This document is a project report submitted by Jinse K Mathew for the degree of Master of Business Administration from Bharathiar University. The report studies the brand positioning of Periyar rice in Kottayam district, Kerala. It includes an introduction to the study, objectives, research methodology, literature review and analysis of primary data collected through surveys. The findings, suggestions and conclusion of the study on consumer expectations, perceptions, satisfaction levels and opinions regarding the Periyar rice brand are presented.
This document provides an outline and overview of Chapter 3: Descriptive Statistics from a statistics textbook. It discusses key concepts in descriptive statistics including measures of central tendency (mean, median, mode), measures of variability (range, standard deviation), measures of shape (skewness, kurtosis), and correlation. The chapter will cover calculating these statistics for both ungrouped and grouped data, and interpreting them to describe data distributions. It emphasizes that descriptive statistics are used to numerically summarize and characterize data sets.
This document discusses Bessel's equation and its solutions. It begins by defining Bessel's equation of order ν. It then examines specific cases for ν = 0, 1/2, and 1. For each case it derives the recurrence relation and finds the first solution, which is a Bessel function of the first kind for that order. It also discusses the Bessel function of the second kind for order zero. The document provides graphs and discusses approximations of Bessel functions for large values of x.
The document discusses issues around spectrum allocation in the Indian telecommunication industry. It provides background on the growth of telecom in India and key issues facing the sector currently, including spectrum allocation and pricing. The objectives are to identify problems in Indian telecom related to spectrum and analyze the performance of the industry. Key findings are that spectrum is a scarce resource and efficient allocation and pricing methods are needed to support continued growth of wireless services in India.
This document provides an overview of the key concepts and objectives covered in Chapter 4 on probability. The chapter aims to help students understand the different ways of assigning probabilities and how to apply probability rules and laws to solve problems. It emphasizes that there are multiple valid approaches to probability problems. The chapter outlines includes topics like classical vs relative frequency vs subjective probabilities, probability rules like addition and multiplication, and conditional probability. It also provides sample problems and their solutions to illustrate the concepts.
This presentation have been made by ISBM Kolkata, students.This is basically on the reforms of Indian Telecoms Industry after liberalization.Industry analysis is the backdrop throughout the presentation 7 then emphasis on a particular company.
- India has the second largest telecom network and subscriber base in the world, with over 1 billion subscribers.
- The telecom market is split into mobile, fixed-line, and internet services segments, with mobile accounting for over 98% of subscriptions.
- Total telecom revenues have grown significantly over the past decade to reach nearly $40 billion, driven by strong growth in wireless subscriptions, broadband, and data usage.
This chapter discusses statistical inferences about two populations. It covers testing hypotheses and constructing confidence intervals about:
1) The difference in two population means using the z-statistic and t-statistic.
2) The difference in two related populations when the differences are normally distributed.
3) The difference in two population proportions.
4) Two population variances when the populations are normally distributed.
The chapter presents the z-test for differences in two means and the t-test for independent and related samples. It also discusses tests and intervals for differences in proportions and variances. Sample problems and solutions are provided to illustrate the concepts and computations.
This document provides an outline and overview of Chapter 3: Descriptive Statistics from a statistics textbook. It discusses key concepts in descriptive statistics including measures of central tendency (mean, median, mode), measures of variability (range, standard deviation), measures of shape (skewness, kurtosis), and correlation. The chapter will cover calculating these statistics for both ungrouped and grouped data, and interpreting them to describe data distributions. It emphasizes that descriptive statistics are used to numerically summarize and characterize data sets.
This document discusses Bessel's equation and its solutions. It begins by defining Bessel's equation of order ν. It then examines specific cases for ν = 0, 1/2, and 1. For each case it derives the recurrence relation and finds the first solution, which is a Bessel function of the first kind for that order. It also discusses the Bessel function of the second kind for order zero. The document provides graphs and discusses approximations of Bessel functions for large values of x.
The document discusses issues around spectrum allocation in the Indian telecommunication industry. It provides background on the growth of telecom in India and key issues facing the sector currently, including spectrum allocation and pricing. The objectives are to identify problems in Indian telecom related to spectrum and analyze the performance of the industry. Key findings are that spectrum is a scarce resource and efficient allocation and pricing methods are needed to support continued growth of wireless services in India.
This document provides an overview of the key concepts and objectives covered in Chapter 4 on probability. The chapter aims to help students understand the different ways of assigning probabilities and how to apply probability rules and laws to solve problems. It emphasizes that there are multiple valid approaches to probability problems. The chapter outlines includes topics like classical vs relative frequency vs subjective probabilities, probability rules like addition and multiplication, and conditional probability. It also provides sample problems and their solutions to illustrate the concepts.
This presentation have been made by ISBM Kolkata, students.This is basically on the reforms of Indian Telecoms Industry after liberalization.Industry analysis is the backdrop throughout the presentation 7 then emphasis on a particular company.
- India has the second largest telecom network and subscriber base in the world, with over 1 billion subscribers.
- The telecom market is split into mobile, fixed-line, and internet services segments, with mobile accounting for over 98% of subscriptions.
- Total telecom revenues have grown significantly over the past decade to reach nearly $40 billion, driven by strong growth in wireless subscriptions, broadband, and data usage.
This chapter discusses statistical inferences about two populations. It covers testing hypotheses and constructing confidence intervals about:
1) The difference in two population means using the z-statistic and t-statistic.
2) The difference in two related populations when the differences are normally distributed.
3) The difference in two population proportions.
4) Two population variances when the populations are normally distributed.
The chapter presents the z-test for differences in two means and the t-test for independent and related samples. It also discusses tests and intervals for differences in proportions and variances. Sample problems and solutions are provided to illustrate the concepts and computations.
This chapter introduces simple (bivariate, linear) regression analysis. It covers computing the regression line equation from sample data and interpreting the slope and intercept. It also discusses residual analysis to test regression assumptions and examine model fit, and computing measures like the standard error of the estimate and coefficient of determination to evaluate the model. The chapter teaches how to use the regression model to estimate y values and test hypotheses about the slope and model. The overall goal is for students to understand and apply the key concepts of simple regression.
Consumer perception towards smartphones.Mayanksng07
This document provides an introduction and overview of smartphones. It discusses the history and evolution of smartphones from early devices that combined mobile phones and PDAs in the 1990s to modern operating systems like Android and iOS. It profiles key features of smartphones like touchscreens, mobile broadband, apps, and advanced computing capabilities. The document also outlines objectives and methodology for a research project on consumer perceptions and preferences for smartphone brands.
This document presents a numerical approach to solving ordinary differential equations. It discusses solving boundary value problems by converting them to initial value problems using the shooting method. It describes solving the initial value problems using the Runge-Kutta method. It provides examples of applying these methods to solve various second order differential equations. The conclusion discusses solving linear and nonlinear differential equations with numerical methods. The future scope section proposes extensions like solving other boundary condition types, performing error and stability analysis, and applying the methods to nonlinear problems.
This document discusses the normal distribution and other continuous probability distributions. It begins by listing the learning objectives, which are to compute probabilities from the normal, uniform, exponential, and binomial distributions. It then defines continuous random variables and describes key properties of the normal distribution, including its bell shape, equal mean, median and mode, and symmetry. Several examples are provided to illustrate how to compute probabilities using the normal distribution and standardized normal table. The empirical rules for the normal distribution are also discussed.
This document provides a profile of Bharti Airtel Limited, one of the largest telecommunications companies in the world. It operates mobile and fixed line services across 19 countries in Asia and Africa. In India, Airtel is the largest mobile service provider with over 164 million subscribers. The company provides 2G and 3G mobile services as well as fixed line, broadband, and DTH television services. Airtel's strategy focuses on maximizing revenue and market share by offering multiple telecommunication services and satisfying customers.
This document provides an overview of Bharti Airtel Ltd and the telecommunications industry. It discusses how Airtel is India's largest telecom company and one of the world's top five, offering mobile, wireless, broadband and other services. It then provides context on the growth of the global telecom industry, innovations in technology, and industry trends like consolidation. Finally, it outlines the growth of the Indian telecom market to over 200 million phone lines, making it one of the fastest growing in the world due to reforms and an independent regulatory body.
This document provides an overview and outline of Chapter 12 which covers the analysis of categorical data using two chi-square tests: the chi-square goodness-of-fit test and the chi-square test of independence. These tests are useful for analyzing nominal data, such as categories from market research, to determine if observed frequencies match expected distributions or if two variables are independent. The chapter also provides examples of solving problems using these tests and key terms related to categorical data analysis.
Vodafone Group is the world's largest mobile telecommunications company measured by revenues and the second largest measured by subscribers. It operates in over 30 countries and has partner networks in over 40 additional countries. Some key facts are that it is headquartered in London, was founded in 1984, and had revenues of $45.88 billion in 2011. It has acquired other operators to expand its operations, such as acquiring a 67% stake in Hutchison Essar in India in 2007.
This document summarizes numerical methods used in various fields including engineering, crime detection, scientific computing, finding roots, and solving heat equations. It discusses how numerical methods are widely used in engineering to model systems using mathematical equations when analytical solutions are not possible. Examples of applying numerical methods include structural analysis, fluid dynamics, image processing to deblur photos, and algorithms for finding roots of equations and solving differential equations.
Applied statistics and probability for engineers solution montgomery && rungerAnkit Katiyar
This document is the copyright page and preface for the book "Applied Statistics and Probability for Engineers" by Douglas C. Montgomery and George C. Runger. The copyright is held by John Wiley & Sons, Inc. in 2003. This book was edited, designed, and produced by various teams at John Wiley & Sons and printed by Donnelley/Willard. The preface states that the purpose of the included Student Solutions Manual is to provide additional help for students in understanding the problem-solving processes presented in the main text.
1) Bharti Airtel is India's largest telecommunications company and has been leveraging the Gallup employee engagement framework for the last five years to drive its business forward.
2) The telecommunications industry has grown rapidly over the last decade through innovations in broadband, wireless technologies, and industry consolidation. It now accounts for 3% of global GDP.
3) The Indian telecommunications market is the second largest in the world and growing at 45% annually, fueled by reforms, privatization, and the establishment of an independent regulator. It has over 225 million subscribers though teledensity remains low at 19%.
This document provides an overview of Chapter 8 in a statistics textbook. The chapter covers statistical inference for estimating parameters of single populations, including: point and interval estimation, estimating the population mean when the standard deviation is known or unknown, estimating the population proportion, estimating the population variance, and estimating sample size. Key concepts introduced include confidence intervals, the t-distribution, chi-square distribution, and determining necessary sample size. The chapter outline and learning objectives are also summarized.
The document provides an overview of a market analysis project conducted on Airtel in India. It examines Airtel's revenue streams like Airtel Money and 3G projects. The project was undertaken to analyze Airtel's market share in assigned areas of Pune city and steps taken to promote products to retailers and increase sales/awareness. The report includes an acknowledgements section, executive summary, literature review, objectives, methodology, data analysis and findings, conclusions, limitations and recommendations.
Chapter 1 introduces statistics and differentiates between descriptive and inferential statistics. It aims to motivate business students to study statistics by presenting applications in business. Some key objectives are to define statistics, discuss its uses in business, and classify data by level of measurement. The chapter also outlines descriptive statistics, inferential statistics, and the different levels of data measurement. It emphasizes that understanding the data level is important for choosing the right analytical techniques.
IRJET- Wavelet based Galerkin Method for the Numerical Solution of One Dimens...IRJET Journal
This document presents a wavelet-based Galerkin method for numerically solving one-dimensional partial differential equations using Hermite wavelets. Hermite wavelets are used as the basis functions in the Galerkin method. The method is demonstrated on some test problems, and the numerical results obtained from the proposed method are compared to exact solutions and a finite difference method to evaluate the accuracy and efficiency of the proposed wavelet Galerkin approach.
This chapter discusses various methods for organizing and presenting data through tables and graphs. It covers techniques for categorical data like summary tables, bar charts, pie charts and Pareto diagrams. For numerical data, it discusses ordered arrays, stem-and-leaf displays, frequency distributions, histograms, frequency polygons and ogives. It also introduces methods for presenting multivariate categorical data using contingency tables and side-by-side bar charts. The goal is to choose the most effective way to summarize and communicate patterns in the data.
The internship opportunity I had with Vodafone Idea Ltd was a great chance for learning and professional development. Therefore, I consider myself as a very lucky individual as I was provided with an opportunity to be a part of it. I am also grateful for having a chance to meet so many wonderful people and professionals who led me though this internship period.
Blue ocean strategy for indian telecom industryDipankar Mishra
The Indian telecom industry is a saturated red ocean with intense price competition and declining average revenue per user. To transition to a blue ocean, operators should eliminate variety in pricing plans, roaming charges and unnecessary value-added services. They should raise network quality, broadband services, and new offerings like mobile commerce and entertainment. New areas of focus could include private networks, healthcare apps, and a telco app store to create new demand and move to an uncontested market space.
I'm Md. Riad Shahriar Riaz, student of Comilla University, Department Of MArketing.This is my BBA final internship report which is solely prepared by me.
The document is a student's summer training report on customer satisfaction with mobile service providers in India. It includes an introduction describing customer satisfaction and factors that influence it. It also discusses the telecom industry in India, including key milestones in its evolution, current market shares of public and private operators, and the global cellular industry. The report will analyze customer satisfaction data collected through surveys to draw conclusions and suggestions.
This document is a project report submitted to SRM University by Anand.N to fulfill the requirements of a Master's degree in Business Administration. The project examines customer buying behavior in the life insurance industry, with a focus on HDFC Standard Life Insurance Company Ltd. The report includes an introduction outlining the objectives and scope of the study. It also provides information on the research methodology used. Several chapters analyze and interpret data collected on customer perceptions and satisfaction with HDFC Standard Life. The report concludes with findings and suggestions.
This chapter introduces simple (bivariate, linear) regression analysis. It covers computing the regression line equation from sample data and interpreting the slope and intercept. It also discusses residual analysis to test regression assumptions and examine model fit, and computing measures like the standard error of the estimate and coefficient of determination to evaluate the model. The chapter teaches how to use the regression model to estimate y values and test hypotheses about the slope and model. The overall goal is for students to understand and apply the key concepts of simple regression.
Consumer perception towards smartphones.Mayanksng07
This document provides an introduction and overview of smartphones. It discusses the history and evolution of smartphones from early devices that combined mobile phones and PDAs in the 1990s to modern operating systems like Android and iOS. It profiles key features of smartphones like touchscreens, mobile broadband, apps, and advanced computing capabilities. The document also outlines objectives and methodology for a research project on consumer perceptions and preferences for smartphone brands.
This document presents a numerical approach to solving ordinary differential equations. It discusses solving boundary value problems by converting them to initial value problems using the shooting method. It describes solving the initial value problems using the Runge-Kutta method. It provides examples of applying these methods to solve various second order differential equations. The conclusion discusses solving linear and nonlinear differential equations with numerical methods. The future scope section proposes extensions like solving other boundary condition types, performing error and stability analysis, and applying the methods to nonlinear problems.
This document discusses the normal distribution and other continuous probability distributions. It begins by listing the learning objectives, which are to compute probabilities from the normal, uniform, exponential, and binomial distributions. It then defines continuous random variables and describes key properties of the normal distribution, including its bell shape, equal mean, median and mode, and symmetry. Several examples are provided to illustrate how to compute probabilities using the normal distribution and standardized normal table. The empirical rules for the normal distribution are also discussed.
This document provides a profile of Bharti Airtel Limited, one of the largest telecommunications companies in the world. It operates mobile and fixed line services across 19 countries in Asia and Africa. In India, Airtel is the largest mobile service provider with over 164 million subscribers. The company provides 2G and 3G mobile services as well as fixed line, broadband, and DTH television services. Airtel's strategy focuses on maximizing revenue and market share by offering multiple telecommunication services and satisfying customers.
This document provides an overview of Bharti Airtel Ltd and the telecommunications industry. It discusses how Airtel is India's largest telecom company and one of the world's top five, offering mobile, wireless, broadband and other services. It then provides context on the growth of the global telecom industry, innovations in technology, and industry trends like consolidation. Finally, it outlines the growth of the Indian telecom market to over 200 million phone lines, making it one of the fastest growing in the world due to reforms and an independent regulatory body.
This document provides an overview and outline of Chapter 12 which covers the analysis of categorical data using two chi-square tests: the chi-square goodness-of-fit test and the chi-square test of independence. These tests are useful for analyzing nominal data, such as categories from market research, to determine if observed frequencies match expected distributions or if two variables are independent. The chapter also provides examples of solving problems using these tests and key terms related to categorical data analysis.
Vodafone Group is the world's largest mobile telecommunications company measured by revenues and the second largest measured by subscribers. It operates in over 30 countries and has partner networks in over 40 additional countries. Some key facts are that it is headquartered in London, was founded in 1984, and had revenues of $45.88 billion in 2011. It has acquired other operators to expand its operations, such as acquiring a 67% stake in Hutchison Essar in India in 2007.
This document summarizes numerical methods used in various fields including engineering, crime detection, scientific computing, finding roots, and solving heat equations. It discusses how numerical methods are widely used in engineering to model systems using mathematical equations when analytical solutions are not possible. Examples of applying numerical methods include structural analysis, fluid dynamics, image processing to deblur photos, and algorithms for finding roots of equations and solving differential equations.
Applied statistics and probability for engineers solution montgomery && rungerAnkit Katiyar
This document is the copyright page and preface for the book "Applied Statistics and Probability for Engineers" by Douglas C. Montgomery and George C. Runger. The copyright is held by John Wiley & Sons, Inc. in 2003. This book was edited, designed, and produced by various teams at John Wiley & Sons and printed by Donnelley/Willard. The preface states that the purpose of the included Student Solutions Manual is to provide additional help for students in understanding the problem-solving processes presented in the main text.
1) Bharti Airtel is India's largest telecommunications company and has been leveraging the Gallup employee engagement framework for the last five years to drive its business forward.
2) The telecommunications industry has grown rapidly over the last decade through innovations in broadband, wireless technologies, and industry consolidation. It now accounts for 3% of global GDP.
3) The Indian telecommunications market is the second largest in the world and growing at 45% annually, fueled by reforms, privatization, and the establishment of an independent regulator. It has over 225 million subscribers though teledensity remains low at 19%.
This document provides an overview of Chapter 8 in a statistics textbook. The chapter covers statistical inference for estimating parameters of single populations, including: point and interval estimation, estimating the population mean when the standard deviation is known or unknown, estimating the population proportion, estimating the population variance, and estimating sample size. Key concepts introduced include confidence intervals, the t-distribution, chi-square distribution, and determining necessary sample size. The chapter outline and learning objectives are also summarized.
The document provides an overview of a market analysis project conducted on Airtel in India. It examines Airtel's revenue streams like Airtel Money and 3G projects. The project was undertaken to analyze Airtel's market share in assigned areas of Pune city and steps taken to promote products to retailers and increase sales/awareness. The report includes an acknowledgements section, executive summary, literature review, objectives, methodology, data analysis and findings, conclusions, limitations and recommendations.
Chapter 1 introduces statistics and differentiates between descriptive and inferential statistics. It aims to motivate business students to study statistics by presenting applications in business. Some key objectives are to define statistics, discuss its uses in business, and classify data by level of measurement. The chapter also outlines descriptive statistics, inferential statistics, and the different levels of data measurement. It emphasizes that understanding the data level is important for choosing the right analytical techniques.
IRJET- Wavelet based Galerkin Method for the Numerical Solution of One Dimens...IRJET Journal
This document presents a wavelet-based Galerkin method for numerically solving one-dimensional partial differential equations using Hermite wavelets. Hermite wavelets are used as the basis functions in the Galerkin method. The method is demonstrated on some test problems, and the numerical results obtained from the proposed method are compared to exact solutions and a finite difference method to evaluate the accuracy and efficiency of the proposed wavelet Galerkin approach.
This chapter discusses various methods for organizing and presenting data through tables and graphs. It covers techniques for categorical data like summary tables, bar charts, pie charts and Pareto diagrams. For numerical data, it discusses ordered arrays, stem-and-leaf displays, frequency distributions, histograms, frequency polygons and ogives. It also introduces methods for presenting multivariate categorical data using contingency tables and side-by-side bar charts. The goal is to choose the most effective way to summarize and communicate patterns in the data.
The internship opportunity I had with Vodafone Idea Ltd was a great chance for learning and professional development. Therefore, I consider myself as a very lucky individual as I was provided with an opportunity to be a part of it. I am also grateful for having a chance to meet so many wonderful people and professionals who led me though this internship period.
Blue ocean strategy for indian telecom industryDipankar Mishra
The Indian telecom industry is a saturated red ocean with intense price competition and declining average revenue per user. To transition to a blue ocean, operators should eliminate variety in pricing plans, roaming charges and unnecessary value-added services. They should raise network quality, broadband services, and new offerings like mobile commerce and entertainment. New areas of focus could include private networks, healthcare apps, and a telco app store to create new demand and move to an uncontested market space.
I'm Md. Riad Shahriar Riaz, student of Comilla University, Department Of MArketing.This is my BBA final internship report which is solely prepared by me.
The document is a student's summer training report on customer satisfaction with mobile service providers in India. It includes an introduction describing customer satisfaction and factors that influence it. It also discusses the telecom industry in India, including key milestones in its evolution, current market shares of public and private operators, and the global cellular industry. The report will analyze customer satisfaction data collected through surveys to draw conclusions and suggestions.
This document is a project report submitted to SRM University by Anand.N to fulfill the requirements of a Master's degree in Business Administration. The project examines customer buying behavior in the life insurance industry, with a focus on HDFC Standard Life Insurance Company Ltd. The report includes an introduction outlining the objectives and scope of the study. It also provides information on the research methodology used. Several chapters analyze and interpret data collected on customer perceptions and satisfaction with HDFC Standard Life. The report concludes with findings and suggestions.
Branding plays an important role in consumer purchasing decisions. Strong brands help simplify consumer choice by allowing them to select brands they have trusted in the past. Branding can also provide competitive advantages by differentiating products. Brand equity refers to the financial value and assets associated with a brand name, including consumer goodwill and loyalty. It is created when consumers are willing to pay more for a branded product due to the brand's reputation and perceived quality. Managing brand equity well is important for companies as it can positively impact sales volumes and consumer perceptions.
This document summarizes a summer internship report on market research of general trade and modern trade in the Chandigarh region for Future Consumer Enterprise Limited (FCEL). The report includes an introduction outlining the importance of general and modern trade channels for FMCG companies. It also discusses the purpose of studying FCEL's trade strategies and consumer preferences for its body wash and hand sanitizer products. The report methodology involves collecting primary data through retailer and consumer surveys. Key sections include data analysis of retailer insights, body wash trends, and hand sanitizer usage. The conclusion provides recommendations to FCEL on improving relationships with retailers and better promoting its products to increase market share.
This document provides details on the research methodology for a study investigating the effects of brand loyalty on consumer purchasing patterns. The study will use a qualitative questionnaire in the form of a cross-sectional survey of students at Varsity College Durban North. The research paradigm is interpretivism, aiming to understand consumer behaviors and purchasing decisions from the consumer's point of view. A literature review found that relationships, customer satisfaction, brand equity, and corporate social responsibility can influence purchasing patterns and promote brand loyalty. The study aims to identify what factors students consider when choosing brands and if they use the same criteria for different product types.
Social media activities on brand equity of Mamaearth.pptSaiTalole
The document discusses a study on the effect of social media activities on the brand equity of Mamaearth, an Indian beauty and personal care brand. It outlines the research objectives, which include determining the relationship between social media activities and brand equity, and examining the impact of celebrity endorsements on brand equity. The methodology section describes the sample selection of 43 consumers in Ahmednagar district and data collection through questionnaires. The findings suggest that most respondents are aware of Mamaearth through Instagram and TV ads. Price sensitivity is high and positive brand image influences customer loyalty. The conclusion is that social media can impact brand equity through engagement. Suggestions include focusing on celebrity endorsements and influencers to build the brand image.
1. The document discusses various aspects of consumer behavior including the buying process, perceived risk, influence of family life cycle, new urban families, industrial consumer behavior, and differences between individual and industrial consumer behavior.
2. Key aspects of marketing research are covered such as the research process, design, analysis methods, and preparing the marketing research report. Different types of marketing research are also discussed including new product launch research, advertising research, customer satisfaction research, and competitor analysis research.
3. Distribution and retail store image research methods are summarized as well as how to understand results, draw conclusions and communicate findings in a marketing research report. The document provides an overview of important consumer behavior and marketing research concepts.
This document provides an overview of a summer training report on consumer buying behaviour towards Vijaya Dairy Milk. It includes sections on the introduction, objectives of the study, company profile, research methodology, data analysis and interpretation, conclusions and limitations. The report examines factors that influence consumer purchase decisions such as personal, psychological and social factors. It also describes the different stages of the consumer buying process and types of consumer buying behavior based on involvement level.
research report on" impact of celebrity on consumers"radhika singh
The document appears to be a research project report on the impact of celebrity advertisements. It includes sections on the introduction, literature review, objectives, hypothesis, research methodology, data collection, data analysis and interpretation, findings, suggestions and conclusion, bibliography and annexures. The research was conducted to examine the effect of celebrity endorsements on consumer purchasing decisions and brand perceptions in India. Literature on the topic suggests that celebrity endorsements can positively influence brand image when the endorser and product category are a natural fit.
The impact of marketing mix on buying behaviour of youth segment in sri lankaJanith Chandranath
This document outlines a research study on the impact of marketing mix on the buying behavior of youth in Sri Lanka. The study aims to identify how the 4Ps of marketing mix (product, price, place, promotion) influence youth purchasing decisions. The researcher develops hypotheses and a conceptual framework relating the marketing mix to buying behavior. A questionnaire will be used to collect primary data from 100 youth respondents, which will be analyzed using statistical tools like regression and correlation to understand the relationships between variables. The findings aim to provide insights for marketers on how to better understand and influence youth consumer behavior through marketing strategies.
Comparative Analysis of Promotional Strategy of Central and Shoppers StopAjit gupta
This document is a thesis submitted by Ajit Kumar Gupta to the National Institute of Fashion Technology in Jodhpur, India in 2013. The thesis conducts a comparative analysis of the promotional strategies of Central and Shopper's Stop, two major retail chains in India. It includes sections on the overview of the retail industry, case studies of the promotional approaches of each company, a customer survey, and analysis and recommendations. The objective is to identify areas of excellence and areas for improvement for each company to provide strategic suggestions.
A project report on a study on the impact of marketing startegies on the buyi...NikhilMhatre32
The document provides an overview of the fast moving consumer goods (FMCG) industry in India, focusing on the biscuit market. It notes that India is the third largest producer of biscuits globally. The Indian biscuit market was worth $3.9 billion in 2016 and is projected to grow at a compound annual growth rate of 11.27% to reach $7.25 billion by 2022, driven by factors like increasing incomes, shift to premium biscuits, and growing health awareness.
This document outlines a market research project on brand awareness for branded personal computers. The primary objective is to research whether brand awareness of branded PCs affects sales or helps retailers make sales. The secondary objective is to see which brand has the highest "top-of-mind awareness" among branded PCs. Personal interviews or telephone interviews of target consumers will be conducted using a questionnaire to collect data on brand awareness and purchase preferences. The limitations include a small sample size, so conclusions may not be generalized.
The document discusses a study on brand awareness and preferences towards shampoo products in rural areas, specifically referring to Sivagiri, Erode City. It is a project report submitted by J. Boopathi to Anna University, Chennai in partial fulfillment of an MBA degree. The report includes an introduction, literature review, research methodology, data analysis and interpretation, findings, suggestions and conclusions. The literature review discusses several past studies related to concepts of brand awareness, advertising, consumer preferences and factors that influence purchasing decisions.
This document discusses several topics related to understanding consumer behavior and targeting markets. It explains that studying consumer behavior can help businesses understand risks and reduce them by learning why consumers act the way they do. Understanding consumer behavior also helps businesses be more consumer-oriented and choose appropriate resources. The document also outlines the four steps to defining target markets: identifying unmet needs, market segmentation, choosing specific markets, and product positioning. Finally, it discusses tools like security cameras that can provide insights into consumer behavior in stores.
This document provides details about a study conducted by Aleena K.A. on consumer brand preference for watches among youth. The study was conducted as a partial fulfillment of the requirements for a Bachelor of Commerce degree from Don Bosco College in Mannuthy, under the guidance of Ms. Feena Varghese. The study utilized a survey methodology to understand factors influencing brand preferences when youth purchase watches. Key brands studied included Titan, Timex, HMT, Maxima, Citizen, Casio, Rado, Omega and Swatch. The scope of the study was to understand brand preference drivers among youth consumers in India.
Effect of Sales Promotion on the sale of FMCG productsImran Sayed
This document discusses a research project on the effect of sales promotion on the sale of fast-moving consumer goods (FMCG) products with respect to retail malls. It provides background on FMCG products and characteristics, introduces the concepts of retailing and retail malls in India, and discusses sales promotion tools and objectives. The document outlines the research methodology, which involves examining consumer preferences and tradeoffs related to sales promotion offers. It also studies the impact of promotions in the soap and detergent industry and consumer behavior regarding these products.
My project of t.y.b.m.s. on magazines (haymarket pvt ltd)Ammar Zakir
It is a project on marketing and distribution of magazines. It is based on a multi-national company named as Haymarket Media Pvt. Ltd.This is the project for Third Year of Bachelor of Management Studies. I hope it will help in reference to the upcoming youth.
This document provides an overview of Haymarket Pvt Ltd, a publishing company based in the UK. It was established in 1957 and has since expanded to publish various magazines focused on different topics such as automobiles, technology, healthcare, and business. Some of its popular magazines mentioned include Autosport, PrintWeek (now PrintWeek India), What Car?, and Campaign. Over the decades, Haymarket has launched new magazines, acquired other publications, and expanded internationally through joint ventures. Currently, it remains a major player in the magazine publishing industry in both the UK and other global markets.
The document discusses brand awareness and preferences towards shampoo products in rural areas of Erode City, India. It presents a study conducted by J. Boopathi to fulfill the requirements for an MBA degree from Anna University. The study examines brand awareness, preferences, and factors influencing shampoo purchases among 300 respondents in Sivagiri, Erode through questionnaires and statistical analysis tools like percentage analysis, chi-square, ANOVA, ranking, and factor analysis. The objectives were to understand brand awareness levels and preferences toward shampoo brands in the target rural region.
2024 Trend Updates: What Really Works In SEO & Content MarketingSearch Engine Journal
The future of SEO is trending toward a more human-first and user-centric approach, powered by AI intelligence and collaboration. Are you ready?
Watch as we explore which SEO trends to prioritize to achieve sustainable growth and deliver reliable results. We’ll dive into best practices to adapt your strategy around industry-wide disruptions like SGE, how to navigate the top challenges SEO professionals are facing, and proven tactics for prioritizing quality and building trust.
You’ll hear:
- The top SEO trends to prioritize in 2024 to achieve long-term success.
- Predictions for SGE’s impact, and how to adapt.
- What E-E-A-T really means, and how to implement it holistically (hint: it’s never been more important).
With Zack Kadish and Alex Carchietta, we’ll show you which SEO trends to ignore and which to focus on, along with the solution to overcoming rapid, significant and disruptive Google algorithm updates.
If you’re looking to cut through the noise of constant SEO and content trends to drive success, you won’t want to miss this webinar.
AI Best Practices for Marketing HUG June 2024Amanda Farrell
During this presentation, the Nextiny marketing team reviews best practices when adopting generative AI into content creation. Join our HUG community to register for more events https://events.hubspot.com/sarasota/
Boost Your Instagram Views Instantly Proven Free Strategies.InstBlast Marketing
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A brief analysis of SHEIN's digital transformation.
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Compitive analysis on Noise pvt Ltd.pptxSauravDey45
ChatGPT
Competitive Analysis: Noise Smartwatch
Overview
Noise is an Indian electronics brand that primarily manufactures smartwatches, wireless earphones, and other electronic accessories. Noise smartwatches have gained significant popularity due to their affordable pricing, feature-rich offerings, and stylish designs. The competitive landscape for Noise smartwatches includes both local and international brands that cater to various market segments. This analysis will focus on key competitors, market positioning, product features, pricing strategies, and consumer preferences.
Key Competitors
Amazfit (Huami):
Strengths: Known for excellent battery life, robust fitness tracking, and premium build quality.
Weaknesses: Slightly higher price points compared to Noise.
Products: Amazfit Bip U, Amazfit GTS series.
Realme:
Strengths: Strong brand presence, integration with Realme smartphones, and aggressive pricing.
Weaknesses: Limited variety in smartwatch models.
Products: Realme Watch, Realme Watch S.
Boat:
Strengths: Competitive pricing, appealing designs, and extensive marketing.
Weaknesses: Relatively new to the smartwatch market, which may affect consumer trust.
Products: Boat Storm, Boat Flash.
Samsung:
Strengths: High brand credibility, advanced features, and premium design.
Weaknesses: Higher price points make it less accessible to budget-conscious consumers.
Products: Galaxy Watch Active 2, Galaxy Watch 3.
Xiaomi:
Strengths: Strong ecosystem integration, affordable pricing, and extensive features.
Weaknesses: Less focus on premium design compared to some competitors.
Products: Mi Band series, Mi Watch.
Market Positioning
Noise positions itself as an affordable yet feature-rich alternative in the smartwatch market. Its target demographic includes budget-conscious consumers and fitness enthusiasts who seek value for money without compromising on essential features like fitness tracking, notifications, and battery life. Noise leverages its strong online presence and partnerships with e-commerce platforms to reach its audience effectively.
Product Features Comparison
Noise Smartwatches:
Key Features: Heart rate monitoring, SpO2 tracking, multiple sports modes, customizable watch faces, notifications, and music control.
Battery Life: Typically lasts 7-10 days on a single charge.
Build Quality: Focus on lightweight and comfortable designs with water-resistant capabilities.
Amazfit Smartwatches:
Key Features: Advanced fitness tracking, GPS, AMOLED displays, and long battery life (up to 20 days).
Battery Life: 10-20 days depending on the model.
Build Quality: Premium materials and durable designs.
Realme Smartwatches:
Key Features: Basic fitness tracking, SpO2 monitoring, and notifications.
Battery Life: Up to 9 days.
Build Quality: Sleek designs but slightly limited in variety.
Boat Smartwatches:
Key Features: Heart rate monitoring, multiple sports modes, and customizable watch faces.
Practical Progress from a Theory by Steven Kingpdf
Brand positioning marketing
1. A STUDY ON BRAND POSITIONING OF PERIYAR RICE
WITH SPECIAL REFERENCE TO KOTTAYAM DISTRICT
PROJECT REPORT
Submitted by
JINSE K MATHEW
( XXXXXXX )
Under the Guidance of
Asst.Professor MISS.S MEKALA MBA,M.PHIL,PGDED
POST GRADUATE DEPARTEMENT OF MANAGEMENT SCIENCE AND RESEARCH
In partial fulfillment of the requirements for the award of the Degree of
MASTER OF BUSINESS ADMINISTRATION
OF
BHARATHIAR UNIVERSITY, COIMBATORE.
POST GRADUATE DEPARTMENT OF MANAGEMENT SCIENCE AND
RESEARCH
Karthikh Group of colleges (AUTONOMOUS)
(Recognized by the Government of Tamilnadu and UGC New Delhi,
Affiliated to Bharathiar University and Approved by AICTE)
Accredited at B++(5 star) level by NACC
Chinnakkarai, Tirupur - 641 6052
2010-2012
2. CONTENT
CHAPTER NO CONTENT PAGE NO
I INTRODUCTION AND DESIGN OF THE STUDY
1.1 INTRODUCTION OF THE STUDY 1
1.2OBJCTIVES OF THE STUDY 3
1.3 STATEMENT OF THE PROBLEM 3
1.4 LIMITATION OF THE STUDY 3
1.5 RESEARCH METHODOLOGY 4
II REVIEW OF LITTERATURE
2.1 REVIEW OF LITTERATURE 6
III CONCEPTUAL FRAME WORK
3.1 INDUSTRY PROFIL
10
3.2 COMPANY PROFILE 13
3.3 BRAND POSITIONING 19
IV ANALYSIS AND INTERPRETATION 23
V FINDINGS,SUGGESTION AND CONCLUSION
5.1 FINDINGS 67
5.2 SUGGESTION 68
5.3 CONCLUSION 69
BIBLIOGRAPHY
APPENDIX
3. LIST OF TABLES
TABLE NO TITLE PAGE NO
1 Age group of the respondents 23
2 Gender of the respondents 25
3 Education qualification of respondents 27
4 Marital status of the respondents 29
5 Income per month of the respondents 31
6 Consumer awarnes 33
7 Source of information about Periyar rice 34
8 Purchase and usage of Periyar rice 36
9 Brand preference of respondents 38
10 Time period of usage 40
11 Satisfaction level of respondents towards Periyar rice 42
12 Level of satisfaction of respondents about quality 44
13 Level of satisfaction of respondents about price 46
14 Level of satisfaction of respondents about package 48
15 Level of satisfaction of respondents about taste 50
16 Level of satisfaction of respondents about quantity 52
17 Level of satisfaction of respondents about variety 54
18 Level of satisfaction of respondents about advertisement 56
19 Level of satisfaction of respondents about cash discount 58
20 Level of satisfaction of respondents about special gift 60
21 Level of satisfaction of respondents about coupons 62
22 General opinion about brand Periyar rice 64
4. LIST OF CHARTS
TABLE NO TITLE PAGE NO
1 Age group of the respondents 24
2 Gender of the respondents 26
3 Education qualification of respondents 28
4 Marital status of the respondents 30
5 Income per month of the respondents 32
6 Source of information about Periyar rice 35
7 Purchase and usage of Periyar rice 37
8 Brand preference of respondents 39
9 Time period of usage 41
10 Satisfaction level of respondents towards Periyar rice 43
11 Level of satisfaction of respondents about quality 45
12 Level of satisfaction of respondents about price 47
13 Level of satisfaction of respondents about package 49
14 Level of satisfaction of respondents about taste 51
15 Level of satisfaction of respondents about quantity 53
16 Level of satisfaction of respondents about variety 55
17 Level of satisfaction of respondents about advertisement 57
18 Level of satisfaction of respondents about cash discount 59
19 Level of satisfaction of respondents about special gift 61
20 Level of satisfaction of respondents about coupons 63
21 General opinion about Periyar rice 65
7. 1.1INTRODUCTION OF THE STUDY
BRAND POSITIONING
Brand positioning refers to “target consumer’s” reason to buy brand in preferences to
others. It is a very greatful method in the marketing arena. it is ensures that all brand activity
has a common aim; is guided, directed and delivered by the brand’s benefits to buy; and
focuses at all points of contact with the customer.
In order to create a distinctive place in the market, a niche market has to be carefully
chosen and a differential advantage must be created in their mind. Brand positioning is a
medium through which an organization can portray its customers what it wants to achieve for
them and what it wants to mean to them. Brand positioning forms customer’s views and
opinions.
Brand positioning can be defined as an activity of creating a brand offer in such a
manner that it occupies a distinctive place and value in the target customer’s mind. Brand
positioning involves identifying and determining points of similarity and differences to
ascertain the right brand identity and to create a proper brand image. Brand positioning is the
key of marketing strategy. A strong brand positioning directs marketing strategy by
explaining the brand details, the uniqueness of brand and it’s similarity with the competitive
brands, as well as the reasons for buying and using that specific brand. Positioning is the base
for developing and increasing the required knowledge and perceptions of the customers. it is
the single feature that sets your service apart from your competitors.
Positioning is a concept in marketing which was first introduced by Jack Trout
and then popularized by Al Ries and Jack Trout in their bestseller book "Positioning - The
Battle for Your Mind."
This differs slightly from the context in which the term was first published in
1969 by Jack Trout in the paper "Positioning" is a game people play in today’s me-too market
place" in the publicationIndustrial Marketing, in which the case is made that the typical
consumer is overwhelmed with unwanted advertising, and has a natural tendency to discard
all information that does not immediately find a comfortable (and empty) slot in the
consumers mind. It was then expanded into their ground-breaking first book, "Positioning:
The Battle for Your Mind," in which they define Positioning as "an organized system for
finding a window in the mind. It is based on the concept that communication can only take
place at the right time and under the right circumstances" .
8. FIVE FACTORS OF BRAND POSITIONING
1. Brand Attributes
What the brand delivers through features and benefits to consumers.
2. Consumer Expectations
What consumers expect to receive from the brand.
3. Competitor attributes
What the other brands in the market offer through features and benefits to consumers.
4. Price
An easily quantifiable factor – Your prices vs. your competitors’ prices.
5. Consumer perceptions
The perceived quality and value of your brand in consumer’s minds (i.e., does your brand
offer the cheap solution, the good value for the money solution, the high-end, high-price tag
solution, etc.?).
Take some time to create a thorough picture of the current market and how your brand fits in
that market to determine your brand’s current position. If that’s not the position you want for
your brand, take the necessary steps to change it based on the gaps defined when you
analyzed the five factors above.
The brand position of indicate how well a firm is doing in the market place compared
to its competitors. In this fast moving era, there has been a great demand for instant product
as result; we can see that present market is being flooded by instant rice products which have
been a boon especially to working women.
Many leading brands of rice hence; in order to sustain the market the company must
have good hold over the market. In this scenario of tight competition a study was conducted
to know the brand position.
9. 1.2 OBJECTIVES OF THE STUDY
Primary objective
To study the brand positioning of periyar rice in kottyam district
Secondaryobjectives
To identify the expectation and perception of consumers towards the brand Periyar
rice.
To study the consumer satisfaction level towards Periyar rice brand
To know the cosumers opinion towards the Periyar rice brand
1.3 STATEMENT OF THE PROBLEM
The brand position of indicate how well a firm is doing in the market place compared
to its competitors. In this fast moving era, there has been a great demand for instant product
as result; we can see that present market is being flooded by instant rice products which have
been a boon especially to working women.
Many leading brands of rice hence; in order to sustain the market the company must
have good hold over the market. In this scenario of tight competition a study was conducted
to know the brand position.
1.4 LIMITATIONS OF THE STUDY
Errors are possible
There is no guarantee that the respondents give full and correct information
The answers were dependent on the attitude, opinion and sharing mentality of the
respondents
The survey was limited only a geographical area of Kottayam district
10. 1.5 RESEARCH METHODOLOGY
RESEARCH DESIGN
The study includes the method of descriptive research. Descriptive research is
concerned with measuring and estimating the frequencies with which things occur or the
degree of correlation or association between various variables. It helps to measure the market
size, market structure and the behaviour and attitudes of consumers in the market place
DATA COLLECTION
The data from the raw details that is collected from the field is known as data.
The researcher has to finalize whether to go for primary data or depend totally
on secondary data. The study has to go for both primary and secondary.
Primary data:
Primary data are those collected by the investigator or researcher himself for the first time. It
is collected from the field.
Sources of primary data;
1. interview schedule
Secondary data:
In the other hand data collected by some other agencies are employed for analysis
problem it is called secondary method and collected data are called secondary data. In
most of the enquiries relating to current problems it is recommended to use primary data
than secondary data.
SAMPLING TECHNIQUE
“Sampling can be defined as the process of selecting a representative portion of the
population under study for analysis”
Sampling may be defined as the process of obtaining information about an entire
population by examining only a part of it. In any investigation if data are collected only from
representative’s part of the universe we say that data are collected by sampling. The
representative part is called a sample.
The sampling method is convenience sampling and the sample size of the study is 150.
11. TOOLS FOR ANALYSIS
The collected data used for analysis in the method of percentage analysis.
PERCENTAGE ANALYSIS=( no of respondent/total no of respondent)*100
13. 2.1 REVIEW OF LITTERATURE
Christoph Fuchs and Adamantios Diamantopoulos (1999)1
Brand positioning, which refers to the act of designing the company’s offering and image to
occupy a favorable and distinctive place in the mind of the target market, is a central success
factor for the overall performance of a brand in the marketplace. Despite the importance of
the positioning construct, existing methods aimed at measuring the soundness of brand
positioning strategies are associated with several limitations. In an attempt to overcome these
limitations, the authors develop and validate a generalizable, consumer-derived scale that
assesses the effectiveness of brand positioning. Based on a comprehensive literature review,
positioning effectiveness is modeled as a multidimensional construct, capturing conceptually-
relevant dimensions of positioning success namely favorability, differentiation, and
credibility. Favorability, which reflects the magnitude of positive brand associations towards
a brand, satisfies the criterion that consumers need to value a brand in order to be attracted.
Differentiation, on the other hand, is essential because a well-positioned brand needs to
occupy a distinct position in the minds of consumers. Differentiation captures two sub-
dimensions namely distinctiveness (i.e., is the brand perceived as similar or distinct in
comparison to competitor brands?) and uniqueness (i.e., is the brand the only one of its
kind?). Credibility constitutes the third positioning effectiveness dimension and indicates the
extent to which the associations consumers hold with a brand are also believable. By
conducting nine complementary studies, the authors provide strong evidence of the scale’s
dimensionality, reliability, and (discriminant, convergent, nomological, predictive) validity.
Overall, the proposed measure is easy to administer, enables the comparison of all types of
positioning strategies and allows marketers to detect weaknesses and strengths with their
current strategies. Areas for future research involving the measure’s application are also
identified and discussed as are limitations of the measure.
Sally dibb,Lyndon Simian (1991)2
Customers have unique requirements, aspiration and satisfaction level. Some
customers, though, are similar they have common requirements for goods, services and ideas.
If these customers needs can be clearly identified and those with similar needs grouped in
quantities of sufficient sizes, market segment have been determined. Each customer group-or
14. market segment-has specific expectations and retail marketers must develop retail brands and
concepts which cater for needs of the segment target. Having decided on which segment (or
segments) to target, retailers position their brands with an image with which the targeted
customers identify. Market segmentation, targeting and positioning is a fundamental process
in modern retail marketing strategy. The key decisions and the steps necessary for successful
implementation are examined.
Authors:Danhorsky and paulnelsin (1992)3
Due to the globalization of the economy, there has been great competition in the
business sector. The basic human desire to challenge new limits and capture as much market
as it is possible has given a new dimension to the concept of marketing - brand positioning.
To position a brand requires making choices; whereas having a position means people will
prefer a brand over another. A brand can be positioned in several ways: offering a specific
benefit, targeting a specific segment, price or distribution. Despite the fact that positioning is
considered by both academics and practitioners to be one of the key elements of modern
marketing management, it is surprising to uncover general paucity of consumers/customers
derived studies regarding brand positioning strategies.
This article analyzes the market position held by a competitive set of brands in the
hair oil market through a comparison of cognitive and conative perceptions. Cognition will be
identified by trailing a factor analytic adaptation of importance performance analysis. In turn,
conation will be gauged by stated intent of the consumers to purchase the hair oil brands
under study. The alignment of the results from these techniques will help in identifying the
position of leadership held by a brand in the hair oil market. The marketers, in order to
strategically place their brands in today’s competitive market, need to identify the attributes
on which they need to focus and those of paramount importance for the consumers. This
method of positioning analysis offers a practical means for present-day marketers faced with
the challenge of identifying one or few brands from their diverse and multi-attributed brand
range that could be developed to differentiate their brand in a meaningful way to consumers.
Jacques R. Chevron (2007)4
I realize that my statement requires an explanation. The words “brand positioning” (or its
little brother, “brand repositioning”) are found often in the pages of this very magazine and in
the resumes of many capable applicants. Yet, those who use these words are showing that
they either have not given much thought about branding issues or have little discipline about
15. using vocabulary. I strongly suspect that they simply use the word “brand” where the word
“product” is more accurate.
Here’s why. Positioning is a marketing communication tool, and probably the most
important of them. It seeks to create the perception of a difference between your product and
those it competes with. That difference ought to be relevant enough to give the consumer a
reason for using your product rather than someone else’s. The art of positioning, then, is to
select, among all the possible things to say about a product, the one thing that will make the
product most attractive compared to its competitors. You may select from any aspect of the
product, its looks, its packaging, its features, its end benefit, etc. Once you have made a
choice, you should focus on communicating it forcefully and single-mindedly and reject
everything else. The “Single-Minded Communication” principle is essential to positioning.
For instance, if you market toothpaste, your product likely offers similar performances to
those of its competitors in areas If you are lucky, and a concept test shows positive consumer
reactions to a “mouth-feel” claim (e.g., Your mouth will feel as clean as after a visit to the
hygienist) and none of your competitors uses that claim, you might chose “mouth-feel” as
your product’s positioning. The “Single Minded Communication” principle means that your
communication should ignore all the other benefits you could communicate about your
product -- such as cavity fighting, breath freshening, teeth whitening, etc. – and focus
exclusively on mouth-feel.
16. REFERANCE
1.Journal: International journal of retail and distribution
Volume:19
Issue :3 1999
Topic : A consumer-derived measure of brand positioning effectiveness
Developement and validation
Page no:43-48
2.Source:International journal of retail and distribution
Volume:19
Issue:3 1991
Topic:targeting segments and positioning
Page no: 56-59
3. Journal: Marketing science
Volume: 11, no:2
Issue : 1992
Page no: 64-72
4. Journel:Brandweek Magazine
Volume no: 11
Issue: 2007
Topic : Don’t assume the position
18. 3.1 INDUSTRYPROFILE
There are many unproven mythological tales related to origin of rice, though
historians hold little or no stock in any. Rice cultivation is considered to have begun
simultaneously in many countries over 6500 years ago. Rice has been cultivated in China
since ancient times. Chinese records of rice cultivation go back 4000 years. Most believe the
roots of rice come from 3000 BC India, where natives discovered the plant growing in the
wild and began to experiment with it. Cultivation and cooking methods are thought to have
spread to the west rapidly and by medieval times, southern Europe saw the introduction of
rice as a hearty grain. In several Asian languages the words for rice and food are identical.
African rice has been cultivated for 3500 years. In the Middle East and Mediterranean
Europe, it started around 800 BC. Rice spread throughout Italy and then France, after the
middle of the 15th century, later propagating to all the continents during the great age of
European exploration. In 1694, rice arrived in South Carolina, probably originating from
Madagascar. The Spanish brought rice to South America at the beginning of the 18th century.
Rice cultivation has been carried into all regions having the necessary warmth and
abundant moisture favorable to its growth, mainly subtropical rather than hot or cold.
WORLD SCENARIO
Rice is the second largest produced cereal in the world. At the beginning of the 1990s,
annual production was around 350 million tons and by the end of the century it had reached
410 million tons.
Production is geographically concentrated in Western and Eastern Asia. Asia is the
biggest rice producer, accounting for 90% of the world's production and consumption of rice.
China and India, which account for more than one-third of global population supply over half
of the world's rice. Brazil is the most important non-Asian producer, followed by the United
States. Italy ranks first in Europe.
The world's major rice-producing countries - including the two most populous
nations, China and India - have emphasized the importance of continuing to develop new rice
varieties to guarantee Asia's food security and support the region's economic development.
19. Today, rice is grown and harvested on every continent except Antarctica, where
conditions make its growth impossible. The majority of all rice produced comes from India,
China, Japan, Indonesia, Thailand, Burma, and Bangladesh. Asian farmers still account for
92-percent of the world's total rice production. More than 550 million tons of rice is produced
annually around the globe. In the United States, farmers have been successfully harvesting
rice for more than 300 years. There are thousands of strains of rice today, including those
grown in the wild and those which are cultivated as a crop.
INDIAN SCENARIO
India is an important center of rice cultivation. The rice harvesting area in India is the
world's largest.
The two major rice varieties grown worldwide today are Oryzasativaindica and
Oryzasativa japonica. According to research studies, they owe their origins to two
independent events of domestication thousands of years ago.
Historians believe that while the indica variety of rice was first domesticated in the
area covering the foothills of the Eastern Himalayas (i.e. north-eastern India), stretching
through Burma, Thailand, Laos, Vietnam and Southern China, the japonica variety was
domesticated from wild rice in southern China which was introduced to India before the time
of the Greeks. Chinese records of rice cultivation go back 4000 years.
The earliest remains of cultivated rice in the sub-continent have been found in the
north and west and date from around 2000 BC. Perennial wild rices still grow in Assam and
Nepal. It seems to have appeared around 1400 BC in southern India after its domestication in
the northern plains. It then spread to all the fertile alluvial plains watered by rivers.
Cultivation and cooking methods are thought to have spread to the west rapidly and by
medieval times, southern Europe saw the introduction of rice as a hearty grain. Some says
that the word rice is derived from the Tamil word aris.
Rice is first mentioned in the Yajur Veda (c. 1500-800 BC) and then is frequently
referred to in Sanskrit texts. In India there is a saying that grains of rice should be like two
brothers, close but not stuck together. Rice is often directly associated with prosperity and
fertility, hence there is the custom of throwing rice at newlyweds. In India, rice is always the
first food offered to the babies when they start eating solids or to husband by his new bride,
to ensure they will have children.
20. STATE SCENARIO
Paddy cultivated in almost all districts of Kerala. Rice production has experienced
continues decline in area over two decades. Rice production touched around 14 lakhs tones in
the mid-seventies. Even at its peak level internal production was hardly sufficient to meet
50% of states requirement. Consequent to the enormous pressure, where high value crops like
coconut, banana, pineapple and rubber have exerted area under paddy has decline from its
peak coverage of 8.81 lakhs hectares in mid-seventies to 3050 lakhs hectares in 1999-2000.
In Kerala paddy production is highly concentrated in the district of Palakkad and
Alappuzha. These are also known as rice bowls of Kerala. These two districtscontribute 40%
of the total production of rice In Kerala. If present the rice cultivators are facing so many
problems. The main problem is increase in the total of production and less profit from the
product sale. So many farmers are changing their cultivation crop into other agricultural
products where they get high profit and some people are utilizing the land for constructing
building and tile factories. All these practices are affecting the industry very adversely.
In Kerala paddy processing industries is one of the traditional industries. Earlier
Paddy processing was considered as a household business and each member of the family are
involved in the business. Employing traditional method of operation, paddy processing was
done by the female members of the family. As the time passed with the increase in the
production and production of paddy, rice mill on modern lines began to flourish. With
introduction of high yielding variety crops, which is turn result in massive increase In
productivity, lead to encourage of middlemen in paddy business. They made bulk purchases
were flown from production centers to the trading centers. This necessitated the
establishment of rice mills on modern lines.
21. 3.2COMPANY PROFILE
Kalady, the birth place of Adisankara is famous for the production of rice for the last several
years. It blessed with perennial supply of water from the river Periyar.Because of availability
of pure water entrepreneurs have concentrated in Kalady area and its suburbs for the
manufacturing of rice of as the availability of pure water is the most important factor for
producing good quality rice.Chirakal modern rice is one among new rice milling units created
during the year 1996 with the jurisdiction of the Kaladygramapanchayath in
Maattoor,Marottichode in a picturesque land by the side of the MC road. The main promoters
are the industrial units are Sri: C D Polachan, Sri: C D Jose and Sri: C D Sebastian of
chirackal family. the unit is manufacturing rice and rice brand is marketing the same under
the brand name Periar.The products became dear among the customers in short span of time
all the plant have functional department like accounts,personal:competent and qualified
managers head research and development. Quality is the buzz word in the organisation. The
same “if we keep our customers happy they will in turn keep us” inspires all strategic
decision of the company.
HISTORY OF THE COMPANY
Chirackal agro mill is the one among successful rice mills established during the year
1996 in the picturesque landscape of marottychode by the side of mc road kalady. Now its
cosider as one of the premier manufacture of rice and rice products state of Kerala with about
three independent units equipped with the most modern and sophisticated technology for the
processing of rice. Chirakal agro mills is one of the leading modern rice mill which assures
quality branded rice at a reasonable price. It makes sale through its brand name PERIYAR
which is named after the river periyar the perennial water source of the region kaladyperiyar
rice provides the rice at traditional taste of Kerala due to its superior quality and affordable
price
ABOUT THE QUALITY PRICE
Quality is the buzzword of the organisation and for that purpose special quality controlled
department was also there. all the plants have competent and qualified managers in their
account,personnel,marketing and R&D department.the same ‘’if we keep our customers
22. happy, they will intern keeps as happy’’ inspires all strategic decision in the company. the
caption provided by the Periyar rice in its advertisement is given
‘ONLY THE TECHNOLOGY CHANGED................NOT THE TASTE..........’
Very clean quality control while manufacturing the products is main reason for the products
to become dearer in the market. From purchase to finish the packets, the process of rice
manufacturing undergoes several checks in different stages. Experts procuring personnel
ensure the procurement of the paddy.they travel extensively through Kerala during the
harvest season for procurement. The procured paddy is properly dried, transported and
stocked in the modern warehouse for further processing. The quality-testing lab is capable of
testing for particulate contaminants,microbialcontaminations,fertilizers,pesticides and
residues. This process introduces the best quality rice to the market
DETAILS ABOUT THE EMPLOYEES
Managerial staff 6
Supervisory staff 10
Office staff 14
Workers 90
Total 120
In chirackal agro mills at marottichode there are aroud 80 employees including
managerial,supervisory and office staff. Out of these 80 employees, there are managerial
staff, six are supervisory and thirteen are office staff. The following table shows the details of
the employees working at chirackal agro mills.
RECOGNISATION AND ACCREDITIONS
Chirackal agro mills, kalady is a small industry registered with the directorate of industries
and commerce, government of kerala.Being established in the year 1996,it uses the most
advanced facility and it also exports its products to Muscat and Saudi Arabia. The company
has an experienced team of employees who manages various activities.
Although the plant is fully automatic, company’s personnel, monitor each process closely.
Each factory has its own laboratory with equipments from stake Japan for online production
quality control.Nowonder, the company’s priority for top quality helped the organization to
23. bag 9001:1994 international certification, the international recognisation and acceptance for
quality. The company is also being accredited with JASANZ accredition.Each product
undergoes final testing.
ORGANIZATIONAL STRUCTURE
Sales executiveWorkersWorkersWorkers
Maintanace supervisor Sales ManagerProductionsupervisor
StorekeeperStoreKeeper
SalesManagerAccountsQualitycontrol inchargeProduction managerPurchase manager
General Manager
Managing partner
24. MARKETING DEPARTMENT
brand name “PERIYAR RICE”.The product becomes popular amoung the customers
in a short span of time.The company has a wide distribution network and retail outlet spred
all over the state of Kerala to meet the consumer requirements with quality rice.This brand is
not only popular in India but also popular in many foreign contries,exports to USE and
sultanate of Oman are also done under the same brand name “Periyar”and is well accepted
through out the gulf region,especially among the malayali population-efficient functioning of
the marketing network is the secret of increased customer satisfaction”chirackal agro mills is
promoting its brand through advertisement media and their caption is
“ONLY THE TECHNOLAGY IS CHANGED ....................NOT THE TASTE.................”
All Periyar brand rice is sortex cleaned and is available in 5kg,10kg,25kg and 75kg packs all
over India
PROMOTIONAL ACTIVITIES
Chirackal agro mills is promoting its brand through advertisement and other sales
promotional techniques.The brand is not only advertised through the TV media but it is
advertised through news papers,magazinesetc.Throughoutkerala state we can see many
baners and posters of Periyar rice
PROMOTIONAL TECHNIQUES OF PERIYAR RICE
Advertisement through the media like TV,news paper and magazines etc
By providing sponsorships of sports events in the nearly areas
By providing baners,stickers,postersand brochure
Providing various offers to wholesalers and retailers
Providing special offers directly to customers
CUSTOMER FOCUS
Customers is the king in the modern market and everything in the market depands the
customers behaviour.In order to survive in the market every company has to focus their main
attention on their customers because if the customers accept the product then only the
25. company as well as the brand can survive in the market. The chirackal agro mills is highly
focusing or,the customers because they believe on the saying that
“if we keep our customers happy, they will in turn keeps us happy”
MARKET SHARE
No Brand name Market share
1 Periyar 35
2 Nirapara 12
3 Pavizham 11
4 Double horse 7
5 Nallari 4
6 Nenmani 3
7 Thiruvonam 2
8 Others 16
There are a lot of rice mills in the market with their local brand. But still Periyar is having a
good market share of 35% in the total market. The local players now cover a major share of
the market but still Periyar rice is having a great opportunity in future to capture the whole
market
PRODUCT PROFILE
The main product of the company is sortex rice. There are various varieties of rice are
available under the Periyar brand. The various varieties that are being marketed under the
Periyar brand are as follows,
1. JYOTHI RICE: This rice is very popular one due to its task, which is more tastier and
preferred one. This is a variety of long boiled rice. Jyothi rice is also known as vadi rice. The
price of each variety of rice varies due to its quality, taste and demand.
2. UNDA RICE: This rice is a high quality rice and red in colour. This rice is popularly
known as palakadan rice or kuttanadan rice. It has a white belly. It cooks fast and is mostly
preferred by many households
26. 3. JAVA RICE: This is another popular rice, which is marketed under the Periyar brand.
This speciality of this variety of rice is that the colour of this rice is very white. Here also the
price of variety varies from other varieties. This rice is very thin and white in colour.
4. KURUVA RICE: Another variety of rice,which is preferd by many
hoseholds,iskuruva rice. This variety of rice very short in appearance and very white in
colour
5.KRANTHI RICE: This is also apopular rice and preferred intensively by the people.
The speciality of this rice is that it is white in colour and in short and round in appearance and
is a bold variety of rice. It produce more rice in when it is cooked and it cooks very fast.
27. 3.3 BRAND POSITIONING
In marketing, positioning has come to mean the process by which marketers try to create an
image or identity in the minds of their target market for itsproduct, brand, or organization
The original work on Positioning was consumer marketing oriented, and was
not as much focused on the question relative to competitive products as much as it was
focused on cutting through the ambient "noise" and establishing a moment of real contact
with the intended recipient. In the classic example of Avisclaiming "No.2, We Try Harder",
the point was to say something so shocking (it was by the standards of the day) that it cleared
space in your brain and made you forget all about who was #1, and not to make some
philosophical point about being "hungry" for business.
Effective Brand Positioning is contingent upon identifying and communicating
a brand's uniqueness, differentiation and verifiable value. It is important to note that "me too"
brand positioning contradicts the notion of differentiation and should be avoided at all costs.
This type of copycat brand positioning only works if the business offers its solutions at a
significant discount over the other competitor(s).
Generally, the brand positioning process involves:
1. Identifying the business's direct competition (could include tertiary players that offer
your product/service amongst a larger portfolio of solutions)
2. Understanding how each competitor is positioning their business today (e.g. claiming
to be the fastest, cheapest, largest, the #1 provider, etc.)
3. Documenting the provider's own positioning as it exists today (may not exist if startup
business)
4. Comparing the company's positioning to its competitors' to identify viable areas for
differentiation
5. Developing a distinctive, differentiating and value-based brand positioning statement,
key messages and customer value propositions.
More generally, there are three types of positioning concepts:
28. 1. Functional positions
Solve problems
Provide benefits to customers
Get favorable perception by investors (stock profile) and lenders
2. Symbolic positions
Self-image enhancement
Ego identification
Belongingness and social meaningfulness
Affective fulfillment
3. Experiential positions
Provide sensory stimulation
Provide cognitive stimulation
A product can be positioned based on 2 main platforms: The Consumer and The
Competitor. When the positioning is on the basis of consumer, the campaigns and messages
are always targeted to the consumer himself (the user of the product)
Peter England always campaigns their product concentrating on the consumer, the user of its
product.
Louis Philip also concentrates on this kind of campaigns.
The other kind of positioning is on basis of competition. These campaigns are targeted
towards competing with other players in the market.
Dettol television commercials always concentrate on advertisements, which show that this
product would give you more protection, then the others.
A number of positioning strategies might be employed in developing a promotional program.
The 7 such strategies are discussed below:
POSITIONING BY PRODUCT ATTRIBUTES AND BENEFITS
Associating a product with an attribute, a product feature or a consumer
feature. Sometimes a product can be positioned in terms of two or more attributes
simultaneously. The price/ quality attribute dimension is commonly used for positioning the
products.
A common approach is setting the brand apart from competitors on the basis of
the specific characteristics or benefits offered. Sometimes a product may be positioned on
more than one product benefit. Marketers attempt to identify salient attributes (those that are
important to consumers and are the basis for making a purchase decision)
29. Consider the example of Ariel that offers a specific benefit of cleaning even the
dirtiest of clothes because of the micro cleaning system in the product.
Colgate offers benefits of preventing cavity and fresh breath.
Promise, Balsara’s toothpaste, could break Colgate’s stronghold by being the first to
claim that it contained clove, which differentiated it from the leader.
Nirma offered the benefit of low price over Hindustan Lever’s Surf to become a
success.
Maruti Suzuki offers benefits of maximum fuel efficiency and safety over its
competitors. This strategy helped it to get 60% of the Indian automobile market.
POSITIONING BY PRICE/QUALITY
Marketers often use price/ quality characteristics to position their brands. One
way they do it is with ads that reflect the image of a high-quality brand where cost, while not
irrelevant, is considered secondary to the quality benefits derived from using the brand.
Premium brands positioned at the high end of the market use this approach to positioning.
Another way to use price/ quality characteristics for positioning is to focus on the quality or
value offered by the brand at a very competitive price. Although price is an important
consideration, the product quality must be comparable to, or even better than, competing
brands for the positioning strategy to be effective.
ParleBisleri – “BadaBisleri, same price” ad campaign.
POSITIONING BY USE OR APPLICATION
Another way is to communicate a specific image or position for a brand is to associate it with
a specific use or application.
Surf Excel is positioned as stain remover ‘ Surf Excel hena!’
Also, Clinic All Clear – “Dare to wear Black”.
POSITIONING BY PRODUCT CLASS
Often the competition for a particular product comes from outside the product
class. For example, airlines know that while they compete with other airlines, trains and
buses are also viable alternatives. Manufacturers of music CDs must compete with the
cassettes industry. The product is positioned against others that, while not exactly the same,
provide the same class of benefits.
BY PRODUCT USER
30. Positioning a product by associating it with a particular user or group of users is yet another
approach.
Motography Motorola Mobile Ad.n this ad the persona of the user of the product is been
positioned
POSITIONING BY COMPETITOR
Competitors may be as important to positioning strategy as a firm’s own product or services.
In today’s market, an effective positioning strategy for a product or brand may focus on
specific competitors. This approach is similar to positioning by product class, although in this
case the competition is within the same product category.
Onida was positioned against the giants in the television industry through this strategy,
ONIDA colour TV was launched with the message that all others were clones and only Onida
was the leader. “neighbour’s Envy, Owners Pride”.
POSITIONING BY CULTURAL SYMBOLS
An additional positioning strategy where in the cultural symbols are used to differentiate the
brands. Examples would be Humara Bajaj, Tata Tea, Ronald McDonald. Each of these
symbols has successfully differentiated the product it represents from competitors
32. ANALYSIS AND INTERPRETATION
4.1 DEMOGRAPHIC PROFILE OF THE RESPONDENTS
TABLE – 4.1.1
AGE GROUP OF THE RESPONDENT
S.NO AGE No. Of respondent Percentage
1 15-24 22 15
2 25-34 38 25
3 35-44 60 40
4 Above 45 30 20
Total 150 100
Source : Primary Data
INTERPRETATION
From the above table it is inferred that 40% of the respondents age group is 35-44, 25% of
the respondents are in the age group is 25- 34, 20% of the respondents are in the age group
above 45 and 15% of the respondents are in the age group of 15 -24.
34. Table- 4.1.2
GENDER OF THE RESPONDENT
S.NO Gender No. Of respondent Percentage
1 Male 50 33
2 Female 100 67
3 Total 150 100
Source : Primary Data
INTERPRETATION:
From the above table it is inferred that 67% of the respondents are female and 33 %of
the respondents are male.
35. CHART-4.1.2
GENDER OF THE RESPONDENT
33%
67%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Male Female
P
E
R
C
E
N
T
A
G
E
GENDER
36. Table- 4.1.3
EDUCATION QUALIFICATION OF RESPONDENTS
S.NO Educational
qualification
No. of respondent Percentage
1 SSLC 38 25
2 Hsc 32 21
3 Graduate 37 25
4 Diploma 20 13
5 Otherspecify 23 16
Total 150 100
Source : Primary Data
INTERPRETATION
From the above table it isinfered that 25 % of the respondents completed SSLC& Graduation
respectively,21% of the respondents completed HSC,13 % of the respondents completed
diploma and 16 %the respondents completed technical courses.
37. CHART-4.1.3
EDUCATION QUALIFICATION OF RESPONDENTS
0%
5%
10%
15%
20%
25%
SSLC hsc Graduate Diploma Other specify
25%
21%
25%
13%
16%
EDUCATION QUALIFICATION
P
E
R
C
E
N
T
A
G
E
38. TABLE-4.1.4
MARITAL STATUS OF RESPONDENTS
S.NO Marital status No. Of Respondent Percentage
1 Married 120 80
2 Un married 30 20
3 Total 150 100
Source : Primary Data
INTERPRETATION
from the above table it is infered that 80%of respondents are married and 20 % of
respondents are unmarried.
39. CHART-4.1.4
MARITAL STATUS OF RESPONDENTS
0%
10%
20%
30%
40%
50%
60%
70%
80%
Married Un married
80%
20%
P
E
R
C
E
N
T
A
G
E
MARITAL STATUS
40. TABLE-4.1.5
INCOME PER MONTH OF RESPONDENTS
S.NO Salary No. Of respondent Percentage
1 Below3000 - -
2 3000-5000 25 17
3 5000-7000 50 33
4 Above 7000 75 50
5 Total 150 100
Source : Primary Data
INTERPRETATION
From the above table it is inferred that 50 % of the respondents income per month was
7000Rs, 33 %of the respondents income per month was 5000Rs -7000Rs and 17 % of the
respondents income per month was 3000Rs – 5000Rs.
42. 4.2 AWARNES AND PREFERENCE TOWARDS PERIYAR RICE
TABLE-4.2.1
CONSUMER AWARENESS
S.NO Types No.of respondent Percentage
1 Yes 150 100
2 No - -
3 Total 150 100
Source : Primary Data
INTERPRETATION
From the above table shows that 100% of the respondents are aware of Periyar rice products.
43. TABLE-4.2.2
SOURCE OF INFORMATION ABOUT PERIYAR
S.NO Sources No. of respondent Percentage
1 Friends 22 25
2 Advertisement 52 25
3 Shops 30 20
4 Relative 20 13
5 Neighbour 18 12
6 Others 8 5
Total 150 100
Source : Primary Data
INTERPRETATION
From the above table it isinfered that 25 %of the respondents get information by
advertisement&by friends,20% of the respondents get information through shops,13 %of the
respondents get information by relative,12 % of the respondents get information by
neighbour and 5 %of the respondents get information by others sources.
44. CHART-4.2.2
SOURCES OF INFORMATION ABOUT PERIYAR RICE
0%
5%
10%
15%
20%
25%
30%
35%
15%
35%
20%
13% 12%
5%
P
E
R
C
E
N
T
A
G
E
SOURCE OF INFORMATION
45. Table-4.2.3
PURCHASE & USAGE OF PERIYAR RICE
S.NO usage No. of respondent Percentage
1 Regularly 38 25
2 occasionally 62 41
3 Rarely 40 27
4 Never 10 7
Total 150 100
Source : Primary Data
INTERPRETATION
From the above table it is infered that41 % of the customers are occasionally purchasing
Periyar rice,27 % of the respondents are rarely purchasing Periyar rice ,25 % of the
respondents are regularly purchasing periyar rice,7 % of the respondents are never
purchasing periyar rice.
47. TABLE-4.2.4
Brand Preference of Consumers
S.NO Category No.of respondent Percentage
1 Periyarrice 62 41
2 Nirapara 30 20
3 Pavizham 38 25
4 Rani 20 14
Total 150 100
Source : Primary Data
INTERPRETATION
From the above table it isinfered that 41 % of respondents preferPeriyar rice,25 %of the
respondents prefer pavizham rice,20 % of respondents prefer Nirapara rice, and 14 % of the
respondents prefer Rani rice.
48. CHART-4.2.4
BRAND PREFERENCE OF CONSUMERS
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Periyar rice Nirapara Pavizham Rani
41%
20%
25%
14%
P
E
R
C
E
N
T
A
G
E
CATAGORY
49. 4.3 level of satisfaction towards Periyar rice
TABLE-4.3.1
TIME PERIOD OF USAGE
S.NO Time(years) No.of respondent Percentage
1 1-2 yrs 48 32
2 2-3yrs 62 41
3 3-4yrs 30 20
4 Above 4 yrs 10 7
Total 150 100
Source : Primary Data
INTERPRETATION
From the above table it is inferred that 41% of the respondents are using Periyar rice for the
2-3 years, 32 % of the respondents are usingPeriyar rice for 1-2 years,20 % of the
respondents are using Periyar rice for 3-4 years,7% of the respondents are using Periyar rice
above four years.
50. CHART-4.3.1
TIME PERIOD OF USAGE
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
1-2 yrs 2-3yrs 3-4yrs Above 4 yrs
P
E
R
C
E
N
T
A
G
E
YEARS
51. TABLE- 4.3.2
SATISFACTION LEVEL OF RESPONDENTS TOWARDS PERIYAR RICE
S.NO Category No.of respondent Percentage
1 Yes 85 57
2 No 65 43
Total 150 100
Source : Primary Data
INTERPRETATION
From the above table it is inferred that 57 % of the respondents are satisfied with
Periyarrice,and 43 % of respondents are dissatisfied with periyar rice
53. TABLE-4.3.3
LEVEL OF SATISFACTION OF RESPONDENTSABOUTQUALITY
S.NO Level of
satisfaction
No.of respondent Percentage
1 Highly satisfied 40 27
2 Satisfied 45 30
3 Neutral 30 20
4 Dissatisfied 20 13
5 Highly dissatisfied 15 10
Total 150 100
Source : Primary Data
INTERPRETATION
From the above table it is inferred that 30 % of the respondentsare satisfied with quality,27%
of respondents are highly satisfied with quality,20 % of respondents are neutral with
quality,13 %of the respondents are dissatisfied with quality and 10 % of the respondents are
highly dissatisfied.
54. CHART-4.3.3
LEVEL OF SATISFACTION OF RESPONDENTSABOUTQUALITY
27%
30%
20%
13%
10%
0%
20%
40%
60%
80%
100%
120%
140%
Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied
P
E
R
C
E
N
T
A
G
E
LEVEL OF SATISFACTION
55. TABLE- 4.3.4
LEVEL OF SATISFACTION OF RESPONDENTSABOUTPRICE
S.NO Levels of
satisfaction
No. of respondent Percentage
1 Highly satisfied 34 23
2 Satisfied 46 31
3 Neutral 32 21
4 Dissatisfied 18 12
5 Highly dissatisfied 20 13
Total 150 100
Source : Primary Data
INTERPRETATION
From the above table it was found that 31% of the respondentsare satisfied with price,23 %
of the respondents are highly satisfied with price,21 % of the respondents are neutral with
price,12 %of the respondents dissatisfied with price,13 % of the respondents are highly
dissatisfied with price.
56. CHART-4.3.4
LEVEL OF SATISFACTION OF RESPONDENTSABOUT PRICE
23%
31%
21%
12%
13%
0
Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied
LEVEL OF
SATISFACTION
57. TABLE- 4.3.5
LEVEL OF SATISFACTION OF RESPONDENTSABOUTPACKAGE
S.NO Levels Of
Satisfaction
No. of respondent Percentage
1 Highly satisfied 34 23
2 Satisfied 46 31
3 Neutral 32 21
4 Dissatisfied 18 12
5 Highly dissatisfied 20 13
Total 150 100
Source : Primary Data
INTERPRETATION
From the above table it was found that 31 % of the respondents are satisfied with package,23
% of the respondents are highly satisfied with package,21% of the respondents are neutral
with package,13 % of the respondentshighly dissatisfied with package,12 % of the
respondents are dissatisfied with package.
58. CHART-4.3.5
LEVEL OF SATISFACTION OF RESPONDENTSABOUT PACKAGE
23%
31%
21%
12%
13%
Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied
LEVEL OF
SATISFACTION
59. TABLE- 4.3.6
LEVEL OF SATISFACTION OF RESPONDENTSABOUT TASTE
S.NO Levels Of
Satisfaction
No. of respondent Percentage
1 Highly satisfied 38 25
2 Satisfied 46 31
3 Neutral 28 19
4 Dissatisfied 20 13
5 Highly dissatisfied 18 12
Total 150 100
Source : Primary Data
INTERPRETATION
From the above table it is inffered that 31 % of the respondents are satisfied with taste,25 %
of the respondents are highly satisfied with taste,19 % of the respondents are neutral with
taste,13 %of the respondents dissatisfied with taste,12 % of the respondents are highly
dissatisfied with taste.
60. CHARt-4.3.6
LEVEL OF SATISFACTION OF RESPONDENTSABOUT TASTE
25%
31%
19%
13%
12%
Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied
LEVEL OF
SATISFACTION
61. TABLE- 4.3.7
LEVEL OF SATISFACTION OF RESPONDENTSABOUT.QUANTITY
S.NO Levels of
satisfaction
No. of respondent Percentage
1 Highly satisfied 42 28
2 Satisfied 42 28
3 Neutral 28 19
4 Dissatisfied 22 15
5 Highly dissatisfied 16 11
Total 150 100
Source : Primary Data
INTERPRETATION
From the above table it is inferred that 28% of the respondents are highly satisfied with
quantity,28 %of the respondents are satisfied with quantity,19 % of the respondents are
neutral with quantity,15 % of the respondents dissatisfied with quantity,11 % of the
respondents are highly dissatisfied with quantity.
62. CHART-4.3.7
LEVEL OF SATISFACTION OF RESPONDENTSABOUT.QUANTITY
28%
28%
19%
15%
11%
Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied
LEVEL OF SATISFACTION
63. TABLE- 4.3.8
LEVEL OF SATISFACTION OF RESPONDENTSABOUTVARIETY
S.NO Levels Of
Satisfaction
No. of respondent Percentage
1 Highly satisfied 28 17
2 Satisfied 32 23
3 Neutral 45 30
4 Dissatisfied 25 17
5 Highly dissatisfied 20 13
Total 150 100
Source : Primary Data
INTERPRETATION
From the above table it is inferred that 30 % of the respondents are neutral with variety,23%
of the respondents are satisfied with variety,17 %of the respondents are highly satisfied with
variety,17 % of the respondents dissatisfied with variety,13 % of the respondents are highly
dissatisfied with variety.
64. CHART-4.3.8
LEVEL OF SATISFACTION OF RESPONDENTSABOUT VARIETY
17%
23%
30%
17%
13%
Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied
LEVEL OF SATISFACTION
65. TABLE- 4.3.9
LEVEL OF SATISFACTION OF
RESPONDENTSABOUT.ADVERTISMENT
S.NO Levels of
satisfaction
No. of respondent Percentage
1 Highly satisfied 28 17
2 Satisfied 32 23
3 Neutral 45 30
4 Dissatisfied 25 17
5 Highly dissatisfied 20 13
Total 150 100
Source : Primary Data
INTERPRETATION
From the above table it is inferred that 30%of the respondents are neutral with
advertisement,23% of the respondents are satisfied with advertisment,17 % of the
respondents are highly satisfied with advertsment,17 % of the respondents dissatisfied with
advertisment,13 % of the respondents are highly dissatisfied with advertisment.
66. CHART-4.3.9
LEVEL OF SATISFACTION OF
RESPONDENTSABOUT.ADVERTISEMENT
17%
23%
30%
17%
13%
Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied
LEVEL OF
SATISFACTION
67. TABLE-4.3.10
LEVEL OF SATISFACTION OF RESPONDENTSABOUTCASH
DISCOUNT
S.NO Level of
satisfaction
No.of respondent Percentage
1 Highly satisfied 28 19
2 Satisfied 32 21
3 Neutral 45 30
4 Dissatisfied 25 17
5 Highly dissatisfied 20 13
Total 150 100
Source : Primary Data
INTERPRETATION
From the above table it is inferred that 30% of the respondents are neutral with cash
discount,21 % of the respondents are satisfied with cash discount,19%of the respondents are
highly satisfied with cash discount,17% of the respondents dissatisfied with cash
discounted,13 % of the respondents are highly dissatisfied with cash discounted.
69. TABLE- 4.3.11
LEVEL OF SATISFACTION OF RESPONDENTSABOUTSPECIAL
GIFT
S.NO Level of
satisfaction
No.of respondent Percentage
1 Highly satisfied 22 15
2 Satisfied 24 16
3 Neutral 55 37
4 Dissatisfied 30 20
5 Highly dissatisfied 19 12
Total 150 100
Source : Primary Data
INTERPRETATION
From the above table it is inferred that 37 % of the respondents are neutral with special gift
,20% of the respondents aredissatisfied with special gift,16% of the respondents are satisfied
with special gift,15% percentage of the respondents highly satisfied with special gift,12
percentage of the respondents are highly dissatisfied with special gift.
70. CHART-4.3.11
LEVEL OF SATISFACTION OF RESPONDENTSABOUTSPECIAL
GIFT
15%
16%
37%
20%
12%
Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied
71. TABLE- 4.3.12
LEVEL OF SATISFACTION OF RESPONDENTSABOUTCOUPONS
S.NO Level of
satisfaction
No.of respondent Percentage
1 Highly satisfied 12 8
2 Satisfied 22 15
3 Neutral 45 30
4 Dissatisfied 48 32
5 Highly dissatisfied 23 15
Total 150 100
Source : Primary Data
INTERPRETATION
From the above table it is inferred that 32% of the respondents are dissatisfied with
coupons,30% of the respondents are neutral with coupons,15% of the respondents are
satisfied with coupons,15% of the respondents highly dissatisfied with coupons,8% of the
respondents are highly satisfied withcoupons.
73. 4.4 Opinion towards Periyar rice
TABLE- 4.4.1
GENERAL OPINION ABOUT BRAND PERIYAR RICE
S.NO Level of
satisfaction
No.of respondent Percentage
1 Verygood 32 21
2 Good 55 37
3 Neithergoodorbad 23 15
4 Bad 25 17
5 Verybad 15 10
Total 150 100
Source : Primary Data
INTERPRETATION
From the above table it is inferred that37% of the respondents are gave good,21%of the
respondents are gave very good,17%of the respondents are gave bad,15%of the respondents
are gave neither good or bad,and 10% of the respondents are gave very bad.
77. 5.1 FINDINGS
Majority (40%) of the respondents age group is 35-44
Majority(67%) of the respondents are female
Majority(100%) of the respondents are aware of Periyar rice
Majority(25% )of the respondents get information by advertisement and
friends
Majority(41%) of the respondents are occasionally purchasing Periyar
rice
Majority(41%) of the respondents prefer Periyar rice
Majority(41%) of the respondents are using Periyar rice for the 2-3 years
Majority(57%) of the respondents are satisfied with Periyar rice
Majority(30%) of the respondents are satisfied with quality
Majority(31%) of the respondents are satisfied with price
Majority(31%) of the respondents are satisfied with package
Majority(25%) of the respondents are satisfied with taste
Majority(28%) of the respondents are highly satisfied with quality
Majority(30%) of the respondents are nentral with variety
Majority(30%) of the respondents are neutral with advertisement
Majority(30%) of the respondents are neutral with cash discount
Majority(37%) of the respondents are neutral with special gift
Majority(32%) of the respondents are dissatisfied with coupons
Majority(30%) of the respondents are neutral with advertisement
Majority(37% of the respondents are gave good
79. 5.2 SUGGESTIONS
1.currentlyPeriyar rice have good brand position in the market.so it should try to introduce
new product s in the existing product line
2.Company should concentrate more on advertisement,as it plays a vital role in influencing
buying behaviour of the consumers
4.It should take effective steps to improve the quality of product
5.They should provide coupons along with the product
81. 5.3 CONCLUSION
Periyarrice,Kalady is the one of the leading manufacture of rice.It is having good reputation
in its all the areas of operation.In this study the resercher has conducted an analysis of brand
position of Periyar rice. From analysis and interpretation,it can be understood that the
company has strong competion from pavizham,ranietc;.They should try to launch new
advertisement compaigns to retain the existing consumers and attract new consumers.
Soit can be concluded that the company should not go back from the present programes and it
should implement more and more schems and compaigns,which ensures on-going
improvement in the brand position of the products.
83. BIBLIOGRAPHY
BOOKS
1.marketing management by philipkotler
-elevanthedition,Pearsoneducation,India
2.Research methodology-methods and techniques by C R Kothari
-new age international(p) limited,publishers,Newdelhi
3.Consumer behaviour (p) limited,publishers, New delhi
4.V S Ramaswamy and S.Namakumari,marketing management,4th edition page no;419-
421
JOURNALS
1.(Authors:Stuartjackson,source:journal of busines strategy,volume:8,issue:1 2007)
2.(Authors:sallydibb,Lyndonsimian,source:International journal of retail and
distribution,volume:19 issue:3 1991)
3.(Authors:Hassan,Stephanh.craft,Source:journal of consumer marketing,volume:22issue:2
2005)
WEBSITE
www.periyarrice.com
www.students3k.com
www.placementbix.com
85. BRAND POSITIONING OF PERIYAR RICE IN KOTTAYAM DISTRICT
1. Name :
2.Age group :15-24 25-34 35-44 45-54 above54
3. Gender : Male Female
4. Educationqualification : SSLC HSC Graduate Diploma
Otherspecify
5. Marital status : Married Unmarried
6.Monthlyincome : Below3000 3000-5000 5000-7000
7000-9000 Above 9000
7.Are you aware of Periyarrice?
Yes No
8.How do youcame to knowaboutPeriyarrice?
Friends Advertisement Shops Relatives Neighbour
Others
9.How oftenyoupurchase anduse Periyarrice?
Regularly occasionally Rarely Never
10.Which brand of productdo you prefermore?
Periyarrice NiraparaPavizham Rani
11. How longyouare usingPeriyarrice?
1-2 years 2-3years 3-4years above 4years
12. Are you satisfiedwith Periyarrice?
Yes No
86. 13. Rank the factorswhichinfluence youtopurchase thisbrand?
SL NO Particular Rank
1 Economicin price
2 Compact package
3 Brand image
4 Availability
5 Good forhealth
14.Measure the level of statisfactiontowardsPeriyarrice ?
Highly
satisfied
satisfied Neutral Dissatisfied Highly
dissatisfied
Availability
Quality
Price
Package
Taste
Quantity
Variety
Advertisement
Extra quantity
Cash discount
Special gift
Coupons
15.What doyou thinkthe general opinionaboutPeriyarproductscompare tootherbrand?
Verygood good Neithergoodorbad Bad verybad
16.Plese Give some valuablesuggestion
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