A presentation on project titled

A Study on Consumer Buying Behaviour of Rice in Modern Trade

Environment
carried out at

Nikhilkumar Nair
Enrolment no.
15th July,2015 201500601010082
Research Methodology

Problem Statement

Competition

Study Consumer Buying Behaviour

Switchers

Research Objectives

Scope of the study

Research design
Data collection sources

Hypothesis
H0: Customers are not satisfied with the quality of current rice brand.
H1: Customers are satisfied with the quality of current rice brand.

H0: Consumers do not like the aroma of rice that they buy currently.
H1: Consumers do like the aroma of rice that they buy currently.

H0: There is no relationship with gender and taste of their rice.

H1: There is a relationship with gender and taste of their rice.
Sampling plan

Sample size
Sample method
Sample unit

Importance of the study

Limitations of the study

Introduction of the topic

Brief summary
Primary objective
Brand switchers

Places where the survey was conducted

Himalaya mall
Reliance mart
Alpha one mall
National Handloom Corporation
D Mart
Iscon Mega mall
Key facts on rice produce and packaging

Global leader
Increasing competition
Evolution of various platforms
Analysis
70

60

50

40 62

30
38

20

10

Husbands
wives

Interpretation:
From the above table and graph, it has been identified that from 100 respondents; only
38 are the husbands who make decision to buy rice and the rest i.e. 62 are the
housewives who make decision to buy rice. Therefore, it is very much clear that mostly
housewives play an important role while deciding to buy rice.
 Quantity of rice bought

11
9 39

41

less than 5 kg 5 to 10 kg 10 to 20 kg above 20 kg

Interpretation:
From the above table and graph, it is clear that of the 100 respondents, 39 of them buy
less than 5 kg of rice, 41 buy 5 to 10 kg of rice, 9 buy 10 to 20 kg of rice and 11 buy
above 20 kg of rice. Therefore, we can conclude that majority of the customers do not
like to buy and keep rice in large number (kgs.).
 Type of rice that customers buy

45
40
35
30
25
42
20
15 25
10
13 14
5 6
0
Basmati Dubar Tibar Kolam Brown

Interpretation:
From the above table and diagram, we can conclude that consumers who consume
Basmati rice were more than other rice consumers i.e. Basmati (42 respondents),
Dubar (25 respondents), Tibar (13 respondents), Kolam (14 respondents), and
Brown (6 respondents). We can see that very few respondents consume Brown rice.
 PLACE FROM WHERE CUSTOMERS BUY RICE
Retail store Super market Wholesale market Others

70

18
1 Others

Wholesale
market

Super market
11

Retail store

Interpretation:
The above chart shows that, of the total respondents who were being surveyed; 11 were
buying rice from Retail store, 70 from Super markets, 18 from Wholesale market, and 1
from others which include Trusts, etc. Thus, we can conclude that most of the
respondents are buying rice from Super market due to fair price, discounts etc.
 Customers buy branded or unbranded rice

25

75

Unbranded Branded

Interpretation:
The chart enables us to understand that of the total respondents who were being
surveyed, 25 respondents were buying unbranded rice i.e. not popular and 75
respondents were buying branded rice. Therefore, we can conclude that more than
50% of the respondents buy branded rice.
 Reason for buying unbranded rice

12 11

10 9

6 5

0
less costly Easy accessibility Good quality

Interpretation:
The above table shows different reasons why the customer buys an unbranded rice. The
question was not applicable to 75 customers because they buy branded rice. 11 of the
total respondents who buy unbranded rice i.e.25 mentioned that they buy the same due to
easy accessibility. Therefore, we can conclude that most of the respondents who consume
unbranded rice buys the same because it is easy to access the product.
 Branded rice that customers buy

25

20

15

22 22
10
17

5 9
5
0

Fortune India Gate Kohinoor Daawat Others

Interpretation:

The above table and graph shows rice brands which the respondents have indicated as
their choice. Of the customers who buy branded rice, highest i.e. 22 respondents buy
India Gate and Daawat. Then other branded rice like Best and Amira at the second
position and Kohinoor at the third position. We can see that very few people buy Fortune
rice i.e. at the forth position
 Aware about Fortune rice

50 50

Yes No

Interpretation:
The above table and chart shows the awareness level of the respondents regarding the
existence of the product named Fortune rice. The chart shows that only 50 of the 100
respondents heard about fortune rice which means Fortune rice needs to create more
awareness among the consumers to boost-up sales.
 Medium through which customers came to know about
fortune rice
50

45

40

35

30

25

20

15

10

0
Television Newspaper Others

Interpretation:
The question was asked to people who heard about Fortune rice that from
where they came to know about the product. The above table and graph shows
that 43% of the respondents came to know about Fortune rice from Television,
4% from Newspaper and 3% from others i.e. hoardings etc. This question is
not applicable to customers who havent heard about the product. Therefore it
can be assumed that television is the best medium of advertising.
 Availability of fortune rice at nearby store

No

Yes

23 24 25 26 27

Interpretation:
The question was asked to those respondents who have heard about
fortune rice that Is easily available at their nearby store? The question
was not applicable to 50% of the respondents because they havent heard
about fortune rice. The graph shows that 24% of the respondents said yes
that they heard about fortune rice and 26% of the respondents said no that
they havent heard about the same.
 Visibility of the product at a height

14

12

10

0
yes no
Interpretation:
The question was asked to the respondents that, Was the product at visible height to
access the product that too with people who said that they heard about fortune
product. Of the total respondents i.e. 24 (who heard about the product) 12 respondents
said that the product was at visible height and the remaining 12 said that it was not at
visible height.
Hypothesis Testing

H0: Customers are not satisfied with the quality of current rice brand.
H1: Customers are satisfied with the quality of current rice brand.

One-Sample Test

Test Value = 3

95% Confidence Interval of

the Difference
Sig. (2- Mean
t df tailed) Difference Lower Upper
Quality
66.673 74 .000 1.933 1.88 1.99
H0: Consumers do not like the aroma of rice that they buy currently.
H1: Consumers do like the aroma of rice that they buy currently.

One-Sample Test

Test Value = 3

95% Confidence Interval

of the Difference
Sig. (2- Mean
t df tailed) Difference Lower Upper
aroma
40.425 74 .000 1.907 1.81 2.00
H0: There is no relationship with gender and their taste with rice.
H1: There is a relationship with gender and their taste with rice.

ANOVA

gender
Sum of
Squares df Mean Square F Sig.
Between Groups
1.047 1 1.047 5.006 .028

Within Groups
15.273 73 .209

Total
16.320 74
Findings

Rice decision making

People prefer buying in low quantity
70% customers buy from supermarkets
87% customers reverted price as very important
75% customers go for branded rice
 Unbranded rice- easy accessibility, cost effective
50% customers aware about Fortune rice
5% actually buy Fortune rice
Also from hypothesis, all the three null hypothesis were rejected and all the
alternate were accepted like customers are satisfied with the quality of
current rice brand, consumers do like the aroma of rice that they buy
currently and there is a relationship with gender and their taste with rice.
Recommendation

Target women groups

Do promotions at malls in a small space
Ensure existence in every supermarket
Sponsor events
Come with new ads
2 in 1 offer
Conclusion

People heading towards branded rice for good quality

Take appropriate measures
Should do promotions and events to create awareness
price sensitive customers
Thank you