Marketing opportunities of branded pulses (kitchen treasures) through kudumbashree units in cochin corporation
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Date
2017
Authors
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Publisher
College of Co-operation Banking and Management, Vellanikkara
Abstract
1. Majority of the respondents are of the age group of 31-40 and 75 percent of
them were having upper primary education which indicates most of the
respondents were capable to undertake marketing activities of branded pulses.
2. The respondents were classified based on their employment position, it was
seen that 47 percent of respondents were housewives and 38 percent were self
employed.
3. Majority 8 percent) of respondents were having nuclear family and 40 percent
of the respondents had a monthly family income of Rs.10001-20000.
4. In the case of consumption pattern of pulses, most of respondents were health
conscious and variety seeking followed by respondents who were consuming
pulses according to their need and convenience which accounts for 70.46% of
the variant. There were comparatively less respondents who were price
conscious. It was clear from the exploratory factor analysis that pulses plays a
vital role in the daily diet of Keralites, and the consumers are forced to
purchase pulses even if the price shoots.
5. The major factors influencing purchase decision of pulses consist of the
variables taste, purity, quality, easy to cook and packaging followed by the
second factor consist of variables like SKUs, price and loose availability. The
third factor consists of shelf life which accounts for 61.903%of the variant.
6. Nearly 85 percent respondents were well aware of the brand Kitchen
Treasures and 46 percent of the respondents were consuming more than one
products of this rand.
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7. Majority of respondents (64 percent) are ready for marketing Kitchen
Treasures’s branded pulses and remaining 36 percent are presently not
interested in marketing activities.
8. Financial crisis (29%) and profit chances(17%) were the majorreasons for
undertaking the marketing activities followed by unemployement and need
for independence as main reasons. Also it was clear from the study that most
of the units were not engaged in any group business or income generating
activity.
9. Among the respondents 36 percent were wish to get the stock that would
reach kudumbashree outlets and 27 percent respondents wish go and get the
stocks from company.Also 37.5 percent wish to make orders through
telephone booking followed by 27 percent were interested in fixed monthly
stock.
10. Among the interested respondents 42 percent of respondents prefer to market
the product inside the town. And 20 percent of respondents were preferred to
market the product in their locality followed by 2.5 percent respondents who
were planning to market it outside the town.
11. Around 61 percent of respondents were willing to take a total of 20-40
packets of branded pulses as their initial purchase
Description
PG
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