winter final ankur.docx

7/29/2019 Winter Final ankur.docx

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Course No. ABM-591 Credit: 0+1=1Course Title: Masters Seminar

WINTER PROJECT REPORT

ON

CONSUMERS BEHAVIOUR TOWARDS

VENKYS FROZEN RAW CHICKEN

By

Mr. ANKUR ANIL AJGAONKAR

(Regn. No. 10/342)

Submitted to

Project Guide

Dr. B. N. Pawar

Asstt. Professor & Course Co-ordinator

MBA (Agri.)

College of Agriculture, Pune - 5

MASTER OF BUSINESS ADMINISTRATION (AGRICULTURE)

COLLEGE OF AGRICULTURE, PUNE- 411 005

(2011)


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Dr. B. N. Pawar,Project Guide,

Asstt. Professor and Course Coordinator,Master of Business Administration, (Agri.)

College of Agriculture, Pune-5

CERTIFICATE

This is to certify that the Winter Project entitled Consumers

Behaviour Towards Venkys Frozen Chickensubmitted to the College of

Agriculture, Pune inpartial fulfilment of the course ABM 591 (Masters

seminar/ Winter Project) for the degree of MASTER OF BUSINESS

ADMINISTRATION (AGRICULTURE) embodies the results of apiece of

bonafide work carried out by Mr. Ankur Anil Ajgaonkar(Regn. No.10/342)

under my guidance and that no part of the winter project work has been

submitted for any other degree or diploma.

The assistance and the help rendered during the training period have

been duly acknowledged. The suggestions made by the Evaluation Committee

are incorporated in this project draft.

Place: Pune. (B.N. Pawar)

Date: / / 2011


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ACKNOWLEDGEMENT

The feeling of gratitude arises from the bottom of the heart. A small, but an

important and timely help can prove to be a milestones in ones life. My experience

throughout the completion of the project has been a very pleasant one and has enlightened

me in various ways as a student and as a human being.

The project is dedicated to all the people whom I met, talked, interviewed, worked

and learnt something from them. On this occasion, I want to grab this opportunity to

acknowledge my sincere thanks to all of them while submitting this report.

To start with, I would like to thank my Project Guide Dr. B. N. Pawar Asstt.

Professor and Course Coordinator of Master of Business Administration (Agriculture)

Pune, whose help and guidance has been of immense value throughout the completion of

this project.

I sincerely thank to the members of Evaluation Committee viz. Prof. N. K. Kale

Asstt. Professor of Agril. Economics, College of Agriculture Pune, Prof. P. N. Shendage,

Asso. Professor Agril.Economics, Dr. M. N. Waghmare Asstt. Professor of Agril.

Economics, College of Agriculture Pune. for their valuable suggestions and guidance

during the course of project work

It is my pleasure to express my deep gratitude towards Dr. B. R. UlmekAssociate

Dean, College of Agriculture Pune

Last but not the least; I would like to thank my peers, colleagues, friends and all

those who have helped me in bringing out my best to make this project a success.

From bottom of my heart, I once again take an opportunity to thank all those who

might have indirectly helped me during my project work and without whom this piece ofwork would not have been possible, but remained to be acknowledged.

Place: Pune

Date: / / 2011 Ankur Anil Ajgaonkar


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TABLE OF CONTENTS

Sr.no. Title Page

Certificate of Project Guide

Acknowledgement

II

III

EXECUTIVE SUMMARY IV- VII

1. INTRODUCTION 1-6

1.1 Meaning and Concept of Consumer Behaviour

1.2 Indian Scenario of Poultry Industry

1.3 Processing of Poultry Products

1.4 Importance of Study

1.5 Objectives of Study

1.6 Scope of Study

1.9 Limitation of Study

1.10 Presentation of Study Report

1

2

4

4

5

5

6

6

2. METHODOLOGY 7-8

2.1 Selection of Study Area

2.2 Selection of Sample

2.3 Data Collection and Data Requirement

2.4 Analysis of Data

7

7

7

8

3. RESULTS AND DISCUSSION 9-40

3.1 Profile ofVenkys

3.2 Profile of Sample Respondents

3.3 Brand Awareness for Venkys Frozen Chicken

3.4 Consumers Perception towards Venkeys Frozen

Chicken

3.5 Major Competitors for Venkys in Frozen Chicken

Segment

3.6 Findings

3.11 Conclusions

3.12 Suggestions

9

12

15

23

33

38

39

40


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Sr.no.

Title

Page

REFERENCES i

APPENDIX- I ii - iv


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LIST OF TABLES

Sr.no.Table

No.

Title of the table Page

1 1.1 Scores for different parameters. 8

2 1.2 Score card for cost and availability attributes 8

33.1 Demographic classification of sample respondents 13

4 3.2 Factors influencing consumers perception towards

frozen chicken

25

5 3.3 Rating for quality attribute for Venkys 26

6 3.4 Rating for taste attribute for Venkys 26

7 3.5Rating for cost attribute for Venkys

27

8 3.6Rating for packaging attribute for Venkys

27

9 3.7Rating for availability attribute for Venkys

28

10 3.8Income level over importance for quality factor

30

11 3.9Calculation for Cal X2 value

31

12 3.10Level of satisfaction over consumers loyalty

32

13 3.11 Calculation for Cal X2 value 33

14 3.12 Price comparison amongst different brands 38


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LIST OF CHART/MAPS

Sr.no.Chart/Map

No.Title of the Figure Page

11.1 Poultry meat production in India 2

2 1.2Share of different meats in total meat production of

India3

3 3.1 Income level of sample respondents 14

4 3.2 Awareness about Venkys frozen products 15

5 3.3 Brand preference by respondents 16

6 3.4 Years of purchasing Venkys frozen chicken 17

7 3.5 Level of satisfaction for Venkys 17

8 3.6 Source of product promotion for Venkys 18

9 3.7 Frequency of purchasing one kg chicken pack 19

10 3.8 Frequency of purchasing half kg chicken pack 20

11 3.9 Frequency of purchasing boneless chicken pack 21

12 3.10 Frequency of purchasing leg piece pack 22

13 3.11 Frequency of purchasing chicken wings pack 23

14 3.12 Reasons for purchase of frozen raw chicken 24

15 3.13 Consumer loyalty for Venkys 29

16 3.14 Brand suggestion 29


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EXECUTIVESUMMARY


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EXECUTIVE SUMMARY

CONSUMERS BEHAVIOUR TOWARDS VENKYS FROZEN RAW CHICKEN

BY

MR. ANKUR ANIL AJGAONKAR(Regd. No. 10/342)

A candidate for the degree

Of

MASTER OF BUSINESS ADMINISTRATION (AGRICULTURE)

COLLEGE OF AGRICULTURE, PUNE-5

2011

Importance of study

India has attained new heights in the poultry industry as India ranks 5th

in

egg production and 9th

in meat production. The awareness about consumption of eggs and

meat is increasing over the period. The household poultry raring has turned into

commercial poultry industry and processing of the produce is in the boom. Many small and

large firms has established in the country.

The consumers now have been purchasing processed raw frozen chicken instead of

buying live chicken from shops. The fast moving lifestyle and working culture have made

a major impact on the increasing demand for frozen packed chicken. The consumer

analysis help to understand the consumers behaviour, way of thinking and decisionmaking processes which helps in deciding the strategies for promotion and product

improvement.

Venkys frozen chicken products are being recognized for its superior quality and

taste over the years. It is necessary to study the factors influencing the purchase decision of

frozen chicken products. The brand awareness was needed to be study to understand the

present status of the Venkys. With this intension the study was undertaken for the research

purpose.

Objectives

1. To study the brand awareness of Venkys frozen chicken.

2. To study consumers perception towards Venkys frozen chicken.

3. To study the major competitors for Venkys in frozen chicken.

Methodology

In all, 50 sample respondents from Pune city were selected by convenience

sampling method. The survey method was used for collecting primary data. The secondarydata were obtained from various sources such as internet, magazine, research paper etc.


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The data were analysed with the help of simple statistical techniques like

percentage and averages and represented with the help of tables and charts. Chi square

analysis techniques was incorporated.

Findings of Study

1 Of the 50 sample consumers, 58 per cent were male and about 62 per cent were in

service.

2 Out of 50 respondents, majority i.e. 30 preferred Venkys followed by Real good (11)

and Baramati Agro (9).

3 In the studied sample awareness for Venkys were good (88%) and about 50 per cent

of them were using the brand for more than 2 years.

4 About 46 per cent of the consumers were very satisfied with the Venkys followed by

30 per cent for satisfaction while 16 percent were unhappy with the brand.

5 Mouth publicity by relatives and Friends were found to be most influencing media of

information for Venkys followed by Advertisements and malls display.

6 Quality was given the first preference followed by Hygiene and taste by the

consumers while purchasing raw chicken.

7 Frequency of purchasing one Kg pre cut packs was on weekly basis while half kg

pack, Leg piece packs were tend to be purchased over fortnight period.

8 Boneless pack and Chicken wings and other products were purchased once in a

month.

9 Consumers of Venkys found that Quality, Taste and Packaging of Venkys were

excellent while Cost was medium as compared to the other brands and availability

was ranked as frequently available.

10 About 40 per cent of the consumers were found to be loyal as they were ready to

postpone their purchase in case of unavailability while 33 per cent were brand

switchers.

11 Of the 30 customers of Venkys 14 would definitely recommend the brand to their

relatives while 6 were doubtful.

12 Chi square analysis revealed that

Income level has no significance over quality preferred while purchasing raw

chicken.

The satisfaction level affects the consumers loyalty towards brands.


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13 The unavailability of Venkys followed by higher price is the main reason for

preferring other brands by the consumers.

14 Real Good and Baramati Agro are the major competitors for Venkys in frozen

chicken segment.

15 Price of Venkys frozen chicken products were found to be somewhat higher than

other brands.

Conclusions

1 Venkys products were mostly preferred by consumers engaged in service and

demanding quality produce. The major reason is the shortage of time and increasing

trend of consuming hygienically processed foods by the people.2 Consumers satisfaction level for Venkys was good because of its quality and taste.

3 One Kg pre cut chicken were frequently purchased by the consumers followed by

boneless pack and leg piece pack. Other products are consumed once in a month as

they are used in special dishes only.

4 Loyalty amongst consumers for Venkys was found to be good but dissatisfied

consumers switch the brands due to unavailability of the products.

5 While purchasing the product especially in frozen chicken the consumers gives more

preference to quality, hygiene than other attributes.

6 Venkys products were appraised for their quality, taste and packaging. Some of the

customers also point out the unavailability of the products which is a matter of

concern from organizations point of view.

7 Real good is the major competitor as they have entered in processed chicken segment

also. Baramati agro and other brands are also having a good share in the processed

chicken segment.

8 Prices of Venkys were slightly higher than the other brands due to its high standards

of quality and brand name.

Suggestions

1. Venkys should target working class consumers as they are the major customers for

frozen packed chicken segment.

2. There should be synergy between price and quality supplied as other brands have low

prices. The company can introduce new packages which can satisfy the needs of small

family. The price can be kept in accordance to package sizes.


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3. Venkys should concentrate more on quality, taste and hygiene as these attributes

were influential in purchase decision. The compromise with quality and hygiene may

hamper the companys market share.

4.

Venkys should focus on making their products available on time. The frequent

unavailability may result into loss of valuable customers thus proper distribution of

products mainly pre cut chicken packs should be done.

Mr. Ankur Anil Ajgaonkar Pages: 40


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INTRODUCTION


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1. INTRODUCTION

India, the worlds second largest developing economy, now has a large and rapidly

expanding poultry sector. This expansion in India is being driven by rising incomes and a

shift in industry structure towards integrated ownership and coordination of the input,

production, and marketing operations involved in poultry production (Vertical

Integration).The decade of nineties was to witness the advent of processing. The

production and processing eggs and poultry meat into convenient foods such as fast foods,

ready-to-eat, snacks etc. were introduced giving consumers the benefit of convenience and

hygiene. Forming the habit of consuming hygienic, competitively priced processed foods

will lead to consumers going away from unorganized sector.

1.1 Meaning and Concept of Consumer behaviour:Consumer behaviour is the study of when, why, how, and where people do or do

not buy a product. It deals with psychology, sociology, social anthropology and economics.

It attempts to understand the buyer decision making process, both individually and in

groups. It studies characteristics of individual consumers such as demographics and

behavioural variables in an attempt to understand people's wants. It also tries to assess

influences on the consumer from groups such as family, friends, reference groups, and

society in general. Customer behaviour study is based on consumer buying behaviour, with

the customer playing the three distinct roles of user, payer and buyer. Relationship

marketing is an influential asset for customer behaviour analysis as it has a keen interest in

the re-discovery of the true meaning of marketing through the re-affirmation of the

importance of the customer or buyer. A greater importance is also placed on consumer

retention, customer relationship management, personalisation, customisation and one-to-

one marketing. Social functions can be categorized into social choice and welfare

functions.

1.2 Indian Scenario of Poultry IndustryIt is believed that the Indian Poultry Industry is 5,000 years old, since last 4

decades it began to witness remarkable growth from backyard to poultry industry. The

organised sector of poultry industry is contributing nearly 70% of the total output and the

rest 30% in the unorganized sector. The broiler industry is well dominated in southern


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states in our country with nearly 60-70% total output coming from these states. The layer

industry once again is represented more in southern states especially, Andhra Pradesh,

Tamil Nadu and Maharashtra producing nearly 70% of the country's egg production.

India's 75% of egg produce is consumed by the 25% population living in urban and semi-

urban areas. Presently about 800 hatcheries are operating in the country. About 3 million

farmers and 15 million agrarian farmers are employed in the poultry industry that grow

poultry ingredients for feed and contribute about Rs 26,000 crore to the national income.

India is the fifth largest producer of egg and ninth largest producer of poultry meat. India

was positioned 17th in the world poultry production. The Indian poultry production is

considered to be the cheapest in the world. (Ministry of Poultry, GOI). The Chart 1.1

shows the poultry meat production in India from 2004 to 2009. The production has shown

a positive growth over the years.

(Source: FAO stat 2009)

India has emerged as the only country in the developing world a self-reliant,

technology driven industry, with capability to produce every essential input for successful

poultry farming including indigenous genetic resource and breeding, world class poultry

vaccines and medicines, specific pathogen free eggs (SPF), farms and hatchery automation

systems, pelleted feed, egg processing, poultry processing, nationwide network of disease

0

100000

200000

300000

400000

500000

600000

700000

2004 2005 2006 2007 2008 2009

Chart 1.1 Poulty meat production in India

Production in tonnes


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diagnostic laboratories and facilities for entrepreneurial development and training in both

private and public sectors.

(Source: FAO stat 2009)

It shows that poultry meat is having 16 per cent share in Indias total meat

production. It is a sizable share in comparison with the other meats. India produces 3.6% of

global egg production, i.e., 61 million tones. The annual growth rate of egg is 5 to 8%.

India has the lowest cost of egg production in the world at 2.55 US cents per egg. The

introduction of new poultry products and perceptible shift in eating habits are moving

people to branded food such as chicken yummiez, cold cuts, breaded and coated snacks,

marinated snacks, chicken nuggets, canned chicken curry, freeze dried chicken pulao, meat

soup, powder omlette and scrambled egg mixtures, sandwich, pizza, burger and dial-a-

chicken and fast food joints, Kentucky Fried Chicken (KFC), McDonald's, Wimpy, Pizza

Hut all these are going to change the palatability of the chicken consumer. Indian poultry

industry has been growing at annual varying rates of 8-15% and this growth in the past few

decades. India produces 1,400 million chickens a year, which is close to 27 million a week,

Buffalo Meat

34%

Cattel Meat

21%

Chicken Meat

16%

Duck Meat

1%

Goat meat

11%

Pig Meat

11%

Sheep Meat

6%

Chart 1.2 Share of different meats in total Meat production ofIndia, 2009


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of which 95% is traded alive. At present the industry is estimated at over Rs 60,000 crore

and has a bright future in the upcoming years.

The major players in broiler and processed chicken industries are as below.

Venkateswara Group, Pune

Suguna Poultry Farms Ltd, Coimbatore

Pioneer Poultry Group, Coimbatore

Godrej Agrovet Ltd, Mumbai

Sky Lark group, North India

Jafa com feed

1.3 Processing of Poultry Products.

The Indian poultry processing industry is on a boom in the recent years as the

consumption of processed products is increasing over the period. Many industries have

been setup in India dealing in manufacturing FMCG products from raw chicken. The raw

chicken processed in two different categories viz,

1. Processed Chicken:This includes products like whole packed chicken; pre cut chicken and different

packed pieces of raw frozen chicken. They are the single stage processed products,

packed and marketed in aseptic conditions at a temperature range of 1 to 4o C

2. Chicken in minutes of Further processed chicken:This category of processed chicken products includes the ready to eat products

which falls in the snacks category which are needed to be fried or cooked before

consumption. This includes products like chicken nuggets, samosa, patties, tikkis and

more.

1.4 Importance of Study

In today's competitive world where cut-throat competition exists, every

organization is dealing in knowing their position, their strength, weakness, opportunity and

threats; so it is very essential to know to target the potential market capture the market

share and develop new improved marketing strategies to compete in the new era of

marketing. Today, with modern changes in tastes, fashions technology and higher standard

of living, changing customer's needs and preferences, wants and desires and their high


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expectations for new and improved products have enforced the companies to bring new,

modern and superior products in the market. For this, every company must focus of

designing and developing the products what the consumers wants. Market survey is one of

the most widely used Marketing Research Techniques for this purpose. The project holds

great interest for us as consumer, as students and as marketers. As consumer we benefits

from insight into our own consumption related decision "what should buy and how should

buy and when should buy. As students, it is important for us to understand the internal

and external influences that impel individuals to act in certain buying decision.

Consumer behaviour is the study of how people behave when obtaining, using, and

disposing of products and services. Organizations who neglect these issues often end up

with losing their market share as their products do not comply with the customers needs. It

is need of todays competitive market to understand these factors and analyze the

competitors in order to sustain in market. Hence, a study entitled Consumers Behaviour

Towards Venkys Frozen Raw Chicken was undertaken with the following specific

objectives.

1.5 Objectives of Study

1. To study the brand awareness of Venkys frozen chicken.

2.

To study consumers perception towards Venkys frozen chicken.

3. To study the major competitors for Venkys in frozen chicken.

1.6 Scope of Study

There is a vast scope for studying and analyzing the consumers behaviour in

relation to the processed food products. In the study of consumer behaviour focus is given

on identifying the behaviour of todays consumers of Venkys and non users as well as

identifying the importance of different factors in raw frozen chicken purchasing. The study

will act as a window which will throw light on the Brand awareness helps to analyze the

brand position in the market and finding the potential areas which are needed to be focused

on in order to capture larger market share. Customers loyalty toward other brand will help

company to know potential customer what are their needs, expectation etc. Non-loyal

customer of other company can be attracted toward our products. The results from the

study will help to focus on the parameters which are needed to be overcome in order to

strengthen the brands. It will help to analyze the different attributes which consumers give

preference in decision making processes.


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1.7 Limitations of Study

In this empirical study, there are some limitations. The study area was restricted to

Pune region with a limited sample size. The primary data collection was done by the

survey method, which did have some limitations for getting most reliable information. The

data were mainly based on the consumers perception and thus it may vary with the others.

Thus, results from the study are not applicable at every part of the country but represents

the regions with similar scenario.

1.8 Presentation of Study Report

Presentation of the project work is done in three main chapters. The first

introductory chapter illustrates the concept and deals with the concept of consumerbehaviour, Indian scenario of poultry industry, scope and importance with the objectives

behind the study. Chapter second deals with the methodology and outline of the project

under the aspects of sample design and data collection techniques.

The detail discussion in concern with the objectives is given in third chapter of this

report. The brand awareness amongst the consumers, their perception for the Venkys

products and the competitors study along with the findings and suggestions of the study are

an integral part of this chapter.


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RESEARCHMETHODOLOGY


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2. METHODOLOGY

In any research project the selection of most effective methodology for the data

collection and its further analysis plays an important role. The information collected and its

interpretation should be done in a systematic and scientific manner, in accordance with the

research objectives. The research methodology adopted in this study is illustrated below.

2.1 Selection of Study Area

The study area was purposively selected as Pune city for the research purpose. The

study was conducted in the outlets of Delight which is exclusive shop for non vegetarian

packed foods and the in selected malls. The shops were located in the area like Pashan,

Baner, Bawdhan, Kothrud and Swargate.

2.2 Selection of Sample

The 50 samples were exposed for the study purpose, which are the consumers of

frozen packed chicken products. The samples selection was done by convenience sampling

technique.

2.3 Data Collection and Data Requirement

The present research project was based on the primary as well as secondary data

collected through various sources. The data were collected in accordance to brand

awareness and consumers perceptions towards the frozen packed chicken products with

special reference to Venkys products. The details about the data collection are given

below.

I) Primary data

The primary data were collected by conducting personal interviews of the

selected sample consumers. The comprehensive questionnaire was specially designed for

this purpose [Appendix - I].

II) Secondary Data

The secondary data, relating with competitors and other database was

collected by using various available resources. . These sources are as below.

Internet sources.

Books and Newspaper articles.


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2.4 Analysis of Data

Data were analyzed in accordance with the specific points laid down at the time of

preparing research plan and interpreted using percentage, tabulations, pie charts and

graphs, etc.

The data analysis was done using the SPSS software. The chi square analysis was

done in order to find out the relationship between the factors under study.

Chi square Test:

Formula = (O-E)2

EWhere, O = Observed Frequency

E = Expected FrequencyDegree of freedom was calculated = d(f) = (r-1) (c-1)

Where, r = row number

c = column number

Table 2.1 Score given for different parameters

Ratings for different attributes ofVenkys frozen chicken products by the consumers

Attributes

Quality

Taste

Packaging

Parameters Score

Excellent 4Good 3

Average 2

Poor 1

Table 2.2 Score given for the different parameters like cost and availability

Ratings for different attributes of the consumers

Attributes

Availability

Parameters Score

Always Available 4

Frequently Available 3

Frequently unavailable 2

Not available 1

Cost

Expensive 3

Medium 2

Low 1


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RESULTSANDDISCUSSION


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3. RESULTS AND DISCUSSION

3.1 Profile of Venkys India Pvt. Ltd.

Venky's (India) Limited is a subsidiary of V H Group, an Indian company that

specialises in chicken meat processing, and pharmaceutical products for both poultry and

human usage. Founded at Pune in Maharashtra as Venkateshwara Hatcheries Private

Limited. In 1971 by the Rao family, it mainly produced day-old layer and broiler chicks for

the poultry markets of South India. Today the diversified VH Group is a Rs.

5000 crore conglomerate and a large Asian poultry company. The group has diversified

into 30 fields including: poultry, processed food, animal vaccines, pharma and healthcare

products.Forbes ranked Venky's as 67 among the 100 best global small companies in the

year 1999-2000. In December 2010 the group launched Venky's Exprs, a ready to eat

chicken outlet, in Pune, as part of the company's ambitious plans for expansion.

Venkys (India) Limited formerly known as Western Hatcheries Limited was

established in 1976, mainly to produce day-old layer and broiler chicks for the dense

poultry markets of North India. Over the years, Venkys (India) Limited embarked upon

new ventures in regular succession, adding tremendous value to the company, giving it an

edge in technology and high returns on investment. The company has steadily grown to

over 30 units spread across India. Today, Venkys impressive portfolio includes animal

health products, pellet feeds, processed, and further processed chicken products, solvent oil

extraction, and SPF Eggs. The companys Specific Pathogen Free Egg unit (in technical

collaboration with SPAFAS Inc. USA) is among four such units in the world and the only

one of its kind in the developing world. Diversifying from mainstream poultry products,

Venkys (India) Limited has added to its credit, manufacturing facilities for nutritional

health products for humans, and pet food and health care products.

Venkys (India) Limited sells its processed and further processed chicken under the

Venkys brand name. Venkys is the first national brand in the processed chicken

segment and down the years, has become synonymous with nutrition, quality, and high

standards in hygiene. It is a preferred supplier to the Indian outlets of McDonalds, KFC,

Pizza Hut, and Dominos. The product range, catered to retail as well as institutional

markets, includes Fresh Chilled Chicken, Frozen Chicken (Whole, Boneless and Portions),

and several Economy products. Venkys Mintomein, an array of ready-to-cook products


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(freezer-to-fryer, microwaveable and cold cuts) has found wide appeal among

homemakers.

Product profile

Whole chicken

Full broiler chicken, with liver and gizzard pre packed inside. Cleaned and hygienically

dressed without head and claws.

Pre cut chicken

Venkys full broiler chicken, pre cut in 11 pieces for the convenience of the housewife.

Easy to handle and saves time required for cutting.

Portion chicken

Chicken breast

Two halves of Venkys chicken breast, cut along the sternum and arm joint. Available in

two piece packs. Superb for continental dishes, chicken steaks.


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Chicken legs

Legs of Venkys broiler chicken, cleaned, cut at the hip joint. Available as two piece

packs. Excellent for recipes requiring only legs like Tandoori Chicken, Tangadi kababs,

Grilled chicken, Chicken Korma, etc.

Boneless chicken

Venkys whole chicken completely deboned with skin removed. Available in 200 g and

500 g packs. A boon for all recipes requiring boneless chicken such as Chicken

makhanwala, Chinese chicken dishes, excellent garnish for chicken soups or just plain

chicken sandwiches.


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Economy

Boti,Gizzards, Livers, Plain kheema, Soup pieces

3.2 Profile of Sample Respondents

The research study was conducted in and around Pune city in the various outlet of

frozen chicken and malls in the selected area. Before going for detailed study on various

aspects as per the objectives, it is necessary to know the demographic profile of the

selected consumers. In the profile of sample respondents, various indicators such age,

educational level, source of income and income level etc. is illustrated in brief.


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3.2.1 Demographic classification of sample respondents

Table 3.1 Demographic classification of sample respondents. (N = 50)

Category No of respondents Percentage

(%)

A. Gender1. Male

2. Female

29

21

58

42

B. Age1. Below 25 yrs

2. 26-40 yrs

3.

41-55 yrs

4. Above 55 yrs

10

21

17

2

20

42

34

4

C. Education level1. Up to H.S.C.

2. Graduation

3. Post Graduation

4. Professional

1

19

17

13

2

38

34

26

D. Occupation1. Service

2. Business

3. Housewife

4. Students

31

5

6

8

62

10

12

16

a. Gender:Gender of the consumers plays a vital role in their perception and buying behaviour

and hence it is necessary to study the gender factor. Persons areas of interest and opinion

about any product depend on the gender of that person.

The table shows that about 52 per cent of the respondents were male which a major

percentage.

b. Age:Age is the major influencing parameter for consumers preference for any products.

The young age group is much more ready to try new products rather than the older age

group which stick to their brand more.


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Hence from organizations point of view study of consumers age is necessary to

understand their habits and way of presuming things or brands.

The above table indicates that majority of the respondents were falling in the age

group of 26 to 40 yrs (42 %) which is followed by41 to 55 yrs age group which constitute

about 34 per cent respondents. This indicates that majority of the respondents were falling

in young and middle age groups.

c. Education:Consumers educational level has a major role in his decision making process. The

consumers preference for different attributes, awareness about the products and its

features, its importance in diet greatly depends on the education he or she has taken.

The Table 3.1 depicted that about 38 per cent of the respondents were having

graduation while 34 per cent wee post graduated. This shows that the overall education

level of the sample respondents were high.

d. Occupation:Persons occupation is deciding the consumption pattern. The time constraint is

now a major factor as lifestyle has changed to adjust in todays fast moving world. The

study revealed that 62 per cent of the respondents were in service and 12 per cent were

having their own business. About 12 per cent of women were house wife.

e. Family annual income level:

Chart 3.1 Income levels of sample respondents


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The income level of the respondents helps to decide the purchasing power of the

family. People having more income are having higher purchasing power and may go for

high price quality products especially in case of essential commodities.

From the Chart 3.1, about 26 per cent of the respondents were having annual

income of more than four lakh rupees followed by one to two lakh (24%) and two to four

lakh income group (22%).

3.3 Brand Awareness for Venkys Frozen Chicken.

The American marketing association defines a brand as a name, term, sign,

symbol, or design, or combination of them, intended to identify the goods or services of

one seller or group of sellers and to differentiate them from those of competitors. While

brand awareness is costumers ability to identify the brand under different conditions, as

reflected by their brand recognition or recall performance.

Brand awareness is nothing but the extent of knowledge about any particular brand in

the mind of consumers. It is a marketing concept that enables marketers to quantify levels

and trends in consumer knowledge and awareness of a brand's existence. At the aggregate

(brand) level, it refers to the proportion of consumers who know of the brand.

3.3.1 Awareness about Venkys frozen chicken

Chart 3.2 Awareness about Venkys frozen product


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Venkys is a famous brand in processed chicken products over many years which

have resulted in a good awareness about the brand in the consumers mind. Out of 50

surveyed respondents about 88 per cent of them were aware about the product range in

frozen chicken segment of Venkys. This shows that it has a good awareness in the

consumers mind.

3.3.2 Brand preference in frozen chicken segment

Chart 3.3 Brand preferences by respondents

The above chart shows that 30 of 50 consumers preferred Venkys i.e. 60 per cent

prefer Venkys products. The large share indicates that consumers are well acquainted with

the brand and trust it for consumption. It is followed by Real Good (22%) and Baramati

agro by 18 per cent of consumers.

3.3.3 Years of purchasing Venkys frozen chicken productsThe brand awareness can be judge by the extent of period for which consumers

prefer to purchase the products. The study was conducted in accordance to it which has

resulted that 14 out of 30 consumers ofVenkys were purchasing the products from more

than two years followed by 9 consumers purchasing from a period of one to two years.


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Chart 3.4 Years of Purchasing Venkys frozen products.

This resulted that consumers were quite aware about the brand and majority of

them were the actual users of that over many years.

3.3.4 Level of Satisfaction for quality and availability of Venkys frozen chicken

Chart 3.5 Level of satisfaction for Venkys.


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In general, if costumer is satisfied with the product then he continues to purchase

product of same brand name and if he is not satisfied with product he will change the brand

of product. So it is important to find out the satisfaction level of costumers. The Chart 3.5,

of the 30 sample consumers, 14 were very satisfied for its quality parameter while 9 were

somewhat satisfied. Only 5 of them were dissatisfied over the product quality and

availability. This indicates that about 76 per cent of people are satisfied over the brand.

3.3.5 Source of product promotion

Chart 3.6 Source of product promotion for Venkys.

The source of information helps any brand to penetrate their product in consumers

mind by creating its image. There are various sources of information for Venkys products

also which were analyzed in the study and it depicted that about 13 of 30 consumers

responded that mouth publicity or friends and relatives were the most influential media of

promoting the Venkys products. It is followed by advertisement (23 %), Magazines and

displays in malls (13 %).

This indicates that more than the imaginary things depicted in advertisements and

malls the people have tendency to believe opinion of those relatives and friends who are

the actual users.


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3.3.6 Consumers preference for different Venkys products.

Venkys offers a wide range of products in frozen chicken segment. The study was

undertaken to understand the consumers preference towards these different products and

their frequency for purchasing it.

For study purpose the four major products were analyzed which are as follows.

Pre cut chicken.

Boneless Chicken.

Chicken Leg piece.

Chicken wings.

a. Pre cut chicken:It is available in two sizes i.e. one kg pack and half kg pack. The consumers study

revealed that one kg pack is mostly preferred and purchased on a weekly basis while, half

kg pack is purchased once in fortnight. The majority of people preferred Sunday for

purchasing a one kg pack while half kg packs was in demand for weekdays.

Chart 3.7 Frequency of purchasing One kg pack


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From 30 consumers for Venkys one kg pre cut chicken pack 21 customers

purchase it on weekly basis followed by 7 customers who purchase it once in a fortnight

period. This shows that one kg pack is in demand by the consumers and supply should be

managed in accordance to it.

Chart 3.8Frequency of purchasing half kg pack

The Chart 3.8 depicts that half kg pack of pre cut chicken of Venkys is purchased

mostly on fortnight period as 18 of the 30 consumers were falling in this category. Only 9

of 30 consumers were purchasing half kg pack once in a week. The reason for this can be

attributed to smaller family size.

b. Boneless chicken:Boneless chicken pack is also made available in the market by Venkys. It is

somewhat expensive and mainly used for the purpose of special dishes such as butter

chicken and chicken curries as well as for kabab purpose. So it is generally purchased once

in a month at a special occasion or on a family function.

The chart 3.9 indicates that 16 of 30 consumers prefers to buy boneless chicken

pack once a month while 37 per cent of the consumers purchase once in fortnight mainly


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because of their liking for boneless chicken. They prefer to eat boneless chicken rather

than normal chicken with bones.

Chart 3.9Frequency of purchasing boneless chicken pack

c. Chicken leg piece pack:This is also a costly product which is mainly used for the special dishes such as

fried chicken. It is a favorite dish for the children and mainly consumed by them. It is very

juicy and tender.


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In Chart 3.10, it is depicted that 14 of 30 consumers i.e. almost 47 per cent of the

consumers prefers to buy chicken legs once in a fortnight. The Venkys pack contains 5

pieces in a pack. About 40 per cent of the consumers purchase it once in a month.

Chart 3.10Frequency of purchasing leg piece pack

d. Chicken wings.It is a new product introduced by Venkys giving a new delight for the chicken

lovers. The product is not that much consumed regularly by the consumers but once in a

month it is purchased by the sample consumers.


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Chart 3.11Frequency of purchasing chicken wings pack

The Chart 3.11 represents the frequency of consuming chicken wings pack where,

15 out of 30 i.e. 50 per cent of the consumer purchase it once a month followed by 12

customers who purchase it once in fortnight. This indicates that the product is not in much

demand and consumed at a monthly interval.

3.4 Consumers Perception towards Venkys Frozen Chicken.

It is necessary to study the perception of the consumers towards any product to

better understand the factors that governs the purchasing behaviour. The organization has

to focus on these aspects to promote their products in an efficient way in the market as well

as in consumers mind. The company can overcome the lacunae which are perceived by

the consumers about those products to have better performance for the product.

3.4.1 Reasons for purchasing frozen chicken

It is necessary to study the reasons behind purchasing frozen packed chicken as in

recent years the trend has been seen that people prefer to buy it instead of going towards

the chicken shops where live chicken is sold. The following Chart 3.12 represents the

reasons which can be attributed to purchase of frozen raw chicken by the consumers. The

all 50 sample respondents were surveyed for this purpose in order to find out the reasons.


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Chart 3.12Reasons attributed for purchase of raw frozen chicken

The Chart 3.12 shows that the major reason behind purchasing frozen chicken pack

is the time saving. Lifestyle of people has now been changed and people are having time

constraints. The time required for purchasing chicken from shops is more and thus people

are attracted towards frozen chicken packs. The next best reason is attributed as hygiene aspeople are now health conscious about their food habits and thus 17 of the 50 consumers

prefer to purchase it because they are hygienic as it is packed aseptically with proper

precautions. It is followed by affordability and taste.

3.4.2 Factors influencing consumers perception towards frozen raw chicken.

In any consumer study, it is necessary to understand the various factors which the

customers take into consideration while purchasing any brand. In case of food products it

is very necessary to understand consumers psychology to promote their product in the

market. The study was undertaken with this point of view and various factors were

analyzed in order to know the preference of different attributes which they consider before

making purchase decision.

The factors like quality, taste, brand name, hygiene, cost and availability was taken

under study to determine the most preferred factor. The score card method was used and

consumers were told to rate the each factor according to their preference. Four categories

were decided viz Very important, important, normal and least important and scores were

assigned to each category.


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Table 3.2. Factors influencing consumers perception towards frozen chicken

(N= 50)

Attribute Very

Important(4)

Important

(3)

Normal

(2)

Least

Important(1)

Total Rank

Quality 136 30 10 1 177 1

Taste 120 33 14 2 169 3

Brand Name 72 33 30 6 141 6

Hygiene 132 36 4 3 175 2

Cost 84 63 12 2 161 4

Availability 68 63 16 4 151 5

Table 3.2 revealed that consumer gives more preference to quality factor amongst

several others while purchasing frozen raw chicken. It got total 177 score followed by

hygiene and taste for the products. Consumers are very cautious in case of food products

and hence they give more preference to these factors which directly governs the selection

of any brand from those who are having product range in the frozen chicken segment.

Several consumers are cost cautious also which looks for cost factor in selecting their

brand.

3.4.3 Attribute study for Venkys frozen chicken products.

The consumers of Venkys products are exhausted for the study of attributes for

Venkys products. The several attributes like quality, taste, cost, packaging, availability etc

for Venkys were studied for this purpose. The consumers were given score cards for the

different attributes in their questionnaire.

1.

QualityThe quality of the product is an important attribute as in case of food products it is very

essential to maintain the quality as it is directly use for consumption purpose. The quality

of Venkys products is well known as brand itself can be synonym with the word quality.

Venkys is giving the consumers a quality product always. The process of preparation is

very aseptic and carried out with high quality standards. This was also resulted from the

score card for quality attribute. Table 3.3 informs about rating for quality of Venkys

products.


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Table 3.3 Rating for Quality attribute of Venkys (N = 30)

Parameter Rating

(X)

Consumer Preference

(f)

Fx Percentage Rank

Excellent 4 17 68 64.76 1

Good 3 11 33 31.43 2

Average 2 2 4 3.81 3

Poor 1 0 0 0.00 4

Total 30 105 100

Consumers give excellent rank for the quality of the Venkys products as 64.76 percent marks was secured by the excellent rating followed by good (31.43 %). This shows

that Venkys products have excellent quality.

2. Taste

In consumer food products, people prefer to buy those products only which meet

their taste likings. Taste varies from person to person and hence it is difficult to have a

common taste. So it is necessary to study this attribute in order to study the product taste

perceived by the consumers.

Table 3.4 Rating for Taste attribute of Venkys (N = 30)

Parameter Rating

(X)

Consumer Preference

(f)

Fx Percentage Rank

Excellent 4 11 44 46.81 1

Good 3 14 42 44.68 2

Average 2 3 6 6.38 3

Poor 1 2

2

2.13

4

Total 30 94 100

Table 3.4 shows that consumers have given 46.81 percentages to the excellent rating

for taste of Venkys products followed by 44.68 percentage for good rating. This clarifies

that consumers are satisfied over taste of Venkys products.


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3. Cost

The cost of Venkys products is higher in the markets as compared to other brands.

The reason can be attributed as its high standards of quality and hygiene. Cost is analyzed

by following attribute study using different rating. The following table depicts the results

obtained by using score card method.

Table 3.5 Rating for cost attribute of Venkys (N = 30)

Parameter Rating

(X)

Consumer Preference

(f)

Fx Percentage Rank

Expensive 3 10 30 45.45 2

Medium 2 16 32 48.48 1Affordable 1 4 4 6.07 3

Total 30 66 100

Table 3.5 shows that consumers think that cost of Venkys products is medium as

compared with its packaging given. About 48.48 percentage score was assigned to medium

rating. While 10 of 30 consumers thinks that cost of product is expensive.

4. Packaging

The packaging of food products helps to maintain its quality and hygiene. Venkys is

having sealed packing for its products. Some of the products are even double packed with

high quality polythene which is approved for use in food industry.

Table 3.6Rating for Packaging attribute of Venkys (N = 30)

Parameter Rating

(X)

Consumer Preference

(f)

Fx Percentage Rank

Excellent 4 15 60 60.00 1

Good 3 11 33 33.00 2

Average 2 3 6 6.00 3

Poor 1 1 1 1 4

Total 30 100 100

The consumers of Venkys have rated the packaging of its products as excellent as

about 60 percentage is given to this rating which is followed by good rating. This showsthat the packaging of the products is quite good and as per the expectation of consumers.


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5. Availability

The consumers prefer certain brand because they are satisfied over its quality and

taste. Hence availability of that product is very much important as consumers gets

disappointed due to frequent unavailability of product. The following table shows the

consumers rating for availability of products.

Table 3.7Rating for Availability attribute of Venkys (N = 30)

Parameter Rating

(X)

Consumer Preference

(f)

Fx Percentage Rank

Always available 4 8 32 36.79 2

Frequently available 3 13 39 44.83 1Frequently unavailable 2 7 14 16.09 3

Not available 1 2 2 2.29 4

Total 30 87 100

The Table 3.7 shows that consumer thinks that the products of Venkys are frequently

available in the market as 13 of 30 consumers have experienced it. This indicates that

availability is not matching with the product demand. Consumers may not get their desired

pack of product at the time of purchase.

3.4.4 Consumers loyalty towards Venkys products.

The loyalty of consumers is an important parameter for any business organization

to study their products position in the consumers mind. The various factors govern the

loyalty of the customers such as satisfaction level, pricing of products, its availability and

quality etc.

In order to judge the consumers loyalty the study was undertaken based on their

decision making in case of availability of the products of Venkys. They were asked their

opinion in case of unavailability situation and their responses were categories into three

parameters. The results were represented in the following chart 3.13 the study revealed that

consumers were ready to search in another shop for their desired products in case of

unavailability. Certain consumers were ready to wait for the day or so especially during

weekdays but they were loyal to their brand i.e. Venkys only. This is because of excellent

quality and taste given by products.


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Chart 3.13Consumers loyalty for Venkys

About 40 percent of the respondents were ready to postpone their purchase by a day or

so while 33 per cent of the respondents were ready to search the same product in nearby

shops. The remaining 27 per cent consumers are having tendency to switch over the brands

in case of unavailability.

3.4.5 Brand suggestion to others

The people have tendency to make the publicity of any brand to their friends and

relatives. They always suggest the brands which they are using to others. People get

influenced by such mouth publicity.

Chart 3.14Brand suggestions to relatives.

0

2

4

6

8

10

12

14

Definitely Yes Probably yes May or may not be

Brand Suggestion N = 30


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This chart 3.13 indicates that 14 of 30 consumers were of opinion that they will

suggest the product to their friends and relatives while 12 of them ready to suggest the

product probably.

Chi square analysis:

1. Income level and importance of quality factor

Alternate hypothesis: Income level signifies preference for quality factor while

purchasing frozen packed chicken.

Null hypothesis: Income level has no significance over preference for quality factor.

Table 3.8 Income level over importance for quality factor

Income level of

respondents

Importance for Quality factor

TotalVery

ImportantImportant Normal

Least

Important

Up to one lakh 3 1 1 0 5

One to two lakh 7 3 2 0 12

Two to four lakh 8 1 1 1 11

Four lakh n above 10 2 1 0 13

None 6 3 0 0 9

Total 34 10 5 1 50

Formulae:

Cal. X2 = (O-E)2

EE = RT * CT

NWhere RT = row total

CT = Column total

N = No of observations

Degree of freedom: (r-1) (c-1)

= (5-1) (4-1)

d(f) = 12

Level of significance is 0.05 per cent


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Calculation

Table 3.9 Calculations for Cal X2

O E (O-E)2 (O-E)2/E

3 3.4 0.16 0.05

7 8.16 1.35 0.16

8 7.48 0.27 0.04

10 8.84 1.35 0.15

6 6.12 0.01 0.00

1 1 0.00 0.00

3 2.4 0.36 0.15

1 2.2 1.44 0.65

2 2.6 0.36 0.14

3 1.8 1.44 0.80

1 0.5 0.25 0.50

2 1.2 0.64 0.53

1 1.1 0.01 0.01

1 1.3 0.09 0.07

0 0.9 0.81 0.90

0 0.1 0.01 0.10

0 0.24 0.06 0.24

1 0.22 0.61 2.77

0 0.26 0.07 0.26

0 0.18 0.03 0.18

Total 7.70

Cal X2 = 7.70

Tab X2 = 21.02

Interpretation:

As Cal X2 is less than Tab X2 thus alternate hypothesis is rejected and null hypothesis is

accepted. Thus it indicates that income level of consumer has no significance over the

importance for quality factor while purchasing products.


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2. Level of satisfaction and consumers loyalty

Alternate hypothesis:Level of satisfaction signifies consumers loyalty for the product.

Null hypothesis: Consumers satisfaction level has no influence over customers loyalty

towards that brand or product.

Table 3.10 Level of satisfaction over consumers loyalty

Level of satisfaction for Venkys

Purchase Decision in case of Unavailability

TotalPostpone

purchase

decision

Go in another

shop for

purchase

Switch over to

other brands

Very Satisfied 9 4 1 14

Somewhat satisfied 2 5 2 9

Somewhat dissatisfied 1 0 4 5

Neither satisfied nor dissatisfied 0 1 1 2

Total 12 10 8 30

Formulae:

Cal. X

2

= (O-E)2EE = RT * CT

N

Where RT = row total

CT = Column total

N = No of observations

Degree of freedom: (r-1) (c-1)

= (4-1) (3-1)

d(f) = 6

Level of significance is 0.05 per cent


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Table 3.11 Calculations for Cal X2

O E (O-E)2

(O-E)2/E

9 5.6 11.56 2.06

2 3.6 2.56 0.71

1 2 1.00 0.50

0 0.8 0.64 0.80

4 4.66 0.44 0.09

5 3 4.00 1.33

0 1.66 2.76 1.66

1 0.66 0.12 0.18

1 3.73 7.45 2.00

2 2.4 0.16 0.07

4 1.33 7.13 5.36

1 0.53 0.22 0.42

Total 15.18

Cal X2 = 15.18

Tab X2 = 12.5

Interpretation:

As Cal X2 is more than Tab X2 thus alternate hypothesis is accepted and null hypothesis

is rejected. Thus it indicates that level of satisfaction signifies consumers loyalty for the

brand.

3.5 Major Competitors for Venkys in Frozen Chicken Segment.

Venkys is the first national brand in the frozen and processed chicken segment. In

recent years with due course of time many brands have entered into this segment by

considering its potential. Thus it is necessary to understand the competitors and compare it

with the Venkys.

3.5.1 Reasons for preferring other brands

It is necessary to find out the reasons behind purchasing other brands than Venkys

in order to find out the lacunae in the product. Theses might be the causes of customers

dissatisfaction and need to be overcome quickly in order to maintain its market share in the

market.


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Chart 3.15Reasons for purchasing other brands.

The Chart 3.15 shows that about 45 per cent of the consumers prefer other brand due to

frequent unavailability of the products of Venkys. These can be relating with those

unsatisfied customers who are not loyal to the brands and in case of unavailability the

changeover to another brands. About 35 per cent of the respondents find that price of

Venkys is higher and thus they prefer to buy the other brands as they may be cautious for

money.

3.5.2 Real Good chicken brand by Godrej Agrovet

Godrej Agrovet Limited (GAVL) is a diversified agribusiness company dedicated

to improving the productivity of Indian farmers by innovating products and services that

sustainably increase crop and livestock yields. With FY2009-10 sales of Rs 1576 crore,

GAVL has interests in animal feed, oil palm plantations, agri-inputs and poultry. The

Animal Feed business is Indias largest, producing over 730,000 tons annually of high-

quality feed and cutting-edge nutrition products for dairy cattle, poultry & aquaculture.

GAVL has also entered Bangladesh through a JV with the ACI Group, where it is rapidly

becoming a key player in animal feed and poultry breeding The Poultry business, best

known for the Real Good Chicken and Yummiez brands, is now a JV with Tyson Foods

and has 20% market share in processed poultry. Godrej Agrovet has 45 manufacturing

facilities across India, a network of about 10,000 rural distributors/dealers, and over 1900

employees.


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About Real Good

They focus on serving the growing demand for quality poultry in India with

processed chicken, value added chicken products and to complement these, a very strong

vegetarian range. The best sales and distribution network in the industry. This is the core

strength and thus they promise to serve better to their customers. . Godrej Agrovet is the

first company to market fresh chilled chicken in India. Food innovations are based on

consumer insights combined with food manufacturing expertise to develop great tasting

chicken and vegetarian products. They are having state-of-the-art, HACCP certified,

processing plants in Bangalore & Mumbai. All processes are supervised by trained food

technologists. 100% safe and guaranteed wholesome products are what consumer should

expect from Godrej Tyson foods. They follow the industry best food safety standards,

tracking, research & technology.

Curry cut pack Main pack Portion pack

Chicken Breast Drumsticks Leg piece

Lollypop Whole chicken Whole cut pieces


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3.5.3 Baramati Agro Ltd

Baramati Agro is a 20 year young diversified agro-business company with head

office based in Baramati, Maharashtra, India. Traditionally their main business focus is the

poultry sector and now slowly they have diversified and grown in Animal feed, Chicken

processing, Sugar, Distillery, Power and other agriculture related business.

The business was set up in 1988. They are now leading supplier of COBB Chicken, a

worldwide renowned brand for taste and tenderness. The company has a huge range in

chicken from whole, precut to boneless to Lollypop, Drumstick. Supply to institutional

clients and brands like Spencers, Delight, Hyatt, to name a few. The company have also

been successful in rolling out brands in sausages and salami range

Poultry growing

BAL have their own parent farm; hatchery, feed mill and Processing plant thus

facilitating quality control of the poultry even before the product is born. The company

ensures usage of top of the line raw materials. The finished product is tested for

homogeneity & performance.Four to six weeks after arriving on the farms the chickens

are ready to head to a processing facility, where the standards of quality continue.

The parent stock of our birds comes from grandparent stock produced over many

generations from suppliers such as Cobb Vantress. The modern chicken is much different

from the birds of just a couple of decades ago. Breeders have been able to choose traits that

fit our customers needs better. These traits are then passed on to later generations. On

chicken farms, bio-security standards are very strict to prevent the possible spread of avian

diseases. Special rules and precautions apply to visitors who might have been to other

farms and who may carry disease from other flocks. At Baramati Agro Ltd., they work

with farmers (independent contract growers) to raise the birds that go into their own

products and that are sold as live birds. Approximately 500 farmers benefit from thisworking relationship. Growing chicken is a stable source of income for farmers that would

otherwise have to depend only on the financial ups and downs and unpredictability of other

crops. BAL birds are raised in large and small houses that are designed to keep the birds as

comfortable as possible and the birds are not caged. They supply biologically controlled

feed. The company take birds well being very seriously and it is giving strict instructions to

ensure birds are handled in a humane manner.


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Chicken processing

Being a completely integrated poultry group, we have strict control over sourcing

of live birds to be processed and the technically trained staff plays a key role in

maintaining a hygienic environment. They have ISO 22000:2005 (Food Safety

Management System) & Ministry of Food Processing Industry A category license no.

477 certified plant assures quality conscious consumers Buy clean and safe product.

The product is observing scientifically accepted Halal method of slaughtering, which

ensures quality control of the finished product and also for certain customers who

specifically demand for non Halal they do cater to their demand also.

The company use environmental friendly resources like solar energy, natural water

reservoir etc to operate our undertaking. Disposals are taken care by ETP (Effluent

Treatment Plant).

Product range of Baramati Agro Ltd.


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3.5.4 Price comparison amongst different brands

There are now many brands in the field of processed chicken and frozen packed

chicken. Each brand is having their own characteristics. The prices of each brand are

different depending upon their cost of production and technology used. The following

Table 3.12 gives the price comparison for the major brands in the frozen chicken segment.

Table 3.12 Price comparison amongst different brands.

Product Venkys Real Good

Baramati

Agro

Pre cut chicken

a. 1 Kg pack

b. Half Kg pack

155

85

135

70

145

75

Boneless Chicken 135 140 145

Leg piece 186 (5 Nos.) 175 75(2 Nos.)

Chicken Drumsticks 95 85 80

The table shows that prices of Venkys products are somewhat costlier than the

remaining brands. This is mainly due to its higher quality and high standards of hygiene.

Though situation is like this, many consumers prefer to buy Venkys products who give

more importance to quality rather than price of the products.

3.6 Findings16 Of the 50 sample consumers, 58 per cent were male and about 62 per cent were in

service.

17 Out of 50 respondents, majority i.e. 30 preferred Venkys followed by Real good (11)

and Baramati Agro (9).

18 In the studied sample awareness for Venkys were good (88%) and about 50 per cent

of them were using the brand for more than 2 years.


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19 About 46 per cent of the consumers were very satisfied with the Venkys followed by

30 per cent for satisfaction while 16 percent were unhappy with the brand.

20 Mouth publicity by relatives and Friends were found to be most influencing media of

information for Venkys followed by Advertisements and malls display.

21 Quality was given the first preference followed by Hygiene and taste by the

consumers while purchasing raw chicken.

22 Frequency of purchasing one Kg pre cut packs was on weekly basis while half kg

pack, Leg piece packs were tend to be purchased over fortnight period.

23 Boneless pack and Chicken wings and other products were purchased once in a

month.

24

Consumers of Venkys found that Quality, Taste and Packaging of Venkys were

excellent while Cost was medium as compared to the other brands and availability

was ranked as frequently available.

25 About 40 per cent of the consumers were found to be loyal as they were ready to

postpone their purchase in case of unavailability while 33 per cent were brand

switchers.

26 Of the 30 customers of Venkys 14 would definitely recommend the brand to their

relatives while 6 were doubtful.

27 Chi square analysis revealed that

Income level has no significance over quality preferred while purchasing raw

chicken.

The satisfaction level affects the consumers loyalty towards brands.

28 The unavailability of Venkys followed by higher price is the main reason for

preferring other brands by the consumers.

29

Real Good and Baramati Agro are the major competitors for Venkys in frozenchicken segment.

30 Price of Venkys frozen chicken products were found to be somewhat higher than

other brands.

3.7 Conclusions9 Venkys products were mostly preferred by consumers engaged in service and

demanding quality produce. The major reason is the shortage of time and increasing

trend of consuming hygienically processed foods by the people.


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10 Consumers satisfaction level for Venkys was good because of its quality and taste.

11 One Kg pre cut chicken were frequently purchased by the consumers followed by

boneless pack and leg piece pack. Other products are consumed once in a month as

they are used in special dishes only.

12 Loyalty amongst consumers for Venkys was found to be good but dissatisfied

consumers switch the brands due to unavailability of the products.

13 While purchasing the product especially in frozen chicken the consumers gives more

preference to quality, hygiene than other attributes.

14 Venkys products were appraised for their quality, taste and packaging. Some of the

customers also point out the unavailability of the products which is a matter of

concern from organizations point of view.

15 Real good is the major competitor as they have entered in processed chicken segment

also. Baramati agro and other brands are also having a good share in the processed

chicken segment.

16 Prices of Venkys were slightly higher than the other brands due to its high standards

of quality and brand name.

3.8 Suggestions5. Venkys should target working class consumers as they are the major customers for

frozen packed chicken segment.

6. There should be synergy between price and quality supplied as other brands have low

prices. The company can introduce new packages which can satisfy the needs of small

family. The price can be kept in accordance to package sizes.

7. Venkys should concentrate more on quality, taste and hygiene as these attributes

were influential in purchase decision. The compromise with quality and hygiene may

hamper the companys market share.

8. Venkys should focus on making their products available on time. The frequent

unavailability may result into loss of valuable customers thus proper distribution of

products mainly pre cut chicken packs should be done.

**********************


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REFERANCES


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REFERENCEKotler P. and Kevin L. 2009. Marketing Management. Book published by Prentice Hall

of India Private Limited, M97, Conaught circus, New Delhi110001. ISBN978-81-

203-3570-7. Chapter 10. Pages 279 to 287

Other Websites explored for scanning the literature

www.faostat.com

www.venkys.com

Wikipedia

www.flickr.com


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APPENDIX


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APPENDIXI

CONSUMERS BEHAVIOUR TOWARDS VENKYS FROZEN RAW

CHICKEN

Questionnaire for sample respondents in Pune city

Personal profile

A. Name :

B Age :

C Address:

D. Contact Number:

E. Gender : Male Female

F. Education:

Upto HSC

Graduation

Post Graduation

Professional

G. Occupation:

Business Service

Housewife Student

H. Family Annual Income:

None Less than One Lakh

One to two lakhs Two to four Lakh

Four lakhs and above

Q.1. Do you purchase frozen raw chicken?Yes No

Q.2. Why you purchase frozen raw chicken?

Time saving Hygiene

Affordability Taste

Q 3. Rank the following attributes according to your preference while purchasing frozen

raw chicken

Attribute Very Important Important Normal Least Important


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Quality

Taste

Brand Name

Hygiene

Cost

Availability

Q4. Do youpurchase Venkys frozen raw chicken?

Yes No

If answer of Q4 is Yes, then give the following answers

A. From when you are purchasing Venkys frozen raw chicken? _____ Months / Years

B. What is the level of satisfaction?

Very satisfied somewhat dissatisfied

Somewhat Satisfied Cant say

C. How you come to know about Venkys?

Malls Magazine

Friends & relative recommendation Advertisement

. T.V

D. Frequency of purchasing products of Venkys raw frozen chicken?

Product name Once in a week Once in fortnight Once in a month

One kg pre cut chicken

Half kg pre cut chicken

Boneless chicken

Leg piece chicken

Chicken wings

E. Do you suggest Venkys product to your friends & relatives?

Definitely Yes Probably yes May or may not be

F. If other brand of same product of same quality & price is available in market, would

you purchase that brand of fast food instead of Venkeys product?

Yes NoG. In case of unavailability what will be your decision?


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Postpone purchase Search in another shop Change the

brand

H. How will you rate Venkys products for following attributes?

Attribute Excellent Good Average Poor

Quality

Taste

Packaging

I. How you will rate the cost of Venkys products?

Expensive Medium Affordable

J. How you find the availability of Venkys?

Always available frequently available

Frequently unavailable Not available

Q.5. If answer of Q.4 is No, then give the following answers

A. Are you aware of Venkys?

Yes No

B. Why dont you purchase Venkys product?

Quality factor Not easily available High price

C. Which brand do you purchase?

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