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Chapter 1

Introduction

Chapter - 2

Industry profile Product, players.

Chapter 3

Research design Objectives of study, Methodology, Scope.

Chapter 4

Analysis and interpretation, Profile the respondent.

Chapter 5

Summary of findings and conclusion.

Chapter - 6

Annexure Questionnaire, Bibliography.

INTRODUCTION: The middle class people are only class of people of a who fall socio-economically in between working class and upper class. Many times middle class people prefer to buy unbranded goods because of the cost factor. They can offer to buy a branded product then a weal brand but they take many factor into consideration such as price, quantity. They are not bothered about the quality of the product. To put it more specific the middle class people as an option to buy a national branded products in time of food items but due to personal income, wealth, occupation, education, education, a family background. They transfer their interest to local brands. It has been found that social class people are shortly influenced by certain product, but why can be the only question.

OBJECTIVES: To understand the customers attitudes towards National brand and Local band.(FMCG-Food product) Other objectives To know the customer opinion about national brand and local brand To know what are the factors influence the consumer {prefer to national brand and local brand } To learn about the customer attitudes To know the impacts of national brand on local brand To know /find out share of national brand and local brand in south canara To find out customer friendly[National and local brand in terms of services, availability, durability] To find out the which is the best among national or local brand To get practical experience of research/use of proper research methods To identify the customer preference in different products like cool drink, snacks, fast food etc[National vs. local brand]

NEED FOR THE STUDY: To understand the preferred by middle class people whether national branded product or local branded product. To understand the consumption pattern of the middle class people. To understand the income and expenditure pattern of middle class people.

METHODOLOGY OF STUDY: The study of attitudes of middle class people on national and local brands for food products will be carried out with different people comprising of middle income people, whose annual income is Rs 2, 40,000-Rs 6, 00,000 The study will be carried out on the basis of two sources of confirmation. 1. Primary data 2. Secondary data PRIMARY DATA: The primary data is collected by using qualitative method. This will be collected from the middle class people who are residing in two different districts, by taking them to fall the unstructured format of questionnaire SECONDARY DATA: It could be collected from the faculty {Dr. sudhir M} interact, magazines and websites. SAMPLING UNIT: The sampling unit for the study could be all men and women, who are residing in south Canara and Udupi district only one term from the family, could be affected. GEOGRAPHICAL LOCATION: The steady would be undertaken the south canara as well as Udupi district. SAMPLE SIZE: The sample size taken for this survey is 200 respondents who are frequently residing in south canara and Udupi districts. DATA ANALYSIS METHOD: The measurement and evaluation of data is done using statistical tools and techniques. The data would be analyzed by taking the profile percentage and by using graphical representation.

SCOPE OF THE STUDY: The scope of the study is basically confined to people residing in Mangalore, Nitte and Udupi. The research also about peoples preference towards national brands and local brands i.e. mainly the middle class family.