Beruflich Dokumente
Kultur Dokumente
By
Poonam.M.Deshmukh
Submitted to
University of Pune
In partial fulfillment of the requirement for the award of the degree of
Master of Business Administration (MBA)
Through
MBA Department
Progressive Education Societys
Modern College of Engineering, MBA
Department, Pune
(2013-2015)
ACKNOWLEDGEMENT
Poonam Deshmukh
INDEX
Sr. No.
Chapter 1
Chapter 2
Chapter 3
Chapter 4
Chapter 5
Chapter 6
Chapter 7
Chapter 8
Chapter 9
Appendix I
Contents
Acknowledgement
Executive Summary
Introduction
Industry Profile
Company Profile
Research Methodology
Theoretical Background
Objectives ,scope and limitations
Data Analysis and Interpretation
Findings and Recommendations
Conclusion
Bibliography
Questionnaire
EXECUTIVE SUMMARY
Page No.
2
4
9
11
15
26
30
39
41
53
55
57
59
PROJECT TITLE :
A STUDY OF CUSTOMER SATISFACTION FOR MAPRO FOODS LTD IN
KOLHAPUR CITY.
OBJECTIVE:
1. To study the satisfaction level of customer for Mapro Food Products in
Kolhapur City.
2. To understand the customers expectations with respect to quality, taste and
preference for Mapro Food products.
3. To study the market share of Mapro Food Products at Kolhapur region.
Hypothesis:
1. Customer are satisfied with the quality, taste and price offered by Mapro Foods.
2. Mapro Foods have acquired maximum market share as compared to its
Competitors in the Kolhapur region.
RESEARCH METHODOLOGY:
The study is based on primary as well as secondary data.
The primary data is collected through personal interviews of customers
visiting stores.
The Secondary is collected from residential areas and online samples.
Sampling Methods:-Non probability convenience sampling method.
Area: - KOLHAPUR
Sample Size: - Total sample size was 100
Research Instrument: - Questionnaire and observation
CONCLUSION:
Most of the customers were satisfied but changes are required according to the
changing scenario as advertisement has a great impact in the working of the
company.
More advertising is required to increase the brand recognition which will
customers attention.
Overall good review of all the products.
SUGGESTIONS:
packaging after certain period of time and come up with new attractive ideas.
Promotional activities should be well planned and conducted in prominent
areas like
Markets
School and colleges
Public places
Outside super markets
Medias like local newspapers (Pudhari, Sakaal), radio (Radio mirchi, etc.),
and TV channels must be used.
5
LIMITATATIONS OF STUDY:
The sample size chosen is limited to 100 only because of time constraint.
This study was based purely in Kolhapur.
Information given by respondents may or may not be correct.
The project was undertaken at MAPRO, the data was confidential so there
were certain barriers in accumulating the data.
The disclosure of data from their side was limited.
UTILITY OF STUDY
This research help to know awareness about Mapro Foods Products in
Kolhapur City. The suggestion given by the researcher to organization to
focus more on the promotional tools to wide business in other areas.
Market penetration through promotional activities to expand market in other
parts of countries.
6
CHAPTER .1
INTRODUCTION
well
in
all
Mapro
products
assigned
to
me
market
study-
CHAPTER 2
INDUSTRY PROFILE
10
11
Market overview
Total market size.
Indian FMCG sector is the fourth largest sector in the economy worth a total
12
MAJOR COMPETITORS:
Mapro Foods Pvt. Ltd is in food business which is highly and rapidly growing
business & has few competitors also. Some of them are listed below:
Haldiram:
Manufacturing of Syrups & exports of the syrups have increased by 20% since 2003.
KISSAN:
In jams, Mapro Foods Pvt. Ltd is close second to Kissan in market share.
Malas:
It manufactures jam, crush, squash, cordials, syrups which is same as the
manufacturing of Mapro Foods Pvt Ltd.
Manama:
Their range of products consists of cordials, syrups, fruit and chocolate dessert
toppings.
13
CHAPTER.3
COMPANY PROFILE
14
Introduction:
Mapro Foods Pvt. Ltd is the manufacturers and resellers of the natural fruit products.
It is one of the growing companies of India which is situated at Panchgani
Mahableshwar Road. It produces jams, confectionaries, squashes, jellies and many
more fruit products.
It is the fruit processing business over more than forty years and it is known for the
innovation and quality in the industry. The Chief Executive Officer of the company is
Mayur Vora. It has its manufacturing units in Panchgani, Wai, and Gurgaon. It is most
likely to spread its operation in Delhi and Pathankot. There are more than 500 local
employees in the company and about 100 contract laborers.
Mapro Foods is a well-known brand in jams and squashes. It is a family business
started in 1959by the Vora family, making jams from strawberries and raspberries.
Mapro was one of the first to use traditional ingredients to make plant-based
beverage concentrates such as strawberry crush and rose syrup. The company was
also the first in India to introduce pectin jellies and fruit sweets.
manufacturing
concern.
The
15
company
is
called
as
MAPRO
INDUSTRIES. This industry was chosen because of its reputation and potential for
becoming a world class organization. Over 50 years ago, in 1959, the Company had
its humble beginnings in the hill-town of Panchgani, near Mahableshwar, when a
businessman named Kishore Vora a pharmacist by profession, decided to make some
strawberry jam. He then went on to develop innovative products such as jelly sweets,
fruit cubes with fruit juice and rose syrups with rose petals all for the first time in
country. His vision has been taken forward, thereby transforming the region around
Mahableshwar and Panchgani, the erstwhile sleepy hill stations of Maharashtra, into a
flourishing fruit processing zone started with a capacity of 10 MT of processed fruit
products a year, the Company today has a processing capacity of about 12,000 MT
per Year with its factories in the Shendurjane village of Satara district, Panchgani
town, Gureghar village of Mahableshwar tehsil .I am deeply thankful to our college
authorities for giving us Opportunity to visit this company.
16
PRODUCTS OF MAPRO:
17
Crush
Jams
Restores
Toppings
Lounge
Mazaana
Squash
Falero
Coolz
Bars and jellies
Marketing strategies: 1) Demand Drivers: MAPRO being a Jam producing company needs to concentrate on the demand of the
consumers. The first thing which an industry should take care of is the demand of the
consumers. Thus, MAPRO also sees to it that what actually consumers are demanding
from them and production process is being carried out accordingly. Thus, because of
demand of the various customers the new products are been introduced by the industry.
There is a high amount of competition which is there in the market, and if consumers
demands and wants are not taken into consideration, then growth of any of the industry
can be very much affected out of it.
2) Issues and Concerns: The next step which they take for their marketing is that of issue and concerns. Here
MAPRO sees that what actually is needed by the consumers and thus work accordingly.
MAPRO is been concerned only with the demand of the consumer. MAPRO is the
company which has to handle lots of the competition in the market, MAPRO being
Maharashtra based, so there are various other companies also, which are from
Maharashtra. And thus, because of this reason every company will try to fulfill the
customer's wants as soon as possible. MAPRO being aware of it tries to see each and
every customers demand and works accordingly. The various different type of complaints
are also been taken into account.
3) Focusing on the customers: The third step which is been taken by the MAPRO is that to focus on the consumers. In
each and every field, the consumers are been given high importance. As it is known that
customers are the King of the market. If the customers are not been satisfied, then there
would be no profit to the firm and thus, because of this reason the goodwill of any of the
19
industry is very much affected. Thus, because of this reason a complete attention is been
given to the consumers. For the satisfaction of the consumers various new products are
being introduced.
The industry has not forgotten that it is a part of the society and thus because of that
reason various social activities are been taken into consideration. MAPRO sees to it that
because of its production process no harm is been done to any of the other field.
Thus, there are some of the marketing strategies which are been undertaken by the
MAPRO industry. With the help of these strategies only they try to attract more consumers
and tries to provide full satisfaction to them. They do not concentrate much on the marketing
of their products, but still with this some marketing strategies only it tries to provide complete
satisfaction to their consumers.
SWOT ANALYSIS:-
1.)
a.)
Strength:MAPRO with its three plants distribute its products all over India and also they are
b.)
The organization has a unique advantage of its strategic location as its strategic
c.) All products of MAPRO Foods are available all over India.
d.)
Today MAPRO is a symbol of high quality products sold at reasonable prices, the
genesis of a vast co-operative network triumph of indigenous technology, the marketing savvy
of a farmers organization.
e.)
In the near future they have planned to maximize their productivity by maximum
2.)
Weakness:-
a.)
MAPRO Foods does not export their products to all over the world.
b.)
The price of MAPRO products is high. Thats why the lower class of people cant
buy it.
c.)
The raw material which they are using in their production process is perishable
a.) As it is being known that the products are not been sold throughout India, so efforts
are been made and instead of selling at local level, the products can be sold at national level
also.
b.)
Then more new products can be introduced, and thus, because of that their goodwill
can be increased in the market .If more new products are been introduced, then more new
customers will get attracted towards it and thus it will help to increase more of their profits.
c.)
If the marketing strategies are increased and some customer oriented strategies are
incorporated then it would be very much helpful for the industry. If the proper marketing of
the product is done, then the customers will come to know about the different products. Thus
it can be said that if the proper marketing is not done, then customers are not been attracted
towards the new products which are produced.
d.)
The various different type of research process should be carried out and efforts
should be made to produce new product, as per the research taking place.
4.)
Threats:21
a.) competitors: -
Mapro Foods Pvt. Ltd is in food business which is highly and rapidly growing business
& has Few competitors also. Some of them are listed below:
Manama: Their range of products consists of cordials, syrups, fruit and chocolate dessert
b.)
There are also many brands which are available in each and every city and thus, this
of people.
Mapro Foods Pvt. Ltd uses all types of employees i.e. Skilled, semi-skilled and unskilled
labor
.
Skilled Labor
Means the one who has higher level of qualifications as well as the experience.
Semi-skilled labors
Means they have less qualifications and the experience is also comparatively less and the
Unskilled labor
May not have any qualification or experience. In the higher level of management highly
skilled people work and at the middle level there may be a combination of skilled as well
as the semi-skilled laborers is there and at the lower level management there are more
number of unskilled laborers. However at all levels of the management there must be a
minimum technical as well as conceptual knowledge about the field.
22
COMPAN Y PROFILE:
Mapro Foods Pvt. Ltd is fruit processing company. It was founded by visionary Shri
Kishore Vora. It came into existence in 1959 A. D. The company used to produce jams
from strawberries and raspberries when it was established but later it started
manufacturing various other products like crushes, squash, confectionaries, sweets, jellies
and many more products. The company is one of the leading companies in India. The
Managing Director of the company at present is Mayur Vora.
The company is situated at Chesson Road, Mahableshwar, Panchgani.
The plant is BVQI certified and provided with facility of state of art food park and cold
storage. Mapro Foods Private Limited is the flat organization where management works
along with their technical and sales functionaries to achieve the vision and mission of
MFPL.
Mission of MFPL: Mapro will develop, produce, package & sell food products, with high
regards for safety, nutrition & taste, which we can confidently give to our customers by
implementing and continually improving Quality Management system & food safety
management system to meet & exceed customers expectations.
History of MFPL:
23
Mr. Vora could have rested easy on success of his Fruit recipe. But he wanted to on
develop innovative ideas such as Vegetarian Jelly Sweets, Fruit Cubes with Fruit Juice and
Rose Syrups with Rose Petals. All for the first time in country.
Mapro does not use advertising medium like press, radio and television to propagate its
product but the taste of product and nutritional value, and uniqueness result in repeat
sales. Today Mapro is leading supplier of tasty as well as nutritious fruit product to the
International market. Mapro is known to care for its employees. Mapro is a home where
there is mutual understanding between employee and employer like members in the
family. It features a blend of hard work and dedication. It is now in the process of
certification under ISO 9000.Most of Mapro's business is largely concentrated in the
Western regions of India. Currently, Mapro exports its products to about 12 countries
through merchant distributors; these account for less than 10 per cent of its total sales. It
has its manufacturing units in Panchgani, Wai, Gurgaon. The company is going to open its
manufacturing units in Delhi and Pathankot lately. The main market segment currently is
in Maharashtra and Gujarat. It is also concentrating in expanding its market to the other
cities like Kanpur, Lucknow, and in Punjab. The annual growth rate of the company is
more than 50%. It earns 40%-50% profits from the sales of its products. The leading
product of Mapro is Rose syrup (made from the rose petals and their extracts).For the
production of the products the company buys the fruits from both the sectors i.e. the local
farmers and market and import from other countries as well. The machineries and other
raw materials are imported from various countries like Egypt, China, New Zealand,
Australia, etc.
24
ORGANIZATION CHART.
Purchase
Production
Research
and
Development
Department
Department
Department
Board of Directors
Chairman
Chief Executive
Officer
Marketing
Finance
Department
Department
25
Human Resource
Department
Purchase
Production
Manager
Manager
Marketing
Finance
Manager
Manager
Human Resource
Manager
Workmen
CHAPTER. 4
RESEARCH METHODOLOGY
26
Definition:
A Research is a careful investigation or inquiry, especially through search for new facts
in any branch of knowledge.
Meaning:
Research is an active, diligent, and systematic process of inquiry aimed at discovering,
interpreting, and revising facts. This intellectual investigation produces a greater
knowledge of events, behaviors, theories, and laws and makes practical application
possible. The term research is also used to describe an entire collection of information
about a particular subject, and is usually associated with the output of science and the
scientific method.
Research Methodology is a systematic method of discovering new facts or verifying old
facts, their sequence, inter-relationship, casual explanation and the natural laws which
governs them. Research Methodology explained by Redman and Mory are as follows:
systematized effort to gain new knowledge.
27
Sources of Data:
In Research Methodology mainly Data plays an important role.
This study is conducted by collecting and analyzing the data from primary and secondary
sources.
a) Primary Data.
b) Secondary Data.
Primary Data:
Primary Data is the data, which is collected with the help of typed questionnaires.
Primary data was collected by administering the questionnaire to the marketing advisors
of Mapro Foods Ltd.
Secondary Data:
Secondary Data is collected from the various books, magazine, reports, company manual,
company site, etc. The data was also collected from the organization and sales
representatives. The various information is taken out regarding that subject as well other
28
subject from various sources. The last years data stored is also be secondary data. This
data is kept for the internal use of the organization..
Secondary data was collected from the books, websites and through the interaction with
the individuals in the organization.
Sampling: A sample is a part of population. The sample should be representative of the population
and the information obtained must be reliable. In any survey where reliability is desired,
the errors and variances have to be controlled, measured and interpreted.
Sample Unit: Mapro Product Customers
Sample Frame: household customers and store walk-in customers Kolhapur District
Simple Random sampling:
Sample Size: Total 100 respondents were conveniently selected, who are the customers of
Mapro food products.
29
This research help to know awareness about Mapro Foods Products in Kolhapur City.
The suggestion given by the researcher to organization to focus more on the promotional
tools to wide business in other areas.
Market penetration through promotional activities to expand market in other parts of
countries.
CHAPTER . 5
THEROTICAL BACKGROUND
30
CUSTOMERS
Mapro Foods Pvt. Ltd has customers from a wide range of people. Mostly the customers
of the company are children as the products of Mapro are targeted for this group only i.e.
Mapro produces chocolates and jellies and jams and many more which is mostly liked by
the children only. But this doesnt It mean that other age groups are not covered.
CONCEPT OF CUSTOMER:
Customer satisfaction represents a modern approach for quality in enterprises and
organisations and serves the development of a truly customer-focused management and
culture. Measuring customer satisfaction offers an immediate, meaningful and objective
feedback about client preferences and expectations. In this way, company performance
may be evaluated in relation to a set of satisfaction dimensions that indicate the strong and
the weak points of a business Organisation.
This project presents an original customer satisfaction survey in the food & beverages
sector. The implemented methodology is based on the principles of multicriteria analysis
and preference disaggregation modelling. The most important results are focused on the
determination of the critical service dimensions and the segmentation to customer clusters
with distinctive preferences and expectations.
CUSTOMER:
A Customer is one who purchases a product or service from a particular organization.
One thing that we are all customer, in fact everybody in this world is a customer. Every
day in our life we buy and consume an incredible variety of goods and services. However,
we all have different tasks, likes& dislikes and adopt different patterns while making
purchase decision. Each customer is unique and this uniqueness is reflected in competitive
behaviour and pattern and process of purchase.
31
Customer satisfaction:
Customer satisfaction is seen as a key performance indicator within business and is often
part of a Balanced Scorecard. In a competitive marketplace where businesses compete for
customers, customer satisfaction is seen as a key differentiator and increasingly has
become a key element of business strategy.
"Within organizations, customer satisfaction ratings can have powerful effects. They focus
employees on the importance of fulfilling customers expectations. Furthermore, when
these ratings dip, they warn of problems that can affect sales and profitability. . . . These
metrics quantify an important dynamic. When a brand has loyal customers, it gains
positive word-of-mouth marketing, which is both free and highly effective.
Therefore, it is essential for businesses to effectively manage customer satisfaction. To be
able do this, firms need reliable and representative measures of satisfaction.
"In researching satisfaction, firms generally ask customers whether their product or
service has met or exceeded expectations. Thus, expectations are a key factor behind
satisfaction. When customers have high expectations and the reality falls short, they will
be disappointed and will likely rate their experience as less than satisfying. For this
reason, a luxury resort, for example, might receive a lower satisfaction rating than a
budget moteleven though its facilities and service would be deemed superior in
'absolute' terms.
Purpose:
Customer satisfaction provides a leading indicator of consumer purchase intentions and
loyalty. Customer satisfaction data are among the most frequently collected indicators of
market perceptions. Their principal use is twofold.
32
1."Within organizations, the collection, analysis and dissemination of these data send a
message about the importance of tending to customers and ensuring that they have a
positive experience with the companys goods and services.
"Although sales or market share can indicate how well a firm is performing currently,
satisfaction is perhaps the best indicator of how likely it is that the firms customers will
make further purchases in the future. Much research has focused on the relationship
between customer satisfaction and retention. Studies indicate that the ramifications of
satisfaction are most strongly realized at the extremes." On a five-point scale, "individuals
who rate their satisfaction level as '5' are likely to become return customers and might
even evangelize for the firm. (A second important metric related to satisfaction is
willingness to recommend. This metric is defined as "The percentage of surveyed
customers who indicate that they would recommend a brand to friends." When a customer
is satisfied with a product, he or she might recommend it to friends, relatives and
colleagues. This can be a powerful marketing advantage.) "Individuals who rate their
satisfaction level as '1,' by contrast, are unlikely to return. Further, they can hurt the firm
by making negative comments about it to prospective customers. Willingness to
recommend is a key metric relating to customer satisfaction
Definition:
Customer
satisfaction,
is
defined
as
a business
term,
it
is
the
33
1. Direct Methods: Directly contacting customers and getting their valuable feedback is
very important. Following are some of the ways by which customers could be directly
tapped:
a. Getting customer feedback through third party agencies.
b. Direct marketing, in-house call centers, complaint handling department could be treated as
first point of contact for getting customer feedback. These feedbacks are compiled to analyze
customers perception.
c. Getting customer feedback through face to face conversation or meeting.
d. Feedback through complaint or appreciation letter.
e. Direct customer feedback through surveys and questionnaires.
Organizations mostly employ external agencies to listen to their customers and provide
dedicated feedback to them. These feedbacks needs to be sophisticated and in structured
format so that conclusive results could be fetched out. Face to face meetings and
complaint or appreciation letter engages immediate issues. The feedback received in this
is not uniformed as different types of customers are addressed with different domains of
questions. This hinders the analysis process to be performed accurately and consistently.
Hence the best way is to implement a proper survey which consists of uniformed
questionnaire to get customer feedback from well segmented customers. The design of the
prepared questionnaire is an important aspect and should enclose all the essential factors
of business. The questions asked should be in a way that the customer is encouraged to
respond in an obvious way/. These feedback could received by the organizations can be
treated as one of the best way to measure customer satisfaction.
Apart from the above methods there is another very popular direct method which is
surprise market visit. By this, information regarding different segment of products and
34
Customer Satisfaction:
As organizations become increasingly focused and driven by demand the need to get
customers loyalty and retain their loyalty is critical. Customer satisfaction is the most
effective way to achieve customer loyalty .Customer satisfaction and customer loyalty
share many traits. Customer value is customer perception of the ratio of benefits to what
35
he\she gives to obtain these benefits. The customer value trait is framework used to
understand what is that customer wants.
1. Perceived product quality
2. Value based pricing
3. Perceived service quality
Customers are satisfied when value satisfied meets or exceed expectations. If their
exceptions of value are not met, there is no chance of satisfying them. Finding out what
customer wants however difficult and complex process. To be able to create and deliver
customer value, it is important to understand its components. The benefits customers
expect are shaped primarily by how they perceive product and service quality and whether
or not their perceptions are valid. Unfortunately customers dont know to draw a distinct
line between product and service and quality. Customers tend to combine product and
service attributes together as a part of a total package to which they attach some individual
perceived value. Most companies products fall somewhere between pure product and pure
service. Managers in charge decide which attributes or tangibles or more important than
other according to the needs of their customers. On the risk side of the education, the
customers perception and exceptions become the determining factors. Transaction price,
life cycle costs and the actual degree of the risk being taken constitutes the three
components involved in the risk of buying. The actual price being paid for the product or
service at the time of purchase represents the transaction cost. Life cycle costs are the total
cost of ownership, which includes operating and service expenses.
through the customers. The staff focuses on of its attention on satisfying the customers
need. According to Michel N. Bamber CEO, of Marks and Associates Business Growth
Specialist, there are six critical steps in establishing and maintaining quality customer
service viz:
1) Senior management commitment
2) Measurement and feedback
3) Communication and training
4) Core standards
5) Customer friendly system
6) Reward and recognition
These six stages can be applied to any company in growth stage at its life cycle. The
process of building your company around customer service is on going and no matter and
how good one quality of Customer Satisfaction and Loyalty Customer satisfaction is
worthless; this statement was made by Jeffery Gitomer, in his recent book Customer
Satisfaction Is Worthless, Customer Loyalty Is Priceless. Gitomer researches and
examines the differences between customer satisfaction and loyalty. According to him,
loyal customers are happy with their purchase that, they will proactively refer someone to
you. The customer walks away with feeling of WOW!! People everywhere in today
business world are trying to figure out what is more important customer satisfaction or
customer loyalty. Both, practitioners and academics understand that customer loyalty and
satisfaction both are linked in extricable. Even through, loyal customer is most typically
satisfied; satisfaction does not always translate into loyalty.
Marketing concept has been designed by product and service providers in an effort to
maximize customer satisfaction. Reported date in 1993 showed that customers satisfaction
accounted for 1/3 of revenue received by largest US Research firms. Recently there has
been a shift in a research dynasty from satisfaction to loyalty. People are starting to see
satisfied customers as being only mediocre. Even through satisfaction and loyalty are
37
linked together and loyal customers seen typically satisfied, satisfaction still represents
and unreliable precursor to loyalty. As result of this, Oliver raises two questions.
1) What aspect of the satisfaction response has implications for loyalty?
2) What fraction of the loyalty response is due to this satisfaction component?
For these question satisfaction and loyalty must be clearly defined in the post satisfaction
study as an evaluation or the perceived discrepancy between prior expectations and actual
performance of the product. Recent definition of satisfaction according to Oliver is, the
consumer senses that consumption moves out comes again a standard of pleasure versus
displeasure.
Oliver defines loyalty as a deeply held commitment to re-by or re-patronize preferred
product or service consistently in the future there by causing reputed some brand set
purchasing despite situation influences and marketing effects having the potential to cause
switching behavior. After extensive amount of research, Oliver concludes that satisfaction
is necessary step in loyalty. However satisfaction becomes less significance as loyalty
begins to set through other mechanisms. In the conclusion to these studies Oliver stakes,
the disparity between the pursuit of satisfaction versus loyalty as well as the fundamental
contents of the loyalty response, poses several investigates direction for the next wave of
post consumption research.
All these concepts combine provide the basic model customer value. Customers value the
products or services more if the expected benefits seem greater than the expected risks being
taken. If expected benefits do not overweight the expected risks. This customer will perceive
the product to have a low customer value.
38
CHAPTER . 6
OBJECTIVES, SCOPE AND LIMITATIONS
39
40
CHAPTER.7
41
Purchase Mapro
People
42
Yes
No
54
46
4%
YES
NO
96%
Interpretation: From this pie chart it is observed that majority people purchases Mapro
products over other products. As we can see that MAPRO is widely consumed and known.
43
Quality of Mapro
Average
Good
Excellent
People
37
42
21
GOOD
EXCELLENT
21%
38%
42%
Interpretation: 42% respondents says that the quality of Mapro products is Good,
while 37% respondents say that it is average, while 21 % say that its excellent. Here in
general the review of quality of MAPRO Products is good.
44
Price rating
Low
Moderate
High
People
21
62
17
MODERATE
17%
HIGH
21%
63%
Interpretation: 62% respondents say that the price of the Mapro products is moderate,
while 21% say it is low and 17% say its high. Hence this helps in price controlling.
45
Satisfaction
Yes
No
People
70
30
40
35
30
25
20
35
15
10
13
5
0
YES
NO
46
Interpretation: 70% people are satisfied with the taste of Mapro products, while 30%
are not satisfied. By this result steps should be taken in order to improvise the taste and
meet consumers expectations.
Packaging
Average
Good
Excellent
47
People
21
58
21
GOOD; 58%
Interpretation: 58% respondents say that the packaging of the Mapro product is good
and 21% agree that its excellent. Measures can be taken to develop innovative and more
attractive packaging or packaging can be changed every four months to attract consumer.
Product preference
Jam
Fruit crush
People
25
31
48
27
17
FRUITCRUSH
17%
DESERT TOPPING
25%
27%
31%
Interpretation: Fruit crush is the most preferred product in the Mapro product range.
Whereas 27% people prefer bars and jellies. It is observed that 25 % consumers use jams
and 17% prefer dessert topping.
49
Promotions satisfaction
Yes
No
People
60
40
NO
40%
60%
Interpretation: 60% respondents are satisfied with the promotion activities done by
the mapro.Improvisation in the marketing and promotion strategies in order to make the
product known to customer and capture majority market.
50
8) Suggest other to buy the Mapro product
People
81
19
NO
19%
81%
Interpretation: 81% people say that they will suggest Mapro products to others to buy.
Steps should be taken to make the product and brand name more famous and prominent in
the market.
51
Satisfaction
Very satisfied
Satisfied
Dissatisfied
Very dissatisfied
People
29
42
19
10
SATISFIED
DISSATISFIED
10%
29%
19%
42%
52
VERY DISSATISFIED
Interpretation: 42% respondents are satisfied with the level of satisfaction while 19% are
dissatisfied with the level of satisfaction. The percentage of dissatisfaction should be
reduced as it might leaned in degrading of the brand name.
Q10)How satisfied are you with Mapro products with respective quality?
Very satisfied
Satisfied
Dissatisfied
53
Dissatisfied; 7
Very Satisfied; 40
Satisifed; 37
Very Satisfied
Satisifed
Dissatisfied
Interpretation: 40% respondents are very satisfied with the quality of Mapro products
while 37% are satisfied with the quality of Mapro products.7% are dissatisfied with the
quality of Mapro products and 12% neither satisfied nor dissatisfied with the quality of
Mapro products Here in general the review of quality of MAPRO Products is good.
54
Q.11)Please rank the following as per your preference?( (rank is from 1 to 4,where 4
stands for better)
KISSAN
MAPRO
MALAS
MANAMA
55
11
42
39
KISSAN
MAPRO
MALAS
MANAMA
Interpretation: 42% respondents are rank Kissans products while 39% are preferred
Mapros products.11% are preferred Malas products and 8% preferred Manamas
products.Company should focus on market shares to earn a profit in order to make the
product known to customer and capture majority market.
CHAPTER .8
56
57
Findings:
1.
2.
3.
4.
5.
6.
7.
8.
Suggestions:
Company should focus on the advertisement other than Mahabaleshwar (which is its
as
Markets.
School and colleges.
Public places.
Outside super markets.
Introductory offers or promotional perks can be inculcated.
Medias like local newspapers (Pudhari, Sakaal), radio (Radio mirchi, etc.), and TV channels
must be used.
Eye catching banners, hoardings, pamphlets, slogans should be introduced.
CHAPTER.9
CONCLUSION
58
Conclusion:
Most of the customers were satisfied but changes are required according to the changing
Mapro Company has to come up with new products so that company can attract more
the products.
Promotions and promotional offers should be taken up in order to gain customers attention.
Overall good review of all the products based on satisfaction scale.
BIBLIOGRAPHY
60
Bibliography:
61
1. Kotler P. , (2012) , Marketing Management by, Pearson education, 14th edition , New
Delhi , No.106
2. Kotler P. , (2007), Marketing Management, Pearson Publication, 11th edition, New
Delhi. No. 59, 72
3. Kothari. C. R , Garg Gaurav , (2004), Research Methodology (Methods and
4.
5.
6.
7.
8.
9.
APPENDIX I
62
Questionnaire
Q1.
Personal detail:
Name:
---------------------------------------------
63
Age:
Address:
Yes
No
Good
Excellent
Q.4). How would you rate the price of the Mapro product?
Low
Moderate
High
No
Good
Excellent
Fruit crush
64
Desert topping
Q8).Are you satisfied with the promotion activities done by Mapro?
Yes
No
No
Q10). Please rate your level of satisfaction for the Mapro product & service?
Very satisfied
Satisfied
Dissatisfied
Very Dissatisfied
Q11.)How satisfied are you with Mapro products with respective quality?
Very satisfied
Dissatisfied
Satisfied
Neither satisfied nor dissatisfied
Q12.)Please rank the following as per your preference? (rank is from 1 to 4,where 4 stands
for better)
KISSAN
65
MAPRO
MALAS
MANAMA
66
67