Brand loyalty among consumption of pickle in tamil nadu

International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 –

6510(Online), Volume 2, Number 1, Jan- April (2011), © IAEME

134

BRAND LOYALTY AMONG CONSUMPTION OF PICKLE IN TAMIL NADU

Dr.L.VIJAY* & B.JAYACHITRA**

* Prof & Head, Dept of Management Science, S A Engineering College, Chennai – 77,

9791112070, [email protected]

** PhD Research Scholar, Dravidian University & Associate Professor, Dept of

Management Studies, Vels Srinivasa College of Engg & Tech, Chennai -103,

9944666389, [email protected]

ABSTRACT

The Study entitled “To Determine the Brand Loyalty among Consumption of Pickle in

Tamilnadu” as an objective of the study to identify the usage level of pickle user, in-

depth analysis of the various options about the Taste, Spiciness and other factor and

interpret the monthly income level of the customer and their average purchase and offer

suggestion. The major limitation was most of the respondents are not willing to respond

and the sample size is also small, so we cannot expect credible result A questionnaire was

set containing appropriate question and survey was made on 211 respondents and a

method of convenient sampling was adopted. The primary objective of this study is to

understand the effectiveness of sampling as technique for increasing trials for the

Chinni’s pickle. This project work reveals some interesting facts which may me taken up

by the organization for further improvement in the production of the CHINNI’S pickle.

The questions were based on multifarious criteria which can get the exact details required

for the project from the respondents.

Key words

Brand Loyalty, Consumption, FMCG, Pickle

INTERNATIONAL JOURNAL OF

MANAGEMENT (IJM)

ISSN 0976 – 6502(Print), ISSN 0976 – 6510(Online)

Volume 2, Number 1, Jan- April (2011), pp. 134-141

© IAEME, http://www.iaeme.com/ijm.html

I J M

© I A E M E



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1.0 INTRODUCTION

FMCG industry alternatively called as CPG (Consumer packaged goods) industry

primarily deals with the production, distribution and marketing of consumer packaged

goods. The Fast Moving Consumer Goods (FMCG) is those consumables which are

normally consumed by the consumers at a regular interval. Some of the prime activities

of FMCG industry are selling, marketing, financing, purchasing, etc. The industry also

engaged in operations, supply chain, production and general management.

1.1 IDENTIFIED PROBLEM

Pickle today has around 23% market share in pickle market and is the largest selling

pickle in south India. Other players being Achi, Ravi etc. The main problem is that the

consumers are less aware about Ruchi and Chinni’s its features. Also it is needed for the

company to capture the remaining market by overcome its competitors. Therefore the

organization has decided to increase the consumption of the pickles among consumers.

1.2 LITERATURE SURVEY

Buying something already bought. Repurchasing is the second purchase as well as the

further times the consumer keep buying. It's a key decision of consumer, in which

experience, satisfaction, memory and self-given inner orders all play important roles.

From repeat purchase, firms expect large sales sustained over time, confirmation of the

quality of their goods, brand loyalty. In new markets, a large share of sales is represented

by consumer buying for the first time. Over time, however, they become to repurchase, so

that at the end, on mature markets, repurchases dominate sales.

1.2.1 Determinants

Repurchase can occur out of eight reasons. A consumer having experienced satisfactory

outcomes with a good, having memorized this fact, can give to itself the inner order of

repurchasing and, when contingencies will be adequate, will repeat the act of buying so to

have the possibility of fulfilling its needs again. If the experience is negative, a disgusted

consumer will think "Never again!" and will avoid, if not compelled, the repurchase.

2.0 OBJECTIVES OF THE STUDY

The Primary Objective is to study the usage pattern and customer perception toward

pickle. And other Secondary objectives are 1) To find out the usage of pickle in house

made or branded, 2) To find out the brand awareness in pickle, 3) To know the variant



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used in pickle, 4) To know the availability of pickle in the market, 5) To rank the various

factor influencing in pickle, 6) To know the Frequency Purchase of pickle, 7) To find out

the brand advertisement in the pickle.

2.1 SCOPE OF THE STUDY

This research was mainly done to understand the Sampling as an effective technique for

increasing trials for the Chinni’s brand. It also tried to bring out the categories of

customers and the brands / Variants of Pickle they are using. The outcome of this survey

can be used for understanding the usage and attitude level of Chinni’s in respect to

various pickles and offers a better service to their customers. The survey was conducted

by preparing questionnaire and giving it to the over all customers in Trichy and Ramnad

area. So the scope of the study is confined to all the customers in Trichy, and Ramnad.

The study can be extended to the customers of the company in other cities.

3.0 RESEARCH METHODOLOGY

Descriptive Research Design

The research design undertaken by the researcher is Descriptive Research Design. This

analysis was done by a way of questionnaires with the question being multiple choices

very satisfied/less satisfied. The customers personally filled all questionnaires.

3.1 Reasons for Selecting Descriptive Research Design

Descriptive research clearly defines what the researcher wants to measure and to set up

appropriate and specific means for measuring it.

3.2 Data Collection Method

Primary data are obtained by a study specifically designed to fulfill the data needs of a

problem at hand. Such data are original in character and collected with the help of

‘Questionnaire”

3.3 TARGET RESPONDENTS

The Sample Size of this research is 211 and all those respondents are users of Achi, Ravi

etc

3.4 ASSUMPTIONS, CONSTRAINTS AND LIMITATIONS

It is assumed that the respondents will give their true opinions. The survey was conducted

among 211 sample numbers within the limit of Trichy, Ramnad area. Most of

respondents were not answered properly. Because of time constraint the number of



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respondents has been restricted too 211. As the project is based on survey the

respondent’s opinion might have been biased.

3.5 PROPOSED SAMPLING METHODS

Convenience Sampling

It is a non-probability sampling method, in which sample are drawn at convenience of

the researcher (or) the interviewer.

Reason for using Convenience Sampling

Convenience Sampling allows respondents to be interviewed in a relatively short time

convenience sampling is used in the early stages i.e., during scale measurements and pre

testing activities.

3.6 TOOLS FOR ANALYSIS

A device that helps in collecting, summarizing, and analyzing numerical data. Bar charts

are examples of statistical tools. Simple Percentage Analysis, Weighted Average Method

& Chi-Square Test.

4.1 Weighted Average method satisfactory levels towards factor

Factor Highly

Satisfied Satisfied

Neither

Satisfied/

Dissatisfied

Dissatisfied Highly

Satisfied

Taste 100 50 26 24 11

Color 101 50 29 20 11

Spiciness 99 51 28 21 12

Saltiness 100 52 27 22 11

Oil 101 50 29 20 10

X W1 XW1 W2 XW2 W3 XW3 W4 XW4 W5 XW5

5 100 500 101 505 99 495 100 500 101 505

4 50 200 50 200 51 204 52 208 50 200

3 26 78 30 90 28 84 27 81 29 87

2 24 48 20 40 21 22 22 44 20 40

1 11 11 10 10 12 12 10 10 10 10

Total 211 837 211 845 211 817 211 843 211 842



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∑WX/∑W Average

I 837/211 3.966825

II 845/211 4.004739

III 817/211 3.872038

IV 843/211 3.995261

V 842/211 3.990521

Based on the rating for each attribute, the remark based on the average as shown in the table below:

ATIRIBUTE AVERAGE

Taste 3.966

Color 4.004

Spiciness 3.872

Saltiness 3.995

Oil 3.990

From the above table the following ratings can be arrived

4.2 Chi-Square Test on Significant difference between Monthly income and

Frequency Purchase

Null Hypothesis (H0) There is no evidence of a significant relation between Monthly

Income and Frequency Purchase.

Alternative Hypothesis (H1) There is evidence of a significant relation between Monthly

Income and Frequency Purchase.

ATIRIBUTE AVERAGE

Taste Highly Satisfied

Color Dissatisfied

Spiciness Highly Dissatisfied

Saltiness satisfied

Oil Neither Satisfied/Dissatisfied



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χ2 =

E (O-E) s2 / E = 27.83

Degree of freedom = (c-1) (r-1) = (3-1) (3-1) = 4

Table value of χ2

for 4df at 5% level = 9.488

Inference

Since the calculated value of χ2

>the table value of χ2, Ho is rejected. Therefore it is

concluded that there is a significant relation between the customers’ monthly income and

their frequency purchase of the pickle.

4.3 Chi-Square Test on Significant difference between Occupation and Frequency

Purchase

Null Hypothesis (H0) There is no evidence of a significant relation between Occupation

and Frequency Purchase

Alternative Hypothesis (H1) There is evidence of a significant relation between

Occupation and Frequency Purchase

O

E O-E (O-E) 2 (O-E) 2 / E

57

46 11 121 2.63

18

17 1 1 0.06

11

23 -12 144 6.26

66

63 3 9 0.14

11

23 -12 144 6.26

39

31 8 64 2.06

39

53 -14 196 3.70

30

19 11 121 6.37

29

26 3 9 0.35

27.83



140

O

E O-E (O-E) 2 (O-E) 2 / E

46 39 7 49 1.26

11 21 -10 100 4.76

96 90 6 36 0.40

9 11 -2 4 0.36

12 14 -2 4 0.29

22 8 14 196 24.50

20 33 -13 169 5.12

5 4 1 1 0.25

15 19 -4 16 0.84

6 10 -4 16 1.60

51 44 7 49 1.11

7 6 1 1 0.17

40.66

χ2 =

E (O-E) s2 / E = 40.66

Degree of freedom = (c-1) (r-1) = (3-1) (4-1) = 6

Table value of χ2

for 6df at 5% level = 12.592

Inference

Since the calculated value of χ2

> the table value of χ

2, Ho is rejected. Therefore it is

concluded that there is a significant relation between the customers’ Occupation and their

frequency purchase of the pickle.

5.0 CONCLUSION

1 From the age group of twenties we are target then it will improve the market. 2.They

should improve the quality and taste toward home made so that acquires the home maker.

3 They use push type market strategy by introducing campaign and offers to retailer to

customers. 4. Customers think that the variety that pickles it should use for other kind of

dishes. 5. This combination of mixing of two or more (like tomato/garlic) for others also

it would prefer. 6. To minimize of cost of production, we go for the packet and also make

the product as fresh to the market. 7. To concentrate on packing section to tearing the

packet.



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REFERENCE

1 .Philip kotler “Marketing Management “Prentice Hall of India Pvt.Ltd (The Millennium

Edition), pp 10-60 2001,

2. SP Gupta “Business Statistics “Sultan Chand & Sons (12th

Edition), pp. 32-89 2001,

3. C R Kothari—Research Methodology—New age International Publishers—(Second

Edition), pp. 60-90 2000

4 Richard I Levin, David S Rubin—Statistics for Management—(Seventh Edition), pp

221-319 Oct 2001

5. http://www.cavinkare.com

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Brand loyalty among consumption of pickle in tamil nadu