St. Joseph'S Degree College: G.Kiran Kumar

S.J.D.
C PROJECT REPORT
2010-2011
A STUDY ON CONSUMER PREFERANCE TOWARDS
PARACHUTE COCONUT OILS
PROJECT REPORT SUBMITTED IN PARTIAL FULLFILLMENT
FOR THE AWARD OF
BACHELOR OF BUSINESS MANAGEMENT
BY
G.KIRAN KUMAR
UNDER THE GUIDENCE OF
Mr. K. VISWESWARA REDDY M. A (Eco)
Department of Management studies
ST. JOSEPH’S DEGREE COLLEGE

KURNOOL.
AFFILIATED
TO
SRI KRISHNADEVARAYA UNIVERSITY

ANANTAPUR
2010-2011
Dept of Management Studies

S.K.U
S.J.D.C PROJECT REPORT
2010-2011
DECLARATION
I, the undersigned here by declare that this report entitled
“A STUDYON CONSUMER PREFERANCE TOWARDS

PARACHUTE COCONUT OILS”, and this project is
submitted to St.Joseph’s Degree College, affiliated to SRI
KRISHNADEVARAYA UNIVERSITY, ANANTAPUR, is
drafted by me & is original work of my own.
Place: Kurnool
Date:
G.KIRAN KUMAR

S.K.U
2010-2011
HISTORY OF MARICO
The history of Marico can be traced all the way back to 1857, when a young man Kanji
Moorarji, set up a modest trade in spices which, in time, grew to include other export
worthy commodities. This firm's success gave birth to The Bombay Oil Industries in
1948; set up to convert the traditional buying strengths of the firm in the commodities
areas, to value added manufactured products.
At first Bombay Oil was involved in copra trading besides crushing and refining of
vegetable oils. Gradually, the company established itself firmly as a marketeer of
branded vegetable oils and later expanded into fatty acids, specialty chemicals and
spice extracts.
In 1983, Bombay Oil divisionalised its operations to create three Businesses: a

Consumer Products Division; a Fatty acids and Chemicals Division and an Oleoresins
Division, also called the Spice Extracts Division.
In 1990, Bombay Oil again restructured itself to form several companies, each focusing
on a specialised area of business. In April 1990, the Consumer Products Division became
Marico.
To understand how far Marico has come, all you need to do is take a look at what we
inherited.
To understand how far Marico has come, all you need to do is take a look at what
we inherited.

S.K.U
2010-2011
MR. HARSH MARIWALA, M.D.,
A Bachelor of Commerece from Sydenham College, Bombay, and Mr.Harsh
Mariwala has spent 26 years managing the business. Mr.Harsh Mariwala developed
the Consumer Products business in Bombay Oil Industries and functioned, as its
Executive Director from 1980-1990
In 1990 he took over as Managing Director of Marico Industries Limited.
Mr. Harsh Mariwala is anactivedirector on the boards of other companies like
Unichem Laboratories Ltd., Kotak Mahindra Asset Management Company and
Cadbury India Ltd. He is also Chairman of the Consumer Goods Committee of
FICCI (2000-01).

S.K.U
2010-2011
CORPORATE
8 brands, 3 market leaders, 5 factories, 28 depots, 3400 distributors, 1.4 million
retail outlets. The description of a true blue chip. Marico Industries Ltd., India's
homegrown Fast Moving Consumer Goods (FMCG) Company has come a long
way. From a typically family owned business, we have successfully transformed
ourselves into a professionally managed and focused consumer products
company. We have grown from 2 brands to 8, from 2 manufacturing units to 5
factories, supported by several sub-contract manufacturers
The formation of Marico, in 1990, as a separate company, accelerated our
endeavour to build a unique, high-spirited, flexible, yet stable enterprise.
Marico has, over the years, built for itself a stimulating work culture that
empowers its people, promotes team building and encourages new ideas.

S.K.U
2010-2011
MARICO YESTERDAY (1991)
MARICO TODAY (2005)
* A sales turnover of Rs. 1.1 billion

* A sales turnover of Rs. 7.5 billion
* Two products with brand names - Parachute and Saffola 8 Brands, 3 of which
are Market Leaders.
* Two factories - a coconut oil plant at Sewree, Bombay and a sunflower

refining plant (which has been shut down since) at Mazgaon, Bombay.
* 5 Factories and sub - contract facilities.
* Around 400 employees representing the blue collared work force, staff and
managers.
* A total strength of around 1000 members
With the aim to make Marico the best and the desire to provide consumers
more than they asked for, the erstwhile Consumer Products Division has indeed
come a long way.

S.K.U
2010-2011
STRUCTURE
A Flat Structure: At Marico, we are an organisation, which is flat with only

five levels of reporting between the Managing Director and an operator on the
Shopfloor.
We believe that a flat structure helps us in being more responsive to the

environment while providing enriched roles for our members. Our structure
defines clear roles and supporting relationships but is by no means rigid.
Keeping in mind the fast and ever changing business environs, Marico's
structure is dynamic and constantly evolving.
Profit Centres: As Marico grew, the need was felt to reorganize the business
further. The focus was to drive additional growth and the idea of reorganizing
ourselves around value chains led to the birth of Profit Centres in 1998.
What it has done for us: The creation of Profit Centres has led to higher
business orientation, improved inter-functional coordination and has ensured
that our organisation structure supports our overall Company Strategy and
Business Direction. Each Business Unit has a Business Head supported by a
team of professionals

S.K.U
2010-2011
R&D at Marico
A Human Interface:
The backbone of any progressive organisation that constantly evolves and
redefines itself is its R&D team. And the backbone of any R&D team is its
potential to gather consumer insight and find path-breaking means to implement
this insight. At Marico, our R&D centre is not only equipped with the latest
gizmos but also with the talent to bring a human 'consumer' interface to their
work. Ten thousand sq. ft. area is dedicated to research activities, which houses
various laboratories with state of the art equipment for product and packaging
innovations.
People: Our R&D team includes scientists from diverse fields. Product and
packaging innovation teams comprise oil technologists, microbiologists,
nutritionists, pharmacists, statisticians, process engineers, packaging designers &
technologists, cosmetologists and analytical chemists.

S.K.U
2010-2011
At Marico, Brand Equity is continuously reinforced by path breaking insight.

Innovations made, keeping in mind the standards that you set for your family.
And when insight is translated into our products, they become a standard that
raises quality expectations in the market place.
All our brands have gone beyond being mere packaged products to becoming
apart of everyday living.
We have also gone that crucial step further. We are of a mindset that places a
premium on the maxim "products are what corporations make, brands are what
consumers buy". And this line of thought has been backed up by constant
financial support, critical to ensuring success in a competitive marketplace. The
Result…. success stories like Parachute, the definitive brand amongst coconut
oils, and Saffola, a synonym with preventive health care. At Marico, each of our
brands has a unique success story to tell. We'd rather you read it yourselves.

S.K.U
2010-2011
We are amongst the largest Fast Moving Consumer Goods companies in India
(Turnover- Rs 7.5 billion during the year ended March 2005) with the talent
and resulting repute for launching and sustaining some of the most respected
consumer brands in India.
We own well-known brands such as Parachute, Parachute Lite, Parachute
Jasmine, Parachute Dandruff Solution, Marico’s Hair & Care, Revive (Instant
Cold Water Starch and Spray Starch), Mediker, Oil of Malabar, Saffola,
Saffola Corn-Kardi blend, Saffola Healthy Heart Salt, Sweekar, refined
Sunflower Oil and refined Soya Oil, and the Sil range of processed foods.
A Consumer focused organisation, we select our business opportunities
carefully and strive to reach our internal goals of innovation and excellence.
We also thrive on the fact that our competition comes from national and multi-
national companies.
Marico is run completely by professionals with only Harsh Mariwala rep-
resenting the founding family. Consumer insight continues to be the key force,
enabling us to pre-empt consumer needs and satisfy them. Thanks to this
insight, Marico is energetically pursuing new business opportunities and
tapping new markets with relevant brand extensions.
The learning over the years has helped Marico evolve a business model for
itself. Our model centres around remaining focused, building and leveraging
our brand strength and distribution network. The entire turnover of the
company comes from branded products. Choosing to shun trading in the
underlying commodities, organisational energies are invested in areas where
the potential for value-add is high

S.K.U
2010-2011
What does Parachute stand for today?
Parachute is premium edible grade oil, a market leader in its category.

Synonymous with pure coconut oil in the market, Parachute is positioned on
the platform of vital nourishment today. From a loosely available
commodity to a path-breaking brand, Parachute pioneered the switch from
coconut oil sold in tins to plastic. Parachute is also available in pouch packs,
to service the rural sectors, increasing penetration. The positioning of
Parachute has evolved over time. From the initial stand of purity to that of
clarity to the 'Coconut Dream' theme, with a new look and logo, to today's
positioning of vital nourishment. The Coconut Dream logo is seen as an
opportunity to transform Parachute from being the largest coconut oil brand
into a mega brand with several value added products under the 'Coconut
Goodness' umbrella.

S.K.U
2010-2011
Our consumers:
Parachute's primary target has been women of all ages. The brand has a huge
loyalty, not only in the urban sections of India but also the rural. Parachute has
several brand extensions, each filling existing need gaps, acquired from consumer
insight.
Contributors to Parachute's success:

The quality of the product has contributed to its lasting success. The consistency,
with which Parachute has delivered, ensures consumer loyalty and trust in the
brand. Innovations-in the bottle too, whether from the aspect of user-friendliness or
aesthetics have and continue to help Parachute grow. One of the first brands to
utilise mass communication, Parachute used the 'caring' platform with the 'mother -
daughter' theme to underline the message that this was a brand handed down from
and to generations. The new look and logo have helped attract the youngsters of
today.

S.K.U
2010-2011
What does Parachute Jasmine stand for today?
Parachute Jasmine is perfumed coconut hair oil. It is non-sticky and has the
lingering fragrance of Jasmine and nourishes hair to keep it healthy and beautiful.
Evolution:
With consumer insight, it was felt that there was a need for an oil with fragrance.
That there are people who already used oil but would like it more with an added
fragrance. With Parachute Jasmine, the consumer can now have oil which has the
fragrance of Jasmine without compromising on the nourishment that coconut oil
embodies.
Our consumers:
Parachute Jasmine is primarily targeted at women who wish to have and use
perfumed oil which is non-greasy and nourishing
Contributors to Parachute Jasmine's success:

Having been launched recently, the Initial response has been encouraging

S.K.U
2010-2011
What does Parachute Lite stand for today?

Parachute Lite is a non-greasy hair oil. The only non-sticky oil with the added
benefits of coconut milk proteins, it washes off easily while leaving hair
nourished.
Evolution:
There was a need for oil that would provide easy and non-greasy care for daily
use. But with the quality and goodness of oil retained. Parachute offered a solution
with Parachute Lite which combined the goodness of coconut oil with
convenience.
Our consumers:
The primary target of Parachute Lite is women who wish to have the reassurance
of coconut oil without the inconvenience those greasy oils cause.
Contributors to Parachute Lite's success:

It is modern light oil with the nourishment of coconut and meets the need of the
times. The new look and logo have helped attract the youngsters of today.

S.K.U
2010-2011
What does Parachute Dandruff Solution stand for today?
Parachute Dandruff Solution is positioned as the most effective solution for

dandruff available in the market today. Unlike the commonly accepted product for
solving dandruff problems -Anti Dandruff Shampoos, Parachute Dandruff
Solution Coconut Hair Oil is a natural solution for addressing dandruff problems.
Its unique formulation with Tea Tree Oil, Neem, Lernon and other active
ingredients assure that the solution is effective, yet gentle.
Our Consumers:
Our primary target is women between the age group of 20 - 25 years and the
secondary target are men between the age group of 15 - 35 years. People who
suffer from Dandruff and also those who already are coconut oil users.
Contributors to Parachute's Dandruff Solution:
Dandruff is one of the largest need gaps in the market today. Establishing
Parachute extensions that will address this problem is one of the opportunities that
Parachute has today. We also have the "first mover advantage" in this segment.

S.K.U
2010-2011
OBJECTIVES
 To know how for consumer purchase decisions are influenced by the
advertisements of parachute coconut oils
 To know about the satisfaction level of consumers with regard to parachute
coconut oils
 To know the consumers preferences towards parachute coconut oil.
 To know the consumer perception towards the price of parachute coconut
oil.

S.K.U
2010-2011
RESEARCH & METHODOLOGY
"TO MANAGE THE BUSINESS WELL IS TO MANAGE ITS FUTURE AND

TO MANGE THE FUTURE IS TO MANGE INFORMATION"
To collect the information, marketing research is to be done. Marketing

Research has been defined as "THE SYSTEMATIC GATHERING, RECORDING
AND ANALYSING OF DATA ABOUT PROBLEMS RELATING TO
MARKETING OF GOODS & SERVICES FROM PRODUCER TO CONSUMER"
-- BY AMERICAN MARKETING ASSOCIATION
DATA SOURCES:
There are two sources of collecting data

* Primary Source
* Secondary Source
In the survey being conducted both primary& secondary source of data has been
used in the collection of relevant information.
SECONDARY DATA :
Secondary Data is the data that is collected for another purpose and already
exisists somewhere. Data pertaining to company is collected from companies
website and companies catalogues. The company profile gives a detailed report of
the information.

S.K.U
2010-2011
PRIMARY DATA:
Primary Data are those collected specifically by or for the data
users. Primary Data gathered for a specific purpose or for a specific research
report.
A questionnaire was used as a tool for the systematic collection

of relevant information. A well structured questionnaire consisting of 13 sample
questions has been prepared and directed to respondents.
The questionnaire prepared consists of closed-end questions which

include dichotomous, multiple choices and rating scale type of questions. The
closed - end questions are very easy to answer. From the questionnaires responded
by the respondents the relevant data regarding the market, product, competition,
customer awareness and preference is gathered.
SAMPLING PLAN
* Sampling Unit: Students, Working Women & Men, House Wives

* Sampling Size: 100
* Sampling Procedure: Stratified Random Sampling method is Chosen.

S.K.U
2010-2011
LIMITATIONS
 Time factor is the main limitation for the study, as the project was restricted
to 2 weeks.
 The methods used in this project are "Stratified Random Sampling Method"
and results obtained may not be fully accurate and believable.
 The whole project research was confined only to Kurnool City.
 The analysis is purely based on answers, information and reactions of

respondents, which may involve loss of actual information due to deliberate
manipulation of the reactions or even barrier of communication.
CONCLUSIONS

S.K.U
2010-2011
 From the survey conducted it can be concluded that many of the

respondents are from middle class.
 From the survey conducted it can be concluded that main source of
awareness for the respondents was advertisements.
 From the survey conducted it can be concluded that most of the
respondents have gone for parachute coconut oils.
 From the survey conducted it can be concluded that the main reason
which made the respondents go for parachute coconut oils was the aspect of
quality and they are satisfied with it.
 From the survey conducted it can be concluded that majority of the
respondents arc influenced by the advertisements of parachute coconut oils.
 From the survey it can be concluded that majority of the respondents
are satisfied with the bottle packing of parachute coconut oils.
 From the survey conducted it can be concluded that majority of the
respondents rate the price of parachute coconut oils as moderate.
 From the survey conducted it can be concluded that the majority of
the respondents satisfaction level towards the product is 100%.
SUGGESTIONS
S.K.U
2010-2011
• As many of the respondents are from the middle class, the

company should try to cover all the people of this class.
• The company should also try to add many more varities to
satisfy its exisisting customers and to attract new customers.
• The advertisements should be made more effective by creating
a theme, touching all the consumers.
• As the major source of awareness is the advertisements, the
company should try to make the advertisements more effective so as to reach all
the consumers.
• As many of the consumers go for a purchase of once every
month, the company can go for effective schemes and offers and can try to
attract the consumers to go for more purchases.
• The company should try to enhance the quality under more by
maintaining the same basis so as to maintain the customer and to attract many
more consumsers.
• The company should try and also enhance to attract many more
new consumers.
• The company can go for other media like hoardings, posters,
banners etc.,
• The company should try to make all the consumers aware of all
the varities of parachute coconut oils range to increase its sales.
• The packing can also be enhanced to attract many more new
consumers.
INCOME LEVELS OF THE RESPONDENTS

S.K.U
2010-2011
INCOME LEVEL No. Of Respondents % Of respondents

Below 5,000 30 30
5000-10000 30 30
10000-15000 25 25
Above 15000 15 15
Source: Questionnaire
DESCRIPTION:
From the above table it is clear that the family income of below Rs.5000
and in between Rs.5000-10000, of the respondents occupy 30% each, 25% of
the respondents having the family income of Rs10000-15000 and the rest 15%
of the respondents are having above Rs.15000.
30
25
20 30
30 25
15
10
15
5
0
below 5000 5000-10000 10000-15000 above 15000
Fig: Income levels of the respondents
AWARENESS TOWARDS VARIOUS BRANDS OF COCONUT

OILS

S.K.U
2010-2011
BRAND NAME No. Of Respondents % Of Respondents

Parachute 45 45%
Nihar 37 37%
Shalimar 04 4%
Eta 14 14%
DESCRIPTION:
From the above table it is clear that 45% of the respondents are
aware of Parachute coconut oils and 4% are aware of Shalimar, 37% of the
respondents are aware of Nihar and 14% of the respondents are aware of Eta.
45
50
37
40
30
20 14
10 4
0
parachute nihar shalim ar eta
Fig: Awareness towards various brands of coconut oils
SOURCES OF AWARENESS
S.K.U
2010-2011
SOURCE No. Of Respondents % Of Respondents

Ads 50 50%
Friends 25 25%
Relatives 15 15%
Others 10 10%
DESCRIPTION:
From the above table it is clear that 50% of the respondents are aware
by the means of ads, 25% of them are aware through friends, 15% are aware
from relatives and the rest 10% are from others.
50
50
40
25
30
15
10
20
10
0
ads friends relatives others
Fig: Sources of Awareness
PERCENTAGE OF PEOPLE USING PARACHUTE

COCONUT OIL

S.K.U
2010-2011
TRAIL No. Of Respondents % Of Respondents

YES 84 84%
NO 16 16%
DESCRIPTION:
From the above table it is clear that 84% 0f the respondents adopted
parachute coconut oil and the rest 16% didn’t.
no, 14
yes
no
yes, 86
Fig: Percentage of people using parachute coconut oil
FACTORS INFLUENCING PURCHASE OF PARACHUTE

COCONUT OIL
ASPECT No. Of Respondents % Of Respondents

S.K.U
2010-2011
Price 30 30%
Quality 24 24%
Brand image 26 26%
Quality & Brand image 11 11%
Others 09 9%
DESCRIPTION:
influenced to buy parachute coconut oil is price, 24%, 26% of them influenced
by quality, brand image respectively, 11% of them are influenced are by both
quality and Brand image, and the rest 9% influenced by other factors.
35
30
25
20
15 30
24 26
10
5 11 9
0
price quality brand im age quality&im age others
Fig: Factors influencing purchase of parachute coconut oil
QUANTITY PURCHASE
QUANTITY No. Of Respondents % Of Respondents

50ml 3 3%

S.K.U
2010-2011
100ml 5 5%
200ml 40 40%
500ml 52 52%
DESCRIPTION:
From the above table it is clear that only 3% of the respondents are
purchasing 50ml, 5% of the respondents are purchasing 100ml, 40% of the
respondents are purchasing 200ml and 52% of the respondents are purchasing
500ml.
52
60
40
50
40
30
20
3 5
10
0
50m l 100m l 200m l 500m l
Fig: Quantity purchase
SATISFACTION OF THE CUSTOMERS REGARDING

DIFFERENT TYPES OF PACKING

S.K.U
2010-2011
PACKING No. Of Respondents % Of Respondents

Bottle pack 88 88%
Refil pack 6 6%
Bubble pack 6 6%
Tin pack - -
DESCRIPTION:
From the above survey table it is clear 88% of the respondents are
using bottle pack, 6% of the respondents are using refill pack, 6% of the
respondents are using bubble pack and none of the respondents are using tin
pack.
100 88
80
60
40
20 6 6
0
bottle pack refill pack bubble pack
Fig: Satisfaction of the customers regarding different types of packing
LEVEL OF SATISFACTION
LEVEL No. Of Respondents % Of Respondents

High 90 90%

S.K.U
2010-2011
Low 8 8%
Medium 2 2%
DESCRIPTION:
From the above table it is clear that 90% of the respondents’ rate
parachute coconut oils as highly satisfied, 8% of the respondents’ rate parachute
coconut oil as low and 2% of the respondents’ rate parachute coconut oil as
medium.
90
100
80
60
40 8 2
20
0
high low m edium
Fig: Level of satisfaction
AWARENESS OF PARACHUTE RANGE OF COCONUT OILS

S.K.U
2010-2011
AWARENESS No. Of Respondents % Of Respondents

YES 76 76%
NO 24 24%
DESCRIPTION:
aware of parachute product range and 24% of the respondents are not aware.
no
yes
no
yes
Fig: aware of product range of parachute coconut oils
PREFERENCE TOWARDS VARIOUS BRANDS OF

PARACHUTE COCONUT OILS
VARIETY No. Of Respondents % Of Respondents

S.K.U
2010-2011
Parachute coconut oil 56 56%

Parachute jasmine 24 24%
Parachute lite 12 12%
Parachute enrich 8 8%
DESCRIPTION:
aware of parachute coconut oil and 24% of them are aware of parachute
jasmine, 12% of them are aware of parachute lite and 8% of them are aware of
parachute enrich.
56
60
50
40
24
30
12
20 8
10
0
coconut oil jasm ine lite e nrich
Fig: Preference towards various brands of parachute coconut oils
INFLUENCE OF ADVERTISEMENTS
IMPACT No. Of Respondents % Of Respondents

S.K.U
2010-2011
YES 84 84%
NO 16 16%
DESCRIPTION:
From the above table it is clear that 84% of the respondents are very
much influenced by the advertisements of parachute coconut oils and 16% of the
respondents are not satisfied with the advertisements.
84
100
80
60 16
40
20
0
yes no
Fig: Influence of advertisements
PROJECT GUIDE CERTIFICATE

S.K.U
2010-2011
K.JITENDER GOUD, a final year B.B.M., student of St.Joseph’s
Degree College, Kurnool in partial fulfillment for the award of Degree of
Bachelor Of Management, has done his project certified “A STUDY ON
CONSUMER PREFERENCES TOWARDS PARACHUT COCONUT
OILS” under my guidance. All the details collected & furnished by him are
true & original to my knowledge.
Place: KURNOOL
Date:
Mr.VISHWESHWARA REDDY

S.K.U
2010-2011
ACKNOWLEDGEMENT
I JITENDER GOUD, very sincerely acknowledge my

gratitude and honestly express my thankfulness to my teacher,
critic and guide Mr.VISHWESHWARA REDDY, who has given me
a continuous encouragement to carry out this project successfully
Iam also thankful to Ms. SHOWRILU REDDY, the prin-

cipal of St.JOSEPH’S DEGREE COLLEGE, who has contributed
dedicated efforts in administrating the college with strict discipline.
I am thankful to our lecturers Mr. G.RAVINDRANTH,

Mr. R.LEELAMBESWAR SINGH, Mr.RAJASEKHAR, and all
the lectures of the commerce department for their valuable suggestion
and inspiration given for successful completion of this project.
Finally I record my indebtedness to my beloved friends

G.THARUN KUMAR, K.VEERA PAVAN KUMAR who have given
their constructive support for successful completion of this project in
time.

S.K.U
2010-2011
CONTENTS
CHAPTER-1
COMPANY PROFILE
CHAPTER-2
PRESENT STUDY
OBJECTIVES
RESEARCH & METHODOLOGY
LIMITATIONS
CHAPTER-3
FINDINGS & ANALYSIS
CHAPTER-4
CONCLUSIONS
CHAPTER-5
SUGGESTIONS
CHAPTER-6
QUESTIONNAIRE
CHAPTER-7
BIBLIOGRAPHY

S.K.U
2010-2011
ACCOLADE
 National HRD Award received in 1994
 National Award for outstanding work in HRD, National

HRD Network, 1994
 Amity Award received by Marico (Kerala) in 1996
 Innovative practices- HR Award (Asia pacific

Conference) in 1998
 Top Performing Global Growth Company from India at

the world Economic Forum, 1997

S.K.U
2010-2011
COMPANY
PROFILE

S.K.U
2010-2011
OBJECTIVES

S.K.U
2010-2011
RESEARCH
&
METHODOLOGY

S.K.U
2010-2011
LIMITATI
ONS

S.K.U
2010-2011
FINDINGS
&
ANALYSIS

S.K.U
2010-2011
CONCLUSI
ONS

S.K.U
2010-2011
SUGGESTIONS

S.K.U
2010-2011
QUESTIONNAI
RE

S.K.U
2010-2011
BIBLIOGRAPHY
QUESTIONNAIRE
Hai ! I am Jeethender Goud, doing B.B.M in St. Joseph’s Degree College,

Kurnool. As a partial fulfillment of my course, I am doing a project titled “A
STUDY ON CONSUMER PREFERNCE TOWARDS PARACHUTE
COCONUT OILS”. Will you please take a few minutes to answer some
questions. I assure that your answers will be kept confidential.
Name :

S.K.U
2010-2011
Age :
Occupation :
Family size :
1. Family monthly income [ ]
(a) Below 5000 (b) 5000-10000 (c) 10000-150000 (d) Above 15000
2. Which of the following coconut oils are you aware of? [ ]
(a) Parachute (b) Nihar (c) Eta (d) Shalimar
3. Are you aware of parachute coconut oils? Yes/No __________
4. How did you come to know about that brand of parachute coconut oils?
(a) Friends (b) Relatives (c) Advertisements (d) Others [ ]
If others specify____________.
5. Do you use parachute coconut oil? Yes/ No _____________
6. What made you to go for parachute coconut oil? [ ]
(a) Price (b) Quality (c) Brand Image (d) Others
If others specify____________.
7. The Purchase Rate [ ]
(a) Fortnight (b) Once in a month (c) Twice a month (d) weekly
If more specify _______________.

S.K.U
2010-2011
8. How much quantity do you purchase? [ ]
(a) 50ml (b) 100ml (c) 200ml (d) 500ml
9. Which of the following packing satisfies more? [ ]
(a) Bottle Pack (b) Refill Pack (c) Bubble Pack (d) Tin Pack
10. Do you think that you spend right price to your product?
{Yes/No}_________
11. Are you satisfied with your product?
{Yes/No}__________
12. Rate the percentage of satisfaction [ ]
(a) Highly satisfied (b) Satisfied (c) Up to some extent (d) Not satisfied
Respondents
signature
by
Jeethu
***********Thanking You************

S.K.U
2010-2011
BIBLIOGRAPHY
 Sri Lakshmi Venkateswara Traders
(Distributors for Marico products)
 Website : www.maricoindia.com
 Marketing Management (C.N.Sontakki)
 Consumer Behavior (Suja.R.Nair)
ESTD : 1948 STD-08518
SHOP-40807
RESI-20250
Sri Lakshmi venkateswara traders

S.K.U
2010-2011
Props: KATTA TIPPAIAH SONS

68-20, M.H. ROAD, Near Hazira Degree College, Kurnool-518001
DATE:
TO WHOM SO EVER IT MAY CONCER
This is to certify that G.KIRAN KUMAR of St. Joseph’s Degree College,

Kurnool in partial fulfillment for the award of Degree of Bachelor of Business
Management, has done his project report entitled “A STUDY ON CONSUMER
PREFERENCE TOWAREDS PARACHUTE COCONUT Oils”
was conducted satisfactorily.
He was sincere in his work and we wish him all the success in the future.
SIGNATURE:

S.K.U

St. Joseph'S Degree College: G.Kiran Kumar

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St. Joseph'S Degree College: G.Kiran Kumar

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S.J.D.

A STUDY ON CONSUMER PREFERANCE TOWARDS

PARACHUTE COCONUT OILS

PROJECT REPORT SUBMITTED IN PARTIAL FULLFILLMENT

FOR THE AWARD OF

BACHELOR OF BUSINESS MANAGEMENT

ST. JOSEPH’S DEGREE COLLEGE

SRI KRISHNADEVARAYA UNIVERSITY

Dept of Management Studies

I, the undersigned here by declare that this report entitled

“A STUDYON CONSUMER PREFERANCE TOWARDS

Dept of Management Studies

In 1983, Bombay Oil divisionalised its operations to create three Businesses: a

Dept of Management Studies

MR. HARSH MARIWALA, M.D.,

A Bachelor of Commerece from Sydenham College, Bombay, and Mr.Harsh

Executive Director from 1980-1990

In 1990 he took over as Managing Director of Marico Industries Limited.

Mr. Harsh Mariwala is anactivedirector on the boards of other companies like

Unichem Laboratories Ltd., Kotak Mahindra Asset Management Company and

Cadbury India Ltd. He is also Chairman of the Consumer Goods Committee of

Dept of Management Studies

8 brands, 3 market leaders, 5 factories, 28 depots, 3400 distributors, 1.4 million

way. From a typically family owned business, we have successfully transformed

ourselves into a professionally managed and focused consumer products

company. We have grown from 2 brands to 8, from 2 manufacturing units to 5

factories, supported by several sub-contract manufacturers

The formation of Marico, in 1990, as a separate company, accelerated our

endeavour to build a unique, high-spirited, flexible, yet stable enterprise.

Dept of Management Studies

MARICO YESTERDAY (1991)

MARICO TODAY (2005)

* A sales turnover of Rs. 1.1 billion

* Two factories - a coconut oil plant at Sewree, Bombay and a sunflower

* 5 Factories and sub - contract facilities.

* A total strength of around 1000 members

Dept of Management Studies

A Flat Structure: At Marico, we are an organisation, which is flat with only

We believe that a flat structure helps us in being more responsive to the

Dept of Management Studies

The backbone of any progressive organisation that constantly evolves and

potential to gather consumer insight and find path-breaking means to implement

packaging innovation teams comprise oil technologists, microbiologists,

nutritionists, pharmacists, statisticians, process engineers, packaging designers &

technologists, cosmetologists and analytical chemists.

Dept of Management Studies

At Marico, Brand Equity is continuously reinforced by path breaking insight.

Dept of Management Studies

Dept of Management Studies

What does Parachute stand for today?

Parachute is premium edible grade oil, a market leader in its category.

Dept of Management Studies

Contributors to Parachute's success:

Dept of Management Studies

What does Parachute Jasmine stand for today?

Contributors to Parachute Jasmine's success:

Dept of Management Studies

What does Parachute Lite stand for today?

Contributors to Parachute Lite's success:

Dept of Management Studies

What does Parachute Dandruff Solution stand for today?

Parachute Dandruff Solution is positioned as the most effective solution for