Marketing Research and Sale & Distribution

HALDIRAMS SNACKS PRIVATE LIMITED

Summer Internship Report
Submitted toward Partial Fulfillment
Of
Post Graduate Diploma in Management
(Approved by AICTE, Govt. of India)
Academic Session
2016-2018

Submitted By:
Tarun Aggarwal
BM-016260
Under the Guidance of:
Industry Guide Faculty Guide
Mr. Avnish Sharma Ms. Shalini Kapoor
Sr. Executive- Marketing Professor
Haldirams Snacks Pvt. Ltd. IMS Ghaziabad

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 DECLARATION

I, Tarun Aggarwal, hereby declare that the project work entitled Marketing Research and Sales &
Distribution at Haldirams snacks Private Limited is my own work and to the best of my knowledge
and belief, it contains no material previously published or written by any other person. This work is done
by me & submitted to Institute of Management studies under the guidance of the below mentioned
guides/supervisors. For the award of Post Graduate Diploma of Management.

Tarun Aggarwal

PGDM

BM-016260

Signature of faculty mentor: __________________________

Name of faculty mentor: Ms. Shalini Kapoor

Dated: 30th June 2017

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 PREFACE

As the part of PGDM curriculum and in order to gain practical knowledge in the field of management.
The title of my report is Marketing Research and Sales & Distribution. I have done research of
Consumers as well as retailers of Haldirams. For the sales and distribution part, stock status of retailers
of 4 different places were collected and then analyze which product has more sale and what price of
product is most preferred in different areas.

In consumer research, I have studied about various products that Haldirams offers to its consumers. The
advertisement effectiveness, buying decision, quality and taste, and a comparative analysis has been
done.

In Retailers research, 4 different places were taken into consideration covering 84 retailers. They were
asked questions about their margin, most sellable product, brand competitors (of Haldirams).

The collected inputs were analyzed with the help of various tools and techniques. The interpretation was
made with the solution of specific problem and recommendations has been given in that context.

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 ACKNOWLEDGEMENT

I acknowledge, with thanks, the help and the co-operation extended by the Mr. Avnish Sharma, (Sr.
Executive- Marketing), Haldirams snacks Pvt. Ltd. For giving me an opportunity to work under his
guidance and support during the course of the project.

I would like to thank Mr. Sunil Shukla (Sales Officer) and Mr. Sachin Saxena(Sales Officer), for his
guidance and better co-operation and help that is being provided in collecting the data and filling the
questionnaire.

I owe a special debt of gratitude to the entire individual and retailers, distributors & consumers who
helped me in completing the project and to all the retailers for their better cooperation & help being
provided by them.

Last but not the least; Words are insufficient to express my gratitude to Ms. Shalini Kapoor, Assistant
Professor, IMS Ghaziabad, my faculty guide, for all the teachings, suggestions and her valuable
contributions for deepening my learning of management, market research and the actual work process
in the real world. However, I accept the sole responsibility for any possible errors of omission and would
be extremely grateful to the readers of this project report if they bring such mistakes to my notice.

TARUN AGGARWAL

BM-016260

PGDM 2016-2018

IMS, Ghaziabad

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 TABLE OF CONTENT
Chapter 1. Executive Synopsis..8

Chapter 2. Introduction.10

2.1 Company Profile11

2.2 Awards and achievements..12

2.3 Distribution Flow chart...13

2.4 Promoters.....14

2.5 Product.....15

2.6 Competitors......21

2.7 SWOT analysis.22

Chapter 3. Objective of report....23

Chapter 4. Literature Review.25

Chapter 5. Research Methodology.....27

5.1 Sampling design.......28

5.2 Sampling size....28

5.3 Sources & Method of data collection...29

5.4 Tools & Techniques used.....29

Chapter 6. Analysis & Findings ....30

6.1 Data analysis with SPSS and Graphically........31

6.2 Findings........57

Chapter 7. Conclusion and Recommendation....58

7.1 Conclusion....59

7.2 Recommendation......62

Chapter 8. Limitations....63

Chapter 9. Bibliography.....65

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 LIST OF TABLES AND GRAPHS
Table 1/ Sales Turnover...12
Chart 1/ Distribution Flow chart..13
Chart 2/ Promoters....14
Table 2/ Products..15
Table 3/ Competitors21
Table 4/ Reliability statistics31
Table 5/ Correlation matrix..31
Table 6/ KMO and Bartletts test.31
Table 7/ Total variances explained..32
Table 8/ Age*Snacks cross tab33
Table 9/ Chi square test33
Table 10/ Descriptive34
Table 11/ ANOVA34
Table 12/ Descriptive35
Table 13/ ANOVA35
Table 14/ Correlations taste and quality36
Table 15/ Test statistics traditional snacks37
Table 16/ Rank traditional snacks.37
Table 17/ Test statistics western snacks38
Table 18/ Rank western snacks.38
Table 19/ Statistics Satisfaction....39
Chart 3/ Snacks.39
Chart 4/ Tradition snacks..40
Chart 5/ Western Snacks...40
Chart 6/ Packed Sweets.41
Chart 7/ Suggest Haldirams to family and friends...41
Table 20/ Location * Packet size cross tab....42
Table 21/ Chi Square.42
Table 22/ Descriptive.43

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Table 23/ ANOVA43
Table 24/ Symmetric Measures44
Chart 8/ Most sold Traditional Namkeens45
Chart 9/ Most sold western Namkeens.45
Chart 10/ Preferred Brand.....46
Chart 11/ Margin...46
Table 25/ Margin...46
Table 26/ Small category stock status Analysis48
Chart 12/ Namkeen...48
Chart 13/ Chips.49
Chart 14/ Taka-tak (5) ..49
Chart 15/ Taka-tak (10) 49
Chart 16/ Whoopies (5) 50
Chart 17/ Whoopies (10) ..50
Chart 18/ Panga (5) ..51
Chart 19/ Panga (20) 51
Chart 20/ Snack lite ..51
Table 27/ Large category stock status analysis.53
Chart 21/ Namkeen53
Chart 22/ Sweets54
Chart 23/ Mathri/ Samosa/ Kachori...54
Chart 24/ Diet Namkeen55
Chart 25/ Chana Cracker55
Chart 26/ Vermicelli / Macaroni56
Questionnaire 1/ Consumer survey67
Questionnaire 2/ Retailers Survey.68
Table 28 29/ Small Stock Status (Noida, Dadri) ..69
Table 30 31/ Small stock status (Delhi, Vasundhara) ..70
Table 32/ Large Stock status (Dadri) 71
Table 33/ Large stock status (Delhi) 72
Table 34/ Large stock status (Vasundhara) ..73

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 CHAPTER 1
EXECUTIVE SYNOPSIS

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 EXECUTIVE SYNOPSIS

For making this research report survey of both consumers as well as retailers has been done. Also, stock
status of 84 retailer has also been taken. The responses of 293 consumers and 84 retailers were taken.
Analysis has been done on them with SPSS software. It was concluded that Haldirams is lacking when
it comes on advertisement and visibility because the competitors of Haldirams are active and effective
on advertisements. They have different brand ambassadors for different products. And Haldirams need
to take some step before it becomes too late.

It was also seen that we have a perception that youngsters prefer western snack and elder people prefer
traditional snack but after analysis it was not seen from the results.

It was also found that for traditional snack Haldirams is the market leader and when it comes on western
snacks then Lays from PepsiCo is the market leader.

A brief analysis on stock status has been done on 20 -20 retailers of 4 different market. It was found that
Dadri has more sale in small category and Vasundhara has more sale in large category products. It may
be because of the availability of stores. In Dadri there are more stores as compare to Vasundhara.

It was also seen that there are some loopholes in Haldirams system that the distributors does not have
any mode do connect to the company. Recommendation for the same has been given to the company to
establish some mode so that distributors can directly contact to the company about their problems.

Some recommendation has also given to the company which can help the company to increase its sales.
These recommendations includes corporate tie-ups, tie-up with big retail giants and to open food outlets
on metro stations where the foot fall of consumer is more.

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 CHAPTER 2
COMPANY INTRODUCTION

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 COMPANY PROFILE
Haldirams: The Company which is today synonymous with Indian snacks and sweet food market
started the first chapter of the saga, as a small sweet shop in Bikaner, Rajasthan in 1935. By 1982, the
company had set up its business in Kolkata, Nagpur & the bustling Chandni-Chowk in Delhi.

Promoted by two 1st generation entrepreneurs Mr. M.L. Agarwal & Mr. M. S. Agarwal and backed by
Board of Directors (Mr. Pankaj, Anand, Amit, Ashish & Umesh Agarwal) and Management Team (Dr.
A.K Tyagi (Pres), P.K. Agarwal (Consultant), Rahul Kathuria, VK Gupta, Mr. A.K. Tyagi), today, the
Vision and Mission of the company is to have global presence as Food & beverage company through
Innovation
Professionalization
Expansion
Strategic Approach
and, Business Acquisition

Haldirams is on the way of its vision as today it is an ISO 9001 & HACCP certified company and has
presence all over India, 80 countries (UK, US , Germany, Australia, UAE- to name a few) in world and
top supermarkets of the world like TESCO, SOMMERFIELD, SPINNEYS, CARREFOUR. The fact
that today Haldirams packaged products now make up 80% of revenues. Haldirams revenues grew
13% to cross Rs 4,000 crore in FY16 shrugging increased scrutiny from food regulator amid the Maggi
crisis.

Haldirams success saga is because of the pro-active thinking of making access into the traditional, fresh
homemade food and skillfully converting it into a product line extension. With it they have busted the
myth that Indian consumers will not pay extra for western concept of packaged food and that two of the
Indian Household kitchen category.

Haldirams ingredients of success recipe includes a diversified product portfolio, stringent quality
controls, good raw material, storage, production and packaging processes which has resulted in
unparalleled taste and extended shelf life.

Today, Haldirams can proudly claim that what began as a small-time enterprise in India is a global
phenomenon now and HALDIRAMS IS WAY OF LIFE FOR INDIANS NO MATTER WHICH
COUNTRY THEY LIVE IN.

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 AWARDS AND ACHIEVEMENTS

In recognition of its efforts to penetrate globally, HALDIRAMS bagged the prestigious

INTERNATIONAL AWARD FOR FOOD & BEVERAGES awarded by Trade Leaders Club
in Barcelona, Italy, Spain in the year 1994.

HALDIRAMS is honored to be a member of Snacks Food Association (SFA), Virginia, U.S.A.

which comprises of world renowned food product manufacturers.

Kashalkar Memorial Award presented by All India Food Preservers Association in 1996 at its
Golden Jubilee Celebration for manufacturing the best quality food products.

BRAND EQUITY AWARD 1998 was awarded by Progress Harmony Development Chamber
of Commerce & Industry through Shri Yashwant Sinha, former Union Finance Minister recognizing
the successful creation of Indian Brand HALDIRAMS.

APEDA Export Award 2001-2002 was awarded by Agricultural & Processed Food Products
Export Development Authority for outstanding contribution to the promotion of Agricultural &
Processed Food Products during the year 2001-2002.

MERA Delhi Award was awarded by Agricultural & Processed Food Products Export
Development Authority in the year 2004.

SALES TURNOVER (2011-12 TO 2015-16)

Sales Turnover Rs (crores)
2011-12 1477
2012-13 1736
2013-14 2350
2014-15 3100
2015-16 4000

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 DISTRIBUTION FLOW CHART
Haldiram transits stock only on an advance RTGS from distributors. No cash and cheque mode is
entertained at Haldiram. There are no credit policy for distributors.

All Haldirams C&Fs centers have their own vehicles to transmit stock to distributors.

No direct contact through company of distributors, C&Fs can contact directly to company.

The order is taken by the sales officer along with one sales man of the distributor. The demand is passed
to distributor daily.

So the company factory sends the stock to its C&Fs Centers. From C&Fs Centers the products are sent
to distributors. Distributors send the products to retail outlets. The final user is consumer. This cycle
continues daily.
INDUSTRY DISTRIBUTION NETWORK

FACTORY

C&F INSTITUTIONAL SALES

DISTRIBUTORS

WHOLESALERS RETAILERS

RETAILERS

CONSUMERS

Operational States: Delhi, Haryana, Punjab, J&K , Rajasthan, Uttaranchal, Uttar Pradesh, Bihar,
Jharkhand, North East.

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 PROMOTERS

Mr. Manohal Lal Agarwal (Chairman)

Mr. Anand Agarwal (MD)
Mr. Ashish Agarwal (Executive Director)

Board of directors

Managing directors

President

Research and Sales and

Accounts & finance GM Operations
develpment Marketing

I am intern in this
department under
Mr. Avnish Sharma

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 PRODUCTS
OF
HALDIRAMS

NAMKEENS
S. No. Name of Product Available in
1. Bhujia 20g, 42g, 90g, 200g, 400g, 1kg

2. Aloo Bhujia 20g, 42g, 90g, 200g, 400g, 1kg

3. Khatta Meetha 20g, 42g, 90g, 200g, 400g, 1kg

4. Navrattan 20g, 42g, 90g, 200g, 400g, 1kg

5. Moong Dal 20g, 42g, 90g, 200g, 400g, 1kg

6. Punjabi Tadka 20g, 40g, 90g, 200g

7. All in one 40g, 200g, 400g

8. Dal Biji 200g, 400g

9. Bombay Mix 200g
10. Karanchy Mixture 200g
11. Kashmiri Mixture 30g, 200g, 400g
12. Cornflakes Mixture 30g, 200g, 400g
13. Shahi Mixture 200g
14. Kaju Mixture 30g, 200g, 400g
15. Chana Dal 42g, 200g
16. Chana Cracker Masala 20g, 200g
17. Chana Cracker Heeng 20g, 42g, 200g
18. Chana Jor Garam 200g
19. Kabuli Chana 40g, 200g
20. Long Sev 200g
21. Methi Sev 200g
22. Hara Chidwa 200g
23. Gujarati Mix 200g

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24. Chatpata Matar 20g
25. Nimbu Masala 20g, 42g, 200g
26. Madrasi Mixture 200g
27. Kachori 200g
28. Baked Bite 200g
29. Mini Bhakhar Badi 200g
30. Chakoli 200g
31. Murukku 200g
32. Milk Mathri 200g
33. Mathri 200g
34. Chai Puri 200g
35. Samosa 200g
36. Panchrattan 200g, 400g
37. Mint Lachha 15g, 65g, 200g
38. Chilli Chatak Lachha 15g, 65g, 200g
39. Spicy Banana Chips 35g, 200g
40. Salted Banana Chips 200g
41. Tangy Tomato Banana Chips 200g
42. Banana Chips 200g
43. Red Chili Banana Chips 35g
44. Boondi 42g, 200g, 400g
45. Diet Murmura 50g, 150g
46. Diet Chiwda 50g, 150g
47. Jhal Muri 25g, 50g, 150g
48. Diet Mixture 50g, 150g
49. Lemon Bhel 25g, 50g, 150g
50. Fatafat Bhel 45g, 150g
51. Sev Murmura 50g
52. Pani Puri 360g

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53. Bhel Puri 110g, 200g

PEANUTS & FUN MEALS

54. Masala Peanuts 200g
55. Nut Cracker 20g, 42g, 90g, 200g, 400g
56. Salted Peanuts 20g, 42g, 90g, 200g
57. Gup Shup peanuts 20g, 42g, 200g
58. Heeng Jeera Peanuts 20g, 42g, 200g
59. Nimbu Pudina Peanuts 42g, 200g
60. Fun Wheel 25g
61. Lightly Spiced Fries 13g, 28g, 65g
62. Tomato Hearts 25g

FUN FOODS
63. Classic Salted 17g, 37g, 38g, 58g, 70g, 200g
64. Pudina Treat 17g, 37g, 38g, 58g, 70g
65. Mast Masala 17g, 37g, 38g, 58g, 70g
66. Tangy Tomato 17g, 37g, 38g, 58g, 70g
67. Sour Cream n Onion 17g, 65g
68. Sweet Thai Chilli 17g, 65g
69. Aloo Masala 18g, 90g
70. Papri Chaat 16g, 36g
71. Mango Achaari Masala 27g, 66g
72. New Chatpata Masala Takatak 24g, 61g, 105g, 120g
73. Cheezi Balls 22g, 48g, 60g, 75g
74. Tomato Rings 22g
75. Masala Rings 22g
76. Masala Puffs 22g
77. Teekha Achari Masala 24g, 60g

78. Crispy Tangy Tomato 24g, 60g, 100g

SWEETS

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79. Soan Papdi Desi Ghee 100g, 250g, 500g, 1kg
80. Soan Papdi vegetable Ghee 100g, 250g, 500g, 1kg
81. Soan Papdi Chocolate 250g, 500g
82. Soan Papdi Coconut 250g, 500g
83. Soan Papdi Orange 250g, 500g
84. Soan Cake 250g, 500g
85. Dry Petha 500g
86. Patisa 500g
87. Soan Halwa 250g, 500g
88. Karachi Halwa 250g, 500g
89. Gulab Jamun 500g, 1kg
90. Rasgulla 500g, 1kg
91. Kalam Petha 1kg
92. White Rasbhari 500g, 1kg
93. Kesar Gandheri 1kg
94. Chamcham 1kg
95. Kesar Rasbhari 1kg
96. Rasmalai 1kg
97. Rajbhog 1kg

SYRUPS & SHERBETS

98. Badam Kesaria 1kg
99. Thandai Kesaria 1kg
100. Rose Syrup 1kg
101. Khus Syrup 1kg
102. Orange Crush 1kg
103. Lemon Crush 1kg
104. Shikanjee Lemon Crush 1kg
105. Mango Panna 1kg
106. Fruit Punch 1kg

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107. Pineapple Punch 1kg

PAPADS & KHAKHRAS

108. Punjabi Masala 200g, 400g
109. Javitri 200g, 400g
110. Mirch Masala 200g, 400g
111. Medium Masala 200g, 400g
112. Sada 200g, 400g
113. Chana 200g
114. Jeera 200g
115. Masala Khakhra 180g
116. Methi Khakhra 180g
117. Jeera Khakhra 180g

COOKIES & RUSK

118. Badam Pista 200g
119. Chocolate Cookies 200g
120. Cashew Cookies 200g
121. Jeera Cookies 200g
122. Cooconut Cookies 200g
123. Almond Cookies 200g
124. Khari 200g, 400g
125. Methi Khari 200g, 400g
126. Jeera Khari 200g, 400g
127. Masala Khari 200g, 400g
READY TO EAT
128. Paneer Makhani 300g
129. Mutter Paneer 300g
130. Kadhi Pakoda 300g
131. Bhindi Masala 300g
132. Dal Chawal Tadka 250g
133. Aloo Palak 300g

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134. Rajma Raseela 300g
135. Dum Aloo 300g
136. Choley 300g
137. Dal Makhani 300g
138. Navrattan Mix Veg 300g
139. Yellow Dal Tadka 300g
140. Pao Bhaji 300g
141. Kadhai Paneer 300g
142. Aloo Mutter 300g
143. Palak Paneer 300g
144. Hyderabadi Biryani 200g
145. Shahi Paneer 300g
146. Yellow Dal With Plain Rice 375g
147. Dal Makhani With Peas Pulao 375g
148. Choley With Jeera Rice 375g
149. Rajma With Jeera Rice 375g
150. Shahi Paneer With Plain Rice 375g
151. Kadhi Pakoda With Jeera Rice 375g
152. Punjabi Sarson Da Saag 300g
153. Moong Halwa 300g
FUN FOODS & PICKLE
154. Lime Pickle 400g, 1kg
155. Mango Pickle 400g, 1kg
156. Mixed Pickle 400g, 1kg
157. Green Chilli Pickle 400g, 1kg
158. Macaroni 180g, 450g
159. Vermicelli 150g, 200g, 500g, 1kg
160. Fussilli 180g, 450g
161. Sattu 200g, 500g
162. Sattu Jeera Mix 200g, 500g
163. Suji Rusk 135g, 300g

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 COMPETITORS
COMPETITORS OF HALDIRAMS
The snack industry in Delhi is highly competitive where not only National and International brands exist
but also local brands have made their prominently. Among all HALDIRAMS has the advantage of early
mover but others also picking up quickly. There are many competitors in Delhi for Haldirams which a
matter of concern. The list of Haldirams competitors is as follows:

NAMKEENS Bikaji namkeens, Bikano namkeens, Bikanerwala namkeens, Balaji

namkeens, lehar Namkeens, Kurkure Namkeens, Nanaji Namkeens

FUN FOOD Bingo, Lays, Kurkure, Yellow Diamond, Parles, Pringles

SWEETS Bikano, MTR, Bikanerwala, Bharat Sweets, Aggarwal Sweets

SYRUPS Humdard, Kisan, Dabur, Guruji thandai, Patanjali

& SHERBETS

PAPAD Lijjat, Bikaji, Maheshwari, Patanjali

& KHAKHRA

COOKIES Britannia, Priyagold, Bakemans, Parle, Sunfeast, Patanjali, Duke,

& RUSK Anmol

READY TO EAT Milkmaid, Nestle, MTR, Rishta Food, McCain, Knoor

PICKLE & FUN FOODS MTR, Nilons, Tops, Patanjali, Bambino

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 SWOT ANALYSIS
STRENGTH
1. Haldirams has a large product basket for the
customers to choose from. One of the biggest
reasons for their Namkeen segment succeeding
is the continuous updation of their product
range.
2. Their brand is associated with tradition and
quality.
3. Broad consumer base: All sections of society
and all age groups of people consumes
Haldirams products.
4. Their products are known among the most
hygienic products available in this segment.
5. By launching small packets of their diverse
Namkeen products, they have successfully
penetrated the rural markets.
OPPORTUNITY
1. To cut into the unbranded sector by reducing
prices to capture value conscious customers.
2. Since there are no competitors of Whoopies
and Snack Lite and both the products has got a
tremendous market. Both products can be
market leader.
3. Market share can be increased if Haldirams
do aggressive advertisement.
4. Haldirams can steel a big empty market by
launching a premium line of specific products
for high end consumers.
WEAKNESS
1. Haldirams doesnt lay emphasis on the need to
carry out market survey either to know the
consumer needs or their feedback.
2. Haldirams doesnt gives much importance to
advertisement and doesnt focus on it.
3. Schemes given to retailers are not enough as
compare to other brands and no credit sales for
distributors.
4. The company is not as cash rich as its competitors,
which gives its competitors an edge.
5. Very weak in vermicelli, macaroni, pickle and
ready to eat segment.
THREATS
1. If Haldirams doesnt realize the importance of
aggressive advertising, its competitors will cut into
its market share as they do advertise on a large
scale.
2. Competition from local restaurants cum sweet
shops.
3. Cash rich companies like Frito Lays, ITC, etc.,
which is cash rich companies, can actually
undercut Haldirams profits as they can afford to
reduce their prices.
4. Credit sales provided by the competitors of
Haldirams.
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 CHAPTER 3
OBJECTIVE OF
REPORT

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 OBJECTIVE OF THE REPORT

The topics that is being taught in classroom at PGDM program is completely theoretical so during the
summer training I have compared and learnt how the marketing activity in an organization varies with
theory and how this theoretical knowledge is being applied in an organization and how much they are
being applicable so This internship is quite helpful to know and understand.

In the Summer Internship I worked on a topic Marketing Research and Sales & Distribution I have
Choose the topic with some objectives for those I have to do study.
So for this my objectives are:

To study the working of Sales and Marketing done by Haldirams.

To Study the distribution network of Haldirams Products.
To Study about the consumer attitude towards Haldirams Namkeens and Sweets (Western and
Traditional Snacks).
To study about the retailers Perception towards Haldirams products and margin that they get from
Haldirams Products.
To carry out a competitive analysis of Haldirams Snacks with its competitor brands in the same
segment available in Delhi.
To study which highest selling product in 4 different markets. An which market is having highest
market share among 4 different markets.

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 CHAPTER 4
LITERATURE REVIEW

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 LITERATURE REVIEW
After China, India is the second largest food producer in the world with the potential of being the
number one in the future. The recent surprising rise in the packaged and processed foods demands
noted mainly in the metropolises, are due to a variety of reasons. India is on this position just
because of its happy and satisfied consumers. There are few studies that are conducted earlier on
consumer satisfaction and retailers perception.

1. In the study (Martin and joseph, 2013) concluded that the first position goes to lays
Followed by Kurkure and Karthika. The majority of customer and retailers expressed that price
i.e., Lower price is the most important factor followed by Variety and Availability with respect to
Customers and Availability and Advertisement according to retailers.

2. In another study (Borana, 2015) concluded that the retailers were satisfied with the stock delivery
and emergency order to some extent. It was also found that 44% of retailers were satisfied with the
distribution network where as 49% of retailers were fully satisfied with meetings organized by the
company.

3. In a study (Jaafar, Lalp and Naba, 2012) concluded that, perceived value becomes the most
important criteria in consumers purchasing of private label brand food product, followed by other
factors (i.e. store image, perceived risk, perceived quality, perceived price and etc.). The result of
this study also shows the association between almost all independent variables and purchase
intention towards private label brand food products. Further examination of these associations
indicate that the most significant factor that influencing consumers purchase intention toward
private label food products are consumers attitude and perceived price

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 CHAPTER 5
RESEARCH
METHODOLOGY

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 RESEARCH METHODOLOGY
INTRODUCTION TO RESEARCH:-
The following methodology will be used to state and justify the reason for using the different
methods selected for the research of this project. In order to achieve the aims and objective of this
study, it is very important that researcher should use sound research tools and techniques and know
how best to analyze the results. Here, the combination of research methods has been utilized in
gaining an insight to a complex and changing area.
As in the research, the theory is already available about the consumer behavior and retailers
perception for the product by taking into consideration the price, quality brand preference and the
Retailers margin. Hence, the researcher has to find out the behavior of consumer and retailers
toward the product by knowing the preference in the packaged food product market by comparing
the prospect market of the available competitors.
RESEARCH TYPE
The research type for this research report is Descriptive research.
RESEARCH SECTOR
Researcher is going to carry out the research on the prospects of the packaged Namkeens,
Western snacks, ready to eat products and sweets because the research is aimed at the
consumer and retailers behavior in context of Haldirams.

RESEARCH POPULATION
Research population comprises of each and every person come under the terms Consumers
and Retailers. Consumer may be working persons, housewives, students and impulsive
buyers & Retailers are those who are selling Haldirams products.

SAMPLING SIZE
Sampling size for consumer is 293 consumers.
Sampling size for retailers is 84 retailers.
Sampling size for sales and distribution is 80 retailers.

SOURCE OF DATA AND METHODS OF DATA COLLECTION

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 As the project title itself describes the research of consumer as well as retailers so the
research is conducted related to factors that consumer take into consideration while
purchasing Haldirams Namkeen and sweets. Here in the survey primary data is collected
with the help of questionnaire method to get the main theme of the project. And a stock
status survey is done with the help of stock status performa form different retailers.

SAMPLING TECHNIQUES
Convenient sampling method is used to do research. This is the type of non-probability
sampling. This method relies on data collection from population members who are
conveniently available to participate in study. Convenience sampling is a type of sampling
where the first available primary data source will be used for the research without additional
requirements.

TOOLS AND TECHNIQUES USED

The analysis will be done in two parts. One will be consist of analysis using SPSS and the
other will be consist of analysis by using various graphical methods. In both the analysis
responses of consumers and retailer both will be analyzed. The raw data is not fruitful if it
is not analyzed properly. There are various tools available in the statistical field. Some
statistical tools used for analyzing the data are as follows:
Use of statistical Package for social Studies.
Hypothesis testing
Use of non-parametric test (Chi-Square test)
Use of parametric tests (Anova, correlation)
K-related sample (Friedman)
Means, Median
Pie chart
Bar graphs

29 | P a g e
 CHAPTER 6
ANALYSIS AND
FINDINGS

30 | P a g e
 ANALYSIS

SPSS (Consumer)
Reliability Analysis and Factor Analysis
This test is done to check that the given scale is reliable or not. In reliability analysis our sample size should
always be more than 10 times of the number of scale questions.

Reliability Statistics

Cronbach's
Alpha N of Items

.824 5

In this we can see that the value of Cronbachs alpha is .824 i.e. > .06 by this we can say that the given
scale is reliable and further factor analysis can be done on this as well as other analysis can also be done.

Correlation Matrix

Advertisement Quality Taste Price Packaging

Correlation Advertisement 1.000 .506 .398 .321 .301

Quality .506 1.000 .670 .370 .537

Taste .398 .670 1.000 .463 .727

Price .321 .370 .463 1.000 .499

Packaging .301 .537 .727 .499 1.000

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .779

Bartlett's Test of Sphericity Approx. Chi-Square 581.122

Df 10

Sig. .000

KMO test- This test is used to examin appropriatness of Factor analysis and sample size adequacy here the
value of KMO need to be > .5

31 | P a g e
Here KMO value = .779 i.e. >.5 so we can say that Factor analysis can be applied and sample size is
adequate.
Bartletts Test of Spheticity- This test is used to examine whether the variable are correlated or not. If found
correlate Factor analysis can be applied.
Ho: No relation among Variable.
H1: Variables are correlated.
In table Chi-Square = 581.122
DF= 10
Sig.= .000
Here sig. < .05
Therefore reject Ho
Thus the variables are correlated and factor analysis can be applied.

Total Variance Explained

Initial Eigenvalues
Compo
nent Total % of Variance Cumulative %

1 2.951 59.024 59.024

2 .789 15.789 74.813

3 .648 12.965 87.778

4 .372 7.438 95.216

5 .239 4.784 100.000

Extraction Method: Principal Component Analysis.

The Total variance explained by the factor analysiss result is shown in along with the Eigen value at each
stage. When the Eigen value drops below 1.0 Factor analysis is stopped. Here the Eigenvalue is > 1 in only
1st component so after 1st component the factor analysis will be stopped.
From the table we can say that only 1 factor can be extracted and the total variation explained is 59.024
thus this implies that by applying factor analysis 40.976% data is reduced.

Problem: To check whether the preference of snacks and age is dependent on each other?
Solution:
Here in this problem both age group and Snack preference is categorical data. In case of categorical data
we apply Chi-Square test to do analysis.

32 | P a g e
H0: Snacks preference and age of the consumer are independent of each other.
H1: Snacks preference and age of the consumer are not independent of each other.

Age * Snacks Cross tabulation

Snacks
Count Traditional Western Both the
Snacks Snacks snacks Total

10-20 7 4 30 41

21-30 52 15 122 189

31-40 3 1 7 11

41-50 3 2 19 24

51 above
1 4 23 28

Total 66 26 201 293

Chi-Square Tests

Asymp. Sig. (2-

Value df sided)

Pearson Chi-Square 11.186a 8 .191

Likelihood Ratio 13.567 8 .094

Linear-by-Linear Association 4.006 1 .045

N of Valid Cases 293

Since, Calculated value >
.191 > .050
Thus Ho is accepted.
This implies that Snacks preference and Age of the consumer is independent of each other. Means they
both are not dependent on each other. Here, we cannot say that any specific age group prefer any specific
product.

Problem: To check whether the average advertisement effectiveness is same among difference age group.
Solution:

33 | P a g e
Here in this problem Advertisement effectiveness is Scale data and Age group is Ordinal data so we will
be applying Parametric test to do further analysis. Responses are separated into 5 different age groups so
we will be using ANOVA here.
Ho: Advertisement effectiveness is same among all the age groups
(1= 2= 3= 4= 5)
H1: Advertisement effectiveness is not same among different age groups.
(At least 1 i is different)

Descriptives

Advertisement

95% Confidence Interval for Mean

N Mean Std. Deviation Std. Error Lower Bound Upper Bound Minimum Maximum

10-20 41 2.83 1.263 .197 2.43 3.23 1 5

21-30 189 2.83 1.147 .083 2.66 2.99 1 5

31-40 11 2.00 .894 .270 1.40 2.60 1 4

41-50 24 1.75 1.073 .219 1.30 2.20 1 4

51 above 28 1.14 .356 .067 1.00 1.28 1 2

Total 293 2.55 1.228 .072 2.40 2.69 1 5

ANOVA

Advertisement Sum of Squares Df Mean Square F Sig.

Between Groups 91.656 4 22.914 18.911 .000

Within Groups 348.972 288 1.212

Total 440.628 292

In table 1 we can see that the average advertisement effectiveness for age group 10-20 & 21-30 is 2.83 with
the standard deviation of more than 1 which is somewhere near to neutral and as the age group increases
the advertisement effectiveness is decreasing. And the average advertisement effectiveness of total sample
i.e. 293 is coming out to be 2.55 means it lies between partially dissatisfied to neutral.
Here is the Anova table we can see that the Sig. value is equal to .000
i.e. <
So. o is rejected and 1 is accepted
So here the researcher can say that the average advertisement effectiveness differs among different age
groups.

34 | P a g e
Problem: To check whether the average advertisement effectiveness is same among difference Users.
Solution: Here in this problem Advertisement effectiveness is Scale data and Users is Ordinal data so we
will be applying Parametric test to do further analysis. Responses are separated into 3 different Users so
we will be using ANOVA here.
Ho: Advertisement effectiveness is same among all the Users.
(1= 2= 3= 4= 5)
H1: Advertisement effectiveness is not same among different Users.
(At least 1 i is different)

Descriptive

Advertisement

95% Confidence Interval for

Mean
Std.
N Mean Deviation Std. Error Lower Bound Upper Bound Minimum Maximum

Light user 84 2.54 1.113 .121 2.29 2.78 1 5

Medium user 134 2.77 1.274 .110 2.55 2.99 1 5

Regular user 75 2.16 1.186 .137 1.89 2.43 1 5

Total 293 2.55 1.228 .072 2.40 2.69 1 5

ANOVA

Advertisement Sum of Squares df Mean Square F Sig.

Between Groups 17.827 2 8.913 6.114 .003

Within Groups 422.801 290 1.458

Total 440.628 292

In table 1 we can see that the average advertisement effectiveness on light user is 2.54 which is in between
in neutral and partially dissatisfied with the standard deviation of 1.113 and for Medium users the average
advertisement effectiveness is 2.77 which is near to Neutral with the standard deviation of 1.274. For
regular users the average advertisement effectiveness is less then light and medium users i.e. 2.16 with the
standard deviation off 1.186.
Here is the Anova table we can see that the Sig. value is equal to .003
i.e. <
So. o is rejected and 1 is accepted

35 | P a g e
So here the researcher can say that the average advertisement effectiveness differs among different users
of Haldirams.
Advertisement effectiveness is more in case of Medium users followed by light users and then Regular
users.

Problem: To know the relation that exist between Quality and Taste.
Solution: Here in this problem both the data is scale data. So to test the relation between quality and taste
we will be applying Karl Pearson Correlation.
Ho: No relation exist between Quality and Taste.
H1: There exist a relation between Quality and Taste.

Correlations

Quality Taste

Quality Pearson Correlation 1 .670**

Sig. (2-tailed) .000

N 293 293

Taste Pearson Correlation .670** 1

Sig. (2-tailed) .000

N 293 293
Only when correlation < .05 then only there exist relation between 2 variables.
Here in this case Sign. Value < .05
Therefore, Ho is rejected so there exist relation between Quality and Taste.
Here, R= .670 it shows that there exist moderate positive correlation between Taste and Quality. Positive
correlation means that the consumer has same perception about taste and quality. Is they think that taste is
bad this implies that the quality is also bad.

Problem: To determine whether the purchase decision is same among different brands or not (Traditional
snacks).
Solution: Here the researcher wants to test that which brand is most preferred by consumers in traditional
snacks. Here the data collected by the consumer is ordinal data. The researcher will be using Friedman test
to check the brand preference.

36 | P a g e
Ho: Consumer has same preference for all the brands in traditional snacks.
H1: Consumer has different preference for at least one brand in traditional snacks.

Friedman Test
Test Statisticsa

N 293

Chi-Square 55.286

Df 3

Asymp. Sig. .000

a. Friedman Test
Here sig. value <
.000 < .050
Therefore, Ho is rejected.
Hence, H1 is accepted. So the researcher can say that the purchase decision of consumer is different in
traditional snacks.

Ranks

Mean Rank

Tra_Haldirams 2.02

Tra_Bikano 2.68

Tra_Lehar 2.67

Tra_Kurkure 2.64
We can see the mean ranks of different available brands here.
Consumer prefer Haldirams the most when it comes to purchasing traditional snacks.
Then there comes Kurkure Namkeens and followed by Lehar Namkeens and then Bikano Namkeens.

Problem: To determine whether the purchase decision is same among different brands or not (Western
snacks).
Solution: Here the researcher wants to test that which brand is most preferred by consumers in western
snacks. Here the data collected by the consumer is ordinal data. The researcher will be using Friedman test
to check the brand preference.
Ho: Consumer has same preference for all the brands in western snacks.
H1: Consumer has different preference for at least one brand in western snacks.

Friedman Test

37 | P a g e
 Test Statisticsa

N 293

Chi-Square 47.946

df 3

Asymp. Sig. .000

a. Friedman Test
Here sig. value <
.000 < .050
Therefore, Ho is rejected.
Hence, H1 is accepted. So the researcher can say that the purchase decision of consumer is different in
western snacks.

Ranks

Mean Rank

wes_Haldirams 2.57

wes_Lays 2.06

wes_Bingo 2.75

wes_YellowDiamond 2.62
Consumer prefer Lays (Owned by PepsiCo, Frito lay) the most with mean rank of 2.06 when it comes to
purchasing western snacks.
Then there comes Haldirams with mean rank of 2.57 which is followed by Yellow diamond and then
Bingo.

Problem: To Study the overall satisfaction derived by the consumers of Haldirams Namkeens and sweets.
Solution: To study the overall satisfaction derived by the consumer of Haldirams Namkeens and sweets
we first have to take the average of ratings given by each consumers Advertisement effectiveness, Quality,
Price, Taste and Packaging in respect to Haldirams and then take the average of total to calculate the
average satisfaction.

38 | P a g e
 Statistics

Satisfaction

N Valid 293

Missing 0

Mean 3.0628

Std. Deviation .98517

Variance .971

Skewness -.119

Std. Error of Skewness .142

Kurtosis -.625

Std. Error of Kurtosis .284

Minimum 1.00

Maximum 5.00
From the given table we can see that the average satisfaction derived by the consumers of Haldirams is
3.0628 with the standard deviation of .98517. The mean responses of consumer varies from 4.04797 to
2.07763. From this we can easily interpret that the consumers oh Haldirams are neutral toward it i.e. they
are neither satisfied nor they are dissatisfied.
Here, we can see that this data is negatively skewed with skewness -.119. and we can see that the kurtosis
is -.625 which shows that here the curve is flatter than the normal curve.
Graphical Analysis (Consumers)

Which snacks consumer prefer the most?

In a survey conducted on Delhi consumers of

Haldirams on 293 consumers, it has been fund
that 22% consumers only prefer Traditional
snack and only 9% consumers prefers western
snacks.

69% respondents claims that they prefer both

the snack.

So we cant say that traditional snacks are for

elders and western snacks are for kids.

39 | P a g e
Consumer preference in Traditional snacks and western snacks.
Haldirams has a good image in tradition snacks
segment and no doubt in this segment Haldirams
is the market leader. There are some frequently
used or most used Namkeens of Haldirams.
In this survey only in SPSS analysis of consumer
it was proved that among 4 different Traditional
Snacks brands Consumer prefer Haldirams the
most which is followed by Kurkure Namkeen,
Lehar Namkeen an then Bikano Namkeen.
Out of 293 respondents almost half of the
respondents claims that they prefer bhujia in
traditional snacks. Which is followed by bhujia
with 23% respondents. Moong daal and peanut/
chana are not much preferred because only 16%
and 14% respondents prefer them from the given
options respectively.
No doubt Haldirams is the market leader in
Traditional snacks and consumers prefer
Haldirams first when it comes on Traditional
Snacks.
But in Western snacks market Lays (PepsiCo) is
the market leader and Haldirams is facing stiff
competition from them.
A survey conducted on 293 consumers of Delhi
and it was found that the highest preference of
consumer is with Haldirams chips which is 34%
and 31% consumers prefer Taka-tak whereas
Whoopies is with 20% preference and the 4th
western snack among all these i.e. snack lite is
preferred by 15% consumers. In Snack Lite range
Haldirams doesnt have any other big competitor
so Haldirams is having opportunity to accelerate
in Western market with snack lite.
40 | P a g e
Which Packed sweet of Haldirams is tried by Consumers?

Everyone has a perception in mind to purchase

sweets from a nearby sweet shop. So a survey
conducted on 293 consumers as only 7%
consumers said that they havent tried
Haldirams packed sweets. Rest 93% consumers
have tried one or other sweet of Haldirams.

Out of these 93% consumers 37% consumers

have tried Packed Rasgulla of Haldirams which
is followed by Soan Papdi with 34% and then
Gulab Jamun with 22%.

Soan Papdi and Rasgulla are also the frequently

Sold Packed Sweets of Haldirams. It was
observed while visit to the retail stores with sales
officer of Haldirams

Would you suggest Haldiram's Products to your family and relatives?

Out of 293 consumers survey for this Summer
internship Project it was found that 267
consumers said that yes they will suggest
Haldirams products to their family and friends.
And only 26 consumers said that they will not
suggest it to their family and friends. This 91%
shows that the satisfaction of Haldirams
consumers with their products. This 91% shows
the brand preference among consumers and this
91% shows what all Haldirams has earned in
these 82 years of their business.

This is nothing but the brand loyalty of the

consumer. If we make a consumer satisfied with
our products again and again then he/she will
always suggest our products to their family and
friends.

41 | P a g e
SPSS (Retailers)
In case of retailer the sample size taken is 84.
Problem: To know whether packet size and market location is dependent or not.
Solution: Here in this problem packet size and market location both the data is nominal data (Categorical
data) so the researcher has to apply non parametric test i.e. Chi-Square test.
Ho: Packet size and market locations are independent of each other.
H1: Packet size and market locations are not independent of each other.

Location * Packet sold Cross tabulation

Packet sold
Location
Rs. 5 Rs. 10 Rs 20 above Total

Noida 0 12 12 24

Dadri 3 5 12 20

Delhi 0 9 11 20

Vasundhara 0 4 16 20

Total 3 30 51 84

Chi-Square Tests

Asymp. Sig. (2-

Value df sided)

Pearson Chi-Square 15.268a 6 .018

Likelihood Ratio 14.349 6 .026

Linear-by-Linear Association 3.129 1 .077

N of Valid Cases 84

Since, Calculated value <

.018 < .050
Thus Ho is rejected.
H1 is accepted
Thus Market location and packet size are not independent of each other. This shows that there is a relation
between the market location and packet size.
We can easily observe that the sale of packet price of Rs. 20 and above is more than the sale of Packet
price Rs 10 and Rs 5 in all the 4 locations.

42 | P a g e
Problem: To study whether the average satisfaction level of margin is same among the retailers of all the
4 location is not.
Solution: Here in this problem Margin of retailers is Scale data and Location is Nominal data so we will
be applying Parametric test to do further analysis. Responses are separated into 4 different locations so we
will be using ANOVA here.
Ho: Average satisfaction level of margin is same among the retailers of all the 4 locations.
(1= 2= 3= 4= 5)
H1: Average satisfaction level of margin is not same among the retailers of 4 different
locations.
(At least 1 i is different)

Descriptives

Margin

95% Confidence Interval for Mean

N Mean Std. Deviation Std. Error Lower Bound Upper Bound Minimum Maximum

Noida 24 3.83 1.049 .214 3.39 4.28 1 5

Dadri 20 3.55 1.356 .303 2.92 4.18 1 5

Delhi 20 3.10 1.021 .228 2.62 3.58 1 5

Vasundhara 20 3.70 .923 .206 3.27 4.13 1 5

Total 84 3.56 1.112 .121 3.32 3.80 1 5

ANOVA

Margin Sum of Squares df Mean Square F Sig.

Between Groups 6.419 3 2.140 1.778 .158

Within Groups 96.283 80 1.204

Total 102.702 83
In table 1 we can see that the average satisfaction of margin in location 1 i.e. Noida is 3.83 which is near
to partially satisfied. With the standard deviation of 1.049 means that it has a range from 2.781 to 4.879.
And the average satisfaction of margin in location 2 and i.e. Dadri and Delhi is 3.55 and 3.10 with the
standard deviation of 1.356 and 1.021 respectively. And for the 4th location i.e. Vasundhara the average
satisfaction of margin is 3.70 which is also near to partially satisfied with the standard deviation of .923. In
vasundhara the standard deviation is least as compare to the other 3 locations.
Here is the Anova table we can see that the Sig. value is equal to .158
i.e. >

43 | P a g e
So. o is accepted and 1 is rejected
Thus, Average satisfaction of margin is same among all the four locations. Hence we can say that there is
no difference in the satisfaction of margin to the retailer of Haldirams. and the average satisfaction of
margin from all the four location is 3.56 with the standard deviation of 1.112 so we overall we can say that
the average satisfaction level is lie between neutral to partially satisfied.

Problem: To check whether there exist any relation between the sale of western snacks and traditional
snacks.
Solution: Here both sale of western snacks as well as sale of traditional snacks both are nominal data so
the researcher will be using phi coefficient here to calculate the correlation.
Ho: No relation exist between Sale of western snacks and sale of traditional snacks.
H1: There exist a relation between sale of traditional snacks and sale of western snacks.

Symmetric Measures

Value Approx. Sig.

Nominal by Nominal Phi .323 .461

Cramer's V .186 .461

N of Valid Cases 84

Here we can see that the sig. value is .461

i.e. sig. value is > (0.050)
Therefore, Ho is accepted and H1 is rejected
Thus, no relation exist between sale of traditional snacks and sale of western snacks.

44 | P a g e
Graphical Analysis (Retailers)

Which is the most sold traditional snacks of Haldirams?

As we saw in consumer survey that the most

preferred traditional snack according to
consumers of Delhi is Bhujia.

According to retailers also the most sold

traditional Namkeen is Bhujia which is
followed by mixtures with 37% share.

Here also moong daal and peanut/ chana are

with 12% and 5% share.

Bhujia and mixtures are most common

Namkeens and much preferred by consumers.

Which is the most sold western snacks of Haldirams?

Out of these 4 western snacks offered by

Haldirams the most preferred are Chips and
Taka-Tak with 45% and 36%.

Out of 84 retailers 38 retailers claim that the

most sold western snack is Chips and 30 retailers
claim that the most sold Haldirams snacks is
Taka-Tak. This is the responses of 84 retailers of
4 different markets. It might be possible that one
product is sold more in one market and not in
other market. But Chips and Taka-tak are sold
more in every market

45 | P a g e
Which is the most preferred brand in Namkeen and Sweets sector?

According to retailers of 4 different market

Haldirams is the most preferred brand for
packed Namkeen and sweets followed by
Kurkure Namkeen with 27% share.

But here the case is different for Bikano and

Lehar. According to consumers Lehar is
most preferred then Bikano but here
according to retailers Bikano has 13% share
and Lehar has 6% share.

It might be because of the consumer survey

is of Delhi only but the Retailer survey is of
4 different market.

Retailers satisfaction for the Margin they get in Haldirams Products.

Out of 84 retailers 31 retailers claims that

they are partially satisfied with the Margin
that they get from Haldirams and24 said
that they are neither satisfied nor
dissatisfied. The mean value is coming in
between neutral and partially satisfied. So
retailers are slightly moving to satisfaction
level. Haldirams is offering more margin
then its competitors.

46 | P a g e
 STOCK STATUS ANALYSIS OF 4 DIFFERENT MARKETS
In stock status analysis, I have visited 20 retailers for 4 different markets with sales officer
of Haldiram snacks Pvt Ltd. and done a survey of their stock. In Haldirams the market is
divided into 2 category. First one is small category and the other one is large category. For
both the category the distributors are different. Small category distributors can sell only
product of Rs. 5, Rs. 10 and Rs. 20 only and large category distributors can sell products
having MRP more than Rs. 20.
In this analysis 4 data of total 80 retailers has been taken and from 4 locations i.e. Noida,
Dadri, Delhi and Vasundhara.
While collecting the responses of retailers about their stock status I have asked whether they
face any problem with Haldirams product and find out a few things:
1. They need big stand for merchandizing of Haldirams products.
2. Sometimes the packets of snacks and Namkeens are without air.
3. They have a space problem for merchandize Haldirams products.
4. Sometimes the orders are not delivered on time. It may be because of shortage of
some products or it might be because of less number of visits of salesman in that
particular beat.

These are some mixed feedback that I have got from the retailers of 4 different market.
There are some suggestions to resolve these problems in the Recommendation chapter.

47 | P a g e
 Small Category stock status analysis
S. Market name NOIDA DADRI DELHI VASUNDHARA
No. Product
1. Namkeen 90% 100% 100% 100%
Rs. 5,10 and 20)
2. Chips (Rs. 5) 35% 80% 50% 40%
3. Chips(Rs. 10) 55% 85% 85% 70%
4. Chips(Rs. 20) 80% 80% 45% 40%
5. Taka-Tak(Rs.5) 35% 80% 60% 25%
6. Taka-Tak(Rs.10) 55% 85% 100% 85%
7. Whoopies (Rs. 5) 30% 65% 50% 20%
8. Whoopies(Rs. 10) 80% 75% 95% 65%
9. Panga (Rs. 5) 40% 50% 45% 10%
10. Panga (Rs. 20) 55% 70% 35% 40%
11. Snack lite (Rs. 5) 45% 50% 55% 30%
12. Snack Lite (Rs. 10) 55% 65% 85% 65%
13. Snack Lite (Rs. 20) 90% 80% 50% 35%

Product: Namkeen (Rs. 5, 10 and 20)

Namkeen
In this product the market share of these 4 market
is almost equal where Noida is having slightly
less than Vasundhara and Delhi. This market VASUNDHA
NOIDA
RA
share is of Rs. 5 10 and 20 but if we talk 26%
23%

separately then Dadri is having more share of Rs.

5 packet followed by Delhi and then Noida and
Vasundhara. And for Rs. 10 and 20 Noida and
Vasundhara are on 1st and 2nd place followed by
Delhi and Dadri. This is because of the income DADRI
DELHI 25%
group of people residing in Dadri and Noida and 26%
vasundhara.

48 | P a g e
Product: Chips Price range: Rs. 5, Rs. 10, Rs. 20

For Rs. 5 packet Dadri is having highest share with 39% and followed by Delhi vasundhara and Noida
with 24%, 20%, and 17% respectively. In Rs. 5 segment Dadri is having highest share and Noida is
having lowest share and the difference is the share is more than 20%.

For Rs. 10 packet the highest share is for Dadri and Delhi market with 28% and followed by vasundhara
and Noida with 24% and 20% respectively. Here in this segment Haldirams is going much better as the
difference in the market in not much but still Haldirams need to focus on Noida to penetrate sales for
Rs. 5 and Rs. 10 packet.

For Rs. 20 packet Noida is doing much better as compare to Rs. 5 and Rs. 10 packet because Noida and
Dadri both are markets are having the share of 33% and Delhi and Vasundhara market are having a share
of 18% and 16% respectively. Here the difference in the highest and lowest market share is huge.

Product: Taka-Tak Price range: Rs. 5 and Rs. 10

49 | P a g e
For Rs 5 packet Dadri is having a huge market and has 40% market share followed by Delhi with 30%.
Whereas Noida and Vasundhara are lagging behind with 17% and 13% respectively. In segment of
taka-tak Rs. 5 in Vasundhara market 1 out of 4 retailer is having taka-tak. This ratio is really very low
and Haldirams need to take some steps to increase sale in Vasundhara market.
For Rs. 10 packet Delhi is the market leader among these 4 markets with a share of 31% followed by
Dadri and Vasundhara with 26% and here Noida is lagging behind with 17% market share only. Here
the difference is more than 15%.
Product: Whoopies Price range: Rs. 5 and Rs. 10

For Rs. 5 packet Dadri is the market leader with 40% share followed by Delhi with 30% share. Here
also just like taka-tak Rs. 5 Noida and Vasundhara are far behind then Dadri and Delhi with market
share of 18% for Noida and 12% for vasundhara. In vasundhara only 1 out of 5 retailers are selling
Whoopies Rs. 5 packet. Haldirams needs to increase the sales in this market before any other
competitor takes the advantage.
For Rs. 10 packet Haldirams is much better because they are having share in range 21% - 30% which
shows that Haldirams is doing same in all the 4 markets. And in Delhi the sales of Whoopies is highest
than any other western snacks because 9 out of 10 retail stores are having Whoopies Rs. 10 packet
followed by Noida and Dadri where almost 8 retail stores out of 10 are selling Rs. 10 Whoopies packet.

50 | P a g e
Product: Panga Price range: Rs. 5 an Rs. 20

For Rs. 5 packet Dadri is the leader with 34% share followed by Delhi and Noida with 31% and 28%
share respectively. Here in this segment Vasundhara in having just 7% market share because only 1
retail store out of 10 is selling Panga. This product is having the lowest sale in vasundhara market.
For Rs 20 packet also Dadri is the market leader with 35% market share followed by Noida with 28%
and vasundhara with 20%. Here in this segment Delhi is having the lowest share with 17% only where
4 out of 10 stores are selling Panga Rs. 20 packet.
Product: Snack Lite Price range: Rs. 5, Rs. 10 and Rs. 20

In Snack Lite range it can be clearly seen that the market is equally divided for all the 3 packets. Only
Vasundhara market is slightly down for Rs. 5 and Rs. 20 packet. Overall snack light is performing well

51 | P a g e
in Noida, Dadri and Delhi market. For Rs. 5 packet Haldirams need to increase the sales in all the
market because 5 retailer stores out of 10 are selling snack lite Rs. 5 packet.
Findings:
From Small category survey I have found that Dadri which is a small town in Uttar Pradesh near
Ghaziabad is having the highest market share in all the products and even in all the packet range. In
this survey the overall market percentage for all the product and with all the price range is 30 % which
is followed by Delhi with 27% and then Noida and Vasundhara with 23% and 20% respectively. We
can never say that is location is big or having a huge market will be having more market share. Because
Dadri is smaller than Noida and vasundhara and still having more market share then these 2 markets.

52 | P a g e
 Large Category stock status analysis
S. Market name DADRI DELHI VASUNDHARA
No. Product

1. Aloo bhujia/ bhujia/ Moong 200 gm 100% 100% 100%

Daal/ Navratan/ Khatta
2. meetha/ Peanut/ Nut Cracker/ 400 gm 85% 55% 90%
3. Kaju Mix 1 kg 40% 40% 30%
4. Papad/ Soan Papdi/ Tin 250 gm 0% 0% 15%
Sweet/ Sugarfree / Gur Til /
5. Chocoalate / Orange Soan 500 gm 0% 35% 50%
6. Papdi 1 kg 0% 40% 40%
7. Mathri/ Samosa/ Kachori/ 200 gm 80% 60% 85%
Gapshup Peanut/ Punjabi
Tadka/ Chakoli/ Khakhra
8. Diet namkeen / Fatafat Bhel 150 gm 90% 65% 90%

9. Chan Cracker/ Kabuli Chana/ 200 gm 90% 55% 40%

Soyastix/ Chaipuri
10. RTE/Vermicelli/ Macroni/rusk/ 55% 40% 60%
Pickle
Product: Namkeen Packet size: 200gm, 400gm and 1 kg
In the segment of Namkeen (200 gm) all
the 3 markets are performing very well
because every retail store surveyed is
selling 200 gm packet of Namkeen.
In 400 gm packet of Namkeen Dadri and
vasundhara are performing well because
9 stores out of 10 are selling 400 gm
packet but Delhi is lagging behind
because around 6 stores out of 10 are
selling 400 gm packet of Namkeen.
In 1 kg packet all the 3 markets need
improvement and has to increase sale
because only 4 markets out of 10 are
selling 1 kg packet of Namkeen.

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Product: Sweets Packet Size: 250gm, 500gm, 1kg

In Dadri market Haldirams packed sweets are consumed only when there is any festival.
In Delhi market 500gm sweets are sold at 4 stores out of 10 stores which in good in regular
days and same is the case for a pack of 1kg sweets. But there is no sale of 250gm packed
sweets of Haldirams in Delhi.
In vasundhara market sale of sweet is pretty well then other 2 markets as for 250gm packet 2
stores out of 10 are selling this. And if we talk about packet sweets of 500gm then every 2nd
store is selling this in Vasundhara market. For 1kg packed sweets 4 stores out of 10 are
selling.
Product: Mathri/ Samosa/ Kachori/ Khakhra Packet size- 200gm
For Mathri/ kachori/ Samosa/
Khakhra/ Punjabi tadka/ Gupshup
peanut Dadri and Vasundhara
market have almost equal share
with 35% and 38% respectively.
Delhi is slightly low as compared to
the other 2 markets with 27%
In this product segment in all the 3
markets 7 stores out of 10 are
selling these products.

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Product: Diet Namkeen/ Fatafat Bhel Packet size: 150gm

Diet Namkeen and fatafat bhel are

the new products in the Namkeen
segment of Haldirams and both
are performing pretty well in the
market as in vasundhara and Dadri
the market share is 37% followed
by Delhi with 26%.
In vasundhara and Dadri 9 out of
10 stores are selling these 2 new
Namkeens whereas in Delhi 7 out
of 10 stores are selling this
Namkeen.

Product: Chana cracker/ Kabuli chana/ Soyastix Packet size: 200gm

In this segment of this product

Dadri is capturing almost half share
followed by Delhi with 49% and
30% respectively. Whereas
vasundhara is having the market
share of 21%.
In Dadri 9 out of 10 stores as selling
this product followed by Delhi and
Vasundhara with 6 and 4 our 10
stores respectively.

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 Product: Vermicelli/ Macroni/rusk/ Pickle

In this segment Haldirams is facing

tough competition from Bambino
but still consumers are purchasing
vermicelli and Macaroni of
Haldirams.
For these products Vasundhara is the
market leader followed by Dadri and
Delhi with the market share of 39%,
35%, and 26% respectively.
In vasundhara and Dadri market 6
out of 10 retail stores are selling
these products whereas in Delhi 4
out of 10 retail stores are selling
these products.

Findings:
From Large category survey I have found that Vasundhara, which is a new established place in Uttar
Pradesh near Vaishali is having the highest market share in all the products and even in all the packet
range. In this survey the overall market percentage for all the product and with all the price range is 37
% which is followed by Dadri with 33% and then Delhi with 30%. In large category product almost all
the 3 markets are performing somewhere equal. There is slight difference in the market share of these
3 markets.

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 FINDINGS
The major problem is that the company does not have direct and permanent contract with retailers.
It is general complain that there is a big communication gap between the company and the
distributors also do not have contact with the company because distributor have to contact to
C&Fs.

There is shortage of companys racks at outlets. If company dont provides its racks to retailers,
shopkeepers dont keep the Haldirams products on display, instead the products are kept in
curtains which doesnt provides visibility of products to customers while purchasing.

Sometimes the packets are found to be without air so buyers refuses ad they think that it is
defective.

Companies like Lays, ITC, PepsiCo (Frito lay), and Bingo pays amount to shopkeepers to display
their products at the entrance of the shop whereas Haldirams doesnt do so.

o Visibility of competitors products at shops is very high compared to Haldirams products,

Sales Man do not visits retail outlets frequently and as per schedule given by Area Sales
Managers.

Replacement of expired products at retail outlets is a very tedious process. Company do not have
a proper smooth process to replace products. Current process of replacement takes long time.

No credit policy to distributors Competitors do so.

Lacks of Promotion- Consumers are not aware of new products. Competitors being strong.

Retailer has no pressure. Retailers not pushing our product.

Distributive Sales Executive and Sales man are untrained and unskilled. They acts as a delivery
man not a professional Sales man.

Sales Man do not carries ready stock with them. If there is an urgent demand of any product from
retailer, sales man fails to fulfil the demand.

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 CHAPTER 7
CONCLUSION AND
RECOMMENDATION

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 CONCLUSION
As the market research is done one consumers as well as retailers. So the conclusion is also divided.
Conclusion for consumer research
All the scale data is correlated in consumer analysis i.e. advertisement, quality, taste, pric,
packaging. As in the correlation matrix the value is more then .3 for all the variables and
according to Bartletts test of Spheticity also the variables are correlated.
We all have a mindset that teenagers like western snacks such as Kurkure lays takatak Whoopies
etc. but according to the analysis the results are different. Snacks preference and age of
consumer both are independent of each other. It means that they both are not dependent. We
cannot say that a particular age groups likes any specific snacks. Even teenagers also like to eat
traditional snacks (Namkeens) and old age consumers also prefer to eat western snacks.
Advertisement effectiveness is not same among different age groups. According to this survey
as the age group increasing average advertisement effectiveness tends to fall. And when the
average advertisement effectiveness in measure with different users it was found that it is
different for different users. We think that if we are consuming any product that shows that the
advertisement effectiveness of that particular product should be more on us. But according to
this survey the advertisement effectiveness in more on medium users followed by light users
and then on regular users of Haldirams.
There is a moderate positive correlation found between Taste and Quality. Means that they both
are move in a same direction. If a consumer is saying that the taste of Haldirams is good then
this shows that the consumer is also rating the quality as good. So we can say that both the
variables can be use on the place of other.
As the buying preference of consumer toward Traditional snack is taken into consideration it
was found that consumers are preferring Haldirams at 1st place followed by Kurkure Namkeen
which is the product of PepsiCo, Frito Lay. And Lehar and Bikano Namkeens are coming at 3rd
and 4th rank respectively.
For the western snacks Lays, product of PepsiCo, Frito lay is the most preferred product which
is followed by Haldirams and Yellow diamond and Bingo of ITC are coming at number 3 and
4th respectively.
Satisfaction of consumer is lying between neutral to partially satisfied. So Haldirams can work
over it by providing discount schemes to consumers and by focusing more on advertisement as
most of the consumers are saying that Haldirams need to focus more on advertisement.

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 When Traditional snacks are taken into consideration Bhujia and Mixtures are the most sold
traditional Namkeens of Haldirams and in western snacks Chips and Takatak are capturing the
market. And in case of packed sweets Rasgulla and Soan Papdi are the most sold packed sweets
of Haldirams.
Haldirams consumers are brand loyal because 91% consumers out of 293 consumers surveyed
has said that they will suggest Haldirams product to their family and friends.
Conclusion for Retailers Research
Positive relation between the location and packet size of the product. We can say that location
and packet size both are dependent. For the small packet size i.e. Rs 5-Rs. 10 Dadri is capturing
the market and for the Packet size Rs 20 and more Vasundhara and Noida are on first and second
place respectively. Whereas Delhi is almost same for all the packets.
Average satisfaction for margin is same among the retailers of 4 different location. The average
margin of retailers is slightly less than partially satisfied. Highest margin for Haldirams product
is in Sweets and it is followed by Namkeen.
There are some problems that retailers faces with Haldirams and its products:
o Retailers need big rack/stand for merchandizing the products of Haldirams.
o Sometimes the packets are without air so consumers refuse to buy it as they think that
the packet is defective.
o Space problem as the shops are not big in Dadri and Delhi so they need the products in
such a way so that they can hang them.
o Sometimes the products are not delivered on time in some particular market of
Vasundhara. It might be possible because of less visit of Salesman in that particular
market.
Conclusion of Stock Status Survey.
The stocks are divided into 2 different category. Small category and large category.
Out of 4 different markets Dadri is the market leader for small category followed by Delhi.
Out of 3 different market Vasundhara is the market leader for large category followed by Dadri.
It was observed that Dadri, a small town near Ghaziabad is generating a good sales for
Haldirams.
The reason for more sales of small packet size in Dadri may be because of the following reason:
o In Dadri the average income of residents is not very much so they prefer to buy a small
product and spend the money whenever needed.

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o People have a use and throw attitude so they buy it and consume it. They do not believe
in storing the product for future use or buying in advance for future.
o In area like Dadri shops are more than Vasundhara and Noida so people think that why
to store. They can easily approach to market when they need the product.
o It may also be possible that in Dadri mostly buyers are kids and teenagers. So they
purchase and eat. Basically storing for future use comes when any elder person is buying
for guests. But if kids are buying it they buy and consume it.

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 RECOMMENDATION
Company should establish some mode so that the distributors can share the problems they face with
the company.
Haldirams has to spend more and more on advertisement because the advertisement effectiveness
is very low and the problem faced by the consumers is because they are not aware what all are the
new products that Haldirams is introducing.
Competitors are spending more on celebrity endorsement for eg. For lays PepsiCo is having Saif
Ali Khan. For Kurkure they are having Juhi Chawla and we can easily see that PepsiCo is the king
in western snack. Because advertisement plays a big role in this.
Haldirams should introduce SMS based ordering system because some retailer have complaint that
the sales man visit frequency is so less that they do not get stock on time. So this will enables the
retailer to place order in emergency on SMS.
Company can give some incentive or some gifts to those retailers who are selling more stock. This
can be applied in such a way that for a particular market only one retailer will be selected and will
be offered the gift. Or Haldirams can set a particular limit that retailers who sell above then that
limit will eligible for the gift or some special scheme.
Company should tie-up with corporate offices for food outlet. This will help the company to
generate more and more sales.
Company can tie-up with big retail outlets like Big Bazaar, More super store, Vishal Mega mart,
etc. to sell their products and should give more offers to consumers in these outlets.
Company can open their food outlets on metro stations where the foot fall is more. For eg: Rajiv
Chowk, Huda city center, Sikandarpur, Rithala, Kashmiri gate, Vaishali, Dilshad Garden, Noida
sector 18 etc.
Haldirams should enter into other segments like ice creams, Naan Khatai, Biscuits, Chocolates,
and ready to eat noodles.

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 CHAPTER 8
LIMITATIONS OF
STUDY

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 LIMITATIONS
Unable to reveal much data due to company policy as the data was confidential.

Many respondents have not tasted products newly launched products of Haldirams. So a common
survey to identify the response was filled by retailers and consumers to reach the count of sample
size in a time frame.

Worked for 7 weeks, so there was time constrain so unable to collect more data for market
research of retailers. Number of retailer responses would have more if the internship duration has
been more then 7 weeks, and the number of market surveyed for stock status would have more
then 4.

Interviewers judgment is used to fill the questionnaire according to the responses given by the
retailers.

The sample was collected using convenient sampling technique. As such result may not give an
exact representation of the population.

Due to time limitation, alternative and substitutes for companys products are not identified in
competitive analysis

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 CHAPTER 9
BIBILIOGRAPHY

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 REFERENCES
Books-
PHILIP KOTLER, GARY ARMSTRONG, PRAFULLA Y. AGNIHOTRI, ESHAN uL Haque
2010. A South Asian Perspective, 13th Edition.
Kothari C.R, Research Methodology, Vishwa prakashan, New Delhi, Reprinted Edition, 2004,
Page 1-112.
Kotler Philip, Marketing Management, Prentice Hall of India Pvt Ltd., New Delhi, 11th Edition
2007
Haldirams product brochure.

Websites-
http://www.haldiram.com
http://www.haldiram.com/achievements
https://www.ibef.org/industry/indian-food-industry.aspx
https://www1.udel.edu/alex/chapt6.html
http://www.learnmarketing.net/consumer.htm
http://economictimes.indiatimes.com/articleshow/57239972.cms?utm_source=contentofinterest&
utm_medium=text&utm_campaign=cppst

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 Haldirams Consumer Survey for Namkeens & Sweets

Name

Age ..

Gender (M/F).

Q1 Are you the users of Haldirams

1. Light users 2. Medium users 3.Regular users

Q2 What kind of snacks do you prefer the most?

1. Traditional 2.Western 3. Both

Q3 Rank the following 3 brands in the order of your preference of purchase

1. Haldirams 2. Bikano 3. Lehar 4. Kurkure Namkeens

Q4 Rank the following 3 products in the order of your preference of purchase

1. Haldirams 2. Lays 3. Bingo 4. Yellow Diamond
Please indicate your level of agreement for Haldirams on the basis of (1=Strongly Disagree, 7= Strongly
Agree):

S. No. Question 1 2 3 4 5

5 Advertisement effectiveness

6 Quality

7 Taste

8 Price

9 Packaging

Q10. Which traditional snack you like the most in Haldirams?

1. Bhujia 2. Moong Daal 3. Mixtures 4. Peanut/Chana

Q11. Which western snack you like the most in Haldirams?

1. Chips 2. Taka-tak 3. Whoopies 4. Snack lite

Q12. Which packed sweet you like the most?

1. Rasgulla 2. Soan Papdi 3. Gulab Jamun

Q13. Would you suggest Haldiram's Products to your family and relatives?

1. Yes 2. No
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 HALDIRAMS RETAILERS SURVEY
1) Outlet name______________
2) Market name_____________
3) Location_________________

4) Which product of Haldirams is sold in higher volume? (Traditional)

a. Bhujia
b. Moong Daal
c. Mixtures
d. Peanut/chana

5) Which product of Haldirams is sold in higher volume? (Western)

a. Chips
b. Takatak
c. Whoopies
d. Snack Lite

6) Which company's Namkeen & Sweets are sold in Market?

a. Haldirams
b. Bikano
c. Lehar
d. Kurkure Namkeens

7) Which is the most demanded snack of Haldirams in market?

a. Traditional Snacks
b. Western Snacks
c. Both

8) Which rupee pack is the most sold?

a. Rs. 5
b. Rs. 10
c. Rs 20 and above?

9) Are you satisfied with the Retail margin that you are getting from Haldirams?
a. Dissatisfied
b. partially dissatisfied
c. Neutral
d. Partially satisfied
e. Satisfied

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Small Stock Status Noida

Small Stock Status Dadri

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Small Stock Status Delhi

Small Stock Status Vasundhara

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Large stock Status Survey Dadri

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Large Stock Status Survey Delhi

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Large Stock Status Survey Vasundhara

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