summer internship project report on KERA

“A STUDY ON BRAND AWARENESS OF KERA AT KERAFED LTD.”

submitted by –: Mayank Patel

Subject : S.I.PClass : MBA (Marketing Management)

Roll number : 16

The Kerala Karshaka Sahakarana Federation Limited (KERAFED) registered in the year 1987

The primary objective of KERAFED is to organize coconut growers by bringing them under the co-operative umbrella and to provide them with supplies and services to augment their income base by increased productivity and value additions

For effective functioning the state standards divided into three regions. The southern region consists of the revenue districts. Trivandrum, Kollam, Pathanamthitta and Alappuzha. The northern region consists of Malpurram, Kozhikkode, Wayanad, Kannur, Idukki, Ernakulam, Thrissur, and Palakkad districts

Farmer Friendly Organization

VISION Being the leader of best quality

coconut oil. It has a vision to provide best value to the coconut farmers and healthy oil to the consumers.

MISSION Be the best quality producer of coconut oil

The products which are mainly produced in Kerafed are Kera Oil The oil is packed in a number of tins, cans and bottles.

◦ 15 Kg tin◦ 5 Kg can◦ 1 litre PET (Poly Ekylene Teri- thalate) bottle.◦ 1 litre pouch◦ 500ml PET bottle◦ 500ml Pouch

Kera GoldThis oil is mainly exported in the foreign

countries like Dubai. This is specially processed oil from selected cups of copra which has got below 0.5 FFA (Free Fatty Acid). This is the one factor why it is been exported.

PRODUCTS IN KERAFED

Kera KeshThis product is a hair oil which is produced by mixing kera coconut oil with selected herbal extracts.Out of these products kera oil is the only product that is been continuously produced. The customers demand for this product is also high.

Kera Popular and Agmark These are two important products of Kerafed. Kera

Agmark’s can be getting in one litre packs and kera- popular is available in 500 ml, 5 Kg, 1000ml pouches.

Copra cake This is the cake from the oil extraction process. The

sale of cake is made when the stock reaches at a particular level. The sale is made to a person who quotes highest price. This is sold in sacks/ bags.

To measure the extent of brand awareness of Kera.

To get a clear cut idea about the brand building techniques used by Kera coconut oil.

To find out the attitudes of public towards the product.

To determine the factors that influences the public in purchasing their present brand.

To find out whether the respondents are satisfied with the features of Kera coconut oil.

OBJECTIVES OF THE STUDY

RESEARCH DESIGN This study is said to be of descriptive nature

because the study aims to describe the characteristics of consumers as well as to determine the perceptions of product characteristics.

RESEARCH APPROACH The approach used in the study is survey method.

Research approach includes surveys through structured questionnaires, personal interviews etc.

RESEARCH METHODOLOGY

RESEARCH INSTRUMENT The research instrument used in this survey is

questionnaire RESEARCH PERIOD duration of the project work is limited to 7 WEEK DATA SOURCE PRIMARY DATA -The primary data was collected

through a structured questionnaire. SECONDARY DATA –The secondary data were

collected from: Company files and Reports. Annual reports and Brochures of the company. Business journals and Magazines

SAMPLE UNIT - the sampling unit taken is the consumers of KERAFED

SAMPLE SIZE - the sample size taken for the study is 100 respondents

SAMPLING PROCEDURE - Convenience sampling method, which comes under Non-probability sampling techniques, is adopted to obtain a sample of convenient elements

TOOLS FOR ANALYSIS

Percentage Analysis Spearman’s rank correlation Chi square test.

It is clear that the age between30-40, they are the majority customers of kera, and below 20 age

customers are the least.

Below 20 20-30 30-40 Above 400

5

10

15

20

25

30

35

40

.

Majority customers of kera is female(68%) and above 32% customers are male

Male Female0

10

20

30

40

50

60

70

Most of the customers of kera are govt: employees (33%), 28% are business peoples, 19 peoples are daily workers and remaining are other occupational categories.

Govt. employee

Business

Daily worker

Others

0 5 10 15 20 25 30 35

More than 50% buyers of kera product have an income of more than 15000, 18% have below 10000 as their income.

Below 10000 10000-15000 15000-20000 Above 200000

5

10

15

20

25

30

35

It is clear that above 60% percent of the respondents are using coconut oil. About26% of the respondents are using sunflower oil.

Coconut oilGingerly oil

Palm oilSunflower oil

Others

0

10

20

30

40

50

60

Among the responses, more than 50 percent of the respondents prefer branded oils. Approximately 38 percent of the respondents prefer unbranded oils.

Branded

Unbranded

Other type of oil

0

10

20

30

40

50

60

Nearly 50% of the respondents think that KPL is the main competitor for kera

coconut oil. 39% respondents states that parachute is the competitive brand

to kera

Shalimar Thejas Parachute KPL Shudi Nihar0

5

10

15

20

25

30

35

40

45

50

It can be inferred that the positive attitudes of respondents towards the statement is about more than 80%. That is it can be

seen that majority of the respondents are satisfied with the brand of oil they are presently using .

Strongly agree Agree Neutral Disagree Strongly disagree0

5

10

15

20

25

30

35

40

45

It is clear that more than 60 percent of the respondents gauge quality as the attracting factor to buy the brand they are using presently.

Price seems to be an attractive factor to only a minority, i.e. 9 percent of respondents.

Price9%

Package11%

Quality61%

Advertisements4%

Availability15%

It can be seen that above 36 percent of the respondents came to know about the brand kera through the displays at the shop. Advertisements

and company outlets are also played a vital role in creating brand awareness of kera among the public.

Friends & RelativesAdvertisements

Display at shopsCompany bulletins

Company outlets

0

5

10

15

20

25

30

35

40

It can be seen that majority of the respondents are satisfied very much with the brand name of Kera.

And nearly 5% of the respondents are of the opinion that the brand name of Kera is poor.

Strongly agreeAgree

NeutralDisagree

Strongly disagree

0

5

10

15

20

25

30

35

40

45

None of the respondents hold the opinion that the quality of Kera is poor. 40% percent of the respondents are of the opinion that the quality of Kera is excellent. More than 29 percent of the respondents argue that the quality of Kera is very good


5

10

15

20

25

30

35

40

More than 80% percent of the respondents are of the opinion that Kera is priced satisfactorily. Only a minority, i.e. nearly 14 percent of the respondents gave other responses


10

20

30

40

50

60

70

80

90

We can gauge that the percentage of respondents who are aware of other products under brand name Kera except Keragem Kesamrith are 35%, 20% and 20%.

Kerakesh35%

Keragem kesamrith25%

Kera chutney mix20%

Kera curry mix20%

The respondent’s opinion with respect to the company outlet for promoting the brand are above 50% of the customers said it is very important, above 21% of the customers said it is moderately important, about17% of the customers said it is important and remaining 10% of the customers said it is less important,. This show that majority of the customers said that for promoting the brand is very important.

Strongly agree

Agree

Neutral

Disagree

Strongly disagree

0 10 20 30 40 50 60

The respondent’s opinion with respect to my interest to improvisation of the brand kera are 58% of the customers strongly agree, 23% of the customers comment agree, 11% of the response neutrally, and remaining 8% of the customers disagree with it,. This show that majority of the customers said that brand improvisation is very important.

Strongly agree

Agree

Neutral

Disagree

Strongly disagree

0 10 20 30 40 50 60

The percentage of respondents opinion that the package of Kera is seems to be nearly 23% strongly state that the package is attractive, 39% agree with package, and about 17% of the respondents don’t like the package of kera


5

10

15

20

25

30

35

40

It can be inferred that 57% of the respondents hold the opinion that the advertisements of Kera is good. About 25% of the respondents are of the opinion that the advertisements of Kera are not effective.

Strongly agree

Agree

Neutral

Disagree

Strongly disagree

0 5 10 15 20 25 30 35

Majority of the respondents hold the view that TV is an effective medium for advertisement. Also a good majority support newspaper as a good medium.

TV Magazines Radio Newspapers Others0

10

20

30

40

50

60

The interpretation is that about 88% of the respondents say that they will recommend their brand to others and about 12% of the respondents say that they will not recommend their brand to others

Yes No0

10

20

30

40

50

60

70

80

90

X RX Y RY D=RX-Ry D2

15 3 32 1 2 4

35 2 25 2 0 0

45 1 17 3 -2 4

5 4 14 4 0 1

0 5 11 5 4 16

D2=25

CORRELATION TEST

To show the degree of relationship between the effectiveness of advertisement and brand name.

Relationship between advertisement and brand name

Where X = Effectiveness of advertisement RX = Ranks of effectiveness of advertisement.

Y = Opinion regarding brand name RY = Ranks of opinion regarding brand name

R = 1 - 6D2

n(n2 -1)

Here n=5; D2= 22;

R = 1 - 6×25 5(52- 1)

= -0.25

The coefficient or rank correlation states that the effectiveness of advertisement and opinion

regarding the brand name are negatively correlated. That is, the opinions regarding the advertisement and brand name are not similar, i.e. there exists a

negative correlation.

Attributes Opinion Total

Strongly

agree

Agree Neutral Disagree Strongly

Disagree

Price 5 81 9 2 3 100

Quality 40 32 28 0 0 100

Customer

satisfaction

42 41 17 0 0 100

Total 87 154 54 2 3 300

1.CHI-SQUARE TESTChi-square test is a non-parametric test which is used when distribution of population is not known and when nominal data is analyzed.Chi-square test is done using the formula (χ2) =∑ [(O – E) 2/E]Here, O= Observed frequencies, E= Expected frequenciesH0 : Price, quality and customer satisfaction are independent.H1 :Price, quality and customer satisfaction are not independent

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

5 29 -24 576 19.86

81 51.33 29.67 880.31 17.15

9 18 -9 81 4.5

2 .67 1.33 1.77 2.64

3 1 2 4 4

40 29 11 121 4.17

32 51.33 -19.33 373.65 7.28

28 18 10 100 5.56

0 .67 -.67 .45 0.67

0 1 -1 1 1

42 29 13 169 5.83

41 51.33 -10.33 106.71 2.08

17 18 1 1 0.06

0 .67 -.67 .45 0.67

0 1 -1 1 1

TOTAL 76.47

Table No 4.3.1: Chi-square analysis table showing the relationship betweenprice, quality and customer satisfac

Calculated value = 76.47Degree of freedom = (c-1)*(r-1)

= (3-1)*(5-1) = 8

Table value for degree of freedom at 5% level of significance is 15.507

INFERENCE:The researcher had applied chi - square test

(χ2) to prove statistically whether there is any significant relationship between the variables used for the study.When tested at 5% level of significance, it is found that the table value is less than the calculated value. Null hypothesis is rejected.i.e; CV > TV. So we accept H1.

Hence, it is concluded that the price, quality, and customer satisfaction are interdependent with each other.

Strongly

agreeAgree Neutral Disagree

Strongly

disagree

Weights (5) (4) (3) (2) (1)

Brand promotion through

outlet51 22 17 10 0


package23 39 21 9 8


advertisement32 25 17 14 11

Source: Primary Data

Weighted average = WX

WW = 5+4+3+2+1

=15

51*5+22*4+17*3+10*2+0 = 428

15 15

=27.6

WEIGHTED AVERAGE RANK CORRELATION TEST

23*5+31*4+29*3+9*2+8*0 = 362 15 15 = 24

32*5+25*4+17*3+14*2+11*0 = 350 15 15 =23.33 In this analysis we can find that the brand awareness

mainly promoted through the outlets of kera, so the brand promotion through outlet have first rank, second rank goes to attractiveness of package, and least rank goes to advertisement.

More than 50% of customer’s age were below 40.Most of the Kera customers are females.The government employees are the major customers of Kera, and the business peoples are the another important buyers.More than 70% of customers having an income of above 10000.More than half of the respondents commonly use coconut oil.Most of the respondents prefer branded oil. Only a small amount of respondents prefer unbranded or any other types of oil.

FINDINGS

Majority of respondents states that KPL shudhi is the most competitive brand to kera.From the study, it can be inferred that a major fraction of the respondents are satisfied with the brand they are using presently.For more than half of the respondents quality seems to be the factor that attracted the public to purchase the brand they are using presently.Nearly half of the respondents came to know about Kera through displays at shops.More than one fourth of the respondents are of the opinion that the brand name of kera is good.Nearly half of the respondents are agree that the quality of kera is good.A greater number of the respondents are of the opinion that the pricing of kera is good.From the responses, it can be inferred that all the respondents have an idea about the other products of kera.

More than 70% of respondents state that the company outlets are helps to promote the brand.A greater number of of the respondent opinion that the kera brand need improvisation.More than half of the respondents are of the opinion that the package of kera is attractive.Majority of the respondents have the opinion that the advertisements of Kera are not effective.Major proportion of respondents holds the view that TV is an effective medium for advertisements

Majority of the advertisements should be made through outdoor ads and TV.

Since, quality seems to be an attractive factor to purchase a particular brand, kera should keep the quality which it possess presently.

Price of the product should be reduced for attracting the public.

More outlets under kera should be introduced. In order to improve the brand awareness various activities

like sponsorships etc should be undertaken or should be continued.

Adopting new technologies such as internet and social medias to build the brand awareness

SUGGESTIONS

THANK YOU

summer internship project report on KERA

Education

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