Supernova Project PDF

Preview

Summary

“A STUDY ON BRAND LOYALTY AMONG CUSTOMERSTOWARDS SUPERNOVA FOOD PRODUCTS WITH ASPECIAL REFERENCE TO MANJERI AREA”PROJECT REPORTSubmitted to the University of Calicut in partial fulfillment of the requirementsfor the award of Degree in Master of CommerceByMUHAMMED NAHEEMReg. No: (JNARBC011)UNDER THE ...

Description

“A STUDY ON BRAND LOYALTY AMONG CUSTOMERS TOWARDS SUPERNOVA FOOD PRODUCTS WITH A SPECIAL REFERENCE TO MANJERI AREA”

PROJECT REPORT Submitted to the University of Calicut in partial fulfillment of the requirements for the award of Degree in Master of Commerce By MUHAMMED NAHEEM.V Reg. No: (JNARBC011) UNDER THE GUIDANCE OF Mrs. DIANA JOSE Assistant professor Department of Commerce

JAMIA NADWIYYA ARTS AND SCIENCE COLLEGE (Recognized by government of Kerala & affiliated to university of Calicut) Salah Nagar, Edavanna 676541

MARCH 2020

DECLARATION

I MUHAMMED NAHEEM V, B Com student in Jamia Nadwiyya Arts and Science college Edavanna, hereby declare that the project report entitled “A STUDY ON BRAND LOYALTY AMONG CUSTOMERS TOWARDS SUPERNOVA FOOD PRODUCTS WITH A SPECIAL REFERENCE TO MANJERI AREA’’ is a record of bonafide research carried out by me for the purpose of submitting to the university of Calicut in partial fulfillment of the requirement for the award of master of commerce degree. I also declare that this is an original work done by me and this has not been submitted by me fully or partially for the award of any degree or title of recognition anywhere else earlier. The work has carried under the supervision and guidance of MRS. DIANA JOSE, Assistant professor, department of commerce, JNASC Edavanna.

Edavanna Date:

MUHAMMED NAHEEM .V JNARBCM011

UG DEPARTMENT OF COMMERCE JAMIA NADWIYYA ARTS AND SCIENCE COLLEGE (Recognized by government of Kerala & affiliated to university of Calicut) Salah Nagar, Edavanna 676541

CERTIFICATE This is to certify that Mr. MUHAMMED NAHEEM V is a bonafide student of the Department of Commerce, Jamia nadwiyya arts and science college, Edavanna. The project report entitled “A STUDY ON BRAND LOYALTY AMONG CUSTOMERS TOWARDS SUPERNOVA FOOD PRODUCTS WITH A SPECIAL REFERENCE TO MANJERI AREA ’’ has been prepared by her under the guidance and supervision of Mrs. DIANA JOSE Assistant professor of, UG Department of commerce , JNASC, Edavanna, in a partial fulfillment of the requirement for award of master of commerce degree. He is allowed to submit this project to university of Calicut for evaluation.

Salah Nagar, Edavanna Date:

Mr. SHAJI M H.O.D & Assistant professor UG Department of Commerce JNASC, Edavanna

UG DEPARTMENT OF COMMERCE JAMIA NADWIYYA ARTS AND SCIENCE COLLEGE (Recognized by government of Kerala & affiliated to university of Calicut) Salah Nagar, Edavanna 676541

CERTIFICATE

This is to certify that the project report entitled “A STUDY ON BRAND LOYALTY AMONG CUSTOMERS TOWARDS SUPERNOVA FOOD PRODUCTS WITH A SPECIAL REFERENCE TO MANJERI AREA ’’ has been prepared by Mr. MUHAMMED NAHEEM .V under my guidance and supervision. The work has been satisfactory and recommended for consideration towards the award of master of Commerce degree of University of Calicut.

Salah Nagar, Edavanna

Mrs. DIANA JOSE

Date:

Assistant professor UG Dept. of Commerce JNASC, Edavanna

ACKNOWLEDGEMENT

No words are enough to thanks almighty ALLAH, still thank the supreme for the blessing me to accomplish this endeavor. I am greatly obliged to Mrs. PREETHA KA, Principal, Jamia Nadwiyya Arts and Science College, Edavanna. I am greatly obliged to Mr. SHAJI M, HOD of Department of Commerce, JNASC Edavanna. I proudly utilize this privilege to express my thanks and sincere gratitude to my inspiring guide Mrs. DIANA JOSE, Assistant professor Department of Commerce, JNASC, Edavanna for his kind supervision and valuable guidance and constant encouragement in bringing out this report in time with a deep sense of involvement and confident I am also indebted to all the other faculty members of Commerce Department for their sincere cooperation and assistance. Besides, I would like to shower my sincere gratitude to the respondents for spending their valuable time to cooperate with my project work. I am also thankful to my beloved parents and friends for their sincere assistance and encouragement during my project work.

Edavanna

MUHAMMED NAHEEM .V JNARBCM011

LIST OF CONTENTS

CHAPTER NO

TITLE

1 2 3

INTRODUCTION REVIEW OF LITERATURE INDUSTRY PROFILE,COMPANY PROFILE AND

4 5

THEORETICAL FRAMEWORK DATA ANALYSIS AND INTERPRETATION SUMMARY,FINDINGS,SUGGESTIONS,AND CONCLUSION BIBLIOGRAPHY APPENDIX

PAGE NO

LIST OF TABLES TABLE NO 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10

TITLE SEX OF THE CONSUMERS MONTHLY INCOME OF THE CONSUMERS KIND OF EMPLOYMENT EDUCATION OF RESPONDENT PURCHASE OF SUPERNOVA FOOD PRODUCTS PRODUCT PREFERENCE HEARED OF SUPERNOVA FOOD PRODUCTS QUANTITY OF PURCHASE OF PRODUCTS FREQUENCY OF PURCHASE SATISFACTION LEVEL OF AVAILABILITY OF

4.11 4.12 4.13 4.14 4.15 4.16 4.17

SUPERNOVA FOOD PRODUCTS PLACE OF PURCHASE BRAND PREFERENCE SCHEMES PROVIDED BY DISTRIBUTER AWARENESS OF PROMOTIONAL STRATEGIES MOST INFLUENCED PROMOTIONAL STRATEGIES PACKING OF SUPERNOVA FOOD PRODUCTS PACKING IS GOOD ENOUGH TO PROTECT THE

4.18 4.19 4.20 4.21 4.22

PRODUCTS FROM SPOILAGE PRODUCT ACCEPTABILITY OPINION ABOUT THE PRICE QUALITY OF SUPERNOVA PRODUCTS RANK THE BRAND ACCORDING TO TASTE REASON FOR PREFERING SUPERNOVA FOOD

4.23 4.24

PRODUCTS OPINION ABOUT BRAND IMAGE SUPERNOVA FOOD PRODUCTS ADVERTISEMENT

4.25

REAL/FAKE SATISFACTION LEVEL OF SUPERNOVA FOOD

4.26

PRODUCTS ADVERTISEMENT MAIN STRENGTH OF SUPERNOVA FOOD

4.27

PRODUCTS COMPARE TO OTHER BRANDS OVERALL OPINION ABOUT BRAND

PAGE NO

LIST OF FIGURES TABLE NO

TITLE

4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10

SEX OF THE CONSUMERS MONTHLY INCOME OF THE CONSUMERS KIND OF EMPLOYMENT EDUCATION OF RESPONDENT PURCHASE OF SUPERNOVA FOOD PRODUCTS PRODUCT PREFERENCE HEARED OF SUPERNOVA FOOD PRODUCTS QUANTITY OF PURCHASE OF PRODUCTS FREQUENCY OF PURCHASE SATISFACTION LEVEL OF AVAILABILITY OF

4.11 4.12 4.13 4.14 4.15 4.16 4.17

SUPERNOVA FOOD PRODUCTS PLACE OF PURCHASE BRAND PREFERENCE SCHEMES PROVIDED BY DISTRIBUTER AWARENESS OF PROMOTIONAL STRATEGIES MOST INFLUENCED PROMOTIONAL STRATEGIES PACKING OF SUPERNOVA FOOD PRODUCTS PACKING IS GOOD ENOUGH TO PROTECT THE

4.18 4.19 4.20 4.21 4.22

PRODUCTS FROM SPOILAGE PRODUCT ACCEPTABILITY OPINION ABOUT THE PRICE QUALITY OF SUPERNOVA PRODUCTS RANK THE BRAND ACCORDING TO TASTE REASON FOR PREFERING SUPERNOVA FOOD

4.23 4.24

PRODUCTS OPINION ABOUT BRAND IMAGE SUPERNOVA FOOD PRODUCTS ADVERTISEMENT

4.25

REAL/FAKE SATISFACTION LEVEL OF SUPERNOVA FOOD

4.26

PRODUCTS ADVERTISEMENT MAIN STRENGTH OF SUPERNOVA FOOD

4.27

PRODUCTS COMPARE TO OTHER BRANDS OVERALL OPINION ABOUT BRAND

PAGE NO

CHAPTER-1 INTRODUCTION

1.1 INTRODUCTION A.M.S SPICES AND FOOD PRODUCTS PRIVATE LIMITED is a leading food processing organization in Kerala, working with the aim of selling quality goods to consumers at reasonable price. I understand brand loyalty study at supernova food product at manjeri...as a part of BCOM curriculum of Calicut University. A.M.S SPICES AND FOOD PRODUCTS PRIVATE LIMITED is a leading food processing organisation in Kerala, commenced its business on 6 th may 2001 under the brand name of “SUPERNOVA”. Working with an aim of selling quality goods to consumers at reasonable price has today made supernova a well-known brand in Malabar area of Kerala state. The analysis and interpretation was done on the basis of data collected from the Customers through questionnaire and past records.Study on brand loyalty to “SUPERNOVA” Helped me to analyse the level of loyalty among the customers to the different products Produced by this company. It helped me to analyse the attachment of customers to a brand and point out the areas available for improvement. Fast changes are taking place in the business environment. And organisation must have been ability to absorb this changes at fast right then in past. In today’s global market brand awareness place a decisive role in the sale. Turnover of this company, competitive advantage or internal capability of an organization is position of superiority on the part of organization in relation to its competitors. A good branding can increase the value of product and the company self.to brand a product it is necessary to teach(who) the product is buy giving it a name and using other brand elements to help identifying it as well as(what) the product to does and(why)the consumer should care. Every organisation is realized that they can survive in the world only through satisfying the customer’s needs and wants.in order to satisfy the existing customers and also to attract new customers are bringing different type of marketing strategies.

1.2 STATEMENT OF THE PROBLEM In Manjeri locality supernova food products are one of the leading brands in market. Rural marketing is very important to a company for the sales growth and increasing market share. Knowing consumer preference and their influencing factors during the purchasing of food products is very essential for a company to increase sales and market share. Even if there abundant growth and potential of food products, nobody has systematically Studied the customer with regarding issues in connection with the food product market such as, reason for purchasing the brand, overall satisfaction level of customers, influence of advertisement on buying and simply brand awareness among customers. So, this study is an effort to find out the brand loyalty of customers towards the features of the product offered by the company and also to measure the satisfaction level of customers.

1.3

OBJECTIVES OF THE STUDY

1. To understand various products and services offered by supernova food products 2. To identify the competitive advantages of supernova food products 3. To know about acceptability of supernova food products 4. To analyse the factors affecting in purchasing of supernova food products 5. To analyse the satisfaction level of customers 6. To understand the brand loyalty of supernova food products with a special reference to Manjeri area

1.4 SIGNIFICANCE OF THE STUDY Food is the indispensable part of the human life. Every person wish to have a good food in the life style and also food habit of people has changed due to the availability of packed food and powders. Every person depends on packed items among this, the powders which are needed for making food has increased. Only those spices and food products offering the good quality, less price, attractive packaging with standard picture can survive in the market. The success of any product depends upon the satisfaction of the customer. Customer satisfaction leads to increasing sales. so, it is essential to study the brand loyalty among customers.in order to design the product in such a manner which will provide more value to customers. Supernova spices and food products is one of the leading brand familiar to everyone. Hence it is compulsory for measuring satisfaction level of customers. Making people aware and studying their satisfaction has become a major in recent time. so, it shorts that lesser the people aware the lesser they purchase sales can be increased through increasing the awareness of the product. In this context regarding brand loyalty among customer towards supernova food products highly significant.

1.5 HYPOTHESIS H0 = there is no significant relationship between satisfaction of price towards the supernova food products and opinion of quality towards the supernova food products. H1 = there is significant relationship between satisfaction of price towards the supernova food products and opinion of quality towards the supernova food products.

1.6 RESEARCH METHODOLOGY Research methodology is the systematic approach to find solution to the research problem it constitute the research methods, selection criterion of research method used in context of research study and explanation using of a particular method or technique, so that research results are capable of being evaluated by research himself or by others.

1.6.1 METHOD OF DATA COLLECTION 1. Primary data:Primary data was collected from respondents, through the use of direct interview and structured questionnaire. 2. Secondary data:The secondary data are collected from journals, friends, internet, magazines etc…

1.6.2 SAMPLING METHOD The sampling method is used for the study is Convenient sampling. The unit and respondents in each unit have been selected by random sampling

1.6.3 SAMPLE SIZE The respondent for the study is 100 employees in SUPERNOVA FOOD PRODUCTS and all of them are included in selected on random basis.

1.7 TOOLS AND TECHNIQUES USED FOR THE STUDY For collecting primary data, it is to be used a structured questionnaire. The questionnaire is pre-tested and necessary modifications are made in the final draft. To analyse the data obtained through primary data, the study itself used the major mathematical and statistical tools, such as percentage and weighted average. For presentation purpose, table and diagrams were used.

1.8 TOOLS FOR DATA ANALYSIS 

Percentage analysis



weighted rank analysis



weighted average method

1.9 TOOLS FOR DATA PRESENTATION 

Tables



Bar diagrams



Pie diagrams



Line chart

1.10 AREA OF THE STUDY This study on brand loyalty among customers towards supernova food products concentrated in Malappuram district with special reference to Manjeri area.

1.11 DURATION OF THE STUDY This study on brand loyalty among customers towards supernova food products with special reference to Manjeri area conducted for the period of 21 days.

1.12 LIMITATIONS OF THE STUDY There are so many limitations in the study, the main limitations of the study are mentioned below  The time constrains are a major limitation in the study  Dependent on secondary data  More respondents are not give accurate answers  Respondents are limited  The size of the population was very high sample may not be a true representation of the populations  Some of the respondents were not ready to share much time with the researcher  Limited time for the study  Cost incurred during the study  Sampling error

1.13 CHAPTER PLAN The project work is logically divided and presented in five (5) chapters

Chapter -1: The first chapter deals with a brief introduction about supernova food products, significance of study, objectives of the study ,statement of problem, hypothesis, methodology, limitation of study ,and chapter plan.

Chapter -2: Literature review of supernova food products

Chapter -3: It discuss the company profile & theoretical frame work

Chapter -4: The fourth chapter represents the data analysis and interpretation of data

Chapter- 5: This chapter deals with summary, findings, suggestions and conclusion based on the analysis of study

CHAPTER-2 REVIEW OF LITERATURE

REVIEW OF LITERATURE Knowledge of any research field needs adequate familiarity with the literature related to the area selected for study. The concept and measurement of brand equity in the service sector has gained considerable attention from academicians, practitioners, and researchers in recent years. A brief review of literature would be of immense help to the researcher in gaining an insight into the selected problem. It would help in gaining good background knowledge of the area under study. So it is practiced to review the literature available in the related area of the research study. In the area of the research study, related to customer’s perception and brand equity several studies, research papers, articles, dissertations are available. References of these earlier studies were found to be relevant to shape the present study. 

J. Douglas McConnell (1968): has conducted a research study titled, “The Development of Brand Loyalty: An Experimental Study”, A field experiment with a factorial design showed that consumers developed preferences for three brands of a physically homogeneous product (beer), identical except for brand name and price. The significance of the experiment for marketing researchers lies mainly in the relative importance of perceived quality as a determinant of brand loyalty. Obviously price is only one cue to quality in the real world, and this makes perceived quality more difficult to measure than purchases over time. Nevertheless, it is considered that more complex models having such variables will provide considerably greater predictive power than the stochastic models being suggested.



Jagdish N. Sheth (1968): in the paper, “A Factor Analytical Model of Brand Loyalty”, with factor analysis as a method of estimating parameters, an empirical model of measuring brand loyalty for individual consumers based on frequency and pattern of purchases is presented. Since we are more accustomed to probability notions, an interesting extension of this research would be to establish isomorphic transformation of brand loyalty scores into probability measures. The resulting probabilities would then be functions of both frequency and pattern (history) of purchases because brand loyalty scores are themselves based on both frequency and pattern of purchases. Despite some limitations, the method seems superior to stochastic models for generating robust measures at the individual level. Reviews in brand loyalty are restricted though it is an exhaustive area to explore complete reviews and it may deviate from the title.



Kevin Lane Keller (1993): has contributed a paper in the topic, “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity”. The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity occurs when the consumer is familiar with the brand and holds some favourable, strong, and unique brand associations in memory. The article also explores some specific aspects of this conceptualization by considering how customer based brand equity is built, measured, and managed. Building brand equity requires creating a familiar brand name and a positive brand image-that is, favourable, strong, and unique brand associations. Strategies to build customer-based brand equity are discussed in terms of both the initial choice of the brand identities (brand name, logo, and symbol) and how the brand identities are supported by and integrated into the marketing program. Two basic approaches to measuring customerbased brand equity are outlined. The indirect approach measures brand knowledge (brand awareness and image) to assess the potential sources of brand equity. The direct approach measures the effects of the brand knowledge on consumer response to elements of the marketing mix. This article provides the base for this research study.



Chan Su Park and V. Srinivasan (1994): their study on “A Survey-Based Method for Measuring and Understanding Brand Equity and Its Extendibility” the authors develop a new survey-based method for measuring and understanding a brand's equity in a product category and evaluating the equity of the brand's extension into a different but related product category. It uses a customer-based definition of brand equity as the added value endowed by the brand to the product as perceived by a consumer. It measures brand equity as the difference between an individual consumer's overall brand preference and his or her brand preference on the basi...