Consumer Satisfaction Level Towards CYCLE PURE AGARBATTIS

A Project Report on A study on consumer satisfaction level towards Cycle Pure Agarbattis in Mysore
Submitted By
KARTHIKKUMAR.B.A
4PM10MBA27
Submitted in partial fulfillment of the requirements for the award of the Degree of MASTER OF BUSINESS ADMINISTRATION
TO
Visvesvaraya Technological University, Belgaum
Under the Guidance of Internal Guide External Guide
Mr.Chandrashekar.P Senior Lecturer PG Departmant of Management studies Mysore & Reseach Centre
Mr. Jayakumar.D Marketing Executive N.Ranga Rao & Sons, .
P.G. Department of Management Studies & Research Centre PES INSTITUTE OF TECHNOLOGY AND MANAGEMENT NH 206, Sagar Road, Shivamogga - 577 204
April 2012
P G Department of Management Studies & Research centre, PESITM, Shivamogga
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DECLARATION
I, the undersigned, hereby declare that the Project Report entitled A Study on Consumer satisfaction level towards Cycle Pure agarbattis (A study Conducted on behalf of N.Ranga Rao & sons, Mysore, Karnataka State) has been prepared by me under the supervision and guidance of Mr.Chandrushekar.P Senior Lecture, P.G Department of Management Studies & Research centre, PES Institute of Technology and Management, Shivamogga. and now being submitted to
Visvesvaraya Technological University, Belgaum

University regulations for the award of the degree of MBA.
in partial fulfillment of the
I further declare that this report is based on the original project study undertaken by me and has not formed a basis for the award of any other Degree/Diploma of V.T.U or any other University,in India or abroad.
Place: Shivamogga
Signature......
Date:
Karthik kumar.B.A
USN: 4PM10MBA27
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ACKNOWLEDGEMENT
Me, the undersigned, 4th Semester student of MBA , P G Department of Management Studies & Research centre, PES Institute of Technology & Management ,Shivamogga is glad to express my deep sense of gratitude to all the persons connected with the successful completion of this project work. This report is obviously not the result of my work alone; many persons have directly or indirectly involved, without whom this work would not have been accomplished. I am greatful to Mr.Prakash.N and Mr.Ramanand.M.V for giving me an opportunity to do my training and project work in N.Ranga Rao & Sons. I am thankful to my external guide Mr.Jayakumar.D and Miss.Sowmya.R for his
guidance and cooperation. I am grateful to Dr. R. Nagaraja, Professor & H.O.D, PG Department of Mangement studies & Research centre, PESITM, Shivamogga. for his guidance and continous untiring support. I would like to express my sincere gratitutde to my research guide Mr. Chandrashekar.P Senior Lecturer, PG Department of Mangement studies & Research centre, PESITM, Shivamogga. For his constant encouragement and guidance in the course of the research investigation and I am thankful to Mr. Rakesh DSouza, and Mr.Arvind Mallik.D.M Lecturer, P.G
Department of Management Studies & Research centre, PESITM Shivamogga. for his guidance and continous untiring support during the course of this project work. I am thankful to Dr. Vishwanath. P. Baligar, Principal, PESITM for all the support. I am also thankful to all the teaching and non teaching staff of PGDMSRC, PESITM and the student friends for their support and cooperation. Finally, I acknowledge with thanks the cooperation and support extended to us by the respondents to this project work.
Karthikkumar.B.A ( 4PM10MBA27 )
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EXECUTIVE SUMMARY
The current value of agarbatti industry is placed at Rs 1800 crores and the rate of growth is 20% on a year on year basis. India produces 1 million tons of agarbatti sticks annually. There is potential for the market to increase by another 30 crores by mechanization of the splint making process and increasing the production. Women producers in these regions have been restricted to primary processing of bamboo culms, i.e. producing slivers (incense stick core), which is a very low value activity (about 2% of the final value). This can give significantly higher returns to the family engaged in these businesses and possibility of other business opens up with the increase in per capita income. The Part-A of the report contains an overview about the Industry and the company profile which includes the product mix, work flow, competitors information and future prospects of the company. It also explains the Mckinsys 7s frame work with special reference to organization under study, the individual departmental study and SWOT analysis of the organization as a whole. The Part-B of the report gives detail about the project undertaken. The project titled Consumer Satisfaction Level towards Cycle Pure Agarbattis (A study conducted on behalf of N. Ranga Rao & Sons, Mysore). The objectives of the study were to know Consumer Satisfaction Level. To understand the needs and wants of consumers. To know the attributes which are influenced to consumers. To know opinion towards Cycle Pure Agarbattis. The primary data is collected from consumers through questionnaire. For survey the instrument used was Questionnaire, convenience sampling method was used to survey the consumers. The study reveals that Cycle Pure Agarbattis are the market leader in Mysore. Most of the consumers are happy with the product. The quality and fragrance are main attributes which will attract the consumers. Only few consumers aware about premium agarbattis therefore advertisement or awareness is required on premium agarbattis. Most selling brand of Cycle Pure Agarbattis is 3 in 1 brand.
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CONTENTS
Sl. No.
Particulars PART-A Executive Summary Introduction General Introduction Industrial Background of the Study Origin of the Industry Growth of the Industry Present status of the Industry Leading Players Future Prospectus of the Industry Profile of the Organization(With reference to Mckinseys 7S model) Background and Inception of the company Nature of the business carried Vision, Mission and Quality policy Products / Services Profiles Area of operation Ownership pattern Competitors information Infrastructural facilities Achievements / Award Workflow Model Future Growth Mckenseys 7S frame work SWOT Analysis Learning Experience PART- B General Introduction Research method Statement of the Problem Need for the study Objectives of the Study Scope of the study Operational Definition And Concepts Limitations of the study Methodology of Data Collection Sources of Data Sampling plan Field Work Tools for Data Collection Analysis and Interpretation Findings, Suggestions and Conclusion Bibliography Annexure
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1.0 1.1 1.2 1.3 1.4 1.5 1.6 1.7 2.0 2.1 2.2 2.3 2.4 2.5 2.6 2.7 2.8 2.9 2.10 2.11 3 4 5 1 2.1 2.2 2.3 2.4 2.5 2.6 2.7 3 3.1 3.2 3.3 3.4 4 5
1-8 1 1 2 4 5 5 7 9-23 9 13 13 15 17 17 17 19 19 21 23 24-27 28-29 29 32 34 35 35 36 36 37 39 40-44 40 41 42 42 45-64 65-67
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LIST OF TABLES Table No 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 Name of the Table Leading Players Products & Service profile SWOT ANALYSIS Data Analysis Procedure Gender of the Respondents Age group of the Respondents Occupation of the Respondents Educational qualification of the Respondents Annual income of the Respondents Festival celebrated by the Respondents Purpose of usage of agarbattis by the Respondents The total amount spent on agarbatti in a month by Respondents The attributes of Respondents is looking in agarbattis The agarbatti product Respondents are used daily The reason for using the above product by Respondents The purchase point of agarbatti product by Respondents The usage of Cycle Pure agarbatti by Respondents From how many years Respondents are using Cycle Pure agarbattis 19 Ranking given by the Respondents for different attributes of Cycle Pure Agarbattis 20 21 The product of Cycle Pure agarbattis Respondents are using The sources helped to Respondents to know about Cycle Pure agarbattis 22 23 24 The overall grade for Cycle Pure agarbatti by Respondents The awareness about premium agarbattis by Respondents The attributes is looking in premium agarbattis by Respondents 62 63 64 60 61 59 Page No 5-7 15-17 28-29 43 45 46 47 48 49 50 51 52 53 54 55 56 57 58
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LIST OF GRAPHS GRAPH Name of the Graph No 1 Gender of the Respondents 2 3 4 5 6 7 8 Age group of the Respondents Occupation of the Respondents Educational qualification of the Respondents Annual income of the Respondents Festival celebrated by the Respondents Purpose of usage of agarbattis by the Respondents The total amount spent on agarbatti in a month by Respondents 9 10 11 12 13 14 The attributes of Respondents is looking in agarbattis The agarbatti product Respondents are used daily The reason for using the above product by Respondents The purchase point of agarbatti product by Respondents The usage of Cycle Pure agarbatti by Respondents From how many years Respondents are using Cycle Pure agarbattis 15 Ranking given by the Respondents for different attributes of Cycle Pure Agarbattis 16 The product of Cycle Pure agarbattis Respondents are using 17 The sources helped to Respondents to know about Cycle Pure agarbattis 18 The overall grade for Cycle Pure agarbatti by Respondents 19 20 The awareness about premium agarbattis by Respondents The attributes is looking in premium agarbattis by Respondents 63 64 62 61 60 59 53 54 55 56 57 58 Page No 45 46 47 48 49 50 51 52
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LIST OF FIGURES
FIGURE No 1 2 3 4
Name of the Figure
Page No
Work flow model (end to end), Production process Cluster actors McKinsey 7-S Framework Organization Chart
21 22 24 25
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PART-A
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CHAPTER: 1 1. INDUSTRY PROFILE 1.1 General Introduction: Agarbattis (incense sticks) form part and parcel of the traditional Hindu practice of offering prayers in temples and other places of worship, In modern days, perfumed sticks are also used in houses and in other public places as air-fresheners and/or mosquito repellents. The demand for agarbatti is increasing both in the domestic and export markets because of the improvement in quality and increase in the types of products. India is the largest producer of agarbattis in the world. 1.2 Industrial background of the study:
Industrial development in India has occurred mostly to meet increasing urban consumer needs and to support the growth of the vital agricultural sector. The traditional home based enterprises have also been simultaneously experiencing steady growth, primarily because of the influence of market forces and also because of multiplier effects. Cottage industries have slowly changed to rural cottage or semiurban micro-enterprises with limited assistance from government. Agarbatti making is one such industry. It has responded well to increased demand for its products both in rural and urban areas, mainly because of the continued availability of cheap labor force dominated by women and children. At the same time, greater advertising costs and quality improvement have pushed up the prices. Agarbatti industry is gradually developing a wider base. Of the total domestic sales of Rs 7.1 billion (approx. US$ 198 million) in 2009/10, South India accounted for 35%, West 30%, North 18% and East 17%. Almost two-thirds of consumption took place in rural areas (61.23%). The poor (low-income group) purchases about 46% of the value of the agarbatti compared with the higher income customers who buy 54%. However, categorizing purchases into five income classes shows an inverse relationship between income and the purchase of agarbatti. Existence of negative income and price elasticity may be in play. The factors influencing purchasing decisions are: the quality, fragrance, brand name preference and cost.
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Rising demand for the products and earning of hard currency has led the agarbatti industry to orient itself increasingly towards exports. Total exports have increased by 266%, from Rs 1.5 billion (approx. US$ 42 million) in 2008/09 to Rs 4 billion (approx. US$ ll2 million) in 2009-10. More than 800 registered and 3000 unregistered units currently exist in the country and only up to 10% of these, mostly in Karnataka, are engaged in export trade. 1.3 Origin of the industry: The origin of using aromatic substances can be traced back to the Stone Age or probably even before that. Lets take a look at how incense has influenced cultures across the world! India is often considered the home of incense; it is eulogized in the Vedas, back in the era 5000 B.C. The traditional well-known scents of ancient India were Jasmine, Rose, Sandalwood, Champa and Cedar & Musk. Ancient Sanskrit texts contain many beautiful descriptions of festive occasions when incense was burned in the homes and streets. Fragrant waters were sprayed on the thorough fares and scented flower garlands adorned and decorated buildings and entrance ways. In fact, flowers, which have deep spiritual connotations in Hindu philosophy, are among the chief sources of incense in India. Along with flowers; incense sticks and dhoop are a part of the 16 essential offerings in the Hindu ritual the others being betel leaf, betel nut, camphor, cardamom, cloth, clove, diya (lamp), grain, naivedhyam (a mix of nine offerings), sandalwood paste, sweets and water. Indeed, fragrance has played a dominant role in Hindu religious rituals since Vedic times and is intimately linked to the havan or yagna i.e. the sacrificial fire. Offerings or oblations consisting of aromatic and medicinal herbs, resins, barks, leaves, exudates (gums which flow from trees) twigs, roots & seeds along with foodstuffs and ghee were offered to Agni, the god of fire who, according to mythology, carried them to the celestials. This was done to appease the gods for ushering in prosperity or avoiding disaster. The emanating fumes with their unique aromatic properties purified the environment and had a vitalizing and invigorating effect on individuals, besides acting as a natural disinfectant. They were said to ward off evil spirits, alleviate anxiety and create an aura of tranquility and help in
P G Department of Management Studies & Research centre, PESITM, Shivamogga Page 12
experiencing the divine presence. In fact fragrance is considered as a divine attribute and is said to manifest the presence of gods as well as gratify them. It is this dhoopa aradhana which has transformed over the ages, for convenience & practical reasons, into the present day agarbattis. Agarbattis, also known as joss sticks, incense sticks or prayer sticks, are today used in all temples and domestic offerings by millions all over the world. Burning of incense has been an integral part of all ancient civilizations. Fortunes were spent on incense and trade routes established with incense in mind. Among the most important ancient fragrances were Frankincense (Olibanum) and Myrrh, but the resins of various other plants have also been collected and traded since 3000 B.C. Gums and resins of aromatic trees were imported from Somalia in the Arabian Peninsula to ancient Egypt to be used in religious ceremonies. The tomb of Tutankhamun in the Valley of the Kings at Thebes was found to have huge quantities of perfumes, oils and incense surrounding his mummy. For Egyptians, incense held a direct connection with the dead. Each type of incense had a specific purpose and effect. The Babylonians used incense extensively while offering prayers or divining oracles. It was imported into Israel in the 5th century B.C. where special gold altars were erected for it in the ancient Temple of Israel. According to one theory, it spread from there to Greece, Rome and India. The sophisticated Greeks appreciated aromatic sources such as the turpentine tree, myrrh, frankincense and cinnamon. Enormous amounts of money were spent on these exotic imports. These were burnt as oblation & for protection. More precious perfumes, incenses and spices came as imports through Arabia along well established incense routes, to be eagerly purchased by Mediterranean merchants to satisfy the increasing demands of the European markets. In Rome it was an important element in public and private sacrifices, especially in the worship of the emperor. The Old and New Testament refer to the
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extremely powerful Resin Drop Incense, whose recipes were given through Voice or Vision e. g. Moses was given recipes by the Creator during his encounters on the Mount. It is well known that when Jesus was born, frankincense and myrrh were presented to him along with gold by the three wise men of the East. Today Roman Catholic as well as Protestant and the Eastern Orthodox Churches use incense at mass and in many other rituals. Native American Indians offered tobacco, sage, junipers, cedars and mugworts in their rituals, as documented from their first encounter with Europeans in the 15th and early 16th centuries. Descendants of the Mayas & Aztecs offer copal, an aromatic resin even today in their worship. 1.4 Growth of the industry: The availability of incense sticks in the present form, to a large extent, has to be ascribed to the enterprising nature of the Hindu community, mainly from the south India. It was they, who started making use of bamboo stick as the core, and a gummy wood powder as the binding medium to apply the mass to these sticks by hand-rolling process. They had an intimate knowledge of perfumery materials like Civet, Musk, Saffron, Barneol, Cloves, Cassia, Agar wood, Sandalwood, Gum, Benzoine, Halmaddi Etc., Dry flowers and roots like Rose and Vettivert, leaves like Davana, Patchouli etc. besides attars of Rose, Sandal, Khus and Hinawhich they used to produce excellent incense sticks of reputed qualities. One factor which has remained constant where this industry is concerned has been the fact that each individual manufactures considered his product to be unique and different. Each incense stick has always been hand-rolled by the individual without in anyway using any mechanical device in its manufacture. But today some companies are using machinery for manufacturing of incense sticks. Indias exports of Agarbattis to major countries:Indias exports of agarbattis in 2009-10, by 21.68 per cent when the same reached a level of Rs. 247.42 crore over Rs. 203.33 crore in the previous year. Country-wise export trends reveal that USA continues to be the largest market. There was a phenomenal growth of 39.54% to this market during the period-exports having touched a figure of Rs. 35.57 crore as against Rs. 25.49 crore.
1.5 Present status of the industry:
The State of Karnataka and especially the Mysore region is recognized as a pioneer in the activity of agarbatti manufacturing. The region has a natural reserve of forest products especially sandalwood, which provide for the base material used in production. Due to the simple manufacturing process and a huge market potential, there are a large number of producers existing in the market. This has led to a scattering of this activity throughout India. At present, there are a number of small manufacturers, who produce cheap and low quality agarbatti and this has created marketing problems for quality producers. Apart from the local competitors, some MNCs too have entered the market. Besides, in view of WTOs free-trade regime, doors shall soon open for international competitors like China, Pakistan, Sri Lanka and Thailand etc... to flood the shelves.
1.6 Leading Players Table: 1 Company Name Hari Darshan Sevaashram Pvt, Ltd. Delhi. Shrinivas Sugandhlaya, Bangalore Nag Champa Agarbatti (Available in15 Gms, 40Gms, 100Gms, 250Gms, 500Gms, 1 kg, and 8 Sticks Square packing) Aastha Sandesh Agarbatti Co. Gopala incense Long incense 8 Sticks Square Packing Caters to the domestic markets with nominal Master gold incense 20 Sticks Hexagonal Packing
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Brands Hari Darshan
Variations
Remarks Export quality
Caters mostly the domestic market
exports
Shree Balaji Indistries. Orissa
Bharat Darshan incense, Spritual Guide, Precious Chandan, Jasmine, Indian Spice & Rose Pouch series, Sugandha Incense, Sugandha Shringar,
Among the top 10 and most popular in eastern regions
NRR Group. Mysore
Cycle Brand, Cycle dhoop, Flute Brand, Lia Brand, Naivedya, Rhythm dhoop, Wood, Parampara, Yagna, Eco, Mecca Madina
10 per cent of turnover from exports. Total turnover is Rs 240 crore
ITC Ltd (Agarbatti Division)
Mangaldeep , Spriha Ashageet, Yantra and Madhur 100 are sub-brands of Mangaldeep
Markets Khadi Bhandars in the country .Planning to expand its existing number of retailers from 25,000 to two million across the country within a Year. At present, the companys 25,000 retailers cater to Maharashtra, Tamil Nadu, and Bangalore.
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Abyssinia Impex, Mumbai
Premium segment : Ratnamala, Decent, Empress, Cherish , Super Sandal, Relax, Fascinating India, Surprise, Paramhans, Success, Amber Flora Herbal segment Eucalyptus, Balm mint, Patchouli, Lemongrass, Pine, Citronella, Juniper
Mostly exported.
Ramdev Food Products Pvt. Ltd. ,
Vedam Incense Stick
Archanam, Mogra, Yagyam, Havan, Yogam, Dhoop, Poojanam Saffron, Dhyanam Sandal, Chintanam, Kasturi, Shantam, Rose, Arpanam, Camphor, and Anusthanam Nag Champa
Regional player
Ahmadabad
1.7 Future prospects of the industry: Customs in incense manufacture have changed little over the centuries except in the range of fragrances offered. In ancient times, only naturally fragrant resins or woods like sandalwood and patchouli were used for incense. Modern fragrance production allows virtually any scent to be duplicated, and fragrances are available
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now that couldnt be offered before. Examples include green tea, candy cane, blueberry, pumpkin pie, and gingerbread incense. The custom of use of incense is also likely to change in the future and in Western culture. In India, two or three sticks of incense may be burned every day in a typical home, while, in the United States, users of incense may only burn one stick a week. Incense-makers hope the variety, effectiveness, and low cost of incense sticks will make them more popular than air fresheners and room deodorizers made with artificial perfumes. Also, the popularity of meditation and aromatherapy have spurred incense sales among clients who want their rare moments of quiet and relaxation to be healing and beautifully scented. It is true that a lot of work has to be done to save the industry. This industry has the potential to retain its low and high-end markets and huge employment base with the help of proper planning. With the eliminating of trade barriers, Global markets open up an ocean of opportunities for the industry, especially considering the fact that apart from a few Asian countries, the rest of the world is ignorant about the product. Even now about 20% of the total production is exported.
There is a lack of manpower around the world to produce such a labororiented product. Eco-friendly, User-friendly, Handmade, Therapeutic, these words can serve as the banners to attract the western markets. The name of Mysore itself works as a brand to catch the worlds attention as a pioneer in agarbatti manufacturing and also as a tourist center. Inputs in bio-technology, tissue culture and other R&D can ensure a positive growth for the industry and create high-value added products that are required for export markets, thus helping thousands of laborers to attain a better socio-economic status.
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CHAPTER: 2 2. COMPANY PROFILE
2.1 Background and inception of the company:
Sri. N. Ranga Rao faced many adversities right from a tender age, losing his father at the age of six to severe health problems, resulting in setbacks in his professional life. But Sri. Ranga was a man of courage, clarity, discipline and independent attitude; life's shortcomings did not stop him from achieving his vision. Sri. Ranga Rao is an excellent example of hard work and sustained interest. As a boy of eleven, he began selling biscuits in his school. Another boy also began doing the same and became a competitor. Immediately he gave peppermint free with a biscuit and his rival vanished from the scene. As years rolled by, he worked for a coffee estate in different cities. When he was in Kodagu, he would visit Mysore city; he loved the city and thought of starting a business in Mysore. Thus came about the birth of "Mysore Products and General Trading Company", in 1948 which produced soap nut powder, turmeric powder and agarbattis. Along with the birth of a company was the birth of a tradition - a family enterprise offering the highest quality and purity in all their products. He chooses to focus on the simple & ubiquitous agarbatti, and embarked on a journey that established the nondescript agarbatti on the commercial map of India. His belief Quality backed by values will pay and his belief took him far and long - the small cottage industry transformed into a global entity. N. Ranga Rao & Sons is now the largest incense manufacturer which has created 5 popular brands Cycle, Lia, Flute, and Rhythm & Woods. Cycle Agarbattis is the market leader in India and is exported to over 60 countries. The company, which started with incense, has grown to provide customers a complete range of solutions in air care - from deodorants and room fresheners to aroma oils. The growth has been crafted by total endurance, perseverance and commitment to rigid quality standards, unceasing research, innovative packaging, and product innovation backed by his motto
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"Total customer satisfaction with value for money". The founder's guiding principles of integrity, quality, customer
responsiveness, financial discipline and importantly, honoring commitments and a genuine concern for social causes is consistently reflected in NRRS values. Today the brand has support & patronage of millions of households across India and world over.
NR Group
The NR Group has always been ahead of its time, which translated to a series of marketing, research, product, packaging & organizational innovations. As a result, the brand evolved from an incense sticks producer to one that provides a complete range of solutions in natural aroma products. An extensive range of fragrance products come under the brand - from coils and cones to aromatic oils; room fresheners to reed diffuser sticks; fragranced lifestyle products to botanical research and floral extracts. Keeping with the new and yet preserving the traditional values has helped the group grow extensively. The family enterprise is now seeing its third generation overseeing the business as CEOs, most of who have returned to head the group companies after management degrees from US universities. Over the last six decades, the group has diversified into 6 sectors and in each; it has carved a name for itself. The group companies have an independent corporate set up managed by professionals with the third generation overseeing operations as CEOs. The NR Group of Companies: N. Ranga Rao & Sons (Manufacturer of Cycle Pure agarbattis) Established in 1948, N.Ranga Rao & Sons is a pioneer and leader in the incense industry for over 6 decades in Creativity of fragrances and packaging. Professional management and marketing, and now totally ERP integrated. Has a library of over 500 fragrances, all created and blended in a house. Consistently winning awards in various categories over the last few decades.
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Rangsons Marketing Services Pvt. Ltd. Established in 1993. Independent professional organization marketing Cycle Brand Agarbattis and the developing fragrance Domain products of NR Group. Has a network of a large number of distributors and field force across all states in India, enabling excellent after sales service. Conducts consumer and market research regularly to understand their perception and requirements. NR Foundation (Non Profit Charitable Trust) Ranga Rao Memorial School for Disabled (Estd. 1988), the first residential school for visually challenged girls in Karnataka. Project Prerepana focuses on promotion of health and education of women and children in selected slums of Mysore. Through the learning centres, 103 dropouts in the age group of 3 to 16 years have been groomed and brought back into mainstream education. Cycle Scholarship program wherein financial assistance is given annually to about 600 students in Mysore and Hyderabad. Ranga Jnana Vinimaya Kendra and centre for intellectual debate and discussion. It is an informal interface between those who know and those who want to know. NESSO Natural and Essential Oils Pvt. Ltd. (Mfr. & Marketer of essential Oil and Floral Extracts) Established in 1979. Global market share leader in Indian floral extracts. Has 7 extraction facilities strategically located near cultivation clusters in South India with capacity to process 12tons of fresh flowers daily. Over 24000 ha of green tea plantation. Continuous research on standardization of herbal extracts, Ayurvedic formulation and phytochemicals. Delivers fresh, natural and quality floral concretes and absolutes to flavor and fragrance houses, cosmetic and nutraceutical companies across the globe.
RIPPLE Fragrances Pvt. Ltd. (Mfr. & Marketer of personal & Air care Lifestyle Products) Established in 2005. The spatial fragrance division of the NR Group. Is strongly entrenched in the Indian air care market with its brands Lia and IRIS. Lia range of do-good air care products consists of room fresheners and car fresheners. IRIS is pioneering the home fragrances market in India through novel delivery systems and exciting fragrances. IRIS product range includes Reed Diffusers, Fragrance Vapourizers, Potpourri Fragrant Stones, Speciality Incense, Pillow Mister and Aroma Candles. Present in the personal care space to with DNA brand of Deodorants and Perfumes. Rangsons Electronics Pvt. Ltd. (Total Electronic Manufacturing Services) Established in 1993. Certified for ISO 9001: 2008. ISO 13485: 2003, ISO 14001: 2004 & OHSAS 18001:2007 and is an early adopter of RoHS regulations. The first ENS enterprise in India to be certified for as 9100 the quality standard uniquely required by the aerospace industry. Preferred partner for the High Mix-High Tech Electronics OEMs by providing complete solutions required to transform ideas into successful products and services. Provides solutions in the field of medical systems, defense, industrial networking and telecommunication. REPL has received supplier awards from L&T, GE Medical Systems & Wipro technologies. N Ranga Rao & Sons Exports. The ambassador of Indian aroma traditions; this company successfully exports incense and related products to more than 50 countries in Asia, Africa, Europe, Latin America, the Middle East, Far East and North America. N Ranga Rao & Sons Exports tops this achievement with a large number of
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prestigious awards for excellence in international business to its credit as well as a winning streak with the Government of India Export Award in the incense category. 2.2 Nature of the business: The best of raw materials are sourced directly from the Asian sub-continent. None of these are issued for production until they pass very stringent quality control tests. NR Group has the strongest R&D setup in the entire agarbatti industry. Years of rigorous research have given us distinction in fragrance creation, and known to have set trends in creating different forms of incense and packaging. NR Group's core competence - the nurtured art of creating new fragrances is a family secret that has been handed down through generations, safeguarding the purity and original quality of the incense. Adding to the company's strength is the fact that all fragrances are made or blended in-house and all processes are developed in-house, ensuring that there are no collaborations. All statutory requirements under labor, forest, commercial and pollution control laws are applicable to this industry, which is recognized by the Government as a handicraft industry. This safeguards the interests of the production workforce and the environment. A professionally managed company, N. Ranga Rao & Sons introduced modern practices such as Vendor Development Initiatives, Quality Management and HRD as early as 1960. Cycle agarbatti gives full and part time employment to many tribal hamlets and also to more than 3000 families in India. Cycle products are totally eco-friendly - no CFCs are released during production, no animal products used and no animal testing is involved
2.3 Vision, Mission and Quality policy:
Vision Statement: Satisfaction of consumer needs and wants through systematic and regular customer services.
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Mission Statement: To enhance the wealth generating capability of the enterprise in a globalizing environment, delivering superior and sustainable to consumers. Quality policies: The customer is the sole focus of the business. Company constantly Endeavour towards customer satisfaction by delivering products and services of the best value and quality Company strives to honors our commitments, implied, to both, our internal and external customer. Company stress on integrity, transparency and consistency in all our dealings. Company always strives to have a trusting, mutually beneficial and longlasting relationship with our business associates. Company seeks to maintain a warm, positive and friendly work. Company empowers people at appropriate level to achieve their goal. Company recognizes and reward merit and performance.
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2.4 Products & Service profile: Cycle brand Table: 2 Cycle Traditional yet contemporary; Cycle Agarbatti is a timeless classic. This series contains fragrances that have stood the test of time to remain hugely popular over the decades.
All in 1 An inspired and innovative combination pack perfect for gifting! It has a collection of creative fragrances which have been popular and successful for decades. This collection of amazing aroma makes a good gift on any special occasion. Natya Kesari A sweet fragrance. A sublime fragrance. A classic fragrance. Only incense with such qualities can hold its own with the passage of time. And it has done so with aplomb. There are very few fragrances that can match up to its power. Light it and you too will get swayed by its waft.
Bansuri
The clear, uncluttered minds that are charmed by the simple things in life will love this series of fragrances that stand out for the simplicity and clarity in their notes. Bansuri produce an exhilarating fragrance that tantalizes the senses and moves the soul.
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Three in One One of our time-tested, best-selling combo pack which has 3 different fragrances in 1 pack: 1. Serene (Lily) The delicate, subtle fragrance of lily creates a serene ambience. Let its gentle soothing and sedating qualities calm your heart and emotions and lull you into a state of peace. 2. Yugantar (Fancy) A sweet, fruity creation whose aroma lingers on long after it is burnt, yet is enticing enough to leave you yearning for more. The fruity experience rejuvenates you completely, as much as eating a vitamin packed basket full of fruits would.
3. Jagrane (Intimate) This utterly sweet smelling fragrance with its bouquet of green and coniferous undertones creates a cozy atmosphere and awakens your senses to the new aura surrounding you.
Surprise: As the name suggests, this is the unexpected delight of the pack. You are surprised with a different fragrance every time, which could range from the sweet smelling to the woodsy. Moods This emotion transforming incense is sharp, sweet and very, very distinctive. Just a whiff of it is enough to put you in a different frame of mind with its mood altering qualities. Now you know why it's called Moods.
Lia
For the youthful you, for those seeking novelty, for those ready for adventure and game for the new & unknown - Lia is always new,
always surprises you. Lia has a range of fragrances to suit your mood and style.
Woods The best in nature is captured for you in this premium incense. Woods incense has natural oils and resins that have been treasured down the ages for their aromatic and medicinal qualities. With its deep woody smell, it connects you to nature instantly. Purity unmatched by any other incense!
2.5 Area of Operations- Global/National/Regional Cycle Agarbattis is the market leader in India and is exported to over 60 countries. The ambassador of Indian aroma traditions; this company successfully exports incense and related products to more than 60 countries in Asia, Africa, Europe, Latin America, the Middle East, Far East and North America. N Ranga Rao & Sons Exports tops this achievement with a large number of prestigious awards for excellence in international business to its credit as well as a winning streak with the Government of India Export Award in the incense category. The NR Group is vertically integrated in the fragrance domain. NR Group is one of the few marketing companies in India that create and blend the perfumes.
2.6 Ownership pattern: A family enterprise offering the highest quality and purity in all their products started by Sri Ranga Rao. The family enterprise is now seeing its third generation overseeing the business as CEOs, most of who have returned to head the group companies after management degrees from US universities. 2.7 Competitors Information: ITC- Mangaldeep:
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As part of ITC's business strategy of creating multiple drivers of growth in the FMCG sector, the Company commenced marketing Agarbattis (Incense Sticks) sourced from smallscale and cottage units in 2003. This Business leverages the core strengths of ITC in nation-wide distribution and marketing, brand building, supply chain management, manufacture of high quality paperboards and the creation of innovative packaging solutions to offer Indian consumers high quality Agarbattis. With its participation in the business, ITC aims to enhance the competitiveness of the small and medium scale sectors through its complementary R&D based product development and strengths in trade marketing and distribution. Mangaldeep Agarbattis are available in a wide range of fragrances like Rose, Jasmine, Bouquet, Sandalwood, Madhur, Durbar, Anushri and Mogra. New launches include Fragrance of Temple, Champa and Tarangini in an attractive pouch format. The pouch format of packaging is increasingly becoming popular. Mangaldeep has launched three variants Champa, Tarangini & Malligai in the pouch format catering to various market needs. The products have received encouraging response from consumers. VASU Agarbattis:
VASU Agarbattis journey into the world of agarbattis started way back in 1984, with just 3 products, in Mysore. Regarded as the cultural capital of Karnataka (India), the city of magnificent palaces and royal grandeur, the birth place of incense, is well known for its passion for fragrances, sandal, and handicrafts. Little wonder that the agarbattis made here are known the world over. Today, with over 30 brands which have won numerous accolades, VASU Agarbattis in the various segments are sold in over 200,000 outlets and across the globe. The organizational vision, and a strong ethos in business practice, is ably managed by its three partners, R.Krishna, R. Venkatesh and R. Mohan. Who are very much a part of the mission to create innovative systems, tools and programs giving its managers a conducive environment for learning, and, its staff motivation to develop and consolidate its position in the market.
The team is also well geared into the future, with a clear focus to expand its base of brands, both nationally and internationally, while keeping updated on the latest technology and being part of the industry development with a strong R&D team. Moksh Agarbattis: Company started operations in the year 1996, in Bangalore, India. Moksh is one of the largest manufacturer and exporter of finest quality of Indian traditional flora agarbatti and incense sticks selling it all over the world across 50 countries. Mokshs unique fragrances have been extremely appreciated, with the nature-inspired products gaining huge popularity. Many of the popular incenses and Agarbatti fragrances in India have come from Mokshs Agarbatti, including the largest selling Swarna Champa brand. They use R&D experts to add new fragrances to our portfolio by innovating newer fragrances. The incense sticks, Agarbatti brand includes Swarna Champa, Rose Incense, Jasmine Incense, gold sandal, Swarna mallika, Nag Champa Incense, Sandalwood Incense, and Herbal etc. 2.8 Infrastructural faculties: It is well equipped with fully finished office with meeting halls, training rooms to workers are provided with good working conditions like proper ventilation facility, drinking water facility, good pantry and air conditioners. The equipments are also arranged that the work flows smoothly and according to the requirements of the job. As such infrastructure facilities are good. An own premise is located in the heart of the Mysore city. Separate building for all diversified companies. Well-planned five-storied building is being used. Transportation facility is provided by the company to the employees. The ERP system is adopted in the organization. 2.9 Achievements / Awards
Par Excellence Awards (2009 & 2010) at the National Convention on Quality Concepts 4 awards in Advertising for Media Strategy, Radio Jingles and Innovation. 9 Chemexcil awards,
6 Visvesvaraya Industrial Trade Centre awards for excellence in exports. 3 Niryat awards from the Federation of Indian Export Organizations. Merit awards from the Handicrafts Council at State and National levels.
NR Group wins Quality Circles par Excellence Award: Mysore, 4th January 2010: NR Group, the manufacturer of India's leading agarbattis brand 'Cycle Pure Agarbattis', has won Par Excellence awards at the National Convention for Quality Concepts 2010, held in Vishakhapatnam recently. The awards were given for Quality projects on power conservation and packaging printing undertaken by NR Group employees for improving efficiency within the organization. The first team undertook a project on power conservation, aimed at reducing power wastage by analyzing the different areas where wastage was occurring. An awareness campaign was taken up internally, due to which the team successfully managed to reduce wastage. The larger impact was formed in the attitude of the employees. The second team, from the exports division of NR Group, focused on reducing the cost and time for printing variant names on packaging. By setting up the printing process in-house, the time for dispatching the final products was considerably reduced. Mr. Arjun Ranga, Managing Partner, NR Group, said, We are very proud of our employees and their achievements. NR Group employees, by forming quality circles or groups, are encouraged to participate in various forums and competitions on the quality front. As a company, we have understood the need to be highly quality-focused. Quality control systems give both internal and external audiences the belief that the organization, its products & services can be trusted. NR Group has consistently won Quality awards over the past two years from Quality Circle Forum of India and the Government of India. The awards won by the company include Par Excellence Award from Quality Circle Forum of India (CCQC 2009), Excellence award from Quality Circle Forum of India (NCQC 2009), Chemexcil for Exports from the Government of India and Excellence in Exports from the Government of Karnataka, among others.
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CE certification for the unmatched safety of products
2.10 Work flow model (end to end): Production process: (Figure: 1)
Raw materials Finished bamboo sticks sorting of stocks Preparation of paste Coloring (if required) Rolling batties Blending & Perfuming Drying
Packing
Dispatch
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Cluster actors: (Figure: 2) Forest department raw material supply
R/M suppliers Testing
Stick maker
Stick sorter
Agarbatti roller
Forest dept bamboo supply
Sorting of agarbattis Govt policies, Support inst, Financial inst, Marketing
Packaging industry
Packaging section
Agarbatti perfumer
Advantage hand rolled, Eco-friendly perfumes
Perfume industry
Transporter
Dealers agents/retailers
Customers
Cost & aesthetics MNCs global competition, Mechanization, Technology, Infrastructure, HR, etc
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2.11 Future growth and prospects for the company: Cycle Pure agarbattis are the market leader in the Indian Market but now other brands are coming to market and Major revenue is getting from exports and company wants to strong their brand in Indian market. Introducing innovations and being perceived as the best agarbatti product provider in the country; and having ability to respond to the ever-changing demand of the consumers.
CHAPTER: 3
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3 MCKINSEYS 7S FRAME WORK WITH SPECIAL REFERENCE TO ORGANISATION: 3.1 McKinseys 7S model: The 7s Framework of McKinsey is a management model that describes 7 factors to organize a company in a holistic and effective way. Together these factors determine the way in which a corporation operates. There are 7 basic dimensions, which represent the core of managerial activities. These are the levelers, which executes use to influence complex and large organizations. Obviously, there was a concerted effort on the part of the originators of the model to coin the managerial variables with words beginning with the letter S. So as to increase the communications power of the model. Figure: 3 Source: McKinsey 7-S Framework, from the book In search of Excellence by Thomas J Peters and Robert H Waterman
Application of 7s Model: 1. Structure: The organization chart and accompanying baggage that show who reports to whom and how tasks are both divided and integrated. Since N.Ranga Rao & Sons is a private ltd company. The structure of the organization is democratic. Major decision however is taken is at top-level management of the company.
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Organization Chart: (Figure: 4) Area Sales Manager
Sales Executive
Sales of territory
Territory
Sales Representative
Source: Company Brochure
2. System: Formulation of agarbatti (incense stick) is an ancient art. The finest ingredients are blended in exact proportions so that the same unique fragrance bouquet is obtained every time. Traditionally handmade, the batties are rolled by hand under strict supervision. Quality always has been an integral part of our organization in all processes during product realization. Quality checks are done at material inward, in process and finished goods stages through statistically designed sampling plans. Quality checks at vendor premises daily, is our norm for out-sourced processes. Our AWARENESS on the importance of quality and introduction of FORMAL methods for quality control and improvement has been an evolutionary development over 6 decades.
Systems based on ISO 9001: 2008 has been implemented, to provide guidelines for the formation of Quality Management System.
3. Style:
Style is one which top managers can use to bring about organization change. The aspects of business most emphasized by members of the top management tend to be given more attention by people down in organization. Reporting relationship may also convey the style of the organization.
The reasons to support this are as follows: Whenever important decision are to be made, the whole staff is allowed to participative in the decision making where by suggestions are sought and if found appropriate are accepted and implemented. In N.Ranga Rao & Sons instead of Boss-Subordinate relationship among the employees of the organization, superior acts as a guide and facilitator for his subordinates. The top management always encourages changes in the organization provided they happen to be always ready to cope with different situation.
4. Staff: Presently there are about 6 in NR Group. Employees are the functional unit of any organization. The company contributes to the prosperity of the society as whole by providing equal opportunities to all. The company provides training to get gainful, high performance employees. 1500 plus employees are working under N.R.Group in all over India.
5. Skill: The qualified personnel with required skills and competency are recruited and selected for the required designation. For example: for recruiting and selecting the manpower required by the Marketing department the criteria would be MBA (Marketing) and who have the capabilities and competencies to handle the functioning of work smoothly.
6. Strategy: The strategies being adopted by the company:
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"FRAGRANCE WORLD, THE EXCLUSIVE RETAIL SHOWROOM: Fragrance World, the exclusive retail showroom of the Mysore based NR Group located on Dhanwantri road in Mysore city. Advertisement in a traditional and devotional way like (Bhagawah hai, Devaru eddare ) Sponsoring Third umpire ship in International cricket matches Building bus stands in the Mysore city with colorful background of Cycle pure agarbattis posters
7. Shared values: The common feeling among the people in the N.Ranga Rao & Sons is that they are meeting the demands of the customers and fulfilling the expectations in the form of productions and its variability. The employee also have belief that they are giving at the best possible price to milk they procure from farmers. Value of NR Group: Honesty Discipline Transparency Cleanliness Total quality Self-reliance Co-operative free politics Respecting others opinions, emotions, thoughts, and feelings. 4. N.Ranga Rao & Sons - SWOT ANALYSIS: SWOT analysis is a strategic planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a business venture. It involves specifying the objective of the business venture and identifying the internal and external factors that are favorable and unfavorable to achieving that objective. A SWOT analysis must first start with defining a desired end state or objective. A SWOT analysis may be incorporated into the strategic planning model. * Strengths: Attributes of the person or company that is helpful to achieving the objective(s).
* Weaknesses: Attributes of the person or company that is harmful to achieving the objective(s). * Opportunities: External conditions those are helpful to achieving the objective(s). * Threats: External conditions which could do damage to the objective(s). Identification of SWOTs is essential because subsequent steps in the process of planning for achievement of the selected objective may be derived from the SWOT. Table: 3 STRENGTHS Art of perfuming is well accustomed. Large labor base Exposure to Export markets No power requirement Aids to poverty elevating program Has a huge potential to generate employment Recognized under the handicraft sector Supports many allied activity of WEAKNESSES Decrease in raw material availability Lack of mutual trust Customer awareness is very low
amongst low-end producers. Finance is not liberal since industry involves large working capital. Lack of innovations and experimenting skills to explore the new users & uses No progress in R&D Laws, acts etc. Poor living condition at bottom of the network
handicraft (Bamboo splitting, Paper tube making etc.) Support of Government departments, NGOs
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OPPORTUNITIES Large export market potential. Scope for innovations and R&D Domestic market expanding Machine milled, hand rolled batties are having a competitive edge over machine made agarbattis Free trade regime can provide better raw materials for better price
THREATS Global competition. Unethical practices at local level. Forest based raw material supply
becoming scarce Mechanization.
5. LEARNING EXPERIENCEE: This 10 weeks project work was an excellent opportunity to experience the real business environment and learn skills that would assist the researcher wherever researcher goes in life. The researcher feels extremely grateful towards N.Ranga Rao & Sons Pvt Ltd for giving an opportunity to work as an internship trainee. It was valuable to be immersed in the industry and have the chance to talk to many professionals at the company. The project work gave the researcher an insight on the practicality of some of the academic knowledge gained during the first three semesters of the MBA course. The in-plant training undertaken at N.Ranga Rao & Sons Pvt Ltd has enabled me to enhance the knowledge and get an insight of the organization and its managerial functions. The study makes one really think and visualizes how things happen in an organization. As the study does not focus on only one aspect of company, there was greater opportunity to visit every work place of the company like shop floor. Through the shop floor visit, I learnt the entire work flow. These processes occur through healthy interaction of various departments. The department studies helped me to understand how a company functions overall. The humble involvement, information help and support offered by the N.R Group employees gave a better understanding of their functions, responsibility as well as what is really expected of them from their respective departments. The managerial qualities learnt from N.Ranga Rao & Sons are good
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leadership, discipline, hard work, knowledge, communication, motivation, interaction, cooperation and humanity. Practically meeting them and getting exposed to company motivates one to become sincere and committed at work like them in future. Researchers feel it was a great opportunity to undergo In-Plant training at N.Ranga Rao & Sons Pvt Ltd and Researcher understood how the company till now is fulfilling requirements by providing the materials required by the concerned departments at proper time. The support and the hands on experience during 10 weeks in the organization has become a value addition to my MBA curriculum.
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PART-B
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CHAPTER: 1 1. GENERAL INTRODUCTION The market for incense sticks is very vast and the demand for these incense sticks is high even in the far-flung rural areas. The incense industry is driven by factors other than commerce like tradition, superstition and religion India has a leadership position in the incense sticks market and fulfills more than half of the worlds incense sticks requirements. Export earnings have crossed 220 crore mark while the domestic market is expected to be well over a 1000 crores. Every year more than 60 billion sticks are produced and the market is growing at a rate of 7% per year. The incense stick market faces a sudden upsurge in demand during the festival season. Demand from both domestic and international sectors peaks up during festivals like Dasara and Diwali. Some of the popular fragrances that have captured the imagination of consumers both in India and abroad include Archanam Mogra, Yagyam Havan, Yogam Dhoop, Poojanam Saffron, Dhyanam Sandal, Chintanam Kasturi, and Shantam Rose. Today, the incense industry has not only become a major revenue earner for the Government it has also become a prominent source of employment for women in rural areas. Presently, the incense industry in India is a cottage industry and the market is largely unorganized. Only 20% of the market is occupied by organized players while the rest is controlled by small operators. The government needs to pay urgent attention to this industry if it wants the industry to retain its leadership position in the industry. The incense stick industry has also promoted social entrepreneurship in the rural and semi urban areas as more and more people have acquired the confidence to start their own businesses. Some reputed Indian corporate have taken the lead in promoting this trend by training rural women in bamboo cutting, incense rolling, raw incense sorting, perfuming and packaging of incense sticks. The entry of corporate has helped in mechanization at each step of the manufacturing process. Earlier rural women used to cut bamboo with an axe leading to injuries. This process has been done away with the introduction of bamboo cutting machines.
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CHAPTER: 2 2. RESEARCH DESIGN / METHODOLOGY OF THE STUDY: Meaning of research has confined to the concept:As per author Philip Kotler, Marketing Research is the systematic design collection, analysis and reporting of data and findings to a specific marketing situation facing the company. To meet this objective, the company should know its consumers, their needs, tastes, preferences and condition of market etc. This information is provided by Market Research. In this study we confine to reach the product rendered by the Cycle pure agarbattis to satisfy the consumers. Rationale behind the study:Theoretically whatever we study in management courses can be easily accumulated and understand only when it is used practically, when theoretically; knowledge is put into practice, the problems, obstacles or the impediments will come out and suitable marketing strategies can be implemented to solve it, then there will be a perfection and experience and clear knowledge about the subject in the mind of the learners. That is why in every management or career advancement courses, a Practical Training like simulations, case study, project reporting, working situation are given. In todays competitive world it has become imperative for companies around the world to keep a track on what consumers wants from the various products offered to him: it is also necessary for us to keep a tab on the changing needs of the consumers so that we may align our products accordingly to meet the consumer expectations. The objective of all business enterprise is to satisfy the needs and wants of the consumers and thereby to earn profit. The slogan caveat emptor turned as caveat vendor because, the producers fate is decided by the action of the consumer i.e., either by accepting the product or rejecting it. Under the modern concept of marketing, the producers responsibility is not ended with production and distribution of goods, he has to satisfy the needs of consumers by producing and offering the
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products in the way which a consumer wants. Marketers believe that, the customer is the king. The present marketing environment is customer oriented. 2.1 Research method It is a master plan, which contains everything on how to start and how to finish effectively. Its a frame work for action. It specifies pattern of framework for controlling the collection of data accurately and economically and specifies methods and procedures. It is the "glue" that holds all of the elements in a research/project together. We often describe a design using a concise notation that enables us to summarize a complex design structure efficiently. The Research design constitutes the blue print for the collection, measurement and analysis of data. It aids the researcher in the allocation of limited resources by posing crucial choices. The blue print includes experiments, interviews, observation, and the analysis of records, simulation or combination of these. Description of research design. According to Graham Research Design is the specification of method and procedure for acquiring the information required for the solution of a specific problem. It provides scientific framework for conducting some research investigation. The procedure and plan for collecting and analysis of the information can be outlined once the problem is formulated and the objectives of the investigation should taken into consideration the resource and time available for a study. To Design is to plan. Designing is the process of making decisions before the situation arises, in which the decision has to be carried out. Designing is the process of deliberate anticipation towards bringing an expected situation under control. If we anticipate before we conduct a research inquiry, the various difficulties that may have to be encountered in the course of this exercise and decide what to do about these problems, and then we increase to the extent our chances of rationally controlling and articulating the research procedure and for forecasting the possibilities of failure.
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In my research I have used the DESCRIPTIVE RESEARCH DESIGN. Descriptive research describes the characteristic of a group. This type of research is also a grouping that includes many particular research methodologies and procedures, such as observations, surveys, self-reports, and tests since our population size was more we have used the sample survey research method. We considered a sample which is the representative of the total population.
2.2 Statement of the problem This study has been conducted in order to know the Consumer Satisfaction level towards CYCLE PURE agarbattis in Mysore city. It is conducted to find out factors which influence to buy Cycle Pure Agarbattis. Increased awareness likes and dislikes of consumers become loyal to a particular brand and some others. What issues are pertaining to Consumer Satisfaction? All these issues are addressed by this study. Therefore this study is conducted to determine the Consumer Satisfaction. 2.3 Need of the study This project report is also concerned with such marketing research. The report deals with A Study on Consumer Satisfaction Level towards Cycle Pure Agarbattis in Mysore city, attempts had made to analyze marketing situation and marketing problems confronted and also consumer survey has been undertaken for analyzing their opinions towards Cycle Pure Agarbattis. Suggestions have been given for adopting suitable marketing programs ensuring fair return on the capital invested on one hand and consumer satisfaction on other hand. To identify the needs of the consumer in agarbattis. To study the consumer satisfaction level towards Cycle Pure Agarbattis. Find out the consumers opinion in different agarbatti attributes.
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2.4 Objectives of the study For the purpose of carrying out any activity the primary requirement is to fix up the objectives. The objectives of the study are as follows: To understand the Agarbatti market. To understand and analyze the consumer agarbatti usage pattern. To understand the needs of consumers while searching agarbatti products. To understand how respondent will react about their using agarbatti product. To know and understand the attributes which are attracting the consumers in agarbattis. To know the opinions of respondents towards Cycle Pure Agarbattis. To understand impact of local brands. To know the awareness about premium agarbattis.
2.5 Scope of study This study is on Consumer Satisfaction Level towards Cycle Pure agarbattis in Mysore city. This report attempts to bring about details regarding history, fundamental concepts and types of products. This study also attempts to look into the profile of N.Ranga Rao & Sons Company limited, Consumer opinion about Cycle Pure agarbattis. In this research only some of the leading agarbatti companies in Mysore city have been taken into consideration because the competition lies in between these leading companies and hence it will be easy for me to study their opinion towards agarbattis
2.6 Operational Definition & Concepts Marketing: Marketing is the process by which companies determine what products or service may be of interest to consumers, and the strategy to use in sales, communications and business development. It is an integrated process through which companies create value for consumers and build strong customer relationship in order to capture value from customer in return.
Consumer: A consumer is a person or group of people that are the final users of products and or services generated within a social system. A consumer may be a person or group, such as a household. The concept of a consumer may vary significantly by context. Attitude: An attitude is a hypothetical construct that represents an individuals degree of like or dislike for an item. Attitudes are generally positive or negative views of a person, place, thing, or event- this is often referred to as the attitude object. Consumer satisfaction: Everyone knows what satisfaction is, until asked to give a definition. Then, it seems, nobody knows This quote of consumer satisfaction, expresses the challenge of defining this most basic of consumer concepts. Satisfaction is consumers, fulfillment response. It is a judgment that a product of service feature, of the product or service itself, provides a pleasurable level of consumption related fulfillment. In less technical terms, we translate this definition to mean that satisfaction is the consumer evaluation of a product or service in terms of whether that product or service met their needs and expectations. Failure to meet needs and expectations is assumed to result in dissatisfaction with the product or service. Consumer satisfaction will be influenced by specific product or service features and by perceptions of the quality. Satisfaction will also be influenced by consumers emotional responses, their attributes and their perceptions of equity. For consumer satisfaction to be high, promises and expectations must be met. Consumers who have an issue dealt with to their satisfaction have a 95% likelihood of repurchasing and telling 5 people about their experience; if they dont complain (as 96% of people do) they will tell at least 10 other people about their problem. The occurrence of problem can cause a 15-to-30-point drop in high satisfaction Responses and in loyalty indications. This puts revenue at risk to an average tune of 11%. Therefore, some techniques to maintain and improve satisfaction must be considered. An effective complaint handling system is an excellent defensive tool. Ongoing surveys to measure consumer satisfaction, loyalty, and capture the voice if the consumer is also essential. Consumer Satisfaction = Performance / Expectation
Consumer Satisfaction = Benefits / Conceived
Product and service features: Consumer satisfaction with a product or service is influenced by the Consumers evaluation of product and services features. In conducting satisfaction studies, most firms will determine through some means what the important features and attributes are for their service and they measure perceptions of those features as well as overall satisfaction.
Consumer Emotions: Consumer emotions can also affect their perceptions of satisfaction with a product or services. These emotions can be stable, pre-existing emotions. Specific emotions may also be included by the consumption experience itself, influencing a consumers satisfaction with the products or services.
Perception of equity or fairness: Consumer satisfaction is also influenced by the perception of equity and fairness. Consumer asks themselves: Have I been treated fairly compared with other consumers? Did other consumers get better treatment, better quality Services? Did I pay a fair price for the product? Was I treated well in exchange for what I paid and the effort I expended? Notions of fairness are central to consumers. Perception of satisfaction with the Products and Services.
Consumer Satisfaction Highlights Today in the consumer driven economy, all firms are engaged in a quick race to attract consumers and build a long term relationship with their loyal Consumers. The key to consumer loyalty is through Consumer Satisfaction. A satisfied consumer will act as a spokesperson of the companys product, and bring in more buyers. There is also a high correlation between loyalty and profitability.
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There is the Pareto principal or the 80/20 rule; it says that 80% of one thing comes from 20% of another. That is to say a small percentage of loyal consumers will lend a large weight to the companys sales. Therefore marketers have to ensure Consumer value satisfaction. For this they have to ensure: Relationships are built to offer lifetime consumer value to enable the consumer to experience value satisfaction. Communications are used to convey to consumer to experience that goes on using a value added product. The efforts of the marketers in trying to understand buying motives, organizing buyer behavior and suitable promotional strategy to suit the consumer behavior is to ensure CONSUMER SATISFACTION.
2.7 Limitations of the study All studies have their own parameter and it is difficult to make a study on assumptions. Hence, complete accurate information through the survey. The following are some limitations. Primary data cannot be obtained rapidly. Availability of time for study was less. The study is limited to Mysore city. Respondents sometimes refuse to give information. Chance of giving wrong information. Respondents may not give clear cut data. The sample size is restricted to 150 only because of time constraint. The study has to be completed within a short span of time that was available. Data was collected only through direct personal interview and filling the questionnaire that was completely an individual view points.
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CHAPTER: 3 METHODOLOGY OF DATA COLLECTION: Methodology: After having identified the problem as the Consumer Satisfaction towards Cycle Pure Agarbattis in Mysore city it was decided to conduct a descriptive research. Adequate suitable secondary data was collected for the study and was decided to take a survey to conduct for the study. 3.1 Sources of data: A study is successfully completed when the data available is appropriate and adequate. Primary Data Primary data refers to the data that is fresh and collected for the first time. It refers to the data collected by the researcher himself and original in character. The primary data were derived from the answers respondents gave in the structured questionnaire prepared by the researcher. The primary data is collected from Consumers through questionnaire. So, the researcher visited around 150 consumers in Mysore City. The questionnaires have contained 18 questions with both open ended and closed ended questions. The respondents were asked to give their opinion regarding the concerned topics and respondents have given valuable information. Primary Data are original source, which are collected directly from the respondents. This information is collected through questionnaire, personal interview and through observation. Secondary Data The Secondary data, on the other hand, is those which have already been collected by someone else and which have already been passed through statistical processes. Secondary data is the information that already exists. For collecting secondary data researcher used internet,
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magazines, newspapers and various books. Researcher also consulted faculties for getting valuable information. These sources consist of readily available information and already complied statistical statement whose data may be used by the researchers for their study. The secondary sources include Annual reports, Journals, Articles as well as magazines and manuals. Descriptive Research Descriptive Research is also called Statistical Research. The main goal of this type of research is to describe the data and characteristics about what is being studied. The idea behind this type of research is to study frequencies, averages, and other statistical calculations. Although this research is highly accurate, it does not gather the cause behind a situation. Descriptive Research is mainly done when a researcher wants to gain a better understanding of a topic for example, a frozen ready meals company learns that there is a growing demand for fresh ready meals but doesnt know how much about the area of fresh food and so has to carry out research in order to gain a better understanding. It is quantitative and uses surveys and panels and also the use of probability sampling. This type of research is also a grouping that includes many particular research methodologies and procedures, such as observations, surveys, self-report, and tests. The four parameters of research will help us understand how descriptive research in general is similar to, and different from, other types of research. 3.2 Sampling Plan: Population: Consumers in Mysore city. Sample Size: 150 consumers in Mysore. Sampling Method: Non probability, Convenience Sampling Method.
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This study follows non probability sampling method in which units of the sample are selected on the basis of convenience. In non-probability sampling this study followed convenience sampling, which refers to sampling by obtaining units or people who are most conveniently available.
3.3 Field Work:
The field work was done in this project by using a well-structured questionnaire. The questionnaire was filled in personally by some of the respondents whereas some of the questionnaires were filled by researcher himself by asking questions to respondents. The survey was conducted in Mysore City. The survey questionnaires were coded and then tabulated. The analysis and interpretation was given based on the results of the tabulation. 3.4 Tools and Techniques of Data Collection: Research Instrument The tools and instruments used are questionnaire for collecting primary data and MSExcel to analysis the data. For this study, questionnaire was used as the research instrument to know the satisfaction level of consumers. A structured questionnaire was distributed to the selected respondents. The questionnaire given to the respondents aimed to know opinion about product and the questionnaire was structured in such a way that respondents were able to answer it easily. Data Analysis Procedure: Percentage analysis method The statistical tool used in this research is PERCENTAGE ANALYSIS = NUMBER OF RESPONDENTS TOTAL NUMBER OF RESPONDENT Data Analysis and Presentation Percentage analysis is a useful tool. Percentage refers to a special kind of ratio. Percentage is in making comparison between two or more series data. Percentages are used to
* 100
describe relationships. This method is used for the analysis of the data this analysis has given a clear picture of the research study it means how many of the respondents are involved in the interview and what type of opinion they are having is based on the type of the analysis and the interpretation is mainly based on the percentage analysis. The present research study, to estimate the research in percentage, percentage analysis, is used for analysis of the data Data Analysis Procedure:
1 2 3 4 5
Strongly Agree Agree Neither Agree Nor Disagree Disagree Strongly Disagree
Likerts Questionnaire Values and Interpretation: The Likert survey has been selected. Questions in the questionnaire have enabled the respondents to answer the survey easily. In addition, this research instrument allowed the researcher to carry out the quantitative approach effectively with the use of statistics for data interpretation. Once all the answers of the respondents have been gathered, the researcher computed the weighted mean value for each survey item. The mean was then compared to the Likert scale to interpret the results. The weighted mean was used in order to obtain the average values that represented the samples response to each question in the survey. This helped the researcher identify the general response of the participants to the question given. Data Analysis and Presentation In order to analyze the data gathered from the survey, the weighted mean for each question item was computed. Weighted mean is the average wherein every quantity to be averaged has a corresponding weight. These weights represent the significance of each quantity to the average. To compute for the weighted mean, each value must be multiplied by its weight. Products should then be added to obtain the total value. The total weight should also be
computed by adding all the weights. The total value is then divided by the total weight. Statistically, the weighted mean is calculated using the following formula: Weighted mean = (Y1 x 5) + (Y2 x 4) + (Y3 x 3) + (Y4 x 2) + (Y5 x 1) ----------------------------------------------------------100 Where Y1, Y2, Y3, Y4, Y5 are the number of respondents that selected the given Likert choices The computed mean was then compared to the scale for interpretation as given below:
Software used for data analysis: The software used in this research study is Microsoft word. Microsoft excel
Statistical techniques used: Pie chart Bar diagram Doughnut diagram Primary data in the present research plays a very vital role; conclusion and recommendation in this research are completely based on the data analysis and interpretation. The primary data collected from the respondents has been classified and tabulated using statistical tools. Analysis is purely based on classified and tabulated data. Analysis in the form of theory has been interpreted just below the table since the researcher is completely aware of the limitations of advance statistical tools. Researcher has simply analyzed the primary data with the help of percentile analysis and other simple methods of statistics. The analyzed data have been represented diagrammatically or graphically wherever required. Bar charts, Pie diagram, data classification, tabulation, analysis and interpretation have been followed by summary of findings.
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CHAPTER: 4 ANALYSIS & INTERPRETATION OF DATA Table 5: Gender of the Respondents

SL. no 1 2 Gender Male Female Respondent 94 56 Respondent % 62.67% 37.23%
Source: Primary data Graph: 1 Gender of the Respondents

160 140 120 100 80 60 40 20 0 2 Female 1 Male 94 62.67% 37.23% 56
Respondent 56 94
Respondent % 37.23% 62.67%
Analysis: From the survey data it is observed that 62.67% of the male and followed 37.33% respondents are female. Interpretation: Above analysis shows that Male consumers are decision makers while purchasing the agarbatti products.
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Table 6: Age group of the Respondents SL. no 1 2 3 4 5 Age group Below 25 25-35 36-45 46-55 55 & Above Respondent 13 38 28 36 35 Respondent % 8.67% 25.33% 18.67% 24% 23.33%
Source: Primary data Graph: 2 Age group of the Respondents

Respondent 38 Respondent % 36 35
28
13
8.67% Below 25 1
25.33% 25-35 2
18.67% 36-45 3
24% 46-55 4
23.33% 55 & Above 5
Analysis: Above table shown that out of 150 respondents 8.67% of respondents are falling under age group Below 25 years, 25.33% of respondents are under 25-35 years, 18.67% of respondents are under 36-45 years, 24% of respondents are under 46-55 years and 23.33% of respondents are above 55 years.
Interpretation: Except below 25years age group respondents, remaining all age group respondents are shows equal response in buying agarbatti products.
Table 7: Occupation of the Respondents Sl No 1 2 3 4 5 6 Occupation Business/Entrepreneur Government employee Employee in private organization Retired person Housewife Other Source: Primary data Graph: 3 Occupation of the Respondents
1% 1 Business/Entrepreneur 21% 28% 3 Employee in private organization 4 Retired person 19% 14% 17% 5 Housewife 6 Other 2 Government employee
Respondent 32 28 26 20 42 2
Respondent % 21.33% 18.67% 17.33% 13.33% 28% 1.34%
Analysis: Above table shown that out of 150 respondents 21.33% of respondents are in Business/ Entrepreneur, 18.67% of respondents are Government employees, 17.33% of
Page 57
respondents Employee in private organization, 13.33% of respondents are Retired persons, 28% of respondents are Housewifes, and 1.34% of respondents are in other occupation. Interpretation: The customer is different and consumer is different. At the time of purchasing male respondents are high and at the time of using female respondents that to housewives are high. Consumers means actually who uses the product. Table 8: Educational qualification of the Respondents Sl No 1 2 3 4 5 Education Post Graduate Under Graduate PUC SSLC Below SSLC Respondent 25 59 20 40 6 Respondent % 16.66% 39.34% 13.33% 26.67% 4%
Source: Primary data Graph: 4 Educational qualification of the Respondents
4% 17%
27%
1 Post Graduate 2 Under Graduate 3 PUC 4 SSLC 5 Below SSLC
13%
39%
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Analysis: Above table shown that out of 150 respondents 16.66% of respondents are Post Graduates, 39.34% of respondents are Under Graduates, 13.33% of respondents are PUC, 26.67% of respondents are SSLC, and 4% of respondents are Below SSLC. Interpretation: The major portion user qualification is Under Graduate. And by using agarbatti the education qualification does not matter. Table 9: Annual income of the Respondents Sl No 1 2 3 4 5 6 7 8 Annual income Below 10000 Rs 10000Rs 25000Rs 25000Rs 50000Rs 50000Rs 75000Rs 75000Rs 100000Rs 100000Rs 150000Rs 150000Rs 200000Rs 200000Rs & above Source: Primary data Graph: 5 Annual income of the Respondents
200000Rs & above 150000Rs 200000Rs 100000Rs 150000Rs 75000Rs 100000Rs 50000Rs 75000Rs 25000Rs 50000Rs 10000Rs 25000Rs Below 10000 Rs 0 10% 8% 8.67% 8% 4% 4.67% 2% 20 40 60 80 100 Respondent Respondent % 54.66% 8
Respondent 3 7 6 12 13 12 15 82
Respondent % 2% 4.67% 4% 8% 8.67% 8% 10% 54.66%
Analysis: Above table shown that out of 150 respondents, 2% of respondents are falling under below 10000Rs, 4.67% of respondents are under 10000Rs 25000Rs, 4% of respondents are under 25000Rs 50000Rs, 8% of respondents are under 50000Rs 75000Rs, 8.67% of
respondents are under 75000Rs 100000Rs, 8% of respondents are under 100000Rs 150000Rs, 10% of respondents are under 150000Rs 200000Rs, and 54.66% of respondents are under 200000Rs & above income level. Interpretation: When purchasing the agarbatti product the annual income of the respondents plays a major role. Depending upon the annual income the monthly amount spent on agarbatti will be decided by the consumers and major portion occupied by 200000Rs and above income consumers. Table 10: Festival celebrated by the Respondents Sl No 1 2 3 4 Festivals Diwali and Ganesh Pooja Id-Ul-Fitr Christmas Other Respondent 146 4 Respondent % 97.33% 0% 2.67% 0%
Source: Primary data Graph: 6 In this question Diwali and Ganesh Pooja is considered as 1 and that is Hindu, Id-Ul-Fitr is considered as 2 and that is Muslim, and Christmas is considered as 3 and that is Christian. Festival celebrated by the Respondents
Other
0%
Diwali and Ganesh Pooja Id-Ul-Fitr Christmas
2.67%
0%
146
97.33% 20.00% 40.00% 60.00% 80.00% 100.00% 120.00%
0.00%
Respondent %
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Analysis: Above table shown that out of 150 respondents, 97.33% of respondents are Hindu,
2.67% of respondents are Christians.
Interpretation: From the above analysis the major consumer category will come under Hindu religion and few percentage of Christians are also using agarbattis. Table 11: Purpose of usage of agarbattis by the Respondents Agarbatti Purpose Rating Number of Respondents Religious purpose Fragrance purpose Part of Pooja Total Source: Primary data 1 2 3 15 17 118 150 Weighted Average 2.68 Weighted Average 15 34 354 403
Graph: 7 Purpose of usage of agarbattis by the Respondents
6 5 4 3 2 1 0 17 15 34 15 0 150 118
2.68 Agarbatti Weighted Average Agarbatti Number of Respondents Rating Purpose
403 354
100
200
300
400
500
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Analysis: Above table shown that out of 150 respondents, 10% of respondents are used for Religious purpose, 1.33% of respondents are used for Fragrance purpose, and 78.67% of respondents are used for Part of Pooja. Interpretation: From the analysis the major portion of consumers using agarbattis for Part of Pooja when compare to other purposes like Religious purpose or Fragrance purpose. Table 12: The total amount spent on agarbatti in a month by Respondents Sl No 1 2 3 4 5 6 Amount 10 Rs 20Rs 20Rs 30Rs 30Rs 50Rs 50Rs 75Rs 75Rs 100Rs 100Rs and above Respondent 6 36 45 9 22 32 Respondent % 4% 24% 30% 6% 14.67% 21.33%
Source: Primary data Graph: 8 The total amount spent on agarbatti in a month by Respondents
4% 21% 21% 24% 4% 24% 1 10 Rs 20Rs 2 20Rs 30Rs 3 30Rs 50Rs 15% 15% 6% 6% 30% 4 50Rs 75Rs 5 75Rs 100Rs 6 100Rs and above 30%
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Analysis: Above table shown that out of 150 respondents, 4% of respondents are spent 10 Rs 20Rs, 24% of respondents are spent 20Rs 30Rs, 30% of respondents are spent 30Rs 50Rs , 6% of respondents are spent 50Rs 75Rs, 14.67% of respondents are spent 75Rs 100Rs, and 21.33% of respondents are spent 100Rs and above. Interpretation: From the above analysis the major portion of consumers will spent 20-30Rs or 30-50Rs for agarbatti in a month and some consumers will spent 100Rs and above in a month . Table 13: The attributes of Respondents is looking in agarbattis Sl No 1 2 3 4 5 Attributes Price Good quality Fragrance Easy availability Good packaging Respondent 6 69 68 5 2 Respondent % 4% 46% 45.33% 3.33% 1.34%
Source: Primary data Graph: 9
The attributes of Respondents is looking in agarbattis

1% 3% 4%
1 Price 2 Good quality 3 Fragrance 46% 46% 4 Easy availability 5 Good packaging
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Analysis: Above table shown that out of 150 respondents, 4% of respondents are looking for Price, 46% of respondents are looking for Good quality , 45.33% of respondents are looking for Fragrance, 3.33% of respondents are looking for Easy availability, and 1.34% of respondents are looking for Good packaging. Interpretation: The above table tells the consumers will look for Quality and Fragrance equally and rest attributes are not much impact able.
Table 14: The agarbatti product Respondents are used daily Sl No 1 2 3 4 5 6 7 8 9 10 11 Products Moksh Vasu Ashika Cycle Pure Gopika Ullas Mangaldeep Padmini Shantala Jettappa Other Respondent 13 46 1 72 2 3 2 1 2 2 6 Respondent % 8.67% 30.67% 0.67% 48% 1.33% 2% 1.33% 0.67% 1.33% 1.33% 4%
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The agarbatti product Respondents are used daily

1% 1% 1% 1% 2% 1% 4% 1 Moksh 9% 2 Vasu 3 Ashika 4 Cycle Pure 31% 5 Gopika 6 Ullas 7 Mangaldeep 48% 1% 8 Padmini 9 Shantala 10 Jettappa
Analysis: Above table shown that out of 150 respondents, 8.67% of respondents are using Moksh, 30.67% of respondents are using Vasu, 0.67% of respondents are under using Ashika, 48% of respondents are using Cycle Pure, 1.33% of respondents are under using Gopika, 2% of respondents are using Ullas, 1.33% of respondents are using Mangaldeep, 0.67% of respondents are using Padmini, 1.33% of respondents are under using Shantala, 1.33% of respondents are using Jettappa, and 4% of respondents are using Other Brands. Interpretation: From the above analysis easily tell Cycle Pure Agarbattis are the Market Leader in Mysore Market and Major Competitor is Vasu Agarbattis and other brands are not a problem to Cycle Pure Agarbattis.
Table 15: The reason for using the above product by Respondents. Sl No 1 2 3 4 5 Attributes Price Good quality Fragrance Easy availability Good packaging Respondent 6 65 72 5 2 Respondent % 4% 43.33% 48% 3.33% 1.34%

The reason for using the above product by Respondents

1 Price 80 60 40 5 Good packaging 20 0 2 Good quality Respondent Respondent %
4 Easy availability
3 Fragrance
Analysis: Above table shown that out of 150 respondents, 4% of respondents are looking for Price, 43.33% of respondents are looking for Good quality , 48% of respondents are looking for Fragrance, 3.33% of respondents are looking for Easy availability, and 1.34% of respondents are looking for Good packaging. Interpretation: While purchasing the agarbatti product consumer only wants a Good Quality and Fragrance. Because the Indian consumers will not worry on price when it comes to their religious purpose. Table 16: The purchase point of agarbatti product by Respondents Sl No 1 2 3 4 5 6 7 Attributes Dealers point Retail point Retail super market Company outlet Pan shop Pooja outlet Other Source: Primary data Graph: 12 Respondent 4 118 16 5 3 3 1 Respondent % 2.66% 78.67% 10.66% 3.34% 2% 2% 0.67%
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The purchase point of agarbatti product by Respondents

Other Pooja outlet Pan shop Company outlet Retail super market Retail point Dealers point 0 4 2.66% 20 40 60 80 100 120 140 7 1 0.67% 3 2% 3 2% 5 3.34% 16 10.66% 78.67% 118 Respondent % Respondent
Analysis: Above table shown that out of 150 respondents, 2.66% of respondents are purchasing from Dealers point, 78.67% of respondents are purchasing from Retail point, 10.66% of respondents are purchasing from Retail super market, 3.34% of respondents are purchasing from Company outlet, 2% of respondents are purchasing from Pan shop and 2% of respondents are purchasing from Pooja outlet and 0.67% of respondents are purchasing from Other source. Interpretation: The major part of consumers will prefer Retail outlet to purchase the agarbatti product. Because its near to consumer home or credit facility by retailer, some of the factor will influence the consumers to purchase in Retail outlet. And new trend of Retail Super Market is growing purchase point.
Table 17: The usage of Cycle Pure agarbatti by Respondents SL. no 1 2 Usage Yes No Respondent 138 12 Respondent % 92% 8%
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The usage of Cycle Pure agarbatti by Respondents

160 140 120 Axis Title 100 80 60 40 20 0 1 Yes 2 No 12 8% Respondent 138 12 92% 138
Respondent % 92% 8%
Analysis: Above table shown that out of 150 respondents, 92% of respondents are used Cycle Pure agarbattis, 8% of respondents are not used Cycle Pure agarbattis. Interpretation: From the survey all the consumers are know about the Cycle Pure agarbattis but only few consumers are not used because they are brand loyal to compeititor company and remaining consumers are used Cycle Pure Agarbattis.
Table 18: From how many years Respondents are using Cycle Pure agarbattis Sl No 1 2 3 4 5 Years 1 12 Months 1 3 Years 3 5 Years 5 Years and above Not used Source: Primary data Respondent 59 33 13 33 12 Respondent % 39.33% 22% 8.67% 22% 8%
Graph: 14
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From how many years Respondents are using Cycle Pure agarbattis
45.00% 40.00% 35.00% 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% 0 1 2 3 4 5 6 3 3 5 Years 13, 8.67% 5 Not used 12, 8% 2 1 3 Years 33, 22% 4 5 Years and above 33, 22% 1 1 12 Months 59, 39.33%
Respondent %
Analysis: Above table shown that out of 150 respondents, 39.33% of respondents are using from 1 12 Months, 22% of respondents are using from 1 3 Years, 8.67% of respondents are using from 3 5 Years , 22% of respondents are using from 5 Years and above , and 8% of respondents are not used. Interpretation: The consumers who are using from past 5years and above and 3-5years are brand loyal to Cycle Pure agarbattis and the consumers using from last 1-3years are shifted from other brands and the consumers who are using from 1-12months are frequently changing the brands.
Table 19: Ranking given by the Respondents for different attributes of Cycle Pure Agarbattis Agarbatti Particulars Ranking Number of Respondents Strongly Agree Agree Neither Agree Nor Disagree 5 4 3 56 47 25 Weighted Average 280 188 75
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Disagree Strongly Disagree Total Source: Primary data Graph: 15
2 1
10 12 150 Weighted Average 3.833
20 12 575
Ranking given by the Respondents for different attributes of Cycle Pure Agarbattis
Particulars Agarbatti Number of Respondents 700 600 500 400 280 300 200 100 0 56 1 Ranking Agarbatti Weighted Average
575 188 47 2 25 75 3 10 20 4 12 150 12 5 6 3.833 0 7 8
Analysis: Above table shown that out of 150 respondents, 37.33% of respondents are ranked Strongly Agree, 31.33% of respondents are ranked Agree , 16.67% of respondents are ranked Neither agree nor disagree , 6.67% of respondents are ranked Disagree , and 8% of respondents are ranked Strongly disagree. Interpretation: Majority of the consumers are strongly agreed for Cycle Pure Agarbattis. Because they regularly using the brand. Some consumers who are shifted from other brand are agree with Cycle Pure Agarbattis. Some of consumers are Price sensitives those are falls under neither agree nor disagree. Few consumers are disagree because they are only one or two times used the Cycle Pure Agarbattis. And those consumers are not used Cycle Pure Agarbattis are strongly disagree with Cycle Pure Agarbattis.
Table 20: The product of Cycle Pure agarbattis Respondents are using
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Sl No 1 2 3 4 5 6 7 8
Attributes 3 in 1 All in 1 Moods Natya kesari Lia Rhythm Woods Other
Respondent 105 8 8 10 15 3 1 -
Respondent % 70% 5.33% 5.33% 6.67% 10% 2% 0.67% -
Source: Primary data Graph: 16 The product of Cycle Pure agarbattis Respondents are using
10% 2% 1% 7% 5% 5% 70% 1 3 in 1 2 All in 1 3 Moods 4 Natya kesari 5 Lia 6 Rhythm
Analysis: Above table shown that out of 150 respondents, 70% of respondents are using 3 in 1,
5.33% of respondents are using All in 1, 5.33% of respondents are using Moods, 6.67% of
respondents are using Natya kesari, 10% of respondents are using Lia, 2% of respondents are using Rhythm, 0.67% of respondents are using Woods. Interpretation: From the survey most of the consumers are using 3in1 brand of agarbattis, because of the best cost and quality product. And Lia is one more brand most of the consumers will prefer. Table 21: The sources helped to Respondents to know about Cycle Pure agarbattis. Sl No 1 2 Sources Friends Newspaper Respondent 17 3 Respondent % 11.33% 2%
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3 4 5 6 7 8
TV FM Tried and used Market Retailer preference Not used Source: Primary data Graph: 17
52 55 8 3 12
34.67% 0% 36.67% 5.33% 2% 8%
The sources helped to Respondents to know about Cycle Pure agarbattis

Not used Retailer preference Market Tried and used FM TV Newspaper Friends 0 1 2 3 4 5 6 7 8 12 8% 3 2% 8 5.33% 36.67% 0 0% 34.67% 3 2% 11.33% 10 17 20 30 40 50 60 52 55 Respondent % Respondent
Analysis: Above table shown that out of 150 respondents, 11.33% of respondents are know from Friends, 2% of respondents are know from Newspaper , 34.67% of respondents are know from TV, 36.67% of respondents are Tried and used , 5.33% of respondents are know from Markets, 2% of respondents are know by Retailer preference, and 8% of respondents are not used. Interpretation: The word of mouth advertisement is very strong in Cycle Pure agarbattis. TV ads are positioned in the minds of consumers and major portion of consumers once tried with Cycle Pure Agarbattis and they are satisfied with the brand and using the brand. And Retailer preference.
Table 22: The overall grade for Cycle Pure agarbatti by Respondents. Sl No 1 Grade Excellent Respondent 36 Respondent % 24%
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2 3 4 5
Very good Good Average Poor ( Not used )
52 46 4 12
34.66% 30.67% 2.67% 8%
Source: Primary data Graph: 18 The overall grade for Cycle Pure agarbatti by Respondents
0.45 0.4 0.35 0.3 0.25 Axis Title 0.2 0.15 0.1 0.05 2.67% 0 -0.05 -0.1 0 1 2 3 4 5 6 8% 24% Grade Respondent % 34.66% 30.67%
Analysis: Above table shown that out of 150 respondents, 24% of respondents are Graded Excellent, 34.66% of respondents are Graded Very good, 30.67% of respondents are Graded Good, 2.67% of respondents are Graded Average, and 8% of respondents are Graded Poor. Interpretation: From the survey the many consumers are saying Cycle Pure agarbattis are Excellent, very good. Good. Only few consumers who are just shifted to Cycle Pure agarbattis from other brand are saying average. And those consumers who are not used Cycle Pure agarbattis are saying poor.
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Table 23: The awareness about premium agarbattis by Respondents. SL. no 1 2 Awareness Yes No Respondent 18 132 Respondent % 12% 88%
Source: Primary data Graph: 19 The awareness about premium agarbattis by Respondents.
1 Yes 2 No
Respondent, 132 Respondent %, 88%
Respondent %, 12% Respondent, 18
0.5
1.5
2.5
Analysis: Above table shown that out of 150 respondents, 12% of respondents are aware about Premium agarbattis, 88% of respondents are not aware about Premium agarbattis. Interpretation: From the survey only little number of consumers is aware about the premium agarbattis. Large numbers of consumer is dont know about premium agarbattis.
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Table 24: The attributes is looking in premium agarbattis by Respondents Sl No 1 2 3 4 5 Attributes Price Good quality Fragrance Easy availability Good packaging Respondent 6 4 8 Respondent % 33.33% 22.23% 44.44% 0% 0%
Source: Primary data Graph: 20 The attributes is looking in premium agarbattis by Respondents
50.00% 45.00% 40.00% 35.00% Axis Title 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% 6 Price 1 Respondent % 33.33% 4 Good quality 2 22.23% 8 Fragrance 3 44.44% Easy availability 4 0% 0% Good packaging 5 0% 0% 22.23% 33.33% 44.44%
Analysis: Above table shown that out of 18 respondents, 4% of respondents are looking for Price, 22.23% of respondents are looking for Good quality, and 44.44% of respondents are looking for Fragrance. Interpretation: The consumers who know about premium agarbattis are looking for Fragrance attribute in the agarbatti product and the same time looking for Good Quality and Price also.
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CHAPTER: 5 MAJOR FINDINGS, SUGGESTIONS & CONCLUSIONS: Findings: 1) The Cycle Pure is the market leader in Mysore market & major competitor is Vasu agarbatti. 2) We came to know that, the consumers who are earning 200000 and above per year they prefer for the Cycle pure Brand agarbatti. 3) Hindu consumers are preferring agarbatti for their Part of Pooja. 4) Many Christian religious people will also use agarbatti for fragrance purpose. 5) The agarbattis are essential for consumers at the time of Pooja, so they will not think about the price because Indian consumers will give high value to their religious aspects so price is not a matter to them. 6) The consumer only wants good quality and fragrance of agarbatti. 7) Many consumers are brand loyal for Cycle Pure agarbatti and also for Vasu agarbatti and they dont want to change their brands. 8) The major parts of consumers are buying Cycle Pure Brand in the retail outlet therefore retailer plays an important role. 9) Many of the consumers are using Cycle Pure agarbatti from past 1 year they are just shifted from other brand and many of them are using from past 5 years and they are brand loyal to Cycle Pure agarbattis. 10) The fast moving Cycle Pure brand is 3 in 1 and its cost is 10Rs for 30 Gms and 12Rs for 35gms. Therefore company is using best cost provider strategy here. 11) On the basis of survey 34.67% of consumers are influenced by TV advertisement and 36.67% of consumers are tried once and using now. Word of mouth about Cycle pure brand is Very good and rest influencing sources is not accurate. 12) Only 12% of consumers are known about premium agarbattis.
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Recommendations &Suggestions: 1) Advertising can be done in all mediums like TV, Radio, and Magazines. .etc. . . . . On the whole effective advertising in the media is necessary. The advertisement should develop a purchase intension in the minds of the viewers. 2) To make the buyers more loyal towards the brand, give more discounts and offers have to be provided for e.g.: if u can give a coupon inside the pack of Agarbatti, if ten coupons are collected one pack can be given free or any small gifts can be given. Such offers may develop a brand loyalty towards Cycle Pure. 3) Product proliferation: introduce the products with lots of variety, this will give the buyer more choice for e.g.: Lia, Bansuri, Rhythm etc 4) Offer sample packs to all outlets so that the product gains awareness. 5) Sample packs can also be given with some local magazines which are being sold. 6) The sticks must be more thick and The chemicals used in incense stick will not attach to the consumer hands 7) Many competitors are providing 1Rs and 2Rs packets with 4 or 6 sticks for a day use therefore company can grab that opportunity. 8) Company should give more important on quality because some of the incense sticks will not burn fully and in the middle itself it will off so company has improve on quality. 9) Increase the quantity of agarbatti packets of 10Rs and 12Rs.
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CONCLUSION The research on Consumer Satisfaction Level towards Cycle Pure Agarbattis was conducted as a part of the MBA course. During the research the respondents positive response helped me to do the research effectively. The research work helped me to give an insight on Consumer Satisfaction on Cycle Pure Agarbattis in Mysore city. By the survey it is found that Cycle Pure agarbattis are the market leaders in Mysore city. And the local brands now in the introduction stage they are giving 100sticks for 20Rs that will be a problem to the company. But company has huge number of loyal consumers. The major competitor is Vasu agarbattis. Retailer preference at the time of selling a agarbatti product is plays a very important role because 78.67% of consumers are buying from the retail point. And the majority of the consumers only looking at Good quality and Fragrance. It was found that Cycle Pure agarbattis doing well in the market and have to continue the same quality of product to consumers.
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ANNEXURE
1. QUESTIONNAIRE
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Questionnaire
Dear Sir/Madam I am pleased to introduce myself as KARTHIKKUMAR.B.A a student pursuing MBA at P.G. Department of Management Studies & Research Centre, PESITM, Shivamogga have undertaken a project on CONSUMER SURVEY ON CYCLE PURE AGARBATTIS in MYSORE. This research has been undertaken as a part of MBA curriculum of Visvesvaraya Technological University, Belgaum. Hence, I request you to provide complete information. I assure you that the information provided by you will be kept highly confidential and used only for academic purpose. Thanking you KARTHIKKUMAR.B.A ( IV SEM, MBA )
Name & Address of Respondent: - _______________________________________ _______________________________________ _______________________________________ _______________________________________ Phone no: Gender: _______________________________________ A) Male B) Female B) 26-35 years E) 55 & above F) Housewife G) If any other, Please specify _____________________ C) 36-45 years
Age group: - A) Below 25 years D) 46-55 years Occupation: - A) Business/Entrepreneur B) Govt employee
C) Employee in private organization D) Retired person E) Agriculturist
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Education: - A) Post Graduate C) PUC E) Below SSLC Annual income: A) Below 10000/Rs C) 25000/Rs 50000/Rs E) 75000/Rs 100000/Rs G) 150000/Rs 200000/Rs
B) Under Graduate D) SSLC
B) 10000/Rs 25000/Rs D) 50000/Rs 75000/Rs F) 100000/Rs 150000/Rs H) 200000 & above
1) Festivals you celebrate: A) Diwali B) Ganesha pooja C) Id-Ul-Fitr D) Christmas
E) Suggest if any other _________________ 2) How many Agrabatti sticks does your family use in a day? ___________ 3) Usage of Agarbatti A) Religious purpose B) Fragrance purpose C) Part of pooja
4) Total amount spent on Agarbatti in a month? A) 10-20Rs E) 75-100Rs B) 20-30Rs F) 100 & Above C) 30-50Rs D) 50-75Rs
5) What are the attributes you are looking for in the Agarbattis? A) Price C) Easy availability B) Good quality E) Good packaging C) Fragrance
6) Please mention the Agarbatti product you use daily? A) Moksh Agarbattis D) Cycle Pure Agarbattis F) Mangladeep I) Jetappa Agarbattis B) Vasu Agarbattis E) Gopika Agarbattis G) Padmini Agarbattis C) Ashika Agarbattis F) Ullas Agarbattis H) Shantala Agarbatti
J) If any other please specify__________________
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8) Reason of using that product? A) Price E) Packaging B) Good quality C) Fragrance D) Easy availability
F) Any other ________________
9) Please mention the purchase point for the Agarbatti packets? A) Dealers point D) Company outlet B) Retail point E) Pan shop C) Retail super markets F) Pooja outlet
E) Any other________________ 10) Have you ever used Cycle pure Agarbatti? A) Yes B) No
11) Since from when are you using Cycle pure Agarbatti? A) 1-12 Months B) 1-3Years C) 3-5Yeras D) 5Years & Above
12) For the attributes given below kindly give your response for the products, on a scale of 1-5 ( Where 1- high, 5-low ) Cycle Brand Agarbattis Rank Price Quality Fragrance Packaging Easy Availability 13) Mention the products of Cycle pure Agarbatti you used? Products 3 in 1 All in 1 Moods
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Natya kesari Lia Rhythm Woods 14) Which are the sources helped you to know about the Cycle pure brand Agarbattis? A) Friends B) Newspaper C) TV D) FM If any other products please specify: _____________________________
E) If any other please specify____________________________ 15) Overall please grade the quality of Cycle pure brand Agarbattis? A) Excellent E) Poor 16) Are you aware of Premium Agarbattis? A) Yes B) No B) Very Good C) Good D) Average
17) If Yes, What are the attributes you are looking for in the premium brand? A) Price C) Easy availability B) Good quality E) Good packaging C) Fragrance
18) Do you have any suggestion/observation for the Cycle pure Agarbattis? A) Yes B) No
If yes, please feel free to write: - _______________________________________________ _____________________________________________________________________ _____________________________________________________________________ Thank you very much for your time and information.
Signature of the Respondent KARTHIKKUMAR.B.A
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Consumer Satisfaction Level Towards CYCLE PURE AGARBATTIS

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Consumer Satisfaction Level Towards CYCLE PURE AGARBATTIS

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A Project Report on A study on consumer satisfaction level towards Cycle Pure Agarbattis in Mysore

Visvesvaraya Technological University, Belgaum

Under the Guidance of Internal Guide External Guide

Mr. Jayakumar.D Marketing Executive N.Ranga Rao & Sons, .

P G Department of Management Studies & Research centre, PESITM, Shivamogga

Visvesvaraya Technological University, Belgaum

in partial fulfillment of the

P G Department of Management Studies & Research centre, PESITM, Shivamogga

P G Department of Management Studies & Research centre, PESITM, Shivamogga

P G Department of Management Studies & Research centre, PESITM, Shivamogga

P G Department of Management Studies & Research centre, PESITM, Shivamogga

1-8 1 1 2 4 5 5 7 9-23 9 13 13 15 17 17 17 19 19 21 23 24-27 28-29 29 32 34 35 35 36 36 37 39 40-44 40 41 42 42 45-64 65-67

P G Department of Management Studies & Research centre, PESITM, Shivamogga

P G Department of Management Studies & Research centre, PESITM, Shivamogga

P G Department of Management Studies & Research centre, PESITM, Shivamogga

Name of the Figure

P G Department of Management Studies & Research centre, PESITM, Shivamogga

P G Department of Management Studies & Research centre, PESITM, Shivamogga

P G Department of Management Studies & Research centre, PESITM, Shivamogga

P G Department of Management Studies & Research centre, PESITM, Shivamogga

1.5 Present status of the industry:

Brands Hari Darshan

Remarks Export quality

Caters mostly the domestic market

P G Department of Management Studies & Research centre, PESITM, Shivamogga

Shree Balaji Indistries. Orissa

Among the top 10 and most popular in eastern regions

NRR Group. Mysore

10 per cent of turnover from exports. Total turnover is Rs 240 crore

ITC Ltd (Agarbatti Division)

P G Department of Management Studies & Research centre, PESITM, Shivamogga

Abyssinia Impex, Mumbai

Ramdev Food Products Pvt. Ltd. ,

Vedam Incense Stick

P G Department of Management Studies & Research centre, PESITM, Shivamogga

P G Department of Management Studies & Research centre, PESITM, Shivamogga

CHAPTER: 2 2. COMPANY PROFILE

2.1 Background and inception of the company:

P G Department of Management Studies & Research centre, PESITM, Shivamogga

P G Department of Management Studies & Research centre, PESITM, Shivamogga

P G Department of Management Studies & Research centre, PESITM, Shivamogga

2.3 Vision, Mission and Quality policy:

P G Department of Management Studies & Research centre, PESITM, Shivamogga

P G Department of Management Studies & Research centre, PESITM, Shivamogga

P G Department of Management Studies & Research centre, PESITM, Shivamogga

P G Department of Management Studies & Research centre, PESITM, Shivamogga

P G Department of Management Studies & Research centre, PESITM, Shivamogga

CE certification for the unmatched safety of products

2.10 Work flow model (end to end): Production process: (Figure: 1)

P G Department of Management Studies & Research centre, PESITM, Shivamogga

Cluster actors: (Figure: 2) Forest department raw material supply

R/M suppliers Testing

Forest dept bamboo supply

Sorting of agarbattis Govt policies, Support inst, Financial inst, Marketing

Advantage hand rolled, Eco-friendly perfumes

P G Department of Management Studies & Research centre, PESITM, Shivamogga

P G Department of Management Studies & Research centre, PESITM, Shivamogga

P G Department of Management Studies & Research centre, PESITM, Shivamogga

Organization Chart: (Figure: 4) Area Sales Manager

6. Strategy: The strategies being adopted by the company:

P G Department of Management Studies & Research centre, PESITM, Shivamogga

P G Department of Management Studies & Research centre, PESITM, Shivamogga

becoming scarce Mechanization.