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The above chart shows that 40% of the The above chart shows that 93% of the
respondents are graduates, 25% of the respondents are aware about Eastern pickles and
respondents have SSLC, 20% of the 7% of the unaware and it shows that in
respondents have post-graduation and another Perumbavoor, Eastern is a well-known brand.
10% of the respondents have plus two and 5% of 7. Usage of pickles
the respondents have other educational TABLE No.7
qualification. Usage of Eastern pickles
4. Occupation of the respondents Particular
TABLE No.4 s No of respondents Percentage (%)
Yes 375 75
Classification based on Occupation of the
No 125 25
respondents
Total 500 100
Particulars No of Respondents Percentage (%) From above chart it is clear that 75% of the
Employmen respondents are using the Eastern pickles and
t 200 40 25% of the respondents are not taking Eastern
Business 100 20 pickles.
Professional 50 10 8. Most likely pickle of respondents
Farmer 50 10
TABLE No.8
Any other 100 20
Most likely pickle to buy from market
Total 500 100
The above chart shows that 40% of the Particulars No of respondents Percentage (%)
respondents are employed,20% of the
Garlic 5 1
respondents are doing business and other works,
Fish 50 10
10% of the respondents are doing professional
Meat 5 1
jobs and farmers.
Lemon 175 35
5. Monthly income of respondents Mango 265 53
TABLE No.5 Total 500 100
Classification based on monthly income of the The above chart shows that 53% of the
respondents respondents like to buy mango pickles, 35% of
Particulars No of Respondents Percentage (%) respondents purchase lemon pickles, 10% like
Below 5000 50 10 to buy fish pickle and 1% purchase garlic and
5000-10000 100 20 meat pickle.
10000-15000 100 20
15000-20000 50 10
Above 20000 200 40
Total 500 100
The above chart shows that 93% prefer to buy 18. Price level of Eastern compared to others
pickles in bottles and only 7% respondents TABLE No.18
prefer to buy pickles in sachets. Price level of Eastern products when compared
15. Quantity of pickles purchased to others
TABLE No.15 Particular
Quantity of pickles purchased by the s No of respondents Percentage (%)
respondents Too high 15 3
Particular High 20 4
s No of respondents Percentage (%) Same 75 15
100gm 52 52 Low 300 60
200gm 15 15 Too low 65 13
400gm 16 16 Total 500 100
1kg 12 12
Any other 5 5
Total 100 100 The above chart shows that 60% of the
respondents says price level of Eastern products
The above chart shows that 52% of the are low when compared with other brands, 15%
respondents purchase 100gm of pickles, 16% of respondents says price level of Eastern is same
the respondents purchase for 400gm, 15% of the as compared to others, 13% respondents says
respondents purchase 200gm, 12% of the Eastern price level is too low with others, 4%
respondents purchase 1kg and 5% of the respondents says Eastern products have high
respondents purchase in others quantities. price when compared with others and 3% says
16. Changing the flavor during season Eastern price is too high with others.
TABLE No.16 19. Preference of a new brand
Changing the flavor of pickles during season by TABLE No.19
the respondents Table showing the respondents to prefer a new
Particular brand pickle with all favors enters into the
s No of respondents Percentage (%) market.
Yes 58 58 Particular
No 42 42 s No of respondents Percentage (%)
Total 100 100 Yes 47 47
The above chart shows that 58% of the No 53 53
respondents change the flavors of their Total 100 100
preference for pickles as per the season and 42% The above chart shows that 53% of the
of the respondents are not changing their flavor respondents does not prefer a new brand pickle
of pickles along with the season. with all flavors when it enter into the market and
17. Worthiness of the volume of pickle for 47% prefer to buy new brands with all flavors
the price when it enter to the market.
TABLE No.17 20. Source of information
Worth of the volume of pickles for the price pay TABLE No.20
by the respondents Source of getting information regarding the
Particular pickle
s No of respondents Percentage (%) No of Percentag
Yes 390 78 Particulars respondents e
No 110 22 Retail shop display 260 52
Total 500 100 Newspaper or magazine 20 4
The above chart shows that 78% of the TV/radio advertisements 25 5
respondents are saying that the price they pay Word of mouth 140 28
for purchasing of any volume of pickle is worth Social media 10 2
for them and 22% respondents says volume of Others 45 9
the pickle is not worth for the price they for Total 500 100
purchasing. The above chart shows that 52% of the
respondents came to know about Eastern pickle
through retail shop display, 28% of the
Table No.24 .059, which is greater than the cut off value of
Summary of One way ANOVA Test statistics – .05. So our null hypothesis is accepted at a
preferred curry powder brands * age group of confidence level of 95%. Thus we conclude that
respondents in this case there is no association between male
Sum of Mean and female respondents regarding the factors
Squares df Square F Sig. affecting buying behaviour towards Eastern
Between
pickles.
276.563 4 69.141 89.103 .000
Groups
Within Groups 49 Hypothesis 4
68.347 .719 H0: There is no significant difference between
5
Total 49
factors affecting buying behavior towards
344.910 Eastern pickles across different age group of
9
respondents.
H1: There is significant difference between
In the output table of ANOVA test in the last
factors affecting buying behavior towards
column titled the asymmetric significance is
Eastern pickles across different age group of
found to be .000, which is lesser than the cut off
respondents.
value of .05. This indicates that at a confidence
As H0 is two sided, we could determine
level of 95%, the ANOVA test proves that the
rejection region applying 2- tailed test at 5%
hypothesis is significant. So our null hypothesis
level of significance. Hence, ANOVA test is
is rejected. Thus we conclude that in this case,
used for showing the difference in the mean
there is significant difference among the mean
ratings among respondents in different age
ratings given by the respondents of different age
groups regarding the factors affecting buying
groups regarding awareness about Eastern
behavior towards Eastern pickles.
pickles.
Table No.26
Summary of One way ANOVA Test statistics
Hypothesis 3
– factors affecting satisfaction towards Eastern
H0: There is no association between male and
curry powders * age group of respondents
female respondents regarding the factors
affecting buying behaviour towards Eastern Sum of Mean
Squares df Square F Sig.
pickles.
H1: There is association between male and Between 418.17
4 104.543 196.486 .000
Groups 2
female respondents regarding the factors
affecting buying behaviour towards Eastern Within Groups 49
49.538 .521
pickles. 5
Here Chi-Square test is used for showing the Total 467.71 49
association between male and female 0 9
respondents regarding the factors affecting
buying behaviour towards Eastern pickles. The In the output table of ANOVA test in the last
result is presented below. column titled the asymmetric significance is
Table No.25 found to be .000, which is lesser than the cut off
Chi-Square Tests - Gender of the Employees * Factors value of .05. This indicates that at a confidence
affecting buying behaviour level of 95%, the ANOVA test proves that the
Asymp. Sig. hypothesis is significant. So our null hypothesis
Value df (2-sided) is rejected. Thus we conclude that in this case,
Pearson Chi-Square 11.390 6 .059 there is significant difference among the mean
Likelihood Ratio 12.624 6 .049
ratings given by the respondents of different age
groups regarding the factors affecting buying
Linear-by-Linear
Association
1.663 1 .197 behavior towards Eastern pickles.
N of Valid Cases 100
From the output table of Chi-Square Test,
Asymmetric Significance of value is found to be
Most of the respondents don’t know the fact [7] Loudon David L. & Bitta Albert J. Della.,
that Eastern has got the Internationally (2004). Consumer Behaviour. Second ed.
recognized quality standards, so company Mc-Grawhill.
can give little concentration to that as people [8] Mathur (2001),“Dairy Scenario India Today
are so quality conscious. and Tomorrow”,All India Dairy Business
Keeping the cost, quality and return on Directory, Sadhana Prakashan,
investment in tact is necessary in order to Delhi,pp.29-34.
tackle the competition. [9] Philip Kotler, (2000, 2002 and 2008).
Marketing Management. Prentice Hall of
VII. CONCLUSION India.
A big majority of the customers thinks that [10]Ramasamy, K., Kalaivanan, G. and
Eastern is a good brand. As the factors like price, Sukumar, S., (2005), ‘‘Consumer behavior
promotion, packaging, availability etc. has great towards instant food products’‘. Indian
impact on the consumers buying behavior, Journal of Marketing, Vol.24, Issue.2-3,
Eastern can generate marketing strategies based pp.55-59.
on that. The study concluded that majority of the [11]Rees A.M. (1992), ‘‘Factors influencing
customers are satisfied and they prefer the brand consumer choice”, Journal of Social & Dairy
Eastern pickle. From the study, we can conclude Technology, Vol.45, No.4, pp.112-116.
that the quality advertisements do not change the [12]Schiff man Lenon G. & Kanuk Leslie Lazar
perception of customers. Media advertisements (2006). Consumer Behaviour. Prentice Hall
have very low role in attracting the customers. of India.
Most of the customers are aware of the product [13]Schiff man Lenon G., & Kanuk Leslie Lazar
through retail stores. Most of the respondents do (2006). Consumer Behaviour. Prentice Hall
not prefer a new brand pickle with all favors of India.
when it enters into market. From this we can [14]Sharma (2000), “Marketing of milk - An
conclude that Eastern Pickles product has a fair opinion survey of consumer perceptions,
number of loyal customers. Rajahmundry, AP”, Indian Journal of
Marketing, Vol. 2, No. 4, pp. 10-13.
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