Scope of Branded Basmati Rice in Delhi-Ncr

A SUMMER TRAINING PROJECT REPORT
ON
A Study on Consumers Perception towards Branded
Rice with Reference to KRBL LTD.

SUBMITTED IN THE PARTIAL FULFILLMENT FOR THE AWARD OF
DEGREE OF MASTER IN BUSINESS ADMINISTRATION 2015-17
UNDER THE GUIDANCE OF:
Dr. Anil Kumar Goyal

Professor, RDIAS
SUBMITTED BY:
Bhavishya Mittal
Enrollment NO.02080303915 BATCH NO. 2015-17
RUKMINI DEVI INSTITUTE OF ADVANCED STUDIES
An ISO 9001:2008 Certified Institute

NAAC Accrediated :A ,Category A+ Institute
(Approved by AICTE, HRD Ministry, Govt. of India)

Highest Category A by Joint Assessment Committee, Member of AMDISA,
AIMA, CSI, CII, DELNET, NHRD
Affiliated to Guru Gobind Singh Indraprastha University, Delhi
2A & 2B, Madhuban Chowk, Outer Ring Road, Phase-1, Delhi-110085
Page 1 of 74
Table of Contents
Student Declaration
Certificate from Company......................ii

Certificate from Guide.......................iii
Acknowledgement............................................................................................................iv
Executive Summary....v
List of Tables.vi-vii
List of Graphsviii
Page no.
CHAPTER- 1: INTRODUCTION
1.1 About the Industry..
1.2 About Organization/ Company Profile
1-14
14-19
CHAPTER 2: LITERATURE REVIEW

2.1 Literature Review..
20-23
2. 2 About The Topic
24
CHAPTER 3: RESEARCH METHODOLOGY

3.1
Purpose of the study
25
3.2
Research Objectives of the study
25
3.3
Research Methodology of the study
25
3. 3.1 Research Design
25
Page 2 of 74
3.3.2 Data collection Techniques

3.3.2.1 Drafting of a questionnaire
3.3.3 Sample design
25
25
26
3.3.3.1 Population
26
3.3.3.2 Sample size
26
3.3.3.3 Sampling method
26
3.3.4Method of Data Collection

3.3.5 Limitations
26
27
CHAPTER 4: ANALYSIS & INTERPRETATION

4.1 Analysis & Interpretation 28-42
CHAPTER- 5: FINDINGS & SUGGESTIONS

5.1 Findings 43
5.2 Suggestions...... 44
CHAPTER- 6 : CONCLUSION
6.1 Conclusion 45
BIBLIOGRAPHY
Bibliography........ 46-47
ANNEXURES
Annexures 1
48-50
Annexure 2
51
Page 3 of 74
List of Tables
S.No.
Table No.
Particulars
Page
No.
Table 1.1
Table showing critical temperature for the development of
rice plant at different growth stages

2
Table 1.2
Table showing characteristics of Basmati and non-basmati
Table 1.3
Table showing the sowing/harvesting period of autumn,
winter and summer rice, region/state wise.

4
Table 1.4
Table showing rice estimated for world
Table 1.5
Table showing Indias trade flow for rice
Table 1.6
Table showing MSP for Rice (Paddy)
10
Table 4.1
Count basis- Table showing consumers behaviour
29
towards quality of rice preferred according to the monthly

budget spent on household goods.
8
Table 4.2
Percentage basis- consumers behaviour towards quality of
29
rice preferred according to the monthly budget spent on

household goods.
9
Table 4.3
Count basis- Table showing preference of consumers
31
Towards packed rice or loose rice.

10
Table 4.4
Percentage Basis- Table showing preference of consumers
31
Towards packed rice or loose rice.

11
Table 4.5
Count basis- table showing location preferred by consumers to33

purchase rice.
12
Table 4.6
Percentage basis- table showing location preferred by33

consumers to purchase rice.
Page 4 of 74
13
Table 4.7
35
Count basis- table showing relationship between quality of

rice and different regions of Delhi.
14
Table 4.8
35
Percentage basis- table showing relationship between

quality of rice and different regions of Delhi.
15
Table 4.9
37
Count basis- table showing brand preference by consumers

on the basis of monthly budget spent on household goods.
16
Table 4.10
37
Percentage basis- table showing brand preference by

consumers on the basis of monthly budget spent on
household goods.
17
Table 4.11
39
Count basis- table showing different schemes preferred by

different consumers.
18
Table 4.12
39
Percentage basis - table showing different schemes

preferred by different consumers.
19
Table 4.13
41
Count basis- table showing brand preference among

different zones of Delhi.
20
Table 4.14
41
Percentage basis- table showing brand preference among

different zones of Delhi.
List of Graphs/Charts
S.No.
Figure No.
Particulars
Page
No.
Figure 1.1
Graph showing major rice producing countries
Figure 1.2
Graph showing major exporting countries of rice in the
world.
3
Figure 1.3
Graph showing major rice importing countries in the
world
Page 5 of 74
Figure 1.4
Graph showing major exporting destinations for
basmati
5
Figure 1.5
Chart showing total rice production in year 14-15
12
Figure 1.6
Chart showing the working of KRBL Ltd.
16
Figure 4.1
Graph showing the relationship between monthly
29
budget spent on household goods and quality of rice

preferred.
8
Figure 4.2
Graph showing consumer preference of packed rice or
31
loose rice on the basis of monthly budget spent on

household goods.
9
Figure 4.3
Graph showing location preferred by consumers to
33
Purchase rice.
10
Figure 4.4
Graph showing quality of rice preferred by different
35
regions of Delhi.
11
Figure 4.5
Graph showing different brands preferred by consumers on37

the basis of monthly budget spent on household goods.
12
Figure 4.6
Graph
showing
scheme
preferred
by different
39
Graph showing brands preference by different regions
41
consumers.
13
Figure 4.7
of Delhi.
Page 6 of 74
STUDENTS DECLARATION
This to certify that I have completed the project titled A Study on Consumers Perception
towards Branded Rice with reference to KRBL LTD. under the guidance of Dr. Anil
Kumar Goyal in the partial fulfillment of the requirement for the award of the degree of
Master in Business Administration from Rukmini Devi Institute of Advanced Studies, New
Delhi. This is an original work and I have not submitted it earlier elsewhere.
Name: Bhavishya Mittal

Enrollment No. 02080303915
Page 7 of 74
CERTIFICATE FROM COMPANY
Page 8 of 74
Page 9 of 74
CERTIFICATE FROM ACADEMIC MENTOR
This is to certify that the summer training project titled A Study on Consumers Perception
towards Branded Rice with reference to KRBL LTD. is an academic work done by
Bhavishya Mittal submitted in the partial fulfillment of the requirement for the award of
the degree of Masters in Business Administration from Rukmini Devi Institute of
Advanced Studies, New Delhi under my guidance and direction. To the best of my
knowledge and belief the data and information presented by him in the project has not been
submitted earlier elsewhere.
Dr. Anil Kumar Goyal

Professor
Rukminin Devi Institute of Advanced Studies
Page 10 of 74
ACKNOWLEDGEMENT
I offer my sincere thanks and humble regards to Rukmini Devi Institute of Advanced Studies,
GGSIP University, New Delhi for imparting me valuable professional training in MBA.
I pay my gratitude and sincere regards to Dr. Anil Kumar Goyal, my project Guide for giving
me the cream of his knowledge. I am thankful to him as he has been a constant source of
advice, motivation and inspiration. I am also thankful to him for giving his suggestions and
encouragement throughout the project work.
I would like to express my deep sense of gratitude to Mr. Sunil Kapoor, G.M. (Sales &
Marketing) of KRBL Ltd., C-32, Sector-62, Noida -201301 for giving me an opportunity to
work under his organization.
This project in itself is an acknowledgement to the inspiration and technical assistance
contributed to it by many individuals. This project would never have seen the light of the day
without the help and guidance extended by the project leader Mr. Brijesh Sud (V.P. Sales &
Marketing) in the development of this project report. I would like to express my sincere thanks
to Mr. Mukesh, Mr. Sunny, Mr. Vaibhav Lal, Mr. Kuntal and Mr. Hemant for there support
and help.
I take the opportunity to express my gratitude and thanks to our computer Lab staff and
library staff for providing me opportunity to utilize their resources for the completion of
the project.
Page 11 of 74
EXECUTIVE SUMMARY
Consumer taste and preferences are changing. With the fast pace of life everyone wants to
have that food which is nutritious, hygiene and can cook quickly, easily, within less time.
Keeping these facts in mind food industries are coming out with excellent products which can
fulfil all these needs.
One of the food item is Rice. Rice is most widely consumed staple food in India and
worldwide. It can be cooked in 12-15 minutes. Healthy to eat.
Rice consumption in India in year 2014-15 was 7MT of basmati rice and 57MT of nonbasmati rice. 30MT of nonbasmati was kept by Food Corporation of India.
The major aim of this project report is to find out Consumers Perception towards Branded
Rice in Delhi-NCR. Our study intends to identify and assess the needs of various consumers
and want to analyse the purchasing behaviour of consumers towards rice.
The study has examined the perception levels and satisfaction levels of various consumers
Purchasing branded basmati rice.
The Survey Method is used in this study for which a questionnaire has been prepared and
filled by 200 consumers in and around Delhi-NCR.
The result of the survey yields important and valuable insights into the landscape study
Consumers Perception towards Branded Rice with reference to KRBL LTD. It helps us to
identify certain attributes which a consumer considers while purchasing Rice.
While buying branded rice the consumer first looks at the packaging of the product then its
price mentioned on the pack and then it considers the quality of the product. If the quality is
satisfied then re-purchase is conducted else the consumer shift from current brand to another
brand.
Consumers also prefer small packaging rather than large packing. Consumers purchasing
habits are not changing as they prefer to buy from retailers as compared to malls and online
stores.
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CHAPTER-1
INTRODUCTION
Page 13 of 74
1.1 About Rice Industry

1.1.1 Origin of rice
Oryza Sativa, it is believed, is associated with wet, humid climate, though it is not a tropical
of the far Eastern Himalayas.
1.1.2 History of Rice in India:

India is an important centre of rice cultivation. The rice is cultivated on the largest areas in
India. Historians believe that while the indica variety of rice was first domesticated in the area
covering the foothills of the Eastern Himalayas (i.e. north-eastern India), stretching through
Burma, Thailand, Laos, Vietnam and Southern China, the japonica variety was domesticated
from wild rice in southern China which was introduced to India. Perennial wild rice still grow
in Assam and Nepal. It seems to have appeared around 1400 BC in southern India after its
domestication in the northern plains. It then spread to all the fertiled alluvial plains watered
by rivers. Some says that the word rice is derived from the Tamil word arisi.
Rice is first mentioned in the Yajur Veda (c. 1500-800 BC) and then is frequently referred to
in Sanskrit texts. In India there is a saying that grains of rice should be like two brothers, close
but not stuck together. Rice is often directly associated with prosperity and fertility; hence
there is the custom of throwing rice at newlyweds. In India, rice is always the first food offered
to the babies when they start eating solids or to husband by his new bride, to ensure they will
have children.
Key points
Paddy grains found during excavation at Hastinapur (India) around 1000-750 B.C.
considered as an oldest sample in the world.
Southwest Himalayas has various types and varieties and indicated probable centre of
origin.
De Condolle (1886) and Watt (1862) mentioned south India is the centre of rice origin.
Vavillov suggested that India and Myanmar should be regarded as the centre of origin
of cultivated rice.
Page 14 of 74
Importance of Rice:
Rice has shaped the culture, diets and economic of thousand of millions of peoples. For more
than half of the humanity rice is life. Considering its importance position, the United Nation
designated year 2004 as the International Year of rice. Importance of rice are as follows:
Rice is an important staple food crop for more than 60 per cent of the world people. In
2008, more than 430 million metric tons of rice were consumed worldwide, according
to the USDA.
Ready to eat products example popped and puffed rice, instant or rice flakes, canned
rice and fermented products are produced.
Rice straw is used as cattle feed, used for thatching roof and in cottage industry for
preparation of hats, mats, ropes, sound absorbing, straw board and used as litter
material.
Rice husk is used as animal feed, for paper making and as fuel source.
Rice bran is used in cattle and poultry feed, defatted bran, which is rich in protein, can
be used in the preparation of biscuits and as cattle feed.
Rice bran oil is used in soap industry. Refined oil can be used as a cooling medium
like cotton seed oil / corn oil. Rice bran wax, a byproduct of rice bran oil is used in
industries.
1.1.3 Rice Growing Region in India:

Rice is grown under so diverse soil and climatic conditions that it is said that there is hardly
any type of soil in which it cannot be grown including alkaline and acidic soils. Rice crop has
also got wide physical adaptability. Therefore, it is grown from below sea-level (Kuttanad
area of Kerala) upto an elevation of 2000 metres in Jammu & Kashmir, hills of Uttaranchal,
Himachal Pradesh and North-Eastern Hills (NEH) areas. The rice growing areas in the country
can be broadly grouped into five regions as discussed below :
North-Eastern Region:This region comprises of Assam and North eastern states. In

Assam rice is grown in the basin of Brahmnaputra river. This region receives very
heavy rainfall and rice is grown under rain fed condition.
Eastern Region This region comprises of Bihar, Chhattisgarh, Jharkhand, Madhya

Pradesh, Orissa, Eastern Uttar Pradesh and West Bengal. In this region rice is grown
Page 15 of 74
in the basins of Ganga and Mahanadi rivers and has the highest intensity of rice
cultivation in the country. This region receives heavy rainfall and rice is grown mainly
under rain fed conditions.
Northern Region: This region comprises of Haryana, Punjab, Western Uttar Pradesh,
Uttrakhand, Himachal Pradesh and Jammu & Kashmir. The region experiences low
winter temperature and single crop of rice from May-July to September-December is
grown.
Western Region: This region comprises of Gujarat, Maharashtra and Rajasthan. Rice
is largely grown under rain fed condition during June-August to October - December.
Southern Region: This region comprises of Andhra Pradesh, Karnataka, Kerala and
Tamil Nadu. Rice is mainly grown in deltaic tracts of Godavari, Krishna and Cauvery
rivers and the non-deltaic rain fed area of Tamil Nadu and Andhra Pradesh. Rice is
grown under irrigated condition in deltaic tracts.
1.1.4 Climatic Requirement

In India rice is grown under widely varying conditions of altitude and climate. Rice cultivation
in India extends from 8 to35N latitude and from sea level to as high as 3000 meters. Rice
crop needs a hot and humid climate. It is best suited to regions which have high humidity,
prolonged sunshine and an assured supply of water. The average temperature required
throughout the life period of the crop ranges from 21 to 37 C. Maximum temp which the crop
can tolerate 40 C to 42 C.
Table 1.1- Showing critical temperature for the development of rice plant at different growth
stages.
Table 1.2 Showing characteristics of Basmati and Non- BasmatiPage 16 of 74
S.No.
Characteristics
Basmati
Non-Basmati
(in mm)
(in mm)
5.5-6
Average Length of uncooked rice
7.5-8
Average length of cooked rice
Min. double, max. 6.5

2.5 times
Moisture
12.5%
12.5%
The length of basmati may vary depending upon the variety of basmati rice.
Rice Growing Season in India:
In India rice is grown under widely varying conditions of altitude and climate . Therefore, the
rice growing seasons vary in different parts of the country, depending upon temperature,
rainfall, soil types, water availability and other climatic conditions. In eastern and southern
regions of the country, the mean temperature is found favourable for rice cultivation through
out the year. Hence, two or three crops of rice are grown in a year in eastern and southern
states. In northern and western parts of the country, where rainfall is high and winter
temperature is fairly low, only one crop of rice is grown during the month from May to
November. There are three seasons for growing rice in India viz.- autumn, winter and summer.
31 These three seasons are named according to the season of harvest of the crop. Autumn rice
is known as pre-kharif rice. The sowing of pre-kharif rice is taken up during May to August.
However, the time of sowing slightly differs from state to state according to weather condition
and rainfall pattern. It is harvested in September-October. Autumn rice crop is know as 'Aus'
in West Bengal, 'Ahu' in Assam, 'Beali' in Orissa, 'Bhadai' in Bihar, 'Virippu' in Kerala and
'Kuruvai/kar/ Sornavari' in Tamil Nadu. About 7 per cent crop is grown in this season. The
varieties grown during this season are mostly varieties of short duration ranging from 90 to
110 days.
The main rice growing season in the country is the 'Kharif'. It is known as winter rice as per
the harvesting time. The sowing time of winter (kharif) rice is June-July and it is harvested in
NovemberDecember. Winter rice is know as 'Aman' in West Bengal, 'Sali' in Assam, 'Sarrad'
Page 17 of 74
in Orissa, 'Agahani' in Bihar and Uttar Pradesh, 'Sarava' in Andhra Pradesh, 'Mundakan' in
Kerala and 'Samba/Thaladi' in Tamil Nadu. About 84 percent of the country's rice crop is
grown in this season and generally, medium to long duration varieties are grown in this season.
Summer rice is called as Rabi rice. It is known as 'Boro' in Assam and West Bengal, 'Dalua'in
Orissa, 'Dalwa' in Andhra Pradesh, 'Punja' in Kerala and 'Navarai' in Tamil Nadu and 'Garma'
in Bihar. The sowing time of summer rice is November to February and harvesting time is
March to June. The area under summer rice is only 9 per cent and early maturing varieties are
mostly grown in this season.
Table 1.3 Showing the sowing/harvesting period of autumn, winter and summer rice,
region/state-wise.
Page 18 of 74
1.1.5 Rice Milling

Paddy in its raw form cannot be consumed by human beings. It needs to be suitably processed
for obtaining rice. Rice milling is the process which helps in removal of hulls and barns from
paddy grains to produce polished rice. Rice forms the basic primary processed product
obtained from paddy and this is further processed for obtaining various secondary and tertiary
products. The basic rice milling processes consist of Pre Cleaning, De-stoning, Parboiling,
Husking, Husk Aspiration (Separating the husk from brown rice/ unhusked paddy), Paddy
Separation (Separating the unhusked paddy from brown rice), Whitening( Removing all or
part of the bran layer and germ from brown rice), Polishing (Improving the appearance of
milled rice by removing the remaining bran particles and by polishing the exterior of the milled
kernel), Length Grading (Separating small and large brokens from head rice), Blending
(Mixing head rice with predetermined amount of brokens, as required by the customer),
Weighing and bagging (Preparing the milled rice for transport to the customer).
Page 19 of 74
Types of Rice Mill

Many of the rice processing units in India are of the traditional huller type and are inefficient.
Modern rice mills are having high capacity and are capital intensive, although efficient small
modern rice mills have been developed. Most of the small size mills are huller mills. Other
various types are Battery of Huller mills, Huller-cum-Sheller mills, Sheller mills and modern
mills. The process for modernization of rice milling industry in the country was initiated in
1970 with a view to obtaining higher yields of rice and better quality of by-products such as
bran and husk, suitable for edible oil/industrial oil extraction and as a source of fuel
respectively.
Traditional Method:
Before the advent of mechanical milling, hand-pounding traditional method of rice milling
was in practice. In fact, hand-pounding rice has got more nutritive value as compared to
machine milling rice. In hand-pounding, a variety of implements is used such as:
Mortor and Pestle
Dhenki
Hand Stone (Chakki)
Mechanical Method
With the introduction of mechanized mills, hand-pounding method has steadily decreased
because it could not compete with machine mills. The conventional mills in use can be
categorized into three main types:
Huller mills
Sheller-Huller mills 36
Sheller cum Cone Polisher mills.
Page 20 of 74
1.1.6 Rice Estimates for World
Table 1.4 Showing Rice estimated for World.

Units (Million Tonnes)
Global rice production and trade in 2015-16 are forecasted as a marginal fall from
previous year (- 1.05%) and (-4.76%) respectively . The consumption likely to
decrease by 0.63%, the global carry over stock at end of 2015-16 is anticipated to
decrease by 1.72%.
Figure No.1.1 Graph showing major rice producing countries.

China was the leading rice producer followed by India, Indonesia and Bangladesh in
2014-15
Showing major Exporting and Importing Countries of Rice in the world.
Units (Mn Tn)
Page 21 of 74
Figure No. 1.2 Graph showing Major exporting countries of Rice in the world.
India was the largest exporter of rice in 2015-16 followed by Thailand and Vietnam
and Pakistan.
Figure No.1.3 Graph showing major rice importing countries in the world.
China was the leading importer in 2015-16 followed by Saudi Arabia and Iraq.
Indias Major Export Destinations for Basmati.
Figure No.1.4 Graph Showing major export destination for basmati.

In 2015-16, Saudi Arab was the leading importing country for Basmati rice from India
followed by Iran and UAE.
Unit price of basmati rice has decreased in 2015-16 over the previous years.
Indias Trade Flow for Rice during 2009-10 to 2015-16
Page 22 of 74
Table 1.5 showing Indias trade flow for rice.
India exported substantial quantity of both Basmati as well as Non-basmati rice to the
world, and import in the same categories were insignificant during 2009-10 and 201617 (up to July, 2016).
Minimum Support Price (MSP) for Rice (Paddy) during 2011-12 to 2015-16
Table 1.6 showing MSP for Rice (Paddy)
(Unit: Rs/ Quintal)
MSP for both quality of Paddy (see table 4) has increased during 2012-13 to 2016-17.
This figure has increased by 18 percent in the last 5 years.
Page 23 of 74
1.1.7 Current Scenario Rice Industry

Rice Industry in India is one of the major unorganized sector.
40% of the total rice production is taken by branded basmati rice and rest 60% is unbranded.
Every year, Rice consumption is increasing speedily at a rate of 25% (it includes basmati, nonbasmati, branded, unbranded).
Of this 25% share, consumption of basmati is increasing with pace of 10-12% and 13-15%
non-basmati rice.
Out of this 10-12% basmati rice, branded rice is growing with a pace of 60% (per annum) and
unbranded rice is growing with a pace of 40% (per annum).
Out of this 13-15% non-basmati rice, branded rice is growing with a pace of 30% (per annum)
and unbranded rice is growing with a pace of 70% (per annum).
There are 5 major players in Rice industry1. Amar Singh Chawalwala - House of Lal Qilla
2. Kohinoor Specialty Food Pvt. Ltd. - Kohinoor Rice
3. LT Foods - Daawat Rice
4. KRBL Ltd. India Gate Rice
5. Tilda Ltd. - Tilda Rice
Other than these 5 major firms there are 2500 small and medium firms in the market having
branded, unbranded rice. These small and medium firms deals in brands which are available
in local markets, state levels.
Page 24 of 74
105 Million Ton

(total rice production year-2014-15)
11 Million Ton
Basmati
4 Million Ton
Exports
94 Million Ton NonBasmati
7 Million Ton
Domestic
Unbranded
60%
7 Million Ton
Export
Branded 40%
1Kg to 10kg
65%
57Million
Ton Domestic
Unbranded
85%
11Kg & above

35%
30Million Ton
Food
Corporation of
India
Branded 15%
1Kg to 10Kg
20%
11Kg & above

80%
Figure No.1.5 Chart showing total rice production in year 2014-15

Source KRBL Ltd.
Page 25 of 74
1.1.8 Branded Rice- Branded rice means rice brands which are available at national level.
Brands available nationwide.
For example out of the 29 states of India, if a brand is available at more than 17 states then
the product is considered as branded. If the brand is covering more than 60% of the total states
then it is considered as branded rice.
Kohinoor, Daawat, Lal Quila, India Gate.
These brands are available almost in every part of the country so these are branded rice.
1.1.9 Unbranded Rice- Unbranded rice means the rice brands which are available at state
or city level. In other brands, the brands which are restricted to particular state or city are
known as unbranded.
For example- brands which are not available in other states, fixed at local market only.
Hari patti, Kosminar, Tissa, Pan, Paramounte, Jubielant,etc.
All these are available at local market of Delhi so these are unbranded rice.
1.1.10 Domestic Market- domestic market refers to the market area within the national
boundaries
of
country.
A domestic
market,
also
referred
to
as
an
internal market or domestic trading, is the supply and demand of goods, services, and
securities within a single country.
For example KRBL has developed its 14 brands of rice to cover each and every segment of
Indian market.
India is a vast country with diversified culture, traditions, etc.
Each state has its own flora and fauna, each culture has its own eating habits.
Buying pattern of every individual differ from person to person, state to state.
Northern states like basmati more and north-eastern states like parmal rice more.
Delhi is divided into four parts- North Delhi, South Delhi, East Delhi, West Delhi.
Page 26 of 74
The purchasing habits of East Delhi vary from South Delhi. As East Delhi people like to have
mogra, mini mogra, dubar, tibar more as compared to South Delhi who purchase classic, super,
brown rice more.
1.1.11 Basmati Rice- basmati is a Sanskrit word. In Sanskrit bas means fragrant and
mati means rice. Basmati rice is believed to have been cultivated in the Indian subcontinent
for centuries. Basmati is referred to as Prince of Rice. Basmati is like fine wine, the more
matured the better it is. Basmati is long grain aromatic rice grown for many centuries in
the specific geographical area, at the Himalayan foot hills of Indian sub-continent, blessed
with characteristics extra- long slender grains that elongate at least twice of their original size
with a characteristics soft and fluffy texture upon cooking, delicious taste, superior aroma and
distinct flavor, Basmati rice is unique among other aromatic long grain rice varieties.
Agro- climatic conditions of the specific geographical area as well as method of harvesting,
processing and aging attribute these characteristic features to Basmati rice. Owning to its
unique characteristics the scented Pearl lends a touch of class that can transform even the
most ordinary meal into a gourmets delight.
The most preferred varieties of basmati rice are traditional basmati, pusa basmati, 1121
basamti, 1401 basmati, 1509 basamati, etc. though there are many varieties of basmati rice but
these are the selected items which are preferred more in indian market.
Areas of Cultivation: The areas of Basmati Rice production in India are in the states of J & K,
Himanchal Pradesh, Punjab, Haryana, Delhi, uttarakhand and western Uttar Pradesh.
Exports - India is the leading exporter of the Basmati Rice to the global market. The country
has exported 40,45,796.25 MT of Basmati Rice to the world for the worth of Rs. 22718.44
crores during the year 2015-16.
Major Export Destinations (2015-16): Saudi Arabia, Iran, United Arab Emirates, Iraq and
Kuwait.
1.1.12 Non- Basmati Rice- any rice other than basmati rice is named as nonbasmati
rice. In the world it has been reported that there are 10000 varieties of rice and out of which
the maximum number are in India.
Page 27 of 74
Different varieties of NonBasmati rice are sharbati, sugandha, parmal, other local crops like
sona masoori rice and masoori rice.
India Facts and FiguresThe country has exported 6366585.53 MT of Non Basmati Rice to the world for the worth of
Rs. 15129.09 crores during the year 2015-16.
Major Export Destinations (2015-16) : Senegal, Benin, Nepal, Cote D Ivoire and Guinea.
The main difference between basmati and non-basmati rice is that of length and aroma. The
basmati rice is a good length aged rice with significant fragrant and sweet in taste. The nonbasmati rice is a short length rice with less fragrant and less sweet in taste.
1.2 KRBL LIMITED AT A GLANCE

We believe that the horizon is nothing but the limit of our sight. Our endeavor is to give every
person a taste that is truly unmatched by ever expanding our horizons. Our vision is to
tirelessly pursue excellence in every grain and make our products a household name world
over
-
Mr. Anil K. Mittal
(Chairman & Managing Director- KRBL)

The journey of worlds most favored Basmati Brand was embarked by two enterprising
brothers KHUSHI RAM & BEHARI LAL who founded KRBL (formally known as Khushi
Ram Behari Lal) in 1889 at Lyallpur known now as Faisalabad in Pakistan. Over the years,
from agricultural commodities such as wheat, cotton, and oil as the main business the company
has shifted its focus to rice.
KRBL Limited, a one focus one Product Company that hails over a 125- year heritage, is in
existence since 1889. Today, the name KRBL Limited is identified with its distinct perception
of quality. It is our committed quality consciousness that has made us the undisputed leader
in this highly competitive industry.
A Public Limited Company with 57% of its shareholdings held with the promoters, KRBL
happens to be the first Indian company to have brought in foreign investment into the industry.
Page 28 of 74
Being held by foreign collaborators, leading banks and the public, KRBLs shares are quoted
at both national stock exchanges, NSE & BSE. KRBL is the only company in rice industry to
receive a credit rating of A1+ from ICRA.
The companys milling and packing units are located in Ghaziabad (U.P.), Dhuri(Punjab),
Alipur(Delhi), Bharota(Haryana), Gandhidam(Kandla).
KRBL LIMITED
Plant -1
Ghaziabad (U.P.)
Paddy
Rice
Power
Plant -2
Plant -3
Dhuri (Punjab)
Alipur (Delhi)
Paddy
Rice
Rice
Furfural
Power
RBO
DOMESTIC
Plant 4
Bharota (Haryana)
Rice
EXPORT
BRANDSINDIA GATE, DOON, NURJAHAN, INDIAN FARM, BEMISAL, AARATI, UNITY

LOTUS, TAJ MAHAL, SHUBH MANGAL, NECKLACE, LION, AL WISAM, TRAIN
AL BUSTAN, TELEPHONE, SOUTHERN GIRL, ALHUSSAM, BLUE BIRD, CITY PALACE.
Figure No. 1.6 Chart showing the working of KRBL Ltd.

Source- KRBL Ltd.
Page 29 of 74
KRBL today is proud to be the pioneers as well as being the largest initiative covering a vast
area of 240,000 acres and association of 85,000 farmers which is under its constant
surveillance right from the stage of sowing of paddy till the harvest. KRBLs organic farming
covers about 5000 acres of area wherein certified organic basmati is grown. It has its
procurement network for basmati rice that spreads across Punjab, Haryana, Uttaranchal, and
Uttar Pradesh. The company has been awarded the Super Star Trading House status by the
Director General, Foreign Trade, Government of India. KRBL Limited has been winning,
fourteen years in a row the APEDA trophy for being the largest Basmati Rice Exporter from
the country. KRBL is the worlds largest basmati rice exporters with noticeable presence in
North America, Middle East, Africa and India.
The registered office of the company is located at 5190, LAHORI GATE, NAYABAZAR,
DELHI-110006.
The corporate office of the company is located at C-32 5th & 6th floor, Sector-62, Noida
201309, U.P. (INIDA)
1.2.1 Key features KRBL Limited

What makes KRBL rice so special it is the attention to detail and strict adherence to quality
control norms. Each grain is nurtured from the paddy fields to state of the art milling, sorting
and packaging. The entire process is seamless ensuring that the grains are untouched by hands.
Worlds Largest Rice Millers- paddy milling capacity a majestic 195MT/hour.
Adding value to Rice By- products- 100% integration rice husk and bran into rice bran
oil, power generation, animal feed and furfural.
Warehousing & Logistics- over 6.5 million sq. feet of warehousing capacity crucial
for basmati aging.
Quality Certifications- ISO 9001:2008, BRC-Food, FSSAI certified, HACCP & SQF
2000, and Organic Programme certified according to NPOP, EU and NOP.
It would be true to say that, if theres any one enterprise in the world that
can be considered to be the home of Basmati, it is KRBL.
Page 30 of 74
1.2.2 Vision, mission & values of KRBL Limited\

1.2.2.1 VISION
To preserve and enrich the legacy of basmati in India by ensuring genetic integrity of
the seed, encouraging farmers to adopt scientific agricultural practices and leveraging worldclass rice processing technologies; and emerge as the industry benchmark for product quality
and customer service.
1.2.2.2 MISSION
As the worlds no.1 Basmati player, we are committed to deliver precision-perfect
quality to our customers; nurture a professional work environment, which fosters

employee excellence, growth and job satisfaction; and build a financially strong, growth
oriented company that creates value.
1.2.2.3 VALUES
We put our customers first.
We value the work of farmers.
We believe people make an organization.
We work towards achieving zero-defect quality.
We use world class technology to attain market leadership.
We encourage ideas, enterprise and teamwork.
We aspire to be a learning enterprise.
We have built a work culture based on merit, integrity and transparency.
We behave responsibly as a global corporate citizen.
1.2.3 Research & Development

Given the lack of integrated information on basmati in india and the ensuing need to enhance
the knowledge base stimulated the setting up of the special R&D cell to study in all its complex
nuances. At KRBL we study issues such as chemistry, quality parameters and ageing in great
detail. The objective is to boost quality, improve head rice yields and lower costs.
Page 31 of 74
DR.V.P.SINGH who is considered to be the FATHER OF BASMATI RESEARCH

heads the R&D of seeds at KRBL.
1.2.4 Marketing of the Branded Rice.

Started with 3 Brands and 30SKUs, KRBL has expanded its strength by having 14 brands and
132SKUs to cater each and every segment of Basmati customer.
KRBL has a wide network of 490 distributors and dealers all over INIDA. It covers 2.25Lakh
counters consist of Retailers, Semi-wholesalers, Wholesalers, in General Trade and Modern
Retail Trade.
Leading brand of KRBL is India Gate. In India Gate brand KRBL sell only Aged Rice.
Out of the total 14 domestic brands India Gate constitutes 78% of the market share.
Total turnover for the year 2015-2016 is 1500 crore approx. Of the total turnover KRBL spent
5% market expenditure to promote the brand.
In the market of branded basmati rice KRBL plays dominant role with 35% share of the total
branded basmati rice in India.
KRBL Ltd.is the first Indian Rice Company to give direct benefit to the end consumer.
One of its scheme was started in 1999 and continues till date. The scheme is given on INDIA
GATE BASMATI RICE SUPER- 25% EXTRA.
Nearest competitors of KRBL are Daawat, Kohinoor and Lal Quila.
KRBL focus on quality, its aim is to serve excellent quality to the end consumer.
Page 32 of 74
CHAPTER-2
LITERATURE REVIEW
Page 33 of 74
2.1 Literature Review

Bhattacharya et al. (1982) Based on a study of 177 samples, rice varieties could be
tentatively classified into eight quality types primarily on the basis of total and hot-waterInsoluble amylose contents and viscogram pattern. Rice of type I (high total and insoluble
amylose) cooked very hard and flaky, while that of type VIII (waxy, negligible amylose)
cooked very soft and sticky. Gelatinization temperature (GT) could be indexed by either alkali
score or water-uptake ratio or soluble-amy-lose ratio. Equilibrium moisture attained by rice
upon soaking was a combined function of the amylose content, the GT, and kernel chalkiness.
The viscogram pattern was largely, but not wholly, a function of the amylose. Protein content
was not related to other properties.
Bhattacharjee et al. (2002) India contributes about one-third of the world acreage under
rice. Rice is available in over 5000 varieties, of which Basmati rice occupies a prime position
on account of its extra long superfine slender grains, pleasant, exquisite aroma, fine cooking
quality, sweet taste, soft texture, length-wise elongation with least breadth-wise swelling on
cooking and tenderness of cooked rice. This article reviews the quality and aroma traits of
Basmati rice, particularly the varieties grown in different parts of India and Pakistan, the
agronomy, breeding and physiology of the grain, the trade scenario, Agmark grade designation
for export and the US patent of new hybrid strains of Basmati.
Bornmark and Hanna (2006) According to theory, consumers choose a brand they
recognise, before an unfamiliar brand in an unknown environment. If the consumers do not
choose according to theories, what are the factors that have a greater affect on the buying
behaviour? There is not so much research about the effect of brand awareness on brand choice,
which is why this subject was investigated. One of the purposes of this dissertation was to do
a research about brand awareness; to see to what extent it matters when purchasing the first
time in an unfamiliar environment. One of the objectives was to determine if there were any
differences in buying behaviour between the chosen cultures. The research group was limited
to the students from China, India and Iran at Kristianstad University.The research questions
were important since they structured the problem that was to be answered and made it easier
to limit the scope of the dissertation. The questionnaires that were handed out reflected our
research questions.
Page 34 of 74
This made it possible to observe which product the students recognised most and which
product they recognised least. The result was used in our analysis.The conclusions of the
dissertation was that all investigated factors had some importance for choice of brand, while
quality had a greater affect on brand choice than brand awareness. Further, it was no difference
in buying behaviour between the cultures. Finally, it was not possible to state any differences
in buying behaviour the first time compared to today.
Kamath et al. (2008) Basmati comprises a small group of premium aromatic rice from
India (and Pakistan), prized in international trade. These varieties have not so far been fully
characterized physicochemically. To address this gap, all available recognized as well as
unrecognized varieties/lines of basmati and its derivatives (crosses) were exhaustively studied
for their physical, chemical and cooking properties over eight years.It was found that all five
basmati land races (traditional varieties) had similar properties. They had substantial
1 distal end (DE) shape of brown and milled rice; good aroma; intermediate amylose (230
g kg1), alkali score and viscogram breakdown (BDr); and they yielded a high elongation ratio
(>1.9) and good rings after cooking. The 23 Indian crossbred (basmati derivative)
varieties/lines (plus 13 supermarket samples of Pakistani basmati) studied were different. Each
of them differed in at least two or three and sometimes several of the above properties from
the land races.These results provided a framework of what constituted basmati properties and
a benchmark to decide how close a cross was. Additionally, the varying combinations of the
observed values of the ten or more key indices enabled any of the above varieties/lines to be
identified by simple physicochemical techniques.
Suwannaporn and Linnemann (2008) More rice is eaten nowadays in traditionally

nonrice-eating countries. This study investigated consumer eating quality preferences among
consumers in target rice export countries to identify opportunities and strategic implications.
A quantitative study with 1,128 consumers of target nationalities was conducted in
combination with focus group discussions. Discrimination analysis was performed to
investigate differences in perception between consumers from countries which had different
rice grain preference. Result showed that rice texture was the best discriminator. It could
correctly predict consumers from nonspecific grain preference, short grain preference and
Page 35 of 74
Basmati preference at 63, 71 and 81%, respectively. Jasmine rice had its unique quality, which
was highly differentiated between people who prefer and do not prefer it ( = 0.00). Jasmine
rice aroma was not a decisive quality attribute for consumers in general. However, it was a
desirable quality trait for those who specifically prefer Jasmine rice. Consumers from the
nonrice-eating countries preferred harder and less sticky rice that was a threat for Jasmine rice
in this region. Thai exporters should offer various grain qualities that suit different taste
preferences instead of focusing only on Jasmine rice.
Minten et al. (2010) Modern retail is quickly becoming an important driver of change in
food markets in developing countries. However, the impact of this development on basic food
prices facing urban consumers is not well understood. In a detailed case study of Delhi,
modern retail is shown to emerge quickly, offering more labeled and branded food products
and more choice than traditional markets. We further find that modern retail at its mere
incipience in India sells basic foods mostly at the same or lower prices than traditional retail
and might thus become an important contributor to improved urban food security.
Ahmad and Haseen (2012) Climate change has emerged as an important determinant,
particularly in the recent past. In India before economic reforms government was providing a
lot of subsidies over the inputs that made the purchase of inputs affordable for the farmer
which helps in fighting against the climate change. But after the economic reforms high rise
in the prices of inputs of agricultural production has made it difficult for the farmers to
purchase the inputs in right amount and vulnerability of agriculture to climate change has
increased and it is expected that agriculture sector in India will be negatively affected. The
growth rate in the food grains production and productivity has decelerated when India entered
in the era of globalization. The growth rate production of food grains is 2.80 per cent per
annum in pre reform period which declined to 1.98 per cent in post reform period. The
situation is more worsen in case of growth rate of rice and wheat. The growth rate in
productivity of food grains is slightly improved in post reform period over the pre reform
period but in case of rice and wheat productivity, the result is quite opposite. In this paper we
made a modest attempt to analysis this result by considering the change in growth rate of
fertilizer consumption, change in cultivated area, change in irrigated area and change in
climate conditions.
Page 36 of 74
Lalit and Paramjeet (2013) The study was conducted with the aim of understanding brand
awareness among consumers and analyzing the attitude of consumers towards selected
branded commodity food products. An attempt was also made to examine the factors
influencing the purchase of selected branded commodity food products.The products selected
for the study were branded rice and branded sugar. A sample of 200 respondents was selected
from different localities of a city in India.Major sources of awareness, for branded rice and
branded sugar, are friends/relatives/reference groups, point-of-purchase display, and retailer's
recommendations.
Respondents
perceive
free
from
adulterants,
free
from
insecticides/pesticides/harmful chemicals and social status as the most important parameters

of branded rice and branded sugar. The most important factors influencing the purchase of
branded rice and branded sugar were found to be flavor, aroma, free from insecticides or
pesticides and free from adulterants. Further studies can be conducted with a larger sample
size. Importance of brand equity with respect to commodity products can be analyzed.
Marketers could frame strategies for different market segments based on demographics. Brand
awareness needs to be given adequate focus by the marketers.This paper has made an attempt
to study purchase behaviour with respect to commodity products.
Not many studies have been undertaken to analyze brand awareness, and consumers' attitudes
towards branded commodity food products in developing countries like India.
Maheshwari and Bhavsar (2013) This research investigates the growing trend towards
branding of commodities such as rice, wheat flour and salt. The research studied whether the
consumers perceived branded commodities to be better and also tried to establish a
relationship between this perception and demographic factors such as age, gender and brands
of a particular sample, to reach an approximate conclusion. The findings of this study might
play a significant role in identifying the competitors and predict the future scope for the same.
The marketers can plan strategies for future on the basis of the research report of this type.
Mohan and Sequeira (2016) Measurement of brand equity has posed a big challenge to
the companies in the Indian fast moving consumer goods (FMCG) industry. This paper
investigates the impact of brand equity on the operational performance of businesses in the
Indian FMCG industry. The research study adopts descriptive and exploratory approaches.
The results indicate that there is correlation between brand equity and operational performance
Page 37 of 74
of business. The practical implications of the findings are that brand equity has to be
effectively managed for improved operational performance of business.
2.2 About the Topic

2.2.1 A Study on Consumers Perception towards Branded Rice with
reference to KRBL LTD.
Rice as cereal grain, is the most widely consumed staple food for a large part of worlds human
population, especially in Asia. It is the agricultural commodity with the third-highest
worldwide production, after sugarcane and maize.
Rice is one of the chief grains of india. Moreover, this country has the largest area under rice
cultivation, as it is one of the principal food crops. It is in fact the dominant crop of the country.
India is one of the leading producers of this crop. Rice is the basic food crop and being a
tropical plant, it flourishes comfortably in hot and humid climate. Rice is mainly grown in rain
fed areas that receives heavy annual rainfall. That is why it is fundamentally a kharif crop in
india. It demands temperature of around 25 degree Celsius and above and rainfall of more than
100 cms. Rice is also grown through irrigation in those areas that receives comparatively less
rainfall. Rice is the staple food of eastern and southern parts of India.
There are main five brands in India which are available nationwide. Out of the total rice
consumption 60% is unbranded rice and 40% is branded rice. The scope of branded rice is
increasing as consumers are moving towards branded products than local brands.
As the tradition of joint family is decreasing and families are becoming nuclear the
consumption pattern also changes. Consumers prefer 1kg, 5kg pack more than 10kg pack.
The increasing demand for packed rice leads branded rice to increase there market share as
the branded rice is well packed, hygiene and easy to carry. The quality of packed rice is
superior than loose rice.
This study enables the Rice industry to understand the behavior of consumer towards purchase
of rice. The need and requirement of each consumer is different. What attributes are considered
by the consumers while purchasing rice provided by different brands in the markets of DelhiNCR. For all these findings a survey was conducted with sample size of 200 respondents.
Page 38 of 74
CHAPTER-3
RESEARCH
METHODOLOGY
Page 39 of 74
3.1 Purpose of the Study

This study will help the company to understand, how a consumer selects, interprets the Quality
of rice offered by different brands. The deeper the company understands the consumers taste
and preferences, the earlier the product is introduced ahead of competition, the greater the
expected contribution margin.
3.2 Research Objectives of the Study

1. To conduct SWOT analysis for KRBL Ltd.
2. To study the consumers behavior towards Basmati Rice.
3. To assess the impact of various promotional schemes and offers provided on branded
rice to consumers.
4. To investigate the brand preference among different zones of Delhi-NCR.
3.3 Research Methodology of the study

3.3.1 Research Design
In this study exploratory cum descriptive research has been used.
3.3.2 Data Collection Techniques

The data collection technique used in the project is a Questionnaire which was filled by the
customers purchasing grocery at various places in Delhi-NCR.
Offline survey was used to carry out the research.
3.3.2.1 Drafting a Questionnaire

As the questionnaire is self-administrated one, the survey is kept simple and user friendly.
Words Used in questionnaire are readily understandable to all respondent. Also technical
jargons are avoided to ensure that there is no confusion for respondents.
In addition to that, analysts of social and economic change consider secondary data essential,
since it is impossible to conduct a new survey that can adequately capture past change and
development.
3.3.3 SAMPLE DESIGN

The data used here is collected by primary sources.
Primary data: it is collected with the help of a self-administered questionnaire. The
questionnaire aims to gather information related to various Branded Rice.
Page 40 of 74
3.3.3.1
Population
A total of 200 consumers were surveyed in and around Delhi- NCR and respondents were
asked to participate in the survey.
3.3.3.2 Sample Size

Sample universe
Rice Consumers
Sample Population
Delhi-NCR
Sampling technique
Non-probability:- convenient
sampling procedure
231 people were asked to fill up the
Sample size
questionnaire out of which 200 completed

in all respect.
Research instrument
Questionnaire
3.3.3.3 Sampling Method

Non-Probability Sampling Procedure: selection based on the subjective judgement of the
researcher, rather than random selection.
3.3.4Methods of Data Collection

The project report is a quantitative research based on primary data. Secondary data is also used
to carry out the research in an effective way.
3.3.4.1 Instrument for Data Collection

A structured non-disguised questionnaire has been prepared to get the relevant information
from the respondents. The researcher has used questionnaire with the support & cooperation
of the customers, who are grocery purchasers.
3.3.4.2 Questionnaire
1. Questionnaires was designed simple and clear, with targeted sections and questions to
maximize return rates.
2. Close ended questionnaire has been used.
Page 41 of 74
3.3.5 Limitations
Conducting research in the market is not as simple. Following are the few limitations of
research:
3.3.5.1. People unawareness: People are mostly aware about big brands only.
3.3.5.2. Channel management: The problems of channel management affect the service
as well as the cost aspect. The existent market structure consists of primary market and retail
sales outlets.
3.3.5.3. Busy schedule: people have no time for the survey and to fill the questionnaire
some most of the people think it is wastage of time.
3.3.5.4. Less data: data found of the secondary sources is very less because no company
dont want to disclose their key figures and marketing plans.
3.3.5.5. Accuracy: It is difficult to know if all the respondents gave accurate information,
some respondents tend to give misleading information.
Page 42 of 74
CHAPTER- 4
ANALYSIS &
INTERPRETATION
Page 43 of 74
The primary data collected has been sorted, classified and tabulated in a format and
analysed by using Pivot Tables and Graphs in MS-EXCEL.
The SWOT analysis of KRBL Ltd. was done to analyse the strength, weakness, opportunity
and threat for the company.
SWOT ANALYSIS
Strength
Weakness
KRBL Ltd. has a strong network all over India is very versatile country. Different
India. It provides wide range of Rice that religions, languages and traditions are
covers all the segments.
followed. At every state and city KRBL
14 brands and 132 different variants are Ltd. has to face unhealthy competition
provided to fulfil the needs of each from local traders. It is difficult for One
customer.
brand to maintain this Gap.
Opportunity
Threat
There is a wide scope of growth in Due to huge profit margins retailers

Branded Rice industry as 60% is still promote more of loose rice than packed
unbranded rice.
rice.
Consumers have less knowledge about
rice quality and retailers make benefits of
this at the time of market fluctuations.
Page 44 of 74
To study the consumers behaviour towards Basmati Rice.

Quality of Rice Preferred
Monthly
Budget Spent
on Household
Goods
2000-4000
4000-6000
6000-8000
More Than 8000
Grand Total
Basmati Basmati/Brown
Brown
Non-Basmati
Rice
(Sugar Free)
7
14
61
78
160
2
4
6
1
6
4
11
2
4
11
6
23
Grand
Total
9
19
80
92
200
Table 4.1 Count Basis - Table showing consumers behaviour towards quality of rice preferred
according to the monthly budget spent on household goods.
Table 4.2 Percentage basis- consumers behaviour towards quality of rice preferred according
to the monthly budget spent on household goods.
Percentage of
Grand Total
Monthly
Brown
Non-Basmati Grand Total
Budget Spent
Rice
(Sugar
on Household
Free)
Goods
2000-4000
3.50%
0.00%
0.00%
1.00%
4.50%
4000-6000
7.00%
0.00%
0.50%
2.00%
9.50%
6000-8000
30.50%
1.00%
3.00%
5.50%
40.00%
More Than 8000 39.00%
2.00%
2.00%
3.00%
46.00%
Grand Total
80.00%
3.00%
5.50%
11.50%
100.00%
Page 45 of 74
30.50%
39.00%
M O N T H LY B U D G E T S P E N T O N H O U S E H O L D G O O D S & Q U A L I T Y
O F R IC E P R E F E R RE D
Basmati
2 0 0 0 - 4 0 00
4 0 0 0 - 6 0 00
6 0 0 0 - 8 0 00
3.00%
2.00%
Brown(Sugar Free)
2.00%
5.50%
3.00%
1.00%
2.00%
0.50%
0.00%
7.00%
1.00%
0.00%
0.00%
3.50%
Basmati/Brown Rice
Non-Basmati
M O RE THAN 8 0 0 0
Figure No.4.1 Graph showing the relationship between monthly budget spent on household
goods and quality of rice preferred.
Interpretation
For this Monthly Budget spent on household goods was categorised into 4 segments.
1. 2000-4000 3.5% (7 out of 200 respondents) wants to have Basmati Rice and 1.0%
(2 out of 200 respondents) wants to have Non- Basmati Rice. Consumers falling under
this category do not want to have Brown Rice as either they are not health conscious
or the price of Brown Rice is much higher as compared to white rice.
2. 4000-6000 7.0% (14 out of 200 respondents) wants to have Basmati Rice. 0.50% (1
out of 200 respondents) wants to have Brown Rice, and 2.0% (4 out of 200
respondents) wants to have Non- Basmati Rice. In this category the percentage of
Brown Rice and Non- Basmati Rice consuming customers is higher than the first
category.
3. 6000-8000 30.5% (61 out of 200 respondents) wants to have Basmati Rice. 1.0% (2
out of 200 respondents) wants to have both Basmati as well as Brown rice. 3.0% (6
out of 200 respondents) wants to have only Brown rice. 5.5% (11 out of 200
respondents) wants to have Non- Basmati rice.
4. More than 8000 39% (78 out of 200 respondents) wants to have Basmati Rice. 2.0%
(4 out of 200 respondents) wants to have both Basmati as well as Brown Rice. 2.0%
(4 out of 200 respondents) wants to have only Brown Rice. 3.0% (6 out of 200
respondents) wants to have Non- Basmati Rice. Highest Basmati Rice consumers fall
under this category.
Analysis
Page 46 of 74
From the above chart and figure it can be analysed that in each segment Basmati Rice
consumption is more as compared to the other qualities of rice because basmati has an
excellent taste and aroma. Though the price of basmati is higher as compared to other qualities
but still consumers prefer this more. Brown rice consumers are lesser in number because
consumers are less health conscious and give importance to taste over health. Overall Basmati
Rice consumption is 80% (i.e. 160 out of 200 respondents) as compared to Non-Basmati which
is 11.5% (23 out of 200 respondents) and Brown Rice which is 5.5% (11 out of 200
respondents). 3% (6 out of 200 respondents) are those consumers who prefer both Basmati as
well as Brown Rice.
Preference of consumers towards packed rice or loose rice on the basis of monthly budget
spent on household goods.
Table 4.3 Count basis- table showing preference of consumers towards packed rice or loose rice.
Monthly Budget Spent on
Household Goods
2000-4000
4000-6000
6000-8000
More Than 8000
Grand Total
Purchase Packed Rice or Loose Rice

Loose Rice
Packed Rice
5
8
27
21
61
4
11
53
71
139
Grand
Total
9
19
80
92
200
Table 4.4 Percentage basis- table showing preference of consumers towards packed rice or loose
rice.
Percentage of Grand Total
Monthly Budget Spent on
Household Goods
2000-4000
4000-6000
6000-8000
More Than 8000
Grand Total
Purchase Packed Rice or Loose Rice

Loose Rice
Packed Rice
2.50%
4.00%
13.50%
10.50%
30.50%
2.00%
5.50%
26.50%
35.50%
69.50%
Grand Total
4.50%
9.50%
40.00%
46.00%
100.00%
Page 47 of 74
2 0 0 0 - 4 0 00
10.50%
5.50%
4.00%
2.00%
2.50%
13.50%
26.50%
35.50%
P R E F E RE NC E O F PAC KE D R IC E O R LO O S E R IC E O N T HE B AS IS
O F M O N T HLY B UD G E T S P E N T O N HO US E HO LD G O O D S
4 0 0 0 - 6 0 00
6 0 0 0 - 8 0 00
Loose Rice
Packed Rice
M O RE THAN 8 0 0 0
Figure No.4.2 Graph showing consumer preference of packed rice or loose rice on the basis
of monthly budget spent on household goods.
Interpretation
For this monthly budget spent on household goods was categorised into four segments.
1. 2000-4000 2.50% (5 out of 200 respondents) prefer to have loose rice. 2.0% (4 out
of 200 respondents) prefer to have packed rice.
2. 4000- 6000 4.0% (8 out of 200 respondents) prefer to have loose rice. 5.5% (11 out
of 200 respondents) prefer to have packed rice.
3. 6000-8000 13.5% (27 out of 200 respondents) prefer to have loose rice. 26.5% (53
out of 200 respondents) prefer to have packed rice.
4. More than 8000 10.5% (21 out of 200 respondents) prefer to have loose rice. 35.5%
(71 out of 200 respondents) prefer to have packed rice.
Analysis
From the above table and graph it can be analysed that people are moving towards packaged
rice rather than loose rice. Packaged rice sells under registered brand names. Hence, there is
assurance of compliance with the prevalent laws and quality certifications. Loose rice is more
susceptible to adulteration and can carry a host of pathogens and bacteria. This shows that
consumers are becoming more health conscious thats why they prefer more packed rice over
loose rice.
Page 48 of 74
Overall the Demand for Packed rice is more than loose rice. As out of 200 respondents 139
respondents (69.5%) prefer packed rice and rest 61 respondents (30.5%) prefer loose rice.
Monthly Budget Spent

on Household Goods
2000-4000
4000-6000
6000-8000
More Than 8000
Grand Total
Location Preferred to Purchase Rice

Malls
Online
Retailers/Kirana Shop
(Modern Trade)
(General Trade)
1
1
7
4
15
31
4
45
30
3
59
66
8
126
Grand Total
9
19
80
92
200
Location preferred by the consumers to purchase rice according to the monthly budget spent
on household goods.
Table 4.5 Count basis- table showing location preferred by consumers to purchase rice.
Table 4.6 Percentage basis- table showing location preferred by consumers to purchase rice.
Percentage of Grand
Location Preferred to Purchase Rice
Total
Monthly Budget Spent
Malls
Online Retailers/Kirana Shop
Grand Total
on Household Goods
(Modern Trade)
(General Trade)
2000-4000
0.50%
0.50%
3.50%
4.50%
4000-6000
2.00%
0.00%
7.50%
9.50%
6000-8000
15.50%
2.00%
22.50%
40.00%
More Than 8000
15.00%
1.50%
29.50%
46.00%
Grand Total
33.00%
4.00%
63.00%
100.00%
Page 49 of 74
15.00%
Malls(Modern Trade)
4 0 0 0 - 6 0 00
Retailers/Kirana Shop(General Trade)

1.50%
0.00%
7.50%
Online
2.00%
2 0 0 0 - 4 0 00
2.00%
3.50%
0.50%
0.50%
15.50%
22.50%
29.50%
LO C AT IO N P R E F E R RE D B Y C O N S UME R S T O P UR C HAS E R IC E
6 0 0 0 - 8 0 00
M O RE THAN
8000
Figure No.4.3 Graph showing location preferred by consumers to purchase rice.
Interpretation
To interpret which budget group consumers prefer which location, we have divided the income
group into four segments1. 2000-4000 0.5% (1 out of 200 respondents) prefer to purchase rice from malls. 0.5%
(1 out of 200 respondents) prefer to purchase rice online. 3.5% (7 out of 200
respondents) prefer to purchase rice from retailers/ kirana stores.
2. 4000-6000 2.0% (4 out of 200 respondents) prefer to purchase rice from malls. In
this segment no one is interested in online purchase. 7.5% (15 out of 200 respondents)
prefer to purchase rice from retailers/ kirana stores.
3. 6000-8000 15.50% (31 out of 200 respondents) prefer to purchase rice from malls.
2.0% (4 out of 200 respondents) prefer to purchase rice online. 22.50% (45 out of 200
respondents) prefer to purchase rice from retailers/ kirana stores.
4. More than 8000 15.0% (30 out of 200 respondents) prefer to purchase rice from
malls. 1.50% (3 out of 200 respondents) purchase rice online. 29.50% (59 out of 200
respondents) purchase rice from retailers/ kirana stores.
Analysis
Page 50 of 74
From the above table and graph it can be analysed that consumers are more comfortable with
traditional method of purchasing that is purchasing rice through Retailers/ Kirana stores. Very
less prefer online purchase as online purchase does not provide the feel of touch which is
considered as most important factor while purchasing Rice. As without touching the rice
consumers does not interpret about what quality of rice is this. Few consumers prefer to
purchase rice form Malls (Modern Trade).
Overall 126 out of 200 respondents (63%) prefer the traditional method of purchasing rice that
is through Retailers/ Kirana stores. 66 out of 200 respondents (33%) prefer to purchase rice
from malls (Modern Trade). 8 out of 200 respondents (4%) prefer to purchase rice online.
Page 51 of 74
Relationship between quality of rice and different regions of Delhi-NCR.

Table 4.7 Count basis- table showing relationship between quality of rice and different
regions of Delhi.
Different Zones of Delhi
Basmati
CENTRAL DELHI
EAST DELHI
NORTH DELHI
OUTSIDE DELHI
SOUTH DELHI
WEST DELHI
Grand Total

Basmati/Brown
Brown
Rice
(Sugar Free)
3
10
100
12
14
21
160
1
9
1
11
Non-Basmati
Grand
Total
4
12
132
14
16
22
200
1
1
17
1
2
1
23
Table 4.8 Percentage basis- table showing relationship between quality of rice and different
regions of Delhi.
Percentage of
Grand Total
Different Zones of
Delhi
CENTRAL DELHI
EAST DELHI
NORTH DELHI
OUTSIDE DELHI
SOUTH DELHI
WEST DELHI
Grand Total

Rice
1.50%
0.00%
5.00%
0.00%
50.00%
3.00%
6.00%
0.00%
7.00%
0.00%
10.50%
0.00%
80.00%
3.00%
Brown
Non-Basmati
(Sugar Free)
0.00%
0.50%
0.50%
0.50%
4.50%
8.50%
0.50%
0.50%
0.00%
1.00%
0.00%
0.50%
5.50%
11.50%
Grand
Total
2.00%
6.00%
66.00%
7.00%
8.00%
11.00%
100.00%
50.00%
Q UALIT Y O F R IC E P R E F E RR ED B Y D IF F E R EN T R E G IO NS O F
D E LHI
O UTS I DE
DELHI
S O UTH
DELHI
10.50%
0.00%
0.00%
0.50%
3.00%
4.50%
8.50%
N O RTH
DELHI
7.00%
0.00%
0.00%
1.00%
EAS T DELHI
6.00%
0.00%
0.50%
0.50%
C EN TRAL
DELHI
5.00%
0.00%
0.50%
0.50%
1.50%
0.00%
0.00%
0.50%
Basmati
Basmati/Brown Rice
Brown(Sugar Free)
Non-Basmati
W ES T DELHI
Figure No.4.4 Graph showing quality of rice preferred by different regions of Delhi.
Page 52 of 74
Interpretation
Delhi- Capital of India, one of the most densely populated union territory.
To conduct a survey in Delhi-NCR, it has been divided into six zones- Central Delhi, East
Delhi, North Delhi, Outside Delhi, South Delhi, and West Delhi.
1. Central Delhi 1.5% (3 out of 200 respondents) prefer to have Basmati Rice. 0.5% (1
out of 200 respondents) prefer to have Non- Basmati Rice. In Central Delhi the
preference for Brown Rice is almost null.
2. East Delhi 5.0% (10 out of 200 respondents) prefer to have Basmati Rice. 0.5% (1
out of 200 respondents) prefer to have Brown Rice. 0.5% (1 out of 200 respondents)
prefer to have Non- Basmati Rice.
3. North Delhi 50% (100 out of 200 respondents) prefer to have Basmati Rice. 3% (6
out of 200 respondents) prefer to have both Basmati as well as Brown Rice. 4.5% (9
out of 200 respondents) prefer to have only Brown Rice. 8.5% (17 out of 200
respondents) prefer to have Non- Basmati Rice.
4. Outside Delhi 6% (12 out of 200 respondents) prefer to have Basmati Rice. 0.5% (1
out of 200 respondents) prefer to have Brown Rice. 0.5% (1 out of 200 respondents)
prefer to have Non- Basmati Rice.
5. South Delhi 7% (14 out of 200 respondents) prefer to have Basmati Rice. 1% (2 out
of 200 respondents) prefer to have Non- Basmati Rice.
6. West Delhi 10.5% (21 out of 200 respondents) prefer to have Basmati Rice. 0.5% (1
out of 200 respondents) prefer to have Non- Basmati Rice.
Analysis
From the above chart and graph it can be analysed that overall Basmati Rice preference is
more as compared to other variants of rice. 80% (160 out of 200 respondents) prefer Basmati
Rice. 3% (6 out of 200 respondents) prefer both Basmati as well as Brown Rice. 5.5% (11 out
of 200 respondents) prefer Brown Rice and 11.5% (23 out of 200 respondents) prefer to have
Non- Basmati Rice.
Page 53 of 74
Page 54 of 74
Brands preferred by different Budget Groups.

Table 4.9 Count basis- table showing brand preference by consumers on the basis of monthly
Monthly Budget
Spent on Household
Goods
2000-4000
4000-6000
6000-8000
More Than 8000
Grand Total
Daawat
2
3
12
12
29
Different brands of Rice

India
Kohinoor
Lal
Other
Gate
Quila/Lal
Brand
Mahal
3
3
1
10
2
3
1
45
10
8
5
60
7
9
4
118
22
20
11
Grand
Total
9
19
80
92
200
Table 4.10 Percentage basis- table showing brand preference by consumers on the basis of
monthly budget spent on household goods.
Percentage of Grand
Total
Monthly Budget
Spent on Household
Goods
2000-4000
4000-6000
6000-8000
More Than 8000
Grand Total
Different Brands of Rice

Daawat
India
Gate
Kohinoor
1.00%
1.50%
6.00%
6.00%
14.50%
1.50%
5.00%
22.50%
30.00%
59.00%
Lal
Quila/Lal
Mahal
0.00%
1.50%
4.00%
4.50%
10.00%
1.50%
1.00%
5.00%
3.50%
11.00%
Other
Brand
Grand
Total
0.50%
0.50%
2.50%
2.00%
5.50%
4.50%
9.50%
40.00%
46.00%
100.00%
22.50%
30.00%
B R AN D S P R E F E R RE D B Y C O N S UME R S O N T HE B AS IS O F
MO N T HLY B UD G E T S P E N T O N HO US E HO LD G O O D S
Daawat
India Gate
2 0 0 0 - 4 0 00
4 0 0 0 - 6 0 00
4.50%
Lal Quila/Lal Mahal

2.00%
3.50%
6.00%
4.00%
6 0 0 0 - 8 0 00
2.50%
5.00%
6.00%
1.50%
0.50%
5.00%
1.00%
1.50%
0.50%
1.50%
0.00%
1.50%
1.00%
Kohinoor
Other Brand
M O RE THAN 8 0 0 0
Figure No.4.5 Graph showing different brands preferred by consumers on the basis of monthly
Page 55 of 74
Interpretation
For this Monthly Budget spent on household goods was categorised into 4 segments.
1. 2000-4000 1% (2 out of 200 respondents) prefer to have Daawat Rice and 1.5% (3
out of 200 respondents) prefer to have India Gate Rice.1.5% (3 out of 200 respondents)
prefer to have Kohinoor Rice. 0.5% (1 out of 200 respondents) prefer to have other
brands. In this category no one prefer Lal Quila/Lal Mahal Rice.
2. 4000-6000 1.5% (3 out of 200 respondents) prefer to have Daawat Rice. 5% (10 out
of 200 respondents) prefer to have India Gate Rice, and 1.0% (2 out of 200
respondents) prefer to have Kohinoor Rice. 1.5% (3 out of 200 respondents) prefer to
have Lal Quila/Lal Mahal Rice. 0.5% (
1 out of 200 respondents) prefer to have
other brands.
3. 6000-8000 6% (12 out of 200 respondents) prefer to have Daawat Rice. 22.5% (45
out of 200 respondents) prefer to have India Gate Rice, and 5% (10 out of 200
respondents) prefer to have Kohinoor Rice. 4% (8 out of 200 respondents) prefer to
have Lal Quila/Lal Mahal Rice. 2.5% (5 out of 200 respondents) prefer to have other
brands.
4. More than 8000 6% (12 out of 200 respondents) prefer to have Daawat Rice. 30%
(60 out of 200 respondents) prefer to have India Gate Rice, and 3.5% (7 out of 200
respondents) prefer to have Kohinoor Rice. 4.5% (9 out of 200 respondents) prefer to
have Lal Quila/Lal Mahal Rice. 2% (4 out of 200 respondents) prefer to have other
brands.
Analysis
From the above charts and graph it can be analysed that in each group India Gate Brand is
preferred more than other brands. The taste and varieties provided by this brand is
incomparable and unmatchable. India Gate Rice provides wide range of rice and it covers all
the segments in the society. From Rs.30 to Rs.200 per Kg it provides rice for each and every
segment in the society.
Page 56 of 74
To assess the impact of various promotional schemes and offers provided

on branded rice to consumers.
Table 4.11Count basis- table showing different schemes preferred by different consumers.
Scheme Preferred on Rice
Monthly Budget Buy One Get Buy One Kg
combo
other (blank)
Spent on
One Free
Get 25% extra
scheme
Household Goods
2000-4000
1
1
4
3
4000-6000
7
6
4
2
6000-8000
17
33
16
14
More Than 8000
31
41
12
1
7
Grand Total
56
81
36
1
26
Grand
Total
9
19
80
92
200
Table 4.12 Percentage basis- table showing different schemes preferred by different
Percentage of
Grand Total
Monthly Budget
Spent on
Household Goods
2000-4000
4000-6000
6000-8000
More Than 8000
Grand Total
Scheme Preferred on Rice

Buy One Get
One Free
Buy One Kg
Get 25% extra
combo
scheme
0.50%
3.50%
8.50%
15.50%
28.00%
0.50%
3.00%
16.50%
20.50%
40.50%
other
(blank)
2.00% 0.00%
1.50%
2.00% 0.00%
1.00%
8.00% 0.00%
7.00%
6.00% 0.50%
3.50%
18.00% 0.50% 13.00%
Grand
Total
4.50%
9.50%
40.00%
46.00%
100.00%
consumers.
15.50%
16.50%
20.50%
S C HE M E P R E F E R ED B Y D IF F E R E NT C US T O M E RS
combo scheme
0.50%
3.50%
8.00%
6 0 0 0 - 8 0 00
6.00%
4 0 0 0 - 6 0 00
7.00%
3.50%
3.00%
2.00%
0.00%
1.00%
2 0 0 0 - 4 0 00
Buy One Kg Get 25% extra
0.00%
0.50%
0.50%
2.00%
0.00%
1.50%
8.50%
Buy One Get One Free
other
(blank)
M O RE TH A N 8 0 0 0
Figure No.4.6 Graph showing scheme preferred by different consumers.

Page 57 of 74
Interpretation
Scheme is one way to attract consumer to purchase the product. There are different types of
schemes provided by the companies which force consumers to purchase the product.
Choice of scheme preference differ from consumer to consumer. To analyse this consumers
were categorised into different segments on the basis of there monthly budget expenditure
on household goods.
1. 2000-4000 0.5% (1 out of 200 respondents) prefer Buy one get one free scheme.
0.5% (1 out of 200 respondents) prefer buy one Kg get 25% extra free scheme. 2.0%
(4 out of 200 respondents) prefer combo scheme. 1.5% (3 out of 200 respondents) does
not prefer any scheme.
2. 4000-6000 3.5% (7 out of 200 respondents) prefer buy one get one free scheme.
3.0% (6 out of 200 respondents) prefer buy one Kg get 25% extra free scheme. 2.0%
(4 out of 200 respondents) prefer combo scheme. 1.0% (2 out of 200 respondents) does
not prefer any scheme.
3. 6000-8000 8.5% (17 out of 200 respondents) prefer buy one get one free scheme.
16.5% (33 out of 200 respondents) prefer buy one get 25% extra free scheme. 8.0%
(16 out of 200 respondents) prefer combo scheme. 7.0% (14 out of 200 respondents)
does not prefer any scheme.
4. More than 8000 15.5% (31 out of 200 respondents) prefer buy one get one free
scheme. 20.5% (41 out of 200 respondents) prefer buy one get 25% extra free scheme.
6.0% (12 out of 200 respondents) prefer combo scheme. 0.5% (1 out of 200
respondents) prefer other schemes. 3.5% (7 out of 200 respondents) does not prefer
any scheme.
Analysis
Among three schemes, most preferred scheme is buy one get 25% extra as 81 out of 200
respondents (40.5%) preferred this scheme. Second most preferred is buy one get one free
scheme as 56 out of 200 respondents (28%) preferred this scheme. 36 out of 200 respondents
(18%) preferred combo scheme. 26 out of 200 respondents (13%) does not prefer any scheme.
Page 58 of 74
To investigate the brand preference among different zones of Delhi-NCR.

Table 4.13 Count basis- table showing brand preference among different zones of Delhi.
Different Zones of Daawat

Delhi
CENTRAL DELHI
EAST DELHI
2
NORTH DELHI
20
OUTSIDE DELHI
3
SOUTH DELHI
1
WEST DELHI
3
Grand Total
29

India Gate Kohinoor Lal Quila/Lal
Mahal
1
2
1
7
2
78
13
14
6
3
1
10
3
1
16
1
1
118
22
20
Other
Brand
1
7
1
1
1
11
Grand
Total
4
12
132
14
16
22
200
Table 4.14 Percentage basis - table showing brand preference among different zones of
Delhi.
Percentage of Grand
Total
Different Zones of
Delhi
CENTRAL DELHI
EAST DELHI
NORTH DELHI
OUTSIDE DELHI
SOUTH DELHI
WEST DELHI
Grand Total

Daawat
India Gate
Kohinoor
0.00%
1.00%
10.00%
1.50%
0.50%
1.50%
14.50%
0.50%
3.50%
39.00%
3.00%
5.00%
8.00%
59.00%
1.00%
0.00%
6.50%
1.50%
1.50%
0.50%
11.00%
Lal Quila/Lal Other Grand

Mahal
Brand
Total
0.50% 0.00%
2.00%
1.00% 0.50%
6.00%
7.00% 3.50%
66.00%
0.50% 0.50%
7.00%
0.50% 0.50%
8.00%
0.50% 0.50%
11.00%
10.00% 5.50% 100.00%
39.00%
B R AN D S P R E F E R RE D B Y D IF F E R E NT PART S O F D E LHI
Daawat
O UTS I DE
DELHI
S O UTH
DELHI
1.50%
8.00%
0.50%
0.50%
0.50%
6.50%
7.00%
3.50%
10.00%
N O RTH
DELHI
0.50%
5.00%
1.50%
0.50%
0.50%
EAS T DELHI
Kohinoor
1.50%
3.00%
1.50%
0.50%
0.50%
C EN TRAL
DELHI
1.00%
3.50%
0.00%
1.00%
0.50%
0.00%
0.50%
1.00%
0.50%
0.00%
India Gate
Lal Quila/Lal Mahal
Other Brand
W ES T DELHI
Figure No.4.7 Graph showing brands preference by different regions of Delhi

Page 59 of 74
Interpretation
Delhi was sub-divided into six different zones.
1. Central Delhi 0.5% (1 out of 200 respondents) prefer to have India Gate rice. 1% (2
out of 200 respondents) prefer to have Kohinoor Rice and 0.5% (1 out of 200
respondents) prefer to have Lal Quila/ Lal Mahal Rice.
2. East Delhi 1% (2 out of 200 respondents) prefer to have Daawat Rice. 3.5% (7 out
of 200 respondents) prefer to have India Gate Rice. 1% (2 out of 200 respondents)
prefer to have Lal Quila/Lal Mahal Rice. 0.5% (1 out of 200 respondents) prefer other
brands.
3. North Delhi 10% (20 out of 200 respondents) prefer to have Daawat Rice. 39% (78
out of 200 respondents) prefer to have India Gate Rice. 6.5% (13 out of 200
respondents) prefer to have Kohinoor Rice. 7% (14 out of 200 respondents) prefer to
have Lal Quila/ Lal Mahal Rice. 3.5% (7 out of 200 respondents) prefer other brands.
4. Outside Delhi 1.5% (3 out of 200 respondents) prefer to have Daawat Rice. 3.0% (6
out of 200 respondents) prefer to have India Gate Rice. 1.5% (3 out of 200 respondents)
prefer to have Kohinoor Rice. 0.5% (1 out of 200 respondents) prefer to have Lal
Quila/Lal Mahal Rice. 0.5% (1 out of 200 respondents) prefer other brands.
5. South Delhi 0.5% (1 out of 200 respondents) prefer to have Daawat Rice. 5% (10
out of 200 respondents) prefer India Gate Rice. 1.5% (3 out of 200 respondents) prefer
to have Kohinoor Rice. 0.5% (1 out of 200 respondents) prefer to have Lal Quila/Lal
Mahal Rice. 0.5% (1 out of 200 respondents) prefer other brands.
6. West Delhi 1.5% (3 out of 200 respondents) prefer to have Daawat Rice. 8% (16 out
of 200 respondents) prefer to have India Gate Rice. 0.5% (1out of 200 respondents)
prefer to have Lal Quila/Lal Mahal. 0.5% (1 out of 200 respondents) prefer to have
other brands.
Analysis
From the above chart and graph it can be analysed that all over Delhi- NCR region India Gate
Rice is preferred more than other brands. The sample size covered in North Delhi is more than
other zones of Delhi. But overall the brand preferred by customers is India Gate because of its
incomparable Taste and Quality.
Page 60 of 74
CHAPTER-5
FINDINGS &
SUGGESTIONS
Page 61 of 74
5.1 Findings of the Study

The results of the study revealed that
The scope of growth in this industry is very much. The industry of branded basmati
rice is growing with a pace of 15% annually.
According to the survey conducted consumers are moving towards packed rice than
loose rice. There is a shift in consumers preference from loose rice to packed rice as
69.5% (139 out of 200 respondents) prefer to have packed rice than loose rice.
The change in family size from joint family to nuclear family also affected the demand
for rice. As the family size are decreasing the consumption pattern also changes.
Nuclear families prefer small packs rather than bulk packs, also both the husband and
wife are working the preference for small packs is more.
On an average the consumer in Delhi-NCR spends Rs.50-Rs.90 per Kg on Rice.
While buying branded rice the consumer first looks at the packaging of the product
then its price mentioned on the pack and then it considers the quality of the product.
If the quality is satisfied then re-purchase is conducted else the consumer shift from
current brand to another brand.
Page 62 of 74
5.2 Recommendations or SuggestionsConsidering the findings, the present study recommends that
Rice industry is very old industry and one of the major unorganised sector. The scope
for growth in this industry is very much.
One of the major requirements in this industry is to educate the customer about the
product. For instance, in case of namkeen industry the selling of loose namkeen has
been abolished up to great extent. Now the consumer prefer to buy only packed
namkeen. Similarly in Rice, the consumer must be aware about packed rice and the
need to purchase packed rice rather loose rice.
In this industry the scheme preference in not so much required. As on FMCG products
the scheme preference is not required.
To increase the growth, the retailer margin should be reduced.For instance the
company provides product to retailer at Rs.100 and MRP on that is 150/, 200/-, 250/-,
so the Retailer margin gap is more which is negative for the growth.
One major reason for success of KRBL Ltd. is that KRBL believes in more distribution
strategy to penetrate market. KRBL provides it products to distributors, distributors
supply directly to retailers and end consumers.No wholesaler or middle men
involvement is this channel.
Page 63 of 74
CHAPTER-6
CONCLUSION
Page 64 of 74
6.1 Conclusion
This study titled A Study on Consumers Perception towards Branded Rice with
reference to KRBL LTD. enables the Rice industry to understand the behaviour of
consumer towards purchase of rice. The need and requirement of each consumer is different.
What attributes are considered by the consumers while purchasing rice provided by different
brands in the markets of Delhi-NCR. For all these findings a survey was conducted with
sample size of 200 respondents.
Rice is a staple product and number of brands are available in the market. Consumer prefer
those brands which provide unmatched quality with incomparable price. Consumer also prefer
Basmati quality the most.
Brand preference is based on companys image. The leading brand in Delhi-NCR is India
Gate. It is so because it provides 14 brands with 132 different variants fulfilling the needs of
each segment in the society. It provides rice starting from Rs.35 per Kg till Rs.200 per Kg.
With this KRBL Ltd. covers all the segments of the society.
The scope of growth in this industry is more as the preference of branded rice is increasing as
compared to unbranded rice. The consumers are preferring more packed rice than loose rice.
Consumers also prefer small packing rather than large packing. Consumer purchasing habits
are not changing as they prefer to buy from retailers as compared to malls and online stores.
Page 65 of 74
BIBLIOGRAPHY
Page 66 of 74
6.2 Bibliography
This include the information pertaining with respect to the sources from where the data in
this project study is collected from. This list includes the following:
6.2.1 Journal
Bhattacharya, K. R., sowbhagya, C. M., & Swamy, Y. M. (1982). quality profiles of

rice: a tentative scheme for classification. journal of food science a publication of the
institute of food technologies, 47(2), 564-569.
Bhattacharjee, P., Singhal, R. S., & Kulkarni, P. R. (2002). Basmati Rice: a review.
Intenational journal of food science + technology, 37(1), 1-12.
Bornmark, & Hanna. (2006). A study to indicate the importance of brand awareness
in brand choice- a cultural perspective. Social and Behavioural Science, Law.
Kamath, S., Stephen, J. C., Suresh, S., Barai, B. K., Sahoo, A. K., Reddy, K. R., &
Bhattacharya, K. R. (2008). Basmati rice: its characteristics and identification. Journal
of the science of food and agriculture, 88(10), 1821-1831.
Suwannaporn, P., & Linnemann, A. (2008). Rice eating quality among different
consumers in different rice grain preference countries.
Minten, B., Reardon, T., & Sutradhar, R. (2010). Food prices and modern retail: the
case of Delhi. World Development, 38(12), 1775-1787.
Ahmad, & Haseen. (2012). The Performance of India's Food Grains Production: A pre
and post reform assessment. International Journal of Scientific and Research
Publications, 2(3).
Lalit, M. K., & Paramjeet, G. (2013). Purchase of branded commodity food products:
empirical evidence from India. British Food Journal, 115(9), 1255-1280.
Page 67 of 74
Mohan, B. C., & Sequeira, A. H. (2016). the impact of customer-based brand equity
on the operational performance of FMCG companies in India. IIMB Management
Review, 28(1), 13-19.
6.2.2 Websites:
www.krblrice.com
http://agricoop.nic.in/imagedefault1/Rice_Apr15.pdf
http://apeda.gov.in/apedawebsite/SubHead_Products/Basmati_Rice.htm
http://apeda.gov.in/apedawebsite/six_head_product/cereal.htm
http://farmer.gov.in/imagedefault/pestanddiseasescrops/rice.pdf
www.googlescholars.co.in
Page 68 of 74
ANNEXURES
Page 69 of 74
6.3 Annexure
6.3.1 Questionnaire
Scope of Branded Basmati Rice in Delhi-NCR

KRBL-SURVEY
1 Name
2
Profession
Address
Contact
Family member
What is your monthly budget spent on household goods?
2000-4000
5
4000-6000
More than 8000
Who is the decision taker regarding purchase of grocery in your family?
Husband
6000-8000
Housewife
other
What is your favorite staple product?
Atta
Rice
Other
Page 70 of 74
Which quality of rice do you prefer?
Basmati
Brown (Sugar Free)
What is the most important factor that matters while buying Rice?
Quality
Non- Basmati
Price
Availability
From where you like to purchase Rice?
Retailers/Kirana Shop (General Trade)
Malls (Modern Trade)
Online
10 How many times a week you cook Rice?

Daily
Once
Twice
other
11 How much quantity would you like to purchase for monthly consumption?
1kg
5kg
10kg
More than 10kg
12 Do you purchase packed rice or loose rice?

Packed
Loose Rice
13 How would you like to cook rice?

Plain Rice
Biryani Rice/ Pulao Rice
Other
14 If you use branded rice then which brand do you prefer?

India Gate
Daawat
Kohinoor
Lal Quila/Lal Mahal
Other Brand please specify

15 Would you like to try other brand?
Yes
No
16 If yes , __________________________________________________________
Page 71 of 74
Reason
17 Where you have listened about the particular brand?
Television
Newspaper
Friends
Internet
Other
18 How much money do you spent on rice in a month?
Below200
200-500
500-1000
above1000
19 Will you prefer scheme on rice?

Yes
No
20 If yes, which scheme you will prefer?

Buy One Get One Free
Buy One kg get 25% Extra
Combo Scheme
Other
21 When you cook the rice do you read the instructions (cooking tips)?
Yes
No
22 If yes, do you find the instructions (cooking tips) helpful ?

Yes
No
23 Suggestion (If any):
Page 72 of 74
6.3.2 Annexure The Company Feedback Form
Page 73 of 74
Page 74 of 74

Scope of Branded Basmati Rice in Delhi-Ncr

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Scope of Branded Basmati Rice in Delhi-Ncr

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A SUMMER TRAINING PROJECT REPORT

A Study on Consumers Perception towards Branded

Rice with Reference to KRBL LTD.

UNDER THE GUIDANCE OF:

Dr. Anil Kumar Goyal

RUKMINI DEVI INSTITUTE OF ADVANCED STUDIES

An ISO 9001:2008 Certified Institute

(Approved by AICTE, HRD Ministry, Govt. of India)

Certificate from Company......................ii

CHAPTER 2: LITERATURE REVIEW

2. 2 About The Topic

CHAPTER 3: RESEARCH METHODOLOGY

Purpose of the study

Research Objectives of the study

Research Methodology of the study

3. 3.1 Research Design

3.3.2 Data collection Techniques

3.3.3 Sample design

3.3.3.2 Sample size

3.3.3.3 Sampling method

3.3.4Method of Data Collection

CHAPTER 4: ANALYSIS & INTERPRETATION

CHAPTER- 5: FINDINGS & SUGGESTIONS

Table showing critical temperature for the development of

rice plant at different growth stages

Table showing characteristics of Basmati and non-basmati

Table showing the sowing/harvesting period of autumn,

winter and summer rice, region/state wise.

Table showing rice estimated for world

Table showing Indias trade flow for rice

Table showing MSP for Rice (Paddy)

Count basis- Table showing consumers behaviour

towards quality of rice preferred according to the monthly

Percentage basis- consumers behaviour towards quality of

rice preferred according to the monthly budget spent on

Count basis- Table showing preference of consumers

Towards packed rice or loose rice.

Percentage Basis- Table showing preference of consumers

Towards packed rice or loose rice.

Count basis- table showing location preferred by consumers to33

Percentage basis- table showing location preferred by33

Count basis- table showing relationship between quality of

Percentage basis- table showing relationship between

Count basis- table showing brand preference by consumers

Percentage basis- table showing brand preference by

Count basis- table showing different schemes preferred by

Percentage basis - table showing different schemes

Count basis- table showing brand preference among

Percentage basis- table showing brand preference among

Graph showing major rice producing countries

Graph showing major exporting countries of rice in the

Graph showing major rice importing countries in the

Graph showing major exporting destinations for

Chart showing total rice production in year 14-15

Chart showing the working of KRBL Ltd.

Graph showing the relationship between monthly

budget spent on household goods and quality of rice

Graph showing consumer preference of packed rice or

loose rice on the basis of monthly budget spent on

Graph showing location preferred by consumers to

Graph showing quality of rice preferred by different

Graph showing different brands preferred by consumers on37

Graph showing brands preference by different regions