THE BRAND AWARENESS AND CONSUMER BUYING

BEHAVIOUR ON DOUBLE HORSE WITH SPECIAL REFERENCE

TO MANJILAS FOOD TECH PVT LTD.

SUMMER PLACEMENT REPORT

Submitted to

MAHATMA GANDHI UNIVERSITY, KOTTAYAM

In Partial Fulfilment of the Requirements for the Award

Of

MASTERS DEGREE IN BUSINESS ADMINISTRATION

(2011-2013)

By
ANJU MARIA SUNNY

Reg No: 30698

RAJAGIRI COLLEGE OF SOCIAL SCIENCES

RAJAGIRI P.O
KOCHI 683 104

1
 Acknowledgement

This project will be incomplete without mentioning all the people who helped
me to make this successful.

First of all I thank God Almighty for his immense grace and blessings at each
and every aspect of the project.

I do express my gratitude and thanks to Ms. Shirly Rita Louis, faculty guide,
Rajagiri College of Social Science for her valuable support and guidance
during the course of the project.

I do express my sincere thanks to all the people for extending their co-
operation during this project, without which the successful completion of this
project would not have been possible.

2
 DECLARATION

I Anju Maria sunny, student of Rajagiri College of Social Sciences,

hereby declare that this Summer Placement Report titled THE BRAND
AWARENESS AND CONSUMER BUYING BEHAVIOUR ON
DOUBLE HORSE WITH SPECIAL REFERENCE TO MANJILAS
FOOD TECH PVT LTD.is an orginal work done by me and submitted
to the Rajagiri College of Social Sciences, for the award of Masters
Degree in Business Administration.
I further declare that any part of this project has not been submitted
elsewhere for award of any other degree.

Place : Kakkanad Anju Maria Sunny

Date :

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 TABLE OF CONTENT

SECTION CONTENT PAGE NO:

1.1 Introduction 1
1.2 Research problem 4
1.3 Significance of study 4
1.4 Scope of the study 5
2.1 Objective of the study 5
2.2 Research methodology 6
2.3 Limitation of study 8
3.1 Industry profile 9
3.2 Company profile 13
3.3 Department profile 17
3.4 Product profile 25
4.1 Data analysis and interpretation 28
5.1 findings 47
5.2 Conclusion 48
5.3 Scope for further research 49
5.4 suggestions 50
6.1 Bibliography 51
Annexure- questionnaire 52

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 CHAPTER 1
INTRODUCTION

5
1.1 INTRODUCTION
The market orientation begun in the mid 1950s business gradually shifts
away from a sales orientation and to embrace a marketing orientation. At
the heart of the emerging marketing orientation was the realization that it
was time for business to focus more of their attention on consumers and
their preferences; that is to actually put the consumers first in their
business thinking and planning. Thus, too expensive to make, is in
keeping with the marketing concept. Accepting a marketing orientation
corresponded to the beginning of this third business orientation, which
leads to the core philosophy of marketing namely the marketing concept.
In a business organization the marketing division generates the revenues
essential for the survival and the growth of the firm. The real challenge of
marketers lies in generating those revenues profitably by satisfying
customers in a socially responsible manner. In this period of
globalization, factors like economic crisis, difference in standard of
living, imbalances in income distribution and a plethora of other social
and economic problems tend to create the challenges and threats faced by
companies and nations. While these factors can be threats to business
marketers, try continuously to convert them into opportunities. Thus
marketing plays a significant role in successfully running the business.
India is the second largest producer of fruits and vegetables in the world.
Indias food processing sector covers fruits and vegetables, meat and
poultry, milk and milk products and other consumer product groups.
The food processing industry is one of the largest industries in India. It is
ranked fifth in terms of production, consumption, export and expected
growth.
Today it is commonly accepted that strong brands accelerate business
performance. Several factors influence consumers choice towards product

6
launched by the corporate and among them, creating awareness in the
target market is more important. Brand awareness is created through
various sources and the success largely depends on the effective use of
advertising media. Marketers need to study the consumer behaviour, as it
helps them to position their brand better and develop effective marketing
strategies.
Rightly sensing the fast changing life style and eating habits of Keralites,
emphasis is given to instant food and ready to eat products by Manjilas.
To promote the taste of traditional Kerala food among the new generation
as well. Manjilas group have 50 years of experience in rice industry.
Their core business is rice and rice based products marketed under the
brand name of Double Horse which is the first brand introduced in rice
and rice products in Kerala.
This project is titled THE BRAND AWARENESS AND CONSUMER
BUYING BEHAVIOUR ON DOUBLE HORSE WITH SPECIAL
REFERENCE TO MANJILAS FOOD TECH PRIVATE LIMITED. Is
intended to measure the brand awareness influenced by the buying
decision. At the same time this project also shows light on price
preference, quality, consumption rate etc, of customers,.
Customer awareness in general describes peoples perception and
cognitive reaction to a condition or event. Awareness does not necessarily
imply understanding as it is an abstract concept. Awareness may be
focused on an internal state, such as an Instinctive feeling or on external
events such as sensory perception.
The success of brand depends on how it is being positioned in the
consumers mind and the appropriate communication strategy adopted by
the firms.

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1.2 RESEARCH PROBLEM
In the present scenario, customers are considered as a king. The existence
of every business organization depends up on its ability to attract
potential customers and to retain the existing customers.
The title of the project is THE BRAND AWARENESS AND
CONSUMER BUYING BEHAVIOUR ON DOUBLE HORSE WITH
SPECIAL REFERENCE TO MANJILAS FOOD TECH PVT LTD.
Manjilas group of companies is a private company, dealing in rice and
rice based products. Manjilas group have 50 years of experience in the
rice industry. Their core business is rice and rice based products marketed
under the brand name of Double Horse which is the first brand
introduced in rice and rice products in Kerala.
The comprehensive statement of the problem can be thus stated as:
whether the brand awareness creates any impact on customer buying
decision?

1.3 SIGNIFICANCE OF THE STUDY

The study was conducted to analyse the customer awareness about
Double Horse food products of Manjilas Food Tech Pvt Ltd. The
problem is to understand how far the customers are aware of the Double
Horse food products and the consumer buying behaviour.
Brand awareness is not everything. Brand awareness is vitally important
for all brands but high brand awareness without an understanding of what
sets you apart from the competition does you virtually no good. Many
marketers experience confusion on this point.

Several factors influence consumers choice towards the product launched

by corporate and among them, crating awareness in the target market is

8
the most important factor. Brand awareness is created through various
sources and the success largely depends on the effective use of
advertising media.
This study helps in understanding customer awareness of double horse
food products. It also reveals the price at which the product is demanded
and is consumed in the market.
Consumers often judge the quality of a product on the basis of variety of
informational clues. In the absence of direct experience or other
information, consumer often relay on price as an indicator of quality. This
study also helps the researcher in analyzing the brand image of the
product. The product or services that are perceived favourably have a
much better chance of being purchased than the product with
unfavourable or neutral image.

1.4. SCOPE OF THE STUDY

The scope of the study is to determine how much the customers are aware
about the Double Horse food products. The study focuses on the double
horse food products, which is the brand product of Manjilas Food Tech
Pvt Ltd. The study is mainly focused on customer and retailer awareness
of the product. The study also centered in analyzing the consumption rate
of customers and retailers. The scope of the study more over lies in
finding out the perception of customers in Ernakulam in response taken
by 100 customers during a period of 30 days, and highlighting the key
areas which require some concern on part of Manjilas Food Pvt Ltd, and
improving upon which the company may strengthen its customer base.
The present studies analysis, findings and suggestion put forward is
expected to have immense use for future research with similar studies in
the same concerned area.

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2.1. OBJECTIVE OF THE STUDY
To identify the influence of brand awareness in customer buying
decision.
To identify the role of promotional activities creating brand
awareness.
To find out the preference of customers on double horse food
products with compared to other competitors.
To find out the perception of the customers on double horse food
products.

2.2. RESEARCH METHODOLOGY

To define any research problem and give a suitable solution for the
problem, a sound plan is inevitable. Research methodology underlies the
various steps involved by the researcher in systematically solving the
problem with three objective of determining various facts.

2.2.1 Research Design

A research work will be successful, only with a sound research design.
The research design for the purpose of the study is descriptive in nature.
The major purpose of the descriptive research is description of the state of
affairs as it exists at present. The main characteristic of this method is that
researcher has no control over the variables. The researcher can only
report what has happened or what is happening.

2.2.2. Sources of data Collection

Data used for the research is collected from both primary as well as
secondary sources.
Primary source
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Primary data is collected through questionnaires from customers.
Secondary source
Secondary data on the other hand includes those data which are collected
from some earlier research work, company records, commercial
magazines and websites.
Data collection method
The tool used for data collection used is questionnaire.
Data analysis
The tool used for the data analysis was percentage analysis.
Population for the study
The research is done at Thrissur district. All the samples under study are
selected from the Manjila groups retail stores.
Sample size
As a part of the survey, population sample of 150 people will be selected
for data collection. All the necessary data will be collected from the
selected sample using questionnaires.
Sampling techniques
The sapling procedure adopted in the present study is convenience
sampling. In this, the population is classified into rural and urban areas.

2.3 LIMITATIONS OF THE STUDY

Every study or project has two faces. One states its advantages while the
other reveals its limitations. The present project is no exception. In spite
of precautionary measures and meticulous planning of the schedule for
undertaking the project, there may be inevitable limitations, such as:
Personal bias and prejudice of the respondents could have affected
the result of the study.

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 The sample is taken from single district only. It could have been
taken from different districts for more relevant results.
The sample size selected for the research is limited
Some respondents have not given their explicit opinion.
Though with these limitations, the work conducted as it is carefully
administrated keeping in line with the advice experts.

12
 3.1 INDUSTRY PROFILE

3.1.1 FOOD INDUSTRY

Rice has been the mans inevitable food. Today, this unique grain helps to
sustain two thirds of the worlds population. Archaeological evidence
suggests that rice has been feeding mankind for more population than
5,000 years. Today agriculture is the back bone of Indias economy,
providing direct employment to about 70% of working people in the
country. It forms the basis of many premier industries in India, including
the textiles, jute, and sugar industries.
The high nutritional value low fat content, easy digestibility and above
all, the rich, distinct aroma of rice give the enviable stature. Little wonder
then, that Indian rice can turn even the most ordinary dishes into
delicacies. Rice is the staple food from breakfast to dinner dessert, Rice
caters to every application in the lives of the people especially of south
India rice is available in a wide range of varieties that suit various taste-
brown rice and white rice in round grained and long grained varieties.
Besides these, there are specially rice varieties for the varied traditional
users of rice in kitchen all over the world.

3.1.2 RICE INDUSTRY ORGIN AND HISTORY

The origin and history of rice probably dates back to the antiquity. As per
archaeological evidences, India and Burma should be regarded as the
origin of cultivated rice .It had probably been the staple food and the first
cultivated crop in Asia.

13
Nutritional value of rice

Rice is primarily a high energy or high caloric food. The protein content
is less than wheat. The protein content of milled rice is usually 6.17
percent. The biological value of this protein is high. Rice contain low fat
about 2-2.5%.in milling process much of the fat is lost. The calcium
content in rice is generally low
B group vitamins are found in rice grain as wheat. Valuable protein,
vitamins and minerals are lost in milling process of rice. Theembroyo and
aleuronic layer of rice are removed during the course of milling. However
much of the loss of nutrients can be avoidable through parboiling process.
Types of rice
There are primarily four distinct types of rice:
India accounts for more than 75% of global trade, japonica rice that
accounts for around 12% of global rice trade, basmati rice accounts for
around 10% of global trade and glutinous rice accounts for most of the
remainder.
RICE POWDER
The essential ingredient of the daily diet is the rice after the morning dose
of coffee typical Malayali house hold serves breakfast that may either
consist of soft idlies, prepared out of a paste of fermented rice and black
pulses, or dosa, an oval spread of the same ingredients. Well seasoned
appams and periappams, made by mixing this pastes with tomatoes
onions and other morning culinary delights. Rice powder based industry
is an essential rice based industry in India .Rice powder is an important
exporting food. Whole over the world especially Malayalies are the
regular user of rice powder

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By-products
The by-products of rice milling are used for variety of purposes. Rice
bran is the most valuable by product of rice milling industry. It is
obtained from the outer layers of the brown rice. Generally rice bran
consists of pericarp, aleuronic layers, germ and a part of endosperm. Bran
removal amounts to 4 to 9 percent of the weight of paddy milled and is
abundant in oil. Raw rice bran contains about 18 to 20 percent oil
whereas parboiled rice brain contains about 22 to 25 percent oil. The de-
oiled bran, which is a rich source of protein {about 17 percent} and
{vitamins A and E},is used as cattle feed and poultry feed. It is a good
source of foreign exchange earnings. Rice hustles can be used in
manufacture of insulation materials, cements and card board .It is also
used as litter in poultry keeping .Rice straw is used as cattle feed and it is
also used a slitter during winter season.

3.1.3 WORLD SCENARIO

Rice cultivation is the principal activity and source of income for millions
of households around the globe, and several countries of Asia and Africa
are highly depend on rice as a source of foreign exchange earnings and
Govt.Revenue. Rice is the second largest produced cereals in the world.
At the beginning of the 1990s, annual production was around 350
million tons and by the end of the century it had reached 410 million tons.
Production is geographically concentrated in western and eastern Asia.
Asia is the biggest rice producer, accounting for 90% of the worlds
production and consumption of rice. China and India, which account for
more than one-third of global population supply over half of worlds rice.

15
Brazil is the most important known Asian producer, followed by the
United States. Italy ranks first in Europe.
The worlds major rice-producing countries including the two most
popular nations, china and India have emphasized the importance of
continuing to develop new verities to guarantee Asias food security and
support the regions economic development. Today rice is grown and
harvested on every continent except Antarctica, were conditions make its
growth impossible. The majority of all rice produced comes from India,
China, Japan, Indonesia, Thailand, Burma, and Bangladesh. Asian
farmers still account for 92% of the worlds total rice production. More
than 550 million tons of rice is produced annually around the globe. In
the United States, farmers have been successfully harvesting rice for
more than 300 years. There are thousands of strains of rice today,
including those grown in the wild those which are cultivated as a crop.
At least 114 countries grow rice and more than 50 have an annual
production of 100000 tons or more. Asian farmers produce about 90% of
the total, with two countries, china and India, growing more than half the
total crop. For most rice producing countries where annual production
exceeds one million tone rice is the staple food. In Bangladesh Cambodia,
Indonesia, Myanmar, Thailand and Vietnam, rice provides 50-80% of the
total calories consumed. Notable exceptions are Egypt Nigeria and
Pakistan, where rice contributes only 5-10%of per capita daily caloric
intake.

3.1.4 GROWTH STAGE

Rice production in India has increased during the last 51 years by nearly
44 percent or 4.4 times from 20.58.million tones in 1950 to nearly 91.05
million tonnes during 2001-02.Rice is the most important crop of India.
And it occupies 23.3 percent of total food grains production and 46

16
percent of the total cereal production. It continues to play vital role in the
national food grain supply.
Asia accounts for 90 percent and 92 percent of worlds rice area and
production respectively 1/3 rd of Asias rice production is consumed in
china and 1/5th in India. Among the rice growing countries in the world,
India has the largest area under rice crop and ranks second in production
next to china. Other important rice producing countries are Indonesia
Bangladesh, Vietnam, Myanmmar, Japan, Thailand, Brazil etc.

17
3.2 COMPANY PROFILE
Manjilas rice saga begun from the humble environs of the rice bazar,
Thrissur which is the cultural capital of Kerala. It was here late
Sri. M.O john started his rice vending outlet in the year 1959.He was the
founder general secretary of Vyaparivyasai Ekopanasamithi,as
association of the business community of Kerala .He was also the
president of chamber of commerce, Thrissur(1993-2000) Manjilas make
about 14 varieties of rice and about 50 varieties of food products under
the famous brand name Double horse. Today Manjilas is the
ISO9002Company in the rice industry in Kerala and presently the
company has been awarded with ISO 9001:2000 certificates.
Double Horse is available all over the India, Middle East, USA&Europe
.As the brand logo suggest the horse is galloping to reach great heights.
For the last two years the company is on track of profit making with the
introduction of more rice items as wells food products like easy Palappam
mix, Whiteputtupodi and Chembuputtupodi, etc .All the products are high
quality. The quality of the products are much fine that they have gained
fame in abroad, US, Canada, Gulf countries are export target of this
company.
3.2.1 History of the company
When M.O john started Manjilas mill in 1959, he had the only intention
of providing the pure rice to Malayalees.
Years ago the ancestors of M.O john were dedicated to deliver rice for the
royal family. They were doing these processes through buying raw rice
from agriculture farms and making transform raw rice to rice. They gave
importance to quality because they have to deliver the rice to rice. They

18
gave importance to quality because they have to deliver the rice to the
royal family. Now, there were no ruling and Manjilas give that much
importance to quality.
In the ancient time M.O Johns father commenced rice trading and started
it as a business. By starting his own rice mill M.O john gave an
introduction to the rice industry in Kerala. By starting a modern rice mill
in 1976 he bought up his business in a new turning point. Innovation
should brought up in the business but dont be over aggressive. This was
his concept about business. Rice being an inevitable food item he had the
vision that rice should be available in at ordinary rate and for the growth
of business he was not ready to raise the price.
Manjilas introduced branded rice in the market. By introducing rice
powder in 1994 they started differentiation of products. In the olden days
the Keralites have been buying rice from the shop and after washing it
they gave it to the mill for getting rice powder. Because of these, all
market analysts were having the doubts regarding the success of the rice
powder fromManjilasgroup. But within 6 months Manjilas got a
favourable reply from customers. After rice powder, by introducing idli
mix, dosa mix, easypalappam and instant idiayappam, Double horse can
lead the market according to the needs of the society.
Food processing industry is one of the fast changing industries in the
world. To utilize the opportunities out of the changes. Manjilas used
product innovation and regular research. The children of M.O john
implemented the new technologies in rice industry and they brought the
rice industry into new meaning. Now they are leading with their father
M.O John, Double Horse products entered into diversification under the
guidance of his sons. Now, the research and developments department are
working continuously for developing new products.

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3.2.2 Establishment
Manjilas,the mother brand of Double horse, was found in the year
1959,as a rice milling company selling high-quality grains. The brand, on
the strength of its commitment to deliver only the best to its customers
have witnessed a phenomenal growth over the years. It revolutionized the
food sector in kerala becoming the first ISO 9001-2000 certified rice mill
in the states and the first food brand to introduce sortexrice, stoneless rice
and colour grading.
The unit produces various rice based value added products, instant mixes,
ready to eat products etc. In the famous brand name Double Horse.
Manjilas has 3 manufacturing units. The unit used the state art imported
technology. A strong R&D department and special developed kitchen had
helped to launch many innovative products giving novelty to the
customers taste and appetitive. The unit uses advanced packaging
technologies to maintain the freshness and aroma of the products.

VISION
To be the Leader in the food industry, offering the widest variety of high
quality food products that becomes a way of life for all those who love
good food across the globe.
MISSION
To come out with a wide variety of innovative food products, that
combines Health, taste &convenience, so as to cooking Good food fun &
easy.
Manjilas Personnel Policy and Objectives.
The intention of the company is to provide a suitable, safe and healthy
working environment to each employee of Manjilas group.

20
As the policies are the plan of actions, organization needs to evolve
personnel policies as they ensure consistency and uniformity in treating
people. They help to motivate and build loyalty. Policies become
benchmark to compare and evaluate performance. A policy is more
specific and commits the management to a definite course of action.

Quality policy
Manjilas is committed to give total satisfaction to their customers through
continuous improvement of products, process and distribution. They
always maintained an equilibrium on the quality of products provided on
various segments.

Quality assurance
Right from the purchase point to the sales there are quality checks. They
also believed that a good out put depends up on good input company
personnel travel extensively through the paddy fields during the harvest
season and great care is taken to see that only the best available paddy is
purchased. The paddy purchased is properly dried and stocked in paddy
go downs.
Certification
Manjilas is the first ISO 9001:2000 certified rice mill in Kerala. The
company has also been certified with ISO 9002.
3.2.3 Recent developments
In todays cut throat competition its a great note that Manjilas group is
shinning brighter day by day.They entered to the overseas market,they re
on the faster track of development.Now the time is not far away for
Double Horse to gallop to the top most position.For this giant gallop in
the very near future.Now the time is not far away for double horse to
gallop to the top most position.For this giant gallop in the very near

21
future.Now,just have a look at the overseas market , they had
representation in Bahrin,Jeddah&dammamm(KSA)Kuwait Qatar and
UAE .they appointed distributors for unrepresented areas such as
Riyadh(KSA)and muscat .They were able to introduce a number of
products in the overseas market.99manjilas has three production
centers,as follows.,
Manjilas Rice Mill, kottekadThrissur
Majilas Agro Foods pvt.Ltd,cheramangalam,Palakkad
Manjilas Food Tech pvt.Ltd.Naripotta,Palakkad

The company uses the imported technology from SatakeJapan,Buhler

Germany and sortexEngland.its high processing facilities and hygienic
warehouses ensure best quality for all seasons.

Two generations of experiences have helped Manjilas Group to be the

trendsetter in this highly competitive rice industry. Double Horse rice
brand are quit familiar to the people of Kerala which shows that his brand
is positioned as a sign of quality and perception. The unique selling
proposition of the company itself is the taste of keralites

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3.3. DEPARTMENT PROFILE

The various departments of Manjilas food Tech Pvt Ltd are:

3.3.1 Human Resource department

Human resource is the most important resource in any organization. To

achieve the pre-determined objectives, an organization should have
efficient, satisfied and well-motivatedemployees. According to Edwin B
FlippoHuman Resource Management, compensation, maintenance,
integration and seperation of human resources to the end that individual
and societal objectives are accomplished.
In Manjilas Food Tech Pvt Ltds HR department is functioning in the
head office thrissur.This department is headed by Human Resource
Manager.Four HR Executives helps the manager(HR) in matters related
with the department.
The following are the major activities of HR department:
Recruitment and selection.
To maintain better industrial relations in the organization
To implement and manage welfare measures for the employees.
To maintain all personnel records and carry out all administrative
works related with the department.
To formulate and implement personnel policies and procedures.

HR Department treats people as an important asset to be used for the

benefit of organization,empoloyee and society.It is emerging now as a

23
distinct philosophy of management aiming aat policies that promote
mutual goals,mutualrespects,mutual rewards and mutual responsibilities.

3.3.2 Finance Department

Finance department has an important role in every organization because

finance is the life blood and nerve center of every business. The finance
department of manjilas is headed by G M Finance.One Internal Auditor
Taxation Manager and aChief accountant four accountant,are appointed
to help in carrying out the activities of the department .This department is
functioning in the head office at thrissur and manages all the financial
activities of the organization.
From the analysis of the financial statement prepared by the company, it
is understood that the financial position of the company on profit because
there are more demand for the Double Horse products.

3.3.3 Production Department

Production is the process by which raw materials and other inputs are
converted into finished products .Organizational wealth is determined by
production .In a specified period of time, the aggregate amount of goods
and services produced in an organization is known as wealth. The time
frame may be short, medium or long depending on the type of product or
services produced.
Production of goods as the fabrication of the physical object is of the
resources available to the manager. These resources include men,
material, money, methods and machines. Production of services is
nothing but the discharge of function which has some utility to some
body.

24
The interpretation of the production of goods and services is a border one.
In general, the production is equated with manufacturing which is a
myopic interpretation.Fundamentally,they may look alike the position
being maintained in that there is no difference between. In both cases,
outputs are not similar.

3.3.4 R&D Department

Manjilas Food Tech Pvt Ltds Logistic Department is functioning
effectively. This department is headed by Logistic Manager. Under him
Micro biologist, Labassistants, supervisors are working.
A strong R&D department and special developed kitchen had helped to
launch many innovative products giving novelty to the customers taste
and appetitive.
3.3.5 Logistic Department
In Manjilas Food Tech Pvt Ltds logistic department is functioning
effectively. This department is headed by Logistic manager, supervisors,
workshop in charge,workers,Drivers and helpers are working. Having the
right thing at the right place at the right time is the slogan of Logistic
department.
The process of planning, implementing, and controlling the efficient,
effective flow of goods, and services and related information from the
point of origin to the point of consumption for the purpose of conforming
to customer requirements.

3.3.6 Export department

Manjillas Food Tech pvtLtds department is functioning effectively for
overseas marketing.This department is headed by Export Manager under
him assistants are working to overseasmarketing.As foreign sales grow,an
organization often begins to make a limited commitment, frequently

25
documenting itself/deciding to handle their own exports. Through export
license,manjilas entered in to overseas market. Representations in
bahrin,Jeddah&Dammamm(KSA)kuwait,Quatar and UAE.They
appointed distributors for unrepresented areas such as Riyadh,Qatar and
UAE.They appointed distributors for unrepresented areas such as
Riyadh(KSA) andMuscat.They were able to introduce a number of
products in the overseas market.

3.3.7 Administration Department

Manjillas food Tech Pvt Ltds Administration Department is functioning
effectively.This department is headed by senior
Administratinmanager.Under him Administration Assistant
manager,Laisonofficer,office staffs are working.
Administration Department supervising the all functions of the
organization.

3.3.8 Purchase department

Manjilas Food Tech Pvt Ltds purchase department is functioning
effectively.This department is headed by Deputy General Manager.Under
him senior purchase manager,Assistant purchase manager and purchase
executives are working.Company personnel travel extensively through
the paddy fields
during the harvest season and great care is taken to see that only the best
available paddy is purchased.The paddy purchased is properly dried and
stocked in paddy Godowns.

3.3.9 I T Department
Manjilas Food Tech Pvt Ltds I T Department is headed by IT Manager.
Under the IT Manager IT Assistants are working for the effective

26
functioning of the department. This department also perform the design
the packaging and labelling.

3.310OutsideKerala
It is a another department of manjilas food tech .Pvt Ltd.for handling the
out of state operation. For the smooth functioning of the out of state
operations of manjilas a manager and executives working effectively.

3.3.11 Marketing Department

The most important activity of marketing Department is managing sales
and marketing activities of the Manjilas Food Tech Pvt Ltd.under the
Marketing Department have three sub divided into Zones
North,south,central and a corporate section.It have also a Rice division
,the rice division under the control of the Department head General
Manager (marketing) there are four Managers who are controlling the
activities of zones and under them sales executives working for the
smooth functioning of the Departments.

Functions Marketing Department

Monitoring of sales in the area.
Monitoring of prices and terms of company products compared to
competitors.
Processing credit proposals for dealers and institution.
Processing proposals for extending special incentives/credit terms
to dealers.
Committee work for appropriate cancellation of dealers.
Processing proposal for special arrangements / sales terms with
bulk buyer/ commodity.

27
 Sales force motivation through internal and external training
programmes.
Processing and sending replies to audit queries at divisional level.
Monitoring overdue and outstanding of area/credit management.
Co-ordination of sales promotion and market development
activities.
Supervising and controlling the sales promotion service
department.

Marketing mix

Marketing mix is the set of controllable variables and their levels that
the firm uses to influence the target market .Traditional 4Ps price,
product,promotion,place,andpeople,process,physical Environment.

Product mixproduct mix is defined as the set of all product lines and
items that a particular seller offers for sales to buyers.

Length : The length of the product mix refers to the total number of
items in its product mix.
Width: The width of the product mix refers to how many product
lines the company carries.
Depth:The depth of the product mix refers to how many varieties
are offered of each product in the line.
Consistency:The consistency of the product mix refers to how
closely relate the various product lines are in end-use.

Major products of Manjilas Food Tech Pvt Ltd. Are

28
 Rice, rice products
like,EasypalappamMix,AppamIdiyappam.Pathiri Rice Flour.aval
thick dosamix,white rice flour,Idlymix,Roastedpathiri flour
,palappamMix,Redaval,whiteaval,Thickaval.

Puttupodi
White puttupodi, samba white
puttupodi,chembaputtupodi,Ragiputtupodi,Cornputtupodi

Wheat products
Chakki Fresh atta,Samba Broken Wheat,Wheatrava,Samba wheat
Rava,RoastedRava, vermicelli Roasted ,Long vermicelli.

Instant break fast

Instant idiyappam,Ricesevai, upuma Mix

Health products
Banana powder,health mix ,ragivita,Ragi powder
Instant Ready to Eat
Chakkavaratty(jack fruit dessert),pazhamvaratty(kerala banana
jam),Boiled chinese potato(koorkka),Nadan kappa puzhukku(kerala
tapioca curry),Roasted coconut Gravy.
Instant Ready To Eat Payasams
Wheat payasam,paladapayasam,vermicellipayasam
Pastes
Garlic pastes, ginger paste ,ramarindpaste,ginger garlic paste
Pickles
Veg pickles, Non Veg pickles ,vegetables in Brine

29
Branding: Brand is a name,term,sign,symbol,or design or acombination
of them,intended to identity goods or servuces of the seller or a group of
seller and to differentiate them from those of competitors.Manjilasfood
Tech Pvt ltd.Introducing their product under the Brand name of Double
Horse.
Labelling:
Manjillas Food tech Pvt.the labelling is done on the packet.It carries the
following information:
Brand name
Manufacturing date
Manufactures name and address
The expiring date
The retail price
Instructions
The weight , measures and numbers.

Price mix:

Price is the amount of money asked in exchange for product. While fixing
price consider factors such as cost, ability of the consumers, competition,
discount, allowances, margin of profit, etc. The pricing strategies of the
Manjilas Food Tech Pvt Ltd is cost-plus pricing methods.

Place mix:
Place is the delivery of goods at the right time, at the right place.
Place mix has different element involving different activities, they are;

30
Channel of distribution-Channels Using Marketing Intermediaries

Producer wholesaler retailer consumer,

Manjillas using two levels channel to reach the customers.
Warehousing-The storing of products, including raw materials,
parts, goods-in-process, finished goods at and between point-of origin
and point-of-consumption. Manjilas have warehouses to keep the
products safely.
Transportation-Manjilas have its own vehicles to carrying the
products from production house to customer hand.

Promotion mix
Promotion consist of all activities aimed at inducing and motivating
customers to buy theproduct. Promotion includes advertising,
publicrelations, personalselling, and sales promotion.

Sales promotion:

The company has got various sales promotion activities, these activities,
these activities helps to the company to better marketing of the products,
sales promotion activities taken by Manjillas Food Tech Pvt Ltd. are as
follows:
Advertisement of Double Horse products are in both indoor and outdoor
media.
Indoor advertisements are made in the form TV, Radio and magazines
whereas outdoor advertisement through hoardings and display on
vehicles. Its aim is to promote the product and increased the volume of
sale.
31
3.4 PRODUCT PROFILE

3.4.1 Rice
Rose matta Raw rice meals Mattabrocken Ghee rice

Payasam rice Jyothimatta cherumani B.T meal

Ponni rice Single matta Jaya rice

3.4.2 Roasted rava Health products

Health mix Ragi vita Ragi powder Banana
powder

3.4.3 wheat products

Broken wheat Wheat rava Roasted rava Vermicelli
roasted
Samba broken Chakki fresh Samba wheat Long
wheat atta rava vermicelli

32
3.4.4 condiments

Turmeric Pepper powder Kashmiri chilli Ginger

powder powder

Chilli powder Coriander Crushed chilli

powder

3.4.5 Instant Break fast

Instant idiyappam Rice sevai Upuma mix

3.4.6 payasam&kheer mix

Paladapayasam Rice Vermicelli Rice Ada
Mix paladapayasam kheer Mix
Mix

3.4.7 instant ready to eat

Chakkavaratty Pazhamvar Boiled Nadan Roaste
atty chinesepotat kappa d
a puzhukk coconu
u t gravy

33
3.4.8 Instant Ready To Eat Payasams
Wheat payasam Paladapayasam Vermicelli payasam

3.4.9 instant ready to cook curry mix

Chicken Kerala Kerala Kerala fish Sambar
biriyani meat curry chicken curry mix mix
mix mix curry mix

3.4.10 pastes
Garlic pastes Ginger paste Tamarind Ginger garlic
paste paste

3.4.11 pickles
Vegitable pickles Non vegetable Vegetables in Brine
pickles

3.4.9 D Masalas
Sambar Pickle Rasam Vegetable Garam
powder powder powder masala masala
Chicken Meat Fish Egg roast Biriyani
masala masala masala masala masala

34
3.4. E Other products
Coconut Tamarind Jaggery Coconut oil
chammanthi
podi
Vineger Soya chunks Macaroni Papad

35
 CHAPTER 4
DATA ANALYSIS AND INTERPRETATION

36
1. Are you aware about double horse products?

Awareness Percentage Number of

respondents
Yes 68 136
No 32 64

awareness

no
32%

yes
68%

Interpretation
Among 200 respondents 136 respondents are aware about the double
horse products and 64 are not aware about the product.

37
2. How did you come to know about the double horse product?

Sources percentage Number of

respondents
Advertisements 73.53 100
Word of mouth 14.70 20
Unexpected use 11.76 16

UNEXPECTED
SOURCE
USE
12%

WORD OF
MOUTH
15%

ADVERTISEME
NTS
73%

INTERPRETATION
Among the 200 respondents 73.53 percentage of them came to know
about the brand through advertisements, 14.70 percentage through word
of mouth and 11.76 percentage of respondents through unexpected use.

38
3. Are you a customer of double horse food products?
User percentage No. of respondents
Yes 62.5 85
no 37.5 51

USER

NO
38%

YES
62%

INTEPRETATION
38 percentage of respondent dont use double horse products and 62
percentage are users of the double horse products.

39
4. If yes frequency of usage?

Particulars Percentage No. of respondents

Always 53 45
Sometimes 23 20
When other brands 18 15
are unavailable
Special occasions 6 5

special
occasions Frequency of purchase
6%
when other
brands are
unavailable
18%

always
sometimes 53%
23%

INTERPRETATION
By analyzing the diagram it is clear that, 53% of the people always use
the double horse products, 23% uses occasionally, 18 % use double horse
products when other products are unavailable and 6% use on special
occasions.

40
5. If no, do you plan to buy any products of double horse?
Response percentage Number of respondents
Yes 78 40
No 22 11

Desireness to buy

no
23%

yes
77%

INTERPRETATION
71% of the respondents are interested to buy double horse products and
23% of them are not interested to buy double horse products.

41
6. What are the motives behind buying double horse products
Motive percentage No. of respondents
Money value 35 30
Social status 0 0
Experience 47 40
Convenience 18 15

motive to buy

convenience
18%
money value
35%

experience
47%
social status
0%

INTERPRETATION
35% of the respondents buy products due to money value, 47% of the
customers due to experience and 18% because of experience.

42
7. Reasons for buying double horse products?

Reason Percentage No. of respondents

Brand image 35 30
Promotions 45 40
Availability 18 15

45

40

35

30

25

20

15

10

0
brand image promotions availability

INTERPRETATION
35% of the respondents buy products due to brand image, 45% of the
respondents due to promotions and 18% of the respondents due to easy
availability of the product.

43
 8. Are you satisfied with the quality of Double horse products?

Satisfaction level percentage No. of respondents

Satisfied 59 50
Neutral 23 20
Not satisfied 18 15

satisfactory level

Not satisfied
18%

Neutral Satisfied
23% 59%

INTERPRETATION
59% are satisfied with the product 18% are not satisfied with the product.

44
 9. Have you ever switched to any other food products?

Switched to other Percentage No. of

products respondents
Yes 76 65
No 24 20

switch to rivals
70

60

50

40

30 switch to rivals

20

10

0
yes no

Interpretation
65respondents have experimented other brands and 20 respondents have
not even experimented other brands.

45
 10.If yes, why do you shift to other brands?
Factors percentage No. of respondents
High price 44 35
Poor quality 6 5
Unavailability 25 20
Other reasons 25 20

Reason for shift

Other reasons
25%
High price
44%

Unavailability
25%

Poor quality
6%

INTERPRETATION
44 percentage of respondents shift due to high price for double horse
products, 25% due to unavailability, only 6 respondents shift due to other
reasons.

46
 11.Who makes the buying decision in your family?
percentage No. of respondents
Myself 22 44
Parents 13 26
Spouse 27 54
children 38 76

Sales

Myself
22%
children
38%

Parents
13%

spouse
27%

INTERPRETATION
Among 200 respondents 38% says that children have an major role in
buying products.

47
 12.How long have you been using double horse products?

Time period Percentage No. Of respondents

Below 1 year 37 30
1-2 yr 44 35
2-5 yr 6 5
Above 5 yr 13 10

time period

2-5 yr
6% Above 5 yr
13%

Below 1 year
37%

1-2 yr
44%

INTERPRETATION
Among the respondents 44% of them are double horse product users for 2
years, 37% started using the double horse products only below 1 year.

48
 13. From where you buy double horse products?

availability percentage No. of respondents

Nearest shop 12 24
Super market 64 128
Grocery shop 24 48

Sales

Nearest
shop
12%
Grocery shop
24%

Super market
64%

INTERPRETATION
Among the respondents 64% buy double horse products from super
market, 12 percentage from grocery shop and 12% from nearest shops.

49
 14. What do perceive by the name double horse?

Brand name Percentage No. of respondents

Power 53 106
Quality 35 70
Strong relation 12 24

120

100

80

60
Series 1

40

20

0
Power Quality Strong relation

INTERPRETATION
53% of respondents say that the name of the company indicates power,
35% says that it indicates quality and 12% says that it indicates strong
relation.

50
 15. How did the packaging of influence you?
Factors Percentage No.of respondents
Protection 20 62
Information 34 68
Label 15 30
Convenience 20 40

package

convenience
20% Protection
31%

Label
15%

Information
34%

INTERPRETATION
Package of the double horse influences the respondents due to protection,
20% due to convenience, 34% due to information.

51
 16. Do you recommend double horse products to others?

Response percentage No. of respondents

Yes 58 116
No 42 84

no
42%

yes
58%

INTERPRETATION
Among the respondents 58% of them recommend double horse brand to
others and 42% doesnt recommend the brand to others.

52
 17. If no, why?
Reason percentage No. of respondents
Low quality 16 7
High price 24 15

Other reason 60 20

Low quality
17%

Other
reason
47%

High price
36%

INTERPRETATION
36% of the respondents dont recommend double horse products to others
due to high price and 17% due to low quality and 47% doesnt disclose
the reason.

53
 CHAPTER 5
FINDINGS, CONCLUSION, SUGGESTIONS

54
5.1 FINDINGS
68% of the respondents are aware about the double horse products.
73.53 percentage of them came to know about the brand through
advertisements, 14.70 percentages through word of mouth and
11.76 percentage of respondents through unexpected use.
38 percentage of respondent dont use double horse products and
62 percentage are users of the double horse products.
53% of the people always use the double horse products, 23% uses
occasionally, 18 % use double horse products when other products
are unavailable and 6% use on special occasions.
71% of the respondents are interested to buy double horse products
and 23% of them are not interested to buy double horse products.
35% of the respondents buy products due to money value, 47% of
the customers due to experience and 18% because of experience.
64% buy double horse products from super market, 12 percentage
from grocery shop and 12% from nearest shops.
Children have a major role in buying products.
44 percentage of respondents shift due to high price for double
horse products, 25% due to unavailability, only 6 respondents shift
due to other reasons.
65respondents have experimented other brands and 20 respondents
have not even experimented other brands.
59% are satisfied with the product 18% are not satisfied with the
product.
35% of the respondents buy products due to brand image, 45% of
the respondents due to promotions and 18% of the respondents due
to easy availability of the product.

55
 Among the respondents 58% of them recommend double horse
brand to others and 42% doesnt recommend the brand to others.
Package of the double horse influences the respondents due to
protection, 20% due to convenience, 34% due to information.
53% of respondents says that the name of the company indicates
power, 35% says that it indicates quality and 12% says that it
indicates strong relation.
Among the respondents 64% buy double horse products from
super market, 12 percentage from grocery shop and 12% from
nearest shops.
44% of respondents are double horse product users for 2 years,
37% started using the double horse products only below 1 year.

5.2CONCLUSION

The project entitledA study on the impact of awareness on customers

buying decision was undertaken with the main aim of finding the
customer awareness of double horse food products of Manjilas group of
Pvt Ltd. There is considerable amount of customer awareness this study
proven that double horse foods has got good awareness among the
consumers in the district of Thrissur.
Creating customer awareness is one of the key steps in promoting a
product. Advertisement is the best method to create customer awareness
the firm can apply new marketing strategies and introduce newer
products.
Double Horse products enjoys a good brand image in the market.
Most of the people aware about double Horse food products. It is the old
brand which is familiar to Keralites. The customers are satisfied with the

56
packaging, quality, price of the product. Double Horse rice and rice
products is a top brand which is more preferred by customers. the survey
reveals that most of the customers prefer Double Horse products is due to
the brand image and experience of the manufacturer and they could be
understanding the customers taste and preferences of the changing
environment.
The entry of some new brands in the rice industry and the launch of new
product lines have increased the challenges that are to be faced by the
company. From the present scenario it is experienced that the needs of
customers are changing very quickly. In order to meet the needs of the
customers companies have to redefine their products and strategies to suit
the changing dimensions.

5.3 SCOPE FOR FURTHER RESEARCH

The study helps the people to the further research relating to this topic. It
is important for a firm to know the awareness of their product or brand
among the customers in order to initiate changes with greater appropriate
measures.
The sample consisted of 200 customers. a research with greater sample
would give a more dependable and generalized result. It would give more
significant end result.
The research was made within Thrissur district. It can be extended to
other districts and make the result more useful.
In todays world business is highly competitive. The greater demand for
product and widely available range of products make the competition cut
throat in every field of business customers are demanding much quality
for the products. The quality of values and services makes a product
much different from that of other products. In todays world even one
seeks a further and highly qualitative service. If an organizations said to

57
be successful in the market. All the companies have their own strategies.
This may lead products success in the market.

5.4 SUGGESTIONS
In India the frequency of consumer promotion occurrence is
highest in
The FMCG sector. Since Manjilas has more product in the
portfolio the company can give products variants as free samples
along with rice by doing this company is indirectly forcing the
consumers to their products, thus preventing them from buying
competitive brands.
Manjilas can target house wives and children through door to door
canvassing to market products, sponsoring events like womens
day and thus creating awareness about the product. Manjilas can
also target restaurants to target the market.
Since Manjilas marketing food products, consumers are
concentrating more on quality. So the company should
communicate the consumers about the quality standards adhered in
manufacturing the product. This will lead to a positive image
towards Double Horse in the consumers mind.
Manjilas can follow informative advertising methods to create
brand awareness for all the products.
Company can launch rice powder in small packs with less price
targeting the rural market.
Get timely feedback from the customers about quality, price and
availability at the proper time.
A price reduction strategy which may provide more competitive
advantage to double horse rice compared to the rivals.

58
 6.1 BIBLIOGRAPHY

Kothari C. R(2009), Research methodology methods and techniques.(

second edition), New age international Pvt Ltd publishers. New Delhi.
Philip Kotler (2009) Marketing management. (Thirteenth edition),
pearson education pvt ltd, New Delhi.
VS Ramaswamy & S Namakumari, 2008. Marketing Management
(Fourth Edition), Macmillan publishers India Ltd, Bangalore
K Aswanthapa& K. Shridhra Bhat (2009), Production and operations
management, Himalaya publishing house, Bangalore.

http://scholar.google.co.in/
http://www.manjilas.com
http://www.wikipedia/customerawareness
http://www.wikipedia/world food sector+ Indian history

59
 QUESTIONNAIRE

1. Are you aware about double horse products? Yes no

2. How did you come to know about the double horse product?
Advertisements Word of mouth unexpected use
3. Are you a customer of double horse food products? ?
Yes no
4. If yes frequency of usage?
A. Always
B. Sometimes
C. When other brands are unavailable
D. Special occasions

5. If no, do you plan to buy any products of double horse?

Yes no

6. What are the motives behind buying double horse products?

A. Money value
B. Social status
C. Convenience
D. experience

7. Reasons for buying double horse products?

A. Brand image
B. Promotions
C. availability

60
 8. Are you satisfied with the quality of Double horse products?
Satisfied
Neutral
Not satisfied
9. Have you ever switched to any other food products?
Yes no

10.If yes, why do you shift to other brands?

High price
Poor quality
Unavailability
Other reasons

11.Who makes the buying decision in your family?

Myself
Parents
Spouse
children

12.How long have you been using double horse products?

Below 1 year
1-2 years
2-5 years
Above 5 years

61
 13.From where you buy double horse products?
Nearest shop
Shopping malls
Grocery shop

14. What do you perceive by the name double horse?

Quality
power
strong relation

15. How did the packaging of influence you?

Protection
Label
Information
convenience

16. Do you recommend double horse products to others?

Yes no

17.If no, why?

Low quality
High price
Other reasons

Suggestions, if any for improving the customer satisfaction of double

horse food products.
......................................................................................................................
......................................................................................................................

62