Chapter - 1

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 1.1 Company profile

J.P. Foods is Manufacturer, Processor & exporter of quality Indian

Spices, Basic Spices, Blended Spices, Premium Asafoetida & whole Spices. At
J.P.Foods the core culture is to deliver superior quality products born of the
highest technological norms. J.P. Foods is recognized as a renowned
manufacturer and exporter of Basic and Mixed Masala’s.

J.P. Foods India launched its range of basic masala’s in March 1999,
under the brand name 'WONDER MASALA'. The company has already set its
distribution and retail network in whole of Gujarat, Rajasthan, Punjab, Haryana,
Himachal Pradesh, and J&K. The products will soon be available in other states of
India.

J.P. Foods today operates with a high profile organizational network.

The company has developed enlightened management capabilities owing to a
unique fusion of entrepreneurship with professional expertise. The company has a
full-fledged distribution network comprising of super stockist, distributors all over
Gujarat, Rajasthan, Punjab, Haryana, Himachal Pradesh, and J&K, and its logistics
team to ensure timely supply.

With the roaring success of the initial launch, the company has now
embarked on an expansion plan to increase production capacity three-fold within a
short span of time. A complete new range of Instant mixes and a variety of Pickles
are to be launched very shortly.

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1.2 Beliefs of company
J. P. Foods, believe that one should eat to savour good food and exulting its
taste, rather than eat for the sake of surviving.

1.3 Infrastructure of company

By virtue of blending class and refinement, J.P. Foods has engineered a
sophisticated production plant that matches its unsurpassed range. Situated amidst
the clean and hygienic environment at Kadi, 45 kms away from the Ahmedabad,
this plant is a first-of-its-kind in Gujarat and third in India. The factory premise
spans over an impressively built-up area of around 37,000 sq. ft. with open land of
about 50,000 sq.mt. that ensures pollution-free surroundings. Each building is
designed to achieve efficiency in loading and unloading the finished products. The
entire plant is dust-proof and equipped with efficient machines which sort, de-
stone, clean, de-moisturize, grind and blend the various raw materials.
Computerized mechanisms and the process automation keep the product
absolutely untouched by human hands, thus ensuring 100% hygiene.

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1.4 Brief History

J.P.Foods one of the leading producers and distributors of Basic as well as

Blended Masala’s is among the fastest growing industries in state of Gujarat. J. P.
Foods is promoted by J. P. Tobacco Products Ltd., a national leader in tobacco
products. The different activities of the Group Companies include manufacturing
of Bidies, Pharmaceuticals, and transport with a turnover exceeding 3900 Million
Indian Rupees.

J.P. Foods India launched its range of basic masala’s in March 1999, under the
brand name 'WONDER MASALA'. The company has already set its distribution
and retail network in whole of Gujarat, Rajasthan, Punjab, Haryana, Himachal
Pradesh, and J&K. The products will soon be available in other states of India.

J.P. Foods today operates with a high profile organizational network. The
company has developed enlightened management capabilities owing to a unique
fusion of entrepreneurship with professional expertise. The company has a full-
fledged distribution network comprising of super stockist, distributors all over
Gujarat, Rajasthan, Punjab, Haryana, Himachal Pradesh, and J&K, and its logistics
team to ensure timely supply.

With the roaring success of the initial launch, the company has now embarked
on an expansion plan to increase production capacity three-fold within a short span
of time.

S.V.INSTITUTE OF MANAGEMENT, KADI 4

 1.5 Quality of the company
A number of measures have been implemented for high-quality production. A
standard operating procedure has been adapted to manufacture quality products in
our factory as per AGMARK standards. The material is fumigated before
grinding, which destroys all the traces of fungus, bacteria and the rodents. The
material is ground at a lower temperature than at conventional plants, so that the
aroma and flavour are not lost during the grinding process. Enough care is taken to
ensure that dust and bacteria do not enter the plant and storage areas. Continuous
atomization has been adapted to ensure that human hands do not touch the
material. Meticulous checks are maintained in all the manufacturing, storing and
packaging departments to heighten the original flavour and aroma of the spices.

Food Technologist
In order to produce the best product quality and blends, the company has hired the
services of a food technologist. He has been instrumental in offering the best
quality standards, duly acknowledged by domestic and foreign buyers. He is also a
consultant to other organizations who conduct nutrition programmes in India.

Government Certifications
Our product confirms to Indian government standards and has the AGMARK label
on its basic spices. The company is also registered with the Spice Board of India-
Cochin, The Federation of Indian Export Organizations - New Delhi & The
Agriculture and Processed Food Products Export Development Authority
(APEDA)-New Delhi and various Indo-Foreign Chambers of Commerce.

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Quality Control & Laboratory
The company has its own stringent quality checks and test laboratories which have
put our products on the global map and encouraged us to get registered with
international organizations. The laboratory offers analytical services to analyses
spices for physical, chemical and microbial contaminants. The analysis of spices
for pesticide residues and presence of aflatoxin are also undertaken. Needless to
mention, our short exposure in the domestic markets has earned us the title of the
No. 1 quality product, leaving behind other established players.

Contact us :

HEAD OFFICE
J.P. FOODS
1001, ATMA HOUSE,
ASHRAM ROAD.
AHMEDABAD 380009. GUJ. INDIA
PHONE : +91 79 26587881-82-83-84
FAX :l +91 79 26584769

FACTORY ADDRESS:
J.P. FOODS
215,BUDASAN,
TALUKA- KADI,
DISTRICT: MEHSANA (N.G.) INDIA
PIN: 382715

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 1.6 Product profile

The products available in the Indian market are classified into above categories.

 Basic spices
 Chilly Powder
 Coriander Powder
 Kashmiri Chilly Powder
 Amchoor Powder
 Supreme Garam Masala
 Cumin Whole (Jeera)
 Turmeric Powder
 Coriander-Cumin Powder
 Black Pepper Powder
 Hing (Asafoetida) Powder
 Achar Masala

 General spices

Anistar Whole Fenugreek Crushed

Anistar Powder Fenugreek Powder
Bay Leaves Whole * Ganthoda Whole
Bay Leaves Powder Ganthoda Powder
Cardamom (Black) Ginger Whole
Cardamom Whole (Green) Ginger Powder
Cardamom Granules (Green) Kachri

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 Cardamom Powder (Green) Mace Whole
Cardamom Whole (White) Mace Powder
Cinnamon Stick (Flat) Mint Leaves Whole
Cinnamon Stick (Round) Mint Leaves Powder
Cinnamon Powder Mustard Crushed
Cloves Whole Nutmeg Powder
Cloves Powder Nutmeg Whole
Coriander Crushed Pepper Whole (Black)
Curry Leaves (Whole) Pepper Crushed (Black)
Curry Leaves Powder Pepper Powder (Black)
Dagar Phool Whole * Pepper Whole (White)
Dagar Phool Powder Pepper Crushed (White)

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 Basic Spices

Chilly Powder
Wonder Chilly Powder is the Turmeric is a ground root of a plant
predominantly grown in India.

Packing available in (6gms, 50gms, 100gms, 200gms, 500gms,

1Kg, 5Kg & 20Kg)

Coriander Powder
When there's a need to heighten the aroma of any cuisine, you can
trust the authenticity of Wonder Coriander Powder.

Packing available in (6gms, 100gms, 200gms, 500gms, & 10Kg)

Kashmiri Chilly Powder

Wonder Kashimir Chilli Powder is a produce of finely ground,
distinctly flavoured Kashimiri chillies.

Packing available in ( 50gms, 100gms )

Amchoor Powder
Amchoor Powder (Dry Mango Powder) is obtain by grinding clean,
dried, peeled mango slices. Dry Mango Powder can be used instead
of tamarind or Citric Acid.

Packing available in (50gms, 100gms)

Supreme Garam Masala

This Wonder's blend is pepper-based and specifically blended to
impart more pungency.

Packing available in (50gms, 100gms, 500gms )

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 Cumin Whole (Jeera)
Wonder Jeera whole pure and reliable

Packing available in (100gms)

Turmeric Powder
Turmeric is a ground root of a plant predominantly grown in
India. With Wonder Turmeric Powder, what you get is this herb's
natural core essence.

Packing available in (6gms, 50gms, 100gms, 200gms, 500gms,

1Kg, 5Kg, & 20Kg)

Coriander-Cumin Powder
Wonder sources the best-grown cumin from the fertile, loamy
regions of Gujarat and Rajasthan.

Packing available in ( 100gms, 200gms, 500gms & 10Kg)

Black Pepper Powder

Packing available in (50gms, 100gms)

Hing (Asafoetida) Powder

Wonder Hing (Asafoetida) has an aromatic, pungent whiff. Its
distinct tang, adds a memorable taste and a heavy flavour to your
cooking.

Packing available in (10gms, 25gms, 50gms, 100 gms, 200gms)

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 Achar Masala
Since centuries the preparation of pickles, though a very tedious
and time consuming process, has been a tradition in several
Indian households.

Packing available in (200gms, 500gms)

 Blended spices

Sambhar Masala
Sambhar, originally from down south, has the reputation of being
an excellent diet food.

Packing available in (15 Gms, 50 Gms, 100 Gms)

Garam Masala
Usually sprinkled to enhance taste when the dish is prepared,
Wonder Garam Masala is regarded as an essential taste enhancer.

Packing available in
(10 gms, 15 gms, 50 gms, 100 gms)

Pav Bhaji Masala

'‘Pav’ bread and ‘Bhaji’ means mashed vegetables fried on a flat
pan, with a lot of butter.

Packing available in ( 15 gms, 50 gms, 100 gms)

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 Chhole Masala
Wonder Chhole masala exquisitely blends 24 different home-
fresh spices, giving the perfect proportion of exotic taste and
flavour to your chhole (chickpeas) recipe.

Packing available in (15 Gms, 50 Gms, 100 Gms)

Meat Masala
Wonder Meat Masala, a pepper-coriander -chilly based blend,
gives a hot taste to non-vegetarian dishes, especially meat

Packing available in (10 Gms, 15gms, 50 Gms, 100 Gms)

Kitchen King Masala

Packing available in (50 Gms, 100 Gms, 500 Gms)

Chaat Masala
Wonder Chaat Masala is a piquant blend that garnishes salads,
sandwiches, fresh fruits, finger chips, snacks, sprouted beans etc.
Wonder chat masala enjoy the distinct taste.

Packing available in (15 Gms, 50 Gms, 100 Gms)

Tea Masala
Wonder Tea masala is pepper and ginger based blend that gives
your tea a refreshing touch. The tantalizing aroma and rich flavour
will make you ask for more.

Packing available in (15 Gms, 50 Gms, 100 Gms)

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 Pani Puri MasalaPani Puri is seldom made at home, or so it's
believed. In this very appetizing snack, the key factor is how you
flavour the 'pani'.

Packing available in (50 Gms, 100 Gms)

Biryani/Pulav Masala
Wonder Biryani Pulav Masala brings you the right combination
of blended spices, intermingled with taste-agents to make the
most aromatic biryani or pulav.

Packing available in (50 Gms, 100 Gms)

Chicken Masala
Chicken dishes are predominated by their original ingredients,
thus the flavoring spices should be perfectly blended.

Packing available in ( 15 gms, 50 gms, 100 gms)

Kasuri Methi
Wonder Kasuri Methi bring to you the natural essence of sun-
dried, pleasantly flavoured, fenugreek leaves. Wonder kasuri
Methi is chosen from the best fenugreek cultivation in India.

Packing available in (25 Gms, 100 Gms, 500 Gms)

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 Chapter - 2

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 2.1 RESEARCH PROPOSAL

Research Title

Market research to find out buying pattern of the consumer for spice products in
Talod & Modasa.

2.2 Research Objective

 To know current position of the market.

 To know buying behavior of consumer.
 To find out brand awareness.
 To know customers preferences for schemes.

Benefits

This study will be helpful to the company for know what consumers want to buy
regarding spice product in Talod and Modasa. And they take any decision on their
products.

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 2.3 Research design
Research design is a plan, structure, strategy of investigation conceived so as to obtain
Answer to research question and to control variance”

2.1.1 TYPE OF RESEARCH DESIGN

(I) Descriptive Design - The customer’s knowledge, beliefs, and

satisfaction of services can be judge through this type of research.
Descriptive study may be necessary in other cases when a descriptive
study could be taken up are when researcher is interested in knowing the
proportion of the people in a given population who have behaved in a
particular manner, making projections of a certain thing, or more
variables.

(II) Multiple Design -

Research plan

Data source
 Secondary : Online source, magazines, previous research paper
 Primary data : Survey

Basically there are two approaches in collection of primary data.

• Observation
• Survey
We have used survey in our research. In Survey we have used Personal survey
Communication approach

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 Questioning : Use structured questionnaire
 Media : Personal

Sampling plan
 Sampling unit
• Consumers

 Sample size
• 100 consumers

 sampling method
• Quota sampling

We were given two areas Modasa and Talod for survey of consumers buying
behavior. We have been told to survey 50 people in each city.

Data analysis

 Testing method
• Central tendency

 Software
• MS Office

2.4 Limitations of the study

 The research area is limited to Modasa and Talod.

 This survey is for branded spice products only.
 It difficult to predict the satisfaction level of the consumers.

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 2.5 Literature review

A literature review is a summary of previous research on a topic. Literature

reviews can be either a part of a larger report of a research project, a thesis or a
bibliographic essay that is published separately in a scholarly journal.

The purpose of a literature review is to convey to the reader what knowledge and
ideas have been established on a topic and what are the strengths and weaknesses.

It is a survey method for the company to know their position in the market and see
the market share.

About Spice products

 We check out how many people use branded spice products.
 We find out that which people have to purchase spice products in a year.
 We check about the behave of the purchase of spice products.
 We are finding that how many people take decision in their family for
purchase spice products.

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 Chapter - 3

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 3.1 Talod Area

Q.1) What kind of spice product do you purchase?

Branded Non Branded Both

42 48 10

Rationale:-This is a qualifying question, to find out whether to proceed with

the line of question, because our sample criteria are users of branded spice
products.

Data analysis:-

 This survey shows that 42% of responded prefer branded spices. 48% non
branded and rest of the people prefer both branded as well as non branded.

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Q.2) Rank the place from where you purchase the spices the most ?
(Give marks out of 5)

Place Name 1 2 3 4 5 Score

Handy Retailers 12 4 4 5 25 123
Hyper / Super market 45 2 3 0 0 242
NGO 50 0 0 0 0 250
From Physically
challenged people 50 0 0 0 0 250
Other 33 0 0 2 15 184

Note: Rank 1 is given weight 5

Rank 2 is given weight 4

Rank 3 is given weight 3

Rank 4 is given weight 2

Rank 5 is given weight 1

For example, score of price= (12*5) + (4*4) + (4*3) + (5*2)

+ (25*1) = 123

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 Rationale: Customers gave more preference to which factor while
purchasing the spice product is the rationale of this question.

Data Analysis:

 From the survey we came to know that most of the consumer purchasing
spices in handy retailer. And they give highest weightage in spices at
handy retailers.

 Second factors of consumer in Talod area people are not going to super
market/hyper market. Very few hyper market in Talod area so people are
not go to them. And they give first rank for the highest weightage at
spices.

 In Talod Area respondents are not buying from NGO and physically
challenged people.

 Many people are buying spice products in other shop like flour factory.

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Q.3) How frequently do you purchase the spices ?

Yearly Quarterly Monthly Not Fixed

28 2 12 8

Rationale: This question was asked to those people how many time
purchased spice products in a year. Reason for asking this question is to
know their buying pattern for spice product. If they use branded products
then they buying at monthly.
Data Analysis:
 From the survey we came to know that 56% of respondent prefer to
purchase spice like Chilly powder and Turmeric powder once in year.
 Only 4% respondents prefer to purchase quarterly.
 24% respondents prefer monthly purchase.
 16% respondents were not sure.

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Q.4) Who makes purchase decision in your family ?

Male Female Both

24 62 14

Rationale: This question was asked to those people. Whose takes a decision
for purchasing spices?

Data Analysis:

 From the survey we analysis that mostly Female purchasing spices. But
sometimes Male is helping their wives.

 24% Male respondents make decision for purchasing spices.

 We survey and see that mostly 62% female purchase spices but they are
not purchase branded few are buying branded and other are buying non
branded products.

 Some 14% educated people are giving answer that anybody purchase
spice products in our family.

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Q.5) Does the payment method influence your purchase decision ?

Yes No
100 0

Rationale : This question was asked to those people who have to use
different payment method.

Data Analysis:

All people said yes they use payment method for purchase.

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Q.5.1) If yes, what would you prefer ?

Credit Cash
0 100

Rationale: - Rationale of this question is to check about how many people

paid for spice product for their credit card and cash.

Data analysis:

 From the survey of our respondents we came to know that any single
person does not use credit card in purchase spices. Because of the Talod
area not a super market and any facility of payment by credit card.

 All people are paying cash amount for purchase spices.

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Q.6) Does the information regarding the ingredients matter for you ?
Do you read the information written on the package ?

Does not matter Matter but don’t Matters & read

read
60 16 24

Rationale: - Rationale of this question is to check about which people

have to read the information before using spice product like pav
bhaji masala, chat masala, chhole masala etc.
Data analysis:
 From this survey we came to know that for 40% of respondents the
information regarding the ingredients matter out of 24% of which prefer
to read this information on the packages and rest of which don’t read. And
for 60% of people this information does not matter.

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Q.7) Do you read the mfg. and expiry date ?

Always Sometimes Never

50 14 36

Rationale: - Rationale of this question is to check about which people have

to read manufacture and expiry date on the packing.

Data analysis:
 From the survey of our respondents we came to know that which people
read expiry date before using spices or purchasing packing. Only 50%
people read manufacture and expiry date on the packing.

 14% people read sometimes the expiry of the packing of spice product.

 But 36% people are do not read the manufacture and expiry date on the
packing before using their food.

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Q.8) Do you use one spice product for more than one use ?

Yes No Sometimes

15 26 9

Rationale: - We are asking this question of the people for check about
which people are using one spice product in another food. Like some people
using chhole masala in vegetable.

Data analysis:

 From the survey of respondents we came to know that 30% of people use
a single spice product more than one use i.e. other than there actual use.

 52% people use specific spices for specific food.

 And 18% people use single spice product more than one use for
sometimes.

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Q.9) Do you try to know the manufacturer of the product you purchase ?

Yes No
6 94

Rationale: - We ask this question for the people know the manufacture of the
product. We check their aware about the product or not.

Data analysis:

 The survey shows that only 6% of people have a try to know manufacture
of the product.

 And rest of people never tried.

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Q.10) Which product would you purchase ?

Product you cannot see 0

Product you can see but cannot touch 2
Product you can see, can touch, and 48
can smell as wells

Rationale: - We ask this question for know that how people buying
product they can see and buy or touch and buy or smell and buy.

Data analysis:

 From the survey of 50 respondents we came to know that mostly 48

people are product can see and touch and smell the product then after
they have buy.

 2 people out of 50 people they are not touch the product but they have
seen the product. And they are buying the product.

 Not any single people are buying the product which they have not seen.

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Q.11) Rank the factors that attract you most ?

Factors 1 2 3 4 5 6 Score
Advertisement 11 6 12 14 5 2 198
Recommendation from
friends or relatives 5 8 7 20 8 2 176
Relation with retailer 12 6 3 8 13 8 172
Lower Price
Look / Appearance
(Packaging) 13 13 12 3 4 5 213
Benefiting Offers 4 14 15 11 4 2 197
Other 4 3 4 2 4 3 72

Note: Rank 1 is given weight 6

Rank 2 is given weight 5

Rank 3 is given weight 4

Rank 4 is given weight 3

Rank 5 is given weight 2

Rank 6 is given weight 1

For example, score of price = (11*6) + (6*5) + (12*4) + (14*3)

+ (5*2) + (2*1) = 198

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 Rationale: Customers gave more preference to which factor attract for
the purchase.

Data Analysis:

 From the survey we came to know that most of the consumer attracting
at the lowest price of the product.

 Second factors they gave to highest weightage of advertisement.

 People giving third rank of benefiting offer and scheme of the products.
They have like to purchase a benefitable product and lowest price
product.

 In Talod Area respondents are giving fourth rank of the relatives and
friends.

 They are giving fifth rank of the relation of the retailer which suggests
them for purchase new product.

 Any other people are giving sixth rank of others.

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Q.12) When do you bargain ?

Always Sometimes Never

36 22 42

Rationale:- We ask this question for the knowing that people bargain on
the purchase for the products at the grocery stores, super markets.

Data analysis:

 From the survey of respondents we came to know that for 36% of

people bargaining matter a lot.

 22% of people use to bargain for some products only.

 Rest of the people said that they don’t prefer to bargain on price.

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Q.13) The famous brand name increases your interest in product.
(State the degree of agreement/ disagreement) ?

Strongly Strongly
agree Agree Neutral Disagree disagree
Respondent 10 16 22 2 0

Score
Agree Neutral Disagree
Respondent 98 22 6

Note: Weight 5 is given to strongly agree

Weight 3 is given to Agree

Weight 1 is given to Neutral

Weight 3 is given to Disagree

Weight 5 is given to strongly disagree

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 Rationale:- To measure consumer preference in different characteristics of
Spice Products. And they know or not we check, so we ask this question.

Data Analysis:

 We survey of respondent that 26 people agree to this question and their

score is 98.

 In respondent that 2 are disagree to this question and they have given 6
score in their response.

 And last 22 people are giving indifferent answer for this question and
they given the 22 score for this question.

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Q.14) Discounts or Gift coupons make you purchase.
(State the degree of agreement/disagreement)

Strongly Strongly
agree Agree Neutral Disagree disagree
Respondent 3 11 23 9 4

Score
Agree Neutral Disagree
Respondent 48 23 47

Note: Weight 5 is given to strongly agree

Weight 3 is given to Agree

Weight 1 is given to Neutral

Weight 3 is given to Disagree

Weight 5 is given to strongly disagree

S.V.INSTITUTE OF MANAGEMENT, KADI 37

 Rationale: - We ask this question for the people know that discount or
gift coupon give some product of any company that they are buying or not.

Data analysis:

 From the survey we taken some peoples answer that mostly 14 people
agree to this question because they have taken some product with gift
coupon.

 13 people are disagreeing this question because they do not believe this
question. They give answer that company are not give a gift coupon.

 Some 23 people are giving indifferent answer they are saying that we
hear and sometimes we purchase this kind of product from the grocery
stores.

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 3.2 Modasa Area

Q.1) What kind of spice product do you purchase?

Branded Non Branded Both

58 36 6

Rationale:-This is a qualifying question, to find out whether to proceed with

the line of question, because our sample criteria are users of branded spice
products.

Data analysis:-

We have surveyed 50 respondents in Modasa from which 58% respondent

are buying non branded spice products. And 36% respondents are buying
branded and only 6% respondent buying both spices.

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Q.2) Rank the place from where you purchase the spices the most ?
(Give marks out of 5)

Place Name 1 2 3 4 5 Score

Handy Retailers 11 3 6 4 26 119
Hyper / Super market 27 9 11 2 1 209
NGO 50 0 0 0 0 250
From Physically
challenged people 50 0 0 0 0 250
Other 27 5 1 1 16 176

Note: Rank 1 is given weight 5

Rank 2 is given weight 4

Rank 3 is given weight 3

Rank 4 is given weight 2

Rank 5 is given weight 1

For example, score of price= (11*5) + (3*4) + (6*3) + (4*2) + (26*1) = 119

S.V.INSTITUTE OF MANAGEMENT, KADI 40

 Rationale :- Customers gave more preference to which factor while
purchasing the spice product is the rationale of this question.

Data Analysis:

 From the survey we came to know that most of the consumer purchasing
spices in handy retailer. And they give highest weightage in spices at
handy retailers.

 Second factors of consumer in area people sometimes going to super

market/hyper market. Very few hyper markets in Modasa, so some people
are go them. But mostly they give first rank for the highest weightage at
spices.

 In Modasa Area respondents are not buying from NGO and physically
challenged people.

 Many people are buying spice products in other shop like flour factory.
But some respondent gave highest weightage was first rank.

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Q.3) How frequently do you purchase the spices ?

Yearly Quarterly Monthly Non Fixed

33 2 10 5

Rationale: This question was asked to those people how many time
purchased spice products in a year. Reason for asking this question is to
know their buying pattern for spice product. If they use branded products
then they buying at monthly.
Data Analysis:
 From the survey we came to know that people buying spice products like
Chilly powder and Turmeric powder in yearly. 33 respondent gives
answer for yearly.
 Only 2 respondent buying spice products in quarterly. And they also use
branded products.
 10 respondents from out of 50 respondent buying monthly branded
products.
 5 respondents saying that they have not fixed which time they have
purchase spice product. They are buying on their need.

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Q.4) Who makes purchase decision in your family ?

Male Female Both

14 68 18

Rationale: This question was asked to those people. Who takes a decision
for purchasing spices?

Data Analysis:

 From the survey we analysis that mostly Female purchasing spices. But
sometimes Male is helping their wives.

 Out of 50 only 14% Male respondents makes decision for purchasing spices.

 We survey and see that mostly 68% female purchase spices but they are not
purchase branded few are buying branded and other are buying non branded
products.

 Some 18% people are giving answer that anybody purchase spice products in
our family.

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Q.5) Does the payment method influence your purchase decision ?

Yes No
100 0

Rationale : This question was asked to those people who have to use different
payment method.

Data Analysis :
All people said yes they use payment method for purchase.
We asking this question because we know that which tu

S.V.INSTITUTE OF MANAGEMENT, KADI 44

Q.5.1) If yes, what would you prefer ?

Credit Cash
0 100

Rationale: - Rationale of this question is to check about how many people

paid for spice product for their credit card and cash.

Data analysis:

 From the survey of respondents we came to know that any single person
does not use credit card in purchase spices. Because of the Modasa area
very few super markets. And not any facility of payment by credit card.

 All people are paying cash amount for purchase spices.

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Q.6) Does the information regarding the ingredients matter for you ?
Do you read the information written on the package ?

Does not matter Matter but don’t Matters & read

read
60 10 30

Rationale: - Rationale of this question is to check about which people have

to read the information before using spice product like pav bhaji masala, chat
masala, chhole masala etc.
Data analysis:
 From the survey of 50 respondents we came to know that which people
matter about the read and use masala’s in their food. 60% people does not
read the information what they added and how use in the food.
 Some respondent says that 10% people have not read but they should matter
what added in masala’s.
 Only 30% people have to read and they have matter what added in the spice
product and masala’s.

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Q.7) Do you read the mfg. and expiry date ?

Always Sometimes Never

62 14 24

Rationale: - Rationale of this question is to check about which people have

to read manufacture and expiry date on the packing.

Data analysis:

 From the survey of 50 respondents we came to know that which people read
expiry date before using spices or purchasing packing. 62% people read
manufacture and expiry date on the packing.

 14% people read sometimes the expiry of the packing of spice product.

 But 24% people are do not read the manufacture and expiry date on the
packing before using the food.

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Q.8) Do you use one spice product for more than one use ?

Yes No Sometimes

16 20 14

Rationale:- We are asking this question of the people for check about which
people are using one spice product in another food. Like some people using
chhole masala in vegetable.

Data analysis:

 From the survey of respondents we came to know that people have to use one
spice product in another item. 16 people says yes to use the one to another
spices.

 20 people not using one spice in another vegetable.

 And 14 respondent using sometimes one spice product in another food.

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Q.9) Do you try to know the manufacturer of the product you purchase ?

Yes No
10 40

Rationale:- We ask this question for the people are knowing the manufacture
of the product. We check their aware about the product or not.

Data analysis:

 From the survey of our respondents we came to know that only 20% people
are know that the manufacture of the product.

 80% people are not aware about the manufacture of spice product they are
using their home.

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Q.10) Which product would you purchase ?

Product you cannot see 0

Product you can see but cannot touch 4
Product you can see, can touch, and 46
can smell as wells

Rationale: - We ask this question for know that how people buying product
they can see and buy or touch and buy or smell and buy.

Data analysis:

 From the survey of 50 respondents we came to know that mostly 46 people

are product can see and touch and smell the product then after they have
buy.

 4 people out of 50 people they are not touch the product but they have seen
the product. And they are buying the product.

 Not any single people are buying the product which they have not seen.

S.V.INSTITUTE OF MANAGEMENT, KADI 50

Q.11) Rank the factors that attract you most ?

Factors 1 2 3 4 5 6 Score
Advertisement 16 6 9 12 6 1 211
Recommendation from
friends or relatives 11 10 7 6 15 1 193
Relation with retailer 8 10 9 6 10 7 179
Lower Price
Look / Appearance
(Packaging) 4 12 13 5 8 8 175
Benefiting Offers 8 8 8 17 8 1 188
Other 3 5 3 3 4 32 104

Note: Rank 1 is given weight 6

Rank 2 is given weight 5

Rank 3 is given weight 4

Rank 4 is given weight 3

Rank 5 is given weight 2

Rank 6 is given weight 1

For example, score of price = (16*6) + (6*5) + (9*4) + (12*3)

+ (6*2) + (1*1) = 211

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 250 211
193 179 188
200 175
150
104
100
50
0 Advertisement

Lower Price Look

Other
Relation with

Benefiting Offers
Recommendation
from friends or

/ Appearance
retailer

(Packaging)
relatives

Rationale: Customers gave more preference to which factor attract for

the purchase.

Data Analysis:

 From the survey we came to know that most of the consumer attracting at
the advertisement for the purchase product..

 Second factors they gave to highest weightage of friends and relatives.

 People giving third rank of benefiting offer and scheme of the products.
They have like to purchase a benefitable product and lowest price product.

 In Modasa Area respondents are giving fourth rank of the Relative retailers.

 They are giving fifth rank of the lowest price of the product. They are ready
to purchase of lowest product.

 Any other people are giving sixth rank of others.

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Q.12) When do you bargain ?

Always Sometimes Never

36 32 32

Bargaining in market

32%
36%

Always
Sometimes
Never

32%

Rationale: - We ask this question for the knowing that people bargain on
the purchase for the products at the grocery stores, super markets.

Data analysis:

 From the survey of respondents we came to know that 36% people are
always bargain in the market of all types of purchase product.

 32% people say that we are bargaining on some product whose bargain in
their price.

 Mostly 32% people are not bargain on the purchase price. They all are
eating branded spice product.

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Q.13) The famous brand name increases your interest in product.
(State the degree of agreement/ disagreement) ?

Strongly Strongly
agree Agree Neutral Disagree disagree
Respondent 15 13 18 2 2

Score
Agree Neutral Disagree
Respondent 114 18 16

Increases interest in product

120 114

100

80

60

40
18 16
20

0
Agree Neutral Disagree

Note: Weight 5 is given to strongly agree

Weight 3 is given to Agree

Weight 1 is given to Neutral

Weight 3 is given to Disagree

Weight 5 is given to strongly disagree

S.V.INSTITUTE OF MANAGEMENT, KADI 54

 Rationale: To measure consumer preference in different characteristics
of Spice Products. And they know or not we check, so we ask this question.

Data Analysis:

 We survey of respondent that 28 people agree to this question and

their score is 114.

 In respondent that 4 are disagree to this question and they have given
16 score in their response.

 And last 18 people are giving indifferent answer for this question and
they given the 18 score for this question.

S.V.INSTITUTE OF MANAGEMENT, KADI 55

Q.14) Discounts or Gift coupons make you purchase.
(State the degree of agreement/disagreement)

Strongly Strongly
agree Agree Neutral Disagree disagree
Respondent 3 15 16 5 11

Score
Agree Neutral Disagree
Respondent 60 16 70

Discount or gift coupon

80
70
70
60
60
Respondent

50
40
30
20 16
10
0
Agree Neutral Disagree

Note: Weight 5 is given to strongly agree

Weight 3 is given to Agree

Weight 1 is given to Neutral

Weight 3 is given to Disagree

Weight 5 is given to strongly disagree

S.V.INSTITUTE OF MANAGEMENT, KADI 56

 Rationale: - We ask this question for the people know that discount or
gift coupon give some product of any company that they are buying or not.

Data analysis:

 From the survey we taken some peoples answer that mostly 18 people
agree to this question because they have taken some product with gift
coupon.

 16 people are disagreeing this question because they do not believe this
question. They give answer that company are not give a gift coupon.

 Some 16 people are giving indifferent answer they are saying that we
hear and sometimes we purchase this kind of product from the grocery
stores.

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 Chapter - 4

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 4.1 Findings
 From our survey of consumers we have found that overall 50% of
consumers prefer branded Spices over unbranded spices so we can say
that people prefer both kind of spices equally.
 Our Our survey shows that people using branded spices prefer to
purchase their spices from handy retailers over hypermarket
 Survey shows that 61% of consumers prefer to purchase basic spices
like chilly powder. Turmeric powder, coriander powder etc. only once
in year.
 Survey Our survey shows that very few people are aware about
Wonder masala & Ramdev is the only brand almost everyone are
aware about, which reflects that Ramdev is a market leader.
 Our survey depicts that in around 65% of family female member
takes the purchase decision..

S.V.INSTITUTE OF MANAGEMENT, KADI 59

 4.2 Recommendations.

 Company should go for TV ad in lockal channel like siti news & e-tv
news.because now a days TV is available in most of the houses so it is easiest way
to reach targeted audience.

 if it is possible ,as an option company should arrange some cookery shows in

areas like modasa & talod to attreact the people & to make them aware about the
Brand.

 Company should also go for hoardings, poster ad and news paper ad showing
attractive & colored posters of its product so it can attract people. As our survey
shows, mostly female members of family make purchase decision so company
should choose SAHIYAR , WOMEN BHASKER etc. to place their advertisement
in.

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 Chapter - 5

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 Conclusion
We surveying most of the house wives so it helpful for increasing our knowledge
that which people are purchasing with their behaviour. *After evaluating and
considering the method of analysing the findings, it can be concluded.

 Here we like to conclude that observing the share of wonder masala in the
area of Talod and Modasa. This two areas people have never purchase
wonder masala’s spice product.
 Company have better distribution network in big cities especially with big
retailers.
 Most of the people have heard about the wonder masala in these areas.
 We have practical knowledge by concluding this survey and it is
memorable experience for us.
 We suppose to company should make more distributor network in small
cities and rural area. Because they are not knowing of wonder masala.

S.V.INSTITUTE OF MANAGEMENT, KADI 62

 Chapter - 6

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 BIBLIOGRAPHY

One man is not a complete man. He has to take advice or help to do some work.
When we are not able to do some work or work is knew and unknown for us we
have to take help from others.

To prepare this project, I have used following books and materials.

BOOKS

 Marketing Management, 13th Edition.

- Philip kotler

- Kevin Keller

- Abraham koshy

- Mithileshwar Jha.

 Market Research, An Applied Orientation (4th Edition)

- Naresh K. Malhotra

WEB SITE

 www.jpfoodsindia.com
 www.baapho.com
 www.managementparadise.com

S.V.INSTITUTE OF MANAGEMENT, KADI 64

 Chapter - 7

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 QUESTIONNAIRE FOR CONSUMER

Respected Sir/ Madam,

Being a student of MBA (S. V. Institute of Management). We are here to

conduct to a marketing research as part of our MBA program & as a partial
requirement of Gujarat technological university. This survey is regarding
consumers’ buying pattern regarding spice products have for the J. P. Foods
& its brand “wonder masala”. Your honest opinions will be highly valued
and appreciated. Participation in this survey is completely voluntary.

Your personal detail will not be published.

1. What kind of spice product do you purchase?

Products Tick Mark

Branded
Non Branded (loose/local)
Both

2. Rank the place from where you purchase the spices the most ?
(Give marks out of 5)

Place Name Rank

Handy Retailers 1____2____3____4____5____
Hyper / Super market 1____2____3____4____5____
NGO 1____2____3____4____5____
From Physically challenged people 1____2____3____4____5____
Other 1____2____3____4____5____

S.V.INSTITUTE OF MANAGEMENT, KADI 66

3. How frequently do you purchase the spices ?
a. Yearly
b. Monthly
c. Quarterly
d. Not fixed

4. Who makes purchase decision in your family ?

a. Male
b. Female
c. Both

5. Does the payment method influence your purchase decision ?

Yes  No 
If yes, what would you prefer ?
a. Credit 
b. Cash 
6. Does the information regarding the ingredients matter for you ? Do you
read the information written on the package ?
a. Does not matter
b. Matter but don’t read
c. Matters & read

7. Do you read the mfg. and expiry date ?

a. Always
b. Sometimes
c. Never

8. Do you use one spice product for more than one use ?
a. Yes 
b. No 
c. Sometimes 
S.V.INSTITUTE OF MANAGEMENT, KADI 67
9. Do you try to know the manufacturer of the product you purchase ?
a. Yes 
b. No 
10. Which product would you purchase ?
a. Product you cannot see
b. Product you can see but cannot touch
c. Product you can see, can touch, and can smell as wells

11. Rank the factors that attract you most ?

Factors Rank
Advertisement
Recommendation from friends or relatives
Relation with retailer
Lower Price
Look / Appearance (Packaging)
Benefiting Offers
Others

12. When do you bargain ?

a. Always
b. Sometimes
c. Never

13. The famous brand name increases your interest in product.

(State the degree of agreement/ disagreement)
a. Strongly agree
b. Agree
c. Neutral
d. Disagree
e. Strongly disagree

S.V.INSTITUTE OF MANAGEMENT, KADI 68

14. Discounts or Gift coupons make you purchase.
(State the degree of agreement/disagreement)
a. Strongly agree
b. Agree
c. Neutral
d. Disagree
e. Strongly disagree

 Personal Details :-
Name _____________________________________________________

Address ____________________________________________________

_____________________________________________________

Area ___________________ Age __________________

Contact No. _______________________________________

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