Buying Behaviour

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 History of the company  Time line of Company  Brief summary of The Org.

History of the company
The Frito-Lay Story In 1932, two young entrepreneurs independently started two separate companies that were thousands of miles apart. Both men had the same objective in mind, and both shared the same basic business philosophy: "Provide the customer with a product of the highest quality and value; sell it for a fair profit; and make service a fundamental part of ding business." ' Elmer Doolin of San Antonio, Texas started his company by purchasing the . rights to a then unknown com chip product that he would make. , Herman W. Lay of Nashville, Tennessee developed his business by selling a product that was familiar to people in his region, but later would become America's favorite potato chip. These two savvy businessmen, who transformed a small, fragmented portion of the food business into the large, flourishing world of snack foods, created an industry based on unrivaled customer service and superior products. The Frito Company In 1932, Elmer Doolin entered a small San Antonio cafe and purchased a bag of com chips to eat with his sandwich. Little did he dream this savory chip would become one of the nation's most popular snack foods. Mr. Doolin, who was the operator of the Highland Park Confectionery, was, ooking for another investment to add to is ice cream and snack l

business, which was caught in a price war and showing little promise. He learned that the manufacturer of the com Chips was eager to sell his small business and return home to Mexico. For $100, Mr. Doolin purchased the recipe, 19 retail accounts, and the manufacturing equipment, which was a converted hand-operated potato ricer. Mr. Doolin established his new business venture in his mother's kitchen. Since there was no money for hiring employees, Mr. Doolin, his mother, Daisy Dean Doom, and his brother, Earl Doolm, made the Fonts at night by hand-rolling the stiff masa dough and thinning it with water cooking the corn chips (Mrs. Doolin was the first Frito cook), then packing the Fritos in 5¢ bags, which was the only size marketed at that time; the family's production capacity was about 10 pounds per hour. Mr. Doolin's days were spent distributing Fritos to his accounts from his Model T Ford, seeking new accounts, looking for reliable sources for quality corm, and washing and grinding the corm by hand. Total sales ran from $8 to $10 a day; profits averaged about $2 per day. Within months, the company experienced phenomenal growth. The "factory" was moved from Mrs. Doolin's kitchen to the garage, then to a duplex next door. In 1933, Brothers increased Fritos production from 10 pounds to nearly 100 pounds an hour after designing a "hammer" press, in which the cutter was hit \\ith a hammer to cut off the Fritos at the appropriate length. The accelerated growth in production resulted in lines operating in Houston and Dallas by year-end, and the moving of The Frito Company headquarters from San Antonio to Dallas due to the city's central location and better availability of raw materials. In 1937, a The Frito Company opened its Research and Development lab - the first of its kind in the industry - as a result of Mr. Doolin's search for reliable

sources of higher grade corn. Other products were added; Fritatos Potato Chips (later simplified to Ta-Tos) were introduced in 1935, followed by Fritos Peanut Butter Sandwiches and Fritos Peanuts in 1937. Mr. Doolin's and his brother's ideas and mechanical engineering talents were shared once more as they designed and constructed automatic presses and better cooking vats as the company, which now employed hundreds of people by the late 1930's, rapidly expanded. In 1941, the company opened its Western Division in Los Angeles with two sales routes; these routes, which grew to 20 by year-end, became the prototype for The Frito Company's "store-to-door" distribution system. During World War II, The Frito Company, as did other companies, experienced shortages, rationing, and loss of man-power. Throughout the war, however, tastes ot: home were remembered as Fritos were eaten by hungry G.L's., and every Frito employee called to service was guaranteed a job after the war by Mr. Doolin. In 1945, as American returned to peace-time, the country experienced a booming population, a new-found prosperity, and a large consumer demand for products. To meet this demand, The Frito Sales Company was established, which separated sales from production- activities. The·Frito -Sales Gompany- was formed to convert product distribution to company-owned routes, and its Sales Engineering Division was charged with analyzing the sales potential of different trade areas and designing the routes accordingly.

Expansion by the Frito National Company continued with the issue of six franchises in 1945. The first of the FRITOS® franchises was offered

to The H.W. Lay Company of Atlanta, GA., and would be the start of a partnership that would change the shape of American consumer goods marketing. When Hawaii was issued a FRITOS® franchise in 1947 along with six additional U.S. franchises, national expansion and international distribution - Mr. Doolin's bold vision of global marketing for his company - was realized. Three years later, in 1950, FRITOS® were sold in all 48 states, and, by 1962, they were sold in 48 countries. The Frito Company issued its first public stock offering in 1954, with sales that year reaching $21 million. In 1956, in a move to consolidate its national distribution and create the first national snack food company, The Frito Company started buying back franchises and acquiring regional snack food companies. Under his imagination and leadership, Mr. Doolin changed a small, kitchen-operated business into a multi-million dollar company. At the time of his death in 1959, The Frito Company produced over forty products, had plants in eighteen cities, employed over 3,000 people, and had sales in 1958 in excess of $50 million. Today, FRITOS® Com Chips rank among the top 10 salty snacks in the United States.

In 1932, Herman W. Lay began his potato chip business in Nashville by delivering snack foods from his Model A Ford touring car. Like Mr. Doolin, he Iso had tried his luck in the ice cream business. Mr. Lay and a friend had lanned to sell ice cream along the parade route at the 1928 Democratic National Convention in Houston, Texas. Their business venture failed when the parade was rerouted and their ice cream stand was left on a deserted street.

After a variety of jobs, the then 24-year-old Mr. Lay was hired as an extra route salesman to sell and make deliveries for the Barrett Food Products Company, an Atlanta, Georgia manufacturer of Gardner's Potato Chips. Later that year, he took over Barrett's small Nashville warehouse as a distributor, using his Model A car as a delivery truck and $100 in capital. Mr. Lay received a weekly allotment of potato chips and a cash allowance; the job paid no salary, just an advance against his commission on sales. He now had a job, his own territory, and a business to independently run. As his territory expanded, his profits rose. He hired his first salesman in 1934, the same year that his H.W. Lay Distributing Company became a major distributor for the Barrett Food Products Company . three yearslater,-Mr..-Lay had 25 employees and had moved into a larger manufacturing facility where he produced popcorn and peanut butter sandwich crackers. A representative of the Barrett Food Company contacted him in 1938 with an offer to sell Mr. Lay the company's plants in Atlanta and Memphis for $60,000. Unable to raise but $5,000 from investors and associates, he borrowed $30,000 from a bank and persuaded the Barrett Company to take the difference in preferred stock. Mr. Lay moved his headquarters to Atlanta, replaced the Barrett signs with "H.W. Lay Co., Inc." signs on October 2, 1939, and remained as president and chairman of the board until 1961. When he formed the H.W. Lay corporation in 1939, Mr. Lay had fourteen trucks covering the Nashville - Chattanooga area. Expansion was also a vision for Mr. Lay, who, over the next few years, purchased the Barrett manufacturing plant in Jacksonville, Florida, and additional plants in Jackson, Mississippi, Louisville, Kentucky, and Greensboro,

North Carolina. He retained the Gardner trademark of Barrett Food Products until 1944, when he changed the product name to Lay's Potato Chips and introduced "Oscar - the Happy Potato" as its advertising symbol. In 1945, Mr. Lay signed an exclusive franchise agreement with The Frito Company to manufacture and distribute FRITOS in most of the sales territory covered by The H.W. Lay Company. In 1949, the company established a research lab to develop new products. The purchase of two other. snack food companies, the Richmond. (Virgini) potato Chip ·Company and the Capitol Frito Corp., Increased his product line and distribution area in the 1950's. By 1956, H.W. Lay & Company, now publicly-owned, was the largest manufacturer of potato chips and snack foods in the United States; it had more than 1,000 employees, plants in eight cities, and branches or warehouses in thirteen others. Its primary product, LA Y'S® Potato Chips, is America's favorite potato chip. Frito-Lay, Inc. Is Formed In 1945, the Frito Company granted H.W. Lay & Company an exclusive franchise to manufacture and distribute FRITOS® Corn Chips in the Southeast. As the two companies worked toward national distribution, a close business affiliation developed which eventually resulted in a merger. In September 1961, just 29 years after the founding of both companies, The Frito Company and H.W. Lay & Company merged to become FritoLay, Inc., the largest snack selling company in the United States.

Frito-Lay and Pepsi Join In February 1965, the Board of Directors for Frito-Iay, Inc. and PepsiCola announced a plan for the merger of the two companies. On June 8, 1965, the merger of Frito-Lay and Pepsi-Cola Company was approved by shareholders of both companies, and a new company called PepsiCo, Inc. was formed. At the time of the merger, Frito-Lay owned 46 manufacturing plants nationwide, had more than_150 distribution centers across the United States, and was listed on the New York Stock Exchange. In 1998, PepsiCo acquired Tropicana; and in 2001 acquired The Quaker Oats Company.

Frito-Lay History : Company Timeline
1930s 1932 - The Frito Company is founded by C.E. Doolin in San Antonio, Texas. While eating lunch in a San Antonio cafe, Mr. Doolin bought a plain package of corn chips for 5¢. As Mr. Doolin's ice cream business was caught in the middle of a price war, he was looking for another business venture. For $100, Mr. Doolin bought the recipe for the corn chips and a converted potato ricer from a businessman. 1932 - Herman W. Lay began a small business in Nashville, TN, distributing potato chips made by a company in Atlanta, GA. 1933 - The Frito Company expands and moves from San Antonio to Dallas, TX because of the city's role as a hub to the Southwest. 1938 - Herman Lay buys a potato chip maker in Atlanta and changes the name to H.W. Lay & Company. 1939 - Fluffs," later called BAKEN-ETS® Fried Pork Skins, is among the products incorporated into the Frito Company snack line-up when its founder, C.E. Doolin, purchases a small pork skin business and a plant. 1940s 1942 - H.W. Lay & Company produces potato chips on a continuous potato chip machine.

1944 - The H.W. Lay Company changes its product name to LAY'S® Potato Chips and becomes one of the first snack food companies to advertise on television. The commercial features the debut of the company's first spokesman in the form of a cartoon character, Oscar, the Happy Potato. 1945 - The Frito Company grants H.W. Lay & Company an exclusive franchise to manufacture and distribute FRITOS® Corn Chips in the Southeast. 1946 - The Frito Company is one of the first to use its trucks for advertising as well as for transportation. The original truck, painted multiple colors, attracts much nation-wide publicity and appears in several magazines and newspapers! 1947 - C. E. Doolin's vision for national expansion and international distribution is realized when the Frito Company issues a franchise for Hawaii and six additional U.S. franchises. 1948 - CHEETOS® Snacks, one of the original snack foods produced by the Frito Company, is introduced nationally and sky-rockets in popularity within the first month. 1950s 1953 - FRITOS® Corn Chips introduces "The FRITO KID®" in its television and poster advertising. The cartoon character, a long-running company spokesman, first appeared in the early 1940s in one the first FRITOS® recipe booklets; "The FRITO KID®" retires in 1967.

1954 - The Frito Company issues its first public stock offering. 1955 - Casa de Fritos opens in Disneyland, California, featuring the FRITO KID® and FRITOS® Corn Chips. Walt Disney and C.E. Doolin attend the grand opening. FRITO-LAY® Bean Dip is introduced. 1956 - The FRITO KID® appears on the Today Show with Dave Garroway. The Frito Company is the first Texas company to advertise on NBC television network. The Frito Company begins to buy back franchises and to acquire regional snack food companies with hopes of consolidating its national distribution and creating the first national snack food company. 1957 - Grocers participate in the first annual FRITOS® Pie promotion, in which display space is devoted to ingredients used in the recipe FRITOS® Corn Chips, FRITOS® Chili, onions, and cheese! 1958 - The Frito Company acquires the trademark rights for RUFFLES® Potato Chips. 1959 - Vice President Richard Nixon takes FRITOS® brand Corn Chips to Nikita Krushchev in Russia. 1960s

1961 - The Frito Company and the H.W. Lay & Company merge to form Frito-Lay, Inc, with headquarters in Texas and sales over $127 million. H.W. Lay & Company acquires facilities for the national distribution of ROLD GOLD® Pretzels, with the purchase of Rold Gold Foods from American Cone and Pretzel. 1962 - Frito-Lay introduces a logo designed to communicate the merger between The Frito Company and the H.W. Lay & Company. 1963 - LAY'S® Potato Chips coins new slogan: "BETCHA CAN'T EAT JUST ONE.™" 1965 - Frito-Lay, Inc. and the Pepsi-Cola Company merge to form PepsiCo, Inc., with headquarters in Purchase, NY. LAY'S® Potato Chips becomes the first brand of potato chips to be sold nationally. "R-R-RUFFLES™ HAVE R-R-RIDGES™" advertising campaign with Baby HORTON™ is launched. 1966 - DORITOS® Tortilla Chips is introduced nationally. Literally translated into Spanish, "doritos" means "little bits of gold." 1969 - FUNYUNS® Onion Flavored Rings is introduced. 1970s 1971 - MUNCHOS® Potato Crisps enters national marketplace. 1972 - DORITOS® Nacho Cheese Tortilla Chips is distributed nationally.

1979 - Frito-Lay's yearly sales exceed $1 billion. 1980s 1980 - Frito-Lay replaces its current logo to capitalize on its new identity in the marketplace and the company's reputation for quality. The new logo appears on more than 9,000 Frito-Lay trucks. Frito-Lay introduces CHEETOS® Snacks - Puffed Balls. Frito-Lay acquires GRANDMA'S® Cookies and enters packaged cookie snack food category. 1981 - TOSTITOS® Tortilla Chips is nationally introduced. Packages feature a "Guaranteed Fresh" offer, which promises consumers a full refund of purchase price if not satisfied with the freshness and taste of the product. Frito-Lay is one of the first snack companies to place non-mandatory nutritional labeling on its packaging. 1982 - Frito-Lay launches GRANDMA'S® Cookies in 16 varieties -from sandwich creams to fruit-filled oatmeal -- in a test market in Kansas City. This was the first significant new cookie line to move into supermarkets in a generation. 1985 - SANTITAS® White and Yellow Corn Round Tortilla Chips are introduced.

1986 - CHESTER CHEETAH® becomes the "spokescat" for CHEETOS® and gains recognition through the national television and print advertising campaign with the tag line: "IT'S NOT EASY BEING CHEESY®." 1987 - Frito-Lay, a pioneer in the use of hand-held computers, distributes them to its route sales representatives to better manage products, routes, and customers; nationwide implementation is completed in July 1988. In 1987 Hostess and Frito Lay Canada partnered to distribute snack foods leading to the 1992 acquisition of Hostess by Frito-Lay Canada. 1989 - Frito-Lay acquires SMARTFOOD® Popcorn, a regional brand. 1990s 1991 - Distribution of LAY'S® FLAMIN' HOT® Potato Chips goes national. CHEETOS® FLAMIN' HOT® Snacks is introduced in single serve sizes. TOSTITOS™ Salsa Con Queso and Mild, Medium, and Hot Salsas are introduced. SUNCHIPS® Original and French Onion flavors roll nationally. First year sales are in excess of $100 million at retail, and the SUNCHIPS® brand becomes one of top 15 snack chip brands within its first year. 1992 - LAY'S® Potato Chips is re-formulated to create a chip that tastes even more like the original potato and stay crisper and crunchier. In conjunction with the re-formulation, the first new LAY'S® network TV ad campaign is announced featuring basketball greats Kareem Abdul

Jabbar and Larry Bird in an ad claiming the Tastier & Crispier LAY'S® Potato Chips are "TOO GOOD TO EAT JUST ONE!™" Frito-Lay, the country's largest snack company, registers $4 billion in sales and holds approximately half the share of the entire U.S. snack chip industry. 1993- The national launch of WAVY-LAY'S™ Potato Chips, a new wavy-cut potato chip, occurs in Super Bowl XXVIII with a cameo by former U.S. Vice President Dan Quayle. BAKED TOSTITOS® brand White Corn and Unsalted Tortilla Chips, which offer health conscious consumers up to 85% less fat than traditional tortilla chips plus good taste, is launched. "Seinfeld" star Jason Alexander appears as "Pretzel Boy" in the firstever, network advertising campaign for the ROLD GOLD® Pretzels. 1994 - LAY'S® KC MASTERPIECE® Barbecue Flavor Potato Chips is introduced nationally, marking the first time America's favorite potato chip has entered into a co-branding agreement. New DORITOS® COOLER RANCH® brand Tortilla Chips, a 100% white corn chip with more ranch seasoning, and DORITOS® ZESTY SALSA® Tortilla Chips are introduced. FRITOS® SCOOPS!™ Corn Chips is introduced nationally. FRITOS® teams with country music star Reba McEntire to sponsor a Thanksgiving television special and a 40 city nationwide tour. Three million speciallyproduced packages of FRITOS® feature the superstar's image—the first time a celebrity has appeared nationally on Frito-Lay packaging.

1995 - Frito-Lay launches its "Taste the Fun, Not the Fat" campaign in selected U.S. cities. The promotion features 500,000 snack samples and 200,000 cents-off coupons for BAKED LAY'S®, BAKED TOSTITOS®, ROLD GOLD® Fat Free Pretzels, RUFFLES® Reduced Fat Potato Chips, and TOSTITOS® fat-free salsas and Black Bean Dip. 1996 - TOSTITOS® brand begins title sponsorship of the Fiesta Bowl Football Classic, now referred to as the "TOSTITOS® Fiesta Bowl". BAKED LAY'S™ Potato Crisps is launched nationally with television and print advertising starring The Muppets'® Miss Piggy® and supermodels. It becomes the most successful Frito-Lay new product launch to date. Chester Cheetah - the world's coolest cat and the official "spokescat" for CHEETOS® Snacks since 1986 - stars in a new television commercial in which the cartoon character appears with live actors. 1997 - Frito-Lay purchases CRACKER JACK® brand from Borden. Sailor Jack and his dog, Bingo, have saluted every Cracker Jack package since 1918. "Dangerously Cheesy™" is introduced as new slogan for CHEETOS® brand. 1998 - Frito-Lay's line of WOW!® products made with Olean®, including low fat or fat-free versions of DORITOS®, RUFFLES®, LAY'S® and TOSTITOS® snack chips, is launched nationally.

1999 - Frito-Lay introduces a new corporate logo to communicate to consumers the wide portfolio of Frito-Lay products. The new logo is its first redesign in more than 20 years. In its national rollout, more than 8.5 million newspapers and 15,000 newsstands throughout the United States feature samples of and/or coupons for BAKED RUFFLES™ Potato Crisps, featured as "The More Potato Potato Crisp™." 2000s 2000 - CHEETOS® X'S and O'S™ Snacks becomes the first time a snack chip product contains two shapes in one bag! 2001 - CHEETOS® MYSTERY COLORZ™ X's and O's™ Snacks offers all the cheesy taste of CHEETOS® while magically changing from orange to green or blue when eaten! TOSTITOS® SCOOPS!™ Tortilla Chips, launched as "The Dip Lover's Chip," features a unique "cup" shape that allows the user to "Get More Dip With Every Chip." Frito-Lay introduces MUNCHIES® Traditional Snack Mix and ROLD GOLD® Snack Mix in Original and Colossal Cheddar flavors. LAY'S® Kettle Cooked Extra Crunchy Potato Chips is launched. Offered in a variety of flavors, which include Original, Mesquite BBQ, Sea Salt & Malt Vinegar and Jalapeno, LAY'S® Kettle Cooked chips are made the old fashioned way - sliced thick and kettle cooked to lock in flavor and crunch!.

2002 - Frito-Lay, the first company to include trans fat information on the nutrition label of its packaging, announces trans fats are being eliminated from DORITOS®, TOSTITOS®, and CHEETOS® -LAY'S®, FRITOS® and RUFFLES® never contained trans fats. A new multicultural line of snacks is launched in which Frito-Lay teams up with its Mexico-based sister company, Sabritas. ROLD GOLD® Braided Twists Pretzels is available in Classic Style and Honey Wheat flavors. BAKEN-ETS® Sweet N' Tangy BBQ Flavored Pork Skins is introduced. Indulge in great-tasting snacking fun with Baked! DORITOS® NACHO CHEESIER® and COOLER RANCH® Tortilla Chips TOSTITOS® GOLD™ Tortilla Chips is launched nationally. TWISTED CHEETOS™ Snacks is launched. 2003 - Frito-Lay's first-ever line of Natural snacks, including TOSTITOS® Blue Corn Natural Tortilla Chips, CHEETOS® Natural White Cheddar Puffs, and LAY'S® BBQ Flavored Thick Cut Natural Potato Chips, is introduced. All of the products in the Natural line are made with organic ingredients that have been certified by the U.S. Department of Agriculture's accredited certifying agency, Oregon Tilth. RUFFLES®, in celebration of the "re-birth" of RUFFLES® and advertising icon "Baby Horton," offers $50,000 in college tuition to the parents winning its "Would You Name Your Baby Horton?" contest. The winners are the first expectant, registered parents who had their newborn by May 20, 2003 and gave the baby the first name of Horton. BAKED! LAY'S® Potato Crisps is the first Frito-Lay product to carry an on-pack Smart Snack ribbon label designed to help consumers make informed snacking choices that fit into a healthy lifestyle. Products

designated as "Smart Snacks" meet criteria developed by Dr. Kenneth Cooper, one of the world's foremost experts on health, nutrition, and exercise. Sensible snacks contain 150 calories or less; have less than 35% of calories from fat, zero grams of trans fats, and 240 milligrams or less of sodium per 1 oz serving. LAY'S® STAX™ Potato Crisps, which are stacked in resealable, crush resistant containers, is introduced exactly 150 years after the invention of the potato chip. Frito-Lay launches print advertising campaign in both English and Spanish to announce America's favorite snack chips, including LAY'S®, DORITOS®, TOSTITOS®, FRITOS®, RUFFLES®, and CHEETOS® have zero grams of fat! DORITOS® Guacamole! Flavored Tortilla Chips introduced. DORITOS® brand ROLLITOS™ Bite-Size Tortilla Snacks offers great flavors and a powerful crunch rolled into a bite-size snack! Available in three flavors - NACHO CHEESIER®, COOLER RANCH®, and Zesty Taco. 2004 - Products classified as Sensible Snacks, containing 150 calories or less; have less than 35% of calories from fat, zero grams of trans fats, and 240 milligrams or less of sodium per 1 oz serving, reach over $1 billion in sales in 2003. FRITO-LAY MUNCHIES™ Kids Mix, the first salty snack with FDA approval for fortification, is launched! LAY'S® brand introduces a crispier, more golden product with a fuller, richer flavor and new packaging. Frito-Lay introduces ROLD GOLD® HEARTZELS™ Pretzels, the first pretzels to be certified by the American Heart Association. Launched on

Valentines Day, HEARTZELS™ is a great heart-healthy snack with less sodium than regular pretzels! DORITOS® White Nacho Cheese Natural Tortilla Chips and DORITOS® COOL RANCH® Natural Tortilla Chips are added to FritoLay's Natural line. In an independent, national taste test, consumers prefer the taste of LAY'S ® STAX™ Original Flavor Potato Crisps! Frito-Lay answers consumers' demand for carb-controlled snacks by introducing DORITOS® EDGE™ TOSTITOS® EDGE™ Tortilla Chips. 2005 - After originally introduced as a “limited time only flavor, Doritos Black Pepper Jack tortilla chips earned a permanent spot in the Doritos family due to the overwhelming consumer response. The new flavor was a combination of black pepper and pepper jack cheese with other spices and joined national favorites including Doritos Nacho Cheesier, Doritos Cooler Ranch, Doritos Guacamole and Doritos Salsa, as well as lower fat Baked! Doritos and Natural Doritos.

Brief summary of the organization
Introduction Tirupati sales agency which is authorized distributor of the “kurkure” and established 15th October 2005. Mr. Ashvin Patel, the sole owner of the “Tirupati Sales Agency” and only authorized distributor of “kuukure” in south Gujarat. The staff member of the “Tirupati Sales agency”. Mr. Ashivin Patel Arvind Mistri Painter Hussain Bhuran Katawala Chairman Marketing Executive Marketing Executive Marketing Executive

Generally people observe prominent qualities in a businessman. Mr. Ashvin Patel has certain exceptional qualities that have brough him to the forefront of the business. A person emission with self confidence and determination is the prime qualities of Mr. Ashvin Patel. He is known for his simple life style and spiritual interstes he is an avoid reder of the latest books. He belives in corresponding loyalty knowledge and action.

The main purpose of the each and every company to attract the customer about their product so they are create something change according to the behaviour of the customer. All the companies what to create brand positioning and image in the mind of customer. So the companies know the purchasing power of customer on bases of the buying behaviour. The customer behaviour studies how individual groups and organization select buy use and dispose of good services, idea or experience to satisfy their needs & wants. Customer buying behaviour is consist of the mental & physical activities which customer under take to get goods & services and get satisfaction from them.

 Problem Identification  Scope of the Study  Objectives of the Study  Limitations of the Study

Problem Identification
To find out the problem is the first stage of the research process. It represent translating the managing the problem in to research problem. “A problem well defined is half solved.” Problem Identification from the researcher’s point of view. Represent translating the management in to research problem customer buying behaviour is a special part of the marketing research without it you can’t complete your research. By studying customer buying behaviour the marketer can easily come to know about customer’s interest, purchasing power test and his attitude. Therefore the researcher is required to measure present customer buying behaviour for purchasing “Kurkure” therefore the researcher’s problem is to identified what are the criteria that prospective customer take into consideration before purchasingthe “Kurkure.”

Scope of the study
My survey study is related to particular area like karrgam, Varachha, Punagam etc. and the target respondents are retailers grossary shops, Bakery etc.

Objectives of the study
 To know the criteria for buying “Kurkure.”
 To know the customer’s views & Preferences about our product.

 To identify the target customer.
 To know the distribution channel of the kurkure.

 To get the practical knowledge of the market.

Limitation of the study
 The survey was conducted within the limited time frame i.e. only two month so few shortcoming may be expected.  The respondents personal bias may be another factors which is uncontrollable.  The area is limited.

 Introduction  Research Tools  Sampling Plan  Sampling Method  Sample design  Research design

Market survey should be conducted properly because that help the top management in decision making. A research gives the exact result only when the studies are properly conducted. It must know about the work “ Research” which engaged with the activity of research being basic concept. Research is one of French work which comes in to existence feom “researcher.” The meaning of it is “So search something deeply.” In fact research is an art of scientific investigation research is the systematic & intensive study directed towards a more complete knowledge of subject study and if start due to some specific question or problem. “Research is essentially an investigation a recording & analysis of evidence for the purpose of gaining knowledge.”

Research tools
The task of data collection begins after the research problem has been defined. There are basically two types of data: 1. Primary Data 2. Secondary Data

1. Primary Data
Primary data are those which collected a fresh and for the first time and thus they are original data the various method of collecting of primary data are:  Observation method  Interview method  Questionnaire method From these method, I have concentrated on a basic method of research named questionnaire method for the present research. Observation Method Observation may be defined as a systematic viewing of a specific phenomenon in its proper setting of gathering data for particular study. Observation method includes both “seeing & Hearing”. Interview Method The interview method of collecting data involve presentation of oral verbal stimuli and reply in terms of oral verbal responses. This method can be used through personal interview and if it possible through telephonic interview. Telephonic interview are used to collect the information from the customer. Questionnaire Method In this method the questionnaire is sent to the all the persons concerned with request to answer the questioner and return it. A questionnaire consist of number of question type on printed in definite order. A schedule questionnaire with multiple choice question was designed which were both open ended as well as close ended question.

2. Secondary Data
Secondary data are those which have been already collected by someone else and which have been passed though statistical process for the purpose of conducting this research I have used various secondary data such as:  Reference Book  Articles, Newspaper  Websites

Sampling means before deciding the method collection of data choosing from the observation, experimentation, interview & mail survey the researcher has to decide whether he want to collect the data from every unit of population or whether he will use portion of population. “Sampling is a process of selecting a segment from the universe or population to obtain information ascertain able reliability about the population.” Sampling Method There are number of sampling method available for the study. But I have been taken only random sampling method for the study. Random sampling gives equal chance for selecting to every unit in the population it is necessary that the selection of sample must be free from human judgment. There are two terms are related to random sampling 1. Simple random sampling. 2. Unrestricted random sampling. In case of simple random sampling sample is drawn without replacement which means the unit selected at each draw is not replaced in to the population before another draw is made. In case of unrestring sampling a sample is drawing with replacement.

Sample design A sample design is a definite plan for obtaining a sample from a given population. It refers to the technique of the researching would adopt in selecting items for the sample. Sample design is determined before data are collected. Sampling frame It means a list of sampling units from which a sampling units from which a sample is taken is called sample frame, which could be a telephone directory, a list of localities of city a map or any other consisting of all any other consisting of all sampling units of population it consist of names & addresses of target customer. Sampling unit The sample unit for this research constitute the organization that is the retailer grocery shop and Bakery who are sale the ‘Kukure’ in Surat city. Sample size The size of the sample should neither be excessively large nor too small. It should be optimum is now an optimum sample is one which fulfills the requirement of efficiency representative ness reliability and flexibility.

The formula is given below n= p x q (z/e)2 Where n= sample size p= probability of interested customer q= 1-p e= tollarable error z= level of confidence n= p x q (z/e)2 = 0.80 x 0.20 (1.96/1.05)2 = 0.76 x 156.64 = 245.86 so I have taken approximate 250 sample size.

Research Design A research design specifies that method and procedures fro conducting a particular study. The researcher should specify the approach be intends to use with respect to the proposed study broadly speaking research can be grouped in to three categories. 1. Exploratory Research Design 2. Descriptive Research Design 3. Casual Research Design 1. Exploratory Research Design An exploratory research design focuses on the discovery of ideas and is generally based on secondary data. 2. Descriptive Research Design A descriptive study is undertaken when the researcher want to know the characteristics of certain group such as age, sex, income, education level etc. 3. Casual Study A casual researcher is under taken when the researcher is interested knowing a cause and effect relationship between two or more variables.

SALES Positive Response Negative Response Total NO. OF RESPONDENTS PERCENTAGE 180 72.00% 70 28.00% 250 100.00%

Sales wise Analysis
180 180 160 140 Respondents 120 100 80 60 40 20 0 Positive Response Sales Nagetive Response Series1 70

Comments: The above chart shows that 180 respondents are given positive response and 70 respondents are given negative response.

2. Flavour wise Analysis
Flavour Guj Tamatar Twist Masala munch Chatpatachska Sank shaks Red chili All of above Total No. of respondents 3 41 41 41 30 136 292 percentage 1.03% 14.04% 14.04% 14.04% 10.27% 46.58% 100.00%

Flavour Wise Analysis 140 120

100 80 60 40 20 0
ist m un ch ch at pa ta ch sk a sn ak sh ak s re d ch il li al lo fa bo ve ar Tw

41 3




am at G uj T

M as al


Flavour Series1

Comment: Above chart indicate that 1% retailers are sale guj tamater twist 14% are sale masal munch, 14% are chatpata chaska, also 14% are sale snak shanks, 10% are sale Red chilli and 47% are sale in all of above Flavour.

3. Customer preference wise analysis
Flavour No. of respondents percentage Guj Tamatar Twist 4 2.22% Masala munch 81 45.00% Snak shaks 89 49.44% Other 6 3.33% Total 180 100.00%

90 80 70 Respondent 60 50 40 30 20 10 0

Customer preference Wise Analysis 89 81



Guj Tamatar Twist

Masala munch

snak shaks


No. of respondents

Comment: Above chart indicate that 2% cusomers’s favorite flavour is Guj. Tamater Twist, 45% customer’s favorite is masala much, 50% customer’s favorite flavour is snak shaks and 3% customer’s are select other flavour.

4. Age Wise Analysis
Age Less than 5 year 5 to 10 10 to 15 More than 15 Total No. of respondents 0 2 102 76 180 Percentage 0.00% 1.11% 56.67% 42.22% 100.00%

Age wise Analysis 120 100 Respondent 80 60 40 20 0 0 2 102 76

Less than 5 year

5 to 10 Age

10 to 15

more than 15
No. of respondents

Comment: Above chart indicate that 1% customers are comes in 5 to 10 year age, 57% customers are comes in 10to 15 years, and 42% customer are comes in more than 15 years age. for purchasing kurkure.


Size of Packet wise analysis

Size Of Packet 22 gm 14 gm 60 gm 140 gm Total

No. of respondents Percentage 103 57.22% 56 31.11% 17 9.44% 4 2.22% 180 100.00%
Size of Packet w A ise nalysis

120 100 Respondent 80 60 40 20 0



17 4

22 gm

14 gm

60 gm

140 gm
N of respondents o.

Size of Packet

Comment: Above chart indicate that 57% customer are purchase in 22 g.m packet many time, 31% customers purchase in 14 gm packet, 10% customer are purchase in 60 gm packet, and 2% customers are purchase in 140 gm packet.

6. Purchasing Criteria wise Analysis
Criteria Good Scheme Good Profit High Demand Other Total No. of respondents 29 60 84 7 180 Percentage 16.11% 33.33% 46.67% 3.89% 100.00%

Purchasing Criteria W A ise nalysis 90 80 Respondent 70 60 50 40 30 20 10 0 Good Sch e em Good Profit H igh Dem and Oth er 29 7 60 84

N of respondents o.

Comment: From the above chart we show that 16% retailers are select good scheme criteria, 33% Retailers are select good profit margin criteria, 47% Retailers are select high demand criteria and 4% Retailers are select other criteria.

7. Regularity of delivery of the product
Regularity No. of respondents Percentage Positive Response 145 80.56% Negative Response 35 19.44% Total 180 100.00%

Regularity of Delivery 35, 19%

145, 81%
Positive Response Nagetive Response

Comment: Above chart indicate that 81% Retailers are getting proper delivery of the product 19% Retailers are say delivery of the product is not proper.

8. Give Credit Period or Not
Credit Period Positive Response Negative Response Total No. of respondents Percentage 28 15.56% 152 84.44% 180 100.00%

Credit Period or not
28, 16%

Positive Response 152, 84% Nagetive Response

Comment : From the above chart we can see that 16% Retailer getting credit period and 84% are not getting credit period.

9. Price Affordable or Not
Price Positive Response Negative Response Total No. of respondents Percentage 143 79.44% 37 20.56% 180 100.00%

Price Affordable or Not
37, 21%

143, 79%

Positive Response Nagetive Response

Comment : Above chart indicate that 79% customers are says Price is affordable, 21% customer says price is not affordable

10. Improvement in Distribution Channel or Not
Improvement Positive Response Negative Response Total No. of respondents Percentage 31 17.22% 149 82.78% 180 100.00%

Im provem ent in Distribution channel
149 160 140 Respondent 120 100 80 60 40 20 0 Positive Response Im provem ent No. of respondents Nagetive Response 31

Comment: From above chart we see that 17% retailers are want improvement and 83% retailers are not want to improve in distribution channel.

11. Improvement in Kurkure or Not
Improvement Positive Response Negative Response Total No. of respondents Percentage 4 2.22% 176 97.78% 180 100.00%

Improvement In the Kurkure or not

176 180 160 140 Respodent 120 100 80 60 40 20 0 Positive Response Nagetive Response Criteria
No. of respondents


Comment The above chart shows that 2% customers are want to add some extra feature and 98% customers are satisfied with the kukure product.

12. Age Vs Flavour Wise Analysis
Guj Tumtater Masala twist Age Vs flavour wise analysis shaks munch Snak 0 0 2 2 4 0 1 40 40 81 0 1 55 33 89


Age Less than 5 year 120 5 to 10 10 to 15 100 More than 15 80 Total
60 40 20 0

Other 0 0 5 1 6

Total 0 2 102 76 180

other snak shaks masala munch G Tumtater uj twist

Less than 5 year

5 to 10 A ge

10 to 15

m ore than 15

Comment The above chart indicate that 31% customers are comes in 10 to 15 years age category who are purchase the kurkure in snak shak flavour many times.

13. Flavour Vs Size of Packet
Size of Packet 22 gm 14 gm 60 gm 140 gm Total Guj Tumtater twist 3 0 1 0 4 Masala munch Snak shaks Other 50 48 21 32 10 5 0 4 81 89

2 3 1 0 6

Total 103 56 17 4 180

F v uV S oPce la o r s ize f a k t

10 2 10 0 Respodent
o e th r

8 0 6 0 4 0 2 0 0 2 g 2 m 1 g 4 m S oPce ize f a k t 6 g 0 m 1 0g 4 m

sn ksh k a as m sa a la mnh uc G j T m te u u ta r tw ist

Comment The above chart shows that 28% customer are purchase 22 gm. Packet of the kurkure in masala munch flavour many time.

14. Age Vs Size of Packet

Age Less than 5 year 5 to 10 10 to 15 More than 15 Total

22 gm 0 0 50 53 103

14 gm 0 2 52 2 56

60 gm 0 0 0 17 17

140 gm 0 0 0 4 4

Total 0 2 102 76 180

A Vs S of P ge ize acket 120 100 Respondent
140 gm 60 gm 14 gm 22 gm

80 60 40 20 0 Less th n 5 a yea r 5 to 10 A ge 10 to 15 m th n 15 ore a

Comment The above chart indicate that 53 customers comes in more than 15 years age category who are purchase 22 gm packet of the kurkure frequently.

Hypothesis Testing

Z cal =

p- P




p = No. of retailer are willing to purchase n

0.72-0.80 0.80*0.20 250

= 180/250 = 0.72

0.08 0.025

3.2 < 1.96
As the above results show that it is higher then 1.96 so we will reject the null hypothesis.

 It shows that 72% respondents are give positive response means they are sale the kurkure and 28% respondents are give negative response means they are not sale the kurkure.
 47% retailers are sale the kurkure in all the flavour and 53%

retailers are sale the kurkure in two or three flavour.  50% retailers have said that the customers favorite flavour is snak shaks and 45% retailers have said that the customer’s favourite flavour is masala munch.  57% customers are comes in 10 to 15 year. Age and 42% customers are comes in more than 15 year age.
 The chart shows 57% customers are prefer 22 gm packet

and 31% customers are prefere 14 gm packet.
 47% retailer are purchase the kurkure due to high demand

criteria and 33% customers are purchase due to good profit margin criteria.
 81% Retailers have said that the delivery of the product is

regular and 19% retailer have said the product is not regular.

delivery of the

 Only 16% retailers get some credit period and 84% are not get credit period.  79% retailers have said that the price is affordable and 21% retailers have said that the price is not affordable.  17% retailers are want to improvement in the distribution channel 83% retailers are satisfied with distribution channel.  Only 2% customers are add in extra features and 98% customers are satisfy with the kurkure.

 55 customer are whose age comes in 10 to 15 year they

prefer sank shak many a time and 40 customers are whose age comes in more than 15 year they purchase in masala munch flavour many time.  50 customers are purchase masal munch in 22 gm packets many times and only 4 customers are purchase snak shaks in 140 gm packets.  Only 2% customers whose age is more than 15 year they purchase the kurkure in 140 gm packets.

 Some respondents suggest that the company should give some credit period.  Some retailers suggest that the company should give some discount on cash payment.  Some retailers told that the company should make small size of packets and try to decrease the price of the kurkure.  Some retailers have said that the company should increase the salesmen.  Some retailer suggest that they should take regular visit and give proper delivery of the product at regular time.

 Marketing Management - by Phillip Kotler  Marketing research - By G.C. Beri  Website

Name: ______________________________________________ Address: ____________________________________________ Contact no: __________________________________________
(1)Do you sale the Kurkure?

 Yes  No
(if the answer is yes then go to next) (2) In Which Flavor You Sell The Kurkure ?

 Gujrati tamatar twist  Masala munch  Chatpata chaska  Snak shaks  Red chilli chataka  All of above
(3) Which Flavor Is The Customer’s Favorite?

 Gujrati tamatar twist  Masala munch  Snak shaks  Other
(4)Which Age Customers Are Mostly Purchase The Kurkure?

 Less Then 5 years  5 to 10 years  10 to 15 years  more then 15 years
(5) Which Size Of Packages The Customers Preferred Many Times?

 22 gm  14 gm  60 gm  140 gm

(6) From whom you are purchasing the Kurkure?

 Company  Wholesaler
(7) Why you are purchasing the kurkure from the above mentioned answer?

 Due to good schema  Due to good profit margin  Due to high demand  Others
(8) Are you getting the proper delivery of the product in regular time?

 Yes  No
(9) Is the company/wholesaler give good credit period to you ?

 Yes  No
(10) Is the price of the kurkure affordable for customer?

 Yes  No
(11) Are you want to make any improvement in your distribution Channel?

 Yes  No
(12) If yes please specify ______________________________________________ (13) Are you want to any extra feature to be add in the kurkure?

 Yes  No
(14) If yes then please specify _____________________________________________

(15) Suggestion about kurkure if any _____________________________________________

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