A STUDY ON BRAND AWARENESS OF VESTA ICE CREAM OF KSE LTD. WITH SPECIAL REFERENCE TO THRISSUR DISTRICT, KERALA
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About This Presentation
A STUDY ON BRAND AWARENESS OF VESTA ICE CREAM OF KSE LTD. WITH SPECIAL REFERENCE TO THRISSUR DISTRICT, KERALA
Slide Content
A PROJECT REPORT ON
“A STUDY ON BRAND AWARENESS OF VESTA ICE CREAM OF KSE LTD.
WITH SPECIAL REFERENCE TO THRISSUR DISTRICT, KERALA ”
In partial fulfillment for the award of the degree of
MASTER OF BUSINESS ADMINISTRATION
University of Calicut
Malappuram (District), PIN 673 635
Calicut University PO, Kerala, India
Submitted by
BHARATH CHANDRAN NAIR
HGAPMBA028
Under the guidance of
Prof. JOBI JACOB
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
Affiliated to University of Calicut & Approved by AICTE, NewDelhi
Kuruvilassery P.O. Mala, Thirssur Dist,Kerala-680 732
2015-17
“A STUDY ON BRAND AWARENESS OF VESTA ICE CREAM OF KSE LTD.
WITH SPECIAL REFERENCE TO THRISSUR DISTRICT, KERALA ”
In partial fulfillment for the award of the degree of
MASTER OF BUSINESS ADMINISTRATION
University of Calicut
Malappuram (District), PIN 673 635
Calicut University PO, Kerala, India
Submitted by
BHARATH CHANDRAN NAIR
HGAPMBA028
Under the guidance of
Prof. JOBI JACOB
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
Affiliated to University of Calicut & Approved by AICTE, NewDelhi
Kuruvilassery P.O. Mala, Thirssur Dist,Kerala-680 732
2015-17
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
Affiliated to University of Calicut & Approved by AICTE, New Delhi
Kuruvilassery P.O. Mala, Thirssur Dist,Kerala-680 735
2015-17
CERTIFICATE
This is to certify that the project report titled “A STUDY ON BRAND AWARENESS OF
VESTA ICE CREAM OF KSE LTD. WITH SPECIAL REFERENCE TO THRISSUR
DISTRICT, KERALA” submitted to the University Of Calicut, in partial fulfillment of
the award of the Degree of Master Of Business Administration is a record of original
work done by Mr BHARATH CHANDRAN NAIR (HGAPMBA028 ) during the period of
his study in Holy Grace Academy Of Management Studies, Mala, Thrissur.
Prof.Dr.R.Saravanan
Director
Place:MALA
Date:
Affiliated to University of Calicut & Approved by AICTE, New Delhi
Kuruvilassery P.O. Mala, Thirssur Dist,Kerala-680 735
2015-17
CERTIFICATE
This is to certify that the project report titled “A STUDY ON BRAND AWARENESS OF
VESTA ICE CREAM OF KSE LTD. WITH SPECIAL REFERENCE TO THRISSUR
DISTRICT, KERALA” submitted to the University Of Calicut, in partial fulfillment of
the award of the Degree of Master Of Business Administration is a record of original
work done by Mr BHARATH CHANDRAN NAIR (HGAPMBA028 ) during the period of
his study in Holy Grace Academy Of Management Studies, Mala, Thrissur.
Prof.Dr.R.Saravanan
Director
Place:MALA
Date:
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
Affiliated to University of Calicut & Approved by AICTE, New Delhi
Kuruvilassery P.O. Mala, Thirssur Dist,Kerala-680 735
2015-17
CERTIFICATE FROM FACULTY GUIDE
This is to certify that Mr. BHARATH CHANDRAN NAIR (HGAPMBA028)
student of Holy Grace Academy Of Management Studies, Mala, Thrissur, has done the
project titled “A STUDY ON BRAND AWARENESS OF VESTA ICE CREAM OF KSE
LTD. WITH SPECIAL REFERENCE TO THRISSUR DISTRICT, KERALA ” under
my guidance as a requirement for the completion of MBA programme under University of
calicut.
Prof. JOBI JACOB
Place:MALA
Date:
Affiliated to University of Calicut & Approved by AICTE, New Delhi
Kuruvilassery P.O. Mala, Thirssur Dist,Kerala-680 735
2015-17
CERTIFICATE FROM FACULTY GUIDE
This is to certify that Mr. BHARATH CHANDRAN NAIR (HGAPMBA028)
student of Holy Grace Academy Of Management Studies, Mala, Thrissur, has done the
project titled “A STUDY ON BRAND AWARENESS OF VESTA ICE CREAM OF KSE
LTD. WITH SPECIAL REFERENCE TO THRISSUR DISTRICT, KERALA ” under
my guidance as a requirement for the completion of MBA programme under University of
calicut.
Prof. JOBI JACOB
Place:MALA
Date:
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
Affiliated to University of Calicut & Approved by AICTE, New Delhi
Kuruvilassery P.O. Mala, Thirssur Dist,Kerala-680 732
2015-17
DECLARATION
I hereby declare that the project work titled “A STUDY ON BRAND AWARENESS OF
VESTA ICE CREAM OF KSE LTD. WITH SPECIAL REFERENCE TO THRISSUR
DISTRICT, KERALA” submitted to the University of Calicut, is a record of an original
work done by me under the guidance of Prof. JOBI JACOB, Faculty of Holy Grace Academy
of Management Studies, Mala, Thrissur and this project work is submitted in the partial
fulfilment of the requirements for the award of the degree of Master of Business
Administration (MBA). The results embodied in this thesis have not been submitted to any
other University or Institute for the award of any degree or diploma.
Place : MALA BHARATH CHANDRAN NAIR
HGAPMBA028
Date :
Affiliated to University of Calicut & Approved by AICTE, New Delhi
Kuruvilassery P.O. Mala, Thirssur Dist,Kerala-680 732
2015-17
DECLARATION
I hereby declare that the project work titled “A STUDY ON BRAND AWARENESS OF
VESTA ICE CREAM OF KSE LTD. WITH SPECIAL REFERENCE TO THRISSUR
DISTRICT, KERALA” submitted to the University of Calicut, is a record of an original
work done by me under the guidance of Prof. JOBI JACOB, Faculty of Holy Grace Academy
of Management Studies, Mala, Thrissur and this project work is submitted in the partial
fulfilment of the requirements for the award of the degree of Master of Business
Administration (MBA). The results embodied in this thesis have not been submitted to any
other University or Institute for the award of any degree or diploma.
Place : MALA BHARATH CHANDRAN NAIR
HGAPMBA028
Date :
ACKNOWLEDGEMENT
It is with great pleasure and pride that I present this report before you. At this movement it
would be unfair to neglect all those who helped me in the successful completion of this
project.
First of all I, thank the almighty God for standing by me throughout the project and for
making it possible for me to complete this project within the stipulated time.
I wish to express my heartfelt gratitude to Mr. Vakkachan Thakolkaran, Chairman,
Holy Grace Academy of Management Studies and Dr. R Saravanan, Director, Holy Grace
Academy of Management Studies and other faculty members of Holy Grace Academy of
Management Studies, Mala.
I sincerely thank Prof. Jobi Jacob, faculty guide of Holy Grace Academy of
Management Studies for providing various facilities and proper guidance for completing my
project successfully.
I acknowledge my deep sense of gratitude to Mr.Sukumaran K.T, the Personnel
Executive of KSE Ltd, and other staff members of KSE Ltd.
I would like to express my esteem gratitude to my friends and parents for all support and
encouragement for the successful completion of this project.
BHARATH CHANDRAN NAIR
HGAPMBA028
It is with great pleasure and pride that I present this report before you. At this movement it
would be unfair to neglect all those who helped me in the successful completion of this
project.
First of all I, thank the almighty God for standing by me throughout the project and for
making it possible for me to complete this project within the stipulated time.
I wish to express my heartfelt gratitude to Mr. Vakkachan Thakolkaran, Chairman,
Holy Grace Academy of Management Studies and Dr. R Saravanan, Director, Holy Grace
Academy of Management Studies and other faculty members of Holy Grace Academy of
Management Studies, Mala.
I sincerely thank Prof. Jobi Jacob, faculty guide of Holy Grace Academy of
Management Studies for providing various facilities and proper guidance for completing my
project successfully.
I acknowledge my deep sense of gratitude to Mr.Sukumaran K.T, the Personnel
Executive of KSE Ltd, and other staff members of KSE Ltd.
I would like to express my esteem gratitude to my friends and parents for all support and
encouragement for the successful completion of this project.
BHARATH CHANDRAN NAIR
HGAPMBA028
CONTENTS
Page no:
Chapter 1 Introduction 1
1.1 Introduction 1
1.2 Statement of the problem 2
1.3 Purpose of study 2
1.4 Objectives of the study 3
1.5 Hypothesis of study 3
1.6 Significance of the study 4
1.7 Scope and limitation of study 4
1.8 Industry profile 5
1.9 Organizational profile 15
Chapter 2 Review of literature / Theoretical Profile 56
Chapter 3 Research methodology 63
3.1 Introduction 63
3.2 Research Design 63
3.3 Population of the study 64
3.4 Sampling 64
3.5 Data collection 65
3.6 Statistical Tools 67
3.7 Software used of analysis 67
Chapter 4 Data Analysis 68
4.1 Introduction 68
4.2 Tables and their interpretation and Demographic information 69
Chapter 5 Discussion 96
5.1 Summary of the findings 96
5.2 Discussions on findings 98
5.3 Conclusion 100
5.4 Recommendations 101
Appendix
Bibliography
Page no:
Chapter 1 Introduction 1
1.1 Introduction 1
1.2 Statement of the problem 2
1.3 Purpose of study 2
1.4 Objectives of the study 3
1.5 Hypothesis of study 3
1.6 Significance of the study 4
1.7 Scope and limitation of study 4
1.8 Industry profile 5
1.9 Organizational profile 15
Chapter 2 Review of literature / Theoretical Profile 56
Chapter 3 Research methodology 63
3.1 Introduction 63
3.2 Research Design 63
3.3 Population of the study 64
3.4 Sampling 64
3.5 Data collection 65
3.6 Statistical Tools 67
3.7 Software used of analysis 67
Chapter 4 Data Analysis 68
4.1 Introduction 68
4.2 Tables and their interpretation and Demographic information 69
Chapter 5 Discussion 96
5.1 Summary of the findings 96
5.2 Discussions on findings 98
5.3 Conclusion 100
5.4 Recommendations 101
Appendix
Bibliography
LLIST OF TABLES
Table no: Title Page no:
4.1.1 Gender of respondents 69
4.1.2 Age of respondents 70
4.1.3 Income of respondents 71
4.1.4 How often consumes icecream 72
4.1.5 What comes to consumers mind when thinks about
Icecream
73
4.1.6 Respondents awareness about icecream brands 74
4.1.7 Consumers loyalty to one brand. 75
4.1.8 How consumer came across brand name Vesta 76
4.1.9 From where do customers buy icecreams from 77
4.1.10 Consumers awareness about variety of icecream
products sold by Vesta
78
4.1.11 Consumers recalling level of advertisement of Vesta
icecream
79
4.1.12 Response rate of Vesta icecream 80
4.1.13 Response on recalling logo of Vesta icecream 81
Table no: Title Page no:
4.1.1 Gender of respondents 69
4.1.2 Age of respondents 70
4.1.3 Income of respondents 71
4.1.4 How often consumes icecream 72
4.1.5 What comes to consumers mind when thinks about
Icecream
73
4.1.6 Respondents awareness about icecream brands 74
4.1.7 Consumers loyalty to one brand. 75
4.1.8 How consumer came across brand name Vesta 76
4.1.9 From where do customers buy icecreams from 77
4.1.10 Consumers awareness about variety of icecream
products sold by Vesta
78
4.1.11 Consumers recalling level of advertisement of Vesta
icecream
79
4.1.12 Response rate of Vesta icecream 80
4.1.13 Response on recalling logo of Vesta icecream 81
4.1.14 Respondents buying icecream considering brand
name
82
4.1.15 Response on tagline of Vesta icecream 83
4.1.16 Response towards different flavours if available in
market
84
4.1.17 Respondents satisfaction on prize and quality 85
4.1.18 Respondents satisfaction on packaging
86
4.1.19 Response on promotion level of Vesta icecream
87
4.1.20 Affect of advertisement on consumption 88
4.1.21 Respondents recommendation
89
name
82
4.1.15 Response on tagline of Vesta icecream 83
4.1.16 Response towards different flavours if available in
market
84
4.1.17 Respondents satisfaction on prize and quality 85
4.1.18 Respondents satisfaction on packaging
86
4.1.19 Response on promotion level of Vesta icecream
87
4.1.20 Affect of advertisement on consumption 88
4.1.21 Respondents recommendation
89
LLIST OF CHART
Table no: Title Page no:
4.2.1 Gender of respondents 69
4.2.2 Age of respondents 70
4.2.3 Income of respondents 71
4.2.4 How often consumes icecream 72
4.2.5 What comes to consumers mind when thinks about
Icecream
73
4.2.6 Respondents awareness about icecream brands 74
4.2.7 Consumers loyalty to one brand. 75
4.2.8 How consumer came across brand name Vesta 76
4.2.9 From where do customers buy icecreams from 77
4.2.10 Consumers awareness about variety of icecream
products sold by Vesta
78
4.2.11 Consumers recalling level of advertisement of Vesta
icecream
79
Table no: Title Page no:
4.2.1 Gender of respondents 69
4.2.2 Age of respondents 70
4.2.3 Income of respondents 71
4.2.4 How often consumes icecream 72
4.2.5 What comes to consumers mind when thinks about
Icecream
73
4.2.6 Respondents awareness about icecream brands 74
4.2.7 Consumers loyalty to one brand. 75
4.2.8 How consumer came across brand name Vesta 76
4.2.9 From where do customers buy icecreams from 77
4.2.10 Consumers awareness about variety of icecream
products sold by Vesta
78
4.2.11 Consumers recalling level of advertisement of Vesta
icecream
79
4.2.12 Response rate of Vesta icecream 80
4.2.13 Response on recalling logo of Vesta icecream 81
4.2.14 Respondents buying icecream considering brand
name
82
4.2.15 Response on tagline of Vesta icecream 83
4.2.16 Response towards different flavours if available in
market
84
4.2.17 Respondents satisfaction on prize and quality 85
4.2.18 Respondents satisfaction on packaging
86
4.2.19 Response on promotion level of Vesta icecream
87
4.2.20 Affect of advertisement on consumption 88
4.2.21 Respondents recommendation
89
4.2.13 Response on recalling logo of Vesta icecream 81
4.2.14 Respondents buying icecream considering brand
name
82
4.2.15 Response on tagline of Vesta icecream 83
4.2.16 Response towards different flavours if available in
market
84
4.2.17 Respondents satisfaction on prize and quality 85
4.2.18 Respondents satisfaction on packaging
86
4.2.19 Response on promotion level of Vesta icecream
87
4.2.20 Affect of advertisement on consumption 88
4.2.21 Respondents recommendation
89
CHAPTER-1
INTRODUCTION
INTRODUCTION
1.1 INTRODUCTION
The topic Brand Awareness is very relevant in the modern market. The project is
undertaken to measure the Brand Awareness level of vesta ice cream. Brand awareness is the
consumer’s ability to recognize the brand with in a product category in sufficient details to
make a purchase decision. This means that a consumer can choose or use brand. It highlights
the effectiveness of the advertising tools used for the purpose
One of the important aims of every business should be to build brand awareness of its
product. Companies should understand the facts that builds a positive brand image depends
on possessing high brand awareness because when a brand is well established in the memory,
it is easier to create, attach and associate. Brands are key to winning a position in marked
place because they deliver a unique benefit and build deep connections with customers. In
addition customers are most critical, though, very important group to take into consideration
because customers can always choose from where they buy. Consequently, they will buy
from the manufacture that provides the most value.
Brands are seen more than just symbols and name. Brands are major assets of a
company due to fact that a brand represents everything that a product or service means to
consumers. That is the reason why brands should be carefully developed and managed
However, very often firms consider brands just as a tool for advertising, but that is not the
case; good brands don’t just sell, they act. Due to the present competitive environment every
firm attempts to generate favourable and positive associations about their brand which result
in positive image of the brand.
The topic Brand Awareness is very relevant in the modern market. The project is
undertaken to measure the Brand Awareness level of vesta ice cream. Brand awareness is the
consumer’s ability to recognize the brand with in a product category in sufficient details to
make a purchase decision. This means that a consumer can choose or use brand. It highlights
the effectiveness of the advertising tools used for the purpose
One of the important aims of every business should be to build brand awareness of its
product. Companies should understand the facts that builds a positive brand image depends
on possessing high brand awareness because when a brand is well established in the memory,
it is easier to create, attach and associate. Brands are key to winning a position in marked
place because they deliver a unique benefit and build deep connections with customers. In
addition customers are most critical, though, very important group to take into consideration
because customers can always choose from where they buy. Consequently, they will buy
from the manufacture that provides the most value.
Brands are seen more than just symbols and name. Brands are major assets of a
company due to fact that a brand represents everything that a product or service means to
consumers. That is the reason why brands should be carefully developed and managed
However, very often firms consider brands just as a tool for advertising, but that is not the
case; good brands don’t just sell, they act. Due to the present competitive environment every
firm attempts to generate favourable and positive associations about their brand which result
in positive image of the brand.
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
2
The analysis of brand awareness helps the organisations to find out the weakness in their
branding activities. I had used the topic to find out brand awareness level among the
customers. The main aim of this study was to understand brand awareness of Vesta Ice
cream with reference to KSE Ltd. How the people make a purchase decision in buying
icecreams.
1.2 STATEMENT OF THE PROBLEM
In the economy , it has become necessary to know how much market power lies with a
brand name. This study helps us to understand the brand awareness, the problems faced
by customers, and buying motives of the consumers. There are some other competitors in
the market and due to this KSE company faces a considerable and constant decrease in
sales revenue. Through this study, researcher is trying to identify the brand awareness of
icecram in thrissur district.This study is expected to help KSE Ltd for analysing the brand
awareness of Vesta Icecream
1.3 PURPOSE OF THE STUDY
KSE LTD, Thrissur is one of the reputed organizations in the society. The
organization is producing different types of products in the market. The researcher has
selected this organization to conduct an in-depth study about brand awareness of Vesta
ice cream in the market; Brand awareness satisfies a need of the customer; consumers aim,
ambition, motivation drives and desire. Consumer feels more powerful when he uses the
brand. Satisfaction or preference for a brand shows how loyal the consumer is likely
towards the brand.
2
The analysis of brand awareness helps the organisations to find out the weakness in their
branding activities. I had used the topic to find out brand awareness level among the
customers. The main aim of this study was to understand brand awareness of Vesta Ice
cream with reference to KSE Ltd. How the people make a purchase decision in buying
icecreams.
1.2 STATEMENT OF THE PROBLEM
In the economy , it has become necessary to know how much market power lies with a
brand name. This study helps us to understand the brand awareness, the problems faced
by customers, and buying motives of the consumers. There are some other competitors in
the market and due to this KSE company faces a considerable and constant decrease in
sales revenue. Through this study, researcher is trying to identify the brand awareness of
icecram in thrissur district.This study is expected to help KSE Ltd for analysing the brand
awareness of Vesta Icecream
1.3 PURPOSE OF THE STUDY
KSE LTD, Thrissur is one of the reputed organizations in the society. The
organization is producing different types of products in the market. The researcher has
selected this organization to conduct an in-depth study about brand awareness of Vesta
ice cream in the market; Brand awareness satisfies a need of the customer; consumers aim,
ambition, motivation drives and desire. Consumer feels more powerful when he uses the
brand. Satisfaction or preference for a brand shows how loyal the consumer is likely
towards the brand.
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
3
1.4 OBJECTIVE OF THE STUDY
PRIMARY OBJECTIVE
• To study about brand awareness of Vesta ice cream of KSE Ltd. with special
reference to Thrissur district, Kerala.
SECONDARY OBJECTIVE
• To know the major demographic factors affecting the purchase of ice cream
• To know the factors affecting brand awareness
• To know about customer’s opinion about quality,prize and taste of Vesta icecream
• To study the effect of advertisement in consumption of icecream
• To know about the current promotion activities of Vesta icecream
• To know about the awareness of variety of icecream products sold by Vesta.
1.5 HYPOTHESIS OF THE STUDY
Hypothesis I
H0: There is no significant relationship between gender and customers awareness about
various products sold by Vesta Icecream.
H1: There is a significant relationship between gender and customers awareness about
various products sold by Vesta Icecram.
Hypothesis II
H0: There is no significant relationship between age and effect of advertisement on
consumption of Icecream.
H1: There is a significant relationship between age and effect of advertisement on
consumption of Icecream.
3
1.4 OBJECTIVE OF THE STUDY
PRIMARY OBJECTIVE
• To study about brand awareness of Vesta ice cream of KSE Ltd. with special
reference to Thrissur district, Kerala.
SECONDARY OBJECTIVE
• To know the major demographic factors affecting the purchase of ice cream
• To know the factors affecting brand awareness
• To know about customer’s opinion about quality,prize and taste of Vesta icecream
• To study the effect of advertisement in consumption of icecream
• To know about the current promotion activities of Vesta icecream
• To know about the awareness of variety of icecream products sold by Vesta.
1.5 HYPOTHESIS OF THE STUDY
Hypothesis I
H0: There is no significant relationship between gender and customers awareness about
various products sold by Vesta Icecream.
H1: There is a significant relationship between gender and customers awareness about
various products sold by Vesta Icecram.
Hypothesis II
H0: There is no significant relationship between age and effect of advertisement on
consumption of Icecream.
H1: There is a significant relationship between age and effect of advertisement on
consumption of Icecream.
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
4
Hypothesis III
H0: There is no significant relationship between income and customers satisfaction on
packaging of Vesta Icecream.
H1: There is a significant relationship between income and customers satisfaction on
packaging of Vesta Icecream.
1.6 SIGNIFICANCE OF THE STUDY
Gives a picture about the attitude of customers towards the brand. Helps to identify the
areas of improvement and facilitate better promotion strategy to increase the brand
awareness and market share.
1.7 SCOPE AND LIMITATION
Scope of study
This study will provide insight and information to the organisation about
brand awareness. The result of study and survey will also help managers and
administrators to define strategies for the improvement of brand awareness.
It will also help to understand the weakness and strength of the manufacturers.
By understanding their strength and weakness, the manufacturers can improve their
performance, they can meet the requirement defined by the customers, and convert
weakness into strength. Finally, the findings and suggestion of this research can used by
other researchers for conducting similar studies that will contribute to the knowledge
base of the brand awareness.
4
Hypothesis III
H0: There is no significant relationship between income and customers satisfaction on
packaging of Vesta Icecream.
H1: There is a significant relationship between income and customers satisfaction on
packaging of Vesta Icecream.
1.6 SIGNIFICANCE OF THE STUDY
Gives a picture about the attitude of customers towards the brand. Helps to identify the
areas of improvement and facilitate better promotion strategy to increase the brand
awareness and market share.
1.7 SCOPE AND LIMITATION
Scope of study
This study will provide insight and information to the organisation about
brand awareness. The result of study and survey will also help managers and
administrators to define strategies for the improvement of brand awareness.
It will also help to understand the weakness and strength of the manufacturers.
By understanding their strength and weakness, the manufacturers can improve their
performance, they can meet the requirement defined by the customers, and convert
weakness into strength. Finally, the findings and suggestion of this research can used by
other researchers for conducting similar studies that will contribute to the knowledge
base of the brand awareness.
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
5
Limitations of the study
• The study is limited to customers of ice cream of personal use was studied for
project.
• Customers like restaurants, parlours were not considered
• Customers were busy in their routine schedule which was a constrains in
collection of data
• Some prejudices of the researcher may have influenced the study.
• The study is limited to the geographical area of Thrissur district only. Therefore,
generation of result of the study may not be possible.
1.8 INDUSRTY PROFILE
Indian Scenario
The Indian feed industry is about 35 years old. It is mainly restricted to dairy and poultry
feed manufacturing: the beef and pork industry is almost non-existent. The quality standards
of Indian feeds are high and up to international levels. Raw materials for feed are adequately
available in India ithere is the advantage of a successful soyabean industry with some 5.7
million hectares in production). The industry's production is about 3.0 million tonnes, which
represents only 5 percent of the total potential. and feed exports are not very high. The feed
industry has modem computerized plants and the latest equipment for analytical procedures
and least-cost ration formulation. and it employs the latest manufacturing technology. In
India, moss research work on animal teals is practical and focuses on the use of by-products.
the upgrading of ingredients and the enhancing of productivity. The projected increase in
5
Limitations of the study
• The study is limited to customers of ice cream of personal use was studied for
project.
• Customers like restaurants, parlours were not considered
• Customers were busy in their routine schedule which was a constrains in
collection of data
• Some prejudices of the researcher may have influenced the study.
• The study is limited to the geographical area of Thrissur district only. Therefore,
generation of result of the study may not be possible.
1.8 INDUSRTY PROFILE
Indian Scenario
The Indian feed industry is about 35 years old. It is mainly restricted to dairy and poultry
feed manufacturing: the beef and pork industry is almost non-existent. The quality standards
of Indian feeds are high and up to international levels. Raw materials for feed are adequately
available in India ithere is the advantage of a successful soyabean industry with some 5.7
million hectares in production). The industry's production is about 3.0 million tonnes, which
represents only 5 percent of the total potential. and feed exports are not very high. The feed
industry has modem computerized plants and the latest equipment for analytical procedures
and least-cost ration formulation. and it employs the latest manufacturing technology. In
India, moss research work on animal teals is practical and focuses on the use of by-products.
the upgrading of ingredients and the enhancing of productivity. The projected increase in
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
6
the demand for livestock products has important implications for the livestock feed industry.
and the demand for energy and protein raw materials. At present rates of growth. it is
projected that production will have reached 5 million tonnes by 2020.
Sustainable agriculture. integrated systems and organic fanning methods have
been promoted by development agencies for many years. and yet their real impact is very
small. Over the last 30 years, FAO has worked in the field to develop technologies for
integrated farming systems appropriate so small producers, panicularly in the tropics. For
ruminant livestock. urea treatment of straw and the use of mufti-nutrient blocks have been
shown to greatly improve nutrition of animals fed on low quality roughage diets. The use of
sugarcane and its by-products has been demonstrated in many countries, including the
feeding of pigs on sugarcane juice and molasses while ruminants consume the pressed cane
stalk or bagasse. Legumes and tree forages have also provided needed protein inputs into
cattle. sheep and goat production systems. while beneficing the environment through
nitrogen fixation and organic matter. Attention has been paid recently to the use of nu thou.
Morusalba. as a high quality forage for cattle. Finally, the use of water has been shown to
provide good DM production and animal performance in studies in Latin America and Asia.
6
the demand for livestock products has important implications for the livestock feed industry.
and the demand for energy and protein raw materials. At present rates of growth. it is
projected that production will have reached 5 million tonnes by 2020.
Sustainable agriculture. integrated systems and organic fanning methods have
been promoted by development agencies for many years. and yet their real impact is very
small. Over the last 30 years, FAO has worked in the field to develop technologies for
integrated farming systems appropriate so small producers, panicularly in the tropics. For
ruminant livestock. urea treatment of straw and the use of mufti-nutrient blocks have been
shown to greatly improve nutrition of animals fed on low quality roughage diets. The use of
sugarcane and its by-products has been demonstrated in many countries, including the
feeding of pigs on sugarcane juice and molasses while ruminants consume the pressed cane
stalk or bagasse. Legumes and tree forages have also provided needed protein inputs into
cattle. sheep and goat production systems. while beneficing the environment through
nitrogen fixation and organic matter. Attention has been paid recently to the use of nu thou.
Morusalba. as a high quality forage for cattle. Finally, the use of water has been shown to
provide good DM production and animal performance in studies in Latin America and Asia.
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
7
These technologies have been combined into integrated fanning systems for the
small pmduccr that are biologically sustainable and achieve high levels of production, with
minimal environmental problems as the manure is recycled or used for binges
production.Much of this work is described in publications by T.R. Preston. of which one is
cited here.Undoubtedly, the technologies have contributed to the improvement of income
and lifestyle of small farmers and represent an effective approach to sustainable
development and poverty alleviation. But the approach has been divorced from the parallel
growth of intensive systems and industrial livestock throughout the world. which can be
seen as providing the bulk of supply to meet the demand.
The challenge is to enable small producers (who are usually the ones applying
the more sustainable technologies and integration of fanning activities) to have sects to a
wider market -termed Ruralizing the Livestock Revolution. There is also a need and
demand for low oast and simple technologies for livestock and product processing. All too
often. the middle-men or traders take the greatest share of the profit because they have the
means, the knowledge and the access to the consumer market. Emphasis needs to be given
to the development of smug-scale and village-level processing, including equipment.
training. distribution and marketing. India already has an advantage in this areaMedium
sized and small cooperative livestock systems
7
These technologies have been combined into integrated fanning systems for the
small pmduccr that are biologically sustainable and achieve high levels of production, with
minimal environmental problems as the manure is recycled or used for binges
production.Much of this work is described in publications by T.R. Preston. of which one is
cited here.Undoubtedly, the technologies have contributed to the improvement of income
and lifestyle of small farmers and represent an effective approach to sustainable
development and poverty alleviation. But the approach has been divorced from the parallel
growth of intensive systems and industrial livestock throughout the world. which can be
seen as providing the bulk of supply to meet the demand.
The challenge is to enable small producers (who are usually the ones applying
the more sustainable technologies and integration of fanning activities) to have sects to a
wider market -termed Ruralizing the Livestock Revolution. There is also a need and
demand for low oast and simple technologies for livestock and product processing. All too
often. the middle-men or traders take the greatest share of the profit because they have the
means, the knowledge and the access to the consumer market. Emphasis needs to be given
to the development of smug-scale and village-level processing, including equipment.
training. distribution and marketing. India already has an advantage in this areaMedium
sized and small cooperative livestock systems
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
8
India's very positive experience with the NDDB and milk production could
have important lessons for the development of other pats of the livestock sector. If the
cooperative system and organized marketing is applied rune to the poultry sector, there is
enormous potential for expanded production in rural areas. supplying the cities. The authors
of the FAO report suggest that backyard production could be coordinated through local
units, given that the scavenging hen produces the cheapest eggs. But this may not be the
most effective method to advance production and supplies to meet the demand. It may be
better to develop medium sized cooperative commercial units which are more susceptible to
technological improvement and sustained supply. Such systems would not be the very small
backyard operations but medium sized village cooperatives of say 10000 to 50300 bids. The
advantages of such development would include:
1. Ownership remains with village people
2. Enteipiise is larger and enjoys some economy of scale
3. Some of the technicsl advantages of industrial systems compared to backyard farming
4. A small but viable feed mill can be operated
5. Management is more efficient breeding, feeding, veterinary treatment etc.
6. Extension work is facilitated
7. Can still he less capital intensive than industrial units
8. Labour is reduced and allows for secondary employmentAncome
9. Marketing is more efficient regular supply, increased scale, improved standards passible.
10. More people panicipate and benefit from the market
8
India's very positive experience with the NDDB and milk production could
have important lessons for the development of other pats of the livestock sector. If the
cooperative system and organized marketing is applied rune to the poultry sector, there is
enormous potential for expanded production in rural areas. supplying the cities. The authors
of the FAO report suggest that backyard production could be coordinated through local
units, given that the scavenging hen produces the cheapest eggs. But this may not be the
most effective method to advance production and supplies to meet the demand. It may be
better to develop medium sized cooperative commercial units which are more susceptible to
technological improvement and sustained supply. Such systems would not be the very small
backyard operations but medium sized village cooperatives of say 10000 to 50300 bids. The
advantages of such development would include:
1. Ownership remains with village people
2. Enteipiise is larger and enjoys some economy of scale
3. Some of the technicsl advantages of industrial systems compared to backyard farming
4. A small but viable feed mill can be operated
5. Management is more efficient breeding, feeding, veterinary treatment etc.
6. Extension work is facilitated
7. Can still he less capital intensive than industrial units
8. Labour is reduced and allows for secondary employmentAncome
9. Marketing is more efficient regular supply, increased scale, improved standards passible.
10. More people panicipate and benefit from the market
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
9
ABOUT THE ICE CREAM INDUSTRY
Tracing the early days in the history of ice cream “takes us far back as 3000BC”, when it is
thought that icecream could have been invented. Although this would not be the sort office
cream we had recognize today. Chinese people were reported to have made some kind of
iced product, possibly similar to what we know as sorbet, thousands of years before
refrigeration was even dreamed. While these is little evidence to back up this theory, in
thought that the method of making these original iced deserts based on a syrup substance,
brought to freezing point with thw help of salt compound. Salt paper or potassium nitrate,
reduces tempperature of water, drawing beat salt as the dissolves.
Moving a few centuries (16-323 BC Alexander The Great, The Kingdom of
Macedonia) feature in the origin of creams. He has apparently known to have a passion for
honey-favored iced drinks, using maw to make the ice mixture. In AD 54, Emperor Nero of
Rome liked his ice dessert to. His staves collected snow and mixed it with fruit or wine to
connect an early icecream like treat. The history of “ice creams| goes back to Chine again to
the 7 century AD and King Tang of Shang. While it likely that he invented or even made his
own food, his minions would have mixed up buffalo milk, camphor and flour to serve up a
not tasty sounding version of icecreams.
Ice cream is a smooth, sweet, cold food prepared from a frozen mixtures of milk
products and flavouring, containing a minimum 10 present of milk fat and eaten as
dessert. Ice cream is made from cream and butter fat, milk, sugar and flavourings. Ice
cream is now available in hundreds, if not thousands of flavours. Fruit ices (non dairy
9
ABOUT THE ICE CREAM INDUSTRY
Tracing the early days in the history of ice cream “takes us far back as 3000BC”, when it is
thought that icecream could have been invented. Although this would not be the sort office
cream we had recognize today. Chinese people were reported to have made some kind of
iced product, possibly similar to what we know as sorbet, thousands of years before
refrigeration was even dreamed. While these is little evidence to back up this theory, in
thought that the method of making these original iced deserts based on a syrup substance,
brought to freezing point with thw help of salt compound. Salt paper or potassium nitrate,
reduces tempperature of water, drawing beat salt as the dissolves.
Moving a few centuries (16-323 BC Alexander The Great, The Kingdom of
Macedonia) feature in the origin of creams. He has apparently known to have a passion for
honey-favored iced drinks, using maw to make the ice mixture. In AD 54, Emperor Nero of
Rome liked his ice dessert to. His staves collected snow and mixed it with fruit or wine to
connect an early icecream like treat. The history of “ice creams| goes back to Chine again to
the 7 century AD and King Tang of Shang. While it likely that he invented or even made his
own food, his minions would have mixed up buffalo milk, camphor and flour to serve up a
not tasty sounding version of icecreams.
Ice cream is a smooth, sweet, cold food prepared from a frozen mixtures of milk
products and flavouring, containing a minimum 10 present of milk fat and eaten as
dessert. Ice cream is made from cream and butter fat, milk, sugar and flavourings. Ice
cream is now available in hundreds, if not thousands of flavours. Fruit ices (non dairy
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
10
frozen desserts) were introduced into Europe from the east sometimes after being first
descried by macro polo in his journals.
Ice cream can also be hand-packed and also be sold by weight. The use of
stabilizers rather than cream and incorporation of faire also decreased fat and energy
content of less expensive ice creams, making more appealing to those on diets .ice cream
come in wide variety of flavour ,often with additives such as chocolate flakes or chips,
ribbons of sauce as caramels or chocolate, nuts fruits and small candied/sweets. Some of
the most popular ice cream flavours are vanilla, chocolate, strawberry and Neapolitan (a
combination of the three). Many people also enjoy ice cream sundaes, which often have
ice creams, hot fudge ,nuts ,whipped cream, maraschino cherries or a variety of other
toppings. Other topping include cookies crumbs, butterscotch sprinkles, banana sauce,
marshmallows or different variety of candy.
HISTORY OF ICE CREAM
Our love affair with ice cream is centuries old. The ancient greeks, romans, and jews were
known to chill wines and juices. This practice evolved into fruit ices and eventually,
frozen milk and cream mixtures. In the first century, emperor Nero reportedly sent
messengers to the mountains to collect snow so that his kitchen stuff could make
concoctions flavoured with fruit and honey. Twelve centuries later, Marco polo
introduced Europe to a frozen milk desert similar to the modern sherbet that he had
enjoyed in the far east .the Italians were specially fond of frozen confection that by the
sixteenth century was being called ice cream. In 1533, the young Italian princess
Catherine demedici went to france as the bride of the future king henry II. Included in her
10
frozen desserts) were introduced into Europe from the east sometimes after being first
descried by macro polo in his journals.
Ice cream can also be hand-packed and also be sold by weight. The use of
stabilizers rather than cream and incorporation of faire also decreased fat and energy
content of less expensive ice creams, making more appealing to those on diets .ice cream
come in wide variety of flavour ,often with additives such as chocolate flakes or chips,
ribbons of sauce as caramels or chocolate, nuts fruits and small candied/sweets. Some of
the most popular ice cream flavours are vanilla, chocolate, strawberry and Neapolitan (a
combination of the three). Many people also enjoy ice cream sundaes, which often have
ice creams, hot fudge ,nuts ,whipped cream, maraschino cherries or a variety of other
toppings. Other topping include cookies crumbs, butterscotch sprinkles, banana sauce,
marshmallows or different variety of candy.
HISTORY OF ICE CREAM
Our love affair with ice cream is centuries old. The ancient greeks, romans, and jews were
known to chill wines and juices. This practice evolved into fruit ices and eventually,
frozen milk and cream mixtures. In the first century, emperor Nero reportedly sent
messengers to the mountains to collect snow so that his kitchen stuff could make
concoctions flavoured with fruit and honey. Twelve centuries later, Marco polo
introduced Europe to a frozen milk desert similar to the modern sherbet that he had
enjoyed in the far east .the Italians were specially fond of frozen confection that by the
sixteenth century was being called ice cream. In 1533, the young Italian princess
Catherine demedici went to france as the bride of the future king henry II. Included in her
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
11
trousseau were recipes for frozen deserts. The first public sale of ice cream occurred in
Paris at the café procope in 1670.
The early history of ice cream would not legendary without the mention of Italians.
Marco polo, the renowned Italian explorer, had some 17 years in china in the later part of
th 13
th
century. Unsubstantiated claims that he brought ice cream to Italy originate from a
theory that he discovered some sort of recipe for milk based iced product during his time
there. It was not, however, until the 17
th
century that the more familiar appearance of ice
cream we had recognise today began to emerge.
The ice cream market growth and picked up after de-reservation of the sector in1997
of the total size of Rs 15-16 billion. Around 30-32% is in the hands or organized sector
valued at Rs 4.9 billions. Rest all is with the unorganized sector. Among the major players
in the industry Hindustan lever has a market share of around 50% represented mainly by
Kwality walls brand. Amul with an estimated market share 35% is rapidly gaining market
share and lastly Vadilal is the player in the national market with 8-9%of the market share.
11
trousseau were recipes for frozen deserts. The first public sale of ice cream occurred in
Paris at the café procope in 1670.
The early history of ice cream would not legendary without the mention of Italians.
Marco polo, the renowned Italian explorer, had some 17 years in china in the later part of
th 13
th
century. Unsubstantiated claims that he brought ice cream to Italy originate from a
theory that he discovered some sort of recipe for milk based iced product during his time
there. It was not, however, until the 17
th
century that the more familiar appearance of ice
cream we had recognise today began to emerge.
The ice cream market growth and picked up after de-reservation of the sector in1997
of the total size of Rs 15-16 billion. Around 30-32% is in the hands or organized sector
valued at Rs 4.9 billions. Rest all is with the unorganized sector. Among the major players
in the industry Hindustan lever has a market share of around 50% represented mainly by
Kwality walls brand. Amul with an estimated market share 35% is rapidly gaining market
share and lastly Vadilal is the player in the national market with 8-9%of the market share.
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
12
PRODUCTION AREA
In rural areas, KULFIS ice cream made of small or cottage industry. The market for
organized sector is restricted to large metropolitan cities. In small towns and villages,
there are thousands of small players who produce ice cream sold in country are consumed
In the western regions with Mumbai being the main market, followed by 30% In the north
and 20% in the south.
MARKET SEGMENTATION OF ICE CREAM
According to William. J.stantion, “market segmentation is the process of talking the total
heterogeneous market for a product and dividing it in to several sub markets or segments.
Each of which tends to be homogeneous in all significant aspects.
The total market is heterogeneous and the buyers may be numerous belonging to
different classes. A market may not be able to serve all the customers effectively. In such
situations, the marketer has to identify the most profitable augment and serve them
effectively.
Indian ice cream makers can be segmented in three different ways namely,
1. On the basis of flavour
2. On the basis of packing
3. On the basis of consumer
ICE CREAM MARKET DRIVERS
• Percentage of children and youth in total population
• Develop of tourism
• Number of schools and colleges
• Disposable income
• Innovative flavour and promotional methods
12
PRODUCTION AREA
In rural areas, KULFIS ice cream made of small or cottage industry. The market for
organized sector is restricted to large metropolitan cities. In small towns and villages,
there are thousands of small players who produce ice cream sold in country are consumed
In the western regions with Mumbai being the main market, followed by 30% In the north
and 20% in the south.
MARKET SEGMENTATION OF ICE CREAM
According to William. J.stantion, “market segmentation is the process of talking the total
heterogeneous market for a product and dividing it in to several sub markets or segments.
Each of which tends to be homogeneous in all significant aspects.
The total market is heterogeneous and the buyers may be numerous belonging to
different classes. A market may not be able to serve all the customers effectively. In such
situations, the marketer has to identify the most profitable augment and serve them
effectively.
Indian ice cream makers can be segmented in three different ways namely,
1. On the basis of flavour
2. On the basis of packing
3. On the basis of consumer
ICE CREAM MARKET DRIVERS
• Percentage of children and youth in total population
• Develop of tourism
• Number of schools and colleges
• Disposable income
• Innovative flavour and promotional methods
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
13
CHALLENGES OF ICE CREAM INDUSTRY
• High tax structure
• Distribution bottlenecks
• Rising input costs
• Maintenance of cold chain
• Seasonality of product
PRODUCT FEATURE
• Ingredient or flavor
• Innovative package hygiene
• Product process
• Appearance
PROMOTION
• Service
• Electronic print media
• Dealer board or Pop
• Vending machines or vehicles
• Menu cards
• Consumer schemes or contests
• Product demonstration or free sample
13
CHALLENGES OF ICE CREAM INDUSTRY
• High tax structure
• Distribution bottlenecks
• Rising input costs
• Maintenance of cold chain
• Seasonality of product
PRODUCT FEATURE
• Ingredient or flavor
• Innovative package hygiene
• Product process
• Appearance
PROMOTION
• Service
• Electronic print media
• Dealer board or Pop
• Vending machines or vehicles
• Menu cards
• Consumer schemes or contests
• Product demonstration or free sample
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
14
INDUSTRY COMPETITION
As the industry evaluation would indicate the competition is significant. The 70,000 some
participants is a large number but the more serious challenges comes from the top six
national firms. Amul, Quality walls, Mother Dairy, Vadilal, Dinshaw and Arun. These top
six firms dominate the essentially control the organised market. Details statistical are not
available to indicate market share but Ben and Jerry’s estimates that these six firms control
40% to 50% often urban market. Historically these have not achieved much success in
penetrating the Indian market. These are number of possible explanations for this, The
relative embrtonic and disorganized nature of the market excessive tariffs and the
restriction that imported icecream could only be sold in hotels and a highly fragmented
and ineffective media. Most of these market in efficiencies have been or are in the
processs of being corrected and Ben and Jerry believes that condition have ripened to
extend where MNCs can now effectively enter market and compete with the domestic
firms.
14
INDUSTRY COMPETITION
As the industry evaluation would indicate the competition is significant. The 70,000 some
participants is a large number but the more serious challenges comes from the top six
national firms. Amul, Quality walls, Mother Dairy, Vadilal, Dinshaw and Arun. These top
six firms dominate the essentially control the organised market. Details statistical are not
available to indicate market share but Ben and Jerry’s estimates that these six firms control
40% to 50% often urban market. Historically these have not achieved much success in
penetrating the Indian market. These are number of possible explanations for this, The
relative embrtonic and disorganized nature of the market excessive tariffs and the
restriction that imported icecream could only be sold in hotels and a highly fragmented
and ineffective media. Most of these market in efficiencies have been or are in the
processs of being corrected and Ben and Jerry believes that condition have ripened to
extend where MNCs can now effectively enter market and compete with the domestic
firms.
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
15
1.9 ORGANISATION PROFILE
Kerala Solvent Extractions Ltd, now known as KSE Ltd (BSE: 519421, NSE:
KSE), is a company that is engaged in the manufacture of Cattle feed, Oil Cake
processing (extraction of oil from copra cake by solvent extraction process and refining
the same to edible grade), and Dairy products in Irinjalakuda Thrissur District, state of
Kerala, India. The Company was incorporated on 25 September 1963 and began
commercial operations in April, 1972 by setting up Kerala’s first solvent extraction plant
to extract coconut oil from coconut oil cakes. Subsequently, in 1976 the company set up a
plant to manufacture ready mixed cattle feed. In the last three decades, KSE has emerged
as a leader in solvent extraction from coconut oil cakes and also the largest cattle feed
producer and supplier in Kerala. In 2000, KSE entered the business of procuring,
processing and marketing milk and milk products. In 2002, KSE started producing and
marketing ice creams under brand name 'Vesta'.
FORMATION OF THE COMPANY
The KSE Ltd formed and promoted by some oil owners of Irinjalakuda and
urrounding places.
The company was registered under the company’s act 1956, with registered office at
Irinjalakuda on 25
th
September 1963. Mr. P.V Devassy was the chairman of the company
at that time.
15
1.9 ORGANISATION PROFILE
Kerala Solvent Extractions Ltd, now known as KSE Ltd (BSE: 519421, NSE:
KSE), is a company that is engaged in the manufacture of Cattle feed, Oil Cake
processing (extraction of oil from copra cake by solvent extraction process and refining
the same to edible grade), and Dairy products in Irinjalakuda Thrissur District, state of
Kerala, India. The Company was incorporated on 25 September 1963 and began
commercial operations in April, 1972 by setting up Kerala’s first solvent extraction plant
to extract coconut oil from coconut oil cakes. Subsequently, in 1976 the company set up a
plant to manufacture ready mixed cattle feed. In the last three decades, KSE has emerged
as a leader in solvent extraction from coconut oil cakes and also the largest cattle feed
producer and supplier in Kerala. In 2000, KSE entered the business of procuring,
processing and marketing milk and milk products. In 2002, KSE started producing and
marketing ice creams under brand name 'Vesta'.
FORMATION OF THE COMPANY
The KSE Ltd formed and promoted by some oil owners of Irinjalakuda and
urrounding places.
The company was registered under the company’s act 1956, with registered office at
Irinjalakuda on 25
th
September 1963. Mr. P.V Devassy was the chairman of the company
at that time.
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
16
OBJECTIVE OF THE COMPANY
The memorandum of association of the company specifies 38 board objectives for
which the company is established. The most important are,
1. To produce, manufacture, extract, purchase, refine, import, export, sell and generally to
be in oil from seeds, oil cakes and other oil bearing materials to carry on business of the
refining and hydrogenation of oil and manufacturing of byproducts there from and are of
trades connect there with.
2. To acquire, erect, construct, establish, operate and maintain oil mills, extraction plants,
ghee plants, workshops and other works.
3. To carry on the business of purchase, sales manufacture and otherwise deal in all kinds
of milk, milk products and other dairy products such as pasteurized milk products, toned
milk, low and high fat milk, ultra heat treated milk, flavored milk, milk powder, butter,
cheese, yogurt edible casein, butter milk, ice cream, ghee paneer, peda sweets, toffees,
chocolates, candies, suger, confectioneries etc and all products there off.
4. To purchase for the purpose of the business of the company; oil expellers,
disintegrators, filter press, oil neutralizing, oil deodorizing, washing dyeing, bleaching,
filteration and hydrogen plants, boilers, tanks engines, electric motor pipes, shafting tin
plates and punch machines.
5. To produce, manufacture, treat, purchase, sell or otherwise deal in oil cakes, vegetable
products, cattle feed, poultry feed, other animal feed and oiled products.
16
OBJECTIVE OF THE COMPANY
The memorandum of association of the company specifies 38 board objectives for
which the company is established. The most important are,
1. To produce, manufacture, extract, purchase, refine, import, export, sell and generally to
be in oil from seeds, oil cakes and other oil bearing materials to carry on business of the
refining and hydrogenation of oil and manufacturing of byproducts there from and are of
trades connect there with.
2. To acquire, erect, construct, establish, operate and maintain oil mills, extraction plants,
ghee plants, workshops and other works.
3. To carry on the business of purchase, sales manufacture and otherwise deal in all kinds
of milk, milk products and other dairy products such as pasteurized milk products, toned
milk, low and high fat milk, ultra heat treated milk, flavored milk, milk powder, butter,
cheese, yogurt edible casein, butter milk, ice cream, ghee paneer, peda sweets, toffees,
chocolates, candies, suger, confectioneries etc and all products there off.
4. To purchase for the purpose of the business of the company; oil expellers,
disintegrators, filter press, oil neutralizing, oil deodorizing, washing dyeing, bleaching,
filteration and hydrogen plants, boilers, tanks engines, electric motor pipes, shafting tin
plates and punch machines.
5. To produce, manufacture, treat, purchase, sell or otherwise deal in oil cakes, vegetable
products, cattle feed, poultry feed, other animal feed and oiled products.
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
17
CHALLENGES
Kerala feeds, milma, godreg prima etc. are the main competitors to the company
but the company is the number one producer of cattle feed in private sector. Now the
company is concentrated on producing more milk products.
LABOUR FORCE
The labour force or work force ok KSE Ltd comes under the personal department
headed by the personal manager. It provides employment to around 1500 numbers directly
and other 6000 indirectly. The work force mainly includes officers, badly workers and
office staff of other departments
LABOUR RELATIONS
There is a good relationship between employees and the company. In the last 35
years there is no strike taken place in KSE ltd. The work culture of KSE is an exception to
the stiff ridden industrial culture of kerala it is matter of immense pride and the credit to
KSE that during quarter century of its active operation the days lost to industrial unrest is
23 days. This fact illustrates the cordial work environment and speaks of extra ordinary
relationship between employees and the management.
Periodical appraisal and renewal of agreement between the management and
workers create responsible attitude and productive atmosphere. United efforts, mutual
trusts and progressive union of the work force ae the cornerstone, in which the success of
KSE Ltd is based on.
17
CHALLENGES
Kerala feeds, milma, godreg prima etc. are the main competitors to the company
but the company is the number one producer of cattle feed in private sector. Now the
company is concentrated on producing more milk products.
LABOUR FORCE
The labour force or work force ok KSE Ltd comes under the personal department
headed by the personal manager. It provides employment to around 1500 numbers directly
and other 6000 indirectly. The work force mainly includes officers, badly workers and
office staff of other departments
LABOUR RELATIONS
There is a good relationship between employees and the company. In the last 35
years there is no strike taken place in KSE ltd. The work culture of KSE is an exception to
the stiff ridden industrial culture of kerala it is matter of immense pride and the credit to
KSE that during quarter century of its active operation the days lost to industrial unrest is
23 days. This fact illustrates the cordial work environment and speaks of extra ordinary
relationship between employees and the management.
Periodical appraisal and renewal of agreement between the management and
workers create responsible attitude and productive atmosphere. United efforts, mutual
trusts and progressive union of the work force ae the cornerstone, in which the success of
KSE Ltd is based on.
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
18
Mission
• To maintain the market leadership
• To minimise the cost incurring in production process
• To maintain the product quality
• To be compliment to all global standards
• To maintain the top position in industry
• To utilize the New technological changes for the benefit of the company
Vision
“The company shall endeavour to maintain leadership through quality products explore
new avenues in product development and marketing, create a stronger bond between the
management, work force, dealer and customers, contribute to social development and
rural upliftment and constantly strive for excellence in all spheres of our activities”
MILESTONES OF KSE LTD
YEAR EVENTS:
1963: Registered as a company named KERALA SOLVENT EXTRACTION
LIMITED.
1972: The company started production in Irinjalakuda with a solvent extraction plant
with a solvent extraction plant with capacity of 40 MTS per day.
1976: A new plant was set up in Irinjalakuda to produce 50 MTS ready mixed cattle
filed.
1979: Production capacity of cattle feed in Irinjalakuda increases to 60 MTS
1980: Solvent extraction plant capacity in Irinjalakuda increased to 60 MTS per day.
18
Mission
• To maintain the market leadership
• To minimise the cost incurring in production process
• To maintain the product quality
• To be compliment to all global standards
• To maintain the top position in industry
• To utilize the New technological changes for the benefit of the company
Vision
“The company shall endeavour to maintain leadership through quality products explore
new avenues in product development and marketing, create a stronger bond between the
management, work force, dealer and customers, contribute to social development and
rural upliftment and constantly strive for excellence in all spheres of our activities”
MILESTONES OF KSE LTD
YEAR EVENTS:
1963: Registered as a company named KERALA SOLVENT EXTRACTION
LIMITED.
1972: The company started production in Irinjalakuda with a solvent extraction plant
with a solvent extraction plant with capacity of 40 MTS per day.
1976: A new plant was set up in Irinjalakuda to produce 50 MTS ready mixed cattle
filed.
1979: Production capacity of cattle feed in Irinjalakuda increases to 60 MTS
1980: Solvent extraction plant capacity in Irinjalakuda increased to 60 MTS per day.
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
19
1983: Cattle feed plant at Irinjalakuda capacity increased to 80 MTS per day.
1988: 100 MTS per day cattle feed plant in Swaminathapuram, Tamil Nadu, started
Production
1990: Cattle feed production capacity at Swaminathapuram unit increased to 150MTS
per day
1991: Palakkad branch started
1994: Keys forte, the new feed supplement for cattle introduced. Cattle feed production
capacity at Swaminathapuram increased to 180 MTS per day.
1995: Calicut branch opened
1996: 240 TPD cattle feed plant at vedagiri in Kottayam district started operation
company renamed as KSE Ltd.
1998: Company acquired its fourth manufacturing unit at Palakkad for manufacturing
cattle feed
1999: A modern CHILDRENs PARK AND INFORMATION CENTER has been
completed at Irinjalakuda for the benefit of the public
2000: Company started production and production and marketing of pasteurized milk
and Milk products from Konikkara and Thalayuth.
2002: Cattle feed production at Irinjalakuda unit increased to 195 MTS per day. VESTA
ice cream launched.
2003: Started production of cattle feed in a leased plant at Edayar, Kalamassery. Cattle
feed production at Swaminathapuram unit increased to 195 MTS per day.
19
1983: Cattle feed plant at Irinjalakuda capacity increased to 80 MTS per day.
1988: 100 MTS per day cattle feed plant in Swaminathapuram, Tamil Nadu, started
Production
1990: Cattle feed production capacity at Swaminathapuram unit increased to 150MTS
per day
1991: Palakkad branch started
1994: Keys forte, the new feed supplement for cattle introduced. Cattle feed production
capacity at Swaminathapuram increased to 180 MTS per day.
1995: Calicut branch opened
1996: 240 TPD cattle feed plant at vedagiri in Kottayam district started operation
company renamed as KSE Ltd.
1998: Company acquired its fourth manufacturing unit at Palakkad for manufacturing
cattle feed
1999: A modern CHILDRENs PARK AND INFORMATION CENTER has been
completed at Irinjalakuda for the benefit of the public
2000: Company started production and production and marketing of pasteurized milk
and Milk products from Konikkara and Thalayuth.
2002: Cattle feed production at Irinjalakuda unit increased to 195 MTS per day. VESTA
ice cream launched.
2003: Started production of cattle feed in a leased plant at Edayar, Kalamassery. Cattle
feed production at Swaminathapuram unit increased to 195 MTS per day.
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
20
2004: Acquired land from KINFRA for starting the new project of 200 TDP solvent
Plant and 100 TDP oil physical refining plant at Kinfra park, Koratty. ISO 9001:
2008 certification received
2005: Cattle feed production capacity at Irinjalakuda unit increased to 210 MTS per day.
Company acquired property at Mysore.ISO 9001 : 2008 accreditation for 7
Vedagiri and Swaminathapuram units.
2006: The 200 TPD solvent extraction plant at Koratty commissioned.100 TPD physical
refining plant at Koratty commissioned. Solvent plant at Irinjalakuda dismantled.
2008: Ice cream production unit commissioned at Thalayathu, Tamilnadu
2009: Cattle feed production capacity at Swaminathapuram incresed to 200 MTS per
day. Commissioned fractionation plant at Koratty. Commissioned 500 TDP fully
state of the Art German Technology Animal feed plantat Irinjalakuda.
2010: Ice cream production unit at Vedagiri commissioned.
2012: Started production of cattle feed is a leased plant at Koshuveli.
2013: Gorasam feed supplement introduced.
2014: Cattle feed production capacity of old plant at the Irinjalakuda unit increased to
225 MTS per day.Cattle feed production capacity at Palakkad unit increased to 120
MTS per day.
2015: Cattle feed production capacity in Swaminathapuram unit increased to 225 MTS
per day.
20
2004: Acquired land from KINFRA for starting the new project of 200 TDP solvent
Plant and 100 TDP oil physical refining plant at Kinfra park, Koratty. ISO 9001:
2008 certification received
2005: Cattle feed production capacity at Irinjalakuda unit increased to 210 MTS per day.
Company acquired property at Mysore.ISO 9001 : 2008 accreditation for 7
Vedagiri and Swaminathapuram units.
2006: The 200 TPD solvent extraction plant at Koratty commissioned.100 TPD physical
refining plant at Koratty commissioned. Solvent plant at Irinjalakuda dismantled.
2008: Ice cream production unit commissioned at Thalayathu, Tamilnadu
2009: Cattle feed production capacity at Swaminathapuram incresed to 200 MTS per
day. Commissioned fractionation plant at Koratty. Commissioned 500 TDP fully
state of the Art German Technology Animal feed plantat Irinjalakuda.
2010: Ice cream production unit at Vedagiri commissioned.
2012: Started production of cattle feed is a leased plant at Koshuveli.
2013: Gorasam feed supplement introduced.
2014: Cattle feed production capacity of old plant at the Irinjalakuda unit increased to
225 MTS per day.Cattle feed production capacity at Palakkad unit increased to 120
MTS per day.
2015: Cattle feed production capacity in Swaminathapuram unit increased to 225 MTS
per day.
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
21
AWARDS AND RECOGNITIONS
1. “Best productivity performance for Cattle feed in India” Award from National
Productivity Council continuously for Eleven Years 1996-97 to 2015-16
2. The solvent Extractors’ Association of India”-SEA Award for highest processor of
coconut cake in India, since institution of the award.
3. Kerala state award productivity council award.
4. “Top Cattle feed award” for aflatoxin free feed from “The Indian Association of
Veterinary Pathologists (IAVP) and Kerala Agriculture University.
5. Tamilnadu Productivity Council Safety Award.
6. Animal nutrition of India award for company’s contributions for propagation of
balanced compound livestock feed in India.
7. Industry excellence award from the India society for the study of animal
production for the year 2001.
8. Entrepreneur award from the college of veterinary and animal sciences.
9. Winners of S.E.A national award and state productivity and safety awards for
many tears.
10. SEA award-received for 16 years consecutively
11. Front – ranker in mixed cattle feed production in India.
12. Number one processing coconut oil cake through solvent extraction in India.
21
AWARDS AND RECOGNITIONS
1. “Best productivity performance for Cattle feed in India” Award from National
Productivity Council continuously for Eleven Years 1996-97 to 2015-16
2. The solvent Extractors’ Association of India”-SEA Award for highest processor of
coconut cake in India, since institution of the award.
3. Kerala state award productivity council award.
4. “Top Cattle feed award” for aflatoxin free feed from “The Indian Association of
Veterinary Pathologists (IAVP) and Kerala Agriculture University.
5. Tamilnadu Productivity Council Safety Award.
6. Animal nutrition of India award for company’s contributions for propagation of
balanced compound livestock feed in India.
7. Industry excellence award from the India society for the study of animal
production for the year 2001.
8. Entrepreneur award from the college of veterinary and animal sciences.
9. Winners of S.E.A national award and state productivity and safety awards for
many tears.
10. SEA award-received for 16 years consecutively
11. Front – ranker in mixed cattle feed production in India.
12. Number one processing coconut oil cake through solvent extraction in India.
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
22
KSE Limited was honoured for outstanding All India Performance in the Animal Feed
sector at the Gtobal Grain, Food and Feed Conclave held at Pune by Teflais and co-
sponsored by The Solvent Extractors Association Of India, Compound Livestock Feed
Manufacturers Association of India and The All India Sugar Trade Association of India
and Sugar Manufacturers Association of India. The Award was received by the Company
Chairman Dr. Jose Paul Thaliyath and Chief General Manager Sri Anand Menon at a
function held in J.W. Marriot, Pune on 11th June, 2016.
Award is presented by Netl Nithin Mukesh in the presence of SEA President Sri
Pravin Lunkard and Executive Director Dr. B.V.Mehta, Sri Sandeep Bajoria, Rahul
Sheikh, managing directors of teflas Mr Kailash Singh. CLF Hon Secretary Dr Phalke
Social responsibility
The CSR policy of KSE Limited incorporates the Company’s philosophy for giving back
to the society as a corporate citizen and lays down the guidelines and mechanism for
undertaking socially useful programmes for the welfare and sustainable development of
the community at large. The main objective of the policy is to establish the basic
principles and the general framework of action for the management to undertake and
fulfill its corporate social responsibility. Under the policy, the company is commited to
spend in every financial year atleast 2 % of its average net profits for the three
immediately preceding financial years in some of the identified activities.
KSE ltd is forefront for meeting its responsibilities towards society. KSE has contributed
liberally towards social events.
22
KSE Limited was honoured for outstanding All India Performance in the Animal Feed
sector at the Gtobal Grain, Food and Feed Conclave held at Pune by Teflais and co-
sponsored by The Solvent Extractors Association Of India, Compound Livestock Feed
Manufacturers Association of India and The All India Sugar Trade Association of India
and Sugar Manufacturers Association of India. The Award was received by the Company
Chairman Dr. Jose Paul Thaliyath and Chief General Manager Sri Anand Menon at a
function held in J.W. Marriot, Pune on 11th June, 2016.
Award is presented by Netl Nithin Mukesh in the presence of SEA President Sri
Pravin Lunkard and Executive Director Dr. B.V.Mehta, Sri Sandeep Bajoria, Rahul
Sheikh, managing directors of teflas Mr Kailash Singh. CLF Hon Secretary Dr Phalke
Social responsibility
The CSR policy of KSE Limited incorporates the Company’s philosophy for giving back
to the society as a corporate citizen and lays down the guidelines and mechanism for
undertaking socially useful programmes for the welfare and sustainable development of
the community at large. The main objective of the policy is to establish the basic
principles and the general framework of action for the management to undertake and
fulfill its corporate social responsibility. Under the policy, the company is commited to
spend in every financial year atleast 2 % of its average net profits for the three
immediately preceding financial years in some of the identified activities.
KSE ltd is forefront for meeting its responsibilities towards society. KSE has contributed
liberally towards social events.
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
23
1. Construction and maintenance of a modem children’s information centre “KS
PARK” in Irinjalakuda at the cost of Rs 80 lakhs.
2. Construction of footpath cum handrail for public at cost of Rs 10 lakhs
3. Contribution of kargil fund Rs 5 lakhs
4. Contribution to Gujarat earthquake relief fund Rs 10 lakh.
5. Contribution to bharatia vidya bhavan in Irinjalakuda Rs 1 lakh.
6. Contribution to st james hospital Rs 3 lakh
7. To amala cancer centre-hospital and research centre Thrissur Rs 3 lakh.
8. The chief minister relief fund Rs 3 lakh
9. Mahatma Gandhi
10. For construction of class rooms of unnai warrier smarakalanilaya Rs20000
11. To St joseph college for women Rs80000
12. For construction of blood bank attached to the government taluk hospital Rs25000
13. To ambilance social forum Rs 15 lakh in november.
14. 26 Nos. Hospital Beds to the department of pediatrics, Government Medical
College, Thrissur RS 0.55 Lakhs
15. Providing one dialysis machine to Santhosham Hospital, Udumalpet Rs 6.10 Lakhs
16. Reference books for the library of Sahrdaya College of Advanced Studies,
Kodakara Rs 1.04 lakhs
17 Cots etc for inmates of St. George Asha bhavan at Anandapuram. An old age home
Rs 1 lakh
23
1. Construction and maintenance of a modem children’s information centre “KS
PARK” in Irinjalakuda at the cost of Rs 80 lakhs.
2. Construction of footpath cum handrail for public at cost of Rs 10 lakhs
3. Contribution of kargil fund Rs 5 lakhs
4. Contribution to Gujarat earthquake relief fund Rs 10 lakh.
5. Contribution to bharatia vidya bhavan in Irinjalakuda Rs 1 lakh.
6. Contribution to st james hospital Rs 3 lakh
7. To amala cancer centre-hospital and research centre Thrissur Rs 3 lakh.
8. The chief minister relief fund Rs 3 lakh
9. Mahatma Gandhi
10. For construction of class rooms of unnai warrier smarakalanilaya Rs20000
11. To St joseph college for women Rs80000
12. For construction of blood bank attached to the government taluk hospital Rs25000
13. To ambilance social forum Rs 15 lakh in november.
14. 26 Nos. Hospital Beds to the department of pediatrics, Government Medical
College, Thrissur RS 0.55 Lakhs
15. Providing one dialysis machine to Santhosham Hospital, Udumalpet Rs 6.10 Lakhs
16. Reference books for the library of Sahrdaya College of Advanced Studies,
Kodakara Rs 1.04 lakhs
17 Cots etc for inmates of St. George Asha bhavan at Anandapuram. An old age home
Rs 1 lakh
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
24
RAW MATERIALS USING FOR CATTLE FEED PRODUCTION
• Oiled rice bran
• Deoiled rice bran
• Cholam
• Cotton seed cake
• Rape seed cake
• Ground nut cake
• Maize
• C N cake powder
• Tamarind Powder
• Coffee Husk
• Molassess
• Salt
PRODUCTS OF KSE
CATTLE FEED
• K.S Ordinary (Mash)
• K.S Super (Mash)
• Jersey Copra Cake
• K S Delux Pellet
• K S Delux Plus Pellet
• KS Supreme Pellete
• K S Premium Pellete
• K S Forte
• Gorasam
24
RAW MATERIALS USING FOR CATTLE FEED PRODUCTION
• Oiled rice bran
• Deoiled rice bran
• Cholam
• Cotton seed cake
• Rape seed cake
• Ground nut cake
• Maize
• C N cake powder
• Tamarind Powder
• Coffee Husk
• Molassess
• Salt
PRODUCTS OF KSE
CATTLE FEED
• K.S Ordinary (Mash)
• K.S Super (Mash)
• Jersey Copra Cake
• K S Delux Pellet
• K S Delux Plus Pellet
• KS Supreme Pellete
• K S Premium Pellete
• K S Forte
• Gorasam
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
25
DAIRY PRODUCTS
• K.S Milk
• K.S Ghee
• K.S Curd
• K.S Butter Milk
• Vesta Ice cream
Types of Icecream flavours
• Pista
• Vanila.
• Coconut
• Strawberry
• Dates
• Chocolate
• ButterScotch
• Pista Green
• Sauce etc
25
DAIRY PRODUCTS
• K.S Milk
• K.S Ghee
• K.S Curd
• K.S Butter Milk
• Vesta Ice cream
Types of Icecream flavours
• Pista
• Vanila.
• Coconut
• Strawberry
• Dates
• Chocolate
• ButterScotch
• Pista Green
• Sauce etc
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
26
PRODUCTION UNIT IN INDIA
UNITS IN KERALA :
1. IRINJALAKUDA UNIT (725MTS)
The company registered in 1963 and started production in its solvent Extraction
Plant in Kakkathuruthy Road, Irinjalakuda with a capacity of 40MTS per day. It was the
first solvent extraction plant in Kerala spread over 15 acres. It was here that KSE setup its
first cattle feed plant in 1976 with a capacity of 50MTS per day. The process of
computerisation in plant and office was initiated way back in 1987. In 1994 KSE listed its
shares in Stock Exchange of Cochin, Chennai and Mumbai. An ISO 9001:2008
certification also we got in 2004. A fully automatic German technology cattle feed plant
commissioned in Irinjalakuda in 2009. Now the total capacity of the plant is 725 MTS per
day.
2.VEDAGIRI UNIT (240MTS)
The third cattle feed plant of the company with a daily production capacity of 240
MTS started operation at Vedagiri near Ettumanoor in Kottayam District, in March 1996.
The total area is about 10 acres. This Rs 6 Crores project, fully financed from internal
resources, was formally inaugurated on 17
th
august, 1996.
3. PALAKKAD UNIT (120MTS)
This is the 4
th
cattle feed plant of the company with a daily production capacity of
120 MTS. The product from this unit are marketed in the districts of Palakkad,
Malappuram and part of Calicut.
26
PRODUCTION UNIT IN INDIA
UNITS IN KERALA :
1. IRINJALAKUDA UNIT (725MTS)
The company registered in 1963 and started production in its solvent Extraction
Plant in Kakkathuruthy Road, Irinjalakuda with a capacity of 40MTS per day. It was the
first solvent extraction plant in Kerala spread over 15 acres. It was here that KSE setup its
first cattle feed plant in 1976 with a capacity of 50MTS per day. The process of
computerisation in plant and office was initiated way back in 1987. In 1994 KSE listed its
shares in Stock Exchange of Cochin, Chennai and Mumbai. An ISO 9001:2008
certification also we got in 2004. A fully automatic German technology cattle feed plant
commissioned in Irinjalakuda in 2009. Now the total capacity of the plant is 725 MTS per
day.
2.VEDAGIRI UNIT (240MTS)
The third cattle feed plant of the company with a daily production capacity of 240
MTS started operation at Vedagiri near Ettumanoor in Kottayam District, in March 1996.
The total area is about 10 acres. This Rs 6 Crores project, fully financed from internal
resources, was formally inaugurated on 17
th
august, 1996.
3. PALAKKAD UNIT (120MTS)
This is the 4
th
cattle feed plant of the company with a daily production capacity of
120 MTS. The product from this unit are marketed in the districts of Palakkad,
Malappuram and part of Calicut.
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
27
4. EDAYAR UNIT (200 MTS)
It is situated in Ernakulam district. This is a lease unit having a capacity of 200
MTS per day.
5. KOCHUVELI UNIT (200 MTS)
It is in Trivandrum District having a capacity of 200 MTS per day.
6. KORATTY UNIT
It is a Kinfra small industrial park, Koratty, Trichur district with 200TPD solvent
extraction plant and 100 TPD physical refining plant with a capital outlay of Rs 14 crores
for refining vegetable oils. Solvent extracted coconut oil is refined in the plant and made
edible
DAIRY UNITS
1. KONIKKARA UNIT
KSE Limited has entered in Dairy field in 2000 and starting the work of milk
procurement, processing and marketing of liquid milk and milk products. The products of
K S PAAL, K S GHEE, CURD and BUTTER MILK have already become popular in
Trichur and Ernakulam, Malappuram and Allappey districts. Ice cream under the name of
VESTA was launched during 2002 and have conquered the Kerala market.
27
4. EDAYAR UNIT (200 MTS)
It is situated in Ernakulam district. This is a lease unit having a capacity of 200
MTS per day.
5. KOCHUVELI UNIT (200 MTS)
It is in Trivandrum District having a capacity of 200 MTS per day.
6. KORATTY UNIT
It is a Kinfra small industrial park, Koratty, Trichur district with 200TPD solvent
extraction plant and 100 TPD physical refining plant with a capital outlay of Rs 14 crores
for refining vegetable oils. Solvent extracted coconut oil is refined in the plant and made
edible
DAIRY UNITS
1. KONIKKARA UNIT
KSE Limited has entered in Dairy field in 2000 and starting the work of milk
procurement, processing and marketing of liquid milk and milk products. The products of
K S PAAL, K S GHEE, CURD and BUTTER MILK have already become popular in
Trichur and Ernakulam, Malappuram and Allappey districts. Ice cream under the name of
VESTA was launched during 2002 and have conquered the Kerala market.
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
28
2. VEDAGIRI UNIT
To meet the Ice cream demands of Kottayam district, a new Ice cream plant was
started in 2010 near to cattle feed plant premises and started all dairy products.
UNITS IN TAMIL NADU
1. SWAMINATHAPURAM UNIT
Sale of KS cattle feed in selected markets in Tamilnadu was started as early as
1984. To enable the company to extend its products and services to whole of Tamilnadu, a
new production unit was setup at Swaminathapuram in Dindigul district of Tamilnadu in
1988. A solvent extraction plant was also started in 1989. Spread out on 22 acres of land
on the banks of river Amaravathi, this Rs 3.5 crores plant works round the clock. Keyes
Forte is also manufactured at this unit.
A model dairy farm with high yielding animals is also maintained in the unit for
conducting feeding trails and other experiments. Now the total capacity of the
plant is 240 MTS per day
2. THALAYUTHU UNIT (DAIRY)
To meet the Ice Cream demands of Tamilnadu area, a new Ice cream plant was
started in the year 2000 in Thalayuthu, near palani, and started milk procurement and
processing of milk. In 2008 Ice cream production also started.
28
2. VEDAGIRI UNIT
To meet the Ice cream demands of Kottayam district, a new Ice cream plant was
started in 2010 near to cattle feed plant premises and started all dairy products.
UNITS IN TAMIL NADU
1. SWAMINATHAPURAM UNIT
Sale of KS cattle feed in selected markets in Tamilnadu was started as early as
1984. To enable the company to extend its products and services to whole of Tamilnadu, a
new production unit was setup at Swaminathapuram in Dindigul district of Tamilnadu in
1988. A solvent extraction plant was also started in 1989. Spread out on 22 acres of land
on the banks of river Amaravathi, this Rs 3.5 crores plant works round the clock. Keyes
Forte is also manufactured at this unit.
A model dairy farm with high yielding animals is also maintained in the unit for
conducting feeding trails and other experiments. Now the total capacity of the
plant is 240 MTS per day
2. THALAYUTHU UNIT (DAIRY)
To meet the Ice Cream demands of Tamilnadu area, a new Ice cream plant was
started in the year 2000 in Thalayuthu, near palani, and started milk procurement and
processing of milk. In 2008 Ice cream production also started.
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
29
DIFFERENT DEPARTMENTS
HUMAN RESOURSE DEPARTMENT
Human resource is of paramount importance for the success of any
organization. It is a source of strength, aid and, it is the most important asset of an
organization. Human resources are the wealth of an organization which can help it in
achieving its goals. Human resource management is the planning, organizing, directing
and controlling of procurement ,development, compensation, integration, maintenance and
reproduction of human resources to the end of the individual, organizational and societal
objectives are accomplished.
Human resource management is the qualitative improvement of human
beings who are considered the most valuable assets of an organization. It is the strategic
approach to the acquisition, motivation, development and management of the
organization’s human resources. The primary objective of HRM is to ensure the
satisfactory accomplishment of the objectives of an organization and of its employees and
management. It helps workers in accomplishing individual and organizational goals.
The HR manager organizes the HR department to carry out the functions
entrusted to him. In KSE personnel department functions are controlled by Personnel
Manager.
29
DIFFERENT DEPARTMENTS
HUMAN RESOURSE DEPARTMENT
Human resource is of paramount importance for the success of any
organization. It is a source of strength, aid and, it is the most important asset of an
organization. Human resources are the wealth of an organization which can help it in
achieving its goals. Human resource management is the planning, organizing, directing
and controlling of procurement ,development, compensation, integration, maintenance and
reproduction of human resources to the end of the individual, organizational and societal
objectives are accomplished.
Human resource management is the qualitative improvement of human
beings who are considered the most valuable assets of an organization. It is the strategic
approach to the acquisition, motivation, development and management of the
organization’s human resources. The primary objective of HRM is to ensure the
satisfactory accomplishment of the objectives of an organization and of its employees and
management. It helps workers in accomplishing individual and organizational goals.
The HR manager organizes the HR department to carry out the functions
entrusted to him. In KSE personnel department functions are controlled by Personnel
Manager.
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
30
Functions of Human Resource Department
1. Recruitment
Recruitment is the process of searching for prospective employees and
stimulating them to apply for jobs in the organization. This is made on the base of
personal interview. Only qualified candidates are selected. Final selection is done by the
head office.
2. Pay Fixation
It is based on the job analysis, conduct of salary survey, group similar jobs into
pay grades, price each pay grade and wage administration rules.
3. Promotion
Advancement within an organization is ordinarily labeled as promotion. It
refers to the advancement on an employee to a better job. Promotion is a mean of filling up
vacancies which occur in any organization from time to time.
Labour welfare means anything done for the comfort and improvement
intellectual or social, of the employees over and above the wages paid which is not
necessary for the industry. KSE gives first priority to the welfare of the employees.
Statutory and non-statutory benefits are provided.
5. Performance Appraisal
Performance appraisal is the systematic, periodic and an impartial rating of an
employee, excellence in matters pertaining to his present job and his potential for a better
job. It is done to ensure the efficiency of workers.
30
Functions of Human Resource Department
1. Recruitment
Recruitment is the process of searching for prospective employees and
stimulating them to apply for jobs in the organization. This is made on the base of
personal interview. Only qualified candidates are selected. Final selection is done by the
head office.
2. Pay Fixation
It is based on the job analysis, conduct of salary survey, group similar jobs into
pay grades, price each pay grade and wage administration rules.
3. Promotion
Advancement within an organization is ordinarily labeled as promotion. It
refers to the advancement on an employee to a better job. Promotion is a mean of filling up
vacancies which occur in any organization from time to time.
Labour welfare means anything done for the comfort and improvement
intellectual or social, of the employees over and above the wages paid which is not
necessary for the industry. KSE gives first priority to the welfare of the employees.
Statutory and non-statutory benefits are provided.
5. Performance Appraisal
Performance appraisal is the systematic, periodic and an impartial rating of an
employee, excellence in matters pertaining to his present job and his potential for a better
job. It is done to ensure the efficiency of workers.
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
31
6. Statutory Requirement
Factory license and boiler license renewed every year.
Punchayathu tax and building tax, company tax, individual employee tax, etc. are
paid.
Diesel license and environmentally acceptable licenses are renewed every two
years.
WELFARE ACTIVITIES
Labour welfare activities of KSE Ltd ensure a peaceful and friendly atmosphere
in the workplace. Labour welfare is a matter of first priority to the management. The firm
provides sanitation, periodical medical checkup and recreational facilities to the
employees .Firm provides both statutory and non-statutory benefit.
Statutory Benefits
ESI and per ESI Act 1948.
Gratuity as per payment of gratuity Act 1972.
Employees Deposit Linked Insurance.
Contribution to Kerala Labour Welfare Fund.
P.F
31
6. Statutory Requirement
Factory license and boiler license renewed every year.
Punchayathu tax and building tax, company tax, individual employee tax, etc. are
paid.
Diesel license and environmentally acceptable licenses are renewed every two
years.
WELFARE ACTIVITIES
Labour welfare activities of KSE Ltd ensure a peaceful and friendly atmosphere
in the workplace. Labour welfare is a matter of first priority to the management. The firm
provides sanitation, periodical medical checkup and recreational facilities to the
employees .Firm provides both statutory and non-statutory benefit.
Statutory Benefits
ESI and per ESI Act 1948.
Gratuity as per payment of gratuity Act 1972.
Employees Deposit Linked Insurance.
Contribution to Kerala Labour Welfare Fund.
P.F
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
32
Non Statutory Welfare Fund
Employee Welfare Fund
All employees of the firm contribute a fixed monthly amount to the fund. The
fund is administrated by a committee nominated by the management and the employees.
Terminal Fund
Death Fund
Disablement fund
Medical benefit
Cash award for children
Loan for marriage of children
Loan for house hold items.
Trade Unions
KTUC(M)
INTUC(I)
BMS
CITU
32
Non Statutory Welfare Fund
Employee Welfare Fund
All employees of the firm contribute a fixed monthly amount to the fund. The
fund is administrated by a committee nominated by the management and the employees.
Terminal Fund
Death Fund
Disablement fund
Medical benefit
Cash award for children
Loan for marriage of children
Loan for house hold items.
Trade Unions
KTUC(M)
INTUC(I)
BMS
CITU
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
33
PURCHASE DEPARTMENT
The purchase department consists of purchase committee, which in turn is
comprised of management officials. Purchases are normally done from reliable suppliers.
PURCHASE PROCEDURES
1. Purchase Requisition: It is a document through which the user department requests
the purchase manager to arrange for purchasing the material required. Each
department head prepares the purchase requisition and send it to the purchase
manger on receipt of purchase requisition report. The purchase manager will make
necessary steps for purchasing material that has been mentioned in the purchase
requisition.
2. Plans are made by the purchase department about what to purchase, how to
purchase, when to purchase and so on.
3. Purchase manager does not invite quotation for the supply of materials from
different suppliers. Orders are placed through telephonic orders. Normally the
orders are made in bulk quantity. Maximum Economic Ordering Quantity is 250
tons per order.
4. The purchase committee selects the supplier after evaluation. The purchase
manager then discuss with the supplier about rate, quality, requirements, quantity,
delivery time and packaging. Then both parties agree that they will enter in to
purchase contract according to supply and payment.
33
PURCHASE DEPARTMENT
The purchase department consists of purchase committee, which in turn is
comprised of management officials. Purchases are normally done from reliable suppliers.
PURCHASE PROCEDURES
1. Purchase Requisition: It is a document through which the user department requests
the purchase manager to arrange for purchasing the material required. Each
department head prepares the purchase requisition and send it to the purchase
manger on receipt of purchase requisition report. The purchase manager will make
necessary steps for purchasing material that has been mentioned in the purchase
requisition.
2. Plans are made by the purchase department about what to purchase, how to
purchase, when to purchase and so on.
3. Purchase manager does not invite quotation for the supply of materials from
different suppliers. Orders are placed through telephonic orders. Normally the
orders are made in bulk quantity. Maximum Economic Ordering Quantity is 250
tons per order.
4. The purchase committee selects the supplier after evaluation. The purchase
manager then discuss with the supplier about rate, quality, requirements, quantity,
delivery time and packaging. Then both parties agree that they will enter in to
purchase contract according to supply and payment.
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
34
5. Making of purchase contract: Six copies of the purchase contract will be prepared
and it is signed by Chief Purchase Manager and Chief General/Finance Manager.
The company will send two copies of purchase contract to the supplier, one copy to
the purchase department, one copy to the finance department, one copy to the
stores department and the last one will keep it in their running file. The supplier
will send back one copy as a token of confirmation. A purchase contract will
contain the details such as, the name of the material, quantity to be supplied,
agreed rate, quality specification, time in which it is to be supplied (delivery date),
place of delivery, rate whether inclusive of tax, packing of material, mode of
transportation, option if the material is not supplied on due date and mode of
payment. Generally, 90 per cent of the payment will be made in the next day. In
case the delivery is not made on due date, this 10 per cent will be adjusted.
6. Receiving and inspection of material: When the material arrives, the drivers have
to report at the gate. The guards will inform it to the purchase department who will
give permission to enter into the company.
Before taking the material to the godown, the total weight of the truck
containing the materials will be calculated. This weight involves the weights of truck,
materials, and packing of material. Later after unloading of material, the weight of the
truck, gross weight (actual weight of material and its packing) and net weight (weight of
materials only) will also be calculated. At the time of unloading the material, actual
samples of it will be taken and send to the Lab another packet will be kept a check sample.
34
5. Making of purchase contract: Six copies of the purchase contract will be prepared
and it is signed by Chief Purchase Manager and Chief General/Finance Manager.
The company will send two copies of purchase contract to the supplier, one copy to
the purchase department, one copy to the finance department, one copy to the
stores department and the last one will keep it in their running file. The supplier
will send back one copy as a token of confirmation. A purchase contract will
contain the details such as, the name of the material, quantity to be supplied,
agreed rate, quality specification, time in which it is to be supplied (delivery date),
place of delivery, rate whether inclusive of tax, packing of material, mode of
transportation, option if the material is not supplied on due date and mode of
payment. Generally, 90 per cent of the payment will be made in the next day. In
case the delivery is not made on due date, this 10 per cent will be adjusted.
6. Receiving and inspection of material: When the material arrives, the drivers have
to report at the gate. The guards will inform it to the purchase department who will
give permission to enter into the company.
Before taking the material to the godown, the total weight of the truck
containing the materials will be calculated. This weight involves the weights of truck,
materials, and packing of material. Later after unloading of material, the weight of the
truck, gross weight (actual weight of material and its packing) and net weight (weight of
materials only) will also be calculated. At the time of unloading the material, actual
samples of it will be taken and send to the Lab another packet will be kept a check sample.
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
35
The Material Received Report (MRR) will be prepared and send it to
the purchase department. Full payment for the materials received will be given only after
getting the lab results. The rebate will be deducted if there is any non-fulfillment of the
conditions of the contract. If there is any dispute regarding the quality of the material, the
company will send half of the check samples to the supplier who will send the second half
of the check sample to an independent lab for re-test. Nearest result’s average will be
taken for settlement.
IMPORTANT MATERIALS USED FOR THE MANUFACTURE OF CATTLE
FEED
The most needed material is de-oiled rice barn, which is purchased in bulk
from north India by rake load and also by lorry from Tamil Nadu and to a concerned
extends from Kerala. Molasses is vital ingredient as it adds taste to the cattle feed.
MAINTANANCE OF STOCK
Materials purchased are required to be delivered at the Vedagiri unit.
Specifications of the materials required are communicated to the supplier who supplies the
materials as per specifications. The load of materials entering the factory will be registered
at the factory gate. The load is then sending to the store where the store officials check the
materials for visual defects through sample test.
Once the store officials verified the load, it will be unloaded and each
material will be stocked separately in its lot and stored in a pattern. Then raw material
samples will send to the company late for content analysis. If the quality of the materials is
found inappropriate, then adjustments in the price will be made in the final settlement.
35
The Material Received Report (MRR) will be prepared and send it to
the purchase department. Full payment for the materials received will be given only after
getting the lab results. The rebate will be deducted if there is any non-fulfillment of the
conditions of the contract. If there is any dispute regarding the quality of the material, the
company will send half of the check samples to the supplier who will send the second half
of the check sample to an independent lab for re-test. Nearest result’s average will be
taken for settlement.
IMPORTANT MATERIALS USED FOR THE MANUFACTURE OF CATTLE
FEED
The most needed material is de-oiled rice barn, which is purchased in bulk
from north India by rake load and also by lorry from Tamil Nadu and to a concerned
extends from Kerala. Molasses is vital ingredient as it adds taste to the cattle feed.
MAINTANANCE OF STOCK
Materials purchased are required to be delivered at the Vedagiri unit.
Specifications of the materials required are communicated to the supplier who supplies the
materials as per specifications. The load of materials entering the factory will be registered
at the factory gate. The load is then sending to the store where the store officials check the
materials for visual defects through sample test.
Once the store officials verified the load, it will be unloaded and each
material will be stocked separately in its lot and stored in a pattern. Then raw material
samples will send to the company late for content analysis. If the quality of the materials is
found inappropriate, then adjustments in the price will be made in the final settlement.
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
36
Maximum storage capacity of the store is 7500 tons. The company maintains
a minimum stock level of 15 days a minimum of one and a half months.
MATERIAL HANDLING
Once the material requisition report is made, the material is accepted and
receipt is forwarded to the accounts department. The load number is specified in the MRR.
Factory item is stored as per specified act and each issue is recorded. Issue of material is
done L.I.F.O basis. Hence stock can be verified easily whenever required.
FORMS USED
Forms used in the purchase department are ;
1. PURCHASE CONTRACT
2. MATERIAL RECEIVED REPORT (MRR)
1. PURCHASE CONTRACT
This contains information regarding the name of the dealer, order
number, date, name of the material, quantity required and rate. It also contains
specific information regarding quality duties, packaging, and mode of delivery,
place of delivery, delivery rate and payment schedule. Chief purchase manager of
general manager will sign this report. Copies of this document are prepared too
are send to the supplier out of which one will be send back by the supplier as
confirmation, on copy is send to finance department, one to godown, one is kept
in the running file.
36
Maximum storage capacity of the store is 7500 tons. The company maintains
a minimum stock level of 15 days a minimum of one and a half months.
MATERIAL HANDLING
Once the material requisition report is made, the material is accepted and
receipt is forwarded to the accounts department. The load number is specified in the MRR.
Factory item is stored as per specified act and each issue is recorded. Issue of material is
done L.I.F.O basis. Hence stock can be verified easily whenever required.
FORMS USED
Forms used in the purchase department are ;
1. PURCHASE CONTRACT
2. MATERIAL RECEIVED REPORT (MRR)
1. PURCHASE CONTRACT
This contains information regarding the name of the dealer, order
number, date, name of the material, quantity required and rate. It also contains
specific information regarding quality duties, packaging, and mode of delivery,
place of delivery, delivery rate and payment schedule. Chief purchase manager of
general manager will sign this report. Copies of this document are prepared too
are send to the supplier out of which one will be send back by the supplier as
confirmation, on copy is send to finance department, one to godown, one is kept
in the running file.
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
37
2. MATERIAL RECEIVED REPORT (MRR)
This contains details about the materials received, date, supplier
name, number of bags, voucher number, quality, freight, etc. This form should be
signed by the authorized signatory. Three copies of this form need to produce.
One will send to godown, two copies are retained by the purchase department.
37
2. MATERIAL RECEIVED REPORT (MRR)
This contains details about the materials received, date, supplier
name, number of bags, voucher number, quality, freight, etc. This form should be
signed by the authorized signatory. Three copies of this form need to produce.
One will send to godown, two copies are retained by the purchase department.
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
38
PRODUCTION DEPARTMENT
Production is the process of conversion of inputs into outputs. It involves
certain heavy machineries and some complicated process to convert raw materials into
finished products. Cattle feed production is based on the formula given by the nutritionist.
The formula will change according to the availability and the price of raw materials. The
important raw materials used for this purpose are coconut oil cake, cotton seed cake,
maize, rice, wheat bran, etc. and nutrients.
1. Raw Material feeding : Various raw materials to be taken for production are
listed in the raw material feeding report on a day to day basis and fed to the
conveyors. The materials fed are taken to the top floor through the coveyor.
2. Raw Material Weighing : The raw material is weighted in the weigh hopper as
per the formulate given by the Chief Nutritionist. For each recipe, separate
formulae are entered in the computer.
3. Batch Grinding : The batch which is weighed in the weigh hopper is taken for
grinding in hammer mills, where required sleeves are used to ensure adequate
particle size for the ground material.
4. Batch Mixing : The material ground in the hammer mill is taken to the ribbon type
batch mixer for predetermined time to ensure homogeneous mixing. The minor
ingredients are directly added to the mixer.
38
PRODUCTION DEPARTMENT
Production is the process of conversion of inputs into outputs. It involves
certain heavy machineries and some complicated process to convert raw materials into
finished products. Cattle feed production is based on the formula given by the nutritionist.
The formula will change according to the availability and the price of raw materials. The
important raw materials used for this purpose are coconut oil cake, cotton seed cake,
maize, rice, wheat bran, etc. and nutrients.
1. Raw Material feeding : Various raw materials to be taken for production are
listed in the raw material feeding report on a day to day basis and fed to the
conveyors. The materials fed are taken to the top floor through the coveyor.
2. Raw Material Weighing : The raw material is weighted in the weigh hopper as
per the formulate given by the Chief Nutritionist. For each recipe, separate
formulae are entered in the computer.
3. Batch Grinding : The batch which is weighed in the weigh hopper is taken for
grinding in hammer mills, where required sleeves are used to ensure adequate
particle size for the ground material.
4. Batch Mixing : The material ground in the hammer mill is taken to the ribbon type
batch mixer for predetermined time to ensure homogeneous mixing. The minor
ingredients are directly added to the mixer.
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
39
5. Molasses Mixing : The required molasses added to the batch and mixed in
molasses mixer.
6. Palletizing : The food that is mixed with the molasses is passed through the pellet
mill feeder conditioner where required quantity of steam is added. It is then passed
through the pellet mill where pellet are produced. The hot pellets are cooled in
cooler and then bagged.
7. Bagging : After completion of production, bagging is done and appropriate
identification is done with respect to the date and shift of production.
OPERATION
The whole operation is automatic which is programmed to the computer
placed at the plant operator’s room. After feeding of raw materials to the hopper, the
computer automatically takes the amount of raw material needed for the batch as per the
chief nutritionist formulae. The bagging is also done automatically. The plant operator is
responsible for the change in the percentage of raw material in the batch. The raw
materials are fed to hopper which itself is a weighing machine. It allows only the
appropriate amount of raw material to enter the production.
PRODUCTION PLANT
In KSE Vedagiri unit, production take place in the cattle feed plant.
39
5. Molasses Mixing : The required molasses added to the batch and mixed in
molasses mixer.
6. Palletizing : The food that is mixed with the molasses is passed through the pellet
mill feeder conditioner where required quantity of steam is added. It is then passed
through the pellet mill where pellet are produced. The hot pellets are cooled in
cooler and then bagged.
7. Bagging : After completion of production, bagging is done and appropriate
identification is done with respect to the date and shift of production.
OPERATION
The whole operation is automatic which is programmed to the computer
placed at the plant operator’s room. After feeding of raw materials to the hopper, the
computer automatically takes the amount of raw material needed for the batch as per the
chief nutritionist formulae. The bagging is also done automatically. The plant operator is
responsible for the change in the percentage of raw material in the batch. The raw
materials are fed to hopper which itself is a weighing machine. It allows only the
appropriate amount of raw material to enter the production.
PRODUCTION PLANT
In KSE Vedagiri unit, production take place in the cattle feed plant.
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
40
CATTLE FEED PLANT
In this plant the company uses different types of cakes according to their
availability apart from other materials of the company such as coconut cake, sunflower
cake, mustard cake, soya been, wheat, calcium, vitamins, cotton seed, phosphate, tapioca,
maize, jowar and other vitamins. Except from the coconut cake, all the other materials are
purchased from other states. It can produce 200 tons per day.
MMCP TECHNOLOGY It involves mixing, milling, cooking and pelleting.
MILLING: This is being used for ensuring that all the granules are grinded, screened
three mm sieve. The materials feed in to the grinder and powdered as it passes. Through
the screen provided at the bottom side of grinding chamber. Two hammer mills are used.
MIXING: The raw material will mixed thoroughly by using a horizontal mixer.
COOKING: The steam for cooking is produced using a boiler. The mixer carries out a
strong mixing while the mash is moved forward and added with dry saturated steam. The
cooking is carried out at a temperature of 80 degree Celsius using a high pressure saturated
steam.
PELLETING: The pellet mill die by rotating drags the mixture of mash and steam
towards the roller, which press it and consequently compel it to pass through the hole of
the die. It increases the density of the mixture, which together with heat generated by the
saturated steam facilities the extraction of the pellet.
40
CATTLE FEED PLANT
In this plant the company uses different types of cakes according to their
availability apart from other materials of the company such as coconut cake, sunflower
cake, mustard cake, soya been, wheat, calcium, vitamins, cotton seed, phosphate, tapioca,
maize, jowar and other vitamins. Except from the coconut cake, all the other materials are
purchased from other states. It can produce 200 tons per day.
MMCP TECHNOLOGY It involves mixing, milling, cooking and pelleting.
MILLING: This is being used for ensuring that all the granules are grinded, screened
three mm sieve. The materials feed in to the grinder and powdered as it passes. Through
the screen provided at the bottom side of grinding chamber. Two hammer mills are used.
MIXING: The raw material will mixed thoroughly by using a horizontal mixer.
COOKING: The steam for cooking is produced using a boiler. The mixer carries out a
strong mixing while the mash is moved forward and added with dry saturated steam. The
cooking is carried out at a temperature of 80 degree Celsius using a high pressure saturated
steam.
PELLETING: The pellet mill die by rotating drags the mixture of mash and steam
towards the roller, which press it and consequently compel it to pass through the hole of
the die. It increases the density of the mixture, which together with heat generated by the
saturated steam facilities the extraction of the pellet.
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
41
MARKETING DEPARTMENT
Functions
Marketing Department of the company concentrates on building long term
relationship with the customers, dealers, distributors and suppliers. The company also
undertakes sales promotion works. Marketing department mainly concentrate on consumer
promotion and dealers promotion.
In this company the departments by Marketing Manager and under him there are 2
Assistant Manager. One for sales Dispatch other for Customer service and Sales
promotion. The company sells its products only through the dealers, No direct sales are
allowed. The company has around 500 dealers. It delivers goods at their shop unloading
changes; rent etc will not bear by the company.
Advertisement and sales promotion
The company does not give much importance to advertisement but it concentrate
on sales promotion to a greater extends. However the advertising and sales promotion
expenditure for the year 2008-2009 amounts to Rs 7, 92,913: catalogues and Descriptive
leaflets are also provided to dealers. The main users of the product are farmers. So the
advertisement is given in local channels only. The company also gives dealers board to
dealers as an advertisement for their product.
41
MARKETING DEPARTMENT
Functions
Marketing Department of the company concentrates on building long term
relationship with the customers, dealers, distributors and suppliers. The company also
undertakes sales promotion works. Marketing department mainly concentrate on consumer
promotion and dealers promotion.
In this company the departments by Marketing Manager and under him there are 2
Assistant Manager. One for sales Dispatch other for Customer service and Sales
promotion. The company sells its products only through the dealers, No direct sales are
allowed. The company has around 500 dealers. It delivers goods at their shop unloading
changes; rent etc will not bear by the company.
Advertisement and sales promotion
The company does not give much importance to advertisement but it concentrate
on sales promotion to a greater extends. However the advertising and sales promotion
expenditure for the year 2008-2009 amounts to Rs 7, 92,913: catalogues and Descriptive
leaflets are also provided to dealers. The main users of the product are farmers. So the
advertisement is given in local channels only. The company also gives dealers board to
dealers as an advertisement for their product.
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
42
Other Advertisement are Used
• Radio ads
• Wall paintings
• Hoarding
• Flexes
• Tin boards to dealers
• Dangles
• Pamphlets
• Flex banner
• Cinema slides
• Yearly calendar
Sales Procedure
• Dealers can use own or rented vehicle
• Vehicle is weighted before going to godown
• After weighting it is loaded with required quantity
• Vehicle is then weighed with load
• Weight of products is verified
• Bill clearance done
42
Other Advertisement are Used
• Radio ads
• Wall paintings
• Hoarding
• Flexes
• Tin boards to dealers
• Dangles
• Pamphlets
• Flex banner
• Cinema slides
• Yearly calendar
Sales Procedure
• Dealers can use own or rented vehicle
• Vehicle is weighted before going to godown
• After weighting it is loaded with required quantity
• Vehicle is then weighed with load
• Weight of products is verified
• Bill clearance done
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
43
Training
Training for KS sales persons was conducted from 2001. According to the training
session the main objectives of sales management were
• Sales volume
• Contribution to growth
• Continuing growth
Cattle Shows
Company sponsors cattle shows conducted by milk society, dairy departments etc.
Cattle shows neither help the company to reach many prospects nor reached their sales
force.
Feedback from Customers
Marketing department encourage feedback from the customers. Labels with
address for enquiry are put each packet for feedbacks.
Obtaining sales order
Dealers are selected by proper methods. Dealers can give order either directly or
through telephone. Date of delivery is given in advance.
43
Training
Training for KS sales persons was conducted from 2001. According to the training
session the main objectives of sales management were
• Sales volume
• Contribution to growth
• Continuing growth
Cattle Shows
Company sponsors cattle shows conducted by milk society, dairy departments etc.
Cattle shows neither help the company to reach many prospects nor reached their sales
force.
Feedback from Customers
Marketing department encourage feedback from the customers. Labels with
address for enquiry are put each packet for feedbacks.
Obtaining sales order
Dealers are selected by proper methods. Dealers can give order either directly or
through telephone. Date of delivery is given in advance.
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
44
Pricing
The pricing of KSE is flexible. Pricing of the product varies according to the cost
of raw materials. During 1998 the company was forced to increase the price of their
product. But when the price of row materials lowered, the company decided share it with
the customer. As a result there was a reduction of Rs 13-18 per pack. According to Kerala
General Sales tax a 15% additional sales tax was imposed. So price were renewed from
23
rd
August 2006.
Dealers Promotion
It carried out by providing dealers with
• Banners
• Purchase- pointers
• Dealers commission is granted at the rate of 10%
Marketing segmentation
Since the final consumer of cattle feed is cattle, market segmentation is done, on
the basis of milk production of cattle is segmented as
• Dry animals with no milk
• Animal yielding milk 5 liters
• Animal yielding milk between 5-10 litters
• Animal yielding milk more than 10 litters
44
Pricing
The pricing of KSE is flexible. Pricing of the product varies according to the cost
of raw materials. During 1998 the company was forced to increase the price of their
product. But when the price of row materials lowered, the company decided share it with
the customer. As a result there was a reduction of Rs 13-18 per pack. According to Kerala
General Sales tax a 15% additional sales tax was imposed. So price were renewed from
23
rd
August 2006.
Dealers Promotion
It carried out by providing dealers with
• Banners
• Purchase- pointers
• Dealers commission is granted at the rate of 10%
Marketing segmentation
Since the final consumer of cattle feed is cattle, market segmentation is done, on
the basis of milk production of cattle is segmented as
• Dry animals with no milk
• Animal yielding milk 5 liters
• Animal yielding milk between 5-10 litters
• Animal yielding milk more than 10 litters
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
45
FINANCE DEPARTMENT
The main function of Finance department is to have overall control
over both inflow and outflow of the financial resources..
Major Applications
Computers are used for accounting and technical aspects of account such as;
• Inventory control
• Production Planning and Control
• Purchase Accounting
• Budgetary control and standard costing
• Machine capacity utilization
• Quality control
• Market research
• Management Information System
Source of Finance
Long term Finance, Medium term Finance and short term Finance is
considered as source of finance. Source of long term finance are
• Shares
• Debentures
• Internal finance
• Public deposits
• Industrial financial institution
• Industrial banks
45
FINANCE DEPARTMENT
The main function of Finance department is to have overall control
over both inflow and outflow of the financial resources..
Major Applications
Computers are used for accounting and technical aspects of account such as;
• Inventory control
• Production Planning and Control
• Purchase Accounting
• Budgetary control and standard costing
• Machine capacity utilization
• Quality control
• Market research
• Management Information System
Source of Finance
Long term Finance, Medium term Finance and short term Finance is
considered as source of finance. Source of long term finance are
• Shares
• Debentures
• Internal finance
• Public deposits
• Industrial financial institution
• Industrial banks
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
46
Sources of Medium term Finance
• Redeemable preference shares
• Debentures
• Bank loans
• Hire purchase and installment system
• Public deposits
• Mortgage loans internal finance
Sources of short term funds
• Bank OD
• Trade creditor
• Money lender
• Customers advance
• Loan from MD and Directors
Capital Structure
It consists of both owned capital and borrowed capital. Owned capital
consist of funds brought in by owners, borrowed capital consist of shares debentures and
loans.
46
Sources of Medium term Finance
• Redeemable preference shares
• Debentures
• Bank loans
• Hire purchase and installment system
• Public deposits
• Mortgage loans internal finance
Sources of short term funds
• Bank OD
• Trade creditor
• Money lender
• Customers advance
• Loan from MD and Directors
Capital Structure
It consists of both owned capital and borrowed capital. Owned capital
consist of funds brought in by owners, borrowed capital consist of shares debentures and
loans.
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
47
Financial policies
Accounts in KSE Ltd are prepared under historical cost convention on
accrual basis unless otherwise specially stated in notes to account
• Fixed Asset
Asset put to use have been stated at cost less depreciation. Asset not put to
use have been stated at cost
• Depreciation:
Depreciation on fixed assets have been provided on written down value method at
the rate prescribed in the company Act 1956,
• Investments
Investments as at the aloes of the year are valued at loses cost as net realizable
Value.
• Goods in transit at cost
• Retirement benefit
Contribution to Provident fund and employees welfare funds is charged to Profit
and Loss Account
Borrowing cost:
Borrowing cost that are attributed to the acquisition or construction or
production qualifying assets are capitalized as part of the cost of such assets. A qualifying
asset is one of that necessarily takes substantial period of the fine to get ready intended
use. All other borrowing costs are charged to revenue.
47
Financial policies
Accounts in KSE Ltd are prepared under historical cost convention on
accrual basis unless otherwise specially stated in notes to account
• Fixed Asset
Asset put to use have been stated at cost less depreciation. Asset not put to
use have been stated at cost
• Depreciation:
Depreciation on fixed assets have been provided on written down value method at
the rate prescribed in the company Act 1956,
• Investments
Investments as at the aloes of the year are valued at loses cost as net realizable
Value.
• Goods in transit at cost
• Retirement benefit
Contribution to Provident fund and employees welfare funds is charged to Profit
and Loss Account
Borrowing cost:
Borrowing cost that are attributed to the acquisition or construction or
production qualifying assets are capitalized as part of the cost of such assets. A qualifying
asset is one of that necessarily takes substantial period of the fine to get ready intended
use. All other borrowing costs are charged to revenue.
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
48
Tax on income:
Current tax is determined as the amount of tax payable in respect of
taxable income for the year. Deferred tax is the required on timing difference, being
difference between taxable income and accounting income that originate in one period and
are capable of reversal in one or more subsequent periods where there is un absorbed
depreciation or carry forward losses deferred tax assets are recognized only if there virtual
certainty of realization of such assets. Other deferred tax assets are recognized only to the
extent to there is reasonable certainty or realization in future.
Segment reporting:
The company’s primary segments (business segments) have identified as the
a) Animal Feed Division
b) Oil Lake Processing division
c) Diary Division Compressing Milk and Milk Products Industry Ice Cream.
There no reportable geographical segments. Segments revenue, segment
results, segment assets and segment liability include the respective amounts identifiable to
each of the segment as also amounts allocated on a reasonable allocated to any of the
business segment, are shown as unallocated expenditure. Assets and liabilities that cannot
be allocated between the segments are shown as part of unallocated assets and liabilities
respectively. Later segment transfer of processed material is accounted considering the
estimated reliable value of such goods.
48
Tax on income:
Current tax is determined as the amount of tax payable in respect of
taxable income for the year. Deferred tax is the required on timing difference, being
difference between taxable income and accounting income that originate in one period and
are capable of reversal in one or more subsequent periods where there is un absorbed
depreciation or carry forward losses deferred tax assets are recognized only if there virtual
certainty of realization of such assets. Other deferred tax assets are recognized only to the
extent to there is reasonable certainty or realization in future.
Segment reporting:
The company’s primary segments (business segments) have identified as the
a) Animal Feed Division
b) Oil Lake Processing division
c) Diary Division Compressing Milk and Milk Products Industry Ice Cream.
There no reportable geographical segments. Segments revenue, segment
results, segment assets and segment liability include the respective amounts identifiable to
each of the segment as also amounts allocated on a reasonable allocated to any of the
business segment, are shown as unallocated expenditure. Assets and liabilities that cannot
be allocated between the segments are shown as part of unallocated assets and liabilities
respectively. Later segment transfer of processed material is accounted considering the
estimated reliable value of such goods.
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
49
Foreign Exchange Transactions:
Monetary assets and liabilities relating to transactions involving
foreign currently remain unsettled as the end of the year end rate. Gains or loss due to such
transactions of foreign exchange transactions (other than for fixed assets) are recognized in
the P&L accounts of Gains or loss due to such transactions of foreign exchange
transactions relating to fixed assets, if any, are adjusted the carrying cost of such assets.
Capital expenditure
The ice cream manufacturing Unit adjacent to our existing cattle feed
plant at Vedagiri has been commissioned on 28.03.2011. The capital outlay of the new ice
cream unit is 127 lakhs as on 31.03.2011 excluding the value of land already owned by the
company
49
Foreign Exchange Transactions:
Monetary assets and liabilities relating to transactions involving
foreign currently remain unsettled as the end of the year end rate. Gains or loss due to such
transactions of foreign exchange transactions (other than for fixed assets) are recognized in
the P&L accounts of Gains or loss due to such transactions of foreign exchange
transactions relating to fixed assets, if any, are adjusted the carrying cost of such assets.
Capital expenditure
The ice cream manufacturing Unit adjacent to our existing cattle feed
plant at Vedagiri has been commissioned on 28.03.2011. The capital outlay of the new ice
cream unit is 127 lakhs as on 31.03.2011 excluding the value of land already owned by the
company
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
50
QUALITY CONTROL DEPARTMENT
The success of a company depends upon the quality of its product.
Quality is the totality. Quality is the totality of features and characteristics of a product and
service that bear on its ability to satisfy stated or implied needs. Total quality is the key to
value creation and customer satisfaction.
The quality control department has to play an important role in the
success of a company through innovating quality product. It aims at total quality control. It
begins right from the purchase of raw materials to after sales quality check.
Uncompromising quality is the main feature of KSE. It is with which the company
maintains its reputation. The quality control department ensures the quality of cattle feeds
through testing the products at different stages. Statistical sampling techniques are applied
for quality control tests. The quality control tests include the raw materials inspection, in
process inspection, finished products inspection and finally after sales quality control.
Steps in Quality Control
In order to ensure total quality, tests are conducted right from the stage of raw
material acquisition to after sales. Payment of raw material is done on the basis of thetest
results. There are four stages in the quality control:
1. Raw material quality verification
2. Quality verification during grinding and mixing
3. Product quality verification
4. After sales quality control.
50
QUALITY CONTROL DEPARTMENT
The success of a company depends upon the quality of its product.
Quality is the totality. Quality is the totality of features and characteristics of a product and
service that bear on its ability to satisfy stated or implied needs. Total quality is the key to
value creation and customer satisfaction.
The quality control department has to play an important role in the
success of a company through innovating quality product. It aims at total quality control. It
begins right from the purchase of raw materials to after sales quality check.
Uncompromising quality is the main feature of KSE. It is with which the company
maintains its reputation. The quality control department ensures the quality of cattle feeds
through testing the products at different stages. Statistical sampling techniques are applied
for quality control tests. The quality control tests include the raw materials inspection, in
process inspection, finished products inspection and finally after sales quality control.
Steps in Quality Control
In order to ensure total quality, tests are conducted right from the stage of raw
material acquisition to after sales. Payment of raw material is done on the basis of thetest
results. There are four stages in the quality control:
1. Raw material quality verification
2. Quality verification during grinding and mixing
3. Product quality verification
4. After sales quality control.
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
51
Raw material Quality Verification
Protein fat are the required context. The main impurities are moisture and
silica. The fat content in the raw material is verified by a test known as “Crude fat test”
apparatus used is known as soxtlete apparatus. There are three such apparatus in the lab.
Protein content is verified with the help of an apparatus termed as fumes chamber. As
protein is a Nitrogen compound, protein content can be verified using this apparatus to
measure nitrogen content. Only one apparatus is there in the lab for this purpose. Moisture
content of raw materials should not be above a prescribed percentage (usually 10%) the
best tube for moisture is conducted to ensure that the raw materials are properly dried. In
later concept in 5gms is tested by using an apparatus “Hot Air Owen”. Silica content is
verified using the test named as “Acid Insoluble Test” apparatus used is “muffle furnace”.
Other Apparatus Used
• Distilled water unit
• Vacuum pump
• Hot plate
• Electric weight machine
Quality Verification during Grinding and Mixing
In second stage there are two quality checks:
a) Check during grinding.
Check during grinding is done at the grinding stage to ensure the proper size
recommended.
51
Raw material Quality Verification
Protein fat are the required context. The main impurities are moisture and
silica. The fat content in the raw material is verified by a test known as “Crude fat test”
apparatus used is known as soxtlete apparatus. There are three such apparatus in the lab.
Protein content is verified with the help of an apparatus termed as fumes chamber. As
protein is a Nitrogen compound, protein content can be verified using this apparatus to
measure nitrogen content. Only one apparatus is there in the lab for this purpose. Moisture
content of raw materials should not be above a prescribed percentage (usually 10%) the
best tube for moisture is conducted to ensure that the raw materials are properly dried. In
later concept in 5gms is tested by using an apparatus “Hot Air Owen”. Silica content is
verified using the test named as “Acid Insoluble Test” apparatus used is “muffle furnace”.
Other Apparatus Used
• Distilled water unit
• Vacuum pump
• Hot plate
• Electric weight machine
Quality Verification during Grinding and Mixing
In second stage there are two quality checks:
a) Check during grinding.
Check during grinding is done at the grinding stage to ensure the proper size
recommended.
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
52
b) Check during mixing.
Check during mixing is conducted to find out whether the mixture is properly
balanced. Also the weight is checked at this stage.
Product Quality
It involves
a) Calcium content verification.
b) Chlorine content verification
c) Phosphorous content verification
Volumetric test is used. Product quality verification is done at 3 shifts by taking samples
and checking it at the lab. Then it is pat before the medical officer for approval.
After Sales Quality Control
Customers are given proper guidance and instructions. They are advised not to
store the feed in moist place, also labels put in each bag to ensure proper feedback.
Training:
Quality control personnel regularly undergo in – service training at courses conducted at
control food Training and Research Institute (CFTRI), RRL, NDRI & other national
research organizations including various veterinary colleges in the southern states.
52
b) Check during mixing.
Check during mixing is conducted to find out whether the mixture is properly
balanced. Also the weight is checked at this stage.
Product Quality
It involves
a) Calcium content verification.
b) Chlorine content verification
c) Phosphorous content verification
Volumetric test is used. Product quality verification is done at 3 shifts by taking samples
and checking it at the lab. Then it is pat before the medical officer for approval.
After Sales Quality Control
Customers are given proper guidance and instructions. They are advised not to
store the feed in moist place, also labels put in each bag to ensure proper feedback.
Training:
Quality control personnel regularly undergo in – service training at courses conducted at
control food Training and Research Institute (CFTRI), RRL, NDRI & other national
research organizations including various veterinary colleges in the southern states.
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
53
FUTURE PLANS AND PROGRAMS
KSE, having an annual turnover of Rs.250 crores, which s the largest manufacturer
of cattle feed. It provides employment to around 1000 members directly and another 5000
indirectly. Its share is being listed in three stock exchanges in Cochin, Chennai and
Mumbai. The company commenced its production in the year 1972.
It is marketing annually about 1.80 lakhs per tons of superior quality cattle feed.
KSE has successfully launched its Vesta Brand Ice Cream which has been well accepted in
the market for its matching international quality standards. KSE plans to add more ice
cream production units across Kerala in the coming years to serve all pockets.
KSE is in the oil extraction industry in the past 31 years. It is having two
solvent plant with processing capacity of 100 tons per day. The company has also a
chemical oil refining plant of 20 tons per day. The company has secured the National
Productivity Award for the year 2001-2002 for being first in terms of production
efficiency in the animal feed sector. This is the sixth time in a row that the company is
being selected for this most coveted award.
It is pertinent it note that in the Kerala industrial scenario, where
many companies are choosing down, either due to labour unrest or due to other economic
reasons, KSE continue to commence new venture each year and runs them successfully.
The company is having six units at different locations. The relation with the labour unions
is very warm and cordial.
53
FUTURE PLANS AND PROGRAMS
KSE, having an annual turnover of Rs.250 crores, which s the largest manufacturer
of cattle feed. It provides employment to around 1000 members directly and another 5000
indirectly. Its share is being listed in three stock exchanges in Cochin, Chennai and
Mumbai. The company commenced its production in the year 1972.
It is marketing annually about 1.80 lakhs per tons of superior quality cattle feed.
KSE has successfully launched its Vesta Brand Ice Cream which has been well accepted in
the market for its matching international quality standards. KSE plans to add more ice
cream production units across Kerala in the coming years to serve all pockets.
KSE is in the oil extraction industry in the past 31 years. It is having two
solvent plant with processing capacity of 100 tons per day. The company has also a
chemical oil refining plant of 20 tons per day. The company has secured the National
Productivity Award for the year 2001-2002 for being first in terms of production
efficiency in the animal feed sector. This is the sixth time in a row that the company is
being selected for this most coveted award.
It is pertinent it note that in the Kerala industrial scenario, where
many companies are choosing down, either due to labour unrest or due to other economic
reasons, KSE continue to commence new venture each year and runs them successfully.
The company is having six units at different locations. The relation with the labour unions
is very warm and cordial.
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
54
BOARD OF DIRECTORS
DR. JOSE PAUL THALIYATH (CHAIRMAN)
M.C. PAUL (MANAGING DIRECTOR)
AP GEORGE (EXCUTIVE DIRECTOR)
DIRECTORS
DR. KC VIJAYARAGAVAN
K JHON FRANCIS
TR REGHULAL
SRI P D ANTO
INDEPENDENT DIRECTOR
SRI JISEPH XAVIOUR
MRS. SATHI A MENON
SRI PAUL JOHN
SMT MARYKUTTY VARGHESE
ADMINISTRATIVE MANAGERS
ANAND MENON (CHIEF GENERAL MANAGER)
R.SANKARANARAYAN (CHIEF FINANCIAL OFFICER AND COMPANY
SECRETARY)
54
BOARD OF DIRECTORS
DR. JOSE PAUL THALIYATH (CHAIRMAN)
M.C. PAUL (MANAGING DIRECTOR)
AP GEORGE (EXCUTIVE DIRECTOR)
DIRECTORS
DR. KC VIJAYARAGAVAN
K JHON FRANCIS
TR REGHULAL
SRI P D ANTO
INDEPENDENT DIRECTOR
SRI JISEPH XAVIOUR
MRS. SATHI A MENON
SRI PAUL JOHN
SMT MARYKUTTY VARGHESE
ADMINISTRATIVE MANAGERS
ANAND MENON (CHIEF GENERAL MANAGER)
R.SANKARANARAYAN (CHIEF FINANCIAL OFFICER AND COMPANY
SECRETARY)
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
55
KSE LIMITED, IRINJALAKUDA
ORGANISATION CHART
BOARD OF DIRECTORS
GENERAL STORE
EDP DEPARTMENT
BOILER DEPARTMENT
ELECTRICAL DEPARTMENT
MAINTENANCE DEPARTMENT
GODOWN DEPARTMENT
BOARD OF DIRECTORS
CHAIRMAN
MANAGING DIRECTOR
EXECUTIVE DIRECTOR
CHIEF GENERAL MANAGER CHIEF FIN. OFFICER & COMPANY
SECRETARY
FINANCE
DEPARTMENT
PERSONAL
DEPARTMENT
MARKETING
DEPARTMENT
PRODUCTION
DEPARTMENT
QUALITY
DEPARTMENT
PURCHASE
DEPARTMENT
55
KSE LIMITED, IRINJALAKUDA
ORGANISATION CHART
BOARD OF DIRECTORS
GENERAL STORE
EDP DEPARTMENT
BOILER DEPARTMENT
ELECTRICAL DEPARTMENT
MAINTENANCE DEPARTMENT
GODOWN DEPARTMENT
BOARD OF DIRECTORS
CHAIRMAN
MANAGING DIRECTOR
EXECUTIVE DIRECTOR
CHIEF GENERAL MANAGER CHIEF FIN. OFFICER & COMPANY
SECRETARY
FINANCE
DEPARTMENT
PERSONAL
DEPARTMENT
MARKETING
DEPARTMENT
PRODUCTION
DEPARTMENT
QUALITY
DEPARTMENT
PURCHASE
DEPARTMENT
CHAPTER-2
REVIEW OF
LITERATURE
REVIEW OF
LITERATURE
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
56
LITERATURE REVIEW
A literature review is designed to identify related research, to set the current research
project within a conceptual and theoretical context. Determine what the most credible
research journals are in the topical area and start with those. It may come across other
similar studies that might not have been included. The study would not be judged credible
if it ignored a major construct. The literature review will help to find and select
appropriate measurement instruments. It will be readily seen what measurement
instruments researchers had used themselves in contexts similar to this project.
Brand Awareness
Brand awareness is the extent to which a brand is recognized by potential customers and is
correctly associated with a particular product. Expressed usually as a percentage of the
target market, brand awareness is the primary goal of advertising in the early months or
years of products introduction.
Brand awareness is related the functions of brand identities in consumers memory and can
be reflected by how well the consumers can identify the brand under various conditions.
Brand awareness includes brand recognition and brand recall performance. Brand
recognition refers to the ability of the consumers to correctly differentiate the brand they
previously have the exposed to. This does not necessarily require that the consumers
identify the brand name .instead, it often means that consumers can response to a certain
brand after viewing its visual packaging images. Brand recall refers to the ability of the
consumers to correctly generate and retrieve the brand in their memory.
56
LITERATURE REVIEW
A literature review is designed to identify related research, to set the current research
project within a conceptual and theoretical context. Determine what the most credible
research journals are in the topical area and start with those. It may come across other
similar studies that might not have been included. The study would not be judged credible
if it ignored a major construct. The literature review will help to find and select
appropriate measurement instruments. It will be readily seen what measurement
instruments researchers had used themselves in contexts similar to this project.
Brand Awareness
Brand awareness is the extent to which a brand is recognized by potential customers and is
correctly associated with a particular product. Expressed usually as a percentage of the
target market, brand awareness is the primary goal of advertising in the early months or
years of products introduction.
Brand awareness is related the functions of brand identities in consumers memory and can
be reflected by how well the consumers can identify the brand under various conditions.
Brand awareness includes brand recognition and brand recall performance. Brand
recognition refers to the ability of the consumers to correctly differentiate the brand they
previously have the exposed to. This does not necessarily require that the consumers
identify the brand name .instead, it often means that consumers can response to a certain
brand after viewing its visual packaging images. Brand recall refers to the ability of the
consumers to correctly generate and retrieve the brand in their memory.
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
57
Levels of Brand Awareness
1.Brand Recognition : This level is the first stage of brand awareness. It is when the
consumers can recognize a specific brand among others “aided recall”. Aided recall can
also be explained as a situation where a set of given brand names from a given product
class is shown . the task is then to identify recognized names. Brand recognition is major
when consumers face the buying procedures.
2. Brand Recall : This is upon the consumers to name the trade mark in a product class
apart from level one this is an “unaided recall” since there are not given any examples of
specific brand. The role of brand recall can also be vital for regularly purchased products
like coffee, ditergent and headache remedies for which brand decisions usually are made
prior going to the store. Further on, in some categories such as( cereal) there are so many
recognised alternatives that the shopper is over whelned.
3. Top of Mind : A brand that is “top of mind” is the first brand that consumers think of
within a given product class (aaker,1991). Brand awareness is important since a lot of the
consumers feel that is the brand is well known it has good quality. Most important is not
that the brand is well known, it is what it is known for (melin,1999). Further , awareness is
a very important brand advantage, but it cannot sell the products, especially not if the
product is new (aaker,1991). In the literature there are many facts that showed that brand
awareness affects consumers choice and their by their choice of brand.
Measures of Brand Awareness
Aided awareness: this type of awareness is generated in a consumer. When asked about a
product category if the consumer is aided with a list of company names and he recognises
the company the given set it is categorised as aided awareness.
57
Levels of Brand Awareness
1.Brand Recognition : This level is the first stage of brand awareness. It is when the
consumers can recognize a specific brand among others “aided recall”. Aided recall can
also be explained as a situation where a set of given brand names from a given product
class is shown . the task is then to identify recognized names. Brand recognition is major
when consumers face the buying procedures.
2. Brand Recall : This is upon the consumers to name the trade mark in a product class
apart from level one this is an “unaided recall” since there are not given any examples of
specific brand. The role of brand recall can also be vital for regularly purchased products
like coffee, ditergent and headache remedies for which brand decisions usually are made
prior going to the store. Further on, in some categories such as( cereal) there are so many
recognised alternatives that the shopper is over whelned.
3. Top of Mind : A brand that is “top of mind” is the first brand that consumers think of
within a given product class (aaker,1991). Brand awareness is important since a lot of the
consumers feel that is the brand is well known it has good quality. Most important is not
that the brand is well known, it is what it is known for (melin,1999). Further , awareness is
a very important brand advantage, but it cannot sell the products, especially not if the
product is new (aaker,1991). In the literature there are many facts that showed that brand
awareness affects consumers choice and their by their choice of brand.
Measures of Brand Awareness
Aided awareness: this type of awareness is generated in a consumer. When asked about a
product category if the consumer is aided with a list of company names and he recognises
the company the given set it is categorised as aided awareness.
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
58
Spontaneous awareness: when asked about a product category, the consumers are asked to
list brands they know without any cues.
Top of the Mind Awareness: when the name of the company is automatically recollected
because the consumers very promptly associates the brand with the product category , it is
called a top of the mind awareness of the product. Its the first brand name listed by the
consumers when asked to name brands. They know without any cues.
Channels of Brand Awareness
There are many ways to generate brand awareness in the consumers. Listed below are 4
such channels:
Advertising is the activity or profession of producing information for promoting the sale
of commercial products or services .advertising is used through varies medias to generate
brand awareness within consumers. They can be aired as radio ads, television,
commercials, internet etc.
Brand
Consumers view brand as an important part of the products and brand might add value to
the product. Brand equity is the value of a brand for both consumers and companies. To
find factors that influence consumers ‘brand choice, the concept of brand and brand
theories where investigated. First , brand is defined.
One of the brands purposes is to be an identified to the product and services so that it can
be separated from other products and services in the same category. In that way, just by
seeing the name or the logo , the customer gets a product. The brand knowledge in a work
as a protection both for the customer and the manufacturer(aaker,1991).
58
Spontaneous awareness: when asked about a product category, the consumers are asked to
list brands they know without any cues.
Top of the Mind Awareness: when the name of the company is automatically recollected
because the consumers very promptly associates the brand with the product category , it is
called a top of the mind awareness of the product. Its the first brand name listed by the
consumers when asked to name brands. They know without any cues.
Channels of Brand Awareness
There are many ways to generate brand awareness in the consumers. Listed below are 4
such channels:
Advertising is the activity or profession of producing information for promoting the sale
of commercial products or services .advertising is used through varies medias to generate
brand awareness within consumers. They can be aired as radio ads, television,
commercials, internet etc.
Brand
Consumers view brand as an important part of the products and brand might add value to
the product. Brand equity is the value of a brand for both consumers and companies. To
find factors that influence consumers ‘brand choice, the concept of brand and brand
theories where investigated. First , brand is defined.
One of the brands purposes is to be an identified to the product and services so that it can
be separated from other products and services in the same category. In that way, just by
seeing the name or the logo , the customer gets a product. The brand knowledge in a work
as a protection both for the customer and the manufacturer(aaker,1991).
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
59
Brand Equity
More and more company leaders and market executives and groups like finance analyst ,
start to realise the value of branding. Brand equity can be divided into 5 classes
1.brand loyalty : people are bound to brand which decreases the weakeness to other brands
movement.
2.Name awareness: a known brand has more chance to be selected bought before an
unknown brand, just because the reliability and familiarity to the recognised brand.
3. perceived quality: How a brands quality is seen by customers. Good quality can also
mean higher price and abetter gross margin. How to measure quality in different industries
vary.
4.Brand association : a symbol or character that symbolises a specific brand.
5 other proprietary brand assets: some thing that discerns a specific brand from others:
patents, trademarks ,relationship, channels etc.
59
Brand Equity
More and more company leaders and market executives and groups like finance analyst ,
start to realise the value of branding. Brand equity can be divided into 5 classes
1.brand loyalty : people are bound to brand which decreases the weakeness to other brands
movement.
2.Name awareness: a known brand has more chance to be selected bought before an
unknown brand, just because the reliability and familiarity to the recognised brand.
3. perceived quality: How a brands quality is seen by customers. Good quality can also
mean higher price and abetter gross margin. How to measure quality in different industries
vary.
4.Brand association : a symbol or character that symbolises a specific brand.
5 other proprietary brand assets: some thing that discerns a specific brand from others:
patents, trademarks ,relationship, channels etc.
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
60
SUMMARY OF ARTICLES
Article -1
Results of a controlled experiment on the role of brand awareness in the consumer choice
process showed that brand awareness was a dominant choice heuristic among awareness-
group subjects. Subjects with no brand awareness tended to sample more brands and
selected the high-quality brand on the final choice significantly more often than those with
brand awareness. Thus, when quality differences exist among competing brands,
consumers may "pay a price" for employing simple choice heuristics such as brand
awareness in the interest of economizing time and effort. However, building brand
awareness is a viable strategy for advertising aimed at increasing brand-choice
probabilities. (Wayne D. Hoyer and Steven P. Brown,1990)
Article -2
Despite the importance of brand awareness to brand choice, consumer researchers have
given little attention to developing an understanding of awareness as a construct. Focusing
on brand awareness in memory-based situations (i.e., where the brands must be brought to
mind), this paper reports on a qualitative research project that explores how brands come
to mind in a variety of choice situations. A subsequent quantitative study shows that
associates identified in the qualitative research act as cues, and that brand awareness
varies significantly depending on the cues that are salient. (Stephen S. Holden.,1993)
60
SUMMARY OF ARTICLES
Article -1
Results of a controlled experiment on the role of brand awareness in the consumer choice
process showed that brand awareness was a dominant choice heuristic among awareness-
group subjects. Subjects with no brand awareness tended to sample more brands and
selected the high-quality brand on the final choice significantly more often than those with
brand awareness. Thus, when quality differences exist among competing brands,
consumers may "pay a price" for employing simple choice heuristics such as brand
awareness in the interest of economizing time and effort. However, building brand
awareness is a viable strategy for advertising aimed at increasing brand-choice
probabilities. (Wayne D. Hoyer and Steven P. Brown,1990)
Article -2
Despite the importance of brand awareness to brand choice, consumer researchers have
given little attention to developing an understanding of awareness as a construct. Focusing
on brand awareness in memory-based situations (i.e., where the brands must be brought to
mind), this paper reports on a qualitative research project that explores how brands come
to mind in a variety of choice situations. A subsequent quantitative study shows that
associates identified in the qualitative research act as cues, and that brand awareness
varies significantly depending on the cues that are salient. (Stephen S. Holden.,1993)
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
61
Article - 3
In 1987 Rossiter and Percy wrote “Brand awareness is widely misunderstood and often
wrongly measured, even by experienced managers” (p41). Yet brand awareness is covered
in most texts on advertising measurement, it is a central part of the popular hierarchy of-
effects advertising model, and marketing managers claim it as an important goal of their
communications activities (Kelly 1991). This paper discusses recent theoretical
developments which attempt to explain the role which brand awareness plays and then
presents empirical findings concerning how Australian managers utilise brand awareness
as a measure of marketing and advertising effectiveness. (Emma Macdonald and Byron
Sharp,1996)
Article - 4
A model is described that helps guide advertising strategy, based upon careful attention to
brand awareness and brand attitude. In this model, an important distinction is drawn
between recognition brand awareness and recall brand awareness. Brand attitude strategy
is seen as reflecting an interaction between a potential consumer's involvement with the
purchase decision and the underlying motivation to purchase. (Larry Percy and John R.
Rossiter,1992)
61
Article - 3
In 1987 Rossiter and Percy wrote “Brand awareness is widely misunderstood and often
wrongly measured, even by experienced managers” (p41). Yet brand awareness is covered
in most texts on advertising measurement, it is a central part of the popular hierarchy of-
effects advertising model, and marketing managers claim it as an important goal of their
communications activities (Kelly 1991). This paper discusses recent theoretical
developments which attempt to explain the role which brand awareness plays and then
presents empirical findings concerning how Australian managers utilise brand awareness
as a measure of marketing and advertising effectiveness. (Emma Macdonald and Byron
Sharp,1996)
Article - 4
A model is described that helps guide advertising strategy, based upon careful attention to
brand awareness and brand attitude. In this model, an important distinction is drawn
between recognition brand awareness and recall brand awareness. Brand attitude strategy
is seen as reflecting an interaction between a potential consumer's involvement with the
purchase decision and the underlying motivation to purchase. (Larry Percy and John R.
Rossiter,1992)
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
62
Article -5
This article is a replication of a study of Hoyer and Brown that used a controlled
experiment to examine the role of brand awareness in the consumer choice process. The
replication used the same methods, but with a different (but similar) product category, a
larger sample, and a sample group that included experienced as well as inexperienced
consumers. Results support the original study's findings that brand awareness is a
dominant choice tactic among awareness group subjects. Subjects choosing from a set of
brands with marked awareness differentials showed an overwhelming preference for the
high awareness brand, despite quality and price differentials. They also made their
decisions faster than subjects in the nonawareness condition and sampled fewer brands. In
a surprising finding, respondents use of the awareness choice heuristic did not seem to
decline steadily over repeated choice trials, but rather showed something of a U-shaped
pattern, with subjects returning to the high awareness brand in the latter choice trials.
Little support was found for Hoyer and Brown's finding that subjects in the no brand
awareness conditions chose the quality brand on the final trial more often that those in the
awareness differential conditions. In summary, awareness differentials seem to be a
powerful influence on brand choice in a repeat purchase consumer product context.
Consumers show a strong tendency to use awareness as a heuristic and show a degree of
inertia in changing from the habit of using this heuristic.( Emma K Macdonald and Byron
M Sharp,2000)
62
Article -5
This article is a replication of a study of Hoyer and Brown that used a controlled
experiment to examine the role of brand awareness in the consumer choice process. The
replication used the same methods, but with a different (but similar) product category, a
larger sample, and a sample group that included experienced as well as inexperienced
consumers. Results support the original study's findings that brand awareness is a
dominant choice tactic among awareness group subjects. Subjects choosing from a set of
brands with marked awareness differentials showed an overwhelming preference for the
high awareness brand, despite quality and price differentials. They also made their
decisions faster than subjects in the nonawareness condition and sampled fewer brands. In
a surprising finding, respondents use of the awareness choice heuristic did not seem to
decline steadily over repeated choice trials, but rather showed something of a U-shaped
pattern, with subjects returning to the high awareness brand in the latter choice trials.
Little support was found for Hoyer and Brown's finding that subjects in the no brand
awareness conditions chose the quality brand on the final trial more often that those in the
awareness differential conditions. In summary, awareness differentials seem to be a
powerful influence on brand choice in a repeat purchase consumer product context.
Consumers show a strong tendency to use awareness as a heuristic and show a degree of
inertia in changing from the habit of using this heuristic.( Emma K Macdonald and Byron
M Sharp,2000)
CHAPTER-3
RESEARCH
METHODOLOGY
RESEARCH
METHODOLOGY
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3 RESEARCH METHODOLOGY
3.1 INTRODUCTION
RESEARCH
Research refers to search of knowledge. It is a systematic enquiry seeking facts through
objective verifiable methods in order to discover the relationship among them and to
presume board principles or laws from them.
The purpose of research is to discover answers to questions through the
application of scientific procedures. The main aim of research is to find the truth which
has not been discovered yet.
Research methodology is a scientific and systematic way to solve research
problem. It may be understood as a science of studying how research is done
scientifically. Researcher has to design his methodology. It also deals with objective of
research study, the method of defining the problem, type of data collected, method used
for collecting and analysing data.
3.2 Research Design
Research design is the conceptual structure with in which research is conducted. It
constitutes the blue print for collection, measurement and analysis of data. The research
design specifies the method of study. Research design is prepared after formulating the
research problem.
63
3 RESEARCH METHODOLOGY
3.1 INTRODUCTION
RESEARCH
Research refers to search of knowledge. It is a systematic enquiry seeking facts through
objective verifiable methods in order to discover the relationship among them and to
presume board principles or laws from them.
The purpose of research is to discover answers to questions through the
application of scientific procedures. The main aim of research is to find the truth which
has not been discovered yet.
Research methodology is a scientific and systematic way to solve research
problem. It may be understood as a science of studying how research is done
scientifically. Researcher has to design his methodology. It also deals with objective of
research study, the method of defining the problem, type of data collected, method used
for collecting and analysing data.
3.2 Research Design
Research design is the conceptual structure with in which research is conducted. It
constitutes the blue print for collection, measurement and analysis of data. The research
design specifies the method of study. Research design is prepared after formulating the
research problem.
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
64
The research design adopted here is descriptive research. Descriptive research is a
fact-finding type of research. It is generally used in physical, natural sciences and social
science researches. The major purpose of descriptive research is description of the state of
affairs as it exists at present.
3.3 POPULATION OF THE STUDY
Population refers to the total number of people that are the subjects/respondents of the
study. The population here is the people who consume Icecream.
3.4 SAMPLING
Cluster sampling is used to collect information from the customers. In this population is
divided into separate groups, called clusters. Then, a simple random sample of clusters is
selected from the population.
As it is impossible to approach all respondents in Thrissur district, population is
divided into four clusters geographically. Then, a simple random sample of clusters is
selected from the population
Sampling frame
The sampling frame is the source list from which samples is drawn. It is means of
representing the elements of the population. Here the sample frame is thrissur district.
64
The research design adopted here is descriptive research. Descriptive research is a
fact-finding type of research. It is generally used in physical, natural sciences and social
science researches. The major purpose of descriptive research is description of the state of
affairs as it exists at present.
3.3 POPULATION OF THE STUDY
Population refers to the total number of people that are the subjects/respondents of the
study. The population here is the people who consume Icecream.
3.4 SAMPLING
Cluster sampling is used to collect information from the customers. In this population is
divided into separate groups, called clusters. Then, a simple random sample of clusters is
selected from the population.
As it is impossible to approach all respondents in Thrissur district, population is
divided into four clusters geographically. Then, a simple random sample of clusters is
selected from the population
Sampling frame
The sampling frame is the source list from which samples is drawn. It is means of
representing the elements of the population. Here the sample frame is thrissur district.
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
65
Sampling Unit
The sampling unit is the place from where the sample is drawn. the sampling unit in this
study is customers.
Sample Size
Sample size is small group of 100 consumers is taken under consideration from total
customer population. This small group represent the total population. In this project
sample is taken from Thrissur district. As it is impossible to approach all respondents, a
sample was selected which represent whole district. The ares selected were-
• Wadakkanchery(North)
• Mannuthy(East)
• Ayyanthole(West)
• Irinjalakuda(South)
3.5 METHODS OF DATA COLLECTION
The task of data collection begins after a research problem has been defined and research
design is chalked out. While deciding about the method of data collection to be used for
study, the researcher should keep two types of data they are
A) Primary data
B) Secondary data
65
Sampling Unit
The sampling unit is the place from where the sample is drawn. the sampling unit in this
study is customers.
Sample Size
Sample size is small group of 100 consumers is taken under consideration from total
customer population. This small group represent the total population. In this project
sample is taken from Thrissur district. As it is impossible to approach all respondents, a
sample was selected which represent whole district. The ares selected were-
• Wadakkanchery(North)
• Mannuthy(East)
• Ayyanthole(West)
• Irinjalakuda(South)
3.5 METHODS OF DATA COLLECTION
The task of data collection begins after a research problem has been defined and research
design is chalked out. While deciding about the method of data collection to be used for
study, the researcher should keep two types of data they are
A) Primary data
B) Secondary data
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66
Primary data
Primary data are those data which are collected for the first time. Primary data can be
obtained either through observation or through direct communication. In this sample,
sample survey was used for collecting the primary data. The primary data is collected by
using questionnaire and direct personal interview. (See Appendix)
Secondary Data
Secondary means the data that are already that has been collected by someone and which
have already been passed through the statistical processes. In this project work
the researcher has taken textbook, journals, magazines, websites as the sources of
secondary data.
Data Collection Tool
The tool used for data collection is through questionnaire using Likert scale, which is
termed as summated instrument scale. It consists of number of statements which express
whether a positive or negative attitude towards the object of interest. The respondent is
asked to agree or disagree with each statement. Each response is given a numerical score
to reflect its degree of attitude, and the score are totalled to measure the respondent’s
attitude. Here in this project researcher used 5point scale for questionnaire for data
collection.
66
Primary data
Primary data are those data which are collected for the first time. Primary data can be
obtained either through observation or through direct communication. In this sample,
sample survey was used for collecting the primary data. The primary data is collected by
using questionnaire and direct personal interview. (See Appendix)
Secondary Data
Secondary means the data that are already that has been collected by someone and which
have already been passed through the statistical processes. In this project work
the researcher has taken textbook, journals, magazines, websites as the sources of
secondary data.
Data Collection Tool
The tool used for data collection is through questionnaire using Likert scale, which is
termed as summated instrument scale. It consists of number of statements which express
whether a positive or negative attitude towards the object of interest. The respondent is
asked to agree or disagree with each statement. Each response is given a numerical score
to reflect its degree of attitude, and the score are totalled to measure the respondent’s
attitude. Here in this project researcher used 5point scale for questionnaire for data
collection.
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67
3.6 STATISTICAL TOOL
Statistical tool means the tool or technique that using for entering data and analysing that
data.
Here two statistical tool are used, first one is MS Excel for entering data and second one is
SPSS that is for analysing the data. Through this tool researcher can do easily study on
data collected by him and make the interpretation. The statistical tool used for the
interpretation are
1. percentage analysis
2. chi square
3.7 SOFTWARE USED FOR ANALYSIS
This project research used the MS Excel and SPSS softwareinorder to analyse the data and
find out conclusions.
67
3.6 STATISTICAL TOOL
Statistical tool means the tool or technique that using for entering data and analysing that
data.
Here two statistical tool are used, first one is MS Excel for entering data and second one is
SPSS that is for analysing the data. Through this tool researcher can do easily study on
data collected by him and make the interpretation. The statistical tool used for the
interpretation are
1. percentage analysis
2. chi square
3.7 SOFTWARE USED FOR ANALYSIS
This project research used the MS Excel and SPSS softwareinorder to analyse the data and
find out conclusions.
CHAPTER 4
DATA ANALYSIS
DATA ANALYSIS
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68
4.1 INTRODUCTION
KSE Limited is committed to produce and sell good quality products at affordable rates.
The present study is an attempt to understand the brand awareness.
The data required for the study where collected from a sample survey of 100
respondents randomly selected from Thrissur district, Kerala. The collected data were
analysed using appropriate statistical tools. Percentage analysis and SPSS is used to
interpret the collected data from the respondents to find the finding of the survey. i.e “
“A STUDY ON BRAND AWARENESS OF VESTA ICE CREAM OF KSE LTD. WITH
SPECIAL REFERENCE TO THRISSUR DISTRICT, KERALA ”
In the present study, data were analyzed by percentage analysis and graphical
representation. Data collected were tabulated and converted in to percentage. Then the
percentage shown graphically with the help of Ms Excel. Finally inference should be
drawn on the basis of tabulated data and charts.
68
4.1 INTRODUCTION
KSE Limited is committed to produce and sell good quality products at affordable rates.
The present study is an attempt to understand the brand awareness.
The data required for the study where collected from a sample survey of 100
respondents randomly selected from Thrissur district, Kerala. The collected data were
analysed using appropriate statistical tools. Percentage analysis and SPSS is used to
interpret the collected data from the respondents to find the finding of the survey. i.e “
“A STUDY ON BRAND AWARENESS OF VESTA ICE CREAM OF KSE LTD. WITH
SPECIAL REFERENCE TO THRISSUR DISTRICT, KERALA ”
In the present study, data were analyzed by percentage analysis and graphical
representation. Data collected were tabulated and converted in to percentage. Then the
percentage shown graphically with the help of Ms Excel. Finally inference should be
drawn on the basis of tabulated data and charts.
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
69
4.2 TABLES AND THEIR INTERPRETATIONS
Gender of respondents
TABLE 4.1.1 Showing Gender of respondents
Gender Number of respondents Percentage
Male 53 53
Female 47 47
Total 100 100
CHART 4.2.1 Gender of respondents
INTERPRETATION
From the above graph and chart it was found that 53% of the respondents are male and
rest 47% are females.
Male
53%
Female
47%
Gender of respondents
Male
Female
69
4.2 TABLES AND THEIR INTERPRETATIONS
Gender of respondents
TABLE 4.1.1 Showing Gender of respondents
Gender Number of respondents Percentage
Male 53 53
Female 47 47
Total 100 100
CHART 4.2.1 Gender of respondents
INTERPRETATION
From the above graph and chart it was found that 53% of the respondents are male and
rest 47% are females.
Male
53%
Female
47%
Gender of respondents
Male
Female
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70
Age of respondents
TABLE 4.1.2 Showing age of respondents
Age Number of respondents Percentage
Less than 18 21 21
18-25 21 21
25-35 16 16
35-45 23 23
Greater than 45 19 19
Total 100 100
CHART 4.2.2 Showing age of respondents
INTERPRETATION
From the above graph and chart it was found that 23% respondents are of the age group
between 35-45 age, 21% respondents are between 18-25 age and less than 18 year. 19% of
the respondents are greater than 45 age and 16% are between 25-35 age.
21 21
16
23
19
0
5
10
15
20
25
Less than 18 18-25 25-35 35-45 Greater than
45
Age of respondents
Number of respondents in
percentage
70
Age of respondents
TABLE 4.1.2 Showing age of respondents
Age Number of respondents Percentage
Less than 18 21 21
18-25 21 21
25-35 16 16
35-45 23 23
Greater than 45 19 19
Total 100 100
CHART 4.2.2 Showing age of respondents
INTERPRETATION
From the above graph and chart it was found that 23% respondents are of the age group
between 35-45 age, 21% respondents are between 18-25 age and less than 18 year. 19% of
the respondents are greater than 45 age and 16% are between 25-35 age.
21 21
16
23
19
0
5
10
15
20
25
Less than 18 18-25 25-35 35-45 Greater than
45
Age of respondents
Number of respondents in
percentage
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Income of respondents
TABLE 4.1.3 Showing income of respondents
Income Number of respondents Percentage
0-15000 33 33
15000-30000 48 48
30000-45000 10 10
More than 45000 9 9
Total 100 100
CHART 4.2.3 Income of respondents
INTERPRETATION
From the table and graph it is clear that 48% of respondents earns between 15000-30000,
33% of them between 0-15000, 10% between 30000-45000 and 9 % earns more than
45000.
33
48
10 9
0
10
20
30
40
50
60
0-15000 15000-30000 30000-45000 More than
45000
Income of respondents
Number of respondents in
percentage
71
Income of respondents
TABLE 4.1.3 Showing income of respondents
Income Number of respondents Percentage
0-15000 33 33
15000-30000 48 48
30000-45000 10 10
More than 45000 9 9
Total 100 100
CHART 4.2.3 Income of respondents
INTERPRETATION
From the table and graph it is clear that 48% of respondents earns between 15000-30000,
33% of them between 0-15000, 10% between 30000-45000 and 9 % earns more than
45000.
33
48
10 9
0
10
20
30
40
50
60
0-15000 15000-30000 30000-45000 More than
45000
Income of respondents
Number of respondents in
percentage
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How often you consume Ice Cream
TABLE 4.1.4 Showing how often consumer consume icecream
Options Number of respondents Percentage
Daily 6 6
Weekly 21 21
Monthly 40 40
On special occasion 33 33
Never 0 0
Total 100 100
CHART 4.2.4 Showing how often consumer consume icecream
INTERPRETATION
From the above graph and chart it was found that 40% respondents consume icecream
on monthly basis, 33% on special occasions, 21% on weekly basis and 6 % on daily basis.
6
21
40
33
0
0
5
10
15
20
25
30
35
40
45
Daily Weekly Monthly On special
occasion
Never
Consumption Habbit Of Respondents
Number of respondents in
percentage
72
How often you consume Ice Cream
TABLE 4.1.4 Showing how often consumer consume icecream
Options Number of respondents Percentage
Daily 6 6
Weekly 21 21
Monthly 40 40
On special occasion 33 33
Never 0 0
Total 100 100
CHART 4.2.4 Showing how often consumer consume icecream
INTERPRETATION
From the above graph and chart it was found that 40% respondents consume icecream
on monthly basis, 33% on special occasions, 21% on weekly basis and 6 % on daily basis.
6
21
40
33
0
0
5
10
15
20
25
30
35
40
45
Daily Weekly Monthly On special
occasion
Never
Consumption Habbit Of Respondents
Number of respondents in
percentage
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If you think about Ice Creams what comes to your mind first
TABLE 4.1.5 Showing what comes to consumers mind when thinks about Icecream
Options Number of respondents Percentage
Brand 28 28
Flavour 34 34
Price 22 22
Others 16 16
Total 100 100
CHART 4.2.5 Showing what comes to consumers mind when thinks about Icecream
INTERPRETATION
From the above graph and chart it was found that 34% respondents choose flavour, 28%
respondents choose brand, 22% of them choose price and 16% of them choose other
option.
28
34
22
16
0
5
10
15
20
25
30
35
40
Brand Flavour Price Others
Consumers mind on buying icecream
Number of respondents in
percentage
73
If you think about Ice Creams what comes to your mind first
TABLE 4.1.5 Showing what comes to consumers mind when thinks about Icecream
Options Number of respondents Percentage
Brand 28 28
Flavour 34 34
Price 22 22
Others 16 16
Total 100 100
CHART 4.2.5 Showing what comes to consumers mind when thinks about Icecream
INTERPRETATION
From the above graph and chart it was found that 34% respondents choose flavour, 28%
respondents choose brand, 22% of them choose price and 16% of them choose other
option.
28
34
22
16
0
5
10
15
20
25
30
35
40
Brand Flavour Price Others
Consumers mind on buying icecream
Number of respondents in
percentage
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Which icecream brands you are aware of
TABLE 4.1.6 Showing respondents awareness about icecream brands
Options Number of respondents Percentage
Lazza 100 100
Vesta 100 100
Amul 100 100
Kwality Walls 92 92
Pappai 88 88
Merriboy 100 100
CHART 4.2.6 Showing respondents awareness about icecream brands
INTERPRETATION
From the above graph and chart it was found that 100% of the respondents are aware
about the brand Vesta icecream.
82
84
86
88
90
92
94
96
98
100
102
Lazza Vesta Amul Kwality
Walls
Pappai Merriboy
Awareness of icecream brands
Number of respondents in
percentage
74
Which icecream brands you are aware of
TABLE 4.1.6 Showing respondents awareness about icecream brands
Options Number of respondents Percentage
Lazza 100 100
Vesta 100 100
Amul 100 100
Kwality Walls 92 92
Pappai 88 88
Merriboy 100 100
CHART 4.2.6 Showing respondents awareness about icecream brands
INTERPRETATION
From the above graph and chart it was found that 100% of the respondents are aware
about the brand Vesta icecream.
82
84
86
88
90
92
94
96
98
100
102
Lazza Vesta Amul Kwality
Walls
Pappai Merriboy
Awareness of icecream brands
Number of respondents in
percentage
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When it comes to Ice Cream I am loyal to only one brand.
TABLE 4.1.7 Showing consumers loyalty to one brand.
Options Number of respondents Total
Strongly Agree 6 6
Agree 8 8
Neither agree nor disagree 22 22
Disagree 42 42
Strongly disagree 22 22
Total 100 100
CHART 4.2.7 Showing consumers loyalty to one brand.
INTERPRETATION
From the above graph and chart it was found that 42% respondents disagrees that they are
loyal to one brand, 22% of the respondents strongly disagrees, 22% neither agree nor
disagree , 8% agrees and 6% strongly agrees to it.
6
8
22
42
22
0
5
10
15
20
25
30
35
40
45
Strongly
Agree
Agree Neither
agree nor
disagree
Disagree Strongly
disagree
Loyalty
Number of respondents in
percentage
75
When it comes to Ice Cream I am loyal to only one brand.
TABLE 4.1.7 Showing consumers loyalty to one brand.
Options Number of respondents Total
Strongly Agree 6 6
Agree 8 8
Neither agree nor disagree 22 22
Disagree 42 42
Strongly disagree 22 22
Total 100 100
CHART 4.2.7 Showing consumers loyalty to one brand.
INTERPRETATION
From the above graph and chart it was found that 42% respondents disagrees that they are
loyal to one brand, 22% of the respondents strongly disagrees, 22% neither agree nor
disagree , 8% agrees and 6% strongly agrees to it.
6
8
22
42
22
0
5
10
15
20
25
30
35
40
45
Strongly
Agree
Agree Neither
agree nor
disagree
Disagree Strongly
disagree
Loyalty
Number of respondents in
percentage
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From which source you came across brand name Vesta.
TABLE 4.1.8 Showing how consumer came across brand name Vesta
Options Number of respondents Percentage
Media 15 15
Newspaper 20 20
Internet 6 6
Friends 24 24
Sponsorship 35 35
Total 100 100
CHART 4.2.8 Showing how consumer came across brand name Vesta
INTERPRETATION
From the above graph and chart it was found that 35% respondents came across the name
Vesta through sponsorship, 24% through friends, 20% through newspaper, 15% through
media and 6% through internet
15
20
6
24
35
0
5
10
15
20
25
30
35
40
Media Newspaper Internet Friends Sponsorship
Source of information
Number of respondents in
percentage
76
From which source you came across brand name Vesta.
TABLE 4.1.8 Showing how consumer came across brand name Vesta
Options Number of respondents Percentage
Media 15 15
Newspaper 20 20
Internet 6 6
Friends 24 24
Sponsorship 35 35
Total 100 100
CHART 4.2.8 Showing how consumer came across brand name Vesta
INTERPRETATION
From the above graph and chart it was found that 35% respondents came across the name
Vesta through sponsorship, 24% through friends, 20% through newspaper, 15% through
media and 6% through internet
15
20
6
24
35
0
5
10
15
20
25
30
35
40
Media Newspaper Internet Friends Sponsorship
Source of information
Number of respondents in
percentage
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Usually from where do you buy Ice Creams from?
TABLE 4.1.9 Showing where do consumers buy Ice Creams from
Options Number of respondents Percentage
Mobile Cart 37 37
Super mart 21 21
Convinience shop 42 42
Online 0 0
Total 100 100
CHART 4.2.9 Showing where do consumers buy Ice Creams from
INTERPRETATION
From the above graph and chart it was found that 42% respondents buy icecreams from
convienece shop, 37% from mobile cart and 21% from supermart.
37
21
42
0
0
5
10
15
20
25
30
35
40
45
Mobile Cart Super mart Convinience
shop
Online
Buying icecream
Number of respondents in
percentage
77
Usually from where do you buy Ice Creams from?
TABLE 4.1.9 Showing where do consumers buy Ice Creams from
Options Number of respondents Percentage
Mobile Cart 37 37
Super mart 21 21
Convinience shop 42 42
Online 0 0
Total 100 100
CHART 4.2.9 Showing where do consumers buy Ice Creams from
INTERPRETATION
From the above graph and chart it was found that 42% respondents buy icecreams from
convienece shop, 37% from mobile cart and 21% from supermart.
37
21
42
0
0
5
10
15
20
25
30
35
40
45
Mobile Cart Super mart Convinience
shop
Online
Buying icecream
Number of respondents in
percentage
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Iam aware of a variety of Ice Cream products sold by Vesta: How do you agree with
this statement?
Table 4.1.10 Showing consumers awareness about variety of icecream products sold by
Vesta
Options Number of respondents Total
Strongly Agree 25 25
Agree 21 21
Neither agree nor disagree 21 21
Disagree 19 19
Strongly disagree 14 14
Total 100 100
Chart 4.2.10 Showing consumers awareness about variety of icecream products sold by
Vesta
INTERPRETATION
From the above graph and chart it was found that 25% respondents strongly agrees that
they are aware of variety products of Vesta, 21% agrees with it, 21% neither agrees nor
disagrees , 19% respondents disagrees and 14% strongly disagrees with it.
25
21 21
19
14
0
5
10
15
20
25
30
Strongly
Agree
Agree Neither
agree nor
disagree
Disagree Strongly
disagree
Consumer awareness on variety of Vesta
products
Number of respondents in
percentage
78
Iam aware of a variety of Ice Cream products sold by Vesta: How do you agree with
this statement?
Table 4.1.10 Showing consumers awareness about variety of icecream products sold by
Vesta
Options Number of respondents Total
Strongly Agree 25 25
Agree 21 21
Neither agree nor disagree 21 21
Disagree 19 19
Strongly disagree 14 14
Total 100 100
Chart 4.2.10 Showing consumers awareness about variety of icecream products sold by
Vesta
INTERPRETATION
From the above graph and chart it was found that 25% respondents strongly agrees that
they are aware of variety products of Vesta, 21% agrees with it, 21% neither agrees nor
disagrees , 19% respondents disagrees and 14% strongly disagrees with it.
25
21 21
19
14
0
5
10
15
20
25
30
Strongly
Agree
Agree Neither
agree nor
disagree
Disagree Strongly
disagree
Consumer awareness on variety of Vesta
products
Number of respondents in
percentage
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I am able to recall the advertisements of Vesta Ice Creams: How do you agree with
this statement?
TABLE 4.1.11 Showing consumers recalling level of advertisement of Vesta icecream
Options Number of respondents Total
Strongly Agree 19 19
Agree 25 25
Neither agree nor disagree 21 21
Disagree 17 17
Strongly disagree 18 18
Total 100 100
CHART 4.2.11 Showing recalling level of advertisement of Vesta icecream
INTERPRETATION
From the above graph and chart it was found that 25% respondents agrees that they could
recall the advertisement of Vesta icecream, 21% neither agrees nor disagrees, 19%
strongly agrees , 18% respondents strongly disagrees with it and 17% disagrees with it.
19
25
21
17
18
0
5
10
15
20
25
30
Strongly
Agree
Agree Neither
agree nor
disagree
Disagree Strongly
disagree
Recalling level of advertisement
Number of respondents
79
I am able to recall the advertisements of Vesta Ice Creams: How do you agree with
this statement?
TABLE 4.1.11 Showing consumers recalling level of advertisement of Vesta icecream
Options Number of respondents Total
Strongly Agree 19 19
Agree 25 25
Neither agree nor disagree 21 21
Disagree 17 17
Strongly disagree 18 18
Total 100 100
CHART 4.2.11 Showing recalling level of advertisement of Vesta icecream
INTERPRETATION
From the above graph and chart it was found that 25% respondents agrees that they could
recall the advertisement of Vesta icecream, 21% neither agrees nor disagrees, 19%
strongly agrees , 18% respondents strongly disagrees with it and 17% disagrees with it.
19
25
21
17
18
0
5
10
15
20
25
30
Strongly
Agree
Agree Neither
agree nor
disagree
Disagree Strongly
disagree
Recalling level of advertisement
Number of respondents
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
80
How will you rate the taste of Vesta Ice Cream?
TABLE 4.1.12 Showing response rate of taste ofVesta icecream
Options Number of respondents Total
Poor 5 5
Fair 10 9
Good 12 12
Very good 39 39
Excellent 34 34
Total 100 100
CHART 4.2.12 Showing response rate of taste of Vesta icecream
INTERPRETATION
From the above graph and chart it was found that 39% of respondents rate it as very good,
34% as excellent, 12% as good, 10% as fair and 5% as poor.
5
10
12
39
34
0
5
10
15
20
25
30
35
40
45
Poor Fair Good Very good Excellent
Respondents rating
Number of respondents
80
How will you rate the taste of Vesta Ice Cream?
TABLE 4.1.12 Showing response rate of taste ofVesta icecream
Options Number of respondents Total
Poor 5 5
Fair 10 9
Good 12 12
Very good 39 39
Excellent 34 34
Total 100 100
CHART 4.2.12 Showing response rate of taste of Vesta icecream
INTERPRETATION
From the above graph and chart it was found that 39% of respondents rate it as very good,
34% as excellent, 12% as good, 10% as fair and 5% as poor.
5
10
12
39
34
0
5
10
15
20
25
30
35
40
45
Poor Fair Good Very good Excellent
Respondents rating
Number of respondents
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
81
I am able to recall the logo of Vesta Ice Cream:
TABLE 4.1.13 Showing response on recalling logo of Vesta icecream
Options Number of respondents Total
Strongly Agree 26 26
Agree 32 32
Neither agree nor disagree 17 17
Disagree 17 17
Strongly disagree 8 8
Total 100 100
CHART 4.2.13: Showing response on recalling logo of Vesta icecream
INTERPRETATION
From the above graph and chart it was found that 32% respondents agrees that they could
recall the logo of Vesta icecream, 26% strongly agrees , 17% neither agrees nor disagrees,
17% respondents disagrees and 8% strongly disagrees with it.
26
32
17 17
8
0
5
10
15
20
25
30
35
Strongly
Agree
Agree Neither agree
nor disagree
Disagree Strongly
disagree
Ability to recall logo
Number of respondents in
percentage
81
I am able to recall the logo of Vesta Ice Cream:
TABLE 4.1.13 Showing response on recalling logo of Vesta icecream
Options Number of respondents Total
Strongly Agree 26 26
Agree 32 32
Neither agree nor disagree 17 17
Disagree 17 17
Strongly disagree 8 8
Total 100 100
CHART 4.2.13: Showing response on recalling logo of Vesta icecream
INTERPRETATION
From the above graph and chart it was found that 32% respondents agrees that they could
recall the logo of Vesta icecream, 26% strongly agrees , 17% neither agrees nor disagrees,
17% respondents disagrees and 8% strongly disagrees with it.
26
32
17 17
8
0
5
10
15
20
25
30
35
Strongly
Agree
Agree Neither agree
nor disagree
Disagree Strongly
disagree
Ability to recall logo
Number of respondents in
percentage
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
82
I buy Ice Cream by considering brand names: How do you agree with this
statement?
TABLE 4.1.14 Showing respondents buying icecream considering brand name
Options Number of respondents Total
Strongly Agree 16 16
Agree 18 18
Neither agree nor disagree 22 22
Disagree 32 32
Strongly disagree 12 12
Total 100 100
CHART 4.2.14 Showing respondents buying icecream considering brand name
INTERPRETATION
From the above table and graph it was found that 32% respondents disagrees that they
consider brand names while purchasing icecream, 22% neither agrees nor disagrees, 18%
agrees, 16% of respondents strongly agrees and 12% of them strongly disagrees with it.
16
18
22
32
12
0
5
10
15
20
25
30
35
Strongly
Agree
Agree Neither
agree nor
disagree
Disagree Strongly
disagree
Consider brand name
Number of respondents in
percentage
82
I buy Ice Cream by considering brand names: How do you agree with this
statement?
TABLE 4.1.14 Showing respondents buying icecream considering brand name
Options Number of respondents Total
Strongly Agree 16 16
Agree 18 18
Neither agree nor disagree 22 22
Disagree 32 32
Strongly disagree 12 12
Total 100 100
CHART 4.2.14 Showing respondents buying icecream considering brand name
INTERPRETATION
From the above table and graph it was found that 32% respondents disagrees that they
consider brand names while purchasing icecream, 22% neither agrees nor disagrees, 18%
agrees, 16% of respondents strongly agrees and 12% of them strongly disagrees with it.
16
18
22
32
12
0
5
10
15
20
25
30
35
Strongly
Agree
Agree Neither
agree nor
disagree
Disagree Strongly
disagree
Consider brand name
Number of respondents in
percentage
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
83
Tag line of Vesta Ice Cream is:
TABLE 4.1.15 Showing response on tagline of Vesta icecream
Options Number of respondents Percentage
Real milk, real Ice Cream 29 29
Taste of fresh milk cream 26 26
All good things in life 10 10
Scooping Happiness to Life 19 19
Reimagining icecream, naturally 16 16
Total 100 100
CHART 4.2.15 Showing response on tagline of Vesta icecream
INTERPRETATION
From the above graph and chart it was found that only 26% of respondents are able to
identify tagline of Vesta icecream Taste of fresh milk cream.
29
26
10
19
16
0
5
10
15
20
25
30
35
Real milk, real Ice
Cream
Taste of fresh milk
cream
All good things in
life
Scooping Happiness
to Life
Reimagining
icecream, naturally
Tagline of Vesta icecream
Number of respondents in
percentage
83
Tag line of Vesta Ice Cream is:
TABLE 4.1.15 Showing response on tagline of Vesta icecream
Options Number of respondents Percentage
Real milk, real Ice Cream 29 29
Taste of fresh milk cream 26 26
All good things in life 10 10
Scooping Happiness to Life 19 19
Reimagining icecream, naturally 16 16
Total 100 100
CHART 4.2.15 Showing response on tagline of Vesta icecream
INTERPRETATION
From the above graph and chart it was found that only 26% of respondents are able to
identify tagline of Vesta icecream Taste of fresh milk cream.
29
26
10
19
16
0
5
10
15
20
25
30
35
Real milk, real Ice
Cream
Taste of fresh milk
cream
All good things in
life
Scooping Happiness
to Life
Reimagining
icecream, naturally
Tagline of Vesta icecream
Number of respondents in
percentage
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
84
I will go for different flavours if varieties are available in the market:
TABLE 4.1.16 Showing response towards different flavours if available in market
Options Number of respondents Percentage
Strongly Agree 35 35
Agree 32 32
Neither agree nor disagree 14 14
Disagree 13 13
Strongly disagree 6 6
Total 100 100
CHART 4.2.16 Showing response towards different flavours if available in market
INTERPRETATION
From the above graph and chart it was found that 35% respondents strongly agrees that
they will go for different flavours if available in market, 32% of them agrees , 14%
neither agrees nor disagrees, 13% respondents disagrees and 6% strongly disagrees with
it.
35
32
14
13
6
0
5
10
15
20
25
30
35
40
Strongly
Agree
Agree Neither
agree nor
disagree
Disagree Strongly
disagree
Response towards variety of flavours if
available in market
Number of respondents in
percentage
84
I will go for different flavours if varieties are available in the market:
TABLE 4.1.16 Showing response towards different flavours if available in market
Options Number of respondents Percentage
Strongly Agree 35 35
Agree 32 32
Neither agree nor disagree 14 14
Disagree 13 13
Strongly disagree 6 6
Total 100 100
CHART 4.2.16 Showing response towards different flavours if available in market
INTERPRETATION
From the above graph and chart it was found that 35% respondents strongly agrees that
they will go for different flavours if available in market, 32% of them agrees , 14%
neither agrees nor disagrees, 13% respondents disagrees and 6% strongly disagrees with
it.
35
32
14
13
6
0
5
10
15
20
25
30
35
40
Strongly
Agree
Agree Neither
agree nor
disagree
Disagree Strongly
disagree
Response towards variety of flavours if
available in market
Number of respondents in
percentage
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
85
I am satisfied with the prize and quality of Vesta Ice Cream:
TABLE 4.1.17 Showing respondents satisfaction on prize and quality
Options Number of respondents Percentage
Strongly Agree 22 22
Agree 23 23
Neither agrees nor disagree 45 45
Disagree 7 7
Strongly disagree 3 3
Total 100 100
CHART 4.2.17 Showing respondents satisfaction on prize and quality
INTERPRETATION
From the above graph and chart it was found that only 45% respondents neither agree nor
disagree with the prize and quality of Vesta icecream, 23% respondents agrees, 22%
strongly agrees, 7% disagrees and 3% strongly disagrees with it.
22 23
45
7
3
0
5
10
15
20
25
30
35
40
45
50
Strongly
Agree
Agree Neither
agree nor
disagree
Disagree Strongly
disagree
Satisfaction on prize and quality
Number of respondents in
percentage
85
I am satisfied with the prize and quality of Vesta Ice Cream:
TABLE 4.1.17 Showing respondents satisfaction on prize and quality
Options Number of respondents Percentage
Strongly Agree 22 22
Agree 23 23
Neither agrees nor disagree 45 45
Disagree 7 7
Strongly disagree 3 3
Total 100 100
CHART 4.2.17 Showing respondents satisfaction on prize and quality
INTERPRETATION
From the above graph and chart it was found that only 45% respondents neither agree nor
disagree with the prize and quality of Vesta icecream, 23% respondents agrees, 22%
strongly agrees, 7% disagrees and 3% strongly disagrees with it.
22 23
45
7
3
0
5
10
15
20
25
30
35
40
45
50
Strongly
Agree
Agree Neither
agree nor
disagree
Disagree Strongly
disagree
Satisfaction on prize and quality
Number of respondents in
percentage
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
86
I am satisfied with the packaging of Vesta Ice cream:
TABLE 4.1.18 Showing respondents satisfaction on packaging
Options Number of respondents Percentage
Strongly Agree 29 29
Agree 41 41
Neither agree nor disagree 16 16
Disagree 8 8
Strongly disagree 6 6
Total 100 100
CHART 4.2.18 Showing respondents satisfaction on packaging
INTERPRETATION
From the above graph and chart it was found that 41% respondents agrees that they are
satisfied with the packaging of Vesta icecream, 29% respondents strongly agrees, 16%
neither agrees nor disagrees, 8% disagrees and 6% strongly disagrees with it.
29
41
16
8
6
0
5
10
15
20
25
30
35
40
45
Strongly
Agree
Agree Neither
agree nor
disagree
Disagree Strongly
disagree
Satisfaction on packaging
Number of respondents in
percentage
86
I am satisfied with the packaging of Vesta Ice cream:
TABLE 4.1.18 Showing respondents satisfaction on packaging
Options Number of respondents Percentage
Strongly Agree 29 29
Agree 41 41
Neither agree nor disagree 16 16
Disagree 8 8
Strongly disagree 6 6
Total 100 100
CHART 4.2.18 Showing respondents satisfaction on packaging
INTERPRETATION
From the above graph and chart it was found that 41% respondents agrees that they are
satisfied with the packaging of Vesta icecream, 29% respondents strongly agrees, 16%
neither agrees nor disagrees, 8% disagrees and 6% strongly disagrees with it.
29
41
16
8
6
0
5
10
15
20
25
30
35
40
45
Strongly
Agree
Agree Neither
agree nor
disagree
Disagree Strongly
disagree
Satisfaction on packaging
Number of respondents in
percentage
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
87
Iam satisfied with the current promotion level of Vesta Ice Cream:
TABLE 4.1.19 Showing response on promotion level of Vesta icecream
Options Number of respondents Percentage
Strongly Agree 18 18
Agree 16 16
Neither agree nor disagree 15 15
Disagree 29 29
Strongly disagree 22 22
Total 100 100
CHART 4.2.19 : Showing response on promotion level of Vesta icecream
INTERPRETATION
From the above graph and chart it was found that 29% respondents disagreed with the
promotion level of Vesta icecream, 22% of them strongly disagrees, 18% strongly agrees,
16% of them agrees and 15% of the respondents neither agrees nor disagrees with it.
18
16
15
29
22
0
5
10
15
20
25
30
35
Strongly
Agree
Agree Neither
agree nor
disagree
Disagree Strongly
disagree
Promotion level
Number of respondents in
percentage
87
Iam satisfied with the current promotion level of Vesta Ice Cream:
TABLE 4.1.19 Showing response on promotion level of Vesta icecream
Options Number of respondents Percentage
Strongly Agree 18 18
Agree 16 16
Neither agree nor disagree 15 15
Disagree 29 29
Strongly disagree 22 22
Total 100 100
CHART 4.2.19 : Showing response on promotion level of Vesta icecream
INTERPRETATION
From the above graph and chart it was found that 29% respondents disagreed with the
promotion level of Vesta icecream, 22% of them strongly disagrees, 18% strongly agrees,
16% of them agrees and 15% of the respondents neither agrees nor disagrees with it.
18
16
15
29
22
0
5
10
15
20
25
30
35
Strongly
Agree
Agree Neither
agree nor
disagree
Disagree Strongly
disagree
Promotion level
Number of respondents in
percentage
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
88
“Advertisement affects my consumption of Ice Cream”: How do you agree with
this statement?
TABLE 4.1.20 Effect of advertisement on consumption
Options Number of respondents Percentage
Strongly Agree 28 28
Agree 17 17
Neither agree nor disagree 45 45
Disagree 8 8
Strongly disagree 2 2
Total 100 100
CHART 4.2.20 Effect of advertisement on consumption
INTERPRETATION
From the above graph and chart it was found that 45% respondents neither agrees nor
disagrees that advertisement effects their consumption. While 28% respondents strongly
agrees, 17% agrees, 8% disagrees and 2% strongly disagrees with it.
28
17
45
8
2
0
5
10
15
20
25
30
35
40
45
50
Strongly
Agree
Agree Neither
agree nor
disagree
Disagree Strongly
disagree
Effect of advertisement
Number of respondents in
percentage
88
“Advertisement affects my consumption of Ice Cream”: How do you agree with
this statement?
TABLE 4.1.20 Effect of advertisement on consumption
Options Number of respondents Percentage
Strongly Agree 28 28
Agree 17 17
Neither agree nor disagree 45 45
Disagree 8 8
Strongly disagree 2 2
Total 100 100
CHART 4.2.20 Effect of advertisement on consumption
INTERPRETATION
From the above graph and chart it was found that 45% respondents neither agrees nor
disagrees that advertisement effects their consumption. While 28% respondents strongly
agrees, 17% agrees, 8% disagrees and 2% strongly disagrees with it.
28
17
45
8
2
0
5
10
15
20
25
30
35
40
45
50
Strongly
Agree
Agree Neither
agree nor
disagree
Disagree Strongly
disagree
Effect of advertisement
Number of respondents in
percentage
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
89
I will recommend Vesta Ice Cream to my friends and relatives in special occasions:
How do you agree with this statement?
TABLE 4.1.21 Showing respondents recommendation
Options Number of respondents Percentage
Strongly Agree 32 32
Agree 33 33
Neither agree nor disagree 16 16
Disagree 12 12
Strongly disagree 7 7
Total 100 100
CHART 4.2..21 Showing respondents recommendation
INTERPRETATION
From the above graph and chart it was found that 33% respondents agrees that they will
recommend Vesta icecream in special occasion, 32% strongly agrees, 16% neither agrees
nor disagrees, 12% respondents disagrees and 7% strongly disagrees with it
32
33
16
12
7
0
5
10
15
20
25
30
35
Strongly
Agree
Agree Neither
agree nor
disagree
Disagree Strongly
disagree
Respondents recommendation
Number of respondents in
percentage
89
I will recommend Vesta Ice Cream to my friends and relatives in special occasions:
How do you agree with this statement?
TABLE 4.1.21 Showing respondents recommendation
Options Number of respondents Percentage
Strongly Agree 32 32
Agree 33 33
Neither agree nor disagree 16 16
Disagree 12 12
Strongly disagree 7 7
Total 100 100
CHART 4.2..21 Showing respondents recommendation
INTERPRETATION
From the above graph and chart it was found that 33% respondents agrees that they will
recommend Vesta icecream in special occasion, 32% strongly agrees, 16% neither agrees
nor disagrees, 12% respondents disagrees and 7% strongly disagrees with it
32
33
16
12
7
0
5
10
15
20
25
30
35
Strongly
Agree
Agree Neither
agree nor
disagree
Disagree Strongly
disagree
Respondents recommendation
Number of respondents in
percentage
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
90
Hypothesis I
H0: There is no significant relationship between gender and customers awareness about
various products sold by Vesta Icecream.
H1: There is a significant relationship between gender and customers awareness about
various products sold by Vesta Icecram.
Crosstabs
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
Gender * Awareness about
variety of vesta products
100 100.0% 0 0.0% 100 100.0%
Gender * Awareness about variety of vesta products Crosstabulation
Count
Awareness about variety of vesta products Total
Agree Neither agree nor
disagree
Disagree
Gender
Male 25 13 15 53
Female 21 8 18 47
Total 46 21 33 100
90
Hypothesis I
H0: There is no significant relationship between gender and customers awareness about
various products sold by Vesta Icecream.
H1: There is a significant relationship between gender and customers awareness about
various products sold by Vesta Icecram.
Crosstabs
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
Gender * Awareness about
variety of vesta products
100 100.0% 0 0.0% 100 100.0%
Gender * Awareness about variety of vesta products Crosstabulation
Count
Awareness about variety of vesta products Total
Agree Neither agree nor
disagree
Disagree
Gender
Male 25 13 15 53
Female 21 8 18 47
Total 46 21 33 100
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
91
Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 1.456
a
2 .483
Likelihood Ratio 1.463 2 .481
Linear-by-Linear Association .497 1 .481
N of Valid Cases 100
a. 0 cells (0.0%) have expected count less than 5. The minimum expected count
is 9.87.
INTERPRETATION
From the above table of chisquare test it is found that there is no significant relation ship
between gender and awareness about variety of icecream products sold by Vesta. Since
the value is greater than the significant level we accepts null hypothesis. Thus we
conclude there is no relationship between gender and awareness about variety of icecream
products sold by Vesta.
91
Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 1.456
a
2 .483
Likelihood Ratio 1.463 2 .481
Linear-by-Linear Association .497 1 .481
N of Valid Cases 100
a. 0 cells (0.0%) have expected count less than 5. The minimum expected count
is 9.87.
INTERPRETATION
From the above table of chisquare test it is found that there is no significant relation ship
between gender and awareness about variety of icecream products sold by Vesta. Since
the value is greater than the significant level we accepts null hypothesis. Thus we
conclude there is no relationship between gender and awareness about variety of icecream
products sold by Vesta.
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
92
Hypothesis II
H0: There is no significant relationship between age and effect of advertisement on
consumption of Icecream.
H1: There is a significant relationship between age and effect of advertisement on
consumption of Icecream
Crosstabs
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
Age * Advertisement affects
consumption
100 100.0% 0 0.0% 100 100.0%
Age * Advertisement affects consumption Crosstabulation
Count
Advertisement affects consumption Total
Agree Neither agree nor
dis agree
Disagree
Age
Less than 18 9 11 1 21
18-25 10 8 3 21
25-35 8 7 1 16
35-45 9 11 3 23
Greater than 45 9 8 2 19
Total 45 45 10 100
92
Hypothesis II
H0: There is no significant relationship between age and effect of advertisement on
consumption of Icecream.
H1: There is a significant relationship between age and effect of advertisement on
consumption of Icecream
Crosstabs
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
Age * Advertisement affects
consumption
100 100.0% 0 0.0% 100 100.0%
Age * Advertisement affects consumption Crosstabulation
Count
Advertisement affects consumption Total
Agree Neither agree nor
dis agree
Disagree
Age
Less than 18 9 11 1 21
18-25 10 8 3 21
25-35 8 7 1 16
35-45 9 11 3 23
Greater than 45 9 8 2 19
Total 45 45 10 100
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
93
Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 2.306
a
8 .970
Likelihood Ratio 2.420 8 .965
Linear-by-Linear Association .060 1 .806
N of Valid Cases 100
a. 5 cells (33.3%) have expected count less than 5. The minimum expected count
is 1.60.
INTERPRETATION
From the above table of chisquare test it is found that there is no significant relation ship
between age and effect of advertisement on consumption. Since the value is greater than
the significant level we accepts null hypothesis. Thus we conclude there is no relationship
between age and affect of advertisement on consumption.
93
Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 2.306
a
8 .970
Likelihood Ratio 2.420 8 .965
Linear-by-Linear Association .060 1 .806
N of Valid Cases 100
a. 5 cells (33.3%) have expected count less than 5. The minimum expected count
is 1.60.
INTERPRETATION
From the above table of chisquare test it is found that there is no significant relation ship
between age and effect of advertisement on consumption. Since the value is greater than
the significant level we accepts null hypothesis. Thus we conclude there is no relationship
between age and affect of advertisement on consumption.
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
94
Hypothesis III
H0: There is no significant relationship between income and customers satisfaction on
packaging of Vesta Icecream.
H1: There is a significant relationship between income and customers satisfaction on
packaging of Vesta Icecream.
Crosstabs
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
Income * Satisfaction on
packaging
100 100.0% 0 0.0% 100 100.0%
Income * Satisfaction on packaging Crosstabulation
Count
Satisfaction on packaging Total
Agree Neither agree
nor disagree
Disagree
Income
0-15000 24 5 4 33
15000-30000 33 9 6 48
30000-45000 6 2 2 10
more than 45000 7 0 2 9
Total 70 16 14 100
94
Hypothesis III
H0: There is no significant relationship between income and customers satisfaction on
packaging of Vesta Icecream.
H1: There is a significant relationship between income and customers satisfaction on
packaging of Vesta Icecream.
Crosstabs
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
Income * Satisfaction on
packaging
100 100.0% 0 0.0% 100 100.0%
Income * Satisfaction on packaging Crosstabulation
Count
Satisfaction on packaging Total
Agree Neither agree
nor disagree
Disagree
Income
0-15000 24 5 4 33
15000-30000 33 9 6 48
30000-45000 6 2 2 10
more than 45000 7 0 2 9
Total 70 16 14 100
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
95
Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 2.900
a
6 .821
Likelihood Ratio 4.235 6 .645
Linear-by-Linear Association .245 1 .621
N of Valid Cases 100
a. 5 cells (41.7%) have expected count less than 5. The minimum
expected count is 1.26.
INTERPRETATION
From the above table of chisquare test it is found that there is no relation ship between
income and customer satisfation on packaging. Since the value is greater than the
significant level we accepts null hypothesis. Thus we conclude there is no relationship
income and customer satisfation on packaging.
95
Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 2.900
a
6 .821
Likelihood Ratio 4.235 6 .645
Linear-by-Linear Association .245 1 .621
N of Valid Cases 100
a. 5 cells (41.7%) have expected count less than 5. The minimum
expected count is 1.26.
INTERPRETATION
From the above table of chisquare test it is found that there is no relation ship between
income and customer satisfation on packaging. Since the value is greater than the
significant level we accepts null hypothesis. Thus we conclude there is no relationship
income and customer satisfation on packaging.
CHAPTER-5
DISCUSSIONS
DISCUSSIONS
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
96
5.1 SUMMARY OF THE FINDINGS
• Majority of respondents are are males(53%) and others are females (47%).
• Majority (23%)of the respondents are between ages 35-45.
• Majority(48%) respondents income is between 15000-30000.
• Majority (40%) of the respondents consume icecream on monthly basis.
• Majority (34%) customers gives preference to flavour when thinks about icecream.
• Majority(64%) respondents disagrees that they are loyal to one brand
• Majority (35%) consumers came across brand name Vesta through company
sponsorship.
• Majority (42%) of respondents buy icecreams from convinience shop.
• Majority (46%) respondents agrees that they are aware about variety of products
sold by Vesta icecream.
• Majority (44%) agrees that they could recall the advertisement of Vesta icecream.
• Majority (39%) of respondents rated Vesta icecream as Very good.
• Majority (58%) of respondents agrees that they could recall the logo of Vesta
icecream.
• Majority (44%) of respondents disagrees that they consider brand name while
purchasing.
• 26% of the respondents are able to identify the tagline of Vesta icecream.
• Majority (67%) agrees that they will go for variety of flavours if available in the
market.
• Majority (45%) of the respondents agrees with the satisfaction on prize and quality
of Vesta icecream.
96
5.1 SUMMARY OF THE FINDINGS
• Majority of respondents are are males(53%) and others are females (47%).
• Majority (23%)of the respondents are between ages 35-45.
• Majority(48%) respondents income is between 15000-30000.
• Majority (40%) of the respondents consume icecream on monthly basis.
• Majority (34%) customers gives preference to flavour when thinks about icecream.
• Majority(64%) respondents disagrees that they are loyal to one brand
• Majority (35%) consumers came across brand name Vesta through company
sponsorship.
• Majority (42%) of respondents buy icecreams from convinience shop.
• Majority (46%) respondents agrees that they are aware about variety of products
sold by Vesta icecream.
• Majority (44%) agrees that they could recall the advertisement of Vesta icecream.
• Majority (39%) of respondents rated Vesta icecream as Very good.
• Majority (58%) of respondents agrees that they could recall the logo of Vesta
icecream.
• Majority (44%) of respondents disagrees that they consider brand name while
purchasing.
• 26% of the respondents are able to identify the tagline of Vesta icecream.
• Majority (67%) agrees that they will go for variety of flavours if available in the
market.
• Majority (45%) of the respondents agrees with the satisfaction on prize and quality
of Vesta icecream.
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
97
• Majority (70%) respondents agrees that they are satisfied with the packaging of
Vesta icecream.
• Majority (51%) of respondents disagrees with the promotion level of Vesta
icecream.
• Majority (45%) of respondents agrees that advertisement affects their consumption
of icecream.
• Majority (65%) of respondents agrees that they will recommend Vesta icecream to
others on special occasions
97
• Majority (70%) respondents agrees that they are satisfied with the packaging of
Vesta icecream.
• Majority (51%) of respondents disagrees with the promotion level of Vesta
icecream.
• Majority (45%) of respondents agrees that advertisement affects their consumption
of icecream.
• Majority (65%) of respondents agrees that they will recommend Vesta icecream to
others on special occasions
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
98
5.2 DISCUSSIONS ON FINDINGS
• Consumption of icecream
From the data 40% of the respondents consume icecream on a monthly basis, 33% on
special occasions, 21% on weekly basis. From the data it is clear that consumer consumes
icecream more on monthly basis
• Respondents mind on thinking about icecream
Out of the total respondents 34% of them choose flavour and 28% choose brand while
they thinks of icecream. From this shows more conscious about flavour than brand.
• Loyalty towards brand
Out of total respondents 64% of them disagrees that they are loyal to one brand.22%
neither agrees nor disagrees and 14% agrees with it. This shows consumers are not loyal
to one brand.
• Source of information
Out of total respondents 35% came to know about the brand through advertisement . Only
20% and 15% came to know about the brand through newspaper and media. This shows
consumers came to know more about produt through the sponsorship.
• Advertisement affect on consumption
Out of total respondents 45% agrees that advertisement affects their consumption of
icecream and 45% neither agrees nor disagrees. Only 10% disagreeswith it. This shows
that advertisement can persuade them in buying icecream.
98
5.2 DISCUSSIONS ON FINDINGS
• Consumption of icecream
From the data 40% of the respondents consume icecream on a monthly basis, 33% on
special occasions, 21% on weekly basis. From the data it is clear that consumer consumes
icecream more on monthly basis
• Respondents mind on thinking about icecream
Out of the total respondents 34% of them choose flavour and 28% choose brand while
they thinks of icecream. From this shows more conscious about flavour than brand.
• Loyalty towards brand
Out of total respondents 64% of them disagrees that they are loyal to one brand.22%
neither agrees nor disagrees and 14% agrees with it. This shows consumers are not loyal
to one brand.
• Source of information
Out of total respondents 35% came to know about the brand through advertisement . Only
20% and 15% came to know about the brand through newspaper and media. This shows
consumers came to know more about produt through the sponsorship.
• Advertisement affect on consumption
Out of total respondents 45% agrees that advertisement affects their consumption of
icecream and 45% neither agrees nor disagrees. Only 10% disagreeswith it. This shows
that advertisement can persuade them in buying icecream.
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
99
• Ability to recall the advertisement
From the total respondents 54% agrees that they could recall advertisement and 35% only
disagrees with it. It is good for the firm as customer able to recall the advertisement.
• Tagline of Vesta icecream
Out of the total respondents only 26% were able to identify the tagline of Vesta icecream. It
should be the matter of concern for company as consumer not able to identify the tag line of
the product.
• Response towards variety of flavour if made available in the market
Out of the total respondents 67% agrees that they will go for new varietys of icecream if
available in the market. It shows that company should introduce new flavours in the market.
• Promotion level of Vesta icecream
Out of the total respondents 51% of the respondents disagrees with the promotion level of
Vesta icecream. Only 34% agrees with it. It shows company need to improve the promotion
level of Vesta icecream.
• Recommendation of Vesta icecream to friends and relatives
Out of the total respondents 65% agrees to recommend, 19% disagrees with it. Its good for
firm the customers are willing to recommend the product.
99
• Ability to recall the advertisement
From the total respondents 54% agrees that they could recall advertisement and 35% only
disagrees with it. It is good for the firm as customer able to recall the advertisement.
• Tagline of Vesta icecream
Out of the total respondents only 26% were able to identify the tagline of Vesta icecream. It
should be the matter of concern for company as consumer not able to identify the tag line of
the product.
• Response towards variety of flavour if made available in the market
Out of the total respondents 67% agrees that they will go for new varietys of icecream if
available in the market. It shows that company should introduce new flavours in the market.
• Promotion level of Vesta icecream
Out of the total respondents 51% of the respondents disagrees with the promotion level of
Vesta icecream. Only 34% agrees with it. It shows company need to improve the promotion
level of Vesta icecream.
• Recommendation of Vesta icecream to friends and relatives
Out of the total respondents 65% agrees to recommend, 19% disagrees with it. Its good for
firm the customers are willing to recommend the product.
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
100
5.3 CONCLUSION
The study entitled “A STUDY ON BRAND AWARENESS OF VESTA ICE
CREAM OF KSE LTD. WITH SPECIAL REFERENCE TO THRISSUR
DISTRICT, KERALA” was undertaken to study the brand awareness of customers.
From the study, it is found that there is significant relation ship between age and
affect of advertisement on consumption. It also shows that company should focus more on
promotional activities and need to advertise more on tagline of the product. Company
should introduce new flavours in the market to attract customers.
100
5.3 CONCLUSION
The study entitled “A STUDY ON BRAND AWARENESS OF VESTA ICE
CREAM OF KSE LTD. WITH SPECIAL REFERENCE TO THRISSUR
DISTRICT, KERALA” was undertaken to study the brand awareness of customers.
From the study, it is found that there is significant relation ship between age and
affect of advertisement on consumption. It also shows that company should focus more on
promotional activities and need to advertise more on tagline of the product. Company
should introduce new flavours in the market to attract customers.
HOLY GRACE ACADEMY OF MANAGEMENT STUDIES
101
5.4 RECOMMENDATIONS
For the company
• People considers flavour than brand when they thinks about icecream, so that
company should focus more on flavours.
• Kerala icecream industry have tough competitors. In this competion scenario the
company should do more promotional activities to attract customers.
• The tagline of Vesta icecream are not familiar with the customers, so company
should show and focus on tagline in advertisement.
• Effective advertisement can influence customers in buying the product.
For the future researcher
• Present study was limited to respondents in Thrissur district. Future research can be
conducted in other districts.
• There are bulk consumers like restaurants, catering services etc. Future study can
be conducted after taking samples from this group also.
• Present only few variables were taken for the study, in future more variables can
be taken.
101
5.4 RECOMMENDATIONS
For the company
• People considers flavour than brand when they thinks about icecream, so that
company should focus more on flavours.
• Kerala icecream industry have tough competitors. In this competion scenario the
company should do more promotional activities to attract customers.
• The tagline of Vesta icecream are not familiar with the customers, so company
should show and focus on tagline in advertisement.
• Effective advertisement can influence customers in buying the product.
For the future researcher
• Present study was limited to respondents in Thrissur district. Future research can be
conducted in other districts.
• There are bulk consumers like restaurants, catering services etc. Future study can
be conducted after taking samples from this group also.
• Present only few variables were taken for the study, in future more variables can
be taken.
APPENDIX
QUESTIONNAIRE
1. Gender : Male Female
2. Age : Less than 18 18-25 25-35 35-45 Greater than 45
3. Income: 0-15000 15000-30000 30000-45000 45000<
4. How often you consume Ice Cream
Daily Weekly Monthly On special occasion Never
5. If you think about Ice Creams what comes to your mind first
Brand Flavour Price Others
6. Which Ice Cream brands are you aware of .
Lazza Vesta Amul Kwality Walls pappai Merriboy
7. When it comes to Ice Cream I am loyal to only one brand.
Strongly Agree Agree Neither agree nor disagree
Disagree Strongly disagree
8. From which source you came across brand name Vesta.
Media Newspaper Internet Friends Sponsorship
9. Usually from where do you buy Ice Creams from?
Mobile cart Super mart Convinience shop Online
1. Gender : Male Female
2. Age : Less than 18 18-25 25-35 35-45 Greater than 45
3. Income: 0-15000 15000-30000 30000-45000 45000<
4. How often you consume Ice Cream
Daily Weekly Monthly On special occasion Never
5. If you think about Ice Creams what comes to your mind first
Brand Flavour Price Others
6. Which Ice Cream brands are you aware of .
Lazza Vesta Amul Kwality Walls pappai Merriboy
7. When it comes to Ice Cream I am loyal to only one brand.
Strongly Agree Agree Neither agree nor disagree
Disagree Strongly disagree
8. From which source you came across brand name Vesta.
Media Newspaper Internet Friends Sponsorship
9. Usually from where do you buy Ice Creams from?
Mobile cart Super mart Convinience shop Online
10. Iam aware of a variety of Ice Cream products sold by Vesta: How do you agree with
this statement?
Strongly Agree Agree Neither agree nor disagree
Disagree Strongly disagree
11. I am able to recall the advertisements of Vesta Ice Creams: How do you agree with
this statement?
Strongly Agree Agree Neither agree nor disagree
Disagree Strongly disagree
12. How will you rate the taste of Vesta Ice Cream?
Poor fair good
Very good Excellent
13. I am able to recall the logo of Vesta Ice Cream:
Strongly Agree Agree Neither agree nor disagree
Disagree Strongly disagree
this statement?
Strongly Agree Agree Neither agree nor disagree
Disagree Strongly disagree
11. I am able to recall the advertisements of Vesta Ice Creams: How do you agree with
this statement?
Strongly Agree Agree Neither agree nor disagree
Disagree Strongly disagree
12. How will you rate the taste of Vesta Ice Cream?
Poor fair good
Very good Excellent
13. I am able to recall the logo of Vesta Ice Cream:
Strongly Agree Agree Neither agree nor disagree
Disagree Strongly disagree
14. I buy Ice Cream by considering brand names: How do you agree with this
statement?
Strongly Agree Agree Neither agree nor disagree
Disagree Strongly disagree
15. Tag line of Vesta Ice Cream is:
Real milk, real Ice Cream Merge of fresh Icecreams All good things in life
Scooping Happiness to Life Reimagining icecream, naturally
16. I will go for different flavours if varieties are available in the market:
Strongly Agree Agree Neither agree nor disagree
Disagree Strongly disagree
17. I am satisfied with the prize and quality of Vesta Ice Cream:
Strongly Agree Agree Neither agree nor disagree
Disagree Strongly disagree
18. I am satisfied with the packaging of Vesta Ice cream:
Strongly Agree Agree Neither agree nor disagree
Disagree Strongly disagree
statement?
Strongly Agree Agree Neither agree nor disagree
Disagree Strongly disagree
15. Tag line of Vesta Ice Cream is:
Real milk, real Ice Cream Merge of fresh Icecreams All good things in life
Scooping Happiness to Life Reimagining icecream, naturally
16. I will go for different flavours if varieties are available in the market:
Strongly Agree Agree Neither agree nor disagree
Disagree Strongly disagree
17. I am satisfied with the prize and quality of Vesta Ice Cream:
Strongly Agree Agree Neither agree nor disagree
Disagree Strongly disagree
18. I am satisfied with the packaging of Vesta Ice cream:
Strongly Agree Agree Neither agree nor disagree
Disagree Strongly disagree
19. Iam satisfied with the current promotion level of Vesta Ice Cream:
Strongly Agree Agree Neither agree nor disagree
Disagree Strongly disagree
20. “Advertisement affects my consumption of Ice Cream”: How do you agree with
this statement?
Strongly Agree Agree Neither agree nor disagree
Disagree Strongly disagree
21. I will recommend Vesta Ice Cream to my friends and relatives in special occasions:
How do you agree with this statement?
Strongly Agree Agree Neither agree nor disagree
Disagree Strongly disagree
Strongly Agree Agree Neither agree nor disagree
Disagree Strongly disagree
20. “Advertisement affects my consumption of Ice Cream”: How do you agree with
this statement?
Strongly Agree Agree Neither agree nor disagree
Disagree Strongly disagree
21. I will recommend Vesta Ice Cream to my friends and relatives in special occasions:
How do you agree with this statement?
Strongly Agree Agree Neither agree nor disagree
Disagree Strongly disagree
BIBLIOGRAPHY
BIBLIOGRAPHY
BOOKS
Aaker D.A. (1992),” Building strong brands”, Hillsdale, NJ: Lawrence Erlbaum
Associates.
Farquhar (1991),” Recognizing and Measuring Brand Assets”, Marketing
Science Institute, Cambridge, MA
Kotler, Philip (2000), “Marketing Management”. The Millennium Edition, Upper
Saddle River, PrenticeHall.
JOURNALS
• Wayne D. Hoyer and Steven P. Brown Journal of Consumer Research Vol. 17,
No. 2 (Sep., 1990), pp. 141-148 .
• Stephen J.S. Holden (1993) ,"Understanding Brand Awareness: - Advances in
Consumer Research Volume 20, eds. Leigh McAlister and Michael L.
Rothschild, Provo, UT : Association for Consumer Research, Pages: 383-388.
• John R. Rossiter and Larry Percy (1985) ,"Advertising Communication Models",
in NA - Advances in Consumer Research Volume 12, eds. Elizabeth C.
Hirschman and Moris B. Holbrook, Provo, UT : Association for Consumer
Research, Pages: 510-524.
• Emma K Macdonald, Byron M Sharp Brand Awareness Effects on Consumer
Decision Making for a Common, Repeat Purchase Product.
Pages 5-15
BOOKS
Aaker D.A. (1992),” Building strong brands”, Hillsdale, NJ: Lawrence Erlbaum
Associates.
Farquhar (1991),” Recognizing and Measuring Brand Assets”, Marketing
Science Institute, Cambridge, MA
Kotler, Philip (2000), “Marketing Management”. The Millennium Edition, Upper
Saddle River, PrenticeHall.
JOURNALS
• Wayne D. Hoyer and Steven P. Brown Journal of Consumer Research Vol. 17,
No. 2 (Sep., 1990), pp. 141-148 .
• Stephen J.S. Holden (1993) ,"Understanding Brand Awareness: - Advances in
Consumer Research Volume 20, eds. Leigh McAlister and Michael L.
Rothschild, Provo, UT : Association for Consumer Research, Pages: 383-388.
• John R. Rossiter and Larry Percy (1985) ,"Advertising Communication Models",
in NA - Advances in Consumer Research Volume 12, eds. Elizabeth C.
Hirschman and Moris B. Holbrook, Provo, UT : Association for Consumer
Research, Pages: 510-524.
• Emma K Macdonald, Byron M Sharp Brand Awareness Effects on Consumer
Decision Making for a Common, Repeat Purchase Product.
Pages 5-15
WEBSITES
www.kselimited.com
www.thehindubusiness.com
www.managementstudyguide.com/brand-awareness.htm
www.indiamart.com/kse-limited/
www.kselimited.com
www.thehindubusiness.com
www.managementstudyguide.com/brand-awareness.htm
www.indiamart.com/kse-limited/
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