Measuring Brand Awareness and Perception of MAPRO Products

A
PROJECT REPORT
ON
“TO MEASURE THE BRAND AWARNESS AND BRAND

PRECEPTION OF THE CUSTOMER TOWARD MAPRO PRODUCT”
Submitted to
C K SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT

IN PARTIAL FULFILLMENT OF THE
REQUIREMENT OF THE AWARD FOR THE DEGREE OF
MASTER OF BUSINESS ADMINISTRATION

Under
Gujarat Technological University
UNDER THE GUIDANCE OF
Faculty guide Company Guide
Ms. Hetal Thakar Mr. Kush Sharma(sales officer)
Mr. Rajesh Soni(sales representative)

(Assistant professor)
Submitted by
YASH.S.GIRI
ENROLLMENT NO: 167050592019
M.B.A – SEMESTER III
C.K.SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT

M.B.A PROGRAMME
Affiliated to Gujarat technological University Ahmedabad
July 2017
PREFACE
 With the respect and pleasure, I have privilege to submit my report to

C.K.shah vijapurwala institute of management.
 As a student of MBA, I wanted to take some project related to marketing. My

main reason behind this approach was that I felt that going for a project
related to marketing would lead to a better understanding of the basic concept
of brand awareness and brand perception with the aforementioned approach
in mind.
 I got a chance to do my summer training under the organization like mapro.

My project titled as “ Brand awareness an Brand perception toward mapro
product ”
 Mr. Rajesh soni immensely helped me to carry out this project. My project
satisfies the aforesaid aim with the feedback of sample customer,
representing the market of undera and vasan area. This project makes use of
well-organized questionnaire.
AKNOWLEDGEMENT
“It is not possible to prepare a project report without the assistance &
encouragement of other people. This one is certainly no exception”
 On the very outset of the report, I would like to extend my sincere & heartfelt
obligation toward Director Dr. Rajesh Khajuria for giving me an opportunity to
do this project and also all the facility member for the precious support.
 I would express my gratitude to Ms. Hetal Thakar for the guidance and
support to complete the project report.
 My novice of the practical world would not have got me far, had it not been
under the direction of these people:-
 Mr Kush Sharma, (Sales Officer)

 Mr Rajesh Soni, (Sales Representative)
 Lastly I would like to express my sincere gratitude to all the staff member,
and promoter and merchant member for helping me to complete my project
report.
 Last but not the least I cannot forget to express my great-fullness to my

parents for providing me moral support. I have also thankful to my friends and
every member contributed to this project. I express my immense debt of
gratitude to all of them.
DECLARATION
 I, Yash Giri hereby declare that the project report on brief study of “Brand
awareness an Brand perception toward mapro product ” for a partial fulfilment
of master of business administration degree from C.K.SHAH VIJAPURWALA
INSTITUTE OF MANAGEMENT, vadodara is original work conducted by me
and the study is authentic to the best of my knowledge.
DATE: SIGNATURE: YASH S. GIRI
PLACE: VADODARA
EXECUTIVE SUMMARY
Theory and practice are the two eyes of the management education. Management
education without practical training at an organization remains incomplete. The
training prescribed by the C.K. Shah Vijapurwala Institute of Management student
have various objectives like helping the student to acquire knowledge, give an
opportunity to know the difference between theory and practice, enable the student
to interact with experienced and knowledgeable persons of business world .
I got a chance to do my summer training under the organization like mapro. My

project titled as“ Brand awareness an Brand perception toward mapro product
”. successfully completed my training report within the specified time. It was really a
thrilling experience for me with senior officials of Industry and to interact with
different members, employees of the organization. It was an experience of
enjoyment through hard work and dedication.
Through this finding of this report, I hope that the Industry in India as well as outside
the country will benefit.
CONTENT
PREFACE:
ACKNOWLEDGEMENT:
DECLARATION:
EXECUTIVE SUMMARY:
NO TITLE PAGE NO
PART – I:GENERAL INFORMATION
1 INTRODUTION 1
2 COMPANY PROFILE 10
3 PRODUCT PROFILE 13
4 MANUFACTURING AND PRODUCTION 17
OPERATION OF MAPRO
5 MANAGEMENT STRUCTURE 24
6 CONSUMER AND COMPETITORS 25
PART – II:PRIMARY STUDY
7 LITERATURE REVIEW 27
8 BACKGROUND OF THE STUDY 30
9 PROBLEM STATMENT AND IMPORTANCE 32
OF THE STUDY
10 OBJECTIVES OF THE STUDY 33
11 HYPOTHESIS 33
12 RESEARCH METHODOLOGY 34
13 DATA ANALYSIS AND INTERPRETATION 35
14 RESULTS AND FINDING 64
15 OBESERVATION 67
16 LIMITATION OF THE STUDY 68
17 CONCLUSION / SUGGESTIONS 69
ANNEXURES:
BIBLIOGRAPHY:
PART-II
LIST OF TABLES
TABLE NO PARTICULAR PAGE NO
1 AWERNESS REGARDING MAPRO 35

2 FAVOURITE FLAVOUR TOWARD IN JAM 36
3 FAVOURITE FLAVOUR TOWARD IN SYRUP 37
4 FAVOURITE FLAVOUR TOWARD IN CRUSH 38
5 FAVOURITE FLAVOUR TOWARD IN FALERO 39
6 AWARE ABOUT VARIOUS MAPRO PRODUCT 40
7 HOW KNOWN ABOUT MAPRO PRODUCT 41
8 SATISFACTION TOWARD CURRENT PRODUCT 42
9 PLACE PREFER TO BUY 43
10 FIRST BRAND COMES IN YOUR MIND(JAM) 44

11 FIRST BRAND COMES IN YOUR MIND(ROSE 45
SYRUP)
12 FIRST BRAND COMES IN YOUR 46
MIND(TOPPING)
13 FIRST BRAND COMES IN YOUR MIND(CRUSH) 47
14 FRIST PREFERANCE PURCHASING ANY 48
MAPRO PRODUCTS
15 FROM EXPECT THE MAPRO 56
16 SATISFACTION TOWARD CUSTOMER 56
SUPPORT
17 OFTEN USE ANY MAPRO PRODUCTS 57
18 BEST MAPRO PRODUCT 58
19 OVERALL PERFORMANCE OF MAPRO 60
20 GENDER 61
21 OCCUPATION 62
22 ANNUAL INCOME 63
LIST OF GRAPH
GRAPH NO PARTICULAR PAGE NO
1 AWERNESS REGARDING MAPRO 35

2 FAVOURITE FLAVOUR TOWARD IN JAM 36
3 FAVOURITE FLAVOUR TOWARD IN SYRUP 37
4 FAVOURITE FLAVOUR TOWARD IN CRUSH 38
5 FAVOURITE FLAVOUR TOWARD IN FALERO 39
6 AWARE ABOUT VARIOUS MAPRO PRODUCT 40
7 HOW KNOWN ABOUT MAPRO PRODUCT 41
8 SATISFACTION TOWARD CURRENT PRODUCT 42
9 PLACE PREFER TO BUY 43
10 FIRST BRAND COMES IN YOUR MIND(JAM) 44

11 FIRST BRAND COMES IN YOUR MIND(ROSE 45
SYRUP)
12 FIRST BRAND COMES IN YOUR 46
MIND(TOPPING)
13 FIRST BRAND COMES IN YOUR MIND(CRUSH) 47
14 FRIST PREFERANCE PURCHASING ANY 48
MAPRO PRODUCTS
15 FROM EXPECT THE MAPRO 56
16 SATISFACTION TOWARD CUSTOMER 56
SUPPORT
17 OFTEN USE ANY MAPRO PRODUCTS 57
18 BEST MAPRO PRODUCT 58
19 OVERALL PERFORMANCE OF MAPRO 60
20 GENDER 61
21 OCCUPATION 62
22 ANNUAL INCOME 63
PART – I:GENERAL INFORMATION
INDUSTRY PROFILE
The fast moving consumer goods (FMCG) segment is the fourth largest sector in the
Indian economy. The market size of FMCG in India is estimated to grow from US$
30 billion in 2011 to US$ 74 billion in 2018.
Food products is the leading segment, accounting for 43 per cent of the overall
market. Personal care (22 per cent) and fabric care (12 per cent) come next in terms
of market share.
Growing awareness, easier access, and changing lifestyles have been the key
growth drivers for the sector.
What are FMCG goods?
FMCG goods are popularly known as consumer packaged goods. Items in this
category include all consumables (other than groceries/pulses) people buy at regular
intervals. The most common in the list are toilet soaps, detergents, shampoos,
toothpaste, shaving products, shoe polish, packaged foodstuff, and household
accessories and extends to certain electronic goods. These items are meant for daily
of frequent consumption and have a high return.
Rural – set to rise
Rural areas expected to be the major driver for FMCG, as growth continues to be
high in these regions. Rural areas saw a 16 per cent, as against 12 per cent rise in
urban areas. Most companies rushed to capitalise on this, as they quickly went about
increasing direct distribution and providing better infrastructure. Companies are also
working towards creating specific products specially targeted for the rural market.
The Government of India has also been supporting the rural population with higher
minimum support prices (MSPs), loan waivers, and disbursements through the
National Rural Employment Guarantee Act (NREGA) programme. These measures
have helped in reducing poverty in rural India and given a boost to rural purchasing
power. Hence rural demand is set to rise with rising incomes and greater awareness
of brands.
Urban trends
With rise in disposable incomes, mid- and high-income consumers in urban areas
have shifted their purchasing trend from essential to premium products. In response,
firms have started enhancing their premium products portfolio. Indian and
multinational FMCG players are leveraging India as a strategic sourcing hub for cost-
competitive product development and manufacturing to cater to international
markets.
FMCG industry,
Alternatively called as CPG (Consumer packaged goods)industry primarily deals with

the production, distribution and marketing of consumer packaged goods. The Fast
Moving Consumer Goods (FMCG) is those consumables which are normally
consumed by the consumers at a regular interval. Some of the prime activities of
FMCG industry are selling, marketing, financing, purchasing, etc. The industry also
engaged in operations, supply chain, production and general management.
FMCG industry economy,
The competition among FMCG manufacturers is also growing and as a result of this,
investment in FMCG industry is also increasing, specifically in India, where FMCG
industry is regarded as the fourth largest sector with total market size of US$13.1
billion. FMCG Sector in India is estimated to grow 60% by2010. FMCG industry is
regarded as the largest sector in New Zealand which accounts for 5% of Gross
Domestic Product (GDP).
Common FMCG product
Some common FMCG product categories include food and dairy products,
glassware, paper products, pharmaceuticals, consumer electronics, packaged food
products, plastic goods, printing and stationery, household products, photography,
drinks etc. and some of the examples of FMCG products are coffee, tea, dry cells,
greeting cards, gifts, detergents, tobacco and cigarettes, watches, soaps etc.
Market potentiality of FMCG industry
Some of the merits of FMCG industry, which made this industry as a potential one,
are low operational cost, strong distribution networks, presence of renowned FMCG
companies. Population growth is another factor which is responsible behind the
success of this industry.
Leading FMCG companies
Some of the well known FMCG companies are Sara Lee, Nestlé, Reckitt Benckiser,
Unilever, Procter & Gamble, Coca-Cola, Carlsberg, Kleenex, General Mills, Pepsi
and Mars etc.
MARKET OVERVEIW
Total Market Size
 The Indian FMCG sector is the fourth largest sector in the economy with a
total market size of US$18 billion as of 2007.
 By 2015, the sector is predicted to scale up to US$33.4 billion.
 The sector generates 5% of total factory employment in the country and is

creating employ India or three million people, especially in small towns and
rural india.
GRAPH NO:1 India’s FMCG Market Size (In USD Billion)
Sources: Naukri Hub, IBEF, Chennai online

TOP 10 FMCG COMPANIES IN INDIA
Top Companies
According to the study conducted by AC Nielsen, 62 of the top 100 brands are
owned by MNCs, and the balance by Indian companies. Fifteen companies own
these 62 brands, and 27 of these are owned by Hindustan UniLever.
SR.NO COMPANIES
1. Hindustan Unilever Ltd
2. ITC (Indian Tobacco company)
3. Nestle India
4. GCMMF (Amul)
5. Dabur India
6. Asian Paints (India)
7. Cadbury india
8. Britannia Industries
9. Procter & Gamble Hygiene and Health care
10. Marico Industries
Sources: http://info.shine.com/industry/fmcg/6.html
 HUL was formed in 1933 as lever brother india limited and came into being in
1956 as Hindustan lever limited through a merger of lever brother , hindustan
vanaspsti Mfg. Co.Ltd. and Untied traders Ltd.
 One of the country’s largest exporters and recognised as a golden super star
trading house by govt. of india.
 The mission “add vitality to life”
 The company was renamed in june 2007 as Hindustan Unilever Limited.
 P&G the company has 21 product categories out of which only 8 product have
presence in india.
 In india proctor & Gamble has two subsidiaries , P&G Hygiene and health
care Ltd. and P&G home product Ltd.
 P&G hygiene and health care limited has a turnover of more than Rs.500
crores.
 ITC is one of india’s foremost private sector companies with a market

capitalization of over US $ 30 billon and a turnover of US $ 6 billon.
 ITC rated among the world’s best big companies.
 ITC rated among india’s 10 most valuable company brands.
 While ITC is an outstanding market leader in Cigarettes, Hotels, Paperboards,
Packaging and Agri-Export.
What the millenniums expect
According to a study by TMW and Marketing Sciences that surveyed 2,000 people
across different age groups ranging, young consumers are the most ‘rational’ and
likely to spend more time weighing up potential purchases. The survey also suggests
that younger people are using recommendations from their peers about products and
services in order to make rational purchase decisions. According to the study,
shoppers aged 18 to 24 are 174 per cent more likely to use recommendations on
social media than shoppers aged 25 and over.
Another key factor today is – speed. Today's consumer wants packaged goods that
work better, faster, and smarter. The “ need for speed" trend highlights the
importance of speed as a potentially decisive purchase factor for packaged goods
products in a world where distinctions between products are shrinking.
Younger consumers express the greatest need for speed, not a huge surprise for the
smartphone generation. Data monitor's 2013 Consumer Survey found that younger
consumers those in the 15-24 year old age group were twice as likely to say that
"results are achieved quickly" has a "very high amount of influence" on their health
and beauty product choices than consumers in the oldest age group, those aged 65
or older. Speed matters, and 2014 will almost certainly see the introduction of new
game-changing timesavers.
Road Ahead
FMCG brands would need to focus on R&D and innovation as a means of growth.
Companies that continue to do well would be the ones that have a culture that
promotes using customer insights to create either the next generation of products or
in some cases, new product categories.
One area that we see global and local FMCG brands investing more in is health and
wellness. Health and wellness is a mega trend shaping consumer preferences and
shopping habits and FMCG brands are listening. Leading global and Indian food and
beverage brands have embraced this trend and are focused on creating new
emerging brands in health and wellness.
According to the PwC-FICCI report Winds of change, 2013: the wellness consumer,
nutrition foods, beverages and supplements comprise a INR 145 billion to 150 billion
market in India, is growing at a CAGR of 10 to 12%.
 Consumer durables revenues have been growing at a healthy pace
 In 2015, revenue from consumer durables sector in India stood at US$ 9.7
billion, which further increased to US$ 12.5 billion in FY16.
 Consumer durable market expected to grow at CAGR of 13 per cent from
FY05 to FY20.
 Around two third of the total revenue is generated from urban population and
rest is generated from rural population.
GRAPH NO: 2
 (Source: https://www.ibef.org/industry/fmcg-presentation)
INTRODUCTION:
About Mapro:
 Mapro Foods Pvt. Ltd is the manufacturers and resellers of the natural fruit
products. It is one of the growing companies of India which is situated at
Panchgani Mahabaleshwar Road. It produces jams, confectionaries,
squashes, jellies and many more fruit products.
 It is the fruit processing business over more than forty years and it is known
for the innovation and quality in the industry. The Chief Executive Officer of
the company is Mayur Vora. It has its manufacturing units in Panchgani,
Wahi, and Gurgaon. It is most likely to spread its operation in Delhi and
Pathankot. There are more than 500 local employees in the company and
about 100 contract labourers.
 Mapro Foods is a well-known brand in jams and squashes. It is a family

business started in 1959 by the Vora family, making jams from strawberries
and raspberries. Mapro was one of the first to use traditional ingredients to
make plant-based beverage concentrates such as strawberry crush and rose
syrup. The company was also the first in India to introduce pectin jellies and
fruit sweets.
COMPANY PROFILE
 Mapro foods Pvt. Ltd is fruit processing company. It was founded by visionary
Shri Kishor vora. It came into existence in 1959 A. D. The company used to
produce jams from strawberries and raspberries when it was established but
later it started manufacturing various other products like crushes, squash,
confectionaries, sweets, jellies and many more products. The company is one
of the leading companies in India. The Managing Director of the company at
present is Mayur Vora. The company is situated at CHESSON ROAD,
MAHABALESHWAR,PANCHGANI. The plant is BVQI certified and provided
with facility of state of art food park and cold storage.
 Mapro Foods Private Limited is the flat organization where management

works along with their technical and sales functionaries to achieve the vision
and mission of MFPL.
 Mission of MFPL:
Mapro will develop, produce, package & sell food products, with high regards
for safety, nutrition & taste, which we can confidently give to our customers by
implementing and continually improving Quality Management system & food
safety management system to meet & exceed customers expectations.
 History of MFPL:
Over 40 years ago, in small town of Panchgani, near Mahabaleshwar, a
businessman named Kishor Vora decided to make some Strawberry Jam.
Today his 'Hobby' has borne fruit in the shape of Mapro. one of the most
modern, hygienic, quality- conscious Jam and Fruit Products Manufacturing
Concerns in Western India. Mr. Vora could have rested easy on success of
his Fruit recipe. But he wanted to on develop innovative ideas such as
Vegetarian Jelly Sweets, Fruit Cubes with Fruit Juice and Rose Syrups with
Rose Petals .
 All for the first time in country. Mapro does not use advertising medium like
press, radio and television to propagate its product but the taste of product
and nutritional value, and uniqueness result in repeat sales. Today Mapro is
leading supplier of tasty as well as nutritious fruit product to the International
market. Mapro is known to care for its employees. Mapro is a home where
there is mutual understanding between employee and employer like members
in the family. It features a blend of hard work and dedication. It is now in the
process of certification under ISO 9000.
 Most of Mapro's business is largely concentrated in the Western regions of

India. Currently, Mapro exports its products to about 12 countries through
merchant distributors; these account for less than 10 per cent of its total sales.
It has its manufacturing units in Panchgani, Wahi,Gurgoan. The company is
going to open its manufacturing units in Delhi and Pathankot lately. The main
market segment currently is in Maharashtra and Gujarat. It is also
concentrating in expanding its market to the other cities like Kanpur, Lucknow,
and in Punjab.
 The annual growth rate of the company is more than 50%. It earns 40%-50%
profits from the sales of its products. The leading product of Mapro is Rose
syrup (made from the rose petals and their extracts).
 For the production of the products the company buys the fruits from both the
sectors i.e. the local farmers and market and import from other countries as
well. The machineries and other raw materials are imported from various
countries like Egypt, China, New Zealand, Australia, etc
PRODUCT PROFILE
There are various products produced by the Mapro Foods. It is basically involved in
producing jams, Faleros, squashes, crush, syrups, ice creams, etc. The various
products manufactured by Mapro Foods Pvt. Ltd are listed below along with few
detail.
Jams: Jams are used in various meals courses especially for

refreshments and light snacks and they are found tasty with fresh breads buns and
toast, parathas, rotis and puri and also ona variety of salted biscuits. Mapro jams are
made from the respective fruit pulp, pectin, sugar and citric acid. There are various
flavours of the jams that are manufactured. They are Jams are available in the
packing of 200 gms (40 bottles), 500 gms (24 bottles), 1 kg (12 pet jars) and 6 kgs
(4 HDPE jars).
Squashes: Are used in the preparation of Soft drinks in chilled water, soda water
and ice Lollies and slush’s and mock tails. The key indegrients used by the Mapro
Foods for the preparation of the Squash are sugar, water, respective fruit juice or
pulp and some added indegrients like pectin acid depending upon the flavour or fruit.
The different flavours of squashes are:
Squashes are available in the packing of 700 ml (12 pet bottles).
Syrups: Syrups have a number of applications such as to make refreshing soft

drinks in chilled water, Soda water and in milk for milk shakes and add a taste to
Faloodas and Shahi Lassi and Mock tails. Syrup is also used in preparing Ice
creams, as dessert topping and to give a taste to ice lollies and Slush’s. It uses the
same indegrients as the squashes.
The various syrups available are :

Syrups are available in the packing of 1000 ml (12 pet bottles).
Crushes: Crushes gives a refreshing and nourishing drink when prepared in

chilled water and Soda water. Kokum syrup is also used in Ice Lollies and in the
preparation of slush’s. Mapro Foods uses sugar, water, citric acid, pectin and the
respective fruit juice or pulp. The various Mapro Crushes are listed in the table
below.
Mapro Crushes are available in 1000 ml (12 pet bottles), 1000 ml (12 pet bottles)
and 5000 ml (12 pet bottles).
Falchoos: These are the fruity sweets with the real fruit jam. They are made from
sugar, glucose, fruit juice, pectin, citric acid and permitted stabilizers. They are
available in different packing depending upon the type of Falchoos. There are
various kind of falchoos manufactured shown in the table along with the packing
details.
Falchoos
FruitySweets JellySweets(Ava Falchoos[Ava Jelly Fruit FruitPabb

( Available ilablein ilablein 15 Cubes(Ava Cubes(Ava les(Availa
ina pack of apacking of 1kg packs(5 X 8)] ilablein ilablein a blein the
100g X X 6) thepacking pack of packof
60,200g X of 5kgs X 4 200gm 300gmsX
36,500g X jars) X36, 16)
12) 500gmX
27)
Honey: Honey is the only natural sweetener known that needs no additional
refining or processing to be utilized. Honey is an invert sugar composed of 38
precent fructose,31 present glucose, 1 precent sucrose and 9 precent other sugars
along with water and small amounts of vitamins, minerals, enzymes and amino
acids. As a carbohydrate, honey is a good supplier of energy at 64 calories per table
spoon. Because of honey's unique composition, it is digested a little differently than
other sweeteners. When compared to table sugar, honey has less of an effect on
blood glucose levels primarily due to its higher fructose content.
Honey is available in 200 gm, 500 gm, 1 kgs and 6 kgs packing.
MANUFACTURING OPERSTIONS
As we mentioned above the company produces jams, confectioneries, crushes,

squashes, jellies, sweets, toppings and many more. So basically they have three
sections where there are ranges of products produced. The sections are Liquid
Section, Jam Section and Falero Section.
Under Liquid Section,
syrups (Rose, Khus, Thandai, Pineapple ,Strawberry, Kesar and Mahakool), crushes
(Strawberry, Litchi, Kiwi, Mango, Kokum and Pineapple) and squashes (Orange,
Lemon, Lemon Barley Water, Strawberry, Lime Juice Cordial, Lemon Ginger,
Strawberry Cordial, and Pineapple cordial) are manufactured. In one day there are 8
lots are manufactured. As manufacturing of liquid section is a cold process, so,
norma ltemperature is to be maintained. There is just one working shift in this
section.
Under Jam Section,
There are a variety of flavours of jams that are produced. These flavours aremango,
pineapple, strawberry, orange marmalade, rasp berry, mix fruit, etc. There are more
than 30 flavours of jams. The production capacity is 10-14 tonnes. The temperature
in this section is very high as the boiling process is done at more than95’C. There is
just one working shift in this section
Under Falero Section,
The fruity sweet with taste of pure jam is produced. This is the product which earns
more than 50% of the profit. The Faleros have amonopoly as they are produced by
Mapro only. It is one of leading product of Mapro as the Rose Syrup. The production
capacity in this section is about 18 metric tonnes. It has flavours like Strawberry,
Raw Mango, and Alphas. In future Litchi and Guava flavours will also be available in
the market. The Mazana chocolates also come under this section. Production of
Falero is critical and a temperature of 22’C is maintained for its production. The
working hours are 24 X 7 i.e., 2 shifts
2. Production Process
We are just showing the production process of jams and jellies just to understand
how the company works in this technical part.
Raw Material:
Jams and jellies are made from a variety of fruits, either singly or in combination.
Most of the fruits are harvested in the fall. The level of ripeness varies. Pears,
peaches, apricots, strawberries, and raspberries gel best if picked slightly under ripe.
Plums andcherries are best if picked when just ripe. The fruit is purchased from
farmers. Most jam and jelly producers develop close relationships with their growers
in order to ensure quality. The production plants are built close to the fruit farms so
that the time elapsed between harvest and preparation is between 12-24 hours.
The Manufacturing process ;
 The ingredients must be added in carefully measured amounts. Ideally, they

should be combined in the following manner: 1% pectin, 65% sugar, and an
acid concentration of pH 3.1. Too much pectin will make the spread too hard;
too much sugar will make it too sticky.
 Inspection: When the fruit arrives at the plant, it is inspected for quality, using
colour, ripeness, and taste as guides. Fruit that passes inspection is loaded
into a funnel-shaped hopper that carries the fruit into pipes for cleaning and
crushing.
 Cleaning, Crushing and Chopping: As the fruit travels through the pipes, a
gentle water spray clears away surface dirt. Depending on whether the
finished product is to be jam or jelly, paddles push the fruit and or just its juice
through small holes, leaving stems and any other excess debris behind. Some
fruits, such as citrus and apples may be manually peeled, cored, sliced and
diced. Cherries may be soaked and then pitted before being crushed.
 Pasteurizing the Fruit: The fruit and/or juice continue through another set of
pipes to cooking vats. Here, it is heated to just below the boiling point (212° F
[100° C]) and then immediately chilled to just below freezing (32° F [0° C]).
This process, pasteurization, prevents spoilage. For jelly, the pulp is forced
through another set of small openings that holds back seeds and skin. It will
often then be passed through a de juicer or filter. The juice or fruit is
transferred to large refrigerated tanks and then pumped to cooking kettles as
needed.
 Cooking the jam and jelly: Premeasured amounts of fruit and/or juice,
sugar, and pectin are blended in industrial cooking kettles . The mixtures are
usually cooked and cooled three times. If additional flavourings are to be
included, they are added at this point. When the mixture reaches the
predetermined thickness and sweetness, it is pumped to filling machines.
 Filling the jars: Presterilized jars move along a conveyer belt as spouts
positioned above pour premeasured amounts of jam or jelly into them. When
the fruit arrives at the plant, it is inspected for quality, using colour, ripeness,
and taste as guides. Fruit that passes inspection is cleaned, crushed, and
pasteurized. Next, the premeasured mixture is cooked with added sugar and
pectin until it reaches the appropriate thickness and taste. Then it is vacuum-
packed in jars and labelled. Metal caps are then vacuumed sealed on top.
The process of filling the jars and vacuum packing those forces all of the air
out of the jars further insuring the sterility of the product.
 Labelling and Packaging: The sealed jars are conveyed to a machine that
affixes pre- printed labels. According to law, these labels must list truthful and
specific information about the contents. The jars are then packed into cartons
for shipment. Depending on the size of the producer's operation, labelling and
packaging is either achieved mechanically or manually.
GRAPH NO:3The Process of Preparing Jam
QUALITY CONTROL
In the United States, food processing regulations require that jams and jellies are
made with 45 parts fruit or juice to 55 parts sugar. The Federal Food and Drug
Administration (FDA) mandate that all heat-processed canned foods must be free of
live microorganisms. Therefore, processing plants keep detailed lists of cooking
times and temperatures, which are checked periodically by the FDA.
MANAGERIAL STRUCTURE
 Mapro Foods Pvt. Ltd uses all types of employees i.e. skilled, semi skilled and
unskilled labour .Skilled Labour means the one who has higher level of
qualifications as well as the experience.
 Semi skilled labours means they have less qualifications and the experience
is also comparatively less and the Unskilled labour may not have any
qualification or experience
 In the higher level of management highly skilled people work and at the
middle level there may be a combination of skilled as well as the semi skilled
labourers is there and at the lower level management there are more number
of unskilled labourers. However at all levels of the management there must be
aminimum technical as well as conceptual knowledge about the field.
GRAPH NO:4
Board of
Director
Chairman
Chief Executive
officer
Purchase Production Sales/Marketing Finance HRM Research

Department Department Department Department Department Department
Purchase Production Sales/Marketing Finance Research

Manager Manager Manager Manager HRM Manager Manager
CUSTOMER AND COMPETITORS
Customers
Mapro Foods Pvt. Ltd has customers from a wide range of people. Mostly the
customers of the company are children as the products of Mapro are targeted for this
group only i.e. Mapro produces chocolates and jellies and jams and many more
which is mostly liked by the children only. But this doesn’t mean that other age
groups are not covered.
Competitors
Mapro Foods Pvt. Ltd is in food business which is highly and rapidly growing
business & has few competitors also. Some of them are listed below:
 Haldiram:
Manufactures Syrups & exports of the syrups have increased by 20%
since2003 touching 18,000 bottles in 2005.
 issan:
In jams, Mapro Foods Pvt. Ltd is close second to Kissan in market share.
 Mala’s:
It manufactures jam, crush, squash, cordials, syrups which is same as the
manufacturing of Mapro Foods Pvt Ltd.
 Manama:
Their range of products consists of cordials, syrups, fruit and chocolate
dessert toppings.
PART – II: PRIMARY STUDY
LITERATURE REVIEW
Perception:
 LITERATURE REVIEW Brand Preference “A consumer buying a product is

buying it for its function, performance, utility &nevertheless he/she is buying
for its image & status” (Terpstra & Sarathy, 1997). In fact, consumer products
have implications much greater than just their function or utility. (Levy, 1959;
2007 Business Monitor Survey, 2007; Ericksen, 1996; Mick,
1986;Czikszentmihalyi et al., 1981; Sriram, et al. 2006; Leigh and Gabel,
1992;). Products are now are not just consumed for their material utilities but
also for their symbolic meaning which is conveyed by their brand images.
(Elliot, 1997). Deducing that, the products are not merely “sets of attributes
which yield any particular benefit” (Holt,1995, p. 1).
 Therefore, a consumer is much likely to use brands to express how he/she is

either similar to/different from people of their group (Markus and
Kitayama,1991).It has been reported by Bhat & Reddy (1998) that, the brands
have practical &emblematic importance for its consumers. This emblematic
importance that is associated with the brands, is often conveyed through the
choice a of brands(McCracken, 1986; Gottdeiner, 1985). Meaning that, there
exists relation between brand image, which is in sync along the consumer’s
self image & the emblematic importance of the brands. (Zinkham and Hong,
1991; Chang and Chieng, 2006).Consumer will prefer those brands whose
personalities match to his/her self image(Schiffman and Kanuk, 2000).
Consumers does so mainly to express themselves; as being alike to the
personalities (Kassarjian, 1971; Aaker, 1999; Sirgy, 1982). In other words,
consumer prefers certain brands to either create or maintain his/her self
image to themselves or to their groups (Zinkham and Hong, 1991; Sirgy,
1982;Wallendorf and Arnould, 1988).
 In current scenario, “purchase and consumption have emerged as silent ways

of self-expression” (Jamal and Goode, 2001, p. 483).Researches shows us
that self expression or perceived self image do affect consumer’s brand
preference & their purchase intentions (Domestic Beer - US -December 2007,
2007; Ericksen, 1996; Mehta, 1999;) Its live example is, Ericksen’s research
in 1996 where he found significant relation in self image and the intention to
buy US based automobile (Ford Escort). Therefore, it could be inferred that
“individuals prefer brands that do have image compatible with their self
perceptions”(Solomon, 1983; Ericksen, 1996; Belk, et. al., 1982; Jamal and
Goode, 2001; Zinkhamand Hong, 1991;) The higher self image consistency
will strengthen positive attitude towards brands & products (Ericksen, 1996;
Sirgy, 1982, 1985, 1991; Sirgy, et. al.,1997; Schoenfelder and Harris, 2004).
Therefore, consumer’s self-image is strongly related to the brand’s image &
vice versa is also true. (Graeff, 1996). To the brand’s exact status &
deducibility ..
Awareness :
Hoeffler & Keller (2002)

 Moreover, Hoeffler & Keller (2002) indicate that brand awareness can be
distinguished from depth and width. Depth means how to make consumers to
recall or identify brand easily, and width expresses infers when consumers
purchase a product, a brand name will come to their minds at once.
 If a product owns brand depth and brand width at the same time, consumers
will think of a specific brand when they want to buy a product. That is, the
product has higher brand awareness. Moreover, brand name is the most
important element in brand awareness (Davis, Golicic & Marquardt, 2008). As
a consequence, brand awareness will affect purchase decision through brand
association, and when a product owns a positive brand image, it will help in
marketing activities (Keller﹐1993).
(Herbig & Milewicz, 1993; Janiszewski & Van Osselaer, 2000; Turley & Moore,
1995).
 A brand name offers a symbol that can assist consumers to identify

service providers and to predict service results (Herbig & Milewicz,
1993; Janiszewski & Van Osselaer, 2000; Turley & Moore, 1995).
Brand awareness plays an important role on purchase intention
because consumers tend to buy a familiar and well known product
(Keller, 1993; Macdonald & Sharp, 2000).
(Percy & Rossiter, 1992).
 Brand awareness can help consumers to recognize a brand from a

product category and make purchase decision (Percy & Rossiter,
1992). Brand awareness has a great influence on selections and can
be a prior consideration base in a product category (Hoyer & Brown,
1990). Brand awareness also acts as a critical factor in the consumer
purchase intention, and certain brands will accumulate in consumers’
mind to influence consumer purchase decision. A product with a high
level of brand awareness will receive higher consumer preferences
because it has higher market share and quality evaluation (Dodds et
al., 1991; Grewal et al., 1998).
Sources:https://www.scribd.com/mobile/doc/2911373/Mapro-Foods
BACKGROUND OF THE STUDY
CUSTOMER PRECEPTION:
 Customer perception represent modern approach for quality in enterprises

and organisations and serves the development of a truly customer- focused
management and culture.
 Measuring customer satisfaction offer an immediate, meaningful and objective

feedback about client preference and expectations. In the way, company
performance may be evaluated in relation to a set of satisfaction dimensions
that indicates the strong and weak point of a business organisation.
 This project present an original customer perception survey in the food &
beverages sector.
 The implemented methodology is based on the principle of the multicriteria

analysis and preference disaggregation modelling . The most important result
are focused on the determination of the critical service dimensions and the
segmentation to customer clusters with distinctive preference and expectation
 Depth means how to make consumers to recall or identify brand easily, and
width expresses infers when consumers purchase a product, a brand name
will come to their minds at once.
 Brand awareness can help consumers to recognize a brand from a product

category and make purchase decision
 In marketing, Perceptions are more important than the reality, as it is

perceptions that will affect consumer’s actual behaviour.
 Measuring customer perception
 Direct Method
 Indirect Method
 Customer complain
 Customer loyalty
 Customer support
 A product with a high level of brand awareness will receive higher consumer
preferences because it has higher market share and quality evaluation’
 Perception depends not only on the physical stimuli, but also on the stimuli’s
relation to the surrounding field and on conditions within the individual.
 Problem statement
 Management problem
 To Measure Customer Brand Awareness and Customer Brand

Perception toward Mapro?
 Marketing Research problem
 “To measure the brand awareness and brand perception of the

customer for the mapro product”
OBJECTIVES OF THE STUDY:
Primary objective:
 To study the brand perception and awareness of the customer for the
mapro product.
Secondary objectives:
 To know the availability of the mapro product in the departmental

store’s.
 To known the quality and preference of mapro product in the

departmental store’s.
 To known the awareness level of mapro toward customer.
 To known the opinion about brand of mapro.
 To known the customer expectations with the respect to price , quality ,

taste and preference for the mapro products.
 To known the satisfaction level of the customer’s.

RESEARCH METHODOLOGY:
 Research design
 Descriptive research design
 Data collection method

 Survey method
 Population
 Customer of mapro product
 Sampling method
 Non probability sampling method
 Sample size
 100 respondents
 Data collection instrument

 Structured questioner
DATA ANALYSIS AND INTERPRITATION:
TABLE NO:1 Awareness about mapro product
Particular Frequency Percent

Yes 83 83.0
No 17 17.0
Total 100 100.0
GRAPH NO: 1 Aware about mapro product
Frequency
17%
Yes
No
83%
INTERPRETATION:
 As per the Graph, we can say that out of 100 Customers 83% people are
aware of Mapro Brand and 17% are not aware of the Mapro Brand.
TABLE NO:2 Favourite flavour toward in jam

Mango 24 24.0
Strawberry 53 53.0
Pineapple 19 19.0
Litchi 4 4.0
Total 100 100.0
GRAPH NO: 2 Favourite flavour toward in jam
Chart Title
60
53 53.0
50
40
30
24 24.0
19 19.0
20
10
4 4.0
0
Mango Strawberry Pineaaple litchi
Frequency Percent
INTERPRETATION:
As per the graph we can say that out of 100 customers 24% customer like
mango flavour in jam and 53% customer like Strawberry flavour in jam and 19%
customer like Pineapple flavour in jam and 4% customer like Litchi flavour in jam.
All customer are prefer different flavour in mapro jam.
TABLE NO:3 Favourite flavour toward in Syrup

Mango 15 15.0
Strawberry 59 59.0
Pineapple 12 12.0
litchi 14 14.0
Total 100 100.0
GRAPH NO:3 Favourite flavour toward in Syrup
Chart Title
70
59 59.0
60
50
40
30
20 15 15.0 14 14.0
12 12.0
10
0
Frequency Percent
INTERPRETATION:
 As per the graph we can say that out of 100 customers 15% customer like
mango flavour in Syrup and 59% customer like Strawberry flavour in Syrup
and 12% customer like Pineapple flavour in Syrup and 14% customer like
Litchi flavour in Syrup.All customer are prefer different flavour in mapro Syrup.
TABLE NO:4 Favourite flavour toward in Crush

Mango 47 47.0
Strawberry 19 19.0
Pineapple 23 23.0
Litchi 11 11.0
Total 100 100.0
GRAPH NO:4 Favourite flavour toward in Crush
Chart Title
50 47 47.0
45
40
35
30
25 23 23.0
19 19.0
20
15 11 11.0
10
5
0
Frequency Percent
INTERPRETATION:
mango flavour in crush and 19% customer like Strawberry flavour in crush
and 23% customer like Pineapple flavour in crush and 11% customer like
Litchi flavour in crush. All customer are prefer different flavour in mapro crush.
TABLE NO:5 Favourite flavour toward in Falero

Mango 27 27.0
Strawberry 59 59.0
Pineapple 9 9.0
Litchi 5 5.0
Total 100 100.0
GRAPH NO:5 Favourite flavour toward in Falero
Chart Title
70
59 59.0
60
50
40
30 27 27.0
20
9 9.0
10 5 5.0
0
Frequency Percent
INTERPRETATION:
mango flavour in Falero and 59% customer like Strawberry flavour in Falero
and 9% customer like Pineapple flavour in Falero and 5% customer like Litchi
flavour in Falero. All customer are prefer different flavour in mapro Falero.
TABLE NO:6 Aware about various mapro product:

Yes 55 55.0
No 45 45.0
Total 100 100.0
GRAPH NO:6 Aware about various mapro product
Frequency
Yes
49% 51% No
INTERPRETATION:
 As per the graph we can say that out of 100 customers 49% are aware about
various mapro products and 51% are aware about various mapro products.
TABLE NO:7 How you known about mapro products

Friend 24 24.0
Internet 51 51.0
Word of mouth 17 17.0
Magazine 8 8.0
Total 100 100.0
GRAPH NO:7 How you known about mapro products
Chart Title
60
51 51.0
50
40
30
24 24.0
20 17 17.0
10 8 8.0
0
Friend Internet Word of mouth Magazine
Frequency Percent
INTERPRETATION:
 As per the graph we can say that out of 100 customers 24% of customer
known mapro product through Friend and 51% of customer known mapro
product through Internet and of 17% customer known mapro product through
Word of mouth and 8%of customer known mapro product through Magazine.
TABLE NO:8 Satisfaction toward current product

Highly Dis-satisfied 13 13.0
Dis-satisfied 20 20.0
Neutral 17 17.0
Satisfied 34 34.0
Highly satisfied 16 16.0
Total 100 100.0
GRAPH NO:8 Satisfaction toward current product
Chart Title
40
34 34.0
35
30
25
20 20.0
20 17 17.0 16 16.0
15 13 13.0
10
0
Highly Dis-atisfied Dis-satisfied Neutral Satisfied Highly satisfied
Frequency Percent
INTERPRETATION:
 As per the graph we can say that out of 100 customers 13% customer are
Highly Dis-satisfied with current product and 20% customer are Dis-
satisfied with current product and 17% customer are Neutral with current
product and 34% customer are Satisfied with current product and 16%
customer are Highly satisfied with current product.
TABLE NO:9 Place prefer to buy

Departmental store 40 40.0
Super store 29 29.0
Convenient store 19 19.0
Kirana store 12 12.0
Total 100 100.0
GRAPH NO:9 Place prefer to buy
Chart Title
45
40 40.0
40
35
29 29.0
30
25
19 19.0
20
15 12 12.0
10
5
0
Departmental store Super store Convenient store Kirana store
Frequency Percent
INTERPRETATION:
prefer to buy Departmental store and 29% customer are prefer to buy
Super market store and 19% customer are prefer to buy Convenient store
and 12% customer are prefer to buy Kirana store.
TABLE NO:10 First brand comes in your mind: (Jam)

Mapro 36 36.0
Mala's 14 14.0
Food ride 9 9.0
Kissan 41 41.0
Total 100 100.0
GRAPH NO:10 First brand comes in your mind: (Jam)
Chart Title
45 41 41.0
40 36 36.0
35
30
25
20
14 14.0
15
9 9.0
10
5
0
Mapro Mala's Food ride Kissan
Frequency Percent
INTERPRETATION:
As per the graph we can say that out of 100 customers 36% of customer
when thinking for buying jam the first brand come into mind is Mapro and 14%
of customer when thinking for buying jam the first brand come into mind is
Mala’s and 9% of customer when thinking for buying jam the first brand come
into mind is Food ride and 41% of customer when thinking for buying jam the
first brand come into mind is Kissan.
TABLE NO:11 First brand comes in your mind: (Rose Syrup)

Mapro 63 63.0
Mala's 32 32.0
Food ride 5 5.0
Total 100 100.0
GRAPH NO: 11 First brand comes in your mind: (Rose Syrup)
Chart Title
70 63 63.0
60
50
40
32 32.0
30
20
10 5 5.0
0
Mapro Mala's Food ride
Frequency Percent
INTERPRETATION:
when thinking for buying rose syrup the first brand come into mind is
Mapro and 32% of customer when thinking for buying rose syrup the first
brand come into mind is Mala’s and 5% of customer when thinking for
buying rose syrup the first brand come into mind is Food ride.
TABLE NO:12 First brand comes in your mind: (Topping)

Mapro 53 53.0
Mala's 10 10.0
Food ride 36 36.0
Kissan 1 1.0
Total 100 100.0
GRAPH NO:12 First brand comes in your mind: (Topping)
Chart Title
60
53 53.0
50
40 36 36.0
30
20
10 10.0
10
1 1.0
0
Mapro Mala's Food ride 12
Frequency Percent
INTERPRETATION:
As per the graph we can say that out of 100 customers 53% of customer
when thinking for buying Topping the first brand come into mind is Mapro and
10% of customer when thinking for buying Topping the first brand come into
mind is Mala’s and 36% of customer when thinking for buying Topping the first
brand come into mind is Food ride and 1% of customer when thinking for
buying Topping the first brand come into mind is Kissan.
TABLE NO:13 First brand comes in your mind: (Crush)

Mapro 61 61.0
Mala's 39 39.0
Total 100 100.0
GRAPH NO:13 First brand comes in your mind: (Crush)
Chart Title
70
61 61.0
60
50
39 39.0
40
30
20
10
0
Mapro Mala's
Frequency Percent
INTERPRETATION:
when thinking for buying Crush the first brand come into mind is Mapro
and 39% of customer when thinking for buying Crush the first brand come
into mind is Mala’s.
TABLE NO:14.1preference for Buying any marpro product:(taste)

Least preferred 4 4.0
Not preferred 12 12.0
Neutral 15 15.0
Preferred 35 35.0
Most preferred 34 34.0
GRAPH NO:14.1 preference for Buying any marpro product

Chart Title
40
35 35.0 34 34.0
35
30
25
20
15 15.0
15 12 12.0
10
4 4.0
5
0
Least preferred Not preferred Neutral Preferred Most preferred
Frequency Percent
INTERPRETATION:
 As per the graph we can say that out of 100 customers 4% of customer are
least preferred for buying any mapro product and 12% of customer are Not
preferred for buying any mapro product and 15% of customer are Neutral for
buying any mapro product and 35% of customer are preferred for buying any
mapro product and 34% of customer are Most preferred for buying any mapro
product
TABLE NO:14.2 preference for Buying any marpro product:(price)

Not preferred 4 4.0
Neutral 15 15.0
Preferred 49 49.0
Chart Title
60
49 49.0
50
40
28 28.0
30
20 15 15.0
10 4 4.0 4 4.0
0
Frequency Percent
INTERPRETATION:
product.
TABLE NO:14.3 preference for Buying any marpro product:(Brand
name)

Not preferred 9 9.0
Neutral 54 54.0
Preferred 10 10.0
Chart Title
60 54 54.0
50
40
30
18 18.0
20
9 9.0 9 9.0 10 10.0
10
0
Frequency Percent
INTERPRETATION:
product
TABLE NO:14.4 preference for Buying any marpro product:(quality)
Not preferred 2 2.0
Neutral 26 26.0
Preferred 23 23.0
TABLE NO:14.4 preference for Buying any marpro product
Chart Title
60
49 49.0
50
40
30 26 26.0
23 23.0
20
10
2 2.0
0
Not preferred Neutral Preferred Most preferred
Frequency Percent
INTERPRETATION:
product
TABLE NO:14.5 preference for Buying any marpro
product(Availability)
Not preferred 7 7.0
Neutral 16 16.0
Preferred 52 52.0
Chart Title
60
52 52.0
50
40
30
16 16.0 18 18.0
20
10 7 7.0 7 7.0
0
Frequency Percent
INTERPRETATION:
product
TABLE NO:15.1 Expect from the mapro product(value for money)
Preferred 8 8.0
Neutral 18 18.0
Somewhat 14 14.0
Least 6 6.0
GRAPH NO:15.1 Expect from the mapro product
Chart Title
60 54 54.0
50
40
30
18 18.0
20 14 14.0
8 8.0 6 6.0
10
0
Most preferred Preferred Neutral Somewhat Least
Frequency Percent
INTERPRETATION:
Most preferred for buying any mapro product and 8% of customer are
buying any mapro product and 14% of customer are somewhat for buying any
mapro product and 6% of customer are Least for buying any mapro product.
TABLE NO:15.2 Expect from the mapro product(Quantity)
Preferred 15 15.0
Neutral 16 16.0
Somewhat 4 4.0
Least 8 8.0
TABLE NO:15.2 Expect from the mapro product
Chart Title
60 57 57.0
50
40
30
20 15 15.0 16 16.0
8 8.0
10 4 4.0
0
Frequency Percent
INTERPRETATION:
TABLE NO:15.3 Expect from the mapro product (Promotional Offer)
Preferred 48 48.0
Neutral 17 17.0
Somewhat 12 12.0
Least 6 6.0
TABLE NO:15.3 Expect from the mapro product
Chart Title
60
48 48.0
50
40
30
20 17 17.0 17 17.0
12 12.0
10 6 6.0
0
Frequency Percent
INTERPRETATION:
TABLE NO:16 Satisfaction toward Customer support:

Highly Dis-satisfied 6 6.0
Dis-satisfied 10 10.0
Neutral 39 39.0
Satisfied 42 42.0
Highly satisfied 3 3.0
Total 100 100.0
GRAPH NO:16 Satisfaction toward Customer support
Chart Title
45 42 42.0
39 39.0
40
35
30
25
20
15
10 10.0
10 6 6.0
5 3 3.0
0
Highly Dis-atisfied Dis-satisfied Neutral Satisfied Highly satisfied
Frequency Percent
INTERPRETATION:
Highly Dis-satisfied with Customer support and 10% customer are Dis-
satisfied with Customer support and 17% customer are Neutral with
Customer support and 34% customer are Satisfied with Customer support
and 16% customer are Highly satisfied with Customer support.
TABLE NO:17 Often use any mapro product:

Once in year 2 2.0
Daily 59 59.0
Weekly 23 23.0
Once in month 16 16.0
Total 100 100.0
GRAPH NO:17 Often use any mapro product
Chart Title
70
59 59.0
60
50
40
30
23 23.0
20 16 16.0
10
2 2.0
0
Once in year Daily Weekly Once in month
Frequency Percent
INTERPRETATION:
are use any mapro product once in year and 59% of customer are use
any mapro product Daily and 23% of customer are use any mapro product
Weekly and 16% of customer are use any mapro product once in Month.
TABLE NO:18 Best mapro product

Crush 8 8.0
Syrup 8 8.0
Jam 33 33.0
Topping 11 11.0
Chocolate's 40 40.0
Total 100 100.0
GRAPH NO:18 Best mapro product
Chart Title
45
40 40.0
40
35 33 33.0
30
25
20
15
11 11.0
10 8 8.0 8 8.0
0
Crush Syrup Jam Topping Chocolate's
Frequency Percent
INTERPRETATION:
think that crush is the best product of mapro and 8% of customer think that
Syrup is the best product of mapro and 33% of customer think that Jam is
the best product of mapro and 11% of customer think that Syrup is the best
product of mapro and 40% of customer think that Chocolate’s is the best
product of mapro
TABLE NO:19 Overall performance of mapro

Worst 3 3.0
Poor 3 3.0
Average 18 18.0
Good 63 63.0
Excellent 13 13.0
Total 100 100.0
GRAPH NO:19 Overall performance of mapro
Chart Title
70 63 63.0
60
50
40
30
18 18.0
20 13 13.0
10 3 3.0 3 3.0
0
Worst Poor Average Good Excellent
Frequency Percent
INTERPRETATION:
rate overall performance of mapro is Wrost and 3% of customer rate overall
performance of mapro is Poor and 18% of customer rate overall
performance of mapro is Average and 63% of customer rate overall
performance of mapro is Good and 13% of customer rate overall
performance of mapro is Excellent.
TABLE NO:20 GENDER
Particular Frequency percentage

“MALE” 62 62.0
“FEMALE” 38 38.0
TOTAL 100 100
GRAPH NO:20 GENDER
Frequency
38% Male
Female
62%
INTERPRETATION:
 As per the Graph, we can say that out of 100 Customers 38% were the
Female Customers and 62% were the Male Customers.
TABLE NO: 21 OCCUPATION

Employed 49 49.0
Self-employed 51 51.0
Total 100 100.0
GRAPH NO:21 OCCUPATION
Chart Title
52
51 51.0
51
51
50
50
49 49.0
49
49
48
Employed Self-employed
Frequency Percent
INTERPRETATION:
 As per the Graph, we can say that out of 100 Customers 49% are the
Empolyed and 51% are the Self-empolyed.
TABLE NO:22 Annual income

1 to 3 lakh 27 27.0
3 to 10 lakh 58 58.0
Above 10 lakh 15 15.0
Total 100 100.0
GRAPH NO:22 Annual income
Chart Title
70
60 58 58.0
50
40
30 27 27.0
20 15 15.0
10
0
1 to 3 lakh 3 to 10 lakh Above 10 lakh
Frequency Percent
INTERPRETATION:
 As per the Graph, we can say that out of 100 Customers 27% of customer annual
income is 1 to 3 Lakh and 58% of customer annual income is 3 to 10 Lakh and
15% of customer annual income is Above 10 Lakh.
RESULTS AND FINDINGS:
 As per the Graph, we can say that out of 100 Customers 83% people are
aware of Mapro Brand and 17% are not aware of the Mapro Brand.
mango flavour in jam and 53% customer like Strawberry flavour in jam and
19% customer like Pineapple flavour in jam and 4% customer like Litchi
flavour in jam. All customer are prefer different flavour in mapro jam.
mango flavour in Syrup and 59% customer like Strawberry flavour in Syrup
and 12% customer like Pineapple flavour in Syrup and 14% customer like
Litchi flavour in Syrup. All customer are prefer different flavour in mapro
Syrup.
mango flavour in crush and 19% customer like Strawberry flavour in crush
and 23% customer like Pineapple flavour in crush and 11% customer like
Litchi flavour in crush. All customer are prefer different flavour in mapro crush.
mango flavour in Falero and 59% customer like Strawberry flavour in Falero
and 9% customer like Pineapple flavour in Falero and 5% customer like Litchi
flavour in Falero. All customer are prefer different flavour in mapro Falero.
 As per the graph we can say that out of 100 customers 49% are aware about
various mapro products and 51% are aware about various mapro products.
known mapro product through Friend and 51% of customer known mapro
product through Internet and of 17% customer known mapro product through
Word of mouth and 8%of customer known mapro product through Magazine.
Highly Dis-satisfied with current product and 20% customer are Dis-satisfied
with current product and 17% customer are Neutral with current product and
34% customer are Satisfied with current product and 16% customer are
Highly satisfied with current product.
prefer to buy Departmental store and 29% customer are prefer to buy Super
market store and 19% customer are prefer to buy Convenient store and 12%
customer are prefer to buy Kirana store.
when thinking for buying jam the first brand come into mind is Mapro and 14%
of customer when thinking for buying jam the first brand come into mind is
Mala’s and 9% of customer when thinking for buying jam the first brand come
into mind is Food ride and 41% of customer when thinking for buying jam the
first brand come into mind is Kissan.
when thinking for buying Crush the first brand come into mind is Mapro and
39% of customer when thinking for buying Crush the first brand come into
mind is Mala’s.
Highly Dis-satisfied with Customer support and 10% customer are Dis-
satisfied with Customer support and 17% customer are Neutral with Customer
support and 34% customer are Satisfied with Customer support and 16%
customer are Highly satisfied with Customer support.
use any mapro product once in year and 59% of customer are use any mapro
product Daily and 23% of customer are use any mapro product Weekly and
16% of customer are use any mapro product once in Month.
 As per the graph we can say that out of 100 customers 3% of customer rate
overall performance of mapro is Wrost and 3% of customer rate overall
performance of mapro is Poor and 18% of customer rate overall performance
of mapro is Average and 63% of customer rate overall performance of mapro
is Good and 13% of customer rate overall performance of mapro is Excellent.
 As per the Graph, we can say that out of 100 Customers 38% were the
Female Customers and 62% were the Male Customers.
 As per the Graph, we can say that out of 100 Customers 49% are the
Empolyed and 51% are the Self-empolyed.
 As per the Graph, we can say that out of 100 Customers 27% of customer
annual income is 1 to 3 Lakh and 58% of customer annual income is 3 to 10
Lakh and 15% of customer annual income is Above 10 Lakh.
OBESERVATION
The study helps to find the impact of the brand name among customer with
reference to:
 Mapro takes special care of hygiene and quality .We found that all the
labours directly involved in the production were wearing gloves and hair
caps.
 There is more than 118000 metric tonnes of consumption of the strawberry

throughout the year.
 Mapro company grew without the help of any kind of advertisement . It is

known by its products and quality and not because of the external of
advertisement
 Mapro is the first company to introduce pectin jellies in india.

LIMITATION OF THE STUDY
 The sample size chosen is limited to 100 only because of the time constraint
 This study was based purely in Vadodara
 Information given by respondents may or may not be correct
 The project was undertaken at mapro, the data was confidential so there were
certain barriers in accumulating
 The disclosure of data from their side was limited

CONCLUSION / SUGGESTIONS
CONCLUSION:
 Most of the customer were satisfied but change are required according to the
changing scenario as advertisement has a great impact in the working of the
company.
 More advertisement is required to increase the brand recongnition which will

promote more selling of the product
 Most of the customer were satisfied with the tasted of the mapro product.
 Mapro company has to come up with new product so that company can
attract more customer and retain existing customer
 Price can be comparatively lowered making it feasible for the middle class
strata o purchase the product.
 Promotion and promotional offer should be taken up in order to gain

customer attention.
 Overall good review of all the product.

SUGGESTIONS:
 Company should focus on the advertisement other than

mahableshwar ( which is its producing area ) so that it helps to
increase their sales.
 Company should focus on the replacement policy i.e. tampered,

expired or defective product should be replaced immediately.
 Company should focus on the packaging of the product i.e. it can

change its packaging after certain period of the time and come up with
new attractive ideas.
 Promotional activities should be well planned and conducted in

prominent areas like :
 Market
 School and collages
 Public place
 Outside super market
 Introduction offers or promotional perks can be inculcated.
 Media like local newspapers, radio , and TV channels must be

used.
 Eye catching banner, hoardings , pamphlets , slogans etc. should
be introduced.
ANNEXURES:
QUESTIONNAIRE
Questionnaire on
“TO MEASURE THE BRAND AWARNESS AND BRAND PRECEPTION OF THE

CUSTOMER TOWARD MAPRO PRODUCT”
I am conducting a survey to know the Brand awareness and Brand

perception towards Mapro product in Vadodara. Kindly take some time to fill
the questionnaire. The information provided by you will be kept confidential and
will only be used for the academic purpose.
1. Are you aware about mapro brand ?
Yes No
2. Your favourite flavour.
Mango Strawberry pineapple Litchi other

Jam
Syrup
crush
falero
3. Are you aware of various mapro product ?
Yes No
4. How do you known about mapro product ?
Advertisement Friend Internet Word of mouth Magazine
5. How satisfied are you with current product ?
Highly Dis- Dis-satisfied Neutral Satisfied Highly satisfied

satisfied
6. Which of the following place you prefer to buy ?
Departmental store Super market Convenient store Kirana store
7. What is the first brand that comes to your mind ?
Mapro Mala’s Food ride Kissan

Jam
Rose
syrup
Topping
Crush
8. What is your first preference on when purchasing any mapro product ?
Least Not Neutral Preferred Most

preferred preferred preferred
Taste
Price
Brand
name
quality
Availability
9. What do you expect from the mapro products ? (Rank from 1 to 5) (5-Most preferred
and 1- least preferred)
5 4 3 2 1
Availability
Value for
money
Quality
Quantity
Promotional
offers
Packaging
10. A satisfaction toward customer support provide by mapro ?
Highly Dis- Dis-satisfied Neutral Satisfied Highly satisfied

satisfied
11. How often do you use any mapro product ?
Once in year Daily Weekly Once in year
12. Which product of mapro do you think is best ?
Crush Syrup Jam Topping Chocolate’s
13. How will you rate the overall performance of mapro ?
Worst Poor Average Good Excellent
Demographic Information
Name :-
Address :-
Gender :-  Male  Female
Contact No :-
Occupation :-
Annual income :-
Suggestion :-
BIBLIOGRAPHY:
Book References:
 Kotler P., (2012) , Marketing Management by, Pearson education,

14th edition , New-Delhi , No.160
 Kotler P., (2012) , Marketing Management by, Pearson
Publication, 11th edition , New-Delhi , No.59, 72
 Kothari, C. R , Garg Gaurav , (2004), Research Methodology
(Methods and techniques) , New age International (P) Limited
Publisher New Delhi-110002 , No. 114
 Zikmund, Babin , (2007) , Essentials of Marketing Research, 3rd
Edition, Thomson , Australia. , Indian Publication, No.135, 143
Web References:
 www.mapro.com
 http://www.mapro.com/mapro_history.html
 http://www.hospitalitybizindia.com/deatailNews.aspx?aid=7833&si
d=1
 http://www.mapro.com/mapro_quality.html,
 http://en.wikipedia.org/wiki/mapro_Garden
 http://businesstoday.intoday.in/story/smaill-brand-in-india-mapro-
foods/1/184742.html,
 www.shine.com
 www.ibef.com

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A

“TO MEASURE THE BRAND AWARNESS AND BRAND

C K SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT

REQUIREMENT OF THE AWARD FOR THE DEGREE OF

MASTER OF BUSINESS ADMINISTRATION

Faculty guide Company Guide

Ms. Hetal Thakar Mr. Kush Sharma(sales officer)

Mr. Rajesh Soni(sales representative)

C.K.SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT

 With the respect and pleasure, I have privilege to submit my report to

 As a student of MBA, I wanted to take some project related to marketing. My

 I got a chance to do my summer training under the organization like mapro.

 Mr Kush Sharma, (Sales Officer)

 Last but not the least I cannot forget to express my great-fullness to my

DATE: SIGNATURE: YASH S. GIRI

I got a chance to do my summer training under the organization like mapro. My

1 AWERNESS REGARDING MAPRO 35

3 FAVOURITE FLAVOUR TOWARD IN SYRUP 37

4 FAVOURITE FLAVOUR TOWARD IN CRUSH 38

5 FAVOURITE FLAVOUR TOWARD IN FALERO 39

6 AWARE ABOUT VARIOUS MAPRO PRODUCT 40

7 HOW KNOWN ABOUT MAPRO PRODUCT 41

8 SATISFACTION TOWARD CURRENT PRODUCT 42

9 PLACE PREFER TO BUY 43

10 FIRST BRAND COMES IN YOUR MIND(JAM) 44

1 AWERNESS REGARDING MAPRO 35

3 FAVOURITE FLAVOUR TOWARD IN SYRUP 37

4 FAVOURITE FLAVOUR TOWARD IN CRUSH 38

5 FAVOURITE FLAVOUR TOWARD IN FALERO 39

6 AWARE ABOUT VARIOUS MAPRO PRODUCT 40

7 HOW KNOWN ABOUT MAPRO PRODUCT 41

8 SATISFACTION TOWARD CURRENT PRODUCT 42

9 PLACE PREFER TO BUY 43

10 FIRST BRAND COMES IN YOUR MIND(JAM) 44

What are FMCG goods?

Rural – set to rise

Alternatively called as CPG (Consumer packaged goods)industry primarily deals with

FMCG industry economy,

Market potentiality of FMCG industry

Leading FMCG companies

Total Market Size

 By 2015, the sector is predicted to scale up to US$33.4 billion.

 The sector generates 5% of total factory employment in the country and is

GRAPH NO:1 India’s FMCG Market Size (In USD Billion)

Sources: Naukri Hub, IBEF, Chennai online

2. ITC (Indian Tobacco company)

6. Asian Paints (India)

9. Procter & Gamble Hygiene and Health care

10. Marico Industries

 ITC is one of india’s foremost private sector companies with a market

 Mapro Foods is a well-known brand in jams and squashes. It is a family

 Mapro Foods Private Limited is the flat organization where management

 Most of Mapro's business is largely concentrated in the Western regions of

Jams: Jams are used in various meals courses especially for

The different flavours of squashes are:

Squashes are available in the packing of 700 ml (12 pet bottles).

Syrups: Syrups have a number of applications such as to make refreshing soft

The various syrups available are :

Crushes: Crushes gives a refreshing and nourishing drink when prepared in

FruitySweets JellySweets(Ava Falchoos[Ava Jelly Fruit FruitPabb

As we mentioned above the company produces jams, confectioneries, crushes,

Under Liquid Section,