NIRD-PGDRDM

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CENTRE FOR POST GRADUATE STUDIES

NATIONAL INSTITUTE OF RURAL DEVELOPMENT

(An Organization of the Ministry of Rural Development, Govt. of India)
RAJENDRANAGAR, HYDERABAD – 500 030, INDIA
[Link]

FINAL REPORT
ON
MARKETING RESEARCH
OF

PICKLES
IN RAJENDRANAGAR
SUMITTED BY:

ALIPATE NAULIVOU,

SHIPRA JAIN,

ABHISHEK KUMAR,

NEELMANI KUMAR and

SIVA KUMAR DEVI

SUBMITTED TO:

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CONTENTS

PART A: INTRODUCTION ........................................................................................................................5

1.0 BACK GROUND .................................................................................................................................5

1.1 NATIONAL SCENARIO: .......................................................................................................................

5

1.2 ANDHRA PRADESH SCENARIO: ..........................................................................................................

5

1.3 PURPOSE OF THE STUDY: .................................................................................................................6

1.4 OBJECTIVES: .....................................................................................................................................6

1.4a MAJOR OBJECTIVES: .......................................................................................................................6

1.4b MINOR OBJECTIVES: ......................................................................................................................6

1.5 LIMITATIONS OF THE STUDY: ...........................................................................................................6

1.6 SAMPLE SIZE DETERMINATION: .......................................................................................................7

PART B: METHODOLOGY AND MARKET FEASIBILITY SURVEY ................................................................8

2.0 METHODOLOGY: ..............................................................................................................................8

2.1 SECONDARY RESEARCH: ...................................................................................................................8

2.2 PRIMARY RESEARCH: .......................................................................................................................8

2.2.1 MARKET FEASIBILITY SURVEY: ......................................................................................................8

2.2.1a Street wise marketing sampling plan: ............................................................................9

2.3 MANDAL PROFILE- RAJENDRANAGAR: ............................................................................................9

2.4MAJOR BRANDS IN THE MARKET: ...................................................................................................10

2.5 MINOR BRANDS IN THE MARKET: ..................................................................................................10

PART C: HOUSE HOLD SURVEY ANALYSIS ............................................................................................12

3.0 INTRODUCTION: ............................................................................................................................12

3.1 GENDER OF THE RESPONDENT: .....................................................................................................12

3.2 TYPE OF PICKLE THE CONSUMER CONSUMES: ..............................................................................13

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3.3 THE FLAVOUR OF THE PICKLE WHICH THE COSUMER RANKED AS No. 1: .....................................14

3.4 FREQUENCY OF PURCHASING PICKLES BY THE CONSUMERS: ..................................................15

3.5 CHANGE OF THE FLAVOUR BY THE CONSUMER AS PER THE SEASON: ..........................................16

3.6 SATISFACTION OF THE CONSUMER WITH THE PRICE OF THE PICKLES PREVAILING IN THE
MARKET: ..............................................................................................................................................16

3.7 PACKAGING PREFERENCE BY THE CONSUMER: .............................................................................17

3.8 PREFERENCE OF THE CONSUMER TO THE MORE OIL AND CHILLIPOWDER CONTENT: .................18

3.9 WILLINGNESS TO CHANGE THE BRAND BY THE CONSUMER: .......................................................19

PART D: RETAILER SURVEY ANALYSIS ...................................................................................................21

4.0 INTRODUCTION: .............................................................................................................................21

4.1 THE FLAVOUR OF THE PICKLE THAT IS SOLD MOST IN A DAY: .......................................................21

4.2 QUANTITY OF THE PICKLE SOLD IN A MONTH BY THE RETAILERS: ................................................22

4.3 WILLINGNESS TO PURCHASE AND SELL A NEW BRAND OF PICKLE: ..............................................22

PART E: INSTITUTIONAL BUYER SURVEY ANALYSIS...............................................................................23

5.0 INTRODUCTION: .............................................................................................................................23

5.1 PURCHASING POINT: ......................................................................................................................23

5.2 WILLINGNESS TO CHANGE THE BRAND: ........................................................................................23

PART F: BUDGET PROPOSAL

FOR CONDUCTING MARKET SURVEY RESEARCH..................................................................................24

6.0 COST INCURRED FOR CONDUCTING DATA COLLECTION: ..................................................................

......25

6.1 COST INCURRED FOR CONDUCTING ANALYSIS: .............................................................................26

6.2 COST INCURRED FOR CONDUCTING COMPILATION AND REPORT MAKING: ................................26

PART G: MARKETING MIX.....................................................................................................................28

7.0 SEGMENTATION: ............................................................................................................................28

7.1 POSITIONING: ................................................................................................................................28

7.2 4 P’S OF MARKETING: ....................................................................................................................28

7.2.1 PRODUCT: ...................................................................................................................................28

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7.2.2 PLACE: .........................................................................................................................................29

7.2.3 PRICING: ......................................................................................................................................29

7.2.4 PROMOTION: ..............................................................................................................................29

7.3 MARKETING CHANNEL: ..................................................................................................................30

8.0 REPONSIBILITIES: ...........................................................................................................................31

ANNEXURES: .......................................................................................................................................32

PART H: QUESTIONNAIRE FOR THE HOUSEHOLD FOR PICKLE CONSUMPTION SURVEY .....................32

PART I: DATA ANALYSIS PLAN FOR HOUSE HOLDS: .............................................................................36

PART J: Questionnaire for the Retailer: ......................................................................................37

.....................................................................................39

PART L: QUESTIONNAIRE FOR THE INSTITUTIONAL BUYER: ................................................................40

PART M: DATA ANALYSIS PLAN FOR INSTITUTIONAL BUYER: .............................................................41

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PART A: INTRODUCTION
1.0 BACK GROUND

1.1 NATIONAL SCENARIO:

In India around 54 % of total population eats pickle which is popularly known as ACHAR in
Hindi. Sometimes this achar also acts as a supplementary curry in the food. Pickle plays a
major role in improving the taste of the food. In most of the lower class and middle class
families the usage of pickle is more common when compared to the higher class families.

At present, the percentage usage of pickle in the households of lower class and middle class
families is also showing declining trend when the major competitors entered into the
market with the supplementary products to the pickles such as chutneys, jams, ketchup etc..

1.2 ANDHRA PRADESH SCENARIO:

In Andhra Pradesh, pickles are popularly called as PACHADI in the state language and it is
called with different names like THOKKALU, OORAGAYA, and CHUTNEY etc..,. Pachadi
(pickles), fresh or preserved, made from all kinds of fruits and vegetables are a normal part
of a typical Andhra meal. Out of total processed food and vegetables exported, our country
exports Rs 293.59 crores of pickles and chutneys.

Andhra Pradesh occupies the top position in the race of the pickle consumption. Almost 80%
of the households of Andhra Pradesh are using different flavours of pickles. Out of the three
parts of Andhra Pradesh i.e., Rayalaseema, Coastal, Telangana region, coastal region
consumes more amounts of pickles, and then comes the Rayalaseema and Telangana
respectively. Since the consumption of pickles is high in the state the production firms are
also more in number leading to a competition.

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Andhra Pradesh is one of the promising states in the country in promoting the horticulture
sector. Andhra Pradesh always stands in top three positions every year in the fruit
production (except some geographical fruits). In this state the pickle is consumed by each
and every section of the society without relating the product to one region or religion or
caste or creed. When there is a hike in the prices of the vegetables then most of them prefer
pickles as a supplementary curry with rice.

Most of the women empowerment organisations are also organising the village women into
small groups called SHG’s and encouraging them to produce different flavours of pickles so
that it sustains the life of the poor.

The activities done in these SHG’s is giving training to the interested women in preparing
the pickles of good quality with optimum nutritional standards and proper packaging of the
prepared pickles. This activity not only sustains their life but also provides year round
income to them. Most of these women empowerment organisations concentrate more on
the weaker sections of the society uplifting them from the poverty web.

1.3 PURPOSE OF THE STUDY:

a. To check the consumption pattern of pickle among the consumers in the existing
market of Rajendranagar, Rangareddy district.
b. To introduce a new brand pickle in different flavours into the market.

1.4 OBJECTIVES:

1.4a MAJOR OBJECTIVES:

I. To carry out the market survey research to measure the outreach for our product in
a market.
II. To understand the consumer tastes and preferences, which will help in developing
our product?

1.4b MINOR OBJECTIVES:

I. To find out the consumption and buying behaviour of pickles amongst consumers.

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II. To find out the preferences of consumers for pickles among the various available
alternatives like jams, ketchup etc.
III. To find out the major share of the available retailers for pickles in the market.

1.5 LIMITATIONS OF THE STUDY:

 The respondents are approached by researchers at their convenience.
 The respondents included those who have consumed pickles irrespective of
frequency of usage.
 Respondents were biased at times.
 Time limitations were there.

1.6 SAMPLE SIZE DETERMINATION:

For the determination of sample size the three factors considered are age group and income
level and seasons. Given below is the a table indicating the sample size

Income Income
level level
10,001- 25,001-
2,000-10,000 >40,000
25,000 40,000
age
season
1-20 Jan-Mar
21-35 Apr-Jun
36-50 Jul-Sep
51-80 Oct-Dec

The total number of households in the Rajendranagar is 1000 (approx.). The average
number of family members in each and every household is 5-6 and therefore the total
population of this Rajendranagar is 6000.

The factors considered in the determination of the sample size are 3 viz., Income level, age
and seasonality and by the strata method we found the sample size as 6000/64, this gives
the sample size as 93.75 and making it into a round figure 100 individuals and in this market

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study we treated each individual as one household and therefore we made the sample size
as 100 households.

PART B: METHODOLOGY AND MARKET

FEASIBILITY SURVEY:
2.0 METHODOLOGY:
Research design is purely and simply the framework plans for the study that guides
collection and analysis of data. In this market study we are following the exploratory
research design.

2.1 SECONDARY RESEARCH:

Regrettably, in view of budget limitations, the team will not be able to purchase resources
such as the 2007-2012 Outlook for Pickle and Chutney Condiments in India and will only
restrict itself to free resources available such as the Social Science Research Network and
others.

2.2 PRIMARY RESEARCH:

This research is conducted in two phases. In the first phase the report is based on the results
of a wide survey, that is, personal interview with the aid of printed questionnaires.

2.2.1 MARKET FEASIBILITY SURVEY:

Market study was conducted in six streets of Rajendranagar viz..,. Manikyamma colony,
Venkateswara colony, NIRD staff quarters, staff quarters in ARI campus, Premavathi pet. The
study is focussed on the understanding of consumption pattern of different flavours of
pickles in the vicinity of Rajendranagar. The study was designed to include several stake
holders operating in pickle.

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Three major stake holders were identified viz..,. Households, retailers, institutional buyers.
All the above stake holders were investigated by administering structured questionnaires.
The following table gives us the list of all stake holders investigated.

2.2.1a Street wise marketing sampling plan:

House hold Retailer Institutional buyer

Street Total

Proposed Actual Propose Actual Propose actual

d d

MANIKYAMMA 20 17 2 2 0 0 19
COLONY

VENKATESWAR 20 17 0 0 0 0 17
A COLONY

NIRD STAFF 30 30 0 0 0 0 30
QUARTERS

ARI CAMPUS 10 04 4 3 6 3 10
STAFF QUARTERS
ROAD

PREMAVATHI 20 18 4 2 4 2 22
PET

TOTAL 100 86 10 7 10 5 98

2.3 MANDAL PROFILE- RAJENDRANAGAR:

Our market concentration is Rajendranagar which is 26 km away from Hyderabad.
Rajendranagar is the mandal headquarters and also the municipality which comes under the
Rangareddy district. A total of 14 village gram panchayaths come under Rajendranagar,
constituting a total population of 1, 43,184. In the town of Rajendranagar approximately
there are about 1000 households and the average family members is the 5-6 which makes
the total population of Rajendranagar town to approximately 6000.

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Rajendranagar town is the financial, economic, political and educational town of Andhra
Pradesh. Approximately 30% of the total population of Hyderabad are employed in the
formal sector and generally the urban population generally has a higher purchasing power.
The rising average income is leading to greater demand for high-value processed food.

We are in the process of introducing a new brand of pickle to Rajendranagar town which is
the hub of educational institutions and the households and also for the students living as
bachelors and therefore we have selected a small town with varied sectors living together in
a relatively small market.

2.4MAJOR BRANDS IN THE MARKET:

The major brands present the Rajendranagar market area is the PRIYA PICKLE, the
MOTHER’S PICKLE and also local brand with the name MANASA occupies the major
share in the market area.

Out of the total market share the pickle of PRIYA brand has a share of about 66% and
the other two brands viz..,. MOTHER’S PICKLE and THE MANASA PICKLE has a share of
8% each.

PRIYA PICKLE MOTHER’S PICKLE

2.5 MINOR BRANDS IN THE MARKET:

1. Surya pickle
2. Suguna pickle

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3. Mamtha pickle
4. Manasa pickle
5. Sunrise pickle

Apart from the mentioned 3 major brands the above mentioned 5 minor brands also exist in
the Rajendranagar market area. Among these 5 minor brands the SURYA PICKLE and THE
SUGUNA PICKLE occupies a major market share i.e, 7% and 6% respectively.

From the above share of major and minor brands we can say that the only that occupied the
double digit market share is PRIYA PICKLE with the market share of 66 % in the
Rajendranagar market area and the remaining brands have their market share in single
digits only.

DIFFERENT BRANDS THAT THE CONSUMER PREFERS

SURYA PICKLE MAMTHA PICKLE SUNRISE PICKLE

7% 1% 2%
SUGUNA PICKLE
6%
VELLANKI FOODS
1%
MANASA PICKLE
8%

MOTHER PICKLE
8%
PRIYA PICKLE
66%

(FIG-1 A PIE CHART REPRESENTING DIFFERENT BRANDS THAT THE CONSUMER

PREFERS)

From the above we can draw a conclusion that, if we want to introduce a pickle of new
brand we have to follow the quality parameters and the price and taste parameters on par

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with the PRIYA pickle brand, and also our major competitor for our product will be the
PRIYA pickle.

PART C: HOUSEHOLD SURVEY

ANALYSIS:
3.0 INTRODUCTION:
The market survey study is carried out for nearly 86 households out of the targeted 100
households. The study has done in the 5 different regions of the Rajendranagar viz..,. ARI
staff quarters, NIRD staff quarters, Manikyamma Colony, Venkateswara Colony and
Premavathi Pet.

3.1 GENDER OF THE RESPONDENT:

The gender responded to the questionnaire were both males and females but most of the
respondents were males as they are the persons who are literate in the family and also
involved in purchasing pickles in the market. The percentage of male respondents is 57 %
and that of the female respondent is 43 %.

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GENDER RESPONDENT

FEMALE
43%

MALE
57%

(FIG-2 A PIE CHART REPRESENTING THE GENDER RESPONDENT)

3.2 TYPE OF PICKLE THE CONSUMER CONSUMES:

The type of pickle the consumer consumes differs from the person to the person. It may be
ready made or homemade or both. The study shows that out of the total 86 house hold
surveys 53 households consume both readymade and homemade pickles, 17 households
consume only readymade pickles and 16 households consume only homemade pickles. By
taking the percentage of type of the pickle the consumer consumes 61.62% corresponds to
both readymade and homemade pickles, where as the percentage of the readymade pickle
that the consumer consumes comes to 19.76% and the percentage of the homemade pickle
that the consumer consumes comes to 18.60%.

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TYPE OF THE PICKLE THE CONSUMER CONSUMES

60
53

50

40
TYPE OF PICKLE THE CONSUMER
CONSUMES

30

20 17 16

10

0
BOTH READYMADE HOMEMADE

(FIG-3 A BAR GRAPH REPRESENTING THE TYPE OF PICKLE THE CONSUMER

CONSUMES)

The most preferred brand i.e. Priya pickle is unable to convert these 18% of the homemade
pickle consumption people either to the readymade pickles or to the both. So our main
target people may be this 18% of the population because if we are able to change their
preference from homemade to readymade pickle or both. It would be easy to step into this
highly competitive market if we are able to shift the choice of non-consumers of readymade
pickles into our brand.

3.3 THE FLAVOUR OF THE PICKLE WHICH THE COSUMER RANKED AS

No. 1:
The consumers ranked different varieties of flavours of the pickles as no. 1. Most of the
consumer ranked mango flavour as no. 1 which is followed by tomato, lemon and hibiscus.
73.25% of the people prefer mango pickle and the flavour tomato is preferred by 22.09%.

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THE FLAVOUR OF THE PICKLE WHICH IS RANKED AS NO. 1 BY THE CONSUMER

80

70

60

50

40
63
30

20
19
10
3 1 1 3 1 1
0
LEMON MANGO TOMATO EGG PICKLE GINGER HIBISCUS MIXED VEG. GOOSEBERRY

(FIG-4 A BAR GRAPH REPRESENTING THE FLAVOUR OF THE PICKLE THAT IS RANKED AS
No.1 BY THE CONSUMER)

This statistics shows the consumer’s preference to the flavour of the pickle. The mango
flavour is the most preferred flavour. Also from the survey it was found out that the even
the brands holding smaller market share mostly market mango flavoured pickle. So our
major area of concentration would be mango pickle which holds the market in preference
along with tomato and lemon for the time being. Once the brand is established other
flavours will be launched into the market.

3.4 FREQUENCY OF PURCHASING PICKLES BY THE CONSUMERS:

The study shows that nearly 25% of the population purchases pickle once a month and also
the study shows that there is a year round consumption of the pickle in this Rajendranagar
region. That is the reason a lot of minor companies are entering into the market. As the
consumers prefer buying the pickles once a month our strategy would be to launch pickles
in smaller packaging so as to make it easier for use.

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FREQUENCY OF PURCHASING OF PICKLES

NOT RESPONDED ONCE IN A WEEK
5% 10%

ONCE IN A YEAR
16%
ONCE IN TWO WEEKS
16%

ONCE IN SIX MONTHS

13% ONCE IN THREE WEEKS
7%
ONCE IN FOUR WEEKS
25%
ONCE IN TWO MONTHS
8%

(FIG-5 A PIE CHART REPRESENTING THE FREQUENCY OF PURCHASING OF PICKLES)

3.5 CHANGE OF THE FLAVOUR BY THE CONSUMER AS PER THE

SEASON:
The study shows that 63.95% of the people are not inclined towards changing the flavour of
the pickle as per the season and the remaining 36.04% of the people change the flavour of

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the pickle according to the season.

CHANGE OF THE FLAVOUR AS PER THE SEASON

60 55

50

40
31 YES
NO
30

20

10

0
CHANGE OF THE FLAVOUR BY THE CONSUMER AS PER THE SEASON

(FIG-6 A BAR GRAPH REPRESENTING THE CHANGE OF FLAVOUR AS PER THE SEASON BY THE
CONSUMER)

3.6 SATISFACTION OF THE CONSUMER WITH THE PRICE OF THE

PICKLES PREVAILING IN THE MARKET:
As the study covered people across all income levels, the study shows different kinds of
opinions with the price that is prevailing in the market. While surveying, it was observed
that the households having a monthly income of Rs. 20,000 /- and above are satisfied with
the amount they are paying to purchase the pickle. Nearly 51% of the people are satisfied
with the price present in the market for the pickles and 34% of the people are not satisfied
with the price that is present in the market. And the remaining 15% of the people replied
that they are unable to decide whether the price that is prevailing in the market is
affordable to them or not. This statistics shows us that the price for our product should be in
and around the price that is prevailing in the market maintaining the quality standards.

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SATISFACTION WITH THE PRICE

NOT POSSIBLE
15%

YES
51%

NO
34%

(FIG-7 A PIE CHART REPRESENTING THE SATISFACTION OF THE CONSUMER WITH THE
PRICE)

3.7 PACKAGING PREFERENCE BY THE CONSUMER:

By posing this question to the consumer we obtained a peculiar reply from most of the
consumers that they prefer bottle over sachets as the pickles sold in the sachets give plastic
smell while eating. Also it was found that the pickle within the sachets have more amount of
oil content when compared with the pickles present in the bottles and that after the
consumption of the entire pickle, bottle can be used for household purpose i.e., for storing.
The survey shows that 74% of the people prefer to buy pickles in the bottles and the
remaining 26% in the sachets.

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PACKAGE PREFERENCE

SACHETS
26%

BOTTLES
74%

(FIG-8 A PIE CHART REPRESENTING THE PACKAGE PREFERENCE BY THE CONSUMER)

3.8 PREFERENCE OF THE CONSUMER TO THE MORE OIL AND

CHILLIPOWDER CONTENT:
The study showed that most of the consumers preferred more oil and chilli powder content
in the pickle as that adds more amount taste as well as shelf life to the pickle. The survey
showed that 59.30% of the people are willing to have the pickle with more amount of oil
and chilli powder content and the remaining 40.69% of the people are willing to have the
pickle with less amount of oil and chilli powder. As there isn’t much difference in both the
options, our strategy would be to introduce pickles both with more oil content and less oil
content.

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PREFERENCE OF THE CONSUMER TO MORE OIL AND CHILLI

POWDER CONTENT
60

51
50

40 YES
35 NO

30

20

10

(FIG-9 A BAR GRAPH REPRESENTING THE CONSUMER PREFERENCE TO MORE OIL AND CHILLI
POWDER CONTENT)

3.9 WILLINGNESS TO CHANGE THE BRAND BY THE CONSUMER:

In the questionnaire, this is the last question put forth to the household consumer. The
study shows that majority of the people showed their willingness to change the brand if any
new brand enters into the market and reasons for the same. Few of the additional attributes
like quality parameters that consumers wanted to see in the new brand could also be
figured out through the process of interview. The survey shows that nearly 68.60% of the
households are willing to change their brand if any new brand with good quality parameters
enters into the market and the remaining 21.40% of the households showed their
reluctance to change their brand.

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WILLING NESS TO CHANGE THE BRAND

70

60 59

50

YES
40 NO

30 27

20

10

(FIG-10 A BAR GRAPH REPRESENTING THE WILLINGNESS OF THE CONSUMER TO CHANGE THE
BRAND)

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PART D: RETAILER SURVEY ANALYSIS:

4.0 INTRODUCTION:
The market survey study is carried out for nearly 7 retailer shops out of the targeted 10
households. The study has been done in 3 different regions of Rajendranagar viz..,. ARI staff
quarters, Manikyamma Colony and Premavathi Pet.

4.1 THE FLAVOUR OF THE PICKLE THAT IS SOLD MOST IN A DAY:

The flavour of the pickle that is sold most in a day is the mango and the tomato. We used
this information to measure the authenticity of the information collected in the household
survey. The mango flavour occupies a major share in the flavour of the pickles with 44% and
the tomato flavour occupies a second major share of 19% and it is followed by lemon,
gooseberry and hibiscus.

THE FLAVOUR OF THE PICKLE THAT IS SOLD MOST IN A DAY

MIXED VEG.
6%
GOOSEBERRY
6%
DRY CHILLI
6%

MANGO
44%

TOMATO
19%

LEMON
HIBISCUS 13%
6%

(FIG-11 A PIE CHART REPRESENTING THE FLAVOUR OF THE PICKLE WHICH IS SOLD MOST BY THE
RETAILER)

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4.2 QUANTITY OF THE PICKLE SOLD IN A MONTH BY THE RETAILERS:

The survey is conducted on 7 retailers and among them the highest quantity that is sold
most in the market is 10kg and most of the retailers replied that the quantity sold in a
month varies month to month. This gives us the indirect information about the quantity of
pickle consumed by the people present in the Rajendranagar area and also to which retailer
our distributor has to concentrate.

QUANTITY SOLD IN A MONTH

GOUSE,G.S. GENERAL AND STATIONARY
4%

G. NAGAVENI, SRI SAI SWAGRUHA

SWATHI GENERAL STORES, 19%
30%

VIJAY KUMAR, PATIYARA MINI BAZAR

3%

BANSHI LAL DEWASI, SRI KIRANA GENERAL STORES,

15%
CHOWDARY, CHOWDARY GENERAL
14%

RAMANANDA SWAMY, SRI RAMAKRISHNA GENERAL STORES

15%

(FIG-12 A PIE CHART REPRESENTING THE QUANTITY OF THE PICKLE BY EACH RETAILER ON
MONTHLY BASIS)

4.3 WILLINGNESS TO PURCHASE AND SELL A NEW BRAND OF PICKLE:

The study shows that nearly 71.42% of the retailers showed their willingness to purchase
and sell a new brand of pickle from their retailer shop if the pickle of new brand offers good
taste and reasonable price to the consumers, and the remaining 28.50% showed their
reluctance to purchase and sell a new brand as priya pickle occupies most of the market
share and that is the reason even though a new brand of pickle enters into the market the
consumers show reluctance to change their preference to the new brand until and unless
the new brand has less price and good taste.

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PART E: INSTITUTIONAL BUYER

SURVEY ANALYSIS:
5.0 INTRODUCTION:
The market survey is also conducted for the institutional buyers. The targeted institutional
buyers are a total of 10 but we are able to target only 5 institutional buyers as there are only
5 institutional buyers to the confined area i.e., Rajendranagar (this is to the best of our
knowledge and the information obtained from the other institutional buyers. The survey is
conducted in two places of Rajendranagar i.e., opposite to ARI campus and Premavathipet.

5.1 PURCHASING POINT:

The purchasing point for all the institutional buyers is from the distributors who comes at
frequent intervals and the institutional buyers purchase huge amounts of pickle of different
flavours . Most of the institutional buyers ranked the pickle of mango flavour as no. 1 and
the other flavours occupied their ranks as in the case of households and retailers.

5.2 WILLINGNESS TO CHANGE THE BRAND:

Out of the total institutional buyers 80% of them expressed their willingness to purchase a
new if a new brand enters into the market of Rajendranagar and the remaining 20% of them
showed their reluctance to change their brand.

WILLINGNESS TO CHANGE THE BRAND

NO
20%

YES
80%

(FIG-13 A PIE CHART REPRESENTING WILLINGNESS TO CHANGE THE BRAND BY THE INSTITUTIONAL
BUYER)

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PART F: COSTS INCURRED FOR

CONDUCTING MARKET SURVEY
RESEARCH:
6.0 COST INCURRED FOR CONDUCTING DATA COLLECTION:

Budget head Unit Unit cost (Rs) No. of unit Total amount
Stationary --- --- --- 400
Salary for
Rs/person 250/day 2 1, 500*
surveyors
Transport
Rs/to and fro 50/day 2 300*
allowance
Food Rs/person 80/day 2 480*
Miscellaneous --- --- --- 300
Communication
--- --- --- 250
charges
Opportunity cost
Rs/person 200/day 2 1, 200*
of the surveyors

Total 4, 430

NOTE: Number of surveyors are 2. They surveyed 30 sample units per day for
covering98 surveys which included 86households, 7retailers and 5
institutional buyers. This survey is carried for 3 days.

*Total amount for salary of surveyors, for transport allowance and for food is obtained by
using the formula = unit cost*no. of units*no. of days surveyed.

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6.1 COST INCURRED FOR CONDUCTING ANALYSIS:

Budget head Unit Unit cost (Rs) No. of unit Total amount
Stationary --- --- --- 600

Salary for analyst Rs/person 250/day 2 1, 500*

Food Rs/person 80/day 2 480*

Miscellaneous --- --- --- 300
Communication
--- --- --- 300
charges
Opportunity cost
Rs/person 200/day 2 1, 200*
of the surveyors

Total 4, 380

NOTE: The analysis is done for 2 days by 2 resource persons.

*Total amount for salary of surveyors, for transport allowance and for food is obtained by
using the formula = unit cost*no. of units*no. of days surveyed.

6.2 COST INCURRED FOR CONDUCTING COMPILATION AND REPORT

MAKING:

Budget head Unit Unit cost (Rs) No. of unit Total amount
Stationary --- --- --- 200
Salary for
Rs/person 500/day 1 500*
compiler
Food Rs/person 80/day 1 80*
Miscellaneous --- --- --- 300
Communication
--- --- --- 150
charges
Opportunity cost
Rs/person 400/day 1 400*
of the surveyors

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Total 1, 630

NOTE: The compilation and report making is done for one day by one resource
person.

*Total amount for salary of surveyors, for transport allowance and for food is obtained by
using the formula = unit cost*no. of units*no. of days surveyed.

PART G: MARKETING MIX:

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7.0 SEGMENTATION:
Major segment group involved in the market will be:

1. Household: This segment of consumers is interested in a product with reliable

quality, taste and affordable price.
2. Retailers and Institutional consumer: This segment of consumer is willing to have a
product with satisfactory quality and comparatively lower price.

7.1 POSITIONING:
The product will be positioned in the market for various consumers differently. The
institutional consumer would be provided with well packed 1000 gm, 2000 gm and 5000 gm
bottles and tins. For the household consumer there will be various choices of volumes that
the consumer prefers.

7.2 4 P’S OF MARKETING:

7.2.1 PRODUCT:

BRAND NAME: “MADHURYAM”-known for taste

In each and every household of ANDHRAPRADESH, pickles can be found, either branded or
the homemade. These pickles add value to the food we eat. As our target market area
comprise of college students, households etc., the pickles are preferred with the food. The
USP of our product will be mother’s taste (taste like home-made) along with good quality
standards.

The pickles are usually packaged in the sachets or glass bottles. When packaging is done in
sachet, the sachet will have a transparent portion so that the buyers while purchasing our
product can observe the quality of that product and also the amount of oil content.
Moreover, the packaging of the pickle of different flavours will be done in an attractive
manner.

The customer who purchases the pickle is buying not just a pickle but also satisfaction. The
pickle should be value for money. The aim is to ensure that our potential customers

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purchase our pickle. To ensure this, branding of the product will be done added with
features and benefits that offer a differential advantage from the competitors.

7.2.2 PLACE:
The pickles of different flavours fully packaged will be given to the distributors who will be
chosen by us based on the years of experience and reputation in the market. Moreover, the
distributors will be supplied products on the daily basis and payment has to be made in a
weeks’ time. These distributors in turn sell the produce to the retail stores. It is important to
use the channel of distributors to make our product available in each and every retail shop.

7.2.3 PRICING:
The pricing strategy will start from the base price of Rs 5(50gm). This will encourage the
students and also the small households to try the new brand of pickle. Also this gives us a
competitive edge to compete with the branded competitors available. The range of prices
will be Rs 12(100gm), Rs 21(200gm), Rs 27(250gm), Rs 55 (500gm), and Rs 95 (1000gm).

7.2.4 PROMOTION:
Our major promotion strategy will be centred on the benefits of eating our branded pickle
when compared to the others. We will do the door to door distribution of pamphlets about
our branded pickle and in that pamphlets we mention about the features and quality
parameters maintained while preparing. Also there will be a feedback system at each shop
and also through online mode where consumers can put up their grievances and any
modifications if required. As it is being launched in a small area just on the pilot basis, local
city channel will be used as a mode of publicity. Also we believe in word in mouth publicity
where your product will speak for itself. Also radio will be a very helpful mode as many
housewives and students will tune in to listen. We stick on the pamphlets on the rear side of
the auto-rickshaw and also on the door’s of the mess etc...,. We also hang over the banners
made up of cloth on the top side of the road.

7.3 MARKETING CHANNEL:

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PICKLE PROCESSING UNIT

OUR DISTRIBUTOR

RETAIL SHOPS INSTITUTIONAL BUYER

8.0 REPONSIBILITIES
WHAT THE GROUP MEMBERS HAS DONE?

 All the five members of the group will be involved in the work
 Data collection work is assigned To Sivakumar And Shipra Jain.
 Data analysis work is assigned to Abhishek and Neelmani Kumar.
 Preparation of Final report will be doing by all the group members viz..,. Alipate sir.

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ANNEXURES

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PART H: QUESTIONNAIRE FOR THE HOUSEHOLD FOR PICKLE

CONSUMPTION SURVEY
Household no.:

GENERAL ASPECTS: Date:

1. NAME OF THE RESPONDENT: 3. AGE:

2. ADDRESS: ..................................................., 4. OCCUPATION:

................................................................,

...............................................................

PHN No.: ......................................

5. TOTAL No. OF FAMILY MEMBERS: .....................................

AGE GROUP No. OF MEMBERS

CHILDREN(1-20)

ADULT AGE GROUP(20-35)

MIDDLE AGED GROUP(35-50)

OLD AGED GROUP(50-80)

PICKLE ASPECTS:

6. DO YOU CONSUME PICKLES?

a. Yes b. No

7. WHICH TYPE OF PICKLE YOU PREFER?

a. Readymade b. Home-made

8. WITH WHICH FOOD OF THE ITEM YOU WOULD LIKE TO HAVE THE PICKLE?

a. Upma b. Chapatti c. Rice d. Bread e. Others

9. HOW OFTEN YOU PREFER THE PICKLE? (Tick the appropriate choice)

S. No. FLAVOUR OF THE PICKLE HABITUATED FREQUENT RARELY NEVER

1. TOMATO

2. MANGO

3. DRY MIRCH

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4. HIBISCUS

5. GINGER

6. LEMON

7. GARLIC

8. MIXED VEG.

9. DRUMSTICK

10. RADDISH

11. CARROT

12. JACK FRUIT

13. CORIANDER

14. CAPSICUM

15. AMLA(GOOSE
BERRY)

10. PREFERENCE FOR THE VARIOUS FLAVOURS OF PICKLES

IN YOUR HOUSEHOLD (RANK IT):

RANK
[Link]. FLAVOUR OF PICKLE 1 2 3 4 5 6 7 8 9 10 11 12 13 15

1. TOMATO

2. MANGO
3. DRY MIRCH

4. HIBISCUS

5. GINGER

6. LEMON
7. GARLIC

8. MIXED VEG.

9. DRUMSTICK
10. RADDISH

11. CARROT

12. JACK FRUIT

13. CORIANDER
14. CAPSICUM

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15. AMLA(GOOSE
BERRY)

11. HOW FREQUENTLY YOU PURCHARSE THE PICKLE?

a. weekly b. Biweekly c. once in three weeks d. Once in four weeks

e. once in 2 months f. Once in 6 months g. Once in a year

12. WHERE DO YOU PURCHASE THE PICKLE? And how far is the place from here?

Ans...........................................................................................................................................................................

13. WHAT DO YOU OBSERVE WHILE PURCHASING THE PICKLE?

a. Price b. Packaging c. Brand d. Certification e. Oil content

14. IN HOW MUCH QUANTITY YOU PURCHASE THE PICKLE?

a. 100gm b. 200gm c. 250gm d. 500gm

15. WHAT IS THE PRICE YOU CAN AFFORD FOR PURCHASING 100gm PICKLE OF ANY FLAVOUR?

Ans...........................................................................................................................................................................

16. WHETHER THE PRICE THAT YOU PAY FOR PURCHASING OF ANY VOLUME OF PICKLE IS WORTH FOR YOU?

Ans...........................................................................................................................................................................

17. WHETHER YOU PREFER THE PICKLES IN SACHETS OR BOTTLES?

a. sachets b. bottles

18. WHETHER YOU CHANGE THE FLAVOUR OF YOUR PREFERENCE FOR THE PICKLE AS PER THE SEASON?

a. yes b. No

19. IF YES, WHAT ARE THE FLAVOURS YOU PREFER IN DIFFERENT SEASONS?

Ans: ..................................................................................................................................................

20. WHETHER YOU PREFER PICKLE WITH EXCESS AMOUNT OF OIL?

a. yes b. No

21. WHETHER YOU PREFER PICKLE WITH EXCESS AMOUNT OF CHILLI POWDER?

a. yes b. No

22. WHETHER YOU PREFER SACHETS OR THE SEALED BOTTLES? GIVE REASONS?

a. sachets b. bottles

..................................................................................................................................................................................
..................................................................................................................................................................................

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23. THE BRAND YOU PREFER IN PICKLE?

a. PRIYA PICKLE b. MOTHER PICKLE c. AMRUTHA d. OTHERS (PLEASE SPECIFY)

24. WHY YOU PREFER THE PICKLE OF THAT BRAND ONLY?

Ans: .....................................................................................................................................................

25. ARE YOU SATISFIED WITH THE PRICE FOR THE BRAND THAT YOU PREFER?

a. Yes b. No

26. DO YOU CHECK VARIOUS QUALITY CHECKS (like PFA, ISO, ISI, AGMARK etc...,) BEFORE BUYING PICKLES
FROM THE MARKET?

a. Always b. Sometimes c. Never

27. DO YOU LOOKK FOR MANUFACTURING AND EXPIRY DATE BEFORE BUYING THE PRODUCT?

a. Always b. Sometimes c. Never

28. IF A NEW BRAND PICKLE WITH ALL FLAVOURS ENTERS INTO THE MARKET, YOU PREFER IT?

a. YES b. NO

29. IF YES, WHAT ARE THE ATTRIBUTES YOU WANT IN THE PICKLE? IF NO, WHY?

Ans: ______________________________________________________________________________________

30. FROM WHERE DID YOU GET THE INFORMATION REGARDING PICKLE/ WHO INFLUNCES YOUR PURCHASE
DECISION?

a. T.V. b. NEWSPAPER c. CINEMA d. RADIO [Link]

f. ADVERTISEMENTS ON BUS g. PAMPHLETS h. WALL PAINTING i. WORD OF MOUTH

j. AGENTS k. SALES MAN l. ANY OTHER (PLEASE SPECIFY)

ECONOMIC ASPESTS:

31. MONTHLY INCOME OF THE FAMILY: Rs ........................./-

32. TOTAL AMOUNT OF MONTHLY INCOME

SPENT ON THE CONSUMPTION OF FOOD: Rs .........................../-

33. TOTAL AMOUNT SPEND ON PICKLES FROM

THE TOTAL AMOUNT SPEND ON CONSUM

-PTION OF FOOD : Rs .........................../-

THANKING YOU SIR

SIGNATURE OF THE RESPONDENT:

TIME AND DATE:

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PART I: DATA ANALYSIS PLAN FOR HOUSE HOLDS:

 To know how many types of pickle a consumer eat
 To know the frequency of consumption of pickles
 To know the rank of mother’s pickle
 To know the rank of priya pickle
 To know the rank of amrutha pickle
 To know the post consumption satisfaction
 To know the quantity of pickles consumed
 To know if consumer looks for quality checks certifications
 To know the food items with which the pickles are consumed
 To know the order of preference of various factors while buying pickles like
packaging, price, brand, certification, oil content.
 To know about the different attributes they want in new branded pickle
 Satisfaction of price with quality
 To know about the pickle purchasing point for the consumers
 To know the preference of consumers for packaging
 Satisfaction from flavours of pickle
 To know about the information sources to the household about the different types
of pickles
 respondent’s perception about pickles
 income group of respondents
 gender of respondent
 age of respondent

PART J: Questionnaire for the Retailer:

Retailer no.:

Date:

1. NAME OF THE RESPONDENT: 3. AGE:

2. ADDRESS: ...................................................,

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................................................................,

...............................................................

PHN No.: ......................................

4. FOR HOW MANY YEARS YOU ARE IN THIS PICKLE BUSINESS?

Ans: ...........................................................

5. WHAT ARE THE DIFFERENT TYPES OF PICKLES YOU SOLD?

a. TOMATO b. DRY CHILLI [Link] [Link] [Link]

[Link] [Link] h. MIXED VEG. i. DRUMSTICK j. RADDISH

k. CARROT [Link] [Link] [Link] o. JACKFRUIT

6. WHAT IS THE PICKLE YOU SELL MOST IN ONE DAY? , RANK IT

a. TOMATO b. DRY CHILLIES [Link] [Link] [Link]

[Link] [Link] h. MIXED VEG. i. DRUMSTICK j. RADDISH

k. CARROT [Link] [Link] [Link] o. JACKFRUIT

7. WHY THAT 1ST RANKED PICKLE IS SOLD IN MORE QUANTITY PER DAY?

Ans: ........................................................................................................................................................................
..................................................................................................................................................................................
...........................................................................................................................................

8. IN HOW MANY DAYS YOU SELL 1 Kg PICKLE? AND GIVE REASONS FOR IT

Ans: ..........................................................................................................................................................................
..................................................................................................................................................................................
..........................................................................................................................................

9. WHAT ARE THE BRANDS OF PICKLES YOU PURCHASE FROM THE DISTRIBUTOR?

a. PRIYA PICKLE b. MOTHER PICKLE c. AMRUTHA

d. OTHERS (PLEASE SPECIFY)

10. WHETHER THE DISTRIBUTOR COMES TO YOU?

a. yes b. no

11. DO YOU THINK THE PRICE THAT IS FIXED IS AFFORDABLE TO THE CONSUMER? GIVE REASONS?

a. yes b. No

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.......................................................................................................................................................................
..................................................................................................................................................................................
......

11. WHAT ARE THE QUALITY PARAMETERS THAT YOU PREFER WHILE PURCHASING THE PICKLE?
Ans: a. ................................................................................................................................

b. ...............................................................................................................................

c. ................................................................................................................................

12. DO YOU SELL BOTH THE READYMADE AND ALSO THE HOME-MADE PICKLE?

a. YES b. NO

13. WHAT IS THE DIFFERENT RANGE OF SACHETS/BOTTLES YOU PREFER TO PURCHASE?

a . 100gm b. 200gm c. 250gm d. 500gm

14. IF A NEW BRAND PICKLE WITH ALL FLAVOURS ENTERS INTO THE MARKET, YOU PREFER IT?

a. YES b. NO

15. IF YES, WHAT ARE THE ATTRIBUTES YOU WANT IN THE PICKLE? IF NO, WHY?

Ans:
______________________________________________________________________________________

16. FROM WHERE DID YOU GET THE INFORMATION REGARDING PICKLE/ WHO INFLUNCES YOUR PURCHASE
DECISION?

a. T.V. b. NEWSPAPER c. CINEMA d. RADIO [Link]

f. ADVERTISEMENTS ON BUS g. PAMPHLETS h. WALL PAINTING i. WORD OF MOUTH

j. AGENTS k. SALES MAN l. ANY OTHER (PLEASE SPECIFY)

THANKING YOU SIR

SIGNATURE OF THE RESPONDENT:

TIME:

PART K: DATA ANALYSISPLAN FOR RETAILER:

 To know for how long he is in the pickle business
 To know about the different types of flavour of pickles he sells to the consumers
 To know the pickle that is sold very much in a day
 To know the reasons why that particular pickle is sold very much in a day
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 To know the different brands he prefers to sell to the consumers

 To know whether the distributor comes to his shop or not
 To know about the price that is fixed by the brand is affordable to the consumer or
not
 What are the quality parameters that he observes while purchasing the pickles from
the distributor
 To know about the products sold i.e.., readymade or the home made pickle
 To know about the different attributes they want in new branded pickle
 To know about the information sources to him about the different types of pickles

PART L: QUESTIONNAIRE FOR THE INSTITUTIONAL BUYER

serial no. : _ _ _

date: _ _ _ _ _ _ _

1. NAME OF THE RESPONDENT: _ _ _ _ _ _ _ _ __ _ _ _ _ _ _ 3. OCCUPATION:

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2. ADDRESS: _ _ _ _ _ _ _ _ _ _ __ _ _ _ _ _ _ 4. AGE:
_______________________
_______________________
___ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

5. DO YOU USE PICKLES IN YOUR INSTITUTION?

a. yes b. No

6. IF YES, WHAT ARE THE FLAVOURS YOU USE IN YOUR INSTITUTION?

a. TOMATO b. DRY CHILLI [Link] [Link] [Link]

[Link] [Link] h. MIXED VEG. i. DRUMSTICK j. RADDISH

k. CARROT [Link] [Link] [Link] o. JACKFRUIT

p. OTHERS, SPECIFY _ _ _ _ _ _ _ _ _ _ _

7. WHAT IS YOUR PICKLE PURCHASING POINT?

a. RETAILER SHOP b. DISTRIBUTOR

8. HOW FAR IS THE PLACE OF THE RETAILER SHOP OR THE DISTRIBUTOR SHOP?

Ans: _______________________ _______________________________________________________

9. WHAT IS THE FLAVOUR OF THE PICKLE YOUR CONSUMERS PREFER MOST? RANK IT

RANK
[Link]. FLAVOUR OF PICKLE 1 2 3 4 5 6 7 8 9 10 11 12 13 15

1. TOMATO

2. MANGO
3. DRY MIRCH

4. HIBISCUS

5. GINGER

6. LEMON
7. GARLIC

8. MIXED VEG.

9. DRUMSTICK
10. RADDISH

11. CARROT

12. JACK FRUIT

13. CORIANDER

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14. CAPSICUM

15. AMLA(GOOSE
BERRY)

10. WHAT ARE THE REASONS FOR RANKING THAT PICKLE AS No. 1 , IS THERE ANY REASONS?

Ans:
______________________________________________________________________________________
______________________________________________________________________________________
______________________________________________________________________________________

11. WHAT IS THE TOTAL QUANTITY OF PICKLES YOU PURCHASE FOR ONE MONTH?

Ans: ____________________________________________________________

12. DO YOU PURCHASE HOME MADE PICKLES?

a. YES b. NO

13. IF YES, HOW MUCH QUANTITY YOU PURCHASE AS HOME MADE PICKLES?

Ans: ____________________________________________________________

14. WHICH BRAND YOU PREFER?

a. PRIYA b. MOTHER c. AMRUTHA d. OTHERS (PLEASE SPECIFY)

15. WHY YPU PREFER THAT BRAND, GIVE REASONS?

Ans: __________________________________________________________________________________

16. WHETHER YOU PREFER THE BOTTLES OR THE TINS? WHY?

Ans: __________________________________________________________________________________

17. WHETHER THE PRICE FOR YOU IS WORTH FUL TO YOU? GIVE REASONS

Ans: __________________________________________________________________________________

18. IF A NEW BRAND PICKLE WITH ALL FLAVOURS ENTERS INTO THE MARKET, YOU PREFER IT?

a. YES b. NO

19. IF YES, WHAT ARE THE ATTRIBUTES YOU WANT IN THE PICKLE? IF NO, WHY?

Ans: ______________________________________________________________________________________

20. FROM WHERE DID YOU GET THE INFORMATION REGARDING PICKLE/ WHO INFLUNCES YOUR PURCHASE
DECISION?

a. T.V. b. NEWSPAPER c. CINEMA d. RADIO [Link]

f. ADVERTISEMENTS ON BUS g. PAMPHLETS h. WALL PAINTING i. WORD OF MOUTH

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j. AGENTS k. SALES MAN l. ANY OTHER (PLEASE SPECIFY)

PART M: DATA ANALYSIS PLAN FOR INSTITUTIONAL BUYER:

 To know about the different flavours of pickles used in the institution
 To know the purchasing point for the institutional buyer
 To know about the preference of the consumers for different flavours of pickle.
 To know the reasons why the consumers prefer that pickle most
 To know whether he prefers the home made pickle or the readymade pickles
 To know the proportion of homemade pickles and the readymade pickles
 To know the brand of the pickle he prefers
 To know about the different attributes they want in new branded pickle
 To know about the information sources to him about the different types of pickle

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