Parle Agro

CONSUMER SATISFACTION & BUYING BEHAVIOUR OF FMCG WITH SPECIAL REFFERENCE
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INTRODUCTION
An Overview Of Consumer Satisfaction & Buying Behavior
Consumer Satisfaction & Buying behavior refers to the mental and emotional
process and the observable behavior of consumers during searching, purchasing
and post consumption of a product or service.
Consumer Satisfaction & Buying behavior involves study of how people buy, what
they buy, when they buy and why they buy. It blends the elements from psychology,
sociology, sociopsychology, anthropology and economics. It also tries to assess the
influence on the consumer from groups such as family, friends, reference groups and
society in general.
Buyer behavior has two aspects: the final purchase activity visible to any observer
and the detailed or short decision process that may involve the interplay of a number
of complex variables not visible to anyone.
Factors Affecting Consumer Satisfaction & Buying Behaviour: Consumer
buying behaviour is influenced by the major three factors:
. Social !actors
". #sychological !actors
$. #ersonal !actors.
Social Factors
Social factors refer to forces that other people exert and which affect
consumers% purchase behaviour. &hese social factors can include culture and
subculture, roles and family, social class and reference groups.
Psychological Factors
&hese are internal to an individual and generate forces within that influence
her'his purchase behaviour. &he ma(or forces include motives, perception, learning,
attitude and personality.
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Personal Factors
&hese include those aspects that are uni)ue to a person and influence
purchase behavior. &hese factors include demographic factors, lifestyle, and
situational factors.
efinition:
Consumer buying decision process is the processes underta*en by
consumer in regard to a potential mar*et transaction before, during and after the
purchase of a product or service.
Consumer decision ma!ing "rocess generally involves five stages:
#eed $ecognition
Purchase decision ma*ing process begins when a buyer becomes aware of
an unsatisfied need or problem. &his is the vital stage in buying decision process,
because without recogni+ing the need or want, an individual would not see* to buy
goods or service.
%here are several situations that can cause "roblem recognition& these
include:
,epletion of stoc*
,issatisfaction with goods in stoc*
-nvironmental Changes
Change in !inancial Situation
.ar*eter Initiated /ctivities
'(am"le:
2

Post
Purchase

Alternativ
e
'valuation

Search
)nformation

Purchase
Action

#eed
$ecognition
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0hen a person recogni+es that he'she is having a difficulty that he'she is not
able to travel with his'her family member. &hen recogni+es that his'her must have car
and needs to buy a new car.
)nformation Search
/fter the consumer has recogni+ed the need, he ' she will trying to find the
means to solve that need. !irst he will recall how he used to solve such *ind of a
problem in the past, this is called nominal decision ma*ing. Secondly, a consumer
will try to solve the problem by as*ing a friend or goes to the mar*et to see* advice
for which product will best serve his need, this is called limited decision ma*ing.
Sources of information include:
#ersonal sources
Commercial Sources
#ublic sources
#ersonal experience
'(am"le: *continuing from "revious+,
&he person after recogni+ing that his'her need, he'she will eventually try
to find out how he'she can purchase the car. If he'she cannot ma*e a decision
his'herself then he'she will as* a friend to help out, if the friend do not have sufficient
*nowledge, he'she would go to automobile showroom of a different different
company and try to get ade)uate information regarding price, feature, performance
and after sale service.
A B$)'F )#S)-.%/ %.' F0C- )#1S%$2 )# )#)A
!ast .oving Consumer 1oods 2!.C13, also *nown as Consumer #ac*aged 1oods
2C#13 are products that have a )uic* turnover and relatively low cost. Consumers
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generally put less thought into the purchase of !.C1 than they do for other
products.
&he Indian !.C1 industry witnessed significant changes through the 445s. .any
players had been facing severe problems on account of increased competition from
small and regional players and from slow growth across its various product
categories. /s a result, most of the companies were forced to revamp their product,
mar*eting, distribution and customer service strategies to strengthen their position in
the mar*et.
By the turn of the "5th century, the face of the Indian !.C1 industry had changed
significantly. 0ith the liberali+ation and growth of the Indian economy, the Indian
customer witnessed an increasing exposure to new domestic and foreign products
through different media, such as television and the Internet. /part from this, social
changes such as increase in the number of nuclear families and the growing number
of wor*ing couples resulting in increased spending power also contributed to the
increase in the Indian consumers6 personal consumption. &he reali+ation of the
customer6s growing awareness and the need to meet changing re)uirements and
preferences on account of changing lifestyles re)uired the !.C1 producing
companies to formulate customer7centric strategies. &hese changes had a positive
impact, leading to the rapid growth in the !.C1 industry. Increased availability of
retail space, rapid urbani+ation, and )ualified manpower also boosted the growth of
the organi+ed retailing sector.
899 led the way in revolutioni+ing the product, mar*et, distribution and service
formats of the !.C1 industry by focusing on rural mar*ets, direct distribution,
creating new product, distribution and service formats. &he !.C1 sector also
received a boost by government led initiatives in the "55$ budget such as the setting
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up of excise free +ones in various parts of the country that witnessed firms moving
away from outsourcing to manufacturing by investing in the +ones.
&hough the absolute profit made on !.C1 products is relatively small, they
generally sell in large numbers and so the cumulative profit on such products can be
large. :nli*e some industries, such as automobiles, computers, and airlines, !.C1
does not suffer from mass layoffs every time the economy starts to dip. / person
may put off buying a car but he will not put off having his dinner.
:nli*e other economy sectors, !.C1 share float in a steady manner irrespective of
global mar*et dip, because they generally satisfy rather fundamental, as opposed to
luxurious needs. &he !.C1 sector, which is growing at the rate of 4; is the fourth
largest sector in the Indian -conomy and is worth <s.4$555 crores. &he main
contributor, ma*ing up $"; of the sector, is the South Indian region. It is predicted
that in the year "55, the !.C1 sector will be worth <s.=$555 crores. &he sector
being one of the biggest sectors of the Indian -conomy provides up to = million (obs.
2Source: 8CCB#9, .onthly Circular, .arch3
&he !.C1 sector consists of the following categories:
Personal Care7 >ral care, 8air care, 0ash 2Soaps3, Cosmetics and &oiletries,
,eodorants and #erfumes, #aper products 2&issues, ,iapers, Sanitary
products3 and Shoe care? the ma(or players being? 8industan 9ever 9imited,
1odre( Soaps, Colgate, .arico, ,abur and #rocter & 1amble.
.ousehold Care7 !abric wash 29aundry soaps and synthetic detergents3,
8ousehold cleaners 2,ish':tensil'!loor'&oilet cleaners3, /ir fresheners,
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Insecticides and .os)uito repellants, .etal polish and !urniture polish? the
ma(or players being? 8industan 9ever 9imited, @irma and <ic*et Colman.
Branded and Pac!aged foods and beverages7 8ealth beverages, Soft
drin*s, Staples'Cereals, Ba*ery products 2Biscuits, Breads, Ca*es3, Snac*
foods, Chocolates, Ice7creams, &ea, Coffee, #rocessed fruits, #rocessed
vegetables, #rocessed meat, Branded flour, Bottled water, Branded rice,
Branded sugar, Auices? the ma(or players being? 8industan 9ever 9imited,
@estle, Coca7Cola, Cadbury, #epsi and ,abur
S"irits and %obacco? the ma(or players being? I&C, 1odfrey, #hilips and :B
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OBJECTIVES & SCOPE OF THE PROJECT
%o analy3e the consumer awareness for fruit juices4
&his ob(ective gives a clear idea regarding the consumer awareness towards the
fruit (uice as well as towards the different brands prevailing in the mar*et. &he
consumer%s awareness creates a demand towards the particular product.
Analy3e the consumer Satisfaction & their buying behavior and demand4
&he consumer buying behavior is an important parameter which consist of
consumer preferences. &he demand of a pro(ect can be *nown from the
consumer%s buying pattern and parameters that he considers during buying a
fruit (uice li*e )uality, availability, price, pac*aging and delivery mode. &he
demand also depends upon some of the other factors li*e purchasing power
population, promotional activities of product in the mar*et and seasonality.
1nderstanding the demogra"hic "rofile of consumers4
&he consumer acceptance depends upon the *nowledge and maturity level that
he has gained during his age for the different food habits prevailing in the
surrounding. &he age factor is an important factor to *now product demand for a
particular age group. So the interest can be made to motivate those age groups
for buying their product.
)dentification of influencing factor for "urchase4
Consumers generally go for some of the general factors while purchasing a
product li*e brand, company name, expiry date, price, ingredients added, price
and )uality. &he perception which a customer interpret from the outer level of the
product influence him a lot to buy that. &he influencing factor of purchasing
ma*es a producer to understand the customer need.
%o identify the com"any "osition among com"etitors4
%o analyse the satisfaction level of customer toward Frooti& 0a33a& Slice4
%o analyse how much is the chances of the success of Frooti in $-B in the
mar!et4
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%o analyse the satisfaction level of retailer in selling the Frooti in regard
service4
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S COPE OF T HE S TUDY
#arle /gro is spreading its wings and widening its business hori+on to reach and
serve customers at new centers in the year ahead. &he company services are
bac*ed by a highly motivated and technology driven team to achieve customers
need, product expertise and geographic reach.
&he study is oriented towards the concept of different brands offered by #arle /gro
and its competitors to its customers. &he company has endeavored to move fast in
providing mar*et solution, which maximi+e customer needs and convenience, using
multiple delivery channels in composing the agency networ*, service centers, lower
service cost and increased efficiency.
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RESEARCH METHODOLOGY
&he methodology used in conducting the research wor* on Coca Cola with ma(or
emphasis on its sales and mar*eting strategies involve the following steps:
5hy ) have selected Parle Agro only6
I have selected #arle /gro for my summer training because it is the company that is
growing day by day. It has maximum mar*et share with comparison to its
competitors. /nd it is the company that gives highest sales and it is also the highest
in Beverage industry.
efining the "roblem and deciding research objectives:
,efining the ob(ective is the most important part of any study process. #roper
defining of the problem is a must for proceeding further with the research process.
&he type of study to be carried out, the )uestions to be raised, the sampling
procedure to be followed, and the data to be collected, all depends on a correct
understanding of the problem. /lso, by clearly focusing on the real problem, the
research (ob can be simplified and completed with the minimum cost, effort and data.
Identified problem or the ob(ectives of the research discussed in the report are:
74 evelo"ing the research "lan:
In this a plan was developed about how to collect the re)uire information i.e. whom
to contact for gathering the relevant data. ,ata is the foundation of all research. It is
the raw material with which a researcher functions.
&herefore, it re)uires great care to select the sources of data. ,ata, or facts, may be
obtained from several sources. ,ata sources can either be primary or secondary.
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A4 Primary data:
Collection of primary data was conducted by visiting the people personally for the
preparation of the report.
84 $esearch a""roach:
It means the way by which the information was collected. Bisiting the various places
of #atna, getting the )uestionnaire filled by different individuals.
Beside this, fre)uent visit to the showrooms of the company was of great help to
conduct the analysis and research wor*.
94 Contact methods:
Instrument or ,ata collected !orms: It is the method by which data is gathered. It
could be done through various instruments li*e )uestionnaires, observations, getting
information from the staff members of the agency, contacting to the motor mechanics
was sufficient enough to conduct the study.
:4 Collection of information:
&he primary information was collected by face7to7face and direct interviews with the
peoples and the customers. &hey provide the relevant information regarding the
profile of the company as compared to the other company in the Indian mar*et. .ost
employees suggested visiting company%s web site, as it was not possible for them to
spare time from their busy schedules.
&he secondary sources of information were various web sites of the companies,
newspapers & maga+ines such as &he times of India, &he 8industan &imes,
Business world, etc.
;4 Analy3ing the information:
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&he data collected was carefully analy+ed. &he research and analysis of the
information has been done on the basis of various sales and mar*eting strategies
adopted by the company during its tenure.
<4 $e"orting and conclusions and recommendations:
&his is the most vital part of the wor* underta*en. /fter collection and analysis of
data, it was recorded in the form as prescribed. &he ma(or part of the report is the
findings. &he finding also includes charts, tables and diagrams etc. &he report also
mentioned the limitations of the pro(ect underta*en. &hen conclusion has been
drawn out of the findings and various recommendations have been given at the end
of the report. Certain tables on the basis of which the findings were made have been
included in the appendices section followed by the bibliography.
B4 Secondary data:
&he sources from which secondary data was collected:
C #ress releases of the company.
C @ewsletters and In7house (ournals.
C Brochures and detailed descriptive leaflets
C .aga+ines li*e Business 0orld, >utloo*, /uto India, etc.
C 0ebsites such as www.parleagro.com, www.google.com. &hese were the
sources from which secondary data has been gathered. .ost of the information
presented in this report was extracted from the above data sources.
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LIMITATIONS OF THE STUDY
,ue to the constraints all the outlets were not covered4
&he sample was restricted to D5 outlets
7
which may restrict only to the #atna.
&he scope of the study is restricted only to #atna7
>wing to their preoccupation some remailers unable to answer the complete
)uestionnaire and therefore bias becomes a ma(or problem.
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COMPANY PROFILE
#arle /gro 7 a trusted name in the beverage
industry for agro based drin*s. #arle /gro
is a leading Indian Beverage Company, the
only Indian transnational giant with the past experience of having successfully
launched leading soft drin* brands li*e 6!rooti, /ppy Classic, /ppy7 !i++, Bailley
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#ac*aged ,rin*ing 0ater & Confectionery brands li*e .introx and Buttercup6. #arle
/gro strength is our people who have wor*ed towards ma*ing our presence felt
throughout the country and all over the world through a strong franchisee networ*
and well7developed strong infrastructure. #arle /gro has its factories located in
Silvassa, #atalganga, Bhopal, Chennai, 1ha+iabad and 8yderabad. /t #arle /gro,
success is a habit? where greater heights are achieved through consumer insight,
sound business practices, mar*eting and sales innovation, with the focus on the
consumer. 6&hin*ing consumer, &asting success, /lways6 7 that is what #arle /gro is
all about.
NATURE OF ORGANIZATION
E#/<9- /1<> is a trusted name in the Indian beverage industry and has been
refreshing India since more than two decades with leading brands li*e !rooti, /pply
Classic, /pply !i++, Bailley, Saint Auice, 9.@ & recently launched 1rappo !i++. #arle
/gro #vt., 9td. manufactures, distributes, sells, and exports fruit drin*s in India and
internationally. &he company offers fruit and mil* drin*s, pac*aged water, and apple
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and mango drin*s in polyethylene terepthalate 2#-&3 bottles and containers, and
tetra pac*s. &he company also operates a health and fitness studio for woman. &he
company distributes its products through franchisees. #arle /gro #vt., 9td. was
founded in 4FD and is based in .umbai, India.
#arle /gro has been a trusted name in the beverage industry providing wholesome
and healthy agro7based drin* brands. It has successfully launched some of India6s
leading beverages li*e !rooti, /ppy and @7Aoi, /nd pac*aged drin*ing water, Bailey,
over the last two decades.In a country where health consciousness is growing at a
rapid pace, #arle /gro, with its numerous fruit7based drin*s, has struc* a chord with
the masses. It brings to the consumers the magic of premium )uality fresh fruit
drin*s conveniently pac*ed and available all through the year. !ruit beverages are
wholesome, easy to digest, highly refreshing with natural nutritional values as
compared to synthetic and aerated drin*s. #arle /gro6s !rooti is India6s first national
mango drin*. &he mango segment is 4D; of the Indian fruit drin* mar*et and !rooti
has FD; mar*et share in the tetra pac* segment. .ade from fresh and premium
Indian mangoes, !rooti has grown to be one of India6s top D5 most trusted brands.
0hen #arle /gro launched @7Aoi with real fruits and fresh mil*, it not only launched a
new healthy beverage, but also created a whole new category in India. &he mil*
sha*e claims to contain no preservatives and is full of nutritional goodness. It6s
delicious filler and an apt )uic* refreshing nourishment for today6s hectic stressful
life.
%2P' OF )#1S%$2 A# B1S)#'SS:/
!ood, Beverages and !ast .oving Consumer 1oods 2!.C13
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VISSION & MISSION STATEMENT
=)S)O#:/
&o be the leaders in our business. 0e will stand apart from the competition by being
the first in the mar*et to innovate.
0)SS)O#:/
G0e will be the leaders in our business by H maintaining high )uality, introducing new
and innovative products, reaching every part of India, remaining customer7centric,
constantly upgrading our *nowledge and s*ills.I
G&o provide consumers superior, wholesome agro based food and drin* brands
through which parle can build a profitable? growth oriented organi+ationI.
#arle is a leading Indian !ood and Beverage Company, the only Indian transnational
giant with the past experience of having successfully launched leading soft drin*s
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li*e G!rooti, /pply, @7Aoi and BailleyI. &oady its brand portfolio consists of @o.
brands li*e froti along with /ppy, @7Aoi and Bailley.
FUNCTIONAL AREA
/dministration, .ar*et, #urchasing, #roduction and Juality ,epartment.
S)>' OF %.' O$-A#)>A%)O#:/
0A#PO5'$:/
#arle group has manpower strength of over "D55 employees, including over =55
professionals.
%1$#O='$:/
&he #arle 1roup turnover is over 4D5 crore in "55
0A$?'% S.A$':/
!rooti has FD; mar*et share in the tetra pac* segment. 0ith a =5; share of the
total biscuit mar*et and a D; share of the total confectionery mar*et in India.
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ORGANIZTIONAL STRUCTURE
/n organi3ational structure is a mainly hierarchical concept of subordination of
entities that collaborate and contribute to serve one common aim.
>rgani+ations are a variant of clustered entities. /n organi+ation can be structured in
many different ways and styles, depending on their ob(ectives and ambience. &he
structure of an organi+ation will determine the modes in which it operates and
performs. >rgani+ational structure allows the expressed allocation of responsibilities
for different functions and processes to different entities such as the branch,
department, wor*group and individual. Individuals in an organi+ational structure are
normally hired under time7limited wor* contracts or wor* orders, or under permanent
employment contracts or program orders.
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MOTIVATION OF CHANNEL MEMBERS
Company strongly believes in maintaining a good relationship with the channel
members so that they are genuinely motivated to wor* for the company. /lso if the
channel members are motivated, they can also initiate advertising & sales promotion
schemes on behalf of the company. 8owever to *eep the channel members
motivated to wor*, the company has to incur certain costs but the benefits of it are
felt in the long run. &he following are the motivation programs run by the company.
0otivational Factors for the istributors
>ne of the main factors, which *eep the distributors motivated, is the margin.
:sually the margins offered by the company are F; & it is raised to F.D;.
Bolume wise this comes out to be a big figure since #arle%s product has a
good demand in the mar*et. 8owever compared to the other companies the
margins are still lower since the new players in the mar*et offer a much higher
margin.
In order to *eep the Channel members motivated in the long run, #arle builds
on the concept of G%rade 0ar!etingI which ma*es the dealers & the
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distributors believe that the company%s products are worthy of being pushed in
the mar*et.C
&he company is organi+ing various &otal Juality .anagement initiatives &
wor*shops. 8ere various counseling measures are underta*en by the
company to improve the overall wor*ing of the distribution networ*.
0otivational Factors for the %he $etailers
%rade schemes: these are underta*en by the company only for the hard
selling items e.g. Biscuits and Snac*s etc. for these the company raises the
margins by ";, also schemes li*e good pac*aging incase of butter and
cheese is underta*en by the company. 8owever this is only a short7term
initiative to push the products of the company.
-low boards: the company puts up glow boards at the retailer and pays the
ma(or portion of the cost.
Schedule of the salesmen: they provide the retails with this schedule& so
the retailers can pre estimate the )uantities of the various products needed.
)nfrastructure facilitation: the company facilitates the retailers to buy
beautiful stalls by formulating an easy payment program and a commitment
to buy bac* the e)uipment at a reasonable price when the value of the
e)uipment has depreciated.
'valuation of channel members
Beat "lan:/ this plan is generated for the various product categories. / wee*ly
schedule is prepared for various mar*ets and the retailers the turnover for
each of the product is calculated for the wholesale dealers.
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Cumulative "erformance:/ the performance of the dealers is averaged out
over a period of three years where a comparison is made of the present
performance vis7K7vis the previous ones.
%arget versus achievement:/ the performance and the targets are compared
and therefore the gaps are identified which help in evaluating the 0, and
planning for the next year as well. &his is done for each of the product
category.
CONFLICTS
Conflict is actual or perceived opposition of needs, values and interests. / conflict
can be internal 2within oneself3 to individuals. Conflict as a concept can help explain
many aspects of social life such as social disagreement, conflicts of interests, and
fights between individuals, groups, or organi+ations. In political terms, EconflictE can
refer to wars, revolutions or other struggles, which may involve the use of force as in
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the term armed conflict. 0ithout proper social arrangement or resolution, conflicts in
social settings can result in stress or tensions among sta*eholders. 0hen an
interpersonal conflict does occur, its effect is often broader than two individuals
involved, and can affect many associate individuals and relationships, in more or
less adverse and sometimes even way.
Conflicts
Ownershi" of assets: #reviously the company used to give the products on
lease to the retailers, when the company wanted the stuff bac*? the retailer
disagreed to comply and created issues of ownership.
Stoc!ing issues: &he company doesn%t want the retailers to stoc* the
competing brand in the company leased stall, which at times s hard to
manage as retailers tend to do it often.
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$e"lacement of "roducts: &he deterioration in the product calls for fail in
replacement by the company this ma(or issue of vertical conflict.
Credit "olicy: Compared to the mar*et, the company%s credit period is less
that specially incase of institutional sales is very important.
Pac!aging: &he channel members for easy storing demand a better )uality of
pac*aging.
$e"lenishment: &he replenishment of the stoc*s is not prompt in case of
#arle cheese Biscuit and all hard selling items.
0argins: &he Company provides least margins to all the channel members.
!or e.g. the retailer%s margin in case of butter is F; as compared to
Britannia%s ";.
Co/o"eration among channel members
Parle @uality circles: &he members of the local channel meet together every
month to share issues and the achievements of the channel members. &his is
an ongoing activity facilitated by the company offices in different locations? this
enables the channel members to learn together and reduces the hori+ontal
conflicts among the 0,s.
Pilot salesmen scheme: &o reduce the financial burden of the distributors
this scheme is run whereby half the cost of the salesmen is born by the
company and the rest half by the distributor.
Scheduling of sales: &he 0,%s provides Schedule of the distributor%s sales
men to the retailers so that the retailers can plan out and place the orders in
advance.
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Agreement defining rights: &he Company ma*es the distributors sign an
agreement where the areas of operation for each of the distributors are
defined, therefore avoiding any conflict amongst the distributors regarding
their areas of operation.
Ownershi" of assets: #reviously the company used to give the products on
lease to the retailers, when the company wanted the stuff bac*? the retailer
disagreed to comply and created issues of ownership.
Stoc!ing issues: &he company doesn%t want the retailers to stoc* the
competing brand in the company leased stall, which at times s hard to
manage as retailers tend to do it often.
$e"lacement of "roducts: &he deterioration in the product calls for fail in
replacement by the company this ma(or issue of vertical conflict.
Credit "olicy: Compared to the mar*et, the company%s credit period is less
that specially incase of institutional sales is very important.
Pac!aging: &he channel members for easy storing demand a better )uality of
pac*aging.
$e"lenishment: &he replenishment of the stoc*s is not prompt in case of
#arle cheese Biscuit and all hard selling items.
0argins: &he Company provides least margins to all the channel members.
For e4g4 the retailerAs margin in case of butter is BC as com"ared to
BritanniaAs 78C4
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Co/o"eration among channel members
Parle @uality circles: &he members of the local channel meet together every
month to share issues and the achievements of the channel members. &his is
an ongoing activity facilitated by the company offices in different locations? this
enables the channel members to learn together and reduces the hori+ontal
conflicts among the 0,s.
Pilot salesmen scheme: &o reduce the financial burden of the distributors
this scheme is run whereby half the cost of the salesmen is born by the
company and the rest half by the distributor.
Scheduling of sales: &he 0,%s provides Schedule of the distributor%s sales
men to the retailers so that the retailers can plan out and place the orders in
advance.
Agreement defining rights: &he Company ma*es the distributors sign an
agreement where the areas of operation for each of the distributors are
defined, therefore avoiding any conflict amongst the distributors regarding
their areas of operation.
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LEADERSHIP
Deadershi" has been described as the Eprocess of social influence in which one
person can enlist the aid and support of others in the accomplishment of a common
tas*.E,efinitions more inclusive of followers have also emerged. /lan Leith stated
that, E9eadership is ultimately about creating a way for people to contribute to
ma*ing something extraordinary.
D'A'$S)P )# PA$D' A-$O BAS' CO0PA#2
#arle /gro is one of the most trusted names in the Indian beverage,
pac*aged drin*ing water, and confectionery industry.
It has leading brands li*e !rooti, /ppy, /ppy !i++ and Bailey.
/s a pioneer, #arle /gro is the first to introduce fruit drin* in a &etra
#a*, apple nectar and #-& bottles in India.
THEORATICAL BACKGOUND
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5hat is Customer Satisfaction6
-veryone *nows what satisfaction is, until as*ed to give a definition6 &hen, it
seems% nobody *nows. &his )uote from <ichard 9. >liver, respected expert and
longtime writer and researcher on the topic of customer satisfaction, expresses the
challenge of defining this most basic of customer concepts. Building from previous
definitions6 >liver offers his own formal definition:
GSatisfaction is the consumer6s fulfillment response. It is a (udgment that a
product or service feature, or the product or service itself, provides a pleasurable
level of consumption7related fulfillment.I
In less technical terms, we translate this definition to mean that satisfactorily is
the customers6 evaluation of a product or service in terms of whether that product or
service has met their needs and expectations. !ailure to meet needs and
expectations is assumed to result in dissatisfaction with the product or service%
In addition to a senseI of fulfillment in the *nowledge that one6s needs have
been met, satisfaction can also be related to other types of feelings, depending on
the particular context or type of service. !or example, satisfaction can be viewed as
contentment7more. of a passive response that consumers may associate with
services they don6t thin* a lot about or services that they receive routinely over time6
Satisfaction may also be associated with feelings of pleasure for services that ma*e
the consumer feel good or are associated with a sense of happiness. !or those
services that really surprise the consumer in a positive way, satisfaction may mean
delight. /nd in some situations, where the removal of a negative leads to
satisfaction, the consumer may associate a sense of relief with satisfaction.
It is also important to recogni+e that although we tend to measure consumer
satisfaction at a particular point in time as if it were static, satisfaction is a dynamic,
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TO FROOTI
moving target that may evolve over time, influenced by a variety of factor%s.
#articularly when product usage or the service experience ta*es place over time,
satisfaction maybe rightly variable depending on which point in the usage or
experience cycle one is focusing on. Similarly, in the case of very new services or a
service not previously experienced, customer expectations may be barely forming at
the point of initial purchase, these expectations will solidify as the process unfolds
and the consumer begins to form his or her perceptions. &hrough the service cycle
the consumer may have a variety of different experiences, some good, some not
good7and each will ultimately impact satisfaction.
5hat etermines Customer Satisfaction6
Customer satisfaction is influenced by specific product or service features and
by perceptions >f )uality as suggested by !igure =.. Satisfaction is also influenced
by customers6 emotional responses, their attributions, and their perceptions of e)uity.
Product and Service Features
Customer satisfaction with a product or service is influenced significantly by
the customer6s evaluation of product and services features. !or a service such as a
resort hotel, important features might include the pool area, access to golf facilities,
restaurants, room comfort and privacy, helpfulness, and courtesy of staff, room price,
and so forth. In conducting satisfaction, studies, most firms will determine through
some means 2often focus groups3 what the important features and attributes are for
their service and then measure perceptions of those features as well as overall
service satisfaction. <esearch has shown that customers of services will ma*e trade7
offs among different service features 2for example, price level versus )uality, versus
friendliness of personnel versus level of customi+ation3, depending on the type of
service being evaluated and the criticality of the service.
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Consumer 'motions
Customers6 emotions can also affect their perceptions of satisfaction 7with
products and services. &hese emotions can be stable, preexisting emotions7for
example, mood state or life satisfaction. &hin* of times when you are a very happy
stage in your life 2such as when you are on vacation3, and your good, happy mood
and positive frame of mind have influenced how you feel about the services you
experience. /lternatively, when you are in a bad mood your negative feelings may
carry over into how you respond to services, causing you to overreact or respond
negatively to any little problem.
Specific emotions may also be induced by the consumption experience itself,
influencing a consumer6s satisfaction with the service. <esearch done in a river7
rafting context showed that the river guides had a strong effect on their customers6
emotional responses to the trip and that those feelings 2both positive and negative3
were lin*ed to overall trip satisfaction. positive emotions such has, happiness
pleasure, elation, and a sense of warm7heartedness enhanced customers6
satisfaction with the rafting trip. In turn, negative emotions such as sadness, sorrow,
regret, and anger led to diminished customer satisfaction. >verall, in the rafting
context, positive emotions had a stronger effect than negative ones. Similar effects of
emotions on satisfaction were found in a !innish study that loo*ed at consumers6
satisfaction with a government labor bureau, service.lM In that study, negative
emotions including anger, depression, guilt, and humiliation had astrong effect on
customers, dissatisfaction ratings.
Attributions for Service Success or Failure
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/ttributions7the perceived causes of events7influence perceptions of
satisfaction as well. 0hen they have been surprised by an outcome 2the service is
either much better or much worse7than expected3, consumers tend to loo* for the
reasons, and their assessments of the reasons can influence their satisfaction6 !or
example, if a customer of a weight7loss organi+ation fails to lose weight as hoped for,
she will li*ely search for the for the causes Hwas it something she did, was the diet
plan ineffective, or did circumstances simply not allow her to follow the diet regimen7
before determining her level of satisfaction or dissatisfaction with the weight7loss
company. !or many services customers ta*e at least partial responsibility for how
things turn out.
-ven when they don6t ta*e responsibility for the outcome, customer
satisfaction may be influenced by other *inds of attributions. !or example, in
research done in a travel agency context it was found that customers were less
dissatisfied with a pricing error made by the agent if they felt the reason was outside
the agent6s control or if they felt it was a rare mista*e, unli*ely to occur again.
Perce"tions of '@uity or Fairness
Customer satisfaction is also influenced by perceptions of e)uity and
fairness."o Customers as* them selves: 8ave I been treated fairly compared with
other customers6N ,id other customers get better treatment, better prices, or better
)uality serviceN ,id I pay a fair price for the serviceN 0as I treated well in exchange
for what I paid and the effort I expendedN @otions of fairness are central to
customers6 perceptions of satisfaction with products and services. &he example of
Sears /uto Centers division illustrates consumers6 strong reactions to unfair
treatment. >ver a decade ago the division was charged with defrauding customers in
== states by performing unnecessary repairs. Sears employees had been rewarded
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based on the )uantity of repairs sold resulting in substantial unnecessary charges to
customers. &he O"P7million Sears paid settling complaints and the additional loss of
business all resulted from extreme dissatisfaction of its customers over the unfair
treatment.
Other Consumers& Family 0embers& and Cowor!ers
In addition to product and service features and one6s own individual feelings
and beliefs, consumer satisfaction is often influenced by other people."" !or
example, satisfaction with a family vacation trip is a dynamic phenomenon,
influenced by the reactions and expressions of individual family members over the
duration of the vacation. 9ater, what family members express in terms of satisfaction
or dissatisfaction with the trip will be influenced by stories that are retold among the
family and selective memories of the events. Similarly, the satisfaction of the rafters
in !igure =." is certainly influenced by individual perceptions, but it is also influenced
greatly by the experiences, behavior, and view6s of the other rafters. In a business
setting, satisfaction with a new service or technology7for example, a new customer
relationship management software service7will be influenced by individuals6 personal
experiences with the software itself, but also by what others say about it in the
company, how others use it and feel about it, and how widely it is adopted in the
organi+ation. In Chapter " we will come bac* to this topic as we loo* at strategies
for involving and managing other consumers to maximi+e satisfaction in the service
experience.
#ational Customer Satisfaction )nde(es
Because of the importance of customer satisfaction to firms and overall )uality
of life, many countries how have a national index that measures and trac*s customer
satisfaction at a macro level."$ .any public policyma*ers believe that these
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measures could and should be used as tools for evaluating the health of the nation6s
economy, along with traditional measures of productivity and price. Customer
satisfaction indexes begin to get at the )uality of economic output, whereas more
traditional economic indicators tend to focus only on )uantity. &he first such measure
was the Swedish Customer Satisfaction Barometer introduced in 4F4. &hrough out
the 445s similar indexes were introduced in 1ermany 2,eutsche Lundenbarometer,
or ,L, in 44"3, the :nited States 2/merican Customer Satisfaction Index, /CSI, in
44=3, and Swit+erland 2Swiss Index of Customer Satisfaction, S0ICS, in 44F3.
CONSUMER BUYING DECISION PROCESS
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&here are following five stages in consumer buying decision #rocess.
74 Problem identification:/
&he buying process starts when the buyer recogni+es a problem or need. &he need
can be triggered by internal or external stimuli.
.ar*eters need to identify the circumstances that trigger a #articular need. By
gathering information from a number of consumers, .ar*eters can identify the most
fre)uent stimuli that spar* an interest in a product category. &hey can then develop
mar*eting strategies that trigger consumer interest.
84 )nformation Search:/
&he consumer tries to collect information regarding various products'service.
&hrough gathering information, the consumer learns about completing brands and
their features. Information may be collected form maga+ines, catalogues, retailers,
friends, family members, business association, commercial, chamber of commerce,
telephone directory, trade fair etc. .ar*eters should find out the source of
information and their relative degree importance to the consumers.
94 'valuation of alternative:/
&here is no single process used by all consumers by one consumer in all buying
situations. &here is several !irst, the consumer processes, some basic concepts are:
First& the consumer is trying to satisfy need4
Second, the consumer is loo*ing for certain benefits from the product solutions. &he
mar*eter must *now which criteria the consumer will use in the purchase decision.
:4 Choice of "urchasing decision:/
!rom among the purchase of alternatives the consumer ma*es the solution. It may
be to buy or not to buy if the decision is to buy. &he other additional decisions are:
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0hich types of bi*e he must buy from whom to buy a bi*eN 8ow the payment to be
madeN /nd so on.
&he mar*eter up to this stage has tried every means to influence the purchase
behavior, but the choice is properly consumers. In the evaluation stage the consumer
forms preferences among the brands in the choice set. &he consumer may also form
an intention to but the most preferred brand.
;4 Post Purchase Behavior:/
/fter purchase the product, the consumer will experience the same level of product.
&he .ar*eter%s (ob not end when the product is buying must monitor post7purchase
satisfaction, post7purchase action, post7purchase use and disposal.
Post Purchase Satisfaction:7
&he buyer, S satisfaction is a function of closeness between the buyer, S expectation
and the products #erceiver performance. &he larger the gap between expectation
and performance, the greater the consumer dissatisfaction.
Post "urchase Action:/
&he Consumer, S satisfaction or dissatisfaction with the product influence
subse)uent behavior. If the consumer satisfied, he or she will exhibit a higher
probability of purchasing the product again. ,issatisfaction consumer may abandon
and return the product.
Post/Purchase 1se or is"osal:7
&he mar*eter should also monitor new buyers use and dispose of the product. If the
consumer store the product in a close, the product is probably not very satisfying. If
the consumer throws the product away, the mar*eter needs to *now how they
dispose of it? especially it can be hurt the environment.
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C.A$AC%'$)S%)C OF B12'$ B'.A=)O$S
&he chief characteristics of the buyer%s behaviors are as !ollow:7
(1) It consists of mental and physical activities which consumers underta*e to
get goods and services and obtain satisfaction from them.
(2) It includes both observable activities such as wal*ing through the mar*et to
examine merchandise and ma*ing a purchase and mental activities7such as
forming attitudes, perceiving advertising material, and learning to prefer
particular brands.
(3) Consumer behaviors are very complex and dynamic to constantly changing.
/nd therefore, management need to ad(ust with the change otherwise
mar*et may be lot.
(4) &he individuals specific behaviors in the mar*et place is affected by internal
factor, such as need , motives, perception, and attitudes, as well as by
external of environment influences such as the family social groups, culture,
economics and business influences.
A# O='$=)'5 OF CO#S10'$ B12)#- B'.A=)O1$
Consumer behaviour refers to the mental and emotional process and the observable
behaviour of consumers during searching, purchasing and post consumption of a
product or service.
Consumer behaviour involves study of how people buy, what they buy, when they
buy and why they buy. It blends the elements from psychology, sociology,
sociopsychology, anthropology and economics. It also tries to assess the influence
on the consumer from groups such as family, friends, reference groups and society
in general.
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Buyer behaviour has two aspects: the final purchase activity visible to any observer
and the detailed or short decision process that may involve the interplay of a number
of complex variables not visible to anyone.
Factors Affecting Consumer Buying Behaviour:
Consumer buying behaviour is influenced by the major three factors:
. Social !actors
". #sychological !actors
$. #ersonal !actors.
Social Factors
Social factors refer to forces that other people exert and which affect
consumers% purchase behaviour. &hese social factors can include culture and
subculture, roles and family, social class and reference groups.
Psychological Factors
&hese are internal to an individual and generate forces within that influence
her'his purchase behaviour. &he ma(or forces include motives, perception, learning,
attitude and personality.
Personal Factors
&hese include those aspects that are uni)ue to a person and influence
purchase behaviour. &hese factors include demographic factors, lifestyle, and
situational factors.
efinition:
Consumer buying decision process is the processes underta*en by
consumer in regard to a potential mar*et transaction before, during and after the
purchase of a product or service.
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#eed $ecognition
Purchase decision ma*ing process begins when a buyer becomes aware of
an unsatisfied need or problem. &his is the vital stage in buying decision process,
because without recogni+ing the need or want, an individual would not see* to buy
goods or service.
%here are several situations that can cause "roblem recognition& these
include:
,epletion of stoc*
,issatisfaction with goods in stoc*
-nvironmental Changes
Change in !inancial Situation
.ar*eter Initiated /ctivities
'(am"le:
0hen a person recogni+es that he'she is having a difficulty that he'she is not
able to travel with his'her family member. &hen recogni+es that his'her must have car
and needs to buy a new car.
)nformation Search
/fter the consumer has recogni+ed the need, he ' she will trying to find the
means to solve that need. !irst he will recall how he used to solve such *ind of a
problem in the past, this is called nominal decision ma*ing. Secondly, a consumer
will try to solve the problem by as*ing a friend or goes to the mar*et to see* advice
for which product will best serve his need, this is called limited decision ma*ing.
Sources of information include:
#ersonal sources
Commercial Sources
#ublic sources
#ersonal experience
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&he person after recogni+ing that his'her need, he'she will eventually try
to find out how he'she can purchase the car. If he'she cannot ma*e a decision
his'herself then he'she will as* a friend to help out, if the friend do not have sufficient
*nowledge, he'she would go to automobile showroom of a different company and try
to get ade)uate information regarding price, feature, performance and after sale
service.
Alternatives evaluation
Consumers% evaluates criteria refer to various dimension? features,
characteristics and benefits that a consumer desires to solve a certain problem.
#roduct features and its benefit is what influence consumer to prefer that particular
product. &he consumer will decide which product to buy from a set of alternative
products depending on each uni)ue feature that the product offers and the benefit he
' she can get out of that feature.
0hen that user got enough information concerning the different brands of
cars available in the mar*et, he'she will decide which *ind of car and also which
company or brand he'she is going to buy depending upon his'her need.
Purchase Action
&his stage involves selection of brand and the retail outlet to purchase such
a product. <etail outlet image and its location are important. Consumer usually
prefers a nearby retail outlet for minor shopping and they can willingly go to a far
away store when they purchase items which are of higher values and which involve
higher sensitive purchase decision. /fter selecting where to buy and what to buy, the
consumer completes the final step of transaction by either cash or credit.
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/fter selecting company or brand of the car and model from different
alternatives of cars, he'she will ma*e a final decision of where to buying that car and
ma*e the final transaction procedures.
Post/"urchase Actions
Consumer favourable post7purchase evaluation leads to satisfaction.
Satisfaction with the purchase is basically a function of the initial performance level
expectation and perceived performance relative to those expectations. Consumer
tends to evaluate their wisdom on the purchase of that particular product. &his can
result to consumer experiencing post purchase dissatisfaction. If the consumer%s
perceived performance level is below expectation and fail to meet satisfaction this
will eventually cause dissatisfaction, and so the brand and' or the outlet will not be
considered by the consumer in the future purchases. &his might cause the consumer
to initiate complaint behaviour and spread negative word7of7mouth concerning that
particular product.
If he'she decided to buy a car he'she will try to compare the performance,
speed, mileage and comfort of the particular car, whether they meet his'her
expectations. If he'she would find that his' her expectations are meet she will be
satisfied, if she found that there are more additional features that he'she did not
expect this car to have, she will be delighted, otherwise she will be dissatisfied.
ANALYSIS AND FINDING
&he primary research analysis fulfill the ob(ectives of the study. /ccording to the
ob(ective the demand for the fruit (uice is more but if we consider a particular product
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out of the four product which we are ta*en into consideration are <eal, &ropicana,
!reshgold and Saint.
CO#S10'$ A5A$'#'SS FO$ F$1)% E1)C'S
If we compare the consumer awareness for each brand then it is satisfactory
that all the consumers have the *nowledge regarding the fruit (uices available in the
mar*et. /ccording to the conversation during filling the )uestionnaire people drin*
fruit (uice for energy instead of getting relaxation. It is found that PF; consumer
consume fruit (uices for energy. &hough the caloric value of fruit (uice is high it is
consumed for the purpose of getting energy. &he consumer awareness for fruit (uice
is more among all consumers.
Consumers get aware for fruit juices through different modes
&he sources of awareness regarding the product are the &.B., @ews papers,
.aga+ines, 0ebsites, Banners etc. It is found that the banners displayed in different
places attract their attention towards the product a lot. >ut of 55;, $; 2other3 of
people attracted towards the banner advertisement. &elevision is the most
demanded for getting awareness regarding fruit (uices and their changes made time
to time. $F; consumers get the idea about fruit (uices from television.
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CO#S10'$ '0A# FO$ F$1)% E1)C'S
/s from the analysis FD; of people use to ta*e (uices daily. >ut of which most of
the people do not *now about most of the brands which are available in the mar*et,
li*e freshgold, leh berry, saint etc. &hey only *now about those brands which they
use in their day to day life li*e <eal, &ropicana etc.. &he demand for fruit (uices
increases because of the growing income of each individual and increase in
purchasing capacity. &he change in consumption food habit has really affected the
demand of fruit (uices. &he brand name has a great influence towards sales. .ost of
the people say that <eal is the best brand and they will go for <eal only, lesser
people than <eal want to go for &ropicana and subse)uently the demand decreases
among !resh gold, Saint, 9eh berry and others. &he various campaigns organi+ed by
the fruit (uices companied have also increased the consumption demand for fruit
(uices. It is obtained from the primary research that D$; of consumers prefer <eal
(uice as compared to &ropicana, 9eh Berry, !resh gold, Saint. It is observed that
!resh gold has lesser consumer attracted towards it shows the lesser demand by
consumers according to various parameters which are explained in the other
analysis as followed. 9eh Berry and &ropicana has the same demand in the mar*et
because of their retail price in the mar*et for which the consumers buy it.
CO#S10'$S '0O-$AP.)C P$OF)D' A# P$'F'$'#C' FO$ F$1)%
E1)C'S
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!rom the analysis it is found that the fruit (uices consumption depends upon
different age groups. ,uring the survey I found that =$; of the consumers of age
group "57$5 li*es to consume fruit (uice. Subse)uently "F; consumers from the age
group $57=5, =; people from the age group =57D5, P; consumers between the
age group D57M5, $; consumers were above the age of M5 where as only D;
consumers were below the age of "5.
>ne more thing I got from the analysis of my )uestionnaire that out of 55; only
M"; people li*e pac*ed (uices where as $F; people li*e (uices which is freshly
prepared in front of their eyes by local (uice wala. &hey believe that the pac*ed (uices
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contains many extraneous substances or ingredients and loose (uices are fresh and
contains not any extraneous ingredients or preservatives so that the loose (uices are
more beneficial than the pac*ed one. &hey don%t li*e the taste of pac*ed (uices
because it gives the taste li*e a cough syrups as they said.

CO#S10'$AS P$'F'$$' B$A#
I conducted a survey among "5 people to *now about their preferences, that at
which brand they rely the most. &he survey was conducted among five brands
!reshgold, <eal, &ropicana, Qs and Saint. /mong all these brands most of the
people said that they li*e <eal, 9esser said &ropicana and a very few said !resh gold
and other brands. /s a result of the survey =M; people li*e <eal where as $$; li*e
&ropicana, no one said about godre(%s Qs and only D; people said about fresh gold.
M; people li*e other brands2saint, leh berry and other local brands3 available in the
mar*et. .ost of the people whom I met they don%t even *now about fresh gold, they
came to *now about fresh gold through the )uestionnaire only.

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CO#S10'$AS P$'F'$'#C' FO$ PAC?A-)#-
/s per the graph above shown the pac*aging is divided into four types, i.e. tetra
pac*, plastic bottle, can and glass bottle. !rom the survey it was analy+ed that
P5; of people li*e tetra pac*, F; of consumer li*e plastic bottle, 4; of
consumer li*e can and $;of people li*e to have (uice is glass bottles.
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CO0P'%)%O$S 0A$?'% S.A$'
&he competitors mar*et analy+ed from the acceptance of particular product or it
can be understood li*e that7how many customers retained by each fruit (uice
brand. It is studied that real has captured the maximum number of customer in
the mar*et. !rom the figure below7 the customer retention can be *nown.
!rom the above graph the number of customers retained by each brand can be
*nown, tropicana has retaines $$; customers, real has retained the most D$;
customers, fresh gold has retained M; where as saint has $; and other brands
2leh berry, Qs and many more combinedly 3 has retained D; customers.
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0ost "o"ular flavour
/ survey is conducted among "5 people (ust to *now about their taste
preference.
In the )uestionnaire a )uestion was there about the flavour which they generally
have. I as*ed among M flavours orange, apple, pineapple, tomato, mixed fruit
and other flavours. /t the time of analysis I got that $F; people as*ed about
orange flavour only, which means orange flavour is most popular among other
(uice flavours. >range got $F;, apple got =;, pineapple got 4;, tomato got
$;, mixed fruit got $=; and there were people who don%t li*e any of these, they
preferred to have other flavours.
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P1$C.AS)#- CAPAC)%2 OF CO#S10'$
/lthough the purchasing capacity of the consumer is increasing on day to day basis
in present sceanario but even though they don%t want to spend more on it. / )uestion
was as*ed to them that about the price of one litre of (uice. .ost of the people said
maximum rs M5 for one litre of (uice. /round =$; people said that its price should be
upto rs M5, where as =; said M7MD, 4; were in favour of MM7P5, P; favoured
P7PD and P; said that they can pay more than rs PD for one litre of (uice.
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E1)C' ='$)%2
Is the survey a )uestion was as*ed about the verity of (uice, means what *ind of
(uice they li*e most with sugar or without sugar. Some of the people said they li*e
(uices without sugar but around P5; people li*e (uices with sugar, means $5;
people are there who don%t li*e (uices with sugar. By *eeping this thing in mind <eal
has launched G<eal activeI, this is the product which contains no sugar. &his product
is specially for those people who are diabetic patient or calory concious or those who
don%t li*e (uice with sugar. &hrough real active dabur has targeted that $5;
consumers.

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CO#S10'$ CO#C'$#S
&hrough a )uestion I tried to *now what is the most important thing in a (uice for
the people. .eans what matters them the most among taste, )uality and price. MD;
people said about the )uality of the (uice, that matters them the most, $5; of them
preferred taste and D; said about the price, means price effects them the most.
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SWOT ANALYSIS
In order to get clear understanding of the position of #arle /gro in the various
mar*ets we did a S0>& analysis from the data obtained from the survey and the
various retailer interviews.
STRENGTHS:
PAC?A-)#- A# P$)C)#- H #arle /gro has the advantage of having provided the
same *ind of health based drin* the Slim ,iet #arle /gro #roduct Can which in
comparison to the #arle /gro is a much more attractive offering because it is slim
slee* e)ually healthy and way cheaper.
)S%$)B1%)O# H /s already mentioned #arle /gro has one strongest and most
efficient sales and consumer satisfaction not only in India but also throughout the
globe. /lso in the particular mar*et where the survey was done the sales people
have developed a networ* which is powerful enough to ma*e or brea* sales for
#arle /gro #roduct in any given )uarter
>ne of the most important factors of success of #arle /gro in India is the
relationship the company and its constituents have with the channel partners. &he
Company officials and even the employees of have very good rapport and relations
with the Channel partners. /lso the recently introduced retailer benefit schemes such
as the gold card membership and other free gifts and offerings not only motivate the
retailers but also helped us create visibility for the Slim ,iet Can range in a profound.
&he experience of wor*ing with people who welcome us with a smile rather than a
frown will always be remembered.
#O#/CA$BO#A%' H &his is one those strengths of !rooti that often goes
unnoticed but plays a very important role in success of #arle /gro in India and even
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around the globe. &he non7carbonated segment is dominated by #arle /gro, thrush
gold is the mar*et leader in fruit (uices. In the mineral water segment, Bally clearly
outsells Linley without any fuss.
#arle /gro H !rooti is the biggest strength of #arle /gro as it is the mar*et leader in
the parle segment and clearly outsells both the products the #arle /gro Company
namely !rooti, .a++a and slice. #arle /gro controls almost M5; mar*et share in the
beverage.
WEAKNESS:
S'CO# 0O='$ )SA=A#%A-' H #arle /gro does have the first mover
advantage which ,iet #arle /gro has and this may prove to be a ma(or shortcoming
also in the #atna .ar*et no -xtensive efforts have been made to populari+e it.
Brand H >n a comparative scale ,iet #arle /gro proves to have a better brand
image in customers mind than. &his compels to incur extra expenditure in
/dvertising, #romotions and Sponsorship.
'FP'#)%1$' H <ight from the very beginning #arle /gro has hired the biggest
and the most expensive stars in the country as its brand ambassadors and has spent
heavily on advertising which has affected its balance sheet.
=i3icoolers H /t presently this is one the biggest problems faced by #arle /gro.
#arle /gro is not able to get refrigerators in India so they have to import it other
namely Sri 9an*a, .auritius etc. Because of this, retailers are facing lot of problems
in vigicoolers. &hey are not able to get new refrigerators, replacements for old ones,
even the repair wor* ta*es lot of time because at times even the spares are not
available on time.
OPPO$%1#)%)'S:
52
TO FROOTI
9owest #er Capita Consumption H -ven after almost decades of presence in the
mar*et, there are growth opportunities for ,iet #epsi in India as here the per capita
consumption of carbonated beverages is one of the lowest in the world.
8ealth Based: apart from its Auice Based drin*s portfolio #epsi can :se the Slim ,iet
can to the maximum by promoting it as a health drin* at Cheaper prices.
THREATS:
#-OAs H @1>%s li*e CS- can seriously hamper the sales and prospects of
companies operating in this industry. &his happened during the pesticide controversy
involving #arle /gro.
.'AD%. H 1rowing health awareness among people and some of ill effects of
carbonated beverages have pursued many people to switch over to non7carbonated
beverages that can seriously hamper the long7term prospects of the entire Industry
and not #arle /gro.
'#=)$O#0'#% H -nvironmental concerns are often raised because of the massive
amount of water extracted by the bottling plants resulting in the drop in groundwater
level which affects the local population adversely.
53
TO FROOTI
FINDINGS
. /vailability of !rooti in beverages outlets is less in comparison to .a++a in
present scenario.
". In !rooti, &-& pac* 2"";3 is preferred more than #-& bottle 2";3
$. 8ighest sale of mango (uice in <1B is of .a++a. Slice alone is not found in
many beverage outlets. It is always found with .a++a or !rooti is some
)uantity.
=. 9arge no. of people 2D53 prefers .a++a due to its taste then availability 2"=;3
and advertisement 2"5;3 respectively.
D. #ercentage of preference for carbonated or thirst )uenching drin*2DM;3 is
more than health drin* li*e .a++a, !rooti, slice.
M. In summer large no of outlets do not get any scheme of #># support mango
(uice.
54
TO FROOTI
P. M5; of the outlets are satisfied by the services of their mango (uice
companies.
F. 9arge percentage of outlets are ready to sale !rooti in <1B but other "F;
outlets will *eep !rooti in <1B if free+e is provided by the company.
4. 9arge percentage of outlets2D=;3 says !rooti is best in its )uality. It does not
need to improve. In innovating, it might lose its present position.
RECOMMENDATION
!rooti is best in its )uality but it needs to increase its availability in the mar*et.
!rooti in <1B will be fruitful for the company #arle /gro.
Services of the #arle /gro needs to be improve more.
#arle /gro needs to aware and attract customers through more
advertisement.
.a++a is not providing any scheme to its retailers in summer but !rooti is
providing schemes even in summer. So, it is li*ed by the retailers. It%s a
positive point for the !rooti of #arle /gro.
55
TO FROOTI
CONCLUSION
/fter analy+ing all the aspects of the data available and giving some important
recommendations a suitable conclusion which should be derived for this study.
8owever, before starting the conclusion part, the ob(ective of the research must be
*ept in mind so that we can arrive at a befitting conclusion for the research problem.
&he primary ob(ective of this research was to develop a complete understanding of
the overall functioning of #arle /gro including the sales and consumer satisfaction
and mar*eting 2#artner <elationship .anagement to be precise3.
&he data collected provided a sound base for understanding the overall
organi+ational set up of #arle /gro in India. By analy+ing the data and the literature
review, following conclusion was inferred:
&he Sales of returnable glass bottle in #arle /gro is very strong and almost
flawless.
#arle /gro had the first mover advantage when it entered the mar*et and it
capitali+ed on that advantage to grab the mar*et.
!ranchisee based operations combined with the Company%s operations add
strength to the overall presence of the Company in the mar*et.
56
TO FROOTI
B IBLIOGRAPHY
BOOKS:
@ame of the boo* :7 .ar*eting research
/uthor :7 #hilip Lotler
@ame of the boo* :7 .ar*eting research
/uthor :7 .r. Lothari.
MAGAZINES, JOURNALS AND NEWSPAPERS:
Aournals published by #arle /gro, /nnual <eport
/uto India, Business 0orld
INTERNET:
www.parleagro.com
www.google.com
www.mar*etingguy.com

57
TO FROOTI
QUESTIONNARE
Parle Agro
A Feasibility Report on Frooti
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CONSUMER SATISFACTION & BUYING BEHAVIOUR OF FMCG WITH SPECIAL REFFERENCE

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