A STUDY OF CONSUMER BEHAVIOUR

ON AASHIRVAAD ATTA

Gnanambikai.V
17bco915
CHAPTER:1

INTRODUCTION OF AASHIRVAAD ATTA

AASHIRVAAD believes in giving you nothing but
the best. This is why the ingredients are carefully
hand-picked and processed with the same love
and care with which you prepare your
food. AASHIRVAAD covers the range of atta, ghee,
salt, spices and instant mixes. AASHIRVAAD goes
straight to the source to hand pick the finest
grains and spices to produce the best ingredients
that you can use in your kitchen.
JOURNEY OF AASHIRVAAD
ATTA

Nurture through Nature

Straight from the source
Hygiene from start to finish
Ground breaking packaging
Locking in the Nutrition
 PRODUCTS IN AASHIRVAAD ATTA

Salt
Spices
Instant mixes
Multi purpose cooking paste
OBJECTIVES

To assess the awareness level of aashirvaad atta

among the consumers
To study the consumers buying behavior towards
aashirvaad atta
To analysis the statisfaction level of consumers
To study the availability of aashirvaad atta products
to consumers
STATEMENT OF THE PROBLEM

AASHIRVAAD ATTA is an essential

commodity in life of every Indian consumer. They prefer
healthy and energy of consumption. The main challenge
for marketers is to create the consumer loyalty by
quality, freshness, aroma and taste. Marketers are
necessary to know the consumers responds towards
their own brand and products of it's availability,
acceptability and affordability. So this gives rise to a
question what is level of awareness of product and
purchasing behavior among consumers.
CHAPTER : 2

REVIEW OF LITERATURE
Janat Shah, Debabrata Ghosh ( 2011) : While
the plethora of opportunities offered by India
was received with a lot of enthusiasm by
corporations across the world, the initial
unchecked foray into this country has now
turned into cautious planning and execution by
the top management of several companies over
the last few years (Khanna and Palepu, 2006).
Kaberi Bhattacharyya ( 2012): The gigantic size of the
Indian market has lured many consumer goods
companies into the country, especially after economic
liberalisation. Among them some have been immensely
successful, while others have suffered tremendous
losses. A close-look at the strategies adopted by the
successful companies reveals their earnest efforts to
adapt to the local socio-cultural values and practices.
The following article is a humble attempt at highlighting
the socio-cultural adaptation in the marketing
strategies of foreign FMCG corporations drawing
instances from post-liberalisation era.