Project Report on

A comparative study on consumer buying behavior towards HALDIRAMS sweets and other local sweets mart with reference to Gondia city

Submitted in partial fulfillment for the requirement of award of Bachelor of Business Administration of R.T.M. Nagpur University, Nagpur

Submitted by Jigna M. Patel (B.B.A. Final year) Under Guidance of Prof.B.M.Jasani

DEPARTMENT OF BACHELOR OF BUSINESS ADMINISTRATION NATWARLAL MANIKLAL DALAL COLLEGE, GONDIA 2013-2014

DEPARTMENT OF BACHELOR OF BUSINESS ADMINISTRATION

Certificate
This is to certificate that Jigna M. Patel a bonafide student of B.B.A. final year in department of Bachelor of Business Administration N.M.D. College, Gondia for the season 2013-2014.She has completed her project work entitled.

A comparative study on consumer buying behavior towards HALDIRAMS sweets and other local sweets mart with reference to Gondia city

Under the guidance of Prof.B.M.Jasani on the subject approved by the department. This project is submitted to R.T.M. NAGPUR UNIVERSITY in the partial fulfillment of requirement for the degree of Bachelor of Business Administration.

Prof. K.R. Hotchandani

(Coordinator) Department of B.B.A. N.M.D. College, Gondia

Prof. Y. Nasre
Principal Department of B.B.A. N.M.D. College, Gondia

Certificate of Guide
This is to certify that Jigna M. Patel a student of B.B.A.Final year in the department of Bachelor of Business Administration, N.M.D. College, Gondia, has completed her dissertation entitled-

A comparative study on consumer buying behavior towards HALDIRAMS sweets and other local sweets mart with reference to Gondia city

Under the guidance 1. The candidate has successfully conducted research for not less than academic year. 2. The project is the result of the candidates own work and is of sufficiently high standard to warrant its presentation to R.T.M. Nagpur University in partial fulfillment of requirement for degree of BACHELOR OF BUSINESS ADMINISTRATION.

Project guide

Prof. B.M. Jasani

Dept. Of B.B.A N.M.D. College, Gondia

Acknowledgement

My project is designed to sensitize the student to the nuances of academic research and application of concepts in the real work by assigning time-bound projects as a part of the curriculum. It enables student to experience theory in the practice and they are put through the rigors of research work. I am thankful to my research guide Prof. Reeti Mishra, for her excellent guidance and timely correction. Without her help the report would not have taken its present shape. The faculty at the institute has constantly been a guiding force. I would like to convey my special thanks to Principal Prof. Y. Nasre and Prof. K.R. Hotchandani, coordinator, Dept. of B.B.A. Last but not the least; I would like to thank the supporting staff for always being with us during the making of our research report. Our thanks are extended to the librarians and the system administrator at the computer lab.

Jigna M. Patel (B.B.A. Final year) Department of bachelor of

Business Administration N.M.D. College, Gondia

Declaration
I hereby declare that this project work, entitled A comparative study on consumer buying behavior towards HALDIRAMS sweets and other local sweets mart with reference to Gondia city is the result of my own work under guidance of Prof. B.M. Jasani and that the same has not been previously submitted by me to R.T.M. Nagpur university or any other University.

Jigna M. Patel (B.B.A. Final year) Department of bachelor of

Business Administration N.M.D. College, Gondia

TABLE OF CONTENT (INDEX)

S.NO.

CONTENT

1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14.

Introduction Objectives Hypothesis Company Profile Product Profile Research Methodology Data Analysis & Interpretation Hypothesis Testing Finding Conclusion Limitation Suggestion Bibliography Annexure

INTRODUCTION
HALDIRAM Haldiram was founded in Bikaner, Rajasthan by ShivkisanAgrawal in the year 1937. Haldirams is one of the largest sweets & snacks maxnufacturers in India. This 4 million dollar brand exports its products to several countries worldwide including Pakistan, Canada, Australia, Srilanka, Singapore, Malaysia, Hong Kong, Japan, Kenya, Libya, South Korea and United Kingdom. In addition to these packaged products, Haldiram has its own outlets where it sell sweets and eatables. It also has a range of restaurants in the various tier-I and tierII cities of the country. Haldirams product in Delhi and the NCR are sold under the brand name of Haldiram, which is the original Haldiram family. Products in the Kolkata region are sold under the brand name of Haldirams Prabhuji or Haldiram Bhujiawala while products in the Nagpur region are sold under the brand name of Haldirams Nagpur.

The marketing strengths of Haldirams are quality, R&D, manpower, pricing, latest technology, and its loyal customer, whereas its major weakness include old management style, low ad budget, and manual and semi-automatic manufacturing. Growing food industry and purchasing power in India are the opportunities, it can encash; the major threats for this brand include increasing competition from foreign players and local manufacturers. It has also added some bakery items, dairy products, papads, syrups, pickles, dalmoth, petha, kesar laddus, and ice-creams to its kitty recently. Fruit flavored sherbets and cold drinks are offered at their outlets in summer. There are 30 varieties of Namkeens alone that they offer. Its the first company to brand Namkeens. It is known for high quality and hygiene standard. The chain has strong distribution network with numerous retail outlets throughout India.

OBJECTIVES

To study demographic characteristics of respondent. To study the different factors affecting buying behaviour of the consumer. To study the consumer perception about Haldirams sweets. To study the consumer perception about local sweets. To analysis the relationship of demographic characteristic and buying behaviour of the consumer. To compare market share of haldiram sweets and other local sweets.

HYPOTHESIS

H1: The buying behaviour of the consumer is the independent of their personal background.

H2: The awareness level about Haldiram sweets than local sweets is comparatively low.

H3: The distribution and availability of Haldiram sweets is the major factor affecting its sales.

H4: Market share of haldiram sweets is less than local sweet marts.

Company Profile

The Haldirams Group had emerged as a household name for ready-to-eat snack foods in India. It had come a long way since relatively humble beginning in 1937 as a small time sweet shop in Bikaner, in the Rajasthan state of India. In 2001, the turnover of the Haldirams was Rs. 4 billion. The group had presence not only in India but in several countries all over the world. Till the early 1990s, Haldiram,s comprised of three units, one each in Kolkata, Nagpur and New Delhi.

The Agrawals family that owned Haldiramswere always conscious of the need to satisfy customers in order to grow their business. The company offered a wide variety of traditional Indian sweets and snacks at competitive prices that appealed to people belonging to different age groups. It was the first company in India to brand namkeens. The group also pioneered new ways of packaging namkeens. Its packaging techniques increased the shelf life of namkeens from less than a week to more than six months. It was also one of the first companies in India to open a restaurant in New Delhi offering traditional Indian snack food items such as panipuri, chatpapri, and so on, which catered to the needs of hygiene conscious non-resident Indians and other foreign customers.

Since the very beginning the brand haldirams had been renowned for its quality products. The company employed the best available technology in al its manufacturing facilities in India. Given the increasing popularity of Haldirams products, the group planned to expand its operation.

Haldirams is a member of the following food associations from India and abroad:
1. APEDA (Agriculture and Processed food Products Export Development Association) India 2. ITPO (India Trade Promotion Organization) 3. SFA (Snack Food Association) 4. ESA (European Snacks Association)

Mission:
We strive to be global leaders and providers of world class authentic and premium Indian food & Snacks. Haldiram is committed to supplying its customers with the finest, high quality products and thereby nourishing the experience of everyone we serve.

Vision:
Haldiram envision becoming a leading food corporation with diverse range of food and snacks products. We would endlessly work towards creating a brand which is synonymous to Taste & Hygiene. Along with being the premier food company we also look forward to be the best in terms of customer value & customer service.

Product Profile

The sweets which we are distributing are mainly divided into five1. 2. 3. 4. 5. Badam Sweets Kaju Sweets Ghee Sweets Khoya or milk sweets Bengali sweets

BADAM SWEETS Badam or Almonds have been for years an integral part of our countrys food culture. It is said that an almond a day keeps the body mind and soul healthy. And in a bid to save you the time of getting raw almonds and then peeling them, we at Kaleva offer you a range of Badam sweets, probably the largest and widest range in the country. But we would rate BadamGulab, Roll and tiranga as a must try for anyone who visits us.

Haldirams have 12 varieties in Badam Sweets BadamBurfi BadamTiranga BadamLauge BadamSangam Badam Cake Badam Roll BadamPistaKesar BadamKalash Badam Dhoti BadamPhool Badam Roti BadamJalebee

KAJU SWEETS If Badam occupies a special place in our range how can cashew nuts or kaju be far. We are sure that the kajurangearemouthwatering. If burfis dont interest you, we have enough variation to leave you spell bound. Our range of kalash, dhoti, dilkush are sure to take you back in to the golden years.

Haldirams have 16 varieties in Kaju Sweets KajuBurfi KajukesarBurfi KajukesarRol Kaju lemon KajuGhujia Kaju Samosa AnjeerBurfi KajuGulukandBurfi KajuPista Dhoti KajuPiatsPhool KajuPistaKalash KajuPistaDilKhush KajuPistaTarbooj ShahiBurfi Kaju Chocolate Burfi KajukesarPista Kashmiri

GHEE SWEETS We have sworn to keep India healthy, fit and fine. For this we have an extensive range of ghee or non pasteurized butter sweets. No celebration in India is complete without theser sweets. And if you taste one, we are sure you would be back for more. Being health conscious we take special care to use highly unsaturated ghee and easily digestible raw materials.

Haldirams have 32 varieties in Ghee Sweets Moong Dal Burfi DilKhushalBurfi BadamPini KajuPini Shahipini BaluShahi KesarGhujia SadaBaharGhujia Samosa Ghujia Chandra kala Long Lata SatpuraGhujia GheeyakeBurfi Mysore Pak Sohan Cake Sohan Role KHOYA OR MILK SWEETS Tradition plays a major role in Khoya sweets with preparation methods quite sacred. The longer you stir the faster it melts in your mouth leaving you asking for more. Our range include the all time favorite milk cake, pink burfi and kesarpada. Nutty Buttty Karachi Halwa SohanHalwa SohanPapri BadamPatisa Patisa Imarti LalkalaChotaJamun Kala Jamun GulabJamun MavaKachori ShahiDodaBurfi LachchaDodaBurfi DodaBurfi Moti Pak SevBadamBurfi

Haldirams have 16 varieties in Khoya Sweets BikaneriBurfi PistaBurfi MewaBurfi KesarMewaBurfi BadamPistaBurfi KajuPistaBurfi TirangaBurfi Pink Burfi BENGALI SWEETS It is not surprising that despite being North India based, we have developed an expertise in Bengali sweets. We can say for sure that no one prepares Bengali sweets the way Haldirams do. Haldirams rossogollas, probably the softest, are prepared after more than ten hours of milk stirred at low flame. For the calorie conscious, Haldirams have the dite range which involves sugarless preparation. Apart from rossogollas, Haldirams have a wide range of sandesh, Anurodh and Pakiza. Haldirams export range also includes Bengali sweets. Milk Cake Kalakand Mathura Pada KesarPada KheerKadam GolaKesarBurfi Chocolate Burfi Raj Burfi

Haldirams have 40 varieties in Bengali Sweets Raushgulla Rajbhog RasMalai Chena Murge Dry Chena Murge Chak-Chak Ilu Ilu Cup Indrani Cup Fruit Cream Cup MalaiRabri MalaiKhurchan RasBhari Cham-Cham Malai Chap Ras Raj KesarMadhuri Chena Toast Chandra Kala Heera Mani Badam Cream Pista Cream Pista Roll Sandesh Cream Kali Anar Kali HeerRanjha Dilbahar Pink Rasgulla Pakiza Malai Pan KhajoorGudSandesh Sandesh Kesar Roll KesarBurfiSandesh KacchaGolaSandesh Milk Round MalaiAnurodh Malai Roll Ganga JamunaSangam Badam Kali BadamBhog BadamNoori

RESEARCH METHODOLOGY
Research in common parlance refers to a search for knowledge. Once can also define research as a scientific and systematic search for pertinent information on a specific topic. The purpose of research is to discover answer to questions through the application of scientific procedures. The main aim of research is to find out the truth which is hidden and which has not been discovered as yet. Research methodology is a way to systematically solve the research problem. It may be understood as a science of studying how research is done scientifically. It is necessary for the researchers to know not only the research methods/technique but also the methodology. The methodology that was adopted for the study includes both primary source of data as well as secondary source of data. The methodology of the study can be explained as follows:

PRIMARY DATA:

The primary data are those which are collected for the first time, we can obtain primary data either through observation or through direct communication with respondents in one form or through personal interview. There are several methods of collecting primary data, but in this research work primary data collected by using questionnaire.

1. Detailed analysis of datas are very useful for plotting different graphs and tables which can be easily understandable. 2. Than by observing these graphs we have made our conclusions and recommendations.

3. Primary data is collected through: Personal interview Observation

SECONDARY DATA:

Secondary data means data that are already available i.e. they refer to the data which have been already been collected and analyzed by someone else. When the researcher utilizes secondary data, then he has to look into various sources from where he can obtain them. Secondary data may either be published data or unpublished data. In this research work, secondary data collected through the

Internet Company booklets etc.

SAMPLE SIZE: Sampling may be defined as the selection of some part of an aggregate on the basis of which a judgement or inference about the aggregate is made. For making this project we used 100 sample sizes.

SAMPLING TYPE: Convenient Sampling Method is used in this project.

1} Which branded sweet you prefer particular in Gondia region? Branded sweets Haldirams sweets Shyam Sundar sweets Vaishali Rajpurohit sweet Kamdhenu sweets % of preference 59% 23% 10% 8%

% of Preference
Haldiram's sweet Shyam Sundar sweet Vaishali Rajpurohit sweet Kamdhenu sweet

8% 10%

23%

59%

INTERPRETATION
In above pie chart we see the position of various sweets in GONDIA. We can see that HALDIRAMs SWEETS is enjoying the position of market leader and followed by SHYAM SUNDAR SWEET as close second in the market.

2} Which sweet you prefer most out of all product range of Haldiram and its competitors? Product Range Soan papdi Rasgulla Gulab jamun Rasmalai Other sweet % of Haldirams 60% 50% 40% 35% 55% % of competitors 40% 45% 50% 40% 40%

60 50 40 30 20 10 0 Haldiram (Market share) Competitors (Market share)

INTERPRETATION
Above graph showing % market share of HALDIRAMs and its COMPETITORS in different type of sweets. As mentioned in the above graph, Haldirams is enjoying the leader position in the market having highest market shares which are followed by the market challengers.

3} How did you get to know about Haldirams Sweets that you have at present? Different way to know about Haldiram sweets Advertisement Friends recommendation Family information Dealers recommendation % of awareness 29% 25% 10% 36%

% of awareness
Advertisement Friends Family member Dealer's

36%

29%

10%

25%

INTERPRETATION
Above pie chart indicates that the 36% customers of the Haldiram sweet are recommend by the dealers. But due to the advertisement of the haldiram sweet 29% customer are consumed this. Whereas from friend 25% and from family 10% customer are aware.

4} Are you satisfied with the features and quality of Haldirams sweets? Satisfaction Yes No % Of satisfaction 80% 20%

SATISFACTION
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Satisfaction NO YES

INTERPRETATION
The above chart shows that 80% people are fully satisfied with Haldirams sweet and 20% people are disappointed with quality of haldiram sweets.

5} If you are going to purchase a sweet than to whom you give first preference? Consumer Preference Haldiram Others % Of consumption 70% 30%

% of Consumption
80 70 60 50 40 30 20 10 0 Haldiram's Other % of Consumption

INTERPRETATION
Here is the consumer preference for consuming Haldirams sweets. Though the rate of Haldirams sweet is high but the consumer prefers the same because its quality. Now a days consumer are ready to pay even some more for getting quality product. The people who are financially sound they go for the quality product i.e. Haldirams sweets.

6} What are the things that you look while purchasing a sweets? Things that you look while purchasing Taste Quality Packaging Price % of choosing 44% 27% 13% 16%

Sweets
Price 16% Packaging 13%

Taste 44%

Quality 27%

INTERPRETATION
The above pie chart show that the 44% people give first preference to Taste while purchasing the sweet. After that they give preference to Quality and then Price and at last its Packaging.

7} What is your overall opinion about Haldirams sweets? Opinion Very bad Bad Neither bad nor good Good Very good No. of respondent 2 10 20 50 18

Opinion
50 40 30 20 10 0 Very Bad Bad Neither Bad nor Good Good Very Good Opinion

INTERPRETATION
Here more than 50% respondent give Good opinion to the Haldirams sweets and 16% respondent give Very Good opinion. But due to its price and quality some respondent do not give good opinion to the Haldirams sweets.

HYPOTHESIS TESTING
H1: After analyzing the data hypothesis 1 is accepted that the buying behaviour of the consumer is independent of their personal background. H2: Hypothesis 2 is rejected because the sales are more of haldirams sweets as compare to local sweet. H3: Hypothesis 3 is accepted only due to the distributions and availability of Haldiram sweets which directly increase its sales. H4: As increase in sales of haldirams sweet the market share is more as compared to local sweet so hypothesis 4 is rejected.

Finding
About 36%, 29% and 35% respondents are come to know about the haldirams sweet from Dealers, Advertisement and Friends/Family. About 44% and 27% respondent are purchasing Haldirams sweet only due to its Taste and Quality. Most of respondents purchase sweet on festival or in any happy occasions.

Conclusion
1. It is good for Haldirams company that majorities of people are aware about its brand that haldirams sweets earned image in the eyes of the customers. 2. The people or consumer resides in Gondia demands more for haldirams sweet as it provide varieties of sweets of every range as per the wants. 3. Haldirams secure the place of leader having maximum product line in sweets. 4. A large number of respondents like the design or packaging of the Haldirams sweet which attract more and more customer.

Limitation
1. The survey is limited up to Gondia region. 2. The study does not involve much of secondary data. 3. Due to non-availability of the concerned persons question remained unanswered.

Suggestion
1} Company and dealer are suggested to concentrate on advertising print media like Hoarding, Magazines, and advertising Banner. So it can help both them to increase their sale. 2} No. of competitors entered in the market so consumer are shifting towards others. So, company is suggested to less the price of their product to attract their customer and concentrate on consumer by creating more dealers in city.

Bibliography
In order to make this project have taken the help of the following websites & books:

Websites www.wikipedia.com www.haldirams.com www.google.com

Books Research Methodology ( C.R. Kothari ) marketing management

Questionnaire
A} Demographic 1] Name of Respondent______________ 2]Please mention your age group 3] Gender Male Female 4] Please mention your occupation Professional Businessmen Student First Salaried Others 18-20 21-25 26-30 31-35 36-ABOVE

B} If you are going to purchase a sweet than to whom you give first preference and why? Haldiram Local

C} Which branded sweet you prefer particular in Gondia region?

Haldirams sweets Shyam Sundar sweets Vaishali Rajpurohit sweet Kamdhenu sweets

D} If you were to recommend a sweet would you recommend anyone haldirams sweets? Yes No

E} What are the things you look while purchasing a sweets? Taste Packaging Quality Price

F} How did you get to know about Haldirams sweet that you have at present? Advertisement Friends recommendation Dealers recommendation Family recommendation

G} Are you satisfied with the features and quality of Haldirams sweets? Yes No H} Which sweet you prefer most out of all the product range of Haldiram? Soan papdi Rasgulla Gulabjamun Royal celebration Other sweets

I} Would you be a loyal customer of this product in future also? Yes No J} What is your overall opinion about Haldirams sweets? Very bad Bad Neither bad nor good Good Very Good