organization study of kerafed

A study on Market Potential demand of coconut oil

INTRODUCTION

This project is concerned with the study of the market potential of

coconut oil. This project work is carried out in KERAFED, a public sector

company engaged in the production of coconut oil

Market potential of coconut oil means the maximum possible sales of

coconut oil in the market. The study is an attempt to analyze the market

potential of coconut oil. This study helps to know about the existing market

demand of coconut oil. The study is done to known the various brands of

coconuts oil used by the respondents. This is used to analyze the market

potential of coconut oil. This may help in the marketing and production of

good quality coconut oil of KERAFED LTD. This particular company is

selected for the study because it is a growing company.

1.1 STATEMENT OF THE PROBLEM

Indian coconut oil industry is witnessing a sea change over the last

few years. After the opening up of Indian coconut oil industry, the

competition the market is on high ends. The single most consequence was

the emergence of private sector companies. At this backdrop, it becomes

University Institute of Technology , Kollam 1


relevant to study the market potential of KERA oil products in the Kerala

market.

1.2 OBJECTIVES OF THE STUDY

Primary objective

The primary objective is found out market potential of various coconut oil

brands and feedback on the product.

Secondary objective

1. To ascertain the brand preference of coconut oil

2. To collect opinion from various respondents about the quality of

coconut oil manufactured by KERAFED

3. To collect opinion about the pricing of coconut oil.

4. To examine the factors influencing consumer choice

1.3. SCOPE OF THE STUDY

This study helps to ascertain the present market position of the

company and help the company in its efforts of creating demand of the

product. This study helps to collect information about the preference of

respondents and factors which makes them to choose the brand, and the

Company can concentrate more on these factors to increase the brand image.



The company can formulate a price policy by taking into consideration the

opinion of the respondents about the current price.



RESEARCH METHODOLOGY

Research methodology is a process by which the researcher can solve

the research problem systematically. It may be understood as a science of

study how research is done scientifically. A detailed discussion was carried

over with the methodology as part of study market potential of coconut oil.

In this unit the research discussed about the research design, researched

approach, and research instrument and research period.

a) Research design

Research design is a framework that helps in the collection and

analysis of data.

The research chooses for this study is design was used to compare

extensively the different brands of coconut oil available in the market.

b) Research Approach

The survey is conducted with the help of questionnaire for data collection.

C) Research Instrument

The research instrument use for the study is questionnaire. There are

open end and closed end questions.

d) Research Period

The duration of the study was from 08-11-2011 to -07-12-2011



1.5. DATA SOURCE

The data sources used for this study through data collection of primary

and secondary data.

PRIMARY SOURCE

Primary source are those, which are collected afresh and for the first

time, and this happened to be original in character. The data for this study is

collected through survey among peoples in two districts.

SECONDARY SOURCE

It includes those data, which are collected for some earlier work and

are applied or usable in the study. In this study the research has presently

undertaken. The data for collected from the secondary sources are previous

researches, company catalogues, Internet sites, company profile etc.

1.6 SAMPLE DESIGN

a) Sample unit

Sample unit is the element or elements available for selection at some

stages of sample process i.e. a decision has to be taken concerning a

sampling unit before selecting a sample unit may be geographical one such

as state, districts, villages etc. In this research it is considered coconut oil

users from two different districts of Kerala.



b) Sample Size

The sample size is 100 respondents from two districts.

c) Sampling Procedure

In the sampling procedure the research must decide the type of sample

that is the researcher must decide about the techniques to be need in

selecting the item for sampling. Simple random sampling procedure, the

simplest probability sample procedures, is utilized by 90% of businesses.

The technique is preferred because it is a compute objective method for

sampling a population and statistically it is sounder. The probability

procedure also provides more accurate result.

1.7. LIMITATIONS OF THIS STUDY

This study was conducted only in two districts of Kerala owing to time

and cost.

1. Among all respondents surveyed some of the respondents were not

willing to give the details of the product.

2. The opinion of the respondents may or may not be biased.



1.8 CHAPTER SCHEME

The introduction chapter includes statement of problem, objectives of

study, research methodology, data sources, sample unit, sample size,

sampling procedure, and the limitations of the study.

The second chapter consists of industry profile, this help to understand

about the current of the product in world, our country and state.

The third chapter consists of company profile that helps to understand

about the company Kerafed Ltd.

The fourth chapter consists of data analysis and interpretation, analyze

and interpret the data collected from various respondents.

The fifth chapter consists of findings, which provide the result of the

analysis of collected data, and we understood about by interpreting the data.



PROFILE

2.1 INDUSTRY PROFILE

1) GLOBAL SCENARIO

When we talk about industry, we refer to a vast network of different

enterprises making goods providing service for the community. Many large

business houses are producing coconut oil in the world wide. More than

eighty percentage of ten million hectares are under coconut cultivation in the

world is in South and South East Asia .

In showing the country wise area and production of coconut in

different coconut growing countries of the world. It is noted Philippines is

the leading followed by Indonesia and India. These countries account for

eighty percentage of the total area and production under coconut. Available

information shows that India is the third largest coconut producing country

in the world with an area of 1.2 millions hectares, the producing of coconut

oil in India places at around 6.9 millions. Bulks of production are Kerala,

followed by Kama taka, Tamilnadu and Andrapradesh .

Among the coconut growing states in the country Kerala, Kama taka,

Tamilnadu and Andrapradesh together account for more than ninety

percentage of the total area. The socio-economic development of Kerala is



much for 9.29% of other total income and 26.2% of the total agricultural

income of the state. About the million people depend directly or indirectly

on account cultivation and industry lively hood. During the year 1950-51,

Kerala contributed 65% of India’s total coconut production. But over the

years, its share in the total national output has been declining fast. In 1995-

96 through India’s coconut production touched 136968 million, Kerala

contributed only 40% of this total output. In Kerala there are many coconut

oil extraction industries throughout the state. Edible oil sector has been one

of those commodity sectors that have been in news through out the year. In

fact every now and then the industry has been pleading the government for

protection from cheap imports. The recent duty hike is third such hike in a

year. Every time the duty hike has been concurrent with excess production

and drop in prices of palm oil in the international market thus making and

hike ineffective. Presently Malaysia is the largest producer of CPO (Crude

Palm Oil) in the world followed by Indonesia, while India is largest importer

of edible oil. These two leading palm oil exporters have designed their

export duty structure such that they could retain the Indian market. As India

has following duty structure for edible oil.



2) NATION SCENARIO

Looking back at the history of Indian edible oil industry we find that

we had set a target of achieving self-sufficiency in edible oil and launched

Golden Revolution with much fan fare in 1992-93

But soon after that the countries imports started rising and soon India

became the largest importer of edible oil. From a near self-sufficiency level

of 97% in 1992-93 we have fallen to 55% level last year. Our oil imports

have been constantly increasing since 1992-93.

Some of the main reason has been increase in edible oil consumption,

stagnating oil seeds production and falling international prices. In addition

to this the differential duty structure in favor of refined oil led to an upsurge

in edible oil imports. When the Golden revolution was launched many oil

solvent extractors set up the extraction units as they saw huge potential the

market. But with oil seeds production not catching up with the demand plus

lower per hectare yield of just 850kgs compared to the world average of

1600 Kg s of oil seeds, made the country resort to external sources.

Presently the country has more than 15000 oilseeds crushing units

more than 600 solvent extractors, more than 400 vegetable oil refiners and

more than 190 Vanaspati oil units. All these are working at below 40%

capacity utilization. With such a low capacity utilization the solvent

extraction industry is in doldrums, many of these unites have already shut

down.



The country has been importing mainly from Indonesia and Malaysia.

It started with refined oil, RBD oil as there was need to meet the demand

supply gap. But the imports were so cheap that imports crossed many times

the gap and this lead to the current plight of the solvent extraction industry.

Moreover all these imports led to increase consumption of palm oil its

derivatives, while other oil seeds and oil’s consumption is declining. Most

affected are Soya bean, cottonseed, rice bran, rapeseed etc.

Their demand has not grown in recent years due to these cheap

imports. This is harming oil seed farmers, as they are not able to see these in

the market due to lower realizations. Many have already shifted other crops

and many are planning to do so in the near future.

If these imports continue the oilseed industry is likely to die very

soon. Taking into consideration all these factors plus seemingly a selfish

motive of increase its customs collection, the government has been taking

these duty hikes from time to time. But every time the hikes are more than

offset by drop in international prices.

3) STATE SCENARIO

Available information shows that India is the third largest coconut

producing country in the world with an area of 1.2 millions hectares, the

production are from Kerala, followed by Karnataka, Thailand and

Andrapradesh.



Among the coconut growing states in the country Kerala, Karnataka,

Tamilnadu and Andrapradesh together account for more than ninety

percentage of the total area. The socio-economic development of Kerala is

much dependent on the fortunes of coconut crops. Coconut account for

9.29% of other total income and 26.2% of the total agriculture income of the

state.

During the year 1950-51, Kerala contributed 65% of India’s total

coconut production. But over the years, its share big the total national

output. In Kerala there are many coconut oil extraction industries

throughout the state. Edible oil sector has been one of these commodity

sectors that have been in news through out the year. In fact every now and

then the industry has been pleading the government for protection from

cheap imports.



2.2 COMPANY PROFILE

The Kerala karshaka sahakarana federation limited(KERALFED)

registered in the year 1987as an Apex body in co operative sector is to

implement as integrated coconut production, procurement, processing and

marketing projects, founded by European Economic Community with a

financial component contributed by the state govt. of Kerala.

The primary objective of KERAFED is to organize coconut grower’s

b bringing them under the co-operative umbrella and to provide them with

supplies and services to augment their income base by increased productivity

and value addition. This is proposed to be achieved through an integrated

system of production, procurement, storage, processing, product

diversification and marketing of coconut and coconut products and

acceptable to consumes on a sustained basis. On the production enhancement

side KERAFED co-ordinate and carries out extension activities such as

laying out demonstration forms, farmers training of officials, exhibition,

seminars, distribution of leaflets and bulletins and ensure supply of

production input.

At present about 50% of the milling copra produced in Kerala is

diverted for milling to units in Bombay, Calcutta and Tamil Nadu. UP

country millers there for decide the price of copra and coconut in Kerala.

Thus the coconut farmers, majority of them small and marginal in Kerala are



reeling under the strangle of hold of powerful up country trade cartels that

consistently manipulated market condition and dictate price trades to their

advantage. To overcome this KERAFED aims to procurement of 50 to 60%

of total coconut/ copra produced in the state which will be produced at its

own processing units are marketed. This along with product diversifications

activities will enable KERAFED to become the price setter of coconut and

coconut products in the company.

All of the activates on production enhancement, procurement and

marketing of coconut/ copra from producers are proposed to be carried out

through 900 selected primary agriculture credits. Co-operative societies

which from the grass root level functionaries of KERAFED. Co-operative

Development services from an integral part of the activities of the federation,

Education of co-operative personnel, assistance for processing, storage and

management alone the strengthening of share capitals base to augment

trading capability are some of the co-operative development activities.

For effecting functioning the state standard divided into three regions.

The southern region consists of the revenue districts. Trivandrum, Kollam,

Pathanamthitta and Alappuzha. The northern region consists of Malappuram,

Kozhikkode, wayanad, kannur, Idukki, Eranakulam, Thrissur and palakkad

district. 300 primary agricultural credit co-operative societies in each region

are made members of the federation to undertake production, procurement

and marketing activities at the farmer’s level.



For processing and product diversification, each region will have

one processing plant with processing capacity of 200 tonnes of copra per

day. The processing plant in the central region will have, beside a solvent

extraction units and vegetable oil refinery.

Vision & mission

Motto

Enlistment of coconut farmers.

Providing healthy coconut oil to consumers

Vision

Being the leader of best quality coconut oil. It has a vision to provide

best value to the coconut farmer’s healthy oil to the consumers.

Mission

Being No.1 producer of best quality coconut oil. It aims the following

areas.

Business

Customer relation

Innovation

Social sector

Business leadership

Attain rapid growth with cost consciousness both in copra & coconut

oil.



Consumer focus

Focus on quality customer delight at all time.

Innovation

Research on quality customer delight at all time.

Social sector initiatives

It is the leading social organization with commitment to the farmers

as well as consumers.

THE OBJECTIVES OF KERAFED

To reduce edible oil imports.

To provide an impulse effect on internal production of coconut.

To develop the agricultural potential of Kerala state.

To strengthen the co-operative movement.

To secure the marketing of coconut and its by-products. Thereby

assuring economic prices to the growers.

To establish and manage infrastructure facility for production and

supply of inputs and processing, manufacturing and marketing of

products and by products of coconut palm.

To undertake research and development activities on production,

processing and marketing.



Market share

Kera is proud to be patronized by millions as the tastiest of all cooking

mediums and the most ideas hair oil. Truly the colour of gold and smell of

yore, kera enjoys an undisputed plurality of the market share in Kerala-a-feat

achieved by ultimate customer satisfaction. A permanent place in the hearts

of housewives, chefs and good looking Indians.

Farmer Friendly Organization

For over 29lakh coconut farmers in the state, kerafed has been a

beacon although, offering them attractive support prices for coconut and

copra during unfavorable market condition. Procuring copra under the price

support scheme on behalf of NAFED, Government of India and rendering

value added services to enhance their earnings through improved

productivity, and by assisting them in production and procurement. Apart

from these, the federation organizes periodic extension activities to help

farmers, like publication farms, training campus, exhibitions, seminars and

publication and distribution of bulletins and literature on coconut farming.

Also kerafed reimburses the expenses for establishing copra driers, through

the primary agricultural co-operative societies.



HOW KERAFED FUNCTIONS

For effective and efficiently carrying out the administrative and

operational practice on a day by day basis, Kerafed sees its state of abode as

three –Northern, central and Southern regions. Each region has around 300

primary agricultural credit co-operative societies functioning and marketing

initiative.

Plans for Expansion and Growth

Not resting on the laurels, the thought process is already at work at

Kerafed. How to grow future and expand and diversify and….. Plans are

afoot to enter into the field of producing highly demanded coconut related

products like desiccated coconut, coconut creams, bottled tender coconut

water, coconut milk and confectionery substances, cosmetics like herbal hair

oil; activated charcoals, shell charcoal and shell powder for industrial use;

and coir board and coir pith. The good will of kerafed through kera, it is

hoped can be thus employed to conjure never domains. Also in offing are

plans for setting up a solvent extraction unit an oil refinery in the southern

region.



PRODUCT PROFILE

Kerafed is the single largest procurer of coconut /copra

produced in Kerala .A massive daily effort undertaken at the door

steps of the farmers and involving primary agricultural co-

operative societies , spread all over the state .This direct interaction

eliminating middlemen result in the entire benefits being accrued to the

farmers . And only the very best of the raw material thus sourced goes

into the making of KERA.

The products which are mainly produced in kerafed are:

1. Kera Oil

The oil is packed in a number of tins, cans and bottles .

a. 15kg tin

b. 5 kg can

c. 1 liter PET (poly ekylene teri-thalate)bottle

d. 1 Liter pouch

e. 500ml PET bottle

f. 500ml pouch



2. Kera Gold

This oil is mainly exported in the foreign countries like Dubai .This is

specially processed oil from selected cups of copra which has got below 0.5

FFA(Free Fatty Acid).This is the one factor why it is been exported

3. Kera Kesh

This product is hair oil which is produced by mixing Kera coconut oil

with selected herbal extracts.

Out of the these products Kera oil is the only product that is been

continuously produced .The customers demand for this product is also high.

4. Kera popular and Agmark

These are to important products of Kerafed. Kera agmark’s can be get in

one litter packs and Kera –popular is available 500ml, 5kg, 1000ml pochers

5. Copra Cause

This is the cake from the oil extraction process .The sale of a cake is

made when the stock reaches at a particular level. The sale is made to a

person who quotes highest price .This is sold in sacks \ bags .



COMPETITORS

The main competitors of Kerafed are KPL Shudhi, KLF Nirmal,

Parachute, Shalimar, TATA products etc.

KPL shudhi

Started in 1941, KPL Oil Mill has a rich tradition in the coconut oil

production and marketing in the country. Always striving hard to maintain

high quality standard in the industry, KPL products undergo strict

verification process before it reaches the end consumers. KPL Oil Mill

captured the coconut oil market with its longstanding brand named KPL

shudhi Coconut Oil and has ever since introduced innovative products in the

market using state -of-art manufacturing facilities .

The company has introduced diverse products in the market like KPL

shudhi gingelly Oil KPL shudhi plus ,KPL shudhi gingelly Oil , KPL

coconut oil milk powder .KPL products have presence in diverse markets in

the country like Kerala , Tamilnadu , karnadaka ,Mumbai ,Delhi and so on.

KLF Nirmal

With a history of more than 60 years in the edible oil industry ,Nirmal

is among the top selling brands of coconut oil in the country .Adhering to the

highest quality parameters from copra procurement through processing to

packaging, Nirmal is synonymous with what’s pure ,whole some and healthy

in edible Oils. With a state-of –the –art extraction and packaging plant

located at Iringalikuda in Thrissur District of Kerala, Nirmal produces high

grade coconut oil and sesame (Gingelly) Oil.



Parachute

Manufactured by Marico Industries Limited ,Bombay has a good

market share in the coconut oil business in India .The annual turn over of

the company is high .In northern states sales is higher when compared to the

southern states .

Shalimar Coconut Oil

Shalimar chemical works Limited was incorporated in may 17 1945 as

private ltd company and in present days it is one of the leading FMCG

organizations in India having range of brands like Shalimar’s coconut oil ,

Shalimar’s chief spices , Shalimar’s mustard oil , Shalimar’s popular

coconut oil etc.

The organization has expanded its sales network all over India through

its sales branches and developed a legend of its quality standard.

Nihar

Nihar was launched in 1950‘s as Tata oil, a product of the Tata oil

mills company Ltd. Nihar coconut oil is a brand of pure coconut oil that has

used the platform of purity to become the market leader in the eastern region.

The brand is particularly strong in the states of Bihar and Jharkhand. Nihar

coconut oil speaks to young mothers whose lives revolve around their

families. Aware and educated, they take great pride in shouldering their

family responsibilities, and want to buy only the best for their family.



Figure 2.1

ORGANIZATION CHART


Managing Director

PlantManager

Administrative

Officer

ManagerCDS

FinanceManager

MarketingManager

Director project

AssistantManager

AssistantManager

Confidentialassistant

JuniorManager

JuniorManager

Accountant

Area salesManager

StaffStaff

Cashier

Staff

Asst.Manager

(Mechanical &Production

JuniorMangers(QualityControl)

Shift-inCharge(mill)

Supervisor(ProductionMaterial)

SupervisorLab

Shift-inCharge(filling

)

Clerks

Fieldstaff

Salesofficer

Supervisor(Maintenanc

e)

Workers

Technicians

GodownPackingMaterial

assistant

Supervisor( Filling)

Supervisor(Mill) Operator

Analyst


DEPARTMENT

KERAFED as whole has got the following departments

Production department

Marketing department

Quality control department

Finance department

Administrative department

Production Department

The actual production of oil takes place only in Karunagappally oil

complexes. This production function is controlled by the plant manager and

by the shift manager. The core of the production lies in KERAFED which is

the single largest procurer of coconut / copra produced in Kerala. A massive

daily effort undertaken at the doorsteps of the farmers and involving

agricultural co-operative societies spread all over the state.



Marketing Department

Figure 2.2

STRUCTURE OF MARKETING DEPARTMENT

KERAFED has it all an aggressive marketing strategy, energetic sales team

with an insight into the future, tremendous confidence gained from the past

and reasonable ambitions for an unprecedented innings.

Ahead. Kera is concurrently part of the biggest retail network-CSD,

Ministry of defense oil seed co-operative like Karnataka Oil federation

(kof ) Tamil Nadu Co-operative.


MarketingManager

AssistantManager

JuniorManager

Area salesManager

Salesofficer

Fieldstaff

Clerks


Human Resource Department

Human resource department refers to a set of programs, activities of

functions designed of carried out in order to maximize both employee and

organisational effectiveness. According to Jucius, “human resource refers to

a whole consisting of interrelated, inter-department and integrity

physiological, psychological, and sociological of ethical components’. Thus

human resource represents the quantitative and qualitative measurement of

work force required in an organisation.

The goal of human resource management is to help an organisation to

meet strategic goals by attracting, maintaining employees and also to

manage them effectively. The key word here perhaps it ‘fit’ i.e a HRM

approach seeks to ensure a fit between the management of an organisation’s

employees, and the overall strategic direction of the company.

Human resource management comprises several processes. Together

they are supposed to achieve the above mentioned goal. This process can be

performed in an HR department, but some tasks can also be outsourced or

performed by line managers or other departments



Figure No. 2.3

STRUCTURE

Quality Control Department

Kerafed adheres to quality specification of a global standard

stringently at all stages of production. The extend that only Grade.

I Copra certified by the bureau of Indian Standard (BIS) is set aside

for processing. Kerafed quality control laboratory meet A mark parameters

confirm the purity of Kera. Kerafed employs strict quality control measure to

ensure product superiority and purity.


HRD Manager

Assistant Manager

Clerk

Peon


Finance Department

Kerafed is planning to do cost analysis in the field of procurement

production and marketing. Special drive is made for the maximum

procurement of Copra of goof quality in peak season and when the market

price is lower, so that the more margins are gained. This department aims in

proper management of finance as a resource to result in optimum utilization

of the financial resources of the company.

Functions of Finance Departrment

To ensure prompt payment in terms of

a) Suppliers of equipments, machinery, materials etc.

b) Employees as per wage agreement.

c) Statutory payment like sales tax, income tax, excises duty etc.

2. To receive all income due to company in time

3. To record all transactions as per reluctant Acts, statutes or law ensuing the

Kara’s availability year round is reality. The product of Kerafed the Kera

coconut oil distributes the products to the following area:



MARKET POTENTIAL

Market potential of coconut oil means the maximum possible sales of

coconut oil in the market. The concept of market potential t is defined as the

maximum demand response possible for a given group of customers within a

well defined geographic area for a given product or service over a specified

period of time under well defined competitive environmental conditions.

We will further split up this definition:

1. Market potential is the maximum demand response under certain

assumptions (ultimate demand).

2. Relevant customer for the product and service. It is not merely the

present consumer but also the potential consumer so that maximum

possible demand is achieved

3. The geographic area for which market potential is to be determined

should be well-defined

4. There should be a clear understanding about the product & service for

which the market potential is to be estimated.

5. The time period for which market potential is estimated should be

specific

6. Finally, a clear understanding of environmental & competitive

conditions relevant incase of a particular product or service is also

necessary



It is important to remember that the estimated market potential sets an

upper boundary on the market size and can be expressed in either units

and/or sales.

Market potential consists of the upper limit of total demand which

would theoretically be converged onat (infinite) rise of marketing

expenditures of all relevant providers Estimating the market or market

potential for a new business or business expansion is critical in determining

the economic feasibility of a venture. Estimating the market potential for a

business is critical in evaluating its viability and provides an estimate of the

maximum total sales potential for a given market. Estimating the market

potential will determine if the market is large enough to support your

businesses. Hence we get precise and reliable information in this area after

conducting a market potential analysis

Market Potential Analysis

Understand market potential for a single store, network of

stores or a new market

Deploy resources effectively by ranking markets in priority

order

Forecast total opportunity in terms of number of customers

and revenue potential

Estimate your market share deploy sales and marketing

resources effectively.



ANALYSIS & INTERPRETATIONS

By classification and tabulation, the unwieldy data can be condensed in

to few manageable and purposeful groups and tables so that further analysis,

and interpretation become simple. While analysis, and interpretation of data,

results in observation, analysis, conclusion, induction and deduction.

Analysis of data means critical examination of the data for studying the

characteristics of the object under study and for determining the patterns of

relationships among the variables relating to it using both quantitative and

qualitative methods. An interpretation is the outcome of the analysis in term

of suggestion.

Important statistical tools used in the study are:

1. Tabulation

2. Percentage Analysis

3. Bar Diagram

4. Pie Diagram

Tabulation

Tabulation is an orderly arrangement of data in rows and columns. It is a

method of systematic presentation of data. It is a process between collection

of data and its analysis.

Percentage Analysis



Percentage analysis used to find to the percentage of respondents from

total number of respondents, respondents to each questions.

Bar Diagram

A bar diagram is simple to draw and easy to understand. Bar diagram

consist of a series of bars of equal width. The bar diagram may be either

horizontal or vertical.

Pie Diagram

Pie Diagram are used when the total and their divisions are to be

shows together. The total is shown by means of a circle and the divisions by

the sectors of the circle.



1. Are you a dealer of Kera coconut oil?

Table No. 4.1

DEALERS OF KERA COCONUT OIL

Source: - Primary Data

University Institute of Technology , Kollam

Choice No. of respondent Percentage

Yes 50 100

No 0 0

Total 50 100

33


Figure No: 4 .1

DEALERS OF KERA COCONUT OIL

Yes100%

No0%

Inference: All the respondents were dealers of Kera coconut oil.



2. What is your opinion about the pricing of Kera coconut?

Table No. 4.2

TO KNOW ABOUT PRICING OF KERA COCONUT OIL.

Opinion No. of respondent Percentage

Very high 31 62

Slightly High

17 34

Reasonable 2 4

Slightly Low

0 0

Very Low 0 0

Total 50 100




Figure No: 4 .2

TO KNOW ABOUT PRICING OF KERA COCONUT OIL.

004

34

62

0

10

20

30

40

50

60

70

Very h

igh

Slight

ly High

Reasona

ble

Slight

ly Lo

w

Very L

ow

Opinion

Percentage

Inference: -

It is observed from the above figure that 62 % of the respondents

opined that pricing of Kera is very high, 34 % opined that pricing of Kera is

slightly high.



3. Are you satisfied with selling of the Kera coconut oil?

Table No.4.3

TO KNOW THE SATISFACTION OF DEALERS OF KERA COCONUT OIL.

Opinion No. of Respondent Percentage

Highly Satisfied 5 10

Satisfied 18 36

Nuetral 1 2

Dissatisfied 21 42

Highly Dissatisfied 5 10

Total 50 100




Figure No: 4. 3

TO KNOW THE SATISFACTION OF DEALERS OF KERA COCONUT OIL.

10

42

2

36

10

0

5

10

15

20

25

30

35

40

45

HighlySatisfied

Satisfied Nuetral Dissatisfied Highly Dissatisfied

Opinion

percentage

Inference: -

Majority of the respondents opined that they are not satisfied with

dealing dealing of the kera coconut oil is low. 36 % of the respondents

opined that they are satisfied with dealing of dealing of kera coconut oil.



4. Do you agree suppliers replace the damaged product?

Table No.4.4

TO KNOW REPLACEMENT OF DAMAGED PRODUCT

Opinion No. Of respondent

Percentage

Strongly Agree 13 26

Agree 15 30

Disagree 16 32

Strongly Disagree 6 12

Neither Agree Nor Disagree

0 0

Total 50 100




Figure No.- 4.4

TO KNOW REPLACEMENT OF DAMAGED PRODUCT

0

12

3230

26

0

5

10

15

20

25

30

35

StronglyAgree

Agree Disagree StronglyDisagree

NeitherAgree NorDisagree

Opinion

Perc

enta

ge

Inference :-

It is observed from above figure that 32 % of the respondents

were disagreed that suppliers are not replacing damaged products, 30 %

agreed that suppliers are replacing damaged products.



5. Which company is the main competitor of Kera according to your opinion?

Table No. 4.5

To identify main competitors

Brands No. Of respondent Percentage

Nirmal 17 34

Gold 0 0

Kpl 0 0

Sabari 33 66

Other 0 0

Total 50 100




Figure No: - 4.5

To identify main competitors

34

0 0

66

00

10

20

30

40

50

60

70

Nirmal Gold Kpl Sabari Other

Brands

Per

cent

age

Inference: -

In above figure 4.5, 66 %of the respondents opined that sabari is the

main competitor of kera coconut oil.



6. Do you give promised sales after service to kera coconut oil users?

Table No. 4 6

To know about promised sales after service

Opinion No. Of respondent Percentage

Yes 38 76

No 12 24

Total 50 100




Figure No: - 4 .6

To know about promised sales after service

76

24

Inference:-

It is observed from above figure that 76 % of the respondents

opined that, they were give sales after services to customers.



7. Which is the most selling brand?

Table No. 4.7

To identify most selling brand.

Brands No of Respondents Percentage

Nirmal 6 12

Kera 28 56

Kpl 0 0

Sabari 16 32

Other 0 0

Total 50 100

Source: - Primary data



Figure No: - 4.7

To identify most selling brand.

00

32

56

12

0

10

20

30

40

50

60

Nirmal Kera Kpl Sabari Other

Brands

perc

enta

ge

Inference:-

Majority of the respondents opined that Kera is the most selling brand,

32 % of the respondents opined that Sabari is the most selling brand.



8 In your opinion what is the main reason for increasing sale of kera?

Table No. 4.8

Reason for increasing sale of this brand

Factors No. of respondents Percentage

Best quality 33 66

Fair price 3 6

Attractive commission 5 10

Availability 9 18

Other 0 0

Total 50 100




Figure No: - 4. 8

Reason for increasing sale of this brand

0

18

106

66

0

10

20

30

40

50

60

70

Best quality Fair price Attractivecommission

Availability Other

Factors

Per

cent

age

Inference:-

It is observed from the above figure 4.8 that 66 % of the

respondents opined that best quality is the main reason for increased sales.



18 % opined that availability of Kera coconut oil. 10 % opined that attractive

commission.

9 .do you agree that the advertisement affect the purchase decision of Kera coconut oil?

Table No. 4. 9

Influence of advertisement

Option No of respondents Percentage

Agree 26 52

Strongly agree 13 26

Disagree 11 22

Strongly disagree 0 0

Neither Agree Nor Disagree0 0

Total50 100




Figure No: - 4 .9


00

22

26

52

0

10

20

30

40

50

60

Agree Stronglyagree

Disagree Stronglydisagree

NeitherAgree NorDisagree

Option

Per

cent

age

Inference: -

It is observed from above figure that 52 % of respondents agreed that

advertisement affect the purchase decision of Kera coconut oil.



10. Do you use coconut for consumption?

Table No. 4. 10

Coconut oil users

Features NO. Of respondents Percentage

Yes 150 100

NO 0 0

Total 150 100

Source: - primary data



Figure No: - 4 .10

Coconut oil users

100

0

Inference: -

All the respondents were coconut oil users.



11. Which brand you mostly preferred

Table No 4.10

Most commonly used brand


University Institute of Technology , Kollam

Brands No. Of respondents Percentage

Kera 86 57.33

Sabari 34 22.66

Nirmal 20 13.33

Kpl 10 6.66

Other 0 0

Total 150 100

53


Figure No: - 4 .11

Most commonly used brand

57.33

22.6613.33 6.66

00

10

20

30

40

50

60

70

Kera Sabari Nirmal Kpl Other

Brands

Perc

enta

ge

INFERENCE: -

Kera is the most commonly used brand, 22.66% of the respondents

using SABARI,



12. What is the monthly consumption of Kera coconut oil?

Table No.4.12

Estimated consumption

Opinion No. Of respondents Percentage

Less than 2 Kg 33 22

2 – 3 Kg 21 14

3 – 4 Kg 80 54

4 -5 Kg 12 8

5 above 4 2

Total 150 100


.



Figure No : - 4 .12

Estimated consumption

28

54

14

22

0

10

20

30

40

50

60

Lessthan 2

Kg

2 – 3 Kg 3 – 4 Kg 4 -5 Kg 5 above

Opinion

Per

cent

age

Inference: - Most of the respondents use 3-4 kg and less than 2 kg of

coconut oil per month. Only 14 % respondents consumed 2 -3 kg of the

Products. Approximately 8 % of respondents used 8 % kg per month



13. Do you agree advertisement helps in building brand popularity?

Table No. 4. 13


Opinion NO. Of Respondents Percentage

Agree 88 59.6

Strongly agree 62 41.3

Disagree 0 0

Strongly disagree 0 0

Neither Agree Nor

Disagree

0 0

Total 150 100

Source: -Primary data



Figure No : - 4 .13


000

41.3

59.6

0

10

20

30

40

50

60

70

Agree Stronglyagree

Disagree Stronglydisagree

NeitherAgreeNor

Disagree

Opinion

Per

cent

age

Inference: -

It is observed from the above figure 4.13 that 59 % of respondents agree

that the advertisement helps in building brand popularity and remains 43 %

strongly agreed that advertisement helps in building brand popularity.



14. Do you influence any of the following before making purchase decision?

Table No. 4 .14

Come to know from

Service NO. OF respondents Percentage

Retailer Display 67 44

Printed media 21 14

Well wishers 16 11

TV advertisement 43 29

Other 3 2

Total 150 100




Figure No: - 4 .14

Come to know from

2

29

1114

44

05

101520253035404550

Service

Per

cent

age

Inference:-

Most of the respondents come to know about Kera coconut oil through

retailers display, also TV advertisement play an important role in promotion.



15. State frequency of buying of Kera coconut oil?

Table No. 4 15

Frequency of purchasing Kera coconut oil

Frequency NO. OF respondents Percentage

Regular 123 82

Occasionally 15 10

Seasonal 12 8

Total 150 100




Figure No: - 4 .15

Frequency of purchasing Kera coconut oil

810

82

0102030405060708090

Regular Occasionally Seasonal

Frequency

Per

cent

age

Inference: -

In the above figure 4.15, 82 % of the respondents opined that they

used Kera coconut oil regularly. 10 % of the respondents opined

occasionally.



16. What is the quality perception about the Kera?

Table No.4.16

Quality perception

Opinion NO. Of

respondents

Percentage

Very Good 42 28

Good 97 64

Average 11 7.3

Poor 0 0

Very poor 0 0

Total 150 100




Figure No: - 4 .16

Quality perception

00

7.3

64

28

0

10

20

30

40

50

60

70

VeryGood

Good Average poor VeryPoor

Opinion

Percentage

Inference:-

Majority of respondents agreed that the quality of KERA is good.



17. Why do you depend other brands?

Table No.4 .17

Reason for choosing other brands

Opinion No. Of respondents Percentage

Lack of availability 72 48

Poor satisfaction 18 12

Depend on usage 18 12

Unaffordable price 40 26.5

Other 2 1.3

Total 150 100




Figure No: - 4 .17

Reason for choosing other brands

1.3

26.5

1212

48

0

10

20

30

40

50

60

Lack ofavailability

Poorsatisfaction

Depend onusage

Unaffordableprice

Other

Opinion

Percentage

Inference:-

Majority of the respondents using other brands mainly due to non

availability .26.5 % due to unaffordable price and 13.33 prefer other brand

because of its depend on usage.



FINDINGS

All the respondents were the regular dealer of Kera.

Most of the respondents opined that pricing of Kera coconut oil

is very high.

Majority of the respondents were not satisfied with selling of

Kera coconut oil.

It is found that suppliers were not replacing damaged products.

66 % respondents opined that Sabari is main competitor of Kera

coconut Oil.

It is found that 76 % respondents were gave sales after services

to Kera coconut oil customers.



Most of the respondents opined that Kera is most selling brand.

It is found that 66% of respondents opined that best quality is

the main reason for increasing sales of Kera coconut oil

In this study it is clear that the advertisement play very vital role

on purchase decision of kera coconut oil.

Most of the respondents prefer kera branded products

Majority of the respondents were using 3 – 4 kg and less than 2

kg of the product per month.

Majority of the respondent agreed that advertisement helps in

building brand popularity of Kera.

Most of the respondents come to know about the brand through

retail displays and TV, advertisement also playing an

important role in the promotion of the product.



Most of the respondents buying Kera coconut oil regularly.

Majority of the respondents opined that quality of kera is good

Majority of the respondents opined that lack of availability is

the main reason for purchasing of other brands.



SUGGESTIONS

Most of the respondents were dissatisfied with the exchange of

damaged product. Thus the company must provide facility of

exchange of damaged products.

Most of the respondents were not satisfied with dealing of Kera

coconut oil. Because of they won’t enough profit by selling of Kera

coconut oil. So the company must provide more commission to the

dealers of the kera coconut oil.

Today there is tough competition existing in the coconut oil industry,

Sabari, Nirmal is the leading competitors of KERA. In order to

improve the position it is better to give more discounts, reduction or

any other offers.

The company must take necessary steps to increase the availability of

products.



CONCLUSION

From this study it is observed that KERA coconut oil is apart from

other brand but the respondent have a strong feeling that the KERA over

priced . So the company can make the price more competitive by reducing it.

In order to improve the position it is better to give more discounts,

price reduction or any other offers and the company must ensure the timely

availability of the product. The dealers are not satisfied to sell kera because

of them wont get enough profit by selling of kera coconut oil.

KERA shall be concentrated in advertisement and other promotional

activities, which may help the company to get the top in the market priced.

Today there is a tough competition existing in the coconut oil industry ,

Sabari ,Nirmal, are the leading competitors of kera coconut oil.



BIBLIOGRAPHY

Philip Kotler, Marketing Management,Eleventh EditionPearson

Education, First Indian Reprint, 2003.

Kotler Philip & Armstrong Gary, Principles of Marketing,

Publisher – Pearson Education, Tenth Edition, 2004.

Kothari C.R, Research Methodology – Methods and

Techniques, New Age International Publisher,New Delhi,

Reprint Edition, 2004.

Websites

www.kerafed.com


http://www.kerafed.com/

Documents

organization study of kerafed