Nagara Customer Satisfication

MARKETING RESEARCH
REPORT
ON
CUSTOMER SATISFACTION
BALAJI WAFERS PVT.LTD.
Prepared By:
DIVYA VAZA
College:
JUNAGADH KELAVANI MANDAL, JUNAGADH
Roll no:
Academic year:
2015-16
Guided By:
PROF. VIMAL GOHEL
Submitted to:
SAURASTRA UNIVERSTY.
1
DECLARATION
I, the undersigned Divya Vaza A student of JKM College Rajkot.

Studying in T. Y. B. B. A. hear by declare that this project work is m y
own work through possible efforts and been created by me under the
supervision of Prof. Vimal Gohel of JKM College, Saurashtra Universit y,
Rajkot.
This project has be en not submitted to any other universit y for any
examination.
It is the first time submitted by me for our study of Industrial practical

study to Saurashtra Universit y.
Date :
Place : Rajkot Signature__________________

(Divya Vaza)
2
PREFACE
Education is the process of sharpening ones mind. Education

is something, which is not given in class rather, it is a process,
which can take place anytime and at any place, but to work a long
way . When any subject is taught theoreticall y in class it is known
as “Academics” but when it is studied with the subject
applicabilit y in real life it is known as “Professional Education” .
I am the student of T. Y. B. B. A. , a professional degree

course . Industries of all kinds need good tr ained administrators, so
this course has been offered by Saurashtra Universit y . The main
purpose of behind the preparation of the report is give practical
knowledge.
Hear the report includes the detailed in information abou t the

production , personnel , marketing and the finance department of the
company. A brief idea about the compa ny is given in this report .
I am reall y proud to be a student of JKM College Junagadh .

This has given me a chance to get practical knowledge in the field
of management . This training makes it easy to understand to the
working of an industry it was a good experience for me to visit
the firm.
3
ACKNOWLEDGEMENT
It is reall y a matter of great pleasure for me to prepare project

report. At this stage project report is an important part of learning, and
every entrepreneur prepares it before he starts actual production.
I am heartil y thankful to the saurashtra universit y, which has given

me the golden opportunit y to prepare the product project report of potato
wafers.
It is m y pleasant dut y to express m y profosund gratitude and

extreme regards and thanks to Mr. Jay Sachdev , authorized persons of
“BALAJI WAFERS PVT LTD” his valuable guidance and for the time he
spent to help me in preparing the project report.
I express m y report sense of gratitude towards our college

and Mr. Vimal Gohel who has guided me in preparing this project
report.
Lastl y, I express my gratitude towards all those who have

helped me in preparing this report and apologies to those whose
name I might have failed to mention above.
4
MAIN INDEX
SR.NO. PARTICULARS PAGE NO.

1. Introduction 5
2. History Of Unit 6
3. Balaji & Virani 7
4. Swot Anal ysis 10
5. Project At Glance 13
6. Organization Structure 15
7. Achievements Of Company 16
8. Company Profile 17
9. Size Of The Organization 18
10. Objective Of Firm 19
11. Turn Over 20
12. Best Qualit y At Affordable Price 21
13. Contribution Of Unit 22
14. Marketing Department 23
15. Product Profile 30
16. Market Research 39
17. Anal ytical Finding 45
18. Conclusion 85
19. Suggestion 86
20. Limitation Of The Study 87
21. Bibliography 88
22. Questionnaire 89
5
INTRODUCTION
In the modern competitive era, BALAJI WAFERS Pvt. LTD has

made very good progress. It has a golden history in world of food items.
For preparation of Market Research Report, it should be necessary

to understand such t ype of general matters of the org. these t ype of
general matters are considered in the section of “General information”. If
these t ypes of general matters are not contained in the preparation of
industrial report will be incomplete & it was not provi de perfect
knowledge of organizations
.
BALAJI WAFERS PVT LTD produces readymade food items. Now
a days people are fond of eating readymade food items and “BALAJ I”
name is very popular & well – known in Saurashtra & Gujarat of the
people choose Balaji ite ms produces many t ypes of food items like, potato
wafers, banana wafers, mung dal, farali chevdo, ratlami sev, shing,
chataka pataka, gathiya etc all this items 100% pure & vegetarian.
The “BALAJ I WAFERS PVT. LTD is located at vajdi Kalawad

Road, Tal, Lodhika, Dist, Rajkot – 3. The main product of Balaji Wafer is
a potato wafer, which brand name is “BALAJ I”.
6
HISTORY
Most of the have a modest beginning. The infancy of this company

began more than 20 years ago in 1982 with the efforts of Mr. Bhikubhai,
Mr. Chandubhai, Mr. kanubhai & the numbers of their famil y.
When Chandubhai & Bhikhubhai was working an contact basis for

suppl ying of wafers to canteen of Astron theatre at Rajkot cit y they got
readymade products from third part y manufacturer & suppl y the same to
canteen of astron theatre. But as usual there was problem of short suppl y
as well as delay in suppl y of the product an time. As this kind of problem
lead a business to verify “something” had to be alone in these regards as
the ultimate
To all these problems they decide to manufacture wafers its own &
suppl y the same to canteen. And thus foundation of the Balaji was setup
without any brand name.
This development had lead Balaji wafers producers to “Balaji

Wafers Pvt Ltd in 1990. They introduc ed production & packaging
machinery in 1997 to deal with huge demand.
Recentl y they had set up a huge full y automatic plant with the
production capacit y of 1200 Kg. per how far production as well as
nitrogen filler packaging far long -term presentation of the products.
7
BALAJI AND VIRANI:
Balaji and Virani -- the combination sounds familiar. The Virani

famil y of Balaji Telefilms’ show Kyunki saas bhi kabhi bahu thi may be
a household name, but here’s an other Virani famil y from real, not reel,
life that has stormed Gujarati homes. With Balaji snack foods, what else?
When four Virani brothers from Rajkot (Saurashtra) – Meghjibhai,
Chandubhai, Bhikhubhai and Kanubha i – entered the snackfoods business
two decades ago, they never thought that one day they would give the
MNCs a bite for their money. But today, Balaji Wafers has emerged more
than a munch for Pepsi’s Frito – Lay, with almost 70% of the state’s
wafers market in its pocket, err, packet.
Their very own version of the Virani famil y drama, starting in

Saurashtra’s commercial club Rajkot in a dingy cinema hall canteen, has
all the masala of an entrepreneurial zing. But that’s where the similarit y
between the TV show and famil y business drama seems to end. The
Virani’s say they never quite borrowed the Virani – Balaji combo from
TV; if at all, it should have been the other way round. Because their
Balaji saga actuall y started back in 1982, when Balaji Telef ilms promoter
Jeetendra was still known as the Jumping Jack.
Born to a farming famil y in the nondescript Dhundhoraji village in

Jamnagar district, brothers Virani first dirtied their hands in the diamond
and agriculture kits business in the mid 1970s. But the effort ended in
disaster. “We tried trading in diamonds and agricultural kits. But lost the
entire Rs. 20, 000 capital our father gave us”. Says Chandubhai,
managing director of Balaji Wafers Pvt. Ltd, and a class X
passout.Chandubhai and his bro ther Meghjibhai next took up jobs in
Rajkot’s Astron Cinema selling refreshments. “I earned Rest. 100 per
month while m y brother took home Rs. 155,” he recalls.
8
Later, when the cinema owner Govindbhai handed over the canteen
to them on contract basis in 1976, Chandubhai introduced sandwiches,
with a little help from the dadies of his household who supplied him with
exotic home made masala. The sandwiches soon went on to prove an
instant hit in the Saurashtra region. Even, the Viranies continue sellin g
their sandwiches, though they rake in less than a fraction of their
turnover.
Noticing earl y on that potato wafers constituted 80% of the

refreshment sale, the brothers decided to turn that into their core business.
That’s when Balaji was born. “We e ven managed to get a specialist cook,
but he turned out to be a shirker. So, often, I had to slice potatoes and fr y
them m yself,” Says Chandubhai, strongl y advocating a do -it-yourself
attitude towards business.
“The demand for wafers was tremendous and the suppl y limited,
given the distribution constraints in those days. Companies located in
Mumbai could not meet the local demand, so we decided to pitch in and
make good of the suppl y gap,” says Chandubhai, turning nostalgic at
thought of how, 23 years ago, he had purchased 60 kg potatoes to make 15
kg of wafers.
Today, with gradual automation that began in 1993 Balaji has the
capacit y to produce 1200 kg wafers per hour. The viranies even took a
Rs. 15 Crore loan from corporation bank to mechanize prod uction. The
technology was sourced from the U.S. and U.K and Germany to help
improve qualit y.
It market estimates are to be believed, Viranies have build Rs. 150

Crore business out of potato wafers. Of course the brothers themselves
9
refused to reveal the size of their profit and sales. However market
estimates, says that it could be around 125 Crore.
All that they say, instead, is that in the first ten years, 1982 to 1992
while the business grew the revenues were small. So even as the famil y
sifted to a 750 sq. yard house in the cit y, famil y members continued to do
most of the processing including procuring potatoes, cleaning them,
frying them and even packaging them. From going about distributing the
product on a moped, they bought a rickshaw t wo years latter. A tempo
was subsequentl y added with a Rs. 1.8 lakh loan form a bank.
10
S
S: - Strength concentrate
On your strength
W
W: - Weakness Recognize
Your weakness
O
O: - opportunity evaluate
Your opportunities
T
T: - Threats research
Your threats
11
SWOT anal ysis is a good tool for a manager, like a
thermometer. Stethoscope for a doctor.
STRENGTH:-
 The biggest strength of BALAJI WAFERS Pvt Ltd is company’s

brand image.
 The quality of the product, as well as its reasonable price is the
second strength.
 The distribution network of Balaji wafers all over Gujarat is
excellent.
WEAKNESS:-
Onl y when you recognize them. You can correct them
 Balaji Wafer Sales its products just in selected states of India.

 Balaji has still not introduced wafers in various tastes in order to
compute with the multination.
 Very less spending on advertisement
OPPORTUNITITES:-
They are plent y event in adversit y evaluate.
 Expand its area of operation & give new varieties in its product
range.
 Diversit y their business in the form of franchising.
 Increase production & expand their distribution area to capture
national market.
12
THREATS:-
They are like tickling bombs defuse them by taking

preventing actions.
 The biggest threat is of the MNCs that may eat away their share.
 If they restrict their boundaries of operation then in long run it will
affect its profitability.
13
PROJECT AT THE GLANCE
Name of the unit : Balaji Wafers Pvt. Ltd.

Location : Vajdi (vad)
Kalawad Road,
Tal, Lodhika,
Dist, Rajkot – 3
Form of the Unit : Pvt. Ltd
Size of the Unit : Large Scale
Year of established : 1982
Pioneers of the unit : 1) Chandubhai Virani
2) Bhikhubhai Virani
Bankers : Co – operation Banks
Line of Activities : Producing food items
Phone : 0281 2783755 56 89/90/91/92
Fax : 0281 2783747
Email : contact@balajiwafer.com .
Accounting year : 1 s t April to 31 s t March
Working hours : 8 a.m. to 5 p.m.
Lunch break : 12 a.m. to 1 p.m.
Working days : 6 days per week
Weekl y off : Wednesday
Total employees at factory : 900
Total dealers : 500
Total area : 30,000 sq m.
Slogan : “ANY TIME CRUNCHY,

ALL TIME FRESH”
Marketing strategy : Less Price – Best Qualit y
Marketing consultancy : Kataria Marketing Consultancy
14
Packaging : Nitrogen packing to ensure
Freshness.
Distribution Power : The order is delivered within 48
Hours of giving order.
Peak season : June to December.
15
ORGANISATION STRUCTURE
Organization structure is the vital tool for providing information

about any organizational relationship such as chart shows the major
function & their respective relationship the channels of formal authorit y,
the relative authorit y of each respective func tion.
Balaji has adopted line & staff organization structure hence, the
overall contact, supervision & direction are in the hands of board of
directors.
The Board of Directors are:
Mr. Bhikhubhai Virani

Mr. Chandubhai Virani
Mr. Kanubhai virani
Mr. Keyur virani
Mr. Mihir Virani
Mr. Pranay Virani
16
ORGANIZATION CHART
Chairman
Managing Director
Director
Personnel Marketing Financial Production

manager manager manager Manager
Assistant Distributors Chief Quality

Accountant Control
Time Dealers clerk supervisor

Keeper
Peon Operator
Workers
17
COMPANY’S ACHIEVEMENTS
The company’s food production like potato wafers, banana wafers.

& other salt y products are prepared in its full y automatic plant with
bacteria free & stringent hygienic standers. The use of computer system
ensures uniform qualit y & abviates the necessit y for launch of human
hands. The production environment is comparativel y go od for the
employee, which makes it possible to produce maximum production.
According to the survey conducted by “Times of India”, Balaji

Wafers Ranks “4 t h ” in branch reorganization in India.
“Business Standard” paper dated 10 t h September 2003 addressed

Chandubhai virani as the ‘wafer sultan’ in the ‘Meet Your Enter Rear’
column.
18
SIZE OF THE ORGANIZATION
There are three t ypes of industrial an the basis of investment

specified by the government.
1). Small scale Industries.

2). Medium scale industries
3). Large scale Industries.
A firm where its investments in fixed assets are in between 60 lakhs

to 3 crores is called a small scale industry. A firm where its investments
in fixed assets are in between 3 crores to 5 crores is called a m edium
scale industry. A firm where its investments in fixed assets are above 5
crores is called large scale industry.
As per the above decision Balaji wafers pvt ltd is a large scale
Industry as it has invested more than 5 crores of rupees.
Balaji wafers Pvt Ltd is a private limited company from 1990.
19
OBJECTIVES OF THE FIRM
The mission of Balaji Wafers Pvt. Ltd. is to do business in the

international market. The company wants to add novelt y products at
reasonable prices to satisfy the consumers & they are by increasing
market share.
“Balaji Wafers Pvt. Ltd.” desists to achieve the goals like.
 To increase productivity & market share of the company.

 To produce quality products at a reasonable price.
 To increase the produ ctivity of the company
 To enter in the international market
In all the company wants to earn reputation of excellent taste high

qualit y & perfect packing in Indian market as well as in international
market thus, the company is continuousl y stringing far that.
20
TURN OVER
The turnover refers to the total sales revenue during the year. Ever y
company always trys to increase the turnover of the company.
The present turnover of the company is about 23 to 24 creases

aggregated of all the products. In this the proportion of the wafers is 70%
& Nankeens is 30%
21
BEST QUALITY AT AFFORDABLE PRICE
It is the policy of the company to concept nothing than perfect

“Balaji Wafers” believes that to sustain any product in the market, things
are necessary to consider.
1. Quality of product :- The Qualit y of wafers & numkeens cannot e

questioned choicest & high qualit y potatos & dal, proper care is
being taken chiring the process that the qualit y is not hampered &
the customers are given the best products.
2. Price of Product :- when the qualit y provided is best & still the
price in the cap of the company. The price list of the company’s
product is given blow:
3. Availability of product :- any product with good qualit y &

reasonable price is enough unless it is available where it is
demanded Balaji wafers have devised an ideal distribution channel
to ensure the supply of fresh products is any career of Gujarat
within 48 hours Thus, effective distribution is as important as
efficient production is as important as efficient production for the
growth of the company.
4. Packing & Advertisement :- The company is determined to offer its

products in attractive & weather – resistant packing at apartable
prices to all classes of people in Gujarat. The nitrogen packing of
wafers prevent the qualit y of wafe rs to determinate & keep them
fresh crunchy all time the share of the company in the “ Brand
loyalt y” has remained around 70% to 80% in Gujarat.
22
CONTRIBUTION OF UNIT
From Workers Point of view :- Balaji wafers provide both

monetary as well as non – monetary benefit to its employ which are
essential to encourage, stimulate & motivate the employees. So that the y
remain loyal & Sincere towards the organization.
From customers point of view :- Balaji wafers provide standard

qualit y products at a very rea sonable rate which is affordable by all. So
they have done the best it could do for the development of the societ y as a
whole.
From society’s point of View :- This unit is running at its full

installed capacit y prudentl y it is production 1000 – 1200 Kg. of wafers
per hour.
More over Balaji’s wafers Pvt. Ltd. Is covering 6% of total Indian

market in snacks & nankeens. It is at the 4 t h place from th e top 5
companies of India .
23
24
INTRODUCTION OF
MARKETING DEPARTMENT
Modern market is a complex and competitive market. In this

situation, it is difficult to create a customer for the product. So, marketing
is too, by which we create a customer about certain products. Marketing is
a real test of success of any company if the prod ucts are selling like a
powerful. Hence, marketing is measure tape of company’s success.
DEFINITION: -
‘Marketing is a social and managerial process by which individuals

and groups obtain what they need and want through carting, offering and
exchanging products of value with others.’
Traditionall y, a “Market” was the place where buyers and sellers

gathered to exchange their goods, such as a village square. Economists
use the term to refer to a collection of buyers and sellers who transact
over a particular products or product class. The sellers send goods &
services and communication to the market: in return they receive money
and information. The inner loop shows an exchange of money for goods
and services; the outer loop shows an exchange of information .
25
ORGANIZATION CHART
Marketing is an essential factor, which is related with buying, and

selling of product, marketing means to create demand, in such a way it
helps the product to reach it’s final consumers, so every firm give
importance to his m arketing department of organization. To have a wide
marketing organization is much important with a view to make more sales
or to get more profit.
BALAJI WAFERS PVT LTD. is gives special attention on

marketing. The marketing organization structure of this unit is as under.
General Manager
Marketing Manager
Marketing Executive
Sales Executive
Workers
26
MARKET SEGMENTATION
Market segmentation is the process of dividing buyers into groups

with a command need or wants into different classes on the bases of
region, sex, age, time, etc. This is to be done for obtaining maximum
response from customer from various market areas. Generally, there are
two t ypes of market segmentation. That is…
 Geographical market segmentation means people oriented

approach.
 The product oriented approach means saving the demand or

consumer.
BALAJI WAFERS PVT LTD. is having their Marketing Department

to keep watch against the market situation and control the a ctivit y related
to marketing.
The marketing manager control the marketing field related to

product, price, promotion and place. Marketing manager has to carr y
works related to sales manager, marketing executives, sales executives
and workers. BALAJI WAFERS PVT LTD., selling their product in
Gujarat, Maharashtra and Rajasthan.
27
PRICING POLICY
Pricing is a very crucial decision in marketing management. It is

the most important and the crucial decision in the area of marking
organization in a free econ om y. All economics activities revolved around
price. So, price is factor which gives life to economic system. So we can
say that anything not exit without price is an important part for buyers as
well as sellers.
BALAJI WAFERS PVT LTD., is more conscious a bout their price

because people are more sensitive to price that’s why they providing best
qualit y at less price again the exact price policy helps customer for fast
transaction.
28
SALES PROMOTION
BALAJI WAFERS PVT LTD., promote sales through giving

incentives to their agent and distributors and also by doing competition
among them. They try to keep relationship to their network and people by
providing stickers, calendars, gifts and wishing cards. They are mainl y
concentrating on their product quality, quantit y. They are also
concentrating on their services, price, and distribution channel.
DISTRIBUTION CHANNEL
The distribution is the most important part of the marking

management. For this purpose most of the manufactures need
intermediates like wholesaler, Retailer and Dealer etc. This is known as
channel of distribution. It means the root through which goods and
services reach to the customer. There are two t ype of channel of
distribution like
 Direct channel
 Indirect channel
BALAJI WAFERS PVT LTD. is selling their different products not

onl y in all over Gujarat but also in the Maharashtra and Rajasthan. Thus,
the unit is selected the direct channel of distribution. Their distributors
are spared all over in Gujarat, Maharas htra and Rajasthan.
29
ADVERTISEMENT
Modern market is a competitive market now a days the advertising

is a powerful tool to increase the sales, none of the company can stand in
the market without powerful advertisement. The units BALAJI WAFERS
PVT LTD. perform their advertisement according to his requirement.
BALAJI WAFERS PVT LTD., given their advertisement in different

ways. They give their advertisements through calendars, diaries,
paperweight, wall paintings, magazines, newspapers, and stickers, light
board etc. to communicate with people. On the other side they are also
taking the advantage of Internet which have unlimited target audience for
their products.
COMPETITORS
The main competitors of the Balaji wafers Pvt. Ltd are…
Samrat Namkeens
Lays Wafers
Everest Wafers
Atop Wafers
Parag Wafers
30
PRODUCT PROFILE
ALOO SEV ::-
INGREDIENTS
Potato Powder, Edible Oil,
Gram Flour, Starch, Chill y
Powder, Mint Oil, Iodized
Salt, Spices And
Condiments.
POUCH PACKING
15 gms,40 gms,90 gms,
180 gms,
BANANA MASALA WAFERS ::-
INGREDIENTS
Choicest bananas, edible
oil, chill y powder,
iodized salt, spices &
condiments.
POUCH PACKING
80 gms..
31
BANANA MARI WAFERS ::-
INGREDIENTS
Choicest bananas, edible
oil, pepper powder.
POUCH PACKING
40 gms., 80 gms..
FARALI CHEVDO ::-
INGREDIENTS
Choicest potatoes, edible
oil, PEANUTS splits, sugar
powder, chil y powder,
idoized salt, spices and
condimets.
POUCH PACKING
40 gms., 90 gms., 200
gms..
32
CHANA DAL ::-
INGREDIENTS
Choicest gram splits,
edible oil, chill y
powder, iodized salt,
spices and condiments.
POUCH PACKING
100 gms., 200 gms..
MUNG DAL ::-
INGREDIENTS
Choicest kidney bean
splits, edible oil and
iodized salt.
POUCH PACKING
100 gms., 200 gms..
33
MASALA PEAS ::-
INGREDIENTS
Choicest peas, edible oil,
chill y powder, iodized
salt, spices and
condiments.
POUCH PACKING
100 gms., 200 gms..
SHING BHUJIA ::-
INGREDIENTS
peanuts, gram flour, edible
oil, black gram flour,
iodized salt, spices and
condiments.
POUCH PACKING
15 gms., 45 gms., 100
gms., 200 gms..
34
RATLAMI SEV ::-
INGREDIENTS
Gram flour, edible oil,
math beans flour, chill y
powder, iodized salt, spices
and condiments.
POUCH PACKING
15 gms., 45 gms., 100 gms.,
200 gms..
POTATO MASALA ::-
INGREDIENTS
choicest potatoes, edible
oil, chill y powder, iodized
salt, spices and condiments
POUCH PACKING
30 gms., 40 gms., 75 gms.,
180 gms..
35
TIKHA MITHA MIX ::-
INGREDIENTS
Gram flour, edible oil, rice
flakes, peas, green gram,
peanut splits, sugar powder,
curry leaves, sesame,
coriander, black paper, cumin
seeds, ajowan, iodized salt,
spices and condiments.
POUCH PACKING
15 gms., 40 gms., 90 gms.,
200 gms..
KHATTA MITHA MIX ::-
INGREDIENTS
Corn flkes, edible oil, r ice
flakes, peanut splits, sugar
powder, curry leaves,
Roasted gram split, amchur
powder, black salt, iodized
salt, spices and condiments.
POUCH PACKING
15 gms., 40 gms., 90 gms.,
200 gms..
36
MASALA SHING ::-
INGREDIENTS
choicest roasted peanuts,
chill y powder, spices and
iodized salt.
POUCH PACKING
40 gms.,100 gms..
GATHIYA ::-
INGREDIENTS
Gram flour, black
papper, edible oil,
ajowan and iodized
salt
POUCH PACKING
60 gms.,150 gms..
37
CHATAKA PATAKA ::-
INGREDIENTS
rice meal, edible oil, corn
meal, gram flour, spices and
condiments, iodized salt,
contains added flavour.
POUCH PACKING
40 gms.
POTATO SALTED WAFERS ::-
INGREDIENTS
choicest potatoes, edible oil
and iodized salt
POUCH PACKING
30 gms.,40 gms., 75 gms.,
180 gms..
38
TOMATO MASTI ::-
INGREDIENTS
choicest potatoes, edible oil,
chill y powder, iodized salt,
sugar, spices, condiments and
contains added flavour.
POUCH PACKING
30 gms..
39
40
INTRODUCTION
For every activit y done there is gone objective behind it. There
may be various objectives behind doing marketing research. The
objectives may be to get the answer of the questions like who buys such
products. How often do they buy it? Etc. After deciding the objective,
the next step is the research purpose i.e. the method that will be used for
the research purpose.
The different methods for conducting marketing research are as

follows:-
1. Opinion pool methods
2. Survey methods:
a. Personal survey (Questionnaire)
b. Mail survey
c. Telephone survey
3. Expert opinion method
In m y report I have used Personal Survey M ethod. The

questionnaire was prepared keeping in view certain objectives.
41
RESEARCH OBJECTIVE
“Marketing research is the systematic design, collection,

analysis and reporting of data and findings relevant to a specific
marketing situation facing the company”.
–Philip Kotler
This first step calls for the marketing research to find the problem
carefull y and agree on research objective “a problem well defined is hale
solved.”
Advertising plays important role to increase sale. But today no one

is going to sale or purchase good if they are not getting extra benefit.
Today is an era of getting extra. The research is the onl y way which is
helpful in finding out all the problems. The main objective of my
research work is to find out consumer satisfaction for Balaji Wafers
with respect to its product features.
42
DEVELOPMENT OF RESEARCH PLAN
The second stage of marketing research calls for developing the

most efficient plan for gathering the need information. Designing a
research plan calls for decisions on the followings.
1. DATA SOURCES: The researcher can gather primary data as well

as secondary data. Primary data are gathered for a specific purpose
and for a specific research project. The primary source of my
project work is the sample of consumers of the Rajkot district .
2. RESEARCH APPROACHES: Primary data can be collected in five

ways: observation, focus group, survey, behavioral data, and
experiments. Out of these five we have gone for surveys. Survey
researches are best suited of descriptive research to learn about
people’s knowl edge, beliefs, preference, and satisfaction and to
measure these magnitudes in the general population.
3. RESEARCH INSTRUMENTS: Marketing research has a choice of

two main researches instrumental in collecting primary data:
questionnaires and mechanical devi ces. For a better option I had
gone for questionnaires. A questionnaire consists of a set of
questions presented to respondents for their answers. Because of its
flexibilit y, the questionnaire is by far the most common instrument
used to collect primary data.
4. SAMPLING PLAN: After deciding on the research approach and

instruments, it is necessary to design a sampling plan. This plan
calls for three decisions:
43
(a) Sampling unit:
Who is to be surveyed? It should be defined in a research the target

population that will be sampled. Once the sampling unit is determined, a
sampling frame must be developed so that everyone in the target
population has an equal chance of being sampled. To fulfill this purpose,
I had taken consumers as a sample
(b) Sample size:
How many people should be surveyed? Large samples give more

reliable results than small samples. However, it is not necessary to
sample the entire target population or even a sub stantial portion to
achieve reliable results. Samples of less than 1% of the population can
often provide good reliabilit y, given a credible sampling procedure. So, I
had decided to take the sample size as 100 from consumers of Rajkot
district.
(c)Sampling procedure:
How should the respondents to be chosen? To obtain a

representative sample I, had selected consumers of Rajkot district who
prefers Balaji Wafers.
44
CONTACT METHODS
Once the sampling plan has been determined, it must be decided

how the subject should be contacted: mail, telephone, personal, or on -line
interviews. So, for my research I had selected personal interview
(Questionnaire). As personal interviewing is the m ost versatile method,
the interviewer can ask more questions and record additional observations
about the respondent. Personal interviewing is the most expensive method
and requires more administrative planning and supervision than three,
which is the big loop hole of it.
45
46
Q.1 Age Group :
AGE GROUP
80% 72%
70%
60%
50%
40%
30% 28%
20%
10% 0%
0%
0%
18 TO 25
26 TO 30
31 TO 35
ABOVE 35
FINDINGS
The above chart shows the age group of respondents, from the
sample size of 100, there are
72% respondents who are between 18 to 25 years ,
28% respondents are above 35 years
ANALYSIS
In m y research the above chart shows that majorit y consumers are in the
age group of between 18 to 25 years .
47
Q.2 GENDER :
GENDER
MALE 32%
FEMALE 68%
FINDINGS
32% male respondents
68% female respondents
ANALYSIS
In m y research the above charts shows that majorit y female consume
BALAJI WAFERS.
48
Q.3 OCCUPATION:
OCCUPATION
56%
60%
40%
16% 28%
20%
0%
0%
BUSINESS
STUDENT
EXECUTIVE
OTHER
FINDINGS
16% Businessman,
56% student,
0% executive
28% other
ANALYSIS
In m y research the above chart shows that majorit y consumers are school
and college student who consume BALAJI wafers.
49
Q:4 DO YOU PREFER READYMADE SNACKS?
5%
YES
NO
95%
FINDINGS
95% respondents prefer readymade snacks
5% respondents don’t prefer snacks
ANALYSIS
In m y research the above chart shows that majorit y co nsumers prefer
readymade snacks, because the taste of readymade snacks is better than
homemade snacks.
50
Q:5 HOW DO YOU CAME TO KNOW ABOUT BALAJI
WAFERS?
5%
24% 27%
FRIENDS
ADVERTISEMENT
RELATIVES
OTTHERS
44%
FINDINGS
27% respondents came to know from friends.
44% respondents came to know from advertisement.
24% respondents came to know from relatives.
5% respondents came to know from others.
ANALYSIS
In m y research the above chart shows that majorit y cons umers came to
know from advertisement , because of the attractive advertisement of
Balaji like banners, vehicle advt, etc.
51
Q: 5 HOW OFTEN DO YOU PREFER BALAJI WAFERS?
24%
24%
DAILY
ONCE IN A WEEK
MONTHLY
RARELY
24%
28%
FINDINGS
24% respondents purchases dail y.
28% respondents purchases once in a week.
24% respondents purchases monthl y.
24% respondents purchases rarel y.
ANALYSIS
In m y research the above chart shows that majorit y consumers purchases
once in a week.
52
Q: 6.1 HOW FAMILIAR ARE YOU WITH THE BALAJI
WAFERS?
POTATO MASALA WAFERS
70%
80%
60%
40% 0% 10%
20%
20%
0%
NEVER HEARD OF
IT I AM AWARE BUT
NEVER USED USED IT
SOMETIMES USED IT AN A
REGULAR BASIS
FINDINGS
0% respondents, who had never heard about product.
10% respondents, who are aware but never used.
70% respondents who used for onl y sometimes.
20% respondents who used for regular basis .
ANALYSIS
In m y research the above chart shows that majorit y consumers are
purchasing potato masala wafers for only sometimes , as it is a readymade
snacks it cannot be used on a regular basis because it is not good for
health.
53
Q:6.2 HOW FAMILIAR ARE YOU WITH THE BALAJI
WAFERS?
POTATO SALTED WAFERS
0.8 64%
0.6
0.4 8%
0% 28%
0.2
0
NEVER HEARD OF
IT I AM AWARE BUT
NEVER USED IT USED IT
SOMETIMES USED IT ON A
REGULAR BASIS
FINDINGS
28% respondents who used for regular basis.
ANALYSIS
purchasing potat o salted wafers for onl y sometimes, as it is a readymade
health.
54
WAFERS?
BANANA MARI WAFERS

44% 48%
0.5
0.4
0.3
0%
0.2 8%
0.1
0
NEVER HEARD OF
IT I AM AWARE BUT
NEVER USED USED IT
REGULAR BASIS
FINDINGS
ANALYSIS
purchasing banana mari wafers for onl y sometimes because in banana mari
wafers there is more mari available.
55
WAFERS?
BANANA MASALA WAFERS
48%
40%
50%
40%
30%
4%
20%
8%
10%
0%
NEVER HEARD OF
IT I AM AWARE BUT
REGULAR BASIS
FINDINGS
ANALYSIS
purchasing banana masala wafers for onl y someti mes, as it is a readymade
health.
56
WAFERS?
TOMATO MASTI WAFERS
56%
60%
40% 20%
4% 20%
20%
0%
NEVER HEARD OF
IT I AM AWARE BUT
NEVER USED USED IT
REGULAR BASIS
FINDINGS
ANALYSIS
purchasing tomato masti wafers for onl y sometimes , as it is a readymade
health.
57
Q:6.5 HOW FAMILIAR ARE YOU WITH THE BAL AJI
WAFERS?
CHAT - CHASKA
50% 44%
40% 32%
30% 8%
20% 16%
10%
0%
NEVER HEARD OF
IT I AM AWARE BUT
NEVER USED USED IT
REGULAR BASIS
FINDINGS
32% respondents who used for onl y sometim es.
ANALYSIS
purchasing chat-chaska who are aware but never used it, because the taste
is not good as the other wafers like masala and potato wafers.
58
WAFERS?
MUNG DAL
52%
60%
44%
40%
0%
20%
4%
0%
NEVER HEARD OF
IT I AM AWARE BUT
REGULAR BASIS
FINDINGS
ANALYSIS
purchasing mung dal who are aware but never used it, because the taste is
not good as the other wafers like masala and potato wafers.
59
Q:7.1 WHICH PRODUCT HAVE YOU USED? ARE YOU
SATISFIED WITH THE CONSUMPTION?

96%
100%
80%
60%
40%
0%
20% 4%
0%
USED AND SATISFIED

USED AND NOT
SATISFIED NOT USED
FINDINGS
96% respondents, had used and satisfied.
0% respondents, had used and not satisfied.
4% respondents had not used .
ANALYSIS
In m y research the above chart shows that majorit y consumers had used
and satisfied with the potato salted wafer, because of the good taste the
consumers are making used of that and they are satisfied with that.
60

100%
100%
80%
60%
40%
0%
20%
0%
0%
USED AND SATISFIED

USED AND NOT
SATISFIED NOT USED
FINDINGS
100% respondents, had used and satisfied .
ANALYSIS
and satisfied with the potato masala wafers, because of the good taste the
61

64%
70%
60%
50%
40% 32%
30%
20% 4%
10%
0%
USED AND SATISFIED

USED AND NOT
SATISFIED NOT USED
FINDINGS
ANALYSIS
and satisfied with the banana masala wafers, because of the good taste the
62
Q:7.4 WHICH PRODUCT HAVE YOU USED? ARE Y OU
BANANA MARI WAFERS

36%
40% 36%
28%
30%
20%
10%
0%
USED AND SATISFIED

USED AND NOT
SATISFIED NOT USED
FINDINGS
36% respondents, had used and not satisfied .
ANALYSIS
and not satisfied with the banana mari wafers. The consumers are not
satisfied with the mari wafers because the quantit y of it is more than the
required.
63
DHOOM MASALA WAFERS
100% 88%
80%
60%
40% 12%
20% 0%
0%
USED AND SATISFIED

USED AND NOT
SATISFIED NOT USED
FINDINGS
ANALYSIS
In m y research the above chart shows that majorit y consumers had not
used dhoom masala wafers, because it is not popular as other products
like the other wafers and the advertisement is also less.
64
TOMATO MASTI
60% 52%
50% 32%
40%
30% 16%
20%
10%
0%
USED AND SATISFIED

USED AND NOT
SATISFIED NOT USED
FINDINGS
ANALYSIS
used tomato masti wafers, because it is not popular as other products like
the other wafers and the advertisement is also less.
65
CHAT CHASKA
60% 52%
50% 36%
40%
30% 12%
20%
10%
0%
USED AND SATISFIED

USED AND NOT
SATISFIED NOT USED
FINDINGS
ANALYSIS
used chat chaska, because it is not popular as other products like the other
wafers and the advertisement is also less so consumers are not aware
about that.
66
ALOO SEV
56%
60%
44%
40%
20%
0%
0%
USED AND SATISFIED

USED AND NOT
SATISFIED NOT USED
FINDINGS
ANALYSIS
and satisfied with aloo sev , because of the good taste the consumers are
making used of that and they are satisfied with that.
67
FARALI CHAVDO
96%
100%
80%
60%
40%
0%
20%
4%
0%
USED AND SATISFIED

USED AND NOT
SATISFIED NOT USED
FINDINGS
ANALYSIS
and satisfied with farali che vdo, because of the good taste the consumers
are making used of that and they are satisfied with that.
68
CHANA DAL
60% 56%
44%
50%
40%
30%
20% 0%
10%
0%
USED AND SATISFIED

USED AND NOT
SATISFIED NOT USED
FINDINGS
ANALYSIS
used chana dal
69
MUNG DAL
52%
60%
50% 48%
40%
30%
20% 0%
10%
0%
USED AND SATISFIED

USED AND NOT
SATISFIED NOT USED
FINDINGS
ANALYSIS
and satisfied with mung dal , because it is not popular as other products
like the other wafers and the advertisement is also less so consumers are
not aware about that.
70
MASALA PEAS
80% 76%
60%
20%
40%
4%
20%
0%
UESD AND SATISFIED

USED AND NOT
SATISFIED NOT USED
FINDINGS
ANALYSIS
used masala peas, because it is not popular as other products like the
other wafers and the advertisement is also less so consumers are not aware
about that.
71
SHING BHUJIYA
92%
100%
80%
60%
40% 8%
0%
20%
0%
USED AND SATISFIED

USED AND NOT
SATISFIED NOT USED
FINDINGS
ANALYSIS
used shing bhujia , because it is not popular as other products like the
about that.
72
RATLAMI SEV
80% 76%
60%
20%
40%
4%
20%
0%
USED AND SATISFIED

USED AND NOT
SATISFIED NOT USED
FINDINGS
ANALYSIS
used ratlami sev , because it is not popular as other products like the other
about that.
73
TIKHA MITHA MIX

92%
100%
80%
60%
40% 8%
0%
20%
0%
USED AND SATISFIED

USED AND NOT
SATISFIED NOT USED
FINDINGS
ANALYSIS
used tikha mitha mix , because it is not popular as other products like the
about that.
74
KHATTA MITHA MIX
96%
100%
80%
60%
40% 4%
0%
20%
0%
USED AND SATISFIED

USED AND NOT
SATISFIED NOT USED
FINDINGS
ANALYSIS
used khatta mitha mix , because it is not popular as other products like the
about that.
75
MASALA SHING
92%
100%
80%
60%
40%
20% 0%
8%
0%
USED AND SATISFIED

USED AND NOT
SATISFIED NOT USED
FINDINGS
ANALYSIS
and satisfied with masala shing , because of the good taste the consumers
are making used of that and they are satisfied with that.
76
CHATAKA -PATAKA TOMATO
80% 72%
60%
40% 20%
8%
20%
0%
USED AND SATISFIED

USED AND NOT
SATISFIED NOT USED
FINDINGS
ANALYSIS
used chataka pataka tomato , because it is not popular as other products
77
CHATAKA PATAKA MASALA

60%
70%
60% 40%
50%
40%
30%
20% 0%
10%
0%
USED AND SATISFIED

USED AND NOT
SATISFIED NOT USED
FINDINGS
ANALYSIS
used chataka pataka masala , because it is not popular as other products
78
GATHIYA
100% 84%
80%
60%
16%
40%
0%
20%
0%
USED AND SATISFIED

USED AND NOT
SATISFIED NOT USED
FINDINGS
ANALYSIS
used gathi ya, because it is not popular as other products like the other
about that.
79
Q 8.1 OVERALL HOW DO YOU RATE QUALITY & PRICE
OF THESE PRODUCT?

92%
100%
80%
60%
40%
8%
20%
0%
0%
EXCELLENT
AVERAGE
POOR
FINDINGS
92% respondents, say that overall qualit y and price is excellent .
8% respondents, say that overall qualit y and price is average .
0% respondents say that overall qualit y and price is good .
ANALYSIS
In m y research the above chart shows that majorit y consumers rates
qualit y and price of potato salted wafers is excellent, because of the taste
and preference and they are satisfying their customer.
80
OF THESE PRODUCT?

100%
100%
80%
60%
40%
0%
20%
0%
0%
EXCELLENT
AVERAGE
POOR
FINDINGS
100% respondents, say that overall quality and price is excellent .
ANALYSIS
qualit y and price of potato masa la wafers is excellent, because of the taste
and preference and they are satisfying their customer.
81
OF THESE PRODUCT?

80%
80%
60%
40%
20%
20%
0%
0%
EXCELLENT
AVERAGE
POOR
FINDINGS
80% respondents, say that overall quali t y and price is average .
ANALYSIS
qualit y and price of banana masala wafers is averag e, because balaji is
more popular in potato wafers so the consumer are somewhat not satisfied
with the banana wafers.
82
OF THESE PRODUCT?
BANANA MARI WAFERS
100% 84%
80%
60%
40% 8%
20% 8%
0%
EXCELLENT
AVERAGE
POOR
FINDINGS
ANALYSIS
qualit y and price of banana mari wafers is average, because balaji is more
popular in potato wafers so the consumer are somewhat not satisfied with
the banana wafers.
83
OF THESE PRODUCT?
TOMATO MASTI
76%
80%
60%
24%
40%
20%
0%
0%
EXCELLENT
AVERAGE
POOR
FINDINGS
0% respondents say that overall qu alit y and price is good .
ANALYSIS
qualit y and tomato masti wafers is average, because balaji is more popular
in potato wafers so the consumer are somewhat not satisfied.
84
Q.9 WOULD YOU RECOMMAND ITS PRODUCT TO
OTHERS?
88%
100%
80%
60%
40%
12%
20% 0%
0%
0%
DEFINITELY
PROBABLY
NEVER
DEFINITELY NOT
FINDINGS
88% respondents, are definitel y recommend other .
12% respondents, are probabl y recommend others .
0% respondents are never recommend others .
0% respondents are never recommend others .
ANALYSIS
In m y research the above chart shows that majorit y consumers will
definitel y recommend Balaji Wafers to others because of the good qualit y,
quantit y and the reasonable price.
85
CONCLUSION
This report is prepared from the available data which Balaji Wafers
Pvt. Ltd. has provided to me. It is found to be all of the leading industr y
producing wafers & namkeens . This unit is well organized & well
managed. Its products are popular in whole Gujarat. They are having
good reputation in the market.
It can be concluded that Balaji Wafers Pvt Ltd . Is large scale unit,
& also a successful organization having bright future. This unit is a
profit making one & production is incre asing graduall y. In this company
the internal relation between the workers and management are very well.
All the workers and management group behave with each other as famil y
members. It is the plus point of the company.
The management of the company is well planned and very effective.

Moreover, this company has played a great role to the economy by
their variety of product’s best quality & reasonable prices.
86
SUGGESTION
For such giant organization I don’t have any suggestion to give but there
are some eye catching loops.
 Company has opportunities to expand the business in its field &

other field also.
 Through advertising company should go for national &
international market.
 They should advertise their products by modern means of media.
 They should use promotional tools to increase their sales.
87
LIMITATION OF THE STUDY
Each and every study has several limitations so in m y study has also
some limitation.
1. I did sampling by the Probability Area Sampling so some of the

remote area of the Rajkot is not covered
2. The findings are based on the research in Rajkot City onl y and
thus the conclusions may not be true for other cities.
3. Times and costs were always a constraint.
4. The study can not give the accurate results because the sample
size is very small.
88
BIBLIOGRAPHY
Training in industrial unit and then getting the information

regarding various aspects is trul y a practical aspect but in order to give a
clear meanin g for the preparation for best and complete report, theoretical
concepts, at list clear in our minds. To complete knowledge regarding
various theoretical concepts, I referred the following books of well know
authors and following websites.
BOOKS:
MARKETING MANAGEMENT - PHILIP KOTLER

MARKETING MANAGEMENT - S.A. SHERLEKAR
MARKETING RESEARCH – DAVID &RONALD
WWW:
contact@balajiwafers.com
www.consumerpsychologist.com
89
Questionnaire
CUSTOMER SATISFACTION OF BALAJI
WAFERS
1. Name:
2. Address:
3. Age:
[ ] 18 to 25 [ ] 26 to 30
[ ] 31 to 35 [ ] Above 35
4. Sex:
[ ] Male [ ] Female
5. Occupation:
[ ] Business [ ] Student
[ ] Executive [ ] Other
6. Do you prefer readymade snacks?

[ ] Yes [ ] No
7. How do you come to know about “Balaji Wafers”?

[ ] Friends [ ] Advertisement
[ ] Relatives [ ] Others
8. How often do you prefer “Balaji Wafers”?

[ ] Daily [ ] Once in a Week
[ ] Monthly [ ] Rarely
90
9. How familiar are you with the “Balaji Wafers”?
PRODUCTS NEVER I AM USED IT USED IT ON A

HEARD OF AWARE BUT ONLY REGULAR
IT NEVER USED SOMETIMES BASIS
Potato Masala
Potato Salted
Banana Masala
Banana Mari
Tomato Masti
Chat – Chaska
Mung Dal
10. Do you know “Balaji Wafers” are available in various quantitative size,
with different prices?
PRODUCT WEIGHT(gram) PRICE YES NO

Potato Masala Wafers 20 5
60 10
160 20
Potato Salted Wafers 20 5
60 10
160 20
Banana Mari Wafers 60 10
Banana Masala Wafers 25 5
60 10
Tomato Masti Wafers 20 5
60 10
160 20
11. Which product have you used? Are you satisfied with the
consumption?
PRODUCT USED & SATISFIED USED & NOT NOT
SATISFIED USED
Potato Salted Wafers
Potato Masala Wafers
Banana Masala Wafers
91
Dhoom Masala wafers
Banana Mari Wafers
Tomato Masti
Chat – Chaska
Aloo Sev
Farali Chevdo
Chana Dal
Mung Dal
Masala Peas
Shing Bhujia
Ratlami Sev
Tikha Mitha Mix
Khatta Mitha Mix
Masala Shing
Chataka – Pataka Tomato
Chataka – Pataka Masala
Gathiya
12. Overall how do you rate quality & price of these product?
PRODUCTS EXCELLENT AVERAGE POOR

Potato Salted Wafers
Potato Masala Wafers
Banana Masala wafers
Banana Mari Wafers
Tomato Masti
13. Would you recommend its products to other?

[ ] Definitely [ ] Probably
[ ] Never [ ] Definitely Not
14. Which product should Balaji introduced in future :

__________________
15. Any suggestion :
92

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MARKETING RESEARCH

I, the undersigned Divya Vaza A student of JKM College Rajkot.

It is the first time submitted by me for our study of Industrial practical

Place : Rajkot Signature__________________

Education is the process of sharpening ones mind. Education

I am the student of T. Y. B. B. A. , a professional degree

Hear the report includes the detailed in information abou t the

I am reall y proud to be a student of JKM College Junagadh .

It is reall y a matter of great pleasure for me to prepare project

I am heartil y thankful to the saurashtra universit y, which has given

It is m y pleasant dut y to express m y profosund gratitude and

I express m y report sense of gratitude towards our college

Lastl y, I express my gratitude towards all those who have

SR.NO. PARTICULARS PAGE NO.

In the modern competitive era, BALAJI WAFERS Pvt. LTD has

For preparation of Market Research Report, it should be necessary

The “BALAJ I WAFERS PVT. LTD is located at vajdi Kalawad

Most of the have a modest beginning. The infancy of this company

When Chandubhai & Bhikhubhai was working an contact basis for

This development had lead Balaji wafers producers to “Balaji

Balaji and Virani -- the combination sounds familiar. The Virani

Their very own version of the Virani famil y drama, starting in

Born to a farming famil y in the nondescript Dhundhoraji village in

Noticing earl y on that potato wafers constituted 80% of the

It market estimates are to be believed, Viranies have build Rs. 150

 The biggest strength of BALAJI WAFERS Pvt Ltd is company’s

Onl y when you recognize them. You can correct them

 Balaji Wafer Sales its products just in selected states of India.

They are plent y event in adversit y evaluate.

They are like tickling bombs defuse them by taking

Name of the unit : Balaji Wafers Pvt. Ltd.

Slogan : “ANY TIME CRUNCHY,

Marketing consultancy : Kataria Marketing Consultancy

Organization structure is the vital tool for providing information

The Board of Directors are:

Mr. Bhikhubhai Virani

Personnel Marketing Financial Production

Assistant Distributors Chief Quality

Time Dealers clerk supervisor

The company’s food production like potato wafers, banana wafers.

According to the survey conducted by “Times of India”, Balaji

“Business Standard” paper dated 10 t h September 2003 addressed

There are three t ypes of industrial an the basis of investment

1). Small scale Industries.

A firm where its investments in fixed assets are in between 60 lakhs

Balaji wafers Pvt Ltd is a private limited company from 1990.

The mission of Balaji Wafers Pvt. Ltd. is to do business in the

“Balaji Wafers Pvt. Ltd.” desists to achieve the goals like.

 To increase productivity & market share of the company.

In all the company wants to earn reputation of excellent taste high

The present turnover of the company is about 23 to 24 creases

It is the policy of the company to concept nothing than perfect

1. Quality of product :- The Qualit y of wafers & numkeens cannot e

3. Availability of product :- any product with good qualit y &

4. Packing & Advertisement :- The company is determined to offer its

From Workers Point of view :- Balaji wafers provide both

From customers point of view :- Balaji wafers provide standard

From society’s point of View :- This unit is running at its full

More over Balaji’s wafers Pvt. Ltd. Is covering 6% of total Indian

Modern market is a complex and competitive market. In this

‘Marketing is a social and managerial process by which individuals

Traditionall y, a “Market” was the place where buyers and sellers

Marketing is an essential factor, which is related with buying, and