Alfia Ali A Study On Consumer Behaviour Towards Britania Product in Lucknow City
Alfia Ali A Study On Consumer Behaviour Towards Britania Product in Lucknow City
Alfia Ali A Study On Consumer Behaviour Towards Britania Product in Lucknow City
On
GUIDED BY SUBMITTED BY
MS. NIHARIKA VERMA ALFIA ALI
Asst. Professor Roll No. 1210671099
School of management
(BBDU)
Session 2023-2024
School of Management
ii
DECLARATION
I hereby declare that the field work entitled of “A STUDY ON CONSUMER BEHAVIOUR
DAS UNIVERSITY is a record of an original work done by me under the guidance of Ms. Niharika
Verma and this research report is submitted in the partial fulfillment of Bachelor in Business
Administration.
ALFIA ALI
iii
ACKNOWLEDGEMENT
No project report ever reflects the efforts of a single individual. The report owes its existence to the
I would like to thank all the respondents for giving their valuable time and providing useful insight
I take this opportunity to extend my sincere gratitude and profound obligation towards our Dean
Prof. (Dr.) Sushil Pande for giving me valuable suggestions & Research project without their
encouragement and continuing support, this Research project would not have been possible.
I am grateful to my coordinator Ms. Niharika Verma who have guided me to the completion of the
I am also grateful to all those who have either directly or indirectly contributed towards the
iv
PREFACE
Research Report is an important part of the Management studies. It bears immense important in the
field of Business Management. It offers the student to explore the valuable treasure of experience and
an exposure to real work culture followed by the industries and thereby helping the students to bridge
gap between the theories explained in the book and their practical implementations.
Research plays an important role in future building of an individual so that we can understand the real
world in which he has to work in future. The theories greatly enhance our knowledge and provide
opportunities to blend theoretical with the practical knowledge where researcher gets familiar with
certain aspect of research. I feel proud to get myself to do research at topic “A STUDY ON
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TABLE OF CONTENT
1. Introduction 7-16
5. 30-33
Limitations
7. . Findings 36-72
9. 75-76
Conclusions
10 . Bibliography 77-78
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INTRODUCTION
1
INTRODUCTION
The biscuit market in India is estimated to be 1.1million tons p.a., valued at Rs.35billion. The
unorganized sector accounts for over 50% of the market. The market has been growing at a
CAGR of 6-7% p.a. Per capita consumption of biscuits in India is estimated at a low 1.5kgs,
reflecting the huge potential for growth. Manufacturing was reserved for small-scale upto
1997, which put large players at a disadvantage. In the organized sector, Britannia and Parle
are the only national players with dominant market shares. Other organized players include
domestic players like ITC, Bakeman's, Champion, Kwality, Priya and MNC's like SmithKline
Consumer, Kellogg's, Sara Lee, Heinz, Excelsia (Nestle) and United Biscuits. Consumer
behaviour and marketing strategies go hand in hand. If the marketing strategies adopted by
the company are not in proper lines, it will pave way of consumer dissatisfaction. So
management should focus their attention in adopting right marketing strategies which in turn
Only if the consumers are satisfied with regard to quality, service and
promotional activities, they will remain as consumer forever. In this highly competitive
world, the consumers have several options. The entire market has drifted away from sellers
market to buyers market. So it should be the objective of any organization to adopt the best
Definition
business and is part of the four perspectives of a balanced scorecard. In a competitive market
place where businesses compete for consumers, consumer behaviour is seen as a key
2
The present study entitled consumer preference towards Britannia biscuits, a study
with reference to Lucknow is intended to enquire into the factor that influences their choice
of biscuits with respect to Britannia biscuit. Consumer preference varies from brand to brand
on the basis of quality, price, style, taste, advertising and peer influence. The complication
undergone by the researcher to identify consumers reaction are many the researcher’s interest
to know the degree to which consumer preference varies with age, education, occupation or
In modern business it is important to know the brand preference of the product this
can increase the level of the consumer satisfaction and value of profit by selling the products.
Only when the consumer give preference for a particular brand, consumer will buy and they
will not buy any other product other than a particular brand.
how successful the organization is at providing Britannia biscuitss and\or services to the
place.
manifestation of the state of satisfaction will vary from person to person and Britannia
both psychological and physical variables which correlate with satisfaction behaviors such as
return and recommend rate. The level of satisfaction can also vary depending on other
options the consumer may have and other Britannia biscuitss against which the consumer can
Because satisfaction is basically a psychological state, care should be taken in the effort of
quantitative measurement, although a large quantity of research in this area has recently been
developed. Work done by Berry, Broduer between 1990 and 1998 defined ‘ Ten Quality
3
Values’ whish influence satisfaction behavior, further expanded by Berry in 2002 and known
The present study entitled consumer preference towards Britannia biscuits, a study with
reference to Madurai is intended to enquire into the factor that influences their choice of
biscuits with respect to Britannia biscuit. Consumer preference varies from brand to brand on
the basis of quality, price, style, taste, advertising and peer influence. The complication
undergone by the researcher to identify consumers reaction are many the researcher’s interest
to know the degree to which consumer preference varies with age, education, occupation or
In modern business it is important to know the brand preference of the product this can
increase the level of the consumer satisfaction and value of profit by selling the products.
Only when the consumer give preference for a particular brand, consumer will buy and they
will not buy any other product other than a particular brand.
Consumer is always right, right? Well, that’s what the playbook for any successful business
says. Satisfying consumers may seen like a no-brainer, but the method and psychology
behind securing a loyal following takes more than discount coupons and free balloons.
Studies show that consumers are usually lost for three primary reasons: bad service, bad
Companies are aiming for high satisfaction because consumers who are just satisfied still find
it easy to switch when a better offer comes along. Those who are just satisfied still find it
4
easy to switch when a better offer comes along. Those who are highly satisfied are much less
ready to switch. High dissatisfaction or delight creates an emotional bond with the brand, not
just a rational preference. The results are high consumer loyalty. Some of today’s most
successful companies are raising expectations and delivering performances to match. The
The key in generating high consumer loyalty is to deliver high consumer value. In
addition to tracking consumer value expectations and satisfaction, companies need to monitor
their competitor’s position in these areas. For consumer centered companies, consumer
behaviour is both a goal and a marketing tool. Although the consumer-centered firm seeks to
create high consumer behaviour, its main goal is not to maximize consumer behaviour. If the
company increases consumer behaviour by lowering its price or increasing its services, the
Retailing can be defined as the buying and selling of goods and services. It can also be
defined as the timely delivery of goods and services demanded by consumers at prices that
Retailing involves a direct interface with the consumer and the coordination of business activities
from end to end- right from the concept or design stage of a product or offering, to its delivery and
post-delivery service to the consumer. The industry has contributed to the economic growth of many
countries and is undoubtedly one of the fastest changing and dynamic industries in the world today.
Retail operations enable a store to function smoothly without any hindrances. The significant types of
retail operations consist of: Retail Management System targets small and midsize retailers seeking to
automate their stores. The package runs on personal computers to manage a range of store operations
and consumer marketing tasks, including point of sale; operations; inventory control and tracking;
5
pricing; sales and promotions; consumer management and marketing; employee management;
Retailing, one of the largest sectors in the global economy, is going through a transition phase not
only in India but the world over. For a long time, the corner grocery store was the only choice
available to the consumer, especially in the urban areas. This is slowly giving way to international
formats of retailing. The traditional food and grocery segment has seen the emergence of
supermarkets/grocery chains (Food World, Nilgiris, Apna Bazaar), convenience stores (Convenio, HP
The traditional grocers, by introducing self-service formats as well as value-added services such as
credit and home delivery, have tried to redefine themselves. However, the boom in retailing has been
confined primarily to the urban markets in the country. Even there, large chunks are yet to feel the
impact of organised retailing. There are two primary reasons for this. First, the modern retailer is yet
to feel the saturation' effect in the urban market and has, therefore, probably not looked at the other
markets as seriously. Second, the modern retailing trend, despite its cost-effectiveness, has come to be
In order to appeal to all classes of the society, retail stores would have to identify with different
lifestyles. In a sense, this trend is already visible with the emergence of stores with an essentially
`value for money' image. The attractiveness of the other stores actually appeals to the existing affluent
class as well as those who aspire for to be part of this class. Hence, one can assume that the retailing
6
RETAILING SCENARIO- GLOBAL VIEW:
Retailing in more developed countries is a big business and better organized than what in India.
According to a report published by McKinsey & Co. along with the Confederation of the Indian
Industry the global retail business is a worth a staggering URS 6.6 trillion. In the developed world,
The service sector accounts for a large share of GDPin most developed economies. And the retail
sector forms a very strong component of the service sector. In short, as long as people need to buy,
With total sales of URS 6.6 trilloin, retailing is the world is largest private industry, ahead of finance
and engineering. Some of the world is largest companies are in this sector: over 50 Fortune, 500
companies and around 25 of the Asian Top 200 firms and retailers. Wal-Mart, the world issecond
largest retailer, has a turnover of URS 260 billion, almost one-third of India is GDP.
A store manager is the person ultimately responsible for the day-to-day operations (or management)
of a retail store. All employees working in the store report to the store manager. A store manager
7
Store business operations, including managing profit and loss, facility management, safety
Product management, including ordering, receiving, price changes, and handling damaged
Team Development, to take responsibility for your own personal learning and development.
Store manager is a great problem solver, challenges the status quo, encourages new ideas, is
An individual who has exceptional conversational skills. As the main component of a retail
store manager’s daily duties is to interact with consumers and employees, it is very important
that they know how to converse in such a manner which is courteous yet effective.
Sales generation
The store manager will be required to meet monthly, quarterly, or annual sales goals,
depending on the company's fiscal cycle. This may be achieved by setting individual sales
goals (quotas), holding contests for employees, or offering sales promotions. He or she may
also receive a monetary incentive (or "bonus") tied to the financial performance of the store
over a specific time period. This incentive may be based on net sales, profitability, or both.
Thus, the store manager may be forced to reduce payroll expenditures by decreasing
employees' hours, or otherwise reducing costs associated with operating the business.
The General manager will be required to post Material Safety Data Sheets for their employees for any
The Store manager is the primary keyholder of the store and may be called to the store
before, during, or after business hours in the event of an emergency. He or she is also
8
responsible for the safety of all consumers and employees on store premises. Store managers
may be required to hold safety meetings, especially as dictated by union practices in cases
Division of responsibility
A store manager may have several subordinates within the hierarchy of the store to whom he
or she can delegate management-level responsibility. These employees are sometimes called
The store manager is responsible for the hiring, training, and in some cases, the development,
of employees. The manager must ensure that adequate staffing levels exist in order to
effectively operate the store, and ensure that employees receive the training necessary for
responsible for developing their employees so that the company can promote employees from
within and develop future leaders, potentially for employment at other locations.
Store managers ensure that visual merchandising is consistent with consumers' expectations of the
brand.
9
In retail locations, store managers are responsible for visual merchandising. Many companies
communicate how to merchandise their stores using direction such as planograms to indicate
product placement. While managers have a varying degree of autonomy in deviating from
corporate direction, it is important to ensure that stores are compliant with the company's
brand image. Managers must ensure that the proper amount of inventory is displayed for
consumers to purchase, by ensuring that shelves and racks remain stocked and that product is
frequently rotated out of storage areas. Managers are also concerned with shrinkage, and
must ensure that merchandising techniques and consumer service skills minimize the
10
COMPANY PROFILE
11
COMPANY PROFILE
Britannia strode into the 21st Century as one of India's biggest brands and the
pre-eminent food brand of the country. It was equally recognized for its innovative
approach to Britannia biscuitss and marketingIn 2002, Britannia's New Business Division
formed a joint venture with Fonterra, the worlds second largest Dairy Company, Britannia
New Zealand Foods Pvt. Ltd. was born. In recognition of its vision and accelerating graph,
Forbes Global rated Britannia 'One amongst the Top 200 Small Companies of the World',
and The Economic Times pegged Britannia India's 2nd Most trusted Brand.
The company's offerings are spread across the spectrum with Britannia
biscuitss ranging from the healthy and economical Tiger Britannia biscuits to the more
lifestyle-oriented Milkman Cheese. Having succeeded in garnering the trust of almost one-
third of India's one billion populations and a strong management at the helm means
Britannia will continue to dream big on its path of innovation and quality. And millions of
12
Britannia Industries
Type Private
Founded 1892
Number of
300 stores (2000)
locations
Industry Food
Wadia Group,
Parent
Associated Biscuits Intl. Holdings
Website www.britannia.co.in
13
Britannia Industries Limited is an Indian company based in Kolkata that is famous for its
Britannia and Tiger brands of biscuit, which are highly recognised throughout the country.
Britannia is India’s largest biscuit firm, with an estimated 38% market share. [1]
The Company's principal activity is the manufacture and sale of biscuits, bread, rusk, cakes
The Britannia's fame is largely acknowledged through the colourful Britannia logos that
Indian cricketers such as Virender Sehwag and Rahul Dravid wear on their bats.
History
It was started way back in 1892 with an investment of Rs. 295. [2] Initially, biscuits were
manufactured in a small house in central Kolkata. Later, the business was acquired by the
Gupta brothers and operated under the name of V.S. Brothers. In 1918, C H Holmes, an
English businessman in Kolkata was taken as a partner and The Britannia Biscuit Company
Limited (BBCo) was launched. The Mumbai factory was setup in 1924 and Peak Freans, UK
acquired a controlling interest in BBCo. Biscuits were in big demand during World War II,
which gave a fillip to the company’s sales. The company name was changed to the current
Britannia Industries Limited in 1979. In 1982 Nabisco Brands Inc., USA became a major
foreign shareholder.
Kerala businessman K. Rajan Pillai secured control of the group in the late 1980s, becoming
known in India as the 'Biscuit King'. In 1993, the Wadia Group acquired a stake in ABIL, UK
and became an equal partner with Groupe Danone in Britannia Industries Limited. In what
the Economic Times referred to as one of [India's] most dramatic corporate sagas, [3] Pillai
ceded control to Wadia and Danone after a bitter boardroom struggle, [4] then fled his
Singapore base to India in 1995 after accusations of defrauding Britannia, and died the same
14
Growth and profitability
The company is a growing and profitable one. Between 1998 and 2001, the company's sales
grew at a compound annual rate of 16 per cent against the market, and operating profits
reached 18 per cent. More recently, the company has been growing at 27 per cent a year,
compared to the industry's growth rate of 20 per cent. At present, 90 per cent of Britannia’s
Business
Dairy products
Dairy products contribute close to 10 per cent to Britannia's revenue. [6] Britannia trades and
markets dairy products, and its dairy portfolio grew at 47% in 2000-01 and by 30% in 2001-
02. Britannia holds an equity stake in Dynamix Dairy and had outsourced the bulk of its dairy
products from its associate. Its main competitors are Nestle India, and the National Dairy
On October 27, 2001, Britannia announced a joint venture with Fonterra Co-operative Group
of New Zealand, an integrated dairy company from procurement of milk to making value-
added products such as cheese and buttermilk.[7] Britannia planned to source most of the
products from New Zealand, which they would market in India. [6] The joint venture will
allow technology transfer to Britannia.[7] Britannia and New Zealand Dairy each holding 49%
of the JV, and the remaining 2 per cent held by a strategic investor. Britannia has also
tentatively announced that its dairy business would be transferred and run by the joint
venture.[7]
The authorities' approval to the joint venture obliged the company to start manufacturing
facilities of its own. It would not be allowed to trade, except at the wholesale level, thus
15
pitching it in competition with Danone, which had recently established its own dairy
business.[7]
Biscuits
The company's factories have an annual capacity of 433,000 tonnes. [1] The brand names of
biscuits include VitaMarieGold, Tiger, Nutrichoice Junior,Good Day, 50 50, Treat, Pure
Magic, Milk Bikis, Good Morning, Bourbon, Thin Arrowroot, Nice and many more.
Tiger, the mass market brand, realised $150.75 million in sales including exports to countries
The company alleged that Danone has violated its intellectual property rights in the Tiger
brand by registering and using Tiger in several countries in 2006 without the consent of the
Britannia Board. Managing Director Vinita Bali claims the company found out in 2004
Danone launched the Tiger brand in Indonesia in 1998, and later in Malaysia, Singapore,
Pakistan and Egypt when it attempted to register the Tiger trademark in some of these
countries.[8] Whilst it was initially reported in December 2006 that agreement had been
reached,[9] it was reported in September 2007 that a solution remained elusive. [8] In the
meantime since Danone's biscuit business has been taken over by Kraft, the Tiger brand of
biscuits in Malaysia has been renamed Kraft TiGER Biscuits beginning September 2008.
The Wadias' Kalabakan Investments and Groupe Danone have two equal joint venture
companies, Wadia BSN and UK registered Associated Biscuits International Holdings Ltd.,
which together hold 51 per cent stake in Britannia. [11] The ABIH tranche was acquired in
1992, while the controlling stake held by Wadia BSN was acquired in 1995. It was agreed
that, in case of a deadlock between the partners, Danone is obliged to buy the Wadia BSN
16
stake at a "fair market value". ABIH which has a separate agreement signed in 1992 and is
Wadia was to be Danone's partner in the food and dairy business, and product launches from
Groupe Danone’s were expected but never materialised despite the JV being in existence for
over 11 years in India.[11] Under the 1995 joint venture agreement, Danone is prohibited from
launching food brands within India without the consent of the Wadias. [13] In addition, the
partners agreed there would be the right of first refusal to buy out the remaining partner in the
In May 2007, Nusli Wadia told the Ministry of Commerce and Industry that Danone invested
government's Press Note 1, 2005, which requires a foreign company to obtain the consent of
its Indian joint venture partner before pursuing an independent business in a similar area,
including joint ventures based purely on technical collaboration. Danone argued that Press
Note 1 did not apply to it as it did not have a formal technology transfer or trademark
agreement with Avesthagen, and that its 25 pct holding in Britannia was indirect. [15] Wadia
also filed a case in the Bombay High Court for a breach of a non-compete clause in that
connection. The court ordered Danone not to alienate, encumber or sell shares of Avestagen.
In September 2007, the Foreign Investment Promotion Board of India rejected Danone's
claims that it does not need a non-compete waiver from the Wadias to enter into business in
India alone.[17]
In June 2006, Wadia claimed Danone had used the Tiger brand to launch biscuits in
Bangalore.[14]
After a prolonged legal battle, Danone has finally agreed to sell its stake in Britannia and get
out of this line of business. Danone will sell its 25.48% stake to Leila Lands, which is a
17
Wadia group entity based in Mauritius. The deal is valued to be at $175-200 m. With this
THEORITICAL BACKGROUND
The topic of consumer behavior is one of the massively studied topics by the researchers and
marketers in the past and still being studied. Researchers show different reasons as to why
consumer behavior has been the topic of many academics and researchers. One of the common
views is that understanding consumer behaviour has become a factor that has a direct impact on the
overall performance of the businesses (Kotler and Keller, 2012). Variawa (2010)2 analyzed the
influence of packaging on consumer decision making process for Fast Moving Consumer Goods.
The aim of the research was to analyze the impact of packaging for decision making processes of
low-income consumers in retail shopping. In a survey conducted in Star Hyper in the town of
Lee (2005)3carried out study to learn the five stages of consumer decision making process in the
example of China. The researcher focuses on the facts that affect the consumer decision making
process on purchasing imported health food products, in particular demographic effects such as
gender, education, income and marital status . Acebron et al (2000)6. The study was to analyze
the impact of previous experience on buying behaviour of fresh foods, particularly mussels. In
their studies the authors used structural equation model in order to identify the relationship
between the habits and previous experience on the consumer buying decision.
Britannia Industries Limited has deep rooted its name firmly in each and Everyone’s mind and
heart, thecompany deals with producing wide range of biscuits, cakes, dairy products and snacks In
the year 1918 Gupta Brothers took Mr.C.H.Holmes, an English businessman in Calcutta, as a
partner.
18
The Britannia Biscuit Company Limited (BBCo.) was registered on March 21, 1918 and brand
name ‘Britannia’ was launched. In 1998, company’s sales were Rs.1000 crores. Britannia now
produces over 1,00,000 tones of biscuits every year and over 60,000 tons of bread and cake, with
4 production units, over 5800 employees and 21 franchise manufacturers, and of course an
excellent distribution network of more than 34 warehouse and more than 2,00,000 retail outlets. In
April ’97, the Government de reserved the biscuit sector from small scale. Britannia has expanded
captive manufacturing facilities and has modernized and upgraded its facilities in the last five
years. It has also forayed into the Dairy Business with the launch of Cheese, Butter, Ghee, Dairy
19
OBJECTIVES OF THE
STUDY
20
OBJECTIVES OF THE STUDY
To study about the various factors this determines the levels of consumer
behaviour.
21
RESEARCH
METHODOLOGY
22
RESEARCH METHODOLOGY
preference among Britannia Britannia biscuits. The main research objectives are to study the
opinion of the consumer regarding the cost, quality, taste, purity and health aspects.
people those who are using the branded milk. The data collected has been subjected to
analysis and interpretation on the basis of objectives and suggestions has been given at the
end, which will help the consumer to recommend the brand to the others and the
RESEARCH DESIGN
obtain answer to research questions. Since the problem of the research is already
DATA COLLECTION
A. PRIMARY DATA
B. SECONDARY DATA
A. PRIMARY DATA
our area was done through field survey. Questionnaire method was used for the field survey.
Questionnaire method was used and the information was collected from the 100 sample
respondents.
23
QUESTION TYPE
dichotomous questions.
OPEN-ENDED QUESTIONS
Questions that the respondent can answer in a free- flowing format without
restricting the range of choices to a set of specific alternatives suggested by the researcher.
It is formed with a view that the respondents can answer from among the
given choices. These type of questions can save the valuable time of the respondents.
DICHOTOMOUS QUSETIONS
In this type of questions, the respondents have to choose only Yes or No.
This type of questions can save the value time of the respondent’s.
B.SECONDARY DATA
analysis of records such as company profile, Britannia biscuits profile, and websites.
Data analysis is essential for a scientific study and for ensuring that the
relevant data was used for making contemplated comparison and analysis.
Interpretation is essential for the simple reason that the usefulness and utility
SAMPLING METHOD
24
In the study, the researcher has adopted the convenience sampling
technique-“Conveniently available to provide “.In this study, the researcher has selected 100
SAMPLING SIZE
The number of sample taken for the study is 150. The samples taken for the
Percentage analysis is the tool analysis the collected data and to find out the
Bar charts and Pie charts have been used for representing through graphical
method.
25
LIMITATIONS
26
LIMITATION
. There are number of uncontrollable factors acting as limitations in conducting the study.
Since the survey was done only in Lucknow the result obtained may not be taken as universal
suggestion.
Concern person of shop keeping in charge will always change, so that their assessment of the
product and the relationship with the company officials could not be adequate.
Respondents in some department gave biased responses for fear of their position in the
Some people at top level were afraid and showed complete reluctance to give responses to
some questions.
27
DATA ANALYSIS AND
INTERPRETATION
28
DATA ANALYSIS AND INTERPRETATION
TABLE NO: 1
21-40 75 50.0
41-60 48 32.0
INTERPRETATION
From the above table it is clear that 50.0% of the respondents belong to age
between 21 - 40. This shows that they are highly aware of the Britannia biscuits. 32.0% of
the respondents belong to age between 41 - 60. They are working age people who buy the
Britannia biscuits for their family. The rest of the respondent for old age people and young
CHART NO: 1
29
30
TABLE NO: 2
Student 52 34.7
Govt-employee 34 22.7
Businessmen 28 18.7
Housewife 22 14.7
Professional 14 9.3
INTERPRETATION
From the above table it is clear that 34.7% of the respondent of students.
22.7% of the respondents are government employees, 18.7% of the respondents are business
man, 14.7% of the respondents are house wives, and 9.3% of the respondents are
professionals.
31
CHART NO: 2
32
TABLE NO: 3
INTERPRETATION
From the above table it is clear that 66.0% of respondents have a family with
members four or five, 24.0% of the respondents have a family of below four members, and
33
CHART NO: 3
34
TABLE NO: 4
10000-20000 98 65.3
21000-30000 14 9.3
INTERPRETATION
From the above table it is clear that 65.3% of the respondents have a family
income between 10,000- 20, 000, 24.7% of the respondents family income below 10,000,
9.3% of the respondents have a family income between 210000- 30,000, 0.7% of the
35
CHART NO: 4
36
TABLE NO: 5
INTERPRETATION
From the above table it is clear that 44.7% of the respondents consume the
Britannia biscuits once a day. 30.0% of the respondents consume the Britannia biscuits few
times a week. 12.0% of the respondents consume the Britannia biscuits few times a month.
11.3% of the respondents consume the Britannia biscuits few times a day. 2.0% of the
37
CHART NO: 5
38
TABLE NO: 6
53g 22 14.7
102g 56 37.3
121g 43 28.7
143g 18 12.0
200g 11 7.3
INTERPRETATION
From the above table it is clear that 37.3% of respondents preferred 102g
packets, 28.7% of respondents preferred 121g packets, 14.7% of respondents preferred 53g
packets, 12.0% of respondents preferred 143g packets, the rest of the respondents prefer 200g
packets.
39
CHART NO: 6
40
TABLE NO: 7
INTERPRETATION
From the above table it is clear that 12.7% of respondents buy the Britannia
biscuits because of others reference, the majority of respondents that is 76.0% buy because of
the advertisements through Televisions. The rest of the respondents buy because of
41
CHART NO: 7
42
TABLE NO: 8
BISCUITSS
INTERPRETATION
From the above table it is clear that 72.0% of the respondents are satisfied
with the Britannia biscuits. 24.7% of the respondents are highly satisfied with the Britannia
43
CHART NO: 8
44
TABLE NO: 9
Excellent 10 6.7
Good 58 38.7
Moderate 21 14.0
INTERPRETATION
From the above table it is clear that 38.7% of the respondents feel that the
promotional activities provided by the company are good. 40.7% of the respondents feel that
the promotional activities provided by the company are very good.6.7% of the respondents
feel that the promotional activities provided by the company are excellent. The rest of the
45
CHART NO: 9
46
TABLE NO: 10
Discount 56 37.3
Gift 15 10.0
Prize 10 6.7
Contest 6 4.0
INTERPRETATION
From the above table it is clear that 38.0% of the respondents prefer offering
extra quantity with same price. 37.3% of the respondents prefer discount. 10.0% of
respondents prefer gift. 6.7% of the respondents prefer prize. The rest of the respondents
prefer buy one get one free and contest as the promotional activity.
47
CHART NO: 10
48
TABLE NO: 11
BRITANNIA BISCUITS
High 22 14.7
Low 1 .7
INTERPRETATION
From the above table it is clear that 84.7% of the respondents feel that the
price of the Britannia biscuits is optimum. 14.7% of the respondents feel that the price of the
Britannia biscuits is high. Only 0.7% feels that the price is low.
49
CHART NO: 11
50
TABLE NO: 12
RESPONDENTS
Service 4 2.7
Quality 86 57.3
Packing 17 11.3
price 11 7.3
INTERPRETATION
From the above table it is clear that 57.3% of the respondents feel the quality
is special in the Britannia biscuits. 11.3% of the respondents feel the packing is special in the
Britannia biscuits. 7.3% of the respondents feel that price is special in the Britannia
biscuits.2.7% of the respondents feel the service is special in the Britannia biscuits. The rest
of the respondents feel that all the above are the specialty factors in the Britannia biscuitss.
51
CHART NO: 12
52
TABLE NO: 13
Agency 14 9.3
Wholesaler 30 20.0
INTERPRETATION
From the above table it is clear that majority of the respondents that is 70.7%
buy from the retailers. 20.0% of the respondents buy from the wholesalers. The rest of the
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CHART NO: 13
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TABLE NO: 14
Excellent 20 13
Good 45 30.0
Moderate 3 2.0
INTERPRETATION
From the above table it is clear that about 54.7% of the respondent feel that
brand image of the Britannia biscuits is very good. 30.0% of the respondent feel that brand
image of the Britannia biscuits is good. 13.3% of the respondent feel that brand image of the
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CHART NO: 14
TABLE NO: 15
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LEVEL OF MARKETING LITERATURE AMONG THE RESPONDENTS
Excellent 13 8.7
Good 57 38.0
Moderate 8 5.3
Bad 1 .7
INTERPRETATION
From the above table it is clear that about 47.3% of the respondents feel that
brand image of the Britannia biscuits is very good. 38.0% of the respondents feel that brand
image of the Britannia biscuits is good. 8.7% of the respondents feel that brand image of the
Britannia biscuits is excellent. 5.3% of the respondents feel it as moderate and only 0.7% of
CHART NO: 15
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TABLE NO: 16
INTERPRETATION
From the above table it is clear that about 74.0% of the respondents are
satisfied with the availability of the Britannia biscuitss. 15.3% of the respondents are highly
satisfied with the availability of the Britannia biscuitss. 10.7% of the respondents are neither
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TABLE NO: 18
Yes 30 20.0
No 120 80.0
INTERPRETATION
From the above table it is clear that about 80.0% of the respondents feel that
the Britannia biscuits does not have any impact on obesity and only 20.0% of the respondents
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CHART NO: 18
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TABLE NO: 19
INTERPRETATION
From the above table it is clear that about 74.7% of the respondents are
satisfied with the calorie of the Britannia biscuitss. 19.3% of the respondents are highly
satisfied with the calorie of the Britannia biscuitss. 6.0% of the respondents are neither
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TABLE NO: 20
Parle 25 16.7
Horlicks 16 10.7
Complan 11 7.3
None 30 20.0
INTERPRETATION
From the above table it is clear that about 45.3% of the respondents are buying
Sun feast if Britannia is not available. 16.7% of the respondents are buying Parle if Britannia
is not available. 10.7% of the respondents are buying Horlicks if Britannia is not available.
7.3% of the respondents are buying Complan if Britannia is not available and about 20.0% of
the respondents have no other option except Britannia which shows their brand loyalty.
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CHART NO: 20
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FINDINGS
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FINDINGS
It was found that 102g weight packet is mostly preferred among the respondents.
Offering extra quantity with the same price is the promotional activity preferred by
the respondents.
It was found that respondents feel that the price of the Britannia biscuits is optimum.
Majority of the respondents feel that the Britannia biscuits don’t have impact on
obesity.
The respondents are satisfied with the calorie contents of the Britannia biscuits.
Most of the respondents were highly satisfied with the quality of the Britannia
biscuits.
Majority of the respondents do not prefer changes such as taste, flavor, size, in the
Britannia biscuits.
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SUGGESTIONS
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SUGGESTIONS
The advertisement is promoted in such a way that it may cover people of all age
groups.
Britannia biscuits differentiation is in such a way that it may promote and create
The preferred promotional activity among the public may be implemented to achieve
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CONCLUSION
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CONCLUSION
determine the consumer utilization of Britannia at the exceeding level or not and also
the survey used to identify the important factors which influencing the Britannia.
From the detailed studies conducted it is seen that there is a direct relation
The Britannia biscuits is already well established among the population in its
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BIBLIOGRAPHY
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SUGGESTIONS
1. Books
John Wiley & Sons Ltd U.K, Fourth Edition, 2009 Page No.(218-223).
2. Thesis
Website
http://en.wikipedia.org/wiki/Descriptive_research
http://en.wikipedia.org/wiki/research
http://business.mapsfindia.com/india_industry/Britannia biscuits.html
http://www.ibmaBritannia biscuits.in/biscuit_industry_profile.html
http://www.britannia.co.in
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ANNEXURE
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QUESTIONNAIRE
1. Name :
2. Location :
3. Age :
4. Occupation:
a) Many times a day b) Few times a day c)Once a day d) Few times a week
h) Nice i) Maska Chaska j) Marie Gold k) Vita Marie l) Little Hearts m) Goodday
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12. What is the level of promotional activity provide by the company?
14. What do you feel about the price of Britannia Britannia biscuitss?
17. State your level of satisfaction regarding the dealers (wholesaler & retailer only?)
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