A STUDY ON CUSTOMER SATISFACTION OF NAGA PRODUCTS & MARKET POTENTIAL TOWARDS NAGA FROZEN CHAPATI & PARATHA ,DINDIGUL DISTRICT

A STUDY ON CUSTOMER SATISFACTION OF NAGA PRODUCTS &
MARKET POTENTIAL TOWARDS NAGA FROZEN CHAPATI
& PARATHA, DINDIGUL DISTRICT
A PROJECT REPORT
Submitted by
B.YAMUNA

TABLE OF CONTENTS
SL. No. CONTENTS PAGE NO.
1 Abstract I
2 List of Tables II
3 List of Charts III
CHAPTERS IV
Introduction and Design of the study
1.1 Introduction to the study 1
CHAPTER - I 1.2 Statement of the Problem 5
1.3 Review of Literature 6
1.4 Objectives of the Study 11
1.5 Research Methodology 12
Industry & Company Profile
CHAPTER - II
2.1 Industry profile 17
2.2 Company profile 19
CHAPTER - III Data Analysis and Interpretation 26
Summary of Findings, Suggestions and Conclusion
CHAPTER - IV
4.1 Findings 67
4.2 Suggestions 69
4.3 Conclusion 70
Appendices
References

ABSTRACT
The study entitled “A STUDY ON CUSTOMER SATISFACTION OF NAGA
PRODUCTS & MARKET POTENTIAL TOWARDS NAGA FROZEN CHAPATI &
PARATHA ,DINDIGUL DISTRICT”. This study was undertaken to know the satisfaction level of
customers and market potential for frozen chapatti and paratha.
The purpose of this study is to explore and study the market for frozen chapatti and
paratha products in DINDIGUL. To find out what are the influential factors determine the market
for such products. People attitude, income level, life style changes, product availability are taken
into consideration to arrive at the conclusion. Market research will give us insights about the
ongoing potential of the segment and the people preference to such products.
The main objective of this research is to identify the customer satisfaction towards NAGA
products and market potential towards naga frozen chapatti and paratha. Statistical Tools Used
for this research’s are Percentage method, Independent Sample Anova and Chi-Square Test is
used for analysis of data.
The result of the research is presented through tables. Based on the findings of the study,
There by the researcher has suggested naga should focus to increase the distribution through all
rural areas and there is a more market potential availability in dindigul helps to increase the
growth of the future market of Naga.
I

LIST OF TABLES
S.
PARTICULARS
PAGE
NO. NO.
3.1.1 Age of the respondents 26
3.1.2 Gender of the respondents 27
3.1.3 Marital status of the respondents 28
3.1.4 Educational qualification of the respondents 39
3.1.5 Occupational status of the respondents 30
3.1.6 Income (monthly) of the respondents 31
3.1.7 Number of members in the family of the respondents 32
3.1.8 Satisfaction level of the respondents 33
3.1.9 Choice of the respondents 34
3.32.1 Relationship between type of packaging to prefer and 35
Age
3.2.2 Relationship between type of packaging to prefer and 36
Gender
3.2.3 Relationship between type of packaging to prefer with 37
Respect to marital status
Respect to educational qualification
Respect to occupational status
3.2.6 Relationship between packaging to prefer with respect 40
To income (monthly)
Respect to number of members in the family
3.2.8 Relationship between expected factors and age 42
3.2.9 Relationship between expected factors and gender 43
3.2.10 Relationship between expected factors and marital 44
Status
II

3.2.11 Relationship between expected factors and educational 45
Qualification
3.2.12 Relationship between expected factors and 46
Occupational status
3.2.13 Relationship between expected factors and income 47
3.2.14 Relationship between expected factors number of 48
Members in the family
3.3.1 Relationship between factors influence on purchase 49
And age
And gender
And marital status
And educational qualification
And occupational status
And income
And number of members in the family
3.3.8 Relationship between customer expectations and age 61
3.3.9 Relationship between customer expectations and 63
Gender
3.3.10 Relationship between customer expectations and 65
Marital status
III

LIST OF CHARTS
S.
PARTICULARS
PAGE
NO. NO.
3.1.1 Age of the respondents 26
3.1.2 Gender of the respondents 27
3.1.3 Marital status of the respondents 28
3.1.4 Educational qualification of the respondents 39
3.1.5 Occupational status of the respondents 30
3.1.6 Income (monthly) of the respondents 31
3.1.7 Number of members in the family of the 32
Respondents
3.1.8 Satisfaction level of the respondents 33
3.1.9 Choice of the respondents 34
IV

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CHAPTER - I
INTRODUCTION AND DESIGN OF THE STUDY
1.1. INTRODUCTION TO CUSTOMER SATISFACTION & MARKET POTENTIAL
Indian cooking and lifestyle have undergone tremendous changes for the last 15 years.
There are many major factors impacts this change are include, liberalization policy, dual income,
separate living of couples, Innovative kitchen applications, Media proliferation etc. The cooking
style and eating habits in India varies drastically from southern part of India to northern part of
India. Due to lifestyle pressure now-a-days people prefer easy short way of cooking food rather
spending too much time on spending in cooking. Non-availability of raw materials to prepare
masala and tedious process involved in doing so, has influenced people to choose such products.
There is no specific category and market potential for these products.
The product portfolio varies from noodles,pasta,chips,dairyproducts,fish& meat
products,ready cooking dosa,parota items, masala dishes, precooked dishes like froze chapatti
and paratha etc. There are peoples, who are migrating to cities for job and education and these
people have find the Ready-to-eat and Frozen products are comfortable to eat rather than
depending on restaurants and stores. Most of the dual income (both husband and wife are office
goers) families want to spend much less time on cooking because of less availability of time.
During weekends they want to spend time with their kids and outing, whereas in weekdays the
office duration is large and these factors forced them to go for buying such products. Other
factors influences this products is availability of different flavours and dishes.
Consumers who are looking for different dishes and flavours now depend on these
products. This products brings variety to their eating’s and palatable too. There is no conclusion
which one precedes-whether the availability or taste or time constraint,all these factors
complement each other in driving these products. When India becomes the hub of many
multinationals and there is a rapid change in people lifestyles. Modernization, majority of young
population, Knowledgeable consumers, will make an impact on these products. Due to raise in
literary levels, proliferation of communication technology, consumers are becoming more aware
of the foods they intake and they take decision based on the wealth of resources available.

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Freezingfood preserves it from the time it is prepared to the time it is eaten. Since early times,
farmers, fishermen, and trappers have preserved their game and produce in unheated buildings
during the winter season. Freezing food slows down decomposition by turning residual moisture
into ice, inhibiting the growth of most bacterial species. In the food commodity industry, there
are two processes: mechanical and cryogenic (or flash freezing). The freezing kinetics is
important to preserve the food quality and texture. Quicker freezing generates smaller ice crystals
and maintains cellular structure. Cryogenic freezing is the quickest freezing technology available
due to the ultra-low liquid nitrogen temperature −196 °C (−320 °F).
Preserving food in domestic kitchens during the 20th and 21st centuries is achieved using
household freezers. Accepted advice to householders was to freeze food on the day of purchase.
An initiative by a supermarket group in 2012 (backed by the UK's Waste & Resources Action
Programme) promotes advising the freezing of food "as soon as possible up to the product's 'use
by' date". The Food Standards Agency was reported as supporting the change, providing the food
had been stored correctly up to that time.
INDIA is one of the world's largest food producers, yet branded foods account for an
inconsequential proportion. Among the various food industry segments, the largest is wheat.
Estimates of the industry's sizevary,but it is generally put at around Rs.80,000crores. This
estimate may be far off the mark, but there is no disputing the Indian market's vastness for mass
consumption items such as wheat products. Considering the industry's size and low brand
penetration, international giant shave set their sights on then ascent Indian market for branded
wheat products biscuits,breads,packaged attained innovations such as chapattis and parathas. The
domestic branded atta market is currently growing by around 25 percent annually.
Customer is the key role in any business, without any customer it’s difficult to do
business, and that’s the fact. It’s necessary to work closely with your customer. Because
customer can also create your business.
Customer is the major part of business and also in the market. Market where buyers and
sellers meat. Business runs through customer, without the customer there is no business.
Satisfaction is an individual feeling of pleasure or the disappointment, if their expectation level
meats, their level of satisfaction also increasing but if not then disappointment comes. Customer

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satisfaction is very important for every organization; either they are service sector or the privet
sector. It’s not every time to satisfy your customers. Since there are so many customers using
products. And every customer uses it differently, take it differently, and speak it differently.
The most dangerous part for any organization is word of mouth. You can’t stop every
person’s mouth, even if you give your best of best, they still argue on your products which are
not good for some time. Some customer likes your products and after use they speak good words
for the product. But some use your product, and speak wrong word of mouth for the product.
CUSTOMER SATISFACTION
According to Zairi (2000) the feeling of pleasure and expectation fulfillment is known as
Satisfaction. If the product will not satisfied customer feelings they will be dissatisfied, and if
product satisfied them after the use customer will be satisfied and become loyal to that product or
brand. In other words customer satisfaction is goods or services which fulfill the customer
expectation in terms of quality and service for which he paid. If Customer satisfaction develops
they will become loyal to that product or brand and their loyalty will be good for the company in
sense as a Profit. Customer satisfaction is the part of marketing and play important role in the
market. In any organization satisfaction of customer is more important, because if your customer
is satisfied with your services or products, your position will be good in the market.
MARKET POTENTIAL
Market potential is the entire size of the market for a product at a specific time. It
represents the upper limits of the market for a product. Market potential is usually measured
either by sales value or sales volume. For example, the market potential for ten speed bicycles
may be worth $5,000,000 in sales each year.
On the other hand, the market potential for motorcycles may be 500,000 units each year,
which is a measure of sales volume rather than sales value. Keep in mind that market potential is
just a snapshot in time.
It's a fluid number that changes with the economic environment. For example, rising and falling
interest rates will affect the demand for products that are typically financed, like cars and houses.

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Market potential is nothing but to collect, classify, study the company sales data.
Collection of data is not part of analytical part, but it vitally affect the quality of the sales
analysis. Market potential is generally based on data already in existence
Market Potential Analysis:
This is an important aspect of marketing since one has to do market research related to
their industry product which can be business to consumer or business to business. Market
potential is basically carried out to know the strength in the industry also to allocate the target to
the sales force based on optimum market research which normally includes the customer
requirement, there expansion plans, investment etc. With optimum information sales manager
knows the amount of investment a company is going to make for the coming years. Based on this
authentic information a company can take steps.
Determining the market potential of a product is part of a successful marketing process
and requires marketing research. we'll need to examine at least three factors that will determine
whether the market potential of our product is worth the investment. we need to analyze our
potential customer base, analyze our competition and analyze the current environmental
conditions that may affect market potential.
Before going for market potential analysis we need to initially know on which products you are
carrying out market potential and then go for it. Market potential is carried out by visiting to our
customer or consumer site asking them questions about our products.

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1.2.STATEMENT OF THE PROBLEM
To study oncustomer satisfaction and expectation to know who the customer are
what they want how they use and react of the product. To reveals to the manufacture about the
preferences, likes, choices of different peoples gain knowledge about factors influencing the
consumer to prefer a particular brand and problems faced by them on using such brand and so on.
Today, a lot of frozen food products are producing companies have started manufacturing
frozen foods like frozen chapatti and paratha products all over the world.For large scale under the
brand name of Naga.It is essential to study about the customer satisfaction of existing naga
products and expectations towards frozen chapatti and paratha, this interest makes the researcher
to take up the research study entitled.

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1.2. REVIEW OF LITERATURE
The frozen food market in India, currently estimated at Rs. 128 crore (2006) is
expected to expand to reach Rs. 2,900 crore by 2015, according to an analysis done by Tata
Strategic Management Group (TSMG). In its analysis, TSMG said that the factors contributing to
the growth would be changes like cold chain development, disintermediation, streamlining of
taxation, economies of scale on the supply side, coupled with increasing disposable incomes,
diminishing culinary skills and the need for convenience on the demand side. The report also
highlights that the frozen food market in India has remained under-penetrated owing to factors
such as consumers’ penchant for freshness, low affordability and the Indian housewife’s
preference for home-cooked food.
According to Berry and Parasuraman (1991),argue that since customers’ satisfaction is
influenced by the availability of customer services, the provision of quality customer service has
become a major concern of all businesses. Customer satisfaction is typically defined as a post
consumption evaluative judgement concerning a specific product or service.It is the result of an
evaluative process that contrasts pre-purchase expectations with perceptions of performance during
and after the consumption experience. Anton (1996) offers more elaboration: “customer
satisfaction as a state of mind in which the customer’s needs, wants and expectations throughout
the product or service life have been met or exceeded, resulting in subsequent repurchase and
loyalty”.
Roberts and Wortzel (1979) in the it study, titled“ New Life-style determinants of
women’s food shopping behaviour” have used life-style variables as predictors of food shopping
behaviour. It has been concluded that women’s participation in the labour force have
significantly focused attention on changing life-styles and consumption patterns. Schroder and
McEachern(2005) in their research ,titled “Ready-to-eat/Frozen food s and ethical consumer
value a focus on McDonald’s and KFC” aims to investigate the effect of communicating
corporate social responsibility (CSR) initiatives to young consumers in the UK on their fast-food
purchasing with reference to McDonald’s and Kentuchy Fried Chicken (KFC) It has been
concluded by the authors that Ready-to-eat/Frozen food has been perceived as convenient but
unhealthy and therefore Ready-to-eat/Frozen food companies can no longer rely on convenience
as USP unless the implications of same on consumers health is given equal importance.

7
Nayga and Capps (1986-1998) in their study titled “Determinants of food away from
home consumption: An Update” identified several socio economic and demographic
characteristics of individuals who have consumed food away from home using 1987-1988
national food consumption survey. The analysis was performed using logit analysis. The
significant characteristics have been race, ethnicity, employment status, food stamp participation,
seasonality, household size, age, income and frequency of consumption.
Jackson and McDaniel (1985) in their research titled “Food shopping and preparation:
psychographic differences of working wives and housewives” explores various psychographic
characteristics exhibited by working wives as opposed to housewives in food shopping and food
preparation by comparing responses of 246 working wives and 181 housewives to several food
shopping and preparation related psychographic statements. Results have revealed that working
wives have a greater dislike for food shopping and cooking and also exhibited a tendency to be
less concerned with the impact of their food shopping and preparation activities on other family
members vis-à-vis nonworking wives.
E. Carrillo(2011) investigated consumers' factors underlying food choice and their
attitudes toward healthy eating. The participants completed a questionnaire composed by two
parts. The first one was based on the Food Choice Questionnaire where the mean scores and
factor analyses pointed to “sensory appeal,” “price” and “convenience” as the most important
factors in Spaniards' food choice. The second part of the questionnaire asked about the
consumption frequencies of different kind of foods and revealed dairy products as the most
consumed ones. Furthermore, foods with specific health-promoting ingredients exhibited low
consumption frequency, most likely motivated by the low interest or knowledge about their
health benefits.
Knowing the main factors underlying consumers' food choice provides important
information for having a better understanding of consumers' interest and attitudes toward healthy
eating, as well as their concerns about factors involving purchase decision. Knowledge about
perceptions toward healthy foods is useful for researchers, producer, manufacturers and health
professionals as a first step to design public health policies and consumer education strategies.

8
In addition, the methodology used in the present study with potential application to any
kind of population, establishes relationships between consumers perception and food
consumption behavior for Spanish consumers.
Steptoe, M.Pollard and Wardle (1995) in their research work,titled “Development of a
Measure of the Motives underlying the selection of food:the Food Choice Questionnaire” have
developed a food choice questionnaire using Factor Analysis of responses from a sample of 358
adults ranging in age from 18-87 years.The authors have determined Health,mood,
convenience,sensoryappeal,naturalcontent,price,weightcontrol,familiarity and ethical concern as
the prime motives of food choice and have also evaluated the differences in these motives with
respect to sex,age and income.
Binkley(2006) in his research titled “ The effect of demographic, economic and nutrition
factors on frequency of food away from home” has used a model explaining visits to table
service and Ready-to-eat/Frozen food restaurants that are estimated with nutrition variables added to
standard demographic measures ,wherein nutrition factors have less impact on table service. However
the frequency of consumers very conscious of nutrition factors is significantly very less to table
service and Ready-to-eat/Frozen food restaurants vis-à-vis others.Manchestor and Clauson(1995) in
their work titled “ 1994 Spending for Food Away from Home outpaces Food at Home ” have
analyzed how food expenditure has significantly increased on eating out.
Nayga and Capps(1986-1998)l in their study titled “ Determinants of Food away
From Home Consumption: An Update” identified several socio economic and demographic
characteristics of individuals who have consumed food away from home using 1987-1988
national food consumption survey.The analysis was performed using logit analysis. The
significant characteristics have been race,ethnicity, employment status,food stamp
participation,seasonality,householdsize,age,income and frequency of consumption.
Consumers has become increasingly apparent, given their general food habits and
behavior, Particularly during adolescence and analyzed that the interaction between young
consumers' food preferences and their nutritional awareness behaviour, within three
environments(home, school and social).The results indicated that the perceived dominance of
home, school and social interaction appears to be somewhat overshadowed by the young

9
consumers, whiled eveloping an 'independence' trait, particularly during the adolescent years. The
authors suggested that food preferences are often of a' fast food 'type and consequently the food
habits of many young consumers may fuel the consumption of poorly nutritionally balanced
meals. While young consumers were aware of healthy eating, their food preference behaviour did
not always appear to reflect such knowledge, particularly within the school and social
environments.
According to the WHO, India has been dubbed as Diabetic capital of the world with 37
million diabetics out of 150 million diabetics in the world. Raghavan (2003) in his
research,titled “Food in a Globalised World” has concluded that food is a means of life but it has
become meaningful investment for business. There is huge gap in food and health related
research in Indian context despite obesity almost being an epidemic in metropolitan cities like
Delhi, Mumbai, Bangalore,Kolkata and gradually rising in other urban areas too. It is an attempt
of mine to analyse in Indian context the determinants and implications of consumers food choice
particularly towards Ready-to-eat/Frozen food and discussing policy implications for the same.
Rees (1992), in his study observed that the factors influencing the consumers’choice
of food are flavour, appearance and advertising. Demographic and household role changes and
the introduction of microwave ovens have produced changes in eating habits. Vigorous sale of
chilled and other prepared foods is because of the attitude of large number of working wives and
single people who prefer convenience. Development in retailing with concentration of eighty
percent of food sales in Supermarkets is also considered to be an important factor. Consumers are
highly responding to messages regarding safety and health. They are highly concerned about the
way in which food are produced and want safe, natural and high quality food at a reasonable
price.
Usha (2007) has made an attempt to analyze the existing buying behaviour of
Instant/frozen Food Products by individual households and to predict the demand for Instant
Food Products in Kolar district. The study found that there is a general perception among the
consumers that Instant/frozen Food Products are expensive than home made products. About
96.11 per cent consumers of Dosa/Idli mix and more than half of consumers of pickles and
Sambar masala prepared their own home made products. Low cost of home preparation and

10
differences in tastes were the major reasons for non-consumption, whereas ready availability and
time saving of preparation were the reasons for consuming instant food products. Retail shops are
the major source of information and source of purchase of Instant Food Products.
The average monthly expenditure on Instant/frozen Food Products was found to be
highest in higher income groups. The average per capita purchase and per capita expenditure on
Instant food Products had a positive relationship with income of households. Housewives were
the major decision makers on consumption of Instant Food Products. Most of the Dosa/Idli mix
consumers found to be medium loyal and majority of pickles and Sambar masala consumers
belonged to higher loyalty group. High price and poor taste were the reasons for not purchasing
certain brand whereas best quality, retailers influence and ready availability were considered for
preferring other brand of products by the consumers. Among branded products, MTR brand of
Dosa/Idli mix, Chinnis and MN brands of pickles and Everest and MTR brands of Sambar masala
were highly preferred by the consumers.
Yee and Young (2001), aimed to create awareness of high fat content of pies, studied
consumer and producer awareness about nutrition labeling on packaging. For this, seven leading
pie brands were analyzed for fat content and are ranged from 7.1 to 19.2% fat. Potato topped or
cottage pies had the lowest fat content (7.1-9.2% fat). Most pies did not display nutritional
labeling on packaging. Over half of the consumers (52%) who responded to the survey (42%
response rate) were aware of the campaign. The study was successful at raising consumer
awareness about the high fat content of pies and influencing the food environment with a greater
availability of lower fat pies. It is possible to produce acceptable lower fat pies and food
companies should be encouraged to make small changes to the fat content of food products like
pies. Potato topped pies are lower in fat and are widely available. Regular pie eaters could be
encouraged to select these as a lower fat option.

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1.3. OBJECTIVES OF THE STUDY
1. To identify the expectations of customer needs towards frozen chapatti and paratha.
2. To study the factors those are influencing purchase decision market for frozen chapatti.
3. To study the customer opinions for existing naga products.
4. To find out the satisfaction level of customers.

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1.4. RESEARCH METHODOLOGY
Research methodology is a way to systematically solve the research problems. It may be
understood as a science of studying how research is done scientifically. The research
methodology adopted for the present study has been systematic and was done in accordance to
the objectives set, which has been discussed in earlier pages.
1.4.1. Types of research design
Research Design
A research is the arrangement of condition for collection and analysis of data in a manner
that aims to combine relevance to the purpose with economy in procedure.
Research method
This research is descriptive in nature as the study aims to find out the consumer
expectation and needs towards frozen chapatti and paratha, also find out customer satisfaction of
existing naga products. The study is carried out the naturalistic observation and survey
questioning, which are attributes of descriptive research.
1.4.2. Hypothesis
Ho : There is no difference between the promotional activities done by the various
products.
H1 : There is a significant difference with respect to promotional activities done by
various products. To test this hypothesis, the first step is torank each of the product across
samples. Then assigning the largest score the rank 1, the next largest score the rank 2 and so on.
Find H statistic by using the following formula:
Where, N = The total number of respondent in k samples;

Ni = The number of respondents in ith sample ;and
Ri = The sum of ranks for ith
sample. By referring H table the significance of H
statistics is determined.
Ri = The sum of ranks for i
th
sample. By referring H table the significance of H
statistics is determined.
1.4.3. Source of Data
1) Primary data: primary data is been collected through one to one interview. Primary data
consist of original information collected for specific purpose. This project relied on the
response of the employees and customers. Structured undisguised questionnaire was used
to collect the primary data.
2) Secondary data: secondary data is been collected from internet.Secondary data consists of
information that already exists somewhere having been for some other purpose, The
secondary data is obtained from the company annual report, Text books, Internet and
Journals.
Data Collection technique
Collection of data for the purpose of the research study is in the form of primary data and
secondary data, as the study being empirical in nature. Primary data includes expert’s
suggestions, executive’s opinion, face-to-face interviews, and survey questionnaires.
Questionnaires were collected based on the sampling technique from consumer behaviour about
the FMCGs product.
The interviews that took take place with the consumer. Further, secondary data sources
include focus group transcripts, observation records, research related documents, published
books, article, newspapers, published, and unpublished research work of various institutions.
1.4.4. Methods of data collection
Collection of Data
Data collection is one of the most important aspects in the research design. The interview
schedule was used to collect the primary data. This study was conducted for one and half month
in Dindigul District.

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Questionnaire Design
Structured Questionnaire was used as an instrument for collecting information from the
individuals. Proper care was taken to ensure that the information needs match the objectives, the
basic cardinal rules of Questionnaire design like using simple and clear words, the logical and
sequential arrangement of questions has been taken care of.
1.4.5. Sampling process/ techniques
Sampling Design
Since the population of consumers of the customers is Large in number, It was unable to
collect informationfrom all individuals due to limitation of time, hence part of the population is
taken for collecting data, analyzing and generating the findings.
Sample size identification
Here are the formulas used in our Sample Size Calculator:
*Sample Size Ss= Z
2
* (P) * (1-P)
C 2
Where,
Z = Z value (e.g. 1.96 for 95% confidence level)
P = Percentage picking a choice, expressed as decimal
(.5 used for sample size needed)
C = Confidence interval, expressed as decimal (e.g., .04 = ±4)
Determine Sample Size Confidence Level: 95% 99%
Confidence Interval: 0.5% Population: 2633170 Sample size needed 384
*Sources: (Research methodology methods and techniques by C.R.Kothari)
#Sources: The census 2011 is the 15th national census survey conducted by the census
organization of India. Mr. C. Chandramouli is the commissioner & registrar general of the
Indian 2011 census.

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1.4.6. Statistical tools Used
Data collected was analyzed, tabulated and percentages were calculated by using bar
charts for the purpose of easy understanding.
1) Sampling Method: Convenient Sampling Method
2) Sampling Units: Customers
3) Sample Size: Number of respondents is 112.
1.4.7 Tools Used For Analysis
The following are the important tools used for this study.
 Percentage analysis

 Chi-square analysis

 Anova Table analysis

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1.4.8. Limitations
This study is exploratory and has some limitations that however doesnot liquidate the
purpose of study.Data obtained from the convenience sample and literature reviews has been
generalized for inferring consumption patterns of Indian consumers (population).
The numbers may not totally represent the whole section of the population because of
different backgrounds. Although the study varies in male and female ratio and family members
and May not considered the collective opinion of the family.
Young & Middle age consumers in the age group of 20-50 from dindigul, frequently
visiting the grocery & department stores are given questionnaire and interviewed personally. The
covered people may not represent the whole population and most of them represent female
genders. The cities targeted also many not represent whole south Indian population.

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CHAPTER – II
INDUSTRY AND COMPANY PROFILE
2.1 INDUSTRIAL PROFILE
The food industry is a complex, global collective of diverse businesses that supply most
of the food consumed by the world population. Only subsistence farmers, those who survive on
what they grow, can be considered outside of the scope of the modern foodindustry. Food
preservation involves preventing the growth of bacteria, fungi (such as yeasts), or other micro-
organisms (although some methods work by introducing benign bacteria or fungi to the food), as
well as retarding the oxidation of fats that cause rancidity. Food preservation may also include
processes that inhibit visual deterioration, such as the enzymatic browning reaction in apples after
they are cut during food preparation.
Many processes designed to preserve food will involve a number of food preservation
methods. Preserving fruit by turning it into jam, for example, involves boiling (to reduce the
fruit’s moisture content and to kill bacteria, etc.), sugaring (to prevent their re-growth) and
sealing within an airtight jar (to prevent recontamination). Some traditional methods of
preserving food have been shown to have a lower energy input and carbon footprint, when
compared to modern methods.However, some methods of food preservation are known to create
carcinogens, and in 2015, the International Agency for Research on Cancer of the World Health
Organization classified processed meat, i.e. meat that has undergone salting, curing, fermenting,
and smoking, as "carcinogenic to humans".
Maintaining or creating nutritional value, texture and flavor is an important aspect of food
preservation, although, historically, some methods drastically altered the character of the food
being preserved.

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History
Natural food freezing (using winter frosts) had been in use by tribes in cold climates for
centuries. By 1885 a small number of chicken and geese were being shipped from Russia to
London in insulated cases using this technique.
By March 1899, the "British Refrigeration and Allied Interests" reported that a food
importing business, "Baerselman Bros", was shipping some 200,000 frozen geese and chickens
per week from three Russian depots to New Star Wharf, Lower Shadwell, London over three or
four winter months. This trade in frozen food was enabled by the introduction of Linde cold air
freezing plants in three Russian depots and the London warehouse. The Shadwell warehouse
stored the frozen goods until they were shipped to markets in London, Birmingham, Liverpool
and Manchester. The techniques were later expanded into the meat packing industry.
From 1929, Clarence Birdseye introduced "flash freezing" to the American public.
Birdseye first became interested in food freezing during fur-trapping expeditions to Labrador in
1912 and 1916,where he saw the natives use natural freezing to preserve foods. More advanced
attempts include food frozen for Eleanor Roosevelt on her trip to Russia. Other experiments,
involving orange juice, ice cream and vegetables were conducted by the military near the end of
World War II.
Food industry technologies
Modern food production is defined by sophisticated technologies. These include many
areas. Agricultural machinery, originally led by the tractor, has practically eliminated human
labor in many areas of production. Biotechnology is driving much change, in areas as diverse as
agrochemicals, plant breeding and food processing. Many other types of technology are also
involved, to the point where it is hard to find an area that does not have a direct impact on the
food industry. As in other fields, computer technology is also a central force, with computer
networks and specialized software providing the support infrastructure to allow global movement
of the myriad components involved.

19
Indian food industry
Accounting for about 32 per cent of the country's total food market, the food processing
industry is one of the largest industries in India and is ranked fifth in terms of production,
consumption, export and expected growth. The total food production in India is likely to double
in the next 10 years with the country's domestic food market estimated to reach US$ 258 billion
by 2015.
The food processing industry forms an important segment of the Indian economy in terms
of contribution to GDP, employment and investment, and is a major driver in the country's
growth in the near future. This industry contributes as much as 9-10 per cent of GDP in
agriculture and manufacturing sector, according to Mr J P Meena, Additional Secretary, Ministry
of Food Processing Industries (GOI). The Indian food industry stood around Rs 247,680 crore
(US$ 39.03 billion) in 2013 and is expected to grow at a rate of 11 per cent to touch Rs 408,040
crore (US$ 64.31 billion) by 2018. Indian agricultural and processed food exports during April-
May 2014 stood at US$ 3,813.63 million, according to data released by the Agricultural and
Processed Food Products Export Development Authority (APEDA).
2.2.COMPANY PROFILE
A man with a vision, K.Sreenivasan founded the NAGA Group, named after his
beloved wife, Smt. Naga Lakshmi. His firm belief, “to rise above the ordinary”, enabled him in
setting up the first group company under the banner of Naga Lakshmi Flour Mills Pvt. Limited
in 1962. Beginning his career as a trader in 1942, he moved on to become an industrialist in
1962, within a span of two decades
NAGA Group of companies, over the last two decades has metamorphosised itself from
a humble flour milling company to a diversified multi product, multi brand dynamic
organization. The birth of the rising star "NAGA Group" brought in welcome transformation of
a place called "Dindigul" from a little known town to becoming the nerve centre of a business
empire

20
VISION:
The Group have a great vision as said by the founder “to rise above the ordinary”.
The company’s employees and other supportive stakeholders and business collaborators are
also striving to make the vision to be true for the past few decades. And it will continue with
this good reputation and make the dreams of Mr. K.Sreenivasan to make its colors.
MISSION:
The Mission of the company is to build its strong values among the stakeholders and its
valuable customers. The Company follows certain criteria as golden rules.
1) To produce the best
2) Always aiming for the first
3) Thinking like a customer
4) Tomake stakeholders Happy
Their strong belief is that Customers, Vendors, Employees and Stakeholders were the
four pillars on which the company’s strength lies in.
A few milestones achieved during this year include -
5) One of the biggest millers in South India and largest suppliers of wheat
based products to leading MNCs in India
6) Largest suppliers of soaps & detergents to leading MNCs in India
DIVISIONS
NAGA LIMITED FOODS
 With 150,000 tons production per annum, NAGA Limited Foods is one of the
largest wheat milling Companies in South India.

21
 Best equipments manufactured and supplied by Buhler - Switzerland are installed.

 Qualified and experienced millers appointed are always guiding the support staff to
give their best.

 Wheat being the sole raw material is procured from the best wheat growing States
of India. Depending upon the favorable Government policies, import of wheat
from prime foreign source are also done periodically. Arrangement exists for
transportation of wheat from sea ports, railways (for container wagon) and leading
transporters for road carriers.

 This sector has established its businesses for more than three decades. Finished
products constitute sooji, maida, whole wheat flour and bran.

 Immediate future plans include setting up of “fully automated flour mill” – to be
supplied and installed by Buhler – Switzerland.

 Finished products enjoy the reputation of a superior brand name in southern part of
India.

 A few leading multinationals like Hindustan Unilever Ltd., ITC, Britannia,
Parle are some of the names who have been in long association with us
being prime customers who directly source from us for their regular
requirement.

 The manpower employed is at their best in meeting delivery schedules at
short notice.
NAGA LIMITED DETERGENTS
 The factory, inaugurated in 1992, is located in Vedasandur. This Division is one of
the largest manufacturers of high quality detergents, laundry soaps and toilet soap.


 The machinery used is of sophisticated nature with excellent in house technical
expertise for backing up.

 Hindustan Unilever Ltd. (HUL) is one of the leading multinationals who are in
long association being a prime customer since inception.

22
 This Division exclusively caters to the regular requirement of HUL for some of
their leading detergent brands.
NAGA LIMITED CHEMICALS
i. For catering to the needs of fillers for our Detergents Division, grinding unit was set
up in 1995. This Division is capable of grinding calcite, dolomite, china clay,
feldspar, limestone and other minerals.
ii. This Division is having its own captive mines from where raw materials
are procured.
iii. Equipments installed are modern, reliable and environment friendly.
iv. This Division is capable of achieving highest volume of grinding.
v. There is a well-equipped laboratory for measuring best quality standards of the
finished products.
vi. Manpower employed is technically efficient to give optimum results within a
minimum time period.
vii. Major customers include glass factories, ceramic industries, soaps and detergent
unit, paint and paper industries, fertilizer units, besides others.
NAGA LIMITED POWER
i. The Company has adopted environment friendly renewable form of energy for
meeting the power requirements of its various Divisions.
ii. Currently, NAGA Power is happy to announce that it is generating sixty-five lakh
units of power through “wind power” route. This is equivalent to fifty percent of
the total one hundred thirty lakh units consumed by the entire group.
iii. The Company’s objective towards the future is aimed at producing one hundred
percent green energy for meeting the entire power consumption requirement of all
its Divisions.
iv. The Company owns six Wind Mills.
v. Three Wind Mills are supplied by M/s Vestas each having a capacity of 750 KW.

23
Two of the windmills are installed in Pazhuvur (in Nagercoil District) and one
windmill installed in Pattakuruchi (in Thenkasi District).
vi. Two Wind Mills are supplied by M/s Enercon each having a capacity of 800 KW.
Both these windmills are installed in a place known as Dharapuram.
vii. One Wind Mill is supplied by M/s NEPC having a capacity of 225 KW / 40 is
installed in a place known as Panangudi.
NAGA LIMITED RETAIL
Today, the brand NAGA is touching the lives of many customers in some way in the
State of Tamil Nadu as every second biscuit consumed is manufactured out of NAGA maida.
For the future, the brand NAGA is aiming to reach every household kitchen shelf directly
through its range of products viz. sooji, maida, whole-wheat atta and samba rava.
NAGA Retail Division manages over 200 stock keepers in the State covering over 30%
of retail stores. This ensures products are available to the customers on a timely basis and
delivered to the right place at the right time.
Customers are served by well-trained and dedicated staff members who take pride in
the job they do. They keep on striving to forge a close relationship with the customers for
better understanding their needs and then aiming to satisfy those needs in the best possible
manner. Periodic surveys are conducted with regular traders (both wholesalers and retailers)
for constantly improving upon the scope of operations in all spheres aiming for enhanced
customer satisfaction.
Details of the products available under the brand NAGA are as follows:
1) Maida in 3 SKUs -- 1kg,500 grams and 200 grams
2) Sooji (Rava) in 4 SKU’s -- 10kg,1kg, 1/2kg and 200gms
3) Chakki Walla in 4 SKUs -- 10 Kg,5 Kg,1 Kg and 500 gms
4) Samba Rava in 2 SKUs -- 500 gms ,200 gms
5) Samba Rava (Super Fine)
in 2 SKUs -- 500 gms and 200 gms
6) Oats

24
NAGA LIMITED PROPERTY
The Group owns sufficient land and developed properties, spread over different
locations in the State of Tamil Nadu. A few of the property details rented out are as follows:
 NAGA Limited owns a multiplex in Dindigul. This has been given on a long
lease rental to ADLABS.

 Seventy five thousand square foot area in Dindigul, owned by the group, are
given on a long lease rental to Hindustan Uniliver Ltd.

 A large area at Muthupetai is given on lease to raise shrimps every year on
rotational basis.
NAGA LIMITED LOGISTICS
NAGA Limited is also owning and maintaining freight carrier transport facilities.
These are mainly used to reach the NAGA branded products to the interior pockets of the State
for catering to the rural and semi rural populace.
CAREERS
At NAGA, employees are considered the most important link for a continuous fruitful
growth of the business activities. Great convenience standards are given to them to perform to
the best of their ability. The work culture followed provides enough scope for employees to
excel in their area of operations - they follow flexible and non-flexible open
policies best suited to each one of them.
What can an employee look for while being at NAGA!
• An employee gets hands on experience not only in real work situations but also
in choosing his preference to work in any of the Company’s varied divisions.
• An employee can look forward to being empowered enabling him to create
an environment for taking decisions in autonomous ways so that he gets the feel that he
is in control of the outcomes for which he has accepted responsibility.
• An employee can reasonably expect consistent growth opportunities for advancement,

25
as the Company wants an employee to grow from within.
• An employee can become a go-getter, in course of time, by developing his
interpersonal, communication and presentation skills through a range of
learning opportunities presented before him.
FUTURE SCENARIO
Future scenario at NAGA could be termed as optimistic. The turnover of the group
Companies have been raising steadily. The group has made sizeable investments in bringing in
latest technologies.
 Oracle JDE Enterprise Resource Planning (ERP) latest version software is
introduced.
This module covers all the important sectors like finance, sales, distribution, purchase,
inventory, manufacturing and quality circles, resulting in faster generation of data, whenever
required. Processing of statutory audit guidelines will also become simpler and overall efficiency
will get a big boost.
 Plans are on for going in for the next stage known as Customer Relationship
Management (CRM).

 Under the Quality Management System, as a first step, process has begun for
obtaining ISO 9001 – 2000 certification. Soon to be followed would be getting the
FSMS (Food Safety Management System) 22000 certification which is an
integration of ISO 9000 with HACCP (Hazard Analysis and Critical Control
Point).

 For overall internal communication, extensive usage of email management is
followed resulting in paperless communication.
The above clearly illustrates that NAGA Limited is always one step ahead in embracing newer
technologies for enhancing efficiency levels linked with productivity in key areas.

26
CHAPTER - III
DATA ANALYSIS AND INTERPRETATION
Table 3.1.1 Age of the respondents
Age Frequency Percent
Below 20 yrs 16 14.3
21-30 years 48 42.9
31-40 yrs 36 32.1
above 40 yrs 12 10.7
Total 112 100
Source: Primary Data
INTERPRETATION
From the above table it is inferred that above 14.3 % of the respondents are less than 20
years, 42.9 % of the respondents are 21-30 years , 32.1 % of the respondents are 31-40 years and
10.7 % are above 40 years.
Chart 3.1.1 Age of the respondents
14%
11%
32%
43%
Below 20 yrs 21-30 years 31-40 yrs above 40 yrs

27
Table 3.1.2 Gender of the respondents
Gender Frequency Percent
Male 23 20.5
Female 89 79.5
Total 112 100
INTERPRETATION
From the above table3.1.2, it is inferred that above 20.5 % of the respondents are
Male, 79.5 % of the respondents are Females.
Chart 3.1.2 Gender of the respondents
20%
Male
Female
80%

28
Table 3.1.3 Marital Status of the respondents
Marital Frequency Percent
Status
Married 90 80.4
Unmarried 22 19.6
Total 112 100
INTERPRETATION
From the above table it is inferred that above 80.4% of the respondents are
married and19.6 % of the respondents are Unmarried.
Chart 3.1.3 Marital Status of the respondents
20%
Married
Unmarried
80%

29
Table 3.1.4 Educational Qualification of the respondents
Educational
Frequency Percent
Qualification
Schooling 47 42
PG 18 16.1
Degree/Diploma 39 34.8
Others 8 7.1
Total 112 100
INTERPRETATION
From the above table it is inferred that above 42 % of the respondents are done
schooling, 16.1 % of the respondents are done PG , 34.8 % of the respondents are done
Degree/Diploma and 7.1% of the respondents are others.
Chart 3.1.4 Educational Qualification of the respondents
7%
35% 42%
Schooling
PG
Degree/Diploma
Others
16%

30
Table 3.1.5 Occupational Status of the respondents
occupational
Frequency Percent
Status
Business 17 15.2
Self-Employed 32 28.6
House wife 44 39.3
Others 19 17
Total 112 100
INTERPRETATION
From the above table
business, 28.6 % of the respondents
wife and 17.1 % are others.
it is inferred that above 15.2 % of the respondents are are
Self-Employed , 39.3 % of the respondents are House
Chart 3.1.5 Occupational Status of the respondents
17%
15%
Business
Self-Employed
29%
House wife
Others
39%

31
Table 3.1.6 Income (Monthly) of the respondents
Income
Frequency Percent
(Monthly)
Schooling 37 33.0
PG 43 38.4
Degree/Diploma 23 20.5
Others 9 8.0
Total 112 100.0
INTERPRETATION
From the above table it is inferred that above 33% of the respondents are up to
Rs.5,000, 38.4 % of the respondents are 5,000-10,000 , 20.5 % of the respondents are 10,000-
20,000 and 8.0 % are above 20,000.
Chart 3.1.6 Income (Monthly) of the respondents
8%
21%
33%
Schooling
PG
Degree/Diploma
Others
38%

32
Table 3.1.7 Number of members in the family of the respondents
Number of
members in the Frequency Percent
family
up to 2 20 17.9
2 to 4 61 54.5
4 to 6 26 23.2
above 6 5 4.5
Total 112 100
INTERPRETATION
From the above table it is inferred that above 17.9 % of the respondents are up to
2 members, 54.5 % of the respondents are 2 to 4 , 23.2 % of the respondents are 4 to 6 and 4.5%
are above 6.
Chart 3.1.7 Number of members in the family of the respondents
5%
23%
18%
up to 2
2 to 4
4 to 6
above 6
54%

33
Table 3.1.8 Satisfaction Level of the respondents
Level of
Satisfaction Frequency Percent
Satisfied 46 41.1
high satisfied 25 22.3
less satisfied 22 19.6
Not satisfied 11 9.8
Not able to say 8 7.1
Total 112 100.0
INTERPRETATION
From the above table it is inferred that naga products in 41.1 % of the respondents
are satisfied, 22.3 % of the respondents are high satisfied , 19.6 % of the respondents are not
satisfied and 7.1% respondents are Not able to say.
Chart 3.1.8 Satisfaction level of the respondents
7%
10% 41%
Satisfied
20% high satisfied
less satisfied
Not satisfied
22%
Not able to say

34
Table 3.1.9 Choice of the respondents
choice Frequency Percent
cost & quality 30 26.8
Satisfaction 42 37.5
product weight 21 18.8
price & quality 19 17.0
Total 112 100
INTERPRETATION
From the above table it is inferred that above 26.8 % of the respondents give
preferred cost and quality , 37.5 % of the respondents are preferred satisfaction , 18.8 % of the
respondents are preferred product weight and 17.0% are preferred price and quality.
Chart 3.1.9 Choice of the respondents
17% 27%
cost & quality
19%
Satisfaction
product weight
price & quality
37%

35
3.2 CHI-SQUARE TESTS
3.2.1 Table Representing Chi-Square analysis on type of packaging to prefer with respect
to Age
Hypothesis – There is no association between type of packaging to prefer and age
Type of packaging to prefer
Keep Keep Provide
Preserve
food for Chi-
Age product product information Total Sig. Result
long square
clean & in good regarding
/lasting
untouched condition ingredients
fresher
Below
20 yrs 1 4 9 2 16
21-30
years 15 7 10 16 48
31-40 17.838 0.037 S
yrs 7 6 9 14 36
above
40 yrs 3 5 1 3 12
Total 26 22 29 35 112
INTERPRETATION:
From the above table, the significant value of reason for type of packaging to prefer is
found to be 0.037 ,which is less than 0.05. So, The chi-square value denotes that there is an
relationship between the type of packaging to prefer and age of respondents.

36
to Gender
Hypothesis – There is no association between type of packaging to prefer and gender
Keep Keep Provide
Preserve
food for Chi-
Gender product product information Total Sig. Result
long square
/lasting
fresher
Male 5 5 6 7 23
Female 21 17 23 28 89 0.098 0.992 NS
Total 26 22 29 35 112
INTERPRETATION:
From the above table,the significant value for type of packaging to prefer is found to be
0.992 ,which is greater than 0.05. So,The chi-square value denotes that there is a no
relationship between type of packaging to prefer and gender of respondents.

37
to Marital Status
Hypothesis – There is no association between type of packaging to prefer and marital
status
Keep Keep Provide
Preserve
Marital food for Chi-
product product information Total Sig. Result
Status long square
/lasting
fresher
Married 22 16 19 33 90
Unmarried 4 6 10 2 22 9.458 0.024 NS
Total 26 22 29 35 112
INTERPRETATION:
From the above table,the significant value type of packaging to preferis found to be
0.024 ,which is greater than 0.05. So,The chi-square value denotes that there is a no
relationship between type of packaging to prefer and Marital Status of respondents.

38
to educational qualification
Hypothesis – There is no association between type of packaging to prefer and educational
qualification
Educational
Qualification
Total
Chi-
square
Sig. Result
Keep
product
clean &
untouched
Keep
product
in good
condition
Provide
information
regarding
ingredients
Preserve
food for
long
/lasting
fresher
Schooling 14 8 12 13 47
14.305 0.112 NS
PG 0 4 5 9 18
Degree/Diploma 10 6 10 13 39
Others 2 4 2 0 8
Total 26 22 29 35 112
INTERPRETATION:
From the above table,the significant value of reason for type of packaging to prefer is
found to be 0.112 ,which is greater than 0.05. So,The chi-square value denotes that there is
a no relationship between type of packaging to prefer and Marital Status of respondents.

39
to Occupational Status
Hypothesis – There is no association between type of packaging to prefer and
occupational status
Keep Keep Provide
Preserve
Occupational food for Chi-
Status long square
/lasting
fresher
Business 6 5 1 5 17
Self-
Employed 10 7 7 8 32
12.429 0.19 S
House wife 6 9 13 16 44
Others 4 1 8 6 19
Total 26 22 29 35 112
INTERPRETATION:

40
3.2.6 Table Representing Chi-Square analysis on packaging to prefer with respect to
Income (Monthly)
Hypothesis – There is no association between reason for purchase frozen food
Keep Keep Provide
Preserve
Income food for Chi-
(Monthly) long square
/lasting
fresher
up to Rs
5,000 7 8 14 8 37
5,000-
10,000 13 5 11 14 43
10,000- 13.541 0.14 NS
20,000 4 5 3 11 23
Above
20,000 2 4 1 2 9
Total 26 22 29 35 112
INTERPRETATION:

41
to Number of members in the family
Hypothesis – There is no association between type of packaging to prefer and number
of members in the family
Number
Preserve
of Keep Keep Provide
food for Chi-
members product product information Total Sig. Result
long square
in the clean & in good regarding
/lasting
family untouched condition ingredients
fresher
up to 2 6 1 7 6 20
2 to 4 11 11 20 19 61
4 to 6 7 7 2 10 26 17.361 0.043 S
above 6 2 3 0 0 5
Total 26 22 29 35 112
INTERPRETATION:
From the above table, the significant value of reason for type of packaging to prefer is
found to be 0.043 ,which is greater than 0.05. So, The chi-square value denotes that there is
a relationship between type of packaging to prefer and Marital Status of respondents.

42
3.2.8 Table Representing Chi-Square analysis on expected factors with respect of Age
Hypothesis – There is no association between expected factors and age
Expected factors
Chi-
Age Total Sig. ResultGood Affordable
Hygiene Quantity Quality square
Package price
Below
20 yrs 9 4 1 1 1 16
21-30
years 13 7 9 10 9 48
31-40 16.637 0.164 NS
yrs 7 7 6 7 9 36
above
40 yrs 1 2 5 2 2 12
Total 30 20 21 20 21 112
INTERPRETATION:
From the above table,the significant value of expected factors is found to be 0.164,
which is greater than 0.05. So,The chi-square value denotes that there is a no
relationship between expected factors and Marital Status of respondents.

43
3.2.9 Table Representing Chi-Square analysis on expected factors with respect of gender
Hypothesis – There is no association between expected factors and gender
Expected factors
Chi-
Gender Good Affordable Total Sig. Result
Package price
Male 4 4 4 4 7 23
Female 26 16 17 16 14 89 3.097 0.542 NS
Total 30 20 21 20 21 112
INTERPRETATION:
From the above table, the significant value of expected factors is found to be 0.542
,which is greater than 0.05. So, The chi-square value denotes that there is a no
relationship between expected factors and Gender of respondents.

44
3.2.10 Table Representing Chi-Square analysis on expected factors with respect of
marital status
Hypothesis – There is no association between expected factors and marital status
Marital
Expected factors
Chi-
Good Affordable Total Sig. Result
Status Hygiene Quantity Quality square
Package price
Married 18 15 19 18 20 90
Unmarried 12 5 2 2 1 22 13.727 0.008 NS
Total 30 20 21 20 21 112
INTERPRETATION:
From the above table, the significant value of expected factors is found to be 0.008,
which is greater than 0.05. So, The chi-square value denotes that there is a no
relationship between expected factors and Marital Status of respondents.

45
educational qualification
Hypothesis – There is no association between expected factors and educational
qualification
Educational
Expected factors
Chi-
Total Sig. ResultGood AffordableQualification
Hygiene Quantity Quality
square
Package price
Schooling 13 6 7 7 14 47
PG 5 4 0 5 4 18
Degree/Diploma 10 9 11 6 3 39 17.552 0.13 NS
Others 2 1 3 2 0 8
Total 30 20 21 20 21 112
INTERPRETATION:
From the above table, the significant value of expected factors is found to be 0.13 ,which
is greater than 0.05. So, The chi-square value denotes that there is a no relationship between
expected factors and educational qualification of respondents.

46
occupational status
Hypothesis – There is no association between expected factors and occupational status
Occupational
Expected factors
Chi-
Total Sig. ResultGood Affordable
Status Hygiene Quantity Quality square
Package price
Business 2 4 2 4 5 17
Self-
Employed 9 6 7 6 4 32
22.677 0.031 S
House wife 7 9 8 10 10 44
OTHERS 12 1 4 0 2 19
Total 30 20 21 20 21 112
INTERPRETATION:
From the above table, the significant value of expected factors is found to be 0.031
,which is greater than 0.05. So, The chi-square value denotes that there is a
relationship between expected factors and occupational Status of respondents.

47
3.2.13 Table Representing Chi-Square analysis on expected factors with respect of Income
Hypothesis – There is no association between expected factors and income
Income
Expected factors
Chi-
Total Sig. ResultGood Affordable
(Monthly) Hygiene Quantity Quality square
Package price
up to Rs
5,000 9 9 4 6 9 37
5,000-
10,000 17 7 11 6 2 43
10,000- 34.583 0.001 S
20,000 2 2 6 3 10 23
Above
20,000 2 2 0 5 0 9
Total 30 20 21 20 21 112
INTERPRETATION:
which is less than 0.05. So, The chi-square value denotes that there is a relationship between
expected factors and income of respondents.

48
3.2.14 Table Representing Chi-Square analysis on expected factors with respect of number
of members in the family
Hypothesis – There is no association between expected factors and number of members in
the family
Number Expected factors
of
Chi-
members Good Affordable Total Sig. Result
in the Package price
family
up to 2 11 3 2 0 4 20
2 to 4 13 14 9 13 12 61
4 to 6 5 2 9 6 4 26 19.186 0.084 NS
above 6 1 1 1 1 1 5
Total 30 20 21 20 21 112
INTERPRETATION:
which is greater than 0.05. So, The chi-square value denotes that there is a no relationship
between expected factors and Number of members in the family of the respondents.

49
3.3 ANOVA ANALYSIS
3.3.1 Table Representing ANOVA on factors influence on purchase with respect to Age
Hypothesis:- There is no significant differences between factors Influence on purchase and Age
purchase
Age N Mean SD
Sum of Mean
F Sig. Result
Influence Squares Square
Below 20 yrs 16 2.375 0.95743
Food
21-30 years 48 2.0208 0.93375
31-40 yrs 36 1.9722 0.84468 2.325 0.775 0.872 0.458 NS
availability
above 40 yrs 12 2.25 1.21543
Total 112 2.0804 0.94094
Below 20 yrs 16 2.5625 1.45917
21-30 years 48 2.5 1.22039
Convenience31-40 yrs 36 2.9444 1.1939 8.998 2.999 1.878 0.138 NS
above 40 yrs 12 3.3333 1.37069
Total 112 2.7411 1.27869
Below 20 yrs 16 2.9375 1.06262
Change in
21-30 years 48 2.7292 1.41029
31-40 yrs 36 2.5556 1.29713 3.864 1.288 0.766 0.515 NS
food habit
above 40 yrs 12 2.25 1.05529
Total 112 2.6518 1.29246
Below 20 yrs 16 2.3125 1.13835
Health
21-30 years 48 3.1042 1.17128
31-40 yrs 36 2.4722 1.15847 11.861 3.954 2.942 0.036 S
Concerns
above 40 yrs 12 2.75 1.13818
Total 112 2.75 1.18929
Below 20 yrs 16 3.125 1.62788
Place of
21-30 years 48 2.875 1.34678
31-40 yrs 36 2.7222 1.11127 3.924 1.308 0.709 0.548 NS
residence
above 40 yrs 12 2.4167 1.67649
Total 112 2.8125 1.35255
Below 20 yrs 16 2.5 1.09545
21-30 years 48 2.75 1.31278
Price 31-40 yrs 36 2.6667 1.19523 3.298 1.099 0.704 0.552 NS
above 40 yrs 12 3.1667 1.33712
Total 112 2.7321 1.24468
Below 20 yrs 16 3.25 1.06458
21-30 years 48 2.7292 1.4253
Life style 31-40 yrs 36 2.8333 1.55839 3.854 1.285 0.602 0.615 NS
above 40 yrs 12 3.0833 1.72986
Total 112 2.875 1.45271

50
INTERPRETATION
From the ANOVA table it is identified that mean value of food availability, is found to be
2.0804, and factors such as Convenience, Change in food habit, Health Concerns, Place of residence,
Price and Life style is found to be 2.7 .It’s conclude that it has influence by the age of respondents.
The significant value of health concern found to be 0.036 significant. Hence , respondents belongs to
21-30 years doesn’t have concern over health and other factors such as
Food availability, Convenience, Change in food habit, Place of residence, Price and Life style are
not significant. So it concluded there is no opinion among the age of respondents.

51
3.3.2 Table Representing ANOVA on factors influence on purchase with respect to Gender
Hypothesis:- There is no significant differences between factors Influence on purchase
and gender
purchase Influence Gender N Mean SD
Sum of Mean
F Sig. Result
Squares Square
Male 23 2.3043 0.87567
Food availability Female 89 2.0225 0.95319 1.452 1.452 1.65 0.202 NS
Total 112 2.0804 0.94094
Male 23 2.6522 1.26522
Convenience Female 89 2.764 1.28826 0.229 0.229 0.139 0.71 NS
Total 112 2.7411 1.27869
Change in food
Male 23 2.4783 1.344
Female 89 2.6966 1.28279 0.872 0.872 0.519 0.473 NS
habit
Total 112 2.6518 1.29246
Male 23 2.6957 1.49042
Health Concerns Female 89 2.764 1.10805 0.085 0.085 0.06 0.807 NS
Total 112 2.75 1.18929
Male 23 2.6087 1.52968
Place of residence Female 89 2.8652 1.30724 1.202 1.202 0.655 0.42 NS
Total 112 2.8125 1.35255
Male 23 2.8261 1.30217
Price Female 89 2.7079 1.23585 0.255 0.255 0.164 0.687 NS
Total 112 2.7321 1.24468
Male 23 3.0435 1.4295
Life style Female 89 2.8315 1.46346 0.822 0.822 0.387 0.535 NS
Total 112 2.875 1.45271
INTERPRETATION
From the ANOVA table it is identified that purchase Influence such as Food availability,
Convenience, Change in food habit, Health Concerns, Place of residence, Price and Life style are
not significant. Since the significant value is more than 0.05 in factors of purchase influence such
as Food availability, Convenience, Change in food habit, Health Concerns, Place of residence,
Price and Life style is the opinion of the respondents is no association with gender of
respondents. So, It is clear that the hypothesis is rejected for these factors.

52
3.3.3 Table Representing ANOVA on factors influence on purchase with respect to Marital
status
Hypothesis:- There is no significant differences between Purchase Influence and marital status
purchase Marital
N Mean SD
Sum of Mean
F Sig. Result
Influence Status Squares Square
Food
Married 90 2.0444 0.923
Unmarried 22 2.2273 1.02036 0.591 0.591 0.665 0.416 NS
availability
Total 112 2.0804 0.94094
Married 90 2.8444 1.22622
Convenience Unmarried 22 2.3182 1.42716 4.896 4.896 3.05 0.084 NS
Total 112 2.7411 1.27869
Change in food
Married 90 2.5667 1.30728
3.32 3.32 2.005 0.16 NSUnmarried 22 3 1.19523
habit
Total 112 2.6518 1.29246
Health
Married 90 2.8444 1.19842
4.087 4.087 2.94 0.089 NSUnmarried 22 2.3636 1.09307Concerns
Total 112 2.75 1.18929
Place of
Married 90 2.7556 1.30092
1.486 1.486 0.811 0.37 NSUnmarried 22 3.0455 1.55769
residence
Total 112 2.8125 1.35255
Married 90 2.8778 1.23459
Price Unmarried 22 2.1364 1.12527 9.718 9.718 6.588 0.012 S
Total 112 2.7321 1.24468
Married 90 2.8889 1.50985
Life style Unmarried 22 2.8182 1.22032 0.088 0.088 0.042 0.839 NS
Total 112 2.875 1.45271
INTERPRETATION
From the ANOVA table it is identified that mean value of price is found to be 0.012 and other
purchase Influence such as Food availability, Convenience, Change in food habit, Health
Concerns, Place of residence and Life style is found to be more than 0.005.So,It concluded that
there is no significant differences between types of Purchase Influence and marital status .

53
3.3.4 Table Representing ANOVA on factors influence on purchase with respect to
Educational qualification
Hypothesis:- There is no significant differences between Purchase Influence and
educational qualification
purchase Educational
N Mean SD
Sum of Mean
F Sig. Result
Influence qualification Squares Square
Schooling 47 2.3617 0.94237
Food
PG 18 1.7778 0.64676
Degree/Diploma 39 1.9487 0.97194 6.917 2.306 2.726 0.048 S
availability
Others 8 1.75 1.0351
Total 112 2.0804 0.94094
Schooling 47 3.1064 1.28932
PG 18 2.3889 1.0369
Convenience Degree/Diploma 39 2.4872 1.18925 11.127 3.709 2.351 0.076 NS
Others 8 2.625 1.76777
Total 112 2.7411 1.27869
Schooling 47 2.4894 1.15857
Change in
PG 18 3.1111 1.56765
Degree/Diploma 39 2.5641 1.23106 6.307 2.102 1.268 0.289 NS
food habit
Others 8 3 1.60357
Total 112 2.6518 1.29246
Schooling 47 2.7447 1.13191
Health
PG 18 2.6111 1.28973
Concerns
Others 8 2.875 0.64087
Total 112 2.75 1.18929
Schooling 47 3.0426 1.55979
Place of
PG 18 2.6111 1.46082
residence
Others 8 2.75 1.16496
Total 112 2.8125 1.35255
Schooling 47 2.4681 1.34893
PG 18 3.2222 0.80845
Price Degree/Diploma 39 2.8974 1.23106 9.686 3.229 2.149 0.098 NS
Others 8 2.375 1.18773
Total 112 2.7321 1.24468
Schooling 47 3.1277 1.40831
PG 18 3 1.28338

Life style Degree/Diploma 39 2.7179 1.58859 12.244 4.081 1.985 0.12 NS
Others 8 1.875 0.99103
Total 112 2.875 1.45271

54
INTERPRETATION
From the ANOVA table it is identified that mean value of food availability is found to be
0.048 and other factors of purchase Influence such as Convenience, Change in food habit, Health
Concerns, Place of residence, Price and Life style are found to be no significant. Since the
significant value is more than 0.05 in dimensions such as Food availability, Convenience, Change
in food habit, Health Concerns, Place of residence, Price and Life style is the opinion of the
respondents is not differed based on the Customers. It is clear that the hypothesis is rejected for
these dimensions.

55
3.3.5 Table Representing ANOVA on purchase influence with respect to Occupational
Hypothesis:- There is no significant differences between Purchase Influence and occupational
purchase
Occupational N Mean SD
Sum of Mean
F Sig. Result
Business 17 1.7647 0.75245
Food
Self-Employed 32 2.0625 0.91361
House wife 44 2.0227 0.95208 5.629 1.876 2.187 0.094 NS
availability
Others 19 2.5263 1.02026
Total 112 2.0804 0.94094
Business 17 2.8235 1.23669
Self-Employed 32 2.5 1.27
Convenience House wife 44 2.6591 1.23784 7.45 2.483 1.541 0.208 NS
Others 19 3.2632 1.36797
Total 112 2.7411 1.27869
Business 17 2.5294 1.32842
Change in
Self-Employed 32 2.7188 1.46429
House wife 44 2.3864 1.10424 10.6 3.533 2.183 0.094 NS
food habit
Others 19 3.2632 1.24017
Total 112 2.6518 1.29246
Business 17 3 1.27475
Health
House wife 44 2.75 1.16389 9.255 3.085 2.255 0.086 NS
Concerns
Others 19 2.1579 1.11869
Total 112 2.75 1.18929
Business 17 3.3529 1.45521
Place of
House wife 44 2.8864 1.24295 8.643 2.881 1.6 0.194 NS
residence
Others 19 2.6842 1.63478
Total 112 2.8125 1.35255
Business 17 2.9412 0.89935
Self-Employed 32 2.3438 1.26004
Price House wife 44 2.7955 1.30437 7.698 2.566 1.687 0.174 NS
Others 19 3.0526 1.26814
Total 112 2.7321 1.24468
Business 17 3.5294 1.32842
Self-Employed 32 2.7813 1.36155
Life style House wife 44 2.5682 1.51577 13.224 4.408 2.154 0.098 NS
Others 19 3.1579 1.42451
Total 112 2.875 1.45271

56
INTERPRETATION
From the ANOVA table it is identified that mean value of purchase Influence such as
Food availability, Convenience, Change in food habit, Health Concerns, Place of residence, Price
and Life style are not significant. Since the significant value is more than 0.05 in factors of
purchase influence such as Food availability, Convenience, Change in food habit, Health
Concerns, Place of residence, Price and Life style is not differed based on the occupation of the
respondents. So, It is conclude that there is no significant differences between types of Purchase
Influence and occupational.

57
3.3.6 Table Representing ANOVA on purchase influence with respect to Income
Hypothesis:- There is no significant differences between factors of Purchase Influence and
income
purchase
Income N Mean SD
Sum of Mean
F Sig. Result
up to Rs 5,000 37 2.3243 1.0015
Food
5,000-10,000 43 1.8837 0.93119
10,000-20,000 23 1.7826 0.67126 10.281 3.427 4.206 0.007 S
availability
Above 20,000 9 2.7778 0.83333
Total 112 2.0804 0.94094
up to Rs 5,000 37 2.3514 1.15989
5,000-10,000 43 3.1628 1.28971
Convenience 10,000-20,000 23 2.3478 1.22877 19.981 6.66 4.454 0.005 S
Above 20,000 9 3.3333 1.11803
Total 112 2.7411 1.27869
up to Rs 5,000 37 2.7297 1.1937
Change in
5,000-10,000 43 2.3953 1.27503
10,000-20,000 23 3.1304 1.48643 9.235 3.078 1.887 0.136 NS
food habit
Above 20,000 9 2.3333 1.00000
Total 112 2.6518 1.29246
up to Rs 5,000 37 2.6486 1.00599
Health
5,000-10,000 43 2.8605 1.30167
10,000-20,000 23 2.6957 1.25896 0.98 0.327 0.226 0.878 NS
Concerns
Above 20,000 9 2.7778 1.30171
Total 112 2.75 1.18929
up to Rs 5,000 37 2.7568 1.38254
Place of
5,000-10,000 43 2.8605 1.31984
10,000-20,000 23 2.8696 1.51671 0.48 0.16 0.085 0.968 NS
residence
Above 20,000 9 2.6667 1.11803
Total 112 2.8125 1.35255
up to Rs 5,000 37 2.5405 1.28224
5,000-10,000 43 3.0698 1.33444
Price 10,000-20,000 23 2.5652 0.94514 8.332 2.777 1.833 0.145 NS
Above 20,000 9 2.3333 1.11803
Total 112 2.7321 1.24468
up to Rs 5,000 37 2.9189 1.32032
5,000-10,000 43 2.8372 1.60253
Life style 10,000-20,000 23 2.6957 1.32921 2.763 0.921 0.43 0.732 NS
Above 20,000 9 3.3333 1.65831
Total 112 2.875 1.45271

58
INTERPRETATION
0.007 and convenience is found to be 0.005 and other factors of purchase Influence such as Food
availability, Convenience, Change in food habit, Health Concerns, Place of residence, Price and
Life style are not significant. Since the significant value is more than 0.05 in purchase influence
such as Food availability, Convenience, Change in food habit, Health Concerns, Place of
residence, Price and Life style is the opinion of the respondents is not differed based on the
income of the respondents. So, It is conclude that, there is no significant differences between
types of Purchase Influence and opinion on customers.

59
3.3.7 Table Representing ANOVA on purchase Influence with respect to Number of
members in the family
Hypothesis:- There is no significant differences between types of Purchase Influence and
number of members in the family
purchase No. of family Sum of Mean
Influence members N Mean SD Squares Square F Sig. Result
up to 2 20 1.9 0.91191
2 to 4 61 2.3607 0.96666
4 to 6 26 1.6154 0.69725 11.457 3.819 4.751 0.004 S
Food above 6 5 1.8 0.83666
availability Total 112 2.0804 0.94094
up to 2 20 2.3 1.0311
2 to 4 61 2.8361 1.26728
4 to 6 26 2.8462 1.43366 4.746 1.582 0.967 0.411 NS
above 6 5 2.8 1.48324
Convenience Total 112 2.7411 1.27869
up to 2 20 2.35 1.30888
2 to 4 61 2.7213 1.34327
4 to 6 26 2.7692 1.21021 2.792 0.931 0.16 0.923 NS
Change in above 6 5 2.4 1.14018
food habit Total 112 2.6518 1.29246
up to 2 20 2.65 1.34849
2 to 4 61 2.8197 1.31032
4 to 6 26 2.6923 0.67937 0.695 0.232 0.32 0.811 NS
Health above 6 5 2.6 1.34164
Concerns Total 112 2.75 1.18929
up to 2 20 2.95 1.14593
2 to 4 61 2.8033 1.48121
4 to 6 26 2.6538 1.29437 1.789 0.596 3.132 0.029 S
Place of above 6 5 3.2 0.83666
residence Total 112 2.8125 1.35255
up to 2 20 3.35 1.1821
2 to 4 61 2.7541 1.27352
4 to 6 26 2.3077 1.04954 13.764 4.588 1.971 0.123 NS
above 6 5 2.2 1.30384
Price Total 112 2.7321 1.24468
up to 2 20 3.25 1.55174
2 to 4 61 3 1.39044
4 to 6 26 2.3077 1.4634 12.162 4.054 0.43 0.732 NS
above 6 5 2.8 1.30384
Life style Total 112 2.875 1.45271

60
INTERPRETATION
0.004 and Place of residence is found to be 0.029 and other factors of purchase Influence such as
Convenience, Change in food habit, Health Concerns, Price and Life style is not significant.
Since the significant value is more than 0.05 in purchase influence factors such as Food
availability, Convenience, Change in food habit, Health Concerns, Place of residence, Price and
Life style is the opinion of the respondents is not association with number of members in the
family.

61
3.3.8 Table Representing ANOVA on Customer Expectations with respect to
Age
Hypothesis:- There is no significant differences between customer Expectations and Age
Expectations Age N Mean SD Sum of Mean F Sig. Result
Squares Square
Read to cook Below 20 yrs 16 2.25 1.43759 8.44 2.813 2.276 0.084 NS
21-30 years 48 1.9375 0.998
Total 112 2.0982 1.13073
Time-saving Below 20 yrs 16 2.1875 0.75 1.388 0.463 0.708 0.549 NS
21-30 years 48 2.25 0.88726
31-40 yrs 36 2.2222 0.63746
Less Below 20 yrs 16 2.125 1.20416 4.485 1.495 1.656 0.181 NS
likelihood of 21-30 years 48 2.6875 0.85443
wastage Total 112 2.4821 0.95843
Long storage Below 20 yrs 16 2.1875 0.83417 6.427 2.142 1.689 0.174 NS
life 21-30 years 48 2.8333 1.22619
Total 112 2.6518 1.13669
Taste and Below 20 yrs 16 3.25 1.34164 1.075 0.358 0.224 0.88 NS
Healthy 21-30 years 48 3.3333 1.32622
Total 112 3.2679 1.2519
Nutritious Below 20 yrs 16 3.5625 0.89209 10.531 3.51 2.149 0.098 NS
21-30 years 48 2.7708 1.38748
Total 112 3.0268 1.29768
Less usage of Below 20 yrs 16 3.25 1.06458 5.385 1.795 1.333 0.268 NS
additives 21-30 years 48 2.7917 1.27092
Total 112 2.7857 1.16579
Looks Below 20 yrs 16 4 1.1547 29.206 9.735 6.73 0 S
appealing 31-40 yrs 36 2.8889 1.16565
Total 112 2.9286 1.29249

62
Natural Below 20 yrs 16 2.5625 0.96393 0.998 0.333 0.195 0.9 NS
Flavour 21-30 years 48 2.8333 1.50649
Total 112 2.7411 1.29271
More Below 20 yrs 16 3.4375 1.15289 9.081 3.027 2.051 0.111 NS
hygienic above 40 yrs 12 2.5 1.08711
Total 112 2.7589 1.23205
Fresher than Below 20 yrs 16 3.125 0.88506 1.706 0.569 0.343 0.795 NS
fresh 31-40 yrs 36 3.3056 1.47007
Total 112 3.1339 1.27693
Less handled Below 20 yrs 16 3.1875 1.42449 5.555 1.852 0.947 0.421 NS
21-30 years 48 2.7917 1.28756
Total 112 2.8929 1.39728
INTERPRETATION
From the ANOVA table it is identified that mean value of looks appealing is found to be
0.00 which is less than 0.005.It is concluded that is has a significant only in looks appealing
among other factors such as Read to cook, Time-saving, Less likelihood of wastage, Long
storage life, Taste and Healthy, Nutritious, Less usage of additives, Looks appealing, Natural
Flavor, More hygienic, Fresher than fresh and Less handled are not significant. Hence, It is clear
that there is no association differences between expectations and age.

63
3.3.9 Table Representing ANOVA on Expectations with respect to Gender
Hypothesis:- There is no significant differences between Expectations and Gender
Expectations Gender N Mean SD Sum of Mean F Sig. Result
Squares Square
Read to cook Male 23 1.7391 0.91539 3.732 3.732 2.971 0.088 NS
Female 89 2.191 1.16655
Total 112 2.0982 1.13073
Time-saving Male 23 2.3043 1.01957 0.039 0.039 0.059 0.809 NS
Female 89 2.2584 0.74663
Total 112 2.2679 0.80519
Less likelihood Male 23 2.3913 1.11759 0.239 0.239 0.258 0.612 NS
of wastage Female 89 2.5056 0.91854
Total 112 2.4821 0.95843
Long storage Male 23 2.7391 1.05388 0.221 0.221 0.17 0.681 NS
life Female 89 2.6292 1.16172
Total 112 2.6518 1.13669
Taste and Male 23 3.1304 1.35862 0.547 0.547 0.347 0.557 NS
Healthy Female 89 3.3034 1.22849
Total 112 3.2679 1.2519
Nutritious Male 23 2.913 1.08347 0.374 0.374 0.221 0.639 NS
Female 89 3.0562 1.35143
Total 112 3.0268 1.29768
Less usage of Male 23 2.7826 1.27766 0 0 0 0.989 NS
additives Female 89 2.7865 1.14288
Total 112 2.7857 1.16579
Looks Male 23 3 1.3817 0.148 0.148 0.088 0.768 NS
appealing Female 89 2.9101 1.27601
Total 112 2.9286 1.29249
Natural Male 23 2.6087 1.33958 0.507 0.507 0.302 0.584 NS
Flavour Female 89 2.7753 1.28587
Total 112 2.7411 1.29271
More hygienic Male 23 2.8261 1.40299 0.131 0.131 0.085 0.771 NS
Female 89 2.7416 1.1921
Total 112 2.7589 1.23205
Fresher than Male 23 2.913 1.41142 1.412 1.412 0.865 0.354 NS
fresh Female 89 3.191 1.24203
Total 112 3.1339 1.27693
Less handled Male 23 3.087 1.41142 1.09 1.09 0.556 0.457 NS
Female 89 2.8427 1.39723
Total 112 2.8929 1.39728

64
INTERPRETATION
From the ANOVA table it is identified that Expectations on frozen chapatti and paratha
such as Read to cook, Time-saving, Less likelihood of wastage, Long storage life, Taste and
Healthy, Nutritious, Less usage of additives, Looks appealing, Natural Flavor, More hygienic
,Fresher than fresh and Less handled is not depends on the gender of respondents. Since the
significant value is more than 0.05 in the expectation factors such as Read to cook, Time-saving,
Less likelihood of wastage, Long storage life, Taste and Healthy, Nutritious, Less usage of
additives, Looks appealing, Natural Flavor, More hygienic ,Fresher than fresh and Less handled
the opinion of the respondents is not differed based on the customers. There is no significant
differences between Expectations and Gender.

65
3.3.10 Table Representing ANOVA on Expectations with respect to Marital Status
Hypothesis:- There is no significant differences between Expectations and Marital Status
Expectations
Marital
N Mean SD
Sum of Mean
F Sig. Result
Status Squares Square
Married 90 2.1 1.10209
Read to cook Unmarried 22 2.0909 1.26901 0.001 0.001 0.001 0.973 NS
Total 112 2.0982 1.13073
Married 90 2.3111 0.82984
Time-saving Unmarried 22 2.0909 0.68376 0.857 0.857 0.857 1.326 NS
Total 112 2.2679 0.80519
Less Married 90 2.5222 0.86411
likelihood of Unmarried 22 2.3182 1.2868 0.736 0.736 0.736 0.8 NS
wastage Total 112 2.4821 0.95843
Long storage
Married 90 2.7222 1.15172
Unmarried 22 2.3636 1.0486 2.273 2.273 2.273 1.772 NS
life
Total 112 2.6518 1.13669
Taste and
Married 90 3.3111 1.18648
Unmarried 22 3.0909 1.50899 0.857 0.857 0.545 0.462 NS
Healthy
Total 112 3.2679 1.2519
Married 90 3.0222 1.32375
Nutritious Unmarried 22 3.0455 1.21409 0.01 0.01 0.006 0.94 NS
Total 112 3.0268 1.29768
Less usage of
Married 90 2.7222 1.19951
Unmarried 22 3.0455 0.99892 1.847 1.847 1.363 0.245 NS
additives
Total 112 2.7857 1.16579
Looks
Married 90 2.7333 1.2252
Unmarried 22 3.7273 1.2792 17.465 17.47 11.44 0.001 S
appealing
Total 112 2.9286 1.29249
Natural
Married 90 2.8 1.34248
Unmarried 22 2.5 1.05785 1.591 1.591 0.952 0.331 NS
Flavour
Total 112 2.7411 1.29271
Married 90 2.7 1.22199
More hygienic Unmarried 22 3 1.27242 1.591 1.591 1.049 0.308 NS
Total 112 2.7589 1.23205
Fresher than
Married 90 3.2222 1.31352
Unmarried 22 2.7727 1.066 3.572 3.572 2.215 0.14 NS
fresh
Total 112 3.1339 1.27693
Married 90 2.8333 1.43198
Less handled Unmarried 22 3.1364 1.24577 1.623 1.623 0.83 0.364 NS
Total 112 2.8929 1.39728

66
More
Married 90 2.7 1.22199
Unmarried 22 3 1.27242 1.591 1.591 1.049 0.308 NS
hygienic
Total 112 2.7589 1.23205
Fresher than
Married 90 3.2222 1.31352
Unmarried 22 2.7727 1.066 3.572 3.572 2.215 0.14 NS
fresh
Total 112 3.1339 1.27693
Married 90 2.8333 1.43198
Less handled Unmarried 22 3.1364 1.24577 1.623 1.623 0.83 0.364 NS
Total 112 2.8929 1.39728
INTERPRETATION
From the ANOVA table it is identified that mean value of looks appealing is found to be
0.001 which is less than 0.005.It is concluded that is has a significant only in looks appealing
among other factors such as Read to cook, Time-saving, Less likelihood of wastage, Long
storage life, Taste and Healthy, Nutritious, Less usage of additives, Looks appealing, Natural
Flavor, More hygienic, Fresher than fresh and Less handled are not significant. Hence, It is clear
that there is no association differences between expectations and marital status .So, It is clear that
the hypothesis is rejected for these expectations.

67
CHAPTER - IV
SUMMARY OF FINDINGS, SUGGESTIONS AND CONCLUSION
4.1 FINDINGS
 20.5 % of the respondents are Male, 79.5 % of the respondents are Females.

 14.3 % of the respondents are less than 20 years, 42.9 % of the respondents are 21-30
years , 32.1 % of the respondents are 31-40 years and 10.7 % are above 40 years.

 80.4% of the respondents are married and 19.6 % of the respondents are Unmarried.

 42 % of the respondents are done schooling, 16.1 % of the respondents are done PG ,

34.8 % of the respondents are done Degree/Diploma and 7.1% of the respondents are
others.
 15.2 % of the respondents are business, 28.6 % of the respondents are Self-Employed ,

39.3 % of the respondents are House wife and 17.1 % are others.
 33 % of the respondents are up to Rs.5,000, 38.4 % of the respondents are 5,000-
10,000 , 20.5 % of the respondents are 10,000-20,000 and 8.0 % are above 20,000.
 17.9 % of the respondents are up to 2 members, 54.5 % of the respondents are 2 to 4 ,

23.2 % of the respondents are 4 to 6 and 4.5% are above 6.
 41.1 % of the respondents are satisfied, 22.3 % of the respondents are high satisfied ,

19.6 % of the respondents are not satisfied and 7.1% respondents are Not able to say.
 26.8 % of the respondents give preferred cost and quality , 37.5 % of the respondents
are preferred satisfaction , 18.8 % of the respondents are preferred product weight and
17.0% are preferred price and quality.

 Of the Expected characteristics frozen food factors presented, the significant value of
found to be greater than 0.05.So,It is concluded that there is no significant difference
between reason for purchase and demographic factors such as age, gender, marital
status, educational qualification, occupational status, income and number of members in
the family.

 Of the Expected factors presented, the significant value of found to be greater than
0.05.So,It is concluded that there is no significant difference between reason for
purchase and demographic factors such as age, gender, marital status, educational
qualification, occupational status, income and number of members in the family.

68
 Of the type of packaging to prefer factors presented, the significant value of found to be
greater than 0.05.So,It is concluded that there is no significant difference between
reason for purchase and demographic factors such as age, gender, marital status,
educational qualification, occupational status, income and number of members in the
family.

 Of the purchase influence factors, from ANOVA the significant value mostly found to
be greater than 0.05. So, It is concluded that there is no significant difference between
Food availability, Convenience, Change in food habit, price, Health Concerns, Place of
residenceand Life style and demographic factors such as age, gender, marital status,
family.

 Ofthe expectations factors, from ANOVA the significant value mostly found to be
greater than 0.05. So, It is concluded that there is no significant difference between
Food availability, Convenience, Change in food habit, price, Health Concerns, Place of
residenceand Life style and demographic factors such as age, gender, marital status,
family.

69
4.2 SUGGESTIONS
Based upon the analysis, following are some suggestions for the NAGA Company,
regarding the existing products.
Naga Product at present so many varieties available. But, they do not have customer
awareness about naga produces particularly Oats. Most of the respondents came to know about
the product through advertisement. So the Companies may give maximum importance to the
advertisement. It may increase the knowledge of the product.
For improving effectiveness of the scheme the management should focus on proper
timing of launching scheme, communication and transparency regarding sales promotion
schemes.
Glance at a wide variety of direct and indirect competitors to gauge where the price falls.
Use life cycle analysis to select the best pricing policy for satisfying anticipated customer trends
and winning market approval and market share growth.

70
4.3 CONCLUSION
It is concluded that mostly customer prefer naga products because of its availability,
quantity and quality.This study shows that there is a greater demand for frozen chapatti and
paratha segments and the major attraction for these products are convenience,availability and less
time consumption to cook. Due to life style changes and long working hours people are choosing
these products and ready to go with it. The availability of raw material to prepare one of the less
factors in deciding these products.There by the researcher has suggested naga should focus to
increase the distributionthrough all rural areas and there is a more market potential availability in
dindigul helps to increase the growth of the future market of Naga. The overall analyse of the
study indicate that at presents so many varieties of products available even the customer were
satisfied with product taste, quality, quantity cost, packing of the naga products in Dindigul
District.

APPENDICES
QUESTIONNAIRE
(A study on Customer satisfaction of Naga Products & Market potential
towards Naga Frozen Chapatti/paratha )
Name : Location :
Age Below 20 years 21-30 years 31-40 years Above 40 years
Gender Male Female
Marital status Married Unmarried
Educational qualification
Schooling PG Degree /Diploma Others ___________
Occupational status
Business Self-Employed House wife Others ____________
Income (monthly )
Up to Rs.5, 000 5,000 - 10 000 10,000 - Rs.20,000 Above 20,000
No. of members in the family
Up to 2 2 to 4 4 to 6 Above 6
1)Where do you generally buy your groceries from
Departmental stores Grocery shops Super Market
Convenient Stores Others _________________
2)How often do you use Naga Products?
Daily Once in two days Once in a week Twice a week
3)How long have you been using the range of Naga Product?
Just a few weeks Two years 3- 5 years More than 5 years
4)Have you satisfied with naga products?
Satisfied highly satisfied less satisfied Not satisfiedNot able to say
5)Please state how you would rate the appearance of our NAGA food products
Very Good Good Neutral Bad Very bad

6)Please state how you would rate this price of our NAGA food products
7)Please state how you would rate the taste & Quality of our NAGA food products
8)Please mention the features that you liked best about Naga product
Packaging Design Brand name Product weight Price& quality
9)Why you prefer Naga products. Because of
Cost & Quality Satisfaction Easy available Package Availability
10)Mention the frequency of purchase in the following products?
S.No Products Always Often Sometimes Not at all
1 Maida
2 Sooji (Rava)
3 Chakkiwala (Poori Atta)
4 Samba rava(special)
5 Samba rava(super fine)
6 Oats
11)Choosing appropriate factor for using naga products?
PRODUCTS Taste Affordable Easy to Life style Quality Packaging Availability
price cook changes
Maida
Sooji (Rava)
Chakkiwala
(Poori Atta)
Samba
Rava(Special)
Sambarava
(Super Fine)
Oats
12)Which factor affects your food choice ?
Income Nutrition knowledge Life style price & quality Taste
13)Which are the factors influences your purchase decision?
Economic life style Eating habits Income Education

14)Which factor affect for consuming naga products?
Quality & price Quantity Available Freshness
15)Have you hear about frozen chapatti/paratha?
I do I don’t first time
16) Which factor influencing you to purchase frozen chapatti and paratha ?
Factors Strongly agree Agree Neutral Disagree Strongly disagree
1. Food Availability
2. Life style
3. Price
4. Place of residence
5. Health Concerns
6. Change in food Habit
7. Convenience
17)Rank your expectations towards frozen chapatti and paratha ?
(5-strongly agree, 4- Agree, 3- Neutral, 2- Disagree, 1- disagree )
Expectations 5 4 3 2 1
1) Ready to Cook
2) Time-saving
3) Less likelihood of wastage
4) Long storage life
5) Tasty and Healthy
6) Nutritious
7) Less usage of Additives
8) Looks appealing
9) Natural Flavour
10) More hygienic
11) Fresher than fresh
12) Less handled

18)Is the reason you purchase frozen food?
Food habit changes Economic Level Time saving Taste Life style
19) Which characteristics do you expect in frozen chapatti/paratha?
Price Quality Quantity Packaging Others____________
20 )While purchasing frozen products what type of packaging do you prefer?
Keep product clean & untouched. Keep product in good condition
Provide information regarding ingredients Preserve food for long /lasting fresher
21) What would you expect in frozen chapatti/Paratha if naga launch?
Hygiene Good Package Quantity Quality Affordable price
22) What are you opinion towards naga products?
---------------------------------------------------------------------------------------------------------------.
Thank You

REFERENCES
BOOKS
1. Berry, L.L. (1984), " Services marketing is different", in Lovelock, C.H.(Eds),Services
Marketing, Prentice-Hall, Englewood Cliffs, NJ, pp.29-37. Bery G.C (2001),
Marketing Research, Tata McGraw Hill, New Delhi.
2. Delens A.H.R (1964), Principles of Marketing Research, B.T.Publications, Calcutta
3. Kothari, C.R. (1990), Research Methodology: Methods & Techniques,
2"edition, Wishwa Prakashan, New Delhi.
4. Kotler, P. (1997), Marketing Management, Analysis, Planning, implementation
and Control, Prentice-Hall, Upper Saddle River, NJ.
5. Malhotra Naresh K. and Dash Satyabhushan (2009),”Marketing Research – An Applied
Orientation”, fifth edition, Pearson Education in South Asia, New Delhi
6. Malhotra k. Naresh 2010 Marketing research. New Jersey: Prentice hall,
Pearson education Inc.
7. Ramaswami V. S. and Namakumari S., (1995), “Marketing Management – The Indian
Context”, Mac Millan India Ltd.
8. SPSS Survival Manual: A Step by Step Guide to Data Analysis using SPSS
for Windows, Julie Pallant, (3rd edition, Open University Press, 2007)
JOURNALS
1. Andaleeb, S. S., & Conway, C. (2006). Customer satisfaction in the restaurant industry:
an examination of the transaction-specific model. Journal of Services Marketing ,
20(1), 3-11.
2. Anderson, E.W. and Sullivan, M.W. (1993), “The antecedents and consequences of
customer satisfaction for firms”,Marketing Science , Vol. 12, Spring, pp. 125-43.
3. Auty, S. (1992). Consumer choice and segmentation in the restaurant industry.
The Service Industries Journal, 12 (3), 324-339.

4. Bearden, W. O., & Teel, J. E. (1983). Selected determinants of consumer satisfaction and
complaints reports. Journal of Marketing Research, 20, 21-28.
5. Johns, N., & Howard, A. (1998). Customer expectations versus perceptions of
service performance in the foodservice industry. International Journal of Service
Industry Management, 9 (3), 248-265.
6. Olorunniwo, F. & Hsu, Service quality, customer satisfaction and behavioural intentions
in the service factory. Journal of Services Marketing, 2006:20(1): 59-72.
7. McQuitty, S., Finn, A. & Wiley, J. B. Systematically Varying Customer Satisfaction and
its Implications for Product Choice. Academy of Marketing Science Review, 2000.
WEBSITES
1. http://www.academicjournals.org
2. http://www.articlebase.com
3. http://www.businessdictionary.com
4. https://www.linkedin.com/pulse/research-project
5. http://www.nagamills.com
6. http://www.rieb.kobe-u.ac.jp
7. http://www.worldwidejournals.com

A STUDY ON CUSTOMER SATISFACTION OF NAGA PRODUCTS & MARKET POTENTIAL TOWARDS NAGA FROZEN CHAPATI & PARATHA ,DINDIGUL DISTRICT

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A STUDY ON CUSTOMER SATISFACTION OF NAGA PRODUCTS & MARKET POTENTIAL TOWARDS NAGA FROZEN CHAPATI & PARATHA ,DINDIGUL DISTRICT