EXECUTIVE SUMMARY

EXECUTIVE SUMMARY

The concept of brands has become very famous amongst people and they require the

products or services of a renowned brand. If you actually need to make your services or products

to gain the category of brands, you need to make them accessible to people in such way that they

start recognizing your brand name by the products or services you offer. It makes your brand to

gain popularity and streamline the processes of sales in a well defined manner. Brand positioning

in simple words means to position your brand or some important products of your company to

make it more presentable and known to the customers. Brand positioning will help to know

sufficiently judge the way customers judge your product in comparison with other very

competitive brands available with the same products or services.

Nirapara is mainly involved in the manufacturing and exporting of quality products.it is

important for Nirapara to keep loyal customers to their group. As Nirapara is dealing with family

oriented items.its necessary to have loyal customers.It sells its products in Indian markets

through its distributors spread all over the country and also international markets too.

INTRODUCTION

INTRODUCTION:

Marketing is used to identify the customer, to keep the customer, and to satisfy the customer. With the

customer as the focus of its activities. Marketing is the core of the economy and it is surrounded by

finance, production, logistics and other functions. A sound marketing system is always responsive to the

consumer and the society for goods and services, efficiency and lower cost.

Marketing is defined by the American Marketing Association (AMA) as "the activity, set of

institutions, and processes for creating, communicating, delivering, and exchanging offerings that have

value for customers, clients, partners, and society at large.

The steps in marketing process

There is an approach to marketing called the Customer As Monarch or Marketing Concept,it is

still a good guide to managing activities. The marketing concept saying a bit ,and be represented

bt an approach of “ find a need,fill it profitably and more effectively than the competition.

The ‘Customer As Monarch’ and’ marketing concept’ are related to the seven step marketing

process

Understand the market wants/needs of interest.

Based on the relative size and needs of the market, select certain segments of the market

that are of the most interest to you and your organization.

Thoroughly describe these segments based on their individual needs.

Create a product or service that will meet the specific needs identified.

Communicate the concept of the product or service to the targeted customer in a way that

makes sense to the customer.

Deliver the product or service to the targeted customer ina way that will be convenient to

the customer.

Solicit feedback from the customer about how your product or service could be

improved to meet the customers need even better.

BUYER BEHAVIOR

The decision process and acts of people involved in buying and using products. How

does the buyer make purchasing decision? What factors influence consumer purchase?

Need to analyze buying behavior:

Need to analyze buying behavior What, Where, When & How- marketing mix. Helps predict

how consumers will respond to marketing strategies.

Types of consumer behavior:

Routine Response / Programmed Behavior: Routine response / programmed behavior

frequently purchased low cost items. Low involvement required. Little search and decision effort

purchased almost automatically.

Limited Decision Making: when information is needed for a familiar brand in a familiar product

category. It requires a moderate amount of time for information gathering, loyalty to a brand.

Extensive Decision Making:Extensive Decision Making complex process requires high

involvement unfamiliar, expensive, infrequently bought products. Lot of time seeking

information and deciding.

Impulse Buying: Impulse buying basis –purchase of the same product does not always elicit the

same buying behavior reason determines the extent of decision-making.

STAGES OF THE CONSUMER BUYING PROCESS

Consumer behavior is the study of how people buy, what they buy, when they buy and

why they buy. It attempts to understand the buyer decision making process, both individually and

in groups. It studies characteristics of individual consumers such as demographics,

psychographics, and behavioral variables in an attempt to understand people’s wants.

Problem Recognition:

Difference between the desired state and the actual condition.

Information Search:

Internal Search: - Memory External Search:- friends and relatives. A successful

information search leaves a buyer with possible alternatives, the evoked set.

Evaluation Of Alternatives:

Need to establish the criteria for evaluation, features the buyer wants or does not want.

Purchase Decision:

Choosing buying alternatives includes product, package, store, method of purchase etc.

Purchase:

May differ from decision, time lapse between purchase decision and the actual purchase,

product availability.

Post Purchase Evaluation:

It is the outcome satisfaction or dissatisfaction. This can be reduced by warranties, after

sales communications.

Meaning and Definition of Retailer.

The word retailer has been derived from the French word "Retail" which means to sell in small

quantities, rather than in gross. A retailer is a person who purchases a variety of goods in small

quantities from different wholesalers and sell them to the ultimate consumer. He is the last link

in the chain of distribution from the producer to the consumer.

Characteristics

The followings are some of the essential characteristics of a retailer:

He is regarded as the last link in the chain of distribution.

He purchases goods in large quantities from the wholesaler and sell in small quantity to

the consumer.

He deals in general products or a variety of merchandise.

He develops personal contact with the consumer.

He aims at providing maximum satisfaction to the consumer.

He has a limited sphere in the market.

Functions

Retailers perform a number of functions. These are:

The retailer buys a variety of products from the wholesaler or a number of wholesalers.

He thus performs two functions like buying of goods and assembling of goods.

The retailer performs storing function by stocking the goods for a consumer.

He develops personal contact with the consumers and gives them goods on credit.

He bears the risks in connection with Physical Spoilage of goods and fall in price.

Besides he bears risks on account of fire, theft, deterioration in the quality and spoilage of

goods.

He resorts to standardization and grading of goods in such a way that these are accepted 

by the customers.

He makes arrangement for delivery of goods and supply valuable market information to

both wholesaler and the consumer.

Service of a Retailer

A retailer provides a number of services to the customer.

To Customers:

1. He provides ready stock of goods and as such he sells and quantity of goods desired by

the customers.

2. He keeps a large variety of goods produced by different producers and thereby ensures a

wide variety of choice to the customers.

3. He relives the consumers of maintaining large quantity of goods for future period because

he himself holds large stock of goods.

4. He develops personal relationship with the customers by giving them credit.

5. he provides free-home delivery service to the customers.

6. He informs the new product to the customers.

He makes arrangement for replacement of goods when he receives complaints.

From the customer point of view, the retailer serves him by providing the goods that he needs in

the required assortment, at the required place and time.

1. Arranging Assortment: manufacturers usually make one or a variety of products and would

like to sell their entire inventory to few buyers to reduce costs. Final consumers, in contrast

prefer a large variety of goods and services to choose from and usually buy them in small units.

 

2. Breaking Bulk: to reduce transportation costs, manufacturer and wholesalers typically ship

large cartons of the products, which are then tailored by the retailers into smaller quantities to

meet individual consumption needs 

3. Holding stock: Retailers maintain an inventory that allows for instant availability of the

product to the consumers. It helps to keep prices stable and enables the manufacture to regulate

production. 

4. Promotional support: small manufacturers can use retailers to provide assistance with

transport, storage, advertising, and pre- payment of merchandise.

The Retailer also serves the manufacturers by

1. Accomplishing the function of distributing the goods to the end users 

2. Creating and managing a channel of information from manufacturer to the consumer

3. Act as a final link in the distribution chain 

4. Recommending products where brand loyalty is not strong or for unbranded products.

Brand

The American Marketing Association (AMA) defines a brand as a "name, term, sign, symbol or

design, or a combination of them intended to identify the goods and services of one seller or

group of sellers and to differentiate them from those of other sellers.

Therefore it makes sense to understand that branding is not about getting your target market to

choose you over the competition, but it is about getting your prospects to see you as the only one

that provides a solution to their problem.

The objectives that a good brand will achieve include:

Delivers the message clearly

Confirms your credibility

Connects your target prospects emotionally

Motivates the buyer

Concretes User Loyalty

To succeed in branding you must understand the needs and wants of your customers and

prospects. You do this by integrating your brand strategies through your company at every point

of public contact.

Positioning

In marketing, positioning has come to mean the process by which marketers try to create an

image or identity in the minds of their target market for its product, brand, or

organization.Positioning is how a product appears in relation to other products in the market

Product positioning process

Generally, the product positioning process involves:

1. Defining the market in which the product or brand will compete (who the relevant buyers

are)

2. Identifying the attributes (also called dimensions) that define the product 'space'

3. Collecting information from a sample of customers about their perceptions of each

product on the relevant attributes

4. Determine each product's share of mind.

5. Determine each product's current location in the product space

6. Determine the target market's preferred combination of attributes.

7. Examine the fit between:

o The position of your product

o The position of the ideal vector

8. Position.

Brand positioning refers to “target consumer’s” reason to buy your brand in preference to

others. It is ensures that all brand activity has a common aim; is guided, directed and delivered

by the brand’s benefits/reasons to buy; and it focusses at all points of contact with the consumer.

Brand positioning must make sure that:

Is it unique/distinctive vs. competitors ?

Is it significant and encouraging to the niche market ?

Is it appropriate to all major geographic markets and businesses ?

Is the proposition validated with unique, appropriate and original products ?

Is it sustainable - can it be delivered constantly across all points of contact with the

consumer ?

Is it helpful for organization to achieve its financial goals ?

Is it able to support and boost up the organization ?

In order to create a distinctive place in the market, a niche market has to be carefully chosen and

a differential advantage must be created in their mind. Brand positioning is a medium through

which an organization can portray it’s customers what it wants to achieve for them and what it

wants to mean to them. Brand positioning forms customer’s views and opinions.

Brand Positioning can be defined as an activity of creating a brand offer in such a manner that it

occupies a distinctive place and value in the target customer’s mind. Brand Positioning involves

identifying and determining points of similarity and difference to ascertain the right brand

identity and to create a proper brand image. Brand Positioning is the key of marketing strategy.

A strong brand positioning directs marketing strategy by explaining the brand details, the

uniqueness of brand and it’s similarity with the competitive brands, as well as the reasons for

buying and using that specific brand. Positioning is the base for developing and increasing the

required knowledge and perceptions of the customers. It is the single feature that sets your

service apart from your competitors.

Factors of Brand Positioning

1.Brand Attributes

What the brand delivers through features and benefits to consumers.

2. Consumer Expectations

What consumers expect to receive from the brand.

3.  Competitor attributes

What the other brands in the market offer through features and benefits to consumers.

4.  Price

An easily quantifiable factor – Your prices vs. your competitors’ prices.

5.  Consumer perceptions

The perceived quality and value  of your brand in consumer’s minds (i.e., does your

brand offer the cheap solution, the good value for the money solution, the high-end, high-

price tag solution, etc.

INDUSTRY PROFILE

FOOD INDUSTRY

The food industry is the complex , global collective of diverse business that together supply

much of the food energy consumed by the world population. Only the subsistence farmers, those

who survive on what they grow, can be considered outside of the scope of the modern food

industry. The ministry of food processing industries was set up in july 1988 with view to give

thrust to the development of food processing industries in the country . A strong and effective

food processing sector plays a significant ,supportive role in diversification and

commercialization of agriculture products. It it helps in generating employement including rural

employment, income and production of agro food products for export etc.

Spice industry has been witnessing phenomenal growth rates both in the international and

domestic sector. The growth in this sector can be attributed to the change in the lifestyle patterns

of the consumers all over the world. The shift in the consumption trend toward natural products

has also contributed to the increased global demand of spices and culinary herbs. Spice and

derivatives market is booming because these products find applications in a number of industries

including pharmaceutical, medicine, beverages, food processing, personal hygiene products to

name a few.

Developing countries especially in the Asian continent are the major producers of variety of

spices. A large percentage of international and domestic trade takes place in the dried form.

India, Indonesia, China are few of the prime producers of a variety of high quality spices and

also significant contributors to the global spice trade

The culinary herb market is also expanding though the production areas are widely distributed.

India is one of the prime producers and suppliers of raw herbs to USA and the EU. This is a

labour intensive industry, therefore producers must have a sound knowledge of the methods and

processes involved in the production of herbs and spices.

India has traditionally been known for its spice and culinary herb production. It is one of the

largest spice producing and consuming country. Its strategic location, climatic conditions,

advanced production processes and availability of cheap labour makes it advantageous for the

producers to ensure large scale production of quality spices and herbs.

India's Share in the Global Spice Market

The Indian spice industry is booming with a substantial increase in exports over the past few

years. India accounts for nearly 45% and 30% in terms of volume and value in the world spice

trade.

The booming global spice market also poses good opportunities for the Indian spice industry to

provide quality spices at competitive prices. India faces stiff competition form China, Malaysia

and Pakistan in terms of pricing of the products. Manufacturers should therefore ensure

consistency in supply, product quality, pricing and marketing strategy to increase the share in

exports.

Producers are incorporating latest methods and technologies to ensure higher quality of spices

and herbs. India is one of the prime exporters of pepper, chillies, turmeric, seed spices and spice

derivatives to the rest of the world. USA, EU, Japan and Srilanka import these Indian spices in

large volumes.

India's share in Global Spice Derivative Market

Spice derivatives can be categorized into spice oil, oleoresins and essential oils. The demand for

spice derivatives is also increasing due to the hygiene, standardization and consistency factor.

India contributes nearly 70% to the world spice derivative market. It exports largely to the US,

EU etc. Indian southern states including Kerala, Karnataka and Tamil Nadu provide concentrated

oils and oleoresins for use in perfumery, pharmaceuticals, foods processing and industrial

chemical industry.

Government Initiative Indian Government is providing financial assistance to farmers, growers

and spice producers and has also taken certain steps to ensure the availability of better quality spices,

more hygienically processed spices in order to boost exports. Indian spice board also provides

financial and technical assistance to farmers.

COMPANY PROFILE

The K.K.R group was set up in 1976 by Mr. K.K. Karnan, a man who set out with the vision to

bring quality rice into the traditional homes of Kerala in South India. A venture which started

out with traditional method of boiling, sun drying and milling, grew into one of the most

modern rice processing houses in India with the latest world-Class technology today. KKR

Mills boasts of a state- of the-art plant with the highest levels of technology in the world,

ensuring products that meet the most stringent quality and hygienic standards.

The K.K.R group is now all set to become a name to reckon within foods. The group has

plans to set up a food park with facilities to process and manufacture a wide range of food

products like spices, pickles and other products for world markets.The factory of KKR Mills is

located in the green, pollution-free Okkal Township, near Kochi in Kerala in South India. This

facility is equipped with the latest technology in the world for every aspect of processing of

paddy-right from destoning, cleaning, drying, de-husking, bran-removal, polishing and finally

sorting. This infrastructure of around 25 crore of rupees in one of the largest in India.

KKR Mills is the only rice mill in South India to use the Z-sortex machine capable of

optical inspection for quality control. This machine scans every grain of rice and removes

discolored, broken and immature rice, ensuring thet only rice that meets the specification

calibrated in the computer is selected for packaging. The result - beautiful rice of even size,

color and bran that is a feast for the eyes and a wholesome meal.

Nirapara - the brand name in which KKR Mills markets rice, is today the largest selling

brand in Kerala and has become a household name. Care id taken to maintain the best quality in

all the products produced .Control measures are introduced and compiled with during the entire

process right from sourcing of the paddy to ensuring good quality products to the

customers .Nirapara products are now available and sold not only in kerala but also in other

states of india.

K K R GROUP

K K R MILLS

K K R AGRO MILLS

K K R FOODPRODUCTS

K K R FLOUR MILLS

K K R RICE MILLS

K K R PRODUCTS & MARKETING Pvt.Ltd

Among these first five companies are manufacturing companies and the sixth one is a pure

marketing company.

GENERAL DETAILS OF NIRAPARA

DATE OF COMMENCEMENT 1976

FOUNDER K K KARNAN

BRAND NAME OF K K R GROUP NIRAPARA

VARIETIES OF SPICE PRODUCED

AND MARKETED

12

VATIRTIES OF OTHER

PRODUCTS

48

QUALITY POLICY

K K R group is committed to manufacture and market best quality products in the indian and

international markets by implementing ISO -9001:2000 Quality system.

K K R constantly strives to improve Quality as a continual process by involvement of

employees and updating the quality management system based on customer need. It has

established a quality management system that is in compliance with the international quality ISO

9001-2001.

The K.K.R Group was set up in 1976 by Mr. K.K. Karnan, a man who set out with the vision to

bring quality rice into the traditional homes of Kerala in South India. A venture which started out

with traditional method of boiling, sun drying and milling, grew into one of the most modern rice

processing houses in India with the latest world-class technology. Today KKR Mills boasts of a

state-of the-art plant with the highest levels of technology in the world, ensuring products that

meet the most stringent quality and hygienic standards.

COMPANY OBJECTIVES

To stimulate consumers to make purchase.

To introduce new products.

To encourage existing customers to buy more.

To be more competitive in the market.

To create more sales in off season.

To promote export business.

To introduce quality control technique for improving the quality of the product.

To provide service to the society through “JANASEVA”

THE ECONOMIC OBJECTIVE

Profit maximization

Cost minimization

Production of goods

ORGANIZATIONAL STRUCTURE

Organization structure is the pattern in which various parts or components are interrelated or

interconnected . This prescribed the relationship among various activities and positions.

CHAIRMAN

VICE CHAIRMAN

GENERAL MANAGER

EXPORT MANEGER

MAINTANANCE MANAGER

MARKETING MANAGER

PURCHASE MANAGER

PRODUCTION MANAGER

HR MANAGER

ACCONTING MANAGER

SALES MANAGER

FINANCE MANAGER

ASSISTANT SMASSISTANT SALES MANAGER

ELECTRICIANSUPERVISORSENIOR ACCOUNTANT

ASSISTANT PM

ASSISTANT HR

MANAGERCOST

ACCOUNTANT

TERRITORY SALES MANAGER

DRIVERLISION

ASSISTANTMECHANICOPERATORJUNIOR ACCOUNTANT

CASHIER

HELPERWORKER

EXPORTDATA ENTRY OPERATOR

ACCOUNTANT ASSISTANT

FUNCTIONAL DEPARTMENT

Finance department

Human Resource department

Marketing department

Maintenance department

Safety department

Purchase department

Sales department

Stores department

Production department

Research and Development department

STRUCTURE OF MARKETING DEPARTMENT

TERRITORY SALES EXECUTIVEMANAG

ERWORKER

PRODUCT PROFILE

The KKR Group is now all set to become a name to reckon within foods. The group has plans to

set up a food park with facilities to process and manufacture a wide range of food products like

spices, pickles and other products for world markets.

RICE

Nirapara rice is available in a wide range of varieties that suit various tastes - brown rice and

white rice in round-grained and long grained varieties. besides these, there are specialty rice

varieties for the varied traditional users of rice in kitchens all over the world.

Rice being the staple food from breakfast to dinner and dessert, Nirapara's range of rice caters

to every application of rice in the lives of the people especially of south India.

Nirapara rice is the only rice processed using the nutri-select process which ensures that only

the best quality rice with the optimum value of Vitamin B is selected by the Z sortex machine

and packed.

Nirapara rice comes in neat porous traditional jute-bags that help air circulation that is essential

MARKETING MANAGER

ASSISTANT SALES MANAGER

TERRITORY SALES MANAGER

TERRITORY SALE EXECUTIVE MANAGER

to enhancing shelf life, keeping it fungus free.

The Nirapara rice range

Single Matta Rice Idli Rice

Rose Matta Rice Jyothi Rice

Payasam Rice Jaya Rice

Matta Broken Rice Cherumani Rice

Ponni Rice Vita Rice.

RICE FLOURS

Breakfast is very important meal in the every home. A wide range of exotic, traditional rice

based breakfast items are very popular in even modern homes.Gone are the days when women

would painstakingly powder and grind rice to make the batter for breakfast items like Idli, Dosa,

Appam etc. Today, Nirapara's readymade rice powders have found a firm place in kitchen

shelves across the world.

Nirapara has rice flours suitable for a wide range of breakfast items.

Idli Powder

Appam/Idiyappam Powder

Dosa Powder

ChembaPuttu Powder

Puttu Powder (White)

Pathiri Powder

Rice Powder

WHEAT PRODUCTS

KKR Mills also processes and markets wheat products for household use under the brand name

'Nirapara'. All Nirapara products carry with it the assurance of quality.Wheat based traditional

foods are also popular in Kerala. broken wheat is used to make nutritious wheat porridge, fine

wheat (SoojiRava) is used to make a delicious breakfast item called 'Upma' which is very

popular in the Southern States of India. Nirapara also has wheat flour which is used to make soft

'Chappathis' a popular Indian bread.

SPICES

KKR Food products, a company set up in October 2002 is all set to bring out wide range of food

products into the market under the Nirapara brand umbrella. The first set of products to enter the

market are spices and pickles under the brand name 'Nirapara Silky'

Nirapara Silky spice powders are made from the best quality spices sourced from all over the

country and processed and packed in a state-of the-art facility that meets the highest standards of

hygiene. The spices are available as both pure spices and readymixes that are used to make the

popular South Indian Curries.

Red Chilli Powder

Chicken masala

Coriander powder

Fish masala

Turmeric powder

Meat masala

Sambar powder

Curry powder

Rasam powder

Pickle powder

Black pepper powder

Garam masala

PICKLES

Pickles are important item in practically every Indian meal traditionally pickle recipes using

unique spice mixes and vegetables oils are made a wide variety of vegetables. Nirapara silky

pickles are delicious ,mouthwatering and are the perfect appetizer in every meal.

Nirapara Silky Pickles :

These pickles are manufactured in a state-of-the-art facility meeting international standards of

hygiene and purity. Only the best quality materials are sourced. The pickles are made under the

supervision of experts.

Nirapara Silky Pickle Range

Ginger Mango Pickle Garlic Pickle

Cut Mango Pickle Kaduku Mango Pickle

Hot & Sweet Lime Pickle Gooseberry Pickle

Bitter Gourd Pickle(White) White Lime Pickle

Mixed Vegetable Pickle Vadukapuli Lime (White) Pickle

Vadukapuli Lime (Red) Pickle Wild Mango Pickle

Tender Mango Pickle Irumbenpuli(Karambula)Pickle

Hot And Sweet Mango Pickle Tindora Pickle(Kovakka)

MANUFACTURING

The factory of KKR Mills is located in the green, pollution-free Okkal Township, near Kochi in

Kerala in South India. This facility is equipped with the latest technology in the world for every

aspect of processing of paddy-right from destoning, cleaning, drying, de-husking, bran-removal,

polishing and finally sorting. This infrastructure of around 25 crore of rupees in one of the

largest in India

The factory of KKR Mills is located in the green, pollution-free Okkal Township, near Kochi in

Kerala in South India. This facility is equipped with the latest technology in the world for every

aspect of processing of paddy-right from destoning, cleaning, drying, de-husking, bran-removal,

polishing and finally sorting. This infrastructure of around 25 crore of rupees in one of the

largest in India

Nirapara - the brand name in which KKR Mills markets rice, is today the largest selling brand in

Kerala and has become a household name.

EXPORTS

We, K K R Group are mainly involved in the manufacture of quality Rice and Rice Products.

The Products are sold under the brand name "NIRAPARA". The capacity of the plants of the K

K R Group is 225 MT per day.

NIRAPARA rice and rice products are exported to UAE,Musact,Bahrain,Oman, Qatar,Kuwait,

USA, Canada, UK, Switzerland, France, Australia, Newzealand, Singapore etc.

DISTRIBUTORS

All over Kerala, we are directly supplying all our products to all the retail outlets. We have

distributors in the other major cities in India and outside India, UAE,Musact,Bahrain,Oman,

Qatar,Kuwait, USA, Canada, UK, Switzerland, France, Australia, Newzealand, Singapore etc

Considering the increasing demand for Nirapara products, we are planning the appointment of

more distributors all over the world.

RESEARCH METHODOLOGY

This chapter deals with the research methodology adopted in the study which consisted of certain

specificsteps for successful execution and objectivity. It discusses about the research design,

universe, sample, tools for data collections, and methods of analysis and limitations of the study.

Research methodology is a way to systematically solve the research problem. It may be

understood as a science of studying how research is done scientifically.

Need For Study

This study report that reflects whether brand awareness of Nirapara rice have a influence

on purchase decision of Nirapara products and also to know about the purchase behavior of

retailers of Nirapara products especially curry powder in Ernakulam District.

Objectives Of Study

Primary Objective:

To study about the brand positioning of L&T-CASE BACK HOE LOADER.

Secondary Objectives:.

To know the various brands preferred by the customers.

To know the relative competitive position of NIRAPARA CURRY POWDER with

respect to its competitors in different areas.

To find out the consumers perception about NIRAPARA CURRY POWDER.

To study about the brand image of NIRAPARA CURRY POWDER among retailers.

Research Design

A research design is purely and simply the framework or plan for the study that guides the

collection and analysis of data. The function of a research design is to ensure that the required

data are collected accurately and economically.

According to kerlinger,”research design is the plan, structure and strategy of investigation

conceived so as to obtain answers to research questions and to control varaiance.

Here the topic ‘To Study About The Brand Positioning Of Nirapara Curry Powder In Ernakulam District’ .Descriptive type of researchis usedfor getting detailed information about the problem.

Collection Of Data

1 Methods Of Data Collection

a)Primary Questionnaire

b)Secondary CompanyRecords,WebSites,

Magazines, Books Etc

2 a)samplingtechnique

b)sample size 250 customers & 50 retailers

3 Analytical tools a) Tables

b) Charts

c) Graphs

d) Chi square

Data available to the research is divided in two bases on the nature, namely,

Primary data

Secondary data

Primary data :it is the data collected by the research himself for the purpose of a specific

enquiry or study. Such data is original in character and it is generated by surveys.

In this project work the primary data collected through questionnaire. They are collected

from retailers and customers.

Collection of data through questionnaire

The questions used in the questionnaire are:-

1) Open ended –questions asked by researcher to get ideas and suggestions.

2) Close ended –questions were mostly multiple type questions.

Secondary data: secondary data were collected from the company’s website, prospects,

journals and magazines. It means data that are already available that is, they are referring

to the data which have already been collected and analyzed by someone else.

Sample Technique

A section of the population selected in such way that they are representative of the

universe. Such a section of the population selected is called sample. Sampling may be

defined as “the selection of a part an aggregate or totality on the basis of which judgment

or influences about the aggregate or totality is made. “ A sample design is the theoretical

basis and the practical means by which we infer the characteristics of some population by

generating from the characteristics of relatively few of the units compressing the

population.

Sampling

Usually, the population is too large for the research to attempt to survey all its members.

A small, but carefully chosen sample can be used to represent to population. The sample

reflects the characteristics of the population from which it is drawn. Basically sampling

method are classified in to two: Probability Sampling and Non-Probability Sampling.

In the “probability sampling “, each member of the population has a probability of being

selected. Probability methods include:- Random Sampling ,Stratified Sampling and

Cluster Sampling.

Sampling technique used for the study

In the present study stratified sampling technique is used. The researcher has asked the questions

according to the stratum made for the research (retailers and customers)

Sampling size

The universe of the study consists of retailers and customers of Ernakulum District. A total

number of 250 customers with 50 retailers were selected for the study. Period of the study is 45

days.

Analytical tools

The researcher collected the data through the questionnaire. Then the collected data were

transferred in to a table consists of serial number, particulars, number of respondents and the

percentage of the respondents. Particulars column includes the choice of questions like yes or no

are marked in the corresponding columns. Then the percentage of respondents was found out.

Then finally the interpretation is written, ie. the result of survey.chi square is the other tool used

for the analysis.

1) Tables :- The tables are used in the study for analyzing each components of the study.

2) A very common use of the pie diagram represents the analysis part.

Limitations of Study

1. Errors are possible

2. There is no guarantee that the respondents give full and correct information

3. The answers dependent on the attitude, opinion and sharing mentality of the respondents

4. The findings of the study are solely based on the data collected from the survey of customers