A STUDY ON CONSUMER BUYING MOTIVES TOWARDS PARISONS EDIBLE OIL

PRODUCT IN CALICUT CITY

PROJECT REPORT

Submitted by

ARUN SHAJI

Reg. no: PZARBBAR34

Under the guidance of

MR. SWARUN SEBASTIAN

Department of commerce, Pazhassiraja College

Submitted in partial fulfillment of the requirement for the award of degree of

BACHELOR OF BUSINESS ADMINISTRATION

UNIVERSITY OF CALICUT

2017-2020

DEPARTMENT OF COMMERCE

PAZHASSIRAJA COLLEGE

(affiliated to university of calicut)

PULPALLY,WAYANAD
1
 DECLARATION

I arun shaji,here by declare that this project work entitled “ A STUDY ON CONSUMER
BUYING MOTIVES TOWARDS PARISONS PRODUCT IN CALICUT CITY” with special
reference to the “PARISONS CALICUT” is a record of work carried out by me under the
guidence of Mr. SWARUN SABASTIAN, in partial fullfillment of the reqire ment for the award
of the degree of bachelor of commerce of calicut university. It is not formed the part of any
degree of diploma either in this or any other university

DATE

PLACE ARUN SHAJI

2
 ACKNOWLEDGEMENT

The successful compilation of the project has been the result of the extended to the me by a
number of people. Hence I would like to place a record of any aknowledgement

I would like to express my heartfelt thanks to pricipal Dr, Anil Kumar k and staff of pazhassiraja
college permitting me to take the summer internship. I am really grateful to Mr.Swarun Sebastian

My faculty guide,for his valueable suggestion and encourgement to complete my project work
successfullu

I express my sincear thanks to Mr.Renjith Muthuswamy (Marketing Manager of PARISONS

group) and Habeeb Rahman(Human Resource Manager) for granding the permission to
undertake the project work and providing me valueable information

I extend my heartly thanks to my parents, friends and well wishers for their constant
encouragement and support

I own sincear gratitude and success to god almighty who accompanied me thouhtout this study

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SI.NO PARTICULARS PAGE.NO
CHAPTER 1
1  INTRODUCTION AND DESIGN OF STUDY

 STATEMENT OF THE PROBLEM

 OBJECTIVES OF THE STUDY

 SCOPE OF THE STUDY

 RESEARCH METHODOLOGY

 LIMITATION OF THE STUDY

CHAPTER 2
2  REVIEW OF LITRATURE

CHAPTER 3
3  INDUSTRY PROFILE

 COMPANY PROFILE
4 CHAPTER 4

 DATA ANALYSIS AND INTERPRETATION

5 CHAPTER 5
 FINDINGS

 SUGGESTIONS CONCLUSION

4
6  BIBLIOGRAPHY

 APENDIX

5
 LIST OF TABLES AND CHARTS

SI.N NAME OF THE TABLE PAGE

O NO
1 AGE GROUP OF PEOPLE
2 INCOME LEVEL OF THE COSTUMER
3 DIFFERENT MODES WHICH GIVE AWARWNESS
4 LEVEL OF SATISFACTION
5 PRICE OF THE PRODUCT
6 QUALITY OF THE PRODUCT
7 PACKAGING OF THE PRODUCT
8 OPINION REGARDING THE HEALTHNESS
9 OTHER PARIOSON PRODUCT YOU BUYING
10 OTHER BRAND OF OIL PRODUCT YOU BUY FROM MARKET
11 BETTER SALE OF OTHER BRAND
12 REASONS FOR SELECTING PARISONS PRODUCT
13 SUGGEST THE PARISONS PRODUCT TO OTHERS
14 CONSISTENCY OF THE PRODUCT
15 THROUGH WHICH MEDIA YOU SAW THE ADVERTISMENT
16 ADVERTISMENT EFFECTIVENESS OF OIL PRODUCT
17 BRAND IMAGE OF THE OIL PRODUCT
18 BUYING THE PARISON PRODUCT
19 CHECK THE PRICE OF PRODUCT FROM ALTERNATIVE SOURCE
20 RANKING THE ORDER OF PREFERENCES

6
 LIST OF THE GRAPHS AND DIAGRAMS

1 BAR DIAGRAM SHOWS THE AGE GROUP OF PEOPLE

2 PIE DIAGRAM SHOWING THE INCOME LEVEL OF THE
COSTUMERS
3 PIE DIAGRAM SHOWING DIFFERENT MODES WHICH GIVES
AWARENESS OF THE PRODUCT
4 BAR DIAGRAM SHOWING THE LEVEL OF SATISFACTION
5 BAR DIAGRAM SHOWING THE PRICE OF THE PRODUCT
6 BAR DIAGRAM SHOWING THE QUALITY OF THE PRODUCT
7 PIE DIAGRAM SHOWING THE PACKAGING OF THE PRODUCT
8
9
10
11
12
13
14
15
16
17
18
19
20

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 CHAPTER-1

INTRODUCTION AND DESIGN OF STUDY

8
 1.1 INTRODUCTION OF THE STUDY

The task of marketing is to identify consumer’s needs and wants accurately, then to develop
products and services that will satisfy them .For marketing to be successful ,it is not sufficient
to merely discover what costumer require, but to find out why it is required. Only by gaining a
deep and comprehensive understanding of buyer behavior can marketing’s goals be realized.
Such an understanding of buyer behavior work to the mutual advantage of the consumer and
marketer, allowing the marketer to become a better equipped a loyal group of costumers with
positive attitudes towards the PARISONS Company’s of oil product. The study makes an
attempt to identify the buying motives of the oil product with special reference to PARISONS
oil product. The primary objective of the study was to find out the various drives that motivate
costumers to buy PARISONS edible products.

It is hoped that the study will identify help to accomplish the need for knowing more about
the costumer there by it helps the company to develop marketing strategies and achieve the
major objective from that. The study of market of the organization is to be studied. The study
helps to analyze the present market condition of PARISONS group of companies, and also the
study depend upon the data collection from the market to find out the buying motives of
PARISONS product of edible oil.

1.2STATEMENT OF THE PROBLEM

The buying motive is the reason why the costumer purchases the goods. So, motive refers to
though, urge, feeling, emotions, drives which make the buyer to react in the form of decision.
Motivations explain the behavior of why they are going to buy the goods. The motives or
induces that costumers that may be affected due to several reasons such as pride, fashion,
usefulness, convenience and economy. After analyzing and evaluating it, the producers as
well as suppliers can effort to develop the product and advertisement creativity. And my
report is entitled as BUYING MOTIVES OF CUSTUMERS TOWARDS PARISONS
PRODUCT IN CALICUT CITY. This study helps to know buying motives of PARISONS
edible oil product.

9
1.3 OBJECTIVES OF THE
STUDY

Primary Objectives

 To find out the buying motives of PARISONS edible oil product

Secondary Objectives

 To know more about PARISONS edible oil product.

 To determine the demand of costumer against PARISONS edible oil product
 To find out the advertisement effect of oil product.
 To find out the costumer satisfactory level towards the PARISONS edible oil
product.
 To analyzing the current status of the PARISONS edible oil product.
1.4 SCOPE OF THE STUDY

 The research study conducted helps to find out the various things that
motives for buying the PARISONS edible oil product in a particular area
that from kakkodi to Eranhipalam supermarket and retails shop etc.
 The study also helps to find out the present market status of PARISONS
edible oil product and also find out the market leading oil product brand in
that area.
 The research study helps the company to take necessary steps to increase
the buying motives of costumer in market and potentiality of their oil
product in that area

1.5 RESEARCH METHODOLOGY

Research refers to search for knowledge; it can be also defined as scientific search for pertinent
information on a specific topic. In fact, a research is an art of scientific investigation. Research
methodology is the material necessary for the study have collected on the basis of primary and
secondary data.

10
1.5.1 RESEARCH DESIGN
The research design was descriptive in nature. It is plan, structure and strategy of investigation
conceived so as obtain answer to research question and to control variance. Or it is an
arrangement of conditions for collection and analyzing of data in manner that aims to combine
relevance to the research purpose with economy in procedure. In fact, research design is a
conceptual structure within with research is conducted; It constitutes the blue print for the
collection, measurement and analyzing of data. Pre planned design for analyzing and structured
questionnaire was used for finding the primary data.

The research design adopted was descriptive research design which include survey is a way of
obtaining self-reported information about the attitudes ,beliefs, behavior and other
characteristics of population. Surveys do not solve problems they identify potential sources of
problem and can act as a catalyst for organization change. As a result, surveys are a tool that
should be used judiciously.

1.5.2 DISCRIPTIVE RESEARCH DESIGN

Descriptive research includes survey and fact finding enquires of different kinds. The major
purpose of this study is description of affairs on its exists at present

1.5.3 SAMPLE DESIGN

The sample design is a definite plane for obtaining a sample from a given population.
Convenience sampling method is used in selection samples. The target employees chosen for
the study was different categories of workers in an organization. The sample size of the study is
30
1.5.4 SAMPLE SIZE
Number of sampling units selected from the population is called size of the sample.
Sample of 30 individual were obtained from the population.

1.5.5 PERIOD OF THE STUDY

The period of the study is 21 days

11
1.5.6 METHODS OF DATA COLLECTION
The term data collection refers to the process of preparing and collecting data. The entire data
for the study were collected through primary and secondary data.

1) PRIMARY DATA
Primary data is the information collected by the researcher directly through instruments such as
interview, questionnaire and schedule.
Primary data collected for this study is through following methods
 Questionnaire
 Interview
2) SECONDARY DATA
The secondary data consist of information that already exists somewhere, having been collected
for specific purpose in the study.
The secondary data is collected through library reference, official, report, journals, and
magazines
1.5.7 STATISTICAL TOOL
The researcher use statistical tools for analysis to derive the tables and draw charts to prepare
the employee survey report statistical tool is adopted in this study is “simple percentage
method”
1.6 LIMITATIONS OF THE STUDY
 The employees were unwilling to gave correct information
 As the study was done within a limited time, investigator couldnot select a suffiently
large sample for the study.

12
 CHAPTER-2

REVIEW OF LITRATURE

13
Padmathy. (2016) in his study “consumers buying behavior towards organic food
Products”. Through the statistical tools like Regression analysis, ANOVA, it has been
Proved that relationship exist between income of the respondents and consumer behavior
And significant relationship doesn’t exist between gender and buying behavior, marital
Status and buying behavior. With all the results the author concluded that Consumers‘
Buying behavior acts as a predictor and has a direct influence on the decision process
When purchasing of organic food products.

Atteeq Rahman, Marin Aafzal, Nasir Mahmood, Danish Habib (2015), analyzed that
environmental and appearance consciousness brings lot of variations in the attitude of consumers
than health consciousness. The authors also found that the attitude acts as the important predictor
in purchase intention of a consumer followed by subjective Normand the last one with less
important predictor is perceived behavioral control. The result also shows that the past
experience of the consumer has not have any significant impaction purchase intention towards
organic products.

Dr. Parameshwarn and S. Ramakrishnan (2015), analyzed the relationship between customer
satisfaction and the profit of organic food shop by using the regression analysis as the statistical
tools and proved that there is a relationship between customer satisfaction and profit of the
organic food shop. This study also shows that customers ‘satisfaction is not only enough to have
customer loyalty.

Sathyendra Kumar AD and Dr. H. M. Chandrashekar (2015), conducted an innovative study

about the consumer behavior towards organic food product in Mysore city and found that the
demand for the organic food product is gradually increase but the supply is not enough to meet
the demand in the study area. The authors identified the reasons for less supply of organic food
products are organic producers and number of shops is inadequate, lack of awareness etc,

Ihsan Effendi, PahamGinting, ArlinNurbaity&KhariaAmaliaFachruddin (2015)In an

innovative study analyzed the consumer behavior of organic food, the authors found that attitude
of consumers is well affected by their product knowledge, product attributes and existing culture.
In turn it is proved, attitude is responsible for purchase intention along with price, buying
behavior, product availability and subjective norms.

14
RushdiAhmwed, Khadiza Rahman (2015),identified through primary research that the regular
buyer of organic food products have more knowledge about the organic food products than non-
regular buyers of organic food products. The study also states that the Organic Food labeling are
used by many producers who doesn’t follow the rules strictly and the consumers also doubt
about the certification body and the rules laid by them. The consumers of Bangladesh are not
satisfied with the range of products available in the stores.

Pinki Rani (2014)in her descriptive study analyzed the factors influencing Consumer Behavior
and the types of Consumer buying behavior.

Kumar NA and Joseph J (2014)An analysis has been made by the authors regarding the
consumer behavior towards FMCG products among the Sub-urban and rural consumers through
the demographic profile, mass media, priority of spending by family and sales promotion. In this
study it is been proved that the consumers are influenced by the quality, brand name and benefits
derived from the personal care products purchased by them.

S. Thanigachalam, Dr. K. Vijayarani (2014) analyzed in their study that the consumer
behavior towards select fast moving consumer goods are highly correlated with product, price,
place, brand knowledge, awareness, pre-purchase and post-purchase behavior. The consumers
have opined that product quality is one of the most important factor which influence the purchase
of FMCG product.

Alexia Hoppe, Luciana Marques Vieira, Marcia Dutra de Barcellos (2013)conducted their
research among the consumers of supermarket and farmers market at PortAlegre and found that
the respondents believes the organic products are more healthier and environmental friendly
although the price of the organic product are costlier than conventional food product. The
attitude of the consumers towards purchasing of organic food products is primarily based on
beliefs of the respondents.

Paul and JyotiRana (2012)The research paper shows that the quantity level of organic food
purchased are more by the highly educated consumers and the consumers expressed that the
reason for buying the organic food product was the health content. The main reason opined by
the consumers for not buying the organic food product was that then on-availability of the
product in the nearby stores followed by price.

15
Dr. S. Mahalingam, P. Nandha Kumar (2012) The authors have done the research analysis on
few FMCG product like toothpaste, toilet soap and shampoo and identified that consumers give
importance to the brand name while taking buying decision followed by quality, price,
availability etc., The study was concluded saying that the consumer also expects the quality to be
good at reasonable price.

Annunziata Azzurra, Pascale Paola’s (2009),research study revealed that Italian consumers are
well aware of organic and functional food products but still they give preference for the taste and
that acts as the primary factor in consumers’ food choice. At the same time the consumers shows
strong interest towards nutritional values present inorganic products. The study also reveals that
the information available for consumers about the Organic is not sufficient.

Tsakiridou et al (2008) analyzed the Greek consumer attitude and behavior through are search
study and identified that consumers are well informed about environmental and health issue.
They expect more information about the nutritional value of food and food products without
chemical substances. Consumers recognized fruits and vegetables as the main organic food.
Highly educated and high income group of consumers are least bother about the appearances of
the organic food products. Among all attributes, quality of organic food product was considered
as vital one.

Magnusson et al (2001), in his study with respect to Swedish consumers, found that maximum
number of consumers has positive attitude towards organic food products but the purchase level
remains at low. Consumers opined that the main reason for buying organic was the taste rather
than health conscious. Consumers are satisfied with the availability, taste, quality of the product.
At the end consumers has said that premium price is the only barrier for purchasing organic food
products.

16
 CHAPTER-3

THEROTICAL FRAMEWORK

17
3.1 INDUSTRY PROFILE

The food processing industry sector in India is one of the largest in terms of production,
consumption, export, and growth prospectus. The government has accorded it a high priority, with a
number of fiscal relief and incentive to encourage commercialization and value addition to
agriculture produce, for minimizing pre post-harvest wastage, generating employment and export
growth. Food processing is of enormous significance for India’s development because of the virtual
linkages and synergies that it promoters between the two pillars of the economy, namely industry
and agriculture.

The concept of food processing industry has caught the imagination of costumers in recent years
because of their enhanced convenience, variety, nutrition and taste. The challenge their for lies in
continually developing new variations of good items as well as new process that will maximize its
appeal and shelf life and minimize the use of chemicals and preservatives. And also the industry
has given us a food supply so plentiful, so varied, and inexpensive, and so devoid of dependence of
geography or seasons that all buy the very poorest of Americans and obtain enough energy and
nutrients to meet biological needs. Indeed the US food supply is so abundant that it contains two
enough to feed everyone in the country nearly twice over-even after exports is considered. The
overly abundant food supply campaigned with a society so affluent that most people can afford to
buy more food and the need sets the stage for competition. The food industry must complete
fiercely for every dollar spend on food companies expend extra ordinary resources to develop and
market products that will sell, regardless, of their effect on nutritional status of waistlines. To satisfy
stock holders, food companies must convince people to eat more of this product or eat their
products instead of those of competitors they do to through advertising and public relation of
course, but also working tirelessly to convince government official’s nutritious professionals and
the media that their products promote health or eat least do not harm.

18
 The food processing industry covers a range of food products. These include the basic primary
food such as wheat, rice, sugar, oil, pulse and the process for converting them into edible from
the processed food such as biscuits and bakery products, fruit and vegetable product and all such
item which are processed and packaged and to enhance and prolong their edible life.

The swelling consumerism has been the introduction of a range of new products like ready to eat
snack foods, breakfast cereals, and texture vegetables and protein food and so on. Different brand of
the same item and attractive packaging vie for the consumer attention with the trend of increasing
consumption of the processed foods, the market processed food is growing significantly and it is
expected that the food industry should grow rapidly.

PARISONS group of company introduced mainly wheat products to market. Company also
produced some other sub product such as edible oil, Vanaspathi etc.

GLOBAL FOOD PROCESSING INDUSTRIES

The global processed food industry is valued at US $3.2 trillion and accounts for over 3/4th of
global food sale. Despite the large size of industry, only 6% of the processed food is traded the
world over as compared to bulk agriculture commodities where 16% of produce is traded. Growth
of the sector has been the highest in the developed economies, especially across Western Europe,
North America, Japan and Australia.USA is the single largest customer of proceeded food and
accounts for 31% of global sales. The food process sector has been substantial growth in developing
economies with increase in GDP, per capita.

19
FOOD PROCESSING INDUSTRIES IN INDIA

India is the second largest producer for fruits and vegetables and also the land of spices producing
all varieties worth over RS. 3500 cores ($900million) amounting to 25% to 35% of the world
production, which is processed for value addiction and export. It grows 22 million tons of oilseeds
covering the most of the varieties. other important plantation products are tea, coffee, and cashew.

The food processing industry has been identified as a trust area for development. The industry is
included in priority lending sector. most of the food processing industries have been exempted from
the provisions of industries licensing under industries development and regulation avt,1951 with the
exception of beer and alcoholic drinks and items reserved for small scale like vinegar, bread,
bakery, etc.

The draft national policy of food processing and vision statement has been prepared for a speedy
development of the food processing sector. his draft policies envisages reduction in wastage,
increase in level of processing enhancement in value addition, employment generation and
provision of remunerative income for farmers and the processed policy has been placed on the
ministry’s website for inviting suggestions comments of all stakeholders based on the suggestions,
the policy will be finished.

The Ministries of food processing industries has proposed to set up a national institution of food
technology and management (NIFTEM). Its role would be develop world-class food technology and
train entrepreneurs and managers in the food industry, providing business incubator services and
undertake research, the project cost as per the feasibility report is 166 corers. the planning
commission in principle has cleared the proposal.

Food processing industries increasing seen as a potential source of driving rural economy as it
brings synergy between industry and agriculture. A developed food processing industries is
expected to lead increase in farm gate prices translating into increased rural incomes, reduces
wastages ensure value addiction, promote crop diversification, generate employment opportunities
as well as export earnings. Which such a large and diversified production base coupled with low

20
manpower cost and modern technology, the Indian food processing sector is poised for growth, if
the advantages are leveraged optimally.

The Indian food processing industry stands at $135 billion and is estimated to go with a CARG of
10 percent to reach $200 billion by 2015.the food processing industry contributed 7% of India’s
GDP. The industry employs around 13 million workers directly and 35 million indirectly.

The industry is segmented into sectors namely, milk and allied products (dairy),meat and poultry
,seafood ,bakery and confectionery, fruit and vegetables, grain, pulses and oilseeds(staple) products,
alcoholic and non-alcoholic products (beverages) and packed foods. The classification is not distinct
as many processed products overlap different segments.

India ranks No.1 in the world production of milk (fresh, whole, buffalo), pulses, ginger, chick peas,
bananas guavas, papayas and mangoes. Further India ranks No.2 in the world in the production of
rice, wheat, potatoes, garlic, cashew nut, groundnuts, dry onion, green peas, pumpkins, gourds and
cauliflowers. With the huge production base India can easily become the leading food supplier to
the world and at the same time serving its vast growing domestic market with over a billion of
people.

21
 FOOD INDUSTRIES IN KERALA

Kerala regarded as gods own country, celebrated for its backwaters, its splendid spread of flora
and fauna augmented by congenial climatic condition has always been an idea destination for
tourists from all over the world. Its strategic location on trans-national trade corridor,
worldwide connectivity, rich resources and highly skilled manpower all combined to make
Kerala one of the least cost production destinations of the global economy. All these add up to
provide vast opportunities for the various industrial sectors including food processing in the
state.

Kerala has the biggest export market base and also a huge domestic consumer market base, in
order to attract the investment of the food sector the Kerala government has initiated various
development programs in the state especially in the creations of industrial infrastructure for
food processing. In this regard KINFRA has set up the state-of-the-art infrastructure at the
KINFRA food processing park at Kakkancherry, Malapuram district and it has own national
acclaim for being the most successful food park in the country.

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3.2 COMPANY PROFILE

The PARISONS group based in Calicut, Kerala is one of the largest manufacturers and marketers of
two basic food commodities, wheat flour and edible oils in south India. PARIOSNS’ formidable
presence and expertise can be seen at every stage of the agri-business cycle, from product
development, manufacturing to distribution. After establishing a clear leadership in the food
commodities market, the group has diversified its activities into rubber, tea plantation and
infrastructure leasing. The group manages more than 6000 acres of plantation land and provides
livelihood to around 3000 people. The origin of the group dates to 1950’s. late Janab A.V.Kunhiari
laid the foundation of the business under the inspiring and visionary leadership of its founder and the
commitment of the younger generation, the business flourished and grew at a phenomenal pace,
become a well respected business group.

The group was established in 1982 as a small trading outlet in Big Bazaar in North Malabar. The
group’s first manufacturing unit, PARISONS roller flour mills private limited was set up in the year
1992 in west hill, Calicut. The success of this venture led the group to expand considerably by
acquiring several flour mills as well as taking over sick and ailing units and making them viable in the
shortest possible time. The group now has the total processing capacity of 800MT/day for wheat flour
milling and 450MT/day for edible oil refining and extraction. The turnover of the group today is
Rs.1400 cores.

Presently, the group is headed by Mr. N.K Muhammad Ali, a dynamic and resourceful leader and a
visionary thinker. He is supported by his equal accomplished and enterprising brothers, Mr. N.K
Ashraf, Mr.N.K Khalid; Mr.N.K Harris. It is the energetic and highly effective leadership of top
management team that has made PARIOSNS what it is today-a major presence in the agri-business
industry.

23
EDIBLE OIL SECTOR

Edible oil sector has been of those commodity sectors that have been in news throughout the year. In
fact every now and in the industry has been pleading the government for protection from cheap
importers. The recent duty hike is third such hike in year. Every the duty hike has been concurrent with
the excess production and drop in price of palm oil in the international.

Market thus making any hike ineffective. Presently Malaysia is the largest producers of crude palm oil
in the world followed by the Indonesia, while India is the largest importer of edible oil. These two
leading palm oil exports have designed their export duty structure such that they could retain the Indian
market. India contributes about 9% of the world oil seed production, about7% of the global production
of protein meal and it is the fourth largest edible oil economy in the world.

India is fortunate in having a wide range of oil seeds crops grown in its different agro climate zones.
Ground nut, mustard/rape seed, sesame, sunflower, linseed, Niger seed or castor are major traditionally
cultivated oil seeds. Soya been and sunflower has also assumed importance in recent years. Coconut is
most important amongst the plantation crops. Efforts are being made to grow oil palms in
Andrapradesh, Karnataka and Tamilnadu, in addition oil seeds of tree and forest origin that grow
mostly in tribal inhabited areas also a significant source of oil.

Looking back the history of Indian edible oil industry we find that we had a set target of achieving self
–sufficiency in edible oil and launched golden revolution with much fanfare in 1992-93. But soon after
that country imports started rising and soon India become the largest importer of edible oil.

All these imports lead to increased consumption of palm oil its derivatives, while other oil seeds and
oil consumption in declining. Most affected are soya been, coconut seed, rice brand, oilcake, etc. their
demand has not grown in recent years due to this cheap importers. If these importers continue the oil
seed is likely to die very soon. In edible oil product included these products they are palm oil, coconut
oil, vegetable oil, refined oil etc.

EDIBLE REFINE OIL

24
Edible refine oil is very fast moving commodities, moving the food commodities in trading the
volume of trade handle by this firm has increasing multi fold with a short span of time.

COCONUT OIL

Coconut palms are grown widely in the costal tracts of the country. Copra, the dried kernel is the
chief commercial product from coconut, which is mainly used for oil extraction. Copra normally
has an oil content varying from 65% to 72%

For the extraction of oil from copra the common method still prevailing in our country is by
using rotary chucks. But the efficient system of oil is by the use of expellers.

PALM OIL

Palm oil is using the most of the people for cooking: it’s mainly used for the cooking purpose at
home, bakeries and hotels. The group has also entered in a big way PARISONS liberty gold
Palmolive brand is a premium brand in the market.

It refining after establishing after market leaders in a wheat flour products. It was vegetable oil
refining activity waiting for the group to get on with next. Ever increasing demand for the
refined oil products of the company like refined bleached and deodorized Palm oil, liberty gold
etc.

WHEAT PRODUCTS

PARISONS are one of the leaders when it comes to wheat processing in south India. They
source high quality wheat not only from Indian farms but around the globe to produce the best
wheat. Their wheat purchasing capacity combined with the state of art technology plant ensures
that consumer gets the best quality wheat flour, with a delicate balance of essential nutrients.

25
CAKE MIX

More than any other desert, a cake signifies celebration and the important movements in life.
That’s why PARISONS group has developed a range of specialty cake mix with their new brand
name prime. Our cake not only tastes delicious, they give your bakery a platform for growth and
long term success. And the quality and consistency you have come to trust from PARISONS
group. You can rest assured after time. Our commitment to innovation ensure your banker will
have access to the latest recipes, techniques and trends to place your cake front and center with
your costumer today and into the future.

ADITY ROASTED RAVA

Adity roasted rava is mainly used for preparing upma, pancakes baby cereals, rava dhosa and
sweet dishes like kesari. The product is made from select high quality wheat directly sources
from place of origin. The ‘air roasted technology’ used in manufacturing the rava helps preserve
the goodness of wheat without nutrients getting lost during the roasting process. The roasting
process in indirect heating and hence the rava does not directly touch the steel surface of the
dryer.

VANASPATHY &SPECIALITY FACTS

The expertise in R & D combined with then craftsmanship of our bakers has produce the finest
shortening and margarines in the region. Our specialty facts and Vanaspathy is secret ingredient
of top bakers.

26
 CHAPTER-4

DATA ANALYIS AND INTERPRETAION

27
TABLE 4.1

AGE OF THE COSTUMERS

SI.NO AGE CATEGORY NO OF PERCENTAGE

1 BELOW 20
2 20-30
3 30-40
4 40-50
5 ABOVE 50
TOTAL
RESPONDENT
4 13%
7 23%
8 27%
5 17%
6 20%
30 100%

GRAPH NO. 4.1

AGE GROUP OF PEOPLE

30%

25%

20%
AGE GROUP OF PEOPLE
15%

10%

5%

0%
BELOW 20 20-30 30-40 40-50 ABOVE 50

INTERPRETATION

From the above table 4.1 it is clear that the most of the data collected from the age group of 30-
40.

28
TABLE NO 4.2

INCOME LEVEL OF THE COSTUMERS

SI.NO INCOME LEVEL NO OF PERCENTAGE

RESPONTENT
1 NO INCOME 4 13%
2 BELOW-25000 9 30%
3 25000-50000 10 33%
4 51000-75000 5 17%
5 ABOVE-75000 2 7%
TOTAL 30 100%

GRAPH,NO:4.2

INCOME LEVEL

NO INCOME
BELOW-25000
25000-50000
51000-75000
ABOVE-75000

INTERPRETATION

From the above table 4.2 ,it is clear that most of the data is collected from the Income level of

25000-50000.

29
TABLE- 4.3

DIFFERENT MODES WHICH GIVE AWARENESS ABOUT PARISONS

SI.NO KNOW ABOUT THE PARISONS NO.OF RESPONDENTS PERCENTAGE

PRODUCT
1 ADVERTISEMENT 14 47%
2 FRIENDS 8 27%
3 RELATIVES 5 16%
4 OTHERS 3 10%
TOTA 30 100%
L

GRAPH NO: 4.3

AWARENESS ABOUT THE PARISON PRODUCT

10%
ADVERTISMENT
16% FRIENDS
RELATIVES
47% OTHERS

27%

INTERPRETATION

Know that PARISONS product it is clear that from table and diagram that 47% of customers
know about the PARISONS product in advertisement. 27%custumers know about in friends.
16% of customers know about the product in relatives and 10%custumers know about the
PARISONS product in others.

30
TABLE NO: 4.4

LEVEL OF SATISFACTION

SI.NO SATISFACTION NO OF PERCENTAGE

RESPONDENT
1 EXCELLENT 7 26%
2 GOOD 13 42%
3 AVERAGE 7 22%
4 POOR 3 10%

TOTAL 30 100

GRAPH NO: 4.4

LEVEL OF SATISFACTION

42%

26%
22%

10%

EXCELLENT GOOD AVERAGE POOR

INTERPRETATION

From the above table and graph it is clear that, 26% of customers opinion is the product is
excellent.42% of customers satisfaction level is good.22% of customers opinion is the product is
average and only 10% of customer’s view that the product is poor in the market.

31
TABLE NO: 4.5

PRICE OF THE PRODUCT

SI.NO PRICE OF THE NO OF PERCENTAGE

PRODUCT RESPONDENT
1 VERY HIGH 4 14%
2 HIGH 8 26%
3 AFFORDABLE 7 24%
4 COMPARITIVELY 11 36%
LOW
TOTAL 30 100%

GRAPH NO: 4.5

PRICE OF THE PRODUCT

36%
26% 24%
14%
PRICE OF THE PRODUCT
E
GH

GH

OW
BL
HI

HI

DA

YL
RY

FO

EL
VE

TIV
AF

RI
PA
M
CO

INTERPRETATION:

From this table and graph it is clear that, 14% costumers are of the opinion that the price of the
product is very high. Then among 26% customer opinion is price is high. 24% of customer’s
opinion is affordable and 36% customers are the opinion if the price of the product is
comparatively low.

TABLE NO: 4.6

32
 QUALITY OF THE PARISONS PRODUCT

SI.NO QUALITY OF THE PRODUCT NO OF PEERCENTAGE

RESPONDENT
1 VERY GOOD 15 50%
2 GOOD 11 36%
3 FAIR 4 14%
4 POOR NILL 0%
TOTAL 30 100%

GRAPH NO: 4.6

QUALITY OF THE PRODUCT

POOR 0%

FAIR 14%

GOOD 36%

VERY GOOD 50%

0% 10% 20% 30% 40% 50% 60%

INTERPRETATION:

From the tables and graphs it is clear that, 50% of customer prefers PARISONS oil product
because of good quality.36% are of the opinion that the quality is good.14% feels that the quality
is fair and nobody opinions that quality is poor.

TABLE NO: 4.7

PACKING OF THE PRODUCT

33
 SL.NO PACKING OF THE PRODUCT NO OF PERCENTAGE
RESPONDENT
1 ATTRACTIVE 17 57%
2 GOOD 7 23%
3 FAIR 6 20%
4 POOR NILL 0%
TOTAL 30 100%

GRAPH NO: 4.7

PACKING OF THE PRODUCT

20%
ATTRACTIVE
GOOD
57% FAIR
23%
POOR

INTERPRETATION:

From the table and graph it is clear that, 57% of customers agree that the PARISONS oil product
is attractive.23% customer supports that the product packing is good. 20% of customer opinion is
fair and the opinion of poor is 0% customers.

TABLE NO: 4.8

OPINION RAGARDING THE HEALTHINESS

34
 SI.NO OPINION REGARDING THE NO:OF PERCENTAGE
HEALTHINESS RESPONDENT
1 FULLY AGREE 13 43%
2 SOME WHAT AGREE 16 54%
3 DISAGREE 1 3%

TOTAL 30 100%

GRAPH NO: 4.8

OPINION REGARDING THE HEALTHINESS

3%

43% FULLY AGREE

SOMEWHAT AGREE
DISAGREE
54%

INTERPRETATION:

From the table and diagram it is clear that, 43% customers fully agreed that the PARISONS oil
product is healthy.54% of the customers somewhat agree with this product and 3%of customers
disagreed.

TABLE NO: 4.9

OTHER PARISONS PRODUCT YOU BUYING

35
 SI.NO OTHER PRODUCTS NO OF RESPONDENT PERCENTAGE
1 VANASPATHI 7 23%

2 ATTA 11 37%

3 MAIDA 6 20%

4 SOOJI 6 20%

TOTAL 30 100%

GRAPH NO: 4.9

OTHER PARISONS PRODUCT USAGE

20% 23%
VANASPATHI
ATTA
20% MAIDA
SOOJI
37%

INTERPRETATION:

The table and graph it is clear that, in 30 costumers, (23%) of costumers use the VANASPATHI
of the PARISONS product. The ATTA is used by (37%) of costumers and MAIDA is used by
(20%) of costumers and also use the SOOJI at (20%) costumers.

TABLE NO: 4.10

OTHER BRAND OF OIL PRODUCT BUY FROM MARKET

36
 SI NO OTHER BRANDS NO OF PERCENTAGE
RESPONDENT
1 COCOGEM 6 20%
2 KERA 10 33%
3 RUCHI GOLD 5 17%
4 GOLD WINNER 9 30%
TOTAL 30 100%

GRAPH NO: 4.10

OTHER BRAND OF OIL PRODUCT BUY FROM

MARKET

35%
30%
25%
20% 33% 30%
15%
20% 17%
10%
5%
0%
COCOGEM KERA RUCHI GOLD GOLD WINNER

INTERPRETATION

From the above table and graph it is clear that, in 30 costumers, 6 customers are used the oil
product of COCOGEM (20%) 10 costumers used the oil product of KERA (33%). 5 costumers
used the oil product of RUCHI GOLD (17%) and 9 costumers used the oil product of GOLD
WINNER (24%).

TABLE NO: 4.11

BETTER SALES OF OTHER BRAND

37
 SI.NO OTHER BRANDS NO OF PERCENTAGE
RESPONDENT
1 COCOGUM 6 20%
2 KERA 12 40%
3 RUCHI GOLD 5 17%
4 GOLD WINNER 7 23%
TOTAL 30 100%

GRAPH NO: 4.11

BETTER SALE OF OTHER BRANDS

45%
40%
40%
35%
30%
25%
20% 23%
20%
15% 17%
10%
5%
0%
COCOGUM KERA RUCHI GOLD GOLD WINNER

INTERPRETATION:

From the above table and graph it is clear that 20% of customer says that the COCOGUM is
better sale. 40% of customers opinion is KERA is better sale.17% of customer say RUCHI
GOLD is better sale and 23% of customers opinion is GOLD WINNER is better sale.

TABLE NO: 4.12

REASONS FOR SELECTING THE PARISONS PRODUCT

SI.NO REASONS NO OF PERCENTAGE

38
 RESPONDENT
1 PRICE 10 33%
2 QUALITY 12 40%
3 BRAND IMAGE 8 27%
TOTAL 30 100%

GRAPH NO: 4.12

REASONS FOR SELECTING PARISONS PRODUCT

27%
33%

PRICE
QUALITY
BRAND IMAGE

40%

INTERPRETATION:

From the above table and graph it is clear that, 33% of customers are selecting the PARISONS
product on the base of price. 40% of customers are selecting the PARISONS product on the basis
of quality and 27% of customers are on the base of brand image.

TABLE NO: 4.13

SUGGEST THE PARIOSNS PRODUCT TO OTHERS

SI.NO SUGGESTIONS NO OF RESPONDENT PERCENTAGE

1 YES 26 87%

39
 2 NO 4 13%

TOTAL 30 100%

GRAPH NO: 4.13

SUGGEST THE PARISONS PRODUCT TO OTHERS

90%
80%
70%
60% 87%
50%
40%
30%
20% 13%
10%
0%
YES NO

INTERPRETATION:

From the above table and graph it is clear that, 87% of costumers suggest the PARISONS
product to others. And only 13% of costumers not suggest the PARISONS product to others.

40
TABLE NO: 4.14

CONSISTENCY OF THE PRODUCT

SI.NO CONSISTENCY OF THE NO OF RESPONDENT PERCENTAGE

PRODUCT
1 GOOD 18 60%
2 SATISFACTORY 10 33%
3 LOW 2 7%
TOTAL 30 100%

GRAPH NO: 4.14

CONSISTENCY OF THE PRODUCT

70%

60%
60%
50%

40%

30% 33%

20%

10%
7%
0%
GOOD SATISFACORY LOW

INTERPRETATION

From the above table and graph it is clear that, 60% of customers said the consistency of the
PARISONS oil product is the good. 33% of customer satisfactory with the consistency and 7%
of the customer said the consistency of this product is low.

41
TABLE NO:4.15

THROUGH WHICH MEDIA YOU SEEN THE ADVERTISMENT

SI.NO MEDIA NO OF PERCENTAGE

RESPONDENT
1 TELEVISION 9 30%
2 INTERENET 10 34%
3 NEWSPAPER 8 26%
4 MAGAZINE 3 10%
TOTAL 30 100%

GRAPH NO:4.26

MEDIA WHICH THEY SAW THE ADVERTISMENT

40%

35%

30%

25%

20%

15%

10%

5%

0%
TELEVISION INTERNET NEWSPAPER MAGAZINE

INTERPRETATION

From the above table and graph, it is clear that ,34% of costumer saw the advertisement in
internet, and 30 % saw it from television, 26% of costumers saw it from newspaper and only
10% saw it from magazine.

42
43
TABLE NO: 4.16

ADVERTISMENT EFFECTIVENESS OF THE OIL PRODUCT

SI.NO ADVERTISMENT EFFECT OF NO OF PERCENTAGE

THE PRODUCT RESPONDENT
1 VERY GOOD 10 33%
2 GOOD 12 40%
3 MEDIUM 5 17%
4 LOW 3 10%

TOTAL 30 100%

GRAPH NO: 4.16

ADVERTISMENT EFFECTIVENESS OF THE OIL PRODUCT

LOW 10%

MEDIUM 17%

GOOD 40%

VERY GOOD 33%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

INTERPRETATION:

The advertisement effectiveness is very good among 33% of the customers, and then among 40%
of customers the advertisement effectiveness is good. The advertisement effectiveness of product
is medium in 17% and low in 10%.

44
TABLE NO: 4.17

BRAND IMAGE OF THE OIL PRODUCT

SI.NO BRAND IMAGE NO OF PERCENTAGE

RESPONDENT
1 EXCELLENT 7 23%
2 GOOD 13 44%
3 AVERAGE 9 30%
4 POOR 1 3%
TOTAL 30 100%

GRAPH NO: 4.17

BRAND IMAGE
50% 44%
40%
23% 30%
30%
20%
10%
0% 3%
EXCELLENT
GOOD
AVERAGE
POOR

INTERPRETATION:

From the above table and graph it is clear that, 23% of customers agree that the brand image of
the product is excellent.44% of customer’s support of the brand image is good. Then
30%ofcustomers opinion is the brand image is average and only 3% of costumers say the brand
image is poor.

TABLE NO: 4.18

45
 BUYING THE PARISONS PRODUCT

SI.NO DURATION (IN YEARS) NO OF SHOPS PERCENTAGE

1 LESS THAN 5 YEAR 12 40%
2 5-10 YEARS 7 23%
3 10-15 YEARS 4 14%
4 MORE THAN 15 YEARS 7 23%
TOTAL 30 100%

GRAPH NO: 4.18

DURATION OF BUYING
40%
40%
35%
30%
25% 23%
20% 23%
15% 14%
10%
5%
0%
LESS THAN 5 YEARS
5-10 YEARS
10-15 YEARS
MORETHAN 15 YEARS

INTERPRETATION:

From the table and graph it is clear that 40% of the customers are selling the PARISIONS oil
product for less than 5 years. 23% of customers selling duration are between 5-10 years. 14% of
sell the product for 10-15 years.23% customers sell the product more than 15 years.

TABLE NO:4.19

CHECK THE PRICE OF PRODUCT FROM ALTERNATIVE SOURCES

46
 SI.NO CHECK THE PRICE NO OF PERCENTAGE
RESPONDENT
1 YES 14 47%
2 NO 16 53%
TOTAL 30 100%

GRAPH NO:4.19

CHECKING THE PRICE

YES
NO
47%
53%

INTERPRETATION

In the above table and graph it is cear that 53% of costumers did not check the prices from
alternative sources.

47
TABLE NO: 4.20

RANKING THE ORDER OF PREFERENCES TOWARDS PARISON PRODUCT

SI.NO RANKING THE NO OF PERCENTAGE

ORDER
1 PACKAGING
2 QUALITY
3 PRICE
4 TIMELY DELIVERY
5 ADVERTISMENT
TOTAL
RESPONDENT
7 23%
9 30%
6 20%
2 7%
6 20%
30 100%

GRAPH NO: 4.20

RAKING THE ORDER

PACKING
20% 23%
QUALITY
7% PRICE
TIMELY DELIVERY
20% 30% ADVERTISMENT

INTERPRETATION:

The table and graph for ranking of products interprets that, 23% of costumers’ rank the
PARISON product’s packing. 30% of costumers rank quality of oil product. 20% of customer
rank price of the product. 7% of customer rank timely delivery of the product and customer rank
the product of 20% of advertising.

48
 CHAPTER-5

FINDINGS, SUGGESTIONS AND CONCLUSION

49
 FINDINGS

The major of research done are explained below. These are derived from the analysis of data
collected and from the respondents.

 From the above study it is clear that 47% of costumers know about the PARISONS edible oil
product through advertisement.
 From the study we understand that,the level of satisfaction, the major respondents i.e. 42% of
satisfied in good level.
 36% of customer says that the PARISONS oil products price is comparatively low.
 Quality of PARISONS oil product 50% is very good when compared to other competitors.
 Packaging of the PARISONS oil product, 57% respondents says that the packaging is
attractive.
 The questions about the PARISONS oil product is healthy, 54% of respondent says that
somewhat agree
 37% of costumers buying PARISONS Atta.
 KERA is the other brand of oil product that the costumers buy mostly that is 33%
 KERA have the better sale with 40% in market compared to other competitors of oil product.
 The 40% of costumers responding that the buying preference of PARISONS oil product is
because the quality of the product.
 87% of costumers suggest the PARISONS oil product to others and 13% did not suggested.
 Consistency of the product, the majority respondent i.e. 60% is agreed that the consistency of
the product is good with other competitors
 The 40% respondents say that effectiveness of advertisement of PARISONS oil product is good
in market.
 The 44% of respondent says that the PARISONS oil product’s brand image is good.
 Duration of buying PARISONS oil product 40% of costumers buying the product between less
than 5 years.
 The rank of preferences to buy the PARISONS oil product, i.e. 30% of costumers respondent
on the basis of their quality

50
 SUGGESTIONS

Based on the finding reached the following suggestions are made in order to improve buying
motive of PARISONS edible oil product.

 The competitors like KERA has a better brand image in the mind of costumer when
compared to PARISONS oil product. Therefore the effective branding has to create to
better brand image.
 And the public relation activities like advertisement can create a better sale. Therefore
proper advertising method have to be followed
 In the case of PARISONS edible oil product has comparatively less market shares and
also the branding has to be followed, and to increase the sale, the sales promotional
activities like a gift coupons, increased profit to the retails, value addition , etc can also
be followed.
 Here the PARISONS oil product is standing in second position in the leading brand in
Calicut area shops, so the highest market share is not far away.
 More over today’s customers are very particular about quality and brand image.
Therefore here the quality and brand image process should be highly effective. And by
offering quality product at cheaper price we can increase the sale.
 The company has to be more focused on public relations activities also. It will result the
costumer more aware of the product and the company also.

These are the main findings made through this study and in accordance with which certain
suggestions have been put forward for the purpose of consideration by the company. The oil
product and its marketability can be improved in total if the above suggestions are given due
importance.

51
 CONCLUSION

The project entitled “A STUDY ON BUYING MOTIVES OF PARISONS EDIBLE OIL

PRODUCT IN CALICUT CITY.” The sample was selected from PARISONS customers. The
buying motive of oil product of PARISONS identified and did a brief study about oil product
like quality, price, brand image, market share and advertisement effectiveness in market. The
consumer perception regarding the oil product, the satisfaction level of customer is also
identified.

The PARISONS customers should identify the needs of product using customer and try to full
fill them and thus study is expected to provide insight and input into the buying motivations of
oil product and strategies of PARISONS Company.

52
BIBLIOGRAPHY

53
Books

 Kotler Philip & Keller lane Kevin – marketing management

 Kothari C.R – research methodology
 Dr.O.R Krishna swami & Dr. M. Ranganathan – Methodology of research in social
science(First Edition)

Websites

 www.parisons.com
 www.foodprocessingindustry.com
 www.google.com
 www.wikipedia.com
 www.indianfoline.com

54
APENDIX

55
A STUDY ON COSTUMER BUYING MOTIVES TOWARDS PARISONS EDIBLE OIL
PRODUCT.

QUESTIONNAIRE

1. Name of the costumer:

2. Age of the costumer:

o below20
o 20-30
o 30-40
o 40-50
o Above 50

3. Gender

o Male
o Female

4. Income level of the costumer

o No income
o Below 25000
o 25000-50000
o 51000-75000
o Above 75000

5. Occupation:

6.How do you know about the PARISONS product?

o Advertisement
o Friends
o Relatives
o Others

56
7.What is the level of satisfaction about the oil product?

o Excellent
o Good
o Average
o Poor

8. What is your opinion about the price of the oil product?

o Very high
o High
o affordable
o Comparatively low

9. What is your opinion about the quality of the product?

o Very good
o Good
o Fair
o Poor

10. What is your opinion about the packaging of the oil product?

o Attractive
o Good
o Fair
o Poor

11. Do you agree with that the oil product of the PARISON is healthy

o Fully agree
o Somewhat agree
o No opinion

57
12. What all are the other products of PARISONs you buy?

o Vanaspathy
o Atta
o Maida
o Sooji

13. Which are the other brands of oil product you buy from the market?

o Kera
o Cocoga
o Ruchigold
o Gold winner

14. Among them which brand have better sale?

o Kera
o Cocogam
o Ruchi gold
o Gold winner

15. What is the reason for selecting PARISONS product?

o Price
o Quality
o Brand image

16. Do you suggest the PARISONS product to others?

o Yes
o No

17. What is your opinion about the quality consistency of the product?

o Good

58
 o Satisfactory
o Comparatively low

18. From which media you saw the advertisement of the PARISONS oil product?

o Television
o Internet
o Newspaper
o Magazine

19. What is your opinion about the advertisement effectiveness of the oil product

o Very good
o Good
o Medium
o Low

20. What is your opinion about the brand image of PARISONS oil product?

o Excellent
o Good
o Average
o Poor

21. How long have been you buying the parisons product?

o Less than 5 years

o 5-10 years
o 10-15 years
o More than 15 years

22. Why do you prefer to buy PARISONS oil product?

o Quality
o Price

59
 o Packing
o Advertisement

23. Do you check the prices of goods you buy from alternative sources

o Yes
o No

24. Rank the order of your preferences to buy the oil product?

o Packing
o Quality
o Price
o Timely delivery
o Advertisement

25. Any suggestions regarding the oil product of PARISONS?

60


61
62