Dealer Satisfaction On Tapi Food Pvt.Ltd (2)

A

Summer Internship Report

On

Dealer Satisfaction on Tapi Food Products

SUBMITTED TO

L. J. Institute of Computer Application, Ahmadabad

In requirement of partial fulfillment of Master’s of Business Administration (MBA)

2 year full time Program of Gujarat Technological University

Submitted on:

24th July, 2010

Submitted by:

Hardik Patel

ACADEMIC YEAR 2010 – 2011

A Dealer Satisfaction on Tapi Food Products

Summer Internship Report-LJMBA Page 3


CertificateCertificate

It is hereby certified that the work incorporated in the thesis submitted entitled “Dealer

Satisfaction on Tapi food Products” submitted by Hardik Patel comprises the result of

independent and original investigation carried out me. The material which obtained from other

sources has been duly acknowledged in the thesis.

Date:

Place: Signature of the student

It is certified that the work mentioned above is carried out under my guidance.

Date:

Place: Signature of the faculty

guide

TABLE OF CONTENTS

Chapter – 1 Executive Summary

Chapter – 2 Company Profile

2.1 Introduction of Tapi Food Products

2.2 Industry Analysis

2.3 Organization Chart

2.4 Marketing Mix

2.4.1 Products

2.4.2 price

2.4.3 Place



2.4.4 Promotion

2.5Achivements

Chapter – 3 Introduction Of Research Report

3.1Introduction

3.2 Need of Study

3.3Objective

3.4Scope of Study

Chapter – 4 Research Methodology

4.1 Geographical Area

4.2 Period of Coverage

4.3 Research Design

4.4 Sample Design

4.4.1 Population

4.4.2 Sample Unit

4.4.3 Sample Size

4.4.4 Sampling Method

4.5 Method of Data Collection

4.6 Research Instrument

4.7 Sastical Tool for Analysis

Chapter – 5 Analysis and Interpretation

Chapter – 6 Findings

Chapter – 7 Suggestion

Chapter – 8 Limitation of Study

Chapter – 9 Bibliography

Chapter – 10 Annexure

Chapter – 1

Executive Summary

Tapi Food Products is one of the leading manufacturers of food products under brand name “TAPI”

in Gujarat. In 1999 the company was started in just area of 400 sq foot. In the beginning the production of

the company was just 40 kg. Per day. After 10 year it becomes the Gujarat’s largest Tutty Fruity and now

Tapi Food produce many other food products like Fruit Jam,Fruit Jelly , Fruit Syrups, Soft Drink

Concentrate, Tutty Fruity, Syrups, Squash, Cordial, Karonda Cherry, Ginger products, Amla Products,

OrangePeels.



In 2004, Organization shifted in Pipodara and expanded infrastructure and manufacturing facility

with the help of KVIC’s rural employment Growth program of central government presently organization

is having 2400 sq m plant area with a built up area of 1500 sq m with a production capacity of 300 tons per

annum. The organization is having around 40 employees. Organization is having dealer network in entire

Gujarat, Maharashtra, Andhra Pradesh, Karnataka, Rajasthan, Haryana, and export in Gulf, Middle-East

and USA.

Tapi Food Products Company is promoted by a young, Dynamic and enthusiastic young man Mr.

Ghanshyan Lukhi. He is chairman of Tapi Food Product and under his direction there are around 40

employees are working. They are always moved towards in attaining what’s new in the market keeping the

different taste of different people in our mind. It means a lot for us that our customers are fully satisfied by

us. They always endeavor to develop co-operative relationships with our valued customers. Quality

products with quick delivery have earned us a huge reputation with our clients spread all across the globe.

A young and resilient company, we have emerged as the indubitable winner.

Food industry is one of the industry in which we never at the stege where demand equel to supply

means always under crises. India is the world's second largest producer of food next to China, and has the

potential of being the largest producer. The growth of the food industry in India stems from the consistently

increasing agricultural output. The Indian food market accounts for about two thirds of the total Indian

retail market.

Customer satisfaction is most important for all type of company. In food industry company not

directly connected with customer, they are sell his product through dealer so it is also important to satisfy

dealer for company Tapi Food develop this kind of awareness of dealer satisfaction strategy and gime me

chance to study on dealer satisfaction on Tapi food products

Chapter - 2

Company Profile

2.1. INTRODUCTION OF “TAPI FOOD PRODUCTS”



In 1999 the company was started in just area of 400 sq foot. In the beginning the production of the

company was just 40 kg. Per day. After 10 year it becomes the Gujarat’s largest Tutty Fruity

manufacturing company. The first solar system was adopted by Tapi Food product in commercial

industries.

Tapi food products” was established in the year 1999 for the manufacturing of papaya tutty fruity

as a small scale industry. The company is promoted by a young, Dynamic and enthusiastic young man

Mr. Ghanshyan Lukhi. He is a post graduate in science.

In 2004, Organization shifted in Pipodara and expanded infrastructure and manufacturing facility

with the help of KVIC’s rural employment Growth program of central government, presently

organization is having 2400 sq m plant area with a built up area of 1500 sq m with a production capacity

of 300 tons per annum. The organization is having around 40 employees. Organization is having dealer

network in entire Gujarat, Maharashtra, Andhra Pradesh, Karnataka, Rajasthan, Haryana, and export in

Gulf, Middle-East and USA.

Tapi Food Products is one of the leading manufacturers of food products under brand name

“TAPI” in Gujarat. Tapi Food Products has the state of the art manufacturing and R&D facilities at

Pipodara (Surat – Gujarat) with latest processing machineries and equipments.



Tapi Food Products are processed under highly hygienic condition to provide innovative &

Quality products that are enjoyed by people in many country. They are committed to provide healthy

food products to meet customer’s need. Its processes are eco friendly.

Tapi Food products market spread around all over the India and many country and share of Tapi

food market in south Gujarat is around 75%. This has necessary active development of “by product”

market. Tapi Food products consist of 10 members in office work under the authority of Mr.

Ghanshyambhai Lukhi. The total numbers of employees are about 40 besides the contract workers.

They have always moved towards in attaining what’s new in the market keeping the different

taste of different people in our mind. It means a lot for us that our customers are fully satisfied by us.

They always endeavor to develop co-operative relationships with our valued customers. Quality products

with quick delivery have earned us a huge reputation with our clients spread all across the globe. A

young and resilient company, we have emerged as the indubitable winner.

Location of Office & Factory

Office:

210-211, Sunrise Chamber, Mini Bazar

Sardar Chowk, Varachha Road, Surat – 395006

Telefax: - + 91-261-255 12 06S

Factory:

Block No.124-125, Plot No.17-A,

Opp.Gupta Industries, N.H.No.8, Pipodara,

Tal.Mangarol, Dist.Surat.-394110(Guj.)India

Tele: +91-2621-237595

2.2 Industry Analysis

Industry Analysis of Food Processing Industry



India is the world's second largest producer of food next to China, and has the potential of being

the largest producer. The growth of the food industry in India stems from the consistently increasing

agricultural output. The Indian food market accounts for about two thirds of the total Indian retail market.

The Indian food industry is estimated to be worth over $200 million. India is one of the world’s

major food producers but accounts for less than 1.5 per cent of international food trade. This indicates

vast scope for both investors and exporters.

The total food production in India is likely to double in the next ten years and there is an

opportunity for large investments in food and food processing technologies, skills and equipment,

especially in areas of Canning, Dairy and Food Processing, Specialty Processing, Packaging, Frozen

Food/Refrigeration and Thermo Processing. Fruits & Vegetables, Fisheries, Milk & Milk Products, Meat

& Poultry, Packaged/Convenience Foods, Alcoholic Beverages & Soft Drinks and Grains are important

sub-sectors of the food processing industry. The food processing industry provides crucial linkages

between industry and agriculture. To aid the growth of the food processing industry, the government has

implemented schemes including the setting up of food parks, packaging centres, integrated cold chain

facilities, value-added centres, and modern abattoirs.

The food processing industry in India was seeing growth even as the world was facing economic

recession. The industry is presently growing at 14 per cent.

2.3 Organization Structure


General Manager (Kalpeshbhai)

HR manager(Prvinbhai)

Finance manager(Chetanbhai)

Marketing manager(Jagdishbhai)

Production manager(Arvindbhai)

Chairman (Ghanshyambhai)9


2.4 Marketing Mix

“Marketing mix is a set of marketing tools that the firm uses to peruse its marketing objectives in the

target market.”



Marketing mix classified this tool into four groups as under:-

1. Product

2. Price

3. Place (Distribution)

4. Promotion

2.4.1

Product


Marketing mix

Product Price Place Promotion

● ● ●LabelReturnsWarrantiesVarietyQualityDesignPackagingFeaturesSizeServiceBrand Name

● ● ●Sales promotionSales forceAdvertisingDirect marketingPublic relations

● ● ●CoverageLocationAssortmentTransportationInventorychannels

● ● ●List PriceDiscountAllowancesCredit termsPayment periods


Meaning of product: “A product is anything that can be offered to a market to satisfy a want or need of

consumer.

Product Mix of Tapi Food

Products Mix: “The set of all products and items that a particular seller offers for sales to buyer.”


PRODUCTMIX

Mum

mumKaronda

Cherry

Tutty fruity

Syrup

Coconut

flakesAmla

products

Allied produc

ts

Jam&

Jelly

Gulkand

Pickles

Gingrs Produc

ts

Sarbat


Tutty Fruitty:

Name of Raw Material or Ingredient:

1. Papaya

2. Sugar

3. Citric Acid

4. Food Color

5. Flavor

6. Preservatives

Unique Features:

The fruit in tutty fruity is often brightly colored with various dyes to make it more visually

interesting, and it may be used in a variety of ways.

Essentially, as long as it dries well, any fruit can be included in a tutty fruity mix. Some common

fruits include: pineapple, papaya, mango, apricot, and grapefruit, although many others can be

used, and sometimes nuts are employed as well.

Tutty fruity can be used in ice cream, cakes, and other confections, such as cookies and scones.

Many people like to use it in holiday baking, because the colors are bright and festive.

Tapi food sells several varieties of tutty fruity, ranging from traditional versions preserved in

brandy to dry versions which come in sealed plastic packaging.


Tapi is in for a treat by purchasing Tutty Fruity prepared from fresh fruits. This is a famous name as TruttyFruity Manufacturer. Tutty fruity provides a wonderful flavor of different fruits which is liked by hundreds of people. Tapi have a system of total quality control to ensure that the products conform to established standards of quality and reliability.

http://www.wisegeek.com/what-are-scones.htm

http://www.wisegeek.com/what-is-an-apricot.htm

http://www.wisegeek.com/what-is-a-mango.htm

http://www.wisegeek.com/what-is-a-papaya.htm

http://www.wisegeek.com/what-is-a-pineapple.htm


Fruit Jelly:


1. Mix Fruit

2. Sugar

3. Food color

4. Food Acid

5. Flavor

Unique Features

It includes protein, minerals and vitamins like, A, B1, B2, B3.

It contains all known vitamins except Vitamin K

It uses in ice-cream, chocolates, & biscuits.

It also use in sweet items.


Tapi is a well known name in the export of different types Fruit Jelly, Mixed Fruit Jelly etc. Fruit Jelly is consumed at large by many people. Tapi is as well established name as fruit jelly manufacturer with a strong belief in providing products which are best in taste and quality.


Fruit Jam:


1. Mix Fruit

2. Sugar

3. Food Color

4. Stabilizing Acid

5. Flavor

6. Preservative

Unique Features

Tapi’s Jam is delicious in test, their array of mixed fruit jams is processed with sugar, added flavor,

color. The jam is offered in different packaging depending upon the requirements as per clients’

specifications.

Tapi bring forth for their clients delicious Amla Jam that has a multitude of health benefits. Providing

increased levels of immunity, the fruit Jam that offer no artificial color, flavor, preservatives can be

spread over bread, rotis, parathas and other food. Not only will the jam enhance the taste, but will

also provide better health.

Mango jams have the flavor of the fresh, natural mangos. These are available in many sizes and can

be consumed with bread slices as breakfast. These are healthy and safe to be consumed by children.

Tapi offering a range of delicious jam that is prepared from the choicest of hand picked fruits and

vegetables. Our jam is processed according to an old country recipe and carefully cooked to preserve

the fine aroma and taste.


Occupying a standard marketplace Tapi is a famous name as Fruit Syrups Manufacturer having a lot of fruit syrups. Tapi is a well known name in the merchandising and export of many different kinds of Fruit Syrups. With wide categorization Tapi offer varieties of Fruit Syrups that are good for health too.

http://www.tapifood.com/products/fruity_jam_mixed_01b.jpg

http://www.tapifood.com/products/fruity_jam_mango_01b.jpg

http://www.tapifood.com/products/fruity_jam_strawberry_01b.jpg

http://www.tapifood.com/products/fruity_jam_pineapple_01b.jpg


Fruit Syrup:


1. Preservative

2. Sugar

3. Flavor

4. Color

5. Pet Bottle

Unique Features

Available in many flavors

1. Mango

2. Orange

3. Litchi

4. Kesar Pista

5. water Melon

And many more flavors available in pack of 700ml in pet bottle and sachet unit pack

Chocolate Syrups, Kala Khatta Syrups, Orange Syrups, Mango Syrups, Rose Syrups etc., offered by

Tapi is delicious in taste & highly nutritious and are easy to consume. On time delivery and


To add an extra flavor to different types of Soft Drinks, Tapi established their selves as a Soft Drink Concentrate Manufacturer & Exporter. They introduce their selves as the well know name in the food industry. With their basic aim of providing excellent quality Soft Drink Concentrate, they offer prices that are also reasonable.


affordable prices are some of the salient features of their food products that attract a large number

of clients.

Additionally, the Fruit Syrups are hygienically

packed free from artificial colors and taste

enhancers.gkjsdjlkajs

Soft Drink Concentrate:

asasasa


1. Sugar

2. Flavor

3. Food color

4. Chemical

Unique Features

Its available le in all range of sizes and in three flavors:-

1) Cola Flavor

2) Orange Flavor

3) Lemon Flavor

Tapi offer a range of soft Drinks as a real instant energy drink. Processed using fruit powder,

obtained from ground fresh fruit, it is a tasty health drink with a tangy flavor.

These are the ideal drink for the hot summers, as these provide coolness to the body. These are

extremely useful to flavor fruit, ice-creams.

Tapi offer healthy and hygienic Mango Juice. It is processed by using Water, Mango Pulp, Sugar,

Citric Acid (E-330) and contains Permitted Class2 preservatives (E-224) and added flavor.


To add an extra flavor to different types of Soft Drinks, Tapi established their selves as a Soft Drink Concentrate Manufacturer & Exporter. They introduce their selves as the well know name in the food industry. With their basic aim of providing excellent quality Soft Drink Concentrate, they offer prices that are also reasonable.


Tapi offering to their clients, orange flavor, which are made of fresh oranges procured directly

from farms. Our syrups have very less amount of preservatives and are available in packaging of

Pet Bottle and Glass Bottle.

Tapi offer superior quality instant fruit drink powder,

which are certified, tested and sugar free. It is enriched

with all the essential vitamins that are

recommended in the daily diet. These are the pre-

sweetened fruit powder that is mixed with water to

prepare energetic drink.

Amla Murrabba:


1. Amla

2. Preservative

3. Sugar

4. Jar bottle

Unique Features

Amla Murabba available in 1kg jar pack

Tapi Food Products have introduced a 100% range of Amla Products so that you can get the best of

healthy food.other ambla product are

Amla Candy


Amla Murraba is a most favorite of people from all age groups. It is made traditionally at home by ladies and it’s a delight for everybody. We at Tapi Food Products prepare Amla Murrabba in the traditional way just like your Mother made it for you in your childhood.


Amla Squash

Amla Squash is cool, tasty and healthy. It is a break from the regular fruit squashes. It is 100%

Natural with no color and flavour added.

2.4.2 Pricing

Meaning of Pricing

Price is not just a number on a tag. Price comes in many forms and performs many functions. Rent, fares,

rates, wages and commissions all may in some way be the price you pay for some good or service. Price

still remains an important factor in determining sales and profitability.

Price list of Tapi Products

Price list of the various products produced by the Tapi with various quantities are as under

Product Quantity Price(Rs.)

Tutty fruity

400gm 20

500gm 25

200gm 10

Jelly crystal

200gm 25

500gm 55

1kg 100

5kg 350

Mixed Fruit Jam

1kg 65

500gm 35

200gm 20

Pineapple Jam

1kg 70

500gm 40

200gm 20

Syrup 1bottle 55

Cherry-Karonda 500gm 45

250gm 25



15kg 1020

Just in SSDC 1dozens 96

Mum Mum 1rs. 50pkt 33

Mum Mum 50

paisa60pkt 27.5

Mango pouch 24pkt 50

Amla Murrabba 18pkt 80

Comparison with other company’s price:

Commodity Quantity

TAPI

PRINKALKOHINOOR

Tutty fruity 100gm. Rs.5 Rs.4 Rs.4.5

Jelly crystal 200gm. Rs10 Rs.8 Rs.9

Pineapple Jam 400gm. Rs20 Rs.16 Rs.18

CherryKaronda 500gm. Rs.25 Rs.20 Rs.22

Pricing Method

There is no specific method for setting the price. Complexity of the pricing policy has led to the

development of many approaches for price selling. The following are the basic method generally

recognized for pricing:-

1. Cost based

2. Demand based

3. Competition base

Cost Based

Tapi food product use Cost based pricing method because Simple system, Socially fair, No price war

among competitors, Safe recovery of cost guaranteed, Reasonable system in changing situation.



Tapi food product the determination of product under cost-based method, is made on the basis of cost of

production plus an additional margin of cost, i.e..,selling price is equal to cost production plus anticipated

profit.

Example;

Tutty fruity (500gm) Rs. 22.50, the company profit aimed is Rs.2.5 (10% margin), then Tutty fruity

selling price will be Rs. 25.

2.4.3 Place

Channel of Distribution

o Meaning of Marketing Channel

Most producers do not sell their goods directly to the final users; between them stands a set of

intermediaries performing a variety of functions. These intermediaries constitute a marketing channel.

(also called a trade channel or distribution channel.

Marketing channel has two strategies

1)Push strategy

2)Pull strategy

Tapi food product adopt Push strategy because the manufacturer’s sales force, trade promotion money

or other means to induce intermediaries to carry, promote, and sell the product to end users. Tapi food

product is low brand loyalty in category and product benefits are well understood.

oChannel Functions & Flows

Functions:-

o Tapi gather information about potential and current customers and forces in the marketing

environment.

o Tapi has no acquired the funds to finance at different levels in the marketing channel because

Tapi has 2-level marketing channels and no credit system.



o Assume risks connected Tapi with carrying out channel work like, delay in payments, problem in

transport, etc…

o Tapi provide for buyers’ payment of their bills through banks and other financial institutions.

o Place orders with manufacturers.

Other functions (physical, title, promotion) constitute a forward flow of activity from the

company to the customer; other functions (ordering and payment) constitute a backward flow from

customers to the company. Still others (information, negotiation, finance and risk taking) occur in both

directions.

oSales Procedures

Tapi use this procedure for sales their various products.

1. Receive the order by E-mail & Telecast.

2. Keep the order in queue.

3. Purchase the raw material related to order.

4. Manufacturing the order quantity.

5. Prepare the receipt according the order.

6. Send the receipt by E-mail & ordered product by the pelt truck, Tempo & Maruti wan.

7. Receive the payment.

2.4.4 Promotion

Definition of Promotion mix

Marketing communication are the means by which firms attempt to inform and remind consumers

directly or indirectly about the products of the firm.

Marketing Communication Mix consists of eight major modes of communication:-

1.Advertising

2.Sales promotion

3.Events & experiences

4.Public relations & publicity

5.Direct marketing



6.Personal selling

7.Word of mouth marketing

8.Interactive marketing

From above all the mixes Tapi uses two types of Communication Modes:-

o Advertising: they usually give advertising in news paper. One time they also uses television

advertise as a mode of promotion.

o Direct marketing: Tapi has its own distribution store to sell their products directly to their

customers.

2.5 Following are the achievements of TAPI:

o An ISO 22000 : 2005

o Company Certified by MINISTRY OF FOOD PROCESSING INDUSTRIES Govt. of India

o KHADI & VILLAGE INDUSTRIES COMMISSION (Under Rural Employment Growth

Programmers) Govt. of India

o INDIA’S FIRST ECO-FRIENDLY SOLAR BASED STEAM POWERED FOOD PROCESSING

INDUSTRY

o MEMBER OF AGRICULTURAL AND PROCESSED FOOD PRODUCTS EXPORTS

DEVELOPMENT AUTHORITY



Chapter – 3

Introduction to Research Report

3.1 Introduction

Marketing is essentially about marshalling the resources of an organization so that they meet the

changing needs of customers on whom the organization depends. As a verb, marketing is all about how

an organization addresses its markets.

Marketing is “The management process which identifies anticipates and supplies customer

requirements efficiently and profitably”.

“Marketing is a total system of interesting business activities defined to Plan, piece, promote and

distribution want satisfying products & services to present and potential consumers”

- William. J. Stantion

“Marketing is the performance of business activities that direct the follow of goods and services

from the producer to the consumer or user”

- American Marketing Association

A social and managerial process, by which individuals and groups obtain what they need and want,

through creating and exchanging product and value with others. Customer satisfaction begins with a

difficult faith; it starts with a commitment to deliver the result for each customer which is also a concern

of the dealers. Hence for a manufacturing company, in order to satisfy its customers, it is highly

important to satisfy its dealers, as they are the direct customers to them. Establishing satisfaction as the

ultimate goal is like the other ultimate goals of business pursuit of higher profits or shareholders wealth.



Perfect dealer service or satisfaction is one that meets the combined need satisfaction is a systemized

service that involves the entire organization. But many organizations have yet to develop this kind of

awareness of dealer satisfaction strategy.

Dealer Satisfaction begins with the following specific assumptions about company’s relationship

with the custom

1. The dealer service activities focus mainly on existing dealers.

2. Some dealers are more important than others

3. They are the assets.

4. The dealer is always specific.

The dealer needs and value should influence every aspect of the organization strategy, employee

safety and performance, product and organization strategy, employee safety and performance, product

and service development, sales and marketing programs, operational procedures and information and

measurement system.

Understanding the dealer is critical to the success of any customer focus initiative, the first step in

understanding the dealers is to listen to them. A company needs to hear what its dealers are saying about

its people, product service and vision. Their information helps to develop meaningful product and

service.

Organizations need to listen to their dealer satisfied, dissatisfied neutral and prospective. As one

company executive said, “talking to a satisfied customer is talking to me”.

In the past, dealer satisfaction and service was the responsibility of a separate organization that

supported the dealer primarily after the sale. Today, service is also likely to be interested with the every

product accompany offers.

High dealer satisfaction comes from providing effective services. But giving that service is a

continuous activity. It means being efficient, reliable, courteous, curing and professional every time.

3.2 Need of Study

As there are a large number of dealers dealing with Tapi Food Products, the study was conducted

to know the retailers satisfaction towards Roots Industries. This in turn enables the company to enhance

its stringent competitiveness in the auto parts market.

3.3 Objectives

1. To find the Dealers’ Satisfaction Level with Tapi food products.



2. To find the factors influencing the dealers to deal with Tapi Food Products.

3. To identity the dealers’ suggestions with respect to Tapi Food Products.

3.4 Scope of Study

1. The project is focused on the selected dealers in Surat city.

2. The data collection is carried out in Surat for a period of 20 days.

3. The study enables to know the expectation of the distributors and consequently the customers.

4. The project highlights the scope for future improvements on the basis of present scale.

Chapter -4

RESEARCH METHODOLOGY

Research methodology describes how the research study was undertaken. This includes the

specifications of research design, source of data, method of data collection, the sampling method and the

tools used.

4.1 Geographical Area:

The study is conducted in Surat City.

4.2 Period of Coverage:

The duration of project work is about 30 days

4.3 Research Design:

The research design is a component of the research plan where various types of research carried is

planned. Based on cost benefit and risk involved, the type of research design is chosen which would give

solutions to the marketing problem at hand.

The design of research study is based on the purposed of the study; if descriptive information is

needed, then a quantitative study is likely to be undertaken.

In my report I have used descriptive research that is one of the qualitative researches. In that the



• Determining the relationship between two are more variables.

• It is well structured.

• It is more economical, we can gather more information.

• Problems can be found after the questionnaire preparation.

• It needs less time.

4.4 Sample Design:

4.4.1 Population:

Population for this research is set of dealers those who are dealing with Tapi food Products in Surat City.

4.4.2 Sample units:

The sampling units used by the researcher for this research, are those who are dealing tapi food Products.

4.4.3 Sample size:

In this project I have taken 40 dealers of Tapi food.

4.4.4 Sampling method:

The sampling method used for this study is non-profitability convenience sampling, which is selected

according to the easy and convenience for me.

4.5 METHOD OF DATA COLLECTION:

4.5.1 Primary data:

Primary data are originated by a researcher for the specific purpose of addressing the problem at

hand. In that primary data I have use the survey method under descriptive research method. In that survey

method I have collected data by direct survey from the retailers through questionnaire



4.5.2 Secondary data:

Secondary data are data that have already been collected for purpose other than the problem at

hand. By that method we can collect the data quickly and inexpensively. In this report I have been

collected secondary data from the company profile, industry profile and official web sites.

4.6 RESEARCH INSTRUMENT:

In the research instrument I have design questionnaire. In that questionnaire I was meet personally

dealer and filled questionnaire by them and taken opinion about the services, product and quality of Tapi

Food. On that base I have decides at what level dealer are satisfied

Questionnaire

The questionnaire is prepared in a well-structured and non- disguised form so that it is easily

understandable and answerable by everyone. The type of questions include in the questionnaire are open-

ended questions, multiple choice questions and dichotomous questions.

3.7 STASTICAL TOOLS USED FOR ANALYSIS:

The researcher carries out analysis through various statistical tools. The statistical analysis is useful

for drawing inference from the collected information.

• Simple percentage analysis.

• Cross - Tabulation

• ANOVA Test.



CHAPTER - 4

ANALYSIS AND INTERPETATION

The experience of the dealers matters a lot in this analysis to find the degree of dealers’ satisfaction.

The percentage analysis gives the percentage of their experience in their dealership and if it is higher the

analysis have the higher value.

o Table 1

EXPERIENCE IN DEALERSHIP

.No. CriteriaNo. of

respondents

% of

respondents

1. 1 years 2 2

2. 2 - 4 years 6 15

3. 5 - 7 year 12 30

4. Above 7 years 20 50

Of about 40 dealers 50% of are having above ten years experience and 30% are in the business of

about 8-10 years. The other 15% have 4-7 years of experience and the rest 5% of the dealers have 1-3

years experience.



o Table 2

Experience with Tapi Food dealership

.No. Criteria No. of respondents % of respondents

1. 1 years 2 5

2. 2 - 4 years 6 15

3. 5 - 7 year 14 35

4. Above 7 years 18 50

This table shows the experience of the dealers in dealing the Tapi Food Products products. Most of

the dealers, who have experience in their dealership, have the experience in dealing Tapi Food Products.

50% of the dealers have roots dealership for above ten years. 8-10 years experienced dealers are up to

35% and 15% have 4-7 years experienced and the rest 5% have up to 3 years experience.

Since the two charts above shows the dealers have considerable experience their answers are valued

much and their statements are very much helpful for the analysis to come effective.



o Table 3

Idea about Quality of Tapi Food’s Products

No

.Criteria No. of respondents % of respondents

1. Very Good 19 47.5

2. Good 14 35

3. Satisfactory 7 17.5

4. Poor 0 0

The chart below shows the degree of reliability on the quality of Roots products the customers

and dealers have. From this question and analysis we could find the quality, Roots offers to their

customers.

Most of the dealers said the quality of roots is unbeatable. More that 45% dealers praise it, 35%

of the dealers say the quality is good and the rest are satisfied from the quality. No dealer reported poor

quality.



This chart depicts the quality of roots by their dealers. No onereported on poor quality products

from roots.

o Table 4

Idea about Credit Period allowed by Tapi Food Products

No


1. Very Good 12 30

2. good 17 42.5

3. Satisfactory 8 20

4. Poor 3 7.5

This table shows the degree of dealers’ satisfaction on the credit period allowed by Tapi

Food to them. Most of the dealers are satisfied with the credit period allowed.30% of the dealers are very

much satisfied about the credit period.42.5% of the dealers are voted Good and 20% of the dealers find

no faults and almost satisfied with the time period allowed. Only a 7.5% of the dealer’s report that the

credit period allowed is not matching them.



o Table 5

Idea about Promotion Activities by Tapi Food Products

No


1. Very Good 5 12.5

2. good 19 47.5

3. Satisfactory 12 30

4. Poor 4 10

The promotion activities carried out by Tapi Food is found to be good. More than 45% of the

dealers report Good and 12.5% of the dealers found are extremely well. 30% of the dealers are satisfied

and the rest 10% of the dealers are reporting poor. The promotion activities are can be still improved

according their opinion.



The chart below gives the graphical representation of the satisfaction level on the promotional

activities.

o Table 6

Idea about Price of Tapi Food’s Products

No


1. Very High 8 20

2. High 19 47.5

3. Average 12 30

4. Low 1 2.5

This table shows the idea of the dealers and customers about the price of the Tapi Food’s products.

On any time, the price of a company’s product is always discussed; even it is maintained at the low cost.

But when asked with a lot of customers the real fact can be got.



Among the 40 dealers, 20% of them reported that the product is higher at cost, 47.5 % of them are

reporting it is higher but not the highest.

The 30% of the dealers are satisfied with the price, because of the product’s quality and one dealer

reported that the price is lower and no problem to deal with that.

o Table 7

Idea about Tapi food’s management Dealing

No


1. Highly Satisfied 10 25

2. Satisfied 22 55

3. Moderate 8 20

4. Dissatisfied 0 0

Chart shows that no dealer has a trouble to deal with the management of Tapi food, which is also

a main factor affecting the dealership and their satisfaction. The friendly relation helps much better for an

organization to flourish. Here, in the case of Tapi food, the replies came, depicts that they have



understood this concept very well. 25% of the dealers are proud to be the dealers for Tapi Food and 55 %

are much satisfied. 20 % produce average results and no one reported poor relationship with the

company.

o Table 8

After sales-service, is very much important for a manufacturing company to bloom. In

that matter, Tapi Food finds no problem with the dealers. They are quite satisfied, because, no product

will be of under-quality and a very few if found to be defective, are replaced

After Sales Service by Tapi Food to Dealers

No


1. Highly Satisfied 8 20

2. Satisfied 28 70



3. Moderate 3 7.5

4. Dissatisfied 1 2.5

From the above graph, it is evident that by the after – sales service offered by the company 20 %

and 70%, so totally 90 % of the dealers has no problem and they are satisfied well. The 7.5 % of the

dealers voted that the service is moderate and 2.5% of the dealers find some problem in the after sales

service. On observation, the dealers having problem with the after sales service is unavoidable.

o Table 9

Dealers’ Expectation on Promotional Activity

No


1. Discount 18 45

2. Gift 6 15

3. Prize 4 10

4. Offers 8 20



Some dealers have the suggestions, and the suggestions about the promotional activities were,

shown in the table. It becomes essential for the manufacturing organization to satisfy its dealers by the

way to sustain and compete.

Most of the dealers prefer for the discount to offer them. Tapi Food already offering discounts and

they are satisfied with it. Hence the 45 % of the dealers find no problem with the promotional activity

and they are got what they expect. 20% of the dealers expect offers when they purchase in bulk. 15%

expect for the gift items and 10% expect prizes to be offered. They need the bulk purchaser should be

praised. But this activity doesn’t have a high impact because all the dealers are expecting the discount as

the main and besides that they have those other ideas.

o Table 10

Main Factors Enabling the Dealers

No


1. Promotional Activities 4 10

2. Quality 27 67.5

3. Company Policy 4 10

4. Margin 5 12.5



On talking about the main factors enabling the dealers to be the Tapi Food’s dealers, most of the

dealers prefer on quality to be first factor. About 67.5% of the dealers are dealing Tapi Food’s products

for its quality and 10% are for promotional schemes and company policies. The rest 12.5 % of the dealers

are voted for margin. Though the dealers prefer other than quality, they have quality as a main factor.

o Table 11

Dealers dealing with other companies

No


1. Yes 13 32.5

2. No 27 67.5



Most of the dealers also deal with other companies. This is because it is very essential for them to

deal with the customers. They are in need to satisfy their various kinds of customers, so they deal with

other companies. About 67.5% of the dealers are dealing with other companies and 32.7% deal with only

Tapi Food Products.

o Table 12

Dealers with Suggestions

No




1. Yes 14 35

2. No 26 65

About 35% of the dealers have suggestions to improve Tapi Food products and their

schemes. Their suggestions are wider about promotional activities, margin, profitability, after-sales

service etc. The rest 65% of the dealers are satisfied with what they are offering in

o Table 13

Recommending to Customers

S.No. Criteria No. of respondents % of respondents



1. Yes 16 30

2. No 24 70

1.

Most of the dealers do not recommend their customers about the Tapi Food’s products. They say

that they won’t usually recommend to anyone

o Table 14

Cross tabulation to find the relation between Complaints and Dealers’ Experience years:

No. of

years of

experience1 years 2–4 years 5–7 years Above8years Total %

complain



Yes 5 4 4 0 13 32.5

No 8 9 5 5 27 67.5

12.5 % of the dealers having experience 1 year reported complaints on the Tapi Food products

and services. The younger dealers, having dealership from 2-4 years and 5-7 years contribute 10 % in

reporting complaints each. The old dealers having above 8 years of experience had fewer complaints.

o Table 13

ANOVA Table for Comparison of Dealers’ Experience with their Satisfaction on the Credit Period:

Hypothesis:

Ho: There is no significant relation between the dealers’ experience and their Satisfaction Level

on the Credit Period allowed.

H1: There is a significant relation between the dealers’ experience and their Satisfaction Level on

the Credit Period allowed.

Sum of

Squares

Degree of

Freedom

Mean

Square

F Significance

Between

Group

12.623 3 4.208 8.521 .000

Within

Group

17.777 36 0.494

Total 30.400 39 4.702

From the table above, Degree of Freedom = 3, the value of F = 8.521, the significance is almost

zero and lesser than 0.05, thereof the null hypothesis is rejected, by accepting the alternate hypothesis.

Therefore, there is a significant relation between the dealers’ experience and their Satisfaction

Level on the Credit Period allowed and most of the well experienced dealers are satisfied with the credit

period.

Chapter – 6

FINDINGS



On observation it is found that the dealers report Poor are found to be dealing with Tapi food

products indirectly. And hence, they have the limited duration, but even they didn’t find any

difficulty.

It is found that the price is somewhat higher for the Tapi Food’s products but when

considering about the quality, the price can be paid. Most of the dealers are satisfied with the

price, because of the product’s quality and one dealer reported that the price is lower and no

problem to deal with that.

The friendly relation helps much better for an organization to flourish. Here, in the case of Tapi

Food, the replies came, depicts that they have understood this concept very well.

On observation, the dealers having problem with the after sales service is unavoidable.

Most of the dealers also deal with other companies. This is because it is very essential for them

to deal with the customers. They are in need to satisfy their various kinds of customers, so they

deal with other companies.

From the observation, it is found that the complaints are about the profitability and price of Tapi

food products.

There is a significant relation between the dealers’ experience and their Satisfaction Level on the

Credit Period allowed and most of the well experienced dealers are satisfied with the credit

period.

There is a significant relation between the dealers’ experience and their Satisfaction Level on the

Promotional Activities, and most of the well experienced dealers are satisfied with the

promotional activities.

Chapter - 7

SUGGESTIONS



The main objective of every analysis is to find the faults and road blocks of a business. Some of the

suggestions, the dealers told and some from the findings of the analysis are listed below.

Most of the dealers report price is below the satisfactory level for the product.

Most of the dealers are in need of better promotional activities and margin.

They are well satisfied with the quality of the product.

The Company should have an eye on the credit period given to each dealer, because some are well

satisfied and some doesn’t agree with it. The dealers should not be affected even indirectly.

Since quality is being the main factor for the dealers to have relationship with the company, the

company should not lose its quality standard at any cost.

It is advisable for the company to have various promotional activities, the dealer to choose. It is

because; all the dealers need not to like the same kind of promotional activities.

Since some of the dealers have suggestions and some have complaints about the company or its

products. It will be better to have a feedback from the dealers at regular intervals, and to

minimize the communication gap between the dealers and company people.

Most of the dealers are well satisfied with the after-sales service given by the company.

The Company should have an ear to the dealers’ expectations.

Chapter - 8

LIMITATION OF THE STUDY



“To err is humane and to forgive is divine”. Concentrating on the first par, we can say that no body

is 100% perfect in what he/she does. By knowingly or unknowingly he commit mistake. Along with the

analysis of the data, I have also tried to analyze the problem I have faces and the limitations that came on

my way, which are as followed.

The respondents may not give correct answers due to personal bias.

Company not provides all dealer information cause of market competition.

The number of respondent of survey was 40 which were not enough for the study of this segment

of market.

The research was limited to Surat City only so there is limitation of area for an appropriate

analysis.

As I am not the expert in this field, the results may not be as perfect as it should be for the company

to take any action related to this problem.

It is one of the many study and therefore doesn’t cover a large number of respondents and even

grater area.

Chapter - 9

CONCLUSION



Competing is the global brand and it is difficult one. From the survival point of view, Tapi Food

Products should enter into all aspects of marketing activities to improve the product life in the future

market. The company has mostly achieved in satisfying its dealers and as well as its customers. It is

evident from this study and Tapi Food Products is advised to maintain its Quality on its products so as to

retain this stage forever. The study has been successful in knowing the Dealers’ Satisfaction with Tapi

Food Products, Surat.

CHAPTER - 10

BIBILOGRAPHY



BOOKS:

1) Donald R.Cooper & Pamela S. Schindler. (2003). Business Research

Methods. Tata McGraw Hill Edition.

2) Kotler Philip & Keller Kevin Lane (2006). Marketing Management. Pearson

Education.

Websites :

1) www.tapifoods.net

2) www.google.com

Chapter - 9

Annexure

Questionnaire


http://www./


A Study on DEALER SATISFACTION with TAPI FOOD PRODUCTS, Surat.

Questionnaire1. Name : _______________________________________________________________2. Company Name : _______________________________________________________________ 3. Address : _______________________________________________________________ _______________________________________________________________4. Experience in dealership:

□ 1 Years □ 2 - 4 Years

□ 5 - 7 Years □ Above 10 Years

5. How long you are dealing with TAPI FOOD’s products?

□ 1 Years □ 2 - 4 Years

□ 5 - 7 Years □ Above Years

6. What do you feel about Quality of TAPI FOOD’s products?

□ Very Good □ Good

□ Satisfactory □ Poor

7. Which factor enables you to be the dealer of TAPI FOOD’s products?

□ Promotional □ Quality

□ Scheme □ Company Policy

□ Margin

6. What do you feel about credit period given by TAPI FOOD?



7. What do you think about Promotion Activities given by TAPI FOOD?



8. What do you feel about the Price of TAPI FOOD’s products?

□ Very High □ High

□ Average □ Low

10. What type of promotional activity do you prefer with TAPI FOOD’s products?

□ Discount □ Gift

□ Prize □ Offers

11. Whether the expected quantity of TAPI FOOD’s products is supplied to you in time?

□ Yes □ No

12. Are you dealing with other companies?



□ Yes □ No If yes, specify: _________________________________________________________

13. Do you have proper accessibility of TAPI FOODS products?

□ Yes □ No If No, specify: ___________________________________________________________

14. What do you feel about the Management dealing with you in TAPI FOOD?

□ Highly Satisfied □ Satisfied

□ Average □ Dissatisfied

15. What are the factors that you expect from TAPI FOOD?

□ Promotional □ Sales follow-up

□ Scheme □ Service

□ Credit Facility

16. Do you have any complaints about TAPI FOOD products?

□ Yes □ No If yes, specify the reason:_____________________________________________________

__________________________________________________________________________

17. Do you recommend your customers about TAPI FOOD products?

□ Yes □ No If No, specify the reason:_____________________________________________________

__________________________________________________________________________

18. Do you have any suggestions to improve the quality of TAPI FOOD’s products?

□ Yes □ No If Yes, specify: ____________________________________________________________

___________________________________________________________________________

19. What do you feel about after sales service given by TAPI FOOD’s?

□ Highly Satisfied □ Satisfied

□ Moderate □ Dissatisfied

Date:Place: Signature of Dealer


Documents

Dealer Satisfaction On Tapi Food Pvt.Ltd (2)