A PROJECT REPORT ON

‘’CONSUMER SATISFACTION ON AUSTIN FOODS AND

BEVERAGES ‘’

Submitted to

N.R. VEKARIA INSTITUTE OF BUSINESS AND MANAGEMENT STUDIES

IN PARTIAL COMPLETION OF THE

REQUIREMENT AWARD FOR THE DEGREE
OF BACHELOR OF MANAGEMENT (BM)
(Semester VII of – INTEGRATED MBA)

Under
Gujarat Technological University

UNDER THE GUIDANCE OF

Faculty Guide
Prof. Dinkar
Morvadia

Submitted by
(Dev P. Mehta)
Enrollment No.:197360571034
I-MBA – SEMESTER VII

Gujarat Technological University

Ahmedabad
2022
 PREFACE

Today’s modern world is progressing by leaps and bounds. In this fast changing world
management of business is very important phase.

A man without practical knowledge is just like a rough diamond. To shine like real
diamond one must have practical exposure of what he has learnt. For the management
students, theoretical knowledge is just like lock without key, so practical knowledge is of
utmost importance.

Similarly it is possible that theoretical knowledge acquired in the classroom may differ
from the practical knowledge.

The tryst for knowledge and power led me to three years degree course as part of this
long term investment. This course not only enabled me to focus firmly on current trend but
also helped to focus on future changes.

As a part of this degree, students have to undergo to project, which is designed

keeping the prerogative and preference of industry in mind. This particular project allows a
student to implement what they have learned within the four walls of classroom. It is here
that the caliber of students to find their flexible for rigorous tasks assigned to their in
future.

As a part of final semester syllabus of Integrated MBA, I have prepared a grand

project on preference of customer towards selection of Austin foods and Pvt. Ltd. from
major companies and possible factors which influence behavior of consumers.
 ACKNOWLEDGEMENT

Success is an amalgam of dedication.

Hard work and able guidance of people around us”

I am indebted to my teachers and gurus who molded at this junction of my career from where
I can take off better in the competitive scenario of today’s world. Working on this project
has been a great pleasure & a stimulating experience.

Firstly I would like to express our deep gratitude to God all mighty for his blessings, which
provided me strength & patience to complete my term paper. I would also like to convey my
thanks to Mr. Bill Gates who have developed the Ms Office without his contribution we
would not able to make this type of attractive & in a printed way. I would also like to thanks
my friends who helped me in all possible ways.

I am also thankful to Prof. Dr. N.M.Munshi who provided me needed information about their
department and guided my term in the right direction and Prof. Farah Dagiya who guided me
at each and every place of my carrier. I also want to thank her for supporting.

(SIGNATURE)
 DECLARATION

I, Dev P. Mehta, hereby declare that the report for “ Project” entitled “ ‘’ AUSTIN FOOD
AND BEVERAGES PRIVATE LIMITED ‘’” is a result of my own work and my
indebtedness to other work publications, references, if any, have been duly acknowledged.

Place : Signature

Date : (Dev P. Mehta)

 INDEX
SR. NO. PARTICULAR PAGE NOS.
PART – 1 GENERAL
INFORMATION
1 About the Industry
World Market
Indian Market
Scenario about particular industry in GujaratGrowth of
the industry in India & Gujarat

2 About Major Companies in the Industry

3 Product Profile( Major Products)

PART – 2 PRIMARY STUDY

4 Introduction of the study

4.1 Literature Review

4.2 Background of the Study
4.3 Problem Statement and Importance of the Study
4.4 Objectives Of the Study

5 Research Methodology

5.1 Research Design

5.2 Sources of Data
5.3 Data Collection Method
5.4 Population
5.5 Sampling Method
5.6 Sampling Frame
5.7 Data Collection Instrument

6 Data Analysis and Interpretation

7 Results and Findings

8 Limitations of the Study
9 Conclusion / Suggestion
10 Annexure
11 Bibliography
 ABOUT THE INDUSTRY

Deriving from the agriculture industry in our definition, the food and food and beverages
industry is divided into two major segments. Those two segments are PRODUCTION and
DISTRIBUTION of edible goods. Production includes the processing of meats and cheeses
and the creating of soft drinks, alcoholic beverages, packaged foods, and other modified
foods. The production segment of this industry excludes foods that were directly produced
via framing and other forms of agriculture.

Distribution involves transporting the finished food product into the hands of
consumers

The industry is much more focused on technology and mechanical manipulation of raw
foods to create more value-added food products than the agricultural industry. Under our
definition of these industries, grocery stores re excludes as they are considered a retail store
by the definition. Distribution includes companies that ship food to retail outlets, restaurants,
or directly to consumers.

Food has been processed for nearly as long as it has been used. In early times, humans used
to dry or smoke meat or other foodstuff in order to preserve t for longer periods of time.
Salt preservation was also very common in the diet of sailors and soldiers during the
invention of canning by Nicholas Appert and pasteurization by Louis Pasteur. Both of these
innovations changed the way that food was processed into a longer lasting food product that
was canned or bottled.
During wartime, the food and beverages industry shifted, as food is often a precious
commodity. Prices were determined by availability and regulation. Most countries involved
in World War 2 rationed food and regulated prices in order to stabilize the economy. This
increased innovation in the food processing segment with the inventions of food coloring,
juice concentrates, artificial sweeteners, and more advanced preservatives, such as sodium
benzoate. These innovations led to the current food processing market in place today with
convenience foods, such as frozen TV dinners and instant meals, prepared snacks, and other
instantly available foods.

The food distribution segment of this industry is fairly new. Prior to the industrial revolution,
consumers typically ate what foods were available to them in their regional market. Foods
were processed from these markets and used for journeys out of them.

With the increased transportation of the industrial revolution, such as railroads and
barges, as well as the concurrent rise in technology such as canning, it became feasible to
transport food from one regional market for sale in another. Today, the industry segment has
evolved even further due to increased transportation technology such as airplanes.
 WORLD MARKET

The world’s population growing at 230,000 people a day, the food processing industry is tasked with
meeting ever increasing consumer need and demand. However, it is not enough to process food efficiently.
It must also be processed safely. CMP surpasses standards for both by designing equipment that reduces or
eliminates bacteria harbourage points and that also allows for swift and efficient cleaning and sanitization.

Food And Beverages Market Characteristics

The food and beverages market consists of sales of beverages, food, pet food and tobacco products by
entities (organizations, sole traders and partnerships) that produce beverages, food, pet food and tobacco
products. The companies in the food and beverages industry process raw materials into food, pet food and
tobacco products, package and distribute them through various distribution channels to both individual
customers and commercial establishments.

Competitive Landscape Of The Food And Beverages Market

Major players in the global food and beverages market include Nestle S.A, Philip Morris International Inc,
PepsiCo, JBS S.A., and Anheuser Busch InBev.

Food And Beverages Market Size

The food and beverages market expected to reach a value of nearly $9471.66 billion by 2022, significantly
growing at a CAGR of 8.9% during the forecast period. The growth in the food and beverages market is due
to increasing population, strong economic growth and rising disposable income in many emerging countries.

However, the market for food and beverages is expected to face certain restraints from several factors such
as weak wage growth in developed economies and changing regulatory environment.
Food And Beverages Market Segmentation

The global food and beverages market is further segmented based on type and geography.

By Type - The food and beverages market is segmented into meat, poultry and seafood, bakery &
confectionary, alcoholic – beverages, dairy, tobacco products, non-alcoholic – beverages, frozen and fruit &
veg, syrup, seasoning, oils, & general food, grain products, and pet food. Among these segments, the meat,
poultry and seafood market accounts for the largest share in the global food and beverages market.

By Geography - The global food and beverages is segmented into North America, South America, Asia-
Pacific, Eastern Europe, Western Europe, Middle East and Africa. Among these regions, the Asia Pacific
food and beverages market accounts the largest share in the global food and beverages market.

Trends In The Food And Beverages Market

Shift to natural ingredients, functional drinks for hydration and nutritional benefits and rise in micro
distilled/artisan spirits are the major trends witnessed in the global food and beverages market.

Potential Opportunities In The Food And Beverages Market

With increasing organic food consumption, increase in demand for food and beverages due to rapid
urbanization, positive economic growth outlook in many developed and developing countries, rising
disposable income the scope and potential for the global food and beverages market is expected to
significantly rise in the forecast period.
 Indian market

Markets all over the world have been on a roll in 2003 and the Indian bourses are no exception having
gained almost 60% in 2003. During this period, while there are sectors that have outperformed this
benchmark index, there are also sectors that have underperformed. FMCG registered gains of just 33%
on the BSE FMCG Index last year.

At the macro level, Indian economy is poised to remained buoyant and growth more than 7%. The economic
growth would impact large proportions of the population thus leading to more money in the hands of the
consumer. Changes in demographic composition of the population and thus the market would also continue
to impact the FMCG industry.

Recent survey conducted by a leading business weekly, approximately 47per cent of India's 1
+ billion people were under the age of 20, and teenagers among them numbered about

160 million. Together, they wieldedINR 14000 Cr worth of discretionary income, and their families spent an
additional INR 18500 Cr on them every year. By 2017, Indians under 20 are estimated to make up 55% of
the population - and wield proportionately higher spending power. Means, companies that are able to
influence and excite such consumers would be those that win in the market place.

The Indian FMCG market has been divided for a long time between the organized sector and the unorganized
sector. While the latter has been crowded by a large number of local players, competing on margins, the former
has varied between a two-player-scenario to a multi-player one.

Unlike the U.S. market for fast moving consumer goods (FMCG), which is dominated by a handful of
global players, India's Rs.460 billion FMCG market remains highly fragmented with roughly half the
market going to unbranded, unpackaged home made products. This presents a tremendous opportunity for
makers of branded products who can convert consumer’s to branded products. However, successfully
launching and growing market share around a branded product in India presents tremendous challenges.
Take distribution as an example. India is home to six million retail outlets and super markets virtually do
not exist. This makes logistics particularly for new players extremely difficult. Other challenges of similar
magnitude exist across the FMCG supply chain. The fact is that FMCG is a structurally unattractive
industry in which to participate. Even so,the opportunity keeps FMCG makers trying.
The fast moving consumer goods (FMCG) segment is the fourth largest sector in the Indian economy.
The market size of FMCG in India is estimated to grow from US$ 30 billion in 2011 to US$ 74 billion in
2018.

Food products is the leading segment, accounting for 43 per cent of the overall market. Personal care (22
per cent) and fabric care (12 per cent) come next in terms of market share.

Growing awareness, easier access, and changing lifestyles have been the key growth drivers forthe sector.

What are FMCG goods?

FMCG goods are popularly known as consumer packaged goods. Items in this category include all
consumables (other than groceries/pulses) people buy at regular intervals. The most common in the list are
toilet soaps, detergents, shampoos, toothpaste, shaving products, shoe polish, packaged foodstuff, and
household accessories and extends to certain electronic goods. These items are meant for daily of frequent
consumption and have a high return.

Rural – set to rise

Rural areas expected to be the major driver for FMCG, as growth continues to be high in these regions.
Rural areas saw a 16 per cent, as against 12 per cent rise in urban areas. Most companies rushed to capitalise
on this, as they quickly went about increasing direct distribution and providing better infrastructure.
Companies are also working towards creating specific productsspecially targeted for the rural market.
The Government of India has also been supporting the rural population with higher minimum support
prices (MSPs), loan waivers, and disbursements through the National Rural Employment Guarantee Act
(NREGA) programme. These measures have helped in reducing poverty in rural India and given a boost
to rural purchasing power.

Hence rural demand is set to rise with rising incomes and greater awareness of brands.

Urban trends

With rise in disposable incomes, mid- and high-income consumers in urban areas have shifted their
purchasing trend from essential to premium products. In response, firms have started enhancing their
premium products portfolio. Indian and multinational FMCG players are leveraging India as a strategic
sourcing hub for cost-competitive product development and manufacturing to cater to international markets
 Scenario about particular industry in Gujarat
TOP FMCG COMPANIES OF GUJARAT 2019

Madhusudan Industries Ltd was started in 1945 and has been in the industry from last 50 years. Company
manufactures dible vegetable oil, laundry soap, and de-oiled cakes and sold its products under brand name of
Madhuram, Mahek and Madhuras.

Date of Establishment : 27-08 1945 | Revenue: 0.14362 ( USD in Millions ) | Market Cap :

30.15375 ( Rs. in Millions ) | Corporate Address : Rakhial Station ,Taluka - Dehgam ,

Gandhinagar-382315, Gujarat

ADF Foods Ltd is counted among the top notch FMCG companies of Gujarat. Company was started
in 1990 and has been in the industry from last 34 years. ADF stabds for American Dry Fruits and
manufactures wide range of vegetables fruits and foods , It started its journey by opening aretail store
and presently company has net worth Rs. 124.488 Million.

Date of Establishment : 1990 | Revenue : 23.8546 ( USD in Millions )| Market Cap : 1581.8 ( Rs.in
Millions ) |Total Income - Rs. 1458.063 Million ( year ending Mar 2014) | Net Profit - Rs.
124.488 Million ( year ending Mar 2014) | Corporate Address : 83/86,G I D C IndustrialEstate,Nadiad-
387001, Gujarat | Website: www.adf-foods.com

Management Details

Chairperson - Ashok H Thakkar | MD - Bimal R Thakkar

Freshtrop Fruits is a leading FMCG company of India that was started in 1992 and has
been in the industry from last 20 years. Company is the part of Motiani Group that has
manufacturing unit in Ahmedabad.

Date of Establishment : 1992 | Revenue : 19.0204 ( USD in Millions ) | Market Cap :

1237.5755 ( Rs. in Millions ) | Corporate Address : A-603 Shapath I V,S G Highway ,Opp
Karnavati

ClubAhmedabad-380051, Gujarat | Website: www.freshtrop.com

Management Details

Chairperson - Ashok V Motiani | MD - Ashok V Motiani

Gokul Refoils and Solvent Ltd is a prominent consumer food manufacturing company
based out in Gujarat. Company was started on 1992 and has more than 22 years of experience
in food industry. It manufactures refining vegetable oils, using latest technology. Since 1995
company also export its products and slowly grabbing a huge market share.

Date of Establishment : 29-12 1992 | Revenue : 1056.69 ( USD in Millions

) | Market

Cap : 2011.39875 ( Rs. in Millions ) | Corporate Address : State Highway No

41,Near Sujanpur Patia,Sidhpur-384151, Gujarat | Website: www.gokulgroup.com |
Total Income - Rs. 64098.195 Million ( year ending Mar 2014) | Net Profit - Rs. 30.882
Million ( year ending Mar 2014)

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Gujarat Ambuja Exports Ltd is engage in manufacturing consumer food since 1991.
Company has strong infrastructure that are equipped with modern machines to produce
good quality products. It is listed in stock market and has market capitalization of Rs
6087.4825 ( Rs. in Millions ).

Date of Establishment:21-08 1991 | Revenue : 521.969 ( USD in Millions ) | Market Cap

: 6087.4825 ( Rs. in Millions ) | Corporate Address : Ambuja Tower,Opp. Memnagar
Fire Station,Navrangpura P. O . NavjivanAhmedabad- 380014, Gujarat | Total Income -
Rs. 31063.2 Million ( year ending Mar 2014) | Net Profit - Rs. 1116.6 Million ( year
ending Mar 2014)

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 Growth of the industry

As the Hispanic population grew in New York and throughout the United States, Austin’s
product line and facilities expanded as well. In 2014, Austin launched a 10 -year strategic
plan and invested $500 million in a global expansion, designed to reach new consumers
and strengthen the Austin brand worldwide. From 2014 - 2016, Goya opened five
new state-of-the-art manufacturing and distribution centers in Texas, California, Georgia and
New Jersey to meet consumer demands for Austin products. In total, the company now boasts
26 facilities throughout the United States, Puerto Rico, Dominican Republic and Spain, and
employs over 4,000 worldwide.

Austin manufacturing and distribution center, Puerto Rico

Through impeccable marketing strategies, tactics and insightful research, Austin has
positioned its diverse product lines as a reputable brand among both the Hispanic market and
mainstream consumers, generating $1.5 billion in annual sales. Once only sold in bodegas,
mom & pop specialty stores to now, national club stores like Costco, Sam’s Club, and BJ’s
Wholesale, Austin Foods can be found in aisles across the nation. The evolution and
success of Austin Foods have demonstrated

17
the company’s strength and brand power within the Hispanic market and its crossover into
mainstream America.

Central American products

Austin has always strived to be a company of passionate people that care about making a
difference in the community. In 2018, Goya was ranked #2 as a leading
U.S. food brand for its social influence and community support, according to TotalSocial
rankings. Through Austin Gives, Austin supports nearly 300 charitable endeavors, programs,
scholarships, and events, and donates millions of pounds of food to local food banks and
shelters, especially during times of natural disasters such as Hurricane Maria in Puerto Rico,
Superstorm Sandy, and Hurricanes Harvey and Irene. In 2017-2018, the company launched
the ‘Can Do’ campaign to benefit Feeding America and donated over 1.5 million pounds of
food to families in need across the country. In 2016, President Barack Obama honored Austin
for its continued success and commitment to the Hispanic community, the only company to
ever be honored by the President. In 2012, Austin collaborated with First Lady Michelle
Obama and the USDA to launch the MyPlate/ MiPlato campaign. Goya recognizes the
important role businesses play in leading the way for environmental change, and is the largest
user of solar energy among Hispanic owned food and beverage companies, ranking as one
of the top corporate solar users in the U.S.food and beverage industry.

18
 About Major companies

Forging a name of great repute in food industries Base India Overseas Pvt. Ltd. has solidified
its stance as one of the leading manufacturers, exporters and Suppliers of Canned Foods,
Cooking Paste and Chutney, Ground and Blended Spices, Snacks and Namkeens, Sweets,
Grocery, Ready to eat and ready to cook in the global market. Commencing its manufacturing
line using high technology, BIOPL has grown exponentially by complying with various
international quality standards, coupled with its prompt delivery, Consistency of its product
range.

Admor products finds in sectors across European, United State, Asian, Australian, Gulf and
African Countries.

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20
The premier source for authentic Latino cuisine, Goya Foods is the largest, Hispanic- owned
food company in the United States. Founded in 1936 by Don Prudencio Unanue and his wife
Carolina, both from Spain, the Goya story is as much about the importance of family as it is
about achieving the American dream.

Founded in 1936 by Spanish immigrants, Goya Foods, Inc. is the largest Hispanic- owned
food company in the United States and the premier source for authentic Latin cuisine.
Combined with authentic ingredients, robust seasonings, and convenient preparation, Goya
provides consumers with over 2,500 high-quality and affordable food products from the
Caribbean, Mexico, Spain, Central and South America.

Goya has fostered a longstanding history in leading the culinary culture of Latin cuisine in the
United States while solidifying its position as an iconic symbol beginning in New York City.
The company’s commitment to excellence is the cornerstone of Goya’s popular credo, “If It’s
Goya, It Has To Be Good”. The result of this simple, yet deeply resonant pledge is the
evolution of Goya Foods as a leader in the Latin American food industry and a trusted
American brand.

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22
Nourish Organics is about helping you make the right food choices. No tedious cooking,
peeling or roasting! We have an array of ready-to-eat snacks that work for you and your body
at all times, even on-the-go. As Indian consumers we are becoming more and more conscious
about our health. Organic ingredients and hand-made food, serve as a promising alternative
for machine made and processed food, made from high amounts of chemical infusions. This
has ill impact both in terms of self-consumption as well as on the environment. The affinity
of an individual towards consumption of organic food items is highly dependent on the
awareness levels, accessibility and availability to the individual which we endeavour to
increase. Nourish Organics’ aim is to eradicate health issues, improving health of the citizen
by creating awareness about organic and healthy food products. We are constantly innovating
to bring out newer products to suit health needs and taste buds of our population.

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24
As a trusted leader in the canned produce industry, Libby’s® Fruits & Vegetables has been
delivering high-quality, wholesome products to kitchens since its debut in 1868. Through
years of expansion, economic downturn, immigration, wars, urbanization and globalization,
Libby’s has represented American quality and goodness. When families purchase Libby’s
products, they are getting something special.

Libby’s products are of the highest quality and are packaged fresh from farms and orchards
almost exclusively in the United States. Our internationally recognized brand helps feed the
world safe and nutritious fruit and vegetables, offering value and convenience to millions of
people in more than 95 countries.

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26
 PRODUCT PROFILE:

Typesof
products

Pulses/Beans Vegetables Fruits Ready to Eat Pastes

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A. Pulses / Beans :

a) Black Beans : b) Chick Peas :

c) Green Pigeon Peas : d) Red Kidney Beans :

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e) Baby Corn : f) White Kidney Beans :

29
 B. Vegetables :

a) Baby Potatoes : b) Lady’s Finger :

c) Drum Sticks : d) Sweet Corn :

30
e) Beets : f) Bitter Gourd :

31
C. Fruits :

a) Kesar Mango Slices : b) Strawberry :

c) Peach : d) Apricot :

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c) Cherry :

33
D. Ready to Eat :

a) Pav Bhaji : b) Dal Makhani :

c) Mix beans with veg. : d) Undhiu :

34
e) Sweet Corn : f) Baingan Bhartha :

a) g) Turiya Patra : h) Curried Patra :

35
E. Pastes :

a) Garlic Paste : b) Ginger paste :

c) Red chili paste d) Green Chili Paste:

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37
 INTRODUCTION OF THE STUDY :

Austin Foods & Beverages Pvt. Ltd is a young and dynamic company which aspires
to emerge as an industry leader in the field of sterilized foods in India. Austin takes
pride in providing an extensive range of sterilized pulses, vegetables & fruits.

Austin offers seamless supply and quality assurance with its state-of-the-art
production facility, which spreads in 40,000 sq. meter land area at Anand, Gujarat,
India.

The entire production process follows BRC, HACCP and FSSAI norms to ensure the
quality of our processed products. U.S. FDA approved European machinery is
deployed for entire production process with installed capacity of 3,60,000 cans per
day.

Established in 2012, Austin Foods & Beverages Pvt. Ltd. Has made a name for itself
in the list of top suppliers of canned Food in India. The supplier of company is
located in Rajkot, Gujarat and is one of the leading sellers of listed products. Austin
Foods & Beverages Pvt. Ltd. Is listed in trade India’s list of verified sellers offering
supreme quality of Surati papdi, Baingan Bhartha, Pinto Beans etc.

38
Business Type : Exporters / Supplier / Trading
Company

From sourcing of pulses, vegetables, fruits and other ingredients to production and
dispatching products utmost care is taken at each level so end consumers can relish
the savour of delicious food of their choice. To meet this objective, Austin factory is
well equipped with hygiene storage and dispatch facility.

Starting from raw material to finished goods, each process is closely monitored by
technical lab. Microscopic details, such as PH level, are supervised at each
progressive stage. At the end of thermal process, Austin Sterilized Pulses,
Vegetables and Fruits are delivered in glass jar as well as in food grade lacquer cans
with longer shelf life.

Pulses and vegetables are offered in brine whereas fruits are available in sugar syrup.
In the way you will get pulses, vegetables and fruits which are ready to use in their
natural taste.

For continuous improvement in production process and quality of product, we

have deployed team. All the mandatory internal food tests are conducted by skilled
and experienced food technologists in the in-house lab.

We take extreme care to preserve environmental resources. Hence, our plant and
production process are designed in such a manner that they do not cause any adverse
effect on environment.

We feel proud to share that Austin has received Zero Discharge Certificate from
Gujarat Pollution Control Board (GPCB) which ensures that project id absolutely
environment friendly.

39
 LITERATURE REVIEW:

A review of past studies is useful to define concepts and formulate the methodology
clearly and objectively. Therefore an attempt is made in this chapter to present a review of
the previous studies. The literature for the current study includes works undertaken in India
and outside India on organisational climate and job satisfaction.

• Sinha A.K.(1960)

found that job satisfaction is a resultant feeling of sat-isfaction which the employee
actives by gaining from the job what he expects from it to satisfy his needs ie job satisfaction
refers to an individuals complex reactions towards his/her job.

• Sinha D. and Sharma K.C(1962)

Are of the opinion that age and marital status is significantly related to jobsatisfaction

• Litwin and Stringer(1968)

Are of the opinion that job satisfaction increases as the individual perceives the
environment as having more achievement op-portunities. Individuals who are in achievement
climate rate themselves as higher performers than individuals in less motivating climate.
Salesmen are rated higher in performance if they perceive an achievement climate. Clerks
are rated higher in performance if they perceive a power climate.

• Davis J.(1968)

in his article ‘Role Hierarchy and organisational climate’ says that organisational
climate may reflect a variety of executive rule of fol-lowing propensities. Organisational
climate should be used in recruitment to determine whether the individuals are rule bound or
freewheeling.

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 BACKGROUND OF THE STUDY

The study of consumer helps the firm and organization to improve theirmarketing
strategies by understanding issues such as how…..

• The psychology of how consumers think, feels, reason, and select betweendifferent
alternatives. (e.g. brand, product and retailers)
• The psychology of how the consumer is influenced by his or her environment.(e.g.
culture, family, signs and media)
• The behaviour of consumers while shopping or making other marketing
decisions.
• How consumer motivation and decision strategies differ between productsthey
differ in their level of importance or interest that they entail for the consumer.
• How marketers can adapt and improve their marketing campaign and
marketing strategies to more effectively reach the consumer.

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Problem statement and objective of the study

Problem statement

Analysis of the consumer satisfaction towards the Austin with reference to thejunagadh city.

Objectives of the study

➢ The main objective is that to know about the consumer satisfaction towardsthe
Austin.

➢ To know about which attribute are more like by the consumer in the Food .

➢ To know about the consumer interest for the liking of the different company.

➢ To find what factor are influence the people for purchasing the product of
Austin.

➢ To fulfill the requirement of the study.

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43
 RESEARCH DESIGN:

A research design is the specification of methods and procedures for acquiring

the information needed to the structure or solves the problem. It is the overall
operational pattern or framework of the project that stimulates what information
is to be collected from which source and by what procedure. On the basis of the
major purpose of our investigation the descriptive research is found to be more
suitable. Descriptive studies, as the name implies, are designed to describe
something – usually market characteristics or function. It is conducted for
describe the characteristic of relevant groups to determine the perception of
product characteristic or to make specific prediction.

Research design is the arrangement of the conditions for collection and

analysis of the data in manner that aims to combine relevance to the research
purpose with economy in procedure. It is a conceptual structure within which the
research is conducted. As such the design includes an outline what the
researcher will do from lighting the hypothesis and its operational implications
to the final analysis of data.

Research purpose may be grouped into three categories, viz…..

✓ Exploratory
✓ Descriptive
✓ Experimentation

Descriptive Research design use for the survey purpose.

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 SOURCES OF DATA :

There are two types of sources of Data.

1. Primary Data
I collect the data by the survey and fillingquestionnaire.

2. Secondary Data
I collect the data by following method.
✓ By websites
✓ By newspaper
✓ By magazine
✓ By journal

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 DATA COLLECTION METHOD :

In dealing with a real life problem, It is often found that the data at hand are
inadequate, and hence. It becomes necessary to collect data that are
appropriate; there are several ways of collecting the appropriate data.

There are two types of data collection methods.

Data collection method

1. Primary 2. Secondary
methods Methods

A. Magazine
A. Questionnaire
B. Media
B. Survey
C. Observation, C. Web, library

(A) PRIMARY DATA:

Primary data are those which are collected for the first time & thus
happen to be original in character. Primary data are to be originally
collected. Collection of primary data is either through observation or
through direct communication with respondents is one form or another or
through personal interviews.

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(B) SECONDARY DATA:

The secondary data are those which are already available or collected in
the past. In simple words Secondary data are those data which have
already been collected and used by someone else and which have
already been passed through the statistical process.

I collect the primary data through directly communicate with the

respondents and by filling questionnaire and secondary data through
Internet, newspaper, magazines, periodicals, articles.

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POPULATION :

The first step is developing any sample design is to clearly define the set
of objects. Technically called the universe to study. The entire aggregation of
items from which samples can be drawn is known as a population. The
population or universe can be finite and infinite. In finite universe the number of
the items is certain. But in case of an infinite universe the number of items is
infinite. The population of the city, the number of workers in a factory and the
like are examples of finite universes whereas the number of star in the sky,
listeners of the specific radio programmed, throwing a dice etc. are the
examples of the infinite universes.

So here in this report I take the sample from Junagadh city and in the
research work I take 100 people of the Junagadh city.

48
 SAMPLING METHOD :

There are two types of sampling technique.

SAMPLING TECHNIQUES

1. Probability 2. Non- probability

sampling sampling
A. Simple Random
A. Convenience
Sampling
sampling
B. Stratified
B. Quota Sampling
sampling
C. Judgmental
C. Systematic
sampling etc.
sampling etc

1. Probability Sampling :

❖ Random Sampling:
This procedure gives each item an equal probability of being
selected. It is also known as chance sampling. In this design
universe has an equal chance of inclusionin sample.
i.e. Lottery method.

49
 ❖ Stratified sampling:

In this technique the population is stratified in to a number of

non-overlapping sub populations or sample items are
selected from each stratum is based on sample random
sampling.

❖ Systematic sampling :

In some instant the most particular way of sampling is to

select every 15 name on a list and every 10 houses on one
side of street and so on sampling of this type is known as
systematic sampling.

2. Non- probability Sampling:

❖ Convenience Sampling:

When population elements are selected for inclusion in

samples based on ease of access, it can be called
convenience sampling.

❖ Quota Sampling:

Here interviewers give quota to be filled from different

strata. The actual selection of items for sample being left on
the interviewer’s judgments.

50
 ❖ Judgment Sampling:

Here interviewer’s judgment is used for selecting items.

Which he or she consider as representative ofpopulation.

I use the probability sampling for the research work on the consumer
satisfaction and I select the Simple Random Sampling for conducting survey.

51
 SAMPLE SIZE :

A sample is part of total population. It can be an individual element or a

group of elements selected from the population. Although it is a subset, it is
representative of the population and suitable for research in terms of cost,
convenience and time.

The sample size is very essential in research. It determines the how many
people are considering in the research study. I take the 100 people from the
region of Junagadh city with the help of the simple random sampling method.

Taking care of the quality of the research, it is very important that the
response were filled up with sincerity and received on time, which lead to great
extent.

52
 SAMPLING FRAME :

Population: Junagadh Region

Data Analysis Technique to be used: Questionnaire

Sample size: 100 people

Sampling Method: Simple random sampling

53
 DATA COLLECTION INSTRUMENT :

In the research study, many researchers use many kinds of method of

data collection. They are using different type of the instruments for data
collection.

Generally many instruments are used for different research study

undertaken. But in this research I will use Questionnaire as main source of the
data collection.

I am going to fill up my questionnaire by the way of;

✓ Personal interview
✓ Making survey

54
55
 ANALYSIS AND INTERPRETATION :

1. Age:

18% 21%

10 to 15
15 to 20
20 to 25
25 and above
33% 28%

10 to 15 21%
15 to 20 28%
20 to 25 33%
25 and above 18%

INTERPRETATION:

Here, the question is the Age of people who use Austin products, 21% people arebetween 10 to 15,
28% people are between 15 to 20, 33% people are between 20 to
25 and 18% people are between 25 and above.

56
 2. Gender :

45%
Male
Female
55%

Male 45%
Female 55%

INTERPRETATION:

Here, the question is the gender of people who use Austin products,45%
people are male and 35% people are female

57
 3. Income :

19%

7000 to 10000
44%
10000 to 18000
12%
18000 to 25000
25000 and above

25%

7000 to 10000 44%

10000 to 18000 25%
18000 to 25000 12%
25000 and above 19%

INTERPRETATION:

Here, the question is the income of people who use Austin products, 44% people arebetween
7000 to 10000, 25% people are between 10000 to 18000, 12% people are
between 18000 to 25000 and 19% people are between 25000 and above.

58
 4. Which is your favorite type of food in Austin foods?

12%
22%
Pulses
Vegetables
21%
Fruits
Ready to eat
Pastes
33% 12%

Pulses 12%
Vegetables 21%
Fruits 12%
Ready to eat 33%
Pastes 22%

INTERPRETATION:

Here, the question is favorite type of food in Austin products, 12% people like pulses, 21%
people like vegetables, 12% people like fruits, 33% people like ready to eat, 22% people like
pastes.

59
 5. Have you ever taste Austin foods products?

14%

Yes
No

86%

Yes 86%
No 14%

INTERPRETATION:

Here, the question is have you ever taste Austin products, 75% people respondedyes, 12 %
people responded no, 13% people responded may be .

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 6. Do you think price of an Austin Foods products are
affordable?

22%

Yes
No

78%

Yes 78%
No 22%

INTERPRETATION:

Here, the question is do you think price of Austin products are affordable, 70%people
think yes, 20% people think no and 10 % people think may be.

61
 7. Do you like Austin food products?

14%

Yes
No

86%

Yes 86%
No 14%

INTERPRETATION:

Here, the question is do you like Austin food products, 59% people say yes and 41%people
say no.

62
 8. If yes why do you like Austin food products?

8%

34%
Taste
Brand

39% Quality
Price

19%

Taste 34%
Brand 19%
Quality 39%
Price 8%

INTERPRETATION:

Here, the question is why do you like Austin products, 34% say for taste, 19% say forbrand,
39% say for quality, 8% say for price.

63
 9. How come you know about Austin food Products?

6% 8%
6%
Family
Friends
Advertisement
44% Social Media
36% Others

Family 8%
Friends 6%
Advertisement 36%
Social media 44%
Others 6%

INTERPRETATION:

Here, the question is how you come to know about Austin products 8% people sayfrom
family, 6% friends, 36% advertisement, 44% social media, and 6% other.

64
 10. Do you think Austin food products are healthy?

20%

Yes
No
17% May be
63%

Yes 63%
No 17%
May be 20%

INTERPRETATION:

Here, 63% people said Austin food is healthy, 17% people said no and 20%people
don’t know Austin food is healthy or not.

65
 11. According to you, what is difference between
Austin food products and other whole canned food
products?

6%

Taste
46% Price
38%
Quality
Avalibility

10%

Taste 46%
Price 10%
Quality 38%
Availability 6%

INTERPRETATION:

Here, Austin food is differentiate 46%taste, 10%price, 38%quality,and

6%availability

66
 12. How often you eat Austin food products?

8%

19% Daily
43%
Weekly
Quaterly
Monthly

30%

Daily 8%
Weekly 19%
Quarterly 30%
Monthly 43%

INTERPRETATION:

Here, majority people eat Austin food in monthly that people 43%. 30%
people eat Austin food quarterly.19% people eat weekly and 8% people eat
Austin food daily.

67
 13. Will you suggest to your friends and neighborsabout
Austin food products?

10%

Yes
No

90%

Yes 90%
No 10%

INTERPRETATION:

Here, majority people suggest Austin food to other people.90%people

give answer yes to suggest Austin food

68
 14. Austin food products preferred by (100 survey people).

9%
20%

Children
Youth
30%
Parents
Old parents

41%

Children 20%
Youth 41%
Parents 30%
Old parents 9%

INTERPRETATION:

Here out of 100%, 20% children, 41%youth, 30%parents, 9%oldparents

consume Austin food

69
 15. Did you heard about Austin food criticism?

0%

Yes
No

100%

Yes 0%
No 100%

INTERPRETATION:

Here no one people hear any criticism about Austin foods

70
 16. After that you eat Austin food products?

8%

Yes
No

92%

Yes 92%
No 8%

INTERPRETATION:

71
 FINDINGS

During the research work on consumer satisfaction, I have found following

things.

➢ I get to know that they think food and beverages is essential for every person. They
considered it as not luxuries item but one type of essential items in day- to –day’s life.

➢ I also found that most of people like Austin food in (product nu name) .

➢ They also considered different attributes while purchasing the food and beverages
most considerable attribute for the people is taste, services, quality, price, etc.

➢ People are more influence by the brand image rather than other factors like print
media, electronic media and exhibition.

➢ Majority of people are not like to purchase the food on the basis of the famous
celebrity.

➢ Talking about the color, so most of people like multi color of package.

72
 LIMITATIONS OF
THESTUDY
Each and every study has some kind of the limitations. The limitation of mystudy is
as follows.

➢ My study is limited up to junagadh city only.

➢ Inappropriate response from respondents.

➢ In this study I take limited sample size from the population so, the findings isbased
on that only.

➢ For this project, the time taken about 2-3 months with study period which isnot
enough.

➢ Sometime respondent do not reply with whole-heartily, which will givemisguided

result.

➢ Illiterate People cannot give reply to me, so I have deal only with literate
people, so illiterate peoples are excluded.

73
 SUGGESTION
As per the research work and finding, my suggestions are as follows.

➢ Many people likes Austin Product. Hence other companies should make appropriate
efforts to attract more and more number of customers

➢ Different companies must have concentrate on the need of the color require by the
customer so as per the customer demand they have to make and provide the color to
its distribution.

➢ Companies should more concentrate on taste comfort and service.

➢ Like Austin other companies should also create strong brand image in the mind of
customer.

➢ Majority of people are not like to purchase the food on the basis of the famous
celebrity so companies try to make efforts on giving advertisement and promotion
activity.

74
 CONCLUSION

I feel absolutory precious to get an opportunity for doing the research on the “Foodindustry”.

Having report on Austin was amazing experience about the study of Food industry.

I have studied lot of thing from this report. Talking about India, Austin also has majorimpact
in Indian market. Also some plants of Austin are working in Gujarat.

I have also found that many Food producing companies belong to India.
From which number one company producing Foods in the world is Austin.

I conclude that the research work on consumer satisfaction towards Austin Foods and
Beverages Pvt. ltd. was much knowledgeable and I have learned much about the Austin.

During the research work, I have come to know about various kind of aspect which
consumers take into consideration while purchasing Austin Products.

Also I can conclude that food industry have increasing growth in the market.

At the end, I am very much thankful to the entire respondent and my guide and the
persons who have helped me in my research study.

75
 Bibliography
https://sw.aveva.com/webinars/using-artificial-intelligence-to-
increase-efficiency-in-food-and-
beverage?utm_term=%2Bfood%20%2Bbeverage%20manufacturin
g&utm_campaign=F%26B+Industry+APAC&utm_source=adwords
&utm_medium=ppc&hsa_acc=3968997322&hsa_net=adwords&hs
a_cam=910839119&hsa_ad=380103950074&hsa_kw=%2Bfood%
20%2Bbeverage%20manufacturing&hsa_grp=83202296808&hsa_
mt=b&hsa_ver=3&hsa_src=g&hsa_tgt=kwd-
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https://www.admor.in/aboutus

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http://www.getbacktothetable.com/about-us

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https://www.fiverr.com/gigs/food?show_join=true

76