.

A study on the consumer awareness of Baby Food products marketed by Nestle India
limited in Balasore Dist..
(A survey in Balasore Town)
study conducted at Balasore.
Submitted by; Guided by;
Mahamaya Jena. Mr. Abhijit Sen.
MSM,IIIrd Semester Joint- Director
RollNo.- 472020C05004 Sharpmind, Balasore

SHARPMIND (EXTENSTION CENTRE )

FAKIR MOHAN UNIVERSITY
BALASORE
 ACKNOWEDGEMENT
I am grateful to all those who helped me directly or indirectly in preparing
this report I will believe that my research work will help in future improvement
of the company.

A project work of this kind writing a report is a definitely hard job

stretching over a period of time. Whenever a person is helped and cooperated by
other, his or her heart is bound to pay obligation to them. I cannot in full
measure; reciprocate the kindness shown and contribution made by various
individual in this endeavor.

I would like to extend my heartful of my parents, family, friends and

faculties and my internal guide, SRI RABINDRA MOHANTY. Their in
fatigable care, Keen interest and valuable suggestions enabled me to accomplish
my project work.

I am also thankful to those respondents of Balasore who shared their

precious time and necessary information during the survey.

Indeed this page of acknowledgement shall never be able to touch the

horizon of generosity of all those who tendered help to me.

HEMEEKSHA PATEL
Roll No. 11C52040
Hons. Marketing
+3,3rd Year Commerce
 DECLARATION

I do hereby declare that this piece of the project report entitled “A

STUDY ON THE CONSUMER BEHAVIOUR OF BABY FOOD
PRODUCTS MARKTED BY NESTLE INDIA LIMITED IN BALASORE
DIST”. Special reference to Balasore city has been prepared & submitted by me
to the Fakir Mohan Autonomous College, Balasore for the partial fulfillment of
my B. Com.It has been published in this manner, and it is my own effort. It is
not published in any other Organization.

Place -BALASORE HEMEEKSHA PATEL

Date- B.COM FINAL YEAR
MARKETING (H)
Exam Roll No:11C52040
 GUIDE CERTIFICATE

This is to certify that Hemeeksha Patel a student of Fakir Mohan

Autonomous College, Balasore. Carried out his Project work titled “A STUDY
ON CONSUMERS BEHAVIOUR OF BABY FOOD PRODUCTS
MARKETED BY NESTLE INDIA LIMITED IN BALASORE DIST.” at
Balasore as under my guidance.

Place-BALASORE Sri Rabindra Mohanty

Date- Signature of Internal Guide.
 PREFACE

This project report has designed to provide an overall idea of the market.
It is very necessary for every company to know with the market person in the
market and how it airs value to its customers at their amount level of
satisfaction.

For preparing this report the researches offered their maximum effort to
find out old related data and to give suggestion which will not fulfill but also the
winning key for the company as they have looked the market from very close
angle and got the overall idea of the food product industry.

My objective of research and preparing the report is to develop a

conclusion for both professional and general, sets of guideline and establish to
attain the objectives aimed delegated the areas in which management personnel
take decision.

The whole study has been emphasized on with reference to the

A STUDY IN THE CONSUMER BEHAVIOUR OF BABY FOOD

PRODUCTS MARKETED BY NESTLE INDIA LIMITED. IN
BALASORE DIST.
 CONTENTS
CHAPTER-1
 Introduction
 Concept and context of consumer behaviour

CHAPTR-2
 Of the study
 Scope of the study
 Methodology
 limitation

CHAPTER-3
 Data Analyzing and Interpretation
 Nestle India Ltd at a Glance
 History and Growth
 Nestle Management
 Product ranges of Nestle of Nestle India
 Factors influencing buying behaviour

CHAPTER-4
 Summary Of Findings

CHAPTER-5
 Suggestion
 Conclusion

BIBLIOGRAPHY

ANNEXURE
 INTRODUCTION

As the study quite clearly, it is concern with the consumer behavior. The
consumer behavior is consumer display in searching for purchasing, wing,
evaluation and disposing of products, service. The study of consumer behavior is
not deal with what the consumer buy but why the consumers buy.

This consumer researches focuses on the consumers attitudes while

purchasing a Nestle Baby products with the promotional strategy that has been
used by the Nestle companies while selling their products in the market.
Through an insides in to the concept of attitude and the differential promotional
concept will help in the long run. An attitude is a learned the dispersion to
behave in a consistently favorable or unfavorable way with repeat to a given
object. Each property of this definition is critical for understanding why and
how attitude relevant in consumer behavior and marketing.
CONCEPT AND CONTEXT OF CONSUMER
BEHAVIOUR
Our society is a study diversity. We see diversity among consumers,
among markets, among customer, among nation, even among consumer
behaviour theoretical perspectives. But in spite of prevailing diversity in our
society there also are many similarities, which make it possible for marketers to
design marketing strategies that influence consumers who are similar in terms of
some relevant product interest or characteristics. The study of consumer
behaviour enables marketers to understand and predict consumer behaviour in
the market place, it also promotes understanding of the role that consumption
plays in the lives of individuals.

Consumer behaviour is defined as the behaviour that consumers display in

searching for, purchasing using evaluating, and disposing of products, services,
and ideas that they expect will satisfy their needs. The study of consumer is
concerned not only with what consumer buy, but with why they buy it, when and
where how they buy it, and how often they buy it. It is concerned with learning
the specific meanings that products hold for consumers. Consumer research
takes place at every phase of the consumption process before the purchase,
during the purchase, and after the purchase.

Consumer behaviour is interdisciplinary, that is, it is on concepts and

theories about people that have been developed by scientists in such diverse
disciplines as Psychology, Sociology, Sociology, Social Psychology, Cultural
Anthropology, and Economics. Consumer research is the Methodology used to
study consumer behaviour.
 Consumer researches who engage in research designed to predict
consumer behaviour are called positivist, those who take a qualitative approach
to understand consumption behaviour are called interprefivists. Rather than take
a polar approach to the study of consumer behaviour, this book explores both
approaches because it recognizes the dual importance of both under standing
and prediction in making strategic marketing decision. Consumer behaviour has
become an integral part of strategic market planning.

Customer is the king of the market and the important thing is to forecast
where these customers are moving and to be in front of them. According to the
famous markting man “Philip Kolter” it is no longer enough to satisfy target
customers needs and wants. The fields of consumer behaviour studies how
individuals and organization selects buy use and dispose of goods service, ideas
on experiences to satisfy them needs and desires. Understandings consumer
behaviour and knows customers are never simple. They may one thing but do
another. They may be in touch on their deepen emotions and motivation. They
may responds to influence and that change their mind at studying customer
provided clues for developing new products, product features, price, channels
massages and marketing mix elements.
 OBJECTIVE OF THE STUDY

The topic of our present studies is “A study on the consumer awareness of

baby food product marketed by Nestle India limited.” This topic clearly indicate
that towards consumer behaviour of baby foods with the main objective is to
identify the appropriate promotional tool for Nestle products in Balasore.
Marketer in recent day try to explore the awareness of the consumers towards
their products, with out which their product will fall in the failure group. Several
article have shown the inability of the Nestle companies to fit their product with
consumer awareness resulting in drops out from the competition.

 To study the level of brand awareness of material handling baby foods.

 To study the penetration level of the product in the target market
 To study the preferred and most purchased brand.
 To study the imporants factors responsible for making a specific brand choice
 To study the competitors position in the market.
 To study where from the product is purchases that is from dealers or
companies, marketing divisions located at different cities.
 To study the purchasing patten of the baby food.
 To study the feedback regarding the product quality.
 To detect the future market demand.
 To study the mode of handling and storing materials.
 To study the potential markets in those industries, which can be used baby
foods but are presently using some other mode of handling and storing
materials.
 To suggest some remedies to overcome various problems.

SCOPE OF THE STUDY

To cover this aspect following area has been brought under the scope of the
study.

 The evaluation of the marketing strategies of different brands of baby foods.

 To through a light on the baby food industry in the country.
 The evaluation of consumer awareness towards the baby food products
particularly in the Nestle Company.
 RESEARCH METHODOLOGY

When it is talk about survey, it passes through several stages. Hence, a

separate methodology is selected. A research design is a blue print combination
of some specific methods and procedure of investigation. The information’s
needs to solve the problem. It is an arrangement essential condition for
collection and analysis of data in a form. This study is descriptive and
exploratory research process a progressive narrowing of the scope of research
topic and transformation of a discovered problem in to a design one in
corporation specific research objectives.

Data Collection:-
The task of data collection begins out after a research has been defined
and research design chalked out. With out a correct data a careful analysis is not
possible.
SECONDARY DATA COLLECTION METHODS
Secondary data are collected mainly from office records, files, previous
reports and information brochures.

Sampling:-
It means selection of sample form a given universe and sample refers to
the selection of few units if the universe quit of the data can be collected quickly
and cheaply in time with the adequate accuracy from sample of the universe.
Tools Used for analysis:-
The data gathered from different source one presented in order to
facilitate a comparative picture to study the core objectives of the study.
Responses are taken in to account while going in to statistical details and an
analytical analysis of data.

The tools that have been for analyzing data and interferer drawn are
mainly statistical tools like percentage, ranking method, average graphs and
Likert scale.

Likert scale:- This methodology used to know the performance of consumers,

for this method the highest value is awarded to first followed by the second rank
and so on and it is awarded to be lowest row. The average is then found out for
each option and then the conclusion is drawn.
 LIMITATION
The ensuring research comes across with some limitation. They are mainly as
follows:-
 The survey is purely a subjective analysis with limited experimental validity.
 The relatively smaller sample size may not provide the ideal representation
of industries.
 The data collected may be fugacious and misguiding in nature.
 Time constraint led to a smaller Sample size.
 The out comes may not hold good if studied at other locations a part from the
specified location.
 Less manpower leads to fewer responses from the customers.
 Non cooperative attitude of industrial authorities has caused in inhabitance to
the study.
 The questionnaire as given by the Company was lacking in various data point
that is on the basis of it brand loyalty etc can not be detected properly.
 DATA ANALYZING AND PRESENTATION

In order to extract meaningful information from the data collected the data
analysis is carried out. The data analysis is the final step in the research process.
The data are first edited , coded and tabulated for the purpose of analyzing them.
The analysis basically aimed at giving interference of association or differences
between the various variable present in the research. The analysis can be
conducted by using statistical tools like percentage, Average R measures of
dispersion, RD graphs, Pi –diagrams and histograms for analysis.

In this study to get a vivid picture about the awareness of the consumer
towards the Nestle products. 25 questionnaire are distributed among the sample
responded and in form action collected are analyzed in table.

TABLE-1
Heard the name of Nestle company No. of Respondent % of Respondent
Yes 16 64%
No 9 36%

As evident from the table -1 the highest no that is 64% of respondent are
aware about Nestle company and 36% of respondent are doubtful case towards
knowing the Nestle company’s product
 TABLE-2

Using Product of Nestle

Company No. of Respondent % of Respondent
Yes 15 60%
No 10 40%

When the customer are asked about the product of Nestle company 60%
of the respondents are able to recollect the product line of Nestle company.
 TABLE-3

Heard the name of Nestle

No. of Respondent % of Respondent
Baby Products
LACTOGEN 25 100%
CERELAC 19 76%
NESTUM 12 48%
MAGGI 16 64%

From the above table to see that minimum consumer of the baby product
segement of Nestle are using Lactogen brand and cerelac brand .
 TABLE-4

Used for Baby Food No. of Respondent % of Respondent

LACTOGEN 22 88%
CERELAC 16 64%
NESTUM 8 32%
MAGGI 14 56%

The above table shows that maximum respondent that is 88% use
Lactogen for their baby food and 64% of respondent revels that they use Cerelac
for the same.
 TABLE-5

Prefer Nestle Co .Product No. of Respondent % of Respondent

Yes 24 96%
No 1 4%

It is found crystally clears from the table-5 that 965 of the respondent
prefer Nestle company product for their baby food in the survey area.

TABLE-6
Know about Nestle Product No .of Respondent % of Respondent
Through Friends 7 28%
Through News Papers Adv. 5 20%
Through Market 13 52%
Any Other Source 0 0%

From the above analysis, it is seen that maximum consumer comes o

know about Nestle product from the market.

TABLE -8

Price of Product No. of Respondent % of Respondent

Cheaper 11 44%
Fair 10 40%
Reasonable 4 16%

When the respondent are asked about the price of the product , the
respondent are reacted that the Nestle product price is cheaper and fair (44% &
40%) .

NESTLE INDIA LIMITED AT A GLANCE

The Nestle company bears the name of a real man : Henri Nestle. The
company trade mark of birds in a nest, derived from his personal coat of arms,
evokes the values of securities, maternity and affection, nature and nourishment,
family and tradition. To day, it is not only the central element of Nestles
corporate identity but serve to define the company’s products, responsibilities,
business practices, ethics and goals.

The company was founded in1867 on the source of lake Geneva in Vevey,
Switzerland and its first product was “FerineLactee Nestle”,an infant
nutrition’s .From its first historic merger with the Anglo-Swiss Condensed Milk
company in 1905, Nestle has grown to become the worlds largest and most
diversified food company , and is about twice the size of its nearest competitors
in the food and beverages sector.

In 2001, Nestle had 229, 765 employees world wide , operated 468
factories in 84 countries, spent over U.S $650 million on research and
development and offered over 8000 products to millions of consumer
universally . The company’s transparent business practices, pioneering
environment policy and respect for the fundamental values of different cultures
have earned it an available place in the country’s it operates in. Nestle activity
contribute to and nurture the sustainable economic development of people,
communities and nations. Above all, Nestle is dedicated to bringing the joy of
‘Good Food, Good Life ’to people through out their lives , through out the world
.

Nestlé’s relationship with India dates back to 1912, when it began trading
as the Nestle and Anglo- Swiss condensed Milk Company (Export) limited,
importing and selling finished products in the Indian market. If their s one word
that encapsulates Nestlé’s nine decades in India, it is the world ‘trust ’.
 After India’s independence in1947, the economic policies of the Indian
Government emphasized the need for local production. Nestle respondent to
India’s aspirations by forming a company in India and set up its first factory
in1961 at Moga, Punjab, where the Government wanted Nestle to develop the
milk economic. Indeed, when the first tins of sweetened condensed milk were
produced at the plant in 1961, they were the first symbolic fruits of Nestlé’s
commitment to India. A commitment that resulted in an abiding trust between
the Company and the people of India.

The initial year of Nestlé’s manufacturing operations were challenging

years indeed. From lacking the basic infrastructure for industrialization, to social
tradition that made the farmer reluctant to sell milk for commercial purposes;
from the unusual composition of buffalo milk ,to the unpredictable supply of
milk for viable commercial production, Moga tested Nestles endurance and
belief in India.

Nestlé’s overcame these obstacles through perseverance, commitment and

by understanding the local community. It involved reaching out, touching,
changing lives, building confidence and earning the trust of the community for
life. In fact this ‘gross profit’ approach was an important factor of Nestlé’s
progress India.

Progress in Moga required the introduction of Nestlé’s Agricultural

Services in educate advice and help the farmer in verity of aspects. From
increasing the milk yield of his cow through improved diary farming methods,
to irrigation, scientific crop management practices and helping with the
procurement of bank loans Nestle setup milk collection centre that would not
only ensure prompt collection and pay fair prices, but also instill amongst the
community, a confidence in the diary business. Progress involved the creation of
prosperity on an on-going and sustainable basis that has resulted in not just the
transformation of Moga in to a prosperous and vibrant milk district today, but a
thriving hub of industrial activity, as well. The learning from the ‘Moga Miracle’
became the blueprint and soul of all future Nestle project in India.

From manufacturing just milkmaid in 1961, Nestle now manufactures a

large range of international brands in India such as Lactogen, Cerelac, Nescafe,
Maggie , Milky bar, Kit Kat, Milo, Bar one and Nestea. Responding to the
changing lifestyle of modern India, Nestle has introduced products of daily
consumption and use. It has now lunched Nestle Milk, also entered the fresh
diary, and bottled water segments with Nestle Dahi and Nestle pure life.

HISTORY AND GROWTH

1866-1905
In the 1860s Henri Nestle, a pharmacist, developed a food for babies who
were unable to breastfeed. His first success was a pre-mature infant who
couldn’t tolerate his mothers milk or any of the usual substitutes .People quickly
recognized the value of the new product, after Nestlé’s new formula saved the
child’s life, and soon. Farine Lactee Henri Nestle was being sold in much of
Europe.
1905-1918

In 1905, Nestle merged with the Anglo-Swiss Condensed milk company.

By the early 1900s. the, company was operating factories in the United Stated ,
Britain, Germany and Spain . World War-1 created new demand for dairy
products in the form of Government contracts. By the end of the War, Nestlé’s
production held more than doubled.
1918-1938

After the war, Government contracts dried up and consumer switched

back to fresh milk. However , Nestlé’s management responded quickly,
streamlining operations and reducing dept. The 1920s saw Nestles first
expansions in to new products, with chocolate the Company’s second most
important activity.
1938-1944
Nestle felt the effect of World War-2 immediately. Profits dropped from
$20 million in 1938 to $ 6 million in 1939. Factories were established in
developing countries, particularly Latin America. Ironically, the War helped with
the introduction of company’s newest products. Nescafe, which was a staple
drink of the U.S military. Nestlé’s productions and sales rose in the Wartime
economy .

1944-1975
The end of World War-2 was the beginning of the dynamic phase for
Nestle Growth accelerated and companies were acquired. In1947 came the
merger with Maggie seasonings and Soups. Crosse and Back well followed
in1960s, as deed find us (1963), Libby’s (1971) and Stouffer’s (1973).
Diversification came with a share holding in L’Oreal in 1974.

1975-1981
Nestlé’s growth in developing world partially offset a slowdown in the
company’s traditional markets. Nestle made its second venture outside the food
industry by acquiring Alcon Laboratories Inc.

NESTLE MANAGEMENT
 Chairman of board and chief executive Officer, Executive vice President,
Pharmaceutical and Cosmetic Products, Liaison with L’Oreal, Human
Resources, Corporate Affairs, Executive Vice President, Chief Technology
Officer , Executive vice president Asia, Oceania, Africa, Executive Vice
President United States of America, Canada, Latin America, Caribbean, Deputy
executive Vice President, Head of food services Strategic Business Division,
Senior Vice President, Corporate Governance and Compliance.

Favorable for Nestle: Trade barrier crumbled and world market developed
in to more or less integrate trading areas. Since 1996 there have been acquisition
including San Pellegrino (1997), Spillers Pet foods (1998) and Ralston Purina
(2002).

There were major acquisitions in North America, both in July, Nestle

merged its U.S. ice cream business in to Dreyer’s, and in August, a USD 2.6bn
acquisition was announced of Chef America.

PRODUCTS RANGES OF NESTLE

INDIA LTD
DIARY PRODUCTS:-

Nestle has long been a major player in the diary

industry, originally with well known shelf stable brands
such as Nido, Nespray, La lecher and Carnation , then building a strong
international presence in Chilled diary and Ice Cream under the Nestle brand.

Innovation and renovation play a major role in the development of milk –

based products as well as of breakfast cereals , managed as a joint venture with
general mills .
The area of nutrition, with its benefits to health and wellbeing, is having a
significant on the development of our business. A wild range of proven, science
based solutions such as starter and follow-up formulas, growing up milks
cereals, enteral diets, oral supplements and performance foods are actively
developed and successfully brought to the market under the Nestle brand.

BREAKFAST CEREALS:-

Although Cereals have been with man kind in one form or another for
millennia, it was not until the mid 19 th century that scientific research,
technological innovations, and the influence of a group of America health
reformers, gave rise to the crunchy food stuff we know to day as breakfast
cereals .

Nestle has a joint venture with General Mills out side North America,
Cereal Partners World Wide, Which is active in more than 80 countries .

CHOCOLATE AND CONFECTIONERY :-

 The story of chocolate began in the New World with Mayans, who drunk
a dark brew called cacahuaqucht. Later, the Aztecs
consumed chacahoua and used the cocoa bean for
currency. In1523, they offered cocoa beans to Cortez,
who introduced chocolate to the old World, where it swiftly became a favorite
food among the infant formula, when a mother cannot or chooses not to
breastfeed her child. Nestle market infant formula according to the principles
and aims of the WHO-International Code of Marketing Breast Milk Substitutes,
and seeks dialogue and cooperation with the international health community and
in particular with the WHO and UNICEF, to identify problems and their
solutions. Nestlé’s expertise as the world’s leading infant foods manufacturer,
gained over more than 125 years, is put as the disposal of health authorities, the
medical professions and mothers and children everywhere.

Breast milk is best for babies

Before you decide to use an
Infant formula consult your
Doctor or clinic for advice.

ICE-CREAM:-
 There are many myths and stories as to the invention of
ice cream was it Macro Polo who brought it back from
China(along with pasta)? Probably not , considering he most
likely visited China.

The story of its popularities is however connected with the invention

technology to make it on an industrial scale, and to keep it cold once made.
Before refrigeration techniques, food was frozen with the aid of ice, mixed with
salt which was either stored in ice houses or shipped from cold countries. Then
at the end of the 19th century, both making it and freeing it became easier, and
together with the invention of the ice cream cone , made the product boom.
Today, the United States is the absolute leader in terms of volume consumed, but
the highest per head consumers are in New Zealand flavors you would never
have thought of and yet they are commercially available :
Sorbets- Smoked Salmon, Tomato, Cucumber
Ice cream-Garlic, Avocado, Sweet com.
The ice cream cone is the most environmentally friendly form of
packaging. A Syrian from Damascus, Ernest E Hamwi is credited with its
inventions. Apparently, during the 1904 St Louis World’s Fair, his waffle booth
was next to an ice cream vender who ran short of dishes .Hamwi rolled a waffle
to contain ice cream & the cone was borne.

BABY FOODS:-
 The production of infant food goes right back to origins of the Nestle
company.

Henri Nestlé’s ‘Farine Lactee’ was the first product to bear the Nestle
name. In 1867, a physician persuaded Heneri Nestle to give his product to an
infant who was very-ill, he had been born prematurely and was refusing his
mother’s milk and all other type of nourishment. Nestlé’s new food worked, and
the boy survived. From the beginning, Nestlé’s product was never intended as a
competitor for mother milk. In 1869, he wrote: “During the first months, the
mother’s milk will always be the most natural nutrient, and every month able to
do so should herself suckle her children,” The factor that made baby foods
success in the early days of the Nestle Company-quality and superior nutritional
value are still as valid today for the wide range of infant formula, cereals &baby
food made by Nestle. The world health Organization (WHO)recognized that
there is a legitimate market.
 FACTORS INFLUNCING BUYING BEHAVIOUR

CULTURAL FACTORS
Cultural subculture and social class are particularly important in buying
behaviour.

CULTURE
Culture is the most fundamental determinant of a persons and want and
behaviour. The growing child acquires a set value.

SUB CULTURAL
Each culture consists of smaller sub culture that provides more specific
identifications and socialization for their members. Subcultures include and
nationalities, religious racial groups, and geographic regions.

SOCIAL CLASS
Virtually all-human societies exhibit social stratification some times takes
the from of a caste system where the members of different culture are reared for
contain roles and can not change their caste membership.
Social classes do not reflects income alone, but also other indicator such as
occupation, education and area of residence.

SOCIAL FACTOR
In addition to the cultural factors a consumer behaviour is influenced by
such social factors of reference groups gamily and social roles and statues.

REFERENCE GROUP
A persons reference group consists of all the groups that have a directs or
indirect influences on the persons attitude or behaviour. Group having a direct
influence on a person are called member group.
 References group expose an individual to now behaviour and life styles.
They influence attitude and self-concept and they create pressures for
conformity that may affect actual product and brand choice.

Marketers try to identify target customers references groups. References

group appear to influences both products and brand choice strongly only in the
case of automobiles.
FAMILY
The family is the most important consumer buying organization in
society and it has been researched extensively.
ROLE AND STATUS
A person participates in many groups-family clubs and organizations. The
persons position in each group can be defined in terms of roles and statues.
PERSONAL FACTORS
Buyer decisions are also influenced by person characteristics. These
include the buyers age & stage .In the lifecycle occupation economic substances
life style and personality and self concept
AGE’S STAGE IN THE LIFE CYCLE
Consumption it shaped by family life cycle. Kotler defined nine staged of
family life cycle along with.
OCCUPATION &ECONOMIC CRCUMSTANCES
Occupation also influence a person’s consumptions pattern. A blue color
worker will buy work cloths work cloths, work shoes etc. A company president
will buy expensive suit & air travel etc.

PSYCHOLOGICAL FACTOR
Persons buying choices are influenced by four major psychological
factors motivation Perception learning believer and attitudes.
MOTIVATIONS
A person has many needs at any given time. Some needs are bioorganic.
They arise from physical status of tension such as hunger, thirst & discomfort.
Other needs are psychogenetic esteem on belonging.

PERCEPTION
Perceptions depend not only on the physical stimuli but also on the
stimulus relation to the surround and on the physical stimulus but also on the
stimulus relation to the surrounding and on condition & within the individual in
the key word in the definition of perception.
LEARNING
Learning involves changed in an individuals behaviour arising for
exercise. Most human behaviour is learned. Learning theorist believe that
learning in product through the interplay of drives stimulus responses and
reinforcement.

BELIEFE AND ATTITUDES

The buying decision process:-Marketers have go to beyond the various
influenced or buyer and develop understanding of how consumers actually make
their buying decision.

BUYING BEHAVIOUR
Assail distinguished four type of consumer buying behaviour based on the
degree of differences among brands.

COMPLEX BUYING BEHAVIOUR

It involves three steps process. First the buyer develops beliefs about the
product, second he or she develops attitudes about the product. Third he or she
makes a thoughtful choice. Consumers engage in complex buying behaviour
when they are highly involved in a purchase and aware at significant differences
among brands.
 SUMMARY OF THE FINDINGS
Consumer being the centre point of marketing assessing their awareness,
evaluating their behaviors becomes an essential task of marketers. Sao there is a
little effort to peep in to the consumer awareness towards Nestle Baby foods
products that is their awareness etc. The focus is also at the marketing strategy
of Nestle Baby foods products manufacturer.

 From the survey it is found that 64% of the respondent thinks that they are
well aware about the products .But36% of the respondent are still unaware
about the Nestle Baby food product.
 From the research study it has been found that the maximum respondents
are using Lactogen, Cerelac, and Maggi for their baby food now.
 Again the research study revels that maximum consumer are informed
about the Nestle baby product through the market as well as from the
friend and news paper.
 Again the research also reveals that the consumer have rated the quality of
Nestle baby product excellent and good.
 It is also revels from the study that the prices of the Nestle baby product
are cheaper and fair.
 Again the research study also shows that the availability problems of
Nestle Baby product are negligible.
 Behavior of the distributors of Nestle Baby products are good enough in
Balasore market.
 It is also found from the research study that the assistance provided by the
company to the consumer is not up to mark as per as the expectation of
the customer is concerned.
 SUGGESTION
 As seen from the analysis few customer are unaware about the Nestle Baby
product, the marketer should promote some awareness generation program to
boost up sales.
 The marketer should improve distribution systems of few brands of baby
product like Lactogen, Cerelac and Maggie as their most use by the
consumer.
 Company should organized certain program with customer and dealer which
will direct get feed back of the customer towards their brand that will make
to them to prepare certain strategy to develop the market.
 The company should some promotional strategy like news paper ,
advertisement and T.V advertisement to develop more interest among the
customer of Baby products.
 The company should give more attraction to wards the price at the retailer
and consumer level.
 The company should provide more assistance to the customer in the Balasore
market to improve the market share.
 The company should try to make a product supply of Nestle products to
eliminate the availability of those products.
 To create grater awareness in the Rural area through demonstration or
generation awareness program.
 CONCLUSION

In the present market scenario, market is so competitive that, compassion

should not ever the emphasis on competitors. They should maintain good
balance among competitors.

From the research it concluded that Nestle baby product is the brand
leader and it has to maintain its brand leadership in Balasore. A constant
marketing of environment and preparing strategies to meet the challenges of
environment will go in along way to improve the position of Nestle Baby food
products.
 BIBILOGRAPHY
BOOKS

 Philip Kotler., Marketing Management ,(Millienium Editions)

 V.S.Ramaswami and s. Namakumari, Marketing management.(Second
edition-1995)
 P.K agrawalla, Marketing Mangement.

MAGAZINES

 Business world
 Indian today.
 Out look

INTERNET
www.nestle.com
Sri Rabindra Mohanty