A

PROJECT REPORT

ON

Put up the project title here, then ‘for Weikfield Foods Pvt. Ltd.’

WIELKFIELD CO.PVT LTD.

SUBMITTED TO

MATRIX BUSINESS SCHOOL

AMBEGAON (Bk), PUNE-411041

BY

DEEPAK RAWAT

1
PGDM

2009-11

2
 DECLARATION

I DEEPAK RAWAT declare (Confirm is a better word) that this project report titled
“CONSUMER SURVEY ON BRAND PREFERNCES AND CONSUMPTION
PATTERN OF CORN FLOUR” is an original work done by me as a part of my
academic course, under the guidance of Mr. Josh Chacko (summer Training ).I
further thank my institute project guide Mrs. Prajyakti Bakre.

Prof. Dr .J.N.POL Prof. Mrs. Prajyakti Bakre.

DIRECTOR Project Guide:

DATE:-

PLACE:-

3
 ACKNOWLEDGEMENT

I would like to express my heartiest gratitude to Mr. Josh Chacko (Marketing executive
in Weikfield Foods Pvt. Ltd, Pune) for giving an opportunity to associate myself to the
world’s largest company (we are not that big) and to carry out my project titled
“CONSUMER SURVEY ON BRAND PREFERNCE AND CONSUMPTION
PATTERN OF CORN FLOUR”.

(Remove this line as we did only consumer survey) I would also give special thanks to all the
outlet holders whom, I visited for their support, information, co-operation, advice to complete
my project details. Would also given my sincere thanks to all the staff and the members of
Gujarat co-operative milk marketing federation Ltd. (CUT N PASTE, please delete,)

I am also thankful to our Miss Arti Mishra who had supported me a lot while doing
my project work

(It gives a feel that Ms. Arti helped you with Gujarat milk marketing)

I wish to express my heartiest gratitude to Dr. Mr. J.N.POL. (Director) MATRIX

BUSINESS SCHOOL.

DEEPAK RAWAT

PGDM (AICTE)

MARKETING

4
 CERTIFICATE

This is to certify that the project titled “CONSUMER SURVEY ON BRAND PREFERNCE AND
CONSUMPTION PATTERN OF CORN FLOUR”Is a bonafide work carried out by DEEPAK
RAWAT A student of Post-Graduate Diploma in Management course at Sinhgad Business School,
Pune for fulfillment of PGDM course of Pune.

He has worked under our guidance and direction. His work is found satisfactory and complete

In all respects.

Prof.-Dr.-J.N.POL Prof. Mrs. Prajyakti Bakre

Director Project Guide

DATE:-

PLACE:-

5
 Contents
Page No.

1. Introduction…………………………………………………
 Definition of Project 8
 About the Study 9
 Objectives of the Study 12
 Scope of the study 13
 Limitations of the study 14
2. About Company…………………………………………….
 History 16
 Back Ground 18
a. Weikfield in Nutshell 19
 Mission 21
 Values 22
 Location 23
3. Product Profile…………………………………………………
a) Desserts and Ingredients 25
b) Fresh Vegetables and Fruits 26
c) Processed Vegetable Fruits 27
d) Sauces Pickles and Condiments 28
e) Health Food and Beverage 29
f) Organic Tea 30
g) Corn Flour 31
4. Research Methodologies………………………………………….
 Research Definition 38
a. Research Process-flow Chat
 Method of Analysis 40
5. Competitors ………………………………………….. 33
6. Data Analysis…………………………………………..
41

6. Recommendation and Findings ……………………….. 56

7. Conclusion………………………………………………. .57

8. Bibliography……………………………………………. 58

6
 9. ANNEXURE …………………………………………………. 59

a. Questionnaires

 INTRODUCTION

 INDUSTRY PROFILE

7
8
 MEANING OF PROJECT

The word “Project” has great specification in the field of management before starting
any work we must have an idea about its basic. The meaning of the “PROJECT” is
as follows: -

“P” – The word ‘p’ signify the phenomenon of planning, which deals symbolization and
proper arrangement of sensex and suggestion on respectively in accordance with need.

“R” – It stand for associated with word resource with which guides to promote planning.

“O” – This letter stands overhead expenses on unestimated expenses, which occur in
manufactures designed or layout of project.

“J” – This letter stands for joint efforts i.e. Project work which is undertaking should be
completed with a combined effort.

“E” – This stands for engineering i.e. worker undertaken is to be employing technical
process.

“C” – This stands for the phenomenon of constriction on which is more essentially and basic
form of work.

“T” – This stands for the techniques unless techniques to work is not Known.

9
 About the Study

Brand Preference and Consumption Pattern of Corn Flour

This study entails about the consumer’s psychology behind the brand of corn flour preferred
by them for consumption and the pattern of consumption for it .i.e. it means how
consumers are using the product , in what quantity and in what way. It involves the
behavioral element that influences purchasing decision therefore, knowing consumers
becomes vital for any business organization. In the present era of cut and throat
competition a periodical review is required to suit the requirement of changing
consumption pattern and brand loyalty to retain and increase customers.

Brand Preference : The stage of brand loyalty at which a buyer will select a
particular brand but will choose a competitor's brand if the preferred
brand is unavailable.

consumption pattern:

The combination of qualities, quantities, acts and tendencies characterizing a community or

human group's use of resources for survival, comfort and enjoyment.
Brand preference and awarenessresearch studies conducted to determine the awareness
of specific brands or companies and the degree to which the purchasing population prefers
or doesn't prefer a specific product.Researchsurvey, commonly organized by a major
professional marketing researchcompany, in which different cross sections of the
community are interviewed by sampling techniques at regular intervals about buying
habits, product and brand preferences.Consumers usually have some sort of brand
preference with companies as they may have had a good history with a particular brand or
their friends may have had a reliable history with one. (Remove the hyperlinks underlined)

People begin to develop preferences at a very early age. Within any product category, most
consumers have a group of brands that comprise their preference set. These are the four or five
up market brands the consumer will consider when making a purchase. When building
preference, the goal is to first get on the consumer’s preference sets, and then to move up the
set’s hierarchy to become the brand consumers prefer the most – their up market brand.
Gaining and maintaining consumer preference is a battle that is never really won.
Definitions of brand preference are as follows:-
o
Selective demand for a company's brand rather than a product; the degree to which

10
consumers prefer one brand over another
o
The percentage of people who claim that a particular brand is their first choice.
In every product category, consumers have more choices, more information and higher
expectations than ever before. To move consumers from trial to preference, brands need to
deliver on their value proposition, as well as dislodge someone else from the consumer's
existing preference set.
Preference is a scale, and brands move up, down and even off that scale with and without a
vigilant brand management strategy. Pricing, promotional deals and product availability all
have tremendous impact on the position of our brand in the consumer’s preference set. If all
things are equal, the best defense is to make us more relevant to consumers than the
competition. The brands potential can only be fulfilled by continually reinforcing its perceived
quality, up market identity and relevance to the consumer. The same branding activities that
drive awareness also drive preference. And, while awareness alone will not sustain preference,
it will improve the brand’s potential for building and maintaining preference.
With a great story and a large enough investment, awareness can be attained rather quickly.
It takes time, however, and constant revaluation to build brand preference. Aristotle professed,
“We are what we repeatedly do. Excellence then is not an act, but a habit.” Attaining and
sustaining preference is an important step on the road to gaining brand loyalty. The ability to
generate more revenue, gain greater market share and beat off the competition is the reward
given by consumer toward particular brand.
Brand preference is the Selective demand for a company's brand rather than a product; the
degree to which consumers prefer one brand over another. In an attempt to build brand
preference advertising, the advertising must persuade a target audience to consider the
advantages of a brand, often by building its reputation as a long-established and trusted name in
the industry. If the advertising is successful, the target customer will choose the particular brand
over other brands in
any category.

Consumer prefer particular brand because they find it easier to interpret what benefits brand
offers feel more confident of it and get more satisfaction from using it and get more satisfaction
from using it. Because of such consumer preference, the brand can charge a higher price,
command more loyalty, and run more efficient marketing programmes (e.g. it can spend more
retailer incentive and it cost less to launch brand extension) .The brand preference therefore
command a higher asset value.
Brand Preference choice criteria
There are six criteria choose brand preference. The first three element categorised as“ Brand
Building” in terms of how brand preference can be built up. And last three elements are known
as “defensive” because it preserved in the face of different opportunity or different brands
available in market.

 Memorable: - How easily particular brand are recalled? How easily recognised? Is this
true

11
at both purchased and consumption.

 Meaningful:-To what extent particular brand prefer in corresponding category? Does it

suggest something about a product ingredient or the type of person who might use the
Brand?
E.g. fair and lovely cream, close-up toothpaste

 Likeability:-How aesthetically appealing do customer finds the brand element? Is it

Inherently likeable visually, verbally and in other ways? Concrete brand name such as
Scorpio, Splender

 Transferable : Can the brand element be used to introduce in new product in the same or
Different categories? To what extent does the brand add to brand equity across geographical
Boundaries and market segments?

 Adaptable:-How adaptable and updatable is the brand element? E.g. Lifebuoy, the largest
Selling soap brand all over world.

 Protectable:- How legally protectable is the brand element? How comparatively

protectable?
Can it easily copy? It is important that names that becomes synonymous with product
Categories. Such as Xerox, Fiberglass.

Brand Positioning

"A strong brand position means the brand has a unique, credible,
sustainable, and valued place in the customer's mind. It revolves
around a benefit that helps your product or service stand apart from
the competition.” Scott Davis,

Brand Asset Management

Organizations seek to develop and project brand perceptions based on

internally driven needs and goals. In Jack Trout's book "Differentiate
or Die,” he presents evidence that supports his theories on
consumer behavior and interpretation. Although these concepts
seem self-evident on the surface, organizations tend to ignore these
immutable laws in their daily brandingactivities.

12
 Objectives of the Study

Objective of the project:- (CUT N PASTE, please delete)

 To find out the potential market Reliance postpaid customer

 To understand perception of customers for Reliance.

 To identify the hidden expectations of customers from the company.

 To understand the satisfaction level of Reliance postpaid customer.

 To analyze the gathered information.

 To identify weak and strong points.

 To understand the business of Reliance communication in the market.

 Studying about the factors affecting the Buying behavior of customer.

 To know which Advertising Media is effective for Reliance communication.

 To find out the new target customer for Reliance postpaid.

13
 Scope of the Study

Scope of study:-
(CUT N PASTE, please delete)

 To find out the potential of Weikfield Food Pvt.Ltd.

 To know about position of Weikfield Food Pvt. Ltd performance in current

market.

 To understand the business of Weikfield Food Pvt. Ltd in the market.

 Studying about the factors affecting the Weikfield Food Pvt. Ltd business.

 Studying the perception of people about Weikfield Food Pvt. Ltd.

 To find out the new target customer for Weikfield Food Pvt. Ltd.

 Studying the satisfaction level of Weikfield Food Pvt. Ltd customers.

(We never touched any of the above points. Your study was just limited to Corn
Flour. Please copy and paste what Nishikant has written under scope of study in
his report)

14
 Limitations of the Study

Limitation of the study:-

(Please copy after making the corrections asked for in Nishikant’s)

 It can be used only when respondents are educated.

 Sometimes respondents are not truly representative.

 Sometimes respondents gave ambiguous reply.

 Sometimes people don’t take interest to answer, our whole questionnaire.

 Sometimes people are not known English and Hindi.

 Sometimes people are not cooperating.

 Sometimes respondent have not sufficient time to answer our whole

questionnaire.

15
16
(Don’t put up the interview as it is. Take out main points
and put it in third person)
History

MUKESH MALHOTRA, MD.

Sweet taste of success for Weikfield

IF PARTITION of India uprooted Malhotras from their roots,it also gave them a new identity;
An identity that they are now proud of.One of the leading foods companies,Weikfield is currently
The largest selling custard powder in India.Thecompany with 100,000 retail outlets across India
And five continents is also the market leader in products such as baking powder,cornflour,
Vegetarian jelly and fresh mushrooms.
"Among the last habits to change are food habits and though there is no likelihood of disruptive
technologies emerging in this sector,we do have to anticipate changes in food habits before they
actually happen.Before a product becomes
obsolete,"saysMukeshMalhotra,managingdirector,Weikfield Products.

17
He cited the examples of jellies and custards, products that are no longer manufactured and sold in
western countries: Weikfield makes them in India and exports to the US and Canada where the larger
manufacturers have exited the business. This could soon happen in India,too,as consumers of these
desserts move on, making them obsolete.
The beginning and the journey of Weikfield was not so easy. Weikfield Food Products was set up by
SP Malhotra and his brother in Pune, where they came after Partition.
Before partition, theMalhotra Grand Auction Mart in Rawalpindi (Pindi) was not just a store selling
goods needed by the high society.It also had imported crockery as well as packaged food items such
as custard powder,cornflour,jellies and bacon imported from the UK and Australia.
However,after the partition of India in 1947,the family came to Delhi.Since,it was crowded with
refugees,SP and a couple of friends set off to find a less crowded place.
Their first stop was Jhansi.But it was too hot round that time of the year.So they went to Bombay (as
it was then known),which they found too crowded and sticky.Next,Materhan,a hill station between
Bombay and Poona,didnt have too many customers.
Thus,SP zeroed in on Poona,which reminded him of his native Pindi.With the hill
station,mahabaleshwar,not too far away,he could recreate the Pindi-Murree ambience.
The name Weikfield was deliberately chosen to make it sound like a foreign,henceimported,brand.SP
and his brother BR Malhotra,used to go to Bombay and passed a building called Wakefield
House,They were advised to change the spelling a bit,to avoid legal hassles with the oil and paint
manufacturing company.The aim was to cater to the westernised elite and the armed forces were one
major segment.
Weikfield is now working on exotic desserts.MrMalhotra was reluctant to mention specifics,since
this is competitive information,beyond saying that they will introduce a range of mixes for Italian
desserts.
"We will launch new products,dessertmixes,in a years time.They are currently at the stage of
development,"hesaid.Weikfield has a strategy of choosing segments where the competition is not the
big food daddy.It prefers to concentrate on segments that are too small for the big players.
The importance of having a significant distributor and retail network was not lost on founders of the
company.Today,Weikfield products are available in 120-150,000 outlets across the country."This is
our real strength: our nation wide sales and distribution network and the customer knowledge we
have.It is this network that would-be partners have their sights on when they ask us to partner
them,"MrMalhotra said.
Outlining the major challenges,the engineer-turned-entrepreneur MrMalhotrasaid,"In the long
term,the biggest challenge will come from organisedretail.This is a sector which is growing and
power is shifting away from the manufacturer to the retailer.Internationally,FMCG companies have
consolidated because the retailers became bigger.Through sheer necessity,there will be consolidation
in India,too,although it will take at least another generation before organised retail becomes the
dominant player."
Before that happens,though,MrMalhotra is keen to have a strategic tie up with an international
player.Having settled the business within the family,with the exit of a brother,Weikfield is now ready
to form strategic partnerships for growth.Although they have been wooed by large players,it is
looking at an equal relationship.
"A large international, 1.8 billion company wanted to join us.We refused because we are a mid-sized
company by the Indian standards .we don’t want to merely be the partner who introduces a foreign
company through our 150,000 outlets,"MrMalhotra said.
While private equity (PE) players have also offered to take the company to the "next
level,"MrMalhotra prefers to tread cautiously."It has to make commercial sense to the family,these
have to be long term decisions.When you have a professional CEO,he tends to take decision for a
shorter term,for top or bottom line growth.

18
 BACK GROUND

The Weikfield story is a story of “SWEET SUCCESS”. A Story That began in

1956,With manufacture of Custard Powder and Corn Flour .It was a humble entry into
the world of processed foods and today, over five decades later, Weikfield is a multi-
division company,manufacturing over 50 quality products,and meeting the tastes of
even the most discriminating buyers,the world over.

Customer satisfaction has beenand remains Weikfield primary goal. Uncompromising

insistence of high standards, continuous innovation, and the conscious commitment
and dedications to provide value for money to the customers has made Weikfield a
house name. Room package foods to agro products to tea, honey and mushrooms,
Weikfield has opened new doors and frontiers and has grown enormously by seeing
new opportunities and challenges.

Weikfield set up operations in Pune, Maharashtra, with two products on its production
line - custard and corn flour. Today, the network spans 1, 80,000 retail outlets across
India and 5 continents globally. Quality and reputation, the most valued assets of our

19
 company, are visible across our range of 50 food products. The customer has been our
guide, and his expectations have given Weikfield its business blueprint.

The domestic network encompasses 20 C&F Agents, 900 distributors and stockiest in
every city in the country. Overseas, our growing web of agents, distributors and direct
buyers covers North & South America, Continental Europe & UK, the Middle East,
Australia and Africa. The team at home is a lean and productive family of 400 people, 300
of which are part of the manufacturing process spread over three facilities. We are
focused on technology, innovative new products and growing markets - in other words, a
company that is on a decidedly upward trajectory

 Weikfield Production facilities are located at three locations Viz. Lonikand

-Pune, Bakori-Pune and Nalagarh in Himachal Pradesh (HP).

 Weikfield plant at Lonikand –Pune and Nalagarh(HP) manufacture a versatile

range of processed food products like Custard Powder, Corn Flour, Baking
Powder,Flavoured Jelly Crastals, Ice cream Mix Powder, Custard Pudding,
Oats, Hot Beverages, Tea and teabags, etc. Weikfield is one of the only organic
certified tea packing unit in the country and produces awide range of flavoured
organic tea under the “Weikfield”, “Lakefield Farm” and “Whitefield Estate”
brands in innovative packaging.

 WeikfieldAgri Growingand Processing Facility at Bakori-Pune cultivate white

button mushrooms and manufactures processed mushrooms, honey and range of
sauces ketchups, pickles and condiments.

 The head office of Weikfield FoodsPvt.Ltd, Located in Pune, MAHARASTRA.

WEIKFIELD IN NUTSHELL (club this to above topic where ever possible. You
have already mentioned the below text matter above in the background)

20
Our business in a nutshell is as follows:

Weikfield is an iconic, 52 year old, Indian Brand, with national distribution. We have a group
employee strength of approx. 600 people, spread across 4 manufacturing facilities. We have
nationwide distribution, with a sales staff of 85 people across India. We have 20 C & F's, 500 +
active distributors and currently service over 80, 000 outlets in India with a presence in all the new
supermarkets chain. Our export division was established in 1972 and our products are presently
avialable on 5 continents. We also have a JV with Dabur (India) where we manufacture in Dubai and
market our products across the middle east.

Our dry product range consists of dessert powders like custards, jelly crystals, creme caramel, bakery
Ingredients like corn flour, baking powder, cocoa powder, drinking chocolate and health products
such as rolled breakfast oats, organic teas (WWW. Weikfieldorganic. Com) and flavoured glucose
drinks.

Our wet products range consists of canned mushrooms, Italian style marinated mushrooms, Sauces:
hot sauce, soy sauce, Worcestershire sauce, red & green chili sauces, Thai sweet chili sauce,
European style mustard paste, Pickles and Natural Honey (currently selling in UK) . All wet products
are available in glass and PET bottles.

We are one of the pioneers of organic tea processing and packing in India and have had an certified
packing facility since 1996. We have an in-house R& D team and have years of experience and
knowledge of working with organic / natural flavours. We have developed organic tea portfolios for
international brands based in France, USA, Canada and Australia. Weikfield currently sell its own
brands in USA, Canada, Germany, Belgium, Holland, Switzerland and Chile. We won the
International Food Quality Institute (Brussels) , Taste Award for our teas in 2006. Our teas are sold
through nationally distributed chain stores and by specialty distributors. More details on our organic
teas are available on our website.

Main Products

• Baking Powder
• Custard Powder
• Glucose Powder
• Sugar Free Sweetener
• Organic Tea
• Corn flour

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 M ISSION S TATEMENT

Food with a future: that’s the spirit of Weikfield.

To produce and market trusted food brands, conforming to the highest
international standards of quality and convenience, for discerning customers
in the Indian and global markets, with every Weikfield employee
passionately dedicated to achieving the goals of the organization.

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23
 WEIKFIELDFOODS PVT.LTD.

Our Values
 Customers Focus

 Passion for Excellence

 Continuous all round innovation

 Transparency and integrity

 People Development

 Social Responsibility

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 LOCATIONS

CORPORATE OFFICE:

WEILKFIELD IT CITI INFOTECPARK,

“D” BLOCK,9”FLOOR,NAGAR ROAD,
PUNE-411014, INDIA.
TEL:91-20-6647830
FAX :91-2066478330
E-MAIL:WEILKFIELD@WEILKFIELD.COM
WEBSITE:WWW.WEILKFILD.COM

LONIKAND-PUNE FACTORY:
WEILKFIELD ESTATE,GAT NO.485,
LONIKHAND NAGAR ROAD,
TALUKA HAVEL, DIST: PUNE-412216 INDIA.
TEL:91-20-66322300
FAX-91-20-66322345
E-MAIL:WEILKFIELD@WEILKFIELD.COM
WEBSITE:WWW.WEILKFIELD.COM
GDP AND IPD PRODUCTS

25
 BAKORI-PUNE FARM AND FACTORY:
GAT NO:323/331,VILLAGE BAKORI,
TALUKA HAVELI, DIST: PUNE-412207
TEL:020-9272225085
E-MAIL:WEILKFIELD@WEIKFIELD.COM.
WEBSITE: WWW.WEILKFIELD.COM
APD PRODUCTS

NALAGAR-HIMACHAL PRADESH:
NALAGARH-BHARATGARH ROAD,
VILLAGE BHATAIN, NALAGARH,
HIMACHAL PRADESH-1744101 INDIA.
E-MAIL:WFPLNLAGARH@GMAIL.COM
WEBSITE: WEILKFIELD.COM
GDP PRODUCT

26
 PRODUCT PROFILE (Align properly and remove hyperlinks below)
Desserts & Ingredients

o Fresh
Vegetables & Fruits
o Processed
Vegetables & Fruits
o Health
Foods & Beverages
o Sauces,
Pickles & Condiments
o Organic
Tea
o Product
Barcodes

1. Desserts & Ingredients

Custard Powder

27
Baking Powder

Cornflour

Vegetarian Jelly

Cremelle Pudding Mix

Freeze Ice Cream Mix

Cocoa PowderIcing SugarVanilla Powder

2. Fresh Vegetables & Fruits

Firm, supple and nutritious, mushrooms contain a host of key nutrients like copper,
potassium, folate and niacin. Weikfield mushrooms are grown in a controlled
environment that spans 5 acres. The cultivation is totally unaffected by and immunized
from external weather conditions. These mushrooms are hygienically packed in
innovative punnet packs

28
29
3. Processed Vegetables & Fruits

Sweet Corn Kernels

.

Canned mushrooms

Tutti Fruti

30
4.Sauces, Pickles & Condiments

31
5. Health Foods & Beverage

32
 Organic Tea

Weikfield Products Company is one of the leading food companies in India. Since 1999 we have
already been working in the organic tea business. Based on our vast experience in this business
sector we developed profund know-how of sourcing, processing and blending teas. Our headquarters
are based in Pune one of the most thriving cities in India where we process the raw material and
export all of your fine blended organic products. We closely cooperate with the best tea gardens in
India and only source from Darjeeling, Nilgiris and Assam.

(For all the products in the above 5 categories, please align

pictures and text to page properly)

33
 C ORNFLOUR

Remove this pic as it is for

export and not domestic. You scope was just domestic
retail product

Extracted from maize, Corn flour is a gluten-free thickening agent. Fine and pure, Weikfield
Corn flour dissolves easily to make a smooth, lump-free paste, ideal for soups, sauces, puddings,
gravies and all sorts of Chinese dishes.

34
AVAILABILITY OF CORN FLOUR

CORNFLOUR

Consumer Packs Bulk Packs

100 X 100 g Pkt 25 X 1 kg
20 X 500 g Pkt Bag
30 X 500 g 6 X 2 kg
Poly jar Carton
5 X 5 kg
Bag
1 X 25 kg
Bag
1 X 50 kg
Bag

35
36
37
 Brown & Polson's Corn Flour

Weikfield is 50 years old and brown & polson is a much older

company. So the 20 years claim above does not make
sense in your report.

38
 Brown & Polson's Corn Flour

Remove all the Brown and Polson packs shown. These are products in foregn countries
and also institutional product. The pack is entirely different in India. Yor focus is only on
retail pack. Surprising to see even this is not noted from your side during the study. If
no pack is available in the internet, buy a pack and take a pic of it.

Shreeji – remove this pic, as it never happens for you in the survey
done. Try getting pics of Suprime etc

39
 Brown & Polson Corn flour 500g

Remove all the Brown and Polson packs shown.

Price per kg: £1.96 in rupees this comes to hardly rs. 160. this is foreign rate boss. Go to market and
get the Indian prices

Product Description

Brown & Polson Original Patent Corn flour

Pure fine white corn starch milled from maize grain from which the outer hull, germ and gluten have
been removed by a patented milling process.
Because Brown & Polson Original Patent Corn flour is gluten free and so finely milled it is naturally
smoother than ordinary flour giving superior results when used in all your

40
RESEARCH DESIGN

AND

METHODOLOGY

41
RESEARCH:-

Research in common parlance refers to a search for knowledge. Once can also define research
as a scientific and systematic search for pertinent information on a specific topic. In fact, research is
an art of scientific investigation. The advanced Learner’s Dictionary of Current English lays down
the meaning of research as “a Careful investigation or inquiry especially through search for new facts
in any branch of knowledge.” Redman and Mory define research as a systematized effort to gain new
knowledge”.

According to Clifford Woody research comprise defining and redefining problems,

formulating hypotheses or suggested solutions; organizing and evaluating data; making deductions
and reaching conclusions; and at last carefully testing the conclusions to determine whether they fit
the formulating hypotheses.

1.2 RESEARCH PROCESS IN FLOW CHART

Formulation of Secondary Selection of

Objective Data sample size

Questionnaire
Preparation

Recommendatio Primary Data

ns Collection

42
 Findings Analysis
Limitation Conclusio
n

Research Design:- Research design is purely & simply the framework or a plan for research
studies that guides the collection & analysis for data. It is considered as skeleton of research in
completing a study.

Sampling Units

It gives the target population that will be sampled. This research is related to the
corporate customer segment. For this research various house wives in home using
different brands were the target respondents. Population is all the industrial areas of
Pune region but as a sample I select the following residential area and corporate
offices of

 KATRAJ REGION
 VIMAN NAGAR

3.2 Sample Size

Large sample gives reliable results than small sample. But it is not feasible to survey
entire target population. Being aware of the time and cost constraints, this project
maintained sample size of 100 respondents having:-

 Professionals - 49
 House wife’s - 32
 Others -15
3.3 SAMPLE SELECTION
 Systematic sampling

In systematic sampling we select every nth item of one side of street and so on. This
procedure is useful when sampling frame is available in the form of list. In such a
design selection starts by picking some random points in the list and then every nth
element is selected until the desired number is secured. (Not meaningful, please
remove)

43
 Methods of data analysis

Analytical tools I used, which include

 Tabular Analysis
 Graphical Analysis
 Percentage Analysis
Because my research approach is quantitative and the best way to represent
quantitative data is pie-chart in percentage term. Through pie chart we can easily
understand the data, facts and figure.
Population Definition: - The main population for the segmentation of market on the basis of age
group, geographical area and market condition. So for this project first I prepared the list of female
respondents age group between 20-60 years.

Unit of Analysis: - In my research work the unit of analysis is all those consumers using corn
flour.

1.3 SOURCES OF DATA: -

 Primary Data: - A structured questionnaire is prepared for this survey. Here 250 respondents
were met to collect the primary data. (73 or 100 or 250)
 Secondary Data: - Secondary data were collected from Internet, Company Profile, and
Magazines etc.
Methods Of Data Collection:-
 Survey Method.
 Interviews.

Here survey method used by me for the collection of primary data because it is the most
commonly used method of primary data collection in marketing research. It is widely used because
of its extreme flexibility.

44
DATA interpretation
And
ANALYSIS

45
1.1 WHICH BRAND OF CORN FLOUR ARE YOU AWARE OF?

S.NO AWRE BRANDS NO OF

RESPONDANT
1 BROWN AND POLSON 66
2 WEILKFIELD 82
3 SUPRIM 36
4 COOKWEEL 22
5 BLUE BIRD 4
5 OTHERS -
6 TOTAL 210

Fig.no.1.1

COMMENTS:-

1. The pie chart shows the awareness of brand among the consumer.

2. The aware brands found among the competitors in percentage are Brown and
Polson 28%, Suprim 18%, cook well 11%, and Weikfield maximum i.e. 41% but there is one brand
which consumers know least are Blue Bird and others.

46
1.2 WHICH BRAND DO YOU USE?

s.no Brand Name NO. of Respondent Aware

1 Brown & Polson 21

2 Weikfield 28
3 Suprim 17
4 Cookwell 23
5 Blue Bird 7
6 Everest -
7 Total 96

Fig.no.1.2

COMMENT:-

1. The brand used was found to be very statically variable.

2. The pie chart shows at what percentage the usage of Corn Flour taken
place,
Weikfield -28%, Suprim-17%, Cookwell-23%, Blue Bird-7% and other brands
are 4%, it was seen during that Survey that there is strong image of Weikfield
In consumer mind

1.3 WHY DO YOU STICK TO THIS BRAND?

47
 S.NO. factors of purchase NO. of
Respondent
1 Quality 44
2 Taste 6
3 Brand name 24
4 Price 2
5 Easy availability 14
6 Retail Push 2
7 Advertisements 0
8 Peer/Family 6
recommendations

9 others 2

In table either put as % or the number of respondents. Please don’t scramble between this. 44 in
table becomes 45 in graph

Fig.no.1.3

COMMENTS:-.

1 .The pie char show the factor affecting the buying process of corn flour.

2. There are many factor listed but major factors which influence the corn flour market
are quality 45%,brand name 25%, and advertising 14%.

48
1.4 QUANTITTY OF CORN FLOUR YOU REGULARLY PURCHASE?

S.NO. Purchase Quantity Response

1 50 gm 20
2 100 gm 14
3 200 gm 26
4 250 gm 6
5 500 gm 20

Again same comments for all the graphs

BRANDS USED BY CUSTOMERS REGULARLY

Fig.no.1.4

COMMENTS:-

1The pie graph shows the pack purchase by consumer at a time.

2The 200gm pack is mostly selling product carrying high weight age i.e. 30%,30% and 23% are for
50gm and 500gm respectively.

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1.5 PRICE OF PACK YOU PURCHASE?

S.NO. Price of the Pack Response

1 Rs 20 14
2 Rs 30 12
3 Rs 40 27
4 Rs 50 8
5 Rs 60 23
6 RS 70 5
7 RS other 11

Fig.1.5

COMMENT-

1.The pie chart shows the pack purchase by the consumers.

2.The formulated is come to conclusion the consumer have a desire to buy Rs 40,Rs
20, and there few consumer who really go for high price the percentage for high price
consumer are –Rs 70-5%

Only.

50
1.6 Frequency of purchase of Corn Flour?

S.NO Frequency of Purchase NO. of Response

1 Once in 2 weeks 8
2 Once in a month 48
3 Once in 2 months 6
4 Once in 3 months 10
5 Once in 6 months 16
6 According to usage 4
Total 100

Fig.1.6.

Comments:-

1.The graph shows the frequency of buying of corn flour by consumers.

2.The use of the corn flour is minimal it is found people use to buy it in about month time the
percentage of monthly users are 52%,6 month time and 3 month time user are 17% and 11%
respectively.

51
1.7 TYPE OF PACKAGING YOU PREFER TO BUY?

S.NO Type of packing purchase no of Buyers

1 Paper Box 40
2 Plastic Pouch 23
3 Glass Jar 10
4 Plastic Jar 21

Fig no.1.7

COMMENTS:

1.-The pie chart show the

packing of corn flour prefer
by consumer.

2.There are high percentage

of people who desire for paper
packing 43%,plastic
packing consumers are
24%,plasti jar22%, and
glass jar only 11%
consumer available.

1.8 How frequently Corn Flour is use at home?

S .No Frequency of consumption Responses

52
 1 Daily 28
2 Weekly 19
3 Monthly 9
4 For Parties 6
5 Twice in Week 9
6 Fortnight 7
7 For Special Occasions 5
8 For Festivals 13
9 others 4

Again table is in % or number , what is the 0

% in the graph

Fig.no.1.8

COMMENT:-1. The graph show the use of corn flour in time and period of being purchase by the
consumers.

3. The rate it is being sold and purchase by the consumer depend on the time
when it is required,
Weekly 19%, twice in week 9%, fortnight 7%, and for the festival it is use 13%.

1.9 What time is Corn Flour usually used at home?

S. No Time of consumption Responses

53
 1 Breakfast 36
2 Lunch 28
3 High Tea Time 12
4 Brunch 18
5 Evening Snack Time 29
6 Dinner 46
7 other

Fig.1.9

Comments:-1.The graph shows at what time the corn flour is being used.

2.The pie chat shows that at breakfast and dinner time it is use most i.e.27% and 21%
respectively .the other time it is use in lesser like high tea time -7%,brunch11% and so on.

1.10 How much Corn Flour is utilized during a single preparation?

S.No Quantity of Brand used for single No of

Prepration respondant
1 1 tea spoon 12
2 2 tea spoon 5

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 3 3 tea spoon 15
4 Quarter packet 1
5 5 tea spoon 0
6 half packet 3
7 entire packet 0
8 1 table spoon 10
9 2 table spoon 0
10 3 table spoon 7
11 10gm 0
12 20gm 8
13 30gm 0
14 40gm 0
15 50gm 0
16 others(1kg) 1

Fig.1.10

Comments:-1. The bar graph shows the quantity of corn flour use in single preparation of food .

2.The 1 tea spoon,30gm,entire pack and 10gm are use in lesser amount but 3tea spoon was

Maximum in in use .

1.11 How is Corn Flour consumed at home?

s.no pattern of consumption responses

55
 1 as a thickening agent 40
2 with pudding 26
3 with dessert 12
4 with Jalibies 2
5 with Busicuit 0
6 with Chinese dishes 28
7 with manchurian 30
8 with shoup 38
9 with gravies 45
10 with Cakes
11 As a Baby food 2
12 others-
Chicken, tikkies,
chapattis, gulabgamun
For making the graph, remove the above options that have 0 value.

Fig.1.11

Comments:

1. The pie chart shows the consumption of corn flour at home.

2. The use of corn flour is found maximum as to prepare the Chinese dishes 13%, thickening agent
20%manchurian13% and shop17%.

1.12 WHAT IS THE OCCUPATION OF THE RESPONDENT TAKEN?

56
 S. No Occupations No Of
Respondents
1 Professionals 47

2 House wife 41

3 Students 14

Here the sample size has gone up to 102 respondents

COMMENT:-

1. The respondent taken are women’s, there occupation are considerable for better occurrence
of result. (no meaning)

2. The occupation of the ladies is student, house wives and professional.

3. The total respondent are 100 among that 47% is professionals, 41% is house wife’s, and rest
are students.

46, 40 % in the graph

57
 OBSERVATION
SUGGESTION AND
RECOMMENDATION

OBSERVATION AND FINIDINGS

Corn Flour is a processed and agri based food product. On the completion of consumer survey in
Sinhgad Road and Katraj area of Pune through questionnaire, I observed the followings:

58
Earlier it was written, survey was done in Viman Nagar
1. Brown & Polson, Weikfield, Suprim, Cookwell, Blue Bird are the major player in the
field of manufacturing of Corn Flour.

2. Corn Flour is not a regular used food product in the kitchens of Viman Nager and Karve
Nager area. Consumption quantity is less except its uses for Chinese dishes (Manchurian)
and on special occasions.

Where does Karve Nagar come now……………..

3. Among the major brands Weikfield and Suprim hold major market coverage for the
product.

4. The product is not frequently purchased by the consumer so retailers keep it in their store
accordingly.

5. Consumers prefer the Paper Box (Duplex) packaging most for the Corn Flour product.

6. The consumers using the product are concerned on its ready to use feature and nutritious
value. (View nishikant for my comments)

59
 SUGGESTIONS AND RECOMMENDATIONS

Though during the consumer survey i found strong brand image of Weikfield in the minds of its
regular users there are certain suggestions that can be considered these are:

1. Branding and promotions should be done effectively in order to attract new customers and
consumers can be educated through TV and broadcasting. It will create more awareness
about the usage of Corn Flour.

2. Corn Flour is still not used in daily as an staple food its usage can be increased by
attractive and effective campaign.

3. As Corn Flour is the food product which is used along with other flours and ingredients so
its new usages or food habit can be developed.

4. The company can give its customers more choice in terms of product packaging and
flavours.

(View nishikant for my comments)

60
 CONCLUSION

1. Weikfield has strong brand image in consumer’s mind. Its large customer base is
mainly of age group above 35 and they are using it over 5 to 15 years.

2. Corn flour is not a regular used product in Sinhgad Road and Katraj area. Mostly
consumer buys it monthly for consumption. There is less awareness about the
product usage in population.

3. Corn Flour has huge potential market as awareness about the product usage is still
not at par.

4. It is mainly used for making Manchurian, soups and cakes. Time for consumption
is mainly evening snack time, dinner and special occasions/parties.

5. Consumer prefers Paper Box (Duplex) and plastic pouch packaging for the
product.100gm and 200gm packs are more in demand. Users do not stick to the
price as it is less frequently purchased by the consumers.

6. Quality and Brand name is main driving force for making purchase decision.

(View nishikant for my comments)

61
 BIBLIOGRAPHY

Books: -

 Philip Kotler: ‘Marketing Management’

 Tapa Panda, Sunil Sahadev: ‘Sales And Distribution Management’

 Naresh Malhotra: ‘Marketing Research’

 C.R. Kothari. ‘Research Methodology’

Websites: -

 www.weikfield.com
 www.unileverfoodsolutionsasia.com

 www.indiamart.com/bluebirdindia

 www.businessdictionary.com

Others:-
Company product introductory booklet and materials provided By Weikfield Foods Pvt. Ltd.

62
 ANNEXURE

Consumer Survey on Brand Preference and

Consumption Pattern of Corn Flour

1. Which all brands of Corn Flour are you aware of?

Brown & Polson Weikfield

Suprim Cookwell
Blue Bird Others………………………….

2. Which brand of corn flour do you use?

Brown & Polson Weikfield

Suprim Cookwell
Blue Bird Others………………………….

3. What make you buy this brand?

Quality Taste
Brand name Price
Easy Availability Retailer Push
Advertisements Peer / Family Recommendations
Others…………………………………

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4. Quantity of Corn Flour you regularly purchase?

50 gm 100gm
200gm 250 gm
500gm Others……….

5. Price of the pack you regularly buy?

Rs.20 Rs.30
Rs.40 Rs.50
Rs.60 Rs.70
Others……………………………..

6. Frequency of purchase of Corn Flour?

Once in 2 weeks Once in a month

Once in 2 months Once in 3 months
Once in 6 months Others……………..

7. Type of packaging you prefer to buy?

Paper Box (Duplex) Plastic Pouch

Glass jar Plastic jar

Others……….

8. How frequently is Corn Flour used at home?

Daily Twice in a week

Weekly Fortnightly
Monthly For specific Occasions / parties
Others if any……………………..

9. What time is Corn Flour usually used at home?

Break fast Brunch

Lunch Evening snack time
High tea time Dinner
Others if any……………………………….

10. How much Corn Flour is utilized during a single preparation?

2 tea spoons Quarter packet

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 3 tea spoon Half packet
4 tea spoons Entire Packet
2 table spoons 20gm
3 table spoon 30gm
4 table spoons 40gm
Others ………………………………………….

11. How is Corn Flour consumed at home?

With Soups As bather for fried foods

With Pudding With sauces
With Desserts With Gravies
With Jilebis With Baked Foods
With Biscuits With Cakes
With Chinese dishes As Baby food
With Manchurian Other Uses if any………………………

Name :……………………..................................................................................

Age…………………

Professional / House wife

Place of Domicile……………………………….

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…………..............THE END………………....

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