3-Fresh Finished Content

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CHAPTER- I
INTRODUCTION
1.1 PROFILE OF THE COMPANY
PONDICHERRY AGRO FOODS PRIVATE LIMITED, the pioneers in the field of

manufacturing Wheat Flour (Maida & Atta), Semolina (Cream of Wheat or Rava) and Bran under
TV-TOWER brand name.
1.1.1 PROMOTOR
PONDICHERRY AGRO FOODS PRIVATE LIMITED., is headed by

Shri.G.N.SARAF, Chief Executive Officer (CEO), who has wide experience and expertise in
running flour mill successfully for several years. The entire expansion effort is being
undertaken by the next generation and is spearheaded by Mr. S.RAJESH KUMAR SARAF
and Mrs. R.SARIKA RAJESH SARAF, Directors of Pondicherry Agro Foods.
1.1.2 HISTORY OF COMPANY
PONDICHERRY AGRO FOODS PRIVATE LIMITED.., was set up in 1981 to process

flour based products under its original name Pondicherry Flour Mills near the erstwhile French
Colony of Pondicherry. Veteran Industrialist Mr.G.N.SARAF established this manufacturing and
processing facility to cater to the domestic demand for flour products like Wheat Flour (Maida &
Atta), Semolina (Cream of Wheat or Rava) and Bran. The facility was unique at the time since it
was the first to incorporate State-of-the-Art German machinery to ensure a World Class Product in
an essentially common food industry.
The intention of Pondicherry Agro Foods from the beginning was to be a premium and high
quality producer of agro food products. When they started, their production was less but there was a
huge demand in the market for the wheat products.
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During this 26 years they have undergone so many expansion with well financial background
formed from the income of the company. Now there are around 4 other units also in Pondicherry
itself and even after that they are moving with all the customers with new products and
Developments. This thinking continues even today as the CRYOGENIC SPICE DIVISION takes to
its wings to supply a range of high quality spices unmatched in its aroma, color, texture and hygiene.
The customers are being given very good services and they also satisfied and the repeated
orders are coming from the market. They have good reputation in payments to the suppliers and to
their employees too. When the unit started they were aiming to cater to all the regional markets in
Southern India and they worked on it. They got good reports from the customers about the quality
and it had a wide spread in the market indirectly and the customers are increased by giving the good
quality products, they are gradually growing in their vision on “To be Pioneer in FLOUR
DIVISION”.
1.1.3 ISO-22000:2005 and AGMARK CERTIFICATION
The company is certified by ISO-22000:2005 and AGMARK for quality management

system. The company has its own laboratory inside the concern to check the quality of raw material
hired and the finished products too on day to day basis. The company also sends their finished
products to ISMT (INTERNATIONAL SCHOOL OF MILLING TECHNOLOGY),
CFTRT (CENTRAL FOOD & TECHNOLICAL RESEARCH INSTITUTE), Mysore for their
quality check. This process is a routine work and is carried often by checking once in every three
months and the Institute assures for the company’s product.
1.1.4 FACTORY AREAS
The company is located at Thiruvandar koil in 14 acres with good greenish parks and noise
free environment. There are vast stacking points to store the raw materials and finished products
separately in a safe way. The company has a well equipped laboratory with sufficient testing tools
for their quality check. Weighing, packaging tasks are separately carried out in a division with
proper care and clean. Separate dinning halls and dormitory provided with basic facilities for both in
and for outsiders and being taken care of separate cleaning units.
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1.1.5 PRODUCT LINE
• Wheat Flour (Maida & Atta)

• Semolina (Cream of Wheat or Rava)
• Bran
This is most useful for daily use to the humans. Their products are extremely elegant and
widely used by the people. The products made are manufactured in a more hygienic and regular
check for their finished products is often made to attain a good quality.
1.1.6 PRODUCTS AVAILABLE IN THE FOLLOWING READYMADE PACKAGES
The retail market of Pondicherry Agro Foods is extensively covered under the
"T.V. Tower" brand which has been a well established name in households across the region.
PRODUCTS IN KILOGRAMS
Maida 90 50 10 5 1 ½
Sooji 90 50 10 5 1 ½
Atta 90 50 10 5 1 ½
 MAIDA
Maida flour is super refined wheat flour used to make a wide variety of food items like
Poori, Chappathi, Parathas, etc. Maida is sometimes referred to as "All purpose flour." In
India, Maida is used to make pastries and other bakery items like bread, biscuit, pizza, toast etc
 ATTA
Atta is a form of wheat flour commonly used in South Asian cooking. It is whole wheat flour
made from hard wheat. Hard wheat’s have high protein content, so dough’s made out of Atta
flour are strong and can be rolled out very thin. Breads made from Atta flour include
Chappathi, Roti and Poori.
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It is obtained when the complete wheat grains are ground to get flour from which nothing is
removed. It is creamy / brown in color and relatively coarser as compared to flour. Since there are
no removals from Atta all the constituents of the wheat grain are preserved.
Traditionally, Atta is made by stone grinding process, a process which imparts a

characteristic aroma and taste to the bread. High Bran content of Atta makes it a fiber rich food. The
high temperatures of friction reached in a "CHAKKI" (stone grinder) are of the order of 110-125
deg C. At such high temperatures the carotenes present in the bran tend to give out the characteristic
roasty smell of Atta and contribute to the sweetness of the Atta.
 RAVA/SOOJI/SEMOLINA
Semolina is used to make such delicacies as Rava dosa and Upma. It can be used as an
alternative to corn meal to 'flour' the underside of fresh pizza dough to prevent it from sticking to
the peel. In bread making, a small proportion of semolina added to the usual mix of flour produces
a tasty crust.
1.1.7 QUALITY POLICY
We, at Pondicherry Agro Foods Private Ltd, are committed ourselves to process and supply
safe and quality wheat products from Flour Mill Division and spice product from Spice Division
to our customers at all times through the following initiatives and maintenance.
• Ensuring HACCP plan is implemented and followed.

• Training all employees periodically on GMP and food safety.
• Continual improvement through modern tools and methods for ensuring Safe and Quality
product.
• Periodically review of HACCP study and review after any changes in process.
• Continuously interact with suppliers and educating suppliers for upgrading them to
supply safe products and materials.
• Conforming to relevant statutory and regulatory requirements.
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1.1.8 CLIENTELE
Bulk users consumes directly from company are

• CAVIN CARE – Cuddalore
• BRITTANIA – Pondicherry
• ANIL VERMICILLI – Dindugal
• MODERN BREADS – Chennai
• MODERN BREADS – Chennai
• KALYANI FOODS – Pondicherry
• VENKATRAMANA FOODS – Villupuram
1.2 PPP-PRODUCTION PROCESS
1.2.1 MANUFACTURING FACILITY
The flour mill industry is one of the need based industry. This industry came in to
existence to produce good flour. The manufacturing plant is most modern, spread over an area of 1.5
acres. All our-products are manufactured on latest machineries which are imported from
GERMANY, FORCHRITT, NAGEMA and BUHLAR machines are used for various stages. All our
machines are operated and maintained by highly trained superiors and employees. The unit has a
capacity of consuming 80 tones of wheat per day to produce its products.
1.2.2 FUNCTIONING OF THE UNIT
The unit is functioned by three shifts per day. It is a routine process which is carried apart
from the National holidays. Each shift carries 8hours duty, such as
• I-SHIFT 6am-2pm
• II-SHIFT 2pm-10pm
• III-SHIFT 10pm-6am
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There are weekly off to the employees who are working in the unit and the administration
personnel’s has their weekly off on each Sunday’s.
1.2.3 OPERATION OF THE UNIT
The objective of the unit is to extract as much as possible endosperm in as pure flour form as
possible with least or no contamination with bran or germ, and to reduce the endosperm so obtained
into the desired particle size. The unit is processed with highly equipped machineries. Where they
produce wheat based products. They have got a range of products such as ATTA, MAIDA,
SEMOLINA, and BRAN. The raw materials (wheat) are hired from northern states such as Punjab,
Haryana, Madhya Pradesh, Uttar Pradesh, and Rajasthan.
The process of wheat products consists of four stages
• Storage and Pre cleaning.
• Main Cleaning and conditioning of wheat.
• Milling of wheat for different products.
• Packing and Forwarding.
They use different types of high qualified wheat such as,
RAJ WHEAT, TUKDI WHEAT, LOKWAN WHEAT, MILL QUALITY WHEAT
In the mill lots of activities are taking place to get the required finished product. Primarily they are
• Procurement store of raw materials.
• Pre cleaning and storage in bins.
• First cleaning.
• Second cleaning.
• Milling.
• Finished product handling and storage.
The company has a good cleaning and milling section apart from the raw material stacking
points. Wheat is a naked kernel. It is not having any husk like in paddy to protect it. The wheat is
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also having a crease unlike other cereals. It has only bran layers for protection and they are very
rough. Dust will get accumulated onto its surface and inside ifs crease. The growth of
microorganism is there over the surface of the kernels.
The wheat on arrival at the mill will have a lot of impurities like immature kernels, broken
wheat, cha1f, sticks, mud balls, stones, seeds and weeds etc.. Cleaning is done to separate very
coarse impurities like big stones, sticks, hollow kernels. Some medium type impurities like
shriveled wheat (immature kernels) broken wheat and some light impurities like dust, insect
infestation etc... With the cleaning the storability of wheat is improved.
During cleaning wheat is passed through the aspiration channels that is to say that wheat is
passed through a stream of air. By aspiration apart from removing the light impurities the wheat is
also cooled. Since wheat itself is a living organism, it respires. By aspiration apart from cooling
and removing of dust a major load of microorganism present around the surface of wheat and dust
is removed. Moisture and heat are the two things that activate respiration. So by aspiration they are
controlling or slowing down the respiration there by the storability improves. Hence a good
cleaning is made as such in the unit.
In the mill generally cleaning section is divided into three sections. They are Pre-cleaning,
First cleaning and second cleaning. In cleaning they use conveyors to move the wheat horizontally
and elevators to move the wheat from bottom floor to top floor. From top floor after cleaning in a
machine it is moved to the machine on the floor beneath by gravity.
1.2.4 PRE-CLEANING
The capacity of pre cleaning is 5 to 6 times that of the mi1Iing. The diameter of wheat is
around 6mm. In this cleaning impurities above 6mm and below 2.5 mm are removed. The bigger
impurities are removed to minimize the damages to the successive machines and to avoid chocking
of pipelines. In this section the wheat from ground floor is lifted to top floor by conveyors and
elevators and passed to the rotary separators and vibro separators. They have 2 or 3 decks. The top
deck will have 6 or 8 mm perforated sheets to remove larger impurities and the lower deck will have
2..5 or 3 mm sheets to remove lower deck will have 2.5 or 3 mm small seeds, mud, sand, dust etc.
By removing sand which is highly abrasive in nature the wear and tear of the other machines are
minimized. Then the wheat is passed through the aspiration channels to remove lighter impurities
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that can float in air and to cool the wheat. Then it is passed through a magnetic separator to remove
ferrous impurities and to a second elevator that will lift the wheat to top floor and pass on to the pre-
cleaned BINS.
1.2.5 FIRST CLEANING
The capacity of the first cleaning is that of the milling be first cleaning is necessary be
because the quality of the finished product is affected otherwise. We draw the wheat from the pre
cleaned bins through conveyors and lift it to the top floor by 3rd elevator and pass it to the Disc carter
separator in which we remove other seeds, weeds and broken wheat. Then passing the wheat to the
floor beneath by gravity to the dry de stoner to remove stones. If we don’t remove the stones it will
be spotted in semolina (Sooji or Rava) as specks. More over the stone in flour is hazardous to health.
After removing stones it is passed to the flour beneath by gravity to a scourer. Where the wheat is
thoroughly rubbed to remove the dust adhering to the outer surface then it is passed on to the 4 th
elevator that will lift it to the top floor to a dampener. In the dampener moisture is added carefully
after finding out the initial moisture of wheat. To have good finished flour with least or no
contamination of bran, moisture addition is necessary. After dampening the wheat is given a resting
time in the bins. On addition of moisture the bran absorbing the moisture will become tough and
will behave like wet leather. Where in the endosperm will mellow down during the resting time.
This behavior is used during milling.
1.2.6 SECOND CLEANING
This is done after we give enough resting time to wheat in conditioning bins. On addition of
moisture to the wheat, during conditioning the outer layer of bran will get loosened like snake skins.
This loose bran is removed in a polisher or brush machine. Where the wheat is scrubbed again and
again and loose bran is removed by aspiration and passed on to a separator to remove impurities left
over if any. After this the wheat is stored in a ready bin for milling.
1.2.7 MILLING SECTION
In this section to lift the wheat after milling they employ pneumatic lifts, where they use
high-pressure fans that produce air with high pressure and velocity. Each type of product will have
its own terminal velocity above which that particular product will start f1oating in air. In
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pneumatic lift is the air is set in such a way that the velocity in that lift is more than the terminal
velocity of the product passing through it.
In flour milling they don’t exactly grind the wheat as do in chakki mills. They cut open the
wheat kernels and scrape the endosperm. Due to the conditioning in the cleaning section not much
of bran cutting is done and the endosperm being mellowed during -conditioning it is easy for us to
scrape them. To do this they employ chilled cast iron rolls.
These rolls are set in roller bodies. Each roller body has two sections, and each section has two
rolls rotating in opposite directions. Each section has a different job to do. In milling side we have
two sections, and they are Break section and Reduction section. In break section the rolls are having
grooves on their surfaces. In reduction section they are smooth. All these sections of roller bodies
are connected to pneumatic lifts. The products ground in the roller sections are titled to the top floor
by the pneumatic lifts. Where, we have set of cyclones.
Each lift is connected to a cyclone. In the cyclones the receiving side is offset from the center
of the cone there by giving a cyclic action inside the cones. These cyclones are seated over air seals
which will not allow false air to pass in to the cyclones wherein the products hitting & the wall and
sliding over the wall of the cones of the cyclones lose its terminal velocity and drop on to the air
seals which will convey the product over to the plan sifter. Products of same granularity and same
content of bran is passed on to one section of roller body section for further reduction in size, again
lifted and again shifted and the process continues till we get uniform granularity of finished product.
In the roller flour mills PURIFIERS are also employed. They are the sifters moving in
inclined plane and are used to purify the stock of coarser granulation produced during break
operation. The wheat from ready bin is passed to the 1st break rolls where we cut open the kernel
and the endosperm. This product is passed to the sifter through lifts assigned for this section where
the product is graded in to different sizes depending on the granularity. The coarser product will
come to the second break where again it is scraped and so on During these break operations we take
maximum care not to fragment the size of bran in to finer sizes because if it is finer during sitting it
will join the finished product and it will be impossible to remove them. There by detoriate the
quality of finished product.
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During the break operation we remove endosperm with contamination of bran, which is
sticking to the endosperm particle and also the endosperm without contamination of bran, which
are separated during sifting and purification. The product with same granularity and same amount
of contamination are sent to same section of reduction rolls for further reduction in sizes. In the
sifters different products in different sections, we get a small quantity of flour from each section
which are of same granularity but different in quality. Depending on contamination of bran during
break and reduction operations the quality of flour will be different from section to section. All
these flours are sent to a conveyor where they are mixed to get a uniform quality. This flour is sent
to packing.
The different types of finished products are
• MAIDA - Used to make Breads, Pantry items, Pastries and Indian breads like
Parathas, Naan. etc.,
• SUJI (OR) RAWA - Used to make pasta products and in India mainly used for
Sweets, Kanji, Upma.
• ATTA - Used as staple food in India for making Indian breads like Chapathi, Roti
etc
• BRAN - Used directly as cattle feed manufacturers as raw materials.

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1.3 ORGANIZATIONAL CHART
CEO
GENERAL
MANAGER
ASST. GENERAL
MANAGER
Maintenance Manager Factory

Production Flour Mill Quality Marketing
Manager Engineers Manager
Division Assurance
Department
Technical Asst. Asst. Sales

Manager Electricians Manager Chemist Officer
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Administrative Sales
Shift In Operators Representative
HR- Officer
charge
Sales Men
Fitters Planning Purchase
Delivery
Section
Stores
Roller Man
Loading &
Unloading
1.4 MARKETING ACTIVITIES
The marketing activities are carried by Marketing manager in the company, where they has
two main stockiest in Pondicherry for the small packs such as 1kg, 5kgs and 10kgs. 90kgs packs are
supplied to wholesalers. Thereby, they sell the products to the retailers. The products of TV
TOWER are marketed in Pondicherry, Cuddalore, Villupuram, Dindivanam, and Chennai and in
Cochin. The company gets direct orders from many bulk users from different areas. TLO (Trade
Load Offers are given to the intermediaries. The TV-TOWER brand products has a wide and good
demand in rural and in nearby district markets. The products are fast moving in the market other
than their competitors due to quality, price and easy deliver.
They deliver their products on time to the bulk users whenever the order places directly to
the company through their own transportation facilities.
1.6 DISTRIBUTION CHANNELS

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MANUFACTURER MANUFACTURER MANUFACTURER
END USERS AGENTS WHOLESALERS
RETAILERS
END USERS RETAILERS
END USERS
END USERS
NEED FOR THE STUDY
• The success of marketing depends on the customer satisfaction. To satisfy the customers, the
marketer should know clearly about the perception of consumers towards their products.
What the consumers feel about their products and what are their expectations.
• The success of any manufacturing organization depends largely on the customers and this
study carried in order to know what actually the consumers feel about TV-Tower brand and
its products.
• The study helps the management to know where they actually stand in the minds of the
consumers.
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• The study was mainly undertaken to identify the customer’s perceptions in the aim of
customer retention and in order to create ways to develop a new market.
• The study is useful to the management to know how loyal their consumers are.
• The study helps the management to identify the consumer’s expectation about TV-Tower
brand for making further improvements.
• The study will clearly state to the management, about their brand position in the market and
in the minds of consumers among other brands.
CHAPTER – II
REVIEW OF LITERATURE
2.1 PERCEPTION
• Perception can be defined as the process by which an individual selects, organizes, and
interprets stimuli into a meaningful and coherent picture of the world.
• It is a process through which incoming stimuli are given meaning; a process through which
we make sense out of the world.
2.1.1 PERCEIVED RISK
A. Anxieties felt
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• Consumes cannot anticipate the outcomes of a purchase

• Believe that there may be negative.
B. Marketers try to reduce a consumer’s perceived risk and encourage purchases by strategies such
as providing
• Free trail of a product

• Securing endorsements from influential
• People providing warranties and guarantees.
2.1.2 INFORMATION PROCCESING (WHAT DO YOU PERCEIVE)
1. EXPOSURES - People are eligible to perceive - are your customers exposed to your messages..?
2. ATTENTION - Engagement of processing capability.
Do your customers pay attention to your messages..?
3. COMPREHENSION - organization of stimuli - Do the customers understand your messages..?
4. ACCEPTANCE – Persuasion..? Do your messages convince customers of what you are saying..?
5. RETENTION - Do they remember them..?
6. SENSORY MEMORY - short-term & long-term memory
2.1.3 INFORMATION PROCCESING (WHAT DO YOU PERCEIVE)
The process by which an individual uses information to create a meaningful picture of the world
by,
• Selecting,
• Organizing,
• Interpreting.
1. Selective Perception
A. Filtering
• Exposure,
• Comprehension and
• Retention
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B. In the human brain’s attempt to organize and interpret informations.
2. Selective Exposure
A. Consumers can pay attention to the messages that are consistent their own
Attitudes and Beliefs.
B. Consumers can ignore the messages that are inconsistent
3. Selective Comprehension
A. Involves interpreting (distorting?) information so that it is consistent with

Person’s Attitudes and Beliefs.
4. Selective Retention
A. Consumers do not remember all the information they see, read or hear.
5. Subliminal Perception
A. Consumers see or hear messages without being aware of them.

B. This is a hotly debated issue with more popular appeal than scientific support.
C. Research suggests that such messages have limited effects on behavior.
2.1.4 THE NATURE OF PERCEPTION
Information Processing for Consumer Decision Making

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EXPOSURE
Random ------------------ Deliberate
P
E
R ATTENTION
C
E Low Involvement -------------- High Involvement
P
T
I
O INTERPRETATION
N Low Involvement ------------ High Involvement
Short term MEMORY Long Term
Active Problem Solving Sorted

Experience
Values,
Decision,
Rules, Feelings
PURCHASE AND CONSUMPTION

DECISION
2.1.5 CONSUMER PERCEPTION THEORY
Consumer - cultural filters - perceived needs - active experience - perfect timing -

positive perception - fits needs.
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CPT MODEL
CONSUMER
No Perceived Need Perceived Need
No/Inactive Experience, Bad

Timing Active Advertising
Experience
Negative Perception, Positive Perception,

Doesn’t Fit Needs Fits Needs
Purchase
No Purchase
Consumer Perception Theory (CPT) illustrates and explains one method through which
advertising is effective. There are two basic concepts that need to be accepted in order for CPT to be
understood: cultural filtration, perceptual reality.
Cultural filtration is simply the reason that people perceive day to day life differently from
one another. Each person is unique and has had a unique set of life events that shape the way they
experience. An easy way of understanding cultural filtration is by comparing the cultural filter to a
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pair of sunglasses. When we wear tinted glasses we view the world as being the color of the lens, the
same applies with our cultural filters. We gather our experiences on a wide variety of topics
(politics, education, experience, vocabulary, travel, geographic location, cultural knowledge,
tradition, family, heritage, race, ethnicity, sexuality, habits, etc) and form our own unique cultural
filter. It is through this unique filter that we experience everything, including advertising. In the
model above the pink tinted rectangle represents the cultural filter.
With cultural filtration in place, we can proceed through the steps of the model which
define the theory. The process of CPT starts with the consumer: an individual toward which the
message is directed. The consumer must first have a perceived need or want, and then actively
experience an advertisement in the product category where the need or want exists. It is a catalyst
for the model if this advertisement occurs at strategic timing in the process. After exposure, the
consumer forms an opinion about the product.
This perception becomes the reality of that product to the consumer. It is possible that this
truth could change with exposure to competitive messages from a wide variety of sources (other
media, friends, advice columns etc). If, however, the product is perceived, and therefore assigned the
truth, of being positive it is then evaluated as to whether or not it fills the need or want. If it does
indeed fit the need, it is likely that the consumer will proceed to the purchase stage of the model. In
the purchase stage the consumer decides to purchase or not to purchase the product. Again, there are
a number of variables surrounding this decision, as surround each step and decision in the model.
2.1.6 FACTORS AFFECTING SENSORY PERCEPTION
Stimulus factors
• Visual cues: color, shape, and size.
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• Aural cues: tempo and pitch.

• Olfactory cues: sweet, bitter, and floral.
• Tactile cues: soft, coarse and silky.
Individual Response Factors

• Sensory acuity: the capacity to recognize and differentiate among
certain sensory cues.
• Sensory preferences: sensory product features are perceived and
evaluated based on consumers’ preferences.
• Consumer expectation: it affects how certain product features are likely
to be perceived and evaluated.
2.1.7 STIMULUS FACTORS AFFECTING GESTALT PERCEPTION
• Color, Symbols and contrast

• Size, Intensity
• Position – proximity
• Isolation
• Unity
• Closure – need to fill in and complete
• Outstanding ness – figure and ground
• Stimulus generalization – e.g. look alike products
• Stimulus discrimination – Perdue chickens
• Context or setting
• Frequency – how often is it seen.?
• Movement – is it different.?
• Odour
• Taste
2.1.8 INDIVIDUAL FACTORS AFFECTING GESTALT PERCEPTION
• Interest
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• Involvement
• Needs
• Values
• Cognitive set
• Ability to perceive
2.1.9 SOME INTERNAL PSYCHOLOGICAL FACTORS INFLUENCING CONSUMER

CHOICE
The directive, information-processing aspects of the personality are described in

terms of eight successive steps:
• Exposure,
• Perception,
• Comprehension,
• Agreement,
• Retention,
• Retrieval,
• Decision making, and
• Action.
Each of these steps is illustrated by recent psychological research. The dynamic,

motivational aspect of human personality is described more briefly in terms of 16 basic human
motives that have received attention in recent psychological research.
2.1.10 CONSUMER BUYER BEHAVIORS

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The buying behavior of final consumers-individuals and households who buy goods and
services for personal consumption.
Characteristics Affecting Consumer Behavior
Consumer purchases are influenced strongly by cultural, social, personal and

psychological characteristics.
Cultural Social Personal Psychological
 Culture  Reference groups  Age and life cycle  Motivation

 Sub culture  Family stage  Perception
 Social Class  Role and status  Occupation  Learning
 Economic  Beliefs and
situation attitudes
2.1.11 CULTURAL FACTORS
Cultural factors exert a broad and deep influence on consumer behavior. The marketer needs
to understand the role played by the buyer’s culture, subculture, and social class.
• Culture
Culture is the most basic cause of a person’s wants and behavior. The set of basic
values, perceptions, wants and behaviors learned by a member of society from family
and other important institutions.
• Social Factors
A consumer’s behavior also is influenced by social factors, such as the consumers small
groups, family, and social roles and status.
• Group
Two or more people who interact to accomplish individual or mutual goals. Group that
have a direct influence and to which a person belongs are called membership groups.
• Family
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Family members can strongly influence buyer behavior. The family is the most
important consumer buying organization in society, and it has been researched
extensively. Marketers are interested in the roles and influence of the husband, wife, and
children on the purchase of different products and services.
2.1.12 PERSONAL FACTORS
A buyer’s decision also are influenced by personal characteristics such as the buyer’s age
and life cycle stage, occupation, economic situation, lifestyle, and personality and self- concept.
• Age and Life-Cycle Stage
People change the goods and services buy over their lifetimes. Tastes in food, clothes,
furniture, and recreation are often age related. Buying is also shaped by the stage of the
family life cycle- the stages through which families might pass as they mature over time.
Marketers often define their target markets in terms of life-cycle stage and develop
appropriate products and marketing plans for each stage.
• Occupation
A person’s occupation affects the goods and services bought. Blue collar workers tend to
buy more rugged work clothes, whereas executive buy more business suits. Marketers
try to identify the occupational groups that have an above average interest in their
products and services. A company can even specialize in making products needed by a
given occupational group.
• Economic situation
A person’s economic situation will affect product choice. Marketers of income sensitive
goods watch trends in personal income, savings, and interest rates. If economic
indicators point to a recession, marketers can take steps to redesign, reposition, and
reprice their products closely.
• Lifestyle
A person’s pattern of living as expressed in his or her activities, interests, and opinions.
2.1.13 PSYCHOLOGICAL FACTORS
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A person buying choices are further influenced by four major psychological factors
 Motivation
 Perception
 Learning
 Beliefs
 Attitudes.
• Motivation
A need that is sufficiently pressing to direct the person to seek satisfaction of the need.
Psychologists have developed theories of human motivation. Tow of the most popular
the theories of Sigmund Freud and Abrahain Maslow - has quite different meanings
analysis and marketing.
The Freud suggested that a person does not fully understand his or her motivation. If
Anna Flores wants to purchase an expensive camera, she may describe her motive as
wanting a hobby or career. At a deeper level, she may be purchasing the camera to
impress others with her creative talent. At a still deeper level, she may be buying the
camera to feel young and independent again.
• Learning
Learning describes changes in an individual’s behavior arising from experience.

Learning theorists say that most human behavior is learned. Learning occurs through the
interplay of drives, stimuli, cues, response, and reinforcement.
• Belief
A descriptive thought that a person holds about something.
• Attitude
A person’s consistently favorable or unfavorable evaluation, feelings, and tendencies

toward an object or idea.
25
2.2 REVIEW OF LITERATURE FROM ARTICLES
2.2.1 PERCEPTION IS REAL; REALITY IS NOT
Article by, DANIEL SITTER, Author of the popular award-winning e-book,
According to Daniel sitter, Perception Is Real; Reality Is Not. In the real world, it is an
absolutely true statement that you should memorize and repeat daily. Reality may at times confuse
our senses.
“..What appears to be reality actually is not real; our perception of reality is what is actually
real to us...”
Perception is actually more important than reality in the present business, particularly
marketing and advertising. Insensitivity and indifference will fan the flame of customer anger and
possibly lead to a lost customer. Paying more attention to customer perception will supercharge your
customer service reputation and subsequent sales figures.
2.2.2 MARKETING'S FIRST RULE: PERCEPTION IS REALITY
Article by, PHIL GRISOLIA.
Phil defines perception as “...A mental grasp of objects, qualities, etc. by means of the
senses; awareness; a specific idea, concept, impression...” In short, it’s what the public – as well as
your current customers – thinks about a company, its products, and its services..”
He says perception is as the Horse and Customer loyalty as the cart. Where the perception
leads the direction for the loyalty as horse pulls the cart in the right path. Creating perception is a
process, not destination. It’s a continuing process. The perception of a business—
• what it is,
• what it does,
• what it offers.
It is something that requires periodic updating as the times and the expectations of its
customers and public image. E.g.: PEPSI Vs COKE; TOYOTA Vs FORD.
26
2.2.3 THREE AFFECTS THAT PERCEPTION HAS ON YOUR SUCCESS
Article by, JASON OSBORN,
Janson says that the level of success is on our perception. If our perceptions on certain things
are off a little it will have a large impact on your success. He puts up three factors as
• SET-UP YOUR ATTITUDE – If we go in a situation with a positive perception about

something then we will generally have a bad attitude about it, when having a great
perception on something will lead to great attitude and generally seize more opportunities.
• AFFECTS YOUR AFFECTIONS – Perception affects our attitude and also our actions.
Whereas our actions will determine what kind of result we will have if those actions are
consistent, that will bring success
• AFFECTS YOUR DECISIONS – Bad perception will lead to bad decisions; we could
make wrong decisions due to misconception. The best is to do is to not prejudge things.
2.2.4 PERCEPTION – CONSUMER BEHAVIOR and CRM
Article by, WILLIAM J. MC.GUIRE..
Perception is the second major psychological factor that influences consumer behavior.
People receive messages through our five organs viz., eyes, ears, nose, mouth and skin, The
different sights, sounds, smells, tastes and sensations that we feel are knows as stimuli.
William says as, Perception helps to explain the phenomenon of why different individuals
respond differently to the same stimulus under the same condition. As a marketing manager, you are
providing stimulus to your consumers through the physical shape, color, size, fragrance, and feel,
taste of your product, its package, advertisements and commercials.
Your interest is to understand why and what different types of perceptions are associated
with each of the stimuli so that you can highlight that particular stimulus or combination of stimuli
which evokes the most favorable perception in the maximum number of consumers.
27
2.2.5 THE INFLUENCE OF ORIGIN AND VARIETY OF CONSUMER PERCEPTIONS
Article by, AUTHOR R. ALVENSLEBEN, T. MEIER..
He addresses on the psychological factors causing distortions in the consumers' perception of

product quality. He says “Perception is subjective and selective information processing. In the case
of habitual buying, rather simple information processing”
He puts forward an example as the consumer perception differs to various products quality.
The taste perception of field grown tomatoes has a positive direction, while glasshouse tomatoes
demonstrate a negative halo-effect. In general, the appearance of product is the dominant criterion
for consumer perception. However, a significant segment of the consumer population may use the
information on the origin and the production method as additional information.
2.2.6 CUSTOMER PERCEPTION STUDIES
Article by, SMI (Strategic Metric Institute)
They say service quality, trust and commitment are extremely important issues in today's
dynamic marketplace. It is crucial to have customers with high levels of trust and commitment in
order to maintain a customer retention base.
Strategic Metrics is a full-service custom market research firm, where they use a variety of
research methods to evaluate a customer's perception of client's offerings. In addition, SMI also
provides customer perception information for competitors in competing market through some tools
such as.,
• Focus Groups / Depth Interview

• Telephone Interview
• Mail Surveys
• Web Surveys
• IVR (Interactive Voice Response) Telephone survey
28
2.2.7 RELATIONSHIP BETWEEN SENSORY, HIDDEN ATTRIBUTES AND PRICE

INFLUENCING CONSUMER PERCEPTION
Article by, CHARLES S. BRENNAN, VICTOR KURI
UNIVERSITY OF PLYMOUTH AT SEALE-HAYNE, Applied Food Research.
Hereby Mr. Charles says that consumer attitudes towards food products are mainly
influenced by quality attributes. Ethical factors are important in some cases, but they may be
overstated. The relationships between consumers' awareness of food, price and perceived quality of
food were investigated by tests involving series of consumer panels and sensory evaluation. Sensory
responses were also matched to instrumental analysis data. Results indicated that overall there was
no relation between panelist’s views about foods and their sensory perceptions.
However their study shows that most of the people would not be likely to change their
preference once they had made a product choice based upon sensory attributes. This has important
implications, indicating that not only price, but also sensory quality of food must be considered in
order to maintain repeated purchases by most consumers.
2.2.8 FACTORS AFFECTING CONSUMER PERCEPTIONS ON PRODUCT SAFETY
Article by, ALAN CHING BIU TSE,
EUROPEAN JOURNAL OF MARKETING,
He examine how perceived product safety may be affected by such product-related factors as
price, brand name, store name, promotion channels, source credibility, country of origin, nature of
product testing authority and warranty. Shows that perceived product safety was significantly
affected by all of the variables mentioned above.
He also implies that, by carefully manipulating these variables in formulating marketing

strategies, managers can attract the large and growing market of safety-conscious consumers and
gain a competitive edge that cannot possibly be ignored.
29
2.2.9 PROMOTIONAL STRATEGY FULFILLS CONSUMERS PERCEPTION
Article by, ARADHNA KRISHNA and BARI HARLAM,
UNIVERSITY OF MICHIGAN, Michigan, USA
He prescribes that the effectiveness of any promotional strategy depends, in part, on

how accurately channel members predict consumers’ perceptions of their promotional activity. In
this article he examines that the manufacturer and retailer beliefs about consumers’ perceptions of
sales promotions and assess the accuracy of these predictions.
Their findings indicate that manufacturers and retailers hold similar. When assessing
consumers’ specific beliefs about different types of promotions, these channel members
underestimate consumer knowledge. The similarity of supplier and retailer knowledge bodes well
for channel efficiency, yet limitations in their understanding of consumer knowledge about
promotions may lead to weakness in channel marketing strategies.
2.2.10 WAYS TO PROMOTE POSITIVE CONSUMER PERCEPTION
Article by, JANAE WENTWORTH..
Customer perception is an important component of our relationship with our customers.

Given that 90% involve the phone, how we handle the telephone is essential to creating a perception
for our customer that aligns with a company’s mission of service. The following is a great way of
handling phone.,
1. The greeting is “Good Morning/Afternoon” this is Joshua with (your company name).
How may I help you..?
2. Always ask and receive a response from people before you put them on hold, “Would you please
hold..?” then be sure they are not on hold very long otherwise offer to call them back.
3. Remember to smile on the phone. Slow down and speak plainly and clearly..
4. If you transfer a call and know who is calling, tell the name of the caller to your co-worker so
they can greet the person by their name.
6. Remember to always “thank” the customer. Thank them for calling. Thank them for their
business. Thank them for cooperation and understanding.
30
2.3 PERCEPTION PROCESS
SELECTING ORGANIZING INTERPRETATION
2.3.1 DIAGRAMATIC REPRESENTATION OF THE STUDY
INDIVIDUAL VALUES
RESPONSE &
FACTORS BELIEFS
CULTURE
STIMULU
S
FACTORS
SOCIAL
FACTORS Negative
Perception NO ACTION
CONSUMER
PERSONA PERCEPTION
L
FACTORS
PSYCOLOGICA
L FACTORS
Positive
SENSES Perception
COMMUNICATION
ADVERTISING
PURCHASE
DECISION
PURCHASE
ACTION
31
CHAPTER – III
OBJECTIVES OF THE STUDY
• To ascertain the consumers perception on TV-TOWER brand.
• To identify the factors that induces the consumer to buy TV-TOWER brand.
• To know the consumer involvement in purchasing TV-TOWER brand.
• To know the consumer loyalty towards TV-TOWER brand.
• To suggest ways to promote TV-TOWER brand by analyzing consumer expectations.

32
CHAPTER – IV
RESEARCH METHODOLOGY
4.1 RESEARCH DESIGN
“A research design is the arrangement of conditions for collection and analysis data in a
manner that aims to combine relevance to the researcher purpose with economy in procedure”.
It constitutes the blueprint for the collection, measurement and analysis of data. As such the
design includes an outline of what the researcher will do form writing the hypothesis and its
operational implication to the final analysis of data.
More explicitly, the design decisions happen to be in respect of;
 What is the study about?

 Why is the study being made?
 Where will the study be carried out?
 What type of data is required?
 Where can the data are found?
 What periods of time will the study include?
 What will be the sample design?
 How will the data be analyzed?
 In what style will the report be prepared?
 What techniques of data collection will be used?
Research is an art of scientific investigation. According to Redmen and Mary defines

research as a “systematic effort to gain knowledge”. Research methodology is way to systematically
solve the research problem. It is a plan of action for a research project and explains in detail how
data are collected and analyzed.
33
The Research Design undertaken for the study is Descriptive one. A study, which wants to
portray the characteristics of a group or individuals or situation, is known as Descriptive study. It is
mostly qualitative in nature.
4.2 TYPES OF DATA COLLECTED
4.2.1 PRIMARY DATA
Questionnaires are prepared and personal interview was conducted. Most of the questions
are consist of multiple choices. The structured interview method was undertaken. The interview was
conducted in English as well as in Tamil. Proper care was taken to frame the interview schedule in
such a manner it should be easily understood in view of educational level of the employees.
Generally 25 questions are prepared and asked to the employees of the Pondicherry Private Ltd.,
Puducherry.
4.2.2 SECONDARY DATA
Secondary data was collected from Internets, various books, Journals, and Company
Records.
4.3 SAMPLING SIZE AND TECHNIQUE
4.3.1 DEFINING THE POPULATIONS
The Population or Universe can be Finite or infinite. The TV-Tower products are consumer
based, where as the consumers of TV-Tower brand products are uncountable. So, the population of
this study is Infinite.
4.3.2 SAMPLING PLAN

34
A sampling plan is a definite design for obtaining a sample from the sampling frame. It
refers to the technique or the procedure the researcher would adopt in selecting some sampling units
from which inferences about the population is drawn.
The sampling technique used in this study is Convenient Sampling method. In this method
the researcher select those units of the population in the sample, which appear convenient to him
where he is conducting research.
4.3.3 SAMPLE SIZE
Nearly 100 samples are taken in Pondicherry.
4.3.4 FIELD WORK
The field works is done at Pondicherry and in around areas.
4.3.5 PERIOD OF SURVEY
The period is from February, 2008 to March, 2008.
4.3.6 QUESTIONNAIRE CONSTRUCTION
Questionnaires were constructed based on the following types
• Open ended questions

• Close ended questions
• Multiple choice questions
4.4 DESCRIPTION OF STATISTICAL TOOLS USED
To analyze and interpret collected data the following statistical tools were used.
• Percentage method
35
• Chi-square test
• Weighted average method and
• Analysis of variance (TWO-WAY ANOVA)
4.4.1 PERCENTAGE METHOD
In this project Percentage method test was used. The percentage is used for making
comparison between two or more series of data. It is used to classify the opinion of the respondents
for different factors. We can get percentages of the data given by the respondents. The following are
the formula
No of Respondent
Percentage of Respondent = x 100
Total no. of Respondents
4.4.2 CHI-SQUARE TEST
Chi-square analysis in statistics is to test the goodness of fit to verify the distribution of
observed data with assumed theoretical distribution. Therefore it is a measure to study the
divergence of actual and expected frequencies. Chi-square, symbolically written as x2 (Pronounce
as Ki-Square), is a statistical measure used in the context of sampling analysis for comparing a
variance to a theoretical variance.
Formula, O = Observed frequency

(O-E) 2
E = Expected frequency
χ 2=
E
The calculated value of chi-square is compared with the table of chi-square for the given
degrees of freedom at the specified level of significance. If the calculated value is greater than the
tabulated value then the difference between the observed frequency and the expected frequency are
significant. The degrees of freedom is (n-2) where ‘n’ is number of observed frequencies and in case
36
of contingency table the degrees of freedom is (C-1) (R-1) where C is number of columns and R is
number of rows.
In this study chi-square test was used. It is used to find the relation between the respondents
recommended to buy TV-Tower products to others and the plan to change the brand. It is used to
find the relation between the factor induced to buy TV-Tower brand and the opinion of respondents
on TV-Tower when compared with other brand.
4.4.3 WEIGHTED AVERAGE METHOD
Weighted average can be defined as an average whose component items are multiplied by
certain values (weights) and the aggregate of the products are divided by the total of weights. It is
essential to allocate weight applied but may vary in different cases. Thus weightage is a number
standing for the relative importance of the items.
The weighted average method can be calculated by the following formula. This tool is used
to find the rank given by the respondents to the various factors of TV-Tower brand products and to
find the ranks of various brands according to respondent’s opinion. It can be calculated as
XW = ∑ WX / ∑ X
Here,
XW represents the weighted average.

X represents the value of variable.
W represents the weight given to the variable.
4.4.4 ANALYSIS OF VARIANCE (ANOVA)
Analysis of variance is an extremely useful technique concerning research. This is used when
multi sample are involved.
37
Anova is extremely a procedure for testing the difference among different groups of data for
homogeneity. The essence of ANOVA is that the total amount of variation in a set of data is broken
down into two types such as One-way Anova and Two-way Anova.
In this study TWO-WAY ANOVA is used to find the relationship between the numbers of
years the respondents using TV-Tower brand and the satisfaction level of respondents. Here we are
to investigate two factors at the same time, so Two-way Anova is used.
Steps involved in Two-way ANOVA are
1. Name of the Row samples as x1, x2, x3, x4……

2. Name of the Column samples as y1, y2, y3, y4……
3. Calculate the sum of all items by T = ∑ x1 + ∑ x2 + ∑ x3….
4. Correction factor CF = T²
N
5. Calculate Total sum of squares SST = ∑ x1² + ∑ x2² + ∑ x3²….
6. Sum of squares between column samples SSC = (∑ y1) ² + (∑ y2) ² + (∑ y3) ² T²

n n n N
7. Sum of squares between column samples SSR = (∑ x1) ² + (∑ x2) ² + (∑ x3) ² T²
n n n N
8. Calculating Residual or Error SSE = [SST- (SSC+SSR)]
The basic principle of the Anova is to test for differences amongst the means of the
population by examing the amount of variation within the samples, relation to the amount of
variation between the samples.
TWO-WAY ANOVA TABLE
SUM OF DEGREES OF MEAN SQUARE

SOURCE OF F-RATIO
SQUARES FREEDOM (D.F) (MS)
VARIATION
SSC V1
SSC
BETWEEN MSC
MSC =
COLUMNS F1 =
K-1
38
MSE
TREATMENT
BETWEEN SSR
SSR V2 MSR =
ROWS
TREATMENT R-1 MSR
F2 =
SSE MSE
RESIDUAL SSE (K-1) (R-1) MSE =
OR ERROR K-1) (R-1)
• If the calculated value (C.V) of F1 < tabulated value (T.V) of F1 then H0 is ACCEPTED.
• If the calculated value (C.V) of F1 > tabulated value (T.V) of F1 then H0 is REJECTED.
CHAPTER – V
DATA ANALYSIS AND INTERPRETATION
5.1 ANALYSIS USING PERCENTAGE METHOD
TABLE 5.1.1
RESPONDENTS BASED ON THEIR GENDER
S.NO. GENDER FREQUENCY PERCENTAGE
1 Male 65 65
2 Female 35 35
TOTAL 100 100

Source: Primary Data
Inference:
The above table infers that, 65 percent of the respondents are male and 35 percent of the
respondents are female.
CHART 5.1.1
39
RESPONDENTSBASEDONTHEIRGENDER
60
PERCENTAGE
40
65.0%
20
35.0%
0
MALE FEMALE
SEXOFTHERESPONDENT
TABLE 5.1.2
RESPONDENTS BASED ON THEIR AGE LEVEL
S.NO AGE GROUPS FREQUENCY PERCENTAGE
1 18-25 19 19
2 26-35 30 30
3 36-45 30 30
4 Above 45 21 21
TOTAL 100 100

Inference:
The above table infers that, 19% of the respondents are from 18-25 age level, 30% are from
26-35 age level, 30% are from 36-45 age level and 21% are above 45 age groups.
CHART 5.1.2
40
RESPONDENTS BASED ON THEIR AGE LEVEL
30
25
PERCENTAGE
20
15 30.0% 30.0%
10 21.0%
19.0%
0
18-25 26-35 36-45 Above 45
AGE OF THE RESPONDENT
TABLE 5.1.3
RESPONDENTS BASED ON THEIR MONTHLY INCOME
S.NO MONTHLY INCOME FREQUENCY PERCENTAGE
1 Less than 3000 5 5
2 3000-5000 18 18
3 5000-10000 44 44
4 Above 10000 33 33
TOTAL 100 100

Inference:
The above table infers that, 5 % of respondents gets less than 3000, 18 % respondents gets
3000-5000, 44 % gets 5000-10000 and 33 % gets above 10000
41
CHART 5.1.3
RESPONDENTS BASEDONTHEIRMONTHLYINCOME
50
40
PERCENTAGE
30
44.0%
20
33.0%
10
18.0%
5.0%
0
Less than 3000 3000-5000 5000-10000 Above 10000
INCOME OF THE RESPONDENT
TABLE 5.1.4
RESPONDENTS BASED ON THE BRAND NAME STRIKES IN THEIR MIND
S.NO BRAND NAME FREQUENCY PERCENTAGE
1 TV-Tower 60 60
2 True 8 8
3 Aashirvaad 20 20
4 Pillsbury 12 12
TOTAL 100 100

Inference:
The above table infers that, 60 % says TV-Tower brand strikes in mind, 8 % says True, 20
% says Aashirvaad and 12 % says Pillsbury strikes in their mind.
42
CHART 5.1.4
RESPONDENTS BASEDONTHEBRANDNAMESTRIKES INTHEIRMIND
60
50
PERCENTAGE
40
30 60.0%
20
10 20.0%
12.0%
8.0%
0
TV-TOWER TRUE AASHIRVAAD PILLSBURY
BRANDNAMESTRIKESINMIND
TABLE 5.1.5
RESPONDENTS BASED ON BRAND AT THEIR FIRST PURCHASE
S.NO BRAND FREQUENCY PERCENTAGE
1 TV-Tower 66 66
2 Other Brand 34 34
TOTAL 100 100

Inference:
The above table infers that, 66 % say TV-Tower was their first purchase, 34 % say that they
purchased other brand.
CHART 5.1.5
43
RESPONDENTS BASED ON BRAND AT THEIR FIRST PURCHASE
60
PERCENTAGE
40
66.0%
20
34.0%
0
TV-TOWER OTHER BRAND
BRAND AT FIRST PUCHASE
TABLE 5.1.6
FACTOR MADE RESPONDENTS TO SHIFT TOWARDS TV-TOWER
S.NO FACTORS FREQUENCY PERCENTAGE
1 Quality 14 41.18
2 Taste 8 23.53
3 Availability 7 20.59
4 Price 5 14.71
5 Packages 0 0
TOTAL 34 100
Inference:
44
The above table infers that, 41.18 % says Quality, 23.53 % says Taste, 20.59 % says
Availability and 14.71 % says Price factors made them to shift their brand to TV-Tower.
CHART 5.1.6
FACTORMADERESPONDENTS TOSHIFTTOWARDS TV-TOWER
50
40
PERCENTAGE
30
20 41.18%
23.53%
10 20.59%
14.71%
0
QUALITY TASTE AVAILABILITY PRICE
FACTORMADETOSHIFTFROMOTHERBRANDTOTV-TOWER
TABLE 5.1.7
FACTOR INDUCED RESPONDENTS TO PURCHASE TV-TOWER PRODUCTS
1 Quality 43 43
2 Taste 27 27
3 Availability 18 18
4 Price 12 12
5 Packages 0 0
TOTAL 100 100

Inference:
45
The above table infers that, 43 % says Quality, 27 % says Taste, 18 % says Availability
and 12 % says Price factors induced them to buy TV-Tower products.
CHART 5.1.7
FACTORINDUCEDRESPONDENTS TOPURCHASE TV-TOWERPRODUCTS
50
40
PERCENTAGE
30
43.0%
20
27.0%
10
18.0%
12.0%
0
FACTORINDUCEDTOPURCHASETV-TOWER
TABLE 5.1.8
RESPONDENTS CAME TO KNOW TV-TOWER BRAND PRODUCTS
S.NO KNOWN THROUGH FREQUENCY PERCENTAGE
1 Advertisement 0 0
2 Relation 25 25
3 Friends 46 46
4 Selling Outlets 29 29
TOTAL 100 100

Inference:
The above table infers that, 25 % of respondents came to know TV-Tower brand from
Relations, 46 % from Friends and 29 % knew from Selling Outlets.
46
CHART 5.1.8
RESPONDENTS CAME TO KNOW TV-TOWER BRAND
50
40
PERCENTAGE
30
46.0%
20
29.0%
25.0%
10
0
RELATIONS FRIENDS SELLING OUTLETS
RESPONDENT CAME TO KNOWTV-TOWER
TABLE 5.1.9
BASED ON THE RESPONDENTS USING TV-TOWER PRODUCTS
S.NO TV-TOWER PRODUCTS FREQUENCY PERCENTAGE
1 Atta 33 33
2 Maida 5 5
3 Sooji 0 0
4 All the Three 62 62
TOTAL 100 100

Inference:
The above table infers that, 33 % says they use only Atta, 5 % use Maida and 62% use All
the products (Atta, Maida, Sooji) from TV-Tower brand.
47
CHART 5.1.9
BASED ON THE RESPONDENTS USING TV-TOWER PRODUCTS
60
PERCENTAGE
40
62.0%
20
33.0%
5.0%
0
ATTA MAIDA ALL THE THREE
PRODUCTS USING FROMTV-TOWER
TABLE 5.1.10
NUMBER OF YEARS THE RESPONDENTS ARE USING TV-TOWER PRODUCTS
S.NO NO. OF YEARS FREQUENCY PERCENTAGE
1 Below 2 yrs 17 17
2 2-5 yrs 29 29
3 6-8 yrs 22 22
4 Above 8 yrs 32 32
TOTAL 100 100

Inference:
The above table infers that, 17% are using from Below 2yrs, 29% say they are using from
2-5 yrs, 22% of respondents say they are using from 6-8 yrs and 32% of them are using
48
TV-Tower products above 8 yrs.
CHART 5.1.10
NUMBER OF YEARS THE RESPONDENTS ARE USINGTV-TOWER PRODUCTS
40
30
PERCENTAGE
20
32.0%
29.0%
22.0%
10
17.0%
0
BELOW2 yrs 2-5 yrs 6-8 yrs ABOVE 8 yrs
YEARS OF USINGTV-TOWERPRODUCTS
TABLE 5.1.11
RESPONDENTS BASED ON USAGE OF TV-TOWER PRODUCTS
S.NO USAGE LEVEL FREQUENCY PERCENTAGE
1 Daily 44 44
2 Weekly 31 31
3 Random 17 17
4 On Special Occasions 8 8
TOTAL 100 100

Inference:
The above table infers that, 44% are consuming TV-Tower products Daily, 31% are
consuming Weekly, 17 % are using Randomly and 8% of them are using on Special Occasions.
49
CHART 5.1.11
RESPONDENTS BASED ON USAGE OF TV-TOWER PRODUCTS
50
40
PERCENTAGE
30
44.0%
20
31.0%
10
17.0%
8.0%
0
DAILY WEEKLY RANDOM ON SPECIAL
OCCASSIONS
USAGE TV-TOWER PRODUCTS
TABLE 5.1.12
BASED ON PACKAGE SIZES PREFERRING BY RESPONDENTS AT PURCHASE TIME
S.NO PACKAGE SIZES FREQUENCY PERCENTAGE
1 1 Kg pack 26 26
2 5 Kgs pack 42 42
3 10 Kgs pack 32 32
TOTAL 100 100

Inference:
The above table infers that, 26 % are prefers1 kg pack, 42 % prefers 5 kgs pack, and
32 % are prefers 10 kgs pack at the time of purchase.
50
CHART 5.1.12
BASED ON PACKAGE SIZES PREFERRING BY RESPONDENTS AT PURCHASE

TIME
50
40
PERCENTAGE
30
20
42.0%
32.0%
26.0%
10
0
1 Kg 5 Kgs 10 Kgs
PACK SIZE PREFERRING AT PURCHASE TIME
TABLE 5.1.13
WEEKLY CONSUMPTION OF TV-TOWER PRODUCTS BY THE RESPONDENTS
S.NO CONSUMPTION LEVEL FREQUENCY PERCENTAGE
1 Less than 2 Kgs 35 35
2 2 to 5 Kgs 45 45
3 5 to 10 Kgs 18 18
4 Above 10 Kgs 2 2
TOTAL 100 100

Inference:
The above table infers that, 35% of respondents consume Less than 2 kgs, 45% consumes 2-
5 kgs, 18% consumes 5-10 kgs and 2% consumes above 10 kgs for a week.
51
CHART 5.1.13
WEEKLY CONSUMPTION OF TV-TOWER PRODUCTS BY THE RESPONDENTS
50
40
PERCENTAGE
30
45.0%
20
35.0%
10
18.0%
0
2.0%
Less than 2 Kgs 2-5 Kgs 5-10 Kgs Above 10 Kgs
WEEKLY CONSUMPTION OF TV-TOWER PRODUCTS
TABLE 5.1.14
RESPONDENTS OPINION ON AVAILABILITY OF TV-TOWER PRODUCTS
S.NO OPINION FREQUENCY PERCENTAGE
1 Easy Availability 71 71
3 Not Availability 0 0
TOTAL 100 100

Inference:
The above table infers that, 71 % says TV-Tower products are Easy Availability for them
and 29 % says Availability for them at the time of purchasing.
CHART 5.1.14
52
RESPONDENTS OPINION ON AVAILABILITY OF TV-TOWER PRODUCTS
80
60
PERCENTAGE
40
71.0%
20
29.0%
0
EASY AVAILABILITY AVAILABILITY
AVAILABILITY OF TV-TOWER PRODUCTS
TABLE 5.1.15
RESPONDENTS BASED ON SATISFACTION LEVEL OF TV-TOWER BRAND

1 Highly Satisfied 38 38
2 Satisfied 49 49
3 Neutral 8 8
4 Moderately Dissatisfied 5 5
5 Highly Dissatisfied 0 0
TOTAL 100 100
Inference:
The above table infers that, 38 % are Highly satisfied, 49% are Satisfied, 8% are Neutral, 5%
are Moderately Satisfied and No one Highly Dissatisfied with the TV-Tower products
53
CHART 5.1.15
RESPONDENTS BASED ON SATISFACTION LEVEL OF TV-TOWER BRAND
50
40
PERCENTAGE
30
49.0%
20
38.0%
10
8.0%
5.0%
0
HIGHLY SATISFIED SATISFIED NEUTRAL MODERATELY DIS-
SATISFIED
FEEL ABOUT TV-TOWERPRODUCTS
TABLE 5.1.16
RESPONDENTS OPINION WHEN TV-TOWER PRODUCTS ARE COMPARED WITH
OTHER BRAND PRODUCTS

1 Quality 47 47
2 Taste 26 26
4 Price 14 14
5 Packages 0 0
TOTAL 100 100
Inference:
54
The above table infers that, 47 % says TV-Tower products are best in Quality, 26% says
Taste, 13% says its Available all the time, 14% says Price factor and 0% says Packages are different
than the other brand.
CHART 5.1.16
RESPONDENTSOPINIONWHENTV-TOWERPRODUCTSARECOMPARED
W ITHOTHERBRANDPRODUCTS
50
PERCENTAGE
40
30
47.0%
20
26.0%
10
13.0% 14.0%
0
COMPARISONOFTV-TOWERWITHOTHERBRAND
TABLE 5.1.17
RESPONDENTS RECOMMENDED ABOUT TV-TOWER PRODUCTS
S.NO PARTICULARS FREQUENCY PERCENTAGE
1 Yes 94 94
2 No 6 6
TOTAL 100 100

Inference:
The above table infers that, 94 % of respondents had recommended others to consume TV-
Tower products and 6% has not recommended still and say that they will recommend.
CHART 5.1.17
55
RESPONDENTS RECOMMENDED ABOUT TV-TOWER PRODUCTS
100
80
PERCENTAGE
60
94.0%
40
20
6.0%
0
YES NO
RECOMMENDED TO OTHERS
TABLE 5.1.18
RESPONDENT’S OPINION WHEN TV- TOWER PRODUCTS ARE NOT AVAILABLE
1 Purchase another Brand 39 39
2 Postpone your Purchase 61 61
TOTAL 100 100

Inference:
The above table infers that, 39 % says they will Purchase other brand and 61% of
respondents says they will postpone their purchase if TV-Tower brand is not available in shops.
CHART 5.1.18
56
RESPONDENT’S OPINION WHEN TV- TOWER PRODUCTS ARE NOT

AVAILABLE
60
PERCENTAGE
40
61.0%
20 39.0%
0
PURCHASE ANOTHER BRAND POSTPONE YOUR PURCHASE
IF TV-TOWER NOT AVAILABLE IN SHOP
TABLE 5.1.19
RESPONDENTS OPINION ON BRAND NAME

2 Satisfied 64 64
3 Neutral 4 4
TOTAL 100 100
Inference:
The above table infers that, 32% are Highly satisfied, 64% are Satisfied, 4% are Moderately
Satisfied and No one are Moderately or Highly Dissatisfied with the TV-Tower Brand Name.
57
CHART 5.1.19
RESPONDENT’S OPINION ON BRAND NAME
60
PERCENTAGE
40
64.0%
20
32.0%
4.0%
0
HIGHLY SATISFIED SATISFIED MODERATELY SATISFIED
SATISFACTION LEVEL OF BRAND NAME
TABLE 5.1.20
RESPONDENTS OPINION ON TASTE OF TV-TOWER PRODUCTS

2 Satisfied 44 44
3 Neutral 4 4
TOTAL 100 100
Inference:
58
Satisfied, 1% are Moderately Dissatisfied and no one are Highly Dissatisfied with the Taste of TV-
Tower Products.
CHART 5.1.20
RESPONDENT’S OPINIONONTASTEOF TV-TOWERPRODUCTS
60
50
PERCENTAGE
40
30
51.0%
44.0%
20
10
4.0%
0 1.0%
HIGHLY SATISFIED SATISFIED MODERATELY DIS-SATISFIED
SATISFIED
SATISFACTIONLEVELOFTASTE
TABLE 5.1.21
RESPONDENTS OPINION ON PRICE OF TV-TOWER PRODUCTS

2 Satisfied 52 52
3 Neutral 32 32
TOTAL 100 100
Inference:
59
Satisfied, 6% are Moderately Dissatisfied and no one are Highly Dissatisfied with the Price of TV-
Tower Products.
CHART 5.1.21
RESPONDENT’S OPINIONONPRICES OFTV-TOWERPRODUCTS
60
50
PERCENTAGE
40
30
52.0%
20
32.0%
10
10.0%
6.0%
0
HIGHLY SATISFIED SATISFIED MODERATELY DIS-SATISFIED
SATISFIED
SATISFACTIONLEVELOF PRICE
TABLE 5.1.22
SATISFACTION LEVEL OF RESPONDENTS ON QUALITY OF TV-TOWER PRODUCTS

2 Satisfied 34 34
3 Neutral 4 4
TOTAL 100 100
Inference:
60
Satisfied and no one are Moderately or Highly Dissatisfied with the Quality of
TV-Tower Products.
CHART 5.1.22
RESPONDENT’S OPINIONONQUALITYOF TV-TOWERPRODUCTS
60
PERCENTAGE
40
62.0%
20
34.0%
4.0%
0
HIGHLY SATISFIED SATISFIED MODERATELY SATISFIED
SATISFACTIONLEVELOF QUALITY
TABLE 5.1.23
RESPONDENT’S OPINION ON PACKAGE SIZES OF TV-TOWER PRODUCTS

2 Satisfied 55 55
3 Neutral 22 22
TOTAL 100 100
Inference:
61
Satisfied and no one are Moderately or Highly Dissatisfied with the Package Sizes of
TV-Tower Products.
CHART 5.1.23
RESPONDENT’SOPINIONONPACKAGESIZESOFTV-TOWERPRODUCTS
60
50
PERCENTAGE
40
30
55.0%
20
23.0% 22.0%
10
0
HIGHLYSATISFIED SATISFIED MODERATELYSATISFIED
SATISFACTIONLEVELOFPACKAGESIZES
TABLE 5.1.24
BASED ON RESPONDENT’S PLAN TO CHANGE THEIR BRAND
1 Yes 21 21
2 No 79 79
TOTAL 100 100

Inference:
The above table infers that, 21% of respondents have a plan to change their brand in future
and 79% of them have no plan to change from TV-Tower brand.
62
CHART 5.1.24
BASED ON RESPONDENT’S PLAN TO CHANGE THEIR BRAND
80
60
PERCENTAGE
40 79.0%
20
21.0%
0
YES NO
PLAN TO CHANGE FOR OTHER BRAND
TABLE 5.1.25
RESPONDENT’S OPINION ABOUT EFFECTIVE MEDIA TO PROMOTE TV-TOWER

BRAND
S.NO MEDIA TYPES FREQUENCY PERCENTAGE

1 News Paper 13 13
2 Television 40 40
3 Radio 21 21
4 Outdoor Displays 26 26
TOTAL 100 100
Inference:
63
The above table infers that, 13% says News Paper, 40% says Television, 21% says Radio
and 26% says Outdoor displays will be effective Media’s to promote TV-Tower brand products.
CHART 5.1.25
RESPONDENT’S OPINION ABOUT EFFECTIVE MEDIA TOPROMOTE TV-

TOWER BRAND
40
30
PERCENTAGE
20 40.0%
26.0%
10 21.0%
13.0%
0
NEWS PAPER TELEVISION RADIO OUTDOOR DISPLAYS
EFFECTIVE MEDIAFOR TV-TOWERTOPROMOTE
TABLE 5.1.26
RESPONDENT’S OPINION TO MAKE CHANGES IN TV-TOWER BRAND

1 Yes 28 28
2 No 72 72
Total 100 100
Inference:
The above table infers that, 28% needs some changes in TV-Tower products and 72%
says that they need not any changes to make in the products and they are satisfied with the present.
CHART 5.1.26
64
RESPONDENT’S OPINION TO MAKE CHANGES IN TV-TOWER BRAND
80
60
PERCENTAGE
40
72.0%
20
28.0%
0
YES NO
ANY CHANGES REQUIRED TO MAKE
TABLE 5.1.27
RESPONDENT’S OPINION TO MAKE CHANGES IN TV-TOWER PRODUCTS
S.NO PRODUCTS FREQUENCY PERCENTAGE

1 Atta 17 60.71
2 Maida 8 28.57
3 Sooji 3 10.71
TOTAL 28 100
Inference:
The above table infers that, 60.71% of respondents say they need some changes in Atta,
28.57% needs in Maida and 10.71% say they need changes in Sooji product.
65
CHART 5.1.27
RESPONDENT’S OPINION TO MAKE CHANGES IN TV-TOWER PRODUCTS
60
PERCENTAGE
40
60.71%
20
28.57%
10.71%
0
ATTA MAIDA SOOJI
CHANGE TO MAKE
TABLE 5.1.28
BASED ON SUGGESTION GIVEN BY RESPONDENTS TO ATTRACT NEW
CUSTOMERS
S.NO SUGGESTION FREQUENCY PERCENTAGE

1 Cash Offers 17 17
2 Coupons 28 28
3 Extra Offers 39 39
4 Free Samples 16 16
TOTAL 100 100
Inference:
66
The above table infers that, 17% of respondents suggest Cash Offers, 28% suggest Coupons,
39% suggest Extra Offers and 16% suggest Free Samples can make to attract new customers.
CHART 5.1.28
BASEDON SUGGESTION GIVEN BYRESPONDENTS TOATTRACT NEW

CUSTOMERS
40
30
PERCENTAGE
20
39.0%
28.0%
10
17.0% 16.0%
0
CASH OFFER COUPONS EXTRA OFFER FREE SAMPLES
SUGGESTIONTOATTRACT CUSTOMER
5.2 ANALYSIS USING CHI-SQUARE TEST- χ 2
TO ANALYSE THE DIFFERENCES OF OPINION REGARDING THE

RESPONDENTS RECOMMENDED OTHERS TO BUY TV-TOWER BRAND AND THEIR
PLAN TO CHANGE OTHER BRAND AFTER USING TV-TOWER
Null Hypothesis
H0: There is no any significance difference between the respondents recommended others to
buy TV-Tower and the respondents plan to change other brand after using TV-Tower products.
TABLE 5.2.1
OBSERVED COUNT
67
PLAN TO CHANGE
OTHER BRAND
S.NO YES NO TOTAL
RECOMMENDED
TO OTHERS
1 Yes 19 75 94
2 No 2 4 6
TOTAL 21 79 100
TABLE 5.2.2
EXPECTED COUNT
PLAN TO CHANGE
OTHER BRAND
S.NO YES NO TOTAL
RECOMMENDED
TO OTHERS
1 Yes 19.7 74.3 94.0
2 No 1.3 4.7 6.0
TOTAL 21.0 79.0 100.0

FORMULA
(O-E) 2
χ 2=
E
O = Observed frequency
E = Expected frequency
COMPUTATION OF CHI-SQUARE ( χ 2 )
TABLE No: 5.2.3
S.NO O E (O-E) (O-E)2 (O-E)2 /E
1 19 19.7 - 0.7 0.49 0.024

68
2 75 74.3 0.7 0.49 0.006
3 2 1.3 0.7 0.49 0.376
4 4 4.7 - 0.7 0.49 0.105
TOTAL 0.5057
The calculated value ∑ (O-E) 2 / E = 0.5057

Degree of freedom = (R-1) (C-1) = (2-1) (2-1)
=1
Level of significance = 5%
Table value 1 of DGF and 5% level of significance = 3.854
0.5057 < 3.854 - Calculated Value is lesser than Tabulated Value
Hence, H0 is accepted.
INFERENCE
Thus Chi-Square test infers that there is no association between the respondents
recommended others, to buy TV-Tower and the respondents plan to change other brand after using
TV-Tower products.
5.3 ANALYSIS USING CHI-SQUARE TEST- χ 2
TO ANALYSE THE DIFFERENCES OF OPINION REGARDING THE FACTORS

INDUCED RESPONDENTS TO BUY TV-TOWER BRAND AND THE OPINION OF
RESPONDENTS ON TV-TOWER BRAND WHEN COMPARE TO OTHER BRAND
Null Hypothesis
H0: There is no any significance difference between the factors induced respondents to buy
TV-Tower brand and the respondent’s opinion when compare TV-Tower brand with other brand.
TABLE 5.3.1
69
OBSERVED COUNT
COMPARE TO
OTHER BRAND
QUALITY TASTE AVAILABILITY PRICE TOTAL
S.NO FACTOR
INDUCED
TO BUY TV-TOWER
1 Quality 27 5 5 6 43
2 Taste 10 10 2 5 27
3 Availability 7 6 4 1 18
4 Price 3 5 2 2 12
TOTAL 47 26 13 14 100
TABLE 5.3.2
EXPECTED COUNT
COMPARE TO
OTHER BRAND
QUALITY TASTE AVAILABILITY PRICE TOTAL
S.NO FACTOR
INDUCED
TO BUY TV-TOWER
1 Quality 20.2 11.2 5.6 6.0 43.0
2 Taste 12.7 7.0 3.5 3.8 27.0
3 Availability 8.5 4.7 2.3 2.5 18.0
4 Price 5.6 3.1 1.6 1.2 12.0
TOTAL 47.0 26.0 13.0 14.0 100.0
TABLE No: 5.3.3

COMPUTATION OF CHI-SQUARE ( χ 2 )
S.NO O E (O-E) (O-E)2 (O-E)2 /E
1 27 20.2 - 6. 8 46.24 2.289
2 5 11.2 - 6.2 38.44 3.432
3 5 5.6 - 0.6 0.36 0.064

70
4 6 6.0 0 0 0
5 10 12.7 - 2.7 7.29 0.574
6 10 7.0 3 9 1.285
7 2 3.5 - 1.5 2.25 0.642
8 5 3.8 1.2 1.44 0.3789
9 7 8.5 - 1.5 2.25 0.264
10 6 4.7 1.3 1.69 0.659
11 4 2.3 1.7 2.89 1.256
12 1 2.5 1.5 2.25 0.9
13 3 5.6 2.6 2.56 0.457
14 5 3.1 1.9 3.61 1.164
15 2 1.6 0.4 0.16 0.1
16 2 1.7 0.3 0.09 0.052
TOTAL 12.63
The calculated value ∑ (O-E) 2 / E = 12.63

Degree of freedom = (R-1) (C-1) = (2-1) (2-1)
=9
Level of significance = 5%
Table value 1 of DGF and 5% level of significance = 16.919
12.63 < 16.919 - Calculated Value is lesser than Tabulated Value
Hence, H0 is accepted.
INFERENCE
71
Thus Chi-Square test infers that, there is no association between the factor induced
respondents to buy TV-Tower brand and the respondent’s opinion when compare TV-Tower brand
with other brands.
5.4 ANALYSIS USING WEIGHTED AVERAGE METHOD
The respondents are asked about some factors listed below about TV-Tower brand. The
respondent’s levels of attitude for those factors are calculated below.
TABLE No: 5.4.1

OPINION
HIGHLY SATISFIED NEUTRAL MODERATELY HIGHLY
FACTORS SATISFIED DISSATISFIED DISSATISFIED
Brand Name 32 64 4 0 0
72
Taste 51 44 4 1 0
Price 23 55 22 0 0
Quality 62 34 4 0 0
Packages 10 52 32 6 0
TABLE No: 5.4.2

WEIGHTED AVERAGE TABLE
FACTORS
RANK WEIGHTS BRAND
TASTE PRICE QUALITY PACKAGES
NAME
X W X1 WX1 X2 WX2 X3 WX3 X4 WX4 X5 WX5
1 5 32 160 51 255 10 115 62 310 23 50

2 4 64 256 44 176 52 220 34 136 55 208
3 3 4 12 4 12 32 66 4 12 2 96
4 2 0 0 1 2 6 0 0 0 0 12
5 1 0 0 0 0 0 0 0 0 0 0
TOTAL 100 428 100 445 100 401 401 458 100 366
CW 4.28 4.45 4.01 4.58 3.66

RANK 3 2 4 1 5
INFERENCE
The above table infers that the respondents give more weightage,
• First to the Quality of the TV-Tower products,

• Second to the Taste,
• Third to Brand name,
• Fourth to the Price and
• Finally to the Packages of the TV-Tower products.
73
This shows that the respondents are very much satisfied with the quality of TV-Tower products.
5.5 ANALYSIS USING WEIGHTED AVERAGE METHOD
The respondents are asked to rank the listed Brands according to their opinion. Their levels
of attitude on those brands are calculated below.
TABLE No: 5.5.1

OBSERVED COUNTS
BRAND NAMES I II III IV V TOTAL

74
TV-Tower 52 26 19 3 0 100
True 5 19 18 46 12 100
Aashirvaad 27 34 25 12 2 100
Pillsbury 16 19 38 25 2 100
Surya 0 11 4 3 82 100
TABLE No: 5.5.2

WEIGHTED AVERAGE TABLE
BRAND NAMES
RANK WEIGHTS
TV-TOWER TRUE AASHIRVAAD PILLSBURY SURYA
X W X1 WX1 X2 WX2 X3 WX3 X4 WX4 X5 WX5
1 5 52 260 5 25 27 135 16 80 0 0
2 4 26 104 19 76 34 136 19 76 11 44
3 3 19 57 18 54 25 75 38 114 4 12
4 2 3 6 46 92 12 24 25 50 3 6
5 1 0 0 12 12 2 2 2 2 82 82
TOTAL 100 427 100 259 100 372 100 322 100 144
CW 4.27 2.59 3.72 3.22 1.44

RANK 1 4 2 3 5
INFERENCE
The above table infers that the ranks given to the brands according to the opinion of respondents are,
• First to the TV-Tower brand,

• Second to the Aashirvaad,
• Third to Pillsbury,
• Fourth to the True and
• Fifth to the Surya brand.
75
This shows that the respondents have a good perception on TV-Tower brand and the brand
has a high brand positioning.
5.6 ANALYSIS USING TWO WAY ANOVA
TO KNOW THE RELATIONSHIP BETWEEN THE NUMBER OF YEARS THE

RESPONDENTS ARE USING TV-TOWER BRAND AND THE SATISFACTION LEVEL
OF RESPONDENTS
Null Hypothesis
76
i. H0: There is no any significance difference between numbers of years the respondents
using TV-Tower brand.
ii. H0: There is no any significance difference between the satisfaction levels of respondents.
TABLE 5.6.1
SATISFACTION
LEVEL HIGHLY SATISFIED NEUTRAL MODERATELY
S.NO
SATISFIED DISSATISFIED TOTAL
NO. OF YEARS
1 Less than 2 years 2 14 1 0 17
2 1-5 years 10 13 4 2 29
3 5-8 years 8 12 1 1 22
4 More than 8 years 18 10 2 2 32
TOTAL 38 49 8 5 100
STEPS IN TWO-WAY ANOVA
Number of all items = 16

Sum of all items are = 100
T²
Correction factor = = 625
N
Total sum of squares = 507
Sum of squares between column samples = 358.5
Sum of squares between column samples = 34.5
Residual or Error = 114
ANOVA TABLE 5.6.2
DEGREES OF
SOURCE OF SUM OF MEAN SQUARE F-RATIO
FREEDOM
VARIATION SQUARES (MS)
(D.F)
TREATMENT 358.5 3 119.5
BETWEEN
SATISFACTION
77
9.439
LEVELS
TREATMENT
BETWEEN THE
NUMBER OF 34.5 3
YEARS USING 11.5
TV-TOWER 1.100
RESIDUAL OR
114 9 12.66
ERROR
Tabulated value for (3, 9) d.f at 5% level of Significance is 3.86
INFERENCE
i. Calculated value (9.439) >Tabulated value (3.86)

• Therefore H0 is rejected.
• This shows that there is significance difference between the satisfaction levels of
respondents.
ii. Calculated value (1.100) < Tabulated value (3.86)

• Therefore H0 is accepted.
• This shows that there is no any significance difference between numbers of years using
TV-Tower brand by the respondents.
CHAPTER – VI
FINDINGS OF THE STUDY, SUGGESSTION AND RECOMMENDATION
6.1 FINDINGS
78
• From the Survey it is found that, 65% respondents are male and 35% are female.
• According to the survey, 44% of respondents have their monthly income level as
5000-10000 and 33% earns above 10000.
• From the survey it is found that, TV-Tower brand has been strike to 60% of respondents
mind when they hear about wheat based products, such as Atta, Maida. Aashirvaad brand
had stroked to 20% and Pillsbury brand stroked to 12% of respondents. It shows TV-Tower
has a good brand positioning among consumers.
• Nearly 66% or the respondents are using TV-Tower brand from their first purchase and rest
of 34% had been shifted to TV-Tower from other brands due to Quality aspect of products.
• The study has found that, Quality factor has induced 43% of respondents to buy
TV-Tower brand, Taste factor induced 27% and 18% of respondents buy due to Availability
of TV-Tower brand.
• From the Survey it is found that, 46% of respondents came to know TV-Tower products
through friends, 29% came to know from selling outlets and the rest 25% from relatives.
• 62% of the respondents consume all the three products (Atta, Maida & Sooji) from TV-
Tower brand, 33% use Atta and 5% use Maida alone of TV-Tower brand.
• It has been found that, 32% of the people uses TV-Tower brand from above 8 years, 29% use
from 2-5 years and 22% use TV-Tower brand from 6-8 years. This show the consumers are
more loyal to the brand.
• From the Survey it is found that, 44% of respondents consume TV-Tower products daily,
31% consumes weekly and 8% on special occasions.
• The study has found that, 38% of respondents are highly satisfied with all the aspects of
TV-Tower brand, 49% are satisfied, 8% are neutral and 5% are moderately dissatisfied with
TV-Tower products.
• Nearly 47% of respondents compares Quality aspect is good than other brand, 26% compares
Taste and 14% of respondents felt the prices is reasonable than other brands to use.
• From the survey it is found that, 94% of respondents had recommended TV-Tower brand to
others and 6% has not done. This shows that, the TV-Tower has more loyal consumers.
79
• According to the survey, it is found that, 61% of respondents will postpone their purchase if
TV-Tower products are not available in shops.
• 64% of respondents are satisfied with the Brand name and 32% are highly satisfied.
• From the survey it is found that, 51% are highly satisfied with the taste factor, 44% are
satisfied and 4% of them are neutral.
• According to the survey, 52% are satisfied with price factor, 32% are neutral and 6% of
respondents are moderately dissatisfied.
• 62% of respondents are highly satisfied with the Quality of TV-Tower products, 34% are
satisfied and 4% are neutral.
• From the survey it is found that, 79% of respondents do not have any idea to change their
TV-Tower brand in future and 21% says they have a plan to change.
• 40% of respondents suggested Television will be an effective media to promote TV-Tower
brand,26% choose Outdoor displays, 21% said radio and 13% of them suggested Newspaper.
• 72% of respondents do not need any changes to make in TV-Tower brand.
• According to the survey, 39% of respondents suggested giving Extra offers to attract
customers, 28% suggested Coupons to issue and 17% suggest making cash offers.
• From the chi-square analysis it has been found that there is no association between the
respondents recommended others to buy TV-Tower and the respondents plan to change other
brand after using TV-Tower products.
• From the Analysis of Variance it is found that, there is significance difference between the
satisfaction levels of respondents and there is no any significance difference between
numbers of years the respondents are using TV-Tower brand.
• From the weighted average method it is found that, TV-Tower brand has the most positive
perception among the people than other brands and TV-Tower brand has been ranked as
First.
6.2 SUGGESTIONS AND RECOMMENDATIONS

80
• The survey clearly states that brand loyalty towards the products is high, because of the
highly satisfied consumers and the consumption of the product is high because of it is quality
and taste aspects of the products under TV-Tower.
• The company has not yet manufactured whole wheat Atta separately, so they can
manufacture it under the same brand name and can make an attention towards TV-Tower
brand to those people who purchases whole wheat Atta packs from other brands.
• The company can go for advertisements activities about TV-Tower brand in various media
such as television, radio, outdoor displays, newspapers etc., which can induce many non-
users to consume TV-Tower brand.
• The product packages can be made with different attractive colors separately for each
product such as (Atta, Maida & Sooji) for easy identification of brand and product name
among the people. This will remind the brand name soon in the minds of people.
• All the products of TV-Tower brand should also present in 1kg packs at all the outlets. This
will fulfill the expectation of the buyers who consume for special occasions.
• Price structure can be restructured for 5kgs and 10kgs packs, this will avoid the opportunity
for the consumers to purchase other brand.
• It will be more effective if the company introduces promotional activities for TV-Tower
products like extra offers, free samples, coupon, and cash offers to the consumers.
CHAPTER – VII
81
CONCLUSION
This study is carried out to know the customers perception on the TV-Tower brand products
with respect to Pondicherry Agro Foods Private Ltd. The main aim of any organization is to create a
positive perception by creating awareness about their brand products and to retain their consumers
by satisfying them is the most important task to be focused often.
From the study it is identified that, the perception of the consumers on TV-Tower brand
products is fair. Most of the buyers consume TV-Tower brand due to its quality and taste factors of
the products. Many consumers had recommended TV-Tower brand to others and are using more
than 10years, where this shows the consumers are loyal to the brand for many years.
This study concludes that, the company should make efforts in promoting TV-Tower
products in order to retain the existing consumers and to attract other brand users. To create a good
perception and to increase the existing perception level of consumers, the Pondicherry Agro Foods
Private Limited should go for advertisements and with various promotional activities. It will be
more effective if the packages are made in different colors for each product for easy identification of
the brand and the product names.
These, will help to place TV-Tower brand in a healthy position at market and in the minds of
the people.
CHAPTER – VIII
82
8.1 LIMITATIONS OF THE STUDY
• Study was made only with the consumers of TV-Tower brand products and not with any
Non-users.
• The study focuses only in Pondicherry and in around areas, and not in the outer areas of
Pondicherry state.
• Due to more competition in wheat based products brand, there was difficult to identify
particularly the TV-Tower brand users.
83
8.2 SCOPE FOR THE FURTHER STUDY
• The study will help the management in identifying the perception of the consumers about
their brand and their products too.
• The study gives guidance to the management to take decisions to create awareness about
their product and in order to meet the consumers’ expectation.
• The study will be helpful to the management in creating new market by knowing the
consumers’ requirements.
• It will be helpful for the management to identify the necessity to improve the customer
relationship management and to focus on customers.
• The suggestion prescribed in the study will be helpful for the brand to get place in a good
position at market.
• This project can be base for the students who are doing the project in the related area.
APPENDICES
84
ANNEXURE-1
QUESTIONNAIRE
CONSUMERS PERCEPTION ON TV-TOWER BRAND PRODUCTS
1. Name
2. Gender
a) Male b) Female
3. Age a) 18-25 b) 26-35 c) 36-45 d) Above 45
4. Occupation
5. Monthly income
a) Less than 3000 b) 3000 to 5000 c) 5000 to 10000 d) More than 10000
6. Name the brand which strikes in your mind, if you hear any of wheat based products like
(Atta, Maida, Sooji or Rava)..?
a) TV-TOWER b) TRUE c) AASHIRVAAD d) PILLSBURY e) SURIYA
7. For what reason you are consuming these wheat products..?

a) High Protein b) Good health c) Low Price d) Due to Diabetes e) Easy to cook
8. Which brand was your First purchase..?

a) TV-TOWER b) Other Brand
If Other Brand, What made you to shift the brand..?

a) Quality b) Taste c) Availability d) Price e) Packages
9. What factor induced you to purchase TV-TOWER brand..?

10. How do you come to know about the TV-TOWER products..?

a) Through Advertisement b) Relation c) Friends d) Selling Outlets
11. What are the Wheat Products that you are using from TV-TOWER brand..?
85
a) Atta b) Maida c) Sooji or Rava d) All the three
12. How long you are using TV-TOWER products..?

a) Below 2 years b) 2-5 years c) 6-8 years d) Above 8yrs
13. How often do you use TV-TOWER products..?

a) Daily b) Weekly c) Random d) On Special Occasions
14. What pack size do you prefer at the time of purchasing TV-TOWER products..?
a) 1 kg pack b) 5 kgs pack c) 10 kgs pack
15. Weekly consumption of TV-TOWER products..?

a) Less than 2 kgs b) 2 to 5 kgs c) 5 to 10 kgs d) Above 10kgs
16. Rate the availability of TV-TOWER products..?

a) Easy Availability b) Availability c) Not Availability
17. Please Rank the following brands according to your opinion..?
BRAND RANK
TV TOWER
AURO FOOD
AASHIRVAD
PILLSBURY
SURYA
86
18. What do you feel about TV-TOWER brand products..?

a) Highly satisfied b) Satisfied c) Neutral
d) Moderately Dissatisfied e) Highly dissatisfied
19. How do you compare the TV-TOWER brand products usage with other Brand products?
20. Have you recommended others to buy TV-TOWER Brand..?
a) Yes b) No
21. What will you do, if TV-TOWER Brand products are not available in the Shops..?
a) Purchase another brand b) Postpone your purchase
22. Indicate your satisfaction level of TV-TOWER products….
Highly Satisfied Neutral Moderately Highly

FACTORS satisfied Dissatisfied Dissatisfied
BRAND NAME
TASTE
PRICE
QUALITY
DESIGN
23. Do you have any plan to change the brand after using the TV-TOWER..?
a) Yes b) No
24. Which media is more effective to promote TV-TOWER Brand products..?

a) News paper b) Television c) Radio d) Outdoor Displays
25. Do you suggest any changes to make in TV-TOWER products..?

a) Yes b) No
If YES, In which product..?

a) Atta b) Maida c) Sooji or Rava
26. Please give your valid suggestion to attract customer..?

87
a) Cash offer b) Coupon c) Extra Offers d) Free sample
27. Any other valuable suggestion
ANNEXURE-2
BIBILIOGRAPHY
 BOOKS
• Kothari, C.R., Research Methodology - Methods & Techniques , New Delhi, New Age
international (P) Ltd., Publishers, Second Edition,2004.
• Gupta, S.P., Statistical Methods, New Delhi, Sultan Chand & Sons Publishers, Thirty Fourth
Edition, 2005.
• Philip Kotlar, “Marketing Management” III Edition.
 WEBSITES
• www.nolgroups.com
• http://sites.consumerperception.org/perception/about.html
• http://www.answers/topic/perception.com/
• http://www.geocites.com/tutor19US/perception.html
• http://www.mangamentorg.com/

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1

1.1 PROFILE OF THE COMPANY

PONDICHERRY AGRO FOODS PRIVATE LIMITED, the pioneers in the field of

PONDICHERRY AGRO FOODS PRIVATE LIMITED., is headed by

1.1.2 HISTORY OF COMPANY

PONDICHERRY AGRO FOODS PRIVATE LIMITED.., was set up in 1981 to process

1.1.3 ISO-22000:2005 and AGMARK CERTIFICATION

The company is certified by ISO-22000:2005 and AGMARK for quality management

1.1.4 FACTORY AREAS

1.1.5 PRODUCT LINE

• Wheat Flour (Maida & Atta)

1.1.6 PRODUCTS AVAILABLE IN THE FOLLOWING READYMADE PACKAGES

Traditionally, Atta is made by stone grinding process, a process which imparts a

1.1.7 QUALITY POLICY

• Ensuring HACCP plan is implemented and followed.

Bulk users consumes directly from company are

1.2 PPP-PRODUCTION PROCESS

1.2.1 MANUFACTURING FACILITY

1.2.2 FUNCTIONING OF THE UNIT

1.2.3 OPERATION OF THE UNIT

The process of wheat products consists of four stages

• Storage and Pre cleaning.

• Main Cleaning and conditioning of wheat.

• Milling of wheat for different products.

• Packing and Forwarding.

They use different types of high qualified wheat such as,

RAJ WHEAT, TUKDI WHEAT, LOKWAN WHEAT, MILL QUALITY WHEAT

1.2.6 SECOND CLEANING

1.2.7 MILLING SECTION

The different types of finished products are

• BRAN - Used directly as cattle feed manufacturers as raw materials.

1.3 ORGANIZATIONAL CHART

Maintenance Manager Factory

Technical Asst. Asst. Sales

1.4 MARKETING ACTIVITIES

1.6 DISTRIBUTION CHANNELS

MANUFACTURER MANUFACTURER MANUFACTURER

END USERS AGENTS WHOLESALERS

END USERS RETAILERS

NEED FOR THE STUDY

2.1.1 PERCEIVED RISK

• Consumes cannot anticipate the outcomes of a purchase

• Free trail of a product

2.1.2 INFORMATION PROCCESING (WHAT DO YOU PERCEIVE)

B. In the human brain’s attempt to organize and interpret informations.

A. Involves interpreting (distorting?) information so that it is consistent with

A. Consumers see or hear messages without being aware of them.

Information Processing for Consumer Decision Making

Short term MEMORY Long Term

Active Problem Solving Sorted

PURCHASE AND CONSUMPTION

2.1.5 CONSUMER PERCEPTION THEORY

Consumer - cultural filters - perceived needs - active experience - perfect timing -

No Perceived Need Perceived Need

No/Inactive Experience, Bad

Negative Perception, Positive Perception,

understood: cultural filtration, perceptual reality.

2.1.6 FACTORS AFFECTING SENSORY PERCEPTION

• Aural cues: tempo and pitch.

Individual Response Factors

2.1.7 STIMULUS FACTORS AFFECTING GESTALT PERCEPTION

• Color, Symbols and contrast

2.1.9 SOME INTERNAL PSYCHOLOGICAL FACTORS INFLUENCING CONSUMER