1 INTRODUCTION Garam Masala Masala are not spices in themselves. They’re wonderfully aromatic blends of spices used throughout India and the rest of the Indian subcontinent. Different regions use different combinations, and the blends will also vary from household where proportions may vary according to whatever dish it is being used to season. They are all highly aromatic, but can vary in intensity of flavour from mild to extremely hot. Masalas can be found easily in the international section of any big groceries store in the west or in any Indian or South Asian shops. Garam Masala, which literally means hot (Garam) spice blend (Masala), is the best known of Indian spice mixtures. It was popularized in northern India during the Moghul Emprie. Garam Masala does not contain turmeric, the ingredient that gives Western-style curries and many of the curries in Indonesia, Malaysia and southern state of India their characteristic yellow colour. The most common was of making Garam Masala is given below. 1 S V INSTITUTE OF MANAGEMENT, KADI.
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1 INTRODUCTION
Garam Masala
Masala are not spices in themselves. They’re
wonderfully aromatic blends of spices used throughout
India and the rest of the Indian subcontinent. Different
regions use different combinations, and the blends will
also vary from household where proportions may vary
according to whatever dish it is being used to season.
They are all highly aromatic, but can vary in intensity of
flavour from mild to extremely hot. Masalas can be
found easily in the international section of any big
groceries store in the west or in any Indian or South Asian shops.
Garam Masala, which literally means hot (Garam) spice blend (Masala), is the best known of
Indian spice mixtures. It was popularized in northern India during the Moghul Emprie. Garam
Masala does not contain turmeric, the ingredient that gives Western-style curries and many of the
curries in Indonesia, Malaysia and southern state of India their characteristic yellow colour. The
most common was of making Garam Masala is given below.
This special blend of spices is used at the end of cooking or fried in the beginning of cooking to
add a subtle flavour to the cooked dish. Please note, Garam masala must be added in small
quantities, or else it will overpower the dish. Use Garam masala as directed in recipes but don’t
stop there. It is excellent for flavoring many dishes, not just Indian fare. Sprinkle some over a
squash before roasting or a bowl of pumpkin soup before serving, or onto corn on the cob that
has been brushed with oil or butter.
1 S V INSTITUTE OF MANAGEMENT, KADI.
Ingredients
Coriander seeds ( Dhaniya )
Cinnamon stick ( Dalchini)
Black peppercorns ( Kali Mirch)
Whole cloves (Laung)
Cumin seeds (Jeera)
Nutmeg (Jaiphal)
Green cardamom pods, peeled and seeds crushed (Elaichi)
Mace (Jaivitri)
Preparation
Place all the spices in a dry frying pan or skillet and heat over a very low heat, stirring
constantly. As soon as the aroms from the spices begins, remove the pan from the heat.
This step is to release the aromatic oils from the spices.
Working with only a small quantity at a time, put the spices in an electric blender to grind
it to a fine powder. Remove the cardamom pod skins. Allow to cool.
Store the Garam Masala in an air- tight container. As long as the container is rightly
closed after each use, it should last for a long time.
Indian Government is providing financial assistance to the farmers who are engaged in the
production of the various spices. Government has also taken certain steps to ensure the
availability of better quality spices, more hygienically processed spices in order to boost exports.
Indian spice board also provides financial and technical assistance to farmers.
16 S V INSTITUTE OF MANAGEMENT, KADI.
3.1 HISTORY OF WONDER FOOD
J.P.Foods one of the leading producers and distributors of Basic as well as Blended Masala’s is
among the fastest growing industries in state of Gujarat. J. P. Foods is promoted by J. P.
Tobacco Products Ltd., a national leader in tobacco products. The different activities of the
17 S V INSTITUTE OF MANAGEMENT, KADI.
Group Companies include manufacturing of Biddies, Pharmaceuticals, and transport with a
turnover exceeding 3900 Million Indian Rupees.
J.P. Food India launched its range of basic masala’s in March 1999, under the brand name
‘WONDER MASALA’. The company has already set its distribution and retail network in whole
of Gujarat, Rajasthan, Punjab, Haryana, Himachal pradesh, and J & K. The products will soon be
available in other states of India.
J.P. Food today operates with a high profile organizational network. The company has developed
enlightened management capabilities owing to a unique fusion of entrepreneurship with
professional expertise. The company has a full- fledged distribution network comprising of super
stockiest, distributors all over Gujarat, Rajasthan, Punjab, Haryana, Himachal Pradesh, and J &
K, and all logistics term to ensure timely supply.
With the roaring success of the initial launch, the company has now embarked on an expansion
plan to increase production capacity three- fold within a short span of time.
3.2 COMPANY PROFILE
18 S V INSTITUTE OF MANAGEMENT, KADI.
At J.P.Foods the core culture is to deliver superior quality products born of the highest technological norms. J.P. Foods is recognized as a renowned manufacturer and exporter of Basic and Mixed Masala’s.
J.P. Foods India launched its range of basic masala’s in March 1999, under the brand name 'WONDER MASALA'. The company has already set its distribution and retail network in whole of Gujarat, Rajasthan, Punjab, Haryana, Himachal Pradesh, and J&K. The products will soon be available in other states of India.
J.P. Foods today operates with a high profile organizational network. The company has developed enlightened management capabilities owing to a unique fusion of entrepreneurship with professional expertise. The company has a full-fledged distribution network comprising of super stockiest, distributors all over Gujarat , Rajasthan, Punjab, Haryana, Himachal Pradesh, and J&K , and its logistics team to ensure timely supply.
With the roaring success of the initial launch, the company has now embarked on an expansion plan to increase production capacity three-fold within a short span of time. A complete new range of Instant mixes and a variety of Pickles are to be launched very shortly.
3.3 INFRASTRUCTURE
19 S V INSTITUTE OF MANAGEMENT, KADI.
By virtue of blending class and refinement, J.P. Foods has engineered a sophisticated production
plant that matches its unsurpassed range. Situated amidst the clean and hygienic environment at
Kadi, 45 kms away from the Ahmadabad, this plant is a first-of-its-kind in Gujarat and third in
India. The factory premise spans over an impressively built-up area of around 37,000 sq. ft. with
open land of about 50,000 sq.mt. that ensures pollution-free surroundings. Each building is
designed to achieve efficiency in loading and unloading the finished products. The entire plant is
dust-proof and equipped with efficient machines which sort, de-stone, clean, de-moisturize, grind
and blend the various raw materials. Computerized mechanisms and the process automation
keeps the product absolutely untouched by human hands, thus ensuring 100% hygiene.
3.4 QUALITY
20 S V INSTITUTE OF MANAGEMENT, KADI.
A number of measures have been implemented for high-quality production. A standard operating
procedure has been adapted to manufacture quality
products in our factory as per AGMARK standards. The
material is fumigated before grinding, which destroys all
the traces of fungus, bacteria and the rodents. The material
is ground at a lower temperature than at conventional
plants, so that the aroma and flavour are not lost during the
grinding process. Enough care is taken to ensure that dust
and bacteria do not enter the plant and storage areas. Continuous atomization has been adapted to
ensure that human hands do not touch the material. Meticulous checks are maintained in all the
manufacturing, storing and packaging departments to heighten the original flavour and aroma of
the spices.
and bacteria do not enter the plant and storage areas. Continuous atomization has been adapted to
ensure that human hands do not touch the material. Meticulous checks are maintained in all the
manufacturing, storing and packaging departments to heighten the original flavour and aroma of
the spices.
3.5 FOOD TECHNOLOGIST
In order to produce the best product quality and blends, the company has hired the services of a
food technologist. He has been instrumental in offering the best quality standards, duly
acknowledged by domestic and foreign buyers. He is also a consultant to other organizations
who conduct nutrition programmes in India.
3.6 GOVERNMENT CERTIFICATIONS
21 S V INSTITUTE OF MANAGEMENT, KADI.
Our product confirms to Indian government standards and has the AGMARK label on its basic
spices. The company is also registered with the Spice Board of India-Cochin, The Federation of
Indian Export Organizations - New Delhi & The Agriculture and Processed Food Products
Export Development Authority (APEDA)-New Delhi and various Indo-Foreign Chambers of
Commerce.
3.7 QUALITY CONTROL & LABORATORY
The company has its own stringent quality checks and test laboratories which have put our
products on the global map and encouraged us to get registered with international organizations.
The laboratory offers analytical services to analyses spices for physical, chemical and microbial
contaminants. The analysis of spices for pesticide residues and presence of aflatoxin are also
undertaken. Needless to mention, our short exposure in the domestic markets has earned us the
title of the No. 1 quality product, leaving behind other established players.
3.8 PRODUCT OF THE COMPANY
22 S V INSTITUTE OF MANAGEMENT, KADI.
The product available in the Indian market is classified into three categories.
(1) Basic Spices ( Powder Spices)
Chili Powder
Turmeric Powder
Coriander Powder
Coriander-Cumin Powder
Kashmiri Chili Powder
Black Pepper Powder
Amchoor Powder
Hing (Asafoetida) Powder
Supreme Garam Masala
Achar Masala
Cumin Whole (Jeera)
Chilly Powder
Wonder Chilly Powder is the spice that truly portrays the exotic flavors of India.
When there's a need to heighten the aroma of any cuisine, you can trust the authenticity of Wonder Coriander Powder.
Packing available in
(6gms, 100gms, 200gms, 500gms, & 10Kg)
Coriander-Cumin Powder
Wonder sources the best-grown cumin from the fertile, loamy regions of Gujarat and Rajasthan.
Packing available in
(100gms, 200gms, 500gms & 10Kg)
Kashmiri Chilly Powder
Wonder Kashmir Chilli Powder is a produce of finely ground, distinctly flavored Kashmir chillies.
Packing available in
( 50gms, 100gms )
Black Pepper Powder
Packing available in
( 50gms, 100gms )
Amchoor Powder
Amchoor Powder (Dry Mango Powder) is obtain by grinding clean, dried, peeled mango slices. Dry Mango Powder can be used instead of tamarind or Citric Acid.
Packing available in
(50gms, 100gms)
24 S V INSTITUTE OF MANAGEMENT, KADI.
Hing (Asafoetida) Powder
Wonder Hing (Asafoetida) has an aromatic, pungent whiff. Its distinct tang, adds a memorable taste and a heavy flavour to your cooking.
Packing available in
(10gms, 25gms, 50gms, 100 gms, 200gms)
Supreme Garam Masala
This Wonder's blend is pepper-based and specifically blended to impart more pungency.
Packing available in
( 50gms, 100gms, 500gms )
Achar Masala
Since centuries the preparation of pickles, though a very tedious and time consuming process, has been a tradition in several Indian households.
Packing available in
(200gms, 500gms)
Cumin Whole (Jeera)
Wonder Jeera whole pure and reliable
Packing available in
(100gms)
Anistar Whole Anistar Powder Bay Leaves Whole * Bay Leaves Powder
Sample Geography: grocery retail stores of KALOL & KADI city
5.5 DATA COLLECTION:
Nature of data : The nature of data is both primary and secondary data.
PRIMARY DATA:
Descriptive research design is been used for the study. Primary data was collected from retailer.
Survey method personal interview method is used to collect data from the retailers’.
SECONDARY DATA:
The secondary data was collected from websites. The secondary data is collected through
journal, magazines and web portals.
5.6 SAMPLE SIZE:
Due to time and resources constraints the sample size of 50 kalol & 50 kadi, retailers are selected
for the survey in agreement with industry and project guide.
5.7 SAMPLE PROCEDURE:
32 S V INSTITUTE OF MANAGEMENT, KADI.
Convenience sampling was adopted for collection of information and the sampling is non-
probability.
5.8 QUESTIONNAIRE DESIGN:-
The questionnaire has been design as per the concept of the questionnaire design.
5.9 LIMITATION:
Every research has certain limitation to it. So also the research conducted had certain limitation.
They are stated as under:
Due to time and resources the sample size was restricted to 100 in consultations with project
guide.
The sample respondents may not be the true presentation of the total customers.
They can be errors due to bios of respondents.
Convenience sampling has own its limitations which would h0ave resulted in minor errors.
The time with in which the study is being attempted is too short to carry out a detailed
analysis.
The respondents were not able to justify their stand at points and hence this proved to be a
limitation of the study.
33 S V INSTITUTE OF MANAGEMENT, KADI.
Q.1.Do you sell Garam Masala? (Tick mark as applicable)
Table 1.1 shows retailers keeping Garam Masala to sell at their store
Chart: 1.1 show retailer keeping Garam Masala to sell at their store
INTERPRETATION
Here we can find 100% of the retailers are selling Garam masala at their store.
We can also say that Garam masala is mostly demanded by the customers at retail outlets so the retailers are keeping Garam masala to sell at their store.
34 S V INSTITUTE OF MANAGEMENT, KADI.
Q.2 Are the some brand of Garam Masala, please tick in front of the brand that you keep to sell and please specify since how long, you sell the specified brand?
Particular Frequency PercentageYES 100 100%NO 0 0TOTAL 100 100
Table: 2.1 Showing Retailers Relation with individual company listed below in table
TimeBrand
Not keeping 0-3 Years 4-7 Years 8-11Years 12 or more Years
Wonder 0 30 34 22 15
Everest 1 16 51 27 5
MDH 1 14 22 48 15
Badshah 3 17 25 36 19
Jalaram 33 42 13 7 5
Ramdev 3 7 12 32 46
Chart:2.1 Showing number of retailers that are not keeping Garam masala of individual Company mention in the chart
35 S V INSTITUTE OF MANAGEMENT, KADI.
INTERPRETATION:
Everest & MDH is the company which is more preferable among retailer to keep at their stores. Only 1 retailer out of 100 are not keeping Garam masala of Everest & MDH comparies Garam masala at their store to sell.
Only 1 retailer is not keeping wonder Garam masala at their store to sell. Other 99 retailer are keeping wonder Garam masala to sell at their store.
Jalaram is the brand which is least preferred to keep by retailer. 33 retailers out of 100 retailers are not associated with Jalaram specifically for Garam masala product.
Chart 2.2 Showing numbers of retailers that are keeping Garam masala of individual Company mention in the chart since 0 years to 3 years.
36 S V INSTITUTE OF MANAGEMENT, KADI.
INTERPRETATION:
In this range of years Jalaram is the best company who is having relation with the retailer among other companics.
Out of 100 retailers wonder Garam masala are kept by 28 retailers in the range of 0 years to 3 years. Means they are associated with company within last 3 years only.
Ramdev are companies who have only 7 retailers out of 100 retailers associated with the company since last 3 years.
Chart 2.3 Showing numbers of retailers that are keeping Garam masala of individual Companies mention in the chart since 4 years to 7 Years.
37 S V INSTITUTE OF MANAGEMENT, KADI.
INTERPRETATION:
Everest is the Company having 51 retailers associated with the company for garam masala from 4 years- 7 years.
Wonder has 34 retailers out of 100 retailers associated with the company for garam masala from 4 years- 7 years.
Badshah has 25 retailers out of 100 retailers associated with the company for garam masala from 4 years – 7 years.
Chart 2.4 Showing numbers of retailers that are keeping Garam masala of individual Company mention in the chart since 8 years to 11 years.
38 S V INSTITUTE OF MANAGEMENT, KADI.
INTERPRETATION:
Out of 100 retailers 48 retailers are associated with MDH Company since 8 to 11 years with specific focus for selling Garam masala.
Badshah also has strong hold in the market. 36 retailers are keeping Badshah Garam masala since 8 years to 11 years to sell at their store.
Wonder are having 22 retailers are keeping respectively that are selling their Garam masala in this range of years.
Chart 2.5 Showing numbers of retailers that are keeping garam masala of individual Company mention in the chart since 12 years or more than 12 years
39 S V INSTITUTE OF MANAGEMENT, KADI.
INTERPRETATION:
Out of 100 retailers 46 retailers are associated with the Ramdev company with more than 12 years for selling Garam masala product. We can say that company holds good relations with their retailers through their distribution channel.
Badshah is the second largest company in above mentioned companies in the chart who is having 19 retailers associated with them in business to sell Garam masala product.
Wonder & MDH are also holding good relations with retailers. They are having 15 retailers respectively associated with company with more than 12 years to sell Garam masala product.
Everest and Jalaram are some companies who are not having or have very less countable number of retailers associated with them to sell Garam masala of their respective companies with 12 or more years.
40 S V INSTITUTE OF MANAGEMENT, KADI.
[3] Please specify from the following, which type of blended spices you have in your shop?
(TICK MARK AS APPLICABLE, MULTIPLE CHOICES)
Table:3.1 Shows Number of retailers keeping the specific blended spices at their stores to sell
Chart 3.1 Shows Number of retailers keeping the specific blended spices at their stores to sell
41 S V INSTITUTE OF MANAGEMENT, KADI.
ITEM Percentage ITEM Percentage
Hing 100.00% Chat Masala 84.00%
Vadapou Masala 69.00% Curry Masala 25.00%
Sandwich Masala 46.00% Tanduri Masala 34.00%
Garam Masala 100.00% Archer Masala 47.00%
Tea Masala 84.00% Panipuri Masala 84.00%
Pav bhaji Masala 81.00% Sambher Masala 56.00%
Chhole Masala 73.00% Kasturi Methi 57.00%
Kitchen king Masala 24.00%
INTERPRETATION:
Out of 15 products of blended spices motioned above in chart, Garam Masala is
the product that is store by highest number of retailers at their store to sell of all
the companies.
Hing is the product next to Garam masala which is stored by retailers to sell. Out
of 100 retailers, 100 retailers keep Hing to sell.
After this two products, Tea masala and archer masala are the most saleable items
which retailers keep at their stores.
The least preferable items Sandwich masala and vadapuv masala.
42 S V INSTITUTE OF MANAGEMENT, KADI.
[4] Please rank the following Factor on the basis of their priority that you consider while purchasing Garam Masala? (Rank it 1= highest priority to 10= lowest priority)
Table: 4.1 shows priority of factors that are considered while purchasing Garam masala by
retailers
43 S V INSTITUTE OF MANAGEMENT, KADI.
PARTICULAR Mean Std. Deviation
Statistic StatisticCustomers’ demand 3.47 1.167
Quality of Product 4.37 1.796
Price of the product 4.5 2.111
Brand of the company 5.27 2.287
Consistency of the service 5.41 2.189
Scheme in the product 6.23 2.326
Retailer Credit Policy of Wonder masala 7.21 1.76
Profit Margin 1.74 2.2
Replacement of product 8.68 1.55
Relation with distributor 8.09 2.734
02468
Factor consider while purchasing Garam Masala
INTERPRETATION:
In above graph shows the mean and standard deviation of the various factors. Here
retailer credit policy of Company masala’s Mean is high compare to other factors and
relation with distributors standard deviation is high compare to other factors.
Here Profit Margin’s mean is low it is good for the public that’s why customer more
purchase the wonder masala. Customer demand is low in standard deviation it is bad for
the company.
44 S V INSTITUTE OF MANAGEMENT, KADI.
Chart 5.1 Showing Wonder Garam Masala Share with Retailers
100%
share of Wonder Masala
YESNO
INTERPRETATION:
Out of the 100 retailers 100 retailers are keeping Wonder Garam masala that is 100% of
retailers are keeping Wonder Garam masala to sell at their outlet in the market.
100% retailers are using wonder masala it is good for the company and awareness level is
high.
45 S V INSTITUTE OF MANAGEMENT, KADI.
[5] Do you sell Garam Masala of Wonder Company? (TICK MARK AS APPLICABLE)
Particular Frequency PercentageYES 100 100%NO 0 0TOTAL 100 100
Here, Factor analysis of Kitchen express more retailer highly satisfied with price. Most of the retailer prefers the highly satisfied for various factor of the kitchen express. Around 30% retailers are not happy with profit margin of the kitchen express.
49 S V INSTITUTE OF MANAGEMENT, KADI.
Everest 1 2 3 4 5
Price 15 31 19 32 2
Quality 8 7 49 31 5
Brand Image 12 25 8 43 12
Brand Awareness to customer 23 27 16 20 14
Profit Margin 13 27 8 43 9
Visit of Sales person 41 25 12 4 18
Product Knowledge of Sales person
17 21 27 21 14
Promotional Scheme 22 14 28 27 9
Product delivery Time 38 21 15 12 14
Product Replacement Time 22 22 9 19 28
Credit Policy 17 12 33 23 15
01020304050
EVEREST
Series1Series2Series3Series4Series5
50 S V INSTITUTE OF MANAGEMENT, KADI.
INTERPRETATION:
Here, Factor analysis of Everest shows the more retailers are dissatisfied with the price of Everest. In quality of the Everest Most of the retailers are neutral. Retailer’s point of view product replacement time is good for the Everest Company. Everest Company’s delivery time period is not good as the survey of retailers.
Here, Factor analysis of MDH shows the more retailers are dissatisfied with the price of MDH. Take the factor of promotional scheme of MDH most of the retailers are neutral. In quality more retailers are dissatisfied for the quality of MDH. Product replacement time is not good for the company because most of the retailer highly satisfied.
Here, Factor analysis of Ramdev shows the more retailers are neutral with the price of Ramdev. Visit of sales person to retailers most are neutral. Most of the retailers are happy with the product delivery time. Credit policy of the Ramdev most of the retailers are satisfied. Brand image of the Ramdev is not good during the research.
Wonder 1 2 3 4 5
Price 21 18 9 23 29
Quality 24 30 12 17 17
Brand Image 24 31 4 15 26
Brand Awareness to customer 34 19 15 13 19
Profit Margin 22 25 21 12 20
Visit of Sales person 16 7 5 51 21
Product Knowledge of Sales person
29 8 28 13 22
Promotional Scheme 13 28 19 26 14
Product delivery Time 14 8 12 37 29
Product Replacement Time 19 25 20 13 23
Credit Policy 30 20 10 23 17
53 S V INSTITUTE OF MANAGEMENT, KADI.
0
20
40
60
WONDER
Series1Series2Series3Series4Series5
INTERPRETATION:
In Wonder masala factor analysis shows the most of the retailer highly satisfied with the price of the product. Most of the sales person visits the retailers are wonder masala. Retailers are happy with the product delivery time because delivery meets time to time.
Table: 8.1 Shows preference of salesmen by retailers
54 S V INSTITUTE OF MANAGEMENT, KADI.
[8] Duration between two visits of salesmen at your place?
Chart 8.1Shows preference of visits of salesmen by retailers of Garam masala
21%
48%
31%
TOTAL
With in 7 daywith in 15 daywith in 1 month
INTERPRETATION:
Above diagram shows the 48% sales person visit the retailers of Garam masala within 15 days. 31% sales person visit in 1 month to retailers. 21% sales person visits the retailers within 7 days it is good for the company and also increase the brand image of the company.
55 S V INSTITUTE OF MANAGEMENT, KADI.
[9] Are you satisfied by the following sales promotion scheme of Wonder Masala?
(Rank 1=highest priority to 7=lowest priority)
Particular TotalWith in 7 day 21with in 15 day 48with in 1 month 31
Table:9.1 Show preference of promotional scheme by retailers of garam masala
Chart 9.1 shows preference of promotional scheme by retailers of garam masala
56 S V INSTITUTE OF MANAGEMENT, KADI.
SCHEME WEIGHTS RANK
Gift Article 320 4
Cash discount 274 6
Premium offer or Bonus offer 324 3
Off- Season discount 331 2
Coupons in Packing ( lucky draw) 281 5
Bundle Offer ( Example : Buy 2 get 1 Free)
340 1
INTERPRETATION:
Here in this question, retailers were asked to show their preference about the various promotional schemes.
Out of 100 retailers, get the bundle offers are more. Retailers are not more offers to the cash discount.
57 S V INSTITUTE OF MANAGEMENT, KADI.
[10] Give your opinion of various promotional material provided by wonder masala.
Table: 10:1 Shows priority of various promotional material provided by wonder masala
Chart: 10:1 Shows priority of various promotional material provided by wonder masala
INTERPRETATION:
58 S V INSTITUTE OF MANAGEMENT, KADI.
particular Weights Rank
Stickers 215 4
Posters 230 3
Displays 233 2
Dummy packs
363 1
In this graph, Shows the priority of various promotional material provided by wonder masala. Most of the retailers get the more priority to dummy packs. In sticker priority most of the retailers get last rank to the company.
59 S V INSTITUTE OF MANAGEMENT, KADI.[11] Please rank the following preferred media channel to promote wonder Garam Masala on basis of your preference.(Rank 1=highest priority to 7=lowest priority)
Table:11.1 Shows the preference of retailers regarding promotional activities to promote Wonder Garam Masala
Chart 11.1Shows the preference of retailers regarding promotional activities
Here in this question Respondent were asked to give the rank to their preferred source of advertisement.
By analyzing the data, it is seen that the most preferred source of advertisement is Newspaper. Respondents preferred Newspaper the most as the source of advertisement.
Second most preferred source of advertisement is Television, followed by Internet ads, Radio.
Least preferred source of advertisement is Hoardings.
61 S V INSTITUTE OF MANAGEMENT, KADI.
Table 12.1 Shows Retailers recommendation of Wonder Garam Masala to customers
Chart 12.1 Shows Retailers recommendation of Wonder Garam Masala to customer
62 S V INSTITUTE OF MANAGEMENT, KADI.
[12] Have you ever recommended Wonder Garam Masala to customers? (TICK MARK AS APPLICABLE)
Particular Tick mark
No, never recommended 40
Have recommended once or twice 43
Have recommended more than twice 17
INTERPRETATION:
Here in this question respondents were asked “have you ever recommended
Wonder Garam masala to customer” Most of the retailers replied that they do not
prefer to recommend Wonder gram masala to their customers of gram masala.
The above graph shows that 43Retailers avoid to Recommended Wonder Garam
Masala to the Customer, while 40 respondents have no, never recommended once
or twice and only 17 retailers have recommended more than twice to their
customers above Wonder Garam masala.
By analysis the data, it could be concluded that Retailer are less willing to
recommended Wonder Garam masala.
63 S V INSTITUTE OF MANAGEMENT, KADI.
ANNOVA TEST
H0: There is no significance difference between satisfaction towards Wonder masala and Form
of Business.
H1: There is significance difference between satisfaction towards Wonder masala and Form of
Business.
INTERPRETATION
This is the table that shows the output of the ANOVA analysis and whether we have a
statistically significant difference between our group means.
We can see that the significance level is in the case of all reasons for towards Wonder masala
which is above 0.05. Therefore, there is no a statistically significant difference in the mean
between reason for towards Wonder masala and Form of Business.
64 S V INSTITUTE OF MANAGEMENT, KADI.
.
FactorsSum of Squares df Mean Square F Sig.
Relation with Distributor
Between Groups .307 1 .307 .230 .633Within Groups 130.693 98 1.334
Total 131.000 99Product Quality
Between Groups .022 1 .022 .030 .862Within Groups 70.568 98 .720
Total 70.590 99Purchase
PriceBetween Groups .030 1 .030 .039 .845Within Groups 75.280 98 .768
Total 75.310 99Variety in
Garam Masala
Between Groups .002 1 .002 .002 .966Within Groups 126.508 98 1.291
Total 126.510 99Scheme
provided by company
Between Groups .970 1 .970 1.083 .301Within Groups 87.780 98 .896
Total 88.750 99Correct order delivered to your store
Between Groups 1.546 1 1.546 2.337 .130Within Groups 64.814 98 .661
Total 66.360 99Invoice
accuracyBetween Groups .545 1 .545 .502 .480Within Groups 106.455 98 1.086
Total 107.000 99Product Delivery
Time
Between Groups .087 1 .087 .058 .809Within Groups 146.273 98 1.493
Total 146.360 99Replacement provided is 7
day by company
Between Groups .044 1 .044 .051 .821Within Groups 83.746 98 .855
Total 83.790 99
Profit Margin Between Groups .946 1 .946 .802 .373Within Groups 115.564 98 1.179
Total 116.510 99
65 S V INSTITUTE OF MANAGEMENT, KADI.
H0: There is no significance difference between various promotional material provided by wonder masala and Monthly Income.
H1: There is significance difference between various promotional material provided by wonder masala and Monthly Income.
various promotional
materialSum of Squares df
Mean Square F Sig.
Stickers Between Groups
8.383 4 2.096 1.439 .227
Within Groups
138.367 95 1.456
Total 146.750 99
Posters Between Groups
3.374 4 .844 1.185 .322
Within Groups
67.626 95 .712
Total 71.000 99
Displays Between Groups
1.968 4 .492 .832 .508
Within Groups
56.142 95 .591
Total 58.110 99
Dummy packs
Between Groups
9.960 4 2.490 1.698 .157
Within Groups
139.350 95 1.467
Total 149.310 99
66 S V INSTITUTE OF MANAGEMENT, KADI.
INTERPRETATION
This is the table that shows the output of the ANOVA analysis and whether we have a
statistically significant difference between our group means. We can see that the significance
level is in the case of all reasons for various promotional materials provided by wonder masala
which is above 0.05. Therefore, there is no a statistically significant difference in the mean
between promotional material provided by wonder masala and Monthly Income.
67 S V INSTITUTE OF MANAGEMENT, KADI.
H0: There is no significance difference between media channel to promote wonder Garam Masala and Monthly Income.
H1: There is significance difference between various media channel to promote wonder Garam Masala and Monthly Income.
Media channel
Sum of Squares df Mean Square F Sig.
Newspaper Between Groups 1.310 4 .327 .661 .621
Within Groups 47.050 95 .495
Total 48.360 99
Television ads
Between Groups .664 4 .166 .291 .883
Within Groups 54.246 95 .571
Total 54.910 99
Radio ads Between Groups .739 4 .185 .689 .602
Within Groups 25.501 95 .268
Total 26.240 99
Hoardings Between Groups 1.875 4 .469 2.150 .081
Within Groups 20.715 95 .218
Total 22.590 99
Internet ads
Between Groups .594 4 .148 .190 .943
Within Groups 74.046 95 .779
Total 74.640 99
68 S V INSTITUTE OF MANAGEMENT, KADI.
INTERPRETATION
This is the table that shows the output of the ANOVA analysis and whether we have a
statistically significant difference between our group means. We can see that the significance
level is in the case of all reasons for media channel to promote wonder Garam Masala which is
above 0.05. Therefore, there is no a statistically significant difference in the mean between
various media channel to promote wonder Garam Masala and Monthly Income.
69 S V INSTITUTE OF MANAGEMENT, KADI.
KRUSKAL WALIIS TEST
Ranks
Media Form of Business N Mean Rank
Newspaper Sole Proprietorship 88 50.88
Partnership 12 47.75
Total 100
Television ads Sole Proprietorship 88 51.03
Partnership 12 46.58
Total 100
Radio ads Sole Proprietorship 88 50.53
Partnership 12 50.25
Total 100
Hoardings Sole Proprietorship 88 50.28
Partnership 12 52.13
Total 100
Internet ads Sole Proprietorship 88 50.01
Partnership 12 54.08
Total 100
70 S V INSTITUTE OF MANAGEMENT, KADI.
Test Statisticsa,b
News
paperTelevision
adsRadio
ads
Hoardings Internet ads
Chi-square .153 .290 .002
df 1 1 1
Asymp. Sig.
.696 .590 .968 .791 .603
a. Kruskal Wallis Test
b. Grouping Variable: Form of Business
INTERPRETION
The Ranks table shows the mean rank of the Media for each Form of Business. The Test Statistics table presents the Chi-square value (Kruskal-Wallis H), the degrees of freedom and the significance level.
We can report that there is no a statistically significant difference between the Form of Business (H (2) = 0.153, p =0 .696), with a mean rank of 50.88 for Sole proprietorship, 47.75 Partnership in the case of news paper.
We can report that there is no a statistically significant difference between the Form of Business (H (2) = 0.290, p =0 .590), with a mean rank of 51.03 for Sole proprietorship, 46.58 Partnership in the case of Television Ads.
In this test we can analyze that there is no significance difference between the Form of Business and monthly turnover on media channel to promote wonder Garam Masala.
CHI-SQUARE TEST
71 S V INSTITUTE OF MANAGEMENT, KADI.
H0: There Is No Dependency between Duration to visits of salesmen and Monthly Income.
H1: There Is Dependency between Duration to visits of salesmen and Monthly Income.
Duration to visits of salesman
Monthly Income
TotalLess than
5000 5000-1000010001-15000
16001-20000
More than 20001
WITH 7 DAY 2 7 3 1 8 21
WITH IN 15 DAY
0 11 9 17 11 48
WITH IN 1 MONTH
0 5 10 11 5 31
Total 2 23 22 29 24 100
Chi-Square Tests
Value dfAsymp. Sig.
(2-sided)
Pearson Chi-Square 19.364a 8 .013
Likelihood Ratio 20.020 8 .010
Linear-by-Linear Association
.370 1 .543
N of Valid Cases 100
INTERPRETATION
72 S V INSTITUTE OF MANAGEMENT, KADI.
Here the test is about does Duration to visits of salesmen and Monthly Income.
At 5% significance level and with 8 degree of freedom the value of Pearson chi-square is 0.013 so, the null hypothesis is accepted, which shows there is no dependency between Duration to visits of salesmen and Monthly Income.
The reason for monthly income on visits of salesman. Because of different marketers have different income.
7.1 FINDINGS
73 S V INSTITUTE OF MANAGEMENT, KADI.
Retailers store Garam masala as per the demand of customer. Generally they retain the
stock of reputed brands i.e. Wonder, Ramdev, MDH, Everest, Badshah, and Jalaram, as
demands of these brands are too high in the market.
Out of 100 retailers, all 100 retailers keep Garam masala. 100 retailers keep hing and 25
retailers keep tea masala to sell. 43 retailers keep Achar masala. So we can say that in the
market demand for these products is high. So retailers are interested to keep these
products as their retail outlets.
The Chart masala of the Wonder Company holds the strongest position in the market out
of the product length of the company. Out of 100 retailers, 84 retailers are selling Wonder
Chart Masala to their customers.
Retailers are getting good return on the sales of chart masala of Wonder Company due to
constant scheme in the product for the retailers and timely accurate service provided by
the company.
It could be concluded that the television is the most preferred source of advertisement.
The focus reason behind this could be that, people watch television and it is universally
prove that the television is the best source for entertainment.
7.2 RECOMMENDATION
74 S V INSTITUTE OF MANAGEMENT, KADI.
Company should arrange meeting with retailers followed by complementary lunch and in
the meeting company’s top level management should make retailers aware regarding
companies policies procedures regarding replacement. Different schemes available in
market and also company’s future plan should also be shared so as retailers take interest
in selling companies product.
Packing of the Garam masala should be made more attractive. Premium Garam masala
box packing colour should be changed from black to any other and try to make attractive
by putting some spices snaps on packing.
Company should bring the bundle offers in the small quantity purchased by the retailers
and continue that offer trough out of the year in order to increase the level of sales of
premium Garam masala.
According to changing seasons and upcoming festivals company should make
advertisement related to that festival or reason. In making advertisement company should
focus on the idea of delivering message, creativity in the advertisement as the research
shows that people are more conscious about these factors in advertisement and they gives
long lasting impact on viewers mind.
Company’s research and development team should focus on the taste and smell of Garam
masala. They should try to develop such Garam masala which gives better taste and smell
to the food when added to food while cooking.
8 CONCLUSION
75 S V INSTITUTE OF MANAGEMENT, KADI.
It is concluded that customers demand and profit margin in the product influence the
buying behavior of the retailers. This is due to less demand by consumers at retail outlets
and very less margin in highly competitive market of Garam masala. Biasness of the
retailers also affects the sales. Due to very less time interval schemes in Wonder
company the retailers are not ready to sell the Garam masala product of the company.
We, student of S.V. Institute of Management, Kadi, Gujarat, conducting a survey on retailer
satisfaction of Wonder Masala. We request you to spare a few minutes from your valuable time to
answer few questions. We assure you all the information given by you will be used only for Academic
purpose only.
[1] Do you sell Garam Masala? (TICK MARK AS APPLICABLE)
Yes { } No { }
[2] Following are the some brand of Garam Masala, please tick in front of the brand that you keep to sell and please specify since how long, you sell the specified brand?
Time
Brand
Not keeping 0-3
Years
4-7
Years
8-11
Years
12 or more
Years
Wonder
Everest
MDH
Badshah
Jalaram
Ramdev
Other
[3] Please specify from the following, which type of blended spices you have in your shop? (TICK MARK AS APPLICABLE, MULTIPLE CHOICE)
ITEM TICK ITEM TICK
78 S V INSTITUTE OF MANAGEMENT, KADI.
Hing Chat Masala
Vadapou Masala Curry Masala
Sandwich Masala Tanduri Masala
Garam Masala Archer Masala
Tea Masala Panipuri Masala
Pav bhaji Masala Sambher Masala
Chhole Masala Kasturi Methi
Kitchen king Masala All in one Masala
[4] Please rank the following Factor on the basis of their priority that you consider while purchasing Garam Masala? (Rank it 1= highest priority to 10= lowest priority)
[5] Do you sell Garam Masala of Wonder Company? (TICK MARK AS APPLICABLE)
Yes { } No { }
79 S V INSTITUTE OF MANAGEMENT, KADI.
PARTICULAR RANK
Customers’ demand
Quality of Product
Price of the product
Brand of the company
Consistency of the service
Scheme in the product
Retailer Credit Policy of Wonder masala
Profit Margin
Replacement of product
Relation with distributor
Others, specify:
[6] Please show your level of satisfaction towards Wonder masala by Rating the below mentioned factors in scale of 1 to 5?
[11] Please rank the following preferred media channel to promote wonder Garam Masala on basis of your preference.(Rank 1=highest priority to 7=lowest priority)
82 S V INSTITUTE OF MANAGEMENT, KADI.
Particulars RANK
Newspaper
Television ads
Radio ads
Hoardings
Internet ads
Others, specify_______________________
[12] Have you ever recommended Wonder Garam Masala to customers? (TICK MARK AS APPLICABLE)