Você está na página 1de 19

CONTENTS

CHAPTER:1

    CHAPTER:2     

INTRODUCTION CUSTOMER PERCEPTION COMPANY PROFILE OBJECTIVE OF THE STUDY

RESEARCH METHODOLOGY TYPE OF STUDY TOOLS USED SAMPLE SIZE LIMITATION OF STUDY

CHAPTER:3  CHAPTER:4      FINDING & OBSERVATION CONCLUSION SUGGESTION BIBILIOGRAPHY ANNEXURE DATA ANALYSIS &INTERPRETATION

PREFACE
The research provides an opportunity to a student to demonstrate application of his / her knowledge, skill and competencies required during the technical session. Research also helps the student to devote his / her skill to analyze the problem to suggest alternative solutions, to evaluate them and to provide feasible recommendations on the provided data.

Although I have tried my level best to prepare this report an error free report every effort has been made to offer the most authenticate position with accuracy.

Introduction
Perception is actually more important than reality in many cases. In the world of business, particularly marketing and advertising, perception is reality. Marketers spend great sums of money to alter your perception of their product. Their goal is for you to believe their advertising to be real and ultimately entice you to purchase their product, perceiving that it is right for you. In the active area of delivering superior customer service, perception of an issue by the customer is often a very different matter than the actual circumstances might describe. The professional customer service specialist must actively listen in order to intelligently discern what the customer is actually saying, regardless of want the facts of the matter are. Often, a tense situation can be diffused by simply being sensitive to the customers' viewpoint and perception of the issues, and then suggesting solutions based upon those perceptions. Insensitivity and indifference will fan the flame of customer anger and possibly lead to a lost customer. Awareness of the facts is necessary but sensitivity to customer perception is critical. Accelerate your listening and learning skills. Listen closely to what the customer is really telling you, and then act. Paying more attention to customer perception will supercharge your customer service reputation and subsequent sales figures.

CUSTOMER PERCEPTION
Consumer Behavior
Consumer behavior is defined as activities people undertake when obtaining, consuming and disposing of products and services, simply stated consumer behavior has traditionally been thought of as the study of why people buy with the premise that it becomes easier to develop strategies to influence consumers once a marketer knows why people buy certain products or brands Blackwell (2001)

Attitudes
Many different definitions of attitudes exist however for the purposes of verbal measurement an attitude is a state of readiness, a tendency to respond in a certain manner when confronted with certain stimuli (Oppenheim, 2003). Oppenheim (2003) suggests that attitudes are reinforced by beliefs (the cognitive component) and often attract strong feelings, (the emotional component) which may lead to particular behavioral intents (the action tendency component).

Attitudes perform certain functions as mediators between the individual and his or her environment. Lutz (1991) points out that attitudes assist in the organization of psychological and behavioral activities. Maier (1965) states that attitudes determine meanings (by providing a context for the interpretation of new information), reconcile contradictions (by helping individuals to evaluate each others opinions), organize facts (selective perception) and select facts. Foxall (1998) suggests that another way to view the functional issue is to take the position that all the above functional descriptions are similar in that they describe a basic purpose of attitudes, only they view attitudes in different motivational contexts and hence suggest that there are different types of functions. The alternative view is that attitudes serve one basic function, that of social adaptation (Kahle 1984). This means that attitudes, like other social cognitions such as values, are useful to human functioning because they help us acquire useful information, assimilate new information, and efficiently direct our behavior; in short, adapt to our environment so that we may best live and survive. Foxall (1998) states attitudes are a type of

cognition that is useful because they organize and abstract a variety of experiences and informational inputs, thereby facilitating adaptation Kahle (1984) provides a more through examination of attitudes Attitudes are adaptation abstractions, or generalizations, about functioning in the environmentthat are expressed as predispositions to evaluate an object, concept or symbol. This abstraction process emerges continuously from the assimilation, accommodation, and organization of environmental information by individuals, in order to promote interchanges between the individual and the environment that, from the individuals perspective are favorable to preservation and optimal functioning.

In a consumer behavior context an attitude is a learned predisposition to behave in a consistently favorable or unfavorable way with respect to a given object (Schiffman & Kanuk, 2007). Schiffman and Kanuk (2007) argue that the formation of consumer attitudes are strongly influenced by personal experience, the influence of family and friends, direct marketing, mass media and the Internet.

As this study revolves around the customer adoption of Electronic store it would be useful to discuss customer adoption of banking services as a whole, primarily in comparison with consumer acceptance of new technologies such as Internet Banking etc. Customer adoption is an established dilemma for the strategic plans of financial institutions. Some studies have investigated why individuals choose a specific bank. Important consumer selection factors include convenience, service facilities, reputation and interest rates (Kennington et al., 1996; Zineldin, 1996). According to Delvin (1995), customers have less time to spend on activities such as visiting a bank and therefore want a higher degree of convenience and accessibility.

Liao and Cheung (2002) used survey data and regression analysis to measure consumer attitudes towards Internet-based e-retail banking as a financial innovation. They found that individual expectations regarding accuracy, security, network speed, user-friendliness, and user involvement and convenience were the most important quality attributes in the perceived usefulness of Internet-based e-retail banking. In addition, willingness to use depended significantly on the first five factors, allowing the interdependencies between them to be

estimated in terms of marginal rates of substitution or ratios of the corresponding regression coefficients. Another study by Liao and Cheung (2001), analysed the initial effects and relationships between consumer attitudes and Internet-based e-shopping. Using regression analysis, they explored the consequences of future changes in Internet transaction costs, especially with respect to payment, logisticsdelivery, communications and asymmetric information. The analysis showed that the life content of products, transactions security, price, vendor quality, information technology education and Internet usage significantly affect the initial willingness to e-shop on the Internet.

Bomil and Ingoo (2002) confirmed in their study that two beliefs, ease of use and usefulness, partially explain the users behavior in the emerging environment such as Internet banking. They introduced trust as another belief that has an impact on the acceptance of Internet banking. According to the results of their statistical analysis, trust is one of the most significant beliefs in explaining a customers attitude towards using Internet banking. Trust has a more direct effect on an individuals behavior than perceived ease of use in the online banking context, while perceived ease of use has a greater total effect on a customers actual use (Mavri & Ioannou, 2006). Having looked at attitudes the study will now describe intentions that form an important link to attitudes in terms of determining consumer behavior.

Intentions

Intentions are subjective judgements about how we will behave in the future. (Blackwell, 2001)

Blackwell (2001) argues that although intentions are important predictors of behavior, they cannot be deemed as perfect predictors. Intentions can change or shift. These changes may be caused by unanticipated circumstances. If a person intends to purchase a certain product, and later on during his information search he learns something new, then that may change his intention. Similarly one may not intend to buy a product and yet may end up doing so. Despite these limitations consumer intentions may still be a companys best method for predicting future behavior.

Blackwell (2001) also suggests that the predictive power of intentions also depends on the to-bepredicted behavior. If a person always buys the same coffee brand, intentions to buy this brand during the next shopping trip should be very accurate. The next part of the chapter discusses how behavior is affected by attitudes.

COMPANY PROFILE
Parle Agro is an Indian company in the beverages industry and has brands like Frooti, consistent winner of India's fruit beverage brand, Appy, Appy Fizz and packaged drinking water, Bailley. A pioneer in the Indian industry, Parle Agro is associated with many firsts. They were the first to introduce fruit drinks in tetra packaging, first to introduce apple nectar and the first to introduce fruit drinks in PET bottles. In 2008, Parle Agro forayed into foods with the launch of two confectionery brands, Mintrox mints and Buttercup candies. This was soon followed by two more brands - Buttercup Softease and SofteaseMithai. Recent beverage products from Parle Agro include Saint Juice, LMN and Grappo Fizz. In 2009, Parle Agro forayed into snacks with the launch of Hippo, in line with the companys vision of becoming a major player in the foods and beverages industry. HISTORY:In the 1950s the undivided Chauhan family manufactured beverages, water, confectionery, biscuits, etc. under its registered brand name Parle. Over the years, the group split into three different companies Parle Agro, Parle Bisleri and Parle Products. Currently, all three are separate companies with separate ownership and management. They also have different products manufactured under them. All three companies continue to use the family trademark name Parle under which the current companies are named.

Parle Agro commenced operations in 1984. Starting with only beverages and diversifying to include bottled water in 1993 and confectionery in 2007. Frooti was the first product that was rolled out of Parle Agro in 1985. It went on to become Indias favourite mango drink. It still has a leading market share.[1] Mr. PrakashChauhan is the Executive Chairman of Parle Agro....

PRODUCTS OF PARLE AGRO: FRUITY

Launched in 1985 as a mango drink, Frooti is the first beverage to be launched in tetra packaging in India. Frooti is Indias favorite Mango drink and is ranked amongst the most trusted brands in numerous national surveys.

APPY

Launched in 1986 as an apple nectar and originally available in a white tetra pack with an apple and leaf graphic, today it comes in black tetra packaging. Appy remains the first apple nectar to be launched in India.

APPY FIZZ

Launched in 2005, Appy Fizz is Indias first sparkling apple drink available in a champagne shaped PET bottle. Considered the Champagne of Fruit drinksAppy Fizz is a one of a kind product in the beverage market.Recently, Appy Fizz has been given a makeover in terms of a new packaging.

GRAPPO FIZZ

Launched in 2008, Grappo Fizz is a sparkling grape juice drink. Credited with creating the sparkling fruit drinks category in IndiaGrappo Fizz is along the lines of existing product Appy Fizz. It is purple-red in color and has no close competition in the market.

LMN

Launched in 2009, LMN is a fresh take on nimbupani. It contains real lemon juice and has no artificial flavors or preservatives. LMN works as an Emergency Lemon Refresher, and tastes closest to authentic nimbupani

SAINT JUICE

Launched in 2008, Saint Juice is available in three variants Orange, Mixed fruit, Grape and Apple. Saint Juice is 100% juice with no added color, sugar or preservatives.

HIPPO

HIPPO is a baked snack with the goodness of wheat. It is available in seven flavors from around the world - Italian Pizza, Chinese Manchurian, Hot-n-Sweet Tomato, Thai Chilli, Yoghurt Mint Chutney, Indian Chatpatta and Arabian Salted. These baked wheat munchies have no added MSG, no GMO, no cholesterol and zero trans-fat.

MINTROX

Mintrox is a hard mint candy. It is available in two flavors - Hard Cinnamon Mint and Hard Menthol Mint.

OBJECTIVE OF THE STUDY


Primary Objective: y To Analyze the consumer perception towards beverages products of Parle agro.

Secondary Objectives y To evaluate the impact of beverages on the consumers y To know the problems and needs of the customers.

RESEARCH METHODOLOGY
In todays society the healthcare field has become focused on improving organizational efficiency by enhancing two management views. The theories of

review are Total Quality Management & Leadership. Both theories focus on high productivity/quality and have several similarities. All references and

supplementary information may found in textbooks, media sources, and any public library. This research paper is based on exploration of various literatures to establish the organizational history and necessity of Total Quality Management (TQM) and Leadership theories in relation to business. Through research a harmonious link between TQM and Leadership theory is discovered along with the need for both theories usage. The concept of quality is one that is perceived differently by almost all whom define it. Since the dawn of time quality has been one of, if not the most important factor in any organizations future/success (Goldsmith, 1984). Total quality management took root in Japan 30 years sooner than in the United States. But the fear driving both countries to the program was the same: economic collapse (Goldsmith, 1984).

TYPES OF THE STUDY & TECHNIQUES

The study conducted is a conclusive descriptive statistical study. Conclusive because after conducting the study, the researcher comes to a decision which is precise and rational. The study is conclusive because after doing the study the researcher come to a conclusion regarding the position of the brand in the minds of respondents of different firm groups. The study is statistical because throughout the study all the similar samples are selected and grouped together. All the similar responses are taken together as one and their percentages are calculated.

Thus, this, conclusive descriptive statistical study is the best study for this purpose as it provides the necessary information which is utilized to arrive at a concrete decision.

TOOLS USED

To know the response I have used the questionnaire method in sample survey. If one wishes to find what people think or know, the logical procedure is to ask them. This has led marketing researchers to use the questionnaire technique for collecting data more than any other method. In this method questionnaire were distributed to the respondents and they were asked to answer questions in the questionnaire. The questionnaires were structured non-disguised questionnaire because the questions, which the questionnaire contained, were arranged in a specific order besides every question asked were logical for the study, no question can be termed as irrelevant.

The questionnaire, were non-disguised because the questionnaire were constructed so that the objective is clear to the respondent. The respondents were aware of the objective. They knew why they were asked to fill the questionnaire.

SAMPLE SIZE

For carrying out any research or study on any subject it is very difficult to cover even 10% of the population. Therefore the sample size has to be decided for a meaningful conclusion. For designing the sample size, it was thought proper to cover a very small percentage of population in various age groups.

The method used for sample technique was non probability sampling method. This method was used because it was not know previously as to whether a particular person will be asked to fill the questionnaire. Convenient sampling is used because only those people were asked to fill the questionnaires that were easily accessible and available to the researcher.

Considering the constraints, it was decided to conduct the study based on sample size of 100 people in specific age groups. Scientific method was adopted in this study because of financial constraints and also because of lack of time, also the basic aim of doing the research was academic, hence most convenient way was selected.

LIMITATIONS OF STUDY

Limitation of the present study can be summarized below: y The respondents were limited and cannot be treated as the whole population. y The respondents may be biased. y Time was the major constraint. y The accuracy of indications given by the respondents may not be consider adequate Due to language Problem it is possible that the respondents are not able to understand the questionnaire and can cause misleading results

DATA ANALYSIS & INTERPRETATION

Você também pode gostar