1.1 About Namkeen

Today Namkeens find place in everyone's snack-menu and its

popularity has already gained momentum. It has become popular not only in the country

but also oversee. Traditionally, manufacturing of Namkeens was the domain of

unorganized sector, thus hygiene and quality always left doubt in the minds of its users.

In fact a segment of society stayed away from these products as hygiene of these

products was not assured

When a large section of society started placing high importance to

hygiene of such products, its manufacturing started switching over to organized sector,

which placed range of Namkeens In different brands. This phenomenon has changed

the whole scenario of the industry. There has been shift in demand from unorganized

sector to branded product from the organized sector. Demand for branded products has

thus boomed as certain standards are maintained in their manufacturing which had

been Instrumental In building up confidence amongst its users. This has also helped in

creating demand from those who stayed away from these products for hygiene reasons

1

1.INTRODUCTIO

1.2 Market scenario of snack food Industry

Unorganized market organized market

60000 tones 30000 tones

Unorganized market consist of lose snack food item which are selling under the local

brand. From these graph we see that from total snack food market. Unorganized market

consists of 260000 tones in terms of volume. It means lover 93 % of total market and

organized market consist of 300000 tones in terms it covers just 7% of total market.

1.3 Description about Consumption of snack food and growth in

Industry

In market of snack food consist of conventional food, biscuits and

confectionary, ready to eat and snack food. The snack food industry had been growing

at the rate of 15% to 20% annually. It is the one of the fastest growing industry in India.

Right now packaged snack about Rs.2000 Crores annually. People eat snack food.

2

2.1 History of NATRAJ snacks & sweets pvt. Ltd.

The Hariom namkeen gruh udhyog started by Mr. Gangaram with RS.

5000 in Thakkarbapanagar since 1985.

This Gruh udhyog are started at 10×10 sg. Ft room and after then they

purchased 5 to 6 plots for factory with helps of Government subsidiary.At that the

company produce only 3 to 4 product, like mix chavana, sing bhujiya, bikaneri, mixing

dal.

Then after the factory shifted to Naroda. The factory name NATARAJ FOOD

GRUH UDYOG, the flagship company, popularity known by the brand name, “HARIOM

NAMKEEN” has been set up by professionals and technocrats having expertise on

NAMKEEN MARKET in Gujarat. Especially namkeen, farali and chikki for more than 18

(or A.B.C.) years. NATARAJ FOOD has been dealing in namkeen & farali. New

Lanched ready chikki, in local & Export market since three decades now.

NATARAJ FOOD has its own plant which is located at AHMEDABAD

Gujarat. And it is located in east Ahmadabad city, in a spraining area of 50000 sq.

meters with state of the art production and manufacturing facilities.

3

2 Introduction to NATRAJ Snacks & sweets

2.2 Unit At Glance

Name of the company : Natraj snacks & sweet pvt ltd.

Corporate office & regd.office : 7 hitendra nagar sahakari vasahat ltd.

Phone no. : +91-079-22802250/51

Fax : +91-079-22802250

E-mail : info@hariomnamkin.com

Web site : www.hariomnamkin.com

2.3 Board of Directors

Chairman : Gangaram kevalramani

M.D. : Bunty

Company management : Vijay Labana

Accountant : Prakash Nenwani

Marketers : Harish Advani

Production manager : Ravabhai Sahijiwani

4

2.4 Vision of the unit

Driven by ambition and Vision of its founders Mr. Gangaram Kewalramani,

NATARAJ FOOD steadily started manufacturing NAMKEEN FARALI and then gradually

shift on other CHIKKI product as above. Thus, NATARAJ FOOD has establish it self as

one of the leading manufacturer of NAMKEEN in the India.

The unrelenting pace of growth led to further diversification from namkeen &

picnic to ready small parties & picnic many more.

Hariom namkeen want to be market leader in the packed namkeen products.

The company wants to establish its name as a quality product supplier,

irrespectively of cost it has incurs.

It wants to expand its marketing networks nations wide in phased manner.

Company has targeted Maharashtra as the new area for the development .it

would like to enter other states sequentially year by year.

2.5 Mission of the unit

The company’s mission is to give the maximum satisfaction to the customers.

to get maximum profit,

to provide the best quality product.

To minimum wastage of industries.

5

2.6 Quality policy

It the aim of ever individual to contribute towards space achieving the

objective sees by the management each year

Manufacturing a cost effective products

Continually improving upon the quality system

Studying the market trends & costumer needs.

The quality policy are communicated & understood lap the entire

employee for achieving set good through required performance level.

6

2.7 Plant layout

The factory is now situated in GIDC Naroda. And it covers the area of 5000 squrae feet area. It cost around about 7 crores. In the area of which the factory is now situated there are only 20 factories situated more.

The rate of the land in which factory is situated is Rs.12000to Rs. 15000 rate per square grad in pvt.

EFFLUENT DISPOSAL

7

PRODUCTIONDEPARTMENT

OFFICE

PLOT FOR DELIVERYVAN

VACANT CAFE

Q

U

A

R

T

E

R

S

VACANTPLOT

ENTRANCE SECURITYOFFICE

2.8 Product list

Bikaneri sev 10g.m

Ratlami sev 12g.m

Mung dal 30g.m

Chana dal 70g.m

Sing bhujia 175g.m

Mix chavana 350g.m

Bhavnagari gathia 400g.m

Tum tum 1k.g

Potato wafer 800g.m

Kela wafer highway packaging

8

A literature review is a summary of previous research on a topic.

Literature reviews can be either a part of a larger report of a research project, a thesis

or a bibliography essay that is published separately in a scholarly journal. We do

literature review to understand our research problem better. We also try to find any

knowledge gap, degree of agreement on the topic, past debate on the topic, etc.

This literature review will be comprehensive covering all possible

research on the topic. This, however, does not mean that as researcher one should

identify all research on the subject. The purpose of literature review is to convey that

knowledge and idea have been established on a topic and what are their strengths and

weakness

To Develop general explanation for observe variation in a behavior or phenomenon.

To identify potential relationship between concept and to identify researchable

hypothesis.

To learn how others have defined and major key concept .

To identify the data sources that other researchers have used.

To develop alternative research project is related to work of other.

9

3. LITERATURE REVIEW

4.1 Marketing research process

“Marketing research as the systematic design, collection, analysis and

operating of data and finding relevant to a specific marketing situation facing the

company.”

Most large companies have their own marketing research departments, which

often play crucial roles within the organization yet, marketing research is not limited to

large companies with big budget and management research department.

10

Define the problem and the research objective

Develop the research plan

Collect the information

Analysis the information

Make the decision

Present the finding

4. Research Methodology

4.2 RESEARCH OBJECTIVES

Research objective can be defined as the purpose or motive behind the

research through which the researcher tries to conclude some of the major and minor

findings.

The objective behind conducting consumer preference survay are as follows.

To know from the market that what is the sales ratio of hariom namkeen

What is the response from customer regarding to hariom namkeen and other

To know the quality of hariom namkeen product in market

To know the consumer awareness about hariom namkeen

To know the problem relating to product,price,competition and distribution.

To know the actual position of marketing and the present trend of management.

To know the consumer satisfaction level of hariom namkeen.

To know the consumer view point regarding price of hariom nmkeen.

To know the easily availability of product.

There are two type of objective in research.

Primary objectives

secondary objective.

11

4.2.1 Primary objective

To understand the test and preferences of the consumer towords various hariom

namkeen product.

Hariom Namkeen’s primary objective is to cover overall market share & to make strong

brand image so that they need consumer behavior towards namkeen products.

Research objective is to know the consumer behavior of the customer.

4.2.2 Secondary objective

To evaluate the growth and industry structure of hariom namkeen product .

To analysis the product based on strategy used in hariom namkeen product.

1. To analyze price based on strategy used in hariom namkeen product.

2. To analyze place based on strategy used in hariom namkeen product.

3. To analyze promotion based on strategy used in hariom namkeen product.

4. To study the industry structure of hariom namkeen product.

In short to know that weather the customers are satisfied with the products price

availability advertisement quality taste etc.

12

4.3 RESEARCH DESIGN

Research design is also known as framework or blue print of the research.

There are three types of research design.

Exploratory research design

Descriptive research design

causal research design

1) Exploratory research design

Exploratory research design means to find something new that help us to collect

preliminary information and research hypothesis consumption.

We have used research from the literature like newspaper, magazines, bullions for the

relevant data of hariom namkeen product. In the initial phase of research our design

was descriptive.

We conducted exploratory research design to know the consumer behavior towards

namkeen.

13

2) Descriptive research design

Descriptive research design means to describe any situation or information in detail. To

describe something in related area at that time descriptive research is used. Means to

give detail explanation of the research then the descriptive research is used.

Our primary objective is to analyse hariom namkeen product. For that descriptive

research is must in the later phase of our research design was causal.

3) causal research design

Causal research design means to study the cause and effect relationship of

the situation.

Here in the market research i have use exploratory research design and descriptive

research design. But in this survey I do not conduct causal research design.

We started with exploratory research for the following reason and ended with

descriptive research by explaining each topic in detail.

To find out contribution of hariom namkeen product segment in FMCG

industry.

To find out the major key player of hariom namkeen product.

14

4.4 RESEARCH INSTRUMENTS

4.4.1 DATA SOURCES

The source from which we get the information or data for research is known as

data source.

The researcher can gather primary data secondary data or both.

1) Primary data

The data that are freshly gathered for specific purpose or for a specific

research project. The researcher collects the data on his own without any use of

secondary sources.

2) Secondary data

The data which already exists somewhere and it was gathered for some

other purpose in the past. Here we get the information through internet by using

different website.

I started my investigation by examining secondary data to see

whether the problem can be partly or wholly solved without collecting

costly primary data.

When the required data do not exist or out dated, inaccurate,

uncompleted or unreliable then we collected the primary data through various

research approaches. Like personal interview with customers retailers &

distributers.

15

4.5 RESEARCH APPROACH

After deciding the data source we will get the information from our

respondent i.e. consumer. primary data can be collected 5 way:

1) Observational research

Fresh data can be collected by observing the consumers when they shop

or consumer the products. Important points can be noted down while analyzing the

behavior of consumers.

2) survey approach

It refers to face to face or direct communication with the respondents. In

this predefined questions are asked to respondents. It is suited for descriptive research.

We are using the face to face survey method with distributer customers & retailers.

3) Focus group approach

In these approach first of all i focus that people who are buying our product

than after I was asking the opinion about our product by the moderate and the moderate

note down the important point.

16

4) Experimental research approach

In these approach where to mutually executive group shares common

character group are selected under the same controllable factor different treatment is

given to them to identify their responses. Controllable factor is control by the company.

Hence we can not conduct experimental research design because it is

very costly as well as time consuming so that I only conducted survey approach

17

4.6 CONTACT METHODS

In this we decide the methods through which we can contact the respondents to

get the information. It is the way or a rout by which we can reach to the target

people.

There are four contact method which are as follows :

1) Personal interview

It is a face to face communication with respondents. By this type of interview we

can get the reliable information and researcher is able to complete all the

questions.

Explanation is givan for the questions which is not understood by the

respondents.

We are using the personal interview in our research.

2) Telephonic interview

In these type of interview I do not meet the resonance, I had take interview on

telephone it called as telephonic interview. It is less costly than personal

interview. In our research we are not using these type of interview method.

3) Mail interview

In these type of interview we are sending the questionnaire from our

responded. Either through post or curios. Respond send their back to fill

information. On these research large amount of people cover. In our research we

are not using these type of interview method.

But mostly we could not feedback response that is the main limitation of mail

interview

18

4) Online interview

In these type of interview we are getting information through chatting. It is less

costly. in our research we are not using these type of interview method.

4.6 SAMPLING PLAN

Researcher uses sampling plan to reduce time and cost of research. Few

units from population are selected as a sample

Sampling plan has following three decisions to be made.

4.6.1 Sampling unit

It refers to that who should we survey?

Researchers select the target audience and do the research. For our

research our sampling units are consumers who use the namkeen product.

4.6.2 Sampling size:

It refers to how many people to be survey?

Sample size should be optimum to do survey to get more reliable results.

For our research sampling size was 50 consumers of namkeen products.

`

19

4.6.3 Samping Procedure:

It refers to how should we choose the respondents?

Sampling procedures are of 2 kinds;

1) probability Sampling

2) Non-probability Sampling

1) Probability sampling procedure:

It is used where all the units of population is given known and equal chance to be

selected as samples.

Hence I Do Not Conduct Probability Sampling Procedure.

2) Non-probability sampling procedure:

It is used where all the units of population do not get known and equal to be

selected as samples.

In our research we used non-probability sampling procedure by

convenience sampling

20

4.7 RESEARCH INSTRUMENTS:

Marketing researcher have a choice of two main research instruments in the collecting

primary data. by which researcher can obtain whatever information they needed for their

marketing survey.

Basically there are 2 main types of research instrument.

1) Questionnaire,

2) Mechanical devices.

In our research we have used questionnaire as a research instrument. I do

not conduct mechanical devices for survey.

There are two types of questionnaire

Structured questionnaire:

In this type of questionnaire all the questions are in pre decided format and it is asked in

logical sequence. I conduct structured questionnaire.

Unstructured questionnaire:

In this type of questionnaire questions are ready but not asked in logical

sequence researcher can ask any question at any time according to his wish as the

format is not pre decided

21

There are two type of question

1. Open ended question

It means where respondent is allow to answer in his own way by using own

words and sentences. here freedom is provided to respondents to answer

2. Close ended question

It means where respondent are provided the option and is supposed to answer

from those alternatives only. here freedom is not provided to respondents to

answer.

For my report I had used structure questionnaire & includes only close ended

questions. In close ended type of question we have used dichotomous questions,

multiple choice question and rating scale type of question.

All question I added in to the questionnaire are only close ended question so that

respondents would not bore and satisfy to support us to fulfill the questionnaire.

I use close ended questions in survey like…..

Dichotomous

Multiple choice

Likert scale

Semantic differential scale

Importance scale

Rating scale

22

Analysis of our research is divided into 3 parts

1) SCREENING

Screening involves collection of all necessary information through

questionnaire and then identifies the eligible questionnaire that are useful for research.

In this process we have discriminated the correct questionnaire and conducted our

analysis. On the basis of these error free questionnaires. We have conducted the

further analysis.

2) CODING

In the second stage of our analysis I have market 1 to 15 number on the

questionnaire that means our sample size was 40 respondent. each and every question

of questionnaire and the options given in each question was also assigned a code.

3) DECODING

In this steps of analysis the same method of which we have applied at the

time of coding in the actual questionnaire. In the computer first of all we have entered

50 respondents as R1, R2, R3…….R50 and the questions 1 to 15. These 15 questions

include rating type of questions also. In the rating type of questions the options were

also considered as a separate question at the time of decoding.

23

5. ANALYSIS OF DATA

5.1Do you know the company Natraj snack and sweets pvt. Ltd. Producing different snacks brand name “HARIOM”?

Awareness Total Percentage

YES 39 78%

NO 11 22%

yes no

0%

10%

20%

30%

40%

50%

60%

70%

80%

78%

22%

Awarness about brand

Interpretation :

Here 78% of the respondents are aware that Hariom brand is from Natraj snacks &

sweet ltd

24

5.2Have you purchase Hariom namkeen?

Purchase Perception Total Percentage

Yes 44 88%

No 6 12%

yes no0%

10%

20%

30%

40%

50%

60%

70%

80%

90% 88%

12%

Purchase Perception

Interpretation :

Out of 50 respondent 44 respondent purchase Hariom namkeen which Consisted of

88% and remaining 12% respondent not interested to purchase Hariom namkeen.

May be respondent would not find that much brand awareness Compare to other Brand.

25

4.3 Which of the products respondent purchased?

Product Perception Total Percentage

Aloo sev 24 24.24%

Sing bhajiya 26 26.26%

Ratlami sev 14 14.40%

Farali chevdo 7 7.07%

Chips(wefers) 23 23.23%

others 5 5.05%

24.24%

26.26%

14.40%

7.07%

23.23%

5.05%

Product Perception

Alu sevSingbhajiyaRatlami sevFarali chevdoWaferOthers

Interpretation :

As per above graphical presentation the Singbhajiya is more known as compare to the

other products so, it’s may be possible to availability of other brands.alu sev 24.24% so

in this segment Balaji and Samrat is leading seller in this segment.

26

5.4 Reason for purchase Hariom namkeen are ……

Reason Total Percentage

Quantity 6 10.71%

Quality 13 23.21%

Price 9 16.07%

Taste 16 28.57%

Availability 10 17.86%

Other 2 3.57%

quantity Quality Price Teste availability others0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

10.71%

23.21%

16.07%

28.57%

17.86%

3.57%

Reason for purchase

Interpretation :

Here out of 50 respondents main reason for purchase the namkeen is Taste. 28.57 %

respondent are chose as per taste so we interprets that they are loyal customers in

taste preference some trial customers are also includes 23.21 % respondents are

choose the Hariom namkeen as per quality.

27

5.5 Awareness about other brand’s of namkeen.

Other Brand Total Percentage

Samrat 21 26.92%

Balaji 34 43.59%

Real 17 21.79%

other 6 7.69%

Samrat Balaji Real Other0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

45.00%

26.92%

43.59%

21.79%

7.70%

Awareness Of Other Brand

Interpretation :

As per the graphical presentation 43.59 know the Balaji brand because of may be a

strong brand image of Balaji good distribution channel as well the Samrat also strong

identity in the market.

So the Hariom Company must improve brand image as compare to other competitors to

cover the market and some advertising improvement so consumer awareness can be

build.

28

5.6Have you purchase other brand namkeen?

Perception Total Percentage

Yes 41 82%

No 9 18%

yes no0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

82%

18%

Purchase perception of other brands

Interpretation :

As per the graphical diagram 41 respondent are purchasing other brand namkeen and 9 respondent are not purchasing other brand namkeen

So that Hariom should convert 82% people to purchase only Hariom brand.

29

5.7Opinion regarding other brands compare to Hariom namkeen.

Better then Yes % No %Samrat 23 36.56% 16 25.39%Balaji 20 31.75% 20 31.75%Real 13 20.63% 25 39.68%Other 7 11.11% 2 3.18%

Samrat Balaji Real Other0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

Column1 NoYes

Comparison with Other Brand Comparison with Other Brand

Interpretation :

I comparing to the Samrat namkeen with the Hariom out of 50 respondent

23 respondents says that is better than Samrat & 16 says that not better than Samrat

So I conclude that Hariom create the different test comparing to Samrat.

As per the collected information Balaji is quite equivalent compare to Hariom taste.

30

5.8Respondent perception about Hariom namkeen in terms of “TASTE”

perception Total PercentageVery good 3 7.69%Good 10 25.64%Natural 15 38.46%Bad 7 17.95%Very bad 4 10.26%

very goodgood

naturalbad

very bad

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

7.69%

25.64%

38.46%

17.95%

10.26%

preference regarding taste

Interpretation :

This graph include 5 scale where 1st rank is for very good and 5th is for very bed.

Out of 50 respondent 3 respondents says very good product 10 respondent says good product 15 respondent says natural product 7 respondent says bad and 4 respondent says very bad product.

As per the above graph we can say that taste of namkeen is natural because of highest percentage of natural taste with 38.46%

31

5.9 Are you satisfied with Hariom namkeen?

Satisfaction Total PercentageYes 33 66%no 17 34%

yes no0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%66.00%

34.00%

Satisfaction with Hariom

Series 1

Interpretation :

As per the graphical diagram 33 respondent are satisfied with Hariom namkeen and 17 respondent are not are satisfied with Hariom namkeen Namkeen.

That means only 66% respondents are satisfy and 34% are dissatisfied after consuming the product of Hariom Namkeen.

32

5.9 Overall satisfaction level of namkeen.

Rank Total Percentage1 dissatisfied 5 12.5%2 14 35%3 natural 11 22.5%4 9 20%5 satisfied 7 10%

12

34

5

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

13%

35%

23%

20%

10%

Satisfaction level

Interpretation :

1st Rank conclude dissatisfaction level

3rd Rank conclude natural level

5th Rank conclude fully satisfied level.

So as per the graph we can say that respondents are not fully satisfied so that most of the respondent choose 2nd rank that is between dissatisfied as well natural.

33

5.10 Perception of Respondent About Satisfaction With Price Of Hariom.

Satisfaction with price Respondent PercentageYes 42 74.5%No 13 25.5%

74.50%

25.50%

Satisfaction with price

YESNO

Interpretation :

As per table 74.5% are satisfied with price because of equal level of the price comparing to the other brand of namkeen

There is no difference between the price of real, samrat, and balaji.

They are providing namkeen with same rate and price

25.5% of respondent are not satisfied with the price because of they want some change in price due to orthodox system of price.

Some also want to reduce the price

34

5.11 Perception of Respondent regarding the change in Hariom namkeen

Changing perception Respondent Percentage

Yes 34 72.5%

No 16 27.5%

72.50%

27.50%

Changing perception

YESNO

Interpretation :

as per the collected information from the respondent as well as graph 72.5% respondent are agree to change in namkeen

Whereas 16 respondents around 27.5% are not want any type of change in to Hariom Namkeen .

In short graph says that Hariom should change in Namkeen so that consumer will prefer the namkeen most.

5.13 Alternative choice in to the namkeen of Hariom.

35

Alternative Total PercentageQuantity 8 12.30%Quality 23 35.38%Price 7 10.77%Taste 14 21.54%Packaging 11 16.92%Other 2 3.08%

12.30%

35.38%

10.77%21.54

%

16.92% 3.08%

Alternative choice for change

quantityqualitypricetastepackagingother

Interpretation :

In this chart 35.38% respondent want change in quality ,

21.54% respondent want change in taste, 16.92% respondent want change in

packaging,

12.30% respondent want change in quantity, 10.77% respondent want change in price.

So that we can say that Hariom should improve quality to satisfy the customer more as

well to make strong brand loyalty .

36

5.14 Do you want any additional flavor in namkeen?

Change Total PercentageYes 38 76%No 12 24%

yes no0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%76.00%

24.00%

Responce for flavoural change

Interpretation :

Out of 50 respondents 38 respondent are agree the change flavor of Hariom namkeen and 12 respondents don’t want any change in the namkeen of Hariom.

So that as per the respondent responses Hariom have to do some changes as well innovative test introduction to improve more brand identity.

37

5.15 Which of additional flavor respondent would like to add?

Flavor Total Percentage

Tomato 20 28.575

Butter 11 15.71%

Lassen 11 15.71%

Onion 11 15.71%

Lemon 12 17.14%

Other 5 7.14%

tomato butter lassen onion lemon other0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

28.57%

15.71% 15.71% 15.71%17.14%

7.14%

Responce for Additional flavour

Interpretation :

Out of 50 respondents 20 respondent want tomato flavor and lemon flavor in the Hariom namkeen.

Tomato flavor which consist of 28.57% respondents that means this flavor is mostly demanded by the new generation people.

As the same time lemon flavor is demanding by 17.14% people

38

The study is restricted to some area of Ahmedabad city.

Lack of time constraints a large number of respondents could not be covered for the

study.

Some customer is also not giving response.

39

6.Limitation Of the

As per the respondents answer the question then the some findings are

come middle in my questionnaire contain different types of the questions for example

leading question, qualifying question, warm up question etc.

First 2 questions are the leading question and qualifying question asked in

the questionnaire those are

I Asked To The Respondents That Are You Aware About Natraj Snacks &

Sweet Pvt Ltd Who Produced Different Namkeen With Brand Name Hariom Where 78%

Respondents Answer Was Positive.

Out of all respondents 88% respondents were purchased Hariom namkeen

products whereas rest 12 % respondents not consume Hariom Namkeen.

Singbhajiya is Highest demanded by the respondents approximately

26.26% as the same time Alu sev of Hariom is demanded by 24.24% respondents. And

wafers are demanded mostly in fast season around 24.12%.

28.57% Respondents consume Hariom namkeen because of taste and

23.57% respondents purchase Hariom namkeen because of the quality of products

I asked to respondent about awareness of other brands 43.59 %

respondents are prefer Balaji the most and than second rank of other brands was

Samrat with 29.97% More then 82% people purchase other brand namkeen

39.68% respondents says that Hariom namkeen is more satisfy than real.

And 3.18% respondents says that Hariom namkeen is better than real. 31.75% says

that its better than Balaji.

40

7. FINDING

22.5% respondents says that satisfaction level of Hariom namkeen is natural.

And 12.5% are dissatisfy with hariom namkeen

I asked Perception of Respondent About Satisfaction With Price Of Hariom

than 74.5% says yes and rest 25.5% says no. 72.5% respondent want change in hariom

namkeen.

35.38% people wants change in quality 21.54% wants change in test.

When I asked Do you want any additional flavor in namkeen? Than 76% respondents says yes and rest 24 % says no they don’t want any change in flavor of hariom

I give alternative choice for flavor than 28.57% people want tomato flavor. And

17.14% respondents wants lemon flavor ads a additional flavor.

In short some of the respondents answer is positive towards hariom brand but

they says that they will prefer more if hariom do some changes.

41

Make the attractive packing.

If it’s possible then improve the quantity level compared to local brands.

Please reduce the price or compared to quantity.

Make Effective advertisement campaign to attract the customers.

Give promotional schemes to the retailers to motivate them.

Increase the profit margin for the retailers.

Supply of Hariom products as per demand in rural area.

Try to satisfied market demand and put more distributor

Motivate and trend sales force and distributor

Improve the Distribution Channel in rural area then other local brands

Improve brand awareness through advertisement

42

8. RECOMMENDATIONS

All the end of my report I conclude that I had done my report in Hariom namkeen with the topic of the consumer behavior survey in the subject of marketing.

Hariom namkeen is the Gruhadhyog and expand very fast & Gradually. Their profit is also very high and the broad their business very quickly. It is the good induction for the company.

Their products are very good in taste and are hygienic. They pay special attention to quality of the product. They also maintain cleanliness throughout their unit so to make product hygienic.

The company shows their consumers in the best manners by providing quality & innovative product at right time.

The future of this unit is very bright and we also wish them “Best Of Luck” for their bright future in this field.

So that the company follow the above suggestion and give more advertisement it will good for company

43

9. CONCLUSION

The packaging of Hariom namkeen is not proper.

The quantity of some products is not satisfactory so it’s loss for retailers for their

sales.

The Price is high compared to local brands.

The advertisement is not effective compared rival brands.

There is no promotional schemes available to motivate the retailers.

The level of profit margin is not satisfactory.

The supply of Hariom products is not proper compared to the demand.

Not that much taste compare to other brand

Some were Hariom brand is not available because of poor distribution channel

The Distribution Channel is not better in rural area then other local brands

44

10. SUGGESTION

BIBLIOGRAPHY

Books :

Marketing management by “Philip kotler & koshy”

Search engine :’

www.google.com

Web site :

www.hariomnamkin.com

45

Annexure (Questionnaire)

Dear Respondent

I am student of Global Institute of Management at Gandhinagar. As a part of

MBA study i am under go on consumer perception about Hariom Namkin of Ahmadabad. So I

hope that you will spend your time for us to fill up the questionnaire.

Name : ………………………………………………………………………………………………………………

Address : …………………………………………………………………………………………………………..

…………………………………………………………………………………………………………………………..

…………………………………………………………………………………………………………………………..

Occupation : ……………………………………………………………………………………………………..

Gender : Male Female

Contact no : ………………………………………………………………

(1) Do you know the company Natraj snacks & sweets pvt. Ltd. Producing different snacks

brand name HARIOM ?

Yes No

46

(2) Have you purchase Hariom Namkin ?

Yes No

(3) If yes than which of the following u had purchased?

Hariom Alu sev Hariom farali chevdo

Hariom singbhajiya Hariom chips(vefers)

Hariom ratalami sev Others :

(4) You purchase Hariom Namkin Because of……

Quantity Test

Quality Availability

Price Others : ……………………………………

(5) Do you know other Brand’s Namkin ?

Samrat Real

Balaji Others : …………………………………

(6) Have you purchase other brand’s Namkin ?

Yes No

(7) What your opinion toward the Hariom Namkin ?

Its better then Samrat yes No

Its better than Balaji yes No

Its better than Real yes No

Its better than …………… yes No

47

(8) Give your perception about Hariom Namkin in term of “TEST”

1st very good

2nd good

3rd natural

4th bed

5th very bed

(9) Are you satisfied with Hariom Namkin ?

Yes No

(10) According to you what is satisfaction level of namkin ?

1 2 3 4 5

Dissatisfied Natural Satisfied

(11) Are you satisfied with the price of Hariom Namkin ?

Yes No

(12) Do you want any change in the hariom namkin ?

Yes No

(13) If yes choose one or multiple?

Quantity Test

Quality Packaging

Price Others : ……………………………………

48

(14) Do you want any Additional flavor in Namkin?

Yes No

(15) If yes than which of the additional flavor you would like ?

Tomato Onion

Butter Lemmon

Lassen Others : ……………………………………..

Suggestions

…………………………………………………………………………………………………….

………………………………………………………………………………………………………

…………………

………………………………………………………………………………………….

………………………..…..

………………………………………………………………………………………………………

……………..…

49

50