NIRAPARA

DECLATRATION I Liju.P, hereby declare that the report entitled “A STUDY ON RETAILER SATISFACTION OF NIRAPARA WITH SPECIAL REFERENCE TO ERNAKULAM AND THRISSUR DISTRICT” submitted to Calicut University in partial fulfillment of the requirements for the award of the degree of master of business administration is a record of original work done during period of study in the Naipunnya institute of management and information technology under the guidance of Mr. Manoj devassa assistant professor, NIMIT pongam Place: Date: LIJU P ACKNOWLEDGEMENT I wish to express my sincere thanks to NIRAPARA (KKR GROUP OF COMPANIES)for giving me the opportunity to do the organizational study in this esteemed organization. I am very much thankful to Mrs. Bijimol Jose (Human resource manager) and Mr. Shynjith T Sasi (HR Executive) and all other staff of KKR group of companies, kalady, who helped me in the staff completion of the organization study. I am indebted to Mrs. Manoj Devassya faculty of NAIPUNNYA College, my guide for giving me the instruction for the study. In all gratitude to the lord almighty for showing with abundant grace through the entire duration of the project work and I express my gratitude to each and everyone who have given added imputes to my work through healthy support and especially to my most loving parents. Liju.P TABLE OF CONTENTS CHAPTER 1 INTRODUCTION TO TOPIC In today’s economy all manufactures need to pay attention on how to build strong long-term relationship with their dealers’ chain. In fact, it has been demonstrated that short term policies aimed to provide dealers immediate benefits may prevent the development of long term and fruitful relationship. Also supporting dealers in promoting manufactures products has been proved as a sustainable strategy in the long run. Retailer wants high marginal gain from manufactures. The main objective of retailing is earning profits. Retailing business is different from other business. The peculiar feature of a retailer is dealing with one or more similar products. Retailers earn commission for goods sold from the manufactures. The commission depends upon the value of sales both cash and credit. Nowadays the demand for products increases every year. The manufactures are not able to cover all the consumers directly. With the help of retailers only they can teach the consumers. Retailers expects income from this business. Retailers demand more commission from this business. Retailers demand more commission from the manufactures; they cover the entire market within their locality. They also sell products in credit to regular customer A retailer purchases goods or products in large quantities from manufacturers directly or through a wholesale, and then sells smaller quantities to the consumer for a profit .retailing can be done in either fixed locations like stores or market, door-to-door or by delivery. Retailer is a business or person that sells goods to the consumer. Retailer satisfaction is the feeling of pleasure that you get when you achieve or obtain something that you want or fulfillment or gratification of a desire, need, or appetite. Considering the fact that the way in which a retailer is treated by its manufacturer has decisive influence on the retailer’s commitment to the brand as well as on the retailer’s business success, an examination of retailer satisfaction or dissatisfaction has become strikingly importment durning the last few years RESEARCH PROBLEM OBJECTIVES OF THE STUDY To understand the importance of retailer satisfaction in improving sales of NIRAPARA products To know about factors influencing retailer satisfaction To find out the retailers satisfaction of KKR with respect to the following Availability of products Timeliness of products deliveries Product quality Price Credit sales Allowance Maximizing retail margins Ease of ordering To understand the areas retailer dissatisfaction with respect to KKR To know the retailer expectations on KKR’s To suggest ways to improve retailer satisfaction of KKR PERIOD OF STUDY SCOPE OF STUDY RESEARCH METHODOLOGY Research in common parlance refers to a search for knowledge. Once can also define research as a scientific and systematic search for pertinent information on a specific topic. In fact, research is an art of scientific investigation. The Advanced Learner’s Dictionary of Current English lays down the meaning of research as “a careful investigation or inquiry specially through search for new facts in any branch of knowledge.” The process used to collect information and data for the purpose of making business decisions. The methodology may include publication research, interviews, surveys and other research techniques, and could include both present and historical information. In this project I used questionnaire to know about the satisfaction of Nirapara retailers. I directly approached each retailers and collect data. So the information is more relevant and correct. TYPE OF STUDY Descriptive research is the research type that I have implemented for the Study. Descriptive research includes surveys and fact-finding enquiries of different kinds. The major purpose of descriptive research is description of the state of affairs as it exists at present TYPES OF DATA Primary data: The data that I have collected through questionnaires, interviews. Primary data is a type of information that is obtained directly from first-hand sources by means of surveys, observation or experimentation. It is data that has not been previously published and is derived from a new or original research study and collected at the source such as in marketing. Secondary data: Secondary data that I have collected through websites, magazines, and other publications. POPULATION All those retailers who are selling of the brand Nirapara products are being taken to account and hence being regarded as the population for this study SAMPLE SIZE The sample size that I have considered for this research purpose is 60 SAMPLING METHOD The sampling method which I used in this research is TOOLS USED FOR ANALYSIS The main instrument of the survey is questionnaires, with the help of this questionnaires we get all the relevant information required for the survey. Other instruments are: Direct interview Observation method LIMITATIONS OF THE STUDY Time constraint: This is one of the major limitations faced during the study. Detailed analysis was not possible due to non-availability of time The respondents were very busy and could not afford more time to answer A limited sample size of 60 retailers was considered because of time constraint Even through the information is gathered successfully from the targeted population, projecting the result representatively for the whole population may bring in some element of errors. As the questionnaires is in english CHAPTER 2 INDUSTRY PROFILE COMPANY PROFILE Mr.K.K.Karnan- the business Legend started rice-manufacturing business in a small way. In the beginning, paddy was boiled in large copper vessels and dried on mates before removing the husk in the milling process. The rice was manufactured in a traditional way in small quantities and sold locally. Later in 1976, a rice mill with a small huller was installed and rice with better quality was introduced in the market of Kerala, but in small quantity only. That was the beginning of Mr.K.K.Karnan’s entry in to the different markets of Kerala Foreign technology was introduced into rice manufacturing Industries of India. First this technology was introduced into rice mills of Andra Pradesh, Karnataka, Punjab and many other Indian states. Mr.K.K.Karnan was curious and learned more about this technology and was determined to pass on benefit of the new technology available in India to the people of Kerala. With this intention he introduced this foreign technology into his rice mill in the manufacturing process in 1985.he was able to serve his customers with the rice produced in the natural way without losing its quality and without stones or any foreign matter in rice. His rice started to be sold in the markets of Kerala under the brand name NIRAPARA. The entry of NIRAPARA rice in Kerala market become a success story as the customers looking for quality started to prefer NIRAPARA.NIRAPARA become the market leader. In 1993, with the firm intention of modernizing the manufacturing process, a new plant with par boiling system was installed. This system helped in retailing all nutritious values in rice without losing them during the process. Thus he was able to supply customer’s quality rice, which had all nutritious factors. The quality conscious people of Kerala encouraged him by purchasing more and more of NIRAPARA. He ensured that the best quality rice is made available to his customers. In 1998, he imported a computerized SORTEX MACHINE and was introduced in the process line. The sortex machine is capable of optical detection. It belongs to the German company-BUHLER. This sortex machine helped in sorting only the quality rice and removing all black rice. Black rice is caused by the attack of insects the paddy. Black rice is caused by the attack of insects the paddy. Black rice causes stomach upsets. By using the Sortex Machine NIRAPARA is able to supply the best rice to customers. This is how NIRAPARA silky sortex rice came to the market. Not only good rice but also quality rice with all nutritious values is sold to customers. NIRAPARA become a synonym for quality rice. Care is taken to maintain the best quality an all the products produced. Control measures are introduced and complied with during the entire process right from sourcing of the paddy to ensure good quality rice to the consumers. NIRAPARA rice and rice products (rice powers) are now available and sold not only in Kerala but also in other states of India. NIRAPARA rice and rice products are exported to other foreign countries also. NIRAPARA rice products are prepared by retaining the nutritious value of rice in true traditional Kerala style. Only selected quantity sortex rice, which is, full of nutritious value that give taste are used in the preparation of these rice products. These rice products are used in preparation of these different snacks and dishes all over India and abroad in the true kerala style. KKR GROUP OF COMPANIES KKR Mills KKR Flour mills KKR Agro mills KKR Food products KKR Petroleum KKR Products &marketing Pvt.Ltd S.N Agro products S.N Tile Works S.N Rice Mills Five Star Metals Pvt Ltd KKB Fencing Co. LLC, Dubai, UAE Bik-Maark international marketing(p) Ltd BIK-Maark builders VISION The vision of Nirapara is to provide total customer satisfaction through continuous improvement in production process and services. MISSION The mission of Nirapara is to deliver high quality food products that set themselves apart from others in taste and value COMPANY OBJECTIVES Company hope to appear number one rice producer in India To retain quality of the products To increase sales in the local and international market at large To export products to more foreign countries and increase export percentage Provision of employment Welfare of employees The KKR group of companies accommodates nearly 1200 employees. In which 350 employees are permanent. The last year turnover of the company is 325 CORE COMPETITORS Double horse Periyar Eastern Mother Pavizam ( only in rice) Gayathri ( only in rice) Melam Ann’s curry power Taste buds( in foreign market) Priyam masala Aachi masala(outside kerala) PRODUCT PROFILE The KKR Group is now all set to become a name to reckon within foods. The group has plans to set up a food park with facilities to process and manufactures a wide range of food products like spices, pickles and other products for world markets. RICE Nirapara rice is available in a wide range of varieties that suit various tastes-brown rice, white rice, round-grained varieties. Besides these, there are special rice varieties for the varied traditional foods all over the world. Rice being the staple food from breakfast to dinner and dessert. Nirapara’s range of rice in the lives of the people especially of south India. Nirapara rice is the only rice, which is using Nutri-select process, which ensures that only the best quality rice is used. The optimum value of Vitamin-B is selected by the Z-sortex machine and then packed. Sortx machine is with 32 micro cameras for sensing rice. The sortex machine the characteristic feature of Nirapara rice is double boiling. All the activities are controlled by a control panel (Program Logical Control System). Nirapara rice comes in neat, porous, traditional, jute bags that help in air circulation that is very essential for essential for enhancing shelf life, keeping it fungus free. NIRAPARA RICE RANGE Single matta rice Rose matta rice Payasam rice Ponni rice Ponmani rice Jyothi rice Jaya rice Cherumani rice Jeerakashala rice Matta broken rice Vita rice RICE FLOURS Breakfast is very essential in every home. A wide range of traditional rice-based breakfast item is very popular even in modern homes. Today Nirapara’s readymade rice powers have found a firm place in kitchen shelves across the world Idly power Palappam power Appam power Dosa power Chemba puttu power Puttu power Pathri power WHEAT PRODUCTS K.K.R Mills also process and markets wheat products for household purpose under the Brand name NIRAPARA. The Nirapara products carry the assurance of quality. Wheat-based traditional foods are also popular in kerala. Broken wheat is used to make nutritious porridge. Fine wheat is used to make a delicious breakfast item called Upma, which is popular in the Southern States of India. Nirapara also has wheat flours, which is used to make soft ‘chappahis’ which is the popular Indian bread. Wheat products Broken products Rava (Sooji) NIRAPARA SILKY CURRY POWER RANGE (SPICES) K.K.R foods products, a company established in 2002 is all set to bring out a wide range of food products into the market under the NIRAPARA brand umbrella. The first set of products to enter the market are spices and pickles under the brand name ‘Nirapara silky’ Nirapara silky spices sourced from all over the country and processed and packed in a state- of the art facility that meets highest standards of hygiene. The spices are available as both pure spices and ready mixes that are used to make the popular south Indian curries. Red chilly power Coriander power Turmeric power Chicken masala Fish masala Meat masala Sambar masala Rasam power Pickle power Black pepper power Garam masala NIRAPARA SILKY PICKLES Pickles are important item in partially every Indian meal traditionally pickle recipes using unique spice mixes and vegetables oils are made a wide variety of vegetables. Nirapara silky pickles are delicious, mouthwatering and are perfect appetizer in every meal. Nirapara pickles are manufactured in a state-of –the art facility meeting international standards of hygiene and purity. Only the best quality materials are sourced. The pickles are made under the supervision of experts. Cut mango pickles Ginger pickle Garlic pickle Kadumango pickle Tender mango pickle Tindora pickle Loloica pickle Bitter gourd pickle Irumbenpuli pickle Gooseberry pickle Hot lime pickle Lime pickle Vadukapuli lime pickle ORGANIZATION STRUCTURE PRODUCTION DEPARTMENT Production is the process, developed to create a collection of input element i.e., Energy, capital, material, manpower such as labors used to produce output such as the finished goods in proper quantity and quality. Production department is deals with the process of producing products. That means converting input into output material is a very important factor of production. K.K.R group of companies mainly concentrates rice production, the raw material is paddy. This raw material collects from Kerala and other states. The production procedure starts with paddy pre cleaning and ends with colure sorting, packing and dispatch. The company also produces some other products such as rice products wheat products, curry power, pickle etc this products are produced by separate production procedure and new technology is used for the production of these products. The organisation is taking care to retain the entire nutritious at the time of production. The capacity of rice production is 144 tons per day in 3 shifts. FUNCTIONS OF PRODUCTION DEPARTMENT Assure that purchased raw materials are conforming to the purchase orders and specification. Establish points of inspection test at selected points in the production process. Evaluate and approve manufacturing equipment process, testing and testing equipment. Perform inspection and tests data and provide information on process and product quality level. Control the handling, preservation and packing of material and equipment from receipt through shipment of the final products. RESPONSIBILITIES OF PRODUCTION MANAGER Daily planning of production. Ensure monthly and daily planning of production. Check and verify process sheet. Check par boiling and drying process sheet. Check milling process sheet. Verify mechanical maintenance register. Verify goods received register. Verify packing material register. Inform the manager about stock of by product and other item. Conduct daily stand stand up meeting PURCHASE DEPARTEMENT The Purchase department plays a very important role in an organization because purchasing has its effect on vital factor concerning the manufacture, quality, cost, efficiency, and prompt delivery of goods to the customers. Its function is to procure raw materials, supplies, services, machines and tools at the most important function of materials management because at the moment an order is placed for the purchase of materials; a substantial part of the company’s finance, which affects cash flow position of the company. The purchase system is centralized in Nirapara. Centralized purchase department means that all the purchase function are routed through one department. This means that all the purchase should be made by the purchase department to avoid duplication, overlapping and non-uniform procurement. OBJECTIVES OF PURCHASE DEPARTMENT To make continuous availability of materials so that there may be uninterrupted flow of materials for production. To make purchase competitively and wisely at the most economic prices. To serve as an information center on the materials knowledge relating to prices, sources of supply, specification, mode of delivery ete. To purchase proper quality of materials to have minimum possible wastage of material and loss in production. To adopt the most advantageous method of purchase to ensure smooth delivery of materials from suppliers. To make purchase in reasonable quantities. FUNCTIONS OF PURCHASE DEPARTMENT Purchase requisition or indenting for materials Exploring the sources of supply and choosing the supplier Making purchasing order Receiving and inspecting materials Checking and passing of bill for payment RESPONSIBILITIES OF PURCHASE MANAGER Check whether there is continuous availability of raw material. Provide better control on purchasing power. Check purchase requisition or indenting of raw materials. Select suitable supplier based on terms and conditions. Preparation of purchase order for the supply of stores. Receiving and inspecting raw materials. Checking and passing of bills for payments 26