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7/27/2019 An Introduction to Indian Spices Final
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SURYA AGRO INDUSTRIES 2012ACKNOWLEDGEMENT
A project is never the sole product of a person whose namehas appeared on the cover. Even the bes t eff ort may notprove successful without proper guidance. For agood project one needs proper time, energy, efforts, patience,and knowledge. But without any guidance it remainsunsuccessful. We have done this project with the best of ourability and hope that it will serve its purpose.
To be or not to be is not anything which matters, how tobe thankful is what reallymatters
It was really a great learning experience and we are reallythankful to our faculty, who not only helped us in thesuccessful completion of this report but also spread hisprecious and valuable time in expanding our knowledge base.
We wish to acknowledge our gratitude towards AIM Management
College, our friends and all those persons who are responsiblefor the successful completion of this project.
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SURYA AGRO INDUSTRIES 2012
PREFACE
To start any business the success entirely depends on the marketing
research done about the particular and the consumer attitude towards
the product. Marketing research plays a vital role in a business to make it
success.
We have tried to put our best effort to complete this task on the basis of
skill that we have achieved during our studies in the institute. We have
tried to put our maximum effort to get the accurate statistical data.However we would appreciate if any mistakes are brought to us by the
reader.
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EXECUTIVE SUMMARY
As customers taste and preferences are changing, the marketscenario is also changing from time to time. Todays marketscenario is very different from that of the market scenario before1990. There have been many factors responsiblefor the chang in g ma rke t scenar i o . I t i s t he cus tome rs c han g i ng t a s te s an dpreference, which has boughtin a change in the market. Income level of the people haschanged; life styles and social class of people have changed
now than that of olden days. There has been a shift inthemarketdemand in todays world. Technology is oneof the major factors, which isresponsible for this paradigmshift in the market. In todays world shopping is not anymore tiresome work rather its a pleasant outing phenomenonnow.
The study is based on a survey done on customers and retailersof a Surya. Surya is a masala brand available in the market,which came in to existence in Goa since 1989. It has almost 15different types of masala in the market; our study is ondetermining the womens preference towards different brand ofmasala.
The study will find out the current status of surya and determinewhere it stands in the current market. This market field survey willhelp us in knowing the present customers tastes and preferences. It willhelp in estimating the customers future needs and wants.
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SURYA AGRO INDUSTRIES 2012
INDEX
SR.no CONTENT PAGE No
1 INTRODUCTION
2 COMPANY PROFILE
3 RESEARCH OBJECTIVE
4 RESEARCH METHODOLOGY
5 LIMITATIONS
6 ANALYSIS ANDINTERPREATATION
7 SWOT ANALYSIS
8 SUGGESTIONS
9 CONCLUSION
10 BIBLIOGRAPHY
11 ANNEXURE
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SURYA AGRO INDUSTRIES 2012
An Introduction to Indian Spices
Sophistication and subtle use of someherbs & spices characterize Indian food
and Indian cuisine. These spices play a
very important role in Indian cooking. Ifthere are no spices, its not Indian food.
We Indians have a habit of spicing up
our food to make it more hot and tasty.
Some of the spices are required for the
aroma, some for flavour and some for
complimenting other spices.
Spices are defined as a stronglyflavoured or aromatic substance of
vegetable origin, obtained from tropicalplants, commonly used as a condiment.
Spices were once as precious as gold.
India plays a very important role in the
spice market of the world. In ancient
times majority of the spices were
produced in India and exported
worldwide. It was then; the spices of
India attracted people across the borders
and forced them to come to India forSpice trade.
Masala is a word very commonly used
in Indian cooking and is simply theHindi word for spice. So, whenever a
combination of spices, herbs and
other condiments are ground or
blended together, it is called masala.
The Indian spices can be
categorized into three maincategories:
The basic spices Complimentary spices Aromatic or secondary spices
The Basic spices:There are a few basic
spices in Indian cuisine that go into most
dishes. Often a very basic vegetable dish
is made by adding cumin or mustard
seeds and asafoetida in some hot ghee(clarified butter) or oil until they sizzle
and pop. Then the vegetables are added
and steamed.
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SURYA AGRO INDUSTRIES 2012Complementary spices: Spices like fennel
or nigella seeds are sometimes added along
with some of the basic spices to add to
flavours. These are used in combination
with the basic spices and aromatics
mentioned below according to the dishbeing prepared.
Fennel Seeds: Other Names: Saunf
Although this is a basic Indian spice,
it is not essential. It is mainly used in
North Indian cuisine and posses
digestive qualities. If you often visitIndian restaurants you will find these
coated with coloured sugar and offered
after meals as a mouth freshener.
Fennel seeds are also often used to
spice up teas and drinks.
Fenugreek Seeds: Other Names:
Methi, halba
This spice, which is actually a lentil,
is used throughout India for itsdistinctive flavor (it has a slight
bitter taste) it gives the dish and for
its wonderful healthful properties.
Fenugreek is used in small
quantities and is used throughout
India both in North and South
Indian Cooking. As a matter of fact,
after turmeric, fenugreek seeds are
the most medically useful item in an
Indian kitchen.Nigella Seeds: Other Names:
Kalonji, onion seeds, calonji,
hasbasoda, ketza, black caraway
Small black seed, sometimes called
onion seeds, although they are not
really seeds from onions. These are
often used in North India to
enhance vegetable dishes. Toasting
the seeds briefly brings out the
flavor.
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SURYA AGRO INDUSTRIES 2012Carom Seeds: Other Names: Ajwain
These have a strong peppery-thyme
flavor. This poppy seed like plant
comes from the lovage plant. It is very
popular in North Indian cooking. It is
used in preparing many Indianvegetables and pulses.
Aromatics or Secondary
Spices:To the above spices we
would add chopped onions,
tomatoes, herbs and any of the
following secondary spices and
create a curry. We go light withthe Aromatics and added them
in small quantities or in the
form of garam masala.
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SURYA AGRO INDUSTRIES 2012
INTRODUCTION TO SURYA AGRO INDUSTRY
From time immemorial. India has
been famous for her quality
spices. India is the biggest
exporter of quality spices and
spice products. India is called the
Home of Spices. British, the
East India Company initially came
to India for trading in spices.Indian curry and other blends
such as: chana masala, pavbhaji
Masala, Smbhar Masala, etc.
from various parts of India are
acclaimed the world over by
culinary experts. Additions of
spices make curry and other
preparation delicious.
Spices impart that rich
flavor, aroma and taste to
dishes, be it vegetarian or
non vegetarian preparation.
We at khedekars surya
spices try to give this rich
Indian tradition. Our Goatoo has its own typical
tradition masala blends.
We started in 1989 in a
small room of about
200Sq.ft. we started with
the local market and now
catering to whole of Goa. In
near future we plan to enter
the neighbouring konkan
area from Maharashtra and
Belgaum, Karwar from
Karnataka.
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In spice power manufacturing
were the first to introduce food
grade laminated Polyester Poly
packing on fully automatic Form,
Fill and Seal machines way back
in 1996 in Goa. Our gram mages
range from 25 gm to 1 Kg. our
specialty is, the spices are
roasted in oil as is done in
traditional way and are thenpound (not ground) on pounding
machines to retain that
traditional taste, aroma and
flavor in blended masala.On Akshaytritiya of 2002 we
shifted our activities to new
premises at lush green
Pisgal village in Priol in
spacious well equipped
manufacturing unit with allthe facilities, in an area of
8000Sq.ft. We have our in
house Quality Assurance
facility required as per PFA
and other food standards.
We are in the process of going for
AGMARK graduation in near
future. We at khedekars Surya
Spices are very cautions in
maintain consistency in quality,
rich traditional taste, aroma and
flavor. Due to consistent quality,
taste flavors our spices powders
are accepted in every household
of Goa.
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SURYA AGRO INDUSTRIES 2012We have our own
delivery van for the
distribution of ourproducts. Sub-
distributors, wholesalers
and retailers are spread
all over Goa. Our
products are available at
various super stores,
bazaar, self service
counters, etc.
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SURYA AGRO INDUSTRIES 2012
PRODUCTS
Our products include:
Chilli Powder Turmeric powder Coriander powder Jeera powder Pepper powder and White pepper powder Other products include: Mixed masala Garam masala Mutton/chicken masala Pickle masala Pav Bhaji Masala Sambhar masala Pulva / Biryani masala Chhole masala Kurma masala Different varieties papads
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SURYA AGRO INDUSTRIES 2012
OBJECTIVE OF THE STUDY:
To know the awareness of different brands in households. To study the preference of women towards the different
spices available in the market.
To know the features looked by the consumers. To study the buying behaviour of women while purchasing
spices.
To know the awareness and satisfaction level of womentowards surya products.
Are consumers satisfied with the quality and the variety ofthe spices available in the market?
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SURYA AGRO INDUSTRIES 2012RESEARCH METHODOLOGY
Technology and customers tastes and preferences play a vital role
in todays generation. Research Methodology is a set ofvarious methods to be followed to find out variousinformations regarding market strata of different products.Research Methodology is required for every industrialservice industries for getting acquire knowledge oftheir products.
PERIOD OF STUDY:
This study has been carried out for a maximum period of 4weeks.
SAMPLE SIZE
The sample was selected from the restricted area of Goa likePonda, Mapusa, Panjim, Vasco, Margao. It was a non-probability
based sampling based on convenience. The sample size was limitedto 500 respondents because of limited available time.
RESEARCH DESIGN
Research design is purely and simply the framework plans for study thatguides the collection and analysis of data.Primary Research
This research is conducted in two phases. In the first phase the report isbased on the results of a wide survey, that is, personal interview with theaid of printed questionnaires.
Secondary ResearchThe second phase of Research is conducted by Secondary Research usingother Databases.
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SURYA AGRO INDUSTRIES 2012METHODLOGYThere are different methodologies in a research study. These are thefollowing steps we will follow.
Target populationThe target population for the study of Consumption pattern of spices is -Consumers, from different economical & demographical backgrounds,which are using spices.
Geographical coverageVascoMargao
PondaPanjimMapusa
SamplingSample unit: consumer using spices.
Sample planThe selection of the samples is done following the two
techniques, which are:SIMPLE RANDOM SAMPLINGCONVENIENCE SAMPLING
Sample size:-Information is collected from a sample size of 500 customers(from Goa) respondents which include only females.
Demographics of sampleGender: in the total sample size of 500 we will consider 500females because spices are purchased by housewives only.
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SURYA AGRO INDUSTRIES 2012DATA COLLECTION:
Data is collected from various customers through personal interaction. Specific questionnaire is prepared for
collecting data. Data is collected with mere interaction andformal discussion with different respondents.
TOOLS OF ANALYSIS:
Research Design: -The research work is exploratory in nature, and is meantto provide the basic information required by research
objectives. It is a preliminary study based on primary dataand the findings can be consolidated after a detailedconclusive study has been carried out.
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SURYA AGRO INDUSTRIES 2012
PRESENTATION AND ANALYSIS OF DATA
Q1: Do you use made spice or branded spices?
MAPUSA
MARGAO
2%
46%52%
USES
HOME MADE
BRANDED
BOTH
when women were asked which
masala's do you use then 52% of
women responded that they uses
both the masala that is home- made
and branded masala. 46% of womenwish to use branded masala and only
2% of women uses home- made
masala.
Thus we can conclude that 1/2th of
surveyed population in Mapusa uses
both that is branded and home -
Here Almost 51% women usebranded spice whereas 39% prefer
both that is branded and home- made
and only10% women wish to use
home- made masala.
Thus, we can conclude that 1/2 of
the population in Margao uses
branded masala.
10%
51%
39%
USE
HOMEMADE
BRANDED
BOTH
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SURYA AGRO INDUSTRIES 2012
PANJIM
PONDA
Vasco
When women were asked which
masala they prefer whether home-
made, branded or both they replied
that 48% of women uses both that is
branded and home- made where as
only47% women desire to make use
of branded masala and only5% uses
home- made masala.
Thus from the above data we canobserve that most consumers in
Panjim prefer both that is branded
and home- made masala.
2%
42%
56%
USE
HOMEMADE
BRANDED
BOTH
When women were asked which
masala they prefer whether home-
made, branded or both they replied
that 56% of women uses both that is
branded and home-made both, where
as only42% women desire to make
use of branded masala and only2%
uses home- made masala.
Thus from the above data we can
observe that most consumers in
Panjim prefer both that is branded
and home- made masala.
5%
47%
48%
USE
HOMEMADE
BRANDED
BOTH
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SURYA AGRO INDUSTRIES 2012
VASCO
Thus from the above data we can conclude that majority of the
surveyed population of 5 cities prefer to use both that is branded
and home-made masala.
52% of women prefer home- made and
branded masala whereas 33% women
choose to use branded masala because
of their busy life, and only15% of
women wish to use home- made masala
rather than buying from outside becausethey can vary various parameters
according to their taste and preferences.
Thus we can say that both that is
branded and home- made masala is
popular in vasco city.
15%
33%52%
Use
HOMEMADE
BRANDED
BOTH
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SURYA AGRO INDUSTRIES 2012
Q2: Which spice brand you are aware of?
MAPUSA
Margao
MARGAO
When women were asked whether they
are aware of different brand of masala,
then 37% of women replied that they
are aware of Everest masala. 29%
MDH and 21% of Surya and only13%
women were aware of Suhana
Thus we can say that 1/4th of
population are aware of Everest
masala.
Surya is the most popular branded spices
in Margao city as 39% of women preferred
it and after that Everest is 2nd popular
brand of masala30%, then25% MDH
masala is being preferred by women and
only6% of women are aware of Suhanabrand.
Thus 1/4th of women are aware of Surya
masala in Margao.
37%
29%
21%
13%
BRAND AWARE
EVEREST
MDH
SURYA
SUHANA
30%
25%
39%
6%
BRAND AWARE
EVEREST
MDH
SURYA
SUHANA
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SURYA AGRO INDUSTRIES 2012
PANJIM
PONDA
Vasco
When women were asked which brandof masala they are aware of41%
women responded that they were
aware of Everest, whereas 28%
women were aware of only MDH 18%
of Surya products and only13% of
women were aware of Suhana.
So we can say that Everest and MDH
has influence the peoples mind in
Panjim city.
When women were asked which brand
of masala they are aware of30%
women responded that they were
aware of Everest and Surya products
whereas 24% women were aware of
only MDH and only16% of women
were aware of Suhana.
So we can say that Everest and Surya
has influence the peoples mind in
Ponda.
41%
28%
18%
13%
BRAND AWARE
EVEREST
MDH
SURYA
SUHANA
30%
24%
30%
16%
BRAND AWARE
EVEREST
MDH
SURYASUHANA
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SURYA AGRO INDUSTRIES 2012VASCO
From the above data we can conclude that Everest has created its
image in the minds of consumers in the entire surveyed city. City
like Ponda and Margao Suryas product have created image in the
minds of the consumers.
From the above data we can see
that 36% of women are aware ofEverest, 28% are aware of Surya,
23% of women are aware of MDH
and only13% of women are aware
of Suhana.
We can conclude that 1/4th of
population are aware of Everest
masala.
36%
23%
28%
13%
BRAND AWARE
EVEREST
MDH
SURYA
SUHANA
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SURYA AGRO INDUSTRIES 2012
Q3: which masala brand do you use?
MAPUSA
Margao
MARGAO
Pa
From the data we can conclude
that 51% of women make use of
Everest, 26% of women prefer to
use MDH, 15% women uses
Surya and only3% women wish
to use Suhana and remaining
5% use different masala brand
like MTR, Badasha ,Omkar.
Thus from the data we can
observe that Everest and MDH is
preferred in Mapusa.
From the data we can conclude that
37% of women prefer to use Surya,
29% of women make use of MDH, 23%
women uses Everest and only11%
women wish to use Suhana.
Thus from the data we can observe that
Surya is mostly preferred in Margao.
51%
26%
15%
3%
5%
BRAND USED
EVEREST
MDH
SURYA
SUHANA
OTHERS
23%
29%
37%
11%
BRAND USED
EVEREST
MDH
SURYA
SUHANA
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SURYA AGRO INDUSTRIES 2012
PANAJIM
PONDA
41%
28%
21%
10%
Brand Used
EVEREST
MDH
SURYA
SUHANA
Among the various players in the
masala brand in market, Everest is
the national leader as 41% of
women desire to use Everest, 28%
of women uses MDH and 21% uses
Surya and only10% of women uses
Suhana.
We can conclude that 1/4th of the
surveyed population uses Everest.
Among the various players in the
masala brand in market, surya is
the national leader as 40% of
women desire to use Surya, 21% ofwomen uses Everest 17% uses MDH
16% of women uses Suhana and
only6% prefers other Brands.
From the above data we can say
that1/4th of the surveyed population
wish to use Surya.
21%
17%
40%
16%
6%
BRAND USED
EVEREST
MDH
SURYA
SUHANA
other
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SURYA AGRO INDUSTRIES 2012
VASCO
We can conclude that most of the surveyed population uses
Everest, MDH and Surya.
26%
39%
23%
12%
Brand Used
EVEREST
MDH
SURYA
SUHANA
Among the various players in the
masala market, MDH occupy39%
of the share,26% is taken up by
Everest, 23% women wish to use
Surya and only12% women wish
to use Suhana.
We can observe that MDH is
ruling in Vasco.
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SURYA AGRO INDUSTRIES 2012
Q4: Rate the following factors which influence your
purchasing?
MAPUSA
Most of the respondent says that price, quality ,availability and brand name
of the company plays a important role. From survey we found that 65%
people in Mapusa are highly influenced by the Everest price. Quality wise
62% are influenced to buy Everest. 55 % are influenced towards Everest for
the availability of the product where as 58 % are influenced towards
Everest as per its brand image.
Price of
the
product
Quality of
the
product
Availabilty
of the
product
Brand
name of
the
company
65% 62%55% 58%
5% 3% 6% 5%13% 15% 14% 13%14% 17%
22% 22%
2% 2% 2% 2%
Chart Title
EVEREST SUHANA SURYA MDH OYHERS
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SURYA AGRO INDUSTRIES 2012MARGAO
In Margao city we found that 36% people in are influenced by the Surya
price followed by Everest 33%. Quality wise 44% are influenced to buy
surya. 43 % are influenced towards surya for the availability of the product
where as 36 % are influenced towards surya as per its brand image.
PANJIM
In Panjim city we found that 62% people in are highly influenced by the
Everest price. Quality wise 65% are influenced to buy Everest. 59% are
influenced for the availability of the product where as 62% are influenced
per its brand image.
Price of the
product
Quality of
the product
Availabilty
of the
product
Brand
name of
the
company
33%28% 26%
30%
12%9%
12%16%
36%
44% 43%
36%
14% 19% 19% 19%
4%0% 0% 0%
INFLUENTIAL FACTOR
EVEREST SUHANA SURYA MDH OYHERS
Price of
the
product
Quality of
the
product
Availabilty
of the
product
Brand
name of
the
company
62% 65% 59% 62%
5% 5% 5% 5%
16% 13% 15% 12%11%11% 15%
15%
6% 6% 6% 6%
Inluential factorEVEREST SUHANA SURYA MDH OTHERS
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SURYA AGRO INDUSTRIES 2012PONDA
In Ponda city we found that 58% women in are highly influenced by the
Everest price. Quality wise 47% are influenced to buy Everest 43% by
Surya. 50 % are influenced for the availability of Surya product where as 45
% women are influenced by brand name of the company that is Everest.
VASCO
In Vasco city we found that 31% people in are influenced by the Everest and
Surya's price. Quality wise 45% are influenced to buy Everest. 41 % are
influenced towards Everest for the availability of the product and 40 % areinfluenced towards as per its brand image.
Price of the product Quality of the
product
Availabilty of the
product
Brand name of the
company
35%
47%
36%
45%
5% 5% 5% 5%
58%
43%50%
40%
1% 4%9% 10%
1% 1% 0% 0%
INFLUENTIAL FACTOR
EVEREST SUHANA SURYA MDH OYHERS
Price of the
product
Quality of
the product
Availabilty
of the
product
Brand name
of the
company
31%
45%41% 40%
14%8% 7%
13%
25%31% 32%
26%31%
16% 20% 21%
0% 0% 0% 0%
INFLUENTIALFactor
EVEREST SUHANA SURYA MDH OYHERS
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SURYA AGRO INDUSTRIES 2012Q5: have you ever purchased spice brand looking at its
packaging?
MAPUSA
MARGAO
64%
36%
PACKAGING
YESNO
38%
62%
PACKAGE
Yes
No
when we asked the women
whether packaging plays a role
64% of women say that they get
influence looking at packaging
whereas 36% women
responded that packaging
doesn't influence them.
Thus we can conclude that
packaging does influence
women preference when they
buy masala.
when we asked the women whether
packaging plays a role 38% of women
say that they get influence looking at
packaging whereas 62% women
responded that packaging doesn't
influence them.
Thus we can conclude that
packaging doesnt influence women
preference when they buy masala.
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SURYA AGRO INDUSTRIES 2012PANJIM
PONDA
33%
67%
PACKAGE
Yes
No
when we asked the women whether
packaging plays a role 33% of
women say that they get influence
looking at packaging whereas 67%
women responded that packaging
doesn't influence them.
Thus we can conclude that
packaging doesnt influence women
preference when they buy masala.
when we asked the womenwhether packaging plays a role
36% of women say that they get
influence looking at packaging
whereas 64% women responded
that packaging doesn't influence
them.
Thus we can conclude that
packaging doesnt influence
women preference when they
buy masala.
36%
64%
PACKAGE
Yes
No
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SURYA AGRO INDUSTRIES 2012
VASCO
From the five cities surveyed majority of the women say that
outer packaging doesnt influence them when they buy masala.
when we asked the womenwhether packaging plays a role
24% of women say that they get
influence looking at packaging
whereas 76% women responded
that packaging doesn't influence
them.
Thus we can conclude that
packaging doesnt influence
women preference when they buy
masala.
24%
76%
PACKAGE
Yes
No
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SURYA AGRO INDUSTRIES 2012
Q6: which range of spice brand do you purchase?
MAPUSA
MARGAO
22%
33%
38%
7%
RANGE
25 GM
50 GM
100 GM
1 KG
19%
31%44%
6%
RANGE
25 grm
50 grm
100 grm
1 kg
38% Women prefer buying 100
gms pack because of economical.
Next preferred packaging is 50
gms and 33% of women
uses.22% of women prefer 25gmsand only7% women prefer to use
1 kg of masala.
We can observe that one fourth of
surveyed population prefer to use
100gms.
When womens were asked which
range of product they use 44% of
women responded that 100gms, 31%
said that they purchase 50
gms,25%women wish to use 25 gms
because of freshness and only6% of
women use 1kg of products.
So we can conclude that 1/4th of the
surveyed buy 100 gms
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SURYA AGRO INDUSTRIES 2012
PANJIM
PONDA
vasco
26%
30%
32%
12%
RANGE
25 grm
50 grm
100 grm
1 kg
Most of the people uses all of thementioned range of products,
while 100 gms is preferred by
32% respondents and 12% prefer
1 kg and 30% wish to use 50
gms while 26% women uses 25
gms.
We can say that one fourth of
surveyed population uses 100
gms.
Most of the people uses all of the
mentioned range of products,
while 42% wish to use 50 gms
,100 gms is preferred by33%
respondents , 4% prefer 1 kg and
21% women uses 25 gms.
Thus we can conclude that 1/4th
of surveyed population uses100gms.
21%
42%
33%
4%
RANGE
25 grm
50 grm
100 grm
1 kg
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VASCO
Thus we can conclude that majority of the surveyed population of5 cities uses 100 gms masala packets.
32%
45%
13%
10%
RANGE
25 grm
50 grm
100 grm
1 kg
In Vasco 45% of women desire
to use 50 gms of masala, 32%
uses 25 gms , 13% women wish
to use 100 gms and only10%
prefer to use 1 kg of masala.
Thus we can observe that
majority of surveyed population
in Vasco wish to use 50 gms.
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Q7 What you look for the most when you buy spices?
MAPUSA
MARGAO
24%
28%31%
17%
Chart Title
TASTE
PRICE
QUALITY
VARIETY
37%
18%
19%
26%
PREFERENCE
TASTE
PRICE
QUALITY
VARIETY
When women were asked on what
basis you will buy spice 31 %will
look for quality, 28% will look for
price, 24% will look for taste and
17% will glance towards differentvariety.
When women were asked on what
basis you will buy spice 37% will look
for taste, 26% will glance towards
different variety, 18%will look for price
and 19% will look for quality.
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PANAJIM
PONDA
25%
17%34%
24%
PREFERENCE
TASTE
PRICE
QUALITY
VARIETY
In Panjim city women will first
give their preference towards
quality, 25% will look for taste,
24% will look for variety and
only17% will pay attention
toward price.
22%
20%
38%
20%
PREFERENCE
TASTE
PRICE
QUALITY
VARIETY
In Panjim city women will first
give their preference towards
QUALITY, 22% will look for taste,
20% will look for price and
variety.
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VASCO
Thus we can conclude that women pay more attention towards
quality and taste when they buy masala.
30%
28%
14%
28%
PREFERENCE
TASTE
PRICE
QUALITY
VARIETY
30% People preferred to buy spice
on the basic taste, whereas both
price and variety play a crucial
role among 28% women, only
14% women look for quality.
We can observe that taste play a
crucial role in buying spice.
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Q8: Are you aware of Surya Spice?
MAPUSA
MARGAO
41%
59%
Chart Title
YES
NO
70%
30%
AWARE
Yes
No
When women were asked
whether they are aware of
Surya products 41% responded
that they were aware of Surya
product and 59% were not
aware.
Thus we can conclude that half
of the surveyed population is
not aware of Suryas product.
When women were asked whether
they are aware of Surya products
70% responded that they were
aware of Surya product and 30%
were not aware.
Thus we can conclude that more
than of the surveyed population isaware of Suryas product
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PANJIM
PONDA
Vasco
97%
3%
AWARE
YES
NO
When women were asked
whether they are aware of
Surya products 97% responded
that they were aware of Surya
product and 3% were not
aware.
Thus we can conclude that only
3% of population is not awarebut we can say that almost
everyone is aware of Suryas
product.
When women were asked whether
they are aware of Surya products
94% responded that they were
aware of Surya product and 6% were
not aware.
Thus we can conclude that only 3%
of population is not aware but we
can say that almost everyone is
aware of Suryas product. 94%
6%
AWARE
Yes
No
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VASCO
Thus we can say that majority of the surveyed population is
aware of surya masala.
65%
35%
AWARE
Yes
No
When women were asked whether they
are aware of Surya products 65%
responded that they were aware of
Surya product and 35% were not
aware.
Thus we can conclude that three fourth
of population is aware of Suryasproduct.
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Q9: How do you come to know about surya product?
MAPUSA
MARGAO
29%
12%59%
PRODUCT AWARNESS
ADVERTISEMEN
T
FRIENDS
RETAIL
29%
17%
54%
PRODUCTAWARNESS
Advertisement
Friends
Retail shop
When women were asked from
where they came to know about
Suryas product 49% women
responded that they came to know
about the product from retail shop,
29% from advertisement and only12% came to know from friends.
Thus we can conclude that retail
shop plays a crucial role when it
comes to Surya product.
When women were asked from
where they came to know about
Suryas product 54% women
responded that they came to know
about the product from retail
shop,29% from advertisement andonly17% came to know from
friends.
Thus we can say that 1/4th of the
population came to know from
retail shop.
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PANJIM
PONDA
8%
33%
59%
PRODUCT AWARNESS
ADVERTISEMEN
T
FRIENDS
RETAILS
When women were asked from where
they came to know about Suryas
product 59% women responded that
they came to know about the product
from retail shop,8% from
advertisement and only33% came to
know from friends.
Thus we can say that 1/2 of the
population came to know from retail
shop.
When women were asked from
where they came to know about
Suryas product 68% women
responded that they came to
know about the product from
retail shop,21% from
advertisement and only11%
came to know from friends.
Thus we can say that more than
1/2 of the population came to
know from retail shop.
21%
11%
68%
PRODUCT AWARNESS
Advertisement
Friends
Retail shop
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VASCO
Thus we can conclude that retail shops play a crucial role whenit comes to surya masala product awareness.
When women were asked from
where they came to know about
Suryas product 66% women
responded that they came to know
about the product from retail
shop, 19% from advertisement
and only15% came to know from
friends.
Thus we can say that three fourthof the population came to know
from retail shop.
19%
15%
66%
PRODUCT AWARNESS
Advertisement
Friends
Retail shop
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SURYA AGRO INDUSTRIES 2012Q10: Rate the satisfaction level of Surya Spice products
based on the following features?
MAPUSA
when women were asked about their satisfaction levels towards Surya
product.40%of women were Highly satisfied towards price whereas 47%
women were satisfied towards quality, 60% women were satisfied with the
brand name of the company, 33% of the women felt that flavours aresatisfied and 40% women felt that packaging of the product is good.
PRICE QUALITY BRAND
NAME
AVAILBILITY
OF PRODUCT
FLAVOURS
OF PRODUCT
PACKGING
40%
27%
13% 11%
33%
7%
33%
47%
60%
28%
33%
7%
20% 20% 20%28% 27%
40%
7% 7% 7%
28%
7%
33%
0% 0% 0%
6%
0%
13%
SATISFICATION LEVEL
Highly satisfied Satisfied Normal Disatisfied Highly disatisfied
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MARGAO
when women were asked about their satisfaction levels towards Surya
product 30% of women were highly satisfied towards price whereas 45%
women were satisfied towards quality, 39% women were satisfied with the
brand name of the company , 27% women were satisfied with the
availability of the product , 33% of the women felt that flavors are satisfied
and 42% are satisfied with the packaging.
PANJIM
when women were asked about their satisfaction levels towards Surya
product 60% of women were highly satisfied towards price whereas 40%
women were satisfied towards quality, 40% women were satisfied with the
brand name of the company, 40% women were satisfied with the availability
Price Quality Brand name Availability of
the product
flavour fo the
product
packaging
30%33%
39%
24% 21%18%
30%
45%
15%
27% 30%
42%
30%
18%
33%
24%
33%27%
6%0%
6%12%
9%6%
3%3% 6%
12%
6%6%
SATISFACTION LevelHighly satisfied Satisfied Normal Disatisfied Highly disatisfied
Price Quality Brand name Availability of
the product
flavour fo the
product
packaging
10%15%
5%
25%20%
25%
60%
40% 40% 40%
30%20%
25% 30%
40%
20%30%
35%
5%
15% 15% 15% 15%20%
0% 0% 0% 0%5%
0%
SATISFACTION LEVEL
highly satisfied satisfied normal disatisfied highly disatisfied
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SURYA AGRO INDUSTRIES 2012of the product, 30% of the women felt that flavours are satisfied and 35%
are satisfied with the packaging.
PONDA
when women were asked about their satisfaction levels towards Suryaproduct 41% of women were satisfied towards price whereas 46% women
were satisfied towards quality, 36% women were satisfied with the brand
name of the company , 59% women were satisfied with the availability of the
product , 49% of the women felt that flavours are satisfied and 44% are
satisfied with the packaging.
PRICE QUALITY BRAND NAME AVAILABILITY
OF THE
PRODUCT
FLAVOUR OF
THE PRODUCT
PACKAGING
41%44%
31%
59%
46%44%
41%46%
31%
33%
49%
28%
18%10%
36%
8%5%
26%
0% 0%3%
0% 0%3%
0% 0% 0% 0% 0% 0%
SATISFACTION LEVEL
Highly satisfied Satisfied Normal Disatisfied Highly disatisfied
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VASCO
when women were asked about their satisfaction levels towards Surya
product 55% of women were satisfied towards price whereas 40% womenwere satisfied towards quality, 40% women were satisfied with the brand
name of the company , 35% women were satisfied with the availability of the
product , 55% of the women felt that flavors are satisfied and 55% are
satisfied with the packaging.
Price Quality Brand name Availability of
the product
flavour fo the
product
packaging
15%
30%
15%
5%
35%
0%
25%
40%
25% 25%
55%
0%
55%
20%
40%35%
10%
55%
5%10%
20%
35%
0%
25%
0% 0% 0% 0% 0%
20%
SATISFACTION LEVEL
Highly satisfied Satisfied Normal Disatisfied Highly disatisfied
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SWOT ANALYSIS
STRENGTH
The SURYA Masala and instant mix are fresh, available inattractive poly pack and of best quality.
The company has a reputed name in the market. Easy availability of the products in most of the cities in the
market.
Good taste. The quality of the product, as well as its reasonable price. Good distribution channel all over the states.
WEAKNESS
The products cant be stored for long time.
Environment factor af fect the raw materials andthus the final product may be affected.
Surya sales its product just in Goa.
Very less spending on advertisement.
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OPPORTUNITY
Expand their area of operation and give more variety in theirproduct range.
The market of packed spices is increasing day by day. By increasing advertising and introducing new products
company can increase its sales.
Diversify their business in the form offranchising.
Increase production & expand their distribution areato capture national market.
4. Threats
Loose spices in market are major threat to industry. Stocking habits of consumers and not purchasing when
needed also affects sales.
Cutthroat competition in industry is also a threat. If they restrict their boundaries of operation then in long
run it will affect its profitability.
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SURYA AGRO INDUSTRIES 2012CONCLUSION
In our survey we found that spice consumption is very
popular in Goa.
Gone those days when people did not have choice to make if
they decided to buy something. Today the situation has
changed. Todays market is much more consumer driven and the
goods have to be manufactured according to the needs of the
consumer if producers ought to make profit. Consumer has
become the king and his needs bear the greatest importance.
Today in this present scenario of cut throat competition
evidenced by the advent globalization, the corporate world has
learned very quickly that differentiating their products from that
of their competitors is the prime importance.
Most of the women uses Everest,MDH and Surya . And women
preferred to buy 100 gms of masala packets. Majority of women
were aware of surya products.
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RECOMMENDATIONS
From the above findings and analysis, following recommendations couldbe drawn:
Packaging of 100gms should be produced by thecompanies as it contains optimum quantity which is sufficient for anuclear family of 3-4 people.
As consumers are educated and well aware now a days,
they are very health conscious and hence nutritional value,manufacturing and expiry date should be mentioned on thepackaging very clearly.
C o m p a n i e s s h o u l d a g g r e s s i v e l y a d v e r t i s e c o u p l e dw i t h e f f e c t i v e s a l e s promotions for improving customer recall
and brand image.
Since Spices are majorly available in local retail shops,
departmental stores and factory outlets, reaching the customeris easy. Hence differentiation in product is necessary byproviding say more varieties like chat, Tea, Dal, Rasam,Tanduri chicken masala, etc so that more and more customerscan be attracted.
Good packaging, certification from food agencies, Expiry date etc.should be maintained to give customers a home -made taste andpush him to buy from market rather than making at home
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FIELD FINDINGS
1)Most ofthe people arent interested in filling thequestionnaire.
2) Especially housewives showed little interest because theymisunderstood us as salesperson.
3)Response from working women was comparatively good.4) Since most of the women aged 40 and above are
less educated hence sometimes we had to translate thequestionnaire for them.
5)Ladies usuallydont prefer giving their contact no.6)Some housewives dont give their surnames also.
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BIBLIOGRAPHY
Research methodology by-C.R. KOTHARI
http://mdhspices.com
http://www.suhana.co.in/
http://www.everest.com/
http://mdhspices.com/http://mdhspices.com/http://www.suhana.co.in/http://www.suhana.co.in/http://www.everest.com/http://www.everest.com/http://www.everest.com/http://www.suhana.co.in/http://mdhspices.com/