summer internship project report on KERA

2.  The Kerala Karshaka Sahakarana Federation
Limited (KERAFED) registered in the year 1987
 The primary objective of KERAFED is to organize
coconut growers by bringing them under the co-
operative umbrella and to provide them with
supplies and services to augment their income
base by increased productivity and value additions

3.  For effective functioning the state standards
divided into three regions. The southern
region consists of the revenue districts.
Trivandrum, Kollam, Pathanamthitta and
Alappuzha. The northern region consists of
Malpurram, Kozhikkode, Wayanad, Kannur,
Idukki, Ernakulam, Thrissur, and Palakkad
districts
 Farmer Friendly Organization

4.  VISION
 Being the leader of best quality coconut
oil. It has a vision to provide best value to
the coconut farmers and healthy oil to the
consumers.
 MISSION
 Be the best quality producer of coconut oil

5.  The products which are mainly produced in Kerafed are
 Kera Oil
The oil is packed in a number of tins, cans and bottles.
◦ 15 Kg tin
◦ 5 Kg can
◦ 1 litre PET (Poly Ekylene Teri- thalate) bottle.
◦ 1 litre pouch
◦ 500ml PET bottle
◦ 500ml Pouch
 Kera Gold
This oil is mainly exported in the foreign countries like
Dubai. This is specially processed oil from selected cups of copra
which has got below 0.5 FFA (Free Fatty Acid). This is the one
factor why it is been exported.

6.  Kera Kesh
This product is a hair oil which is
produced by mixing kera coconut oil with selected
herbal extracts.Out of these products kera oil is the
only product that is been continuously produced.
The customers demand for this product is also
high.
 Kera Popular and Agmark
 These are two important products of Kerafed. Kera
Agmark’s can be getting in one litre packs and
kera- popular is available in 500 ml, 5 Kg, 1000ml
pouches.
 Copra cake
 This is the cake from the oil extraction process. The
sale of cake is made when the stock reaches at a
particular level. The sale is made to a person who
quotes highest price. This is sold in sacks/ bags.

7.  To measure the extent of brand awareness of
Kera.
 To get a clear cut idea about the brand
building techniques used by Kera coconut oil.
 To find out the attitudes of public towards
the product.
 To determine the factors that influences the
public in purchasing their present brand.
 To find out whether the respondents are
satisfied with the features of Kera coconut oil.

8.  RESEARCH DESIGN
This study is said to be of descriptive nature
because the study aims to describe the
characteristics of consumers as well as to
determine the perceptions of product
characteristics.
 RESEARCH APPROACH
 The approach used in the study is survey method.
Research approach includes surveys through
structured questionnaires, personal interviews etc.

9.  RESEARCH INSTRUMENT
 The research instrument used in this survey is
questionnaire
 RESEARCH PERIOD
duration of the project work is limited to 7 WEEK
 DATA SOURCE
 PRIMARY DATA -The primary data was collected
through a structured questionnaire.
 SECONDARY DATA –The secondary data were
collected from:
 Company files and Reports.
 Annual reports and Brochures of the company.
 Business journals and Magazines

10.  SAMPLE UNIT - the sampling unit taken is the
consumers of KERAFED
 SAMPLE SIZE - the sample size taken for the
study is 100 respondents
 SAMPLING PROCEDURE - Convenience
sampling method, which comes under Non-
probability sampling techniques, is adopted
to obtain a sample of convenient elements
 TOOLS FOR ANALYSIS

 Percentage Analysis
 Spearman’s rank correlation
 Chi square test.

11. It is clear that the age between30-40, they are the majority
customers of kera, and below 20 age customers are the least.
0
5
10
15
20
25
30
35
40
Below 20 20-30 30-40 Above 40
.

12. Majority customers of kera is female(68%)
and above 32% customers are male
0
10
20
30
40
50
60
70
Male Female

13. Most of the customers of kera are govt: employees
(33%), 28% are business peoples, 19 peoples are daily
workers and remaining are other occupational
categories.
0 5 10 15 20 25 30 35
Govt. employee
Business
Daily worker
Others

14. More than 50% buyers of kera product
have an income of more than 15000, 18%
have below 10000 as their income.
0
5
10
15
20
25
30
35
Below 10000 10000-15000 15000-20000 Above 20000

15. It is clear that above 60% percent of the
respondents are using coconut oil.
About26% of the respondents are using
sunflower oil.
0
10
20
30
40
50
60
Coconut oil
Gingerly oil
Palm oil
Sunflower oil
Others

16. Among the responses, more than 50
percent of the respondents prefer
branded oils. Approximately 38 percent
of the respondents prefer unbranded oils.
0
10
20
30
40
50
60
Branded
Unbranded
Other type of oil

17. Nearly 50% of the respondents think that
KPL is the main competitor for kera
coconut oil. 39% respondents states that
parachute is the competitive brand to
kera
0
5
10
15
20
25
30
35
40
45
50
Shalimar Thejas Parachute KPL Shudi Nihar

18. It can be inferred that the positive attitudes of
respondents towards the statement is about
more than 80%. That is it can be seen that
majority of the respondents are satisfied with the
brand of oil they are presently using .
0
5
10
15
20
25
30
35
40
45
Strongly agree Agree Neutral Disagree Strongly disagree

19. It is clear that more than 60 percent of the
respondents gauge quality as the attracting factor
to buy the brand they are using presently. Price
seems to be an attractive factor to only a minority,
i.e. 9 percent of respondents.
Price
9%
Package
11%
Quality
61%
Advertisements
4%
Availability
15%
Others
0%

20. It can be seen that above 36 percent of the
respondents came to know about the brand kera
through the displays at the shop. Advertisements and
company outlets are also played a vital role in
creating brand awareness of kera among the public.
0
5
10
15
20
25
30
35
40
Friends & Relatives
Advertisements
Display at shops
Company bulletins
Company outlets

21. It can be seen that majority of the respondents are
satisfied very much with the brand name of Kera. And
nearly 5% of the respondents are of the opinion that
the brand name of Kera is poor.
0
5
10
15
20
25
30
35
40
45
Strongly agree
Agree
Neutral
Disagree
Strongly disagree

22. None of the respondents hold the opinion that the
quality of Kera is poor. 40% percent of the
respondents are of the opinion that the quality of Kera
is excellent. More than 29 percent of the respondents
argue that the quality of Kera is very good
0
5
10
15
20
25
30
35
40
Strongly agree Agree Neutral Disagree Strongly disagree

23. More than 80% percent of the respondents are of the
opinion that Kera is priced satisfactorily. Only a minority,
i.e. nearly 14 percent of the respondents gave other
responses
0
10
20
30
40
50
60
70
80
90
Strongly agree Agree Neutral Disagree Strongly disagree

24. We can gauge that the percentage of respondents
who are aware of other products under brand name
Kera except Keragem Kesamrith are 35%, 20% and
20%.
Kerakesh
35%
Keragem kesamrith
25%
Kera chutney mix
20%
Kera curry mix
20%

25. The respondent’s opinion with respect to the company outlet for
promoting the brand are above 50% of the customers said it is very
important, above 21% of the customers said it is moderately
important, about17% of the customers said it is important and
remaining 10% of the customers said it is less important,. This
show that majority of the customers said that for promoting the
brand is very important.
0 10 20 30 40 50 60
Strongly agree
Agree
Neutral
Disagree
Strongly disagree

26. The respondent’s opinion with respect to my interest to improvisation
of the brand kera are 58% of the customers strongly agree, 23% of the
customers comment agree, 11% of the response neutrally, and
remaining 8% of the customers disagree with it,. This show that
majority of the customers said that brand improvisation is very
important.
0 10 20 30 40 50 60
Strongly agree
Agree
Neutral
Disagree
Strongly disagree

27. The percentage of respondents opinion that the
package of Kera is seems to be nearly 23% strongly
state that the package is attractive, 39% agree with
package, and about 17% of the respondents don’t like
the package of kera
0
5
10
15
20
25
30
35
40
Strongly agree Agree Neutral Disagree Strongly
disagree

28. It can be inferred that 57% of the respondents hold
the opinion that the advertisements of Kera is
good. About 25% of the respondents are of the
opinion that the advertisements of Kera are not
effective.
0 5 10 15 20 25 30 35
Strongly agree
Agree
Neutral
Disagree
Strongly disagree

29. Majority of the respondents hold the view that TV is
an effective medium for advertisement. Also a good
majority support newspaper as a good medium.
0
10
20
30
40
50
60
TV Magazines Radio Newspapers Others

30. The interpretation is that about 88% of the
respondents say that they will recommend
their brand to others and about 12% of the
respondents say that they will not recommend
their brand to others
0
10
20
30
40
50
60
70
80
90
Yes No

31. X RX Y RY D=RX-Ry D2
15 3 32 1 2 4
35 2 25 2 0 0
45 1 17 3 -2 4
5 4 14 4 0 1
0 5 11 5 4 16
D2=25
CORRELATION TEST
To show the degree of relationship between the effectiveness of advertisement and brand name.
Relationship between advertisement and brand name
Where X = Effectiveness of advertisement
RX = Ranks of effectiveness of advertisement.
Y = Opinion regarding brand name
RY = Ranks of opinion regarding brand name

32. R = 1 - 6D2
n(n2 -1)
Here n=5; D2= 22;
R = 1 - 6×25
5(52- 1)
= -0.25
The coefficient or rank correlation states that the
effectiveness of advertisement and opinion regarding
the brand name are negatively correlated. That is, the
opinions regarding the advertisement and brand name
are not similar, i.e. there exists a negative correlation.

33. Attributes Opinion Total
Strongly
agree
Agree Neutral Disagree Strongly
Disagree
Price 5 81 9 2 3 100
Quality 40 32 28 0 0 100
Customer
satisfaction
42 41 17 0 0 100
Total 87 154 54 2 3 300
1.CHI-SQUARE TEST
Chi-square test is a non-parametric test which is used when distribution of population is not
known and when nominal data is analyzed.Chi-square test is done using the formula
(χ2) =∑ [(O – E) 2/E]
Here, O= Observed frequencies, E= Expected frequencies
H0 : Price, quality and customer satisfaction are independent.
H1 :Price, quality and customer satisfaction are not independent

34. O E O-E (O-E)2 (O-E)2/E
5 29 -24 576 19.86
81 51.33 29.67 880.31 17.15
9 18 -9 81 4.5
2 .67 1.33 1.77 2.64
3 1 2 4 4
40 29 11 121 4.17
32 51.33 -19.33 373.65 7.28
28 18 10 100 5.56
0 .67 -.67 .45 0.67
0 1 -1 1 1
42 29 13 169 5.83
41 51.33 -10.33 106.71 2.08
17 18 1 1 0.06
0 .67 -.67 .45 0.67
0 1 -1 1 1
TOTAL 76.47
Table No 4.3.1: Chi-square analysis table showing the relationship betweenprice, quality and customer satisfac
Calculated value = 76.47
Degree of freedom = (c-1)*(r-1)
= (3-1)*(5-1)
= 8
Table value for degree of freedom at 5% level of significance is 15.507

35. INFERENCE:
The researcher had applied chi - square test (χ2)
to prove statistically whether there is any significant
relationship between the variables used for the study.
When tested at 5% level of significance, it is found that
the table value is less than the calculated value. Null
hypothesis is rejected.
i.e; CV > TV. So we accept H1.
Hence, it is concluded that the price, quality, and
customer satisfaction are interdependent with each
other.

36. Strongly
agree
Agree
Neutra
l
Disagree
Strongly
disagree
Weights (5) (4) (3) (2) (1)
Brand promotion through
outlet
51 22 17 10 0
Brand promotion through
package
23 39 21 9 8
Brand promotion through
advertisement
32 25 17 14 11
Source: Primary Data
Weighted average = WX
W
W = 5+4+3+2+1
=15
51*5+22*4+17*3+10*2+0 = 428
15 15
=27.6
WEIGHTED AVERAGE RANK CORRELATION TEST

37. 23*5+31*4+29*3+9*2+8*0 = 362
 15 15
 = 24
32*5+25*4+17*3+14*2+11*0 = 350
 15 15
 =23.33
 In this analysis we can find that the brand awareness mainly
promoted through the outlets of kera, so the brand
promotion through outlet have first rank, second rank goes to
attractiveness of package, and least rank goes to
advertisement.

38. More than 50% of customer’s age were below 40.
Most of the Kera customers are females.
The government employees are the major
customers of Kera, and the business peoples are
the another important buyers.
More than 70% of customers having an income of
above 10000.
More than half of the respondents commonly use
coconut oil.
Most of the respondents prefer branded oil. Only a
small amount of respondents prefer unbranded or
any other types of oil.

39. Majority of respondents states that KPL shudhi is the most
competitive brand to kera.
From the study, it can be inferred that a major fraction of
the respondents are satisfied with the brand they are using
presently.
For more than half of the respondents quality seems to be
the factor that attracted the public to purchase the brand
they are using presently.
Nearly half of the respondents came to know about Kera
through displays at shops.
More than one fourth of the respondents are of the opinion
that the brand name of kera is good.
Nearly half of the respondents are agree that the quality of
kera is good.
A greater number of the respondents are of the opinion that
the pricing of kera is good.
From the responses, it can be inferred that all the
respondents have an idea about the other products of kera.

40. More than 70% of respondents state that the
company outlets are helps to promote the brand.
A greater number of of the respondent opinion that
the kera brand need improvisation.
More than half of the respondents are of the
opinion that the package of kera is attractive.
Majority of the respondents have the opinion that
the advertisements of Kera are not effective.
Major proportion of respondents holds the view that
TV is an effective medium for advertisements

41.  Majority of the advertisements should be made
through outdoor ads and TV.
 Since, quality seems to be an attractive factor to
purchase a particular brand, kera should keep the
quality which it possess presently.
 Price of the product should be reduced for attracting
the public.
 More outlets under kera should be introduced.
 In order to improve the brand awareness various
activities like sponsorships etc should be undertaken
or should be continued.
 Adopting new technologies such as internet and
social medias to build the brand awareness