MBA Project

INTERNSHIP REPORT ON
“A STUDY ON BRAND AWARENESS OF KWALITYSPICES
PRODUCTS TOWARDS THE CONSUMERS”
BY
GURUPRASAD NAIK
1KG15MBA14
Submitted to
VISVESVARAYA TECHNOLOGICAL UNIVERSITY
“JnanaSangama” Belgaum – 590018
In partial fulfilment of the requirements for the award of degree of
MASTER OF BUSINESS ADMINISTRATION
Under the Guidance of
INTERNAL GUIDE EXTERNAL GUIDE
ASST. PROF. PRADEEP, Mr.MANJUNATH
DEPT OF MBA HR MANAGER
KSSEM, BANGALORE-109 PAGARIYA FOOD PRODUCTS

PVT.LTD
Department of MBA
K.S. School of Engineering and Management
No. 15, Mallasasndra, off Kanakapura Road, Bangalore-560109
(2017)
DECLARATION
I, GURUPRASAD NAIK, hereby declare that the Internship report entitled “A
STUDY ON BRAND AWARENESS OF KWALITYSPICES PRODUCTS
TOWARDS THE CONSUMERS” with reference “Pagariya food products
pvt.ltd” at Harohalli” prepared by me under the guidance of Prof. Pradeep faculty
of M.B.A. Department, K. S. School of Engineering and Management and
external assistance by Mr. Manjunath at Pagariya food products pvt.ltd,
Harohalli.
I also declare that this Internship work is towards the partial fulfilment of the
university regulations for the award of degree of Master of Business Administration
by Visvesvaraya Technological University, Belgaum.
I have undergone a summer project for a period of Twelve weeks. I further
declare that this project is based on the original study undertaken by me and has not
been submitted for the award of any degree/ diploma from any other University/
Institution.
Place: GURUPRASAD NAIK
Date: SIGNATURE OF THE STUDENT

ACKNOWLEDGEMENT
The satisfaction and euphoria that accompany the success of any task would be
incomplete without the mention of the people who made it possible, whose constant
guidance and encouragement crowned my effort with success.
I take immense pleasure in thanking Dr. S. N. Sridhar, Principal, K. S. School of
Engineering and Management, Bangalore, for creating the right kind of milieu.
I am very thankful to Prof.Manjunatha.s, Head of Department, Department of
MBA, K.S. School of Engineering and Management, Bangalore, for him constant
motivation and encouragement.
I would like to thank my guide Asst.Prof. Pradeep Assistant Professor Department
of Master of Business Administration, K. S. School of Engineering and
Management, Bangalore, for identifying my area of work, reviewing it at every
stage and for him patient valuable hours serving as my project guide.
I extend my thanks to the entire faculty of the Department of Management Studies,
K. S. School of Engineering and Management, Bangalore, who have encouraged me
throughout this project.
I would like to record my sincere thanks especially to all staff of Kwality for their
great help. Last but not the least, I thank my family and friends for their invaluable
help and support during the project work.
GURUPRASAD NAIK
1KG15MBA14
LIST OF CONTENTS
CHAPTER NO. PARTICULARS PAGE NO.
Chapter no- 1 INTRODUCTION 1-5
Chapter no- 2 INDUSTRY AND COMPANY 6-17

PROFILE
Chapter no- 3 THEORETICAL BACKGROUND OF 18-24

THE STUDY
Chapter no- 4 DATA ANALYSIS, 25-62

INTERPRETATION
Chapter no- 5 FINDINGS, SUGGESTIONS & 63-65

CONCLUSION
 BIBLIOGRAPHY 
 ANNEXURE 
LIST OF TABLES
TABLE NO PARTICULARS PAGE NO.

Table 4.1 Aware of this Kwality product 25
Table 4.2 Sources for awareness about kwality products 27
Table 4.3 Factors to attract the Kwality products 29
Table 4.4 Brand awareness level of Kwality products 31
Table 4.5 The Market visibility of the product will influence 33

the awareness level of the product
Table 4.6 Flavours influencing the brand awareness 35
Table 4.7 Ranges of Kwality products 37
Table 4.8 Prefer to buy the Kwality Products 39
Table 4.9 Satisfaction level of Kwality products towards its 41

availability
Table 4.10 Opinion about the quality and taste of Kwality 43
products
Table 4.11 Impact of distribution channel on brand awareness 45
of products
Table 4.12 Impact on brand ambassador for brand awareness 47
Table 4.13 The prices & promotional activities of the company 49

impact on Brand awareness
Table 4.14 The packaging of Kwality Masala will influence 51
the brand awareness of its product
Table 4.15 Satisfaction level of brand awareness towards 53

promotional efforts of the company
Table 4.16 Factors affecting long term impact on brand 55
awareness
Table 4.17 Comparison of various brands in the market 57
Table 4.18 Various promotional strategies of Kwality products 59
Table 4.19 Overall rating of brand awareness 61

LIST OF CHARTS
CHART NO PARTICULARS PAGE NO.

Chart 4.1 Aware of this Kwality product
26
Chart 4.2 Sources for awareness about kwality products
28
Chart 4.3 Factors to attract the Kwality products
30
Chart 4.4 Brand awareness level of Kwality products
32
Chart 4.5 The Market visibility of the product will
34
influence the awareness level of the product
Chart 4.6 Flavours influencing the brand awareness
36
Chart 4.7 Ranges of Kwality products
38
Chart 4.8 Prefer to buy the Kwality Products
40
Chart 4.9 Satisfaction level of Kwality products towards its
availability 42
Chart 4.10 Opinion about the quality and taste of Kwality
products 44
Chart 4.11 Impact of distribution channel on brand
awareness of products 46
Chart 4.12 Impact on brand ambassador for brand awareness
48
Chart 4.13 The prices & promotional activities of the
50
company impact on Brand awareness
Chart 4.14 The packaging of Kwality Masala will influence
the brand awareness of its product 52
Chart 4.15 Satisfaction level of brand awareness towards

promotional efforts of the company 54
Chart 4.16 Factors affecting long term impact on brand
awareness 56
Chart 4.17 Comparison of various brands in the market

58
Chart 4.18 Various promotional strategies of Kwality
products 60
Chart 4.19 Overall rating of brand awareness

62
EXECUTIVE SUMMARY
This paper deals with the brand awareness concept of the Kwalityspices here the
research is done about the brand awareness of the organisation to understand its
position in the spices market. The questionnaire are framed related to the brand
awareness and distributed to the customers and identified and tabulated the data for
analysis and interpretation.
Through findings, the paper has accumulated certain information about the company’s
products brand which is stated as follows
 Most of the Customers are aware of kwality products

 Provisional departmental store is the major buyer of the kwality products
 The used customers of kwality products are satisfied with the product
 The respondents buy the product as influenced by celebrities
 The company will create more promotional and brand awareness
The paper offers several suggestions to the company for betterment of the brand, its
quality and to attract the new customers for wellness of the company. Hence the title
“A study on Brand awareness of Kwalityspices products towards consumers”
CHAPTER-1
INTRODUCTION
“A STUDY ON BRAND AWARENESS OF KWALITYSPICES PRODUCTS
TOWARDS THE CONSUMERS”
INTRODUCTION
Brand awareness is nothing but whenever a consumer is willing to purchase good or
service, the first name of the brand that clicks in his mind. The brand awareness is an
important instrument in the market, which helps the consumer too easy to recognize
the credibility of brand that will impact on the consumers purchasing decisions. In the
present period, the marketers essential to develop effective branding strategies for
products of the brand by investing and strengthening and its supply chain structure,
to increase more brand awareness for brands in-turn to make consumer’s brand
loyalty. Also, major companies will invest money on the utilization of the various
promotional & advertisement tools in creating the brand awareness & brand loyalty
with the consumers. Many of the company involved in food processing and other
commodities sector knows the importance of the brand awareness, brand image, brand
loyalty in the market. Also, brand is perceived in different way based upon their
uniqueness in market to build the brand equity & loyalty in the market with higher
competitions. Therefore, this research work depicts to know how Kwalityspices
promotional tools will impact on the brand awareness of the its product and what
strategies are implied by the Kwalityspices towards the consumer to increase the
brand equity and brand loyalty.
Foremost important factor for every or any business organization is awareness about
brand when doing promotional activities or advertisement through various ways
whether using social medias, newspapers, ads and brand ambassador to touching
consumers heart and mind to like to purchase reputed brand or the product & when
overall awareness level increases automatically goodwill of the company, sales, brand
loyalty and equity growing step by step
TOPIC CHOSEN FOR STUDY:

DEPARTMENT OF MANAGEMENT STUDIES, KSSEM Bangalore Page 1

STATEMENT OF THE PROBLEM

Any success of the organization depends on its Brand in the market. The customers
always prefer the branded products because of quality and pride to them. Hence the
company must create awareness of its products to increase its sales and to attract
many new customers. Therefore, it is important to understand the brand concepts and
awareness programs of products of the company. THE TITLE “A STUDY ON
BRAND AWARENESS OF KWALITYSPICES PRODUCTS TOWARDS THE
CONSUMERS”
NEED FOR STUDY:

Brand awareness is essential in making familiarity about the brand & its product. As
marketers must make the customer to recognize & have prior knowledge about the
available products. As marketers promotional efforts should make the customer to the
brand from their memory when given a clue about the brand. The brand awareness
will always create the huge demand for the product & also influence the market
situation.
OBJECTIVES OF THE STUDY:

 To study the brand awareness of Kwalityspices &its product.
 To study the factors that impact on the brand awareness of Kwalityspices.
 To know about the promotional& branding strategies adopted by the firm.
METHODOLOGY ADOPTED:
RESEARCH DESIGN:
Descriptive research design
SAMPLING SIZE:
Sampling size is 100 respondents
SAMPLING TECHNIQUE:
This research using Non-probability sampling technique was used for collecting
information from respondent or customers.

HYPOTHESIS:
A hypothesis is a formal conditional explanation of the normal relationship between at
least two factors under review An unmistakably expressed theory incorporates the
factors to be controlled or measured, distinguishes the populace to be analysed, and
demonstrates the proposed result of the review.
STATISTICAL TOOLS USED FOR DATA ANALYSIS:

Bar diagrams are used for this study
SOURCES OF DATA:
There are two ways of collecting information for research
PRIMARY DATA: This data collected from customers through with the help of
Questionnaire
SECONDARY DATA: second hand data collected from website and company
provides information.
REVIEW OF LITERATURE:
Aaker D (1996) research work portrays the importance of brand awareness& what
means to the market customers. Also, the brand awareness builds the image in the
mind of the customers, which help the customers to evaluate at various phases
As Per researcher Macdonald, E. K., & Sharp, B. M. (2000) study predicts that the
product knowledge is also very noteworthy for the customers because until they don’t
have proper information or awareness of products usefulness till than they will not
demand for the product in the market. Hence the facts about the product will always
create a positive or negative image of the product in the mind of customer.
As per Macdonald and Sharp (2000) study shows that the consumers must be
familiar & aware about the product and also they should have willing to buy the
product, which will influences on the purchase decision. Hence the firm must try to
create brand image & brand awareness by proper strategies and various promotional
tools to influence the buying behaviour of the consumers.

Gustafson &Chabot, (2007) study concluded that brand awareness of the product has
a major part while buying a product or service and also it may have control on
evaluation of perceived risk by consumers and their level of assurance about the
buying decision due uniqueness & brand awareness level is compare to other
company’s brandsin the market
Aaker, D (1990) study we can depict that brand awareness will increase the brand
loyalty with consumers and build the consumers’ confidence while consumer buying
process.
Percy et al., (2006) through his research work we can find out that the valuable brand
awareness will be created through the appearance of brands to the customers which
helps to mature a spur like reply from the consumers through which they are
capable to relate, identify, remembrance and be on the whole aware of brands.
Hence the Accessible brand tends to employ brand strengthening techniques to put up
on their brand awareness programs.

LIMITATIONS OF THE STUDY:

 Time is major obstacle for deep study.
 Small sample size is main limitation for the project.
 Sample (customers) may not provide accurate information, while conducting
survey & distributing questionnaires.
 The data or information gather may not relevant due to biased answer from the
selected sample.
 Many times, company does not like to reveal its privacy data because of
hacking issue from its competitors.
 This research is limit to Bangalore south only

CHAPTER-2
INDUSTRY
AND
COMPANY PROFILE
INDUSTRY PROFILE
In India witnessed quick development in food processing sector particularly during
1980s. It took after the primary period of the Green Revolution that had brought about
expanded agricultural production and the requirement for its post-harvest
management. The significance of the area was realized by the business group
prompting to expansion from grain trading to processing. now a day, Foodprocessing
industry is broadly perceived as a "sunriseIndustry’’ in India having huge potential for
inspiring agricultural economy, farming of largescale processed foodprocessing and
food-chain services, and the secondary age group of hire and export earnings. A huge
is taking place in international trade in farmed products, away from old-style towards
ready to eat food products. The Indian foodprocessing industry has an projected size
of $70 billion .India is the largest food processing industry manufacturing and ranks
fifth in size. Food processing Industry important factor is supported by the agriculture
sector, which is a important economic component, 60% employment opportunities
provided by the country's population and food processing industries contributing to
around 25% of India's Gross Domestic Product. Large natural resources have more
than 161 million hectares of farming land,15 millionhectares of fresh waterreservoirs,
the biggest people in the world and diverse agro- climatic situations, best suitable
favourable destination is India for growing the food processing industry,
as indicated by FICCI (2007). Inside the most recent two decades, a progressive
change has occurred here and without a doubt the procedure of this change is keeping
on quickening quickly and prepared sustenance’s have turned into the "IN" thing of
today for the families, the retailers and the business visionaries including extensive
business houses and multinationals. Sustenance handling industry is of tremendous
essentialness for India's advancement in light of the imperative linkages and
cooperative energies that it advances between two mainstays of the economy, to be
specific farming and industry. Basically, nourishment industry includes the business
development of sustenance from field to work. Likewise, the Indian sustenance
industry is basically send out situated. In this unique circumstance, there are
enormous open doors for fare situated prepared nourishments for medium scale
business people. India's rural handled sustenance’s fares are US $18.65 billion amid
2012-13 (Asha, 2013).

Ideal components like more youthful era, abnormal amounts of discretionary cash
flow and expanding working couples have added to the achievement of this division.
Details of food industry in India:

The 2nd greatest food manufacturer in the globe is India and it can possibly turn into
the biggest maker of nourishment in the entire world. FoodIndustry in India
incorporates ranch, drain and drain items, mixed drinks, poultry and meat, grain
handling, chocolates, vegetables and natural products, fisheries, and candy parlour.
The Food Industry in India doing cross outskirt exchange product wortharound US$
5.8 billion in 1998 while the total world support exchange stayed at US$ 438 billion.
This exhibits although India is one of the best food producers on the planet, it spoke
to only 1.5% of the overall trade sustenance as in 1998. India is the world's second
biggest manufacturer nest to China, and has the capability of being the greatest with
the sustenance and horticultural area. The foodprocessing industry is one of the
leading businesses in India-it is positioned fifth as far as generation, utilization, send
out and expected development. The sustenance business is on a high as Indians keep
on having a devour. Fuelled by what can be named as an impeccable element for any
industry – expansive expendable livelihoods - the nourishment segment has been
seeing a stamped change in utilization designs, particularly regarding sustenance.
Expanding earnings are constantly joined by an adjustment inthe sustenance wicker
container. The proportionate use on grains, beats, consumable oil, sugar, salt and
flavours decays as familyunits climbthe consumption classes in urban India while the
inverse occurs because drain and drain items, meat, egg and fish, foods grown from
the ground. For example, the proportionate consumption on staples (oats, grams,
beats) declined from45 per penny to 44 for each penny in country India while the
figure settled at 32 for every penny of the aggregate use on sustenance in urban India

REASONS FOR THE GROWTH OF THE FOOD INDUSTRY

 Improved urbanization in the nation has given an upgrade to the food business
in India.
 women likewise working all the part in the nation in view of which families
have more salary which they are spending in acquiring Ready to eat for the
efficient
 Improved the standard of living in the country because they reduce time for
cooking food therefore increased this sector products more demand in the
market.
 Nowadays more competition between retailers they disposing product to
consumer’s door service or home delivery (digital marketing)
 The customers will easily choose, review and choice up food products that
they like in a convenience that is comfortable.
COMPANY PROFILE
The PAGARIYA FOOD PRODUCTS PVT.LTD (Kwalityspices) incorporated on 13
October 2009. The lingering taste of recipes made by our grandmothers using the
home-made made, hand ground Masalas have been switched by readytouse ready mix
Masalas. To bridge the gap among the two, we at KWALITY present Masalas by
following the pioneering ways to achieve traditional Grandma’s flavour with a
homely taste. Kwality Spices and Food Products is one of the fastestgrowing brands
in this sector. From the house of Pagariya Foods, Kwality has more than 35 products
spread across Spices, Spicemix, CurryMix, Ready-to-eat, Cereals. KWALITY
disentangles the otherworldly mix of various flavours to shape a decent blend of
Masalas for your heavenly dishes. Its endeavours in drawing out the claims to fame of
Indian flavors and imparting the learning of mixed flavors to the Indian kitchen are
interesting and praiseworthy. The account of this fortune chase on the current
universe of Indian flavors has begun with a modest start as familyrun business which
now has changed into a professionally overseen association having roots crosswise
over India. At present Kwality company doing food processing activity at Plot no.
302-A, KIADB Industrial Area, Harohalli, Kanakapura (taluk), Ramanagaram
District. And corporate office

Sachin TowersNo270, 3rd floor, Albert Victor Road, Chamarajpet, Bangalore-560018

E: info@kwalityspices.com
Certified Company ISO22000: 2005

Kwality products are going under hygiene manufacturing process with all around
identified HACCP standards to finish the best quality. Good raw materials and are
taken care of in the wake of experiencing rigid quality control structures of present
worldwide principles. The items are squeezed and presented in world class packaging
with 'scent upkeep' development to pass on the new taste and flavor at the kitchen. It
is named non-government association &The things are full and showed in world class
packaging with the best in class office can convey one of the greatest extent of
sustenance things in Indiacovering Masalas, Spicepowders, Souppowders, Instant
things, Breakfastoats like Cornchips, Chocodrops, Oats, Muesli, et cetera.
BACKGROUND AND INCEPTION OF THE COMPANY

Pagariya Food Products Private Limited is a Private consolidated on 13 October 2009.
It is named Non-govt Company and is enrolled at Registrar of Companies, Bangalore.
Its approved share capital is Rs. 30,000,000 and its paid- up capital is Rs. 11,100,000
and its yearly broad meeting (AGM) was keep going hung on 30 September 2015 and
per records from service of Corporate Affairs, its asset report was keep going
documented on 31 March 2015.
Executives of Pagariya FoodProducts PrivateLimited are Bhawarlal Pagariya, Dheeraj
Kumar and Naresh Pagariya. In kwality company 30 factory workers, 60 contract
workers, factory staff 32 and sales department 102 employees working.
KWALITY items are mass-delivered underneath Good Manufacturingpractices with
globally trusted HACCP norms to fulfil the best quality. Crude materials are sourced
from thebest of thecultivators at various locales of India and are handled in the wake
of going through stringent quality control frameworks of current universal norms.
Items are produced and stuffed utilizing the condition of the innovation under great

assembling practice and HACCP rules to accomplish the best quality. our
organization
Is Halal confirmed moreover? The masalas are pressed and exhibited on the planet
class bundling with 'Fragrance RETENTION' innovation to convey the new taste and
flavour at the kitchen/at the feasting table.
KWALITY is likewise accessible in UAE, Qatar, Nepal, Malaysia, Mauritius, South
Africa, Kenya, Nigeria, Seychelles, Maladives, USA, Srilanka, Tanzania, expanding
its nearness over the globe today kwality items are accessible over the real parts of
India.
OBJECTIVES
 To preserve & maintain consistently the standards of flavour, aroma purity,
freshness and authenticity in each & every product pack.
 Kwality has a well-organized consumer distribution channel model to make
readily availability of spices in the shortest probable time across the nation.
MILESTONES OF THE COMPANY

 Pagariya food products Pvt.ltd incorporated on 2009 and its start-up business
 Then after food manufacturing plant at Harohalli industrial area & its business
transaction overseas also internationally HACCP, FSMS certified company
recognized ISO 22000:2005
 Kwality company manufacturing more than 50 products and 110 different size
of packing and it include ready to eat, instant and masala powder
 India mart leaders of tomorrow awards 2010
 Leading SMEs of India 2014
 Pagariya food products Business leaders 2015
PROMOTERS
 Bhawarlal Pagariya
 Naresh Pagariya
 Dheeraj Kumar

VISION MISSION AND QUALITY POLICY

Quality is our mission and the quality policy is our main tool in achieving it.
The policy is well defined and highly formalized as:
 To produce quality products with international standards of hygiene and
cleanliness
 To supply our customers defects free product with homely taste for better
Customer satisfaction
 To provide a work environment and cult me this promotes initiatives,
innovation and team work.
 To practice processes which are defined and measurable
PRODUCTS/ SERVICES PROFILE

Product name Ingredients
₹
375g Corn, Sugar, Malt
1.CORN FLAKES extract, Salt,
₹170 vitamins, minerals
Wheat flour, Sugar,

2.CHOCO FLAKES Cocoa powder,
375g Salt,
Calcium
₹198
Ragi flour, malt
3.RAGI FLAKES extract, oat, oat
375g bran, sugar,
₹140 iodised, salt,
vitamins, minerals

Chilli, coriander,
4.MEAT MASALA turmeric, mustard,
120g mint leaf and black
₹ 58 pepper
Poppy seeds,
5.CHICKEN MASALA 100g garlic, kasurimethi
₹ 58
Specially blended
6.KITCHEN KING spices for all kinds
100g of North Indian
₹56 Dishes.
7.BIRIYANI PULAV Coriander, red

MASALA chilli, cumin, mace
100g , black pepper
₹82
8.GARAM MASALA Coriander seed,

100g cloves, bay leaf,
₹65 cumin and mace
AREA OF OPERATION
Retailers – 42000
Wholesalers- 778
In India area of operation conducted by the Kwalityspices is six states that are
Karnataka, Tamilnadu, Andrapradesh, Maharashtra, Kerala and Goa these are major
consumers having selling large no of products and it have good distribution channel
andKwality company not only in domestic areas but it have 12 country’s operation is

overseas or international level like UAE, USA, Qatar, Nepal, Malaysia, Mauritius,
South Africa, Kenya, Nigeria, Seychelles and Maladives
INFRASTRUCTURE FACILITIES
 Company provide canteen & lunch facility for workers free of cost
 Organisation have good infrastructure and healthy environment in the factory
premises
 Company have good technology or aroma purity technology to produce
hygiene products
 Yearly once firm will organize games to workers for recreation
 Parking facilities are provided
 Restroom facility
COMPETITORS
 Everest
 Swastikas
 Maiya’s
 Eastern Masalas
 MTR
SWOT ANALYSIS
SWOT analysis is the process of examining or researching internal and external
activities of the company it helps to take corrective action towards both side
STRENGTH
 Our strength is product quality and satisfaction of consumers’ needs
 Leading small scale industry
 Efficient skilled work force
 International business
 Good infrastructure facility and environment
 It’s have good brand -customer’s easy to recognize
 Introducing new products

 Company control &Maintain hygiene food processing method

 Good distribution channel
WEAKNESS
 Products not available at remote areas (rural region)
 Lack of promotional activities
 High competition in market.
 Indian agricultural depends on monsoon season for raw materials.
OPPORTUNITIES
 Expansion of business plant different state
 Distributing kwality products Rural area’s
 Increase market share
 More coverage at rural areas
 Focus target region they unaware about product
THREATS
 New entrants and competitors are major threat to firm
 Consumers taste and preferences changes day to day
 Pricing strategy
 Attracting consumers, retailers and wholesalers is complicated
FUTURE GROWTH AND PROSPECTS

 Leading small scale industry because it will become top most company
 It will have established manufacturing plant different parts of the India in
future
 Maintain sustainable quality, purity and taste will influence growing company
 Basically, increases its market share then company will increase more brand
awareness activities in the market

7’S MICKINSEY’S FRAME WORK:

McKinsey 7-S system or model was created in 1980s by two advisors Tom Peters and
Robert Waterman, who were working at the McKinsey and Company counselling
firm, the essential commence of the model is that there are seven inner parts of an
association that should be related appropriately if the association needs to be
attainment
Struct
ure
Strate Syste
gy ms
Shared
values
Skills Style
Staff
SYSTEM
Kwalityspices is having various systems like financial and HR systems, information
system as well as communications and document storage. Through this system, they
coordinate various functions & try to control by evaluating each system effect on the
organization. Hence it has strict internal rules & policies with proper process to keep
all the staff & system on the track to achieve success.
STYLE
Kwality has both autocratic and democratic leadership style. This helps the employees
and low level people to suggest about their requirement some while time of their
work. Majority of the time all the actions and decisions about the activities in various
departments has been taken by the managers & its top-level management to have a
proper control on the process and its production
STAFF AND SKILLS

The manager of Kwality has compatible aspiration and this organization will try to
achieve its goals by managing those employee’s aspiration. For occasion, employees
with the desire to change their careers with growth in the requiredskills & talents

which are useful to the company & also that should be smoothen the additional
benefits for
Mutual gain & growth of the firm. The reward schemes need to be transparent and
reliable in ensuring that such reward schemes yield positive fruit for their employee’s
careers & growth within the organization. Hence proper care should be taken to
ensure that the benefits of teamwork are not lost in the face of individualistic schemes
whose original purpose is to boost inspiration and output
STRATEGY
Strategy is essential for the firm to attain competitive advantage & successfully
compete in the marketplace. Kwality Company has to developeda sound strategy for a
long term aligned goals. Company has good strategy for pricing, distribution, system,
promotional, production and market to achieve sustained competitive advantage and
successfully compete in the market. Hence company analyse the market situation and
company’s goals before making a sound strategy.
STRUCTURE
Kwality company organisational structure represents the way how the business
divisions and various units are organized and includes the information regarding who
is accountable to whom. Here the company has functional organisational structure in

Which each function has mangers or departmental head, who is responsible for
attaining the workload assigned to him.
SHARED VALUES
Kwalityspices will communicate to it employees regarding it’s the mission and vision
of the organization. The values explain as the corporate values include diligence,
integrity, and teamwork among others. However, the organizational culture that these
employees are intended to embrace tends to be in discordance with the aspirations of
individual employees which partially embraced and are only adhered to where there is
fear of encountering certain corrective measures. Also, management style on the
operational levels is participative where common operational problems are solved
collectively within the work groups
LEARNING AND EXPERIENCE

This brand awareness project will build my conceptual learning and in addition
convey presentation to the business and its bits of knowledge. This project is truly
useful for increasing various information with respect to external and inner elements
that effect on the brand and its awareness level in the market.
These are following learning experience outcome
 I learn strong disclosure to the company and understand its various functional
and marketing activities that impacts on building brand & equity of Kwality.
 I understand about several organization’s working culture and its environment
& its various functional departments
 I understood various roles of each organization employees& functional
departments.
 I learn that various factors influencing the brand awareness and brand loyalty
from this study.
 The various manufacturing process of Ready to eat products & also regarding
promotional events done at the company
 I understand how various customers perceive the product & prefer based upon
the brand name, quality & thickness

CHAPTER-3
THEORITICAL
BACKGROUND OF THE
STUDY
THEORETICAL BACKGROUND OF THE STUDY

Brand
Brand is termed as nothing but a name, symbol, design, logo or other feature that
helps to seller difference between two or more company products & easily identified
or recognize
Brand awareness meaning

Brand awareness is the level of consumer recognition of a company. It measures a
possible customer’s ability to identify a brand name but also secondary certain
company’s product or service. Brand awareness gives the company a unique identity
to the company and distinguishes the brand from the competitor’s product or brand.
Brand recall
Brand recall refers to a spontaneous ability to remember and refers to the ability of the
consumers to correctly elicit a brand name from memory when prompted by a product
line. Brand review shows a generally solid connection amongst a class and a brand
while mark acknowledgment demonstrates a weaker connection. At the point when
incited by an item classification, most purchasers can just review a moderately little
arrangement of brands, ordinarily around 3-5 mark names.
Inquire about proposes that the quantity of intrigue item classes, most customers can
just review maybe a couple brands that purchasers can review is influenced by both
individual and item considers including; mark reliability, mindfulness set size,
situational, use elements and instruction level. For example, customers who are
included with a classification, for example, substantial clients or item fans, might
have the capacity to review a marginally bigger arrangement of brand names than the
individuals who are less included.
Brand recognition
Brand recognition consumers willing to differentiate two brands. This does not really
require that the purchasers distinguish the brand name. Rather, it implies that
purchasers can perceive the brand when given it at the purpose of-offer or in the wake
of review its visual bundling.

FACTORS AFFECTING BRAND AWARENESS

 Advertisement: Advertisement is most effective instrument for organisation it
helps to growing company growing easily otherwise quit difficult. It is
attracting all the segments they can easily understood and visually attracted by
society and it is either paid or unpaid form
 The brand: Name is the important asset to company where company have
good image or goodwill in the market place or large population of buyers they
can easy to recognize the brand with the help of Brand name and it impacts
company sales and other activities
 Celebrities: Celebrities are important factors of any organisation they create

high expectation among both customers and ads is highly stimulating
consumers to buy the product& increasing sales and its brand value
 Parent organization: To a mind-boggling expansiveness the parent

association helps in propelling a brand the parent organization as a rule is
popular to the point that its image consequently get to be distinctly prevalent
and individuals get to be distinctly mindful about the item.
 Offers & Discounts: Using offers and discounts for sales promotion company
will create brand awareness activity It is impacted to recognizing brand and
decrease other competitor’s sales in the market place and building image in the
market place
 Public Relations: It is additionally a one of the principle figure that influences

the brand awareness. This apparatus will oversee and impact the brand
connection and goodwill with organization and publics. Henceforth
organization must utilize devices like official statement, interviews, occasions,
sponsorship, news discharge to expand the cognizance about the brand with
client and publics.

 Different &memorable: Today, we have a couple brands and its things that
give off an impression of being comparable and the correspondence in the
thing groups is associated. In this way, the organization must take activities to
separate their item and product offering to pull in and unmistakable with the
client and this item should be situated to separate their items from others.
 Slogan: These days’ check sections acknowledge an enormous part in brand

character and care, in like way which overhaul its photo regard. There must be
a solider interface between a motto and its jingle to expand the brand
awareness and make a substitute picture with various ascribes identified with
brand.
 Symbol exposure: It helps the customers for simple to perceive, to remember

and review a visual outline. An image or logo, which is associated with the
brand, can assume a key part in shaping the brand personality and awareness.
 Publicity: Publicizing is skilful approaches to get exposure that make

awareness at free of cost and furthermore reputation is non-paid type of
limited time apparatus to trade the thoughts, considerations about items and
association.
 Events: Events sponsorship is the other way of creating brand image among
customers with the help of company provide financial assistance to backward
areas
 Consider brand extensions: The Company must expand their brand image in
various products and its service. On the off chance that few products are
accessible than the organization can upgrade its awareness level in the more
location.
 Using cues: It is the one vital sign to a brand. At the point when the buyer
purchasing the item. On the off chance that he doesn't knowing brand or an
item or a brand. The main contact to the brand is package.

 The recall bonus: To accomplish a top place through predictable advancing

makes stamp Attention close by a strong brand which in change prompts to
falling survey of forceful brands
IMPORTANCE OF BRAND AWARENESS

 Brand mindfulness is major not simply since it passes on clients to your
business shockingly.
 It likewise expanded deals and even rehashes business. So it is essential.
 People seize the opportunity to buy from brand name the belief and that they
can recognize with, when your sign and motto are basic for them to recollect,
your picture comes to represent your association.
 Brand awareness is important to create relationship between client relation
WAYS TO DEVELOP BRAND AWARENESS

 Balancing content in media: As companies must have proper message
structure, message format and message source while implementing the
message in media while they are promoting the brand or product in the market.
 Focusing on right channels: There are so many traditional & social media
platforms available in the market, which helps the company to enhance the
brand awareness with time, more are coming up. However, it is careful that the
company recognizes the right social media which helps to find out the most
target users for your brand.
 Interaction and involvement: Company must try to interact with customers

in the market and try to take the feedbacks and share their opinions regarding
the product. Also the company must interact the customers with the customer
with the help of the social media and new technological tools to build brand
awareness.
 Involve people with mass appeal: company must use various appeals like
rational and emotional with the mass peoples in the society, which gives the
competitive advantages and increase the brand equity of the company.

 Use paid advertising: use various advertising Medias to increase and build
the brand awareness with the customer. This various ad will influence the
purchase decision of the consumer by recognizing the benefits related to it.
 Try sponsoring a giveaway: company must use various sponsors by

associating with the various social and cultural events. This gives the great
way to make brand popular through in the market.
CHALLENGES OF BRAND AWARENESS

 Conveying the Brand Awareness is an amazingly supervisor point in
exhibiting an association.
 It is imperative thoughtful to look at the reaction your group of onlookers has
towards the adjustment in bundling, promoting, items and messages sent
crosswise over through various means.
 They can confront solid rivalry from outside organizations.
 They can lose business focus standing up to from strong and checked
associations.
 The item is accessible to the client is one of the, technique in doing this.
Brand awareness and its hierarchy

The AIDA model
 Awareness (Through advertisement)
 Knowledge (about features of the product)
 Liking (like the product)
 Preference (compare like brand to another brand)
 Conviction (believe about the brand)
 Purchase (finally buy)

awareness
interest
desire
action
BENEFITS OF CREATING A HIGH LEVEL OF BRAND AWARENESS
Advantages are
 Learning
 Consideration
 Choice
Learning: -Learning it is a constant procedure it can influence everyday exercises to
the utilization of and impacts neighbour’s society individuals and social classes it can
more draw in to the client and image of the organization can store for drawn out
stretch of time.
Consideration: -consumers can buy of merchandise and enterprises he can simply

consider prudent and social focal points if the products can utilize and reuse them can
buy vast amount of items case: cool beverages after we can drink cool drink we can
utilize capacity of oil and so on.
Choice: -Making an abnormal state of brand awareness is that it can stimulus

decisions between brands in the thought set, regardless of the possibility that there are
basically no different association to those brands.

METHOD OF MEASURING OF BRAND AWARENESS

 Unaided recall tests: where the respondent is given an item classification and
made a request to choose whatever number brands as could be expected under
the circumstances. Along these lines, the unaided review test furnishes the
respondent without any pieces of information or prompts.
 Aided recall test: the respondent is incited with a brand name and asked
whether they have got it or caught wind of it. In some supported review tests,
the respondent may likewise be made a request to clarify what
They think about the brand e.g. to depict bundle, shading, logo or other
elements. Helped review tests are utilized to test for brand acknowledgment.
 Other brand-effects tests: Furthermore, to review tests, mark inquire about

frequently utilizes a battery of tests, for example, mark affiliation tests, mark
demeanour, mark picture, mark predominance, mark esteem, mark remarkable
quality and different measures of brand wellbeing

CHAPTER-4
DATA ANALYSIS
AND
INTERPRETATION
Table-4.1 shows: Aware of this Kwality product
NO. OF
PARTICULARS RESPONDENTS PERCENTAGE
PAST 6MONTHS 33 33
1-YEAR 21 21
BETWEEN 1-2 YEARS 39 39
2-4 YEARS 05 05
MORE THAN 4 02 02
YEARS
TOTAL 100 100
Analysis
From the above table shows that out of 100 respondents,33% respondents are aware
about product from past 6months, 21% from past 1Year, 39% are aware between 1-2 ,
12% from 2-4 years and 12% of them aware about product more than 4 years .

Chart-4.1 shows: Aware of this Kwality product
Respondents Are Aware of This Kwality Products

39%
40% 33%
35%
30%
21%
25%
20%
5%
15%
2%
10%
5%
0%
PAST 1-YEAR BETWEEN 1- 2-4 YEARS MORE
6MONTHS 2 YEARS THAN 4
YEARS
Interpretation
From the chart we can interpret that most of the respondents are aware about the
product in between 1-2yrs. Hence the company must create brand image in the minds
of the customer by its quality to recall the product for further generation.

Table-4.2 shows: Sources of respondents about Kwality products
NO. OF
FRIENDS 23 23
NEIGHBOUR’S 21 21
RELATIVES 19 19
ADVERTISEMENT& 15 15
INTERNET
ALL THE ABOVE 22 22
TOTAL 100 100
Analysis
From the above table shows that out of 100 respondents,23% of them came to know
through friends, 21% by neighbours,19% by relatives, 15% by ads & internet and
22% came to know about product through all of them.

Chart-4.2 shows: Sources of respondents about Kwality products
Respondents came to know
23% 21%
25% 19% 22%
15%
20%
15%
10%
5%
0%
Interpretation
From the chart we can interpret that most of the respondents came to know about the
product through friends & neighbours. Therefore company must try to communicate
the respondents through various promotional tools and interactive ads to increase the
sales.

Table-4.3 shows: Factors to attract the Kwality products
NO. OF
PRICE 13 13
BRAND 31 31
PACKAGING 09 09
QUALITY 25 25
TASTE 22 22
TOTAL 100 100
Analysis
From the overhead table shows that out of 100 respondents, 13% respondents says
price as factor of attraction, 31% by brand, 09% by packaging, 25% by quality and
22% by taste as factor for attraction of the product.

Chart-4.3 shows: Factors to attract the Kwality products
Factor of attraction or awareness

35%
31%
30%
25%
25%
22%
20%
13%
15%
9%
10%
5%
0%
PRICE BRAND PACKAGING QUALITY TASTE
Interpretation
From the chart we can interpret that most of the respondents predicts brand and
quality as the factors of attraction. Hence the company must focus on the other
attributes to increase the attraction of the product to loyal and potential customer and
also try to attract the competitor’s customers in the market.

Table-4.4 shows: Brand awareness level of Kwality products
NO. OF
GOOD 43 43
VERYGOOD 28 28
AVERAGE 09 09
BAD 13 13
VERY BAD 07 07
TOTAL 100 100
Analysis
From the above table shows that out of 100 respondents, 43% respondents rate the
awareness level as good, 28% as very good, 09% as average, 13% as bad and 07%
rate awareness level as very bad.

Chart-4.4 shows: Brand awareness level of Kwality products
Level of brand awareness
43%
45%
40%
35% 28%
30%
25%
9% 13%
20%
7%
15%
10%
5%
0%
GOOD VERYGOOD AVERAGE BAD VERY BAD
Interpretation
From the chart we can interpret that most of the respondents rate the awareness level
as good. Therefore the company must use various promotional mixes to reach the
customer and influence their purchase and awareness level in the market.

Table 4.5 shows: The Market visibility of the product will influence the
awareness level of the product
NO. OF
STRONGLY AGREE 43 43
AGREE 38 38
NO OPINION 11 11
DISAGREE 03 03
STRONGLY 05 05
DISAGREE
TOTAL 100 100
Analysis
From the above table shows that out of 100 respondents, 43% of respondents strongly
agree that market visibility influences awareness level, 38% has just agreed, 11% has
no opinion, 03% of them disagree and 05% of them strongly disagree.

Chart-4.5 shows: The Market visibility of the product will influence the
awareness level of the product
Market visibility influence the awareness level

50%
45% 43%
38%
40%
35%
30%
25% 11%
20% 5%
3%
15%
10%
5%
0%
STRONGLY AGREE NO OPINION DISAGREE STRONGLY
AGREE DISAGREE
Interpretation
From the chart we can interpret that most of the respondents strongly agree that
market visibility strongly influences the awareness level. Hence the company must
display the product in POD & POD, on billboards and other modes of advertisement
to increase the visibility level of the product to the consumers in the market.

Table-4.6 shows: Flavours influencing the brand awareness
NO. OF
AGREE 38 38
NO OPINION 09 09
DISAGREE 13 13
STRONGLY 07 07
DISAGREE
TOTAL 100 100
Analysis
From the above table shows that out of 100 respondents, 33% of strongly agree that
variety of flavour influence awareness level, 38% just agreed, 09% has no opinion,
13% of them disagrees and 07% respondents strongly disagrees.

Chart-4.6 shows: Flavours influencing the brand awareness
Variety of flavours will influence the brand awareness
38%
40%
33%
35%
30%
25%
20%
9% 13%
15%
10% 7%
5%
0%
STRONGLY AGREE NO DISAGREE STRONGLY
AGREE OPINION DISAGREE
Interpretation
From the chart we can interpret that most of the respondents agrees that flavour of the
product will influence the awareness level. Hence the company must provide various
types of tastes & flavoured product to influence the customer.

Table-4.7 shows: Ranges of Kwality products
NO. OF
CORN FLAKES 15 15
CHOCO FLAKES 18 18
BIRYANI PULAV 17 17
MASALA
GARAM & CHICKEN 13 13
MASALA
ALL OF ABOVE 37 37
TOTAL 100 100
Analysis
From the above table shows that out of 100 respondents, 15% of them knows only
corn flakes, 18% knows Choco flakes, 17% only biryani pulav Masala, 13% knows
garam& chicken Masala and 37% of them know all of the product of Kwality.

Chart-4.7 shows: Ranges of Kwality products
Kwality products are known to you

40% 37%
35%
30%
25%
18% 17%
20% 15%
13%
15%
10%
5%
0%
CORN CHOCO BIRYANI GARAM & ALL OF
FLAKES FLAKES PULAV CHICKEN ABOVE
MASALA MASALA
Interpretation
From the chart, we can interpret that most of the respondents know all the Kwality
products. Therefore company must promote the various products in different
advertising media to make the products know to customers under Kwality Brand.

Table-4.8 shows: Prefer to buy Kwality products
NO. OF
PROVISIONAL OR 35 35
GROCERY STORE
RELIANCE FRESH 18 18
STORE
BIZ BAZAAR 26 26
METRO & OTHER 20 20
MARTS
ONLINE 1 01
TOTAL 100 100
Analysis
From the above table shows that out of 100 respondents, 35% of them prefer to buy
from provisional store, 18% through reliance fresh store, 26% through big bazaar,
20% of them from metro & marts & 01% of them through online purchase.

Chart-4.8 shows: Prefer to buy Kwality products
Prefer to buy the product
35%
30%
25%
20% 35%
15% 26%
20%
10% 18%
5% 1%
0%
PROVISIONAL OR RELIANCE BIZ BAZAAR METRO & OTHER ONLINE
GROCERY STORE FRESH STORE MARTS
Interpretation
From the chart we can interpret that most of the respondents prefer to buy the product
from the provisional store and big bazaar. Hence the company must make the product
accessible easily at different location so that the customer can prefer to buy it.

Table-4.9 shows: Satisfaction level of Kwality products towards its availability
NO. OF
HIGHLY SATISFIED 35 35
SATISFIED 28 28
NO OPINION 11 11
DISSATISFIED 16 16
HIGHLY 10 10
DISSATISFIED
TOTAL 100 100
Analysis
From the above table shows that out of 100 respondents, 35% of them highly satisfied
with product availability at purchase point, 28% of them satisfied, 11% of them has
no opinion, 16% of them dissatisfied and 10% are highly dissatisfied with availability
of the product at purchase point.

Chart-4.9 shows: Satisfaction level of Kwality products towards its availability
Satisfaction level of product availability

40%
35% 35%
30% 28%
25%
20% 16%
15% 11% 10%
10%
5%
0%
HIGHLY SATISFIED SATISFIED NO OPINION DISSATISFIED HIGHLY
DISSATISFIED
Interpretation
From the chart, we can interpret that most of the respondents are highly satisfied with
the availability of product at various point. Hence the company must make the brand
available at various purchase point of the customer and make the customer to be brand
loyal without switching to the other competitor’s brand.

Table-4.10 shows: Opinion about the quality and taste of Kwality products
NO. OF
VERY GOOD 42 42
GOOD 32 32
AVERAGE 16 16
BAD 05 05
VERY BAD 05 05
TOTAL 100 100
Analysis
From the above table shows that out of 100 respondents,42% of them highly satisfied
with the quality and taste of the product, 32% of them satisfied, 16% of them has no
opinion, 5% of them dissatisfied and 5% of them highly dissatisfied with the taste and
quality of kwalityspices

Chart-4.10 shows: Opinion about the quality and taste of Kwality products
Opinion about the quality and taste
50%
42%
32%
40%
30% 16%
20% 5% 5%
10%
0%
VERY GOOD GOOD AVERAGE BAD VERY BAD
Interpretation
From the chart we can interpret most of the respondents are highly satisfied with the
quality and taste of the product .Hence company must try to collect the feedbacks
about the product taste and quality by proper research in the market & try to
customise the changes as per the customers demands to hold them for a long way.

Table-4.11 shows: Impact of distribution channel on brand awareness of

products
NO. OF
AGREE 52 52
NO OPINION 08 08
DISAGREE 08 08
STRONGLY DISAGREE 02 02
TOTAL 100 100
Analysis
From the above table shows out of 100 respondents, 52% of them agree that channel
of distribution highly impacted brand awareness level of products, 30% of them
strongly agree, 8% of them has no opinion, 8% of them disagree and 2% of them
strongly disagree about influence of channel on brand awareness.

Chart-4.11 shows: Impact of distribution channel on brand awareness of

products
Distribution will impact on brand awareness
30%
60% 52%
50%
40%
30%
8%
20% 8%
10%
0% 2%
STRONGLY
AGREE AGREE
NO OPINION Sales
DISAGREE
STRONGLY
DISAGREE
Interpretation
From the chart, we can predict the most of the respondents agree that distribution
channel will influence brand awareness level. Hence the company must make the
product easily available with various channel members to avoid the customer brand
switching to competitors product. Also the company must assist the channel members
for selecting the proper media to reach the target market & increase the brand
awareness.

Table-4.12 shows: Impact on brand ambassador for brand awareness
NO. OF
AGREE 40 40
NO OPINION 03 03
DISAGREE 05 05
STRONGLY DISAGREE 02 02
TOTAL 100 100
Analysis
From the above table shows out of 100 respondents, 50% of them strongly agree the
brand ambassadors are highly influence promotional and awareness level, 40% of
them agree, 3% of them no opinion, 5% of them disagree & 2% of them strongly
disagree

Chart-4.12 shows: Impact on brand ambassador for brand awareness
Impact of ambassador on brand awareness

50%
50%
45%
40%
40%
35%
30%
25%
20%
15%
3% 5% 2%
10%
5%
0%
AGREE DISAGREE
Interpretation
From the above chart we can predict that most of the respondents are strongly agree
that brand ambassadors will influence on brand awareness and its equity Hence
Company must select the most famous experts & chefs to communicate about the
product and its varieties of tastes.

Table-4.13 shows: The prices & promotional activities of the company impact on
Brand awareness
NO. OF
AGREE 28 28
NO OPINION 21 21
DISAGREE 15 15
STRONGLY 10 10
DISAGREE
TOTAL 100 100
Analysis
From the above table shows out of 100 respondents, 26% of them strongly agree with
the prices and promotional activities impact on brand awareness level, 28% of them
just agrees, 21% of them has no opinion, 15% of them disagree &10% of them
strongly disagree.

Chart-4.13 shows: The prices & promotional activities of the company impact on
Brand awareness
Influence of prices & promotional activities on brand awareness

30%
28%
26%
25%
21%
20%
15%
15%
10%
10%
5%
0%
AGREE DISAGREE
Interpretation
From the above chart, we can interpret price and promotional activity helps to
increase brand awareness level most respondents agree & strongly agree Hence
company must fix proper pricing & promotional strategies to impact on the potential
and loyal customers.

Table-4.14 shows: The packaging of Kwality Masala will influence the brand
awareness of its product
NO. OF
AGREE 43 43
NO OPINION 09 09
DISAGREE 07 07
STRONGLY 11 11
DISAGREE
TOTAL 100 100
Analysis
From the above table shows out of 100 respondents, 43% of them agree with the
packaging of product will influence the recognize of the brand, 30% of them strongly
agree, 9% of them No opinion, 7% of them disagree finally 11% of respondents are
strongly disagree

Chart-4.14 shows: The packaging of Kwality Masala will influence the brand
awareness of its product
Packaging influences the Brand awareness
43%
45%
40%
35% 30%
30%
25%
20% 11%
15% 9% 7%
10%
5%
0%
STRONGLY AGREE NO DISAGREE STRONGLY
AGREE OPINION DISAGREE
Interpretation
From the above chart, we can predict that most of the respondents are agree the good
packaging is influencing brand awareness. Hence the company must use various
methods of attractive packing of the product, which must be easily used and disposed
after the usage of the product.

Table-4.15 shows: Satisfaction level of brand awareness towards promotional

efforts of the company
NO. OF
HIGHLY SATISFIED 15 15
SATISFIED 25 25
AVERAGE 49 49
DISSATISFIED 04 04
HIGHLY 07 07
DISSATISFIED
TOTAL 100 100
Analysis
From the above table shows out of 100 respondents, 15% of them highly satisfied
with promotional & brand awareness level, 25% of them satisfied, 49% of them
average, 4% of them dissatisfied and 7% of them highly dissatisfied with promotional
& brand awareness level.

Chart-4.15 shows: Satisfaction level of brand awareness towards promotional

efforts of the company
Satisfication of promotional & brand awareness level

60%
49%
50%
25%
40%
30% 15%
20%
4% 7%
10%
0%
HIGHLY SATISFIED AVERAGE DISSATISFIED HIGHLY
SATISFIED DISSATISFIED
Interpretation
From the above chart, we can interpret most of the respondents are averagely satisfied
with promotional & brand awareness level. Hence the company must use proper
media planning process as per the target market and try to use various media vehicles
which are regional suitable to increase the brand awareness level.

Table-4.16 shows: Factors affecting long term impact on brand awareness
NO. OF
ADVERTISEMENT 23 23
SALES PROMOTION 17 17
PUBLICITY 12 12
PERSONAL SELLING 08 08
ALL THE ABOVE 40 40
TOTAL 100 100
Analysis
From the above table shows out of 100 respondents, 23% of them said that
advertisement has long term impact, 17% of them Sales promotions, 12% of them
publicity, 8% of them personal selling & 40% of them said that all the promotional
activity creates long term impact on brand awareness.

Chart-4.16 shows: Factors affecting long term impact on brand awareness
Long term impact of promotional activity
40%
40%
35% 23% 17%
30%
25% 12%
20% 8%
15%
10%
5% Series 1
0%
Interpretation
From the above chart, it can be interpreted that most of the respondent’s opinion that
all the promotional activity has long term impact on brand awareness. Hence
company must to use various promotional tools to reach the target market with proper
media strategy to enhance the brand equity.

Table-4.17 shows: Comparison of various brands in the market
NO. OF
MDH 18 18
KWALITY MASALA 15 15
EVEREST 17 17
MAIYA’S 18 18
MTR 32 32
TOTAL 100 100
Analysis
From the above table shows out of 100 respondents, 18% of them said that MDH has
more brand awareness activities, 15% of them said Kwality, 17% of them Everest,
18% of them opinion is Maiya’s and 32% of them said MTR company has more
brand awareness activities in the market

Chart-4.17 shows: Comparison of various brands in the market
Company with more brand awareness

35%
32%
30%
25%
18% 18%
20% 17%
15%
15%
10%
5%
0%
MDH KWALITY EVEREST MAIYA’S MTR
MASALA
Interpretation
From the above chart, we can interpret, the most of the respondents said that MTR has
more brand awareness activities compared to the other competitors. Hence company
must have proper media scheduling and high rate of reach to the customer to create
more brand awareness level in market.

Table-4.18 shows: Various promotional strategies of Kwality products
NO. OF
POPS & PODS 19 19
TV & INTERNET ADS 31 31
NEWSPAPERS & 26 26
PRINTED ADS
BILLBOARDS 14 14
TRANSIT ADS 10 10
TOTAL 100 100
Analysis
From the table express out of 100 respondents, 19% of them pops & pods, 31% of
them tv and internet, 26% of them newspapers and printed ads, 14% of them
billboards, 10% of them transit ads with the promotional strategies will be more
effective for awareness level

Chart-4.18 shows: Various promotional strategies of Kwality products
Kind of effective promotional strategy for brand awareness
35% 31% 26%

30%
25% 19%
20% 14% 10%
15%
10%
5%
0%
POPS & PODS TV & NEWSPAPERS BILLBOARDS TRANSIT ADS
INTERNET & PRINTED
ADS ADS
Interpretation
From the above chart we can predict that TV and internet ads are more effective for
brand awareness. Hence the company must adopt various promotional strategies &
media plan to enhance the sale of the product in the market and achieve the objectives
of the company.

Table-4.19 shows: Overall rating of brand awareness
NO. OF
EXCELLENT 19 19
GOOD 28 28
AVERAGE 36 36
BAD 09 09
VERY BAD 08 08
TOTAL 100 100
Analysis
From the above table shows out of 100 respondents, 19% of them rate excellent for
brand awareness of the kwality products, 28% of them good, 36% of the average, 9%
of them bad and 8% of them very bad.

Chart-4.19 shows: Overall rating of brand awareness
Rating of brand awareness
36%
40% 28%
35%
30%
19%
25%
20% 9%
15% 8%
10%
5% Series 1
0%
Interpretation
From the above chart we can predict that most of respondents said that company has
average brand awareness. Therefore the must put more effort towards brand
awareness level by adopting various promotional tools with proper frequency & reach
to the target the customer

CHAPTER-5
FINDINGS,
SUGGESTION AND
CONCLUSION
FINDINGS
 Most of the customers are brand aware about Kwality products from past1-2
years.
 Majority of the respondents prefer to buy the Kwality products from the
provisional store.
 Most of the respondent came to know about Kwality products through
neighbours& friends.
 Majority of respondents are highly satisfied about the quality & taste of
Kwality products
 Majority of respondents agree that channel of distribution will highly impact
on the brand awareness level of products
 Most of respondents are satisfied with the brand awareness level &
promotional effort of the company.
 Most of respondents said that they are satisfaction with the availability level of
the product in various purchase point
 Majority of respondent said brand & quality factor of attraction or awareness
of this Kwality Product.
 Most of respondents agreed brand ambassador will impact on the promotional
activity or awareness of the brand & its brand equity
 Majority of respondent’s TV ads promotional strategies will be more effective
for awareness level of customer.
 Majority of respondent’s rate good for brand awareness level of Kwality
Products.
 Most of the respondents strongly agree that market visibility of the product
will influence the awareness level of the product.
 Majority of the respondents agree that the variety of flavours will influence the
brand awareness.
 Most of the respondents agreed that the prices & promotional activities of the
company impact on Brand awareness
 Almost of the respondents said that they know all varieties of the Kwality
products.

SUGGESTIONS
 Company must communicate the respondents through various promotional
tools and interactive ads to increase the brand awareness sales.
 Company must make the product accessible easily at different location so that
the customer can prefer to buy it.
 Company must focus on the other factors to increase the attraction of the
product to loyal and potential customer and also try to attract the competitor’s
customers in the market.
 Company must use various promotional mixes to reach the customer and
influence their purchase and awareness level in the market.
 The company must display the product in POD & POD, on billboards and
other modes of advertisement to increase the visibility level of the product to
the consumers in the market.
 The company must provide various types of tastes &flavoured product to
influence the customer brand awareness.
 Company must promote the various products in different advertising media to
make the products know to customers under Kwality Brand.
 Company must try to collect the feedbacks about the product taste and quality
by proper research in the market & try to customize the changes as per the
customer’s demands to hold them for a long way.
 Company must make the product easily available with various channel
members to avoid the customer brand switching to competitor’s product.
 Also, the company must assist the channel members for selecting the proper
media to reach the target market & increase the brand awareness.
 Company must select the most famous experts & chefs to communicate about
the product and its varieties of tastes.
 Company must fix proper pricing & promotional strategies to impact on the
potential and loyal customers.

CONCLUSION
Brand awareness plays a vital role in increasing the company sales & generating the
revenue for the company. As nowadays due to high competition in the market, its
tough challenge for the company to hold on the customer and overcome the brand
switching. Also, the company must use various promotional tool and sources for
brand awareness to enhance the goodwill of the firm with the customer. Brand
awareness enhances the brand value or equity which in turn can be leveraged through
brand extension. Also, the company must make the product available and accessible at
various places of purchase which enhances the brand awareness level in the market.
Therefore, effective measures by the company will enhances the awareness level in
the market by good quality, taste, services, promotions & deals etc, which helps the
company to sustain for a longer period in the market & also avoids brand switching of
the customers.

BIBLIOGRAPHY
BIBLIOGRAPHY
WEBSITES
 www.kwalityspices.com
 www.zaubacorp.com
 www.Wikipedia.com
Books
 Marketing management- Philip Kotler

 Strategic brand management- Keller
Other
 Kwality broacher
ANNEXURE
Dear Sir / Madam, I am, GURUPRASAD NAIK student of K S School of
Engineering & Management, perusing MBA 4th semester as part of my course, I am
doing research. “A STUDY ON BRAND AWARENESS OF KWALITYSPICES
PRODUCTS TOWARDS THE CONSUMERS”
Kindly provide your co-operation in filling this questionnaire and enable to conduct
the research successful.
PERSONAL DETAILS:
NAME:
Address:
Email:
Contact No:
QUESTIONNAIRES
1. How long you are aware of this Kwality product ?
a) Past 6-months
b) 1-Year
c) Between 1-2 Years
d) 2-4 Years
e) More than 4 Years
2. How did you come to know about Kwality Product ?

a) Friends
b) Neighbour’s
c) Relatives
d) Advertisement & Internet
e) All of the above
3. Which is the basic Factor of attraction or awareness of this Kwality Product ?

a) Price
b) Brand
c) Packaging
d) Quality
e) Taste
4. What is the Brand awareness level of Kwality products ?

a) Very good
b) Good
c) Average
d) Bad
e) Very bad
5. Does the Market visibility of the product will influence the awareness level of
the product ?
a) Strongly agree
b) Agree
c) No opinion
d) Disagree
e) Strongly disagree
6. Do you agree that the variety of flavoured product will influence the Brand
awareness ?
a) Strongly agree
b) Agree
c) No opinion
d) Disagree
7. Which of the Kwality products are known to you ?

a) Corn flakes
b) Choco flakes
c) Biryani pulav Masala
d) Garam & chicken Masala
e) All the above
8. Where do you prefer to buy the Kwality Products ?

a) Provisional or grocery store
b) Reliance fresh store
c) Biz bazaar
d) Metro & other marts
e) Online
9. Are you satisfaction with the availability level of the product in various
purchase point ?
a) Highly satisfied
b) Satisfied
c) No opinion
d) Dissatisfied
e) Highly Dissatisfied
10.What is the opinion about the quality &taste of Kwality product ?

a) Very good
b) Good
c) Average
d) Bad
e) Very bad
11. Do you agree that channel of distribution will highly impact on the brand
awareness level of products ?
a) Strongly agree
b) Agree
c) No opinion
d) Disagree
12. Do you agree Brand ambassador will impact on the promotional activity or
awareness of the Brand & its Brand equity ?
f) Strongly agree
g) Agree
h) No opinion
i) Disagree
j) Strongly disagree
13. Do you agree that the prices & promotional activities of the company impact
on Brand awareness ?
a) Strongly disagree
b) Disagree
c) No opinion
d) Agree
e) Strongly agree
14. Do you agree that the packaging of Kwality Masala will influence the brand
awareness of its product ?
a) Strongly agree
b) Agree
c) No opinion
d) Disagree
15. Are you satisfied with the brand awareness level & promotional effort of the
company ?
a) Highly satisfied
b) Satisfied
c) Average
d) Dissatisfied
e) Highly dissatisfied
16. Which promotional activity do you think can create a long term impact on
Brand awareness ?
a) Advertisement
b) Sales promotion
c) Publicity
d) Personal selling
e) All of the above
17. Which company has more brand awareness activities in the market ?
a) MDH
b) Kwality Masala
c) Everest
d) Maiya’s
e) MTR
18. What kind of the promotional strategies will be more effective for awareness
level of customer ?
a) POPs & PODs
b) TV & internet ads
c) Newspapers & printed ads
d) Billboards
e) Transit ads
19. How do you overall rate the Brand awareness of the Kwality products ?
a) Excellent
b) Good
c) Average
d) Bad
e) Very bad

MBA Project

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INTERNSHIP REPORT ON

“A STUDY ON BRAND AWARENESS OF KWALITYSPICES

PRODUCTS TOWARDS THE CONSUMERS”

In partial fulfilment of the requirements for the award of degree of

MASTER OF BUSINESS ADMINISTRATION

Under the Guidance of

INTERNAL GUIDE EXTERNAL GUIDE

ASST. PROF. PRADEEP, Mr.MANJUNATH

DEPT OF MBA HR MANAGER

KSSEM, BANGALORE-109 PAGARIYA FOOD PRODUCTS

No. 15, Mallasasndra, off Kanakapura Road, Bangalore-560109

I, GURUPRASAD NAIK, hereby declare that the Internship report entitled “A

STUDY ON BRAND AWARENESS OF KWALITYSPICES PRODUCTS

TOWARDS THE CONSUMERS” with reference “Pagariya food products

pvt.ltd” at Harohalli” prepared by me under the guidance of Prof. Pradeep faculty

of M.B.A. Department, K. S. School of Engineering and Management and

external assistance by Mr. Manjunath at Pagariya food products pvt.ltd,

university regulations for the award of degree of Master of Business Administration

by Visvesvaraya Technological University, Belgaum.

I have undergone a summer project for a period of Twelve weeks. I further

Place: GURUPRASAD NAIK

Date: SIGNATURE OF THE STUDENT

guidance and encouragement crowned my effort with success.

I take immense pleasure in thanking Dr. S. N. Sridhar, Principal, K. S. School of

I am very thankful to Prof.Manjunatha.s, Head of Department, Department of

motivation and encouragement.

I would like to thank my guide Asst.Prof. Pradeep Assistant Professor Department

of Master of Business Administration, K. S. School of Engineering and

Management, Bangalore, for identifying my area of work, reviewing it at every

I extend my thanks to the entire faculty of the Department of Management Studies,

K. S. School of Engineering and Management, Bangalore, who have encouraged me

throughout this project.

help and support during the project work.

CHAPTER NO. PARTICULARS PAGE NO.

Chapter no- 1 INTRODUCTION 1-5

Chapter no- 2 INDUSTRY AND COMPANY 6-17

Chapter no- 3 THEORETICAL BACKGROUND OF 18-24

Chapter no- 4 DATA ANALYSIS, 25-62

Chapter no- 5 FINDINGS, SUGGESTIONS & 63-65

TABLE NO PARTICULARS PAGE NO.

Table 4.2 Sources for awareness about kwality products 27

Table 4.3 Factors to attract the Kwality products 29

Table 4.4 Brand awareness level of Kwality products 31

Table 4.5 The Market visibility of the product will influence 33

Table 4.7 Ranges of Kwality products 37

Table 4.8 Prefer to buy the Kwality Products 39

Table 4.9 Satisfaction level of Kwality products towards its 41

Table 4.13 The prices & promotional activities of the company 49

Table 4.15 Satisfaction level of brand awareness towards 53

Table 4.17 Comparison of various brands in the market 57

Table 4.18 Various promotional strategies of Kwality products 59

Table 4.19 Overall rating of brand awareness 61

CHART NO PARTICULARS PAGE NO.

Chart 4.15 Satisfaction level of brand awareness towards

Chart 4.17 Comparison of various brands in the market

Chart 4.19 Overall rating of brand awareness

 Most of the Customers are aware of kwality products

TOPIC CHOSEN FOR STUDY:

DEPARTMENT OF MANAGEMENT STUDIES, KSSEM Bangalore Page 1

STATEMENT OF THE PROBLEM

NEED FOR STUDY:

OBJECTIVES OF THE STUDY:

DEPARTMENT OF MANAGEMENT STUDIES, KSSEM Bangalore Page 2