PROJECT REPORT PRESENTATION ON MARKET POTENTIAL OF RICE POWDER BY JAYABHARATH MODERN RICE MILL . COLLEGE OF CO-OPERATION, BANKING AND MANAGEMENT VELLANIKKARA, THRISSUR- 680656. MBA IN AGRIBUSINESS MANAGEMENT Kerala Agricultural University

1. KERALAAGRICULTURAL UNIVERSITY
College of Co-operation Banking and Management
MBA-Agribusiness Management
Minor Project
Market Potential of Rice Powder by Jayabharath
Modern Rice Mills
Submitted By
Akaresh Jose (2015-31-009)
Under the guidance of :
Dr. R. SENDIL KUMAR
PROFESSOR (AGRICULTURAL EXTENSION)
CCB&M,KAU
1

2. STATEMENT OF THE PROBLEM
• Jayabharath rice mill is having a well flourished
production unit for producing different variety of
rice. Also they have an immense potential to
expand with product diversification. Supply and
demand for rice is on hike.
• Market Potential will help the company to take
decision in launching the rice powder to the
market. So the market analysis should be
designed in such a way that it helps in bringing
out the actual demand for the product.
2

3. Cont.
• The present study is to analyze the market
potential of Rice Powder in Thrissur
Corporation.
3

4. OBJECTIVES OF THE STUDY
•To know the awareness of Rice Powder
among customers available in the market.
•To identify the factors influencing the
purchasing behavior of the respondent.
•To study the market potential of Rice
Powder in Thrissur Corporation by
Jayabharath Modern Rice Mill.
4

5. METHODOLOGY
• The period of the study
The period of the study is during the months
of March 21st to May 10th 2016
• Sources of data
Thrissur Corporation is the study area used for
the study. Out of the entire population of
Thrissur corporation, a sample size 30 Retailers
& 60 Households. Retailers are of groceries and
consumers are of household.
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6. SAMPLING DESIGN
• For the study a sample of 60 consumers and 30
retailors from Thrissur Corporation was selected
purposively.
• Out of the entire population of Thrissur
Corporation, a sample size of 90 respondents is
taken.
• The sample is taken both from rural and urban areas
of Thrissur Corporation.
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7. Cont.…
• Primary data will be collected by administrating
structured interview schedule to consumers.
• Simple Random Sampling (with replacement) is
used for the analysis.
• In Thrissur corporation there are 55 wards, of which
5 regions are selected at random in such a way that
it includes all four directions (north, south, east,
west & central).
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8. DATAANALYSIS
• Percentage and indices were used for analysis of the
data.
• The suitability of various promotional activities
were analysed on five-point scale: excellent, good,
average, poor, very poor.
8

9. Highly satisfied 5
Satisfied 4
Moderately satisfied 3
Dissatisfied 2
Highly satisfied 1
• The total score obtained for the variable is divided by the
maximum score obtained for the variable to calculate the
satisfaction index for analyzing the customer satisfaction
towards Swad products.
• The maximum score obtained for the variable is calculated by
multiplying maximum score of the opinion and total number of
respondent. 9

10. • For determining the extent to which purchasing decisions
have influenced the factors of purchase, the data were
collected on five - point scale; Strongly agree, Agree,
Not sure, Disagree, Strongly disagree. The respondents
were asked to rank each factor based on their influence.
• After that marks were assigned to each rank as follows.
For the first rank a mark of 1 was given and for the
twelfth rank, mark assigned was 12 and other marks
were between this range (i.e. for rank 1 to 12, marks of 1
to 12 were given respectively).
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11. • So the most influencing factor of consumer’s
choice and product choice given rank 1. Similarly,
the less influencing factor of customerschoice and
product choice given the highest rank respectively.
The frequencies of each factor obtained were
summed up to arrive at the rank of each factor.
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12. VARIABLES
•Advertisement
•Packaging
•Display
•Quantity
•Quality
•Price
•Colour
•Brand image
•Retailer's Suggestion
•Availability
•Friends and
Relatives
suggestions
•Labelling
12

13. LIMITATION
•It may not be generalised till the same is
validated by conducting a study with
larger sample.
• The study is limited to time constraints
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14. MARKET POTENTIAL OF RICE
POWDER - ANALYSIS
14

15. Frequency of Purchase
44
13
3
60
0
10
20
30
40
50
60
70
FREQ OCCA RARE Total
Frequency of Purchase
15

16. Price satisfaction
42, 70%
18, 30%
Chart Title
1 2
16

17. Product available in your area
32
18
60
53.3
46.7
100
0
20
40
60
80
100
120
N Y Total
Frequency Percent
17

18. Acquiring of rice powder
10
50
60
16.7
83.3
100
0
20
40
60
80
100
120
Grind at mill Purchase Total
Chart Title
Frequency Percent
18

19. Rice powder being purchased
50
10
60
77.7
22.3
100
0
20
40
60
80
100
120
Retail Shop Wholesaler Total
RICE POWDER BING PURCHASED
Frequency Percent
19

20. Brand Loyalty
29 31
60
48.3 51.7
100
0
20
40
60
80
100
120
N0 Yes Total
Brand Loyalty
Frequency Percent
20

21. Brand Awareness of Different Company’s
30
10 10 10
60
50
16.7 16.7 16.7
100
0
20
40
60
80
100
120
EASTERN ELITE NIRAPARA SWAD Total
Brand Awareness of different Company's
Series1 Series2
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22. FINDINGS
&
SUGESSIONS
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23. MAJOR FINDINGS
• The survey shows that majority percent of the
respondents are aware of Rice Powder. The Band
Preference is one of the most important element stressed
by the respondents. The respondents are aware about the
brand like Nirapara, Elite, Swad, Pavizham etc.
• Almost large numbers of the respondents are don’t wish
to shift their brand and only a small number of the
respondents are willing to change their brand.
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24. • Respondents identified availability and poor
quality as a reason for brand shifting more than
any other reason.
• Among the various brands available in the
markets respondents are using the brand Nirapara
more than any other brand. Eastern, Elite and
Swad was equally ranked, followed by other
brands.
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25. • Price provided by various brand in the market
are not satisfied by the customers. The price
needs to be revised.
• Product is not easily available in some area. So,
it is an opportunity to make the product reach the
customer in a better manner.
• Consumers prefer to by the rice powder
frequently. Those who are using the rice powder
are purchasing the product frequently and some
consumers prefer to by the product occasionally.
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26. • Consumers prefer the quantity of purchase as 1 kg and the
purchase it frequently. So the quantity can be sold in 1 kg,
2 kg, since most sales are done on these quantities.
• Mainly most of the customers are purchasing the rice
powder rather than grinding it at the mill. So, there is a
wide opportunity for the sale of the rice powder.
• Retail shop is mostly preferred by the customers for the
purchase of the rice powder and some portion of the
customers prefer the wholesale shop.
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27. MAJOR SUGGESTIONS
• The company should focus more on the variables like
quality, packaging, availability, advertisement, price offer
etc. Because it is all these variables are highly influenced
by the consumers and retailers.
• The product should be available to the customer in the
reach. It should be available in the local areas as well as
popular areas. If the product is available in all areas,
consumers prefer to by that brand.
27

28. • Introduce more retail outlets and make it easy
availability. The promotional strategy of exhibition and
offers and schemes is needed to be improved.
• Customer prefer to buy the product frequently. So, the
availability of the product is to be ensured for a better
sale and to create a better brand image. It should be
available in 1 kg and 2 kg.
28

29. • Price provided by various brand in the market
are not satisfied by the customers. The price
needs to be revised. If the price is too high
people won’t prefer to buy it and they will
prefer to grind it and it will lose the market.
Since the company is having the mill it will be
possible to sell the rice powder at better price so
it should be also considered.
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30. CONCLUSION
• From the findings of this study, it is evident that
brand for the rice powder evolved over time.
• Price is an important factor needs to be
considered.
• Market is changing and people are looking for
better products and those company which offer a
better product becomes the market leader.
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31. Cont.
• Based on the findings, it was concluded that there
was a good demand for the product Rice Powder.
Some Brands have high demand in the market,
but even the frequent customers were unaware
about many other brands.
• Those who uses a particular brand prefer to
continue it.
• It is an opportunity for our company to emerge in
the market.
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32. Any Questions…
???

33. Thank You