A Study on the Perception of Iss Retailers Towards Major Brands of Packed Spices Within Kochi

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“A STUDY ON THE PERCEPTION OF ISS RETAILERS TOWARDS MAJOR BRANDS OF PACKED SPICES WITHIN KOCHI”

SUMMER PROJECT

Submitted to
RAJAGIRI SCHOOL OF MANAGEMENT

In partial fulfilment of the requirement of the award of the

MASTERS DEGREE IN BUSINESS ADMINISTRATION
(2010 – 2012)

By
Joe Mathai
Reg. No b781

RAJAGIRI SCHOOL OF MANAGEMENT
RAJAGIRI COLLEGE OF SOCIAL SCIENCES RAJAGIRI VALLEY P.O
KOCHI-682039

DECLARATION

I, hereby declare that this report titled “A STUDY ON THE PERCEPTION OF ISS RETAILERS TOWARDS MAJOR BRANDS OF PACKED SPICES WITHIN KOCHI” for Maitri Advertising Works; Kochi was sincerely done, during the month of May - June 2011. The study has been undertaken in partial fulfilment for the Degree of Master of Business Administration at Rajagiri College of Social Sciences, Cochin affiliated to Mahatma Gandhi University, Kottayam. I also declare that this report has not been submitted to any other university, institution for the award of any degree/diploma.

Place: KochiJoe Mathai
Date:

TABLE OF CONTENTS
Chapter No:ContentPage No:
Executive Summary5
Introduction6
Section-1Profile Study of the Organization
1Industry Profile7
2Company Profile16
3Organizational Structure18
4Division Profile20
5Achievements36
6SWOT Analysis37
Section -2Problem Centered Study of the Organization
1Problem Formulation39
2Research Process41
3Presentation and Analysis of Data44
4Findings and Suggestions63
5Conclusion66
6Bibliography68
7Annexure69


Executive Summary
The main issue with processed food consumption in a developing country like India is the fragmentation of market by various brands due to the lack of a leading and strong financial player. Also, there is a lot of micro marketing and market segmentation taking place in the Southern states. The blended spice market is heavily fragmented with strong local players in almost all states. For example, amongst the high spice consuming states like Kerala, Tamil Nadu and Andhra Pradesh, a variety of players are present. In order to get an in depth understanding about the ISS retailers’ perception with respect to various brands of spices, a study was conducted from Maitri Advertising Pvt Ltd, Kochi unit. A brief organisation study was also done along with the problem centered study. The study focused on the perception of ISS retailers towards various brands of packed spices in Kochi. It also focused on finding out the most purchased brand of packed spices in Kochi. In order to know the spices market in depth and to get the feel of the market, a market study was done in Kochi city. Then a survey through interview with strucutured questionnaires was conducted among ISS (Independent Self Service) Retailers. The sample size for the survey was 50 out of the large number of ISS retail outlets and non probability convenience sampling technique was adopted. The analysis and interpretation of the data collected is done by percentage analysis which included the use of pie-charts, bar diagrams etc. It is found that quality and advertising is the major factor for the purchase of a particular brand of spices. Eastern is the brand of spices that has the maximum sales and goodwill among the retailers.

Introduction

Advertising is the means of informing as well as influencing the general public to buy products or services through visual or oral messages. A product or service is advertised to create awareness in the minds of potential buyers. Some of the commonly used media for advertising are T.V., radio, websites, newspapers, magazines, bill-boards, hoardings etc. As a result of economic liberalization and the changing social trends advertising industry has shown rapid growth in the last decade. Advertising is one of the aspects of mass...
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