Study on Consumer Behaviour and Buying Pattern

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Summer InternshipProject ReportStudy on Consumer Behaviors and BuyingPattern for Retail Van & HoReCa

2011

Pradeep ChauhanXcellon Institute, School of Business

Submitted on 16/09/2011


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Faculty Guide:

Mr. Mukul KumarHR Faculty, XcellonInstituteAhmedabad

A

Report

On

Study on Consumer Behaviour and Buying Patternfor Retail Van & HoReCa

At

Anil Ltd.

BY

Pradeep Chauhan

School of Business, Ahmedabad

Company Guide:

Mr. Ajay SharmaDy. Manager, Anil Ltd.Ahmedabad


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CERTIFICATE

This is to certify that_________________________________________________,

has completed his summer internship at___________________________

________________________and has submitted this project report entitled

_________________________________________________________________towards partial fulfilment of the requirements for the award of the Post

Graduate Basic Diploma in General Business Management for the Academic

Year 2010-2011.

This Report is the result of his own work and to the best of my knowledge no

part of it has earlier comprised in any other report, monograph, dissertation

or book. This project was carried out under my overall supervision.

Date:

Place:

______________________

Internal Faculty Guide


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Acknowledgements

The satisfaction and excitement that accompanies the successful completion of any task

would be incomplete without the mention of the people who made it possible. Hard

work, resolve, determination and most importantly encouraging guidance and advice,

which served as a guiding light, crowned my efforts with success.

First and foremost, I wish to express my deep gratitude to Mr. Amol Sheth

Chairman & Managing Director, Ahmedabad for granting this unique and wonderful

opportunity for carrying out my project work in Anil Ltd.

I will be forever grateful to Mr. Ejaz Quereshy (GM, Sales), Anil Ltd. Ahmedabad,allowing me to be part and for the invaluable directions and encouragement he

provided throughout the project term.

I wish to express my whole hearted thanks to my guide Mr. Ajay Sharma (Dy.

Manager, Sales), whose inspiration, valuable suggestions and guidance helped in

finishing the project within the specific time.

I would like to express my deep and sincere thanks to my college guide Prof. Mukul

Kumar, Faculty, HR, Xcellon Institute, School of Business, for his constant support

and encouragement.

I would also like to thank everyone who has been involved directly or indirectly in this

project.

Pradeep ChauhanXcellon Institute


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Table of Contents

ACKNOWLEDGEMENTS ........................................................................................................ 4

EXECUTIVE SUMMARY .......................................................................................................... 7

1. INDUSTRY PROFILE .......................................................................................................... 8

1.1ADVANTAGE IN INDIA .............................................................................................................................. 8

1.2 INDIA'S POSITION IN WORLD'S PRODUCTION ............................................................................................... 9

1.3KEY GROWTH DRIVERS OF FOOD PROCESSING SECTOR IN INDIA....................................................................... 9

1.4KEY OPPORTUNITIES IN FOOD PROCESSING SECTOR ....................................................................................... 9

1.5EXPORTS ............................................................................................................................................. 10

2. COMPANY PROFILE: ....................................................................................................... 11

2.1HERITAGE: ........................................................................................................................................... 112.2 JOURNEY............................................................................................................................................. 11

2.3MILESTONES........................................................................................................................................ 12

2.4VISION: ............................................................................................................................................... 13

2.5MISSION: ............................................................................................................................................ 13

2.6SAFETY,HEALTH &ENVIRONMENT INITIATIVES: ......................................................................................... 13

3. 4PS OF ANIL LTD. ............................................................................................................ 15

3.1PRODUCTS:.......................................................................................................................................... 15

3.1.1 QUALITY: .......................................................................................................................................15

3.1.2 INFRASTRUCTURE: ...........................................................................................................................16

3.1.3 TEXTILE .........................................................................................................................................16

3.1.4 FOOD &BEVERAGES........................................................................................................................16

3.1.5 PAPER. ..........................................................................................................................................16

3.1.6 PHARMACEUTICALS .........................................................................................................................16

3.1.7 ANIMAL FEED.................................................................................................................................16

3.1.8 OTHERS.........................................................................................................................................17

3.2PRICE ................................................................................................................................................. 17

3.3PROMOTION........................................................................................................................................ 17

3.4PLACE: ................................................................................................................................................ 17

4. SWOT ANALYSIS OF ANIL LTD. .................................................................................. 18

4.1STRENGTHS: ........................................................................................................................................ 18

4.2WEAKNESS .......................................................................................................................................... 18

4.3OPPORTUNITY...................................................................................................................................... 18

4.4THREAT............................................................................................................................................... 18


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5. PROJECT INTRODUCTION ........................................................................................... 19

5.1WORK ASSIGNED BY THE COMPANY: ......................................................................................................... 19

5.1.1 MARKETING RESEARCH ....................................................................................................................19

5.1.2 IDENTIFY ASSORTMENT SIZE: ............................................................................................................20

5.1.3 IDENTIFY ROUTE PLAN: ....................................................................................................................20

5.1.4 AREA OBSERVATION: .......................................................................................................................205.1.5 TAKING PERMISSION FROM THE CHAIRMEN: ........................................................................................20

5.1.6 PLACE FOR RETAIL STORE..................................................................................................................20

5.1.7 UNDERSTAND HORECA BUSINESS ......................................................................................................20

5.2RESEARCH PROCESS: ............................................................................................................................. 21

5.2.1 RESEARCH PROBLEM: ......................................................................................................................21

5.2.2 MANAGEMENT RESEARCH PROBLEM:.................................................................................................21

5.2.3 RESEARCH OBJECTIVE: .....................................................................................................................21

5.2.4 SCOPE OF THE STUDY.......................................................................................................................21

5.2.5 RESEARCH METHODOLOGY: .................................................................................................... ..........22

5.2.6 RESEARCH DESIGN: .........................................................................................................................22

5.2.7 RESEARCH QUESTIONNAIRE: .............................................................................................................22

6. RESULTS AND ANALYSIS ............................................................................................. 23

6.1FINDINGS IN CONSUMER RESEARCH.......................................................................................................... 30

6.2SUGGESTIONS ...................................................................................................................................... 31

7. LEARNINGS ...................................................................................................................... 32

8. REFERENCES ..................................................................................................................... 33

9. APPENDIX .......................................................................................................................... 34

9.1QUESTIONNAIRE................................................................................................................................... 34

9.1.1 CONSUMER BUYING BEHAVIOUR QUESTIONNAIRE:...............................................................................34

9.1.2 SECOND QUESTIONNAIRE FOR HORECA BUSINESS ...............................................................................37

9.2ROUTE PLAN FOR VAN ........................................................................................................................... 40

9.1FINDINGS IN HORECA ............................................................................................................................. 42


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Executive Summary

It was a very nice experience of Two Month Internship program for me to work with Anil

ltd. during the two months of Summer Training I worked on Foods (Fruits & Vegetables,

Dairy, Bakery Product) Industry. My project was based on Food Processing and Retail

Venture of Fruits & Vegetables. My Firm primarily wants to get engaged into the present

value chain by Providing Processed Food Solutions to customers and also to provide retail

convenience.

As part of Baska Farm retail, initially they wish to start with Ahmedabad and later on to

be a Pan India phenomenon.

Later on In Baska Farm Food Processing they wish to enter in to Instant Mixes, Ready toCook, Ready to Eat, Frozen, Retort Packs, and Imported Sauces etc..

In this project The Customer focus will be to cater:

HoReCa Hotels, Restaurants & Caterers.

Institutions Modern Retail Outlets, Government Services etc.

Retail Mobile Retail, Shop in Shop & Retail Outlets.

Private labels Modern Retailers, FMCG Companies etc.

Exports US, UK, South East Asian Countries, Africa etc.

Second Was HoReCa Business. The main purpose of our project was:

Identify Assortments / Pack Sizes Ideal Quantity of each assortment Van Retail

Identify Route Plan / Society Identification / Tie up for Van Retail

Survey the Right Location for Retail store

Survey the Assortments / Pack sizes for Retail Store.

Understand how HoReCa business operate and trying get a foot hold.

Understand Modern Retail, buying Pattern and trying to get registered with them.


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1. Industry Profile

Food processing involves any type of value addition to agricultural or horticulturalproduce and also includes processes such as grading, sorting and packaging whichimprove shelf life of food products. The food processing industry provides criticallinkages and synergies between industry and agriculture. The Food Processing Industry

sector in India is one of the largest in terms of production, consumption, export andgrowth prospects.

The government has accorded it a high priority, with a number of fiscal reliefs andincentives, to encourage commercialization and value addition to agricultural produce, forminimizing pre/post harvest wastage, generating employment and export growth. India'sfood processing sector covers a wide range of products fruit and vegetables; meat andpoultry; milk and milk products, alcoholic beverages, fisheries, plantation, grainprocessing and other consumer product groups like sweets, chocolates and cocoaproducts, Soya-based products, mineral water, high protein foods etc.

Indian food processing industry is widely recognized as a 'sunrise industry' having hugepotential for uplifting agricultural economy, creation of large scale processed foodmanufacturing and food chain facilities, and the resultant generation of employment andexport earnings.

The industry is estimated to be worth around US$ 67 billion and employing about 13million people directly and about 35 million people indirectly. The food processing sectorin India is geared to meet the international standards. Food Safety and StandardsAuthority of India has the mandate to develop standards and also to harmonise the samewith International Standards consistent with food hygiene and food safety requirementand to the conditions of India's food industry.

Two nodal agencies, Agricultural & Processed food products Export DevelopmentAuthority (APEDA) and Marine Products Export Development Authority (MPEDA), wereformed for promoting exports from India. MPEDA is responsible for overseeing all fishand fishery product exports; APEDA, on the other hand, holds responsibility for theexports of other processed food products.

1.1Advantage in India

India is one of the largest food producers in the world India has diverse agro-climatic conditions and has a large and diverse raw material

base suitable for food processing companies

India is looking for investment in infrastructure, packaging and marketing

India has huge scientific and research talent pool

Well developed infrastructure and distribution network


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Rapid urbanisation, increased literacy, changing life style, increased number of

women in workforce, rising per capita income- leading to rapid growth and new

opportunities in food and beverages sector

50 per cent of household expenditure by Indians is on food items

Strategic geographic location (proximity of India to markets in Europe and Far

East, South East and West Asia).

1.2 India's Position in World's Production

Largest producer of milk in the world (105 million tonnes per annum)

Largest livestock population(485 million tonnes per annum)

Second largest producer of fruits & vegetables (150 million tonnes per annum)

Third largest producer of food grain (230 million tonnes per annum)

Third largest producer of fish (7 million tonnes per annum)

52% cultivable land compared to 11% world average

All 15 major climates in the world exist in India

46 out of 60 soil types exist in India

20 agri-climatic regions

1.3Key Growth Drivers of Food Processing Sector in India

Increasing spending on health and nutritional foods.

Increasing number of nuclear families and working women

Changing lifestyle

Functional foods, fresh or processed foods

Organised retail and private label penetration

Changing demographics and rising disposable incomes

1.4Key Opportunities in Food processing Sector

Processable varieties of crop

Contract farming

Investments in infrastructure through Public Private partnership (PPP)

Mega Food parks


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Integrated cold chain

Food safety Management Systems

1.5Exports

Exports of organic food products are expected to grow five-fold by 2015, according to

the Agriculture and Processed Food Products Export Development Authority(APEDA). The Government agency expects exports to touch US$ 1.43 billion by 2014-15 against US$ 280 million in 2010-11.

Exports of agricultural products from India are expected to cross around US$ 22 billionmark by 2014 and account for 5 per cent of the worlds agriculture exports, accordingto the Agricultural and Processed Food Products Export Development Authority(APEDA).

Spice Board has revealed that the export of spices from India during 2010-11 hasregistered an-all-time-high both in quantity and value. During the year, a total of 5,

25,750 tones of spices and spice products valued at US$ 1,502.85 million were exported,as against 5, 02,750 tones valued at US$ 1,173.75 million in 2009-10. This is an increaseof 5 per cent in volume and 28 per cent in dollar terms of value.

India will be setting up a global platform for spice trade. The organization namedWorld Spice Organization (WSO) will be headquartered in the Kochi, Kerala. Spicerelated organizations across the world will be coordinating prices across the world andaddress the issue of food safety regulations through WSO.


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2.Company Profile:

2.1Heritage:

More than 70 Years of Experience

Pioneer in the Corn Wet Milling Industry in India

From a humble start of 1ton/day grind, today grinds 550tonnes/day

Pioneering new technologies

Located in the prime locality of Ahmedabad, Gujarat on a land area of 150,000

square meters within

5km proximity to international airport

First manufacturer of corn starch and its derivatives in the country

Catering to wide range of over 30 End User Industries

2.2Journey:

Anil Limited was founded in 1939, under the pioneering vision of Shri ChinubhaiManibhai Sheth. Today, our vision continues to become Indias leading BusinessGroup with a global outlook offering innovative value added Products & Servicesthrough Technological, Conceptual and Execution excellence. Anil Limited, thegroups flagship company pioneered the introduction and manufacture of variouscorn wet milling, products for textile, paper, food, pharmaceutical and otherindustries in India. Over the last 15 years, Management Team has implemented the

vision of moving from a family managed, starch focused company to aprofessionally managed, diversified group while maintaining a steady course ofgrowth.

The range of products that Anil Limited manufactures is Native Starch, ChemicalStarch, Modified Starches, Dextrin, Dextrose Monohydrate, Liquid Glucose, CornSyrup, and Sorbitol. Anil Limited has a large range of modified starches that catersto various applications in these industries. The core strengths of Anil Limited is itsrelentless pursuit of innovation and research and development capabilities coupledwith a keen sense of understanding the ever changing needs of its customers.

Anil Limited is a publicly listed company and traded on the BSE, Indias premierstock exchange and has a market capitalization of approximately Rs. 200 crores.


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2.3Milestones:

1941 Commencement of Corn Wet Milling (CWM) facility

1943 Commencement of Corn Syrup Production

1951 Commencement of Calcium Gluconate facility

1959 Commencement of Dextrose facility

1967 Commencement of Enzymes facility

1970 Commencement of Anhydrous dextrose productionEstablished R & D

1976 Commencement of Sorbitol production

1980 Gradual augmentation of starch manufacturing capacities

1995 - 2001 Re-engineering of Business FocusIncreased activity on R&D front &commercialization of new modifiedstarch

2001 - 2002 Major Corporate Restructuring (Consolidation of starch business,Hiving of Non-starch business)

2002 - 2003 Augmentation of CWM capacity to 350 TPD Completion ofbottlenecking exercise

2003 - 2004 Further augmentation of CWM capacity to 400 TPD

2004 - 2005 Commencement of Pharma starch plantCommercialization of three major modified starchesInstallation of new FBC BoilerAugmentation of R&D pipeline by addition of new products

2005 - 2006 Increase of CWM capacity to 450 TPDIncrease of capacities of value added products

2006 - 2007 Increase of CWM capacity to 500 TPDIncrease of capacities of value added productsInstallation of ERP-SAP

2007 - 2008 Increase in capacity of modified starches. Also Anil HospitalityVentures Limited established


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2.4Vision:

Drive growth through Technology Excellence and expand into new, global marketswith specialty products manufactured through Bio and Polymer technology toachieve a dominant player status.

2.5Mission:

Expand the business by establishing presence in the global markets and growingIndian market by striving to provide total customer satisfaction and competitivevalue to the customer through total quality excellence.

2.6Safety, Health & Environment Initiatives:

Anil Limited is committed to operations and practices, which prevent harm to peopleand damage to environment or property. The following principles for safety, health

and environment (SHE) resulting from the companys ethical conviction takeprecedence and apply throughout ANIL group.

Anil Limited actively manages SHE as an integral part of our business and

operations practices, and applies comprehensive SHE management systems.

Anil Limited requires its regional and local managements to comply in their area of

responsibility with the applicable laws and the internal and external SHE

requirements.

Anil Limited requires its regional and local managements to integrate security

measures into their SHE management systems. Security measures must at least

encompass the protection of facilities, equipment, know-how and data, and the

transportation and storage of dangerous goods.

Anil Limited strives to minimize the environmental impact of its operations and

business practices as well as to optimize the use of natural resources by our

processes and products.

Anil Limited will maintain a safe workplace environment for our employees and

provide appropriate information and training to increase their skills and promote

their safety, health and environmental awareness. All employees have a

fundamental responsibility for SHE matters at work.

Anil Limited is committed to continual improvement of its SHE performance and

measure the progress by specific SHE performance indicators.


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Anil Limited promotes measures to increase the eco-efficiency of its investments

and optimize its SHE costs, while maintaining technological competitiveness.

Anil Limited operates only processes, apply technologies and develop / handle

products, which are assessed for their SHE risks. Safe handling and use of our

products is to be guaranteed internally as well as communicated externally.

New or modified processes and installations must be subjected to a systematic risk

assessment prior to introduction. All raw materials, intermediates and products are

assessed for their quality and safety compliance.

Anil Limited has emergency procedures in place and emergency response

organizations at all its sites to control and limit the impact of incidents and threats.

All internal and external communication channels in case of an emergency are

defined and operable.

Anil Limited periodically audits its operations, business and management practices

at all its sites with regard to SHE performance and compliance.

Anil Limited openly communicates and provides information on its SHE

performance to our employees, customers, shareholders and investors,

governmental authorities and the public at large.

Anil Limited wants to ensure that its business practices conform to its ethical conviction

and the principles of sustainable development


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3.4Ps of Anil Ltd.

3.1Products:

Because of Anil Limiteds trusted quality and service, some of its brands have becomevery popular amongst its customers. Customer service at Anil Limited goes beyond therealm of solving problems pertaining to our own products. Our Application Developmentteam comprising of highly qualified and trained technical personnel in different end userindustries are capable of reducing costs or adding value to customers' products. Theywork in close association with our customers and also engage our R & D to develop newcost-effective solutions for them. Not surprisingly then, its R & D Department, approvedby the Department of Scientific & Industrial Research, Government of India, and ourlibrary are perhaps the best in the industry.

Anil Limited Product Range

Native Starch (Corn Starch)

Food Grade Starch

Pharma Grade Starch

Modified Starch

Dextrins

Liquid Glucose (Corn Syrup)

Dextrose Monohydrate

Glucose AnhydrousCorn Gluten Meal

3.1.1Quality:

Anil Limited caters to varying demands of different industries; so maintaining quality ofstarch products is of utmost importance. Anil Limited has earned immense reputationamong its clients for providing them with good quality products and services. For this, ithas a separate Quality Assurance department which plays an important role to have aproduct right first time as per the requirements of the customers. Each and everyproduction department has an in-house laboratory to control processes online.

These laboratories work independently and the advantage of establishing theselaboratories within the plant is that it allows an effective communication between thequality assurance and process control personnel. Plant supervisors are, thus, betterinformed to monitor the process more effectively, which ensures that the finishedproducts meet all the required quality specifications. The raw materials used in themanufacturing process are also checked and verified. Anil Limited has successfully


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implemented various quality control techniques like Kaizen, TQM, and 5S to enhance theoverall quality.

3.1.2Infrastructure:

Anil Limited has a lavish manufacturing facility with all modern machines and

equipments to carry out smooth production. Anil Limited is the first to implement SAP,which makes the production process much more efficient and prompt. It has a wellequipped R&D centre, recognized by the DSIR, Government of India, which works onnew product development, application development, process modification and costreduction.

Anil Limited caters to requirements of end-user industries, which include:

3.1.3Textile : Basic Starch is of paramount importance in the areas of sizing, finishingand printing. Modified Starch is also used a printing thickener.

3.1.4Food & Beverages : Basic Starch is basically used for thickening sauces, pudding &gravies. It is also used in bakeries and for preparing ice cream cones.

3.1.5Paper : Starch is widely used in surface sizing to enhance appearance and has theability to increase paper strengths and stiffness.

3.1.6Pharmaceuticals : Starch is used in tablet coating and drug formulation. LiquidGlucose is an essential ingredient in manufacture of variety of syrups, antacidsuspensions and other mixtures as it has a unique property of balanced sweetness.

3.1.7Animal Feeds : By-products is useful in cattle and poultry feeds as it activatesweight increase in animals and table birds. Gluten (by-product) is a rich source ofprotein and is used in poultry feed as it contains 65% protein.


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3.1.8Others:

3.2Price:

Anil Ltd. pricing strategy is different for different product. It is different according toquality and features of the product. Also Anil Ltd. is targeting to the all segments of thecustomers So, the price is different according to different segment and brand value of the

product.

3.3Promotion:

Anil Ltd. using different marketing and promotion strategy for different product. Theyuse print media and digital media for the promotion of their product. Also they domarketing of their products through word of mouth and publicity.

3.4Place:

Anil Ltd. have very good distribution channel for their products. They sell their product

in all over India and also export their products in U.K, U.S and other countries


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4.SWOT Analysis of Anil Ltd.

4.1Strengths:

Pioneer in the country for various Starch & Bio-products

Excellent Brand Equity

DSIR recognized R&D Centre and one of the best library in the industry

Continuous development of new products & applications

Wide range of products to cater to the needs of various industries

Pan-India customer base and distribution network

Presence in more than 35 countries across 4 continents and still growing

Excellent infrastructural facilities

Qualified technical and support staff

4.2Weakness:

Anil Limited is committed to operations and practices, which prevent harm to

people and damage to environment or property.

4.3Opportunity:

Tie-ups for inorganic growth

Customized technical support and service to customers

Application development

Product Innovation

4.4Threat:

High Competition

Government Policies


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5.Project Introduction

My project is Market Research at Anil Ltd. In this I have to research regarding Fruits &Vegetables, Dairy, Bakery, Instants Mix Products and Ready to Cook etc. For This I gotMy area for research is Koba circle to Sector 2 Gandhinagar my work is to find potential of

the market, problem that people facing in their area related to buy fruits & vegetables andidentifying their need, and after give findings and suggestion to the company and also Ihave to find the place for retail store in this area this is first research.

Second was HoReCa in this I have to go in Hotels, Restaurant and Caterers for gettinginformation from where they buy Fruits & Vegetables, Dairy, Bakery, Instants MixProducts and Ready to Cook etc. and about their current supplier.

For conducting a research first we should know what research is?

Research always starts with a question or a problem. Its purpose is to find answer to

question through the application of the scientific method. Its is a systematic andintensive study directed towards a more complete knowledge of the subject studied.

In short, the search for knowledge through objective and systematic method offinding solution to a problem is research.

Research:

R = Rational way of thinking

E = Expert & exhaustive treatment

S = Search for solutionE = Exactness

A = Analytical analysis of adequate data

R = Relationship of fact

C = Critical observation, Constructive attitude, Condensed & compactly stated

Generalization

H = Honesty & Hard work

5.1Work assigned by the company:

Company gave me different type of work.

5.1.1Marketing Research

Marketing research for Van:


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I have to conduct marketing research in areas which was assigned to me by thecompany. The area assigned to me was koba circle to sector2 in this area have toconduct consumer research in each and every societies and apartments of theseareas.

Marketing research for HoReCa:The area assigned to me for HoReCa research was Airport road, Sahibaug, S. G.

Road and Laldarwaja in this I have to research Hotels, Caterers and Restaurant ofthese areas.

5.1.2Identify Assortment Size:

Means which fruits and vegetable we have to include in Van also indentify theassortment size for every Societies and Apartments.

5.1.3Identify Route Plan:

Means when van should go where? How much time van should spend in each andevery Societies and Apartments? For this I have to make timing scheduled of Vanaccording to societies and Apartments.

5.1.4Area Observation:

Observing whole areas and identify how many thelewala are coming in societies?In which part of day and what timing they are coming? How many Malls,provision, cosmetics shops, schools and temples are there in area? Also I have toidentify occupancy level of each apartments and societies.

5.1.5Taking permission from the Chairmen:

I have to meet chairmen of societies and apartments and convince them and takepermission for the van to enter their societies and apartments.

5.1.6Place for Retail store

I have to indentify in which place can be open retail store according to theoccupancy level of that place.

5.1.7Understand HoReCa business

Understand the buying pattern of hotels and restaurants from where they buyfruits & vegetables, dairy and ice-creams. Also identify their assortment size, onwhat time they buy fruits & vegetables and dairy products.


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5.2Research Process:

5.2.1Research Problem:

Information about the project assigned by the company ANIL ltd. is coming into FMCGsector so they want to launch their fruits and vegetable van in surroundingsAhmadabad Areas. So, for that I have to conduct Marketing Research in surroundings

Ahmadabad Areas.

5.2.2Management Research Problem:

Determine Big Strength and Weakness of Food Processing, Retail Venture & HoReCaBusiness.

5.2.3Research Objective:

To identify Assortments / Pack Sizes / Ideal Quantity of each assortment Van

Retail.

To identify Route Plan / Society Identification / Tie up for Van Retail.

To survey the Right Location for Baska Farm Retail store.

To Survey the Assortments / Pack sizes for Baska Farm Retail Store.

To understand how HoReCa business operate and trying get a foot hold .

To understand Modern Retail, buying Pattern and trying to get registered with

them.

To Understand Other Avenues of Retail / Wholesale.

5.2.4Scope of the Study

In this Market research for Retail Van & HoReCa Food Processing I have been giventwo Projects.First project Was Study the area my area is Koba Circle to Sector 2 Gandhinagar forRetail Vans

Second Was HoReCa Business. In this I have to cover Premium Hotels & Restaurant ofAhmedabad & Try to collect all information regarding to Fruits, Vegetables, DairyProducts, Bakery Product, Ready to Cook Products etc


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5.2.5Research Methodology:

In this research I have collected Primary data it can be collected in two ways eitherthrough experiment or through questionnaire. In my research I have collected data byquestionnaire.

As I have to collect data for Retail Van & HoReCa so I have two type of questionnaireone for Retail Van & second for HoReCa.

I have used open ended questionnaire for information.

5.2.6Research Design:

There are three type of method:

Exploratory Research

Descriptive ResearchCausal Research

Consumer Behaviour:Research method used for this study was exploratory method because I have to getthe deep insight about consumers buying behaviour of fruits and vegetables and alsoI have to get insight about area and observe the whole area problem.I used random sampling method for collecting research because I have to randomlycollect the information from people.

For HoReCa:

Research design used for hotel and restaurant is descriptive research design becausewe have to get detail information from hotels and restaurants.

5.2.7Research Questionnaire:

For getting the best result you have to have the best and simple question so that youcan get effective information. I have two questionnaires first for consumer researchand second for HoReCa Business. I attached in appendix.


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6.Results and Analysis

This analysis based on 90 respondents which I surveyed in my area.

Q. Where do you generally buy?

In my area there is no mall so that people less intrested to buy from Supermarket they areprefered to buy Fruits & Vegetables from Sector 7 & 21 there is big market for that andalso they are buy from thelewala.

Q. Why do you buy from the place mentioned?

In the sector 7 & 21 there is fresh Fruits & Vegetables available so they like to buy fromthere and there is quantity and variety also much better available than anywhere else thatis why people are like to buy from there.


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Q. When they Buy?

This graph described that on what frequency people prefer to buy fruits and vegetable. So,in koba circle to Infocity areas people buy fruits and vegetables on frequency of 2 to 3days. They do not prefer to buy fruits and vegetables daily basis because distance betweenkoba circle to sector 7&21 is 10k.m. So, it is difficult for people to buy fruits and vegetablesin daily basis.

Q. Time Preferred by People

From my area sector 7 & 21 is far away so they cant go for daily bases they have to go 2 to3 days and buy as bulk and they are doing different activity also like wondering, visitingtemple so they are like to go in evening time.


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Q. Products People buy from multiple locations

In this question according to my survey people used to buy provision & cosmetics fromdifferent location they are loyal to the dairy product and bakery and Fruits & Vegetables.

Q. Convenience you are looking for

In my area Koba circle to Sector 2 Gandhinagar there are no Fruits & Vegetables available

so they wants at their place most. People also prefer SMS/phone service because throughSMS/phone they can give pre-order of fruits and vegetables.


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Q. In emergency from where you buy?

Mostly people buying fruits & vegetables in a bulk there is no emergency it still happensthey have to buy from market or nearby thelewala.

Q. Why do you change your place?

Mostly they are changing their place because of emergency otherwise they like to buyfruits & vegetables from Sector 7 & 21 I can say that they are loyal customer

Q. Will you prefer ready to cook?

I have surveyed around 90 respondent most of them are not ready to buy ready to cookbecause they said that in this they dont get the real taste as by homemade so they are notlike to buy.


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Q. Will you buy F/V from us on daily basis?

They all said Yes because they have not an option to buy fruits & vegetables fromanywhere else.

Q. Buy separately or club with other activity?

They have to go far away for buying the fruits & vegetables so they have to club thereactivity with each other they are clubbing the activity like visiting the temple, buy grocerywith Fruits & Vegetables etc


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Q. Does your vendor provide door to door service?

Some society have this service there is a thelewala going to their home but they are notproviding the good quality, variety etc. so people not buy from them.

Q. Pre-cut Prefer or not

Respondent not preferred the pre-cut because pre-cut vegetables are perishable so theyare not interested. Also people think that pre-cut vegetables quality was not good that is

why most of people dont want to buy pre-cut Fruits & Vegetables.


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Q. Do you have school going kids

In my area there are most of nuclear family so they there is less number of family haschild. This is new area for residential.

Q. Main problem people facing

In my area all people are from upper middle class so they have quality problem ratherthan price they want best quality at any price level. Some people also have price andquality both.

Sector 2

Q. Main Problem people face

In my area sector 2 all people are from middle class so they have price problem ratherthan quality they want best quality at low price level. Sector 2 is totally opposite from theKoba circle to Infocity area. Because they have the Sector 7 & 21 market only half KM sothey are not much facing the problem.


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Q. When you buy?

Most of people like to buy in the evening so that they can do different activity also and

fruits & vegetable available far away from the home so they like to buy in evening.

6.1Findings in Consumer Research

Koba circle to Infocity areas

People prefer to buy F/V from Van on daily basis

There is no any Mall and F/V market

Dairy and Bakery products easily available

Fruits are not available

Place for retail store is near pratik mall areas

Most of the people buy F/V from Sector7&21

People prefer to buy in evening time(5 to 7)

In emergency people preferred to buy from Sector 7 & 21

Mostly People buy F/V per 2 to 3 days

Main problem in most of the areas is Quality Mostly Provision and cosmetics people buy from multiple location

SMS/phone and door to door service more preferred

Pre-cut and ready to cook less preferred

Locality of the people mostly Gujarati

No Cosmetics shops in whole area


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Sector 2 findings

People buy F/V per 2 to 3 days

People prefer to buy from us on daily basis

Pre-cut and Ready to cook less prefer

People prefer SMS/Phone service

Main problem is high price

Dairy and bakery products easily available

There is no F/V market

Daily 2 thelevalas are coming in evening time

Distance between sector2 to sector7 is 1K.m

Most of the people are govt. employee

6.2Suggestions

Not include dairy and bakery products

Put vegetables(assortment) like Lady finger, potato, onion, tomato, cauliflower,

brinjal

Keep Namkins, Khakhra, papad, hair dye, Pickles, snacks etc.

Include pre-order and Phone service

Put price tag to each F/V in van

Quality of the F/V should be good

Provide loyalty card

Give timing scheduled of van to each society and flats

Put different F/V every day

Provide schemes and discounts

Sales man should have good communication skill in Guajarati and Hindi

Provide customer care service(call centre)

Van should not go on daily basis

Van should be maintain properly

In sector 2 Price should be equal or less than sector 7&21


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7.Learnings

Communication with Strangers: I have to talk with strangers so that I can get the

information about the consumer choice at the time of buying Fruits & Vegetables

this is nice experience with the different type of people

Questionnaire Design: I have to make questionnaire simple so that I can remember

all the question and can get a more information

Data Analyzing: I have also analyze the data above mention according the research

Question

Official Meeting: I have attended around 15 meetings at Anil Ltd.

Timing schedule: I have made the time schedule for van that when van will go

where in my area it is very difficult task for me

Area Mapping: I have made map for my area Koba circle to Sector 2 Gandhinagar

according to Society Serial number

Market Segment: according to Anil Ltd. Market segment is upper and upper

middle class I have to research in my area except village there are people lie in this

segment

In my area there are people facing the problem of buying Fruits & Vegetables

according to my research I fill.

There is a potential scope for selling Fruits & Vegetables according to me

According to me people wants a good quality of Fruits & Vegetables at cheap price

Acquire knowledge and Analyze Areas: I got brief knowledge about Koba circle to

Sector 2 area. Also I got brief knowledge about hotels and restaurants of

Ahmedabad.

Learnt about chain of Milk how milk supply one to another

Also know some route of Ahmedabad

In my two month summer internship I met upper class people to lower class people

I fill lower class people are more response then upper class people


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8.References

Websites:

Anil. http://www.anilltd.com.

. http://www.anilltd.com/productapplication/corn-tarch-products/textile.htm.. http://www.anilltd.com/company/vision-mission.htm.. http://www.anilltd.com/company/heritage-journey.htm.. http://www.anilltd.com/company/strengths-and-growth-drivers.htm.. http://www.anilltd.com/company/quality-management-system.htm.

IBEF. http://www.ibef.org/industry/foodindustry.aspx.

India Business. http://www.indianbusiness.nic.in.

Wikipedia. http://en.wikipedia.org/wiki/Starch.

Books Referred:

Koneru, A. (2010). Professional Communication. In A. Koneru, ProfessionalCommunication. Tata McGraw Hill Education Private Limited.

Malhotra, N. K. (2011). Market Research. In N. K. Malhotra, Market Research. PearsonPublication.

Zikmund, W. G. (2011). Business Research Methods. In W. G. Zikmund, Business

Research Methods. Cengage Learning Publication


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9.Appendix

9.1Questionnaire

9.1.1Consumer Buying Behaviour Questionnaire:

1. Where do you generally buy the following from? How much do you buy from each of

them?

Vegetables thelewala, mandi / market, supermarket

Fruits thelewala, mandi / market, supermarket

Cosmetics kirana store, supermarket (what kind of cosmetics you generally buy?)

1..1.Why do you buy from the places mentioned above? (Keep it open ended but can

prompt)

Good price

Timely availability of the products

Quality / Fresh

Variety

Brand name

Convenient nearby

Previous experience

Advertisements

Family / friends opinion

Customized service

Discounts / offers

Billing process

Experience parking, comfort, display, cleanliness

2. What do you buy in the following and in what quantity?

Provisions Bakery

Dairy

3. For which products you buy from multiple locations? Will you buy the same products

from us, if we provide you with everything like provisions, bakery, dairy, fruits and

vegetables?


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4. If there is a guest / shortfall of any product as an emergency from where you

generally purchase? Will you prefer Ready-to-Cook?

5. What is the favourite vegetable and meal of your family? Do you experiment with new

kind of curries, sweets, snacks etc?

6. Rank them on a scale of 1 to 5, 1 being highest and 5 being lowest preference ofbuying from. Why?

Reliance Fresh

Star Bazaar

Thelawala

Big Bazaar

Standalone Fruit & Vegetable Store

7.

How often do you buy the following? And in what part of the day do you generallyprefer to buy?

Vegetables

Fruits

Provisions

Bakery

Dairy

8. Will you buy F/V from us on a daily basis?

9. Do you have a school going kid in your house? If yes what snacks you prefer to give to

him on a daily basis? What is your purchase pattern of the products?

10.Do you club the buying with any other activity or spare / plan individually for it?

(Which activity Morning walk, dropping your child to school, Visiting a temple, etc.)

Vegetables

Fruits

Provisions Bakery

Dairy

Mention the distances of these location from your house School, Park, Club house, Temple, etc

11.Do you regret putting extra efforts / spending money for commuting / sparing

dedicated time for buying above?


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12.When / why do you change your store / place of purchase (if at all you do change)?

13.Does your vendor provide door-step service?

14.What type of convenience you are looking for? (Open ended, but can prompt)

At your place / premises Web enabled service

Time preference

SMS / Phone

15.What convenience / extra service do you desire for the following?

(What GAP you feel should be addressed in the following? E.g. Pre-cut vegetables / fruits,

Packed Sprouts, etc.)

Vegetables

Fruits

Provisions

Bakery

Dairy

16.Are you satisfied with the following services you are getting from your existing outlet?

(Mention Yes / No against each service)

Good price

Timely availability of the products

Quality / Fresh

Variety

Brand name

Convenient nearby

Previous experience good

Advertisements

Family / friends opinion positive

Customized service

Discounts / offers

Billing process Experience parking, comfort, display, cleanliness

17.Has anybody recommended you any particular place to buy from? Or have you

recommended?


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18.What help do you require to make your life easier?

19.Do you have any nearest school / temple / club / corporate office? Mention the name

and location.

Personal Information

Name:

Occupation:

Family size:

Address:

9.1.2 Second questionnaire for HoReCa Business

HoReCa

Restaurant name & address: ____________________________________________________________________________________________________________________________________Person Met: ___________________________ Designation: _____________________________Ph. No.: _______________________ e-mail I.D.:_______________________________________

Fruits and Vegetables:

1) Where do you buy your vegetables and fruits from?

2) What is the quantity of vegetables and fruits that are purchased? / What is thebasket size?

3) Any specific/ exotic vegetables that you buy?

4) Any specific/ exotic fruits that you buy?

5) What is the frequency of purchase?

6) What kind of vegetables do you buy?

7) Do you require specifications in your vegetable purchase or you buy generalvegetables?

a. Size of vegetables


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b. Cut vegetablesc. Shape of vegetables

8) Supplier details, if possible.

9) How do you make your payment? Any payment terms or conditions?

10)Your delivery time, days and place (central kitchen/ storage room/ storagecapacity).

Gravy:

1) Do you make your own gravy or you purchase it?

a. If you purchase, who is your supplier?

b. If you do not purchase, why not? Are you interested in buying/outsourcing?

c. If you are interested, what is the pack size that you will prefer?

2) If you do not purchase or are not interested in purchasing, what are the reasonsbehind?

3) Do you make your gravy in advance?

4) When do you make your gravy? (For eg: For Saturday and Sunday, are the graviesprepared earlier or on same day?)

5) Are you interested in LIVE Cooking shows?

6) Will you send your Chefs for live cooking show for gravy preparation?

a. To understand the quality

b. To taste


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Dairy products:

1) Do you buy your dairy products or you prepare them yourself?

2) If you buy, where do you buy your dairy products from?

3) What are the dairy items you require?

4) Do you serve ice-cream?

a. If yes, do you prepare your ice-cream or you buy from somewhere?

b. If you buy, where do you buy ice-cream from?

5) Would you like to serve Gelato?

6) How frequently do you buy the dairy items?

7) How do you make your payment? Any payment terms or conditions?

- Any feedback/ suggestion that you would like to give:

Study on Consumer Behaviour and Buying Pattern

Documents