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Summer Training Report

ON BRAND AWARENESS OF KANWAL FOOD AND SPICES (I) PVT LTD ANANTNAG KASHMIR

For The Partial fulfilment of the degree Of Master of Business Administration Punjab Technical University Session: 2010-2012

Under the guidance of: Name of the teacher guide Ms. Deepti Goel Designation: Lecturer Department: Business Management

Submitted by: Name of the Researcher Syed Irfan Inayat Class/Semester MBA-3rd Semester Uni.Roll No.

SAS-INSTITUTE OF INFORMATION TECHNOLOGY AND RESEARCH MOHALI

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CER

F CA E

This is to certify that Mr. Syed Irfan Inayat has done the SUMMER TRAINING PROJECT entitled BRAND AWARENESS OF KANWAL FOOD AND SPICES The degree of Masters of Business Administration. The work done by him has not submitted elsewhere and is a part for fulfilment of MBA degree.

Name of the teacher guide Ms. Deepti Goel Designation: Lecturer Department: Business Management

COUNTERSIGNED

HEAD OF THE DEPARTMENT DEIGNATION:-Lecturer DEPARTMENT: Business Management

SASIIT&R, Mohali

 

  

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First of all, I am very thankful to Almighty Allah, who has empowered me with His guidance throughout my life to achieve my missions in life. I am thankful to General Manager Mr.Arshad Malik, His continuous advice and guidance to my study especially

Towards BRAND AWARENESS OF KANWAL FOODS AND SPICES enabled me to complete my research. I would like to offer my gratitude to Mr. Asif Iqbal for giving me valued guidelines that enabled me to work efficiently. Without his kind supervision, I would never have had the chance to complete my research work on time. I am thankful to my friends and relatives who have supported me in all respects for my study. I would like to dedicate my research to my beloved father, mother as well as my most

beloved Sister whose precious lifelong efforts are momentum to bring me to this conceiting stage.

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DECLERATION

I declare that this dissertation is all my own work and all the sources of information and matter .I have used for this dissertation have been fully identified, fully referenced and properly acknowledged according to guideline provided in the Course Handbook.

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CHAPTER NO

TOPIC

PAGE No

01

INTRODUCTION

ABOUT THE INDUSTRY ABOUT THE ORGANIZATION ABOUT THE TOPIC

07-11 11-18 18-

SCOPE,NEED AND SIGNIFICANCE OF STUDY 27 LIMITATION OF THE SYUDY

02 REVIEW OF LITERATURE

27-28
28-29

OBJECTIVES OF THE STUDY 36

03 04 RESEARCH METHODOLOGY ANALYSIS AND INTERPRETATION 29-36 37-47

05

SUMMARY OF FINDINGS, SUGGESTION AND CONCLUSION

48-51

06 07

BIBLIOGRAPHY Appendix

52 53-54

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Distribution of the respondents on the base of purchase spices from the 01 Market Distribution of the respondents on the base of preferences of different brands of spices Distribution of the respondents on the base of awareness of kanwal brand spices Distribution of the respondents on the base of usage of kanwal brand spices at home Distribution of the respondents on the base of category of kanwal brand spices in terms of quality. Distribution of the respondents on the base of category of kanwal brand spices in terms of value of money Distribution of the respondents on the base of factors which influence the consumer preference Distribution of the respondents on the base of usage of different kanwal products Distribution of the respondents on the base of shortage of kanwal products In the market (second preference) Distribution of the respondents on the base of Kanwal Group need to improve in terms of quality and pricing? Distribution of the respondents on the base of need for Kanwal Group to diversify its range of existing products? 11 46 Distribution of the respondents on the base of which products should Kanwal include or introduce into its existing range. 37

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Ex c iv Summary The current management is dealing with the determination, maintenance, control and monitoring the level of individual performance towards the attainment of future goals.

NEE F R THE STUDY To study for the market of kanwal brand in FMCG sector on small scale .To compare various Parameters of marketing strategies, manufacturing process, technology adopted, production Policy, Advertising, export scenario and future prospectus. To study the level of brand awareness about kanwal foods and spices. To study consumer preferences. To study consumer brand loyalty.

AB UT T E SPICE INDUST Y INT Spi DUCTION Spices are seasonings for food that come from the bark, buds, fruit or flower parts,

roots, Seeds or stems of various aromatic plants and trees. Spices are often referred to as the non-leafy parts of plants which are used for seasoning and flavoring food, whilst herbs are generally considered to be the leafy parts. The Cambridge dictionary defines spice as a substance made from a plant that is used to give a special flavour to food. Other dictionaries say spices are various pungent, aromatic plant substances, such as cinnamon or Nutmeg, used to flavour foods or beveragesorsomething that adds zest or flavour Spices are used as medicines, perfumes, preservative and even in sacred rituals. They are normally dried and stem from various parts of the plant the seeds fruit, roots, bark, stems, rhizomes or the flowers, like saffron. According to the American Spice Trade Association (ASTA), spices are 'any dried plant

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Product used primarily for seasoning purposes.' This definition covers a wide range of plant and plant parts: Tropical aromatics, leafy herbs, spice seeds, roots, dehydrated vegetables, and spice blends. At one time only tropical aromatics like pepper, cinnamon, and cloves were considered a spice. The leaves and seeds of temperate-zone plants like basil and oregano were known as herbs. Today this classification has shifted somewhat, even though still used in some circles.The term spice now generally includes a whole range of elements: spices, herbs,blends and dehydrated vegetables. Spices as medicines, preservatives and perfumes were some of the most valuable items of trade in the ancient and medieval world. Surprisingly, it was this race for a spice that prompted Christopher Columbus to sail in searches of the western route he was sure existed. Spices were once one of the most expensive items in household accounts and were usually kept locked up in the drawers or compartments of special spice cupboards or boxes. The appeal of exotic spices used to be so great that they were once believed to be a gift worth of royalty.Many ancient cuisines, among them Indian and Indonesian foods, have grown up next to the indigenous spices that identify them. Others, like the Italian and Spanish ones, have benefitted from the spice trades migratory nature, adopting exotic spices and indelibly linking them with their own food. As research both old and new has helped us to better understand spices curative effects psychological, as well as physical, the importance of spices in our lives becomes even greater. Spices can be primarily used in the various forms e.g., fresh ripe, dried, broken, powdered etc which contributes aroma, taste, flavour, colour and pungency to food. Spices constitute an essential part of any dish and are used to add that special distinctive relish to Indian, Arabic and Mediterranean dishes for their aroma, fragrance and harmonized flavours Indian spices, which include pepper, cardamom, red chillies, ginger turmeric,curry powders etc. Are world famous for their aroma, tangy taste and flavour.

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A spice expert in her book writes: Herbs and spices are used to stimulate all the senses, not just the taste buds, through their aroma, flavour, texture, and visual appeal. In all the regions of the world, traditional flavour combinations, using local ingredients, have come to charact-erize the foods of these regions. HISTORY OF INDIAN SPICES The fame of Indian spices is older than the recorded history. The story of Indian Spices is more than 7000 years old. Centuries before Greece and Rome had been discovered, sailing ships were carrying Indian spices, perfumes and textiles to Mesopotamia, Arabia and Egypt. It was the lure of these that brought many seafarers to the shores of India. In the ancient era, the Greek merchants thronged the markets of South India, buying several expensive items including the spices. E icurean Rome was spending a fortune on Indian spices, silks brocades, Dhaka muslin and cloth of gold, etc. It is believed that the Parthian wars were being fought by Rome largely to keep open the trade route to India. It is also said that Indian spices and her famed products were the main lure for crusades and expeditions to the East. With the arrival of the Muslims the scenario altered further. An assortment of spices was used in Muslim preparations and the usage of such spices was popularized throughout the nation under the Muslim rule. As a result such spices gradually became a part of the Indian cuisines. Indian spice trading underwent changes once again during the colonial rule. As far as trading is Concerned the Arabian traders were quite instrumental in popularizing the Indian spices in the different corners of the world. In India, Arabian traders got the rare and exotic spices of the far East from local spice merchants.India had spent the previous two millennia spreading its culture to the Spice Islands of the east. Arabian traders were able to make good money supplying these spices, even with the high prices paid to the Indian middle men, not only to their countrymen back home, but to Europe as well. It was in the year 1492 A.D., that Christopher Columbus discovered the New World. Five

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Years later, four tiny ships sailed southward from the port of Lisbon, Portugal, under the guidance of Captain Vasco Da Gama. Like Col mbus, Vasco Da Gama too was searching for a new route to the spice lands of Asia. While Columbus failed to achieve the goal, Vasco Da Gama succeeded. In a two year, 24,000 miles round trip, he took his ships around the continents of Africa to India and back to Lisbon. Only two of the four ships survived to reach their home port. These two ships brought back a cargo of spices and other products worth 60 times the cost of the said voyage. Even under the Dutch rule spice trading in India was encouraged. However a combination of spices spread throughout the world as curry powder with the coming of the British. The British reign in modern India encouraged the spice trading in India. Sandalwood, turmeric, saffron, coriander and a host of other Indian spices were exported from India to other parts of the world. Post independence the trade of Indian spices kept flourishing and a Board of Spices as established to look after the industry. The history of Indian spices depicts that these ingredients were also used in alternative medicines.For instance Ayurveda makes use of several herbs that are also used for culinary purposes. Aloe Vera, cloves, Cinnamon, turmeric, black pepper, etc had been extensively used in Ayurveda medicines. In contemporary India spices are used both as culinary and medical ingredients. From time immemorial, India has been considered as the "Spice Bowl of the World". The history of Indian spices is almost as old as the human civilization of Spices Conquering tribes from Assyrians and Babylonians, Arabians, Romans, Egyptians, the Chinese to the British and the Portuguese all invaded India with one goal - to take advantage of the rich, natural wealth and for Indian spices.The earliest written record in India on Spices is the venerable Vedas -such as the Rig Veda (around 6000 BC), and the others - Ayurveda, Sama and Athar vada. During the Vedic period information was primarily was handed down orally from generation to generations

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through the medium of hymns. The Rig Veda contains references to various spices such as horseradish a close relation of Mustard and Turnip.There are also references to Black Pepper in the Yajur veda . These are but few of the spices in the natural expanse of the subcontinent in the mountain,Swaps tropical rain forests, wetlands, marshy woodlands, rich valleys, green fields in a pollution-free & eco- friendly environment. The history of Indian spices lies in the abundance & goodness that Mother Nature has blessed it With and made it so popular worldwide.

COMPANY PROFILE

KANWAL FOODS AND SPICES (I) PVT LTD is ISO 9001:2000 certified also authorized for grading and processing of spices under Ag Mark. With a range of over 77. ACHEIVMENTS KANWAL FOODS AND SPICES won many awards at the national level including the National Award for Utility Excellence, Gem of India (2008& 2002), Award, Rashtriya Gaurav, Udoyog Patra award besides others, it is one of the leaders in the FMCG Sector in the subcontinent,comm-itted to provide quality products to its consumers. INDUSTRIAL UNITS KANWAL FOODS AND SPICES (I)PVT LTD. processes and packages its hygienic and quality controlled products through its state-of -the-art industrial units, located in various Parts of the country, including the national capital of Delhi, Silicon city Bangalore and Jammu Kashmir. BRAND EXTENSION The company provides spices for the domestic markets under the brand name KANWAL AND ALAMIN in the international market.

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EXPORT MARKET The company is registered with the spices board, GOI and Indian spices exporters forum and exports its quality products to Saudi Arabia, Bahrain, Kuwait, Oman, Dubai etc.

SUPPLY CHAIN The supply chain network consisting customer retailer distributor, manufacturer and supplier is closely linked through an efficient flow of information and finance to ensure smooth fuctionality . KANWAL FOODS AND SPICES (I) PVT LTD. has a research and development wing which would provide services vis- as- vis aiding research and development, market analysis, analysis of trends and currents in various sectors of the local market, research analysis into the Horticulture, floriculture as also the broader contours of the agricultural sectors. The research and analysis wing of kanwal foods and spices is aiming to avail services of some of the most prestigious and credible inspection, testing and certification institutes. The team of professionals engaged with the R&D division of kanwal foods and spices equipped with fully-automatic state of the art paraphernalia has a team of professionals working with it. AIM OF THE COMPANY The company aims to expand its product base and has a setup a state-of the art packaged drinking water processing and packaging plant, which is at par with the best in South Asia. Its packaged drinking water is sold under the brand name TREISH (drinking water).Treish is an outcome of dedicated and concerted 5-years long R&D with involvement of leading names in the water world across the globe, the national and international markets. Treish is BIS (Bureau of Indian standards) certified and its quality and composition are almost at par with the world lead-ing brand Evion. The plant is epoxy-coated and has fully automatic machines for processing

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and packaging.

Carrier The company provides direct employment to around 500 people and indirect employment more than 5000 people. This human resource base is also an efficient for dissemination and collection of information and customer inputs. The distributor chain of the company is an efficient medium for introduction of new products The sales and marketing wing of the company is well networked with separate sales and marke-ting divisions which work in Pandem over calibrated information webs. The marketing and sales staff Personnel are equipped with mobile Paraphernalia to stay in touch while they are out in the field. The sales and marketing personnel collect information from the markets regarding the sales of own and other company products, which is pooled in to a database that helps the company stay up-to-date on market trends and customer satisfaction. The quality control cell is fully accessible to the marketing field personnel and any problems faced by them in the market vis-a-vis the products are processed by the cell within the shortest possible time. The accounts along with a fully equipped inventory section keep track of cash and products inflows and outflows, enabling the greatest utilization of resources and proper tracking of assets. The company has been catering to the local market for the past 40 years and has earned sole trust of the consumers. Today the brand itself, KANWAL, is synonymous with quality, purity and aroma.

Products
Indian Spice Powder They are the manufacturer and exporter of traditional spice powders like,

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Blac Pepper powder

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Coriander powder

Pudina powder

Garlic powder. ndian s ices are t e soul of ndian cuisine on-line store the delicacy Blended Spi es Powder hey are reputed Curry powder Garam masala Biryani masala Rajma masala Meat masala Chaat masala Chana masala and S mbhar masala. anufacturer and exporter of Blended pice owders used for fla ouring li e hey offer an extensi e line of s ices throughour

he s ices contain natural and genuine ingredients which enhance the fla our of

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Indian Whole Spi es

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export exclusi e range of ndian whole spices that are rich in all the require ore

qualities of taste, fragrance

Ready Mi es

Biryani, Kashmiri Honey. hey anufacture and export edible co ponents li e, Honey and Saffron. hese are a ailable

in various pac ing deno inations

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Kashmiri Traditional Spi e Mi hey are the anufacturer and exporter of co prehensive range of ash iri traditional pice

ixes. Made of all natural ingredients, that is sure to provide the custo er with the rich taste and aro a associated with ash iri spices. Kashmiri Kehwah Instant Mi herbal treat for the body, ash iri ehwah instant ash iri ehwah and 100% pure Vegetable Pi kles hey anufacture, process and export vegetable pic les, which are ade fro farm -pic ed fresh ix is the aster blend of traditional

genuine ash iri affron.

vegetables, authentic spices and oil. Mineral Water hey process and export the purest bottled water, from ashmir, registered under the name
TREASH

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anufacture, process and export Ready Mix powders, li e,Shahi heer, Haleem, bombay

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Company's Milestones

KANWAL FOODS AND SPICES (I) PVT LTD brand leader in the FMCG sector in J&K with a range of over 77 products has won many awards at the national level and the latest feather in its
cap is the ITID National Award for Quality Consciousness 2008. The award was received by Farooq

Amin, Director, Sales and Marketing, Kanwal Foods & Spices at the hands of Union Minister of State
for Water Resources and Ms. Kanti Singh, Minister of State for Tourism & Culture at the National

Seminar on Quality Consciousness title "Quality essential for Survival" organized by the Institute of Trade and Industrial Development at New Delhi,com-menting on the achievement, Farooq Amin, Director of the Company said, "We not only follow but live the ideals of quality, purity and ultimate consumer satisfaction and this fact is substantiated by our ever-growing loyal consumer base and a line of accolades conferred by different organizations. This latest award is a milestone and a target standard for us, because we believe that quality is never an accident but always the r esult of intelligent effort" Worth mentioning this is for the second time the company has won the national Quality excellence award in its 32-year long history of consumer satisfaction. In a short span of 30 years, Kanwal Spices have become synonymous with purity, aroma freshness and quality par excellence- a reality that has been acknowledged \and confirmed Via a wide range of awards, earned over the years. Notable among them are: GEM OF INDIA AWA D
RIYA GAURAVA WARD (1998) Business initiative development Board Recognition with Quality Excellence. In 1999, Mr. Mohammad Ameen managing director earned the prestigious UDYOG PATRA

AWARD for self made Industrialist, given to him by the Honble Union Minister of comme-rce Govt.of India. RASHTRIYA UDYOG SHIROMINI AWARD 2000 in recognition with the Contribution in the industrial Sector QUALITY EXCELLENCE AWARD 2002 from ITID

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Presented by Minister of Commerce & Trade (Govt. Of India)

Quality Control To maintain the quality of the products manufactured at National Masala Mills only superior quality raw material is used. The finished spices are further put to test in-house quality control laboratory. All the handling, filling, packing and weighing is done by automatic box packing machines in order to avoid any infestation/ contamination. To satisfy quality consciousness, NMM occasionally gets the products tested in accordance with specifications prescribed by standard laboratories such as FICCI, SGS, and Shri Ram Institute for Industrial Research. Infrastructure The company has state-of-the-art infrastructure. The units underwent modernization in view of substantial increase in plant and machinery and are now equipped with state-of-the-art grinding plants, automatic box packing machines and FFS pouch filling machines and cool grinding process. Export Market National Masala Mills catering the local markets exports its products to various countries viz. Kingdom of Saudi Arabia, South Africa, Middle Eastern countries, UK, US and is in the process of finalizing the process for Europe. The supply chain network consisting of customer, retailer, distributor, manufacturer and supplier closely linked through an efficient flow of information and finance to ensure smooth functionality and economic activities.

Career In the words of the Chairman and CEO, Mohammad Amin, KANWAL has always prospered because of its people. Our employees are indeed our greatest assets and have played an integral role in the growth and success of KANWAL. We value our employees' contributions and empower them with the knowledge and skills to successfully do their jobs.

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If you have the desire to work for a company where the expectations are great but the rewards are even greater and where quality and customer satisfaction really mean something. Packaging Strict supervisory processes are employed in selecting the best food grade packaging material to ensure complete safety of the final product. Each procured material is thoroughly scrutinized and tested for quality. On-line inspection of the materials ensures that packaging is of superior quality. Distri ution They have an efficient and strong distribution system that caters to the market demands and diligently. They have a technologically sound warehouse system in various crucial destinations to ensure that their clients receive timely delivery of the consignments. ABOUT T E TOPIC MARKET The term market is derived from Latin Word Mercatuswhich meansto trade that is purchasing and selling of goods. It also means merchandise truth place of business. According to Pyle, Market includes both place and region in which buyers and sellers or in free competition with one another. MARKETING Marketing includes all the impacts involved in the exchange process of transferring the possess-ion and ownership of goods or services from the producer to the ultimate consumers. MARKETING FORMULA  The foremost step is business aims at profit.  For profit making he can sell the products.  For selling the product he should create customers.

 

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 For creating the customers, customers needs of preferences to be identified and satisfied.  To satisfy the customers new product to be produced.

Marketing is trying to learn; Who buy the products or services? How do they buy? When do they buy? Where do they buy? Why do they buy? How often they buy? It is otherwise called understand and predict human actions in their buying role. A marketer is act as consumers while them purchasing any goods /services, and try to market that product to an ultimate consumer. So, marketing starts with consumer and ends with consumer. So, todays market is called on consumer market. It can be defined on, All the individuals and households who buy goods and services for personal consumption. So the consumer satisfaction is getting more importance in the marketing functions. BRAND The most distinctive skill of professional marketers is their ability to create, maintain, enhanced and protect brands. The American Marketing Association defines a brand as name, term, sign, symbol or design or a combination of them, intended to identify the goods or services of one sellers or of sellers and to differentiate them from those of competitors. A brand is thus a product or services whose dimensions differentiate it in some way from other products or services designed to satisfy the same need . These differences may be functional or tangible related to product performance of the brand. They may be more symbolic, emotional or intangible related to what the brand represents.

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Brands identify the source or make of a product and allow consumers either individuals or organizations to assign responsibility for its performance to a particular manufacturer or distributors. To firms, brands represent enormously valuable pieces of legal property that can
influence consumer behavior, be bought and sold and provide the security of sustained future revenues to their owner. Companies have paid large earnings multiples for brand in merger or

acquisitions, often justifying the price premium on the bases of the extra profits to the extracted and sustained from the brands as well as the tremendous difficult.

What is Brand Awareness? The ultimate goal of most businesses is to increase sales and income. Ideally,you want to attract new customers to your products and encourage repeat purchases. Brand awareness refers to how aware customers and potential customers are of your business and its products. Successful brand awareness means that your brand is well known and is easily recognizable. Brand awareness is crucial to differentiating your product from other similar products and competators . Brand Awareness Plan The major components of a plan to develop brand awareness are:  Identifying and understanding your target customers  Creating a company name, logo, and slogans  Adding value through packaging, location, service, special events, etc.  Advertising  After-sale follow-up and customer relations management Targeting the right audience is crucial to your success. Of similar importance is understanding that you need a plan along with specific actions that increase awareness of your brand amongst

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your consumers. Throughout the entire process of creating a brand, it is of utmost importance to consider how what you do will increase brand awareness. Why is Brand Awareness Important? You may be asking yourself, is brand awareness really all that important? You may be saying to yourself, I have plenty of customers and sales are decent, why bother? The answer is: There are few things more worthwhile than investing time in your brands awareness. It can play a major role in purchasing decisions. The reality is, the more aware consumers are of your product and your brand, the more likely they are to buy from you. The Goal Thus, it is a good idea to draw up a brand awareness strategy that you can continue to update throughout the development of your brand. To begin, for example, you can do preliminary research to determine how aware the consumers of your brand are prior to any changes. Then, decide what you think and perhaps what others suggest that you might do to increase awareness and public recognition. Next, compose a strategy for how you would like to go about this. For example, perhaps your focus may be on your name, or perhaps the colors people associate with your brand, or even the way in which you promote and sell your products. Finally, decide upon how you would like to execute these changes and increase your brand awareness. Ultimately, you should be able to see a change in how consumers perceive your brand and the level of recognition your brand has acquired. For example,

perhaps your consumer base expands to include of nearby towns or attract a different core consumer. Truly successful brand awareness often takes time to develop. First there is the time required to develop an effective awareness effort. Then there is the time required for your message to reach potential customers. A few customers will respond early, but most will take time to hear about your products, make a decision to try them, and even later return for more.

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Establishing customer loyalty takes the most time, as it requires extended experience with your business and products. As a result of specific actions, positive brand awareness is promoted. Brand awareness is essentially the impression people have of your brand. Do they know your brand as reliable high quality? As well established and distinctive? As a bargain? How is it that they have formed these perceptions? Perhaps from your logo? Or may be from the way your products are displayed or priced? These opportunities to make a good impression are what are influencing your consumers awareness of your brand. How to Begin Creating Brand Awareness How do you, over time, establish positive brand awareness that promotes the possibility of purchase of your product in the future? There is always the initial impression of your brand that is of utmost importance. Beyond this, however, are all of the future impressions that may be formed regarding your brand. In deciding how you will go about creating brand awareness, you need to consider and to be aware of how your product value becomes know to the consumer and the importance of consistency: 1) The message of what a brand is offering to the consumer should be consistent. KANWAL, for example, offers fresh, high-quality SPICES AND FOODS for purchase and advertises the advantages, such as home-cooked meals, that their goods can provide for you. The layout of their products, the organization of complementary condiments and staple products, and the stands offering sample recipes to be cooked at home are all evidence of the company attempting to present a consistent message of what they are

all about to the consumer. The presentation of KANWAL as a prominent player in providing quality foods and spices for quality home cooked meals is evident in each of the aforementioned examples.

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T he company does not, for example, attempt to convey quality in its store layout and offerings

and then convey cheap alternative in the mailings sent out. The impressions you hope to make on consumers and potential consumers should be consistent across various mediums, situations, and promotional attempts.

How to Begin Creating Brand Awareness 2) Images you present should also be consistent in order to increase brand awareness. It is important that you are consistent in your use of images so that you maximize recognition and positive impressions. Kanwal logo, for example, can be found on its storefront, on the products it produces itself, on the receipt consumers receive after purchase, on the bags customers carry out of the store, and in many of its distributed informational material. 3) Slogans and taglines should also be consistent throughout mediums and material. Once again, Consistency is important in conveying a message that promotes awareness of your brand in a organized, recognizable manner. Kanwal tagline, Adding Kashmiri flavour to global cuisine , is consistent throughout its promotional materials, website

and logo, to name a few consistency cannot be emphasized enough. It presents the consumer with an image that in the future the consumer can continue to associate with your products. For example, if the materials you distribute, the set-up of your sale table, the packaging of your product, and the logo and tagline are not all relatively similar, regularly consistent, and repeatedly recognizable over time, it is likely you will get nowhere with your brand. Creating brand awareness, through a collaborative, welldeveloped overall image, is essential to developing a success brand that achieves maximum benefits.

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Maintaining Brand Awareness It is important to keep working at the issues and activities identified above. Pay attention to how customers are responding to products, packaging, displays, and messages. Look for ways to improve the image you are trying to get across. Ask your customers for suggestions. Work to maintain a consistent presence in the market place. This can mean a location and regular times where customers can reliably expect to find you. They need to move to gain more sales space and will have to have a plan to help customers find their new location . If your business is wholesaling and manufacturing spice products to retail locations, you need to stay in regular and reliable contact with your customers. They should not have to come looking for you when they need to re-stock or they will turn to uppliers that make it easier for them to operate their businesses. Purchasing Decision Process Understanding the decision-making process helps you to better understand how to structure your brand awareness process. What makes them buy your product?Do they decide, upon an impulse, to purchase your product? Do they need several hours to mull over the possibility of making the purchase? To what extent does product type, price, and environment affect the purchasing decision. Marketing specialists recognize five stages to a purchasing decision. The first stage in making a purchase decision is to perceive a need. The range, complexity and severity varies in regard to this need. It could range, for example, from a need to purchase a gift for a friends birthday to a need to eat something sweet to a need to drink something refreshing. It is easy to see how different containers would appeal to someone thinking about gift vs buying spices for personal use. Messages with your product display about possible uses can prompt a need-based decision.

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The second stage in making purchasing decisions is to seek information. This may be simply

reading an ingredient list to an internet search to an inquiring call. Providing information about your products and their value can be important to making a sale. Why is pure or local important? What flavor experience or possible uses await the purchaser? Might the history and tradition of kanwal products be important to some consumer decisions?
The third stage is where the potential customer evaluates alternatives to your brand or product.

This, obviously, is the stage in which your product is compared to those of competitors. It may also include other products that you may have to offer or other products they remember from the past. Essentially the potential buyer is assessing the qualities of your product that might make it worth the purchase. If the signage, slogans, and literature does not address the more obvious
questions, then you need to be ready to do so when asked. If you want to sell at the premium end of the price range then type of products, packaging,display and product messages must be consistent

with the price. The fourth stage involves an assessment of the buying value. Is the product worth the price? Do the values it possesses make it a worthwhile purchase? This is the culmination of the previous stages and results in a decision to either buy or pass up on an offer.
The fifth and final stage involves an assessment of the purchase decision. This can occur a day, a month, or a year or more after the sale. Essentially, the customer is either reaffirming or doubting their purchasing decision. For example, seeing other people enjoying the product

reaffirms their decision or makes them wish they had bought more. Testimonials from satisfied customers may help to shape these after-purchase expectations. Or perhaps they discover an off- taste or crystallized sugar in the syrup, in which case it may be more likely that the person would doubt that they made the correct decision in making the purchase.

ut|{ z

y uq v x osp ow v uutp tn os r qp onm

26 | P a g e
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If the consumer decided not to make the purchase, they may later regret such a decision if the value of that product to them, for example, were to increase. Understanding that the stages of a purchasing decision vary both in time and whether the stages really are distinct, one can better assess where they might be able to have an influence on someones decision to purchase. For example, it may help to offer the person more information or to tell them about all the other people that have been really impressed with your product.

Maintaining Brand Awareness

Purchasing Decision Process

Perceived Need

Assessment of Purchase Decision

Value Assessment

Evaluation of Alternatives

Seeking Information

Advertising Obviously advertising is an important way to have your brand and products become known to consumers. The messages conveyed at the place of purchase are equally important and should leave your targeted customers with a consistent impression of your business and its products.

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27 | P a g e
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SCOPE OF THE STUDY

The scope of the research is limited in the following directions. The geographic scope is limited to Srinagar city, Budgam and Tangmarg only. The industry scope is limited to FMCG sector (Foods and Spices) The product category scope is limited to the selected categories selected on the basis of availability. The time scope is limited to 8 weeks which is the duration for the project.

LIMITATIONS OF THE STUDY Though the research has been properly planned and well executed, there are certain limitations, which are inherent in nature and are out of the researchers control. The effectiveness of the project is felt only when the results are read along with the limitations and constraints faced during the course of the study. The following are the limitations. The responses from the respondents could be casual in nature. This may be due to lack Of interest or time on their part.

o The correctness of information provided by the respondents in the personal data

could not be established.

o Some of the information provided by the respondents might not be correct. o Getting timely responses from the respondents was a difficult task. o The responses from the respondents could not be correct due to unawareness of the

market.
o The perception of the respondents are differ in nature, it means the responses of the

respondents are very difficult task to analyze and will giving the right decisions .

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Chapter - II
LITERATURE REVIEW

The core of Brand equity lies in the construct of Brand Awareness; Brand equity occurs when the consumer has a high level of awareness and familiarity with the brand and holds some strong, and unique association in memory, in low involment decision setting brand awareness is just adequate leading to purchase.Repeate purchase then, is a function of the functional utility and image utility of the brand. Thus, when perceived quality differences exist among competing brands, consumers may pay a price for employing Simple choice heuristics such as brand awareness in the interest of economizing time and effort (Hoyer and Brown, 1990). The two important measures of Brand awareness are brand recognition and recall. Brand recognition is the ability of the customers to confirm that they have previously been exposed To a brand and brand recall reflects the ability of the customer to name a brand when given the product category, category needed or some other similar cue. Top of mind awareness is critical as it captures Consideration set in a given purchase situation .Each type awareness has a different purpose and specific implication ( Kafferer, 1998) Unaided awareness measures the brands impact i.e. to what extent it is spontaneously associated with a given product category.The purpose of aided awareness is to reassure the brain has already been heard of. Unaided awareness is very important for low value , fast moving products. the pursuit of a particular type of awareness depends on the way in which buyers of a product make their decisions and the level of involment. When three brands on the market are strongly rated in unaided awareness,scaresly any other brand has a chance of even getting quoted (Laurent,kapferer and Roussel, 1995) The different brand elements have varying roles in reinforcing the value of the brand and its relevance to the customer groups. Visual messages appeal most to rural audience. Study on

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of pictorial advertisement as compared to non_ pictorial advertisement indicate how much more effective they are with rural consumers as compared urban consumers (Velayudhan, 2002)

RESEARCH METHODOLOGY
In this chapter the methodology followed in conducting the research has been described details regarding the research design, data collection, Questionnaire, sampling plan, area of the study and statistical tools used have also been given.

Research
Research is a logical and systematic search for new and useful information on a particular topic. It is an investigation of finding solutions to scientific and social problems through objective and systematic analysis. It is a search for knowledge, that is, a discovery of hidden truths. Here knowledge means infor mation about matters. The information might be collected from different sources like experience, human beings, books, journals, nature, etc. A research can lead to new contributions to the existing knowledge. Only through research is it possible to make progress in a field. Research is done with the help of study, experiment, observation, analysis, comparison and rea soning . Research is in fact ubiquitous. For example,we know that cigarette smoking is injurious to health, earthquake is the natural calamity and so on. How did we know all these? We became aware of all these information only through research. More precisely, it seeks predictions of events and explanations, relationships and theories for them.

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A. What are the Objectives of Research? The prime objectives of research are (1) to discover new facts (2) to verify and test important facts (3) to analyze an event or process or phenomenon to identify the cause and effect relationship (4) to develop new scientific tools, concepts and theories to solve and understand scientific and non scientific problems (5) to find solutions to scientific, nonscientific and social problems and (6) to overcome or solve the problems occurring in our everyday life. MARKETING RESEARCH Marketing research is defined as the systematic and objective identification, collection, analysis, and dissemination of information for the purpose of assisting management in decision making related to the identification and solution of problems (and opportunities)in marketing.

1)

Identification: Involves defining the marketing research problem (or opportunity) and determining the information that is needed to address it.

2) 3) 4)

Collection: Data must be obtained from relevant sources. Analysis: Data are analyzed, interpreted, and inferences are drawn. Dissemination of information: The findings, implications, and recommendations are provided in a format that makes this information actionable and directly useful as an Input into decision making.

Classifications of marketing research. Problem identification research: The goal is to identify existing or potential problems not apparent on the surface. Examples include market potential, market share, market

31 | P a g e
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characteristics, sales analysis, short-range forecasting, long-range forecasting, and business trends research. 2) Problem solution research: The goal is to solve specific marketing problems such as segment tation product, pricing promotion, and distribution research. Steps involved in the MARKETING RESEARCH process: 1) Problem definition: Defining the marketing research problem to be addressed is the most important step because all other steps will be based on this definition. 2) Developing an approach to the problem: Development of a broad specification of how the problem will be addressed allows the researcher to break the problem into salient issues and manageable pieces. 3) Research design formulation: A framework for conducting the marketing research project that specifies the procedures necessary for obtaining the required information. It details the statistical methodology needed to solve the problem and thus the data requirements needed from data collection. 4) Fieldwork or data collection: A field force (personal interviewing, phone, mail, or electronic surveys) gathers project data. Although seemingly trivial in nature, to obtain meaningful results field workers must be accurate and thorough in data collection. 5) Data preparation and analysis: The editing, coding, transcription, and verification of data allow researchers to derive meaning from the data. 6) Report preparation and presentation: The findings are communicated to the client. The report should address the specific research questions identified in the problem definition, describe the approach, the research design, data collection and the data analysis procedures adopted, and present the results and the major findings.

32 | P a g e
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Customer Groups
y y y y

Consumers Employees Shareholders Suppliers

Controllable Marketing variables

MARKETING RESEARCH
y y y y y y

Uncontrollable Environment Factors

y y y y

Product Price Promotion Distribution

Economy Technology Competition Laws & Regulations Social and Cultural Factors Political Factors

Assessing Information Needs

Providing Information

Marketing Decision Making

Marketing Managers

y y y y

Marketing Segment Target Market Selection Marketing Programs Performance & Control

33 | P a g e
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The Role of Marketing Research

Nature of Marketing Research and its components : Marketing research provides the information for decision makers at each step of the marketing decision process. It is the goal of marketing research to provide relevant, accurate, reliable, valid, and current information to management in order to facilitate managerial decisions. Each of these characteristics can be defined for students as:      Information that is relevant, addresses the problem or issue being investigated. Information that is accurate, correct, and precise. Information that is reliable, and originates from competent, trustworthy sources. Information that is valid is applicable to the problem at hand. Information that is current is timely and up -to- date for both the industry and issue under consideration. RESEARCH METHODS Those methods which are used by the researcher during the course of studying are research problem are termed on research methods. Research methodology: The research methodology, not only the research methods are but also consider the logic behind the methods. They are in the contest of our research studied. And explain why we are using a particular method or techniques and we are not using others.

34 | P a g e
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Descriptive research design: Research Design Research design is a framework or blueprint for conducting the marketing research project. It specifies the precise details of the procedures necessary for obtaining the required information. Finally, stress that it is important to have a good research design in order to ensure that the marketing research project is conducted effectively and efficiently. Descriptive research is used to describe something, usually market characteristics or functions. Descriptive research begins with the structure already defined and proceeds to actual data collection in order to describe some market variable. For example, determining the average age of purchasers of your product. The six Ws are used by researchers when trying to gather facts from different sources. In Like manner, because descriptive research is marked by the prior formulation of specific Hypotheses the design requires a clear specification of the six Ws of the research:

1) 2) 3) 4) 5) 6)

Who: Who should be considered? Where: Where should the respondents be contacted to obtain the required information? When: When should the information be obtained from the respondents? What: What information should be obtained from the respondents? Why: Why are we obtaining information from the respondents? Way: The way in which we are going to obtain information from the respondents. These questions form the basis for describing the research to be conducted.

Descriptive research is characterized by a clear statement of the problem, specific hypotheses and detailed information needs.

 

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In includes surveys, and facts finding enquires of different kinds. The major purpose of descriptive research is description of state of affairs on it exists at present. The main character of this method is that the researcher has no control threw over the variables. He can report what has happen or what is happening. Nature of data: In this study primary data are used. Collection of data: The data were collected from the respondents through the distribution of questionnaire.

Area of the study: This study covers SRINAGER CITY, BUDGAM AND TANGMARG AREA . Sample size: The sample size of this study is 100.

Tools for analysis: With the usual statistical tools such as tables, percentages, bar charts, were used for analyzing the data and arriving at the conclusion. Questionnaire Design A standardized questionnaire to collect data on beliefs, feelings and attitudes from the respondents is being used and also the researchers have contributed this effort in framing the questionnaire. The purpose of the study is explained clearly to the respondents. So, nothing about the purpose of study is concealed from the respondents. CLOSED ENDED QUESTIONS In these questions, the respondents are given choices in which he/ she has to select one. For these questions, we can apply statistical tool in order to relate the results to the universe.

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36 | P a g e
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ANALYSIS OF THE DATA

The data collected through questionnaires have been tabulated. By using the above

mentioned statistical tools, the data have been analyzed. Interpretations have been drawn based on the analysis. The findings and observations are the result and outcome of the interpretations made during the course of analysis.

PRESENTATION OF THE REPORT

Tables and figures have been used wherever necessary to facilitate the analysis and

interpretation. Explanations for the tables were given wherever necessary.

OBJECTIVES OF THE STUDY Every organization has to achieve its organization goals. For this ,its essential for an organization to know about the views of consumers and their competitive products.

This survey research may also aimed as to estimate:  To study the level of brand awareness about kanwal foods and spices  .To study consumer brand loyalty  To study consumer buying behaviour.  To study consumer preferences

76DC B

A 73 8 @ 152 19 8 7762 60 15 4 32 10)

37 | P a g e Brand Awareness of Kanwal foods & Spices

ANALYSIS AND INTERPRETATION Q1:-Purchase spices from the mar et ? S.N 01 02 03 04 ase

Every 1Mont

Every 1-2 Mont Every 2-3Mont Every 3Mont or More

Total

INFERANCE :-It is clear from t e above table t at 80.0% of respondents have purchase spice from the market every 1 month,15%purchase every 1 months,5% of the respondents Purchase -2 every 2-3 month.

Purchas spices
0% 0%
30% 1 Month

Q Q
100

QPIH G

Frequency 80 15 05 0

Percentage 80.0 15.0 5.0 0.0 100.0

1-2 Month 70% 2-3 Month 3 o mo e

38 | P a g e Brand Awareness of Kanwal foods & Spices

Q.2:- Which brand(s) of spices do you generally prefer ?

S.No

Preferences Kanwal

Frequency

Percentage %

01 02 03 04

50 30 15 05
100

50.0 30.0 15.0 5.0

100.0

Rehmat
S
REHMAT

Meha

Hidden Valley

Total Inferen e:-

From the data above we can see that anwal is being preferred by 50% of consumers, Rehmat was preferred by 0% where as Meha was preferred by15%where others Hidden valley were 5%
y econd leading brand is Rehmat, though it has not been favored by consumers as high as anwal but their mar et is increasing and it can be a big threat for the mar et share of anwal Meha is third most brand preferred by consumers, and it has a good impact over the Consumers minds.
50

BRAND PREFERENCE

VV

f r e q u e n c y

40 30 0

10 0
KANWA

MEHAK HIDDEN VA EY

39 | P a g e Brand Awareness of Kanwal foods & Spices

Q.3:- Are you familiar with anwal brand spices?

W

S.No

Brand Awareness Of anwal

Frequency

Percentage

01

yes

02

No Total

Inferen e:hen asked about Brand awareness of kanwal products, it was noticed that 90% of the respondents answer tends to yes and 10%of the respondents answer tends to o y it is clear from the graph and as the above responses on different parameters that anwal is holding good brand name in minds of consumers due to its quality and availability offered to the consumers as well as to the holesalers and retailers. anwal has its brand recall in top

of minds of consumers as noticed by the researchers while undergoing the study.

AWARENESS OF KANWAL BRAND

10%
YES

90

90.0

10 100

10.0 100.0

90%

NO

40 | P a g e Brand Awareness of Kanwal foods & Spices

Q.4:- How would you categori e kanwal brand spices in terms of quality ?
S.No
01 02 03

Quality
Excellent Good Average

Frequency

Percentage

55 32 10
02 Total 100

55.0 32.0 10.0

2.0 100.0

04

Poor

Inferen e:t is clearly seen in the graph that the Quality of kanwal holds the pleasing image in the minds of people hen asked about quality of kanwal products, it was noticed that 55% of the % respondents said Good 10%of the respondents

respondents answer tends to xcellent rates verage and 2% poor

60

50

40

30

20

10

0 EXCE ENT GOOD AVERAGE POOR

XX

41 | P a g e Brand Awareness of Kanwal foods & Spices

Q.5:- Category of anwal products on the bases of the value for money
S.No 01 02 03 04
Terms of value for money

Frequency

Percentage

Excellent Good Average Poor

35
50 15 0

35.00
50.00 15.00 0.00

inference
It is clearly seen in the graph that the Quality of kanwal products in terms of value of money are categori ed as xcellent by 35% Respondents, Good by 50% ,Average by 15%respondents

50 45

40 35 30
25 20 15

10 5 0

Excellent

Goo

Ave age

poo

42 | P a g e Brand Awareness of Kanwal foods & Spices

Q.6:-Factors which influence to the costumers

S.No Factors Frequency Percentage

01 02 03

Quality Fame Pricing Any other

68 19 08 05
100

68.00 19.00 8.00 5.00

100%

04
otal Inferen e:As mentione above it is clea ly seen in the g aph that the Quality of anwal hol s the pleasing image in the min s of people as a oun 68% of the people a e Influence with the quality that anwal offe s in its p o uct ange f om basic spices an blen e spices, it means that people gi ve

60 40

20 0 QUA ITY

maximum emphasis on quality

FAME PRICING
ANY OTHER

a a

a b

43 | P a g e Brand Awareness of Kanwal foods & Spices

Q.7:- Usage of anwal products

S.No 01 02 03 04 05 06 Usage of kanwal products Basic spices Blended spices Jams/pickles Honey Ready to cook and instant Mixes Others
Total

Frequency 55 29 6/04 06 0 0

Percentage 55.00 29.00 10.00 06.00 0.00 0.00

100

100%

Inference
From the data above we can see that 55% of the customers prefer to buy and use basic spices,29% bought blended spices, jams/pickles 10% Honey 06%.so, it means the market share of the kanwal in blended spices and other products are low except basic spices has high market share.

Usa e of Kanwal products

Jams/Pickles Rea y to cook an instant Mixes Honey

Othe s

0% 0% 10%
6%

29%

gg i

Basic Spices

Blen e spices

55%

44 | P a g e Brand Awareness of Kanwal foods & Spices

Q.8:- In case anwal Brand pices are not available in the market due to certain reasons, which
brand of spices, do you buy? S.No 01 02 03 04 Buying Rehmat Mehak Hidden valley Others Frequency 70 18 12 0 100 Percentage 70.0 18.0 12.0 00 100.0

Inference:- From the data above we can see that 70% of the customers are hard core loyal of
Rehmat after kanwal brand, 18% customers are brand loyal of Mehak spices and 12%are loyal of Hidden Valley.

HIDDEN VA EY 12%

OTHERS 0%

p
REHMAT 70%

MEHA 18%

qq

45 | P a g e Brand Awareness of Kanwal foods & Spices

Q.9:-

Improvements in the anwal products

. o

Improvement

Frequency

ercentage

01 02

Quality

39 61

39.0 61.0

pricing 100 otal 100-0

Inferen e
When aske about the imp ovement in the quality of p o ucts of Kanwal it was notice that 39% of the espon ents answe ten s to yes an 61% of the espon ents a e stessed on the pricing .

39%
QUA ITY

PRICING
61%

r s s

46 | P a g e Brand Awareness of Kanwal foods & Spices

Q.10:- o you feel or find need for anwal Group to diversify its range of existing products?
S.No

01

02

Total

Inference:When aske about the ive sification of p o ucts of Kanwal it was notice that 23% of the espon ents answe ten s to yes an 77% of the espon ents answe ten to No

Diversification of kanwal products

yes No

23%

77%

v w

u v v w v v

iversification

Frequency

Percentage

Yes

23

23.0

No

77

77.0

100

100.0

47 | P a g e Brand Awareness of Kanwal foods & Spices

Q.11:- If yes, please specify which products should anwal include or introduce into its
existing range. S.No 01 02 03 04 New Products Milk Fast food Cold rink Edible oil Frequency 48 21 25 06 100 Percentage 48.0 21.0 25.0 6.0 100%

Total

50 45 40
35 30

25 20 15 10 5 0 Milk

Inferen e:

From the data above we can see that 48% of the customers are suggested that

company should introduce milk into the market, 21% suggest fast food,25%suggest cold drink 6% customers suggest edible company should introduce in themarket.

Fast Foo

Col Drink Edible Oil

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Findings suggestions and conclusion

FINDINGS

 During the study it is found that consumers have positive attitude towards the kanwal brand spices.  During the study it is found that the brand image of spices is good as compared to other spice products in the market.  Through my survey, I came to know that most of the customers are satisfied with the Kanwal brand spices.  Through my survey, I came to know that most of the wholesalers and retailers are not satisfied with the company due to weak distribution channels and sales promotion.  Consumer differ in their opinion about the quality and price of kanwal brand spices on the basis of Age ,qualification and knowledge about the market.  Most of the consumers prefer kanwal products for their good quality. However, there is a misconception about pricing of kanwal products among the consumers. They Perceive them to be high priced.  Through my survey, I came to know that the market share of the company decreases day by day due to weaknesses of distribution channels.  During the study it is found that the R & D Division of the company is not Properly working.  Advertisement in mass media such as televisions, news papers and magazines are best means to spread awareness about brand is lacking.  A duplicate product of the kanwal available in the market adversely effects the company image.

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 Replacement policy is not at all pleasing to the retailers and wholesalers, as replacement policy is not designed as per the requirements and expectations of the Retailers as well as wholesalers.  Product availability of kanwal products is highest compared to other brands in the organized retail spices.  Kanwal is most preferred brand amongst the consumers who buys packaged basic Spices.  Retailers and wholesalers mostly orders weekly or monthly which shows that their products are moving at very faster rate.  Product availability of kanwal mineral water TREASH is very low to other products as the awareness & preference towards it is very low.  Quality and brand name are major criteria for the consumers for buying kanwal products; although the price is very high consumers prefer to buy the products of others.  . Loyalty and quality are the factors which play important role in achieving sales for Kanwal.  . Proper Communication is required to meet the expectation of Retailers, wholesalers as well as Consumers/ultimate users  Wholesalers and retailers are not satisfied with the distributors because they sell products at two or more prices .(Price discrimination) SUGGESTIONS From the survey of consumers that is clear that not only consumers demand, attitude and Satisfaction are not only Controlling factors of the sale of product of the company But the brand awareness also plays a major role. Kanwal foods and spices should thus focus on the following points:-

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m ie j l gd k j iihd h g f ed

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During the analysis I found the company having brand image and people love the

products they offer so, I suggest them to enter into the production of soft drinks, fast food and dairy products.   To increase its visibility, Kanwal Company can sponsor events. Tie-up with cable network for reminder advertisements and informing customers

about various sales promotion offer time to time.  Invest more in R&D division as customers expectations are changing rapidly.  Make use of internet (Especially Social network)to spread awareness among consumers about the brand    Company should overcome or solve the problem of distribution Channels. Company Should regularly monitor the purchase and order division of the Company. Company should bring changes in the product differentiation.

 Company should reduce the price of the Shahi kheer so, it will moves fast in the market.  Company will improve the quality of the basic spices (Chilli and Haldi)  Replacement policy should design as per the requirements and expectations of the Retailers as well as wholesalers.   There should be no compromise in quality and the availability of spices. Let the customers define what attributes are important. Know the customer s requirements, expectations, and wants.  Benchmark the data against competitors, and identify competitive Strengths and weaknesses.  To use technology to improve customer service and enable a greater degree of customer

differentiation in order to deliver unique customer interactions.

y

Company might try to stimulate sales by modifying the products characteristics through quality improvement, feature improvement or style improvement.

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CONCLUSION It is concluded that brand equity might be influenced by attribute knowledge more than consu-

mer preference. This may be due to consumer biasness and prejudice, Consumers product eva-luations are influenced by memory. The biasness can be reduced by having current information experience and knowledge. Therefore, its not surprising that brands that consumers believe offer superior value are most preferred brands chosen often. Brands with higher equity resulted in greater preferences and high market shares.
y

Successful value creation needs successful delivery. If the firm is successful,it might branch Into new markets and use different channels in different markets. In small markets, the firm must sell directly to retailers, in large markets, it might sell through distributors .in short,the channel system evolves as a function of local opportunities and conditions, emerging threats and opportunities,company resources and capabilities and other factors .

Price is one of the attribute used by consumers to evaluate a product. Price can sometimes be an indicator of quality; with a higher price indicating higher quality. Consumers perceive that a higher price can be attributed to the higher cost of quality control. Some consumers are highly price sensitive; where by a high prices may shift consumers to Competitive brands.Therefore price can have a positive or negative influence on customers.

Sales promotion plays an important role in the competitive market, it pushes the products into the market at a very rapid speed. It also occupies the good position in the minds of the customers and will increases the share market of the company.

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Bibliography:-

C.R.Kothari Research Methodology, 2nd edition, New Age International Publishers.

Philip Kotler Principles of Marketing, 13th edit ion, Pearson, New Delhi.

Stephen P. Robbins Organizational Behavior, New Age International Publishers.

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Questionnaire
Q.1:- How often do you purchase spices from the market 1. Every 1 month 2.Every 2 month 3. Every 2-3 month 4. Every 3 month or more Q2:-Which brand(s) of spices do you generally prefer (According to increasing order of your preference) a.______________________ b_____________________________

Q.3:- Are you familiar with kanwal brand spices a) Yes b) No

Q.4:- Do you happen to have used kanwal brand spices at home

A) Yes

B) No

Q.5: How would you categorize kanwal brand spices in terms of quality as per The choice below a)Excellent b)Good C) Average d) Poor s Q.6:- How would you categorize kanwal brand spices in terms of value of money as per the choices below a)Excellent b)Good C) Average d) Poor

Q.7:- If you happen to be a regular users of kanwal brand spices, which of the enlisted factors (of kanwal Brand spices) influence your preference a) Quality b) Fame c) Pricing d) Any other

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Q.8:- If you are using or have used Kanwal Brand Spices, I would like to ask you as to which all Kanwal Brand products do you use most often ? a) Basic Spices b) Blended Spices c) Jams/ Pickles

d) Honey e) Ready-to-cook &instant mixes f) Others(please specify) Q.9:- In case Kanwal Brand Spices are not available in the market due to certain reasons, which brand of spices, do you buy? a) .. b) .

Q.10:- Do you believe that Kanwal Brand Spices are better or par with the best spices available across India under different brand names? a) Yes b) No

Q.11:- Do you feel or find need for Kanwal Group to improve in terms of quality and pricing? a) Yes b) No

Q.12:- Do you feel or find need for Kanwal Group to diversify its range of existing products? a) Yes b) No If yes, please specify which products should Kanwal include or introduce into its existing range.