Ahishek Mishra

Executive Summary

As a part of my course I conducted a survey of brand

preference of biscuit in Varanasi. I want to know about their

responses as regard to different aspect of biscuit like brand

preference. Factor effecting the choice of the consumer and factor

which motivate the customer to promote the particular brand. The

survey was conducted in Varanasi city itself the respondents were

drawn by convenience sampling due to the constraint of time, cost and

difficulties in contacting customer. The questionnaire was used as a

research instrument. It was prepared on the basis of the detailed

objective of this study to explore the brand preference of biscuit.

The analysis of data obtained exhibit the following

finding.

Britannia No. 1 and Parle is No. 2 brand in popularity.

The main factors effecting the customer choice are quality,

advertising and brand name as told by the customer.

A great deal of brand loyalty is found among the consumer.

Mostly respondents favored taste for brand loyalty.

Mostly respondents consume sweet & salty biscuit but rest

respondents consume sweet biscuit and salty biscuit.

Mostly respondents are fully satisfied with their brand & 3.33%

respondents do not know about the statement.

Brand ambassador have a moderate influence on the buying

decision of consumer.

It has been seen that the use of sales promotion tool can be very

effect to increase the sale in terms of price reduction.

Conclusively it revealed that high quality biscuit are more

favored by majority of the respondents. The present study shows the

response of middle class people of Varanasi city.

Acknowledgement

I am deeply thankful to MPIMCA which provided me a

golden opportunity to be a part of a team to strive for excellence.

I did my project work under the supervision of Miss. Ruhi

Srivastava, she gave me innovative ideas and suggestion to complete my

project work.

I am very thankful to my teacher Mrs. Mudita Singh (Ex.

Director), Mr. Girdhar Gopal Yadav and Mr. Arvind Tripathi who

helped me in all problems I face while working on this project.

I am thankful to all those user who have taken out their time

and filled my questionnaire.

I would extend my thanks to all my friends especially Mr.

Siddhant Singh and all class mates without whose help this project would

not have been typed.

Last but not the least I would like to thank my family without

their support this project would not have been possible.

Abhishek Mishra(MPIMCA) Varanasi

INTRODUCTION THE MARKET:

The meaning of market differs from study to study.

Generally speaking, a market refers to the particular place where

buying and selling takes place.

DEFINITION OF MARKET :

The terms market refers not to place, but to a commodity

or commodities and buyers and sellers who are indirect competition

with one another"

Chapman - TYPES OF MARKETS:

The classification of markets widely differs depending

upon the nature of business, nature of product, peculiarities and

characteristics of area and significance of the product. Ordinarily, the

markets can take the following forms :

a. Consumer Market :

Consumer markets consists of individuals or households

that purchases goods or services for their own use. For example,

every time you buy good products, toiletries, vehicles,

appliances.

b. Industrial Market :

Industrial market consists of individuals or groups that

purchase goods for resale or for use in performing their

operations.

c. Perfect market :

A perfect market refers to a market where potential buyers and

sellers have a complete knowledge of the prices, competitors, etc.

d. Imperfect Market :

A market is a said to be imperfect market when seller

charges any price for his product to the buyers as the buyers fail

to have knowledge about the existing market price.

e. Commodity Market :

A commodity market is a market where sale of different

goods takes place.

f. Capital Market :

Capital market comprises of all such financial institutions

which deal in finance e.g. banks, stock exchange market, foreign

exchange market, etc.

g. Local Market :

Local market is such a market where business transactions

are concentrated to a restricted area.

CORE CONCEPT OF MARKETING

MARKETING :

A social and managerial process whereby individuals and

groups obtain what they need and want through creating and

exchanging products and value with others.

NEED :

The most basic concept underlying marketing is that of

human needs. Human needs are states of felt deprivation. They include

basic physical needs for food, clothing, warmth and safety, social

needs for belonging and affection and individual needs for knowledge

and self-expression.

WANT :

The form taken by a human need as shaped by culture and

individual personality. An American needs food but wants a mango,

rice, lentils, and a soft drink.

DEMANDS :

People have almost unlimited wants but limited resources.

Thus, they want to choose products that provide the most value and

satisfaction for their money. When backed by buying power, wants

become demands.

PRODUCT :

A product is anything that can be offered to a market for

attention, acquisition, use or consumption. It includes physical objects,

service, personalities, places, organisations, and ideas.

SERVICE :

Any activity or benefit that one party can offer to another

that is essentially intangible and does not result in the ownership of

anything.

CUSTOMER VALUE :

The difference between the values the customer gains from

owning and using a product and the costs of obtaining the product.

CUSTOMER SATISFACTION :

The extent to which a product's perceived performance

matches a buyer's expectations. If the product's performance falls short

of expectations, the buyer is dissatisfied.

Total Quality management (TQM)

Programs designed to constantly improve the quality of

products, services and marketing process.

EXCHANGE :

The act of obtaining a desired object from someone by

offering something in return.

TRANSACTION :

A trade between two parties that involves at least two

things of value, agreed upon conditions a time of agreement, and a

place of agreement.

MARKETING MIX

Marketing mix is the policy adopted by the manufacturers

to get success in the field of marketing. Those days, when goods were

matched with the market, have gone. The modern market concept

emphasises the importance of the consumer's preference.

Manufacturers take various policies to get success in the market and

the marketing mix is one of the important policies.

DEFINITION :

According to Borden, "The marketing mix refers to the

appointment of efforts, the combination, the designing and the

integration of the elements of marketing into a programme or mix

which, on the basis of an appraisal of the market forces will best

achieve an enterprise at a given time".

A brief description of the four elements of marketing mix

(Four Ps) is :

1 PRODUCT :

The product itself is the first element. Products must

satisfy consumer needs. The management must, first decide the

products to be produced. by knowing the needs of the consumers.

2 PRICE :

The second element to effect the volume of sales is the

price. The marked or announced amount of money asked from a

buyer is known as basic-value placed on a product.

3 PROMOTION :

The product may be made known to the consumers. Firms

must undertake promotion work-advertising. Publicity, personal

selling etc., which are the major activities.

4 DISTRIBUTION (Place) :

Physical distribution is the delivery of products at the right

time and at the right place. The distribution mix is the combination

of decisions relating to marketing channels, storage facility,

inventory control, location, transportation warehousing etc.

CONCEPT OF PRODUCT :

PRODUCT :

"A product is a set of tangible and intangible attributes,

including packaging, colour, price manufacturer's prestige, retailer's

prestige and manufacturer's and retailer's services, which the buyer

may accept as offering satisfaction of wants or needs."

CLASSIFICATION OR PRODUCTS -

(i) Consumer products

(ii) Industrial products.

CONSUMER PRODUCTS :

Consumer products are purchased to satisfy personal and

family needs, for example cigarettes, coffee, ice-cream, medicines,

shoes, television and the like. On the basis of consumer buying

behaviour such products can be further subdivided into four types :

1. Convenience Products :

Convenience products are usually low priced and

frequently purchased items. e.g., newspapers, cigarettes, rice,

drugs and spices.

2. Shopping Products :

Shopping products are items for which consumers are

willing to expand considerable efforts in planning and making the

purchase. Examples of such products are furniture, readymade

garments, shoes, major appliances, etc.

3. Specialty products :

Consumers actually plan the purchase of a speciality

product; they know exactly what they want and they possess a

complete knowledge of the product. Example of such items are

photographic equipments, men's suits, wrist watches, new

automobiles, fancy groceries, etc.

4. Unsought Products :

Unsought products are purchased by consumers with a

purpose to solve a sudden problem. Example - Encyclopedias,

cemetery lots and life insurance.

INDUSTRIAL PRODUCTS :

Industrial products are purchased to be used to produce

other products or to be used in the operation of an organisation.

a. Raw materials :

Raw materials are industrial products that are in an

essentially unprocessed state and become part of a physical

product. They include bars of aluminum, chunks of granite, cotton,

wheat, etc.

b. Component Parts :

Component parts are such items of industrial products that

have undergone considerable processing before being incorporated

into other products. Such products become a part of the physical

product. Spark plugs, clocks, screws, wires are best.

c. Process Materials :

An industrial product directly used in the production of

other products but does not become a part of that other product is

known as process materials.

d. Accessory Equipment :

Accessory equipment does not become a part of the final

physical product but facilitates an organisation's operations.

Examples include forklifts, pick-up trucks, typewriters, calculators,

BRANDING

The Committee on Definition, A.M.A. defines brand as

"a name, term, symbol or the goods or services of one seller or

group of sellers and to differentiate them from those of

competitors." Thus, brand is a mane, symbol, term, design, or other

distinguishing feature that serves to identify a specific product and

distinguish it from its competitors.

1. Brand Name:

According to A.M.A. a brand name is "that part of a brand

which can be vocalized-utterable". Thus, it consists of words,

letters and/or numbers that can be vocalised or pronounced. e.g.,

Thums Up, Limca, Maza Mango, Gold Spot and son on.

2. Brand Mark:

A brand make is a part of the brand that appears in the from of

a symbol, design or distinctive colouring or lettering. Such part of

the brand can only recognised by sight but cannot be pronounced.

For example Air India's Maharaja, H.M.V.'s dog in front of a mouth-

piece, State Bank of India's blue circle with central dot.

3. Trade Mark:

Trade mark is a brand that is given legal protection. When

a brand name or mark is registered under any law, it becomes a

trade mark. are not trade marks.

4. Trade Name:

A trade name is a commercial and legal name under which

a company does its business. The Godrej is the trade name of

that company.

TYPES OF BRANDS

1. Manufacturer Brands:

Manufacturer brands also know as national brands are

owned by the firms that actually manufacture these products.

Thus, Rin, and Close-up are both manufacturer's brand.

2. Dealer (Distributors) Brands:

Dealer brands also known as private brands are owned by

the marketing institutions like wholesalers or retailers. Such

brands contain names designated by wholesalers and retailers.

3. Mixed Brands:

To avoid the battle of the brands* Sellers employ mixed-

brand strategy wherein the manufacturers, the wholesalers and

the retailers sell their brands in a combination.

PACKAGING

Packaging, the external presentation of a product, is an

essential part of marketing. An appealing package of the right size,

shape and appearance increases the salability of a product.

W.J. Stauton defines packing as "the general group of

activities in product planning which involves designing and producing

the container or wrapper for a product." Accordingly, packaging can be

divided into three categories.

(i) Primary package:

It relates to the product's immediate container. For

example, a plastic can for edible oil, or bottle for cold drink, or a

wrapper for toilet soap.

(ii) Secondary package:

It refers to the additional layers of protection that are removed

when the product reaches to its final destination, For example, a tube

(primary package) of leather shaving cream is usually removed from

its cardboard (secondary packaging) before use.

(iii) Shipping package:

It is concerned with the packing arrangements used for

storage or transportation of the product.

LABELLING :

It involves the presentation of information on a package or

product through label. It contains the brand name and symbols, the size

and contents of the package, directions for use, safety precautions and

the universal product code and symbol.

CONSUMER BUYER BEHAVIOUR :

The buying behaviour of final consumers individuals &

households who buy goods & service for personal consumption.

CONSUMER MARKET :

All the individuals & households who buy or acquire

goods & service for personal consumption.

Factors influencing consumer behaviour

CHARACTERISTICS AFFECTING CONSUMER BEHAVIOR :

Consumer purchases are influenced strongly by cultural,

social, personal and psychological characteristics,

Cultural

Culture

Subculture

Social class

Social

Reference Groups

Family

Roles and status

PersonalAge and lifecycle

stage

Occupation

Economic situation

LifestylePersonality and

self concept

Psychological

Motivation

Perception

Learning

Beliefs and attitudes

Buyer

1. CULTURAL FACTORS :

Cultural factors exert the broadest and deepest influence

on consumer behavour. The marketer needs to understand the role

played by the buyer's culture, subculture and social class.

a. Culture :

The set of basic values, perceptions, wants and

perceptions, wants, behaviours learned by a member of society

from family and other important instructions.

b. Subculture :

A group of people with shared value systems based on

common life experiences and situations.

c. Social Classes :

Relatively permanent and ordered divisions in a society

whose members share similar values, interests, and behaviors.

2. SOCIAL FACTORS :

A consumer's behaviour also is influenced by social factors,

such as the consumers small groups, family, and social roles and

status.

a. Group :

Two or more people who interact to accomplish individual

or mutual goals.

b. Family :

Family members can strongly influence buyer behaviour.

The family is the most important consumer buying organization in

society. Husband-wife involvement varies widely by product

category and by stage in the buying process. Buying roles change

with evolving consumer lifestyles.

c. Roles and status

With her parents, Anna Flores plays the role of daughter;

in her family, she plays the role of wife; in her company, she plays

the role of brand manager. Each of Anna's roles will influence some

of her buying behaviour.

3. PERSONAL FACTORS :

A buyer's decisions also are influenced by personal

characteristics such as the buyer's age and life-cycle stage,

occupation, economic situation, lifestyle, and personality and self-

concept.

a. Age and life-cycle stage :

People change the goods and services they buy over their

lifetimes. Tastes in food, clothes, furniture, and recreation are often

age related. Buying is also shaped by the stage of the family life

cycle.

b. Occupation :

A person's occupation affects the goods and services

bought. Blue-collar workers tend to buy more rugged work clothes,

whereas white-collar workers buy more business suits.

c. Economic Situation :

A person's economic situation will affect product choice.

Anna Flores can consider buying an expensive Nikon if she has

enough spend able income, savings, or borrowing power.

d. Lifestyle :

A person's pattern of living as expressed in his or her

activities, interests, and opinions.

e. PERSONALITY :

A person's distinguishing psychological characteristics that

lead to relatively consistent and lasting responses to his or her own

environment.

4. PSYCHOLOGICAL FACTORS :

A person's buying choices are further influenced by four

major psychological factors : motivation, perception, learning and

beliefs and attitudes.

a. Motive (Drive) :

A need that is sufficiently pressing to direct the person to

seek satisfaction of the need.

b. Perception :

The process by which people select, organize and interpret

information to form a meaningful picture of the world.

c. Learning :

Changes in an individual's behavior arising from experience.

d. Belief :

A descriptive thought that a person holds about something.

e. Attitude :

A person's consistently favourable or unfavourable

evolutions, feelings, and tendencies toward an object or idea.

BRAND AMBASSADOR

Celebrities draw these powerful meaning from the role

they assume in their television, movie, military, athletic and others

careers. Each new dramatic role brings the celebrity into contact with

a range of objects, persons and contexts out of these objects, persons

and contexts are transferred meaning that then reside in the celebrity.

Advertising use celebrities as endorsers to breakthrough the

advertising clutter. They believe that celebrities have stopping power

and draw attention to advertising messages. For instance,

commercials that use Amitabh Baachan or shahrukh Khan as

endorsers are more likely to be effective in capturing the attention of

the target audience. Marketers think that a popular celebrity cannot

only influence audience feelings, attitudes and purchase behaviors

positively, but can also enhance product image or performance in the

consumers' mind.

Celebrity endorsements are less likely to influence

knowledgeable consumers about a product or service or those holding

strong attitudes compared to consumers with time knowledge or

neutral attitudes. College age students were more likely to have a

positive attitude towards a celebrity endorsed product than older

consumers. The observation indicates that, in the Indian context,

teenage market has generally been very deceptive to celebrity

endorsers as is evidenced by the frequent use of cricket players and

film stars in advertising for cosmetics soft drinks, two-wheeler autos

and other products.

HISTORICAL BACKGROUND

PROFILE OF SUNFEAST

ITC made its entry into the branded & packaged Foods

business in August 2001 with the launch of the Kitchens of India

brand. A more broad-based entry has been made since June 2002 with

brand launches in the Confectionery, Staples and Snack Foods

segments. In 2002, the 'mint-o’ trade mark was acquired and

relaunched in orange and mint flavours. In the same year

‘Candyman’ was added to the confectionery range and ‘Aashirvaad’

atta was rolled out. The 'Aashirvaad’ brand now extends to ready-to-

eat foods, ready-to-cook pastes and salt. In 2003 the ‘Candyman’

range was expanded to include deposited candies and éclairs. In 2003

‘Sunfeast’ biscuits were launched and ‘mint-o’ lemon mint flavour

was introduced. In 2004 the ‘Kitchens of India’ brand was extended

to cooking pastes

SUNFEAST

Riding on the success of

offerings in the Glucose, Marie and

Cream categories, ITC has recently

enriched its 'Sunfeast' range of

biscuits. The Company has launched

three new cream flavours - Coconut, Strawberry and Pineapple.

Strawberry & Pineapple creams have flavour enhancers. ITC has

pioneered the launch of coconut cream biscuits in India. The

Company has also introduced 'Sunfeast Dark Fantasy', a dark

chocolate and vanilla cream offering for the premium segment in

select markets. 'Sunfeast' has also entered the milk biscuit category

with its 'Sunfeast Milky Magic' biscuits. These biscuits are made of

cow's milk. Sunfeast has tied up with

'Aavin', the biggest milk brand in Tamil

Nadu, for sourcing cow's milk. Both the

new cream biscuits and milk biscuits have received an enthusiastic

response from consumers.

The Sunfeast range has been further expanded with the

launch of 'Sunfeast Snacky' salted crackers in 2 unique variants viz.,

Chilli Flakes and Classic Salted.

Sunfeast's latest offering, Golden Bakes blends the sheer

richness of pure butter with that of crisp cashews. This range is

available in 3 exciting variants viz. Butter, Cashew and Honey &

Cashew.

'Sunfeast Pasta Treat', a whole wheat based non-fried

product in 4 exciting flavours, has been introduced as a healthy

snacking option for children. The snack food team is geared and ready

to further enrich its product portfolio in the near future.

The effectiveness of advertising messages is widely

believed to be moderated by audience involvement. In this paper,

psychological theories of attention and levels of processing are used

to establish a framework that can accommodate the major consumer

behavior theories of audience involvement. Four levels of

involvement are identified (in order from low to high) as preattention,

focal attention, comprehension, and elaboration. These levels allocate

increasing attentional capacity to a message source, as needed for

analysis of the message by increasingly abstract-and qualitatively

distinct-representational systems. Lower levels use relatively little

capacity and extract information needed to determine whether higher

levels will be invoked. The higher levels require greater capacity and

result in increasingly durable cognitive and attitudinal effects.

The twist in the tale is that the Federation of Biscuits

Manufacturers of India (FBMI), whose members include biscuit

majors such as Britannia, are alleging high handedness by ITC in the

episode. ITC is not a member of FBMI.

CEO of ITC foods division Ravi Naware, when contacted,

confirmed that the company had filed a case against Raj Agro in the

Bombay High Court. He, however, did not comment on the arrest of

Raj Kumar Aggarwal, the managing director of Raj Agro. ITC had

recently roped in filmstar Shah Rukh Khan to endorse the brand.

Expressing anguish on the arrest of Mr Raj Kumar Agarwal on the

basis of complaint by ITC, FBMI president BP Agarwal said, “such

high-handed action on the part of ITC was contrary to the sense of

unity amongst biscuit manufacturers and this has never happened in

the history of the industry.

ITC, Mr Loya said, had filed a complaint against Raj

Agro with the Hyderabad police station following which a posse of

about 200 policemen had come to raid the Raj Agro factory and

arrested Mr Aggarwal. Mr Naware, however, maintained that

Hyderabad police had conducted a raid on Raj Agro based on the

evidence that the company was making biscuits whose design was

same as ITC’s Sunfeast.

Just a fortnight ago, Cadbury India had sued ITC for Rs

10 crore alleging damages on issues of trademark and copyright

infringement of its brand Dairy Milk Eclairs. Mr Naware refused to

comment on the case saying that it was sub-judice.

PROFILE OF PARLE

Introduction

A long time ago, when the British ruled India, a small

factory was set up in the suburbs of of Mumbai city, to manufacture

sweets and toffees. The year was 1929 and the market was dominated

by famous international brands that were imported freely. Despite the

odds and unequal competition, this company called Parle Products,

survived and succeeded, by adhering to high quality and improvising

from time to time.

A decade later, in 1939, Parle Products began

manufacturing biscuits, in addition to sweets and toffees. Having

already established a reputation for quality, the Parle brand name

grew in strength with this diversification. Parle Glucose and Parle

Monaco were the first brands of biscuits to be introduced, which later

went on to become leading names for great taste and quality.

How Parle fought to make biscuits affordable to all.

Biscuits were very much a luxury food in India, when

Parle began production in 1939. Apart from Glucose and Monaco

biscuits, Parle did offer a wide variety of brands.

However, during the Second World War, all domestic biscuit

production was diverted to assist the Indian soldiers in India and the

Far East. Apart from this, the shortage of wheat in those days, made

Parle decide to concentrate on the more popular brands, so that people

could enjoy the price benefits.

The strength of the Parle Brand

Over the years, Parle has grown to become a multi-

million US Dollar company. Many of the Parle products - biscuits or

confectionaries, are market leaders in their category and have won

acclaim at the Monde Selection, since 1971.

Today, Parle enjoys a 40% share of the total biscuit market and

a 15% share of the total confectionary market, in India. The Parle

Biscuit brands, such as, Parle-G, Monaco and Krackjack and

confectionery brands, such as, Melody, Poppins, Mangobite and

Kismi, enjoy a strong imagery and appeal amongst consumers.

Be it a big city or a remote village of India, the Parle name

symbolizes quality, health and great taste! And yet, we know that this

reputation has been built, by constantly innovating and catering to

new tastes. This can be seen by the success of new brands, such as,

Hide & Seek, or the single twist wrapping of Mango bite.

In this way, by concentrating on consumer tastes and

preferences and emphasizing Research & Development, the Parle

brand grows from strength to strength.

The Quality Commitment

Parle Products has one factory at Mumbai that

manufactures biscuits & confectioneries while another factory at

Bahadurgarh, in Haryana manufactures biscuits. Apart from this,

Parle has manufacturing facilities at Neemrana, in Rajasthan and at

Bangalore in Karnataka. The factories at Bahadurgarh and Neemrana

are the largest such manufacturing facilites in India. Parle Products

also has 14 manufacturing units for biscuits & 5 manufacturing units

for confectioneries, on contract.

All these factories are located at strategic locations, so as

to ensure a constant output & easy distribution. Each factory has

state-of-the-art machinery with automatic printing & packaging

facilities.

The Marketing Strength

The extensive distribution network, built over the years, is

a major strength for Parle Products. Parle biscuits & sweets are

available to consumers, even in the most remote places and in the

smallest of villages with a population of just 500.

Parle has nearly 1,500 wholesalers, catering to 4,25,000 retail outlets

directly or indirectly. A two hundred strong dedicated field force

services these wholesalers & retailers. Additionally, there are 31

depots and C&F agents supplying goods to the wide distribution

network. The Parle marketing philosophy emphasizes catering to the

masses. We constantly endeavour at designing products that provide

nutrition & fun to the common man. Most Parle offerings are in the

low & mid-range price segments. This is based on our cultivated

understanding of the Indian consumer psyche. The value-for-money

positioning helps generate large sales volumes for the products.

However, Parle Products also manufactures a variety of

premium products for the up-market, urban consumers. And in this

way, caters a range of products to a variety of consumers.

The Customer Confidence

The Parle name conjures up fond memories across the

length and breadth of the country. After all, since 1929, the people of

India have been growing up on Parle biscuits & sweets.

Today, the Parle brands have found their way into the hearts and

homes of people all over India & abroad. Parle Biscuits and

confectioneries, continue to spread happiness & joy among people of

all ages.

The consumer is the focus of all activities at Parle.

Maximizing value to consumers and forging enduring customer

relationships are the core endeavours at Parle.

I feel sure that the East Indies means India, as there is a

town named Hoogley, also another town, North of Calcutta named

PARLE (manufacture of biscuits from India by an Indian Company,

the product is named Parle's Biscuits, and are obtainable in

Sydney).

Other Branches of the PARLE's have been located in

New Zealand; Nebraska, U.S.A.; California, U.S.A.; Berkley,

U.S.A.; also a Father Richard PARLE in South Korea. All these

branches of the PARLE's had their origin

PROFILE OF BRITANNIA

MARKET

Baking practices were well

known to Indian cuisine for thousands of

years, but the humble biscuit became a

familiar and commonplace item of diet

only during the 20th century. The products

and marketing strategies of India’s premier

food company Britannia Industries Limited over the last century

have been responsible for this remarkable dietary acculturation.

The entire biscuits’ market is estimated to be 1.1 million tonnes per

annum, and valued at over Rs. 50 billion. The biscuits segment

enjoys one of the most developed markets for any item of mass

consumption, covering over 90 per cent

of the overall potential market. This

implies that over 900 million Indians

buy and eat biscuits, with varying

frequency in any year. The market is

highly competitive at the supply-side,

with thousands of small-scale manufacturers as well as others in the

organised, large-scale sector. The strength of the Britannia brand

is demonstrated by the fact that it stands far above all in this

fiercely competitive market, with over 46 per cent market share, by

value (Source: ACNielsen ORG-MARG 2003).

ACHIEVEMENTS

Britannia is synonymous with the rise and growth of the

biscuit industry in India.

Throughout this process it has displayed an uncanny

intuition about emerging popular tastes for biscuits. This foresight,

coupled with the will to innovate and evolve new products, has been

the impetus that has propelled the Britannia brand ahead of the rest.

Being the market leader, Britannia Industries operates under an

underlying principle of setting its own rules and standards that have

almost always become the adopted paradigm for the entire biscuit

industry.

It brought the health dimension to an industry that was

traditionally driven by taste alone. This is reflected in Britannia’s

brand slogan, introduced in 1997 that exhorted consumers to ‘Eat

Healthy, Think Better’. This was quickly embraced by the entire

industry to come up with similar promotional campaigns showing

biscuits to be an epitome of a healthy, happy diet.

Going beyond biscuits has been the most difficult

challenge and a litmus test for the company. Britannia entered the

dairy category with the launch of Britannia Milkman range of dairy

products. With the success of Britannia Milkman Cheese, it

achieved a niche for itself in a category that was defined by a

competitor that had created the category.

Britannia’s products retail in over 2 million outlets

(Source: ACNielsen ORG-MARG, 2003), selling approximately 200

million packs a month. With millions of happy consumers every

month, Britannia is considered to be one of the most trusted food

brands in India (Source: ET Brand Equity Study, 2003). Britannia

has also successively made the Forbes List of 200 Best Small

Companies in the world for the years 1999, 2000 and 2002.

HISTORY

Started way back in 1892

with an investment of Rs. 295, 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. BBCo

celebrated its golden jubilee in 1968 and the company name was

changed to the current Britannia Industries Limited in 1979. In

1982 Nabisco Brands Inc., USA became a major foreign shareholder.

Ten years later in 1992, Britannia Industries Limited celebrated its

platinum jubilee. The following year, the Wadia Group acquired a

stake in ABIL, UK and became an equal partner with Groúpe

Danone in Britannia Industries Limited.

PRODUCT

Britannia has restructured its portfolio of products at

regular intervals, to constantly redefine and strengthen the Indian

biscuit market. This strategy has enabled it to serve the key needs of

the Indian consumer across age groups and diverse consumption

situations, through an optimum range of brands. The success of this

strategy enabled Britannia to reduce the number of focus-brands

from 24 in 1998, to nine in 2001.

All its product offerings

derive their premium qualities from the

principles of health and taste. This key

premise has led to the evolution of a

lifetime menu where a Britannia product

exists for every stage in a person’s life.

The highest consumption group for

biscuits are children; here Britannia

offers Milk Bikis with all the ‘goodness

of milk’ required by younger kids, while the Tiger brand is aimed at

7-14 year olds and provides them with the exuberant health required

by ‘winners of tomorrow’. Another offering for children – Treat, a

range of delicious cream biscuits – is meant as a treat for children

during fun times.

A particularly notable success has been Little Hearts,

meant for teenagers and kids, which has completely dispelled an

erstwhile industry axiom that this target group did not snack on

sweet biscuits.

Moving on to other age groups, Britannia created 50-50 as a biscuit

snack for young adults with its sweet-salty duality. The savoury

Time Pass

brand is

targetted at the

same age

group as well.

Britannia

MarieGold, is

a venerated tea-time offering that is 'packed with wheat energy' and

has found much favour with health conscious urban adults. Good

Day, a cookie filled with rich ingredients is a healthy everyday treat

for the entire family. Britannia has a range of bread and cakes

entrenched in the fresh bakery segment. These products allow the

consumers to interact with the brand more often and maintain

continuity of the taste-with-health promise.

Recent Developments

A new initiative taken by Britannia, to cater to all the

taste fads of the consumer, seeks to widen the range of its snack

foods. This will be Britannia's biggest challenge in the next few

years. Meanwhile in existing categories of biscuits and baked

products, innovation will be the key principle.

A host of new flavours and food-formats, as never seen

before in the Indian market, are due to enter the market in 2004.

Thus, Britannia will continue to define the Indian market in biscuits

and other food products.

PROMOTION

The role of promotions for Britannia is especially

important in this highly fragmented and competitive market. Today,

the company prides itself on communication that is innovative, yet

constantly able to strike a chord in the consumers' hearts and minds.

Britannia's promotions have virtually redefined consumer

expectations from this category. To reach out to the Indian

consumer, Britannia has successfully leveraged India's two

HISTORY OF PRIYAGOLD

The wondrous magical journey of our company Surya

Food & Agro Ltd. began in Oct. 1993 & since then we

have been one of the leading manufacturers of biscuits

in northern India, our brand “PRIYAGOLD” has been

a perennial favorite since then. On a profound level the inevitable

cycle of distribution network has helped us to chart our way in western

party of India as well. It is our obsession to make the finest quality

biscuits available to the consumers & it has been

our constant endeavor to give our consumer a

palate to look forward to a taste & flavor that is

uniquely “PRIYAGOLD.” We have operated in the

new age sharply ruled by the dizzying pace of

technology, poised to catch emerging trends thus

improving quality standards, where fully automated ovens bake the

biscuits round the clock and they find their way into automatic packing

units at the company’s plant in Surajpur, Greater Noida (U.P.) to cater

to the ever growing demand of “PRIYAGOLD” biscuits. This thinking

http://www.priyagold.com/html/orderform.asp

http://www.priyagold.com/html/biscuits.htm

is reflected in what our brand stands for “Haq Se Maango”, a

positioning that was formulated to drive home the fact that everyone

has the right to good taste & the right to ask for it. We feel that the

means to finding the future lies not just in believing about tomorrow

but in ourselves. What can never be destroyed like the eternal forces of

nature is our trust & confidence in ourselves. Thus empowered we

have ensured that “PRIYAGOLD” always strives hard to satisfy our

esteemed consumers. This compile flaunts the most cherished products

that we have in our "PRIYAGOLD" portfolio.

TABLE –1 SHOWING PROFILE OF RESPONDENTS.

Occupation Gender Age

Student Business Service Male Female 10-20 21-30 31-40 41-50

Abs. No.

107 06 07 85 35 76 40 01 03

% 89.16% 5.0% 5.83% 70.83% 29.16% 63.35% 33.33% .83% 2.5%

Research Methodology

SURVEY DESIGN :

This report is an exploratory type in which the study

has been done in order to find out the important fact and complete

the data.

After deciding the topic researcher had conducted a

survey of 120 randomly selected samples of service man,

businessman, students . Also data is collected through newspaper,

magazine and internet.

Objective of the survey :

1. To know the brand preference.

2. To know the particular variety for which consumer has more

demand.

3. To know the factors which affect the buyers decision.

4. To know the role of advertising.

5. To know the reason of brand loyalty.

6. To know the role of any brand ambassador.

7. To know the role of sales promotional techniques.

Scope of the Study :

The study was aimed for the people of Varanasi city

only. All the respondents were of Varanasi city.

The Sampling Techniques :

A sample size of 120 respondents were taken from

urban areas, which selecting the sample convenience random

sampling was used. The instruments used was questionnaire which

was framed on the basis of stated objective of the study. The strict

random sampling was not possible due to lack of time cost and

contact.

SURVEY PROCEDURE

Primary Data :

The research instrument questionnaire was distributed

personally and through friends among randomly selected

respondents. The care was taken to ensure that respondents should

be the biscuit user. The questionnaire had been prepared in both

English and Hindi to have clear understanding about the question

to get actual feedback. The work able questionnaire were 120 in

number. It was mentioned that the received information would be

used for purely academic purpose.

Problems in data Collection :

During data collection the following problems were

faced and experienced by my self and by other who administered

the questionnaire -

1. Some respondents were reluctant to fill the questionnaire.

2. Many respondents asked what benefit they will get by filling

this questionnaire.

3. Few of them were careless & non. Cooperative to return the

questionnaire.

With all hard work. patience and persuasive effort, the

investigator could finally collect the response sheets for the

further analysis.

The questionnaire received were edited, tabulated and

cross tabulated for various data. The analysis was conducted on

the basis of objectives and friends were obtained which were

shown with the help of pie chart, bar chart etc.

Analysis & Interpretation

Q 1. Do you like to eat the biscuit ?

Table-Showing the consumption of biscuit.

Sl. No.

OptionAbsolute

No. of Responde

nt

%age

A YES 120 100%

B NO 0 0%

TOTAL 120 100%

INTERPRETATION & DISCUSSION :

100% Respondents said that they eat the biscuit the reason being that

everyone like the taste, price etc., of biscuit and it is easily available in the

market. Moreover it is usually taken for light refreshment any time in a day.

Q 2. Which particular variety do you consume more ?

Table- A Showing the variety which is consume

more.

Sl. No.

Option Absolute No. of

Respondent

%age

A Salty 36 30%

B Sweet 36 30%

C Salty & Sweet 48 40%

TOTAL 120 100%


Table shows that 30% of respondents consume salty biscuit and similar

percentages of respondents consume sweet variety. Table also shows that

40% of respondents consume both sweet and salty variety, because salty and

sweet biscuit is a very tasteful item.

Indian usually have a salty taste in their eating habit. Its more common

among middle class. Its reflected from the study that the respondents

preferred tinge of salty & sweet taste of biscuit the has been exploited by

Britannia and Parle in their respective brand 50-50 & krackjack.

TABLE – 2 B Showing the age wise variety which consume more.

Class Interval

No. Of People in The Class Salty Sweet Salty & Sweet

Abs. No. % Abs. No. % Abs. No. % Abs. No. %

10 – 20 76 63.33% 23 30.26% 20 26.31% 33 43.42%

21 – 30 40 33.33% 13 32.5% 15 37.54% 12 30%

31 – 40 1 0.83% 0 0% 0 0% 01 100%

41 – 50 3 2.5% 0 0% 01 33.33% 02 66.66%

INTERPRETATION & DISCUSSION:

The analysis shows that between 10 to 20 years total No. of respondents are

76 in which 30.26% respondents consume salty biscuits. 26.31% respondents

in the same class interval consume sweet biscuit. In the same class interval

highest 43.42% respondents consume sweet and salty.

Table shows that between 21 to 30 years total numbers of respondents are

40, in which 32.5% respondents consume salty, 37.5% respondents consume

sweet and 30% respondents consume salty and sweet biscuit.

Between 41 to 50 years total number of respondent are 3, in which all

respondents consume sweet, salty & sweet biscuit.

It revealed from the table that teenagers mostly like sweet & salty taste of

biscuits. On the other hand adults & comparatively older group prefer sweet

taste.

Q 3. Which Brand do you prefer more ?

Table 3 A - showing the brand preference.

Sl. No.


Respondent

%age

A Britannia 47 39.16%

B Parle 36 30.00%

C Priyagold 17 14.16%

D Sunfeast 11 9.16%

E Anmol 03 2.5%

F Horlicks 06 5.00%

TOTAL 120 100%


It is revealed from the analysis that 39.16 of the respondents use Britannia

because Britannia is a very popular biscuit and many verieties are available

in the market. The other preferred brand mentioned by the respondents are

Parle 30.00%, Priyagold 14.16%, Sunfeast 9.16% and Lowest preferred of

Anmol and Horlicks biscuit which percentage are 2.5%, 5%, because it is not

famous brand.

The different variety of Britannia are 50-50,Marie Gold, Goodday, Tiger,

Orange & Elachi cream and of Parle are parle-G, krackjack,monoca, Orange

cream .

Since it is frequently consumed eatable stuff, the image and creditability

play portrait role. The local brand doesn't enjoy the confidence of the

respondents hence referred by very low percentage of respondents.

TABLE – 3 B Showing the wise brand preference.

Class Interval

NO. of People in the

classes Britannia Parle Priyagold Sunfeast Anmol Horlicks

Abs. No. % Abs.

No. % Abs. No. % Abs.

No. % Abs. No. % Abs.

No. % Abs. No. %

10 – 20 76 63.33 26 34.21% 20 26.31% 13 17.10% 9 11.84% 2 2.63% 6 7.89%

21 – 30 40 33.33 19 47.5% 14 35.00% 4 10% 2 5% 1 2.5% 0 0%

31 – 40 1 0.83 0 0% 1 100% 0 0% 0 0% 0 0% 0 0%

41 – 50 3 2.5 2 66.66% 1 33.33% 0 0% 0 0% 0 0% 0 0%


The analysis shows that between 10 to 20 years total No. of

respondents are 76 in which 34.21% respondents preferred

Britannia biscuit. 26.31% respondents in the same class interval

prefer Parle. 17.10% respondents in the same class interval less

preferred Priyagold . 2.63% respondents in the class interval of

10-20 Years has preferred Anmol biscuit. The percentages of

respondents is less as it is not popular.


respondents are 40, in which 47.5% respondents preferred

Britannia. 35.0% respondents in the same class interval prefer

Parle. 2.5% respondents in the same class interval prefer Anmol

biscuit because it was a local product and does not have good

reputation in the market.

Between 41 to 50 years total No. of respondents are 3, in which

all respondents preferred Britannia and Parle biscuit.

Its deduced from the analysis that Britannia & Parle are the most

popular brands irrespective of the age group. However

comparatively older group has more positive attitude to wards

Britannia. As for as Parle's concerned figure were, Its more

popular among 21 to 30 years age group. It seems age does not

plays any prominent role in brand popularity & acceptance.

Q 4. What are the reasons which make you brand loyal?

Table-Showing the reason for brand loyality.

Sl. No.


Respondent

%age

A Taste 105 87.5%

B Price 02 1.66%

C Brand Name 09 7.5%

D Any other, quality &price

04 3.33%

TOTAL 120 100%


There are many reasons for brand loyalty. After getting the

response I came to know that taste first occupies position in brand

loyalty hierarchy with 87.5% response.

Biscuit' being a very popular snack item is used only often for

entertaining guest with tea, given to children and patient the taste

along with nutritive value becomes very determining. factor for

purchase and repurchase. Only 1.66% respondents have favored

price as a reason for repurchase. It exhibits that majority is

conscious of health value than price.

Q 5. Are you satisfied with your brands?

Table-Showing the satisfaction with brand.

Sl. No.


Respondent

%age

A YES 115 95.83%

B NO 01 0.83%

C Don't know 04 3.33%

TOTAL 120 100%


Table shows that 95.83% respondents satisfied with their brand

because product's performance is a better than customer

expectations. Whereas 0.83% respondents clearly dissatisfied with

them own brand and rest 3.33% respondents said that do not know

about the statement.

It's referred that people make their choices of biscuits with well

thought reasons.

Q 6. Which of the following factor do you think will effect the buying decisions?

Table-Showing factor effecting in buying decision

Sl. No.


Respondent

%age

A Price 05 4.16%

B Packaging 01 0.83%

C Brand Name 12 10.00%

D Quality 78 65.00%

E Advertising 24 20.00%

TOTAL 120 100%


The analysis shows that higher 65.0% respondents buy the biscuit

on the basis of quality. The other factors like price, packaging,

brand name etc. do not carry much of the weighting the decision-

making processes. However, advertising influenced 20%

respondent. Advertising woke as a communication media is make

individuals aware about the different attribute of biscuits.

However ultimately its quality influences while most selecting the

brand 10 % respondents are of guided by the brand name & its

image in the market.

TABLE – 6 B Showing the age-wise factor effecting the buying decision.

Class Interval

No. of people in the class

Price Packaging Brand name Quality Advertising

Abs. % Abs. % Abs. % Abs. % Abs. % Abs. %10–20 76 63.66

%3 3.94% 0 0% 9 11.84

%49 64.47

%15 19.73

%

21–30 40 33.33%

1 2..5% 1 2..5% 3 7.5% 26 65% 9 22.5%

31–40 1 0.83% 0 0% 0 0% 0 0% 1 100% 0 0%

41–50 3 2.5% 1 33.33%

0 0% 0 0% 2 66.66%

0 0%



respondents are 76 in which 3.94% respondents said that price

effect the buying decision. 11.84% respondent in the same class

interval effect by brand name. Highest 64.47% respondents

believe that their buying decision is effected by quality. 19.73%

respondent in the same class interval is effected by advertising.

Table shows that between 21 to 30 years total No. of respondents

are 40, In which highest 65% respondents said that effected by

quality because quality is a main factor of the brand.

Between 41 – 50 years total number of respondents are 3, in

which all respondents said that price and quality effect the buying

decision.

Irrespective of the age group quality is most wanted attribute to

make purchase. However older group between 41–50 years show

inclination to words price factors. The reason may be economy

with & health to manage the family expenses etc.

Q 7. Do you think presence of brand ambassador helps in buying decision?

Table- Showing the influence of brand ambassador in

buying decision.

Sl. No.


Respondent

%age

A YES 48 40.0%

B NO 52 43.33%


TOTAL 120 100%


It is revealed from the analysis that 40.0% of the respondents do

agree that presence of brand ambassador help in buying decision

because presence of brand ambassador help in right choice of the

brand for buying decision. However, 43.33% of respondents do

not agree because they believe on the brand quality than presence

of brand ambassador and rest 16.66% said that they do not know

about the statement.

Loyalty of individuals don't agree with the role of brand

ambassador for promotions the brand. The perception may be that

the celebrities are professional people and they do not in an

advertising for them own interest. However some of respondents

may identify themselves with the brand ambassador especially

children & youngsters.

Q 8. Which of the following sales promotion technique will be more effective ?

Table- Showing most effective sales promotion technique.

Sl. No.


Respondent

%age

A Free gift 27 22.5%

B Discount 35 29.16%

C Coupon 09 7.5%

D Reduction in price 49 40.83%

TOTAL 120 100%


Sales promotion technique is a important factor in buying

decision. So table show that 29.16% respondents effected by

discount because same quality available on the discount price.

Many other factor are free gift 22.5% coupon 7.5%, the most

effective method of sales promotion technique is a reduction in

price as given by 40.83% respondents.

Majority of the respondents feel to have reduction in price of the

packet for increasing the sale.

Q 9 If you don't get your brand will you change it?

Table- Showing preference of consumer.

Sl. No.


Respondent

%age

A YES 53 44.16%

B NO 62 51.66%


TOTAL 120 100%


44.16% respondents said that they will change their brand when

not available in the market and 51.66% respondents do not agree

to change their brand. It shows loyalty toward the brand. 4.16%

respondents to not know whether they well change the brand or

not. Higher degree of brand loyalty is inferred from the analysis.

Q 10. Since how long your have been using this brand ?

Table- Showing period of consumption.

Sl. No.


Respondent

%age

A For 1 year 14 11.66%

B For 3 year 18 15%

C for 5 Year 14 11.66%

D For long time 74 61.66%

TOTAL 120 100%


Tables show that 11.66% respondents using the brand for 1 year

and similar percentage of respondent using the brand for 5 year.

15% respondents use the brand for 3 years and 61.66%

respondents use the their brand since long time.

Usually taste does not change. It goes with the life. This is the

reason majority of respondents have not change them brands for

the last many years.

Q 11. Would you like any change in your brand?

Table-Showing people wanting change in brand.

Sl. No.

Option Absolute No. Of

Respondent

%Age

A YES 28 23.33%

B No 86 71.66%


TOTAL 120 100%


23.33% respondents said that they want some change in their

brand, may be attractive packing and short packaging etc. 71.66%

respondents do not want to have any kind of change in their brand.

This depicts the total value satisfaction of consumer.

FINDING & CONCLUSION

The biscuit company has achieved a phenomenal growth in the last

few decades. Biscuit is usually taken for light refreshment any

time in a day.

The analysis has revealed the following findings:

1- Mostly people like to the biscuit.

2- 40% respondents consume sweet & salty biscuit but rest

respondents consume sweet biscuit and salty biscuit.

3- Britannia and Parle are the most popular brand of biscuit.

4- A great deal of brand loyalty is found among the

consumer.87.5% respondents favoured taste for brand

loyality.

5- 95.83% respondents are fully satisfied with their brand &

3.33% respondents do not know about the statement.

6- Quality, advertising and brand name are the reason effecting

the purchase decision.

7- Brand ambassador have a moderate influence on the buying

decision of consumer.

8- It has been seen that the use of sales promotion tool can be

very effective to increase the sales in term of price

reduction.

CONCLUSION

Conclusively it is revealed that high quality biscuits

are more favored by majority of the respondents.

Britannia holds the supremacy over other brands of the

biscuit. However choice of the biscuit depend upon a particular

segment. The present study shows the response of middle class

people of Varanasi city.

SUGGESTION

The study suggest the following issues on the basis of

the findings -

1. The focus of the marketing strategy should be on the

consumers and product.

2. Pricing strategy should aim at reducing the price but not on

the cost of quality.

3. Keeping up the quality of the brand, innovative features may

attract the new customer Like flavour, packaging etc.

4. Britannia is demanded by most of the respondents (39.16% of

respondents) The company should sustain its market by

maintaining its quality and introducing new flavour.

5. Most of the respondents purchase influenced by brand name,

advertising, quality and packaging.

Questionnaire

Topic : "Brand preference of Biscuits in Varanasi"

Tick [] the one write option as your preference.

Respondent Name :

Age :

Occupation :

Gender : Male / Female

Q 1. Do you like to eat the biscuit ?

[a] Yes [b] No

Q 2. Which particular Variety do you consume more ?

[a] Salty [b] Sweet [c] Salty & Sweet

Q 3. Which brand do you prefer more ?

[a] Britannia [b] Parle [c] Priyagold

[d] Sunfeast [e] Anmol [f] Horlicks

Q 4. What are the reasons which make you a brand loyal ?

[a] Taste [b] price [c] Brand name

[d] Any other name them . . . . . . . . . . .

Q 5. Are you satisfied with your brand ?

[a] Yes [b] No [c] Don't Know

Q 6. Which of the following factor do you think will effect the buying

decision ?

[a] Price [b] Packaging

[c] Brand name [d] Quality [e] Advertising

Q 7. Do you think presence of brand ambassador helps in buying decision ?


Q 8. Which of the following sales promotion technique will be more

effective ?

[a] Free gift [b] Discount [c] Coupon

[d] Reduction in Price

Q 9. If you don't get your brand will you change it ?


Q 10. Since How long your have been using this brand ?

[a] From 1 year [b] More than 1 year

[c] More than 2 year [d] From long time

Q 11. Do you would any changes in your brand ?


Thanking You !

[Sunil Yadav] Student

M.P. Institute of Management & Computer ApplicationBhagatua, Varanasi

Bibliography

Ninth Edition Kotler &

Armstrong

Principles of Marketing

M.A. Sahaf Principles of Marketing

R.S.N. Pillai Bagavathi Modern Marketing

Principles & Practices

S.H.H. Kazmi & S.K. Batra Advertising & Sales Promotion:

Second addition

Website

www.priyagold.com

www.parleproducts.com

www.superbrand.com

NAME OF BRITANNIA'S BISCUIT

Biscuit's Name Weight (Gram) MRP./Unit

50 - 50 150 gm. 10.00

Marie Gold 200 gm. 13.00

Vita Maria Gold 150 gm 13.00

Goodday Butter 100 gm 10.00

Goodday Cashew 100 gm 10.00

Milk Bikis Cream 100 gm 12.00

Barbon Cream 100 gm 10.00

Orange Cream 100 gm 8.00

Elichi 100 gm 8.00

Jim Jam 100 gm 10.00

Nice Time 100 gm 10.00

Cream Craker 100 gm 10.00

Tiger Glucose 100 gm 4.00

Tiger Coconut 200 gm 8.00

Tittle Heart 75 gm 10.00

Rose Milk 100 gm 5.00

Tiger Kesar Kulfi 100 gm 5.00

Goodday Chaska 200 gm 25.00

NAME OF PARLE'S BISCUIT


Parle - G 100 gm 4.00

Kracjack 150 gm 10.00

Monaco 300 gm 20.00

Hide & Seek 100 gm 15.00

Orange Cearm 250 gm 12.00

Marie Choice 100 gm 5.00

NAME OF SUNFEAST'S BISCUIT


Coconut 100 gm 10.00

Strawberry 100 gm 10.00

Pineapple 100 gm 10.00

Chocolate 100 gm 10.00

Butter 100 gm 10.00

Cashew 100 gm 10.00

Snacks 100 gm 6.00

NAME OF PRIYAGOLD'S BISCUIT


Snacks zig zag 150 gm 10.00

CNC 150 gm 10.00

Niceday 150 gm 12.00

Marie 150 gm 12.00

Butter bite 150 gm 18.00

Coconut 150 gm 10.00

Butterlite 250 gm 18.00

Elichi 150 gm 10.00

Chocolate 150 gm 10.00

Cheese taker 150 gm 15.00

Fruit bite 250 gm 20.00

Orange 250 gm 15.00

CONTENTSCertificate

Executive Summary

Acknowledgement

CHAPTER-I

Introduction

Market Core Concept of Marketing Marketing Mix Concept of Product Branding Packaging Consumer Buyer Behaviour

CHAPTER-II

Historical Background

Profile of Sunfeast Profile of Parle Profile of Britannia History of Priyagold

CHAPTER-III

Research Methodology

Survey Decision Objective of Survey Scope of Study The Sampling Technique Survey Procedure Problem in data collection

CHAPTER-IV

Analysis, Interpretation & Discussion

Part-A General Analysis, Interpretation & Discussion

Part-B Age-wise Analysis, Interpretation &

Discussion

CHAPTER-V

Findings & Conclusion

Suggestion

ANNEXURE

Questionnaire

Bibliography

Biscuit's Name, Weight & Price

Ahishek Mishra

Documents

Transcript of Ahishek Mishra