Malwa Institute of Science & Technology, INDORE

DEVI AHILYA VISHWAVIDYALAYA, INDORE

A
Synopsis
On
ANALYSIS OF FACTORS AFFECTING THE LOW SALES

OF PACKAGED ATTA

(A Research Synopsis submitted as partial fulfillment for the

award of the Degree of Masters of Business Administration)

(2015-2017)

UNDER GUIDENCAE :
SUBMITTED BY:

Prof. AKHILESH SINGH JITENDRA YADAV

MBA
3 Sem.
rd

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 Roll
No.:

CONTENT
S.No TOPIC PAGE
NO.
1. Introduction 3
2. Scope of the study 3
3. Review of literature 4
4. Objectives 5
5. Methodology 6
6. Outline of the chapter 7
7. Reference 8

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 INTRODUCTIO

a. Background
Food is powerful symbol of cultural identity; wheat considered to be a staple part of diet for most
of northern and western part of India, is also finding its way into the culinary habits of the south
and the east where rice has traditionally ruled the platter.

b.Details Of Industry
An increasing population and growing consumer demand for packaged foods has forced food and
beverages industry to look at new technologies that provide flexibility, ease of operation and
constant tracking of the production process.

1.Aashirvaad
At ITC Aashirvaad, extra care is taken to keep things as natural as possible. The way Mother
Nature intended for them to be. That is why you will see that a lot of traditional, sometimes even
cumbersome methods that the world has long left behind are adopted, so that you can have a taste
of the authentic.

2.Shakti Bhog
Established in the year 1970, we, "Shakti Bhog Foods Ltd.", are the most reputed name in the
field of food products. Our brand- Shakti Bhog is India's fastest selling wheat flour and has made
us a popular name in the global market. The distinctiveness of our products and further
broadening of product lines has established us as the most acknowledged manufacturer and
exporter of Wheat Flour, Basmati and Non-Basmati Rice, Pulses and Beans, Corn Flour, Maize
Flour, Atta, Mustard Oil, Pickles and Samoline (Suji). The work culture of our organization is
focused on high performance, innovation, entrepreneurship and empowerment.

3. Pillsbury
We have a range of innovative brands all driving our mission of making consumers lives healthier,
easier and richer. Our brands
are relevant to a wide range of consumers. We offer households worldwide brands such
as Pillsbury, Green Giant and Betty Crocker. Active professionals enjoy our Nature Valley
products.

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4.Silver Coin
Initially, company entered into the market with unit pack of 25 Kg, 50 Kg and 90 Kg to meet the
demands from bakeries, hotels, restaurants, functions etc. On creation of best market amongst the
bulk users, company went ahead to meet the demand of end users with consumer pack of 1 Kg to
10 Kg.

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 LITRATURE REVIEW
Hughlett, Mike, Star Tribune(Minneapolis,MN),(2012):-

May 09--General Mills said Wednesday that it has acquired ready-to-cook spice and sauce mixes
produced in India under the Paramapara brand. Terms
of the deal weren't disclosed.

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 OBJECTIVE OF STUDY

The main objective of the study is:-

Analysis of factors affecting the low sales of packaged atta.

The secondary objectives of the study are:-

To find out the per cent of households using the packaged atta in urban area.

To find out factors that drive people to use the packaged atta.

To analyze key decision maker in the household for buying/ not buying the packaged atta.

RATIONAL OF THE STUDY

Given the growth of other packaged food items, the packaged atta industry is estimated to grow at
the rate of merely 3 per cent. The slow growth of the above mentioned industry may be due to
several reasons. It is also surprising that the presence of ITC, Hindustan Lever Ltd and even the
global brand Pillsbury is not stimulating the growth of the industry.

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 RESEARCH METHODOLOGY

Type of research :- descriptive research

Sampling unit :- Packed atta

The data will be collected from secondary sources

1. SECONDARY DATA
Secondary data will be collected through following sources:
A. .Company website
B. Journals
C. Magazines

Tools:-
1.) Graphical method (graphical analysis )
a. Bar graph
b. Pie chart
c. Line graph

OUTLINE OF THE CHAPTER

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1. INTRODUCTION

d. SCOPE OF STUDY

2.) LITRATURE OF REVIEW

e. OBJECTIVE OF THE STUDY

2.) COMPANY PROFILE

3.) RESEARCH METHODOLOGY

4.) DATA ANALYSIS AND INTERPRETATION

5.) FINDING AND CONCLUSION

6.) REFFRENCES

REFERENCES

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 1. Kotler Philip, (2008.)Marketing Management Text and Cases, Pearson Education a
south Asian perspective, 13th Edition.
2. Brian Mulian (1999) The Psychology of Consumer Behavior Craig Johnson, MPH
Publication New York.
3. Jerry C. Olson, Thomas J. Reynolds(2001), Understanding Consumer Decision
Making:The Means-End Approach to Marketing andAdvertising Strategy, Oxford
university Press, Oxford.

7.Webliography

1. http://timesofindia.indiatimes.com/articleshow/1241069178.cms
2. http://www.indianfoodindustry.net/
3. http://www.indianexpress.com/news/who-are-the-middle-class-in-india/438429/
4. http://www.prlog.org/10955354-new-market-study-published-ethical-packaged-food-does-
it-really-have-future.html
5. http://chestofbooks.com/food/household/Foods-And-Household-Management/Ready-
Cooked-Foods.html
6. http://ecophilo.blogspot.com/2005/04/ready-to-eat-or-ready-to-cook.html