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1. 2. EXECUTIVE SUMMARY ..................................................................................................... 2 INTRODUCTION ................................................................................................................... 3 COMPANY PROFILE ................................................................................................................ 3 ORIGIN OF THE ORGANIZATION: ....................................................................................... 4 GROWTH AND EXPANSION OF CBNP: ............................................................................... 4 PRODUCTION CAPACITY: ..................................................................................................... 5 CRANE GROUP OF INDUSTRIES: ......................................................................................... 6 WELFARE ACTIVITIES ........................................................................................................... 7 PRODUCT PROFILE ................................................................................................................. 8 MARKETING IMPLICATIONS ................................................................................................ 9 NEED FOR THE STUDY ........................................................................................................ 11 3. RESEARCH METHODLOGY ............................................................................................. 12 DATA COLLECTION METHODS ......................................................................................... 12 SAMPLING: ............................................................................................................................. 13 STATISTICAL TOOLS:........................................................................................................... 13 4. 5. 6. 7. 8. 9. 10. SCOPE & LIMITATIONS OF THE STUDY ....................................................................... 14 OBJECTIVES OF THE STUDY .......................................................................................... 15 ANALYSIS & INTERPRETAION ....................................................................................... 16 FINDINGS............................................................................................................................. 43 SUGGESTIONS .................................................................................................................... 44 CONCLUSION ..................................................................................................................... 45 QUESTIONNAIRE ........................................................................................................... 46
1. EXECUTIVE SUMMARY
Crane obviously falls in the first category. Since its inception in 1963, the company has served the finest nut powder to all over India. It believes that its responsibility goes beyond its corporate goals. Its journey starts way back in 1963. Sri. Grandhi. Subba Rao was started Crane Betel Nut Powder in Guntur, Andhra Pradesh in 1957 with a mission of serving people through quality and taste. Its also proprietary concern to start with, it is a family organization with annual turnover Rs.40, 000/-. By establishing standard quality in the product the firm gained popularity and confidence of the consumers with short span of time. Maintaining stringent quality management and meeting strict quality standards, Crane devotes all its knowledge and experience to live up to high customer expectations. Unrivalled in its versatile variety, way ahead of the competition in quality, Crane holds sole monopoly in the niche segment of marketing family packs. Crane Betel Nut Powder Works was established in the year 1957. It was founded by Mr. Grandhi Subba Rao with an initial capital of Rs.100/- with 2 to 3 workers. It is sale proprietor organization and it was established in the Sampath Nagar Guntur. The main objective of the organization is to manufacture Betel Nut Powder. Mr. Grandhi Subba Rao feels that it is the only business to start with lowest investment. He started the marketing nut powder and sold with brand name of No.1 Vani. And he done that up to 7years the business throughout the state, afterwards in 1957 he established and registered the name of Crane Betel Nut Powder Works. On that time the product was sold in the towns and rural areas of Guntur District only turnover of Rs. 60, 000/-. Crane betel nut powder works has got award for the best quality and taste of the product from Dr. C. Ranga rajan, former governor of Andhra Pradesh. This award is given by CITD. Industrial promotion independence governor award 1997.
2. INTRODUCTION
The principal task of marketing management is to fulfill the aspirations of the consumers. It is thus imperative to understand what the consumers want, how they make the choice, or what these sources of information and influence processes, etc. In this process an organization can identify new opportunities in the market, evaluate and monitor marketing actions, and in general evolve better marketing program to serve the interest of consumers. Thus market research acts a link between the consumer and the marketer. One major objective of ant marketer is to earn profits through consumer satisfaction. To achieve consumer satisfaction, a study of factors influencing consumer behavior is very much necessary. The consumer behavior involves a study of the factors influencing consumer behavior is very much necessary. The consumer behavior involves a study of the factors, which influence the decision making of the consumer. Of all the factors, psychological factors play a crucial role in influencing the decision process of the consumer. Hence a study of the attitudes towards decision making considered for the present study. The dilemma that all marketers are facing is getting the maximum done in minimum possible time and with brand loyalty becoming a thing of the past, given choice available to the consumer, it is no longer a case of product pus, rather it is consumer pull.
COMPANY PROFILE
Crane obviously falls in the first category. Since its inception in 1963, the company has served the finest nut powder to all over India. It believes that its responsibility goes beyond its corporate goals. Its journey starts way back in 1963. Sri. Grandhi. Subba Rao was started Crane Betel Nut Powder in Guntur, Andhra Pradesh in 1957 with a mission of serving people through quality and taste. Its also proprietary concern to start with, it is a family organization with annual turnover Rs.40, 000/-. By establishing standard quality in the product the firm gained popularity and confidence of the consumers with short span of time.
Maintaining stringent quality management and meeting strict quality standards, Crane devotes all its knowledge and experience to live up to high customer expectations. Unrivalled in its versatile variety, way ahead of the competition in quality, Crane holds sole monopoly in the niche segment of marketing family packs.
and it slowly entered the Karnataka market in 1978 by 1980, it covered almost all the south India. CBNP is the current market leader in the nut powder industry. Its present turnover rose from 6000/- to above 65 corers. CBNP in the initial stages manufactured only one type of nut powder i.e., plain nut powder (P.T). With the increase in the market share and to face the competition started introducing new product like sweet supari, Gold pouch, extra special and so on. Crane has notched up an imposing market share of 85% in Andhra Pradesh, 60% in Tamil Nadu and 40% in Karnataka which itself reflects the companys clear lead in the field. For capturing the markets CBNP maintain different styles of packing as per the interests of those areas, so that the people accustomed to the products very easily.
PRODUCTION CAPACITY:
Crane Betel Nut Powder works is having excellent production capacity in marketing nut powder. It is having above 100 machines of production and packing machines. Now the production capacity is more than 80,000 per annum. Its actual capacity of the plant is 50,000 per annum. According to the needs of the sales of the machines are operating. The firm mainly producers two variables of products namely: 1. Sweet Nut Powder 2. Un Sweet Nut Powder The firm buys the raw material from different states as follows: Shimoga from Karnataka, Labels from Sivakasi, Printing Paper from Delhi and Hyderabad, Polythene covers from Sivakasi and Bangalore, Vanaspathy form Mumbai. The firm maintains different formulas from different varieties. For example, the formula for and contents for 60 paisa variety differs that of one rupee variety with the major changes in the quality intergradients and raw materials according to the price of the product.
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Personal Department: There are above 600 employees working Crane Betel Nut powder Works of these are skilled, Unskilled and semiskilled and senior management staff. Crane Betel Nut Powder Works balanced team of technical and managerial personnel levels the dedicated efforts of all the employees of the company have helped the plant to active the highest rates of capacity utilization in the first year of operation itself. Steps are being taken to include all employees in the process of corporate planning and human resource development. Crane betel nut powder works provides more facilities to its workers. Those are provident fund, future fund, fund bonus, level encashment. Local privileges, vehicles maintenance etc. crane betel nut powder works offers Rs. 1,500 to 15000 as a salary according to the post. It is contributing 12% to P.O and 1.25% to E.S.I
WELFARE ACTIVITIES
Security fund scheme: If any worker in crane betel nut powder works expires while in service, a certain amount would be given to them as death help according to the post of the deceased worker, death help would be given to the dependent/nominee as described, where in the case of any accident to the worker, the crane pays some amount to the workers for treatment. Future fund scheme: Human being while fulfilling their basic needs also envisage a better standard of living and also security for the future. In order to meet his/her initiated demands. Thus it also becomes the responsibility the society or the organization to fulfill the aspiration of the human being. For this purpose they cut 10% of earning of the concerned field workers. Every worker wants to withdraw his/her deposit amount before the compassion of one year. Marriage help: The crane betel nut powder works also provides marriage help to its workers. At the same time of marriage of their dependents sisters, daughters and themselves. They provide some amount to their workers. Medical facility: The organization provides medical facilities to the workers. Who are having the regular, active and decayed worker at the time of need, in case of ant accidents medical emergencies or any other treatment/operations the workers and their dependents shall be eligible for the benefit.
PRODUCT PROFILE
The consumption of nut powder was mainly used at the time of festivals and all occasions. Thus nut powder consumption became a habitual thing. Now days it is used by all classes of people. India is largest producer of it in the world. Today under area nut is estimated to be more than 2.5 lakhs back water yielding about 2.8 lakhs tones of processed nuts. Karnataka is the major producer of Area nut with 405 of total production. India is the largest consumer of areca nuts. CBNP manufactures different typed of products in different packages some of them are as follows a) CRANE BETEL NUT POWDER b) CRANE SWEET SUPARI(SS) c) GOLD POUCH d) MOUTH FRESHNER e) CRANE EXTRA SPECIAL Crane Betel Nut powder: It is also known as PT Nut Powder and in some areas called as HOT Nut Powder. It is the first product of Crane. This product is made from betel nut pieces, vegetable oil, Menthol, bernoil, clove oil and permitted preservatives. This brand is available in different packages of 25 paisa, 50 paisa, Rs. 1/-, Rs. 2/-, Rs. 5/-. Crane Sweet Supari: Sweet supari is the largest selling brand of CBNP. This product is made from betel pieces, vegetable oil, menthol, bernoil, clove oil, chackrin, and permitted flavors preservatives. Gold Pouch: Gold Pouch is mixed of both sweet and PT. this product constitutes the top quality betel nut pieces, liconics, vegetable oil, menthol, clove oil and permitted preservatives. This product is
available in three sizes they are 25 Gms, 50 Gms, and 100 Gms which worth Rs.10, Rs. 20 and Rs. 40 respectively. Mouth Freshener: The entrants of the competitors in field of mouth freshener. CBNP gave a shock treatment by introducing the same mouth freshener at the challenging rate of 25 paisa. Which earned a good market for its product and almost wiped off all the others? Crane Extra Special: This product crane is used the contents of betel nut pieces, natural spices, vegetable oil etc., it is quality product of crane because all the spices and nut powder used in quality item. The taste and smell of this product is excellent. These are the five flavors of manufacture the crane. These all are takes a good position in the market because Crane Betel Nut Powder Works takes a good measure to mix the spices and nuts.
MARKETING IMPLICATIONS
Marketers facing consumers who have a negative attitude towards their product must also work to identify the key issues shaping a consumers attitude then marketing decision (e.g. advertising) in an effort to change the attitude. For companies competing against strong rivals to whom loyal consumers exhibit a positive attitude, an important strategy is to work to see why consumers on these issues. Alternatively, a company can try to locate customers who feel negatively toward the competitor and then increase awareness among this group.
CHARACTERISTICS OF CONSUMER
1. Learning and Experience 2. Shopping Orientation 3. Social Status
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CONSUMER INVOLVEMENT
Most definitions acknowledge that involvement 1. Is related to the consumers value and self-concept, which influence the degree of personal importance ascribed to a product or a situation. 2. Can vary across individuals and different situation. 3. Is related to some form of arousal
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3. RESEARCH METHODLOGY
Research is defined as human activity based on intellectual application in the investigation of matter. The primary aim for applied research is discovering, interpreting, and the development of the methods and systems for the advancement of human knowledge on a wide variety of scientific matters of our world and the universe. It is conducted without any practical end in mind, although it may have unexpected results pointing to practical applications. Research means search for knowledge sometimes it may refer to a scientific and systematic search for pertinent information on a specific topic. In fact research is an art of scientific investigation.
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SAMPLING:
Sampling may be defined as the selection of an aggregate or totally on the basis of which judgment of reference about the aggregate of totally is made. Sampling is used in conducting surveys and in studying various problems concerning production management, time and motion studies, market research, various areas of accounting and finance and the like. Sample size: The sample size is consumers in Guntur town. Sample area: In and around Guntur town. Sampling method: Random sampling method was used for the project.
STATISTICAL TOOLS:
Statistical techniques are to obtain findings and average information in logical sequence from the raw data collected. After tabulation of data research have used the following quantitative technique. Percentage analysis Charts
PERCENTAGE ANALYSIS
Percentage refers to special kind ratio. This method is used as making comparison between two or more services of data. Percentage used to decidable relationship. Percentage can also used to compare the relative Terries, the distribution of two or more services of data
CHARTS
Bar charts are used to get a clerk look at the tabulated data.
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Scope: The present study A MARKET SURVEY ON CONSUMER ATTITUDES TOWARDS CRANE BETEL NUT POWDER. Was under taken to understand the consumption pattern of betel nut powder in Guntur town, Andhra Pradesh. The sample was collected and analyzed to know the awareness level among respondents the use of betel nut powder and it varieties. As the study has undertaken only some areas in Guntur town. It scope is limited and cant be extended to the whole universe. The sample size as 130 and the consumption pattern of the respondents was studied. The regular users and the others were commented through a questionnaire to understand their purchasing and consumption pattern. A part from this respondent who did not use crane was also contacted and a study of their perception towards crane betel nut powder was observed. Limitations: The following are limitation occur when the project is done at CRANE BETEL NUT POWDER WORKS 1. The survey was done in some areas of Guntur town only. So any implication is restricted to this limited area. 2. The time constraint deprived the survey from meeting all the respondents. 3. Even though care was taken to make research error-free some errors may have crept in. 4. Non-availability of the consumers at the time when the survey was conducted. 5. Access to all the records and files of the company were not possible at all the times. 6. Interaction with higher officials was limited due to their very busy schedules. 7. The respondents have answered the questionnaire with their level of knowledge that may not be indicative of the actual situation. 8. The sample size is only respondents, hence the data collected may not be a
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5.
To know about the consumer reference for quality, taste, availability, and price of crane betel nut powder.
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The following table shows the consumption level of betel nut powder according to the consumers occupation.
SNO
PARTICULARS
NO OF RESPONDENTS
PERCENTAGE
1 2 3 4
20 40 45 25 130
15 31 35 19 100
CONSUMPTION ON BASIS OF
50 40 30 20 10 0 NO OF RESPONDENTS PERCENTAGE
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Analysis: From the above table we observe that the students constitute 15%, employees constitute 31%, and business people constitute 35%, and agriculture people consume 19% respectively. Interpretation: Among the no. of sample respondents, majority of respondents whose consumption is more are from the occupation of business. Inference: From the above chart we observe that, majority of respondents whose consumption is more are from the occupation of business. 2. How much is your monthly income? a) Below 3000 b) 3000-6000 c) 6000-8000 d) 8000 & above
MOTHLY INCOME
Below 3000 3000-6000 6000-8000 8000 & above Total
NO OF RESPONDENTS
35 45 30 20 130
PERCENTAGE
27 35 23 15 100
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FIG 2:- INCOME CLASSIFICATION OF THE CONSUMERS Analysis From the above table it is concluded that income below of Rs. 3000 monthly income consumes 27%, 35% of respondents were between 3000-6000, 23% of respondents were of income between 6000-8000 and those respondents of 15% consumes were of income above 8000. Interpretation Among the no. 0f respondents, majority of respondents who consume nut powder are of the income between 3000-6000. Inference: From the above chart we observe that, majority of respondents who consume nut powder are of the income between 3000-6000.
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The following table shows the consumption of betel nut powder by basing on their educational qualification S.NO 1 2 3 4 MONTHLY INCOME Primary Secondary College University Total NO OF RESPONDENTS 10 20 35 65 130 PERCENTAGE 8 15 27 50 100
CONSUMPTION ON
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From the above table it is observed that 50% of the respondents are university level, 27% of respondents are from college level, 15% of respondents are from high school level and the remaining 8% of respondents are from primary level. Interpretation: Among the no. of respondents, the educational qualification of majority of respondents is university. Inference: From the above chart we observe that, the educational qualification of majority of respondents is university. 4. Do you consume betel nut powder? a) Yes b) No
The following table showing the opinion of consumers about the consumption of betel nut powder.
PARTICULARS
NO OF RESPONDENTS
PERCENTAGE
Yes No Total
90 40 130
69 31 100
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FIG4: - CONSUMERS ABOUT THE CONSUMPTION OF BETEL NUT POWDER. Analysis: From the above table it is observed that persons who consume betel nut powder are of 69% and the respondents who do not consume betel nut powder are of 31%. Interpretation: Among the no of respondents, majority of respondents consume betel nut powder. Inference: From the above chart we observe that, majority of the respondents consume betel nut powder. 5. Do you know about Crane betel nut powder? a) Yes b) No
The following table shows the consumer awareness on crane betel nut powder
PARTICULARS
NO OF RESPONDENTS
PERCENTAGE
Yes No Total
85 45 130
65 35 100
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FIG5: - CONSUMER AWARENESS ON CRANE BETEL NUT POWDER Analysis: From the above table it is observed that 65% of respondents know about crane betel nut powder and the remaining 35% of respondents are not aware of crane betel nut powder. Interpretation: Among the no. of respondents, majority of respondents are aware of crane betel nut powder. Inference: From the above charts we observe that, majority of respondents are aware of crane betel nut powder. 6. How many times do you consume betel nut powder in a day? a) Once b) Twice c) Thrice d) More than 3 times in a day
The following table shows the frequency of usage of betel nut powder by consumers
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S.no
Usage
No OF RESPONDENTS
PERCENTAGE
1 2 3 4
Once a day Twice a day Thrice a day More than three times a day Total
35 40 25 30 130
40 35 30 25 20 15 10 5 0 ONCE A DAY TWICE A DAY THRICE A DAY MORE THAN THREE TIMES A DAY NO OF RESPONDENTS PERCENTAGE
FIG 6: THE FREQUENCY OF USAGE OF BETEL NUT POWDER BY CONSUMERS Analysis: From the above table it is observed that the consumer of crane betel nut powder, who consumes once in a day are 26.92%, 30.77% of respondents consumes twice a day, 19.23% of respondents consume thrice a day and 23.08% of respondents consume more than thrice a day respectively.
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Interpretation: Among the no. of respondents, majority of respondents consume betel nut powder twice a day Inference: From the above chart we observe that, majority of respondents consume betel nut powder twice a day. 7. Describe the taste of crane betel nut powder in a day? a) Very good b) Good c) Average d) Bad
The following table shows the opinion of consumers on the taste of crane betel nut powder.
SNO RESPONSE
NO OF RESPONDENTS
PERCENTAGE
1 2 3 4
45 40 30 15 130
35 31 23 11 100
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Analysis: From the above table it is observed that it consumes who response is very good are of 35% respondents whose response is good are of 31% people whose response is average are of 23% and people who feels that the taste of crane betel nut powder is bad are 11%. Interpretation: Among the no. of respondents majority of respondents say that the taste of crane betel nut powder is good. Inference: From the above chart we observe that, majority of respondents say that the taste of crane betel nut powder is good.
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8. Do you think crane is better than other nut powder brands? a) Yes b) No
The following table shows the opinion of consumers whether crane is betel than other brands.
PARTICULARS
NO RESPONDENTS
OF PERCENTAGE
Yes No Total
75 55 130
TABLE 8: THE OPINION OF CONSUMERS WHETHER CRANE IS BETEL THAN OTHER BRANDS.
FIG 8: THE OPINION OF CONSUMERS WHETHER CRANE IS BETEL THAN OTHER BRANDS.
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Analysis: From the above table we observe that 75% of the respondents believe that crane is better than other brands and 42.3% believes that it is not better than other brands. Interpretation: Among the no. of respondents, majority of respondents feel that crane is better than other products. Inference: From the above table we observe that, majority of respondents feel that crane betel nut powder is better than other products. 9. What is the reason to purchase this product? a) Costly Taste b) Easily available c) Cheap
The following table shows the consumers reason to purchase crane betel nut powder.
PARTICULARS
NO RESPONDENTS
OF PERCENTAGE
10 65 35 20 130
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FIG 9: THE CONSUMERS REASON TO PURCHASE CRANE BETEL NUT POWDER. Analysis: From the above table we found that majority of respondents whose main reason to purchase crane is due to taste which lies in 50%. Easily available lies in 26.9% cheap lie in 15.4% and costly lies in 7.7%. Interpretation: Among the no. of respondents, majority purchased the crane because of its good taste. Inference: From the above chart we observe that, majority of respondents purchased the crane because of its good taste.
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10. Which of the following variety of nut powder you mostly consume? a) Hot Nut Powder b) Sweet Supari The following table shows the variety of crane nut powder that consumer consumes most
PARTICULARS
NO RESPONDENTS
OF PERCENTAGE
58 72 130
TABLE 10: THE VARIETY OF CRANE NUT POWDER THAT CONSUMER CONSUMES MOST
FIG 10: THE VARIETY OF CRANE NUT POWDER THAT CONSUMER CONSUMES MOST Analysis:
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From the above table we can observe that consumers mostly prefer sweet supari which is of 55.4% and consumption of hot nut powder is only 44.6% Interpretation: Among the no. of respondents, majority of respondents consumes sweet supari mostly. Inference: From the above chart we observe that, majority of respondents consumes sweet supari mostly.
11. What is occasion you mostly prefer to eat CBNP? a) After lunch b) After dinner c) Marriages d) After Smoking
The following table shows the consumption of crane betel nut powder on a specific occasion
S.NO
PARTICULARS
NO
OF PERCENTAGE
RESPONDENTS
1 2 3 4 AFTER LUNCH AFTER DINNER MARRIAGES AFTER SMOKING TOTAL 45 30 15 40 130 35 23 12 30 100
TABLE 11: THE CONSUMPTION OF CRANE BETEL NUT POWDER ON A SPECIFIC OCCASION
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FIG 11: THE CONSUMPTION OF CRANE BETEL NUT POWDER ON A SPECIFIC OCCASION Analysis: From the above table it is observed that 35% of people consume CBNP after lunch 23% of respondents consume after dinner, 12% consumes in marriages and 30% of respondents consume after smoking. Interpretation: Among the no. of respondents, majority of respondents consume crane betel nut powder after lunch. Inference: The above chart we observe that, majority of respondents consume crane betel nut powder after lunch.
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12. By what media you came to aware of the product? a) Television b) Friends c) News Papers d) Others
The following table shows the sources of media by which consumer came to know about crane betel nut powder.
PARTICULARS
NO RESPONDENTS
OF PERCENTAGE
35 30 45 20 130
27 23 35 15 100
TABLE 12: THE SOURCES OF MEDIA BY WHICH CONSUMER CAME TO KNOW ABOUT CRANE BETEL NUT POWDER.
FIG 12: THE SOURCES OF MEDIA BY WHICH CONSUMER CAME TO KNOW ABOUT CRANE BETEL NUT POWDER.
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Analysis: From the above table we observe that the consumers who know CBNP through television are 27%, who knows CBNP through news papers are 23%, who knows CBNP through friends are 35% and who knows CBNP through others are 15%. Interpretation: Among the no. of respondents, majority of respondents consumes came to know about crane through friends. Inference: From the above chart we observe that, majority of respondents consumers came to know about crane through friends. 13. Do you want to change to other brands? a) Yes b) No
The following table shows the opinion of consumers about changing to other brands.
PARTICULARS
NO RESPONDENTS
OF PERCENTAGE
YES NO TOTAL
45 85 130
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FIG 13: THE OPINION OF CONSUMERS ABOUT CHANGING TO OTHER BRANDS. Analysis: From the above table we observe that 34.62% of the sample respondents feel that they want to change to other brands from crane and 65.38% of the respondents feel that they dont want to go other brands. Interpretation: From the above table majority of respondents dont want to go to the other brands and they still want to continue the same brand. Inference: The following chart shows that majority of respondents dont want to go to the other brands.
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14. Do you think crane betel nut powder is costly than other brands? a) Yes b) No
The following table shows the opinion of consumers that whether the crane betel nut powder is costly comparing to other brands.
PARTICULARS
NO RESPONDENTS
OF PERCENTAGE
YES NO TOTAL
60 70 130
TABLE 14: THE CRANE BETEL NUT POWDER IS COSTLY COMPARING TO OTHER BRANDS.
FIG 14: THE CRANE BETEL NUT POWDER IS COSTLY COMPARING TO OTHER BRANDS.
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Analysis: From the above table we observe that 46.15% of the respondents says that crane betel nut powder is not costlier and 53.85% of respondents says that crane is costlier than other brands. Interpretation: Among the no. of respondents, majority of respondents says that crane betel nut powder is not costly comparing to other nut power brands. Inference: From the above chart we observe that majority of the sample respondents feel that consumption not betel nut powder is bad for health.
15. Do you take crane mouth freshener after every meal? a) Yes b) No
The following table shows the consumption of crane mouth freshener by consumers after having their meals.
PARTICULARS
NO RESPONDENTS
OF PERCENTAGE
YES NO TOTAL
50 80 130
TABLE
15:
THE
CONSUMPTION
OF
CRANE
MOUTH
FRESHENER
BY
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FIG 15: THE CONSUMPTION OF CRANE MOUTH FRESHENER BY CONSUMERS AFTER HAVING THEIR MEALS. Analysis: From the above table we observe that 38.46% of respondents says that they consume crane mouth freshener after meals and 61.54% of the respondents says that they dont consume crane mouth freshener after meals. Interpretation: Among the no. of respondents, majority of the sample respondents says that they dont take crane mouth freshener after every meal.
Inference: From the above chart we observe that, majority of the sample respondents says that they dont take crane mouth freshener after every meal.
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16. Are the features of crane are up to your expectation that you find while consuming a nut powder. a) Yes b) No
The following table shows that whether the features of crane betel nut powder are up to the expectation that a consumer finds while consuming a nut powder.
PARTICULARS
NO RESPONDENTS
OF PERCENTAGE
YES NO TOTAL
72 58 130
TABLE 16: THE EXPECTATION THAT A CONSUMER FINDS WHILE CONSUMING A NUT POWDER.
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FIG 16: THE EXPECTATION THAT A CONSUMER FINDS WHILE CONSUMING A NUT POWDER.
Analysis: From the above table we observe that, 55.4% of sample respondents feel that features of crane are up expectation and 44.6% of sample respondents feel that features of crane are not up to the expectation. Interpretation: Among the no. of respondents, majority of respondents feel that features of crane nut powder are up to the expectation that a consumer finds while consuming nut powder. Inference: From the above chart we observe that, majority of respondents feel that features of crane betel nut powder are up to the expectation that a consumer finds while consuming a nut powder. 17. What are factors does crane should have to improve to fulfill you satisfaction? a) Taste b) Price c) Packaging d) Advertisement
The following table shows the specification of quality that impressed the consumers in crane betel nut powder.
PARTICULARS
NO RESPONDENTS
OF PERCENTAGE
40 20 50 20 130
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TABLE 17: THE SPECIFICATION OF QUALITY THAT IMPRESSED THE CONSUMERS IN CRANE BETEL NUT POWDER.
50 45 40 35 30 25 20 15 10 5 0 NO OF RESPONDNETS PERCENTAGE
FIG 17: THE SPECIFICATION OF QUALITY THAT IMPRESSED THE CONSUMERS IN CRANE BETEL NUT POWDER. Analysis: From the above table we observe that 30.77% of respondents feel that it should improve the taste, 15.39% of respondents feel that it should improve the packing, 38.46% of respondents feel that it should improve the advertisement, 15.38% of respondents feel that it should improve the price. Interpretation: Among the no. of respondents, majority of respondents feel that crane should improve the advertising of its products. Inference: From the above chart we observe that, majority of respondents feel that crane should improve the advertising of its products.
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The following table shows the consumers recommending crane betel nut powder to others.
PARTICULARS
NO RESPONDNETS
OF PERCENTAGE
YES NO TOTAL
95 35 130
TABLE 18: THE CONSUMERS RECOMMENDING CRANE BETEL NUT POWDER TO OTHERS.
FIG 18: THE CONSUMERS RECOMMENDING CRANE BETEL NUT POWDER TO OTHERS.
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Analysis: From the above table we observe that 73.08% of respondents want to recommend crane to others and 26.92% of the respondents dont want to recommend crane to others. Interpretation: Among the no. of respondents, majority of respondents want to recommend crane betel nut powder to others. Inference: From the above table we observe that majority of respondents want to recommend crane betel nut powder to others.
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7. FINDINGS
The following findings emerged from the survey: 1. According to the survey it was found that preference for nut powder greatly exists in the occupation of business. 2. According to the survey it was found that people with income levels ranging from 3000 to 6000 are consuming more than the other income levels. 3. From the survey it was found that above 50% of the people belongs to higher education qualification consuming CRANE nut powder. 4. According to the survey it was found that the consumers are consuming betel nut powder twice a day. 5. According to the survey it was found that most of the consumers prefer to eat betel nut powder after lunch. 6. From the survey it was found that most of the consumers came to know about CRANE betel nut powder through their friends. 7. From the survey it was found that most of the consumers prefer to Sweet Supari than Hot Nut Powder. 8. From the survey it was found that company has increased its market share comparing to previous years. 9. From the survey it was found that most of the consumers like prefer CRANE rather than other products. 10. From the survey it was found that most of the consumers feel that CRANE is a easily available and low cost product comparing to other brands.
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8. SUGGESTIONS
The company needs to understand the changing tastes and preferences of consumers by conducting frequent market surveys and launch new products accordingly. There is a need to improving the packing of sachets by using attractive colors and good quality packing material. Agents play a big role in promoting the products of the company the organization should maintain good relation with the agents by offering them more incentives, gifts and cash discounts.
The company should improve its marketing efforts by improving the distribution channel and it should focus on improving its advertisement strategies to attract consumers in different media like print and electronic media.
Organization should concentrate more on rural areas, which offer huge potential to increase its market share by making the small shops and kirana shops distribute its products.
Organization should look after its competitors and new entrants and their strategies and to study the reasons for the gaining popularity among consumers. Organization should improve its features such as fragrance and taste to gain consumer preference.
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9. CONCLUSION
It has become a challenge for every company to satisfy the changing attitudes of the consumers. As such marketers of different products and services should undertake to find out changes in the attitude of the people. It is in this context the present study assumes significance as CRANE BETEL NUT POWDER has been continuously doing best to satisfy the changing attitudes of the people through its marketing efforts. Hence studies of this type will go a long way in changing the consumer behavior through changes in attitudes.
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10.
QUESTIONNAIRE
2. How much is your monthly income? b) Below 3000 b) 3000-6000 c) 6000-8000 d) 8000 & above
6. How many times do you consume betel nut powder in a day? b) Once b) Twice c) Thrice d) More than 3 times in a day
7. Describe the taste of crane betel nut powder in a day? a) Very good b) Good c) Average d) Bad
8. Do you think crane is better than other nut powder brands? b) Yes b) No
9. What is the reason to purchase this product? b) Costly Taste b) Easily available c) Cheap
10. Which of the following variety of nut powder you mostly consume? b) Hot Nut Powder b) Sweet Supari 11. What is occasion you mostly prefer to eat CRANE BETEL NUT POWDER (CBNP)? b) After lunch b) After dinner c) Marriages d) After Smoking
12. By what media you came to aware of the product? b) Television b) Friends c) News Papers d) Others
14. Do you think crane betel nut powder is costly than other brands? b) Yes b) No
b) Yes
b) No
16. Are the features of crane are up to your expectation that you find while consuming a nut powder. b) Yes b) No
17. What are factors does crane should have to improve to fulfill your satisfaction? b) Taste b) Price c) Packaging d) Advertisement
18. Do you want to recommend CRANE BETEL NUT POWDER (CBNP) to others? b) Yes b) No
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