IQRAUNIVERSITY

Consumer Behaviour Research Report on Shan Biryani

Masala

By

Muhammad Osama (10276)

Muhammad Saad Khan (13044)
Siadat Ali Khan (11159)
Abdul Moiz Khalid (12113)
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TABLE OF CONTENT

Introduction .............................................................................................................................................. [4]

Project details ........................................................................................................................................... [5]

Objective of the Study .............................................................................................................................. [5]

Research Methodology……………………………………………………. ..................................................................... [5]

Analysis……………………………………………………………………………...................................................................... [6]

Findings ..................................................................................................................................................... [11]

Recomandation ......................................................................................................................................... [12]

Learning .................................................................................................................................................... [12]

Survery ..................................................................................................................................................... [13]

References ................................................................................................................................................ [15]

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Introduction
Today Shan is a well reputed name and market leader in spices industries in Pakistan, initially started his
operation in a single room in the house of its present owner and CEO Mr Sikandar Sultan in 1981. The
initial objective of Shan Masala was to provide people Pakistan with a quality brand in the masala
industry. Initially their clients were family, Friends, relatives and other known people. As the time
progress they started to capture the attention of new customers this was the time when Shan has started
their real production. From a single room to multinational firm they have progress slowly but steadily.
Shan was first time marketed in 1983 it was Shan’s Official launch in Pakistan. Shan also contributed his
part in export. Shan started their export back in 1984 which they had remarkable success

The organization is placed at area of 100,000 sq.ft and its is equipped with the latest and state of the art
laboratories and R&D which ensures the quality of the product from the raw material to the finished
goods . Shan offers a great variety of products to its consumers .There are Seven broad categories of
varieties Shan deals in including recipe mixes, plain spices, dessert mixes.

Shan has 375+ distributors within Pakistan and 50+ distributors across 45 countries. Company has also
won awards for providing excellent quality products to its consumers internationally. Shan has won “The
Superior Taste” award offered by iTQi International Taste and Quality Institute, Brussels and became the
only food company in Pakistan to ever accomplish this milestone.

Today Shan has become an important face of their consumers’ daily lives. They have well established and
extensive R&D network. This enables them to transform the consumer insight promptly and design their
products accordingly.

Although they have wide range of product line including recipe mixes, plain spices, dessert mixes but
their top sale product is Biryani masala. The customer of Shan Biryani masala is mostly female and those
who want ease with taste in cooking

Domestic Competitors

National, Habib, Mehran and local spice market

International Competitors
MDH, india
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Project Details:

Biryani is one of the famous and most liked foods in subcontinent especially in Pakistan. It is a part of
Pakistani culture it is a most common dish in every festival and family event in Pakistan

In this report we will discuss and study the consumer behavior aspects related to Shan Biryani masala We
will try to research and investigate the aspects w.r.t to motivation, learning, attitude, perception and
personality of the consumer of Shan Biryani Masala with the help of research survey’s ,Which was
conducted with the help of

Theory involved in this project:

In today’s world most of the company spent ample amount of their investment to figure out the behavior
of consumer related to the product. Company plan their advertisement and marketing strategy according
to the behavior of the consumer. It is challenging to keep the customer satisfied over a long period of time
if they failed to satisfy the customer would switch over the other products. So it is necessary to know the
behavior of the customer and to create the word of mouth.

Objectives Of the study

1) To figure out the attitude or opinion of the consumer of Shan Biryani Masala
2) To examine the factors that affects the purchasing pattern of the consumer in Shan biryani masala
3) To know the level of customer satisfaction with Shan biryani masala’s flavor, price, quality, availability
and durability.
4) To advise suggestion to increase customer satisfaction of Shan Biryani Masala

5) To analyze the effective medium of advertisement .

RESEARCH METHODOLOGY
Research Design:
This project is plan to identify the factors which influence the customer to select or buy Shan Biryani
Masala. We have adopted the exploratory and descriptive design for this study. Descriptive design of
research s much accepted in business research because of its flexibility across the disciplines
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Sampling Size:
The Sample size of specific studies is 200 respondents randomly selected from the total population pool

Methodology:
Primary Data
Our data is primary which has been collected through structured questioner and interviews.

Secondary Data
The secondary data is collected through websites and social media

Scope and limitation of the study

The primary data is collected through a structured questionnaire survey conducted in different stores and
market of different location of Karachi only and sample size limited to only 200 respondent, So the area
of study is limited to the segment selected with in Karachi

Analysis
AGE

Frequency Percent
Valid 20 OR BELOW
11 5.5

20 TO 30 81 40.5
30 TO 40 75 37.5
ABOVE 40 33 16.5
Total 200 100.0

Out of our 200 respondents most of the customers were belong to the age group 20y to 30y
which is 40.5% of our total population followed by age group 30y to 40 years 37.5% and young
generation age group 20 or below is 5.5 percent of our sample size

GENDER

Frequency Percent
Valid MALE 15 7.5
FEMALE 185 92.5
Total 200 100.0
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Majority of the respondents are female which is 92.5% of our total population. We have also
include male which is 7.5% of our sample size, these males are involve in cooking most of them
are university student who cooked food for themselves.
According to Mr. Shoaib Shamim Brand Manager in Shan Foods “Our Marketing Team is
designing their marketing strategy to encourage cooking in male while referring Shan Biryani
add “Shan thematic 2018- One biryani one family”

AWARENESS ABOUT PRODUCT

Frequency Percent Valid Percent

Valid SHOPING IN STORES
95 47.5 47.5

TV CPMMERCIAL
87 43.5 43.5
SOCIAL MEDIA 3 1.5 1.5
WORDS OF MOUTH
15 7.5 7.5

Total 200 100.0 100.0

A question was asked how respondent find out about the new range/product of Shan 47.5 % of
the total sample size responded “ they find while shoping and” followed by 43.5% through TV
commercial and rest 9% through social media and words of mouth

WHICH BIRYANI MASALA DO YOU USUALY BUY

Frequency Percent

Valid BOMBAY 148 74.0

MEMONI 5 2.5

PULAO BIRYANI 3 1.5

SINDHI 44 22.0

Total 200 100.0

When asked which biryani masala do respondents prefer or consumed about 148 respondents out
of 200 which is 74% of our sample, mention Shan Bombay biryani Masala as their choice
followed by Sindhi biryani . It is also notice that most of the people are not aware about the
others flavor of Shan biryani masla
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EFFECT OF PRICE ON PURCHASE DESCSION

Frequency Percent
Valid YES
107 53.5
NO 93 46.5
Total
200 100.0

When asked “Does Shan biryani Masala’s price effects your purchase decisions” 53.5%
respondents reply n “YES” that price really do matter in purchasing of shan

PRICE SATSFACTON

Frequency Percent
Valid POOR 15 7.5
NORMAL 97 48.5
SATISFIED
80 40.0
HIGHLY SATISFIED
8 4.0

Total 200 100.0

Respondents were also asked their satisfaction level with respect to price, 40.5 % responded that
they are satisfied with the price, and 48.5% responded satisfaction to price is normal

EFFECT OF QUALTY ON PURCHASE DESCON

Frequency Percent
Valid YES 183 91.5
NO 17 8.5
Total 200 100.0

When asked “Do quality impact on purchase decision while purchasing Shan Biryani masala”
91.5% responded that they prefer Shan because of quality

QUALITY

Frequency Percent
Valid NORMAL 19 9.5
SATISFIED
137 68.5
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HIGHLY SATISFIED
44 22.0

Total 200 100.0

When asked regarding their satisfaction level with respect to quality 68.5% responded that they
are satisfied with the quality and 22% responded that they are highly satisfied

EFFECT OF CONVINENCE
Frequency Percent
Valid YES 170 85.0
NO 30 15.0
Total 200 100.0

When asked “Does Shan Biryani Masala bring convenience in cooking 170 of 200 respondents
which is 85% of total population answers in “Yes” that Shan masala brings convenience in
cooking

EFFECT OF MARKETNG

Frequency Percent
Valid YES 107 53.5
NO 93 46.5
Total 200 100.0

When asked does Shan advertisement effect your purchase decision while purchasing Shan 53.5
% responded in “yes” that they have influence by Shan advertisement

EFFECT OF PREVOUS EXP

Frequency Percent
Valid YES 170 85.0
NO 30 15.0
Total 200 100.0

Previous experience regarding Shan Biryani is also making impact in purchase decision of
consumer 85% responded that that prefere Shan biryani because of past experience

EFFECT OF OTHERS OPENION

Frequency Percent
Valid YES 92 46.0
NO 108 54.0
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Total 200 100.0

People also purchasing Shan foods because of opinion of their family and friends 46% responded
that they buy Shan because of recommendation of others some of them told that Shan has family
affiliation with them

EFFECT OF DISTRIBUTON OF PRODUCT

Frequency Percent
Valid YES 107 53.5
NO 93 46.5
Total 200 100.0

53.5% respondent response that the availability of the Shan as compare to others response their
purchase decision in favor of Shan

AVALBLTY
Frequency Percent
Valid NORMAL 12 6.0
SATISFIED 131 65.5
HIGHLY SATISFIED
57 28.5

Total 200 100.0

Most of the respondents are satisfied with the availability of Shan Biryani Masla 65.5% said they
are satisfied and 28.5% said that they are highly satisfied with the availability of Shan their
favorite Shan Biryani easily accessible to them from any where

FLAVOUR

Frequency Percent
Valid NORMAL 27 13.5
SATISFIED
97 48.5

HIGHLY SATISFIED
76 38.0

Total 200 100.0

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When comes to flavor no one can compete Shan 97(48.5%) respondent said that they are
satisfied and 76(38%) respondent said that they are highly satisfied with the Flavor or taste of
Shan biryani masla

SINCE HOW MANY YEARS YOU ARE USING THIS PRODUCT

Frequency Percent
Valid 1years to 5 years 53 26.5
5 years to 10 years 97 48.5
more than 10 years 50 25.0
Total 200 100.0

When comes to brand loyalty it shows that consumer are loyal towards Shan 97(48.5%)
respondents using Shan Biryani since 5 to 10 years

HOW OFTEN DO YOU USE THIS PRODUCT

Frequency Percent
Valid SEVERAL TMES A MONTH 134 67.0
ABOUT ONCE A MONTH 66 33.0
Total 200 100.0

When asked “how often do you purchase the product” 134(67%) respondent said they purchase
this product several times a month

FINDINGS

Through the survey it is revealed that people love SHAN and that is why Shan is the market
leader of packed spices in Pakistan
1) Majority of the customers of Shan biryani are women age between 20 years to 40 years
.
2) Majority of the customer’s monthly income was between 25000 to 75000 thousand and
majority of the customers belongs to middle class and upper middle class
3) Most of the customer prefers 60g packaging
4) People prefer Shan due to quality of the product
5) customer loyalty is high towards Shan because of the taste and quality
6) customers are not fully aware regarding full range of shan biryani Masala but they love
Shan Bombay Biryani Masala
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7) Shan distribution network is very strong that is the reason Shan is available every where
from small shops to super stores

Recomandation

1) People purchase Shan because of its quality and flavor so its challenge for Shan to
maintain both quality and flavor keeping focus on price as survey without compromising
in price as competition in market is high if shan increases the price they may start losing
their customers
2) As most of the young youth are active on social media if Shan wants to capture this
young youth that have to make their social media marketing much stronger
3) Shan should start promotion of less famous product making them famous among people
through this they may increase their sales
4) We also recommend shan to target rural areas as people still using unbranded spices it
would be opportunity to Shan to capture that untapped market

Learning:

Quality and taste are most important factors in food industries people prefer quality if it is
made affordable with quality and taste it can do magic so that in the case of Shan
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Consumer Behavior Survey

Shan Foods ( Biryani Masala)

Name:___________________________________________________

Cell#_____________________________________________________

You’re Residence Area_______________________________________

Please check the circle

Your age

20 or Below ⃝ 20 to 30 ⃝

30 to 40 ⃝ above 40 ⃝

Your Family Size

________________ (no of person)

Your Approximate Family Income

Below 25000 ⃝ 25000 to 50000 ⃝

50000 to 75000 ⃝ 75000 or above ⃝

How do you typically find out about the brands in this product category (please select all that
apply)
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Shopping in stores ⃝

Tv commercial ⃝

Social Media ⃝

Word of Mouth ⃝

Others (please specify)______________

Your Favorite Shan Biryani Masala

_______________________________________________________________________

Which of the following factors which influence your purchase decision w.r.t shan?

No Factors YES NO DON’T K NOW

1 Price of the product
2 Quality of the product
3 Availability of the product
4 Brand Name of the product
5 Previous Experience
6 Advertisement and Promotions
7 Friends/Family Opinion
8 Social Causes/CSR
9 Ease and Convenience

Please rate (tick) your satisfactory level of Shan based on the following features.

No Factors
RATE
satisfied-4 Normal- Poor-2 V. Poor -1
highly
3
satisfied – 5
1 Price
2 High Quality
3 Availability of the products
4 Flavor
5 Aroma
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6 Packaging

Since how many years you are using this product?

________________________________________

How Often do you use this Product

Several times a month ⃝ about once a month ⃝

Do you have any concern, complaints or suggestion about how to improve current product on the
market

_____________________________________________________________________________

_____________________________________________________________________________

References

https://www.shanfoods.com
https://www.facebook.com/ShanFoods/
https://www.amazon.com/Shan-Masala-Bombay-Biryani-Mix/product-
reviews/B000MSOCEU
Consumer Behaviour Analysis Of Spices(Curry Powders) InKottaym District Of Kerala
State (Dr Sreeekumar D Menon, Sub Divisional Engineer (E4) ,BSNL,Pampady ,Kottayam, Kerala)