A study on effectiveness of marketing mix of KPL oil mills Pvt Ltd

A Project report on “Study on effectiveness of marketing mix of KPL Oil Mills Pvt
Ltd”

Submitted in the partial fulfilment for the award of Degree of Bachelor of Business
Administration

of
Calicut University
By

Mr. Savion poulose

(EKAPBBAR48)

Under the Guidance of

Ms. Sneha sasidharan

Assistant Professor

Department Of Management Studies

Sahrdaya College of Advanced Studies,

Kodakara, Kerala- 680 684

2017 – 2018

Sahrdaya College of Advanced Studies

A study on effectiveness of marketing mix of KPL oil mills Pvt Ltd

DECLARATION

I hereby declare that project report on “A study on Effectiveness of Marketing Mix of KPL oil mills Pvt.
Ltd. is a record of project work carried out by me under the guidance of Mrs. Sneha Sasidharan. I also
declare that this study report is of my BBA curriculum and similar work has not been submitted earlier to the
university of any other institution for the fulfillment of the requirement of a course of study.

Place : Irinjalakuda

Date :

SAVION POULOSE

Sahrdaya College of Advanced Studies

A study on effectiveness of marketing mix of KPL oil mills Pvt Ltd

ACKNOWLEDGEMENT
First and foremost, I bow with gratitude before the almighty for all his blessings throughout my life and
especially for all the help extend to me through various known and unknown hands during the course of my
project work.

I wish to express my sincere gratitude towards the Management, Principle and all faculty members of
Sahrdaya College of advanced studies, Kodakara for guiding me throughout the years and especially in the
context of project study. I extended my sincere thanks to Mr.Savio Fernandez HOD of our department and
Mrs.Sneha Sasidharan Asst.Professor for her timely guidance throughout the course of this project work.

Last but not the least, I express my whole hearted thanks to my parents, friends and all my teachers for
giving me support and care in completing the project on time.

Sahrdaya College of Advanced Studies

A study on effectiveness of marketing mix of KPL oil mills Pvt Ltd

TABLE OF CONTENTS

Chapter Title Page No

1 Introduction 1
Introduction to the study 2
Objectives of the study 3
Nature of the problem 4
2 Industry profile and Company profile 5
Introduction to the industry 6
History of the industry 6-7
Present status of the industry 8
Future scope of the industry 9
Profile of the organisation 10
History of the organisation 10
Present status of the organisation 11-15
Future scope of the organisation 16
3 Literature review and Theoretical 17
concepts
Literature Review 18
Theoretical concepts 19
4 Research Methodology 20
Research Design 21
Population 21
Sampling 21
Method of data collection 21-22
Variables under study 22
Period of the study 22
Limitations 22
5 Data Analysis and interpretation 23
Findings 44
6 Suggestions and Conclusion 45
Suggestions 46
Conclusion 47

Sahrdaya College of Advanced Studies

A study on effectiveness of marketing mix of KPL oil mills Pvt Ltd

LIST OF TABLES

Sl No Tables Page
No
1 Frequency of the purchase of KPL products by the 24
consumers
2 Reason for the use of KPL products 25
3 Problem faced by customers while using KPL products 26
4 Quality of KPL products 27
5 Customers response regarding the cost of KPL products 28
6 Willingness to recommend 29
7 Review of purchase decision while rising prices 30
8 Most important element which leads to purchasing of KPL 31
products
9 Purchasing of product from either company or retailers 32
10 Factors that influence the purchasing of KPL products 33
11 Defects of KPL product 34
12 Willingness to purchase KPL products in future 35
13 Awareness of KPL oil brand 36
14 Rating of KPL products 37
15 Response regarding the rate of market potential and 38
demand for the products at KPL oil mills Pvt Ltd
16 New innovations in products 39
17 Promotion strategies followed by the company 40
18 Customers trust in KPL products 41
19 Customers opinion about packaging 42
20 Overall performance of KPL oil brand 43

Sahrdaya College of Advanced Studies

A study on effectiveness of marketing mix of KPL oil mills Pvt Ltd

LIST OF FIGURES

Sl No Figures Page No
1 Frequency of the purchase of KPL products by the 24
consumers
2 Reason for the use of KPL products 25
3 Problem faced by customers while using KPL products 26
4 Quality of KPL products 27
5 Customers response regarding the cost of KPL products 28
6 Willingness to recommend 29
7 Review of purchase decision while rising prices 30
8 Most important element which leads to purchasing of 31
KPL products
9 Purchasing of product from either company or retailers 32
10 Factors that influence the purchasing of KPL products 33
11 Defects of KPL product 34
12 Willingness to purchase KPL products in future 35
13 Awareness of KPL oil brand 36
14 Rating of KPL products 37
15 Response regarding the rate of market potential and 38
demand for the products at KPL oil mills Pvt Ltd
16 New innovations in products 39
17 Promotion strategies followed by the company 40
18 Customers trust in KPL products 41
19 Customers opinion about packaging 42
20 Overall performance of KPL oil brand 43

Sahrdaya College of Advanced Studies