mtr

M.T.R FOODS LTD, BANGALORE

K.L.E. SOCIETYS COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ COLLEGE BELGAUM-590001

A PROJECT REPORT ON CONSUMER BEHAVIOUR OF MTR RTD BADAM DRINK SUBMITTED BY: RAVITEJA.S Bachelor of Business Administration KARNARTAKA UNIVERSITY DHARWADK.L.E SOCEITYS COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ COLLEGE, BELGAUM. - 1 -


ACKNOWLEDGEMENT

To make something into existence is truly a work of god. I thank the almighty for making this venture a success. I sincerely express my gratitude to Principal Prof P.R.Kadakol for his valuable guidance, which helped me in completing this work successfully. I am less in words to express my deep felt gratitude to Mr. A. Murthy Divisional Sales Manager MTR Foods Ltd Bangalore who as assigned me a meaning full topic and given me a valuable guidance and Mr. Sudhakar Sales Executive for helping the field work at all the stages. I also thank Mr. Prabhakaran H.R. Manager MTR Food Ltd Bangalore for providing the opportunity for undergoing one month Internship in the company. I express my heart full thanks to all Retailers and Consumers for their co-operation during the survey. At last but not least, I put forth my due thanks to my parents, friends, relatives and all well wishers for their full fledge and tremendous support in completing this project work successfully and to all the respondents who has cooperated for the collection of data.

K.L.E SOCEITYS COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ COLLEGE, BELGAUM. - 2 -


TABLE OF CONTENT

Topic1. Executive Summary 2. Introduction Company Profile Product Profile

Page No3

4-12 13-14

3. Research Topic and Research Design 4. Analysis and Inference 5. Findings 6. Recommendations 7. Conclusion 8. Bibliography 9. Annexure

15 16-18 19-47 48 49 50 51 52



EXECUTIVE SUMMARYMTR Foods Ltd was established in the year 1924. It is an ISO 22000 and HACCP certified company in the food processing sector. The companys products are known for its unique unmatched taste, purity and quality. The employees play a vital role in achieving the quality and following hygienic practices. It is interesting to sell organism full of high performance. The study is conducted to KNOW the CONSUMER BEHAVIOUR ON READY TO DRINK BADAM DRINK. To suggest measures to improve sales of the company and others problems faced by the retailers. The product is first launched in 2007 November only in Bangalore at rupees 20 for 250 ml where the company could not meet the supply which was demanded in the market. After watching this scenario the company launched on January 27, 2008 in all the places of the MTR distribution area at rupees 22 for 250 ml, then also the sales continued to perform good as it was the summer season at this time the product got lot of complaints in packing small crack line in the tin, the Badam milk contained in the tin got curdle so the company took back the products from the market. In June 2008 Company Re-launched the product with overcoming all the complaints and improved in the quality consciousness and also improving the richness in the nutrient contents, and company imported the tins from Taiwan and also installed a big, expensive machinery to maintain the Quality. This time the product launched at rupees 25 for250 ml, the sales came down. After conducting a thorough survey and research on MTR RTD Badam Drink has been found that the product has a greater strength in terms of Quality, Taste, Availability but Price is the main factor influencing the performance of the drink. It can be concluded that RTD Badam Drink has a good opportunity to increase its market share in mere future by resetting its pricing strategies.



INTRODUCTIONOVERVIEW OF THE ORGANISATION And Company Profile

The history of MTR Foods back to 1924, when the Maiya family started a small restaurant in Bangalore. In 1951 the restaurant came to be known as Mavalli Tiffin Room as it was situated in the area called Mavalli. It is famous for the owners passion for perfection and the super quality of its south Indian cuisine. The legacy of purity and perfection continues at the eatery, now called MTR restaurant. MTR Foods Ltd is amongst the top five processed food manufacturers in India. We manufacture, market and export a wide range of packaged foods to global market that include USA, UK, Australia, New Zealand, Malaysia, Singapore, UAE, and Oman. MTR is very proud of rich heritage, their tradition of food and hospitality began in 1924 with the establishment of the Mavalli Tiffin Room by the Maiya family in Bangalore, India. This restaurant is a city landmark today people still stand in a quee to savour its unique, completely authentic dishes. Over the years MTR has hosted many distinguished personalities who dropped by the excellent coffee and the stimulating conversation. Culinary secrets have been protected and handed down over the generation and their food is based on truly authentic recipes from their region of origin. MTRs journey to Indias premier, processed food company has been marked by innovation and the adoption of new technology, every MTR product will be always embody of tradition of unmatched taste, purity and quality.



MTR THE TRUSTED AND HOUSE HOLD NAME

100% NaturalMTR products are 100% natural do not contains preservatives and use only the finest, most authentic ingredients.

Unparalleled Taste and FlavourEvery sector of food divisions Instant mix, Ready to eat Dish, Pickles or Soups, Ice creams all MTR products are known for their mouth watering Home-cooked taste.

Uncompromising QualityMTR is ISO 22000 and HACCP certified company. Maintains quality standards from sourcing ingredients to processing and packaging.

TechnologyUse of the latest technology to preserve the quality standards from sourcing ingredients to processing and packaging. Use of Technology award from Defense Food Research Laboratory for Ready To Eat products has won the Presidents award.

VegetarianismAll MTR products are 100% vegetarian.

MTR PRODUCTS PROFILEK.L.E SOCEITYS COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ COLLEGE, BELGAUM. - 6 -


Soups, Ready To Eat, Frozen Foods, Rice Meals, Spice Powders, Instant Sweet Mixes, Instant Snack Mixes, Ice Cream Mixes, Masala Powders, Chips & Crispies, Vermicelli, Papads, Pickles, Ice Creams.

Soups - Babycorn & Spring Onion, Spicy Tomato, Mixed Vegetable, Simply Tomato, Mulligatawny,Spinach & Carrot.

Ready To Eat - South Indian, North Indian, Snacks etc. Frozen Foods - Combo Meals, snacks, Parathas etc. Rice Meals - Bisibele Bhath, Rajma Chawal, Diet Delite, Rasam Rice, Jeera Rice,Lemon Rice, Tamarind Rice, Masala Rice, Tomato Rice. Sambar Rice,

Spice Powders - Turmeric Chilli, Coriander Jeera, Black Pepper. Instant Sweet Mixes - Gulab Jamun, Badam Burfi, Badam Feast, Chocolate Burfi, Kaju Burfi, VanillaBurfi, Vermicelli Payasam.

Masala Powders - Instant Sambar Mix Sambar Powder, Instant Rasam Mix Rasam Powder, MadrasSambar Powder, Madras Rasam Powder, Pav Bhaji, Potato Sagu, Pulao Puliogare, Chutney Powder, Bisibele Bhath, Vangibhath.



MISSIONThe mission of the company is to provide authentic Indian food experience to the consumers across the world.

VISIONThe vision of the company is to grow profitably to be 100 million dollar company by 2010 and to be among the top 5 processed food brand in and from India.

STRATEGYIn terms of principles Launch all products under MTR market branch. Operate only in categories in a market where MTR is among top three plays in that category. Operate only in value added foods market. When commodity driven processed foods market like teal oils. Sell only vegetarian products under MTR branch. Set industry standard for hygiene and Food safety. Us the route of organic growth as well as acquisitions.



Quality Policy

MTR is an ISO 22000 and HACCP certified company. At MTR Quality is a way of life, Hazard analysis and critical control point (HACCP), developed by the Codex alimenturious commission is a global food safety standard. MTR has successfully met the stringent requirements for this certification. Our facilities are equipped with the latest systems. MTR Foods Pvt Ltd is committed manufacturing and marketing food products of high quality, hygienically processed. Using state of the art technology with the following objectives Creation of the MTR brand synonymous with quality and food safety. Continuous improvement by total committed participation by all. Satisfying the changing needs of consumers for total delight. Certainly improve the effectiveness of quality and food management system. Increase the performance level of our suppliers.



A BIG MILESTONE

On Feb 13th 2007 Norwegian Food Company ORKLA Foods has acquired MTR Foods Ltd in a deal worth $80 million (Rs 354.08 crores) The Norway based company presence in bakery, sea food, pizzas, taste enhancers and snacks. In the past ORKLA has grown its international preferences through acquisitions in Romania, Sweden, Denmark and Iceland. ORKLA food is a part of ORKLA ASA. One of the Norways largest listed companies with its core business being branded consumer foods, specialty material and financial investments. Nikals Stoltz has been appointed by ORKLA foods to act as Integration Manager in connection with the acquisition of MTR foods in India. According to the experts The acquisitions provides the financial backing and an opportunity for MTR food to utilize and distribution network of ORKLA and take MTR foods to Europe. ORKLA may also distribute its products in India. A foreign country like ORKLA would pay the kind of money MTR is looking for largely due to three reasons. Besides getting grip on the Indian market, it causes the brand and product to cater to the overseas

market, where theres a huge demand for Indian food. If ORKLA wants, it can out source manufacturing to India, bringing substantial cost savings.K.L.E SOCEITYS COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ COLLEGE, BELGAUM. - 10 -


MTR foods already exports to the US, UK, Aus.

Milestones

1926 Gnanappa Maiya starts Brahmin Coffee house near Lalbhag 1950 Yajnarayana Maiya undertakes a European tour, on return in corporate international standards of hygiene in restaurant Mavalli Tiffin Room is started 1960 MTR shifts its premises to its present location near Lalbhag front gate to accommodate the crowds 1976 MTR starts to manufacture and sell Instant Rava Idli mix. Mtr became pioneer of packaged in processed food in India 1983 MTR begin to sell their products in nine most well known shopping store chains in Bangalore such as Niligiris and Vijaya Bakery 1991 A plant set up for manufacturing the packaged foods to accommodate volume 1994 The range of pickles startedK.L.E SOCEITYS COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ COLLEGE, BELGAUM. - 11 -


1996 A fully automatic vermicelli plant with a manufacturing capacity of one ton one hour is commissioned 1997 MTR Food Limited is incorporated 2000 The MTR range of ready to eat products in retort pouches is launched the technology provided by DFRL 2001 MTR Ice cream range is launched 2002 MTR is awarded the ISO 9002 and HACCP certification

2007 MTR launched the beverage drinks

PRESENT BOARD OF DIRECTORS

Name1. Mr. KJELL SUNDSHILL

DesignationCHAIRMAN DIRECTOR DIRECTOR DIRECTOR

2. Mr. SUDHIR GUPTA (DELHI) 3. Mr. PAL ERIK.JAHREN (NORWAY) 4. Mr. ALTE VIDAR JOHANSEN (NORWAY)



5. Mr. SADANANDA MAIYA (BANGALORE)

DIRECTOR

AUDIT COMMITTEE

Mr. Gopalanathan: (CHAIRMAN)

Mr. S.N.Subramanya Mr. Anil Ahuja

Mr.P.Sadananda Maiya

Company Secretary Mr. V.Sridhara Navade

AWARDS

Bhargava Prashasti from Dakshina Kannadiga Vedike. K.M Karanth Award.K.L.E SOCEITYS COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ COLLEGE, BELGAUM. - 13 -


SANMANA PATRA award from Central Excise for outstanding revenue performance for the year 200102. 2004- Karnataka Commercial taxes Department has awarded as honest tax payer. Life time award 2004 from all India food processing association. Certificate of merit for excellent for excellent export performance during the year 2004-05 from APEDA Ministry of commerce and Industry, Government of India. 2005- Best Vegetarian processed food 2005- Peta Proggy award from people for the ethical treatment of animals. Use of Technology award from Defense Food Research Laboratory for Ready To Eat products has won the Presidents award. Narasimha award from Koota Mahajagath.

PRODUT PROFILEBADAM DRINK LAUNCH (READT TO DRINK)MTR RTD BADAM DRINK is an aromatic milk based beverage. The milk used is toned and homogenized to maintain the product thickness and consistency. The BADAM (Almonds) being procured from Blue DiamondK.L.E SOCEITYS COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ COLLEGE, BELGAUM. - 14 -


Growers, California, U.S. which gives natural flavour with saffron and cardamom. The drink is mildly creamy and rich nutty flavour of sliced /flaked Almond added with pure saffron to make it a delicious drink. The product is commercially sterilized. The properties of the almond and the other ingredients are well maintained using the canning technology. Almonds are highly nutritious because they are packed with concentrated food components like proteins, fats, cellulose, minerals, carbohydrates of high solubility and vitamins, contrary to common belief, they actually lower cholesterol free, when embedded with milk and saffron makes the product wholesome for all ages. The medicinal property of nuts, complexion and glow skin is imparted in presence of pure saffron. Therefore it is also recommended for its health values of everybody.

PRODUCT MTR BADAM DRINK is made from pure milk, homogenized and toned to get the best consistency. Natural BADAM FLAKES imported from Blue Diamond Growers, California, as one of the ingredients which makes it a RICH HEALTH DRING. The best of saffron which gives it the NATURAL COLOUR and FLAVOUR. Added taste of real cardamom. Retorted to give a shelf life of 180 days.

PACKINGK.L.E SOCEITYS COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ COLLEGE, BELGAUM. - 15 -


A beautiful imported can (food grade) with a good hold and strong body. An easy-open seal with clear opening instructions. A dispenser pack which has a very good display value.

The dispenser pack is SHRINK WRAP in order to avoid pilferage. The can displays all nutritional facts and caloric value. A very handy pack during travel. Contains lot number, Pkd, MRP. Volume of can 250ml and 24 cans in one dispenser that equals 6 liters.

OBJECTIVES To meet the unsatisfied demand that is existing for a NEW HEALTH DRINK. To highlight the uniqueness of MTR BADAM DRINK. To give consumers one more attractive variety in the MTR PORTFOLIO. To upgrade consumers who are in search for an alternative to FIZZ To make MTR BADM DRINK as everyones Favourite for all seasons.



RESEARCH ONMTR READY TO DRINK- BADAM DRINK STATEMENT OF THE PROBLEM

The study is conducted to know the CONSUMER BEHAVIOUR ON READY TO DRINK BADAM DRINK. To suggest measures to improve sales of the company and others problems faced by the retailers. The product is first launched in 2007 November only in Bangalore at rupees 20 for 250 ml where the company could not meet the supply which was demanded in the market. After watching this scenario the company launched on January 27, 2008 in all the places of the MTR distribution area at rupees 22 for 250 ml, then also the sales continued to perform good as it was the summer season at this time the product got lot of complaints in packing small crack line in the tin, the Badam milk contained in the tin got curdle so the company took back the products from the market. In June 2008 Company Re-launched the product with overcoming all the complaints and improved in the quality consciousness and also improving the richness in the nutrient contents, and company imported the tins from Taiwan and also installed a big, expensive machinery to maintain the Quality. This time the product launched at rupees 25 for250 ml, the sales came down.



RESEARCH DESIGNDescriptive researchIs focused on the accurate description of the variable in the problem model. Consumer profile studies, market potential studies, product usage studies, attitudes surveys, sales analyses, media research and price surveys. Study focuses on gathering and providing information regarding the consumers of MTR Food specially RTD Badam Drink. This research provides inputs in undertaking the perception of customers brand awareness towards MTR Badam Drink. It provides information regarding customers in terms of quality, price, availability, quantity.

RESEARCH APPROACH: Survey Method where collection of information directly from respondents. METHODOLOGY

SAMPLE SIZE : For this survey we have taken50 retailers 150 consumers AREA OF RESEARCH: BANGLORE CITY

SOURCES OF DATA

PRIMARY DATA SOURCE - primary date are data freshly gathered for a specific purpose or a specific research project. a) Personal interview of Retailers and Consumers. b) Opinions of Sales Executives.K.L.E SOCEITYS COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ COLLEGE, BELGAUM. - 18 -


SECONDARY DATA SOURCE - Is the data published previously and usually by someone for other purpose. a) Company web sitesb) Search engines c) Previous reports

MEASUREMENT TECHNIQUEQuestionnaire is a formalized instrument for asking information directly from a respondent. Questionnaire is the most common instrument used to collect primary date, questionnaire need to be carefully developed, tested and debugged before they are administered on a large scale. We have used both Closed end question and Open ended question. Questionnaire was formulated in such a way that gives all necessary information. This primary data is collected in a survey carried out around Bangalore. The information is collected through the questionnaire prepared keeping in mind the retailers and consumers. Which will be analyzed, by preparing tables and charts.



LIMITATIONS OF THE STUDY SAMLPE SIZE: Sample selected may not be depict the whole population or universal response. The

sample size taken is very limited due to which a very accurate study is not possible and also have a huge market as the study is only limited to Bangalore.

TIME CONTRAINT: the study is very time consuming as the questionnaire have to be filled by the

retailer and consumer and lot of retailers and consumers dont prefer to give time for these questionnaire.

GEOGRPHICAL AREA: the study is not done on the basis of balanced geographical location as the study is only limited to the people of one city. Thus the research done is not very reliable.

BIAS: the study can even be bias as retailers and customer may not respond properly and satisfactorily

and give bias answers may not respond properly and satisfactorily and give bias answers according to their choices and not give proper light to the problems they faced on the trip.



Table and Chart No - 1From how many months you are selling the MTR RTD Badam Drink in your store.

DURATIONSINCE 1-3 MONTHS SINCE 4-6 MONTHS SINCE 7-12 MONTHS SINCE LAST YEAR TOTAL

NO OF RESPONDENTS2 7 5 36 50

PERCENTEGE4% 14% 10% 72% 100%



Analysis and InferenceThe above table shows that 72% of the retial outlets are selling the MTR RTD Badam drink since launched in the market. 14% of the outlets have started since last 4-5 months, and 10% and 4% of the retailers have strated selling since last 7-9 months and last 1-2 months respectively.

Table and Chart No -2Performance ratings of MTR RTD Badam drink in the market.

SALES PERFORMANCEINCREASE STABLE DECREASE Total

NO OF RESPONDANTS13 19 18 50

PERCENTAGE26% 38% 36% 100%


M.T.R FOODS LTD, BANGALORE38%

40% 35% 30% 25% 20% 15% 10% 5% 0% A 26%

36%

INCREASE STABLE DECREASE

B

C

Analysis and InferenceThe Bar Chart shows that the sales of the MTR RTD Badam is stable by 38% from the retailers point of view and 36% of the retailers say that the sales is decreasing, and only 26% of the retailers say the sales of the product is increasing since they are started the sales.

Table and Chart No - 3Rating done since the MTR RTD Badam drink is being sold in their outlet.

RATINGSPOOR FAIR AVERAGE GOOD EXCELLENT Total

NO OF RESPONDENTS2 8 23 15 2 50

PERCENTEGE4% 16% 46% 30% 4% 100%



Analysis and Inference:This chart shows that 46% of retailers say the Sales have been Average as compared to the other Badam drink in the store, 30% of them have said Good, 4% excellent, 16% and 14% have said fair and poor respectively. This shows that higher percent of retail stores sales of MTR RTD Badam Drink is performing on an Average.

Table and Chart No 4Rating done in terms of QUALITY of MTR RTD Badam Dink



PERCENTEGE0% 2% 8% 60% 30% 100%



Analysis and InferenceThis chart shows that 60% of retailers say the Quality have been Good, 30% of them have said Excellent, 8% average, 2% have said fair. This shows that higher percent of retailer says Quality of MTR RTD Badam Drink is Good and Excellent from the consumer point of view.

Table and Chart No - 5Rating done in terms of TASTE of MTR RTD Badam Dink



PERCENTEGE0% 0% 6% 76% 18% 100%



Analysis and InferenceThis chart shows that 76% of retailers say the Taste have been Good, 30% of them have said Excellent, 8% average, 2% have said fair. This shows that higher percent of retailer says Taste of MTR RTD Badam Drink is Good and Excellent from the consumer point of view.

Table and Chart No - 6Rating done in terms of SUPPLY of MTR RTD Badam Dink



PERCENTEGE0% 4% 2% 34% 60% 100%



Analysis and InferenceThis chart shows that 60% of retailers say the Supply have been Excellent, 34% of them have said Good, 2% average, 4% have said fair. This shows that higher percent of retailer says Supply of MTR RTD Badam Drink is Excellent and Good from the retailer point of view.

Table and Chart No - 7Complaints received from the consumers

Complaints receivedYes No Total

NO OF RESPONDENTS29 21 50

PERCENTEGE58% 42% 100%



Analysis and InferenceThis chart shows that 42% of retailers have complaints from the consumer point of view on MTR RTD Badam Drink. 58% of people have no complaints about the product. This shows that

Table and Chart No - 8Consumer awareness of MTR RTD Badam Drink

RATINGSExcellent Very good Good Fair Poor Total

NO OF RESPONDENTS PERCENTEGE3 24 12 9 2 50 6% 48% 24% 18% 4% 100%



Analysis and InferenceThe above chart shows that 48% of consumers have Very Good awareness of the MTR RTD Badam Drink from the retailers point of view, 6% of them have excellent, 24% of them Good, 13% and 4% of them have Fair and Poor respectively. This shows that major percent of consumers are aware of MTR RTD Badam Drink.

Table and Chart No - 9Consumer perception of buying MTR RTD Badam Drink

ChoicesBrand Name Price Quality others Total

No. of Respondents41 0 4 5 50

Percentage82% 0% 8% 10% 100%



Analysis and Inference

This Chart shows that 82% of consumers go by Brand Name while selecting MTR RTD Badam drink, 8% and 10% of consumers go by quality and other factors. This shows that Brand Name plays a important role while selecting a MTR RTD Badam drink.

Table and Chart No - 10Effective Promotion tools for MTR RTD Badam as per Consumer perception.

ToolsTelevision Banner Print Media Company Outlets Demos Others Total

No of Respondents38 6 1 0 4 1 50

Percentage76% 12% 2% 0% 8% 2% 100%



Analysis and InferenceThis chart shows that 76% of retailers say Television is the effective promotion tool to promote the MTR RTD Badam Drink as per the consumers perception. 12% of them say Banner, 8% and 2% of them say Demos and Others respectively. This shows that Television plays a vital role in promoting the product from the consumer perception.

Table and Chart No - 11Potential customers of MTR RTD- Badam Drink

Potential customersYes No Total

No of Respondents47 3 50

Percentage94% 6% 100%



Analysis and InferenceThe above Pie Chart shows that 94% of the Potential customers are satisfied of MTR RTD Badam drink, and only 6% of the customers are not satisfied. This shows that majority of the potential customers are satisfied.

Table and Chart No - 12IF THE COMPANY COMES UP WITH SMALL QUAINTITY TETRA PACK

Small Quantity(Tetra)Yes No Total





Analysis and InferenceThe above Pie Chart shows that 76% of the retailers would accept the launch of Small quantity Tetra Pack, and 24% of the retailers would say not accept. This shows that major part of the retailers will accept the launch of RTD Badam drink in Small Quantity Tetra Pack.

Table and Chart No - 13IF THE COMPANY COMES UP WITH SMALL QUAINTITY TIN CAN

Small Quantity(Can)Yes No TOTAL





Analysis and InferenceThe above Pie Chart shows that 62% of the retailers would accept the launch of Small quantity Tin Can, and 38% of the retailers would say not accept. This shows that major part of the retailers will accept the launch of RTD Badam drink in Small Quantity Tin Can.

Table and Chart No - 14IF THE COMPANY COMES UP WITH LARGE QUAINTITY (FAMILY PACK)

Large QuantityYes

No of Respondents6

Percentage12%



No Total

44 50

88% 100%

Analysis and InferenceThe above Pie Chart shows that 88% of the retailers would not accept the launch of Large quantity Family Pack, and 12% of the retailers would accept. This shows that major part of the retailers will not accept the launch of RTD Badam drink in Large quantity Family Pack.

Table and Chart No - 15IF THE COMPANY COMES UP WITH LESS PRICE

Less PriceYes No

No of Respondents41 9

Percentage82% 18%



Total

50

100%

Analysis and InferenceThe above Pie Chart shows that 82% of the retailers would accept the reduction in the price of the MTR RTD Badam Drink, and 18% of the retailers would not accept. This shows that major part of the retailers will accept the reduction in price of the MTR RTD Badam Drink.

Table and Chart No - 16Retailers Satisfaction towards service provided by the Distributors

SatisfiedYes No

No of Respondents47 3

Percentage94% 6%



Total

50

100%

Analysis and InferenceThe above Pie chart shows that 94% of retailers are satisfied with the service provided by the distributor and 6% of the retailers are not satisfied. This shows that majority of the retailers are satisfied with the service provided by the distributor on MTR RTD Badam drink.

Table and Chart No - 17Awareness of Consumers about Natural Badam Drink available in the market

Company

No of Respondents

Percentage

MTR 58 39% AMUL 34 23% NANDINI 44 29% Other Local Drink 14 9% TOTAL 150 100% K.L.E SOCEITYS COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ COLLEGE,BELGAUM. - 37 -


Analysis and InferenceAs per the above chart 39% of consumers are aware that MTR RTD natural Badam Drink is the natural Badam Drink available in the market and remaining 23%, 29% and 9% of Consumers are aware that Amul, Nandini and Other local drinks are the natural Badam drink available in the market respectively. According to this chart, we come to know that highest percent of consumers are aware that MTR RTD Badam Drink is a Natural Badam Drink available in the market.

Table and Chart No - 18How the people come to know about the MTR RTD Badam Drink

CompanyPRINT MEDIA SUPER MARKET FRIENDS GENERAL AWRENESS TOTAL

No of Respondents16 62 22 50 150

Percentage11% 41% 15% 33% 100%



Analysis and InferenceThe above chart shows that 41% of Consumers came to know about the MTR RTD Badam Drink from the displays in the Supermarket, 33% from General awareness, 15% from the Friends and relatives, 11% from Print media, this shows that major part of consumers came to know about this product is from Supermarket and General awareness.

Table and Chart No - 19Number of times people consume MTR RTD Badam Drink in a month

No of timesBelow 3 Above 3-Below8 Above 8-Below12 Above 12 TOTAL


Percentage49% 40% 3% 8% 100%



Analysis and InferenceThe above chart shows that 8% of consumers consume MTR RTD Badam Drink regularly, 3% of them consume occasionally, 40% of them consume rarely, 49% of them consume twice or thrice a month. This shows that major percent of consumers use the product rarely or twice - thrice a month.

Table and Chart No - 20

The consumers consideration about MTR RTD Badam Drink is a Natural Badam Drink

Degree of AgreeStrongly Agree Agree Neither agree nor Disagree Disagree Strongly Disagree TOTAL

No of Respondents32 50 32 20 16 150

Percentage21% 34% 21% 13% 11% 100%



Analysis and InferenceThe above chart shows that 21% of the consumers Strongly agree that MTR RTD Badam Drink in the only natural Badam drink available in the market, 34% of them Agree, 21% of them Neither agree or Disagree, 13% and 11% of them disagree and strongly disagree respectively. This shows that major part of the consumers Agree that MTR RTD Badam Drink is the only natural Badam drink available in the market.

Table and Chart No - 21Consumer awareness of present MRP of the MTR RTD Badam Drink

MRP18 above 20 above 22 above 25 TOTAL


Percentage4% 22% 18% 56% 100%



Analysis and InferenceThe above chart shows that 56% of the consumers are aware of the present rate of MTR RTD Badam Drink prevailing in the market, 22% of the consumers are still known with the old price, 18% and 4% of the consumers just aware of the approximate price. This shows that the most of the consumers are conscious about the price of the product while purchasing.

Table and Chart No - 22Consumer preference of PRICE while selecting MTR RTD Badam Drink MRP RANK 1st RANK 2nd RANK 3rd RANK 4th TOTAL No of Respondents 8 18 54 70 150 Percentage 5% 12% 36% 47% 100



Analysis and InferenceThe above chart shows that 47% of the consumers have ranked price has a least preferred factor, followed by 36%, 12% and 5% respectively. This shows that the major part of consumers prefer the PRICE as a least part while preferring or consuming.

Table and Chart No - 23

Consumer preference of QUALITY while selecting MTR RTD Badam Drink

MRPRANK 1 RANK 2nd RANK 3rd RANK 4th TOTALst


Percentage54% 35% 8% 3% 100%



Analysis and InferenceThe above chart shows that 54% of the consumers have ranked QUALITY has a most preferred factor, followed by 35%, 8% and 3% respectively. This shows that the major percent of consumers are very much conscious about the QUALITY as a major part while preferring or consuming.

Table and Chart No - 24Consumer preference of TASTE while selecting MTR RTD Badam Drink

MRPRANK 1 RANK 3st


Percentage32% 46% 15% 7% 100%

RANK 2ndrd

RANK 4th TOTAL



Analysis and InferenceThe above chart shows that 46% of the consumers have ranked TASTE has a second most preferred factor, followed by 32% as the most preferred, 15% and 7% as the least preferred respectively. This shows that the major percent of consumers are conscious about the TASTE as a second major part while preferring or consuming.

Table and Chart No - 25Consumer preference of AVAILABILITY while selecting MTR RTD Badam Drink

MRPRANK 1st RANK 2nd RANK 3rd RANK 4th TOTAL


Percentage7% 9% 41% 43% 100%



Analysis and InferenceThe above chart shows that 43% of the consumers have ranked AVAILABILITY has a least preferred factor, followed by 41% as a second least preferred, 9% and 7% as the most preferred respectively. This shows that the major percent of consumers are least preferred of AVAILABILITY while preferring or consuming.

Table and Chart No - 26MTR RTD Badam Drink provided CHILLED by the retailer to the consumer

OpinionYes No TOTAL





Analysis and InferenceThe above pie chart shows that 79% of the consumers are being provided MTR RTD Badam Drink chilled and rest of 21% are not being provided chilled. This shows that major percent of consumers are being provided MTR RTD Badam Drink chilled every time in the store while purchasing.

Table and Chart No - 27Consumer opinion on the Sugar Free MTR RTD Badam Drink

OpinionYes No TOTAL





Analysis and InferenceThe above pie chart shows that 74% of consumers would accept the Sugar Free MTR RTD Badam Drink being provided in the market and 26% dont accept the Sugar Free Drink. This shows that major percent of consumers accept Sugar Free MTR RTD Badam Drink.

Table and Chart No - 28Number of the consumers stopped or changed consuming MTR RTD Badam Drink Opinion Yes No TOTAL No of Respondents 14 136 150 Percentage 9% 91% 100%



Analysis and InferenceThe above pie chart shows that only 9% of consumers have stopped or changed consuming the MTR RTD Badam Drink and Rest of 91% of consumers are continuing with consumption the product. This shows that major percent of consumers are continuing with the consumption the product without any complaints.

Table and Chart No - 29Consumer preference of Badam Drink other than MTR RTD Badam Drink

BrandsAmul Nandini Other TOTAL

No of Respondents44 76 30 150

Percentage29% 51% 20% 100%



Analysis and InferenceThe above chart shows that 51% of consumers prefer Nandini Badam Drink, 29% of them Amul, and 20% of them Other Local Drinks. This shows that the major preference of consumer other than MTR RTD Badam Drink in taken by Nandini followed by Amul.

FINDINGS The sales performance of MTR RTD Badam drink is stable and less percent in the decrease of sales. As compare to the other Badam Drink in the market the sales is average. Taste and Quality of MTR RRTD Badam Drink is very good according to the consumers.K.L.E SOCEITYS COLLEGE OF BUSINESS ADMINISTRATION LINGARAJ COLLEGE, BELGAUM. - 50 -


Supply is excellent by the distributors when it comes to RTD Badam Drink. Major part of complaints of consumers is on price. Major percent of consumers are very good aware of the Badam Drink but less percent of consumers agree it as a Natural Badam Drink. Most of the consumers perception of buying MTR Badam Drink is on its Brand Name.

Television plays a vital role in promotion of the RTD Badam Drink.

Special Displays in Super market will create good awareness of the RTD as a Natural Badam Drink

Retailers are finding difficult in selling 250ml Badam Drink with a high price. Product is facing tough competition with high price, so it is not reaching mass consumers.

The drink is considered as a occasional or rare drink in the minds of consumers. Consumers are not getting the drink chilled every time. Most of the consumers are awaiting for sugar free drink. Most of the consumers are moved to the other company Badam drink due to the hike in price.



Recommendations

The company have to come up with the less price for the RTD Badam drink as like Rs.20-22 for 250ml The company might come up with small quantity tetra pack of 150ml at Rs.15; Small quantity can of

180ml at Rs.18.

Ads in the television should be given to promote the product, which is the effective promotion tool for the RTD Badam Drink.

The special displays in the Super Markets to attract large number of consumers. The retailer should be suggested to sell the product in chilled form every time. The company might come up with Sugar free drink to reach the old age category of people, where this

category of people is more loyal towards the MTR Brand.

The product should be promoted to create awareness that MTR RTD Badam Drink is the only Natural Badam Drink available in the market.



CONCLUSION

After conducting a thorough survey and research on MTR RTD Badam Drink has been found that the product has a greater strength in terms of Quality, Taste, Availability but Price is the main factor influencing the performance of the drink. As this drink as its uniqueness of Only Natural Badam Drink available in the market. It can be concluded that RTD Badam Drink has a good opportunity to increase its market share in mere future by resetting its pricing strategies and also coming up with the new packaging.



BIBLIOGRAPHY

BOOKS PHILIP KOTLER TULL and HAWKINS Research related books

WEB SITES www.mtrfoods.com www.google.com www.msnresearch.com


mtr

Documents

history of mtr foods

mtr restaurant

bangalore introductionoverview

bangalore acknowledgement

years mtr

company re

mtr distribution area

haccp certified company