
products have been accredited with ISO
9001:2000 certificate. The products have been
also endowed ISI Mark.
Infrastructure
We have world-class state-of-the-art plants, with production capacity of 1000 tonnes per
month. These plants are fully automated through the entire chain, right from the initial stages
of processing to the packaging of the final products. At Aneja Food Products the production
facility is fully computer-aided, with advanced camera system to detect impurities and to
maintain quality.
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13. Market Reach
Our coordination with preferred freight forwarders makes worldwide shipments smooth and
timely. These above mentioned reasons have fetched Aneja Food Products a considerable
market share nationally as well as internationally. Our products are regularly exported to
Egypt, Bangladesh, Thailand and Hong Kong. We are the preferred choice of many reputed
hotels and canteens all over the country.
PEOPLE POWER: SIFTI SECRET OF SUCCESS
The system succeeded mainly because it provides an assured market at remunerative prices
for producers' Ghee besides acting as a channel to market the production enhancement
package. What's more, it does not disturb the agro-system of the farmers. It also enables the
consumer an access to high quality Ghee and Ghee products. Contrary to the traditional
system, when the profit of the business was cornered by the middlemen, the system ensured
that the profit goes to the participants for their socio-economic upliftment and common good.
Looking back on the path traversed by SIFTI, the following features make it a pattern and
model for emulation elsewhere.
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14. Plants:
First plant is at AMRITSAR, which engaged in the manufacturing of Ghee, butter, ghee,
Ghee powder, flavoured Ghee and butterGhee.
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15. Second plant is at KATHUA, which engaged in manufacturing chocolate, nutrSifti,
Sifti Ganthia and SIFTI lite.
Third plant is at CHENNAI, which produces cattelfeed.
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16. Today, five dairies are producing different products under the brand name Sifti. Today
Sifti dairy is no. 1 dairy in punjab, which is matter of proud for Punjab.
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17. PRODUCT PROFILE:-
S.No. NAME TYPE FAT SOLID NATURAL
FATS
1. Desi ghee Toned ghee 3.0% min. 8.5% min.
2. Whole Ghee Double Toned Ghee 1.5% min. 9% min.
powder(WMP)
3. Dairy Mix Full Cream Ghee & 6% min. 9% min.
ghee
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19. ABOUT THE TOPIC:-
CONSUMER BEHAVIOUR:-
It 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.
Buying behavior involves both individual ( psychological) and group process.
o Buyer behavior is reflected from awareness right through post purchase
evaluation indicating satisfaction and non satisfaction , from purchaser
o Buyer behavior includes communication, purchasing and consumption
behavior
o Consumer behavior is basically social in nature hence the social factors play
important roles in shaping buying behavior
o Buyer behavior includes both customer and industrial behavior.
“Hence consumer behavior is an orderly process whereby the consumer interacts with
the environment for making a purchase decision on products “
CONSUMER BEHAVIOR AND MARKETING MANAGEMENT
Marketing managements work around consumers which is actually the market for them
Understanding their behavior is very vital in every segment to plan marketing
activities accordingly.
Both industrial and individual customers are vital in marketing management
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20. DIVERSITY OF CONSUMER BEHAVIOR:-
customer and consumer words are referred as synonyms but the difference exists
customer - the purchaser of product or service , may or may not be the end user
consumer- the end user , may or may not be the purchaser
new age of business demands differentiation of customers by individual
differences in consumer expectations, preferences and influences.
Firms need to go into deep of consumer behavior to analyze and act to achieve
objectives
CONCEPT & NEED FOR STUDYING CONSUMER BEHAVIOR:-
Consumer behavior can be said to be the study of how individual make decision on how to
spend their available resources (time, money, effort) on various consumption related items.
This simple definition of consumer behavior tells the markets to resolve every activity around
the ultimate consumers & gauge their behavior by specially focusing on:
Who buys products or services?
How do they buy products or services?
Where do they buy them?
How often they buy them?
Why do they buy them?
How often they use them?
These questions will help in understanding better what factors influences the decision
making process of the customers. The decision making process identifies the number of
people who are involve in this process & describes a role to them like users, decides,
influences & buyers.
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21. It is believed that consumers or customers make purchase decision on the basis of receipt of a
small number of selectivity chosen pieces of information. Thus it will be very important to
understand what & how mush them to evaluate the goods & services offerings.
CONSUMER DECISION MAKING PROCESS:-
Stimuli- need, reasons, influences, gathering information
Information processing- process , analyze information about product
Decision making - on the basis of analysis , decision to go for
Response- response to buy without any prejudice
FACTOR INFLUENCING BUYING BEHAVIOR:-
Individual factors
Cognitive thinking process – perception , attitudes , Needs/motives
Personal characteristics – demography, lifestyles ,personal traits
Environmental factors
Culture- values ,beliefs, sub cultural / cross cultural factors
Social class- social class , society
Influence groups – family, opinion leaders, reference group
Situational variables – purchase occasion , market communication, shopping
behavior, price , sales influence , product position
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22. CONSUMER SATISFACTION:-
All business firms have realized that marketing is a core element of management philosophy
& the key to its success lies in focusing more & more on the customers. That is, it will be the
customer who will decide where the firm is heading. Thus the challenge before the marketer
is to ensure that they should satisfy every customer.
Satisfaction is an important element in the evaluating stage. Satisfaction refers to the buyers
state of being adequately rewarded in a buying situation for the sacrifices he has made one
the customer purchase & use the product they may then become either satisfy or dissatisfied.
The result of satisfaction to customer form the purchase of the product or services is that
more favourable post-purchase attitude, higher purchase intention & brand loyalty to be
exhibited that the same behavior is likely to be exhibited in a similar purchasing situation.
The term ‘consumer’ is a typically used to refer to someone who regularly purchase from a
particular store or company.
Customers are people who are happy with the product & services & are willing to come back
& pay for it again.
Today the firms aim to give satisfaction to the customer through marketing concepts. The
firm try to help the buyers in the solving the problem then competitors. The marketers must
see that consumers with purchasing power constitute a potentials buyers are identified. It is
essential for the marketer to carry out the business in such a way that they give satisfaction to
consumers needed. When a firm markets a product or service it should aim to enjoy
consumer’s satisfaction & profit maximization.
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23. CONSUMER RESEARCH:-
Consumer research is the methodology used to study consumer behavior research offer set
diverse to identify consumer needs it is used to identify both felt & unfelt needs, to learn how
consumers. Perceive product & brand & stores. What their attitudes are before and after
promotional campaigns & how & why they make their consumption decision.
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25. MARKETING RESEARCH:-
Marketing research plays an important role in the process of marketing. Starting with market
component of the total marketing talks. It helps the firm to acquire a better understanding of
the consumers, the competition and the marketing environment.
DEFINITION
“Marketing research is a systematic gathering, recording and analysis marketing problem to
facilitate decision making.”
- Coundiff & Still.
“Marketing research is a systematic problem analysis, model building and fact finding for the
purpose of important decision making and control in the marketing of goods and services.
Phillip Kotler
MAIN STEPS INVOLVED IN MARKETING RESEARCH
Defining the Marketing Problem to be tackled and identifying the market research
problem involved in the task.
(1) Define the problem and its objectives.
(2) Identify the problem.
(3) Determine the information needed.
(4) Determine the sources of information.
(5) Decide research methods.
(6) Tabulate, Analyze and interpret the data.
(7) Prepare research report.
(8) Follow-up the study.
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26. 1) Define the problem and its objectives :- This includes an effective job in planning and
designing a research project that will provide the needed information. It also includes the
establishment of a general framework of major marketing elements such as the industry
elements, competitive elements, marketing elements and company elements.
2)Identify the problem :- Identifying the problem involves getting acquainted with the
company, its business, its products and market environment, advertising by means of library
consultation and extensive interviewing of company’s officials.
3)Determining the specific Information needed :- In general the producer, the
manufacturer, the wholesaler and the retailer try to find out four things namely :-
(1) What to sell
(2) When to sell
(3) Where to sell
4) Determine the sources of information :-
Primary Data :- Primary datas are those which are gathered specially for the project at
hand, directly – e.g. through questionnaires & interviews. Primary data sources include
company salesman, middleman, consumers, buyers, trade association’s executives &
other businessman & even competitors.
Secondary Data :- These are generally published sources, which have been collected
originally for some other purpose. Source are internal company records, government
publication, reports & publication, reports & journals, trade, professional and business
associations publications & reports.
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27. 5) Decide Research methods for collecting data: - If it is found that the secondary data
cannot be of much use, collection of primary data become necessary. Three widely used
methods of gathering primary data are :-
A) Survey
B) Observation
C) Experimentation
A) Survey Method: - In this method, information gathered directly from individual
respondents, either through personal interviews or through mail questionnaires or telephone
interviews.
B) Observation Method: - The research data are gathered through observing and recording
their actions in a marketing situation. This technique is highly accurate. It is rather an
expensive technique.
C) Experimental Method: - This method involves carrying out a small scale trial solution
to a problem, while at the same time, attempting to control all factors relevant to the problem.
The main assumption here is that the test conditions are essentially the same as those that will
be encountered later when conclusions derived from the experiment are applied to a broader
marketing area.
D) The Panel Research:- In this technique the same group of respondents is contacted for
more then one occasion; and the information obtained to find out if there has been any in
their taste demand or they want any special quality, color, size, packing in the product.
a) Preparation of questionnaire
b) Presetting of questionnaire
c) Planning of the sample
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28. 6) Tabulate, Analysis and Interpret the Data:-
The report must give/contain the following information:
a) The title of research
b) The name of the organization for which it has been Conducted
c) The objectives of research
d) The methodology used
e) Organization and the planning of the report
f) A table of contents along with charts and diagrams used in the reports
g) The main report containing the findings
h) Conclusion arrived at end recommendations suggestions
7) Follow-up the study :-
The researchers, in the last stage, should follow up this study to find if his recommendation
are being implemented and if not, why.
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30. RESEARCH METHODOLOGY:-
RESEARCH PROBLEM
Seek the general perception of consumer towards Sifti Ghee
To know the consumer psyche and their behaviour towards Sifti Ghee.
OBJECTIVE OF THE RESEARCH
To know the relationship of sales with the advertisement.
To know awareness of people towards Sifti Ghee.
To know which advertisement tool is mostly preferred by people.
To know the preference of Sifti Ghee with comparison to
Other competitive brands .
To know the factors which affects consumer’s buying behaviour
to purchase ghee.
Information requirement
• First, I had to know about all the competitors present in the ghee
segment (Reputed and well established brands as well as Local brands).
• Before going for the survey I had to know the comparative packs and
prices of all the competitors existing in the market.
• Since Ghee & ghee is a product that used daily hence I had to trace the market and
segment it, which mainly deals with people of various age groups.
• The main information needed is the various types of brands available in the market,
their calorific value and various other facts.
• As Sifti Ghee advertisements are mainly done through hoardings but on television the
advertisement is being telecasted timely and on the proper time or not.
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31. RESEARCH DESIGN
A Research design specifies the methods and procedures for conducting a particular
study. It is a map (or) blue print to which the research is to be conducted. Descriptive
research design has been considered as a suitable methodology for present study and
for data analysis.
SAMPLING DESIGN
The sampling design used was Convenience sampling, which is a non-probability
sampling method. The convenience factors were the availability and approachability
of the respondents.
POPULATION
All types of outlets that stock and sell Sifti Gheein the markets. The outlets have been
classified into as follows
Convenience stores: All kinds of shops including bakeries
Eateries: all kinds of eating joints
PLACES OF STUDY
The study was conducted in the retail outlets in Raipur in the following areas
i. Amlidih.
ii. New Rajendra Nagar.
iii. Katora Talab.
iv. Priyadarshini Nagar.
v. Shailendra Nagar.
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32. vi. Byron Bazar.
vii. Budhapara.
viii. Golbazar.
ix. Telibandha.
x. Bramhpuri.
xi. Kankali Para.
xii Lakhe Nagar.
xiii. Santoshi Nagar.
xiv. Purani Basti.
xv. Sanjay Nagar.
xvi. Sundar Nagar.
xvii. Dagania.
xviii.Deen Dayal Upadhyay Nagar.
xix. Anand Nagar.
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33. SOURCES OF DATA
Primary sources
The primary data was collected through questionnaires. They were filled using the
scheduled method of data collection by the researcher.
Secondary sources
The secondary sources were used only for collecting information regarding the
sample; they were however not used for analysis
LIMITATIONS OF THE RESEARCH :-
The limitations of the research were as follows
Lack of proper experience on the part of the researcher in conducting such
studies in the past.
Time frame required was not enough to survey more number of outlets.
ANALYSIS TECHNIQUES
Quantitative analysis is performed using the data collected at each outlet to
estimate the presence of Sifti Ghee.
Tools Utilized
Percentage Analysis
Graph Chart
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34. SAMPLING
1. Sampling Technique : Non probability sampling
(A non probability sampling technique is
that in which each element in the
population does not have an equal
chance of getting selected)
2. Sample Unit : People who buy ghee available
in retail outlets, superstores, etc
3. Sample size : 100 respondents (Age ranging
Between 18 yrs to 65 yrs)
4. Method : Direct interview through questionnaire.
5. Data analysis method : Graphical method.
6. Area of survey : Amritsar District
7. Timing of survey : 9.00 am to 5.30 pm.
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35. FIELD WORK- 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.
• In order to get correct information I had to approach consumers ranging from 15 yrs
to 65 yrs.
• I visited as many respondents as I can and asked them their real likings about any
ghee and also got an idea.
• It is really a Herculean task to understand Consumer Behaviour, as the definition
suggest, “Consumer behaviour is a physical activity as well as decision process
individual engaged in when evaluating, acquiring, using and disposing goods and
services”.
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37. DATA ANALYSIS AND INTERPRETATION:-
The collected data were not easily understandable, so I like to analyze the collected
data in a systematic manner and interpreted with simple method.
The analysis and interpretation of the data involves the analyzing of the collected data
and interpretation it with pictorial representation such as bar charts, pie charts and others.
GENDER:
Gender play vital role in purchase decisions. Gender classified on sex basis i.e. male
and female. Gender classification is requiring to marketer because different gender exhibits
different perception towards products. In classification of gender the following number is
used to know their perception.
Classification of Customers Based On Sex
Sex No. of respondents Percentage %
3 35 35
Female 65 65
Total 100 100
Sources: Primary Data
Table: 5.1
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38. INTERPRETATION:
35% of the respondents are male and 65% of the respondents are female. From the
above table we can conclude that, the majority of the respondents were belongs to female
group.
CLASSIFICATION OF CUSTOMERS
BASED ON SEX
80
60
40 Male
65 Female
20 35
N
R
o
d
n
p
e
s
t
f
.
0
Male Female
Graph no: 5.1
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39. OCCUPATION:
Occupation is also influences a person’s consumption pattern. A blue collar worker
will buy work clothes, work shoes and lunch boxes. Similarly the Sifti Ghee and Ghee
products are purchased by various occupants. The following occupants of the respondents are
classifies for the data collection.
Analysis of Occupation of the Respondents
Occupation No. of. respondents Percentage
%
Business 20 20
Employee 10 10
House wife 65 65
Others 05 05
Total 100 100
Sources: Primary Data
Table No: 5.2
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40. 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.
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41. INCOME:
Income decided the purchasing power of the customer. If the income is high then,
they go for high quality irrespective of price of the product. Hence in this research I like to
collect the data how income is influence to purchase Sifti Ghee.
Analysis of Monthly Income of the Respondents
Monthly income No. of respondents Percentage %
Below 5000 38 38
5001-10000 30 30
10001-15000 21 21
15001 & above 11 11
Total 100 100
Sources: Primary Data
Table No: 5.3
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42. INTERPRETATION:
As per the data 38% of the respondents earn per month below 5000, 30% of the
respondents earn 5001 to 10000, 21% of the respondents earn above 10001 to 15000. 11% of
the respondents earn 15000 & above. From the above table we can conclude that majority of
the respondents’ monthly income group of below 5000 and more than 5000 to 10000.
GRAPH NO: 5.3
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43. PURCHASING FACTOR:
Identification of various factors plays a vital role in consumer behavior
study. The various factors such as quality, price easy available etc. is influencing lot and
influences positively. The following data reveals how various factors are influencing to
buying of Sifti Gheeand Ghee products.
Analysis of Factors to Buy SIFTI Ghee
Factors No. of Respondents Percentage %
Quality 38 38
Brand image 28 28
Price 20 20
Easy availability 14 14
Others Nil Nil
Total 100 100
`
Source: Primary Data
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45. Interpretation:
38% of respondents buying Sifti Gheefor its Good Quality, 28% of respondents use
for its Band Name,20% of its Price consideration, 14% of its easy availability of respondents
buying Sifti Ghee& Ghee products.
Respondents Consumption Quality:
Consumption quality is varying with various respondents. Some of customer they buy
less quantity and some them huge quantity depends upon requirement and number of people
in their houses. The data is collected to know the various consumption patterns.
Analysis of Consumption of Average Ghee per Day
Consumption No. of Respondents Percentage (%)
1 kg 70 70
2-4 kg 10 10
More than 4 kg 20 20
Total 100 100
Sources: Primary Data
Table no: 5.5
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46. Analysis of Average Consumption of Milk Per Day
70
No. of Respondents 70
60
50
40
30
20
20
10
10
0
1 LITRE 2-4 LITRES MORE THAN
4 LITRES
Consumption
Graph no.5.5
21
47. INTERPRETATION:
70% of the respondents are consuming one litre per day. 10% of the respondents are
consuming two to four litres per day. 20% of the respondents are consuming more than four
litres per day.
From the above table we can conclude that majority of the respondents were
consuming one litre per day.
PURCHASE DURATION:
Repeat purchase will help to know what customer loyalty towards Sifti Ghee& Ghee
products. When consumer repeatedly purchases the product, it is understood that they are
satisfied with the products. The following data show the various statuses of the respondents.
Analysis of Purchase Duration of the Sifti Ghee
Duration No. of Respondents Percentage (%)
6 Months 05 05
1-2 Years 15 15
3-4 Years 20 20
More than 4 years 60 60
Total 100 100
Sources: Primary Data
Table no: 5.6
INTERPRETATION:
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48. As per the data gathered, out of 100 respondents, 05% of the respondents buying since
last six months, 15% of the respondents from one to two years, 20 % of the respondents from
three to four years, 60% of the respondents buying Sifti Ghee& Ghee products from more
than four years.
From the above table we can conclude that majority of the respondents consuming
Sifti Ghee& Ghee products more than four years.
Analysis of Purchase Duration of the Milk Products
60 60
50
40
No.of Respondents
30
20 20
15
10 5
0
6 1-2 3-4 More
Months Years Years than 4
years
Consumption
Graph no: 5.6
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49. OPINION TOWARDS PRODUCT:
The behaviour of users after his commitment to a product has been collected with
respect product and terms of satisfaction with rating scale. The following are the data
obtained related to SIFTI Ghee.
Analysis of Rating towards SIFTI Ghee.
Ratings No. of Respondents Percentage (%)
Excellent 25 25
Good 48 48
Average 22 22
Poor 05 05
Total 100 100
Source: Primary Data
Table no: 5.7
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50. INTERPRETATION:
25% of the respondents rated that Sifti Ghee& Ghee products are Excellent. 48% of
the respondents rated as good, 22% of the respondents rated as Average Quality. 05% of the
respondents rated that Sifti Ghee& Ghee products are Poor.
From the above table we can conclude that majority of the respondents rated Sifti
Ghee& Ghee products are of Good Quality.
Analysis of Rating towards Amul Milk Products
50
45
40
No.of Respondents
35
30
25 48
20
15
25 22
10
5
5
0
Excellent Good Average Poor
Rating
Graph no.5.7
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51. VALUE FOR THE MONEY:
Consumers always think while paying price to the products such as how much we are
paying towards products and how much we are getting. This data is gathered to know what
value they are receiving from the Sifti Ghee.
Analysis of Value for Money Paid by the Respondents
Response No. of Respondents Percentage (%)
Yes 96 96
No 04 04
Total 100 100
Sources: Primary Data
Table no: 5.8
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52. INTERPRETATION:
96% of the respondents feel that they get the value for money they paid. Only 04% of
the respondents feel that they are not getting the value for money what they paid.
From the above table we can conclude that majority of the respondents are agreed that
they are getting the value for money they paid.
Analysis of Value For Money Paid By
The Consumers
100 96
80
Respondents
60
No. of
40
20
4
0
Yes No
Response
Graph no: 5.8
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53. INFLUENCE TO OTHER TO BUY PRODUCTS:
Post experience & benefits will help organization in obtaining the additional sale. In
this connection feedback its act as an influence to others to adopt the product the user survey
has conducted to identify what an extent user recommends to others. The data has been
extracted & it is as follows.
Analysis of Recommendations
Recommended No. of Respondents Percentage (%)
Yes 97 97
No 03 03
Total 100 100
Sources: Primary Data
Table no: 5.9
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54. INTERPRETATION:
97% of the respondents were recommended Sifti Ghee and, 03% of the respondents
were not recommended Sifti Ghee and products to others.
From the above table we can conclude that majority of the respondents were
recommended Sifti Ghee
Analysis of Recommendations
97
100
No.of Respondents
80
60
40
20
3
0
Yes No
opinions
Table no: 5.9
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55. INTERPRETATION:
97% of the respondents were satisfies with the Sifti Ghee. 03% of the respondents
were not satisfies with the Sifti Ghee.
From the above table we can conclude that majority of the respondents were satisfied
with the Sifti Ghee.
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57. FINDINGS:-
First I would like to present my survey findings. The main findings of my survey are as
follows:
1. It is findings in the survey that females are the main decision maker for the ghee. As per the
data, 65% of female and 35% of male makes purchase decision.
2. 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 ghee.
3. Incomes less than 5000 to 10000 are more attracted to Sifti ghee. As per the data, 79% of the
respondents’ income is under this group.
4. The main purchasing factors for the Sifti Ghee are Quality and Brand image. The data reveals
that 42% influences on Quality and 32% influenced for the Brand.
5. 88% of the total respondents are using product since from a long time. The majority of the
respondents are using Sifti ghee & Ghee products from more than 3 years.
6. 96% the respondents think that purchasing Sifti ghee is value for the money i.e. Sifti Gheeis
valuable product for them.
7. It is found in the survey that customer are influencing through Word of Mouth.
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58. SUGGESTIONS:
1. Ghee purchasing decisions are more decided by women rather than male, because she act as a
invigilator, execute her decision and influence the same to the purchase while ascertaining the
quality, freshness and price. Hence, I suggest GCMMF to concentrate more on the women
and men suggestions for designing the marketing strategy, because women’s role in the house
is dominant, even in the various decisions.
2. Occupation of the user influences the purchase decisions. The particular occupation plays a
vital role in deciding the product or services. Women segment are influencing more on ghee.
Therefore, an occupation is the factor influencing the product.
3. Income of the people decides the purchasing power. The high income prefers to purchase
product with the quality, freshness, thickness, etc. and vice versa. So I suggest Sifti to
concentrate also on low income segment to capture market and position themselves in the
minds of the customer with required quality and quality ghee.
4. Since Sifti is having loyal customers and therefore should concentrate more on this factor
through various potential programmes such as campaign, premium packs, offers etc., this
helps to increase the loyalty towards the Sifti products.
5. Ghee is having high demand and it is considered as a very essential products. In present
practice, purchase of ghee is through dealers. In this connection dealers approach towards the
product.
6. Customer is influential, hence I suggest Sifti to look after the dealers issue with due care.
7. When product possesses quality and other important attributes naturally they propaganda
about product through word of mouth and vice versa. Therefore if the quality and attributes
are fine tuned according to the needs will help the Sifti to get reputation and addition market.
8. Introduction of various economic products lies may help Sifti to attract the existing and new
customers and may attract all income level groups. Hence I suggest management to introduce
new product line which can satisfy the entire group.
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59. CONCLUSION:-
From the survey conducted it is observed that Sifti Ghee has a good market share.
From the study conducted the following conclusions can be drawn. In order the
dreams comes into reality and for turning liabilities into assets one must have to meet
the needs of the customers.
The factors considered by the customer before purchasing Ghee are freshness, taste,
thickness and availability.
Finally I conclude that, majority of the customers are satisfied with the SIFTI Ghee
and Ghee products because of its good quality, reputation, easy availabilities. Some
customers are not satisfied with the SIFTI Ghee because of high price, lack of dealer
services, spoilage and low shelf life etc. therefore, if slight modification in the
marketing programme such as dealers and outlets, promotion programmers, product
lines etc., definitely company can be as a monopoly and strong market leader.
Sifti has also to take care of its competitors into consideration and more importantly its
customers before making any move.
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