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CHAPTER 1

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C H A P T E R 1

I N T R O D U C T I O N

Consumer behaviour in the world of marketing is very necessary to judge for the success of the

product. Ready-to-eat food especially market segmentation based on food-related lifestyles can

be applied to develop proper marketing strategies.The corner stone of every marketing strategy

is the buying behaviour of the consumer and the behavioural pattern of the consumer towards

particular product. So, in order to sell the product in the market it is necessary to know the

consumer behaviour towards the product and than frame the marketing strategies accordingly

The relevance and importance of understanding the consumer behaviour is rooted in the modern

marketing concept it means that the manufacturers attention has switched over from the

products to the consumers and specially concentrated on the consumer behavior, the

manufacturers possess no control over the behaviour of consumers.A careful study of consumer

behaviour will facilitate the marketer in determining the size, form, style, color, package, brand

etc. In this project an attempt has been made to study the various factors which affect the

consumers while they purchase branded Prawnoes.

Ready to Eat Products.

Ready-to-eat Snack Food Industry is a potential market with consumers not being brand

loyal there is always a scope for new entrants with new innovative products. Consumersgenerally like to try new products emerging in the markets.

Prawnoes, is the first Prawn Flavored Ready-to-eat Snack Food. Usually, extruded products are

prepared using flour , which have less protein content and are limited in some essential

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amino acid . By incorporating protein rich Prawn Flavor, the product is enriched snack

food.

The Promoter is young educated entrepreneur. She intends to start a Food Products

Manufacturing Unit at Industrial Development Area, Aroor Panchayath in Alleppey

District. She is a social worker and having contact in the society and credibility in the

locality besides an Industrialist

The extruded food products that are currently available in the market are prepared using

cereal flour, which have less protein content and are limited in some essential amino acids. Fish

is an ideal health food as it is high in protein and low in fat and calories. Fish and fish

based products are gaining more importance among the present population due to its

nutritional health based advantages.

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CHAPTER 2

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C H A P T E R 2

I N S T I T U I O N A L P R O F I L E

The Central Institute of Fisheries Technology (CIFT)

The Central Institute of Fisheries Technology (CIFT) set up in 1954 is the only national center in

the country where research in all disciplines relating to fishing and fish processing is undertaken.

The institute started functioning at Cochin in 1957. The institute has stick on mandates like

conduct basic, strategic and applied research in fishing and fish processing, develop designs for

fuel efficient fishing vessels and fishing gear for responsible fishing, develop technologies for

commercial isolation of bioactive compounds and industrially important products from fish and

fishery wastes, design innovative implements and machineries for fishing and fish processing

and pilot plants for facilitating commercialization of technologies developed, advanced research

in food safety in fish and fishery products and provide training and consultancy services in

fishing and fish processing.

By incorporating fish mince along with cereal, CIFT has produced a fish based protein

enriched and delicious extruded snack food product, PRAWNOES (Fish Kure). This

nutritious and delicious snack provides alternative to the high fat and low-protein

convenience store snacks. The rapid economic and population growth is set to fuel

expansion of the snack food industry in India and the extruded food like Prawnoes can

likely become highly poloraised between premium and economy offerings.

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Prawnoes flavours

Ingredients details of available snacks in the market

Prawnoes Contents

Rice meal, corn meal, Refined vegetables oil, salt, spices condiments(chilly powder, black

pepper powder, turmeric powder, fenugreek powder, permissible identical shrimp and onion

flavor and seasonings, acidity regulators(E330) Anti caking agent(E551) and anti oxidant(E3000

contain

Lays

Potato, vegetable oil, milk solids, Refined sugar, Salt, Tomato powder, spices condiments,

capsisum powder,Garlic powder, Pepper powder, Ginger powder, clove powder, cinamamon

powder,wheat, fiber,dextrose, citric acid, tartaric acid.

Cheetos

Maida, edible vegetable oil, starch, sugar, salt, potato powder, spices condiments, Garlic powder,

onion powder, chili powder, Tomato powder, citric acid.

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Kurkure

Rice meal, edible vegitable oil,corn meal, Gram meal, Starch, spices and conments,onion

powder,chilli powder,coriander seed powder, amchur powder, Garlic powder, ginger powder,

blackm pepper powder, Turmeric powder, spices extract,fenugreek leaf powder, salt,sugar, black

salt, Tomato powder,Citric acid ,Tartaric acid, dextrose, Milk solids

Bingo

Potato, Edible vegetable oil, milk solids, Refined sugar, dextrose, Iodised salt, Dehydrated

vegetable powder, spices & condiments(Dried parsley leaves, soya sauce, cheese powder,

Acidity regulation, Anti caking agents, flavour enhancer,

CIFT-ZTM-BPD

The Business Incubation Centre (BIC) managed by the ZTM-BPD Unit supports operations on

business projects as a measure of enhancing the foundation for new technology based industries

and establishing a knowledge-based economy. It focuses on finding new ways of doing business

in fisheries and allied agricultural fields by finding doors to unexplored markets.

The Incubator at CIFT differs from traditional Business Incubators as it is tailored specifically

for technology based industries and is operational at an area with a high concentration of fish

production

This industry-specific incubator also allows new firms to tap into local knowledge and business

networks that are already in place. BIC offers their services to industries not only in Cochin, but

also all over India through virtual incubation.

Beyond promoting business growth, the Centre is also trying to bring its benefits to all the

fisheries communities in India.

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CHAPTER 3

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C H A P T E R 3

O B J E C T I V E S & M E T H O D O L O G Y

OBJECTIVES

To ascertain the awareness of consumers towards the snacks

To check the consumer accessibility to the product.

METHODOLOGY

Here mainly deals with exploratory research. The research was done with the main aim to find

the following

To find out the opinion and satisfaction of the customers after using the products of

CIFT.

Questionnaires Design Process

Using Primary and Secondary data

Data Collection by Survey Method.

Gathering Distributors details

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CHAPTER 4

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C H A P T E R 4

R E S U L T S & D I S C U S S I O N

The survey conducted as three phases to explore more about snacks accessibility among the

consumers. On the first part tried to study about the snacks consuming. The second phase

designed to improvement the product sale in market. Finally the last phase helps to explore the

product accessibility among the consumers. Results are follows

Phase I Survey

Phase I Surveyshowing the snack consuming interest among the people

The first phase of the survey is connected with income, age and education of the consumers .On

the first phase of the survey revealed that most of the people showing interest to snacks

especially to Prawn flavours.

230

240

250

260

270

280

290

Snack consuming Consuming all

kind of snacks

Like Prawn

Snacks

N

o.o

fpeople

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Phase II Survey

The second phase survey has concentrated on Prawnoes Snacks. This phase is also a critical one

because of product accessibility factors are revealing on the same. This survey explored that

most of the people like prawnoes based on flavor, Packaging and Taste. However the main thing

revealed that the product should be improving the taste. Consumer suggestions are follows..

Consumer interesting factors of Prawnoes

0

50

100

150

200

250

300

Flavour Packaging Taste

No.o

fPeople

0

50

100

150

200

250

crispness Thickness Size New flavour

No.o

fP

eople

Series1

Consumer interesting factors of Prawnoes

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Improve the crispiness of the product

Reduce the Thickness

Introduce more flavours

Reduce the size of the snacks

Phase III Survey

The above survey results are facilitate to improve the quality of the products. This phase got

positive results among the consumers. Based on the survey results CIFT could improve the

quality and other mentioned factors revealed in the survey.

Graph showing IIIrd

Phase survey Results

280

282

284

286

288

290

292

294

296

crispness Thickness Size New flavour

No.o

fPeople

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Nutritional Analysis of prawnoes and other products

0

100

200

300

400

500

600

587

13.8

529

435.7

0Kcal/100g

Nutritional Content

PRAWNOES

0

100

200

300

400500

600558

5.853

0.535.7

Kcal/100g

Nutritional Content

KURKURE

Series1

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0

100

200

300

400

500

600 542

855.4

5.4 32Kcal/100g

Nutritional Content

BINGO

Series1

0

100

200

300

400

500

600544

754.7

7.6 33

Kcal/100g

Nutritional Content

Lays

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0

100

200

300

400

500

492

6.8

63.8

4.5

232

Kcal/100g

Nutritional Content

Cheetos