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2011

Summer Internship Project Report


Study on Consumer Behaviors and Buying Pattern for Retail Van & HoReCa

Pradeep Chauhan Xcellon Institute, School of Business Submitted on 16/09/2011

A Report On Study on Consumer Behaviour and Buying Pattern for Retail Van & HoReCa At Anil Ltd. BY Pradeep Chauhan

School of Business, Ahmedabad

Company Guide: Mr. Ajay Sharma Dy. Manager, Anil Ltd. Ahmedabad

Faculty Guide: Mr. Mukul Kumar HR Faculty, Xcellon Institute Ahmedabad

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CERTIFICATE
This is to certify that_________________________________________________, has completed his summer internship at___________________________ ________________________and has submitted this project report entitled _________________________________________________________________ towards partial fulfilment of the requirements for the award of the Post Graduate Basic Diploma in General Business Management for the Academic Year 2010-2011. This Report is the result of his own work and to the best of my knowledge no part of it has earlier comprised in any other report, monograph, dissertation or book. This project was carried out under my overall supervision. Date: Place:

______________________ Internal Faculty Guide

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Acknowledgements
The satisfaction and excitement that accompanies the successful completion of any task would be incomplete without the mention of the people who made it possible. Hard work, resolve, determination and most importantly encouraging guidance and advice, which served as a guiding light, crowned my efforts with success.

First and foremost, I wish to express my deep gratitude to Mr. Amol Sheth Chairman & Managing Director, Ahmedabad for granting this unique and wonderful opportunity for carrying out my project work in Anil Ltd.

I will be forever grateful to Mr. Ejaz Quereshy (GM, Sales), Anil Ltd. Ahmedabad, allowing me to be part and for the invaluable directions and encouragement he provided throughout the project term. I wish to express my whole hearted thanks to my guide Mr. Ajay Sharma (Dy. Manager, Sales), whose inspiration, valuable suggestions and guidance helped in finishing the project within the specific time.

I would like to express my deep and sincere thanks to my college guide Prof. Mukul Kumar, Faculty, HR, Xcellon Institute, School of Business, for his constant support and encouragement.

I would also like to thank everyone who has been involved directly or indirectly in this project.

Pradeep Chauhan Xcellon Institute

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Table of Contents
ACKNOWLEDGEMENTS ........................................................................................................ 4 EXECUTIVE SUMMARY .......................................................................................................... 7 1. INDUSTRY PROFILE .......................................................................................................... 8
1.1 1.2 1.3 1.4 1.5 ADVANTAGE IN INDIA .............................................................................................................................. 8 INDIA'S POSITION IN WORLD'S PRODUCTION ............................................................................................... 9 KEY GROWTH DRIVERS OF FOOD PROCESSING SECTOR IN INDIA....................................................................... 9 KEY OPPORTUNITIES IN FOOD PROCESSING SECTOR ....................................................................................... 9 EXPORTS ............................................................................................................................................. 10

2. COMPANY PROFILE: ....................................................................................................... 11


2.1 2.2 2.3 2.4 2.5 2.6 HERITAGE:........................................................................................................................................... 11 JOURNEY ............................................................................................................................................. 11 MILESTONES ........................................................................................................................................ 12 VISION:............................................................................................................................................... 13 MISSION: ............................................................................................................................................ 13 SAFETY, HEALTH & ENVIRONMENT INITIATIVES: ......................................................................................... 13

3. 4PS OF ANIL LTD............................................................................................................. 15


3.1 PRODUCTS:.......................................................................................................................................... 15 3.1.1 QUALITY: .......................................................................................................................................15 3.1.2 INFRASTRUCTURE: ...........................................................................................................................16 3.1.3 TEXTILE .........................................................................................................................................16 3.1.4 FOOD & BEVERAGES........................................................................................................................16 3.1.5 PAPER. ..........................................................................................................................................16 3.1.6 PHARMACEUTICALS .........................................................................................................................16 3.1.7 ANIMAL FEED .................................................................................................................................16 3.1.8 OTHERS .........................................................................................................................................17 3.2 PRICE ................................................................................................................................................. 17 3.3 PROMOTION ........................................................................................................................................ 17 3.4 PLACE: ................................................................................................................................................ 17

4. SWOT ANALYSIS OF ANIL LTD. .................................................................................. 18


4.1 4.2 4.3 4.4 STRENGTHS: ........................................................................................................................................ 18 WEAKNESS .......................................................................................................................................... 18 OPPORTUNITY ...................................................................................................................................... 18 THREAT............................................................................................................................................... 18

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5. PROJECT INTRODUCTION ........................................................................................... 19


5.1 WORK ASSIGNED BY THE COMPANY: ......................................................................................................... 19 5.1.1 MARKETING RESEARCH ....................................................................................................................19 5.1.2 IDENTIFY ASSORTMENT SIZE: ............................................................................................................20 5.1.3 IDENTIFY ROUTE PLAN: ....................................................................................................................20 5.1.4 AREA OBSERVATION: .......................................................................................................................20 5.1.5 TAKING PERMISSION FROM THE CHAIRMEN: ........................................................................................20 5.1.6 PLACE FOR RETAIL STORE..................................................................................................................20 5.1.7 UNDERSTAND HORECA BUSINESS ......................................................................................................20 5.2 RESEARCH PROCESS: ............................................................................................................................. 21 5.2.1 RESEARCH PROBLEM: ......................................................................................................................21 5.2.2 MANAGEMENT RESEARCH PROBLEM:.................................................................................................21 5.2.3 RESEARCH OBJECTIVE: .....................................................................................................................21 5.2.4 SCOPE OF THE STUDY .......................................................................................................................21 5.2.5 RESEARCH METHODOLOGY:..............................................................................................................22 5.2.6 RESEARCH DESIGN: .........................................................................................................................22 5.2.7 RESEARCH QUESTIONNAIRE: .............................................................................................................22

6. RESULTS AND ANALYSIS ............................................................................................. 23


6.1 FINDINGS IN CONSUMER RESEARCH.......................................................................................................... 30 6.2 SUGGESTIONS ...................................................................................................................................... 31

7. LEARNINGS ...................................................................................................................... 32 8. REFERENCES ..................................................................................................................... 33 9. APPENDIX .......................................................................................................................... 34


9.1 QUESTIONNAIRE ................................................................................................................................... 34 9.1.1 CONSUMER BUYING BEHAVIOUR QUESTIONNAIRE:...............................................................................34 9.1.2 SECOND QUESTIONNAIRE FOR HORECA BUSINESS ...............................................................................37 9.2 ROUTE PLAN FOR VAN ........................................................................................................................... 40 9.1 FINDINGS IN HORECA ............................................................................................................................. 42

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Executive Summary
It was a very nice experience of Two Month Internship program for me to work with Anil ltd. during the two months of Summer Training I worked on Foods (Fruits & Vegetables, Dairy, Bakery Product) Industry. My project was based on Food Processing and Retail Venture of Fruits & Vegetables. My Firm primarily wants to get engaged into the present value chain by Providing Processed Food Solutions to customers and also to provide retail convenience.

As part of Baska Farm retail, initially they wish to start with Ahmedabad and later on to be a Pan India phenomenon. Later on In Baska Farm Food Processing they wish to enter in to Instant Mixes, Ready to Cook, Ready to Eat, Frozen, Retort Packs, and Imported Sauces etc..

In this project The Customer focus will be to cater: HoReCa Hotels, Restaurants & Caterers. Institutions Modern Retail Outlets, Government Services etc. Retail Mobile Retail, Shop in Shop & Retail Outlets. Private labels Modern Retailers, FMCG Companies etc. Exports US, UK, South East Asian Countries, Africa etc.

Second Was HoReCa Business. The main purpose of our project was: Identify Assortments / Pack Sizes Ideal Quantity of each assortment Van Retail Identify Route Plan / Society Identification / Tie up for Van Retail Survey the Right Location for Retail store Survey the Assortments / Pack sizes for Retail Store. Understand how HoReCa business operate and trying get a foot hold. Understand Modern Retail, buying Pattern and trying to get registered with them.

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1.

Industry Profile

Food processing involves any type of value addition to agricultural or horticultural produce and also includes processes such as grading, sorting and packaging which improve shelf life of food products. The food processing industry provides critical linkages and synergies between industry and agriculture. The Food Processing Industry sector in India is one of the largest in terms of production, consumption, export and growth prospects. The government has accorded it a high priority, with a number of fiscal reliefs and incentives, to encourage commercialization and value addition to agricultural produce, for minimizing pre/post harvest wastage, generating employment and export growth. India's food processing sector covers a wide range of products fruit and vegetables; meat and poultry; milk and milk products, alcoholic beverages, fisheries, plantation, grain processing and other consumer product groups like sweets, chocolates and cocoa products, Soya-based products, mineral water, high protein foods etc. Indian food processing industry is widely recognized as a 'sunrise industry' having huge potential for uplifting agricultural economy, creation of large scale processed food manufacturing and food chain facilities, and the resultant generation of employment and export earnings. The industry is estimated to be worth around US$ 67 billion and employing about 13 million people directly and about 35 million people indirectly. The food processing sector in India is geared to meet the international standards. Food Safety and Standards Authority of India has the mandate to develop standards and also to harmonise the same with International Standards consistent with food hygiene and food safety requirement and to the conditions of India's food industry. Two nodal agencies, Agricultural & Processed food products Export Development Authority (APEDA) and Marine Products Export Development Authority (MPEDA), were formed for promoting exports from India. MPEDA is responsible for overseeing all fish and fishery product exports; APEDA, on the other hand, holds responsibility for the exports of other processed food products.

1.1 Advantage in India


India is one of the largest food producers in the world India has diverse agro-climatic conditions and has a large and diverse raw material base suitable for food processing companies

India is looking for investment in infrastructure, packaging and marketing India has huge scientific and research talent pool Well developed infrastructure and distribution network

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Rapid urbanisation, increased literacy, changing life style, increased number of women in workforce, rising per capita income- leading to rapid growth and new opportunities in food and beverages sector

50 per cent of household expenditure by Indians is on food items Strategic geographic location (proximity of India to markets in Europe and Far East, South East and West Asia).

1.2 India's Position in World's Production


Largest producer of milk in the world (105 million tonnes per annum) Largest livestock population(485 million tonnes per annum) Second largest producer of fruits & vegetables (150 million tonnes per annum) Third largest producer of food grain (230 million tonnes per annum) Third largest producer of fish (7 million tonnes per annum) 52% cultivable land compared to 11% world average All 15 major climates in the world exist in India 46 out of 60 soil types exist in India 20 agri-climatic regions

1.3 Key Growth Drivers of Food Processing Sector in India


Increasing spending on health and nutritional foods. Increasing number of nuclear families and working women Changing lifestyle Functional foods, fresh or processed foods Organised retail and private label penetration Changing demographics and rising disposable incomes

1.4 Key Opportunities in Food processing Sector


Processable varieties of crop Contract farming Investments in infrastructure through Public Private partnership (PPP) Mega Food parks

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Integrated cold chain Food safety Management Systems

1.5 Exports
Exports of organic food products are expected to grow five-fold by 2015, according to the Agriculture and Processed Food Products Export Development Authority (APEDA). The Government agency expects exports to touch US$ 1.43 billion by 201415 against US$ 280 million in 2010-11. Exports of agricultural products from India are expected to cross around US$ 22 billion mark by 2014 and account for 5 per cent of the worlds agriculture exports, according to the Agricultural and Processed Food Products Export Development Authority (APEDA). Spice Board has revealed that the export of spices from India during 2010-11 has registered an-all-time-high both in quantity and value. During the year, a total of 5, 25,750 tones of spices and spice products valued at US$ 1,502.85 million were exported, as against 5, 02,750 tones valued at US$ 1,173.75 million in 2009-10. This is an increase of 5 per cent in volume and 28 per cent in dollar terms of value. India will be setting up a global platform for spice trade. The organization named World Spice Organization (WSO) will be headquartered in the Kochi, Kerala. Spice related organizations across the world will be coordinating prices across the world and address the issue of food safety regulations through WSO.

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2. Company Profile:
2.1 Heritage:

More than 70 Years of Experience Pioneer in the Corn Wet Milling Industry in India From a humble start of 1ton/day grind, today grinds 550tonnes/day Pioneering new technologies Located in the prime locality of Ahmedabad, Gujarat on a land area of 150,000 square meters within 5km proximity to international airport

First manufacturer of corn starch and its derivatives in the country Catering to wide range of over 30 End User Industries

2.2 Journey:
Anil Limited was founded in 1939, under the pioneering vision of Shri Chinubhai Manibhai Sheth. Today, our vision continues to become Indias leading Business Group with a global outlook offering innovative value added Products & Services through Technological, Conceptual and Execution excellence. Anil Limited, the groups flagship company pioneered the introduction and manufacture of various corn wet milling, products for textile, paper, food, pharmaceutical and other industries in India. Over the last 15 years, Management Team has implemented the vision of moving from a family managed, starch focused company to a professionally managed, diversified group while maintaining a steady course of growth. The range of products that Anil Limited manufactures is Native Starch, Chemical Starch, Modified Starches, Dextrin, Dextrose Monohydrate, Liquid Glucose, Corn Syrup, and Sorbitol. Anil Limited has a large range of modified starches that caters to various applications in these industries. The core strengths of Anil Limited is its relentless pursuit of innovation and research and development capabilities coupled with a keen sense of understanding the ever changing needs of its customers. Anil Limited is a publicly listed company and traded on the BSE, Indias premier stock exchange and has a market capitalization of approximately Rs. 200 crores.

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2.3 Milestones:
1941 1943 1951 1959 1967 1970 Commencement of Corn Wet Milling (CWM) facility Commencement of Corn Syrup Production Commencement of Calcium Gluconate facility Commencement of Dextrose facility Commencement of Enzymes facility Commencement of Anhydrous dextrose production Established R & D Commencement of Sorbitol production Gradual augmentation of starch manufacturing capacities Re-engineering of Business Focus Increased activity on R&D front &commercialization of new modified starch Major Corporate Restructuring (Consolidation of starch business, Hiving of Non-starch business) Augmentation of CWM capacity to 350 TPD Completion of bottlenecking exercise Further augmentation of CWM capacity to 400 TPD Commencement of Pharma starch plant Commercialization of three major modified starches Installation of new FBC Boiler Augmentation of R&D pipeline by addition of new products Increase of CWM capacity to 450 TPD Increase of capacities of value added products Increase of CWM capacity to 500 TPD Increase of capacities of value added products Installation of ERP-SAP Increase in capacity of modified starches. Also Anil Hospitality Ventures Limited established

1976 1980

1995 - 2001

2001 - 2002

2002 - 2003

2003 - 2004 2004 - 2005

2005 - 2006

2006 - 2007

2007 - 2008

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2.4 Vision:
Drive growth through Technology Excellence and expand into new, global markets with specialty products manufactured through Bio and Polymer technology to achieve a dominant player status.

2.5 Mission:
Expand the business by establishing presence in the global markets and growing Indian market by striving to provide total customer satisfaction and competitive value to the customer through total quality excellence.

2.6 Safety, Health & Environment Initiatives:


Anil Limited is committed to operations and practices, which prevent harm to people and damage to environment or property. The following principles for safety, health and environment (SHE) resulting from the companys ethical conviction take precedence and apply throughout ANIL group.

Anil Limited actively manages SHE as an integral part of our business and operations practices, and applies comprehensive SHE management systems.

Anil Limited requires its regional and local managements to comply in their area of responsibility with the applicable laws and the internal and external SHE requirements.

Anil Limited requires its regional and local managements to integrate security measures into their SHE management systems. Security measures must at least encompass the protection of facilities, equipment, know-how and data, and the transportation and storage of dangerous goods.

Anil Limited strives to minimize the environmental impact of its operations and business practices as well as to optimize the use of natural resources by our processes and products.

Anil Limited will maintain a safe workplace environment for our employees and provide appropriate information and training to increase their skills and promote their safety, health and environmental awareness. All employees have a fundamental responsibility for SHE matters at work.

Anil Limited is committed to continual improvement of its SHE performance and measure the progress by specific SHE performance indicators. P a g e | 13

Anil Limited promotes measures to increase the eco-efficiency of its investments and optimize its SHE costs, while maintaining technological competitiveness.

Anil Limited operates only processes, apply technologies and develop / handle products, which are assessed for their SHE risks. Safe handling and use of our products is to be guaranteed internally as well as communicated externally.

New or modified processes and installations must be subjected to a systematic risk assessment prior to introduction. All raw materials, intermediates and products are assessed for their quality and safety compliance.

Anil Limited has emergency procedures in place and emergency response organizations at all its sites to control and limit the impact of incidents and threats. All internal and external communication channels in case of an emergency are defined and operable.

Anil Limited periodically audits its operations, business and management practices at all its sites with regard to SHE performance and compliance. Anil Limited openly communicates and provides information on its SHE performance to our employees, customers, shareholders and investors,

governmental authorities and the public at large.

Anil Limited wants to ensure that its business practices conform to its ethical conviction and the principles of sustainable development

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3. 4Ps of Anil Ltd.


3.1 Products:
Because of Anil Limiteds trusted quality and service, some of its brands have become very popular amongst its customers. Customer service at Anil Limited goes beyond the realm of solving problems pertaining to our own products. Our Application Development team comprising of highly qualified and trained technical personnel in different end user industries are capable of reducing costs or adding value to customers' products. They work in close association with our customers and also engage our R & D to develop new cost-effective solutions for them. Not surprisingly then, its R & D Department, approved by the Department of Scientific & Industrial Research, Government of India, and our library are perhaps the best in the industry. Anil Limited Product Range Native Starch (Corn Starch) Food Grade Starch Pharma Grade Starch Modified Starch Dextrins Liquid Glucose (Corn Syrup) Dextrose Monohydrate Glucose Anhydrous Corn Gluten Meal

3.1.1 Quality:
Anil Limited caters to varying demands of different industries; so maintaining quality of starch products is of utmost importance. Anil Limited has earned immense reputation among its clients for providing them with good quality products and services. For this, it has a separate Quality Assurance department which plays an important role to have a product right first time as per the requirements of the customers. Each and every production department has an in-house laboratory to control processes online. These laboratories work independently and the advantage of establishing these laboratories within the plant is that it allows an effective communication between the quality assurance and process control personnel. Plant supervisors are, thus, better informed to monitor the process more effectively, which ensures that the finished products meet all the required quality specifications. The raw materials used in the manufacturing process are also checked and verified. Anil Limited has successfully P a g e | 15

implemented various quality control techniques like Kaizen, TQM, and 5S to enhance the overall quality.

3.1.2 Infrastructure:
Anil Limited has a lavish manufacturing facility with all modern machines and equipments to carry out smooth production. Anil Limited is the first to implement SAP, which makes the production process much more efficient and prompt. It has a well equipped R&D centre, recognized by the DSIR, Government of India, which works on new product development, application development, process modification and cost reduction. Anil Limited caters to requirements of end-user industries, which include:

3.1.3 Textile : Basic Starch is of paramount importance in the areas of sizing, finishing
and printing. Modified Starch is also used a printing thickener.

3.1.4Food & Beverages : Basic Starch is basically used for thickening sauces, pudding &
gravies. It is also used in bakeries and for preparing ice cream cones.

3.1.5Paper : Starch is widely used in surface sizing to enhance appearance and has the
ability to increase paper strengths and stiffness.

3.1.6Pharmaceuticals : Starch is used in tablet coating and drug formulation. Liquid


Glucose is an essential ingredient in manufacture of variety of syrups, antacid suspensions and other mixtures as it has a unique property of balanced sweetness.

3.1.7Animal Feeds : By-products is useful in cattle and poultry feeds as it activates


weight increase in animals and table birds. Gluten (by-product) is a rich source of protein and is used in poultry feed as it contains 65% protein.

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3.1.8Others:

3.2 Price: Anil Ltd. pricing strategy is different for different product. It is different according to quality and features of the product. Also Anil Ltd. is targeting to the all segments of the customers So, the price is different according to different segment and brand value of the product. 3.3 Promotion: Anil Ltd. using different marketing and promotion strategy for different product. They use print media and digital media for the promotion of their product. Also they do marketing of their products through word of mouth and publicity.

3.4 Place:
Anil Ltd. have very good distribution channel for their products. They sell their product in all over India and also export their products in U.K, U.S and other countries

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4. SWOT Analysis of Anil Ltd.


4.1 Strengths:

Pioneer in the country for various Starch & Bio-products Excellent Brand Equity DSIR recognized R&D Centre and one of the best library in the industry Continuous development of new products & applications Wide range of products to cater to the needs of various industries Pan-India customer base and distribution network Presence in more than 35 countries across 4 continents and still growing Excellent infrastructural facilities Qualified technical and support staff

4.2 Weakness:
Anil Limited is committed to operations and practices, which prevent harm to people and damage to environment or property.

4.3 Opportunity:
Tie-ups for inorganic growth Customized technical support and service to customers Application development Product Innovation

4.4 Threat:
High Competition Government Policies

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5. Project Introduction
My project is Market Research at Anil Ltd. In this I have to research regarding Fruits & Vegetables, Dairy, Bakery, Instants Mix Products and Ready to Cook etc. For This I got My area for research is Koba circle to Sector 2 Gandhinagar my work is to find potential of the market, problem that people facing in their area related to buy fruits & vegetables and identifying their need, and after give findings and suggestion to the company and also I have to find the place for retail store in this area this is first research. Second was HoReCa in this I have to go in Hotels, Restaurant and Caterers for getting information from where they buy Fruits & Vegetables, Dairy, Bakery, Instants Mix Products and Ready to Cook etc. and about their current supplier. For conducting a research first we should know what research is? Research always starts with a question or a problem. Its purpose is to find answer to question through the application of the scientific method. Its is a systematic and intensive study directed towards a more complete knowledge of the subject studied. In short, the search for knowledge through objective and systematic method of finding solution to a problem is research. Research: R = Rational way of thinking E = Expert & exhaustive treatment S = Search for solution E = Exactness A = Analytical analysis of adequate data R = Relationship of fact C = Critical observation, Constructive attitude, Condensed & compactly stated Generalization H = Honesty & Hard work

5.1 Work assigned by the company:


Company gave me different type of work.

5.1.1 Marketing Research


Marketing research for Van: P a g e | 19

I have to conduct marketing research in areas which was assigned to me by the company. The area assigned to me was koba circle to sector2 in this area have to conduct consumer research in each and every societies and apartments of these areas. Marketing research for HoReCa: The area assigned to me for HoReCa research was Airport road, Sahibaug, S. G. Road and Laldarwaja in this I have to research Hotels, Caterers and Restaurant of these areas.

5.1.2 Identify Assortment Size:


Means which fruits and vegetable we have to include in Van also indentify the assortment size for every Societies and Apartments.

5.1.3 Identify Route Plan:


Means when van should go where? How much time van should spend in each and every Societies and Apartments? For this I have to make timing scheduled of Van according to societies and Apartments.

5.1.4 Area Observation:


Observing whole areas and identify how many thelewala are coming in societies? In which part of day and what timing they are coming? How many Malls, provision, cosmetics shops, schools and temples are there in area? Also I have to identify occupancy level of each apartments and societies.

5.1.5 Taking permission from the Chairmen:


I have to meet chairmen of societies and apartments and convince them and take permission for the van to enter their societies and apartments.

5.1.6 Place for Retail store


I have to indentify in which place can be open retail store according to the occupancy level of that place.

5.1.7 Understand HoReCa business


Understand the buying pattern of hotels and restaurants from where they buy fruits & vegetables, dairy and ice-creams. Also identify their assortment size, on what time they buy fruits & vegetables and dairy products.

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5.2 Research Process: 5.2.1 Research Problem:


Information about the project assigned by the company ANIL ltd. is coming into FMCG sector so they want to launch their fruits and vegetable van in surroundings Ahmadabad Areas. So, for that I have to conduct Marketing Research in surroundings Ahmadabad Areas.

5.2.2 Management Research Problem:


Determine Big Strength and Weakness of Food Processing, Retail Venture & HoReCa Business.

5.2.3 Research Objective:


To identify Assortments / Pack Sizes / Ideal Quantity of each assortment Van Retail. To identify Route Plan / Society Identification / Tie up for Van Retail. To survey the Right Location for Baska Farm Retail store. To Survey the Assortments / Pack sizes for Baska Farm Retail Store. To understand how HoReCa business operate and trying get a foot hold . To understand Modern Retail, buying Pattern and trying to get registered with them. To Understand Other Avenues of Retail / Wholesale.

5.2.4 Scope of the Study


In this Market research for Retail Van & HoReCa Food Processing I have been given two Projects. First project Was Study the area my area is Koba Circle to Sector 2 Gandhinagar for Retail Vans Second Was HoReCa Business. In this I have to cover Premium Hotels & Restaurant of Ahmedabad & Try to collect all information regarding to Fruits, Vegetables, Dairy Products, Bakery Product, Ready to Cook Products etc

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5.2.5 Research Methodology:


In this research I have collected Primary data it can be collected in two ways either through experiment or through questionnaire. In my research I have collected data by questionnaire. As I have to collect data for Retail Van & HoReCa so I have two type of questionnaire one for Retail Van & second for HoReCa. I have used open ended questionnaire for information.

5.2.6 Research Design:


There are three type of method: Exploratory Research Descriptive Research Causal Research Consumer Behaviour: Research method used for this study was exploratory method because I have to get the deep insight about consumers buying behaviour of fruits and vegetables and also I have to get insight about area and observe the whole area problem. I used random sampling method for collecting research because I have to randomly collect the information from people. For HoReCa: Research design used for hotel and restaurant is descriptive research design because we have to get detail information from hotels and restaurants.

5.2.7 Research Questionnaire:


For getting the best result you have to have the best and simple question so that you can get effective information. I have two questionnaires first for consumer research and second for HoReCa Business. I attached in appendix.

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6. Results and Analysis


This analysis based on 90 respondents which I surveyed in my area. Q. Where do you generally buy?

In my area there is no mall so that people less intrested to buy from Supermarket they are prefered to buy Fruits & Vegetables from Sector 7 & 21 there is big market for that and also they are buy from thelewala.

Q. Why do you buy from the place mentioned?

In the sector 7 & 21 there is fresh Fruits & Vegetables available so they like to buy from there and there is quantity and variety also much better available than anywhere else that is why people are like to buy from there.

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Q. When they Buy?

This graph described that on what frequency people prefer to buy fruits and vegetable. So, in koba circle to Infocity areas people buy fruits and vegetables on frequency of 2 to 3 days. They do not prefer to buy fruits and vegetables daily basis because distance between koba circle to sector 7&21 is 10k.m. So, it is difficult for people to buy fruits and vegetables in daily basis. Q. Time Preferred by People

From my area sector 7 & 21 is far away so they cant go for daily bases they have to go 2 to 3 days and buy as bulk and they are doing different activity also like wondering, visiting temple so they are like to go in evening time.

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Q. Products People buy from multiple locations

In this question according to my survey people used to buy provision & cosmetics from different location they are loyal to the dairy product and bakery and Fruits & Vegetables.

Q. Convenience you are looking for

In my area Koba circle to Sector 2 Gandhinagar there are no Fruits & Vegetables available so they wants at their place most. People also prefer SMS/phone service because through SMS/phone they can give pre-order of fruits and vegetables.

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Q. In emergency from where you buy?

Mostly people buying fruits & vegetables in a bulk there is no emergency it still happens they have to buy from market or nearby thelewala. Q. Why do you change your place?

Mostly they are changing their place because of emergency otherwise they like to buy fruits & vegetables from Sector 7 & 21 I can say that they are loyal customer Q. Will you prefer ready to cook?

I have surveyed around 90 respondent most of them are not ready to buy ready to cook because they said that in this they dont get the real taste as by homemade so they are not like to buy. P a g e | 26

Q. Will you buy F/V from us on daily basis?

They all said Yes because they have not an option to buy fruits & vegetables from anywhere else. Q. Buy separately or club with other activity?

They have to go far away for buying the fruits & vegetables so they have to club there activity with each other they are clubbing the activity like visiting the temple, buy grocery with Fruits & Vegetables etc

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Q. Does your vendor provide door to door service?

Some society have this service there is a thelewala going to their home but they are not providing the good quality, variety etc. so people not buy from them. Q. Pre-cut Prefer or not

Respondent not preferred the pre-cut because pre-cut vegetables are perishable so they are not interested. Also people think that pre-cut vegetables quality was not good that is why most of people dont want to buy pre-cut Fruits & Vegetables.

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Q. Do you have school going kids

In my area there are most of nuclear family so they there is less number of family has child. This is new area for residential. Q. Main problem people facing

In my area all people are from upper middle class so they have quality problem rather than price they want best quality at any price level. Some people also have price and quality both. Sector 2 Q. Main Problem people face

In my area sector 2 all people are from middle class so they have price problem rather than quality they want best quality at low price level. Sector 2 is totally opposite from the Koba circle to Infocity area. Because they have the Sector 7 & 21 market only half KM so they are not much facing the problem.

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Q. When you buy?

Most of people like to buy in the evening so that they can do different activity also and fruits & vegetable available far away from the home so they like to buy in evening.

6.1 Findings in Consumer Research


Koba circle to Infocity areas People prefer to buy F/V from Van on daily basis There is no any Mall and F/V market Dairy and Bakery products easily available Fruits are not available Place for retail store is near pratik mall areas Most of the people buy F/V from Sector7&21 People prefer to buy in evening time(5 to 7) In emergency people preferred to buy from Sector 7 & 21 Mostly People buy F/V per 2 to 3 days Main problem in most of the areas is Quality Mostly Provision and cosmetics people buy from multiple location SMS/phone and door to door service more preferred Pre-cut and ready to cook less preferred Locality of the people mostly Gujarati No Cosmetics shops in whole area P a g e | 30

Sector 2 findings
People buy F/V per 2 to 3 days People prefer to buy from us on daily basis Pre-cut and Ready to cook less prefer People prefer SMS/Phone service Main problem is high price Dairy and bakery products easily available There is no F/V market Daily 2 thelevalas are coming in evening time Distance between sector2 to sector7 is 1K.m Most of the people are govt. employee

6.2 Suggestions
Not include dairy and bakery products Put vegetables(assortment) like Lady finger, potato, onion, tomato, cauliflower, brinjal Keep Namkins, Khakhra, papad, hair dye, Pickles, snacks etc. Include pre-order and Phone service Put price tag to each F/V in van Quality of the F/V should be good Provide loyalty card Give timing scheduled of van to each society and flats Put different F/V every day Provide schemes and discounts Sales man should have good communication skill in Guajarati and Hindi Provide customer care service(call centre) Van should not go on daily basis Van should be maintain properly In sector 2 Price should be equal or less than sector 7&21 P a g e | 31

7. Learnings
Communication with Strangers: I have to talk with strangers so that I can get the information about the consumer choice at the time of buying Fruits & Vegetables this is nice experience with the different type of people Questionnaire Design: I have to make questionnaire simple so that I can remember all the question and can get a more information Data Analyzing: I have also analyze the data above mention according the research Question Official Meeting: I have attended around 15 meetings at Anil Ltd. Timing schedule: I have made the time schedule for van that when van will go where in my area it is very difficult task for me Area Mapping: I have made map for my area Koba circle to Sector 2 Gandhinagar according to Society Serial number Market Segment: according to Anil Ltd. Market segment is upper and upper middle class I have to research in my area except village there are people lie in this segment In my area there are people facing the problem of buying Fruits & Vegetables according to my research I fill. There is a potential scope for selling Fruits & Vegetables according to me According to me people wants a good quality of Fruits & Vegetables at cheap price Acquire knowledge and Analyze Areas: I got brief knowledge about Koba circle to Sector 2 area. Also I got brief knowledge about hotels and restaurants of Ahmedabad. Learnt about chain of Milk how milk supply one to another Also know some route of Ahmedabad In my two month summer internship I met upper class people to lower class people I fill lower class people are more response then upper class people

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8. References
Websites: Anil. http://www.anilltd.com. . http://www.anilltd.com/productapplication/corn-tarch-products/textile.htm. . http://www.anilltd.com/company/vision-mission.htm. . http://www.anilltd.com/company/heritage-journey.htm. . http://www.anilltd.com/company/strengths-and-growth-drivers.htm. . http://www.anilltd.com/company/quality-management-system.htm. IBEF. http://www.ibef.org/industry/foodindustry.aspx. India Business. http://www.indianbusiness.nic.in. Wikipedia. http://en.wikipedia.org/wiki/Starch. Books Referred: Koneru, A. (2010). Professional Communication. In A. Koneru, Professional Communication. Tata McGraw Hill Education Private Limited. Malhotra, N. K. (2011). Market Research. In N. K. Malhotra, Market Research. Pearson Publication. Zikmund, W. G. (2011). Business Research Methods. In W. G. Zikmund, Business Research Methods. Cengage Learning Publication

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9. Appendix
9.1 Questionnaire 9.1.1 Consumer Buying Behaviour Questionnaire:
1. Where do you generally buy the following from? How much do you buy from each of them? Vegetables thelewala, mandi / market, supermarket Fruits thelewala, mandi / market, supermarket Cosmetics kirana store, supermarket (what kind of cosmetics you generally buy?) 1..1. Why do you buy from the places mentioned above? (Keep it open ended but can prompt) Good price Timely availability of the products Quality / Fresh Variety Brand name Convenient nearby Previous experience Advertisements Family / friends opinion Customized service Discounts / offers Billing process Experience parking, comfort, display, cleanliness

2. What do you buy in the following and in what quantity? Provisions Bakery Dairy

3. For which products you buy from multiple locations? Will you buy the same products from us, if we provide you with everything like provisions, bakery, dairy, fruits and vegetables?

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4. If there is a guest / shortfall of any product as an emergency from where you generally purchase? Will you prefer Ready-to-Cook? 5. What is the favourite vegetable and meal of your family? Do you experiment with new kind of curries, sweets, snacks etc? 6. Rank them on a scale of 1 to 5, 1 being highest and 5 being lowest preference of buying from. Why? Reliance Fresh Star Bazaar Thelawala Big Bazaar Standalone Fruit & Vegetable Store

7. How often do you buy the following? And in what part of the day do you generally prefer to buy? Vegetables Fruits Provisions Bakery Dairy

8. Will you buy F/V from us on a daily basis? 9. Do you have a school going kid in your house? If yes what snacks you prefer to give to him on a daily basis? What is your purchase pattern of the products? 10. Do you club the buying with any other activity or spare / plan individually for it? (Which activity Morning walk, dropping your child to school, Visiting a temple, etc.) Vegetables Fruits Provisions Bakery Dairy

Mention the distances of these location from your house School, Park, Club house, Temple, etc 11. Do you regret putting extra efforts / spending money for commuting / sparing dedicated time for buying above? P a g e | 35

12. When / why do you change your store / place of purchase (if at all you do change)? 13. Does your vendor provide door-step service? 14. What type of convenience you are looking for? (Open ended, but can prompt) At your place / premises Web enabled service Time preference SMS / Phone 15. What convenience / extra service do you desire for the following? (What GAP you feel should be addressed in the following? E.g. Pre-cut vegetables / fruits, Packed Sprouts, etc.) Vegetables Fruits Provisions Bakery Dairy

16. Are you satisfied with the following services you are getting from your existing outlet? (Mention Yes / No against each service) Good price Timely availability of the products Quality / Fresh Variety Brand name Convenient nearby Previous experience good Advertisements Family / friends opinion positive Customized service Discounts / offers Billing process Experience parking, comfort, display, cleanliness

17. Has anybody recommended you any particular place to buy from? Or have you recommended?

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18. What help do you require to make your life easier? 19. Do you have any nearest school / temple / club / corporate office? Mention the name and location. Personal Information Name: Occupation: Family size: Address:

9.1.2

Second questionnaire for HoReCa Business

HoReCa
Restaurant name & address: ______________________________________________________ ______________________________________________________________________________ Person Met: ___________________________ Designation: _____________________________ Ph. No.: _______________________ e-mail I.D.:_______________________________________ Fruits and Vegetables: 1) Where do you buy your vegetables and fruits from? 2) What is the quantity of vegetables and fruits that are purchased? / What is the basket size? 3) Any specific/ exotic vegetables that you buy?

4) Any specific/ exotic fruits that you buy? 5) What is the frequency of purchase?

6) What kind of vegetables do you buy? 7) Do you require specifications in your vegetable purchase or you buy general vegetables? a. Size of vegetables P a g e | 37

b. Cut vegetables c. Shape of vegetables 8) Supplier details, if possible. 9) How do you make your payment? Any payment terms or conditions? 10) Your delivery time, days and place (central kitchen/ storage room/ storage capacity).

Gravy: 1) Do you make your own gravy or you purchase it? a. If you purchase, who is your supplier? b. If you do not purchase, why not? Are you interested in buying/ outsourcing? c. If you are interested, what is the pack size that you will prefer? 2) If you do not purchase or are not interested in purchasing, what are the reasons behind? 3) Do you make your gravy in advance? 4) When do you make your gravy? (For eg: For Saturday and Sunday, are the gravies prepared earlier or on same day?) 5) Are you interested in LIVE Cooking shows? 6) Will you send your Chefs for live cooking show for gravy preparation? a. To understand the quality b. To taste

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Dairy products: 1) Do you buy your dairy products or you prepare them yourself? 2) If you buy, where do you buy your dairy products from? 3) What are the dairy items you require? 4) Do you serve ice-cream? a. If yes, do you prepare your ice-cream or you buy from somewhere? b. If you buy, where do you buy ice-cream from? 5) Would you like to serve Gelato? 6) How frequently do you buy the dairy items? 7) How do you make your payment? Any payment terms or conditions?

Any feedback/ suggestion that you would like to give:

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