A STUDY ON MARKET DEMAND OF SUGUNA POULTRY IN CHENNAI CITY

PROJECT REPORT Submitted by Mr .S. ARUN GANAPATHY Reg. No. 09MBAB06

Under the guidance of Dr. AJOY MATHEW

Project Report Submitted to Department of Bharathiar School Of Management And Entrepreneur Development Bharathiar University

In Partial fulfillment of the requirements for the award of the Degree of MASTER OF BUSINESS ADMINISTRATION Department of Bharathiar School Of Management And Entrepreneur Development Bharathiar University Coimbatore-641 046

BONAFIDE CERTIFICATE

This is to Certify that Mr.S. Arun Ganapathy of II MBA, Bharathiar University, Coimbatore-641 046, has done Project entitled A Study on market demand of Suguna Poultry in Chennai city for the period from May 18th to july 12th 2010 During this period the interest shown by her towards corporate culture was very much appreciable.

Wishing her a grand success in all her future endeavours.

For. Dr. Ajoy Mathew Associate professor School of Management Studies Bharathiar University Coimbatore-641 046.

Project Viva-Voce held on: _______________

Internal Examiner

External Examiner

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ACKNOWLEDGEMENT

I express my deepest sense of gratitude to the GOD almighty for the abundant blessing without which the study would have never been light of the day.

I hereby acknowledge my sincere gratitude to the Department of Management Sciences, Bharathiar University, Coimbatore for giving me an opportunity to undergo MBA Degree Course and to undertake this project work successfully.

I owe my reverential gratitude to Mr.Kandasamy, Marketing Manager, Suguna Poultry for providing me a wonderful opportunity to do my project in their esteemed organization. I also pay gratitude to Ms.Anitha, Human Resources Trainee who guided me for this Project.

wish

to

express

my

deep

sense

of

gratitude

to

my

guide

for his valuable guidance and suggestions rendered at each stage of this project.

Last, but not least, I would like to acknowledge my whole hearted support of my parents, faculties, Corporate executives and friends who helped me at various stages in completing this work successfully.

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CERTIFICATE OF THE GUIDE

This is to Certify that the Project work entitled A Study on Market Demand of Suguna Poultry in Chennai city is a bonafide work of Mr.S.Arun Ganapathy , Reg. No. 09MBAB06 in partial fulfilment for the award of MBA of Bharathiar University under my guidance during the year 2010. This Project work is an original work done and not submitted earlier of the award of any Degree/Diploma elsewhere.

STUDENTS SIGNATURE

GUIDE

Dr.Ajoy Mathew Associate professor School of Management Studies Bharathiar University Coimbatore-641 046. .

INTERNAL EXAMINER

EXTERNAL EXAMINER

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SYNOPSIS The Project work entitled, A Study on Market demand of Suguna Poultry in Chennai city is an outcome of two month study. The objective of the study is to assess the current situation of demand and future action towards the marketability of Suguna chicken particularly with reference to Chennai city. The star hotel are facing problem due to the price fixed by Suguna chicken despite its good quality and find ways to come out of the current situation. The study also explains the current scenario for channels of marketability of Suguna chicken in Chennai city and give suitable solutions to the existing problems relating to it.

CONTENTS CHAPTER DESCRIPTION LIST OF TABLES LIST OF CHARTS 1 INTRODUCTION 1.1 Introduction to Suguna Chicken 1.2 Review of Literature 1.2 Need of the study 1.3 Scope of the study 1.4 Objectives of the study 1.5 Limitations of the study 2 RESEARCH METHODOLOGY 2.1 Research Design 2.2 Tools for data collection 2.3 Tools used for data analysis 3 ANALYSIS, DISCUSSION & CONCLUSION 3.1 Percentage Analysis 3.3 Chi Square Analysis 4 5 6 FINDINGS SUGGESTIONS CONCLUSION PAGE NO.

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LIST OF TABLES

S.No. 3.1.1. 3.1.2. 3.1.3. 3.1.4. 3.1.5 3.1.6

Table Contents Table showing the kind of chicken the respondent buys often Table showing source of getting the supplies from, if buying live chicken Table showing source of getting the supplies from, if buying processed chicken Table showing whether the respondent is aware of established companies who supply processed chicken in India Table showing if aware, name of the companies Table showing whether the respondent is aware of difference between chilled chicken and frozen chicken Table showing whether the respondent is aware of difference between chilled chicken and frozen chicken Table showing which portion sells more Table showing opinion about price of processed chicken over live chicken Table showing whether the respondent is willing to pay a premium of a quality product Table showing what % the respondent is willing to pay, if ready to pay a premium for a quality product Table showing whether the processed chicken is good alternative for the live chicken Table showing in which way processed chicken is good alternative for live chicken Table showing in which way live chicken is better than processed chicken Table showing respondents of reputed companys vii

Page No.

3.1.7 3.1.8 3.1.9

3.1.10

3.1.11

3.1.12

3.1.13

3.1.14 3.1.15

3.1.16 3.1.17 3.1.18

Table showing the discount structure from the existing supplier Table showing the ranking of companies in order of the respondents preference Table showing the reason for buying from the present supplier(MULTIPLE RESPONSE) Table showing whether the respondent is interested in

3.1.19

shifting to some other brand if advantages are extended in all the aspects

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LIST OF CHARTS

S.No. 3.1.1. 3.1.2. 3.1.3. 3.1.4. 3.1.5 3.1.6

Chart Contents Chart showing the kind of chicken the respondent buys often Chart showing source of getting the supplies from, if buying live chicken Chart showing source of getting the supplies from, if buying processed chicken Table showing whether the respondent is aware of established companies who supply processed chicken in India Chart showing if aware, name of the companies Chart showing whether the respondent is aware of difference between chilled chicken and frozen chicken Chart showing whether the respondent is aware of difference between chilled chicken and frozen chicken Chart showing which portion sells more Chart showing opinion about price of processed chicken over live chicken Chart showing whether the respondent is willing to pay a premium of a quality product Chart showing what % the respondent is willing to pay, if ready to pay a premium for a quality product Chart showing whether the processed chicken is good alternative for the live chicken Chart showing in which way processed chicken is good alternative for live chicken Chart showing in which way live chicken is better than processed chicken Chart showing respondents of reputed companys

Page No.

3.1.7 3.1.8 3.1.9 3.1.10

3.1.11

3.1.12

3.1.13

3.1.14 3.1.15

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3.1.16 3.1.17 3.1.18

Chart showing the discount structure from the existing supplier Chart showing the ranking of companies in order of the respondents preference Chart showing the reason for buying from the present supplier(MULTIPLE RESPONSE) Chart showing whether the respondent is interested in

3.1.19

shifting to some other brand if advantages are extended in all the aspects

CHAPTER 1 - INTRODUCTION

Overview of Suguna Poultry

In its 25 years of existence, Suguna has gone from strength to strength and has become a Rs. 1730 crore company that makes it Indias No. 1 broiler producer. Along the way, Sugunas pioneering efforts in contract farming helped create thousands of rural entrepreneurs who share the growth successfully. "Poultry Integration" introduced and pioneered by Suguna in the country has energized the livelihoods of farmers in rural India.

Suguna ranks among the top ten poultry companies worldwide. With operations in 11 states across India, it offers a range of poultry products and services. The fully integrated operations cover broiler and layer farming, hatcheries, feed mills, processing plants, vaccines and exports. Suguna markets live broiler chicken, value added eggs and frozen chicken. With the intent to provide consumers with fresh, clean and hygienic packed chicken, Suguna has set up a chain of modern retail outlets. Today, the companys brand Suguna Chicken is a household name in India. With its Suguna Daily Fressh outlets, Suguna Home Bites, Suguna Anytime processed chicken and four varieties of specialty Suguna value added eggs, Suguna is the undisputed leader in poultry products. Suguna Home Bites being the latest in its product range is a new category of home meal replacements (HMR).

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History

Managing Director Mr. B.Soundararajan and Joint Managing Director Mr. G.B.Sundararajan saw potential in growing the Indian Poultry Industry through integration, which later came to be known as Contract Farming. This led Suguna Poultry to pioneer contract farming in India.

In 1986, Mr. B.Soundararajan and Mr. G.B.Sundararajan set up a poultry farm with 170 layer birds at Udumalpet. During 1989 - 90, when chicken prices crashed because of an over-supply of birds in the local market, Suguna saw an opportunity for business growth by helping the poultry farmers who had bought feed and medicines on credit and could not clear their dues. To help them recover their money, these visionaries began to provide feed and health support to indebted farmers in return for the end product - eggs. The success of this exercise gave birth to the Suguna Integration Model.

The poultry integration model has set a win-win situation for both the farmer and the integrator. Farmers are provided with day-old chicks, feed and health support. Performance is monitored on a daily basis with Suguna field staff visiting the farms to check on the health of the birds, feed intake, growth and mortality levels. In six weeks time, the birds are weighed and are ready to be sold by Suguna. Farmers are paid a handsome growing charge for the birds at the end of this period. Thus, Suguna takes this success model to the next level vision of energising rural India benefiting the country, farmer and the company.

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A constant and relentless drive has taken the company's growth and expansion which covers over 15,000 farmers from 8,000 villages in 11 Indian states. Impressed by the model and its success, Suguna receives invitations from many state governments to set up its operations. Many investors and delegates from across borders visit Sugunas facilities to study this model and later adopt in their own countries.

With mastery and success in contract farming, Suguna has shaped the poultry industry to its current position in India.

Suguna's largest and most valuable asset today are its people - 15,000 farmers, 25,000 channel partners and 4,800 employees who are integral to the Suguna family. Every member of the Suguna family works towards the vision of energizing rural India.

A multifaceted and talented workforce who brings cutting edge perspectives to practice, Suguna believes in the potential of its people, be it farmers, traders, veterinarians, management, finance, agricultural or engineering professionals. Every individual is focussed on modernizing the industry to ensure Suguna becomes a world leader in the poultry industry. Sugunas employees are proud of the fact that they are part of an organization that has benefited thousands of farmers and has created employment opportunities for many more people.

Suguna has also provided employment and assured income to thousands of farmers with its contract farming. Farmers receive assistance at every step, ensuring that they are at zero risk with regards to price fluctuations and market conditions. With incentive programs, farmers are constantly encouraged to perform better. Today over 15,000

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empowered farmers and 10 lakh prosperous rural households reflect Sugunas commitment to improve the social and economic status of rural India.

Over 25,000 traders, suppliers and franchisees are Suguna's channel partners that are present across the country. A systematic and transparent chain of transactions and a well organized forward integration has ensured a steady and comfortable supply of products throughout the year. This has provided a perfect opportunity for partners to grow with Suguna.

With complete support and co-ordination from every member of the family, Suguna today is a bustling Rs. 1730 crore enterprise, rewriting the futures of countless farmers and entrepreneurs.

Recognitions

Ever since inception, Suguna has been recognized as an innovative and successful business organization. From the time Suguna started its first breed operations till today, it has collected accolades both in India and across the world.

Some notable industry recognitions: Year 1994 1995 1995 - 1996 1997 - 1998 Award National Trade Excellence Award by the Ministry for Power, Government of India 2nd Best Performance Award, National Productivity Council, New Delhi 2nd Best Performance Award, National Productivity Council, New Delhi xiv

1998 - 1999 1999 - 2000 2000 - 2001 2001 - 2002 2007

2nd Best Performance Award, National Productivity Council, New Delhi 2nd Best Performance Award, National Productivity Council, New Delhi 1st Best Performance Award, National Productivity Council, New Delhi 2nd Best Performance Award, National Productivity Council, New Delhi Asian Livestock Industry Award, Malaysia

Creating value

Suguna believes in creating value for its stakeholders in everything that it does. Be it farmers, customers, traders, employees, suppliers, partners or other institutions, Suguna ensures value addition in every transaction and investment. Suguna makes a difference through processes, technology and people. Quality and innovation are core values at Suguna. And Suguna creates value in several ways, benefiting countless number of people, particularly farmers, traders, customers and employees.

Pioneering efforts by Suguna in contract farming has changed the landscape of the Indian poultry industry, and has transformed the lives of lakhs of farmers and people across Rural India. Through poultry integration, Suguna provides livelihood and assured income to thousands of farmers and also provides indirect employment, assuring a better future to lakhs of rural households. Sugunas success lies in building strong and loyal relationships with the farmers who are more than simply an extension of our value chain. We see them as partners, and we believe strongly in our vision of Energising Rural India. Through the success of xv

contract farming, Suguna has built up a strong and innovative business model which cannot be replicated easily. Seeing the impact of Sugunas initiatives on rural development, Chief Ministers of other States such as Andhra Pradesh, West Bengal, Punjab and Jharkand have approached Suguna to set up operations in their states.

Suguna successfully reduced middlemen in the poultry chain from 14 to 4. Farmers deal only with the company, and get assured returns. Suguna provides them all the inputs and in return, the farmers get a fixed growing charge which can be increased through optimizing production cost.

Suguna also bears the production and market risks, thereby protecting the livelihoods of farmers. Regardless of the market price, the farmers still get the assured growing charge, and incentives.

Suguna provides a lot of project guidance and assistance with getting finance, and provide farmers with continuous technical training in scientific poultry management practices. In some areas, farmers approach Suguna with only land, and we help them to put up a poultry farm, and then place our chicks and train the farmers to manage the birds. Our line supervisors visit the farms every day to monitor the birds and to troubleshoot problems.

To service this massive base of 15000 farms, Suguna has invested in highly sophisticated technology and infrastructure. With state of the art hatcheries, and an advanced R&D Centre, feedmills, veterinarians, scientists, and professionals, farmers xvi

are assured of the best quality chicks, feed and professional care. Importantly, Sugunas scientists and employees train the farmers in GMP (Good Management Practices) too. Through all these, Suguna brings tremendous value to the farmers who may otherwise be unable to have access to all these on their own.

The success of the contract farming model has encouraged Suguna to carry such innovative approaches to other areas in backward integration, such as corn farming where Suguna practices Contact Farming. Experts from our corn division encourage farmers to grow corn, explain the benefits and the know-how, and educate them in scientific farming methods to help increase their yield. Suguna offers a buy back guarantee, so that the farmer gets a better price for his crop. This way, Suguna procures 4 lakh tons of maize p.a. from farmers in Karnataka alone, which equals to approximately 2.5 lakh cultivated acres, directly benefiting at least 50,000 farmers.

Through this direct procurement, Suguna also assures farmers fair prices and enormous savings by way of transparent transactions and quick payments.

Suguna also indirectly adds value to rural farmers and suppliers in other ways, such as purchasing supplies and providing direct and indirect employment. Suguna purchases raw materials worth more than Rs.1030 crores per year. Suguna has a strong SCM (Supply-Chain Management) Division which constantly focuses on setting up direct contact with small and medium manufacturers. It works with them to bring their standard on par with international quality standards, and then sources raw materials from them. This focus ensures manufacturers get better prices for their materials and Suguna gets better quality. xvii

Suguna has a multifaceted and talented workforce that brings puts cutting-edge perspectives to practice. This 4,800-strong employee base grows and prospers along with Suguna through endless opportunities for learning and self-development that play major role in shaping the careers and lives of many people. Sugunas vast infrastructure provides employment to skilled and unskilled workers and professionals from urban, semi-urban and rural areas. Sugunas strong belief in promoting employees from within the organisation, has ensured good career succession plans and growth opportunities for people with basic educational qualifications who have developed their skills and knowledge on the job. Today, several people in the middle and senior management have risen from within the ranks. Suguna also encourages employees children through special educational initiatives in the form of awards and incentives. Suguna celebrates 25 years of good health and great taste. Sugunas focus on creating nutrition-enriched products brings to the society, healthy and wholesome chicken adhering to international standards, and yet, affordably priced. Not only just this, Suguna has also launched value added products that include value added eggs, hygienic chicken retail stores, frozen chicken and ready to eat heat n eat home meal replacements. All backed by the Suguna promise of quality and purity.

The stringent quality controls means that every single product manufactured by Suguna adheres to international standards assuring you 100% healthy and hygienic chicken products. A strategic forward integration into retail and foods through value added products means quality products that reach the consumer's table with the added

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convenience of easy preparation and less cooking time. Giving the consumer better value for money.

Corporate Social Responsibility

Ever since inception, Suguna has made social responsibility initiatives a major part of its core values. The social responsibility initiatives today reflect conscious efforts to transform the economic and social development of rural India.

Energising rural India has been the vision that accompanied Suguna's growth. Every business activity undertaken has been and will always be linked to this vision. Sugunas employees share this vision and contribute towards it actively. Another focus of Suguna has been re-planting lakhs of trees across the country to increase the green cover and help in soil restoration. Suguna has donated over 25 lakh saplings to governmental, non-governmental, and voluntary organisations, schools, colleges and general public.

Taking forward the core values, a host of initiatives have been put into action. From instituting rewards to school toppers as part of educational programs, to providing aid for government schools and hospitals, Suguna is undertaking a wide range of socioeconomic, environmental, educational and health initiatives.

Improving the quality of life of employees, their families, as well as the local community and society at large is a promise that Suguna aims to fulfil in the long run. Since health is an important issue, Suguna believes in initiatives such as conducting motivational programs for children in orphanages, eye check-up camps, blood donation camps, and artificial limb donation. xix

Farmers With over 15,000 farmers and Sugunas network is only growing. Started with the vision to Energise Rural India, Suguna has successfully enriched the lives of many a rural households. Pioneering the poultry integration or contract farming model, Sugunas presence is well established in 11 states across the country. Sugunas focus and its vast experience in the field of poultry operations brings you indepth expertise and professionalism. With intent to provide quality support and deliver quality products to end consumers, Suguna invests heavily in technology and research and development.

Over a period of 25 years, Suguna has mastered the art of cost and productivity optimization. Company owned feed mills, research and development centers, training programs, processing plants, hatcheries, efficient supply chain management, technology infrastructure are indicators that you need not look outside when you are part of Sugunas family of successful poultry farmers.

Learn about the various offerings we have for you and get set for a journey of success. With Suguna, you can be sure. Sugunas vision to Energise Rural India has made it a leader in the Indian poultry industry. Sugunas constant endeavor to deliver high quality products has resulted in it becoming a household name.

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This success has only inspired us to seek out more quality partnerships. With the intent to offer the best products to a large network of over 15,000 farmers and delight consumers with every bite, Suguna is constantly identifying partners it can build lasting relationships with.

If you are a trader, supplier or someone looking to set up your own business through franchisee models, Suguna is your call for success and growth. Having grown to a Rs. 1730 crore company, Sugunas appetite for growth has only increased.

Come be part of this Indian poultry success story and grow with Suguna.

Brands Quality and Innovation the cornerstones of Sugunas growth.

Being a pioneer in the poultry industry in India, most of the initiatives are designed keeping you in mind. Suguna leaves no stone unturned to identify your needs and concerns about quality poultry meat. With significant investment of resources, Suguna ensures everyone right from farmers and suppliers to employees are well trained to maintain the highest of quality and hygiene factors.

With a vision to build great brands that are well accepted and appreciated, Suguna is constantly bringing you innovative products. Sugunas efforts are well synchronized to offer you meaningful products that provide complete value, convenience and satisfaction.

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Product range: Quick bite with Suguna Home Bites, choicest of chicken portions with Suguna Anytime, Value Added Eggs catering to the various needs of the health conscious consumer and Suguna Daily Fressh, a chain of retail outlets that are pleasing in ambience, and are hygienic and convenient for the contemporary consumer. Of course, theres always your favorite Suguna Chicken Younger, Tender, Better.

Go ahead, spend some time to know our brands and treat yourself to a delicious and healthy meal.

Institutional Sales

Suguna offers a wide range of innovative products to its consumers and its partners. Suguna recognizes the importance of the quality commitment of its institutional partners and is committed to deliver products of the highest quality. This commitment is further underlined with the implementation of HACCP (Hazard Analysis and Critical Control Points) systems.

Suguna is well prepared with its state-of-the-art processing plant to meet the ever growing demand of its institutional partners. With a current monthly production of 1500 metric tons, Suguna is all set to launch additional processing plants to cater to the growing demand. This helps in providing institutional partners an advantage with continuous service availability along with cost and product quality benefits. Sugunas innovative and popular products range from the best selling Daily fressh chilled chicken,Suguna Home Bites, Value added eggs like sausages, salami, stuffed turkey, galantines and Value added eggs to ready-to-eat chicken treats. xxii

Sugunas layer farms across the country produce value added eggs catering to the health and wellness conscious consumer. The hens in the farm are fed with naturally enriched feed that contains various minerals and nutrients. These eggs are known for their high nutrition quality compared to other table eggs.

As an innovative player in the poultry food industry, Suguna has launched a new category of home meal replacements - Suguna Home Bites and Suguna anytime - a range of ready to heat and eat chicken products. The recipes are created by expert chefs and are manufactured at Sugunas own food processing plants. Suguna Home Bites and Suguna anytime are tasty and convenient for cooking. The expert recipes ensure every bite tastes right.

These commitment levels to offer quality and innovative products have made Suguna a brand to reckon with.

Exports

Being a pioneer in the poultry industry in India for more than two decades, Suguna has successfully made inroads into the international markets. Today, Suguna has an exceptional track record of exporting frozen chicken to countries like Saudi Arabia, Kuwait, Dubai, Oman, Bahrain, Afghanistan, Qatar and Japan.

Partner with Suguna and you will experience that the products supplied are of the highest quality. With visionary leadership and scientific poultry management practices, Suguna has successfully incorporated global standards and is on par with all major international players. xxiii

Needless to say, your demands will be met adequately with our efficient supply chain and a huge network of over 15,000 poultry farmers. Explore a little to know what Suguna has to offer that will keep your customers delighted with quality supply of frozen poultry meat.

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1.2 Review of Literature Poultry & Egg Market News Publications Poultry Market News covers the supply, demand, and price situation on a regional, national, and international basis for poultry and eggs and their respective products. Title: Characterisation of the smallholder poultry marketing systems in rural Malawi: a case study of Malingunde Extension Planning Area. Personal Authors: Gausi, J. C. K., Safalaoh, A. C. L., Banda, J. W., Ng'ong'ola, D. H. Author Affiliation: Ntcheu Rural Development Programme, P. O. Box Ntcheu, University of Malawi, Bunda College of Agriculture, P. O. Box 219, Lilongwe, Malawi. Editors: No editors Document Title: Livestock Research for Rural Development Abstract: A study was conducted to characterise existing rural smallholder poultry marketing systems in four villages of Malingunde Extension Planning Area (EPA) in Lilongwe West Rural Development Project (RDP) in Malawi. 147 households were selected through a two-stage cluster sampling procedure from Ishmael, Mankhanga, Sinyala and Kalonga II villages. A survey was done to determine market players, marketing channels, household selling decisions and marketing margins. The major constraints in rural chicken marketing were identified as low prices (72.0% of the respondents), low marketable output (57.3% of respondents) and long distances to reliable markets (26.6% of the respondents). Farmers' decision to sell chickens was significantly affected by the source of chickens sold and the number of chickens lost. The study also

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showed that there are three main frequently used chicken marketing channels as follows: (1) direct producer to consumer selling (PC channel); (2) rural assembler selling to retailers for final selling to consumers (RA-R channel) and (3) assemblerretailer (AR channel) where assembly and retailing functions were integrated. The total channel margin generated as a proportion of the producer price was 100%, 75.6% and 28.7% in the PC, RA-R and AR channels respectively. Transport costs constituted the major marketing cost item. It is suggested that chicken and egg marketing of rural chicken farmers can be improved through formation of marketing groups and training of farmers in enterprise development. Research Journal of Poultry Sciences Year: 1707 | Volume: 1 | Issue: 2 | Page No.: 23-25 DOI: 10.3923/rjpscience.1707.23.25 Economic Analysis of Poultry Marketing in Ido Local Government Area of Oyo State, Nigeria O.I. Adesiyan , O.A. Adeleke and B.A. Salako Abstract: This study examined the economics analysis of poultry product marketing in Ido Local Government area of Oyo State, Nigeria. Sixty respondents were selected randomly and a well structured questionnaire was used to collect the data. Descriptive, budgeting and regression analysis was used for the processing of the data. The results showed that most of the respondents are write and they are in their active ages, also majority of the marketers are married. Budgeting analysis indicated that poultry product marketing is profitable, while regression analysis showed that there is significant relationship between the social economic characteristics of the respondents and the net

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returns. However, the net returns of poultry product marketers were negatively affected by age, marital status, area of specialization and source of income. An effective and cheap means of storage facility, feed and chicken processing is required to encourage production and reduce marketing cost.

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1.3 Need of the study To know the market demand of suguna poultry in Chennai city. To know the trend in Suguna poultry and project for future study. To know the various strategies relating to star hotels of Suguna chicken. To understand and study the cost effectiveness of Suguna chicken pertaining to different class of people. To study the problems faced by star hotel in marketing Suguna chicken.

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1.4 Scope of the study The scope of the study is to formulate a new decision making and planning for marketability of Suguna chicken and identify the root cause of marketing problems and resolve the issues.

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1.5 Objectives of the study To study the issues relating to marketability of Suguna chicken in Chennai. To give suitable solutions of the market demand for factors influencing the marketability of Suguna chicken. To give the customers a focus on current year in sales of Suguna chicken. To identify the factors which are barriers in marketability of Suguna chicken.

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1.6 Limitations of the study Time is the major constraint for the study. The respondents hesitated to answer the questions even though confidentiality was assured. The sample size surveyed was restricted to 140 due to the availability of the star hotels busy schedule within the time frame. There might be incorrect information given by the star hotels for their own advantage which may affect the study.

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CHAPTER- 2 RESEARCH METHODOLOGY Research Information It is necessary to explain the methodological steps involved in the present project work which identifies and analyzes the potential analysis of wholesalers and retailers of Suguna Poultry in Chennai city. 2.1 Research Design The present study is exploratory in nature. The study includes facts finding enquiries on the scenario of the present situation of marketability of Suguna chicken in Chennai city. The major purpose of exploratory research is to give solution to the existing situation as it exists at present. Here, the researcher has no control over the variables and he can only report what has happened or what is happening. The study aims at collecting the opinion of the wholesalers and retailers about the textile industry and suitable suggestion were given therein. SOURCE DATA The primary data for the study has been collected through a structured questionnaire administered on the respondents effectively. The researcher has also collected more information about the topic from numerous journals, magazines, published project reports and internet.

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2.2 Tools for data collection QUESTIONNAIRE: A questionnaire is a list of question to be answered in a study. A structured questionnaire is used in this study to collect opinion from the respondents regarding the marketability of Suguna chicken in Chennai city. Types of questions used are; 1. Open ended questions. 2. Closed ended questions.

Interview Schedule The interviewer uses either an interview schedule or an interview guide. A schedule is a structured set of questions which are usually asked orally and recorded in writing by the interviewer. 2.3 Tools used for data analysis After the collection of data, it is necessary that these data are analyzed. In the present study, the researcher has used percentage analysis and some basic statistical tools like Percentage, Chi Square Analysis were used to analyze the data collected. Sample Size The sample size taken was 140 for time convenience. Sampling Procedure The sampling procedure adopted was convenient sampling.

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CHAPTER 3 ANALYSIS AND INTERPRETATION 3.1 PERCENTAGE ANALYSIS Table 1 : Table showing the kind of chicken the respondent buys often S.No. 1 2 3 Kind of chicken Live Frozen Chilled Total No. of respondents 36 50 54 140 % of respondents 25.7% 35.7% 38.6% 100%

Source: primary data Interpretation: It is observed that 25.7% of the respondents deal with live chicken, 35.7% of the respondents deal with frozen chicken and 38.6% of the respondents deal with chilled chicken. Hence majority (38.6%) of the respondents deal with chilled chicken.

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Chart 1 : Chart showing the kind of chicken the respondent buys often

60 50 50

54

No. of respondents

40 30 20 10 0

36 Live Frozen Chilled

Live

Frozen Kind of chicken

Chilled

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Table 2 : Table showing source of getting the supplies from, if buying live chicken S.No. 1 2 3 Source of getting Local Supplier Established company Both Total No. of respondents 9 16 11 36 % of respondents 25.0% 44.4% 30.6% 100%

Interpretation: It is observed that out of 36 respondents who deal with live chicken, 9% of the respondents said that they are getting chicken from the local supplier, 44.4% are getting from established company and 30.6% of the respondents are getting from both. Hence majority (44.4%) are getting from established company and 30.6% of the respondents are getting from both

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Chart 2 : Chart showing source of getting the supplies from, if buying live chicken

18 16 16 14

No. of respondents

12 10 8 6 4 2 0 Local Supplier Established company Source of getting 9

11 Local Supplier Established company Both

Both

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Table 3 : Table showing source of getting the supplies from, if buying processed chicken

S.No. 1 2 3

Source of getting Distributor Established company Both Total

No. of respondents 35 35 34 104

% of respondents 33.7% 33.7% 32.7% 100%

Interpretation: It is observed that out of 104 respondents who deal with processed chicken, 33.7% of the respondents said that they are getting chicken from the distributor, 33.7% are getting from established company and 32.7% of the respondents are getting from both. Hence majority (33.7%) are getting from distributor as well as established company.

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Chart 3 : Chart showing source of getting the supplies from, if buying processed chicken

35.2 35 35 34.8 35

No. of respondents

34.6 34.4 34.2 34 34 33.8 33.6 33.4 Distributor Established company Source of getting Both Distributor Established company Both

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Table 4 : Table showing whether the respondent is aware of established companies who supply processed chicken in India

S.No. 1 2

Response Yes No Total

No. of respondents 70 70 140

% of respondents 50.0% 50.0% 100%

Interpretation: It is observed that 50% of the respondents said that they are aware of established companies who supply processed chicken in India and 50% of the respondents said that they are unaware of established companies who supply processed chicken in India. Hence majority (50%) 50% of the respondents said that they are not aware of established companies who supply processed chicken in India

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Chart 4 : Chart showing whether the respondent is aware of established companies who supply processed chicken in India

80

70
70

70

60

No. of respondents

50

40

Yes

30

No

20

10

Yes
Response

No

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Table 5: Table showing if aware, name of the companies Companys name Sakthi Suguna Adhithya KS Others Total

S.No. 1 2 3 4 5

No. of respondents 12 25 14 19 12 70

% of respondents 17.1% 35.7% 20.0% 27.1% 17.1% 100%

Interpretation: It is observed that out of 70 respondents, 17.1% of the respondents are aware of Sakthi chicken, 35.7% of the respondents are aware of Sakthi chicken, 20% of the respondents are aware of Adhithya chicken, 17.1% of the respondents are aware of KS chicken and 17.1% of the respondents are aware of other brands of chicken. Hence majority (35.7%) of the respondents are aware of Suguna chicken.

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Chart 5: Chart showing if aware, name of the companies

30 25 25

No. of respondents

20

19 Sakthi

15 12 10

14

Suguna Adhithya KS

0 Sakthi Suguna Adhithya KS Companys name

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Chart 6 : Chart showing whether the respondent is aware of difference between chilled chicken and frozen chicken S.No. 1 2 Response Yes No Total No. of respondents 55 49 104 % of respondents 52.9% 47.1% 100%

Interpretation: It is found that 52.9% of the respondents said that they are aware of difference between chilled chicken and frozen chicken and 47.1%. of the respondents said that they are not aware of difference between chilled chicken and frozen chicken. Hence majority (52.9%) of the respondents said that they are aware of difference between chilled chicken and frozen chicken

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Table 6 : Table showing whether the respondent is aware of difference between chilled chicken and frozen chicken

56

55
55 54 53

No. of respondents

52 51 50 Yes

No

49
49 48 47 46

Yes
Response

No

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Chart showing 7 : Chart showing the average consumption per week in suguna, chennai Live S.No. Quantity No. 1 2 3 30-40 40-50 50-60 Total 11 14 11 36 % 30.6% 38.9% 30.6% 100% No. 24 12 14 50 % 48.0% 24.0% 28.0% 100% No. 20 12 22 54 % 37.0% 22.2% 40.7% 100% Frozen Chilled

Interpretation: It is observed that in live chicken out of 36 responses, the highest quantity consumed is 40-50, in frozen chicken out of 50 responses, the highest consumed is 30-40 and in chilled chicken out of 54 responses, the highest consumed is 50-60.

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Chart showing 7 : Chart showing the average consumption per week in suguna, chennai

30 25 24 22 20 20 30-40 15 11 10 5 0 Live Frozen Kind of chicken Chilled 14 11 12 14 12 40-50 50-60

No. of respondents

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Table 8 : Table showing which portion sells more S.No. 1 2 3 4 5 Portion Breast Leg Boneless Whole chicken Drumstick Total No. of respondents 18 32 27 28 35 140 % of respondents 12.9% 22.9% 19.3% 20.0% 25.0% 100%

Interpretation: It is observed that 12.9% of the respondents said that breast portion sells more, 22.9% of the respondents said that leg portion sells more, 19.3% of the respondents said that boneless portion sells more, 20% of the respondents said that whole chicken sells more and 25% of the respondents said that drumstick portion sells more. Hence majority (25%) of the respondents said that drumstick portion sells more.

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Chart 8 : Chart showing which portion sells more

13% 25%

Breast Leg 23% Boneless Whole chicken Drumstick

20%

19%

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Table 9 : Table showing opinion about price of processed chicken over live chicken S.No. 1 2 3 4 5 Opinion Very high Moderately high Equal Lower Dont know Total No. of respondents 34 26 35 24 21 140 % of respondents 24.3% 18.6% 25.0% 17.1% 15.0% 100%

Interpretation: It is observed that 24.3% of the respondents said that price of processed chicken over live chicken is very high, 18.6% of the respondents said that price of processed chicken over live chicken is high, 25% of the respondents said that price of processed chicken over live chicken is moderately high, 17.1% of the respondents said that price of processed chicken over live chicken is lower and 15% of the respondents said that they have no opinion over the price of processed chicken over live chicken. Hence majority (25%) of the respondents said that price of processed chicken over live chicken is moderately high.

Chart 9 : Chart showing opinion about price of processed chicken over live chicken

15% 24%

Very high 17% Moderately high Equal Low er Dont know 19%

25%

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Table 10 : Table showing whether the respondent is willing to pay a premium of a quality product S.No. 1 2 Response Yes No Total No. of respondents 78 62 140 % of respondents 55.7% 44.3% 100%

Interpretation: It is observed that 55.7% of the respondents are willing to pay a premium of a quality product and 44.3% of the respondents are not willing to pay a premium of a quality product Hence majority (55.7%) of the respondents are willing to pay a premium of a quality product.

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Chart 10 : Chart showing whether the respondent is willing to pay a premium of a quality product

90 80 70

78

62
No. of respondents
60 50 Yes 40 No 30 20 10 0

Yes
Response

No

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Table 11 : Table showing what % the respondent is willing to pay, if ready to pay a premium for a quality product S.No. 1 2 3 % more 5% 10% 20% Total No. of respondents 29 21 28 78 % of respondents 37.2% 26.9% 35.9% 100%

Interpretation: It is observed that out of 78 respondents, 37.2% of the respondents said that they are ready to pay upto 5% for a premium for quality product, 26.9% of the respondents said that they are ready to pay upto 10% for a premium for quality product and 35.9% of the respondents said that they are ready to pay upto 20% for a premium for quality product. Hence majority (37.2%) of the respondents said that they are ready to pay upto 5% for a premium for quality product.

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Chart 11 : Chart showing what % the respondent is willing to pay, if ready to pay a premium for a quality product

35 30 29 28

No. of respondents

25 21 20 15 10 5 0 5% 10% % more 20% 5% 10% 20%

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Table 12 : Table showing whether the processed chicken is good alternative for the live chicken S.No. 1 2 Response Yes No Total No. of respondents 68 72 140 % of respondents 48.6% 51.4% 100%

Interpretation: From the above table it is found that 82.5% of the respondents said that the processed chicken is good alternative for the live chicken. 17.5% of the respondents said that the processed chicken is good alternative for the live chicken. Hence majority (82.5%) of the respondents said that the processed chicken is good alternative for the live chicken.

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Chart 12 : Chart showing whether the processed chicken is good alternative for the live chicken

73

72
72

71

No. of respondents

70 Yes 69 No

68
68

67

66

Yes
Response

No

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Table 13 : Table showing in which way processed chicken is good alternative for live chicken S.No. 1 2 3 4 Response Healthier Ready to cook Easily available Cheaper Total No. of respondents 13 19 21 15 68 % of respondents 19.1% 27.9% 30.9% 22.1% 100%

Interpretation: From the above table it is found that 19.1% of the respondents said that the processed chicken is good alternative over live chicken because it is Healthier, 27.9% of the respondents said that the processed chicken is good alternative over live chicken because it is Ready to cook, 30.9% of the respondents said that the processed chicken is good alternative over live chicken because it is Easily available and 22.1% of the respondents said that the processed chicken is good alternative over live chicken because it is is Cheaper. Hence majority (30.9%) of the respondents said that the processed chicken is good alternative over live chicken because it is easily available.

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Chart 13 : Chart showing in which way processed chicken is good alternative for live chicken

25 21 20 19

No. of respondents

15 15 13 Healthier Ready to cook Easily available 10 Cheaper

0 Healthier Ready to cook Easily available Cheaper Response

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Table 14 : Table showing in which way live chicken is better than processed chicken S.No. 1 2 3 4 Response Freshness Avoid food poisoning Nutrition Costlier Total No. of respondents 15 20 18 19 72 % of respondents 20.8% 27.8% 25.0% 26.4% 100%

Interpretation: From the above table it is found that out of 72 respondents, 20.8% of the respondents said that the processed chicken is not good alternative for live chicken is because of freshness, 27.8% of the respondents said that the processed chicken is not good alternative for live chicken is because of avoiding food poisoning, 25% of the respondents said that the processed chicken is not good alternative for live chicken is because of Nutrition and 26.4% of the respondents said that the processed chicken is not good alternative for live chicken is because of costlier. Hence majority (27.8%) of the respondents said that in the processed chicken is not good alternative for live chicken is because of avoiding food poisoning.

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Chart 14 :Chart showing in which way live chicken is better than processed chicken

25 20 20 18 15 15

19

No. of respondents

Freshness Avoid food poisoning Nutrition

10

Costlier

0 Freshness Avoid food poisoning Response Nutrition Costlier

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Table 15 : Table showing respondents of reputed companys

S.No. 1 2 3 4

Company Sakthi Suguna Adhithya KS Total

No. of respondents 31 104 33 32 200

% of respondents 22.1% 74.3% 23.6% 22.9%

Interpretation: From the above table it is found that 25.8% of the respondents said that they are buying from Sakthi, 74.3% of the respondents said that they are buying from Sugunai, 23.6% of the respondents said that they are buying from Adhithya and 22.9% of the respondents said that they are buying from KS. Hence majority (74.3%) of the respondents said that they are buying from Suguna.

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Chart 15 : Chart showing respondents of reputed companys

120 104 100

No. of respondents

80 Sakthi 60 Suguna Adhithya KS 40 31 33 32

20

0 Sakthi Suguna Company Adhithya KS

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Table 16 : Table showing the discount structure from the existing supplier S.No. 1 2 3 4 Discount rate <10% 10-15% 15-20% >20% Total No. of respondents 26 32 43 39 140 % of respondents 18.6% 22.9% 30.7% 27.9% 100%

Interpretation: From the above table it is found that 18.6% of the respondents said that discount rate from the existing supplier is below 10%, 22.9% of the respondents said that discount rate from the existing supplier is 10-15%, 30.7% of the respondents said that discount rate from the existing supplier is 15-20% and 27.9% of the respondents said that discount rate from the existing supplier is above 20%. Hence majority (30.7%) of the respondents said that discount rate from the existing supplier is 15-20%.

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Chart 16 : Chart showing the discount structure from the existing supplier

50 45 40 35 32 26 <10% 10-15% 15-20% >20% 43 39

No. of respondents

30 25 20 15 10 5 0

<10%

10-15% Discount rate

15-20%

>20%

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Table 17 : Table showing the ranking of companies in order of the respondents preference

RANKING S.No. Company I 1 2 3 4 Sakthi Suguna Adhithya KS 31 52 36 21 II 39 42 25 34 III 38 23 53 26 IV 32 23 26 59

Rank Score

Rank

2.51 2.12 2.49 2.88

III I II IV

Interpretation: It is observed that the respondent preferred Suguna chicken first with rank score 2.12 followed by Adhithya with rank score 2.49 followed by Sakthi with rank score 2.51 and lastly KS with rank score 2.88. Hence Suguna chicken ranked highest among the respondents.

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Chart 17 : Chart showing the ranking of companies in order of the respondents preference

0 0.5

Rank Score

1.5 2 2.51 2.5 2.88 3 3.5 Sakthi Suguna Company Adhithya KS 2.12 2.49

Sakthi Suguna Adhithya KS

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Table 18 : Table showing the reason for buying from the present supplier (MULTIPLE RESPONSE) S.No. 1 2 3 4 5 6 7 8 9 Reason Locally available Price Discounts Quality Brand Name Prompt supplies Payment terms Service Other options No. of respondents 17 9 22 13 16 15 18 15 15 % of respondents 12.1% 6.4% 15.7% 9.3% 11.4% 10.7% 12.9% 10.7% 10.7%

Interpretation: From the above table it is found that 12.1% of the respondents said that reason for buying from the present supplier is locally available, 6.4% of the respondents said that reason for buying from the present supplier is Price, 15.7% of the respondents said that reason for buying from the present supplier is Discounts, 9.3% of the respondents said that reason for buying from the present supplier is Quality, 10.7% of the respondents said that reason for buying from the present supplier is Prompt supplies, 12.9% of the respondents said that reason for buying from the present supplier is Payment terms, 10.7% of the respondents said that reason for buying from the present supplier is Service, 10.7% of the respondents said that reason for buying from the present supplier is Other options.

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Hence majority (15.7%) of the respondents said that reason for buying from the present supplier is discounts. Chart 18 : Chart showing the reason for buying from the present supplier

10.7%

12.1%

10.7%

6.4% Locally available Price Discounts Quality Brand Name 15.7% Prompt supplies Payment terms Service Other options

12.9%

10.7% 11.4%

9.3%

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Table 19 : Table showing whether the respondent is interested in shifting to some other brand if advantages are extended in all the aspects

S.No. 1 2

Response Yes No Total

No. of respondents 65 75 140

% of respondents 46.4% 53.6% 100%

Interpretation: From the above table it is found that 46.4% of the respondents said that they are interested in shifting to some other brand if advantages are extended in all the aspects and 53.6% of the respondents said that they are not interested in shifting to some other brand if advantages are extended in all the aspects. Hence majority (53.6%) of the respondents said that they are interested in shifting to some other brand if advantages are extended in all the aspects.

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Chart 19 : Chart showing whether the respondent is interested in shifting to some other brand if advantages are extended in all the aspects

76

75

74

72

No. of respondents

70

68

Yes

66

No

65

64

62

60

Yes
Response

No

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3.3 Chi Square test for association of attributes For a contingency table that has r rows and c columns, the chi square test can be thought of as a test of independence. In a test of independence the and alternative hypotheses are:

Hypothesis Ho: The two categorical variables are independent or not associated.

Alternative Hypothesis H1: The two categorical variables are associated. We can use the equation Chi Square = the sum of all the (Oi Ei)2. Here Oi denotes the frequency of the observed data and Ei is the frequency of the expected values. The general table would look something like the one below:

Category Category Category I II III Sample A Sample B Sample C Column Totals A D G a+d+g b e h b+e+h c f I c+f+I

Row Totals a+b+c d+e+f g+h+I a+b+c+d+e+f+g+h+i=N

Now we need to calculate the expected values for each cell in the table and we can do that using the row total times the column total divided by the grand total (N). For example, for cell a the expected value Ei would be (a+b+c)(a+d+g)/N.

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Once the expected values have been calculated for each cell, we can use the same procedure are before for a simple 2 x 2 table.

Observed Expected |Oi - Ei| (Oi - Ei)2 (Oi - Ei)2/Ei

Chi Square observe value =

(Oi Ei)2/ Ei

in

this example, Degrees of Freedom = (c - 1)(r - 1) = 2(2) =4

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Chi Square Test of Independence For a contingency table that has r rows and c columns, the chi square test can be thought of as a test of independence. In a test of independence the null and alternative hypothesis are:

Null Hypothesis H0: The two categorical variables are independent or not associated.

Alternative Hypothesis H1: The two categorical variables are related.

Level of Significance: 5% level or =0.05 (usually). We can use the equation Chi Square = the sum of all the (Oi Ei)2. Here Oi denotes the frequency of the observed data and Ei is the frequency of the expected values. The general table would look something like the one below:

Category I Sample A Sample B Sample C Column Totals A D G a+d+g

Category II b e h b+e+h

Category III c f I c+f+I

Row Totals a+b+c d+e+f g+h+I a+b+c+d+e+f+g+h+i=N

Now we need to calculate the expected values for each cell in the table and we can do that using the row total times the column total divided by the grand total (N). For example, for cell a the expected value Ei would be (a+b+c)(a+d+g)/N.

Once the expected values have been calculated for each cell, we can use the same procedure are before for a simple 2 x 2 table.

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Observed Expected |Oi - Ei| (Oi - Ei)2 (Oi - Ei)2/Ei

Chi Square observe value =

(Oi Ei)2/ Ei

in this example, Degrees of Freedom for 3x3 table= (r - 1)(c - 1) = 2(2) =4

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Chi Square test for association between type of processed chicken and source of buying Null Hypothesis H0: There is no association between type of processed chicken and source of buying. Alternative Hypothesis H1: There is an association between type of processed chicken and source of buying. Level of Significance: 5% level or =0.05.

Source of buying Distributor Type of processed chicken Frozen Chilled Total Interpretation: Interpretation: Since the Chi Square observed value (0.71) is less than the Chi square expected value (5.99) at 5% level of significance with probability 0.702 for 2 d.f., we accept the null hypothesis and say that there is no association between type of processed chicken and source of buying. Both the attributes type of processed chicken and source of buying are not associated. The source of buying is not dependent on type of processed chicken. 17 18 35 Established company 15 20 35 Total Both 18 16 34 50 54 104

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Chi Square test for association between type of chicken and willingness to pay premium for quality product Null Hypothesis H0: There is no association between type of chicken and willingness to pay premium for quality product. Alternative Hypothesis H1: There is an association between type of chicken and willingness to pay premium for quality product. Level of Significance: 5% level or =0.05.

Willingness to pay premium for quality product Yes Live Type of chicken Frozen Chilled Total Interpretation: 23 27 28 78 No 13 23 26 62

Total

36 50 54 140

Interpretation: Since the Chi Square observed value (1.36) is less than the Chi square expected value (5.99) at 5% level of significance with probability 0.5063 for 2 d.f., we accept the null hypothesis and say that the attributes type of chicken and willingness to pay a premium of a quality product are not associated. The willingness to pay a premium of a quality product is equally distributed over type of chicken. The willingness to pay a premium of quality product is not dependent on type of chicken.

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CHAPTER 4 FINDINGS

FINDINGS Majority (38.6%) of the respondents deal with chilled chicken. Majority (44.4%) are getting from established company and 30.6% of the respondents are getting from both Majority (33.7%) are getting from distributor as well as established company. Majority (50%) 50% of the respondents said that they are not aware of established companies who supply processed chicken in India Majority (35.7%) of the respondents are aware of Suguna chicken. Majority (52.9%) of the respondents said that they are aware of difference between chilled chicken and frozen chicken It is observed that in live chicken out of 36 responses, the highest quantity consumed is 40-50, in frozen chicken out of 50 responses, the highest consumed is 30-40 and in chilled chicken out of 54 responses, the highest consumed is 5060. Majority (25%) of the respondents said that drumstick portion sells more. Majority (25%) of the respondents said that price of processed chicken over live chicken is moderately high. Majority (55.7%) of the respondents are willing to pay a premium of a quality product.

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Majority (37.2%) of the respondents said that they are ready to pay upto 5% for a premium for quality product.

Majority (82.5%) of the respondents said that the processed chicken is good alternative for the live chicken.

Majority (30.9%) of the respondents said that the processed chicken is good alternative over live chicken because it is easily available.

Majority (27.8%) of the respondents said that in the processed chicken is not good alternative for live chicken is because of avoiding food poisoning.

Majority (74.3%) of the respondents said that they are buying from Suguna. Majority (30.7%) of the respondents said that discount rate from the existing supplier is 15-20%.

Hence Suguna chicken ranked highest among the respondents with rank score 2.12.

15.7% of the respondents said that reason for buying from the present supplier is discounts.

Majority (53.6%) of the respondents said that they are interested in shifting to some other brand if advantages are extended in all the aspects.

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Findings Based On Chi Square Analysis The attributes type of processed chicken and source of buying are not associated. The source of buying is not dependent on type of processed chicken. Attributes type of chicken and willingness to pay a premium of a quality product are not associated. The willingness to pay a premium of a quality product is equally distributed over type of chicken.

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CHAPTER 5 SUGGESTIONS

It is to be suggested that Suguna poultry which is a leading poultry farm entrepreneurs should reduce the price accordingly to cater the needs of their clients (dealers/agents).

There should be a unique norms for payment for the supplies done. The credit period should be increased for their clients.

Suguna chicken is not offering any attractive offers whatsoever to the dealers/agents. This should considerably be improved.

The time period for delivery should be quickened so as to meet the demand from the ultimate customers.

More preservative aids has to be provided for dealers/agents. Improving the quality of the birds further is highly needed with the help of poultry owners.

Having the dealing with more poultry owners, the quantity problem can easily be solved.

If it is possible to the company, the company can give the time to pay the money by hotel based on the trust factor.

Improving the weight age of the birds is highly needed with the help of poultry owner.

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CHAPTER 6 CONCLUSION

It is concluded that Suguna Poultry is having high reputation for the past two decades due to its renowned quality despite small increase in price. But it is true that despite the small increase in price, customers are safeguarded for its renowned quality which will make Suguna Poultry to stand in this field for long run. Suguna has created a great impact in poultry market, so at any cost it is not ready to lose its reputation.

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Questionnaire to Star Hotels

4. What kind of chicken you buy:

5. If you are buying live chicken where do you get the supplies from? Local supplier Established company Both

6. If you are buying Processed chicken where do you get the supplies from? Distributor Established company Both

7. Are you aware of established companies who supply processed chicken in India? If yes, can you name the companies? a. c. b. d. Yes / No

8. Are you aware of the difference between chilled and frozen chicken? 9. What is your average consumption/ week? a. Live ..kgs b. Frozen ..kgs c. Chilled ..kgs 10. Which portion sells more? a. Breast b. Leg c. Boneless d.Whole chicken

e. Drumstick

11. How does the price of processed chicken vary from that of live? Very high Moderately high lxxxiii Equal Lower Dont know

12. Are you willing to pay a premium for a quality product? a. Yes / No b. If Yes, 5% 10% 20%

13. Do you think processed chicken is a good alternative for the live chicken? Yes, why.... No, why................................. 14. If you are already buying processed chicken, which company you are buying from? .. 15. How do you find the dealings with the current supplier? Excellent Very good Good Fair Poor

16. What are the discount structures with existing suppliers? ... 17. Rank the companies in order of your preference? 1: ......................................... 3: 2: . 4: 18. Why do you want to purchase from them? Locally available Brand name Price Prompt supplies Discounts Quality Service

Payment terms

Any other 19. Would you be interested in shifting to some other brand if advantages are extended in all the above? Yes No Thank you for giving your time. lxxxiv

BONAFIDE CERTIFICATE

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ACKNOWLEDGEMENT

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CERTIFICATE OF THE GUIDE

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SYNOPSIS

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INTRODUCTION

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RESEARCH INFORMATION

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ANALYSIS AND INTERPRETATION

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FINDINGS

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SUGGESTIONS

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CONCLUSION

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ANNEXURE

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REFERENCES

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LIST OF TABLES

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