A STUDY ON CUSTOMER

PREFERENCE AND MARKET

POTENTIAL OF SKM PORNA RICE
BRAN OIL IN CHENNAI

PROJECT REPORT

Submitted by
S.BALAJI
Register No. 088001603003

in partial fulfillment for the award of the degree

of

MASTER OF BUSINESS ADMINISTRATION

EXCEL ENGINEERING COLLEGE

(Affiliated to Anna University-Coimbatore &Approved by AICTE, New Delhi)

Department of Management studies

Komarapalayam, Namakkal District
MAY 2010
 BONAFIDE CERTIFICATE

EXCEL ENGINEERING COLLEGE

(Affiliated to Anna University-Coimbatore &Approved by AICTE, New Delhi)
Department of Management studies
Komarapalayam, Namakkal district

PROJECT WORK
PHASE II
May 2010

This is to certify that the project entitled

A STUDY ON CUSTOMER PREFERENCE AND MARKET

POTENTIAL OF SKM PORNA RICE BRAN OIL IN CHENNAI
is the bonafide record of project work done by

S.BALAJI
Register No. 088001603003
of
Master of Business Administration during the year 2009-2010

___________________ _____________________

Project Guide Head of the Department

Submitted for the Project Viva-Voce examination held on ______________

_____________________ __________________

Internal Examiner External Examiner

 DECLARATION

I affirm that the project work titled “A STUDY ON CUSTOMER

PREFERENCE AND MARKET POTENTIAL OF SKM PORNA RICE BRAN
OIL IN CHENNAI” being submitted in partial fulfillment for the award of Master
of Business Administration (MBA) is the original work carried out by me. It has not
formed the part of any other project work submitted for award of any degree or
diploma, either in this or any other University.

(Signature of the Candidate)

S.BALAJI
Register No. 088001603003

I certify that the declaration made above by the candidate is true

Signature of the Guide

Miss. R.SHIVASANKARI
Senior Lecturer
 ACKNOWLEDGEMENT

I here by record my gratitude to our respected Hon. Chairman Dr.A.K.NATESAN,

and Vice Chairman Dr.N.MATHAN KARTHICK, Excel Group Institutions who had
given me the opportunity to do this report in a successful manner.

With great pleasure and honour that the author expresses her sincere thanks to the
Dr.R.MALATHY, Principal, Excel Engineering College for his valuable suggestion and
guidance.

I deem it a privilege to express my sense of gratitude to

Mr.SKM.MAEILANANDHAN for given me this wonderful opportunity to do a project in
SKM ANIMAL FEEDS AND FOODS.

I have immense pleasure in thinking Mr.A.BALASUBRAMANIAN, head of sales

manager SKM PORNA RICE BRAN OIL LIMITED for providing me the necessary
guidance and help in undertaking and completing the project successfully.

I also express my sincere gratitude to my guide Miss. R.SHIVASANKARI, BE.,

MBA.., Senior Lecturer, Department of Management Studies, Excel Engineering
College for his guidance over the period of the project work without whose help this project
would not have been materialized at all.

Finally, the author expresses her heartful thanks to his family members and all his
friend and well-wisher for their suggestions and help for the successful completion of this
project.

S.BALAJI
Register No. 088001603003

I
 CONTENT
S. No Title Page No
1. List of Table III
2. List of Charts V
CHAPTER-I
INTRODUCTION
1.1 Abstract 1
1.2 Introduction of the study 2
3. 1.3 Statement of the Problem 5
1.4 Industry profile 6
1.5 Company profile 9
1.6 Product Profile 12
1.5 Review of literature 16
CHAPTER – II
METHODOLOGY
2.1 Objectives of the study 21
4.
2.2 Research Methodology 22
2.3 Scope of the study 25
2.4 Limitations of the study 26
CHAPTER – III
ANALYSIS AND INTERPRETATION
5.
3.1 Data analysis and Interpretation 27

CHAPTER – IV
RESULT ANALYSIS
6. 4.1 Findings 64
4.2 Suggestion / Recommendations 65
4.3 Conclusion 66
ANNUXURE
7.  Questionnaire 67
 Bibliography 71

II

LIST OF TABLES
TABLE PAGE.
TABLE TITLE
NO NO
3.1.1 OPINION OF THE RESPONDENT 27

3.1.2 USERS OF OIL PRODUCT 29

3.1.3 BRAND AWARENESS AMONG RESPONDENTS 31

3.1.4 SOURCE OF INFORMATION 33

3.1.5 USAGE PATTERN OF EDIBLE OILS 35

3.1.6 CHANGES OF PRODUCTS 37

3.1.7 RECOMMEND TO OTHERS 39

3.1.8 USAGE DURATION 41

3.1.9 CUSTOMER PREFERENCE 43

3.1.10 PACKAGE PREFERENCE 45

3.1.11 OIL CONSUMPTION 47

3.1.12 PAYMENT MODE 49

3.1.13 INFLUENCING FACTORS 51

3.1.14 PURCHASE PLACE OF THE PRODUCT 53

3.1.15 SATISFACTORY LEVEL OF THE RESPONDENTS 55

3.1.16 PREFERENCE TOWARDS COMPETITORS PRODUCT 57

3.1.17 PACKAGE ATTRACTIVENESS 59

3.1.18 MOTIVATING FACTORS 61

WEIGHTED AVERAGE RESPONDENT PREFERENCE
3.1.19 63
VARIOUS FACTORS

III
LIST OF CHARTS
CHART. PAGE.
CHART TITLE
NO NO
3.1.1 OPINION OF THE RESPONDENT 28

3.1.2 USERS OF OIL PRODUCT 30

3.1.3 BRAND AWARENESS AMONG RESPONDENTS 32

3.1.4 SOURCE OF INFORMATION 34

3.1.5 USAGE PATTERN OF EDIBLE OILS 36

3.1.6 CHANGES OF PRODUCTS 38

3.1.7 RECOMMEND TO OTHERS 40

3.1.8 USAGE DURATION 42

3.1.9 CUSTOMER PREFERENCE 44

3.1.10 PACKAGE PREFERENCE 46

3.1.11 OIL CONSUMPTION 48

3.1.12 PAYMENT MODE 50

3.1.13 INFLUENCING FACTORS 52

3.1.14 PURCHASE PLACE OF THE PRODUCT 54

3.1.15 SATISFACTORY LEVEL OF THE RESPONDENTS 56

PREFERENCE TOWARDS COMPETITORS
3.1.16 58
PRODUCT
3.1.17 PACKAGE ATTRACTIVENESS 60

3.1.18 MOTIVATING FACTORS 62

IV
CERTIFICATE
DECLARATION
ACKNOWLEDGEMENT
CONTENT
LIST OF TABLES
 LIST OF CHARTS

CHAPTER-I
 INTRODUCTION
CHAPTER – II
 METHODOLOGY
CHAPTER – III
 ANALYSIS AND
INTERPRETATION
CHAPTER – IV
 RESULT
ANALYSIS
 SUGGESTION AND
RECOMMENDATIONS
CONCLUSION
ANNUXURE
BIBLIOGRAPHY
 BONOFIDE
CERTIFICATE
FINDINGS