“Consumers’ perception regarding branded and

unbranded grocery items”

 OBJECTIVES OF THE STUDY

1. To check the awareness level of consumers regarding branded grocery

items.

2. To study the perception of consumer about the packaged and brands

grocery items.

3. To know the place from where customer purchase branded items.

4. To know about the factor affecting a customer’s choice of branded

/unbranded items.

5. To know whether is there is impact of income level on the sale of

branded/unbranded grocery items.
RESEACH METHODOLOGY

Research Methodology is ways to systematically solve the problem. The Research

Methodology includes the various methods and techniques for conducing a Research.”
Marketing Research is the systematic design, collection, analysis and reporting of data and
finding relevant solution to a specific marketing situation or problem”. D.Slesinger and M.
Stephenson in the encyclopedia of social sciences define Research as “the manipulation of
things, concept or symbols for the purpose of generalizing to extend, correct or verify
knowledge, whether that aids in construction of theory or in the practice of an art.”

Research is, thus an original contribution to the existing stock of knowledge making for its
advancement. The purpose of research is to disco0ver answer to the question through the
application of scientific procedures. Our project has specified framework for collecting data in an
effective manner. Such framework is called” RESEARCH Methodology”. The research process
followed by me consists of following steps:

o Defining the problem and research objective: it is said, “A problem well defined is
half solved”. The step is to define the problem under study and deciding the research
objective. The objective of my research is to know the consumer perception towards
unbranded & branded grocery items.
o Development the research plan: the second of this study consists of developing the
most efficient plan for gathering data.
o Sampling plan- A sample plan is a definite plan for obtaining a sample from a given
population. It refers to the technique or the procedure the researcher would adopt in
selecting sample items for the sample. Sample plan may as well lay down the number of
items to be included in the sample. i.e., the size of the sample. The plan helps in decision
making in the following areas.

Universe: All customers of branded and unbranded grocery items constitute the universe.

Sample size: this refers to the number of items to be selected from the universe to constitute a
sample. The size of sample should neither be excessively large, nor too small, it should be
optimum. The sample size for my study is -100.

Sampling procedure: It is a way through which sampling is done. There are various procedures
like random, systematic etc. The sampling procedure for my study is Non random sampling.

Research design: Descriptive in nature.

o Data collection: information will be collected from both primary and secondary
data.
 Primary sources: Primary data are those which are collected afresh and for the first time. I
have collected primary data by conducting survey through Questionnaire, which includes both
open ended and close-ended Questions.
Secondary sources: Secondary data are those which already been collected by someone else and
which already had been passed through the statistical process. I have collected secondary data
has been collected through Magazines, Web sites, and Newspaper.

Analysis of data and interpretations:

After collection of date the analysis of data has been done through various statistical tools and
techniques. The analysis of data required a number of closely related operations such as
establishment of category, the application of these categories to raw data through coding,
tabulation and then drawing statistical inferences.
 DATA ANALYSIS AND INTERPRETATION
1. While purchasing grocery items.

Objective: - To know how many people are aware of braded grocery items.

S.No. RESPONSE NO. OF Percentage

RESPONDENTS
1 Branded 19 19%
2 Unbranded 14 14%
3 Both 67 67%
Total 100 100%

consumer's purchasing preference

Branded Unbranded Both

19%

14%

67%

Interpretation
The result show that out of 100 respondents 19% respondents prefer branded items,
14% unbranded items and 67% respondent are those who buy both branded and
unbranded items.
 2. consumer awarenesws regarding comapnies offering branded grocery
items
Objective: - To know awareness level of the respondents about the companies
offering branded grocery items.
S.No. Grocery Items No of Percentage
respondents
1 Annapurna 08 8%
2 Shakti bog Atta 10 10%
3 Annapurna Atta 15 15%
4 Pillsbury 2 2%
5 Lalkila rice 9 9%
6 Kohinoor rice 10 10%
7 Manawa sugar 5 5%
8 Tata tea 7 7%
9 Taj mahal 8 8%
10 Dabur honey 7 7%
11 Coco fruit 4 4%
12 Mother’s recipe 5 5%
13 Tata salt 10 10%
Total 100 100%
 consumer awarenesws regarding comapnies
offering branded grocery items
15
16
14
12 10 10 10
9
10 8 8
7 7
8
5 5
6 4
4 2
2
0

Interpretation:
Many of the respondents knows about Annapurna, Shakti bhog atta, Kohinoor rice and tata salt
 3. Point of Purchase.
Objectives: - To know the point of purchase.

S.No. RESPONSE NO. OF Percentage

RESPONDENTS
1 Near general store 40 40%
2 Super Market 28 28%
3 CSD Canteen 12 12%
4 Any Other 20 20%

Total 100 100%

Point of purchase
Near general store Super Market CSD Canteen Any Other

28%

20%

32%

12%
40%

Interpretation :
The result shows out of 100 respondent 40%respondent buy grocery items from near general
store, 28% go to super market and 12% go to CSD Canteen to buy grocery.
 4. Preference of Consumers regarding the items that should available
branded.

Objective: To know which of the items respondents mainly preferred mainly to buy as branded
ones.

S.No. Response No of respondents Percentage

1 Atta or Wheat 13 13%
Flour
2 Rice 06 06%
3 Sugar 02 02%
4 Tea 22 22%
5 Honey 04 04%
6 Dry-fruits 07 07%
7 Pickles 05 05%
8 Salt 25 25%
9 Spices 10 10%
10 Cereals 06 06%
Total 100 100%
 Preference of Consumers regarding the items
that should available branded.
30

25
25 22

20

15 13

10
10
6 7
6
4 5

5 2

0
Atta or Rice Sugar Tea Honey Dry-fruits Pickles Salt Spices Cereals
Wheat
Flour

Interpretation :
Most of the respondents prefer atta, tea and salt as a branded item.
 5. Factors influences buying behavior.

Objectives: -To knows the importance of each factor that effecting the purchasing
decision of customers.

S.No. Factors No of Percentage

respondents
1 Good quality 27 27%
2 Variety 25 25%
3 Assured quality 22 22%
4 Packaging 16 16%
5 Advertisement 10 10%
Total 100 100%

Factors influences buying behavior.

Good quality Variety Assured quality Packaging Advertisement

10%
27%
16%

22%
25%

Interpretation:
Most of the respondents buying behavior influence by good quality, assured quality and Variety.
 6. Satisfied with unbranded items used.

Objective: - To know the satisfaction level of the respondent.

S.No. Respondents No. Of Percentage

respondents
1 Yes 50 50%
2 No 50 50%
Total 100 100%

satisfaction level of consumer

regarding unbranded items
Yes No

50% 50%

Interpretation
The result for unbranded items show that out of 100 people 50% respondents are
satisfied with unbranded items and 50% respondents are not satisfied.
 7. Reason of Dissatisfaction.

Objectives: - To find out the reason of dissatisfaction.

Reason of Dissatisfaction

Price
18%

Unavailability
0%

Poor quality
Impurity 56%
26%

Interpretation:
only 40 respondents are dissatisfied from unbranded items they used. The reasons
for dissatisfaction were poor quality, impurity in the order of importance.
 8. INCOME & PURCHASING RELATIONSHIP.
There is great relationship between income & purchasing decision. As well as
income level change their consumer preferences or choice of purchase also
changes, according to my studied consumer with high income level prefer branded
things more than consumers with low income level. The consumer with low or you
can say middle income level prefer only basic thing as branded but high income
level consumer buy every thing branded this is shown in following table
Income level Branded Unbranded
10000-15000  Tea  Atta
 Salt  Rice
 Sugar
15001-20000  Atta  Sugar
 Rice  Dry-fruit
 Spices
20001-25000  Spices  Pickles
 Sugar  Honey
 Dry-fruit
25001 & above Prefer almost all things
branded

The data shown in table is gathered by matching income level of the consumer
with their buying preference this tables show that as the income increases demand
for branded items also increases. Customer prefers to buy that goods branded
which they buy unbranded former.
 Findings
1. Most of the respondents prefer both branded and unbranded items while
purchasing grocery items.
2. Atta or wheat flours the first name strikes to the mind of respondents is
Shaktibhog, Annapurna & Pillsbury. For rice Lalkila & Kohinoor, for sugar
mawana, tea of Tata & tea of Tata 7 Taj mahal, Honey of Dabur, dry- fruit
of Coco, pickles of mother’s recipe, salt of Tata & Annapurna, spices of
MDH.
3. 40% respondent buy grocery items from near general store, 28% go to super
market and 12% go to CSD Canteen to buy grocery because the people only
from defense background are allowed to purchase from the Canteen and
moreover they allow two time purchase in a month and 20% from any other
grocery wholesaler or other as they like.
4. There are certain items like Salt, Tea and Atta prefer to buy as branded ones.
5. Quality and variety of the grocery items influence respondents to go for
branded items.
6. There is a 50% chance that respondents are not satisfied with the unbranded
items and poor quality of unbranded items is the reason for dissatisfaction .
7. If the income level is low then the respondents purchase selected branded
items and if the income level is high then the respondents purchase only
branded items. As the level of income increases then the purchase of
branded items also increases.
 CONCLUSION

1. Customer is having a sense of freedom and choice.

2. Now the market is said to be customer oriented.

3. The preference of consumer is continuously shifted from unbranded to branded

items.

4. Branded grocery items lie on high price scale and consumers want that price
should be reduced where unbranded items lie on a low price scale but quality is not
good.

5. Branded grocery items have a great impact on the unbranded items because the
sale of branded items is increasing and unbranded is decreasing because of
consciousness of customer regarding quality.

6. According to the study, consumers are more aware of companies offering

branded Atta, Tea, and Salt than companies that are offering other branded grocery
items.

7. Purchasing power of consumers is changed due to change in income level.

8. Today’s customer is not loyal to one, they switch to other if they don’t get brand
they want.
 RECOMMENDATION

1. Consumers are not very aware about all branded grocery items available in
the market so companies should adopt good promotional stages to occupy an
appealing space on the mind of consumers.

2. Price should be reduced of branded items, companies should charge

reasonable price from customer for branded items.

3. The retailer or wholesaler dealing with unbranded grocery items should

improve quality of the items because these are major reasons of consumers’
dissatisfaction.

4. Branded items should be easily available.

5. Advertisements have a great impact on buying decision so the ads of item

such as branded dry-fruit, pickles, sugar etc should also be telecast.
 QUESTIONNAIRS
Dear Respondent,
I am Abhishek Bhardwaj student of Dr. Akhilesh Das Gupta Institute of
Technology and Management, DELHI Pursuing in MBA and conducting project
regarding the” Consumers perception regarding branded and unbranded
grocery items in DELHI”. I will be very thankful to you if you provide me the
required information.

Personal detail:-

Name: ………………………………………….
Gender: ………………………………………….
Occupation: …………………………………………..
Address : ………………………………………….
Contact No: ………………………………………….

Q1 : - While purchasing grocery items what do you prefer?

1) Branding items 2) Unbranded items 3) Both
Q2: - What names come to your mind when you think of branded items (if
You cannot recall then please
1. Atta or wheat flour _____________________
2. Rice _____________________
3. Sugar _____________________
4. Tea _____________________
5. Honey _____________________
6. Dry-Fruit _____________________
7. Pickles _____________________
8. Salt ____________________
9. Spices ____________________
10. Cereals _____________________
Q3 : - From where do you purchase the grocery items?
1) Near general store
2) Super market
3) CSD canteen
4) Any other

Q4 : - Which of the following items you prefer to buy branded ones?

1) Atta or wheat 6) Dry-Fruit

2) Rice 7) Pickles
3) Sugar 8) salt
4) Tea 9) Spices
5) Honey 10) cereals

Q5 : -Which of the following factors induce you most to go for branded

Items. ?
1. Good quality
2 Varieties
3. Assured quantity
4. Packaging
5. Advertising

Q6 : - Are you satisfied with unbranded items you have used?

Yes
No
Q7 : - If answer to question 6 is ‘NO’ then what are reason of
Your dissatisfaction?”
1) Poor quality
2) Impurity
3) Unavailability
4) Price
Q8 : - What improvements do you recommended for branded items?
_________________________________________________
_________________________________________________
________________________________

Q9 : -What do you think the future of branded items as well as unbranded items?
___________________________________________________________
___________________________________________________________
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