AMEE LIMITED

(1 ) HISTORY & DEVLOPMENT :-

AMEE CASTOR & DERIVATIVS LTD. Was incorporated on 1995 with the objective to carry out trade in castor oil derivatives. It started the production HCO refined oil in its initial years. It started the production of hydroxyl satiric acid and other new products were added. In 2004-05, further expansion was carried out and it started the production calcium sulphonate. It is constantly in the corporate environment of India.

S.K.COLLEGE OF BUSINESS MANAGEMENT; PATAN

AMEE LIMITED

According to new industrial policy in April 2001, so many incentives are provided to exporting firms; this liberalization policy has helped the company to contribute to the growth of the economy. The directors of the company are hardworking people. They are also committed to growth and development of the unit. Today AMEE CASTOR & DERIVATIVES LTD. has earned a very good name in the market of castor oil derivatives.

(2 ) Lo go o f Amee Ltd

(3 )Co mpa ny pro file :-

NAME OF THE COMPANY

Amee casto r & deriva tiv es ltd.

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AMEE LIMITED

LOCATION
Amee castor & derivatives ltd. Near palanpur, G.I.D.C chandisar, Palanpur (B.K)

MAIN OFFICE
211, mile stone building Near drive-in cinema

S.K.COLLEGE OF BUSINESS MANAGEMENT; PATAN

AMEE LIMITED
Thalatej, Ahmedabad Gujarat, India. Ph no. (079) 2748981

SCALE OF THE UNIT

Its a medium scale unit

PROMOTER

Mr. Dilipbhai padhya Mr. Bakabhai padhya

(M.D) (joint M.D)

BANKERS
Vijya bank Ahmedabad.

S.K.COLLEGE OF BUSINESS MANAGEMENT; PATAN

AMEE LIMITED
EXISTING MANAGEMENT BODIES

Board of directors

Dilipbhai padhya C.m padhya Asokbhai oza Varshaben karnavat Vijaybhai Patel Vijaybhai mandora

PLANT MANAGER
Bharatbhai joshi

(4 ) OBJECTIVE OF THE COM PANY: -

To carry out trade, commerce, industry, business, export, import, commission and brokerage business warehousing processing of all kinds of castor & oil seeds, products, by products thereof and derivatives thereof.

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AMEE LIMITED
(5 )QUALITY POLICY:-

We are committed to manufacturing and supply of castor oil based derivatives and chemical that satisfies customer requirements. We shall upgrade the process technology continuous to increase the companys share in the market.

We shall achieve these by complying with requirements and continuous increasing the effectiveness of quality management system.

S.K.COLLEGE OF BUSINESS MANAGEMENT; PATAN

AMEE LIMITED

(1) INTRODUCTION OF MARKETING RESEARCH:-

Marketing research is one of important functions of marketing management. We know that information is basic input in making decision. Many companies maintain a well-equipped marketing research department to collect, analyze, and interpret data required for making marketing decision at various levels. In todays marketing practices, marketing research plays a vital role marketing starts and ends with target market. Note that marketing research provides a need based information. It is carried out to solve particular problem.

(2) DEFINITION OF MARKETING RESEARCH:It means Marketing Research is a systematic method of collecting, recording and analyzing of data, which is used to solve marketing problems.A company faces many marketing problems. It faces problems about consumers, product, market competition, sales promotion, etc. Marketing research helps to solve these problems. 7

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Marketing research is a systematic process. It first collects data (information) about the marketing problem. Secondly, it records this data. Then it analysis (studies) this data and draws conclusions about it. After that, it gives suggestions (advice) for solving the marketing-problem.

So, marketing research helps to solve the marketing problems quickly, correctly and systematically. Marketing research collects full information about consumers. It finds out the needs and expectations of the consumers. So the company produces the goods according to the needs and expectations of the consumers. Marketing research helps the company to make its production and marketing policies. It helps the company to introduce new products in the market. It helps to identify new-markets. Marketing research also collects full information about the competitors. The company uses this information to fight competition. It also helps the marketing manager to take decisions. It is of recent origin and widely used by manufacturers, exporters, distributors and service organizations. Marketing research is very systematic, scientific, objective and organized. It has a wide scope. It includes product research, consumer research, packaging research, pricing research, etc.

(3) MARKETING RESEARCH OBJECTIVES:1) My aim is know how many people use castor oil and derivatives 2) My other aim is to know which feature they want in packaging of Castor oil and know by
which media they impressed to purchase Castor oil.

3) Identify the consumer response to the companys castor oil and derivatives. 4) Know the consumers needs and expectations of castor oil and derivatives. 5) Seek maximum information about the consumer, i.e. the know consumers income range,
their location, buying behavior, etc.

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AMEE LIMITED
(4) MARKETING RESEARCH:-

1. Problem identification and Objectives specification:First step of marketing research is objectives

specifications. There are many marketing research objectives likes study problem, solve problem, earn profit, satisfy customer. Objectives of marketing research of Amee Ltd are study problem like consumers, product, market competition, sales promotion, etc. Marketing research helps to solve these problems and solve problem, earn profit.

2. DEVELOP RESEARCH PLAN:After Amee Ltd is deciding marketing research objectives. Amee ltd is collecting data.

TYPE DATA USED BY COMPANY:Marketing Research process involves data related activities. Data are raw information. For solving any marketing problem, adequate, reliable, relevant and timely data are necessary. Major part of research budget, efforts, and time is occupied in collecting data. Marketing research uses two type data. (1) Primary data (2) Secondary data

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AMEE LIMITED
(1) Primary Data:Primary data mean data are collecting first time. Data are not already available in market is called primary data.

Characteristics of Primary data:Primary data constitute basic information to solve marketing problem. (1) Primary data are original data. (2) Primary data are expensive. (3) Collection of primary data takes lot of time (4) Specific methods and tools used for collecting primary data.

(2) Secondary Data:Secondary data are already available in market. Data are collecting by other institutions. Data are published data is called primary data.

Characteristics of Secondary data:-

(1) Secondary data are published data, not original data for research. (2) It is less expensive, less time consuming, less effort for collection of secondary data.
(3) They have been collected by other people for their own problem and situation in past. (4) Relevance, accuracy, and timing are main problem related to secondary.

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Amee ltd used primary data for marketing research because Primary Data are fresh and current data. Primary data are collecting by data collection method. Data collection method are many like sample survey, observation method, panel method and experimental method..

METHODS PRACTICED BY COMPANY TO COLLECT DATA:-

It is important to note that for collection of secondary data, no need to use specific methods. They are collected from various published sources. The problem of method selection arises in case of primary data. So, discussion on data collection methods is relevant to primary data only.

Data Collection Methods

Survey Method

Experimental Method

Observation Method

Panel Method
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AMEE LIMITED
(1) Survey Method:Survey method means marketing research gives

questionnaires to respondents. Respondent gives answer of question in questionnaire is called survey method. Marketing researcher taking interview, do telephone and email to respondent. He is collecting data from respondents.

(2) Observation Method:-

Observation method means marketing research is observe by camera, robot action of respondent and collecting data is called observation method. Marketing research is not asking any question to respondent for collecting data but their behavior is observed. Under this method, researcher can observe, measure or note original behavior of respondent, mostly consumer

(3) Experimental Method:Under this method of data collection, a cause and effect relationship is established.

(4) Panel Method:Panel mean permanent or sample group of respondents to obtain information continuously or intermittently. In panel method, data are collecting only form panel of respondents. When information is needed, these panels are contacted. They are provided incentives like gift or reward to encourage them provide relevant and accurate information

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willingly. Panel provides necessary information about market trends, fashion, consumer attitude, strengths of competitors.

Amee Ltd is using survey method for collection of primary data because survey method is giving relevant and adequate data. This data are more useful for marketing research compare to other method data. Survey method means marketing researcher gives questionnaires to respondents. Respondent gives answer of question in questionnaire is called survey method. Marketing researcher taking interview, do telephone and email to respondent. He is collecting data from respondents

PRIMARY DATA COLLECTION TOOLS:For collection of data, various tools are used. 1. Questionnaire 2. Printed forms for recording forms 3. Voice recorder 4. Telephone and fax 5. Computer with internet connection 6. Close circuit camera 7. Specially Programmed robot

Amee ltd is using questionnaire tool for primary data collection because Amee ltd is collecting data as required and adequate and relevant data. Company is 13

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deciding question asks and collects data. Questionnaire is most popularly and widely used tool for collecting primary data. It suits any kind of research problem. Questionnaires means it is including list of various type of questions for collection data is called questionnaires. Many questions is including in questionnaires.

Type of Question:1. Open - ended question:Open-ended questions mean marketing researcher is asking question to respondents. But researcher is not giving option of answer. Respondents are giving any answer of question is called open ended questions.

Type of open end question:a) Completely Unstructured- Respondents can answer in unlimited number of ways. b) Sentence Completion- Respondents complete an incomplete sentence. c) Word Association- Words are presented, one by one and respondents responds the 1st word that comes in mind d) Story Completion- Respondent completes uncompleted story. e) Picture- A picture of two characters, with one making a statement is shown. Respondent is asked to reply on behalf of other and fill empty balloon f) Thematic Apperception Test- A picture is presented and respondent is asked to makeup a story about what he thinks is happening or may happen.

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2. Close - ended questions:It means marketing manager is asking question to respondents and give option of answer in questions. Respondents are giving answer is called close ended question.

2. Close - ended questions:It means marketing manager is asking question to respondents and give option of answer in questions. Respondents are giving answer is called close ended question.

Type of Close ended questions:a) Dichotomous- Question with two possible answers. b) Multiple Choice- Questions with three or more answers. c) Likert Scale- A statement with which the respondent shows the amount of agreement/disagreement. d) Semantic Differential- A scale containing two bipolar words. The respondent selects the point that represents his/her opinion. e) Importance Scale- A scale that rates importance of some attributes.

Amee ltd is choosing closed ended question in questionnaires because researcher is asking question to respondents and give option in question. So, he is collecting data which is required.

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POPULATION AND SAMPLING DECESION:-

Population mean a group from which sample is drawn is called population. Population may be made up of individual, groups, areas etc. Todays marketing research projects are large. It is not possible to study all people or items under study. Most marketing research projects depend on sample survey rather than totality survey. Sampling mean it is process of selecting a few item from given to be investigated.

Benefits of Sampling:1. Sampling is time saving option.

2. Speedy assessment 3. It is economic way to conduct survey. Costs of investigating sample are far low than population.

Types of Sampling:(1) Probabilistic Sampling:-

Simple random sample- Every member of the population has an equal chance of selection Stratified random sample-The population is divided into mutually exclusive groups (such as age groups), and random samples are drawn from each group 16

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Cluster (area) sample-The population is divided into mutually exclusive groups (such as city blocks), and the researcher draws a sample of the groups to interview. Systematic Sample- Every Kth Person is to be selected. Kth Person=Population / Sample Size B. Non probability Sample Convenience sample- The researcher selects the most accessible population members Judgment sample- The researcher selects population members who are good prospects for accurate information. Quota sample- The researcher finds and interviews a prescribed number of people in each of several categories.

Population mean a group from which sample is drawn is called population. Population may be made up of individual, groups, areas etc. Todays marketing research projects are large. It is not possible to study all people or items under study. Most marketing research projects depend on sample survey rather than totality survey. Sampling mean it is process of selecting a few item from given to be investigated.

Sampling Plan- 3 decisions

a) Sampling unit: Who is to be surveyed? Selection of target population that will be sampled. I am selecting public of palanpur city.

b) Sample Size- How many people should be surveyed. I am selecting 100 persons as sample. 17

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c) Sampling Procedures- How to select the people in sample. Type of sampling is two. (1)Probability sampling. (2) Non Probability Sampling. Amee Ltd is selecting non probability sampling because company is selecting correct respondent which is providing adequate and relevant data.

CONTACT METHODS:Marketing researcher is doing contact to respondent for collection of primary data. Contact methods are following Mail questionnaire Telephone Interview Online- Internet Personal interviewing Amee Ltd is selecting personal interviewing because personal interview mean researcher is asking questions face to face to respondent and collecting data is called personal interview. Amee ltd is receiving relevant and correct data and speedy. Amee ltd is collecting fresh data from respondents. Personal interview is high expensive compare to other methods.

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(3) COLLECT DATA:To solve problem, needed data are collected as per research design. This step involves collection and furnishing of data. Data are raw information. Data mean fact, information is called data. For solving marketing problem, adequate, reliable, relevant, time data are necessary. Major part of budget, efforts and time is devoted to collecting data. Amee Ltd is using survey method for primary data collection. It is making questionnaires and it is including close ended questions. Amee Ltd is selecting sampling. It is taking personal interview of respondents. Researcher is giving questionnaires to respondents and collection data from respondents.

(4) ANALYZING DATA:Marketing researcher is collecting data. He is analysis collected data. Analysis of data gives some results. In order to draw some meaningful conclusions, data is analyzed by using appropriate mathematical tools. There is a number of data analysis techniques. Use of any of these techniques depends on type of data collected, time and costs and expertise of data analyst. Nowadays, computer based software is available at affordable price for speedy, unbiased and accurate analysis of data. Data analysis technique is giving below.

(1) Z- test (2) Standard deviation 19

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(3) Time Series (4) Correlation (5) ANOVA analysis

Q-1. Are you known about Amee castor oil and Derivatives?
PERTICULER YES NO TOTAL RESPODENT 96 04 100 PERCENTAGE 96 04 100

INTERPRETATION:In above chart, 96% respondents know Amee Castor oil and derivative Ltd. 4% respondents do not know castor Amee Ltd in palanpur city.

Q-1. Do you buy castor oil of Amee ltd? Ans:Particular Yes No Total No. of Respondents 30 70 100 Percentage 30 70

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Percentage

Yes No

INTERPETATION:I asked above questions to 100 respondents in palanpur city. 30% respondents are buying castor oil of Amee Ltd. 70% respondents are not buying castor oil of Amee Ltd. So, Amee Ltd will be do marketing more in future.

Q-2. Which company castor oil do you use? Ans:-

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Name of Company Total ltd SHJ Ltd No. Of Respondent Percentage 78 78 22 22 100

Percentage
54.00 52.00 50.00 48.00 Percentage

46.00
44.00 42.00

Total ltd

SHJ Ltd

INTERPRETATION:In above chart, 46.71% respondent (78) is buying castor oil of total ltd. 53.29 %( 89) respondents are buying castor oil of SHJ Ltd. Amee Ltd is required to launch new castor oil.

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Q -3. Why are you not Purchasing castor oil of Amee Ltd?
Particular Poor quality High price Less quantity Less availability No. of Respondents 45.00 23.00 22.00 10.00 Percentage 45% 23% 22% 10%

Less availability, 10%

Less quantity, 22%

Poor quality, 45%

High price, 23%

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AMEE LIMITED
INTERPRETATION:In above diagram, many respondents are giving reason of not buy castor oil. 78 respondents are not buying castor oil because castor oil of Amee ltd is poor quality. 95 respondents are not buying castor oil because castor oil of Amee ltd is high price. 36 respondents are not buying castor oil because castor oil of Amee ltd is less quantity compare to other company. 56 respondents are not buying castor oil because castor oil of Amee ltd is less availability in near place Gujarat.

Q-4 From where did come to know about castor oil?

Source advertisement Newspaper Hoardings Television Internet Total 19 16 11 9 55 34.55% 29.09% 20 % 16.36% 100% of No of Respondent Percentage

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35.00% 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00%

34.55%

29.09% 20% 16.36%

Newspaper Hoardings

Television

Television

INTERPRETATION:Here in above chart we see that 33.55% people have given preference given to newspaper for purchasing decision of Castor oil then 29.09 % people have given preference to hoardings and then 20 % and 16.36 % people have given preference to television and magazine from above analysis can suggest the company should give more advertisement of television and television.

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Q.5 What is the price of the Castor oil of Amee Ltd? Ans:-

Price Rate High Affordable Low Total

No of Respondent 22 22 11 55

Percentage 40% 40% 20 % 100 %

Low, 20% High, 40%

Affordable, 40%

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INTERPRETATION:Here we can see good quality of Castor oil as all most respondents 60% respondents have given it is affordable from this we can see that value for the money. 40% respondents are saying price of castor oil high.

Q.6 Are you satisfied by the service provide by Amee Ltd?

Satisfied

No of Respondent

Percentage

Yes No Total

55 0 55

100% 0% 100 %

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100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Yes No 0 100%

INTERPRETATION:-

Castor oil gives total of 6 free services to the customer so it can be said that the entire respondent would be satisfied by the free service as per the chart also we can see that the entire respondent are satisfied by the service provided by the company.100 % respondents are satisfied service through Amee Ltd.

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Q-7. What is rate of design of Castor oil of Amee Ltd?

Particular

No of Respondent

Percentage

Best Better Good Moderate Total

19 17 11 8 55

34.55 % 30.91 % 20 % 14.55 % 100%

34.55% 30.91% 35.00% 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% Best Better Good Moderate 20% 14.55%

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INTERPRETATION:The Quality of Castor oil can be said as the best part of it as we can see that all most 85% respondent have given best, better and good so we say that all most the people are satisfied by the quality of Castor oil.

Q-8 Amee Ltd is requiring do change in castor oil?

PERTICULAR
INCREASE NO CHANGE DECREASE TOTAL

RESPODENT 97 2.5 0.5 100

PERCENTAGE 97 2.5 0.5 100

RESPODENTS
increase no change 2%1% decrease

97%

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Dear sir/ madam, I am the student of S.K. College of Business Management in Patan. I am conducting a project on Marketing Research of Amee Ltd. It will be very thankful if you can spare of your precious time in filling this form. We ensure you that the information collected is for academic purpose only.

(1) Do you heard about castor oil of Amee Ltd? Yes No

(2) How much you buy castor oil of any company? 5 liters 10 liters

(3) Which is company castor oil buy? Total Amee SJH Other

(4) What is Quality of Castor oil of Amee ltd? Best Better Very poor (5)What is Price of Castor oil of Amee ltd? High Moderate Very low 31 Low Reasonable Good Poor

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(6)Timely delivery of Castor oil of Amee ltd? Satisfied Dissatisfied

(7)What is Availability of Castor oil?

Yes

No

(8) Is there any promotional offer for you? Yes No

If yes, write here. (9) How much buy castor oil of company in one year?

5 liters 15 liters

10 liters 20 liters

(10) From where did come to know about castor oil of Amee ltd?

Newspaper Television PERSONAL DETAIL:-

Magazine Internet

Respondents name:Address:-

Mob. No:-

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Hypothesis:Test-1 Whether 50% of the product of Amee Ltd?

P=0.5 Q=0.5 n=201 =0.05 P1=127/201=0.632

respondents

are

aware

about

H0: P=0.5 (50% of the respondents are aware about Product of Amee Ltd.) H1: P<0.7 (Less than 50% of the respondents are aware about Product of Amee Ltd.

^x= (PQ/N)
= [(0.5) (0.5)/201]
= 0.00124 = 0.0352 Upper limit =P

- *z
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AMEE LIMITED
=0.5 - (0.0352) (1.64) = 0.5-0.0577 = 0.4422

Rejection region

Acceptance region

LL-0.4422

0.50

0.632

Here, the sample mean P1=0.632 > Lower limit so we accept the null hypothesis and reject the alternatative hypothesis. So, 50% of the respondents are aware about Product of Amee Ltd.

Test -2 Whether 50% of respondent's choice is Amee Ltd.

P=0.50 Q=0.50 n=201 =0.05 P1=88/201=0.438 34

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H0: P=0.50 (50% of Respondent's choice is Castor oil) H1: P>0.50 (more than 50% of Respondent's choice is Castor oil)

^x= (PQ/n)
= [(0.5) (0.5)/201]
= 0.00124 = 0.0352

upper limit =P

+ *z

=0.5+ (0.0352) (1.64) = 0.5+ 0.0577 = 0.5577

Acceptance region

Rejection region

0.50

UL-0.5577

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Here, the sample means P1=0.438 < Upper limit. So its inside of acceptance region. So we accept the null hypothesis.

Test-3 Whether 20% of respondents never collect the invoice?

P=0.20 Q=0.80 n=201 =0.05 P1=33/201=0.164

H0: P=0.20 (20% of respondents are never collecting the invoice) H1: P<0.50 (more than 20% of respondents are never collecting the invoice)

^x= (PQ/n)
= [(0.2) (0.8)/201]
= 0.000796 = 0.0282

Upper limit =P

+ *z
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=0.2+(0.0282) (1.64) = 0.2+ 0.0462 = 0.2462

Acceptance Region

Rejection Region

0.164

0.20

UL-0.2462

Here, the sample means P1=0.567 < Upper limit. So its inside of acceptance region. So we accept the null hypothesis.

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Customers are less knows about companys castor oil. Customers are highly satisfied with Amee castor price. Most of customer is satisfied scheme with castor oil. Amee Ltd credit period was short than other brand castor oil credit period.

So customers are satisfied with Amee Ltd. Amee Ltd is easily available in markets. Employees are very satisfied with the place of work. Employees are strongly satisfied with the housing facility.

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After completing the deep analysis about Customer satisfaction. I forward the following recommendation based on my finding. Company should more focus on advertising in Palanpur city. Should provide signboards to the retailer. Outdoor advertising are very useful to the selling The city public bought their daily castor oil from the nearest place so our product must be available in the most of the parlors. Cities public purchase most items from the parlors. So our product should be available in the parlors. Open companys booth in high performing place. And also product available in milk centers like -Palanpur and nearest of developed areas. Amee Limited is doing wall paints, give ads in newspaper of castor oil because company is doing aware all customers It will be give high discounts to customer when customer is buying more liters of castor oils. It will be give scheme or gift to customer when any festival is coming. It will be give practical use of castor oil.

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