A

PROJECT REPORT

ON

“CONSUMER SURVEY ON BRAND PREFERNCE AND CONSUMPTION

PATTERN OF CORN FLOUR”

SUBMITTED TO

MATRIX BUSINESS SCHOOL

AMBEGAON (Bk), PUNE-411041

BY

DEEPAK RAWAT

PGDM

2009-11

1
 DECLARATION

I DEEPAK RAWAT Confirm that this project report titled “CONSUMER

SURVEY ON BRAND PREFERNCE AND CONSUMPTION PATTERN OF
CORN FLOUR” is an original work done by me as a part of my academic course,
under the guidance of Mr. Jose Chacko (summer Training ).I further thank my
institute project guide Mrs. Prajyakti Bakre.

Prof. Dr .J.N.POL Prof. Mrs. Prajyakti Bakre.

DIRECTOR Project Guide:

DATE:-

PLACE:-

2
 ACKNOWLEDGEMENT

I would like to express my heartiest gratitude to Mr. Jose Chacko (Marketing executive
in Weikfield Foods Pvt. Ltd, Pune) for giving an opportunity to associate to the Company
(Weikfield Pvt. Ltd. Pune) and to carry out my project titled “CONSUMER SURVEY ON
BRAND PREFERNCE AND CONSUMPTION PATTERN OF CORN FLOUR”.

I am also thankful to our Miss Arti Mishra who had supported me a lot while doing my
project work.

I wish to express my heartiest gratitude to Dr. Mr. J.N.POL. (Director) MATRIX

BUSINESS SCHOOL.

DEEPAK RAWAT

PGDM (AICTE)

MARKETING

CERTIFICATE
3
This is to certify that the project titled “CONSUMER SURVEY ON BRAND PREFERNCE AND
CONSUMPTION PATTERN OF CORN FLOUR”Is a bonafide work carried out by DEEPAK
RAWAT A student of Post-Graduate Diploma in Management course at Sinhgad Business School,
Pune for fulfillment of PGDM course of Pune.

He has worked under our guidance and direction. His work is found satisfactory and complete

in all respects.

Prof.-Dr.-J.N.POL Prof. Mrs. Prajyakti Bakre

Director Project Guide

DATE:-

PLACE:-

4
 Contents
Page No.

1. Introduction…………………………………………………
 Definition of Project 8
 About the Study 9
 Objectives of the Study 12
 Scope of the study 13
 Limitations of the study 14
2. About Company…………………………………………….
 History 16
 Back Ground 17
 Mission 18
 Values 22
 Location 23
3. Product Profile…………………………………………………
a) Desserts and Ingredients 22
b) Fresh Vegetables and Fruits 23
c) Processed Vegetable Fruits 24
d) Sauces Pickles and Condiments 25
e) Health Food and Beverage 26
f) Organic Tea 27
g) Corn Flour 28
4. Research Methodologies………………………………………….
 Research Definition 38
a. Research Process-flow Chat
 Method of Analysis 40
5. Competitors ………………………………………….. 30
6. Data Analysis…………………………………………..
37

6. Recommendation and Findings ……………………….. 50

7. Conclusion………………………………………………. .53

8. Bibliography……………………………………………. 54

9. ANNEXURE …………………………………………………. 55

5
a. Questionnaires

 INTRODUCTION

 INDUSTRY PROFILE

6
7
 MEANING OF PROJECT

The word “Project” has great specification in the field of management before starting
any work we must have an idea about its basic. The meaning of the “PROJECT” is
as follows: -

“P” – The word ‘p’ signify the phenomenon of planning, which deals symbolization and
proper arrangement of sensex and suggestion on respectively in accordance with need.

“R” – It stand for associated with word resource with which guides to promote planning.

“O” – This letter stands overhead expenses on unestimated expenses, which occur in
manufactures designed or layout of project.

“J” – This letter stands for joint efforts i.e. Project work which is undertaking should be
completed with a combined effort.

“E” – This stands for engineering i.e. worker undertaken is to be employing technical
process.

“C” – This stands for the phenomenon of constriction on which is more essentially and basic
form of work.

“T” – This stands for the techniques unless techniques to work is not Known.

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 About the Study

Brand Preference and Consumption Pattern of Corn Flour

This study entails about the consumer’s psychology behind the brand of corn flour preferred
by them for consumption and the pattern of consumption for it .i.e. it means how
consumers are using the product , in what quantity and in what way. It involves the
behavioral element that influences purchasing decision therefore, knowing consumers
becomes vital for any business organization. In the present era of cut and throat
competition a periodical review is required to suit the requirement of changing
consumption pattern and brand loyalty to retain and increase customers.

Brand Preference : The stage of brand loyalty at which a buyer will select a
particular brand but will choose a competitor's brand if the preferred
brand is unavailable.

consumption pattern:

The combination of qualities, quantities, acts and tendencies characterizing a community or

human group's use of resources for survival, comfort and enjoyment.
Brand preference and awarenessresearch studies conducted to determine the awareness
of specific brands or companies and the degree to which the purchasing population prefers
or doesn't prefer a specific product.Researchsurvey, commonly organized by a major
professional marketing researchcompany, in which different cross sections of the
community are interviewed by sampling techniques at regular intervals about buying
habits, product and brand preferences.Consumers usually have some sort of brand
preference with companies as they may have had a good history with a particular brand or
their friends may have had a reliable history with one.

People begin to develop preferences at a very early age. Within any product category, most
consumers have a group of brands that comprise their preference set. These are the four or five
up market brands the consumer will consider when making a purchase. When building
preference, the goal is to first get on the consumer’s preference sets, and then to move up the
set’s hierarchy to become the brand consumers prefer the most – their up market brand. Gaining
and maintaining consumer preference is a battle that is never really won.
Definitions of brand preference are as follows:-

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o
Selective demand for a company's brand rather than a product; the degree to which
consumers prefer one brand over another
o
The percentage of people who claim that a particular brand is their first choice.
In every product category, consumers have more choices, more information and higher
expectations than ever before. To move consumers from trial to preference, brands need to
deliver on their value proposition, as well as dislodge someone else from the consumer's existing
preference set.
Preference is a scale, and brands move up, down and even off that scale with and without a
vigilant brand management strategy. Pricing, promotional deals and product availability all have
tremendous impact on the position of our brand in the consumer’s preference set. If all things are
equal, the best defense is to make us more relevant to consumers than the competition. The
brands potential can only be fulfilled by continually reinforcing its perceived quality, up market
identity and relevance to the consumer. The same branding activities that drive awareness also
drive preference. And, while awareness alone will not sustain preference, it will improve the
brand’s potential for building and maintaining preference.
With a great story and a large enough investment, awareness can be attained rather quickly.
It takes time, however, and constant revaluation to build brand preference. Aristotle professed,
“We are what we repeatedly do. Excellence then is not an act, but a habit.” Attaining and
sustaining preference is an important step on the road to gaining brand loyalty. The ability to
generate more revenue, gain greater market share and beat off the competition is the reward
given by consumer toward particular brand.
Brand preference is the Selective demand for a company's brand rather than a product; the
degree to which consumers prefer one brand over another. In an attempt to build brand
preference advertising, the advertising must persuade a target audience to consider the
advantages of a brand, often by building its reputation as a long-established and trusted name in
the industry. If the advertising is successful, the target customer will choose the particular brand
over other brands in
any category.

Consumer prefer particular brand because they find it easier to interpret what benefits brand
offers feel more confident of it and get more satisfaction from using it and get more satisfaction
from using it. Because of such consumer preference, the brand can charge a higher price,
command more loyalty, and run more efficient marketing programmes (e.g. it can spend more
retailer incentive and it cost less to launch brand extension) .The brand preference therefore
command a higher asset value.
Brand Preference choice criteria
There are six criteria choose brand preference. The first three element categorised as“ Brand
Building” in terms of how brand preference can be built up. And last three elements are known
as “defensive” because it preserved in the face of different opportunity or different brands
available in market.

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 Memorable: - How easily particular brand are recalled? How easily recognised? Is this true
at both purchased and consumption.

 Meaningful:-To what extent particular brand prefer in corresponding category? Does it

suggest something about a product ingredient or the type of person who might use the
Brand?
E.g. fair and lovely cream, close-up toothpaste

 Likeability:-How aesthetically appealing do customer finds the brand element? Is it

Inherently likeable visually, verbally and in other ways? Concrete brand name such as
Scorpio, Splender

 Transferable : Can the brand element be used to introduce in new product in the same or
Different categories? To what extent does the brand add to brand equity across geographical
Boundaries and market segments?

 Adaptable:-How adaptable and updatable is the brand element? E.g. Lifebuoy, the largest
Selling soap brand all over world.

 Protectable:- How legally protectable is the brand element? How comparatively

protectable?
Can it easily copy? It is important that names that becomes synonymous with product
Categories. Such as Xerox, Fiberglass.

Brand Positioning

"A strong brand position means the brand has a unique, credible, sustainable, and valued
place in the customer's mind. It revolves around a benefit that helps your product or
service stand apart from the competition.” Scott Davis,

Brand Asset Management

Organizations seek to develop and project brand perceptions based on internally driven
needs and goals. In Jack Trout's book "Differentiate or Die,” he presents evidence that
supports his theories on consumer behavior and interpretation. Although these
concepts seem self-evident on the surface, organizations tend to ignore these
immutable laws in their daily brandingactivities.

11
 Objectives of the Study

Objective of the project:-

 To find out the potential market for Weikfield

 To understand perception of customers for Weikfield.

 To identify the hidden expectations of customers from the company.

 To understand the satisfaction level of Weikfield customer.

 To analyze and gathered information.

 To identify weak and strong points.

 To understand the usage of corn flour in the market.

 Studying about the factors affecting the Buying behavior of customer.

 To find out the new target customer for Weikfield Food Pvt. Ltd.

12
 Scope of the Study

Scope of study:-

Consumer survey has always been important for business organization specially when the products
are consumer durables. It helps the organization to keep update of their target and potential
customer’s changing need, taste and preferences. This project report titled “Brand Preference and
Consumption Pattern of Corn Flour” has potential of further analysis. it has following scope :

1. Project report can help company in understanding its customers more better and hence
can be useful in designing product according to consumer’s need.

2. This study will help customer in the form of availability of better product and for the
company in the form of loyal customers

3. It will help the organization in formulating and implementing strategy and marketing
efforts for its products.

4. It may be useful for further research and development work.

5. It will help to get an insight of consumer buying behavior.

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 Limitations of the Study

Limitation of the study:-

 Time Constraint: -

The first important limitation is the time factor. As there is a period of rainy season, respondent
could not give that enough time to provide more information. Thereafter only 50 people were
met from different areas of PUNE.
Sometimes respondent have not sufficient time to answer our whole questionnaire.

 Limited Respondents: -

The size of the respondents was 50 only. Sometimes respondents are not truly
representative.

 Knowledge about products: -

Some of the people may have knowledge about the products about the existence of
product while some of them haven’t. It can be used only when respondents are

educated.

 The Study is restricted to Pune: -

Under this project only three areas of Pune City is covered; thereafter the result of project
might not be universal in application.

 Bias Information: -

14
If the respondents give incorrect answer, the result will be misleading. Sometimes
respondents gave ambiguous reply. Sometimes people don’t take interest to
answer, our whole questionnaire.

15
 History

MUKESH MALHOTRA, MD.

Sweet taste of success for Weikfield

The WEIKFILD story is a story of “SWEET SUCCESS”. A Story That began in

1956,With manufacture of Custard Powder and Corn Flour .It was a humble entry into
the world of processed foods and today, over five decades later, WEIKFIELD is a
multi-division company ,manufacturing over 50 quality products, and meeting the
tastes of even the most discriminating buyers, the world over.

Customer satisfaction has been and remains WEIKFIELD’S primary goal.

Uncompromising insistence of high standards, continuous innovation, and the
conscious commitment and dedications to provide value for money to the customers
has made WEIKFIELD a house name. Room package foods to agro products to tea,
16
 honey and mushrooms, WEIKFIELD has opened new doors and frontiers and has
grown enormously by seeing new opportunities and challenges.

WEIKFIELD set up operations in PUNE, Maharashtra, with two products on its

production line - custard and corn flour. Today, the network spans 1, 80,000 retail
outlets across India and 5 continents globally. Quality and reputation, the most valued
assets of our company, are visible across our range of 50 food products. The customer
has been our guide, and his expectations have given Weikfield its business blueprint.

The domestic network encompasses 20 C&F Agents, 900 distributors and stockists in
every city in the country. Overseas, our growing web of agents, distributors and direct
buyers covers North & South America, Continental Europe & UK, the Middle East,
Australia and Africa. The team at home is a lean and productive family of 400 people, 300
of which are part of the manufacturing process spread over three facilities. We are
focused on technology, innovative new products and growing markets - in other words, a
company that is on a decidedly upward trajectory

BACK GROUND .

 Weikfield Production facilities are located at three locations Viz. Lonikand

-Pune, Bakori-Pune and Nalagarh in Himachal Pradesh (HP).

 Weikfield plant at Lonikand –Pune and Nalagarh (HP) manufacture a versatile

range of processed food products like Custard Powder, Corn Flour, Baking
Powder, Flavoured Jelly Crastals, Ice cream Mix Powder, Custard Pudding,
Oats, Hot

 Beverages, Tea and teabags, etc. Weikfield is one of the only organic certified
tea packing unit in the country and produces a wide range of flavoured organic
tea under the “Weikfield”, “Lakefield Farm” and “Whitefield Estate” brands in
innovative packaging.

 Weikfield Agro Growing and Processing Facility at Bakori-Pune cultivate white

button mushrooms and manufactures processed mushrooms, honey and range of
sauces ketchups, pickles and condiments.

17
  The head office of Weikfield Foods Pvt. Ltd, Located in Pune, MAHARASTRA.

Main Products

• Baking Powder
• Custard Powder
• Glucose Powder
• Sugar Free Sweetener
• Organic Tea
• Corn flour

M ISSION S TATEMENT

18
 Food with a future: that’s the spirit of
Weikfield.
To produce and market trusted food brands,
conforming to the highest international
standards of quality and convenience, for
discerning customers in the Indian and
global markets, with every Weikfield
employee passionately dedicated to
achieving the goals of the organization.

WEIKFIELDFOODS PVT.LTD.
19
 Our Values
 Customers Focus

 Passion for Excellence

 Continuous all round innovation

 Transparency and integrity

 People Development

 Social Responsibility

LOCATIONS

CORPORATE OFFICE:

WEILKFIELD IT CITI INFOTECPARK,

“D” BLOCK,9”FLOOR,NAGAR ROAD,
PUNE-411014, INDIA.
TEL:91-20-6647830
FAX :91-2066478330
E-MAIL:WEILKFIELD@WEILKFIELD.COM
WEBSITE:WWW.WEILKFILD.COM

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LONIKAND-PUNE FACTORY:
WEILKFIELD ESTATE,GAT NO.485,
LONIKHAND NAGAR ROAD,
TALUKA HAVEL, DIST: PUNE-412216 INDIA.
TEL:91-20-66322300
FAX-91-20-66322345
E-MAIL:WEILKFIELD@WEILKFIELD.COM
WEBSITE:WWW.WEILKFIELD.COM
GDP AND IPD PRODUCTS

BAKORI-PUNE FARM AND FACTORY:

GAT NO:323/331,VILLAGE BAKORI,
TALUKA HAVELI, DIST: PUNE-412207
TEL:020-9272225085
E-MAIL:WEILKFIELD@WEIKFIELD.COM.
WEBSITE: WWW.WEILKFIELD.COM
APD PRODUCTS

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NALAGAR-HIMACHAL PRADESH:
NALAGARH-BHARATGARH ROAD,
VILLAGE BHATAIN, NALAGARH,
HIMACHAL PRADESH-1744101 INDIA.
E-MAIL:WFPLNLAGARH@GMAIL.COM
WEBSITE: WEILKFIELD.COM
GDP PRODUCT

PRODUCT PROFILE
o Desserts & Ingredients
o Fresh Vegetables & Fruits
o Processed Vegetables & Fruits
o Health Foods & Beverages
o Sauces, Pickles & Condiments
o Organic Tea
o Product Barcodes

22
 1. Desserts & Ingredients

Custard Powde r

Baking Powder

Cornflour

Vegetarian Jelly

Cremelle Pudding Mix

Freeze Ice Cream Mix

Cocoa PowderIcing SugarVanilla Powder

2. Fresh Vegetables & Fruits

23
 Mushroom
Firm, supple and nutritious, mushrooms contain a host of key nutrients like copper,
potassium, folate and niacin. Weikfield mushrooms are grown in a controlled
environment that spans 5 acres. The cultivation is totally unaffected by and immunized
from external weather conditions. These mushrooms are hygienically packed in
innovative punnet packs

24
3. Processed Vegetables & Fruits

Sweet Corn Kernels

.

Canned mushrooms

Tutti Fruti

25
4.Sauces, Pickles & Condiments

26
5. Health Foods & Beverage

27
 Organic Tea

Weikfield Products Company is one of the leading food companies in India. Since 1999 we have
already been working in the organic tea business. Based on our vast experience in this business
sector we developed profund know-how of sourcing, processing and blending teas. Our headquarters
are based in Pune one of the most thriving cities in India where we process the raw material and
export all of your fine blended organic products. We closely cooperate with the best tea gardens in
India and only source from Darjeeling, Nilgiris and Assam.

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 C ORNFLOUR

Extracted from maize, Corn flour is a gluten-free thickening agent. Fine and pure, Weikfield
Corn flour dissolves easily to make a smooth, lump-free paste, ideal for soups, sauces, puddings,
gravies and all sorts of Chinese dishes.

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AVAILABILITY OF CORN FLOUR

CORNFLOUR

Consumer Packs Bulk Packs

100 X 100 g Pkt 25 X 1 kg
20 X 500 g Pkt Bag
30 X 500 g 6 X 2 kg
Poly jar Carton
5 X 5 kg
Bag
1 X 25 kg
Bag
1 X 50 kg
Bag

30
Corn Flour of Brown & Polson's

AND
31
 BLUE BIRD
100gm(Rs20)
500gm pack(Rs 75)

500gm pack

32
 Rs 65

Product Description

Brown & Polson Original Patent Corn flour

Pure fine white corn starch milled from maize grain from which the outer hull, germ and gluten have
been removed by a patented milling process.
Because Brown & Polson Original Patent Corn flour is gluten free and so finely milled it is naturally
smoother than ordinary flour giving superior results when used in all your

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RESEARCH DESIGN

AND

METHODOLOGY
34
RESEARCH:-

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. In fact, research is
an art of scientific investigation. The advanced Learner’s Dictionary of Current English lays down
the meaning of research as “a Careful investigation or inquiry especially through search for new facts
in any branch of knowledge.” Redman and Mory define research as a systematized effort to gain new
knowledge”.

According to Clifford Woody research comprise defining and redefining problems,

formulating hypotheses or suggested solutions; organizing and evaluating data; making deductions
and reaching conclusions; and at last carefully testing the conclusions to determine whether they fit
the formulating hypotheses.

1.2 RESEARCH PROCESS IN FLOW CHART

35
 Formulation of Secondary Selection of
Objective Data sample size

Questionnaire
Preparation

Recommendatio Primary Data

ns Collection

Findings Analysis
Limitation Conclusio
n

Research Design:- Research design is purely & simply the framework or a plan for research
studies that guides the collection & analysis for data. It is considered as skeleton of research in
completing a study.

Sampling Units

It gives the target population that will be sampled. This research is related to the
corporate customer segment. For this research various house wives in home using
different brands were the target respondents. Population is all the industrial areas of
Pune region but as a sample I select the following residential area and corporate
offices of

 KARVE NAGAR
 VIMAN NAGAR

3.2 Sample Size

36
Large sample gives reliable results than small sample. But it is not feasible to survey
entire target population. Being aware of the time and cost constraints, this project
maintained sample size of 96 respondents having:-
 Professionals - 49
 House wife’s - 32
 Others -15
3.3 SAMPLE SELECTION
Methods of data analysis

Analytical tools I used, which include

 Tabular Analysis
 Graphical Analysis
 Percentage Analysis
Because my research approach is quantitative and the best way to represent
quantitative data is pie-chart in percentage term. Through pie chart we can easily
understand the data, facts and figure.
Population Definition: - The main population for the segmentation of market on the basis of age
group, geographical area and market condition. So for this project first I prepared the list of female
respondents age group between 20-60 years.

Unit of Analysis: - In my research work the unit of analysis is all those consumers using corn
flour.

1.3 SOURCES OF DATA: -

 Primary Data: - A structured questionnaire is prepared for this survey. Here 250 respondents
were met to collect the primary data.
 Secondary Data: - Secondary data were collected from Internet, Company Profile, and
Magazines etc.
Methods Of Data Collection:-
 Survey Method.
 Interviews.

37
 Here survey method used by me for the collection of primary data because it is the most
commonly used method of primary data collection in marketing research. It is widely used because
of its extreme flexibility.

Research instruments

The research instrument was a structured questionnaire.

DATA interpretation
And

38
 ANALYSIS

1.1 WHICH BRAND OF CORN FLOUR ARE YOU AWARE OF?

S.NO AWRE BRANDS NO OF

RESPONDANT
1 BROWN AND POLSON 66
2 WEILKFIELD 82
3 SUPRIM 36
4 COOKWEEL 22
5 BLUE BIRD 4
5 OTHERS -
6 TOTAL 210

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 Fig.no.1.1

COMMENTS:-

1. The pie chart shows the awareness of brand among the consumer.

2. The aware brands found among the competitors in percentage are Brown and Polson 28%, Suprim
18%, cook well 11%, and Weikfield maximum i.e. 41% but there is one brand which consumers
know least are Blue Bird and others.

1.2 WHICH BRAND DO YOU USE?

s.no Brand Name NO. of Respondent Aware

1 Brown & Polson 21

2 Weikfield 28
3 Suprim 17
4 Cookwell 23
5 Blue Bird 7
6 Everest -
7 Total 96

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 Fig.no.1.2

COMMENT:-

1. The brand used was found to be very statically variable.

1. The pie chart shows at what percentage the usage of Corn Flour taken
place,
Weikfield -28%, Suprim-17%, Cookwell-23%, Blue Bird-7% and other brands
are 4%, it was seen during that Survey that there is strong image of Weikfield
In consumer mind

1.3 WHY DO YOU STICK TO THIS BRAND?

41
 S.NO. factors of purchase NO. of
Respondent
1 Quality 44
2 Taste 6
3 Brand name 22
4 Price 2
5 Easy availability 14
6 Retail Push 2
7 Advertisements 1
8 Peer/Family 3
recommendations

9 others 2

10 Total 96

Fig.no.1.3

COMMENTS:-.

1 .The pie char show the factor affecting the buying process of corn flour.

2. There are many factor listed but major factors which influence the corn flour market are quality
45%,brand name 25%, and advertising 14%.

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1.4 QUANTITTY OF CORN FLOUR YOU REGULARLY PURCHASE?

S.NO. Purchase Quantity No. Response

1 50 gm 20
2 100 gm 16
3 200 gm 31
4 250 gm 9
5 500 gm 20

6 Total 96

BRANDS USED BY CUSTOMERS REGULARLY

Fig.no.1.4

COMMENTS:-

1.The pie graph shows the pack purchase by consumer at a time.

2The 200gm pack is mostly selling product carrying high weight age i.e. 32%, and 21%-21% for
for 50gm and 500gm respectively.

43
1.5 PRICE OF PACK YOU PURCHASE?

S.NO. Price of the Pack Response

1 Rs 20 12
2 Rs 30 15
3 Rs 40 22
4 Rs 50 8
5 Rs 60 23
6 RS 70 5
7 RS other 11

8 Total 96

Fig.1.5

COMMENT-

1.The pie chart shows the pack purchase by the consumers.

2.The formulated is come to conclusion the consumer have a desire to buy Rs 40,Rs
20 the percentage are 23% and 24% respectively. There are few consumers who really
go for high price the percentage for high price consumer are –Rs 70-5% only.

44
1.6 Frequency of purchase of Corn Flour?

S.NO Frequency of Purchase NO. of Response

1 Once in 2 weeks 12
2 Once in a month 42
3 Once in 2 months 6
4 Once in 3 months 10
5 Once in 6 months 20
6 According to usage 6
Total

Fig.1.6.

Comments:-

1.The graph shows the frequency of buying of corn flour by consumers.

2.The use of the corn flour is minimal it is found people use to buy it in about month time the
percentage of monthly users are 44%,6 month time and 3 month time user are 21% and 13%
respectively.

45
1.7 TYPE OF PACKAGING YOU PREFER TO BUY?

S.NO Type of packing purchase no of Buyers

1 Paper Box 40
2 Plastic Pouch 23
3 Glass Jar 12
4 Plastic Jar 21

Fig no.1.7

COMMENTS:

1.-The pie chart show the packing of corn flour prefer by consumer.

2.There are high percentage of people who desire for paper packing 42%,plastic packing consumers
are 24%,plasti jar 22%, and glass jar only 12% consumer available.

46
 1.8 How frequently Corn Flour is use at home?

S .No Frequency of consumption Responses

1 Daily 24
2 Weekly 19
3 Monthly 9
4 For Parties 6
5 Twice in Week 9
6 Fortnight 7
7 For Special Occasions 5
8 For Festivals 13
9 others 4

Fig.no.1.8

COMMENT:-

1. The graph show the use of corn flour in time and period of being purchase by the consumers.

2. The rate it is being sold and purchase by the consumer depend on the time when it is required,
Weekly 20%, twice in week 9%, fortnight 7%, and for the festival it is use 5%.The maximum it is
sold in daily basis.

47
 1.9 What time is Corn Flour usually used at home?

S. No Time of consumption Responses

1 Breakfast 36
2 Lunch 28
3 High Tea Time 12
4 Brunch 18
5 Evening Snack Time 29
6 Dinner 46
7 other

Fig.1.9

Comments:-1.The graph shows at what time the corn flour is being used.(169)
2.The pie chat shows that at breakfast and dinner time it is use most i.e.27% and 21%
respectively .the other time it is use in lesser like high tea time -7%,brunch11% and so on.

48
 1.10 How much Corn Flour is utilized during a single preparation?

S.No Quantity of Brand used for single No of

Prepration respondant
1 1 tea spoon 12
2 2 tea spoon 5
3 3 tea spoon 15
4 Quarter packet 1
5 5 tea spoon 0
6 half packet 3
7 entire packet 0
8 1 table spoon 10
9 2 table spoon 0
10 3 table spoon 7
11 10gm 0
12 20gm 8
13 30gm 0
14 40gm 0
15 50gm 0
16 others(1kg) 1

Fig.1.10

Comments:- 1. The total no responses are116 collected from 96 respondentent.

2.The bar graph shows the quantity of corn flour use in single preparation of food .

3.The 1 tea spoon,30gm,entire pack and 10gm are use in lesser amount but 3tea spoon was
Maximum in in use.

49
 1.11 How is Corn Flour consumed at home?

s.no pattern of consumption responses

1 as a thickening agent 40
2 with pudding 26
3 with dessert 12
4 with Jalibies 2
6 with Chinese dishes 28
7 with manchurian 30
8 with shoup 38
9 with gravies 45
10 with Cakes
11 As a Baby food 2
12 others-
Chicken, tikkies,
chapattis, gulabgamun

Fig.1.11

Comments:

1. The pie chart shows the consumption of corn flour at home.

2. The use of corn flour is found maximum as to prepare the Chinese dishes 13%, thickening agent
20%manchurian13% and shop17%.

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1.12 WHAT IS THE OCCUPATION OF THE RESPONDENT TAKEN?

S. No Occupations No Of
Respondents
1 Professionals 43

2 House wife 40

3 Students 13

COMMENT:-

1. The survey is made and respondent are mainly womens .

2. The occupation of the ladies is student, house wives and professional.

3. The total respondent are 96 among that 46% is professionals, 40% is house wife’s, and rest are
students.

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 OBSERVATION
SUGGESTION AND
RECOMMENDATION

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 OBSERVATION AND FINIDINGS

Corn Flour is a processed and agri based food product. On the completion of consumer survey in
Viman Nagar and Karve Nagar area of Pune through questionnaire, I observed the followings:

1. Brown & Polson, Weikfield, Suprim, Cookwell, Blue Bird are the major player in the
field of manufacturing of Corn Flour.

2. Corn Flour is not a regular used food product in the kitchens of Viman Nager and Karve
Nager area. Consumption quantity is less except its uses for Chinese dishes (Manchurian)
and on special occasions.

3. Among the major brands Weikfield and Suprim hold major market coverage for the
product.

4. The product is not frequently purchased by the consumer so retailers keep it in their store
accordingly.

5. Consumers prefer the Paper Box (Duplex) packaging most for the Corn Flour product.

6. The consumers using the product are concerned on its ready to use feature and nutritious
value.

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 SUGGESTIONS AND RECOMMENDATIONS

Though during the consumer survey i found strong brand image of Weikfield in the minds of its
regular users there are certain suggestions that can be considered these are:

1-Branding and promotions should be done effectively in order to attract new customers and
Consumers can be educated through TV and broadcasting. It will create more awareness about
the usage of Corn Flour.

2-Corn Flour is still not used in daily as an staple food its usage can be increased by attractive
and effective campaign

3- As Corn Flour is the food product which is used along with other flours and ingredients so its
new usages or food habit can be developed.

4- The company can give its customers more choice in terms of product packaging and flavours.

54
 CONCLUSION

1. Weikfield has strong brand image in consumer’s mind. Its large customer base is
mainly of age group above 30 and they are using it over 5 to 15 years.

2. Corn flour is not a regular used product in Viman Nagar and Karve Nagar area.
Mostly consumer buys it monthly for consumption. There is less awareness about the
product usage in population.

3. Corn Flour has huge potential market as awareness about the product usage is still not
at par.

4. It is mainly used for making Manchurian, soups and cakes. Time for consumption is
mainly evening snack time, dinner and special occasions/parties.

5. Consumer prefers Paper Box (Duplex) and plastic pouch packaging for the product.
200gm packs are more in demand the second priority is given to 50 and 500gm
equally. Users do not stick to the price as it is less frequently purchased by the
consumers.

6. Quality and Brand name is main driving force for making purchase decision.

55
 BIBLIOGRAPHY

Books: -

 Philip Kotler: ‘Marketing Management’

 Tapa Panda, Sunil Sahadev: ‘Sales And Distribution Management’

 Naresh Malhotra: ‘Marketing Research’

 C.R. Kothari. ‘Research Methodology’

Websites: -

 www.weikfield.com
 www.unileverfoodsolutionsasia.com

 www.indiamart.com/bluebirdindia

 www.businessdictionary.com

Others:-
Company product introductory booklet and materials provided By Weikfield Foods Pvt. Ltd.

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 ANNEXURE

Consumer Survey on Brand Preference and

Consumption Pattern of Corn Flour

1. Which all brands of Corn Flour are you aware of?

Brown & Polson Weikfield

Suprim Cookwell
Blue Bird Others………………………….

2. Which brand of corn flour do you use?

Brown & Polson Weikfield

Suprim Cookwell
Blue Bird Others………………………….

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3. What make you buy this brand?

Quality Taste
Brand name Price
Easy Availability Retailer Push
Advertisements Peer / Family Recommendations
Others…………………………………

4. Quantity of Corn Flour you regularly purchase?

50 gm 100gm
200gm 250 gm
500gm Others……….

5. Price of the pack you regularly buy?

Rs.20 Rs.30
Rs.40 Rs.50
Rs.60 Rs.70
Others……………………………..

6. Frequency of purchase of Corn Flour?

Once in 2 weeks Once in a month

Once in 2 months Once in 3 months
Once in 6 months Others……………..

7. Type of packaging you prefer to buy?

Paper Box (Duplex) Plastic Pouch

Glass jar Plastic jar

Others……….

8. How frequently is Corn Flour used at home?

Daily Twice in a week

Weekly Fortnightly
Monthly For specific Occasions / parties
Others if any……………………..

9. What time is Corn Flour usually used at home?

Break fast Brunch

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 Lunch Evening snack time
High tea time Dinner
Others if any……………………………….

10. How much Corn Flour is utilized during a single preparation?

2 tea spoons Quarter packet

3 tea spoon Half packet
4 tea spoons Entire Packet
2 table spoons 20gm
3 table spoon 30gm
4 table spoons 40gm
Others ………………………………………….

11. How is Corn Flour consumed at home?

With Soups As bather for fried foods

With Pudding With sauces
With Desserts With Gravies
With Jilebis With Baked Foods
With Biscuits With Cakes
With Chinese dishes As Baby food
With Manchurian Other Uses if any………………………

Name :……………………..................................................................................

Age…………………

Professional / House wife

Place of Domicile……………………………….

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…………..............THE END………………....

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