A

Project Study Report

On
Training Undertaken At

Shivdeep Industries Limited

(Bikaji)

Titled

“Brand Image OF Bikaji Products Among Retailers Of Jodhpur City”

Submitted in partial fulfillment for the

Award of degree of

Master of Business Administration

Submitted By: Submitted To:

Manish Ahuja Vijay Sharma

2008-2010

ENGINEERING COLLEGE BIKANER

 PREFACE

Any kind of learning is incomplete till it is practically applied

in the concerned field. Only then does a person understand and
get hold of even the minutest details of what he/she has learnt in
his stay at the institute doing his/her MBA. So, to practically apply
what I had gained in the past one year in the MBA programmed, I
underwent two months summer training at Shivdeep Industries
limited, Bikaner. It has been a wonderful learning experience,
which has given me an insight into the Human Resource
Outsourcing process and how it can be best utilized for competing
with the global competition and for the progress of the
organization. No doubt every real situation is unique but a set of
theoretical tools of knowledge, itself based on empirical
foundation, can help in developing the mindset of the individual
regarding the process. So the MBA curriculum has been desired to
provide to the future manager’s ample practical exposure to the
business world.

The summer training is essential for the fulfillment of MBA

curriculum; it provides an opportunity to the student to understand
the industry with special emphasis on the development of skills in
analyzing interpreting practical problems through application of
management in various fields.

The whole study has been divided into various parts:

[2]
 The First chapter of the study is Introduction, which includes
the Knowledge about the Bhujia industry, and the Introduction of
the Company and attached with the History of the Bikaji. This
chapter also includes the Awards and Recognition of the Bikaji.

The Second chapter includes the objectives, significance,

and research methodology and data collection.

The Third chapter has reported facts and information

gathered by student in the course of study of topic.

The Fourth chapter is about analysis and interpretation of

the data collected, which can help the industry to solidify its
position in the market.

The Last two chapters include the conclusion and

Suggestions for the further development and pointing out the weak
points so that changes can be made.

Lastly, there is a Bibliography of the books, which was used

by the researcher.

[3]
 THE EXECUTIVE SUMMARY

PROJECT UNDERTAKEN BY ME

The project studied by me in SHIVDEEP FOOD PRODUCTS

(P) LTD was “Brand Image Of Bikaji Products Among Retailers
Of Jodhpur City”. It helps to make dealer aware of the availability
and display in the market. Especially the preferences towards the
services of SHIVDEEP FOOD PRODUCTS (P) LTD.

MAIN OBJECTIVE OF THE STUDY

1) To learn about the Fast Moving Consumer Group, product

and services of Bikaji Products.

2) To know about the effectiveness of Bikaji Products

performed by retailers of Jodhpur city.

3) To learn how Bikaji Products review the products and

services in Jodhpur City.

HOW IT WAS UNDERTAKEN

A survey was conducted by me among the retailers. During

the survey I tried my best that more and more questionnaire to be
filled by the retailers so that to conclude the results gracefully.

I was also appreciated by the support of the SHIVDEEP

FOOD PRODUCTS (P) LTD. Area and Sales Manager, who
guided me the basic fundamentals of consumer preferences
towards Bikaji Products in the city Jodhpur.

[4]
 ACKNOWLEDGEMENT

I express my sincere thanks to my project guide Dr. Vijay

Sharma, Assistant Professor, Dept. of Management and
Technology for guiding me right from the inception till the
successful completion of the project. I also sincerely acknowledge
Mr. V.K. Joshi, Marketing manager, Bikaji for giving me a chance
to carry out my project in the esteemed organization and for
providing the relevant material regarding the project. I would also
like to thank the supporting staff of Bikaji group as they were very
co-operative and helped me in the every way they could.

At last I owe my thanks to my parents who helped and

supported me in all the stages of the project and without them this
project would not have materialized.

[MANISH AHUJA]

[5]
 TABLE OF CONTENTS

CHAPTER NO. CONTENT PAGE NO.

01 INTRODUCTION

02 PROJECT PROFILE

03 FACTS AND FINDINGS

04 ANALYSIS AND INTERPRETATION

05 CONCLUSION

SUGGESTIONS &
06
LIMITATIONS

07 SWOT ANALSIS

08 QUESTIONNAIRE & BIBLIOGRAPHY

[6]
 CHAPTER 1

INTRODUCTION

1.1 INTRODUCTION TO INDUSTRY

Today Bikaner is identified for tasty; mouth watering Snacks

Bhujia, Papads, Namkeens, which have titillated the plates of
many a number of royal Rajput families through the age.

The Bhujia Industry has its origination dated back to

1887AD, when Maharaja Shri Dungar Singh ji was manufacturing
a special variety and was called ‘DUNGAR SHAHI BHUJIA’. This
was served to the royal guests. With time, manufacturing Bhujia
became livelihood of many inhabitants of the district. Since the
district was drought prone district with only salty well water
available for drinking, there was little scope in farming and
agriculture. And thus Bhujia production gained momentum. Bhujia
prepared in this area has special ingredient of moth (lentil) grown
in this area and the special taste can be attributed to salty well
water available only in Rajasthan.

At present there are about 425 units producing bhujia in

Bikaner district and nearby areas of Sri Dungargarh, Churu,
Nagpur and Sri Ganganagar. Out of these only a few have proper
plant and well planned production system, the rest are small and
cottage type industries.

The raw materials required for industry are lentils, edible oil
and condiments. While lentil is grown in Western Rajasthan i.e. in

[7]
districts of Barmer, Jaisalmer, Bikaner, Churu, Nagaur and
Jodhpur. The edible oil (Groundnut) is procured from Bikaner or
from neighboring state of Gujrat. The condiments are purchased
from South India, directly or through dealers in Delhi. The raw
material is thus abundant and easily available to Industry.

The major ‘Bhujia’ consuming market in Rajasthan followed

by Punjab and Haryana. Uttar Pradesh, West Bengal and Assam
too are not far behind. Rajasthan consumes about 30% of the total
produce annually and rest of the 70% is consumed by other states
and with time the awareness and interest in ‘Bikaneri Bhujia’ has
grown and spread all over the country and around the world too.

Recently export of Bhujia and Namkeens from Bikaner has

also gained momentum. The export of Bhujia has potential to grow
much more; it only requires awareness on the part of manufacturer
about the export prospects of the item, export producers,
documentation and packaging.

The whole Bhujia industry is divided into two sectors.

(a) Unorganized (b) Organized

The unorganized sector consists of over 70% of the total

Bhujia industry. These units are flourishing in the district because
of high demand of the product and easy availability of raw material
and also low setting up costs. The unorganized sector also
includes small business ands small-owners selling the snacks and
sweets. Almost every second household in the city has women
and girls making Papads. The major portion of this sector is inside
the ‘walled city’ of Bikaner and Gangasahar area. An estimated

[8]
number of 850 burners are used in this unorganized sector and
around 80 to 100 kgs of Bhujia per day which amounts to an
annual production of 25,000 to 30,000 tons. This sector though
unorganized and traditional, still poses a threat to the modern
organized sector, as a large segment of Bikaner’s population is still
price conscious and the price of the product unbranded Bhujia or
‘Khulli Bhujia’ in local jargon is around 30% less than the branded
and packaged Bhujia. The organized sector is the rest 30% of the
Bhujia industry. The major players are Bikaji, Bhikharam
Chandmal, Haldiram, Choudhary food products Swad industries
Pvt. Ltd., ‘YES’ and Mr. Namkeen and many more.

‘Bikaji’ in Bikaner is major company in the branded Bhujia

market. Another emerging name in this sector is of Bhikharam
Chandmal’s sunshine food products. Bhikharam Chandmal has
opted up a big showroom in Bikaner and has started distributing
the products in some other states too. The companies of this
sector have to face a tough competition given by multinationals like
Lehar Namkeens and from Uncle Chips. The companies of
Bikaner Bhujia Industry mainly use print media for advertising only
Bikaji has used the broadcasting media for advertising. These
companies themselves face enough competition from each other
and soon will have to start employing other marketing strategies if
they want to survive in this competitive market of Bhujia.

The present distribution channel of this product is mainly

direct selling and employing sales force like sales representative
and sales officers who extensively travel to book order for their
respective companies. Besides this 3 units have appointed dealers
throughout the country to market their products. The units adopting

[9]
direct selling can think of marketing the item through dealership,
which will help in enhancing the sales.

This industry is reported to be facing a lot of problems in

regard to finance, electricity, taxation structure and entry of multi-
nationals in the field.

1.2 INTRODUCTION TO THE COMPANY

Nestled in the Thar Desert, the city of Bikaner is situated in

northern Rajasthan. Shivdeep Industries Ltd. was started in 1986,
with its head office in Bikaner. The company soon became a large
manufacturing unit under the guidance of Mr. Shivratan Agarwal
and Mrs. Sushila Agarwal.

The Company commenced business in the city central

market. All the raw material from grains, oils and massalas to dry
fruits, flour, vegetable oil and condiment are selected and
purchased from amongst the best in the market. At the factory they
are thoroughly processed in order to impact to their purity and
prime position. In fact, a different section is devoted to this aspect
of the manufacturing process.

All Bikaji snacks are made untouched by human hand, on

fully automated machines in the most ultra-modern factory in
Rajasthan.

A separate packaging unit has been set up to pack the

product in a clinically hygienic environment.

[10]
 Bikaji snacks are the talk of the town in almost the whole of
India; they are already setting tongues talking in the Middle East,
part of Africa, USA, UK and Europe.

The company was rewarded with the National awards for

industrial, excellence in 1992 – the first company to receive such
an award in the category of food products.

Bikaji group of companies has three units under its umbrella;

and besides food products, it is doing well in service sector also as
in Hotel Basant Vihar Palace, catering to the up market crowd and
established as one of the best hotels in Bikaner. The three units
under Bikaji group of companies are Shivdeep Industries Limited,
Shivdeep Food Products Pvt. Ltd. And Bikaji Food Products Ltd.
Shivdeep Industries Ltd. produces Bhujia, Papad and sweets.
Shivdeep Food Products Pvt. Ltd. produces potato chips and
Bhujia, Namkeens, Sweets – Rasgulla, Gulabjamun. The new unit
of Bikaji Food Private Ltd. has started producing ‘Tourist Mineral
Water’ a few years back only. The same management looks after
all the three units. The grown curve of organization is a positive
one, Bikaji is also planning to launch ‘tea’ very soon. It has the
potential and plans for future expansion and diversification.

Shivdeep Industries limited is brainchild of Mr. Shiv Ratan

Agarwal and Mrs. Sushila Agarwal. Mrs. Sushila Agarwal has
looked after and nurtured the company to its present position. And
her talents and skills have been recognized and appreciated
through out of the state. She was awarded ‘Presidents Award’ for
Women Entrepreneur in 1997 and she is the first woman in state of
Rajasthan to have won such a prestigious award. The company

[11]
was rewarded with National Award for Industrial Excellence in
1992 – the first company to receive such an award in the category
of food products. Mr. Shivratan Agarwal himself had been recipient
of many an award for humanitarianism and contribution to the
enlistment of the industry and its people.

Shivdeep Industries limited is situated in Bichwal Industrial

Area, Bikaner. A unique feature of the company is that there is one
company profile and therefore there is no job profile as such.
Although there are departments like finance, productions and
marketing but there is an informal structure where the manager
finance can look into production and marketing if the need arises.

The company is a reputed one and its products come with a

brand name ‘Bikaji’ the company is the only one, which provides a
wide variety of snacks and savories. The company has a well-knit
distribution system in India. It also exports its products to countries
like Australia, Japan, Singapore and Europe too. The company’s
export sales are about 2% of their total sales turnover which is
around 40 crores.

The company is always trying to cater to the ever-increasing

demand for more and more variety in Namkeens by launching new
flavors and new types of mixtures every now and then. Some new
ones are Mastkin and Tanatan.

The company takes proper care of its workers and

employees and they feel privileged to work with such a reputed
firm. The company provides training to the workers on the job.
There are about 1200 workers/employees in the company. They
are provided with all the basic amenities a company should

[12]
provide with, like group insurance for all the workers, medical aids,
mess, etc. The company provides its employees with bonus,
festival offers and likewise from time to time. They are also
provided with leave encashment scheme.

The production takes place on a large scale. To provide its

customers with the best quality and taste of Bhujia, The Company
has a well established quality control lab. Every day the first lot is
checked and then other lots are made, if the first one is fine. There
are usually no complaints for the quality of the products. To meet
the rising demand the company has installed many automatic
machines and even installed high tech packaging machines
procured from flex and dig pack. The machines used for
production are checked on a regular basis and are replaced or
repaired as and when required. The raw material (lentils, edible oil,
spices and condiments) are procured from Bikaner and if required
edible oil is also purchased from Surat and other cities in Gujrat.

‘Bikaji’ has emerged as one of the finest names in Bhujia

industry. Its traditional market consists of Northern India, especially
states of Rajasthan, Punjab, Haryana, Gujrat, Bengal and Assam.
And in a nutshell it can be said that in a short period of fifteen
years the company has made its position strong and its presence
inveterate in the Bhujia industry.

COMPANY PROFIE

Bhujia: Relish the taste of our premium quality bhujia and taste
the difference. We use premium quality oil and other
products to make this special item just for you! Add

[13]
 some chopped tomatoes, onions and sprinkle of lemon
to add to its taste.

Namkeen: These delicious snacks will keep you munching! There

are a variety of namkeens with different tasty blends of
sweet, sour, salty and spicy flavors. Raisins, peanuts
and cashew nuts add to the taste.

Sweets: Gratify your sweet tooth with our mouth-watering

delicacies. Indulge in the large variety of sweets.
Convey your best wishes and emotions by gifting these
to your loved ones. Celebrate those special occasions
savoring our sweets.

PRODUCT LIST OF BIKAJI SNACKS

ITEM NAME (SHELF LIFE 6 MONTHS) DESCRIPTION

Bikaji Bhujia 12 x 1 Kg. (2.2 Lbs.)

Bikaji Bhujia 60 x 200 gm. (7 Oz.)

Bikaji Bhujia 30 x 400 gm. (14 Oz.)

Tana-Bana (Khatta Mittha) 60 x 200 gm. (7 Oz.)

Tana-Bana (Khatta Mittha) 30 x 400 gm. (14 Oz.)

Sub-Kuch (Navrattan) 60 x 200 gm. (7 Oz.)

Sub-Kuch (Navrattan) 30 x 400 gm. (14 Oz.)

Goldy (Moong Dal) 60 x 200 gm. (7 Oz.)

Mel-Jol (Bhujia with Boondi) 60 x 200 gm. (7 Oz.)

Gup-Shup (Tasty) 60 x 200 gm. (7 Oz.)

Hul-Chal (Chana Dal) 60 x 200 gm. (7 Oz.)

[14]
Chana Jor Garam 60 x 200 gm. (7 Oz.)

Tana-Tan (Aloo Bhujia) 60 x 200 gm. (7 Oz.)

Tana-Tan (Aloo Bhujia) 30 x 400 gm. (14 Oz.)

Zordar (Cornflakes) 60 x 200 gm. (7 Oz.)

Zordar (Cornflakes) 30 x 400 gm. (14 Oz.)

Kuch-Kuch (All in One) 60 x 200 gm. (7 Oz.)

Kuch-Kuch (All in One) 30 x 400 gm. (14 Oz.)

Mastkeen (Cornflakes with Dry Fruits) 60 x 200 gm. (7 Oz.)

Khas-Chees (Kashmiri Mixture) 60 x 200 gm. (7 Oz.)

Chatak (Chiwda with Dry Fruits) 60 x 200 gm. (7 Oz.)

Panchrattan (Badam Lachha) 60 x 200 gm. (7 Oz.)

Samosa 60 x 200 gm. (7 Oz.)

Mathri 60 x 200 gm. (7 Oz.)

Sweetkin (Kachori) 60 x 200 gm. (7 Oz.)

Dil-Khush (Papad) 60 x 200 gm. (7 Oz.)

Baat-Cheet (Papad) 60 x 200 gm. (7 Oz.)

Gol-Matol (Rasgulla) 12 x 1 Kg. (2.2 Lbs.)

Gol-m-Gol (Gulabjamun) 12 x 1 Kg. (2.2 Lbs.)

Soan Papdi 50 x 200 gm. (7 Oz.)

Soan Papdi 20 x 500 gm. (17.5 Oz.)

Some Local Competitors of Bikaji Products In Jodhpur City.

A. Agrawal

B. Choudhary

C. Luxmi

[15]
 D. Sona

E. Pawanputr

F. Ankut
G. Bikano

Some International Competitors of Bikaji Products:

A. Bikharam Chandmal

B. Haldiram`s

C. Lehar Namkeen

FAST MOVING CONSUMER GROUP (FMCG) IN INDIA

Fast Moving Consumer Goods (FMCG) goods are popularly

named as consumer packaged goods. Items in this category
include all consumables (other than groceries/pulses) people buy
at regular intervals. The most common in the list are toilet soaps,
detergents, shampoos, toothpaste, shaving products, shoe polish,
packaged foodstuff, and household accessories and extends to
certain electronic goods. These items are meant for daily of
frequent consumption and have a high return.
A major portion of the monthly budget of each household is
reserved for FMCG products. The volume of money circulated in
the economy against FMCG products is very high, as the number
of products the consumer use is very high. Competition in the
FMCG sector is very high resulting in high pressure on margins.

FMCG companies maintain intense distribution network.

Companies spend a large portion of their budget on maintaining

[16]
distribution networks. New entrants who wish to bring their

products in the national level need to invest huge sums of money

on promoting brands. Manufacturing can be outsourced. A recent

phenomenon in the sector was entry of multinationals and cheaper

imports. Also the market is more pressurized with presence of

local players in rural areas and state brands.

NEED OF THE STUDY

The need of the study is to know the impact of Bikaji Products

in Jodhpur city and its brand image among retailers.

The data collected be tested and require for the sales and

distribution of the Bikaji Products in the market.

The concluding part will arise after the response of the

retailers and deliberately solved on the basis of the questionnaires

filled.

[17]
 SCOPE OF THE STUDY

Scope of the study is to deliver the best in case of response

of the retailers regarding the Bikaji Products in the market.

As we know that Bikaji Products have an impact in the

market, so mine main scope is to determine:

Retailer’s perception regarding the Bikaji Bhujia.

OBJECTIVE

Objective of the Projected Study and Analysis the Market

assessment of the Brand Image of Bikaji Products Among
Retailers of Jodhpur City and their advantages.

1. To study the Shivdeep Food Products Pvt. Ltd.

2. To study the Bikaji Products market of India.

3. To study the various brands of bhujia in Jodhpur.

4. To study the comparative analysis of Bikaji Products in Jodhpur.

5. Get insight into trends in market performance towards Bhujia.

6. Identify market and brand leaders and understand the competitive

environment

CHAPTER 2

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 PROJECT PROFILE

2.1 Title of the study

An evaluative study of Brand Image of Bikaji Products

Among Retailers Of Jodhpur City.

2.2 Significance of the study

Every research is conducted to fulfill certain objectives and

these objectives in term fulfill some purpose. This research is
significance of:

To the researcher
MBA curriculum is designed to give more potential exposure
to the student, so that they can make use of the theoretical
knowledge in the real life situations, with this thrust, summer
training has been included which provides opportunity to
researcher to give practical insight of the market. This rich
experience will be of great help in fulfillment of MBA curriculum.

To the organization:

1. To know the brand image and effectiveness of Bikaji

Products in Jodhpur City.

2. Identify market and brand leaders and understand the

competitive environment.

2.3 Scope of the Study

[19]
 The study was conducted during the period of May 18 to July 25
2009.The studies was conducted for Bikaji products in Jodhpur city.

2.4 RESEARCH METHODOLOGY

The Research Methodology used by us for the purpose of

this project is as follows:

Research Design:-

The research design used here for this project is a

combination of Exploratory & Explanatory designs. First a general
know about of the Bikaji Products. Then personal interactions
with the people concerned are made to figure out the results.

Data Collection Method:-

According to the needed research of the project; we pursued

both primary & secondary data collection methods. We have used
web sites related to Bikaji products, some publications on the
net, & various Bhujia information broachers for secondary data
collection. To ensure the accuracy of the results the primary data
collection method used is the structured interview method.

Sampling:-

The sampling units in our project are Retailers. The sample

size was small by following the convenience sampling method.
There were queries from the persons interacted & the
questionnaire have been attached at last.

SAMPLING SIZE

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 The sample size of our research is 125 retailers. Large
samples give more reliable results that are why we tried my best to
cover more retailers in Jodhpur, Rajasthan.

Sample Size — 125

Sample Unit – Retailers of Jodhpur City

Area of Survey – Jodhpur

Data Availability: Data has been collected from the Retailers

of Jodhpur.

The Research stands for :-

1. To know how the actual phenomenon occurring & exploring the

new ideas with a clear & precise insight.
2. To test the hypothesis with being variables to be compared within
their relationship.

2.5 Limitations of the Study

The research was subject to following limitations:

1. First of all waiting for respondents was a big task because

they were busy with their work.

2. Collection of data about respondents was also a big task.

3. Since the results have been drawn on the basis of

information provided by the respondents chance of response
error might be possible.

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 CHAPTER 3

FACTS AND FINDINGS

1. How many type of banded produce in snacks shopkeeper is

selling?

Type of Brand No. shop Type of Brand No. shop

A. Bikaji 125 H. Surya 19
B. Bikharam 67 I. Ankut 18
C. Bikano 57 J. Pawanputr 10
D. Sona 23 K. Maharaja 6
E. Agarwal 22 M. Kailash 4
F. Choudhary 21 N. Parihar 1
G. Luxmi 20

Types of Brand

INTERPRETATION: Out of 125 Retilers, 125 retailers selling

bikaji product, 67bikharam, 57 bikano, 23
sona, 22 agarwal, 21choudhary, 20 luxmi,
19 surya, 18 ankut, 10 pawanputr, 6
maharaja, 4 kailash, 1 parihar.

[22]
2. From were they have got information of Bikaji product?

A. News Paper (2) B. T.V add

B. Distributor (102) C. Other retailer/shopkeeper (17)

120
100
80
60
40 no.of shop

20
0
News T.v add Distributor Other
paper

Information of bikaji product

INTERPRETATION: Out of 125 respondents 2 got information of

bikaji product from News paper, 4 are from
T.V Add, 102 from Distributor, 17
respondents got information of bikaji
product.

3. Time since when shopkeeper is selling Bikaji product?

A. From 6 month 1 (0.8%) B. From 6 month to1year

C. From 1 to 5 year 1 (0.8%) D. More than 5 year123 (98.4%)

INTERPRETATION: Out of 125 respondents98.4% are selling

Bikaji product for more then 5 year, 0.8%
are selling Bikaji product for 1 to 5 year,
0.8% are selling Bikaji product for last 6
month.

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4. Is the shopkeeper satisfied by the sale of Bikaji produce?

A . Satisfied 32(25.6%)
B. Highly satisfied 84 (67.2%)
C. Dissatisfied (0)
D. Not satisfied nor dissatisfied 9 (7.2%)

Satisfaction Level

INTERPRETATION: Out of 125 respondents67.2% are highly

satisfied, 25.6% are satisfied, 7.2 % are
neither Not Satisfied nor Dissatisfied.

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5. Is the shopkeeper satisfied with the present pricing and
packing of Bikaji product?

A. Yes (121) B. No (4)

Satisfied with Pricing & packing

INTERPRETATION: Out of 125 respondents 96% are saying

yes, 4% no.

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6. Are the Shopkeepers satisfied with the delivery of area
distributor?

A. Satisfied 32(25.6%)
B. Highly satisfied 84 (67.2%)
C .Dissatisfied (0)
D .Not satisfied nor dissatisfied 9 (7.2%)

Delivery of Area Distributor

INTERPRETATION: Out of 125 respondents 67.2% are highly

satisfied, 25.6% are satisfied, 7.2 %are
neither Satisfied nor Dissatisfied.

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7. Which product the shopkeeper sale mostly?

A. Testy (5) B .Mong Daal (4)

C. Mixture (5) D. Bhujia (125)
E. Aloo Bhujia (35) F. Chips (0)

140
120
100
80
60 no.of shop
40
20
0
Tasty Mixture Aloo
Bhujia

Most Sale Bikaji product

INTERPRETATION: Out of 125 respondents 5 Sale Testy, 4

Mong Daal, 5 Mixture 125 Bhujia, 35 Aloo
Bhujia, 0 shopkeeper sale chips.

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8. Which size of Bikaji product Shopkeeper like most for sale?

A. 50 Gm to 100Gm (35) B. 100 Gm to 400 Gm (54)

B. 400Gm to 800Gm (82) D. 800 Gm to Above (o)

90
80
70
60
50
40
30
20
10
0
50 to 100 Gm 100 to 400 400 to 800
Gm Gm No.of shopkeeper

Size of Bikaji

INTERPRETATION: Out of 125 respondents 35 Shopkeeper like

to sale a 50 Gm to 100Gm, 54 are
Shopkeeper like to sale a 100 Gm to
400Gm, are Shopkeeper like to sale a 400
Gm to 800Gm.

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9. Which of the following Modes did the shopkeeper use to
place the Order?

A. Self 12(9.6%)
B. Phone 5 (4%)
C. Other 108 (86.4%)

INTERPRETATION: Out of 125 respondents9.6% shopkeeper

from self, 4% from phone 108 from other
type use place the order.

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10. When Asked to shopkeeper would you recommend bikaji
product to other shopkeeper/retailer? Then response as
follow……

A. Yes (96) B .No (5)

C. Can’t say (23)

100

80

60
No.shop
40

20

0
yes No Can'tsay

INTERPRETATION: Out of 125 respondents asked to

shopkeeper would you recommend bikaji
product to other shopkeeper /Retailer then
96 say yes, 5 say no, 23 can’t say.

[30]
11. When asked to shopkeeper that is your customer satisfied
with bikaji product?

A. Satisfied34 (27.2%) B. Highly Satisfied 75 (60%)

C. Dissatisfied (0) D. Not satisfied nor dissatisfied 6(4.8)
E. Can’t say 10(8%)

INTERPRETATION: Out of 125 respondents, 60% are highly

satisfied, 27.2% are satisfied, 4.8 % are
neither satisfied nor dissatisfied and
8%can’t say.

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12. How many name of bikaji product the shopkeepers know?

A. 1 to 5 (90)

B. 5 to 10(35)

C. 10 to 15 (0)

90
80
70
60
50
40 no.of shop
30
20
10
0
1 to 5 5to 10 10to 15

INTERPRETATION: Out of 125 respondents 90 Shopkeeper

know the 1 to 5, 35 shopkeepers know the
5 to 10 bikaji product name.

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13. Which product of competitor product they are selling most?

A. Testy (1) B. Mong Daal (13)

C. Mixture (13) D. Bhujia (125)
D. Aloo Bhujia (38) F. Chips (0)

140
120
100
80
60 no.of shop
40
20
0
bhujia aloo mongdal mixture tasty chips
bhujia

INTERPRETATION: Out of 125 respondents 125 Bhujia, 38

Aloo Bhujia 1 Testy, 13 Mong Daal, 13
Mixture, 0 chips product of competitor they
are selling most.

[33]
14. Any scheme of competitor product?

A. Yes 23 (18.4%) B. No 102(81.6%)

If Yes then

A. pays 12 packet of Sona bhujia of packing 100 Gm and Get

13 pack

INTERPRETATION: Out of 125 respondents 18.4% shopkeeper

say there are scheme of competitor product
81.6% say no. There are one scheme of
pay 12 packet of Sona bhujia of packing
100 Gm and Get 13 pack.

[34]
15. If asked your customer are satisfied with the competitor
product?

A. satisfied (36) B. Highly Satisfied (16)

C. Dissatisfied (12) D. Not satisfied nor dissatisfied
(40)
E. Can’t say (21)

no.of shop
40
35
30
25
20
15
10
5
0
Satisified Highly satisfied not sat.nor dis. can't say

INTERPRETATION: Out of 125 respondents 36 satisfied, 16

highly satisfied, 12 dissatisfied, 40 neither
satisfied nor dissatisfied, 21can’t say.
When your customer asked are satisfied
with the competitor product.

[35]
16. Any suggestion do you have fore Bikaji?

Suggestion No of Suggestion No of
shopkeeper shopkeeper
Replacement 58 Availability of1kg 20
pack
Display stand 80 Sign board 15
Personal outlay 38 Any scheme for 28
Retailer
POP adds 46 Increases in 7
commission
More spicy 3 No change 14

INTERPRETATION: Out of 125 respondents,58 Shopkeeper

suggestion on replacement product,80 for
display stand,38 for personal outly,46 for
POP Add,3 more spicy,20 shopkeeper say
there should Availability of1kg pack,15 for
Sign board, 28 Any scheme for Retailers,7
increases in commission,14 Retailers say
there are no requirement of change.

[36]
 CHAPTER 4

DATA ANALYSIS AND INTERPRETATION

1. Out of 125 Retilers, 125 retailers selling Bikaji products, 67

bikharam, 57 bikano, 23 sona, 22 agarwal, 21choudhary,20 luxmi,
19 surya, 18 ankut, 10 pawanputr, 6 maharaja, 4 kailash, 1
parihar.

2. Out of 125 respondents 2 got information of Bikaji products

from News paper, 4 are from T.V Add, 102 from Distributor, 17
respondents got information of Bikaji products.

3. Out of 125 respondents 98.4% are selling Bikaji products for

more then 5 year, 0.8% are selling Bikaji products for 1 to 5 year,
0.8% are selling Bikaji products for last 6month.

4. Out of 125 respondents 67.2% are highly satisfied, 25.6%

are satisfied, 7.2 % are neither Not Satisfied nor Dissatisfied.

5. Out of 125 respondents 96% are saying yes, 4% no.

6. Out of 125 respondents 67.2% are highly satisfied, 25.6%

are satisfied, 7.2 % are neither Satisfied nor Dissatisfied.

7. Out of 125 respondents 5 Sale Testy, 4 Mong Daal, 5

Mixture 125 Bhujia, 35 Aloo Bhujia, 0 shopkeeper sale chips.

8. Out of 125 respondents 35 Shopkeeper like to sale a 50 Gm

to 100Gm, 54 are Shopkeeper like to sale a 100 Gm to 400Gm,
are Shopkeeper like to sale a 400 Gm to 800Gm.

9. Out of 125 respondents 9.6% shopkeeper from self, 4% from

phone 108 from other type use place the order.

[37]
10. Out of 125 respondents asked to shopkeeper would you
recommend Bikaji product to other shopkeeper /Retailer then 96
say yes, 5 say no, 23 can’t say.

11. Out of 125 respondents, 60% are highly satisfied, 27.2% are
satisfied, 4.8 % are neither satisfied nor dissatisfied and 8%can’t
say.

12. Out of 125 respondents 90 Shopkeeper know the 1 to 5, 35

shopkeepers know the 5 to 10 Bikaji product name.

13. Out of 125 respondents 125 Bhujia, 38 Aloo Bhujia 1 Testy,

13 Mong Daal, 13 Mixture, 0 chips product of competitor they are
selling most.

14. Out of 125 respondents 18.4% shopkeeper say there are

scheme of competitor product 81.6% say no. There are one
scheme of pay 12 packet of Sona bhujia of packing 100 Gm and
Get 13 pack.

15. Out of 125 respondents 36 satisfied, 16 highly satisfied, 12

dissatisfied, 40 neither satisfied nor dissatisfied, 21can’t say. When
your customer asked are satisfied with the competitor product.

16. Out of 125 respondents, 58 Shopkeeper suggestion on

replacement product, 80 for display stand, 38 for personal outly, 46
for POP Add, 3 more spicy, 20 shopkeeper say there should
Availability of1kg pack, 15 for Sign board, 28 Any scheme for
Retailers, 7 increases in commission, 14 Retailers say there are no
requirement of change.

[38]
 CHAPTER 5

CONCLUSION

1. Retailers and consumers are highly satisfied with the Bikaji

products.

2. Bikaji products have good response in Jodhpur.

3. It has great brand image among retailers of Jodhpur.

4. Along with Bikaji Bhujia, many other local brands are there in

the market and also have a good potential like Choudhary,

Aggarwal, Bikano and Ankut, Sona.

5. Retailers and consumers are also satisfied with the

competitors products but not as much as Bikaji products.

6. Bikaji is having a good competition with the international

bhujia companies like, Bikharam Chandmal, Haldiram, and

Lehar Namkeen.

7. Retailers are getting regular information from the distributors

so they are doing their job well.

8. Mainly retailers are selling only Bikaji Bhujia (Namkeen)

more than its other products.

[39]
 CHAPTER 6

SUGGESTIONS AND LIMITATIONS

Easy availability of Bikaji Bhujia should have to be there in

the market.

• Price should have to be not more than the competitors.

• Varieties of Bikaji Bhujia should have be increase time to

time in the market.

• Promotional schemes with Bikaji Bhujia should have to be

raised.

• Festival gifts and discounts with combo packs are major

consumer drawing schemes.

• Quality of the Bikaji Bhujia has to take care.

• Stability of the Bikaji Bhujia should have to take care for the
future.

• Company officials have to handle the complaints seriously

and too solve within a short span of time.

• There should be the scheme of product replacement if the

product is out dated.

• There should be P.O.P. advertisement and sign board for the

Bikaji products.

• Any scheme for the retailers.

• There should be display stand for Bikaji products.

[40]
 LIMITATIONS

1. The research conducted was limited to only Jodhpur district.

2. Due to time constraints, more time could not be devoted to

individual respondent.

3. Due to unwillingness of providing any information, the

respondents filled the questionnaire casually which might have
effected the conclusion.

4. A busy schedule of retailers also makes the collection of

information a very difficult one.

5. The projection is purely based on verbal meetings and may

be influenced by unprecedented factors.

6. Non - co operative behavior of respondent was a big problem

in this survey.

7. No facility for removal of complaints from the side of

dealers/retailers on time

8. While studying the report the above fact should be taken into
consideration.

[41]
 CHAPTER 7

SWOT ANALYSIS

Strengths: - The key strengthening for the Bikaji Bhujia in

the market:

a. Quality wise no compromise

b. Renowned brand name in the market
c. Distribution channel is strong enough to play a vital role

Weaknesses: - The weaknesses coming out to be

a. Fair distribution
b. Less number of outlets
c. The stocks are only there in the selected cities.

Opportunities: - The future gains can be from:

a. Company should increase the supply management.

b. Company should run dealer schemes
c. Quality should have to be updated as compared to other
competitors

Threats: - The major threats are:

a. Operation of vending cards

b. Less varieties are there in the market

[42]
 CHAPTER 8

QUESTIONNAIRE & BIBLIOGRAPHY

Engineering college Bikaner

Rajasthan technical university

Topic: "Brand Image OF Bikaji Products Among

Retailers Of Jodhpur City"

Name…………………………… Age…...…………………..

Shop name…………………….. Area….……………………

1. How many type of banded produce in snacks shopkeeper is

selling?
Type of Brand No. shop Type of Brand No. shop
A. Bikaji 125 H. Surya 19
B. Bikharam 67 I. Ankut 18
C. Bikano 57 J. Pawanputr 10
D. Sona 23 K. Maharaja 6
E. Agarwal 22 M. Kailash 4
F. Choudhary 21 N. Parihar 1
G. Luxmi 20

2. From were they have got information of Bikaji product?

A. News Paper (2) B. T.V add
B. Distributor (102) C. Other retailer/shopkeeper (17)

[43]
3. Time since when shopkeeper is selling Bikaji product?
A. From 6 month 1 (0.8%) B. From 6 month to1year
C. From 1 to 5 year 1 (0.8%) D. More than 5 year123 (98.4%)

4. Is the shopkeeper satisfied by the sale of Bikaji produce?

A .Satisfied 32(25.6%) B. Highly satisfied 84 (67.2%)
C. Dissatisfied (0) D. Not satisfied nor dissatisfied 9 (7.2%)

5. Is the shopkeeper satisfied with the present pricing and

packing of Bikaji product?
A. Yes (121) B. No (4)

6. Are the Shopkeepers satisfied with the delivery of area

distributor?
A. Satisfied 32(25.6%) B. Highly satisfied 84 (67.2%)
C .Dissatisfied (0) D .Not satisfied nor dissatisfied 9(7.2%)

7. Which product the shopkeeper sale mostly?

A. Testy (5) B .Mong Daal (4)
C. Mixture (5) D. Bhujia (125)
E. Aloo Bhujia (35) F. Chips (0)

8. Which size of Bikaji product Shopkeeper like most for sale?

A. 50 Gm to 100Gm (35) B. 100 Gm to 400 Gm (54)
B. 400Gm to 800Gm (82) D. 800 Gm to Above (o)

9. Which of the following Modes did the shopkeeper use to

place the Order?
A. Self 12(9.6%) B. Phone 5 (4%)
C. Other 108 (86.4%)

[44]
10. When Asked to shopkeeper would you recommend bikaji
product to other shopkeeper/retailer? Then response as
follow……
A. Yes (96) B .No (5)
C. Can’t say (23)

11. When asked to shopkeeper that is your customer satisfied

with bikaji product?
A. Satisfied 34 (27.2%) B. Highly Satisfied 75 (60%)
C. Dissatisfied (0) D. Not satisfied nor dissatisfied 6(4.8)
E. Can’t say 10(8%)

12. How many name of Bikaji product the shopkeepers know?

A. 1 to 5 (90) B. 5 to 10(35)
C. 10 to 15 (0)

13. Which product of competitor product they are selling most?

A. Testy (1) B. Mong Daal (13)
C. Mixture (13) D. Bhujia (125)
D. Aloo Bhujia (38) F. Chips (0)

14. Any scheme of competitor product?

A. Yes 23 (18.4%) B. No 102(81.6%)

If Yes then

A. pays 12 packet of Sona bhujia of packing 100 Gm and Get

13 pack

[45]
15. If asked your customer are satisfied with the competitor
product?
A. satisfied (36) B. Highly Satisfied (16)
C. Dissatisfied (12) D. Not satisfied nor dissatisfied (40)
E. Can’t say (21)

16. Any suggestion do you have fore Bikaji?

Suggestion No of Suggestion No of
shopkeeper shopkeeper
Replacement 58 Availability of1kg pack 20
Display stand 80 Sign board 15
Personal outlay 38 Any scheme for 28
Retailer
POP adds 46 Increases in 7
commission
More spicy 3 No change 14

[46]
BIBLIOGRAPHY

1. MARKETING RESEARCH
- C.R. Kothari, Research Methodology:
Methods and Techniques, Wiley Eastern, New Delhi, 1985.

2. MARKETING MANAGEMENT
- Philip Kotler & Armstrong, Principles of Marketing,
Prentice Hall; 9th edition (September 2001)

3. WEBSITES
 http://www.india9.com/i9show/Bikaneri-
Bhujia-58867.htm
 http://www.uniquefragrances.com/bikaji.htm
 www.bikaji.in

4. BOOKLETS, CATALOGUES & LEAFLETS

- Shivdeep Foods Pvt. Ltd. (Bikaji Bhujia)

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