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1 ABOUT THE INDUSTRY

Indian society has traditionally been consuming butterfat Desi Ghee prepared from butter by heating, as a cooking medium of choice. However, this product has been in short supply for a long time due to numerous reasons. Therefore, the past few decades have witnessed an increasing dependence on the vegetables oil, and product derived from it. Unit the mid-seventies domestics production oils were sufficient to meet 75% of the domestic requirements. A high rate of growth in vegetable oil consumption afterwards due to population growth, increase in per capital income and decrease in real price of vegetable ghee, created a gap between production and demand. The share of imported oil and fat has the been increasing gradually to fill up this gap. Indias oil industry was nationalized and a public sector organization was created to run this industry. Since private sector has been allowed to emerge and grow. Most of the units were under the control of NDDB. At present 80% of the sector is under private being processed. Through some oil mills have acquired ISO 9000 certificate and some are passing through the implementation phase ISO 9000 standard, other still lag far behind. A lot more could be achieved from the occupational health and safety. The management is keep to undertake environment initiatives in many cases. Still, the awareness level in worker and line staff is dismally low, making the implementation of better in house management practice difficult. This However does not liberate management from the responsibility and the resulting consequence. The oil industry uses a variety of raw oils such as cottonseed oil, RBD soft and hard, polyolefin, soybean oil, rapeseed oil, sunflower oil and canola oil. The last five raw materials are used occasionally, either due to the shortage of the soybean supply, or because of specific requirement of the product. Cottonseed oil is refined bleached and deodorized oil with hydrogenation... Oil processing requires quite an intensive use of energy. It is due to the fact that for different processes and operation, different temperatures have to be maintained. The most common modus operating is to heat up water either to steam, or to higher temperature, and then to transfer the energy contained by this water to the material.

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1.2 HISTORY OF EDIBLE OIL

Cooking oil consists of edible vegetable oils derived from olives, peanuts, and safflowers, to name just a few of the many plants that are used. liquid at room temperature, cooking oils are sometimes added during the preparation of processed foods. they are also used to fry foods and to make salad dressing. People in many regions began to process vegetable oils thousands of years ago, utilizing whatever food stuffs they had on hand to obtain oils for a variety of cooking purposes. Early peoples learned to use the sun, a fire, or an oven to heat oily plant products until the plants exuded oil that could then be collected. the Chinese and Japanese produced soy oil as early as 2000 b.c. , while southern Europeans had begun to produce olive oil by 3000 b.c. in Mexico and north America, peanuts and sunflower seeds were roasted and beaten into a paste before being boiled in water; the oil that rose to the surface was then skimmed off. Africans also grated and beat palm kernels and coconut meat and then boiled the resulting pulp, skimming the hot oil off the water. some oils have become available only recently, as extraction technology has improved. corn oil first became available in the 1960s. cotton oil, watermelon seed oil, grape seed oil, and others are now being considered as ways to make use of seeds that were, until recently, considered waste. The first efforts to increase output were undertaken independently in china, Egypt, Greece, and Rome, among other places. using a spherical or conical stone mortar and pestle, vertical or horizontal millstones, or simply their feet, people began to crush vegetable matter to increase its available surface area. the ground material would subsequently be placed in sieves such as shallow, flat wicker baskets that were stacked, sometimes as many as 50 high. the matter was then pressed using lever or wedge presses. the Greeks and Romans improved this process by introducing edge runners to grind and a winch or screw to operate a lever press. their method was used throughout the middle ages. Refinements of this approach included a stomper press that was invented in Holland in the 1600s and used until the 1800s to extract oil, a roll mill invented by English engineer john smeaton in 1750 to crush vegetable matter more efficiently, and the hydraulic press, invented by joseph bramah in England. the first improved screw press was invented by v. d. anderson in the united states in 1876. his expeller (a trade name) continuously operated a cage press. when vegetable matter was placed in anderson's
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closed press, the resultant oil drained out of slots in the side. a screw increased the pressure through the cage toward a restricted opening. enhancements in grinding and pressing plant matter were followed by improvements in extracting the oil. in 1856, deiss of england obtained the first patent for extraction of oil using solvents, following experiments by jesse fisher in 1843. at first, solvents such as benzene were pumped through the material and drained through false perforated bottoms. later, bollman and hildebrandt of germany independently developed continuous systems that sprayed the material with solvent. both methods were eventually improved, and today solvent extraction is standard in the vegetable oil industry.

Cooking oil manufacture involves cleaning the seeds, grinding them, pressing, and extrading the oil from them. In extracting, a volatile hydrocarbon such as hexane is used as a solvent. After extracting, the oil is refined, mixed with an alkaline substance, and washed in a centrifuge. Further washing and refining follows, and then the oil is filtered and/or distilled. It is then ready for packaging. Over time extracting vegetable oils has become more and more efficient. the very earliest methods of pressing the vegetable matter probably obtained, at best, 10 percent of the oil available. on the other hand, more modern methods involving solvent extraction can extract all but. 5 to 2 percent of the oil.

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1.3 EDIBLE OIL INDUSTRY IN INDIA

The Indian vegetable oil economy is the worlds fourth largest after the US, China and Brazil, harvesting about 25 million tons of oilseeds against the world. Since 1995, Indian share in world production of oilseeds has been around 10 percent. Although, India is a major producer of oilseeds, per capita oil consumption in India is only 10.6 kg/annum which is low compared to 12.5 kg/annum in China, 20.8 kg/annum in Japan, 21.3 kg/annum in Brazil and 48.0 kg/annum in USA. Vegetable oil consumption has increased following a rise in household incomes and consumer demand. India imports half of its edible oil requirement, making it the worlds third-largest importer of edible oil. The country buys soya oil from Argentina & Brazil and palm oil from Malaysia & Indonesia. Currently, India accounts for 11.2 per cent of vegetable oil import and 9.3 percent of edible oil consumption.

Types of oils commonly use in India:

India has a wide range of oilseeds crops grown in its different agro climatic zones. Groundnut, mustard/rapeseed, sesame, safflower, linseed, Niger seed / castor seed are the major traditionally cultivated oilseeds. Soyabean and sunflower have also assumed importance in recent years. Groundnut, Soyabean and mustard together contribute about 85 percent of the countrys oilseeds production. Coconut is most important amongst the plantation crops. Efforts are being made to grow oil palm in Andhra Pradesh, Karnataka, Tamil Nadu in addition to Kerala and Andaman & Nicobar Islands. Among the nonconventional oils, rice bran oil and cottonseed oil are the most important. In addition, oilseeds of tree and forest origin, which grow mostly in tribal inhabited areas, are also a significant source of oils. Until 2002, the olive oil sector in India was predominantly unorganized. The olive oil industry in India is small and largely people use it more for cosmetic purposes than for cooking. Today Indians are moving to better cooking mediums like Olive oil for health and wellness reasons. Olive Oil has always been placed somewhere between food and medicine and the biggest challenge is to educate Indian consumers on the benefits of olive oil as a cooking medium. Today, the domestic olive oil consumption is seen rising 25% annually.

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Production of Oilseeds in India:

India is one of the largest producers of oilseeds in the world and this sector occupies an important position in the agricultural economy and accounts for an estimated production of 28.21 million tones of nine cultivated oilseeds during the year 2007-08. India contributes about 6 -7% of the world oilseeds production. Net availability of edible oils from all domestic sources / Consumption of edible oils from Domestic and Import Sources: (Qty.in million tonnes) Oil Year
(Nov. - Oct.)

Net availability of edible oils from all domestic sources 8.31 7.37 8.42

Consumption of Edible Oils

(from domestic and import sources)

2005-2006 2006-2007 2007-2008 (estimated)

12.60 11.58 12.19

(Table: 1.1 Availability and Consumption of edible oil of all domestic sources 2005-06 To 2007-08)

Production of Cultivated Oilseeds during the last few years (Nov. -Oct.): (Qty.in million tonnes) Oilseeds Groundnut Rapeseed & Mustard Sesamum Soybean Sunflower Safflower Niger Linseed Castor Total 2007-2008
(estimated)

2006-2007

2005-2006

7.29 7.06 0.73 9.45 1.12 0.22 0.11 0.13 1.04 27.16

4.86 7.44 0.62 8.85 1.23 0.24 0.12 0.17 0.76 24.28

7.99 8.13 0.64 8.27 1.44 0.23 0.11 0.17 0.99 24.98

(Table: 1.2 Production of Cultivated oilseeds sources 2005-06 To 2007-08) 5|Page

 Status of the Vegetable Oil Industry (as on April 2008):

Type of Vegetable Oil Industry Oilseed Crushing Units Solvent Extraction Units Refineries attached with Vanaspati Units Refineries attached with Solvent Units Independent Refineries Total Refineries Vanaspati Units

No. Of Units 1,50,000 779 127 225 585 937 268

Annual Capacity
(Lakh MT)

Average Capacity Utilisation 10-30% 33% 45% 29% 36% 37% 19%

425
(In terms of Seeds)

419
(In terms of Oil-bearing Material)

51
(in terms of oil)

37
(in terms of oil)

35
(in terms of oil)

123
(in terms of oil)

58
(in terms of Vanaspati, Bakery Shortening & Margarine)

(Table: 1.3 Vegitable oil industry)

Market Trends:
India is the worlds fourth largest edible oil economy, after USA, China and Brazil, with 15,000 oil mills, 711 solvent extraction units, and 264 Vanaspati plants; and over 1,000 refineries employing more than one million people. The total market size is at Rs. 600 billion and import-export trade is worth Rs.130 billion. India being deficient in oils has to import 40% of its consumption requirements. The domestic turnover of the vegetable oil industry is Rs.70,000 crores and importexport turnover of about Rs.16,000 crores per annum, consist of Rs.10,000 crores for import of edible oils & Rs.6,000 crores for export of oil meals, oilseeds castor oil, groundnut oil & vegetable fats of tree borne oilseeds. India's edible oil industry is growing at an compounded annual growth rate (CAGR) of 90 per cent. By rationalizing the import duty, the growth rate of sector may rise up to 150 per cent by 2010. The total size of the olive oil market in India is around 4 million euro in terms of value and 2,000 tones in terms of volume, out of which Spanish companies command a share of about 60%.

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 Currently, India accounts for 7.4% of world oilseeds output; 6.1% of world oil meal production; 3.9% of world oil meal export; 5.8% of world vegoil production; 11.2% of world vegoil import; and 9.3% of the world edible oil consumption. India consumes over 4.5 million tons Palm Oil and other Palm Oil Products per annum, while domestic production of Crude Palm Oil in India is hardly 60,000 tons per annum and rising very slowly.

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1.4 MARKET PLAYERS

Competitor sales their product against the competitors. To count the whole market they provide the good quantity and good quality of product at the minimum price. All the competitors wants to sale their product in this competitive market first they adopted the competitive market strategy to sale the more product & create the permanent market. GRSL Has also face competitor in spite they also develop their Company in rich manner as far as competitor concerned. Gokul Refoils faces many major competitor in the market i.e. Vimal Oil, National Dairy Development Board (Anand), ITC Agro-Tech (Secunderabad), Marico Industries (Mumbai), Ahmed Mills (Mumbai), Hindustan Lever (Mumbai) etc

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2.1 GENERAL INFORMATION

Gokul Refoils and Solvent Limited (GRSL) is one of the leading FMCG Companies of India with international presence, dealing in edible oils such as Soya bean oil, Cottonseed oil, Palm oil (Palmolein), Sunflower oil, Mustard oil, Groundnut oil, Vanaspati and Industrial oils such as Castor Oil. It is an ISO 22000:2005 certified company with a wide customer base spread globally. Today, GRSL stands as a Multinational conglomerate with its subsidiaries located strategically at key world business centers. To facilitate its international trading operations it has set up offices in Singapore and Mauritius. Its extensive marketing and distribution network helps it to reach the customers in 20 states in India. GRSLs industrial products viz. castor oil, de-oiled cakes etc. has established a loyal customer base in various countries across continents. The company supplies products to United States, South Korea, European Union, China, Singapore, Indonesia, Malaysia and Vietnam. The Company owns four production plants equipped with latest equipment and technology in the states of Gujarat and West Bengal in India. Their proximity to ports and connectivity with major rail/road networks not only ensures uninterrupted supply of raw materials with cost effectiveness but also facilitates extensive distribution of our production domestic and international markets at optimal supply chain cost.

Growth and phenomenon:

GRSL with its effective business strategy kept establishing the production units consecutively with state-of-the-art complex machineries maintaining the growth structure in the posterior years. The highly integrated nature and strategic location of its manufacturing units provides the company a significant advantage over the unorganized players apart from effectively competing with the organized players. GRSL has maintained optimum levels of capacity utilization despite the constant increase in production capacities over the years. GRSL have annual capacity of approx 300000 MT in seed crushing, annual capacity of 975000 MT in refining and 675000 MT in solvent extraction.

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Strength of the company:

GRSLs biggest asset has always been its technically qualified and dedicated work force always striving to uplift the companys brand Image. The robust technical knowledge with strong ethics of employees creates a strong base for the company. It has in-house provisions to assist farmers in farming unsurpassed agro products by giving appropriate and timely advices. This ensures consistent inflow of high quality agro produce which helps GRSL deliver quality products to consumers.

Customer satisfaction:
The quality products are packed in moisture free cabins for a long lasting freshness. The packaging unit and its unique processes of packaging ensure pure and quality edible oils to the end consumers.

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2.2 HISTORY OF THE COMPANY

Mr. Balvantsing Rajput and Mr. Kanubai Thakkar started the unit under the name of Gokul Industries in year 1993 at the survey No. 375(2) at Sidhpur. Later on the unit had transformed in to a Private Ltd. Concern and subsequently to the Public Limited Company under the name of Gokul Refoils & Solvents Limited as the time passes. The company is engaged in producing Edible- Oil viz. Refined Oil and Unrefined Oil, De-oil Cakes and Solvent oil with initial production of 60 tones per day. Mr. Balvantsing Rajput and Mr. Kanubhai Thakar are foresighted businessmen, with a vision to lead the industry a far long way, sowed the seeds of this successful corporate at the later stages. From time to time the company improved their product with a view to making an image in the oil markets not only in the state but across the whole country and many parts of the world with the latest machinery and improved equipments. Its current production capacity is 400 Metric Tones. The company is mainly engaged in the business of producing and refining vegetable oil, solvent extraction and de-oiling. The network of the company has spread all over India and also exporting the De Oil Cakes to selected countries. Looking to the best management quality products, the company has been credited of certification of ISO 9001: 2000 Today, GRSL is a well established edible oil FMCG company standing among the top 5 position in the last 3 consecutive years and has bagged the prestigious SEA award for 7 consecutive years.

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2.3 COMPANY IDEOLOGY

Vision:
To become the most preferred and admired brand globally, through quality products and advanced technologies & processes, aimed at bringing immense delight to all the stakeholders.

Mission:
To reach every kitchen of Indian family by delivering best quality products with delicious taste. To become a true Indian MNC with Pan India presence and operations across the globe. To develop most preferred and admired edible oil brands in India. To create best value proposition to investors, vendors & society. To uphold the principles of Corporate Governance.

Core values:
Customer orientation: GRSL are always customer focused which builds trust, confidence and loyalty. We will deliver what the customer needs in terms of value, quality and satisfaction. Excellence: GRSL constantly strive to achieve the highest possible standards in our work and in the quality of the goods we provide. Integrity: GRSL conduct our business fairly, with honesty and transparency. We believe that our actions must stand the test of public scrutiny. Leadership: GRSL set new standards in our business and transactions and want to be an exemplar for the industry. Innovation: GRSL believe that innovation is the specific instrument of

entrepreneurship. It endows resources with a new capacity to create wealth.

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2.4 ADMINISTRATIVE DETAILS

Name of the firm Type

Gokul Refoils & Solvent Ltd. Public ltd. Gokul Refoils & Solvent Ltd. State Highway No 41, Nr. Sujanpur Patia, Sidhpur - 384151. Gujarat. INDIA

Address

Founded Size of unit Key people

1993 Large scale unit Mr. Balvantsing Rajput (head of the company) Mr. Kanubai Thakkar (M.D) Dr. Dipuda Divada Mr. Piyushchandra Vyas Mr. Karansingji Mahida Mr. Jayant Parimal

Bord of director

Auditor Industry Product Competitors Market share Website E-mail

M. /S. M. R. Pandhi & Associates, Ahmedabad. FMCG industry Edible Oil and Palm Oil Vimal Oil, National Dairy Development Board (Anand), ITC Agro-Tech ( (Secunderabad) etc. 40% www.gokulgroup.com mail@gokulgroup.com (Table: 2.1 Administrative details)

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2.5 LEADERSHIP
BOARD OF DIRECTORS: Mr. Balvantsinh Rajput, a resident Indian national is the Chairman and Managing Director of GRSL. He started as a commodity trader and has an experience of more than two decades in edible oil industry. He is involved in overall management, forming business strategy and implementing strategic initiatives of the company. Mr. Rajput articulated, designed and implemented the growth story of Gokul Refoils. His vision to produce products of great taste and purity and reach it to each and every kitchen has shown the path of success to the company. He is co-chairman of the Vegetable Oil Processing Committee constituted by Solvent Extractors Association of India (SEA). He is also associated with various Trade Associations.

Mr. Kanubhai Thakkar, a resident Indian national, is the Managing Director of GRSL. He too started as commodity trader about two decades back. He is actively involved in the business development activities and major expansion initiatives undertaken by the company. He has been conferred the honor of The Oil Man of the Year-2000 by Globoil India, one of worlds premier vegetable oil research organization. He is also the Chairman of Western Zone Solvent Extractors Association of India and office bearer of various committees like SEA international oil and Oil Meal Traders Council, SEA Imports Vegetable Oil Processors Council, SEA Castor seed and Oil Promotion Council.

Mr. Dinesh H Sharma is a Director of GRSL. He has experience of over fifteen years in the Edible Oil Industry. He is looking after legal and liaisoning functions of the company.

Dr. Dipuda Devada is an independent Director of the Company. She is a qualified Post graduate in Science & Education and a Ph.D. She is currently the Principal of Dada Dukhayal College of Education and a life member of the All India Association of Educational Research, Gujarat Ganit Mandal & Gujarat Statistical Association.

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Mr. Piyushchandra Vyas is an independent Director of GRSL. He is a qualified Graduate in Commerce and L.L.B. He is professionally well experienced having worked with SBI for 6 years as a Grade I Officer, with Gujarat Industrial Investment Corporations Ltd as Financial Controller for 17 years, Executive Director (Finance) with Gujarat State Police Housing & Corporation Limited for 5 years. He has also been associated with the Gujarat Chamber of Commerce as Dy. Secretary General and Indo American Chamber of Commerce as Secretary.

Mr. Karansinhji Mahida is an Independent Director of GRSL. He has rich experience of more than 30 years in Government and Government Corporations in various capacities. In addition to this he has served as an Additional Secretary to the Government of Gujarat.

Mr. Jayant Parimal is an Independent Director of GRSL. He has served as an IAS officer with Government of Gujarat and has experience of 20 years in the field of infrastructure and Public Administration.

MANAGEMENT TEAM: Mr. Hitesh Bhai Thakkar Mr. Praveen Khandelwal Mr. Prakash Agarwal Mr. Shrikant Shah Mr. Rajendra Khiani Mr. Joseph Chettiar Mr. Jayant Joshi Mr. Pankaj Shah Mr. Praveen Nehete (Chief Executive Officer) (VP Corporate Strategy) (Chief Financial Officer) (SVP Commercial) (VP Banking & Finance) (VP Exports) (VP Sales & Marketing) (VP I.T.) (VP Technical)
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2.6. BRAND AND PRODUCT PROFILE

GRSL has two major brands in edible oil category and these brands are available in different sizes. GRSL has developed the two brands Gokul and Zaika for nearly 2 decades. The company has also forayed in to the international market to the USA, South Eastern Countries (Thailand, Vietnam, Singapore, Malaysia), China, European Union and attained an overwhelming response. As a consequence, GRSL has become a trusted brand across the country and abroad. The two brands Gokul and Zaika encompass healthy cooking oil ranges full of flavor and quality. GRSL produces a range of refined cooking oils Palm Oil, Soya Bean Oil, Ground Nut Oil, Sunflower Oil, Mustard Oil, Cotton Seed Oil and Vanaspati Ghee catering to different categories of customers. Extensive market research on consumer taste preferences and consumer friendly packages are the origin of our consumer brands. The companys robust distribution chain and the market strategy has allowed it to penetrate into every house hold of India and it further aims to penetrate into the international market. From Television commercials, health camps to promotions informing consumers of the health benefits of its products, the Company has created strong brand recall and loyalty among every household.

Brand of the Company:

Gokul: ( is the Parent Brand of the Company.) Gokul Brand is a premium edible oil brand very well known in the country since GRSLs inception. It has been applauded for its purity, freshness and its superior quality by the loyal customers. The backdrop of the consumer preference and support has pushed the brand to the top five positions in the country. The Products available under Gokul brand are Mustard oil, Refined oils and Vanaspati. It is distributed to various depots and C&F Agents spread all across the country who make Gokul brand a grand success.

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Zaika: ( is a popular brand of Vanaspati in Northern India.) Zaika Brand is the mass brand of the company. Zaika Vanaspati is yet another product of GRSL with strong and reputed brand image and has been one of the preferred Vanaspati around the country. It is known for its purity, consistency and smell that it exudes. Zaika Vanaspati is distributed to various depots and C&F Agents spread all across the country.

Products of the Company:

Consumer product:
Refined Palm oil is an edible oil extracted from Quality Palm fruits. In 2008, global production of oils and fats stood at 160 million tonnes. Palm oil and palm kernel oil were jointly the largest contributor, accounting for 48 million tonnes or 30% of the total output. Of the 60.3 million tonnes of oils and fats exported around the world, palm oil and palm kernel oil make up close to 60%. Package Available: Pouches (500 ml and 1liter) Tins (15 liter and 15 k.g) Refined Soya Bean Oil is extracted from best Quality Soya Bean seeds. Of the total global edible oil production, Soya bean oil is the second largest contributor with 37 million tonnes (23%). About 38% of the oils and fats produced in the world were shipped across oceans. The main producers of soy are the United States (32%), Brazil (28%), Argentina (21%), China (7%) and India (4%). Package Available: Pouches (500 ml and 1liter) Tins (15 liter and 15 k.g) Bottles (500 ml and 1liter) Jerry Cans ( 5 liter and 15 liter)

(Table: 2.2 Consumer product of the company)

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 Cottonseed oil is extracted from the best quality seeds of cotton plant. Cottonseed oil ranks third in volume behind soybean and corn oil representing about 5-6% of the total domestic fat and oil supply. Cottonseed oil is a healthier edible oil and also has medicinal properties. Package Available: Pouches (500 ml and 1liter) Tins (15 liter and 15 k.g) Bottles (500 ml and 1liter) Jerry Cans ( 5 liter and 15 liter) Gokul Mustard oil is a healthy edible oil. It is produced from black mustard, brown Indian mustard and white mustard. Mustard oil is the third largest edible oil produced in the world after Soya bean oil and Palm oil. At a production level of 13-14 million tons, it accounts for about 12% of the total World's edible oil production. Package Available: Pouches (500 ml and 1liter) Tins (15 liter and 15 k.g) Bottles (500 ml and 1liter) Jerry Cans ( 5 liter and 15 liter) Vanaspati Ghee is a combination of hydrogenated refined oils, refined sesame oil and Vitamin A & D. It is stable, has a pleasant smell and taste, with nutritional values. Gokul and Zaika Vanaspati Ghee is manufactured in a modern multistage, hygienically controlled plant, under the supervision of highly technical personals. Package Available: Pouches (500 ml, 200 ml and 1liter) Tins (15 liter and 15 k.g) Jerry Cans ( 5 kg, 5 liter and 15 liter) many

(Table: 2.2 Consumer product of the company)

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Industrial product:
The GRSL produces Quality Castor oil. They are P.P.G. Grade Castor Oil, U.S.P./B.P. Grade Castor Oil, B.S.S. Grade Castor Oil. GRSL exports Castor Oil to various countries as The United States, South Korea, Europe, China, Singapore, Indonesia, Malaysia and European Union. India is the largest producer of Castor Seeds and Castor Oil in the world. Other top producing countries are China and Brazil. India contributes about 75-80% of world production of Castor seeds. Soya Bean De-Oiled Cake: GRSL Soya De-Oiled Cake is a free flowing coarse granular material, produced from cleaned soybean seeds after series of preparatory physical processes followed by multistage extraction. Soya Bean De-Oiled cakes are used as cattle feed. Soya De-Oiled Cake is manufactured from NON-GMO- soya bean seeds, under highly sophisticated multistage hygienically B.S.S. B.S.S. B.S.S.

controlled plant. Soya De-Oiled Cake is highly proteinous and are free From cholesterol. Castor De-Oiled Cake: GRSL Castor De-Oiled Cake is obtained from castor cake after the multistage solvent extraction. It Contains Proteins and carbohydrates, essential amino acids, Potash minerals, nitrogen and organic matter. GRSL De-Oiled Castor Cakes are excellent product used for organic fertilizer. Detoxification of castor cake is made by the treatment of calcium hydroxide, sodium bicarbonate and autoclaving (15 PSI For 30 Min) after detoxification it can be used as an animal feed.

(Table: 2.3 industrial product of the company)

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2.7 DISTRIBUTION NETWORK

Gokul group is an organized player and distributes its products to various domestic and international destinations through well defined transportation channels. In the international area, GRSL has its subsidiaries in global locations for global commodity trade in countries like Singapore and Mauritius. It has bagged many awards for being the front runner de-oiled cake exports to foreign countries like the U.S.A, South Korea, Europe, China, Singapore, Indonesia and Malaysia.

Network in Domestic Market: In the domestic market, GRSL has distribution network in almost every state of India reaching up to almost 23 states through 50 depots and C&F and approximately 1000 distributors, along with 2 Lakh retailers.

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GRSL transport its products through roadways and railways. Crude oil is imported through sea routes. The presence of GRSL plants at strategic locations of kandala and haldia help in reducing import fright cost and also ensures timely reach of the product, Adequate transportation services ensure that the goods reach on time and in good condition to the end customers. Network in Global Market: Gokul group has also forayed into the international market with castor oil, castor derivatives and meals such as castor meal, soya meal and rapeseed meal, the company has business in:

Reseaving an overwhelming response, GRSL has become a trusted brand across the country and abroad.

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2.8 ORGANISATIONS STRUCTURE

Chairman

Managing Director

Manager (Production Department)

Manager (Human Resource Department)

Manager (Marketing Department)

Manager (Finance Department)

Senior Manager

Sales Manager

Finance manager

Assistant Manager

Area Sales Manager

Accountants

Senior Supervisor

Marketing Executives

Clerks

Supervisor

Workers

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2.9 AWARDS & RECOGNITIONS

The journey of grsl from the year 1992 to this stage has been appreciated through various awards awarded by recognized and reputed organizations. With the consistent encouragement for the dedication and good work done from various business associations, the company grew leaps and bounds to reach to the heights today. AWARDS:

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(Table: 2.4 Awards)

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2.10 SOCIAL RESPONSIBILITY

The company has felt the requirement that it owes to the society and has therefore contributed for its upliftment from time to time. The company set up a social service foundation in the year 1999 with an effort to create social awareness, well being and upliftment of the people. Following this, two more organizations were setup to fulfill this duty as a human being. Gokul Group of Companies have

established educational complex for hundreds of unprivileged children of backward classes for good education with facility of hostel accommodation free of cost. In addition, Scholarship are offered to ensure proper and continuous education to all. Moreover, old age homes are established as a social service initiative. Gokul group of companies also maintain very well equipped hospital facility near its plant locations serving around 25000-26000 people during a year. The hospitals are also well equipped with Out Patient Department (OPD) and Hospitalization facility. Various awareness camps, health camps like Children Medical Camp, Eye Camp and tournaments like inter village football championship are held to develop a social atmosphere.

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3. 1 INTRODUCTION TO THE STUDY

In todays competition world, every company has to study consumer purchasing power & behavior prior to develop a marketing plan for its product. This enables the marketer to understand who constitute the market, what and why the market buys, who participate in & influences the buying process & how, when & where consumer buy. But such knowledge is critical for marketers since having a strong understanding of behavior will help shed light on what is important to the customer & also suggest the important to the customer decision making. Using this information marketers can create marketing programs that they believe will be interest to customers. Buyer behavior is deeply rooted in psychology will dashes of sociology thrown in just to make things more interesting since every person in the word is different, it is impossible to have simple rules that explain how buying decisions are made contemporary approaches to business emphasize the importance of adopting a consumer focus. Marketing in particular, beings & ends with the consumer from determining his or her needs to ensuring post-purchase satisfaction.

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3.2 NEED FOR THE STUDY

A study of this nature will make management of an organization to derive the following benefits. A study of customer satisfaction gives the management an indication of general level of satisfaction among customers. This study tells how the customers feel about their product. The attitudes of customers can be improved through this study. And this study determines the customers satisfaction towards their product. Studying customers provides clue for developing new products, product features price and other marketing-mix elements. To understand the buyers consciousness about the product and the purchasers decisions. This study helps concern to get the decisions about the Edible oil (product) devise suitable strategies for marketing. Study helps the concern in the fixation of price for their new product concrete Edible oil. It helps to learn about the consumer taste and preferences with regards to the GRSL product. The study helps to estimate about the GRSL sales and its future in the market.

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4. REVIEW OF LITERATURE 4.1 CUSTOMER SATISFACTION

Degree of satisfaction provided by the goods or services of a firm as measured by the number of repeat customers. Customer satisfaction is in the advertising, marketing, selling and customer relations & services subjects. Customer satisfaction appears in the definitions of the following terms: world class, non value adding activity, customer analysis, balanced scorecard (bsc), direct measures of quality, supply chain management (scm), customer focused performance and Malcolm bald ridge national quality award Customer satisfaction, a business term, is a measure of how products and services supplied by a company meet or surpass customer expectation. It is seen as a key performance indicator within business and is part of the four perspectives of a balanced scorecard. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. SATISFACTION Organizations are increasingly interested in retaining existing customers while targeting non-customers; measuring customer satisfaction provides an indication of how successful the organization is at providing products and/or services to the marketplace. Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of the state of satisfaction will vary from person to person and product/service to product/service. The state of satisfaction depends on a number of both psychological and physical variables which including follow-on database maintenance and management. The personal service that need to make our customer satisfaction research project a success. Baseline Measurement of Customers' Satisfaction Levels: This measurement will able to quantify your customers' satisfaction levels, and know the reasons for satisfaction or

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dissatisfaction. We'll calculate and rank the importance of a number of satisfaction-related attributes. Customer Satisfaction Tracking System: This will enable to tell how effective are the efforts at improving customer satisfaction have been. Competitive Customer Satisfaction Measurement: This tells you just where you stand on customer satisfaction relative to key competitors that you identify. Customer Retention Research: Find out why clients are leaving, and what would make them stay. Use this information to design a customer retention program. Transfer of an Existing Customer Satisfaction Tracking Program: If there are existing customer satisfaction programs, this can continue its operation for company. The transfer will be seamless, and you may benefit from a fresh look at your company's existing approach. The management guru, Peter Drucker states, "The purpose of a business is to create and retain customers." So where do you start? Following are seven customer service tips that can help ensure your organization is, indeed, providing superior customer service that will pretty much guarantee a high retention rate. 1. Know Your Customer: Understand what it is about your organization that makes customers come to you instead of your competition. Identify your strengths and build upon them. 2. Know Your Competition: Know what your competition is doing at all times. Are they doing something new or different? Are they doing something better than you? How can you do something better than them? Always ask yourself these questions. Keep your business on top when it comes to quality of products and service. 3. Retain Your Customers: It can cost 5-10 times more to acquire a new customer than it does to keep an existing one. Keep your customers delighted. Treat them like gold. After all, our customers are the reason we are in business. And remember, every customer you lose is a customer gained by your competition! 4. Create a Positive First Impression: The first contact your customers have with your organization is critical. Take measures to make sure that first contact is a magic moment instead of a tragic moment. In these days of shrinking profit margins, little things can make

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a big difference. Mother Theresa put it very well when she said, "Kind words can be short and easy to speak, but their echoes are truly endless." 5. Approach Complaints with a Positive Attitude: When you're dealing with customers on an ongoing basis, you'll undoubtedly receive your fair share of complaints. So keep in mind Al Capone's motto: "Don't take it personally, it's just business." After that, it's simply a question of approaching the problem with the right attitude to ensure customer satisfaction. 6. Sharpen Your Customer Service Skills: Customer service training is the most valuable tool you can give yourself or, as a manager, your employees. The skills mastered will enable everyone to become more productive, enjoy their job more, increase their value to the company and improve customer service at all levels. 7. Measure Customer Satisfaction: Continuously monitor your business. Never sit back and relax. Offer new products or services as needs require. Always ask the customer what you can do better. That information is the vital link between your business and your customers and can help provide the kind of service and satisfaction that builds customers for life. In any business today, the superior customer service commitment must be renewed every day. We have to tend to it, we have to feed it, we have to care about it and we have to live it. When we do, that commitment translates into delighted customers, repeat business, referrals and increased profits. Customer satisfaction Research can address a variety of issues, including, but not limited to: How satisfied are your customers? How satisfied are your competitors' customers? How satisfied are your employees? How do consumers/businesses use the products and services in your industry? Are your target customers aware of your business? What is the image of your business among target customers? Is your advertising effective? What could make it more effective?

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 How should you design a new product or service to meet the needs of the market? What is the appropriate price to charge for a product? Central message: High customer satisfaction makes money and enhances profitability. Periodic customer satisfaction surveys are absolutely essential to any growing business. 4.2.1 Improving Customer Satisfaction Once a Customer Satisfaction Measurement Program Is in Place: Customer satisfaction research is not an end unto itself. The purpose, of course, in measuring customer satisfaction is to see where a company stands in this regard in the eyes of its customers, thereby enabling service and product improvements which will lead to higher satisfaction levels. The research is just one component in the quest to improve customer satisfaction. There are many others, including: Top management commitment, Linking of Customer Satisfaction scores with employee and management monetary incentives, Recognition of employees who contribute to customers' satisfaction, Identification, measurement, and tracking of operational variables which drive satisfaction scores, Customer-based improvement goals, Plans for improving operational variables, Incorporation of customer satisfaction skills into employee training programs, Measurement of and plans for improvement of employee satisfaction, Changes in corporate hiring practices.

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5. RESEARCH OBJECTIVE
Primary Objective: To identify the satisfaction level of consumers of Gokul edible oil products. Secondary Objectives: To find out customer preferences and expectations on gokul edible oil. To find out the customer satisfaction on packing, weight and Quality of the Gokul product. To find out customer relationship management activity of Edible oil industries in production of Gokul edible to satisfy the customer. To recognize the relationship between the customer and company. Now days people want to get more and more profitability of any brand product. People see directly benefits while go for purchasing. A person wants also the product and availability. So we suggest the company that company should use the different strategy and increase the production in domestic and national market. Companies also define the customer satisfaction and try to satisfy. Objective Behind Each Question: Preferred type oil Preferred quality of oil during the purchasing. Duration of using the mentioned type of oil. Customers satisfaction. Customers perception about the availability of gokul oil. Perception about the availability of gokul oil during a particular time in year. Perception about the customer about the price of gokul oil. Recommendation to others. Special features in gokul oil. Customers suggestion, other than price reduction.

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6. RESEARCH METHODOLOGY 6.1 RESEARCH

Research is a process in which the researcher wishes to find out the end result for a given problem and thus the solution helps in future course of action. The research has been defined as A careful investigation or enquiry especially through search for new facts in any branch of knowledge. 6.1.1 Research Methodology: The procedure using, which researchers go about their work of describing, explaining and predicting phenomena, is called Methodology. Methods compromise the procedures used for generating, collecting and evaluating data. Methods are the ways of obtaining information useful for assessing explanations. 6.1.2 Type of Research The type of research used in this project is descriptive in nature. Descriptive research is essentially a fact-finding related largely to the present, abstracting generations by cross sectional study of the current situation. The descriptive methods are extensively used in the physical and natural science, for instance when physics measure, biology classifies, zoology dissects and geology studies the rocks. But its use in social science is more common, as in socio economic surveys and job and activity analysis. Descriptive research aims at, To portray the characteristics of a particular individual situation, or group (with or without specific initial hypothesis about the nature of these characteristics) To determine the frequency with which something occurs or with which it is associated with something else (usually, but not always, with a specific initial hypothesis). The descriptive methods have certain limitations one is that the research may make description itself an end itself. Research is essentially creative and demands the

discovery of facts on order to lead a solution of the problem. A second limitation is associated whether the statistical technique dominates. The desire to over emphasis central tendencies and to fact in terms of AVERAGE, correlation, means and dispersion may not always be either welcome. This limitation arises because statistics, which is partly a descriptive tool of analysis, can aid but not always explain casual relations.
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6.1.3 Design of Descriptive Studies: Descriptive studies aim at portraying accurately the characteristics of a particular group or solution. One may under take a descriptive study about the work in the factory, health, safety and welfare. A descriptive study may be concerned with the right to strike, capital punishment, prohibition, etc. A descriptive study involves the following steps: Formulating the objectives of the study. Defining the population and selecting the sample. Designing the method of data collection. Analysis of the data. Conclusions and recommendations for further improvements in the practices.

6.1.4 Description of statistical tool used: Percentage method: The percentage method was extensively used for findings various details. It is used for making comparison between two or more series of data. It can be generally calculated. Formula:

Chi-square Test: In this project chi-square test was used. This is an analysis of technique which analyzed the stated data in the project. It analysis the assumed data and calculated in the study. The Chi-square test is an important test amongst the several tests of significant developed by statistical. Chi-square, symbolically written as x2 (Pronounce as Ki-Spare), is a statistical measure used in the context of sampling analysis for comparing a variance to a theoretical variance. Formula:

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 Correlation Method: Correlation analysis deals with the association between two or more variables. It does not tell anything about cause and effective relationship. Correlation is described or classified in several different ways. Three important ways of classifying correlation are: 1. Positive and Negative 2. Simple. Multiple and Partial 3. Linear and Non-Linear Karls Pearsons Method is popularly knows Pearsons Coefficient of correlation. It is denoted by the symbol r Formula for Karls Pearsons coefficient correlation,

The value of the coefficient of correlation as obtained by the above formula shall always lie between +1 and -1, when r = 1; it means there is a perfect correlation between variables. When r = -1; it means there is a perfect negative correlation between variables. When r = 0; it means no relationship between variables. 6.1.5 Data Collection Method: Survey method is considered the best method for data collection of data and the tools used for data collection are Questionnaire. This method is quite popular particularly in case of big enquires. Private individuals, research works, private and public organizations and even government are adopting it. In this method a questionnaire is sent to the persons concerned with a request to answer and return the questionnaire. A questionnaire consists of a number of question involves both specific and general questions relating to consumer behavior. 6.1.6 Benefits availed through this method There is low cost even when the universe is large and is widely spread geographically. It is free from the bias of the interviewer; answers are in respondents own words. Respondents, who are not easily approachable, can also be reached convenien tly. Large samples can be made use of and thus the results can be made more dependable & reliable.
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 Respondents have adequate time to give well thought out answers. 6.1.7 Limitations of this system Low rate of return of the duly filled in questionnaires; bias due to no-response is often indeterminate. It can be used only when respondents are educated and cooperating. The control over questionnaire may be lost once it is sent. It is difficult to know whether willing respondents are truly representative. This method is likely to be the slowest of all. 6.1.8 Sources of Data The two sources of data collection are namely: Primary: Primary data are fresh data collected through survey from the customers using the questionnaire. Questionnaire helps to recognize the apprentices perception regarding the apprenticeship training and to find out their expectations and their career path. Secondary: Secondary data are collected from books internet and various journals, magazines etc. regarding the apprenticeship. 6.1.9 Research design A research design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure. The problem of the study is to find out the satisfaction level of the customers Gokul oils products. 6.1.10 Sample Design Sample Element : Customers Sample Size Sample Test Sample Media : 100 samples : Percentage Method, chi-square analysis, Correlation Method. : Questionnaire

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7. DATA ANALYSIS AND INTERPRETATION

Using Of Oil Brands It shows the brand that is being used by the customer. I have used multiple choice scale to the collected the data. The objective of using this is to know the brand of oil that the customers prefer to buy. Brand Gokul Others Total Respondent 37 63 100
(table: 7.1 Using of oil brand)

Percentage 37 63 100

From the above table following graph has been drawn:

Using Oil Brand

70 60 50 40 30 20 10 0 Gokul Others Respondent

From the about graph I can conclude that 37% of the customer normally use GOKUL oil brand or still other 63% customer use OTHERS oil brand. According to information the most customers wants to use Gokul oil.

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Preferred Quantity Of Gokul Oil Purchase It shows the quality that is being purchased by the customer. I have used multiple choice scale to the collected the data. The objective of using this is to know the quantity of Gokul oil that the customers prefer to buy. Quantity 500 ml 1 litter 5 litter 15 litter Total Respondent 4 7 10 16 37 Percentage 10.81 18.92 27.02 43.24 100

(table: 7.2 Prefered quality of gokul oil purchase)

From the above table following graph has been drawn:

Prefered Quantity of Gokul oil

500 ml 11%

15 litter 43%

1 litter 19%

5 litter 27%

From the about graph I can conclude that 11% of the customer normally buy 500 ml when they buy 19% of the customer prefer to buy 1 liter still other 27% customer 5 liter on their purchase. Remaining 43% want to purchase 15liter. According to information the most of customers wants to purchase 5 or 15 liters Gokul oil.

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Time Since Using Gokul Oil I had used dichotomous scale for this question. Its objectives are to the time duration since customers are using the Gokul oil.

Time
More than 6 months More than 1 year More than 5 year Total

Respondent
12 11 14 37

percentage
32.43 29.73 37.84 100

(table: 7.2 Time since using gokul oil)

From the above table following graph has been drawn:

Time since using Gokul oil

40 35 30 25 20 15 10 5 0 More than 6 months More than 1 year More than 5 year percentage

This graph reveals the information about the time duration of the Gokul oil.

It

shows that 32.43% of the customer uses it for the fist time. 29.73% of the customers are using it for more then one year. Rest 37.84% of the customer is using it for the more than 5 years. The customers of Gokul industry are highly attached to the product and shows great brand loyalty towards the brand.

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Customer Satisfaction Level It has two contrast option and one of that it be selected. This question shows the satisfaction of the customer of gokul oil.

Particular
Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied Total

Respondent
9 16 3 5 4 37

Percentage
24.32 43.24 8.11 13.51 10.81 100

(table: 7.3 Customer satisfaction level)

From the above table following graph has been drawn:

Customer Satisfaction Level

Dissatisfied 14% Highly dissatisfied 11% Highly satisfied 24%

Neutral 8%

Satisfied 43%

From the about analysis we can see that 24% customer are highly satisfied and 43% are satisfied to the gokul oil products. This proves that the product of Gokul industry is its core strength. The product always remains the core base of the company.

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Reasons For The Dissatisfaction This question reveals for the dissatisfaction of the gokul industry. They have presented various criteria for their dissatisfaction. Reason Price Quality Availability Packing Total Respondent 3 4 2 0 9 Percentage 33.33 44.44 22.22 0 9

(table: 7.4 Reason for dissatisfaction)

From the above table following graph has been drawn:

Reason for the dissatisfaction

50 45 40 35 30 25 20 15 10 5 0 Price Quality Availability Packing

Respondent Percentage

The above question reveals the information about the reason for dissatisfaction of the customer. 33.33% of the customer says that the PRICE of Gokul oil is high. 33.24% customers are dissatisfied with it QUALITY and 44.44% are facing the PACKING of the Gokul Oil and other remain 22.22% customers are dissatisfaction for the availability of Gokul oil.

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Perception Regarding The Packaging Objective I have used Rating scale for gathering the information regarding this question. The objective of the scale is to find that information related customer prefer about the packing of gokul oil. Packing Pouch Tine Bottle Others Total Respondent 8 21 7 1 37 percentage 21.62 56.76 18.92 2.70 100

(table: 7.5 Perception regarding the packaging)

From the above table following graph has been drawn:

Perception regarding the packaging

60 50 40 30 20 10 0 Pouch Tine Bottle Others Respondent percentage

Above Graph reveal the prefer of the customer on the packing of Gokul oil 21.62% prefer of the pouch, 56.76% customers are prefer of the Tine and 18.92% prefer of the Bottle still to 2.70% prefer of other packing. This shows those customer are very much satisfied the packing of Gokul oil. But there are most customer prefer to packing of Tine for Gokul oil is best and about other packing customer opinion is negative than Tine.

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Perception Regarding The Quality I have used Rating scale for gathering the information regarding this question. The objective of the scale is to find that information related customer perception about the quality of gokul oil. Perception Best Good Bad Total Respondent 12 21 4 37 Percentage 32.43 56.76 10.81 `100

(Table: 7.6 Perception regarding the quality)

From the above table following graph has been drawn:

Perception regarding the quality

Bad 11% Best 32%

Good 57%

Above graph reveal the perception of the customer on the quality of Gokul oil 32% of the customer things the quality of Gokul oil is best, still 57% things it is good. This shows those customer are very much satisfied the quality of Gokul oil. 11% customer opinion is negative.

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Perception Regarding The Availability This question checks the effectiveness of the companys distribution channel. From this we can find out whether any improvement is needed in the companys distribution channel. Perception Yes No Total Respondent 70 30 100 Percentage 70 30 100

(Table: 7.7 Perception regarding the Availability)

From the above table following graph has been drawn:

Perception regarding the availability

80 70 60 50 40 30 20 10 0 Respondent Percentage Yes No

The above analysis shows that about 70% of the customer says that the Gokul is easily available. This means the distribution channel is optimal and fully effective and there is no need for any change. The company even need to improve its reach to unwire customer and should insist on it.

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Perception Regarding The Not Availability This question checks the effectiveness of the companys product not available in the particular area so what will do the customer for the product. From this we can find out whether any improvement is needed in the companys product availability.

Perception Go for another brand Avoid to consume Making a extra effort to buy Total

Respondent 36 55 9 100

Percentage 36 55 9 100

(Table: 7.8 Perception regarding the not Availability)

From the above table following graph has been drawn:

Perception regarding not availability

Making a extra effort to buy 9% Go for another brand 36%

Avoid to consume 55%

The above analysis shows that about that the Gokul oil is not easily available in customer area. So, customer says that the 36% go for another brand 55% avoid to consume and 9% making an extra effort to buy. So that the company even need to improve its reach to unwire customer and should insist on it.

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Perception Regarding The Price The objective behind this question is to find out that price level of the product of gokul industry. And it answer has only there criteria that the high, Affordable, or it is low. Perception High Low Affordable Total Respondent Percentage 44 35 21 100 44 35 21 100

(Table: 7.9 Perception regarding the price)

From the above table following graph has been drawn:

Perception regarding the price

50 45 40 35 30 25 20 15 10 5 0 High Low Affordable

Percentage

The above analysis reveal 44%of the customer said that the price of oils high, another 21% said it is affordable and remaining 35% of the customer have said it is very low so company should from its price according to their customer and should also consider about its their current profit.

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Recommendation About Gokul Oil The objective behind to asked this question is that how many customers have used and liked this oil and how many people have used and do not like it. And know what their reasons are. Recommendation Yes No Total Respondent 81 19 100 Percentage 81 19 100

(Table: 7.10 Recommendation about gokul oil)

From the above table following graph has been drawn:

Recommendation about gokul oil

No 19%

Yes 81%

The about analysis reveal that 81% of customer have like it and they would also like to recommend their friends and relatives and 19% of customer have used and does not like it and they do not recommend their friend and relative to use it.

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Reasons Behind Recommendation This question shows that the satisfied customer likes to information and views the others. They recommend other for purchasing it one the basic of different criteria. Reasons Health Quality Taste Price Total Respondent 23 31 7 20 81 Percentage 28.40 38.27 8.64 24.69 100

(Table: 7.11 Reasons behind recommendation)

From the above table following graph has been drawn:

Reason behind recommendation

Price 25% Taste 9% Quality 38% Health 28%

The analysis of the above question shows that 23% of the customer recommend to other about its advantages to health, 15% put stress on the test of gokul oil, still other 7% recommend on the price. Majority of the people will recommend to other about quality of Gokul.

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Expectation Of Customers The aim of this question is to know the actions which the need to undertake to increase to market share. The answer of the question is listed under various criteria. Expectation Attractive Packing Schemes Price Stability Availability Total Respondent 20 38 22 20 100 Percentage 20 38 22 20 100

(Table: 7.12 Expectation of customers)

From the above table following graph has been drawn:

Expected of customer
40 35 30 25 20 15 10 5 0 Attractive Packing Schemes Price Stability Availability Percentage

The above analysis reveals that, 27% of the customer said that company need to stress on Attractive Packing of the gokul, 33% said on giving Schemes and discount on the purchase. Majority of the customer give force on increasing on the price.

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8. STATISTICAL ANALYSIS
Persons spearman correlation
Perception Regarding The Availability of Gokul oil Vs. Recommendation About Gokul Oil to use your friend.

X
70 30

Y
81 19

X2
20 400 31 -20 400 -31 (Table: 8.1 Persons spearman correlation)

Y2
961 961

xy
620 620

= 100 /2 = 50 = 100 /2 = 50

r =1

Inference: It is inferred that the variable Perception Regarding The Availability of Gokul oil Vs Recommendation About Gokul Oil to use your friend is perfect between the variables.

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Chi-Square
Using Of Oil Brands Vs. Customer Satisfication Level Observed Frequency: Customer satisfaction level
OPINION OF THE CUSTOMER ABOUT USING OF OIL BRAND

Total

Gokul Other Total

Yes 28 43 71

No 9 20 29

37 63 100

(Table: 8.2 Chi- square observed frequency)

Expected Frequency: The expected frequencies for the cell, going from left to right and from top to bottom are:
71*37/100=26.37, 71*63/100+44.73, 29*37/100=10.37, 29*63/100=18.27

Customer satisfaction level

OPINION OF THE CUSTOMER ABOUT USING OF OIL BRAND

Total

Gokul Other Total

Yes 26.27 44.73 71

No 10.73 18.27 29

37 63 100

(Table: 8.2 Chi- square expected frequency)

H0 : There is no significant difference between using of oil brands and customer satisfication level. Ha : There is no significant difference between using of oil brands and customer satisfication level. Observed Expected Frequency Frequency 28 26.27 9 10.73 43 44.73 20 18.27 (O-E) 1.73 -1.73 -1.73 1.73 (O-E)2 2.9929 2.9929 2.9929 2.9929 (O-E)2 E 0.114 0.279 0.067 0.164

(Table: 8.3 Chi- square null hypothesis)

So, X2= 0.624 Inference: Since Calculated value is lesser than the Tabulated value , the varience between Nature of the product and Development expected in the purchase of brand is calculated and H0 is accepted.

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9. RECOMMENDATION AND SUGGESTIONS

During my research the major drawback I found out was that people are unaware of the gokul oil. The company should focus its advertisement campaign on its edible oil. Company should introduce new attractive packing. Though the price of gokul oil is not so high as compared to other oils there is misconception in the mind of people. There should be price focused advertisement campaign. Company should introduce trail pack of 10 liters with attractive packing. Company should bring a new revolution by keeping stable and fixed prices. Company should position its brand to a liter lower selection of the society also. Company should introduce seasonal in the market. The mentality of our customer is that the product available in the companys exclusive outlet is always better. Company should consider opening its exclusive stores in major cities.

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10. RESEARCH FINDINGS AND CONCLUSION

For this study, the respondents are taken from all class of people. Most of the public doesnt know about the products marketed by the GRSL. Quality is the foremost criteria, which the customer of gokul oil considers while purchasing oil. Most of the customer of gokul oil are satisfied it. The research of advertised media used by gokul is below satisfactory level. Gokul oil is easily available in the market. Majority of customer prefer 5-15 Liter of edible oil pack. Customers are completely satisfied with the quality packing available of gokul, Most of the customer of gokul will recommend it to other. Quality and health maintenance is the main reason behind the recommendation. Vimal, Rani, Ankur, Krishna, Tirupati, are the major competitor. Quality is the foremost criteria that the users of gokul consider while purchasing oil. Mostly users of gokul are satisfied with there respective brand. Loyalty to the brands prevails in the oil market. A user also perceives that gokul is easily available in the market. Schemes and taste stability are two major needs of the user of gokul.

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CONCLUSION
In todays knowledge based market, consumers are expecting more from the marketers. With increased change in needs and expectation of the consumers, the marketers need to be in close contact with the customers to learn their needs and satisfy them with their needs for the products success. From the study on the consumer behavior for the Gokul Refoils and Solvent ltd. It was found that the concern has to produce more edible oil of cheaper cost with good quantity & quality comparing with other manufacturers. Therefore the concern has to concentrate more on producing Gokul oil product with more added features preferred by the consumers. On far with the edible oil the producer has to stick on to the quality preferred by customers. To conclude, the study explores the market condition of the product and it infers a good will among the consumers and it has to focus the areas where the consumers has to be fulfilled. I am heartily thankful of Gokul industry so providing me a great co-operation. The main purpose such reports is to develop in the practical field and made him expose to real business situation, which would help in building his career. I gained lot in doing this summer internship project report. I have seen the product of gokul industry; they provided best quality of the product at the reasonable cost. The customer of the company is highly satisfied with quality of the gokul. Company had good market share emphasis on the advertising of the product.

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11. LIMITATION OF THE STUDY

One of the major limitation of the project is I am taking few samples from selected areas. My research has a time constraint. I am showing the market condition at a given point of time. There is no surety of accuracy of the answers of the respondents. I have chosen on probabilistic sampling method that does not assure equal chance to the whole population. I have assumed housewives are the only purchaser of oils, but in some cases it many not be so. I have assumed people in rural areas consume non-branded oil, but this may prove wrong. The time duration of the study is more than the expected. Some of the Respondents are not co-operative to fill the answer for the question. Many of the respondents are answering the questions with bias. Time constrain was one of the major limitation of the study. Through that the study helps to satisfy the customer expected things.

12. SCOPE FOR THE FURTHER STUDY

The project throws light on the need for Customer satisfaction level so as to carry out the organizational good in a perfect manner. The project was developed based on benefits of customer satisfaction level towards the product. It will be helpful for the Management to identify the needs and wants customers and to take decision to promote their business operation. This project can be base for the students who are doing the project in the related area and to the organization in viewing the worth of the customer satisfaction level. Project helps to deal with forecasting the needs for the company.

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13. ANNEXURE

Questionnaire
Dear Respondents, I am the student of M.B.A I undergo for marketing research of Gokul edible oil on Customer satisfaction topics. Q-1 Which brands edible oil are you using? Gokul Others

Q-2 Normally which quantity of edible oil do you prefer to buy? 500g 1liter 5 liter 15 liter

Q-3 Since how long you are using it. More Than Six Months Q-2 Are you satisfied with it? Highly Satisfied Dissatisfied Satisfied Highly dissatisfied Neutral More Than 1 Year More Than 5 Year

If no, please mention the reason for your dissatisfaction. Price Quality Availability Packing

Q-3 Which type of packaging you will prefer for edible oil? Pouch Tine Bottle Others

Q-4 According to you the quality of gokul edible oil is. Best Good Bad

Q-5 Is gokul edible oil widely available in your area? Yes No

If this product is not available in near by area what will you do? Go for another brand Avoid to consume Making a extra effort to buy

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Q-6 According to you price of gokul edible oil is High Low Affordable

Q-7 Do you recommend your friends and relative to use gokul edible oil? Yes No

If yes, then define the reason. Health Quality Taste Price

Q-8 According to you other than price reduction what company required doing for increase market share. Attractive packing Schemes Price stability Availability

Q-9 Any suggestion of Gokul Refoils & Solvent Ltd. ..

PERSONAL DETAILS

Name: Address: . Age: ............. Occupation: Sex: Male Female

Monthly family income: . Family size: ..

Thank You!!!
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14. BIBLIOGRAPHY

Books: I referred following books preparing my project report. 1) C. R. Kothari, RESEARCH METHODOLOGY, New Delhi, New Age International Publisher. 2) GUPTA S.P, Statistical Methods Sultan chand & sons Publishers New Delhi, Thirty fourth editions, 2005. 3) Philips Kottler, MARKETING MANAGEMENT, New Delhi, Prentice-hall of India Pvt. Ltd, 1997.

World Wide Web: 1) http:/www.gokulgroup.com - Products and collect the general information of the company from. 2) http:/www.scribd.com - with the help of find the project only for reference purpose. 3) http:/www.google.com - search engine 4) http:/www.wikipedia .org

Magazines: 1) Market Research, ICFAI University Press 2) I have use The company broucher with the help of I collect a some information about a company.

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Ravi Vinodkumar Patel

Contact Address: 22/B, MANGALAM SOCIETY, NR.TIRUPATI MALL, VISNAGAR-384315. DIST: MEHSANA, GUJARAT. INDIA MOBILE NUMBER: EMAIL ID: 09408836755
INTEL_RAVI0000@YAHOO.COM

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