1 live Project Report On EXPLORING THE PREFERENCES AND ATTITUDE FOR PACKAGED BEVERAGES AND SNACKS GIFTING OPTION DURING DIWALI SEASON LIVE PROJECT report SUBMITTED BY: ASHISH SINGH PANKAJ SINGH SWAKSHAR KARMAKAR Under the guidance of: MR. AMIT SHAH (Group Product Manager) ANANT ZUTSHI (Deputy Manager-HR) Dabur India Limited Ghaziabad(U.P.),INDIA Dr. ANAND agRAwal Associate Professor IILM-CMS Greater Noida
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live Project Report
On
EXPLORING THE PREFERENCES AND ATTITUDE FOR
PACKAGED BEVERAGES AND SNACKS GIFTING
OPTION DURING DIWALI SEASON
LIVE PROJECT report SUBMITTED BY:
ASHISH SINGH
PANKAJ SINGH
SWAKSHAR KARMAKAR
Under the guidance of:
MR. AMIT SHAH
(Group Product Manager) ANANT ZUTSHI
(Deputy Manager-HR) Dabur India Limited
Ghaziabad(U.P.),INDIA
Dr. ANAND agRAwal
Associate Professor IILM-CMS
Greater Noida
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DECLARATION
We, Ashish Singh, Pankaj Singh and Swakshar Karmakar, Home do hereby declare that the
project report on “Gifting options during diwali” season a genuine research work undertaken by
us.
All care has been taken to keep this report error free and we sincerely regret for any unintended
discrepancies that might have crept into this report. We shall be highly obliged if errors (if any)
be brought to our attention.
Ashish singh
Pankaj Singh
Swakshar Karmakar
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Table of Contents
Page Number
1 Declaration 2
2 Acknowledgement 4
3 Executive Summary 5
4 Objective of the project 6
5 Research Methodology 6
6 Findings and Analysis 6
7 Conclusion 19
8 Recommendation 20
9 Word of Thanks 22
10 Annexure
A. Questionnaire For Consumers 23
B. Questionnaires for Dealers 27
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ACKNOWLEDGEMENT
A work is never a work of an individual. We owe a sense of gratitude to the intelligence and co-
operation of those people who had been so easy to let us understand what we needed from time
to time for completion of this exclusive project.
We want to express my gratitude towards Dr. Anand Agrawal, Marketing Faculty, CMS-IILM,
Greater Noida for giving us important guidance to do this project.
Last but not the least, we would like to forward our gratitude to Mr. Amit Shah ,Group Product
Manager, Dabur India Ltd. and Mr. Anant Jutshi ,Deputy Manager-HR, Dabur India , who
always endured us and stood by us and without whom we could not have envisaged the
completion of our project.
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EXECUTIVE SUMMARY
The study was conducted to exploring the preferences and attitude for packaged beverages
and snacks gifting option during Diwali season. A quantitative study was designed with the
structured questions for Dealers and Consumers. The survey was done at 54 shops and 37
consumers in the areas of Greater Noida, Noida, Delhi, Gurgaon, and Ghaziabad.
Around seventy three percent people are aware about the Dabur Real Juice gift packs
Cadbury has highest unaided recall followed by Haldiram and Britannia and then Dabur. During
Diwali season twenty seven percent people indicated Cadbury as their first preference, followed
by Haldiram and Dabur comes at third position. Using Regression analysis we found that
customer satisfaction is affected by appealing gift packs and their perception that receiver will be
happy to get a particular gift pack. Customers consider brand name first followed by price and
then range of products for deciding their gift purchase.
Most consumers purchased one kilogram or one liter of packaged beverages/snacks gift
packs. Dealers push the brands providing better margins like Tropicana. In terms of margins
Haldiram comes at second position and Chintamani and Dabur at third position. However, in
terms of Brand preference Dabur and Cadbury comes at first position.
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OBJECTIVEs OF THE PROJECT
1- To explore the snacks and beverages gifts purchase behavior of customers in Delhi and
NCR during diwali season.
2- To explore the dealers preference for snacks and beverages gifts in Delhi and NCR.
RESEARCH METHODOLOGY
Methods:
We adopted quantitative research techniques using structured questionnaires survey
targeting the customers who have purchased snacks, beverages gift packs during Diwali
season and dealers and retailers offering such types of gift packs.
Sample Size:
Consumer sample size--54
Dealer sample size---37
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Data analysis:
Using frequency and percentages and linear regression with the help of SPSS software.
Section :-(A)
Customers’ Survey Analysis
Brand Awareness
(Q-2 and 3 of the customer questionnaire)
Top of the mind (Rank order)
1st rank top mind of recall (Pie chart with percentage and frequency)
Top of the mind is Cadbury (32%) followed by Haldiram and Dabur (19%).
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2nd
top of the mind recall:
3rd
top of the mind recall:
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4th top of the mind recall:
It is found that Britannia (27%) comes at 2nd
top of the mind, Dabur (19%) at 3rd
top of mind and
Bicano (11%) at 4th
top of mind in unaided awareness.
Aided Recall (Multiple Choice)
Brand Brand awareness %
Parle-Hide & Seek gift pack 46
Cadbury gift pack 100
Chintamani gift pack 46
Bicano gift pack 70
Dabur juice pack 73
Lehar Kurkure 84
Haldi Ram gift pack 89
Priya Gold gift pack 43
Nestle 87
Others 48
From the table it can be clearly inferred that Haldiram brand has highest aided recall, followed
by Nestle and Lehar. Dabur comes at 4th
place.
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Purchase Behavior
Brands purchased by customer this Diwali Season
Among the 54 people 27 % people preferred Cadbury followed by Haldiram. Dabur brand
comes at 3rd
place.
Brands purchased in largest quantity/for highest amount
The consumers purchased Haldiram (30%) brand in maximum quantity followed by Dabur real
juice gift packs (19%).
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Factors affecting gift pack purchase decision
1. PRICE
2. RANGE
3. TASTE
4. PACKAGING:
5. BRAND NAME:
6. PROMOTION
010203040
Brand Name
Range
Price
Packaging
Promotion
Taste
Maximum number of consumers preferred Brand Name followed by Range & Price and then
packaging and promotion. The factor taste is the last consideration.
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Awareness of the Dabur Real Gift Packs
1=Yes
2=No
More than 81%
people were aware
of Dabur real juice
gift packs.
Factors affecting customer satisfaction (Q7)
Result:-
From the Regression analysis we found that the highest impact on customer satisfaction is by the
perception of customers that the receivers will be happy with this gift pack, second highest
impact is by appealing gift pack.
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Demographic Break up of respondents
Annual family income
More than 85% respondents had annual income at least three lakh.
Socio-economic classification
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Most of the respondents have comes category A (Officers and Executives 57%)
Q. 10 Age Frequency and percentage of the respondents.
Most of the respondents have above 26 years of age.
Q.11. Gender Frequency:
Male respondents were 59% and Female respondents were 41%.
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Section: B
Dealer’s Survey Analysis:-
Size of gift pack do the customers purchase the most
Customers likely to purchased 1-2 liters (73%) and followed by 2-3liters (24%).
Gift packs according to popularity/sales
Most selling gift packs were Cadbury followed by Haldiram & Britannia, Nestle and Dabur
comes at 4th
places.
1ST
Rank 2nd
Rank 3rd
Rank
Cadbury Haldiram & Britannia
Nestle Dabur
26%22%
18%14%
Rank 1st Rank 2nd Rank 3rd Rank 4th
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Brand association-
Haldiram and Britannia were more associated gift packs and followed by Dabur. Dabur comes at
first rank in brand name.
Margin in Gift Packs:-
0%
5%
10%
15%
20%
Dab
ur
Hal
dir
am
Bri
tan
nia
Cad
bu
ry
Ch
inta
man
i
Bic
ano
Nes
tle
Parl
e
Pri
ya G
old
Tro
pic
ana
Margin
Dabur
Haldiram
Britannia
Cadbury
Chintamani
Bicano
Nestle
Haldiram gift packs comes first position in term of margin followed by Britannia and Dabur
comes at 3rd
position.
CONCLUSION
Brand Name Dabur & Cadbury Britannia Haldiram
Range of Product Britannia Haldiram Dabur.
Range of prices Haldiram Britannia Bicano & Dabur
Quality Haldiram Cadbury Britannia & Dabur
Dealer promotional activities Britannia Haldiram Dabur
Consumer Promotional Activities
Britannia Dabur Haldiram
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After going thick on the thing, now time is to make a complete picture. From the unaided recall
Cadbury has come in top of the mind and followed by Haldiram and Dabur. And Britannia
comes at 2nd
top of mind. Haldiram has comes at highest aided recall, followed by Nestle and
Lehar. Dabur comes at 4th
place. Customers purchased Haldiram gift pack in maximum
quantity and followed by Dabur Real gift packs. When consumers were going to purchase the
gift pack, they preferred first Brand Name followed by Range & Price of the products and then
packaging and promotion. The factor taste is the last consideration.
From the Regression analysis we found that the highest impact on customer satisfaction
is by the perception of customers that the receivers will be happy with this gift pack, second
highest impact is by appealing gift pack. From all respondents 85% customers have annual
income more than three lakh and their age were of twenty six years, among them maximum
respondents were from either A or B SEC Grid. Most customers were purchased 1-2liters/kg.
Gift packs. In dealers perspective most selling gift packs Cadbury followed by Haldiram and
Britannia, Nestle and Dabur comes at 4th
position. Haldiram gift packs comes first position in
term of margin followed by Britannia and Dabur comes at 3rd
position.
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RECOMMENDATION
Market potential of the Dabur Real Juice is much positive in competitive era and will sure
cover the maximum market share of gifts product. Potentiality of any product depends upon the
futuristic performance of the product. It depends that how much retailers have potentiality to be
permanent seller of DABUR.
For great potentiality it is necessary to improve those factors which are going to affect retailers.
In our study we found some factors which can help to cover great potentiality.
These factors are following:
1-Scheme delivery should in perfect determining time.
2-Some places distributors not able to cover his particular area. That should be improved.
3-Scheme facility should be regular as much as possible.
4-Small pack also should be in the market
5-Always collect the views of retailers. It gives psychological effect on the retailers about
carelessness by manufacturing company.
6-The company should consider creating more awareness about the product packaging and
designing of the brand and providing the felling of belongingness with the brand.
Some specific retailer incentive schemes that were appreciated by the retailers are-
1-Britannia was giving some incentive based on slab system ,on 1st - slab they were giving
2%,on 2nd
slab-4% and on 3rd
slab-5%.
2- But Dealers of Dabur did not give away any specific scheme to the retailers on gift packs.
When we talked to some Distributors and dealers e.g.-
-Mr. Narindra k. Vasshney ,M/S Shiv International(c-3/b East Park Parwana Road ,Delhi-51).