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PROJECT REPORT
ON
“ANALYSIS OF CONSUMER PERCEPTION
WITH RESPECT TO DABUR HONEY”
Submitted in the partial fulfillment of the requirement of Master
of Business Economics course of Guru Nanak Dev University
By
ABHISHEK KUMAR RAJORIA
Roll No: 892971, Batch: 2009-2011
Under the guidance of
Mr. ASHOK ASTHANA
Asst. Professor - New Delhi Institute of Management
New Delhi Institute of Management
NEW DELHI -110062
1
DECLARATION
I, Abhishek Kumar Rajoria hereby declares that the project work entitled “A study on
Analysis of Consumer Perception with Respect to Dabur Honey”, Submitted to
Guru Nanak Dev University, Amritsar, is a record of an original work done by me
under the guidance of Ashok Asthana, Faculty, New Delhi Institute of Management,
New Delhi, and this project work has not performed the basis for the award of any
degree or diploma and similar project if any.
.
Place: Abhishek Kumar Rajoria
Date: MBE-4th Semester
2
CERTIFICATE
This is to certify that the project titled “A Study On Analysis Of Consumer
Perception With Respect To Dabur Honey”, submitted by Abhishek Kumar Rajoria
to New Delhi Institute of Management, Guru Nanak Dev University, Amritsar in
partial fulfillment of requirement for the award of the M.B.E. Degree is an original
piece of work carried out under my guidance and may be submitted for evaluation.
The assistance rendered during the study has been duly acknowledged.
No part of this work has been submitted for any other degree.
Place: New Delhi Faculty Guide
Dated: Ashok Asthana
3
ACKNOWLEDGMENTS
I would like to offer my sincere gratitude to various people, who directly or indirectly
have contributed in the development of this work and who have influenced my
thinking, behavior ad acts during the course of study.
I am indebted to Ambika Sharma (principal) and Ashok Asthana, Faculty, NDIM for
his support, co-operation and motivation provided to me during the study. Many
others had a direct or indirect by no means negligible contribution in the completion
of the project.
The project has been a learning experience for me and would not have been possible
without the support and guidance of the above mentioned people. Needless to say, I
alone remain responsible for any errors that might have crept into the pages, despite
of my best possible efforts to avoid them.
ABHISHE KUMAR RAJORIA
Roll No: 892971
4
CONTENTS
S.NO. CONTENTS PAGE NO.CHAPTER 1. Introduction 71.1 Introduction 81.2 Objective 101.3 Scope of the Study 111.4 Research Limitations 12
CHAPTER 2. Review of Literature 132.1 Literature Review 14
CHAPTER 3. Research Approach 183.1 Methodology 193.2 Research Design 213.3 Nature of Data 223.4 Data Source 233.5 Sample size 243.6 Tools of presentation 25
CHAPTER 4. Company Profile 264.1 Company snapshot 274.2 Product profile 354.3 Product life cycle 364.4 Constituents of dabur honey 404.5 SWOT analysis of dabur honey 41
CHAPTER 5. Finding and analysis 45
CHAPTER 6. Conclusions and Suggestions 64
Annexure 67Bibliography 68Sample Questionnaire 70
5
LIST OF CHARTS
CHART NO.
TITLE PAGE NO.
Chart 5.1 What is the percentage of the retailers who keep honey as a product in their outlets
46
Chart 5.2 What is the percentage of the retailers who think that the gifts/ schemes provided with the brand are attractive
47
Chart 5.3 How many retailers keep only Dabur honey and how many keep other brands too
48
Chart 5.4 What influences the sales of Dabur Honey 49Chart 5.5 How many retailers complained about crystallized honey 50Chart 5.6 How many retailers are satisfied with the margin
provided51
Chart 5.7 How many kids eat honey and how money doesn’t eat honey
52
Chart 5.8 How kids consume Dabur honey 53Chart 5.9 How many times in a day kids consume Dabur honey 54Chart 5.10 At what time kids consume honey 55Chart 5.11 What free gifts kids prefer with Dabur honey 56Chart 5.12 What is the percentage of the kids who remember the
advertisement and who do not57
Chart 5.13 What is the percentage of mothers who consume Dabur honey
58
Chart 5.14 What is the consumption ratio of Dabur honey between mothers and kids
59
Chart 5.15 What is the level of satisfaction of the respondents who consume Dabur honey regularly
60
Chart 5.16 According to you what is the main reason of purchasing Dabur honey over other brands
61
Chart 5.17 Do you consume Dabur honey if not then which brand you prefer to consume
62
Chart 5.18 Which package size you generally prefer buy 63
6
Chapter 1
INTRODUCTION
7
1.1 INTRODUCTION
Dabur India Limited, established in 1884, is one of the oldest health and personal care
companies of India. This young man, Dr. S.K. Burman, laid the foundation of what is
today known as "Dabur India limited". The brand name Dabur is derived from the
words ‘Da’ for Daktar or doctor and ‘bur’ from Burman. From a humble beginning in
1884, as a manufacturer of traditional medicine in Calcutta, Dabur has come along
way to become a multi-facet, multi- locational and multi-product modern Indian
Corporation with a global presence. It now enjoys the distinction of being the largest
Indian F.M.C.G. Company and is poised to become a true Indian multinational.
In its generic form, honey is a wonder product. If in western homes it is a term of
endearment, in India, honey is traditionally seen as a health syrup. No company in the
organized sector had seen business opportunity in honey, till the Dabur India Limited
decided to source honey in large volumes from apiculturalists (bee -hive farmers) and
market it, the company introduced branded honey in glass jars to the Indian market
about a decade ago. The only big organization selling honey at that time was Khadi
Gram Udyog that too unbranded produce from villages to the urban markets. Dabur
found that the demand is low. Honey's usage was restricted to the world of therapy;
used as a cough palliative, a skin conditioner or alternately as a base ingredient for
other ayurvedic formulations.
In the year 1991, Dabur Honey took to national level advertising for the first time,
placing the brand on the purity platform. Growth came, at about 20 per cent that was
not satisfactory. In the year 1994, Dabur gave the brand's ad account to enterprise. At
that time Dabur's ad spend for honey was a piffling Rs. 10-15 lakhs a year. It changed
the traditional perception of Indian consumer about honey as a medicine to tasty,
nutricious food on the breakfast table. Today in the year 2000-2001, it is a 40 crore
brand.
The purpose of undertaking this project is to get to the real life exposure and to get the
feel of the market dynamics .the scope of this project is limited to the understanding
of the product life cycle and the market potential of Dabur Honey. The focus of this
8
project is to increase the consumption of Dabur honey and help the organization from
constant threat from its competitors and suggests the ways and opportunities to
maintain the share of Dabur honey.
The project has done a full justice to the research objective and gave me an insight to
the market potential. This project has been very important, as I have been able to
successfully utilize and apply the marketing tools thereby enhancing my knowledge.
This project has proved to be an important milestone in terms of applying theoretical
knowledge practically thereby making me aware of the consumers perception about
an FMGC product like Dabur Honey.
9
1.2 OBJECTIVE OF THE STUDY
Following are the objectives of the study:
1. To know retailers and consumers perception about Dabur honey
2. To analyze the market of honey in Delhi, Noida and Ghaziabad.
3. To understand the economic factors affecting the sales volume and their
opportunities.
The purpose of undertaking this project is to get to the real life exposure and to get the
feel of the market dynamics
10
1.3 SCOPE OF THE STUDY
The scope of this project is limited to the understanding of the product life cycle and
the market potential of Dabur Honey. The focus of this project is to increase the
consumption of Dabur honey and help the organization from constant threat from its
competitors and suggests the ways and opportunities to maintain the share of Dabur
honey.
The project has done a full justice to the research objective and gave me an insight to
the market potential. This project has been very important, as I have been able to
successfully utilize and apply the marketing tools thereby enhancing my knowledge.
This project has proved to be an important milestone in terms of applying theoretical
knowledge practically thereby making me aware of the consumers perception about an
FMGC product like Dabur Honey.
11
1.4 LIMITATIONS OF THE STUDY:-
Following are the important limitations faced during the research work undertaken
1. It was highly expensive and time consuming.
2. The research is carried out on customers, dealers wholesaler retailers etc. who are
human beings. Human beings have a tendency to behave artificially when they
know that they are being observed.
3. Subjectivity is the main limitation of the study. It is very difficult to verify the
research results.
4. The projects generally took longer time. The time by which the research results
are presented market situation can undergo a change.
12
Chapter-2
Review of literature
13
Melanie G., “Honey Provides Antibiotic Benefits and a Low Glycemic
Sweetener”, Natural News Journal, January 2011 , Vol - 11, Page No – 40 - 59
Honey provides a natural sweetener that can be used instead of sugar. Honey is a
whole food that comes from plant nectar and does not raise blood sugar as other
simple sugars do. Honey also contains a variety of minerals and vitamins and has a
long history as a healing food. Honey has been used as an antiseptic, antimicrobial,
and antibiotic.
Antibiotic Honey Kills Germs Honey has long been used for its antibiotic properties
and research has now demonstrated the mechanism. In an article published in the
Journal of the Federation of American Society for Experimental Biology, scientists
explain that a protein made by the bees called defensin-1 is the active germ-killing
ingredient in honey. The researchers postulate that honey may even be able to treat
diseases and infections that are antibiotic resistant such as MRSA (Methicillin-
resistant Staphylococcus aureus).
Honey contains antioxidants. A study at the University of California demonstrated
that consuming honey can raise antioxidant levels in the blood. The darker the honey,
the more antioxidants it contains. Dark colored honey from Illinois buckwheat has
been shown to have 20 times the antioxidant value as sage honey from California.
Skin Healing Properties of Honey Because honey has antimicrobial and antiseptic
properties, it can be used to heal skin conditions. Hundreds of cases have been
published in medical journals demonstrating honey's ability to cure wounds and
burns. Honey kills bacteria in the skin and speeds the healing of burns. It can be used
to treat sunburns as well.
Sanchez et-al; “Consumer Perception of Value”, Journal of Consumer Satisfaction,
Dissatisfaction and Complaining Behaviour, January 2006, Vol - 19, Page No – 40 - 58
Consumer value is a concept of continuing interest to scholars, marketing researchers,
and to many marketing practitioners. However, the presence of multiple meanings, the
use of different terms, and even the existence of a diversity of opinions regarding its
features and nature reflect the complexity of its study and give rise to the possibility
of confusion in its application.
14
This article presents a review of the existing literature on the concept of value in order
to shed light on the confusion surrounding this construct. The analysis highlights the
polysemy and the diversity of terms that have been used, along with the different
definitions that have been proposed. Convergent and divergent elements are also
identified. As a result of this review and analysis, the features that characterize the
concept of consumer value are determined and a conceptual framework is proposed as
a basis for future research.
Narain S. “Branded Honey Sold in India is Likely To Be Contaminated With
Harmful Antibiotics”, CSE Report, September 2004, Vol - 8, Page No – 335 - 350
That spoonful of “guaranteed pure” sweetness may be hiding a bitter secret. Branded
honey sold in India is likely to be contaminated with harmful antibiotics, according to
a new study by the Centre for Science and Environment.
CSE's Pollution Monitoring Laboratory tested 12 leading brands of honey sold in
Delhi, including those made by Indian companies such as Dabur, Himalaya, Patanjali,
Baidyanath and Khadi as well as by two foreign companies based in Switzerland and
Australia. Scientists found high levels of six harmful antibiotics in 11 samples, with
only the Indian Hitkari brand coming out clean.
Dabur Honey — which has captured 75 per cent of the Indian market — had the
antibiotic Oxytetracycline at nine times the level that is permitted for exported honey.
It also had significant amounts of two other drugs completely banned for use in
honey. If the sample was placed for export to the United States or the European
Union, it would have been rejected.
Nectaflor Natural Blossom Honey, made by Narimpex of Switzerland, had the largest
number — five — of the six antibiotics that it was tested for, including the highest
levels of ampicillin and erythromycin, both of which are not permitted for beekeeping
in any country. It would be illegal to sell it even in Switzerland itself. Similarly, the
Australian brand, Capilano Pure & Natural Honey, which is sold in 40 countries,
violated standards set in its home country.
15
It is clear that foreign companies are taking advantage of the lack of regulations in
India. After all, if our government does not care about the health of its people, why
should these companies care. We have standards for antibiotic contamination in the
honey we export. The government even tests and certifies that exported honey meets
health and safety regulations. But we do not have any standards for domestic honey.
This is clearly unacceptable,”.
Bolton L. et al., “Consumer Perceptions of Price (Un) Fairness”, Journal of Consumer
Research, March 2003, Vol - 29, Issue - 4, Page No – 474 - 491
A series of studies demonstrates that consumers are inclined to believe that the selling
price of a good or service is substantially higher than its fair price. Consumers appear
sensitive to several reference points—including past prices, competitor prices, and
cost of goods sold—but underestimate the effects of inflation, overattribute price
differences to profit, and fail to take into account the full range of vendor costs.
Potential corrective interventions—such as providing historical price information,
explaining price differences, and cueing costs—were only modestly effective. These
results are considered in the context of a four-dimensional transaction space that
illustrates sources of perceived unfairness for both individual and multiple
transactions.
Sanzo M.J.; "Attitude and Satisfaction in a Traditional Food Product", British Food
Journal, 2003, Vol - 105, Page No.771 – 790.
The aim of this work was to analyse the relationships between three types of
variables: consumer attitude towards a generic product – honey; the perceived quality
of the specific brand consumed; and the satisfaction with this brand. The paper first
tests the effects the different perceived quality dimensions exercise on satisfaction.
Second, the paper proceeds to analyse the influence of attitudes, on the one hand, on
the different quality dimensions and, on the other hand, on the effects of such
dimensions on satisfaction.
16
Mazis A. B, “Consumer Perceptions of Health Claims in Advertisements and on Food
Labels”, Journal of Consumer Affairs, Summer 1997, Vol - 31, Issue - 1, Page No – 10 -
26
It has been hypothesized that consumers are more skeptical of health claims made in
food ads than of health claims made on food labels. Therefore, the current research
explores consumers' skepticism of health claims when the source of such claims is
identified as a food ad or a food label. The study also examines whether consumers'
beliefs are affected by nutrition information on food labels and whether health claims
that have been challenged by the Federal Trade Commission (FTC) and by consumer
groups are more likely to affect consumers' beliefs than are unchallenged health
claims. The findings have implications for understanding the role of education in
reducing consumer misperceptions of health claims.
Valarie A. Z., “Consumer Perceptions of Price, Quality, and Value: A Mean-End Model
and Synthesis of Evidence”, Journal of Marketing, July - 1988, Vol. - 52, Page No. – 2 -
22
Evidence from past research and insights from an exploratory investigation are
combined in a conceptual model that defines and relates price, perceived quality, and
perceived value. Propositions about the concepts and their relationships are presented
in this study that is supported with evidence from the literature. Discussion centres on
directions for research and implications for managing price, quality, and value.
Albert J. D. B., “Consumer Perceptions of Comparative Price Advertisements”, Journal
of Marketing Research, November 1981, Vol - 18, Issue - 4, Page No – 416 - 427
The authors analyse the issue of comparative price advertising from a behavioural
perspective. Because public policy recognises that comparative pricing may lead to
consumer misperceptions, the authors review the regulatory setting and pose several
research questions that need to be addressed. A complex experiment and replication
examining some of these questions is reported.
17
Chapter-3
Research Approach
18
3.1 METHODOLOGY
Present study is empirical in nature and based mainly on primary data collected from
respondents through questionnaire and observations. Besides collection and analysis
of primary data, secondary data and pertinent literature has been compiled from
published and documented sources. Previous studies, surveys, reports and research
work have been consulted while concerned persons have been approached to get
insights and relevant statistics on the topic of investigation. The objective of the
research is to find out the consumer perception in case of Dabur Honey.
A detailed survey of retailers and consumers was carried out to find out their
perception of Dabur Honey. The details of the methodology are stated below.
Areas : Delhi, Noida and Ghaziabad
Research Design : Exploratory
Sources of Information : Primary & Secondary Data
Data collection Method : Structured Non Disguised
Questionnaire.
Types of questions Used : Open Ended
Multiple Choice
Close ended
Dichotomous
Target Group : Retailers
Kids (8-12 Years)
Ladies (Mothers)
Sampling Method : Convenience Sampling
Sample Size : Retailers -100
Kids-150,
Ladies-50
19
PROCEDURE OF MARKETING RESEARCH
20
Define the problem &
Research objectives.
Define the problem &
Research objectives.
Develop the
Research Plan
Develop the
Research Plan
Collect the
Information
Collect the
Information
Analyze the
Information
Analyze the
Information
Present theFindings
3.2 Research Design
This project will be conducted based on the qualitative empirical research including
graphical representation of the collected data. A qualitative method was chosen for
this project, because it tends to focus on one or a small number of cases, to use depth
analysis of collected materials, to be discursive in method. Qualitative exploratory
method is appropriate here, since this project will focus on the perceptions and
prioritization of consumer in case of purchasing dabur honey and the various factors
and identify important parameters for customer acceptance of dabur honey. The
factors can be best analyzed based on the qualitative methods for its descriptive
possibilities. If required, the descriptive and casual approaches may also be used.
21
3.3 Nature of data
It is necessary to prepare a list of the information, which is needed to attain the
objectives. So both Primary and Secondary data were used for the study. The
secondary data was collected from various sources like complied data from existing
sources of outlets and the Internet.
The Primary data was collected from:
Questionnaire
Observations
Personal Interview
The Secondary data was collected from:
Internet
News Paper
Others Books
22
3.4 DATA SOURCE
The Initial data was collected with the help of the managers and executives of the
company. The Questionnaire was framed with the needed information in mind and
each question was directed and denoted towards finding out specific information.
It is important to notice that this research was conducted based on respected
secondary hand information as well, such as books, Blogs, Research Papers, and
Commentaries, Newspapers both in Electronic and Hard Copy Versions.
23
3.5 SAMPLE SIZE AND SAMPLING METHOD
Universe
The customers who prefer to buy dabur honey were covered to study the customer
perception and factors affecting their buying behavior.
Sampling method
A survey was conducted in and around Delhi city and NCR Region. Sample sizes of
respondents were 360.
Target Group : Retailers
Kids (8-12 Years)
Ladies (Mothers)
Sampling Method : Random Sampling
Sample Size : Retailers -100
Kids-150,
Ladies-50
Analysis involves converting raw data into useful information. It involves tabulation
of data and graphical representation of these data. This phase will mark the
culmination of the research effort. The research findings and personal experience will
be used to propose recommendations to study the various factor and identify
important parameters for customer perception and consumer buying behavior with
respect to Dabur Honey .
24
3.6 TOOLS OF PRESENTATION
The analysis was done on the various data collected by the method of questionnaire.
The analysis method consisted of various pie diagrams and charts that reflected the
basic objectives of the study. Emphasis was placed on providing the facts though
certain suggestions and recommendations from the respondents while taking
interview.
25
CHAPTER – 4
COMPANY PROFILE
26
4.1COMPANY SNAP SHOT
Set up in 1884 by Dr S K Burman as a proprietary firm for the manufacture of
ayurvedic drugs, the Company was incorporated later by his descendants in the name
of Dabur (Dr S K Burman) Pvt. Ltd. In the late ’70s, Dabur Pvt. Ltd promoted a
company to manufacture high-grade guargum and a plant was set up at Alwar. But
poor performance resulted in losses and with a view to rehabilitating the company,
Dabur Pvt. Ltd was reverse merged with it and the new company was named Dabur
India Ltd. At Alwar, production of guargum was curtailed and Dabur’s products were
introduced. Dabur manufactures over 450 products, mainly ayurvedic, covering a
wide range of health and personal care and has manufacturing plants located at 6
different places in the country. Dabur went public in Nov ’93, raising Rs541.5m (at
Rs95/share) and the issue was oversubscribed 21 times. Dabur Research Foundation,
a group company, handles research, product development/ improvement for
increasing consumer satisfaction.
Dabur has come along way to become a multi-facet, multi- locational and multi-
product modern Indian Corporation with a global presence. It now enjoys the
distinction of being the largest Indian F.M.C.G. Company and is poised to become a
true Indian multinational. The phenomenal progress has been many milestones, some
of which are mentioned below:
1884- Dr. S.K. Burman lays the foundation of what is today known as Dabur
India Limited. Starting from a small shop in Calcutta, he began a direct
mailing system to send his medicines to even the smallest of villages in
Bengal. The brand name Dabur is derived from the words ‘Da’ for Daktar or
doctor and ‘bur’ from Burman.
Early 1900s- The next generation of Burmans take a conscious decision to
enter the Ayurvedic medicines market, as they believe that it is only through
Ayurveda that the healthcare needs of poor Indians can be met.
1920s- A manufacturing facility for Ayurvedic Medicines is set up at
Narendrapur and Daburgram. Dabur expands its distribution network to Bihar
and the north-east.
27
1940– Dabur diversifies into personal care products with the launch of its
Dabur Amla Hair Oil. This perfumed heavy hair oil catches the imagination of
the common man and film stars alike and becomes the largest hair oil brand in
India.
1956- Dabur buys its first computer. Accounts and stock keeping are one of
first operations to be computerized.
1970- Dabur expands its personal care portfilio by adding oral care products.
Dabur Lal Dant Manjan is launched and captures the Indian rural market.
1972- Dabur shifts base to Delhi from Calcutta. Starts production from a hired
manufacturing facility at Faridabad.
1979- Commercial production starts at Sahibabad. This is one of the largest
and most modern production facilities for Ayurvedic medicines in India at this
time.
1984- The Dabur brand turns 100 but is young enough to experiment with new
offerings in the market.
1989- Hajmola Candy is launched and captures the imagination of children
and establishes a large market share.
1994- Dabur India Limited comes out with its first public issue. The Rs. 10
share is issued at a premium or Rs. 85 per share. The issue is oversubscribed
21 times.
1995- Dabur enters into a joint venture with Osem of Israel for food and
Bongrain of France for cheese and other dairy products.
1996- Dabur launches Real Fruit Juice which heralds the company’s entry into
the processed foods market.
1997- The Foods division is created, comprising of Real Fruit Juice and
Hommade cooking pastes to form the core of this division’s product portfolio.
1997- Project STARS (Strive to Achieve Record Successes) is initiated by the
company to achieve accelerated growth in the coming years. The scope of this
project is strategic, structural and operational changes to enable efficiencies
and improve growth rates.
1998- The Burman family hands over reins of the company to professionals.
Mr. Nunu Khanna Joins Dabur as the Chief Executive Officer.
1999-2000- Dabur achieves the Rs. 1000 crore turnover mark.
28
2002 - Dabur record sales of Rs 1163.19 crore on a net profit of Rs 64.4
crore
2003 - Maintaining global standards As a reflection of its constant efforts at
achieving superior quality standards, Dabur became the first Ayurvedic
products company to get ISO 9002 certification
2005 - Dabur aquires Balsara
2005 - Dabur announces bonus after 12 years
2008 - Acquires Fem Care Pharma
2009 - Dabur Red Toothpaste joins 'Billion Rupee Brands' club
“What is that life worth which can not bring comfort to others”.
Dr. S.K. Burman (1856-1907)
(The founder of Dabur)
VISION
“Dedicated to the health and well being of every household”
PRINCIPLES
Ownership
This is the company where personal responsibility and accountability are accepted to
meet business needs.
Passion for Winning
All leaders in the area of responsibility with a deep commitment to deliver results
People Development
People are the most important asset. The value is added through result driven training
and the encouragement is through reward and excellence.
Consumer Focus
Superior understanding of consumer needs and develop products to fulfill then better.
Team Work
29
Working together on the principle of mutual trust and transparency in a boundary less
organization
Innovation
Continuous innovation in products and processes is the basis of the success.
ADVERTISING
OGILIVY AND MATHER (O&M) ,
The Abby award winner for the last 3 years in a row is doing assignment for Dabur
and also have credits of the success of Dabur ‘s brands.
BRAND AMBASSADORS :
1. Amitabh Bacchan
2. Mahender Singh Dhoni
3. Karishma Kapoor
4. Mandira Bedi
5. Sunil Shetty
Plant locations:
It has 10 manufacturing plants across the country with 2 in UP at Sahibabad and
Noida , 3 in West Bengal at Kharia, Narendrapura & Kalyani, 1 in Bihar at Dabur
gram, 1 in Haryana at Faridabad, 1 in Rajasthan at Alwar, 1 in Himachal Pradesh at
Baddi and 1 in Madhya Pradesh at Katni and 2 abroad , 1 in Egypt and other in Nepal.
Subsidiaries:
The company has 7 subsidiaries in its fold.
Dabon International Limited: It has a 50:50 joint venture with Bongrain of France
for manufacturing dairy products. The company has 20% market share in processed
cheese market. The company sells its cheese under Dabon brand name.
General De Confiteria Limited: The company's joint venture with Agrolimen of
Spain for manufacture of confectionery products. The company divested its stake in
the venture as a part of its restructuring programme. The company sold off its stake
for a consideration of Rs352mn during the year.
30
Excelsia foods Limited: The company's joint venture with Nestle SA for
manufacturing and selling biscuits. The company divested its entire holding in the
venture for a token sum of Rs10 as the venture was a loss making with negative net
worth.
Dabur Foods Limited: The company hived off the foods division into a separate
100% subsidiary during the year. The company has Real Fruit Juice, Hommade range
of condiments, Lemoneez and other brands in its portfolio. The company launched its
Coconut Milk to its portfolio during the year.
Dabur Nepal Private Limited: The company 80% subsidiary of Dabur India
Limited. In FY00 it set up manufacturing facility for manufacturing PET bottles for
hair oils. The company has also set up new tetra pack unit for packaging Real Fruit
Juices. It is also into manufacturing Beehives and Bee Frames.
Dabur Egypt Limited: The company is a 76% subsidiary of Dabur Overseas
Limited. The company is into business of manufacturing hair oils, vinegar, rose water,
and glucose. The company is planning to source goods for other African countries
from this unit.
Dabur Finance Limited: The company is a 100% subsidiary of Dabur India Limited
and is into business of making financial investments. It raises deposits from public
and invests in various investment schemes. The company is expected to be shut down
by 2002-2003 under the restructuring program it is currently implementing.
Dabur overseas Limited: This company is a 100% subsidiary of Dabur India
Limited and is into trading activities. It acts as an investment holding company. This
company is based in Hong Kong. The company didn't perform any business during
the year.
Dabur International Limited: This company is a 100% subsidiary of Dabur India
Limited. The company is into business of carrying out trading activities. This
company is based in Hong Kong. During FY00 the company didn't perform any
business
31
DIVISION WISE BREAKDOWN OF CONSOLIDATED
Revenue Financial
32
CHYAWANPRASH – Largest Ayurvedic medicine with market size of about Rs. 2
billion, Dabur is market leader with 65% share
Interim dividend of 100% declared by the Board
33
PRODUCT PUNCH LINE
34
4.2 PRODUCT PROFILE
In its generic form, honey is a wonder product. If in western homes it is a term of
endearment, in India, honey is traditionally seen as health syrup.
No company in the organized sector had seen business opportunity in honey, till
the Dabur India Limited decided to source honey in large volumes from
apiculturalists (bee -hive farmers) and market it, the company introduced branded
honey in glass jars to the Indian market about a decade ago.
The only big organization selling honey at that time was Khadi Gram Udyog that
too unbranded produce from villages to the urban markets.
Dabur found that the demand is low. Honey's usage was restricted to the world of
therapy; used as a cough palliative, a skin conditioner or alternately as a base
ingredient for other ayurvedic formulations.
Dabur made a start of mass marketing its honey. By flowing honey through its
distribution stream, all that the company had achieved was placing the product
within the urban consumer's reach.
By the late 1980's, small regional brands had started getting stronger, although
they were confined to small pockets by their lack of a wide distribution
mechanism. This posed a danger.
Other brands- Natural way (Golden Meadows), Allied's and Mehson's among
them had started gaining recognition in the branded honey market. And some
more were on their way in, some with fancy packaging to target the upmarket
buyer. The small marketers were selling on price, which meant trouble for Dabur.
In the year 1991, Dabur Honey took to national level advertising for the first time,
placing the brand on the purity platform. Growth came, at about 20 per cent that
was not satisfactory.
In the year 2007, Dabur gave the brand's ad account to enterprise. At that time
Dabur's ad spend for honey was a piffling Rs. 7 – 8 crore a year. It changed the
traditional perception of Indian consumer about honey as a medicine to tasty,
nutricious food on the breakfast table.
Today in the year 2009 - 2010, it is a 350 crore brand.
35
4.3PRODUCT LIFE CYCLE
A product’s differentiating and positioning strategy must change as the product,
market and competitors over time. There are four stages in a product life cycle and the
product life cycle curves are portrayed as bell-shaped as shown in the figure.
The four stages are:
1. Introduction- This is a stage in which the product is introduced in the market and
is a period of slow sales growth. Profit are nonexistent in this stage because of
heavy expenses incurred with product introduction.
2. Growth- In this stage, the product goes through a period of rapid market
acceptance and substantial profit improvement.
3. Maturity- This is a period of slowdown in sales growth as the product has
achieved acceptance by most potential buyers. As the competition increase, the
profit stabilizes or decreases.
4. Decline- This is period when sales decline and profit decrease.
The above stages can be summarized as shown in the table
below:
PLC elements Introduction Growth Maturity Decline
CHARACTERISTICS
1. Sales Low Fast Growth Slow Growth Declining
2. Profits Negligible Peak Level Declining Low
3. Cash Inflow Negative Moderate High Low
4. Competitors Few Growing Many Declining
5. Customers Innovative Mass Market Mass Market Laggard
Source: www. Daburindia.com
36
In the above stages, the MARKETING STRATEGIES, which should be adopted, are:
1. INTRODUCTION- In this stage, the main objective should be to create
awareness and trial by adopting the following strategies:
Offering a basic product.
Use cost-plus for pricing the product.
Build selective distribution.
Build product awareness among early adopters and dealers by advertising.
Use heavy sales promotion to attract the people to try the product.
2. GROWTH- In this stage, the main objective is to maximize the market share by:
Offering product extensions, service, warranty etc.
Price should be such that it penetrates the market.
Build intensive distribution.
Build awareness and interest in the mass market through advertising.
Reduce sales promotion to take advantage of heavy consumer demand.
3. MATURITY- In this stage, the main goal is to maximum the profit while
defending the market share by:
Diversify brands and items.
Price should match or beat the competitor.
Build more intensive distribution.
Increase sales promotion to encourage brand switching.
4. DECLINE- In this stage, the marketing strategy should focus on reducing the
expenditure and milking the brand by:
The product, which is weak, should be phased out.
Cut price.
Go selective, eliminate unprofitable outlets.
Reduce advertising to the level required to retain hard-core loyal.
Reduce sales promotion to a minimal level.
37
INTRODUCTION GROWTH MATURITY DECLINE
Source: www.daburindia.com
38
SALES
&
PROFITS($)
Profit
Sales
PRODUCT LIFE CYCLE
Taking into consideration the Dabur Honey, this has market share of 66% (in value)
and 44% (in volume). Its annual sales are approximate 40 corers per annum. The total
market of honey is 100 corers. The dabur honey was relaunched in 1994 as food
items. There has been 12% in increase in sales from the last year, which is a positive
sign. The company is nowadays offering it as a food. It is being widely distributed
and lot of money being spent on advertising and sales promotion. Reminder
Advertising is important to remind the target market about the existence of the
product.
Stage in the Product Life Cycle: Maturity
The product has been relaunched and brought into the food category. Also, it has a
significant market share both in value and volume terms
39
4.4CONSTITUENTS OF HONEY
Percentage
Total Dissolved Solids
Sugars
Fructose (Levulose)
Glucose (Dextrose)
Sucrose
Other higher sugars
Water
Minerals: (Potassium, Calcium, Magnesium, Iron, Copper,
Manganese, Phosphorus, Sulphur, Chlorine and Traces of
Chromium, Nickel, Tin, Silver, Gold etc.
Acids: (Acetic, Buteric, Citric form ie, gluconic, maleic, lactic,
succine etc.)
Proteins and Amino Acids: (Proline, Phenylanin , Leucine,
Valine etc.)
Enzymes: (Invertase, Amylase or Diastare, Gluclose - oxidase
etc.)
Vitamins: Vitamin B-I or Thiamin, Vitamin B-2 or Riboflavin,
Niacin, Vitamin B-6 or Pyridoxal, Vitamin C
70-80
38
37
2
0.5
20
0.5
0.2
0.25
Traces
Traces
Source: www.daburindia.com
40
4.5 SWOT ANALYSIS
A very useful tool in analyzing a business spectrum is the SWOT Analysis. This four
lettered word is formed from the initials of the following words: Strength, Weakness,
Opportunity and Threat. The analysis is done by identifying these four parameters
involved with the organization and utilizing them as analytic tools for carrying out the
process.
After conducting the survey, the following facts were noticed in regard to the above
mentioned parameters. An effort has been made to show these facts in a detailed form
in so called SWOT ANALYSIS.
41
BRAND STRENGTH / WEAKNESS ANALYSIS
Important Parameters Strengths Weaknesses
Brand ‘Dabur Honey’ Brand Loyalty
66% Market Share
(In value)
45% Market Share
(In Volume)
Most Selling Brand
40-Crore Brand
Price Affordable
Packaging Attractive
Available in 5 packsizes (50
gms, 100gms, 200gms, 500 gms
and 1 Kg.)
No sachet / Plastic
Packaging
Positioning Targeted to kids (i.e. 6-10 Yrs.)
as a food item.
Advertising Leading Brand Ambassadors,
Effective Reach
Sales Promotion No window hiring/
displays.
Some retailers are
unaware about the
sale promotion
schemes.
Present gifts are less
attractive.
Less schemes for
retailers to push the
product.
Distribution System Widespread two level channel.
42
THREATS
Branded honey is available in the market with five or six flavors.
Competitive brands are giving more margins because of which retailers are least
interested in selling their product.
A complaint like granulation of honey (i.e. small sugar crystals) is affecting the
sales.
Foreign branded honey is now available in the market and is liked by the
consumers.
In areas like South Delhi, customers don’t consider price to purchase honey and
foreign honey is capturing the market.
OPPORTUNITIES
New flavors of honey could be introduced.
Innovative packaging like sachet and plastic packaging could be launched.
In Ghaziabad, market for expensive foreign honey has not been developed yet, so
there are only few brands including local ones among which Dabur is the leader.
DABUR HONEY COMPETITORS
Indian Brands
Mehsons
Baidyanath
Natural Way
Himani
Zandu
Charakh
Himalayan
Himflora
Kashmiree Honey
43
Foreign Brands
Capilano (Australian)
Lagneese (German)
Fragata
Domestic Brands
Ankur ( Khadi Gram Udyog)
Dadi’s ( Hoshiarpur)
Kabliwala
Tripta
Hadras (U.P.)
Mohun’s
Uttarakhand
Bajaj
Honeylime
Baba
Balaji
Leheson
Lekhsons
Allied’s
Indica
44
CHAPTER- 5
FINDINGS&
ANALYSIS
45
Based on the questionnaire, the following results could be drawn in graphical form.
For the several parameters involved in the study it is beyond the scope of this report to
show each result based on individual parameters as that would unnecessarily turn the
project report lengthy and cumbersome to follow. The numbers indicated in the
results below represent the sample size or the number of respondents involved in the
study.
PART-A FINDING AND ANALYSIS OF RESPONSE FROM (RETAILERS)
Chart 5.1 What is the percentage of the retailers who keep honey as a product in their
outlets?
INTERPRETATION
It was observed that 8% of the retailers don’t keep honey at all while 92% of the
retailers do keep honey. Most of the retailers they keep honey because it is consumed
as a daily routine of life and has many benefits.
46
Chart 5.2 What is the percentage of the retailers who think that the gifts/ schemes
provided with the brand are attractive?
INTERPRETATION
About 80% of the retailers told that the effect of the present gifts in nil while 10%
respondents told that they are attractive and remaining 10% were neutral and prefer
not to answer. This indicates that Dabur as a brand do not have to concentrate more
on offer gifts as they already are market leader with 75% market share and has earned
trust as a result of quality and services.
47
Chart 5.3 How many retailers keep only Dabur honey and how many keep other
brands too?
INTERPRETATION
About 52% of the retailers keep only Dabur Honey while 4% of them do not keep
Dabur Honey and remaining 44% of the retailers keep other brands too along with
Dabur. Customer generally go for Dabur because of the quality and advertisements
where as advertisement issued by other companies were comparative less as
compared to Dabur hence consumers are not much aware about them.
48
Chart 5.4 What influences the sales of Dabur Honey?
INTERPRETATION
About 52% of the retailers told that sale of Dabur Honey is mostly influenced by its
brand name, 17% told that it is influenced by quality, 10% told that sales is influenced
by product’s purity, 5% because of advertisement, 2% respondents told that it is
because of promotion schemes and 5% told that it is due to easy availability. This is
because the company is oldest in this field and hence trust is there, also the sales in
influenced due to quality of Dabur
49
Chart 5.5 How many retailers complained about crystallized honey?
INTERPRETATION
About 30% of the retailers’ have complained about the crystallized honey while
remaining were not having any complaint. It is due to the fact that people who
consume honey or who sells it does not themselves know much about the plain honey
and the crystallized honey classification also the taste is almost same .
50
Chart 5.6 How many retailers are satisfied with the margin provided to them?
INTERPRETATION
About 61% of the retailers were unsatisfied while remaining was satisfied with the
margin provided to them because due to the fact that Dabur enjoys a large market
share and retailers doesn’t have to promote it to consumers more to push the sale of
honey.
51
PART-B
FINDING AND ANALYSIS OF RESPONSE FROM (KIDS)
Chart 5.7 Do you consume honey?
INTERPRETATION
About 28% of the kids don’t eat honey at all while majority of them (72%) do eat
honey because kids mostly consume honey with milk and adding honey to most of the
eatable add a good taste to it so they prefers it rest may avoid it due to the health
reason or un availability.
52
Chart 5.8 How do you consume Dabur honey?
INTERPRETATION
About 39% of the kids consume plain honey directly followed by 48% of the kids
who consume it with bread, milk or paranthas and rest 13% of them consume it as
directly or with other eatables like with milk, bread and paranthas as it adds a taste to
these items.
53
Chart 5.9 How many times in a day you consume Dabur honey?
INTERPRETATION
About 66% of the kids consume honey once a day while 34% of them consume honey
twice or thrice a day. The consumption of honey is mostly once a day because kids
prefer it at the morning / evening time while having there breakfast/ evening snacks
and also the consumption of honey in the morning is more beneficial due to medical
reasons.
54
Chart 5.10 In which form would you like to consume honey?
INTERPRETATION
About 33% of the kids consume honey as food items (At a specific time ie. in
morning or evening), 34% of them consume it as snacks (ie. at any time of the day),
and 26% of them consume it as both snacks and food items. Remaining 7% consume
it as medicine, this difference arise mostly due to the difference in education, culture
and thinking pattern of parents / kids.
55
Chart 5.11 “Which free gift/ gifts would you like to have with Dabur honey”?
INTERPRETATION
About 53% of the kids prefer chess as free gift while 24% of them prefer sketch pens
and remaining prefer snake & ladders as free gift. Now a days kids are more smart so
they prefer to play smart games which passes there time and also sharpen there
memory along with entertainment.
56
Chart 5.12 Do you remember the advertisement issued by Dabur to promote Dabur
honey?
INTERPRETATION:
About 90% of the kids have seen and remembered the Dabur advertisement, while 9%
have not seen the advertisement and 1% kids have seen the advertisement of other
brand’s also. This is because of the brand ambassador the company hire for this job is
always a big name like Amitabh, Dhoni they both are so much popular that any one
can remember .
57
90%
9%
1%
Seen and remember the Dabur advertisement Not Seen the advertisement
Other advertisement
PART-C
FINDING AND ANALYSIS OF RESPONSE FROM (MOTHERS)
Chart 5.13 What is the percentage of mothers who consume Dabur honey?
INTERPRETATION
About 14% of the respondents mother don’t consume honey at all followed by
majority of the respondents mother (86%) consumes who consume it daily. Reasons
behind non consumption of honey highlights that most of them do not like it or they
think it does not affect their health much.
58
Chart 5.14 What is the consumption ratio of Dabur honey between mothers and kids?
INTERPRETATION
About 65% of the respondents told that kids consume honey the most, while 35% of
the respondents told that adults consume honey the most because kids generally like
sweet and the elder people to make child eat they apply honey on food items, it is
recommended too by the doctors.
59
Chart 5.15 What is the level of satisfaction of the respondents who consume Dabur
honey regularly?
INTERPRETATION
About 17% of the respondents are satisfied with Dabur honey, the level of satisfaction
for 39% of the respondents was good and for 44% of the respondents was very good.
This shows those maximum respondents are satisfied with Dabur honey becausese of
the consistent quality service and taste.
60
Chart 5.16 According to you what is the main reason of purchasing Dabur honey
over other brands?
INTERPRETATION
About 34% of the respondents purchase Dabur honey because of quality, another 27%
respondents purchase it because of purity, 26% respondents go for it due to easy
availability, 23% prefer it due to brand name. Consumers generally prefer to buy
Dabur honey because of its quality & purity.
61
Chart 5.17 Do you consume Dabur honey if not then which brand you prefer to
consume?
INTERPRETATION
About 90% of the respondents consume Dabur honey, while they remaining
respondents (10%) consumes honey of other brands. The consumption of Dabur
honey is more because Dabur offers quality and taste also it is the market leader with
75% of the market share.
62
Chart 5.18 Which package size you generally prefer buy?
INTERPRETATION
About 40% of the respondents generally consume 500 gms pack, 38% respondents
consume 200 gms., and rest 5% respondents consume 1 Kg pack followed by 17%
respondents who consume 50 gms./100 gms pack. The pack which is mostly preferred
by the mothers is the 500 gms because it is easy to store and convenience to handle
also the price range is within budget.
63
Chapter 6
CONCLUSION
&
SUGGESTION
64
CONCLUSIONS
On the basis of the study following conclusions have been arrived at
This survey has revealed that the Ayurvedic industry is a very complex
industry with a manufacturing process, which is sensitive and requires expert
supervision as Dabur Honey enjoy good brand loyalty.
Fluctuating demand of Ayurvedic medicines is a problem with which
companies have to contend. As in the case of Asav-arishtas which enjoy good
demand during season changes and warm months low demand in the other
seasons , the demand is not met well by companies which fail to accurately
predict this pattern and hence end up producing insufficient quantities when
the demand is high and end up with excess inventory as the demand wanes.
The companies fail to review their targets accurately to coincide with the
decreasing levels of demand.
Dabur Honey is under constant threat from it competitors and loosing its
market share. Due to an inadequate budget for advertising, the company has
been unable to promote and create a consumer base of its own.
The Dabur Honey brand is a major player in the market. Though due to
inefficient distribution and sales network its true potential is yet to be realized.
As currently they hold the 75 % of the market share but with better supply
chain management they can improve more.
While conducting the study it was analysed that people mainly buy the product
because trust factor and the company is lacking in fulfilling the demand due to
there poor supply chain management so the need to work on it.
During the study it was found that the margin paid to the retailers were less as
compared to the competitors.
65
SUGGESTIONS
After the survey and the analysis, a lot of information was gathered this is being
presented in the form of suggestions.
As the honey is targeted to the kids, they are consuming honey in the same ways
as suggested in the advertisement. So, if the consumption of honey has to be
increased the new uses can be suggested. (e.g., it can be used for preparation of
cakes, jelly, squash etc.)
To increase its consumption, it can be written on the bottle of the honey that for
best results, use thrice a day for kids and twice a day for adults (as the case may
be)
It is natural for honey to crystallize but consumers can be made aware about this
fact because it is affecting the sales.
More schemes like ‘Seasonal Schemes’ can be given to the retailers. More and
more displays like window hiring can be given for the retail outlets as it has been
said that “ Jitna Dikhega Utna Bikega”
Margin can be increased because other competitors are giving more margin due
to which the retailers are least interested in pushing the brand (Mehsons is giving
36% margin).
New packaging like ‘Sachet or plastic packaging’ can be introduced. Plastic
packaging for 1 kg. Honey was demanded by the consumers.
Sales promotion schemes like” Price off or extra Amount” can be given.Sales
promotion gifts like ball, Badminton Racket, Pocket chess, small toys, cars etc
can be given for kids , concentration should be given on smart games.
The main competitors are Mehsons, Natural way, Himani which are not as strong
as Dabur.The Brand like Mehsons can be purchased to kick it out from the market.
Foreign brands like Capilano, Lagneese, Fragata are now available in the market
and doing well in posh markets like South Delhi
An awareness programme can be done in the schools like Mother’s pride where
gifts and posters can be given to the kids and by distributing small sachets and
gifts to the children on the places like ‘malls and amusement parks’ through the
Joker.
66
ANNEXURE
67
BIBLIOGRAPHY
BOOKS
1. Kotler. P: Consumer market and consumer buying behaviour; ‘Marketing
Management’ 12th Edition; Pearson Education; Page No-120.
2. Karunakaran. K: Product Life Cycle; ‘Marketing Management’ 1st Edition;
Himalaya Publishing House; page no- 143.
3. Gupta S.L: Consumer Research & Marketing Research; ‘Marketing research’1st
Edition; Execl Books; Page No- 345 & 425.
JOURNALS
1. Melanie Grimes: “Honey Provides Antibiotic Benefits and a Low Glycemic
Sweetener”, Natural News Journal , January 2011 , Vol-11, Page No-40-59.
2. Narain S. “Branded Honey Sold in India is Likely To Be Contaminated With
Harmful Antibiotics”, CSE Report, September 2010, Vol - 8, Page No - 335-350.
3. Sanchez et-al; “Consumer Perception of Value”, Journal of Consumer Satisfaction,
Dissatisfaction and Complaining Behaviour, January 2006, Vol - 19, Page No - 40-58.
.
4. Bolton L., et al; “Consumer Perceptions of Price (Un) Fairness”, Journal of
Consumer Research, March 2003, Vol - 29, Issue - 4, Page No - 474-491.
5. Sanzo M.J.; "Attitude and Satisfaction in a Traditional Food Product", British
Food Journal, 2003, Vol - 105, Page No.771 – 790.
68
6. Mazis A. B,“Consumer Perceptions of Health Claims in Advertisements and on
Food Labels”, Journal of Consumer Affairs, Summer 1997, Vol - 31, Issue - 1, Page
No - 10-26.
7. Valarie A. Z., “Consumer Perceptions of Price, Quality, and Value: A Mean-End
Model and Synthesis of Evidence”, Journal of Marketing, July - 1988, Vol. - 52, Page
No. – 2 - 22.
8. Albert J. D. B; “Consumer Perceptions of Comparative Price Advertisements”,
Journal of Marketing Research, November 1981, Vol - 18, Issue - 4, Page No - 416-
427.
WEB - SOURCES
www.daburindia.com
www. wikipidea .org
NEWSPAPERS
Business Standard
Economic Times
Navbharat times
69
SAMPLE QUESTIONNAIRE
70
QUESTIONNAIRE (CHILDREN)
1. [i] Name……………………………………………………
[ii] Age …………………………………………………….
2. Among the following, which items do you consume?
[i] Jam ž [ii] Chips ž
[iii] Chocolates ž [iv] Jelly ž
[v] Honey ž [vi] Cheese ž
[vii] Butter ž [viii] Cold Drinks ž
3. If No (in question Three), why do you consume honey?
[i] Health ž [ii] Taste ž
[iii] Both (i) & (ii) ž [iv] Any other ž
4. How do you consume honey?
[i] Honey plain ž [ii] With toast/Bread ž
[iii] With Milk [iv] With Ice-cream ž
[v] With Biscuits ž [vi] With Nibu Pani ž
[vii] With Parathas/Roti ž
[viii] Any Other (Specify) ……………………………..
5. When do you consume honey?
[i] At breakfast ž
[ii] With snacks ž
[iii] With friends ž
[iv] When you want to have something for fun ž
[v] Whenever you feel like having something sweet ž
[vi] Along with lunch/ dinner ž
6. How many times do you take honey in a day?
[i] Once ž [ii] Twice ž
[iii] Thrice ž [iv] Any other
71
7. Which free gift/ gifts would you like to have with Dabur honey?
[i] Snakes And Ladders ž [ii] Sketch Pens ž
[iii] Chess ž
8. Have you seen any advertisement of honey on television?
[i] Yes ž [ii] No
ž
9. If yes (in question six), which advertisements?
………………………………..………………………………..
……………………………………………………………………………
10. Which T.V. Channels?
[i] Sony ž [ii] Star Plus ž
[iii] Zee Network ž [iv] Cartoon Network ž
[v] Doordarshan ž [vi] Any other
11. Have you decided to purchase Dabur honey after watching the advertisement?
[i] Yes ž [ii] No
ž
12. Who encourage you to take Dabur honey?
[i] T.V. ž [ii] Friends ž
[iii] Family ž [iv] Any other ž
72
QUESTIONNAIRE (MOTHERS)
1. PERSONAL DETAILS
Name: ____________________________________________
Address/Tel: _______________________________________
Age: _____________________________________________
Occupation:________________________________________
Income:-
(i) Below - Rs. 5,000 ž
(ii ) Rs. 5,000 - Rs. 10,000 ž
(iii ) Rs. 10,000 - Rs. 15,000 ž
(vi ) Rs. 15.000 & above ž
2. From the following which items do you consume?
(i) Jam ž (ii) Ketchups ž
(iii) Honey ž (iv) Cheese ž
(v) Butter ž (vi) Chips ž
(vii) Cold drinks ž (viii) Any other (specify)…………
3. Who consumes honey the most?
(i) Children ž (ii) Yourself ž
(iii) Husband ž (iv) Family ž
(v) Any other (specify) ………………………………………….
4. How do kids consume honey?
(i) Honey plain ž (ii) With toast/Bread ž
(i) With Milk (iv) With Ice-cream ž
(v) With Biscuits ž (vi) With Nibu Pani ž
(vii) With Parathas/Roti ž (viii) Any Other (Specify)…………
73
5. How do adults consume honey?
(i) Honey plain ž (ii) With toast/Bread ž
(iii ) With Milk (iv) With Ice-cream ž
(v) With Biscuits ž (vi) With Nibu Pani ž
(vii) With Parathas/Roti (viii) Any Other
ž
6. When do you take honey?
(i) At breakfast ž
(ii) Any times of the day as a snacks ž
(iii) As when need arise ž
(iv) Any other (specify) ž
7. Why do kids consume honey?
(i) Taste ž (ii) Health ž
(iii) Both (i) & (ii) ž (iv) Any other (specify)………
8. Why do adults consume honey?
(i) Taste ž (ii) Health ž
(iii) Both ž (iv) Any other (specify)……………
9. When do you usually decide your purchase of honey?
(i) As on when need arises ž
(ii) With monthly grocery list ž
(iii) Any other ( specify)………………………………………
10. In which season do you purchase honey mostly?
(i) Winter ž (ii) Summer ž
(iii) Rainy season ž (iv) Whole year ž
11. Do you buy ………………………………………………… ?
(i) Branded ž (ii) Unbranded ž
(iii) Local Brand ž (iv) Any other Specify)…………...
12. Which brand comes to your Mind first when you heard of the word "Honey"?
(i) Dabur ž (ii) Zandu ž
(iii) Himani ž (iv) Any other Specify)…………...
74
13. Which brand do you consume?
(i) Dabur ž (ii) Zandu ž
(iii) Himani ž (iv) Any other (Specify)………
14. If answer is (a) in Q. fifteen what do you like the most?
(i) Purity ž (ii) Quality ž
(iii) Price ž (iv) Easy availability ž
(v) Packsize ž (vi) Packaging ž
(vii ) Brand name ž (viii) Free gifts ž
(ix) Any other (Specify) ……………………………
15. Which packsize do you normally purchase?
(i) 50 gms. ž (ii) 100 gms. ž
(iii) 200 gms. ž (iv) 500 gms. ž
(v ) Any other (specify) ………………………………………
16. From where do you buy Dabur honey generally?
(i) Medical store ž (ii) General store ž
(iii) Departmental store ž (iv) Any other (Specify)……
17. Who influence the buying decision?
(i) Children ž (ii) Friends ž
(iii) Family ž (iv) Any other (specify)…………
18. What is your monthly consumption of Dabur honey?
……………………………..……………………………..…
19. Your level of satisfaction:-
(i) Very good ž (ii) Good ž
(iii ) Satisfy ž (iv) Any other (Specify)…………
20. Your Suggestions:
…………………………………….……………………………………….
……………………………………….……………………………………….
…………………………………………………………………………
75
QUESTIONNAIRE (RETAILERS)
1. Do you keep honey?
[i] Yes ž [ii] No ž
2. Which brands do you have?
[i] Dabur ž [ii] Himani ž
[iii] Zandu ž [iv] Any other (specify)…………
3. Which brand do you sale mostly?
[i] Dabur ž [ii] Himani ž
[iii] Zandu ž [iv] Any other [specify] …………
4. Do customers ask for simply honey or branded honey?
[i] Yes ž [ii] No ž
5. Which brands do customer generally ask for?
[i] Dabur ž [ii] Himani ž
[iii] Zandu ž [iv] Any other [specify]……………
6. (If answer is one in question five) which pack sizes of Dabur honey do you have?
[i] 50 gms. ž [ii] 100 gms. ž
[iii] 200 gms. ž [iv] 500 gms. ž
[v] Any other (specify) …………………………………………….
7. Which packsizes do you sale mostly?
[i] 50 gms. ž [ii] 100 gms. ž
[iii] 200 gms. ž [iv] 500 gms. ž
[v] Any other (specify) …………………………………………
8. Do you think that do children demand Dabur honey mostly?
……………………………………………………………………………
76
9. What factors influence customers to buy Dabur Honey?
[i] Purity ž [ii] Quality ž
[iii] Price ž [iv] Easy availability
[v] Advertisement [vi] Packaging ž
[vii] Brand name ž [viii] Free gifts
10. Do you think that the gifts/ schemes provided with the brand are attractive?
[i] Yes ž [ii] No
[iii] Can Not Say
11. Do customers purchase honey after seeing various brands?
[i] Yes ž [ii] No ž
12. What do you think that more consumption of Dabur Honey depends upon season also? If
Yes?
[i] Winter ž [ii] Summer ž
[iii] Rainy Season ž [iv] Any other (specify) …………
13. What is your monthly sale of honey?
[i] In gms. ž [ii] In kgs. ž
14. Are you satisfied with your margin provided by Dabur?
[i] Yes ž [ii] No ž
15. How is your relation with distributors?
[i] Very Good ž [ii] Good ž
[iii] Satisfy ž [iv] Any other (specify) …………..
16. Yours Suggestions: -
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77
