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Prepared By:
Chintan Shah (137960592091)
Pratik Zapada (137960592120)
(Batch: 2013-2015)
MBA SEMESTER III
CERTIFICATE
Certified that this comprehensive project research proposal titled " A study on
factor and effecting purchase decision Ready-To-Eat Products is the bonafied
work of Chintan Shah (137960592091) and Pratik Zapada (137960592120) who
prepared research under my supervision. I also certify further , that to the best of
my knowledge the work reported here in does not form part of any other project
or dissertation on the basis of which degree of award was conferred on an
earlier occasion on this or any other candidate
PREFACE
ACKNOWLEDGEMENT
We are extremely thankful to our Director Dr. P.K.Mehta, Dean Dr. Siddharth Singh Bist and
Faculty guide Prof. Rinal Shah for their valuable guidance and the help they have provided us
throughout our project we have undertaken. They were always there to lend a helping hand
and directed us towards proper attitude to develop the project. They have always welcomed
our queries and doubts regarding the project work and also in the subjects they have taken
with the great interest to teach us. Without their help and right guidance the completion of the
project would have been very difficult.
The level of knowledge they possess has covered entire aspects of the management expertise
in the different field particularly in our project related to Marketing. We are also thankful to
our college L.J INSTITUTE OF MANAGEMENT STUDIES for offering us such a great
subject that binds all the knowledge we have gain through this comprehensive project.
ii
Table of Contents
Page no
TITLE PAGE
CERTIFICATE
PREFACE
ACKNOWLEDGEMENT
II
CHAPTER 3
PRODUCT PROFILE
12
15
15
17
19
20
CHAPTER 5
iii
5 RESEARCH METHODOLOGY
21
22
22
22
22
BIBLIOGRAPHY
IV
ANNEXURE
iv
Part-I
General Information
Chapter 1:
Year
2000-01
0198.13
2001-02
1036.12
2002-03
0176.53
2003-04
0510.85
2004-05
0174.08
2005-06
0182.94
2006-07
0441.00
0061.63
Grand Total
2781.28
products, pickles, mushrooms and ready-mix vegetables. These small scale units engaged in
these segments of processing are export oriented.
The major destinations for Indian fruits and vegetables are Russia, USA, Bangladesh, UAE,
Malaysia, Sri Lanka, UK, Nepal, Saudi Arabia, Pakistan and Indonesia. Between 2010-2011
India exported 2072015 MT processed vegetables (onions, vegetables, grapes etc) worth Rs.
385562 lacks. Out of this onions only accounted for 1163473 MT worth Rs. 174156 lacks!!
(APEDA, 2011, Agricultural and Processed food products Export Development Authority)
Russia is a major importer of processed fruits and vegetables from India and the country
imported 13477 million tonnes of dehydrated vegetables and fruits worth 5963 lacks in 20102011. The second major importer is USA with 11164 million tonnes of dehydrated fruits and
vegetables in 2010-2011
The consumption of processed fruits and vegetables are low in India compared to the primary
foods because they are available fresh in the market to the consumer. The demand for
processed foods is mostly lies in the urban market due to the lifestyle and purchasing power
of the urban population. Thus, there is a large demand for processed food in the export
market and India can capture this market by restructuring and strengthening its infrastructure.
Indias food processing sector covers fruits and vegetables, spices, meat and poultry, milk
and milk products, alcoholic beverages, fisheries, plantation, grain processing and other
consumer product groups like confectionery, chocolates and cocoa products, soya-based
products, mineral water, high protein foods etc. Since liberalization in Aug91 proposals for
projects have been proposed in various segments of the food and agro-processing industry.
Besides this, Govt. has also approved proposals for joint venture, foreign collaboration;
industrial licenses and 100% export oriented units envisaging an investment. Out of this,
foreign investment is over Rs.10, 000 crores
Indias exports of processed food was Rs.14925 crores in 2010-11, that includes several other
products like Mango Pulp (Rs.814 crores), processed fruits and vegetables (Rs. 1833 crores)
Foreign direct investment (FDI) in the countrys food sector is poised to hit the US$ 3-billion
mark in coming years. FDI approvals in food processing have doubled in last one year alone.
The cumulative FDI inflow in food processing reached US$ 2,804 million in the recent years
and is poised to double in the coming years.
Indis food sector vision 2015 aims at providing safe and quality food, providing dynamic
food processing industry, enhancing the competitiveness of food processing industry in
domestic and international markets, increasing the infrastructure facilities to enhance the
production of processed food, increasing the level of perishable agricultural produce from 6
to 20%, increasing the value addition from 20 to 35%, increasing the share in global trade
from 1.5 % to 3% by the year 2015. To achieve this vision, an estimated investment of Rs.
100,000 crores (1000 x 109) is required. Private sector is expected to invest about 45,000
crores and equal amount from financial sector and Rs 10,000 crores (100 x 109) from the
Government.
About 80% vegetables and fruits perish due to high water content. Due to lack of such
facilities, food worth 2.5 billion US$ is wasted annually.
Indian food sector uses about 13 % of the electricity (IEA, 2007) amounting to 63 x 106
MWhr (from coal fired thermal power plants). This amounts to emission of 11 x 107 kg of
CO2. By using conventional fossil fuel, as it is being practiced now, India can never compete
with the world food processing market. For example, 250 gm of dehydrated onions costs 0.5
US$ in the Indian market today while the price of 1 kg of raw onion from the producer costs
0.1 US$. India should learn a lesson from a small country like Guatemala in Central America
that uses geothermal for food processing and captured the European market in dehydrated
fruits and vegetables (Chandrasekharam, 2001). This industry requires about 6 billion US$ to
strengthen infrastructure by creating state or art storage and production facilities.
It is not difficult to create such infrastructure facilities to process the agricultural produce.
India has large geothermal resources in states like Maharashtra, Gujarat, Himachal Pradesh,
Chhattisgarh, J & K, West Bengal, Orissa, Madhya Pradesh and Andhra Pradesh where the
food processing industries are established supported by conventional energy sources. These
states also produce large volumes of fruits and vegetables. For example, Maharashtra is one
of the largest producers of onions. Nearly 20% of onions rot yearly due to lack of cold
storage facility or processing facility to dehydrate the onions to increase its shelf life. The
cost of onions in the farm is, as mentioned above is less than 10 US cents. By utilizing the
geothermal energy source, the cost of dehydrated onions can be brought down by several
factors there by making the product competitive in the international market. On one side the
export market will boom due to lower cost and the other side industry can earn carbon credits
since, carbon free energy source is being utilised to support the industry.
5
In terms of earnings through CDM, it will be about 88 x 107 at the current CER of 8 per
tCO2. Thus, India can very well exploit its geothermal energy sources for food processing
facility there by earning the required capital to build this state of art storage and processing
facilities and become the top trader in the world food processing sector. The agro products
from the farm can directly be transported to the geothermal sites where dehydration facility
can be established. The processed food (fruits and vegetables) can directly marketed to other
countries to earn foreign exchange.
Food processing is a large sector that covers activities such as agriculture, horticulture,
plantation, animal husbandry and fisheries. The Ministry of Food Processing, Government of
India has defined the following segments within the Food Processing industry:
Although the industry is large in terms of size, it is still at a nascent stage in terms of
development. Out of the countrys total agriculture and food produce, only 2 per cent is
processed.
The highest share of processed food is in the Dairy sector, where 37 per cent of the total
produce is processed, of which 15 per cent is processed by the organized sector. Primary food
processing (packaged fruit and vegetables, milk, milled flour and rice, tea, spices, etc.)
constitutes around 60 per cent of processed foods. In comparison, the organized sector is
relatively small, with around 516 flour mills, 568 fish processing units, 5,293 fruit and
vegetable processing units, 171 meat processing units and numerous dairy processing units at
state and district levels.
During FY06-11, the food processing industry expanded at a CAGAR of 4.8 per cent;
in FY11 alone, the industry grew 7.1 per cent.
In FY11, India had as many as35,838 registered food processing units with total
capital investment of approximately $52.1 billion.
Kohinoor Foods:
Kohinoor Foods Ltd. embarked upon its journey in 1989. Since then it has been
treating every milestone achieved as a stepping stone to go past another one.
Today, in India and in over 60 countries, consumer's lives have been touched by
not only some of the finest basmati rice brands, but also a wide assortment of food
products that includes Basmati Rice, Wheat Flour, Ready to Eat Curries & Meals,
Simmer Sauces, Cooking Pastes to Spices, Seasonings and Frozen Food. We have
further expanded our product basket to Pure Ghee, Paneer (Indian Cottage
Cheese), Ready Mixes, Namkeens & Sweets. Its a feat that Kohinoor Foods Ltd.
pulled off by spreading the authentic India flavour across the globe. Thereby
becoming a well-known food giant with one of the most powerful brand in its
stable Kohinoor
ITC :
ITC's foray into the Foods business is an outstanding example of successfully
blending multiple internal competencies to create a new driver of business growth.
It began in August 2001 with the introduction of 'Kitchens of India' ready-to-eat
Indian gourmet dishes. In 2002, ITC entered the confectionery and staples
segments with the launch of the brands mint-o and Candyman confectionery and
Aashirvaad atta (wheat flour). 2003 witnessed the introduction of Sunfeast as the
Company entered the biscuits segment. ITC entered the fast growing branded
snacks category with Bingo! in 2007. In 2010, ITC launched Sunfeast Yippee! to
enter the Indian instant noodles market. In just over a decade, the Foods business
has grown to a significant size under seven distinctive brands, with an enviable
distribution reach, a rapidly growing market share and a solid market standing.
Haldiram
Haldiram's Food International Limited today, is recognized as a Star Export
House, by the Directorate General of Foreign Trade, a department working under
the Ministry of Commerce, Government of India.
Haldiram's has its roots established in 1937 in the form of a small retail Sweet &
Namkeen shop in Bikaner, Rajasthan, a small but significant town in the Thar
Desert. Shri Shivkisan Agrawal, the founder of Haldiram's always cherished the
dream of building an empire, manufacture traditional sweets/namkeens, leave a
mark on every occasion and get close to the heart of the common man.
This dream was realized with shifting of its base to Nagpur in 1970. For the first
time people heard of a factory that was operating to manufacture Sweets &
Namkeens. A model plant of its times was set up at:- Haldiram's House; 880,
Small Factory Area, Wardhaman Nagar, Nagpur. In a very short span 'Haldiram'
developed into a brand and became an inseparable part of every occasion.
This was followed by a chain of retail outlets & showrooms. The product lines
were expanded to match the taste of various segments of the society. Sweets and
namkeens were presented in more durable and commercially viable packaging.
This fetched a overwhelming response and in 1997, Haldiram's forayed into milk
and milk product industry with products such as Khowa, Ghee & Butter Milk, the
manufacture of Extruded foods such as vermicelli and 3-D Snacks.
Alloo Matar
Chicken Curry
Palak paneer
Butter Chicken
Sarso Ka Saag
Karahi Chicken
Chana Masala
Mughalai Chicken
Kadi Pakora
Mutton Masala
10
Cheese Tomato
Mutton Korma
Dal Makhani
Karahi Mutton
Rajma Masala
Mutton Biryani
Deserts
Gajar Ka Haluaa/Sugi Ka Haluaa/Milk Kheer etc.
11
In July 2003, ITC made a foray into the biscuits market by launching the Sunfeast range of
biscuits. Since then, Sunfeast biscuits have always stood for quality and are known for
offering innovative and wholesome biscuits. Sunfeast connotes happiness, contentment,
satisfaction and pleasure. Within a span of 12 years, Sunfeast has well-established presence
in almost all categories of biscuits and is also a key player in the pasta and instant noodles
segments.
Sunfeast Pasta:
The Sunfeast product portfolio was expanded in early 2005 to include healthy snacking
options as well. Sunfeast Pasta Treat, a whole wheat based instant pasta was introduced as a
healthy snacking option for children and young adults. Sunfeast pasta is available in four
flavours - Masala, Tomato Cheese, Cheese and Sour Cream.
12
Sunfeast Yippe:
The portfolio has been further expanded with Sunfeast Yippee! instant noodles. Three years
of exhaustive developmental work has gone into the creation of Sunfeast Yippee! The
product has two intrinsic components - the noodle block and the masala mix. Wheat is a key
ingredient of the noodle block. The sourcing and blending expertise that has made
Aashirvaad India's No 1 branded Atta has been leveraged to make a truly delightful noodle
block. Sunfeast Yippee noodles do not lump even 30 minutes after cooking. Sunfeast
Yippee! is available in three lip smacking variants - Classic Masala, Magic Masala and
now the newly introduced Chinese Masala which is a unique combination of Chinese and
Masala flavours giving consumers tasty Chinese in minutes.
Tricolor Pasta
Sunfeast Yippee! expanded its product portfolio with launch of Instant Pasta. Sunfeast
Yippee! Tricolor Pasta is a unique first to market product, with Instant Pasta in three exciting
colours. It is buttery smooth pasta in 2 mouth-watering flavours - Masala and Creamy Corn.
The unbeatable combination of wheat and tasty veggies makes it the complete snack.
13
Part-II
Primary Study
side, coupled with increasing disposable incomes, diminishing culinary skills and the need for
convenience on the demand side.
Market
There is a huge untapped market opportunity arising due to rapid demographic shifts in
income, urbanization, and proportion of urban working women in India. The industry needs
to concentrate on broadening the market and increasing penetration amongst Indian
consumers.
The analysis also pointed out that industry players would have to significantly improve their
price competitiveness with respect to other options such as domestic help, eating out and
ordering in, available to the Indian consumer. Besides price consideration, the product range
offered by industry players will have to be strengthened.
Under-serviced
At the moment, the regional cuisine and non-vegetarian cuisine markets are relatively underserviced with concentration on the vegetarian North Indian meals.
Pankaj Gupta, Practice Head-Consumer & Retail, Tata Strategic, said, According to our
analysis, India provides an attractive opportunity for both Indian and international players
with a mix of demand and supply side changes. If consumer demands of affordability,
availability and enhancing acceptability are met, the RTE foods market has the potential
market size of 2,900 crore by 2015 from its existing Rs. 128 crore.
Challenges
Most urban families are strapped for time. So we would conclude that the RTE foods would
be a necessity, however, this is not the case. The Rs 130 crore markets have stayed stagnant
over the past three years. That's because in India people still believe in cooking and serving
food. Additionally, The RTE foods have to compete with restaurants, cooks and consumers
penchant for cooking. Over and above, the pricing is higher range which has made it an
occasional purchase item rather than regular buying.
16
MTR
Kohinoor Foods
ITC
Haldiram
Some Features:
Globalization of Indian food and its culture are the core factors for popularization
of ready to eat foods.
Main motivation for these ready to eat foods is fast growing foreign market.
Quality, Taste and Flavor of these foods remains as good as fresh up to the expiry
date.
18
How did the respondents come to know about RTE So that awareness could be
increased through those means?
19
20
21
Reference: http://www.surveysystem.com/sscalc.htm
Sample Size: 267
22
Bibliography
http://www.statusa.gov/mrd_a.nsf/vwNoteIDLookup/NT0003CA62/$File/X_413629.PDF?OpenElem
ent
http://www.tsmg.com/media-and-press-releases/219-ready-to-eat-foods-market-in-india.html
http://www.indianfoodindustry.net/
http://www.thehindu.com/2007/10/24/stories/2007102454651900.htm
http://www.oppapers.com/essays/Ready-To-Eat-Food-Industry/198352
http://www.hinduonnet.com/thehindu/mp/2004/06/10/stories/2004061000130300.htm
http://www.thehindubusinessline.com/2003/11/24/stories/2003112400740300.htm
http://www.marketresearch.com/product/display.asp?productid=2552630&SID=63229650463567436-409318558
www.marketresearch.com
www.hindubusinessline.com
www.marketingpractice.blogspot.com
www.garamchai.com
iv
Annexure
PLEASE FILL THE QUESTIONNAIRE AND REPLY HERE
Kindly tick the most appropriate box with a 'X' wherever applicable / fill the blanks.
1. Given a normal week, are meals (i.e lunch & dinner) cooked at home for
ALL DAYS
WEEK DAYS
WEEK ENDS
NEVER
2. On days when meals are not cooked at home, how do you manage?
(Select more than one If applicable)
We visit a Restaurant
We order food from a restaurant
We pick up a Ready To Eat Packet
YES
YES
NO
NO
anytime?
2. __________
3. __________
4. __________
Separately DURING
GROCERY items
EMERGENCY
7. How did you come to know about the Ready To Eat Packs? (choose more than one if
applicable)
TV COMMERCIALS
DISPLAY AT MALLS
WORD OF MOUTH
OTHER SOURCES (PLEASE SPECIFY) _____________
AGREE
AGREE/NOR
DISAGREE
(c) I need it
I dont see any sort of
health problem due to the
(f) food
I know that the RTE
Packs are manufactured at
(h available
vi
DISAGREE
STRONGLY
DISAGREE
The information below would be needed to build a consumer profile. I hereby assure you that all the
information will only be used for the purpose of the study.
1. Gender
MALE
FEMALE
2. Age
Group
18-25
26-40
41-55
Above 55
3. Marital
Status
4.
Occupation
SINGLE
MARRIED
SERVICE
SELF EMPLOYED
HOUSEWIFE
RETIRED/OTHER
5.
You belong to a
JOINT FAMILY
NUCLEAR FAMILY
WITH IN-LAWS
HOSTEL / PAYING GUEST / OTHER
6. Could you kindly tick your group as per Total Family Income per month
Less than 20,000
20,000 50,000
50,000-1,00,000
Above 1,00,000
vii