A STUDY ON CONSUMER PERCEPTION ON SAGO PRODUCTS WITH SPECIAL REFERENCE TO SALEM DISTRICT

Submitted to Periyar University, Salem in partial fulfilment Of the requirements for the award of degree of

MASTER OF BUSINESS ADMINISTRATION

Submitted by [C.SUKUMAR (Reg.No. 10BIA 1233)] Under the guidance of Dr. G. PADMAVATHY, M.B.A., M.Phil., Ph.D.,

SEMESTER IV APRIL 2012

VYSYA INSTITUTE OF MANAGEMENT STUDIES VYSYA COLLEGE RE-ACCREDIATED WITHAGRADE BY NAAC

(Affiliated to Periyar University) Salem-103

VYSYA INSTITUTE OF MANAGEMENT STUDIES VYSYA COLLEGE

(Affiliated to Periyar University) Salem-636-103

CERTIFICATE
This is to certify that this project work entitled A STUDY ON CONSUMER PERCEPTION ON SAGO PRODUCT WITH SPECIAL REFERENCE TO SALEM DISTRICT is a bonafide record of C.SUKUMAR Reg.No10BIA1233 submitted in partial fulfilment for the award of Master of Business Administration, Periyar University, Salem, during the academic year 2011-2012.

Signature the Faculty Guide

Signature of the Director

Submitted for the University Examination (viva-voce) held on...................................

Signature of the Internal Examiner

Signature of the External Examiner

Place: Date:

Date:

To Whomsoever It May Concern

This is to certify that C.Sukumar, second year student of Department of Management Studies, Vysya Institute of Management Studies, Vysya College, Salem, has completed the summer project work assigned to him titled A STUDY ON CONSUMER PERCEPTION ON SAGO PRODUCT WITH SPECIAL REFERENCE TO SALEM DISTRICT in our organization. He was assigned this project from 01.12.2011 to 06.02.2012 during this period her work was Satisfactory.

For SAGOSERVE The Salem Starch & Sago Manufacturers Service Industrial, operative Society Ltd. Tamilnadu, India. Co-

K.K. Kaushal, I.F.S., Special Officer/Managing Director, SAGOSERVE

DECLARATION

I, C.SUKUMAR (10BIA1233) pursuing MBA programme in Vysya Institute of Management Studies, Salem hereby declare that the project work entitled A Study on Consumer Perception on SAGO Product with Special Reference in Salem District submitted to Periyar University, Salem in partial fulfilment of the requirements for the award of the degree of Master of Business Administration is bonafide work done by me under the guidance of Dr. G. PADMAVATHY, M.B.A.,M.Phil.,Ph.D., Assistant Proffessor, Vysya Institute of Management Studies, Salem. To the best of my knowledge, the work reported therein does not form part of any other thesis or work on the basis of which a degree or award was conferred on an earlier occasion.

Place: Date: Signature of the Researcher (C.SUKUMAR)

ACKNOWLEGEMENT
It gives me great pleasure to acknowledge the efforts of all those who have helped me in completion of this project. I take this opportunity to express my deep sense of gratitude to our correspondent and Management committee Mr J.Rajandraprasad and I express my immense gratitude to our Principal Dr.P.Venkatesan M.sc (Maths)., PGDCA., Ph.D., Vysya Institute of Management Studies Vysya College Salem. I feel obliged to our Director Dr.D.Loganathan M.B.A.,M.Phil.Ph.D,, Vysya Institute of Management Studies Vysya College Salem I extend the immense gratitude to the Head of the Department of Management Studies and my internal guide Dr.G.Padmavathy, M.B.A.,MPhil.,Ph.D., for his motivation, inspiration, and encouragement for the completion for my project. I wish to thank all other faculty members of the department for their co-operation and encouragement throughout my project work. I am sincerely thankful to Mr. Santhanam (HR Manager), SAGOSERVE THE SALEM STARCH & SAGO MANUFACTURERS SERVICE INDUSTRIAL CO-OPERATIVE SOCIETY LTD, at Salem for allowing me to do this project in his company for his help and support throughout the project. I would also like to thank all the staff of the organization for helping me directly and indirectly to conclude this work. Last, but not the least, my heart felt gratitude to my parents, relatives and my friends for their constant encouragement, support, help and valuable advice to make this project a success. I would like to thank all the consumers all these respondents who have filled up the questionnaire in spite of their busy schedule.

CONTENTS
CHAPTER NO
Synopsis List of Tables List of Charts

PARTICULARS

PAGE NO

GENERAL INDRODUCTION
(a) About the Industry (b) About the Company (c) Theoretical background 1 7 13 20 21 22 23 24 25 25 25 26 26 27 27 30-79 80 82 83 84 85

II

INTRODUCTION TO THE STUDY

(a) Title of the Study (b) Statement of the Problem (c) Objectives of the study (d) Scope of the Study (e) Limitations of the Study

III

RESEARCH METHODOLOGY
(a) Geographical Area covered (b) Period of Study (c) Research Design (d) Sampling Design (e) Method of Data Collection (f) Research Instrument (g) Tools for Analysis

IV V VI VI VIII IX

ANALYSIS & INTERPRETATION FINDINGS RECOMMENDATIONS CONCLUSION Bibliography Appendix/Annexure

SYNOPSIS

The project reports entitle A Study on Consumer Perception on SAGO Products with special Reference to Salem District, is intended to determine the buying behavior and awareness of the product. Consumer behavior focuses on how individuals make decisions to spend their available resources (time, money, effort) on consumption related items. That includes what they buy, why they buy, when they buy it, where they buy it, how often they buy it for purchase and the impact of such evaluations on future purchases, and how they dispose of it. To achieve this defined objective structured questionnaire based on the behavior study made is prepared. The prepared questionnaire is used to get the direct responses from the consumers in Salem District. The responses given to the consumers in Salem were analyzed and interpreted using different types of statistical tools used are Simple Percentage Analysis, Bar diagram and ANOVA method. After analysis and interpretation, it reveals the following points are important in improving the buying behavior attitudes, awareness, advertisement and choice of product range. After that the purchasing frequency were found out.

LIST OF TABLES S.NO

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24

PARTICULARS
Table showing age of the respondents Table showing gender of the respondents Table showing area of the respondents Table showing occupation of the respondents Table showing eating habit of the respondents Table showing be acquainted of the respondents Table showing consuming period of the respondents Table showing acquisitions of the respondents Table showing acquisitions period of the respondents Table showing preferring period of the respondents Table showing choosing aspect of the respondents Table showing consuming or else of the respondents Table showing undesirable of the respondents Table showing rich man food of the respondents Table showing desired packaging of the respondents Table showing satisfaction level of the respondents Table showing rank preference of the respondents Table showing preparation and usage conscious of the respondents Table showing consuming resolution of the respondents Table showing consuming yet of the respondents Table showing put forward of the respondents Table showing pre-eminent of the respondents Table showing most horrible of the respondents Table showing proposal of the respondents

PAGE NO
30 32 34 36 38 40 42 44 46 48 50 52 54 56 58 60 62 64 66 68 70 72 74 76

LIST OF CHARTS S.NO

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24

PARTICULARS
Chart showing age of the respondents Chart showing gender of the respondents Chart showing area of the respondents Chart showing occupation of the respondents Chart showing eating habit of the respondents Chart showing be acquainted of the respondents Chart showing consuming period of the respondents Chart showing acquisitions of the respondents Chart showing acquisitions period of the respondents Chart showing preferring period of the respondents Chart showing choosing aspect of the respondents Chart showing consuming or else of the respondents Chart showing undesirable of the respondents Chart showing rich man food of the respondents Chart showing desired packaging of the respondents Chart showing satisfaction level of the respondents Chart showing rank preference of the respondents Chart showing preparation and usage conscious of the respondents Chart showing consuming resolution of the respondents Chart showing consuming yet of the respondents Chart showing put forward of the respondents Chart showing pre-eminent of the respondents Chart showing most horrible of the respondents Chart showing proposal of the respondents

PAGE NO
31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65 67 69 71 73 75 77

GENERAL INTRODUCTION

ABOUT THE INDUSTRY

THE GLOBAL SCENARIO Tapioca Cassava (Manihot Esculenta Crantz) was introduced in India during the latter part of the17th century by the Portuguese living in the state of Kerala. Indias share is about 6 per cent in the total world production of tapioca. The other important tapioca producing countries are Brazil, Nigeria, Zaire, Thailand and Indonesia. Tapioca is a tuber crop of huge economic importance as it is used not only for human and animal food consumption but also as a raw material for various industrial products. Each day about 500 million people consume tapioca world over and derive 300 kilo calories of energy. Globally cassava is grown in about 95 countries with major contributions coming from Africa (57%) followed by Asia (25%). The wide agro-ecological adaptability of cassava coupled with its ability to withstand biotic and nonbiotic stresses have made it a crop of primary importance for the weaker sections of the society, especially in the developing countries of Africa, America and Asia. Tapioca is one of the most important subsistence food and industrial crop for the developing countries. Globally, about 158 million tons of tapioca is produced from an area of 15.7 million hectares with an average productivity of 10 tons/ha. As mentioned earlier, among the tapioca producing continents in the world, Asia ranks next only to Africa with an area and production of 3.97 million hectares and 51.44 million tons respectively. THE NATIONAL PRODUCTIVITY In India, tapioca is grown in an area of 3.1 lac hectares with an annual production of 60 lac tons. Although cassava is cultivated in about 13 states of India, the major production comes from the southern states of India i.e. Kerala, Tamil Nadu and Andhra Pradesh. In the view of the changing lifestyle, influx of gulf money, availability of grains through public distribution system and a shift in cultivation pattern favouring plantation crops, the areas in Tamil Nadu and Andhra Pradesh showed a gradual increase in cassava production over the years. While the total production of Kerala came down to 2.58 million tons in 1996-97 from 4.2 million tons in 1967-68, the same rose to 3.04 million tons from 0.42 million tons during the Corresponding periods in Tamil Nadu. This remarkable increase in production in Tamil Nadu was the result of adopting high yielding cultivators like H 226 and H 165. A survey conducted by CTCRI has in dictated that more than three fourth of the cassava area in Salem, South Arcot and Dharmapuri districts was under these variety of seeds. 1

Tapioca is cultivated predominantly in Kerala as a staple food crop while it is more of an industrial crop in Tamil Nadu. Tapioca root is valued for its starch content and mainly used by sago industries. The tapioca root contains 30 to 40 per cent of dry matters, which is principally carbohydrate. It has acceptable levels of B vitamins and provides other minerals too. In Tamil Nadu, tapioca is being grown in an area of 85,412 ha accounting for an annual production of 32.22 lac tons. Around 80 per cent of the total tapioca production is utilized by the sago and starch based industries in the state. Based on the statistical projection, the production of cassava is expected to reach 6.08, 6.76 and 7.44 million tons respectively by 2000, 2010 and 2020. But considering the population growth rate, the country should aim to produce cassava tubes to the tune of 12 million tons by theyear2020, which would call for extensive R&D strategies in the field. The present productivity of 22.5 t/ha is projected to rise to 26.95, 32.57 and 38.20 t/ha by 2000, 2010 and 2020 respectively. USES OF TAPIOCA
The main products of industry are Sabut-dana and starch. The different types of Sago are given below:

Grades of Sago 1. Super Fine

2.

Milk white Special Best

3.
4.

The other types of sago produced by some of the units in the cluster are Nylon Sago and Sago Brockens. Grades of Starch
1.

Textile Grade Edible Grade 3. Glucose and Laundry Grade

2.

Tapioca as a food security Tapioca can serve as a nucleus for many industries with the application of biotechnology, especially in the fermentation industries. On the other hand, tapioca has emerged as a cash crop in Tamil Nadu, Andhra Pradesh and Maharashtra. 2

The crop fulfils the need of the massive starch and sago industries in these states. In order to maintain the supply of food materials and to keep pace with the ever-increasing population, tapioca has to be retained well within the cropping system of marginal farmers. Tapioca based agro industries Globally 58 per cent of tapioca produced is used as human food, 28 per cent as animal feed, 4 per cent in alcohol and starch based industries and only 10 per cent is spoiled. While more than one fourth of the total tubers produced (158 million tons) in the world is in Asia, India accounts for only 6.5 per cent and Indonesia and Thailand account for about 10 per cent. Thailand and Indonesia export tapioca chips and pellets to other countries. The pellets are used as animal feed in western countries. In India, particularly Tamil Nadu and Kerala have the potential of increasing the productivity further and compete in the export of chips and pellets in the international market. Tapioca can be used as a raw material for a number of value added industrial products such as starch, sago, glucose, dextrin, gums and fructose syrup. Most of the items mentioned are industrial products which can be categorised as growth industries. The industrial tapioca starch finds its application in various fields. The major consumers are cotton and jute textile, and paper and hard board industries. Liquid glucose and dextrose are widely used in food and pharmaceutical industries. Both these sectors are in a rapidly growing stage. The Government of India has included liquid glucose and dextrose in the list of items where there is likely to be a sustained demand and scope for investment. Since there is substantial growth in the food and pharmaceutical industries, naturally the demand for liquid glucose and dextrose is bound to go up in future. As tapioca starch possesses the advantageous physio-chemical and structural properties it can be easily converted to liquid glucose and dextrose. Many factories have been established recently with this objective. Cassava-chips and flour White chips are used for the preparation of cassava flour, which is consumed in the same manner as rice flour. It also forms a major component in many animal feeds. In industry it serves as a raw material for manufacturing starch, dextrin, glucose and ethyl.

Very fine cassava chips or crisps are deep fried in edible oil, packed in polythene bags and sold as snack food commercially in various parts of Kerala, Tamil Nadu and Andhra Pradesh. Gold fingers, wafers, sago pappads and tapioca pappads are some of the other snack food items produced in home and cottage industries and are available in the market for sale. Sago Sago (sabot-dana or pearls) is used as a snack food in preparation of porridge. It is also popular as an infant food. About 35 industries from Andhra Pradesh and many from Tamil Nadu are engaged in manufacturing sago from cassava tubers. Starch Cassava finds a major industrial utilisation in the production of starch. Starch and sago are produced from cassava tubers in more than 900 small and medium scale factories and at least two large-scale industries in Tamil Nadu. In Andhra Pradesh one large scale and about small-scale industries process cassava tubers for starch and sago production. The cassava starch is used in paper industries (at beater stage, as calendar sizing, for paper coating, as wet and additive), Textile industries (as wrap sizing agent, in fabric finishing), Food industries and Adhesives. Gum and laundry starch is produced in cottage industry near Trivandram for marketing and sales on a regular basis. Modified Starches Two firms in Tamil Nadu namely, M/s SPAC Tapioca Products (India) Ltd and M/s Varalakshmi Starch industries Ltd, Salem are engaged in manufacturing, marketing and sales of cassava starch derivatives such as corrugated gum starch, carboxyl methyl starch, acid modified starch, cationic starch and pregelatinised starch. Another firm in Andhra Pradesh, M/s Vensa Biotek Ltd of Samalkot is expected to commence production of cold-water soluble cassava starch using CTCRI technology. And a firm in Kerala named M/s National Chemicals and Adhesives of Quilon manufactures and markets carboxyl methyl starch using cassava starch as animal feed material. This firm is also involved in largescale manufacture and marketing of Dextrin, which is derived from cassava starch. 35

Dextrin

A good number of small-scale industries are engaged in producing dextrin from cassava starch, which is relatively a simple process. Sweeteners Liquid Glucose is being manufactured by M/s. Vensa Biotek Ltd., Samalkot, AP from cassava starch and/or flour. M/s. Varalakshmi Starch Industries Ltd., Salem, TN reportedly manufactures malto-dextrin and monosodium glutamate from cassava starch. M/s. jayant Vitamins, Vadodara, Gujarat had ventured in producing sorbitol as a sweetener and a precursor to manufacturing of Vitamin C. Ethanol The CTCRI technology for the process of manufacturing ethyl alcohol using cassava chips, flour or starch has been procured by M/s. Superstar Distilleries, Kochi, Kerala and M/s. Vairam Agro Fuels, Chennai. The former licensee had commenced commercial production and limited marketing. Starch-based biodegradable plastics The CTCRI technology for manufacturing of starch-based biodegradable plastics has been licensed to 4 parties in the states of Delhi, Haryana, Himachal Pradesh and Karnataka. M/s. Shivalik Agro Poly Products, Parwanoo, HP has already commenced commercial production. The unit at Bangalore, Karnataka is expected to commence production shortly using cassava starch.

THE SALEM CLUSTER

ABOUT THE REGION
Salem has traditionally been known as the land of sago and starch. The industry got a fillip during the Second World War when imports from the far-east were rendered impossible. The Salem region offers a good raw material base, cheap labour and good sunshine throughout the year. All these factors provide a congenial environment for growth of tapioca based products and have made this place famous for the same even at an international level. The productivity of tapioca is about 25-30 t/ha in this area, which is known to be the highest in the world. The national average is 19 t/ha while the world average production stands at 10 t/ha only.

THE GROWTH OF SAGO AND STARCH INDUSTRIES IN SALEM

In the year 1943, Mr. Manickam Chettiar an adventurous entrepreneur went to Kerala and 5

found tapioca flour to be a good substitute for American corn flour. He tried various ways and means to improve the production and marketing of this flour. To meet the growing demand of sago and starch, Mr. Manickam with the help of a genius mechanic Mr. Venkatachalam Gounder, improved the method and machineries for production. In their efforts, they were able to increase the production of Sago flour from 20 to 25 bags per day. The sago and tapioca starch industry was born during the Second World war but the end of war posed a threat to its existence because of the changes in the import policies. As a result of the successful representations made by the sago and starch manufacturers, and at the instance of the then Governor General of India, Thiru. C. Rajagopalachari, the Indian Government imposed a ban on import of starch. The industry heaved a sigh of relief temporarily before they were made to confront with the import of maize starch under P.L.480, which again came to an end in 1965. As on date there are more than 750 sago and starch units in Salem, Namakkal, Dharampuri and Erode districts, registering an awesome growth! It is but appropriate to name this grand growth as the Sago Revolution.

ABOUT THE COMPANY

SAGOSERVE The Salem Starch Sago Manufacturers Service Industrial Co-operative 6

Society Ltd, Tamilnadu, India Prior to the formation of SAGOSERVE, an industrial cooperative service society, the manufacturers of starch and sago in this district faced a lot of problems such as lack of financial assistance, warehousing and marketing facilities for tapioca products. The merchants used to offer low prices for their goods and exploited the manufacturers due to an absence of organised marketing and warehousing facilities. To overcome these problems, the sago/starch manufacturers in 1981 formed the Salem Starch and Sago Manufacturers Service Industrial Co-operative Society Ltd., popularly known as the SAGOSERVE under the Tamil Nadu Co-operative Societies Act 1961. This society is functioning under the administrative control of the Director of Industries and Commerce, Government of Tamil Nadu. After the emergence of SAGOSERVE, the bargaining power of manufacturers has substantially increased and the menace of middlemen in this trade has been completely eliminated. Owing to the sustained efforts of the society, sago/starch industry has now become the backbone of Salem districts rural economy, providing employment to more than 5 lac people both in agriculture as well as factories.

Objective
Strengthen the Co-operative movement in the Sago & Starch sector. Remove the middlemen from the scene of Sago & starch trade and to ensure better prices for the tapioca finished products. Advance credit to members. Improve productivity of the tapioca finished products and to disseminate market intelligence to its members. Generate employment in rural areas for skilled and unskilled labour

INCENTIVES OFFERED BY STATE AND CENTRAL GOVTS State Govt. participation in the share capital structure of the society 7

State Govt. sanctioned subsidy for modernization of sago and starch units in TamilNadu Govt. of India sanctioned financial assistance for sago andstarch cluster in Salem and Namakkal under Small Industries Cluster Development Programme These incentives have played a pivotal role in strengthening SAGOSERVE and helped the Sago/Starch industry thrive in an appreciable manner

I.

SERVICES
A. Member B. Merchants Build new strength with the services of Sagoserve. One of the largest Industrial co-operatives in the Country Member

Provides readymade marketing floor for starch and sago Advance credit and payment for sold goods within 24 hours Provides warehousing facilities

Promotes business and trade within and outside the State Remits Additional Sales Tax (AST) to the State Exchequer Arrange tie-up with bankers for working capital, loan etc As soon as the member confirms the sale, the member is paid Rs.40 per bag for Starch for deduction and for the unsold stock 70% of the value of the goods is being paid as advance

The goods of the members, till the confirmation of the sale are stored in the SAGOSERVE godowns at a nominal godown rent

Merchants

Facilitates easy purchase of desired quality products at affordable rate at one place Provides grace time of 5 days to lift the confirmed products without any extra charges Offers maximum time limit up to 45 days for removal of sold goods on payment of nominal interest and warehouse rent 8

Remittance of sales value in prescribed instalments is admitted as per the terms & conditions Concessional TNGST rate of 2% for sale of sago and starch through the society (4% ST payable for purchase outside the society)

The merchants who buy the Sago/Starch from "Sagoserve" are exempted from CST of 4% for inter-state sales. This is an incentive offered by the state Government to promote co-operative movement

II.

QUALITY

Sago consumers prefer white colour. But the colour is the first casualty in case of any imperfection or any shortcut deliberate or accidental in the manufacturing process. The unscrupulous manufacturers resort to the unsavory practice of adding chemicals like bleaching agents (such as calcium hypochlorite, sodium, hypochlorite, etc.,); acids (such as sulphuric acid, hydrochloric acid, phosphoric acid, etc.,); and artificial whitening agents (such as 2-BCon or Tinopal) to impart an artificial brilliant white colour to their improperly manufactured sago. The chemically treated sago overcomes the handicap of colour but is not good for the health of the consumer and attracts the Food Adulteration Act. To ensure that chemical treatment of sago is not encouraged Sagoserve has established a modern lab in its premises and all the dispatches by the members are tested for ph, CN, chloride and sulphates. Only those lots which pass all the above tests are accepted for sale by us. This has forced the manufacturers to improve their factories and the manufacturing process so that their dispatches do not fail in any of the tests in our lab.

III.

GROWTH

As on 31.08.2000 the number of member units has gone up to 765 and the capital has grown to Rs567.11 lacs, which includes the share of Rs.99.82 lacs of the Government of Tamil Nadu. The SAGOSERVE has steadily grown in size as well as in strength. It has 10 go-downs (storage houses) of its own with a capacity of about 2.25 lac bags each. This growth was achieved by SAGOSERVE due to the loyalty of its members and hard work of their staff. Thetable furnished below speaks volumes and verses of this society.

OVER A DECADE SINCE INCEPTION, SAGOSERVE HAS REACHED NEW HEIGHTS GROWTH AT A GLANCE

30 25 20 15 10 5 0

s k l n i g a b o N
IV.

TENDERS

Daily Tender Unique Selling Proposition Sagoserve members send their finished goods for sale through the society. On receipt of

goods, the member is paid 50% of the value of the goods as advance and consignment is assigned a 'Lot Number'. Samples drawn from these consignments are displayed for 'Tender Sale' conducted daily except on sundays and declared holidays. After paying a tender deposit of Rs.1,50,000/- the buyers are registered with the society and only then they can participate in the tenders. At present both industrial concerns as well as private traders have registered themselves as buyers at the Sagoserve. After verification of samples of starch and sago in the tender hall the traders quote their rates in secret and the results are announced after tabulation around 2.30 P.M. The member-producer has the option of confirming the highest rate offered for his goods. Once he confirms the sale he is paid another additional advance calculated with reference to the sales rate after keeping Rs.30/- per bag for recoverable expenses at the time of final settlement. The goods of the members, till the confirmation of the sale and those of the buyers, till they take delivery, are store.

2 8 9 1 3 2 8 9 1 4 3 8 9 1 5 4 8 9 1 6 5 8 9 1 7 6 8 9 1 7 8 9 1 8 9 1 0 8 9 1 0 9 1 2 9 1 3 2 9 1 4 3 9 1 5 4 9 1 6 5 9 1 7 6 9 1 8 7 9 1 8 9 1 0 9 1 1 0 2 1 0 2 3 0 2 4 3 0 2 5 4 0 2 6 5 0 2 7 6 0 2 8 7 0 2 9 8 0 2 10 9

INFRASTRUCTURE

Particulars Administrative office: 1

No

Capacity

Administrative office, godown Office, Tender, Lab, Meeting Hall, Members & Merchants Waiting Room & Tender Hall 10 2 1 20 3 2.19 lakh Sq.ft, 2.25 lakh bags 30 tonnes & 25 tonnes To test Sago Sample before display for sale Entire SAGOSERVE operations are computerized To monitor the Tender hall by the M.D/S.O

Godowns Weighbridges Sago Testing Lab Computers CCTV, Security

AWARDS National Cooperative Excellence Award for SAGOSERVE The National Cooperative Development Corporation (NCDC) felicitates best performing cooperatives from all parts of the country for excellence in their working and confers NCDC Cooperative Excellence Awards on them. It is an initiative by NCDC to encourage and give due recognition to those cooperatives who despite odds, are able to sustain and work for development and prosperity of the agrarian society. The awards are bestowed on one primary level Cooperative from each state biennially. Cooperative Excellence Awards 2010 were given away by the Honourable Union Minister of State for Agriculture Shri Arun Subashchandra Yadav on February 4, 2011 in New Delhi. SAGOSERVE was bestowed this rare honour and the award was received by the Managing Director & Special Officer K.K. Kaushal, I.F.S., It comprises a shield, cash prize of Rs.50000/- and a citation. The award has boosted our spirits members and staffs have resolved to redouble their efforts to take SAGOSERVE to further heights.

11

LIST OF MANAGING DIRECTORS 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 Tvl.N. Natarajan, B.Com., E.N. Periyasamy, B.Com., Rameshram Mishra, I.A.S., R.N. Choubey, I.A.S., Dipak Jain, I.A.S., Gabriel Jeyaraj, B.A., V.M. Sundram, B.A., N.Narayanasamy, B.A., Ashok Kumar Gupta, I.A.S., Hansraj Verma, I.A.S., Vishwanath Shegaonkar, I.A.S., Sandeep Saxena, I.A.S., V. Velayutham, B.Com., Md.Nasimuddin, I.A.S., P.Sivasankaran, I.A.S., M.S.S. Ravi, B.E., T.N.Ramanathan, I.A.S., S.K.Prabakar, I.A.S., R. Ekambaram, B.E., Jatindranath Swain, I.A.S., K. Ashokvardhan Shetty, I.A.S., R. Ekambaram, B.E., M.B.A., D. Raajendiran, I.A.S., K. Maharabushanam, M.A., Harsahay Meena, I.A.S., K. Govindarajan, M.E., Harmander Singh, I.A.S., K.K. Kaushal, I.F.S., 18-06-81 30-04-84 25-05-84 19-06-84 20-06-84 11-06-85 21-06-85 06-06-86 05-08-86 26-05-87 14-06-87 25-10-88 26-10-88 18-05-89 19-05-89 24-07-89 24-07-89 05-06-90 13-07-90 30-07-92 15-09-92 20-03-95 20-03-95 17-07-96 18-07-96 05-09-96 06-09-96 12-05-98 13-05-98 05-04-99 05-04-99 26-05-99 26-05-99 13-06-01 13-06-01 12-06-02 12-06-02 15-11-02 15-11-02 20-07-03 21-07-03 20-01-06 20-01-06 01-06-06 01-06-06 31-10-07 31-10-07 10-03-08 13-03-08 17-08-09 17-08-09 29-09-09 29-09-09 10-09-10 11-09-10 Present Managing Director

THEORECTCAL BACKGROUND
PERCEPTION We use our senses (sight, smell, taste, touch, and hearing) to interpret information and give meaning to what object around us. Perception is the process by which we organize and select information received through the senses and give meaning to the objects in the world around us. This is done by our brain. We do not always do this correctly. How do you determine whether furniture is durable? Suppose a marketer finds that you lift it and if it is heavy you conclude that it is durable. DEFINITION The entire process by which an individual becomes aware of the environment and interprets it. So that it will fit into his or her frame reference. Individuals also experiences a certain amount of risk when making purchasing decision and have limited capacity to process all the different stimuli directed at them. This leads to a selective perception process where individuals will expose themselves selectively to marketing stimuli pay selective attention to these stimuli and then interpret it to conform with previous held belief and attitudes. Only messages conforming to held beliefs will be retained. FRAME REFERENCE Merely seeing or hearing, however, cannot be referred to as perception. Perception is seeing or hearing it in terms of a persons frame of reference. Operation of the frame of reference The frame entails the evaluation of every stimulus to which a person is exposed in the light of previously held emotions, behavioral intentions and beliefs. These evaluations are concluded in an overall orientation or attitude toward s certain object, also referred to as a mental set. The three main components through which all information must flow in the frame of reference are the cognitive, affective and behavioral components. 12

INFORMATION FLOW THROUGH THE FRAME OF REFERENCES

Cognitive components The cognitive component consists of the total configuration of beliefs and knowledge about a certain object, as well as previously gained experience Affective components The affective component involves emotions, feelings and prejudices. Prejudices refer to faulty interpretations made previously, and such prejudices cannot be changed easily. Behavioral component The behavioral component has to do with habits, reactions and intentions. Any information contradicting ones habits and intentions will not be accepted easily. Therefore, it can be said that if it is stated that a message was perceive, it means that the stimuli have passed through all three components of the individuals frame of reference in such a way that the person is ultimately able to come to a decision. The fact that stimuli are passing 13

through a persons frame of reference does not mean that the message was perceived correctly or that the decision that flows from it will be positive.

THE CONSUMER PERCEPTION PROCESS

The consumer perception process consists of five distinct activities. The first activity is that of exposure to stimuli. The second states that attention to stimuli has to occur. During the third activity, organization, people organize stimuli so that it can be comprehended and retained. The fourth activity is that of interpretation of the message. Information is retained during the last activity. THE CONSUMER PRCEPTION PROCESS

EXPOSURE The exposure to stimuli is of either an intentional or an accidental nature. Intentional exposure occurs when an individual is exposed to market related information because of his own intentional, goal directed behavior, it reflects a persons interests, reading habits, information needs and life style. Accidental exposure to stimuli occurs when the individual is exposed to intensive marketing campaigns, such as the messages portrayed by the broadcasting media, billboards, point-of-sale displays in the retail store and the vast number of magazine and newspaper advertisements. 14 15

Furthermore, the individual is also accidently exposed to information such as testimonies from friends or relatives concerning a specific product. Such testimonies first lead to interest, and then to intentional exposure. The important of exposure by stating that there can be no communication (or apperception process for that matter) without exposure. ATTENTION The attention process can therefore be viewed as an information filter a screening mechanism that controls the quantity and nature of information any individual receives. Level 1 A receiver actually seeks information at the first level of the attention filter, active search. Information might be gathered from magazines not normally read, or by soliciting the opinions of friends. Level 2 At the second level, passive search, a receiver searches for information only from sources to which he is exposed during the normal course of events. No effort is made to obtain information from sources not usually exposed to. Level 3 At the final level, passive attention, a receiver has little immediate need for information. Although no conscious effort is made to obtain information, some may nevertheless enter the system. Factors determining attention For the marketer to attempt to gain attention to his marketing efforts, it is useful to note the different factors determining attention. The three factors are the stimulus, the individual, and the situation. 1. Stimulus factors [Size and intensity, Colour movement and contrast, Position, Isolation, Format, Information quantity] 2. Individual factors [Information of practical value, Information that supports Information that stimulates, Information that interests]
3. Situational factors [Advertisement, Package, Brand and othrs]

13

ORGANISATION The organization of disparate information so that it can be comprehended and retained. People do not experience the numerous stimuli they select from the environment as separate and discrete sensations. They rather tend to organize them into groups and perceive them as unified wholes. The perceived characteristics of even the simplest stimulus are therefore viewed as a function of the whole to which the stimulus appears to belong. PERCEPTUAL INTERPRETATION A process whereby people draw upon their experience, memory, and expectations to interpret and attach meaning to a stimulus. Interpretation phase is uniquely individual, since it is based upon what individuals expect to see in the light of their previous experience, on the number of plausible explanations they can envision, and on their interests and motives at the time perception occurs. People will retrieve from long-term memory information pertinent to the stimulus. Expectancies regarding what the stimulus should be like are also retrieved from memory and used to interpret the stimulus. RETENTION Even if the total perception process was successful it serves no purpose if the individual is unable to recall the information when he is required to act on it. The message has failed if a person cannot remember its content. Retention is therefore the actual storage of processed information in the memory of the individual. That memory plays a critical role in guiding the perception process. Memory has a long term storage component and a short term memory is the active component, it deals with problem solving by using newly acquired information. This, however, can only be true if no knowledge about a certain subject exists, and that is rarely the case, long term memory is activated to help solve the problem by supplying relevant past stored information. Long term 16

memory is once again activated to retain the information once the processing has been completed, and this will remain dormant for future reference purpose.

PERCEPTUAL DEFENCE Distortion of information by consumers so that it conforms to their beliefs and attitudes. This function operates to protect the individual from threatening or contradictory stimuli. Perceptual defence explains that there are two reasons why people apparently feel a need to defend themselves against information. The two reasons are perceived risk and perceptual overload. Perceived risk deals with the different kinds of risk associated with a purchasing decision, while perceptual overloads that the consumer has a limited capacity to process the variety of stimuli directed at him. Because of the above, consumers erect perceptual defence barriers, also known as the selective perception process. Before attending to the selective perception process. The focus will be directed towards perceived risk and perceptual overload. PERCEIVED RISK Some products are perceived as high risk (sports car, house) and some are seen as low risk (flour, a deck of playing cards). In general, two factors affect the perceived risk of a product that is uncertainty and consequences. FINANCIAL RISK Sometimes consumers are concerned about losing money if a product does not work well. PERFORMANCE RISK You might be worried that the product does not work. Do you worry that salt will not work. PSYCHOLOGICAL RISK Sometimes people are concerned that a product may not fit their self-image. This is mainly true for clothing. ATTITUDES Attitudes have three components: the cognitive deals with beliefs and knowledge the affective deal with emotion likes and dislikes and the cognitive, which is more behavioral, deals with actions, motives, and intent. The teacher evaluation scale completed by students every semester measures your attitude towards a particular instructor. 17 18

ATTITUDES CHANGES

Marketers use several approaches in order to try to changes the attitudes of consumers. As was noted above, the attributes of a product play an important role in the consumer decision making process. It means the consumer to change the product. REFERENCE GROUP

People who are members of a gang tend to dress alike and buy the same brand of beer and cigarettes. It means to purchase same thing of products

CONCLUSION
From above the discussion it can be seen that the perception process may be the most significant barrier to effective communication due to the number of different influences on the perception process. Important to note is the fact that the total perception process is highly individual and that the same person may devote a different meaning to the same stimuli in different situations. From a marketing perspective it is extremely important to note that consumers act and react on the basis of their perceptions, not on object reality. The stimuli, to which an individual is exposed, need to be above the absolute threshold level if they are to be perceived. All stimuli that a person is exposed to first pass through his frame of reference which consists of all his previous held beliefs, experiences, etc. Information to be retained passes through the perception process. Because of the great number of stimuli that an individual is exposed to and the fact that risk is perceived during decision making, consumers expose, pay attention, interpret and retain information selectively. All stimuli are also conformed to coincide with existing held beliefs. Information of conflicting nature to a persons frame of reference will not be changed easily.

INTRODUCTION TO THE STUDY

14 19

TITLE OF THE STUDY

A STUDY ON CONSUMER PERCEPTION ON SAGO PRODUCTS WITH SPECIAL REFERENCE TO SALEM DISTRICT

STATEMENT OF THE PROBLEM

A study of consumer perception in Sago (Sabut-dana) product for special purpose of to know about the consumer perception for improve the product and marketing function for consumer satisfaction in Salem district. To know about how many people to get aware about SAGO (Sabut-dana) To find out the competitive products against the SAGO (Sabut-dana)

To find the choice and which size of packaging is very well moving in market

Why some people did not consume SAGO (Sabut-dana) and find out what their

reason
Who is the main consumer in SAGO ((Sabut-dana)?

To get suggestion from public for further improvement of increase the sales volume of

sago product

20

OBJECTIVES

PRIMARY OBJECTIVES

To study the perception of consumer about Sago (Sabut-dana) product

SECONDARY OBJECTIVES

To find the awareness among consumers about Sago (Sabut-dana) product To analyse the various parameters that determines the choice of consumer in Sago

(Sabut-dana)

To offer suggestions to the Sago (Sabut-dana) manufacture to improve the sales

volume of Sago product

21

SCOPE OF THE STUDY

The project throws on the need for learning buying perception for successfully marketing 22 23

The project was developed based on benefits of sales towards manufacturers It will be helpful for the manufacturers to identify the needs and benefits of the consumer and to take decision to promote the marketing

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 consumer and attitude of the perception

24

LIMITATIONS OF STUDY

The project area is Salem District, so the population size is very high for Taking survey and also difficult in to find the Sago (Sabut-dana) consumers

Research has been done only to limited Sago consumer so has to be expand One of the important limitation is consumer behavior is changed according to their mind setting

RESEARCH METHODOLOGY

RESEARCH METHODOLOGY
RESEARCH Research in common place refers to a search for knowledge. Research is defined as systematic and scientific search for pertinent information on specific topic or area of study.

METHODOLOGY Methodology is a plan of action for a research project and explains in detail how data are collected analyzed and presented, so that they will provide meaning information.

GEOGRAPHICAL AREA COVERED

The project deals with the study on Consumer Perception which is an empirical investigation carried on Sago users in the area of Salem district.

PERIOD OF STUDY
The period of study is two month from December 2011 to January 2012.

RESEARCH DESIGN
A Research design is purely and simply the framework or plan for the guides the collection and analysis of data. It is the overall operational pattern or framework of the project that stipulated the information to be collected, from which source and what procedures. A Research design might be described as a series of advance decision that taken together from a specific master plan or the model for the conduct of the investigation. Descriptive research is used in this project. DESCRIPTIVE RESEARCH This type of research design is undertaken in many circumstances. When the researcher is interested in knowing the characteristics of certain groups such as age, sex, education level, Occupation or income etc. The Objective of such study is to answer the Who, What, When, Where, and How of the subject under investigation, so in this project study comes under descriptive research design.

SAMPLING DESIGN
Due to cost and time involved in collecting the data from all the respondents, it becomes a compulsion to choose representation. Sampling design explains as under, Population The population constitute of all the Sago users at Salem District. Sampling Unit 25

The sampling unit is who is to be surveyed? That is sampling unit is who are all the respondent is called sampling unit. The sampling units for this study are Sago users of Salem District. Sampling Size The sample size for this study is 150. Sampling Method Different types of sampling methods are available. In this study the convenience sampling was selected for this research. This sampling method used the principles of non-probability technique.

MTHOD OF DATA COLLECTION

The task of data collection begins after research problems have been defined and research design chalked out. Data is the foundation for all marketing research. The researchers can obtain data form. Primary Data Questionnaires are prepared and personal interview was conducted. Most of the questions are consist of multiple choices. The structured interview method was undertaken. The interview was conducted in English as well as in Tamil. Proper care was taken to frame the interview schedule in such a manner it should be easily understood in view of educational level of the consumers. Generally 26 questions are prepared and asked to the Sago users of Salem District. Secondary Data Secondary data was collected from Internets, various books, Journals, and Company Records.

RESEARCH INSTRUMENT
The questionnaire was found to be the most suitable type of research instrument to collect data. It is important tool of the research; it is used to generate the raw data on which findings were based. QUESTIONNAIRE CONSTRUCTION 26

A questionnaire is an assembly of carefully formulated questions, designed to collect facts and options from the respondents. Its an important tool of the research; it is used to generate the raw data on which findings were based. AIM OF THE QUESTIONNAIRE To obtain accurate data. To make interview as interesting and stimulating. To be easily analysis. To facilitate efficient administration of information.

TOOLS FOR ANALYSIS

To arrange and interpret the collected data the following statistical tools were used.

Percentage Method. Bar Diagram Method ANOVA Method.

1. 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. No. of respondents favorable Percentage of Respondents = Total no. of respondents x 100

2. BAR DIAGRAM Using bar chart the collected data are clearly plotted and well define.

3. ANOVA (ANALYSIS OF VARIENCE)

In the work of fisher Analysis of variance is the technique used to estimate the separation of variance as crib able of one group of cases from the variables as capable to other group. 27 In

the short, it can be said that analysis of variance is the classification and cross analysis of statistical data with the view of testing whether the mean of specific classification differ significantly or they are homogeneous. TWO WAY CLASSIFICATIONS Here we accept to study the effect of two factors in the same experiment. Again, for each factor there will be a number of classes or levels. Also the procedures for analysis are somewhat different than the one followed while dealing with problem of one way classification. Correction factor (CF) CF = T2/N T = Total of sample unit N = Number of items B. sum of square between Columns (SSC) SSC =Ti2/N-CF C. sum of square between Row (SSR) SSR = Ti2/N-CF D. Total sum of square SSE =SSC SSR SST = SSE + SSR + SSC

TABLE Source of Sum of square variation Between column SSR Between row SSC Degree of Mean sum of square freedom c-1 MSC = SSR/c-1 r-1 28 MSR = SSC/r-1 F-Ratio F = MSC / MSE F = MSR / MSE

Error Total

SSE SST

(c-1)(r-1) rc-1

MSE = SSE/(c-1)(r-1) -

29

ANALYSIS & INTERPRETATION

TABLE NO: 1

TABLE SHOWING AGE OF THE RESPONDENTS Source: Primary data

FACTORS 20-30 years 31-45 years Above 45 years TOTAL NO OF RESPONDENTS 74 54 22 150 PERCENTAGE 49.33 36 14.66 100

Inference:
From the above table, it is inferred that 49.33% of respondents are from 20-30 years of age, 36% of respondents are from 31-45 years of age, 14.66% of respondents are from above 45 years of age. The table shows that Consumption of Sago (Sabudana) in age wise. Highly age belonging to 20-30 consumes more.

CHART NO: 1

CHART SHOWING AGE OF THE RESPONDENTS

30

80 70 60 50 40 30 20 10

49.33%

Percentage

36%

14.66%

t d n p s e R f o N

0 20-30 years Age of the Respondents 31-45 years Above 45 years

TABLE NO: 2 TABLE SHOWING GENDER OF THE RESPONDENTS

FACTORS

NO OF RESPONDENTS 31

PERCENTAGE

Male Female TOTAL

58 92 150

38.66 61.33 100

Source: Primary data Inference:

From the above table, it is inferred that 61.33% of respondents are female and 38.66% of respondents are male.

CHART NO: 2 CHART SHOWING GENDER OF THE RESPONDENTS

32

100 90 80 70 60 50 40 30 20 10 0

Percentage

61.33%

38.66%

t d n p s e R f o N

Male Gender of The Respondent

Female

TABLE NO: 3 TABLE SHOWING AREA OF THE RESPONDENTS

33

FACTORS Urban Rural Semi Urban TOTAL

NO OF RESPONDENTS 75 52 23 150

PERCENTAGE 50 34.66 15.33 100

Source: Primary data Inference:

From the above table, it is inferred that 50% of respondents are urban and 34.33% of respondents are rural and 15.33% of respondents are semi urban

CHART NO: 3 CHART SHOWING AREA OF THE RESPONDENTS

34

Percentage 80 70 60 50 40 30 20 10 0 Urban Pla e Of T R pondents c he es Rural Semi Urban 15.33% 34.66% 50%

t d n p s e R f o N

TABLE NO: 4 TABLE SHOWING OCCUPATION OF THE RESPONDENTS

35

FACTORS Salaried Agriculture Business House wife Student TOTAL

NO OF RESPONDENTS 78 14 12 35 11 150

PERCENTAGE 52 9.33 8 23.33 7.33 100

Source: Primary data Inference:

From the above table, it is inferred that 52% of respondents are in salaried and 23.33% of respondents are housewife and 9.33% of respondents are agriculture and 8% of respondents are business and 7.33% of respondents are students. Total 150 sample there occupation is different agriculture, Business, salaried, student and housewife. In that category the percentage diagram shows salaried are important buyer for Sago (Sabudana) products.

CHART NO: 4 CHART SHOWING OCCUPATION OF THE RESPONDENTS

36

90 80 70 60 50 40 30 20 52%

Percentage

23.33%

9.33%

8%

7.33%

t d n p s e R f o N

10 0 Salaried Occupation Agriculture Business House wife Student

TABLE NO: 5 TABLE SHOWING EATING HABIT OF THE RESPONDENTS

37

FACTORS Regularly Often Sometime Never TOTAL

NO OF RESPONDENTS 28 3 119 0 150

PERCENTAGE 18.66 2 79.33 0 100

Source: Primary data Inference:

From the above table, it is inferred that 79.33% of respondents are consume sometime and 18.66% respondents are consume regularly and 2% of respondents are consume often

CHART NO: 5 CHART SHOWING EATING HABIT OF THE RESPONDENTS

38

Percentage 140 120 100 80 60 40 20 18.66% 2% Regularly Eating Habit Often Sometime 0% never 79.33%

t d n p s e R f o N

TABLE NO: 6 TABLE SHOWING BE ACQUAINTED OF THE RESPONDENTS

39

FACTORS Traditional Usage Family Members Internet Recipes Book TOTAL

NO OF RESPONDENTS 45 64 12 26 150

PERCENTAGE 30 42.66 8 17.33 100

Source: Primary data Inference:

From the above table, it is inferred that 42.66% of respondents know about family members and 30% of respondents know about traditional usage and 17.33% of respondents know about through recipes book

CHART NO: 6 CHART SHOWING BE ACQUAINTED OF THE RESPONDENTS

40

70 60 50 40 30 20 10

Percentage

42.66%

30%

17.33% 8%

t d n p s e R f o N
0 Traditional Usage Family members Be Acquainted Internet Recipes Book

TABLE NO: 7 TABLE SHOWING CONSUMING PERIOD OF THE RESPONDENTS

41

FACTORS More than six month More than two years More than ten years More than twenty years TOTAL

NO OF RESPONDENTS 16 12 43 79 150

PERCENTAGE 10.66 8 28.66 52.66 100

Source: Primary data Inference:

From the above the table it is inferred that 52.66% of respondents are consuming more than twenty years and 28.66% of respondents are consuming more than ten years and 10.66% of respondents are consuming more than six month

CHART NO: 7 CHART SHOWING CONSUMING PERIOD OF THE RESPONDENTS

42

90 80 70 60 50 40 30 20 10 0

Percentage

52.66%

28.66%

10.66%

8%

t d n p s e R f o N

More than six month C uming Period ons

More than two years

More than ten years

More than twenty years

TABLE NO: 8 TABLE SHOWING ACQUISITIONS OF THE RESPONDENTS

43

FACTORS Supermarket Retail Outlet Departmental Store Street Vendors Merchandise TOTAL

NO OF RESPONDENTS 38 34 72 0 6 150

PERCENTAGE 25.33 22.66 48 0 4 100

Source: Primary data Inference:

From the above table, it is inferred that 48% of respondents are purchase in departmental store and 25.33% of respondents are purchase in supermarket and 22.66% of respondents are purchase in retail outlet and 4% of respondents are purchase in merchandise and no one purchase in street vendors.

CHART NO: 8 CHARTS SHOWING ACQUISITIONS OF THE RESPONDENTS

44

80 70 60 50 40 30 20 10

Percentage

48%

25.33%

32.66%

4% 0% Supermarket Acquisitions Departmental store Merchandise

t d n p s e R f o N

TABLE NO: 9 TABLE SHOWING ACQUISITIONS PERIOD OF THE RESPONDENTS

45

FACTORS Monthly Often Some time Never TOTAL

NO OF RESPONDENTS 68 6 76 0 150

PERCENTAGE 45.33 4 50.66 0 100

Source: Primary data Inference:

From the above table, it is inferred that 50.66% of respondent buying sometime and 45.33% of respondents buying monthly and 4% of respondents buying the product in often and 0% result in never buying

CHART NO: 9 CHART SHOWING ACQUISITIONS PERIOD OF THE RESPONDENTS

46

80 70 60 50 40 30 20

Percentage 45.33%

50.66%

t d n p s e R f o N

10 0 Monthly Ac iting Period quis

4% 0% Often Some time Never

TABLE NO: 10 TABLE SHOWING PREFERING PERIOD OF THE RESPONDENTS

47

FACTORS Daily Festival Time Some Time Never TOTAL

NO OF RESPONDENTS 15 69 66 0 150

PERCENTAGE 10 46 44 0 100

Source: Primary data Inference:

From the above table, it is inferred that 46% of respondents are prefer in festival time and 44% of respondents are prefer at some time and 10% of respondents are prefer daily and 0% of respondents are never prefer the sago product

CHART NO: 10 CHART SHOWING PREFERING PERIOD OF THE RESPONDENTS

48

80 70 60 50 40 30 20

Percentage

46%

44%

10% 0% Daily Prefering Period Festival tim e Some time Never

t d n p s e R f o N

10 0

TABLE NO: 11 TABLE SHOWING CHOOSING ASPECT OF THE RESPONDENTS

49

FACTORS Taste Purity Calories Usage Others TOTAL

NO OF RESPONDENTS 83 0 58 9 0 150

PERCENTAGE 55.33 0 38.66 6 0 100

Source: Primary data Inference:

From the above table, it is inferred that 55.33% of respondents are select in taste and 38.66% of respondents are select in calories and 6% of respondents are select in usage and the purity and other factors are not select

CHART NO: 11 CHART SHOWING CHOOSING ASPECT OF THE RESPONDENTS

50

90 80 70 60 50 40 30 20

55.33%

Percentage

38.66%

t d n p s e R f o N

10 0 Taste Choosing Aspect

6% 0% purity Calories usage 0% Others

TABLE NO: 12 TABLE SHOWING CONSUMED OR ELSE OF THE RESPONDENTS

51

FACTORS Yes No TOTAL

NO OF RESPONDENTS 118 32 150

PERCENTAGE 78.66 21.33 100

Source: Primary data Inference:

From the above table, it is inferred that 78.66% of respondents are yes and 21.33% of respondents are no

CHART NO: 12 CHART SHOWING CONSUMED OR ELSE OF THE RESPONDENTS

52

140 120 100 80 60 40

Percentage 78.66%

21.33%

t d n p s e R f o N

20 0 Yes Consumed or else No

TABLE NO: 13 TABLE SHOWING UNDESIRABLE OF THE RESPONDENTS

53

FACTORS Quality Cost Procedure Taste TOTAL

NO OF RESPONDENTS 18 81 43 8 150

PERCENTAGE 12 54 28.66 5.33 100

Source: Primary data Inference:

From the above table, it is inferred that 54% of respondents are cost and 28.66% of the respondents are procedure and 12% of respondents are quality and 5.33 % of respondents are taste negative

CHART NO: 13 CHART SHOWING UNDESIRABLE OF THE RESPONDENTS

54

90 80 70 60 50 40 30 20 10 0

Presentage

54%

28.66%

12% 5.33%

t d n p s e R f o N

Quality Undesirable Aspect

Cost

Procedure

Taste

TABLE NO: 14 TABLE SHOWING RICH MAN FOOD OF THE RESPONDENT

55

FACTORS Strongly Agree Agree Neither Agree nor Disagree Strongly Disagree Disagree TOTAL

NO OF RESPONDENTS 19 105 17 3 6 150

PERCENTAGE 12.66 70 11.33 2 4 100

Source: Primary data Inference:

From the above table, it is inferred that 70% of respondents are agree and 12.66% of

respondents are strongly agree and 11.33% of respondents are neither agree nor disagree and 4% of respondents are disagree and 2% of respondents are strongly disagree

CHART NO: 14 CHART SHOWING RICH MAN FOOD RESPONDENT

56

120 100 80 60 40 20 0

Percentage

70%

12.66%

11.33% 2% 4% Disagree

Strongly Agree Rich Man Food

t d n p s e R f o N

Agree

Neither Agree nor Disagree

Strongly Disagree

TABLE NO: 15 TABLE SHOWING DESIRED PACKAGING OF THE RESPONDENT

57

FACTORS 100gm 200gm 500gm 1kg 5kg TOTAL

NO OF RESPONDENTS 16 89 32 13 0 150

PERCENTAGE 10.66 68 21.33 8.66 0 100

Source: Primary data Inference:

From the above table, it is inferred that 68% of respondents are preferred in 200gm and 21.33% of respondents are preferred in 500gm and 10.66% of respondents are preferred in 100gm and 8.66% of respondents are preferred in 1kg and 5kg was not preferred by the respondents

CHART NO: 15 CHART SHOWING DESIRED PACKAGING OF THE RESPONDENT

58

100 90 80 70 60 50 40 30 20

Percentage

68%

21.33% 10.66% 8.66% 0% 100gm 200gm 500gm 1kg 5kg

t d n p s e R f o N

10 0 Desired Packaging

TABLE NO: 16 TABLE SHOWING SATISFACTION LEVEOF THE RESPONDENT 59

FACTORS Highly Satisfy Satisfy Neither Satisfy Dissatisfy Highly Dissatisfy TOTAL

TASTE Respondent % 10 6.66 120 80 18 12 2 1.33 0 0 150 100

QUALITY Respondents % 0 0 41 27.33 109 72.66 0 0 0 0 150 100

PRICE Respondents % 25 16.66 73 48.66 52 34.66 0 0 0 0 150 100

Source: Primary data Inference:

From the above table it is inferred that 150 respondents are select various factors in taste quality and price. In taste 80% of respondents are satisfy and 12% of respondents are neither satisfy and 6.66% of respondents are highly satisfy and 1.33% of respondents are dissatisfy and all the respondents are didnt chose highly dissatisfy. In quality 72.66% of respondents are neither satisfy and 27.33% of respondents are satisfy and all the respondents are didnt select highly satisfy, dissatisfy and highly dissatisfy. In price48.66% of respondents are satisfy and 34.66% of respondents are neither satisfy and 16.66% of respondents are highly satisfy and all the respondents are didnt select dissatisfy and highly dissatisfy.

CHART NO: 16 CHART SHOWING SATISFACTION LEVE OF THE RESPONDENT

60

140 120 100 80 60

Percentage
80% 73%

49% 35% 27% 17% 7% 0% Highly Satisfy Satisfaction Level Satisfy Neither Satisfy
TASTE QUALITY

40 20

12% 1% 0% 0% Dissatisfy
PRICE

t d n p s e R f o N

0% 0% 0% Highly Dissatisfy

TABLE NO: 17
61 TABLE SHOWING RANK PREFERENCE OF THE RESPONDENT

FACTOR Good Very good Moderate Poor Very poor TOTAL

MONEY QUALITY NO.R % NO.R % 42 28 82 54.66 12 8 27 18 96 64 33 22 0 0 8 5.33 0 0 0 0 150 100 150 100

AVILABILITY NO.R % 107 71.33 18 12 25 16.66 0 0 0 0 150 150

BRAND PACKING NO.R % NO.R % 0 0 35 23.33 0 0 18 12 26 17.33 74 49.33 109 72.66 16 10.66 15 10 7 4.66 150 100 150 100

Source: Primary data Inference:

From the above table it is inferred that 150 respondents are given the rank to various factors in taste quality availability brand and packing. In money 64% of respondents are given the rank is moderate and 28% of respondents are given the rank is good and 8% of respondents are given the rank is very good and all the respondents are didnt select poor and very poor. In quality 54.66% of respondents are given the rank is good and 22% of respondents are given the rank is moderate and 18% of respondents are given the rank is very good and 5.33% of respondents are given the rank is poor and all the respondents are didnt give the rank of very poor. In availability 71.33% of the respondent are given the rank is good and 25% of the respondent given the rank is moderate and 18% of the respondent is given the rank is very good. In brand 72.66% of the respondent are given the rank is moderate and 17.33% of the respondent is given the rank is moderate. In packing 49.33% of the respondent is given the rank is moderate and 23.33% of the respondent is given the rank is good and 12% of the respondent is given the rank is very good and 10.66% of the respondent is given the rank is poor and 4.66% of the respondent is given the rank is very poor.

CHART NO: 17 CHART SHOWING RANK PREFERENCE OF THE RESPONDENT

62

120 100 80 60
28%

Percentage
71%

73%

64%
55%

49%

40 20 8% 0% 0% Money

22% 18% 5% 0% Quality

23%

17% 12%

17% 10% 12% 11% 5%

t d n p s e R f o N

0%0% 0% 0%

Availability

Brands

Packing

Rank Preference

Good

Very Good

Moderate

Poor

Very Poor

TABLE NO: 18
63

TABLE SHOWING PREPARATION AND USAGE CONSCIOUS OF THE RESPONDENTS

PARTICULARS Yes No I am not sure Total

NO OF RESPONDENTS 61 6 83 150

PERCENTAGE 40.66 4 55.33 100

Source: Primary data Inference:

From the above table it is inferred that 55.33% of the respondent are I am not sure and 40.66% of the respondent are yes and 4% of the respondent are given no.

CHART NO: 18
64

CHART SHOWING PREPARATION AND USAGE CONSCIOUS OF THE RESPONDENTS

90 80 70 60 50 40 30 20 10

Percentage

55%

41%

4% Yes Preparation and Usage Consious No I am not sure

t d n p s e R f o N

TABLE NO: 19 65

TABLE SHOWING CONSUMING RESOLUTION OF THE RESPONDENTS

SAGO RESPONDENT FACTORS 150 Laddu Pudding Uppuma Chivadi Payasam Pappad Halwa Vada Bonda Khichidi Kheer Honey dew Pakoda Varity Rice
32 0 59 0 150 85 5 2 3 41 0 0 4 72 21.33 0 39.33 0 100 56.66 3.33 1.33 2 27.33 0 0 2.66 48

STARCH RESPONDENT % FACTORS 150 Noodles Soup Vermicelli Sauce Ice cream Bread Cake Laundry Liquid glucose Confectioneries Crackers Glue Custard powder Thickening Agent in gravy dishes
29 15 14 0 0 0 0 22 0 0 0 3 10 26 19.33 10 9.33 0 0 0 0 14.66 0 0 0 2 6.66 17.33

Source: Primary data Inference:

From the above table it is inferred that 150 respondents are consuming Sago and Starch their various things in use directly or indirectly. In Sago 100% of the respondent are consuming resolution is payasam and 56.66% of the respondent are consuming resolution is papad and 48% of the respondent are consuming resolution is varity rice and 39.33% of the respondent are consuming resolution is uppuma and 27.33% of the respondents are consuming resolution is khichidi and 21.33% of the respondent are consuming resolution is laddu and 3.33% of the respondent are consuming resolution is halwa and 2% of the respondent are consuming resolution is bonda and 1.33% of the respondent are consuming resolution is vada. In Starch 19.33% of the respondent are consuming resolution is noodles and 17.33% of the respondent are consuming resolution is thickening agent in gravy dishes and 14.66% of the respondent are consuming resolution is laundry and 10% of the respondent are consuming resolution is soup and 9.33% of the respondent are consuming resolution is vermicelli and 6.66% of the respondent are consuming resolution is custard powder.

CHART NO: 19
66

CHART SHOWING CONSUMING RESOLUTION OF THE RESPONDENTS IN SAGO

160 140 120 100 80 60 40 21% 20 0 39% 27% 0% 0% 3% 1% 2% 0% 0% 3% 57% 48% Percentage 100%

t d n p s e R f o N

Consuming Resolution In Sago

CHART NO: 19- (A) CHART SHOWING CONSUMING RESOLUTION OF THE RESPONDENTS IN STARCH
35 30 25 20 15 10 5 0 10% 9% 7% 2% 0% 0% 0% 0% 0 0 0 19% Percentage 17% 15%

t d n p s e R f o N

Consuming Resolution In Starch

TABEL NO: 20 67

TABLE SHOWING CONSUMING YET OF THE RESPONDENT

FACTORS Yes No I am not sure TOTAL NO OF RESPONDENTS 32 0 118 150 PERCENTAGE 21.33 0 78.66 100

Source: Primary data Inference:

From the above table it is inferred that 78.66% of the respondents are I am not sure and 21.33% of the respondents are yes.

68 CHART NO: 20

CHART SHOWING CONSUMING YET RESPONDENT

140 120 100 80 60 40

Percentage

78.66%

21.33%

t d n p s e R f o N

20 0 Yes 0% No I amnot sure

Consuming Yet Respondents

TABLE NO: 21
69

TABLE SHOWIN PUT FORWARD OF THE RESPONDENT

FACTORS Yes No I am not sure TOTAL NO OF RESPONDENTS
7 58 85

PERCENTAGE
4.66 38.66 56.66

150

100

Source: Primary data Inference:

From the above table it is inferred that 56.66% of the respondents are I am not sure and 38.66% of the respondents are no and 4.66% of the respondents are yes.

70 CHART NO: 21

CHART SHOWIN PUT FORWARD OF THE RESPONDENT

90 80 70 60 50 40 30 20

Percentage

56.66%

38.66%

t d n p s e R f o N

10 0

4.66%

Yes Put Forward

No

I amnot sure

TABLE NO: 22 71

TABLE SHOWIN PRE-EMINENT OF THE RESPONDENT

FACTORS Digestibility Easy to buy Easy to Prepared Healthy food Fulfilled the Nutrition value Non durability TOTAL

NO OF RESPONDENTS
12 42 67 38 3 0

PERCENTAGE
8 28 44.66 25.33 2 0

150

100

Source: Primary data Inference:

From the above table it is inferred that 44.66% of the respondents are easy to prepare and 28% of the respondents are easy to buy 25.33% of the respondents are healthy food and 12% of the respondents are digestibility and 2% of the respondents are fulfilled the nutrition value.

CHART NO: 22
72

CHART SHOWIN PRE-EMINENT OF THE RESPONDENT

80 70 60 50 40 30 20 8% 2% Digestibility Easy to buy Pre-Eminent 0% 28% Percentage 45%

25%

t d n p s e R f o N

10 0

Easy to Healthy food Fulfilled the Non Prepared Nutrition durability value

TABLE NO: 23 73

TABLE SHOWIN MOST HORRIBLE OF THE RESPONDENT

FACTORS Poor Advertisement Long Cooking time Chemicals Traditional Manufacturing Methods TOTAL

NO OF RESPONDENTS
84 26 24 16

PERCENTAGE
56 17.33 16 10.66

150

100

Source: Primary data Inference:

From the above table it is inferred that 56% of the respondents are poor advertisement and 17.33% of the respondents are long cooking time and 16% of the respondents are chemicals and 10.66% of the respondents are traditional manufacturing methods.

TABLE NO: 23 74

CHART SHOWIN MOST HORRIBLE OF THE RESPONDENT

90 80 70 60 50 40 30 20 10 0

56%

Percentage

17%

16% 11%

t d n p s e R f o N

Poor Advertisement Most Horrible

Long Cooking time

Chemicals

Traditional Manufacturing Methods

TABLE NO: 24
75

TABLE SHOWING PROPOSAL OF THE RESPONDENTS

FACTORS Advertisements Sales promotion Direct marketing All the above Others TOTAL NO OF RESPONDENTS
63 17 26 38 6

PERCENTAGE
42 11.33 17.33 25.33 4

150

100

Source: Primary data Inference:

From the above table it is inferred that 42% of the respondents are advertisements and 25.33% of the respondents are all the above and 17.33% of the respondents are direct marketing and 11.33% of the respondents are sales promotion and 4% of the respondents are others.

CHART NO: 24 CHART SHOWING PROPOSAL OF THE RESPONDENTS

76

70 60 50 40 30 20 10

42%

Percentage

25% 17% 11% 4%

t d n p s e R f o N
0 Advertisements Proposal Sales promotion Direct marketing All the above Others

ANOVA TWO WAY CLASSIFICATION

77

Options Daily Festival Time

Taste 15 68 0 0 0 0 0

Purity

Calories 0 0 57 0 58 0 0 9 0 9

Usage 0 0 0 0 0

Others

Total 15 68 66 0 150

Sometimes 0 Others Total 0 83

CALCULATIONS: GT CF = 150 = GT2/N = 1502/25 = 900 SST = Xij2 - CF = 19676 - 900 = 18776 SSC = (Ri2 /C) CF = (10334/5) - 900 = 1166.8 SSR = (Ci2 /C) CF = 9342 - 900 = 968.4 SSE = SST- (SSR + SSC) = 18776 (968.4+1166.8) = 16640.8 MSC = SSC/C-1 = 1166.8/4 = 291.7 MSR = SSR /R-1 = 968.4/4 = 242.1 MSE = SSE/(C-1) (R-1) = 16640.8(4)(3) = 1386.73 ANOVA TABLE 78

Source of variation Between column (SSC) Between row (SSR) Error (SSE) Total

Sum of square 1166.8 968.4 16640.8 SST=18778

Degree of freedom 4 3 12 N-1=19

Mean sum of square 291.7 242.1 1386.7

F-Ratio 72.9 80.7

F calculated value is greater than (<) F table value. So . H01 and H02.

79

FINDINGS

FINDINGS
It is found that 79.33% of the respondents are consume sometime

It is found that 42.66% of the respondents are acquainted by family members It is found that 52.66% of the respondents are consuming more than 20 years It is found that 48% of the respondents are acquisition from departmental stores It is found that 50.66% of the respondents are acquisition period is sometime It is found that 46% of the respondents are preferring period is festival time It is found that 50.33% of the respondents choosing aspect is taste It is found that 78.66% of the respondents consumed or else is yes It is found that 54% of the respondents undesirable factor is cost It is found that 70% of the respondents are agree the statement of it is Rich man food

It is found that 68% of the respondents are desired packaging size is 200gms It is found that 80% of the respondents are satisfy its taste It is found that 72.66% of the respondents are neither satisfy its quality It is found that 48.66% of the respondents are satisfy its price It is found that 64% of the respondents are given the rank is moderate in its value of money

It is found that 54.66% of the respondents are given the rank is good in its quality

It is found that 71.33% of the respondents are given the rank is good in its availability

It is found that 72.66% of the respondents are given the rank is moderate in its availability of brands

It is found that 49.33% of the respondents are given the rank is moderate in its packing

It is found that 55.33% of the respondents preparation and usage conscious is very low

It is found that 100% of the respondents are consuming resolution about Sago is payasam

It is found that 19.33% of the respondents are consuming resolution about starch is noodles

It is found that 78.66% of the respondents are I am not sure to consuming the Sago again

It is found that 56.66% of the respondents are I am not sure to put forward It is found that 44.66% of the respondents pre-eminent factor is easy preparation It is found that 56% of the respondents feel of worst factor is poor advertisement

It is found that 42% of the respondents are promote with advertisement 80

RECOMMENDATIONS

81

RECOMMENDATIONS
The suggestions are collect from public for to develop the Sago Products. The most of the people to give suggestions about the advertisements. They can improve the quality with favor prices. To reduce the traditional manufacturing methods and chemical content volume. To improve more productivity and also the level of consumptions. To improve the brand name among the public, because brand name is very To improve in the packaging.

important to every product now people, to ask the product to it their brand name.

CONCLUSION

82

CONCLUSION

A study was conducted the duration of 2 months. Customers were directly and indirectly interviewed by questionnaire through the survey method. The findings and suggestion on the basis of objectives of the study. Consumer Perception will help to learn consumer consuming attitude. In Sago products not get much more awareness from Salem District compare to North side so kindly to improve the advertisements and other improvements process. To concentrate the promotional strategies through Medias to improve the consuming level and introduced the brand to identify the Sago products. Because more number of people consumed the sago but didnt know about the knowledge. So kindly improve the advertisement and give more awareness to the people. The study was tried to analyse the consumers perception have to be attained.

BIBLIOGRAPHY

83

BIBILIOGRAPHY
REFERENCE BOOKS Philip Kotler on Marketing Management C.R.Kothari on Research Methodology S.C.Gupta on Fundamentals of Statistics

WEB SITES www.bpotimes.com www.managementorg.com www.answers/topic/consumerbehavior.com Company Address Special Officer/Managing Director, SAGOSERVE, Jagirammapalayam(Post), Omalur Main Road, Salem-636 302. Email Telephone No:Office Fax Number M.D. Personal Number Website Email : : slm_mdsago@yahoo.co.in : : : : 0427 - 6535446, 6535447, 6535448, 6535449, 6536455 0427-2345428. 0427- 2345673 & 6536600 www.sagosere.com

slm mdsago@yahoo.co.in

APPENDIX / ANNEXURE

84

A STUDY ON CONSUMER PERCEPTION ON SAGO PRODUCTS

(With Special Reference in Salem District)

QUESTIONNAIRE
Dear sir/madam, I am MBA, Research Scholar in management from Vysya Institute of Management Studies, Salem-636 103. I have undertaken A Study on consumer behaviour towards Sago (Sabut-dana) products in SAGOSERVE Salem. For this study, I kindly request you to respond this questionnaire accordingly by ticking your appropriate answer. Thank you,

C.Sukumar.
: : (a) 20-30 years [ ] : (a) Male : (a) Urban : (a) Salaried [ ] (b) 31-45years [ ] (b) Female [ ] [ ] (c) Semi Urban (c) Business [ ] [ ] (c) above 45years [ ]

I. Personal Information:
1. Name
2. Age 3. Gender 4. Place 5. Occupation

[ ] (b) Rural

[ ] (b) Agriculture [ ]

(d) House wife [ ] (e) Student

II. Questionnaires:
1. Do you have the habit of eating the Sago (Sabut-dana) products?
(a) Regularly [ ]

(b) Often [ ] [ ]

[ ]

(c) Sometime [ ]

(d) Never [ ]

2. How did you come to know about the Sago (Sabut-dana) product?
(a) Advertisements

(b) Traditional usage [ ] (e) Recipes Books [ ] [ ]

(c) Family members [ ]

(d) Internet

3. How long have you been using the Sago (Sabut-dana) products?
(a) More than six month

(b) More than two years

[ ]

(c) More than ten years 4. Place of purchase?

(a) Supermarket

[ ]

(d) More than twenty years [ ]

[ ] [ ]

[ ] [ ]

(b) Retail outlet (e) Merchandise [ ]

(c) Department store

(d) Street vendors

(a) Monthly

5. When will you buy the Sago (Sabut-dana) product? [ ] [ ] (b) Often (c) Sometime [ ] (c) Sometime [ ] (d) Never (d) Never [ ] [ ] 6. When will you prefer to eat Sago (Sabut-dana) product?
(a) Daily

(b) Festival time[ ]

7. On what basis you select Sago (Sabut-dana) product?

(a) Taste

[ ]

(b) purity

[ ]

(c) Calories

[ ]

(d) usage

[ ]

(d) Others________ 8. Whether you have consumed Sago (Sabut-dana) product or not? If no what is your alternate product? ___________________________ 9. Why dont you prefer to use sago (Sabut-dana) product unlike other product?
(a) Quality

[ ] [ ]

(b) Cost

[ ]

(c) Procedure [ ] [ ] (c) Disagree

(d) Taste [ ] [ ] (d) 1kg

[ ]

10. Do you agree the Sago (Sabut-dana) product is a Rich Man Food? (a) Agree

(b) Strongly Agree

(d) Strongly Disagree [ ]

(a) 100gm

(e) Neither Agree nor Disagree [ ] (c) 500gm [ ]

11. What package size you prefer to buy in Sago (Sabut-dana) products? [ ] [ ] (b) 200gm [] (e) 5kg

12. Indicate your satisfaction level? FACTORS Taste Quality Price 13. Rank the following factor of Sago (Sabut-dana) product? FACTORS Value for Money Required Quality Availability Various Brands Packing Good Very good Moderate Poor Very poor Highly Satisfy Satisfy Neither Satisfy Dissatisfy Highly Dissatisfy

85

14. Do you know about the preparation and usage of Sago (Sabut-dana)?
(a) Yes

[ ]

(b) No

[ ]

(c) I am not sure

[ ]

15. Please specify the purpose for which sago is used in your home? SAGO
Laddu Pudding Uppuma Chivadi Payasam Pappad Halwa Vada Pakoda Bonda Khichidi Kheer Honey dew Varity Rice

STARCH
Noodles Soup Vermicelli Sauce Ice cream Bread Cake Laundry Custard powder Liquid glucose Confectioneries Crackers Glue Thickening Agent in gravy dishes

16. Would you use the Sago (Sabut-dana) product again?

(a) Yes

[ ] (b) No [ ] (b) No

[ ] [ ]

(c) I am not sure (c) I am not sure

[ ] [ ] [ ] [ ] [ ] (Sabut-

17. Would you suggest your friends or relatives to uses the products?
(a) Yes

18. What is the best feature of Sago (Sabut-dana) product?

(a) Digestibility [ ] (b) Easy to buy [ ]

(c) Easy to Prepared

(d) Healthy food [ ]

(e) Fulfilled the Nutrition value [ ] (f) Non durability [ ] (c) Chemicals

19. What is the worst feature of Sago (Sabut-dana) Product?

(a) Poor Advertisement [ ] (b) Long Cooking time

(d) Traditional Manufacturing Methods dana)?

(a) Advertisements

[ ]

(e) Others____________

20. State which type of promotional strategies can be adopted to promote Sago [ ] [ ] (b) Sales promotion [ ]

(c) Direct marketing [ ]

(d) All the above

(e) Others__________________________ 82 86

21. Your comment and suggestions regarding to Sago (Sabut-dana)? 1. 2. 3.

87