RETAILER’S PERCEPTION ON FRUITOMAN’S PRODUCT

PROJECT REPORT

Submitted by

AMAL BABU R

KVE17MBA03

Under the guidance of

Dr. VINOSH PETER

in partial fulfilment of the requirements

for the award of the Degree of

MASTER OF BUSINESS ADMINISTRATION

of
A P J Abdul Kalam Technological University

SNGIST GROUP OF INSTITUTIONS

JANUARY 2019
1
DECLARATION

I undersigned, hereby declare that the project titled RETAILER’S PERCEPTION ON

FRUITOMAN’S PRODUCT submitted in partial fulfilment for the award of Degree of
Master of Business Administration of A P J Abdul Kalam Technological University is a
bonafide record of work done by me under the guidance of Dr. VINOSH PETER, faculty of
FMS, SNGIST GROUP OF INSTITUTIONS. This report has not previously formed the
basis for the award of any degree, diploma, or similar title of any University.

N. Paravur :

Date : AMAL BABU R

2
 Faculty of Management Studies
SNGIST Group of institutions

CERTIFICATE

This is to certify that the report titled “A STUDY ON EFFECTIVENESS OF

ADVERTISEMENT OF POPPY UMBERLLA TO CUSTOMERS “being submitted by
AMAL BABU R ,KVE17MBA03, in partial fulfillment of the
requirements for the award of the Degree of Master of Business
Administration, is a bonafide record of the project work done by
AMAL BABU R of Management Studies, SNGIST.

Dr. VINOSH PETER Dean

3
ACKNOWLEDGEMENT

I undersigned, hereby declare that the project titled RETAILER’S PERCEPTION ON

FRUITOMAN’S PRODUCT submitted in partial fulfilment for the award of Degree of
Master of Business Administration of A P J Abdul Kalam Technological University is a
bonafide record of work done by me under the guidance of Dr. VINOSH PETER, faculty of
FMS, SNGIST GROUP OF INSTITUTIONS. This report has not previously formed the
basis for the award of any degree, diploma, or similar title of any University.

AMAL BABU R

4
INDEX

SL.NO PARTICULARS PAGE NO.

1 CHAPTER 1 6 – 12
 INTRODUCTION
 STATEMENT OF THE PROBLEM
 SIGNIFICANTS
 SCOPE
 OBJECTIVE
 COMPANY PROFILE
 LIMITATION
2 CHAPTER 2 13 – 15
 LITRATURE REVIEW
3 CHAPTER 3 16 - 19
 RESEARCH METHODOLOGY
 RESEARCH DESIGN
 SAMPLING TEQNIQUE
 POPULATION
 SAMPLING METHOD
 TOOLS FOR DATA COLLECTION
4 CHAPTER 4 20 – 38
 DATA ANALYSIS AND INTER PRETATION
5 CHAPTER 5 39 - 48
 FINDINGS
 SUGGETIONS
 CONCLUSION
 BIBIOGRAPHY
 APPENDIX

5
 CHAPTER 1
INTRODUCTION

6
1.1 INTRODUCTION

Retail is the act of selling consumer goods and services to consumers

through different channels of distribution. The person who done the process also
termed as retailer. The term retailers typically applied where a service provider
identify and satisfy the need of customers or orders from end users, individuals.
Retailer is a person or businessman who sells the goods and finished products to
public for end users or for resale. In a sense retailer is an intermediary as the
consumers get product through them.

Retailer also convey ideas, suggestions and complaints of consumers to

company. From this very fact we can conclude that how important is a retailer
or middleman both to company as well as to consumers. Retailers affect the
sales of a company up to a large extent. Although the ultimate demand is
affected by consumers but, word of mouth of a retailer about company’s
product also matters a lot in affecting the consumers purchase process.

Retailers the main points where a company can follow push and pull
strategy in marketing. Reasonable sales incentives, fair treatment, proper
discounts and other required allowances to the retailers proves to be a tool to
boost sales and motivate retailers which ultimately enhance the building of
brand image.

Retailers perception is the study of how people purchases , how they get
feedback from consumers and after that it make conclusions and analysis about
particular product

Consumer is the most important person for every trading and business
activity. So, the retailing is a consumer centric activity and studying consumer
behaviour is most important for retailers, marketers, researchers for making
strategies, and plans for developing business.

This study is aims to identify the factors influencing the perception

towards the Fruitoman’s brand products. Ernakulam district was selected
purposively for present study.

7
Types of Retailers
Consumers today can shops for goods and services at store retailers, non-store
retailer’s organizations. Parapets the best known type of retailers is the
department store. Retailer store types pass through sates of growth and decline
that we can think of as the retail life cycles. Department stores took 80 years to
reach maturity, were house retail outlets reached maturity in 10 years. The most
important retail stores types are:-

Specialty Store: Narrow product line. Athlete’s food, the limited, The Body
shop,

Departmental Store: Several products lines.

Supermarket: Large, low-cost, low-margin, high-value, self-service store

designed to meet total needs for food and products.

Convenience Store: Small store in residence area, often open 24/7, limited line
high turnover conveniences products plus take out.

Discount Stores: Standard or specialty merchandise; low-price, low-margin,

high-volume stores.

Off-Price Retailers: Leftover goods, overruns irregular merchandise sold at less

than retail. Factory outlets, Independent off-price retailers.

Perception

Perception means what a person can think about a particular product or service.
The way in which a person can think and the way in which a person can act is
an important aspect in knowing the perception of a person.

Perception can be described as “how we see the world

around us.” Two individuals may be subject to the same stimuli under
apparently the same conditions, buy how they recognize them, select them,
organize them, and interpret them is a highly individual process based on each
person’s own needs, values, and expectations.

Perception is defined as the process by which an individual selects,

organizes, and interprets stimuli into a meaningful and coherent picture of the
world. A stimulus is any unit of input to any of the senses. Examples of stimuli
8
(i.e., sensory input) include products, package, brand names, advertisements,
and commercials. Sensory receptors are the human organs (the eyes, ears, nose,
mouth and skin) that receive sensory inputs. Their sensory functions are to see,
hear, smell, taste and feel. All of these functions are called into play–either
singly or in combination– in the evaluation and use of most consumer products.
The study of perception is largely the study of what we subconsciously add to or
subtract from raw sensory inputs to produce our own private picture of the
world.

Retailers Perception

A Retailer percept the products from many points. The companies which offer
maximum profits to Retailer, provide better Sales Promotion Scheme treat fairly
etc. are winners.

Retailer perception is the study of how he purchases, how he sells, how they get
feedback from consumers and after that he came to conclusion about particular
company. It is a subcategory of marketing that element from different fields. It
attempts to understand the buyer decision making process, both individually and
in groups. It studies characteristics of individual consumers such as
demographics, psychographics and behavioral variables in an attempt to
understand people wants. It also tries to assess influences on the consumer from
groups such as family, friends, reference groups, and society in generals. By
understanding the consumer, we will be able to make a more informed decision
as to which strategy to employ.

1.2 STATEMENT OF THE PROBLEM

(H0) There is a significant relationship between demand and sales.

(H0) There is a significant relationship between availability and demand.

(H0) There is a significant relationship between quality and preference.

(H0) There is a significant relationship between advertisement and sales.

9
1.3 SIGNIFICANCE OF THE STUDY

The study is entitled to understand the retailer’sperception of the fruitoman’s

brand. This study is also conducted to understand the retailer’s awareness and
their perception. The analysis of data collected from the market may help the
company to understand the market potential in different area and awareness
among the retailers. This helps to prepare suitable plans for marketing strategies
fruitoman’s future.

1.4 SCOPE OF THE STUDY

This study helps to identify Retailer’s perception on awareness and

sales volume of fruitoman’s products. Also determines its demand, pre-post
purchase experience of consumers. It focused on consumer’s attitude towards
fruitoman’s products. In future it helps to find how to make aware of
fruitoman’s products among retailers and consumers, increase sales volume of
fruitoman’s products, better promotional techniques, handling smooth SCM
techniques, built the gaps between vendors and retailers.

1.5 OBJECTIVES OF THE STUDY

PRIMARY OJECTIVE

1. To study the retailers perception regarding fruitoman’s product sales.

SECONDARY OBJECTIVE

2. To know the availability of fruitoman's product in retail market.

3. To analyze the factors influencing the promotional activity.

10
1.7 COMPANY PROFILE

Established in the year 1957, we, MALABAR FOOD PRODUCTS are widely
known as one of the trustworthy manufacturers of Fruit Jam, Cooking Sauce,
Hot Sauce, Fruit Pulp, Fresh Pickle and many more products. The products
provided by us are processes utilizing superior quality ingredients at our
advanced manufacturing unit. Owing to their longer shelf life, rich aroma,
mouth-watering taste, excellent quality, safe packaging, delicious flavor and
wide.

Aim / Vision / Mission

Our vision is to take our products to national standards in quality and value by
conceiving higher measures in product manufacturing. Our mission is to take up
hi-tech and innovative applications in our production process through diligent
research and development; thus keeping up the worldwide acclamation of our
products

Our organization works with the main aim of gaining highest client
satisfaction. For attaining this objective, we use premium quality ingredients for
processing our whole range of products. Furthermore, to achieve utmost
satisfaction of customers, we are offering customized packaging solution to
them as per their needs and demands. In order to gain the faith of our patrons,
we provide these products in highest quality packaging materials. In addition to
this, we also offer our products at most competitive rates to the customers.
Owing to our easy payment modes, prompt delivery, and client-centric
approach, we have been able to become the preferred choice of our precious
customers. Our products are processed by our trained professionals using best
quality ingredients under a hygienic environment with the aid of superior
technology. To process the whole range efficiently we developed a
sophisticated infrastructure facility that is divided into varied functional
departments such a procuring, manufacturing, quality control, sales and
marketing and more. In order to provide an excellent quality range of products,
we have recruited an experienced team of professionals. They are much familiar
with the latest manufacturing techniques and machines that are equipped at our
production unit. With the assistance of our knowledgeable professionals, we are
able to undertake, urgent and bulk orders of customers in best possible manner.
In order to deliver our products timely at clients end, offered products are
11
separated as per the category in our capacious warehousing unit. Our quality
auditors perform strict quality control procedures in order to deliver perfect and
faultless products within a committed time period. Furthermore, we packed
these products in superb quality packaging materials to ensure the safe transit at
customers end. Our quality-centric approach and fair methods have made us one
of the most reliable and preferred names in the industry. We manufacture these

1.6 LIMITATIONS

1. The study is done on limited time.

2. Sample size chosen was not sufficient to conclude.

3. Few of the people approached were not aware of the concept.

4. Lack of interest was shown by the respondents.

5. Area constraint was there.

6. Few of respondents were not able to answer the questions properly.

12
 CHAPTER 2
LITERATURE REVIEW

13
2.1 REVIEW OF LITERATURE

Ghorbani M, Mahmud H, the study focus on consumer demands and

preferences of soya products. It provides valuable insights to the marketers
about the need of soya products and will help the producers in formulating their
promotional strategies.

Coughlan et al., (2006) the marketing channel mix used by a manufacturer

should be changed accordingly to fit the requirements of the market.
Manufacturers should determine for each of their offerings whether exclusive,
selective or wide distribution is most suitable for their products.

Hartman Survey Group(2002)the study is focused on the market availability

and awareness of the food products

VermaandMadan(2011). They emphasized the fact that Indian retail

environment is going through a sea change due to the introduction of new
formats and opening up of retail industry, it becomes important to
understand the store image perceptions of consumers here. The study
attempted to find out the key factors that are perceived as important to
Indian consumer in evaluation of a retail format.

Blattberg, Peacock, and Sen(1976, 1978) describe 16 purchasing strategy

segments based on three purchase dimensions: brand loyalty

Kretter,Kadekova et al (2010) ― country of the origin of food and consumer

preference in segment of university students‖ consumers prefer the attributes
like freshness, flavor and also the price. Consumer prefers fruit juices because
of their flavor and freshness.

Gupta &gupta(2008) ―fruit drinks: how healthy and safe‖ discussed that
fruit drinks are popularly used in most,The main reason for increased
consumption is changing lifestyles & rising level of health consciousness
among consumers and parents. They believe that these drinks provide superior
nutrition because of their status & high beverage cost.

Gupta parul(2003), the study is to be focused on the other competitors in

resent past and the market strategies

Jyoti k arun(2002), studies the coca-cola India’s marketing plan for the
summer peak sales season is vested with a rural thrust & rides on the back of its

14
newly launched 200-ml bottle, priced between Rs. 5 to Rs 6 across the country.
While the soft drinks sales showed flat growth last year, sales in that year are up
by 80% for the company.

NishuSharma(2011), ―Comparative study on consumption patterns of soft

drinks and fruit juices‖ studies how different consumers consume soft drinks
and fruit juices with respect to different patterns of consumption.

Deepak Kumar Chechani(2008), A study of ―FACTOR influencing choice

of soft Drinks‖ in Udaipur City studies different factors influencing the choice
of soft drinks consumption.

Bhushanmehta(2012) , Project Report Organized Retailing in India reveals

important aspects of retail sector in India. Bhushanmehta (2012) Analysis of
Brand Preference of Soft Drinks in Global Market provides details regarding
consumer’s preference on soft drinks.

Sirohi et al. (1998) in their study tried to understand the store loyalty
intentions of current customers for a multi-store grocery retailer.. They have
also tried to identify the effect of shoppers‟ perceived value for money for the
focal store. The results of the study revealed that service quality is by far the
most critical determinant of merchandise quality perception. Perceived value for
money depends on perceived relative price and sales promotion perceptions and
to a lesser extent on service quality and merchandise quality perceptions.

Sharma and Stafford (2000) store ambience and design positively affect
customers‟ persuasion as well as customers‟ positive perceptions of
sales people. Additionally they suggested that in “prestige ambience” stores, a
reduction in the number of retail sales people does not significantly affect
customers, buying intentions. In contrast, in “discount ambience” stores an
increase in number of retail sales people dramatically enhances customers‟
buying intentions.

Banerjee and Divakar(2001) in their paper tried to discover simple guidelines

formed by consumers over a period of time to make decisions regarding
whether to buy or not to buy goods based on the changes in market prices of
goods. They tried to highlight the need for retailers to be sensitive to the issue of
consumer's multi-period purchase planning process, which may significantly
impact the effectiveness of promotion schemes.

15
 CHAPTER 3
RESEARCH METHODOLOGY

16
3.1 RESEARCH METHODOLOGY

Here descriptive research design was used to measure the involvement level.
Convenient sampling technique was used for selecting respondents. The data
were collected through structured questionnaire and sample size taken as 50
respondents from Ernakulam region. For the analysis of data various tools like
table presentation, pie-diagram, graph and charts were used with help of SPSS
software.

Research Methodology

Research Instrument - Structured Questionnaire

Contact method - Personal Interview

Research Design - Descriptive study

Sampling Procedure - Convenience sampling

Population - 50

Sampling size - 50

Statistical Methods - simple percentage method

- Chi square test

Source of data - Primary & Secondary data

3.2 RESEARCH DESIGN

The research design is a comprehensive master plan of the research study to be

undertaken. It is the framework, a blue print of the research study, which guides
the collection and analysis of data.

Here the research design is the descriptive design, which is concerned with the
detail description of certain functional variables and characteristics of a problem
situation.

17
3.3 SAMPLING TECHNIQUES

Probability Sampling

Probability sampling is based on the fact that every member of a population has
a known and equal chance of being selected.

Population

A population is a group of individuals, objects, or items from which samples

are taken for measurement. Here the population of the study is 60.

Sample Size

The number of elements in the obtained sample, here it is 50.

Sample Frame

This is the actual list of sampling units from which the sample, on some stage of
the sample, is selected. It is simply a list of the study population.

3.4 SAMPLE METHOD

Simple random sampling

Sampling method can include assigning numbers to all subjects and then using
random number generator to choose random numbers.

TOOLS FOR DATA COLLECTION

Primary data :- Questioner method ,direct interview

Secondary data :- Internet, official websites, goggle, articles ,journals

The Following Are the Statistical Tool Used For Analysis of Data;

18
Percentage Analysis Method

Percentage refers to the special kind of ratios. Percentage is used to compare

two or more series of data. The simplicity of calculating the general
understanding of purpose and universal applicability of the percent static have
made most widely and standardized tool of research.

With this method found out how much percentage is for against a particular
factor;

19
 CHAPTER – 4
DATA ANALYSIS &
INTERPRETATION

20
4.1 Category of Outlet

Sl on Particulars no. of respondets percetage

1 Wholesaler 10 20
2 Retailer 35 70
3 Supermarket 5 10
Total 50 100

CATEGORY OF OUTLET

Wholesaler
Retailer
Supermarket

INTERORETATION: Majority of respondents are retailers around 70%.

Wholesaler are 20% and Supermarkets are 10%.

21
4.2 Product availability in shoP

Sl.no Variables No. of respondents percentage

1 Yes 42 84
2 No 8 16
Total 50 100

PRODUCT AVAILABILITY

YES
NO

INTERPRETATION: The above table indicate that the availability fruitoman’s

products in shops. From this analysis 96% respondents says that availability 0f
the products their shopes.

22
4.3 satisfaction level of fruitoman’s brand

Sl. no Variables No.of respondents Percentage

1 Very satisfied 30 60
2 Satisfied 15 30
3 Neutral 5 10
4 Not satisfied 0 0
50 100

SATISFACTION LEVEL

Very satisfied
Satisfied
Neutral
Not satisfied

INTRAPRETATION: Most of the retailers are satisfied with Fruitoman’s

Brand.

23
4.4 Opinion about fruitoman’s product

Sl.no Opinions No. of Percentage

respondents
1 Very good 30 60
2 Good 10 20
3 Average 7 14
4 Poor 3 6
Total 50 100

OPINION

very good
good
average
poor

INTRAPRETATION: 60% of the respondents have a very good opinion about

the product. 6% respondants have a poor opinion.

24
4.5 reason for buying particular brand

Sl. No Reason for buying No. of respondent Percentage

particular brand
1 Price 10 20
2 Availability 10 20
3 Quality 20 40
4 Brand value 10 20
Total 50 100

Sales

Price
Availability
Quality
Brand value

INTERPRETATION: majority of the respondents are buying the product on the

basis of quality & some of the respondents are buying this product on basis of
price and availability.

25
4.6 Awareness of fruitoman’s brand.

Sl.no Variables No of respondents Percentage

1 News papers 6 12
2 Posters 4 8
3 Television 35 70
4 Dealers 5 10
Total 50 100

AWARENESS ABOUT BRAND

News papers
Posters
Television
Dealers

INTERPRETATION: Most of the respondents get awareness through

television.

26
4.7 reason for selling fruitoman’s brand

Sl.no Variables No of respondents Percentage

1 Offers 6 12
2 Discounts 12 24
3 Coupons 2 4
4 Demand 30 60
Total 50 100

REASON

Offers
Discounts
Coupons
Demand

INTERPRETATION: the above graph indicate that the reason for selling this
product because of high demand about 60%.

27
4.8 Promotional activities to create long term impact

Sl.no Variables No of respondents percentage

1 Advertisements 25 50
2 Sales promotion 10 20
3 Publicity 7 14
4 Personal selling 8 16
Total 50 100

PROMOTIONAL ACTIVITIES

Advertisements
Sales promotion
Publicity
Personal selling

INTERPRETATION: This graph indicate the promotional activities of the

product advertisement crate high level of promotional activity.

28
4.9 Services of fruitoman’s

Sl. No Variables No of respondents Percentage

1 Excellent 15 30
2 Very good 20 40
3 Good 10 20
4 Average 5 10
Total 50 100

SERVICES

Excellent
Very good
Good
Average

INTERPRETATION: The respondents are stated that the service of fruitoman’s

is very good.

29
4.10 fruitoman’s brand image

Sl. No Variables No of respondents Percentages

1 Very-favourable 30 60
2 Favourable 20 40
Total 50 100

BRAND IMAGE

Very-favourable
Favourable

INTERPRETATION: The brand image of fruitoman’s is favourable.

30
4.11delivery on time of fruitoman’s product

Sl.no Variables No of respondents Percentage

1 Yes 42 84
2 No 8 16
total 50 100

DELIVERY TIME

Yes
No

INTERPRETATION: 84% respondents are stated that delivery takes place on

time.

31
4.12 Product preferable by customers

Sl.no Variables No of respondents Percentage

1 Fruit jam 30 60
2 Squashe 10 20
3 Syrup 5 10
4 Sauce 5 10
total 50 100

PREFERABLE PRODUCT

Fruit jam
Squashe
Syrup
Sauce

INTERPRETATION: Fruitoman’s fruit jams are more preferable by the

customers.

32
4.13 Degree of sales.

Sl.no Variables No of respondents Percentage

1 Highly agree 25 50
2 Agree 15 30
3 Neutral 4 8
4 Disagree 3 6
5 Highly disagree 3 6
total 50 100

SALES

Highly agree
Agree
Neutral
Disagree
Highly disagree

INTERPRETATION: 25% respondents says that Fruitoman’s product have high

degree of sale.

33
4.14 Recommendations and suggestions of brand.

Sl.no Variables No of respondents Percentage

1 Happy 10 20
2 Kissan 25 50
3 Fruitoman’s 15 30
Total 50 100

RECOMMENDATIONS AND SUGGESTIONS

Happy
Kissan
Fruitoman’s

INTERPRETATION: Majority of the respondents recommend Kissan products

to the customers.

34
4.15 More publicity in recent years

Sl.no Variables No of respondents Percentage

1 Kissan 15 30
2 Happy 10 20
3 Fruitoman’s 25 50
total 50 100

PUBLICITY

Kissan
Happy
Fruitoman’s

INTERPRETATION: Kissan products have more publicity in recent years.

35
4.16 Availability of fruitoman’s product in this territory.

Sl.no Variables No of respondents Percentages

1 Excellent 15 30
2 Average 25 50
3 Good 10 20
4 Below average 0 0
total 50 100

AVAILABILITY

Excellent
Average
Good
Below average

INTERPRETATION: Fruitomans products have an average availability on this

teritory.

36
4.17 maintenance of stock.

Sl.no Variables No of respondents Percentages

1 Very high 22 44
2 High 15 30
3 Average 10 20
4 Low 3 6
Total 50 100

STOCK MAINTANCES

Very high
High
Average
Low

INTRAPRETATION: 44% of the respondents maintain very high level of stock

37
4.18 Expectation from fruitoman’s.

Sl.no Variables No of respondents Percentages

1 Promotional activities 15 30
2 Sales follow up 10 20
3 Services 12 24
4 Credit facility 13 26
Total 50 100

EXPECTION

Promotionl activities
Sales follow up
Services
Credit facility

INTRAPRETATION: Most of the respondents expect more promotional

activities from fruitoman’s.

38
 CHAPTER 5
FINDINGS, SUGGESTIONS,
CONCLUSION

39
FINDINGS

From the above study it is observed that the following findings are observed.

Majority of respondents are satisfied with this product.

Most of the respondents choosing the fruitoman’s brand because of quality

and brand value.

Survey revealed most of the respondents came to know about the brand
through dealers and television.

The brands have high demand in the market.

They opinioned that advertisement and publicity are the major promotional
tools for creating long term impact.

In their opinion, television ads and hoardings advertisement are the most
effective media for advertisement.

The survey revealed advertising is an important factor to market fruitoman’s

brand.

The brand image is positively related to retailer’s perception.

Kissan and Happy have got more publicity in recent past.

The on time delivery is less efficient.

Fruitoman’s Jam, Syrup and Ketchup have high demand in the market.

A retailer recommends Happy and Kissan brand to customers, because they

offer discounts and incentives to retailers.

40
RECOMMENDATIONS

The company has to take serious efforts to stabilize brand image.

Concentrate on product quality

Advertisement and publicity needs to boost up through mass media

advertisement like television ads, FM radio ads, Point of Purchase (POP).

Promotional tools like combo offers and display desk have to be provided for
effective communication. And use some good tag lines.

Improve supply chain management.

Periodically evaluate the efficiency of supply chain.

Provide incentives and commissions for increasing sales.

Appoint promoters in main outlets to increase customer awareness and better

placement of products for supporting sales.

41
CONCLUSION

On the basis of the results of the present research, following conclusions have
been drawn: The present study was conducted in Ernakulum district, 120
organized outlets where select randomly, amongthe 100 respondents were
willing to participate in the survey. Primary data regarding the perception of
retailers for different outlet for the purchase of fruitoman’s products collected
from the respondents. The secondary data were collected from reviews,
literatures and related website analysis depicts that

The Fruitoman’s have the making quality and experience. But they need to
change their marketing strategies to get a competitive edge on their industry.
They are not popular in the household as their competitors like KISSAN and
HAPPY one of the reason I think their name it’s not simple and catchy as their
competitors.

Another reason is advertisement, Fruitoman’s need to invest more money on TV

ads, and the ad must be made with more catchy taglines, and the ad must be
showed repeatedly so that the name must be registered in peoples mind, or they
can hire a brand ambassador a familiar face to promote their product.

They need to provide more offers to retailers and put more attention on their
supply chain management and make sure that the product reaches the customer
without delay

From the study I think Fruitoman’s have all the potential to became the top
brand in Kerala but they need to analysis and understand their Strength and
weakness to grab the opportunities and face threats

42
REFERENCES
 BOOKS:

Journals of marketing research

Philip Kotler ; marketing management

Jerom Bruner ; modern perception

 Web Resources:

Www.fruitomans.in

Google

Wikipedia

LinkdIn

43
APPENDIX

44
QUESTIONS FOR RETAILERS

1. Shop Name :

2. Location :

3. Wholesaler Retailer Supermarket

4. Do you have Fruitoman’s product in your shop?

Yes No

5. If yes, how satisfied are you with Fruitoman’s brand?

Very-satisfied Satisfied

Neutral Not satisfied

6. Your opinion about fruitoman’s Product?

Very-Good Good

45
Average poor

7. Why did you choose the brand?

Price Availability

Quality Brand value

8. How did you come to know about Fruitoman’s brand?

Newspapers Posters

Television Dealers

9. What is the reason for selling this Fruitoman’s brand?

Offers Discounts

Coupons Demand

10. Which promotional activity do you think can create a long term impact?

Advertisements Sales promotion

46
Publicity Personal selling

11. How is the service of Fruitoman’s?

Excellent Very Good

Good Average

12. How do you perceive Fruitoman’s brand image?

Very-Favourable Favourable

13. Are fruitoman’s products getting delivered on time?

YES NO

14. Which Among the Fruitoman’s product is more preferring by Customer?

FRUIT JAM SQUASHE SYRUP SAUCE

15. Fruitoman’s products have high sale in your shop?

Highly agree Agree Neutral

Disagree Highly Disagree

16. If you recommend a brand to someone else, which brand do you suggest?

47
HAPPY KISSAN FRUITOMAN’S

17. Which company has got more publicity in recent past?

KISSAN HAPPY FRUITOMAN’S

18. Product availability of fruitoman’s product in this territory?

Excellent Average

Good Below average

19. How much stock do you maintain in your store?

Very-high High

Average low

20. What do you expect from fruitoman’s?

Promotional activities Sales follow-up

Services Credit facility

48
49