RESEARCH METHODOLOGY

RESEARCH DESIGN

A research design is a framework or blueprint for conducting the marketing research project. It specifies the details of the procedures necessary for obtaining the information needed to structure and/or solve marketing research problem. On the basis of fundamental objectives of the research we can classify research design into two general types:

1. EXPLORATORY RESEARCH Exploratory research is one type of research design, which has its primary objective the provision of insights into, and comprehension of, the problem situation confronting the researcher.

2. CONCLUSIVE RESEARCH Conclusive research is designed to assist the decision maker in determining evaluating and selecting the best course of action to take in a given situation.

Conclusive research can be further divided into two types: Descriptive Experimental

1. Research problem A study on consumer perception of private label. To know the final demand of private label product(premium harvest) in All BIG BAZAAR of Ahmadabad.

2. Research objective To know Consumer Perceptions of private label in modern format. To know the preference of private label with comparison to other competitive brand. To know which segment private label are mostly preferred. The purpose of research is to generate meaningful information, which will help in taking objectives . 3. Develop the research plan The second stage of marketing requires developing the most efficient plan for gathering the required information. This involves decisions on the data sources, research approaches, research instruments, sampling plan, and contact methods.

A) Source of data Data were collected from primary as well as secondary sources. Investigation was started by examining secondary data.

Primary Sources Primary data are freshly gathered data for a specific purpose or for a specific research project. Here the primary data were collected for a specific research project. Response was taken from the respondents through personal survey.

Secondary Sources Secondary data are that were collected for another purpose, and already exist somewhere. The secondary data were obtained from: (i) Information from the websites (ii) Textbooks on: Business Research Method, Marketing Management by Philip Kotler Organizational Behavior etc.

(B) Research approach Primary data can be collected in five ways: through observation, focus groups surveys, behavioral data, and experiments. Here the primary data were collected by survey method.

Survey Surveys are best suited for descriptive research. Survey approach was chosen to learn about consumer perceptions of private label in modern format. Survey method required development of a survey instrument, a questionnaire, which the respondents were asked to fill up. Primary data were collected through survey.

(C) Data collection Tools To collect primary data, instruments like questionnaires, qualitative measures, and technological devices are used. Here questionnaires are as a means to collect primary data.

Questionnaires A questionnaire consists of questions presented to respondents. Because of its flexibility, it is by far the most common instrument used to collect primary data. The questionnaires were carefully developed, tested, and debugged before administering them on a large scale. The form, wording, and sequence of the question can all influence the response. The questionnaire included closed-end questions. Closed-end questions specify all the possible answers and provide answers that are easier to

interpret and tabulate. Here the main aim was to measure how many people think a certain way. It contained 13 questions.

The language of the questions was very easy to understand. Sophisticated or uncommon words were not used. Only words in common speech were used. Ambiguous words such as usually or frequently were avoided as they have no specific meaning. Questions with negative in them were avoided. The questions were made as simple as possible. To avoid confusion no question included multiple ideas or two questions in one. Personal details like name, age, gender, occupation, monthly income and education were asked.

(D) Sampling Method After deciding on the research approach and instruments, the sampling plan was designed. This called for three decisions:

Sampling Unit Who should be surveyed? The sampling unit included (A) Students (B) Services (C) Businessmen (D) House maker

Sample Size How many people should be surveyed? Large samples give more reliable results, but its not necessary to sample the entire target population to achieve reliable results. So, 175 people were targeted to be surveyed from the entire population.

Sampling Procedure How should the respondents be chosen? No probability samples were selected. In that Convenience sample was selected in which the most accessible population members were selected for getting response.

Type of Research: Descriptive.

(E) Contact Method Now it was decided how to contact the subjects. There are mainly four contact methods. But here in person contact method was chosen for getting responses.

Personal Interview Personal interviewing is the most versatile method. More questions could be asked and recording of additional observations about the respondent were recorded. In-home survey was done to get response from friends, relatives and Neighbors. 4. Collect the Information This stage included collecting questionnaires from the respondents. The data collection phase of marketing research is generally the most prone to error as some respondents could give answers which were biased or dishonest because of unknown reasons. Some respondents refused to cooperate . 5. Analyses the information The next step in the process was to extract findings by tabulating the data and developing frequency distributions. Statistical techniques like average, percentage were used to analyses the information.

6. Present the findings The findings were presented in graphical manner with the outcomes by using graphs, charts, tables, etc. Interpretation was done after presenting them in a graphical manner. Conclusions were drawn on the basis of the findings. Research findings are presented in as understandable and compelling a fashion as possible.

7. Recommendations and Suggestions Recommendations and Suggestions were given on the basis of the research findings.

Data analysis & Interpretation

1) How often do you come to big bazaar?

Table 1

Responses
Every alternate day Ones a week Twice a week Ones in a month Twice in a month Chart 1 2% 48% 7% 42% 1%

Frequency

Frequency
60% 50% 40% 30% 20% 10% 0%

48% 42%

7% 2%
Every alternate day one's a week Twice a week

Frequency

1%
one's in a Twice in a month month

INFERENCE
This chart show how often people come to big bazaar. I have chosen for my sample study regarding private label product of future agrovet ltd. From the above analysis, it can be noted that the majority person come to big bazaar ones a week 48% & ones in a month 42%, further 7% respondent fall under the twice a week and lastly only 2% & 1% respondent fall under every alternate day & twice in a month who often come to big bazaars.

2) Which form of staple you prefer to buy? Table 2

Responses
Loose Packet 20% 80%

Frequency

Chart 2

80% 80% 70% 60% 50% 40% 30% 20% 10% 0% Loose Frequency Packet 20%

INFERENCE
The above diagram suggests that which form of staple prefers to buy a person. Out of 100% person, 20% person prefers to buy loose product. There are only 80% person prefer to buy packet product.

3) Are you aware of our private label like?

Table 3

Product
Premium harvest (p/h) Ektaa Golden harvest Food bazaar All 60% 6% 20% 14% 0%

Frequency

Chart 3

Frequency
All Food bazaar Golden harvest
Ektaa Premium harvest
6% 0%

14%

20%

Frequency

60%

0%

10% 20% 30% 40% 50% 60% 70%

INFERENCE
Here, in chart we show different type of the private label product of future agrovet ltd. Here, also observe consumer awareness private label product of future agrovet ltd like, premium harvest, ektaa, golden harvest, food bazaar. The above diagram show majority of consumer not aware of all private label product but mostly people know premium harvest product of future agrovet ltd.

4) Have you ever purchased premium harvest before?

Table 4

Responses
Yes No 80% 20%

Frequency

Chart 4

Frequency
Yes No

20%

80%

INFERENCE
The above analysis we show that the 80% consumer before purchased premium harvest product and remaining 20% consumer not to purchased premium harvest product before.

5) If you yes how you get influenced to buy premium harvest?

Table 5

Responses
Relative
Store staff Store advertisement Offer Other 10% 1% 65% 20% 4%

Frequency

Chart 5

Frequency
Relative Store staff Store advertisement Offer Other

4% 20%

10%

1%

65%

INFERENCE
Above diagram suggest that the most of consumer influenced to buy premium harvest product to store advertisement i.e. 65%, followed by offer 20%, relative also influenced with 10% while store staff not influenced to buy a product and other forms are influenced to buy a product to the extent of 4%

6) Are you satisfied quality of premium harvest (P/H)?

Table 6

Responses
Yes No 92% 8%

Frequency

Chart 6

Frequency
Yes No

8%

92%

INFERENCE
The above chart we analyzed that out of 100 respondents, 92 respondents are satisfied quality of premium harvest product. Only 8 respondents are not satisfied quality of premium harvest product

7) What makes you buy premium harvest?

Table 7

Responses
Packing Hygiene Quality Test after cooking Other factor likes 3% 10% 75% 12% 0%

Frequency

Chart 7

Other factor likes

Test after cooking

0%

12%
75%

Quality Hygiene Packing 0%

3%

10%

20%

40%

60%

80%

Frequency

INFERENCE
From the above given chart we can conclude that about 75% consumer buy premium harvest product for quality. Further 12% & 10% of respondents fall under the makes buy premium harvest product for test after cooking and hygiene respectably. Packing is not more influenced to buy premium harvest product I.e.3%.

8) Which product you mainly buy in premium harvest?

INFERENCE
The above question is open ended question. We analyzed above question mostly consumers buy all product of premium harvest for example, toor dal, masur dal, moong dal, kabuli chana, rajma, chana red, etc. and some consumers mainly buy only all dals of premium harvest products.

9) Are you convinced with the pricing of P/H against the quality served?
Table 9

Responses
Yes No 92% 8%

Frequency

Chart 9

No, 8%

Yes, 92%

INFERENCE
This question relates with customers that on which basis the customers use to purchase the products of premium harvest product. About 92% of the customers are convinced with Quality and price of product and 8% of the customers are not convinced with pricing of premium harvest against quality served.

10) Have you use other packed pulses? Table 10

Responses
Yes No 22% 78%

Frequency

Chart 10

Frequency
22%
Yes No

78%

INFERENCE
Here it was observed that out of 100, only 22 customers are used other packed pulses while remaining 78 customers are used premium harvest product.

 If YES Which

Frequency
80% 60% 40% 20% 0% Frequency
Organic 22% Other Products 78%

INFERENCE
The above table and diagram show 22% of customers used other packed pulses. They also used other packed pulses like, organic and other product. While remaining 78% of customers used other packed pulses.

11) Have you ever educated from store staff about P/H? Table 11

Responses
Yes No 1% 99%

Frequency

Chart 11

99% 1%

INFERENCE
The above analysis we conclude that out of 100 costumers, 99 costumers not have been educated from store staff about premium harvest product. There are only 1 costumer have been educated from store staff about premium harvest product.

12) Your suggestion to improve premium harvest (P/H)?

Table 12

Responses
Quality Packing Display of product Other 12% 6% 25% 57%

Frequency

Chart 12

60% 50% 40% 30% 20% 12% 10% 0% Quality Packing Display of product Frequency 6%

57%

25%

Other

INFERENCE
The question is related to the suggestion of consumer to improve premium harvest product. In our survey we see that most of consumers suggested to other reason like, make a batter than other product, stock problem, price effectiveness, etc.i.e.57%, followed by 25% consumers give a suggestion about display of product. While remaining 12% & 6% consumers given suggestion about quality and packing.

13) Your suggestion for staple section?

INFERENCE
The above question is open ended, so above question we analyzed that some consumers suggested that about salesmen problem and stock of staple and some consumers also suggestion cleanness for staple section.

Limitations of the Research

This work does suffer from some limitations. The first of these limitations Stems from the use of a student sample . Although the sample does have some characteristics that are desirable in Terms of their similarity to the wider population of consumers students, The sample does not allow for consideration of the impact of consumer Variables such as income or education, both of which have been Demonstrated to impact private label purchasing behavior.

Future research in this area needs to consider a broader array of Consumers living in multi-cultural contexts Second, future studies should Also investigate other factors that influence the PLB image perception, i.e. Characteristics of the consumers who buy PLBs, their exposure to global Consumer Culture, amongst other traits in this respect, they can Distinguish clearly between intrinsic and extrinsic cues in PLB image Perceptions.

Results and Finding

A central voice of consumer is to increase products performance of a Premium Harvest Product. The main area where company need to focus is promotion of their product. Consumers will be more satisfied if company motivates them by offering Display, scheme and other offer. Some costumer faces the problem about quality and display of premium harvest product. Scarcity of the product mainly in all dals and pulses product is another immerging issue in this area. Companys premium segment Company has to take collective effort to increase degree of awareness of products like, premium harvest, ektaa and other product. Many of consumers are not aware about the Product Line offered by the future agrovet ltd. Couple of consumers is not satisfied with the service, quality and price of premium harvest product. While we talk in terms of service, quality and price they given reason quality of premium harvest, golden harvest and loose are same. The availability of the product is low. They need display, light/sign board to boost up the sales of a product. Many consumers are product Loyal and thus they are changing their preference from premium harvest to others. Consumers were highly satisfied with product quality of premium harvest. Some consumers are given suggestion to keeping fresh stock of product. Some consumers are also given suggestion to make product more hygiene and more testy after cooking.

RECOMMENDATION

1) Promotion activities should take into consideration in two different ways a) Company should associate themselves with social events, b) Company should use electronic as well as print media for their advertisement. 2) Company should give special offers to consumers frequently. 3) Company should expand their business throughout the different mall. 4) There have been a lot of complaints about fresh stock and stock problem. Company should try keeping fresh stock and more availability of products and make it somewhat liberal. 5) Innovative schemes like Privilege cards giving discount on successive purchases may be introduced to make a customer product loyal to premium harvest. 6) There is lot of problem of salesmen in staple section so recruit more workers to solved problem and increasing sealing of product. 7) Company recruit sales promoter to sales of product and increasing sealing of product. 8) Company also giving knowledge about product to store staff and make more sales of product.

Conclusion / Suggestion
Future agrovet ltd should also make the efforts to increase the private label products awareness among the consumers . Company should formulate strong marketing strategies to promote the products, they are not known by majority of the people in the city. The most recommended products of the company by the consumers are all dals and pulses. Thus it is very essential for the company to improve the quality and reduce the price of the other products, so that they are also recommended by the consumers to others to use or sale them which ultimately increase the sales as well as attract new customers for the same products. Company should also make some serious effort to make the products available at any time whenever it is demanded by the consumers. Company should also make a serious attempt to attract the new consumers who are purchasing the products of their competitors by formulating aggressive marketing strategies. There have been a lot of complaints about the fresh stock and availability of product. So company also make effort to keeping a fresh stock of product and make a more stock of product. The price of the product is very high as compare to its quantity of the product. Generally, people buy the product because of better quality and brand name.

A SUMMER TRAINING REPORT ON

Consumer Perceptions of private label in modern format

FOR

Future agrovet Limited (Future group)

Submitted to ANAND INSTITUTE OF MANAGEMENT IN PARTIAL FULFILLMENT OF THE REQUIREMENT OF THE AWARD FOR THE DEGREE OF MBA (GUJATAR THECNOLOGICAL UNIVERCITY) UNDER THE GUIDANCE OF Mr.Snehal Bhatt Lecturer Anand Institute of management Miss.Jalashri Raval marketing officer Future agrovet Ltd.

Presented By: JAYANT PATEL ENROLLEMENT NO:- 117020592052 M.B.A- SEMESTER 2 YEAR: 2012

ANAND INSTITUTE OF MANAGEMENT

MBA PROGRAMME OPP. TOWN HALL, NEAR GRID, ANAND