Brand Awareness Of Lijjat Papad

A PROJECT REPORT ON

BRAND AWARENESS OF LIJJAT PAPAD

FOR

SHRI MAHILA GRIHA UDYOG LIJJAT PAPAD

IN PARTIAL FULFILLMENT OF

MASTERS IN BUSINESS ADMINISTRTATION (M.B.A.) UNIVERSITY OF PUNE

BY

MADHUVANTI DESHPANDE M.B.A. (2005

2007)

GUIDED BY MR. JAYANT PRADHAN (LIJJAT PAPAD) PROF. YUVRAJ LAHOTI (VIM)

VISHWAKARMA INSTITUTE OF MANAGEMENT, PUNE - 48

1

ACKNOWLEDGEMENT

I take the occasion to thank Lijjat Papad for giving me opportunity to work on this project, which helped me to increase my practical knowledge & got experience to interact with customers. I would like to thank my project guide Prof. Yuvraj Lahoti sir, for his guidance, co-operation, & encouragement. I would also like to thank Director, sir Dr. Sharad Joshi for his guidance. I am also grateful to Mr. Jayant Pradhan sir, (senior head mktg) for providing me necessary information & proper approach towards my study & project work. I thank him for all the guidance & co-operation he gave. I am always thankful to my family members who always gave me moral support & advice, my friends, especially all respondents of my survey.

Madhuvanti Deshpande.

2

TABLE OF CONTENTS

Sr no.

Headings

Page no.

1

Introduction

1-3

2

Executive Summary

4-5

3

Scope & Objective Of Project

6-8

4

Company Profile

9-15

5

Product Profile

16-18

6

Research Methodology

19-22

7

Data Analysis & Interpretation

23-35

8

Findings & Conclusion

36-37

9

Suggestions

38-39

10

Limitations

40-41

11

Annexure

42-44

12

Bibliography

45-46

3

INTRODUCTION

4

INTRODUCTION

Papad is very familiar product to all of us. Many people consume it daily while many enjoy various occasions like parties, marriages, festivals. Papad has unique importance in India hospitality. In Sindhi community Papad & Pani is served as 1st welcome food. Papad acts in supportive or supplementary role in regular food. It ranks equal with pickles & other dishes. Papad can be fried or roasted or it can also get in dals. Papad has health values. The raw material used is Udad dal & Moong dal, both are alkanes so they reduce acidity. Validity of Lijjat Papad is 3 months.

SHRI MAHILA GRIHA UDYOG LIJJAT PAPAD

For the women, by the

women.

The main strength of organization is the philosophy they follow. They neither have lot of money nor they have influential people, but still organization survived. It is running very well inspite of no one is running it. In fact it is growing. The concepts it follow are

1) The concept of Business. 2) The concept of Family. 3) The concept of Devotion.

Besides basic principles of Self-reliance, Co-ownership, & Faith in Dignity of labor, the organization also follows 3 golden rules as

1) All the rights of the organization must belong to members only. 2) There must be maintenance of LIJJAT quality at any cost. 3) There must be clean & time bound accounting system.

5

ABOUT PROJECT TITLE:

Lijjat Papad is quite popular & well established brand from long time. It started in 1959 by 7 ladies. At present it has 64 branches & 40 divisions all over India. Lijjt is major player in papad industry. My project work was to find out what people think about the brand after lot many years served by Lijjat Papad. This was an attempt to know current brand image, customer s suggestions & innovations people want.

6

EXECUTIVE SUMMARY

7

EXECUTIVE SUMMARY

My project work was to find out the brand awareness of Lijjat Papad in current scenario. Lijjat is major player in organized market holding 60% share. It has scope to improve in sales & increase market share. For this what customers feel, think, & expect from the brand should be exactly known. To find out this information, was my project. Market in Pune city was targeted. Various areas in city were selected. Survey was conducted using questionnaire. The information about various attributes & factors was collected. All the data collected, primary data was filtered & analysed, represented in the form of graphs & charts. Secondary data was also used in report such as company profile, product profile etc. on the basis of analysis of data, conclusions were drawn. The survey gave knowledge about customer s satisfaction, loyalty & their feel about the brand. The survey gave an insight into organized market of Papad & competitors of Lijjat Papad. On the basis of findings & conclusions, suggestions were given. There many limitations of this project like, biased reply, customers busy, heavy rains, time constraint as the project has time limit of 2 months, area limitation etc.

8

OBJECTIVE & SCOPE OF PROJECT

9

OBJECTIVE & SCOPE OBJECTIVES:

Lijjat is major player in organized market of papad industry. It is holding 60% market share. It s other competitors are Bikaneri Saral Pravin Bedekar Lijjt has scope to increase it s market share as it is holding only 60%. For this, the brand has to improve itself in many aspects. So it is very necessary to know what customers think, feel, & want in this brand now. The objectives are listed as below. 1) To find out brand awareness of Lijjat Papad on following parameters. a) Product quality b) Product varieties c) Customer loyalty d) Unique factors of the brand e) Company image

2) To analyse & evaluate satisfaction of customers towardsa) Taste b) Availability c) Quality d) Packaging

3) To find out drivers for purchase of Lijjat Papada) Emotional factors Security Social approval Self respect Joyous/ Cheerful

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4) Word associated with brand a) Honest b) Reliable c) Upper class d) Daring

5) To find major competitors. 6) Cases of defective papad & feedback of customers. 7) To find most effective medium of publicity.

SCOPE:

There are very large no of customers of Lijjat Papad spread over various areas. I studied market in Pune city & conducted survey in some areas. Locations Prabhat road Sahakar nagar Bibvewadi Kothrud Gultekdi

The customers from various apartments, bunglows, row houses were interviewed. Mostly house wifes were the respondents. I surveyed 60 customers.

11

COMPANY PROFILE

12

COMPANY PROFILE

Shri Mahila Griha Udyog Lijjat Papad (Recognised by Khadi & Village Industries Commission) It is a women's organisation of the women, by the women and for the women. It was started in 1959 with 7 lady members with a borrowed sum of Rs. 80/- at Girgaum in Mumbai. The turning point of our Institution was in 1966 when it was registered under the Bombay Public Trust Act 1950 and also registered under Societies Registration Act, 1860 and got recognition from Khadi & Village Industries Commission as a village industry. The objective of the Institution is to provide employment to the ladies to enable them to earn decent and dignified livelihood. Any women who can render physical work in this Institution without distinction of caste, creed and colour and agrees to abide by the objective of the Institution can become a member of the Institution from the date on which she starts working. Papad production work starts at early hours in the morning i.e. 4.30 a.m. Lijjat have mini bus which picks the members from the closest point of residence to the branch and back

home.

Every branch is headed by a Sanchalika to see the production of the branch. They have a Central Managing Committee, which consist of 21 members out of, which we have 6 (Six) elected Office Bearers i.e. President, Vice - President, 2 (Two) Secretaries and 2 (Two) Treasurers. All the branches are autonomous units for the purpose of profitability and the profit or loss as the case may be of such unit is borne by the owner sister members of that branch by increasing or decreasing their rolling charges accordingly. The credit for rapid progress goes to the constant vigilance on the part of sister members maintaining the quality of Lijjat Papad with their hard work.

13

Besides Lijjat Papad the Institution has other products like Khakhra, Masala, Wadi, Detergent Powder & Cakes, Bakery Products & Chapaties. At present it has 63 Branches & 40 Divisions and gives self-employment to about 40,000 sister members all over India with Sales turnover of Rs. 300 Crores which includes Rs. 12 Crores of Exports. Exports are made through Merchant Exporters to countries like UK, USA, Middle East Countries, Thailand, Singapore, Hongkong, Holland, Australia and other Countries. The Institution has received an award from Khadi & Village Industries Commission as a "Best Village Industry" for the period 1998-1999 to 2000-2001. On 6th September 2003 our Institution has received the Economic Times Award of "Businesswomen of the Year 2001-02 for Corporate Excellence". In January 2003 they received the award for 'Best Village Industries' at the hands of Hon'ble Prime Minister Shri Atal Behari Vajpayee at New Delhi. Lijjat was featured in various T.V. Channels, which include BBC World in the programme "Business Bizarre". The Institution, over the years, has paved the way for women to become self-reliant and self-confident. Lijjat has provided them the right platform to improve their status in society

ORGANISATION - Core Value Shri Mahila Griha Udyog Lijjat Papad is synthesis of three different concepts, namely

(1) The concept of Business (2) The concept of family (3) The concept of Devotion All these concept are completely and uniformly followed in this institution. As a result of this synthesis, a peculiar Lijjat way of thinking has developed therein. 14

The institution has adopted the concept of business from the very beginning. All its dealings are carried out on a sound and pragmatic footing - Production of quality goods and at reasonable prices. It has never and nor will it in the future, accept any charity, donation, gift or grant from any quarter. On the contrary, the member sisters donate collectively for good causes from time to time according to their capacity. Besides the concept of business, the institution along with all it's member sisters have adopted the concept of mutual family affection, concern and trust. All affairs of the institution are dealt in a manner similar to that of a family carrying out its own daily household chores. But the most important concept adopted by the institution is the concept of devotion. For the member sisters, employees and well wishers, the institution is never merely a place to earn one's livelihood - It is a place of worship to devote one's energy not for his or her own benefits but for the benefit of all. In this institution work is worship. The institution is open for everybody who has faith in its basis concepts

MILE STONES OF THE INSTITUTION

The Institution has received many Awards over the years but the few to remember.

1. Recevied Award from Khadi & Village Industries Commission as 'Best Village Industries Institution' for the period 1998 - 1999 to 2000 2001

15

2. The Economic Times Award given to the Institution for Corporate Excellence "Business Woman Of the Year" on 6th September 2002

3. At the National Convention on "Rural Industrialisation", held by Khadi & Village Industries Commission along with Ministry of Agro and Rural Industries at New Delhi on 14th March 2003, Smt. Jyoti J. Naik, President of the Institution recevied the "Best Village Industry Institution" award from Hon'ble Prime Minister Shri Atal Bihari Vajpayee

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ORGANISATION

Management

President

Six Office - Bearers 1. Smt. Jyoti J. Naik - President 2. Smt. Kamal D. Dhandore - VicePresident 3. Smt. Sunanda R. Belnekar - Secretary 4. Smt. Gangavati H. Naik - Secretary 5. Smt. Priyanka G. Redkar - Treasurer 6. Smt. Kshama M. Sutar - Treasurer

ORGANISATION

Diversification

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Shri Mahila Griha Udyog has diversified its various activities. Besides it's world famous papads it also currently has

A Flour Division at Vashi (Mumbai) where flour is milled from Udad Dal and Moong Dal. A Masala Division at Cottongreen (alongwith a Quality Control Laboratory) at the same place where different kinds of spice powders like Turmeric, Chillies, Coriander and ready mix masala and like Garam Masala, Tea Masala, Pav Bhaji Masala, Punjabi Chole Masala etc. are prepared and packed in consumer packs. A Printing Division also at the same place. Lijjat Advertising Division at Bandra (Mumbai) A Khakhra Division at Buhari (Dist-Valod) Chapati Divisions at Wadala, Borivali, Mulund & Kandivali (Hanuman Nagar) A Polypropylene set-up at Kashi-Mira Road. A Vadi producing factory at Valod. A Bakery Division at Valod. A Detergent Powder and Cakes manufacturing unit at Dahisar and Office at Borivali (Mumbai).

18

PRODUCT PROFILE

19

LIJJAT PAPAD:- PRICE LIST OF DIFFERENT VARIETIES

Udad Udad with with Items Pepper Garlic & Chillies

Udad with Red Chillies

Moong Udad (50% Special Udad & 50% Moong)

Moong Punjabi Special(50% Masala Udad & 50% Special Moong)

Small 12.00 Size 100 gms

12.00

12.00

12.00

13.00

13.00

13.00

24.00

24.00

24.00

24.00

26.00

26.00

26.00

small 24.00 size 200 gms

24.00

24.00

24.00

26.00

26.00

26.00

30.00

30.00

30.00

30.00

33.00

33.00

33.00

Small 55.00 / Big size 500 gms

55.00

55.00

55.00

62.00

62.00

62.00

Small 108.00 108.00 / Big size 1 kg.

108.00

108.00

122.00 122.00

122.00

Small 264.00 264.00 / Big Size 2.5 kg.

264.00

264.00

300.00 300.00

300.00

mini size 200 gms

Big size 250 gms

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MANUFACTURING PROCESS

The manufacturing process in Lijjat is a continuous process. Daily chores start in early morning around 4:30 am or even earlier depending upon the work load. In the 1st stage flour is kneaded into the dough & is pounded in big chunks. The chunks of pounded dough are sent for distribution among the rolling sisters. In the 2nd stage the papad rolling sisters srrive from their home to production centers to take the pounded dough. They can take as much as may be desired by them. They go back to their home & roll out the papad. The rolled papad are dried in clean, airy, open space, mainly in the bright sunlight. The dried papad are usually delivered back to the production center next day when the sisters come to take fresh dough. The sisters receive their rolling charges as soon as they deliver papad. In the 3rd stage papad received from sisters are checked for their quality & packed. The papad packets are then sent for marketing. The entire process is very simple & carried out manually without using any complicated machine. The sisters have standardized the entire process. For the 1st stage properly cleaned empty cans or tins are kept ready & in each tin 11 kg flour is poured. Fixed quantity of masala i.e herbs & powdered spices are then added in the flour. Large tubes of water containing necessary proportion of salt & soda-bi-carb are also prepared & kept ready. In order to save time & expedite the work, this part of the process is usually carried out on the previous day so that the flour kneading work can immediately startin the early morning. When desired quantity of water & masala are added in each batch of 11 kg dry flour & the flour is kneaded in dough, the weight of the dough go up to 17 kg. it is very easy to find out the whether the dough is properly kneaded & pounded. It does not require much skill. 1 kg of pounded dough should yield 820 gm of dried papad as nearly 120 gm can get evaporated during the process of rolling & drying of papad. However they have fixed lower norm of 810 gm of as standard yield & in addition to that a further loss of 10 gm is considered as acceptable loss. This is how the papad rolling sister who take 1 kg of dough must have to deliver back at least 800 gm of dried papad.

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RESEARCH METHODOLOGY

22

RESEARCH METHODOLOGY

INTRODUCTIONResearch methodology is a way to systematically solve the research problem. It may understood as science of studying how research is done scientifically. Various steps & techniques adopted for research are studied in research mrthodology.

DATA TO BE COLLECTEDa) Primary data: It is that data which is collected for the 1st time. Primary data I collected wasCustomer s view about various attributes of brand. Customer s actual experience of the brand. Customer s expectations & suggestions. Major competitors. Current market share of Lijjat Papad. b) Secondary data: It is that data which is already assembled & need not to be collected. The secondary data was Company profile Product profile It was collected from internet, company booklets & reports.

DATA COLLECYTION METHODFor this project, the primary data which needed to collect for the 1st time was gathered through survey technique which most effective & popular technique for data collection. The survey was conducted with the use of questionnaire.

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RESEARCH INSTRUMENT-

Questionnaire consists of following types of questions.

a) Closed ended: These are the questions that specify all the possible answers that are easy to tabulate & interpret. Further sub-types used are

1. Dichotomous questions: These are the questions with only 2 possible answers. 2. Multiple choice questions: These are the questions with more than 3 or more answers. 3. Rating scale: It is a scale that rates some attribute from poor to excellent.

b) Open ended: These type questions allow respondents to answer in their own words & often reveal about how people think. They are especially useful in exploratory research where researcher is looking for insight into how people think rather than how many people think in a certain way. The sub-types used are-

1. Unstructured questions: Respondents can answer in unlimited no.of ways.

2. Word association: Respondents mention the which comes to their mind when the hear the brand name.

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SAMPLING:

Sample is small group of 60 consumers is taken under consideration from total customer population. This small group represents the total population. In the project I studied market in Pune city. As it was impossible to approach all respondents of city, a sample was selected which represent whole city. The areas selected were-

Prabhat road Kothrud Gultkdi Bibvewadi Sahkar nagar

DATA EVALUATION: All the data collected was not accepted as it was collected. It was filtered & only relative data is introduced in the report which helped in achieving objective of the project.

25

DATA ANALYSIS & INTERPRETATION

26

DATA ANALYSIS & INTERPRETATION

1. FINDING OUT CUSTOMER LOYALTY OF LIJJAT PAPAD

CUSTOMER LOYALTY Years of product % Population usage 10

1 to 5

25

6 to 10

20

11 to 15

35

16 to 20

3

21 to 25

7

26 to 30

Customer Loyalty Chart 7%

10%

3%

1 to 5 6 to 10 25%

11 to 15 16 to 20

35%

21 to 25 26 to 30 20%

Majority of the customers are from 16 to 20 years product usage group. That means customers are much loyal to the brand for considerably high duration of 16 to 20 years. Only 10% is from 1 to 5 years product usage group, so new customers of brand are comparatively less. Most of the customers are old customers enjoying the brand for more than 10 years.

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2. ASSESING ORGANISED MARKET OF PAPAD.

ORGANISED MKT OF PAPAD Comp name

% Share

Lijjat

60

Bikaneri

17

Jain

9

Bedekar

7

Pravin

5

Saral

2

Organised Market of Papad 7%

Lijjat

5% 2%

Bikaneri

9%

Jain Bedekar 17%

60%

Pravin Saral

Lijjat Papad is holding 60% share of organized market. The next major player is Bikaneri Papad , holding 17% of organized market. The weakest player is Saral Papad .

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3. PAPAD INDUSTRY SCENARIO IN INDIA(ORGANISED & UNORGANISED MRKTS

PAPAD INDUSTRY SCENARIO (ORGANISED, UNORGANISED MKT) Sectors

% Share

Home made

31

Local Brands

9

Organised mkt

60

Papad Industry Scenario 31% Home made Local Brands Organised mkt

60% 9%

Organized market is holding major share of 60% in papad industry. Total un-organized market is holding 40% share, contributed by Home Made 31%, & Local Brands 9%. Local brands actually are that products which are not branded but marketed, but for convenience they are called as Local Brands.

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4. FINDING OUT UNIQUENESS OF THE BRAND IN CUSTOMER S MIND.

UNIQUENESS OF THE BRAND Factors

% Weightage

Taste

72

Quality

12

Variety

16

Uniqueness Of The Brand 16%

Taste

12%

Quality Variety 72%

Majority of the customers feel the Taste as most unique factor. The next factor is variety. Customers feel more satisfied because there are considerable varieties of Lijjat Papad which are consumed according to the occasions. People are quite trusted towards quality of Lijjat Papad, but when compared with taste & variety, it has got lower weightage.

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5. RANKING OF DIFFERENT ATTRIBUTES OF LIJJAT PAPAD .

a) Packaging Ranking

% Weightage

1-Very Good

23

2-Good

52

3-Bad

18

4-Very Bad

7

% Weig h tage

Rankings Given To Packaging 60 50 40 30 20 10 0

52

23

18 7

1-Very Good

2-Good 3-Bad Ranks

4-Very Bad

Most of the customers feel that packaging is Good . 18% customers gave Bad ranking to the packaging. They suggested to improve in packaging as it becomes somewhat sticky. 23% customers gave Very Good ranking, & only 7% gave Very Bad ranking.

31

b) Availability Ranking

% Weightage

1-Very Good

69

2-Good

27

3-Bad

2

4-Very Bad

2

Rankings Given To Availability % Weightage

80 60 40

69

20

27

2

2

0 1-Very Good

2-Good 3-Bad Ranks

4-Very Bad

Majority of the customers, 69%, gave Very Good ranking to availability. Bad & Very Bad rankings are given by very few customers, i.e 2% each. 27% said it is Good So in all, availability of Lijjat Papad is best.

32

c) Company Image Ranking

% Weightage

1-Very Good

29

2-Good

64

3-Bad

7

4-Very Bad

0

% Wt

Rankings Given To Company Image 70 60 50 40 30 20 10 0

64

29

% Weightage 7

1-Very 2-Good 3-Bad Good Ranks

0 4-Very Bad

Most of the customers, 64%, have Good image of the company in their minds. Very few customers gave Bad ranking. 29% gave Very Good ranking. Considerable no. of people know about organization, It is by the women & for the women .

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6. CUSTOMER S FEEL ABOUT THE BRAND

Feelings

Customer %

Joyous/Cheerful

29

Social Approval

14

Self Respect

11

Security

46

Feelings About The Brand 29% Joyous/Cheerful 46%

Social Approval Self Respect Security 14% 11%

Most of the people buy the brand because they feel that healthwise Security for the product, like they trust that all the ingredients used are pure & are of good quality. 29% people feel Joyous to eat various varieties of Lijjat Papad on various occasions. 14% buy it as Socially Approved product. They have image of product that people from good society buy this product. 11% customers feel self respect for buying good quality product in affordable price.

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7. WORDS DESCRIBING THE BRAND WELL.

Words

% Customers

Honest

37

Upper Class

20

Daring

4

Reliable

39

Words Describing The Brand Well

37%

39%

Honest Upper Class Daring Reliable 4%

20%

Reliable (39%) & Honest (37%) are the best words to describe the brand. Very few, only 4%, think that it is Daring , as there are very less innovations introduced to the brand. 20% people think that it is Upper Class brand.

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8. FINDING OUT MOST POPULAR MEDIUM OF PUBLICITY OF LIJJAT PAPAD .

Media

% Customers

Advertisement

50

Retailer

26

Relatives

22

Peer Group

2

Most Popular Medium Of Publicity 2% 22%

Advertisement 50%

Retailer Relatives

26%

Peer Group

The most popular medium of publicity is Advertisement . Retailers & Relatives are near about contributing same, 26% % 22% respectively. The least popularity is of Peer Group , 2%.

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9. SALE OF LIJJAT PAPAD IN PUNE.

Year

Sales In Crores

2002

16.7

2003

16.43

2004

17.48

2005

20.24

2006

25.26

Sales In Cro res

Sales In Pune 30 25 20 15 10 5 0

25.26 16.7

2002

16.43

2003

20.24

17.48

2004 Year

2005

2006

Sales of Lijjat Papad are increasing as per this 5 year s data. It somewhat dropped in 2003. After that in 2004, 2005, 2006, it is ever increasing. The is quite high in 2005-2006.

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10. SALES ALL OVER INDIA.

Year

Sales In Crores

2002

279.48

2003

287.25

2004

278.22

2005

311

Sales All Over India Sales In Crores

320

311

310 300 290 280

287.25 279.48

278.22

270 260

2002

2003

2004

2005

Year

Sales all over India is following somewhat zig-zag pattern. Sales in 2005 have jumped to 311 crores from 278.22 The vast increase in sales was due to better managed distribution networks & depot system evolved in many parts of the country.

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FINDINGS & CONCLUSION

39

FINDINGS

Many people who come across defective papad do not complaint to company, they just ignore it. Many customers complained about packaging, that it become somewhat sticky many times. Some customers said that , 1 variety should made such that it should more thicker & larger in size so as to make masala papad. People are much satisfied about the taste of papad which is the main reason for their purchase. People respect this brand as reliable & honest brand & feel joyous eating lijjat papad. Lijjat papad has developed loyal customers & good environment in organization.

CONCLUSION

As a summer trainee in Lijjat Papad , I would like to conclude my project work on Brand Awareness Of Lijjat Papad . It was realy very interesting interacting with customers & have an insight into brand image in their minds. The main aim was to know the factors & attributes of brand which customer look when he goes to buy Papad. From the survey, in all concluded that people are quite satisfied with the brand, especially due to it s taste. The organized market of papad industry is growing, because more & more women are getting employed, income levels have increased & most of the women don t get time to roll papad at home. So Lijjat Papad as major player in organized market has even better opportunities in future. Some customers have complained about packaging & prices where company has to improve. But in all it can be concluded that most of the customers are satisfied about the brand, & are well aware of various attributes of the brand.

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SUGGESTIONS

41

SUGGESTIONS

Forecast market trends & try to adjust supply accordingly so as increase market share & take advantage of established brand image.

Try to bring more innovations like more varieties, sizes & their different combinations.

Company should improve it s packaging.

Time to time market survey should be conducted.

Some consumers perceive that price of Lijjat Papad is somewhat high so if possible company should think on it s price positioning in market by revising prices.

42

LIMITATIONS

43

LIMITATIONS

AREA LIMITATION:

The study was limited to Pune city only. Hence findings may differ from other parts of India where I have not visited.

NON-RESPONSE ERROR:

It is almost impossible to obtain data from each & every respondent covered in sample. There are always some respondents who refuse to give information.

TIME CONSTRAINT

There was time constraint to this project. The project has to be completed within 2 months.

BUSY RESPONDENT

Many times respondents were so busy that they didn t give reply. There were biased replies also.

OTHER REASONS

There were heavy rains during the period of survey. So there was many times problem in conducting survey & transportation.

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ANNEXURE

45

QUESTIONNAIRE FOR TESTING BRAND AWARENESS OF LIJJAT PAPAD

Name: Age: Address:

1) which brand of papad do you use? a) Lijjat

c. Ganesh

b) Bikaner

d. Any other-

2) From how long you are using this brand?

3) what are the factors according to you makes purchasing of Lijjat Papad a unique experience? a) Taste

c) Quality

b) Variety

d) Any other-

4) Rank the brand according to following factors1. Very good

2. Good

3. Bad

4. Very bad

Taste Packaging Quality Comp. image Availability

46

5) What do you feel when you buy Lijjat Papad? a) Security

c) Social approval

b) Self respect

d) Joyous/cheerful

5) Does Lijjat Papad completely satisfy your requirements? a) Yes

a) No

If not, which requirements?

6) How well do the following words describe the brand? a) Honest

c) Upper class

b) Daring

d) Reliable

7) Do the people you admire & respect use this brand? a) Yes

a) No

8) Are you aware of all the varieties of Lijjat Papad? a) Yes

a) No

9) Which are the other brands you have purchased in last few months? a) Yes

a) No

If yes, why? a) Change in packaging

c) Non-availability

b) Price increase

d) Innovation

10) Through which medium you came to know about Lijjat Papad ? a) Advertisement

c) Relatives

b) Retailer

d) Peer group

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REFERENCES

48

REFERENCES

BOOKS o Marketing management Philip Kotler

o Research methodology

C.R Kothari.

WEBSITE o www.Lijjat.com

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