A STUDY ON INFLUENCE OF PROMOTION MIX IN PURCHASE DECISION OF CUSTOMERS With special reference to NELLARA FOOD INDUSTRIES, NELLISSERY

PROJECT REPORT
In partial fulfilment of the requirement of the degree of

MASTER OF BUSINESS ADMINISTRATION

Submitted to the University of Calicut
Submitted by NAZER N {REG NO. EJAKMBA 024} Under the guidance of Mr. GEO PAUL.K MBA, MIT, MPhil Associate professor

ELIJAH INSTITUTE OF MANAGEMENT STUDIES

THRISSUR DECEMBER 2011
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ELIJAH INSTITUTE OF MANAGEMENT STUDIES

(Affiliated to University of Calicut)

CERTIFICATE FROM THE COLLEGE

This is to certify that the project entitled A STUDY ON INFLUENCE OF PROMOTION MIX IN THE PURCHASE DECISION WITH SPECIAL REFERENCE TO NELLARA FOOD INDUSTRIES, NELLISSERY. Submitted in partial fulfilment of the requirement for the award of Degree of Master of Business Administration of University of Calicut was carried out by Mr. NAZER N.

Dr V A SONNY Principal

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ELIJAH INSTITUTE OF MANAGEMENT STUDIES

(Affiliated to University of Calicut)

CERTIFICATE FROM THE GUIDE

This is to certify that the project entitled A STUDY ON INFLUENCE OF PROMOTION MIX IN THE PURCHASE DECISION WITH SPECIAL REFERENCE TO NELLARA FOOD INKDUSTRIES, NELLISSERY. Submitted in partial fulfilment of the requirement for the award of Degree of Master of Business Administration of University of Calicut was carried out by Mr. NAZER N under my guidance. This has not been submitted to any other university or Institution for the award of any Degree / diploma certificate.

Mr. GEO PAUL.K Faculty guide

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DECLARATION

I, NAZER N (Reg No: EJAKMBA 024) do hereby declare that the project entitled
A STUDY ON INFLUENCE OF PROMOTION MIX IN THE PURCHASE DECISION WITH SPECIAL REFERENCE TO NELLARA FOOD INDUSTRIES, NELLISSERY. Submitted to the University of Calicut in partial fulfilment of the requirement for the award of Degree of Master of Business Administration, is an original work done by me under the supervision and guidance of Mr GEO PAUL K and no part of this work have been submitted earlier for the award of any Degree.

PLACE: THRISSUR DATE:

NAZER N

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ACKNOWLEDGEMENT

I would like to express my sincere gratitude to all the people who were involved directly and indirectly in the successful completion of this project. First foremost let me sincerely thank The Lord Almighty for making me capable of completing my project work successfully and on time. Next I wish to express my hearty gratitude to our respected principal, DR. VA SONNY for providing the permission in taking up this project work. I am thankful to Mr. Geo Paul K (M.B.A, MIT, M.Phil), Head of the department of management studies & Project guide for the active and patient support forwarded to me in respect of this project. I render my whole hearted thanks to all the other respected faculties of the other respected faculties of the management department, librarian, lab technician and all the other office staff for their assistance and cooperation given to me in regard of this work. My profound sense of gratitude towards Mr. Shamsudheen, general Manager, Nellara food Industries, Nellissery, for granting permission to carry out the project in the organization. I would also like to thank Mrs. Preetha Administrating Officer for providing us with information regarding the functioning of the organization. I would like to thank my parents and friends for providing support during the project.

NAZER N

TABLE OF CONTENT
CHAPTERS CONTENTS PAGE NO

ABSTRACT 1.1 1.2 1.3 1.4 1.5 1.6 1.7 Introduction Research problem Significance of the study Scope of the study Objective of the study Research methodology Limitations of the study

ix 1 2 3 3 4 4 6

CHAPTER 1

CHAPTER 2

2.1 literature review 2. 2 Review of Previous studies 3.1 Industry profile

8 17 19 25 29 31

CHAPTER 3

3.2 Company profile 3.2.1 Product profile 3.2.2 Organization structure

CHAPTER 4

4. Data analysis and interpretation 5.1 Summary 5.2 Findings 5.3 Suggestions 5.4 Conclusion 5.5 Scope for further research BIBLIOGRAPHY APPENDIX

32 54 55 56 57 58 59 61

CHAPTER 5

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LIST OF TABLE
TABLE NUMBER 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12 4.13 4.14 4.15.2 4.15.2 4.15.3 4.15.4 4.15.5 4.15.6 Level of awareness Opinion about nellara food industries Sources of information Level of awareness about promotional activities Popularity of the advertisement Convincing of the advertisement Other competitive brands Awareness about popularity campaign Influence of social welfare activities in purchase decision Influence of promotional mix in purchase decision Influence of personal selling in purchase decision Level of satisfaction about offer and discount Recommendation of the project Level of satisfaction about product Preferred food product on the basis of price Preferred food product on the basis of quality Preferred food product on the basis of availability Preferred food product on the basis of taste Preferred food product on the basis of offer & discount Preferred food product on the basis of quantity TABLES PAGE NUMBER 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52

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LIST OF CHART
CHART NUMBER 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12 4.13 4.14 4.15.2 4.15.2 4.15.3 4.15.4 4.15.5 4.15.6 Level of awareness Opinion about nellara food industries Sources of information Level of awareness about promotional activities Popularity of the advertisement Convincing of the advertisement Other competitive brands Awareness about popularity campaign Influence of social welfare activities in purchase decision Influence of promotional mix in purchase decision Influence of personal selling in purchase decision Level of satisfaction about offer and discount Recommendation of the project Level of satisfaction about product Preferred food product on the basis of price Preferred food product on the basis of quality Preferred food product on the basis of availability Preferred food product on the basis of taste Preferred food product on the basis of offer & discount Preferred food product on the basis of quantity CHART PAGE NUMBER 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52

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