1. BUYING BEHAVIOUR OF
CONSUMERS TOWARDS SIFTI DESI
GHEE
Sahil Marwaha
Roll no. 2139/11
Univ. roll no. 1176138
MBA 3rd SEM

2. EXPERIENCE IN THE TRAINING
By undergoing training in Aneja Food Products (Sifti
Ghee), I got in-depth knowledge about consumer
behaviour and how to make consumer satisfied with the
availed products. It also helps me gain knowledge how
to interact with different customers.

3. INTRODUCTION TO ANEJA FOOD
PRODUCTS
Established in 1991, Aneja Food Products is a leading
manufacturer and exporter of a wide range of dairy
products such as Desi Ghee, Whole Milk Powder
(WMP), Skimmed Milk Powder, Dairy Mix, etc.

4. INTRODUCTION TO CONSUMER
BEHAVIOUR
It is defined as all psychological, social and physical
behavior of potential customers as they become aware,
evaluate, purchase, consume, and tell to others about
product and services. Buyer behavior includes
communication, purchasing and consumption behavior.

5. OBJECTIVE OF THE RESEARCH
 To identify the customer of Sifti Ghee.
 To know the income level of customers of Sifti Ghee.
 To know the level of satisfaction of customers of Sifti
Ghee.

6. RESEARCH METHODOLOGY:-
Sampling Frame: 400 customers of Sifti Ghee, Amritsar.
Sampling Size: 80 respondents.
Sampling Technique: Random technique.
Research Design: Descriptive research design

7. METHOD USED FOR DATA COLLECTION:
 Questionnaire was prepared keeping the objective of research
in mind.
 Questions were asked to respondents as regards to their
willingness to purchase ghee.
 The help of questionnaires conducted direct interviews, in
order to get accurate information.
 I visited as many respondents as I can and asked them their
real likings about any ghee and also got an idea.

8. DATA
ANALYSIS
AND INTERPRETATION

9. CLASSIFICATION OF CUSTOMERS
BASED ON SEX
80
No. of Respondents
60
40 Male
65 Female
20 35
0
Male Female
INTERPRETATION:
35% of the respondents are male and 65% of the respondents are
female. From the above table we can conclude that, the majority of
the respondents were belongs to female group.

10. ANALYSIS OF OCCUPATION OF THE RESPONDENTS
80
No.of respondents
60
40
65 Business
20 Employee
20 House wife
10 5
0
Business Employee House wife Others Others
Graph No. 5.2
INTERPRETATION:
 20% of the respondents are businessmen, 10% of the
respondents are employees, and 65% of the respondents are
house wives, 05% of the respondents are others group.

11. ANALYSIS OF MONTHLY INCOME OF
RESPONDENTS
40
35
NO.OF RESPONDENTS
30
25
20 38
15 30
10 21
5 11
0
Below 5001- 10001- 15001 &
5000 10000 15000 above
INTERPRETATION:
As per the data 38% of the respondents earn per month
below 5000, 30% of the respondents earn 5001 to 10000,
21% of the respondents earn above 10001 to 15000. 11% of
the respondents earn 15000 & above. From the above table
we can conclude that majority of the respondents’ monthly
income group of below 5000 and more than 5000 to 10000.

12. Quality of Sifti Desi Ghee product is:
50
No. of Respondents
40
30
48
20
25 22
10
5
0
Excellent Good Average Poor
Rating
INTERPRETATION:
25% of the respondents rated that Sifti Ghee& Ghee
products are Excellent. 48% of the respondents rated
as good, 22% of the respondents rated as Average
Quality. 0.5% of the respondents rated that Sifti
Ghee& Ghee products are Poor.
From the above table we can conclude that majority
of the respondents rated Sifti Ghee& Ghee products
are of Good Quality.

13. Analysis of Purchase Duration of the Ghee Product
60
60
No. of Respondents
40
20
20 15
5
0
6 1-2 3-4 More
Months Years Years than 4
years
Consumption
INTERPRETATION:
As per the data gathered, out of 100 respondents, 05% of the
respondents buying since last six months, 15% of the
respondents from one to two years, 20 % of the respondents
from three to four years, 60% of the respondents buying Sifti
Ghee& Ghee products from more than four years.
.

14. Sifti Ghee product are Value For Money
96
100
No. of Respondents
80
60
40
20
4
0
Yes No
Response
INTERPRETATION:
96% of the respondents feel that they get the value for money
they paid. Only 0.4% of the respondents feel that they are not
getting the value for money what they paid.
From the above table we can conclude that majority of the
respondents are agreed that they are getting the value for
money they paid.

15. I will recommend Sifti Ghee product to others
97
100
No.of Respondents
80
60
40
20
3
0
Yes No
opinions
INTERPRETATION:
97% of the respondents were recommended Sifti Ghee
and, 0.3% of the respondents were not recommended Sifti
Ghee and products to others.
From the above table we can conclude that majority of the
respondents were recommended Sifti Ghee

16. FINDINGS:-
 It is findings in the survey that females are the main
decision maker for the ghee.
 Based on the occupation of the customer, it is found in
the survey that 65% are the housewives and 35% are
from various occupations such as a
businessman, employee etc for the SIFTI desi ghee.
 It was found that Sifti Ghee is very popular in low
income class.
 It was found that majority of the user are happy with it
quality and consider it to value of money.

17. SUGGESTIONS:
From the survey it was found that the brand is popular in
low income class but people satisfied with its quality so
a company should try to penetrate into other income
class.
Ghee purchasing decisions are more decided by women
rather than male, because she act as a
invigilator, execute her decision and influence the same
to the purchase while ascertaining the quality, freshness
and price.

18. CONCLUSION:-
From the survey it can be concluded that the customers of
Sifti Ghee are satisfied with the products and this is a
quality sign for the company.
The company should capitalized on this opportunity and
should look forward to expand in future. It is observed that
Sifti Ghee has a good market value.

19. Thank You