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Course No. ABM-591 Credit: 0+1=1Course Title: Masters Seminar
WINTER PROJECT REPORT
ON
CONSUMERS BEHAVIOUR TOWARDS
VENKYS FROZEN RAW CHICKEN
By
Mr. ANKUR ANIL AJGAONKAR
(Regn. No. 10/342)
Submitted to
Project Guide
Dr. B. N. Pawar
Asstt. Professor & Course Co-ordinator
MBA (Agri.)
College of Agriculture, Pune - 5
MASTER OF BUSINESS ADMINISTRATION (AGRICULTURE)
COLLEGE OF AGRICULTURE, PUNE- 411 005
(2011)
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Dr. B. N. Pawar,Project Guide,
Asstt. Professor and Course Coordinator,Master of Business Administration, (Agri.)
College of Agriculture, Pune-5
CERTIFICATE
This is to certify that the Winter Project entitled Consumers
Behaviour Towards Venkys Frozen Chickensubmitted to the College of
Agriculture, Pune inpartial fulfilment of the course ABM 591 (Masters
seminar/ Winter Project) for the degree of MASTER OF BUSINESS
ADMINISTRATION (AGRICULTURE) embodies the results of apiece of
bonafide work carried out by Mr. Ankur Anil Ajgaonkar(Regn. No.10/342)
under my guidance and that no part of the winter project work has been
submitted for any other degree or diploma.
The assistance and the help rendered during the training period have
been duly acknowledged. The suggestions made by the Evaluation Committee
are incorporated in this project draft.
Place: Pune. (B.N. Pawar)
Date: / / 2011
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ACKNOWLEDGEMENT
The feeling of gratitude arises from the bottom of the heart. A small, but an
important and timely help can prove to be a milestones in ones life. My experience
throughout the completion of the project has been a very pleasant one and has enlightened
me in various ways as a student and as a human being.
The project is dedicated to all the people whom I met, talked, interviewed, worked
and learnt something from them. On this occasion, I want to grab this opportunity to
acknowledge my sincere thanks to all of them while submitting this report.
To start with, I would like to thank my Project Guide Dr. B. N. Pawar Asstt.
Professor and Course Coordinator of Master of Business Administration (Agriculture)
Pune, whose help and guidance has been of immense value throughout the completion of
this project.
I sincerely thank to the members of Evaluation Committee viz. Prof. N. K. Kale
Asstt. Professor of Agril. Economics, College of Agriculture Pune, Prof. P. N. Shendage,
Asso. Professor Agril.Economics, Dr. M. N. Waghmare Asstt. Professor of Agril.
Economics, College of Agriculture Pune. for their valuable suggestions and guidance
during the course of project work
It is my pleasure to express my deep gratitude towards Dr. B. R. UlmekAssociate
Dean, College of Agriculture Pune
Last but not the least; I would like to thank my peers, colleagues, friends and all
those who have helped me in bringing out my best to make this project a success.
From bottom of my heart, I once again take an opportunity to thank all those who
might have indirectly helped me during my project work and without whom this piece ofwork would not have been possible, but remained to be acknowledged.
Place: Pune
Date: / / 2011 Ankur Anil Ajgaonkar
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TABLE OF CONTENTS
Sr.no. Title Page
Certificate of Project Guide
Acknowledgement
II
III
EXECUTIVE SUMMARY IV- VII
1. INTRODUCTION 1-6
1.1 Meaning and Concept of Consumer Behaviour
1.2 Indian Scenario of Poultry Industry
1.3 Processing of Poultry Products
1.4 Importance of Study
1.5 Objectives of Study
1.6 Scope of Study
1.9 Limitation of Study
1.10 Presentation of Study Report
1
2
4
4
5
5
6
6
2. METHODOLOGY 7-8
2.1 Selection of Study Area
2.2 Selection of Sample
2.3 Data Collection and Data Requirement
2.4 Analysis of Data
7
7
7
8
3. RESULTS AND DISCUSSION 9-40
3.1 Profile ofVenkys
3.2 Profile of Sample Respondents
3.3 Brand Awareness for Venkys Frozen Chicken
3.4 Consumers Perception towards Venkeys Frozen
Chicken
3.5 Major Competitors for Venkys in Frozen Chicken
Segment
3.6 Findings
3.11 Conclusions
3.12 Suggestions
9
12
15
23
33
38
39
40
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Sr.no.
Title
Page
REFERENCES i
APPENDIX- I ii - iv
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LIST OF TABLES
Sr.no.Table
No.
Title of the table Page
1 1.1 Scores for different parameters. 8
2 1.2 Score card for cost and availability attributes 8
33.1 Demographic classification of sample respondents 13
4 3.2 Factors influencing consumers perception towards
frozen chicken
25
5 3.3 Rating for quality attribute for Venkys 26
6 3.4 Rating for taste attribute for Venkys 26
7 3.5Rating for cost attribute for Venkys
27
8 3.6Rating for packaging attribute for Venkys
27
9 3.7Rating for availability attribute for Venkys
28
10 3.8Income level over importance for quality factor
30
11 3.9Calculation for Cal X2 value
31
12 3.10Level of satisfaction over consumers loyalty
32
13 3.11 Calculation for Cal X2 value 33
14 3.12 Price comparison amongst different brands 38
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LIST OF CHART/MAPS
Sr.no.Chart/Map
No.Title of the Figure Page
11.1 Poultry meat production in India 2
2 1.2Share of different meats in total meat production of
India3
3 3.1 Income level of sample respondents 14
4 3.2 Awareness about Venkys frozen products 15
5 3.3 Brand preference by respondents 16
6 3.4 Years of purchasing Venkys frozen chicken 17
7 3.5 Level of satisfaction for Venkys 17
8 3.6 Source of product promotion for Venkys 18
9 3.7 Frequency of purchasing one kg chicken pack 19
10 3.8 Frequency of purchasing half kg chicken pack 20
11 3.9 Frequency of purchasing boneless chicken pack 21
12 3.10 Frequency of purchasing leg piece pack 22
13 3.11 Frequency of purchasing chicken wings pack 23
14 3.12 Reasons for purchase of frozen raw chicken 24
15 3.13 Consumer loyalty for Venkys 29
16 3.14 Brand suggestion 29
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EXECUTIVESUMMARY
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EXECUTIVE SUMMARY
CONSUMERS BEHAVIOUR TOWARDS VENKYS FROZEN RAW CHICKEN
BY
MR. ANKUR ANIL AJGAONKAR(Regd. No. 10/342)
A candidate for the degree
Of
MASTER OF BUSINESS ADMINISTRATION (AGRICULTURE)
COLLEGE OF AGRICULTURE, PUNE-5
2011
Importance of study
India has attained new heights in the poultry industry as India ranks 5th
in
egg production and 9th
in meat production. The awareness about consumption of eggs and
meat is increasing over the period. The household poultry raring has turned into
commercial poultry industry and processing of the produce is in the boom. Many small and
large firms has established in the country.
The consumers now have been purchasing processed raw frozen chicken instead of
buying live chicken from shops. The fast moving lifestyle and working culture have made
a major impact on the increasing demand for frozen packed chicken. The consumer
analysis help to understand the consumers behaviour, way of thinking and decisionmaking processes which helps in deciding the strategies for promotion and product
improvement.
Venkys frozen chicken products are being recognized for its superior quality and
taste over the years. It is necessary to study the factors influencing the purchase decision of
frozen chicken products. The brand awareness was needed to be study to understand the
present status of the Venkys. With this intension the study was undertaken for the research
purpose.
Objectives
1. To study the brand awareness of Venkys frozen chicken.
2. To study consumers perception towards Venkys frozen chicken.
3. To study the major competitors for Venkys in frozen chicken.
Methodology
In all, 50 sample respondents from Pune city were selected by convenience
sampling method. The survey method was used for collecting primary data. The secondarydata were obtained from various sources such as internet, magazine, research paper etc.
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The data were analysed with the help of simple statistical techniques like
percentage and averages and represented with the help of tables and charts. Chi square
analysis techniques was incorporated.
Findings of Study
1 Of the 50 sample consumers, 58 per cent were male and about 62 per cent were in
service.
2 Out of 50 respondents, majority i.e. 30 preferred Venkys followed by Real good (11)
and Baramati Agro (9).
3 In the studied sample awareness for Venkys were good (88%) and about 50 per cent
of them were using the brand for more than 2 years.
4 About 46 per cent of the consumers were very satisfied with the Venkys followed by
30 per cent for satisfaction while 16 percent were unhappy with the brand.
5 Mouth publicity by relatives and Friends were found to be most influencing media of
information for Venkys followed by Advertisements and malls display.
6 Quality was given the first preference followed by Hygiene and taste by the
consumers while purchasing raw chicken.
7 Frequency of purchasing one Kg pre cut packs was on weekly basis while half kg
pack, Leg piece packs were tend to be purchased over fortnight period.
8 Boneless pack and Chicken wings and other products were purchased once in a
month.
9 Consumers of Venkys found that Quality, Taste and Packaging of Venkys were
excellent while Cost was medium as compared to the other brands and availability
was ranked as frequently available.
10 About 40 per cent of the consumers were found to be loyal as they were ready to
postpone their purchase in case of unavailability while 33 per cent were brand
switchers.
11 Of the 30 customers of Venkys 14 would definitely recommend the brand to their
relatives while 6 were doubtful.
12 Chi square analysis revealed that
Income level has no significance over quality preferred while purchasing raw
chicken.
The satisfaction level affects the consumers loyalty towards brands.
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13 The unavailability of Venkys followed by higher price is the main reason for
preferring other brands by the consumers.
14 Real Good and Baramati Agro are the major competitors for Venkys in frozen
chicken segment.
15 Price of Venkys frozen chicken products were found to be somewhat higher than
other brands.
Conclusions
1 Venkys products were mostly preferred by consumers engaged in service and
demanding quality produce. The major reason is the shortage of time and increasing
trend of consuming hygienically processed foods by the people.2 Consumers satisfaction level for Venkys was good because of its quality and taste.
3 One Kg pre cut chicken were frequently purchased by the consumers followed by
boneless pack and leg piece pack. Other products are consumed once in a month as
they are used in special dishes only.
4 Loyalty amongst consumers for Venkys was found to be good but dissatisfied
consumers switch the brands due to unavailability of the products.
5 While purchasing the product especially in frozen chicken the consumers gives more
preference to quality, hygiene than other attributes.
6 Venkys products were appraised for their quality, taste and packaging. Some of the
customers also point out the unavailability of the products which is a matter of
concern from organizations point of view.
7 Real good is the major competitor as they have entered in processed chicken segment
also. Baramati agro and other brands are also having a good share in the processed
chicken segment.
8 Prices of Venkys were slightly higher than the other brands due to its high standards
of quality and brand name.
Suggestions
1. Venkys should target working class consumers as they are the major customers for
frozen packed chicken segment.
2. There should be synergy between price and quality supplied as other brands have low
prices. The company can introduce new packages which can satisfy the needs of small
family. The price can be kept in accordance to package sizes.
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3. Venkys should concentrate more on quality, taste and hygiene as these attributes
were influential in purchase decision. The compromise with quality and hygiene may
hamper the companys market share.
4.
Venkys should focus on making their products available on time. The frequent
unavailability may result into loss of valuable customers thus proper distribution of
products mainly pre cut chicken packs should be done.
Mr. Ankur Anil Ajgaonkar Pages: 40
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INTRODUCTION
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1. INTRODUCTION
India, the worlds second largest developing economy, now has a large and rapidly
expanding poultry sector. This expansion in India is being driven by rising incomes and a
shift in industry structure towards integrated ownership and coordination of the input,
production, and marketing operations involved in poultry production (Vertical
Integration).The decade of nineties was to witness the advent of processing. The
production and processing eggs and poultry meat into convenient foods such as fast foods,
ready-to-eat, snacks etc. were introduced giving consumers the benefit of convenience and
hygiene. Forming the habit of consuming hygienic, competitively priced processed foods
will lead to consumers going away from unorganized sector.
1.1 Meaning and Concept of Consumer behaviour:Consumer behaviour is the study of when, why, how, and where people do or do
not buy a product. It deals with psychology, sociology, social anthropology and economics.
It attempts to understand the buyer decision making process, both individually and in
groups. It studies characteristics of individual consumers such as demographics and
behavioural variables in an attempt to understand people's wants. It also tries to assess
influences on the consumer from groups such as family, friends, reference groups, and
society in general. Customer behaviour study is based on consumer buying behaviour, with
the customer playing the three distinct roles of user, payer and buyer. Relationship
marketing is an influential asset for customer behaviour analysis as it has a keen interest in
the re-discovery of the true meaning of marketing through the re-affirmation of the
importance of the customer or buyer. A greater importance is also placed on consumer
retention, customer relationship management, personalisation, customisation and one-to-
one marketing. Social functions can be categorized into social choice and welfare
functions.
1.2 Indian Scenario of Poultry IndustryIt is believed that the Indian Poultry Industry is 5,000 years old, since last 4
decades it began to witness remarkable growth from backyard to poultry industry. The
organised sector of poultry industry is contributing nearly 70% of the total output and the
rest 30% in the unorganized sector. The broiler industry is well dominated in southern
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states in our country with nearly 60-70% total output coming from these states. The layer
industry once again is represented more in southern states especially, Andhra Pradesh,
Tamil Nadu and Maharashtra producing nearly 70% of the country's egg production.
India's 75% of egg produce is consumed by the 25% population living in urban and semi-
urban areas. Presently about 800 hatcheries are operating in the country. About 3 million
farmers and 15 million agrarian farmers are employed in the poultry industry that grow
poultry ingredients for feed and contribute about Rs 26,000 crore to the national income.
India is the fifth largest producer of egg and ninth largest producer of poultry meat. India
was positioned 17th in the world poultry production. The Indian poultry production is
considered to be the cheapest in the world. (Ministry of Poultry, GOI). The Chart 1.1
shows the poultry meat production in India from 2004 to 2009. The production has shown
a positive growth over the years.
(Source: FAO stat 2009)
India has emerged as the only country in the developing world a self-reliant,
technology driven industry, with capability to produce every essential input for successful
poultry farming including indigenous genetic resource and breeding, world class poultry
vaccines and medicines, specific pathogen free eggs (SPF), farms and hatchery automation
systems, pelleted feed, egg processing, poultry processing, nationwide network of disease
0
100000
200000
300000
400000
500000
600000
700000
2004 2005 2006 2007 2008 2009
Chart 1.1 Poulty meat production in India
Production in tonnes
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diagnostic laboratories and facilities for entrepreneurial development and training in both
private and public sectors.
(Source: FAO stat 2009)
It shows that poultry meat is having 16 per cent share in Indias total meat
production. It is a sizable share in comparison with the other meats. India produces 3.6% of
global egg production, i.e., 61 million tones. The annual growth rate of egg is 5 to 8%.
India has the lowest cost of egg production in the world at 2.55 US cents per egg. The
introduction of new poultry products and perceptible shift in eating habits are moving
people to branded food such as chicken yummiez, cold cuts, breaded and coated snacks,
marinated snacks, chicken nuggets, canned chicken curry, freeze dried chicken pulao, meat
soup, powder omlette and scrambled egg mixtures, sandwich, pizza, burger and dial-a-
chicken and fast food joints, Kentucky Fried Chicken (KFC), McDonald's, Wimpy, Pizza
Hut all these are going to change the palatability of the chicken consumer. Indian poultry
industry has been growing at annual varying rates of 8-15% and this growth in the past few
decades. India produces 1,400 million chickens a year, which is close to 27 million a week,
Buffalo Meat
34%
Cattel Meat
21%
Chicken Meat
16%
Duck Meat
1%
Goat meat
11%
Pig Meat
11%
Sheep Meat
6%
Chart 1.2 Share of different meats in total Meat production ofIndia, 2009
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of which 95% is traded alive. At present the industry is estimated at over Rs 60,000 crore
and has a bright future in the upcoming years.
The major players in broiler and processed chicken industries are as below.
Venkateswara Group, Pune
Suguna Poultry Farms Ltd, Coimbatore
Pioneer Poultry Group, Coimbatore
Godrej Agrovet Ltd, Mumbai
Sky Lark group, North India
Jafa com feed
1.3 Processing of Poultry Products.
The Indian poultry processing industry is on a boom in the recent years as the
consumption of processed products is increasing over the period. Many industries have
been setup in India dealing in manufacturing FMCG products from raw chicken. The raw
chicken processed in two different categories viz,
1. Processed Chicken:This includes products like whole packed chicken; pre cut chicken and different
packed pieces of raw frozen chicken. They are the single stage processed products,
packed and marketed in aseptic conditions at a temperature range of 1 to 4o C
2. Chicken in minutes of Further processed chicken:This category of processed chicken products includes the ready to eat products
which falls in the snacks category which are needed to be fried or cooked before
consumption. This includes products like chicken nuggets, samosa, patties, tikkis and
more.
1.4 Importance of Study
In today's competitive world where cut-throat competition exists, every
organization is dealing in knowing their position, their strength, weakness, opportunity and
threats; so it is very essential to know to target the potential market capture the market
share and develop new improved marketing strategies to compete in the new era of
marketing. Today, with modern changes in tastes, fashions technology and higher standard
of living, changing customer's needs and preferences, wants and desires and their high
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expectations for new and improved products have enforced the companies to bring new,
modern and superior products in the market. For this, every company must focus of
designing and developing the products what the consumers wants. Market survey is one of
the most widely used Marketing Research Techniques for this purpose. The project holds
great interest for us as consumer, as students and as marketers. As consumer we benefits
from insight into our own consumption related decision "what should buy and how should
buy and when should buy. As students, it is important for us to understand the internal
and external influences that impel individuals to act in certain buying decision.
Consumer behaviour is the study of how people behave when obtaining, using, and
disposing of products and services. Organizations who neglect these issues often end up
with losing their market share as their products do not comply with the customers needs. It
is need of todays competitive market to understand these factors and analyze the
competitors in order to sustain in market. Hence, a study entitled Consumers Behaviour
Towards Venkys Frozen Raw Chicken was undertaken with the following specific
objectives.
1.5 Objectives of Study
1. To study the brand awareness of Venkys frozen chicken.
2.
To study consumers perception towards Venkys frozen chicken.
3. To study the major competitors for Venkys in frozen chicken.
1.6 Scope of Study
There is a vast scope for studying and analyzing the consumers behaviour in
relation to the processed food products. In the study of consumer behaviour focus is given
on identifying the behaviour of todays consumers of Venkys and non users as well as
identifying the importance of different factors in raw frozen chicken purchasing. The study
will act as a window which will throw light on the Brand awareness helps to analyze the
brand position in the market and finding the potential areas which are needed to be focused
on in order to capture larger market share. Customers loyalty toward other brand will help
company to know potential customer what are their needs, expectation etc. Non-loyal
customer of other company can be attracted toward our products. The results from the
study will help to focus on the parameters which are needed to be overcome in order to
strengthen the brands. It will help to analyze the different attributes which consumers give
preference in decision making processes.
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1.7 Limitations of Study
In this empirical study, there are some limitations. The study area was restricted to
Pune region with a limited sample size. The primary data collection was done by the
survey method, which did have some limitations for getting most reliable information. The
data were mainly based on the consumers perception and thus it may vary with the others.
Thus, results from the study are not applicable at every part of the country but represents
the regions with similar scenario.
1.8 Presentation of Study Report
Presentation of the project work is done in three main chapters. The first
introductory chapter illustrates the concept and deals with the concept of consumerbehaviour, Indian scenario of poultry industry, scope and importance with the objectives
behind the study. Chapter second deals with the methodology and outline of the project
under the aspects of sample design and data collection techniques.
The detail discussion in concern with the objectives is given in third chapter of this
report. The brand awareness amongst the consumers, their perception for the Venkys
products and the competitors study along with the findings and suggestions of the study are
an integral part of this chapter.
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RESEARCHMETHODOLOGY
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2. METHODOLOGY
In any research project the selection of most effective methodology for the data
collection and its further analysis plays an important role. The information collected and its
interpretation should be done in a systematic and scientific manner, in accordance with the
research objectives. The research methodology adopted in this study is illustrated below.
2.1 Selection of Study Area
The study area was purposively selected as Pune city for the research purpose. The
study was conducted in the outlets of Delight which is exclusive shop for non vegetarian
packed foods and the in selected malls. The shops were located in the area like Pashan,
Baner, Bawdhan, Kothrud and Swargate.
2.2 Selection of Sample
The 50 samples were exposed for the study purpose, which are the consumers of
frozen packed chicken products. The samples selection was done by convenience sampling
technique.
2.3 Data Collection and Data Requirement
The present research project was based on the primary as well as secondary data
collected through various sources. The data were collected in accordance to brand
awareness and consumers perceptions towards the frozen packed chicken products with
special reference to Venkys products. The details about the data collection are given
below.
I) Primary data
The primary data were collected by conducting personal interviews of the
selected sample consumers. The comprehensive questionnaire was specially designed for
this purpose [Appendix - I].
II) Secondary Data
The secondary data, relating with competitors and other database was
collected by using various available resources. . These sources are as below.
Internet sources.
Books and Newspaper articles.
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2.4 Analysis of Data
Data were analyzed in accordance with the specific points laid down at the time of
preparing research plan and interpreted using percentage, tabulations, pie charts and
graphs, etc.
The data analysis was done using the SPSS software. The chi square analysis was
done in order to find out the relationship between the factors under study.
Chi square Test:
Formula = (O-E)2
EWhere, O = Observed Frequency
E = Expected FrequencyDegree of freedom was calculated = d(f) = (r-1) (c-1)
Where, r = row number
c = column number
Table 2.1 Score given for different parameters
Ratings for different attributes ofVenkys frozen chicken products by the consumers
Attributes
Quality
Taste
Packaging
Parameters Score
Excellent 4Good 3
Average 2
Poor 1
Table 2.2 Score given for the different parameters like cost and availability
Ratings for different attributes of the consumers
Attributes
Availability
Parameters Score
Always Available 4
Frequently Available 3
Frequently unavailable 2
Not available 1
Cost
Expensive 3
Medium 2
Low 1
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RESULTSANDDISCUSSION
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3. RESULTS AND DISCUSSION
3.1 Profile of Venkys India Pvt. Ltd.
Venky's (India) Limited is a subsidiary of V H Group, an Indian company that
specialises in chicken meat processing, and pharmaceutical products for both poultry and
human usage. Founded at Pune in Maharashtra as Venkateshwara Hatcheries Private
Limited. In 1971 by the Rao family, it mainly produced day-old layer and broiler chicks for
the poultry markets of South India. Today the diversified VH Group is a Rs.
5000 crore conglomerate and a large Asian poultry company. The group has diversified
into 30 fields including: poultry, processed food, animal vaccines, pharma and healthcare
products.Forbes ranked Venky's as 67 among the 100 best global small companies in the
year 1999-2000. In December 2010 the group launched Venky's Exprs, a ready to eat
chicken outlet, in Pune, as part of the company's ambitious plans for expansion.
Venkys (India) Limited formerly known as Western Hatcheries Limited was
established in 1976, mainly to produce day-old layer and broiler chicks for the dense
poultry markets of North India. Over the years, Venkys (India) Limited embarked upon
new ventures in regular succession, adding tremendous value to the company, giving it an
edge in technology and high returns on investment. The company has steadily grown to
over 30 units spread across India. Today, Venkys impressive portfolio includes animal
health products, pellet feeds, processed, and further processed chicken products, solvent oil
extraction, and SPF Eggs. The companys Specific Pathogen Free Egg unit (in technical
collaboration with SPAFAS Inc. USA) is among four such units in the world and the only
one of its kind in the developing world. Diversifying from mainstream poultry products,
Venkys (India) Limited has added to its credit, manufacturing facilities for nutritional
health products for humans, and pet food and health care products.
Venkys (India) Limited sells its processed and further processed chicken under the
Venkys brand name. Venkys is the first national brand in the processed chicken
segment and down the years, has become synonymous with nutrition, quality, and high
standards in hygiene. It is a preferred supplier to the Indian outlets of McDonalds, KFC,
Pizza Hut, and Dominos. The product range, catered to retail as well as institutional
markets, includes Fresh Chilled Chicken, Frozen Chicken (Whole, Boneless and Portions),
and several Economy products. Venkys Mintomein, an array of ready-to-cook products
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(freezer-to-fryer, microwaveable and cold cuts) has found wide appeal among
homemakers.
Product profile
Whole chicken
Full broiler chicken, with liver and gizzard pre packed inside. Cleaned and hygienically
dressed without head and claws.
Pre cut chicken
Venkys full broiler chicken, pre cut in 11 pieces for the convenience of the housewife.
Easy to handle and saves time required for cutting.
Portion chicken
Chicken breast
Two halves of Venkys chicken breast, cut along the sternum and arm joint. Available in
two piece packs. Superb for continental dishes, chicken steaks.
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Chicken legs
Legs of Venkys broiler chicken, cleaned, cut at the hip joint. Available as two piece
packs. Excellent for recipes requiring only legs like Tandoori Chicken, Tangadi kababs,
Grilled chicken, Chicken Korma, etc.
Boneless chicken
Venkys whole chicken completely deboned with skin removed. Available in 200 g and
500 g packs. A boon for all recipes requiring boneless chicken such as Chicken
makhanwala, Chinese chicken dishes, excellent garnish for chicken soups or just plain
chicken sandwiches.
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Economy
Boti,Gizzards, Livers, Plain kheema, Soup pieces
3.2 Profile of Sample Respondents
The research study was conducted in and around Pune city in the various outlet of
frozen chicken and malls in the selected area. Before going for detailed study on various
aspects as per the objectives, it is necessary to know the demographic profile of the
selected consumers. In the profile of sample respondents, various indicators such age,
educational level, source of income and income level etc. is illustrated in brief.
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3.2.1 Demographic classification of sample respondents
Table 3.1 Demographic classification of sample respondents. (N = 50)
Category No of respondents Percentage
(%)
A. Gender1. Male
2. Female
29
21
58
42
B. Age1. Below 25 yrs
2. 26-40 yrs
3.
41-55 yrs
4. Above 55 yrs
10
21
17
2
20
42
34
4
C. Education level1. Up to H.S.C.
2. Graduation
3. Post Graduation
4. Professional
1
19
17
13
2
38
34
26
D. Occupation1. Service
2. Business
3. Housewife
4. Students
31
5
6
8
62
10
12
16
a. Gender:Gender of the consumers plays a vital role in their perception and buying behaviour
and hence it is necessary to study the gender factor. Persons areas of interest and opinion
about any product depend on the gender of that person.
The table shows that about 52 per cent of the respondents were male which a major
percentage.
b. Age:Age is the major influencing parameter for consumers preference for any products.
The young age group is much more ready to try new products rather than the older age
group which stick to their brand more.
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Hence from organizations point of view study of consumers age is necessary to
understand their habits and way of presuming things or brands.
The above table indicates that majority of the respondents were falling in the age
group of 26 to 40 yrs (42 %) which is followed by41 to 55 yrs age group which constitute
about 34 per cent respondents. This indicates that majority of the respondents were falling
in young and middle age groups.
c. Education:Consumers educational level has a major role in his decision making process. The
consumers preference for different attributes, awareness about the products and its
features, its importance in diet greatly depends on the education he or she has taken.
The Table 3.1 depicted that about 38 per cent of the respondents were having
graduation while 34 per cent wee post graduated. This shows that the overall education
level of the sample respondents were high.
d. Occupation:Persons occupation is deciding the consumption pattern. The time constraint is
now a major factor as lifestyle has changed to adjust in todays fast moving world. The
study revealed that 62 per cent of the respondents were in service and 12 per cent were
having their own business. About 12 per cent of women were house wife.
e. Family annual income level:
Chart 3.1 Income levels of sample respondents
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The income level of the respondents helps to decide the purchasing power of the
family. People having more income are having higher purchasing power and may go for
high price quality products especially in case of essential commodities.
From the Chart 3.1, about 26 per cent of the respondents were having annual
income of more than four lakh rupees followed by one to two lakh (24%) and two to four
lakh income group (22%).
3.3 Brand Awareness for Venkys Frozen Chicken.
The American marketing association defines a brand as a name, term, sign,
symbol, or design, or combination of them, intended to identify the goods or services of
one seller or group of sellers and to differentiate them from those of competitors. While
brand awareness is costumers ability to identify the brand under different conditions, as
reflected by their brand recognition or recall performance.
Brand awareness is nothing but the extent of knowledge about any particular brand in
the mind of consumers. It is a marketing concept that enables marketers to quantify levels
and trends in consumer knowledge and awareness of a brand's existence. At the aggregate
(brand) level, it refers to the proportion of consumers who know of the brand.
3.3.1 Awareness about Venkys frozen chicken
Chart 3.2 Awareness about Venkys frozen product
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Venkys is a famous brand in processed chicken products over many years which
have resulted in a good awareness about the brand in the consumers mind. Out of 50
surveyed respondents about 88 per cent of them were aware about the product range in
frozen chicken segment of Venkys. This shows that it has a good awareness in the
consumers mind.
3.3.2 Brand preference in frozen chicken segment
Chart 3.3 Brand preferences by respondents
The above chart shows that 30 of 50 consumers preferred Venkys i.e. 60 per cent
prefer Venkys products. The large share indicates that consumers are well acquainted with
the brand and trust it for consumption. It is followed by Real Good (22%) and Baramati
agro by 18 per cent of consumers.
3.3.3 Years of purchasing Venkys frozen chicken productsThe brand awareness can be judge by the extent of period for which consumers
prefer to purchase the products. The study was conducted in accordance to it which has
resulted that 14 out of 30 consumers ofVenkys were purchasing the products from more
than two years followed by 9 consumers purchasing from a period of one to two years.
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Chart 3.4 Years of Purchasing Venkys frozen products.
This resulted that consumers were quite aware about the brand and majority of
them were the actual users of that over many years.
3.3.4 Level of Satisfaction for quality and availability of Venkys frozen chicken
Chart 3.5 Level of satisfaction for Venkys.
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In general, if costumer is satisfied with the product then he continues to purchase
product of same brand name and if he is not satisfied with product he will change the brand
of product. So it is important to find out the satisfaction level of costumers. The Chart 3.5,
of the 30 sample consumers, 14 were very satisfied for its quality parameter while 9 were
somewhat satisfied. Only 5 of them were dissatisfied over the product quality and
availability. This indicates that about 76 per cent of people are satisfied over the brand.
3.3.5 Source of product promotion
Chart 3.6 Source of product promotion for Venkys.
The source of information helps any brand to penetrate their product in consumers
mind by creating its image. There are various sources of information for Venkys products
also which were analyzed in the study and it depicted that about 13 of 30 consumers
responded that mouth publicity or friends and relatives were the most influential media of
promoting the Venkys products. It is followed by advertisement (23 %), Magazines and
displays in malls (13 %).
This indicates that more than the imaginary things depicted in advertisements and
malls the people have tendency to believe opinion of those relatives and friends who are
the actual users.
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3.3.6 Consumers preference for different Venkys products.
Venkys offers a wide range of products in frozen chicken segment. The study was
undertaken to understand the consumers preference towards these different products and
their frequency for purchasing it.
For study purpose the four major products were analyzed which are as follows.
Pre cut chicken.
Boneless Chicken.
Chicken Leg piece.
Chicken wings.
a. Pre cut chicken:It is available in two sizes i.e. one kg pack and half kg pack. The consumers study
revealed that one kg pack is mostly preferred and purchased on a weekly basis while, half
kg pack is purchased once in fortnight. The majority of people preferred Sunday for
purchasing a one kg pack while half kg packs was in demand for weekdays.
Chart 3.7 Frequency of purchasing One kg pack
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From 30 consumers for Venkys one kg pre cut chicken pack 21 customers
purchase it on weekly basis followed by 7 customers who purchase it once in a fortnight
period. This shows that one kg pack is in demand by the consumers and supply should be
managed in accordance to it.
Chart 3.8Frequency of purchasing half kg pack
The Chart 3.8 depicts that half kg pack of pre cut chicken of Venkys is purchased
mostly on fortnight period as 18 of the 30 consumers were falling in this category. Only 9
of 30 consumers were purchasing half kg pack once in a week. The reason for this can be
attributed to smaller family size.
b. Boneless chicken:Boneless chicken pack is also made available in the market by Venkys. It is
somewhat expensive and mainly used for the purpose of special dishes such as butter
chicken and chicken curries as well as for kabab purpose. So it is generally purchased once
in a month at a special occasion or on a family function.
The chart 3.9 indicates that 16 of 30 consumers prefers to buy boneless chicken
pack once a month while 37 per cent of the consumers purchase once in fortnight mainly
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because of their liking for boneless chicken. They prefer to eat boneless chicken rather
than normal chicken with bones.
Chart 3.9Frequency of purchasing boneless chicken pack
c. Chicken leg piece pack:This is also a costly product which is mainly used for the special dishes such as
fried chicken. It is a favorite dish for the children and mainly consumed by them. It is very
juicy and tender.
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In Chart 3.10, it is depicted that 14 of 30 consumers i.e. almost 47 per cent of the
consumers prefers to buy chicken legs once in a fortnight. The Venkys pack contains 5
pieces in a pack. About 40 per cent of the consumers purchase it once in a month.
Chart 3.10Frequency of purchasing leg piece pack
d. Chicken wings.It is a new product introduced by Venkys giving a new delight for the chicken
lovers. The product is not that much consumed regularly by the consumers but once in a
month it is purchased by the sample consumers.
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Chart 3.11Frequency of purchasing chicken wings pack
The Chart 3.11 represents the frequency of consuming chicken wings pack where,
15 out of 30 i.e. 50 per cent of the consumer purchase it once a month followed by 12
customers who purchase it once in fortnight. This indicates that the product is not in much
demand and consumed at a monthly interval.
3.4 Consumers Perception towards Venkys Frozen Chicken.
It is necessary to study the perception of the consumers towards any product to
better understand the factors that governs the purchasing behaviour. The organization has
to focus on these aspects to promote their products in an efficient way in the market as well
as in consumers mind. The company can overcome the lacunae which are perceived by
the consumers about those products to have better performance for the product.
3.4.1 Reasons for purchasing frozen chicken
It is necessary to study the reasons behind purchasing frozen packed chicken as in
recent years the trend has been seen that people prefer to buy it instead of going towards
the chicken shops where live chicken is sold. The following Chart 3.12 represents the
reasons which can be attributed to purchase of frozen raw chicken by the consumers. The
all 50 sample respondents were surveyed for this purpose in order to find out the reasons.
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Chart 3.12Reasons attributed for purchase of raw frozen chicken
The Chart 3.12 shows that the major reason behind purchasing frozen chicken pack
is the time saving. Lifestyle of people has now been changed and people are having time
constraints. The time required for purchasing chicken from shops is more and thus people
are attracted towards frozen chicken packs. The next best reason is attributed as hygiene aspeople are now health conscious about their food habits and thus 17 of the 50 consumers
prefer to purchase it because they are hygienic as it is packed aseptically with proper
precautions. It is followed by affordability and taste.
3.4.2 Factors influencing consumers perception towards frozen raw chicken.
In any consumer study, it is necessary to understand the various factors which the
customers take into consideration while purchasing any brand. In case of food products it
is very necessary to understand consumers psychology to promote their product in the
market. The study was undertaken with this point of view and various factors were
analyzed in order to know the preference of different attributes which they consider before
making purchase decision.
The factors like quality, taste, brand name, hygiene, cost and availability was taken
under study to determine the most preferred factor. The score card method was used and
consumers were told to rate the each factor according to their preference. Four categories
were decided viz Very important, important, normal and least important and scores were
assigned to each category.
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Table 3.2. Factors influencing consumers perception towards frozen chicken
(N= 50)
Attribute Very
Important(4)
Important
(3)
Normal
(2)
Least
Important(1)
Total Rank
Quality 136 30 10 1 177 1
Taste 120 33 14 2 169 3
Brand Name 72 33 30 6 141 6
Hygiene 132 36 4 3 175 2
Cost 84 63 12 2 161 4
Availability 68 63 16 4 151 5
Table 3.2 revealed that consumer gives more preference to quality factor amongst
several others while purchasing frozen raw chicken. It got total 177 score followed by
hygiene and taste for the products. Consumers are very cautious in case of food products
and hence they give more preference to these factors which directly governs the selection
of any brand from those who are having product range in the frozen chicken segment.
Several consumers are cost cautious also which looks for cost factor in selecting their
brand.
3.4.3 Attribute study for Venkys frozen chicken products.
The consumers of Venkys products are exhausted for the study of attributes for
Venkys products. The several attributes like quality, taste, cost, packaging, availability etc
for Venkys were studied for this purpose. The consumers were given score cards for the
different attributes in their questionnaire.
1.
QualityThe quality of the product is an important attribute as in case of food products it is very
essential to maintain the quality as it is directly use for consumption purpose. The quality
of Venkys products is well known as brand itself can be synonym with the word quality.
Venkys is giving the consumers a quality product always. The process of preparation is
very aseptic and carried out with high quality standards. This was also resulted from the
score card for quality attribute. Table 3.3 informs about rating for quality of Venkys
products.
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Table 3.3 Rating for Quality attribute of Venkys (N = 30)
Parameter Rating
(X)
Consumer Preference
(f)
Fx Percentage Rank
Excellent 4 17 68 64.76 1
Good 3 11 33 31.43 2
Average 2 2 4 3.81 3
Poor 1 0 0 0.00 4
Total 30 105 100
Consumers give excellent rank for the quality of the Venkys products as 64.76 percent marks was secured by the excellent rating followed by good (31.43 %). This shows
that Venkys products have excellent quality.
2. Taste
In consumer food products, people prefer to buy those products only which meet
their taste likings. Taste varies from person to person and hence it is difficult to have a
common taste. So it is necessary to study this attribute in order to study the product taste
perceived by the consumers.
Table 3.4 Rating for Taste attribute of Venkys (N = 30)
Parameter Rating
(X)
Consumer Preference
(f)
Fx Percentage Rank
Excellent 4 11 44 46.81 1
Good 3 14 42 44.68 2
Average 2 3 6 6.38 3
Poor 1 2
2
2.13
4
Total 30 94 100
Table 3.4 shows that consumers have given 46.81 percentages to the excellent rating
for taste of Venkys products followed by 44.68 percentage for good rating. This clarifies
that consumers are satisfied over taste of Venkys products.
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3. Cost
The cost of Venkys products is higher in the markets as compared to other brands.
The reason can be attributed as its high standards of quality and hygiene. Cost is analyzed
by following attribute study using different rating. The following table depicts the results
obtained by using score card method.
Table 3.5 Rating for cost attribute of Venkys (N = 30)
Parameter Rating
(X)
Consumer Preference
(f)
Fx Percentage Rank
Expensive 3 10 30 45.45 2
Medium 2 16 32 48.48 1Affordable 1 4 4 6.07 3
Total 30 66 100
Table 3.5 shows that consumers think that cost of Venkys products is medium as
compared with its packaging given. About 48.48 percentage score was assigned to medium
rating. While 10 of 30 consumers thinks that cost of product is expensive.
4. Packaging
The packaging of food products helps to maintain its quality and hygiene. Venkys is
having sealed packing for its products. Some of the products are even double packed with
high quality polythene which is approved for use in food industry.
Table 3.6Rating for Packaging attribute of Venkys (N = 30)
Parameter Rating
(X)
Consumer Preference
(f)
Fx Percentage Rank
Excellent 4 15 60 60.00 1
Good 3 11 33 33.00 2
Average 2 3 6 6.00 3
Poor 1 1 1 1 4
Total 30 100 100
The consumers of Venkys have rated the packaging of its products as excellent as
about 60 percentage is given to this rating which is followed by good rating. This showsthat the packaging of the products is quite good and as per the expectation of consumers.
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5. Availability
The consumers prefer certain brand because they are satisfied over its quality and
taste. Hence availability of that product is very much important as consumers gets
disappointed due to frequent unavailability of product. The following table shows the
consumers rating for availability of products.
Table 3.7Rating for Availability attribute of Venkys (N = 30)
Parameter Rating
(X)
Consumer Preference
(f)
Fx Percentage Rank
Always available 4 8 32 36.79 2
Frequently available 3 13 39 44.83 1Frequently unavailable 2 7 14 16.09 3
Not available 1 2 2 2.29 4
Total 30 87 100
The Table 3.7 shows that consumer thinks that the products of Venkys are frequently
available in the market as 13 of 30 consumers have experienced it. This indicates that
availability is not matching with the product demand. Consumers may not get their desired
pack of product at the time of purchase.
3.4.4 Consumers loyalty towards Venkys products.
The loyalty of consumers is an important parameter for any business organization
to study their products position in the consumers mind. The various factors govern the
loyalty of the customers such as satisfaction level, pricing of products, its availability and
quality etc.
In order to judge the consumers loyalty the study was undertaken based on their
decision making in case of availability of the products of Venkys. They were asked their
opinion in case of unavailability situation and their responses were categories into three
parameters. The results were represented in the following chart 3.13 the study revealed that
consumers were ready to search in another shop for their desired products in case of
unavailability. Certain consumers were ready to wait for the day or so especially during
weekdays but they were loyal to their brand i.e. Venkys only. This is because of excellent
quality and taste given by products.
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Chart 3.13Consumers loyalty for Venkys
About 40 percent of the respondents were ready to postpone their purchase by a day or
so while 33 per cent of the respondents were ready to search the same product in nearby
shops. The remaining 27 per cent consumers are having tendency to switch over the brands
in case of unavailability.
3.4.5 Brand suggestion to others
The people have tendency to make the publicity of any brand to their friends and
relatives. They always suggest the brands which they are using to others. People get
influenced by such mouth publicity.
Chart 3.14Brand suggestions to relatives.
0
2
4
6
8
10
12
14
Definitely Yes Probably yes May or may not be
Brand Suggestion N = 30
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This chart 3.13 indicates that 14 of 30 consumers were of opinion that they will
suggest the product to their friends and relatives while 12 of them ready to suggest the
product probably.
Chi square analysis:
1. Income level and importance of quality factor
Alternate hypothesis: Income level signifies preference for quality factor while
purchasing frozen packed chicken.
Null hypothesis: Income level has no significance over preference for quality factor.
Table 3.8 Income level over importance for quality factor
Income level of
respondents
Importance for Quality factor
TotalVery
ImportantImportant Normal
Least
Important
Up to one lakh 3 1 1 0 5
One to two lakh 7 3 2 0 12
Two to four lakh 8 1 1 1 11
Four lakh n above 10 2 1 0 13
None 6 3 0 0 9
Total 34 10 5 1 50
Formulae:
Cal. X2 = (O-E)2
EE = RT * CT
NWhere RT = row total
CT = Column total
N = No of observations
Degree of freedom: (r-1) (c-1)
= (5-1) (4-1)
d(f) = 12
Level of significance is 0.05 per cent
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Calculation
Table 3.9 Calculations for Cal X2
O E (O-E)2 (O-E)2/E
3 3.4 0.16 0.05
7 8.16 1.35 0.16
8 7.48 0.27 0.04
10 8.84 1.35 0.15
6 6.12 0.01 0.00
1 1 0.00 0.00
3 2.4 0.36 0.15
1 2.2 1.44 0.65
2 2.6 0.36 0.14
3 1.8 1.44 0.80
1 0.5 0.25 0.50
2 1.2 0.64 0.53
1 1.1 0.01 0.01
1 1.3 0.09 0.07
0 0.9 0.81 0.90
0 0.1 0.01 0.10
0 0.24 0.06 0.24
1 0.22 0.61 2.77
0 0.26 0.07 0.26
0 0.18 0.03 0.18
Total 7.70
Cal X2 = 7.70
Tab X2 = 21.02
Interpretation:
As Cal X2 is less than Tab X2 thus alternate hypothesis is rejected and null hypothesis is
accepted. Thus it indicates that income level of consumer has no significance over the
importance for quality factor while purchasing products.
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2. Level of satisfaction and consumers loyalty
Alternate hypothesis:Level of satisfaction signifies consumers loyalty for the product.
Null hypothesis: Consumers satisfaction level has no influence over customers loyalty
towards that brand or product.
Table 3.10 Level of satisfaction over consumers loyalty
Level of satisfaction for Venkys
Purchase Decision in case of Unavailability
TotalPostpone
purchase
decision
Go in another
shop for
purchase
Switch over to
other brands
Very Satisfied 9 4 1 14
Somewhat satisfied 2 5 2 9
Somewhat dissatisfied 1 0 4 5
Neither satisfied nor dissatisfied 0 1 1 2
Total 12 10 8 30
Formulae:
Cal. X
2
= (O-E)2EE = RT * CT
N
Where RT = row total
CT = Column total
N = No of observations
Degree of freedom: (r-1) (c-1)
= (4-1) (3-1)
d(f) = 6
Level of significance is 0.05 per cent
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Table 3.11 Calculations for Cal X2
O E (O-E)2
(O-E)2/E
9 5.6 11.56 2.06
2 3.6 2.56 0.71
1 2 1.00 0.50
0 0.8 0.64 0.80
4 4.66 0.44 0.09
5 3 4.00 1.33
0 1.66 2.76 1.66
1 0.66 0.12 0.18
1 3.73 7.45 2.00
2 2.4 0.16 0.07
4 1.33 7.13 5.36
1 0.53 0.22 0.42
Total 15.18
Cal X2 = 15.18
Tab X2 = 12.5
Interpretation:
As Cal X2 is more than Tab X2 thus alternate hypothesis is accepted and null hypothesis
is rejected. Thus it indicates that level of satisfaction signifies consumers loyalty for the
brand.
3.5 Major Competitors for Venkys in Frozen Chicken Segment.
Venkys is the first national brand in the frozen and processed chicken segment. In
recent years with due course of time many brands have entered into this segment by
considering its potential. Thus it is necessary to understand the competitors and compare it
with the Venkys.
3.5.1 Reasons for preferring other brands
It is necessary to find out the reasons behind purchasing other brands than Venkys
in order to find out the lacunae in the product. Theses might be the causes of customers
dissatisfaction and need to be overcome quickly in order to maintain its market share in the
market.
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Chart 3.15Reasons for purchasing other brands.
The Chart 3.15 shows that about 45 per cent of the consumers prefer other brand due to
frequent unavailability of the products of Venkys. These can be relating with those
unsatisfied customers who are not loyal to the brands and in case of unavailability the
changeover to another brands. About 35 per cent of the respondents find that price of
Venkys is higher and thus they prefer to buy the other brands as they may be cautious for
money.
3.5.2 Real Good chicken brand by Godrej Agrovet
Godrej Agrovet Limited (GAVL) is a diversified agribusiness company dedicated
to improving the productivity of Indian farmers by innovating products and services that
sustainably increase crop and livestock yields. With FY2009-10 sales of Rs 1576 crore,
GAVL has interests in animal feed, oil palm plantations, agri-inputs and poultry. The
Animal Feed business is Indias largest, producing over 730,000 tons annually of high-
quality feed and cutting-edge nutrition products for dairy cattle, poultry & aquaculture.
GAVL has also entered Bangladesh through a JV with the ACI Group, where it is rapidly
becoming a key player in animal feed and poultry breeding The Poultry business, best
known for the Real Good Chicken and Yummiez brands, is now a JV with Tyson Foods
and has 20% market share in processed poultry. Godrej Agrovet has 45 manufacturing
facilities across India, a network of about 10,000 rural distributors/dealers, and over 1900
employees.
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About Real Good
They focus on serving the growing demand for quality poultry in India with
processed chicken, value added chicken products and to complement these, a very strong
vegetarian range. The best sales and distribution network in the industry. This is the core
strength and thus they promise to serve better to their customers. . Godrej Agrovet is the
first company to market fresh chilled chicken in India. Food innovations are based on
consumer insights combined with food manufacturing expertise to develop great tasting
chicken and vegetarian products. They are having state-of-the-art, HACCP certified,
processing plants in Bangalore & Mumbai. All processes are supervised by trained food
technologists. 100% safe and guaranteed wholesome products are what consumer should
expect from Godrej Tyson foods. They follow the industry best food safety standards,
tracking, research & technology.
Curry cut pack Main pack Portion pack
Chicken Breast Drumsticks Leg piece
Lollypop Whole chicken Whole cut pieces
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3.5.3 Baramati Agro Ltd
Baramati Agro is a 20 year young diversified agro-business company with head
office based in Baramati, Maharashtra, India. Traditionally their main business focus is the
poultry sector and now slowly they have diversified and grown in Animal feed, Chicken
processing, Sugar, Distillery, Power and other agriculture related business.
The business was set up in 1988. They are now leading supplier of COBB Chicken, a
worldwide renowned brand for taste and tenderness. The company has a huge range in
chicken from whole, precut to boneless to Lollypop, Drumstick. Supply to institutional
clients and brands like Spencers, Delight, Hyatt, to name a few. The company have also
been successful in rolling out brands in sausages and salami range
Poultry growing
BAL have their own parent farm; hatchery, feed mill and Processing plant thus
facilitating quality control of the poultry even before the product is born. The company
ensures usage of top of the line raw materials. The finished product is tested for
homogeneity & performance.Four to six weeks after arriving on the farms the chickens
are ready to head to a processing facility, where the standards of quality continue.
The parent stock of our birds comes from grandparent stock produced over many
generations from suppliers such as Cobb Vantress. The modern chicken is much different
from the birds of just a couple of decades ago. Breeders have been able to choose traits that
fit our customers needs better. These traits are then passed on to later generations. On
chicken farms, bio-security standards are very strict to prevent the possible spread of avian
diseases. Special rules and precautions apply to visitors who might have been to other
farms and who may carry disease from other flocks. At Baramati Agro Ltd., they work
with farmers (independent contract growers) to raise the birds that go into their own
products and that are sold as live birds. Approximately 500 farmers benefit from thisworking relationship. Growing chicken is a stable source of income for farmers that would
otherwise have to depend only on the financial ups and downs and unpredictability of other
crops. BAL birds are raised in large and small houses that are designed to keep the birds as
comfortable as possible and the birds are not caged. They supply biologically controlled
feed. The company take birds well being very seriously and it is giving strict instructions to
ensure birds are handled in a humane manner.
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Chicken processing
Being a completely integrated poultry group, we have strict control over sourcing
of live birds to be processed and the technically trained staff plays a key role in
maintaining a hygienic environment. They have ISO 22000:2005 (Food Safety
Management System) & Ministry of Food Processing Industry A category license no.
477 certified plant assures quality conscious consumers Buy clean and safe product.
The product is observing scientifically accepted Halal method of slaughtering, which
ensures quality control of the finished product and also for certain customers who
specifically demand for non Halal they do cater to their demand also.
The company use environmental friendly resources like solar energy, natural water
reservoir etc to operate our undertaking. Disposals are taken care by ETP (Effluent
Treatment Plant).
Product range of Baramati Agro Ltd.
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3.5.4 Price comparison amongst different brands
There are now many brands in the field of processed chicken and frozen packed
chicken. Each brand is having their own characteristics. The prices of each brand are
different depending upon their cost of production and technology used. The following
Table 3.12 gives the price comparison for the major brands in the frozen chicken segment.
Table 3.12 Price comparison amongst different brands.
Product Venkys Real Good
Baramati
Agro
Pre cut chicken
a. 1 Kg pack
b. Half Kg pack
155
85
135
70
145
75
Boneless Chicken 135 140 145
Leg piece 186 (5 Nos.) 175 75(2 Nos.)
Chicken Drumsticks 95 85 80
The table shows that prices of Venkys products are somewhat costlier than the
remaining brands. This is mainly due to its higher quality and high standards of hygiene.
Though situation is like this, many consumers prefer to buy Venkys products who give
more importance to quality rather than price of the products.
3.6 Findings16 Of the 50 sample consumers, 58 per cent were male and about 62 per cent were in
service.
17 Out of 50 respondents, majority i.e. 30 preferred Venkys followed by Real good (11)
and Baramati Agro (9).
18 In the studied sample awareness for Venkys were good (88%) and about 50 per cent
of them were using the brand for more than 2 years.
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19 About 46 per cent of the consumers were very satisfied with the Venkys followed by
30 per cent for satisfaction while 16 percent were unhappy with the brand.
20 Mouth publicity by relatives and Friends were found to be most influencing media of
information for Venkys followed by Advertisements and malls display.
21 Quality was given the first preference followed by Hygiene and taste by the
consumers while purchasing raw chicken.
22 Frequency of purchasing one Kg pre cut packs was on weekly basis while half kg
pack, Leg piece packs were tend to be purchased over fortnight period.
23 Boneless pack and Chicken wings and other products were purchased once in a
month.
24
Consumers of Venkys found that Quality, Taste and Packaging of Venkys were
excellent while Cost was medium as compared to the other brands and availability
was ranked as frequently available.
25 About 40 per cent of the consumers were found to be loyal as they were ready to
postpone their purchase in case of unavailability while 33 per cent were brand
switchers.
26 Of the 30 customers of Venkys 14 would definitely recommend the brand to their
relatives while 6 were doubtful.
27 Chi square analysis revealed that
Income level has no significance over quality preferred while purchasing raw
chicken.
The satisfaction level affects the consumers loyalty towards brands.
28 The unavailability of Venkys followed by higher price is the main reason for
preferring other brands by the consumers.
29
Real Good and Baramati Agro are the major competitors for Venkys in frozenchicken segment.
30 Price of Venkys frozen chicken products were found to be somewhat higher than
other brands.
3.7 Conclusions9 Venkys products were mostly preferred by consumers engaged in service and
demanding quality produce. The major reason is the shortage of time and increasing
trend of consuming hygienically processed foods by the people.
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10 Consumers satisfaction level for Venkys was good because of its quality and taste.
11 One Kg pre cut chicken were frequently purchased by the consumers followed by
boneless pack and leg piece pack. Other products are consumed once in a month as
they are used in special dishes only.
12 Loyalty amongst consumers for Venkys was found to be good but dissatisfied
consumers switch the brands due to unavailability of the products.
13 While purchasing the product especially in frozen chicken the consumers gives more
preference to quality, hygiene than other attributes.
14 Venkys products were appraised for their quality, taste and packaging. Some of the
customers also point out the unavailability of the products which is a matter of
concern from organizations point of view.
15 Real good is the major competitor as they have entered in processed chicken segment
also. Baramati agro and other brands are also having a good share in the processed
chicken segment.
16 Prices of Venkys were slightly higher than the other brands due to its high standards
of quality and brand name.
3.8 Suggestions5. Venkys should target working class consumers as they are the major customers for
frozen packed chicken segment.
6. There should be synergy between price and quality supplied as other brands have low
prices. The company can introduce new packages which can satisfy the needs of small
family. The price can be kept in accordance to package sizes.
7. Venkys should concentrate more on quality, taste and hygiene as these attributes
were influential in purchase decision. The compromise with quality and hygiene may
hamper the companys market share.
8. Venkys should focus on making their products available on time. The frequent
unavailability may result into loss of valuable customers thus proper distribution of
products mainly pre cut chicken packs should be done.
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REFERANCES
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REFERENCEKotler P. and Kevin L. 2009. Marketing Management. Book published by Prentice Hall
of India Private Limited, M97, Conaught circus, New Delhi110001. ISBN978-81-
203-3570-7. Chapter 10. Pages 279 to 287
Other Websites explored for scanning the literature
www.faostat.com
www.venkys.com
Wikipedia
www.flickr.com
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APPENDIX
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APPENDIXI
CONSUMERS BEHAVIOUR TOWARDS VENKYS FROZEN RAW
CHICKEN
Questionnaire for sample respondents in Pune city
Personal profile
A. Name :
B Age :
C Address:
D. Contact Number:
E. Gender : Male Female
F. Education:
Upto HSC
Graduation
Post Graduation
Professional
G. Occupation:
Business Service
Housewife Student
H. Family Annual Income:
None Less than One Lakh
One to two lakhs Two to four Lakh
Four lakhs and above
Q.1. Do you purchase frozen raw chicken?Yes No
Q.2. Why you purchase frozen raw chicken?
Time saving Hygiene
Affordability Taste
Q 3. Rank the following attributes according to your preference while purchasing frozen
raw chicken
Attribute Very Important Important Normal Least Important
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Quality
Taste
Brand Name
Hygiene
Cost
Availability
Q4. Do youpurchase Venkys frozen raw chicken?
Yes No
If answer of Q4 is Yes, then give the following answers
A. From when you are purchasing Venkys frozen raw chicken? _____ Months / Years
B. What is the level of satisfaction?
Very satisfied somewhat dissatisfied
Somewhat Satisfied Cant say
C. How you come to know about Venkys?
Malls Magazine
Friends & relative recommendation Advertisement
. T.V
D. Frequency of purchasing products of Venkys raw frozen chicken?
Product name Once in a week Once in fortnight Once in a month
One kg pre cut chicken
Half kg pre cut chicken
Boneless chicken
Leg piece chicken
Chicken wings
E. Do you suggest Venkys product to your friends & relatives?
Definitely Yes Probably yes May or may not be
F. If other brand of same product of same quality & price is available in market, would
you purchase that brand of fast food instead of Venkeys product?
Yes NoG. In case of unavailability what will be your decision?
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Postpone purchase Search in another shop Change the
brand
H. How will you rate Venkys products for following attributes?
Attribute Excellent Good Average Poor
Quality
Taste
Packaging
I. How you will rate the cost of Venkys products?
Expensive Medium Affordable
J. How you find the availability of Venkys?
Always available frequently available
Frequently unavailable Not available
Q.5. If answer of Q.4 is No, then give the following answers
A. Are you aware of Venkys?
Yes No
B. Why dont you purchase Venkys product?
Quality factor Not easily available High price
C. Which brand do you purchase?