A PROJECT REPORT

ON

“Consumer behaviour on Mapro product”

Submitted to Savitribai Phule Pune University in partial fulfillment of the requirements for the Degree of
Master’s in Business Management (M.B.A.)

By

Priya Pradhan

Roll No.

A Study conducted for the company:

Mapro Food Private Limited

At

Unique Institute Of Management

Pune – 411057
 To be obtained by the student on institute letter head

CERTIFICATE

This is to certify that Miss Priya Pradhan who is a Bonafide student of Unique Institute of
Management, Pune, has worked on Project titled Consumer Behaviour on Mapro Product and
has successfully completed the project work in partial fulfilment of the requirement of Savitribai
Phule Pune University for the Award of Degree of Master of Business Administration (M.B.A).

This report is the record of Student’s own efforts under our supervision and guidance.

Dhrubo Joty Bhakat Director

Internal Guide School Unique Institute of Management

DECLARATION
I, Ms. Priya Pradhan hereby declare that this project is a record of authentic work carried out by
me during the academic year 2018-2019 and has not been submitted to any other University or
Institute towards the award of any Degree or Diploma.

Signature of the student

ACKNOWLEDGEMENT
I would like to heartily thank Mapro Foods Pvt. Ltd for giving me this opportunity to display my skills
and learn extensively about the corporate world. It was an extremely rewarding experience for me both in
terms of skills acquired and work attributes imbibed in my first exposure to the corporate world.

I am deeply indebted to many people for the successful completion of this project.

I would like to take this opportunity and go on record to thank them for their help and support.

I am thankful to the Unique Institute of Management, Pune for all the support provided for this project.

I express my deep sense of gratitude and sincere feelings of obligation to my Project Guide Prof.
Dhrubo Joty Bhakat who helped me in overcoming many difficulties and who imparted me the
necessary conceptual knowledge.

I also wish to acknowledge the excellent support of my Company Guide Mr. Siddharaj Waghmare for
this work.

I wish to thank all my teachers and friends too, for their helpful inputs, insightful comments, steadfast
love and support.

EXECUTIVE SUMMARY
The project has been prepared with the focus on improvement of sales and promotion and brand
awareness of Mapro Product and looking into competitor’s strategy and to recommend ways to improve
the market penetration and brand recall value.

Mr. Kishore Vora founded Mapro Foods Pvt. Ltd Panchgani Mahabaleshwar in 1983.

However, the company could not expand much beyond Maharashtra and Gujarat, and had to be content
with modest growth for years.

The rise of modern retail gave Mapro a nationwide network and access to customers with deep pockets.
They now targets North-India as their next big market and within ten years they have established a fairly
prestigious market share in Punjab and NCR regions. When a company aims in increasing sales it must
also consider itself to increase its marketing, review its pricing strategies, expand its distribution
channels, diversify its offerings and last but not the least develop relationship with its customers.

This project has given me a great learning experience and at the same time it has provided me enough
scope to implement my analytical ability.

The analysis and study presented in this Project Report is based on data analysis, market research, and
thorough study of marketing strategies used in Mapro to maintain its brand equity in the niche market.
This project as a whole provided insights into the different facts of marketing in an organization but the
major focus can be divided majoring into four parts viz, market survey, research, promotional strategies
and sales & distribution.

This project is about understanding the need of the customer and to aware customers about the brand
Mapro, take feedbacks and to promote the brand through word of mouth and experiential techniques. For
that we did sampling activity in effective shops and locations.

The research shows that there is a large scope in the market as the market share of Mapro Foods Pvt. Ltd
is pretty prestigious considering the fact that many new companies coming into the picture every year.
INDEX:

Chapter Particular Page No.

1. Nomenclature & List of Abbreviations
Introduction
2. Objectives of the Project

3. Theoretical Background of the Topic

4. Company Profile :
 History of Organisation
 Organisation Chart
 Product Profile
5. Research Methodology :
 Methods Used, Sampling Techniques
 Sources of Data
 Data collection
 Tools used for Analysis
6. Data Interpretation & Analysis

7. Findings
Observations
Conclusions
8. Learning from the project
Benefit to the Organization
9. Suggestions / Recommendations

10. Scope and Limitations

11. Annexure:
 Bibliography
 Questionnaire
 CHAPTER 1

Nomenclature

&

List of Abbreviations Introduction

The project is about how to promote a product through sampling brand awareness increase sales
of Mapro Products which was carried out in general trade market. Feedback is taken from the
various customers and consumers of the product. Marketing of the products involves convincing
customers to keep the product and free sampling on the sampling counter during sampling days.
The data is collected from the various customers who visited the retail stores and their reviews
have been taken about the product. Company provides special t-shirt printed with product name
which are recyclable during days of sampling.

Mapro Foods Pvt. Ltd is the manufacturers and resellers of the natural fruit products. It is one of
the growing companies of India which is situated at Panchgani Mahabaleshwar Road. It
produces jams, confectionaries, squashes, jellies and many more fruit products.

It is the fruit processing business over more than forty years and it is known for the innovation
and quality in the industry. The Chief Executive Officer of the company is Mayur Vora. It has its
manufacturing units in Panchgani, Wahi, and Gurgaon. It is most likely to spread its operation in
Delhi and Pathankot. There are more than 500 local employees in the company and about 100
contract labourers.

Mapro Foods is a well-known brand in jams and squashes. It is a family business started in 1959
by the Vora family, making jams from strawberries and raspberries. Mapro was one of the first
to use traditional ingredients to make plant-based beverage concentrates such as strawberry
crush and rose syrup. The company was also the first in India to introduce pectin jellies and fruit
sweets.

The Brand Mapro is a well-recognized brand in India. The company has shown organic growth
over the last four decades representing sound financials with sustained profitability. The
company was founded by visionary Shri Kishore Vora, a pharmacist, and at present is headed by
Shri Mayur J. Vora who is the Managing director of the company. Shri Mayur J. Vora, an
alumnus of IIMB, is heading the Organisation for last 20 years and has enhanced the Vision of
Kishore Vora by transforming Mahabaleshwar, Panchgani, the scenic hill station of Maharashtra,
into Fruit processing zone of the Nation. Mapro Foods Private Limited is the flat organisation
where management works along with their technical and sales functionaries to achieve the vision
and mission of Mapro Foods Private Limited.
 CHAPTER 2

Objectives of the Project

In marketing only project report is not required there must be some objective or goal
because without any goal and objective , no project Report can be completed in true sense
so the main objective of doing this project Report is confined to completion of some work
that is assigned to you for some reason : -

What the subject or papers that is being taught in classroom at M.B.A program is
completely theoretical so during the summer training you can compare and learn how the
marketing activity in an organization varies with theory and how this theoretical knowledge
is being applied in an organization and how much they are being applicable so it’s quite
helpful to know and understand.

The main objectives of the project are to analyze the customer service practices and attitudes
in the organizational culture. Identify and analyze a target market. Develop and maintain an
advertising budget. Determine the goals of an advertising effort.

To create the contact with working of an organization and see the different types of
marketing activities. It also helps us to take knowledge about product distributor promotion
and buying behavior. It also helps in knowing how various tools and techniques are being
used.

To find out the types of channel, by which product is selling and to know monopoly and
average sales of these outlets.
Following are the objectives of the project-

PRIMARY OBJECTIVE:

 To understand competitor’s marketing strategy

 To increase sales

 To study the brand perception and awareness of the customer for the mapro product.

SECONDARY OBJECTIVES:

 To know the availability of the Mapro product in the departmental store’s.

 To know the quality and preference of Mapro product in the departmental store’s.

 To know the awareness level of Mapro toward customer.

 To know the opinion about brand of Mapro.

 To know the customer expectations with the respect to price, quality , taste and
preference for the Mapro products.

 To know the satisfaction level of the customer’s.

 CHAPTER 3

THEORETICAL BACKGROUND OF THE TOPIC:

 Customer behaviour represent modern approach for quality in enterprises and

organisations and serves the development of a truly customer focused management and
culture.

 Measuring customer satisfaction offers an immediate, meaningful and objective feedback

about client preference and expectations. In the way, company performance may be
evaluated in relation to a set of satisfaction dimensions that indicates the strong and weak
point of a business organisation.

 This project present as original customer perception survey in the food & beverages
sector.

 The implemented methodology is based on the principle of the multicriteria analysis and
preference disaggregation modelling. The most important result is focused on the
determination of the critical service dimensions and the segmentation to customer
clusters with distinctive preference and expectation.

 Depth means how to make consumers to recall or identify brand easily, and width
expresses infers when consumers purchase a product, a brand name will come to their
minds at once.

 Brand awareness can help consumers to recognise a brand from a product category and
make purchase decision.

 In marketing, behaviour is more important than the reality, as it is perceptions that will
affect consumer’s actual behaviour.
 CHAPTER 4

COMPANY PROFILE:

Mapro Foods Pvt. Ltd is fruit processing company. It was founded by visionary Shri
Kishore Vora. It came into existence in 1959 A.D. The company used to produce jams from
strawberries and raspberries when it was established but later it started manufacturing
various other products like crushes, squash, confectionaries, sweets, jellies and many more
products. The company is one of the leading companies in India. The Managing Director of
the company at present is Mayur Vora.

The company is situated at CHESSON ROAD, MAHABALESHWAR, and PANCHGANI.

The plant is BVQI certified and provided with facility of state of art Food Park and cold
storage.

Mapro Foods Private Limited is the flat organisation where management works along with
their technical and sales functionaries to achieve the vision and mission of Mapro Foods
Pvt. Ltd.

VISION of Mapro Foods Pvt. Ltd.:

To harness the growth in the economy and the industry by delivery of true value-added
innovative products and services to our customers.

MISSION of Mapro Foods Pvt. Ltd.:

Mapro will develop, produce, packages & sell food products, with high regards for safety,
nutrition & taste, which we can confidently give to our customers by implementing and
continually improving Quality Management system & food safety management system to
meet & exceed customer’s expectations.

SLOGAN of Mapro Foods Pvt. Ltd.:

“Healthy Naturally”
HISTORY OF MAPRO FOODS PRIVATE LIMITED

Founded in 1959, the Company had its humble beginnings in the hill-town of Panchgani,
near Mahabaleshwar, when a businessman named Kishore Vora a pharmacist by profession,
decided to make some strawberry jam. He then went on to develop innovative products such
as jelly sweets, fruit cubes with fruit juice and rose syrups with rose petals – all for the first
time in country. Today, his ‘hobby’ has borne fruit in the shape of Mapro, one of the most
modern, hygienic, quality-focused fruit product manufacturing units in India. His vision has
been taken forward, thereby transforming the region around Mahabaleshwar and Panchgani,
the erstwhile sleepy hill stations of Maharashtra, into a flourishing fruit processing zone.

Mr. Vora could have rested easy on success of his Fruit recipe. But he wanted to on develop
innovative ideas such as Vegetarian Jelly Sweets, Fruit Cubes with Fruit juice and Rose
Syrups with Rose Petals. All for the first time in country. Mapro does not use advertising
medium like press, radio and television to propagate its product but the taste of product and
nutritional value, and uniqueness result in repeat sales. Today Mapro is leading supplier of
tasty as well as nutritious fruit product to the International market. Mapro is known to care
for its employees. Mapro is a home where there is mutual understanding between employee
and employer like members in the family. It features a blend of hard work and dedication. It
is now in the process of certification under ISO 9000.

Most of Mapro’s business is largely concentrated in the Western regions of India. Currently,
Mapro exports its products to about 12 countries through merchant distributors: these
account for less than 10% of its total sales. It has its manufacturing units in Delhi and
Pathankot lately. The main market segment currently is in Maharashtra and Gujarat. It is
also concentrating in expanding its market to the other cities like Kanpur, Lucknow and in
Punjab.

The annual growth rate of the company is more than 50%. It earns 40%-50% profits from
the sales of its products. The leading product of Mapro is Rose syrup (made from the rose
petals and their extracts).

For the production of the products the company buys the fruits from both the sectors i.e. the
local farmers and market and import from other countries as well. The machineries and
other raw materials are imported from various countries likes Egypt, China, New Zealand,
Australia, etc.
ORGANISATION CHART:

 Mapro Foods Pvt. Ltd uses all types of employees’ i.e. skilled, semi-skilled and
unskilled labor.
 Skilled Labor means the one who has higher level of qualifications as well as the
experience.
 Semi-skilled labors means they have less qualifications and the experience is also
comparatively less and the Unskilled labor may not have any qualification or
experience.
 In the higher level of management highly skilled people work and at the middle level
there may be a combination of skilled as well as the semi-skilled laborers is there and at
the lower level management there are more number of unskilled laborers. However at all
levels of the management there must be a minimum technical as well as conceptual
knowledge about the field.
PRODUCT PROFILE

There are various products produced by the Mapro Foods. It is basically involved in
producing jams, faleros, squashes, crush, syrups, ice creams, etc. The various products
manufactured by Mapro Foods Pvt. Ltd are listed below along with few details.

 Jams
 Squashes
 Syrups
 Crushes
 Falchoos
 Honey

Mapro jams

Jams are used in various meals courses especially for refreshments and light snacks and they
are found tasty with fresh breads buns and toast, parathas, rotis and puri and also on a variety
of salted biscuits. Mapro jams are made from the respective fruit pulp, pectin, sugar and
citric acid. There are various flavours of the jams that are manufactured. They are:

 Orange marmalade
 Mango jam
 Strawberry jam
 Mixed fruit jam
 Pineapple jam
 Raspberry jam

Jams are available in the packing of 200gms (40 bottles), 500gms (24 bottles), 1kg (12 pet
jars) and 6 kgs (4 HDPE jars).
Mapro squashes:

Squashes is used in the preparation of Soft drinks in chilled water, soda water and ice
Lollies and slush’s and mock tails. The key ingredients used by the Mapro Foods for the
preparation of the Squash are sugar, water, respective fruit juice or pulp and some added
ingredients like pectin acid depending upon the flavour or fruit. The different flavours of
squashes are:

 Lemon squash
 Lime juice cordial
 Lemon barley water
 Strawberry squash
 Orange squash
 Strawberry cordial
 Lemon ginger
 Pineapple cordial

Squashes are available in the packing of 700 ml (12 per bottles).

Mapro syrups:

Syrups have a number of applications such as to make refreshing soft drinks in chilled water,
soda water and in milk for milk shakes and add a taste to Faloodas and Shahi Lassi and
Mock tails. Syrup is also used in preparing Ice `creams, as dessert topping and to give a taste
to ice lollies and slush’s. It uses the same ingredients as the squashes.

The various syrups available are:

 Rose syrup
 Khus syrup
 Thanda syrup
 Mahakool syrup
 Strawberry syrup
 Kesar syrup
 Pineapple syrup

Syrups are available in the packing of 700 ml (12 pet bottles).

Mapro crushes:

Crushes give a refreshing and nourishing drink when prepared in chilled water and soda
water. Kokum syrup is also used in ice lollies and in the preparation of slush’s. Mapro
Foods uses sugar, water, citric acid, pectin and the respective fruit juice or pulp. The various
Mapro Crushes are listed in the table below:

 Litchi crush
 Strawberry crush
 Pineapple crush
 Mango crush
 Alphanso mango crush
 Kokum crush
 Kiwi crush

Mapro crushes are available in 700 ml (12 pet bottles), 1000 ml (12 pet bottles) and 5000 ml
(12 pet bottles).

Falchoos:

These are the fruity sweets with the real fruit jam. They are made from sugar, glucose, fruit
juice, pectin, citric acid and permitted stabilizers. They are available in different packing
depending upon the types of Falchoos. There are various kind of falchoos manufactured
shown in the table along with the packing details.
 Falchoos

Fruity sweets( Jelly sweets Falchoos Jelly cubes Fruit cubes Fruit pebbles
available in pack (available in a [available in (available in (available in (available in
of 100g *60, 200g packing of 1kg 15 packs the packing a pack of the pack of
* 36, 500g * 12) * 6) (5*8)] of 5kgs * 4 200gm * 36, 300gms * 16)
jars) 500gm * 27)

Honey:

Honey is the only natural sweetener known that needs no additional refining or processing
to utilize. Honey is an invert sugar composed of 38 percent fructose, 31 percent glucose, 1
percent sucrose and 9 percent other sugars along with water and small amounts of vitamins,
minerals, enzymes and amino acids. As a carbohydrate, honey is a good supplier of energy
at 64 calories per tablespoon. Because of honey’s unique composition, it is digested a little
differently than other sweeteners. When compared to table sugar, honey has less of an effect
on blood glucose levels primarily due to its higher fructose content. Honey is available in
200 gram, 500 gram, 1 kilogram, and 6 kilograms packing.

QUALITY OF THE PRODUCT:

With its state-of-the-art production facilities, Mapro is committed to developing, producing,

packaging, storing and selling food products, with high regard for safety, nutrition and taste,
by continually improving quality and food safety management systems to meet and exceed
customer’s expectations.

The company has obtained ISO 9001:2000 certification and HACCP Certification from
BVQi. ISO 22000 Certification is currently under implementation of B.R.C. Standards is
being planned in the near future.

Having started with a capacity of 10MT of processed fruit products a year, the Company
today has a processing capacity of about 30000MT per year with its factories in the
Shendurjane village of Satara district, Panchgani town, Gureghar village of Mahabaleshwar
tehsil and Indore town of Kangra district in Himachal Pradesh.
 The development of the village of Gureghar, comprising around 70 families, between 1971
and 1985, is a case-study in itself. It started out with 12 persons working as permanent
employees at the Gureghar fruit processing unit, with the rest into subsistence farming. But
for them too, there was hope. They had continuous and sustained income with a ready
market at their doorstep. They started growing strawberries in all of India, one of the major
catalysts for the manifold increase in tourist inflow over time.

All these achievements have been through sustainable means, keeping the region’s ecology
in mind. Gureghar boasts of being one of the first villages to have 100% sanitation with
every house having their own biogas plant.

Today, statistics reveal 100% employment in the village, with none under poverty line, and
100% literacy with a 0% dropout rate. Mapro’s vision does truly extend beyond business.

RECENT TRENDS:

Mapro has recently launched its fruit flavoured ice teas available in three flavours- lemon,
peach and strawberry. It has also launched Falero Kacchi Kairi which is a pulpy fruit chew
made from fruit pulp of raw mangoes and is available in two flavours of strawberry and
kacchi kairi Frutons, another product launched by Mapro, are fruit bites made from fruit
pulp and juice. Frutons are available in an assorted mix of orange, strawberry, pineapple and
raspberry.

Strawberry Jam: Get a head start to your day with this delicious, deep red, fruit-filled,
healthy jam. Apart from being a perfect topping for toast at breakfast, it is often used on
cakes, cookies and snacking, delightful explosion of fruitiliciousness.

Gingerly Squash: A squash with all the goodness of Ginger, Originally grown in Asia,
ginger helps in digestion and blood circulation. In the form of gingerale, it works as an
effective stomach settler with its antacid properties. It is used in mock-tails or had as a
heathy, delicious drink by mixing one part of squash with three parts water or soda.
MANUFACTURING OPERATION:

As we mentioned above the company produces jams, confectioneries, crushes, squashes,

jellies, sweets, toppings and many more. Therefore, they have three sections where there
are ranges of products produced. The sections are Liquid Section, Jam Section and
Falero Section.

Under Liquid Section,

Syrups (Rose, Khus, Thandai, Pineapple, Strawberry, Kesar and Mahakool), crushes
(Strawberry, Litchi, Kiwi, Mango, Kokum and Pineapple) and squashes (Orange, Lemon,
Lemon Barley Water, Strawberry, Lime Juice Cordial, Lemon Ginger, Strawberry
Cordial, and Pineapple cordial) are manufactured. In one day there are 8 lots are
manufactured. As manufacturing of liquid section is a cold process, so, normal
temperature is to be maintained. There is just one working shift in this section.

Under Jam Section:

There are a variety of flavors of jams that are produced. These flavors are mango,
pineapple, strawberry, orange marmalade, rasp berry, mix fruit, etc. There are more than
30 flavors of jams. The production capacity is 10-14 tonnes. The temperature in this
section is very high as the boiling process is done at more than95’C. There is just one
working shift in this section

Under Falero Section:

The fruity sweet with taste of pure jam is produced. This is the product which earns
more than 50% of the profit. The Faleros have a monopoly as they are produced by
Mapro only. It is one of leading product of Mapro as the Rose Syrup. The production
capacity in this section is about 18 metric tonnes. It has flavors like Strawberry, Raw
Mango, and Alphas. In future Litchi and Guava flavor will also be available in the
market. The Mazana chocolates also come under this section. Production of Falero is
critical and a temperature of 22’C is maintained for its production. The working hours
are 24 X 7 i.e., 2 shifts.
Production Process:

We are just showing the production process of jams and jellies just to understand how the
company works in this technical part.

Raw Material:

Jams and jellies are made from a variety of fruits, either singly or in combination. Most
of the fruits are harvested in the fall. The level of ripeness varies. Pears, peaches,
apricots, strawberries, and raspberries gel best if picked slightly under ripe. Plums and
cherries are best if picked when just ripe. The fruit is purchased from farmers. Most jam
and jelly producers develop close relationships with their growers in order to ensure
quality. The production plants are built close to the fruit farms so that the time elapsed
between harvest and preparation is between12-24 hours.

The manufacturing process:

• The ingredients must be added in carefully measured amounts. Ideally, they should be
combined in the following manner: 1% pectin, 65% sugar, and an acid concentration of
pH 3.1. Too much pectin will make the spread too hard; too much sugar will make it too
sticky.

• Inspection: When the fruit arrives at the plant, it is inspected for quality, using color,
ripeness, and taste as guides. Fruit that passes inspection is loaded into a funnel-shaped
hopper that carries the fruit into pipes for cleaning and crushing.

• Cleaning, Crushing and Chopping: As the fruit travels through the pipes, a gentle water
spray clears away surface dirt. Depending on whether the finished product is to be jam
or jelly, paddles push the fruit and or just its juice through small holes, leaving stems and
any other excess debris behind. Some fruits, such as citrus and apples may be manually
peeled, cored, sliced and diced. Cherries may be soaked and then pitted before being
crushed.
• Pasteurizing the Fruit: The fruit and/or juice continue through another set of pipes to
cooking vats. Here, it is heated to just below the boiling point (212° F [100° C]) and then
immediately chilled to just below freezing (32° F [0° C]). This process, pasteurization,
prevents spoilage. For jelly, the pulp is forced through another set of small openings that
holds back seeds and skin. It will often then be passed through a de juicer or filter. The
juice or fruit is transferred to large refrigerated tanks and then pumped to cooking kettles
as needed.

• Cooking the jam and jelly: Premeasured amounts of fruit and/or juice, sugar, and pectin
are blended in industrial cooking kettles. The mixtures are usually cooked and cooled
three times. If additional flavorings are to be included, they are added at this point.
When the mixture reaches the predetermined thickness and sweetness, it is pumped to
filling machines.

• Filling the jars: Presterilized jars move along a conveyer belt as spouts positioned
above pour premeasured amounts of jam or jelly into them. When the fruit arrives at the
plant, it is inspected for quality, using color, ripeness, and taste as guides. Fruit that
passes inspection is cleaned, crushed, and pasteurized. Next, the premeasured mixture is
cooked with added sugar and pectin until it reaches the appropriate thickness and taste.
Then it is vacuum packed in jars and labeled. Metal caps are then vacuumed sealed on
top. The process of filling the jars and vacuum packing those forces all of the air out of
the jars further insuring the sterility of the product.

• Labeling and Packaging: The sealed jars are conveyed to a machine that affixes pre-
printed labels. According to law, these labels must list truthful and specific information
about the contents. The jars are then packed into cartons for shipment. Depending on the
size of the producer's operation, labeling and packaging is either achieved mechanically
or manually.
The Process of Preparing Jam
 CUSTOMER AND COMPETITORS

Customers:

Mapro Foods Pvt. Ltd has customers from a wide range of people. Mostly the customers
of the company are children as the products of Mapro are targeted for this group only i.e.
Mapro produces chocolates and jellies and jams and many more which is mostly liked
by the children only. But this doesn’t mean that other age groups are not covered.

Competitors:

Mapro Foods Pvt. Ltd is in food business which is highly and rapidly growing business
& has few competitors also. Some of them are listed below:

• Haldiram:

Manufactures Syrups & exports of the syrups have increased by 20% since 2003
touching 18,000 bottles in 2005.

• Kissan:

In jams, Mapro Foods Pvt. Ltd is close second to Kissan in market share.

• Mala’s:

It manufactures jam, crush, squash, cordials, syrups which is same as the

manufacturing of Mapro Foods Pvt. Ltd.

• Manama:

Their range of products consists of cordials, syrups, fruit and chocolate dessert
toppings.
 CHAPTER 5

Research Methodology :

• Methods Used, Sampling Techniques

• Sources of Data

• Data collection

• Tools used for Analysis

Methods used, Sampling techniques

Methodology includes the overall research procedures, which are followed in the research study.
This includes Research design, the sampling procedures, and the data collection method and
analysis procedures.

The research design for the study is Descriptive in nature. The present study attempts to the
Comparative analysis and customer perception on Mapro food pvt. ltd. The Customers
perception confined to the only selected retail store "Hyper city".

Research Objective

Objective of the report is to learn the facets of marketing and do the monitoring and counter
selling for MAPRO FOOD PVT. LTD. Along with I will also work in the following areas:-

 Market visit for retail shops

 Research on “consumer behavior”
 Sales & Distribution
 Promotional strategy
Sampling-

A sample is a part of population. The sample should be representative of the population and the
information obtained must be reliable. In any survey where reliability is desired, the errors and
variances have to be controlled, measured and interpreted.

 Sample Unit: Mapro Product Customers

 Sampling Method: Convenient sampling Method was Used as it was suitable for the
survey carried out to calculate certain number of samples (people/ customers) and this
method was easy to understand the percentage of satisfaction and other data.
 Sample Size: Total 100 respondents were conveniently selected, who are the customers
of Mapro food products.
 Interview -The interview was taken from many shop retailers, mini and supermarket
owners to understand the problem behind the less aggressive growth in the sales of the
Mapro Products.
 Survey – An online survey was conducted via a Google Form, to get the overview of the
requirement and taste of customers who consume these drinks and fruit products.

SOURCES OF DATA

In Research Methodology mainly Data plays an important role.

 This study is conducted by collecting and analyzing the data from primary and
secondary sources.
a) Primary Data.
b) Secondary Data.

 Primary Data is the data, which is collected with the help of typed questionnaires.
 Primary data was collected by administering the questionnaire to the marketing advisors
of Mapro Foods Ltd.
 Secondary Data is the data, which is collected from the various books, magazine and
material, reports, etc. The data which is stored in the organization and provide by the
marketing people are also secondary data. The various information is taken out regarding
 that subject as well other subject from various sources and stored. The last years data
stored can also be secondary data. This data is kept for the internal use of the
organization.
 Secondary data was collected from the books, websites and through the interaction with
the individuals in the organization.

DATA COLLECTION

The research was used survey method for data collection. This study gathered the desired
data through primary sources. Primary data were collected through a structured
questionnaire from the Customer of Hyper city.

The survey technique is intended to secure one or more items of information from a sample
of respondents who are representatives of a larger group. The information is recorded on a
form known as questionnaire. As data are gathered by asking questions from persons who
are believed to have desired information, the method is known as questionnaire technique.

TOOLS USED FOR ANALYSIS

From all the questions asked and queries made, one thing is very clear that neither the customers
nor the seller is satisfied with the Mapro, due to lack of availability of product in different
markets. The customers keep asking for the crushes and squash, fruit jams, etc. and the seller
keeps placing orders to Mapro whenever the salesperson visits the place. But the orders are not
delivered by the distributers and hence the customers are shifting to another brand to satisfy their
needs.
 CHAPTER 6

DATA ANALYSIS AND INTERPRETATION

TABLE NO.1:- Awareness about mapro product

Particular Frequency Percent

Yes 83 83.0

No 17 17.0

Total 100 100.0

GRAPH NO: 1 Aware about mapro product

Frequency

17%

yes
no

83%

INTERPRETATION
 As per the graph, we can say that out of 100 customers 83% people are aware of mapro
brand and 17% people are not aware of the mapro brand.

TABLE NO.2:- Favourite flavor toward in jam

Particular Frequency Percent

Mango 24 24.0

Strawberry 53 53.0

Pineapple 19 19.0

Litchi 4 4.0

total 100 100.0

GRAPH NO: 2 Favourite flavors toward in jam

60

50

40

30 Frequency
Percent

20

10

0
Mango Strawberry Pineapple Lichi

INTERPRETATION:
 As per the graph we can say that out of 100 customer’s 24% customer like mango flavor in
jam and 53% customer like strawberry flavor in jam and 19% customer like pineapple flavor
in jam and 4% customer like litchi flavor in jam. All customers prefer different flavor in
mapro jam.

TABLE NO.3:- Favourite flavor toward in syrup

Particular Frequency Percent

Mango 15 15.0

Strawberry 59 59.0

Pineapple 12 12.0

Litchi 14 14.0

Total 100 100.0

GRAPH NO.3:- Favourite flavor toward in syrup

Chart Title
70

60

50

40
Frequency
30 Percent

20

10

0
Mango strawberry Pineapple Litchi

INTERPRETATION:
As per the graph we can say that out of 100 customer’s 15% customer like mango flavor in syrup
and 59% customer like strawberry flavor in syrup and 12% customer like pineapple flavor in
syrup and 14% customer like litchi flavor in syrup. All customers prefer different flavor in
mapro syrup.

TABLE NO: 4 Favourite flavors toward in crush

Particular Frequency Percent

Mango 47 47.0

Strawberry 19 19.0

Pineapple 23 23.0

Litchi 11 11.0

Total 100 100.0

GRAPH NO:4 Favourite flavor toward in crush

50

45

40

35

30

25 Frequency
Percent
20

15

10

0
Mango Strawberry Pineapple Litchi

INTERPRETATION:
As per the graph we can say that out of 100 customer’s 47% customer like mango flavor in crush
and 19% customer like strawberry flavor in crush and 23% customer like pineapple flavor in
crush and 11% customer like litchi flavor in crush. All customers prefer different flavor in mapro
crush.

TABLE NO:5 Favourite flavor toward in falero

Particular Frequency Percent

Mango 27 27.0

Strawberry 59 59.0

Pineapple 9 9.0

Litchi 5 5.0

Total 100 100.0

GRAPH NO:5 Favourite flavor toward in falero

70

60

50

40
Frequency
30 Percent

20

10

0
Mango Strawberry Pineapple Litchi

INTERPRETATION:
As per the graph we can say that out of 100 customer’s 27% customer like mango flavor in
falero and 59% customer like strawberry flavor in falero and 9% customer like pineapple flavor
in falero and 5% customer like litchi flavor in falero. All customers prefer different flavor in
mapro falero.

TABLE NO:6 Aware about various mapro product

Particular Frequency Percent

Yes 55 55.0

No 45 45.0

Total 100 100.0

GRAPH NO:6 Aware about various mapro product

Frequency

45%
Yes
No
55%

INTERPRETATION:
As per the graphs we can say that out of 100 customer’s 49% are aware about various mapro
products and 51% are aware about various mapro products.

TABLE NO:7 How you known about mapro products

Particular Frequency Percent

Friend 24 24.0

Internet 51 51.0

Word of mouth 17 17.0

Magazine 8 8.0

Total 100 100.0

GRAPH NO:7 How you known about mapro products

60

50

40

30 Frequency
Percent

20

10

0
Friend Internet Word of mouth Magazine

INTERPRETATION:
As per the graph we can say that out of 100 customer’s 24% of customer known mapro product
through friend and 51% of customer known mapro product through internet and of 17%
customer known mapro product through word of mouth and 8% of customer known mapro
product through magazine.

TABLE NO:8 Satisfaction toward current product

Particular Frequency Percent

Highly dis-satisfied 13 13.0

Dis-satisfied 20 20.0

Neutral 17 17.0

Satisfied 34 34.0

Highly satisfied 16 16.0

Total 100 100.0

GRAPH NO:8 Satisfaction toward current product

40

35

30

25

20 Frequency

15 Percent

10

0
Highly dis- Dis-satisfied Neutral Satisfied highly satisfied
satisfied

INTERPRETATION:
As per the graph we can say that out of 100 customer’s 13% customer are highly dis-satisfied
with current product and 20% customer are dis-satisfied with current product and 17% customer
are neutral with current product and 34% customer are satisfied with current product and 16%
customer are highly satisfied with current product.

TABLE NO:9 First brand comes in your mind:(jam)

Particular Frequency Percent

Mapro 36 36.0

Mala’s 14 14.0

Food ride 9 9.0

Kissan 41 41.0

Total 100 100.0

GRAPH NO:9 First brand comes in your mind:(jam)

45

40

35

30

25
Frequency
20 Percent

15

10

0
Mapro Mala's Food ride Kissan

INTERPRETATION:
As per the graph we can say that out of 100 customer’s 36% of customer when thinking for
buying jam the first brand come into mind is mapro and 14% of customer when thinking for
buying jam the first brand come into mind is mala’s and 9% of customer when thinking for
buying jam the first brand come into mind is food ride and 41% of customer when thinking for
buying jam the first brand come into mind is kissan.

TABLE NO:10 First brand comes in your mind:(rose syrup)

Particular Frequency Percent

Mapro 63 63.0

Mala’s 32 32.0

Food ride 5 5.0

Total 100 100.0

GRAPH NO:10 First brand comes in your mind:(rose syrup)

70

60

50

40
Frequency
30 Percent

20

10

0
Mapro Mala's Food ride

INTERPRETATION:
As per the graph we can say that out of 100 customer’s 63% of customer when thinking for
buying rose syrup the first brand come into mind is Mapro and 32% of customer when thinking
for buying rose syrup the first brand come into mind is Mala’s and 5% of customer when
thinking for buying rose syrup the first brand come into mind is food ride.

TABLE NO:11 First brand comes in your mind:(topping)

Particular Frequency Percent

Mapro 53 53.0

Mala’s 10 10.0

Food ride 36 36.0

Kissan 1 1.0

Total 100 100.0

GRAPH NO:11 First brand comes in your mind:(topping)

60

50

40

30 Frequency
Percent

20

10

0
Mapro Mala's Food ride Kissan

INTERPRETATION:
As per the graph we can say that out of 100 customer’s 53% of customer when thinking for
buying topping the first brand come into mind is Mapro and 10% of customer when thinking for
buying topping the first brand come into mind is Mala’s and 36% of customer when thinking for
buying topping the first brand come into mind is food ride and 1% of customer when thinking
for buying topping the first brand come into mind is kissan.

TABLE NO:12 First brand comes in your mind:(crush)

Particular Frequency Percent

Mapro 61 61.0

Mala’s 39 39.0

Total 100 100.0

GRAPH NO:12 First brand comes in your mind:(crush)

70

60

50

40
Frequency
30 Percent

20

10

0
Mapro Mala's

INTERPRETATION:
As per the graph we can say that out of 100 customer’s 61% of customer when thinking for
buying crush the first brand come into mind is Mapro and 39% of customer when thinking for
buying crush the first brand come into mind is Mala’s.

TABLE NO:13 Preference for buying any mapro product

TABLE NO:13.1 Preference for buying any mapro product(taste)

Particular Frequency Percent

Least preferred 4 4.0

Not preferred 12 12.0

Neutral 15 15.0

Preferred 35 35.0

Most preferred 34 34.0

GRAPH NO:13 Preference for buying any mapro product(taste)

40

35

30

25

20 Frequency
Percent
15

10

0
Least preferred Not preferred Neutral Preferred Most preferred
INTERPRETATION:

As per the graph we can say that out of 100 customer’s 4% of customer are least preferred for
buying any mapro product and 12% of customer are not preferred for buying any mapro product
and 15% of customer are neutral for buying any mapro product and 35% of customer are
preferred for buying any mapro product and 34% of customer are most preferred for buying any
mapro product.

TABLE NO:13.2 Preference for buying any mapro product(price)

Particular Frequency Percent

Least preferred 4 4.0

Not preferred 4 4.0

Neutral 15 15.0

Preferred 49 49.0

Most preferred 28 28.0

GRAPH NO:13.2 Preference for buying any mapro product(price)

60

50

40

30 Frequency
Percent

20

10

0
Least preferred Not preferred Neutral Preferred Must preferred
INTERPRETATION:

As per the graph we can say that out of 100 customer’s 4% of customer are least preferred for
buying any mapro product and 4% of customer are not preferred for buying any mapro product
and 15% of customer are neutral for buying any mapro product and 49% of customer are
preferred for buying any mapro product and 28% of customer are most preferred for buying any
mapro product.

TABLE NO:13.3 Preference for buying any mapro product(brand name)

Particular Frequency Percent

Least preferred 9 9.0

Not preferred 9 9.0

Neutral 54 54.0

Preferred 10 10.0

Most preferred 18 18.0

GRAPH NO:13.3 Preference for buying any mapro product(brand name)

60

50

40

30 Frequency
Percent

20

10

0
Least preferred Not preferred Neutral Preferred Most preferred
INTERPRETATION:

As per the graph we can say that out of 100 customer’s 9% of customer are least preferred for
buying any mapro product and 9% of customer are not preferred for buying any mapro product
and 54% of customer are neutral for buying any mapro product and 10% of customer are
preferred for buying any mapro product and 18% of customer are most preferred for buying any
mapro product.

TABLE NO:13.4 Preference for buying any mapro product(quality)

Particular Frequency Percent

Not preferred 2 2.0

Neutral 26 26.0

Preferred 23 23.0

Most preferred 49 49.0

GRAPH NO:13.4 Preference for buying any mapro product(quality)

60

50

40

30 Frequency
Percent

20

10

0
Not preferred Neutral Preferred Most preferred
INTERPRETATION:

As per the graph we can say that out of 100 customer’s 2% of customer are not preferred for
buying any mapro product and 26% of customer are neutral for buying any mapro product and
23% of customer are preferred for buying any mapro product and 49% of customer are most
preferred for buying any mapro product.

TABLE NO:13.5 Preference for buying any mapro product(availability)

Particular Frequency Percent

Least preferred 7 7.0

Not preferred 7 7.0

Neutral 16 16.0

Preferred 52 52.0

Most preferred 18 18.0

GRAPH NO:13.5 Preference for buying any mapro product(availability)

60

50

40

30 Frequency
Percent

20

10

0
Least preferred Not preferred Neutral Preferred Most preferred
INTERPRETATION:

As per the graph we can say that out of 100 customer’s 7% of customer are least preferred for
buying any mapro product and 7% of customer are not preferred for buying any mapro product
and 16% of customer are neutral for buying any mapro product and 52% of customer are
preferred for buying any mapro product and 18% of customer are most preferred for buying any
mapro product.

TABLE NO:14 Place prefer to buy

Particular Frequency Percent

D-mart 17 17.0

Big bazaar 22 22.0

Hyper city 47 47.0

Other 14 14.0

Total 100 100.0

GRAPH NO:14 Place prefer to buy

place prefer to buy

14% 17%

Dmart
22%
Big bazaar
Hyper city
47%
Other
INTERPRETATION:

As per the graph we can say that out of 100 customer’s 17% of customer prefer D-mart and 22%
of customer prefer Big bazaar and 47% of customer prefer Hyper city and 14% of customer
prefer other store.

TABLE NO:15 Satisfaction toward customer support

Particular Frequency Percent

Highly dis-satisfied 6 6.0

Dis-satisfied 10 10.0

Neutral 39 39.0

Satisfied 42 42.0

Highly satisfied 3 3.0

Total 100 100.0

GRAPH NO:15 Satisfaction toward customer support

45

40

35

30

25
Frequency
20
Percent
15

10

0
Highly dis Dis satisfied Neutral Satisfied Highly
satisfied satisfied
INTERPRETATION:

As per the graph we can say that out of 100 customer’s 6% customer are highly dis-satisfied
with customer support and 10% customer are dis-satisfied with customer support and 17%
customer are neutral with customer support and 34% customer are satisfied with customer
support and 16% customer are highly satisfied with customer support.

TABLE NO:16 Often use any mapro product

Particular Frequency Percent

Once in year 2 2.0

Daily 59 59.0

Weekly 23 23.0

Once in month 16 16.0

Total 100 100.0

GRAPH NO:16 Often use any mapro product

59
60
50
40
30
20 23
2
10 16
0

Once in year
Daily
Weekly
Once in
month

Frequency
INTERPRETATION:

As per the graph we can say that out of 100 customer’s 2% of customer are use any mapro
product once in year and 59% of customer are use any mapro daily and 23% of customer are use
any mapro product weekly and 16% of customer are use any mapro product once in month.

TABLE NO:17 Best mapro product

Particular Frequency Percent

Crush 8 8.0

Syrup 8 8.0

Jam 33 33.0

Topping 11 11.0

Chocolate’s 40 40.0

Total 100 100.0

GRAPH NO:17 Best mapro product

40
40 33 40
33
30

20 8
8
11
8
10 8
11

0
Crush
Syrup
Jam
Topping
Chocolate's

Frequency Percent

INTERPRETATION:
As per the graph we can say that out of 100 customer’s 8% of customer think that crush is the
best product of mapro and 8% of customer think that syrup is the best product of mapro and 33%
of customer think that jam is the best product of mapro and 11% of customer think that syrup is
the best product of mapro and 40% of customer think that chocolate’s is the best product of
mapro.

TABLE NO:18 Overall performance of mapro

Particular Frequency Percent

Worst 3 3.0

Poor 3 3.0

Average 18 18.0

Good 63 63.0

Excellent 13 13.0

Total 100 100.0

GRAPH NO:18 Overall performance of mapro

70

60

50

40
Frequency

30 Percent

20

10

0
Worst Poor Average Good Excellent

INTERPRETATION:
As per the graph we can say that out of 100 customer’s 3% of customer rate overall performance
of mapro is worst and 3% of customer rate overall performance is poor and 18% of customer
rate overall performance of mapro is average and 63% of customer rate overall performance of
mapro is good and 13% of customer rate overall performance is excellent.

TABLE NO:19 Gender

Particular Frequency Percentage

MALE 62 62.0

FEMALE 38 38.0

TOTAL 100 100.0

GRAPH NO:19 Gender

Frequency

38%
MALE
FEMALE

62%

INTERPRETATION:
As per the graph we can say that out of 100 customer’s 38% of customers are female and 62% of
customers are male.

TABLE NO:20 Occupation

Particular Frequency Percent

Employed 49 49.0

Self employed 51 51.0

Total 100 100.0

GRAPH NO:20 Occupation

Occupation

49%
51%
Employed
Self employed

INTERPRETATION:

As per the graph we can say that out of 100 customer’s 49% of customer are employed and 51%
of customers are self-employed.

TABLE NO:21 Annual income

 Particular Frequency Percent

1 to 3 lakh 27 27.0

3 to 10 lakh 58 58.0

Above 10 lakh 15 15.0

Total 100 100.0

GRAPH NO:21 Annual income

60

50

40

Frequency
30
Percent

20

10

0
1 to 3 lakh 3 to 10 lakh Above 10 lakh

INTERPRETATION:

As per the graph we can say that out of 100 customers 27% of customer annual income is 1 to 3
lakh and 58% of customer annual income is 3 to 10 lakh and 15% of customer annual income is
above 10 lakh.
 CHAPTER 7

Findings:

 Observations
 Conclusions

FINDINGS:

 This chapter is to express the finding and conclusion of the study base on the statically
tools is applied to analyzed the data, it includes the result of each and every tables and
test.

 Mapro food having lack of marking strategy compare to kissan and sometimes it is
ineffective but mapro focus on product innovation generally Mapro is not concern about
the marketing and because of that customers are not aware about the mapro food.

 Mapro set the high price compare to their competitor firm and this is the biggest problem
in hyper city, customer doesn’t buy the product.

 Mapro do the sampling activity but sometimes it is ineffective in nature, the reason is in
hyper city customer have own standard and they don’t try any free samples.
 OBSERVATION

This study helps to find the impact of the brand name among customer with reference to:

 Mapro takes special care of hygiene and quality. We found that all the labors directly
involved in the production were wearing gloves and hairs caps.
 There is more than 118000 metric tons of consumption of the strawberry throughout the
year.
 Mapro Company grew without the help of any kind of advertisement. It is known by its
products and quality and not because of the external of advertisement.
 Mapro is the first company to introduce pectin jellies in India.

CONCLUSION:

 Most of the customers were satisfied but changes are required according to the
changing scenario as advertisement has a great impact in the working of the
company.
 More advertisement is required to increase the brand recognition which will promote
more selling of the product.
 Most of the customers were satisfied with the tasted of the mapro product.
 Mapro Company has to come up with new product so that company can attract more
customers and retain existing customer.
 Price can be comparatively lowered making it feasible for the middle class strata to
purchase the product.
 Promotion and promotional offer should be taken up in order to gain customer
attention.
 Overall good review of the entire product.
 CHAPTER 8

Learning from the project

Benefit to the Organization

 It has been great pleasure to work on this exciting and challenging project. This project
provides knowledge about the consumer behavior towards Mapro Foods Products.
 It has helped to conduct the research a scientific way. The researcher has provided the
inputs in designing, the questionnaire which is an important tool of the research.
 It provides with experiences, lessons and the tools we need to get a full time gig in the
future.
 It provides the opportunity to grow and learn before fully entering the working world.
 Working in a professional setting for the first time can be difficult to get used to. But it is
the best way to learn how to navigate the working world through real-life, hands on
experience.
 CHAPTER 9

Suggestions / Recommendations

 Company should focus on the advertisement other than mahabaleshwar (which is its
producing area) so that it helps to increase their sales.
 Company should focus on the replacement policy i.e. tampered; expired or defective
product should be replaced immediately.
 Company should focus on the packaging of the product i.e. it can change its packaging
after certain period of the time and come up with new attractive ideas.
 Promotional activities should be well planned and conducted in prominent areas likes:
 Market
 School and collages
 Public place
 Outside super market
 Introduction offers or promotional perks can be inculcated.
 Media like local newspapers, radio, and TV channels must be used.
 Eye catching banner, hoardings, pamphlets, slogans etc. should be introduced.
 CHAPTER 10

SCOPE AND LIMITATION

SCOPE:

From this study, the various reasons due to which customer buy or don’t buy Mapro
products can be identified.

Customers’ preferences towards Mapro products can be understood. The percentage of

selling of Mapro products will increase. The customers buying tendency can be understood.

LIMITATION:

 The sample size chosen is limited to 100 only because of the time constraint.
 This study was based purely in Vadodara.
 Information given by respondents may or may not be correct.
 The project was undertaken at mapro, the data was confidential so there were certain
barriers in accumulating.
 The disclosure of data from their side was limited.
 CHAPTER 11

Annexure:

• Bibliography

• Questionnaire

BIBLIOGRAPHY

Book references:

 Kotler P., (2012), Marketing Management by, Pearson education, 14th edition, New
Delhi, No.160
 Kothari, C. R, Garg Gaurav, (2004), Research Methodology (Methods and techniques),
New age International (P) Limited Publisher New Delhi -110002, No.114

Web references:

 www.mapro.com
 http://www.mapro.com/mapro_history.html
 http://www.mapro.com/mapro_quality.html
QUESTIONNAIRE

1. Are you aware about mapro brand?

Yes No

2. Your favorite flavor:

Mango Strawberry Pineapple Litchi Other

Jam

Syrup

Crush

Falero

3. Are you aware of various mapro products?

Yes No

4. How do you known about mapro product?

Advertisement Friend Internet Word of Magazine
mouth

5. How satisfied are you with current product?

Highly dis- Dis-satisfied Neutral Satisfied Highly
satisfied satisfied

6. Which of the following place you prefer to buy?

Departmental store Super market Convenient store Kissan store

7. What is the first brand that comes to your mind?

 Mapro Mala’s Food ride Kissan

Jam

Rose

Syrup

Topping

Crush

8. What is your first preference on when purchasing any mapro product?

Least Not Neutral Preferred Most
preferred preferred preferred

Taste

Price

Brand name

Quality

Availability

9. What do you expect from the mapro products? (Rank from 1 to 5) (5-most preferred
and 1-least preferred).
5 4 3 2 1

Availability

Value for
money
Quality

Quantity
 Promotional
offers
Packaging

10. A satisfaction toward customer support provide by mapro?

Highly dis Dis satisfied Neutral Satisfied Highly
satisfied satisfied

11. How often do you use any mapro product?

Once in year Daily Weekly Once in year

12. Which product of mapro do you think is best?

Crush Syrup Jam Topping Chocolate’s

13. How will you rate the overall performance?

Worst Poor Average Good Excellent

Demography detail:

a) What is your occupation?

 Service
 Business
 Professionals
b) What is your gender?
 Male
 Female
c) What is your age?
 16 to 25 years
 26 to 35 years
 36 to 45 years
 46 to 55 years
 More than 55 years