A

PROJECT REPORT
ON
A STUDY ON RETAILERS BEHAVIOUR
IN PUNE WITH SPECIAL REFEANCE TO
JAIN SPICES AND AGRO PRODUCT
A Project report submitted in Partial Fulfillment of award of MBA Degree

SUBMITTED TO
SOLAPUR UNIVERSITY, SOLAPUR
For The Award Of Degree Of
Master Of Business Administration

SUBMITTED BY:
MISS. SWATI VISHNU LANDAGE
PROJECT GUIDE:
Mr. ABHISHEK KHADTARE SIR
(BE, MBA)


SINGHGAD INSTITUTE OF BUSINESS
MANAGEMENT
KAMLAPUR
UNDERTAKING

I hear by declare that the project entitled ROLE OF SALES PROMOTION IN FMCG
completed by me has not previously formed the basis for the award of any Degree or Diploma.





Place: Kamlapur

Date:

(Swati V. Landge)











ACKNOWLEDGEMENT

I would like to offer my sincere thankfulness to Mr. Deepak Salve Sir & all team member of, for
providing me the opportunity and extending their valuable guidance and help during my training
period at Jain Spices and agro product Br. Pune
My heartfelt and sincere thankfulness and gratitude goes out for project guide Prof.Abhishek
khadtare, who was always available to provide me with her valuable guidance and the light of
inspiration & motivation for the completion of my project report.
I also like to extend my special thanks to Dr. Anita. S. Mane Director & all teachers of SIBM,
Kamlapur for providing me the opportunity to undertake this training, my friends, my family
members for their kind assistance and encouragement.
And also thanks to all them without whom I could not have undertaken & completed my project.
The above mentioned persons and all other have been responsible in a big way in my endeavor
for the successful accomplishment of this task.

Place: Kamlapur

Date:

(Swati V. Landge

INDEX

Sr.
No
.
TOPICS Page
No.
1.
Introduction

1.1
About the study

1.2
Objective of study

1.3 Significance

1.4 Research methodology

1.5 Scope & limitations of study

2.
Organization profile

3.
Sales promotion strategies

4.
Data analysis & interpretation

5.
Finding, suggestions & conclusion

6.
Bibliography

7.
Annexure: Questionnaire




LIST OF TABLES
TABLE
NO.
PARTICULERS Page
No.
4.1
Experience of Retailer in this business

4.2
Available Pickles Brands in shop

4.3
Frequency of ordering Ravi Pickles.

4.4
Potential customers for Ravi Pickles product

4.5
Packaging of Ravi Pickles

4.6
Parameter expect from Ravi Pickles.

4.7
Importance of advertising For Ravi Pickles

4.8
Relationship of retailers with company

4.9
Distributor service

4.10
Awareness of retailer about Ravi Pickles

4.11




LIST OF GRAPHS
TABLE
NO.
PARTICULERS Page
No.
4.1
Experience of Retailer in this business

4.2
Available Pickles Brands in shop

4.3
Frequency of ordering Ravi Pickles.

4.4
Potential customers for Ravi Pickles product

4.5
Packaging of Ravi Pickles

4.6 Parameter expect from Ravi Pickles.
7.4
Importance of advertising For Ravi Pickles

8.4
Relationship of retailers with company

4.9
Distributor service

4.10
Awareness of retailer about Ravi Pickles

4.11








Introduction





1.1 Introduction of the study:-
Retail has the quickest cycle time from idea, to implementation, assessment and refinement of
any industry. This concept of organized retail marketing has caught on like lightning. It creates a
distribution network that cuts out various intermediary costs and creates a much smoother
interface between manufacturer and customer .This organized network which bridges the
distance between the manufacturer and the consumer has seen many of the worlds leading
entrepreneurs successfully walk down a particularly profitable road.

Retailing has now become a key growth area. There has been an attitude change in the way the
Indian consumer thinks about shopping. What, where and how they buy is now the big question.
Over the last decade, there has been a significant evolution in his psyche, a change that has
been carefully recorded and documented by behavioral pundits.

Retailing can be defined as the buying and selling of goods and services. It can also be defined as
the timely delivery of goods and services demanded by consumers at prices that are competitive
and affordable.The sale of goods or commodities in small quantities directly to consumers. Of,
relating to, engaged in the sale of goods or commodities at retail. It also means to sell in small
quantities directly to consumers.










1.2 Objectives of Study
To find out the expectations of dealers and retailers from the Jain Spices and Agro
Product.
To identify major competitors operating in Pune City.
To find the Availability for the Pickles for Jain Spices And Agro Product.

1.3 Significance of Study
The research project has been done on the retailers behavior towards Ravis product, in Pune.
With the help of this project company can understand satisfaction level of their retailers about
the companies product.

1.4 Research Methodology:
Research methodology is way to systematically solve the research objective. It may be
understood as a science of studying how research is done sciencetifically. we can say that
research methodology has many dimensions and research constitute a part of research
methodology.
The study of research methodology gives the researcher the necessary guidance in gathering
material and arranging or participation tool.
1.4.1 Methodology Details:
To study and find out the maximum that we can get from the company about the procedure of
Jain spices and agro product, Aurangabad. We need a research design a plan in advance of data
collection & analysis for our research project.
The Study is Exploratory & Descriptive in nature
Research Type: - Surrey Method

1.4.2 Sources Of Data:-
1. Primary data:-
Primary data are the actual information which is received by the researcher for study from actual
field of research. This data are obtained by means of questionnaire and schedules. The Primary
data are facts there are many more method of collecting the primary data. Such data are known
as primary because the researcher attains them from field of research directly and for the first
time. Primary data are collected from retailers distributors, observation & by questionnaire.

2. Secondary data:-
Secondary data is the information, which is attained indirectly. The researcher does not attain
them himself or directly. Such data are attained generally from published and unpublished
material.
Secondary data are gathered from information collected from the individuals and institutions
through letters survey documents. There are mainly two sources of generation of data namely-
1. Personal documents such as diaries, Note Book etc.
2. Project reports.
3. Websites
4. Books

1.4.3 Sampling Procedure
a) Sample size: - 100 retailers
b) Sampling technique:-
Researcher has used proportionate Convenience sampling technique to select the respondents for
the study.
c) Sampling Area: - Pune

1.4.4 Methods & Instruments Of Data Gathering:
There are various types of tools of primary data collection some of them are which researcher
has used for the study are as bellow.
Questionnaire:-
Researcher has made 13 questions for the study on retailers behavior and according to those
questions researcher has collected the data.
Observation method:-
Data are collected by observing the retailers shop in 50 days.


1.4.5 Stastical tool of analysis:
Researcher has used tools for the analysis are-
1. Excel work sheets.
2. Table.
3. Percent analysis etc.
1.5 Scope of Study
The study made and data collected is useful for the future planning of the Company
The study is important for the organization in tuning the companys strategies as per local
market expectation.
The study is helpful to the organization for to understanding current market situation,
strategy and policies adopted by competitor.

1.6 Limitations of the Study

The correctness of information provided by the respondents in the personal data could not
be established.
The responses from the respondents could not be correct due to unawareness of the
market.
The perception of the respondents are differ in nature, it means the responses of the
respondents are very difficult task to analyze and will giving the right decisions
Market trend of Pune as all the shops were closed between 2:00pm to 4:00pm for lunch
and after 5:00pm they dont entertain











Organizational Profile
















2.1 Abut the company
Establishment Year : 1987
Firm Type : Partnership
Nature of Business : Manufacturer
Bankers : State Bank Of Hyderabad
Level to Expand : International
Address : Plot no, p 37, service industry, cidco Aurangabad
Web-site : www.ravimasale.com

2.2 About the Ravi Masale:

Our brand RAVI MASALE is in existence from 1981 catering to the need of lakhs of
consumers in Maharashtra, Karnataka, Andhra Pradesh & North India
Our products are sold under the brand name RAVI MASALE our products, quality, &
service gives satisfaction to the consumer
Our motto is to serve good quality & satisfaction of our consumer as we are having a
wide range of pickles which are sold in tones throughout the year
Our some of the branded AGMARK products are CHILLI POWDER, CORIENDER
POWDER, and TURMERIC POWDER which are in great acceptance by the consumer

2.3: Different Department Of Organization:
Jain spices and agro product is a very big company in Aurangabad district. It is having various
functional departments for smooth and systematic working those department are
Sales Department.
Accountant Department.
Production Department.
Inventory Management.

2.4 Organization Chart:


Founder


Managing Director




HR Accountant Production Safety officer
Manager Manager


Assistant Officers Chemical Engineer
HR Manager


Executive Executive Supervisor.


2.5 Current Status Of Organization:-
Accident Insurance:-
The accident insurance of Employees and Labor has been insured to the United India Insurance
Company Ltd, Branch-Aurangabad.
Roads & Site Development:-
All roads from main gate to company warehouse and other internal roads have been developing.
Computerization:-
For getting technical efficiency, the office is totally computerized. For making bills of payments
as well as keep daily reports of production, company has internet facility.
Employee Welfare:-
If any Employee dies in an accident while performing his job. Then Organization will be given
an accident insurance of Rs.6, 00,000 to 8, 00,000 as per the workman composition.
Management & Employee Relationship:-
All employees including Officers, Staff members and Labors are responsible for the growth of
the company to maintain good relationship between Management and Other Employees.








2.6 Future Plan Of Organization:
To increase production capacity.

2.7 Awards And Achievements:
BEST OF ALL AWARD

Steel Authority of India Limited - Bokaro Steel Plant,
Bokaro
BEST OF ALL AWARD Steel Authority of India Limited Bhilai


List Of The Product
1. Packet
Red chili masala (VIP) Garam masala Goda masala
Chat masala Sunday special masala Turmeric powder
Red chili powder Byadgi red chili powder Coriander powder
Chat pat masala Kanda lasun masala Milk masala

Small pouch
MH Mirchi Thecha

Box Pack
Tea masala Sabji masala Biryani pulav masala
Sambhar masaala Pavbhaji masala Kitchen masala
Tea masala Sabji masala Biryani pulav masala













Theoretical Background






Retail-
The sale of goods individually or in small quantities to the public to sell or be sold in small
quantities to the public.
Retailing consists of the sale of goods or merchandise from a fixed location, such as a
department store or kiosk, or by post, in small or individual lots for direct consumption by the
purchaser. Retailing may include subordinated services, such as delivery.
The sale of goods directly to the consumer; To sell at retail, or in small quantities directly to
customers; To repeat or circulate (news or rumors) to others; Of, or relating to the sale of goods
directly to the customer. In retail quantities, or at retail prices
To sell directly to the consumer, usually in small quantities in comparison with the total level of
sale.
Any product for sale in a store or directly to a consumer.
Trade in which a client buys or sells an over-the-counter stock through a broker- dealer.

Types of retail sector
Retailing is one of the pillars of the economy in India and accounts for 35 percent of GDP. The
retail industry is divided into organized and unorganized sectors. Over 12 million outlets operate
in the country and only 4 percent of them being larger than 500 sq ft (46 m2) in size.

Organized retail
Organized retailing refers to trading activities undertaken by licensed retailers, that is, those who
are registered for sales tax, income tax, etc. These include the corporate- backed hypermarkets
and retail chains, and also the privately owned large retail businesses.
Organized retail segment has been growing at a blistering pace, exceeding all previous estimates.
According to a study by Deloitte Haskins and Sells, organized retail has increased its share from
5 per cent of total retail sales in 2006 to 8 per cent in 2007. The fastest growing segments have
been the wholesale cash and carry stores (150 per cent) followed by supermarkets (100 per cent)
and hypermarkets (75-80 per cent). Further, it estimates the organized segment to account for 25
per cent of the total sales by 2011.


Unorganized retail
Unorganized retailing, on the other hand, refers to the traditional formats of low-cost retailing,
for example, the local kirana shops, owner manned general stores, paan/beedi shops,
convenience stores, hand cart and pavement vendors, etc. Unorganized retailing is defined as
an outlet run locally by the owner or caretaker of a shop that locksets l and accounting
standardization. The supply chain and Sourcing is also done locally to meet local needs. Its
organized counterpart may not obtain its supplies from local sources.

Difference between organized and unorganized retailing
The major differences between organized and unorganized retailing lies in its number (chain) of
store operations. An unorganized outlet may be just stand alone or can have maximum of 2-3
outlets in a city, where as the organized outlets are "any retail chain (more than two outlets)
which is professionally managed (even if its family run), has a accounting transparency (with
proper usage of MIS and accounting standards) and organized SCM with centralized quality
control and sourcing (certain parts can be locally made) can be termed as an "organized retailing"
in India.

Retailing in India is predominantly unorganized. According to a survey by AT Kearney, an
overwhelming proportion of the Rs. 400,000 crore retail markets are UNORGANISED. In fact,
only a Rs. 20,000 crore segment of the market is organized.
We are known as a nation of shopkeepers with over 12 million, the highest outlet density in the
world in the world with an estimated turnover of $ 200 billion. However a disturbing point here
is that as much as 96 per cent of them are smaller than 500 square feet in area. This means that
India per capita retailing space is about 2 square feet (compared to 16 square feet in the United
States). India's per capita retailing space is thus the lowest in the world. Another point to note is
that only 8 percent of our population is engaged in Retail whereas the global average is around
10-12 percent.

Retail has the quickest cycle time from idea , to implementation ,assessment and refinement of
any industry. This concept of organized retail marketing has caught on like lightning. It creates a
distribution network that cuts out various intermediary costs and creates a much smoother
interface between manufacturer and customer .This organized network which bridges the
distance between the manufacturer and the consumer has seen many of the worlds leading
entrepreneurs successfully walk down a particularly profitable road.
.
Characteristics of a Retailer
Retailer is a vital link between the manufacturers / other intermediaries and consumers.
Retailer purchases in bulk from wholesalers and resells in small quantities to consumers.
Retailer usually keeps more variety of products.
Product display and shelf management are the important aspects in retailing activities.
Retailer operates in a specific area. Retail trade is mostly local in character. The area of
operation is generally small.
Retailing is not restricted to only physical goods but services retailing is also very
common and gaining popularity, for Example banks, insurance companies, transport
services, garages, saloons, babysitting.


























CHAPTR- 4


DATA ANALYSIS



Table No: 4. 1
Table Title: Experience of Retailer in Business

Graph No: 4.1


Interpretation:
From the above graph it is clear that 49 percent of respondents are working in business more than
10 years, while 27 percent respondents are in the business more than 5 years.


0
20
40
60
80
100
120
Ravi Pickles Pravin Pickles Kamdhenu Pickles
Experience of Retailer

Respondent Responses
Particulars Respondents percent
1-5 Years 15 15
5-10 Years 35 35
More than 10 years 50 50
Total 100 100
Table No: 4.2
Table Title: Available Pickles Brands in shop

Graph No: 4.2

Interpretation:
From the above graph it is clear that all the respondent are keeping Ravi Pickles product in their shop
followed by Pravin pickles product as of 85 respondent saying yes for Pravin pickles. We can
interpret that product availability in the shop most of retailers are order the Ravi pickles. The second
place for availability of product is come Pravin pickles.
0
20
40
60
80
100
120
Ravi Pickles Pravin Pickles Kamdhenu
Pickles
Chitale Pickles Others
Available Pickles In Shop
Respondent Responses
Companies Respondent Responses
Ravi Pickles 100
Pravin Pickles 85
Kamdhenu Pickles 48
Chitale Pickles 35
Others 60
Total

Table No: 4.3
Table Title: Frequency of ordering Ravi Pickles.
Order

Respondents Percent
Weekly

50 50
Fortnightly

25 25
Monthly

20 20
Quarterly

05 05
Total

100 100

Graph No: 4.3
Graph Name: Frequency of ordering Ravi Pickles.

Interpretation:
From the above graph it is clear that 50 percent retailers are ordering Ravi pickles weekly and 5
percent retailers are ordering quarterly.


0
10
20
30
40
50
60
Weekly Fortnightly Monthly Quarterly
Percent
Table No: 4.4
Table Title: Potential customers for Ravi Pickles product

Graph No: 4.4

Interpretation:
From the above graph we can interpret that 75 percent of potential customers are families, while
10 percent are from hotels industry .So Ravi Pickles product the families are most preferred Ravi
Pickles & product


0
10
20
30
40
50
60
70
80
Families Hotel Others
Potential Customers
Percentage
Particular Respondents Percent
Families 75 75
Hotel 10 10
Others 15 15
Total 100 100
Table No: 4.5
Table Title: Packaging of Ravi Pickles








Graph No: 4.5

Interpretation:
From the above graph it is clear that 50 percent respondent are saying average packing provided by
Ravi Pickle while 35 percent respondent are saying Ravi pickles having good packing for all
pickles products.

0
10
20
30
40
50
60
Excellent Good Average Poor
Packaging of Ravi Pickles
Percent
Particular Respondents Percent
Excellent 05 05
Good 35 35
Average 50 50
Poor 10 10
Total 100 100
Table No: 4.6
Table Title: Parameter expect from Ravi Pickles.

Graph No: 4.6

Interpretation:
From the above graph it is clear that 80 of respondents are expecting beneficial margin and good
quality as parameter of product

0
10
20
30
40
50
60
70
80
90
Margin Quality Quantity Price Packaging
Parameter Expectations
Respondent Responces
Particular Respondent Responses
Margin 80
Quality 65
Quantity 15
Price 35
Packaging 20
Table no: 4.7
Table Title: Importance of advertising For Ravi Pickles

Graph No: 4.7

Interpretation:
From the above graph it is clear that 75 percent respondents have opinion that advertisement is
essential while 25 percent are not agreed.




75
25
Advertising for Ravi Pickles
Satisfy
Dissatisfy
Particular Respondents Percent
Satisfy 75 75
Dissatisfy 25 25
Total 100 100
Table no: 4.8
Table Title: Relationship of retailers with company

Graph No: 4.8

Interpretation:
From the above graph it is clear that 65 percent of respondent are having on excellent relationship
with company followed by 15 percent as good relationship and 5 percent as poor relationship.


0
10
20
30
40
50
60
70
Excellent Good Average Poor
Relationship of retailers with company
Percent
Particular Respondents Percent
Excellent 65 65
Good 15 15
Average 15 15
Poor 05 05
Total 100 100
Table no: 4 .9
Table Title: Distributor service

Particular Respondents Percent
Satisfied 80 80
Dissatisfied 20 20
Total 100 100

Graph No: 4.9
Graph Name:


Interpretation:


80
20
Distributor Service

Satisfied
Dissatisfied
Table no: 4 .10
Table Title: Awareness of retailer about Ravi Pickles
Response Respondent Percent
Yes 75 75
No 25 25
Total 100 100

Graph No: 4.10
Graph Name: Awareness of retailer about Ravi Pickles


Interpretation:
From the above graph it is clear 75 percent of the total respondents are aware about brand and
remaining 25 percent are not aware about the brand.




75
25
Awareness of retailer about Ravi Pickles
Yes
No
10. Any Suggestions.
Many of respondents suggested that
1. Retailer suggested that packaging should be further improved.
2. Many of respondent suggested that used as promotional tool to encourage sales during
certain periods the company should provide price off or extra quantity because that
influences directly to the consumer.
3. Some of the respondent suggested that for product awareness the advertisement is
necessary.
4. Other











Findings




1 .43 percent of retailers have Relationship with Jain spices and agro product for Ravis pickles
product from 10 years or more. This is due to constant service, good marketing team efforts and
good distribution channel in Pune city
2. To the Ravi Pickles most of the potential customers are families,
3. The quality of Ravis pickles is not up to mark, the customer are not satisfied from the Ravis
packing.
4. Lack of the proper advertisement and brand ambassador. So it is hard task for the retailer to
make product awareness among the customer.

5. Service provided by distributor is very good .the retailers are satisfied from distributors
service. No compliant about distributors service
6. Retailers Preferred to purchase Ravis pickles by keeping the CUSTOMERS DEMAND
and BRAND NAME of the product in their mind. Retailers than after give preference to Profit
margin and price of the product.
7. The relationship of retailers with company is excellent.










SUGGESTIONS
AND
RECOMMENDATIONS





Suggestions:-
The Suggestions which can be given according to the analysis done in the earlier segment are:
Company should concentrate more on television for advertisement, as mostly people are
attracted through television ads.
Company should concentrate on its packing as retailers are least satisfied with it.
Retailers are least satisfied with quality and price of pickles so company should concentrate in
this regard also.



































Conclusion



















Conclusion:-

Frequency of retailers to order all brands of spices varies from weekly to forth nightly in most of
the cases. As per retailers consumer give maximum importance to quality and brand name
while purchasing the products .Factors affecting most to the consumers while purchasing spices
is brand name, loyalty and Quality respectively