1

RETAIL MANGAMENT AND CONSUMER PERCEPTON

(Delhi-NCR)

HALDIRAM SNACKS PVT. LTD.

CORPORATE OFFICE:

C-31,Sec-62, Noida, Dist. G.B. Nagar (U.P,) 201307

Summer Internship Program

Of

POST GRADUTION DIPLOMA IN MANAGEMENT (PGDM)

Under The Guidance Of :

External Supervisor Internal Supervisor

Mr. Avneesh Ms. Saloni Chitkara

(Senior Executive-Marketing) (Assistant professor)

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DECLARATION
I SUCHIT GARG hereby declare that the Project Report entitled RETAIL MANAGEMENT
AND CONSUMER PERCEPTION In company Haldiram snacks Pvt. Ltd. is an original
work done by me & submitted to Institute of Management studies under the internal guidance
of Miss. Saloni Chitkara and external guidance of Mr. Avneesh Kumar for the partial
fulfillment of the requirement for Post Graduation Diploma In Management,

I declare that this project is original and not submitted to any university before.

SUCHIT GARG
(BM-016251)
PGDM 2016-2018
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ACKNOWLEDGMENT

It is well established fact that behind every achievement lays an unfathomable sea of gratitude of
those who have extended their support and without them this project would never have come into
existence.

To them I lay the word of gratitude,

I thank Mr. Avneesh Kumar ( Senior Executive- Marketing) under the able of guidance of
whom I could complete this project successfully.

I greatly appreciate the help of other marketing staff for carrying out a part of my project.

I extended sincere thanks to my internal guide Miss. Saloni Chitkara whose of the expertise
paved the way for realization of the study of my project and pointed out the areas which needed
more stress and coverage.

I am extremely thankful to all the faculties who always enriched my knowledge and came
forward to help wherever required.

Words are inadequate to express thanks to my parents and friends who have always been a
constant source of indispensable support and motivation.

SUCHIT GARG
(BM-016251)
PGDM 2016-2018
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TABLE OF CONTENT

CHAPTER-1

EXECUTIVE SUMMRY.6-7

CHAPTER-2

INTRODUCTION8-9

CHAPTER-3

COMPANY PROFILE.10-24
3.1 Success Story11-13
3.2 Awards & Achievements14
3.3 Distribution Flow Chart..15
3.4 Promoters & Management Levels..16
3.5 Products & Manufacturing Units...17-21
3.6 Competitors22-24

CHAPTER-4

OBJECTIVES OF THE STUDY..25-28

4.1 Scope Of The Project..27
4.2 Importance Of The Project..28

CHAPTER-5

RESEARCH METHODODLOGY...29-31

CHAPTER-6

RESEARCH DESIGN32-34

CHAPTER-7

DATA ANALYSIS AND INTERPRETATIONS35-58

7.1 Consumer Perception Towards Haldiram Products37-51
7.2 Retailers Perception Towards Haldiram Products..52-56
7.3 Stock Status Analysis Of 4 Different Regions...57-58

CHAPTER-8

CONCLUSIONS & FINDINGS59-62

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CHAPTER-9

RECOMMENDATIONS63-64

CHAPTER-10

LIMITATIONS OF THE STUDY..65-66

CHAPTER-11

BIBLOGRAPHY.67-68

CHAPTER-12

ANNEXURE..69-81
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EXECUTIVE SUMMARY
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There are many varieties of snacks foods, which are produced in India, and the type of snack food varies according
to the region.

The snacks market has changed with the advent of innovative products. It has emerged as a fast,
customized and large market.
There is also a changing perception of consumers towards processed foods, served in centralized foodservice
system.

The primary reason for these changes is the dynamic marketing environment in the snacks business.
Changes in the marketing environment have generated a need to reconsider the managerial
perspectives on marketing in the snacks business. And in this new arena of increased competition
and market saturation

Haldirams is still doing well with highly satisfied customers. As it has very skilled management who can
easily sense customer requirement, maintain product quality and frequent market research always assures product
authenticity in the market.
This Project has given me a great learning experience and at the same time it has provided me
enough scope to implement my analytical ability.

This project has helped me to know the importance of customer complaints, vendor development,
Haldirams market visit, sales & distribution forecasting and market survey. The analysis and study presented in
this Project Report is based on data analysis,
market research, and thorough study of marketing strategies used in Haldirams to
maintain its brand equity in the niche market.

This Project as a whole provided insights into the different facts of marketing in an organization
but the major focus can be divided majoring into four parts viz. market survey, research, promotional
strategies and sales &distribution.

PURPOSE OF REPORT

The purpose of the report is to learn the facets of marketing and do the forecasting of sales and laminates for
Haldiram PVT. LTD. Along with that we have also worked in the following areas:-

Sales and distribution

Market visit of retail shops ( Delhi NCR)

Market research on consumer perception

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INTRODUCTION
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This project is done through EDS and under the title RETAIL MANGAREMNT AND
CONSUMER PERCEPTION

During this project We went to each and every distributors & retailers because we were doing
market research & sales research. It include, total market volume that is being sold in grocery shop
small shops and from distributors and retailers shopping malls , and others where chips and
namkeens are sold.

We have collected about all the product of Haldirams but worked basically for chips and
Namkeens segments.

We went to the retailers and saw the chips and Namkeens there I observe the following things

Whether our product is available or not at that canteen.

If not then we saw of which company product is available.
How much sale is of that particular counter and what the sales volume that counter may
give to us.
What is the strength of that particular counter?
Has that counter so many brands of chips and Namkeens.

And if we get our product, we used to asked the sales volume, response of consumer, delivery
and thus came to know interest of retailers & consumers

If we didnt get our product we said about us, about our products, about the margin what about
margin difference, comparing the competitors product and margin provided by them.

And then we made them understand the extra facilities and unique selling point of our product
and make them ready to sale our product. Thus we developed the market for Haldirams product.

After this we saw the competitors product (quantity) and asked the strength. We also counted
the signage and a stand of all the competitors company and Haldirams which is at that
particular store.

After all we create a daily survey report and listed the total shops &
canteens available in different four regions ( Indrapuram , Dadri , Shalimar Bagh , Vashundra
Ghaziabad) And then analyses the data which was collected from market. And then come to a
conclusion on the basis of that analyzed data and information. After all it becomes possible to
make a meaningful and useful report.
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COMPANY PROFILE
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HaldiRams Corporate Success Story Dreams Blooming into Reality

HaldiRams : The Company which is today synonymous with Indian snacks and sweet food
market started the first chapter of the saga, as a small sweet shop in Bikaner, Rajasthan in 1935 .
By 1982, the company had set up its business in Kolkata, Nagpur & the bustling Chandni-Chowk
in Delhi.

An important diversification was inroads into the restaurant business with HaldiRam having 11
restaurants cum showrooms at premium locations of Delhi & NCR with plan to open various
outlets in Northern India.

Promoted by two 1st generation entrepreneurs Mr. M.L. Agarwal & Mr. M. S. Agarwal and
backed by Board of Directors ( Mr. Pankaj, Anand, Amit, Ashish & Umesh Agarwal) and
Management Team (Dr. A.K Tyagi (Pres), P.K. Agarwal (Consultant) , Rahul Kathuria , VK
Gupta, Mr. A.K. Tyagi) , today, the Vision and Mission of the company is to have global
presence as Food & beverage company through

Innovation
Professionalization
Expansion
Strategic Approach
and, Business Acquisition

Haldiram is on the way of its vision as today it is an ISO 9001 & HACCP certified company and
has presence all over India, 62 countries (UK, US , Germany, Australia, UAE- to name a few) in
world and top supermarkets of the world like TESCO, SOMMERFIELD, SPINNEYS,
CARREFOUR. The fact that today HaldiRam exports 60 mn dollars goods and has registered
40% growth over last 5 years itself tells its success story

Haldirams success saga is because of the pro-active thinking of making access into the traditional,
fresh homemade food and skillfully converting it into a product line extension. With it they have
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busted the myth that Indian consumers will not pay extra for western concept of packaged food
and that two of the Indian Household kitchen category.

Haldirams ingredients of success recipe includes a diversified product portfolio, stringent

quality controls, good raw material, storage, production and packaging processes which has
resulted in unparallel taste and extended shelf life, Also Haldirams sensitivity to catering to the
local palates (30 40% of Haldiram flavours are sensitized to suit local taste) has resulted in
creating a loyal consumer base . Also no Modern trade is complete without stocking HaldiRams
products.

Also the Supply Chain which is broken down into two categories of retail and institutional sales
is managed well by strong network of C&F, Distributors, Wholesalers and Retailers to make the
product available at remotest town of the country.

Haldiram has managed details of right technology, packaging standardizations, consumer

affordability, quality tasty products, and volume deliverables extremely well to weave the
magical success saga.

Last but not the least, the People behind the product the local talent needs mentioning as they
have helped Haldiram grow big.

Today, Haldiram can proudly claim that what began as a small-time enterprise in India is a
global phenomenon now and

HALDIRAMS IS WAY OF LIFE FOR INDIANS NO MATTER WHICH COUNTRY

THEY LIVE IN.

Present

Today, Haldirams is a 1735.9 cr brand that is a familiar sight on shelves across the USA, UK
and the Middle East. Non Resident Indians carry back packets of Haldirams along with the
farewells and nostalgia. And it is this name that they look for as they scan shops for familiar
scents and sights.

Presently it has four plants in and around Delhi that produce 50 tonnes of namkeens (56
varieties), 20 tonnes of chips, papad (7 varieties) and fun food and 5 tonnes of tinned sweets (12
varieties) and soan papdi, on daily basis. Two more production units are coming up which will
not only increase capacity but also makes it possible for us to introduce new product lines.
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For over 60 years now, the firm has been unifying the palate of India. It has not been the
simplest of tasks; India speaks different taste buds to match. However, today it is a name that
has become synonymous with taste and quality not only within India but the world over.

Today Haldirams occupies considerable shelf space at prominent supermarkets the world over:
Tesco, Summerfield, Sipneys, and Carrefore. From traditional Indian sweets and savouries to the
more international chips, cookies, nuts and sherbets, its products are fast capturing the
imagination of people making it possible for it to aim for deep penetration in the Middle East,
East Europe and parts of North Africa.

Future

Leveraging Our Existing Equity

The firm plans to leverage its equity in the domestic and international market to become a food
corporation with not just branded products under its belt but also restaurants, retail chains and
wide portfolio that includes such diverse products as milk-based food and noodles.

In the near future it hopes to be in places such as Algeria, Jorden, Yemen, Taiwan, Columbia,
Cyprus, Ukraine, Libya, Tunisia, Egypt, Armenia, West Indies, Sweden, Finland, Trinidad, and
Tobago.

Haldirams success saga is because of the pro-active thinking of making access into the
traditional, fresh homemade food and skillfully converting it into a product line extension. With
they have busted the myth that Indian consumers will not pay extra for western concept of
packaged food and that too of the Indian Household kitchen category.

It has also invested considerably in an advanced processing and packaging unit, which enables it
to marry tradition with technology. This is why, no matter whose shelf our product sits on, it
always stands on its own.

Also the Supply Chain which is broken down into two categories of retail and institutional sales
is managed well by strong network of C&F, Distributors, Wholesalers and Retailers to make the
product available at remotest town of the country.
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Awards & Achievements

Haldirams is an ISO 9002 and HACCP recognized company with several awards under its belt.

International Award for Food & Beverages awarded by Trade Leaders Club in
Barcelona, Spain in 1994.

Kashalkar Memorial Award presented by All India Food Preservers Association in

1996 at its Golden Jubilee Celebration for manufacturing the best quality food products.

Hind Ratan Award.97 given by NRI Welfare Society of India

Brand Equity Award 1998 was awarded by Progress Harmony Development Chamber
of Commerce & Industry in recognition of creating a successful Indian brand.

APEDA Export Award 2001-2002 was awarded by Agricultural & Processed Food
Products Export Development Authority for outstanding contribution to the promotion of
Agricultural & Processed Food Products during the year 2001-2002.

MERA Delhi Award was awarded by Agricultural & Processed Food Products Export
Development Authority in the year 2004.

School, Amity University for best H R practices (Retail) in the year 2008.

And many more the list is endless.

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DISTRIBUTION FLOW CHART

Haldirams transacts on an advance RTGS basis from its wholesale dealers instead of the cheque
or cash system adopted by other major FMCG companies. This practice is consistent with
Haldirams philosophy of maintaining cash transactions throughout the supply chain and it also
minimizes dumping.

Distributers carry inventory that is just adequate to take care of the transit time from the branch
warehouse (C&F) to their premises. This just-in-time inventory strategy improves dealers return
on investment (ROI). All Haldirams branches engage in route scheduling and have dedicated
vehicle operations.

INDUSTRY DISTRIBUTION NETWORK

FACTORY

C&F INSTITUTIONAL SALES

DISTRIBUTORS

WHOLESALERS RETAILERS

RETAILERS

CONSUMERS

Operational States: Delhi, Haryana, Punjab, J&K , Rajasthan, Uttaranchal, Uttar Pradesh,
Bihar, Jharkhand, North East.
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PROMOTERS & MANAGEMENT LEVELS

Mr. Manohal Lal Agarwal (Chairman)

Mr. Anand Agarwal (MD)

Mr. Ashish Agarwal (Executive Director)

Board of directors

Managing director

President

Accounts & Sales and Gm-

R&d
finance marketing operations
manager

I was working here

under Sales and
Marketing Executive
Mr. Avneesh Kumar
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Products And Manufacturing Units

Namkeens :: Produced at Haldiram Manufacturing Mathura road

HALKA
BOMBAY FULKA
ALL IN ONE CHANA CHANA DAL MIXTURE

ALOO BOMBAY CHANA JOR HARA

BHUJIA MIXTURE GARAM CHIDWA

BOONDI
BANANA BHUJIA CHIDWA KABLI
CHIPS MIXTURE PLAIN CHANA

BANANA
CHIPS BOONDI CORN FLAKE KAJU DAL
MASALA MASALA MIXTURE BIJI

BANANA
CHIPS BOONDI KAJU
SALTED PLAIN DAL BIJI MASALA

BANANA
CHIPS
TANGY BOONDI KAJU
TOMATO RAITA GHATIA MIXTURE

FALAHARI KAJU
BHELPURI CHAIPURI MIXTURE SALTED

FALAHARI KANPURI
BHUJIA CHAKOLI WAFFER MIXTURE

BHUJIA CHANA GUJRATI KARANCHI

PLAIN CRACKER MIXTURE MIXTURE

SAMOSA OM PURI NAVRATTAN

KASHMIRI
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MIXTURE

NIMBU KAKHARA
SEM BEEJ PANI PURI MASALA CORIANDER

SAHI PUNJABI KAKHARA

MIXTURE TADKA NUT MIX JEERA

MOONG
DAL KAKHARA
MASALA METHI SEV LONG SEV MASALA

MOONG MINI
DAL MAST BHAKAR MADARASI KAKHARA
MASALA BADI MIXTURE METHI

MOONG
DAL
CHATAK MOODI MASALA KAKHARA
MASALA MIXTURE TWIST PLAIN

KHATTA MOONG
MEETHA DAL MATHRI
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Namkeens: Produced at Haldiram Manufacturing Gurgaon

MOONG DAL MASALA

BHELPURI

BHUJIA

MOONG DAL MAST

BHUJIA PLAIN
MASALA
MOONG DAL

PANIPURI
MOONG DAL CHATAK
MASALA

Namkeens:: Produced at Haldiram Snacks Pvt Ltd B1 Noida

Bhujia Aloo bhujia Khatta mitha

Navrattan Moong dal Panjabi tadka

All in one Dal biji Bombay mix

Kashmiri mixture Shahi mixture Kaju mixture

Chana dal Chana cracker Chana jor gram

Bombay chana Kabuli chana Long sev

Methi sev Karodpati Teekha sev

Chilli pataka Bikaneri malai Chatpata matar

sev

Nimbu masala Hara chidwa Halka fulka mixture

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Gujarati mixture Mini bhakhar chakoli

badi

Madrasi mixture Murukku Cornflakes mixture

Snacks ( Items & Products in this category )

Snacks :: Produced at Haldiram Snacks Pvt Ltd B1 Noida

Pudina Treat
Takatak Masala Aloo Masala
(Chips)

NATKHAT
Classic Salted
TOMATO Sour & Cream Onion
(Chips)
(Takatak)

Mast Masala Cheezi Balls

Boletos
(Chips) (Whoopies)

Tangy Tomato Chatpata Stix

Ringos
(Chips) (Whoopies)

Heart Beat
Papri chaat (Chips) Aloo masala
(Whoopies)
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Sweets ( Items & Products in this category )

Sweets :: Produced at Haldiram Snacks Noida

Rasgulla Chamcham Kalam petha

White
Rasmalai Rajbhog
Rasbhari

Kesar Kesar
Gulab jamun
Rasbhari Gandheri

Soan papdi desi Soan papdi Soan papdi

ghee vegetable chocolate
ghee

Soan papdi coconut Soan papdi Soan cake

orange

dry petha Patisa Soan halwa

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COMPETITORS

COMPETITORS OF HALDIRAMS

The snack industry in Ghaziabad is highly competitive where not only National and International
brands exist but also local brands have made their prominently. Among all HALDIRAMS has
the advantage of early mover but others also picking up quickly. There are many competitors in
Ghaziabad for Haldirams which a matter of concern. The list of Haldirams competitors is as
follows:

Western Snacks

Bingo

lays,

kurkure,

oye oye,

Diamond

Some local regional players

Traditional Namkeens

Bikaji

Bikaner wala,

jains,

bikano,

Balaji

Lehar
Some local regional players
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Papad

Lijjat

Bikaji

Some local regional players

Sweets

Bikaner wala

Bengali sweets

Bikaner

Some local regional players

Syrups

Roohafza

Kisan

Dabur

Some local regional players

Biscuit

Britannia

Priya gold

Bakemans

Parle

Sunfeast

Some local regional players

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RESTAURANT

Bikanerwala

Krishna Sagar

Bengali Sweets

Sagar Ratna

McDonalds

Pind Balluchi

Local Sweet Shops

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OBJECTIVES OF THE PROJECT

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In marketing only project report is not required there must be some objective or goal because
without any goal and objective , no project report can be completed in true sense so the main
objective of doing this project Report is confined to completion of some work that is assigned to
you for some reason : -.

To create the contact with working of an organization and see the different types of
marketing activities. It also helps us to take knowledge about product distributor promotion and
buying behavior. It also helps in knowing how various tools and techniques are being used .

To find out the types of channel, by which product is selling and to know monopoly and average
sales of these outlets.

Followings are the objectives of the project-

To study the data trending and analysis

To understand forecasting based on this trending

To check out visibility and ability of declining product in the market.

To study the distribution network of Haldiram products.

To study about consumer and retailers perception regarding Haldirams namkeens

and chips.

To carry out a competitive analysis of Haldirams Snacks vis--vis competitor

brands in the same segment available in Delhi NCR based on parameters such as
pricing, product range, packaging, profit margins to retailers, discounts and credit
policies provided to retailers.
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SCOPE OF THE PROJECT

Scope of the project means the area which we cover under our project and how it is beneficial. In
my project We use to deal with the main areas of marketing. And also during this project We
have to do forecasting and find out inclining and declining products. In this report of the project
you will find that what and how marketing plays an important role in business development.

During this project, We did a survey which reveals the

Consumer perception towards Haldirams products in Delhi NCR.

Retailers Perception towards their margin .

Maintain stock list of different retailers and find out the reasons of not holding particular
products.

Different new suggestions from consumer sides for product extensions.

And the outcomes of that survey company can use for their enhancement and to increase their
business.
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IMPORTANCE OF PROJECT

Use and importance of the project, means the practical applications of all the marketing
concept in the project and the practical knowledge which I get during my summer internship is
benefactor for my career. We worked on many variants in this project.

Followings are the use and importance of the project

During this project We have learned about different marketing concept with their
practical use.

2) During this project We have learned the way & importance of retailers handling.

3) We mainly involved with the selling and distribution of the snacks and namkeens.

4) In this project We will also assess the market &check the availability and visibility of
product in the market
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RESEARCH METHODODLOGY
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Methodology includes the overall research procedures, which are followed in the research study.
This includes Research design, the sampling procedures, and the data collection method and
analysis procedures.

Research Objective

Objective of the report is to learn the facets of marketing and do the monitoring and counter
selling for Haldiram PVT. LTD. Along with We also work in the following areas:-

Market visit for retail shops

Research on consumer perception
Sales & Distribution
Promotional strategy ( Encourage the new products sale )

Sample Design

A sample design is a definite plan for obtaining a sample from a given population. It refers to
the technique or the procedure the researcher would adopt in selecting items for the sample. For
these investigation

Sample size: -

For market visit- 80 retail outlet.

For consumer survey 150 customers

Area of operation: -

For market visit- 20 each

Ghaziabad- Vashundra, Indrapuram

Dadri (home town)
Delhi Shalimar Bagh
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Consumer feedback form google doc and personal meetings at near by places. (150
respondents)

Collect data from retailers about their stock and ask their views related to their margin,
new products, problems, suggestion, competition etc.

Area of sampling:

Delhi-NCR

North UP

South UP

West UP

East UP

Central UP

Other
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RESEARCH DESIGN
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Type: Descriptive research design using survey method

Survey using personal interview (face to face) interview method

Sources of information: survey by means of structured undisguised and general face to face

interaction with outlet holders and distributers

Methods of data collection: - It can be obtained either through direct communication with
respondents in one form or another or through personal interviews. Questionnaire and
interviewing are main weapons to collect data. There are mainly two types of data

Primary Data
Secondary Data

Primary Data-

Fill Questionnaire from consumers and retailers

Personal interview of consumers and retailers

Secondary Data-

Collect company information from their website, and other internet

sources.

Tools of data analysis: - Microsoft Excel and SPSS (statistical package for social science)
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TYPE OF RESEARCH METHOD-

Four types of research methods:

Qualitative-
Quantitative
Mixed (qualitative and quantitative)
Empirical research

In these report data is collected by means of survey. A format was made for collecting the
data in which important questions was being prepared for collecting the data e.g. to know the
market share of haldirams total demand existing in the market whats the share of competitors
.consumers preferences tastes and age group which mainly use the products of haldirams, class
of people mainly using haldirams products. What are tools and techniques that are being used by
the company to increase the sales of company?

Field works

For interviewing the retailers & distributors went to each and every shops & outlets where
namkeens chips and other things of company was sold school. Thus I interview about 80 retailers
canteen owners and the entire distributor over the selected area of Delhi-NCR. I asked them to
help me in filling the format of questionnaires for collecting data.

MEETING WITH THE DISTRIBUTERS

We have taken prior appointment with the distributors who supplies Haldirams products
in the various areas of Delhi-NCR. We fix our appointment on different dates with
different distributors.
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DATA ANALYSIS AND INTERPRETATION

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The data that has been collected by means of survey and questionnaires has been analyzed and
tested by excel and SPSS (statistical package for social science) and then result has been
interfered .various graphs and chart bars are used to interfere the data

While preparing the data it has been kept in mind that the data should be coherent and there
should be no biasness

Field editing (that is detail of data has been collected)

Abbreviations and short forms not used

Readability and understandability

Inadequate answers has been removed that is (incomplete answers, left blanked answers)

Mistakes that has been accursed in collecting the data has been removed

SPSS (STAISTICAL PACKAGE FO SOCIA SCIENCE)

The various methods of SPSS that has been used in analyzing the HALDIRAMS
products are

Relevant analysis on various factors with bar charts.

Cross tabulation on gender and usage

Cross tabulation on gender and location

CHI SQUARE TEST

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CONSUMER PERCEPTION TOWARDS HALDIRAM PRODUCTS

Q 1- Perform Relevant analysis on effectiveness of advertisement, loyalty, taste,

packaging, and price of Haldirams products on consumer perception. (150 repondent)

Solution 1-

Statistics

advertisement loyalty Taste Packaging price

N Valid 150 150 150 150 150

Missing 0 0 0 0 0

Mean 2.24 2.51 2.73 2.80 2.56

Median 2.00 2.00 3.00 3.00 3.00

Std. Deviation 1.145 1.145 1.354 1.366 1.190

Skewness .821 .350 .333 .224 .304

Std. Error of Skewness .198 .198 .198 .198 .198

Kurtosis .101 -.747 -1.001 -1.118 -.671

Std. Error of Kurtosis .394 .394 .394 .394 .394

Range 4 4 4 4 4

Minimum 1 1 1 1 1

Maximum 5 5 5 5 5
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Bar Charts
39
 40

INTERPRETATION- Out of 150 respondents 150 gave their response rate towards
various factors (advertisement, loyalty, taste, packaging ,price) . All the respondents
gave their response on the scale rate of 5, where 1 is consider as lowest point given
and 5 as the maximum.
Here, means of various factors comes out between 2 to 3 which means respondents
gave their response in avg. rate of 2 to 3 with standard deviation
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Advertisement- 2.24 +_ 1.145

Loyalty- 2.51 +_1.145
Taste- 2.73 +_1.354
Packaging- 2.80 +_ 1.366
Price -2.56 +_1.190

So we can easily say that consumer gave moderate rating to each factor,

In this we can see that the data is positively skewed in each factor with

Advertisement- .821
Loyalty- .350
Taste- .333
Packaging- .224
Price - .304

Q-2 Perform cross tabulation for gender and usage . Further apply statistical tool and
determine conclusion out of it ?

Solution-

Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

usage * Gender 150 100.0% 0 .0% 150 100.0%

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usage * Gender Cross tabulation

Count

Gender

1 2 Total

Usage 1 20 7 27

2 34 27 61

3 33 26 59

4 3 0 3

Total 90 60 150

Chi-Square Tests

Asymp. Sig. (2-

Value Df sided)

Pearson Chi-Square 5.097a 3 .165

Likelihood Ratio 6.283 3 .099

Linear-by-Linear
.676 1 .411
Association

N of Valid Cases 150

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Chi-Square Tests

Asymp. Sig. (2-

Value Df sided)

Pearson Chi-Square 5.097a 3 .165

Likelihood Ratio 6.283 3 .099

Linear-by-Linear
.676 1 .411
Association

NOTE** here in gender 1 is for male and 2 is for female

Similarly in usage 1 is for light users , 2 is for medium users , 3 is for regular users
and 4 is for those who never use haldirams products.

INTERPRETATION- From the sample of 150 respondents I found that females are mostly
high user of haldiram products in comparison to male. But for the population analysis we need to
go for CHI-SQUARE test through creating a hypothesis testing.

Ho - gender and usage are independent of each other and there exist no relationship between
gender and usage.

H1 - Gender and usage are dependent on each other or there exist a relationship between gender
and usage.

Chi-squarecal = 5.097 (3)

Significance value = .165

Here, significance value is less than alpha, so null hypothesis is rejected so we can say that
Gender and usage are dependent on each other or there exist a relationship between gender and
usage.
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Q4-Perform cross tabulation analysis for different locations and usage . Further apply
statistical tool and determine conclusion out of it ?
Solution-

Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

usage * Location 150 100.0% 0 .0% 150 100.0%

usage * Location Crosstabulation

Count

Location

1 2 3 4 5 6 7 Total

usage 1 17 2 2 0 2 0 4 27

2 32 7 9 6 1 3 3 61

3 22 10 7 7 6 5 2 59

4 0 0 3 0 0 0 0 3

Total 71 19 21 13 9 8 9 150
 45

Chi-Square Tests

Asymp. Sig. (2-

Value df sided)

Pearson Chi-Square 37.687a 18 .004

Likelihood Ratio 34.353 18 .011

Linear-by-Linear
1.488 1 .223
Association

N of Valid Cases 150

**NOTE- Here in location 1 is for Delhi-NCR , 2 is for West UP , 3 is for East UP, 4 is for North UP ,
5 is for South UP , 6 is for Central UP and 7 is for other regions
Similarly, in usage 1 is for light user , 2 is for medium user , 3 is for regular user , and 4 is for those who
never use haldirams products.

INTERPRETATION- Out of sample150 respondents 150 gave their response towards their
location and their terms of usage of haldiram products.
In this we found that out of 71 responses from Delhi-NCR most of the users either medium users
or regular user and one of the good thing for haldiram we found that there is not a single sample
in Delhi NCR who never use haldiram product.
And if we talk about overall usage condition in different locations we found that there are only 3
respondents who never use haldiram product.
For conclude about the population from this sample we need to apply CHI-SQUARE test.

Ho - location and usage are independent of each other and there exist no relationship between
location and usage.
H1 - location and usage are dependent on each other or there exist a relationship between
location and usage.

Chi-squarecal = 37.687 (18)

Significance value = .004
 46

Here, significance value is less than alpha, so null hypothesis is rejected so we can say that
location and usage are dependent on each other or there exist a relationship between location and
usage

Q 4- Which snack consumer like the most in Haldiram. Traditional Namkeens or Western
Sancks ?

Solution-

INTERPRETATION- out of 150 responses most number of responses38.7% (58) comes with
the conclusion that they love both the snacks to eat followed by 56 respondents who only love to
eat traditional snacks (Namkeen) and in last on 24% people (36) give their choice in the favor of
western snacks.

So, overall we can say that people love to eat both the snacks but no. of people who eats
traditional snacks are greater than the number of people who eats western snacks.
 47

Q 5- Discuss about the different competitors of HALDIRAM in traditional

snacks(Namkeen) ?

Solution-

INTERPRETATION- when we asked from all the respondents to rank the following brands in
traditional snacks (Namkeen) the result I get is in the favor of Haldiram.

It shows that 64 respondents gave Rank 1 to haldiram which is maximum followed by kurkure,
lehar, and bikano.
Respondents gave rank 2 to bikano with maximum responses 77 followed by lehar and then
haldiram and kurkure.
Maximum responses towards rank 3 is given to lehar 57 followed by bikano and kurkure the
haldiram.
Rank 4 is given to kukure by maximum respondents which is 46 followed by lehar then bikano
and in last haldiram with just 12 responses.

So we can overall conclude that respondents gave

Rank 1 to Haldiram
Rank 2 to Bikano
Rank 3 to Lehar namkeens
Rank 4 to Kurkure Namkeens
 48

Q 6- Discuss about the different competitors of HALDIRAM in western snacks ?

Solution-

INTERPRETATION- Out of 150 respondents maximum number of respondents (58) give

Rank 1 to Lays followed by Haldiram (45) then yellow diamond (24) and in last bingo (18)
Rank 2 is given to Haldiram with maximum responses (50) followed by Bingo (49) then Lays
(40) and in last Yellow Diamond (33)
Rank 3 is given to Bingo with maximum responses (70) followed Lays(44) then haldiram and
yellow diamond (37)
Rank 4 is given to yellow diamond with maximum responses (56) followed by Haldiram (18)
then Bingo (13) and in last lays (8).

So overall we can conclude that sample of 150 respondents gave

Rank 1 to Lays
Rank 2 to Haldiram
Rank 3 to Bingo
Rank 4 to Yellow Diamond
 49

Q 7- Most likely Traditional snacks (Namkeen) in Haldiram by consumers ?

Solution-

INTERPRETATION- Out of 150 respondents Moong Dal is said to be consider the most
favourite traditional snacks among the consumer with 35.3% responses followed by Bhujia and
peanuts 24.7% and then different kind of mixtures 10.7 % responses , rest comes under 4.7% .

Q 8- Most likely western snacks in Haldiram by consumer ?

Solution-
 50

INTERPRETATION- When we asked from consumer which western snack they love to it the
most then I found 39.3% responses comes in the favor of chips followed by Taka-Tak 32% then
Snac lite 16.7% and in last Panga with just 12% responses.

It shows chips Category still hold the market in western snacks comparison to other variety of
western snacks available in the market.

Q 9- Which packed sweet of Haldiram is most likely by the consumers ?

Solution-

INTERPRETATION- out of 150 responses there were four option for the consumer to select .
in which 38.7 % (58) consumer like packed Soan Papdi of among other packed sweet served by
haldiram, followed by Rasgulla with 32% (48) and then packed Gulabjamun with 28.7% (43)
and last option was other sweets in which just one consumer gave his/her response with Kaju
Barfi in written.
 51

Q 10- Have respondents tried new products of Haldiram ? If yes then which product has
gain more popularity

Solution-

INTERPRETATION- when a question is ask related to the awareness of new products among
the consumer the response is come in the favor of Haldiram i.e 67.3%(101) respondents have
tried our new product and only 32.7% (49) said no, that they not yet tried new products of
Haldiram.

The new product category was divided into four in which dry version of Haldiran Bhelpuri
which is Fatafat Bhel got the maximum no. of responses with 43.3 % (52) responses , followed
by Diet Namkeens mixtures with 37.5 % (45) and in last Kettle chips with just 19.2% (23).

Here 19 respondents were said no to first question but choose their interest related to new
product category .
 52

RETAILERS PERCEPTION TOWARDS HALDIRAM PRODUCTS

During 8 week of internship duration I visit 4 different location of Delhi-NCR (Indrapuram,
Dadri, Vashundra, Shalimar Bagh) to meet retailers and ask their point of view regarding
Haldiram products.

We visit 80 different retailers (20 each region) and collect the data of their response.

Q 1- Which traditional snack (namkeen) is in more demand ?

Solution-

INTERPRETATION- out of 80 retailers maximum retailers gave their response in favor of

bhujia 35% (28) followed by different mixtures available in the market with 32.5% (26) and then
moong dal 20% (16) and in last different peanuts available from haldiram 12.5 (10).

It shows consumer love to eat bhujia, which is more popular from several years.

Q-2 Which Western Snack is more in demand ?

 53

Solution-

INTERPRETAITION- When We asked retailers about which western snack is in more demand
then maximum retailers talk about the potato chips 67.5% (54) followed by Taka-tak with 27.5%
(22) and in last with just 5%(4) responses for whoopies and surprisingly no retailer talk about
snac lite is in demand.

It shows chips is popular in western snack market in comparison to other snack available in the
market from haldiram.

Q 2- Which is the closest competitor to Haldiram according to Retailers ?

Solution-
 54

INTERPRETATION- Bikano and Lehar is said to be the closest competitor for Haldiram so
these two were the only option for retailer to choose from.

Out of 80 retailers 66.3% (53) think that bikano is the most closest competitor for haldiram and
then lehar with just 33.8% retailers (27).

So we can overall conclude that according to the retailers bikano wiil be the second choice after
haldiram in traditional snack and packed sweet.

Q 3- Overall which snack is in more demand in the market western or traditional ?

Solution-

INTERPRETATION- This question was also ask from consumer and similar kind of response
we get there also most number of consumer give their response in favor of both the snacks and
here also 73.8% (59) retailers thinks that consumer like both the snacks and both are in demand
followed by 17.5% (17) retailers gave response that traditional namkeen is in more demand at
their store and in last only 8.7%(7) retailers thinks that western snack is in more demand.

Q -4 Which range of snack is sold in high quantity ?

 55

Solution-

INTERPRETATION- 71.3% (57) retailers think that 20 and above range pack is highly sold in
the market and in other terms we can say that family packs of traditional and western snacks is
more popular in consumer in case of haldiram, followed by Rs 10 pack with just 26.3% (21) and
only 2.5% (2) responses comes in the favor of Rs 5 .

Q 5- What retailers think about the margin they get in Haldiram products ?

Solution-
 56

INTERPRETATION- This is one of the most interesting question ask from the retailers and
retailers also feel comfortable to give their response in this matter.

Most of the retailers feel neutral about their view related to their margin with maximum no. of
responses 43.8% (35) followed by 18.8% retailers who were partially satisfied with haldiram
margin and then 15%(12) retailers who are completely satisfied with their margin and then
12.5% (10) retailers were partially dissatisfied and in last only 10% (8) retailers were not happy
with the margin given by haldiram.

So overall we found that retailers were at positively neutral side in terms of margin of haldiram
products.
 57

STOCK STATUS ANALYSIS OF 4 DIFFERENT REGIONS RETAILERS

(small category )

S. Market name INDRAPURAM DADRI DELHI VASUNDHARA

No. Product
1. Namkeen 85% 85% 100% 75%
Rs. 5,10 and 20)
2. Chips (Rs. 5) 0% 85% 70% 45%
3. Chips(Rs. 10) 65% 85% 95% 45%
4. Chips(Rs. 20) 60% 75% 80% 75%
5. Taka-Tak(Rs.5) 0% 85% 75% 45%
6. Taka-Tak(Rs.10) 80% 85% 95% 55%
7. Whoopies (Rs. 5) 0% 80% 65% 35%
8. Whoopies(Rs. 10) 80% 75% 80% 45%
9. Panga (Rs. 5) 0% 85% 75% 30%
10. Panga (Rs. 20) 65% 65% 80% 35%
11. Snack lite (Rs. 5) 0% 80% 70% 45%
12. Snack Lite (Rs. 10) 60% 80% 90% 55%
13. Snack Lite (Rs. 20) 66% 30% 60% 50%

INTERPRETATION- when we visit 80 retailers from different region this was the current
status of their stock that what they have and what they like to keep in their store.

For an example 85% of small category retailers I visit in indrapuram region had small category
namkeen pack of 5/10/20 RS. Similarly follows
 58

STOCT STATUS ANALYSIS OF 4 DIFFERENT REGIONS RETAILERS

(large category)

S. Market name INDRAP DADRI DELHI VASUNDH

No. Product URAM ARA
1. Aloo bhujia/ bhujia/ 200 gm 95% 100% 100% 100%
Moong Daal/
2. Navratan/ Khatta 400 gm 85% 75% 100% 100%
3. meetha/ Peanut/ Nut 1 kg 70% 25% 40% 25%
Cracker/ Kaju Mix
4. Papad/ Soan Papdi/ 250 gm 70% 0% 15% 10%
Tin Sweet/ Sugarfree /
5. Gur Til / Chocoalate / 500 gm 70% 0% 35% 10%
6. Orange Soan Papdi 1 kg 60% 0% 35% 5%
7. Mathri/ Samosa/ 200 gm 85% 95% 100% 100%
Kachori/ Gapshup
Peanut/ Punjabi
Tadka/ Chakoli/
Khakhra
8. Diet namkeen / 150 gm 80% 95% 100% 100%
Fatafat Bhel
9. Chan Cracker/ Kabuli 200 gm 80% 95% 90% 100%
Chana/ Soyastix/
Chaipuri
10. RTE/Vermicelli/ 65% 40% 65% 95%
Macroni/rusk/ Pickle

INTERPRETATION- This particular data is of large category retailers , it is the stock ist of 4
different market retailers and their stock and their choice of variety they keep in their stores .

For an example in indarpuram 95% of retailers have the category of 200gm namkeen with them.
Similarly follows.
 59

CONCLUSIONS AND FINDINGS

 60

Related to consumer responses

(Positive)

Both the snacks traditional and western are almost equally popular in terms of consumer.
But the number of traditional snacks consumer are more than the western snacks
consumers.

We found most of the user are medium or regular user of the company , which shows that
company having a strong image in the customer mind from several years and serving
them a well quality products.

In traditional snacks most no. of consumer gives rank 1 to haldiram which shows that in
traditional snack haldiram is a leading brand.

Moong dal is find to be the most popular snack in traditional snack category and chips in
western category .

67.3% customer have either tried our new products or they are having interest in our new
product so we can say that our new product category is well on track.

82.7% respondents said that they will suggest our haldiram products to their relatives and
friends, it show that positive word of mouth is spreading which is good in sense of
prospect customers for haldiram.

When it was ask that there is any significance difference in haldiram products and other
brands from respondents more than 50% respondents think that yes there is difference in
terms of quality, freshness, packaging, availability, quantity, loyalty and price.

(Negative)

Most no. of respondents rate advertisement of haldiram products very low.

 61

In western snacks category haldiram faces tough competition from lays and bingo , still
need to improve in western snack category where lays reflects to be the leading brand.

32.3 % respondents have not tried the new products of haldiram which means somewhere
they are untapped might be due to lack of awareness or something else reason.

Snac lite and Panga in western snacks category have not get that much positive response
from consumer side. Need to be redefine the strategy related to their sale.

The most common obstacle which is found that people are not aware about the new
products of haldiram, followed by availability of new products and the price and quantity
as usuall.

Related to Retailers

(Positive)

Retailers also thinks that in traditional snacks category haldiram is a leading brand and no
one is not giving that much tough competition from sever years.

43.8 % retailers were neutral towards their margin which shows halditram given a
satisfying margin to their retailers.

71.3 % retailers given the data that 20 and above rupees pack is having more demand
which ultimately lead to higher revenue for the company.

Haliram product is more available in the stores in comparison to other snacks company
products which shows the good distribution channel facility.

Haldiram products create a brand image in the mind of customers which reflects through
the response from the retailers.
 62

(Negative)

In haldiram traditional snack category retailers also thinks that haldiram is not a leading
brand here lays still holding the top position. And bingo giving the tough competition for
second position as well.

Most of the retailers complaints about the space related to western snack category some
does not have hanging facility from haldiram.

Retailers having issues related to replacement of damages. No one care for them.

Retailers also having problem of not getting the products which they demand and they are
push to sale which is not in demand from customers.

Retailers also thinks that no one is care about what problem they are facing and what
customer want from the company, there is no such meetings conducts related to retailers
by top level of management .
 63

RECOMMENDATIONS
 64

For traditional snacks haldriam needs to think about a new strategy so that they
can compete with the leading brand lays in western snacks.

There was a common problem with all the retailers of space . so, haldiram should
think about it and supply more and more hangers to hang western snack category.

Retailers are very much unsatisfied with the damage policy of the company. So
haldiram need to think about it.

There is no such meeting held on the level of retailers so that they are in contact
with the top level people of the company and reflects their problem there. There
should be a single meeting in a year, it also help to build relation with them and
company also able solution might get some basic problem solution from their
retailers.

Customer need awareness related to new products there is no source except the
availability in the store. So, company should invest some amount for creating
basic awareness rather than investing the amount to push the new product sale.

A suggestion from consumer side comes that hadliram should start Dabba
facility in lunch hours from their restaurant to near by office places on prior base
orders.

Company may come with more packed sweet category on festival season through
their retailers and distributors supply chain management.
 65

LIMITATIONS OF THE STUDY

 66

Possible Limitations of the Study

Sample size- Due to shorter time period of internship the sample size that has been used
in this research related to retailers and consumers is said to be small. If this working
period was much longer than the actual, probably the accuracy will be more.

Lack of available and/or reliable data- retailers were hesitate to share their view and
also consumer were force to given their response which some time leads to not geeting
the real output from respondent.

Lack of prior research studies on the topic there were lack of availability of prior
research paper on this topic which help to compare my study reliability with them. The
data and interpretation might be differentiate with the population results.

Possible Limitations of the Researcher

Access for researcher it is not possible to cover all the retailers, so study is done on the
20 retailers from various 4 locations. Also in the case of consumer a sample of consumer
is tapped rather than the whole population.

Cultural and other type of bias- This study is based on a certain and specific regions of
Delhi-NCR where there is specific culture so we cant say that in other part of the country
same responses we get.

Fluency in a language Sometimes we see the semantic barrier problem take place, here
also while dealing with retailers same problem take place and a similar kind a problem
might be take place during writing the report.
 67

BIBLOGRAPHY
 68

Books-

PHILIP KOTLER, GARY ARMSTRONG, PRAFULLA Y. AGNIHOTRI,

ESHAN UL HAQUE 2010. A South Asian Perspective, 13th Edition.

Kothari C.R, Research Methodology, Vishwa prakashan, New Delhi,

Reprinted Edition, 2004, Page 1-112.

Kotler Philip, Marketing Management, Prentice Hall of India Pvt Ltd., New
Delhi, 11th Edition 2007

Haldirams product brochure.

Websites-

http://www.haldiram.com

http://www.haldiram.com/achievements

https://www.ibef.org/industry/indian-food-industry.aspx

https://www1.udel.edu/alex/chapt6.html

http://www.learnmarketing.net/consumer.htm

http://economictimes.indiatimes.com/articleshow/57239972.cms?utm_source=cont
entofinterest&utm_medium=text&utm_campaign=cppst
 69

ANNEXURE
 70

Haldirams Consumer Survey for Namkeens & Sweets

Name

Age ..

Gender (M/F).

Q1 Are you the users of Haldirams

1. Light users 2. Medium users 3.Regular users

Q2 What kind of snacks do you prefer the most?

1. Traditional 2.Western 3. Both

Q3 Rank the following 3 brands in the order of your preference of purchase

1. Haldirams 2. Bikano 3. Lehar 4. Kurkure Namkeens

Q4 Rank the following 3 products in the order of your preference of purchase

1. Haldirams 2. Lays 3. Bingo 4. Yellow Diamond

Q10. Which traditional snack you like the most in Haldirams?

1. Bhujia 2. Moong Daal 3. Mixtures 4. Peanut/Chana
 71

Q11. Which western snack you like the most in Haldirams?

1. Chips 2. Taka-tak 3. Whoopies 4. Snack ite

Q12. Which packed sweet you like the most?

1. Rasgulla 2. Soan Papdi 3. Gulab Jamun

Q13. Would you suggest Haldiram's Products to your family and relatives?
1. Yes 2. No
 72

HALDIRAMS RETAILERS SURVEY

1) Outlet name______________

2) Market name_____________

3) Location_________________

4) Which product of Haldirams is sold in higher volume? (Traditional)

a. Bhujia
b. Moong Daal
c. Mixtures
d. Peanut/chana

5) Which product of Haldirams is sold in higher volume? (Western)

a. Chips
b. Takatak
c. Whoopies
d. Snack Lite

6) Which company's Namkeen & Sweets are sold in Market?

a. Haldirams
b. Bikano
c. Lehar
d. Kurkure Namkeens

7) Which is the most demanded snack of Haldirams in market?

a. Traditional Snacks
b. Western Snacks
c. Both

8) Which rupee pack is the most sold?

a. Rs. 5
b. Rs. 10
c. Rs 20 and above?

9) Are you satisfied with the Retail margin that you are getting from Haldirams?
a. Dissatisfied b. partially dissatisfied c. Neutral d. Partially satisfied e. Satisfied
 73

SMALL CATEGORY STOCK STATUS INDRAPURAM

 74

LARGE CATEGORY STOCK STATUS INDRAPURAM

 75

SMALL CATEOGRY STOCK STATUS DADRI

 76

LARGE CATEGORY STOCK STATUS DADRI

 77

SMALL CATEGORY STOCK STATUS VASHUNDRA

 78

LARGE CATEGORY STOCK STATUS VASHUNDRA

 79

SMALL CATEGORY STOCK STATUS SHALIMAR BAGH DELHI

 80

LARGE CATEGORY STOCK STATUS SHALIMAR BAGH DELHI

81