4.

1 DATA ANALYSIS AND INTERPRETATION

The Analysis of data involves identifying the relations of quantified information to

the research problem in hand. Here percentage analysis is the tool for analyzing the
data and establishing a relationship between the information gathered and the
research problem.

INTERPRETATION
The process of drawing inferences from the analyzed data in a research process is
called as interpretation. It refers to the technique of drawing inference from the
collected facts and explaining the significance of those inferences after
an analytical and experimental study. It is a search for broader and more abstract
means of the research findings.

.1 CONSUMER BUYING BEHAVIOUR QUESTIONNAIRE ANALYSIS

SAMPLE SIZE DETAILS:
Sample Population: Business Person, Service Person, Student, Housewife's Etc.
Sample Size: 50 Consumers

Q.1 Which kind of flour do you use regularly?

Table 4.1 Types of Flour using by consumers
Sl.
No Category Number
1. Wheat Atta 46%
2. Multigrain Atta 18%
3. Sugar control 12%
4. Fortified Atta 8%
5. Others 16%
Source: Primary data
 Others; 16.00%
Fortified Atta; 8.00%
Wheat Atta; 46.00%
Sugar control; 12.00%

Multigrain Atta; 18.00%

Figure 4.1 Types of Flour using by consumer

Inference:
It Can be revealed that 46%f the respondents use Wheat Flour. And the next best
usage is of Multigrain Atta by 18%,Other flour are used by 16%.Sugar control and
fortified Atta are least preferred by the consumers in the modern or present market
condition.
- Majority of the consumers prefers and uses wheat flour than any other type
of flour.

Q.2 Which brand of flour do you purchase?

TABLE 4.2 Most Preferred brands

Sl.
Brand Number
 No

1. Aashirvaad 38%
2. Shaktibhog 20%
3. Lakshmibhog 8%
4. Patanjali 16%
5. Others 18%
Source: Primary data

Others; 18.00%
Aashiwaad; 38.00%
Patanjali; 16.00%

Lakshmibhog; 8.00%
Shaktibhog; 20.00%

Fig.4.2 Most Preferred brands

Inference: From the above chart it has been analysed that majority of the
consumers(i.e.) 38% of them prefer Aashirvaad as a brand to be used which is
followed by Shaktibhog , Patanjali& Others by 20%, 16% & 18% responses
whereas lakshmibhog flour is used by 8% only.
- Aashirvaad flour is the most preferred brand among consumers than its
competitors.

Q.3 From where do you purchase flour?

TABLE 4.3 Places Of Purchase
Sl.
No Type Number
1. Supermarket 40%
 2. Local Kirana 32%
Shop
3. Local Mill 12%
4. Online 6%
5. Others 12%
Source: Primary data

Others; 11.76%
Online; 5.88%
Local Mill; 11.76% Supermarket; 39.22%

Local Kirana Shop; 31.37%

Figure.3 Places of Purchase

Inference:
- It can be analysed from the above graph that out of the total responses,
39% prefer supermarket as their place of purchase.

Q.4 What is important for you when buying flour?

TABLE 4.4 FACTORS INFLUENCING BUYING DECISION

Sl. No Characterstics Number

1 Price 14%
2 Brand Value 16%
3 Family Loyalty 4%
4 Certified by reputed 6%
agency
5 Quality 40%
6 Packaging 12%
7 Availability at nearby 8%
 stores
Source: Primary data

Availability at nearby stores; 8.00%

Packaging; 12.00% Price; 14.00%
Brand Value; 16.00%

Family Loyalty; 4.00%

Certified by reputed agency; 6.00%
Quality; 40.00%

Chart 1.4 FACTORS INFLUENCING BUYING DECISION

Inference: From the above graph that it can be identified that 40% of consumer‟s
buyingdecisions are influenced by quality. The price and brand value of flour
have 14% and16% influence on buying decision.

Q.5 What quantity of flour do you generally prefer to buy?

TABLE 4.5 Quantity Of Flour

Sl. No Quantity Number

1 1 kg 4%
2 2kg 16%
3 5kg 24%
4 10kg 38%
5 40kg 18%
Source: Primary Data
 Figure 4.5 Quantity Of Flour
40kg; 18.00% 2kg; 16.00%
1kg; 4.00%

5kg; 24.00%
10kg; 38.00%

Inference
- It can be analyzed that 38% of the consumers prefer to buy 10kg flour and 24%
of the consumer use 5kg flour.
Whereas the next most preferred quantity is 40kg &2kg flour. And 1kg flour is
least preferred by the consumers.
- Consumer mostly favors and prefer their Quantity of 10kg.

Q.6 . Which advertising media influence you the most?

TABLE 4.1.6Types Of Advertising Media

Sl. No Media Type Number

1 Television 36%
2 Banner & Hoardings 30%
3 Newspaper 6%
4 Internet 8%
5 Word of Mouth 20%
Source: Primary Data
 Types Of Advertising Media

Word Of Mouth; 20.00% Television; 36.00%

Internet; 8.00%

Newspaper; 6.00%

Banner & Hoarding; 30.00%

Inference: It can be concluded that having almost 36% of the responses are
influenced by Television. The next most influencing media is Newspaper
impacting the buying decision. Banners & hoarding , word of mouth , and internet
is the least influencing among all media.
TV Ads are the most influencing Ad impacting the buying decision of different
consumer segments.

Q.7 How much you like this brand?

Table 4.7 Opinion of customer

Sl No. Response Number

1 Strongly Like 44%

2 Do Not Like 4%
3 Strongly don,t Like 2%
4 Like This brand 28%
5 Neutral 22%
Source: Primary data
 Opinion Of Customers

Neutral; 22.00%
Strongly Like; 44.00%

Like ; 28.00%
Strongly don,tLike; 2.00% Do not like; 4.00%

Inference: It can be revealed that almost 44% users strongly like this brand, 4%
and 2% of the respondents don,t like this brand.

Q.8.Have you purchase Aashirwaad atta?

Table 4.8 Number of customers who have used Aashirvaad flour

Sl No. Response Number

1 Daily 6%
2 Weekly 30%
3 Monthly 36%
4 Yearly 8%
5 Never 20%
Source:Primary data
 No. of customers who have used Aashirvaad Flour

Never; 20.00% Daily; 6.00%

Weekly; 30.00%
Yearly; 8.00%

Monthly; 36.00%

Figure 4.8

Inference:It can be concluded that 36% of respondents have used Aashirvaad

Flour On monthly basis and 30 % of respondents used this flour on weekly basis.
Majority of respondents used Aashirvaad flour on monthly basis.

Q.9 Give a Rank the brand of flour according to your preference.

Table 4.9 Rating Of Brand Performance

SI NO. BRAND 1ST 2ND 3RD 4TH 5TH
1 Shaktibhog 7 15 18 4 7
2 Aashirvaad 19 10 13 4 4
3 Patanjali 11 3 7 14 4
4 Lakshmibho 5 9 9 19 8
g
5 Others 5 1 2 6 36
 Rating of Brand Performance
6

Axis Title 3

0
Shaktibhog Aashirvaad Patanjali Lakshmibhog Others

Figure 4.9

Inference: It is visualized that 19 respondents has given first rank and 10 gave
Rank 2nd to Aashirvaad flour. Lakshmibhog brand is the least preferred brand
among consumers.

Q.1010Why do you purchase the same brand?

Table 4. 10 Reason for brand loyalty

Sl.
No Category Number
1. High quality 44%
2. Brand Image 20%
3. Easy availability 18%
4. Value for money 14%
5. Others 4%
Source: Primary data
 Reason for brand loyalty

Others; 4.00%
Value for money; 14.00%
High quality; 44.00%
Easy availability; 18.00%

Brand image; 20.00%

Figure 4.1.10

Inference: It can be revealed that 44 % of respondent’s reason for brand loyalty is

its high quality. Easy availability and Brand image are the next reasons.

Q.11 Is this brand is trustworthy?

Table 4.11 Loyalty of brand

Sl No. Response Number

1 Strongly agree 48%

2 Disagree 6%
3 Agree 32%
4 Strongly disagree 8%
5 Others 6%
Source: Primary data
 Loyalty of Brand

Others; 6.00%
Strongly disagree; 8.00%

Strongly agree; 48.00%

Agree; 32.00%

Disagree; 6.00%

Figure 4..11

Inference: It can be concluded that 48 % customers trust this brand. And 6%

respondents disagree with the loyalty of this brand. So majority of the customers
trust this brand.

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