Wholesaler Feedback

CHAPTER 1
EXECUTIVE SUMMARY
G.H. RAISONI INSTITUTE OF BUSINESS MANAGEMENT, JALGAON Page ‐ 1 -

1 EXECUTIVE SUMMARY
Title of Project
A Study of Wholesalers & Retailers Feedback towards Products of Arpit Agro.
Objectives
The Main and Basic Objective were to survey the market for knowing prevailing market
condition of Product of Arpit Agro and comparing sales activities and promotional activities
undertaken by Arpit Agro and other same companies in market of Jalgaon.
Sources
The sources from where I collected data are the Wholesalers & Retailers of Arpit Agros Product.
I also collected from the books and websites.
Research Methodology
The type of study done was Descriptive.
Descriptive research includes surveys and facts findings enquiries of different kinds. The major
purpose of research of this type of research is to know what is happening and includes attempts
to discover causes.

Findings
It is found that in term of price of Product of Kogta Import & Export highly effective and
then Arpit Agro, in term of quality Arihant Agro highly effective and then Sunil Agro, in
term of packaging Mohan Agro highly effective.
It is observed that discount is mostly practiced promotional activity followed by gift
items, tour and Company meet.
Conclusions
Good marketing creates good image and Arpit Agro has positioned itself as a good
quality product with very competitive pricing as compared to its competitors.
Promotional schemes for Wholesaler and Retailers are very important like discount, gift items,
tour etc. It is motivate them to sell more.
Recommendations
Adopt the aggressive marketing strategy like Kogta Import & Export.
Also reach to the customer’s reference groups like Hotels, Private Caterers, Mall,
Departmental Stores, and Super Market.

CHAPTER 2
INTRODUCTION
2.1) Preamble to the Topic
2.2) Problem Definition
2.3) Objective of the Study
2.4) Scope Of the Study
2.5) Research Design
2.6) Limitation of the Study

2 INTRODUCTION
2.1 Preamble To The Topics
Maintain good relationships
Customer feedback is the most important in Agro industry because the Spices & Pulses is the
product through which the home is made if the customer is fully satisfied with the quality of the
Spices & Pulses then that Spices & Pulses is good if the customer is not satisfied with the Spices
& Pulses quality then that cement is not good. If the firstly the company is provide is the good
Spices & Pulses to the customer then that customer is attach with company & to maintain such
attachment with customer that time the company is need to provide the same quality Spices &
Pulses at any situation means maintain the relation with customer.
Problem Faced By Dealer
The Wholesaler & Retailer get the various problems to sales the Spices & Pulses to the customer,
the problem is may be related to the geographical area, language & vehicle problem etc.
Helps in forming sales Strategy
The Wholesaler & Retailer is faced the various problems so that there is necessary to forced the
strategy to sale the Spices & Pulses, the strategy made in such a way that the Wholesaler &
Retailer problem should be solve.

2.2 Problem Definiton
Proper Communication with Dealers and Customer helps the organization to increase the sale of
the company and reduces the marketing efforts of the company, thus Arpit Agro wants to know
that there Communication System is working properly or not, and then I choose subject for
Research- A Study of Wholesaler & Retailers Feedback towards Product of Arpit Agro.

2.3 Objective Of The Study
Objectives of the study are as under:
To understand the reasons behind selling different brands of Spices & Pulses by Wholesaler
& Retailer.
To know the factors considered by consumers while purchasing Spices & Pulses.
To understand the effectiveness of various sales promotion activities of Spices & Pulses.
To analyze packaging, quality, delivery etc of Arpit Agro and other brands in market.
To study challenges faced by Wholesaler and retailers in selling Spices & Pulses brands.

2.4 Scope Of The Study
Scopes of the study are:
The study has been done for the Spices & Pulses so more or less it helps in understanding the
consumer preference towards the Spices & Pulses market.
Scope of the market research was limited to Jalgaon district.
Retailers selling different brands of Spices & Pulses were studied during the research to find
out the market share and overall performance of Arpit Agros Productt in Jalgaon district.

2.5 Research Design
Once the problem is defined the next step is the research design. The research
design is the basic framework, which provides guidelines for the rest of research Process. It is a
map or blueprint according to which the research is to be conducted.
A research design is the arrangement of condition for collecting & analysis of
data in a manner that aims to provide relevance to the research purpose with economy in
procedure. It constitutes decision regarding What, Where, When, How much, by what means a
research study could be carried out.
To carry out the all research process I decided to do survey on Wholesaler and
Retailer of Product of Arpit Agro, for that I prepared questionnaires for Wholesaler and Retailer.
And I selected the Wholesaler and Retailer randomly.

STATEMENT OF THE PROBLEM
OBJECTIVE OF THE STUDY
SCOPE OF THE STUDY
LIMITATION OF THE STUDY
COMPONY PROFILE
PRODUCT PROFILE
RESEARCH METHODOLOGY
DATA ANALYSIS
FINDINGS
SUGGESTIONS
RECOMMENDATIONS
CONCLUSIONS
ANNEXURE
Figure: Steps
in research
design

2.6 Limitation of Study
1. The study is restricted to Jalgaon District only.
2. Time is a constraint in study as only 60 days were allotted.
3. It was experienced during the survey that it was difficult to get correct information from
Wholesalers and retailers.

CHAPTER 3
LITERATURE REVIEW
3.1) Introduction
3.2) History
3.3) Types
3.4) Applications
3.5) Importance
3.6) Benefits

3 LITERATURE REVIEW
3.1 Introduction
'feedback' exists between two parts when each affects the other.
Feedback is a process in which information about the past or the present influences the same
phenomenon in the present or future. As part of a chain of cause-and-effect that forms a circuit or
loop, the event is said to "feed back" into itself.
Definition of Customer Feedback
Information coming directly from customers about the satisfaction or dissatisfaction they feel
with a product or a service. Customer comments and complaints given to a company are an
important resource for improving and addressing the needs and wants of the customer. The
information is procured through written or oral surveys, online forms, emails, letters, or phone
calls from the customer to the company.
(Source: http://www.businessdictionary.com/definition/customer-feedback.html#ixzz2rp2fMA1H)
Feedback signal - the measurement of the actual level of the parameter of interest.
Feedback mechanism - the action or means used to subsequently modify the gap.
Feedback loop - the complete causal path that leads from the initial detection of the gap to the
subsequent modification of the gap.

3.2 History
Self-regulating mechanisms have existed since antiquity, and the idea of feedback had started to
enter economic theory in Britain by the eighteenth century, but it wasn't at that time recognized
as a universal abstraction and so didn't have a name.
The verb phrase "to feed back", in the sense of returning to an earlier position in a mechanical
process, was in use in the US by the 1860s, and in 1909, Nobel laureate Karl Ferdinand Braun
used the term "feed-back" as a noun to refer to (undesired) coupling between components of an
electronic circuit.
By the end of 1912, researchers using early electronic amplifiers (audions) had discovered that
deliberately coupling part of the output signal back to the input circuit would boost the
amplification (through regeneration), but would also cause the audion to howl or sing. This
action of feeding back of the signal from output to input gave rise to the use of the term
"feedback" as a distinct word by 1920.
There has been over the years some dispute as to the best definition of feedback. According to
Ashby (1956), mathematicians and theorists interested in the principles of feedback mechanisms
prefer the definition of circularity of action, which keeps the theory simple and consistent. For
those with more practical aims, feedback should be a deliberate effect via some more tangible
connection.
"[Practical experimenters] object to the mathematician's definition, pointing out that this
would force them to say that feedback was present in the ordinary pendulum ... between
its position and its momentum—a 'feedback' that, from the practical point of view, is

somewhat mystical. To this the mathematician retorts that if feedback is to be considered
present only when there is an actual wire or nerve to represent it, then the theory becomes
chaotic and riddled with irrelevancies."
Ramaprasad (1983) defines feedback generally as "...information about the gap between the
actual level and the reference level of a system parameter" that is used to "alter the gap in some
way." He emphasizes that the information by itself is not feedback unless translated into action.

3.3 Types Of Customer Feedback
The three types of customer feedback are:
Customer needs
• Used to plan for and develop new services, or redesign existing services.
Customer experiences
• Used to improve service delivery, and determine if the service is being provided in ways
that deliver customer satisfaction or dissatisfaction.
Customer outcomes
• Used to document the impact of the service on customers, evaluate the effect of the
service and report on results.

3.4 Applications
Control theory
Feedback is extensively used in control theory, using a variety of methods including state space
(controls), full state feedback (also known as pole placement), and so forth. Note that in the
context of control theory, "feedback" is traditionally assumed to specify "negative feedback".
PID controller
The most common general-purpose controller using a control-loop feedback mechanism is a
proportional-integral-derivative (PID) controller. Heuristically, the terms of a PID controller can
be interpreted as corresponding to time: the proportional term depends on the present error, the
integral term on the accumulation of past errors, and the derivative term is a prediction of future
error, based on current rate of change.
In organizations
As an organization seeks to improve its performance, feedback helps it to make required
adjustments. Feedback motivates many people in the work place. People who receive negative or
positive feedback must decide how to apply it to their job. Joseph Folkman says that to find the
greatest level of success in an organization, working with other people, a person should learn
how to accept any kind of feedback, analyze it in the most constructive manner possible, and use
it to further impact future decision making.

3.5 The Importance of Customer Feedback
Companies use marketing research surveys to garner many types of information from consumers
and business customers. Businesses gather some of this information prior to introducing
products, but they acquire the majority of customer data after they have introduced products.
Whatever the case, customer feedback is important for a number of reasons
Your business will make more money if your customers are happier. But how do you keep your
customers happy? How do you even know what your customers like or dislike about your
product?
Ask them.
Asking for customer feedback can provide extremely valuable insight for your business and
products. After every one of my company's events for entrepreneurs, we send out a short survey
to the folks who came asking for their feedback on the event. A few days later, we review the
feedback, both positive and negative.
This feedback directly influences what changes we make for the next event, what aspects we
want to highlight more, and what parts need to stay exactly the same. This feedback is invaluable
to us, and it doesn’t cost us anything to get.

3.6 Benefits of Customer Feedback
The benefits of bringing the Voice of the Customer into your Business are numerous. Here are
some of the benefits that customer feedback can bring your company:
• Your Customers opinions and feelings are acknowledged as being important.
• Your Customers are listened to and heard, a positive feeling is directed back to you as their
supplier.
• Satisfied customers provide affirmative quotes, narratives and stories that can be used to
promote your business. On average Client Insight receives 8 to 10 affirmative comments per
interview. What does that say about our ability to engage your clients. Click here to see examples
of satisfied customers.
• Your Customers realize that their supplier (your company) is interested in improving and
enhancing their business relationship.
• Your company name is escalated to the customer’s “top of mind” so that referrals continue. We
all like a positive story and a frequent “water cooler” conversation often follows “guess what my
supplier is doing …”
• Customers feel open to provide honest and upfront feedback to a neutral third party. This
insight is often inaccessible in any other manner.
• Your Customers are reminded of your Company’s name and the diligence you have taken to
meet their needs.

CHAPTER 4
COMPANY PROFILE

4 COMPANY PROFILE
The company is established in 1993, the managing Director Mr. Mahavir Jain has an 20 years
of experince of the field. With a mission for national growth he has intiated the best techniques
to achieve international standard in manufacturing pulses, the reason is simple the Arpit Agro
pulses are exported to over 40 countries across the world.
Jalgaon is the main growing area for pulses. It is having dry-hot climate which is effective to
make the world class pulses. Jalgaon city is having hold of International Market. The
International Commodity Market is controlled by Jalgaon City.
INFRESTRUCTURE
The area of the company is around 48000sq.ft. which obviously encompasses the highly
advanced technology. The Arpit Agro pulse Industry has best modern technology at the work.
The entire processing and packaging is done under one roof. The quality of pulse produced due
to skill workers and professional experts.
Infrastructure Of Arpit Agro Industries Pvt. Ltd.
EXPORT
At the national level the Arpit Agro Pulses & Spices are supplied in all major cities and is easily

available at almost all Grocery Shops, Food departmental stores and Malls. At the international
level Arpit Agro pulses & Spices are exported to the countries of 5 continenets like USA, UK,
Canada, New Zealand, Australia, Middle East, Far East, Europe, Sri lanka, Pakistan ,Saudi
arabia & Africa etc.
QUALITY POLICY
Quality products and customer satisfaction are our goals. We try to ensure that we sell only
the best that is why we have a history of fully satisfied costomers from the world. You name it
and we have it . We are dedicated to supplying you only the finest products available in the
market. We are very particular in the items that we purchases so that you can be worry free while
purchasing the dal.
We probe these areas to ensure that we purchase only the highest class of excellence
We clean the goods by colour sorter machine and get the 99.995 purity
We control the critical moisture level of the Dal to increase the shelf life of the Product
Reaching across 5 continents of the world, Arpit Agro has carved niche for itself in the global
pulse industry. Our all pulses are highly appreciated, purchased & consumed by the consumers
because they are clean, pure, hygienic, untouched by human hands.
The extensive R & D work assures the tasteful, aromatic, natural, pulses at every slot of time
Maharashtra state Export Award FOR YEAR 2007-08

AWARD-World-Economic-Development-Award-for-Quality-Excellence
INHOUSE MECHNIRY
Infrastructure with following machineries:
Dall Mill Plant
Polishing Plant
Post Cleaning Plant
Sortex Machine
Gravity separator

Fully Automated Consumer packing machine:
PLC (Programmed Logistic Control)
Auto Form Fill & Seal
Computerized weighment
Nitrogen Flush
Date and batch coading
SORTEX Machine
The equation of the quality in Arpit Agro is easy to cook, tasty & healthy to eat. The results of
the up-to-date machineries used in the company is
Accurate cleaning of pulses, leaving no contamination & no impurities.
Uniformity in quality of product.
Hygienic, intact freshness & longer shelf life
ACHIVIMENTS

Certificate Of Registraton
ISO : 9001 2000
Recognition by the Director of Transpacific Certificatios LTD.
Certificate Of approval
Recognition by the Lead Auditor of Transpacific Certificatios LTD.
The HACCP system is applicable to "Importing. Exporting. manufacturing and Supply of
pulses."
"STAR EXPO0RT HOUSE "
CERTIFICATE BY GOVERNMENT OF INDIA .

The equation of the quality here in Arpit Agro is easy to cook, tasty & healthy to eat. The results
of the up-to-date machineries used in the company is
Accurate cleaning of pulses, leaving no contamination & no impurities.
Uniformity quality of product.
Hygienic, intact freshness & longer shelf life.
The HDPE bags, Jute Bags & laminated flexible pouches are used to pack the fresh dal. The
purity and the taste should be maintained; hence the packaging care of the product is taken
properly. The packaging is suitable as per the European, American & Asian standards so the dals
are packed & denoted in Kilogram & Pound form.
Packaging are available in Bulk quantities of 15, 18, 20, 25, kg. and consumers packs available
in Kilogram & Pound like 1/2Kg, 1Kg, 2Kg & 5Kg as well as 1lb, 2lb, 4lb, 8lb & 10lb.
The Machineries & the methods that are used for packaging as well as production are...
Product List
WHITE CHICK PEAS OIL SEEDS
SIZE / COUNT PER OUNCE NATURAL SESAME SEEDS
14 MM 40/42 BLACK SESAME SEEDS
12MM 42/44 HULLED SESAME SEEDS
11MM 44/46 SAFFLOWER SEEDS
9 MM 58/60 SOYA BEAN
8 MM 75/80 GROUND NUT KERNEL
CHICK PEAS GOLDEN MUSTARD SEEDS BLACK

SPICES FOOD GRAIN/ BIRD FEED
CORIANDER SEEDS SPLIT WHITE JUWAR ( SORGHUM )
CORIANDER SEEDS GREEN BAJRA ( MILLE T)
CUMIN SEEDS WHITE YELLOW MAIZE (CORN )
CUMIN SEEDS BLACK PULSES
DIL SEEDS TOOR DAL
RED CHILLI URID DAL
FENNEL SEED MOONG DAL
FENUGREEK SEED TOOR DAL
TURMERIC FINGER CHANA DAL
MUSTARD SEEDS BROWN MASOOR DAL

ADDERESS & CONTACT INFORMATION
Arpit Agro Industries Pvt. Ltd.
F-71, MIDC Area,
Jalgaon-425003
(Maharashtra State) India.
Tel. +91 257 2272352,
+91 257 2270050,
+91 257 2210050 ,
Fax +91 257 2272654
Cell +91 9823115093
Email info@arpitagro.com
mahaveer_jal@hotmail.com
arpitagro@dataone.in
Skype: mahaveer.jain12

CHAPTER 5
PRODUCT PROFILE

5 PRODUCT PROFILE
Pulses & Spices are extremely nutritious and healthy, being a major food of Indian as well as
every Vegeterian Human being on this living world. Pulses are the main source of proteins, fibre
& vitamins.
Our variety includes Rajma (baked beans), Masoor, Moong, Arhar, Urad, Channa and Toor Dal.
Our dals adhere to the highest standards of quality.
They retain their delicious flavor and do not lose their appetizing color, texture and aroma.
Spices
Coriander Seed Split Coriander Seed CUMIN SEEDS BLACK DIL SEEDS
Fennel Seed Fenugreek Seed MUSTARD SEEDS BLACK MUSTARD SEEDS BROWN
RED CHILLI TURMERIC
Oil Seed
PEANUT BOLD PEANUT JAVA S AFFLOWER SEEDS SESAME SEEDS BLACK

SESAME SEEDS HULLED SESAME SEEDS BLACK SESAME SEEDS NATURAL SOYABEAN
Food Grain
GREEN BAJRA SORGHUM WHITE Yellow Maize Corn
Chick Peas
CHICK PEAS DESI/WHITE CHICK PEAS

CHAPTER 6
RESEARCH METHODOLOGY
6.1) Research Methodology
6.1.1) Research Methodology
6.1.2) Research Objective
6.1.3) Data (Primary & Secondary)
6.2) Sampling Methodology

6 RESEARCH METHODOLOGY
6.1 RESEARCH METHODOLOGY
6.1.1 Research Objectives
To understand the reasons behind selling different brands of Pulses & Spices by Wholesalers
& Retailers.
To know the factors considered by consumers while purchasing Pulses & Spices.
To understand the effectiveness of various sales promotion activities of Pulses & Spices.
To analyze packaging, quality, delivery etc of Arpit Agro and other brands in market.
To study challenges faced by Wholesalers & Retailers in selling Pulses & Spices brands.

6.1.2 Types of Research Design
Type of Study
The type of study done was Descriptive.
Descriptive research includes surveys and facts findings enquiries of different kinds. The major
purpose of research of this type of research is to know what is happening and includes attempts
to discover causes.
Nature of Study
The research was Quantitative and qualitative in nature.
Type of Questionnaire / Schedule
The type of questionnaire used during the survey was the Structured and formalized
Questionnaire. The respondents were administered a questionnaire having Questions containing
multiple choice questions.
Type of Analysis
Type of analysis carried out during the study was statistical analysis. It was clear that the
information collected for the research was completely quantitative. So the analysis of the data
was statistically done.

6.1.3 Data (primary and secondary)
Primary Data
The data collected by an investigator or agency for the first time for any statistical investigation
and used for statically analysis, is termed as primary data. In primary research, data is collected
specifically for the study at hand.
Primary data was collected from market place by interacting with the Wholesalers, retailers and
users through the Personal Interview survey method. The corresponding name and address or the
Wholesalers and retailers were provided by the company sales office Jalgaon. Convenience
sampling has been done to carry out the survey. The instrument used for data collection is a
structured questionnaire.
Secondary Data
Unlike primary data, the second data are already collected and processed in nature. The
researcher can directly use them.
It was collected after going under through data provided by company, collected through the
internet and Arpit Agros website etc.
Research Instrument
Structural Questionnaire was the Research Instrument.

6.2 Sampling Methodology
Sample Design
A sample design is a definite plan for obtaining information (sample) form a given population.
The market researcher must define the target population to be sampled. The sampling units
chosen for this survey ware the dealers & retailers selling Pulses & Spices.
Target Wholesalers & retailers listed in company data ( provided by
Jalgaon Arpit Agros office )
Sample element Wholesalers & Retailers of Product of Arpit Agro.
Sample size Census study
The overall sample size for the study was 50 dealers &
retailers listed in company data.
( provided by Jalgaon Arpit Agros office )
Sampling Method Convenience Method
Sample Unit The survey was conducted in Jalgaon district only. The area
covered under the survey was almost Jalgaon district.
Sample duration The sample duration for survey and interviews was 40 days;
remaining days were spent in the data analysis and
interpretation.

Areas Covered
The market study is conduct on the Wholesalers, retailers of Product of Arpit Agro brands of
Jalgaon district. The geographical scope of my study is limited to the area of Jalgaon district
where by different area were covered.
• Jalgaon
• Amalner
• Chopda
• Pacohra
• Adavad

CHAPTER 7
DATA ANALYSIS

7 DATA ANALYSIS
Q.1) Qualification of owner?
Particulars Under Graduate Graduate Post graduate Doctorate Total
Respondents 24 20 6 0 50
% of Targeted
Respondents
48 40 12 0 100
INTERPRETATION
The above data shows that 48% respondents are under graduates, 40% are graduates, 12% are
post graduates and there is 0% doctorate in sample population.

Q.2) What is your average monthly sales of Product of Arpit Agro?
Particulars 0-500 Kg
500-1000
Kg
1000-2500
Kg
More than
2500 Kg
Total
% of Targeted
Respondents
22 40 26 12 100
0
5
10
15
20
25
0‐500 Kg 500‐1000 Kg 1000‐2500 Kg More Than 250 Kg
INTERPRETATION
It is observed that 22% of the respondents are having the monthly sales figure between 0-500
Kg, while 40% of the respondents are having the sales between 500-1000 Kg. The parentage of
1000-2500 and more than 2500 Kg are 26% and 12% respectively.

Q.3) Since how long your business is in operation?
INTERPRETATION
The above chart shows that most of the respondents who all are surveyed, they have dealership
or sub-dealership of various brands since long time and some are new shops. 22% of shops are
pretty new and are 0-2 years old; similarly 18 % of the shops were 2-5 years old. 18 % of the
shops are 5 to 10 years old while 42% of the shops are more than 10 years old.
Particulars 0- 2 years
2-5
years
5-10
years
10 >
years
Total
% of Targeted Respondents 22 18 18 42 100

Q.4) What payment options do you give to your customers?
Particulars Cash Credit Both Total
Respondents 11 4 35 50
% of
Targeted
Respondents
22 8 70 100
INTERPRETATION
The above pie chart shows that most of the respondents who all are surveyed, they sell on both
basis. 70% of Wholesalers & Retailers are sells on both i.e. cash &credit, only 8% only sales on
only credit and 22% of samples are sells on only cash basis.

Q.5) Kindly express the duration of credit?
Particulars
No
Credit
2-4
Days
1 Week 15 Days
1
Month
More than 1
month
Total
Respondents 11 10 12 11 3 3 50
% of Targeted
Respondents
22
20 24 22 6 6 100
INTERPRETATION
It is found that some shops are small hence there capital is less also they don’t hold the
dealership of any company. Hence they are not selling on credit basis i.e. 11 shops. Remaining
39 shops are sales on credit basis. Hence 22% respondents not selling on credit, 26% respondents
sales on 2-4 days credit period, 32% respondents sales on 1 week credit period basis, 28%
respondents sales on 15 days credit period basis, 7% & 7% respondents sales on 1 month and
more than 1 month credit period basis respectively.

Q.6) Do customers ask for a particular Brand?
Particulars Yes No Total
Respondents 36 14 50
% of Targeted Respondents 72 28 100
INTERPRETATION
The above data shows that 72 % respondent are told that customer ask for a particular brand, and
28% respondent were told that customer not ask for any particular brand.

Q.7) Which brand is generally asked by the customer?
Particulars Kogta Arihant Sunil Arpit Mohan Total
Respondents 17 3 8 5 3 36
% of Targeted Respondents 48 8 22 14 8 100
0
2
4
6
8
10
12
14
16
18
Kogta Arihant Sunil Arpit Mohan
INTERPRETATION
In brand preference 48 % consumer asks for Kogta because of its aggressive marketing strategy
and advertisement, 8% asks for Arihant, 22 % ask for Sunil. Then 14 % & 8% consumer ask for
Arpit and Mohan respectively because of price-sensitive consumers.

Q.8) Why do you prefer selling particular brands of Pulses & Spices
over others?
Factors Strongly
Agree
Agree Naither Agree
Nor Disagree
Disagree Strongly
Disagree
Profit margin 28 44 4 20 4
Demand 36 46 2 14 2
Loyalty 42 38 0 18 2
Brand 32 46 0 16 6
Quality 22 46 0 20 12
INTERPRETATION
The above data shows that all the factors like profit, demand, loyalty, brand, quality are equally
important for Wholesalers & Retailers.

Q.9) According to you, what influences a Pulses & Spices customer’s
purchase most?
Particulars Price Quality Advertisement Reference Total
% of Targeted
Respondents
40 16 30 14 100
INTERPRETATION
The above data show that customers give the maximum weight age to the Price of Spices &
Pulses. Even Advertisements play a major role in their buying decisions. 40% of respondent told
that consumer influence by price, 16% influence by quality, 30% influence by Advertisements
and 14% influence by reference.

Q.10) What percentage of your Pulses & Spices customers are?
Retailers Caterers Hotels Individual customer
16% 30% 42% 12%
16%
30%
42%
12%
Retailers
Caterers
Hotels
Indivisula Customer
INTERPRETATION
In selling of Pulses & Spices there are different types of consumers like individual, caterers,
masons, retailer etc. the result of this question the percentage of selling from total sell were 16%
retailers, 30% Caterers, 42% Hotels, and 12% Individual customer.

Q.11) Rate the sales promotion activities of Pulses & Spices
companies according to their effectiveness.
Advertisement
Particulars
Least
effective
Somewhat
effective
Neutral
Effectiv
e
Very
effectiv
e
Total
% of Targeted
Respondents
4 12 4 64 16 100
INTERPRETATION
Advertisement is considered the important tool for sales promotion as 4% dealers & retailers said
it least effective, 12% considered it somewhat effective, 4% are neutral, 64% considered as
effective and 16% considered it very effective which shows according to dealer & retailers
customers could be gained through advertisement.

Responses
Wall painting
Particulars
Least
effective
Somewhat
effective
Neutral Effective
Very
effective
Total
% of Targeted
Respondents
8 14 6 40 32 100
INTERPRETATION
Followed by advertisement wall painting is the most effective activity for sales promotion as far
as customers are concerned. It plays an important role in buying decisions of customers as they
are more likely to get attracted towards wall paintings which keeps them reminding about any
particular brand. As per survey 8% dealers & retailers said it least effective, 14% considered it
somewhat effective, 6% are neutral, 40% considered as effective and 32% considered it very
effective which shows according to dealer & retailers customers could be gained through wall
paintings.

Responses
Hoardings
Particulars Least effective
Somewhat
effective
Neutral Effective
Very
effective
Total
% of targeted
Respondents
2 8 10 30 50 100
INTERPRETATION
Hoardings are considered important sales activity after wall paintings, as almost 80 % dealers
said that customers are more likely to notice hoardings placed at public areas. So according to
dealers from customers point of view hoarding is very effective sales promotion activity. As
results 2% said it least effective, 8% said it somewhat effective, 10% are neutral, 30% considered
as effective and 50% said it very effective.

Responses
Word of Mouth
Particulars
Least
effective
Somewhat
effective
Neutral Effective
Very
effective
Total
% of targeted
Respondents
10 20 4 26 40 100
INTERPRETATION
Word of Mouth is another sales promotion activity which can be taken up and which is effective
also as customer is very likely to get influenced by engineers, contractors and shop keepers. The
above chart also shows that according to 10% dealer’s mouth selling is least effective, 20% said
its somewhat effective,4% are neutral, 26% and 40% consider it effective and very effective
respectively. Hence it is an important sales promotion activity.

Q.12) Rate the following different promotion schemes known to you.
(5 being highly practiced, 1 being lowest practiced)
Different promotion schemes (in view of seller)
Discount
Mansoon,
Contractor meet
Gift item Tour
1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5
2 8 9 11 20 9 8 17 10 6 4 7 13 16 10 6 2 14 18 10
4 16 18 22 40 18 16 34 20 12 8 14 26 32 20 12 4 28 36 20
INTERPRETATION
It is observed that discount is mostly practiced promotional activity followed by gift items, tour
and masons, contractor meet.

14). During which months/period your sales are Maximum?
Particulars Regular
April –
June
July –
September
October –
December
January
– March
Total
% of targeted
Respondents
28 16 12 20 24 100
INTERPRETATION
It is found that 28% shops respondents are Regular purchased, 16% in April-June, 12% in July–
September, 20% in October– December, 24% in January – March.

Q.15) What is highest challenge you face while selling the Pulses &
Spices?
Particulars Competition Demanding customers Price Quality Total
% of targeted Respondents 40 18 28 14 100
INTERPRETATION
In the above data found that 40% of shops agreed on increasing competition as one of the
important challenge which face while persuading their customers. The highly demanding
customers are thinks as a challenge by 18% shops respondents while price differentiation and
quality are taken as a challenge by 28% and 14 % shops respectively.

CHAPTER 8CHAPTER 8
FINDINGSFINDINGS

8 FINDINGS
48% respondents are under graduates, 40% are graduates, 12% are post graduates and there is
0% doctorate in sample population.
It is observed that 22% of the respondents are having the monthly sales figure between 0-500
Kg, while 40% of the respondents are having the sales between 500-1000Kg. The parentage
of 1000-2500 and more than 2500 Kg are 26% and 12% respectively.
22% of shops are pretty new and are 0-2 years old; similarly 18 % of the shops were 2-5
years old. 18 % of the shops are 5 to 10 years old while 42% of the shops are more than 10
years old.
70% of Wholesalers & Retailers are sells on both i.e. cash &credit, only 8% only sales on
only credit and 22% of samples are sells on only cash basis.
22% respondents not selling on credit, 26% respondents sales on 2-4 days credit period, 32%
respondents sales on 1 week credit period basis, 28% respondents sales on 15 days credit
period basis, 7% & 7% respondents sales on 1 month and more than 1 month credit period
basis respectively.
72 % respondent are told that customer ask for a particular brand, and 28% respondent were
told that customer not ask for any particular brand.
In brand preference 48 % consumer asks for Kogta because of its aggressive marketing
strategy and advertisement, 8% asks for Arihant, 22 % ask for Sunil. Then 14 % & 8%
consumer ask for Arpit and Mohan respectively because of price-sensitive consumers.

All the factors like profit, demand, loyalty, brand, quality are equally important for
Wholesalers & Retailers.
40% of respondent told that consumer influence by price, 16% influence by quality, 30%
influence by Advertisements and 14% influence by reference.
Percentage of selling from total sell were 16% retailers, 30% Caterers, 42% Hotels, and 12%
Individual customer.
Advertisement is considered the important tool for sales promotion as 4% dealers & retailers
said it least effective, 12% considered it somewhat effective, 4% are neutral, 64% considered
as effective and 16% considered it very effective which shows according to dealer & retailers
customers could be gained through advertisement.
Wall painting is the most effective activity for sales promotion as far as customers are
concerned. It plays an important role in buying decisions of customers as they are more likely
to get attracted towards wall paintings which keeps them reminding about any particular
brand. As per survey 8% dealers & retailers said it least effective, 14% considered it
somewhat effective, 6% are neutral, 40% considered as effective and 32% considered it very
effective which shows according to dealer & retailers customers could be gained through
wall paintings.
Hoardings are considered important sales activity after wall paintings, as almost 80 % dealers
said that customers are more likely to notice hoardings placed at public areas. So according
to dealers from customers point of view hoarding is very effective sales promotion activity.
As results 2% said it least effective, 8% said it somewhat effective, 10% are neutral, 30%
considered as effective and 50% said it very effective.

Word of Mouth is another sales promotion activity which can be taken up and which is
effective also as customer is very likely to get influenced by Peoples. The above chart also
shows that according to 10% dealer’s mouth selling is least effective, 20% said its somewhat
effective,4% are neutral, 26% and 40% consider it effective and very effective respectively.
Hence it is an important sales promotion activity.
It is observed that discount is mostly practiced promotional activity followed by gift items,
tour and masons, contractor meet.
It’s found that 28% shops respondents are Regular purchased, 16% in April-June, 12% in
July–September, 20% in October– December, 24% in January – March.
It’s found that 40% of shops agreed on increasing competition as one of the important
challenge which face while persuading their customers. The highly demanding customers are
thinks as a challenge by 18% shops respondents while price differentiation and quality are
taken as a challenge by 28% and 14 % shops respectively.

CHAPTER 9
SUGGESSTIONS

9 SUGGESSTIONS
Following are some of the suggestions for the company.
Kogta Import & Export is more popular amongst customers because of their aggressive
marketing. So to build the strong brand image, Arpit Agro has to adopt aggressive marketing
strategies.
Arpit Agro has to show its presence in the market not in the terms of dealers but should also
reach to the customer’s reference groups like Hotels, Caterers, Mall, Super Store via different
means. Dealer meets should be organized in every six months.
Since advertisement was found effective form of communication so company should come
up with good advertisement.
Like other competitors, Arpit Agro should be also conduct product promotional programs
regularly.
Company is having one of the best marketing supports, delivery term and packaging with
which can tap the new opportunity and focus on expanding its market in order to grab the
market shares.

The company should provide some gifts to the Wholesalers & Retailers beside discount.
Since it was observed that Wholesalers & Retailers assume gifts as motivational factor.
Company should focus on improving the quality. Since the customers perceived it as an
average quality product as compare to other brands.

CHAPTER 10
CONCLUSIONS

10 CONCLUSIONS
In the market, Arpit Agro is well known brand of Pulses & Spices. This is the result of the good
pricing policy, good delivery of the Arpit Agro. There are five major players in the market but
because of good discounting schemes and pricing Arpit Agro have a good market share.
The market survey undertaken shows that effective marketing efforts play a vital role in
creating the goodwill of the brand.
The distribution channel of Arpit Agro is well designed and made effective this ensures
timely availability of Spices & Pulses to consumers.
Arit Agro has positioned itself as a good product with very competitive pricing as compared
to its competitors.
Promotional schemes for Wholesalers & Retailers are very important like discount, gift
items, tour etc. It is motivate them to sell more and Arpit Agro has undertaken good schemes
to attract Wholesalers & Retailers.

CHAPTER 11
BIBLIOGRAPHY

11 BIBLIOGRAPHY
1. Marketing Management : By Philip Kotler
2. Marketing Management : By Sherlekar
3. Research Methodology : By C. R. Kothari
WEB LIOGRAPHY:
1. www.arpitagro.com,
2. http://www.wikipedia.com,
3. http://www.google.co.in

CHAPTER 12
ANNEXURE

12 ANNEXURE
Q.1. Qualification of owner.
Under graduate Post graduate
Graduate Doctorate
Q.2. What is your average monthly sales of cement?
0-500 Kg 500-1000 Kg
1000-2500Kg More than 2500 Kg
Q.3. Since how long your business is in operation?
0- 2 years 2-5 years
5-10 years More than 10 years
Q.4. What payment options do you give to your customers?
Cash Both
Credit
Q.5. Kindly express the duration of credit?
No credit 2-4 days
1week 15 days
1 month More than 1 month
Q.6. Do customers ask for a particular brand?
Yes No
Q.7. which brand is generally asked by the customer?
Kogta Arpit
Mohan
Arihant
Sunil

Q.8. Why do you prefer selling particular brands of cement over others?
Factors Strongly
Agree
Agree Naither Agree
Naither
Disagree
Disagree Strongly
Disagree
Profit margin
Demand
Loyalty
Brand
Quality
Q.9. According to you, what influences a cement customer’s purchase most?
Price Quality
Advertisement Reference
Q.10. What percentage of your cement customers are?
Retailers Caterers Hotels Individual customer
accompanied by
mason
Q.11. Rate Rate the sales promotion activities of cement companies according to their
effectiveness.
Activities
Least
effective
Somewhat
effective
Neutral Effective
Very
effective
Advertisement
Wall paintings
Hording
Word of Mouth
Q.12. Rate the following different promotion schemes known to you. (5 being highly practiced,
1 being lowest practiced)
Discount Masons, Contractor
meet
Gift item Tour

Q.14. During which month/period your sales are Maximum?
Regular April – June
July – September October – December
January – March
Q.15. What is highest challenge you face while selling the cement?
Competition Demanding customers
Price Quality
Date: ………………………………
Place: ……………………………..
…………………………………...
(Surveyor’s Signature)

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