CHAPTER 1; INTRODUCTION

INDUSTRY PROFILE

Introduction to internship

Internship an integral part of academic curriculum of VTU MBA. It is an imitative to

bridge the gap between knowledge and its application through a series of
interventions that will enable students of VTU MBA program to gain insights and
exposure to the industry.

This internship project was conducted for a period of 10 week which serves the twin
purposes of providing critical business insights to students as well providing the
industry with graduates of high calibre who are ready to get ahead in the world from
day one.

The internship project provides a great experience and a good platform to learn about
the day to day management operations of an organizations and helps in improving a
students’ overall personality. It gives an opportunity to involve in organization’s
various activities like collecting feedback from the users, enquiring with potential
buyers, closing of actual sale

Introduction To Incense Industry

Incense has been utilized for restorative purposes and for gracing religious
ceremonies for a large number of years. Indian Incense has a long history, finding a
specify as right on time as 5,000 BCE, where the Vedic writing has uncovered the
hugeness of incense. Indian incense is known for the rich custom, and Indian incense
has likewise been a leader to set up the estimation of incense at an early age.

Indian incense takes pride in being held as the principal composed and uniform
arrangement of the incense making methodology the world over. At first, was utilized
to cover scents and make pleasurable odors, as specified by the Vedic writings. It was
the therapeutic ministers of the former time who were instrumental in rehearsing a
sorted out incense-production technique in India, as that is currently viewed as the
cutting edge arrangement of incense making process.

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As a result, it was the Ayurveda restorative framework that gave the base on which
the advanced and the most sorted out method for incense-production was constructed,
and that is still practically speaking starting today. Following the historical backdrop
of Agarbatti the most established and the most ward source that tosses light on this
fine incense appears as Vedas. The Rig Veda and the Atharva-veda are held as unique
sources to gather insights with respect to the history. Incense-consuming, the principal
enrolled method for utilizing incense, was put to use to fill therapeutic needs and to
make satisfying scents. The primary stage having a place with Ayurveda manages the
utilization in solutions, where it was used as a restorative instrument for mending
purposes. Priests were the main specialists, who took to the errand of incense-
production in the beginning periods.

From filling in as a mending apparatus it accumulated energy and was utilized for
different purposes, as on account of religious Hindu practices. As early Hinduism
understood the criticalness and made full utilization of incense, it slowly discovered
its approach to wind up a piece of Buddhism that took establishes in India. Indian
incense holds a favored position ever, and it was the Agarbatti that accumulated
grounds to achieve China, by method for the Buddhist priests who discovered their
approach to China around the season of 200 CE.

The Ayurvedic standards were instrumental in recognizing the fixings that should
have been utilized as a part of the incense-production process. The fixings, according
to the Ayurvedic standards, were put in five classes, as that appeared as organic
products, roots, stems and branches, blooms and takes off. Generally, Star anise,
Sandalwood, Turmeric, Clove, and Patchouli filled in as a portion of the elements for
making incense, among alternate fixings that were pushed by the early Ayurvedic
standards.

There are two classifications that have a place with Indian Incense, with the masala
signifying "zest blend" and charcoal imbued with fundamental and total oils. Masala
incenses are delivered by blending strong scented fixings to shape a glue, as the glue
at that point gets moved on to the bamboo center sticks, which fill in as one of the
alternatives to make this incense. Masala incenses disclose distinctive sub-gatherings,
perceived as the champas; this incense is a piece of a group of Indian fragrances that
reminiscent of the champa blossom, otherwise called plumeria. Numerous champa

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incenses additionally incorporate plumeria using its rich, sweet, aroma. Champa
additionally generally incorporate a sap separated from the Ailanthus tree alongside
Sandalwood and different flavors. Champa is normally connected with botanical and
hearty smells with lighter notes from the sandalwood. Dhoops are another Masala
write they are generally delicate malleable incense without any center or stick.
Numerous dhoops have exceptionally thought aromas and put out a great deal of
smoke when consumed. At the point when unscented sticks Covered in superb
charcoal powder are dunked in to a blend containing scents or that of basic oils, the
charcoal incenses are created. You should choose which is appropriate for you.

Origin of the Industry:

The origin of using aromatic substances can be traced back to the Stone Age or
probably even before that. Let’s take a look at how incense has influenced cultures
across the world!

India is often considered the home of incense; it is eulogized in the Vedas, back in the
era 5000 B.C. The traditional well-known scents of ancient India were Jasmine, Rose,
Sandalwood, Champa and Cedar & Musk. Ancient Sanskrit texts contain many
beautiful descriptions of festive occasions when incense was burned in the homes and
streets. Fragrant waters were sprayed on the thorough fares and scented flower
garlands adorned and decorated buildings and entrance ways. In fact, flowers, which
have deep spiritual connotations in Hindu philosophy, are among the chief sources of
incense in India. Along with flowers; incense sticks and dhoop are a part of the 16
essential offerings in the Hindu ritual – the others being betel leaf, betel nut, camphor,
cardamom, cloth, clove, diya (lamp), grain, naivedhyam (a mix of nine offerings),
sandalwood paste, sweets and water.

Indeed, fragrance has played a dominant role in Hindu religious rituals since Vedic
times and is intimately linked to the havan or yagna i.e. the sacrificial fire. Offerings
or oblations consisting of aromatic and medicinal herbs, resins, barks, leaves,
exudates (gums which flow from trees) twigs, roots & seeds along with foodstuffs and
ghee were offered to Agni, the god of fire who, according to mythology, carried them
to the celestials. This was done to appease the gods for ushering in prosperity or
avoiding disaster. The emanating fumes with their unique aromatic properties purified
the environment and had a vitalizing and invigorating effect on individuals, besides

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acting as a natural disinfectant. They were said to ward off evil spirits, alleviate
anxiety and create

Experiencing the divine presence. In fact fragrance is considered as a divine attribute

and is said to manifest the presence of gods as well as gratify them.

It is this dhoop aaradhana which has transformed over the ages, for convenience &
practical reasons, into the present day agarbattis. Agarbattis, also known as joss sticks,
incense sticks or prayer sticks, are today used in all temples and domestic offerings by
millions all over the world.

Burning of incense has been an integral part of all ancient civilizations. Fortunes were
spent on incense and trade routes established with incense in mind. Among the most
important ancient fragrances were Frankincense (Olibanum) and Myrrh, but the resins
of various other plants have also been collected and traded since 3000 B.C.

Gums and resins of aromatic trees were imported from Somalia in the Arabian
Peninsula to ancient Egypt to be used in religious ceremonies. The tomb of
Tutankhamun in the Valley of the Kings at Thebes was found to have huge quantities
of perfumes, oils and incense surrounding his mummy. For Egyptians, incense held a
direct connection with the dead. Each type of incense had a specific purpose and
effect.

The Babylonians used incense extensively while offering prayers or divining oracles.
It was imported into Israel in the 5th century B.C. where special gold altars were
erected for it in the ancient Temple of Israel. According to one theory, it spread from
there to Greece, Rome and India.

The sophisticated Greeks appreciated aromatic sources such as the turpentine tree,
myrrh, frankincense and cinnamon. Enormous amounts of money were spent on these
exotic imports. These were burnt as oblation & for protection. More precious
perfumes, incenses and spices came as imports through Arabia along well established
incense routes, to be eagerly purchased by Mediterranean merchants to satisfy the
increasing demands of the European markets.

In Rome it was an important element in public and private sacrifices, especially in the
worship of the emperor. M extremely powerful Resin Drop Incense, whose recipes

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were given through Voice or Vision e. g. Moses was given recipes by the Creator
during his encounters on the Mount. It is well known that when Jesus was born,
frankincense and myrrh were presented to him along with gold by the three wise men
of the East. Today Roman Catholic as well as Protestant and the Eastern Orthodox
Churches use incense at mass and in many other ritual.

Growth of the industry:

The accessibility of incense sticks in the present shape, to a substantial degree, must
be attributed to the ambitious idea of the Hindu people group, for the most part from
the south India. It was they, who began influencing utilization of bamboo to stick as
the center, and a sticky wood powder as the coupling medium to apply the mass to
these sticks by hand-moving procedure. They had a cozy information of perfumery
materials like Civet, Musk, Saffron, Barneol, Cloves, Cassia, Agar wood,
Sandalwood, Gum, Benzoine, Halmaddi Etc., Dry blooms and roots like Rose and
Vettivert, leaves like Davana, Patchouli and so on other than attars of Rose, Sandal,
Khus and Hinawhich they used to create amazing incense sticks of rumored
characteristics. One factor which has stayed consistent where this industry is
concerned has been the way that every individual fabricates viewed his item as one of
a kind and unique. Each incense stick has dependably been hand-moved by the person
without in at any rate utilizing any mechanical gadget in its produce. However, today
a few organizations are utilizing hardware for assembling of incense sticks.

Present status of the industry:

Fragrances from China and Thailand have begun filling the Rs 4,000-crore worldwide
incense stick showcase shaking the customary Indian fortification over the business.
Indian agarbatti creators, with a Rs 1,800 crore turnover, offer legacy aromas as their
USP.

Chinese and Thai incense stick exporters, then again, have begun utilizing
development in bundling and configuration to win Western markets, which has
prodded Indian agarbatti producers to go with the same pattern. India sends out near
Rs 350 crore worth of incense sticks each year.

"The market, overwhelmed by Indian players, is seeing rivalry from Chinese and Thai
producers who offer development in their bundling and appropriation," says Mr Arjun

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Ranga, Managing Partner of Mysore-based N R Group, one of the most seasoned and
biggest makers of agarbattis in the nation.

Developments:

The Chinese, for example, have acquired developments, for example, petition packs
and fragrance incense boxes that accompany embellishments. These sets, including
two sacks of incense sticks, four packs of incense cones, a light and incense holders
offer toward the Western buyer. Contrasted with this, the Indian pocket looked
obsolete. "As Chinese and Thai items are more receptive to universal outlines, we
can't stand to disregard the patterns," he says.

NR Group has in this manner propelled Iris, an incense stick brand to suit the
necessities of the worldwide client. For example, the incense stick sets accompany
African prints or the British checks or pastels, with regards to the outline patterns of
the year.

Bangalore-based Moksh Agarbattis too has acquired 'better bundling and present day
outlines for the fare advertise.' Mr K.K. Rao, General Manager, Moksh Agarbattis,
says that it's just recently that the Chinese incense sticks are found in the worldwide
market. "They are as yet the pioneers in the crude stick showcase (sticks without
incense), yet we see some of them now offering fragrant sticks," he says.

Despite the fact that the US and Europe have customarily been expansive markets for
agarbatti sends out, recently, the South American market has taken to incense sticks
bigly, brings up Mr Arjun. "Agarbattis have changed from being religious items to
otherworldly items. As a matter of fact, it's hip to light incense sticks in Brazil and
Argentina now, it says.

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 1.2 COMPANY PROFILE

Company name :P S MARKETING

Established :May 14TH 2015
Category :FMCG
Sub category :Incence or Agarbatti
Address : 25, Beside Guest House, APMC Yard, BALLARI-583101
City :Ballari
State :Karnataka
Pin code :583101
Country :India
Approval status : Registered under small scale industries
Contact Info :7411452733, ps_agarbattis@[Link]

i. Promoters :B. Thimma Reddy

:[Link] Reddy

:K. Shiva Reddy

:K. Shashikanth Reddy

ii. Vision, Mission & Quality Policy

Vision Statement

Satisfaction of consumer needs and wants through systematic and regular customer
services.

Mission Statement

To enhance the wealth generating capability of the enterprise in a local environment

delivering superior and sustainable to customers.

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 Quality policies

The customer is the sole focus of the business.

Company constantly Endeavour towards consumer satisfaction by delivering products

and services of the best value and quality

Company strives to honors our commitments, implied, to both, our internal and
external customer. Company stress on integrity, transparency and consistency in all
our dealings. Company always strives to have a trusting, mutually beneficial and
long- lasting relationship with our business associates. Company seeks to maintain a
warm, positive and friendly work. Company empowers people at appropriate level to
achieve their goal.

Company recognizes and reward merit and performance.

i. Products

Bhahubali Supreme Incense

Sai Dharshan Tube Agarbatti

Pavitra Regular agarbatti

Pavitra Premium agarbatti

Sai Dharshan Zipper pouches

Sai Dharshan Large box (100 sticks)

Sai Dharshan Medium size box (35 gms)

Sai Dharshan Small size box (12 gms)

ii. Area of Operation:

BELLARY CITY, HOSPET, HB HALLI, MM HALLI, [Link],

SIRUGUPPA, SINDHANUR, MANVI, RAICHUR, CHELLAKERE

iii. Infrastructure facilities:

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1200sq ft mfg facilities

Workforce with skilled labour

Sales force

Packaging machinery

Dipping and packaging equipment’s

iv. Competitors/ Industry Leaders

1. Dharshan International – Black stone, White stone.
2. Patil parimala works- Ullas, Sanvi.
3. Mysore deep perfumery- Z black.
4. Incense creators- Vaastu.
5. Mangaldeep agarbatti (ITC).
6. [Link] rao & sons (Cycle brand).
v. SWOT analysis

Strengths:

1. Large labour base

2. Known for quality of the product
3. Strong management team

Weakness:

1. Lack of budget on advertisement to create brand awareness

2. Lack of financial fund for expand the volume of business opportunities

Opportunities:

1. Large export market potential

2. Making the brand enter in to state level and national level recognisation
3. To become leading company

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Threats:

1. Intensity of competition is very high from other brands

2. Future prospects of the industry:

Traditions in incense produce have changed minimal throughout the hundreds of

years with the exception of in the scope of scents advertised. In old circumstances,
just normally fragrant saps or woods like sandalwood and patchouli were utilized for
incense. Current aroma creation enables practically any fragrance to be copied, and
aromas are accessible now that couldn‟t be offered previously. Illustrations
incorporate green tea, sweet stick, blueberry, pumpkin pie, and gingerbread incense.

The custom of utilization of incense is likewise prone to change later on and in

Western culture. In India, a few sticks of incense might be singed each day in a
regular home, while, in the United States, clients of incense may just consume one
stick seven days. Incense-creators trust the assortment, adequacy, and minimal effort
of incense sticks will make them more well-known than air fresheners and room
deodorizers made with counterfeit aromas. Likewise, the notoriety of reflection and
fragrance based treatment have prodded incense deals among customers who need
their uncommon snapshots of calm and unwinding to recuperate and delightfully
scented.

The reality of the matter is that a considerable measure of work must be done to spare
the business. This industry can possibly hold its low and top of the line markets and
gigantic business base with the assistance of appropriate arranging. With the
disposing of exchange hindrances, Global markets open up a sea of chances for the
business, particularly considering the way that separated from a couple of Asian
nations, whatever remains of the world is insensible about the item. Indeed, even now
around 20% of the aggregate creation is traded.

There is an absence of labor the world over to deliver such a work arranged item.
„Eco-friendly‟, „User-friendly‟, „Handmade‟, „Therapeutic‟, these words can fill in
as the pennants to draw in the western markets. Contributions to bio-innovation, tissue
culture and other R&D can guarantee a positive development for the business and
make high-esteem included items that are required for trade markets, in this way
helping a large number of workers to achieve a superior financial status.

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 Chapter 2: Conceptual background and Literature review

Theoretical background of the study:

Points of interest of limited time system

The restricted time methodology is a two-way correspondence amidst association and

buyer arranged basically to grow bargains, every now and again by attracting new
customers. Brand building is a side effect of restricted time methodology,
notwithstanding it isn't the reason. Constrained time strategies give away something,
regardless of whether it is free thing, money or diverse rewards, as a way to deal with
gain clients who may not be pulled in to the thing under ordinary conditions.

Important points of limited time methodology

Movement

The measure of the money related remittance mindful or desperate customer business
segment is substantially more vital than the business part of high-wage people with
vast dollars to spend. Along these lines, restricted time expenses can be a strong catch
to pull in customers from this broad bit of the total business focus. Retailers routinely
offer al comprehensive restricted time events irregularly or discontinuously to pull in
customer development.

The trust is that customers will buy more by virtue of the courses of action yet will
keep up a nonstop relationship with the store past the headways.

Expanded Value Perception

Restricted time assessing methodologies also pass on strong mental weight in the
value arranged business part. Basically putting a red or yellow arrangement tag on a
thing makes a nice segment of customers expect a thing has a predominant worth
proposal than they could get elsewhere. Truth be told, a couple of arrangements
progressions offer simply slight discounts of ordinary costs that are in excess of what
distinctive contenders charge. This preferred standpoint considers more arrangements,
while up 'til now work a not all that terrible general income.

Income development

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Limited time evaluating is regularly utilized for the essential advantage of driving
more income and trade stream out the here and now. Actually, organizations that need
speedy money to cover here and now cost or obligation duties frequently swing to
limited time rebates. Different organizations utilize special estimating to keep up
predictable and consistent income development, which mollifies organization
proprietors, investigators and investors. Giving up here and now productivity, retailers
frequently trust the convergence of clients and investors. Giving up here and now
productivity, retailers regularly trust the flood of clients and deals will proceed when
limited time rebates are evacuated.

Maintenance and reliability

An alternate advantage with a limited time evaluating procedure identifies with client
maintenance or dedication programs. In these occurrences, organizations offer limited
time rebates more as a reward to faithful clients for visit and progressing buys.
Retailers regularly send finish clients coupons for $10 off a $50 buy or comparable
offers to hold them returning. Prizes programs basically urge more-visit purchasing to
pick up advantages, for example, future rebates or special endowments.

Limitations of limited time Strategy

Regret

An obvious drawback to a restricted time technique is its potential for disillusionment.

For example, you could contribute time and money arranging and publicizing an
arrangement, and surrender run of the mill benefits in the midst of the headway, just
to achieve direct outcomes. More horrendous, your whole deal focal points won't not
balance the costs of the progression. Attentive examination and ace direction from a
promoting counsel can help your chances for accomplishment, yet nothing
guaranteed.

Diminished esteem

The more day break out a business progression continues onward, the more plausible
you will lessen the clear estimation of your thing or organization. For example, if a
restaurant offers an elevated refund for youths meals to pull in families, floks may

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disregard paying more after they get used to the low expenses. Keep progressions
short to expect whole deal damage to your general assessing system.

Consistency

If your progressions occur in an expected illustration, potential customers may sit

tight for an arrangement rather than buy the thing or organization at the

Most extreme now. For example, if a retail pieces of clothing store offers a sizable
discount on most events, arrangements will be low amidst events, and by and large
couple of customers will ever pay the greatest.

Deal Hunters

New customers may make sense of how to love your thing or advantage and end up
being whole deal clients. On the other hand they may give up you when the
progression is finished and continue chasing for bargains. Changing over arrangement
searchers to invariable customers depends on after making brand dependability. For
example, if your splendid customer organization or astounding things rouse them,
they will presumably remain with you after costs return to run of the mill levels.

Big name Endorsements

The upside of using celebrated individuals to guarantee your picture is you can pick
up by the altruism they rouse from the all inclusive community. The hindrance is your
picture character is exposed against their publicizing issues. Research whizzes
meticulously to extend the chances their open pictures will reliably be advocated
paying little respect to your theory.

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 Literature review

1. An assessment of the relationship between service quality and customer

satisfaction in the formation of consumers' purchase intentions

Author: Steven [Link]∗Thomas [Link]∗ 13 April 2002. Abstract

Service quality and customer satisfaction are widely recognized as key influences
in the formation of consumers' purchase intentions in service environments.
However, a review of the existing literature suggests that the specific nature of the
relationship between these important constructs in the determination of
consumers' purchase intentions continues to elude marketing scholars (c.f. Bitner
and Hubbert 1994; Bolton and Drew 1994; Gronroos 1993; Rust and Oliver
1994). The study reported here was designed to aid in the understanding of these
relationships by empirically assessing the nature of the relationship between
service quality and consumer satisfaction in the formation of consumers' purchase
intentions across four unique service industries. The results of the current
research, coupled with the weight of the evidence in the emerging services
literature, suggest that consumer satisfaction is best described as moderating the
service quality/purchase intention relationship. The managerial and research
implications of the reported study are also discussed.

2. Consumer Satisfaction with Services: Integrating the Environment Perspective

in Services Marketing into the Traditional Disconfirmation Paradigm

Author links open overlay panelJochenWirtzaJohn [Link]

Available online 7 December 1998. Abstract

Russell’s model of affect, with its two dimensions of pleasure and arousal, has
been used increasingly to model the experiential nature of services. The outcome
variable used in this stream of research is still the original approach/avoidance
response behavior as developed by environmental psychologists. This is in
contrast to much of the research in consumer behavior, which uses satisfaction to
evaluate consumption experiences. In this study, a conceptual model is proposed
that integrates the research on the environmental perspective of service

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 experiences with the standard satisfaction model. An experiment was conducted to
test a part of this model. It was found that, as hypothesized,
confirmation/disconfirmation has a direct and positive effect on pleasure, and
both, in turn, have direct and positive effects on satisfaction. The hypothesized
role of arousal could not be confirmed.

3. Agency and Trust Mechanisms in Consumer Satisfaction and Loyalty

Judgments

Jagdip Singh, Deepak Sirdeshmukh January 2000 Abstract

The authors propose a framework for understanding key mechanisms that shape
satisfaction in individual encounters, and loyalty across ongoing exchanges. In
particular, the framework draws together two distinct approaches: (1) agency
theory, rooted in the economic approach, that views relational exchanges as
encounters between principals (consumers) and agents (service providers) and (2)
trust research that adopts a psychological approach toward consumer-provider
relationships. In so doing, the authors specify how trust mechanisms cooperate
and compete with agency mechanisms to affect satisfaction in individual
encounters and influence loyalty in the long run. Because a multidimensional
conceptualization of trust is used, the hypothesized framework offers a fine-
grained understanding of the interrelated mechanisms. The high level of
specificity allows extraction of multiple propositions, facilitates empirical testing,
and encourages theoretical development of the proposed model. Several directions
to guide future research are provided.

4. A Consumer-Side Experimental Examination of Signaling Theory: Do

Consumers Perceive Warranties as Signals of Quality?

William Boulding Amna Kirmani 01 June 1993 Abstract

This article examines consumers' perceptions of warranties within the framework

of economic signaling theory. We develop propositions about conditions under
which higher warranties may lead to higher, lower, or the same quality

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 perceptions as do lower warranties. These quality perceptions of consumers are
consistent with different types of market equilibria predicted by signaling theory.
The propositions are tested in an experiment which varies warranty length,
warranty scope, and the conditions for warranty signaling. Results suggest that, in
general, consumer responses to warranties are consistent with the behavioral
assumptions of signaling theory. The authors suggest that consumer researchers
can gain greater insight by integrating signaling theory with psychologically based
approaches.

5. The American Customer Satisfaction Index: Nature, Purpose, and Findings

Claes Fornell , Michael D. Johnson , Eugene W. Anderson , Jaesung Cha and

Barbara Everitt Bryant October 1996 Abstract

The American Customer Satisfaction Index (ACSI) is a new type of market-based

performance measure for firms, industries, economic sectors, and national
economies. The authors discuss the nature and purpose of ACSI and explain the
theory underlying the ACSI model, the nation-wide survey methodology used to
collect the data, and the econometric approach employed to estimate the indices.
They also illustrate the use of ACSI in conducting benchmarking studies, both
cross-sectionally and over time. The authors find customer satisfaction to be
greater for goods than for services and, in turn, greater for services than for
government agencies, as well as find cause for concern in the observation that
customer satisfaction in the United States is declining, primarily because of
decreasing satisfaction with services. The authors estimate the model for the seven
major economic sectors for which data are collected. Highlights of the findings
include that (1) customization is more important than reliability in determining
customer satisfaction, (2) customer expectations play a greater role in sectors in
which variance in production and consumption is relatively low, and (3) customer
satisfaction is more quality-driven than value- or price-driven. The authors
conclude with a discussion of the implications of ACSI for public policymakers,
managers, consumers, and marketing in general.

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 6. Dimensions and Levels of Trust: Implications for Commitment to a
Relationship

Shankar Ganesan Ron Hess October 1997 Abstract

Previous research has found that trust is positively related to commitment in

buyer-seller relationships. However, the validity of this finding is questionable
because trust has been operationalized in many different ways. For example,
prior research has not distinguished among levels of trust (interpersonal or
organizational trust) and dimensions or motives of trust (credibility or
benevolence). In this study, we distinguish among the levels and dimensions of
trust. The results indicate that trust in a sales representative (interpersonal
credibility) is more strongly related to commitment than trust in an organization
(organizational credibility). In contrast, trust based on organizational
benevolence is a stronger predictor of commitment than interpersonal
benevolence.

7. The Different Roles of Satisfaction, Trust, and Commitment in Customer

Relationships

Ellen Garbarino and Mark S. Johnson Apr., 1999 Abstract

Several theories of relationship marketing propose that customers vary in their

relationships with a firm on a continuum from transactional to highly relational
bonds. Few empirical studies have segmented the customer base of an
organization into low and high relational groups to assess how evaluations vary
for these groups. Using structural equation analysis, the authors analyze the
relationships of satisfaction, trust, and commitment to component satisfaction
attitudes and future intentions for the customers of a New York off-Broadway
repertory theater company. For the low relational customers (individual ticket
buyers and occasional subscribers), overall satisfaction is the primary mediating
construct between the component attitudes and future intentions. For the high
relational customers (consistent subscribers), trust and commitment, rather than
satisfaction, are the mediators between component attitudes and future intentions.

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 8. The role of economic value, social value, and perceptions of fairness in
interorganizational relationship retention decisions

Jule B. Gassenheimer Franklin S. Houston J. Charlene Davis September 1998

Abstract

Although previous research provides a foundation for developing, maintaining,

and exiting relationships, the extant literature has yet to consider the influence
that patterns of economic and social forces have in guiding the future of
deteriorating relationships. To understand better and respond to relationships in
decline and to salvage relationships that are destined to fail needlessly, the
authors use the political economic paradigm to identify symptoms of
deteriorating relationships and provide a framework for combining relational
forces that best guides relationship retention decisions. They propose a model
based on the theoretical foundations of transactional cost analysis (TCA), social
exchange, and distributive justice. Using relative dependence, interdependence,
and mutual dependence to define the economic and social worth of the
relationship, they incorporate dyadic patterns of behavior to illustrate similar and
different interpretations and evaluations of fairness and the impact on relational
out-comes. The article culminates with managerial implications and directions
for future research.

9. Economic Action and Social Structure: The Problem of Embeddedness

Mark Granovetter November 1985 Abstract

How behavior and institutions are affected by social relations is one of the classic
questions of social theory. This paper concerns the extent to which economic
action is embedded in structures of social relations, in modern industrial society.
Although the usual neoclasical accounts provide an "undersocialized" or
atomized-actor explanation of such action, reformist economists who attempt to
bring social structure back in do so in the "oversocialized" way criticized by
Dennis Wrong. Under-and oversocialized accounts are paradoxically similar in
their neglect of ongoing structures of social relations, and a sophisticated account
of economic action must consider its embeddedness in such structures. The

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 argument in illustrated by a critique of Oliver Williamson's "markets and
hierarchies" research program.

10. The Effects of Price-Comparison Advertising on Buyers' Perceptions of

Acquisition Value, Transaction Value, and Behavioral Intentions

Dhruv Grewal , Kent B. Monroe and R. Krishnan Apr., 1998 Abstract

The authors expand and integrate prior price-perceived value models within the
context of price comparison advertising. More specifically, the conceptual model
explicates the effects of advertised selling and reference prices on buyers' internal
reference prices, perceptions of quality, acquisition value, transaction value, and
purchase and search intentions. Two experimental studies test the conceptual
model. The results across these two studies, both individually and combined,
support the hypothesis that buyers' internal reference prices are influenced by both
advertised selling and reference prices as well as the buyers' perception of the
product's quality. The authors also find that the effect of advertised selling price
on buyers' acquisition value was mediated by their perceptions of transaction
value. In addition, the effects of perceived transaction value on buyers' behavioral
intentions were mediated by their acquisition value perceptions. The authors
suggest directions for further research and implications for managers.

11. Quo Vadis, marketing? Toward a relationship marketing paradigm

Christian Grönroos 06 May 2010 Abstract

The marketing mix and its 4Ps have remained the marketing paradigm for
decades. In the article it is argued that the foundation for this paradigm is weak
and that it has had negative effects on marketing research and practice.
Contemporary research into services marketing and industrial marketing
demonstrates that a new approach to marketing is required. This new approach is
based on building and management of relationships. A paradigm shift in
marketing is under way. The thoughts and actions of marketing academics and
practitioners should not be constrained by a paradigm from the 1950s and 1960s.

DMS BITM Ballari. Page | 19

 12. Relational Benefits in Services Industries: The Customer’s Perspective

Kevin P. Gwinner, Dwayne D. Gremler, Mary Jo Bitner April 1, 1998 Abstract

This research examines the benefits customers receive as a result of engaging in

long-term relational exchanges with service firms. Findings from two studies
indicate that consumer relational benefits can be categorized into three distinct
benefit types: confidence, social, and special treatment benefits. Confidence
benefits are received more and rated as more important than the other relational
benefits by consumers, followed by social and special treatment benefits,
respectively. Responses segmented by type of service business show a consistent
pattern with respect to customer rankings of benefit importance. Management
implications for relational strategies and future research implications of the
findings are discussed.

13. A Behavioral Process Approach to Information Acquisition in Nondurable

Purchasing

Jacob Jacoby , Robert W. Chestnut and William A. Fisher Nov., 1978 Abstract

A behavioral process method was used to explore the relationship of individual

difference factors to consumer information acquisition behavior. Findings
included: (1) the mean proportion of available information actually acquired was
2%, and (2) information search was concentrated on six of the 35 available
information dimensions; increased information acquisition was related (3)
positively to the product's importance for the individual, (4) positively to being an
optimizer rather than a satisficer, (5) positively to high amounts of past purchasing
experience with the product, and (6) negatively to attitudinal brand loyalty.

14. A Laboratory Market Examination of the Consumer Price Response to

Information about Producers' Costs and Profits

Steven J. Kachelmeier , Stephen T. Limberg and Michael S. Schadewald Oct.,

1991 Abstract

DMS BITM Ballari. Page | 20

 Using laboratory market data, this study demonstrates that consumers respond
differently to a market event depending on the information reported about the
event. Specifically, they respond more rapidly to an economically predicted price
increase when they are informed that sellers' marginal costs have increased, but
they resist price increases if they know that the sellers' profits have increased.
These information effects are based on the principle of dual entitlements, which
posits that purchase decisions are influenced not only by the direct economic
utility of the purchase, but also by consumers' perceptions of the equity or fairness
of a negotiated price. Survey evidence from prior studies indicates that consumers
(buyers) justify price increases driven by increases in sellers' costs, but resist price
increases that increase sellers' profits.

15. Fairness as a Constraint on Profit Seeking: Entitlements in the Market

Daniel Kahneman , Jack L. Knetsch and Richard Thaler Sep., 1986 Abstract

Community standards of fairness for the setting of prices and wages were elicited
by telephone surveys. In customer or labor markets, it is acceptable for a firm to
raise prices (or cut wages) when profits are threatened and to maintain prices
when costs diminish. It is unfair to exploit shifts in demand by raising prices or
cutting wages. Several market anomalies are explained by assuming that these
standards of fairness influence the behavior of firms.

16. A Longitudinal Assessment of Consumer Satisfaction/Dissatisfaction: The

Dynamic Aspect of the Cognitive Process

Priscilla A. LaBarbera and David Mazursky Nov, 1983 Abstract

A simplified cognitive model is proposed to assess the dynamic aspect of

consumer satisfaction/dissatisfaction in consecutive purchase behavior.
Satisfaction is found to have a significant role in mediating intentions and actual
behavior for five product classes that were analyzed in the context of a three-stage
longitudinal field study. The asymmetric effect found demonstrates that
repurchase of a given brand is affected by lagged intention whereas switching
behavior is more sensitive to dissatisfaction with brand consumption. An attempt

DMS BITM Ballari. Page | 21

 to predict repurchase behavior on the basis of the investigated cognitive variables
yielded weak results. However, repurchase predictions were improved when the
model was extended to a multipurchase setting in which prior experience with the
brand was taken into account.

17. Trust And Distrust: New Relationships and Realities

Roy J. Lewicki1, Daniel J. McAllister2 and Robert J. Bies july 1, 1998 Abstract

We propose a new theoretical framework for understanding simultaneous trust and

distrust within relationships, grounded in assumptions of multidimensionality and
the inherent tensions of relationships, and we separate this research from prior
work grounded in assumptions of unidimensionality and balance. Drawing
foundational support for this new framework from recent research on
simultaneous positive and negative sentiments and ambivalence, we explore the
theoretical and practical significance of the framework for future work on trust
and distrust relationships within organizations.

18. Information Asymmetry and Levels of Agency Relationships

Debi Prasad Mishra , Jan B. Heide and Stanton G. Cort Aug., 1998 Abstract

Many marketing exchanges are characterized by an information asymmetry

between suppliers and customers. Specifically, customers are faced with both
adverse selection and moral hazard problems that involve, respectively,
uncertainty about supplier characteristics and the risk of quality cheating. Drawing
on prior research, the authors propose that agency problems in a customer
relationship can be resolved by means of customer bonds and price premiums,
which serve as signals and supplier incentives, respectively. The authors also
propose that adverse selection and moral hazard problems exist in relationships
between suppliers and their employees. Similar to the customer relationship, these
problems can be addressed with signals and incentives of various kinds. The
authors present hypotheses regarding the agency problems in both of these
relationships and test them empirically in the context of automotive service

DMS BITM Ballari. Page | 22

 purchases. Data obtained from 287 service managers support the hypotheses. The
data also suggest that institutional differences across service outlets (e.g.,
ownership structure and size) influence how the two types of agency problems are
managed.

19. Customers' Continuance Intention Regarding Mobile Service Providers: A

Status Quo Bias Perspective

Anis Khedhaouria (Montpellier Business School and Montpellier Research in

Management, Montpellier, France), Roy Thurik (Erasmus School of Economics,
Erasmus University of Rotterdam, Rotterdam, the Netherlands & Montpellier
Business School, Montpellier, France), Calin Gurau (Montpellier Business School
and Montpellier Research in Management, Montpellier, France) and Eric van
Heck (Rotterdam School of Management, Erasmus University of Rotterdam,
Rotterdam, the Netherland. Using a status quo bias perspective, this paper
examines the relation between customers' inertia and continuance intention,
identifying the moderating role of contractual subscription on this relationship.
The authors' model is validated using data collected from 457 mobile phone
service customers and partial least squares. Results show that customers continue
with mobile service providers due to their inertia resulting from habit and
switching costs. The effect of customers' inertia on their continuance intention is
stronger when they have a contractual subscription with the mobile service
provider. The authors' results show the importance of including inertia when
studying customers' continuance intention and taking into account the specific
moderating effect of contractual subscription

20. The Nature of Equilibrium in Markets with Adverse Selection

Charles Wilson 1980 Abstract

In the presence of adverse selection, how does the nature of the market
equilibrium depend on the convention used to set the prices? Using a variant of
Akerlof's model of the used car market, we examine the equilibrium of the model

DMS BITM Ballari. Page | 23

 under three distinct conventions: (1) an auctioneer sets the price; (2) buyers set the
price; (3) sellers set the price. Only in the case of the auctioneer is the equilibrium
necessarily characterized by a single price which equates supply and demand.
When either buyers or sellers set the price, a distribution of prices may emerge
with excess supply at some or all of the prices. The analysis suggests that the
allocation of goods in markets where adverse selection is a serious problem may
be sensitive to the convention by which prices are set.

Research Gap

From past composing audit,it is discovered that there is a noteworthy opening in

the examination. Generally, the researchers did not feature the effect of offers
progression on client acquiring conduct in E-advancing especially in Egypt. As
demonstrated by kamel and Hassan (2002: 148) communicated that E-business in
Egypt is giving a dazzling possibilities from progressions and trades perspectives.
It helps in extending trades and encouranging the business strategy amidst buyer
and the firm and giving uncounted opportunities to assemble number of advancing
instruments. It is furthermore especially made and number of customers is
extending altogether. In 1993, there were around 2000 customers exactly who
were using the web, however in 2001 there were 600000 customers of the web
(wellspring of this data?). along these lines investigating the piece of offers
headway on buyer buying conduct is crucial; in this way number of web
customers and e-clients are xpanding well ordered in Egypt. So the crucial
examination request are as taking after.

In E-promoting, does bargain progressions accept a section in purchaser obtaining

conduct in Egypt? Which arranges that purchaser obtaining conduct is affected by
bargains headway in Egypt? Unquestionably there are a couple of hypothesis with
respect to this issue and they are as taking after. For e-clients, yes bargains
progression is expecting a basic part in customer acquiring conduct. In the
disengaged from the net condition bargains progression is affecting prevalently on
pre purchase appraisal and purchase stages. Regardless, in online condition
bargains headway will affect on information look stages.

DMS BITM Ballari. Page | 24

 Chapter 3: Research Design

i. Statement of the Problem

This investigation has been led so as to know the "Consumer Satisfaction level
towards Pavitra incense agarbattis in Bellary region". It is led to discover factors
which impact to purchase Pavitra incense Agarbattis. Expanded mindfulness different
preferences of customers end up faithful to a specific brand and some others. What
issues are relating to Consumer Satisfaction? Every one of these issues are tended to
by this examination. Hence this examination is led to decide the Consumer
Satisfaction.

ii. Need of the study

This project report is also concerned with such marketing research. The report deals
with “A Study on Consumer Satisfaction Level towards Pavitra incense Agarbattis in
Bellary region”, attempts had made to analyze marketing situation and marketing
problems challenged and also consumer survey has been undertaken for analyzing
their opinions towards Pavitra incense Agarbattis. Suggestions have been given for
adopting suitable marketing programs ensuring fair return on the capital invested on
one hand and consumer satisfaction on other hand.

To identify the needs of the consumer in Agarbatti.

To study the consumer satisfaction level towards Pavitra incense Agarbattis.

Find out the consumer’s opinion in different Agarbatti attributes.

iii. Objectives of the study

1. To understand the promotional strategies adopted by PS Marketing company
towards consumers in Bellary region
2. To evaluate impact of promotional strategies used by company towards
consumers

To suggest strategies, to the company in effectively designing and executing

promotional strategies

DMS BITM Ballari. Page | 25

 iv. Scope of study

This study is on “Consumer Satisfaction Level towards Pavitra incense agarbattis in

Bellary region”. This report attempts to bring about details concerning history,
fundamental concepts and types of products. This study also attempts to look into the
profile of Mangaldeep Agarbatti (ITC) Company limited, Consumer opinion about
Pavitra incense agarbattis.

In this research only some of the leading agarbatti companies in Bellary region have
been taken into consideration because the competition lies in between these leading
companies and hence it will be easy for me to study their opinion towards agarbattis.

v. Research methodology

Type of research

The type of research adopted in this study is exploratory in nature. Is known used to
explore studies are also termed as formulate research studies. The major emphasis in
such studies is on the discovering of ideas & insights.

Sample size

The sample size chosen for the study is 100 and the respondents are the retailers at
Bellary.

Sample method

Random sampling method was used in this research to collect the data from the total
100 respondents. In this study the respondents were selected randomly from the
Bellary.

Sampling plan

Area of sampling: Bellary

Sampling unit: Retailers

Sampling size: 100

Sampling method adopted: Random sampling

DMS BITM Ballari. Page | 26

 vi. Hypotheses

Ho1: There is no significant association between the prevalence of health

problems and knowledge of incense sticks workers regarding prevention of health

problems.

Ho2: There is no significant association between the findings of the study and

selected socio demographic variables.

vii. Limitations of the study

All studies have their own parameter and it is difficult to make a study on
assumptions.

Hence, complete accurate information through the survey. The following are some
limitations.

1. Primary data cannot be obtained rapidly.

2. Availability of time for study was less.
3. The study is limited to Bellary region.
4. Respondents sometimes refuse to give information.
5. Respondents may not give clear cut data.
6. The sample size is restricted to 100 only because of time limit.
7. The study has to be completed within a short span of time that was
available.
8. Data was collected only through direct personal interview.

viii. Chapter scheme

The study has been presented in Five chapters.

The first chapter is of introductory in nature and presents the conceptual

background of Marketing management, strategic marketing planning, the growth and

development of incense industry,

DMS BITM Ballari. Page | 27

The second chapter presents theorectical background of the study, literature survey, in
which the contributions of various scholars and the works of different researchers on
the topic have been highlighted.

In the third chapter presentes. The statement of the problem, need for the study,
objectives of the study,the scope of the study, research methodology, hypotheses,
limitations of the study.

In the fourth chapter presents the analysis of primary data collected from three types

of respondents namely Customers, Channel members and Employees of the

organization. Responses of the respondents 100.

The fifth chapter presents the summary of findings, conclusion and suggestions/
Recommendations.

DMS BITM Ballari. Page | 28

 Chapter 4: Analysis and Interpretation

Table.1 Do you sell Agarbatti’s

PARAMETER No of respondents Percentage

Yes 70 70%

No 30 30%

Total 100 100%

80

70

60

50

40 No of respondents
Percentage
30

20

10

0
Yes No

Interpretation:

From the above table it shows that, 70% of the respondents are selling the agarbatti’s
and 30% respondents are not selling the agarbatti’s.

DMS BITM Ballari. Page | 29

Table.2 choose the Agarbatti brand which you sell mostly.

Parameter Respondents Respondent %

Pavitras 30 30%

Balaji 20 20%

Cycle 30 30%

Moksha 20 20%

Total 100 100%

Agarbatti brands mostly sell

35

30

25

20

15

10

0
Pavitra Balaji Cycle Moksha

Interpretation:

From the above table it shows that, out of 100 respondents 20% of pavitra, 20% of
balaji, 30% of cycle, 20% of moksha, 10% of vasu agarbatti’s sell in the retail outlet.

DMS BITM Ballari. Page | 30

Table.3 Mention the agarbatti brand which the customers prefers themselves.

Parameter Respondents Respondents%

Price 20 20%

Good quality 20 20%

Fragrance 30 30%

Easy available 20 20%

Good packaging 10 10%

Total 100 100%

Agarbatti brand customers prefers

themselves
35

30

25

20

15

10

0
Price Good quality Fragrance Easy available Good packaging

Interpretation:

From the above table it shows that, out of 100 respondents 20% of the customers
looking for price, 20% customers looking for good quality, 30% of fragrance, 20% of
easy availability, and 10% of good packaging.

DMS BITM Ballari. Page | 31

Table.4 Mention the amount of agarbatti’s you sell in your store approx./monthly.

Parameter Respondents Respondents%

10000-15000 30 30%

20000-25000 50 50%

30000 and above 20 20%

Total 100 100%

60

50

40

30
Column1

20

10

0
10000-15000 20000-25000 30000 and above

Interpretation:

From the above table it shows that, out of 100 repondents, amount of agarbatti’s in the
store for monthly sell 20000-25000 of respondents of 50 stores.

DMS BITM Ballari. Page | 32

Table.5 since when you are keeping [Link] products

Parameter Respondents Respondents%

July 30 30%

August 30 30%

September 40 40%

Total 100 100%

Keeping [Link] in your stores

45
40
35
30
25
20
15
10
5
0
July August September

Interpretation:

From the above table it shows that, out of 100 respondents, 40% respondents, 40%
respondents of September month because of the [Link] company started on
july month and customers aware of [Link] products in September.

DMS BITM Ballari. Page | 33

Table.6 Are you aware of [Link] products

Parameter Respondents Respondents%

Yes 70 70%

No 30 30%

Total 100 100%

Aware of [Link] products

80

70

60

50

40

30

20

10

0
Yes No

Interpretation:

From the above table it shows that, out of 100 respondents, 70% respondents the
aware of [Link] products in Bellary region.

DMS BITM Ballari. Page | 34

Table.7 can you list the 2 brands of [Link] company

Prameter Respondents Respondents%

Pavitra 60 60%

Saidarshan 40 40%

Total 100 100%

The 2 brands of [Link] company

70

60

50

40

30

20

10

0
Pavitra Saidarshan

Interpretation:

From the above table it shows that, out of 100 respondents, 60% respondents of using
pavitra in Bellary region.

DMS BITM Ballari. Page | 35

Table.8 Do you think promotional strategies towards retailers are effective?

Parameter Respondents Respondents%

Yes 70 70%

No 30 30%

Total 100 100%

Promotional strategies is effective of

retailers
80

70

60

50

40

30

20

10

0
Yes No

Interpretation:

From the above table it shows that, out of 100 respondents, 70% respondents are says
effective of promotional startegies to retailers.

DMS BITM Ballari. Page | 36

Table 9. what are the attributes, customers looking for agarbatties

Parameter Respondents Respondents%

Price 10 10%

Good quality 20 20%

Fragrance 40 40%

Easy available 20 20%

Good packaging 10 10%

Total 100 100%

Customer is looking for attributes for

agarbatties
45
40
35
30
25
20
15
10
5
0
Price Good quality Fragrance Easy available Good packaging

Interpretation:

From the above table it shows that, out of 100 respondents 10% of looking for price,
20% looking for good quality, 40% of fragrance, 20% of easy availability, and 10% of
good packaging.

DMS BITM Ballari. Page | 37

Table.10 Which type of promotional strategies are more effective

Parameter Respondents Respondents%

Discounts 30 30%

Special schemes 50 50%

Offers 20 20%

Total 100 100%

Promotional strategies are more

effective to retailers
60

50

40

30

20

10

0
Discounts Special schemes Offers

Interpretation:

From the above table it shows that, out of 100 respondents , the 50% respondents are
looking for only special schemes and 30% respondents are looking for discounts and
offers.

DMS BITM Ballari. Page | 38

Table. 11 Mention the promotional strategy adopted by famous agarbattis companies

Parameter Respondents Respondents%

Pavitras 30 30%

Patil parimala workers 10 10%

Mysore deep perfumery 20 20%

Incense creaters 10 10%

Mangaldeep agarbatti 20 20%

[Link] & Sons (cycle brand) 10 10%

Total 100 100%

Promotional strategy adopted by famous

agarbattis companies
35
30

25
20

15

10
5

0
Pavitras Patil parimala Mysore deep Incense Mangaldeep N Rangarao &
workers perfumery creators agarbatti sons

Interpretation:

From tha above table it shows that, out of 100 respondents 50% of pavitra giving
more promotional strategy in Bellary region.

DMS BITM Ballari. Page | 39

Table.12 Why the reason for selling [Link] in your outlet

Parameter Respondents Respondents%

Price 30 30%

Good quality 10 10%

Fragrance 20 20%

Easy available 30 30%

Good packaging 10 10%

Total 100 100%

reason for selling [Link]

35

30

25

20

15

10

0
Price Good quality Fragrance Easy available Good packaging

Interpretation:

From the above table it shows that, out of 100 respondents 30% of looking for price,
10% looking for good quality, 20% of fragrance, 30% of easy availability, and 10% of
good packaging.

DMS BITM Ballari. Page | 40

Table.13 overall please grade the quality of [Link] products

Parameter Respondents Respondents%

Premium 70 70%

Regular 20 20%

Tube 10 10%

Total 100 100%

Grade the quality of [Link]

products
80

70

60

50

40

30

20

10

0
Premium Regular Tube

Interpretation:

From the above table it shows that, out of 100 respondents, the 70% respondents to
grade the premium agarbatti is a quality [Link].

DMS BITM Ballari. Page | 41

Table.14 are you satisfied with the company offerings and schemes?

Parameter Respondents Respondents%

Yes 70 70%

No 30 30%

Total 100 100%

Do you satisfied the company giving

offers and schemes
80

70

60

50

40

30

20

10

0
Yes No

Interpretation:

From the above table it shows that, out of 100 respondents, 70% respondents say
effective of promotional strategies to retailers.

DMS BITM Ballari. Page | 42

Table.15 How many other agarbatti companies competing with [Link]

Parameter Respondents Respondents%

Pavitras 30 30%

Dharshan International 10 10%

Patil parimala workers 20 20%

Mysore deep perfumery 10 10%

Incense creaters 10 10%

Mangaldeep agarbatti 10 10%

[Link] & Sons (cycle brand) 10 10%

Total 100 100%

The other Agarbatti companies

competating with [Link]
35
30
25
20
15
10 The other Agarbatti
5 companies competating with
0
[Link]

Interpretation:

From the above table it shows that, out of 100 respondents 30% of Shantala and
Gopika competating with [Link] company.

DMS BITM Ballari. Page | 43

 Findings, Suggestions Conclusion

 Findings:
1. Hindu consumers are preferring agarbatti for their Part of Pooja.
2. Many Christian religious people will also use agarbatti for fragrance purpose.
3. The agarbatti‟s are essential for consumers at the time of Pooja, so they will
not think about the price because Indian consumers will give high value to
their religious aspects so price is not a matter to them.
4. The consumer only wants good quality and fragrance of agarbatti.
5. Many consumers are brand loyal for [Link] and they don‟t want to
change their brands.
6. The major parts of consumers are buying [Link] in the retail outlet
therefore retailer plays an important

 Recommendations &Suggestions:

1. Advertising can be done in all mediums like Social media. On the whole
effective advertising in the media is necessary. The advertisement should
develop a purchase intension in the minds of the viewers.
2. To make the buyers more loyal towards the brand, give more discounts and
offers have to be provided for e.g if u can give a coupon inside the pack of
Agarbatti, if ten coupons are collected one pack can be given free or any small
gifts can be given. Such offers may develop a brand loyalty towards
[Link].
3. Product proliferation: introduce the products with lots of variety, this will give
the buyer more choice sai darshan tube and pavitra’s.
4. Offer sample packs to all outlets so that the product gains awareness.
5. The sticks must be more thick and The chemicals used in incense stick will not
attach to the consumer hands.
6. Company should give more important on quality because some of the incense
sticks will not burn fully and in the middle itself it will off so company has
improve on quality.
7. Increase the quantity of agarbatti packets of 10Rs and 12Rs.

DMS BITM Ballari. Page | 44

 8. Conclusion

The research on “"A study on consumer satisfaction towards pavitra incense with
reference to Bellary region"” was conducted as a part of the MBA course. During the
research the respondent’s positive response helped me to do the research effectively.
The research work helped me to give an insight on Consumer Satisfaction on
[Link] at Bellary region.

By the survey it is found that [Link] are the market leaders in Bellary region.
And the local brands now in the introduction stage they are giving 100sticks for 20Rs
that will be a problem to the company. But company has huge number of loyal
consumers. The major competitor is Vasu agarbattis. Retailer preference at the time of
selling a agarbatti product is plays a very important role because 78.67% of
consumers are buying from the retail point. And the majority of the consumers only
looking at Good quality and Fragrance.

It was found that [Link] doing well in the market and have to continue the
same quality of product to consumers.

DMS BITM Ballari. Page | 45

 Annexure

Questionnaire

Dear Sir/Madam

I am pleased to introduce myself as PAVAN KUMAR NAIDU pursuing MBA at

P.G. Department of Management Studies, BITM, Ballari have undertaken a project
on “CONSUMER SATISFACTION ON PAVITRA INCENSE” with reference to
BELLARY REGION. This research has been undertaken as a part of MBA
curriculum of Visvesvaraya Technological University, Belgaum. Hence, I request you
to provide complete information. I assure you that the information provided by you
will be kept highly confidential and used only for academic purpose.

Name & Address of Respondent: -

Phone no: -

Gender: - A) Male B) Female

Age group: - A) Below 25 years B) 26-35 years C) 36-45 years

D) 46-55 yearsE) 55 & above

1) Are you using Agarbattis

A) Yes B)NO

2) Festivals you celebrate:

A) Diwali B) Ganesha pooja C) Id-Ul-Fitr D) Christmas

E) Suggest if any other

3) How many Agrabatti sticks does your family use in a day?

4) Usage of Agarbatti

A) Religious purpose B) Fragrance purpose C) Part of pooja

DMS BITM Ballari. Page | 46

 5) Total amount spent on Agarbatti in a month?

A) 10-20Rs B) 20-30Rs C) 30-50Rs D) 50-75Rs

E) 75-100Rs F) 100 & Above

6) What are the attributes you are looking for in the Agarbattis?

A) Price B) Good quality C) Fragrance

C) Easy availability E) Good packaging

7) Please mention the Agarbatti product you use daily?

A) Moksh Agarbattis B) Vasu Agarbattis C) Pavitra incense

D) Cycle Pure Agarbattis E) Ullas Agarbattis F) Mysore deep

F) Mangladeep J) If any other please specify

8)Reason of using that product?

B) Price B) Good quality C) Fragrance D) Easy availability

E) Packaging F) Any other

9) Please mention the purchase point for the Agarbatti packets?

A) Dealers point B) Retail point C) Retail super markets

D) Company outlet E) Pan shop F) Pooja outlet

E) Any other

DMS BITM Ballari. Page | 47

 10) Have you ever used Pavitra Agarbatti?

A) Yes B) No

11) Since from when are you using Pavitra Agarbatti?

A) 1-12 Months B) 1-3Years C) 3-5Yeras D) 5Years & Above

12) For the attributes given below kindly give your response for the products, on a
scale of 1-5

( Where 1- high, 5-low )

Pavitra Agarbattis

Rank 1 2 3 4 5

Price

Quality

Fragrance

Packaging

Easy Availability

13) Mention the products of Pavitra incense you used?

Products

Bhahubali Supreme Incense

Pavitra Regular agarbatti

Pavitra Premium agarbatti

Sai Dharshan Zipper pouches

Sai Dharshan Large box (100 sticks)

Sai Dharshan Medium size box (35 gms)

DMS BITM Ballari. Page | 48

 14) Which are the sources helped you to know about the Pavitra Incense?

Friends B) Newspaper C) TV D) FM

F) If any other please specify

15) Overall please grade the quality of Pavitra Incense?

A) Excellent B) Very Good C) Good D) Average

E) Poor

16) Are you aware of Premium Agarbattis?

A) Yes B) No

17) If Yes, What are the attributes you are looking for in the premium brand?

A) Price B) Good quality C) Fragrance

C) Easy availability E) Good packaging

18) Do you have any suggestion/observation for the Pavitra Incense?

A) Yes B) No

If yes, please feel free to write: -

DMS BITM Ballari. Page | 49

 BIBLOGRAPHY

Books:

[Link] And Armstrong. Gary (2006),Principles Of Marketing11th

Edition.,Publication

B. [Link],(2007),Marketing Reseech-An Applied Orientation,5th

Edition

Websites:

[Link]

[Link]
Satisfaction

[Link]

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