05-04-2012, 01:04 PM
ANALYSIS OF CONSUMER PERCEPTION WITH RESPECT TO DABUR HONEY
55711225-analysis-of-consumer-perception-on-Dabur-Honey.pdf (Size: 434.53 KB / Downloads: 75)
INTRODUCTION
Dabur India Limited, established in 1884, is one of the oldest health and personal care
companies of India. This young man, Dr. S.K. Burman, laid the foundation of what is
today known as "Dabur India limited". The brand name Dabur is derived from the
words ‘Da’ for Daktar or doctor and ‘bur’ from Burman. From a humble beginning in
1884, as a manufacturer of traditional medicine in Calcutta, Dabur has come along
way to become a multi-facet, multi- locational and multi-product modern Indian
Corporation with a global presence.
OBJECTIVE OF THE STUDY
Following are the objectives of the study:
1. To know retailers and consumers perception about Dabur honey
2. To analyze the market of honey in Delhi, Noida and Ghaziabad.
3. To understand the economic factors affecting the sales volume and their
opportunities.
The purpose of undertaking this project is to get to the real life exposure and to get the
feel of the market dynamics
SCOPE OF THE STUDY
The scope of this project is limited to the understanding of the product life cycle and
the market potential of Dabur Honey. The focus of this project is to increase the
consumption of Dabur honey and help the organization from constant threat from its
competitors and suggests the ways and opportunities to maintain the share of Dabur
honey.
LIMITATIONS OF THE STUDY:-
Following are the important limitations faced during the research work undertaken
1. It was highly expensive and time consuming.
2. The research is carried out on customers, dealers wholesaler retailers etc. who are
human beings. Human beings have a tendency to behave artificially when they
know that they are being observed.
3. Subjectivity is the main limitation of the study. It is very difficult to verify the
research results.
4. The projects generally took longer time. The time by which the research results
are presented market situation can undergo a change.
Research Design
This project will be conducted based on the qualitative empirical research including
graphical representation of the collected data. A qualitative method was chosen for
this project, because it tends to focus on one or a small number of cases, to use depth
analysis of collected materials, to be discursive in method. Qualitative exploratory
method is appropriate here, since this project will focus on the perceptions and
prioritization of consumer in case of purchasing dabur honey and the various factors
and identify important parameters for customer acceptance of dabur honey.
DATA SOURCE
The Initial data was collected with the help of the managers and executives of the
company. The Questionnaire was framed with the needed information in mind and
each question was directed and denoted towards finding out specific information.
CONCLUSIONS
On the basis of the study following conclusions have been arrived at
This survey has revealed that the Ayurvedic industry is a very complex industry with
a manufacturing process, which is sensitive and requires expert supervision as Dabur
Honey enjoy good brand loyalty.
Fluctuating demand of Ayurvedic medicines is a problem with which
companies have to contend. As in the case of Asav-arishtas which enjoy good demand
during season changes and warm months low demand in the other seasons , the
demand is not met well by companies which fail to accurately predict this pattern and
hence end up producing insufficient quantities when the demand is high and end up
with excess inventory as the demand wanes. The companies fail to review their targets
accurately to coincide with the decreasing levels of demand.