Swati Project

8/10/2019 Swati Project

1/38

A

PROJECT REPORT

ON

A STUDY ON RETAILERS BEHAVIOUR

IN PUNE WITH SPECIAL REFEANCE TO

JAIN SPICES AND AGRO PRODUCT

A Project report submitted in Partial F ulf il lment of award of M BA Degree

SUBMITTED TO

SOLAPUR UNIVERSITY, SOLAPUR

For The Award Of Degree Of

Master Of Business Administration

SUBMITTED BY:

MISS. SWATI VISHNU LANDAGE

PROJECT GUIDE:

Mr. ABHISHEK KHADTARE SIR

(BE, MBA)


2/38

SINGHGAD INSTITUTE OF BUSINESSMANAGEMENT

KAMLAPURUNDERTAKING

I hear by declare that the project entitled ROLE OF SALES PROMOTION IN FMCGcompleted by me has not previously formed the basis for the award of any Degree or Diploma.

Place: Kamlapur

Date:

(Swati V. Landge )


3/38

ACKNOWLEDGEMENT

I would like to offer my sincere thankfulness to Mr. Deepak Salve Sir & all team member of, for

providing me the opportunity and extending their valuable guidance and help during my training

period at Jain Spices and agro product Br. Pune

My heartfelt and sincere thankfulness and gratitude goes out for project guide Prof.Abhishek

khadtare, who was always available to provide me with her valuable guidance and the light of

inspiration & motivation for the completion of my project report.

I also like to extend my special thanks to Dr. Anita. S. Mane Director & all teachers of SIBM,

Kamlapur for providing me the opportunity to undertake this training, my friends, my family

members for their kind assistance and encouragement.

And also thanks to all them without whom I could not have undertaken & completed my project.

The above mentioned persons and all other have been responsible in a big way in my endeavor

for the successful accomplishment of this task.

Place: Kamlapur

Date:

(Swati V. Landge


4/38

INDEX

Sr.No

.

TOPICS PageNo.

1. Introduction

1.1 About the study

1.2 Objective of study

1.3 Significance

1.4 Research methodology

1.5 Scope & limitations of study

2. Organization profile

3. Sales promotion strategies

4. Data analysis & interpretation

5. Finding, suggestions & conclusion

6. Bibliography

7. Annexure: Questionnaire


5/38

LIST OF TABLES

TABLENO.

PARTICULERS PageNo.

4.1 Experience of Retailer in this business

4.2 Available Pickles Brands in shop

4.3 Frequency of ordering Ravi Pickles.

4.4 Potential customers for Ravi Pickles product

4.5Packaging of Ravi Pickles

4.6 Parameter expect from Ravi Pickles.

4.7 Importance of advertising For Ravi Pickles

4.8 Relationship of retailers with company

4.9 Distributor service

4.10 Awareness of retailer about Ravi Pickles

4.11


6/38

LIST OF GRAPHS

TABLENO.

PARTICULERS PageNo.

4.1 Experience of Retailer in this business

4.2 Available Pickles Brands in shop

4.3 Frequency of ordering Ravi Pickles.

4.4 Potential customers for Ravi Pickles product

4.5 Packaging of Ravi Pickles

4.6 Parameter expect from Ravi Pickles .

7.4 Importance of advertising For Ravi Pickles

8.4Relationship of retailers with company

4.9 Distributor service

4.10 Awareness of retailer about Ravi Pickles

4.11


7/38

Introduction


8/38

1.1 Introduction of the study:-

Retail has the quickest cycle time from idea, to implementation, assessment and refinement of

any industry. This concept of organized retail marketing has caught on like lightning. It creates a

distribution network that cuts out various intermediary costs and creates a much smootherinterface between manufacturer and customer .This organized network which bridges the

distance between the manufacturer and the consumer has seen many of the worlds leading

entrepreneurs successfully walk down a particularly profitable road.

Retailing has now become a key growth area. There has been an attitude change in the way the

Indian consumer thinks about shopping. What, where and how they buy is now the big question.

Over the last decade, there has been a significant evolution in his psyche, a change that has

been carefully recorded and documented by behavioral pundits.

Retailing can be defined as the buying and selling of goods and services. It can also be defined as

the timely delivery of goods and services demanded by consumers at prices that are competitive

and affordable.The sale of goods or commodities in small quantities directly to consumers. Of,

relating to, engaged in the sale of goods or commodities at retail. It also means to sell in small

quantities directly to consumers.


9/38

1.2 Objectives of Study

To find out the expectations of dealers and retailers from the Jain Spices and AgroProduct.

To identify major competitors operating in Pune City. To find the Availability for the Pickles for Jain Spices And Agro Product.

1.3 Significance of Study

The research project has been done on the retailers behavior towards Ravis product, in Pune.With the help of this project company can understand satisfaction level of their retailers aboutthe companies product.

1.4 Research Methodology :

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

understood as a science of studying how research is done sciencetifically. we can say that

research methodology has many dimensions and research constitute a part of research

methodology.

The study of research methodology gives the researcher the necessary guidance in gathering

material and arranging or participation tool.

1.4.1 Methodology Details:

To study and find out the maximum that we can get from the company about the procedure of

Jain spices and agro product, Aurangabad. We need a research design a plan in advance of data

collection & analysis for our research project.

The Study is Exploratory & Descriptive in nature

Research Type: - Surrey Method

1.4.2 Sources Of Data:-

1. Primary data:-

Primary data are the actual information which is received by the researcher for study from actual

field of research. This data are obtained by means of questionnaire and schedules. The Primary

data are facts there are many more method of collecting the primary data. Such data are known


10/38

as primary because the researcher attains them from field of research directly and for the first

time. Primary data are collected from retailers distributors, observation & by questionnaire.

2. Secondary data:-

Secondary data is the information, which is attained indirectly. The researcher does not attain

them himself or directly. Such data are attained generally from published and unpublished

material.

Secondary data are gathered from information collected from the individuals and institutions

through letters survey documents. There are mainly two sources of generation of data namely-

1. Personal documents such as diaries, Note Book etc.

2. Project reports.

3. Websites4. Books

1.4.3 Sampling Procedure

a) Sample size: - 100 retailers

b) Sampling technique:-

Researcher has used proportionate Convenience sampling technique to select the respondents for

the study.

c) Sampling Area: - Pune

1.4.4 Methods & Instruments Of Data Gathering:

There are various types of tools of primary data collection some of them are which researcher

has used for the study are as bellow.

Questionnaire:-

Researcher has made 13 questions for the study on retailers behavior and according to those

questions researcher has collected the data.

Observation method:-

Data are collected by observing the retailers shop in 50 days.


11/38

1.4.5 Stastical tool of analysis:

Researcher has used tools for the analysis are-

1. Excel work sheets.

2. Table.

3. Percent analysis etc.

1.5 Scope of Study

The study made and data collected is useful for the future planning of the Company

The study is important for the organization in tuning the companys strategies as per local

market expectation.

The study is helpful to the organization for to understanding current market situation,strategy and policies adopted by competitor.

1.6 Limitations of the Study

The correctness of information provided by the respondents in the personal data could not

be established.

The responses from the respondents could not be correct due to unawareness of themarket.

The perception of the respondents are differ in nature, it means the responses of the

respondents are very difficult task to analyze and will giving the right decisions Market trend of Pune as all the shops were closed between 2:00pm to 4:00pm for lunch

and after 5:00pm they dont entertain


12/38

Organizational Profile


13/38

2.1 Abut the company

Establishment Year : 1987

Firm Type : Partnership

Nature of Business : Manufacturer

Bankers : State Bank Of Hyderabad

Level to Expand : International

Address : Plot no, p 37, service industry, cidco Aurangabad

Web-site : www.ravimasale.com

2.2 About the Ravi Masale:

Our brand RAVI MASALE is in existence from 1981 catering to the need of lakhs of

consumers in Maharashtra, Karnataka, Andhra Pradesh & North India Our products are sold under the brand name RAVI MASALE our products, quality, &

service gives satisfaction to the consumer Our motto is to serve good quality & satisfaction of our consumer as we are having a

wide range of pickles which are sold in tones throughout the year Our some of the branded AGMARK products are CHILLI POWDER, CORIENDER

POWDER, and TURMERIC POWDER which are in great acceptance by the consumer

2.3: Different Department Of Organization:

Jain spices and agro product is a very big company in Aurangabad district. It is having various

functional departments for smooth and systematic working those department are

Sales Department. Accountant Department. Production Department. Inventory Management.


14/38

2.4 Organization Chart:

Founder

Managing Director

HR Accountant Production Safety officer

Manager Manager

Assistant Officers Chemical Engineer

HR Manager

Executive Executive Supervisor.


15/38

2.5 Current Status Of Organization:-

Accident Insurance:-

The accident insurance of Employees and Labor has been insured to the United India InsuranceCompany Ltd, Branch-Aurangabad.

Roads & Site Development:-

All roads from main gate to company warehouse and other internal roads have been developing.

Computerization:-

For getting technical efficiency, the office is totally computerized. For making bills of payments

as well as keep daily reports of production, company has internet facility.

Employee Welfare:-

If any Employee dies in an accident while performing his job. Then Organization will be given

an accident insurance of Rs.6, 00,000 to 8, 00,000 as per the workman composition.

Management & Employee Relationship:-

All employees including Officers, Staff members and Labors are responsible for the growth of

the company to maintain good relationship between Management and Other Employees.


16/38

2.6 Future Plan Of Organization:

To increase production capacity.

2.7 Awards And Achievements:

BEST OF ALL AWARD Steel Authority of India Limited - Bokaro Steel Plant,Bokaro

BEST OF ALL AWARD Steel Authority of India Limited Bhilai

List Of The Product

1. Packet

Red chili masala (VIP) Garam masala Goda masala

Chat masala Sunday special masala Turmeric powder

Red chili powder Byadgi red chili powder Coriander powder

Chat pat masala Kanda lasun masala Milk masala

Small pouch

MH Mirchi Thecha

Box Pack

Tea masala Sabji masala Biryani pulav masala

Sambhar masaala Pavbhaji masala Kitchen masala

Tea masala Sabji masala Biryani pulav masala


17/38

Theoretical Background


18/38

Retail-

The sale of goods individually or in small quantities to the public to sell or be sold in small

quantities to the public.

Retailing consists of the sale of goods or merchandise from a fixed location, such as a

department store or kiosk, or by post, in small or individual lots for direct consumption by the

purchaser. Retailing may include subordinated services, such as delivery.

The sale of goods directly to the consumer; To sell at retail, or in small quantities directly to

customers; To repeat or circulate (news or rumors) to others; Of, or relating to the sale of goods

directly to the customer. In retail quantities, or at retail prices

To sell directly to the consumer, usually in small quantities in comparison with the total level of

sale.

Any product for sale in a store or directly to a consumer. Trade in which a client buys or sells an over-the-counter stock through a broker- dealer.

Types of retail sector

Retailing is one of the pillars of the economy in India and accounts for 35 percent of GDP. The

retail industry is divided into organized and unorganized sectors. Over 12 million outlets operate

in the country and only 4 percent of them being larger than 500 sq ft (46 m2) in size.

Organized retail

Organized retailing refers to trading activities undertaken by licensed retailers, that is, those who

are registered for sales tax, income tax, etc. These include the corporate- backed hypermarkets

and retail chains, and also the privately owned large retail businesses.

Organized retail segment has been growing at a blistering pace, exceeding all previous estimates.

According to a study by Deloitte Haskins and Sells, organized retail has increased its share from

5 per cent of total retail sales in 2006 to 8 per cent in 2007. The fastest growing segments have

been the wholesale cash and carry stores (150 per cent) followed by supermarkets (100 per cent)

and hypermarkets (75-80 per cent). Further, it estimates the organized segment to account for 25

per cent of the total sales by 2011.


19/38

Unorganized retail

Unorganized retailing, on the other hand, refers to the traditional formats of low-cost retailing,

for example, the local kirana shops, owner manned general stores, paan/beedi shops,

convenience stores, hand cart and pavement vendors, etc. Unorganized retailing is defined as

an outlet run locally by the owner or caretaker of a shop that locksets l and accounting

standardization. The supply chain and Sourcing is also done locally to meet local needs. Its

organized counterpart may not obtain its supplies from local sources.

Difference between organized and unorganized retailing

The major differences between organized and unorganized retailing lies in its number (chain) of

store operations. An unorganized outlet may be just stand alone or can have maximum of 2-3

outlets in a city, where as the organized outlets are "any retail chain (more than two outlets)which is professionally managed (even if its family run), has a accounting transparency (with

proper usage of MIS and accounting standards) and organized SCM with centralized quality

control and sourcing (certain parts can be locally made) can be termed as an "organized retailing"

in India.

Retailing in India is predominantly unorganized. According to a survey by AT Kearney, an

overwhelming proportion of the Rs. 400,000 crore retail markets are UNORGANISED. In fact,only a Rs. 20,000 crore segment of the market is organized.

We are known as a nation of shopkeepers with over 12 million, the highest outlet density in the

world in the world with an estimated turnover of $ 200 billion. However a disturbing point here

is that as much as 96 per cent of them are smaller than 500 square feet in area. This means that

India per capita retailing space is about 2 square feet (compared to 16 square feet in the United

States). India's per capita retailing space is thus the lowest in the world. Another point to note is

that only 8 percent of our population is engaged in Retail whereas the global average is around

10-12 percent.

Retail has the quickest cycle time from idea , to implementation ,assessment and refinement of

any industry. This concept of organized retail marketing has caught on like lightning. It creates a

distribution network that cuts out various intermediary costs and creates a much smoother


20/38

interface between manufacturer and customer .This organized network which bridges the

distance between the manufacturer and the consumer has seen many of the worlds leading

entrepreneurs successfully walk down a particularly profitable road.

.

Characteristics of a Retailer

Retailer is a vital link between the manufacturers / other intermediaries and consumers. Retailer purchases in bulk from wholesalers and resells in small quantities to consumers. Retailer usually keeps more variety of products. Product display and shelf management are the important aspects in retailing activities. Retailer operates in a specific area. Retail trade is mostly local in character. The area of

operation is generally small.

Retailing is not restricted to only physical goods but services retailing is also verycommon and gaining popularity, for Example banks, insurance companies, transport

services, garages, saloons, babysitting.


21/38

CHAPTR- 4

DATA ANALYSIS


22/38

Table No: 4. 1

Table Title: Experience of Retailer in Business

Graph No: 4.1

Interpretation:

From the above graph it is clear that 49 percent of respondents are working in business more than

10 years, while 27 percent respondents are in the business more than 5 years.

0

20

40

60

80

100

120

Ravi Pickles Pravin Pickles Kamdhenu Pickles

Experience of Retailer

Respondent Responses

Particulars Respondents percent

1-5 Years 15 15

5-10 Years 35 35

More than 10 years 50 50

Total 100 100


23/38

Table No: 4.2

Table Title: Available Pickles Brands in shop

Graph No: 4.2

Interpretation:

From the above graph it is clear that all the respondent are keeping Ravi Pickles product in their shopfollowed by Pravin pickles product as of 85 respondent saying yes for Pravin pickles. We caninterpret that product availability in the shop most of retailers are order the Ravi pickles. The second

place for availability of product is come Pravin pickles.

0

20

40

60

80

100

120

Ravi Pickles Pravin Pickles KamdhenuPickles

Chitale Pickles Others

Available Pickles In Shop

Respondent Responses

Companies Respondent Responses

Ravi Pickles 100

Pravin Pickles 85

Kamdhenu Pickles 48

Chitale Pickles 35

Others 60

Total


24/38

Table No: 4.3

Table Title: Frequency of ordering Ravi Pickles .

Order Respondents Percent

Weekly 50 50

Fortnightly 25 25

Monthly 20 20

Quarterly 05 05

Total 100 100

Graph No: 4.3

Graph Name: Frequency of ordering Ravi Pickles.

Interpretation:

From the above graph it is clear that 50 percent retailers are ordering Ravi pickles weekly and 5 percent retailers are ordering quarterly.

0

10

20

30

40

50

60

Weekly Fortnightly Monthly Quarterly

Percent


25/38


26/38


27/38

Table No: 4.6

Table Title: Parameter expect from Ravi Pickles.

Graph No: 4.6

Interpretation:

From the above graph it is clear that 80 of respondents are expecting beneficial margin and goodquality as parameter of product

0

10

20

30

40

50

60

70

80

90

Margin Quality Quantity Price Packaging

Parameter Expectations

Respondent Responces

Particular Respondent Responses

Margin 80

Quality 65

Quantity 15

Price 35

Packaging 20


28/38

Table no: 4.7

Table Title: Importance of advertising For Ravi Pickles

Graph No: 4.7

Interpretation:

From the above graph it is clear that 75 percent respondents have opinion that advertisement is

essential while 25 percent are not agreed .

75

25

Advertising for Ravi Pickles

Satisfy

Dissatisfy

Particular Respondents Percent

Satisfy 75 75

Dissatisfy 25 25

Total 100 100


29/38

Table no: 4.8

Table Title : Relationship of retailers with company

Graph No: 4.8

Interpretation: From the above graph it is clear that 65 percent of respondent are having on excellent relationshipwith company followed by 15 percent as good relationship and 5 percent as poor relationship.

0

10

20

30

40

50

60

70

Excellent Good Average Poor

Relationship of retailers with company

Percent


Excellent 65 65

Good 15 15

Average 15 15

Poor 05 05

Total 100 100


30/38

Table no: 4 .9

Table Title: Distributor service


Satisfied 80 80

Dissatisfied 20 20

Total 100 100

Graph No: 4.9Graph Name:

Interpretation:

80

20

Distributor Service

Satisfied

Dissatisfied


31/38

Table no: 4 .10

Table Title: Awareness of retailer about Ravi Pickles

Response Respondent Percent

Yes 75 75 No 25 25

Total 100 100

Graph No: 4.10

Graph Name: Awareness of retailer about Ravi Pickles

Interpretation:

From the above graph it is clear 75 percent of the total respondents are aware about brand andremaining 25 percent are not aware about the brand.

75

25

Awareness of retailer about Ravi Pickles

Yes

No


32/38

10. Any Suggestions.

Many of respondents suggested that

1. Retailer suggested that packaging should be further improved.

2. Many of respondent suggested that used as promotional tool to encourage sales during

certain periods the company should provide price off or extra quantity because that

influences directly to the consumer.

3. Some of the respondent suggested that for product awareness the advertisement is

necessary.

4. Other


33/38

Findings


34/38


35/38

SUGGESTIONS

AND

RECOMMENDATIONS


36/38

Suggestions:-

The Suggestions which can be given according to the analysis done in the earlier segment are:

Company should concentrate more on television for advertisement, as mostly people are

attracted through television ads. Company should concentrate on its packing as retailers are least satisfied with it.

Retailers are least satisfied with quality and price of pickles so company should concentrate in

this regard also.


37/38

Conclusion


38/38

Conclusion:-

Frequency of retailers to order all brands of spices varies from weekly to forth nightly in most ofthe cases. As per retailers consumer give maximum importance to quality and brand namewhile purchasing the products .Factors affecting most to the consumers while purchasing spices

is brand name, loyalty and Quality respectively

Swati Project

Documents

Transcript of Swati Project