RESEARCH REPORT

A STUDY ON CUSTMERS PREFERENCE TOWARDS

PACKAGED GROCERY PRODUCT IN DURG & BHILAI
Submitted in partial fulfillment for the award of the degree
Master of Business Administration
Chhattisgarh Swami Vivekanand Technical University Bhilai
Submitted by
TRAYALOCHAN SAHU
MBA ! Semester ""
#Session $%%&'$%%()
Approved By
*r+ Sumita *ave
,-*
.uided By
Mr+ SA/0T 1A23A2
41AV001
#1eader)
Shri Shankaracharya
Institute of Management and
Technology
3unwani Bhilai #C+.+) ' 5(%%$%
CERTIFICATE
This is to certify that the pro6ect 7A STU*8 -2 T,0
CUST-M01S9 410:0102C0 T-;A1*S 4AC/A.0*
.1-C018 41-*UCT "2 *U1. < B,"=A"> submitted to Shri
Shankaracharya "nstitute of Management < Technology
Bhilai in partial fulfillment of the re?uirement for the award of
Master of Business Administration #MBA) is a bona fide work
carried out by Trayalo!a" Sa!# a student of MBA "" Sem
under my supervision and guidance+
Sake
t 1an6an 4raveer

1eader

SS"MT Bhilai
Shri Shankaracharya
Institute of Management and
Technology
3unwani Bhilai #C+.+) ! 5(%%$%
DECLARATION
" Trayalochan Sahu a student of MBA "" Semester $%%& at
Shri Shankaracharya "nstitute of Management < Technology
hereby declare that this 4ro6ect 1eport under the title 7A
study on the customers preference towards Packaged
Grocery Product in Durg & Bhilai> is the record of my
original work under the guidance of Saket 1an6an 4raveer +
This report has never been submitted to anywhere else for
award of any degree@diploma+
4laceA Bhilai
Trayalochan Sahu
*ateA $&+%5+$%%(
MBA ! Semester ""
BiiC
ACKNOWLEDGEMENT
In order to complete any project successfully, functional
environment & proper guidance of the expert on the
subject is inevitable.
" am really indebted to my faculty of MBA department Mr+Saket
1an6an 4raveer 1eader under whose guidance " could conduct the
research on A study on the customers preference towards
Packaged Grocery Product in Durg & Bhilai and prepare this
pro6ect report+
" would also like to eDtend my sincere thanks to the students
employees businessmen professionals and all other respondents
who have eDtended their active cooperation while going through the
survey in *urg and Bhilai$


4laceA Bhilai
Trayalochan Sahu
*ate A $&+%5+$%%(
MBA ! Semester ""
BiiiC
TABLE OF CONTENTS
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EXECUTIVE SUMMARY

" have conducted a research on topic 7 A study on customers9
preference towards grocery packaged product9+ :or this " selected
*urg and Bhilai as a target market and " started my research from
FF
th
of March $%%( and collected the data from these two cities+ "
collected data from businessmen students
servicemen@professionals and households+ " completed my data
collection on $G@%G@$%%( and then " started data tabulation < finally
" made data analysis $I@%G@$%%(+ "n data analysis " used -ne'way
A2-VA Techni?ue+ " used S4SS to analyKe the data+ As the result
" found that there is a significant difference between the factors of
packaged grocery product in the opinion of the customers+ All
factors have different impact on the preference of customers and
these factors help the marketers while developing sales strategies+
BviC
INTRODUCTION
Very early in time food was consumed where it was found+ :amilies and
villages were self' sufficient making and catching what they used+ ;hen
containers were needed nature provided gourds shells and leaves to use+
=ater containers were fashioned from natural materials such as hollowed logs
woven grasses and animal organs+
:abrics descended from furs used as primitive clothing+ :ibers were matted into
felts by plaiting or weaving+ These fabrics were made into garments used to
wrap products or formed into bags+ ;ith the weaving process grasses and
later reeds were made into baskets to store food surpluses+ Some foods could
then be saved for future meals and less time was needed for seeking and
gathering food+
As ores and compounds were discovered metals and pottery were developed
leading to other packaging forms+ A brief review of the more popular packaging
developments are included in this fact sheet+

SiDty years ago our food was grown farmed and processed within relatively
short distances of retail outlets+ Today foods originate all over the world+ The
functions of packaging have multiplied and foods must be protected and kept in
good condition during transport and storage throughout the distribution chain+ All
the skill ?uality and reliability built into the food during growing processing and
BFC
preparation will be wasted unless proper design and manufacture of packaging
ensures Lsafe delivery to the consumer in prime condition at an economic costL+
The .rocery sector in "ndia is riding the wave of the retail revolution+ "t is a
large industry divided into organiKed and unorganiKed small and large scale
units+ 1ice Atta Sugar 4ulses are the ma6or products that fall in this category+
2ichrome has contributed to this sector in a big way+ /ohinoor *awat 4ilsbury
/argil "TC "ndia .ate =al Muila /B1 *eccan Sugar Mawana Sugar
2ilgiris++++

LITERATURE REVIEW
,istory of food packaging
B$C
0arly in history food was consumed where it was found+ ;ith the development
of agriculture families and villages were self'sufficient producing making and
catching what they used+ ;hen packaging was needed nature provided shells
gourds animal skins etc+ "n time containers or packaging were made from
natural materials such as reeds grasses logs bark and animal parts+ .rasses
and reeds were woven into baskets to store food+ As ores and metals were
discovered metals and pottery were developed leading to other packaging
forms+ An approDimate chronology is as followsA
N $%%%% years ago ! modified natural materials ! grass reeds skins
&%%% years ago ! ceramics amphorae ' developed in the Middle 0ast
I%%% years ago ! wood barrels boDes crates ! wooden boDes found in
0gyptian tombs
GI%% years ago ! mass produced ceramics pottery ! invention of the pottery
wheel
$I%% years ago ! glass containers ' glass blowing developed by the
4hoenicians and Syrians
$%%% years ago ! paper and cellulose fibres ' not true paper+
The last F%%% years has seen many changes and advances in packaging as a
result of huge social change+ The eDpansion of trade played a part+
BGC
"n the F(H%s a study of packaging systems in China found that
FH+I percent of the country9s cement was lost during transportationO and
$% percent of all glass was damaged before it could be used+
Similar findings came out of a study in 1ussia in the F(&%s where it was found
that lack of packaging distribution and storage facilities resulted in annual
losses ofA
5I percent of fresh vegetables ! as high as H% percent of potatoesO
II percent of fresh fruitO
I% percent of grainO
F million tons of meatO and
F+I million tons of fish+
Packaging has several objectives:

P!y%&al 'ro()(&o" ' The food enclosed in the package may re?uire
protection from among other things shock vibration compression
temperature etc+
Barr&)r 'ro()(&o" ' A barrier from oDygen water vapor dust etc+ is often
re?uired+ 4ermeation is a critical factor in design+ Some packages contain
B5C
desiccants or -Dygen absorbers to help eDtend shelf life+ Modified atmospheres
or controlled atmospheres are also maintained in some food packages+
/eeping the contents clean fresh and safe for the intended shelf life is a
primary function+
Co"(a&"*)"( or a++lo*)ra(&o" ' Small items are typically grouped together in
one package for reasons of efficiency+ powders and granular materials need
containment+
I",or*a(&o" (ra"%*&%%&o" ' 4ackages and labels communicate how to use
transport recycle or dispose of the package or product+ Some types of
information are re?uired by governments+
Mar-)(&"+ ' The packaging and labels can be used by marketers to encourage
potential buyers to purchase the product+ 4ackage design has been an
important and constantly evolving phenomenon for several decades+ Marketing
communications and graphic design are applied to the surface of the package
and #in many cases) the point of sale display+
S)#r&(y ' 4ackaging can play an important role in reducing the security risks
of shipment+ 4ackages can be made with improved tamper resistance to deter
tampering and also can have tamper'evident features to help indicate
tampering+ 4ackages can be engineered to help reduce the risks of package
pilferageA Some package constructions are more resistant to pilferage and some
have pilfer indicating seals+ 4ackages may include authentication seals to help
indicate that the package and contents are not counterfeit+ 4ackages also can
include anti'theft devices such as dye'packs 1:"* tags or electronic article
surveillance tags that can be activated or detected by devices at eDit points
and re?uire specialiKed tools to deactivate+ Using packaging in this way is a
means of retail loss prevention+
Co".)"&)") ' 4ackages can have features which add convenience in
distribution handling stacking display sale opening reclosing use and
reuse+
Por(&o" o"(rol ' Single serving packaging has a precise amount of contents
to control usage+ Bulk commodities #such as salt) can be divided into packages
that are a more suitable siKe for individual households+ "t is also aids the control
of inventoryA selling sealed one'liter'bottles of milk rather than having people
bring their own bottles to fill themselves+ P
BIC
Ty')% o, Pa-a+)
Pa')r a"/ Pa')r Pro/#(%
4aper may be the oldest form of what today is referred to as
QfleDible packaging+Q Sheets of treated mulberry bark were used by the Chinese to
wrap foods as early as the :irst or Second century B+C+ *uring the neDt fifteen
hundred years the paper'making techni?ue was refined and transported to the Middle
0ast then 0urope and finally into the United /ingdom in FGF%+ 0ventually the
techni?ue arrived in America in .ermantown 4ennsylvania in FJ(%+
4aper and paperboard packaging increased in popularity well into
the $%
th
century+ Then with the advent of plastics as a significant player in packaging
#late F(H%s and early F(&%s) paper and its related products tended to fade in use+
=ately that trend has halted as designers try to respond to environmental concerns+
Gla%%
Although glass'making began in H%%% B+C+ as an offshoot of pottery it was first
industrialiKed in 0gypt in FI%% B+C+ Made from base materials #limestone soda sand
and silica) which were in plentiful supply all ingredients were simply melted together
and molded while hot+ Since that early discovery the miDing process and the
ingredients have changed very little but the molding techni?ues have progressed
dramatically+
At first ropes of molten glass were coiled into shapes and fused together+ By F$%%
B+C+ glass was pressed into molds to make cups and bowls+
;hile other packaging products such as metals and plastics were gaining
popularity in the F(H%s packaging in glass tended to be reserved for high value
products+ As a type of Qrigid packagingQ glass has many uses today+
M)(al%
Ancient boDes and cups made from silver and gold were much too valuable for
common use+ -ther metals stronger alloys thinner gauges and coatings were
eventually developed+
The process of tin plating was discovered in Bohemia in F$%% A+*+ and cans of iron
coated with tin were known in Bavaria as early as the F5th P century+P$% ,owever the
plating process was a closely guarded secret until the FJ%%s+ "n FHJ5 =ondon
tobacconists began selling snuff in metal canisters another type of todayLs Qrigid
packaging+Q But no one was willing to use metal P for foodP$% since it was considered
poisonous+
BJC
The safe preservation of foods in metal containers was finally realiKed in :rance in
the early F&%%s+ Since food was now safe within metal packaging other products were
made available in metal boDes+ "n the F&G%s cookies and matches were sold in tins
and by F&JJ the first printed metal boDes were made in the United States for cakes of
*r+ =yonLs tooth powder+

Pla%(&%
4lastic is the youngest in comparison with other packaging materials+ Although
discovered in the F(th century most plastics were reserved for military and wartime
use+
Styrene was first distilled from a balsam tree in F&GF+ But the early products were
brittle and shattered easily+ .ermany refined the process in F(GG and by the F(I%s
foam was available worldwide+ "nsulation and cushioning materials as well as foam
boDes cups and meat trays for the food industry became popular+
+
La0)l% a"/ Tra/)*ar-%
-ne rather recent development in packaging is the labeling of the product with the
company name and contents information+
"n the FJJ%s imports into 0ngland often cheated the public and the phrase Qlet the
buyer bewareQ became popular+ "nferior ?uality and impure products were disguised
and sold to uninformed customers+ ,onest merchants unhappy with this deception
began to mark their wares with their identification to alert potential buyers+
-fficial trademarks were pioneered in F&JJ by Smith Brothers for their cough drops
marketed in large glass 6ars+ This was a new idea ' using the package to QbrandQ a
product for the benefit of the consumer+
"n F&H% the first registered U+S+ trademark was awarded to the 0agle'Arwill
Chemical 4aint Company+ Today there are nearly three'?uarters of a million #HI%%%%)
registered trademarks in the United States alone+ =abels now contain a great deal of
information intended to protect and instruct the public+
A R).&)1
:rom containers provided by nature to the use of compleD materials and processes
packaging has certainly changed+ Various factors contributed to this growthA the needs
and concerns of people competition in the marketplace unusual events #such as
wars) shifting lifestyles as well as discoveries and inventions+ 3ust as no single cause
influenced past development a variety of forces will be re?uired to create the
packages of the future+
BHC
Ma2or Co*')(&(or% o, 'a-a+)/ 'ro/#(
R)l&a") Fr)%!A To cover H% cities H&5 urban towns and J%%% ' odd rural
mandis
F#(#r) Gro#'A I%% SpencerLs :resh *aily Super and ,yper
Wa/!a1a" Gro#'A FI%% Spinach @ S'Mart @ Sabka BaKaar outlets in F%%
cities
S#0!&-%!a A $I%% neighbourhood outlets across the nation
-ther ma6or players firming up 4an'"ndia plans include
Bharti';almart AV Birla .roup #Trinethra@More) ,eritage :oods #:resh R ,ypercity
*airy :arm #:oodworld) 2ilgiris 1adhakrishna :oodland "nfluD =andmark .roup
#Spar) Mother *airy and Safal < region specific eDpansion by 3ubilant .roup #3umbo
Saver < Monday $ Sunday) ,opcoms and Margin :ree in South Adanis and
Arambagh :oodmart in 0ast "ndia among others
Opportunity in grocery and food
The Urban Middle Class continues to grow by 20-25 million annually. The population
is young better e!posed to modern lifestyles and has a preference for pac"aged food
and be#erages. This growing $ndian Middle Class especially the employed youth in
the $T%& '(O and other &er#ice sectors ha#e higher propensity to consume fuelled
by easy a#ailability of credit due to populari)ation of plastic cards.
More than *000 +ood and ,rocery outlets operational across tier-$ and tier-$$ cities and
-etail space of o#er . million s/. ft. ha#e come up for +0, supermar"ets department
stores and hypermar"ets. 25 ma1or +0, -etailers emerged in less than a year and
-etail sales in this segment grew by nearly *50 per cent o#er 2002.

B&C
RESEARCH METHODOLOGY
1esearch methodology is a way to systematically solve the
research problems+ "t may be understood as a science of studying how research is
done scientifically+ "n it we study the various steps that are generally adopted by a
researcher in studying his research problem along with the logic behind them+ "t is
necessary for the researcher to know not only the research methods@techni?ue but also
the methodology+
!esearch "#$ecti%es
34 To ,&"/ o#( (!) 'r),)r)") l).)l o, 'a-a+)/ +ro)ry
'ro/#($
54 To &/)"(&,y (!) ,a(or% o, 'a-a+)/ +ro)ry ,a(o(%$
64 To ,&"/ o#( (!) %&+"&,&a"(7/&,,)r)")%7%&*&lar&(&)%
0)(1))" (!) ,a(or%$
B(C
R)%)ar! Mo/)l
R)%)ar! D)%&+"8
D)%r&'(&.) R)%)ar!
"n this research " have conducted *escriptive 1esearch to study the customers9
preference towards packaged grocery product+ *escriptive research includes surveys
and fact'finding en?uiries of different kinds+ The ma6or purpose of descriptive research
BF%C



Customers

preference
Availability
of product
Muality of
product
:easibility of
collection
4urification
of product
Separation
of product
4ackaged
siKe of
product
Brand 2ame
Convenient
Time Saving
is description of the state of affairs as it eDists at present+ "n social science we ?uite
often use the term 0D ' post facto research for descriptive research studies+ The main
characteristics of this method is that the researcher has no control over the variables
he can only report what has happened or what is happening+ The method of research
utiliKed in descriptive research are survey methods of all kinds including comparative
and co'relational methods+
R)%)ar! M)(!o/
Survey Method 8
"n this research method utiliKed to conduct research is that 7Survey Method>+ Survey
method is one of the method of descriptive research and very popuilar and widely used
method of gathering data+ This method is particularly used with ?uantitative research+ "n
this method collection of data is done through ?uestionnaire and schedule+
Muestionnaire is sent to respondent by mail or posted on internet with invitation to
respondents for filling the ?uestionnaire+
Types of Survey Method
Survey method can be divided into ma6or four categoriesA
F) TelephoneA "n this respondents are contacted through the phone and
asked ?ueries about particular topic+
$) 4ersonalA "n this interviewer directly interacts with respondent to ask
?ueries+
G) MailA Trough mail ?uestionnaires are sent the respondent+
5) 0lectronicA This includes 0'mail and internet+
BFFC
Advantages of survey methodA
0conomical method even for large geographical spread+
:ree from interviewer bias+
4rovides ade?uate time to respondent for answering+
=arge sample can be made use of +
1esults can be made generaliKable and reliable+
*isadvantages of survey methodA
Suffers from poor respondent rate+
Missing data @respond is common+
True respondent is ?uestionable+
=ikely to be slowest of all+
"nfleDible as ?uestionnaires once sent can not be amended+
Control over ?uestionnaires may be lost once it is sent+
As " have conducted a research on the study of customers9 preference
towards packaged grocery product " used personal survey method to identify the
preference level of customer towards it and factors which influence them+ Because this
method is most appropriate to identify customers9 preference+ This method is best
because interviewer can make direct interaction the respondent and they can observe
something also that what is real intention@attitude@behavior of the respondent+ 0ven
BF$C
though this method has some disadvantages but it has more advantages also like
economical method no interviewer bias large sample can be made use of and etc+
&uestionnaire Design
"n ?uestionnaire " have used =ikert9s measurement scale to identify the preference
level of the customers9 preference towards packaged grocery product+ ,ere F to I
scales are used to be marked their preference level where SF stands for *o not
consider9 S$ stands for 6ust consider9 SG stands for little consider9 S5 stands for highly
consider9 and SI stands for more highly consider9+ This ?uestionnaire includes ( factors
which measures customers9 preference for packaged grocery product+ " decided (
factors for measuring the preference level of customers like availability ?uality of
product feasibility of collection separation packaged siKe purification of product <
convenient brand name < time saving+
This ?uestionnaire also consists personal details including 2ame
.ender Age .roup -ccupation and Monthly "ncome+

Sampling *esign
Sampling plan consists of sampling unit sampling siKe and sampling procedure
therefore it is necessary to find out sampling plan if population is F%%+
SAMPLING UNIT
BFGC
Sampling/Unit is the total number of samples differed in different classess.
S.No. Classes No.of Classes
1. Student !
". Service class "!
#. $usiness %lass "&
. 'ousehold 1&
Total 100
(ata have been collected through the survey method )hile surveys have
been conducted in t)o city*
i+ $hilai
ii+ (urg
,ll the data are primary in the nature as they had been collected first
and personally. ,ll the area had segmented according the population of
this area. I have considered 1!! as sample si-e.
Research Plan
.esearch (esign * (escriptive .esearch
(ata Source * /rimary (ata
.esearch Instrument * 0uestionnaire
1easurement scale * 2i3ert4s Scale
Sample Plan
Sampling (esign * Simple .andom (esign
Sample Si-e * 1!!
BF5C
Sample 2ocation * $hilai & (urg
Sample 5lement * S6U(576 8 !
S5.9I%5 %2,SS 8 "!
$USI75SS %2,SS 8 "&
':US5':2( 8 1&
*ata Collection A
Source of Data
Prmar! Data" #
/rimary data are those data, )hich are obtained for the first time by the
investigator himself. It is originated by the researcher for the specific purpose of
addressing the problem at at hand. 6his data can be ;ualititative or ;uantitative in
nature.. In orther )ords, by primary data )e mean those data, )hich are originally,
i.e., those in )hich little or no grouping has been made, the instance being recorded
or itemi-ed encountered.
6he source of primary data used in my project is the ;uestionnaire. /rimary are the
ra) data li3e ra) material. /rimary data are according to object of research and
used )ithout correction. 6he collection of primary data ta3es large sum, energy
and time. /recautions are not necessary in the use of the primary data.
DATA C$LL%CTI$N M%T&$D
As a 'ata collecton metho' I ha(e use' the )uestonnare Metho'.
BFIC
*h! a )uestonnare Metho' has +een use',
0uestionnaire had been prepared to get the response of the people as per guided
by the organi-ational guide. 6o provide the best end results )ithout any 3ind of
biasness, )hich can give a brief idea about sampling and )ould be beneficial for
ma3ing inferences for tabulations and calculations )ith research instruments. I
made a survey through ;uestionnaire as prepared by me.
BFJC
DATA ANALYSIS AND RESULTS
+
,% There is no significant different between factors from each other
,F There is significant different between factors from each other
Techni'ue (or Data Analysis
"n this research -ne ! ;ay A2-VA has been adopted as techni?ue for
data anlysis
ANO9A8 A2-VA is essentially a procedure for testing the difference among the
different groups of data for homogeneity+ The essence of A2-VA is that the total
amount of variation in a set of data is broken down into two types that can be attributed
to chance and that amount which can be attributed to specified causes+
2oteA :ollowing result has been calculated by using the S4SS Statistics FH+%
software+
Method to calculate one'way A2-VA in S4SS Statistics FH+% as followsA
Tabulate the data in 0Dcel+
-pen the 0Dcel file in S4SS Statistics
.o to 7AnalyKe to Compare means to one'way A2-VA then select variables
from list < transfer to factors boD and select the value < transfer to *ependent
boD
:inally click ok to get out put
ANOVA
Factor
Sum of
Squares Df Mean Square F Sig
!et"een
#rou$s
%&%'% ( &&)%& (*+( ,,,
-ithin #rou$s &''*.', (%& &*/*
Total &*&.))% (%%


BFHC
4ercentage wise result of each factors are as
followsA

Factors X1 X2 X3 X4 X5 X6 X7 X8 X9
0verage *% )) *+ *% ),% *' */ *( )&
0verage
,
&
'
*
)
.
1& 1' 1* 1) 1. 1+ 1/ 1( 1%
factors
P
e
r
c
e
n
t
a
g
e
0verage

;here EF P Availability of product
E$ P Muality of product
EG P :easibility of collection
E5 P Separation of product
EI P 4urification of product
EJ P 4ackaged siKe of 4roduct
EH P Brand name of product
:; < Co".)"&)"(
E( P Time saving
BF&C
INTERPRETATION OF FINDINGS
F) F = %&+$ >;$6?; =3$@A;BB;4

SoO 2ull hypothesis is re6ected+

That means there is significant difference between the
factors from each other+
=ikert9s measurement scale
*o not =ittle 3ust ,ighly More ,ighly
F $ G 5 I
EF) 4reference level of customers in terms of price while purchasing packaged
grocery productA

X1
Frequency Percent 2alid Percent 3umulative Percent
2alid & + .% +, +,
' &' &&% &', &(,
* &+ &.( &+, *),
) '* ''( '*, ./,
. )* )'+ )*, &,,,
Total &,, %%, &,,,
Missing System & &,
Total &,& &,,,
BF(C

3s the abo#e graph 4* e!plains that 5.6 people more highly
prefer a#ailability of product and 2.6 *26 *26 26 people highly 1ust little do not
prefer a#ailability of product respecti#ely.
427 4reference level of customers in terms of ?uality of product while purchasing
packaged grocery productA
X2
Frequency Percent 2alid Percent 3umulative Percent
2alid & ) ), ), ),
' * *, *, /,
* + .% +, &*,
) ') '*( '), */,
. +* +') +*, &,,,
Total &,, %%, &,,,
Missing System & &,
Total &,& &,,,
B$%C

3s the abo#e graph 4* e!plains that 2.6 people more highly prefer /uality
of product and 256 26 .6 56 people highly 1ust little do not prefer /uality of
product respecti#ely.


4.7 4reference level of customers in terms of feasibility of collection while
purchasing packaged grocery productA
X3
Frequency Percent 2alid Percent 3umulative Percent
2alid & / +% /, /,
' &, %% &,, &/,
* '% '(/ '%, )+,
) '* ''( '*, +%,
. *& *,/ *&, &,,,
Total &,, %%, &,,,
Missing System & &,
Total &,& &,,,
B$FC
3s the abo#e graph 4* e!plains that .*6 people more
highly prefer feasibility of collection and 2.6 286 *06 96 people highly 1ust little
do not prefer feasibility of collection respecti#ely.

457 4reference level of customers in terms of separation of product while
purchasing packaged grocery productA
X4
Frequency Percent 2alid Percent 3umulative Percent
2alid & & &, &, &,
' ( /% (, %,
* *' *&/ *', )&,
) '' '&( '', +*,
. */ *++ */, &,,,
Total &,, %%, &,,,
Missing System & &,
Total *0* *00
B$$C
3s the abo#e graph 4* e!plains that .96 people more highly prefer separation of
product and 226 .26 :6 *6 people highly 1ust little do not prefer separation of
product respecti#ely.
457 4reference level of customers in terms of purification of product while
purchasing packaged grocery productA
X5
Frequency Percent 2alid Percent 3umulative Percent
2alid & / +% /, /,
' / +% /, &),
* &* &'% &*, '/,
) &+ &.( &+, )*,
. ./ .+) ./, &,,,
Total &,, %%, &,,,
Missing System & &,
Total &,& &,,,
B$GC

3s the abo#e graph 4* e!plains that 526 people
more highly preferpurification of product and *26 *.6 96 96 people highly 1ust
little do not prefer purification of product respecti#ely.
427 4reference level of customers in terms of packaged siKe of product while
purchasing packaged grocery productA

B$5C
X6
Frequency Percent 2alid Percent 3umulative Percent
2alid & ( /% (, (,
' ') '*( '), *',
* '/ '+/ '/, .%,
) '' '&( '', (&,
. &% &(( &%, &,,,
Total &,, %%, &,,,
Missing System & &,
Total &,& &,,,


3s the abo#e graph 4* e!plains that *86 people more highly pac"aged si)e
of product and 226 296 256 :6 people highly 1ust little do not prefer pac"aged
si)e of product respecti#ely.
497 4reference level of customers in terms of brand name of product while
purchasing packaged grocery productA
B$IC
X7
Frequency Percent 2alid Percent 3umulative Percent
2alid & / +% /, /,
' &, %% &,, &/,
* '& ',( '&, *(,
) '+ './ '+, +),
. *+ *.+ *+, &,,,
Total &,, %%, &,,,
Missing System & &,
Total &,& &,,,


3s the abo#e graph 4* e!plains that .26 people more highly
brand name and 226 2*6 *06 96 people highly 1ust little do not prefer brand
name respecti#ely.
B$JC
4:7 4reference level of customers in terms of convenient while purchasing
packaged grocery productA
X8
Frequency Percent 2alid Percent 3umulative Percent
2alid & ) ), ), ),
' % (% %, &*,
* '+ './ '+, *%,
) '/ '+/ '/, ++,
. *) **/ *), &,,,
Total &,, %%, &,,,
Missing System & &,
Total &,& &,,,

3s the abo#e graph 4* e!plains that
.56 people more highly co#enient and 296 226 86 96 people highly 1ust little do
not prefer con#enient respecti#ely.
B$HC
487 4reference level of customers in terms of times saving while purchasing
packaged grocery productA
X9 = Time Saing
Frequency Percent 2alid Percent 3umulative Percent
2alid
& ' ', ', ',
' % (% %, &&,
* &) &*% &), '.,
) '. ')( '., .,,
. ., )%. .,, &,,,
Total &,, %%, &,,,
Missing System & &,
Total &,& &,,,

3s the abo#e graph 4* e!plains that 506 people
more highly time sa#ing and 256 *56 86 26 people highly 1ust little do not prefer
time sa#ing respecti#ely.
B$&C

B$(C
RECOMMENDATIONS

Availability to be increased+
4rice should be affordable+

BG%C
LIMITATIONS
6his study is only modest attempt and not be claimed as comprehensive
one, further it is to be pointed that data are inebriation for the study and
conse;uently the findings made out of it are reliable to the extend that the
respondents have been forthright nourishing the same.
(uring conducting this research I come across the follo)ing limitations* <
1. 6he research period )as a short period to carryout study )ith
almost precautions.
". Sometime the respondents are not available at their place.
#. 9ery often the responded do not express their true feelings, in
such case their habit, preference, practice cannot be assessed
correctly.
. Some of the respondents refuse to give the important information
best 3no)n to them.
&. 1ost of the customers are not a)are about pac3aged grocery
product.
'o)ever in spite of these limitations all efforts have been put to ma3e
the report correct, genuine, and fulfilling the objectives of the reports.
BGFC
CONCLUSIONS
"n conclusion it can be said that there should be highly availability of
packaged grocery product+ Most of the factors which influence the customers to
purchase it are ?uality purification brand name o".)"&)"( a"/ (&*) %a.&"+ a"/
(!)%) ar) !)l',#l (o &"r)a%) (!) %al)% o, (!&%$
B#%&")%% la%% ')o'l)C %)r.&)7'ro,)%%&o"alC %(#/)"( a% 1)ll a%
#"*arr&)/ ')o'l) ar) (!) #%(o*)r% 1!o !&+!ly r)D#&r) (!&% 'ro/#( a% (!) (&*)
%a.&"+ &% o")r")/$ I( *ay 0r&"+ a 0r&+!( /ay ,or (!&% +ro)ry 'ro/#( %)(or &,
(!)%) ar) (a-)" o" (!) r&+!( !a"/ & r&+!( 1ay 0)a#%) a% (!&% a+) &% o")r")/C
).)ry o") "))/% o".)"&)"(C (&*) %a.&"+ &" ).)ry(!&"+ 1!a().)r (!)y a" 0)
a.a&l)/$
BG$C
REFERENCES
F) sho$$ing habits and brand loyalty 45adhika 3hadha by
!6Feedback7thehinducoin4 Financial Daily from T89 8I:D; grou$ of
$ublications4 !usiness 6ine
$) 1avier Dr<=e4Ste$hen > 8och4Mary 9 Purk4#raduate School of !usiness4The
;niversity of 3hicago46ast 5evision :ovember &%%)
*? 5etail@shelf universal sign@holder $ouch 4Document Ty$e and :umber:
;nited States Patent ++.&*+%
BGGC
APPENDICES
F) Questionnaire
EUESTIONNAIRE
" am student of Shri Shankaracharya "nstitute of Management < Technology and as a
part of my curriculum " am conducting pro6ect on CUSTOMERS PREFERENCE TOWARDS
PACKAGED GROCERY PRODUCT+ " would be grateful to you for providing candid response+
8our response would be kept strictly confidential < will be used only for data analysis+
E4 + ,ow much do you consider @ prefer following factors of 4ackaged .rocery 4roduct
while purchasing itT
4lease rank your preference ranking between F to I where F stands for highly
disagreed and I stands for highly agreed + Mark # A ? in the concerned column+
S+
2o+
factor
*o not
consider@ not
significant@
not important@
not prefer
F
=ittle
consider@
significant@
important@
prefer
$
3ust
consider@
significant@
important@
prefer
G
,ighly
consider@
significant@
important@
prefer
5
More
highly
consider@
significant@
important@
prefer
I

F+
,ow much do you
prefer availability of
productT

$+
,ow much do you
prefer ?uality of productT

G+
,ow much do you
prefer feasibility of
collectionT

5+
,ow much do you
prefer separation of
productT

I+
,ow much do you
consider purification of
productT

J+
,ow much do
consider package siKe of
productT

H+
,ow much do you
consider brand loyaltyT

&+
,ow much do you
consider convenientT

(+
,ow much do you
consider Time savingT
F%) 8our suggestion # if any )A UUUUUUUUUUUUUUU++++++++++++++++++++++
UUUUUUUUUUUUUUUUUUUUU
P)r%o"al D)(a&l%8

2ameA UUUUUUUUUUUUUUUUUUUUU++
BG5C

.enderA Male :emale
Age group #in year)A a) VPFI b) FJ ! $I
c) $J ! GI d) NGI
Marital StatusA Married Unmarried
-ccupationA a) Student b) Service 4erson@
professional
c) ,ouse ,old d) Businessman
Monthly "ncomeA a) %%%% ! (((( b) F%%%% ! F((((
c) $%%%% ! $(((( d) G%%%% ! above
BGIC