PROJECT REPORT ON ANALYSIS OF CONSUMER PERCEPTION WITH RESPECT TO DABUR HONEY

Submitted in the partial fulfillment of the requirement of Master of Business Economics course of Guru Nanak Dev University

By ABHISHEK KUMAR RAJORIA Roll No: 892971, Batch: 2009-2011 Under the guidance of Mr. ASHOK ASTHANA Asst. Professor - New Delhi Institute of Management New Delhi Institute of Management NEW DELHI -110062
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DECLARATION

I, Abhishek Kumar Rajoria hereby declares that the project work entitled A study on Analysis of Consumer Perception with Respect to Dabur Honey, Submitted to Guru Nanak Dev University, Amritsar, is a record of an original work done by me under the guidance of Ashok Asthana, Faculty, New Delhi Institute of Management, New Delhi, and this project work has not performed the basis for the award of any degree or diploma and similar project if any.
.

Place: Date:

Abhishek Kumar Rajoria MBE-4th Semester

CERTIFICATE

This is to certify that the project titled A Study On Analysis Of Consumer Perception With Respect To Dabur Honey, submitted by Abhishek Kumar Rajoria to New Delhi Institute of Management, Guru Nanak Dev University, Amritsar in partial fulfillment of requirement for the award of the M.B.E. Degree is an original piece of work carried out under my guidance and may be submitted for evaluation.

The assistance rendered during the study has been duly acknowledged. No part of this work has been submitted for any other degree.

Place: New Delhi Dated:

Faculty Guide Ashok Asthana

ACKNOWLEDGMENTS

I would like to offer my sincere gratitude to various people, who directly or indirectly have contributed in the development of this work and who have influenced my thinking, behavior ad acts during the course of study. I am indebted to Ambika Sharma (principal) and Ashok Asthana, Faculty, NDIM for his support, co-operation and motivation provided to me during the study. Many others had a direct or indirect by no means negligible contribution in the completion of the project. The project has been a learning experience for me and would not have been possible without the support and guidance of the above mentioned people. Needless to say, I alone remain responsible for any errors that might have crept into the pages, despite of my best possible efforts to avoid them.

ABHISHE KUMAR RAJORIA

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Roll No: 892971

CONTENTS

LIST OF CHARTS S.NO. CHAPTER 1. 1.1 1.2 1.3 1.4 CHAPTER 2. 2.1 CHAPTER 3. 3.1 3.2 3.3 3.4 3.5 3.6 CHAPTER 4. 4.1 4.2 4.3 4.4 4.5 CHAPTER 5. CHAPTER 6. CONTENTS Introduction Introduction Objective Scope of the Study Research Limitations Review of Literature Literature Review Research Approach Methodology Research Design Nature of Data Data Source Sample size Tools of presentation Company Profile Company snapshot Product profile Product life cycle Constituents of dabur honey SWOT analysis of dabur honey Finding and analysis Conclusions and Suggestions Annexure Bibliography Sample Questionnaire CHART NO. Chart 5.1 Chart 5.2 Chart 5.3 Chart 5.4 Chart 5.5 Chart 5.6 Chart 5.7 PAGE NO. 7 8 10 11 12 13 14 18 19 21 22 23 24 25 26 27 35 36 40 41 45 64 67 68 70 PAGE NO. 46 47 48 49 50 51 52

TITLE
What is the percentage of the retailers who keep honey as a product in their outlets What is the percentage of the retailers who think that the gifts/ schemes provided with the brand are attractive How many retailers keep only Dabur honey and how many keep other brands too What influences the sales of Dabur Honey How many retailers complained about crystallized honey How many retailers are satisfied with the margin provided How many kids eat honey and how money doesnt eat
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Chart 5.8 Chart 5.9 Chart 5.10 Chart 5.11 Chart 5.12 Chart 5.13 Chart 5.14 Chart 5.15 Chart 5.16 Chart 5.17 Chart 5.18

honey How kids consume Dabur honey How many times in a day kids consume Dabur honey At what time kids consume honey What free gifts kids prefer with Dabur honey What is the percentage of the kids who remember the advertisement and who do not What is the percentage of mothers who consume Dabur honey What is the consumption ratio of Dabur honey between mothers and kids What is the level of satisfaction of the respondents who consume Dabur honey regularly According to you what is the main reason of purchasing Dabur honey over other brands Do you consume Dabur honey if not then which brand you prefer to consume Which package size you generally prefer buy

53 54 55 56 57 58 59 60 61 62 63

Chapter 1 INTRODUCTION

1.1 INTRODUCTION

Dabur India Limited, established in 1884, is one of the oldest health and personal care companies of India. This young man, Dr. S.K. Burman, laid the foundation of what is today known as "Dabur India limited". The brand name Dabur is derived from the words Da for Daktar or doctor and bur from Burman. From a humble beginning in 1884, as a manufacturer of traditional medicine in Calcutta, Dabur has come along way to become a multi-facet, multi- locational and multi-product modern Indian Corporation with a global presence. It now enjoys the distinction of being the largest Indian F.M.C.G. Company and is poised to become a true Indian multinational.

In its generic form, honey is a wonder product. If in western homes it is a term of endearment, in India, honey is traditionally seen as a health syrup. No company in the organized sector had seen business opportunity in honey, till the Dabur India Limited decided to source honey in large volumes from apiculturalists (bee -hive farmers) and market it, the company introduced branded honey in glass jars to the Indian market about a decade ago. The only big organization selling honey at that time was Khadi Gram Udyog that too unbranded produce from villages to the urban markets. Dabur found that the demand is low. Honey's usage was restricted to the world of therapy; used as a cough palliative, a skin conditioner or alternately as a base ingredient for other ayurvedic formulations. In the year 1991, Dabur Honey took to national level advertising for the first time, placing the brand on the purity platform. Growth came, at about 20 per cent that was not satisfactory. In the year 1994, Dabur gave the brand's ad account to enterprise. At that time Dabur's ad spend for honey was a piffling Rs. 10-15 lakhs a year. It changed the traditional perception of Indian consumer about honey as a medicine to tasty, nutricious food on the breakfast table. Today in the year 2000-2001, it is a 40 crore brand. The purpose of undertaking this project is to get to the real life exposure and to get the feel of the market dynamics .the scope of this project is limited to the understanding of the product life cycle and the market potential of Dabur Honey. The focus of this
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project is to increase the consumption of Dabur honey and help the organization from constant threat from its competitors and suggests the ways and opportunities to maintain the share of Dabur honey. The project has done a full justice to the research objective and gave me an insight to the market potential. This project has been very important, as I have been able to successfully utilize and apply the marketing tools thereby enhancing my knowledge. This project has proved to be an important milestone in terms of applying theoretical knowledge practically thereby making me aware of the consumers perception about an FMGC product like Dabur Honey.

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1.2 OBJECTIVE OF THE STUDY

Following are the objectives of the study: 1. 2. To know retailers and consumers perception about Dabur honey To analyze the market of honey in Delhi, Noida and Ghaziabad. 3. To understand the economic factors affecting the sales volume and their opportunities. The purpose of undertaking this project is to get to the real life exposure and to get the feel of the market dynamics

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1.3 SCOPE OF THE STUDY The scope of this project is limited to the understanding of the product life cycle and the market potential of Dabur Honey. The focus of this project is to increase the consumption of Dabur honey and help the organization from constant threat from its competitors and suggests the ways and opportunities to maintain the share of Dabur honey. The project has done a full justice to the research objective and gave me an insight to the market potential. This project has been very important, as I have been able to successfully utilize and apply the marketing tools thereby enhancing my knowledge. This project has proved to be an important milestone in terms of applying theoretical knowledge practically thereby making me aware of the consumers perception about an FMGC product like Dabur Honey.

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1.4 LIMITATIONS OF THE STUDY:Following are the important limitations faced during the research work undertaken

1. It was highly expensive and time consuming. 2. The research is carried out on customers, dealers wholesaler retailers etc. who are human beings. Human beings have a tendency to behave artificially when they know that they are being observed. 3. Subjectivity is the main limitation of the study. It is very difficult to verify the research results. 4. The projects generally took longer time. The time by which the research results are presented market situation can undergo a change.

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Chapter-2 Review of literature

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Melanie G., Honey Provides Antibiotic Benefits and a Low Glycemic Sweetener, Natural News Journal, January 2011 , Vol - 11, Page No 40 - 59 Honey provides a natural sweetener that can be used instead of sugar. Honey is a whole food that comes from plant nectar and does not raise blood sugar as other simple sugars do. Honey also contains a variety of minerals and vitamins and has a long history as a healing food. Honey has been used as an antiseptic, antimicrobial, and antibiotic. Antibiotic Honey Kills Germs Honey has long been used for its antibiotic properties and research has now demonstrated the mechanism. In an article published in the Journal of the Federation of American Society for Experimental Biology, scientists explain that a protein made by the bees called defensin-1 is the active germ-killing ingredient in honey. The researchers postulate that honey may even be able to treat diseases and infections that are antibiotic resistant such as MRSA (Methicillinresistant Staphylococcus aureus). Honey contains antioxidants. A study at the University of California demonstrated that consuming honey can raise antioxidant levels in the blood. The darker the honey, the more antioxidants it contains. Dark colored honey from Illinois buckwheat has been shown to have 20 times the antioxidant value as sage honey from California. Skin Healing Properties of Honey Because honey has antimicrobial and antiseptic properties, it can be used to heal skin conditions. Hundreds of cases have been published in medical journals demonstrating honey's ability to cure wounds and burns. Honey kills bacteria in the skin and speeds the healing of burns. It can be used to treat sunburns as well.

Sanchez et-al; Consumer Perception of Value, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behaviour, January 2006, Vol - 19, Page No 40 - 58

Consumer value is a concept of continuing interest to scholars, marketing researchers, and to many marketing practitioners. However, the presence of multiple meanings, the use of different terms, and even the existence of a diversity of opinions regarding its features and nature reflect the complexity of its study and give rise to the possibility of confusion in its application.
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This article presents a review of the existing literature on the concept of value in order to shed light on the confusion surrounding this construct. The analysis highlights the polysemy and the diversity of terms that have been used, along with the different definitions that have been proposed. Convergent and divergent elements are also identified. As a result of this review and analysis, the features that characterize the concept of consumer value are determined and a conceptual framework is proposed as a basis for future research.

Narain S. Branded Honey Sold in India is Likely To Be Contaminated With Harmful Antibiotics, CSE Report, September 2004, Vol - 8, Page No 335 - 350 That spoonful of guaranteed pure sweetness may be hiding a bitter secret. Branded honey sold in India is likely to be contaminated with harmful antibiotics, according to a new study by the Centre for Science and Environment. CSE's Pollution Monitoring Laboratory tested 12 leading brands of honey sold in Delhi, including those made by Indian companies such as Dabur, Himalaya, Patanjali, Baidyanath and Khadi as well as by two foreign companies based in Switzerland and Australia. Scientists found high levels of six harmful antibiotics in 11 samples, with only the Indian Hitkari brand coming out clean. Dabur Honey which has captured 75 per cent of the Indian market had the antibiotic Oxytetracycline at nine times the level that is permitted for exported honey. It also had significant amounts of two other drugs completely banned for use in honey. If the sample was placed for export to the United States or the European Union, it would have been rejected. Nectaflor Natural Blossom Honey, made by Narimpex of Switzerland, had the largest number five of the six antibiotics that it was tested for, including the highest levels of ampicillin and erythromycin, both of which are not permitted for beekeeping in any country. It would be illegal to sell it even in Switzerland itself. Similarly, the Australian brand, Capilano Pure & Natural Honey, which is sold in 40 countries, violated standards set in its home country.

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It is clear that foreign companies are taking advantage of the lack of regulations in India. After all, if our government does not care about the health of its people, why should these companies care. We have standards for antibiotic contamination in the honey we export. The government even tests and certifies that exported honey meets health and safety regulations. But we do not have any standards for domestic honey. This is clearly unacceptable,.

Bolton L. et al., Consumer Perceptions of Price (Un) Fairness, Journal of Consumer Research, March 2003, Vol - 29, Issue - 4, Page No 474 - 491

A series of studies demonstrates that consumers are inclined to believe that the selling price of a good or service is substantially higher than its fair price. Consumers appear sensitive to several reference pointsincluding past prices, competitor prices, and cost of goods soldbut underestimate the effects of ination, overattribute price differences to prot, and fail to take into account the full range of vendor costs. Potential corrective interventionssuch as providing historical price information, explaining price differences, and cueing costswere only modestly effective. These results are considered in the context of a four-dimensional transaction space that illustrates sources of perceived unfairness for both individual and multiple transactions.
Sanzo M.J.; "Attitude and Satisfaction in a Traditional Food Product", British Food Journal, 2003, Vol - 105, Page No.771 790.

The aim of this work was to analyse the relationships between three types of variables: consumer attitude towards a generic product honey; the perceived quality of the specific brand consumed; and the satisfaction with this brand. The paper first tests the effects the different perceived quality dimensions exercise on satisfaction. Second, the paper proceeds to analyse the influence of attitudes, on the one hand, on the different quality dimensions and, on the other hand, on the effects of such dimensions on satisfaction.

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Mazis A. B, Consumer Perceptions of Health Claims in Advertisements and on Food Labels, Journal of Consumer Affairs, Summer 1997, Vol - 31, Issue - 1, Page No 10 -26

It has been hypothesized that consumers are more skeptical of health claims made in food ads than of health claims made on food labels. Therefore, the current research explores consumers' skepticism of health claims when the source of such claims is identified as a food ad or a food label. The study also examines whether consumers' beliefs are affected by nutrition information on food labels and whether health claims that have been challenged by the Federal Trade Commission (FTC) and by consumer groups are more likely to affect consumers' beliefs than are unchallenged health claims. The findings have implications for understanding the role of education in reducing consumer misperceptions of health claims.

Valarie A. Z., Consumer Perceptions of Price, Quality, and Value: A Mean-End Model and Synthesis of Evidence, Journal of Marketing, July - 1988, Vol. - 52, Page No. 2 22

Evidence from past research and insights from an exploratory investigation are combined in a conceptual model that defines and relates price, perceived quality, and perceived value. Propositions about the concepts and their relationships are presented in this study that is supported with evidence from the literature. Discussion centres on directions for research and implications for managing price, quality, and value.

Albert J. D. B., Consumer Perceptions of Comparative Price Advertisements, Journal of Marketing Research, November 1981, Vol - 18, Issue - 4, Page No 416 - 427

The authors analyse the issue of comparative price advertising from a behavioural perspective. Because public policy recognises that comparative pricing may lead to consumer misperceptions, the authors review the regulatory setting and pose several research questions that need to be addressed. A complex experiment and replication examining some of these questions is reported.

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Chapter-3 Research Approach

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3.1 METHODOLOGY
Present study is empirical in nature and based mainly on primary data collected from respondents through questionnaire and observations. Besides collection and analysis of primary data, secondary data and pertinent literature has been compiled from published and documented sources. Previous studies, surveys, reports and research work have been consulted while concerned persons have been approached to get insights and relevant statistics on the topic of investigation. The objective of the research is to find out the consumer perception in case of Dabur Honey. A detailed survey of retailers and consumers was carried out to find out their perception of Dabur Honey. The details of the methodology are stated below.

Areas Research Design Sources of Information Data collection Method Types of questions Used

: : : : :

Delhi, Noida and Ghaziabad Exploratory Primary & Secondary Data Structured Non Disguised Questionnaire. Open Ended Multiple Choice Close ended Dichotomous

Target Group

Retailers Kids (8-12 Years) Ladies (Mothers)

Sampling Method Sample Size

: :

Convenience Sampling Retailers -100 Kids-150, Ladies-50

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PROCEDURE OF MARKETING RESEARCH

Define the problem & Research objectives.

Develop the Research Plan

Collect the Information

Analyze the Information

Present the Findings

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3.2 Research Design

This project will be conducted based on the qualitative empirical research including graphical representation of the collected data. A qualitative method was chosen for this project, because it tends to focus on one or a small number of cases, to use depth analysis of collected materials, to be discursive in method. Qualitative exploratory method is appropriate here, since this project will focus on the perceptions and prioritization of consumer in case of purchasing dabur honey and the various factors and identify important parameters for customer acceptance of dabur honey. The factors can be best analyzed based on the qualitative methods for its descriptive possibilities. If required, the descriptive and casual approaches may also be used.

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3.3 Nature of data

It is necessary to prepare a list of the information, which is needed to attain the objectives. So both Primary and Secondary data were used for the study. The secondary data was collected from various sources like complied data from existing sources of outlets and the Internet. The Primary data was collected from: Questionnaire Observations Personal Interview

The Secondary data was collected from: Internet News Paper Others Books

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3.4 DATA SOURCE

The Initial data was collected with the help of the managers and executives of the company. The Questionnaire was framed with the needed information in mind and each question was directed and denoted towards finding out specific information. It is important to notice that this research was conducted based on respected secondary hand information as well, such as books, Blogs, Research Papers, and Commentaries, Newspapers both in Electronic and Hard Copy Versions.

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3.5 SAMPLE SIZE AND SAMPLING METHOD

Universe The customers who prefer to buy dabur honey were covered to study the customer perception and factors affecting their buying behavior. Sampling method A survey was conducted in and around Delhi city and NCR Region. Sample sizes of respondents were 360.

Target Group

Retailers Kids (8-12 Years) Ladies (Mothers)

Sampling Method Sample Size

: :

Random Sampling Retailers -100 Kids-150, Ladies-50

Analysis involves converting raw data into useful information. It involves tabulation of data and graphical representation of these data. This phase will mark the culmination of the research effort. The research findings and personal experience will be used to propose recommendations to study the various factor and identify important parameters for customer perception and consumer buying behavior with respect to Dabur Honey .

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3.6 TOOLS OF PRESENTATION

The analysis was done on the various data collected by the method of questionnaire. The analysis method consisted of various pie diagrams and charts that reflected the basic objectives of the study. Emphasis was placed on providing the facts though certain suggestions and recommendations from the respondents while taking interview.

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CHAPTER 4 COMPANY PROFILE

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4.1COMPANY SNAP SHOT

Set up in 1884 by Dr S K Burman as a proprietary firm for the manufacture of ayurvedic drugs, the Company was incorporated later by his descendants in the name of Dabur (Dr S K Burman) Pvt. Ltd. In the late 70s, Dabur Pvt. Ltd promoted a company to manufacture high-grade guargum and a plant was set up at Alwar. But poor performance resulted in losses and with a view to rehabilitating the company, Dabur Pvt. Ltd was reverse merged with it and the new company was named Dabur India Ltd. At Alwar, production of guargum was curtailed and Daburs products were introduced. Dabur manufactures over 450 products, mainly ayurvedic, covering a wide range of health and personal care and has manufacturing plants located at 6 different places in the country. Dabur went public in Nov 93, raising Rs541.5m (at Rs95/share) and the issue was oversubscribed 21 times. Dabur Research Foundation, a group company, handles research, product development/ improvement for increasing consumer satisfaction. Dabur has come along way to become a multi-facet, multi- locational and multiproduct modern Indian Corporation with a global presence. It now enjoys the distinction of being the largest Indian F.M.C.G. Company and is poised to become a true Indian multinational. The phenomenal progress has been many milestones, some of which are mentioned below: 1884- Dr. S.K. Burman lays the foundation of what is today known as Dabur India Limited. Starting from a small shop in Calcutta, he began a direct mailing system to send his medicines to even the smallest of villages in Bengal. The brand name Dabur is derived from the words Da for Daktar or doctor and bur from Burman. Early 1900s- The next generation of Burmans take a conscious decision to enter the Ayurvedic medicines market, as they believe that it is only through Ayurveda that the healthcare needs of poor Indians can be met. 1920s- A manufacturing facility for Ayurvedic Medicines is set up at Narendrapur and Daburgram. Dabur expands its distribution network to Bihar and the north-east.
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1940 Dabur diversifies into personal care products with the launch of its Dabur Amla Hair Oil. This perfumed heavy hair oil catches the imagination of the common man and film stars alike and becomes the largest hair oil brand in India.

1956- Dabur buys its first computer. Accounts and stock keeping are one of first operations to be computerized. 1970- Dabur expands its personal care portfilio by adding oral care products. Dabur Lal Dant Manjan is launched and captures the Indian rural market. 1972- Dabur shifts base to Delhi from Calcutta. Starts production from a hired manufacturing facility at Faridabad. 1979- Commercial production starts at Sahibabad. This is one of the largest and most modern production facilities for Ayurvedic medicines in India at this time.

1984- The Dabur brand turns 100 but is young enough to experiment with new offerings in the market. 1989- Hajmola Candy is launched and captures the imagination of children and establishes a large market share. 1994- Dabur India Limited comes out with its first public issue. The Rs. 10 share is issued at a premium or Rs. 85 per share. The issue is oversubscribed 21 times.

1995- Dabur enters into a joint venture with Osem of Israel for food and Bongrain of France for cheese and other dairy products. 1996- Dabur launches Real Fruit Juice which heralds the companys entry into the processed foods market. 1997- The Foods division is created, comprising of Real Fruit Juice and Hommade cooking pastes to form the core of this divisions product portfolio. 1997- Project STARS (Strive to Achieve Record Successes) is initiated by the company to achieve accelerated growth in the coming years. The scope of this project is strategic, structural and operational changes to enable efficiencies and improve growth rates.

1998- The Burman family hands over reins of the company to professionals. Mr. Nunu Khanna Joins Dabur as the Chief Executive Officer. 1999-2000- Dabur achieves the Rs. 1000 crore turnover mark.
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2002 - Dabur record sales of Rs 1163.19 crore on a net profit of Rs 64.4 crore

2003 - Maintaining global standards As a reflection of its constant efforts at

achieving superior quality standards, Dabur became the first Ayurvedic products company to get ISO 9002 certification 2005 - Dabur aquires Balsara 2005 - Dabur announces bonus after 12 years 2008 - Acquires Fem Care Pharma 2009 - Dabur Red Toothpaste joins 'Billion Rupee Brands' club

What is that life worth which can not bring comfort to others. Dr. S.K. Burman (1856-1907) (The founder of Dabur) VISION Dedicated to the health and well being of every household PRINCIPLES Ownership This is the company where personal responsibility and accountability are accepted to meet business needs. Passion for Winning All leaders in the area of responsibility with a deep commitment to deliver results People Development People are the most important asset. The value is added through result driven training and the encouragement is through reward and excellence. Consumer Focus Superior understanding of consumer needs and develop products to fulfill then better. Team Work
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Working together on the principle of mutual trust and transparency in a boundary less organization Innovation Continuous innovation in products and processes is the basis of the success. ADVERTISING

OGILIVY AND MATHER (O&M) ,

The Abby award winner for the last 3 years in a row is doing assignment for Dabur and also have credits of the success of Dabur s brands.

BRAND AMBASSADORS :
1. Amitabh Bacchan 2. Mahender Singh Dhoni 3. Karishma Kapoor 4. Mandira Bedi 5. Sunil Shetty Plant locations: It has 10 manufacturing plants across the country with 2 in UP at Sahibabad and Noida , 3 in West Bengal at Kharia, Narendrapura & Kalyani, 1 in Bihar at Dabur gram, 1 in Haryana at Faridabad, 1 in Rajasthan at Alwar, 1 in Himachal Pradesh at Baddi and 1 in Madhya Pradesh at Katni and 2 abroad , 1 in Egypt and other in Nepal. Subsidiaries: The company has 7 subsidiaries in its fold. Dabon International Limited: It has a 50:50 joint venture with Bongrain of France for manufacturing dairy products. The company has 20% market share in processed cheese market. The company sells its cheese under Dabon brand name. General De Confiteria Limited: The company's joint venture with Agrolimen of Spain for manufacture of confectionery products. The company divested its stake in the venture as a part of its restructuring programme. The company sold off its stake for a consideration of Rs352mn during the year.
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Excelsia foods Limited: The company's joint venture with Nestle SA for manufacturing and selling biscuits. The company divested its entire holding in the venture for a token sum of Rs10 as the venture was a loss making with negative net worth. Dabur Foods Limited: The company hived off the foods division into a separate 100% subsidiary during the year. The company has Real Fruit Juice, Hommade range of condiments, Lemoneez and other brands in its portfolio. The company launched its Coconut Milk to its portfolio during the year. Dabur Nepal Private Limited: The company 80% subsidiary of Dabur India Limited. In FY00 it set up manufacturing facility for manufacturing PET bottles for hair oils. The company has also set up new tetra pack unit for packaging Real Fruit Juices. It is also into manufacturing Beehives and Bee Frames. Dabur Egypt Limited: The company is a 76% subsidiary of Dabur Overseas Limited. The company is into business of manufacturing hair oils, vinegar, rose water, and glucose. The company is planning to source goods for other African countries from this unit. Dabur Finance Limited: The company is a 100% subsidiary of Dabur India Limited and is into business of making financial investments. It raises deposits from public and invests in various investment schemes. The company is expected to be shut down by 2002-2003 under the restructuring program it is currently implementing. Dabur overseas Limited: This company is a 100% subsidiary of Dabur India Limited and is into trading activities. It acts as an investment holding company. This company is based in Hong Kong. The company didn't perform any business during the year. Dabur International Limited: This company is a 100% subsidiary of Dabur India Limited. The company is into business of carrying out trading activities. This company is based in Hong Kong. During FY00 the company didn't perform any business

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DIVISION WISE BREAKDOWN OF CONSOLIDATED Revenue Financial

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CHYAWANPRASH Largest Ayurvedic medicine with market size of about Rs. 2 billion, Dabur is market leader with 65% share

Interim dividend of 100% declared by the Board

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PRODUCT PUNCH LINE

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4.2 PRODUCT PROFILE In its generic form, honey is a wonder product. If in western homes it is a term of
endearment, in India, honey is traditionally seen as health syrup. No company in the organized sector had seen business opportunity in honey, till the Dabur India Limited decided to source honey in large volumes from apiculturalists (bee -hive farmers) and market it, the company introduced branded honey in glass jars to the Indian market about a decade ago. The only big organization selling honey at that time was Khadi Gram Udyog that too unbranded produce from villages to the urban markets. Dabur found that the demand is low. Honey's usage was restricted to the world of therapy; used as a cough palliative, a skin conditioner or alternately as a base ingredient for other ayurvedic formulations. Dabur made a start of mass marketing its honey. By flowing honey through its distribution stream, all that the company had achieved was placing the product within the urban consumer's reach. By the late 1980's, small regional brands had started getting stronger, although they were confined to small pockets by their lack of a wide distribution mechanism. This posed a danger. Other brands- Natural way (Golden Meadows), Allied's and Mehson's among them had started gaining recognition in the branded honey market. And some more were on their way in, some with fancy packaging to target the upmarket buyer. The small marketers were selling on price, which meant trouble for Dabur. In the year 1991, Dabur Honey took to national level advertising for the first time, placing the brand on the purity platform. Growth came, at about 20 per cent that was not satisfactory.

In the year 2007, Dabur gave the brand's ad account to enterprise. At that time
Dabur's ad spend for honey was a piffling Rs. 7 8 crore a year. It changed the traditional perception of Indian consumer about honey as a medicine to tasty, nutricious food on the breakfast table.

Today in the year 2009 - 2010, it is a 350 crore brand.

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4.3PRODUCT LIFE CYCLE

A products differentiating and positioning strategy must change as the product, market and competitors over time. There are four stages in a product life cycle and the product life cycle curves are portrayed as bell-shaped as shown in the figure. The four stages are:

1. Introduction- This is a stage in which the product is introduced in the market and
is a period of slow sales growth. Profit are nonexistent in this stage because of heavy expenses incurred with product introduction.

2. Growth- In this stage, the product goes through a period of rapid market
acceptance and substantial profit improvement.

3. Maturity- This is a period of slowdown in sales growth as the product has

achieved acceptance by most potential buyers. As the competition increase, the profit stabilizes or decreases.

4. Decline- This is period when sales decline and profit decrease.

The above stages can be summarized as shown in the table below: PLC elements CHARACTERISTICS 1. Sales 2. Profits 3. Cash Inflow 4. Competitors 5. Customers Introduction Low Negligible Negative Few Innovative Growth Fast Growth Peak Level Moderate Growing Mass Market Maturity Slow Growth Declining High Many Mass Market Decline Declining Low Low Declining Laggard

Source: www. Daburindia.com

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In the above stages, the MARKETING STRATEGIES, which should be adopted, are: 1. INTRODUCTION- In this stage, the main objective should be to create awareness and trial by adopting the following strategies: Offering a basic product. Use cost-plus for pricing the product. Build selective distribution. Build product awareness among early adopters and dealers by advertising. Use heavy sales promotion to attract the people to try the product. 2. GROWTH- In this stage, the main objective is to maximize the market share by: Offering product extensions, service, warranty etc. Price should be such that it penetrates the market. Build intensive distribution. Build awareness and interest in the mass market through advertising. Reduce sales promotion to take advantage of heavy consumer demand. 3. MATURITY- In this stage, the main goal is to maximum the profit while defending the market share by: Diversify brands and items. 4. Price should match or beat the competitor. Build more intensive distribution. Increase sales promotion to encourage brand switching.

DECLINE- In this stage, the marketing strategy should focus on reducing the expenditure and milking the brand by: The product, which is weak, should be phased out. Cut price. Go selective, eliminate unprofitable outlets. Reduce advertising to the level required to retain hard-core loyal. Reduce sales promotion to a minimal level.
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S A L E S & P R O F I T S ($)

Sales

Profit
INTRODUCTION GROWTH MATURITY DECLINE

Source: www.daburindia.com

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PRODUCT LIFE CYCLE

Taking into consideration the Dabur Honey, this has market share of 66% (in value) and 44% (in volume). Its annual sales are approximate 40 corers per annum. The total market of honey is 100 corers. The dabur honey was relaunched in 1994 as food items. There has been 12% in increase in sales from the last year, which is a positive sign. The company is nowadays offering it as a food. It is being widely distributed and lot of money being spent on advertising and sales promotion. Reminder Advertising is important to remind the target market about the existence of the product. Stage in the Product Life Cycle: Maturity The product has been relaunched and brought into the food category. Also, it has a significant market share both in value and volume terms

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4.4CONSTITUENTS OF HONEY
Percentage

Total Dissolved Solids Sugars Fructose (Levulose) Glucose (Dextrose) Sucrose Other higher sugars Water

70-80 38 37 2 0.5 20

Minerals: (Potassium, Calcium, Magnesium, Iron, Copper,

Manganese, Phosphorus, Sulphur, Chlorine and Traces of 0.5 Chromium, Nickel, Tin, Silver, Gold etc. Acids: (Acetic, Buteric, Citric form ie, gluconic, maleic, lactic, succine etc.) Proteins and Amino Acids: (Proline, Phenylanin , Leucine, 0.2 Valine etc.) Enzymes: (Invertase, Amylase or Diastare, Gluclose - oxidase etc.) Vitamins: Vitamin B-I or Thiamin, Vitamin B-2 or Riboflavin, Niacin, Vitamin B-6 or Pyridoxal, Vitamin C Traces Traces 0.25

Source: www.daburindia.com

42

4.5 SWOT ANALYSIS

A very useful tool in analyzing a business spectrum is the SWOT Analysis. This four lettered word is formed from the initials of the following words: Strength, Weakness, Opportunity and Threat. The analysis is done by identifying these four parameters involved with the organization and utilizing them as analytic tools for carrying out the process. After conducting the survey, the following facts were noticed in regard to the above mentioned parameters. An effort has been made to show these facts in a detailed form in so called SWOT ANALYSIS.

43

BRAND STRENGTH / WEAKNESS ANALYSIS

Important Parameters Brand Dabur Honey

Strengths Brand Loyalty 66% Market Share (In value) 45% Market Share (In Volume) Most Selling Brand 40-Crore Brand Affordable Attractive gms, 100gms, 200gms, 500 gms and 1 Kg.)

Weaknesses

Price Packaging

No

sachet

Plastic

Available in 5 packsizes (50 Packaging

Positioning Advertising Sales Promotion

Targeted to kids (i.e. 6-10 Yrs.) as a food item. Leading Brand Ambassadors, Effective Reach No window hiring/ displays. Some unaware sale schemes. Present gifts are less attractive. Less schemes for retailers to push the product. retailers about are the

promotion

Distribution System

Widespread two level channel.

44

THREATS Branded honey is available in the market with five or six flavors. Competitive brands are giving more margins because of which retailers are least interested in selling their product. A complaint like granulation of honey (i.e. small sugar crystals) is affecting the sales. Foreign branded honey is now available in the market and is liked by the consumers. In areas like South Delhi, customers dont consider price to purchase honey and foreign honey is capturing the market. OPPORTUNITIES New flavors of honey could be introduced. Innovative packaging like sachet and plastic packaging could be launched. In Ghaziabad, market for expensive foreign honey has not been developed yet, so there are only few brands including local ones among which Dabur is the leader.
DABUR HONEY COMPETITORS

Indian Brands Mehsons Baidyanath Natural Way Himani Zandu Charakh Himalayan Himflora Kashmiree Honey

45

Foreign Brands Capilano (Australian) Lagneese (German) Fragata

Domestic Brands
Ankur ( Khadi Gram Udyog) Dadis ( Hoshiarpur) Kabliwala Tripta Hadras (U.P.) Mohuns Uttarakhand Bajaj Honeylime Baba Balaji Leheson Lekhsons Allieds Indica

46

CHAPTER- 5 FINDINGS & ANALYSIS

47

Based on the questionnaire, the following results could be drawn in graphical form. For the several parameters involved in the study it is beyond the scope of this report to show each result based on individual parameters as that would unnecessarily turn the project report lengthy and cumbersome to follow. The numbers indicated in the results below represent the sample size or the number of respondents involved in the study.

PART-A FINDING AND ANALYSIS OF RESPONSE FROM (RETAILERS)

Chart 5.1 What is the percentage of the retailers who keep honey as a product in their

outlets?

8%

92%

Who Keep Honey

Who Don't Keep Honey

INTERPRETATION
It was observed that 8% of the retailers dont keep honey at all while 92% of the retailers do keep honey. Most of the retailers they keep honey because it is consumed as a daily routine of life and has many benefits.
48

Chart 5.2 What is the percentage of the retailers who think that the gifts/ schemes provided with the brand are attractive?

10%

10% 80%

Unattrative Scheme

Attractive Scheme

Can't Say

INTERPRETATION About 80% of the retailers told that the effect of the present gifts in nil while 10% respondents told that they are attractive and remaining 10% were neutral and prefer not to answer. This indicates that Dabur as a brand do not have to concentrate more on offer gifts as they already are market leader with 75% market share and has earned trust as a result of quality and services.

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Chart 5.3 How many retailers keep only Dabur honey and how many keep other brands too?

4%

44%

52%

Keep Only Dabur Honey

Other Brands Including Dabur

Don't Keep Dabur Honey

INTERPRETATION

About 52% of the retailers keep only Dabur Honey while 4% of them do not keep Dabur Honey and remaining 44% of the retailers keep other brands too along with Dabur. Customer generally go for Dabur because of the quality and advertisements where as advertisement issued by other companies were comparative less as compared to Dabur hence consumers are not much aware about them.

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Chart 5.4 What influences the sales of Dabur Honey?

5% 2% 9%

5% 10% 52%

17%

Brand Name Promotion Scheme

Quality Easy Availability

Purity Can't Say

Advertisement

INTERPRETATION About 52% of the retailers told that sale of Dabur Honey is mostly influenced by its brand name, 17% told that it is influenced by quality, 10% told that sales is influenced by products purity, 5% because of advertisement, 2% respondents told that it is because of promotion schemes and 5% told that it is due to easy availability. This is because the company is oldest in this field and hence trust is there, also the sales in influenced due to quality of Dabur

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Chart 5.5 How many retailers complained about crystallized honey?

30%

70%

Complaints

No Such Complaints

INTERPRETATION About 30% of the retailers have complained about the crystallized honey while remaining were not having any complaint. It is due to the fact that people who consume honey or who sells it does not themselves know much about the plain honey and the crystallized honey classification also the taste is almost same .

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Chart 5.6 How many retailers are satisfied with the margin provided to them?

39%

61%

Unsatisfied with margin

Satisfied with margin

INTERPRETATION

About 61% of the retailers were unsatisfied while remaining was satisfied with the margin provided to them because due to the fact that Dabur enjoys a large market share and retailers doesnt have to promote it to consumers more to push the sale of honey.
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PART-B FINDING AND ANALYSIS OF RESPONSE FROM (KIDS)

Chart 5.7 Do you consume honey?

28%

72%

Don't Eat Honey

Eat Honey

INTERPRETATION About 28% of the kids dont eat honey at all while majority of them (72%) do eat honey because kids mostly consume honey with milk and adding honey to most of the eatable add a good taste to it so they prefers it rest may avoid it due to the health reason or un availability.

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Chart 5.8 How do you consume Dabur honey?

13% 39%

48%

Plain

With Bread/ Milk/ Paronthas

Both

INTERPRETATION About 39% of the kids consume plain honey directly followed by 48% of the kids who consume it with bread, milk or paranthas and rest 13% of them consume it as directly or with other eatables like with milk, bread and paranthas as it adds a taste to these items.

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Chart 5.9 How many times in a day you consume Dabur honey?

34%

66%

Consume once a day

INTERPRETATION

More than once

About 66% of the kids consume honey once a day while 34% of them consume honey twice or thrice a day. The consumption of honey is mostly once a day because kids prefer it at the morning / evening time while having there breakfast/ evening snacks and also the consumption of honey in the morning is more beneficial due to medical reasons.

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Chart 5.10 In which form would you like to consume honey?

26%

33%

7%

34%

As food items As Snacks As Medicine As Both ( Food Items & Snacks)

INTERPRETATION About 33% of the kids consume honey as food items (At a specific time ie. in morning or evening), 34% of them consume it as snacks (ie. at any time of the day), and 26% of them consume it as both snacks and food items. Remaining 7% consume it as medicine, this difference arise mostly due to the difference in education, culture and thinking pattern of parents / kids.

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Chart 5.11 Which free gift/ gifts would you like to have with Dabur honey?

23%

53% 24%

Chess

Sketch Pen

Snake & Ladders

INTERPRETATION About 53% of the kids prefer chess as free gift while 24% of them prefer sketch pens and remaining prefer snake & ladders as free gift. Now a days kids are more smart so they prefer to play smart games which passes there time and also sharpen there memory along with entertainment.

58

Chart 5.12 Do you remember the advertisement issued by Dabur to promote Dabur honey?

9 %

1 %

9% 0

S nn r m brt e auavri e et e ade e e h D r de sm e m b t n

N S nh avri e et o e t ede sm t e t n

1%

Oeavri e et t r de sm h t n

9%

90%

S een and rem em ber the D abur advertisem ot S een the a dvertisem en t N ent O ther advertisem e nt

INTERPRETATION: About 90% of the kids have seen and remembered the Dabur advertisement, while 9% have not seen the advertisement and 1% kids have seen the advertisement of other brands also. This is because of the brand ambassador the company hire for this job is always a big name like Amitabh, Dhoni they both are so much popular that any one can remember .

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PART-C FINDING AND ANALYSIS OF RESPONSE FROM (MOTHERS)

Chart 5.13 What is the percentage of mothers who consume Dabur honey?

14%

86%

Don't Consume Honey

Consume Honey

INTERPRETATION About 14% of the respondents mother dont consume honey at all followed by majority of the respondents mother (86%) consumes who consume it daily. Reasons behind non consumption of honey highlights that most of them do not like it or they think it does not affect their health much.

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Chart 5.14 What is the consumption ratio of Dabur honey between mothers and kids?

35%

65%

Kids

Adults

INTERPRETATION About 65% of the respondents told that kids consume honey the most, while 35% of the respondents told that adults consume honey the most because kids generally like sweet and the elder people to make child eat they apply honey on food items, it is recommended too by the doctors.

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Chart 5.15 What is the level of satisfaction of the respondents who consume Dabur honey regularly?

17% 44%

39%

Very Good

Good

Satisfied

INTERPRETATION About 17% of the respondents are satisfied with Dabur honey, the level of satisfaction for 39% of the respondents was good and for 44% of the respondents was very good. This shows those maximum respondents are satisfied with Dabur honey becausese of the consistent quality service and taste.

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Chart 5.16 According to you what is the main reason of purchasing Dabur honey over other brands?

21%

30%

24% 25%

Quality

Purity

Easy Availability

Brand Name

INTERPRETATION About 34% of the respondents purchase Dabur honey because of quality, another 27% respondents purchase it because of purity, 26% respondents go for it due to easy availability, 23% prefer it due to brand name. Consumers generally prefer to buy Dabur honey because of its quality & purity.

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Chart 5.17 Do you consume Dabur honey if not then which brand you prefer to consume?

10%

90%

Consume Dabur Honey

Don't Consume Dabur Honey

INTERPRETATION About 90% of the respondents consume Dabur honey, while they remaining respondents (10%) consumes honey of other brands. The consumption of Dabur honey is more because Dabur offers quality and taste also it is the market leader with 75% of the market share.

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Chart 5.18 Which package size you generally prefer buy?

17%

5% 40%

38%

500gms.

200gms.

1 Kg.

50gms. and 100 gms.

INTERPRETATION About 40% of the respondents generally consume 500 gms pack, 38% respondents consume 200 gms., and rest 5% respondents consume 1 Kg pack followed by 17% respondents who consume 50 gms./100 gms pack. The pack which is mostly preferred by the mothers is the 500 gms because it is easy to store and convenience to handle also the price range is within budget.

65

Chapter 6 CONCLUSION & SUGGESTION

66

CONCLUSIONS
On the basis of the study following conclusions have been arrived at

This survey has revealed that the Ayurvedic industry is a very complex industry with a manufacturing process, which is sensitive and requires expert supervision as Dabur Honey enjoy good brand loyalty. Fluctuating demand of Ayurvedic medicines is a problem with which companies have to contend. As in the case of Asav-arishtas which enjoy good demand during season changes and warm months low demand in the other seasons , the demand is not met well by companies which fail to accurately predict this pattern and hence end up producing insufficient quantities when the demand is high and end up with excess inventory as the demand wanes. The companies fail to review their targets accurately to coincide with the decreasing levels of demand. Dabur Honey is under constant threat from it competitors and loosing its market share. Due to an inadequate budget for advertising, the company has been unable to promote and create a consumer base of its own.

The Dabur Honey brand is a major player in the market. Though due to inefficient distribution and sales network its true potential is yet to be realized. As currently they hold the 75 % of the market share but with better supply chain management they can improve more. While conducting the study it was analysed that people mainly buy the product because trust factor and the company is lacking in fulfilling the demand due to there poor supply chain management so the need to work on it. During the study it was found that the margin paid to the retailers were less as compared to the competitors.

67

SUGGESTIONS
After the survey and the analysis, a lot of information was gathered this is being presented in the form of suggestions.

As the honey is targeted to the kids, they are consuming honey in the same ways
as suggested in the advertisement. So, if the consumption of honey has to be increased the new uses can be suggested. (e.g., it can be used for preparation of cakes, jelly, squash etc.)

To increase its consumption, it can be written on the bottle of the honey that for
best results, use thrice a day for kids and twice a day for adults (as the case may be) It is natural for honey to crystallize but consumers can be made aware about this fact because it is affecting the sales.

More schemes like Seasonal Schemes can be given to the retailers. More and
more displays like window hiring can be given for the retail outlets as it has been said that Jitna Dikhega Utna Bikega Margin can be increased because other competitors are giving more margin due to which the retailers are least interested in pushing the brand (Mehsons is giving 36% margin). New packaging like Sachet or plastic packaging can be introduced. Plastic packaging for 1 kg. Honey was demanded by the consumers.

Sales promotion schemes like Price off or extra Amount can be given.Sales
promotion gifts like ball, Badminton Racket, Pocket chess, small toys, cars etc can be given for kids , concentration should be given on smart games.

The main competitors are Mehsons, Natural way, Himani which are not as strong
as Dabur.The Brand like Mehsons can be purchased to kick it out from the market. Foreign brands like Capilano, Lagneese, Fragata are now available in the market and doing well in posh markets like South Delhi

An awareness programme can be done in the schools like Mothers pride where
gifts and posters can be given to the kids and by distributing small sachets and gifts to the children on the places like malls and amusement parks through the Joker.
68

ANNEXURE

69

BIBLIOGRAPHY BOOKS
1. Kotler. P: Consumer market and consumer buying behaviour; Marketing Management 12th Edition; Pearson Education; Page No-120. 2. Karunakaran. K: Product Life Cycle; Marketing Management 1st Edition; Himalaya Publishing House; page no- 143. 3. Gupta S.L: Consumer Research & Marketing Research; Marketing research1st Edition; Execl Books; Page No- 345 & 425.

JOURNALS
1. Melanie Grimes: Honey Provides Antibiotic Benefits and a Low Glycemic Sweetener, Natural News Journal , January 2011 , Vol-11, Page No-40-59. 2. Narain S. Branded Honey Sold in India is Likely To Be Contaminated With Harmful Antibiotics, CSE Report, September 2010, Vol - 8, Page No - 335-350. 3. Sanchez et-al; Consumer Perception of Value, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behaviour, January 2006, Vol - 19, Page No - 40-58. . 4. Bolton L., et al; Consumer Perceptions of Price (Un) Fairness, Journal of Consumer Research, March 2003, Vol - 29, Issue - 4, Page No - 474-491. 5. Sanzo M.J.; "Attitude and Satisfaction in a Traditional Food Product", British Food Journal, 2003, Vol - 105, Page No.771 790.

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6. Mazis A. B,Consumer Perceptions of Health Claims in Advertisements and on Food Labels, Journal of Consumer Affairs, Summer 1997, Vol - 31, Issue - 1, Page No - 10-26. 7. Valarie A. Z., Consumer Perceptions of Price, Quality, and Value: A Mean-End Model and Synthesis of Evidence, Journal of Marketing, July - 1988, Vol. - 52, Page No. 2 - 22. 8. Albert J. D. B; Consumer Perceptions of Comparative Price Advertisements, Journal of Marketing Research, November 1981, Vol - 18, Issue - 4, Page No - 416427.

WEB - SOURCES www.daburindia.com www. wikipidea .org NEWSPAPERS

Business Standard Economic Times Navbharat times

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SAMPLE QUESTIONNAIRE

72

QUESTIONNAIRE (CHILDREN)

1. [i]

Name

[ii] Age . 2. Among the following, which items do you consume? [i] [iii] [v] [vii] Jam Chocolates Honey Butter [ii] [iv] [vi] [viii] Chips Jelly Cheese Cold Drinks

3. If No (in question Three), why do you consume honey? [i] [iii] Health [ii] [iv] Taste Any other Both (i) & (ii)

4. How do you consume honey? [i] [iii] [v] [vii] [viii] Honey plain With Milk With Biscuits With Parathas/Roti Any Other (Specify) .. [ii] [iv] [vi] With toast/Bread With Ice-cream With Nibu Pani

5. When do you consume honey? [i] [ii] [iii] [iv] [v] [vi] At breakfast With snacks With friends When you want to have something for fun Whenever you feel like having something sweet Along with lunch/ dinner 6. How many times do you take honey in a day? [i] [iii] Once Thrice [ii] [iv] Twice Any other

73

7. Which free gift/ gifts would you like to have with Dabur honey?
[i] [iii] Snakes And Ladders Chess [ii] Sketch Pens

8. Have you seen any advertisement of honey on television?

[i] Yes [ii] No

9. If yes (in question six), which advertisements?

....

10. Which T.V. Channels? [i] [iii] [v] Sony Zee Network Doordarshan [ii] [iv] [vi] Star Plus Cartoon Network Any other

11.
[i] Yes

Have you decided to purchase Dabur honey after watching the [ii] No

advertisement?

12. Who encourage you to take Dabur honey? [i] [iii] T.V. Family [ii] Friends [iv] Any other

74

QUESTIONNAIRE (MOTHERS)
1. PERSONAL DETAILS Name: ____________________________________________ Address/Tel: _______________________________________ Age: _____________________________________________ Occupation:________________________________________ Income:(i) Below Rs. 5,000 Rs. 10,000 Rs. 15,000 (ii ) Rs. 5,000 (iii ) Rs. 10,000

(vi ) Rs. 15.000 & above 2. From the following which items do you consume? (i) (iii) (v) (vii) Jam Honey Butter Cold drinks (ii) (iv) (vi) (viii) Ketchups Cheese Chips

Any other (specify)

3. Who consumes honey the most? (i) (iii) (v) Children Husband (ii) (iv) Yourself Family

Any other (specify) .

4. How do kids consume honey? (i) Honey plain With Milk With Biscuits With Parathas/Roti (ii) (iv) (vi) (viii) With toast/Bread With Ice-cream With Nibu Pani Any Other (Specify)

(i)
(v) (vii)

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5. How do adults consume honey? (i) (iii ) (v) (vii) Honey plain With Milk With Biscuits 6. When do you take honey? (i) (ii) (iii) (iv) At breakfast Any times of the day as a snacks As when need arise Any other (specify) With Parathas/Roti (ii) (iv) (vi) (viii) With toast/Bread With Ice-cream With Nibu Pani Any Other

7. Why do kids consume honey? (i) (iii) Taste (ii) (iv) Health Both (i) & (ii) Any other (specify)

8. Why do adults consume honey? (i) (iii) Taste Both (ii) (iv) Health Any other (specify)

9. When do you usually decide your purchase of honey? (i) (ii) (iii) As on when need arises With monthly grocery list Any other ( specify)

10. In which season do you purchase honey mostly? (i) (iii) Winter Rainy season (ii) (iv) Summer Whole year

11. Do you buy ? (i) (iii) 12. Branded Local Brand (ii) (iv) Unbranded Any other Specify)...

Which brand comes to your Mind first when you heard of the word "Honey"? (i) (iii) Dabur Himani (ii) (iv) Zandu Any other Specify)...

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13. Which brand do you consume? (i) (iii) Dabur Himani (ii) Zandu (iv) Any other (Specify)

14. If answer is (a) in Q. fifteen what do you like the most? (i) (iii) (v) (vii ) (ix) Purity Price Packsize Brand name (ii) (iv) (vi) (viii) Quality Easy availability Packaging Free gifts

Any other (Specify)

15. Which packsize do you normally purchase? (i) (iii) (v ) 50 gms. 200 gms. (ii) (iv) 100 gms. 500 gms.

Any other (specify)

16. From where do you buy Dabur honey generally? (i) (iii) Medical store (ii) (iv) General store Departmental store Any other (Specify)

17. Who influence the buying decision? (i) (iii) 18. Children Family (ii) (iv) Friends Any other (specify)

What is your monthly consumption of Dabur honey? .... 19. Your level of satisfaction:(i) (iii ) 20. Very good Satisfy Your Suggestions: (ii) (iv) Good Any other (Specify)

.. ..

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QUESTIONNAIRE (RETAILERS) 1. Do you keep honey? [i] Yes [ii] No

2. Which brands do you have? [i] [iii] 3. [i] [iii] Dabur Zandu [ii] [iv] Himani Any other (specify)

Which brand do you sale mostly? Dabur Zandu [ii] [iv] Himani Any other [specify]

4. Do customers ask for simply honey or branded honey? [i] Yes [ii] No

5.
[i] [iii]

Which brands do customer generally ask for? Dabur Zandu [ii] [iv] Himani

Any other [specify]

6. (If answer is one in question five) which pack sizes of Dabur honey do you have? [i] [iii] 50 gms. 200 gms. [ii] [iv] 100 gms. 500 gms.

[v] Any other (specify) . 7. Which packsizes do you sale mostly? [i] [iii] [v] 50 gms. 200 gms. [ii] [iv] 100 gms. 500 gms.

Any other (specify)

8. Do you think that do children demand Dabur honey mostly?

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9.
[i] [iii] [v]

What factors influence customers to buy Dabur Honey? Purity Price Advertisement Brand name [ii] [iv] [vi] [viii] Quality Packaging Free gifts

Easy availability

[vii]

10.
[i] [iii]

Do you think that the gifts/ schemes provided with the brand are attractive? Yes Can Not Say [ii] No

11. Do customers purchase honey after seeing various brands? [i] Yes [ii] No

12. What do you think that more consumption of Dabur Honey depends upon season also? If Yes? [i] [iii] Winter Rainy Season [ii] [iv] Summer Any other (specify)

13.
[i]

What is your monthly sale of honey? In gms. [ii] In kgs.

14.
[i]

Are you satisfied with your margin provided by Dabur? Yes [ii] No

15. How is your relation with distributors? [i] [iii] Very Good Satisfy [iv] [ii] Good Any other (specify) ..

16. Yours Suggestions:

79