A STUDY ON

MARKET ANALYSIS OF MODERN FOOD INDUSTRIES INDIA LTD. (MFIL)

WITH REFERENCE TO COCHIN CORPORATION

Project Report

Submitted by

SALMA SHERIN: (SB20CCM032)

NIA OLIVIA PADUVA: (SB20CCM044)

AGNETHA PATRIC: (SB20CCM004)

Under the guidance of

Ms. SANDRA SABU T

In Partial Fulfillment of the Requirement for the Degree of

BACHELOR OF COMMERCE

ST. TERESA'S COLLEGE ESTD 1925

ST. TERESA'S COLLEGE (AUTONOMOUS), ERNAKULAM

COLLEGE WITH POTENTIAL FOR EXCELLENCE

Nationally Re-Accredited with A++ Grade

Affiliated to

Mahatma Gandhi University

Kottayam-686560

March-2023
 ST. TERESA'S COLLEGE, ERNAKULAM (AUTONOMOUS)

COLLEGE WITH POTENTIAL FOR EXCELLENCE

Nationally Re-Accredited with A++ Grade

CERTIFICATE

This is to certify that the project titled "A STUDY ON MARKET ANALYSIS OF
MODERN FOOD INDUSTRIES INDIA LTD. (MFIL) WITH REFERENCE TO
COCHIN CORPORATION" submitted to Mahatma Gandhi University in partial fulfillment
of the requirement for the award of Degree of Bachelor in Commerce is a record of the original
work done by Ms. Salma Sherin, Ms. Nia Olivia Paduva, Ms. Agnetha Patric, under my
supervision and guidance during the academic year 2020-23.

Project Guide

Ms. SANDRA SABU T Smt. Jini Justin D’Costa

Assistant Professor (Head of the Department)

Department of Commerce (SF) Department of Commerce (SF)

Viva Vice Examination held on…. External Examiner(s)

 DECLARATION

We Ms. Salma Sherin, Ms. Nia Olivia Paduva, Ms. Agnetha Patric, final year B.Com students,
Department of Commerce (SF), St. Teresa's College (Autonomous) do hereby declare that the
project report entitled A STUDY ON MARKET ANALYSIS OF MODERN FOOD
INDUSTRIES INDIA LTD. (MFIL) WITH REFERENCE TO COCHIN CORPORATION
submitted to Mahatma Gandhi University is a bonafide record of the work done under the
supervision and guidance of Ms. Sandra Sabu T, Assistant Professor of Department of
Commerce (SF), St. Teresa's College (Autonomous) and this work has not previously formed
the basis for the award of any academic qualification, fellowship, or other similar title of any
other university or board.

PLACE: ERNAKULAM SALMA SHERIN

DATE: NIA OLIVIA PADUVA

AGNETHA PATRIC
 ACKNOWLEDGEMENT

First of all, we are grateful to God Almighty for his blessings showered upon us for the
successful completion of our project.

It is our privilege to place a word of gratitude to all persons who have helped us in the
successful completion of the project.

We are grateful to our guide Ms. Sandra Sabu T, Department of Commerce (SF) of St.
Teresa's College (Autonomous), Ernakulam for her valuable guidance and encouragement for
completing this work.

We would like to acknowledge Dr. Alphonsa Vijaya Joseph, Principal of St. Teresa's College
(Autonomous), Ernakulam for providing necessary encouragement and infrastructure facilities
needed for us.

We would like to thank Smt. Jini Justin D’Costa, Head of the Department, for her assistance
and support throughout the course of this study for the completion of the project.

We will remain always indebted to our family and friends who helped us in the completion of
this project.

Last but not the least; we would like to thank the respondents of our questionnaire who gave
their precious time from work to answer our questions.

Salma Sherin

Nia Olivia Paduva

Agnetha Patric
 CONTENTS

Chapters Content Page Number

Chapter 1 Introduction 1-4

Chapter 2 Review of Literature 5-9

Chapter 3 Theoretical Framework Industrial and 10-27

Company Profile

Chapter 4 Data Analysis and Interpretation 28-49

Chapter 5 Findings, Suggestions and Conclusion 50-53

Bibliography 54

Annexure 55-58
 LIST OF TABLES

Sl.No. Contents Sl.No.

Content
s
Page No

4.1 Source of Information 29

4.2 Satisfaction on packaging of the product 30-31

4.3 Satisfaction of price with substitutes in the Market 32-33

4.4 Satisfaction of product with substitutes in the Market 34-35

4.5 Rating of Modern Food Products 36

4.6 Expectation regarding Quality and Performance 37-38

4.7 Improvement to be made in the products 39

4.8 Comparison of other products 40-41

4.9 Advertisements shown Frequently 42

4.10 Factor influencing consumer behaviour 43

4.11 Increase in price 44

4.12 Effectiveness of Advertisement 45

4.13 Recommendation of Modern Food Products 46

4.14 Buying Substitute Products 47

4.15 Products being beneficial to customers 48-49

 LIST OF FIGURES
Sl.No. Contents Page
No.

4.1 Source of Information 29

4.2 Satisfaction on packaging of the product 30-31

4.3 Satisfaction of price with substitutes in the Market 32-33

4.4 Satisfaction of product with substitutes in the Market 34-35

4.5 Rate of Modern Food Products 36

4.6 Expectation regarding Quality and Performance 37-38

4.7 Improvement to be made in the products 39

4.8 Comparison of other products 40-41

4.9 Advertisements shown Frequently 42

4.10 Factor influencing consumer behaviour 43

4.11 Increase in price 44

4.12 Effectiveness of Advertisement 45

4.13 Recommendation of Modern Food Products 46

4.14 Buying Substitute Products 47

4.15 Products being beneficial to customers 48-49

 CHAPTER 1
INTRODUCTION
1.1 INTRODUCTION
A market analysis studies the attractiveness and the dynamics of a special market within a
special industry. It is part of the industry analysis and thus in turn of the global environmental
analysis. Through all these analyses the strengths, weaknesses, opportunities and threats
(SWOT) of a company can be identified. Finally, with the help of a SWOT analysis, adequate
business strategies of a company will be defined. The market analysis is also known as a
documented investigation of a market that is used to inform a firm's planning activities,
particularly around decisions of inventory, purchase, work force expansion/contraction,
facility expansion, purchases of capital equipment, promotional activities, and many other
aspects of a company.

Market analysis is a large part of market research and an important component of a business
plan. In this plan, business founders document their business idea in writing. While the
market analysis, a specific market is considered. With the help of the results displayed,
companies can identify the opportunities and risks of that market. The target group forms the
basis of the market analysis.

Modern is an iconic brand that pioneered the concept of bread, and literally created the bread
category in India. Launched in 1965 as Modern Bakeries (India) Limited, the company was
rechristened Modern Foods India Ltd. (MFIL) in 1982. For generations of Indians Modern
Bread’s iconic Blue & Orange Waxed Paper Bread pack was virtually synonymous with bread.
Modern Foods was the first company to be privatized by the Government of India in 2000, and
it was sold to Hindustan Unilever Ltd. (HUL). Modern Food industries offers variety of food
products such as bread, cakes, rusk, and other bakeries.

This Research is done about Modern Food Industries with reference to Cochin Corporation
which is known to be successful in giving variety of bakery and seasonal products. Through our
visit to Modern Food Industries, we got to know an overview about the production department
and consumer preferences.

1
1.2 STATEMENT OF THE PROBLEM
The study shows that Modern Food Industries limited is a successful enterprise in the Indian
economy. The company offers wide variety of products to their customers. Through the study
conducted, we got to know that the majority of customers are satisfied with the products
offered to them by the company. Advertisements shown through tv, newspapers and other
print medias has helped influence customers towards the products.
The study helped to analyse the market conditions of the company. The major drawback of
Modern Food Industries Limited is that the company can increase their production units and
franchises in the economy, improve their advertisements, and methods of production.

1.3 SIGNIFICANCE
The outcome of the study will educate general public regarding that the Modern Food
Industries with reference to Cochin Corporation produces good quality products for
customer satisfaction. It further helps in understanding the overall market conditions of
their industry.

1.4 OBJECTIVE OF THE STUDY

• To study the satisfaction level of the consumers towards MFIL.
• To find out the effect of advertisement on consumers.
• To analyse the market condition of MFIL in Cochin Corporation.

1.5 METHODOLOGY
This research was undertaken for the market analysis of Modern Food Industries India
Limited with reference to Cochin corporation.

SOURCE OF DATA

 PRIMARY DATA
Primary data is the data that has not been previously published, i.e. the data is derived from
a new or original and collected the sources.

The data collected here is by giving questionnaires to both the company and the customers.

2
 SECONDARY DATA
It is the data that have already collected by someone other than the user. Such data are
economical and more quickly available. Data collected here is from published sources like
websites, brochures, articles etc.

 TOOLS USED
Graphs, diagrams, tables are prepared to analyse and present the data.

 AREA OF STUDY

We conducted a systematic enquiry on Modern Food Industries with reference to Cochin

Corporation (Edappally). The research methodology used for the study is descriptive research
and exploratory research design.

1.6 SCOPE OF THE STUDY

The main role of Market Analysis is to understand the satisfaction level of consumers and to
analyse the different market conditions of MFIL. It is to further conducted to find out the
effect of advertisements on consumers and also the factors which determine the customer
preferences.

1.7 LIMITATIONS
• As the data has been taken from various websites and brochures, data available may
not be accurate.
• It is not possible to cover every aspect.

• As certain information is confidential in nature, as a result there is a limited access to

information.
• The study is restricted to Ernakulam district only.
• The responses from the respondents may be biased and prejudiced.
• Sample may not be representatives of the interests of the entire population.

3
1.8 CHAPTERISATION

Chapter:1 – Introduction

Chapter: 2- Review of Literature

Chapter:3 – Theoretical Framework Industrial and Company Profile

Chapter:4 – Data Analysis and Interpretation

Chapter:5- Findings, Suggestions and Conclusion

4
 CHAPTER 2

REVIEW OF LITERATURE

5
 REVIEW OF LITERATURE
A literature review is a text of a scholarly paper, which includes the current knowledge
including substantive finding, as well as theoretical and methodological contributions to a
particular topic. Literature review are secondary sources, and do not report new or original
experimental work. Theories are formulated to explain, predict and understand phenomena and
in many cases to challenge and extend existing knowledge within the limits of critical bounding
assumptions.

2.1 LITERATURE REVIEW

A literature review is a search and evolution of the available literature in your given subject
or chosen topic area. It documents the state of art with respect to the subject or topic you are
writing about. A literature review shows your readers that you have an in depth grasp of your
subject; and that you understand where you are on research fits into and adds to an existing
body of agreed knowledge.

Gaurvendra Singh and Yash Daultani (2022): The study shows that the food processing
sector in India has tremendous capability to improve the socio-economic conditions of rural
masses. The study aims to identify the growth barriers at different supply chain stages in the
processing sector. The study shows that the top growth barriers in the sector are- lack of
standardization and quality in the processed food, rain-dependent farming etc.

Abin Joseph and Jeffin Thomas (2020): The study shows that the reforms of 1990 have
brought significant changes in the production, processing and marketing of food products.
The main objective of the study is to assess the status and performance of the food processing
industry in India in the era of globalization and liberalization. The study is mainly based on
secondary data collected from the ministry of food processing industries, ASI and CMIE.

Prasant Sarangi, NAVI Mumbai (2019): According to his study, India is presently the
world’s second largest producer of food and has the potential of being the biggest with
developing food and agriculture sector. In modern India, growing economy, surplus food and
changing lifestyle has shifted the consumption pattern from serials to more varied and
nutritious food. This gradual progression has given rise to the food processing industry in
India.

6
Mark Granovetter (2017): Undertook a study that provides economic and sociological work
on labour market, concentrating on studies whose comparison is revealing the differences on
strategies and underlying assumptions. It studies the characteristics of jobs and labour market
and of the attachments between employers and employees. He believes that the market
analysis is successful if there is a harmony between the employer and the employees.

Sridhara Murthy and MS Yogesh (2014): According to their survey, India holds second
largest airable land in the world. India is the largest producer of Pulses, milk, tea, cashew etc
and second largest producer of tea, wheat, rice etc. Demand growth for processed food has
been raising with growing disposable income urbanization a young population etc. Food
processing industry is one of the largest industries in India.

Merriam Webster (2014): According to her study, Market analysis is a phase of marketing
research conducted to determine the characteristics and extent of market. Through her study,
it is helpful to know about the market in brief.

Surendra P Singh and Fisseha Tegene (2012): According to their observation, India’s
agricultural base is quite strong but the wastage is very high and processing of food products
is very low. Our countries processing sector is small and processing of food to consumable
standards in India has reached only 10% recently. This paper examines trends and status of
food processing industry and discuss the constraints slowing down its growth.

Maria Lannario, Marica Manisera, Domenico Piccolo, Paolazuccolotto (2012): Focused

on Food Industry. Here, sensory analysis can be useful for directing marketing decision
concerning not only the products for eg: product positioning with respect to competitors, but
also market segmentation, customer relationship management, advertising strategies and
price policies. For sensory analysis, they used the evaluation of different varieties of Italian
espresso.

James H Myers and Edward Tauber (2011): In this study, he used various types of
quantitative techniques as a solution for marketing problems. The most successful technique
that he used was “Multivariate statistical analysis”. Currently, the multivariate statistical
analysis are used for solving market problems and planning.

7
Gary S Fields (2011): Through this research he is analysing markets in developing countries
searching for both improved understanding and greater policy relevance. For this, he has
followed a five-part policy evaluation framework were the market analysis of developing
countries are presented. Different models with multiple sectors and segments of empirical
analysis using different kinds of data are then reviewed.

Alexa Rob (2010): According to her study, Market analysis is a quantitative and qualitative
assessment of a market. It examines the market size, various market segments, customer buying
patterns, the competition, and the economic environment

Krithi Bardhan Gupta (2009): According to her study, food markets in India are getting
increasingly more and more complex and competitive. Some of the reasons for such changes
are globalization, entry of large International and domestic firms in Food sector etc. There is
an increase in number and varieties of food products in the country and above socio-
economic changes have resulted in increased interest in the food sector among the other
sectors.

Miguel Carriquiry (2007): The study shows that most food traits desired by consumers are
costly to provide and difficult to verify. Delivered quality can be affected by producers and
observed by consumers. Market for these goods will emerge only if supplying firms can be
trusted. A purchase model is developed to explore quality discoverability, market structure,
discount factors, market premiums etc.

Larry N Digal and Fredoun Z. Ahmadi (2002): This study includes various methods used
to analyse market power in the retail food industry. The strengths and weaknesses of these
approaches are explored and a review of the issues in using New Empirical Industrial
Organization (NEIO) and time–series models is provided. The absence of a theory underlying
time–series models is highlighted and a review of some theoretical models in retailing is
presented. The impact of imperfect competition in the food processing sector on retailing is
also examined. It is argued that a combination of the approaches that minimises the
weaknesses and builds on the strengths of single approaches may prove more promising for
examining non–competitive behaviour.

8
Giovanni Galizzi and Luciano Venturini (1996): The study analyses the nature of food
product innovations and examines the determinants of activities in a cross section of the
Indian food industries. Direct measure of innovations provided by India is used.

Christopher B Barrett (1996): Undertook a study to analyse market and prices due to the
rapidly emerging time series. It have changed rapidly as a result of developing economy
markets. He believes that methods generally used are poor and not at satisfactory level. They
have not been advanced and have not placed sufficient emphasis on market.

David Blake and Mc Grawhill (1990): According to their study money market deposits are
fixed interest, fixed term deposits of upto one year with the banks. The deposits can be for the
following terms: Overnight, 1 week, months or 1 year. They are not negotiable so cannot be
liquidated before maturity. The interest rate on these deposits are fixed for a term. The
interest and capital are paid in one lumpsum amount on the maturity day.

Dale T Mortensen (1986): According to his theory, the decision maker must acquire and use
information to take rational action in every changing and uncertain environment. It reviews
the search theories performance to date in labour market analysis. The data sources reveal
that unemployment spells are typically frequent but short in all phases of business cycle.

Robert Evenson (1984): He examined several international data on patented inventions,

R&D expenditures and a scientists and engineers engaged in this activity. Through this study,
two principles are concluded on modelling of the firm behaviour and possibly on the policy
actions which it will take during the stage. Firstly, he will compare the technology with
reference to the market. Here, he concentrates on certain firms located in countries with best
economic laboratories for invention.

George S Day (1981): Conducted a Research on market analysis and drew two distinct
approaches. These approaches which adopt a top-down perspective, tend to specify markets
in terms of competitive capabilities and resource transferability. The bottom-up perspective
emphasizes customer requirements or usage patterns when defining markets. The Strategic
planning framework links business units and product market units should be compatible with
these purposes and reflect strategically relevant balance of cost and demand factors.

9
 CHAPTER 3

THEORETICAL FRAMEWORK
INDUSTRIAL AND COMPANY PROFILE

10
 THEORITICAL FRAMEWORK

3.1 ORIGIN OF MARKET ANALYSIS

1900s–1940s – The Quantitative Questionnaire Era

The first true instances of Market Analysis came about in the 1920s when a man by the name
of Daniel Starch developed a theory that advertising had to be seen, read, believed,
remembered, and most importantly, acted upon, in order to be considered effective.

Starch and his associates would approach people on the street, asking them if they read
certain publications, and if so, whether they could remember specific ads within them. They
would then compare the number of people they interviewed with the circulation of the
magazine to figure out how effective those ads were in reaching readers. Soon after, many
other companies began offering comparable services.

A man named George Gallup, a contemporary of Starch, further developed the practice with
his rival theory of aided recall, which prompted people interviewed to recall an ad seen in a
publication without actually showing it to them. This system would later be adapted and used
to measure the effectiveness of radio and television advertising.

1940s–1960s – Qualitative Consumer Era

Consumerism became much more prevalent in American society during the post-World War
II economic boom. With this came a distinct need to better understand consumers and their
choices on a deeper and more personal level.

Though quantitative surveys (particularly usage and attitude studies) remained the standard of
the day, researchers started to develop new practices to go beyond the numbers. Techniques
like the focus group (developed by Robert Merton and Paul Lazarsfeld at Columbia
University in the late 1930s) gained more traction. However, researchers noticed that there
were discrepancies between what people said they did, thought, or liked and what they
actually did.

11
In response, Ernest Dichter pioneered a new form of consumer analysis in the late 1940s,
called Motivational Analysis. Based on Freudian psychoanalytic concepts, Dichter believed
that consumers held within their minds hidden realm of desires, taboos, repressions, and
secrets. He also believed that every product had an image, even a ‘soul’, and was bought not
merely for the purpose it served but for the values and symbolic meanings it embodied.
Dichter’s message to advertisers was: figure out the personality of a product, and you will
understand how to market it.”

Dichter’s practice focused largely on conducting Depth Interviews, which were essentially
ethnographers that more closely resembled therapy sessions, and on observing consumers
interact with products in simulated or real environments.

Yet Dichter’s insights and recommendations– such as telling Proctor and Gamble that
consumers used soap to cleanse themselves of sin and other undesired character traits–
became a bit too strange to be considered practical by some clients. As a result, the industry
began to again favour methodologies that emphasized careful statistical procedures to
produce hard data—techniques that seemed more sensible and were made even more alluring
by the advent of accessible computing machines.

1960s–1980s – Refining the Process

Quantitative methods returned to the foreground in the 1960’s, and methodologies continued
to develop with the advent and assistance of new technology— particularly the computer,
phone systems, and the Internet. Qualitative methods took a backseat during this time period,
but continued to be refined.

Marketing academic John Howard began to incorporate perspectives from other social
sciences into his analysis, including psychology, sociology, anthropology, semiotics,
economics, and management science. His work ultimately encouraged multi-disciplinary
approaches in the field. During this time period, researchers also began focusing on the
experiential part of being a consumer– not just the process of buying, but the actual
experience of owning and consuming a product/service. They studied the role of emotions,
feelings, moods, and other affective aspects of consumption, in order to understand customers.
Instilled with a newfound way of thinking about consumer behavior, marketers turned to
focus groups as the preferred form of qualitative analysis in the 1970s.

12
Researchers also refined Dichter’s theory of hidden symbolism in products, applying the
same theory to broader brands. This remains an idea that researchers still largely subscribe
to today.

3.2 Definition: Market analysis

Market analysis is a large part of market research and an important component of a business
plan. In this plan, business founders document their business idea in writing. During the
market analysis, a specific market is taken into account. With the help of the results displayed,
companies can identify the opportunities and risks of that particular market. The target group
forms the basis of the market analysis.

What are the benefits of running a marketing analysis?

A marketing analysis can reduce risk, identify emerging trends, and help project revenue.
You can use a marketing analysis at several stages of your business, and it can even be
beneficial to conduct one every year to keep up to date with any major changes in the market.

A detailed market analysis will usually be part of your business plan, since it gives you a
greater understanding of your audience and competition. This will help you build a more
targeted marketing strategy.

These are some other major benefits of conducting a market analysis:

Risk reduction: Knowing your market can reduce risks in your business, since you’ll have an
understanding of major market trends, the main players in your industry, and what it takes to
be successful, all of which will inform your business decisions. To help you further protect
your business, you can also conduct a SWOT analysis, which identifies the strengths,
weaknesses, opportunities and threats for your business.

Targeted products or services: You are in a much better position to serve your customers
when you have a firm grasp on what they are looking for from you. When you know who
your customers are, you can use that information to tailor your business’s offerings to your
customers’ needs.

Emerging trends: Staying ahead in business is often about being the first to spot a new
opportunity or trend, and using a marketing analysis to stay on top of industry trends is a
great way to position yourself to take advantage of this information.

13
Revenue projections: A market forecast is a key component of most marketing analyses, as
it projects the future numbers, characteristics and trends in your target market. This gives you
an idea of the profits you can expect, allowing you to adjust your business plan and budget
accordingly.

Evaluation benchmarks: It can be difficult to gauge your business’s success outside of pure
numbers. A market analysis provides benchmarks or key performance indicators (KPIs)
against which you can judge your company and how well you are doing compared to others
in your industry.

Context for past mistakes: Marketing analytics can explain your business’s past mistakes or
industry anomalies. For example, in-depth analytics can explain what impacted the sale of a
specific product, or why a certain metric performed the way it did. This can help you avoid
making those mistakes again or experiencing similar anomalies, because you’ll be able to
analyze and describe what went wrong and why.

Marketing optimization: This is where an annual marketing analysis comes in handy –

regular analysis can inform your ongoing marketing efforts and show you which aspects of
your marketing need work, and which are performing well in comparison to the other
companies in your industry.

What are the drawbacks of running a marketing analysis?

The below drawbacks of running a market analysis pertain less to the method itself than the
resources it requires.
Market analysis can be expensive: If you’re not as familiar with marketing concepts such as
market volume and customer segmentation, you might want to outsource your market
analysis. Doing so can be great for your analysis’s quality, but it can also leave a big dent in
your budget. Narrow your market analysis to a certain group – perhaps current customers – to
lower your costs.

Market analysis can be time-consuming: Market analysis can take precious time away from
more directly business-related tasks. You can analyze one area at a time – say, buying
patterns or competition – to free up your day-to-day schedule.

Market analysis can require extra staff: Some larger companies retain in-house market
analysis staff, and you can follow their lead. Doing so, though, comes with all the usual costs
of hiring a new employee. The question then becomes: Do you conduct your market analysis

14
yourself, outsource it, or hire in-house? The more expensive options can often yield more
meaningful insights.

Market analysis can be narrow: The most successful market analyses use actual customer
feedback, which analysts often get through customer surveys. These surveys may reach only
a portion of your entire customer base, leading to an inaccurate sample size. The result is that
market analysis may not fully detail your customers and what you should know about them.

What are the Different Types of Market Analysis?

Primary Analysis: This type of market research is conducted when you are looking for
information from a particular set of customers. The only thing, you are directly reaching out
to them! This is mostly done with the help of surveys or with focus groups. The best part,
since the data is created by you, the data collection is yours.
Secondary Analysis: Usually a market research firms conducts surveys and research to
collect data which can be used to analyse new markets, or even product market fit. Since the
raw data has been previously collected, it’s the market research firm that owns the data set.

Qualitative Analysis: In this method, you collect and analyse non-numerical data to
acknowledge a concept, opinion or even customer experiences based on the market analysis.

Quantitative Analysis: The process of collecting numerical data that can be used to find
patterns, and missing gaps is what is known as quantitative research.

Customer Analysis: Want to understand what your customer likes or prefers? This market
research method helps to understand what works for particular customer segments. This
market research takes into account customer satisfaction, customer loyalty, and even
historical data points to help you improve sales volume.

Competitor Analysis: Most marketing teams conduct competitive analysis to gauge the
strengths and weaknesses of their competitors. This helps to gain insights into product, sales
and marketing tactics and adopt marketing strategy that works best!

Brand Analysis: Curate your brand’s value with brand research. This type of market
research will help you understand who knows your brand, what is the general perception of
the brand, and customer loyalty towards the brand.

15
 INDUSTRIAL AND COMPANY PROFILE

3.3 HISTORY OF MODERN FOOD INDIA LTD. (MFIL)

Modern is an iconic brand that pioneered the concept of bread and literally created the
bread category in India. Launched in 1965 as Modern Bakeries (India) Limited. The company
was rechristened Modern Foods India Ltd (MFIL) in 1982. For generations of Indians
Modern Bread’s iconic blue and orange waxed paper bread pack was virtually synonymous
with bread. Modern Foods was the first company to be privatized by the Government of India
in 2000, and it was sold to Hindustan Unilever Ltd. (HUL)

Today, the company is called Modern Foods Enterprises Pvt Ltd. and is 100% owned by Ever
stone Capital. Modern is now in a new avatar. The relaunch of Modern Foods has been
crafted with intensive efforts over the last 12 months, with significant investments in
manufacturing, and R&D at Modern’s new innovation hub in Chennai, as well as thorough
efforts on consumer insights, strategy and design.

Modern Bread was a product of Modern Bakeries (India) Limited, a Central Government
owned Public Sector Unit. It was launched in 1965 at Kazhikundram, Taramani (near what is
now Tidal Park) in Tamil Nadu.

The company was part of the Colombo Plan, a 1951 post-colonial initiative begun originally
by seven commonwealth nations — India, Australia, United Kingdom, Canada, Sri Lanka,
New Zealand and Pakistan — to nurture economic and social development in Asia (The
company also marketed Rasika, a fruit juice concentrate, and Double Seven, India’s answer
to Coca Cola and Pepsi).

In the 1960s in India, among bakery products, cakes, biscuits, rusks, buns and pastries ruled
sales while bread came second. The northern and western markets accounted for maximum
sales. Modern Bread’s blue-and-orange packaging evoked tremendous brand recall, even
when the country was not wholly sold on bread.

16
BAKING MANY FIRSTS

It consolidated its position with a series of winning innovations in the bread line: it claims to
have introduced the first Indian bread with vitamin fortifications in 1968; sweet bread in
1971; India’s first fruity bread in 1981 and first brown bread Wheat amin in 1991.

It was renamed Modern Foods India Ltd. in 1982. By 1989, to keep up the pace of supply, it
is said to have introduced automatic packing machines.

By 2000, however, its losses amounted to about ₹ 48 crores despite a 40 per cent share of the
bread market. It was then privatised by the Indian Government and sold to Hindustan
Unilever Limited (HUL), which referred it to the Board of Industrial and Financial
Reconstruction (BIFR) the very next year. After some revamping, the company became
profitable.

OBJECTIVES
To be India’s preferred choice for bread and packaged foods. Delivered through a
portfolio of high quantity products, high value products that are delightfully tasty as they are
nutritious. Offering something for every meal and snacking occasion in the day.

1. PRODUCT OBJECTIVE
2. SOCIAL OBJECTIVE
3. ECONOMIC OBJECTIVE

 PRODUCT OBJECTIVE
To make, to distribute and sell affordable, high quality bread, baked and packaged goods
for every meal and snacking occasions. Their mission is to make their products as
nutritious, with an unstinting commitment to incorporating wholesome, natural , healthy
and nutritious ingredients. To contribute meaningfully to the health, well-being and
quality of life for everyone who buys and consumes our products.

 SOCIAL OBJECTIVE
To operate the company in a way that actively recognizes the central role that the
business play in the society, by initiating innovative ways to improve the health,
wellbeing and quality of life for the people in the local communities and nationally.

17
 ECONOMIC OBJECTIVE
To improve, innovate, expand, and invest in the business in a disciplined way that
delights and excites their customers and grows the business consistently, competitively,
profitably and sustainably. To increase the value for their stakeholders and nurturing their
people as they grow their business.

3.4 INTRODUCTION OF THE COMPANY

Modern Breads earlier known as modern food industries Ltd was a public sector unit which
went through disinvestment in the year 1991 – 92 during the NDA (National Democratic
Alliances) government. It was acquired by Hindustan Unilever.

Modern breads manufactures offer variety of breads such as Brown , Atta , Oven fresh ,
Fruity , 400 and 800 gm White breads.

RAW MATERIAL AND SELECTION PROCESS

Four ingredients of bread making (Flour, Water, Salt, Yeast)

Other ingredients are (Sugar, Oil, Fat, Acetic acid, calcium propanoate)

Selection of raw materials

1) Supplier audit

o Raw material storage condition. o Norms and standards followed as per HUL.

2) Toxicity Certificate.

3) Warranty certificate.

4) Sample test.

PRODUCTION PROCESS
The business firm is basically a producing unit and it is a technical unit in which inputs are
converted into output for sale to consumers, other firms and various government departments.

Production is a process in which economic resources or inputs (composed of natural

resources like land, labour, and capital equipment) are combined by entrepreneurs to create
economic goods and services (also referred to as output or products ).

18
Inputs are the beginning of the production process and output is the end of the process. Given
below is a simple schematic presentation of the production process, which can be conceived
of as transforming inputs into outputs.

Looking around the production floor of a bread factory there are many areas to increase
safety and quality for products. Moulds, pathogens, and food borne illnesses are just a few
things bakers actively avoid. Taking steps to keep products and processes safe can also
increase the overall quality and consistency of their baked goods.

19
GENERAL PRODUCTION PROCESS OF A BREAD

20
 MODERN FOOD ENTERPRISES PRIVATE LTD

OUR VISIT
As a part of our research project, we had the opportunity to modern bread enterprises
Edapally. We got an opportunity to meet the assistant lab executive of modern bread
enterprises.

COMPANY PROFILE
Modern is an iconic brand that pioneered the concept of bread, and literally created the bread
category in India. Launched in 1965 as Modern Bakeries (India) Limited, the company was
rechristened Modern Foods India Ltd. (MFIL) in 1982. Holding 40% share of the Indian
bread market at one stage.

Modern food industries have bread manufacturing units in 13 cities spread across India.
MIFL was wholly owned by central government. It was taken over by Hindustan Unilever
Limited in January 2000. Modern foods have over 40% of the bread market in India.

Modern Bread Enterprises Edapally, registered in 2016, has gained immense expertise in
supplying and trading of bread. The supplier company is in Kochi, Kerala and is one of the
leading sellers of listed products. The company manufactures bread and bakery products. The
company offers bread, cakes, rusks, baked foods, and other packaged food items.

21
1.Products / Services and various Other Units of the company
PRODUCTS
There are variety of products offered by the company. a)
Bread
White bread (800g)
Milk classic bread (600g)
Multigrain bread (400g)
Sweet bread (400g)
Long loaf bread (400 g)
Fruity bread (200g)
Brown bread (400g)
Super seed bread (480g)
Wheat bread (400g)
Raggi bread (400g)
Oats and flax bread (450g)

b) Bun
Normal bun
Sweet bun
Fruity bun
Burger supreme bun

c) Rusk
Sweet rusk
Fruity rusk
Milk rusk
Wheat rusk
Tea rusk

d) Cakes
Festive cakes
Cupcakes
Flavoured cakes

22
 Muffins
Cream rolls

e) Whole wheat chapatti

f) Porta

SERVICES
The company distributes their products to various agencies.

2.Potential customers, suppliers, competitors

Potential customers are agencies, retail units, super market and individual customers.

The company produces batches of bread based on the orders of each agency.

Suppliers:

The raw materials are coming from Tamil Nādu, Uttar Pradesh, and Karnataka.

There are different agencies for supplying raw materials from different states so that shortage
of raw materials does not occur.

The company is not ready to disclose the names of their suppliers.

Competitors:

Major competitors are Elite and Britannia. Other competitors are Nature’s own, English oven
and other local brands.

3.Production Capacity
Production capacity is the maximum output that can be produced in a business with available
resources.

The company produces 1 lakh bread per day. Along with that buns , cakes , muffins , rusks,
chapatis and porta are produced daily.

4.Materials Handling Equipment (Complete list with capacity)

The material handling equipment are: o
Conveyer – capacity 1-50kg

23
 Conveyer systems are designed to move large amounts of materials at a quicker pace, and
a fraction of the cost of manual labour.

o Trolley

Industrial trolleys are a perfect mode of product transportation in the food processing
industry, ensuring a smooth work flow and optimum food safety.

Modern bread company uses two types of trolleys. One trolly (2 wheels) is used for
moving the floor and sugar sacs (capacity 50-100 kg).

As a part of safety, the company advises not to carry more than 50 kgs in a trolley.
Another trolley is used for collecting bread, which has 4 wheels (capacity 25 loafs of
bread).
o Crane-capacity 50 kg

The crane is used to automatically load the floor sacs without human effort. It mainly
works through link chain to save labour effectively.

5.Plant Layout (Arrangement of machines and Equipment on

the shop floor of the plant)
The Company is not ready to disclose their plant layout. The machines used by the company
are:

o Sieving machine

o Mixing machine

o Weighing machine
o Divider

o Final Prover

6.Industrial Safety (Various Gadgets Used)

Industrial safety is important as it safeguards human life, especially in high risk areas such
as Nuclear, air craft, chemical , oil and gases and mining industries, where a fatal mistake can
be Catastrophic. Industrial safety reduces risks to people and processes.

The Modern Food Enterprises Pvt Ltd. is also using certain safety measures. There is:

24
 1.Uniform
2.Safety shoe 3. Cap 4. Gloves Safety Line 5.
Jewellery policy 6. Circuit breaker 7. Covering for
equipment 8.Fire alarm

SAFETY LINE: This is the line across which human passage is inhibited. No person should
cross the yellow safety line.

JEWELLERY POLICY: The employees are not allowed to wear any type of jewellery like
earrings, bangles, chain, necklaces etc. Watches are also inhibited.

CIRCUIT BREAKER: If there is any mistake anywhere in the company, the whole
production process will be stopped. The current supply will get cut. After correcting the error,
the supply will be turned on.
COVERING FOR EQUIPMENT: There is covering for each equipment. Maida, sugar, fat
etc are covered immediately after the use. Tube glass, clocks etc are covered by fibre.

FIRE ALARM: The Fire alarm are used in case of Danger. As it Rings every employee
should run through the emergency exit door and gather in the allotted location.

7.Quality Assurance of Products and Services

Quality Check points for raw materials, employee training and finished products analysis can
reduce the risk of product recall and ensure a safe and consistent finished product. When we
visit the factory, we wear a veil that fully covers our hair and we are not permitted to wear
watches, bangles all these are part of safety. Here are some of the points:

o Quality Check points for incoming raw materials

o Magnet at the flour silo to remove metal object in the flour. Flour screens for flour
going into the mixer to remove foreign (non-metal) objects.
o Infestation or pest control checks on incoming bagged ingredients.
o Recording lot numbers of raw ingredients on every batch mixing sheet o Training for
employees on getting injured on the job. o Using Brightly coloured gloves for
different department or allergens. o Trained QA personal to watch for food safety
issue input and process.

25
8.Maintenance Policy
Maintenance Management is an important component of a well-functioning production. It
helps companies maintain their resources while controlling time and cost to ensure maximum
efficiency of the manufacturing process, the utilities and related facilities.

o In this company, there is a maintenance department. Engineering department is having

in charge of this. 4-5% are there in daily and if any issue arises it will be immediately
corrected by them.
o Saturday is the maintenance day. Every machine will be checked. They will put oil in
the conveyer, oven etc.
o If anything happens to a machine (breakdown), production will not be stopped.
Machine from another plant will be used and the production continues.

9.Purchase and Stores

PURCHASE

The Raw materials are purchased from various states including Tamil Nadu, Karnataka, and
Uttar Pradesh. The materials are purchased from various states to avoid raw materials.
STORES

There are different stores in the company.

o Raw material store

o Packing material store
o Flour store
o Cold Storage (10000 kg)
o Salt store (20000 kg)
o Sugar and Atta store
o Bread store

10.Sustainable waste disposal

o Water treatment plant

o Incinerator o Chimney
o Market Return Bread

26
WATER TREATMENT PLANT: To treat the waste water from the plant and then it is
used in the paddy fields and in garden.

INCINERATOR: These are used to burn the waste materials.

CHIMNEY: These chimneys are 60 feet long and is connected to each plant. These are used
to pass smoke from the oven.

MARKET RETURN BREAD: The Bread returned from the market is separated as bread
and plastic cover. Bread is sent to Tamil Nadu which would use as food for cattle, poultry
farm etc, and the plastic cover is also sent to Tamil Nadu which would be recycled.

27
 CHAPTER 4
DATA ANALYSIS AND INTERPRETATION

28
4.1 SOURCES OF INFORMATION
Table 4.1
SOURCES OF INFORMATION

PARTICULARS NO. OF PERCENTAGE %

RESPONDENTS

Advertisements 19 51.4%

Newspaper/ Magazines 2 6%

Recommendations by 15 40.5%
Friends and family

Other 1 2.1%

INTERPRETATION

According to Figure 4.1, 51.4% of people got to know about Modern Food Industries through
Advertisements. 40.5% people got to know about Modern Food Industries through the
recommendations by Friends and Families. 6% through Newspapers/Magazines and 2.1%
through other sources.

29
4.2 SATISFACTION ON PACKAGING OF THE
PRODUCT
Table 4.2
SATISFACTION ON PACKAGING OF THE PRODUCT

PARTICULARS NO OF RESPONDENTS PERCENTAGE %

Highly Satisfied 4 10.8%

Satisfied 27 73%

Neutral 6 16.2%

Dissatisfied - -

Highly Dissatisfied - -

30
 INTERPRETATION

According to the above figure, 10.8% of consumers are highly satisfied with the packaging of
Modern Food Industries, 73% of consumers are satisfied and 16.2% of consumers are Neutral
with the packaging of the product.

31
4.3 SATISFACTION OF PRICE WITH SUBSTITUTES
IN THE MARKET
Table 4.3

SATISFACTION OF PRICE WITH SUBSTITUTES IN THE MARKET

PARTICULARS NO OF RESPONDENTS PERCENTAGE%

Highly Satisfied 7 19.4%

Satisfied 24 55.6%

Neutral 7 25%

Dissatisfied - -

Highly Dissatisfied -
-

32
 INTERPRETATION

The above given table and graphical representation shows that 18.9% of the consumers are
highly satisfied with the price of modern food products compared with other company
products, 56.8% of customers are satisfied, 24.3% of customers are neutral.

33
4.4 SATISFACTION OF PRODUCT WITH
SUBSTITUTES IN THE MARKET

Table 4.4
SATISFACTION OF PRODUCT WITH SUBSTITUTES IN THE MARKET

PARTICULARS NO OF RESPONDENTS PERCENTAGE %

Highly satisfied 8 21.6%

Satisfied 15 40.5%

Neutral 13 37.8%

Dissatisfied - -

Highly dissatisfied - -

34
 INTERPRETATION
The above table and graphical representation shows that 21.6% of customers are highly
satisfied with modern food products compared with other substitutes available in the market,
40.5%customers are satisfied with modern food products, 37.8% of customers are neutral.

35
4.5 RATING OF MODERN FOOD PRODUCTS
Table 4.5
RATE OF MODERN FOOD PRODUCTS

INTERPRETATION

It shows the rating from customers on Modern Food Industries. Most of the customers have
rated 8 out of 10. It helps in understanding the current trend in the market by knowing the
customer rating the company is able to modify their products according to the customer
preferences.

36
4.6 EXPECTATION REGARDING QUALITY AND
PERFORMANCE
Table 4.6
EXPECTATION REGARDING QUALITY AND PERFORMANCE

PARTICULARS NO OF RESPONDENTS PERCENTAGE%

Excellent 7 18.9%

Good 24 62.2%

Satisfactory 7 18.9%

Poor - -

Very poor - -

37
 INTERPRETATION

The above table and graphical representation show that the company has met 18.9% of
customers needs and expectations at a high level, 62.2% of customers are met at a good pace,
and 18.9% of customers are satisfied regarding the quality and performance.

38
 4.7 IMPROVEMENT TO BE MADE IN THE PRODUCT
Table 4.7
IMPROVEMENT TO BE MADE IN THE PRODUCT

PARTICULARS NO OF RESPONDENTS PERCENTAGE%

Yes 15 37.8%

No 22 59.5%

Other 1 2.7%

INTERPRETATION

The above table and graphical representation show that 37.8% of customers are satisfied with
the product and 59.5% of the customers think that further improvement is required. 2.7% of
the customers have other suggestions. By conducting a survey from customers the company
is able to improve and modify their products according to the customer satisfaction.

39
4.8 COMPARISON OF OTHER PRODUCTS
Table 4.8
COMPARISON OF OTHER PRODUCTS

PARTICULARS NO OF RESPONDENTS PERCENTAGE%

Quality 19 48.6%

Taste 9 24.3%

Quantity 1 2.1%

Reliability 2 4.5%

Price 2 7%

Easily available 5 13.5%

40
 INTERPRETATION
The above table and graphical representation shows that 48.6% of compare the quality of the
product with other company products, 24.3% of customers compare the taste of the product
with other company products, 13.5% of customers compare the availability of the product
with other company products, 7% of customers compare the price of the product with other
company products 4.5% of the customers compare the reliability of the product with other
company product, 2.1% of customers compare the quantity of the product with other
company products.

41
4.9 ADVERTISEMENT SHOWN FREQUENTLY
Table 4.9
ADVERTISEMENT SHOWN FREQUENTLY

PARTICULARS NO OF RESPONDENTS PERCENTAGE%

Often 14 37.8%

Not so often 16 43.8%

Rarely 8 18.9%

INTERPRETATION

The above table and graphical representation show that 37.8% of customers often sees the
advertisements, 43.2% of customers doesn’t see their advertisements often, 18.9% of
customers rarely sees their advertisements. If the advertisements are shown frequently it will
get into their sub conscious mind leading them to purchase their products more often.

42
4.10 FACTOR INFLUENCING CONSUMER
BEHAVIOUR
Table 4.10
FACTOR INFLUENCING CONSUMER BEHAVIOUR

PARTICULARS NO OF RESPONDENTS PERCENTAGE%

Yes 22 61.1%

No 15 38.9%

INTERPRETATION
The above table and graphical representation show 61.1% of the customers has been
influenced by their advertisements to purchase their product, 38.9% of customers has not
been influenced to purchase their product.

43
4.11 INCREASE IN PRICE
Table 4.11
INCREASE IN PRICE

PARTICULARS NO OF RESPONDENTS PERCENTAGE%

Yes 24 62.2%

No 13 37.8%

INTERPRETATION
According to the figure 4.11, the above table and graphical representation shows that 62.2% of
customers will buy their products even if the company increases the price, whereas 37.8% of
customers will not buy their proudcts even if the company increases the price.

44
4.12 EFFECTIVENESS OF ADVERTISEMENTS
Table 4.12
EFFECTIVENESS OF ADVERTISEMENTS

PARTICULARS NO OF RESPONDENTS PERCENTAGE%

Yes 27 72.2%

No 10 27.8%

INTERPRETATION

The above table and graphical representation show that 72.2% of customers find their
advertisements effective, 27.8% of customers dose not find their advertisements effective.
They can make their advertisement effective by making their advertisement more attractive
for that we need to understand the needs of the customers.

45
4.13 RECOMMENDATION OF MODERN FOOD
INDUSTRIES
Table 4.13

RECOMMENDATION OF MODERN FOOD PRODUCTS

PARTICULARS NO OF RESPONDENTS PERCENTAGE%

Yes 22 59.5%

No 1 21.7%

Maybe 15 37.8%

INTERPRETATION
The above table and graphical representation shows that 59.5% of customers will recommend
modern food products to others, 21.7% of customers will not recommend their products to
others, 37.8% of customers may recommend modern food products to others.

46
4.14 BUYING SUBSTITUTE PRODUCTS
Table 4.14
BUYING SUBSTITUTE PRODUCTS

PARTICULARS NO OF RESPONDENTS PERCENTAGE%

Yes 8 21.6%

No 14 35.1%

Maybe 16 43.2%

INTERPRETATION

The above table and graphical representation show that 21.6% of customers have thought of
replacing this brand with other brand products, 35.1% of customers have not thought of
replacing this brand with other brand products, 43.2% of customers may have thought of
replacing this brand with other brand products.

47
4.15 PRODUCTS BEING BENEFICIAL TO
CUSTOMERS

Table 4.15
PRODUCTS BEING BENEFICIAL TO CUSTOMERS

PARTICULARS NO OF RESPONDENTS PERCENTAGE%

Yes 32 85.7%

No 4 14.3%

48
 INTERPRETATION

The above table and graphical representation shows that 85.7% of customers find their
products beneficial in their daily life, 14.3% of customers dose not find their products
beneficial. Firstly, for this we need to identify the basic necessities of the customers by
identifying them through advertisement survey. We can provide products which satisfy their
needs by increasing the sales of the company.

49
 CHAPTER 5
FINDINGS, SUGGESTIONS AND CONCLUSION

50
 FINDINGS

1) Through advertisements customers were made aware about different type of products
offered by them.
2) Social Media and Online Advertisements plays a major role in influencing customers to
buy products.
3) Most of the customers are unaware about the variety in their products.
4) The products offered by MFIL are cheaper in price as compared to other similar products
available in the market.
5) As their products are less in price they can be purchased by any categories of customers
without much hassle.
6) Since the purchases are made in person, the customers would be able to ensure quality
and quantity of the products.
7) The advertisements made by the company are less.
8) The Enterprises adapt traditional shopping as compared to online shopping.
9) We got an overview about Modern Food Industries with the help of analyzing the overall
market conditions.

10) The customers came to know about MFIL through advertisements, newspapers, and other
print medias.

11) The customers are satisfied with the packaging of the products and they recommended
further improvements in the packaging.

12) Majority of customers are satisfied with the price of MFIL compared with other company
products.

13) Majority of customers were satisfied with MFIL products compared with other
substitutes available in the market.

14) Through the survey, we got to know that majority of customers, need and expectations
regarding quality and performance were met.

15) It helps in understanding the impact of customers and their purchasing preferences.

51
 SUGGESTIONS
The following are the suggestions of the study:
1) Modern Food Enterprise has the capability of expanding the enterprise by producing
more products according to customer performances.
2) MFIL can implement more promotional activities like online selling for distributing
their products.
3) MFIL needs to set up their branches in rural areas as well as urban areas so that all
categories of customers can have access to their products.
4) All the customers should be notified when the products that the customers were
interested in but were out of stock are restocked.
5) The Company’s website should provide more information about different categories
of products offered, seasonal offers etc.
6) The Company can provide more employment opportunities to the people belonging to
other backward areas by setting up their branches in rural areas.

52
 CONCLUSION
The project reveals that Modern Food Industries Ltd. can reach global level by expanding their
branches worldwide. The Company is successful in producing and distributing their products to
customers. The Company has variety of products ranging from breads to batter and mix, they
also produce seasonal products to their customers. Demand and Market conditions about the
company gave us an overview about how well-known their products are to customers. The
Company can improve their marketing conditions by adopting new production techniques.
From the research, we can conclude that Modern Food Industries has vast number of franchises
all over India mostly in Urban areas, which can also be expanded over Rural areas as well.
Forming branches in backward regions can create employment opportunities to the people in
those areas. We were able to study the satisfaction level of consumers towards Modern Food
Industries and the effect of advertisement on consumers, and to analyse the market condition
with respect to Cochin Corporation.

53
 BIBLIOGRAPHY

1) Modern Foods
https:// www.modernfoods.co.in

2) Business News Daily

https:// www.businessnewsdaily.com

3) MoEngage
https:// www.moengage.com

4) Future Learn
https:// www.futurelearn.com

5) Hand Book of Food Processing Technology:

Vol 1 – SC Bhatia

6) Food Processing and Preservation – Deepak Mudgil and Sheweta Mudgil

7) Market Analysis
Assessing Your Business Opportunities – Robert E. Stevens, Phd.

54
 ANNEXURE
QUESTIONNAIRE

Questions to the Customers

Personal Details

Name:

Gender: Male ____ Female ____ Others ____

Age:

Occupation:

Kindly choose the options:

1) How did you come to know about Modern Food Industries?

a) Advertisements
b) Newspaper / Magazines
c) Recommendations by friends and family
d) Other
2) Are you satisfied with the packaging of the product?
a) Highly satisfied
b) Satisfied
c) Neutral
d) Dissatisfied
e) Highly Dissatisfied

3) Are you satisfied with the price of Modern Food Products compared with other
company products?

a) Highly Satisfied

55
 b) Satisfied
c) Neutral
d) Dissatisfied
e) Highly Dissatisfied

4) How satisfied are you with Modern Food Products compared with other substitutes
available in the Market?

a) Highly Satisfied
b) Satisfied
c) Neutral
d) Dissatisfied
e) Highly Dissatisfied

5) How much would you rate Modern Food Products on a scale of 1-10?

a) 1
b) 2
c) 3
d) 4
e) 5
f) 6
g) 7
h) 8
i) 9
j) 10

6) How did they meet your needs and expectation regarding quality and performance?
a) Excellent
b) Good
c) Satisfactory
d) Poor
e) Very Poor

56
7) Do you think any further improvement is needed for the product according to your
expectation?
a) Yes
b) No
c) Other

8) What are the difference shown by Modern Food Products while comparing with other
products?
a) Quality
b) Taste
c) Quantity
d) Reliability
e) Price
f) Easily Available
g) Other

9) How often do you see their advertisements?

a) Often
b) Not so often
c) Rarely
d) Other
10)Has their advertisement influenced you to purchase their products?
a) Yes
b) No
11)If the company increases the price of their products, will you buy the products again?
a) Yes
b) No
12)Do you think their advertisements are effective?

a) Yes
b) No

57
13)Will you recommend Modern Food Products to Others?
a) Yes
b) No
c) Maybe

14)Have you ever thought of replacing their brand with other products?
a) Yes
b) No
c) Maybe
d) Other

15)Has their products been beneficial to your daily life?

a) Yes
b) No

58