INDEX

Chapter Particular Page no.

Acknowledgement I
Student Declaration II
Authorisation of Creambell
Authorisation of Principal
Authorisation of Guid
Executive Summary III

CHAPTER 1 Introduction 2-11

1.1 Overview of the Industry 3
1.1.1 Ice-Cream segment of FMCG 3
1.1.2 Major Factors 4
1.1.3 Major Players of Ice-Cream In India 5-6
1.2 Company Profile 7
1.2.1 Company History 8-11

CHAPTER 2:- Research Methodology 12-16

2.1 Objective of The Study 13
2.2 Types of Research Design 14
2.3 Research Design 15
2.3.1 Sample Design 15
2.3.2 Sample Size 15
2.3.3 Sampling Method 16
2.3.4 Sample Type 16
2.4 Data Collection Method 16
2.5 Limitation of the Study 16

CHAPTER 3:- Data Analysis 17-38

Methods and Techniques of Data
3.1 18
Analysis
3.1.1 Data Analysis Concept 18
3.1.2 Data Analysis Process 19
3.2 Detail Analysis 20-38

Findings, Conclusion &

CHAPTER 4:- 39-44
Suggestions
4.1 Interpretation 40
4.2 Findings 41-42
4.3 Conclusion 43
4.4 Suggestions 44

CHAPTER 5:- Appendix & Bibliography 45-48

5.1 Sample Questionnaire 46-47
5.2 Bibliography

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 CHAPTER 1

INTRODUCTION

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1.1 Overview of the Industry

Basically the ice-cream business comes under FMCG sector. It refers to the Fast Moving
Consumer Goods which are non-durable and daily use products. It is also called as consumer
packed goods industry. It deals in five segments, Personal care, Household care, Food &
Beverage, Stationary and Oral care. FMCG sector is an evergreen sector and there is no chance
of downfall or huge recession in this sector. Vastrural market, consumer’s increasing spending
power, increasing of population and entrance of MNC’s in FMCG sector are indicate the
upcoming great opportunity in this sector. In India, the condition of FMCG sector is very well and
challenging. India is an important market for FMCG players. The Indian FMCG sector is
the fourth largest sector in the economy with a total market size of around US$ 18.1 bn.
Penetration levelas well as per capita consumption in most product categories like jams,
toothpaste, skincare, hair wash etc in India is low indicating the untapped market potential.
Burgeoning Indian population, particularly the middle class and the rural segments, presents an
opportunity to makers of branded products to convert consumers to branded products. Growth is
also likely to come from consumer 'upgrading' in the matured product categories. With 200
million people expected to shift to processed and packaged food by2010, India needs
around US$ 28 billion of investment in the food-processing industry. Around 70 per cent of the
total households in India (188 million) reside in the rural areas. The total number of rural
households is expected to rise from 135 million in 2001-02 to153 million in 2009-10.

1.1.1 Ice-Cream segment of FMCG

Ice-cream is one of the most important parts of FMCG sector. It comes under Food and
Beverage segment. The total market value of Ice-cream trade in India is more than Rs.20000
crore. It is increasing day per day. During the year of 2002-02, there was very little demand of
Ice-cream in India but as the time passed away, the demand of Ice-cream is also increasing in
India. Now a day, there are six national level companies engaged in dealing with Ice-cream
including two MNCs. The demand of Ice-cream is also increases in India. As the demand of Ice-
cream is increasing in India but the market of Ice-cream is not as much as it’s share in US and
some other foreign countries. According to the survey of Motilal Oshwal, in the present time, the
per capita consumption of Ice-cream in India is US $0.2 which is US $49 in USA and US $33 in
Germany.

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We can see it in the following table:-

Fig.1 Per Capita Consumption of Ice-Cream (In Us $)

As given in the above table, the per capita consumption of Ice-cream in India is only US $0.2
which is much smaller than the same in USA, but the main thing is the increasing opportunities
for Ice-cream trade.

1.1.2 MAJOR FACTORS:-

1. The broad market of semi urban market.
2. Least no. of competition.
3. Increase in consumption level of people.
4. Favorable climate for ice-cream in India.
5. GDP growth and growth in per capita income.

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We can get all the data regarding the per capita income of India from the following table:

Fig.2 Per Capita Income of India Since 2000

As given in the table, the GDP of India is increasing in the last 5 years. It has brought a
remarkable change in the spending habits of consumers; it has moved the consumer’s
preferences from economic to premium products. In those days, people unhasitantly wants to
spend money on good and quality products. It has been a gain for food and beverage industry. As
the result the ice cream industry is also improving and it develops at an increasing rate.

1.1.3 MAJOR PLAYERS OF ICE-CREAM IN INDIA:-

At the present time, there are six major companies are working in this trade at the national level,
including two MNC. Except of it there are many other local companies are engaged in dealing
with ice-cream in different states of India. The details of these companies are given as follows:-

1. Hindustan Unilever Ltd. (Kwality Walls)

CEO- Nitin Pranjape Major
Brand- Kwality.
Net Turnover (march 2009)- Rs.-(250) lac.

2. Amul
CEO- Partho Bhatoli.
Major Brand- Stamina.
Net Turnover- Rs.78 cr.

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3. Mother Dairy
Major Brand- Mother Dairy.
Net Turnover (march 2009)-105 cr.

4. Devyani Foods Pvt. Ltd.

CEO- Kapil Agarwal Major

Brand- Cream Bell.
Net Turnover(2008)-80 cr.

5. Others.-
There are some other companies in this trade which are Vadilal, Appu and Big once etc.

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 1.2 COMPANY PROFILE

Creambell is an ice cream company in India established by the RJ Corporation in

2003. Creambell is located in 19 states in India.

Cream bell

Type- Public Company

Industry- Devyani Food Industrie Ltd.(RJ corp.)

Founded- 2003

Headquarters- New Delhi, India

Key people- Ama Poddar (RJ corp. Chairman)

Products- Ice cream, processed food

Parent- RJ corp.

Website- www.creambell.com

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1.2.1 COMPANY HISTORY

The company started in 2003, in collaboration with French dairy major Candia. Creambell has
approximately 15% market share in the Indian ice cream industry with a presence in 19 states
which covers the top 40 cities in India. Creambell has four manufacturing plants across India:
Baddi, Goa, Kosi near Agra and Anansol, and 35,000 retail outlets across the country. According
to Creambell, the company has grown six times from 2008 to 2013. In 2015, Creambell launced
Maxim Mini range of ice cream sticks in 2 variants: Pina-Orange and Chocolate Cookie.

AWARDS AND RECOGNITIONS

Creambell was declared as India's most promising brand for 2013 to 2014 at the WCRC Leaders'
Asia Summit held at Marriott Hotel in London's Grosvenor Square. The company received the
highest honor at the Great Indian Ice Cream Contest 2013 conducted by Indian Diary
Association. In the Great Indian Ice-cream Contest, from 8 categories of award, Creambell
topped the contest with 4 gold and 2 silver. Apart from these 6 awards Cream bell won 3 best in
the class awards.

DEVYANI FOOD INDUSTRIES PVT. LTD.

Devyani Food Industry is comes under RK Jaipuria group. It is generally known as RJ
Corporation. RJ Corp (India) started its dairy business in the year 2002 with pasteurized milk
& ice cream under the headship of CEO,Mr Madhu Sudan Parikh.
Being a well-diversified organization, RJ Corp is primarily engaged in breweries, real estate,
hospitality, healthcare, education, dairy, food services and retail and in the production of Dairy
Milk Products like Ultra Heat Treated Milk, soft beverages with annual turnover of about 15
billion. The company has huge operations of Pepsi, Costa Coffee, Pizza Hut, Beer, Ice Cream,
Dairy and others in various countries across the globe. With the emergence of economic
liberalization, Pepsi came to India in the year 1991 and with this Pepsi came to be partnered by
various companies in their beverage business. Mr .Ravi Kant Jaipuria, Pepsi king is a promoter
of group and a well-known Pepsi King. Being a professionally managed enterprise possess the
largest distribution networks in Nepal and India of FMCG products. They also have various
plants in countries like Africa and Asia. Moreover, RJ Corp (India) is a jointure venture
organization which is working in conjunction with “Sameer Agriculture & Livestock Ltd”.

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Sameer Group is a leading economic force in East Africa, with major investments and successful
operating companies in all key business.

Fresh Dairy Products

 Milk (3 variants; Toned milk, Double Toned Milk, Standardized Milk)
 Dahi (Pouch and Set Dahi)
 Lassi (2 Variants: Plain Lassi & Mango Lassi)
 Mishti Doi (2 Variants; Classic and Mango)

UHT Dairy Products

 Toned Milk
 Lassi (2 Variants: Plain Lassi and Mango Lassi)
 Flavoured Milk Drink

First moving consumer goods

Fast-Moving Consumer Goods (FMCG) or Consumer Packaged Goods (CPG) is products that
are sold quickly, and at relatively low cost. Examples include non-durable goods such
as packaged foods, beverages, toiletries, over-the-counter drugs, and other consumables. The
growth of the internet over the past quarter century, and the rise of the brand
community phenomenon has contributed greatly to demand. According to the AGOF internet
facts, 73% of Germany's population is online. Additionally, 83.7% of internet users claim to use
the web to search for information and 68.3% shop online. Vendors use this to their advantage to
connect with consumers and market their goods. This can then be used to target those consumers
who show high identification with a specific brand or good. Marketers of FMCG have
discovered this capability and are using it to build relationships with their customers to
understand what they want.

Many fast moving consumer goods have a short shelf life, either as a result of high consumer
demand or because the products deteriorate rapidly. Some FMCG, such as meats, fruits;
vegetables, dairy products, and baked goods are highly perishable. Other goods, such as pre-
packaged foods, soft drinks, candies, and toiletries have high turnover rates. Sales are sometimes
influenced by holiday or seasonal periods.

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Packaging is critical for FMCG. Logistics and distribution systems often require secondary and
tertiary packaging to maximize efficiency. Unit or primary packaging protects products and shelf
life while providing product information to consumers.

Though the profit margin made on FMCG products can be relatively small, they are generally sold in
large quantities; thus, the cumulative profit on such products can be substantial. FMCG is a classic low
margin and high volume business. According to BASES, 84% of fast-moving consumer goods
professionals are under more pressure to quickly bring new products to market than they were five or
ten years ago. With this in mind, 47% of those surveyed confessed that product testing suffers most
when deadlines are accelerated. The most innovative FMCG companies are now adopting agile
design Agile Marketing and development principles which allow them to remain nimble in response to
market demand and customer feedback.

VISION:

It has a vision to be the significant player in the global dairy industry. The company focuses on
Asian & African Markets and looks forward to expansion these countries.

Rural Consumers

Consumers in rural areas typically purchase goods from nearby towns and villages. Recently,
there has been a shift in consumer purchase behavior towards locally that has prompted the need
of promotional efforts on a local basis to generate brand awareness in small towns. FMCGs play
a large part in the economy as inelastic products that touch every part of consumer life in one
way or another. Businesses that supply FMCGs to a community can help provide numerous
employment opportunities in rural areas as well as drive down the cost of such products in those
areas. For instance, the FMCG sector in India is the 4th largest sector in its economy and
generates employment for more than 3 million people in downstream activities.

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Consumer behavior

The decision making of the consumer is determined by the pre purchase behavior, which is
preceded by the intention to buy/consume and a host of other antecedent factors. Some of these
factors are intrinsic to the consumer like the personal aspects –beliefs/evaluation based attitude
towards the act(purchase),while the extrinsic variables like social aspects- subjective norms and
the perceived /actual behavioral control etc., conditioned within the situational construct,
influence the consumer’s behavioral intention. Attitude–behavior consistency has been of great
interest to researchers since the 1930s. In the early 1970s, a number of researchers developed
attitude–behavior models that focused on the causal relationship between attitudes and behavior.

According to Kashyap behavior is a function of behavioral intentions, which are themselves a

function of attitudes and subjective norms. The Theory of Reasoned Action stipulates that beliefs
underlie a person’s attitudes and subjective norms, which ultimately determine intentions and
behavior. Researchers have drawn on attitude-behavior relationship, namely the theory of
planned behavior, to explain consumer behavior. The extrinsic aspects also condition the attitude
dimension, and the attitude functions (consumption motive) thus influencing the final purchase
decision of the consumer. The purchasing decision of the consumer is an individual one and the
complexity of the decision depends on the consumer’s degree of information search, the
evaluation of alternatives and the choice of products. The consumer decision-making process is a
sequential and repetitive series of psychological and physical activities ranging from problem
recognition to post-purchase behavior. Market dominated variables (such as the environment and
advertising) and consumer-dominated variables (such as needs, motives, personality and
perception) simultaneously interact to influence the consumer’s purchasing decision.

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 CHAPTER 2

RESEARCH METHODOLOGY

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2.1 OBJECTIVE OF THE STUDY

The main objective to conduct this research is to understand the FMCG market & develop the
perceptions of the customers.

Primary Objective

 To determine about the consumers perception about the products of cream bell.

 To understand and get the concept of Marketing of products.

 To get the practical implication of the process involved in any product launch.

SCOPE OF THE STUDY

The project scope involves the study of the relationship between the retailer and the company. It
aims is to increase the sales in the retailers' stores. By developing trust, manufacturers
and retailers can exploit their complementary skills to reduce transaction costs, adapt quickly to
marketplace changes, and develop more creative solutions to meet consumer’s needs. The project
scope also involves the finding of how a company can build healthy relationship with the
retailers to increase its sells.

Managerial Usefulness of the Study

This study helps to understand marketing research basic terminologies & different strategies for
different market situation.

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2.2 Types of Research Design

Quantative Research- Quantitative research generates numerical data or information that can be
converted into numbers. Only measurable data are being gathered and analyzed in this type of
research.

Qualitative Research- Qualitative Research on the other hand generates non-numerical data. It
focuses on gathering of mainly verbal data rather than measurements. Gathered information is
then analyzed in an interpretative manner, subjective, impressionistic or even diagnostic.

Research Methodology

 A questionnaire was prepared to justify the perception of the customer.

 Survey has been done out of the company covering a wide cross-section of north kolkata.

 The questions were presented in one to one interview with each of the respondents.

 Responses of the concerned persons had been thoroughly analyzed.

 Conclusions had been arrived by using the response of the concerned persons and not on
questionnaire alone.

In this context the questionnaire was not a fully-fledged one and was made with an intention of
getting the main information as retailers don’t have that much time to spare and also a long
questionnaire may irritate them. So the questionnaire used in my research was really crisp and
was aimed at getting the required information in the least time, also the questionnaire was used
for primary purpose only.

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2.3 Research Design

Research design specifies the methods and procedures for conducting a particular study. A
research design is the arrangement of conditions for collection and analysis of the data in a
manner that aims to combine relevance to their search purpose with economy in procedure.
Research design is broadly classified into three types as:

Exploratory Research Design

Descriptive Research Design

Causal Research Design

Descriptive Research Design

Descriptive research studies are those studies which are concerned with described the
characteristics of particular individual. In descriptive as well as in diagnostic studies, the
researcher must be able to define clearly, what he wants to measure and must find adequate
methods for measuring it along with a clear cut definition of population he want to study. Since
the aim is to obtain complete and accurate information in the said studies, the procedure to be
used must be carefully planned. The research design must make enough provision for protection
against bias and must maximize reliability, with due concern for the economical completion of
the research study.

2.3.1 SAMPLE DESIGN

A Sample Design is a definite plan for obtaining a sample from a given population. It refers to
the technique to the procedure adopted in selecting items for the sampling designs are as below-

2.3.2 SAMPLE SIZE

The sample size has been 100 retailers shop. Conclusions had been arrived at using the response
of the questionnaire.

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2.3.3 SAMPLING METHOD

In this marketing research project, I was provided with a retailers list by the company and visited
those retailers for the research.

2.3.4 SAMPLE TYPE

Area Sampling and the area of sampling is major part of north Kolkata.

2.4 DATA COLLECTION METHOD

Primary Data: - Primary data means data that are collected by different techniques like
questionnaire, Depth interview, Survey, Schedules etc. In this project, primary data has been
collected by the means of questionnaire.

Secondary Data: - Secondary data means data that are already available i.e.: they refer to the
data which have already been collected and analyzed by someone else. Usually published data
are available in: Various publications of the central, state/local governments or foreign
governments, technical and trade journals etc. The secondary data involved in this project has
been gathered from the articles, every dealers survey list provided by the company, internet.

2.5 Limitation of the Study

 The sample area and sample size has been limited due to time constraint.

 Customers (respondents) are reluctant for their feedbacks & opinions, and authenticity of
their statements can’t be verified too.

 All the observation and recommendation will be made on the feedback obtained from
survey.

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 CHAPTER 3

DATA ANALYSIS

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3.1 METHODS & TECHNIQUES OF DATA ANALYSIS

3.1.1 Data Analysis Concept

Data analysis is a practice in which raw data is ordered and organized so that useful information
can be extracted from it. The process of organizing and thinking about data is key to
understanding what the data does and does not contain. There are a variety of ways in which
people can approach data analysis, and it is notoriously easy to manipulate data during the
analysis phase to push certain conclusions or agendas. For this reason, it is important to pay
attention when data analysis is presented, and to think critically about the data and the
conclusions which were drawn.
Raw data can take a variety of forms, including measurements, survey responses, and
observations. In its raw form, this information can be incredibly useful, but also overwhelming.
Over the course of the data analysis process, the raw data is ordered in a way which will be
useful. For example, survey results may be tallied, so that people can see at a glance how many
people answered the survey, and how people responded to specific questions.
In the course of organizing the data, trends often emerge; modeling the data with the use of
mathematics and other tools can sometimes exaggerate such points of interest in the data, making
them easier for the researcher to see. Charts, graphs, and textual writeups of data are all forms of
data analysis. These methods are designed to refine and distill the data so that readers can glean
interesting information without needing to sort through all of the data on their own.

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3.1.2 Data Analysis process

Once the necessary data collected, the next task is to aggregate the data in a meaningful manner.
A number of tables are prepared to bring out the main characteristics of the data. The researcher
should have a well thought out framework for processing and analyzing data, and this should be
done prior to the collection.
It includes the following activities:

I. Editing
The first task in data processing is the editing. Editing is the process of examining errors and
omissions in the collected data and making necessary corrections in the same.
II. Coding
Coding is necessary to carry out the subsequent operations of tabulating and analyzing data. If
coding is not done, it will not be possible to reduce a large number of heterogeneous data into
meaningful categories with the result that the analysis of data would be weak and ineffective, and
without proper focus.
III. Tabulation
Tabulation comprises sorting of the data into different categories and counting the number of
cases that belong to each category. This is also called universal tabulation.
The analysis based on just one variable is obviously meager. Where two or more variables are
involved in tabulation, it is called vicariate or multivariate tabulation.
IV. Analysis
After the all three above steps, the most important step is analysis of the data.

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 3.2 DETAIL ANALYSIS

Question 1 GENDER ANALSIS

Through the above question we try to figure out the number of male and female respondents we
can analysis through this data that which sex group prefer more the product and which sex group
more aware, like, prefer about the product.

DATA TABLE: -

Male Female

67% 33%

80
67
60
Frequency

40 33

20

0
Male Female

Fig.1.1 Gender frequency

80%
67%
60%
Percentage

40% 33%

20%

0%
Male Female

Fig.1.2 Gender percentage

INFERENCE

 Fig.1.1 shows the number of male respondent and the number of female respondent in the
survey.
 Fig.1.2 shows the percentage and male and female respondent in the survey.

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Question 2 AGE ANALSIS

Through the above question we try to figure out the age group collected in the survey. We can
analysis through this data that which age group prefers more the product and which age group
more aware, like, prefer about the product.

DATA TABLE:-

15-25 25-35 35-45 45 to Above

55% 34% 10% 1%

60 55
50
40 34
Frequency

30
20
10
10
1
0
15-25 25-35 35-45 45 to above

Fig.2.1 Age frequency

60% 55%
50%
40% 34%
Percentage

30%
20%
10%
10%
1%
0%
15-25 25-35 35-45 45 to above

Fig.2.2 Age percentage

INFERENCE

 Fig.2.1 shows the frequency of age group in the survey.

 Fig.2.2 shows the percentage of age group in the survey.
 The above data the collected to see which age group the prefer more the product and
which age group is aware about the product.

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Question 3 OCCUPATIONS

From the above question we tried to find the number of person dose service, business, student or
housewife and see their preference of the product.

DATA TABLE:-

Service Business Student Housewife

24% 13% 57% 6%

60 57

50
40
Frequency

30 24
20 13
10 6

0
Service Business Student House wife

Fig.3.1 Occupation frequency

60% 57%

50%
Percentage

40%
30% 24%
20% 13%
10% 6%

0%
Service Business Student House wife

Fig.3.2 Occupation percentage

INFERENCE

 Fig.3.1 shows the occupation frequency.

 Fig.3.2 shows the occupation percentage.
 From the above to figure we can find the preferences of the product of a student,
housewife, service men and business men.

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Question 4 MONTHLY INCOMES
This type of question is useful for the survey in a number of ways like determining the wage
level of a person. It gives a basic knowledge that which wage groups are likely to prefer and buy
more the product.

DATA TABLE: -

Below 5000 5000-15000 15000-25000 25000 to Above

53% 15% 17% 15%

60 53
50
40
30
Frequency

20 15 17 15
10
0
Below 5000 5000-15000 15000-25000 25000 to
above

Fig.4.1 wage group frequency

60% 53%
50%
Percentage

40%
30%
20% 15% 17% 15%
10%
0%
Below 5000 5000-15000 15000-25000 25000 to
above

Fig.4.2 wage group percentage

INFERENCE

 Fig.4.1 shows the frequency of earning of the respondent found in the survey.
 Fig.4.2 shows the percentage of earning of the respondent found in the survey.
 From the above to diagram we can conclude majority respondent’s earning is below
5000.

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Question 5 AWARENESS OF DAIRY PRODUCT
Brand awareness refers to the extent to which customers are able to recall or recognise a brand.
Purchasing cannot proceed unless a consumer is first aware of a product category and a brand
within that category. So from this question we tried to find how many people are knows the dairy
product of creambell.

DATA TABLE: -

Yes No
83% 17%

100
83
80
Frequency

60

40
17
20

0
Yes No

Fig.5.1 shows the frequency of person knows the product.

100%
83%
80%
Percentage

60%

40%
17%
20%

0%
Yes No

Fig.5.2 shows the percentage of person knows the product.

INFERENCE

 Fig.5.1 shows out of 100 survey 83 person knows the product and rest 17 person are
unaware.
 Fig.5.2 shows out of 100 survey 83% knows the product and rest 17% are unaware.

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Question 6 VARIETIES OF PRODUCT
There are many product variants offer by the company and through the above question we tried
to find out how many products a customer is aware.

DATA TABLE: -

Paneer Milk Dahi All

11% 8% 13% 67%

80
67
70
60
Frequency

50
40
30
20 11 13
8
10
0
Paneer Milk Dahi All (blank)

Fig.6.1 shows the frequency the variety of product

80%
67%
70%
60%
Percentage

50%
40%
30%
20% 11% 13%
8%
10% 0%
0%
Paneer Milk Dahi All (blank)

Fig.6.2 shows the percentage of the variety of product

INFERENCE

 Fig.6.1 shows 11 people know the paneer of cream bell, 8 people know milk, 13 people
know dahi and 67 people knows all products.
 Fig.6.2 shows 11% knows the paneer of cream bell, 8 % knows milk, 13 % knows dahi
and 67% knows all products.

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Question 7 OVER PRICE
One of the secrets to business success is pricing the products properly. Price the products
correctly and that can enhance how much it sells, creating the foundation for a business that will
prosper.

DATA TABLE: -

Agree Strongly agree Disagree Strongly Disagree

52% 11% 34% 3%

60 52
50
Frequency

40 34
30
20 11
10 3
0
Agree Strongly agree Disagree Strongly
disagree

Fig.7.1 shows frequency of responses over price

60% 52%
50%
Percentage

40% 34%
30%
20% 11%
10% 3%
0%
Agree Strongly agree Disagree Strongly
disagree

Fig.7.2 shows percentage of responses over price

INFERENCE

 Fig.7.1 shows 52 people response agrees, 11 person responses strongly agrees 34 person
responses disagree and 3 person responses strongly disagree.
 The percentage diagram shows the majority of response agrees or strongly agrees the
pricing of the products are high.

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Question 8 AFTER SALES SERVICE
After sales service refers to various processes which make sure customers are satisfied with the
products and services of the organization. After sales service makes sure products and services
meet or surpass the expectations of the customers.

DATA TABLE: -

Excellent Good Average Poor

24% 43% 27% 6%

50 43
40
Frequency

30 27
24
20

10 6

0
Excellent Good Average Poor

Fig.8.1 shows frequency of after sales service

50% 43%
40%
Percentage

30% 27%
24%
20%
10% 6%

0%
Excellent Good Average Poor

Fig.8.2 shows percentage of after sales service

INFERENCE

 Fig.8.1 shows 24 people say excellent, 43 people says good, 27 people average and 6
people says poor.
 From the fig.8.2 diagram we can acknowledge that majority of people are satisfied with
the after sales service.

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Question 9 BRAND PREFERENCE
Brand preference is when you choose a specific company's product or service when you have
other, equally priced and available options. Brand preference is a reflection of customer loyalty,
successful marketing tactics, and brand strengths.

DATA TABLE: -

Cream bell Amul Kwality walls Others

26% 34% 29% 11%

40 34
29
30 26
Frequency

20
11
10

0
Creambell Amul Kwality Waiis Others

Fig.9.1 shows frequency of brand preference

40% 34%
29%
30% 26%
Percentage

20%
11%
10%

0%
Creambell Amul Kwality Waiis Others

Fig.9.2 shows percentage of brand preference

INFERENCE

 Fig.9.1 diagram 26 people says creambell, 34 people says amul, 29 people says kwality walls and
11 people says other brand.
 Fig.9.2 diagram we can see the brand preference amul and kwality walls are higher than
cream bell.

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Question 10 REASONS FOR PREFERENCE
This question aim is to explore the reasons of brand switching and brand preference of the
products.

DATA TABLE: -

Quality of milk Price Easy availability Any others

46% 15% 29% 10%

50 46

40
29
Frequency

30

20 15
10
10

0
Quality of milk Price Easy availability Any other

Fig.10.1 shows frequency of reasons for preference

50% 46%

40%
Percentage

29%
30%

20% 15%
10%
10%

0%
Quality of milk Price Easy availability Any other

Fig.10.2 shows percentage of reasons for preference

INFERENCE

 Fig.10.1 diagram 46 people says quality of milk,15 people says price high, 29 people says
easy availability and 10 people says any other.
 Fig.10.2 46% says quality of milk is good, 15% says the price of the product is high, 29%
says the product is easy availability and 10% any other reasons.

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Question 11 QUALITY OF THE CREAM BELL PRODUCT
The quality of a product or service refers to the perception of the degree to which the product or
service meets the customer's expectations.

DATA TABLE: -

Good Very good Poor Average

47% 26% 7% 20%

50 47

40
Frequency

30 26
20
20
10 7

0
Good Very good Poor Average

Fig.11.1 shows frequency of quality of the cream bell products

50% 47%

40%
Percentage

30% 26%
20%
20%
10% 7%

0%
Good Very good Poor Average

Fig.11.2 shows percentage of quality of the cream bell products

INFERENCE

 Fig.11.1 diagram 47 people says good, 26 people says verygood, 7 people says poor and
20 people says average.
 Fig.11.2 diagrams we can conclude that people like the quality of the creambell products
as out of 100 samples we found 7 people who don’t like the product.

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Question 12 Quality factors
Quality is critical to satisfying your customers and retaining their loyalty so they continue to buy
from you in the future. Quality products make an important contribution to long-term revenue
and profitability.

DATA TABLE: -

Density of milk Creaminess Freshness Hygiene

47% 26% 7% 20%

40 37
35
35
30
Frequency

25
20 18
15
9
10
5
0
Density of Creaminess Freshness Hygiene (blank)
milk

Fig.12.1 shows frequency of quality of factors

40% 35% 37%
35%
30%
Percentage

25%
18%
20%
15% 9%
10%
5% 0%
0%
Density of Creaminess Freshness Hygiene (blank)
milk

Fig.12.2 shows percentage of quality of factros

INFERENCE

 Fig.12.1 diagram 18 peoples says density of milk, 35 people says creaminess, 37 people
says freshness and 9 people says hygiene.
 From above percentage diagrams we can conclude that why different person likes in the
products. Some person likes the density of the milk while other likes the creaminess,
freshness or hygiene.

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Question 13 OPINION QUALITY OF CREAM BELL PRODUCTS
Through this question we tried to find out the overall opinion of the people about the product.

DATA TABLE: -

Good Very good Poor Average

48% 23% 28% 1%

60
48
50
Frequency

40
28
30 23
20
10 1
0
Good Very good Average Poor

Fig.13.1 shows frequency of quality

60%
48%
50%
40%
Percentage

28%
30% 23%
20%
10%
1%
0%
Good Very good Average Poor

Fig.13.2 shows percentage of quality

INFERENCE

 Fig.13.1 diagram 48 people says good, 23 people says very good, 28 people says average
and 1 people poor.
 From the above percentage diagram 48% says good, 23% says very good, 28% says
average and 1% says poor.

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Question 14 DEFERENCE FROM OTHER DAIRIES
A product can differ in many vertical attributes we tried to find out why people prefer cream bell
product.

DATA TABLE: -

Price Packing Quality Hygiene

31% 18% 45% 5%

50 45

40
31
Frequency

30
18
20

10 5

0
Price packing Quality Hygiene (blank)

Fig.14.1 shows frequency of other dairy products

50% 45%

40%
31%
Percentage

30%

18%
20%

10% 5%
0%
0%
Price packing Quality Hygiene (blank)

Fig.14.2 shows percentage of other dairy products.

INFERENCE

 Fig.14.1 31 people says price is good, 18 people says packing, 45 people says quality and
5 people hygiene.
 From the above 14.2 diagram we can conclude that 31% says the price is good, 18% says
packing is good, 45% says quality is good and 5% says the product is hygiene.

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Question 15 BRAND INFLUENCED

Brands with high levels of trust are influential as they are more likely to be recommended to
others and foster stronger loyalty from the consumer brands can be influential to consumers by
reflecting values of social or environmental responsibility and showing that they care about the
world around them.

DATA TABLE: -

Quality Easy availability Price Attractive Packing

39% 36% 13% 12%

45 39
40 36
35
30
Frequency

25
20
13 12
15
10
5
0
Quality Easy availability Price Attractive
Packing
Fig.15.1 shows frequency of brand influenced

50%
39% 36%
40%
Percentage

30%
20% 13% 12%
10%
0%
Quality Easy availability Price Attractive
Packing
Fig.15.2 shows percentage of brand influenced

INFERENCE

 Fig.15.1 39 people say quality is good, 36 people says easy availability, 13 people says
price and 12 people says attractive packing is good.
 Fig.15.2 diagram we can conclude that 39% says the quality is good, 36% says
availability is good, 13% says price is good and 12% says the product is attractive
packing.

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Question16 PRESERVATION OF DAIRY PRODUCT
Through this question we tried to figure out the preservation process of cream bell is satisfactory
or not.

DATA TABLE: -

Yes No
71% 28%

80 71
70
60
Frequency

50
40
28
30
20
10
0
Yes NO (blank)

Fig.16.1 shows frequency of preservation of dairy product

80% 71%

60%
Percentage

40% 28%
20%
0%
0%
Yes NO (blank)

Fig.16.2 shows percentage of preservation of dairy product

INFERENCE

 Fig.16.1 71 people say the quality of dairy product is good and rest 28 says back.
 From the above percentage diagram 71% says the preservation and the quality of the
dairy product is good rest 28% says back.

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Question 17 FACTORS WHICH MAKE CREAMBELL TO BECOME
SUCCESSFULLY IN THE NEW MARKET (I.E. DAHI & PANEER)
We tried to find out why people will buy cream bell product and what are the factors that will
make the product successful in the market.

DATA TABLE: -

Experience Value of money Reputation Availability

22% 26% 27% 25%

30 26 27
25
25 22
Frequency

20
15
10
5
0
Expreance Value of money Repuation Availability

Fig.17.1 shows frequency of factors

30% 27%
26% 25%
25% 22%
20%
Percentage

15%

10%

5%

0%
Expreance Value of money Repuation Availability

Fig.17.2 shows percentage of factors

INFERENCE

 Fig.17.1 diagram 22 people says experience, 26 people says value of money, 27 people
says reputation and 25 people availability.
 From the above two diagram 22% says the experience, 26% says value of money, 27%
says reputation and 25% says availability.

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Question 18 LOYALTY OF THE CUSTOMER
Customer loyalty is the result of consistently positive emotional experience, physical attribute-
based satisfaction and perceived value of an experience, which includes the product or services.

DATA TABLE: -

Yes always Not always Never

44% 52% 3%

60
52
50 44
40
Frequency

30

20

10 3
0
Yes always Not always Never

Fig.18.1 shows frequency of loyalty of the customer

60% 52%
50% 44%
Percentage

40%
30%
20%
10% 3%
0%
Yes always Not always Never

Fig.18.2 shows percentage of loyalty of the customer

INFERENCE

 Fig.18.1 44 people yes always,52 people says not always and 3 people says never.
 From the above percentage diagram 44% are loyal and 55% are not loyal.

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Question 19 OVERALL VIEWS
We tried to figure out the satisfaction level of overall product that the company has launched.

DATA TABLE: -

Very satisfied Satisfied Somehow satisfied Not all satisfied

17% 43% 35% 5%

50 43
40 35
Frequency

30
20 17

10 5
0
Very satisfied Satisfied Somehow Not all satisfied
satisfied

Fig.19.1 shows frequency of overall view

50% 43%
40% 35%
Percentage

30%

20% 17%

10% 5%

0%
Very satisfied Satisfied Somehow Not all satisfied
satisfied
Fig.19.2 shows percentage of overall view

INFERENCE

 Fig.19.1 17 people say very satisfied, 43 people says satisfied, 35 people says somehow
satisfied and 5 people says not all satisfied.
 From the above fig.19.2 diagram majority of person are satisfied with the product, 5% are
not satisfied.

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 CHAPTER 4

FINDINGS, CONCLUSION
AND SUGGESTIONS

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4.1 INTERPRETATION

Customer perception refers to the process by which a customer selects, organizes, and interprets
information/stimuli inputs to create a meaningful picture of the brand or the product. It is a three
stage process that translates raw stimuli into meaningful information. Each individual interprets
the meaning of stimulus in a manner consistent with his/her own unique biases, needs and
expectations. Three stages of perception are exposure, attention and interpretation.

This study is generally embarked to determine the age income and educational level of
consumers, if it has or no effect on their perception on product quality specifically and their
decision to buy the product. It also to find out what influence the consumer in determining the
quality of the product as well as to understand if there is a positive relative relationship between
price and the product quality It was discovered that, consumers have different ideas or perception
on the product quality based on their ages, income levels, and, educational background and this
goes a long way to influence them on the criteria used in determining the quality of product
when making a purchase.

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4.2 FINDINGS OF THE STUDY

In this section the findings of the study “A study on customer perception of cream bell product
at north kolkata” based on a sample of 100respondents from kolkata city is presented.

 67% are male and 33% are female

 55% belongs age group 15-25, 34% belongs age group 25-35, 10% belongs age group 35-
45 and 1% belongs age group above to 45.
 24% people do service, 13% people do business, 57% people do student and 6% people
do housewife.
 53% earns below 5000, 15% earns 5000-15000,17% earns 15000-25000 and 15% earns
25000 to above.
 83% knows the product and rest 17% are unaware.
 11% knows the paneer of cream bell, 8 % knows milk, 13 % knows dahi and 67% knows
all the product.
 52% agree the price high, 11% strongly agree the price high, 34% disagree the price is
high and 3% strongly agree the price is high.
 24% excellent says after sales service, 43% says good after sales service, 27% average
says after sales service and 6% good says after sales service.
 26% use the brand cream bell, 34% use the brand amul, 29% use the brand kwality walls
and 11% use the brand others.
 46% says quality of milk is good, 15% says the price of the product is high, 29% says the
product is easy availability and 10% any other reasons.
 About the quality of the cream bell products 47% good, 26% very good, 20% average
and 7% poor.
 18% density of the milk, 35% creaminess, 37% freshness or 9% hygiene.
 48% says good, 23% says very good, 28% says average and 1% says poor.

 31% says the price is good, 18% says packing is good, 45% says quality is good and 5%
says the product is hygiene.

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 39% says the quality is good, 36% says availability is good, 13% says price is good and
12% says the product is attractive packing.
 71% says the preservation and the quality of the dairy product is good rest 28% says
back.
 22% says the experience, 26% says value of money, 27% says reputation and 25% says
availability.
 44% are loyal and 55% are not loyal of the customer.

 17% overall vary satisfied, 43% overall satisfied, 35% overall somehow satisfied and 5%
not all satisfied.

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4.3 CONCLUSION

The findings suggest that clearly the effect of brand name and price. The effect of the producers
or the manufacturers on the perceived quality of a product has relative impact on it. Findings
from various table depicts that consumers, use price and brand name more than any other
element or criteria on determining the quality of a product.

The significance of the above findings basically follows their accuracy or the extent to which a
particular signal like brand name or price for example, typically is shears by only few products
within a competitive line of products and is therefore a very significant criterion. The
manufacture’s country of origin can be sheared to a greater extent across competing products that
are less specific that is, the more specific a signal all things being equal the more likely that
signal will provide information that is the useful an assessment of a particular product quality.

According to Kotler, (1984), branding or brand name is a trade mark which though a carefully
management, skilful promotion and wide use, come in the minds of consumers to embrace a
particular set of values and attributes both tangible and intangible. In future this research may
intend to find out and study the price perception extending to specific service and purchases
made by business and institutional buyers.

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4.4 SUGGETIONS

The main suggestion that can be given is to maintain the quality of the product good and the
price of the product reasonable. In a huge competitive market where their huge similar product is
available, a company must maintain the hygiene, quality, packing of the product. Customer’s
needs and expectation should be satisfied. The study on the factors influencing consumer
preferences towards brand extensions and their impact on parent brands’ image is an
accumulated and simple evidence to show that it is an important and pervasive phenomenon.
This study has important implications for organisations and has the potentiality to benefit firm.
To understand consumers’ references/perception and behaviour, marketers need to know what
product and brand knowledge consumers have acquired and stored in the memory. They may
also wish to determine how consumers organise a product category and what types of knowledge
are likely to be activated by particular marketing strategies.

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 CHAPTER 5

APPENDIX & BIBLIOGRAPHY

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 5.1 Sample Questionnaire

Name:
Age:
Gender: M()F()
Occupation:
Contract no.:

1. Are you aware of the different types of dairy product available in market?
(a) Yes (b) No
2. If yes the varieties you know
(a) Paneer (b) Milk (c) Ghee (d) Dahi
3. Would you think creambell products are over price?

(a) Agree (b) Strongly Agree (c) Strongly Disagree (d) Disagree

4. Rank the after sales service of creambell dairy product.

(a) Excellent (b) Average (c) Good (d) Very good

5. Which Brand of Ice- Cream you prefer most?

(a)Creambell (b) Amul (c) Kwality walls (d) others

6. The reasons for preferring the above milk.

(a) Quality of Milk (b) Price
(c) Easy Availability (d) Any other

7. What according to do quality of the creambell products?

(a)Good (b) very good

(c)Poor (d) average

8. Please rank the factors you considered in the quality of Creambell Dairy Product.
(a) Density of Milk 5 4 3 2 1 [ ]
(b) Creaminess 5 4 3 2 1 [ ]
(c) Freshness 5 4 3 2 1 [ ]
(d) Hygiene 5 4 3 2 1 [ ]

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(e) Taste 5 4 3 2 1 [ ]
9. What is your opinion about the quality of Creambell Dairy products?
(a) Excellent (b) Average (c) Good (d) Very good

10. In what manner according to you Creambell Dairy product are deferent from other
Dairies.
(a)Price (b) Packing (c) Hygiene (d) Quality
11. What factors influenced you to by this brand?
(a) Quality (b) Easy availability (c) Price
(d) Attractive packing.

12. Are you satisfied with the preservation of our dairy product?

(a) Yes (b) No

13. What according to you the factors which make creambell to become successfully in the new
market (I.e. dahi & paneer)?

(a) Experience (b) Value of money (C) Reputation in the market (d) availability

14. Are you loyal customer for the product you buy?

(a) Yes always (b) not always (c) never

15. Overall how satisfied with our new product?

(a) Not all satisfied (b) very satisfied (c) satisfied (d) somehow satisfied

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 5.2 BIBLIOGRAPHY

Web Ref.
1. https://timesofindia.indiatimes.com/business/india-business/There-is-more-
acceptance-credibility-of-new-GDP-data-Chief-
statistician/articleshow/47547008.cms
2. https://en.wikipedia.org/wiki/Fast-moving_consumer_goods
3. http://www.marketing-schools.org/types-of-marketing/push-marketing.html
4. https://financial-dictionary.thefreedictionary.com/product+variety

Reference Books

1. Marketing Management, Philip Kotler 14th Edition.

2. Research Methodology, C. R. Kothari Second Edition.
3. Strategic Marketing Management, Richard M. S. Wilson, 3rd Edition.

Journal Ref.
1. Schneider, B., White, S. S., & Paul, M. C. (1998). Linking service climate and customer
perceptions of service quality: Tests of a causal model. Journal of Applied Psychology,
83(2), 150-163.
2. Customer relationship management in retailing: A content analysis of retail trade journals
Joan L. Andersona,, Laura D. Jollyb , Ann E. Fairhurst

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