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Chapter 1Introduction to the Project

And Conceptual framework


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1.1 Introduction to projectThe Topic: A Study of Customer Satisfaction Towards Packaging of Lays

This study is taken up to fulfill the requirement of M.B.A degree of Punjab technical university

This provides guideline for further research in area for packaged chips industry. Research says

about consumer satisfaction for packaging of lays chips, the research is also important to identify

Market Size, growth and Market Potential of lays. The research shows future Scenario of

packaged chips in current perspective. The study shows Opportunities and challenges for

packaged chips in respect of internal & external environment. People have very favorable

attitude towards the fresh chips and they love to consume them but this project is undertaken to

know whether people have favorable attitude towards the packaged chips or not. and to know

what consumers think about packaging of lays, role of advertisements on them in identificationof chips, etc.

People have very favorable attitude towards the fresh chips and they love to consume them but

this project is undertaken to know whether people have favorable attitude towards the packaged

chips or not. Packaged chips are available in the market are they really being purchased by any

customer? Finally if someone (manufacturer) wants to enter in this segment whether it is

favorable to him/her to enter in this segment or not, whether it can earn the profits or not,

secondly which product manufacturer will produce so that the there should be maximum profitswith customer satisfaction and last but not least which product should manufacturer produce so

that it can be sell in the market without any hurdles. So to know all these things it is necessary to

carry out this study.


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Anyone using this report must consider that it was not done on all India bases but it has done

only in one city and in state of Punjab. One should not totally depend on this report but level of

understanding should be taken into account.

Customer Satisfaction

Satisfactionis defined as . . .

a persons feelings of pleasure or disappointment resulting from comparing a products

perceived performance (or outcome) in relation to his or her expectations.

If performance falls short customer is dissatisfied.If performance exceeds expectations customer

is delighted.

In competitive market place where business competes for customer, customer satisfaction is

seen as a key differentiator and increasing has become a key element of business strategy.

Customer satisfaction refers to the extent to which customer are happy with the product and

services provided by a business. Customer satisfaction levels can be measured using survey

technique and questionnaires. Gaining high levels of customer satisfaction is very important to a

business because satisfied customers are most likely to be loyal and to make a repeat orders and

to use a wide range of services offered by a business.

Clearly defined and understanding customer satisfaction can help any company identify

opportunities for product and services innovation and serve as the basic for a customer as the

basic for a customer satisfaction surveying program that can ensure that quality improvement

effort are properly focused on issue that are most important to the customer.


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CHAPTER 2COMPANY PROFILE


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Company profile

The Frito-Lay Company, based in Dallas, Texas, and a division of PepsiCo, had 44,000

employees and reported net revenue of $10.8 billion in 2006 according to their annual report, an

increase from $9.56 billion in 2004. The undisputed leader in the salty snack category, the

company has a firm grip on premium shelf space, outspent every other company in marketing

and merchandising, and had a superior distribution system. Its leading products by sales in 2006

were: Lay's Potato Chips, Doritos Tortilla Chips, Cheetos Cheese Flavored Snack, Ruffles Potato

Chips, Tostitos Tortilla Chips, and Fritos Corn Chips. As the industry leader, Frito-Lay has beenable to diversity its product line-up to include the production of healthier snacks. One example

was the 2007 release of the Flat Earth vegetable and fruit crisps label. Other items include

multigrain-enhanced Tostitos and Baked Cheetos; meanwhile, Ruffles were made using

sunflower oil, which allows for the taste to stay the same while reducing the amount of saturated

fat. The company's "Smart Spot" products accounted for about 15 percent of the overall net

revenue with growth that was higher than other products.

For years, large corporations attempted to challenge Frito-Lay's dominance in the snackbusiness. Anheuser-Busch, Keebler, and Borden all tried and, after battling the giant in

advertising and merchandising dollars, all decided to get out of the salty snack business. The

closest national brand competing against Frito-Lay was Eagle, owned by Anheuser-Busch for 20

years. After losing about $75 million on the brand, Anheuser-Busch sold the division to Procter

& Gamble (P&G) in 1996. A leader in packaged goods, P&G had overall net sales of nearly


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$76.5 billion reported for 2006. Introduced in 1968, the company's Pringles brand was in fourth

place among all brands generating $243 million in 2005 sales, an increase of nearly 3 percent

from the prior year.

Other leaders included Kraft Food Inc. and Jay's Foods Inc. The leading food producer in theUnited States, Kraft had overall net revenues in 2006 in North America of $34.4 billion, with the

snacks and cereals segment accounting for 18.5 percent (nearly $6.4 billion, a slight increase of

1.7 percent from 2005). Meanwhile, Jay's Foods Inc. had about $1.6 billion in 2006 sales with

500 employees; however, in late 2007 the company was facing bankruptcy and attempting to

locate a buyer.

Frito-Lay Company reported a net revenue of $13.2 billion in 2009 according to their parent

PepsiCo, Inc.'s annual report, an increase from $11.5 billion in 2007. Kraft Foods Inc. posted

revenues of $40.4 billion with 97,000 employees worldwide in 2009, a 3.7 percent decline

compared to $41.9 billion reported in 2008 with the "snacks" segment responsible for 37.2

percent of overall sales. Jay's Foods Inc. became part of Snyder's of Hanover following the

closure of its Chicago manufacturing plant on December 5, 2007. Despite competition from

national brands such as Frito-Lay, which has a 67 percent market share, Jays Foods has 23

percent share of the potato chip market in Illinois, Indiana, Wisconsin, Missouri, and Iowa and

more than a 60 percent share in the ready-to-eat popcorn category.

2.2 COMPANY STRUCTURE


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2.3 PRODUCT PROFILE

Lays, the worlds largest and favorite snack food brand, has steadily established itself as an

indispensable part of Indias snacking culture since its launch in 1995.

With its irresistible taste, international and Indian flavors and youth -centric imagery, Lays has

established itself as a youth brand and continues to grow in the hearts and mind of its consumers.

Over the years, Lays has become known for its engaging and innovative promotions and

campaigns. The brand known for its No one can eat just one campaign has moved its

positioning to Whatsthe programme? making Lays the main food of every programme!

Saif Ali Khan has been the face of the brand for over five years, and has recently been joined by

the captain of the Indian cricket team M.S. Dhoni. Both embody the youthful energy and appeal

of the brand.In 2008, Lays launched the never-before Fight for Your Flavor allowing consumers to votefor the flavor of their choice. The flavor with the maximum votes would continue in the market.The flavors have been selected by the Lays brand ambassadors Saif Ali Khan and M.S. Dhoniwith each celebrity rooting for the flavor of their choice.In November 2008, Lays made yet another innovative breakthrough the Chip-n-Sauce pack.This first-to-market pack has been launched for cricket lovers as they settle in their seats tosavour the best sporting action of the season. The Lays Chip-n-Sauce large pack comes in twounique flavors Chilli Chinese with a Schezwan Sauce sachet and Chatpata Indian with aTamarind Sauce sachet inside the pack.In June 2009, Lays launched its new positioning platform: LaysBe a Little Dillogical. The

new Dillogical concept makes an instant connect with youth caught between the desire tosucceed and the desire to remain engaged with certain moments that offer a deep emotionalfulfillment. This friction is like a game between the heart and the head, a struggle between whatyou want to do and what you have to do. Its all about making things that matter to the heart,happen.The new platform has been launched with a series of ads built around the universal consumerstruggle between what the mind asks one to do and what the heart desires. A powerful 360


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degree approach supports the new TVC, and has indeed prompted consumers to be a littleDillogical.

One flavour sold primarily in southern Asia is called "Magic Masala". This flavour is popular inIndia, Pakistan, and Bangladesh. It is also sold in Indian deli stores in Canada and the United

States. South Asian Lay's chips are ridged, closely resembling another Frito-Lay brand in NorthAmerica,Ruffles.

Beside Magic Masala, flavors popular in India are "American Style Cream and Onion" and"Spanish Tomato tango". "World Classic Salted" is available as well. Recently, Lays Indiaintroduced a contest to name new flavors, and then invited the public to taste and vote on the

best of them. The new flavors in production now are HipHop Honey and Chili, CheesyMexicana, Mango Mastana, and Tangy Twist. The winner of the contest was "MangoMastana".There is actually a very good reason for the excess space in our snack packages: Theair at the top of the packages provides a "cushion" that protects the fragile chips against breakagein shipment and handling. Years of testing have resulted in this packaging technique, which

protects the chips from breakage.Because we are committed to decreasing the amount of solidwaste produced, we have made some changes to decrease the amount of packaging material:Lays brand and Ruffles brand potato chips, once packaged in composite plastic bags, noware packaged in metallized plastic bags. This results in a 25% reduction of weight in thepackaging material used for these two products and a reduction of more than 6 million pounds ofpackaging material per year from being placed in landfills.FRITOS brand corn chips hasreduced the bag seal from the industry standard inch to inch. This adjustment has resulted ina 5% reduction in Fritos packaging material from our landfills each year. We also are

investigating reducing the seals on other chip productsLaysis 100 percent vegetarian.

2.4 FINANCIAL ANAYSES

Period Ending 28-Dec-2013 29-Dec-2012 31-Dec-2011

Assets

Current Assets

Cash And Cash Equivalents 9,375,000 6,297,000 4,067,000

Short Term Investments 303,000 322,000 358,000

Net Receivables 6,954,000 7,041,000 6,912,000

Inventory 3,409,000 3,581,000 3,827,000Other Current Assets 2,162,000 1,479,000 2,277,000

Total Current Assets 22,203,000 18,720,000 17,441,000

Long Term Investments 1,841,000 1,633,000 1,477,000

Property Plant and Equipment 18,575,000 19,136,000 19,698,000

Goodwill 16,613,000 16,971,000 16,800,000

Intangible Assets 16,039,000 16,525,000 16,445,000
http://en.wikipedia.org/wiki/Ruffleshttp://pepsicoindia.co.in/brands/LaysPureVeg.htmlhttp://pepsicoindia.co.in/brands/LaysPureVeg.htmlhttp://pepsicoindia.co.in/brands/LaysPureVeg.htmlhttp://pepsicoindia.co.in/brands/LaysPureVeg.htmlhttp://pepsicoindia.co.in/brands/LaysPureVeg.htmlhttp://en.wikipedia.org/wiki/Ruffles


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Accumulated Amortization - - -

Other Assets 2,207,000 1,653,000 1,021,000

Deferred Long Term Asset Charges - - -

Total Assets 77,478,000 74,638,000 72,882,000

Liabilities

Current Liabilities

Accounts Payable 12,533,000 12,274,000 11,949,000

Short/Current Long Term Debt 5,306,000 4,815,000 6,205,000

Other Current Liabilities - - -

Total Current Liabilities 17,839,000 17,089,000 18,154,000

Long Term Debt 24,333,000 23,544,000 20,568,000

Other Liabilities 4,931,000 6,543,000 8,266,000

Deferred Long Term Liability Charges 5,986,000 5,063,000 4,995,000Minority Interest 110,000 105,000 311,000

Negative Goodwill - - -

Total Liabilities 53,199,000 52,344,000 52,294,000

Stockholders' Equity

Misc Stocks Options Warrants (130,000) (123,000) (116,000)

Redeemable Preferred Stock - - -

Preferred Stock - - -

Common Stock 25,000 26,000 26,000

Retained Earnings 46,420,000 43,158,000 40,316,000

Treasury Stock (21,004,000) (19,458,000) -

Capital Surplus 4,095,000 4,178,000 4,461,000

Other Stockholder Equity (5,127,000) (5,487,000) (24,099,000)

Total Stockholder Equity 24,409,000 22,417,000 20,704,000

Net Tangible Assets (8,243,000) (11,079,000) (12,541,000)


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Chapter 3

INDUSTRY PROFILE


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Industry profile

In the late 2000s, there were a reported 454 establishments engaged in manufacturing potato

chips, corn chips, and similar snacks with shipment values exceeding $44 billion with industry-

wide employment of 31,994 workers in 2009. The average manufacturing facility generated$167.6 million in sales employing 78 workers. California, Texas, Pennsylvania, New York, and

Illinois were the leading manufacturing states; however, New York was responsible for the bulk

or more than $43 billion of industry shipments.

Manufacturing of potato chips and the similar snacks category held 47.4 percent in market share

followed by potato chips and other potato-based snacks manufacturing with 16.7 percent in

industry share, while tortilla chips manufacturers with 15.9 percent in market share had

shipments valued at $144.3 million. Others included corn chips and other corn-based snacks

manufacturers with shipments totaling $30.8 million and popcorn, already popped (except candy

covered) manufacturers with $18.1 million in shipments. According to the ministry of food

processing, the snack food industry is worth Rs 100billion in value and over 4,00,000tonnes in

terms of volume.

Though very large and diverse, the snacks industry is dominated by the unorganized sector.

According to an Apeda survey almost 1,000 snack items and 300 types of savouries are sold

across India. The branded snacks are sold at least 25% higher thanthe unbranded products.

Savoury snacks have been a part of Indian food habit, since almost ages.

The industry has been growing around 10% for the last three years, while the branded segment is

growing around 25% per annum to stand at Rs 5,000-Rs 5,500 crore, due to various reasons like

Multiplex culture, snacking at home while watching TV, pubs and bars.

3.1 MAJOR PLAYERS

BIKANEAR

Bikanerwala is one of the Indias most prominent families in the business of traditional hospitality

products like Namkeens and Namkeens. Our Forefathers devoted their lifetime in developing exclusive

recipes which are now our proud family secrets. To this wealth of inherited knowledge our new

generation has now added another dimension- Modern Technology.


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Today, BIKANERWALA FOODS PVT.LTD. IS AN ISO 9001:2000, HACCP and SQF 2000cm

certified

company with four modern manufacturing units in the National Capital Region and a chain of 88 outlets

in India and abroad, serving vegetarian North Indian, South Indian, Continental, Chinese cuisine and Fast

Food along with a vast variety of traditional Indian namkeens and snacks.

Bingo

Bingo! was launched in March 2007 with a wide range of exciting packaged salted snacks. Therange includes multiple flavor variants of Potato Chips & Finger Snacks.The brand is associatedwith youth, fun and excitement. It fulfils the consumers need for variety and novelty in snacks.At present Bingo! has 4 sub-brands in its portfolio, each of which have unique values based on

consumer need differentiation.One of the biggest successes from the Bingo! Portfolio, Bingo! MadAngles has carved a niche for itself in the consumers mind and is synonymous with the perfect triangular

snack.A combination of innovative flavours on a traditional khakra base, Mad Angles is a snack that is

true to taste with perfect flavour delivery as well as shape, making it a snack that's truly "Har Angle se

Mmmm ..."

Bingo! Tedhe Medhe - "Har Stick mein alag twist..."

Bingo! Tedhe Medhe is the popular spindle shaped format from Bingo! that is a delicious blendof handpicked spices with an aroma that makes one crave for more. The taste of fiery sparks

which masalas leave on ones tongue is an experience with savouring!Just like no two things inlife are the same, Bingo! Tedhe Medhe provides a unique experience to the consumer each timehe consumes it from the pack, making him go beyond stereotypes and celebrating theeccentricities in life!

Bingo! Tangles - "Khaoge to Khilaoge..."

Bingo! Tangles is one of the most innovative snacks available in the market. Each piece of thisinnovative crunchy snack is made out of strands loaded with lip smacking masala or tantalizingtomato or simply salted flavours. Once bitten, they break into many more delicious strands in themouth. It is so tasty that you cant resist sharing it with others.


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Haldiram's

Haldiram's is an Indian sweets and snacks manufacturer based in Nagpur, Maharashtra.Haldiram's is

one of the larger chips and snack manufacturer's in India. Haldiram's is also diversifying into fast food

retail chains all over India. Haldiram's offers an extensive range of different products, many based

on traditional Indian flavours and styles. Some of these products are offered by Haldiram's all

around the world.Today Haldirams occupies considerable shelf space at prominent supermarkets the

world over; Tesco, Sommerfield, Sipneys and Carrefore. From traditional Indian namkeens and savouries

to the more international.

Chips, cookies, nuts and sherbets, our products are fast capturing the imagination of people making it

possible for us to aim for deep penetrations in the Middle East, East Europe and parts of North Africa.


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3.2MARKET SHARES OF THE LEADING PUBLIC AND PRIVATE

GROUP COMPANY WISE % MARKET SHARES

Top snacks maker PepsiCo Foods has started slipping with a slew of smaller and regional brandseating into the market share of its flagship brands Kurkure snacks and Lays potato chips.

Kurkure and Lays, which dominate the Rs 9,400-crore Indian snacks market, have begun losingshare to regional players such as Gujarat-based Balaji, Indore's Yellow Diamond and DFMFoods' Crax in addition to some variants of ITC's Bingo snacks, which are matching the


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multinational on pricing, variants and regionalisation. Industry official quoting Nielsen data saidboth Kurkure and Lays' market shares slipped 2-3% in the April-September period, while someothers like ITC's Bingo, Balaji, Parle and even Yellow Diamond have gained. Nielsen data alsoshows that PepsiCo Foods' ( FritoLay India) share in overall western snacks has slipped to 40%last fiscal from 48% in 2009-10.A PepsiCo spokesperson said the company doesn't comment on

market shares, which "fluctuate from quarter to quarter"."This year we have further strengthenedour market position in all potato chips, Kurkure, baked snacks and traditional namkeen that weoperate in, with more than 25 new launches including new category introductions like KurkureMonster Paws and Kurkure Puffcorn," the person said.Officials said the firm is banking onvolumes, multiple packs and increased marketing spends to get back its market share.But then itssmaller rivals too are widening their product portfolio and reach.The salted snacks market in thecountry has been growing 25% a year, and smaller players have been fuelling category growth asmuch as bigger ones like PepsiCo, ITC and Haldiram's.And they are attracting the attention ofprivate equity players. Mid last year, Sequoia Capital invested close to $30 million in Indore-based snack food maker Prakash Snacks, owner of Yellow Diamond chips. The eight-year-oldIndore-based firm sells a range of chips and savoury puffs.

The Bingo brand of chips was launched by ITC on 14th March 2007 with an aim to capture at least 25percent market share of the Rs 2000 crore branded snack market within five yrs.

This was an extremely ambitious target according to observers as the market was dominated by the FritoLay group (owned by Pepsi Co) with a slew of brands like Lays, Kurkure and Uncle Chipps holding 50 percent of the market share. The other was the Haldiram group with 25 percent of the market share.

PepsiCo has been selling products at prices ranging from Rs 2 to Rs 55 across categories. Lastyear, it consolidated its mass-priced snacks under a new entity, Lehar Foods, to take on regionalbrands such as Balaji, Bikanervala and A-Top Foods. It operates on a low-cost model andPepsiCo is hopeful that Lehar Foods will contribute 50% to the firm's foods division FritoLay by2015. A couple of years back, PepsiCo attempted to buy out strong regional players such asGujarat-based Balaji Wafers and A-Top Foods, but the talks did not materialize. Meanwhile, thecompetition is increasing. Biscuits and snacks maker Parle Products extended its portfolio to thetraditional salted snacks category with the revamp of its 'Parle namkeens' earlier thismonth."Whenever new products enter any category, the dominant player naturally getsimpacted," B Krishna Rao, group product manager at Parle Products, said. He said the companywas enthused by the product's initial response and hoped to capture 20% share by the end of thisfiscal.


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Chapter 4Research methodology


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4.1 RESEARCH OBJECTIVE

1. To find out effect of packaging of lays on customers

2. To know the awareness level of customers regarding information details on packet of

lays.

3. To know about consumer satisfaction for packaging of lays .

4. To find out Role of advertisement in identification of lays

4.2 RESEARCH DESIGNThis stage shall help a person to restrict and select only the important question and issue, which

inhabit growth and segmentation in the industry.

The various tasks that a person has undertaken in the research design process are:

Defining the information need.

Design the exploratory, descriptive and causal research.

EXPLORATORY RESEARCH

The method a person used for exploratory research was

Primary Data

Secondary data

PRIMARY DATA

New data gathered to help solve the problem at hand.. An example is information gathered by a

questionnaire. Qualitative or quantitative data that are newly collected in the course of research,

Consists of original information that comes from people and includes information gathered from

surveys, focus groups, independent observations and test results. Data gathered by the researcher

in the act of conducting research. We collected information from students, businessmen, employs

in the region of Banur.

SECONDARY DATA:-Information that already exists on internet, books, journals etc.

TYPE OF RESEARCH:- Exploratory research is conducted in Banur.


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4.3 Review of Literature

1 Management of operations in the snack industryType: Research paperAuthor(s): Fernando Pineda, Brian H. KleinerSource:Management Research News Volume: 28Issue: 2/3 2005

Abstract

This article examines the components of management operations in the snack industry. The

snack industry generates about $21 billion annually in retail sales in the United States.

Management operations in this industry entail several areas. The management areas observed

are: creating a variety of products, marketing a product, managing the production process,

incorporating advanced technology, and operating in accordance to both HACCP guidelines and

company guidelines. Some of the topics focus on one portion of the snack industry, potato chips,

in order to provide a more detailed account of certain themes. The research provides a thorough

understanding of the snack industry, the changes and demands it faces and the way managers put

all the pieces together to make it work.

2 A study of determinants impacting consumers food choice with reference to the fast food

consumption in India

Type: Case study

Author(s): RituAnand

Source:Society and Business Review Volume: 6Issue: 2 2011

Abstract

PurposeThe purpose of this case study is to explore and study the determinants (demographics

and psychographics) impacting consumers food choice towards fast food in India.

Design/methodology/approachFood choice variables have been explored using literature

reviews and exploratory survey of young consumers in the age group of 20-40. Data obtained

from the reliable sources (e.g. the World Health Organisation, Euromonitor International and

Datamonitor International) have been used to study the implications of consumer food choice

and growing trend towards organic food.

FindingsBased on literature reviews and exploratory surveys, the key determinants impacting

consumers food choice are passion for eating out, socialize, ambience and taste for school and

college goers and convenience for dual-income families in urban India. Findings indicate that
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fast food companies can no longer rely on convenience as USP in India, unless the implications

of same on consumers health is given equal importance in the years to come.

Research limitations/implications Data obtained from the convenience sample and literature

reviews have been generalized for inferring consumption patterns of Indian consumers

(population).

Practical implications This case study focuses on growing trends towards organic food and

green consumerism in view of rising global obesity with fast food consumption in Western

countries and significantly very less in India despite obesity being an epidemic in India.

Originality/valueThis paper focuses on determining a food choice model in wake of changing

food and eating habits in India, using literature reviews, exploratory surveys and reliable data

sources

3 Children, Parents and Food

Author(s): Leann L. Birch

Source:British Food Journal Volume: 95Issue: 9 1993

Abstract

Examines aspects of the child's early experience with food and eating in order to reveal how

these experiences shape children's food acceptance patterns. The transition from suckling to

consuming an omnivorous diet is critical to the child's growth and health. Despite the necessity

of a varied diet, children do not readily accept new foods, and are often very neophobic.

Repeated experience is necessary to transform the initial neophobic response. The social contexts

and physiological consequences of eating also shape children's food acceptance patterns through

associative conditioning, in which foods' sensory cues are associated with the contexts and

consequences of ingestion. Children are responsive to the energy density of foods and can adjust

intake based on foods' energy density. Such responsiveness is easily disrupted when parents

employ child-feeding tactics to control what and how much children will eat. Limited evidence

suggests that such child-feeding practices may focus the child away from hunger and satiety,

impeding the development of internal controls of food intake in children
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4 Adolescents' perceptions of healthy eating and communication about healthy eatingType: Research paper

Author(s): Kara Chan, Gerard Prendergast, Alice Grnhj, TinoBech-Larsen

Source:Health Education Volume: 109Issue: 6 2009

Abstract

PurposeThe purpose of this paper is to explore Chinese adolescents' perceptions of healthy

eating, their perceptions of various socializing agents shaping their eating habits, and their

opinions about various regulatory measures which might be imposed to encourage healthy

eating.

Design/methodology/approach Four focus group interview sessions were conducted with 22

eighth and ninth grade adolescents (aged 13 to 15) in Hong Kong.

Findings The participants perceived a balanced diet and regular meal times as the most

important attributes of healthy eating. Participants were most likely to eat unhealthy food at

parties, during festivals, and when socializing. They reported that mothers and teachers often

advise them to eat healthy foods. They felt that banning the sale of soft drinks in schools and at

sports centers and/or increasing the price of soft drinks might discourage their consumption, but

felt that banning soft drink advertisements and/or making free drinking water more available

would be ineffective.

Research limitations/implications The interviewees were mostly from low to middle income

families. They may not be representative of all adolescents in Hong Kong or elsewhere, thus

limiting the generalisabilty of the findings.

Originality/value The study serves as a guideline for social services marketing professionals

targeting adolescents. Social services marketers might consider influencing adolescents' eating

habits through the parents and school teachers. Restricting selling of soft drinks at schools andsports centers and increasing the price of soft drinks should be considered, as these were

considered relatively more effective than other measures. Seven testable hypotheses are proposed

to guide further research.
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4.4 SAMPLE DESIGN

Determination the sample plan and sample size. The target population is the population a person

wants to make conclude an ideal situation; the sampling frames to matches the target population

4.5 SAMPLE SIZE;- I have targeted 100 customers for the purpose of research. The target

population influences the sample size. The target population represents the Chandigarh, Banur

region of Punjab. The people were from different professional backgrounds and economical

backgrounds.

4.6 Sample technique: convenience sampling technique

4.7 Statistical tools

Tools of analysis used for this study.

1. Simple bar method:a simple bar diagram represents the magnitude of only one variable.

2. Bar diagram: in this the circle is partition in to various sections representing the

proportions of various components.

3 SPSS:stastical package for social science

4.8 Limitations of the study

The project definitely had its own limitations before going through the results of this research

study. The limitations shaping this research are given below: The area of study was

comparatively small, that is restricted only in Rajpura and Banur. Hence the results may not beimplemented for other areas. Some of the respondent where reluctant to fill the demographic

characteristics in the questionnaire.

Data was collected on the basis of primary data and hence there is a chance for a biased

or misleading response from the respondents.

Time is the major constraint of the study.

The survey is not done throughout the census.

.Level accuracy of the result of research is restricted to the accuracy level with which the

customer have given the answer and the accuracy level cannot be a prediction.


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CHAPTER 5

DATA ANALYSES AND INTERPRETATION


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DATA ANALYSIS

Part one cross tabulation

Table 1Age and gender wise cross tabulation

Age

Total15-20 years 20-30 years

31 years and

above

gender male 34 17 20 71

female 9 13 7 29

Total 43 30 27 100

Interpretation: From the above frequency table and graph , it can be concluded that 34 were

male respondents involved in age group of 15 yrs to 20 yrs, 17 involved in 20 yrs to 30 yrs, and20 involved in 31 years to above. . Now in female category 9 respondents involved in age group

of 15 yrs to 20 yrs, 13 involved in 20 years to 30 years, and 7 involved in 31 years and above.

Now in total 43 male and female respondents were involved in 15 years to 20 years age group,

30 involved in 20 yrs to 30 yrs, and 27 involved in 31 years and above It means that out of 100

respondents 71 were male and 29 were female category respondents.


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Table 2

Gender and occupation wise cross tabulation

Occupation

Totalstudents employees businessman others

gender male 32 15 23 1 71

female 10 17 0 2 29

Total 42 32 23 3 100

Interpretation: From the above table and graph, it can be concluded that 32 were male

respondents involved in student group, ,15 involved in employee group, 23 in businessmen and

1 involved in other group . Now in female category 10 respondents involved in student group, 17

involved in employee group, and 2 in others. It means that out of 100 respondents 71 were male

and 29 were female category respondents. and majority of male respondents belong to student

group and in females majority of respondents belong to employees group.


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Part Two of cross tabulation

Table 3

Time from when respondents start eating lays

Frequency Percent Valid Percent Cumulative Percent

more than 1 years 7 7.0 7.0 7.0

more than 2 year 18 18.0 18.0 25.0

more than 3 year 32 32.0 32.0 57.0

more than 4 year 43 43.0 43.0 100.0

Total 100 100.0 100.0

INTERPRETATION:- From the above table and graph it can be concluded that among 100

respondents, 7% respondents are eating it from more than 1 year, , 18% respondents are eating

it from more than 2 years, , 32% respondents are eating it from more than 3 year, , 43%

respondents are eating it from more than 4 year. so majority of respondents are eating it from

more than 4 years.


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Table 4

how often people consume lays in a week

Frequency Percent Valid Percent

Cumulative

Percent

Valid 1-2 times 23 23.0 23.0 23.0

2-3 times 21 21.0 21.0 44.0

3-4 times 38 38.0 38.0 82.0

more t than 4 times 18 18.0 18.0 100.0

Total 100 100.0 100.0

INTERPRETATION:- From the above table and graph it can be concluded that among 100respondents, 23% respondents are eating it 1-2 times in a week ,21% respondents are eating it 2-

3 times in a week, 38% respondents are eating it 3-4 times in a week, 18% respondents are

eating it more than 4 times in a week. so majority of people are eating it 3-4 times in a week.


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Table 5

Satisfaction level regarding packaging material


Cumulative

Percent

strongly satisfied 14 14.0 14.0 14.0

Satisfied 44 44.0 44.0 58.0

Neutral 19 19.0 19.0 77.0

Dissatisfied 11 11.0 11.0 88.0

strongly dissatisfied 12 12.0 12.0 100.0

Total 100 100.0 100.0


respondents, 14% respondents are strongly satisfied, 44% respondents are satisfied, 19% neutral

,11% dissatisfied,12% strongly dissatisfied. So majority of people are satisfied .


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Table 6

Packaging attracts people


Cumulative

Percent

STRONGLY AGREE 21 21.0 21.0 21.0

AGREE 44 44.0 44.0 65.0

NEUTRAL 21 21.0 21.0 86.0

DISAGREE 6 6.0 6.0 92.0

STRONGLY DISAGREE 8 8.0 8.0 100.0

Total 100 100.0 100.0


respondents, 21% respondents are strongly satisfied, 42% respondents are satisfied, 24% neutral

,13% disagree,. So majority of people agree that packaging attracts them.


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Table 7.1

Importance of packaging for crispiness

Frequency Percent Valid PercentCumulative

Percent

not at all important 6 6.0 6.0 6.0

less important 9 9.0 9.0 15.0

somewhat important 24 24.0 24.0 39.0

Important 23 23.0 23.0 62.0

very important 38 38.0 38.0 100.0

Total 100 100.0 100.0


respondents, 6 % respondents say not at all important , 9 % respondents say less important,

24% respondents say somewhat important , 23% respondents say important ,38%

respondents say very important .so majority of people say packaging is very important for

crispiness.


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Table 7.2

Importance of packaging for taste


Cumulative

Percent




Important 14 14.0 14.0 52.0

very important 48 48.0 48.0 100.0

Total 100 100.0 100.0

INTERPRETATION:-From the above table and graph it can be concluded that among 100

respondents, 5 % respondents say not at all important ,28 % respondents say less important,

5% respondents say somewhat important , 14% respondents say important ,48%respondents say very important .so majority of people say packaging is very important for

taste.


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Table 7.3

Importance of packaging for information about ingredients


Cumulative

Percent




Important 11 11.0 11.0 64.0

very important 36 36.0 36.0 100.0

Total 100 100.0 100.0

INTERPRETATION;- From the above table and graph it can be concluded that among 100




information about ingredients.


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Table 7.4

Importance of packaging for price

Frequency Percent Valid Percent Cumulative Percen

not at all important 4 4.0 4.0 4

less important 22 22.0 22.0 26

somewhat important 6 6.0 6.0 32

Important 46 46.0 46.0 78

very important 22 22.0 22.0 100

Total 100 100.0 100.0

INTERPRETATION ;- From the above table and graph it can be concluded that among 100




price.


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Table 7.5 Importance of packaging for COLORS


Cumulative

Percent




Important 23 23.0 23.0 74.0

very important 26 26.0 26.0 100.0

Total 100 100.0 100.0


respondents, 24 % respondents say not at all important , 10 % respondents say less

important, 17% respondents say somewhat important , 23% respondents say important ,26%

respondents say very important .so majority of people say packaging is very important for price

COLORS


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Table 7.6

Importance of packaging for Freshness


Cumulative

Percent




Important 17 17.0 17.0 76.0

very important 24 24.0 24.0 100.0

Total 100 100.0 100.0

INTERPRETATION;- From the above table and graph it can be concluded that among 100respondents, 7 % respondents say not at all important , 18 % respondents say less important,34% respondents say somewhat important , 17 % respondents say important ,24%respondents say very important .so majority of people say packaging is somewhat importantfor freshness


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Table 7.7

Importance of packaging for photographs


Cumulative

Percent




Important 45 45.0 45.0 95.0

very important 5 5.0 5.0 100.0

Total 100 100.0 100.0


respondents, 12 % respondents say not at all important , 13 % respondents say less

important, 25% respondents say somewhat important , 45 % respondents say important ,5%

respondents say very important .so majority of people say packaging is important for

photographs.


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Table 8

People Judge packaging before buying


Cumulative

Percent

Always 55 55.0 55.0 55.0

Sometimes 45 45.0 45.0 100.0

Total 100 100.0 100.0


respondents, 55 % respondents say they were judging packaging before buying,45% say

sometimes. so majority of people say they always judge packaging before buying.


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Table 9

Satisfaction level regarding packet size


Cumulative

Percent

YES 43 43.0 43.0 43.0

No 57 57.0 57.0 100.0

Total 100 100.0 100.0


respondents, 43% say they are satisfied with size of packet and 57% say they are not satisfied.

so majority of people are not satisfied.


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Table 10

Advertisements play an important role in identifying packet of lays


Cumulative

Percent


Satisfied 30 30.0 30.0 51.0

Neutral 16 16.0 16.0 67.0

Dissatisfied 27 27.0 27.0 94.0

strongly dissatisfied 6 6.0 6.0 100.0

Total 100 100.0 100.0


respondents 21 are strongly satisfied ,30 are satisfied,16 are neutral,27 are dissatisfied,6 are

strongly dissatisfied from statement that advertisement plays an important role in identification

of lays chips. so majority of people are satisfied with above statement


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Table 11

Aspect of lays that attracts people most.


Cumulative

Percent

Originality 5 5.0 5.0 5.0

Style 14 14.0 14.0 19.0

Taste 36 36.0 36.0 55.0

brand name 21 21.0 21.0 76.0

advertisement 24 24.0 24.0 100.0

Total 100 100.0 100.0


respondents 5% respondents are attracted by its originality, 12% respondents are attracted by its

taste , 21% respondents are attracted by its brand name, 24% respondents are attracted by its

advertisement. so majority of people are attracted by its taste.


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Table 12

Because of packaging cost has increased

Frequency Percent Valid Percent Cumulative Percent

Yes 53 53.0 53.0 53.0

No 47 47.0 47.0 100.0

Total 100 100.0 100.0

INTERPRETATION;- From the above table and graph it can be concluded that among 100 responden

say yes because of packaging cost has increased and 47% say No. so we can say majority of respondent

and agree that cost has increased because of packaging


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Table 13

People have seen full details on lays packet


Cumulative

Percent

seen totally 18 18.0 18.0 18.0

seen partially 73 73.0 73.0 91.0

not seen 9 9.0 9.0 100.0

Total 100 100.0 100.0


respondents 18% respondents have seen totally details on packet,73% have seen partially and

9% have not seen .so majority of people have seen partially details given on packet.


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Table 14

Satisfaction level regarding promotional strategies


Cumulative

Percent


Satisfied 41 41.0 41.0 52.0

Neutral 14 14.0 14.0 66.0

Dissatisfied 34 34.0 34.0 100.0

Total 100 100.0 100.0


respondents 11 are strongly satisfied ,41% are satisfied,14% are neutral,34% are dissatisfied

with promotional strategies of lays. so majority of people are satisfied .


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Table 15

People are mostly attracted by advertisements through


Cumulative

Percent

advertisements through

Newspapers & TV27 27.0 27.0 27.0

online advertisements 17 17.0 17.0 44.0

Banners 22 22.0 22.0 66.0

Billboards 21 21.0 21.0 87.0

Others 13 13.0 13.0 100.0

Total 100 100.0 100.0


respondents 27% respondents say they were attracted through advertisements throughnewspaper and tv,17% say they were attracted through online advertisements,22% through

baneers,21% through billboards, and 13% through others .so majority of people are attracted

through advertisements through newspaper and TV.


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Chapter 6

Findings and Conclusion


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5.1 FINDINGS

On the basis of survey conducted on 100 people in which men and women both have contributed

it is founded that men were more in the ratio than women, people were of different age groups

but most of the people having age between 21-25 and ,26-30 years and people are from

different occupations like business, service, retired person, house maker but most were students

who have filled the questionnaire.

On the basis of the survey conducted It were found from above analysis that-:

Majority of people are eating lays more than 4 years

It is evident from the above analysis that People mostly consume lays 3-4 times in a

week.

It is evident from the above analysis that Majority of people are satisfied with packaging

material

It is evident from the above analysis that Majority of people believe that packaging is

important for crispiness, freshness and somewhat important for multiple colours.

It were found from above analysis that Majority of people believe that packaging is very

important for taste, information about ingredients, price and photographs.

It were found from above analysis that Maximum people always judge packaging before

buying.

It were found from above analysis that Maximum of respondents are dissatisfied with

packet size.

Majority of people agree that advertisement plays an important role in identification of

lays.

People are mostly attracted by taste of lays.

Majority of people have seen details partially given on packet.

Majority of respondents are overall satisfied with packaging of lays.


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The promotional strategy that attracts people most are advertisements through T.V, and

newspaper.

SUGESSIONS

Lays can make the packaging even more attractive by making some positive changes in

it.

Lays should focus more on its promotional strategies.

Lays should increase its promotional strategies.

Lays should make change in packet size people are not satisfied with its packet size

5.2 CONCLUSION

On the basis of the survey conducted it has been said that most of the people like to consume

packaged chips and they have no doubt that they Packaging plays an important role in

maintaining their crispiness, taste,attractness and freshness . People prefer lays packaged chips in

comparison with other brands packaged chips because of its quality, availability and

advertisements. Apart from that most of the people dont consume them only occasionally they

prefer to consume them daily or weekly. It was found that advertisements play an important role

in identification of lays .people read the details given on packet of lays. It was found that the

aspect which attracts people most is its advertisements and after that taste of the lays. It was

found that Majority of people are satisfied with packaging of lays, and the information given on

packet.


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BIBLIOGRAPHY/REFERENCE

Books

1 Philip Kotler Marketing management.

2 C.R .Kothari Research MethodologyNew age international publishers (p) limited

3 Dr. Sontakki C.NMarketing management.4 Research methodology,Motit Gupta,navdeepAggarwal.

5 Chandon, Pierre (2003), Note on Measuring Brand Awareness, Brand Image,

Brand Equity and Brand Value Working Paper Series, 1-10, INSEAD6 L.M Prasad Fundamental Of M arket Research

Websites

http://www.lays.co.in

http://www.google.com

http://buad307.com/PDF/ResearchMethods.pdf

http://www.siliconindia.com/magazine/prnt.php.htm http://buad307.com/PDF/ResearchMethods.pdf

http://www.pepsico.com/Purpos/Packaging-and-Waste

http://www.fritolay.com/our-planet/packaging-questions.html

http://www.triplepundit.com/2010/12/frito-lay-compostable-packaging-failure/
http://www.lays.co.in/http://buad307.com/PDF/ResearchMethods.pdfhttp://buad307.com/PDF/ResearchMethods.pdfhttp://www.lays.co.in/


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ANNEXURE 1QUESTIONAIRE

Dear Respondent,

I am SHOAIB MOHMMAD SARAFstudent of MBA IV SEM, Dr IT Group, Banur, doing a

project on A Comparative Study ON : Customer Satisfaction towards Packaging of

LAYS chips . I would like you to kindly fill this questionnaire as a part of my Academic

research.

The information or the data provided by you, I ensure you, would be strictly confidential or safe.

This data would be only utilized for my analysis of the project.

Q1 Since how long you started eating lays?

More

than 1

year

More

than

2

years

More

than

3

years

More

than

4

years

Q2 How often do you consume lays chips in a week ?

1-2

TIMES

2-3

TIMES

3-4

TIMES

MORE

THAN 4

TIMES

Q3 Are you satisfied with the quality of packaging material used in lays?

Strongly

satisfied

satisfied Neutral Dissatisfied Strongly

dissatisfied

Q4 packaging of lays chips attract you most?

Strongly

agree

agree Neutral Disagree Strongly

disagree

Q5 How important is packaging for following factors in chips Rank it. 5=very important,

4=important,3=somewhat important,2=less important,1=not at all important ?

statement 1 2 3 4 5

crispiness

taste

Information

about

ingredients

price

Multiplecolors

freshness

photographs


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Q6 Do you judge packaging of a product before buying?

always sometimes Never

Q7 Are you satisfied with size of the lays packet?

Yes

No

Q8 Advertisement plays an important role in identifying packaging of lays?

Strongly

agree

agree Neutral Disagree Strongly

disagree

Q9.Which aspects of lays attract you mostly rank it from 1-5 from highest to lowest?

originality style taste Brand

name

advertisements

Q10 Do you think because of packaging cost of lays has increased?

Yes

No

Q11 Have you seen full details given on lays packet?

Seen totally

Seen partially

Not seen

Q12 Are you satisfied with the packaging material used by lays?

Strongly

satisfied


dissatisfiedQ13 Are you satisfied with the promotion strategies used by lays?

Strongly

satisfied


dissatisfied

Q14 which promotion strategy used by lays attracts you the most?

Advertisements

through

newspaper and

tv

Online

Advertisements

through

internet

BANNERS BILLBORDS

Respondent Name

Gender

MALE FEMALE

Occupation:

Student employee Businessman Others

Age:

15 years to 20year

20 year to 30year

31 years &Above


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ANNEXURE 2

Data view


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Variable view


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