1

1.1 INTRODUCTION The marketing era began in the mid 1950s. Companies, for the first time identified the importance of consumer needs and wants in the exchange process between the buyer and the seller. Thus, a period of customer orientation began. At this stage, companies focused on marketing, rather than on selling: they also embraced the concept of coordinated marketing management, which was directed towards the twin goals to customer orientation and production. The American marketing association defines marketing as ³the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational goals´. In a business organization, the marketing division generates the revenues essential for the survival and the growth of the firm. The finance department manages these revenues and the departments like R&D, production etc. use them to create products and services. But the real challenge to marketers lies in generating those revenues profitably by satisfying customers in a socially responsible manner. In this period of globalization, factors like economic crisis, differences in standards of living, imbalances in income distribution, environmental degradation, political unrest and a plethora of other social and economic problems tend to create the challenges and threats faced by companies and nations. While these factors can be threats to business marketers, try continuously to convert them into opportunities. Thus marketing plays a significant role in successfully running a business. Today, it¶s commonly accepted that strong brands accelerate business performance, with the power to lift the companies, their products and services from obscurity commodity status to positions of prominence in their market places. Brand can be defined as µ the internalized sum of all the impressions received by the customers and consumers resulting in a distinctive position in their minds eye based on perceived emotional and functional benefits¶ Ideally the brand that emerges is a positive one, leading to trust, loyalty and advocacy for your offerings, increasing shareholder value and establishing long term advantage in the market place. Now branding is an integrating business practice. The act of associating a product or service with a brand has become a part of pop culture. Most products have some kind of brand identity, from common table salt to designer clothes. 1 India is the second largest producer of fruits and vegetables in the world. India¶s food processing sector covers fruits and vegetables, meat and poultry, milk and milk products, alcoholic beverages, fisheries, plantation, grain processing and other consumer product groups. The food processing industry is one of the largest industries in India. It is ranked fifth in terms of production, consumption, export and expected growth. As today¶s life style has changed tremendously, there has been a wide change in the eating habits of the people. Food manufacturers are developing new products to meet the changing tastes, texture and health and wellness consideration of consumers. The popularity of ready to eat packs and the bottom lines of eateries have a story to tell. Traditional dominance of women in the kitchen is getting diluted with instant food, offering convenience of easy and simple working. Keeping these aspects in mind, Manjilas food products have started to cater the changing taste and appetite of the consumers. Manjilas group have 50 years of experience in rice industry. Their core business is rice and rice based products marketed under the brand name of µDouble Horse µwhich is the first brand introduced in rice and rice products in Kerala. Double Horse has over 14 varieties of rice. The company with a turnover of Rs60 Cr. and with a market share of nearly 20.5,Manjilas currently touches 20 lakh households through 5000 plus retail dealers worldwide. Rightly sensing the fast changing life style and eating habits of keralites, due emphasis is given to instant foods and ready to eat products by Manjilas. At the same time, this would help to promote the taste of traditional Kerala food among the new generation as well. This project titled, The study on THE IMPACT OF THE CUSTOMER BRAND AWARENESS ON CONSUMER BUYING BEHAVIOR, WITH SPECIAL is REFERENCE TO MANJILAS GROUP OF COMPANYS AGRO FOODS PVT LTD, intended to access and to acquire knowledge of how much customer AWARE a product and how his preference influences the buying decision. At the same time this project also shows light on price preference, quality, consumption rate etc, of customers and retailers. Customer awareness in general describes people¶s perception and cognitive reaction to a condition or event. Awareness does not necessarily imply understanding as it is an 2 abstract concept. Awareness may be focused on an internal state, such as an instinctive feeling, or on external events such as sensory perception. Customer awareness is the capacity of the consumers to recognize or remember a product and there is a linkage between the brand and the product class, but the link does not have to be strong. Customer awareness is the process from where the customer is just known to a level when the customers have put the product on the higher rank the product has become the ³top of mind´ This project is intended to measure the customer awareness on the double horse food products and to give necessary suggestions to create and gain loyal customers. 3 The problem under study was to understand how far the customers are aware of double horse food products and the influence of awareness on buying decisions. Manjilas group have 50 years of experience in rice industry. dealing in rice and rice based products. The title of the project as a ³study on the impact of the customer brand awareness on customer buying decision.3. Their core business is rice and rice based products marketed under the brand name of µDouble Horse µwhich is the first brand introduced in rice and rice products in Kerala. The comprehensive statement of the problem can be thus stated as: Whether the brand awareness impact on customer buying decision? 1. before an unfamiliar brand. Many marketers experience confusion on this point. If not what are the factors that have a greater effect while making the decisions and also help to measure the satisfaction level of the consumer on the product offered. Manjilas group of companies is a private company. The existence of every business organization depends up on it¶s ability to attract potential customers and to retain the existing customers. According to the theories consumers choose a brand they recognize. customers are considered as a µking¶. Customer awareness is a process from where the customer is just known to a level when the consumers have put the product on a higher rank. with special reference to manjilas group of companies Pvt Ltd. Brand awareness is not everything.1. 4 . the product has become the µtop of mind¶.2 RESEARCH PROBLEM In the present scenario. but the link does not have to be strong. Brand awareness is vitally important for all brands but high brand awareness without an understanding of what sets you apart from the competition does you virtually no good. and there is a linkage between the brand and the product class. Consumer awareness is the capacity of the consumers to recognize or remember a product. It also helps to understand to what extend brand awareness matters when purchase decision is being made. SIGNIFICANCE OF THE STUDY The study was conducted to analyze the customer awareness about µdouble horse food products of manjilas Pvt Ltd¶. The product or services that are perceived favorably have a much better chance of being purchased than the product with unfavorable or neutral image. SCOPE OF THE STUDY The scope of the study is to determine how much the customers are awared about the double horse food products. The present study. and improving upon which the company may strengthen its customer base. and highlighting the key areas which require some concern on part of manjilas group of companies pvt ltd. The study also focuses to evaluate the price preference of the product. findings and suggessions put forward my me is expected to have immense use for future research with similar studies in the same concerned area. In the absence of direct experience or other information. The study focus on the double horse food products. analysis.4.This study helps in understanding customer awareness of Double horse food products. consumer often relay on price as an indicator of quality. 5 . The scope of the study more over lies in finding out the perception of customers in thrissur in responses taken by 50 customers during a period of 21 days. 1. Consumers often judge the quality of a product on the basis of variety of informational clues. This study also helps the researcher in analyzing the brand image of the product. The study also centered in analyzing the consumption rate of customers and retailers. which is the brand product of manjilas group of companies private ltd. It also reveals the price at which the product is demanded and is consumed in the market. The study is mainly focused on customer and retailer awareness of the product. 1 Primary Source Primary data will be collected through questionnaires from customers. To find out the preference of customers on double horse food product with compared to other competitors To find out the perception of the customers on double horse food products 1.2. The major purpose of descriptive research is description of the state of affairs as it exists at present.The research design for the purpose of the study is Descriptive in nature.1 Research Design A research work will be successful. Research methodology underlines the various steps involved by the researcher in systematically solving the problem with the objective of determining various facts.6.6 RESEARCH METHODOLOGY To define any research problem and give a suitable solution for the problem. The main characteristics of this method are that researcher has no control over the variables. 6 . a sound research plan is inevitable. only with a sound research design . 1.6. 1. 1.5. OBJECTIVE OF THE STUDY Main objective To identify the influence of brand awareness in customer buying decision Secondary objective To identify the role of promotional activities creating brand awareness.1.2 Sources of Data Collection Data used for the research will be collected from both primary as well as secondary sources. The researcher can only report what has happened or what is happening.6. company records.6 Sampling procedure The sampling procedure adopted in the present study is convenience sampling. 1. by what means concerning an inquiry or a research study constitute a research design. All the samples under study is selected from the above mentioned unit. 7 .2. 1.5 Sample Size As a part of the study population sample of 50 customers from as sample will be selected ofor data collection.6.1.3 Instrument of Primary Data Collection Questionnaire.3 Sampling Design A sample design is a definite plan for obtaining a sample from a given population. how much.6. Decisions regarding what. commercial magazines and websites etc. 1.6. All the necessary data will be collected from the selected sample using questionnaires. In this the population is classified into rural and urban areas. with customers will be held as the instrument of primary data collection.4 Sampling Unit The research will be done at Thrissur in the state of Kerala.6. 1. where.2. when.8. 1.6. which are collected from some earlier research work.2 Secondary Source Secondary data on the other hand includes those data. 8 . cost and coverage. The present project is no exception. In spite of precautionary measures and meticulous planning of the schedule for undertaking the project.7 LIMITATIONS OF THE STUDY Every study or project has 2 faces. Some respondents have not given their explicit opinion Though with these limitations. This study is an academic effort and so is limited by. One that states its advantages while the other reveals its limitations. The sample is taken from single district only. It could have been taken from different District for more relevant result. there may be inevitable limitations. The sample size selected for the research study is only 50.1. I am satisfied with the work conducted as it is carefully administered keeping in line with the advice of my experts. which are as follows: y y y y y y Personal bias and prejudice of the respondents could have affected the result of the study. and other communications. their cattle so they could later identify their herd as their own. conversations. a symbol. 9 . The concept of branding also developed through the practices of craftsmen who wanted to place a mark or identifier on their work without detracting from the beauty of the piece. a customer was someone who frequented a particular shop. LITERATURE REVIEW Customer A customer refers to individuals or households that purchase goods and services generated within the economy. ranch owners branded. or a unique identifier such as a logo or trademark. who made it a habit to purchase goods there. and with whom the shop keeper had to maintain a relationship to keep his or her ³custom´ meaning expected purchases in the future. when used as a noun. These craftsmen used their initials. expectation may be set or adjusted to correspond to known product capabilities or service. Customer expectations are influenced by cultural values. surveys. a product name. Assisting in determining needs can be a valuable service to the customer. data mining or other methods of collecting information.2.1. both with other sources. The word historically derives from ³custom´ meaning ³habit´. Different needs are of verifying importance to the customer. Brand The word "brand". or marked. Both customer needs and expectations may be determined through interviews. In a time before fences were used in ranching to keep one's cattle separate from other people's cattle. Customers at times do not have a clear understanding of their needs. advertising marketing . In the process. Customer needs may be defined as the goods or services a customer requires to achieve specific goals. can refer to a company name. or another unique mark to identify their work and they usually put these marks in a low visibility place on the product. Branding today is used to create emotional attachment to products and companies. much more than just creating a way to identify a product or company.Not too long afterwards. which reflects the ability of consumers to name your brand when given the product category. it just means they recognize your brand and can identify it under different conditions. or some other similar cue. category need. which is the ability of consumers to confirm that they have previously been exposed to your brand. then that producer's mark or brand came to represent superiority. and brand recall. 10 . Aided awareness occurs when you show or read a list of brands and the person expresses familiarity with your brand only after they hear or see it. Consumers would actually seek out certain marks because they had associated those marks in their minds with tastier beef. sophisticated artwork. and overall better products. attach a high value to. Branding efforts create a feeling of involvement. Today's modern concept of branding grew out of the consumer packaged goods industry and the process of branding has come to include much. Brand awareness consists of both brand recognition. Brand awareness Brand awareness is when people recognize your brand as yours. high quality cattle and art became identifiable in consumers¶ minds by particular symbols and marks. or symbol. This does not necessarily mean they prefer your brand (brand preference). a sense of higher quality. mark. and an aura of intangible qualities that surround the brand name. higher quality pottery or furniture. If the producer differentiated their product as superior in the mind of the consumer. Top-of-mind awareness occurs when you ask a person to name brands within a product category and your brand pops up first on the list. or associate any superior attributes to your brand. Brand awareness is vitally important for all brands but high brand awareness without an understanding of what sets you apart from the competition does you virtually no good. interest groups. In 2006. on the walls of an airport walkway. and Band-Aid® come to mind? These brands enjoy strong top-of-mind awareness in their respective categories. Advertisements are often placed anywhere an audience can easily or frequently access visual. video games. audio and printed information. Advertisements are seen on the seats of shopping carts. Advertising spending has increased dramatically in recent years. radio. cinema. Advertising a useful tool for creating customer awareness Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. and military recruiters. Many marketers experience confusion on this point. Organizations that frequently spend large sums of money on advertising that sells what is not. When you think about facial tissue. Every major medium is used to deliver these messages. Advertising is often placed by an advertising agency on behalf of a company or other organization. advertisements sometimes embed their persuasive message with factual information. religious organizations. 11 . gelatin. Non. do the brands Kleenex®. a product or service include political parties. and may rely on free modes of persuasion. and the latter to exceed $500 billion by 2010. magazines. spending on advertising has been estimated at $155 billion in the United States and $385 billion world wide.profit organizations are not typical advertising clients. and are heard in telephone hold messages and in-store public address systems. including television. newspapers. the internet and billboards. For these purpose. Many advertisements are designed to generate increased consumption of those products and services through the creation and reinforcement of ³brand image´ and ³brand loyalty´. strictly speaking. on the sides of buses. such as public service announcements. Jello®. and adhesive bandages. such as management. Resellers are those that hold and sell the company¶s product. and insurance companies. and consulting. Financial intermediaries are institutions such as banks. sell. marketing intermediaries. and best buy. customer markets. Another aspect of micro environment is the customers. The market environment consist of both the macro environment and micro environment The micro environment refers to the forces that are close to the company and affect its ability to serve its customers. business markets. purchasing. For example.HOW MARKET ENVIRONMENT AFFECTS CUSTOMER AWARENESS The market environment is a marketing term and refers to all of the forces outside of marketing that affect marketing management¶s ability to build and maintain successful relationship with target customers. Marketing managers must watch supply availability and other trends dealing with suppliers to ensure that product will be delivered to customers in the time frame required in order to maintain a strong customer relationship. and financial intermediaries. Marketing services agencies are companies that offer services such as conducting marketing research. physical distribution firms. The company aspect of micro environment refers to the internal environment of the company. It includes the company itself. The 12 . target. Physical distribution firms are places such as warehouses that store and transport the company¶s product from its origin to its destination. This includes all departments. marketing services agencies. The suppliers of a company are also an important aspect of the micro environment because even the slightest delay in receiving suppliers can result in customer dissatisfaction. These are the people that help the company promote. research and development have inputs as to the features a product can perform and accounting approves financial side of marketing plans and budgets. competitors and publics. operations and accounting. and reseller markets. Each of these departments has an impact on marketing decisions. government markets. it¶s suppliers. research and development. international market. They match the distribution the customers and include places such as Wal-mart. credit companies. and distribute its products to final buyers. advertising. These are different types of customer markets. Marketing intermediaries refers to resellers. finance. To remain competitive a company must consider who their biggest competitors are while considering its own size and position in the industry. These are the same companies mentioned as market intermediaries. An example of demography is classifying groups of people according to the year they were born. International markets include buyers in other competitors are also a factor in the micro environment and include companies with similar offerings for goods and services. This is a very important factor to study for marketers and helps to divide the population into market segments and target market. Local publics are neighborhood and community organizations and will also question a company¶s impact on the local area and the level of responsibility of their actions. location. can cause sales to go up or down because the general public is often the company¶s customer base. Demography refers to studying human population in terms of size. natural forces. The final aspect of the micro environment is publics. The macro environment refers to all forces that are part of the larger society and affect the micro environment. the internal publics include all those who are employed within the company and deal with the organization and construction of the company¶s product. It includes concepts such as demography. and occupation. technology.consumer market is made up of individuals who buy goods and services for their own personal use or use in their house hold. The general public can greatly affect the company as any change in their attitude. Government publics can affect the company by passing legislation and laws that put restrictions on the company¶s actions. density. financial publics can hinder a company¶s ability to obtain funds affecting the levels of credit a company has. This is different from the reseller market which includes business that purchases goods to resell as is for a profit. And finally. The company should develop a strategic advantage over their competitors. Citizen-action publics include environmental groups and minority groups and can question the actions of a company and put them in the public spotlight. which is any group that has an interest in or impact on the organization¶s ability to meet its goals. For example. Media publics include newspapers and magazines that can publish articles of interest regarding the company and editorials that may influence customer¶s opinion. Business markets include those that buy goods and services for use in producing their own products to sell. gender race. economy. These classifications can be referred to as baby boomers . whether positive or negative. The government market consists of government agencies that buy goods to produce public services or transfer goods to others who need them. generation x . who are born between 1965 13 . who are born between 1946 and 1964 . age. politics and culture. workforce changes and levels of diversity in any given area. pollution can go as far as negatively affecting a company¶s reputation if they are known for damaging the environment. This includes all developments from antibiotics and surgery to nuclear missiles and chemical weapon s to auto mobiles and credit cards. The political environment includes all laws. and generation y . The concern in this area is the increased pollution. Industrial economies have markets that are diverse and carry many different types of goods . geographic shifts . This includea the natural resources that a company uses as inputs and affects their marketing activities. As these market develop it can create new market and new uses for products. This refers to the purchasing power of potential customers and the ways in which people spend their money. Some products are regulated by both state and federal laws.and 1976 . Within this area are two different economies . Each classification has different characteristics and causes the find important. The last concern government intervention can make it increasingly harder for a company to fulfill their goals as requirements get more stringent. rather than becoming out dated and suffering the consequences financially. for 14 . These are even restrictions for some products as to who the target market may be. The technological environment is perhaps one of the fastest changing factors in the macro environment. the ability to create a companies products gets much harder. Another aspect of the macro environment is the economic environment. It also requires a company to stay ahead of others and update their own technology as it becomes outdated. who are born between 1977 and 1994. government agencies. shortage of rawmaterials and increased governmental iintervention . and groups that influence or limit other organizations and individuals within a society. The natural environment is another important factor of the macro environment. Also. It is important for marketers to be aware of these restrictions as they can be complex. They must stay informed of trends so they can be part of the next big thing. subsistence and industrialized.as rawmaterials become increasingly scarcer . This can be beneficial to a marketer as they can decide who their product would benefit most and tailor their marketing plan to attract that segmet. Subsistence economies are based more in agriculture and consume their on industrial output. each is important to the markrter because each has a highly different spending pattern as well as distribution of wealth. Demography covers many aspects that are important to marketers including family dynamics . sales orientation encourages opportunistic means if these are necessary to make the sale. and secondary beliefs. that is. Customer ± oriented sales people tend to exhbit behaviors that enhance long term customer satisfaction. which consist of institutions and basic values and beliefs of a group of people. It involves a continuous improvement in business process. it is important to know the difference between the two and to focus your marketing campaign to reflect the values of a target audience. which passed on from generation to generation and very difficult to change. Customer orientation another way to create customer awareness: Customer orientation is the set of beliefs in sales that says that customer needs and satisfaction are the priority of an organization.g. possibly at the expense of long term satisfaction. possibly at the expense of immediate sales. As a marketer. He final aspect of the macro environment is the cultural environment. Aa salesperson can never adopt both attitudes in serving a customer. These are also many restrictions on subliminal messages and monopolies.g. It is ³the business seen from the point of view of its final result. which tend to be easier to influence. When dealing with the marketing environment it is important for a company to become proactive. from the customer¶s point of view´. By doing so. I try to find out what kind of product would be most help ful to a customer) and dialogue (e. Customer orientation and sales orientation are two extremes in dealing with customers.example. Customer orientation places n emphasis on listening to customers(e. I try to get customer to discuss their needs with me). this is a very important aspect for a marketer to monitor. 15 . this is often. It focuses on dynamic interactions between the organization and customers as well as competitors in the market and its internal stake holders. they can create the kind of environment that the will prosper in and can become more efficient by marketing in areas with the greatest customer potential. On the other hand. It is important to place equal emphasis on both the macro and micro environment and to react accordingly to changes within them. As laws and regulations change often. Sales-orientad sales people tend to focus on immediate sales regardless of customer benefit. cigerrates should not be marketed to younger children. The values can be further categorized in to core beliefs. written and timed ± turn up the volume on your media announcement. Specialized dissemination services -. milestone recap and related timeline. 2) Keep Your PR Tool Kit Up-To-Date The basic tools for being reporter friendly are: well-written news releases. Business Wire. Where do you get the e-mail addresses? Check the contact section of the media outlet¶s website or subscribe to a media contact data source such as Bacon's MediaSource. and technical documents such as white papers and case studies. text messages or podcasts to busy journalists).such as PR Newswire. PR Web. not something contrived or self-serving that you think should interest the media. on the whole. rather than being full of puffery and information only of interest to you. media/press kit (both online and hardcopy). accurate and engaging coverage. the most preferred form of communication for reaching the news media (versus unsolicited phone calls. The more information you are able to provide an interested reporter. backgrounders and history documents. 4) Become Skilled At E-mail Campaigns E-mail is. Burrelles Luce MediaContacts or Bulldog Reporter MediaBase . 16 . PR.com and PR Leap ± can give your news release added exposure to both the media and potential customers searching the Internet for your products or services as the release remains posted online. 3) Utilize Newswire Services Newswires ± effectively selected. photography (high resolution required for print reproduction). You¶ll have far greater success garnering news coverage if your announcement is based on a proven news hook.Seven Tips To Boost Brand Awareness 1) Focus On Your Newsworthy Attributes The news hook is an important information trigger that actually interests news editors and reporters. bios of key employees. fact sheets and Q&A documents. the more likely your encounter will result in thorough. who make decision to buy product. contact and woo sales. like you¶re reading now. close sales. are PR Newswire¶s ProfNet and PRSourceCode.5) Make Use Of Leads Services The leads service is a special PR tool that allows reporters on deadline to reach out to companies and individuals for information and interviews. The focus of the award gives the recipient a reason to expand on the particular topic by providing additional information and related photography. Almost all the products.' The article looks at how some of the new tools such as LinkedIn.000 employees or less).´ 6) Share Your Expertise Via Articles Bylined articles. a seller is concerned with. WHAT IS BUYER BEHAVIOUR? The wealth of products and services produced in a country make our economy strong. A short paragraph at the end of the article usually recaps the author¶s credentials. and provides the reader with website contact information. and other Web 2. Examples of these services. In order to be successful. which are available to buyers.0 tech stuff are changing the way companies prospect for sales. 7) Win Awards To Attract Attention Receipt of an industry or community award is a legitimate news hook that can help attract the attention of editors and reporters and ultimately gain valuable media exposure. explains his/her company or organization title and affiliation. Opportunities can range from a 250word squib to a 2.0. available by subscription. are when you write articles for the print media (usually at the invitation of the editor) about your area of expertise. Here¶s an example of a recent Profnet Query: ³I am writing a story for a national business publication roughly titled 'Sales 2. have a number of alternative suppliers: substitute products are available to consumers. I am only interested in talking to small and medium-sized businesses (with 1. Jigsaw. Therefore a seller most of his time. 17 . and then keep customers happy. the prestige of receiving one or several industry awards offers the ³awareness lift´ necessary to secure a profile or full feature about your company or organization.000-word feature. seeks buyers and tries to please them. Quite frequently. and thus there arises a deviation from the budgeted items and expenditure. they might have purchased some items. which are not in the budget. all the behaviour of human beings during the purchase may be termed as ³buyer behaviour´. by appropriating the amount to different needs. 18 . It may happen that after a trip to the market.sits down along with his wife and prepares a family budget.y y y y y y Who is the customer? What do consumers buy? When do consumers buy? How do consumers buy? From where do consumers buy? Why do consumers buy? A buyer makes a purchase of a particular product or a particular brand and this can be termed ³ product buying motives´ and the reason behind the purchase from a particular seller is ³ patronage motives´ When a person gets his pay packet. and if he is educated . that Indian rise can turn even the most ordinary dishes into delicacies. and sugar industries. export and growth prospects.3. this unique grain helps sustain two-thirds of the world¶s population. Besides these. India is one of the worlds¶ major food producers.5 percent of international food trade. Today India is self sufficient in rice. jute. generating 19 . providing direct employment to about 70% of working people in the country.1 Food industry Throughout history rice has been one of man¶s important foods. the rich. which enhance shelf life of food products.1. Rice is the staple food from breakfast to dinner dessert. for minimizing pre/post harvest wastage. Today agriculture is the backbone of India¶s economy. The Government has accorded it as a high priority. easy digestibility and above all. packaging etc.2 Growth Promotional Activities Rice is the is the backbone of India¶s economy providing direct employment to about 70% of working people in the country. It forms the basis of many premier industries in India. Food processing involve any types of value addition to agriculture or horticulture produce and also include processes such as grading.1. Today. Archeological evidence suggests that rice has been feeding mankind for more than 5. The food processing industry provides vital linkages and synergies between industry and agriculture. Including the textile. The food processing industry sector in India is one of largest in terms of production.1 INDUSTRY PROFILE 3. The high nutritional value low fat content.rice production exceeds 100 million tones annually since 1988. but accounts for less than 1. Adoption of modern varieties(MV). It forms the basis of many premier industries of India. Rice caters to every application in the lives of the people especially of south India rice is available in a wide range of varieties that suit various taste-brown rice and white rice in round grained and long grained varieties. Little wonder then. there are specialty rice varieties for the varied traditional users of rice in kitchen all over the world. distinct aroma of rice give the enviable stature. 3. with a number of fiscal incentives to encourage commercialization and value addition to agricultural produce. consumption.000 years. Through a combination of increasing in the area under cultivation and increase in cropping intensity. sorting. 3 lakh tones as on the last count. with a 20 per cent share. but well below earlier expectations. little overall growth is currently expected in the region. only half a million tone less than last season¶s level. At 6. major setbacks are expected to depress output below last season¶s level in the Democratic Republic of Korea. Adverse growing conditions in the form of typhoons.3 lakh tones in 2005-06 compared to 13. Tamil Nadu and Uttar Pradesh received below normal precipitation. Malaysia. while rainfall was above average in Orissa. Several countries. Indonesia. over a period of 24 years. barley and millets like jowar (great millet). drought. As a result. In 2005 -06. particularly in Bangladesh. The country is self sufficient in grain production and is the second largest rice producer in the world. such as Assam. the 2006 monsoon season. Nepal.5 million tones less than last season. but also Cambodia. The total production of rice has also come down in tandem: it stood at 6. floods. meat and poultry. India. This means that the state witnessed a decrease of 63 percent in paddy area over a period of 44 years. high protein foods etc. 20 . floods and disease problems with the result that production is now forecast to rise only marginally compared with 2005. bajra (pearl millet) and ragi (finger millet) are produced in the country. it can meet only around one fifth of the states total annual consumption of 30 lakh tones. India¶s food processing sector covers a wide range of products like fruit and vegetables. according to the latest report of the Department of Economics and Statistics. Production in Asia is now forecasted at 570 million tones.35 to1. plantation products. By contrast. diseases and insect attacks severely undermined paddy production prospects in 2006.39 lakh tones in 1981-82. which ended in September.53 lakh hectares in 1961 ± 62. maize. soya based products mineral water. where heavy rainfall in August brought relief to the main crop. wheat. milk and milk products.76 lakh hectares as against around 7. All major grainspaddy. In India. fisheries. may witness an increase. the Islamic Republic of Iran. FAO is consequently anticipating production in the country to harvest 1. Crops in China were also affected by droughts. the Philippines and Vietnam. Thailand and Viet Nam. alcoholic beverages. Korea. has been erratic and several important rice producing states. India produces about 200 million tones of different food grains every year. Myanmar. Japan. Thus. the rice production has fallen by more than 50 percent.employment and export growth. the total area under paddy stood at 2. however. 5 percent. Well seasoned appams and periappams. Whole over the world especially malayalies are the regular user of rice powder. B group vitamins are found in rice grains as in wheat. India and Burma should be regarded as the origin of cultivated rice. 21 . or dosa. onions and other morning culinary delights. Rice powder is an important exporting food. It had probably been the staple food and the first cultivated crop in Asia. Rice contains low fat about 2 to 2. The protein content is less than wheat.17 percent. Valuable protein. an oval spread of the same ingredients.3 Rice industry . Japonica rice that accounts for around 12% of global rice trade.origin and history The origin and history of rice industry probably dates back to the antiquity. Basmati rice accounts for around 10% of global trade and glutinous rice accounts for most of the remainder. Rice powder based industry is an essential rice based industry in India. However much of the loss of nutrients can be avoidable through parboiling process. The calcium content in rice is generally low. made by mixing this pastes with tomatoes. RICE POWDER The essential ingredient of the daily diet is the rice after the morning dose of coffee. a typical malayali house hold serves breakfast that may either consist of soft idlies. The embryo and aleuronic layer of rice are removed during the course of milling. Nutritional value of rice Rice is primarily a high energy or high caloric food. vitamins and minerals are lost in the milling process of rice. In milling process much of the fat is lost. prepared out of a paste of fermented rice and black pulses.1.3. As per archeological evidences. Types of Rice There are primarily four distinct types of rice: India accounts for more than 75% of global trade. The biological value of this protein is high. The protein content of milled rice is usually 6. By-products The by- products of rice milling are used for a variety of purposes. Rice bran is the most valuable by- product of rice milling industry. It is obtained from the outer layers of the brown rice. Generally, rice bran consists of pericarp, aleuronic layers, germ and a part of endosperm. Bran removal amounts to 4 to 9 percent of the weight of paddy milled and is abundant in oil. Raw rice bran contains about 18 to 20 percent oil whereas parboiled rice bran contains about 22 to 25 percent oil. The de-oiled bran, which is a rich source of protein (about 17 percent) and vitamins (vitamins A and E), is used as cattle feed and poultry feed. It is a good source of foreign exchange earnings. Rice hustles can be used in manufacture of insulation materials, cement and card board. It is also used as litter in poultry keeping. Rice straw is used as cattle feed and it is also used a slitter during winter season. 3.1.4 Growth stage Rice production in India has increased during the last 51 years by nearly 44 percent or 4.4 times from 20.58 million tones in 1950 to nearly 91.05 million tones during 2001-02.Rice is the most important crop of India. And it occupies 23.3 percent of gross tropical area of the country. Rice contributes 43 percent of total food grains production and 46 percent of the total cereal production. It continues to play vital role in the national food grain supply. Asia accounts for 90percent and 92 percent of world¶s rice area and production respectively.1/3 rd of Asia¶s rice production is consumed in china and 1/5th in India Among the rice growing countries in the world, India has the largest area under rice crop and ranks second in production next to china. Other important rice producing countries are Indonesia, Bangladesh, Vietnam, Myanmar, Thailand, Japan, Brazil etc. 22 3.2 COMPANY PROFILE Manjilas rice saga began from the humble environs of the rice bazaar, Thrissur which is the cultural capital of Kerala. It was here late Sri M.O John started his rice vending outlet in the year 1959. He was a visionary who brought about a great revolution in the rice industry. He was the founder general secretary of Vyapari Vyasai Ekopana Samithi, as association of the business community of Kerala. He was also the president of Chamber of Commerce, Thrissur (1993 ± 2000) Thanks to the wide vision of this great man, Manjilas make about 14 varieties of rice and about 50 varieties of food products under the famous brand name Double Horse. Today Manjilas is the first ISO 9002 company in the rice industry in Kerala and presently the company has been awarded with ISO 9001:2000 certificate. Manjilas has 7 manufacturing units, employing 600 people. These units use the state of the art imported technology. A strong R & D department and special development kitchen has helped to launch many innovative products giving novelty to the customers taste and appetite. DOUBLE HORSE is available across length and breadth of India, Middle East, USA &Europe.As the brand logo suggests the horse is galloping to reach great heights. For the last two years the company is on track of profit making with the introduction of more rice items as well as food products like puttu podi,pickles etc.All the products are of high quality. The quality of the products are much fine that they have gained fame abroad. Countries: US, Canada, Gulf countries are the export target of this company 3.2.1 History of the company When M.O John started Manjilas mill in 1959, he had the only intention of providing the pure rice to malayalees. Years ago the ancestors of M.O John were dedicated to deliver rice for the Royal family. They were doing these processes through buying raw rice from agriculture farms and making transform raw rice to rice. They gave importance to quality because they have to deliver the rice to the royal family. Now, there were no ruling and Manjilas give that much importance to quality. 23 In the ancient time M.O John¶s father commenced rice trading and started it as a business. By starting his own rice mill M.O John gave an introduction to the rice industry in Kerala. By starting a modern rice mill in 1976 he brought up his business in a new turning point. Innovation should brought up in the business but don¶t be over aggressive. This was his concept about business. Rice being an inevitable food item he had the vision that rice should be available in at ordinary rate and for the growth of business he was not ready to raise the price. Manjilas introduced branded rice in the market. By introducing rice powder in 1994 they started differentiation of products. In the olden days the keralites have been buying rice from the shop and after washing it they gave it to the mill for getting rice powder. Because of these, all market analysts were having the doubts regarding the success of the rice powder from Manjilas group. But within 6 months Manjilas got a favorable reply from customers. After rice powder, by introducing idli mix,dosa mix, easy palappam and instant idiayappam, Double Horse can lead the market according to the needs of the society. Food processing industry is one o the fast changing industry in the world. To utilize the opportunities out of the changes, Manjilas used product innovation and regular research. The children of M.O John implemented the new technologies in rice industry and they brought the rice industry into new meaning. Now they are leading with their father M.O John¶s long perceptiveness and insight. After the death of M.O John, Double Horse products entered into diversification under the able guidance of his sons. Now, the research and developments department are working continuously for developing new products. 3.2.2 Establishment Manjilas food products were founded in the year 1995. As today¶s life style has changed tremendously, there has been a wide change in the eating habits of people. Keeping this aspects in mind Manjilas food products has entered to the cater the changing taste and appetite of the consumers. The unit produces various rice based value added products, instant mixes, ready to eat products etc. in the famous brand name µDouble Horse¶. Manjilas has 6 manufacturing units employing 450 people. The unit used the state of art imported technology. A strong R & D department and special developed kitchen had helped to launch many innovative products giving novelty to the customers taste and appetitive. The unit has a capacity of 10 tones per day and has 45 dedicated staff who are always on the look out to give the best quality 24 organization needs to evolve personnel policies as they ensure consistency and uniformity in treating people. The paddy purchased is properly dried and stocked in paddy go downs. To make every malayalee in the world Double Horse customer by the year 2010 Manjilas personnel policy and objectives. They also believed that ³a good output depends up on good input´. Policies become benchmark to compare and evaluate performance. The intention of the company is to provide a suitable. Quality policy Manjilas is committed to give total satisfaction to their customers through continuous improvement of products. 25 . As the policies are the plan of actions. Certifications Manjilas is the first ISO 9001: 2000 certified rice mill in Kerala. Right from the purchase point to the sales there are quality checks.products throughout. Company personnels travel extensively through the paddy fields during the harvest season and great care is taken to see that only the best available paddy is purchased. The company has also been certified with ISO 9002. safe and healthy working environment to each employee of Manjilas group. They always maintained an equilibrium on the quality of products provided on various segments Quality assurance. The unit uses state of art packaging technologies to maintain the freshness and aroma of the products. A policy is more specific and commits the management to a definite course of action. processes and distribution. They help to motivate and build loyalty. Vision To be the leader in the food industry Mission To make every malayalee in India a Double Horse customer by the year 2008. Palakkad Manjilas Food Tech Pvt. Last year they made a sale of Rs. Ltd.2. Buhler Germany and Sortex England.20 crore and 70 percent of it has been achieved. Slowly they are on the fastest track of development. Its high processing facilities and hygienic warehouses ensure best quality for all seasons. they had representations in Bahrain. Kottekad.. Two generations of experiences have helped Manjilas Group to be the trendsetter in this highly competitive rice industry. Cheramangalam. Palakkad The combined production capacity of these 3 units is 120 tones per day. the export development will get the utmost concentration from management as well as from the production department. Now. Qatar and UAE. Now the time is not far away for Double Horse to gallop to the top most position . Thrissur Manjilas Agro foods Pvt. Ltd.For this giant gallop in the very near future.3. just have a look at the overseas market. Even though they have started building their selves in the overseas market. Manjilas rice plant Manjilas group founded in the year 1959 has three rice milling units. Jeddah & Dammamm (KSA) Kuwait. They were able to introduce a number of products in the over seas market. Naripotta.60 crore and now their target is Rs.3 Recent developments In today¶s cut throat competition it¶s a great note that Manjilas group is shining brighter day by day. Double Horse rice brand 26 . The company uses the imported technology from Satake Japan. Manjilas Rice mill. They appointed distributors for unrepresented areas such as Riyadh (KSA) and Muscat. The unique selling proposition of the company itself is µthe taste of keralites¶. Thus we can see that the company has got strong supply chain management backed by all the modern infrastructure facilities. In Kerala. which retains a perfect colour. There are about 350 retail outlets of Manjilas brand. 27 .The DHR & Rice products are quiet familiar to the people of Kerala which shows that his brand is positioned as a sign of quality and perception. The retailers are paid as commission of 2. the brand was launched in 1954 since then no other company was in the field till 1956. The retailers can order the commodity through telephone or any other mean and the order will be processed and delivered to the retailers as early as possible. which makes it unique and acceptable CHEMBA PUTTU PODI Double horse CHEMBA PUTTU PODI is made by using different variety rice in a balanced combination. Chemba puttu podi is nutritious. DOUBLE RICE POWDER WHITE PUTTU PODI Double horse WHITE PUTTU PODI is excellent for making the traditional cereal break fast item ³puttu´in its best of colour. Vitamins and Iron. In 1965 they started a mechanized mill to cater the need of keralites.5 percent on the sales. rich in B Complex. Their vision ie to become the market leader in the industry. The company¶s main objective is to improve the quality from time to time. aroma. The marketing network of the company is also elaborated. softness and taste. flavor and taste. It is emerging now as a distinct philosophy of management aiming at policies that promote mutual goals. compensation. mutual rewards and mutual responsibilities. organizational and social objectives are accomplished. The scope of personnel department is very vast. The functions of finance department are diverse with distinct procedures for account related to personal purchase.3. 3. DEPARTMENT PROFILE The various departments of manjilas group of companies pvt ltd are: 3.3. development. mutual respects. budgeting. stores marketing. costing. Finance department include finance manager.2 Finance Department Finance is the most important function to be carried to achieve the progress of the organization. maintenance and separation of personnel to the extend the individual. directing and controlling of the procurement.3. chief accountant and accounts. Payment for raw material and stores are being made in time. central excise etc.3. Personnel department treats people as an important asset to be used for the benefit of organization. Personnel management is planning. It includes all the major activity in the working life of a worker from the time of his or her entry to an organization until he or she leaves. employees and society. comes under this department. 28 . work contract. organizing. integration. The company is at present making all statutory payments in time.1 Personnel Department Personnel Management is one of the most complex and challenging field of endeavor. 3.3 Production Department The production department is crucial in any industrial organization. Committee work for appropriate cancellation of dealers. The interpretation of the production of goods and services is a broader one. Production of services is nothing but the discharge of function which has some utility to somebody. the production is equated with manufacturing which is a myopic interpretation. 3. Organizational wealth is determined by production. Monitoring of prices and terms of company products compared to competitors. Processing proposals for special arrangements/ sales terms with bulk buyers/ commodity. In a specified period of time. Functions Monitoring of sales in the area. methods and machines. they may look alike the position being maintained in that there is no difference between tangible and something which provides advice. Production is the process by which raw materials and other inputs are converted into finished products. material. the aggregate amount of goods and services produced in an organization is known as wealth. sales executives and marketing coordinator. Processing proposals for extending special incentives/ credit terms to dealers. These resources include men. money. In both cases. outputs are not similar. helper information. assistance.4 Marketing and Sales Department Marketing and Sales department consists of Marketing manager. The marketing and sales department is headed by the Marketing manager. Fundamentally. The time frame may be short. Processing credit proposals for dealers and institution. Production of goods as the fabrication of the physical object is of the resources available to the manager.3. In general. area sales managers. north area and south area managers. 29 . medium or long depending on the type of product or services produced.3. Monitoring over due and outstanding of area/ credit management. The aim of quality control is not only to improve quality of products. Department consists of 7 people. 30 . Once a quality standard is set. Different types of tools are used for the purpose of checking control.3. 3. Manjilas group of companies have set up a quality control department for the purpose of determining the quality of the product. Monitoring the MIS from market research department and from field establishments. Processing and sending replies to audit queries at divisional level. then it should be achieved and maintained in future and efforts should be made to improve it further. but also to eliminate bad quality goods. Supervising and controlling the sales promotion service department.5 Quality Control Department Quality control refers to the ways and means where quality standards are maintained.Sales force motivation through internal and external training programmes. Co. headed by quality control manager.ordination of sales promotion and market development activities. 4.2 Rice powders White puttu podi Chemba puttu podi Rosted pathiri powder Dosa mix Idli mix Roasted white rice powder 3.4. PRODUCT PROFILE 3.3 Health products Health puttu mix Samba wheat puttu podi Ragi puttu podi 31 .4.4.1 Rice Rose matta.T meal 3.3. Payasssam rice Ponni rice Raw rice meals Jyothi matta Single matta Idli rice Ghee rice Matta brocken Cherumani Jaya rice B. 4 Instant food varieties Palappam mix East palappam Uppama mix Vayyayappam podi Idiyappam 3.5 Curry mixes Chicken gravy mix Chicken biriyani mix Kerala chicken curry mix Sambar mix Kerala fish curry mix Spices paste Tamarind paste Garlic paste Ginger garlic paste Ginger paste 3.4.6 Ready to eat products Aval (beaten rice) Avalose podi Crunch flakes 3.4.4.7 Instant sweet dishes Rice palada payasam mix 32 .Ragi vita Instant giner coffee Banana powder Samba broken wheat Corn puttu podi 3.4. 8 Double Horse pickles / chammanthy Coconut chammatnhy powder Bitter gourd pickle Mango pickle Hot and sweet lime date pickle Dates pickle Gooseberry pickle Ginger pickle Lime pickle Garlic pickle Mixed vegetable pickle Tender mango pickle White lime pickle Prawns chammanthy powder Fish pickle Chicken pickle Mean pickle Prawn pickle Squid cutlet fish pickle 3.4.Palada payasam mix Roasted vermicelli Semiya payasam mix 3.9 Other products Roasted rava Papaya candy Peanut candy Fruit n honey Mainda ada Pineapple candy Ginger candy 33 .4. Jiggery Sago seeds Tender coconut water Pappad Red beams Asafetida powder Coconut vinegar 34 . 3. ORGANISATION CHART C D Mar keti Mrktng Pro duc General Admi nistrat Senior HR Log isti HR Logistic North Unit Finance Asst Asst South QC Chief Area Accoun Accoun Sales Mrktng coordin 35 .5. 1. DATA ANALYSIS AND INTREPRETATION 1.1) INTREPRETATION From the chart it is clear that 80 percentage of the people aware about double horse food products. 20 percentage of the people are not awared .4. Are you aware about double horse food products? awareness YES percentage 80 Number of respondents 40 NO 20 10 (Table 4.1. 36 .1) AWARENESS 80 70 60 50 40 30 20 10 0 yes no (Chart4. How did you come to know about Double Horse product? Source of information Advertisement Word of mouth Unexpected use Percentage 12 52 36 Number of respondents 6 26 18 (Table 4.1. 36 percent came to know about through unexpected use and the rest 12 percent through advertisement. 37 .2.1.2) Source of information 12 36 Advertisement Word of mouth 52 Unexpected use (Table 4.2) INTERPRETATION Among the respondents 52 percent of the customers came to know about the product through word of mouth. 3) From this chart we can easily understand that 72 percentages of the people are the user of the double horse products.3. 38 .3) USER YES NO INTREPRETATION (Chart 4.1.1. 28 percentages are not the user. Are you the user of double horse food products? USER percentage Number responds YES 72 36 of NO 28 14 (Table4. 1. 18 percentage of the people are the always user of the double horse foods.4. When do you the user of double horse food products? particulars always sometimes Shortage products Rise in other product¶s price FREQUENCY OF PURCHASE (Table 4.1. 28 percentage are the sometime users. 32 percentage will use this products when the shortage of other products. 11 percentage people using this products only when rise in other product¶s price.4) From this diagram it is clear that. 39 .4) 22 11 of other percentege 18 28 32 Number of responds 9 14 16 always sometimes shortage of other products rise in other product's price INTREPRETATION (Chart4. 5) Buying behaviour motives 16 24 Money value 12 48 Social status Experience convienience (Chart 4.5) INTERPRETATION For 48 percent customers motive behind the buying behavior is experience. 16 percent contributes to the convenience and 12 percent the least contributes for the social status. 40 .5. What are the motives behind your buying behavior of Double Horse rice? Buying motives Money value Social status Experience convenience behavior Percentage Number of response 24 12 48 16 12 6 24 8 (Table4.1.1. 24 percent customer says that the buying behavior motive is money value. 12 percentage of the are the user because of promotional activities. what is the reason for buying double horse food products? reason Brand image promotions availability percentage 60% 12% 28% (Table4.1.and 18 percentage of people are the users because of availability.6) INTREPRETATION This diagram shows that 60 percentage of people are the users of double horse because of the brand image.6. 41 .1.6) respondents 30 6 14 reason for buying brand image promotions availability (Chart4. 7. 18 % are some times satisfied to this quality. 20% are less satisfied to the quality. 42 . and 14 % of the people are not satisfied to the quality of the product.1.1. Are you satisfied with the quality of the product? Satisfaction to the quality Percentage Number of respondents Highly satisfied Medium satisfied Sometimes satisfied Less satisfied Not satisfied 26 22 18 20 14 (Table4.7) 13 11 9 10 7 satisfaction highly medium sometimes less not INTREPRETATION (Chart 4.7) From this diagram we can understand that 26 % of the people are highly satisfied with the quality of the product. 22 % of the people are medium satisfied. Have you ever switched over to any other food product? Purchase product often rarely once of any other percentage Number of respondents 24 14 10 22 30 (Table 4. and 30 % of people are not switched over to any other product. 22 % are switched over more than once.8) From this diagram we can understand that 24% of people are often switched over to other product.1.8. 43 . 10 % of people are switched over only once.1.8) 12 7 5 11 15 More than once no purchase of other product often rarely once more than once no INTREPRETATION (Chart 4. 14% are rarely switched over. 22 .9. 34 percentage because of due to offers.9) Number of respondents 14 8 17 11 consideration availability price due to offers for testing (Chart 4. If yes. 16 precentage because of percentage buy other products for testing 44 price.1. with what consideration ? mention: consideration availability Price Due to offers For testing percentage 28 16 34 22 (Table 4.1.9) Interpretation From this figure we understood that 28 percentage are switched over to other product because of availability. 1. 20 percentage of the customers are using it for above 5 years.10) INTERPRETATION From the chart it is clear that 38 percentage of the customers are using the product for 2-5 years. Finally just 16 percent are using the product below 1 year.10 How long have you been using Double Horse products? Time period Below 1 year 1-2 year 2-5 year Above 5 year Percentage 16 26 38 20 Number of response 8 13 19 10 (Table 4. 26 percent of the customers are using the product for 1-2 years.10) Period of usage 20 16 Below 1 year 26 38 Above 5 year 1-2 year 2-5 year (Chart 4. 45 .1. 16 percentage of people from door sales man.1. 8 percentage of people puechase from wholesale shop 46 .11. 18 percentages from distant shop. From where you buy the double horse food products ? availability percentage Number respondents Nearest shop Super market Distant shop Door sales man Whole sale shop 24 34 18 16 8 (Table 4.11) 12 17 9 8 4 of availability nearest shop super market distant shop door sales man wholesale shop Interpretation (Chart 4.1.11) From this figure we can clear that24 percentage purchase their product from nearest shop. 34 percentages from super market. 12. 10 percentage are not satisfied to the price.1. 20 percentage are average satisfied to the price. 47 .12) From this figure we can clear that 26 percentage of the people are highly satisfied with the price of the product. 12 percentage are less satisfied to the price. 32 percentage satisfied the price on some product.1.12) 13 16 10 6 5 of price of the product highly satisfied on some product average satisfied minimum satisfied not satisfied INTREPRETATION (Chart4. Are you satisfied with the level of value of the price? Satisfied to the price percentage Number respondents Highly satisfied On some product Average satisfied Minimum satisfied Not satisfied 26 32 20 12 10 (Table4. 18 percentage are attracted sometimes. 48 .13) From this diagram we can understand that 26 percentage of people are highly attracted to the prominent offers given by doublehorse.13) 13 9 15 6 7 of attraction to the offers highly sometimes average less not INTREPRETATION (Chart4. Are you attracted by the prominent offers? Attraction to the offers percentage Number respondents Highly attracted Sometimes Average Less attracted Not attracted 26 18 30 12 14 (Table4. 30 percentage of people are average attracted to the offers. 12 percentage ofpeople are less satisfied to the offers.1.13. 14 percentage are not satisfied to the offers given by double horse foods.1. 4 percentage of people are using other products of double horse.1.14) This figure shows that 32 percentage of people are using the double horse rice powder.1. Which type of doublehorse products are you consumed? Product consumption percentage Number respondents of Rice powder Pickles Curry powder Other product More than one product 32 26 24 4 14 (Table 4.14) 16 13 12 2 7 usage of product rice powder pickles cury powder other product more than one product INTREPRETATION (Chart4. 26 percentage are using the pickles . 24 percentage of people are using the curry powders. 14 percentage of people are using more than one product 49 .14. 1.1. 22 percentage said mariya is the competitor.15.15) From this diagram we can understand that 12 percentage of people said pavizam is the competitor. Which is the competitor from the following choices compared to double horse? competitor pavizham percentage 12 Respondents 6 eastern 26 13 mariya 22 11 nirapara 40 20 (Table4. and 40 percentage of people said nirapara is the close competitor to the double horse food products 50 . 26 percentage said eastern is the competitor.15) competitor pavizam eastern mariya nirapara INTREPRETATION (Chart4. The customers are satisfied with the packaging. From the present scenario it is experienced that the needs of customers are changing very fast. price of the product. The entry of some new firms in the rice industry and the launch of new product lines have increased the challenges that are to be faced by the companies. A survey in this regard reveal that most of the customers prefer double horse rice the reason is that the proper response from manufacturer in reflex to the customers preferences or we can say as the proper understanding of customer perception To achieve better market Share Company should introduce new offers and new strategies.5. Their rice product is more demanded by the customers. It is the brand which is leading in thrissur. 51 .1SUMMARY From this study we can understand that most of the people are aware about double horse food products. In order to meet the needs of the customers companies have to redefine their products and strategies to suit the changing dimensions. quality.  Most of the persons are using the rice products of double horse  Majority of the respondents said price of the product offered by them is moderate  Nirapara is the close competitor for double horse in the market.  72 percentage of the people are the user of this products.  Better facilities for the availability of this brand is another plus point of this company for covering the other brands in the market. 52 .  Advertisement for the brand is very poor. Now double horse is on the top gear.2 FINDINGS  60 percentage of people are the users of the double horse food products because of the brand image  12 percentage of he people are the user of the double horse products because of the promotional activities  18 percentage of the people are the users of double horse products because of the availability. just because of its quality. But the customers choice was double horse.5.  Majority of respondents are highly satisfied with the packaging and brand image of Double Horse food products. Its popularity was accelerated just through word of mouth. So it is suggested that company should give more importance in the advertisement. This will helps to achieve better markets. and availability at proper time  A price reduction strategy which may provide more competitive advantages to Double Horse rice compared to others  The product availability should be concentrated more on super markets and big grocery stores.  Organizing and sponsoring food festivals is a better means of getting market attention. to make its customer feel that this Double horse brand is special as compared with their competitors. price. 53 .3 SUGGESTIONS  From the study it is clear that the advertisement for double horse rice is poor.  From the study it is clear that the company must concentrate on sales promotion efforts.5.  Collect feedback from the customers about quality.  Develop a strong spokes person to increase the brand image. market trend is favouring branded products. Manjilas companies started to cater the changing taste and appetite of consumers.This study reveals that double horse products enjoys a good brand image in the market 54 . Understanding the pulse of market. Advertisement is the best method to create customer awarenessThe firm can apply new marketing strategies and introduce newer products . This study has proven that double horse foods has got good awareness among the consumers in the district of thrissur. This study is to analyze the market potential of double horse brand among retailers in Thrissur district .There is considerable amount of customer awareness.5. Creating customer awareness is one of the key steps in promoting a product. Globalization and liberalization helps to reduce government regulations and offer immense opportunities or industrial and enterprise growth In the globalised world.4 CONCLUSION The project entitled ³A study on the impact of awareness on customer buying decision´ about was undertaken with the main aim of finding the customer awareness of double horse food products of Manjilas group of Pvt Ltd. It can be extended to other districts and make the result more useful In today world business is highly competitive.5 SCOPE FOR FURTHER RESEARCH The study helps the people to the further research relating to this topic.5. The quality of values and services makes a product much different and competition form other. The research was made with in thrissur district. If an organization succeeds in delivering this to their esteemed customers the product of that organization is said to be successful in the market. 55 . The greater demand for product and widely available range of product make the competition ³cut throat´ in every field of business customer are demanding much quality and quality in the products. It is important for a firm to know the awareness of their product or brand among the customers in order to initiate a with greater appropriate measures. The sample consisted of 50 customers. This may leads to success in the market. All the companies have that own Strategies. In today¶s highly busy world even one seeks a further and highly qualitative service. It would give more significant end result. A research with greater sample would give a more dependable and generalized result. I assure you that the information provided by you will be kept confidential and will be used only for academic purpose. I am Athira.nair doing MBA in ELIJAH INSTITUTE OF MANAGEMENT STUDIES.CUSTOMER AWARENESS ON DOUBLE HORSE FOOD PRODUCTS WITH SPECIAL REFERENCE TO MANJILAS AGRO FOOD PVT LTD. am doing a project on . NAME: AGE: GENDER: OCCUPATION: INCOME PATTERN OF FAMILY: Single income/Dual income 1.APPENDIX QUESTIONNAIRE Respected Sir/Madam. THRISSUR. This questionnaire is prepared for supporting my project work. Thanking you. As a part of our curriculum activity. So I request you to provide me with true and honest information through this questionnaire.s. Are you aware about double horse food products? Yes No 56 . 2. Are you the user of double horse food products? Yes b) no 4. How did you come to know about Double Horse product? Advertisement Word of mouth Unexpected use Other sources (Specify) 3. What are the motives behind your buying behavior of Double Horse food products? Money value Social status Experience Convenience 57 . When do you the user of double horse food products? Always Sometimes shortage of other products rise in other product¶s price others 5. How long have you been using Double Horse products Below 1 year 1-2 year 2-5 year Above 5 year 58 .6. with what consideration ? mention: 10. Are you satisfied with the quality of the product? highly satisfied medium satisfied some times satisfied less satisfied not satisfied 8. If yes. Have you ever switched over to any other food product? often Rarely Once More than once No 9. what is the reason fpr buying double horse products? Brand imagr Promotional activities availability 7. Are you satisfied with the level of value of the price? Highly satisfied On some product Average satisfied Minimum satisfied Not satisfied 13. From where you buy the double horse food products ? nearest shop Super market Distant shop Door sales man Wholesale shop 12. Which type of doublehorse products are you consumed? [a]rice powder [b]pickles [c]currey power [d]other product [e]more than one product 59 . Are you attracted by the prominent offers? highly attracted Sometimes Average Minimum Not attracted 14.11. for improvement *****THANK YOU***** 60 . if any.15. Which is the competitor compared to double hosrse ? Pavizam Eastern Mariya nirapara Suggestions. New Delhi WEBSITES: http://scholar.in/tips for the customer awareness 61 . New Delhi.co.BIBLIOGRAPHY BOOKS Kothari C.R(1990)-Research methodology Methods and Techniques.wikipedia/customer awareness http:// www.google. Philip Kottler (2005). (Eleventh edition).com http:// www.in/scholar?q=STUDYS+ON+CUSTOMER+awareness&hl=en&um=1&ie =UTF-8&oi=scholart http://www. New age international Pvt Ltd publishers.google. Manjilas.co. (Second edition). Pearson education Pvt Ltd.Marketing management. Awareness about the product helps consumer to take correct buying decisions. throws a light to the role of brand awareness in customer buying decision. As we all know there are number of drastic changes are occurred in the global markets and this iformation should be important for the general public. The cost of retaining customers is less than the cost of creating customers. In the present scenario. 62 . this study reveals that 60 percentage of people using this product because of the brand image. 12 percentage of people using this product because of the promotional activities of double horse products.ABSTRACT A study entitled ³ A STUDY ON THE IMPACT OF BRAND AWARENES ON CUSTOMER BUYING DECISIONS´ with special reference to MANJILAS GROUP OF PVT LIMITED. The objective is to identify the influence of brand awareness on customer buying decisions. Company should take necessary steps to provide consistent amount of product knowledge to customers and more advertisement should be through proper media that helps the company to increase sales. Customer awareness plays vital role in creating customers. 18 percentage of people using this produc t because of the availability. customer awareness is getting importance in every product that introduced in market.