SUMMER INTERNSHIP REPORT

Title: A study to explore the marketing prospects of soya nuggets under

the brand Fortune from Adani Wilmar Ltd.

Submitted in partial fulfilment of the requirement for two year Post Graduate Diploma
in Management (2014-16)

Submitted to:
Prof.R.J Masilamani
BIMTECH
Submitted by:
Sandarbh Agarwal
PGDM (Marketing)
Roll no.-14DM180
1

INDUSTRY CERTIFICATE

SUMMER PROJECT CERTIFICATE

This is to certify that Sandarbh Agarwal, a student of PGDM from Birla Institute of
Management Technology has worked on summer project titled A study to explore the
marketing prospects of soya nuggets under the brand Fortune from Adani Wilmar Ltd
after Trimester-III in partial fulfillment of the requirement for the programme.This is his
original work to the best of my knowledge.

Date: ___________

Signature,
R.J Masilamani

Professor
BIMTECH

LETTER OF TRANSMITTAL
3

Birla Institute of Management Technology,

Plot no. 5, Knowledge Park-II, Institutional Area,
Greater Noida (NCR), U.P. 201306, INDIA
Date:

Mr.Rajesh Sanan
Regional Sales Manager
Adani Wilmar Ltd.
Dear Sir,
Re: Summer Project Report
Attached herewith is a copy of my summer project report entitled A study to explore the
marketing prospects of soya nuggets under the brand Fortune from Adani Wilmar Ltd
which I am submitting in order to mark the completion of an 8 week summer project at your
organization. This report was prepared by me using the best of practices and summarizes the
work performed on the project and is being submitted in partial fulfilment of the requirement
for the award of diploma.
I would like to mention that the overall experience with the organization was very good,
which helped me to know how the work is carried out in real practice with the help of your
esteemed organization. I feel honoured that I got an opportunity to work at Adani Wilmar
Ltd, a company of great repute.
I hope I did justice to the project and added some value to your organization.
Suggestions/comments would be appreciated.

Yours sincerely,
Sandarbh Agarwal

LETTER OF AUTHORISATION
4

I, Sandarbh Agarwal, a student of Birla Institute of Management Technology (BIMTECH),

hereby declare that I have worked on a project titled A study to explore the marketing
prospects of soya nuggets under the brand Fortune from Adani Wilmar Ltd during my
summer internship at Adani Wilmar Ltd. in partial fulfilment of the requirement for the
Post Graduate Diploma in Management program.

I guarantee/underwrite my research work to be authentic and original to the best of

knowledge in all respects of the process carried out during the project tenure.

My learning experience at Adani wilmar Ltd., under the guidance of Mr.Rajesh Sanan
(Regional Sales Manager) and Prof. R.J.Masilamani, has been truly enriching.

Date:

____________________
(Sandarbh Agarwal)

ACKNOWLEDGEMENT

To begin with, I would like to acknowledge all those who have been instrumental in shaping
up this project with their guidance and inspiration.
I feel immense pleasure in expressing my sincere thanks and deep sense of gratitude to Mr.
Rajesh Sanan (Regional Sales Manager)Adani Wilmar Ltd. for his time and valuable
efforts. He constantly encouraged me right from the selection of the title to final preparation
of my project. He has been a constant source of knowledge, information, help and motivation
for me.
I am thankful to Mr. Rajesh Chauhan (Area Sales Executive) for his constant inspiration
and guidance throughout the project.
I express my sincere thanks to Prof. R.J.Masilamani, BIMTECH for giving me an
opportunity to work with him through this project. I take this opportunity to express my
profound sense of gratitude to whose sincere co-operation and guidance enabled the project
to assume its systematic shape.
I am also thankful to all the Retail outlets, distributors of Adani Wilmar Ltd. , whose insights
were of great help in arriving at the findings.
Last but not the least, For every opportunity, may GOD be thanked.

Sandarbh Agarwal
PGDM
14DM180

Contents
EXECUTIVE SUMMARY............................................................................................ 8

INTRODUCTION TO THE COMPANY.......................................................................10

1.Vision............................................................................................................. 10
2.Portfolio......................................................................................................... 10
3. About the product......................................................................................... 11
4. Major competitor.......................................................................................... 12
COMPANYS DISTRIBUTION NETWORK.................................................................14
LITREATURE REVIEW............................................................................................ 16
PROBLEM DEFINITION.......................................................................................... 17
APPROACH TO THE PROBLEM..............................................................................18
RESEARCH METHODOLOGY.................................................................................. 19
DATA ANALYSIS.................................................................................................... 20
1. Primary data................................................................................................. 20
2. Secondary data............................................................................................ 23
RESULTS and CONCLUSION.................................................................................. 25
LIMITATIONS & CAVEATS...................................................................................... 26
RECOMMENDATIONS............................................................................................ 27
EXIBITS................................................................................................................ 30
EXIBIT-I............................................................................................................. 30
Questionnaire for Retailer.................................................................................30
2. Exibit-2......................................................................................................... 32
Questionnaire for Consumer............................................................................. 32
REFERENCES........................................................................................................ 35
Abbreviations....................................................................................................... 36

EXECUTIVE SUMMARY
7

Objective
The objective of the project is to explore and identify new uses and ways to increase the sales
of Adani Wilmars newly launched product Fortune Soya Nuggets. The project gives insights
into the issues which are directly or indirectly related to the sales of soya nuggets. The retailer
segment covered for the project is general trade which includes grocery outlets and street
food outlets selling soya products.
The focus is mainly on the following areas

Stock availability
Branding and visibility
Consumption patterns
Competitor analysis
Usages of the product

Scope
The study aims to identify the main reasons behind the low sales of Fortune Soya Nuggets. It
will also help the company to know the consumption patterns of soya nuggets in Indian
markets and the plausible uses which could help the company to increase the sales of the soya
nuggets through domestic and export sales. Feedback from the market will be helpful in
knowing the relevant market trends and customer perception towards the product.

Key findings
A majority of the retailers were happy with the companys distribution system and
supply chain.
Dissatisfaction was expressed on the product margin offered by the company as
compared to its competitor brand Nutrela.
Many outlets were not interested in selling Fortune Soya Nuggets due to poor
inventory replenishment.
There is no awareness about Fortune Soya nuggets in households due to lack of
branding activities carried out by the company.
There are several alternate products uses including Soy meals, Soybean flour,
Soynuts.
Soy food consumption is directly linked with improving the cholesterol profile of the
body.

Recommendations
The company should bring some TV commercial or some endorsers from the food
industry like Chef Sanjeev Kapoor to promote the product which still is in its nascent
stage.
Adani Wilmar ltd can consider launching a new range of Soy foods including Soy
flour, Soy nuts which too are processed forms of the bi-product of Soy oil.
Soybean has not entered into the general eating habits of common people of the
country. Hence there is a strong need to create awareness among the masses about the
health benefits soybean and its forms.
The companys soybean oil under the brand Fortune is a market leader. Leveraging its
penetration among the masses, soy nuggets can be given as a secondary scheme to the
consumers on a 1lt. Pouch of soybean oil.
There exists a vast market for exports of soybean. The European Union, Thailand, and
Indonesia import 22 million ton, 2 million ton and 1.5 million tons of soybean
respectively. Adani may use its international tie-ups to explore and exploit these
opportunities.

INTRODUCTION TO THE COMPANY

Adani Wilmar Limited (AWL) is a joint venture incorporated in January 1999 between Adani
Group, the leaders in International trading & Private Infrastructure with businesses in key
industry verticals - resources, logistics and energy and Wilmar International Limited
Singapore. The joint venture kicked off with the commissioning of India's first port-based
refinery at Mundra, Gujarat. AWL owns refineries in 17 strategic locations across India, has 8
crushing units and 19 packing units. Cumulatively, this translates to a refining capacity of
over 10300 tonnes per day, seed crushing capacity of 7485 tonnes per day and packaging
capacity of 8500 tonnes per day
AWL has the largest distribution network among all branded edible oil players in India, with
more than 93 stock points, 5000 distributors and *10% Retail Penetration which spans across
approx. 1 Million outlets all over India.(source:Nielsen Retail Index)

1.Vision
To be the globally admired leader in integrated agri business with a deep commitment to
nation building. We shall be known for our scale of ambition, speed of execution and
quality of operation.

2.Portfolio
Adani Wilmar has a range of premium edible oils, Vanaspati, packed Basmati Rice,
pulses,Soya chunks and the first national brand in Besan. The product portfolio of Adani
Wilmar spans several offerings including - Fortune, Kings, Bullet, Raag, Avsar, Alpha and
Aadhaar.

I.

Fortune the most prestigious brand in the Adani Wilmar portfolio became the no.1
brand in the market within just 2 years of its launch and still continues to be a leader.
It is the brand name under which company markets Soybean oil,Cococnut oil,
Groundnut oil, Rice Bran oil, Mustard oil, Sunflower oil, Cottonseed oil, Sunlite oil
,Soya chunks, Besan,Rice and Pulses.

10

Range of Fortune products

II.
III.

IV.
V.
VI.
VII.
VIII.

Raag is the brand for marketing granular vanaspati.It is prepared through the
hydrogenation of superior quality refined oil and fortified Vitamin A and D.
Raag Gold is the brand for refined Palmolein oil.
Alife is an affordable blend of Refined Soybean and Refined palm oil.It is free of
cholesterol with extracts of Palmolein oil and oxidative properties.
Kings is a soybean oil which is easily affordable. It is a partially refined soybean oil
extracted from the domestic production of soybean seeds.
Bullet is a Mustard oil from Adani Wilmar ltd.It is generally traded as Kachi Ghani.
Aadhar is the brand name for soybean oil and sunflower oil.
Pilaf is the brand which is used to market the different varieties of Rice.Under it
there is Pilaf Hameshafor Basmati Rice,Pilaf Gold for traditional Basmati Rice and
Pilaf1121.

3. About the product

This project is specifically focused on Fortune Soya Chunks as a separate SKU.

11

Texture vegetable protein (TVP), also known as textured soy protein (TSP), Soy meat,
or soya chunks is a defatted soy product, a by-product of extracting soybean oil. It is often
used as a meat analogue . It is quick to cook, with a protein content far greater than that
which comes from meat.
Soy Chunks are made from soy flour containing 70-80% protein. They have a mild beany
flavour. It requires rehydration before use, sometimes with flavouring added in the same step.
The manufacturing process from Soy flour (a by-product of Soy oil extraction) results in a
fibrous, spongy matrix, similar in texture to meat. In its dehydrated form, soy chunks have a
shelf life of longer than a year, but will spoil within several days after being hydrated. In its
flaked form, it can be used similarly to ground meat.
SKUs available:
Size(weight)

MRP

Consumer pack(50gm and 90gm)

Rs.10/- and Rs.18/-

200gm

Rs.38/-

1kg

120/-

25kg institutional pack

3020/-

4. Major competitor
The current market of TVP (soya chunks) is dominated by the brand Nutrela from Ruchi
Soya Industries.Ruchi Soya had launched this product way back in the year 1982.As such the
soya chunks market is dominated by Nutrela.

12

COMPANYS DISTRIBUTION NETWORK

Adani Wilmar ltd has a strong distribution network of 5000 distributors, 1 million retail
outlets coverage and 93 stock points. Such a strong distribution gives the company a
competitive edge over the transportation and penetration cost. A broad view of the
distribution is illustrated below.

Distribution network

Terminology is explained as follows:

1. Carry & Forward agents: These are super stockers who hold the goods at one place
and distribute them to distributers, hypermarkets and other sources.
2. Distributors: These would deal in all commodities of Adani Wilmar Ltd. They act as
a link between the company and the retailers.
3. Institutional buyers: Under the umbrella of Institutional buyers the following players
are placed:
13

Hotels

Educational Institutes

Religious Places

Industrial Sales Unit - Pharmaceutical Companies / Process Food Companies

3. Modern Store: These are the new age hypermarkets that present the consumer with a
plethora of choices across multiple products places under one roof, hence gratifying
the overall shopping experience of the consumer. There is a general shift towards
people preferring to buy their goods for these hypermarkets rather than their
conventional retail outlets.
4. Retail outlets: These are the general mom & pop stores selling grocery items. Adani
Wilmar has a strong penetration of 1 million such retail outlets.

14

LITREATURE REVIEW
Soy bean holds a very important position in the Indian agriculture and the economy as it has a
worth of Rs.5000 crores.India stands on the 5th rank in worlds list of Soybean production. In
India 10-12% is directly consumed and rest is used for extraction of Soy meal and Soy oil.
India exports about 55% of the Soy meal produced to the Asian countries as it is considered
to be of the premium quality.
Extensive literature on personality in psychology and other behavioural sciences has
persuaded marketing researchers to theorize that personality characteristics should predict
brand or store preference and other types of buyer activity (Engel, 2006). Evans undertook
this study using 12 objective variables, such as age, income, and other demographics, to test
the assumption that buyers differ in personality structure.
Marketers today need to understand that customer satisfaction is about attitude; and
customer value is about behaviour (Butz and Goodstein, 2006). Demographic variables are
the most popular bases for segments the customer groups, One reason is that consumer needs,
wants, preferences and usage rates are often highly associated with demographic variables.
Another is that demographic variables are easier to measure (Kotler, Philip, and Gary
Armstrong, 2006). The demographic environment is of major interest to marketers because it
involves people and people make up market (Kotler, 2006).
Most of marketers strategic decision making heavily depends on the demographic variables
of people in the region where they focus on marketing their products. Demographic variable
make known the ongoing trends, such as shifts in age, sex and income distribution that
signal new business opportunities to the marketers (Schiffman, Leon G. and Leslie Lazer
Kanuk, 2007). These aspects highly motivated the researcher to take up the present study.
Some of the outstanding studies conducted on soy bean and its products marketing and
purchasing practices, production, sales and marketing strategies of business firms in respect
of soybean products were thoroughly examined and studied for working on the following
project.

15

PROBLEM DEFINITION
Of the plethora of Indian indulgences the one that occupies top spot is food. Barring the odd
exceptions the one common thread that runs across all food recipes at least in urban India
is the health concern over the ingredients. People are becoming more concerned about the
ingredients they are using in the kitchen and looking at its nutritional value.
The company had launched a new product under the portfolio of its brand Fortune with the
name Fortune Soya Nuggets. This product was launched in December 14, so the product do
not has a large market share. The company wants to increase its sales of Soya Nuggets and
win over the competitor Ruchi Soya Industries.

16

17

APPROACH TO THE PROBLEM

Soya chunks are a consumer product in which consumer perception and reach are major
issues.
The retailers which keep the products of Fortune will be surveyed and asked about the key
problems they face in selling Fortune soya chunks. The retailers will be questioned about the
product margin, visibility, signage, stock availability, replenishment and other problems they
face in dealing with the product.
The consumers and households surveys will tell about the attributes they would like to be in
the product. Analysing consumer responses will tell where the product does lags with its
competitor.
Secondary data will also be gathered which will be helpful in increasing the overall sales of
the soya chunks.
Collection of all the data in a period of 4-6 weeks and analysing it will lead to some
recommendations and conclusions which might be quite helpful and insightful for the
company.

18

19

RESEARCH METHODOLOGY
Keeping research objective in mind both exploratory and descriptive research were carried
out. It included finding the various uses of soya nuggets, secondary sales data and
information from households about the attributes they wanted in the product. Some
information was also collected on the branding and visibility methods followed by the
company.
To understand about the market dynamics 220 outlets were visited in the West Delhi region
and out of which 54 high volume outlets were chosen for the study.
The markets that were covered in the West Delhi region can be enumerated as

Hari Nagar market

Subhash nagar market
Rajauri Garden
Kavi Nagar
Janakpuri
Pusangipur
Raghubir Nagar

Besides the retailers in the above markets 65 consumers were surveyed and 28 consumer
responses were considered for the study. The other responses were not concrete enough to be
recorded into study. These surveys were carried out on a questionnaire which had questions
pertaining to product attributes and perception of the customer.
Based on the analysis conclusion were drawn and recommendations were made to the
company.

20

DATA ANALYSIS
1. Primary data

Distribution

Very
poor
Poor

0%
0
2

Average

Good
Excellen
t

30
15

3.70%
14.81
%
55.55
%
27.77
%

The large distribution network claim by the company is evident from the survey in which
84% retailers say they are satisfied with the distribution of the company. There is a good trade
relationship between retailers and distributors.

21

 Product Margin

Very
poor
Poor
Averag
e
Good
Excelle
nt

12
24
17
2

21.81
%
44.44
%
31.5%
3.7%

Company needs to pay attention to the issue of margin where only 4% retailers are satisfied
over the margin.45% retailers do not want to keep Fortune Soya Chunks due to low margin of
rupees 4 on a 200gm pack whose cost is rupees 40.

Replenishment period
The market of soya chunks is not mature enough. There is still a lack of awareness among
households about the usages of soya chunks .So the replenishment cycle of soya chunks of
any brand as a whole at retailers point is 18-20 days. The high value of replenishment cycle
results in low sales of the product.

Awareness in households
22

Out of the 28 responses which were taken into consideration only 13 households knew about
Fortune Soya Chunks. i.e 46.4% people are aware about the product availability. This relates
directly with the lack of promotions and advertisements carried out by the company.

Quality parameter
In the survey done on a sample of 65 households 28 responses were studied on the parameter
of quality in which 70% households responded that the quality(cooking time ,softness, taste)
was the same for the packaged soya chunks irrespective of the brand.

Product usage

Almost
everyday
Once a week
Once in 15
days
Do not use at
all

7.14%
39.28
%
28.57
%

25%

11

23

Customer survey reveals that 40% people use soy chunks once in a week.25% households do
not use soy chunks at all. This may be accounted for the unawareness about the alternative
usages of soya chunks in the minds of consumers.

2. Secondary data

Production
The most popular and widely grown oilseed worldwide is soybean. It contributes to 55%of
the total world production of oil seeds.USA is the largest producer of soybean followed by
Brazil. India is ranked 5th in the production of soybean seeds with major producing states of
Madhya Pradesh and Maharashtra.

Major importers & exporters

Imports
Country
China
European Union

Million ton
18-20
12-18

Exports
Country

Million ton

USA

26-30

Brazil

12-18

Argentina

7-10

This data shows that there is a huge opportunity to export the soy product in countries like
China and European Union. India is a large consumer of soybean oil so the availability of soy
extract as a bi-product of oil refinery is large .This soy extract after crushing is used for
various soy meals.
24

 Alternate uses of Soy bean

Soybean sprouts Commonly found in Asian cuisine, especially Chinese, soybean
sprouts are the germinating seeds of soybean under controlled conditions. Compared
to mature soybeans, soybean sprouts contains substantial amount of good proteins and
much higher amount of various vitamins.
Soynuts In recent years, Soynuts has been gaining popularity as a snack. Soynuts
are made from soaked soybeans that have been fried, baked or roasted. Various
flavours are then applied topically to Soynuts to make the finish products.
Soybean flours Soybean flours, or soy flours, are made from roasted soybean that
have been ground into fine flour. Soy flours can be found as full fat or defatted
versions. It is widely used in industry as an ingredient to boost the protein contents of
many food items such as bakery and pasta.
Soybean oil Soybean oil is one of the most important vegetable oil in the world. In
2012/2013, soybean oil makes up 27% of the world vegetable oil production, second
to palm oil (35%).The recent surge of bio fuel industry further expands the demands
of soybean oil.
Soybean meals Soybean meals is the ground soybean cake from which soybean oil
has been extracted. The high protein content (>40%) makes it an important protein
source for feed industry
Soymilk Soymilk is said to be invented in China by the legendary An Liu about
2000 years ago. It is the aqueous extract of soy protein. Soymilk contains similar
amount of protein and fat as cow's milk, and it is free of lactose and cholesterol.
Therefore, it is considered as a healthy beverage and a popular alternative to dairy
milk for population that is lactose-intolerant.

25

RESULTS and CONCLUSION

Branding issues
During the survey carried out in the market it was seen that as a whole the company has a
good brand image of FORTUNE as a brand but this brand is synonym with the companys
soybean oil. There is no branding done by the company to portray the brand Fortune as a
brand with 6 different products.
Margin issues
Retailers are not satisfied with the margin provided by the company. The competitor Ruchi
Soya provides a high margin of 7 rupees to the retailer as compared to the 4 rupees provided
by Fortune.
Lack of awareness
Soya chunks are a high source of protein and are directly linked with the cholesterol profile
of the body. People are not aware of these health benefits and use soya chunks as an additive
to the dishes rather than a separate dish or vegetable. There is a need to create awareness of
these facts in the health conscious masses.
Product usages
Soybean market in India is still in nascent stage although the soya chunks were introduced in
late 1980s.Soybean chunks are used as an additive to flavour the dishes rather than as a
whole complete dish in itself. The concept of soy meals as in China or European countries
lacks here.
Schemes & Offers
Company does not offer schemes for the consumers except the recent one of free 200gm soya
chunks pack with 5lt can of soy bean oil. Except this some individual offers on the soya
chunks are not offered where as the competitor Nutrella gains advantage on this by offering
extra quantities to the consumers.

26

LIMITATIONS & CAVEATS

Limitations
As everything has its advantages and disadvantages, conducting a market research project has
its positives as well as limitations: the following are the limitations of this project:
1. The sample size is lower than originally anticipated, because approaching few
retailers was very difficult. Convincing them to answer the questionnaire sincerely
was a task in itself.
2. A lot of non-qualifying responses had to be removed due to their contrasting answers
to subsequent questions
3. The questionnaire assumes an ideal retailer who demands all the specifications of the
given set, provided in the questionnaire.
4. There may be some ambiguity in the responses given by the Respondents.
5. The responses given by the Respondents may not be totally true and authentic.
6. The time period for research was just 2 months. Although best efforts were made to
complete the research in specified time, more could have been done towards the
project objective.
7. The survey of consumers was difficult as this is a kitchen product and sample should
include only household cooking persons.
8. The process of getting responses from the households was difficult as it was not
possible to knock at each door to get this survey done in Delhi region.
9. The consumers at the retail outlets or hyper marts were reluctant to spare time to give
the responses.

27

RECOMMENDATIONS
On the basis of the conclusions drawn from the market survey and the consumer responses
along with getting some details of global market, following recommendations are being
made Promotion
The primary requirement of the product at this stage is promotion. For this purpose cooking
shows like Master chef, regional food shows on local channels and bringing in endorsers like
Chef Sanjeev Kapoor can prove quite fruitful.
Awareness about usages
Soybean has not entered into the general eating habits of common people of the country.
Hence there is a strong need to aware the masses about the health benefits and the existing
dishes of soybean and its forms. These soya chunks are presently used in its direct form
without any further processing. Company should make aware that soya chunks can be further
processed, crushed and used as soy flour for thickening of curry, alternative to tomato puree.
Schemes & Offers
As the product is new for the company but not to the market so it needs some inspiration for
the buyers to switch their brand. For this purpose a discount in pricing, providing some extra
percentage like 20% extra on consumer packs is an idle advice.
Presently the competitor brand Nutrella is offering a 25% extra on rupee 10 consumer pack.
Some primary schemes to the retailers may also be given which will enable them to push the
product to the consumer.

Market for Exports

28

There exists a vast market for exports of soybean. Countries like European Union, Thailand,
Indonesia imports 22 million ton, 2 million ton and 1.5 million tons of soybean respectively.
Adani may use its international tie-ups to catch upon these opportunities.

Expanding the product portfolio

Adani Wilmar ltd being into commodity business can enter into a new range of Soy foods like
Soy flour, Soy nuts which are nothing but different processed forms of the bi-product of soy
oil.

Brand visibility

Company should carry out visual merchandising practices which prove beneficial both for
retailers and consumers. The board signage with their names work as an incentive for the
retailer and it also make the product visible in the market.
Merchandising
It was observed that Fortune had provided limited merchandising related to the soy chunks
(racks, trays, standees, posters, inside/outside shop signage) product in hypermarkets. Such
merchandizing can help gain customers attention and increase the sales. Fortune can provide
its standees and racks which would again increase the visibility of products and increase the
chances of sales due to impulse buying.
Effective advertising

The results showed that the awareness level of people about Fortune Soya Nuggets was
very poor as majority of them responded that they did not know about it. An effective
and clear positioning campaign should be introduced. Also, it is observed that doctor
advice plays a crucial role in influencing the consumer, therefore advertising can be
created where the edible oil are being recommended by medical experts/dieticians. This
would create a better influence over the audience.
29

Digital marketing is taking strides in todays times. So, it can be effectively utilized
creating ads YouTube.

The recent youtube adv. Of MOM-EXCHANGE could be moulded in some form to

show case the product Fortune Soya Chunks being used by both mothers in the ad
campaign.

30

EXIBITS
EXIBIT-I
Questionnaire for Retailer

Instruction- On Likert scale

1= Strongly disagree
2= Disagree
3= Neutral
4= Agree
5= Strongly agree

Which type of
Packed
Loose
Both

If keep a packed soya nuggets which brand do you keep?

Nutrela

Fortune

Others

How much soya nugget you sell each month?

50 kg or lower

50-100 kg

100-150 kg

More than 150 kg

soya nugget is preferred by consumer?

Which brand gives you good service in terms of margins and

other extra benefits?
Nutrela

Golden harvest

Fortune

Others

Does Fortune bear the loss of any damage in the product while
unloading or expiry in soya nugget?
Yes

31

 No

If not keeping or keeping less Fortune Soya nugget, What are the
reasons? Please Mark below.
High price

Advertisement

Quality

Schemes
Low demand

What is the most effective way to advertise

1
4
5
TV ads

Newspaper ads

Banners

Internet

Social media

Pamphlets

Hoardings

for the company?

2
3

Any suggestion that you want to give to fortune for its soya nugget?
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_________

2. Exibit-2
32

Questionnaire for Consumer

Instruction- For Likert scale

1= Strongly disagree
2= Disagree
3= Neutral
4= Agree
5= Strongly agree

How frequently you purchase soya nugget?

Daily

Weekly

Monthly

Yearly

Which type of soya nugget you buy ?

Packed

Loose

Which type of soya nugget you prefer?

Soya granules

Soya Badi

Soya chunks

How much quantity you prefer to buy at once?

100 gm

200 gm

500 gm

1 kg

If packed then which brand you prefer the most?

Nutrela

Fortune

others

Please rate the following in terms of importance given to them while

buying soya chunks1
2
3
4
5
33

Price

Advertisement

Discounts

Brand name

Are you aware about Fortune soya nugget in market?

Yes

No

Are you satisfied with the quality of soya nugget brand you are
presently using?
Yes

No

Rate the following parameters on a scale of 1 to 5 which affect your

perception of soya chunks?
1

5
Aroma

Softness

Moisture content

Taste

What is the most appealing way of advertising for you?

34

1
4

5
TV ads

Newspaper ads

Banners

Internet

Social media

Pamphlets

Hoardings

Any suggestion you want to give to Fortune for Soya nugget?

_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_________

35

REFERENCES

https://www.google.co.in/search?
q=SOYA+CHUNKS&oq=SOYA+CHUNKS&aqs=chrome..69i57j0l5.6332j0j7&s
ourceid=chrome&es_sm=93&ie=UTF-8
http://siteresources.worldbank.org/INTAFRICA/Resources/2579941215457178567/Soybean_Profile.pdf
http://adaniwilmar.com/
http://healthyeating.sfgate.com/nutritional-value-soya-chunks-2216.html

36

Abbreviations

TVC television commercial

SKU-stock keeping unit
QPS-quantity purchase scheme
TVP-textured vegetable protein

37