BRAND AWARENESS OF

KANMARK PICKLES FROM

KEO FOOD PRODUCTS(P) Ltd.,

S . U D AYA K U M A R
3 1 2 2 1 6 6 3 11 0 7
 Food processing industry
 Food is one of the basic necessities for sustaining life. In the early
days food was prepared or processed using organic methods.
 As times changed, the methodology of food processing /
preparation and preserving has undergone drastic changes
 The various types of food processing industries are:-
 Primary processing - Involves sorting, cleaning the fruits,
vegetables
 Secondary processing - Involves in reshaping the food for
consumption
 Tertiary processing - Involves in adding value to food product
for improving the shelf life.
Keo food products (P) ltd.,
• Keo Food products was started in 2004, in the presence of
district collector Mr. RAJENDRAN I.A.S, located at
Thirumangalam ,Madurai.

• Keo Food Products , initiated by the founder Mr. R.Selvaraj over

the past four decades in pickle manufacturing in brand name of
“Kanmark pickle”.

• The name “ Keo “ exemplifies “being superior, extraordinary,

exquisite, determined to reach goals, uncommon, special.

• Company manufactures pickles and pastes.

Brand awareness
• Brand awareness refers to the extent to which
customers are able to recall or recognise a brand.
• Brand awareness is a key consideration in consumer
behaviour, advertising management, brand
management and strategy development.
• The consumer's ability to recognise or recall a brand is
central to purchasing decision-making.
• Strong brand awareness can be a predictor of brand
success.
Measuring brand awareness
Two types of recall test are used to measure brand awareness:
• Unaided recall tests: where the respondent is presented with a
product category and asked to nominate as many brands as
possible. Thus, the unaided recall test provides the respondent
with no clues or cues. Unaided recall tests are used to test for
brand recall.
• Aided recall test: where the respondent is prompted with a
brand name and asked whether they have seen it or heard
about it. In some aided recall tests, the respondent might also
be asked to explain what they know about the brand e.g. to
describe package, colour, logo or other distinctive features.
Aided recall tests are used to test for brand recognition.
Need for study

• Though Kanmark pickles has been an established brand name in

other parts of Tamilnadu as far as Chennai is considered it is still a
new brand for the consumers.
• The brand presence in the market for more than one year and their
popularity in other districts has created a certain level of brand
awareness for the product in the market.
• In order to develop strategies to scale up the business it is necessary
to measure the existing brand awareness among the consumers.
Problem statement
• Keo food products (P) ltd., is a niche player in pickle manufacturing
sector operating successfully with the brand name “KANMARK” in
districts of Dindigul,Theni,Thirupur and Coimbatore from the year
2004.
• They have expanded to Chennai from the year 2016 and serving
only the kirana shops in southern part of Chennai, but unlike other
districts Chennai Retail market has huge competition in the pickles
sector from huge companies like Ruchi, Aachi as well as from small
players like Mambalam iyers.
• Therefore in order to scale up the sales, the company must first
realize where they stand with respect to brand awareness among
consumers.
Scope of the study

• The scope of the project is confined to Southern

part of Chennai city.
• The scope of the project is limited with Kanmark
pickles.
• The scope of the project is limited to sachets only.
Review of literature
Dr. Lekshmi Bhai.P, Nayana , Asha.
Assistant Professors, Adi Shankara Business School, Kalady
Ernakulam, Kerala
CONSUMER BUYING BEHAVIOR TOWARDS EASTERN
PICKLES
INTERNATIONAL JOURNAL OF CURRENT ENGINEERING AND SCIENTIFIC RESEARCH (IJCESR), VOLUME-4, ISSUE-7,
2017

• The study is descriptive in nature. It describes how the buying behavior of consumers are
influenced towards purchasing Eastern pickles.
• The objective is to study the awareness level of consumers towards eastern pickles and
factors affecting their buying behavior.
• It is concluded that the factors like price, promotion, packaging, availability etc. has great
impact on the consumers buying behaviour.
• Media advertisements have very low role in attracting the customers. Most of the
customers are aware of the product through retail stores.
• These factors can be considered with respect to “kanmark pickles”.
Review of literature
S.RAMYA,DR.D.AYUBKHAN DAWOOD.
A STUDY ON BRAND PREFERENCE AND BRAND USAGE OF
PACKED FOOD POWDERS BY WORKING WOMEN IN EAST
TAMBARAM, CHENNAI CITY.
International Journal of Research in Finance and Marketing (IJRFM), Vol. 6 Issue 10, October - 2016, pp. 55~64.

• The study is descriptive in nature. It describes the brand preference and usage of packed food
powders by working women in East Tambaram.
• The objective is to identify the factors influencing the usage and brand preference of working
women in relation to packed food powders.
• It is concluded that The usage and trend of packed food powders will grow over the years due to
the younger population prefers the easy to use packed powders rather than preparing of their
own.
• People with more earnings prefer self-made powders than packed food powders and people who
earns less prefers packed food powders.
• These factors can be considered with respect to “kanmark idli powder”.
Review of literature
Dr. P. GISHA , RAMYA.M.R
A STUDY ON BRAND AWARENESS AND BRAND PREFERENCE
OF INSTANT FOOD PRODUCTS AMONG WOMEN WITH SPECIAL
REFERENCE TO PALAKKAD DISTRICT
International Conference on "Research avenues in Social Science” Organize by SNGC, CoimbatoreVol-1 Issue-3 2016.

• The study is descriptive in nature. It describes the brand awareness and preference of instant
food products among women in Palakkad district.
• The objective is to study the brand preference of instant food products among women.
• It is concluded that there is a complete awareness of instant food brands amongst females and
Eastern is the most preferred brand among instant food products.
• It is absolutely clear that television advertisements are the most familiar source that provides
information regarding instant food products.
• These parameters can be considered with respect to “kanmark ready-to-eat pastes”
Parameters from literature survey
Literature-1 Literature-2 Literature-3
• Price • Employment
status • Complete
• Promotion awareness about
• Income level instant foods.
• Packaging
• Health conscious
• Availability • Tv advertisements
• Family practices. are the familiar
• Awareness
through retail source of
stores. information.
Objectives
• To determine the brand awareness about Kanmark pickles among
consumers.

The following parameters where considered for the study

• Awareness through retail stores.
• Packaging
• Availability
Research methodology

Research Design Descriptive Research

Type of data Primary Data

Sampling Technique Convenience Sampling

Sample Size 120

Research Technique Survey (Quantitative Research)

Data Collection Tool Questionnaire

Data Analysis Tool Percentage Analysis

Chi Square
Correlation
Thank you