CHAPTER I

1. INTRODUCTION OF POULTRY FARM

1.1 INTRODUCTION
Poultry is one of the fastest growing segments of the
agricultural sector in India today. While the production of agricultural crops has been
rising at a rate of 1.5 to 2 percent per annum, that of eggs and broilers has rising at a
rate of 8 to 10 percent per annum as a result, India is now the worlds fifth largest egg
producer and the eighteenth largest producer of broilers. !ri"ing this e#pansion are a
combination of factors $ growth in per capita income a growing urban population and
failing real poultry prices.
1.1.1 Background of ou!"r# Indu$"r#%
In the last twenty%fi"e years, li"estoc&
production has become more industriali'ed and farm si'e also substantially increased.
(he e#pansion is made possible by imported technology and increased domestic
demand as a result of rapid economic growth. )ut the rapid growth of the broiler
production is also reinforced by e#port demand.

1
*ight from the beginning, the first pri"ate agric%business firm that
introduced modern technology in broiler production saw the high e#port potential and
applied for the in"estment pri"ilege to build the e#port%oriented slaughterhouses. In
addition to the income effect, the increased production of broiler eggs has also
lowered their process relati"e to the prices of beef and fish. +s a result, consumption
is further stimulated.
(he e#pansion of most of the li"estoc& sub sectors resulted from
the mar&et forces and the pri"ate sector initiation while the large%scale agric%business
firms were the dri"ing force in the broiler industry, it was the independent farmers
who too& lead in the de"elopment of the pig and layer industries.
,n the other hand, dairy is an e#ception because its growth
must largely be attributed to the go"ernments Initiation and Its continued promotion
and protection.

(he go"ernment has also attempted to de"elop the cattle
industry but without success. )ut go"ernment inter"ention can also be detrimental, as
it has discouraged the pri"ate sector from entering into the swine industry.
(he li"estoc& industriali'ation comes in se"eral shapes and
forms. )roiler Industriali'ation began with the pri"ate company importing and
introducing modern pac&aged technology -Including breeds, feed technology, and
2
farm management. through contract farming and also
company farm. Its success has attracted se"eral new agric%business firms.
/onse0uently these integrators ha"e been able to control the
largest share in production and e#port. 1imilar means of contract farming has also
been applied to layer and pig frames, but the success is still "ery limited. ,n the other
hand the small holders who organi'ed themsel"es under the cooperati"e system
determine the de"elopment of the dairy production.
)efore Industriali'ation, )ac&yard li"estoc& production,
which pro"ided supplementary income and consumption for farm households, was
pre"alent. 2owe"er, since the Industriali'ation, the professional speciali'ed li"estoc&
farms replaced the bac&yard production. + significant number of small holders,
e#pect the dairy sectors. also declined, through at the lesser e#tent. 3et the dairy
sector. also declined, through at the lesser e#tent.
3et the e#pansion of the commerciali'ed farms has
created a large number of new 4obs for poor farmers. 1ome small and bac&yard
farmers who still want to raise animals can also ha"e a choice to build the modern
farm by entering into a contract with the agric%business contractors. 5"en farmers
who ha"e neither do not e0uate capital nor sufficient technology can participate in the
contract farming because, with the assistance from the contractor.
6

(hey can secure the low%interest rate agriculture loan from the
commercial ban&s. 7oreo"er, a large number of small and medium%scale independent
farms -in poultry and swine., who are successful in imitating the imported
technology. /an also upgrade them sel"es and e#pand their business to be the
contractor competing with the e#isting integrators.

(he impact of displacement of small li"estoc& farms depends on
the ad4ustment costs or the fle#ibility of ad4ustment among the small holders. +fter
documenting the process of displacement, this study will assess the po"erty
implications of the displacement.
)ut the transformation process can also ha"e negati"e impact,
particularly on the poor and the small holders who lac& ade0uate resources and
information to ad4ust them sel"es. (he small holders may find it increasingly difficult
to compete with the large%scale farmers.
In addition to the economic factors, e.g., the low transaction
cost of doing business and the scale economies en4oyed by the large farms, changing
product re0uirements in the mar&et place may also accelerate the pace of scaling up
of the li"estoc& production. 1uch re0uirements include the en"ironmental pressure
and the increasing public concern about food safety, food 0uality and animal health.
(he issues are the main focus of this study.
8
1.& 'COPE OF THE 'TUDY
(he study was conducted in 9ama&&al .(he study is confirmed to 50days,
relies on primary data obtained from 100 respondents.
(he study co"ers in brief the present position of the +ishwarya feed products.
+ products detail study on the e"olution of the consumer awareness. :iews about
+ishwarya feed products made for the opinion of consumers on different aspects,
awareness, 0uality, price, door deli"ery and promotional acti"ities and the reasons for
buying +ishwarya feed products.
(he study was conducted at the place li&e &anauaipatti "illage, periyapatti
"illage, &alipalayam "illage, "ala"anthi "illage,..etc.
5
1.( OB)ECTI*E' OF THE 'TUDY
(o study the perception of consumer towards +I12W+*3+ ;55!1 on
"arious factors.
(o find out the most influencing information source.
(o study the information of socio%economic factors on purchase decision.
(o study the effecti"eness of ser"ices pro"ided by the company.
(o &now the le"el of satisfaction about the +I12W+*3+ brand feeds.
<
CHAPTER II
&.1. RE'EARCH METHODOLO+Y
+ central part of research is to de"elop an effecti"e research 1trategy or
design. 7ethodology in"ol"es the most suitable methods of in"estigation, the nature
the research instruments, the sample plan and the type of data.
R,$,arc- D,$.gn
+ research design is purely the framewor& a plant for a study that guides the
causation and analysis of data.
D,$cr."./, r,$,arc- d,$.gn
!escripti"e studies attempt to determine the fre0uency units, which something
occurs, and the relationship between to phenomena 5=. (o identify the characteristics
of users of certain product, the degree of consumption with different types of users, or
the type of consumers who buy the product on credit, usually descripti"e studies
assume certain underlying characteristics of the mar&et or ha"e some precise
statement of research 0uestions.
>

&.&. COMPANY PROFILE
+I12W+*3+ ;55!1? the company was established in 1@@< by 7r.
=unase&aran. (he trade office is situated in 9ama&&al town and its factory is at
:agurampatti "illage, 8 &m away from 9ama&&al.
(he following are the ma4or concerns of the firm.
7A1.+I12W+*3+ feeds,
7A1.+I12W+*3+ =reen =ardens,
7A1.+I12W+*3+ Buality 9utrients,
7A1.+I12W+*3+ (ransport C Dogistics,
7A1.+I12W+*3+ 5#ports C Imports,
7A1.+I12W+*3+ ;eed 0uality control Daboratory with * C ! wing.
8

(here are so many companies li&e, +nnam feeds, )harani feeds, Poorani
feeds, 11 feeds, ect., from whom +I12W+*3+ feeds is facing lot of compettion in
both feeds and eggs sector. +I12W+*3+ firms are in"ol"ed in breeding of poultry
Dayer birds for production of white shelled table eggs with a total population of
8,00,000 birds with a capacity to produce 120 million eggs per annum.

While the +I12W+*3+ Buality nutrients deal in trading of poultry
medicines, "accines and feed additi"e, the +I12W+*3+ (ransports with a fleet of
more than 50 transport "ehicles ta&e care of the entire logistics of the group
7A1.+I12W+*3+ feed 0uality control of feed raw materials as well as the finished
products. (he unit is first of its &ind owned by a pri"ate firm in 9ama&&al town.

+s a part of e#pansion policy the group is in the loo& out to e#pand their
operations to International mar&et in which it has decided to enter the =ulf mar&et by
opening a branch in !ubai. (he main ob4ecti"e is to enter the foray of e#port mar&et
in the field of Indian white shelled table eggs and other poultry products to "arious
=ulf countries.
(his centre will be importing the eggs from our capti"e
production units, which will ensure highest 0uality standards under "ery hygienic
condition.
@
&.( OR+ANI0ATION CHART
MANA+IN+ PARTNER
+dministrati"e C Production 7ar&eting 5gg
;inance di"ision
,ffice staffs /attle feed C +rea field 5gg
Poultry feeds 7anager /ollection
Production labour buyers
10
&.1 AI'H2ARYA IMPORT' AND E3PORT' 4E++'5
,ur farm fresh eggs are supplied through and 1,E(2 I9!I+ is to other states for
consumption, with out own carriers.
+lmost care is ensured for the distribution of farm eggs to (amil 9adu
=o"ernment 9on%meal schemes of "arious !istrict in (amil 9adu throughout the
year.
+ishwarya ;eeds are the 1ouths largest 5#porter of ;arm fresh 5ggs to =ulf
countries, 7aldi"es etc, with an a"erage "olume of o"er 15 million eggs per
month plus as per profile and thus helps Indian 5conomy to earn more foreign
5#change and to help to get the )est Price for the ;armers.
11
&.6 AI'H2ARYA FARM'
(he uni0ue 0ualities of our poultry feed ma&e them "ery safe C high 0uality. )y
using out poultry crumble feeds, chic&s A birds are bound to show impro"ed
growth impro"ed resistance power and high F age of egg producti"ity.
1uccess of layer rising depends on the growth rate of birds, egg producti"ity, feed
efficient and health status. 7eticulous care to be bestowed in choosing poultry
layer feed $ for which +ishwarya poultry feeds are there.
Poultry layer grow storage by stage -i.e.. chic&%grower $ pre layer% layer stage and
to maintain the re0uired weight gain at stages, consume feed more efficiently, and
produce eggs at the fi#ed ages.
Poultry layer chic& endowed with strong disease resistance. +ny failure at the
start is reelected on reaching the layer stage.
Poultry layer feeding management is special significance since feed alone
constitutes 80F of the total operational cost in egg production.
1uccessful layer egg production rests s0uarely on pro"iding efficient health co"er
against any disease by pro"iding 0uality feeds etc.
12
/onstant concern, meticulous care, and close "igilance are essential to rectify
errors at e"ery stage of layer feed production to impro"e the efficiency of feed. +
constant regular growth of birds Achic&s will gi"e more results.
16
&.7 DATA COLLECTION METHOD
Pr.8ar# da"a
Primary data do not e#ist already in records and publications. (he researcher
has to gather primary data a fresh for the specific study underta&en. (he primary data
are e#plicitly gathered for a specific research pro4ect.
',condar# da"a
/ompany websites
9ews paper
'a8!.ng
,nly a few numbers of customers are considered for analysis and this called
sampling. 2ere the entire population is ta&en for analysis.

(he data are collected from 50 customers of +I12W+*3+ P,ED(*3
;55!1, 9ama&&al.
'a8!.ng !an
!ata G Primary, 1econdary
*esearch design G 1ur"ey
*esearch 7ethodology G Buestionnaire
7ethod of contact G Personal
18
9u,$".onna.r,
(he term 0uestionnaire refers to a self%administrated process where by the
respondents she reads the 0uestions and records her answer without the assistance of
an inter"iewer. Buestions can be classified in different ways.
7ultiple choice 0uestion
15
&.:. LI;ERT 'UMMATED 'CALE' O*ERALL RATIN+
;rom the gi"en table, the li&ert summated scales o"erall rating was done to
4udge the most preferred option from ran&s stated.
(his o"erall rating ta&es into consideration the weight gi"en to each ran& with
respect to their relati"e satisfaction in this 0uestion.
2ighly 1atisfied $ with 8 as weight age points
1atisfied $ with 6 as weight age points
!issatisfied $ with 2 as weight age points
2ighly !issatisfied $ with 1 as weight age points
(otal weighted score
D11 H I 100
9o. ,f respondents I 9o. ,f parameters
1<
&.< LIMITATION' OF THE 'TUDY
(he study is restricted to +I12W+*3+ P,ED(*3 ;55!1.
(ime and cost factor ha"e a greater influence in the sur"ey.
(he study was conducted within short span of time.
(he information gi"en by the respondents are spontaneous and it may not be
consistent.
1>
CHAPTER III
DATA ANALY'I' AND INTERPRETATION
INTERPRETATION
(he data after collection has to be processed and analy'ed in accordance with
the outline laid down for the purpose at the time of de"eloping the search plan.
(echnically spea&ing processing editing, coding, classification and tabulation
of so called data so that are amenable to analysis.
Ed.".ng
5diting of the data is process of e#amine of the collected raw data to detect
errors and omissions and correct these when possible. +s master of fact, editing
in"ol"es careful scrutiny of the completed 0uestionnaires. 5diting tabulation and I
done to assure that the data are accurate, consistent with other facts gathered,
uniformly entered, as complete as possible and ha"e been arranged to facilitate
coding.
Cod.ng
/oding refers to the process of assigning numerals or other symbols to answer
so that response can be put in to a limited number of categories or class.
Ta=u!a".on
When a mass of data has been assembled, it becomes necessary for the
researcher to arrange the same in some &ind of conscribe and logical order. (his
procedure is returned to as tabulation. (his tabulation is the process of summari'ing
raw data and display the same compact from of -i.e., in the form of statistical tables.
for further analysis
18
TABLE 1
(.1 +ENDER 2I'E CLA''FICATION OF RE'PONDENT>'
+,nd,r No. Of R,$ond,n"$ P,rc,n"ag, ?
7ale
;emale
@<
8
@<F
8F
To"a! 1@@ 1@@?
'ourc, % Pr.8ar# Da"a
Inf,r,nc,
;rom the abo"e table it is obser"ed that most of the
respondents -@< F. are male, and female respondents are -8F..
1@
CHART 1
(.1 +ENDER 2I'E CLA''FICATION OF RE'PONDENT>'
Male
96%
Female
4%
Male
Female
20
TABLE &
(.& LOCATION OF THE FARM
Loca".on No. Of R,$ond,n"$ P,rc,n"ag, ?
Erban
*ural
1emi urban
8
>2
20
8F
>2F
20F
To"a! 1@@ 1@@?
'ourc, % Pr.8ar# Da"a
Inf,r,nc,
;rom the abo"e table it is obser"ed that most of the
respondents ->2 F. are ha"ing their farm in rural areas because it helps the chic&s
to grow well in pollution free area. +nd from the abo"e obser"ation it is clearly
seen that urban area -8 F. is not a good place for ha"ing a farm but semi urban is
also preferred to some e#tent -20 F..
21


CHART &
(.& LOCATION OF THE FARM
8%
72%
20%
Urban
Rural
Semi urban
22
TABLE (
(.( EDUCATIONAL 9UALIFICATION
Educa".ona! 9ua!.f.ca".on No of R,$ond,n"$ P,rc,n"ag,?
Primary
1econdary
=raduate
Post =raduate
60
8<
18
10
60F
8<F
18F
10F
To"a! 1@@ 1@@?
'ourc, % Pr.8ar# Da"a
Inf,r,nc,
;rom the abo"e table it is obser"ed that most of the
respondents are secondary -8< F., (hen comes the primary -60 F., following
them are the graduates -18 F., and post%graduate -10 F..

26
CHART (
(.( EDUCATIONAL 9UALIFICATION
30%
46%
14%
10%
Primary
Secondary
Graduate
Post Graduate
28
TABLE 1
(.1 CLA''IFICATION ON THE BA'I' OF A+E
Ag, No of R,$ond,n"$ P,rc,n"ag,?
)elow 60
60%80
80%50
+bo"e 50
1<
8<
2<
12
1<F
8<F
2<F
12F
To"a! 1@@ 1@@?
'ourc, % Pr.8ar# Da"a
Inf,r,nc,
;rom the abo"e table it is obser"ed that most of the
respondents ha"ing farm -8< F. belong to the age group of 60%80 years,
-2<F. belong to 80%50 years category, and least 9o. of respondents doing this
business belong to the age group of abo"e 50 -12 F., and following
respondents below age 60 -1<F..

25
CHART 1
(.1 CLA''IFICATION ON THE BA'I' OF A+E
16%
46%
&7?
12%
Belo 30
30!40
40!"0
#bo$e "0
2<
TABLE 6
(.6 CLA''IFICATION ON THE BA'I' OF OCCUPATION
O"-,r Occua".on No of R,$ond,n"$ P,rc,n"ag, ?
)usiness man
Professionals
,thers
68
18
88
68F
18F
88F
To"a! 1@@ 1@@?
'ourc, % Pr.8ar# Da"a
Inf,r,nc,
;rom the abo"e table it is obser"ed clearly that no
professionals -18 F. are engaged much in this business, respondents doing
other occupation is -88 F. -eg. +griculture., and some percentage of business
men -68F . are doing this business.

2>
CHART 6
(.6 CLA''IFICATION ON THE BA'I' OF OCCUPATION
38%
18%
44%
Business men
Pro%essionals
&t'ers
28
TABLE 7
(.7 CLA''IFICATION ON THE BA'I' OF MONTHLY INCOME
Mon"-!# Inco8, No of R,$ond,n"$ P,rc,n"ag, ?
)elow 5,000
5,000%10,000
10,000%15,000
+bo"e 20,000
12
6<
62
20
12F
6<F
62F
20F
To"a! 1@@ 1@@?
'ourc, % Pr.8ar# Da"a
Inf,r,nc,
(he abo"e table shows that 6<F of respondents earn monthly
between 5,000 $ 10,000, and 62F of respondents earn 10,000 $ 15,000, and
20F of respondents earn abo"e 20,000, and 12F of respondents earn below
5,000.

2@
CHART 7
(.7 CLA''IFICATION ON THE BA'I' OF MONTHLY INCOME

12%
36%
32%
20%
Belo "(000
"(000!10(000
10(000!1"(000
#bo$e 20(000
60
TABLEA:
(.: NUMBER OF HEN' PRE'EN IN THE FARM
No of H,n$ No of r,$ond,n"$ P,rc,n"ag, ?
)elow 5,000
10,000%15,000
15,000%20,000
+bo"e 20,000
10
2<
8<
18
10F
2<F
8<F
18F
To"a! 1@@ 1@@?
'ourc, % Pr.8ar# Da"a
Inf,r,nc,
;rom the abo"e table it is obser"ed that, most of the
respondents ha"e 15,000%20,000-8< F. hens in this farm, the lowest of hens
recorded is below 5,000-10 F., and rest of them are 10,000%15,000 -2< F., and
abo"e 20,000 -18 F. hens.
61
CHART A:
(.: NUMBER OF HEN' PRE'EN IN THE FARM
10%
26%
46%
18%
Belo "(000
10(000!1"(000
1"(000!20(000
#bo$e 20(000
62
TABLEA<
(.< TYPE' OF HEN' A*AILABLE IN THE FARM
T#,$ of H,n$ No of r,$ond,n"$ P,rc,n"ag,?
Dayer
)roiler
)oth
68
1<
8<
68F
1<F
8<F
To"a! 1@@ 1@@?
'ourc, % Pr.8ar# Da"a
Inf,r,nc,
;rom the abo"e table, it is obser"ed that, most of the
respondents prefer to ha"e both -8< F. types of hens -i.e.. Dayer as well as
broiler, while some respondents prefer only broilers -1< F. which recorded
to be least, and layer hens -68 F. is also preferred to some large e#tent.

66
CHARTA<
(.< TYPE' OF HEN' A*AILABLE IN THE FARM
38%
16%
46%
0
10
20
30
40
50
Layer Broiler Both
)*P+ &, -+.S
P
+
R
/
+
.
)
#
G
+
Broiler
Layer
Both
68
TABLEAB
(.B A2ARENE'' ABOUT OTHER BRAND' OF POULTRY FEED'
ACar,n,$$ of o"-,r =rand No of R,$ond,n"$ P,rc,n"ag, ?
1uguna ;eeds
J1P ;eeds
7uthu ;eeds
,thers
68
1<
18
62
68F
1<F
18F
62F
To"a! 1@@ 1@@?
'ourc, % Pr.8ar# Da"a
Inf,r,nc,
;rom the abo"e table, it is obser"ed that most respondents
-68F. are aware of 1uguna feeds, )ecause of their 0uality product, ;ollowing this
are the ,thers ;eeds -62 F., J1P ;eeds -1< F., 7uthu ;eeds -18F. respecti"ely.

65
CHARTAB
(.B A2ARENE'' ABOUT OTHER BRAND' OF POULTRY FEED'
38%
16%
14%
32%
Suguna Feeds
S! Feeds
Muthu Feeds
"thers
6<
TABLEA 1@
(.1@ THE 'OURCE' OF INFORMATION ABOUT AI'H2ARYA FEED'
Infor8a".on 'ourc,$ No of r,$ond,n"$ P,rc,n"ag, ?
+d"ertising
*elati"es C ;riends
*epresentati"es
,thers
12
6<
82
10
12F
6<F
82F
10F
To"a! 1@@ 1@@?
'ourc, % Pr.8ar# Da"a
Inf,r,nc,
;rom the abo"e table, it is obser"ed that most of the
respondents are informed about +iswarya ;eeds through their representati"es
82F, 6<F through relati"es and friends, 12F through ad"ertisement , and others
10 F are low.


6>
CHART A1@
(.1@ THE 'OURCE' OF INFORMATION ABOUT AI'H2ARYA FEED'
12%
36%
42%
10%
#d$ertisin0
Relati$es 1 ,riends
Re2resentati$es
&t'ers
68
TABLEA11
(.11 FACTOR THAT INFLUANCE' TO PURCHA'E AI'H2ARYA FEED'
Infor8a".on 'ourc,$ No of r,$ond,n"$ P,rc,n"ag, ?
Price
Buality
+"ailability
*ecommendation )y others
60
52
<
12
60F
52F
<5F
12F
To"a! 1@@ 1@@?
'ourc, % Pr.8ar# Ta=!,
Inf,r,nc,
;rom the abo"e table, it is obser"ed that most of the
respondents -52 F. are influenced by the 0uality of +I12W+*3+ ;55!1,
+"ailability -< F., and recommendation -12 F. are not mostly considered as a
influencing factor by the respondents, and -60 F. of respondents are influenced
by the price.
6@
CAHRTA11
(.11 FACTOR THAT INFLUANCE' TO PURCHA'E AI'H2ARYA FEED'

30%
52F
<F
12F
0
10
20
30
40
50
60
P
r
i
c
e
3ua
l
i
t
y
#$
a
i
l
a
b
i
l
i
t
y
4.,&R5#)4&. S&UR/+S
P
+
R
/
+
.
)
#
G
+

#uality
$%aila&ility
!ri'e
(e'ommend
ation
&y others
b y o t ' e r s
R
e
c
o
m
m
e
n
d
a
t
i
o
n
80
TABLEA1&
(.1& DURATION OF PURCHA'E OF AI'H2ARYA FEED'
No of #,ar$ urc-a$.ng
A.$-Car#a f,,d$
No of r,$ond,n"$ P,rc,n"ag,?
Dess than 1 year
1year%2 year
2year%5 year
+bo"e 5 year
10
1<
2<
88
10F
1<F
2<F
88F
To"a! 1@@ 1@@?
'ourc, % Pr.8ar# Da"a
Inf,r,nc,
;rom the abo"e table, it is obser"ed that most of the
respondents -88 F. are purchasing this brand for more than 5 years ,-2< F. of the
respondents are purchasing this brand for 2%5 years, -1< F. of the respondents are
purchasing this brand for 1%2 years, and -10 F. of respondents for less than 1 year .

81
CHART A1&
(.1& DURATION OF PURCHA'E OF AI'H2ARYA FEED'
82
10
16
26
48
0
10
20
30
40
50
60
Less
then 1
year
1 year )
2 years
2 years )
5 years
$&o%e 5
years
*+#RS
P
+
R
/
+
.
)
#
G
+
Series1
86
88
TABLE 1(
(.1( A*ERA+E 9UANTITY PURCHA'ED PER 2EE;
A/,rag, Duan"."# urc-a$,d
P,r C,,k 4:6kg5
No of R,$ond,n"$ P,rc,n"ag, ?
Dess than 15
15 $ 20
20 $ 60
+bo"e 60
60
68
22
10
60F
68F
22F
10F
To"a! 1@@ 1@@?
'ourc, % Pr.8ar# Da"a
Inf,r,nc,
;rom the abo"e table, it is obser"ed that, most of the
respondents -68 F. are purchasing 15 $ 20 bags -of >5 &g. of feeds per
wee& on an a"erage, -60 F. of respondents are purchasing less than 15 bags,
-22 F. purchase 20%60 bags ,and the lowest amount of purchase is abo"e 60
bags is reco"ered as -10 F..
85
CHART 1(
(.1( A*ERA+E 9UANTITY PURCHA'ED PER 2EE;
30%
38%
22%
10%
6ess t'an 1"
1" 7 20
20 7 30
#bo$e 30
8<
TABLE 11
(.11 MODE OF PURCHA'E
Mod, of urc-a$, No of r,$ond,n"$ P,rc,n"ag, ?
/ash
/redit
5#change of eggs
,thers
28
18
5<
<
28F
18F
5<F
<F
To"a! 1@@ 1@@?
'ourc, % Pr.8ar# Da"a
Inf,r,nc,
;rom the abo"e table, it is obser"ed that, mostly
the mode of purchase is done by e#change of eggs for feed -5< F., credit -18 F.
mode of purchase, other -< F. mode of purchase low, and following cash -28 F.
cash mode of purchase.
8>
CHART 11
(.11 MODE OF PURCHA'E
24
14
56
6
0
10
20
30
40
50
60
*
a
s
h

*
r
e
d
i
t
+,
'
h
a
n
g
e
"
t
h
e
r
s
5&8+ &, PUR/-#S+
P
+
R
/
+
.
)
#
G
+
*redit
+,'hange
o- +gg.s
"thers
o
-

e
g
g
/
s
*ash
88
TABLE 16.1
(.16.1 LI;ERT 'UMMATED 'CALE'
'a".$fac".on
L,/,!
Fac"or
H.g-!#
'a".$f.,d
'a".$f.,d D.$$a".$f.,d H.g-!#
D.$$a".$f.,d
O/,ra!!
ra".ng .n
?
Price 18 80 2< 1< 76?
Buality 62 88 20 0 :<?
1er"ice 28 82 28 10 :@?
!oor !eli"ery 22 52 1< 10 :&.6?
+"ailability 28 80 20 12 :1?
Pac&age
/onditions
2< 68 22 18 7B?
'ourc, % Pr.8ar# Da"a
Inf,r,nc,
;rom the abo"e table, it is obser"ed that, the customers of
+I12W+*3+ ;55!1 are highly satisfied with the 0uality of the product. +lso they
show their high satisfaction towards the door deli"ery ser"ice pro"ided by the
company. It also re"eals that the customers are showing dissatisfaction towards the
price of the brand and pac&age conditions.
8@

TABLE 16.&
(.16.& LI;ERT 'UMMATED 'CALE' RAN;'
Rank Fac"or$
I Buality
II !oor !eli"ery
III 1er"ice
I: +"ailability
: Pac&age /ondition
:I Price
50
CHART 16
(.16 LI;ERT 'UMMATED 'CALE'
65%
08%
00%
0215%
01%
69%
55
60
65
00
05
80
!ri'e
#uality
Ser%i'e !a'2age
'onditions
,#/)&RS
P
+
R
/
+
.
)
#
G
+
Ser%i'e
#uality
!ri'e
31deli%ery
$%aila&ility
4a'2age
'onditions
3oor )
deli%ery
!a'2age
'onditions
51
/2+P(5*% :
5.1 ;I9!I9=1
@<F of respondents are male, and 8F are female
>2F of respondents are in rural areas and 20F are in semi urban
areas.
+mong the respondents, 8<F of them ha"e secondary educational
0ualification, and 60F ha"ing primary education.
8<F of the respondents belong to the age group of 60 $ 80 years, and
2<F belong to 80 $50 years category.
88F of respondents are ha"ing agriculture as their other occupation, and 68F
are doing business.
6<F of respondents are belong to monthly income group of
*s.5000 $ 10000, and 12F of respondents getting below *s.5000.
8<F of respondents are ha"ing 15000 $ 20000 hens and 2<F are
2a"ing 10000 % 15000 hens, and 18F are ha"ing abo"e 20000.
52
8<F of respondents are ha"ing layer type of hens 68F are ha"ing
broiler type, and 1<F are ha"ing only broiler.
68F of respondents are aware of 1E=E9+ feeds, and 22F are aware of
others feeds, and 1<F aware of J1P feeds, and 18F aware of 7E(2E feeds.
;or 82F of the respondents, companys representati"es are the ma4or
Information source, and 6<Fthrough friends and relati"es.
52F of the respondents prefer this brand of feeds because of the
Buality
88F of the respondents ha"e been purchasing this brand for more
(han 5 years.
68F of the respondents are purchasing 15 $ 20 bags -of >5F &gs. per
Wee& on a"erage , 10F of them are purchasing abo"e 60 bags per
Wee&, 60F are purchasing less than 15 bags.

5<F of respondents are purchasing feeds with e#change of eggs for the "alue
and 28Fof them are purchasing by cash, and 18F by credit.
56
Di&ert summated scale o"erall rating re"eals that, the respondents are highly
satisfied the 0uality of the feeds and with the door deli"ery, ser"ice offered by
the company.
58
6.& 'U++E'TION'
(he study among the customers of +I1W+*3+ ;55!1 suggests that the
company has to ta&e necessary steps to reduce the price of poultry feeds in
order to meet the challenges being e#hibited the competitors.
(he pac&age used for poultry feeds should be impro"ed to increase the
satisfaction of the customers and to a"oid wastages during transportation.
It can also concentrate to e#pend its operation to many other farms through its
sales force and ad"ertisement. 5specially it concentrate on the farms
ha"ing broiler type of hens, since the number of hens in their farms are
broiler type, which is relati"ely higher than farms with layer type of hens.
+lso it should impro"e the ser"ices offered by the company for nursing of
hens.
(he company should maintain its 0uality standards with respect to
Poultry feeds, which is one of the greater strength of it.
55
6.( CONCLU'ION
It is concluded from the study conducted among the customers of
AI'H2ARYA FEED' that, in general the perception le"el of customers are
appreciable.
)y adopting the suggestions brought from the study, the company has definite
c-anc, "o .8ro/, ."$ $a!,$ .n "-, fu"ur,.
)y the results e#tracted, the study would reach its e#pected ob4ecti"es in
relation with the perception le"el of satisfaction.
5<
BIBLIO+RAPHY
BOO;'%
Jothari /.*.2006,K*esearch 7ethodology methods and techni0uesL,
Wishwapra&ashan, 9ew !elhi.
1.P. =uptha, 2005 K1tatistical methodsL, sultan chand Csons
2,=$.",$G
www.fao.orgAW+I*!,/1AD5+!.htm
www.aishwaryafeeds.comAfarms.htm
www.aishwaryafeeds.comAimportsMe#ports.htm
5>
A*' COLLE+E OF 'CIENCEE 'ALEM 7(7 1@7
D,ar"8,n" of Manag,8,n" '"ud.,$
A STUDY ON PERCEPTION OF CONSUMERS
TOWARDS AISHWARYA FEEDS
NAMAKKAL
9UE'TIONNAIRE
15 NAME %
&5 ADDRE'' %
(5 +ENDER
a. 7ale % N O
b. ;emale % N O
15 LOCATION OF YOUR FARM
a. Erban % N O
b. *ural % N O
c. 1emiurban % N O
65 EDUCATIONAL 9UALIFICATION
a. Primary % N O
b. 1econdary % N O
c. =radute % N O
d. Post graduate % N O
58
75 A+E
a. )elow 60 % N O
b. 60%80 % N O
c. 80%50 % N O
d. +bo"e 50 % N O
:5 OTHER OCCUPATION
a. )usiness 7an % N O
b. Professionals % N O
c. ;armers % N O

d. ,thers % N O
<5 MONTHLY INCOME
a. )elow*s.5,000 % N O
b. *s.5,000%*s.10,000 % N O

c. *s.10,000%*s.15,000 % N O
d. *s.+bo"e 15,000 % N O
B5 HoC 8an# -,n$ do #ou -a/, .n #our far8 F
a. )elow 2000 % N O
b. 2000 $ 5000 % N O
c. 5000 $ 10,000 % N O
d. 10,000 $ 20,000 % N O
1@5 2-.c- "#, of -,n$ do #ou -a/, .n #our far8F
a. Dayer % N O
b. )roiler % N O
c. )oth % N O
5@
115 Ar, #ou aCar, of A.$-Car#a F,,d$F
a. 3es % N O
P1 year % N O
2 $ 6 years % N O
+bo"e 6 year % N O
b. 9o % N O
1&5 2-a" ar, "-, o"-,r =rand$ of ou!"r# f,,d$ "-a" #ou ar, aCar, ofF
a. 1uguna ;eeds % N O
b. J1P ;eeds % N O
c. 7uthu feeds % N O
d. ,ther -Please 1pecify. % %%%%%%%%%%%%%%%%%%%%%%%%%%%%%
1(5 HoC do #ou co8, "o knoC a=ou" A.$-Car#a f,,d$F
a. +d"ertisement % N O
b. *elati"e C ;riends % N O
c. *epresentati"e % N O
d. ,ther -Please 1pecify. % %%%%%%%%%%%%%%%%%%%%%%%%%%%%%
115 Ar, #ou u$.ng an# o"-,r =rand of f,,d$ .n #our far8F
a. 3es % N O
b. 9o % N O
1. If Q3es which brandR % AAAAAAAAAAAAAAAAAAAAAAAAAAAAA
2. *easons for selecting that brand. %%%%%%%%%%%%%%%%%%%%%%%%%%%%%
165 R,a$on$ for urc-a$.ng A.$-Car#a =rand f,,d$.
a. Price % N O
b. Buality % N O
c. +"ailability % N O
d. *ecommendation by others % N O
<0
175 HoC !ong -a/, #ou =,,n =u#.ng "-.$ =rand of f,,d$F
a. P 1 year % N O
b. 1 $ 2 years % N O
c. 2 $ 6 years % N O
d. 6 $ 8 years % N O
e. +bo"e 8 years % N O
1:5 On a/,rag,E -oC 8an# =ag$4:6kg5 of A.$-Car#a f,,d$ do #ou
Purc-a$, ,r C,,k F
a. P15 days % N O
b. 15 $ 60 days % N O
c. +bo"e 60 % N O

1<5 2-a" .$ #our 8od, of urc-a$,F
a. /ash % N O
b. /redit % N O
d. 5#change for eggs % N O
d. ,thers -Please specify. % AAAAAAAAAAAAAAAAAAAAAAAAAAAAA
1B5 P!,a$, rank #our !,/,! of $a".$fac".on o/,r "-, fo!!oC.ng a""r.=u",$
of A.$-Car#a =rand F,,d$ F
De"el of
1atisfaction
;actor
2ighly
1atisfied
1atisfied !issatisfied
2ighly
!issatisfied
Price
Buality
1er"ice
!oor !eli"ery
<1
+"ailability
Pac&age
/ondition

&15 Your /a!ua=!, $ugg,$".on$ "o A.$-Car#a F,,d$.
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GGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGG
<2