A FIELD SURVEY ON CONSUMER OPINION, ATTITUDE AND THEIR

EXPECTATION TOWARDS MODERN BREAD ( Hindustanunilever limited ) Chennai.

By

M.DINESH

Reg. No 41109631014

MADHA ENGINEERING COLLEGE

A PROJECT REPORT

Submitted to the

FACULTY OF MANAGEMENT STUDIES

In partial fulfillment of the requirements

for the award of the degree

of

MASTER OF BUSINESS ADMINISTRATION

IN

MARKETING

ANNA UNIVERSITY

CHENNAI -600025

JUNE 2011

BONAFIDE CERTIFICATE

Certified that this project report titled A FIELD SURVEY ON CONSUMER OPINION,

ATTITUDE AND THEIR EXPECTATION TOWARDS MODERN BREAD

( Hindustanunilever limited ) Chennai , is the bonafide work of Mr. M.DINESH who carried

out the research under my supervision. Certified further, that to the best of my knowledge the

work reported here in does not form part of any other project report or dissertation on the basis of

which a degree or award was conferred on an earlier occasion on this or any other candidate.

Internal Guide Director

External examiner

ACKNOWLEDGEMENT

The successfully completion of any task be incomplete without mentioning the people who made

it possible. I take privilege to express a few words of gratitude and respect to all those who

helped me in completion of this project.

I express my sincere thanks to our honorableChairman Dr.S.Peter.

I am privileged to express my deep sense of gratitude to our Vice ChairpersonMs.P. Mercy

Florence and Principal Dr.C.B.Lakshmikantha of MADHA ENGINEERING COLLEGE,

CHENNAI for given me the prestigious opportunity of being a member in this institution.

I wish to express my gratitude and thanks to Dr.Thiyagarajan, Director, Department of

Management Studies for his guidance and support during the course of project.

At the outset I would like to acknowledge with regards and respects to my Head of the

Department Mr. K. Siva Kumar for being the source of great inspiration for the entire duration

of the course.

I am deeply indebted to our faculty guide Mrs. Maya Vijayakumar for allowing me to do this

project work and for her guidance throughout the project work.

I am grateful to the organization, “HINDUSTAN UNILEVER LIMITED, CHENNAI” where

I did my project successfully.

I express my gratitude to Mr. Nair, sales manager of Hindustan unilever Limited for the

permission and he has granted me to undertake my project in the organization.

I would like to thank Mr.Babu, who was my guide and mentor. I am thankful to the staffs of

Hindustan unilever Limited, Chennai.

ABSTRACT

The project report entitle “A FIELD SURVEY ON CONSUMER OPINION, ATTITUDE

AND THEIR EXPECTATION TOWARDS MODERN BREAD.”is intended to determine the

buying behavior and awareness of the product.

Consumer behavior focuses on how individuals make decisions to spend their available resources

(time, money, effort) on consumption related items. That includes what they buy, why they buy,

when they buy it, where they buy it, how often they buy it for purchase and the impact of such

evaluations on future purchases, and how they dispose of it.

To achieve this defined objective structured questionnaire based on the behavior study made is

prepared. The prepared questionnaire is used to get the direct responses from the consumers in

thiruvallur.

The response given to the consumers in Thiruvallur wereanalyzed and interpreted using different

type of statistical tools. they are percentage analysis ,weighted average method and chi square

test.

After analysis and interpretation, it reveals the following points are important in improving the

buying behavior attitudes, awareness, advertisement and choice of product range. After that the

purchasing frequency were found out.

The questionnaires consist of 31 questions where data are collected from 275 samples in

Thiruvallur.

TABLE OF CONTENTS

CHAPTER.NO DESCRIPTION PAGE.NO

1 INTRODUCTION

1.1. INTRODUCTION 1

1.2 INDUSTRY PROFILE 5

1.3 COMPANY PROFILE 8

1.4 REVIEW OF LITERATURE 16

2 PROJECT FRAMEWORK

2.1 RESEARCH OBJECTIVES 18

2.2 SCOPE OF THE STUDY 19

2.3 NEED OF THE STUDY 19

2.4 RESEARCH METHODOLOGY 20

2.5 LIMITATIONS OF THE STUDY 25

3 ANALYSIS AND INTERPRETATION

3.1 ANALYSIS AND INTERPRETATION 26

3.2 FINDINGS OF THE STUDY 85

3.3 SUGGESTIONS OF THE STUDY 88

4 ANNEXURE

QUESTIONNAIRE 89

BIBLIOGRAPHY 93

LIST OF TABLES

TABLE.NO NAME OF THE TABLE PAGE.NO

3.1.1 RESPONDENTS OF AGE CLASSIFICATION 26

3.1.2 RESPONDENTS OF GENDER CLASSIFICATION 28

3.1.3 RESPONDENTS OF INCOME CLASSIFICATION 30

3.1.4 RESPONDENTS CONSUME BREAD 32

3.1.5 PERCEPTION ABOUT BREAD 34

3.1.6 RESPONDENTS CONSUME BRANDED BREAD 36

3.1.7 RESPONDENTS AWARENESS OF MODERN BREAD 38

3.1.8 RESPONDENTS PURCHASE MODERN BREAD 40

3.1.9 CONSIDERATION OF PURCHASING MODERN BREAD 42

3.1.10 FREQUENCY OF PURCHASING 44

3.1.11 QUALITY OF PURCHASE MODERN BREAD AT A TIME 46

3.1.12 FACTOR INVOLVE IN CONSUME MODERN BREAD 48

3.1.13 CONSUMED WHOLE WHEAT BREAD IN MODERN BREAD 50

3.1.14 SATISFACTION LEVEL OF QUALITY 52

3.1.15 SATISFACTION LEVEL OF PRICE 53

3.1.16 SATISFACTION LEVEL OF QUANTITY 54

3.1.17 SATISFACTION LEVEL OF TASTE 55

3.1.18 SATISFACTION LEVEL OF VARIETIES 56

LIST OF TABLE

TABLE.NO NAME OF THE TABLE PAGE.NO

3.1.19 SATISFACTION LEVEL OF AVAILABILITY 57

3.1.20 OPINION ON PRICE TOWARDS MODERN BREAD 58

3.1.21 OPINION ON QUALITY TOWARDS MODERN BREAD 59

3.1.22 OPINION ON QUANTITY TOWARDS MODERN BREAD 60

3.1.23 OPINION ON VARIETIES TOWARDS MODERN BREAD 61

3.1.24 OPINION ON TASTE TOWARDS MODERN BREAD 62

3.1.25 OPINION ON AVAILABILITY TOWARDS MODERN BREAD 63

3.1.26 EXPECTATION ON PRICE 64

3.1.27 EXPECTATION ON QUALITY 66

3.1.28 EXPECTATION ON SMALL PACKAGING 68

3.1.29 EXPECTATION ON QUANTITY 70

3.1.30 AVAILABILITY IN THEIR LOCALITY 72

3.1.31 EXPECTATION REGARDING AVAILABILITY 74

3.1.32 COMPROMISE TO BUY OTHER BRANDS 76

3.1.33 PREFER OTHER BRANDS 78

3.1.34 FACTORS TO BE IMPROVED IN MODERN BREAD 80

3.1.35 CHI SQUARE ON SATISFACTION LEVEL OF PRICEAND

INCOME LEVEL

82

CHAPTER 1

1.1 INTRODUCTION

ATTITUDES

Attitudes have three components: the cognitive deals with beliefs and knowledge the

affective deal with emotion likes and dislikes and the cognitive, which is more behavioral, deals

with actions, motives, and intent. The teacher evaluation scale completed by students every

semester measures your attitude towards a particular instructor.

ATTITUDES CHANGES

Marketers use several approaches in order to try to changes the attitudes of con-

sumers. As was noted above, the attributes of a product play an important role in the con-

sumer decision making process. It means the consumer to change the product.

REFERENCE GROUP

People who are members of a gang tend to dress alike and buy the same brand of

beer and cigarettes. It means to purchase same thing of products.

PERCEPTION

We use our senses (sight, smell, taste, touch, and hearing) to interpret information and

give meaning to what object around us. Perception is the process by which we organize and se-

lect information received through the senses and give meaning to the objects in the world around

us. This is done by our brain. We do not always do this correctly. How do you determine

whether furniture is durable? Suppose a marketer finds that you lift it and if it is heavy you con-

clude that it is durable.

SUBLIMINAL PERCEPTION

The idea that you can influence consumer behavior by flashing subliminal messages is

something that started in the early 1950’s.

PERCEIVED RISK

Some products are perceived as high risk (sports car, house) and some are seen as low

risk (flour, a deck of playing cards). In general, two factors affect the perceived risk of a

product that is uncertainty and consequences.

FINANCIAL RISK

Sometimes consumers are concerned about losing money if a product does not work well.

PERFORMANCE RISK

You might be worried that the product does not work. Do you worry that salt will not work.

PSYCHOLOGICAL RISK

Sometimes people are concerned that a product may not fit their self-image. This is mainly

true for clothing.

COSUMER BEHAVIOR

The term consumer behavior is defined as the behavior that consumers display in

searching for purchasing, using, evaluating and disposing of products and services that they

expect will satisfy their needs. Consumer behavior focuses on how individuals make decisions to

spend their available resources (time, money, effort) on consumption related items. That includes

what they buy, why they buy, when they buy it, where they buy it, how often they buy it for

purchase and the impact of such evaluations on future purchases, and how they dispose of it.

FIVE STAGES OF CONSUMER BUYING BEHAVIOR

Need awareness:

The beginning point of most purchasing is your potential buyer recognition of a need

in their life. This need can be established by encountering a problem or prompted by a

company marketing.

Information search:

With the rise of the internet, it has never been easier for buyers to research their

purchase. Make sure your small business is in the game by providing educational material

on your website.

Check options:

After an information search, the customer will evaluate all the available options.

Options include wanted features pricing and company credibility.

Purchase decision:

This is the moment when the customer wants to buy. Deals are easily lost when you

keep selling to the customer. There an old adage in sales when the customer says “I will

take it.” Keep your mouth closed, and close the deal.

Post buying behavior:

An overlooked piece of consumer buying behavior is what occurs after the purchase.

The buyer will look for reinforcement from media friends and other sources confirming

they made the right decision.

FACTORS INFLUENCING CONSUMER BEHAVIOR

Personal factors:

Age and life cycle stage, occupation, economic situation, lifestyle, personality and

self concept are called personal factors. It affect the buying behaviour to the consumer

Psychological factors:

Motivation, perception, learning are called psychological factors. It affects the

consumer behavior in way of mentally.

Social factors:

Social factors means around the society methods and traditions followers. Simply

they are group of people under religions and caste.

Cultural factors:

To follow some traditions means culture the people live with in some restrictions

and conditions it also to affect the consumer behaviour.

1.2 INDUSTRY PROFILE

India is the second largest producer of wheat in the world. As per the figures of Agriculture Ministry Government of India, India produced about 72 million tonnes of wheat in 2003-04. It is 12 per cent of the world production. Most of the wheat produced in the country is suitable for production of bread and bakery products, which is soft to medium hard with medium protein content. The major wheat producing states are Punjab, Haryana, Uttar Pradesh and Rajasthan. Durhum or hard wheat with high protein content and high gluten content is typically grown in central and western India.

The quantity of durhum wheat is small and is estimated to be about 2.5 million tonnes. Although acreage under wheat cultivation is steadily increasing, the productivity has been more or less stagnating at around 2.4 to 2.7 tonnes per hectare. In 2003-04 seventy two million tonnes of wheat was produced from 26.62 million hectares of the farmland giving a yield of 2.7 tonnes per hectare. In India there are about 900 Roller flour mills milling about 12.5 million tonnes of wheat utilizing less than 50 per cent of their installed capacity. As per the Union Ministry of Food Processing Industries estimate there are about 400000Chakkis milling 42.5 million tonnes of wheat. The Chakki milled wheat flour normally goes for direct household consumption and the atta (wheat flour) and maida produced in organized roller flour mills normally are supplied to the industry. Roller flourmills also produce other products including semolina (suji) and other by-products. With low capacity utilization the roller flourmills are not really doing well.

Government through Public Distribution Scheme (PDS) distributes and sells wheat all over and Food Corporation of India ( FCI) provides the major storage and infrastructure facilities for this purpose. FCI storage system is age old and inadequate and many studies indicated that there is a significant loss and pilferage taking place from FCI run storage godowns. The selling price of wheat by Government through PDS is quite low to cover Above Poverty Line (APL), Below Poverty Line (BPL) and Poorest –of- the Poor (POP) consumers. These prices are now fixed at INR 6100 per tonnes for APL, INR 4150 for BPL and INR 2000 per tonne for the POP consumers. Needless to say that significant quantity of the wheat grains distributed through PDS comes back to Chakkis and roller flour mills through parallel market linkages established traditionally by the middlemen.

The reason being the market price is much higher. Even the cost of procurement of wheat including the holding cost reported to be around INR 9250 per tonne. It is clear therefore that large part of the subsidy is wasted through this parallel channel as well through the wastage and inefficiency of the system arising out of sub-optimal post harvest handling and storage

Region-wise consumption of branded atta

Region                        Consumption

North 47 %East 13 %West 21 %South 19 %

The total bread production in the country is estimated to be 3.75 million tonnes annually growing at a rate of about 6 per cent. The organized sector is said to be growing a little higher rate of 8 per cent. In 1977 Government had reserved bread industry for the small scale.

However. Britannia Industries Ltd (BIL) in private sector as well as Modern Food Industries Ltd., a Public Sector Undertaking were permitted to produce bread as per the installed capacity existed at that point of time. In addition to these two large players there were about 25 medium scale and 1800 small scale manufacturers which together accounted for 45 per cent of the total production of bread in the country. In the unorganized sector it is said that there are about 75000 bread manufacturers spread all over including some of those operating from even residential premises. South India consumes 32percent of the total bread produced in the country followed by north which consumes about 27 per cent, west 23 per cent and east 18 per cent.

Increasingly, bread is finding popularity as item consumed in breakfast in place of traditional chapptis. Bread production has thus been on the rise. The manufacturers also introduced many bread variants. Health conscious people now consume brown bread instead of white bread. Brown bread is all most 10 per cent of the total bread market. Milk bread is about 85 per cent, brown 10 per cent, fruit bread 3 per cent and balance 2 per cent is other specialty bread as per industry estimates. Earlier we had only whole bread but during last decade mostly sliced bread is being sold. One gets whole bread only in small towns produced in traditional ovens. The bakeries in India normally produce bread as well as cookies for the local market. The technology absorption in Indian bakeries therefore is still at various levels. Some of the hotels in India produce excellent quality bread and the regional players increasingly dominate other bakery products. Many local and regional players have been able to create success stories and therefore dominance of big players like Britannia is gradually reducing. In fact Britannia wanted to get out of the bread segment because it is not very profitable. In Delhi we can see that Harvest Gold brand is quite popular and they are more visible than other brands.

Few large regional players have grown up to make up for the demand.

North IndiaHarvest Gold ,Bonn ,Perfect ,National,Kitty

West IndiaVibbs

South IndiaSpencer

East India Britannia  ,Modern

Apart from these automated major bread manufacturers several bakery chains have sprang across the city maps. These bakery chain s provide  customers with artisan breads  with origin of recipe from Italy , France and Swiss. such as  Daily Bread , Hot Bread , Cookie Man   Oven Pick  andseveral others

1.3 COMPANY PROFILE

Modern Food industries (India) Limited was a wholly Central Government owned public sector

undertaking under the administrative control of the department of Food Processing industries.

The company is the largest producer of bread in the country and has 14 bakery units located at

different places in the country. The company has also undertaken bakery business through

franchise arrangements and presently it has 25 franchised units. The company was also supplying

supplementary nutritional food (energy food) under the welfare programmers in the states of

Uttar Pradesh, Bihar and the Municipal Corporation of Delhi.

In August 1996, the company, along with some other public sector undertakings, was referred to

the disinvestment Commission. The Commission recommended 100 percent sale of government

equity in Modern Food Industries (India) Limited. However, in September 1997, the government

decided to approve 50 percent disinvestment of government equity in Modern Food industries

(India) Limited. Later, it was felt that with a higher level of disinvestment, government is likely

to get better offer both in terms of valuation as well as the kind of strategic partner. In view of

this, the government in December 1998, decided to disinvest 74 percent government equity in

Modern Food Industries (India) Limited.

The Cabinet Committee on Disinvestment (CCD), in its meeting held on 25 th January, 2000

considered the proposal submitted by the Department of Disinvestment has approved the bid of

M/S Hindustan Lever Limited for securing 74 percent of government equity in Modern Food

Industries (India) Limited for an amount of Rs.104.45 Crores and infusion of fresh equity of

Rs.20 Crores into Modern Food Industries (India) Limited in such a way that the shareholding of

Hindustan Unilever Limited in Modern Food Industries (India) Limited remains restricted to 74

percent.

Hindustan Unilever Limited has acquired the balance 25.99 percent of equity in

Modern Food Industries (India) Limited from the government of India (GOI) for Rs.44.07

crores, thereby completing the disinvestment of GOI equity in Modern Food Industries (India)

Modern Food Industries (India) Limited registered 25 percent strong growth in sales, under

Hindustan Unilever Limited’s management in 2001. IT has continued on the growth and revival

path in the First Half of 2002, showing a 20 percent increase in the sales over the corresponding

period of 2001.

The company recorded a positive operating profit before interest and restructuring cost of

Rs.1.07 crores as against a loss of rs.7.78 crores during the corresponding period of the previous

year and this was achieved despite a 40 percent increase in market development cost.

Hindustan Unilever Limited has nominated all the five directors one of whom has taken

over the managing director of Modern Food Industries (India) Limited.

Modern has a heritage of over 42 years and has presence across India. Modern was the

first brand to operate a fully mechanized bakery. Modern has evolved to keep in step with the

changing needs of consumers by constantly renovating its offering to make it relevant for all

segments and to meet various needs, occasions and usages by consumers.

The company is continuing to produce and market different varieties of bread like white

sandwich bread, sweet bread, milk bread, whole wheat bread and special bread for nutritional

programmers as its quality control. Chennai has three ancillary units to produce bread, cake, bun

and rusk.

Over the years Modern has evolved into a vibrant brand for ‘Happy Starts & Good

Times’ meeting today’s consumer diverse needs at multiple price points & touch points

complemented with a rich portfolio of health & wellness breads and chapatis.

VISION

We're constantly developing our brands and products to keep pace with the changes in consumers

lives.

The four pillars of our vision set out the long term direction for the company – where we

want to go and how we are going to get there:

We work to create a better future every day.

We help people feel good, look good and get more out of life with brands and services

that are good for them and good for others.

We will inspire people to take small everyday actions that can add up to a big difference

for the world.

We will develop new ways of doing business with the aim of doubling the size of our

company while reducing our environmental impact.

MISSION

Unilever's mission is to add Vitality to life. We meet everyday needs for nutrition, hygiene, and

personal care with brands that help people feel good, look good and get more out of life.

PURPOSE & PRINCIPLES

Our corporate purpose states that to succeed requires "the highest standards of corporate

behaviour towards everyone we work with, the communities we touch, and the environment on

which we have an impact."

Always working with integrity

Conducting our operations with integrity and with respect for the many people,

organizations and environments our business touches has always been at the heart of our

corporate responsibility.

Positive impact

We aim to make a positive impact in many ways: through our brands, our commercial

operations and relationships, through voluntary contributions, and through the various other

ways in which we engage with society.

Continuous commitment

We're also committed to continuously improving the way we manage our environmental

impacts and are working towards our longer-term goal of developing a sustainable business.

Setting out our aspirations

Our corporate purpose sets out our aspirations in running our business. It's underpinned

by our code of business Principles which describes the operational standards that everyone at

Unilever follows, wherever they are in the world. The code also supports our approach to

governance and corporate responsibility.

HUL Policies

Unilever is committed to providing the very best not only to our customers but also to the

environment. Read up on some Unilever policies that aim to do just that.

Environment Policy

The aim of the Policy is to do all that is reasonably practicable to prevent or minimize,

encompassing all available knowledge and information, the risk of an adverse environmental

impact arising from processing of the product, its use or foreseeable misuse.

Quality Policy

Our Quality Policy describes the principles that everyone in Unilever follows, wherever

they are in the world, to ensure that we are recognized and trusted for our integrity, the quality of

our brands and products, and the high standards we set.

Safety & Health Policy

Hindustan Unilever Limited (HUL) supplies high quality goods and services to meet the

daily needs of consumers and customers. In doing so, the Company is committed to exhibit the

highest standards of corporate behaviour towards its consumers, employees, the societies and the

environment in which we operate

Affirmative Action Policy

Hindustan Unilever Limited is a signatory to the CII Code of Conduct on Affirmative Action and

affirms the recognition that its competitiveness is interlinked with the well being of all sections

of the Indian Society.

AWARDS & RECOGNITION

Awarded top Indian company in the 'FMCG' sector for the third consecutive year at Dun

& Bradstreet-Rolta Corporate Awards, 2009.

HUL ranked fourth in the ‘Top Companies for Leaders, 2009' (Asia Pacific region) and

10th place in the global rankings in a survey carried out by Hewitt Associates.

HUL received the Award for Excellence in HR in 2010 from Confederation of Indian

Industry (CII). This is a rigorous fact-based assessment which is conducted by a team of external

assessors. HUL has won this award for the third consecutive year.

Awarded Customer and Brand Loyalty Award by Business India & Business Standard in

2009.

Awarded for Best Corporate Social Responsibility Practice at the Social & Corporate

Governance Awards 08-09 by BSE, Nasscom Foundation and Times Foundation.

Awarded in the Category 'FMCG Manufacturing Supply Chain Excellence' at the Third

Express, Logistics & Supply Chain Awards by APL Logistics, Indiatimes, Mindscape, Business

India Group in 2009.

Our Orai unit received the Gold Excellence award and the Khalilabad unit received the

Silver Excellence award in the environment category by Greentech Foundation in 2009.

HUL's Goa factory won a Gold Trophy at the Greentech Awards in 2009 the

manufacturing sector category for their outstanding work in Safety Management.

Project Shakti won the Silver Trophy at the EMPI-Indian Express Indian Innovation

Kwality Wall's Swirl's awarded 'The Franchisor of the year' for the Ice-cream parlour

category by Franchise India in 2009.

HUL brands have topped Brand Equity's ‘India’s Most Trusted Brands Survey’ rankings

for 2010. Six HUL brands (Lux, Lifebuoy, Clinic Plus, Pond's, Fair & Lovely and Pepsodent)

feature in the top 10 and eight in the top 20. All together there are 17 HUL brands among the

‘100 most trusted brands’ in the 2010 survey. Additionally, five HUL brands (Fair & Lovely,

Lifebuoy, Lux, Pepsodent and Pond’s) featured in the list of ten Hall of Fame brands. This

recognition was accorded to brands which consistently ranked high in the survey over the last 10

years since its inception. In 2009, three HUL brands featured in the top ten, and seven in the top

twenty.

Received CNBC AWAAZ Consumer Awards in six categories for 2010:

- Green Company of the Year

- Value for Money Brand of the Year

- Ad Effectiveness Award

- Marketer of the Year award across all categories

- Most Preferred Personal Care Company in FMCG category 

  (for the third consecutive year)

- Most Preferred Home care Company in FMCG category 

  (for the third consecutive year)

HUL was felicitated for receiving the highest number of patents in the year 2009 at

Annual Intellectual Property Awards 2010. The award was instituted by Confederation of

Indian Industry (CII) in association with Department of Industrial Policy & Promotion

(DIIP) and Intellectual Property India (IPI) MODERN FOOD

PRODUCTS

S.no Product

1 Family Shakti

2 Oven  Fresh

3 Milk Classic

4 Butter Special

5 Kairali Special

6 Bread & Butter

7 Sweet Plus

8 Milk Plus

9 Atta Shakti

10 7 Must

11 Whole Wheat

12 Brown

13 Bread with Heart Healthy

Omegas

14 Jumbo bread

15 Family white

1.4 REVIEW OF LITERATURE

Journal of Consumer Behaviour

Country: United Kingdom

Subject Area: Psychology

Subject Category: Social Psychology

Publisher: Henry Stewart Publications. Publication type: Journals. ISSN: 14720817

Coverage: 2009-2010

H Index: 1

Scope:

The Journal of Consumer Behaviour aims to promote the understanding of consumer behaviour, consumer research and consumption through the publication of double-blind peer-reviewed, top quality theoretical and empirical research. An international academic journal with a foundation in the social sciences, the JCB has a diverse and multidisciplinary outlook which seeks to showcase innovative, alternative and contested representations of consumer behaviour alongside the latest developments in established traditions of consumer research.

Trade Dress and Consumer Perception of Product Similarity

1. Denney G. Rutherford 1 , 2. Andrew W. Perkins 2

Abstract

A study was conducted to determine the level of perceived similarity by consumers among college students viewing two products with similar trade dress—the recently litigated Kendall-Jackson “Vintner’s Reserve” and Gallo “Turning Leaf” brands of Chardonnay table wine. Using an Internet-based data collection method, this study found only one significant difference out of several variables in a comparison between groups defined by their wine purchase frequency and wine knowledge. Perceived similarity is substantially apparent; consumers did not identify differences between the two brands based on their various components of trade dress. Based on these findings, the authors suggest that brand loyalty is less likely and switching behaviour may become common in a market that includes such competitive behaviour

Consumer attitude toward virtual stores and its correlates

B.C.Y. Lee

aFu Jen Catholic University, Taiwan, ROC

Abstract

Supported by the growth of information technology, the virtual stores have increased their importance in the modern marketing environment. The purpose of this research is to investigate the relationships between consumer attitude toward virtual stores and its correlates. A conceptual model with four postulated hypotheses is proposed and verified by empirical data. Our study results show that consumer risk averseness is negatively related to consumer attitude, whereas consumer convenience orientation and the impulse tendency are both positively related with consumer attitude toward virtual stores. Implications for practitioners and suggestions for further research are also provided.

CHAPTER 2

2.1 OBJECTIVES

Primary objective

To know about the consumer awareness towards modern bread in thiruvallur district

Secondary objectives

To analyze the various parameters (price, quality, quantity, taste) that determine the choice of consumer

To determine how well the company satisfy customer requirements and their expectation

To find out the customer preference and their opinion

To offer valuable suggestions to improve the sales of modern bread

2.2 SCOPE

This study helps to know about the consumer perception and expectation towards Modern Bread.

This study helps to know about the satisfaction level of consumer towards Modern Bread.

This study helps to know about the level of loyalty shown by the consumer towards Modern Bread.

2.3 NEED FOR STUDY

A study of consumer behavior in modern bread for special purpose of to know about the

consumer behavior for improve the product and marketing function for consumer satisfaction.

To know about how many people to get aware about modern bread

To find the competitors and analyze the methods for competition marketing.

To find the choice and which flavor is very well moving in market

How many people to consume modern bread in market

To get suggestion from public for further improvement

Why some people did not consume modern bread and find out what their reason.

Who is the main consumer in modern bread?

2.4 RESEARCH METHODOLOGY

RESEARCH

Research in common place refers to a search for knowledge. Research is defined as

systematic and scientific search for pertinent information on specific topic or area of study.

METHODOLOGY

Methodology is a plan of action for a research project and explains in detail how data are

collected analyzed and presented, so that they will provide meaning information.

RESEARCH DESIGN

A Research design is purely and simply the framework or plan for the guides the collection and

analysis of data.

It is the overall operational pattern or framework of the project that stipulated the information to

be collected, from which source and what procedures. A Research design might be described as a

series of advance decision that taken together from a specific master plan or the model for the

conduct of the investigation. Descriptive research is used in this project.

DESCRIPTIVE RESEARCH

This type of research design is undertaken in many circumstances. When the researcher is

interested in knowing the characteristics of certain groups such as age, sex, education level,

Occupation or income etc. The Objective of such study is to answer the “Who, What, When,

Where, and How” of the subject under investigation, so in this project study comes under

descriptive research design.

RESEARCH INSTRUMENT USED

The questionnaire was found to be the most suitable type of research instrument to collect data. It

is important tool of the research; it is used to generate the raw data on which findings were

based.

QUESTIONNAIRE CONSTRUCTION

A questionnaire is an assembly of carefully formulated questions, designed to collect facts and

options from the respondents. It’s an important tool of the research; it is used to generate the raw

data on which findings were based.

AIM OF THE QUESTIONNAIRE

To obtain accurate data.

To make interview as interesting and stimulating.

To be easily analysis.

To facilitate efficient administration of information.

SOURCE AND COLLECTION OF DATA

The task of data collection begins after research problems have been defined and research

design chalked out. Data is the foundation for all marketing research. The researchers can obtain

data form.

Primary Data

Questionnaires are prepared and personal interview was conducted. Most of the questions

are consist of multiple choices. The structured interview method was undertaken. The interview

was conducted in English as well as in Tamil. Proper care was taken to frame the interview

schedule in such a manner it should be easily understood in view of educational level of the con-

sumers. Generally 22 questions are prepared and asked to the consumers of the in the Puduch-

erry.

Secondary Data

Secondary data was collected from Internets, various books, Journals, and Company Re-

cords.

SAMPLING PLAN

Due to cost and time involved in collecting the data from all the respondents, it becomes

a compulsion to choose representation. Sampling plan explains as under,

Sampling Unit:

The sampling unit is who is to be surveyed? That is sampling unit is who are all

the respondent is called sampling unit. The sampling units for this study are customers of

Thiruvallur

Sampling Size:

The sample size for this study is 275.

Sampling Method:

Different types of sampling methods are available. In this study the convenience

sampling was selected for this research. This sampling method used the principles of non-

probability technique.

Area Of Sampling:

The area of sampling was taken in thiruvallur.

STATISTICAL TOOLS

To arrange and interpret the collected data the following statistical tools were used.

Percentage Method.

Weighted Average Method

Chi square test

PERCENTAGE METHOD:

The percentage method was extensively used for findings various details. It is used for making

comparison between two or more series of data. It can be generally calculated.

No. of respondents favorable

Percentage of Respondents = x 100

Total no. of respondents

WEIGHTED AVERAGE METHOD:

In the weighted Average method, the weighted average can be calculated by the following

formula

Here

XW represents the weighted average

“X1, X2, X3……..Xn” represents the value for variable values

“W1, W2, W3……..Wn” represents the weightage give to the variable.

Steps:-

Multiply the weights (W) by the variables (x) to obtain WX

Add all WX to obtain ∑WX

Divide WX by sum of the weights (∑X) to get weighted average.

CHI-SQUARE ANALYSIS 

To test the significance of the independence between two attributes, chi-square test is used.

XW = ΣWX /ΣX

We set-up.

      Ho: There is no significant difference between two independence attributes

      H1: There is significant difference between two independence attributes

      Under Ho, the test statistic chi square is

                               (O-E)

      = ∑ ------------*(r-1),(c-1) d.f

             E

            Where 

                  O Stands for the observed Frequencies

                  E Stands for expected frequencies,

                  r and c are respectively the number of rows and number of columns.

The expected values are calculated using the formula

                         Row total column total

      E = --------------------------------------

                         Grand total

The calculated value of chi- square is greater than the table value for (r-1)(c-1)degrees of

freedom at 0.05 or 0.01 level of significance then reject Ho , otherwise accept Ho. 

2.5 LIMITATION

Some of the respondents may be biased.

This study is limited only in few areas of Chennai city.