INTERNATIONAL JOURNAL OF International Journal of Management (IJM), ISSN 0976 6502(Print), ISSN 0976 6510(Online), Volume 2, Number 1, Jan-

n- April (2011), IAEME MANAGEMENT (IJM)

IJM

ISSN 0976 6502(Print), ISSN 0976 6510(Online) Volume 2, Number 1, Jan- April (2011), pp. 134-141 IAEME, http://www.iaeme.com/ijm.html

IAEME

BRAND LOYALTY AMONG CONSUMPTION OF PICKLE IN TAMIL NADU Dr.L.VIJAY* & B.JAYACHITRA** * Prof & Head, Dept of Management Science, S A Engineering College, Chennai 77, 9791112070, drlvijay@gmail.com ** PhD Research Scholar, Dravidian University & Associate Professor, Dept of Management Studies, Vels Srinivasa College of Engg & Tech, Chennai -103, 9944666389, bjayachitra@gmail.com

ABSTRACT The Study entitled To Determine the Brand Loyalty among Consumption of Pickle in Tamilnadu as an objective of the study to identify the usage level of pickle user, indepth analysis of the various options about the Taste, Spiciness and other factor and interpret the monthly income level of the customer and their average purchase and offer suggestion. The major limitation was most of the respondents are not willing to respond and the sample size is also small, so we cannot expect credible result A questionnaire was set containing appropriate question and survey was made on 211 respondents and a method of convenient sampling was adopted. The primary objective of this study is to understand the effectiveness of sampling as technique for increasing trials for the Chinnis pickle. This project work reveals some interesting facts which may me taken up by the organization for further improvement in the production of the CHINNIS pickle. The questions were based on multifarious criteria which can get the exact details required for the project from the respondents.
Key words Brand Loyalty, Consumption, FMCG, Pickle

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International Journal of Management (IJM), ISSN 0976 6502(Print), ISSN 0976 6510(Online), Volume 2, Number 1, Jan- April (2011), IAEME

1.0 INTRODUCTION FMCG industry alternatively called as CPG (Consumer packaged goods) industry primarily deals with the production, distribution and marketing of consumer packaged goods. The Fast Moving Consumer Goods (FMCG) is those consumables which are normally consumed by the consumers at a regular interval. Some of the prime activities of FMCG industry are selling, marketing, financing, purchasing, etc. The industry also engaged in operations, supply chain, production and general management. 1.1 IDENTIFIED PROBLEM Pickle today has around 23% market share in pickle market and is the largest selling pickle in south India. Other players being Achi, Ravi etc. The main problem is that the consumers are less aware about Ruchi and Chinnis its features. Also it is needed for the company to capture the remaining market by overcome its competitors. Therefore the organization has decided to increase the consumption of the pickles among consumers. 1.2 LITERATURE SURVEY Buying something already bought. Repurchasing is the second purchase as well as the further times the consumer keep buying. It's a key decision of consumer, in which experience, satisfaction, memory and self-given inner orders all play important roles. From repeat purchase, firms expect large sales sustained over time, confirmation of the quality of their goods, brand loyalty. In new markets, a large share of sales is represented by consumer buying for the first time. Over time, however, they become to repurchase, so that at the end, on mature markets, repurchases dominate sales. 1.2.1 Determinants Repurchase can occur out of eight reasons. A consumer having experienced satisfactory outcomes with a good, having memorized this fact, can give to itself the inner order of repurchasing and, when contingencies will be adequate, will repeat the act of buying so to have the possibility of fulfilling its needs again. If the experience is negative, a disgusted consumer will think "Never again!" and will avoid, if not compelled, the repurchase. 2.0 OBJECTIVES OF THE STUDY The Primary Objective is to study the usage pattern and customer perception toward pickle. And other Secondary objectives are 1) To find out the usage of pickle in house made or branded, 2) To find out the brand awareness in pickle, 3) To know the variant 135

International Journal of Management (IJM), ISSN 0976 6502(Print), ISSN 0976 6510(Online), Volume 2, Number 1, Jan- April (2011), IAEME

used in pickle, 4) To know the availability of pickle in the market, 5) To rank the various factor influencing in pickle, 6) To know the Frequency Purchase of pickle, 7) To find out the brand advertisement in the pickle. 2.1 SCOPE OF THE STUDY This research was mainly done to understand the Sampling as an effective technique for increasing trials for the Chinnis brand. It also tried to bring out the categories of customers and the brands / Variants of Pickle they are using. The outcome of this survey can be used for understanding the usage and attitude level of Chinnis in respect to various pickles and offers a better service to their customers. The survey was conducted by preparing questionnaire and giving it to the over all customers in Trichy and Ramnad area. So the scope of the study is confined to all the customers in Trichy, and Ramnad. The study can be extended to the customers of the company in other cities. 3.0 RESEARCH METHODOLOGY Descriptive Research Design The research design undertaken by the researcher is Descriptive Research Design. This analysis was done by a way of questionnaires with the question being multiple choices very satisfied/less satisfied. The customers personally filled all questionnaires. 3.1 Reasons for Selecting Descriptive Research Design Descriptive research clearly defines what the researcher wants to measure and to set up appropriate and specific means for measuring it. 3.2 Data Collection Method Primary data are obtained by a study specifically designed to fulfill the data needs of a problem at hand. Such data are original in character and collected with the help of Questionnaire 3.3 TARGET RESPONDENTS The Sample Size of this research is 211 and all those respondents are users of Achi, Ravi etc 3.4 ASSUMPTIONS, CONSTRAINTS AND LIMITATIONS It is assumed that the respondents will give their true opinions. The survey was conducted among 211 sample numbers within the limit of Trichy, Ramnad area. Most of respondents were not answered properly. Because of time constraint the number of 136

International Journal of Management (IJM), ISSN 0976 6502(Print), ISSN 0976 6510(Online), Volume 2, Number 1, Jan- April (2011), IAEME

respondents has been restricted too 211. As the project is based on survey the respondents opinion might have been biased. 3.5 PROPOSED SAMPLING METHODS Convenience Sampling It is a non-probability sampling method, in which sample are drawn at convenience of the researcher (or) the interviewer. Reason for using Convenience Sampling Convenience Sampling allows respondents to be interviewed in a relatively short time convenience sampling is used in the early stages i.e., during scale measurements and pre testing activities. 3.6 TOOLS FOR ANALYSIS A device that helps in collecting, summarizing, and analyzing numerical data. Bar charts are examples of statistical tools. Simple Percentage Analysis, Weighted Average Method & Chi-Square Test. 4.1 Weighted Average method satisfactory levels towards factor
Factor Highly Satisfied 100 101 99 100 101 Neither Satisfied Satisfied/ Dissatisfied 50 50 51 52 50 26 29 28 27 29 24 20 21 22 20 Dissatisfied Highly Satisfied 11 11 12 11 10

Taste Color Spiciness Saltiness Oil

X 5 4 3 2 1 Total

W1 100 50 26 24 11 211

XW1 500 200 78 48 11 837

W2 101 50 30 20 10 211

XW2 505 200 90 40 10 845

W3 99 51 28 21 12 211

XW3 495 204 84 22 12 817

W4 100 52 27 22 10 211

XW4 500 208 81 44 10 843

W5 101 50 29 20 10 211

XW5 505 200 87 40 10 842

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International Journal of Management (IJM), ISSN 0976 6502(Print), ISSN 0976 6510(Online), Volume 2, Number 1, Jan- April (2011), IAEME
WX/W I II III IV V 837/211 845/211 817/211 843/211 842/211 Average 3.966825 4.004739 3.872038 3.995261 3.990521

Based on the rating for each attribute, the remark based on the average as shown in the table below: ATIRIBUTE Taste Color Spiciness Saltiness Oil AVERAGE 3.966 4.004 3.872 3.995 3.990

From the above table the following ratings can be arrived ATIRIBUTE Taste Color Spiciness Saltiness Oil AVERAGE Highly Satisfied Dissatisfied Highly Dissatisfied satisfied Neither Satisfied/Dissatisfied

4.2 Chi-Square Test on Significant difference between Monthly income and Frequency Purchase Null Hypothesis (H0) There is no evidence of a significant relation between Monthly Income and Frequency Purchase. Alternative Hypothesis (H1) There is evidence of a significant relation between Monthly Income and Frequency Purchase.

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International Journal of Management (IJM), ISSN 0976 6502(Print), ISSN 0976 6510(Online), Volume 2, Number 1, Jan- April (2011), IAEME
O E O-E (O-E) 2 (O-E) 2 / E

57

46

11

121

2.63

18

17

0.06

11

23

-12

144

6.26

66

63

0.14

11

23

-12

144

6.26

39

31

64

2.06

39

53

-14

196

3.70

30

19

11

121

6.37

29

26

0.35

27.83

2 = E (O-E) s2 / E = 27.83 Degree of freedom = (c-1) (r-1) = (3-1) (3-1) = 4 Table value of 2 for 4df at 5% level = 9.488 Inference Since the calculated value of 2 >the table value of 2, Ho is rejected. Therefore it is concluded that there is a significant relation between the customers monthly income and their frequency purchase of the pickle. 4.3 Chi-Square Test on Significant difference between Occupation and Frequency Purchase Null Hypothesis (H0) There is no evidence of a significant relation between Occupation and Frequency Purchase Alternative Hypothesis (H1) There is evidence of a significant relation between Occupation and Frequency Purchase

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International Journal of Management (IJM), ISSN 0976 6502(Print), ISSN 0976 6510(Online), Volume 2, Number 1, Jan- April (2011), IAEME
O E O-E (O-E) 2 (O-E) 2 / E

46 11 96 9 12 22 20 5 15 6 51 7

39 21 90 11 14 8 33 4 19 10 44 6

7 -10 6 -2 -2 14 -13 1 -4 -4 7 1

49 100 36 4 4 196 169 1 16 16 49 1

1.26 4.76 0.40 0.36 0.29 24.50 5.12 0.25 0.84 1.60 1.11 0.17 40.66

2 = E (O-E) s2 / E = 40.66 Degree of freedom = (c-1) (r-1) = (3-1) (4-1) = 6 Table value of 2 for 6df at 5% level = 12.592 Inference Since the calculated value of 2 > the table value of 2, Ho is rejected. Therefore it is concluded that there is a significant relation between the customers Occupation and their frequency purchase of the pickle. 5.0 CONCLUSION

1 From the age group of twenties we are target then it will improve the market. 2.They
should improve the quality and taste toward home made so that acquires the home maker. 3 They use push type market strategy by introducing campaign and offers to retailer to customers. 4. Customers think that the variety that pickles it should use for other kind of dishes. 5. This combination of mixing of two or more (like tomato/garlic) for others also it would prefer. 6. To minimize of cost of production, we go for the packet and also make the product as fresh to the market. 7. To concentrate on packing section to tearing the packet.

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International Journal of Management (IJM), ISSN 0976 6502(Print), ISSN 0976 6510(Online), Volume 2, Number 1, Jan- April (2011), IAEME

REFERENCE
1 .Philip

kotler Marketing Management Prentice Hall of India Pvt.Ltd (The Millennium

Edition), pp 10-60 2001, 2. SP Gupta Business Statistics Sultan Chand & Sons (12th Edition), pp. 32-89 2001, 3. C R KothariResearch MethodologyNew age International Publishers(Second Edition), pp. 60-90 2000 4 Richard I Levin, David S RubinStatistics for Management(Seventh Edition), pp 221-319 Oct 2001 5. http://www.cavinkare.com

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