1.

INTRODUCTION
1.1. INDUSTRY PROFILE The food industry is on a high as Indians continue to have a feast. Fuelled by what can be termed as a perfect ingredient for any industry - large disposable incomes the food sector has been witnessing a marked change in consumption patterns, especially in terms of food. The increasing trend in gross domestic savings as a proportion of GDP observed since 2001-02 has continued with the savings ratio rising from 26.4 per cent in 2002-03 to 29.7 per cent in 2003-04, 31.1 percent in 2004-05 and 32.4 percent in 2005-06. As the savings rate has gone up, private final consumption expenditure (PFCE), at current prices as a proportion of GDP, has shown a declining trend particularly from 2001-02. PFCE as a proportion of GDP declined from 63.1 per cent in 2002-03 to 62.1 per cent in 2003-04, 60.0 per cent in 2004-05, and further to 58.7 per cent in 2005-06. This decline has also been accompanied by substantial changes in the consumption basket in terms of the shares of different commodity groups. In, Private final consumption expenditure PFCE, the share of food, beverages and tobacco came down from 43.3 per cent in 2002-03 to 39.4 per cent in 2005-06. The other major item of importance, namely, transport and communication, as a proportion of PFCE, rose from 15.8 per cent in 2002-03 to 19.1 per cent in 2004-05. CHANGE IN CONSUMPTION PATTERNS Increasing incomes are always accompanied by a change in the food basket, says an ICRA report, which analyses food expenditure patterns over the last three decades in India. The report observes that the proportionate expenditure on cereals, pulses, edible oil, sugar, salt and spices declines as households climb the expenditure classes in urban India while the opposite happens in the case of milk and milk products, meat, egg and fish, fruits and beverages. For instance, the proportionate expenditure on staples (cereals, grams, pulses) declined from 45 per cent to 44 per cent in rural India while the figure settled at 32 per cent of the total expenditure on food in urban India.

A large part of this shift in consumption is driven by the processed food market, which accounts for 32 per cent of the total food market. It accounts for US$ 29.4 billion, in a total estimated market of US$ 91.66 billion. The food processing industry is one of the largest industries in India -- it is ranked fifth in terms of production, consumption, export and expected growth.

POLICY INITIATIVES
The Government has formulated and implemented several schemes to provide financial assistance for setting up and modernizing of food processing units, creation of infrastructure, support for research and development and human resource development in addition to other promotional measures to encourage the growth of the processed food sector. The Centre has permitted under the Income Tax Act a deduction of 100 percent of profit for five years and 25 per cent of profit in the next five years in case of new agro processing industries set up to package and preserve fruits and vegetables. Excise Duty of 16 per cent on dairy machinery has been fully waived off and excise duty on meat, poultry and fish products has been reduced from 16 per cent to 8 per cent. Most of the processed food items have been exempted from the purview of licensing under the Industries (Development and regulation) Act, 1951, except items reserved for small-scale sector and alcoholic beverages. Food processing industries were included in the list of priority sector for bank lending in 1999. Automatic approval for foreign equity up to 100 per cent is available for most of the processed food items except alcohol, beer and those reserved for small-scale sector subject to certain conditions.

FOREIGN DIRECT INVESTMENT

Foreign direct investment (FDI) in the country's food sector is poised to hit the US$ 3-billion mark. In the last one year alone, FDI approvals in food processing have doubled. The cumulative FDI inflow in food processing reached US$ 2,804 million in March '06. In '05-06, the sector received approvals worth US$ 41 million. This figure is almost double the US$ 22 million approved in '04-05.

The US-based private equity fund, New Vernon Private Equity Limited (NVPEL), has decided to invest Rs 45 crore in Kochi-based masala major, Eastern Condiments, the flagship company of Eastern Group.

READY-TO-EAT FOOD
The popularity of ready-to-eat packs and the bottom lines of eateries have a story to tell. Eating out no longer marks a special occasion. Not only does the traditional eat-at-home type prefer to eat out, he is very demanding too. He wants value for his money in terms of quality and variety. No wonder, multi-cuisine restaurants are mushrooming even in small towns. Italian, Mexican, Lebanese, Japanese, and Cajun the list is growing. Corroborating this trend, Euromonitor International, a market research company, says the amount of money Indians spend on meals outside the home has more than doubled in the past decade, to about US$ 5 billion a year and is expected to double again in about half that time. The industry is estimated to grow at 9-12 percent, on the basis of an estimated GDP growth rate of 6-8 per cent, during the tenth five-year plan period. Value addition of food products is expected to increase from the current 8 percent to 35 percent by the end of 2025. Fruit and vegetable processing, which is currently around 2 per cent of total production will increase to 10 per cent by 2010 and to 25 per cent by 2025. The popularity of food and agro products is not surprising when the sector is now offering a growth of more than 150 per cent in sales. With such promise in the sector, a number of foreign companies have joined the fray. While US brands such as McDonald's, Pizza Hut and Kentucky Fried Chicken have become household names, more are on their way. The new wave in the food industry is not only about foreign companies arriving here attracted by the prospective size of the market. It is also about the migration of the Made in India tag on food products traveling abroad. Indian food brands and fast moving consumer goods (FMCGs) are now increasingly finding prime shelf-space in the retail chains of the US and Europe. These include Cobra Beer, Bikanervala Foods, MTR Foods' ready-to-eat food stuff, ITC's Kitchen of India and Satnam Overseas' Basmati rice.

FOOD PARKS In a bid to boost the food sector, the Government is working on agrizones and the concept of mega food parks. Twenty such mega parks will come up across the country in various cities to attract Foreign Direct Investment (FDI) in the food processing sector. The Government has released a total assistance of US$ 23 million to implement the Food Parks Scheme. It has so far approved 50 food parks for assistance across the country. The Centre also plans US$ 22 billion subsidy for mega food processing parks.

1.2. COMPANY PROFILE A story that started in 1924 with commencement of a Restaurant in Bangalore by MAIYAs family MAVALLI TIFFIN ROOM (as the Restaurant was named) started by offering wholesome, clean / hygienic and delicious South Indian dishes to Bangaloreans. Over the years, the house MTR became very well known with respect to GOOD TASTE, PURE and HYGENIC FOOD. Later in 1976, M.T.R ventured into the business of retailing of groceries and other household general items by opening a departmental store. M.T.R first brought out a packaged, processed Spices and Masala products PROCESSED MASALAS along with RAW MASALAS other products such as Sambar, Rasam powders; Sagoo mix, etc. were introduced. M.T.R Foods since then has offered variety of convenience foods to the market. Today M.T.R is a leading player in the Instant food segment and has also brought in Spices and Masala products of different varieties suited for both north and south Indian markets. Before introducing instant food mixes and Spices and Masala products, women had to suffer lot of problems in preparing this instant foods and powders. Today life is entirely changed; modern days have raised the need of greater ease and speed in every thing. With the introduction of Spices and Masala products, M.T.R has made life much easier and quicker.

The growing workingwomen population and busy schedules of women population and the busy schedules of women has demanded the greater need for convenience food products. Hence, M.T.Rs SPICES AND MASALA products are most useful for both men and women because taste, purity, easy preparing and time saving foods are what everyone will accept. Product is the starting point of all marketing activities. Unless the policies regarding the product are decided and the exact nature of the product are decided not much can happen in marketing. One of them is BRANDING. The word brand is a comprehensive term, which includes names, designs and symbols. A brand is defined as a name, term, symbol, a design, or a combination of them, which is intended to identify the goods of one seller or group of sellers and to differentiate them from there of competitors. Every manufacturer or seller feels the need of identifying his goods with some definite symbol, mark, or slogan so that his goods catch the attention of the consumers. Also, a manufacturer or a seller wants to establish certain definite image in the mind of the public about the quality, durability, shape, fashion and colour of his product. Brand awareness has to be created in order to create an image in the minds of the buyer. When a buyer purchases a product, he not only buys the product as such but a particular brand of the product, this is because there is an image in the mind of the buyer that a particular brand satisfies his need. Consequently, creating brand awareness exceeds the customer and the sales of this brand than those of the competing brands, which have not created such distinct image. Hence branding is used invariably as a method of modern mass selling. Further marketing is more important for the marketing manager to understand the increasing importance of advertising and the growing habit of the consumers to buy goods of particular brands. This research in spite of its limitations of time, sample size attempts to gather the required information, which would satisfactorily answer the questions, which form the research objectives.

1.3. MTR FOODS MTR Foods was headed by Sadanand Maiya (son of the Yajnanarayana Maiya) till it was sold to Orkla, a Norwegian company for $80 Million in March 2007. It produces packaged foods in different ranges - spices, instant mixes, ready-to-eat foods, vermicelli, ready-to-cook gravies, and range of frozen products, papads, pickles, chips, snacks and ice creams. It bought the packaging technology from the Defense Food Research Laboratory in Mysore and there are no preservatives added to the food while packaging. MTR is also the first Indian processed foods company to be certified with the Hazard Analysis Critical Central Point certification which is a rigorous standard of food safety and hygiene. It has also been sponsoring magic shows and theatre performances using them as a means of giving live demonstrations of their products and to hand out free samples to the audience. MTR Foods is also the first company in the world to have created a frozen dosa, which can be heated and eaten right away. MTR Food products are exported to the countries in the Persian Gulf, United States and United Kingdom A BIRTHDAY bash is on at the first floor caf of Namma MTR. A group of college youngsters roar heartily while the cake is cut. Just a five-minute walk away from the outlet is the newly-built headquarters of MTR Foods Ltd. The plush interiors reflect the process of a corporate makeover that is aimed at transforming a neighborhood eatery - Mavalli Tiffin Room- into a leading packaged foods company. J. Suresh, CEO and Executive Director, MTR Foods, says that the retail outlets attract the youth in sizeable numbers. "The demographic profile of our consumers has decisively turned younger in the last six to 12 months," he says. It is significant for MTR, which is in the midst of an ambitious growth plan. MTR Foods is eyeing Rs 500 crore in sales by 2006. The company closed 2002-03 at Rs 100 crore, up from Rs 87 crore in the previous year. The ownerpromoter, P. Sadananda Maiya, brought in Suresh from Hindustan Lever Ltd to mould the business into a professionally run "total meals solutions provider". Can Maiya and Suresh match their ambition with achievements on the ground? And how is MTR, a legendary name among the local culinary enthusiasts, transitioning itself in the traditional Indian foods business? The Chief Executive shows a quiet self-belief, a trait which he shares with promoter Maiya. Started in 1924 as a small, localized restaurant business, MTR's

gastronomic journey has been part of Bangalore's folklore. A Chief Minister once stood in a queue to have a go at its masala dosa. Its popularity soared on the back of high quality tasty food made from pure ingredients in hygienic settings. The decisive moment came when the government declared a Emergency in 1976 and asked well-known restaurants, including MTR, to lower the prices. Maiya was forced to down shutters after finding it unviable to run the business. To save the jobs during the time it was closed, MTR started selling spices and roasted flour mixes. That was the beginning of its entry into the convenience and instant food business and in a sense, a turning point. Soon, MTR started retailing instant food mixes such as rava idli, khara bath, rasam, sambar and dosa mix. Encouraged by the response, MTR increased production and moved into a modern industrial plant on the outskirts of the city. Over the next few years, additions were made to the range of offerings, placing it on the road to becoming a large processed foods company. MTR now offers packaged foods in 11 different ranges - spices, instant mixes, ready-to-eat foods, vermicelli, ready-to-cook gravies, and range of frozen products, papads, pickles, chips, snacks and ice creams. With a range of products that offer complete meal solutions to the entire family, Suresh is pushing the company for a big leap. "This year is crucial. We are hoping to do roughly Rs 135 to Rs 140 crore business during this financial year," he says when asked on how the company is poised to achieve the Rs 500 crore target. The marketing push, already set in motion, would look at contemporarising the brand and boosting the distribution network, critical for the convenience foods industry. The company has opened three Namma (it means `our' in Kannada) MTR outlets at Banashankari, Residency Road and at Commercial Street and taken up space for food courts with the Food World chain in Malleswaram, Rajajinagar and Sadashivanagar. The ambience is jazzed up with the food courts serving dosas in wraps and stuffed vadas (called `fundas') in attractive takeaway bags. "The dosas in wraps or vadas stuffed with curries makes it more convenient. The customers won't have to dip it in chutney or curry which makes it less messy," Suresh says. "We are still in an experimental stage and will take a decision on retail expansion in six months' time," he adds. However, he thinks the brand's outside visibility has improved in the last six months. It has booked enough shelf space in large format retail chains. For instance, Food World now stocks up to 120 SKUs at any

given time. The visibility factor perhaps enabled the company to attract youngster to the fold and receive media attention as the emerging McDonald's in the Indian foods business. Even as the brand gets modern, MTR is also stepping up its distribution reach. In the south, which is its stronghold, especially in Karnataka, Andhra Pradesh and Tamil Nadu, the brand is present in over 60,000 outlets. The company claims its products are available across 15,000 outlets in the West, 10,500 in the North and in roughly 8,000 shops in the East. MTR today has 700 stockists with the number of serviced towns going up to 800 from 550 during the last few months. The company's aim is to be present in all above five lakh population towns in markets outside South. Presently, about 18 per cent of its domestic revenues come from markets outside South. The widening distribution and the point of presence is aided by the introduction of low-priced, smaller pack sizes - particularly in spices and mixes - which is expected to drive the penetration into semi-urban and rural markets. The industry watchers say MTR's progress hinges on how fast certain segments of the processed foods industry evolve. Take, for instance, the ready-to-eat category. Suresh admits that this segment would have to serve up Rs 150 crore in revenues for the company to reach the target of Rs 500 crore. Currently, the total ready-to-eat foods market (outside snacking) is just about Rs 10 crore, he adds. "We have seen it doubling in recent months. Its contribution to our overall business has moved up from three to five per cent during the last three months," Suresh explains. This segment till recently had two recognised names, MTR and Tasty Bite, which has eked out a reasonable presence in the West and in northern markets like Rajasthan. The entry of corporations like ITC (under the Kitchens of India brand) could help the segment to grow faster, analysts pointed out. MTR's other sizable revenue streams include instant mixes, vermicelli, spices and ice-creams. Among these, mixes and vermicelli (it is the second largest player after Bambino) has the potential to rake in revenues nationally. Suresh says instant mixers present interesting opportunities especially as the current market penetration level remains abysmally low. In MTR's home turf of Karnataka, it is estimated at 16 per cent. In context, some analysts have questioned the company's wisdom of trying to develop its own national distribution, more so in the wake of a challenging target ahead. They say it might be wiser to strike a distribution alliance with an FMCG major.

Suresh says developing its own distribution would serve the company and the brand well in the long run, even if it means investing more. He adds that the business presently has enough resources to take the company up to a Rs 200 crore turnover (Maiya family diluted 28 per cent stake to JP Morgan Chase). After that, he is hoping that the internal accruals would take it forward. Meanwhile, the company says it is prudent enough not to splash money in trying to take the spices and ice-cream businesses national as it involves complex logistics issues and taking on well-entrenched brands. The entry into frozen foods, which could be a big draw with the food services sector opening up in the coming days, and its plans to tap the export market extensively are the other crucial areas where the company must get the act right, analysts said. MTR recently became the first Indian processed foods company to be awarded the Hazard Analysis Critical Central Point certification - a rigorous global standard of food safety and hygiene. The certifications make it much easier to sell overseas and MTR has been busy sewing up tie-ups in the mainstream US market and European markets such as the UK and France. By 2006, Suresh says, export revues could touch Rs 100 crore, which is 20 per cent of the projected turnover. The acquisition sees the exit of MTR Foods' shareholders Aquarius and J.P. Morgan and the sale of the 40 per cent stake held by MTR Foods' Chairman and Managing Director Mr Sadananda Maiya. However, the official said MTR Foods' management would continue under the leadership of Mr Maiya. MTR Foods' products ready-to-eat food and spices will continue to be sold under the same name, he added. MTR Foods expects to finish 2006-07 with a turnover of Rs 165 crore. Last fiscal, its. MTR Foods is located in an interesting, growing market. We expect to spend some time learning and assessing the situation before any final decisions are made concerning further strategic investments in India." The Nordic region and the Baltic States are its domestic market. The consumer goods business is also strong in markets of Poland, the Czech Republic, Austria, Romania and Russia. In 2005, its annual operating revenues totalled NOK 19,737

The idlis and sambar are every bit as tasty, when they land on a snow-clad mountainous region on the northern frontiers of India, as the ones you get in the best Udipi hotels, thanks to the expertise of the Bangalore-based MTR Foods. Few people, even inside the company, know that some of MTR Foods' readyto-eat food is flown out to the soldiers who guard the Indian frontiers in the freezing climes of the Himalayas. The company now boasts of having created the world's first ever frozen dosa, which can be heated and eaten straightaway. "We are not at liberty to tell you what we charge for each of these packets, or how many we despatch each year," says Sadananda Maiya, managing director of MTR Foods. "We do not even know ourselves in advance when the packets will be picked up or where they are taken to." Interestingly, the foods are packed by using the technology that MTR bought from the Defence Food Research Laboratory in Mysore. The company also received a technology absorption award from the central government. The packing technology has helped the firm make the big leap from a manufacturer of spices, papads, pickles, chips, pastas and other such snacks to readyto-eat foods, ready-to-cook gravies and frozen foods. But for the lack of the technology, MTR would have entered the ready-to-eat food market long ago. Maiya admits that the cost of packing is actually almost half the price component of the finished foods. What is most interesting about MTR's packaged food - as against the others of its kind - is that the company prepares its fare without adding any preservatives, Maiya says. The food is heated to a high temperature, at which heat all microbes die, and then it is cooled in a very sterile manner and packed. So, even without preservatives, you can store the cooked-and-ready masala dosas or alu bhaji for almost a year.

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For many years, Mavalli Tiffin Room, now known as MTR, has been a heritage restaurant that is a must-see for visitors to Bangalore.It specialises in an entire range of South Indian foods, and is located in the busy Lalbagh area. Sadananda Maiya's father Yajnarayana Maiya started it in 1924. The Maiyas, of course, have their origins on the Karavali coast of Karnataka, which is famous for its vegetarian cuisine.Hygiene has been a major selling point of MTR for the past half century ever since Yajnanarayana toured Europe for the first time and was impressed by the clean restaurants there. In fact, the entrance to the eatery was from the kitchen, for many years, to enable patrons to satisfy themselves about how clean their food was. Sadananda himself joined MTR as an apprentice cook, after his father died in 1968, although he was actually in the engineering college at that time. "We then went on to make MTR the first fast food restaurant in the world with a record of serving 21,000 customers in seven hours," he says proudly. They grew happily as a popular restaurant with a distinct brand name till Emergency. Then, the Union government decreed that the five popular restaurants in Bangalore, including MTR, should reduce their prices and make them affordable to the common man. MTR had to comply, but kept its food standards high and eventually closed down after two weeks. This was when the Maiyas diversified into a side business of convenience foods and instant mixes. They began with powder mixes for rava idli, dosa, rasam, sambar and khara bhaath.

1.4MILE STONES OF THE COMPANY

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When the eatery opened again later, they continued the side business. By the beginning of the 1990s, the readymade mix business was doing so well that the MTR Food Products shifted to a modern plant in Bommasandra. Now, there is a whole cluster of factories in Bommasandra belonging to the company, including one that makes ice cream. Besides, Maiya has invested Rs 40 lakh (Rs 4 million) for a clean-in-plant technology for his ice cream factory to ensure that the ice creams are absolutely hygienic. By then, Sadananda had broken away as a separate entity. The restaurant continues to function now under Maiya's niece Hemamalini and her brother. MTR Foods is under Sadananda. Now, this company has an export income of about Rs 8 crore (Rs 80 million) per annum. Their turnover last year was Rs 103 crore (Rs 1.03 billion). In another four years, Maiya hopes to achieve a turnover of Rs 500 crore (Rs 5 billion), and an export income of over Rs 100 crore (Rs 1 billion). Interestingly, Maiya says only his export to the Gulf was hit by the SARSthreat. It is business as usual with the United States, which accounts for half of his export, and to the United Kingdom, where he has tie-ups with various food companies. Maiya has several new products up his sleeve. Next to hit the market will be a series of rice dishes, including a khichadi made out of daliya and moong dal for diabetic patients, all priced at Rs 12 each.

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Chapter-2
RESEARCH DESIGN
2.1 INTRODUCTION A research design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance purpose to the research purpose with economy in procedure. In fact the research design is the conceptual structure with in which research is conducted, it constitutes the blueprint for the collection measurements and analysis of data. As such the design includes an outline of what the research will do from writing the hypothesis and its operational implications to the final analysis of data. 2.2TYPES OF RESEARCH DESIGN Different research designs can be conveniently described as, 1. Exploratory Research Design. 2. Descriptive Research Design. 3. Diagnostic Research Design. 4. Experimental Research Design. 2.2a. DESCRIPTIVE RESEARCH DESIGN Descriptive research studies are those studies which are concerned with describing the charcerteristics of a particular individual or a group with narrations of facts and characteristics concerning individual, group or situation are examples. 2.3 Statement of the Problem Now a days convenience foods have growing importance hence the spices and Masala products segment is facing competition. Brand is an effective weapon in the hands of a manufacturer or a seller for the creation of consumers preference or product differentiation. Identifying the image the consumers carry in their minds is very important to create preference of their product in users and formulate essential promotional strategies. Thereby achieve the goals of the organization. Hence, the study of Brand awareness for M.T.R. Spices and Masala products was chosen. 2.4 Need for the study

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The study is conducted to understand perception of consumers towards MTR food products and its price, quality reputation, and type of advertisement people like to watch...Etc A structured questionnaire was prepared for the respondents to easily understand the question and give the response accordingly. The filled questionnaire was properly evaluated and analyzed with the help of tables and shown with the help of graph to easily understand the response.. Proper findings and suggestions are given for improvement. MTR food products should concentrate on increasing the awareness of the facilities and infrastructure available at the various boutiques with the help of trained sales officers through direct marketing. Finding out the market position of M.T.Rs branded item (Spices and Masala Products). Finding customers preference towards M.T.R Spices and Masala products. Measuring customers satisfaction with respect to its price, quality and taste. In short, this study is to know the features of M.T.R Spices and Masala and the brand awareness. It helps to know why customers prefer M.T.R food products in spite of other brands being available to the market. This research can provide a base to find out the companys market / market position, the customer likes and dislikes, the customer needs and hence improve the product. The study contains the analysis of the data collected from a sample size of 100 respondents who were interviewed at M.TR retail outlet and food worlds. The data collected through structured questionnaire, the same is interpreted and analyzed and put in the form of tables and graphs hence facilitating easy understanding and clarity of data. The findings of study are listed based on the analysis and on the assumption that the information collected from the respondents is accurate. This report also includes the recommendations as derivatives of the conclusion.

2.5 REVIEW OF THE LITERATURE

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Meaning: Review of literature is important as it would give direction to the researcher as to what he should investigate and what aspects need attention. Thus review of literature in any from of material like published writing documents journals; historical documents news papers etc, givens a better quality to the research project. Govindaranjan and Sathyanarayana, (1991)., Thais and Indians are the highest users of the spices with consumptions of 8.0, 5.0, and 2.5 g/day, respectively (In contrast the European and American populations consume 0.05-0.5 g/day. However, there is a growing demand for pungent spices in the United States. Lawless (1984): has evaluated on the oral pungency. He described the relationship between intensity and concentration for capsaicin, piperine, and ginger oleoresin using power-law functions and characterized the decay of perception over time with exponential functions. However, the data were limited (Andrews, 1984), there is a growing demand in the United States for "hot" spices such as red peppers, black pepper, and ginger. Attributes this recent accelerated demand to 1) the increased multiculturalism in the United States, 2) the increased popularity of ethnic restaurants among Americans, 3) the increased use of "flavored" vegetables in the diet to avoid cholesterol and saturated fats and 4) the decline in taste and smell associated with age. Jennifer Tobin (2006) adverse behaviour in relation to food and food safety can have damaging effects on the physical health of the population and the economy. Effective risk communication should enable the principles of food safety to become a reality for both adults and children and show them how they can play their part in the prevention of food poisoning,particularly in the home. Home economics is an optional subject taught in Irish schools that could be used to effectively communicate food safety principles to a large sector of the population if it were to become compulsory. Effective risk communication should change both attitudes and behavior related to food safety.

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2.6 Objectives of the Study.

To find out the customer preference of M.T.Rs SPICES AND MASALA Products. To measure customer satisfaction with reference to the price and quality Of M.T.R spices and Masala products. To study the level of brand awareness amongst customers. To study the perception of customers towards the MTRs Spices and Masala products.

2.7 Operational definitions of the concept

(a) BRAND: A name, sign or a symbol, which identifies the goods and services of a manufacturer or seller to differentiate them from those of other competitors. (b) BRANDING: Is the practice of giving a specified name to a product or a group of products of one seller. Branding is the process of finding & fixing the means of identification.

2.8 Methodology
Defining the problem Statement of research objectives Planning the research design Planning the sample Collection of data analyzing the data Formulating of conclusion Preparing of report.

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2.9 Planning the research design

The objectives of the problem will be main focus of the research design and to ensure that data collected is relevant to the objectives the right source of data collection sampling and data timing will be pivotal to the research the design shall be descriptive in nature.
2.10

SAMPLING DESIGN:

(a)Sampling Method: The sampling in this research consists of those individuals who had used or still using M.T.R Food products and those who have used Spices and Masala products of M.T.R. As the individual could give better feed back regarding the impact of controversy as their current attitudes towards M.T.R Foods and its how it has influenced them. A Judgmental sampling technique was resorted to get the questionnaires being personally administered on all the 100 respondents since respondents were drawn from the population at large the sample was an unrestricted one. During this research, personal interviews were used to collect data from all the 100 respondents. (b) Sample Size: For the research purpose a sample size of 100 respondents were decided. The respondents were approached and interviewed at MTR OUTLETS and other SUPER BAZAARS in five major areas taking total of ten respondents from each area. The respondents were housewives, working women, students and executives.

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(c) Sources of data: COLLECTION OF PRIMARY DATA: The research study required the collection of primary data. The data was collected with the help of structured questionnaires. The questionnaire consisted of multiple choice and a few open ended questions. COLLECTION OF SECONDARY DATA: It included data collected from trade journals, Business, Magazines, Company reports and Internet. (d) Sampling unit: Every individual who were interviewed during this research constituted the sampling unit. These individuals constituted of those people who had already used M.T.R Spices and Masala products.

2.11 SCOPE OF THE STUDY

The main scope of this study is to know the brand awareness of MTR food products amongst consumers

2.12 AREAS COVERED:

This was done at the M.T.R outlets and other Super Bazaars located in Padmanabhanagar, Banashankari II Stage, Gandhi Bazaar, Jayanagar III Block, and J.P.Nagar I Phase. Respondents were interviewed at the M.T.Rs Retail outlet also.

2.13 PERIOD OF THE STUDY:

This study was carried for the period of two months in MTR Foods Ltd regarding the Brand Awareness of the MTRs Spices & Masala Products

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2.14 LIMITATIONS OF THE STUDY:

1. The selection of the respondents was also a constraint and judgmental Sampling was followed to collect the information.
2. As it was not possible to cover the entire population of consumers a sample size of

100 respondents were chosen to represent the whole population based on judgment sampling.
3. Analysis of the data obtained from the questionnaire was done on the Assumption

that honest and correct information has been given by the Respondents.

2.15. CHAPTER SCHEME

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CHAPTER 1: INTRODUCTION This chapter includes the general introduction of the industry, secondly theoretical background of the topics like, brand awareness and lastly Industrial background, its inceptions. CHAPTER 2: RESEARCH METHODOLOGY This chapter includes aspects of methodology, viz, brief introduction of the background, subject statement of the problem, scope and objectives of the study, Operatitional definition of concepts, sampling methods, tools for the data collection and analysis, limitation of the study and layout of the chapter. CHAPTER 3: COMPANY PROFILE This chapter includes the present background, current position, management and structure, products services of the company, their future plans, their functional departments and respondents profile. CHAPTER 4: DATA ANALYSIS AND INTERPRETATIONS This chapter contains an analysis of the primary data collected with reference to the objectives. Here the entire data is summarized into tables, graphs and chart depending upon the necessity. CHAPTER: 5: SUMMARY OF FINDINGS, CONCLUSION & SUGGESTIONS This chapter includes summary of findings of the data analyzed and suggestions and to the company

CHAPTER-3

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COMPANY PROFILE The M.T.R group of companies promoted by the family of MAIYAS took birth in the year 1924 with the commencement of a Restaurant in Bangalore. MAVALLI TIFFIN ROOM (as the restaurant named) started by offering wholesome, clean/hygienic and delicious breakfast and snacks with absolute cleanliness and service. The house later extended its activities to catering services. Over the years, the house M.T.R became very well known with respect to pure, tasty and hygienic food. The Restaurants fame made it a spot of tourist interest and became a part of the tourists itinerary in Bangalore. Later in 1976, M.T.R ventured into the business of retailing of groceries and other household general items by opening a departmental store. The Mavalli Tiffin Room (commonly known as MTR) is the brand name of a food related enterprise located in India. Having its origin in the city of Bangalore, it is famous for the MTR restaurant located on the Lal Bagh Road in Bangalore and also for the pre-packed food articles which are sold in packets having the MTR brand. MTR is also the inventor of the popular South-Indian breakfast item, Rava idly. Many prefer to relax in the cafe's waiting hall on first floor before and after the breakfast Many prefer to relax in the cafe's waiting hall on first floor before and after the breakfast MTR was founded as a restaurant by Parampalli Yajnanarayana Maiya and his brothers in the year 1924. In the mid 1970s when India was under emergency, a Food Control Act was introduced which mandated that food was to be sold at very low prices. This move made it difficult for MTR to maintain high standards in its restaurant business and forced it to diversify into the instant food business, selling ready-to-eat snacks such as chutneys and rasams. Since the 1970s, MTR has expanded and diversified, with MTR Department Stores opened next to the restaurant, and an outlet opened in Chennai. Currently the MTR brand represents two separate entities; the MTR restaurant business and MTR Foods, the pre-packaged food business. MTR Foods

21

MTR Foods was headed by Sadanand Maiya (son of the Yajnanarayana Maiya) till it was sold to Orkla, a Norwegian company for $80 Million in March 2007 It produces packaged foods in different ranges - spices, instant mixes, ready-to-eat foods, vermicelli, ready-to-cook gravies, range of frozen products, papads, pickles, chips, snacks and ice creams. It bought the packaging technology from the Defence Food Research Laboratory in Mysore and there are no preservatives added to the food while packaging MTR is also the first Indian processed foods company to be certified with the Hazard Analysis Critical Central Point certification which is a rigorous standard of food safety and hygiene. It has also been sponsoring magic shows and theatre performances using them as a means of giving live demonstrations of their products and to hand out free samples to the audience. MTR Foods is also the first company in the world to have created a frozen dosa, which can be heated and eaten right away. MTR Food products are exported to the countries in the Persian Gulf, United States and United Kingdom A BIRTHDAY bash is on at the first floor caf of Namma MTR. A group of college youngsters roar heartily while the cake is cut. Just a five-minute walk away from the outlet is the newly-built headquarters of MTR Foods Ltd. The plush interiors reflect the process of a corporate makeover that is aimed at transforming a neighbourhood eatery - Mavalli Tiffin Room- into a leading packaged foods company.

MTR Foods is eyeing Rs 500 crore in sales by 2006. The company closed 2002-03 at Rs 100 crore, up from Rs 87 crore in the previous year. The ownerpromoter, P. Sadananda Maiya, brought in Suresh from Hindustan Lever Ltd to mould the business into a professionally run "total meals solutions provider". Can Maiya and Suresh match their ambition with achievements on the ground? And how is MTR, a legendary name among the local culinary enthusiasts, transitioning itself in the traditional Indian foods business?

22

OUR QUALITY POLICY

We, at MTR Foods Limited are committed to manufacturing and marketing food products of high quality, hygienically processed using state-of-the-art technology with the following objectives: Creation of the MTR brand synonymous with quality and food safety Continuous improvement by total committed participation of all Satisfying the changing needs of consumers for total delight Continually improve the effectiveness of quality and food management systems

The Chief Executive shows a quiet self-belief, a trait which he shares with promoter Maiya. Started in 1924 as a small, localised restaurant business, MTR's gastronomic journey has been part of Bangalore's folklore. A Chief Minister once stood in a queue to have a go at its masala dosa. Its popularity soared on the back of high quality tasty food made from pure ingredients in hygienic settings. The decisive moment came when the government declared a Emergency in 1976 and asked well-known restaurants, including MTR, to lower the prices. Maiya was forced to down shutters after finding it unviable to run the business. To save the jobs during the time it was closed, MTR started selling spices and roasted flour mixes. That was the beginning of its entry into the convenience and instant food business and in a sense, a turning point. Soon, MTR started retailing instant food mixes such as rava idli, khara bath, rasam, sambar and dosa mix. Encouraged by the response, MTR increased production and moved into a modern industrial plant on the outskirts of the city. Over the next few years, additions were made to the range of offerings, placing it on the road to becoming a large processed foods company. MTR now offers packaged foods in 11 different ranges - spices, instant mixes, ready-to-eat foods, vermicelli, ready-to-cook gravies, range of frozen products, papads, pickles, chips, snacks and ice creams. With a range of products that offer complete meal solutions to the entire family, Suresh is pushing the company for a big leap. "This year is crucial. We are hoping to do roughly Rs 135 to Rs 140 crore business during this financial year," he says when asked on how the company is poised to achieve the Rs 500 crore target.
23

Suresh is focused on aligning the business with a marketing drive aimed at unplugging the potential that exists for its varied packaged food categories. The marketing push, already set in motion, would look at contemporarising the brand and boosting the distribution network, critical for the convenience foods industry. . The company is in the midst of attempts to extend the rejigged brand feel to most of its operations including the retail outlets. Another significant element in this drive is the retailing initiative which has been kicked off in Bangalore. The company has opened three Namma (it means `our' in Kannada) MTR outlets at Banashankari, Residency Road and at Commercial Street and taken up space for food courts with the Food World chain in Malleswaram, Rajajinagar and Sadashivanagar. The ambience is jazzed up with the food courts serving dosas in wraps and stuffed vadas (called `fundas') in attractive takeaway bags. "The dosas in wraps or vadas stuffed with curries makes it more convenient. The customers won't have to dip it in chutney or curry which makes it less messy," Suresh says. "We are still in an experimental stage and will take a decision on retail expansion in six months' time," he adds. However, he thinks the brand's outside visibility has improved in the last six months. It has booked enough shelf space in large format retail chains. For instance, Food World now stocks up to 120 SKUs at any given time. The visibility factor perhaps enabled the company to attract youngster to the fold and receive media attention as the emerging McDonald's in the Indian foods business. Even as the brand gets modern, MTR is also stepping up its distribution reach. In the south, which is its stronghold, especially in Karnataka, Andhra Pradesh and Tamil Nadu, the brand is present in over 60,000 outlets. The company claims its products are available across 15,000 outlets in the West, 10,500 in the North and in roughly 8,000 shops in the East. MTR today has 700 stockists with the number of serviced towns going up to 800 from 550 during the last few months. The company's aim is to be present in all above five lakh population towns in markets outside South. Presently, about 18 per cent of its domestic revenues come from markets outside South. The widening distribution and the point of presence is aided by the introduction of low-priced, smaller pack sizes - particularly in spices and mixes - which is expected to drive the penetration into semi-urban and rural markets.

24

The industry watchers say MTR's progress hinges on how fast certain segments of the processed foods industry evolve. Take, for instance, the ready-to-eat category. Suresh admits that this segment would have to serve up Rs 150 crore in revenues for the company to reach the target of Rs 500 crore. Currently, the total ready-to-eat foods market (outside snacking) is just about Rs 10 crore, he adds. "We have seen it doubling in recent months. Its contribution to our overall business has moved up from three to five per cent during the last three months," Suresh explains. This segment till recently had two recognised names, MTR and Tasty Bite, which has eked out a reasonable presence in the West and in northern markets like Rajasthan. The entry of corporations like ITC (under the Kitchens of India brand) could help the segment to grow faster, analysts pointed out. MTR's other sizable revenue streams include instant mixes, vermicelli, spices and ice-creams. Among these, mixes and vermicelli (it is the second largest player after Bambino) has the potential to rake in revenues nationally. Suresh says instant mixers present interesting opportunities especially as the current market penetration level remains abysmally low. In MTR's home turf of Karnataka, it is estimated at 16 per cent. In context, some analysts have questioned the company's wisdom of trying to develop its own national distribution, more so in the wake of a challenging target ahead. They say it might be wiser to strike a distribution alliance with an FMCG major. Suresh says developing its own distribution would serve the company and the brand well in the long run, even if it means investing more. He adds that the business presently has enough resources to take the company up to a Rs 200 crore turnover (Maiya family diluted 28 per cent stake to JP Morgan Chase). After that, he is hoping that the internal accruals would take it forward. Meanwhile, the company says it is prudent enough not to splash money in trying to take the spices and ice-cream businesses national as it involves complex logistics issues and taking on well-entrenched brands. The entry into frozen foods, which could be a big draw with the food services sector opening up in the coming days, and its plans to tap the export market extensively are the other crucial areas where the company must get the act right, analysts said. MTR recently became the first Indian processed foods company to be awarded the Hazard Analysis Critical Central Point certification - a rigorous global standard of food safety and hygiene. The certifications make it much easier to sell overseas and MTR has been busy sewing up tie-ups in the mainstream US market and

25

European markets such as the UK and France. By 2006, Suresh says, export revues could touch Rs 100 crore, which is 20 per cent of the projected turnover. Products and services of MTR food products INSTITUTIONAL PRODUCT LIST Instant Mixes 1 Inst.Rava Idli Mix 2 Plain Upma Mix Bulk Spices 1 Sambar Powder (Masala). 2 Rasam Powder (Masala). 3 Vanghibath Powder (Masala). 4 Chatney Powder (Masala) 5 Puliyogare Powder (Masala) 6 Garam Masala. 7 Chilli Powder 8 Turmeric Powder. 9 Dhaniya Powder 10 Jeera Powder 11 Pepper Powder. 12 Madras Sambar Powder(Masala) 13 Iskcon Sambar Powder Bulk. 14 Madras Rasam Powder(Masala)

Vermicelli. Pappads Pickles Frozen Foods

26

Ice Creams Packing Curries Rice Items Soups Competitors are: MDH ORKAY PRIYA BADSHAH SWASTIK VASU The products that are manufactured by M.T.R Foods Limited, found good response in overseas market as well. The first container of condiments was to Kuwait in the year 1984. There has been a steady growth in export since then to various countries like U.S.A, U.K, Australia, New Zealand, South Africa, gulf and Far East countries. The export activities are actively being pursued with a view to develop brands in all overseas market. The company exports 25% - 30% of its production. OVERSEAS DISTRIBUTORS ARE: M/S M.T.R IMPORTS INC. M/S CLASS FOODS (M) SDN. BHD. - SINGAPORE - AUSTRALIA - BAHRAIN. - U.S.A. - MALAYSIA

D.

The company with the modern facilities to need production demand of the growing food market having proven in purity, quality and taste, the M.T.R Foods Ltd, in order to expand their market came out with hard ice creams with various flavors.

27

Strengths MTR food products having good Brand image in the minds of the customers MTR food products are more economical & preferable. MTR food products have a wide distribution network all over the world. Weakness. .

the company is failing to keep there quality promises There are no effective promotional efforts for there products.

Opportunities There is a huge untapped rural market. There have huge potential for export. Threats

There is more competition from foreign market. New competition in the market pause a threat

Chapter- 5
Analysis and interpretations
TABLE 1: SHOWING RESPONDENTS SEX RATIO:

28

RESPONDENTS MALE FEMALE TOTAL

FREQUENCY 40 60 100

PERCENTAGE 40 60 100

It is seen from the table that 60% of the respondents were female and the remaining were male. From the above analysis, it may be presumed that the customers who use M.T.R Spices and Masalas products are females though the male also use M.T.R Spices and Masalas but not to the extent used by the females. It means that on the whole the society prefers to use more of ready made spices and masalas rather than spending their precious time in the making of the whole and this seems to be a better and intellectual choice for them. GRAPH 1.SHOWING RESPONDENTS SEX RATIO:
R espondents S R ex atio

40% 6 0%

M ale F ale em

TABLE 2: SHOWING THE FAMILY SIZE OF RESPONDENTS: FAMILY SIZE 12 34 5 above TOTAL FREQUENCY 18 68 14 100 PERCENTAGE 18 68 14 100

29

The interpretation from the data so collected shows that 68% of the respondents have a family size of 3-4 members and 18% of the total strength has a family size of 1-2 members. Lastly, 14% of them have five and more number of members in their family. Lastly it can be said that respondents with a family size of 3-4 members buy M.T.R Spices and Masala products in larger amounts than the other sector of the respondents. GRAPH 2. SHOWING THE FAMILY SIZE OF RESPONDENTS:

Family Size

14%

18% 1 to 2 3 to 4 5 and Above

68%

TABLE 3: SHOWING WHETHER THE RESPONDENTS HAVE CONSUMED SPICES AND MASALA PRODUCTS: RESPONDENTS YES NO TOTAL FREQUENCY 94 6 100 PERCENTAGE 94 6 100

30

From the above, its clear that majority of the respondents i.e. 94% of them have used MTRS spices and masala products and remaining 6% of them have not consumed any of the products, therefore their data is authentic as the non-users data is excluded. By this, it is conformed that the respondents know about the M.T.R spices and masala products. GRAPH 3: SHOWING WHETHER THE RESPONDENTS HAVE CONSUMED SPICES AND MASALA PRODUCTS:

Readymade spices consumption

100 80 60 40 20 0 Yes No

TABLE 4: TABLE SHOWING THE VARIOUS OTHER BRANDS CONSUMED BY RESPONDENTS: RESPONDENTS FREQUENCY PERCENTAGE MTR 25 25 MDH 14 14 Orkay 11 11 Everest 15 15 Priya 14 14
31

Badshah Swastik Vasu Others TOTAL

10 5 2 4 100 5 2 4

10

100

From the data available its clear that the respondents have not only used MTRS products but the other brands also which are available in the market and their opinions with regards to the awareness of the different products and the corresponding percentages and the company associated with is shown in the graph given below. GRAPH 4: SHOWING THE RESPONDENTS: VARIOUS OTHER BRANDS CONSUMED BY

Types of Readymade spices consumption

4% 2% 5% 10% 25% MTR MDH Orkay Everest Priya Badhshah Swasthik Vasu Others

14% 14% 15% 11%

TABLE 5: SHOWING WHETHER THE RESPONDENTS ARE AWARE OF M.T.R SPICES AND MASALA PRODUCTS: RESPONDENTS YES NO TOTAL FREQUENCY 98 2 100 PERCENTAGE 98 2 100

32

It is seen from the above table that there is maximum awareness with regards to M.T.R Spices and Masala products. From the above table we can see that the respondents have used or consumed MTRS Spices and Masala products.

Graph 5.
SHOWING WHETHER THE RESPONDENTS ARE AWARE OF M.T.R SPICES AND MASALA PRODUCTS:

Awareness of MTR Spices and Masala's

100 80 60 40 20 0 Yes No

TABLE 6: THE DIFFERENT SOURCES THROUGH WHICH RESPONDENTS COME TO KNOW ABOUT M.T.R SPICES AND MASALA PRODUCTS: RESPONDENTS NEWSPAPERS MAGAZINES FREQUENCY 2 8 PERCENTAGE 2 8

33

T.V WORD OF MOUTH SELF INTERST RETAIL OUTLETS DO NOT KNOW TOTAL

2 33 23 31 1 100

2 33 23 31 1 100

It is found that the 31% awareness about M.T.R Spices and Masala products has come to the respondents through retail outlets, 33% of respondents stated that it was by word of mouth i.e., through friends, relatives etc, 23% of the total strength came to know about the M.T.R Spices and Masala products through self interest and the remaining 12% belonged to the advertisement category. It is therefore inferred that the Word of mouth, Self interest and retail outlets are the popular types of Promotions for M.T.R Spices and masala products and respondents visit frequently to the retail outlets to update and purchase the M.T.R spices and masala products.

GRAPH, 6. THE DIFFERENT SOURCES THROUGH WHICH RESPONDENTS COME TO KNOW ABOUT M.T.R SPICES AND MASALA PRODUCTS:

34

Get to know about MTR

1% 2%

8% 2% News papers

31%

Magazines TV Word of Mouth Self Interes t Retail Outlets 33% Do not know

23%

TABLE 7 THE VARIOUS VARIETIES OF MTRS PROCESSED PRODUCTS THE RESPONDENTS HAVE USED: FREQUENCY Sambar powder 37 MASALA

PERCENTAGE 37

35

Puliyogere powder Rasam powder Garam Masala Channa Masala OTHERS TOTAL

19 25 11 5 3 100

19 25 11 5 3 100

The above table helps to know the practical awareness among respondents. We can observe from the above table that 37% of the respondents are aware of sambar powder, 25% of them are aware of rasam powder and have used it.19% of the total strength has used puliyogere powder, another 11% of respondents have used garam masala, 5% of them have used channa masala and the remaining 3% respondents have used other varieties of M.T.Rs spices and masala products such as vangibath powder, pav bhaji masala etc . Since sambar is common among South Indian dishes there is a high percentage of consumption as can see from the above table.

GRAPH 7. THE VARIOUS VARIETIES OF MTRS PROCESSED PRODUCTS THE RESPONDENTS HAVE USED:

MASALA

36

11%

5%

3% 37%

Sambar powder Puliyogere powder Rasam powder Garam Masala

25% 19%

Channa Masala OTHERS

TABLE.8 THE VARIOUS VARIETIES OF MTRS RAW MASALA PRODUCTS THE RESPONDENTS HAVE USED:

37

ATTRIBUTES Chilli powder Turmeric powder Dhaniya powder Jeera powder Pepper powder Others TOTAL

FREQUENCY 25 9 13 40 7 6 100

PERCENTAGE 25 9 13 40 7 6 100

We can observe from the above table that 40% of the respondents are aware of jeera powder, 25% of them are aware of Chili powder and have used it. 13% of the total strength has used Dhaniya powder, another 9% of respondents have used turmeric powder, 7% of the respondents say they have used pepper powder and the remaining 6% respondents have used other varieties of M.T.R spices and masala products such as sambar paste, potato sagu masala etc. The above analysis reveals that the most commonly used spices and masala products are jeera powder and channa Masala among North Indian dishes.

GRAPH .8 THE VARIOUS VARIETIES THE RESPONDENTS HAVE USED MTRS RAW MASALA PRODUCTS:

38

7%

6%

25%

Chille powder Turmeric powder Dhaniya powder Jeera powder Pepper powder Others

40% 13%

9%

TABLE 9

39

SHOWING WHETHER THE RESPONDENTS FIND DIFFERENCES BETWEEN HOME MADE AND READY-MADE SPICES AND MASALA PRODUCTS: FREQUENCY YES NO TOTAL 80 20 100 PERCENTAGE 80 20 100

From the above table we can observe that 80% of the respondents find the differences between home made and ready-made spices and masala products of M.T.R and another 20% of the remaining respondents say that they do not find any differences between the home made and ready made spices and masala products of M.T.R. Those who find the differences between the home made and ready-made masala products say that the home made will always be fresh, tasty and better and the ready-made product cannot replace the home made products. GRAPH. 9 SHOWING WHETHER THE RESPONDENTS FIND DIFFERENCES BETWEEN HOME MADE AND READY-MADE SPICES AND MASALA PRODUCTS:
Difference betw een H e m om ade and R eady m ade

100 80 60 40 20 0 Yes N o

TABLE 10: SHOWING REASONS FOR BUYING MTRS PRODUCTS:

40

EASY TO USE ECONOMY QUALITY SAVES TIME TOTAL

FREQUENCY 27 15 38 20 100

PERCENTAGE 27 15 38 20 100

The above table enables us to find out the main reasons as to why MTRS spices and Masala products attract the customer to buy the product. The table reveals that 27% buy spices and masala products because it is very easy to use, 20% of the total strength says that it saves time in preparing the food, 38% of the respondents say that the quality of the said product is good and tasty 15% of the respondents buy spices and masala products due to the economy factors. Hence, it is clear that the ease of preparation, time saving and quality as the major factors, which attracts the respondents to go in for the MTRS spices and masala products. GRAPH .10 SHWOING REASONS FOR BUYING MTRS PRODUCTS:
Reason's for buying MTR

100 90 80 70 60 50 40 30 20 10 0 Easy to Use Economy Quality Saves Time

TABLE 11: FREQUENCY OF PURCHASING M.T.R PRODUCTS BY THE RESPONDENTS: SPICES AND MASALA

41

WEEKLY 15 DAYS ONCE MONTHLY 3 MONTHS ONCE TOTAL

FREQUENCY 18 22 48 12 100

PERCENTAGE 18 22 48 12 100

This table helps to find out how frequently spices and masala products are consumed by the respondents. It is seen from the above table that 48% respondents consume spices and masala products on a monthly basis, 22% consume once in 15 days, 18% of the total strength purchases on a weekly basis and lastly 12% of the remaining respondents buy the spices and masala products once in three months. It is observed from the above analysis that there are more number of respondents who consume spices and masala products on a monthly basis. However, a considerable number of respondents also consume spices and masala products once in 15 days.

GRAPH 11: SHOWING THE FREQUENCY OF PURCHASING M.T.R SPICES AND MASALA PRODUCTS BY THE RESPONDENTS:

42

50 40 30 20 10 0 18 22

48

12

W eekly15 daysMonthly 3 Once Months Once

TABLE 12: SHOWING SINCE HOW LONG THE RESPONDENTS ARE PURCHASING THE SPICES AND MASALA PRODUCTS: FREQUENCY 14 PERCENTAGE 14
43

1 6 MONTHS

1 YEAR 2 YEARS 2 YEARS & ABOVE TOTAL

28 34 24 100

28 34 24 100

The above table reveals that 34% of the total strength of respondents is buying the M.T.R products ranging from 2-4 years. 28% of them are buying it from past 1 year, another 24% of them are buying over 5 years and above and the rest of 14% are buying ranging from 1-6 months. From the above table it is clear that the consumption of M.T.R spices and masala products are more from past 2 years GRAPH 12: SHOWING SINCE HOW LONG THE RESPONDENTS ARE PURCHASING THE SPICES AND MASALA PRODUCTS:
Timeline of MTRS Products usage

14% 24%

1 to 6 months 1 year 28% 2 to 5 years 5+ years

34%

TABLE 13: SHOWING THE RESPONDENTS PREFERRED PACKING SIZES: FREQUENCY 16 27 PERCENTAGE 16 27
44

50 GRAMS 100 GRAMS

250 GRAMS 500 GRAMS TOTAL

46 11 100

46 11 100

Te above table depicts the respondents preferred and normally bought for package sizes 16 % of respondents used them in small quantities i.e. the 50 grams one, 27 % of respondents preferred the 100 gram one, 46 % of them preferred the 250 grams one and the remaining 11 % opted for 500 gram packing products GRAPH 13: SHOWING THE RESPONDENTS PREFERRED PACKING SIZES:
Preferred Packaging Sizes

40 35 30 25 20 15 10 5 0 50 gms 100 gms 250 gms 500 gms

TABLE-14: SHOWING THE RESPONDENTS RANKING OF QUALITY FACTORS: A) TASTE: RANKS FREQUENCY PERCENTAGE 1Excellent 67 67 2Good 17 17 3average 12 12 4Poor 4 4

45

5Very poor Total

Nil 100

Nil 100

The respondents defining quality factors towards M.T.R Spices and Masala products are ranked and they are tabulated. Factors defining quality such as Taste, Aroma, Original Flavor, Freshness, and Purity are tabulated separately. The rankings are graded as follows, Rank 1 for Excellent, Rank 2 for Good, Rank 3 for average, Rank 4 for poor Rank 5 for very poor. The table reveals about the Taste of the M.T.R Spices and Masala products. It is clear that 67% of the respondents ranked as Excellent for the taste, 17% of them have ranked as Good, 12% have ranked as average and lastly 4% of the remaining respondents have ranked as poor. It is presumed from the above analysis that a majority of the respondents accepted M.T.R spices and masala products and is given a top priority in terms of quality compared to other aspects by the consumers as found during the course of survey.

GRAPH-14: SHOWING THE RESPONDENTS RANKING OF QUALITY FACTORS:

46

100

100

Total Very poor Poor average Good Excellent 0 0 4 4 12 12 17 17 67

67

50

100

150 %

200

250

FREQUENCY

TABLE 15 THE TABLE SHOWING THE QUALITY AS PERCEIVED BY CONSUMERS CONSIDERING AROMA AS A FACTOR: B) AROMA: RANKS 1Excellent FREQUENCY 14 PERCENTAGE 14
47

2Good 30 30 3average 26 26 4Poor 20 20 5Very poor 10 10 Total 100 100 It is seen from the above table that 14% of respondents rate Aroma as Excellent, 30% rank it as Good while 20% ranked it as poor, 26% rated it as average, and lastly 10% as Satisfactory. Hence, it is found from the analysis that the respondents feel that the Aroma of the product can still be improved since the majority of the respondents ranked highest for the Good. Still at present, the aroma of the M.T.R Spices and Masala products is very good. TABLE 15 THE TABLE SHOWING THE QUALITY AS PERCEIVED BY CONSUMERS CONSIDERING AROMA AS A FACTOR:
120 100 80 60 40 20
t xc el le n o o r p er y

o d

g e

2 G o

ra

oo

a ve

o
FREQU CY EN PERCEN G TA E

TABLE 16: THE TABLE SHOWING QUALITY AS PERCEIVED BY CONSUMERS CONSIDERING ORGINAL FLAVOUR AS A FACTOR: A)ORIGINAL FLAVOUR: RANKS 1Excellent 2Good 3average FREQUENCY 18 28 20 PERCENTAGE 18 28 20
48

5 V

ta l

4Poor 5Very poor Total

10 24 100

10 24 100

It is seen from the above table that 28% of respondents rate Original flavour as Good, 24% rank it as very poor while 10% ranked it as poor, 18% ranked it as Excellent and 20% rated as average. Hence, it is found from the analysis that the respondents feel that the original flavour/ tinge of the product can still be improved since the majority of the respondents ranked highest for the Good. GRAPH 16: THE TABLE SHOWING QUALITY AS PERCEIVED BY CONSUMERS CONSIDERING ORGINAL FLAVOUR AS A FACTOR
FREQUENCY

1Excellent 2Good Total 3average 4Poor 5Very poor

TABLE - 17 THE TABLE SHOWING THE QUALITY AS PERCEIVED CONSUMERS CONSIDERING FRESHNESS AS A FACTOR:

BY

A) FRESHNESS: RANKS 1Excellent FREQUENCY 10 PERCENTAGE 10

49

2Good 3average 4Poor 5Very poor Total

14 30 24 22 100

14 30 24 22 100

The above table shows that 10% of the respondents have rated Excellent with respect to Freshness of M.T.R spices and masala, 14% of them feel that it is Good, another 30% say that it is average, 24% say that it is poor and lastly 22% of them feel its very poor in nature. Therefore, M.T.R spices and masala products have supportive respondents with respect to its freshness because of its good packaging system. GRAPH - 17 THE TABLE SHOWING THE QUALITY AS PERCEIVED BY CONSUMERS CONSIDERING FRESHNESS AS A FACTOR
10 2 10 0 8 0 6 0 4 0 2 0
v e ra g e e n t o d o o r

F E UNY RQE C P RE TG E C NA E

2 G o

1 E

3 a

TABLE - 18: THE TABLE SHOWING THE QUALITY AS PERCEIVED BY CONSUMERS CONSIDERING PURITY AS A FACTOR: A) PURITY:

5 V

e ry

x c

4 P

T o ta l

e ll

p o o r

50

RANKS 1Excellent 2Good 3average 4Poor 5Very poor Total

FREQUENCY 2 14 12 35 37 100

PERCENTAGE 2 14 12 35 37 100

Coming to the Purity of the product the above table says that 2% vote for Excellence, 14% says it is Good, another 12% says it is Better, 35% of them say the purity is in a Best level and remaining 37% says the purity of the M.T.R spices and masala products is Satisfactory. Therefore, the above table shows the respondents opinion about the purity and majority of them says the purity is existent in the M.T.R spices and masala products.

TABLE - 18: THE TABLE SHOWING THE QUALITY AS PERCEIVED CONSUMERS CONSIDERING PURITY AS A FACTOR: BY

51

FREQUENCY

1Excellent 2Good 3average 4Poor 5Very poor Total

TABLE 19: SHOWING THE RESPONDENTS SATISFACTION WITH RESPECT TO MTRs SPICES AND MASALA PRODUCTS: FREQUENCY 94 6 100 PERCENTAGE 94 6 100

YES NO TOTAL Source: Primary Data

52

The above table shows the satisfaction level of the respondents with respect to M.T.Rs spices and masala products. By looking at the table, it is clear that 94% of the respondents are satisfied with the quality of the M.T.R spices and masala products and remaining 6% of them are not satisfied with the quality. GRAPH 19: SHOWING THE RESPONDENTS SATISFACTION WITH RESPECT TO MTRs SPICES AND MASALA PRODUCTS:

Satisfaction

Yes No

TABLE 20: SHOWING THE RESPONDENTS PERCEPTION ABOUT THE PRICING FACTOR OF M.T.Rs SPICES AND MASALA PRODUCTS: FREQUENCY 14 78 8 100 PERCENTAGE 14 78 8 100

HIGHLY PRICED RIGHTLY PRICED LOW PRICED TOTAL

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From the above table it is confirmed that 14% of the respondents feel that M.T.R spices and masala products are highly priced, 78% of the respondents say it is rightly priced and however 8% however feel its a low priced product. The analysis reveals that there are huge numbers of respondents who feel that the prices of M.T.R spices and masala products are rightly priced and the quality associated with M.T.Rs products it is priced rightly or some times its comparatively low. GRAPH 20: SHOWING THE RESPONDENTS PERCEPTION ABOUT THE PRICING FACTOR OF M.T.Rs SPICES AND MASALA PRODUCTS:
Pricing

8%

14% Highly Priced Rightly Priced Low Priced

78%

TABLE 21: RESPONDANTS SUGGESTIONS TOWARDS THE M.T.R SPICES AND MASALA PRODUCTS: After conducting a survey the respondents suggestions towards the M.T.R Spices and masala products were: Make more additions to present product line.

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More advertising is required

Of the above suggestions, 45% of the respondents say that new additions of spices and masala products should be made to the existing products, another 55% of the respondents say that more of advertising is required and lastly none of the remaining respondents feel that the quality of the spices and masala products should be improved as the quality aspect of the product lives up to the consumers expectations. GRAPH 21: RESPONDANTS SUGGESTIONS TOWARDS THE M.T.R SPICES AND MASALA PRODUCTS:
F G eel ood F actor

100 90 80 70 60 50 40 30 20 10 0 Improve on Quality M ake more additions to present products M ore advertising required

TABLE: 22 SHOWING THE OVERALL OPINION OF THE RESPONDENTS Respondents High satisfied Satisfied Dissatisfied Total Frequency 53 42 15 100 Percentage 53 42 15 100

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From the above table it is clear that 53% of the respondents were highly satisfied with the MTR spice products, and 42% of the respondents were satisfied and remaining 15% of the respondents were not satisfied. The analysis revels that 53 % of the respondents were given the opinion that they were highly satisfied with the MTR spice products.

GRAPH: 22 SHOWING THE OVERALL OPINION OF THE RESPONDENTS

Frequency

Dissatisfied

Total High satisfied

Satisfied

Chapter 5
Summary of Findings, Conclusions and Suggestions 5.1FINDINGS OF THE STUDY Based on the analysis of the data the following findings were made:

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 The majority of the respondents are aware of the MTRs spices & Masala products (i.e., 98%) and the source of awareness is majority through word of Mouth. Among the processed masala products Sambar & Rasam Powders are popularly preferred & among the raw masala products Jeera & Chilli Powders are preferred. Customers are fully satisfied with MTRs spices & masala products as a Good Quality product & most of them feel that products are Rightly Priced. The major reason for buying MTRs spices & masala products is Quality of the product because customers are not ready to comprise for Quality by any chance. Most of the respondents consume spices & masala products on a Monthly basis. Most of them being working women, they prefer to purchase once in a month which is more economical & preferable. Most of the consumers of M.T.Rs spices and masala products are the working sector. The people belonging to the middle and upper middle-income group mostly consume M.T.Rs spices and masala products. The analysis revels that 53 % of the respondents were given the opinion that they were highly satisfied with the MTR spice products.

5.2 CONCLUSION The objective of the study was to find out the BRAND AWARENESS of spices and masala products of MTR among respondents. Based on the findings the report concludes to state that M.T.Rs spices and masala products has become popular among the young and old and at the same time it has acquired a good market share. Both the middle-income group and the higher income group consume M.T.Rs spices and masala product like all other food products.

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This product has attracted a larger number of the customers due to its time saving factor i.e. can be prepared very quickly and tastily. Though there are as many as 15 and more verities in the spices and masala category, not all of them are popular due to two factors: One being the lack of sufficient awareness among people and the other being its lack of advertisements of the product.

5.3SUGGESTIONS The customers are not aware of all spices and masala products available with MTR varieties like potato sagu masala, chutney powder, instant rasam paste etc; Hence, company must popularize these products.

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The customers tastes and preferences are ever changing; therefore company should come out with varieties of spices and masalas like extra spicy packs. For spicy food consumers add different tinges etc.

M.T.R should give free gifts or free samples for the unpopular varieties to the customers, which can increase awareness. Some of the products that are not popular can be given as compliment in M.T.R retail outlet to the customers who visit to have ice cream or other snacks. The packaging size could be increased for the items like rasam mix, pepper powder etc which, are popular among south Indian dishes. M.T.R could provide more discounts for the unpopular varieties hence providing a trial offer for customers. The company can display M.T.R spices and Masala products at various hotels (window display) this will create awareness and hence increase the sales. MTR has to increase their frequency of advertisements in different Medias.

BIBLIOGRAPHY

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 PHILLIP KOTLER, Marketing Management, Millennium Edition. KOTHARI, Research Methodology Pg nos: 250-270.

Websites:
www.MTR.com

www.Google.com
www.Wikipedia.com www.swastik.com

Brand awareness for MTR spices and masala products QUESTIONNAIRE

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The following information collected shall be purely used for the Academic purpose (MBA). Name of organization: ----------------------------------------------------------------------Address: ---------------------------------------------------------------------------------------Contact no: ------------------------------Fax: ---------------------------------Contact person: -------------------------Designation: ------------------------E-mail: -----------------------------------Your co-operation will be greatly appreciated. 1. Gender: Male Female

2. Your family size is: 1-2 3-4 5&>

3. Have you consumed /used readymade spices and masala products? Yes If yes, name a few Brands A) C) B) D) No

4. Are you aware of MTR spices and Masalas? Yes No

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5. How did you come to know about MTRS spices and Masalas? Advertisements: Word of mouth Newspapers Magazines TV Retail Outlets

Self interest

6. Which of the following products have you used? Processed Masalas Sambar powder Puliyogere powder . Rasam powder Vangibath powder Garam masala Channa masala Pav bhaji masala Dhaniya powder Jeera powder Pepper powder Raw Masalas Chilli powder Tumeric powder

If any others please specify:

7. Do you find a difference between home made and ready made Masalas? Yes No

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If Yes/No, Why?

8. You buy MTRS Spices and Masala Products because: Easy to use Quality Economy Saves time

9. How frequently do you buy MTRs Spices and Masalas? Weekly Monthly 15 days once 3 months once

10. From how long have you been using MTRS Spices and 1- 6months 1yr 2-5yrs 5yrs and above

11. What are the packing sizes you prefer? 50gms 100gms 250gms 500gms

12. What according to you is quality with respect to M.T.RS Spices and Masalas? Rank them accordingly,

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Taste RANKS FREQUENCY 1 Excellent 2 Good 3 average 4 Poor 5 Very poor 13. What according to you is quality with respect to M.T.RS Spices and Masalas? Aroma ___ RANKS 1 Excellent 2 Good 3 average 4 Poor 5 Very poor FREQUENCY

14. What according to you is quality with respect to M.T.RS Spices and Masalas? Purity___ RANKS 1 Excellent 2 Good 3 average 4 Poor 5 Very poor FREQUENCY

15. What according to you is quality with respect to M.T.RS Spices and Masalas? Original Flavor ___

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RANKS 1 Excellent 2 Good 3 average 4 Poor 5 Very poor

FREQUENCY

16. What according to you is quality with respect to M.T.RS Spices and Masalas? Freshness ___ RANKS 1 Excellent 2 Good 3 average 4 Poor 5 Very poor FREQUENCY

13. Are you satisfied with the quality of M.T.Rs Spices and Masalas? Yes No If no Why?

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14. What do you feel about the pricing aspect of MTRS Spices and Masala Products? Highly Priced Rightly Priced Low Priced

15. What do you feel about MTRs Spices and Masala Products? Improve on Quality More advertising required

Make more additions to present products 16. What is your overall opinion of all MTR spice products A) Highly satisfied B) Satisfied C) Dissatisfied

Thank You for Responding

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