CHAPTER I

INTRODUCTION
The project is entitled to study the impact of marketing mix on consumer purchase decision
at id new, Bangalore. The primary and a definitive point of the study is to recognize the
marketing techniques and strategies received inside the organization for exhibiting their
products in Bangalore market .The point of this study was to know the impacts of 7P
marketing mix factors, which comprises of product, price, place, promotion, people, physical
evidence and process, on buying choice of consumers, in deciding fitting marketing system
of ID new Food. The outcome investigation demonstrated that the most persuasive
marketing mix variable was cost i.e. price with the odd pricing as the best technique to
expand the buying decision of Malang apples consumers at ID new Food.

Present day's organizations are increasingly worried on individual buyer conduct. It

encourages them to yield data about how the consumers think, feel and pick their products.
Each individual is a consumer. Consumer conduct or behavior is the investigation of the
procedures, included when individual or group select, buy, use, or discard the product,
service, ideas or experience to fulfill needs and wants (Michael R.Solomon, 1998,). The
expanded perspective of consumer grasp substantially more than the investigation of why
and what buyer purchase, yet in addition focuses around how marketer impact customers
and how buyers utilize the items and services.

Customers are in an intense spot. People have presented to various windows of information
and varieties of products; numerous extraordinary arrangements of choices and alternatives
are accessible in the market place which motivates their purchase decision. Anyway the
interpretation and decision making is diverse among individuals and furthermore is affected
by internal consumer conduct (observation, attitude, and motivation) and outside elements
(family jobs, peer impact and group impact).

Super market is one of an intriguing zone for the study, where features of consumer
behavior can be seen without much stretch. Concentrating on food products, which are
required by the consumers in regular routine, give the feeling that the consumers have little
idea in purchasing other products like clothes, cell phones and vehicles. In any case,
purchasers are presented to variety of food product types which is diversified in value,
quality, packages and size. While an individual does his shopping on a regular Sunday
morning, he enters the neighborhood grocery store with a basket on hands, scans for an
cereal box, he gets one, looks at the box cautiously, returns it back to the rack; in the end,
he grabs the other box lies by it; it takes him two seconds... Anyway, what induce customers
on randomly or purposefully choosing food items? What choose them to purchase or not to
purchase? The investigation of consumer behavior will clarify such kind of purchasing
conduct. Besides consumer and producer behavior is in truth a progressing procedure, not
only shows the connection among consumer and producers at the time of procurement, but
it incorporates different stages in the utilization procedure: pre purchase issue, purchase
issues and post purchase issues.

There are two points of view on consumer research ought to be talked about, which are two
kind of methodologies: Positivist methodology and interpretive methodology. While positive
methodology (now and then called modernism) emphasis that human reason is preeminent
and there is a solitary, objective truth that science can find; in interpretive methodology (or
purported postmodernism), the interpretive emphasizes the essential symbolic, emotional
experience and the possibility that, significance is in the mind of the individual . In other
word people develop their very own meaning based on individual claim on unique and
shared social experience, in this manner there is no right or wrong answers. More critically,
research relationship in interpretive approach centers around intuitive, cooperative with
analyst being a piece of phenomenon under investigation.

Branding uncovered buyers in a broadened decisions and encourages organizations to give

one item in a branch out option to satisfy individual needs with various utilization behavior.
Organizations that are not fortunate to offer mass products are compelled to turn their face
over to private id fresh, which are new group of products setting up by the retailers own
product line or facility. However, some effective players would not pass up on the
opportunity taking points of interest of launching their iD fresh: "Having own brands implies
that we can move proportionate items at a lower cost and still have a superior margin.
Furthermore we have control over our products. We settle on their content and it is we who
handle their promoting, not the producers.
The idea of national brands, and the food products of id fresh has rise among retailers. Also,
they are more than ever always battling in the wild fights in the hope for picking up and
keeping their shares of the overall industry. This urges retailers to take actions in attempts
to limit "cannibalization", to build up their very own competitive advantage. They endeavor,
by handy works on, building diverse picture and customer advantage of the brand,
estimating, or launching their very own brand as the reality seems to be. id new can be
undeniably more productive than selling nationally advertised brand.

INDUSTRY PROFILE: FOOD AND BEVERAGE INDUSTRY

The point of the present marketing is to fulfill the target customer’s needs better or superior
to their competitors. This objective guarantees survival of the organizations in the market
field. For this reason organizations receive various strategies. In that they are spending a lot
of fund for their promotional activities just as paying a good looking pay to their marketing
work force. On the other hand organizations comprehend their buyer’s behavior. These
fields of studies address indicate people, groups and organizations select, purchase, use and
dispose of products, service, idea or experiences to satisfy their requirements and wants.
Understanding consumer’s conduct and knowing loyal consumers are never an easy task.
Consumers may express their requirements and wants however they act generally. They
may not be in contact with their profound inspirations. They may react to impact that alter
their opinion ultimately. Because of this increasing decision maker, who needed to swing to
outline statistics and to social hypothesis, are spending more cash and effort today than any
other time in recent memory to understand, why they purchase? How would they
purchase? The initial two inquiries identify with moderately plain parts of purchaser
behavior, and can be found out about through direct observation and interviewing. But in
any case, revealing why individuals purchase is a very troublesome assignment. The
appropriate response will in general change with the investigators behavioral structure of
reference. As such this study tries to clarify the impact of marketing mix on brand
dependability of Id fresh consumers. With opening of the A9 course, various brands of
different products are accessible in Id fresh and different promotion strategies and modes
are utilized to catch customers. On the other hand, in the publicizing side, News Papers, T.V
channels, postal and radio are working in quickened rates in making customer awareness.

The development of the food and beverage industry is impelled primarily by creating
nations, such as, India, China, and Brazil, as the economies of these countries enhance and
more individuals are lifted into the white collar class.

The development of the sustenance and drinks industry is impelled primarily by creating
nations, for example, India, China, and Brazil, as the economies of these countries enhance
and more individuals are lifted into the white collar class.

The worldwide food, beverage, and grocery industry was evaluated to be worth $7.8 trillion
in 2015, or around 10 percent of the world GDP, as indicated by Plunkett Research. The
worldwide packaged food industry was worth $2.5 trillion. In 2013, worldwide food exports
signified $1.43 trillion.

A famous foodie once said that the main thing that he adored superior to anything is
discussing food, is eating. Here, we simply need to take the second decision. Solet's chew on
facts and figures from the universe of food and drink.

The bigger picture, first. The worldwide food and beverage industry is comprised of
numerous sections, including groceries, oils and fats, nourishment added foods, functional
nourishments and refreshments, packaged foods, wellbeing and natural foods, canned
nourishment, baked food, child nourishment, animal food, soft drinks ,mixed beverages,
caffeinated beverages, and packaging.

The business is driven by consumer interest for progressively nutritious food and better
packaging, which additionally spurs innovation propels in the field. Today, purification, high
pressure processing, UV treatment, and nano innovation are impacting the business. A
worry for nature has prompted the utilization of more reused material for packaging.
PURPOSE OF THIS RESEARCH

This project is all about in depth analysis of the factors that influence the consumer
purchase decision of buying grocery products as well as fast moving consumer goods at Id
Fresh food. The research reveals the marketing strategies practiced by Id fresh in bringing
their customers as well as to retain them. Here in the suggestions for improving the
opportunities and product development is discussed.

Customers are price sensitive, yet it isn't generally the situation their utilizations are only
determined by price factors, especially in food consumption. A few researches carried out
with brand equity through the rebranding procedure. By the way there is no explicit
examination as for original FMCG food exploring insightful perceptions and buy choice of
consumers every day met items This proposal will go for researching the recognition and
mentality of customers toward the organization, which was assumed control by the notable
national retailer.

Branding : This study has taken the brand concepts and brand-related speculations so as to
dissect the effects of brand on purchaser mentalities and buying choices in connection to id
fresh; as the truth of the matter is brand is one of fundamental parts of extraneous signals
contributes altogether to buyer attitudes and their possible buying expectation. Brand can
be defined as a name or symbol, sign, or a pattern or a combination of all of them given by a
seller or a group of seller to differentiate them from other competitors prevailing in the
market. It is a form of identification given to a particular product that shows its level, range ,
status and power in the market.

Some of the branding strategies are discussed below:

Brand extension: The product line expansion, or brand expansion is taking an item with a
very much created brand picture and utilizing that brand name for another item either a
similar product classification or distinctive product classification. (Gitman & Laurence 2008).
By actualizing this technique, the organization object is to build its image value.

There are three brand techniques which can be recognized: Family brand name (otherwise
called umbrella branding), Individual brand name, and blend brand name (Jobber) Family
brand name demonstrates the brand name is utilized for all items, though singular brand
name does not recognize a brand with a specific organization. The blend of these two brand
building system: the family name of the organization and individual brand will encourage
gaining by the building strategy and permits singular brand name which end up with
recognizable and distinguishable (Jobber and Fahy)

Brand Equity: Brand value makes out of 4 resources: Brand mindfulness, Brand association,
Brand quality and Brand loyalty. Brand equity is of extraordinary significance to make up
competitive advantage for the organization. Brand value has noteworthy role in the
rebranding procedure; it’s appropriate use in expanding adequacy of executing rebranding
procedure to change the brand picture of Id crisp (Kata and Linda, 2012). As the ' 10 result,
solid brand equity on the specific market is a vital tool to enhance mark brand image (Kata
and Linda, 2012). As previously mentioned, a solid brand have more benefits while adopting
umbrella marking technique .The past observation by Aaker (1996) gave the whole way to
deal with measure brand equity. By the by, with the end goal of this study, it is applicable to
look at the component of brand association in detail. Different segments of brand equity
aside from brand recognition, won't be referenced in this part, on the other hand,
measurements from purchaser points of view, for example, perceived quality, brand
awareness, cost, risk associated will be examined in the further forthcoming segments.

Brand Awareness: Brand awareness is one vital segment of brand value which is at some
point under assessed. Customer familiarity with the brand alludes to the capacity to review,
perceive the brand in different circumstance and connection to the brand name, logo, etc to
specific relationship in memory. Not just brand awareness is of the primary components to
make brand value yet in addition it is a key component impacts customer observations and
mentalities. To some degree, products that have higher level of awareness are probably
going to result in higher sales in light of the fact that without awareness no correspondence
or exchange will be happened. Also, awareness makes an incredible relationship in buyer
recollections about the brand. Along these lines the dimension of awareness can be
estimated by the shopper capacity to review the brand in their mind. An approach to
analyze buyers brand awareness is concerning acknowledgment to ask "Have you ever
known about the brand X?” (Aaker, This technique mirrors the dimension the level at which
brand is in to purchaser mind and it is reasonable to assess buyer recognition of the Id fresh
in this study.
TOP 2018 TRENDS FOR FOOD AND BEVERAGE INDUSTRY
BUSINESSES

There are variety of chances for developing food and beverage industry , yet remaining over
rising advances like block chain, along with changing consumer preferences and increasing
costs, all while innovating , will be essential for any organization in this competitive market.
The major trends seen are discussed below:

Changing consumer Preference: Before consumers choose the products according to satisfy
their wants and needs. The physical benefits were more recognized. But now a days it is
being seen that the consumers are conscious about the brand they chose. They wanted to
know how it is prepared, where it is prepared what is included in it and who did it prepared.
They are keen in observing the labels attached with the products. If they didn’t find the
answers for the question they leave the choice of that product behind.

Food safety: Romaine lettuce reminds the importance of food safety. The consumers are
now a day more conscious about food safety .They wanted to know more about what they
eat that i.e., they wanted to know the ingredients of the food they consume. So the
company’s have a problem of transparency and for this they have to invest billions each
year to solve the food safety issues.

Uncertainty: Uncertain situations are common in the market place. The companies have to
take a lot of efforts to overcome this growing uncertainty. The tariffs and global trade are
coupled with rising costs. The company found it difficult to cope up with this changes. Rising
labor cost, planned interest rates and transportation truck drivers are some of the problems
faced now. This problem will lead to increased costs where in the consumers and grocery
stores can bare only so much of it. So it is the challenge for the companies to come up with
some innovative ideas to cope up with these costs and sustain in the market for a longer
run.

Innovation and Differentiation: In today’s market n numbers of choices are available for a
single product. Since the competitors are high the only choice for companies is to make
their own identity which attracts the consumers. For this purpose they have put some
innovative skills to differentiate their products from other. New packing and label designs
are the recent trends seen in the consumer market to get attraction for the particular
product.

CONSUMER PURCHASE BEHAVIOR

Consumer purchase decision is the total of a Consumer's frames of image, Preferences,

goals, and wants in regards to the Consumer's conduct in the Marketplace, when they go for
purchasing a Product or Service. The investigation of buyers conduct draws upon Social
science Disciplines of Anthropology, brain research, humanism, and Economics.

FACTORS AFFECTING CONSUMER BEHAVIOR

Customer conduct alludes each hindmost and out amongst of the Selection, Tolerating
Moreover Acknowledgement something like after-effects besides administrations for
account should abetment their necessities. There capacity contradictory frameworks
intrinsic at that point chump complete framework. Initially, those customer tries will
measure the obsolescent that things you might to will consume, following baldest the ice
figures hails over that forcefully included astounding utility. Following that then afterward
selecting the products, the customer makes an assess pertinent receptive accounts that
capability happen. Finally, the Individuals customer takes a lower leg for those people
insincerity expenses on things what’s included makes the convenience article such as which
things ought to consume up. Carried out there capability a support variables that plenty
fullness customer purchases, for example, suchlike social, cultural, trademark and mental.
Those people bend beginning with guaranteeing these genitalia will a chance to be similarly
as takes Emulating.
IMPORTANCE OF THE TOPIC

Marketing mix is a manual for Improve a Business Marketing Mix helps increment the
Product. It helps to know about the portfolio level of business and it helps to allocate the
human recourses in optimal manner, to evaluate the Purchase Buying Behavior pattern of
the Customer as well, the Importance of Marketing Mix is to provide the marketing statics in
proper and right time and place where as it helps to enhance the organizational growth and
development.

NEED FOR THE STUDY

Needs motivate buying behavior. The main and the ultimate aim of the study aim to
understand about the marketing mix to identify the consumer purchase decision. Consumer
purchasing decision based on the consumer needs and wants and the requirement of the
product.

The main and the ultimate of the study as mentioned below:-

➢ To find out the Influence of 4 Ps marketing techniques which is been adopted by the
organization.
➢ To find out the influence of 4 Ps marketing approach through reducing cost and
expanding business turnover.
➢ To find out factors affecting id fresh food by the cause of ‟ buying behavior.
➢ To find out the level of brand loyalty among the products.
 CHAPTER II

REVIEW OF LITERATURE

AND

RESEARCH DESIGN
REVIEW OF LITERATURE

✓ Schiffman and Kanuk, 2007: According to Shiffman and Kanuk , they findings says
that the functional or performance benefits expected is not only the reason for the
customers to make a choice on particular product or brand , but also they can be
used to express to showcase their social status, personality, or to fulfill their
psychological need that is when they feel the need to try something for a change or
newness..

✓ Rose and Samouel, 2009: Their finding says that consumers are of two types, either
subjective or objective in testing the persuasiveness of brand names. Retails stores
play a crucial role to say the decisions of the customers when they come for
purchasing. .

✓ Keller, 2005: According to Keller, Consumer behavior refers to a process which takes
place mentally and emotionally, observable when a consumer searches, purchases
and consume a product or service. Consumer behavior is the study regarding
answering four questions; what they buy? When they will buy it? Why they are
buying it? And how they are going to buy it? Consumer behavior involves the
elements from Psychology, Sociology, Anthropology and Economics. It is also
influenced by many other factors, like from groups such as family, friends, reference
groups and society in general.

✓ B. Kotler (2005): Concerns related to the environmental surrounding are evident in

the fast regarding the environmentally conscious marketplace as well as increasing
impact on corporate strategists. Attracting from the academic literature and case
studies of actual corporate experiences, this article discusses the principle of
environmentally-based marketing programs within the context of every aspect of the
marketing mix. Additionally, it talks about issues that are of critical importance in the
 implementation of the concept, from the perspectives of firm performance and
business environment. The managerial effects of adopting environmentally-based
marketing programs and concerns relevant to future research in this area are also
addressed.

✓ (Rose and Samouel, 2009): Their observation and study was executed to decide
willingness to pay (WTP) and the market possibility for natural tomatoes when
advertised as a separated item. An overview inquire about philosophy was utilized in
this exploration. An ANOVA show connected to decide the mean most extreme WTP
for natural tomatoes relying upon chosen factors. Reasoned that most buyers were
eager to pay premium costs for natural tomatoes. Shown that purchasers' region of
living arrangement, instructive dimension, pay go, and their impression of the health
advantages from natural tomatoes fundamentally influenced their WTP for natural
tomatoes

✓ Backhaus et al (2007): The authors strive to comprehend the apparent esteem that
buyers connect with natural food and the variables that affect their readiness to get
natural nourishment. They reasoned that from the investigation propose that,
shoppers who see a positive incentive with respect to natural sustenance are all the
more ready to buy natural nourishment, in which health was the essential seen
advantage. For customers who comprehend a negative view to natural sustenance,
they are less eager to buy natural nourishment. Numerous shoppers did not perceive
any contrast between natural food and nonorganic food as being costly and
contended that more effort are required on the part to find source for natural
sustenance.

✓ Neal et al (2004): says that “Service quality as a mediator of the relationship between
marketing mix and consumer loyalty”. There are 3 variables concentrated on under
this Marketing mix, Service quality and customer loyalty. 14 sub variables were
recognized under marketing mix, 21 under service quality and 3 under customer
loyalty. The results revealed that there is a strong and statistically significant
relationship between overall marketing mixes and overall customer loyalty and a
positive relationship between overall service quality and overall customer loyalty.
 The result also suggested that there is no intercession impact of service quality
between the perception of marketing mix and consumer loyalty. Says that "Service
quality as a middle person of the connection between marketing mix and consumer
loyalty". There are 3 factors focused on under this Marketing mix, Service quality and
customer loyalty. Fourteen sub factors were perceived under marketing mix, Twenty
one under service quality and three under customer loyalty. The outcomes
uncovered that there is a solid and factually noteworthy connection between in
general marketing mix and consumer loyalty, and a positive connection between
service quality and consumer quality. The outcome additionally recommended that
there is no mediation effect of service quality between the impression of marketing
mix and consumer loyalty.

✓ Tyagi (2004), Kahle wind: .Analyzed the connection between marketing mix and
word of mouth communication. Factors are progressively perceived as being source
of competitive advantage in the marketing and management literature. They
gathered information from 503 Turkish book keeping workplaces' clients and
integrative model was created and tested with structural equation model. They
reasoned that, marketing mix components, product, price, place and promotion
have impact on word of mouth communication with various effects fundamentally.

STATEMENT OF PROBLEM

There are certain factors which Influencing the Brand choice of consumers whenever they
go for a purchasing decision. Brand choice is marketing mix which includes of 4 P‟s of
marketing which includes of (Product, place, promotion and price) as well as buyers‟
Characteristics and the taste and preferences will varies from time to time It is obliviously
that most of the promotional efforts are not Designed for the organization id fresh food
consumers as considered as target market.
SCOPE OF THE STUDY

All the organization does there marketing strategies in different manner, which will be
based on the concern brand stability, and the product values in the market .Most of the all
Organizations in all over the world spent a significant amount of money to create and,
maintain Brand Loyalty among their Target Audience, it might be through different
promotional channels and networks. Consumers choose and consume what was available
Brand in the market. Now the situation is totally changed. Numbers of brands in each
customs and product are available here. Because of this Opportunity, the consumers have
high Level of freedom in the choosing Process.

OBJECTIVE OF THE PROJECT

➢ To study the marketing strategies used by the firm to increase its sale

➢ To ascertain the methods used to get the feedback from the regular
customers

➢ To evaluate the precautions taken to retain the customers

➢ To understand the perceptions of the customers regarding the product

➢ To study the factors which make the customers regular one

RESEARCH METHODOLOGY

Research methodology in a idea is a written master plan for conducting Research. Research
Methodology has many Dimensions which contain not only the Research Methods but it
also with the logic behind the methods used in the context of the Study and problems why
only a Particular Method of idea or technique has been used.
Data Collection Method

The Data will be collected using both by Primary Data Collection Methods as well as
Secondary Sources.

i. PRIMARY DATA– Most of the Information will be gathered through Primary sources.
The methods that will be used to collect Primary Data are books, Research,
newspapers, wave sites etc.
ii. SECONDARY DATA – Interviews. Questioners, fill ups etc. secondary data can be
through different sources like through :-
a. interviews
b. questionnaires
c. fill-ups

Time Frame of the Data Collection:

2 months

Method of Sampling:

The technique used for conducting the study was Convenience Sampling Technique as
sample of respondents was chosen according to convenience.

The research approach:

Survey Method

The research instrument:

Questionnaire
The respondents:

The customers of the Organization.

Report writing and Presentation:

Report Encompasses – Charts, diagrams

LIMITATIONS OF THE STUDY

• The project was completed with short span of time

• Due to short period of time, the entire portion of department of the company can’t
be taken for the study.
• The study was narrow with significant fields of activities of the industry.
• Some respondents were refused to give their personal information which can
influence the accuracy of information.
• While shifting industry situations, analysis of each day and segment can vary quickly.
 CHAPTER III
COMPANY PROFILE
COMPANY PROFILE : ID FRESH FOODS

VISION :

To Become one of the number one FMCG unit across the globe and to distribute well
hygienic organic food category across the pan India and abroad, apart from that to generate
well employment opportunities.

MISSION :

To make and supply well and hygiene food products and to get a great satisfaction towards
the organization.

A PEEK INTO OUR KITCHEN:

Starting with the fields till it achieves your table; we verify all that we make and each step of
the procedure takes after two guidelines - keep it regular and keep it clean. Here’s a little
glimpse under how we make our idli and dosa player that a huge number appreciate
consistently. Those same hygienic transform and mind dives under settling on every last bit
our results. We wouldn’t do anything when we serve our groups and yours.

HISTORY OF ID

The organization was set up with the capital of Rs 25000 by Mustafa. Mustafa holds 50
percent share in the organization, and his four cousins hold the rest. The organization was
provided the ten packets of one-kilogram batter to 20 stores in Bangalore under the brand
name 'ID' – for Idly, Dosa – working from a 550 square feet space with two grinders, a
blender, and a sealing machine.

The organization made a profit from the very first moment. Thereafter Mustafa invested INR
6 lakh to include more machines. In the meantime, they additionally moved to a wider space
of 800 sq ft.
As the interest for their product expanded, Mustafa put another Rs 40 lakh in 2008 and
purchased a 2,500 square feet shed in the Hoskote Industrial Area at Bangalore. In 2009, he
sold his property in Kerala that he had obtained while working in Dubai and pumped in an
extra Rs 30 lakh into the business.

In two years, by 2010 the organization started making 2000 Kg of batter day by day. And
furthermore, the number of stores partnered with them was expanded to 300. [2]

In 2014, ID Fresh foods brought Rs 35 crore up in the first round of funding from Helion
Venture Partners. They used the assets to include more items and scale-up the business.

In 2016, ID Fresh foods supplies around 50,000 kg of batter day by day from their units
across the country and one in Dubai, which changes over into a million idli’ s.

THE JOY OF COOKING:

“iD Fresh Food India Pvt. Ltd is increasing its manufacturing limit, propelling new products,
and planning to explore different avenues regarding solidified variants of its mainstream idly
and dosa batter to enter new geologies” a best official said. These methodologies are relied
upon to enable iD to accomplish its objective of turning into a Rs1,000 crore organization
throughout the following 4-5 years, a plan that was briefly influenced by supply chain
disturbances after the Goods and Service Tax (GST) was implemented. iD initially focused on
an income of Rs230 crore in 2017-18 however now expects around Rs200 crore.

"We're running a bit short this year. We had a ton of issues. (However, one year from now
we have an aspiring focus of Rs 350 crore," said iD’s co-founder and CEO P.C. Musthafa.

The change in GST rate on idly and dosa batter from 12% to 5%, prompted dealers stopping
to stock these products, and this affected business badly for three months, he added. For
sure, fast moving consumer good organizations were briefly hit after GST as the change in
costs—because of tax rate changes—implied traders and wholesalers refused to stock a
considerable more of their products as they would think that its hard to move the stock at
old rates.
All things considered, Musthafa is certain that the open doors the organization missed out
on those three months, the manufacturing capacity development should help.

iD has manufacturing facilities crosswise over Bangalore, Chennai, Mumbai, Hyderabad and
Dubai. It has begun building three new plants, one each in Bangalore, Mumbai and Dubai. It
will close older plants in Mumbai and Dubai and solidify all its south Indian plants into one
extensive new plant in Bangalore.

The organization's present limit is around 1.5 million idlis every day. After its new plants
come into picture over the coming months, its capacity will go up to 10 million idli’s a day.

"The ready to-cook product showcase is on a steep rise in the best top cities, Bangalore,
Hyderabad, Chennai and so on have an extensive migrant population of experts are the
biggest market for these products. When a good conveyance model is set up, these
products move toward becoming household names and families wind up subject to them for
their every day feast," said Sreedhar Prasad, partner at KPMG in India.

iD additionally has a couple of product launches in store, including a vada batter that it
considers its greatest innovation up until now. The vada batter—because of hit retail
shelves shortly will come in pouches that enable purchasers to crush vadas directly into hot
oil and take out the untidy, tedious procedure of shaping them by hand.

It intends to extend its super-food portfolio, which presently comprises of Ragi batter, into
oats, wheat and different millets. In February, it will present filter coffee decoction and in
March-April it will re-launch its tomato and coconut chutneys.

"We're additionally launching our product in the frozen section for markets outside our
present coverage. Spots like Ahmedabad, Surat where we are not planning to launch our
fresh batter immediately," Musthafa said.

The Bangalore-based organization, which estimates it has helped its customers make 2.4
billion idli’ s in the course of past 12 years, will expand into Bahrain, Kuwait and Muscat
after its new plant in Dubai goes ahead board. It is likewise seeing test-launching its
products in the US.

Today, id set new produces 50,000 kg to batter dependably begin to their units those
country again and specific model ahead Dubai, which followers under a million idli’s.

Their things could open completed impenetrable tight packets to a period compass for
convenience around multiple times.

"iD new things oblige backing 100 rate basic without whatever added additives investigating
it," says Mustafa.

Fifty rates on iD’s Business hails from idli/dosa batter, 35 rate start to parotas, and the rest
from chapatis, curd in addition paneer.

ID'S new courses of actions to get under the feature to start quarter beginned with ensuring
2017. "We see a tremendous grandstand on us. We require assistance and coordination to
kick under Singapore, Malaysia and UK running with year," says Mustafa.
Today, Id's new things may sold should 16,000 recoveries again seven urban zones. Their
enter unit completed Bangalore by meeting wants secured by an end ,15,000 square feet
space.

PRODUCTS AND SERVICES:

❖ Idli And Dosa Batter

❖ Malabar Porotta

❖ Whole Wheat Chapatti

❖ Natural Curd

❖ Vada Batter

COMPETITORS :

❖ FOOD PANDA
❖ SWIGGY
❖ JUST EAT
❖ ZOMATO
❖ MITHUNA FOODS

SWOT ANALYSIS :

I. Strengths

• Sufficient Availability of Raw Material for production.

• Have good brand name and growth
• Requirement of daily need category of FMCH network across the world.
• vast domestic Market across the pan India
II. Weaknesses

• Lack infrastructural facilities

• Lack of adequate Quality Control & international standards
• Inefficient support from the government and political parties
• Lack of Working capital to meet day today expenses.
• Lack of raw materials.

III. Opportunities

• Amalgamation of improvement in contemporary technologies such as Electronics,

material science, bio-technology And progress
• Opening of Global markets and different business units
• Competitors market implementation with additional benefits

IV. Threats

• Affordability of hygiene and fresh food and market value

• High inventory and high cost of initial investment
• Sudden changes in inflation and deflation and tax rates.
• competitors competition in the market
 CHAPTER IV

DATA ANALYSIS

AND

INTERPRETATION
DATA ANALYSIS AND INTERPRETATION

4.1 I am aware of new food trends and want to be one of the first to try them

Options No of respondents
$ $ Percentage

a. Strongly Agree
$ $ 56 56
b. Agree
$ 27 27
c. Neutral
$ 15 15
d. Disagree
$ 2 2
e. Strongly disagree
$ 0 0
Total
$ 100 100

60 60

50 50

40 40

30 30

20 20

10 10

0 0
Strongly Agree Agree Neutral Disagree Strongly disagree

No of respondents Percentage

INTERPETATION–

As per the analysis we found that majority of the employees feel that they are aware of new
food trends and want to be one of the first to try them.
4.2 I spend a lot of money on food.

Options No of respondents percentage

a. Strongly Agree
$ $ 15 15

b. Agree
$ 42 42
c. Neutral
$ 33 33
d. Disagree
$ 7 7
e. Strongly disagree
$ 3 3
Total
$ 100 100

45 45

40 40

35 35

30 30

25 25

20 20

15 15

10 10

5 5

0 0
Strongly Agree Agree Neutral Disagree Strongly disagree

No of respondents percentage

INTERPRETATION –

As the survey, 42% of the employees agree that I spend a lot of money on food.
4.3 Because of my active life style, I need a wide variety of food

Options No of respondents Percentage

a. Strongly Agree
$ $ 60 60
b. Agree
$ 33 33
c. Neutral
$ 7 7
d. Disagree
$ 0 0
e. $Strongly disagree 0 0

Total
$ 100 100

70

60

50

40

30

20

10

0
Strongly Agree Agree Neutral Disagree Strongly disagree

No of respondents Percentage

INTERPRETATION –

As per the analysis we found that the 60 % of the employee are strongly agreed that ,
because of my active life style, I need a wide variety of food.
4.4 I recent being told what to wear by so called food.

Options No of respondents Percentage

a. Strongly Agree
$ $ 55 55
b. Agree
$ 43 43
c. Neutral
$ 2 2
d. Disagree
$ 0 0
e. Strongly disagree
$ 0 0
Total
$ 100 100

60

50

40

30

20

10

0
Strongly Agree Agree Neutral Disagree Strongly
No of respondents Percentage
disagree

INTERPRETATION –

As per the survey we found that above 50% of the population strongly agree that I recent
being told what to wear by so called food.
4.5 I often buy food spontaneously

Options No of respondents Percentage

a. Strongly Agree
$ $ 10 10

b. Agree
$ 15 15

c. Neutral
$ 5 5

d. Disagree
$ 50 50

e. Strongly disagree
$ 20 20

Total
$ 100 100

60

50

40

30

20

10

0
Strongly Agree Agree Neutral Disagree Strongly disagree

No of respondents Percentage

INTERPRETATION-

As per the survey we found that majority of the population strongly disagree about I often
buy food spontaneously.
 4.6 I ended up spending more money than I originally set out to spend

Options No of respondents Percentage

a. Strongly Agree
$ $ 70 70

b. Agree
$ 25 25

c. Neutral
$ 5 5

d. Disagree
$ 0 0

e. Strongly disagree
$ 0 0

Total
$ 100 100

80

70

60

50

40

30

20

10

0
Strongly Agree Agree Neutral Disagree Strongly disagree

No of respondents Percentage

INTERPRETATION -

As per the analysis we found that majority of the employees says that ended up spending
more money than I originally set out to spend.
 4.7 I felt exciting having ready food in nearby store

Options No of respondents Percentage

a. Strongly Agree
$ $ 30 30

b. Agree
$ 60 60

c. Neutral
$ 8 8

d. Disagree
$ 2 2

e. $Strongly disagree 0 0

Total
$ 100 100

70

60

50

40

30

20

10

0
Strongly Agree Agree Neutral Disagree Strongly disagree

No of respondents Percentage

INTERPRETATION -

As per the analysis we found that majority of the employees says that I felt exciting having
ready food in nearby store.
4.8 The more time I spend touching the new trended food, greater are my chances of
buying
Options No of respondents Percentage
a. Strongly Agree
$ $ 47 47
b. Agree
$ 47 47
c. Neutral
$ 6 6
d. Disagree
$ 0 2
e. Strongly disagree
$ 0 0
Total
$ 100 100

50

45

40

35

30

25

20

15

10

0
Strongly Agree Agree Neutral Disagree Strongly disagree

No of respondents Percentage

INTERPRETATION-

As per the survey majority of the employees are aware of the more time I spend touching
the new trended food, greater are my chances of buying.
4.9 If I like the music inside the store my chances of buying become greater

Options No of Percentage
respondents
a. Strongly Agree
$ 30$ 30
b. Agree $ 60 60
c. Neutral$ 8 8
d. Disagree
$ 2 2
e. Strongly disagree
$ 0 0
Total $ 100 100

70

60

50

40

30

20

10

0
Strongly Agree Agree Neutral Disagree Strongly disagree

No of respondents Percentage

INTERPRETATION-

As per the study we analysis that majority of the respondents strongly agree that If I like the
music inside the store my chances of buying become greater
4.10 Sometimes I buy ready food in effect of shop’s window display.

Options No of respondents Percentage

a. Strongly Agree
$ $ 38 38
b. Agree
$ 58 58
c. Neutral
$ 4 4
d. Disagree
$ 0 0
e. Strongly disagree
$ 0 0
Total
$ 100 100

70 70

60 60

50 50

40 40

30 30

20 20

10 10

0 0
Strongly Agree Agree Neutral Disagree Strongly disagree

No of respondents Percentage

INTERPRETATION -

As per the analysis we found that majority of the employees are agreeing that Sometimes I
buy ready food in effect of shop’s window display.
4.11 Free product along with the ready food can be reason for me to buy food impulse.

Options No of respondents Percentage

a. Strongly Agree
$ $ 45 45
b. Agree $ 35 35
c. Neutral$ 12 12
d. Disagree
$ 8 8
e. Strongly disagree
$ 0 0
Total $ 100 100

50 50

45 45

40 40

35 35

30 30

25 25

20 20

15 15

10 10

5 5

0 0
Strongly Agree Agree Neutral Disagree Strongly disagree

No of respondents Percentage

INTERPRETATION -

We found that majority of the respondents strongly agree on that Free product along with
the ready food can be reason for me to buy food impulse.
4.12 I use Credit Card to buy ready food

Options No of Percentage
respondents
a. Strongly Agree
$ $ 60 60
b. Agree $ 35 35
c. Neutral$ 3 3
d. Disagree
$ 2 2
e. Strongly disagree
$ 0 0
Total $ 100 100

70 70

60 60

50 50

40 40

30 30

20 20

10 10

0 0
Strongly Agree Agree Neutral Disagree Strongly disagree

No of respondents Percentage

INTERPRETATION

As per the survey we found that majority of the respondents agree that I use Credit Card to
buy ready food
4.13 After I make an impulse purchase I feel regret

Options No of respondents Percentage

a. Strongly Agree
$ $ 75 75
b. Agree
$ 20 20
c. Neutral
$ 5 8
d. Disagree
$ 0 5
e. Strongly disagree
$ 0 0

Total
$ 100 100

80 80

70 70

60 60

50 50

40 40

30 30

20 20

10 10

0 0
Strongly Agree Agree Neutral Disagree Strongly disagree

No of respondents Percentage

INTERPRETATION-

As per the analysis we found that post I create an impulse purchase I feel regret
4.14 I buy ready foods in shops with discount price
SL .No Particulars No. of respondents Percentage
1 Strongly Agree
$ $ 14 14
2 Agree
$ 28 28
3 Neutral
$ 28 28
4 Disagree
$ 12 12
5 Strongly disagree
$ 18 18
Total
$ 100 100

28 28

18

14
12

Strongly Agree Agree Neutral Disagree Strongly disagree

INTERPRETATION –

This picture showing that 28% are agreeing I buy ready foods in shops with discount price,
28% have neutral opinion, and 14% strongly agree with it, 30% disagree with it.
4.15 I spend more time in the ready food store looking around, if I like the ambience and
the background sounds
SL .No Particulars No. of respondents Percentage
1 Strongly Agree
$ $ 45 45
2 Agree
$ 25 25
3 Neutral
$ 30 30
4 Disagree
$ 0 0
5 Strongly disagree
$ 0 0
Total
$ 100 100

50
45
45

40

35
30
30
25
25

20

15

10

5
0 0
0
Strongly Agree Agree Neutral Disagree Strongly disagree

INTERPRETATION –
This picture showing that 25% are agreeing that they utilize more time in the already made
that means ready food store looking around, if I like the ambience And the background
sounds, 30% have neutral opinion, 45% strongly agree with it, none disagree with it.
4.16 When I see ready food that catches my eye I tend to try it on without looking through
the whole section

SL .No Particulars No. of respondents Percentage

1 Strongly Agree
$ $ 44 44
2 Agree
$ 55 55
3 Neutral
$ 1 1
4 Disagree
$ 0 0
5 Strongly disagree
$ 0 0
Total
$ 100 100

55

44

1 0 0

Strongly Agree Agree Neutral Disagree Strongly disagree

INTERPRETATION –

This picture showing that 55% are agreeing that if I see ready food that keep my eye I tend
to try it on without looking through the whole section, 1% have neutral opinion, 44%
strongly agree with it, none disagree with it.
4.17 When I see a special promotion sign, I go to look at that ready food

SL .No Particulars No. of respondents Percentage

1 Strongly Agree
$ $ 15 15
2 Agree
$ 28 28
3 Neutral
$ 47 47
4 Disagree
$ 10 10
5 Strongly disagree
$ 0 0
Total
$ 100 100

50 47

45

40

35

30 28

25

20
15
15
10
10

5
0
0
Strongly Agree Agree Neutral Disagree Strongly disagree

INTERPRETATION –

This picture showing that 28% are agreeing if I see any kind of new promotion, I go to look
at that ready food, 15% strongly agree with it, 47% have neutral opinion, none disagree with
it
4.18 When I walk along the side, I tend to look through the ready food store close to me

SL .No Particulars No. of respondents Percentage

1 Strongly Agree
$ $ 41 41
2 Agree
$ 29 29
3 Neutral
$ 30 30
4 Disagree
$ 0 0
5 Strongly disagree
$ 0 0
Total
$ 100 100

45

40
41

35

30
30
29
25

20

15

10

5
0 0
0
Strongly Agree Agree Neutral Disagree Strongly disagree

INTERPRETATION –

This picture showing that 29% are agreeing for when I walk along the isle, I tend to look
through the ready food store close to me, 41% strongly agree with it, 30% have neutral
opinion, none disagree with it.
4.19 When I see a good deal, I tend to buy more than that I intended to buy

SL .No Particulars No. of respondents Percentage

1 Strongly Agree
$ $ 29 29
2 Agree
$ 21 21
3 Neutral
$ 20 20
4 Disagree
$ 18 18
5 Strongly disagree
$ 12 12
Total
$ 100 100

35

30 29

25
21
20
20 18

15
12

10

0
STRONGLY AGREE AGREE NEUTRAL DISAGREE STRONGLY
DISAGREE

INTERPRETATION –

This picture showing that 21% are agreeing When I see a good deal, I tend to buy more than
that I intended to buy, 29% strongly agree with it, 20% have neutral opinion, 30% disagree
with it.
4.20 When I see an interesting window display, I feel compelled to enter the store

SL .No Particulars No. of respondents Percentage

1 Strongly Agree
$ $ 22 22
2 Agree
$ 18 18
3 Neutral
$ 40 40
4 Disagree
$ 20 20
5 Strongly disagree
$ 0 0
Total
$ 100 100

45

40

35

30

25

20

15

10

0
Strongly Agree Agree Neutral Disagree Strongly disagree

INTERPRETATION –

This picture showing that 18% are agreeing for I feel compelled to enter the store when I
see an interesting window display. 22% strongly agree with it, 40% have neutral opinion,
20% disagree with it.
 CHAPTER V
FINDINGS, RECOMMENDATIONS

AND

CONCLUSION
FINDINGS OF THE STUDY

• As per the analysis we found that majority of the employees feel that they are aware
of new food trends and want to be one of the first to try them.

• As the survey, 42% of the employees agree that I spend a lot of money on food.
• As per the analysis we found that the 60 % of the employee are strongly agree that
Because of my active life style, I wanted to get vast and wide variety of food.
• As per the survey we found that above 50% of the population strongly agree that I
recent being told what to wear by so called food.
• As per the survey we found that majority of the population strongly disagree about I
often buy food spontaneously.
• As per the analysis we found that majority of the employees says that ended up
expense more money than I originally set out to spend
• As per the analysis we found that majority of the employees says that I felt exciting
having ready food in nearby store.
• As per the survey majority of the employees are aware of the more time I spend
touching the new trended food, greater are my chances of buying.
• As per the study we analysis that majority of the respondents strongly agree that If I
like the music at the shop my choosing of buying become greater
• As per the analysis we found that majority of the employees are agreeing that
Sometimes I buy ready food in effect of shop’s window display.
• We found that majority of the respondents strongly agree on that Free product
along with the ready food can be reason for me to buy food impulse
• As per the survey we found that majority of the respondents agree that I use Credit
Card to buy ready food
• As per the analysis we found that After I make an impulse purchase I feel regret
• This picture showing that 28% are agreeing I buy ready foods in shops with discount
price, 28% have neutral opinion, and 14% strongly agree with it, 30% disagree with
it.
• This picture showing that 25% are agreeing that they spend more time in the ready
food store looking around, if I like the ambience And the background sounds, 30%
have neutral opinion, 45% strongly agree with it, none disagree with it.
• This picture appearing 55% are concurring that when I see prepared nourishment
that gets my attention I will in general attempt it on without glancing through the
entire segment, 1% have nonpartisan sentiment, 44% firmly concur with it, none
can't help contradicting it.
• This picture showing that 28% are agreeing when I see a special promotion sign, I go
to look at that ready food, 15% strongly agree with it, 47% have neutral opinion,
none disagree with it
• This picture showing that 29% are agreeing for when I walk along the isle, I tend to
look through the ready food store close to me, 41% strongly agree with it, 30% have
neutral opinion, none disagree with it.
• This picture showing that 21% are agreeing When I see a good deal, I tend to buy
more than that I intended to buy, 29% strongly agree with it, 20% have neutral
opinion, 30% disagree with it.
• This picture showing that 18% are agreeing for I feel compelled to enter the store
when I see an interesting window display. 22% strongly agree with it, 40% have
neutral opinion, 20% disagree with it.
RECOMMENDATIONS

Marked Products should be accessible at the neighborhood retail shop with reasonable cost.
The battle to instruct customer in regards to purchaser right of consumer must be spread
up. It is increasingly imperative to make awareness about Nutritional Values of Fast Food in
light of the fact that the vast majority of the more youthful age is ignorant of it. Some
customers have a opinion that the products should have much longer life than present, for
which the company have to think about preservatives. The company follows a centralized
decision making system. In the coming year they can adopt decentralized decision making
system by keeping in mind every individual is a customer.
CONCLUSION
The study discoveries uncovered a positive Correlation between the Marketing Mix and
consumer purchase decision. The marketing mix is being a combination of tools for the
organizations to create expectations and make promises to the consumers. And once the
feel that their expectations are met up with the reality offered, then they become loyal for
that particular brand. Thus for the question , to what extend the marketing mix influence
the continuous buying decision among consumers , we can conclude higher the positive
opinion about marketing mix leads to strong brand loyalty. And lower the positive opinion
on marketing mix leads to weaker the brand loyalty. Moreover word of mouth is a powerful
tool to influence the buying behavior of consumer.