Sample Report
A STUDY ON BRAND POSITIONING OF INDIAGATE BASMATI
RICE IN DELHI
PROJECT REPORT
Submitted by
Name:
( Enrollment No - _______________________ )
Under the Guidance of
Arvina Gupta
POST GRADUATE DEPARTEMENT OF MANAGEMENT SCIENCE AND RESEARCH
In partial fulfillment of the requirements for the award of the Degree of
MASTER OF BUSINESS ADMINISTRATION
OF
ABC UNIVERSITY
2019-2021
CONTENT
CHAPTER NO CONTENT PAGE NO
I INTRODUCTION AND DESIGN OF THE STUDY
1.1 INTRODUCTION OF THE STUDY 1
1.2OBJCTIVES OF THE STUDY 3
1.3 STATEMENT OF THE PROBLEM 3
1.4 LIMITATION OF THE STUDY 3
1.5 RESEARCH METHODOLOGY 4
II REVIEW OF LITTERATURE
2.1 REVIEW OF LITTERATURE 6
III CONCEPTUAL FRAME WORK
3.1 INDUSTRY PROFILE
10
3.2 COMPANY PROFILE 13
3.3 BRAND POSITIONING 19
IV ANALYSIS AND INTERPRETATION 23
V FINDINGS,SUGGESTION AND CONCLUSION
5.1 FINDINGS 67
5.2 SUGGESTION 68
5.3 CONCLUSION 69
BIBLIOGRAPHY
APPENDIX
1INTRODUCTION OF THE STUDY
We have many rice brand names in India. To make a particular place within the market, a
distinct segment market has to be carefully chosen and a differential advantage must be
created in their mind. Brand positioning may be a medium through which a corporation can
portray to its customers what it wants to realize for them and what it wants to mean to them.
Brand positioning forms customer’s views and opinions.
Brand positioning is often defined as an activity of making a brand offer in such a fashion that it
occupies a particular place and value within the target customer’s mind. Brand positioning
involves identifying and determining points of similarity and differences to determine the
proper brand identity and to make a correct brand image. Brand positioning is the key to
selling strategy. a robust brand positioning directs marketing strategy by explaining the brand
details, the individuality of the brand name and its similarity with the competitive
brands, also because the reasons for purchasing and using that specific brand. Positioning is
the base for developing and increasing the specified knowledge and perceptions of the
purchasers. it's the only feature that sets your service aside from your competitors.
OBJECTIVES OF THE STUDY
To identify customer perception towards the brand and expectation of the brand.
To understand the levels of consumer satisfaction towards the brand India Gate Basmati
rice.
To understand the opinion of the customers and to what level the customers are loyal
towards the India Gate Basmati Rice brand
STATEMENT OF THE PROBLEM
Brand Positioning lets us skills well a firm is doing business in this competitive market
compared to the competitors. during this ever-evolving and fast-paced lifestyle, there has been a
transparent demand for fast Food, as a result; we will understand that the current market is being
infested by Instant Rice products too, which are a boon, particularly to working-class
women. The large players of this industry hence, to take care of the market share have introduced
seemingly the same products. So we'd like to know how India Gate Basmati Rice fares in its
market position. The brand position indicates how well a firm is doing within the marketplace
compared to its competitors. during this fast-paced era, there has been an excellent demand for
fast products as a result; we will see that the present market is being flooded by instant rice
products which are a boon, especially to working women. Many leading brands of rice hence; to
sustain the market the corporation must have a good hold over the market. during this scenario of
tight competition, a study was conducted to understand the brand position
LIMITATIONS OF THE STUDY
Errors are possible
There is no guarantee that the respondents give full and correct information
The answers were dependent on the attitude, opinion and sharing mentality of the
respondents
The survey was limited only a geographical area of Delhi district
RESEARCH DESIGN
This study will be used to describe the characteristics of the population and remove the
frequencies with which things occur between various variables. It helps to measure the market
size, market structure, behavior and attitudes of consumers in the marketplace Lead Collection:
The raw leads collected from the market is known as data. The researcher has to confirm whether
to go for primary data or depend totally on secondary data. Primary data: Those data, that are
collected for the first time, and are original in character are known as primary data. It gives
higher accuracy and facts, which is very helpful for any research and its findings. The study
includes the method of descriptive research. Descriptive research is concerned with measuring
and estimating the frequencies with which things occur or the degree of correlation or association
between various variables. It helps to measure the market size, market structure and the behavior
and attitudes of consumers in the marketplace.
Source of Primary Data: - Interview
Source of Secondary Data: - Data collected by third-party organizations who are engaged in a
surveying, problem analysis, and report generation are called secondary data. In most of the
inquiries relating to current problems, it is recommended to use primary data than secondary
data as primary data is always reliable.
Explanation of the Method: Sampling may be defined as the process of obtaining information
about an entire population by examining pieces of it randomly.
DATA COLLECTION
The data from the raw details that is collected from the field is known as data.
The researcher has to finalize whether to go for primary data or depend totally on
secondary data. The study has to go for both primary and secondary.
SAMPLING TECHNIQUE
“Sampling can be defined as the process of selecting a representative portion of the
population under study for analysis”
Sampling may be defined as the process of obtaining information about an entire
population by examining only a part of it. In any investigation if data are collected only from
representative’s part of the universe we say that data are collected by sampling. The
representative part is called a sample.
The sampling method is convenience sampling and the sample size of the study is XXXX.
TOOLS FOR ANALYSIS
The collected data used for analysis in the method of percentage analysis.
PERCENTAGE ANALYSIS=( no of respondent/total no of respondent)*100
ANALYSIS AND INTERPRETATION
AGE GROUP OF THE RESPONDENT
[Link] AGE No. Of respondent Percentage
1 15-24 22 15
2 25-34 38 25
3 35-44 60 40
4 Above 45 30 20
Total 150 100
Source : Primary Data
INTERPRETATION
From the above table it is inferred that 40% of the respondents age group is 35-44, 25% of the
respondents are in the age group is 25- 34, 20% of the respondents are in the age group above
45 and 15% of the respondents are in the age group of 15 -24.
CHART [Link]
AGE GROUP OF THE RESPONDENTS
AGE
20% 15%
15-24
25-34
25%
35-44
40% Above 45
Table- XXXXXXXXXXX
GENDER OF THE RESPONDENT
[Link] Gender No. Of respondent Percentage
1 Male 50 33
2 Female 100 67
3 Total 150 100
Source : Primary Data
INTERPRETATION:
From the above table it is inferred that 67% of the respondents are female and 33 %of the
respondents are male.
CHART-4.1.2
GENDER OF THE RESPONDENT
Table- XXXXXXXXXXX
EDUCATION QUALIFICATION OF RESPONDENTS
[Link] Educational No. of respondent Percentage
qualification
1 SSLC 38 25
2 Hsc 32 21
3 Graduate 37 25
4 Diploma 20 13
5 Other specify 23 16
Total 150 100
Source : Primary Data
INTERPRETATION
From the above table it is inferred that 25 % of the respondents completed SSLC& Graduation
respectively,21% of the respondents completed HSC,13 % of the respondents completed
diploma and 16 %the respondents completed technical courses.
CHART-XXXXXXXXXXXXXXXXX
EDUCATION QUALIFICATION OF RESPONDENTS
P
E
R
C
E
N
T
A
G
E
TABLE-XXXXXXXXXX
MARITAL STATUS OF RESPONDENTS
[Link] Marital status No. Of Respondent Percentage
1 Married 120 80
2 Un married 30 20
3 Total 150 100
Source : Primary Data
INTERPRETATION
from the above table it is infered that 80%of respondents are married and 20 % of respondents
are unmarried.
CHART-XXXXXXXXXXXXX
MARITAL STATUS OF RESPONDENTS
TABLE-XXXXXXXXXXXXX
INCOME PER MONTH OF RESPONDENTS
[Link] Salary No. Of respondent Percentage
1 Below 3000 - -
2 3000-5000 25 17
3 5000-7000 50 33
4 Above 7000 75 50
5 Total 150 100
Source : Primary Data
INTERPRETATION
From the above table it is inferred that 50 % of the respondents income per month was 7000Rs,
33 %of the respondents income per month was 5000Rs -7000Rs and 17 % of the respondents
income per month was 3000Rs – 5000Rs.
CHART-XXXXXXX
INCOME PER MONTH OF RESPONDENTS
AWARNES AND PREFERENCE TOWARDS INDIAGATE BASMATI RICE
TABLE-XXXXXXXXXXXXXXXX
CONSUMER AWARENESS
[Link] Types [Link] respondent Percentage
1 Yes 150 100
2 No - -
3 Total 150 100
Source : Primary Data
INTERPRETATION
From the above table shows that 100% of the respondents are aware of Indiagate Basmati rice
products.
TABLE-XXXXXXXXXXXXXX
SOURCE OF INFORMATION ABOUT INDIAGATE BASMATI
[Link] Sources No. of respondent Percentage
1 Friends 22 25
2 Advertisement 52 25
3 Shops 30 20
4 Relative 20 13
5 Neighbor 18 12
6 Others 8 5
Total 150 100
Source : Primary Data
INTERPRETATION
From the above table it is infered that 25 %of the respondents get information by advertisement
by friends,20% of the respondents get information through shops,13 %of the respondents get
information by relative,12 % of the respondents get information by neighbor and 5 %of the
respondents get information by others sources.
CHART-XXXXXXX
SOURCES OF INFORMATION ABOUT INDIAGATE BASMATI RICE
Table-XXXXXXXXXXXXX
PURCHASE & USAGE OF INDIAGATE BASMATI RICE
SUGGESTIONS
[Link] Basmati rice have good brand position in the market. so it should try to
introduce new product s in the existing product line
[Link] should concentrate more on advertisement, as it plays a vital role in influencing
buying behavior of the consumers
[Link] should take effective steps to improve the quality of product
[Link] should provide coupons along with the product
CONCLUSION
Indiagate Basmati rice is one of the leading manufacturers of rice. It has to have a good
reputation in its all areas of operation. In this study, the researcher has analyzed the brand
position of Indiagate Basmati rice. From analysis and interpretation, it can be understood that the
company has strong competition from established brands in India. They should try to launch new
advertisement campaigns to retain the existing consumers and attract new consumers.
So it can be concluded that the company should not go back from the present programmes
and it should implement more and more schemes and campaigns, which ensures ongoing
improvement in the brand position of the products.
BIBLIOGRAPHY
BOOKS
1 Schriesheim, J. And Schriesheim, C. 1980. An examination of the psychology of leadership
and some suggested directions for future research. Human Psychology, 33, 349-370.
[2] Journal of Appared Psychology, 88, 561-569. Snyder, H., Marginson, S. and Lewis, T. 2007.
The alignment of planets: the cross-correlation between harmony, technology and management
in Australian universities,
[3]Marketing management by Philipkotler - elevanthedition,Pearsoneducation, India
Research methodology-methods and techniques by C R Kothari -new age international(p)
limited,publishers,Newdelhi
[4].Consumer behaviour (p) limited,publishers, New delhi 4.V S Ramaswamy and
[Link],marketing management,4th edition page no;419-421
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