ranjit report final

8/7/2019 ranjit report final

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TABLE OF CONTENT

1. Executive summary2. Introduction

2.1.About MTR2.2.History

2.3.MTR Ready to Eat foods3. Objective of study4. Research Methodology5. Data and its analysis6. Results7. Limitations8. Findings9. Suggestions10. Annexure

y Questionnaire11.Bibliography


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EXECUTIVE SUMMARY

The project is a study of what are the factors that is affecting consumer buying behavior of Ready to

Eat Meals inIndia. The study is undertaken to understand all the negative and positive perceptions

about the Ready to Eat packs.

The ready to eat foods have gained momentum in UrbanIndia where even women are working and

there is time crunch to cook. The market for RTE industry is NRIs and bachelors.

MTR was chosen because it produces packaged foods in different range - spices, instant mixes,

ready-to-eat foods, vermicelli, ready-to-cook gravies, and range of frozen products, papads, pickles,

chips, snacks and ice creams. MTRFood products are exported to the countries in the Persian Gulf,

United States and United Kingdom.

For the purpose of this study we prepared 2 research tools, both questionnaire, to find out the

relevant primary data pertaining to the thinking of the consumers at the time of buying the ready to

eat products. The data was collected based on the information provided by the customers visiting the

retail outlets.

Besides the primary data collected with the help of the questionnaire, we also collected secondary

data from internet blogs.Based on the relevant primary and secondary data, a comparative study has

been also done to understand the buying preference towards the ready to eat of MTR products. This

thesis was conducted in August-September2010 in Mysore, India; so the information is relative to

Mysore city only.


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changing in accordance with the different life style and opinion. Retailing giants like FOOD

WORLD have encouraged and pushed the processed food products towards unimaginable sales. The

concepts of this type of products have strong roots in retailing, as they are responsible for pushing

processed food.

MTR has been in the market for the last twenty five years. The Company has focused on

building its brand value through variety of consumers regarding MTR a product as undergone

significant changes after liberalization of the Indian economy.

The study was carried out to understand the consumer perception in relation to ready to eat

products of MTR in Mysore city.

INTODUCTION TO COMPANY

MTR

The Mavalli Tiffin Room (commonly known as MTR) is the brand name of a food related

enterprise located in India. Having its origin in the city ofBangalore, it is famous for the MTR

restaurant located on the Lal Bagh Road in Bangalore and also for the pre-packed food articles

which are sold in packets having the MTR brand. MTR also claims to be the inventor of the popular

South-Indian breakfast item, Rava idli.

HISTORY

MTR was founded as a restaurant by Parampalli Yajnanarayana Maiya and his brothers in the year

1924.In the mid 1970s whenIndia was under emergency, a Food Control Act was introduced which

mandated that food was to be sold at very low prices. This move made it difficult for MTR to

maintain high standards in its restaurant business and forced it to diversify into the instant food

business, selling ready-to-eat snacks such as chutneys and rasams. Since the 1970s, MTR has


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expanded and diversified, with MTRDepartment Stores opened next to the restaurant, and an outlet

opened in Chennai. Currently the MTR brand represents two separate entities; the MTR restaurant

business and MTRFoods, the pre-packaged food business.

MTR Ready to Eat Foods

MTRFoods was headed by Sadanand Maiya (son of the Yajnanarayana Maiya) until it was sold to

Orkla, a Norwegian company for $80 Million in March 2007. It produces packaged foods in

different ranges - spices, instant mixes, ready-to-eat foods, vermicelli, ready-to-cook gravies, range

of frozen products, papads, pickles, chips, snacks and ice creams. It bought the packaging

technology from the Defence Food Research Laboratory in Mysore and there are no preservatives

added to the food while packaging. MTR is also the first Indian processed foods company to be

certified with the Hazard Analysis Critical Control Point (HACCP) certification which is a rigorous

standard of food safety and hygiene.It has also been sponsoring magic shows and theatre

performances using them as a means of giving live demonstrations of their products and to hand out

free samples to the audience. MTRFoods is also the first company in the world to have created a

frozen dosa, which can be heated and eaten right away. MTRFood products are exported to the

countries in the Persian Gulf, United States and United Kingdom.

OBJECTIVES OF THE STUDY

The objective of the thesis is To study the perception of the customers towards READY TO EAT

of MTR products. The aim of the thesis is to understand consumers behavior at the time of buying

the products.

By perception we mean the buying behavior of the costumers.

By customers we mean that people of all age group who consume MTR ready to eat products.


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RESEARCH METHODLOGY

After developing the objectives of the study researcher got insight about the task and based on it study

plan was prepared organizing the study on the topic CONSUMER PERCEPTION TOWARDS MTR

PRODUCT AT Mysore which needed in depth thinking inputs gained from the theoretical aspects were

found valuable.

Questionnaire was prepared. The pretested questionnaire was operated personally. The 36 customers

from all categories in Mysore was chosen.

After survey all the data was classified and tabulated for analyzing purpose, based on the quantitative

data and qualitative data, significant findings were noted.

RESEARCH DESIGN: - In this study an attempt is made to evaluate the preface of the company. It is

perception.So an attempt is made approach to a company.So company should maintain quality.

DATA COLLECTION: - For the purpose of conducting survey is really a difficult task data for the

study is collected both from primary data and secondary data.

PRIMARY SOURCE: - The primary source of data was obtained through a market survey

conducted at Mysore. Throughout the sample size taken for the study were 36 respondents covering

the Mysore market.

SECONDARY DATA: - The secondary data is collected from the company Annual Reports, Market

Reports, Brochures, Advertisement and internet.


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SAMPLE FRAMEWORK

Sl.no. Area covered Male Female Total

1 Mega more 2 3 6

2 Loyal world 4 2 6

3 More 5 1 6

4 Loyal world 2 4 6

5 Bannimantap

extention

2 4 6

6 Rajeev nagar 2 4 6

Total samples 17 19 36

HYPOTHESIS TESTING

TEST NO.1

STEP: 1

Ho: There is no significant variation between male and female in buying MTR Ready to Eat

H1: There is significant variation between male and female in buying MTR Ready to Eat

STEP: 2

MALE PREFERENCES:


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MTR 9

ASHIRWAD 1

EVEREST 3

ITC 3

OTHERS 1

TOTAL 17

FEMALE PREFERENCES:

MTR 14

ASHIRWAD 1

EVEREST 1

ITC 3

OTHERS 0TOTAL 19

STEP: 3

SPEARMANS RANK CORRELATION:

BRAND MALE R1 FEMALE R2 d = R1-R2 d 2

MTR 9 1 14 1 0 0

ASHIRWAD 1 3.5 1 3.5 0 0

EVEREST 3 2.5 1 3.5 -1 1ITC 3 2.5 3 2 0.5 0.25

OTHERS 1 3.5 0 5 -1.5 2.25

TOTAL 17 19 3.5

STEP: 4


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R = 1 0.177

R= 0.822918

CONCLUSION:

As R is closer to 1, there is a strong positive (+ ve) correlation, hence Ho is accepted.

Therefore, there is a strong positive correlation (association) between preference of brands

among males and females.

TEST NO.2

ANALYSISOF VARIANCE

In anova testing they introduced hypothesis testing procedures to test the significance

of differences between two sample means to understand whether the means of two

populations are equal based upon two independent random samples. in all these cases

the null hypothesis states that there is no significant difference among population

mean, that is, Ho :12.

Case: To test the significance of variations in three different age groups with their

consumption level.

Agegroup/consumption

1-5 6-10 11-15 More than15

15-30 13 11 4 1

31-45 3 1 1 1

46 and above 1 0 0 0

Hypothesis testing

Let us take the null hypothesis that there is no significant difference betweenconsumption levels in different age groups.

Calculation for a two-criteria-consumption and age groups-analysis of variance are

shown in table:

Age 1-5 x12

6-10 X22 11- X3

2More X4

2TOTAL


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group/consumption (x1) (x2) 15(x3)

than15(x4)

15-30 13 169 11 121 4 16 1 1 29

31-45 3 9 1 1 1 1 1 1 6

46 and above 1 1 0 0 0 0 0 0 1TOTAL 17 179 12 122 5 17 2 2 36

T= sum of all observation in there samples of months = 36

CF=correction factor=T2/n=(36)

2/12=108

SSTR=sum of squares between consumption(columns)

{(x1)2/n1+ (x2)

2/n2++(xn)

2/nn} CF

SSTR={172/3+12

2/3+5

2/3+2

2/3}-108

SSTR=46

SSR=sum of squares between age groups (rows)

{R12/n1+R2

2/n2+.+Rn

2/nn}

SSR={292/4+6

2/4+1

2/4}-108

SSR=111.5

SST=Total sum of squares

SST={X12+X2

2+..+Xn2}-CF

SST={179+122+17+2}-108

SST=212

SSE=SST-(SSR+SSTR)

MSTR=SSTR/DF1 (COLn-1)

MSTR=46/3

MSTR=15.33


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MSR=SSR/DF2 (ROWn-1)

MSR=111.5/2

MSR=55.75

MSE=SSE/DF3 (ROW-1)(COL-1)

MSE=54.5/3*2

MSE=9.O833

TWO-WAY ANOVA TABLE

Source ofvariation

Sum ofsquares

Degreesoffreedom

Mean squares Variance ratio

Betweenconsumptionlevels

46(MSTR) 3(COLn-1) 15.33(MSTR) Ftreatment=MSTR/MSE=15.33/9.08=1.687

Between agegroup

108(SSR) 2(ROWn-1) 55.75(MSR) Fblock=MSR/MSE=55.75/9.08

=6.137

Residualerror

54.5(SSE) 6(ROW-1)(COL-1)

9.08(MSE)

Total 208.5 11

(a)The table value ofF=4.75 for df1=3, df2=6, and Alfa=0.05.since the calculatedvalue of Ftreatment=1.687 is less than its table value, the null hypothesis is

accepted. Hence we conclude that consumption level by age group do not differ

significantly.

(b)The table value ofF=5.14 for df1=2, df2=6, and Alfa=0.05.since the calculatedvalue of Fblock=6.137 is greater than its table value, the null hypothesis is

rejected. Hence we conclude that there is significant difference between the

three age groups and consumption level.

TEST NO. : 3

STEP: 1


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Ho: There is strong correlation in customer preference towards quality and quantity.

H1: There is no strong correlation in customer preference towards quality and quantity.

STEP: 2

CONSUMER BUYING BEHAVIOR TOWARDS MTR READY TO EAT:

GENDER/PREFERENCES TASTE QUALITY QUANTITY

MALE 5 4 1

FEMALE 8 1 0

STEP: 3

SPEARMANS RANK CORRELATION:

D2 = (R1-R2)2 D2 = (R2-R3)2 D2 = (R3-R1)2

1 9 16

49 1 64

D2 = 50 D2 = 10 D2 = 80

APPLYING THE FORMULA:

R12 = 1 6 * 50 / 36 (36 - 1) = 0.993

R23 = 1 6 * 10 / 36 (36 - 1) = 0.998

R13 = 1 6 * 80 / 36 (36 - 1) = 0.989


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CONCLUSION:

Since correlation co-efficient R23 = 0.998 is largest, so there is a strong co-relation between

quality and quantity.

LIMITATIONS

The period of study didnt give much time for extensive persuasion of the topic. The study was conducted in Mysore only this may not project the actual picture of market. Sample selected for this study is 36 members the size is proportionately very less compare to area of

population.

Responses given by the, respondents may based sometimes. Information provided by the unit is limited. As the report requires extensive depth knowledge with the marketing The study is limited to the READY TO EAT item only.

FINDINGS:

I found that the company is maintaining their quality. It is found that 32% of people are purchasing MTR product because of its product of middle

class and the higher-class people.

Most of the Mysore people are aware of MTR products i.e.50%.Most of customer are purchasing because of its taste, quality, quantity and availability.

In most of the cases the purchasing decisions taken by the elder person in all most all thefamilies.


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Customers are not planned spottily, because of its brand loyalty and awareness.SUGGESTIONS

1. As many people are not aware of this ready to eat products advertisement is required.

2. Company must introduce much more verities in their product line.

3. As we seen many of customers are not satisfied with the taste of the product that should be taken

care.

4. To increase the sales company must reduce the price of the product.

BIBILOGRAPHY

BOOKS:-

1. MARKETING MANAGEMENT PHILP KOLTER

WEB SITES:-

1. WWW.MTRFOODS.COM


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QUESTIONNAIRE

1. Are you aware of the products of MTR Ready to Eat?Yes No NO

2. Age: ___________________________________________________3. Gender: Male Female4. Marital status: Married Unmarried

5. Occupation: _____________________________________________

6. Please rank the brand according to your satisfaction.SL.NO.

BRANDS Rank

1 MTR

2 EVEREST

4 ASHIRWAD

5 ITC

7. How often do you consume MTR products in a Month?1-5 times

6-10 times

11-15 times

15 -20 times


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8. How many packets of MTR products you buy in a Month?

0-5 6-10 11-15 more than15

9. When do you buy MTR Ready to Eat products?

Travelling Get together at home

Avoid cooking Anytime

10. Why you prefer the MTR Ready to eat products specify based on the preference in the form of ranking from (1-5) ?

11. Who decides the purchase of MTR Ready to eat products in your family?

Father self

Mother others

12. Your purchases are -Planned Spontaneous

13. Do you find small packets (sachet) of MTR Ready to Eat products are necessary?Yes No

SL.NO. CRITARIA Rank

1 AVAILABILITY

2 TASTE

3 QUALITY

4 QUANTITY

5 VARIETIESOFITEMS

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