SWAD KA ASHALI STAR

Summer Internship Project Report

On CONSUMER PERCEPTION OF BRAND & PRODUCTS
Of

A STAR WAFERS PVT LTD.

In The Partial Fulfillment of the Requirements for the Degree

of

MASTER OF BUSINESS ADMINISTRATION

Submitted By:

Karen Gitaben U :-117170592052

MBA SEM.- Submitted To: GOLDEN JUBILEE INSTITUTE OF MANAGEMENT & TECHNOLOGY Sidhpur &
GUJARAT TECHNOLOGICAL UNIVERSITY

JULY, 2012.

SWAD KA ASHALI STAR

SWAD KA ASHALI STAR

DECLARATION

hereby

declare

that

this

Project

Report

entitled

COMSUMER

PERCEPTION OF BRAND & PRODUCTS OF A STAR WAFERS PVT. LTD, is not copy paste of other report. And it is not submitted to any other Universit y or Institution for the award of any degree diploma / certificate or published any time before.

Karen Gitaben U. Enrolment No: 117170592052

Date: Place :

SWAD KA ASHALI STAR

CERTIFICATE

This is to certify that Report entitled COMSUMER PERCEPTION OF BRAND & PRODUCTS OF A STAR WAFERS PVT. LTD, which is submitted by KAREN GITABEN U. in partial fulfilment of the requirement for the award of degree of Master of Business Administration, to Gujarat Technological Universit y, is a record of the candidate own work carried out by her under m y supervision

Date:

Signature of the Supervisor

SWAD KA ASHALI STAR

PREFACE
I am studying in M.B.A program in which practical training is necessary. In practical training it is necessary for every student to visit a business unit and to know whatever does in company and all the details of the company.

This year I visited : A STAR WAFER PVT LTD.

Situated at : A STAR WAFER PVT LTD.

KANSARI, DEESA. (GUJ) Visit to well- known and well-organized industrial units can help the student to achieve better & useful experience. I have got good information and know about the consumer perception of the products of this company through survey. I have tried to make this report as good as possible.

Thanking you. KAREN GITABEN U.

SWAD KA ASHALI STAR

ACKNOWLEDGEMENT
"There is no such thing as self-made man. We all are made up of thousand of others."

To make a project of this magnitude is impossible without a dedicated effort and perfect guidance.

We are thankful to Mr. Kundanbhai Mali for providing an opportunity to study Customers Satisfaction by the way of preparing project report, in such an esteemed organization.

We are thankful to Mr. Rameshbhai (HR) for giving us needed guidance and suggestions during the Project and imparting us his valuable time whenever we needed. Everyone at A Star Wafers was very co-operative and without him or her project would not have been completed. Thus, I am thankful to each and every member of A Star Wafers.

It is impossible to acknowledge all those who deserve it. There is no one ever known from whom we have not learned something. Thus we thank them all.

KAREN GITABEN U.

SWAD KA ASHALI STAR

EXECUTIVE SUMMARY
A Star Wafers is leader namkeen supplier organization in the Gujarat. The journey of A Star Group in year 2001 by the member of Virani family. For supplying wafers and namkeen to local brands to the patrons of Astron Cinema, Rajkot. Due to the short supply of that product they decided to make their own product line in year 2002. By the overwhelming retail success they inspired to set a semi automatic plant. Instead of preparing wafers by the traditional frying method this semi automatic plant boosted the quality, taste and more sales also. The fame of taste reached to the whole Gujarat hence it was time to takeover the whole Gujarat so that biggest automatic plant of Gujarat came in to the picture. The company claims to have a presence in 90% of wafer market and 70% of namkeen Market in Gujarat. Quenching the demand of Gujarat, Maharashtra and Rajasthan region A Star Group is now looking forward to march over India.

A Star Wafers is private limited company. The companys product range includes Potato Masala Wafers, Potato Salted Wafers, Tomato Wafers, Chat chaska Wafers, Banana Mari Wafers, Banana Masala Wafers, Farari Chevado, Sing Bhujia, Masala Sing, Thikha Mitha, Khatta Mitha, Ratlami Sev, Aloo Sev, Mung Dal, Chana Dal, Vatana, Chataka Pattaka Masala, Chataka Pattaka etc. Produced by the name of A Star.

The project is all about to find out the customer satisfaction for namkeen products of A Star Wafers.

I make one questionnaire of twelve questions which covers main objective of project. In this project I use Descriptive Cross sectional Design. I take survey of almost 100 customers.

The result of the survey found that out of 100 customers almost 95 customers are using A Star i.e. market share of A Star is almost 95% which is good for any Company. From analysis of survey I found that most of customers of A Star prefer Potato Masala wafers and Faradi Chevda .Average daily consumption of A Star is 14% of customers. 7

SWAD KA ASHALI STAR

From analysis of sample surveyed data we found that many customers are using A Star from very long period & some of them are from starting of A Star but most of the customers are using A Star is 5~7 years. Hence we can say that most of the customers are very loyal to the A Star.

If I take all the measurement factors like test, quality, Packaging, Availability & price to measure customers satisfaction to gather we found that almost 97% of customers of A Star are satisfied.

From the survey we found that almost 97% of the customers are satisfied with thickness of the packaging. It also that 89% of the customers are satisfied with the attractiveness of the packaging bag.

From this all analysis of sample data I found that most of the customers are satisfied for A Star regarding different measurement factors and packaging & I also found that the market share of A Star is also very good.

SWAD KA ASHALI STAR

INTRODUCTION ABOUT WAFERS

Potato Wafers and Chips
In India around 12 million tones of potato is grown which is about 4% of the total world production. However, the per capita consumption of potatoes is low. Potato is probably the most popular food item in the Indian diet. It is grown all over the country with Uttar Pradesh growing the maximum quantity. Potato is a very rich source of starch. It also contains phosphorus, calcium, iron and some vitamins.

It is estimated that 25% of the potatoes, which are spoiled due to various reasons such as transportation, type of packing, non-availability of cold storage capacities during harvesting season, glut in the market etc., could be saved by making various preserved potato products. Potato wafers and chips are one such products. Potato wafers and chips are thin slices of potato, fried quickly in oil and then salted

A Brief History of Potato Wafers and Chips

According to snack food folklore, the potato chips and the wafers were the fanciful creation of a certain chef called George Crum. He apparently invented it in 1853 in his restaurant Moon's Lake House in Saratoga Spring, New York. The urban legend goes like this that George Crum was angered when a customer returned his French fried

SWAD KA ASHALI STAR

Potatoes to the kitchen for being too thick, Crum shaved them paper thin and sent the plate back out. And thus came it being the Potato Chips and Wafers. Market Potential of Potato Wafers and Chips Potato Wafers and Chips are one of the most celebrated in the Ready to Eat munchies market, relished in almost all the parts of the world. They serve as an appetizer, side dish, or snack. In India it is being produced not only on large scale by big firms, but also on cottage/home scale in semi-urban and rural areas. Owing to this, there is a number of companies from both the organized as well as unorganized sector who are already catering to the needs of tea stalls, restaurants, railway stations, tourist places etc. Still there is a huge demand to be met for these products in interior and remote places in different parts of the country.

There exists consumer as well as bulk markets for potato wafers and chips even in far flung rural areas owing primarily to the following reasons:

Rapid urbanization and improving standards of living Easy availability Convenient packaging Affordable prices Nutritious value

Though there exists some international as well as national brands but majority of the market base is under the control of local manufacturers. With proper strategy and network, it is possible to penetrate the market. Potato chips show no sign of declining in popularity. However, the public's increased demand for low-fat foods has put manufacturers on a fast track to produce a reduced-calorie chip that pleases the palate as well.
Though there exists some international as well as national brands but majority of the market base is under the control of local manufacturers. With proper strategy and network, it is possible to penetrate the market.

The Manufacturing Process.

10

SWAD KA ASHALI STAR

The simplest chips of the kind that are just cooked and salted, but manufacturers can add a wide variety of seasonings of herbs, spices, cheese or artificial additives. Potato wafers must be manufactured in a scientific manner and under hygienic conditions. The production process mainly comprises of the following steps: Washing and Peeling - Fully grown and ripe potatoes are firstly thoroughly washed before peeling them with the help of a peeler. Then these potatoes are trimmed and put in brine water for 30-35 minutes to prevent browning. Slicing and Blanching - Afterwards they are cut in the required sizes on slicing machine. These slices are blanched in boiling water. Drying and Frying - Then the blanched potatoes are placed on drying trays which are then put in the drying machine. Temperature of dryer is maintained in the range of 140 to 150O F. After drying, they are fried in edible oil to make them crisp and brown. Packaging - The fried potato wafers are then kept on the sieve to remove excess of oil, cooled and other ingredients like salts, spicy mixture is sprayed as per required taste. Cooled potato wafers are then packed in polythene bag.

11

SWAD KA ASHALI STAR

1.1. COMPANY PROFILE

NAME AND ADDRESS OF COMPANY: A STAR WAFER PVT LTD. KANSARI, DEESA. (GUJ)

DATE AND YEAR OF ESTABLISHMENT:A Star Wafers Pvt Ltd. was established in =4-5 year.

TYPE OF BUSINESS:Exporter / Manufacturer

PRODUCTS EXPORTING AND MANUFACTURING:Wafers & Namkeen :- Potato Wafers, Banana Wafers,Farali Chevda, Ratlami Sev, Sing Bhujia, Chana Dal, Vatana, Sing,Tikha-Mitha Mix.

FORM OF BUSINESS ORGANIZATION:PRIVATE COMPANY

SIZE OF THE UNIT:MEDIUM SCALE COMPANY

12

SWAD KA ASHALI STAR

EXISTING MANAGEMENT BODY

Chairman ;- Mr. Devaji Solanki. M.D :- Mr. Ajay Gelot.

13

SWAD KA ASHALI STAR

1.2. HISTORY
The story of A-Star Wafers is sweet and simple. It began as a Potato Cold Storage made eatables unit at Kedarnath Cold Storage, Deesa Dhanera Highway, Kansari. Deesa 385535. Gujarat. Wafers, Sevs, Bhujias, Daals, Chavana, Chevda . . made in ancient gastronomic traditions of Gujarat. The tastes were irresistible, the products are fresh, and the packing is hygienic. Customers responded enthusiastically. And in the following years, the company evolved continuously, dictated by customer demands and market trends
2009. Mr. Ajay Gelot his mind was brimming with ideas of enterprise. Through the week, he gathers information around for an entrepreneurial break. He visited and studied various industries weigh pros andcons On those days, he had turned his kitchen into a virtual R&D lab for his experiments in Namkeens. Later, he relish (enjoy) these with his family and friends.

14

SWAD KA ASHALI STAR

1.3. ABOUT COMPANY

The makers of ' A Star Group' brand wafers and namkeen food products have deep faith in God & in good taste. Converting dreams into reality it leads them to the biggest potato wafers plant of India. The A Star plant covers over 35,000 sq. m. areas in the outskirts of Deesa city. Its big taste revenue i.e. turnover touched to the crore rupees milestone. A Star Group has 90% shares of wafers market and 70% shares of namkeen market in Gujarat. You are invited to travel the past, present and the future of A Star Group.

Market Shares
90%
100% 80% 60% 40% 20% 0% W afers Market Namkeen Market

70%

15

SWAD KA ASHALI STAR

1.4. A Star Wafers on expansion spree

A Star Wafers Pvt Ltd, Gujarat-based leading potato chips and namkeen manufacturing company is planning to set up three new plants, two within the country and one in Europe to meet the increasing demand from foreign countries.

A Star manufactures and supplies potato chips plus a variety of mixed fried snacks called namkeen to the populace in Gujarat. The company claims to have a presence in 90% of wafer market and 70% of namkeen Market in Gujarat. At present A Star have six automatic plants to manufacture the entire product range.

This family-owned enterprise, now in its 10th year of operation, has 19 product lines to offer the snack hungry population in Gujarat, from potato chips to banana chips and even fried chickpeas with sauted spices. It produces some 5 tones of these products per day (approximately 9,000 tones per year), raking in around US$15 million per year. the ethnic snack producer finds immense opportunity for the quality and branded snack items as a reflection of changing consumer preference towards packaged goods.

The range of products includes potato wafers in four flavors, banana wafers in two flavors, Chana Dal, Mug Dal, Vatana, Tikha Mitha Mix, Khatta Mitha Mix, Aloo Sev, Ratlami Sev, Sing Bhujia, Farali Chevda and Masala Sing (extruded snack) which are available in packs of 40 Gms, 75 Gms, 100 Gms, and 200 Gms.

According to Virani, packaging is also a very crucial aspect that affects the margins and consumer preference in the snack industry. A Star is now concentrating on providing healthier options for snack food. The company will soon provide low fat, low calorie snacks like roasted namkeen in unique flavors.

16

SWAD KA ASHALI STAR

1.5. FUTURE PLAN

In the future, we will bring more and more tastes into more and more homes around the world. We will bring out more and more traditional food items of Gujarat in a modern packaged format, and offer them to taste-lovers everywhere. We will experiment more and introduce more blend recipes that combine traditional wafers with popular food items from other States of India and with even Continental and European cuisines. We will develop newer and newer methods of long-term storage and freshness retention. We will set up more and more domestic and overseas distribution outlets to take the A-Star brand to more markets. However theres one thing about us that will never change that distinct home-made taste which has been the signature of our success. Even in the new century, in every packet of A-Star , you will find that special element of human care.

1.6. STRENGTH
The strength of any FMCG company depends on the marketing network. A Star Namkeen has a very strong marketing network due to which tough with a less time in the industry it is able to give a tough to a competitor like Samrat, Oreva, Real, Balaji etc. Another than this today if A Star is one of the famous brand in the industry then it is due to its attractive packaging of the namkeen products. The packaging of the products is done in such a stylish way that it attracts the customer to purchase the products.

1.7. ACCOLADES
People's love is the most memorable achievement. Truly, that helped A Star Group them to reach its fame across the globe. Apart from this, Economic Time recognized A Star Group as 'Sultan of Wafers' and international magazine i.e. Asia Pacific food online published a special article with 'Chip off the Old Block' tag. A Star Group is also a member of Snacks Food

17

SWAD KA ASHALI STAR

Association. A Star Group believes in sheer performances which win accolades of people and media at the same time.

1.8. TECHNOLOGY
Machinery & plat:
The company purchases machinery from other countries like Japan, Germany, Sweden and USA. This plant is one of the biggest and one of the fully automatic plants in India. Wafer Plant Chataka-Pataka Plant Farali Chevda Plant Chana Dal Plant and Other. One and only one fully automatic and biggest plant in India

1.9. STRATEGY
This simple mantra rocked and changed the definition of chip world. Winning the heart by quality and great taste and distributing sufficient dealer margin is a winning strategy of A Star Group. Its 'Value for money' strategy enables even a kid to buy fresh & healthy food in small prices. Indeed in a neck to neck competition ear one must implement new ideas and A Star group has developed the think tank who continuously updates strategy in the right direction. Think win-win & Stay ahead with us.

1.10. COMPETITORS
Balaji Namkeen Samrat Namkeen Leys Namkeen Real Namkeen 18

SWAD KA ASHALI STAR

Oreva Namkeen

Among these the progress of A Star is very good. In last 5-10 years A Star has broke down the market of others namkeen.

1.11. TURNOVER
The turnover of A Star touched to the one carore rupees milestone. A Star groups have 90% shares of wafers market and 70% shares of namkeen market in Gujarat.

1.12. VISSION
At least one product for every year occasion is a clear cut vision of A Star group. This vision meets the buying capacity of an average Indian and it also reflects to motto to provide best quality product line. At present company has a lions share in Gujarat and high volumes of sales in Maharashtra and Rajasthan region. Today, company get 20% growth per year and marching towards new horizon of success, any time, any where, with A Star group get the fruits of vision.

1.13. MEDIA FOR ADVERTISEMENT

Advertisement is the most important means for promoting sales of the product. Advertisement bombards on the mind of customers. A Star namkeen given add in follow media Road Hoardings Bottom line advertisement in local Television channels Newspaper Posters Wall Painting 19

SWAD KA ASHALI STAR

THE QUALITY POLICY & CONTROL

The manager and staff of A-STAR WAFER is Committed to increase its market Value, Productivity Which is achieved by? Studying the Market trends and customer needs. Continuously improving upon the quality system. Manufacturing a cost effective product. by manufacturing products of Domestic quality consistently.

It is the aim of every individual to contribute towards achieving the objective see by the management each year. The quality police is communicated and understood lap the entire employee for achieving set goods through required performance level.

CONTROL
This is entirely handled by the director himself by setting high standard of quality. Our name is recommended in the food processing industries. Because of consistent quality. We are having our own mini grinding flour mill for grinding required spouse, leaving no chance for mixing and goods are prepared on controlled temperature of oil to maintain consistent in quality.

ORGANIZATION STRUCTURE

Managing Director

20

SWAD KA ASHALI STAR

Marketing Department

Finance manager

R&D Department

Technical Director

Sales Department

Finance Director

Technical staff

Marketing Executive

Accounts

Personnel staff

Office Account

Administration Staff

Purchase & Inspection In-charge Super visor

Purchase Officer

Purchase staff

Work staff

INTRODUCTION OF MARKETING MANAGEMENT

Market is place where buyers and sellers are gathering to buy or sell goods or services. Marketing is a social and managerial process by which individual and group obtains what they need and want through creating, exchanging and offering value with other s. 21

SWAD KA ASHALI STAR

While marketing management is the analysis, planning, implementation and control of programs design to create, built and maintain beneficial exchange with target buyers for the purpose of achieving organization objective being a medium company. In marketing management Marketing research is the systematic design, collection anal ysis and reporting of data finding relevant to specific marketing situation facing the company .

What is marketing?
Marketing is about identifying and meeting human and social needs. One of the shortest good definitions of Marketing is meeting needs profitably . The American Marketing Association offers the following formal definition : Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customer relationship in ways that benefits the organizational and its stakeholder.

INTRODUCTION OF CONSUMER PERCEPTION

The survey of c onsumers is taken to collect information on c onsumer perception of brand and products of company . A brand define as a name, sign, s ymbol, design, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those compe titors.

22

SWAD KA ASHALI STAR

Perception is the process of selecting, organizing and interpreting information inputs to create a meaningful picture of the world . Perception is how one view under the influence of past experience, personal opinion .

Perceptions vary from person to person. Different people perceive different things about the same situation. consumers actual behaviour. Perception will affect the

Consumer often from more favourable perceptions of a product with a brand they already feel positive about that produ ct. Customer expectations result from past buying experience, friends and associates advice and marketers and competitors information.

23

SWAD KA ASHALI STAR

RESEARCH METHODOLOGY
RESEARCH
Research simpl y means a search for facts answers to questions and solutions to pro blems. It is a purposive investigation. It is an Organised Inquiry.

MARKETING RESEARCH

Marketing research is the systematic design, collection anal ysis and reporting of data finding relevant to specific marketing situation facing the company.

RESEARCH OBJECTIVES
Consumer Perception about A star wafers Product Consumer awareness about A star wafers product. To know the Consumer satisfaction level toward products

SOURCES OF DATA
There are two t ype of sources of data to collecting, primary da ta and secondary data. Primary Data Primary data is collected through survey of consumers. Secondary Data Secondary data was collected from companys website, and magazines.

24

SWAD KA ASHALI STAR

METHODOLOGY
The method used for survey is structured questionnaire.

RESEARCH TOOL
Questionnaire is use as a research tool. The questionnaire is there most common instrument used to collect primary data.

QUESTIONNAIRE DESIGN
A questionnaire consists of two t ypes of questions close ended and open ended questions. Close e nded questions refer to provide two or more possible alternatives to the respondent. Where as the open -ended questionnaire allow the respondents to answer in their own words. In this report close ended questionnaire t ypes of questions is used.

SAMPLING UNIT
Sampling unit consists of who should we survey? Here, the consumers who are using the products taken as the sampling unit.

SAMPLE SIZE
Sample size is 100 consumers. It is not possible to researcher to cover whole population or area in one research pr oject. Thats why researcher select relevant function of population which covered entire population or area.

DATA ANALYSIS

25

SWAD KA ASHALI STAR

Result of the study was put in tables and graphs along with interpretation for eas y understanding of the findings of the research. Accordingl y the charts were generated from the tables.

RESEARCH APPROACH
Survey best suited for making research and it is onl y concerned with getting practical knowledge. The survey is conducted to learn about peoples awareness, beliefs, preference and satisfaction of Products.

METHOD OF CONTACT
. There are three type of contact method. Personal interview Mail Telephone From the above three method here personal interview is the superior method than other two method for doing marketing research.

By personal interview I can ask more question & record the additional information from the respondent. For personal interview requires more administrative planning and supervision than other two methods. For personal interview I meet immediately to consumer and ask the questions to them I complete my survey on consumer behavior. For getting answer of the questionnaire and fill up it, I take personal contact and telephone contact of the retailers of sample area, this answer used by way of primary data for research.

SAMPLE AREA .
The geographical are where from the sample unit taken. 26

SWAD KA ASHALI STAR

I research in area of DEESA, DHANERA and PALANPUR.

SAMPLING TECHNIQUES
The Sampling method or design describe the procedure by which sample is selected. There exist two classes of method. They are, Probabilities sampling method Non-probabilities sampling method.

In Probabilities sampling method every element of population has a known chance of being selected as sample but the survey of the consumers preference about the A star wafers product. Onl y study purpose and it is not possible to give equal chance of every element so in m y project the non probabilitities sampling method is use.

In the non-probability sampling method do not provide every element of the population any known chance being selec ted in the sample. In non Probabilit y sampling method, the convenience sampling is used in m y marketing research survey for the A star wafers product under convenience sampling the sample is selected at the convenience of the research investigator.

27

SWAD KA ASHALI STAR

ANALYSIS OF DATA
Age
Objective: To find out the particular AGE group who are interested in Namkeen Product on the basis of age. I have conduct survey of 100 people. In that survey, the age of people showing as below: Age 5 to 25 26 to 45 46 to 65 Respondents 59 36 5

Age of Respondents
46 to 65 5%

26 to 45 36%

5 to 25 59%

Interpretation: In survey of 100 customer, I found that Age group between 5 to 25 are large portion of consume Namkeen Products and second largest portion of age group 26 to 45 use Namkeen Products.

28

SWAD KA ASHALI STAR

Gender Objective: This question was put forward to respondents to find out the ratio in which the males and females.

Gender Male Female

Respondents 65 35

Gender of respondents

Female 35%

Male 65%

Interpretation: In survey of 100 customer, I found that 65% is male & 35% is female.

29

SWAD KA ASHALI STAR

OCCUPATION
Objective: This question was asked to respondent to know their work. Occupation Job Service House wife Student Respondents 15 30 20 35

Occupation of Respondents

Student 35% House wife 20%

Job 15% Service 30%

Interpretation: Here Respondents Occupation are 15% job, 30 % Service, 20% House wife and 35% Student.

ANALYSIS OF SAMPLE DATA

1. Do you buy Namkeen Products?

Objective:
To know how many Respondents buy Namkeen Products.

Answers Yes No

Respondents 100 0

Percentage 100% 0% 30

SWAD KA ASHALI STAR

No 0% Yes 100%

Interpretation: Here there are only two possibilities YES or NO. There is not any other alternative so one has to choose only one option from it. If we get the answer YES than and we can go further to the next questions. Other wise in case of getting answer NO, we should stop process form that question only. It means this question is very important for survey. It decides that we should go for further questions or not. All persons are uses the namkeen products. 2. Which branded namkeen product do you buy? A Star: Balaji: Real: Samrat: Lays: Oreva:

This question is known as close ended question because the interview must have to follow the options he/she cant go for other alternative. Here there are six options. If the customer buy A Star than they have to mark option A Star, If they buy Balaji than they have to mark option Balaji, If they buy Real than they have to mark option Real, If they buy Samrat than they have to mark option Samrat, If they buy Lays than they have to mark option Lays, If they buy Oreva than they have to mark option Oreva. Here if the Interview give the answerand only than researcher goes further goes further otherwise at this question the research is complete because we are doing the survey on Customer satisfaction for A Star. 31

SWAD KA ASHALI STAR

A Respondent Percentage Star 37 14 %

Balaji 95 37 %

Real 24 9%

Samrat 74 29 %

Lays 16 6%

Oreva 13 5%

Total 259 100%

Interpretation: During Customer Satisfaction Survey for a Star Wafers & namkeen we taken the survey of almost 100 respondents among them almost 95 respondents i.e. almost 95% of customers are using A Star wafers & namkeen products. 3. If you buy A Star namkeen, then which products do you prefer? Potato wafers: Salted Wafer: Masala Wafer: Banana Mari wafer: Faradi Chevada: Mug Dal: Masala sing: Ratalami sev: Khatta mitha Mix: Gathiya: Tomato Wafer: Chat Chaska Wafer: Banana masala Wafer: Chana Dal: Vatana: Sing Bhujiya: Aloo sev: Tikhkha miththa Mix: Chataka pataka: 32

SWAD KA ASHALI STAR

This question is very important in Customer Satisfaction Survey for A Star wafers & namkeen because by using this question we can know the market share of each brand of A Star wafers. The interviewee eighteen options. If they buy Potato salted wafers than they mark option, if they use Potato wafers than they have to mark option, and for other brand option uses same formula. According to survey of almost 100 customers i.e. sample size is 100 customers, the brand distribution among them is shown following ..

Brands
Potato Wafers :Salted Wafers Masala Wafers Tomato Wafers Chat Chaska Wafers Banana Mari Wafers Banana Masala Wafers Farali Chevda Mung Dal Chana Dal Vatana Masala Sing Sing Bhujiya Ratlami Sev Aloo Sev Khatta Mitha Mix Thika Mitha mix Gathiya Chataka Pataka Total :-

Respondents
34 81 53 28 26 31 69 17 21 15 31 54 35 59 21 23 11 54 665

Percentages
5% 12 % 9% 4% 4% 5% 10 % 3% 3% 2% 5% 8% 5% 9% 3% 3% 2% 8% 100 %

33

SWAD KA ASHALI STAR

34

SWAD KA ASHALI STAR

Interpretation:Here the total of all Respondents of A Star is more than 100 because many customers use more than one products to satisfy their different needs. From above data we can understand that most of all customers prefer to Potato Masala wafers & on other side very less number of customers uses other products. During marketing research of customer satisfaction survey for A Star I analyze that many customers uses Potato Masala wafers because Potato Masala wafers is testy and crunchy. 4. Do you buy A Star namkeen at everyday? Yes: No: At other time: (please specify): _____________________________________

Answers
YES NO

Quantity
13 82

Percentage
14 % 86 %

Everyday Consumption

YES 14% NO 86%

Interpretation: 35

SWAD KA ASHALI STAR

Here there are only two possibilities YES or NO. There is not any other alternative so one has to choose only one option from it. During customer satisfaction survey for A Star wafers & namkeen, we find out 14% customer are daily consume A Star wafers & namkeen and 86% customer are not daily consume A Star wafers & namkeen. 5. Since how long do prefer A Star namkeen? This question is open-ended question. This question allows the interviewee to fill their answer. By using this question we can know that the customer is satisfy or not because any customer will not continue for long period if he/she is not satisfy from any product. During analysis of collected data we analyze that many of customers of A Star Wafers are since six to seven years and most of other customers are prefer A Star since at time. 6. Do you satisfy with A Star namkeen? Fully Satisfied: Dissatisfied: Satisfied: Fully Dissatisfied:

This question is very important to measure the satisfaction level if customers towards A Star wafers.

Satisfaction Level Respondents Percentages

Fully Satisfied 60 63 %

Satisfied 32 34 %

Dissatisfied 3 3%

Fully Dissatisfied 00 00 %

Total 95 100 %

36

SWAD KA ASHALI STAR

Setisfaction level

Fully Satisfied 63%

Satisfied 34%

Fully Dissatisfied 0%

Dissatisfied 3%

Interpretation: From above graph we analyze that the satisfaction level for A Star Wafers among their customers is high. From above we can further analyze that satisfaction level for A Star Wafers is very high i.e. the customers of A Star Wafers are fully satisfied. This is very proud matter for any company that their customers are very satisfied. We can analyze that almost 63% of customer of A Star wafers & namkeen are fully satisfy with A Star wafers & namkeen. And 34% of customers are satisfy with A Star wafers & namkeen. And only 3% of customers are feeling dissatisfaction for A Star wafers & namkeen. 7. Opinion for your satisfaction or dissatisfaction about A Star namkeen? Fully satisfied Fully Dissatisfied

Particular Taste Quality Packaging Availability Price

Satisfied

Indifferent

Dissatisfied

37

SWAD KA ASHALI STAR

Lets analyze the satisfaction level for different factors for A Star Wafers. Test :Satisfaction Level Respondents Percentages Fully Satisfied 72 76 % Fully Dissatisfied 00 --

Satisfied 21 22 %

Indifferent 2 2%

Dissatisfied 0 --

Total 95 100%

Satisfaction level of Test

Fully Satisfied 76%

Satisfied 22%

Indifferent Fully 2% Dissatisfied 0% Dissatisfied 0%

Interpretation: Hence from above data we can say that most of customers of A Star wafers & namkeen are satisfy, this is good for any company. Among 2% of indifferent opinioned customers of them not give importance to test for any namkeen products. Quality :Satisfaction Level Respondents Percentages Fully Satisfied 52 55 % Satisfied 37 39 % Indifferent 4 4% Dissatisfied 2 2% Fully Dissatisfied 00 -Total 95 100%

38

SWAD KA ASHALI STAR

Satisfaction level of quality

Dissatisfied 2% Fully Indifferent Dissatisfied 4% 0% Satisfied 39% Fully Satisfied 55%

Interpretation: From above analysis we can say that almost 94% of customers from total sample size are satisfied where only 2% of customers from total sample size are dissatisfied, and almost 4% of customers from sample size are feeling indifferent for A Star wafers & namkeen. Hence we can say that the A Star Wafers & Nankeen is very good in quality and A Star Wafers & Namkeen Management take good care for quality aspect.

Packaging :39

SWAD KA ASHALI STAR

Satisfaction Level Respondents Percentages

Fully Satisfied 51 54 %

Satisfied 36 38 %

Indifferent 5 5%

Dissatisfied 3 3%

Fully Dissatisfied 00 --

Total 95 100%

Satisfaction level of packaging

Fully Dissatisfied Dissatisfied 3% 0% Fully Satisfied 54%

Indifferent 5% Satisfied 38%

Interpretation: From above analysis we can say that almost 92 % of customers from total sample size are satisfied for Packaging of A Star Wafers & Namkeen, where only 3 % of customers from total sample size are dissatisfied for packaging of A Star Wafers & Namkeen, and almost 5 % of customers from sample size are feeling indifferent for packaging of A Star wafers & Namkeen.

From this we can say that the packaging of A Star Wafers & Namkeen is good hence the customers are satisfied.

Availability :40

SWAD KA ASHALI STAR

Satisfaction Level Respondents Percentages

Fully Satisfied 28 29 %

Satisfied 30 32 %

Indifferent 30 32 %

Dissatisfied 7 7%

Fully Dissatisfied 00 --

Total 95 100%

satisfaction level of
Fully Dissatisfied Dissatisfied 0% 7% Indifferent 32%

Availability

Fully Satisfied 29%

Satisfied 32%

Interpretation: From above analysis we can say that almost 61 % of customers from total sample size are satisfied for Availability of A Star Wafers & Namkeen, where only 7 % of customers from total sample size are dissatisfied for Availability of A Star Wafers & Namkeen, and almost 32 % of customers from sample size are feeling indifferent for Availability of A Star wafers & Namkeen.

From above analysis we can say that almost 61% Customers of A Star Wafers & Namkeen are getting A Star Wafers & Namkeen easily available for their daily use. Hence most of all customers prefer not to store more A Star Wafers & Namkeen own daily requirement.

Price :41

SWAD KA ASHALI STAR

Satisfaction Level Respondents Percentages

Fully Satisfied 18 19 %

Satisfied 57 60 %

Indifferent 12 13 %

Dissatisfied 5 5%

Fully Dissatisfied 3 3%

Total 95 100%

satisfaction level of price

Fully Dissatisfied Dissatisfied 5% 3% Indifferent 13% Satisfied 60%

Fully Satisfied 19%

Interpretation: From above analysis we can say that almost 79% of customers from total sample size are satisfied for Price of A Star Wafers & Namkeen, where only 8% of customers from total sample size are dissatisfied for Price of A Star Wafers & Namkeen, and almost 13 % of customers from sample size are feeling indifferent for Price of A Star wafers & Namkeen. 8. Do you comfortable with packaging of A Star Namkeen? Thickness of packaging: Yes: No: No:

Attractiveness of packaging: Yes:

Here there are only two possibilities YES or NO. There is not any other alternative so one has to choose and only one option from it. 42

SWAD KA ASHALI STAR

This question shows the satisfaction of customers for the packaging of A Star Wafers. First sub question of this question asks about the satisfaction for thickness of packaging bag. And the second sub question of this question asks about color combination and attractiveness of packaging bag. Though this factors are not more important as factors in question number seven hence it shows only two option YES or NO i.e. customer is satisfy or dissatisfy for A Star Wafers packaging bag thickness and attractiveness in short it shows the satisfaction level for packaging. Thickness :-

Respondents Percentages

Yes 92 97 %

No 3 3%

Satisfaction level for thickness of packaging

No 3% Yes 97%

Attractiveness :-

Respondents Percentages

Yes 85 89 %

No 10 11 %

43

SWAD KA ASHALI STAR

Satisfaction Level For Attractiveness of Packaging No 11% Yes 89%

Interpretation: From above analyses we can further analyze that almost 93% of customers are satisfy with packaging style (including thickness and attractiveness of packaging) of A Star Wafers & Namkeeen. Hence we can say that the packaging is proper. 9. Do you face any problem for getting the A Star namkeen as per your requirement? Daily: Some time: Many time: Never:

From customers satisfaction survey of A Star Wafers of sample data we can analyze following.

Respondents Percentage

Daily 00 0%

Some time 55 58 %

Many time 11 11 %

Never 29 31 %

Total 95 100 %

44

SWAD KA ASHALI STAR

Facing Problem in Requirment of

A Star
Daily 0% Never 31% Many time 12%

Some time 57%

Interpretation: From above analyses facing problem for getting A Star in different time Daily 0%, Some time 57%, Many time 12%, Never 31%. 10. At what time do you face problem for getting the A Star namkeen? Morning: Evening: Noon: Night:

This question is very important for any marketing person because by using this data the marketing manger know the specific period at which customers facing problem. Morning 48 53 % Noon 6 6% Evening 17 19 % Night 20 22 % Total 91 100 %

Respondents Percentage

45

SWAD KA ASHALI STAR

Facing Problem in terms of Time

Night 22% Evening 19%

Morning 52%

Noon 7%

Interpretation: From above analyses facing problem for getting A Star terms of time in Morning 52%, Noon 7%, Evening 19% and Night 22%. 11) Do you recommend A Star to Other? Yes: No:

Here there are only two possibilities YES or NO. There is not any other alternative so one has to choose only one option from it. Yes 84 88 % No 11 12 %

Respondents Percentages

46

SWAD KA ASHALI STAR

Recommendation of A Star
No 12% Yes 88%

Interpretation: Here there are only two possibilities YES or NO. There is not any other alternative so one has to choose only one option from it. During customer satisfaction survey for A Star wafers & namkeen, we find out 88% customers are recommendation to others of A Star wafers & namkeen and 12% customer are not recommendation to others of A Star wafers & namkeen.

12. Your views and suggestions for A Star namkeen? This question is open-ended question. This question allows the interviewee to fill their views in their own words. This question is very important question for analysis because in this question customers can give any answer because it is open ended. As response of this question many customers are give some good suggestions like.

Some customers are asking some products are not available in market and specially in Aloo sev & salted Wafers. Some customers are asking develop Chat Chaska Wafers and not available many time in market. Some customers are asking to start more advertisement of your product. 47

SWAD KA ASHALI STAR

Some customers are asking to change test of chana Dal. Some customers are asking to maintain quality of potato Wafers. Some customers are asking to in your faradi Chevada sing beat is more compare to Chevada. Some customers are asking to change test of sing bhujiya. Some customers are asking to change color of packaging. Some customers are asking to develop market in all state in over country.

48

SWAD KA ASHALI STAR

Findings:
Question No. 1 2 Question Do you buy namkeen products? Which branded namkeen product do you buy? Remarks Here almost 100 % Respondents are buy Namkeen Product. A Star:- 14 % 29% Balaji:- 37 % Real:- 9 % Samrat:Leys:- 6 % Oreva:- 5 %

If you buy Balaji namkeen, then which product do you prefer?

During survey we know that many of A Star Wafers & Nankeens customers are using more than one brand. Potato Wafers :Salted Wafers:-5 % Masala Wafers:-12 % Tomato Wafers:-9 % Chat Chaska Wafers:- 4 % Banana Mari Wafers:- 4 % Banana masala Wafers:- 5 % Faradi Chevada:- 10 % Chana Dal:-3 % Mug Dal:- 3 % Vatana:- 2 % Masala sing:- 5 % Sing Bhujiya:- 8 % Ratalami Sev:- 5 % Aloo Sev:- 9 % Khatta mitha Mix:- 3 % Tikhkha mitha Mix:- 3 % Gathiya:- 2 % Chataka Pataka:- 8 % Here 14 % of Customers are buy everyday A Star Wafers & Namkeen and almost 86 % of customers are not buy everyday A Star Wafers & Namkeen . During survey we analyze that most of A Star Wafers & Namkeens Customers are since 49

Do you buy A Star namkeen at everyday?

Since how long do prefer A Star namkeen?

SWAD KA ASHALI STAR

very long time. 6 Do you satisfy with A Star namkeen? Satisfaction side:- 97 % Indifferent:- 3 % As in above data almost 97 % of customers are very satisfy or satisfy with A Star Wafers & Namkeen. If I describe satisfaction level all to gather for all the factors. It will be like Satisfaction side: 84.4 % Dissatisfaction side: 3.4 % Indifferent:11.2 % As in this I can say that almost Of customers are at satisfaction 84 % side for all the major factors, which are very important to measure satisfaction level. Here almost 97 % of customer is Satisfied with thickness of packaging and almost 89 % of customers are satisfied with attractiveness of that packaging. Hence the packaging of A Star Wafers & Namkeen is proper as per requirement. Daily :- 0 % Some time :- 58 % Many time :- 11 % Never :- 31 %

Opinion for your satisfaction or dissatisfaction about A Star namkeen?

Do you comfortable with packaging of A Star namkeen?

Do you face any problem for getting the A Star namkeen as per your requirement?

50

SWAD KA ASHALI STAR

10 At what time do you face problem for getting the A Star namkeen? Some customers who facing problem to getting A Star wafers & Namkeen among them most of facing at Morning and Night timings. Morning :-53 % Noon :- 6 % Evening :- 19 % Night :- 22 %

11

Do you recommend A Star to Other? Your views and suggestions for A Star namkeen?

Here almost 88 % of customers are recommend A Star to other. In answers to this question we receive many suggestions, which are mentioned analysis part of this question.

12

51

SWAD KA ASHALI STAR

Suggestions:
1. Company should make proper distribution channel hence they can make available at every places and every time. In analysis we found that most of the customer of A Star Wafers are facing problem at the morning, evening & night for getting the sufficient A Star wafers & nankeen as per their requirement. A Star Wafers has to starting dispatch wafers & namkeen at morning time. 2. Company should start more advertisement of his product. In analysis we found that the competitor are given more advertisement in TV channel the company do the same and another way to give advertise of the products in Newspaper & Radio mirchi. Newspaper is mostly read by the people & Radio mirchi are very popular Radio channel. 3. Company should change test of Chana Dal & Sing bhujiya. In analysis we found that Chana Dal & Sing Bhujiya is not much spice. Customer wants to spice of Chana Dal & Sing Bhujiya. 4. Company should decrease quantity of sing beat in Faradi Chevda. In analysis we found that customer wants to decrease quantity sing beat camper to Chevda. 5. Hoarding on state transport buses and local travels could be an effective media. 6. Company has required develop his market in all over India. 7. Company has required to give different type of scheme to consumer oriented.

52

SWAD KA ASHALI STAR

Conclusion
A-Star Wafers leading in the market. Today market are very competitive. in this position how to learn market , this thing are important for A-Star Wafer. The market is divided in various brand Wafer and according to the data the market leader is Balaji. And after them the market is contributed by Samrat Namkeen and Real Namkeen. At that time we can say how to beat our competitor. The management had positive attitude towards me and they tried best to provide me with proper guidance and complete

information. After observing such matter we can say the company of Aster wafers Product has best deli ght bright future for current and coming year.

53

SWAD KA ASHALI STAR

RECOMMENDATION
Company needs to now also concentrate on the Alu wafer, Farari chevdo as they have low market and should come up with strong advertising and make market. Company needs to strengthen its distribution channel and try to make it effective. so that there can be a smooth supply of Wafer and consumers can buy their preferred brand. Retailer does not have Rs 5 Wafer packet every time. So company needs to provide product in the market. A-Star Wafer consumers are taste, price and Quantity conscious, so that company should maintain Good taste and Quantity at lower price. Company needs to give advertisement of their product especially in the television. Companies are Cons treat only local market but todays market are competitive. Companies have not idea for long time orientation. Company needs to Advertisement of the Stat level. Because Company sells area are not broad.

LIMITATION OF THE RESEARCH

54

SWAD KA ASHALI STAR

Lack of experience. Limited sample size and The survey was done just in Deesa City . The opinion articulated by the respondents might be prejudiced. The analysis and interpretation are written on the basis of my experience which can also be wrong.

55

SWAD KA ASHALI STAR BIBLIOGRAPHY

BOOKS:
MARKETING MANAGEMENT
By Philip Kotler, 12th Edition, Published by Prentice Hall.

MARKETING RESEARCH
By Devid j. Luck & Ronald S. Rubin, 8-Edition, Published by Prentice Hall.

WEBSITES :
www.yahoo.com www.google.com www. A Star wafers.com

56

SWAD KA ASHALI STAR

ANNEXURE

QUESTIONNAIRE
Dear Responded. My name is Gitaben U. karen, Student of G. J Institute of Management & Technology, MBA Part 2 Sidhpur . As Per my MBA Curriculum I must go through Summer Internship Project. I do my Summer Internship Training at Kedarnath Food Production. And My Project Title is A Study of Consumer Perception of brand and products about A-Star Wafer in Deesa City. For this title , I have to do Survey so, Kindly fill this information ,it will not take more than 5 Minutes and Also you will withdraw any time for any question. I ensure that the information provided by you will Sickly kept Confidant ional & Only For Academic purpose.

QUESTIONNAIRE:1)

Do you buy namkeen products? Yes: No:

2) Which branded namkeen product do you buy? A Star: Samrat: Balaji: Real: Leys: Oreva:

3) If you buy A Star namkeen, then which product do you prefer? Potato wafers: Salted Wafer: Masala Wafer: Banana Mari wefar: Faradi Chevada: Mug Dal: Masala sing: Ratalami sev: Tomato Wafer: Chat Chaska Wafer: Banana masala Wafer: Chana Dal: Vatana: Sing Bhujiya: Aloo sev: 57

SWAD KA ASHALI STAR

Khatta mitha Mix: Gathiya: Tikhkha miththa Mix: Chataka pataka:

4) Do you buy A Star namakeen at everyday? Yes: No: At other time: (please specify): ____________________________________________ 5) Since how long do prefer A Star namakeen? _______________________________ 6) Do you satisfy with A Star namakeen? Fully Satisfied: Dissatisfied: Satisfied: Fully Dissatisfied:

7) Opinion for your satisfaction or dissatisfaction about A Star namakeen?

Particular Fully satisfied Satisfied Indifferent Dissatisfied Fully Dissatisfied

Taste Quality Packaging Availability Price

8) Do you comfortable with packaging of A Star namakeen? Thickness of packaging: Yes: No: No:

Attractiveness of packaging: Yes:

9) Do you face any problem for getting the A Star namkeen as per your requirement? Daily: Many time:

Some time: Never: 10) At what time do you face problem for getting the A Star namkeen? Morning: Noon:

58

SWAD KA ASHALI STAR

Evening: Night:

11) Do you recommend A Star namkeen to other? Yes: No:

12) Your views and suggestions for A Star namkeen? ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ _______________________________________________________________

PERSONAL DETAILS:Name: _______________________________________________________________ Address: ______________________________ Contact No: ________________ ______________________________ ______________________________ Age: Occupation: Job Gender: Male: Female:

Service

House Wife

Student

# Thank You #

59