Project on brand awareness of lijjat papad

1. A
PROJECT REPORT
ON
BRAND AWARENESS OF LIJJAT PAPAD
FOR
SHRI MAHILA GRIHA UDYOG LIJJAT PAPAD
IN PARTIAL FULFILLMENT OF
MASTERS IN BUSINESS ADMINISTRTATION (M.B.A.)
UNIVERSITY OF PUNE
BY
MADHUVANTI DESHPANDE
M.B.A.
(2005 2007)
GUIDED BY
MR. JAYANT PRADHAN (LIJJAT PAPAD)
PROF. YUVRAJ LAHOTI (VIM)
VISHWAKARMA INSTITUTE OF MANAGEMENT, PUNE - 48
1

2. ACKNOWLEDGEMENT
I take the occasion to thank Lijjat Papad for giving me opportunity to work on this
project, which helped me to increase my practical knowledge & got experience to
interact with customers.
I would like to thank my project guide Prof. Yuvraj Lahoti sir, for his
guidance, co-operation, & encouragement. I would also like to thank Director, sir Dr.
Sharad Joshi for his guidance.
I am also grateful to Mr. Jayant Pradhan sir, (senior head mktg) for providing
me necessary information & proper approach towards my study & project work. I
thank him for all the guidance & co-operation he gave.
I am always thankful to my family members who always gave me moral
support & advice, my friends, especially all respondents of my survey.
Madhuvanti Deshpande.
2

3. TABLE OF CONTENTS
Sr no. Headings Page no.
1 Introduction 1-3
2 Executive Summary 4-5
3 Scope & Objective Of Project 6-8
4 Company Profile 9-15
5 Product Profile 16-18
6 Research Methodology 19-22
7 Data Analysis & Interpretation 23-35
8 Findings & Conclusion 36-37
9 Suggestions 38-39
10 Limitations 40-41
11 Annexure 42-44
12 Bibliography 45-46
3

4. INTRODUCTION
4

5. INTRODUCTION
Papad is very familiar product to all of us. Many people consume it daily while many
enjoy various occasions like parties, marriages, festivals.
Papad has unique importance in India hospitality. In Sindhi community Papad &
Pani is served as 1st welcome food.
Papad acts in supportive or supplementary role in regular food. It ranks equal with
pickles & other dishes. Papad can be fried or roasted or it can also get in dals.
Papad has health values. The raw material used is Udad dal & Moong dal, both are
alkanes so they reduce acidity. Validity of Lijjat Papad is 3 months.
SHRI MAHILA GRIHA UDYOG LIJJAT PAPAD For the women, by the
women.
The main strength of organization is the philosophy they follow. They neither have lot
of money nor they have influential people, but still organization survived. It is
running very well inspite of no one is running it. In fact it is growing. The concepts it
follow are
1) The concept of Business.
2) The concept of Family.
3) The concept of Devotion.
Besides basic principles of Self-reliance, Co-ownership, & Faith in Dignity of labor,
the organization also follows 3 golden rules as
1) All the rights of the organization must belong to members only.
2) There must be maintenance of LIJJAT quality at any cost.
3) There must be clean & time bound accounting system.
5

6. ABOUT PROJECT TITLE:
Lijjat Papad is quite popular & well established brand from long time. It started in
1959 by 7 ladies. At present it has 64 branches & 40 divisions all over India. Lijjt is
major player in papad industry. My project work was to find out what people think
about the brand after lot many years served by Lijjat Papad. This was an attempt to
know current brand image, customer s suggestions & innovations people want.
6

7. EXECUTIVE SUMMARY
7

8. EXECUTIVE SUMMARY
My project work was to find out the brand awareness of Lijjat Papad in current
scenario.
Lijjat is major player in organized market holding 60% share. It has scope to
improve in sales & increase market share. For this what customers feel, think, &
expect from the brand should be exactly known. To find out this information, was my
project.
Market in Pune city was targeted. Various areas in city were selected. Survey
was conducted using questionnaire. The information about various attributes &
factors was collected.
All the data collected, primary data was filtered & analysed, represented in the
form of graphs & charts. Secondary data was also used in report such as company
profile, product profile etc. on the basis of analysis of data, conclusions were drawn.
The survey gave knowledge about customer s satisfaction, loyalty & their feel about
the brand. The survey gave an insight into organized market of Papad & competitors
of Lijjat Papad.
On the basis of findings & conclusions, suggestions were given.
There many limitations of this project like, biased reply, customers busy,
heavy rains, time constraint as the project has time limit of 2 months, area limitation
etc.
8

9. OBJECTIVE & SCOPE OF
PROJECT
9

10. OBJECTIVE & SCOPE
OBJECTIVES:
Lijjat is major player in organized market of papad industry. It is holding 60% market
share. It s other competitors are
Bikaneri
Saral
Pravin
Bedekar
Lijjt has scope to increase it s market share as it is holding only 60%. For this, the
brand has to improve itself in many aspects. So it is very necessary to know what
customers think, feel, & want in this brand now. The objectives are listed as
below.
1) To find out brand awareness of Lijjat Papad on following parameters.
a) Product quality
b) Product varieties
c) Customer loyalty
d) Unique factors of the brand
e) Company image
2) To analyse & evaluate satisfaction of customers towards-
a) Taste
b) Availability
c) Quality
d) Packaging
3) To find out drivers for purchase of Lijjat Papad-
a) Emotional factors
Security
Social approval
Self respect
Joyous/ Cheerful
10

11. 4) Word associated with brand
a) Honest
b) Reliable
c) Upper class
d) Daring
5) To find major competitors.
6) Cases of defective papad & feedback of customers.
7) To find most effective medium of publicity.
SCOPE:
There are very large no of customers of Lijjat Papad spread over various areas. I
studied market in Pune city & conducted survey in some areas.
Locations
Prabhat road
Sahakar nagar
Bibvewadi
Kothrud
Gultekdi
The customers from various apartments, bunglows, row houses were interviewed.
Mostly house wifes were the respondents. I surveyed 60 customers.
11

12. COMPANY PROFILE
12

13. COMPANY PROFILE
Shri Mahila Griha Udyog Lijjat Papad
(Recognised by Khadi & Village Industries Commission)
It is a women's organisation of the women, by the women and for the women. It was
started in 1959 with 7 lady members with a borrowed sum of Rs. 80/- at Girgaum in
Mumbai.
The turning point of our Institution was in 1966 when it was registered under the
Bombay Public Trust Act 1950 and also registered under Societies Registration Act,
1860 and got recognition from Khadi & Village Industries Commission as a village
industry.
The objective of the Institution is to provide employment to the ladies to enable them
to earn decent and dignified livelihood.
Any women who can render physical work in this Institution without distinction of
caste, creed and colour and agrees to abide by the objective of the Institution can
become a member of the Institution from the date on which she starts working. Papad
production work starts at early hours in the morning i.e. 4.30 a.m. Lijjat have mini
bus which picks the members from the closest point of residence to the branch and
back home.
Every branch is headed by a Sanchalika to see the production of the branch. They
have a Central Managing Committee, which consist of 21 members out of, which we
have 6 (Six) elected Office Bearers i.e. President, Vice - President, 2 (Two)
Secretaries and 2 (Two) Treasurers.
All the branches are autonomous units for the purpose of profitability and the profit or
loss as the case may be of such unit is borne by the owner sister members of that
branch by increasing or decreasing their rolling charges accordingly. The credit for
rapid progress goes to the constant vigilance on the part of sister members
maintaining the quality of Lijjat Papad with their hard work.
13

14. Besides Lijjat Papad the Institution has other products like Khakhra, Masala, Wadi,
Detergent Powder & Cakes, Bakery Products & Chapaties. At present it has 63
Branches & 40 Divisions and gives self-employment to about 40,000 sister members
all over India with Sales turnover of Rs. 300 Crores which includes Rs. 12 Crores of
Exports.
Exports are made through Merchant Exporters to countries like UK, USA, Middle
East Countries, Thailand, Singapore, Hongkong, Holland, Australia and other
Countries.
The Institution has received an award from Khadi & Village Industries Commission
as a "Best Village Industry" for the period 1998-1999 to 2000-2001.
On 6th September 2003 our Institution has received the Economic Times Award of
"Businesswomen of the Year 2001-02 for Corporate Excellence".
In January 2003 they received the award for 'Best Village Industries' at the hands of
Hon'ble Prime Minister Shri Atal Behari Vajpayee at New Delhi.
Lijjat was featured in various T.V. Channels, which include BBC World in the
programme "Business Bizarre".
The Institution, over the years, has paved the way for women to become self-reliant
and self-confident. Lijjat has provided them the right platform to improve their status
in society
ORGANISATION - Core Value
Shri Mahila Griha Udyog Lijjat Papad is synthesis of three different concepts, namely
(1) The concept of Business
(2) The concept of family
(3) The concept of Devotion
All these concept are completely and uniformly followed in this institution. As a
result of this synthesis, a peculiar Lijjat way of thinking has developed therein.
14

15. The institution has adopted the concept of business from the very beginning. All its
dealings are carried out on a sound and pragmatic footing - Production of quality
goods and at reasonable prices. It has never and nor will it in the future, accept any
charity, donation, gift or grant from any quarter. On the contrary, the member sisters
donate collectively for good causes from time to time according to their capacity.
Besides the concept of business, the institution along with all it's member sisters have
adopted the concept of mutual family affection, concern and trust. All affairs of
the institution are dealt in a manner similar to that of a family carrying out its own
daily household chores.
But the most important concept adopted by the institution is the concept of devotion.
For the member sisters, employees and well wishers, the institution is never merely a
place to earn one's livelihood - It is a place of worship to devote one's energy not for
his or her own benefits but for the benefit of all. In this institution work is worship.
The institution is open for everybody who has faith in its basis concepts
MILE STONES OF THE INSTITUTION
The Institution has received many Awards over the years but the few to
remember.
1. Recevied Award from Khadi & Village Industries Commission as
'Best Village Industries Institution' for the period 1998 - 1999 to 2000
2001
15

16. 2. The Economic Times Award given to the Institution for Corporate
Excellence "Business Woman Of the Year" on 6th September 2002
3. At the National Convention on "Rural Industrialisation", held by Khadi &
Village Industries Commission along with Ministry of Agro and Rural Industries at
New Delhi on 14th March 2003, Smt. Jyoti J. Naik, President of the Institution
recevied the "Best Village Industry Institution" award from Hon'ble Prime
Minister Shri Atal Bihari Vajpayee
16

17. ORGANISATION Management
Six Office - Bearers President
1. Smt. Jyoti J. Naik - President
2. Smt. Kamal D. Dhandore - Vice-
President
3. Smt. Sunanda R. Belnekar - Secretary
4. Smt. Gangavati H. Naik - Secretary
5. Smt. Priyanka G. Redkar - Treasurer
6. Smt. Kshama M. Sutar - Treasurer
ORGANISATION Diversification
17

18. Shri Mahila Griha Udyog has diversified its various activities. Besides it's world
famous papads it also currently has
A Flour Division at Vashi (Mumbai) where flour is milled from Udad Dal and
Moong Dal.
A Masala Division at Cottongreen (alongwith a Quality Control Laboratory)
at the same place where different kinds of spice powders like Turmeric,
Chillies, Coriander and ready mix masala and like Garam Masala, Tea Masala,
Pav Bhaji Masala, Punjabi Chole Masala etc. are prepared and packed in
consumer packs.
A Printing Division also at the same place.
Lijjat Advertising Division at Bandra (Mumbai)
A Khakhra Division at Buhari (Dist-Valod)
Chapati Divisions at Wadala, Borivali, Mulund & Kandivali (Hanuman
Nagar)
A Polypropylene set-up at Kashi-Mira Road.
A Vadi producing factory at Valod.
A Bakery Division at Valod.
A Detergent Powder and Cakes manufacturing unit at Dahisar and Office at
Borivali (Mumbai).
18

19. PRODUCT PROFILE
19

20. LIJJAT PAPAD:- PRICE LIST OF DIFFERENT VARIETIES
Udad Udad Udad Moong Udad Moong Punjabi
with with with (50% Special Special(50% Masala
Items Pepper Garlic Red Udad & Udad & 50% Special
& Chillies 50% Moong)
Chillies Moong)
Small 12.00 12.00 12.00 12.00 13.00 13.00 13.00
Size
100
gms
mini 24.00 24.00 24.00 24.00 26.00 26.00 26.00
size
200
gms
small 24.00 24.00 24.00 24.00 26.00 26.00 26.00
size
200
gms
Big 30.00 30.00 30.00 30.00 33.00 33.00 33.00
size
250
gms
Small 55.00 55.00 55.00 55.00 62.00 62.00 62.00
/ Big
size
500
gms
Small 108.00 108.00 108.00 108.00 122.00 122.00 122.00
/ Big
size 1
kg.
Small 264.00 264.00 264.00 264.00 300.00 300.00 300.00
/ Big
Size
2.5
kg.
20

21. MANUFACTURING PROCESS
The manufacturing process in Lijjat is a continuous process. Daily chores start in
early morning around 4:30 am or even earlier depending upon the work load.
In the 1st stage flour is kneaded into the dough & is pounded in big chunks.
The chunks of pounded dough are sent for distribution among the rolling sisters.
In the 2nd stage the papad rolling sisters srrive from their home to production
centers to take the pounded dough. They can take as much as may be desired by them.
They go back to their home & roll out the papad. The rolled papad are dried in clean,
airy, open space, mainly in the bright sunlight. The dried papad are usually delivered
back to the production center next day when the sisters come to take fresh dough. The
sisters receive their rolling charges as soon as they deliver papad.
In the 3rd stage papad received from sisters are checked for their quality &
packed. The papad packets are then sent for marketing. The entire process is very
simple & carried out manually without using any complicated machine.
The sisters have standardized the entire process. For the 1st stage properly
cleaned empty cans or tins are kept ready & in each tin 11 kg flour is poured. Fixed
quantity of masala i.e herbs & powdered spices are then added in the flour. Large
tubes of water containing necessary proportion of salt & soda-bi-carb are also
prepared & kept ready. In order to save time & expedite the work, this part of the
process is usually carried out on the previous day so that the flour kneading work can
immediately startin the early morning.
When desired quantity of water & masala are added in each batch of 11 kg dry
flour & the flour is kneaded in dough, the weight of the dough go up to 17 kg. it is
very easy to find out the whether the dough is properly kneaded & pounded. It does
not require much skill.
1 kg of pounded dough should yield 820 gm of dried papad as nearly 120 gm
can get evaporated during the process of rolling & drying of papad. However they
have fixed lower norm of 810 gm of as standard yield & in addition to that a further
loss of 10 gm is considered as acceptable loss. This is how the papad rolling sister
who take 1 kg of dough must have to deliver back at least 800 gm of dried papad.
21

22. RESEARCH METHODOLOGY
22

23. RESEARCH METHODOLOGY
INTRODUCTION-
Research methodology is a way to systematically solve the research problem. It may
understood as science of studying how research is done scientifically. Various steps &
techniques adopted for research are studied in research mrthodology.
DATA TO BE COLLECTED-
a) Primary data: It is that data which is collected for the 1st time. Primary data I
collected was-
Customer s view about various attributes of brand.
Customer s actual experience of the brand.
Customer s expectations & suggestions.
Major competitors.
Current market share of Lijjat Papad.
b) Secondary data: It is that data which is already assembled & need not to be
collected. The secondary data was
Company profile
Product profile
It was collected from internet, company booklets & reports.
DATA COLLECYTION METHOD-
For this project, the primary data which needed to collect for the 1st time was gathered
through survey technique which most effective & popular technique for data
collection. The survey was conducted with the use of questionnaire.
23

24. RESEARCH INSTRUMENT-
Questionnaire consists of following types of questions.
a) Closed ended: These are the questions that specify all the possible answers
that are easy to tabulate & interpret. Further sub-types used are
1. Dichotomous questions: These are the questions with only 2 possible
answers.
2. Multiple choice questions: These are the questions with more than 3 or more
answers.
3. Rating scale: It is a scale that rates some attribute from poor to excellent.
b) Open ended: These type questions allow respondents to answer in their own
words & often reveal about how people think. They are especially useful in
exploratory research where researcher is looking for insight into how people think
rather than how many people think in a certain way.
The sub-types used are-
1. Unstructured questions: Respondents can answer in unlimited no.of ways.
2. Word association: Respondents mention the which comes to their mind when
the hear the brand name.
24

25. SAMPLING:
Sample is small group of 60 consumers is taken under consideration from total
customer population. This small group represents the total population. In the project I
studied market in Pune city. As it was impossible to approach all respondents of city,
a sample was selected which represent whole city. The areas selected were-
Prabhat road
Kothrud
Gultkdi
Bibvewadi
Sahkar nagar
DATA EVALUATION:
All the data collected was not accepted as it was collected. It was filtered & only
relative data is introduced in the report which helped in achieving objective of the
project.
25

26. DATA ANALYSIS &
INTERPRETATION
26

27. DATA ANALYSIS & INTERPRETATION
1. FINDING OUT CUSTOMER LOYALTY OF LIJJAT PAPAD
CUSTOMER LOYALTY
Years of product
% Population usage
10 1 to 5
25 6 to 10
20 11 to 15
35 16 to 20
3 21 to 25
7 26 to 30
Customer Loyalty Chart
7% 10%
3%
1 to 5
6 to 10
25%
11 to 15
35% 16 to 20
21 to 25
26 to 30
20%
Majority of the customers are from 16 to 20 years product usage group.
That means customers are much loyal to the brand for considerably high
duration of 16 to 20 years.
Only 10% is from 1 to 5 years product usage group, so new customers of
brand are comparatively less.
Most of the customers are old customers enjoying the brand for more than 10
years.
27

28. 2. ASSESING ORGANISED MARKET OF PAPAD.
ORGANISED MKT OF PAPAD
Comp name % Share
Lijjat 60
Bikaneri 17
Jain 9
Bedekar 7
Pravin 5
Saral 2
Organised Market of Papad
5% 2% Lijjat
7%
9% Bikaneri
Jain
Bedekar
17% 60% Pravin
Saral
Lijjat Papad is holding 60% share of organized market.
The next major player is Bikaneri Papad , holding 17% of organized
market.
The weakest player is Saral Papad .
28

29. 3. PAPAD INDUSTRY SCENARIO IN INDIA(ORGANISED & UN-
ORGANISED MRKTS
PAPAD INDUSTRY SCENARIO (ORGANISED, UN-
ORGANISED MKT)
Sectors % Share
Home made 31
Local Brands 9
Organised mkt 60
Papad Industry Scenario
31%
Home made
Local Brands
60% Organised mkt
9%
Organized market is holding major share of 60% in papad industry.
Total un-organized market is holding 40% share, contributed by Home Made
31%, & Local Brands 9%.
Local brands actually are that products which are not branded but marketed,
but for convenience they are called as Local Brands.
29

30. 4. FINDING OUT UNIQUENESS OF THE BRAND IN CUSTOMER S
MIND.
UNIQUENESS OF THE BRAND
Factors % Weightage
Taste 72
Quality 12
Variety 16
Uniqueness Of The Brand
16%
12% Taste
Quality
Variety
72%
Majority of the customers feel the Taste as most unique factor.
The next factor is variety. Customers feel more satisfied because there are
considerable varieties of Lijjat Papad which are consumed according to the
occasions.
People are quite trusted towards quality of Lijjat Papad, but when
compared with taste & variety, it has got lower weightage.
30

31. 5. RANKING OF DIFFERENT ATTRIBUTES OF LIJJAT PAPAD .
a) Packaging
Ranking % Weightage
1-Very Good 23
2-Good 52
3-Bad 18
4-Very Bad 7
Rankings Given To Packaging
60 52
% Weig h tage
50
40
30 23
18
20
7
10
0
1-Very 2-Good 3-Bad 4-Very Bad
Good Ranks
Most of the customers feel that packaging is Good .
18% customers gave Bad ranking to the packaging. They suggested to
improve in packaging as it becomes somewhat sticky.
23% customers gave Very Good ranking, & only 7% gave Very Bad
ranking.
31

32. b) Availability
Ranking % Weightage
1-Very Good 69
2-Good 27
3-Bad 2
4-Very Bad 2
Rankings Given To Availability
80
% Weightage
60
40 69
20
27 2 2
0
1-Very 2-Good 3-Bad 4-Very Bad
Good Ranks
Majority of the customers, 69%, gave Very Good ranking to
availability.
Bad & Very Bad rankings are given by very few customers, i.e 2%
each.
27% said it is Good
So in all, availability of Lijjat Papad is best.
32

33. c) Company Image
Ranking % Weightage
1-Very Good 29
2-Good 64
3-Bad 7
4-Very Bad 0
Rankings Given To Company Image
70 64
60
50
% Wt
40 29
30 % Weightage
20 7
10 0
0
1-Very 2-Good 3-Bad 4-Very
Good Bad
Ranks
Most of the customers, 64%, have Good image of the company
in their minds.
Very few customers gave Bad ranking.
29% gave Very Good ranking. Considerable no. of people know
about organization, It is by the women & for the women .
33

34. 6. CUSTOMER S FEEL ABOUT THE BRAND
Feelings Customer %
Joyous/Cheerful 29
Social Approval 14
Self Respect 11
Security 46
Feelings About The Brand
29%
Joyous/Cheerful
46% Social Approval
Self Respect
Security
14%
11%
Most of the people buy the brand because they feel that healthwise
Security for the product, like they trust that all the ingredients used are
pure & are of good quality.
29% people feel Joyous to eat various varieties of Lijjat Papad on
various occasions.
14% buy it as Socially Approved product. They have image of product
that people from good society buy this product.
11% customers feel self respect for buying good quality product in
affordable price.
34

35. 7. WORDS DESCRIBING THE BRAND WELL.
Words % Customers
Honest 37
Upper Class 20
Daring 4
Reliable 39
Words Describing The Brand Well
39% 37%
Honest
Upper Class
Daring
Reliable
4%
20%
Reliable (39%) & Honest (37%) are the best words to describe the brand.
Very few, only 4%, think that it is Daring , as there are very less innovations
introduced to the brand.
20% people think that it is Upper Class brand.
35

36. 8. FINDING OUT MOST POPULAR MEDIUM OF PUBLICITY OF
LIJJAT PAPAD .
Media % Customers
Advertisement 50
Retailer 26
Relatives 22
Peer Group 2
Most Popular Medium Of Publicity
2%
22%
Advertisement
50% Retailer
Relatives
26% Peer Group
The most popular medium of publicity is Advertisement .
Retailers & Relatives are near about contributing same, 26% % 22%
respectively.
The least popularity is of Peer Group , 2%.
36

37. 9. SALE OF LIJJAT PAPAD IN PUNE.
Year Sales In Crores
2002 16.7
2003 16.43
2004 17.48
2005 20.24
2006 25.26
Sales In Pune
30
Sales In Cro res
25 25.26
20 20.24
16.7 16.43 17.48
15
10
5
0
2002 2003 2004 2005 2006
Year
Sales of Lijjat Papad are increasing as per this 5 year s data.
It somewhat dropped in 2003.
After that in 2004, 2005, 2006, it is ever increasing.
The is quite high in 2005-2006.
37

38. 10. SALES ALL OVER INDIA.
Year Sales In Crores
2002 279.48
2003 287.25
2004 278.22
2005 311
Sales All Over India
320
Sales In Crores
310 311
300
290
287.25
280 279.48 278.22
270
260
2002 2003 2004 2005
Year
Sales all over India is following somewhat zig-zag pattern.
Sales in 2005 have jumped to 311 crores from 278.22
The vast increase in sales was due to better managed distribution networks
& depot system evolved in many parts of the country.
38

39. FINDINGS & CONCLUSION
39

40. FINDINGS
Many people who come across defective papad do not complaint to company,
they just ignore it.
Many customers complained about packaging, that it become somewhat sticky
many times.
Some customers said that , 1 variety should made such that it should more
thicker & larger in size so as to make masala papad.
People are much satisfied about the taste of papad which is the main reason for
their purchase.
People respect this brand as reliable & honest brand & feel joyous eating lijjat
papad.
Lijjat papad has developed loyal customers & good environment in
organization.
CONCLUSION
As a summer trainee in Lijjat Papad , I would like to conclude my project work on
Brand Awareness Of Lijjat Papad . It was realy very interesting interacting with
customers & have an insight into brand image in their minds.
The main aim was to know the factors & attributes of brand which customer
look when he goes to buy Papad. From the survey, in all concluded that people are
quite satisfied with the brand, especially due to it s taste.
The organized market of papad industry is growing, because more & more
women are getting employed, income levels have increased & most of the women
don t get time to roll papad at home. So Lijjat Papad as major player in organized
market has even better opportunities in future.
Some customers have complained about packaging & prices where
company has to improve. But in all it can be concluded that most of the customers are
satisfied about the brand, & are well aware of various attributes of the brand.
40

41. SUGGESTIONS
41

42. SUGGESTIONS
Forecast market trends & try to adjust supply accordingly so as increase
market share & take advantage of established brand image.
Try to bring more innovations like more varieties, sizes & their different
combinations.
Company should improve it s packaging.
Time to time market survey should be conducted.
Some consumers perceive that price of Lijjat Papad is somewhat high so if
possible company should think on it s price positioning in market by revising
prices.
42

43. LIMITATIONS
43

44. LIMITATIONS
AREA LIMITATION:
The study was limited to Pune city only. Hence findings may differ from other parts
of India where I have not visited.
NON-RESPONSE ERROR:
It is almost impossible to obtain data from each & every respondent covered in
sample. There are always some respondents who refuse to give information.
TIME CONSTRAINT
There was time constraint to this project. The project has to be completed within 2
months.
BUSY RESPONDENT
Many times respondents were so busy that they didn t give reply. There were biased
replies also.
OTHER REASONS
There were heavy rains during the period of survey. So there was many times problem
in conducting survey & transportation.
44

45. ANNEXURE
45

46. QUESTIONNAIRE FOR TESTING BRAND AWARENESS OF LIJJAT
PAPAD
Name:
Age:
Address:
1) which brand of papad do you use?
a) Lijjat c. Ganesh
b) Bikaner d. Any other-
2) From how long you are using this brand?
3) what are the factors according to you makes purchasing of Lijjat Papad a
unique
experience?
a) Taste c) Quality
b) Variety d) Any other-
4) Rank the brand according to following factors-
1. Very good 2. Good 3. Bad 4. Very bad
Taste
Packaging
Quality
Comp. image
Availability
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47. 5) What do you feel when you buy Lijjat Papad?
a) Security c) Social approval
b) Self respect d) Joyous/cheerful
5) Does Lijjat Papad completely satisfy your requirements?
a) Yes a) No
If not, which requirements?
6) How well do the following words describe the brand?
a) Honest c) Upper class
b) Daring d) Reliable
7) Do the people you admire & respect use this brand?
a) Yes a) No
8) Are you aware of all the varieties of Lijjat Papad?
a) Yes a) No
9) Which are the other brands you have purchased in last few months?
a) Yes a) No
If yes, why?
a) Change in packaging c) Non-availability
b) Price increase d) Innovation
10) Through which medium you came to know about Lijjat Papad ?
a) Advertisement c) Relatives
b) Retailer d) Peer group
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48. REFERENCES
48

49. REFERENCES
BOOKS
o Marketing management Philip Kotler
o Research methodology C.R Kothari.
WEBSITE
o www.Lijjat.com
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