DHANALAKSHMI COLLEGE OF ENGINEERING Manimangalam, Tambaram, Chennai - 601301.

DEPARTMENT OF MANAGEMENT STUDIES

BONAFIDE CERTIFICATE

Certified that this project report titled, A STUDY ON CONSUMER PERCEPTION TOWARDS MODERN WHOLE WHEAT BREAD OF MODERN FOOD INDUSTRIES (P) LTD., CHENNAI, is the bonafide work of Mr. S. AJAY MAHESH (Reg. No. 40509631001) who carried out the research under my supervision. Certified further, that to the best of my knowledge the work reported here is does not form part of any other project report or dissertation on the basis of which a degree or award was conferred on an earlier occasion on this or any other candidate.

INTERNAL GUIDE

HEAD OF THE DEPARTMENT

Project viva-voce examination held on

INTERNAL EXAMINER

EXTERNAL EXAMINER

DECLARATION

I, S. AJAY MAHESH (Reg. No. 40509631001) of M.B.A., final

year,

DEPARTMENT OF MANAGEMENT STUDIES, Manimangalam, Tambaram, Chennai, hereby declare that this project work titled, A STUDY ON CONSUMER
PERCEPTION TOWARDS MODERN WHOLE WHEAT BREAD OF HINDUSTAN UNILEVER LTD, CHENNAI, is submitted for the partial fulfillment in M.B.A. of

DHANALAKSHMI COLLEGE OF ENGINEERING.

This is the original work of mine with declaration and effort.

Date:

(S. AJAY MAHESH)

ACKNOWLEDGEMENT
It is my great pleasure to regard my deep sense of gratitude to Honorable Chairman Dr. V. P. Ramamurthi, Ph.D., the Secretary Dr. R. Jayachandra Singh, Ph.D., and the Principal Mr. V. Subramanian, M.E., Dhanalakshmi College of Engineering, Chennai, for the patronage and all the facilities offered. I take my immense pleasure in expressing my sincere thanks to Dr. G. Veeramani, M.Com., M.B.A., M.Phil., Ph.D., Professor and Head, Department of Management Studies for his words of encouragement in the successfully completion of this project and his effective guidance and encouragement. My sincere thanks to internal guide Mr. P. Parthiban, B.Sc., M.B.A., (Ph.D.), Assistant Professor for guiding me from the day began till the study is completed. He has given tremendous support and encouragement for me in completing this project in an effective manner. I would like to express my deep sense of gratitude and heart full thanks to Mr. V. P. Nair, Sales Manager and Mr. C. Babu, Assistant Manager - Sales, Modern Food Industries Private Limited, Chennai, for their unflinching help, enthusiastic involvement, invaluable guidance and suggestion given to me in every stage of my project work. I thank to my family and friends who helped me to finish this project successfully. Last but least I thank by God almighty for giving me good health and knowledge for finishing this project successfully.

TABLE OF CONTENTS Chapter No. I II III IV V Content

INTRODUCTION OBJECTIVES OF THE STUDY NEED AND SCOPE OF THE STUDY COMPANY PROFILE REVIEW OF LITERATURE RESEARCH METHODOLOGY DATA ANALYSIS AND INTERPRETATION SUMMARY AND CONCLUSION ANNEXURE BIBLIOGRAPHY

Page No. 1 7 8 10 20 30 34 73

LIST OF TABLES
Table No.
4.1

Title
Distribution of respondents on the basis of their age

Page No.
36

4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12 4.13 4.14 4.15 4.16 4.17 4.18 4.19

Distribution of respondents on the basis of their gender Distribution of respondents on the basis of their education qualification Distribution of respondents on the basis of their income Distribution of respondents on the basis of their family type Distribution of respondents on the basis of their family size Distribution of respondents on the basis of their awareness towards Modern bread Distribution of respondents on the basis of their preference towards Modern bread Distribution of respondents on the basis of their thinking about Modern whole wheat bread Distribution of respondents on the basis of shops where they are purchasing Modern whole wheat bread Distribution of respondents on the basis of people influencing them to buy Modern whole wheat bread Distribution of respondents on the basis of their nutrient consumption in Modern whole wheat bread Distribution of respondents on the basis of their reason for consuming Modern whole wheat bread Distribution of respondents on the basis of their opinion towards healthiness of the product Distribution of respondents on the basis of their opinion towards packaging Distribution of respondents on their quantity expectation in Modern whole wheat bread Distribution of respondents on the basis of their satisfaction towards price Modern whole wheat bread Distribution of respondents on the basis of their satisfaction towards quality Modern whole wheat bread Distribution of respondents on the basis of their

37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54

satisfaction towards specified quantity Modern whole wheat bread 4.20 4.21 Distribution of respondents on the basis of their satisfaction towards taste of Modern whole wheat bread Distribution of respondents on the basis of their satisfaction towards availability of Modern whole wheat bread Distribution of respondents on the basis of their satisfaction with expiry period of Modern whole wheat bread Distribution of respondents on the basis of their willingness to buy other branded bread with good quality and low price Distribution of respondents on the basis of their frequent consumption of Modern whole wheat bread Distribution of respondents on the basis of suggestion given to others to purchase Modern whole wheat bread Distribution of respondents on the basis of availability of Modern whole wheat bread in the study area Distribution of respondents on the basis of their preparedness to buy other branded bread in the case of non-availability Distribution of respondents on the basis of their choice in other branded whole wheat bread Distribution of respondents on the basis of their opinion to be a permanent customer of Modern whole wheat bread Chi square test 1 55 56

4.22

57

4.23

58

4.24 4.25 4.26 4.27

59 60 61 62

4.28 4.29

63 64

4.30

65

4.31 4.32

Chi square test 2 Weighted average ranking method

67 70

LIST OF CHARTS
Chart No.
4.1

Title
Distribution of respondents on the basis of their age

Page No.
36

4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12 4.13 4.14 4.15 4.16

Distribution of respondents on the basis of their gender Distribution of respondents on the basis of their education qualification Distribution of respondents on the basis of their income Distribution of respondents on the basis of their family type Distribution of respondents on the basis of their family size Distribution of respondents on the basis of their awareness towards Modern bread Distribution of respondents on the basis of their preference towards Modern bread Distribution of respondents on the basis of their thinking about Modern whole wheat bread Distribution of respondents on the basis of shops where they are purchasing Modern whole wheat bread Distribution of respondents on the basis of people influencing them to buy Modern whole wheat bread Distribution of respondents on the basis of their nutrient consumption in Modern whole wheat bread Distribution of respondents on the basis of their reason for consuming Modern whole wheat bread Distribution of respondents on the basis of their opinion towards healthiness of the product Distribution of respondents on the basis of their opinion towards packaging Distribution of respondents on their quantity expectation in Modern whole wheat bread Distribution of respondents on the basis of their satisfaction towards price Modern whole wheat bread Distribution of respondents on the basis of their satisfaction towards quality Modern whole wheat bread

37 38 39 40 41 42 43 44 45 46 47 48 49 50 51

4.17 4.18

52 53

4.19

Distribution of respondents on the basis of their satisfaction towards specified quantity Modern whole wheat bread Distribution of respondents on the basis of their satisfaction towards taste of Modern whole wheat bread Distribution of respondents on the basis of their satisfaction towards availability of Modern whole wheat bread Distribution of respondents on the basis of their satisfaction with expiry period of Modern whole wheat bread Distribution of respondents on the basis of their willingness to buy other branded bread with good quality and low price Distribution of respondents on the basis of their frequent consumption of Modern whole wheat bread Distribution of respondents on the basis of suggestion given to others to purchase Modern whole wheat bread Distribution of respondents on the basis of availability of Modern whole wheat bread in the study area Distribution of respondents on the basis of their preparedness to buy other branded bread in the case of non-availability Distribution of respondents on the basis of their choice in other branded whole wheat bread Distribution of respondents on the basis of their opinion to be a permanent customer of Modern whole wheat bread

54

4.20 4.21

55 56

4.22

57

4.23

58

4.24 4.25 4.26 4.27

59 60 61 62

4.28 4.29

63 64