I Sharada Prasad Das bearing Exam Roll No.

11C52103 do
here by declare that this piece of the project report entitled
“CONSUMER BEHAVIOUR OF THE BABY PRODUCT’’has been
prepared and submitted by me to the FAKIR MOHAN AUTONOMOUS
COLLEGE, Balasore for the practical fulfillment of my B.com.Final year
(Marketing honors). It has been published in this manner in my own
effort. It is not published in any other organization at any time before.

PLACE : Balasore (Signature)

DATE : SHARADA PRASAD DAS
+3 IIIrd Year Commerce.
Class Roll No-BC11-199
Exam. Roll No.-11C52103
F.M.(Autonomous)College,
Balasore.
 I am grateful to all those who helped me directly or
indirectly in preparing this report I will believed that my research work
will help in future improvement of the company.

A project work of this kind, writing a report is a definitely hard job

stretching over a period of time. Whenever a person is helped and
cooperated by other, his or her heart is bound to pay obligation to
them. I cannot in full measure reciprocate the kindness shown and
contribution made by various individuals in this endeavor.

I would like to extent my heartfelt of my parents, family, friends

and faculties and my internal guide SRI RABINDRA MOHANTY their
in fatigable care and keen interest and valuable suggestions enabled
me to accomplish my project work.

PLACE : Balasore (Signature)

DATE : SHARADA PRASAD DAS
+3 IIIrd Year Commerce
Class. Roll No-BC11-199
Exam. Roll No.-11C52103
F.M. Autonomous College,
Balasore.
 This is to certify that Sharada Prasad Das of +3 Final Year
B.COM.. (Marketing Honors) bearing Class Roll No: BC11-199, Exam
Roll No: 11C52103 for the session of 2011-14 has submitted this
project entitled “CONSUMER BEHAVIOUR ON BABY FOOD
PRODUCTS’’. This report has not been submitted earlier in any where
for any purpose. It is forwarded to the controller of the examination,
FAKIR MOHAN AUTONOMOUS COLLEGE, Balasore after evaluation.

PLACE: Balasore Signature of Internal Guide

DATE : SRI RABINDRA MOHANTY
Head of Department Of B.COM.
F.M(Autonomous) College,
Balasore.
 CONTENTS
CHAPTER-1
 Introduction
 Concept and context of consumer behaviour
CHAPTR-2
 Objective of the study
 Scope of the study
 Methodology
 Limitation
CHAPTER-3
 Nestle India Ltd at a Glance
 Nestle Management
 Product ranges of Nestle of Nestle India
 Factors influencing buying behavior
 Data Analyzing and Interpretation
CHAPTER-4
 Summary of findings
CHAPTER-5
 Conclusion
 Suggestion

BIBLIOGRAPHY

ANNEXURE
 PREFACE
This project report has designed to provide an overall idea of the
market. It is very necessary for every company to know with the market
person in the market and how it airs value to its customers at their
amount level of satisfaction.

For preparing this report the researches offered their maximum

effort to find out old related data and to give suggestion which will not
fulfill but also the winning key for the company as they have looked the
market from very close angle and got the overall idea of the food product
industry.

My objective of research and preparing the report is to develop a

conclusion for both professional and general, sets of guideline and
establish to attain the objectives aimed delegated the areas in which
management personnel take decision.

The whole study has been emphasized on with reference to the

A STUDY IN THE CONSUMER AWARENESS OF BABY FOOD PRODUCTS

MARKETED BY NESTLE INDIA LIMITED. IN BALASORE DISTRICT.
 As the study quite clearly, it is concern with the consumer behavior.
The consumer behavior is consumer display in searching for purchasing,
wing, evaluation and disposing of products, service. The study of
consumer behavior is not deal with what the consumer buy but why the
consumers buy.

This consumer researches focuses on the consumers attitudes while

purchasing a Nestle Baby products with the promotional strategy that
has been used by the Nestle companies while selling their products in the
market. Through an insides in to the concept of attitude and the
differential promotional concept will help in the long run. An attitude is
a learned the dispersion to behave in a consistently favorable or
unfavorable way with repeat to a given object. Each property of this
definition is critical for understanding why and how attitude relevant in
consumer behavior and marketing.
 Our society is a study diversity. We see diversity among consumers,
among markets, among customer, among nation, even among consumer
behaviour theoretical perspectives. But in spite of prevailing diversity in
our society there also are many similarities, which make it possible for
marketers to design marketing strategies that influence consumers who
are similar in terms of some relevant product interest or characteristics.
The study of consumer behaviour enables marketers to understand and
predict consumer behaviour in the market place, it also promotes
understanding of the role that consumption plays in the lives of
individuals.

Consumer behaviour is defined as the behaviour that consumers

display in searching for, purchasing using evaluating, and disposing of
products, services, and ideas that they expect will satisfy their needs. The
study of consumer is concerned not only with what consumer buy, but
with why they buy it, when and where how they buy it, and how often
they buy it. It is concerned with learning the specific meanings that
products hold for consumers. Consumer research takes place at every
phase of the consumption process before the purchase, during the
purchase, and after the purchase.
 Consumer behaviour is interdisciplinary, that is, it is on concepts
and theories about people that have been developed by scientists in such
diverse disciplines as Psychology, Sociology, Sociology, Social Psychology,
Cultural Anthropology, and Economics. Consumer research is the
Methodology used to study consumer behaviour.
Consumer researches who engage in research designed to predict
consumer behaviour are called positivist, those who take a qualitative
approach to understand consumption behaviour are called
interprefivists. Rather than take a polar approach to the study of
consumer behaviour, this book explores both approaches because it
recognizes the dual importance of both under standing and prediction in
making strategic marketing decision. Consumer behaviour has become
an integral part of strategic market planning.
Customer is the king of the market and the important thing is to
forecast where these customers are moving and to be in front of them.
According to the famous markting man “Philip Kolter” it is no longer
enough to satisfy target customers needs and wants. The fields of
consumer behaviour studies how individuals and organization selects
buy use and dispose of goods service, ideas on experiences to satisfy them
needs and desires. Understandings consumer behaviour and knows
customers are never simple. They may one thing but do another. They
may be in touch on their deepen emotions and motivation.
 The topic of our present studies is “A study on the consumer
awareness of baby food product marketed by Nestle India limited.” This
topic clearly indicate that towards consumer awareness of baby foods
with the main objective is to identify the appropriate promotional tool
for Nestle products in Balasore. Marketer in recent day try to explore the
awareness of the consumers towards their products, with out which their
product will fall in the failure group. Several article have shown the
inability of the Nestle companies to fit their product with consumer
awareness resulting in drops out from the competition.

 To study the level of brand awareness of material handling baby

foods.
 To study the penetration level of the product in the target market
 To study the preferred and most purchased brand.
 To study the import ants factors responsible for making a specific
brand choice
 To study the competitors position in the market.
 To study where from the product is purchases that is from dealers or
companies, marketing divisions located at different cities.
 To study the purchasing patter of the baby food.
 To study the feedback regarding the product quality.
 To detect the future market demand.
 To study the mode of handling and storing materials.
 To study the potential markets in those industries, which can be used
baby foods but are presently using some other mode of handling and
storing materials.
 To suggest some remedies to overcome various problems.
 To cover this aspect following area has been brought under the
scope of the study.
 The evaluation of the marketing strategies of different brands of baby
foods.
 To through a light on the baby food industry in the country.
 The evaluation of consumer behaviour on the baby food products
particularly in the Nestle Company.
 When it is talk about survey, it passes through several stages.
Hence, a separate methodology is selected. A research design is a blue
print combination of some specific methods and procedure of
investigation. The information’s needs to solve the problem. It is an
arrangement essential condition for collection and analysis of data in a
form. This study is descriptive and exploratory research process a
progressive narrowing of the scope of research topic and transformation
of a discovered problem in to a design one in corporation specific
research objectives.

Data Collection:-
The task of data collection begins out after a research has been
defined and research design chalked out. With out a correct data a
careful analysis is not possible.

Data Collected:-

1. Secondary Data.
SECONDARY DATA COLLECTION METHODS
Secondary data are collected mainly from office records, files,
previous reports and information brochures.
Sampling:-
It means selection of sample form a given universe and sample refers to
the selection of few units if the universe quit of the data can be collected
quickly and cheaply in time with the adequate accuracy from sample of
the universe
Tools Used for analysis:-
The data gathered from different source one presented in order to
facilitate a comparative picture to study the core objectives of the study.
Responses are taken in to account while going in to statistical details
and an analytical analysis of data.
The tools that have been for analyzing data and interferer drawn
are mainly statistical tools like percentage, ranking method, average
graphs and Likert scale.
Likert scale:-
This methodology used to know the performance of consumers, for
this method the highest value is awarded to first followed by the second
rank and so on and it is awarded to be lowest row. The average is then
found out for each option and then the conclusion is drawn.
The ensuring research comes across with some limitation. They are
mainly as follows:-
 The survey is purely a subjective analysis with limited experimental
validity.
 The relatively smaller sample size may not provide the ideal
representation of industries.
 The data collected may be fugacious and misguiding in nature.
 Time constraint led to a smaller Sample size.
 The out comes may not hold good if studied at other locations a part
from the specified location.
 Less manpower leads to fewer responses from the customers.
 Non cooperative attitude of industrial authorities has caused in
inhabitance to the study.
 The questionnaire as given by the Company was lacking in various
data point that is on the basis of it brand loyalty etc can not be
detected properly.
 The Nestle company bears the name of a real man : Henri Nestle.
The company trade mark of birds in a nest, derived from his personal
coat of arms, evokes the values of securities, maternity and affection,
nature and nourishment, family and tradition. To day, it is not only the
central element of Nestles corporate identity but serve to define the
company’s products, responsibilities, business practices, ethics and goals.

The company was founded in1867 on the source of lake Geneva in

Vevey, Switzerland and its first product was “FerineLactee Nestle”,an
infant nutrition’s .From its first historic merger with the Anglo-Swiss
Condensed Milk company in 1905, Nestle has grown to become the
worlds largest and most diversified food company , and is about twice
the size of its nearest competitors in the food and beverages sector.

In 2001, Nestle had 229, 765 employees world wide , operated 468
factories in 84 countries, spent over U.S $650 million on research and
development and offered over 8000 products to millions of consumer
universally . The company’s transparent business practices, pioneering
environment policy and respect for the fundamental values of different
cultures have earned it an available place in the country’s it operates in.
Nestle activity contribute to and nurture the sustainable economic
development of people, communities and nations. Above all, Nestle is
dedicated to bringing the joy of ‘Good Food, Good Life ’to people through
out their lives , through out the world .
 Nestlé’s relationship with India dates back to 1912, when it began
trading as the Nestle and Anglo- Swiss condensed Milk Company
(Export) limited, importing and selling finished products in the Indian
market. If their s one word that encapsulates Nestlé’s nine decades in
India, it is the world ‘trust ’.

After India’s independence in1947, the economic policies of the

Indian Government emphasized the need for local production. Nestle
respondent to India’s aspirations by forming a company in India and set
up its first factory in1961 at Moga, Punjab, where the Government
wanted Nestle to develop the milk economic. Indeed, when the first tins
of sweetened condensed milk were produced at the plant in 1961, they
were the first symbolic fruits of Nestlé’s commitment to India. A
commitment that resulted in an abiding trust between the Company and
the people of India.
The initial year of Nestlé’s manufacturing operations were
challenging years indeed. From lacking the basic infrastructure for
industrialization, to social tradition that made the farmer reluctant to
sell milk for commercial purposes; from the unusual composition of
buffalo milk ,to the unpredictable supply of milk for viable commercial
production, Moga tested Nestles endurance and belief in India.
 Nestlé’s overcame these obstacles through perseverance,
commitment and by understanding the local community. It involved
reaching out, touching, changing lives, building confidence and earning
the trust of the community for life. In fact this ‘gross profit’ approach
was an important factor of Nestlé’s progress India.
Progress in Moga required the introduction of Nestlé’s Agricultural
Services in educate advice and help the farmer in verity of aspects. From
increasing the milk yield of his cow through improved diary farming
methods, to irrigation, scientific crop management practices and helping
with the procurement of bank loans Nestle setup milk collection centre
that would not only ensure prompt collection and pay fair prices, but
also instill amongst the community, a confidence in the diary business.
Progress involved the creation of prosperity on an on-going and
sustainable basis that has resulted in not just the transformation of
Moga in to a prosperous and vibrant milk district today, but a thriving
hub of industrial activity, as well.
From manufacturing just milkmaid in 1961, Nestle now
manufactures a large range of international brands in India such as
Lactogen, Cerelac, Nescafe, Maggie , Milky bar, Kit Kat, Milo, Bar one and
Nestea. Responding to the changing lifestyle of modern India, Nestle has
introduced products of daily consumption and use. It has now lunched
Nestle Milk, also entered the fresh diary, and bottled water segments
with Nestle Dahi and Nestle pure life.
 Nestlé has a Board of Directors, led by our Chairman Peter
Brabeck-Letmathe, who was the former Nestlé CEO. There are 14
members of the Board of Directors. Full details of each member and the
committees that they operate within can be found in our Board of
Directors section.
The day-to-day management of the Nestlé business is taken care of
by our Executive Board. The 13 designated Board Members manage
diverse parts of the global business. A full curriculum vitae of each
member can be found in theExecutive Board section. You can also
download the Organisational Chart (updated December 2013) (pdf,
28Kb).
The Nestlé Group is managed by geographies (Zones Europe,
Americas and Asia/Oceania/Africa) for most of the food and
beverage business, with the exceptions of our globally managed
businesses, which include Nestlé Waters, Nestlé Nutrition, Nespresso,
Nestlé Professional and Nestlé Health Science. We also have joint
ventures such as Cereal Partners Worldwide and Beverage Partners
Worldwide.
DIARY PRODUCTS:-

Nestle has long been a major player in the diary industry,

originally with well known shelf stable brands such as Nido, Nespray, La
lecher and Carnation , then building a strong international presence in
Chilled diary and Ice Cream under the Nestle brand.

Innovation and renovation play a major role in the development of

milk –based products as well as of breakfast cereals , managed as a joint
venture with general mills .

The area of nutrition, with its benefits to health and wellbeing, is

having a significant on the development of our business. A wild range of
proven, science based solutions such as starter and follow-up formulas,
growing up milks cereals, enteral diets, oral supplements and
performance foods are actively developed and successfully brought to
the market under the Nestle brand.

BREAKFAST CEREALS:-
 Although Cereals have been with man kind in one
form or another for millennia, it was not until the mid
19th century that scientific research, technological
innovations, and the influence of a group of America
health reformers, gave rise to the crunchy food stuff we
know to day as breakfast cereals .

Nestle has a joint venture with General Mills out side North
America, Cereal Partners World Wide, Which is active in more than 80
countries .

The joint venture began in 1990, and its rapid growth gas been
characterized by strong.

CHOCOLATE AND CONFECTIONERY :-

 The story of chocolate began in the New
World with Mayans, who drunk a dark brew called
cacahuaqucht. Later, the Aztecs consumed
chacahoua and used the cocoa bean for currency.

In1523, they offered cocoa beans to Cortez, who introduced

chocolate to the old World, where it swiftly became a favorite food
among the infant formula, when a mother cannot or chooses not to
breastfeed her child. Nestle market infant formula according to the
principles and aims of the WHO-International Code of Marketing Breast
Milk Substitutes, and seeks dialogue and cooperation with the
international health community and in particular with the WHO and
UNICEF, to identify problems and their solutions. Nestlé’s expertise as the
world’s leading infant foods manufacturer, gained over more than 125
years, is put as the disposal of health authorities, the medical professions
and mothers and children everywhere.

Breast milk is best for babies

Before you decide to use an
Infant formula consult your
Doctor or clinic for advice.

ICE-CREAM:-
 There are many myths and stories as to the
invention of ice cream was it Macro Polo who brought it
back from China(along with pasta)? Probably not ,
considering he most likely visited China.

The story of its popularities is however connected with the

invention technology to make it on an industrial scale, and to keep it
cold once made. Before refrigeration techniques, food was frozen with
the aid of ice, mixed with salt which was either stored in ice houses or
shipped from cold countries. Then at the end of the 19th century, both
making it and freeing it became easier, and together with the invention
of the ice cream cone , made the product boom.

Today, the United States is the absolute leader in terms of volume

consumed, but the highest per head consumers are in New Zealand
flavors you would never have thought of and yet they are commercially
available :
Sorbets- Smoked Salmon, Tomato, Cucumber
Ice cream-Garlic, Avocado, Sweet com.

BABY FOODS:-
 The production of infant food goes right back to origins of the
Nestle company.

Henri Nestlé’s ‘Farine Lactee’ was the first product to bear the
Nestle name. In 1867, a physician persuaded Heneri Nestle to give his
product to an infant who was very-ill ,he had been born prematurely and
was refusing his mother’s milk and all other type of nourishment .
Nestlé’s new food worked, and the boy survived. From the beginning ,
Nestlé’s product was never intended as a competitor for mother milk . In
1869, he wrote : “During the first months, the mother’s milk will always
be the most natural nutrient, and every month able to do so should
herself suckle her children,” The factor that made baby foods success in
the early days of the Nestle Company-quality and superior nutritional
value are still as valid today for the wide range of infant formula, cereals
&baby food made by Nestle. The world health Organization
(WHO)recognized that there is a legitimate market.
CULTURAL FACTORS
Cultural subculture and social class are particularly important in
buying behaviour.
CULTURE
Culture is the most fundamental determinant of a persons and
want and behaviour. The growing child acquires a set value.
SUB CULTURAL
Each culture consists of smaller sub culture that provides more
specific identifications and socialization for their members. Subcultures
include and nationalities, religious racial groups, and geographic
regions.
SOCIAL CLASS
Virtually all-human societies exhibit social stratification some
times takes the from of a caste system where the members of different
culture are reared for contain roles and can not change their caste
membership.
Social classes do not reflects income alone, but also other indicator
such as occupation, education and area of residence.
SOCIAL FACTOR
In addition to the cultural factors a consumer behaviour is
influenced by such social factors of reference groups gamily and social
roles and statues.

REFERENCE GROUP
 A persons reference group consists of all the groups that have a
directs or indirect influences on the persons attitude or behaviour. Group
having a direct influence on a person are called member group.

References group expose an individual to now behaviour and life

styles. They influence attitude and self-concept and they create pressures
for conformity that may affect actual product and brand choice.

Marketers try to identify target customers references groups.

References group appear to influences both products and brand choice
strongly only in the case of automobiles.

FAMILY
The family is the most important consumer buying organization in
society and it has been researched extensively.
ROLE AND STATUS
A person participates in many groups-family clubs and
organizations. The persons position in each group can be defined in
terms of roles and statues.
PERSONAL FACTORS
Buyer decisions are also influenced by person characteristics.
These include the buyers age & stage .In the lifecycle occupation
economic substances life style and personality and self concept .

AGE’S STAGE IN THE LIFE CYCLE

 Consumption it shaped by family life cycle. Kotler defined nine
staged of family life cycle along with.

OCCUPATION &ECONOMIC CRCUMSTANCES

Occupation also influence a person’s consumptions pattern. A blue
color worker will buy work cloths work cloths, work shoes etc. A
company president will buy expensive suit & air travel etc.

LIFE STYLE
People from the same subculture, social class, and occupation may
lead quite different life styles.

PERSONALITY AND SELF CONCEPT

Personally is usually described in terms of such traits of self
confidence, dominance and autonomy. Deference, sociability
defensiveness and adoptability, personality and be a useful variable in
analyzing consumer behavior provider that personality type can be
classified accurately and that strong connection exists between certain
personality types and product and brand choice .

PSYCHOLOGICAL FACTOR
Persons buying choices are influenced by four major psychological
factors motivation Perception learning believer and attitudes.

MOTIVATIONS
 A person has many needs at any given time. Some needs are
bioorganic. They arise from physical status of tension such as hunger,
thirst & discomfort. Other needs are psychogenetic esteem on belonging.

PERCEPTION
Perceptions depend not only on the physical stimuli but also on the
stimulus relation to the surround and on the physical stimulus but also
on the stimulus relation to the surrounding and on condition & within
the individual in the key word in the definition of perception.

LEARNING
Learning involves changed in an individuals behaviour arising for
exercise. Most human behaviour is learned. Learning theorist believe
that learning in product through the interplay of drives stimulus
responses and reinforcement.

BELIEFE AND ATTITUDES

The buying decision process:-Marketers have go to beyond the
various influenced or buyer and develop understanding of how
consumers actually make their buying decision.

BUYING BEHAVIOUR
Assail distinguished four type of consumer buying behaviour based
on the degree of differences among brands.

COMPLEX BUYING BEHAVIOUR

 It involves three steps process. First the buyer develops beliefs
about the product, second he or she develops attitudes about the
product. Third he or she makes a thoughtful choice. Consumers engage
in complex buying behaviour when they are highly involved in a
purchase and aware at significant differences among brands.

DISSONANCE REDUCING BUYING BEHAVIOUR

Sometimes the consumer is highly in a purchase but see little
difference in brands. The high involvement is base on the fact the
purchase is expensive infrequent but risk.

HABITUAL BUYING BEHAVIOUR

Many products bought under conditions of low involvement and
the absence of significant brand differences. With these products
consumer behaviour does out pass through the normal sequence of belief
attitude and behaviour.

VARIETY SEEKING BUYING BEHAVIOUR

Some buying situations are characterized by low involvement but
significant band differences. Here consumers often do a lot brand
switching.
BRAND
A brand is name term sing or design or a combination of them
intended to identify the goods or services of one seller or group of sellers
and to differentiate them from those of competitors.

ADVERTISING
 Advertising is any from of non-personal presentation and promotion
of ideas, goods, or services by an identified sponsor. Advertises include
not only business firms but also museums charitable organizations and
govt. agencies that direct messages to target publics.

Five M’s of advertisings

Missions: What are the advertising objectives?
Money: How much can be spent?
Media: What media should be used?
Measurement: How should be result evaluated.
 In order to extract meaningful information from the data collected
the data analysis is carried out. The data analysis is the final step in the
research process. The data are first edited , coded and tabulated for the
purpose of analyzing them. The analysis basically aimed at giving
interference of association or differences between the various variable
present in the research. The analysis can be conducted by using
statistical tools like percentage, Average R measures of dispersion, RD
graphs, Pi –diagrams and histograms for analysis.

In this study to get a vivid picture about the awareness of the

consumer towards the Nestle products. 25 questionnaire are distributed
among the sample responded and in form action collected are analyzed
in table.
Table-1
Heard the name of Nestle No. of % of
company Respondent Respondent
Yes 16 64%
No 9 36%

As evident from the table -1 the highest no that is 64% of

respondent are aware about Nestle company and 36% of respondent are
doubtful case towards knowing the Nestle company’s product.

Table-2
Using Product of No. of % of
Nestle Company Respondent Respondent
Yes 15 60%
No 10 40%

When the customer are asked about the product of Nestle company
60% of the respondents are able to recollect the product line of Nestle
company.

15

10
Yes
No
5

0
1 2

Table-3
 Heard the name of Nestle No. of % of
Baby Products Respondent Respondent
LACTOGEN 25 100%
CERELAC 19 76%
NESTUM 12 48%
MAGGI 16 64%

From the above table to see that minimum consumer of the baby
product segement of Nestle are using Lactogen brand and cerelac brand
.

Lactogen
Cerelac
Nestum
Maggi

Table-4
 No. of % of
Used for Baby Food Respondent Respondent
LACTOGEN 22 88%
CERELAC 16 64%
NESTUM 8 32%
MAGGI 14 56%

The above table shows that maximum respondent that is 88% use
Lactogen for their baby food and 64% of respondent revels that they use
Cerelac for the same.

MAGGI

NESTUM
Series2
Series1
CERELAC

LACTOGEN

0 5 10 15 20 25

Table-5
 No. of % of
Prefer Nestle Co .Product Respondent Respondent
Yes 24 96%
No 1 4%

It is found crystally clears from the table-5 that 965 of the

respondent prefer Nestle company product for their baby food in the
survey area.

25

20

15 No
Yes
10

0
1 2

Table-6
 No .of % of
Know about Nestle Product Respondent Respondent
Through Friends 7 28%
Through News Papers Adv. 5 20%
Through Market 13 52%
Any Other Source 0 0%

14
12
10
8
6 Series2
4 Series1
2
0
Through Through Through Any Other
Friends New s Market Source
Papers Adv.

From the above analysis, it is seen that maximum consumer comes

o know about Nestle product from the market.

Table-7
 No. of % of
Quality of Nestle Product Respondent Respondent
Excellent 14 56%
Good 6 24%
Fair 3 12%
Poor 2 8%

From the above table, it is concluded that maximum consumer 56%

remark the Nestle product quality is excellent

16
14
12
10
Series2
8
Series1
6
4
2
0
Excellent Good Fair Poor

Table -8
 No. of % of
Price of Product Respondent Respondent
Cheaper 11 44%
Fair 10 40%
Reasonable 4 16%

When the respondent are asked about the price of the product , the
respondent are reacted that the Nestle product price is cheaper and fair
(44% & 40%) .

Cheaper
Fair
Responable

Table-9
Availability of No. of % of
NestleProduct Respondent Respondent
Very Good 9 36%
Good 7 28%
Fair 9 36%
Poor 0 0%

From the above analysis, it is found that out of the total respondent
maximum of them have said that the availability of the Nestle product is
very good and fair(36% & 36%).

10

6
Series2
4 Series1

0
Vert Good Good Fair Poor

Table-10
 No. of % of
Behavior of Distributor Respondent Respondent
Very Good 10 40%
Good 10 40%
Fair 4 16%
Poor 1 4%

When the respondent are asked about the behavior of the

distributor 80% are the satisfied with the dealing of the dealer .

Very Good
Good
Fair
Poor

Table-11
 No. of % of
Assistance from Company Respondent Respondent
Yes 10 40%
No 15 60%

The table -11 depicts that 60% of the respondents are not getting
any assistance for the company.

16
14
12
10
Yes
8 No
6
4
2
0
1 2

SUMMARY OF THE FINDINGS

 Consumer being the centre point of marketing assessing their
awareness, evaluating their behaviors becomes an essential task of
marketers. Sao there is a little effort to peep in to the consumer
awareness towards Nestle Baby foods products that is their awareness
etc. The focus is also at the marketing strategy of Nestle Baby foods
products manufacturer.

 From the survey it is found that 64% of the respondent thinks that
they are well aware about the products .But36% of the respondent
are still unaware about the Nestle Baby food product.
 From the research study it has been found that the maximum
respondents are using Lactogen, Cerelac, and Maggi for their baby
food now.
 Again the research study revels that maximum consumer are
informed about the Nestle baby product through the market as
well as from the friend and news paper.
 Again the research also reveals that the consumer have rated the
quality of Nestle baby product excellent and good.
 It is also revels from the study that the prices of the Nestle baby
product are cheaper and fair.
 Again the research study also shows that the availability problems
of Nestle Baby product are negligible.
 Behavior of the distributors of Nestle Baby products are good
enough in Balasore market.

CONCLUSION
 In the present market scenario, market is so competitive that,
compassion should not ever the emphasis on competitors. They should
maintain good balance among competitors.

From the research it concluded that Nestle baby product is the

brand leader and it has to maintain its brand leadership in Balasore. A
constant marketing of environment and preparing strategies to meet the
challenges of environment will go in along way to improve the position
of Nestle Baby food products.

SUGGESTION
 As seen from the analysis few customer are unaware about the Nestle
Baby product, the marketer should promote some awareness
generation program to boost up sales.
 The marketer should improve distribution systems of few brands of
baby product like Lactogen, Cerelac and Maggie as their most use by
the consumer.
 Company should organized certain program with customer and
dealer which will direct get feed back of the customer towards their
brand that will make to them to prepare certain strategy to develop
the market.
 The company should some promotional strategy like news paper ,
advertisement and T.V advertisement to develop more interest among
the customer of Baby products.
 The company should give more attraction to wards the price at the
retailer and consumer level.
 The company should provide more assistance to the customer in the
Balasore market to improve the market share.
 The company should try to make a product supply of Nestle products
to eliminate the availability of those products.
 To create grater awareness in the Rural area through demonstration
or generation awareness program.

BIBILOGRAPHY
BOOKS

 Philip Kotler., Marketing Management ,(Millienium Editions)

 V.S.Ramaswami and S.Namakumari, Marketing
management.(Second edition-1995)
 P.K agrawalla, Marketing Mangement.

MAGAZINES

 Business world
 Indian today.
 Out look

INTERNET
www.nestle.com

Date:…
Place:… Signature