Abinash(1)

DECLARATION

I do hereby declare that the report entitled as “A PROJECT REPORT OF CONSUMER PERCEPTION ON “MDH Masala” IN Sambalpur” submitted to the Department of Business Administration, Sambalpur University under the esteemed guidance of Dr. T. K. Das (Senior Lecturer) is of my own and is not published anywhere before. It’s genuinely the true copy.

Abinash TripathyRoll no. 78M. B. A, 3rd Trimester,

Sambalpur University .

ACKNOWLEDGEMENT

I am extremely thankful to Prof.(Mrs.)P.Gahan the present H.O.D. of Department of Business Administration, Sambalpur University, for giving his helping hand in completing my project. My sincere thanks to my subject teacher Dr. T. K. Das without whose guidance it would have not been possible on my part to complete Research Methodology Project.

I am very thankful to my friends and relatives who have helped me a lot in collection of necessary information.

Thanking You

Yours Sincerely

Abiansh Tripathy3rd Trimester

M. B. A.Sambalpur University

CONTENTS

1. INTRODUCTION: OBJECTIVES OF THE STUDY ABOUT MDH COMPANY SCOPE COLLECTION OF DATA LIMITATION

2. REVIEW OF LITERATURE: EXECUTIVE SUMMARY

3. RESEARCH METHODOLOGY: MEANING OF RESEARCH SAMPLING METHOD CHI-SQUARE TEST

4. DATA ANALYSIS AND INTERPRITATION: CHI-SQUARE TEST ANALYSIS AND Interpretation

5. CONCLUSION: RESULTS COMMENTS SUGGESTION

6. BIBLIOGRAPHY:

7. ANNEXTURE

INTRODUCTION:

Objectives of the study:

1. To find out the consumption of MDH Masala in different age groups and gender in Sambalpur.

2. To know the present consumers demand of MDH Masala .3. To know how often they purchase and use this product.4. To analyze, how far the consumers are satisfied with the product of MDH

company.5. To find out whether they are satisfied with the quality price being

maintained by the Company.6. To find out what factors affect to choose this product.7. From what sources they did come to know about the product.8. Getting suggestion regarding improving the quality and packing rendered

by the Company.

Mahashian Di Hatti (MDH)

Mahashian Di Hatti Limited is an Indian manufacturer, distributor and exporter of ground spices and spice mixtures under the brand name MDH. It specializes in several unique traditional blends of spices suitable for different recipes (Chana Masala for chickpeas, for example). The company was founded in 1919 by Mahasaya Chuni Lal as a small shop in Sailkot. It has since grown in popularity all over India, and exports its products to several countries. It is associated with Mahasaya Chuni Lal Charitible Trust.

History

Mahashay Chuni Lal started the enterprise in Sialkot (now in Pakistan) on April 13, 1919. In a few years, the spices became very famous and they came to be known as "Deggi Mirch Wale" (the Pot Chilli People), after the name of one of their famous spice mixtures. After the partition of India, Mahashay Dharam Pal, the son of the founder, shifted to Delhi and opened up his shop at Ajmal Khan Road, Karol Bagh under the banner "Mahashian Di Hatti of Sialkot (Deggi Mirch wale)". The name Mahashian Di Hatti means "the Shop of the Magnanimous" in Punjabi.

Growth

The company initially relied on hand-ground spices, but has since shifted to automated machines, with a capacity of producing 30 tonnes of packaged spices in a day. There are large fully automatic manufacturing plants at Delhi, Gurgaon (Haryana), Nagaur (Rajasthan), Ghaziabad (Uttar Pradesh) and Amritsar (Punjab). It has now a network of over 1000 wholesalers and over 4 lakh retail dealers in India. It was ranked 490th among the unlisted Indian companies in 2000-01. MDH pioneered the marketing of powdered spice mixtures in handy attractive

packages. It has been co-opted as member of several committees of the Bureau of Indian Standards. In the last few years, the Exports Division of the company has started exporting the spices to several countries including UK, other European countries, Canada, United States, Japan and Switzerland.

Business Standard has ranked Mahashian Di Hatti (MDH) 490th in terms of total income earned during 2000-2001. The Business Standard Research Bureau ranking is based on a study of 10,278 unlisted limited private companies in India.

Famous products

The MDH brand name is very well known throughout India. The products sold under the brand name include single spices (such as chili, coriander and turmeric) as well as blended spice mixtures. There are over 45 products available in over 100 different packages. The more famous ones are Chana Masala (for chickpeas), Sambar Masala (for Sambar), Kitchen King (for vegetables), Chunky Chaat Masala (for chaat), Garam Masala ("hot spice", multi-purpose) and Chicken Masala. In addition to spices, it also manufactures incense sticks, Ayurvedic tooth powder and havan samagri, a mixture for Hindu ritual sacrifices.

Scope of the study:

Marketing sector is still in developing stage in India, but there are many companies, which have very good name at international level. Again the lower cost of product in India is able to attract more and more people to become a permanent costumer.

People day by day are becoming more and more aware of the fact that they are away of the standard. They can very well judge the standard of the company and the quality of the product being maintained by the company, again they are also able to suggest measures regarding improving the quality of the product. The customers are the king of the market. So it’s the obligation of the company to provide high level of satisfaction to the customers and also to give due to their suggestions to their expectation.

Sources of Data Collection:

The data pertaining to the present study has been collected from the primary sources only with a view to analyze their satisfaction level regarding the quality of the product, its price and the services provided by the company to get the consumers valuable suggestions to improve there on.

The primary data has been collected by conducting a survey with the help of structured questionnaires. The information collected is first and original in nature.

Limitations of the study:

Researcher met the problem of handling respondents due to lack of knowledge and experience in the research fields.

As most respondents are not familiar with such type of market surveys the researcher found it difficult to motivate them in an unbiased way. Many consumers are not able to answer as they find it difficult to get the exact information from the media.

Researcher is a student and also pursuing his own M.B.A. program. Thus, he has taken sample size as per scientific method of calculation. But the whole sample could not be interviewed due to time constraint.

Despite the above mentioned difficulties and limitations, most care has been taken on consumer perception while conducting the research work

MDH Masala in India- Products & Quality:

Products:

ITEM NAME (SHELF LIFE 2 YEAR)  DESCRIPTION

MDH CHILLI POWDER (DEGGI) 120 x 100 gm. (3.5 Oz.)

MDH CHILLI POWDER (DEGGI) 24 x 500 gm. (17.5 Oz.)

MDH CHILLI POWDER (KASHMIRI) 120 x 100 gm. (3.5 Oz.)

MDH KITCHEN KING 120 x 100 gm. (3.5 Oz.)

MDH KITCHEN KING 24 x 500 gm. (17.5 Oz.)

MDH MEAT CURRY MASALA 120 x 100 gm. (3.5 Oz.)

MDH MEAT CURRY MASALA 24 x 500 gm. (17.5 Oz.)

MDH GARAM MASALA 120 x 100 gm. (3.5 Oz.)

MDH GARAM MASALA 24 x 500 gm. (17.5 Oz.)

MDH CHICKEN CURRY MASALA 120 x 100 gm. (3.5 Oz.)

MDH TANDOORI BBQ MASALA 120 x 100 gm. (3.5 Oz.)

MDH SAMBHAR MASALA 120 x 100 gm. (3.5 Oz.)

MDH CURRY POWDER 120 x 100 gm. (3.5 Oz.)

MDH PAV BHAJI MASALA 120 x 100 gm. (3.5 Oz.)

MDH JAL-JEERA MASALA 120 x 100 gm. (3.5 Oz.)

MDH JAL-JEERA MASALA 24 x 500 gm. (17.5 Oz.)

MDH PANI PURI MASALA 120 x 100 gm. (3.5 Oz.)

MDH CHUNKY CHAT MASALA 120 x 100 gm. (3.5 Oz.)

MDH CHUNKY CHAT MASALA 24 x 500 gm. (17.5 Oz.)

MDH CHANA MASALA 120 x 100 gm. (3.5 Oz.)

MDH CHANA MASALA 24 x 500 gm. (17.5 Oz.)

MDH KASURI METHI (PEACOCK) 180 x 25 gm. (.875 Oz.)

MDH KASURI METHI (PEACOCK) (POUCH) 120 x 50 gm. (1.75 Oz.)

MDH KASURI METHI (PEACOCK) (POUCH) 60 x 100 gm. (3.5 Oz.)

MDH T-PLUS (TEA-MASALA) 180 x 25 gm. (.875 Oz.)

MDH AMCHUR POWDER 120 x 100 gm. (3.5 Oz.)

MDH HAWAN SAMAGRI 80 x 200 gm. (7 Oz.)

MDH HAWAN SAMAGRI 40 x 500 gm. (17.5 Oz.)

MDH HENNA POWDER 120 x 100 gm. (3.5 Oz.)

MDH FISH CURRY MASALA 120 x 100 gm. (3.5 Oz.)

MDH DAL MASALA 120 x 100 gm. (3.5 Oz.)

MDH CHATNI PODINA POWDER 120 x 100 gm. (3.5 Oz.)

MDH BIRYANI PULAO MASALA 120 x 50 gm. (1.75 Oz.)

MDH DAHI VADA RAITA MASALA 120 x 100 gm. (3.5 Oz.)

MDH WHITE PEPPER POWDER 120 x 100 gm. (3.5 Oz.)

MDH PAKORA MASALA 120 x 100 gm. (3.5 Oz.)

MDH RAJMAH MASALA 120 x 100 gm. (3.5 Oz.)

MDH TAVA FRY MASALA 120 x 100 gm. (3.5 Oz.)

EXECUTIVE SUMMARY

This project explains the analysis of consumer’s perception regarding MDH Masala product sales, quality, price, consumer service and the image of The Wipro Company. In this paper an attempt has been made to examine the nature of consumer’s perception of The Wipro Company in Sambalpur block.

Our findings indicate about the effect of advertisement, Brand image, sales volume, and qualification of the test being done. Consumers perceived price offs to have relatively greater impact compare to any other form of sales promotion.

The consumers stated that television advertising has been very important for providing information to know about the product. As retailers interacts and observes consumers more frequently and closely than the manufacturer, it would be beneficial for the Company to know the consumer perception regarding the product through the retailers. However, in order to enhance the effectiveness manufacturers should understand consumers and retailers interpretations of their buying behaviors. A study of these perceptions will reveal their preferences, their knowledge and motivation. The study here pertains to consumer’s perception regarding age, gender, qualifications and their occupations.

The firm sales force and promotion of the product depends upon how much training and motivation dealers need. This is because promotion provides benefits such as monetary savings, added value, increase quality and conveniences to the customers and prospective customers. This study is an attempt to address the gap between manufacturer and the consumers by providing empirical support.

Research Methodology :

Meaning of Research:

Research is a common parlance refers to a search for knowledge. One can also define research as a scientific and systematic research for pertinent information on a specific topic. In fact research is an art of scientific investigation. The Advanced Learners Dictionary of Current English lays down the meaning of

research as “a careful investigation or inquiry specially through research for new facts in any branch of knowledge.”

Redman and Mory - define research as a “systematized effort to gain new knowledge. Some people consider research as a movement, a movement from the known to the unknown.”

The term research refers to the systematic method consisting of enunciating the problem, formulating hypotheses, collecting the facts or data, analyzing the facts and reaching certain conclusions either in the form of solution(s) towards the concerned problem or in certain generalizations for some theoretical formulation.

Research problem :

In research problem the first and foremost step happens to be that of selecting and properly defining a research problem.

Research problem in general refers to some difficulty, which a researcher experience in the context of either a theoretical or practical situation and want to obtain a solution for the same.

My research problem is with regard to rural areas and brand implementation. Companies are having new strategies and implementation, which help improving status of the company in different area. With regard to brand, brand implementation in rural areas is one of biggest problem facing by different company.

Maximum people in rural areas are having low perception idea toward new brand and technology.My research objective is to implement perception qualities in rural area through different sources i.e. through advertising, satisfaction etc.

Sampling Method:

In statistics, a simple random sample is a group of subjects (a sample) chosen from a larger group (of population). Each subject from the population is chosen randomly and entirely by chance, such that each subject has the same

probability of being chosen at any stage during the sampling process. This process and technique is known as simple random sampling, and shouldn’t be confused with random sampling.

In small populations such sampling is typically done “without replacement” i.e. one deliberately avoids choosing any member of the population more than once. An unbiased random selection of subjects is important so that in the long run, the sample represents the population. However this doesn’t guarantee that a particular sample is a perfect representation of the population. Simple random sampling merely allows one to draw externally valid conclusions about the entire population based on the sample. Although simple random sampling can be conducted with replacement instead, this is less common and would normally described more fully as simple random sampling with replacement.

Conceptually, simple random sampling is the simplest of the probability sampling techniques. It requires a complete sampling frame, which may not be available or feasible to construct for large populations. Even if a complete frame is available, more efficient approaches may be possible if other useful information is available about the units in the population.

Analysis of Variance / ANNOVA

Analysis of variance abbreviated as ANNOVA is an extremely useful technique concerning researches in the field of both natural science and social science. This technique is used when multiple sample cases are involved. The significance of the difference between the means

of the two samples can be judged through either Z-test or T-test but the difficulty arises when we happen to examine the significance of difference among more than two sample means at the same time. ANNOVA technique enables us to perform this simultaneous test and is considered to be an important tool of analysis. Using this technique one can draw inferences about whether the sample mean of the samples have been drawn from the population having the same arithmetic mean.

The essence of ANNOVA is that total amount of variation in a set of data is broken down into two types that amount which can be attributed to chance and that amount which can be attributed to the specific causes.

Basic principles of ANNOVA :

It is to test for difference among the means of the population by examining the amount of variation within each of these samples relative to the amount of variations between the samples. We have to make two estimates population variation, one based on between sample variance and the other based within sample variance then the said two estimates of population variance are compared with F-test.

Chi-square Test:

The chi-square value if often used to judge the significance of population variance i.e. we can use the test to judge the random sample has been drawn from a normal population with mean ( µ) and with a specified variance (σp2). The test is based on the χ2-distribution.Such as a distribution we encounter when we deal with collections of value that involve adding up squares. Variance of sample requires us to add a collection of squared quantities and thus have distributions that are related to chi-square distribution. If we take each one of a collection sample variances, divided them by the known population variance and multiply the quotient by (n-1), where the n means the no. of items in the sample, we shall obtain χ2 distribution with (n-1) degrees of freedom.

The χ2 distribution is not symmetrical and all the values are positive. For making use of this distribution, one is required to know the degrees of freedom. When we have to use chi-square as a test population variance, we have to work out the value of χ2 to test the null hypothesis as under-

χ2 = (σp2/ σs2) (n-1)

Where, σs2 = variance of the sample σp2 = variance of the population (n-1) = degree of freedom

Then by comparing the calculated value with the table value of χ2 for (n-1) degree of freedom at a given level of significance, we may either accept or reject the null hypothesis. If the calculated value of χ2 is less than the table value, the hypothesis is rejected.

The best known situations in which the chi-square distribution is use are the common chi-square tests for goodness of fit of an observed distribution to a theoretical one, and of the independence of two criteria of classification of qualitative data. However, many other statistical tests lead to use of this distribution. One example is Friedman’s analysis of variance by ranks.

The chi-square distribution has numerous applications in inferential statistics, for instance in chi-square tests and in estimating variances. It enters the problem of testing the mean of a normally distributed population and the problem of estimating the slope of a regression line via its role in student’s t-distribution. It enters all analysis of variance problems via its role in the f-distribution, which is the distribution of the ratio of two independent chi-squared random variables divided by their respective degrees of freedom.

For the use of non parametric test,

χ2=∑(Oij- Eij)/ Eij

Where, Oij = observed frequency of the cell in the ith row and jth column. Eij= expected frequency of the cell in the ith row and jth column.

Chi-Square Test -1:

Null hypothesis (Ho): On the basis of age group there is no significant difference between the users and Non-users of MDH Masala in Sambalpur block.

1. Users and Non-Users On the basis of Age Groups:

Observed Values:

Age Group Below 17 17-22 22-30 30 Above TotalUsers 04 16 72 08 100Non-Users 04 16 02 09 20Total 20 15 15 20 70

Chi-Square Test:

Observed Frequency(O)

Expected Frequency(E)

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

14 14 0 0 012 10 2 4 0.4013 10 3 9 0.9011 14 -3 9 0.6406 05 1 1 0.2003 04 -1 1 0.2502 04 -2 4 1.0009 05 4 16 3.20

χ2= ∑(O-E)2/E= 6.59

Here, Degree Of Freedom (d.f)=(r-1)(c-1) (2-1)(4-1)=3

Chi-Square Test- 2:

Null hypothesis (Ho): Most respondents view about MDH Masala is appropriately priced.

2. On the basis of male and female:

Observed Values:

Gender Male Female TotalAppropriate Pricing

5 10 15

Non appro. Pricing 3 2 5Total 8 12 20

Chi-Square Test:

Observed Frequency(O)

Expected Frequency(E)

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

5 4 1 9 1.2510 10 0 0 03 2 1 1 0.502 1 1 1 1 χ2= ∑(O-E)2/E= 2.75

Here, Degree Of Freedom (d.f)=(r-1)(c-1) (2-1)(2-1)=1

3. On the Basis of Educational Qualifications:

Observed Values:

Educational Qualification

Below 10th

10th +2 +3 P.G.& Professional

Total

Brand Affect 03 06 08 10 16 43Brand not Affects

12 05 03 02 01 23

Total 15 11 11 12 17 66

4. Advertisement effect on the basis of occupation:

Observed Values:

Occupation Students Employees Business Others TotalT.V. Ads. Effect

24 07 05 04 40

Others Effects

05 02 04 02 13

Total 29 09 09 06 53

Data Analysis and Interpretation:

1. Null hypothesis (Ho): On the basis of age group there is no significant difference between the users and Non-users of MDH Masala in Sambalpur town.

χ2= ∑(O-E)2/E= 6.59 but the tabulated value of χ2 for 4 degree of freedom at 5% level of significance =7.81.Comparing table value and the calculated value we find that calculated value is less than the tabulated value. So, hypothesis is accepted. It means there is significant difference between the MDH masalaand non-user.

2. Null hypothesis (Ho): Most respondents view about MDH Masala is appropriately priced.

χ2= ∑ (O-E)2 /E= 2.75 but The tabulated value of χ2 for 1 degree of freedom at 5% level of significance =2.75. Comparing table value and the calculated value we find that calculated value is less than the tabulated value. So, hypothesis is accepted. Therefore, the MDH Masala is appropriately priced.

3. Null hypothesis (Ho): Brand affect plays an important role in purchasing the MDH Masala .

4. Null hypothesis (Ho): Television advertisement is not an effective way for purchasing MDH Masala

Conclusion:

Results:

From the above data analysis and interpretation it is clear that Sambalpur town people are using MDH Masala very much . Respondents were giving their view clearly and are co-operative in nature. Quality and consumer service of the product is quite good. Brand name is famous in the area. TV ads are the most effective way of advertisement here. Packing system of the product is also good. While using MDH Masala they feel satisfactory. When ever they purchase often they prefer to purchase MDH Masala to any other Masala.

It is clear from the questionnaires people always use MDH Masala in any season . It used by both males and females , still then the ratio of children , younger & old peoples , old peoples are very low consume than children’s & younger’s children . The price is affordable , quality is very nice & available in every where. Hence it is used by the major segment of people without hesitation.

To improve the consumer percentage more and more advertisement should be necessary ,varieties of different quality & in different packing size is should be necessary for all people for that they able to get it easily without hesitation...

Comments:

We have to know that , customer is the king of the market. He is the one, who is to decide what should be served to him, whether it may be a product or service or pricing or packing . To survive in today’s competitive market one has to improve its taste, packing quality, Reduce his product price, improve its service quality and also specialization, its services according to the changing needs of the customer. That’s why many companies, now-a-days, are setting grievance cells, feedback mechanism. Problem resolution departments, customer care services and again some are also hiring agencies for conducting market survey to know consumers perception about the company, company’s product and services. One has to devise its products and services according to the costumer’s needs and desires.

Suggestions:

The customers are given the right to give its suggestions and also comment on what is served to them. Also it is important to implement these suggestions to make changes accordingly. One can never satisfies its customers fully, there will be some complaint always but one should continuously work toward minimizing the number of complaints, so that it will meet the expectations of maximum number of customers.

The Company should market its product in better and convenient way, so that it will easily be acceptable to the customers.

The Company should give its priority to the quality of the products. The price of product should be reasonable to its quality. The company should make available of the product in different fragrance. In this globalised world information plays an important role, so

advertisements should be transparent and effective (through mobile) to catch the people mind.

Thus, it is a continuous and long process to build Brand and Company image in the people mind. Consistent and steady effort only can do the job. It’s the prerequisite for any marketers to know the trends of the market for which one has to have constant observation of the market dynamics.

BIBLIOGRAPHY

1. Kothari C.R, Research Methodology, Wishwa Publication.2. Gupta S.P, Statistical Methods, (3rd Edition), Sultan Chand and Sons3. Gupta S.C, Kapoor V.K, Mathematical Science, (4th Edition), Sultan Chand

and Sons.4. Biddle Karen Golder, Locke Karren, Composing Qualitative Research,(2nd

Edition), Sage Publication.5. Fowler J.Fowler, Survey Research Methods.

Applied Social Research Methods, (3rd Edition), Sage Publication, International Education & Professional Publisher .

6. Quantitative Technique and Methodology by Digambar Patri

ANNEXTURE

Model Questionnaire

Questionnaire

I Abinash Tripathy a student of Busniess Administration of Sambalpur University is conducting a Research on Consumer’s Perception on MDH Masale in Sambalpur. I would like you to answer some of questions related to this topic. I assure that the information provided by you will only be used for this research purpose and nothing else.

Part A : Attributes

i. Name :

ii. Address:

iii. Contact No. :

iv. Sex : Male / Female

v. Age :

vi. Educational Qualification : (Kindly Tick)

Below 10th

10th

+2

+3

P.G. & Professionals

vii. Occupation : (Kindly Tick)

Student

Employee

Business

Others

Part B : Questions About the Product :- MDH Masale

How did you find out about our products and services? (Kindly Tick)

Media (television, newspaper, radio)

Internet

Word of mouth

Other

How often do you use the product ? (Kindly Tick)

____Occasionally

____Frequently

____Never

____Often

____Very often

Which product do you find most appealing and satisfactory ?

_________________________________________________

How would you rate the above product on a scale of 1-5 when 1 represents very bad and 5 represents very good?

1 ___ 2___ 3___ 4___ 5____

Do you like the packaging of MDH products?

Yes___ No___

How would you rate the packaging on a scale of 1-5 when 1 represents very bad and 5 represents very good?

1 ___ 2___ 3___ 4___ 5____

How are the prices of our products and services?

___Cheap

___Affordable

___Expensive

___Very expensive

Would you recommend our products and services to another person?

Yes___ No___

Which feature of MDH Masale attracts you?

___Taste

___Quality

___Fragrance

___Price

Are our products readily available?

Yes___ No___

What recommendations and improvements, if any, would you suggest?

_________________________________________________________

Signature :