Food waste Essay Example for Free

Food waste Essay Fresh vegetables, ready-to-cook meals, and cheap meat is what a modern consumer’s supposed grocery list comprises of! Dump it all into your fridge full of deals, discount offers and feel happy. This is how the shop keeper gets a loyal customer. At the end o the story, it’s the food industry’s creed that the customer is always right†¦.. If food became it s own pungent country, it would be the world’s third biggest contributor to climatic changes. According to United Nations Food and Agriculture Organization, one-third of the world’s total food is wasted around the world, literally to fork direct from the farm. In West, most of the food waste occurs because usually the leftover ingredients are tossed out. The major reason for food wastage is that the harvest of a farmer does not meet the retailer’s specific demand. Considering tomatoes, if too small or even too big to be sold to retailer will be left to rot in fields. Whilst, in developing countries the scenario is a little different because the food rots between fields and markets due to shortage of storage capacity. Awareness campaigns regarding food waste have already begun in the Western part of the world. Organizations are educating people about the waste of food at household level and how can it be eliminated or reduced to an extent. This is just the bit of the whole chunk. Even supermarkets are playing their part by producing recipes to use leftover food and pamphlets to store your food in the best possible manner. Likewise, many grocery stores have initiated redistribution of unsold stocks and excess to charitable organizations. Looking at food waste in local context, Pakistan is also the culprit for this wastage in spite of the fact that underfeeding and food shortage are areas of serious concern. Although we produce adequate food for our nation but still the wastage level is at its peak. This is because of careless attitude of our state and our society’s love for excess food. When we talk about consumption of food, negligence by society also needs to be tackled. At social events as well as weddings, it is quite usual for people to pile up a mountain of food on their plates and eat just a portion of it as if this is the last time they are eating food. Much is needed to done to store perishable items such as fruits and vegetables. State needs to look into this matter with utmost care and also to preserve grains by creating extra facility for storage purpose. On collective basis, way of thinking needs to be changed. It is not only unethical but also an act of being socially irresponsible to waste food when millions around the world sleep empty stomach. According to Tim Lang, professor at City University London, food waste is a symptom, not a problem. So to eradicate these symptom governments, non-governmental organizations like UN can discourage wasteful exercises by producers of the food, farmers, consumers and grocery stores. Food spoiling and wasting is causing physical destruction to mother earth. So let’s join hands to exterminate wastage of food for those who starve and are under privileged.

Physiological Benefits Of Physical Activity Health And Social Care Essay

Physiological Benefits Of Physical Activity Health And Social Care Essay Introduction Over the past 25 years, the UK has seen an increase in individuals aged 65 yrs and over. In 2009, it was reported by the Office of National Statistics (2010) that the population aged 65 and over increased from 15% in 1984 to 16% in 2009, which is an increase of 1.7 million people. They predict that by year 2034 23% of the population is projected to be aged 65 and over compared to 18% aged 16 and under. The fact that people are living longer is associated with healthy active living, over the past 10 years health has steadily improved (ONS, 2004). It is reported that older adults who are physically active report a greater satisfaction in life (Weinberg Gould, 2007) this is due to retaining mobility and keeping their quality of life and independence (Chaudhury Shelton, 2010). In 2008, the Department of Health (2010) reported that 39% of men and 29% of women aged 16 and over met the governments recommendations for physical activity, this was compared with 32% of men and 21% of women in 1997. However, evidence suggests that with an increase of age there is a decrease in levels of physical activity regardless of the well publicised benefits of the association with good health and well being (Berger, Der, Mutrie Hannah, 2005). Retirement can be a key time to focus on physical activity and well being. It is a time where people can review many areas of their life, including their health. People make preparations for retirement in different ways but research shows that very little preparations are made for health promoting physical activity (Chaudhury Shelton, 2010). As the older adult population is rising, maintaining a healthy life is a growing public concern (Acree, 2006) in year 2002, physical inactivity was reported to cost  £8.2 billion a year (NHS, 2008). A recent study by Chaudhury Shelton (2010) formed the basis of this study, the paper explains the data analysis from the Health Survey for England (HSfE) in 2006 and 2007 which focused on physical activity participation amongst 60 to 69 year olds and knowledge of the physical participation requirement. The study highlighted that older adults had unrealistic views of their perceived activity levels and reported that there was a lack of knowledge regarding the recommended physical activity guidelines. They examined the perceived barriers to physical activity participation and reported that barriers such as work and lack of time prevented them taking part in exercise. From the study they concluded that there needs to be more focus on health promotion and education particularly in the over sixties. In order to promote healthy living firstly, we need to understand why physical activity decreases with age. The purpose of this study is to explore the attitudes and behaviours towards physic al activity with particular focus on 60- 69 year old. A qualitative study will provide the basis of this study. Qualitative methods offer the opportunity to explore an individuals experiences, perceptions, motives and barriers to physical activity (Thomas, Nelson Silverman, 2005). In addition, this study will review other studies which have been carried out associated with physical activity around retirement. Aim The aim of this study is to explore the attitudes and behaviours towards physical activity in people aged 60 69 years focusing on continuity and change around the time of retirement. Objectives 1. To explore knowledge of physical activity recommendations and attitudes to participation 2. To research continuity and change in levels of physical activity at retirement 3. To describe perceptions of sufficiency of own physical activity behaviour 4. Explore the perceived barriers to meeting governments recommended levels of physical activity, before and after retirement. Analysis from the data obtained from the interviews can be used to provide recommendations towards improving the transition to retirement in terms of achieving health promoting physical activity levels. Limitations There are limitations regarding the sample size and reliability of the information. The sample size was small and levels of activity were what participants perceived as being enough exercise however despite this the literature was consistent with our findings. Literature Review Physiological benefits of Physical Activity According to World Health Organisation (2010) globally, physical inactivity contributes to 1.9 million deaths per year and is currently the fourth leading risk factor for all deaths. It has been well publicised that regular physical activity has a huge influence on promoting good health and psychological well being and is associated with the reduction of risk factors for chronic health problems such as cardiovascular diseases, type 2 diabetes and obesity (Martinez del Castillo et al, 1997; Sjogren Stjernberg, 2010). Physical activity can be defined as any bodily movement produced by the contraction of skeletal muscle that increases energy expenditure above a basal level (WHO, 2010) and has a range of health benefits which can be achieved through sport and exercise or activities such as walking, cycling, gardening and housework (Department of Health, 2010). Although the aging process is vulnerable to a wide range of conditions such as hypertension, back pain, osteoporosis and some ca ncers studies have shown that physical activity can reduce these and can increase life expectancy and improve bone and muscle strength (Berger et al, 2005). Stewart et al (2003) examined a group of older sedentary adults and reported that physical activity was evidently associated with a reduction of bodily pain and that small amounts of regular physical activity was associated with better quality of life. King et al, (2000) studied physical activity and physical functioning in 103 adults aged 65 yrs and over using moderate-intensity endurance and strengthening exercises and stretching and flexibility exercises. The study reported significant improvements to quality of life and mobility. Research supports the theory that exercise enhances quality of life (QOL). Berger (2009) explains that QOL is a broad construct that reflects a persons perception of his or her own position in life in relation to personal goals, standards, and expectations within the context of culture and value sys tems in which the individual lives. Therefore the relationship between exercise and QOL may be influenced by an individuals own perceptions and values. Chaudhury and Shelton (2010) explain that by maintaining independent living is the key. Improving balance and co ordination can help prevent injury from trips or falls. Cassell (2002) recommended physical activity to be the best treatment for aging. Psychological Factors and Physical activity Brassington et al (2002) explains that the strongest determinant for physical activity participation for older adults is self efficacy or confidence. If a person enjoys what they are doing they are more likely to participate in it. Physical activity can be encouraged by many factors and older adults tend to look at physical activity as how it is going to benefit them. For example if I exercise I will lose weight or if I exercise and remain fit I will be able to play with the grand children. There are many theories which can be applied to health behaviours which we will look at later on in this paper. Participation is preserved through enjoyment and social support from friends and family. One study (Cooper Thomas, 2002) used ballroom dancing as a way of keeping fit and were physically challenged by using different styles of dancing to suit the persons skills. Dancing encouraged social networks which supported participation across major life events such as loss of a spouse or friend t hrough support from other dancers .Having a social network or living with a partner has found to have a positive influence on physical activity participation (Bruce, 2002). Regular exercise can help preserve independence (Sparling et al, 2000) it can increase feeling of self worth, increase self efficacy and reduce feelings of feeling reliant family members (Chaudhury Shelton, 2010). Research suggests that the health benefits of physical activity and exercise are now well established. In 2010 the World Health Organisation reported that by 2020 depression will follow cardiovascular disease as the worlds leading cause of death and disability. Psychological disorders such as depression are commonly treated by medication or by taking part in therapy sessions however, more people are now looking at physical activity as a way of dealing with feelings of depression (Weinberg Gould, 2007). Barriers to Physical Activity The benefit and the barriers to physical activity are significant for behaviour change and its important that in order to increase participation that we understanding the barriers that older adults face. The Health Survey for England (2008) reported that 41% of men and 43% of women reported lack of time as the main barrier to exercise many older people may have caring responsibilities or may be involved in voluntary work and use lack of time for a reason not to exercise (BHF, 2010). Barriers can be classified into two groups these are intrinsic or extrinsic. Intrinsic barriers are based on an individuals belief, previous experience or self efficacy. Brassington et al (2002) explains that the strongest determinant for physical activity participation for older adults is self efficacy or confidence. Many older adults have the fear of not been able to keep up with the class or not wanting to attend the class alone. They may be conscious of their body image and fear for lack of changing f acilities. Extrinsic barriers refer to the environment for example; concerns for safety older adults may be concerned about slippery pool side surfaces, ageism, or skills of teachers (BHF, 2010). Overcoming these barriers is paramount in promoting health and independence and by taking part in regular physical activity will in turn help prevent ill health and disability. Those who understand the benefits to exercise will have fewer barriers than those who are not aware of the benefits to physical activity and those who have several barriers will have low perceived benefits. It is important that people are educated of the benefits to physical activity. Socio-economic status and physical activity Research has looked at how physical activity can be influenced, factors that have been found to be most significant amongst older adults include education, social class, participation earlier in life, social support and opportunity factors (Bird, 2009). Martinez del Castillo et al, (2005) examined the participation rates of physical activity between social classes and reported that there was a positive relationship between social classes. The results found that the percentage of those physically active were Upper class =38.2%, middle class =18.5%, lower class= 9.7%. The relationship was found with their present income; those who had adequate income participated in physical activity and those that didnt did not want to participate. Overall, the lower the social status the less old adult participation in physical activity. Those who had encouragement from a partner or a social network who wanted to take part in physical activity took part. This is not to say that people from lower cla sses would be exempt but local opportunities and encouragement may contribute to leading healthy lifestyle (Martinez del Castillo et al, 2005). Lower classes do not always get the same opportunities, the higher someones socio economic status the greater the opportunities (Berger et al, 2005). Those amongst lower socio economic groups, health has always been an issue and suggests education and health promotion focusing on low income communities (Peterson et al, 2006). The Whitehall study (2004) of British Civil Servants explored the relationship between work, retirement and physical activity. They found that different occupational grades affected health. Those in a lower employment grade had a higher mortality rate compared to those in higher grades. Physical activity was least regular with those working full time compared to those working part time or not at all. This would suggest that those working part time or not at all would have more time to exercise. Interestingly, after reti rement those who worked full time were found not to increase their levels of activity however, those who worked part time or not at all did. The frequency of physical activity amongst the different occupational grades was found to be higher with more sport and gardening done by higher occupational grades (Mein et al, 2005). Sjogren Stjernberg (2010) found that having access to areas for country walks, parks and recreational centres are the most important factors for influencing outdoor activity. Education is an important predictor of older adult physical activity; women with a low level of education compared to women with a higher level, those with a higher level were more likely to take part in physical activity. Mortality rates are lower amongst those who become physically active later in life compared to those who may have been active earlier in life but now have a sedentary lifestyle (Sjogren Stjernberg, 2010). Arguably, Berger et al, (2005) reported that education, car and de privation were not strong predictors of whether someone regularly takes part in physical activity instead other lifestyle factors such as not smoking and healthy diet were strong predictors. Continuity and Change Continuity and change plays an important role in the transition to retirement, whilst retirement is seen as a time of leisure, studies have shown that only a small amount of people make changes to their leisure activities after retirement (Nimrod, 2007). Atchley (1989) explains that the Continuity Theory is considered a key feature of post retirement leisure, the theory holds that, in making adaptive choices, middle-aged and older adults attempt to preserve and maintain existing internal and external structures; and they prefer to accomplish this objective by using strategies tied to their past experiences of themselves and their social world. Change is linked to the persons perceived past, producing continuity in inner psychological characteristics as well as in social behaviour and in social circumstances. Continuity is thus a grand adaptive strategy that is promoted by both individual preference and social approval. In recent study Nimrod (2007), explored the adaptation process to retirement, particularly changes in behaviour and the psychological benefits. The study involved examining four different groups of people (1) expanders-those who report participation in a greater amount of activities at a higher frequency, (2) reducers-those who reported participation in the same or in fewer activities at the same or at a lower frequency, (3) concentrators-those who report participation in the same, or in fewer activities, but at a higher frequency, and (4) diffusers-people who report participation in a larger number of activities but at the same or at a lower frequency. Interviews were carried out using four different questionnaires. Their finding supported the Continuity Theory that people did not tend to engage in any new leisure activities after retirement they simply spent more time participating in the activities they were involved in pre retirement. Participation in activities in early life promotes participation later in life (Martinez del Castillo et al, 2005). Government guidelines and initiatives The recommendation for how much physical activity is required has changed over the years (Berger et al, 2005). The Chief Medical Officer for England set a target that by 2020 70% of the UK population will be reasonably active (Allender, Cowburn Foster, 2006). The current recommendation for physical activity is at least 30 minutes of moderate intensity activity, 5 days per week to improve health and quality of life, this can be built up in bouts of 10 minutes or more (Berger et al, 2005; Allender et al, 2006; Berger, 2009; WHO, 2010). Moderate intensity could include activities such as gardening, swimming, house work or home improvements, the intensity should correspond to that of a brisk walk (Berger et al, 2005; NHS, 2010). Short bouts of exercise are more tolerable and more enjoyable than long or high intensity exercise (Wilson, Yilla Soloman, 2001). The issue is not being able to get people to exercise it is encouraging people to adhere to exercise (Byrne Byrne, 1993). In a rep ort by the Department of Health (2001) the National Institute of Clinical Excellence (NICE) recommended a programme for patients suffering from depression using structured, supervised exercise, three times a week for 45 minutes to 1 hour for 10 to 12 weeks. The programmes were rolled out through exercise referral schemes. In 2006 NICE reviewed the scheme and found that there was insufficient evidence. This was due to patients not maintaining the physical activity they had been prescribed as they found leisure facilities and gyms intimidating and adherence levels dropped. If patients are to adhere to exercise long term it needs to be an activity that they enjoy. National and local policies aim to promote independence and mobility, prevent ill health disease and disability and prevent accidents amongst older people. The following government initiatives are currently available; Free swimming for the over sixties Lets get moving Physical activity care pathway programme. Chief medical officer report at least 5 per day Choosing physical activity an action plan Heidelberg guidelines for promoting physical activity amongst older people Sport England Sport playing its part Policy on sustainable walking Policy on sustainable cycling The government is always looking for ways to promote physical activity. Theories are used in assisting with promoting health behaviours. Transtheoretical Theory and Physical Activity Over the years there has been an increasing need for more theory driven research in health behaviour change. There have been many theories developed to help understand changes to health behaiviour for example The Social Cognitive Theory (Bandura, 1977) and the Transtheoretical Model (Prochaska DiClemente, 1984) which is one of the most widely adopted models in health promotion. The components of the Transtheoretical Model that have been applied to exercise are stage of change, processes of change, decisional balance, self-efficacy, and temptation to not exercise. Stage of change refers to a persons readiness to engage in regular exercise. Pre contemplation is the stage where someone does not take part in any physical activity and is not planning to start within the next 6 months. Thee contemplation stage is where someone is considering taking part in physical activity within the next 6 months, someone may stay in the contemplation stage as long as 2 years but may never move from thi s stage. Someone in the preparation stage may have already started to exercise but nothing regular but they have taken the first steps to start. The Action stage describes someone who has been exercing for less than 6 months. This is the most unreliable stage and there is a possibility of relapse. The Maintenance stage describes someone who has been exercising for 6 months or more. It is likely that once reaching this stage that someone will continue to exercise and it becomes part of their daily routine. It is important to identify what stage a person is at before putting strategies in place to promote physical activity (Sparling, 2000). The Social Cognitive Theory (Bandura, 1977) Methodology To meet the aims and objectives of this study, qualitative research methods were used to obtain information. Qualitative researchers study things in their natural settings, attempting to make sense of, or interpret, phenomenon in terms of the meanings people bring to them. It involves the studied use and collection of a variety of empirical materials (e.g., life story, interviews, etc.) that describe routine and problematic moments and meanings in individuals lives (Denzin Lincoln, 1998). Qualitative methods aim to explore and individuals experiences, perceptions, motives and barriers (Thomas Nelson, 1996). It is inductive which enables a theory to be developed following the collection of the data. There are three different types of interviews Structured; usually with a structured questionnaire, Semi structured; Open ended questions, and un-structured; Questions are based on what the interviewee says (Britten, 1995). For the purpose of this study a face to face semi-structured interview was conducted in November 2011 and took place at the respondents homes situated in the North West England. The study was based 2 female retirees aged between 60yrs and 69yrs who retired during the past five years. Open questions were asked during the interview regarding: Previous occupation(s), leisure time activities, reasons for retirement, knowledge of physical activity and participation in physical activity. Interviews lasted between 30 and 45 minutes. Interviews were arranged by telephone. 15 women were asked if they would consider participating in the study. 2 women volunteered. Interviews were arranged at a time convenient for the participants. They were advised that no costs would be involved and were notified that the benefits for taking part in the study were that they will receive information relating to physical activity and details of the current government recommended guidelines. Sampling Criteria Consideration was applied as to who could be purposively selected for this study. Participants were recruited from a local womens group. The inclusion criteria were they should be aged between 60 69 years, working to retirement or retired within the last 5 years. Exclusion criteria included; history of psychiatric illness including depression, history of neurological illness or history of heart disease. Interviews were arranged by telephone. 15 women were asked if they would consider participating in the study. 2 women volunteered. Interviews were arranged at a time convenient for the participants. They were advised that no costs would be involved and were notified that the benefits for taking part in the study were that they will receive information relating to physical activity and details of the current government recommended guidelines. Ethical Issues Prior to this research commencing ethical approval was obtained by the University. An information sheet and a consent form was prepared and handed to the participants 24 hours prior to the interview. This enabled the participants to ask questions and to give consent prior to the interviews commencing. Participants were advised that interviews would be recorded and that all information from the interview would be kept confidential. They were free to withdraw from the study without reason at any time and that any data would be destroyed. Data Analysis Following the interview the interviews were transcribed Results and Discussion In general, both participants considered themselves to be physically active whilst at work. P1and P2 had occupations within a shop setting where they did alot of lifting and carrying. P1 worked in a florist and P2 in a supermarket both participants explained that they enjoyed their jobs but as they became older they found it difficult to be as active at work as much as they had been. P1 explains; .ill health caused me to say enough is enough because I was working 16 / 17 hours per day because we were so busy. P2 explains; .I did a lot of lifting in my job that is one of the reasons why I came off the job, I had to do a lot of kneeling, it was causing me a lot of pain on my knees. Both participants explained that they still wanted to be active but natural ageing caused them to slow down. P2 expanded on this and went onto say that in the 8 years building up to retirement she helped out in a childrens nursery, helping wash up, answering the door. After retiring from the florist she still felt that she needed to keep busy. Whilst being active in the workplace I how far participants lived away from their work and how they used to get there. P1 explained that although she only lived 5 minutes away she would drive to work. This was because she would start at 4am by attending the markets to buy the flowers for the shop and generally would not finish until 6 or 7 o clock in the evening. Deliveries would also need to be done during the day so she needed the car. P2 also drove to work however she would sometimes walk depending on the time of the shift. P2 explained that if it was evening she would definitely drive. When asked the reasons for walking whether it was to en able her to keep fit. P2 explained that it never crossed her mind that it was exercise and that it was doing good, she did it because she fancied a walk and wanted some fresh air. Their understanding of sport and physical activity was fairly accurate. It was explained that sport was something that you took part in, went out and played. Where physical activity was explained as a hobby something that was pleasurable. Physical activity does not have to be competitive. Many studies only examine leisure activities, its important that if we are to encourage healthy living that Simple housework, home improvements or going for a brisk walk are included in the daily accumulation of physical activity. When asked about what leisure activities they participated in before they retired P1 explained; I cant say I had a lot of time when I came home from the shop, apart from cooking and baking, going for a walk, going to football match, things like that, holidays theyre all classed as activities arent they P2 explained;Leisure time was a non entity, no such thing as leisure time, because I had a home and a family to look after so there wasnt really time for any leisure time, the only time was perhaps later in an evening where you would perhaps sit down and watch the television for a couple of hours before you went to bed at night. This highlights the barriers, lack of time being the primary reason for not exercising this corresponds with the English National survey where lack of time was reported as the main reason and most frequently reported barrier for not taking part in exercise. Women typically find it difficult to find time to exercise due to the demands of a family, household jobs and work, they rarely have time for themselves. Making physical activity part of your daily routine encourages physical participation throughout the life course which enhances both mental and physical well being. Those who participate in physical activity throughout their life are more likely to continue this later on in life (Castillo et al, 2005; Berger et al, 2005).P2 explained that she had never participated in any sport throughout her life as it was just not something that she was interested in. P2 explained Because im just not a sporty type of person im more into delving in history, thats my past time, which does not require much physical exertion.. . As highlighted previously exercise does not need to include sport activities but moderate intensity exercise such as going for a brisk walk, gardening or housework are all types of exercise. P1 explained I am a crown green bowler, I was the president for the North Lancs and Fylde, I was the captain of the county When asked if this was something she had aways taken participated in. P1 explained that her husband who has only just recently passed away was also a bowler this influenced her to participate in this past time together. Castilo et al, (2005); Bruce, (2002) identified that having a social network, including living with a partner encouraged participation. Both participants retired at retirement age because it was the right time, so they could start to sit back and enjoy life. Both participants could afford to retire and decided it was ready to enjoy life. This supports the theory that a persons socio-economic position continues to influence on post-retirement activities (Scherger, Nazroo Higgs, 2010). P1 explainedWhen I turned 60 he said come on lets spend some time together, lifes too short and you dont realise, you think you have years so I said right I will do so I did.. P2 explained It was retirement age and I just felt it was the right time for me to retire, id had enough of working life I just wanted to get out the rat race of working, cause I wasnt really enjoying my job at that time. I can afford to retire so thats what I am going to do and enjoy life a bit.. People make preparations for retirement in different ways but research shows that very little preparations are made for health promoting physical activity (Chaudhury Shelton, 2010). When asked about how they would consider keeping fit and healthy in retirement, P1 explained; Never crossed my mind, I knew I would still always be doing, I knew I still did things. I bowl even more now, even in the winter I do indoor bowling P2 explained; No, I knew I would go for walks, I have a garden at home, I have a grandson who id be running round after Participants were asked about their knowledge of the government guidelines for physical activity. Research suggests that very few people know how much exercise is required. P1 and P2 responses correspond with this. P1 replied .Well I wouldnt know what it was but I would imagine there was one P2 replied .no Participation in activities appears to be based on enjoyment and social networks (Allender et al, 2006) I asked P2 the main reasons for participating in bowling now whether it was for the fitness or more the social aspects? P1 replied Both really, meeting people, social side of things Chaudhury Skelton (2010) stated that those not in work reported more physical activity at home or during leisure time compared to when in employment. When asked if they thought they were more active now or before they retired both participants said that they thought they were more active now P1 explained. yes I would say now. P2 explained . I would say I have more now. Berger et al, (2005) outlined that if a person is considerably active during employment that activity is not always replaced after retirement. The study found that people in work were more likely to meet the daily levels of exercise required than in retirement. Physical activity should be measured in other activities to ensure the recommended daily levels of activity are met. P2 added that she also does volunteer work at the local church. Van Willigen (2000) reported that older people who worked as a volunteer experienced positive changes in perceived health and experienced an increase in life satisfaction Both participants were aware of local activities aimed at the over 60s however, both stated that they perceived that took part in enough activities to meet the daily target of 30 minutes per day. People make preparations for retirement in different ways but research shows that very little preparations are made for health promoting physical activity (Chaudhury Shelton, 2010). Conclusion The aim of this study was to explore the behaviours and attitudes to physical activity around retirement age. My findings are show that there are clear variations of older adult physical activity from sport related activities to general leisure time. Studies have shown to examine formal activities but there is li

Keventer Agro Market Analysis

Keventer Agro Market Analysis ABSTRACT Most producers do not sell their goods directly to final users. They design a multi-channel system to reach them. The design of marketing channel, that acts, as a strong interface, can provide competitive advantage to a firm in the industry. By contrast the absence of a good distribution network can also be a major fiasco in todays cutthroat competitive world. Marketing channel decisions are the most critical ones facing the marketing management today. It is complex and the complexity further gets compounded by the fact that the channel system take time to build usually years. Channel partners are not owned by the company in most cases. The sales force plays a crucial role in getting the best out of marketing channel. Integrating the efforts of channel partners and sales efforts within the whole marketing effort becomes crucial towards achieving organizational goals. Food and beverage giant Parle had entered into a franchisee agreement with Keventer Agro, for Keventer Agro to manufac ture, package, distribute and market its well-known brands namely Frooti -a popular mango drink, Appy and Appy Fizz-the in-style apple drinks and Bailley Packaged Drinking Water mostly in the eastern parts of India. The project Study of the distribution channel and market analysis of the products distributed and marketed by Keventer Agro under the license of Parle Agro involves the study of the strategies undertaken by Keventer Agro to distribute and market products of Parle Agro which includes Parles HIPPO Parle Agro forayed into snacks with the launch of Hippo, in line with the companys vision of becoming a major player in the foods and beverages industry. Hippo is a player of the snack food industry of India. As per an industry estimate, the branded and organized snack food segment dominated by major players such as Frito Lay, Con Agra, Kelloggs, Marico, Dabur, HLL, ITC, Parle, Haldirams. Thus, the study mainly constituted of studying and analyzing the distribution channel of Hip po and doing a market analysis of the product with respect to pricing, competition, brand awareness and consumer behavior of Hippo its present market position in relation to the well known established brands through retailer and consumer survey. Questionnaire, Schedule and interview and observation methods have been used in conduction of surveys. After completion of analysis of data collected through various methods regarding the sales and distribution and market position and other strategies proper conclusions can be drawn about the awareness and market strength and potential of Parles Hippo. These conclusion and deductions will help Keventer Agro to make any possible changes that would be feasible for the sustenance of the brands and any measure that will increase the market penetration of the brands Introduction The Project Study of the distribution channel and market analysis of the of the products distributed and marketed by Keventer Agro under the license of Parle Agro involves the study of the strategies undertaken by Keventer Agro to distribute and market Parle Hippo Keventer Agro: The Company Keventer Agro Limited is a subsidiary of Keventer Group which has been operating years in the Food Processing Industry in India for more than 125 years. Keventer exports Alphonso Mango Pulp, Totapuri Mango Pulp, Guava Pulp, Sweetened Alphonso Mango Pulp, Mango Pickle, Sesame Seed, Cashew Nuts, Peanuts, Cumin Seed, Fennel Seed, Fenugreek, Coriander Seed, Bakery Ingredients, Fruit Jams, Tutti Fruiti, Red Chilies Button Mushrooms etc. to various countries. Keventer Agro Ltd. (KAL) was established in the year 1986. The division exports food products such as Mango Pulp, Guava Pulp, Sesame Seeds, and Bakery Ingredients to various customers across the globe. In no time, it earned the coronet of being the first to i ntroduce aseptic packaging in the beverage category (a high-end packaging procedure that preserved the natural goodness of drinks in hygienic packs). The Group entered into a franchisee agreement with the food and beverage giant -PARLE to manufacture, package, distribute and market its well-known brands namely FROOTI -a popular mango drink, APPY and APPY FIZZ- the in-style apple drinks and BAILEY PACKAGED DRINKING WATER mostly in the eastern parts of India. In late 2010, Parle Agro inked another agreement with Keventer Agro to set up a plant at Barasat. This new unit manufactures Parle Agros snack brand Hippo. Besides manufacturing, Keventer is also responsible for marketing, sales and distribution of Hippo. Parle Agro chose to partner Keventer for their range of food brands which w.ll h.l. them to expand Hippos market share in the eastern part of India. Parle Agro: The Company Parle Agro is a household name in the beverages industry and has leading brands like Frooti, Appy, Appy Fizz and packaged drinking water, Bailley. A pioneer in the Indian industry, Parle Agro were the first to introduce fruit drinks in tetra packaging, first to introduce apple nectar and the first to introduce fruit drinks in PET bottles. In 2007, Parle Agro forayed into foods with the launch of two confectionery brands, Mintrox mints and Buttercup candies. This was soon followed by two more brands Buttercup Softease and Softease Mithai. Recent beverage products from Parle Agro include Saint Juice, LMN and Grappo Fizz. In 2009, Parle Agro forayed into snacks with the launch of Hippo, in line with the companys vision of becoming a major player in the foods and beverages industry. The snack brand Hippo, was launched in the western region starting with Maharashtra and then it was soon rolled out nationally. Parle Agro commenced operations in 1984. Starting with o nly beverages and diversifying to include bottled water in 1993 and confectionery in 2007. Frooti was the first product that was rolled out of Parle Agro in 1985. It went on to become Indias favourite mango drink. It still has a leading market share. Parle Agro Pvt. Ltd operates under three business vertical Beverages fruit drinks, nectars, 100% Juice, sparkling drinks, Water Packaged Drinking Water and Foods confectionery, snacks Product Industry Overview Product: HIPPO Parle Agro forayed into snacks with the launch of Hippo, in line with the companys vision of becoming a major player in the foods and beverages industry. Hippo is a toasted bread snack. Its ingredients include wheat flour, edible vegetable oils, seasoning mix, corn starch, sugar, raising agent, milk solids, salt, emulsifier, yeast extract powder, instant yeast. It contains added natural color and added natural identical flavoring substances; but no added MSG, no GMO and no Trans Fat. It comes in two variant; Hippo Munchies and Hippo Round-Round. The Hippo Munchies comes in 7 flavours (Chinese Manchurian, Hot-n-Sweet Tomato, Thai Chilli, Yoghurt Mint Chutney, Italian Pizza, Indian Chatpata and Arabian Salted) and Hippo Round-Round comes in 5 flavours (Punjab Da Pickle, Gujrati Mango Chatni, Shillong Noodle Masala, Goan Butter and Garlic, Firangi Cheese n Spice). It is available in three sizes which are priced at Rs 5, Rs 10 and Rs 20. Snack Industry: Industry to which Hippo belongs Hi ppo is a player of the snack food industry of India. The Indian snack industry is one of the largest when considered in the global level. With rising standard of living, people are more resorting to snacks items during breakfast, supper or any time; snacks most often take the place of meals. Right from production, using up, export and growth prospects owing to emerging markets, increasing demand, and incorporation of latest technologies, the snack industry in India has witnessed a dramatic change. Ready-to-eat foods, samosas, kachoris, namkeen, chips, are few of the snacks that are most preferred by Indians. Given the rising demand, the snack industry is going to witness further growth in the future. The snacks food industry in India can broadly be categorised into three segments staple (biscuits category), traditional (namkeens) and ready-to-eat packaged snacks (chips / crisps). The snack food market in India is $3 billion; with the organized segment accounting for almost half of the market share and growing at rate of 15 to 20 percent per year. A growing economy, changing lifestyles, rise in disposable incomes and preference for quality products of U.S. origin will continue to fuel growth of imported U.S. snack food items in India. As per an industry estimate, the branded and organized snack food segment dominated by major players such as Frito Lay, Con Agra, Kelloggs, Marico, Dabur, HLL, ITC, Parle, Haldirams, Nestle, Britannia, Cadbury, Bikano and Balaji is estimated to grow by 15 to 20 percent per year; whereas the growth of un-branded snack food is likely to grow modestly at 8 percent per year in the near future. Frito-Lay India led sweet and savory snacks with a retail val ue share of 46% in 2009. The companys Kurkure, Lehar and Lays Stax offerings have helped it to consolidate its leadership during the year. Haldiram Foods International Ltd and ITC Ltd remained the second and third ranked players respectively. Products like Hippo claim to be made from healthier ingredients than chips/crisps. With Indian consumers becoming more health conscious and more inquisitive about the ingredients in their food, sweet and savory snacks will witness an increase in products which are positioned as better for you and healthier snacks. Objectives of the Project To execute a qualitative study on the trend of packaged snack industry To gauge the acceptance of baked and healthy-snacks To understand competitors strategy in the market To study the sales and distribution structure, pricing (both to the retailer and to the consumer) of Hippo and problems in those respected area. To develop marketing strategies for Hippo To analyze the markets and determine the factors responsible for sale of products and provide recommendations about the scope for improvement. To provide a statement of collective responses of the retailersand determine the scope for improvement in the distribution channel for the products and the problems faced by the retailers. To study the pattern of consumer behavior and their awareness towards HIPPO To find out the problems faced by HIPPO if any and suggest solution to address those problems Project Methodology Primary Research is done through market survey. The research is mainly based on: Questionnaire Method Interview Method Observation Method Secondary Research has also been used as a supporting tool like: Some of the data related to holistic picture of the industry has been gathered from the data available on the internet PROJECT PROFILE The project revolves around Parle Hippo distributed and marketed by Keventer Agro under the license of Parle Agro. The first stage constituted of mainly studying and analyzing the distribution channel of Hippo and doing a market analysis of the product with respect to pricing, competition, brand awareness and consumer behavior of Hippo through retailer and consumer survey As per the objective of the project, two sets of questionnaire were prepared; For the retailer which aimed to assess the availability of Hippo, pricing of Hippo, sales, defect handling and some financial aspect of Hippo viz. Its competitors and the other for the consumers. For the consumer which aimed to gauge awareness of the product and the brand, product acceptance, their choice of product and buying pattern. The second stage constituted of observing the total sales procedure which consists of division of product, division of area, selective loading, selling, collection and submission STAGE ONE: RETAILER SURVEY FOR HIPPO This stage involved daily visits from the stock points to the designated markets. The markets covered includes: Salt Lake, Lake Town, S.K. Deb Road Market, Nagerbazar, Mrinalini Cinema Hall Market, New Market, Ultadanga, Kankurgachi, Bagmari, Beadon Street , Aurobindo Road and Vivekananda Road area, Shyambazar, Rajballavpara Baghbazar. Every shop that kept branded snacks in the respective areas was approached. The initial plan was to conduct the survey through questionnaire method but while performing the survey the method had to be changed to schedule, observation and interview method as it was not convenient for the retailers to fill up the questionnaire Objectives of Survey by observation method Findings to be recorded through observation method included: The visibility of Hippo and of competitors product Mode of stocking/displaying Hippo and competitors products i.e. whether it is on shelve or in the basket or inside almirah The location of the store i.e. whether it is beside main road or inside a lane or on a square Type of store Approximate demography Objectives of Survey by schedule method Findings to be recorded through schedule method included: About Hippo: Whether he keeps Hippo or not, if not the reason, its availability, reorder period, quality of defective product handling, margin offered, supply of banners and danglers. About Competitor: The competition brand kept, approximate margin they offer. About the market as a whole: The most selling brand. Objectives of Survey by interview method The interview methodology aimed to gain the intrinsic details of the market functions such as; if the retailer does not keep Hippo would he like to keep it future, the credit policy, frequency of visit of sales representative, retailers view on Hippos marketing strategy and scope of improvement. STAGE TWO: TOTAL SALES PROCEDURE OBSERVATION Distribution structure of Keventer Agro for Hippo Keventer Agro has 2-level consumer marketing channel. i.e. Manufacturing Unit>Distributor>retailer>Consumer. The product is manufactured in their plant located in Barasat. The products are sold directly to distributors on cash. A sales representative is appointed to the distributor by Keventer, who represents Keventer Agro and works shoulder to shoulder with the distributor. Level 1 Manufacturing unit to distributor The distributor buys the product in cash and the price of the free products which are part of below the line promotional activity are reimbursed on the claim made by the distributor. The transportation charge is borne by the distributor. Division of product and appointment of distributors: The aim of the company is: To ensure not only the highly profitable established products, but also new products with low initial sales reaches the end of supply chain. To ensures that all the SKUs of different products end up in the racks of retailers. Parle Agro has wide and deep product line; it is difficult for a single distributor to manage all the products. Earlier, Hippo was supplied to all the distributors of a specific area but as coordination became difficult, they have changed their policy and now supplies only to one distributor of the specific area. In some distribution area Keventer appoints more than one distributor each having different divisions of product. The division of products includes: Division A Division B Division C (Full information about this division is not known since I never had the chance to work in this divison) 200 ml, 400 ml, 1.2 litre of Frooti 160 ml 500 ml 1.5 litre and 2 litre of Frooti 200 ml of Appy 500 ml, 1 litre, 2 litre of Bailley Packaged Drinking Water 100 ml, 250 ml of Frooti 200 ml of LMN 600 ml of Bailley Soda. 300 ml, 500 ml and 1 litre of Appy Fizz The strategy of division of product along with division of distributor is adopted due to the reason discussed above. Level 2 Distributor to retailer Each distribution area is divided into five different distribution zones. They sell their products to those five zones in five days i.e. Monday to Friday. The sixth day which is Saturday is an extra day in which the sales representative does the miscellaneous work such as: If an order was not delivered on the due date then that product is delivered on Saturday. They conduct an approximate survey to estimate or forecast the forthcoming weekly demand. If a replacement of defective product was not done on the due date then it is also done in Saturday Hippo along with other product that are in the same division are be loaded in the LCV everyday. The flavours and quantities are not fixed. They load it according to the demand estimation of the zone. For example, on a particular day, more SKUs of Goan Butter and Garlic flavour is loaded more than the average quantity; the reason being from the experience, the sales representative found that when certain flavour/flavours are supplied to some particular area/areas, the retailer has lower re-order period i.e. the flavour/flavours sales more in that area depending on the demography of the area and buying pattern of the consumers. Sometimes the sales representatives are given target. For example: If they can sell 100 cases of Division A products on a particular day which includes Hippo, then they would get some incentive (Rs 250 extra). In that case, Division A products are loaded more, proportionally quantity of Hippo rises. However the elasticity of quantity of loading is low for Hippo compared to Frooti and Appy which are of high selling category. The sales representative finds it easy and handy to sell Frooti and Appy than applying push strategy for Hippo. Sometimes Hippo is not at all loaded in the LCV because the particular market demography could not accept Hippo and is not popular. Selling Each sales representative has different style of selling. Some capitalize on relationship between him and retailer and some on communication skill. Relationship marketing: In this type of marketing procedure, the SR does not start talking business in the first instance; rather he greets the retailer, talk about general things like current affairs or about family which helps him to build a rapport and trust. The trust and rapport becomes the psychological tool to win over the psychology of the retailer making it difficult for the retailer to reject the sales representatives selling proposal. Sometimes the sales representatives shares such good relationship with the retailer s that they dont even ask whether he needs anything or not but directly dump the products and produces the bill. Credit sales are more by this procedure since the SR does not want to freeze the warmth of the relationship. Communication Marketing In this procedure the SR starts talking about the business from the first go. The deliberation of the schemes or price seeks the attention of the retailers. Sales representative convinces the retailers by giving a clear picture of the business model. For example: Suppose the shop is near a school, he would right away say with much conviction that Hippo is bound to sell and with Rs 1.23 margin per piece, it would be a great business for him. He further elaborates on the schemes and produces a very rosy picture. The chances of credit sales are low. The sales representative of Keventer Agro is responsible to write the bill of receipt where he mentions name of the shop, the date, quantity of total product sold and its price. An account of free products is also scribed in the bill. The cash is handled by the distributors representative. Collection It is a process of collecting money for the credit sales made. Usually Keventer does not encourage credit sales. However if any credit sales are made, the credit period is generally 2-3 days or the period till the next order, whichever is earlier. Collection is not so difficult as Hippo is backed by Frooti which has high bargaining power. Submission Both the representatives are required to submit every bills and cash respectively to the stock point/distributor. The cash collected and the sum total of the bill has to tally. Problem identification and its solution: Problem 1: The targets that are set by Keventer for the sales representatives are not dis tinct enough. The target constitutes of only two conditions i.e. name of Division and amount of cases. For example, on a particular day while we were working in certain area with the sales representative, he was given a target to sell 100 cases of Division A product for an incentive of Rs 250. He worked till 8 pm and ultimately reached to the target. However most of the sales were of Frooti and Appy with very little proportion of Hippo. Solution to the problem: Providing target worked well but had skewed portfolio. The target scheme for the sales representatives should be more distinct for example, if the target would have been X cases Frooti, Y cases of LMN, Z cases of Appy and U cases of Hippo of Division A for Rs V then the sales representative would not have capitalized on Frooti and Appy but would have tried to push low moving new brands such as Hippo, Bailley Soda etc. The portfolio of sales would have been varied and would have provided an impetus to the sales of new brands s uch as Bailley Soda and Hippo. Problem 2: Most of the sales activities are done by the company representatives such: Converting potential customer into actual customer in level 1 of distribution structure Bagging re-order from the existing customer Handling defective product Negotiation and persuasion Accounting( bill of receipt) The distributor only provides with infrastructure such as godown, light commercial vehicle(LCV) and a representative. The field work is mostly done by the company representative. Solution to the problem: Initially in a new market, it is quite rationale to capitalize on the market knowledge and relationships of the distributor but while working with sales representatives we found in some areas that the retailers already trust the company representative while the company representative has commanded the knowledge on the respective market. In that scenario Keventer Agro can go for forward integration and move on to 1-level distribution structure which consists of only manufacturer> retail> consumer eliminating the distributor. This would further optimize the profit earned by the company Evaluation of the distribution system of Parle Hippo through statistics This part of data analysis is segmented in to two parts. The first part deals with retailers and the second part deals with the consumer. The first part is further broken up in to two scenarios. The first scenario provides a holistic view of the markets surveyed and the second scenario deals with analysis of the attribute according to the area in which the survey is conducted. Part I (A) -Holistic View of the Markets Surveyed 1. Hippo Stocked The graph below showcases the frequency of the shops who stocks Hippo in their shops. 36.2% of the samples do not keep Hippo, where as 24.6% of the sample use to keep Hippo and the rest however keeps Hippo. So it can be said that there are presently more shops where Hippo cannot be found. Since the percentage of shops that use to keep Hippo is considerably high, we get a negative sales trend here. 9 definite reasons for the low sales turnover have been identified. They are: Some of the shops were never approached by the distributor Some shops are already flooded with competitors product so there are no space to stock Hippo In Some areas, the supply was halted due distributor reappointment and other issues Some shops use to keep Hippo but due to low sales they dont keep it anymore Hippo has a limited credit option, so many retailer finds it difficult to block their money for a new product Some retailer does not keep Hippo due to lack of merchandize provided. Retailers demand shelve and almirah so that they can store and display and also protect from mice but very limited or no merchandize is provided to most of the retailers Some retailers do not keep Hippo because they perceive that it is a new product with low awareness, the market is still not ready to accept the product. Had it been ready, the consumer would themselves ask for it Some retailers complained about poor follow up from the sales team and is the reason for not keeping Hippo Some retailers, who use to keep Hippo complained that the expired stock were not replaced and they have lost faith in Parle Agro The chart provided below showcases the frequency of the reasons discussed above. Interpretations: 32.5% of the shops were never approached by the company. From the qualitative data it has been found that many retailers were positive about keeping Hippo if they were being approached by the company. 12.5% of the shops have no space to keep Hippo. While conducting survey it is found that many shops were flooded with competitor brand leaving no space for Hippo. Out of 24.6% of sample who use to keep Hippo, 11.2% stopped keeping Hippo due sudden halt in supply due to distributor reappointment problem and other associated problems. 8.8% of the samples do not keep Hippo anymore due to its low sales while 2.5% of the samples do not keep Hippo because of the credit policy. The low sales associated with limited credit policy makes it difficult for the retailer to invest in the slow moving stock. 1.2% of sample reported that they do not keep Hippo because Parle Agro do not provide them with almirah or rack as result the products get damaged because of mice. Among the samples who never kept Hippo, 10% of the sample never kept Hippo because no customer demanded for it. They said, they will only keep Hippo when customer starts asking for it. The demand graph is provided below. Among those who use to keep Hippo, 8.8% of sample do not keep it anymore due to bad follow up from the distributor. One of the samples was approached by the distributor ho took order but never delivered the products. The expired date products were never replaced for which 2.5% of the sample does not keep Hippo. The reason for the 8.8% of the shops could not be gauged due to any response from the retailers. 2. Demand of Hippo: The graph below provides a holistic view about the demand of Hippo. 42.7% of the sample said that the demand of Hippo is low while 33.7% of the sample said that the demand is average followed by 23.6% of the sample who said that the demand is high. 3. Reorder period: Among the samples who keep Hippo, 57.6% of the sample orders on a weekly basis, 24.7% orders on a monthly basis, 10.6% on a fortnightly basis and 7.1% of the sample orders twice a week. 4. Most selling Stock Keeping Unit (SKU): 74.1% of the sample reported that the small packs are most selling stock keeping unit (SKU) while 25.9% of the sample reported about the medium pack. 5. Most selling flavour: On an overall analysis, we found that there is very low consistent pattern of choice of flavour. However 21.2% of the sample said that the bluish green pack (Goan Butter and Garlic) sells the most followed by Punjab Da Pickle. 6. Awareness of nutrition facts among retailers: 70.5% of the sample had no idea about Hippo being baked but not fried while that 29.5% of the sample had idea about the health positivity of the product. Among 29.5 % of the samples who are aware of the fact only 2.4% of the samples pitch about it while selling it. 7. Analysis of the margin/profit offered by Hippo and its competitors: The objective is to find whether there is significant difference among the margin offered by three brands i.e. Lays, Bingo and Hippo. In other words, it is a test for difference in distributions (medians) of the margin/profit for the different brands of snacks. Methodology applied is Kruskal-Wallis Test. The null hypothesis H0 = PL = PB = PH and the alternate hypothesis H1 is PL, PB and PH are significantly different. PL = Proportion of retailer to whom Lays provide them with highest margin PB = Proportion of retailer to whom Bingo provide them with highest margin PH = Proportion of retailer to whom Hippo provide them with highest margin The significance level (a) is 0.05. According to the Kruskal-Wallis test, the p-value is as low as zero, so we reject the null hypothesis. So we see that at the a = 0.05 level of significance, there exists enough evidence to conclude that there is significant difference among the three snack brand in terms of the margin/profit provided to the retailer. 8. Factor Analysis: The main applications of factor analytic te (1) To reduce the number of variables and (2) To detect structure in the relationships bet Therefore, factor analysis is applied as a dat The variables taken are: .Supply Quality of Hippo as r .Quality of Product delivered as r .Quality of service(Replacement .Merchandize offered and its a .Margin perceived by the samples .Quality of Hippo as responded by Samples or analytic techniques are: the number of variables and tionships between variables, that is to classify sis is applied as a data reduction or structure detection method. Supply Quality of Hippo as responded by Samples ed as responded by Samples placement and Adjustment) as responded by Samples and its availability as responded by Samples ed by the samples sponded by Samples classify variables. tion method. y Samples The main applications of factor analytic te (1) To reduce the number of variables and (2) To detect structure in the relationships bet Therefore, f actor analysis is applied as a dat The variables taken are: .Supply Quality of Hippo as r .Quality of Product delivered as r .Quality of service(Replacement .Merchandize offered and its a .Margin perceived by the samples .Quality of Hippo as responded by Samples or analytic techniques are: the number of variables and tionships between variables, that is to classify sis is applied as a data reduction or structure detection method. Supply Quality of Hippo as responded by Samples ed as responded by Samples placement and Adjustment) as responded by Samples and its availability as responded by Samples ed by the samples sponded by Samples classify variables. tion method. y Samples From the component plot above it is quite clear that plot above it is quite clear that quality of product, quality of supply and replacement and adjustment constitute one factor while margin of hippo and merchandizing provided constitute the other factor. From the Scree Plot it can be seen that 2 components have Eigen Value more than 1 and they can explain 74.09% of the variation. Part 1 (b) Area wise analysis of the attributes 1. Demand hippo vs Area 70%, 55%, 50% in Lake Town, Shyambazar, Ultadanga respectively consider the demand of Hippo to be low. 72.7% of sample in Salt Lake and 50% of sample in New Market feels the demand for Hippo is average. However 44.4%, 50%, 41.7% of the sample in Nagerbazar, Baisakhi and Ultadanga respectively fell the demand is high over there. 2. Flavour vs area Goan Butter and Garlic flavour is the most liked flavour in Salt Lake. While Punjab Da Pickle is the favourite in Nagerbazar. All the other area has no definite favourite. 3. Area vs Hippo Stocked Cross tabulation Area * Hippo Stocked Cross tabulation Hippo Stocked No Yes Previously Kept Area Salt Lake Count 0 12 0 % within Area .0% 100.0% .0% Lake Town Count 4 3 4 % within Area 36.4% 27.3% 36.4% Nagerbazar Count 2 10 0 % within Area 16.7% 83.3% .0% Baisakhi CK Market Count 3 1 5 % within Area 33.3% 11.1% 55.6% New Market Hogg Market Count 11 0 6 % within Area 64.7% .0% 35.3% Ultadanga, Murari Pukur, Kankurgachi Bagmari Count 13 5 7 % within Area 52.0% 20.0% 28.0% Beadon Road, Aurobindo Road Vivekananda Road Count 13 10 5 % within Area 46.4% 35.7% 17.9% Shyambazar, Baghbazar Rajballav Para Count 4 13 7 % within Area 16.7% 54.2% 29.2% Total Count 50 54 34 % within Area 36.2% 39.1% 24.6% From the cross tabulation above, we see that the penetration of Hippo is excellent in Salt Lake and Nagerbaz Keventer Agro Market Analysis Keventer Agro Market Analysis ABSTRACT Most producers do not sell their goods directly to final users. They design a multi-channel system to reach them. The design of marketing channel, that acts, as a strong interface, can provide competitive advantage to a firm in the industry. By contrast the absence of a good distribution network can also be a major fiasco in todays cutthroat competitive world. Marketing channel decisions are the most critical ones facing the marketing management today. It is complex and the complexity further gets compounded by the fact that the channel system take time to build usually years. Channel partners are not owned by the company in most cases. The sales force plays a crucial role in getting the best out of marketing channel. Integrating the efforts of channel partners and sales efforts within the whole marketing effort becomes crucial towards achieving organizational goals. Food and beverage giant Parle had entered into a franchisee agreement with Keventer Agro, for Keventer Agro to manufac ture, package, distribute and market its well-known brands namely Frooti -a popular mango drink, Appy and Appy Fizz-the in-style apple drinks and Bailley Packaged Drinking Water mostly in the eastern parts of India. The project Study of the distribution channel and market analysis of the products distributed and marketed by Keventer Agro under the license of Parle Agro involves the study of the strategies undertaken by Keventer Agro to distribute and market products of Parle Agro which includes Parles HIPPO Parle Agro forayed into snacks with the launch of Hippo, in line with the companys vision of becoming a major player in the foods and beverages industry. Hippo is a player of the snack food industry of India. As per an industry estimate, the branded and organized snack food segment dominated by major players such as Frito Lay, Con Agra, Kelloggs, Marico, Dabur, HLL, ITC, Parle, Haldirams. Thus, the study mainly constituted of studying and analyzing the distribution channel of Hip po and doing a market analysis of the product with respect to pricing, competition, brand awareness and consumer behavior of Hippo its present market position in relation to the well known established brands through retailer and consumer survey. Questionnaire, Schedule and interview and observation methods have been used in conduction of surveys. After completion of analysis of data collected through various methods regarding the sales and distribution and market position and other strategies proper conclusions can be drawn about the awareness and market strength and potential of Parles Hippo. These conclusion and deductions will help Keventer Agro to make any possible changes that would be feasible for the sustenance of the brands and any measure that will increase the market penetration of the brands Introduction The Project Study of the distribution channel and market analysis of the of the products distributed and marketed by Keventer Agro under the license of Parle Agro involves the study of the strategies undertaken by Keventer Agro to distribute and market Parle Hippo Keventer Agro: The Company Keventer Agro Limited is a subsidiary of Keventer Group which has been operating years in the Food Processing Industry in India for more than 125 years. Keventer exports Alphonso Mango Pulp, Totapuri Mango Pulp, Guava Pulp, Sweetened Alphonso Mango Pulp, Mango Pickle, Sesame Seed, Cashew Nuts, Peanuts, Cumin Seed, Fennel Seed, Fenugreek, Coriander Seed, Bakery Ingredients, Fruit Jams, Tutti Fruiti, Red Chilies Button Mushrooms etc. to various countries. Keventer Agro Ltd. (KAL) was established in the year 1986. The division exports food products such as Mango Pulp, Guava Pulp, Sesame Seeds, and Bakery Ingredients to various customers across the globe. In no time, it earned the coronet of being the first to i ntroduce aseptic packaging in the beverage category (a high-end packaging procedure that preserved the natural goodness of drinks in hygienic packs). The Group entered into a franchisee agreement with the food and beverage giant -PARLE to manufacture, package, distribute and market its well-known brands namely FROOTI -a popular mango drink, APPY and APPY FIZZ- the in-style apple drinks and BAILEY PACKAGED DRINKING WATER mostly in the eastern parts of India. In late 2010, Parle Agro inked another agreement with Keventer Agro to set up a plant at Barasat. This new unit manufactures Parle Agros snack brand Hippo. Besides manufacturing, Keventer is also responsible for marketing, sales and distribution of Hippo. Parle Agro chose to partner Keventer for their range of food brands which w.ll h.l. them to expand Hippos market share in the eastern part of India. Parle Agro: The Company Parle Agro is a household name in the beverages industry and has leading brands like Frooti, Appy, Appy Fizz and packaged drinking water, Bailley. A pioneer in the Indian industry, Parle Agro were the first to introduce fruit drinks in tetra packaging, first to introduce apple nectar and the first to introduce fruit drinks in PET bottles. In 2007, Parle Agro forayed into foods with the launch of two confectionery brands, Mintrox mints and Buttercup candies. This was soon followed by two more brands Buttercup Softease and Softease Mithai. Recent beverage products from Parle Agro include Saint Juice, LMN and Grappo Fizz. In 2009, Parle Agro forayed into snacks with the launch of Hippo, in line with the companys vision of becoming a major player in the foods and beverages industry. The snack brand Hippo, was launched in the western region starting with Maharashtra and then it was soon rolled out nationally. Parle Agro commenced operations in 1984. Starting with o nly beverages and diversifying to include bottled water in 1993 and confectionery in 2007. Frooti was the first product that was rolled out of Parle Agro in 1985. It went on to become Indias favourite mango drink. It still has a leading market share. Parle Agro Pvt. Ltd operates under three business vertical Beverages fruit drinks, nectars, 100% Juice, sparkling drinks, Water Packaged Drinking Water and Foods confectionery, snacks Product Industry Overview Product: HIPPO Parle Agro forayed into snacks with the launch of Hippo, in line with the companys vision of becoming a major player in the foods and beverages industry. Hippo is a toasted bread snack. Its ingredients include wheat flour, edible vegetable oils, seasoning mix, corn starch, sugar, raising agent, milk solids, salt, emulsifier, yeast extract powder, instant yeast. It contains added natural color and added natural identical flavoring substances; but no added MSG, no GMO and no Trans Fat. It comes in two variant; Hippo Munchies and Hippo Round-Round. The Hippo Munchies comes in 7 flavours (Chinese Manchurian, Hot-n-Sweet Tomato, Thai Chilli, Yoghurt Mint Chutney, Italian Pizza, Indian Chatpata and Arabian Salted) and Hippo Round-Round comes in 5 flavours (Punjab Da Pickle, Gujrati Mango Chatni, Shillong Noodle Masala, Goan Butter and Garlic, Firangi Cheese n Spice). It is available in three sizes which are priced at Rs 5, Rs 10 and Rs 20. Snack Industry: Industry to which Hippo belongs Hi ppo is a player of the snack food industry of India. The Indian snack industry is one of the largest when considered in the global level. With rising standard of living, people are more resorting to snacks items during breakfast, supper or any time; snacks most often take the place of meals. Right from production, using up, export and growth prospects owing to emerging markets, increasing demand, and incorporation of latest technologies, the snack industry in India has witnessed a dramatic change. Ready-to-eat foods, samosas, kachoris, namkeen, chips, are few of the snacks that are most preferred by Indians. Given the rising demand, the snack industry is going to witness further growth in the future. The snacks food industry in India can broadly be categorised into three segments staple (biscuits category), traditional (namkeens) and ready-to-eat packaged snacks (chips / crisps). The snack food market in India is $3 billion; with the organized segment accounting for almost half of the market share and growing at rate of 15 to 20 percent per year. A growing economy, changing lifestyles, rise in disposable incomes and preference for quality products of U.S. origin will continue to fuel growth of imported U.S. snack food items in India. As per an industry estimate, the branded and organized snack food segment dominated by major players such as Frito Lay, Con Agra, Kelloggs, Marico, Dabur, HLL, ITC, Parle, Haldirams, Nestle, Britannia, Cadbury, Bikano and Balaji is estimated to grow by 15 to 20 percent per year; whereas the growth of un-branded snack food is likely to grow modestly at 8 percent per year in the near future. Frito-Lay India led sweet and savory snacks with a retail val ue share of 46% in 2009. The companys Kurkure, Lehar and Lays Stax offerings have helped it to consolidate its leadership during the year. Haldiram Foods International Ltd and ITC Ltd remained the second and third ranked players respectively. Products like Hippo claim to be made from healthier ingredients than chips/crisps. With Indian consumers becoming more health conscious and more inquisitive about the ingredients in their food, sweet and savory snacks will witness an increase in products which are positioned as better for you and healthier snacks. Objectives of the Project To execute a qualitative study on the trend of packaged snack industry To gauge the acceptance of baked and healthy-snacks To understand competitors strategy in the market To study the sales and distribution structure, pricing (both to the retailer and to the consumer) of Hippo and problems in those respected area. To develop marketing strategies for Hippo To analyze the markets and determine the factors responsible for sale of products and provide recommendations about the scope for improvement. To provide a statement of collective responses of the retailersand determine the scope for improvement in the distribution channel for the products and the problems faced by the retailers. To study the pattern of consumer behavior and their awareness towards HIPPO To find out the problems faced by HIPPO if any and suggest solution to address those problems Project Methodology Primary Research is done through market survey. The research is mainly based on: Questionnaire Method Interview Method Observation Method Secondary Research has also been used as a supporting tool like: Some of the data related to holistic picture of the industry has been gathered from the data available on the internet PROJECT PROFILE The project revolves around Parle Hippo distributed and marketed by Keventer Agro under the license of Parle Agro. The first stage constituted of mainly studying and analyzing the distribution channel of Hippo and doing a market analysis of the product with respect to pricing, competition, brand awareness and consumer behavior of Hippo through retailer and consumer survey As per the objective of the project, two sets of questionnaire were prepared; For the retailer which aimed to assess the availability of Hippo, pricing of Hippo, sales, defect handling and some financial aspect of Hippo viz. Its competitors and the other for the consumers. For the consumer which aimed to gauge awareness of the product and the brand, product acceptance, their choice of product and buying pattern. The second stage constituted of observing the total sales procedure which consists of division of product, division of area, selective loading, selling, collection and submission STAGE ONE: RETAILER SURVEY FOR HIPPO This stage involved daily visits from the stock points to the designated markets. The markets covered includes: Salt Lake, Lake Town, S.K. Deb Road Market, Nagerbazar, Mrinalini Cinema Hall Market, New Market, Ultadanga, Kankurgachi, Bagmari, Beadon Street , Aurobindo Road and Vivekananda Road area, Shyambazar, Rajballavpara Baghbazar. Every shop that kept branded snacks in the respective areas was approached. The initial plan was to conduct the survey through questionnaire method but while performing the survey the method had to be changed to schedule, observation and interview method as it was not convenient for the retailers to fill up the questionnaire Objectives of Survey by observation method Findings to be recorded through observation method included: The visibility of Hippo and of competitors product Mode of stocking/displaying Hippo and competitors products i.e. whether it is on shelve or in the basket or inside almirah The location of the store i.e. whether it is beside main road or inside a lane or on a square Type of store Approximate demography Objectives of Survey by schedule method Findings to be recorded through schedule method included: About Hippo: Whether he keeps Hippo or not, if not the reason, its availability, reorder period, quality of defective product handling, margin offered, supply of banners and danglers. About Competitor: The competition brand kept, approximate margin they offer. About the market as a whole: The most selling brand. Objectives of Survey by interview method The interview methodology aimed to gain the intrinsic details of the market functions such as; if the retailer does not keep Hippo would he like to keep it future, the credit policy, frequency of visit of sales representative, retailers view on Hippos marketing strategy and scope of improvement. STAGE TWO: TOTAL SALES PROCEDURE OBSERVATION Distribution structure of Keventer Agro for Hippo Keventer Agro has 2-level consumer marketing channel. i.e. Manufacturing Unit>Distributor>retailer>Consumer. The product is manufactured in their plant located in Barasat. The products are sold directly to distributors on cash. A sales representative is appointed to the distributor by Keventer, who represents Keventer Agro and works shoulder to shoulder with the distributor. Level 1 Manufacturing unit to distributor The distributor buys the product in cash and the price of the free products which are part of below the line promotional activity are reimbursed on the claim made by the distributor. The transportation charge is borne by the distributor. Division of product and appointment of distributors: The aim of the company is: To ensure not only the highly profitable established products, but also new products with low initial sales reaches the end of supply chain. To ensures that all the SKUs of different products end up in the racks of retailers. Parle Agro has wide and deep product line; it is difficult for a single distributor to manage all the products. Earlier, Hippo was supplied to all the distributors of a specific area but as coordination became difficult, they have changed their policy and now supplies only to one distributor of the specific area. In some distribution area Keventer appoints more than one distributor each having different divisions of product. The division of products includes: Division A Division B Division C (Full information about this division is not known since I never had the chance to work in this divison) 200 ml, 400 ml, 1.2 litre of Frooti 160 ml 500 ml 1.5 litre and 2 litre of Frooti 200 ml of Appy 500 ml, 1 litre, 2 litre of Bailley Packaged Drinking Water 100 ml, 250 ml of Frooti 200 ml of LMN 600 ml of Bailley Soda. 300 ml, 500 ml and 1 litre of Appy Fizz The strategy of division of product along with division of distributor is adopted due to the reason discussed above. Level 2 Distributor to retailer Each distribution area is divided into five different distribution zones. They sell their products to those five zones in five days i.e. Monday to Friday. The sixth day which is Saturday is an extra day in which the sales representative does the miscellaneous work such as: If an order was not delivered on the due date then that product is delivered on Saturday. They conduct an approximate survey to estimate or forecast the forthcoming weekly demand. If a replacement of defective product was not done on the due date then it is also done in Saturday Hippo along with other product that are in the same division are be loaded in the LCV everyday. The flavours and quantities are not fixed. They load it according to the demand estimation of the zone. For example, on a particular day, more SKUs of Goan Butter and Garlic flavour is loaded more than the average quantity; the reason being from the experience, the sales representative found that when certain flavour/flavours are supplied to some particular area/areas, the retailer has lower re-order period i.e. the flavour/flavours sales more in that area depending on the demography of the area and buying pattern of the consumers. Sometimes the sales representatives are given target. For example: If they can sell 100 cases of Division A products on a particular day which includes Hippo, then they would get some incentive (Rs 250 extra). In that case, Division A products are loaded more, proportionally quantity of Hippo rises. However the elasticity of quantity of loading is low for Hippo compared to Frooti and Appy which are of high selling category. The sales representative finds it easy and handy to sell Frooti and Appy than applying push strategy for Hippo. Sometimes Hippo is not at all loaded in the LCV because the particular market demography could not accept Hippo and is not popular. Selling Each sales representative has different style of selling. Some capitalize on relationship between him and retailer and some on communication skill. Relationship marketing: In this type of marketing procedure, the SR does not start talking business in the first instance; rather he greets the retailer, talk about general things like current affairs or about family which helps him to build a rapport and trust. The trust and rapport becomes the psychological tool to win over the psychology of the retailer making it difficult for the retailer to reject the sales representatives selling proposal. Sometimes the sales representatives shares such good relationship with the retailer s that they dont even ask whether he needs anything or not but directly dump the products and produces the bill. Credit sales are more by this procedure since the SR does not want to freeze the warmth of the relationship. Communication Marketing In this procedure the SR starts talking about the business from the first go. The deliberation of the schemes or price seeks the attention of the retailers. Sales representative convinces the retailers by giving a clear picture of the business model. For example: Suppose the shop is near a school, he would right away say with much conviction that Hippo is bound to sell and with Rs 1.23 margin per piece, it would be a great business for him. He further elaborates on the schemes and produces a very rosy picture. The chances of credit sales are low. The sales representative of Keventer Agro is responsible to write the bill of receipt where he mentions name of the shop, the date, quantity of total product sold and its price. An account of free products is also scribed in the bill. The cash is handled by the distributors representative. Collection It is a process of collecting money for the credit sales made. Usually Keventer does not encourage credit sales. However if any credit sales are made, the credit period is generally 2-3 days or the period till the next order, whichever is earlier. Collection is not so difficult as Hippo is backed by Frooti which has high bargaining power. Submission Both the representatives are required to submit every bills and cash respectively to the stock point/distributor. The cash collected and the sum total of the bill has to tally. Problem identification and its solution: Problem 1: The targets that are set by Keventer for the sales representatives are not dis tinct enough. The target constitutes of only two conditions i.e. name of Division and amount of cases. For example, on a particular day while we were working in certain area with the sales representative, he was given a target to sell 100 cases of Division A product for an incentive of Rs 250. He worked till 8 pm and ultimately reached to the target. However most of the sales were of Frooti and Appy with very little proportion of Hippo. Solution to the problem: Providing target worked well but had skewed portfolio. The target scheme for the sales representatives should be more distinct for example, if the target would have been X cases Frooti, Y cases of LMN, Z cases of Appy and U cases of Hippo of Division A for Rs V then the sales representative would not have capitalized on Frooti and Appy but would have tried to push low moving new brands such as Hippo, Bailley Soda etc. The portfolio of sales would have been varied and would have provided an impetus to the sales of new brands s uch as Bailley Soda and Hippo. Problem 2: Most of the sales activities are done by the company representatives such: Converting potential customer into actual customer in level 1 of distribution structure Bagging re-order from the existing customer Handling defective product Negotiation and persuasion Accounting( bill of receipt) The distributor only provides with infrastructure such as godown, light commercial vehicle(LCV) and a representative. The field work is mostly done by the company representative. Solution to the problem: Initially in a new market, it is quite rationale to capitalize on the market knowledge and relationships of the distributor but while working with sales representatives we found in some areas that the retailers already trust the company representative while the company representative has commanded the knowledge on the respective market. In that scenario Keventer Agro can go for forward integration and move on to 1-level distribution structure which consists of only manufacturer> retail> consumer eliminating the distributor. This would further optimize the profit earned by the company Evaluation of the distribution system of Parle Hippo through statistics This part of data analysis is segmented in to two parts. The first part deals with retailers and the second part deals with the consumer. The first part is further broken up in to two scenarios. The first scenario provides a holistic view of the markets surveyed and the second scenario deals with analysis of the attribute according to the area in which the survey is conducted. Part I (A) -Holistic View of the Markets Surveyed 1. Hippo Stocked The graph below showcases the frequency of the shops who stocks Hippo in their shops. 36.2% of the samples do not keep Hippo, where as 24.6% of the sample use to keep Hippo and the rest however keeps Hippo. So it can be said that there are presently more shops where Hippo cannot be found. Since the percentage of shops that use to keep Hippo is considerably high, we get a negative sales trend here. 9 definite reasons for the low sales turnover have been identified. They are: Some of the shops were never approached by the distributor Some shops are already flooded with competitors product so there are no space to stock Hippo In Some areas, the supply was halted due distributor reappointment and other issues Some shops use to keep Hippo but due to low sales they dont keep it anymore Hippo has a limited credit option, so many retailer finds it difficult to block their money for a new product Some retailer does not keep Hippo due to lack of merchandize provided. Retailers demand shelve and almirah so that they can store and display and also protect from mice but very limited or no merchandize is provided to most of the retailers Some retailers do not keep Hippo because they perceive that it is a new product with low awareness, the market is still not ready to accept the product. Had it been ready, the consumer would themselves ask for it Some retailers complained about poor follow up from the sales team and is the reason for not keeping Hippo Some retailers, who use to keep Hippo complained that the expired stock were not replaced and they have lost faith in Parle Agro The chart provided below showcases the frequency of the reasons discussed above. Interpretations: 32.5% of the shops were never approached by the company. From the qualitative data it has been found that many retailers were positive about keeping Hippo if they were being approached by the company. 12.5% of the shops have no space to keep Hippo. While conducting survey it is found that many shops were flooded with competitor brand leaving no space for Hippo. Out of 24.6% of sample who use to keep Hippo, 11.2% stopped keeping Hippo due sudden halt in supply due to distributor reappointment problem and other associated problems. 8.8% of the samples do not keep Hippo anymore due to its low sales while 2.5% of the samples do not keep Hippo because of the credit policy. The low sales associated with limited credit policy makes it difficult for the retailer to invest in the slow moving stock. 1.2% of sample reported that they do not keep Hippo because Parle Agro do not provide them with almirah or rack as result the products get damaged because of mice. Among the samples who never kept Hippo, 10% of the sample never kept Hippo because no customer demanded for it. They said, they will only keep Hippo when customer starts asking for it. The demand graph is provided below. Among those who use to keep Hippo, 8.8% of sample do not keep it anymore due to bad follow up from the distributor. One of the samples was approached by the distributor ho took order but never delivered the products. The expired date products were never replaced for which 2.5% of the sample does not keep Hippo. The reason for the 8.8% of the shops could not be gauged due to any response from the retailers. 2. Demand of Hippo: The graph below provides a holistic view about the demand of Hippo. 42.7% of the sample said that the demand of Hippo is low while 33.7% of the sample said that the demand is average followed by 23.6% of the sample who said that the demand is high. 3. Reorder period: Among the samples who keep Hippo, 57.6% of the sample orders on a weekly basis, 24.7% orders on a monthly basis, 10.6% on a fortnightly basis and 7.1% of the sample orders twice a week. 4. Most selling Stock Keeping Unit (SKU): 74.1% of the sample reported that the small packs are most selling stock keeping unit (SKU) while 25.9% of the sample reported about the medium pack. 5. Most selling flavour: On an overall analysis, we found that there is very low consistent pattern of choice of flavour. However 21.2% of the sample said that the bluish green pack (Goan Butter and Garlic) sells the most followed by Punjab Da Pickle. 6. Awareness of nutrition facts among retailers: 70.5% of the sample had no idea about Hippo being baked but not fried while that 29.5% of the sample had idea about the health positivity of the product. Among 29.5 % of the samples who are aware of the fact only 2.4% of the samples pitch about it while selling it. 7. Analysis of the margin/profit offered by Hippo and its competitors: The objective is to find whether there is significant difference among the margin offered by three brands i.e. Lays, Bingo and Hippo. In other words, it is a test for difference in distributions (medians) of the margin/profit for the different brands of snacks. Methodology applied is Kruskal-Wallis Test. The null hypothesis H0 = PL = PB = PH and the alternate hypothesis H1 is PL, PB and PH are significantly different. PL = Proportion of retailer to whom Lays provide them with highest margin PB = Proportion of retailer to whom Bingo provide them with highest margin PH = Proportion of retailer to whom Hippo provide them with highest margin The significance level (a) is 0.05. According to the Kruskal-Wallis test, the p-value is as low as zero, so we reject the null hypothesis. So we see that at the a = 0.05 level of significance, there exists enough evidence to conclude that there is significant difference among the three snack brand in terms of the margin/profit provided to the retailer. 8. Factor Analysis: The main applications of factor analytic te (1) To reduce the number of variables and (2) To detect structure in the relationships bet Therefore, factor analysis is applied as a dat The variables taken are: .Supply Quality of Hippo as r .Quality of Product delivered as r .Quality of service(Replacement .Merchandize offered and its a .Margin perceived by the samples .Quality of Hippo as responded by Samples or analytic techniques are: the number of variables and tionships between variables, that is to classify sis is applied as a data reduction or structure detection method. Supply Quality of Hippo as responded by Samples ed as responded by Samples placement and Adjustment) as responded by Samples and its availability as responded by Samples ed by the samples sponded by Samples classify variables. tion method. y Samples The main applications of factor analytic te (1) To reduce the number of variables and (2) To detect structure in the relationships bet Therefore, f actor analysis is applied as a dat The variables taken are: .Supply Quality of Hippo as r .Quality of Product delivered as r .Quality of service(Replacement .Merchandize offered and its a .Margin perceived by the samples .Quality of Hippo as responded by Samples or analytic techniques are: the number of variables and tionships between variables, that is to classify sis is applied as a data reduction or structure detection method. Supply Quality of Hippo as responded by Samples ed as responded by Samples placement and Adjustment) as responded by Samples and its availability as responded by Samples ed by the samples sponded by Samples classify variables. tion method. y Samples From the component plot above it is quite clear that plot above it is quite clear that quality of product, quality of supply and replacement and adjustment constitute one factor while margin of hippo and merchandizing provided constitute the other factor. From the Scree Plot it can be seen that 2 components have Eigen Value more than 1 and they can explain 74.09% of the variation. Part 1 (b) Area wise analysis of the attributes 1. Demand hippo vs Area 70%, 55%, 50% in Lake Town, Shyambazar, Ultadanga respectively consider the demand of Hippo to be low. 72.7% of sample in Salt Lake and 50% of sample in New Market feels the demand for Hippo is average. However 44.4%, 50%, 41.7% of the sample in Nagerbazar, Baisakhi and Ultadanga respectively fell the demand is high over there. 2. Flavour vs area Goan Butter and Garlic flavour is the most liked flavour in Salt Lake. While Punjab Da Pickle is the favourite in Nagerbazar. All the other area has no definite favourite. 3. Area vs Hippo Stocked Cross tabulation Area * Hippo Stocked Cross tabulation Hippo Stocked No Yes Previously Kept Area Salt Lake Count 0 12 0 % within Area .0% 100.0% .0% Lake Town Count 4 3 4 % within Area 36.4% 27.3% 36.4% Nagerbazar Count 2 10 0 % within Area 16.7% 83.3% .0% Baisakhi CK Market Count 3 1 5 % within Area 33.3% 11.1% 55.6% New Market Hogg Market Count 11 0 6 % within Area 64.7% .0% 35.3% Ultadanga, Murari Pukur, Kankurgachi Bagmari Count 13 5 7 % within Area 52.0% 20.0% 28.0% Beadon Road, Aurobindo Road Vivekananda Road Count 13 10 5 % within Area 46.4% 35.7% 17.9% Shyambazar, Baghbazar Rajballav Para Count 4 13 7 % within Area 16.7% 54.2% 29.2% Total Count 50 54 34 % within Area 36.2% 39.1% 24.6% From the cross tabulation above, we see that the penetration of Hippo is excellent in Salt Lake and Nagerbaz

To Kill a Mockingbird by Harper Lee :: To Kill a Mockingbird Essays

â€Å"To Kill A Mockingbird†   Ã‚  Ã‚  Ã‚  Ã‚  After watching To Kill A Mockingbird, the characters I see the author trying to teach me through is Atticus Finch, Scout and Jem, and Arthur â€Å"Boo† Radley.   Ã‚  Ã‚  Ã‚  Ã‚  To begin, Atticus Finch has experienced and understood evil throughout his life. He has been confronted with prejudice and racism, but has not lost his faith in the human capacity for goodness. Atticus understands from his own experiences and reflection that most people have both good and bad qualities. Also, through Atticus, the important thing in life is to appreciate the good qualities and understand the bad qualities by treating others with sympathy and trying to see life from their perspective. He tries to teach this ultimate moral lesson to Jem and Scout to show them that it is possible to live with conscience without losing hope or becoming cynical. For example, in this way, Atticus is able to admire Mrs. Dubose’s courage even while deploring her prejudice. In much the same way, Scout’s progress as a character is defined by her gradual development toward understanding the lessons Atticus Finch tries to teach her when Scout at last sees Boo Rad ley as a human being. Her newfound ability to view the world from his perspective ensures that she will not become jaded as she loses her innocence.   Ã‚  Ã‚  Ã‚  Ã‚  Secondly, I believe the most inspirational and in depth character in this movie was Jean Louise â€Å"Scout† Finch. From beginning to end, she learns to control her temper, to back away from fights, and to respect Calpurnia. She really learns her value to the family. Scout is also able to maintain her basic faith in human nature despite the shock and unfairness of Tom Robinson’s courtroom conviction. However, Jem’s faith in truth, justice and humanity is very badly damaged. He does not understand why all of this is happening. Prejudice and racism does not make any sense to Jem. Initially, Scout and Jem assume that all people are good by nature and tolerant of others. It is not until they see things from a more realistic adult perspective that they are able to confront evil, as well as prejudice, and incorporate it into their understanding of the world.   Ã‚  Ã‚  Ã‚  Ã‚  Lastly, Arthur â€Å"Boo† Radley has for decades been maliciously slandered in the county. The people that have done so do not know Boo and the reason they can make such judgments escapes me. When there was a series of pets being mysteriously slaughtered, the consensus was that it was performed by Boo.