Udyan Fresh

S.N. Mohanty group of companies :

Chairman – Pradipta Mohanty Turnover – More than 500 crores. Type of Business they are into –

Surendra Agritech Pvt. Ltd.Surendra Mining Vishal Mettalic.Surendra Real Estate.

About the company (SNM Group)

Udyan Fresh is an organized vegetable retail store.

This was an initiative taken by the state horticulture directorate of Odisha and promoted by Surendra Agritech Pvt. Ltd.

Udyan Fresh is managed in public private partnership mode.

Inaugurated on August 2012.

Udyan Fresh

Surendra Mohanty had a vision of helping farmers to earn a decent livelihood while providing farm fresh vegetables to consumers at a considerable price.

The department of Horticulture also had a similar project in mind and was looking at an entrepreneur to take their project ahead as a partner when they came across with Mohanty who seemed to be an ideal choice.

Why Udyan Fresh?

Vegetable Retail Industry is very tough to maintain and provide service.

So we have conducted our project on the three aspects of service:ProcessPricePromotionCustomer Satisfaction.

Introducing Our Project :-

Customer satisfaction is widely recognized as a key pressure in the formation of consumer future purchase intentions.

Satisfied consumer are also likely to tell others of their favorable experience and thus engage a positive word of mouth advertising.

The present study aims to investigate customer satisfaction in the organized vegetable retail outlet in Bhubaneswar.

Customer Satisfaction Towards Organized Vegetable Retail Store

Vendor Development Accumulation Collaboration Logistics Storage Dispatch Payments and Expenses. Outlet establishment process.

Process : From Farm to Fork.

Unorganized Market Dependent on Mandy.

Intermediary charges are too high.

Farmers getting less than mandy’s price.

Uncertainty of supply. Ex:- Rs 5/- @ Mandy, Rs 12/- @ Market.

Udyan Fresh Depends upon supply of

Registered Farmers Only transportation

charges. Farmers get exactly as

mandy’s price. Private mandies make

sure of supply. Ex:-Rs 5/- @ MandyRs 8/- @ Udyan Fresh.

Pricing : Comparatively Cheaper than Market.

Promotion : Print Media

Newspapers – Sambad,Samaj, Khabar, Dharitri

Magazine – Odisha Dutt.

Sponsorship

TV promotionsETV OdiaOTV,Tarang.

Inhouse Promotions

Print Media

Carmagnets and Body Wrap

They are promoting as a brand by sponsoring various events.

By franchisee to Surendra Agritech Pvt. Ltd. They have gained a value by collaborating

with Directorate of Horticulture, Dept of Odisha.

We conducted a series of surveys on 5 of their outlets with the help of a questionnaire.

The questionnaire contained 8 questions to determine customer satisfaction and feedback.

Limitations – 5 outlets covered out of 8 outlets. 50 respondents.

A Survey Report On Customer Satisfaction:

Firs

t Com

er

Qualit

yPr

ice

Conve

nien

ce

Optio

ns A

vaila

ble

Ambi

ence

of s

tore

02468

1012141618

8

1517

53

2

No of Respondents.

No of Respondents.

1. Why did you choose to shop from Udyan Fresh?

34% consumers-Price

9

15

26

Sales

FriendsAdvertisementOutlets

2. How did you come to know about Udyan Fresh?

30% - Ads

44

6

Convenience

Yes No

3. Are the stores conveniently located?

88% - convenient

46

4

Sales

YesNo

4. Are you satisfied with the service of the staff present in the store?

92% satisfied

34

12

4

Product Quality

Yes NoCan't Say

5. Are you satisfied with the quality of the products sold here?

68% - satisfied

41

6

3

Price Satisfaction

YesNoNot Sure

6. Are you satisfied with the price you paid for what you bought?

82% satisfied

42

8

Overall Satisfaction

Yes No

7. Overall are you satisfied with these stores?

84% satisfied.

1 Star 2 Star 3 Star 4 Star 5 Star0

2

4

6

8

10

12

14

16

18

4

9

17

15

5

Series 1

Series 1

8. On a scale of 5 stars, how many stars would you give to your store?

34% - 3 Star

We recommend three solutions: Merchandise 1. Illumination on categories.2. Discard stale vegetables.3. Cover products properly with polythene.

Customer Loyalty Program.1. Identify your customer by frequency of visit and monthly

spending.2. Two kinds of customer loyalty program.

UF Special Card. UF Regular Card.

Promotion.1. Aggressive promotion required in both TV and print media.2. It is already a brand but they need to expand it.

Recommendations:

Thank You

A Project By:-

•Subhradip Misra, 12DM002 Arindam Sarkar, 12DM020•Bandinee Pradhan, 12DM023 Gupta Ranjan Bhukta, 12DM039•Alok Nayak, 12DM095 Sagar Panigrahi, 12DM069•Kalindi Barik, 12DM107