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Perception of customers, retailers and mill owners on the impact of branded condiments over

traditional condiment making


2013

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EXECUTIVE SUMMARY

The project titled Perception of customers, retailers and mill owners on the
impact of branded condiments over traditional condiment making at Eastern Condiments PVT
LTD Cochin
The Eastern Group of Companies founded by Mr. M.E MEERAN, started with a
dream, making good products available to the common man at the right prices. The company
was established in 1983, is a pioneer in the state to produce packaged curry powders, Masala
powders, spices and coffee powder.
Food industry is the one of the most dynamic industries. Brands play an
important role while selecting a food item. In other words brands and purchasing factors are
intricately interlinked. People living in the high arena of life are more oriented towards branded
food items. But middle class or lower middle class people dont care much about brands as far as
food industry is concerned
This study concentrated on the people of Karuvatta grama panchayath in
Alappuzha districit. The main objective was to know the perception of customers, retailers and
mill owners on the impact of branded condiments over traditional condiment making. The study
finds that the quality is the major influencing factor of buying condiments. The study also finds
that the brand awareness level of Eastern Condiments Pvt ltd has high when compared to other
competitors. The location chosen for the project was Karuvatta in Alappuzha district, and questionnaire was
used for survey.
In the present study the data was analysed using the software SPSS 20 version. It was interpreted from
the analysis there is a high demand for branded condiments in the rural area. Analysis is the
application and reasoning and interpretation of data that has been collected. Statistical tools are used for
analysis.


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CHAPTER 1

INTRODUCTION






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1.1 INTRODUCTION

Fast moving consumer goods (FMCG) sector in India is one of the largest sectors
in the Indian economy. FMCG goods are all consumable items (other than groceries/pulses) that
one needs to buy at regular intervals. These are items which are used daily, and so have a quick
rate of consumption, and a high return. Fast moving consumer goods (FMCG) sector in India is
one of the largest sectors in the economy with estimated total market size of around Rs 110,000
crore in 2010.
India produces 2.5 million tones to 3 million tones of spices annually. India
produces spices of different categories worth around US$ 3 billion. In terms of volume and
value, India accounted for 46 percent and 23 percent in value of global spice trade. (Source:
Spices Board India) India accounts for 25-30 per cent of worlds pepper production, 35 per cent
of ginger and about 90 per cent of turmeric production.
Among the Indian Federal states, Kerala tops in pepper (96 percent), Cardamom (53
percent), Ginger (25 per cent) production in the country. Andhra Pradesh leads in Chilly and
Turmeric production in the country with 49 per cent and 57 per cent. In coriander, cumin and
fenugreek production in the country, Rajasthan emerges as the largest producer with 63 per cent,
56 per cent and 87 per cent. The world spice trade is estimated at US$ 1.5-2 billion in terms of
value and 500,000tonnes in terms of quantity.






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1.2 INDUSTRY PROFILE

1.2.1 HISTORY OF THE INDUSTRY
By 3000 B.C, turmeric, cardamom, pepper and mustard were cultivated in Harappa
and Mohenjo-Daro, in the Indus valley, were of occupied mixed stock somewhat larger in
structure than either the Sumerians of those communities. The bad club wheat barely sheep and
goats from the Iranian plateau and cotton from Southern Arabia or North East Africa but were
held back by their reliance on food water due to lack of knowledge of irrigation.
Summer bad trade links with the Indus valley via Hindu Kush by3000 BC and by
sea from 2500 BC thus thinking the Harappas with both Sumerians and Egyptian, where cumin,
anise and cinnamon were used for embalming by 2500 BC.
By 1750 BC Harappa civilization had disappeared probably due to flood and tectonic
shift were replaced by the Aryans who invaded via Hindu Kush by 1500 BC. The Aryans had
considerable contact with Babylon from whence the original flood legend arose o be adopted by
both the Aryans and the Hebrews and several other civilization.
In Britain the term curry has come to mean almost any Indian dish whilst most
from the sub-continent would say it is not a world they use but if they did it would mean a meat,
vegetable or fish dish with spicy sauce and rise or bread. The earliest known recipe for meat in
spicy sauce with bread appeared on tablets found near Babylon. In Mesopotamia written in
uniform text discovered by the Sumerians and dated around 1700 BC probably as an offering to
the good Marduk.
1.2.2 INDUSTRY PROFILE
Spices and aromatic vegetables products were used as a flavouring or condiment
normally refer to the derivatives from certain herbs like seed, Leaves, Bark, root etc. They were
used mainly for enhancing taste of the food. The word spice is derived from the word spice
which was applied to groups of exotic foodstuffs in the middle ages.
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Spice term was formerly applied also to pungent or aromatic food, as ingredient of
incense or perfume and to embalming agent. Modern trend to limit the term to flavouring used in
food or drink. Although many spices have additional commercial uses eg: as ingredients of
medicine, perfumes, incense and soaps.
The earliest literary record in India on spice is the Rig Veda.(BC1500). The story
Indian spices dates back to BC 7000 years into the past during the period of gulf of Campattu,
which is discovered into the sea shore of Gujarat. In the modern world major thrust traditionally
a country of agriculture India leads the trade spices can improve the palatability and the appeal of
dull diets or spoiled food piquant flavours stimulate salivation and promote digestion in tropical
climate. On the other hand they can add sense of inner warmth when present in cooked foods
used in cold climate in India, traditionally, spice, formed a part of common mans daily food.

1.2.3 INDIA AND SPICES
India produces 2.5 million tones to 3 million tones of spices annually. India produces
spices of different categories worth around US$ 3 billion. In terms of volume and value, India
accounted for 46 percent and 23 percent in value of global spice trade. (Source: Spices Board
India) India accounts for 25-30 per cent of worlds pepper production, 35 per cent of ginger and
about 90 per cent of turmeric production.
Among the Indian Federal states, Kerala tops in pepper (96 percent), Cardamom (53
percent), Ginger (25 per cent) production in the country. Andhra Pradesh leads in Chilly and
Turmeric production in the country with 49 per cent and 57 per cent. In coriander, cumin and
fenugreek production in the country, Rajasthan emerges as the largest producer with 63 per cent,
56 per cent and 87 per cent. The world spice trade is estimated at US$ 1.5-2 billion in terms of
value and 500,000tonnes in terms of quantity.


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1.2.4 CURRENT SCENARIO
Within the past one decade, the international trade in spices has grown by leaps
and bounds. As estimated 500.000 tone of spice and herbs values 1500 million US dollars are
now imported globally every year. An impressive 46% of this supply comes from India. Indias
exports and spice extracts have made spectacular growth attaining over 50% of the global market
within a short span.
This remarkable achievement is boon of a sea change in the industry scenario.

1.2.5 The Indian share
At present India produce around 2.5 million tones of different spice valued at
approximately 3 million US dollar, and hold the premier position in the world. Because of the
varying climate suitable for the spice cultivation almost all spices are grown in this country. In
almost all spices are grown in this country. In almost all the 28 states and six union territories of
India, at least one spice is grown in abundance. No country in the world produces as much
variety of spices as India.

1.2.6 EXPORTS OF SPICES FROM INDIA
India can now boast as the monopoly supplier of spice oils and oleoresins the world
over. In the case of curry powders, spice powders, spice mixtures and spices in consumer packs,
India is in a formidable position. The consistent effort of the Board during the last one decade
has improved the share of the value added products in the export basket to60%


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1.3 COMPANY PROFILE

1.3.1 ABOUT THE COMPANY
The Eastern Group was founded by Mr. M. E. Meeran, chairman of the group. He
started his activities as a business with a wholesale provision goods shop at Adimali in 1969
named Eastern trading company and it was being called as E.T.C. Eastern Coffee and Curry
Powder established in 1983 as a pioneer in the state to produce packed curry powders, coffee
powder and food products. Eastern Condiments was established in 1991, as expanded form of
astern Coffee and Curry Powder, and employing 150 employees where as Eastern Coffee and
Curry Powder were employing 20 workers. Today the company has grown in to the favourite in
India. Eastern Condiments Pvt. LTD. is a well established name as Keralas largest manufacturer
of condiments and one of the leading brands among the South India. The company exports its
products to Saudi Arabia and the United Arab Emirates for the past few years and now the
company exports its products to various parts of the world like Middle East, the U.K, the U.S.A,
Australia, Germany etc.
The production at the initial period was only 100kg per day. In those days, the
process of production was enhanced from grinding to pulverizing and so the production could
also help to preserve the natural taste of the powder. As Eastern curry powder unit could not
meet the increased demand, establishment of Eastern Condiments with a production capacity of
20 tones a day was a absolutely necessary. From the initial production capacity of 100kg per day,
now it can produce around 78 tones per day.
The purity and freshness of Eastern Curry Powders made Eastern a house hold
name in India and abroad. Bringing high quality products every day at affordable prices to the
common man for his daily use is the ultimate goal of Eastern group of companies. Treating the
customers with commitment for quality at the right price in all products is their formula for
success.
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Eastern Condiments was established in 1991 .100000 Kg of sales was registered
in 1991. The company is the leading brands in India and second most popularized brand in
Kerala .The company hold 75% market share and it follow cash and carry method. The company
follows direct distribution and it had 86 routes. Now the company had 1500 employees and the
last year turnover was Rs. 450 Cr. The company plan to attain the target of Rs.1000 Cr by 2012
1.3.2 Awards Won
The eastern group has won many prestigious awards for its outstanding
performance by Spices Board India for 8 consecutive years from1998 to 2004-05. Mr.
M.E.Meeran, Chairman of Eastern Group was awarded as the Best Business Man Of The Year
by Business Deepika(leading business journal in Kerala) in 2007-2008. He is also the award
winner of Best Entrepreneur of the Year by Mangalam Publications. The company has also
won the FACT MKK NAIR MEMORIALPRODUCTIVITY award for the year 1995-96.
The company has got ISO 22000 and the HACCP certification. Eastern was the
first company in India to get ISO 22000 certificate. Every award has been a stepping stone for
achieving greater heights and look forward for higher goals. The foresight of the chairman is the
guiding light for the blazing track of the group.

1.3.3 The Management of the Company
The Eastern group is managed by termed professionals and family members. From
the very beginning, Mr. M.E.Meeran has been the chairman and the Manager of the Company. In
addition, Mr. Navas Meeran, Mr Firoz Meeran, Mr.S.M.Mohammed and Mrs. Nabeesa Meeran
hold the Board of Directors. Besides, there is an administration office working at Ernakulam for
itsaccurate administration. As head of administration, there is a Chairman and below a Vice
chairman

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1.3.4 PRODUCT PROFILE
Eastern processes and manufacture Spices and blended spice powders. Spices
are procured from the finest plantations in Kerala, India.

SPICE POWDERS
Black Pepper Powder
Chilli Powder
Chilli Powder with Oil
Coriander Powder
Crushed Chilli
Cumin Powder
Dry Ginger Powder
Fennel Powder
Fenugreek Powder

MASALA BLENDS
Beef Ularthu Masala
Chicken Masala
Curry Powder
Fish Masala
Meat Masala
Meen Mulaku Masala
Rasam Powder
Sambar Powder
Tandoori Masala
Vegetable Masala
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PICKLES
Bittergourd Pickle
Garlic Pickle
Ginger Pickle
Gooseberry Pickle
Green Chilly Pickle
Kadumango Pickle
Lemon Pickle
Mango Pickle
Prawns Pickle
Tender Mango Pickle

BREAKFAST PRODUCT
Dosa Powder
Rice Powder
Chemba Puttu Powder
Appam Powder
Easy Palappam Mix
Idli Powder
Puttu Powder
Ragi Puttu Powder

WHOLE SEEDS
Black Pepper
Cardamom
Chilli
Clove
Cumin
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Fennel
Fenugreek
Kashmiri Chilli
Mustard

CELEBRATION
Palada
Palada Mix
Payasam Mix
1.3.4 Company vision
To be the preferred supplier catering to the basic needs of the mass market by providing
products and services of outstanding value through the adoption of global standards and
innovative practices.
To be the preferred employees in the group they are in by providing a challenging work
environment and adding value to our people through varied exposure and continuous
education or shared learning.
To be preferred business partner to the entire stakeholders by providing them exemplary
benefits and shared growth
.
1.3.5 Company mission
To provide good quality goods to the present and prospectivecustomer so that company
can prosper more.
To have continuous availability of product of Eastern so that thereshall not be any
shortage of goods in the market.
To give the customers delight that is giving more than what isexpected by the customer.
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1.3.6 EASTERN GROUP OF COMPANIES
Eastern Group of Companies is a group of companies with diverse interests and a
world leader in Indian spices. Eastern has ventured into various areas like tyre retreads,
mattresses, garments, packaged foods, mineral water and public school and has many more
projects in its dream. The detailed description of each company is given below;
1. Eastern Curry powders
The company has provided their consumers with consistently high quality powders
and blends. Eastern Condiments operates from two modern factories situated in the Western
Ghats of South India
Natural Spice Powders
Eastern turmeric Powders
Eastern Chilly Powder
Eastern Coriander powder
Eastern Black Pepper Powder
Eastern Curry Powder
2. Sunidra Mattresses
Sunidra mattresses Pvt. Ltd. was set up in 1999 to manufacture rubberized coir
mattresses with a state of the art factory in Thodupuzha. The popular brand of rubberized coir
mattress manufactured by Sunidra Mattresses Pvt.Ltd.is slowly growing to be a market leader in
the country. Sunidra has own the ISO 9001-2000 certificate. Sunidra is made of rubberized coir
sheets that are produced from 100%natural latex without any added waste. These rubberized coir
sheets are air permeable and have natural breathing qualities, it doesnt cause any allergies and
also recyclable.

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3. Eastern Aqua minerals
Eastern Aqua Mineral, a recently launched company was set up in the year
2002.Eastern Aqua Mineral entered the area of packaged drinking water with the state of srt
plant located at Eranakulam district. Eastern packaged drinking water of highest purity standard,
high quality with control, 1286testing facilities and quality product with international standards.
It is available in convenient sizes. Eastern packed drinking water is also priced attractively in
keeping with Easterns view of bringing high quality products to the common man at the right
price.
4. Eastern Public School
The Eastern group entered the area of education with the getting up of the Eastern
Public School. Mrs. Nabeeza Meeran has been the Principal of Eastern Public School. This
school ensures a high quality education from kindergarten to primary levels with C.B.S.E
syllabus providing all the residential facility residing at the heart of Idukki District
5. Eastern Treads Ltd
Eastern Treads Ltd. Is a public company engaged in the manufacturing of quality
procured tread, cushion, bonding gum and black vulcanizing cement. Its branches all over India
have been showing consistent high performance and growth. The factory has annual turnover of
12 crore and it is located at Oonnukal, Kothamangalam. The company has a processing capacity
of 12 tonnes of cold rubber per day with nation widemarket network. This company is in the
service industry for rethreading tyres and the service plant is located at Vazhakulam. The
company services by rethreading of used tyres on an average basis of 1500 tyres per month.
6. King Richard Shirts
King Richard Shirts, a brand of men's wear from Eastern Clothing Company was set
up in 1999. This brand was targeted at middle class. King Richard Includes all the trends of
colour combinations and designs of fashion shirts and trousers with a view to meet the aspiration
of working class with a quality ready wear at responsible price in the international styles. This
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factory has the production capacity of 15,000 shirts per month. Top quality fabrics are used in
the manufacture of King Richard brand shirts(utilizing 100% of cotton from India and European
brands like Bergamo, Brembana, Italian fabric etc.). This brand usually comes out mostly formal
and casual styles; but also makes small numbers of semi-casual styles.
7. Eastea

Taste and strength in every sip. Premium blended tea, from Eastern has just entered
the market with its signature promise of taste and strength. Form the fresh, green plantations of
the Nilgiris in south india,Eastern sources high quality CTC tea

8. Mohanlals Taste Buds
Mohanlals Taste buds , which is an ISO 9001:2008 certified Company, as the name
indicates, truly wish to stimulate the taste-buds of people with the exotic tastes and flavours of
South Indian Kitchen in general and the whole of Kerala in specific. The MTB, while fulfilling
its mission has a long-term vision of creating a world-renowned brand of our traditional culinary
preparations. The vision is achieved through un-compromising quality and safety of the foods
produced and distributed. Taste Buds believes and follows a simple theory
From hygiene comes purity. And from purity comes taste. Right from the time recipes are
conceived by food experts to the manufacturing process to the time it reaches the customer, a
great deal of importance is given to hygiene as much as its given to taste.
It consist of range Masalas, Curry Powders, Rice Powder and other food products are now
available in all the leading domestic and global outlets. They are made of the finest ingredients
that are carefully processed with the latest technologies to keep the real flavour intact.



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1.3.7 COMPATITORS INFORMATION
The company has many competitors in the market because the condiments industry it
also small scale industry. So the company faces competitors mainly from three different states
like Kerala - Melam, Priyam, Saras, Bramins, Ruchi, Double Horse ,Sumans, Quality
Karnataka -M T R
Tamilnadu Shakthi

1.3.8 Food safety management system
Eastern company has established documented, implemented and maintained an effective
food safety management system and update it when necessary in accordance with the
requirements of this international standard ISO 22000:2005 and HACCP The company has
Ensured that the food safety hazards that may be reasonable expected to occur in relation to
products within the scope of the system are identified evaluated and control in such manner that
the product of the organization do not directly or indirectly, harm the consumer,
Communicated appropriate information throughout the food chain regarding safety issues
related to its products,
Communicated information concerning development implementation and updating of the food
safety management system throughout the organization to the extent necessary to ensure the food
safety required by this international standard, and
Evaluated periodically and update when necessary the food safety management system to
ensure that the system reflects the organizations activities and incorporates the most recent
information on the food safety hazards subject to control.

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FOOD SAFETY POLICY
Eastern Condiment p ltd is committed to supply safe and hygienic spice powder,
masala powders, pickles rice and coffee powder to our customers through control of food safety
hazards in the raw materials using greatest process technology maintaining hygiene and
sanitation conditions, practicing personal hygiene system to the expectations of our customers by
complying with statutory and regulatory requirements.
LEGAL FRAMEWORK OF THE ORGANISATION
Eastern Condiments Pvt Ltd is incorporated under THECOMPANIES ACT 1956 on 26
th
Feb
1991 having its registered office at P.B no:15 Eastern Valley Adimali. The Authorized share
capital of the company is Rs 35, 00,000/- divided into 3500 shares of Rs 1000 each.

1.3.9 ROLE OF ISO 22000 IN EASTERN CONDIMENTS PVT LTD
Eastern is the first company in India and second in Asia to get the ISO 22000 certification
issued by Food Cert BV Netherlands and accredited by RvA, the first body in the world for food
safety accreditation. Eastern got ISO 22000 for food safety in September 2005.
The organization shall ensure the following basic requirements for the implementation of ISO
22000.
The food safety hazards that may be reasonable expected to occur in relation to product
within the scope of the system are identified evaluated and controlled in such a manner
that the product of the organization do not directly or indirectly harm the consumers
Communicate appropriate information through the food chain regarding the safety issues
related to its products
Communicate information concerning development, implementation and updating of
food safety
Evaluate periodically and update
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The ISO gave only the basic documents of the pre requisite programs and the company
has to work out in its own way for implementing ISO.
1.3.10 DEPARTMENT IN EASTERN
Human resource Development
Finance and Accounting
Production
Maintenance
Quality control
Production Planning and control
1. Marketing
Export
2. IT Department











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1.4 RESEARCH METHODOLOGY
1.4.1 Objectives of the study
1. Identify whether there is decrease in the consumption of branded condiments due
to traditional condiment making.
2. To find out the most preferred factors that influence purchasing behavior of
customers and retailers towards branded condiments.
3. To find out which brand of condiments are mostly preferred by customer and
retailers.
4. In the case of customers using the non branded condiments, find out the reason for
customers opting for traditional condiment making and the most preferred factors
of non branded condiments.
5. To find out why customers are switching from branded condiments to traditional
making condiments.
6. To find out most significant difference in raking of attribute (by customer) based
on gender and type of family.
7. Find out difference in ranking of reasons for using non branded condiments based
on type of family.
8. Find out difference in ranking of reasons for using branded condiments based on
product difference.
9. Find out if there is any difference in the ranking of factor for not using branded
condiments based on type of nuclear family.
10. Find out if there is any difference in the ranking of factor that customer expect in
condiments (from retailers perspective) based on existing branded condiments in
shop
11. Find out if there is any difference in the ranking of factor that customer expect in
traditional condiment making (from mill owners perspective) based on type of
nuclear family.

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1.4.2 METHODOLOGY OF THE STUDY
This study used the descriptive type of research. Descriptive method of research is to
gather information about the present existing condition. The purpose of employing this method is
to describe the nature of a situation; the descriptive approach is also quick and more practical
financially. Moreover, this method will allow for a flexible approach, thus, when important new
issues and questions arise during of the study, a further investigation may be allowed

Primary source
Primary data are those data collected by the researcher directly for some specific
purpose. The primary source of data will come from a survey using questionnaire and interviews
that will be conducted by the researcher. The primary data frequently gives the detailed
definitions of terms and statistical units used in the survey.
Secondary source
Secondary data consists of information that already exists, having being collected for
some other purposes. The secondary source of data will come from research through the internet;
books, journals, related studies and other source of information. Acquiring secondary data are
more convenient to use because they are already condensed and organized. Moreover, analysis
and interpretation are done more easily. The different secondary sources from which data has
been collected are web sites, journals, textbooks etc
Target Population
Population refers to the entire group of people, event, or things of interest that the
researcher wishes to investigate.
Since the project was the study of perception of customers, retailers and mill owner on
the impact of branded condiments over traditional condiment making, target population of the
study is the people in karuvatta.
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Sample selection
A sample is asset of population. It comprises of some member selected from the
population. Sampling is the process of selecting a sufficient number of elements from the
population.
In this project, total sample size is two hundred was selected on convenient sampling and
data was collected by using questionnaire. Sample size is split into three retailers, customer and
grinding mill owners. Customer the sample size is one hundred. Retailer sample size is seventy
five and mill owners sample size is twenty five.
Duration of the study
Duration of the study was from 15
th
April to 30
th
June (45 days)
1.4.3 DATA COLLECTION TOOLS
Tools of data collection are the methods used for collecting the information required for
the study. Each method is having its own advantages and disadvantages. Tool for collecting the
data are selected according to the research process, or the behaviour of the study. In this study
tool used for collecting the information were; Questionnaires and personal interviews
1.4.4 STATAISTICL ANALYSIS
For the statistical analysis of data weighted average, Independent t test, Chi-square,
graphical representation etc are used with the help of the software SPSS (Statistical Package For
The Social Science) version20.
Tools used were
Chi-square test
This is used to test the statistical significance of the observed association in across
tabulation. It assists us in determining whether a systematic association exists between
two variables.
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Cross Tabulation
A statistical technique that describes two or variables simultaneously and in tables result
that reflect the joint distribution of two or more variables that have a limited number of
categories or distinct values
Frequency analysis
A frequency distribution is obtained for each variable in the data. This analysis produces
a table of frequency counts, percentage, and cumulative percentage for all the values
associated with that variable. It indicates the extent of out-of-range, missing, or extreme
values.

T-TEST
This technique is done to see if there is any significant difference in the means for two
groups in the variable of the interest.
ANNOVA
ANOVA is a collection of statistical models used to analyze the differences between
group means and their associated procedures (such as "variation" among and between
groups). In ANOVA setting, the observed variance in a particular variable is partitioned
into components attributable to different sources of variation. In its simplest form,
ANOVA provides a statistical test of whether or not the means of several groups are
equal, and therefore generalizes t-test to more than two groups.
1.4.5 SAMPLING TECHNIQUE
For the data collection of this project completion I used convenience sampling method,
as its name implies, it refers to the collection of information from the population who were
conveniently available to provide it.


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SAMPLE SIZE
In this project, survey was administered among 100 customers, 75 retailers and 25 grinding
mill owners. Customer the sample size is one hundred. Retailer sample size is seventy five and
mill owners sample size is twenty five.

1.4.6 SCOPE OF THE STUDY
The study is to identify the perception of customers, retailers and mill owner on the impact
of branded condiments over traditional condiment making The study was confined to Alappuzha
district, Kerala. The studies were conducted in the place Karuvatta Grama panchayath.The
survey was conducted among twenty five mill owners, seventy five retailers and hundred
customers. Study was for a period of 45 days from apirl15 to may 27.

1.4.7 LIMITATIONS OF THE STUDY
The major limitation of the study were the following
Was able to collect only the response of one respondent from each family. Individual responses may
not reflect the opinion of the entire family
Majority of the home makers were not entertaining data collection at their residence.
Shop keepers were unwilling to disclose about why they prefer certain brand and income.
Grinding mill owners were reluctant to reveal their trade secrets.
The data collection tool was questionnaire many of them were illiterate people so I had to read it to
them.


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CHAPTER 2

LITERATURE
REVIEW






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2.1 PURCHASE INFLUENCING FACTOR
Consumers are the end users of goods and services while a group of customers who
purchase goods for inputs example organizations and business are referred to as customers.
There are many factors that influence the purchasing decision of the customers. Many
researchers came up with different ideas. The main factors affecting the decision of a customer
are:
2.2 PRODUCT DESIGN

The design of the product is one of the main factors that influence the decision of the
customer. Especially in case of food products customers will tend to buy what attracts them the
most. So creating an innovative design for the product is important, so the companies when
designing their products, companies try to employ shapes that are both emotionally appealing
and compatible with the brands image.

2.3 PRICE

A fall in the price of a product will result to an increase in the quality of a product
purchased, however these depends on the price elasticity of a product. If a product is price elastic
and this means that the price elasticity of the good is more than one, then the products demand
will rise at a greater proportion than the rise in price. If the price elasticity of a product is less
than one then the demand for the product will not rise at a greater proportion than the price. The
prices of substitutes also play a major role in determining the consumers purchasing behaviour,
in a situation where a substitute of a product is less expensive, then the consumer will purchase
the substitute, under the price of a product we will also consider the risk associated with buying a
certain product, the more expensive a product is higher the risk and the higher the consequences
of making the wrong decision. Another consideration is the price of the complimentary good, if
the price of the complementary good is high then a customer will be less likely to purchase the
product, future expectations about change in prices will also influence the buying decisions of
consumers, if consumers expect a rise in price in price in the future for a certain product then
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they will tend to purchase that good in large quantities to avoid high prices of the product in the
future. Therefore the price of a product is a factor that influence the consumer buying decision,
the consumer will purchase goods rationally to optimize on his real income and also maximize
his utility, and prices of substitute and complementary goods play a role in consumers decision
making on what to buy and in what quality.

When adjusting product prices, marketers wish information concerning consumers
price perceptions. The present study aimed to develop an optimal pricing framework for food
products by applying Webers Law and Stevens power Law in psychophysics. The first phase
attempted to measure the differential thresholds when magnitudes of prices were raised and
lowered. The second phase was conducted to establish the psychophysical function representing
perceived changes. Analysis showed consumers differential thresholds were positively
correlated with the initial price, consistent with Webers Law. Further, participants perceived
change differed for increased and decreased prices. Products were perceived as cheaper only
when medium and low-priced products were perceived as cheaper. Regardless of prices changes,
participants perceived products were more expensive when prices dropped by a small amount
(9).

2.4 PRODUCT MANAGEMENT

Managing the product is as important as or more important than developing the
product. Delivering values to the customers is the main purpose of every business.

2.5 ADVERTISEMENT

Communicating the values to the customers is the main objective of every marketing
strategy. Food industries generally put their advertisements in television as well as magazines.
Women magazine or light magazine usually carriers these types of advertisements. There are
other factors also which influences the purchasing decision of the customer. It can be

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INFORMATION
Information simply means the knowledge about a particular product by the customer.
It includes

AWARENESS
The awareness about the product plays an important role in decision making process.
It includes the ingredients, quality certification, benefits, adverse effects etc. As the
customer knows more about the competitive advantage of the product there is a chance
that the customer will more likely to buy the product. So building awareness among the
customer regarding a product is very important to achieve sales target. It is the part of the
marketing activity.

FREQUENCY OF FOOD LABELS USED
As the frequency of the food labels used increases the trust of the customer towards
the product also increase trust of foods.

BELIEF
Beliefs are the strong convictions of the people. There are many factors that
formulates these believes. They are;

SAFE OF HUMAN CONSUMPTION
People should be strongly convinced that the product is safe to use. Regarding the
food products customers are highly sensitive. If any malfunction happens the demand of
the product will goes down drastically. So it is all about creating a trust. Here brands
play crucial roles.




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CORPORATE SOCIAL RESPONSIBILITY
When people see a social responsibility in products it boosts the buying decision.
So many companies are also using this technique. When customer identifies that the
company is doing something beneficial to the society, it creates a sense of belongings to
the company. It in turn helps to increase the sale of the product.

ATTITUDE
Customers will have a set of behavioural patterns to a particular towards the
products. Here the taste of the customer plays an important role. These tastes will be
influenced by factors such as social, culture, environmental etc.


INTENTION
After covering all these factors customer reaches conclusion whether to buy or not
buy the product. (1)
Another article says that people buy packaged items because of the flexibility to
use the item. On the other hand people intentions of consumers who decide not to buy
packaged items are they are concerned about the safety of the products.
Another research says about the purchasing factor is that a typical consumer
explanation for both quality and value for money is about the price and physical attributes
of the food brands. Other factors such as storage image and food ingredients are equally
importance. The appeal for own-label groceries is based on price and customer
scepticism. Product quality is usually the major purchasing factor and the measure of
value. The assessment of consumer thinking comes from the marketplace. Own-label
preference is based on price and value for money rather than quality.(4)





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2.6 WORD OF MOUTH PUBLICITY AND DECISION MAKING FACTOR

Like in all other business word of mouth publicity is the most authentic source of
every information. There is interplay of social and temporal distance on consumers responses to
others recommendations. Drawing on research on psychological distance and the fit literature,
others recommendations are more persuasive when the construal levels associated with both
social distance and temporal distance are congruent. Specifically, the time-contingent effect of
recommendation: others recommendations lead to a greater preference shift when people make
decisions for distant-future consumption than for near-future consumption. Second, contrary to
conventional wisdom, close others do not always have a greater impact than distant others.
Instead, recommendations from close others are more influential in shifting near-future
preferences than those from distant others, whereas recommendations from distant others are
more influential than those from close others in shifting distant-future preferences. The authors
demonstrate that others recommendations are perceived to be more relevant as the underlying
mechanism when there is a match of construal levels between the social and temporal distance.


2.7 PRODUCT APPEARANCE

Researchers are done to investigate the importance of packaging design for food
brand, by developing an understanding of how consumers evaluate own-label packaging.
Providing an insight into their shopping behaviour regarding premium own-label desserts and
identifying the factors that influence their purchase decisions. Implicit in this is a need to
establish how the packaging designs of premium own-label products influence the purchase
decisions of consumers. Findings would clearly indicate that there is a strong association
regarding the influence of packing on the purchase decision, with over 73 per cent of interviewed
4.6 consumers stating that they rely on packing to aid their decision-making process at the point
of purchase. Research - As own-label brands are exclusive to, and owned by, the retailer they
have potentially the opportunity to develop packaging designs that are even more attuned to their
customer base than those offered by the equivalent range of branded products(6).
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The importance of packing design and the role of packaging as a vehicle for
consumer communication and branding are necessarily growing. To achieve communication
goals effectively, knowledge about consumer psychology is important so that manufacturers
understand consumer response to their packages. The conjoint results indicate that perception
about packaging technology (portraying convenience) play the most important role overall in
consumer likelihood to buy. Some consumers are mostly oriented toward the visual aesthetics,
while a small segment focuses on product detail on the label. So we can reach at a conclusion
that segmentation variables based on packaging response can provide very useful information to
help marketers maximize the packages impact.

2.8 CORPORATE REPUTATION AND PURCHASING FACTOR

Some studies are conducted to find out do consumers really care about corporate
reputation when it comes to purchasing decisions? This study tests that hypothesis by comparing
consumers perceptions of companies to the consumer equity of brands owned by those
companies, using international studies of brand equity and corporate reputation. The results show
that poor corporate reputation makes building strong brands difficult, but a good reputation is no
guarantee of success. The elements of corporate reputation that seems to matter most to
consumers in practice are perceptions of fairness toward consumers, and perceptions of corporate
success and leadership, rather than public responsibility. Consumers want good business practice
but when it comes to brand strength and purchasing, more personally relevant factors take
precedence. So pushing a corporate social responsibility agenda to consumers may not reap the
strongest rewards. But ethical brands that bring no penalty in cost or quality are likely to be
more successful.

2.9 SOCIAL RESPONSIBILITY

CSR of the product has an influence in the purchasing decision of the buyer.it
encompasses a wide array of activities. Many studies have suggested that people increasingly
take CSR into account in their buying decisions, every though they have a very little knowledge
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about the product. In this condition consumers choose one particular type of socially responsible
brands over another. This study addresses this issues and finds that when a company focuses on
improving its own transformation processes, the companys buyers prefer suppliers that also
practical congruous type of CSR over suppliers that practice CSR activities without a connection
to their transformation processes (incongruous CSR). In addition, this preference is found to be
stronger when the suppliers product constitutes a relatively large share of the buying companys
end product.
Many concerned people are unaware of the full impacts of their buying decisions on
the environment. There are papers aims to show how people can be helped to behave more
responsibly when they buy. Pioneering companies are also reducing cost, risk and stress; and
improving quality and compliance. Many people lack a practical and cost-effective way of doing
so.

2.10 SATISFACTION AND BUYING DECISION

There are researches which reports on a longitudinal, quantitative study of the effects
of satisfaction and emotions on future behavioral intention. A review of the literature identifies
growing evidence of the effects of an individuals emotional state on consumption decisions.
There is evidence that measures of satisfaction are poor predictors of repeat buying behaviour,
and this may be due to their failure to adequately incorporate an effective element. The overall
objective of this research was to explore the association between implementation of cooperative
purchasing/supplier relationships, internal service quality, and an organizations ability to provide
quality products and services to its customers. Specifically, purchasing-related factors
influencing internal and external product and service quality were identified from the literature
and internal service quality model was developed and then tested using empirical data.. The
finding from this study indicates the existence of strong relationships between implementation of
cooperative purchasing/supplier relationships, internal service quality, and the service and
product quality provided to external customers. Additionally the key role of purchasing in the
integration and communication of quality expectations and quality performance will affect the
purchasing decision of the firm (11).
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Many food traits desired by consumers are costly to provide and difficult to verify. A
complicating factor is that delivered quality can only be affected stochastically by producers and
imperfectly observed by consumers. Markets for these goods will emerge only if supplying firms
can be trusted. Repeated purchase model were developed to explore how quality discoverability,
market structure, nature of reputations, market premiums and discount factors drive firm choice
about the stringency off quality assurance systems designed to gain consumer trust. Reputation
protection is key incentive for firms to invest in high-quality goods and quality assurance
systems (12).

2.11 LABELLING
Labelling helps consumers sustain a healthy lifestyle through the food choices they
make. There are researches which deal with an attempt to understand the importance of labeling
in the buying decision of a brand. Findings suggested that customers usually read food labels to
assess the nutritional value, personal benefits, health attributes and product quality. Various
purchasing influences were also identified, suggesting that consumers are in some cases
motivated by food labels to purchase a product, or may be unresponsive to the label or
indifferent by being aware of the information but not reluctant to buy a product that does not
indicate essential information. Several indirect consideration factors such as situational factors
(e.g. family), extrinsic (e.g. price) and intrinsic (e.g. taste) may contribute to the purchasing
behavior of some consumers. These findings are useful to propose a perceptual model of the way
in which food labels influence purchasing behavior and explain the role of food labels in the
purchasing decision of label reading consumers. This information is especially significant for
new packaging and labeling initiatives as it highlights(13).

2.12 BRANDS AND DECISION MAKING

BRAND
A brand is the identity of a specific product, service, or business. A brand can take many
forms, including a name, sign, symbol, color combinations of slogans. The word brand begins
simply as a way to tell one persons cattle from anther by means of a hot iron stamp. A legally
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protected brand name is called a trademark. The word brand has continued to evolve to
encompass identity in effect the personality of a product, company or service.

BRAND AWARENESS
It is a marketing concept that measures consumers knowledge of a brands existence. At
the aggregate (brand) level, it refers to the proportion of consumers who know of the brand.
Brand awareness, In general, means the extent to which a brand associated with a particular
product is documented by potential and existing customers either positively or negatively.
Creation of brand awareness is the primarily goal of advertising at the beginning of any
products life cycle in target markets. In fact, brand awareness has influence on buying behavior
of a buyer. Brand Awareness can be measured by showing a consumer the brand and asking
whether or not they knew of it beforehand. However, in common market research practice a
variety of recognition and recall measures of brand awareness are employed all of which test the
brand names association to a product category cue, this came about because most market
research in the 20 Century was conducted by post or Telephone, actually showing the brand to
consumers usually required more Expansive face-to-face interviews (until web-based interviews
became possible). This had led many textbooks to conceptualize brand awareness simply as its
measure that is, knowledge that the brand is a member of a particular product category.
E.g.SoftDrinks.

BUILDING BRAND AWARENESS THROUGH TRADESHOWS

Since Exhibiting is a powerful extension of your companys advertising, promotions,
public relation and sales functions, that automatically means it is an excellent way to enhance
brand awareness. Learn the three important points to consider as you plan to integrate brand
awareness in to your tradeshow program.

By Susan A
Friedmann
Contributin
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g Author

Branding is a basic marketing concept that is designed to set your products/services
apart from the competition. By using a particular name, phrase, design, symbol or a combination
of these, you can create a unique identity. When choosing a brand name, considering the
following five criteria

1. It should suggest product/service benefits.
2. It should be simple, memorable, and unique.
3. It should fit the image of the company.
4. It should be positive connotations for the target markets/
5. It should be easy to pronounce and to pictorialize
BRAND EQUALITY
It refers to the marketing effects or outcomes that accrue to a product with brand name
compared with brand name compared with those that would accrue if the same product did have
the brand name and, at the root of these marketing effects is consumers knowledge. In other
words, consumers knowledge about a brand makes manufacturers/advertisers respond
differently or adopt appropriately adopt increasingly popular as some marketing researchers have
concluded that brands are one of the most valuable assets that a company has. Brand equity is
one of the factors which can increase the financial value of a brand to the brand owner, although
not the only one.
Brand equity is the positive effect of the brand on the difference between the prices that
the consumer accepts to pay when the brand known compared to the value of the benefit
received.
Brand equity is a multi-dimensional concept and a complex phenomenon, some
dimensions of which have been empirically tested in the literature. Among several brand equity
models in the literature, we have chosen that constructed by Aaker (1991), the most commonly
cited, which is show below. It has been probed in a number of empirical investigations (Eagle
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and Kitchen, 2000; Yoo et al., 2000; Faircloth et al., 2001; Washburn and Plank, 2002), the most
critical parts of which involve the verification of the dimensions on which brand equity is based.
As depicted in the figure, Aaker built his model of brand equity on five dimensions.
Each is briefly reviewed below, together with the related hypotheses which have been separately
tested in the succeeding sections of this study.
Brands vary in the amount of power and value they have in the market place. At the
extreme are brand that are not known by most users. At the other extreme, there are brands for
which buyers have a fairly high degree of brand awareness. (Aaker, 1991, 61) defines brand
awareness as the ability of the potential buyer to recognize and recall that a brand is a member
of a certain product category. According to Keller (2003), brand awareness plays an important
role in consumer decision making by bringing three advantages; these are learning advantages,
consideration advantages, and choice advantages. Customer-based brand quality occurs when the
consumer has a high level of awareness and familiarity with the brand and holds some strong,
favorable, and unique brand associations in memory. Thus, the third hypothesis is as follows:
H3. Brand awareness has a significant direct effect on brand equity. Brand equity has been
measured in a number of ways:
.equalization prize (Swait et al., 1993);
.brand attributes (Lassar et al., 1995);
.price premiums (Aaker,1991);
.stock price analysis (Simon and Sullivan,1990);
.replacement cost (Aaker, 1991);
.brand loyalty analysis (Feldwick, 1996); and
.modeling (Kamakura and Russell, 1993).
An attitudinal brand equity measure was most relevant to this research since we were
concerned with understanding customer-based brand equity. That is , we examined how
consumer perceptions of brand pairings affect their attitudes towards the brand with respect to its
brand equity dimensions. Aakers (1991) five dimensions (brand loyalty, brand awareness,
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perceived quality, brand associations, and other proprietary brand assets) are commonly used to
measure brand equity.
Kellar (1993) conceptualized brand equity using an associative memory model
focused on brand knowledge and involving two components, brand awareness and brand image,
described as set of brand associations. Using this conceptualization of brand equity, the
managers first job is to create and enhanced brand awareness, then builds on this foundation and
craft a salient image composed of a group of positive associations about the brand. The typical
marketing tools used to create brand image include the choice of advertising budgets, message
and media, as well as packaging, pricing and distribution channels. Proper management of these
elements helps to create a level of awareness in the target audience, and careful creative activities
can form a brands identity in the consumers mind- its brand image.
There are several levels of brand awareness depending on the ease with which a
consumer can recall the brand. Consumers exposed to advertising, word, mouth and other
promotions, who they are able to recall the brand only with some kind of cue achieve a low level
of brand awareness, recognition, also call aided recall. Aided recall is insufficient to generate a
consumer choice itself, since the consumer is unable to generate a picture of the brand, a
consumer would have to encounter the brand the brand and recognize it as a potential purchase
choice. The associative memory model would describe the strength of association between the
brand and the situation as relatively weak. However, since the consumer can recognize the brand
when confronted by it, the marketing efforts may still have a positive effect. If consumers make
decisions in the store for a group of products, recognition will be very important in shaping the
purchase of those products.
Brand awareness is an important and sometimes undervalued component of brand
equity. Awareness can affect perception and attitudes, and it drives brand choice and loyalty.
Awareness reflects the salience of the brand in the customers mind. There are many levels of
awareness, including (Aker, 1996b);
Recognition (e.g. Have you heard of Buick loadmaster?)
Recall (e.g. what brands of cars can you recall?)
Top-of-mind (e.g. the first named brand in a recall test)
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Brand extension possibilities: this criterion relates to the brands ability to
diversify by entering markets other than its present ones. There are several measures of such
potentials; for example, the brands existing awareness in markets where it has no presence.
The competitive advantage of a successful brand name is a variable asset for the
firm owning the brand. The value of this advantage is indicating by the money paid by firms that
have acquired consumer package goods with strong brand name. since 1986, there has been a
frenzy of mergers and acquisitions in which brands have played primary roles. Brands are
important to firms because they lead to customer loyalty which in turn ensures demand and
future cash flows. The brand also captures the promotional investment over time. Therefore, it is
not surprising that the primary capital of many businesses is their brands. The notion that a brand
has an equity that exceeds its conventional asset value was developed by financial professionals.
Brand equity has been viewed from a variety of perspectives. The first perspective has used the
concept of brand equity in the context of marketing process. The second perspective is
financially based and views brand equity in terms of the incrementally discounted future cash
flows that would result from a branded product in comparison with the revenue that would occur
if the same product did not have the brand name. The financial approaches estimate the overall
value of a brand for investment purpose (e.g. merger, acquisition, or divestiture).
BRAND IDENTIFY
A product identity, or brand image are typically the attributes one associates with a
brand, how the brand owner wants the consumer to perceive the brand and by extension the
branded company, organization, product or service. The brand owner will seek to bridge the gap
between the brand image and the brand identity. Effective brand image build a connection
between the brand personalities as it is perceived by the target audience and the actual product
service. The brand name should be conceptually on target with the product/service (what the
company stands for). Furthermore, the brand name should be on target with the brand
demographic. Typically, sustainable brand names are easy to remember, transcend trends and
have positive connotations. Brand identity is fundamental to consumer recognition and
symbolizes the brands differentiation from competitors.

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REFERENCE
1. C.R.Kothari, "Research Methodology, methods and techniques". New Age Inetrnational
(p) limited, Publisher, New Delhi, Second edition.
2. Philip Kotler, Marketing Management"
3. Rajeev Batra & David.A.Aaker. Advertisement Management"
4. Aaker, D.A and Keller, K.L. (1990), "Consumer evaluations of brand extenstions
Journal of marketing, Vol. 54 No l, pp.27-41l.
5. Gibson. R. (1990), "The end of the line? Overkill on extensions, wall street journal,
June.
6. Keller, K.L (1993),conceptualizing, measuring and managing customer-based brand
equity, journal of marketing, Vol. 57, January, pp. 1-22.
7. Kotler, P.H (1991), Marketing management, Analysis, Planning, and Control, 8th ed.,
Prentice-Hall. Englewood Cliffs, NJ.
8. Loken. B. and Roeddcr John, D (1993), "Diluting brand beliefs: when do brand
extensions have a negative impact?", Journal of Marketing, Vol. 57, July, pp. 71-84
9. Sharp. B (1993), "Managing brand extension", Journal of Consumer Marketing, Vol. 10
No. 3, pp. 11-17
10. Sullivan, M (1990), "Measuring image spillovers in umbrella branded products. Journal
of Business, Vol. 63, pp. 309-29.
11. Tauber, E.M. (1981). "Brand franchise extension: new product benefits from existing brand
names, Business Horizons, Vol. 24 No. 2, pp 36-41.
12. Measurement and tracking of brand equity in the global marketplace The Pepsi Co
experience Paulette Kish and Dwight R. Riskey Innovation and consumer insights, Frito-
lay, Inc.





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CHAPTER 3
DATA ANALYSIS
AND
INTERPRETATION








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3.1 GRAPHICAL REPRESENTATIONS

TYPE OF FAMILY

INFERENCE
From the chart we can see the 19% of the respondents are joint family. Remaining 81%
of respondent are from nuclear family.
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WHICH ALL PRODUCTS IS PREFERED BY THE CUSTOMER




INFERENCE
From the chart we can see the 32% of the respondents are consuming curry masala
only and 8% are consuming spices only. Remaining 36% of respondent are consuming both
curry masala and spices.
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ANY PROBLEM FACED WHILE USING THE BRANDED CONDIMENTS




INFERENCE
From the chart we can see the12% of the respondents faced problem during the
consumption of branded condiments. Remaining 88% are never faced any problem while using
branded condiments.

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WHICH ARE THE EXISTING BRAND AVALIBLE IN THE SHOP


Which are the existing brands available in the shop
Frequency Percent Valid Percent Cumulative
Percent
Valid
Eastern 64 85.3 85.3 85.3
quality 5 6.7 6.7 92.0
sumans 6 8.0 8.0 100.0
Total 75 100.0 100.0






INFERENCE
From the chart we can see the 85.3% of shop contain Eastern condiment and 8%
contains Sumans condiment. Remaining 6.7% shop contains by Quality condiment.
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CONSUMPTION OF BRANDED CONDIMENTS


using branded condiments
Frequency Percent Valid Percent Cumulative
Percent
Valid
yes 78 78.0 78.0 78.0
no 22 22.0 22.0 100.0
Total 100 100.0 100.0





INFERENCE
From the chart we can see the 78% of people are using branded condiments.
Remaining 22% of people are following traditional condiment making.





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RETAILERS TOP OF MIND AMONG CONDIMENTS
Name the first brand of condiment that comes in your mind
Frequency Percent Valid Percent Cumulative
Percent
Valid
Eastern 69 92.0 92.0 92.0
sumans 6 8.0 8.0 100.0
Total 75 100.0 100.0







INFERENCE
From the chart and table we can see that 92% of retailer top of mind is Eastern
condiment and remaining 8% is for Sumans condiment.

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IS CONDIMENTS SALES IS DECREASING, WHEN COMPARING WITH THE
PREVIOUS YEAR









INFERENCE
From the chart and table we can see that, according to 97.3% of retailers the condiment
sales is not decreasing when compared with the last year.

condiments sales is decreasing,when compering with the previous year
Frequency Percent Valid Percent Cumulative
Percent
Valid
yes 2 2.7 2.7 2.7
no 73 97.3 97.3 100.0
Total 75 100.0 100.0

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WHY CONDIMENTS SALES IS DECREASING












INFERENCE
From the chart and table we can see that, condiments sales decrease due to low quality,
adulteration

Branded condiments sales decrease due to
Frequency Percent Valid Percent Cumulative
Percent
Valid
Low quality 1 1.3 50.0 50.0
Adulteration 1 1.3 50.0 100.0
Total 2 2.7 100.0

Missing System 73 97.3

Total 75 100.0

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AVERAGE SALES PER MONTH OF BRANDED CONDIMENTS


average sale per month of branded condiment
Frequency Percent Valid Percent Cumulative
Percent
Valid
Less than 500 33 44.0 44.0 44.0
upto1000 16 21.3 21.3 65.3
upto 1500 13 17.3 17.3 82.7
above 2000 13 17.3 17.3 100.0
Total 75 100.0 100.0





INFERENCE
From the chart and table we can see that, 44% of retailers selling below 500 rupees and
21.3% selling upto 1000 rupees per month. Condiment sales are not decreasing when compared
with the last year. 17.3% selling.


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2013

TKM INSTITUTE OF MANAGEMENT 48 |P a g e

CONDIMENT GRINDING MILL TYPE

condiment grinding mill type
Frequency Percent Valid Percent Cumulative
Percent
Valid
medium 23 92.0 92.0 92.0
large 2 8.0 8.0 100.0
Total 25 100.0 100.0






INFERENCE
From the chart and table we can see that, 92% of grinding mills are in medium size and
remaining 8% are large in size.


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traditional condiment making
2013

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GRINDING MILLS AVERAGE INCOME EARN PER MONTH


average income earn per month
Frequency Percent Valid Percent Cumulative
Percent
Valid
upto 10000 17 68.0 68.0 68.0
upto15000 6 24.0 24.0 92.0
upto 20000 2 8.0 8.0 100.0
Total 25 100.0 100.0





INFERENCE
From the chart and table we can see that, 68% of grinding mills earn upto 10000 and
24% earn upto 15000. Remaining 8% earn upto 200000 per month.
Perception of customers, retailers and mill owners on the impact of branded condiments over
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2013

TKM INSTITUTE OF MANAGEMENT 50 |P a g e

POTENTIAL CUSTOMERS FOR TRADITIONAL MAKING CONDIMENTS IN MILL
OWNER PERCEPTION

potential customers for traditional condiments
Frequency Percent Valid Percent Cumulative
Percent
Valid
joint family 19 76.0 76.0 76.0
nuclear family 6 24.0 24.0 100.0
Total 25 100.0 100.0







INFERENCE
From the chart and table we can see that, 76% of people are from joint family.
Remaining 24% of people are from nuclear family.

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2013

TKM INSTITUTE OF MANAGEMENT 51 |P a g e

POTENTIAL CUSTOMERS IN NUCLEAR FAMILY FOR TRADITIONAL MAKING
CONDIMENTS IN MILL OWNER PERCEPTION

if nuclear family
Frequency Percent Valid Percent Cumulative
Percent
Valid
only one person is employed 18 72.0 72.0 72.0
2 person is employed
(husband and son)
7 28.0 28.0 100.0
Total 25 100.0 100.0







Perception of customers, retailers and mill owners on the impact of branded condiments over
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2013

TKM INSTITUTE OF MANAGEMENT 52 |P a g e


INFERENCE
From the chart and table we can see that, 72% of consumers are from only one person is
employed. Remaining 24% of consumers are from two person is employed. Both wife &
husband are employed and all members in the family are employed were not depend on grinding
mills, Because of lack in spending the time on it.
WHICH SPICES ARE MOSTLY GRINDING IN MILL

which spices are mostly grinding in mill
Frequency Percent Valid Percent Cumulative
Percent
Valid
chili & coriander 5 20.0 20.0 20.0
chili,coriander,wheat &rice 20 80.0 80.0 100.0
Total 25 100.0 100.0




Perception of customers, retailers and mill owners on the impact of branded condiments over
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2013

TKM INSTITUTE OF MANAGEMENT 53 |P a g e

INFERENCE
From the chart and table we can see that, 80% of mills were grinding chili, coriander,
wheat &rice. Remaining 20% only concentrate in grinding chili and coriander.

MILL OWNERS REALATIONSHIP WITH CUSTOMER

Rate the relaionship with customer,considering all experience with them.
Frequency Percent Valid Percent Cumulative
Percent
Valid
Excellent 2 8.0 8.0 8.0
very good 21 84.0 84.0 92.0
good 2 8.0 8.0 100.0
Total 25 100.0 100.0





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2013

TKM INSTITUTE OF MANAGEMENT 54 |P a g e


INFERENCE
From the chart and table we can see that, 84% of mills owner keep their relationship
very good. Remaining 16% keep excellent and good relationship to the customer.





















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2013

TKM INSTITUTE OF MANAGEMENT 55 |P a g e

3.2 CHI-SQUARE TEST
TO FIND OUT ANY ASSOCIATION BETWEEN TYPE OF FAMILY AND USING
BRANDED CONDIMENTS

Null hypothesis
H0: There is no association between type of family and using branded condiments..
Alternate hypothesis
H1: There is association between type of family and using branded condiments.



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2013

TKM INSTITUTE OF MANAGEMENT 56 |P a g e

INTERPRETATION
The above analysis is to identify the relationship between type of family and using
branded condiments. The analysis shows a Pearson chi-square value of17.612 with significance
of 0.000 which is far below the significant level 0.05. Thus the null hypothesis is rejected that is
there is an association between type of family and using branded condiments.

CHI-SQUARE TEST TO FIND OUT ANY ASSOCIATION BETWEEN TYPE OF
FAMILY AND DEMAND FOR A PARTICULAR BRAND

Null hypothesis
H0: There is no association between type of family and demand for a particular brand.
Alternate hypothesis
H1: There is association between type of family and demand for a particular brand.


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traditional condiment making
2013

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INTERPRETATION
The above analysis is to identify the relationship between type of family and
demanding for a particular brand. The analysis shows a Pearson chi-square value of 9.234 with
significance of 0.002 which is far below the significant level 0.05. Thus the null hypothesis is
rejected that is there is an association between type of family and demand for a particular brand.

CHI-SQUARE TEST TO FIND OUT ANY ASSOCIATION BETWEEN GENDER AND
DEMANDING FOR A PARTICULAR BRAND

Null hypothesis
H0: There is no association between gender and demanding for a particular brand.
Alternate hypothesis
H1: There is association between gender and demanding for a particular brand

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traditional condiment making
2013

TKM INSTITUTE OF MANAGEMENT 58 |P a g e

INTERPRETATION
The above analysis is to identify the relationship between gender and demanding for a
particular brand. The analysis shows a Pearson chi-square value of 5.488 with significance of
0.019 which is far below the significant level 0.05. Thus the null hypothesis is rejected that is
there is an association between gender and demanding for a particular brand.

CHI-SQUARE TEST TO FIND OUT ANY ASSOCIATION BETWEEN GENDER AND
WHICH ALL PRODUCTS IS PREFERED BY THE CUSTOMER
Null hypothesis
H0: There is no association between gender and which product prefers (curry masala, spices or
both).
Alternate hypothesis
H1: There is association between gender and which product prefers (curry masala, spices or
both).

INTERPRETATION
Perception of customers, retailers and mill owners on the impact of branded condiments over
traditional condiment making
2013

TKM INSTITUTE OF MANAGEMENT 59 |P a g e

The above analysis is to identify the relationship between gender and which product
prefers (curry masala, spices or both). The analysis shows a Pearson chi-square value of 37.321
with significance of 0.000 which is far below the significant level 0.05. Thus the null hypothesis
is rejected that is there is an association between gender and which product prefers (curry
masala, spices or both).

CHI-SQUARE TEST TO FIND OUT ANY ASSOCIATION BETWEEN TYPE OF
FAMILY AND WHICH ALL PRODUCTS IS PREFERRED BY THE CUSTOMER
Null hypothesis
H0: There is no association between type of family and which product prefers (curry masala,
spices or both).
Alternate hypothesis
H1: There is association between type of family and which product prefers (curry masala, spices
or both).

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traditional condiment making
2013

TKM INSTITUTE OF MANAGEMENT 60 |P a g e

INTERPRETATION
The above analysis is to identify the relationship between type of family and which
product prefers (curry masala, spices or both). The analysis shows a Pearson chi-square value of
9.935 with significance of 0.007 which is far below the significant level 0.05. Thus the null
hypothesis is rejected that is there is an association between type of family and which product
prefers (curry masala, spices or both).
CHI-SQUARE TEST TO FIND OUT ANY ASSOCIATION BETWEEN TYPE OF
FAMILY AND ANY PROBLEM FACED WHILE USING THE BRANDED
CONDIMENTS
Null hypothesis
H0: There is no association between type of family and any problem faced while using the
branded condiments.
Alternate hypothesis
H1: There is association between type of family and any problem faced while using the branded
condiments.

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2013

TKM INSTITUTE OF MANAGEMENT 61 |P a g e

INTERPRETATION
The above analysis is to identify the relationship between type of family and any
problem faced while using the branded condiments. The analysis shows a Pearson chi-square
value of 46.788 with significance of 0.000 which is far below the significant level 0.05. Thus the
null hypothesis is rejected that is there is an association between type of family and any problem
faced while using the branded condiments.
CHI-SQUARE TEST TO FIND OUT ANY ASSOCIATION BETWEEN DEMAND FOR
PARTICULAR BRAND AND ANY PROBLEM FACED WHILE USING THE
BRANDED CONDIMENTS

Null hypothesis
H0: There is no association between demand for particular brand and any problem faced while
using the branded condiments.
Alternate hypothesis
H1: There is association between demand for particular brand and any problem faced while using
the branded condiments.

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traditional condiment making
2013

TKM INSTITUTE OF MANAGEMENT 62 |P a g e

INTERPRETATION
The above analysis is to identify the relationship between demand for particular brand
and any problem faced while using the branded condiments. The analysis shows a Pearson chi-
square value of 2.993 with significance of 0.084 which is far below the significant level 0.05.
Thus the null hypothesis is accepted that is there is no association between demand for particular
brand and any problem faced while using the branded condiments.

CHI-SQUARE TEST TO FIND OUT ANY ASSOCIATION BETWEEN NUCLEAR
FAMILYAND USING THE BRANDED CONDIMENTS

Null hypothesis
H0: There is no association between nuclear family and using the branded condiments.
Alternate hypothesis
H1: There is association between nuclear family and using the branded condiments.

INTERPRETATION
Perception of customers, retailers and mill owners on the impact of branded condiments over
traditional condiment making
2013

TKM INSTITUTE OF MANAGEMENT 63 |P a g e

The above analysis is to identify the relationship between nuclear family and using the
branded condiments. The analysis shows a Pearson chi-square value of 17.283 with significance
of 0.001which is far below the significant level 0.05. Thus the null hypothesis is rejected that is
there is an association between nuclear family and using the branded condiments.
CHI-SQUARE TEST TO FIND OUT ANY ASSOCIATION BETWEEN NUCLEARAND
WHICH ALL PRODUCTS IS PREFERRED BY THE CUSTOMER
Null hypothesis
H0: There is no association between nuclear family and which all products is preferred by the
customer.
Alternate hypothesis
H1: There is association between nuclear family and which all products is preferred by the
customer


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2013

TKM INSTITUTE OF MANAGEMENT 64 |P a g e

INTERPRETATION
The above analysis is to identify the relationship between nuclear family and which all
products is preferred by the customer. The analysis shows a Pearson chi-square value of 53.080
with significance of 0.000which is far below the significant level 0.05. Thus the null hypothesis
is rejected that is there is an association between nuclear family and which all products is
preferred by the customer.
CHI-SQUARE TEST TO FIND OUT ANY ASSOCIATION BETWEEN NUCLEAR AND
DEMAND FOR PARTICULAR BRAND
Null hypothesis
H0: There is no association between nuclear family and demand for particular brand.
Alternate hypothesis
H1: There is association between nuclear family and demand for particular brand.

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2013

TKM INSTITUTE OF MANAGEMENT 65 |P a g e

INTERPRETATION
The above analysis is to identify the relationship between nuclear family and demand
for particular brand. The analysis shows a Pearson chi-square value of 8.475 with significance of
0.037which is far below the significant level 0.05. Thus the null hypothesis is rejected that is
there is an association between nuclear family and demand for particular brand.
CHI-SQUARE TEST TO FIND OUT ANY ASSOCIATION BETWEEN NUMBER OF
PEOPLE INA FAMILY AND USING BRANDED CONDIMMENTS

Null hypothesis
H0: There is no association between number of people in a family and using branded
condiments
Alternate hypothesis
H1: There is association between number of people in a family and using branded condiments

Perception of customers, retailers and mill owners on the impact of branded condiments over
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2013

TKM INSTITUTE OF MANAGEMENT 66 |P a g e

INTERPRETATION
The above analysis is to identify the relationship between number of people in a family
and using branded condiments. The analysis shows a Pearson chi-square value of 61.477 with
significance of 0.000 which is far below the significant level 0.05. Thus the null hypothesis is
rejected that is there is an association between number of people in a family and using branded
condiments

CHI-SQUARE TEST TO FIND OUT ANY ASSOCIATION BETWEEN AVERAGE
INCOME EARN PER MONTH AND USING BRANDED CONDIMENTS

Null hypothesis
H0: There is no association between average income earn per month and using branded
condiments
Alternate hypothesis
H1: There is association between average income earn per month and using branded condiments

average income earn per month * using branded condiments Crosstabulation
Count
using branded condiments Total
yes No
average income earn per
month
upto 10000 23 0 23
upto15000 25 10 35
upto 20000 16 1 17
upto 25000 7 11 18
above 25000 7 0 7
Total 78 22 100


Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Perception of customers, retailers and mill owners on the impact of branded condiments over
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Pearson Chi-Square 27.961
a
4 .000
Likelihood Ratio 31.839 4 .000
Linear-by-Linear Association 5.373 1 .020
N of Valid Cases 100

a. 3 cells (30.0%) have expected count less than 5. The minimum
expected count is 1.54.

INTERPRETATION
The above analysis is to identify the relationship between average income earn per
month and using branded condiments. The analysis shows a Pearson chi-square value of 27.961
with significance of 0.000 which is far below the significant level 0.05. Thus the null hypothesis
is rejected that is there is an association between average incomes earn per month and using
branded condiments.

CHI-SQUARE TEST TO FIND OUT ANY ASSOCIATION BETWEEN FIRST BRAND
OF CONDIMENT THAT COMES IN MIND OF CUSTOMER AND DEMAND FOR
PARTICULAR BRAND

Null hypothesis
H0: There is no association between first brand of condiment that comes in mind of customer
and demand for particular brand
Alternate hypothesis
H1: There is association between first brand of condiment that comes in mind of customer and
demand for particular brand

Name the first brand of condiment that comes in your mind * demand for
particular brand Crosstabulation
Count
demand for particular brand Total
yes no
Name the first brand of
condiment that comes in
your mind
Eastern 18 67 85
quality 0 7 7
sumans 0 8 8
Perception of customers, retailers and mill owners on the impact of branded condiments over
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TKM INSTITUTE OF MANAGEMENT 68 |P a g e

Total 18 82 100



Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 3.874
a
2 .144
Likelihood Ratio 6.510 2 .039
Linear-by-Linear Association 3.410 1 .065
N of Valid Cases 100

a. 2 cells (33.3%) have expected count less than 5. The minimum
expected count is 1.26.



INTERPRETATION
The above analysis is to identify the relationship between first brand of condiment that
comes in mind of customer and demand for particular brand. The analysis shows a Pearson chi-
square value of 3.874 with significance of 0.144 which is far above the significant level 0.05.
Thus the null hypothesis is accepted that is there is no association between first brand of
condiment that comes in mind of customer and demand for particular brand.

CHI-SQUARE TEST TO FIND OUT ANY ASSOCIATION BETWEEN FIRST BRAND
OF CONDIMENT THAT COMES IN MIND OF CUSTOMER AND WHICH BRAND
PREFERS
Null hypothesis
H0: There is no association between first brand of condiment that comes in mind of customer
and which brand prefer
Alternate hypothesis
H1: There is association between first brand of condiment that comes in mind of customer and
which brand prefer
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TKM INSTITUTE OF MANAGEMENT 69 |P a g e


Name the first brand of condiment that comes in your mind * which brand prefer Crosstabulation
Count
which brand prefer Total
Eastern quality nirapara sumans
Name the first brand of
condiment that comes in
your mind
Eastern 72 8 0 5 85
quality 0 0 7 0 7
sumans 8 0 0 0 8
Total 80 8 7 5 100



Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 101.529
a
6 .000
Likelihood Ratio 53.256 6 .000
Linear-by-Linear Association 1.283 1 .257
N of Valid Cases 100

a. 7 cells (58.3%) have expected count less than 5. The minimum
expected count is .35.


INTERPRETATION
The above analysis is to identify the relationship between first brand of condiment that
comes in mind of customer and which brand prefers. The analysis shows a Pearson chi-square
value of 101.529 with significance of 0.000 which is far below the significant level 0.05. Thus
the null hypothesis is rejected that is there is an association between first brand of condiment that
comes in mind of customer and which brand prefers.




Perception of customers, retailers and mill owners on the impact of branded condiments over
traditional condiment making
2013

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3.3WEIGHTED AVERAGE
3.3.1 WEIGHTED AVERAGE ANALYSIS TO FIND OUT MOST PREFERRED
FACTOR INFLUENCING IN THE BUYING OF CURRY POWDER



INTERPRETATION
Here, from the above table it clearly states that quality has got the maximum influence
in the buying of curry powder with a mean of 6.8684 and Price came as second influencing
factor with a mean value of 5.6184. Easiness to cooking has got third place with a mean value of
4.5395. Promotion came in fourth influencing factor with a mean value of 4.0000. While
relationship has got the least influencing factor followed by quantity and packing respectively.






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3.3.2 WEIGHTED AVERAGE ANALYSIS TO FIND OUT WHY PEOPLE ARE NOT
USING THE BRANDED CONDIMENTS


Descriptive Statistics
N Minimum Maximum Mean Std. Deviation Kurtosis
Statistic Statistic Statistic Statistic Statistic Statistic Std. Error
highpricescore 22 4 7 4.55 1.184 1.250 .953
lowquality 22 5 6 5.77 .429 -.057 .953
lowquantity 22 2 6 2.59 1.297 1.861 .953
poorpacking 22 3 4 3.18 .395 1.250 .953
poorpromotion 22 1 3 1.36 .790 1.250 .953
adulteration 22 1 7 5.77 2.224 1.161 .953
belivescore 21 2 7 4.95 1.465 .859 .972
Valid N (listwise) 21




INTERPRETATION
Here, from the above table it is clearly states that low quality and adulteration has got
the maximum influence in the not buying the branded condiments with a mean of 5.77 and
believe in traditional way of condiments making came in third influencing factor with a mean
value of 4.95. High price has got fourth place with a mean value of 4.55. Poor packing came in
fifth influencing factor with a mean value of 3.18. Poor promotion has got the least influencing
factor followed by low quantity.







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3.3.3 WEIGHTED AVERAGE ANALYSIS TO FIND OUT WHICH IS THE BRAND,
THAT IS GENERALLY PREFER BY RETAILERS FOR THE CUSTOMER
CONDIMENTS


Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
easterncompany 75 4.00 5.00 4.8533 .35616
melam 75 1.00 2.00 1.1333 .34222
quality 75 1.00 5.00 2.9467 1.06407
nirappara 75 2.00 4.00 3.0400 .86117
sumans 75 2.00 5.00 3.2400 .97037
Valid N (listwise) 75




INTERPRETATION
Here, from the above table it is clearly states that Eastern condiments generally
preferred by retailers with a mean of 4.8533 and Sumans condiments is second preferred with
a mean value of 3.2400. Nirappara has got third place with a mean value of 3.0400. While
Melam has got the least prefers followed by quantity respectively.









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3.3.4 WEIGHTED AVERAGE ANALYSIS TO FIND OUT WHICH ARE THE FACTORS
EXPECTED IN CONDIMENTS BY RETAILERS


Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
pricecustomer 75 4.00 6.00 4.7200 .66900
qualitycustomer 75 5.00 6.00 5.7333 .44519
quantitycustomer 75 1.00 3.00 1.2400 .65430
packingcustomer 75 2.00 4.00 2.8267 .55443
promotioncustomer 75 1.00 3.00 2.0933 .49792
easytocookcustomer 75 4.00 6.00 4.6667 .72286
Valid N (listwise) 75




INTERPRETATION
Here, from the above table it clearly states that quality has got the maximum
influencing factor of condiment with a mean of 5.7333 and Price came as second influencing
factor with a mean value of 4.7200. Easiness to cooking has got third place with a mean value of
4.6667. Promotion came in fourth influencing factor with a mean value of 2.0933. While
relationship has got the least influencing factor followed by quantity and packing respectively.








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3.3.5 WEIGHTED AVERAGE ANALYSIS TO FIND OUT WHICH FACTORS
CONSUMERS EXPECT IN CONDIMENTS IN RETAILERS PERCEPTION


Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
priceretail 75 3.00 6.00 4.6800 .71961
qualityretail 75 5.00 6.00 5.9333 .25112
quantityretail 75 2.00 3.00 2.9200 .27312
packingretail 75 3.00 5.00 4.1467 .45599
marginretail 75 1.00 2.00 1.9200 .27312
relationretail 75 1.00 5.00 1.2400 .86743
Valid N (listwise) 75



INTERPRETATION
Here, from the above table it clearly states that quality has got the maximum influence
in the buying of condiments with a mean of 5.9333 and Price came as second influencing factor
with a mean value of 4.6800. Packing has got third place with a mean value of 4.1467.While
relationship has got the least influencing factor followed by easiness to cooking and quantity
respectively.









Perception of customers, retailers and mill owners on the impact of branded condiments over
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2013

TKM INSTITUTE OF MANAGEMENT 75 |P a g e

3.3.6 WEIGHTED AVERAGE ANALYSIS TO FIND OUT WHICH FACTORS
CONSUMERS EXPECT IN CONDIMENTS IN MILL OWNERS PERCEPTION


Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
pricegrinding 25 1.00 5.00 3.0400 1.39881
qualitygrinding 25 4.00 5.00 4.6400 .48990
quantitygrinding 25 1.00 4.00 1.7600 1.26754
adulterationgrinding 25 2.00 5.00 3.4000 1.00000
believegrinding 25 1.00 3.00 2.1600 .55377
Valid N (listwise) 25




INTERPRETATION
Here, from the above table it clearly states that quality has got the maximum influence
in the buying of condiments with a mean of 4.6400 and low adulteration came as second
influencing factor with a mean value of 3.4000. Price has got third place with a mean value of
3.0400.While quantity has got the least influencing factor followed by believe in traditional way
of condiment making respectively.









Perception of customers, retailers and mill owners on the impact of branded condiments over
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2013

TKM INSTITUTE OF MANAGEMENT 76 |P a g e

3.4 INDEPENDENT SAMPLE T-TEST
3.4.1 INDEPENDENT SAMPLE T-TEST TO FIND OUT THE DIFFERENCE IN
RANKING BETWEEN MALES AND FEMALES

Null hypothesis
H0: There is no significant difference in ranking between males and females.
Alternate hypothesis
H1: There is significant difference in ranking between males and females.




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INTERPRETATION
From the given analysis the significant value for quality, price, quantity, packing
and easiness to cook is less than 0.05. Thus the null hypothesis is rejected, there is significant
difference in ranking of quality, price, quantity, packing and easiness to cook based on gender.






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2013

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3.4.2 INDEPENDENT SAMPLE T-TEST TO FIND OUT THE DIFFERENCE IN
RANKING OF MOST PREFERRED FACTOR TO USE BRANDED CONDIMENTS
BETWEEN JOINT FAMILY AND NUCLEAR FAMILY

Null hypothesis
H0: There is no significant difference in ranking between joint family and nuclear family.
Alternate hypothesis
H1: There is significant difference in ranking between joint family and nuclear family.







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2013

TKM INSTITUTE OF MANAGEMENT 79 |P a g e



INTERPRETATION
From the given analysis the significant value for packing and easiness to cook is
less than 0.05. Hence the null hypothesis is rejected, there is significant difference in ranking of
packing and easiness to cook based on type of family. And the rest that is price and quality have
a greater value than significant value so far them the null hypothesis is accepted, that means
there is no significant difference in ranking of quality and price based on type of family.






Perception of customers, retailers and mill owners on the impact of branded condiments over
traditional condiment making
2013

TKM INSTITUTE OF MANAGEMENT 80 |P a g e

3.4.3 INDEPENDENT SAMPLE T-TEST TO FIND OUT THE DIFFERENCE IN
RANKING MOST PREFERRED FACTOR TO NOT USE BRANDED CONDIMENTS
BETWEEN JOINT FAMILY AND NUCLEAR FAMILY

Null hypothesis
H0: There is no significant difference in ranking between joint family and nuclear family.
Alternate hypothesis
H1: There is significant difference in ranking between joint family and nuclear family.


Group Statistics

family is a N Mean Std. Deviation Std. Error Mean
highpricescore
joint family 11 4.82 1.401 .423
nuclear family 11 4.27 .905 .273
lowquality
joint family 11 5.82 .405 .122
nuclear family 11 5.73 .467 .141
lowquantity
joint family 11 2.91 1.578 .476
nuclear family 11 2.27 .905 .273
poorpacking
joint family 11 3.27 .467 .141
nuclear family 11 3.09 .302 .091
poorpromotion
joint family 11 1.55 .934 .282
nuclear family 11 1.18 .603 .182
adulteration
joint family 11 5.36 2.618 .789
nuclear family 11 6.18 1.779 .536
belivescore
joint family 10 4.60 1.506 .476
nuclear family 11 5.27 1.421 .428





Perception of customers, retailers and mill owners on the impact of branded condiments over
traditional condiment making
2013

TKM INSTITUTE OF MANAGEMENT 81 |P a g e




INTERPRETATION
From the given analysis the significant value for high price, low quality, low
quantity poor packing, poor promotion, adulteration, believe in traditional way of condiment
making is above than 0.05. Hence the null hypothesis is accepted, there is no significant
difference in ranking between joint family and nuclear family.




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3.5 ANOVA
3.5.1 ANOVA ANALYSIS TO FIND OUT IF THERE IS ANY SIGNIFICANT
DIFFERENCE IN RANKING OF FACTOR INFLUENCING IN BUYING OF BRANDED
CONDIMENTS BASED ON PREFERENCE OF PRODUCT (CURRY MASALA,
SPICES).

Null hypothesis
H0: There is no significant difference in ranking of factor influencing in buying of branded
condiments based on preference of product (curry masala, spices).
Alternate hypothesis
H1: There is significant difference in ranking of factor influencing in buying of branded
condiments based on preference of product (curry masala, spices).



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INTERPRETATION
The analysis reveals that significant level of quality, price, quantity, packing and
easiness to cook is less than 0.05. So the null hypothesis is rejected i.e.; there is significant
difference in ranking of factor influencing in buying of branded condiments based on preference
of product.




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3.5.2 ANOVA ANALYSIS TO FIND OUT IF THERE IS ANY SIGNIFICANT
DIFFERENCE IN RANKING MOST INFLUENCING FACTOR FOR NOT USING
BRANDED CONDIMENTS BASED ON NUCLEAR FAMILY

Null hypothesis
H0: There is no significant difference in ranking most influencing factor for not using branded
condiments based on nuclear family.
Alternate hypothesis
H1: There is significant difference in ranking most influencing factor for not using branded
condiments based on nuclear family.



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ANOVA
Sum of Squares df Mean Square F Sig.
highpricescore
Between Groups .316 2 .158 .106 .900
Within Groups 14.914 10 1.491

Total 15.231 12

lowquality
Between Groups .141 2 .070 .268 .771
Within Groups 2.629 10 .263

Total 2.769 12

lowquantity
Between Groups .716 2 .358 .175 .842
Within Groups 20.514 10 2.051

Total 21.231 12

poorpacking
Between Groups .035 2 .018 .106 .900
Within Groups 1.657 10 .166

Total 1.692 12

poorpromotion
Between Groups .141 2 .070 .106 .900
Within Groups 6.629 10 .663

Total 6.769 12

adulteration
Between Groups 1.266 2 .633 .133 .877
Within Groups 47.657 10 4.766

Total 48.923 12

belivescore
Between Groups .393 2 .196 .089 .916
Within Groups 19.857 9 2.206

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Total 20.250 11


INTERPRETATION
The analysis reveals that significant level of low quality, high price, low quantity,
poor promotion, adulteration and believe in traditional way of condiment making is above than
0.05. So the null hypothesis is accepted i.e.; there is no significant difference in ranking most
influencing factor for not using branded condiments based on type of nuclear family.



















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3.5.3 ANOVA ANALYSIS TO FIND OUT IF THERE IS ANY SIGNIFICANT
DIFFERENCE IN RANKING MOST INFLUENCING FACTOR FOR SELLING
BRANDED CONDIMENTS BASED ON EXISTING BRANDED CONDIMENTS
AVAILABLE IN THE SHOP

Null hypothesis
H0: There is no significant difference in ranking most influencing factor for selling branded
condiments based on existing branded condiments available in the shop.
Alternate hypothesis
H1: There is significant difference in ranking most influencing factor for selling branded
condiments based on existing branded condiments available in the shop.



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ANOVA
Sum of Squares df Mean Square F Sig.
Imporatants of price factor in
the curry powder
Between Groups 9.383 2 4.691 11.672 .000
Within Groups 28.938 72 .402

Total 38.320 74

Importants of quality factor in
the curry powder
Between Groups 4.667 2 2.333 . .
Within Groups .000 72 .000

Total 4.667 74

importants of quantity factor
in the curry powder
Between Groups 5.520 2 2.760 . .
Within Groups .000 72 .000

Total 5.520 74

importants of packing in the
curry powder
Between Groups 2.949 2 1.475 8.536 .000
Within Groups 12.437 72 .173

Total 15.387 74

importance of margin in the
curry powder
Between Groups 5.520 2 2.760 . .
Within Groups .000 72 .000

Total 5.520 74

importance of relationship
factor
Between Groups 49.680 2 24.840 298.080 .000
Within Groups 6.000 72 .083

Total 55.680 74




INTERPRETATION
The analysis reveals that significant level of packing, price, relationship is far below
than 0.05. So the null hypothesis is rejected i.e.; there is significant difference in ranking most
influencing factor for selling branded condiments based on existing branded condiments
available in the shop.




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3.5.4 ANOVA ANALYSIS TO FIND OUT IF THERE IS ANY SIGNIFICANT
DIFFERENCE IN RANKING MOST INFLUENCING FACTORS PREFERRED BY
CUSTOMERS (FROM RETAILERS PERSPECTIVE) ON EXISTING BRANDED
CONDIMENTS AVAILABLE IN THE SHOP

Null hypothesis
H0: There is no significant difference in ranking most influencing factor, customers expect in
condiments in retailers perception on existing branded condiments available in the shop.
Alternate hypothesis
H1: There is significant difference in ranking most influencing factor, customers expect in
condiments in retailers perception on existing branded condiments available in the shop.


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ANOVA
Sum of Squares df Mean Square F Sig.
customer using branded
condiments,because of price
Between Groups .683 2 .341 .757 .473
Within Groups 32.438 72 .451

Total 33.120 74

customer using branded
condiments,because of
quality
Between Groups .917 2 .458 2.400 .098
Within Groups 13.750 72 .191

Total 14.667 74

customer using branded
condiments,because of
quantity
Between Groups 3.930 2 1.965 5.098 .008
Within Groups 27.750 72 .385

Total 31.680 74

customer using branded
condiments,because of
packing
Between Groups 3.247 2 1.623 5.994 .004
Within Groups 19.500 72 .271

Total 22.747 74

customer using branded
condiments,because of
promotion
Between Groups .112 2 .056 .222 .802
Within Groups 18.234 72 .253

Total 18.347 74

customer using branded
condiments,because of easy
to cook
Between Groups 2.917 2 1.458 2.937 .059
Within Groups 35.750 72 .497

Total 38.667 74



INTERPRETATION
The analysis reveals that significant level of packing, quantity is far below than 0.05.
So the null hypothesis is rejected i.e.; there is significant difference in ranking of packing,
quantity is the most influencing factor for selling branded condiments based on existing branded
condiments available in the shop. The significant level of price, quality, promotion, easiness to
cook is above than 0.05. So the null hypothesis is accepted i.e.; there is no significant difference
in ranking of price, quality, promotion, easiness to cook is the influencing factor for selling
branded condiments based on existing branded condiments available in the shop.




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3.5.5 ANOVA ANALYSIS TO FIND OUT IF THERE IS ANY SIGNIFICANT
DIFFERENCE IN RANKING MOST INFLUENCING FACTORS, CUSTOMERS
EXPECT IN TRADITIONAL CONDIMENT MAKING IN MILL OWNERS
PERCEPTION ON NUCLEAR FAMILY

Null hypothesis
H0: There is no significant difference in ranking most influencing factor, customers expect in
condiments in mill owners perception on nuclear family.
Alternate hypothesis
H1: There is significant difference in ranking most influencing factor, customers expect in
condiments in mill owners perception on nuclear family.


ANOVA
Sum of Squares df Mean Square F Sig.
pricegrinding
Between Groups 1.468 1 1.468 .742 .398
Within Groups 45.492 23 1.978

Total 46.960 24

qualitygrinding
Between Groups 1.260 1 1.260 6.440 .018
Within Groups 4.500 23 .196

Total 5.760 24

quantitygrinding
Between Groups 5.616 1 5.616 3.920 .060
Within Groups 32.944 23 1.432

Total 38.560 24

adulterationgrinding
Between Groups .127 1 .127 .122 .730
Within Groups 23.873 23 1.038

Total 24.000 24

believegrinding
Between Groups .154 1 .154 .490 .491
Within Groups 7.206 23 .313

Total 7.360 24




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INTERPRETATION
The analysis reveals that significant level of quantity is far below than 0.05. So the
null hypothesis is rejected i.e.; there is significant difference in ranking of quantity is the most
influencing factor for traditional making condiments based on nuclear family. The significant
level except quantity is above than 0.05. So the null hypothesis is accepted i.e.; there is no
significant difference in ranking is the influencing factor for traditional making condiments
based on nuclear family.


















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3.5.6 ANOVA ANALYSIS TO FIND OUT IF THERE IS ANY SIGNIFICANT
DIFFERENCE IN RANKING MOST INFLUENCING FACTORS, CUSTOMERS
EXPECT IN TRADITIONAL CONDIMENT MAKING IN MILL OWNERS
PERCEPTION ON POTENTIAL CUSTOMERS
Null hypothesis
H0: There is no significant difference in ranking most influencing factor, customers expect in
condiments in mill owners perception on potential customer.
Alternate hypothesis
H1: There is significant difference in ranking most influencing factor customers expect in
condiments in mill owners perception on potential customer.
ANOVA
Sum of Squares df Mean Square F Sig.
pricegrinding
Between Groups 1.100 1 1.100 .552 .465
Within Groups 45.860 23 1.994

Total 46.960 24

qualitygrinding
Between Groups .006 1 .006 .022 .882
Within Groups 5.754 23 .250

Total 5.760 24

quantitygrinding
Between Groups 2.595 1 2.595 1.660 .210
Within Groups 35.965 23 1.564

Total 38.560 24

adulterationgrinding
Between Groups .035 1 .035 .034 .856
Within Groups 23.965 23 1.042

Total 24.000 24

believegrinding
Between Groups .202 1 .202 .649 .429
Within Groups 7.158 23 .311

Total 7.360 24


INTERPRETATION
The analysis reveals that significant level of Price, quality, quantity, low
adulteration, believe in traditional condiment making is above than 0.05. So the null hypothesis
is accepted i.e.; there is no significant difference in ranking is the influencing factor for
traditional making condiments based on potential customer.
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CHAPTER 4
FINDINGS AND
SUGGESTION



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4.1FINDINGS
1. There is no decrease for branded condiments consumption due to traditional condiment
making.
Sales of condiment are not decrease with comparing to the previous year.
2. Weighted average reveals that quality is the major influencing factor of buying
condiments and Price, Easiness to cooking, Promotion, quantity, relationship, packing
comes respectively.
The ranking are;
1- Quality
2- Price
3- Easiness to cooking
4- Promotion
5- Packing
6- Quantity
7- Relationship to the customer
3. As per the survey conducted among customers and retailers, the result revels that Eastern
is the most preferred branded condiment.
4. Few customers are hesitating to buy branded condiment due to low quality.
The ranking are;
1- Quality
2- low adulteration
3- low Price
4- high quantity
5. Few customers are switching from branded condiments to traditional making condiments
due to quality and adulteration. Weighted average reveals
.The ranking are;
1- low quality and adulteration
2- believe in traditional way of condiments making
3- High price
4- Poor packing
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5- Poor promotion
6- low quantity
6. There is significant difference in ranking of quality, price, quantity, packing and easiness
to cook based on gender and type of family.
7. There is no significant difference in ranking between joint family and nuclear family.
8. There is significant difference in ranking of factor influencing in buying of branded
condiments based on preference of product.
9. There is no significant difference in ranking most influencing factor for not using
branded condiments based on type of nuclear family.
10. There is significant difference in ranking most influencing factor for selling branded
condiments based on existing branded condiments available in the shop.
11. There is no significant difference in ranking most influencing factor for traditional
making condiments based on potential customer.















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4.2 SUGGESTIONS
1. Customers hesitate to buy branded condiments because they think that the product is
adulterated. To overcome this issue they should start promoting their products claiming
that they follow quality standards.
2. They can make their process transparent by coming up with advertisement showing their
manufacturing process, so it can build customer trust.
3. Introduction of more advertisement will surely boost the reach of the brand deeper into
the masses. The major share should be through retail shops, advertising in womens
magazines, television, thereby they can acquire more customers
4. Give more important to quality and low adulteration, highlight it on advertisement and
other promotion
5. Give more campaign to the product promotions like giving more quantities, offers and
discounts and quality product and thereby we can get satisfied customers.
6. Increase companys product supply to rural areas to increase the sales since the majority
of rural households were using local brands because they were not aware about branded
products.
7. Provide retailers with attractive incentives to initiate them to provide retailer preference
advantage to compare competitors products; now Eastern has got less margin for
retailers. Make distribution more flexible so that local shops will get Eastern products
too. Eastern has got direct distribution from the factory itself so there would be not access
for local or rural shops.






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CHAPTER 5
CONCLUSION









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5. CONCLUSION

Within the past one decade, the international trade in spices has grown by leaps
and bounds. As estimated 500.000 tone of spice and herbs values 1500 million US dollars are
now imported globally every year. An impressive 46% of this supply comes from India. Indias
exports and spice extracts have made spectacular growth attaining over 50% of the global market
within a short span. This remarkable achievement is boon of a sea change in the industry
scenario.
At present India produce around 2.5 million tones of different spice valued at
approximately 3 million US dollar, and hold the premier position in the world. Because of the
varying climate suitable for the spice cultivation almost all spices are grown in this country. In
almost all spices are grown in this country. In almost all the 28 states and six union territories of
India, at least one spice is grown in abundance. No country in the world produces as much
variety of spices as India.
There are many factors influencing in the buying of branded condiments. It can range from
Price, Easiness to cooking, Promotion, quantity, relationship and packing. Quality is the major
influencing factor of buying branded condiments. Some customers are hesitating to buy branded
condiments due to low quality. The Customers and retailers most preferred brand is Eastern
condiment. Eastern has good brand image, so they can make their process transparent by way of
advertisements portraying their manufacturing process in detail. This help to build customer
trust.









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BIBLIOGRAPHY
Books:-
Ailawadi, K. L., Pauwels, K., & Steenkamp, J.-B. E. M. (2008). Private label use and
store loyalty. Journal of Marketing, 72(6),
Baltas, G. (1997). Determinants of store brand choice: A behavioral analysis. Journal of
Product and Brand Management, 6.
Corstjens, M., & Lal, R. (2000). Building store loyalty through store brands. Journal of
Marketing Research
Gates, R., & Solomon, P. J. (1982). Research using the mall intercept: State of the art.
Journal of Advertising Research
K.Rajeshwari, M.Jayalakshmi, T. Paleneeswari, (2010), Research Methodology for
Researchers in Commerce and Management, Himalaya publishing House
Kumar, N., & Steenkamp, J.-B. E. M. (2007). Brand versus brand. International
Commerce Review,
Nick Lee, Ian Lings, (2010), Doing Business Research, Sage Publication India Pvt.Ltd.
Philip kotler, Kevin lane Keller, Abraham Koshy, Mithileshwar jha, Marketing
Management, 13
th
edition,Pearson One
Rao, A. R., & Monroe, K. B. (1989). The effect of price, brand name, and store name on
buyers' perceptions of product quality: An integrative review. Journal of Marketing
Research
Uma sekaran(2010), Research Methods for Business Wiley India, 4
th
edition.
William.G, Zikmund, (2007), Business Research Methods, Akash Press, Delhi.
WEBSITES
Company profile. Retrieved from www.eastern.in
Retrieved from https://search.proquest.com/business/?accountid=145066
http://en.wikipedia.org/
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APPENDIX-QUESTIONNAIRE
Customers questionnaire
Dear Sir/Madam,
I am the student of TKM institute of Management, Kollam and presently doing a project on
Impact of branded condiments over traditional condiment making. I request you to kindly fill the
questionnaire below and assure you that the data generated shall be kept confidential.

Name:________________________________________
Gender : Male Female
How many people are in your family?
--------------------------------------------------
Address : _____________________________________
__ ___________________________________
Phone: _____________________________________

1. What is the average income earned per month?
Less than 5000 upto 10000 upto15000 upto
20000 upto 25000 above 25000

2. Your family is a?
Joint family Nuclear Family
3. If nuclear family ,specify
Husband and wife are employed only one person is employed
Two people are employed (father & son) All are employed
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4. Name the first brand of condiment that comes in your mind?
Eastern Melam Quality Nirapara
Sumans
5. Are you using branded condiment?
Yes No
If yes,
6. Why using branded condiment? According to the preference Rank it.
Price Quality Quantity Packaging
Promotion Easy to cook
7. If no, why you are not using branded condiment? According to the preference Rank it.
High Price Low quality Low Quantity Poor Packaging
Poor promotion Adulteration Believe in traditional way of making
8. If yes, for the question5
9. Which product you prefer?
Curry masala spices both
10. If you are prefer only one product, why?
______________________________________________________________________________
________________________________________________________________________
11. Did you demand for particular brand condiment product in the shop?
Yes No
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12. If yes (specify)
_____________________________________________________________________________
13. If yes, which brand you prefer?

14. If no, which brand shop keeper prefer?
_____________________________________________________________________________
15. Any problems you faced while using branded condiment?
Yes No

14. If you are using the traditional condiment method? Why you are following the technique?

__________________________________________________________________________________

15. Comments/suggestion (if any)..
______________________________________________________________________________
______________________________________________________________________________
_____________________________________________________________________

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Retailers questionnaire
Dear Sir/Madam,
I am the student of TKM institute of Management, Kollam and presently doing a project on
Impact of branded condiments over traditional condiment making. I request you to kindly fill the
questionnaire below and assure you that the data generated shall be kept confidential.

Shop owners name: __________________________________
Shop name :__________________________________________
Shop type : Kirana stores Medium stores super market
Adress :_____________________________________________
Phone:_______________________________________________

1. Which are the existing brands of condiment available in your shop?
Eastern Melam Quality Nirapara
Sumans
2. Name the first brand of condiment that comes in your mind?
Eastern Melam Quality Nirapara
Sumans
3. Which qualities do you expect in curry powder? According to the preference Rank it.
Price Quality Quantity Packaging
Margin
4. Which brand you prefer to the customer? According to the preference Rank it.
Eastern Melam Quality Nirapara
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Sumans
5. Why customer using branded condiment? According to the preference Rank it.
Price Quality Quantity Packaging
Promotion Easy to cook
6. Did you think that branded condiment sale is decreasing, when comparing with the previous
year?
Yes No
7. If yes, why
High price Low Quality Low Quantity Poor Packaging
Poor Promotion Believe in traditional way of making
Adulteration
8. What is the average sale per month of branded condiment?
Less than 500 upto 1000 upto1500 above20000
9. Comments/suggestion (if any)..
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
____________




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Mill owners questionnaire
Dear Sir/Madam,
I am the student of TKM institute of Management, Kollam and presently doing a project on
Impact of branded condiments over traditional condiment making. I request you to kindly fill the
questionnaire below and assure you that the data generated shall be kept confidential.

Shop owners name: __________________________________
Gender : Male Female
Shop name: __________________________________________
Address :____________________________________________
____________________________________________
Phone: _____________________________________________

1. Condiment Grinding mill type : small Medium large
2. Which are the potential customers for Traditional condiment making product?
Hotel Joint family Nuclear family
3. If nuclear family, specify
Husband and wife are employed only one person is employed
Two people are employed (father & son) All are employed
4. What is the age of potential customers?
20-35 35-50 50-65 above65
5. Why customers prefer Traditional grinding condiment? According to the preference Rank it.
Price Quality Quantity Low adulteration
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Believe in traditional way of making
6. What is the average income earned per month?
Less than 5000 upto 10000 upto15000
upto 20000 above 25000
7. Which spices are mostly grinding in your mill?
Chili Coriander Cumin
Turmeric
8. Which occasion people come more on grinding mill?
Onam Christmas Ramzan Easter
9. How much is the fare for grinding the product?
Chili -____________
Coriander -____________
Cumin -____________
Turmeric -____________

10. How would you rate your relationship with customer, considering all of your experience with
them? Would you say it is?
Excellent Very good Good Fair Poor
11. Comments/suggestion (if any)..
______________________________________________________________________________
______________________________________________________________________________
_____________________________________________________________________