Saurabh Final Project

Consumer buying behaviour of PRIYAGOLD BISCUITS

CHAPTER – 1

INDUSTRY PROFILE

NAVNIRMAN INSTITUTE OF MANAGEMENT


1.1 OVER VIEW OF THE INDIAN BUSCUIT INDUSTRY

Biscuit industry contribute Rs 8,000 crore to the FMCG industry and provide a vast

opportunity for growth, as the per capita consumption of biscuits is less than 2.1 kg in our

country. India It is classified under two sectors: organized and unorganized. Branded

/Organized to Unbranded/Un organized market share of biscuit has been 70% for Organized

sector and 30% for Unorganized sector . Apart from Big 3( Britannia , Parle , ITC ) there are

around 150 medium to small biscuit factory in India .

The Industry is now facing problem from increase of raw material price. With

Government VAT up to 12.5% has added to their woes .Biscuit consumption per capita in

India has grown to 2.1kg per capita in comparison to 10kg per capita consumption in

USA ,UK and Europe .

India Biscuits Industry came into limelight and started gaining a sound status in the

bakery industry in the later part of 20th century when the urbanized society called for

readymade food products at a tenable cost. Biscuits were assumed as sick-man's diet in earlier

days. Now, it has become one of the most loved fast food products for every age group.

Biscuits are easy to carry, tasty to eat, cholesterol free and reasonable at cost. States that have

the larger intake of biscuits are Maharashtra, West Bengal, Andhra Pradesh, Karnataka, and

Uttar Pradesh. Maharashtra and West Bengal, the most industrially developed states, hold the

maximum amount of consumption of biscuits. Even, the rural sector consumes around 55

percent of the biscuits in the bakery products. The total production of bakery products have

risen from 5.19 lakh tonnes in 1975 to 18.95 lakh tones in 1990. Biscuits contributes to over

33 percent of the total production of bakery and above 79 percent of the biscuits are

manufactured by the small scale sector of bakery industry comprising both factory and non-

factory units.

The production capacity of wafer biscuits is 60 MT and the cost is Rs.56,78,400 with a

motive power of 25 K.W. Indian biscuit industry has occupied around 55-60 percent of the

entire bakery production. Few years back, large scale bakery manufacturers like cadbury,

nestle, and brooke bond tried to trade in the biscuit industry but couldn't hit the market

because of the local companies that produced only biscuits.



The Federation of Biscuit Manufacturers of India (FBMI) has confirmed a bright

future of India Biscuits Industry. According to FBMI, a steady growth of 15 percent per

annum in the next 10 years will be achieved by the biscuit industry of India. Besides, the export of

biscuits will also surpass the target and hit the global market successfully.

Two Sectors of Biscuit Industry

In terms of volume biscuit production by the organized segment is estimated at 1.30 million

tonnes. In the organized sector, the industry is dominated by Britannia and Parle, which account for

70 per cent of the industry's volumes. The two major organized players are Britannia and Parle.

Britannia’s market share stands at Rs 27 billion. Parle derives a large portion of its revenues from

low-priced biscuits. Parle-G and Britannia derive a fairly large share of their revenues from the

medium- and premium varieties. In fact, Britannia's market share in the medium and premium

varieties is significantly higher.

Other organized players include domestic players like Brakeman’s, Champion, Kwality, Priya

and MNC’s like SmithKline Consumer, Kelloggs, Sara, Heinz, Excelsia (Nestle) and United Biscuits.

The unorganized sector consists of small bakery units, cottage and household type

manufacturing their goods without much packaging and distributing their goods in the surrounding

areas. Lower overheads due to limited local area, family management, focused product lines and

less expenditure on marketing help the unorganized sector to grow.

The organized biscuit manufacturing industry‘s annual production were around 1.1 million

tons in 2003-04, 1.25 million tons in 2004-05, 1.4 million tons in 2005-06, 1.6 million tons in 2006-07

and 1.7 tons in 2007-08.

30%

70%

TWO SECTORS OF THE BISCUIT INDUSTRY

unorganizedsector organized sector



1.2 HISTORY OF BUSCUIT INDUSTRY

Biscuits are a very significant part of the food industry in most countries of the world.

A biscuit is a small baked product; the exact meaning varies markedly in different parts of the

world. The origin of the word "biscuit" is from Latin via Middle French and means "cooked

twice" (similar to the German Zwieback). Some of the original biscuits were British naval

hard tack. That was passed down to American culture, and hard tack (biscuits) was made

through the 19th century.

Biscuit can flourish in any environment where there is a base population, in the

immediate vicinity of the plant; a country with large population is well suited for a biscuit

plant. Biscuit is most suited for local production. This factor alone has made India a big

biscuit center. Biscuit Industry has flourished in India enormously over the years and is still

growing phenomenally.

This growth has funneled a growth of all facets of biscuit making in India. While the

modern India is considered a centre for software development, many do not realize that one

industry that has developed similar capabilities is Biscuit.

Today India can boast of being

Most cost effective and reliable biscuit machinery making centre.

Most talented senior management and technical manpower pool for biscuit making.

Most number of biscuit production manpower and operating technicians manpower

Most reliable centre for outsourcing manufacture of biscuits.

Most cost effective centre for food testing laboratories.

Most cost effective and talented centre for product development, research and formulation

development.



FEDERATION OF BISCUIT MANUFACTIRE OF INDIA

FBMI, Established in 1950, from gathering of CEOs of small, medium and large

Biscuit manufacturing organizations in the country’s capital city, the Federation of Biscuit

Manufacturers of India, popularly known as FBMI has come to stay as the premier forum of

the organized segment the biscuit industry in India, by virtue of its effective servicing and

result oriented activities, with the prime objective of protecting and promoting the interests

and development of the Biscuit industry.

The FBMI represents the organized biscuit industry consisting of small scale, medium and

large biscuit manufacturers located in all zones and all States of the country. As the apex body

of the biscuit industry, the Federation strives to serve its members in particular and the biscuit

industry in general.

OBJECTS

To promote, protect and safeguard the interest of the Biscuit manufacturing industry,

particularly in the small and medium sector

To promote and develop a systematic and hygienic Biscuit manufacturing Industry.

To promote research and product development for the biscuit manufacturing industry

and the establishment of any research organization for the purpose, particularly for the

benefit of SMEs manufacturing biscuits

To assist the small and medium biscuit manufactures in the purchase of flour, inputs

and other commodities and the provision for technical advice for improving

manufacturing techniques and marketing method

To create appropriate bodies to advise Government of various aspects connected with

the development of the biscuit manufacturing industry. To obtain from any such

Government or authority rights, concessions and privileges which the Association may

think it desirable to obtain and to carry out, exercise and comply with any such

arrangements, rights, privileges and concessions.



1.3 DIFFERENT PLAYERS IN THE INDUSTRY

The major Brands of biscuits are - Brittania, Parle Bakeman, Priya

Gold,Elite,Cremica, Dukes, Anupam, Horlicks, Craze, Nezone, besides various regional/State

brands.

Britannia ,

Parle ,

ITC foods ,

Surya Foods

others

Regional bakery brands

few regional players have made a mark in their respective zone,

HARVEST GOLD CREMICA PRIYA GOLD DUKES COOKIE MAN ANMOL MONGINIS BONN BISK FARM ELITE ANUPAM MODERN SABISCO CHAMPION VEERMANI



FOREIGN PLAYERS

Foreign players like United Biscuits and McVities have also entered the fray.

However, these players have concentrated themselves in the super-premium and premium

segments.

BRIEF PROFILE OF THE PLAYERS IN THE INDUSTRY

1. BRITANIA INDUSTRIES LIMITED

Britannia Industries Limited is an Indian company based in Kolkata that is famous

for its Britannia and Tiger brands of biscuit, which are highly recognized throughout the

country. Britannia is one of India’s leading biscuit firms, with an estimated 38% market share.

Once upon a time, in 1892 to be precise, a biscuit company was started in a nondescript house

in Calcutta (now Kolkata) with an initial investment of Rs. 295. The company we all know as

Britannia today.

On the operations front, the company was making equally dynamic strides. In 1992, it

celebrated its Platinum Jubilee. In 1997, the company unveiled its new corporate identity -

"Eat Healthy, Think Better" - and made its first foray into the dairy products market. Britannia

strode into the 21st Century as one of India's biggest brands and the pre-eminent food brand

of the country. It was equally recognised for its innovative approach to products and

marketing.



Main products produced by Britannia industries are,

Good Day,Tiger,Marie Gold,50- 50,Choco -chips,Choco - nuts,Little Heart,Nutri

Choice,Bourbon, NiceTime, Pure Magic, Milk Bikis,Jim -Jam,Cream Treats,Time Pass,

Digestive, etc.

2. PARLE COMPANY

In 1929 a small company by the name of Parle products emerged in British dominated

India. The intent was to spread joy and cheer to children and adults alike, all over the country

with its sweets and candies. Parle Products has been India's largest manufacturer of biscuits

and confectionery, for almost 80 years. Makers of the world's largest selling biscuit, Parle-G,

and a host of other very popular brands, the Parle name symbolizes quality, nutrition and great

taste. With a reach spanning even the remotest villages of India , the company has definitely

come a very long way since its inception.

Many of the Parle products - biscuits or confectioneries, are market leaders in their

category and have won acclaim at the Monde Selection, since 1971. With a 40% share of the

total biscuit market and a 15% share of the total confectionary market in India , Parle has

grown to become a multi-million dollar company. While to consumers it's a beacon of faith

and trust, competitors look upon Parle as an example of marketing brilliance.



Major products are,

Parle - G ,Hide and Seek, Krackjack, Hide & Seek, Milano, Magix, Digestive, Marie Monaco

Parle Marie, Kreams, Milk Shakti, Parle 20-20 Cookies ,Nimkin, etc.

Parle biscuits are indeed much more than a tea- time snack, they are considered by

many to be an important part of their daily food. Parle can treat you with a basket of biscuits

which are not only satisfying but are also of good and reliable quality. Parle biscuits cater to

all tastes from kids to senior citizens. They have found their way into the Indian hearts and

homes.

3. ITC LIMITED

ITC was incorporated on August 24, 1910 under the name Imperial Tobacco Company of

India Limited. TC's foray into the Foods business is an outstanding example of successfully

blending multiple internal competencies to create a new driver of business growth. It began in

August 2001 with the introduction of 'Kitchens of India' ready-to-eat Indian gourmet dishes.

2003 witnessed the introduction of Sun feast as the Company entered the biscuits segment.

The packaged foods business is an ideal avenue to leverage ITC's proven strengths in the

areas of hospitality and branded cuisine, contemporary packaging and sourcing of agricultural

commodities. ITC has stood for quality products for over 90 years to the Indian consumer and

several of its brands are today internationally benchmarked for quality.



Leadership in the Foods business requires a keen understanding of the supply chain for

agricultural produce. ITC has over the last 90 years established a very close business

relationship with the farming community in India and is currently in the process of enhancing

the Indian farmer's ability to link to global markets, through the E-Choupal initiative, and

produce the quality demanded by its customers. This long-standing relationship is being

leveraged in sourcing best quality agricultural produce for ITC's Foods Division.

Major products by ITC are,

Milky magic, Marie, Golden Bakery, Dark Fantasy, Glucose, Dream Cream, Snack, Sweet n

Salt, Nice, Vita, Special, etc.



CHAPTER - 2

COMPANY PROFILE



2.1 HISTORY OF PRIYAGOLD BISCUITS

Company was established in December 1993 and brought out its value and cherished

project - Biscuits under the brand name PRIYAGOLD. "PRIYAGOLD" is one of the leading

manufacturer of biscuits in Northern India having wide distribution network in Northern and

Western parts of India. PRIYAGOLD manufacture 22 varieties of Biscuits both Sweet and

Salt, Widely accepted and appreciated by millions of domestic and international consumers.

The companies mercurial growth is attributed to its M.D. Mr. B.P. Aggarwal who have got

years of rich experience and depth of knowledge in the field of biscuit, made it possible to

penetrate the nook and the corner of Northern and Western parts of India labeling

PRIYAGOLD biscuits a household name. The company has capacity of 70 tonnes a day

production. The company has planned to achieve turnover of Rs. 300 crores by 2004.

PRIYAGOLD has been pioneering in economy packs.

The company has an existing dealer network of over 1000 distributors spread over in

the North and the West. It is planning to increase it distribution strength to 1100 distributors

by the end of year 2004.



2.2 COMPANY PRODUCTS

Jeera Top

Cashew Masala

Cheez Bit

K. C. Butter

K. C. Chocolate Vanilla

K .C. Strawberry

Classic Cream Chocolate

Classic Cream Elaichi

Classic Cream Orange

Classic Cream Milk

Butter Bite Cashew

Premium Butter Bite

Butter Bite Badam Pista

Butter Bite Kesar

Marie Lite

Nice Day

Coconut Crunch

Crack & Cheers

Snack zig zag

Glucose – V

Cheese Cracker

Magic Gold



PRODUCTS OF PRIYAGOLD

2.3 MANAGEMENT HIERARCHY



PRIYAGOLD is headed by Managing Director Mr. B.P. Aggarwal.

HIS FUNCTION ARE AS FOLLOWS

Overall responsibility of operations of the company which includes business services,

corporate planning, procurement, manufacturing quality, human resources development

and customer support services.

Ultimate responsibility for the product quality, overall responsibility for the

implementation and maintenance of the quality management system.

MANAGEMENT REPRESENTATIVES

The MD appoints management representatives and he has defined authority and responsibility

for ensuring that quality system requirement of the company are implemented and maintained

The responsibilities are:

- Responsible for co-ordination and implementation of the quality system.

- Convening management review committee meetings.

- Coordinating with HRD for the training requirement relating to the quality management

system of the company.

DEPARTMENTAL HEADS

Various departmental heads are appointed who are responsible for the following:

- Developing and maintaining quality system.

- Document and data control.

- Identify and control of nonconforming products/process/system in the dept.

- Taking timely corrective and preventive action for the non-conformity observed.

- Identifying training needs of the personnel in the department.

MARKETING AND SALES ORGANIZATION (MSO)



Marketing and sales organization of PRIYAGOLD is directly responsible for all product

management and sales operation for both domestic and overseas market.

RESEARCH AND DEVELOPMENT (R & D)

PRIYAGOLD has R & D setup at Noida and is actively pursuing several projects. At present

PRIYAGOLD has more than 140 R & D Engineers. In addition to internal projects, R & D is

also executing several projects, both onshore and offshore, for overseas clients.

PROFESSIONAL SERVICES ORGANIZATION (PSO):

PSO of PRIYAGOLD provides solutions in the area of development, integration, facilities

management and training. PRIYAGOLD strengthened its PSO to meet the growing

demand for enterprise solution in key vertical segments comprising industries in

telecommunication, manufacturing, finance and banking, government, utilities and

transportation.

MANAGEMENT INFORMATION SYSTEMS (MIS):

The MIS department handles information system needs of PRIYAGOLD. All major

functions like sales order processing and invoicing PPC, Finance, HRD, inventory, Call

maintenance etc are fully computerized and integrated with each other having electronic mail

facilities, all customer orders are transferred electronically to the plant for execution.

FINANCE & ACCOUNTS

Finance and Accounts department is responsible for keeping accounts of the company,

arranging and managing the funds, credit control etc.

CFO



DGM

FINANCE MANAGER

EXECUTIVES

Finance department is under the control of CFO. It comprises of Accounts Executives.

Account section generates information/data relating to operational activities of the firm. The

end product of accounting is financial statement such as the Balance Sheet, Income statement

and statement of changes in financial position.

These statements and reports assist the Finance Manager in assessing the past performance

and future planning for the firm.

Finance manager deals with cash and Bank. The company has well-developed system of

accounts. The responsibility of recording the day to day transaction is vested with the deputy

general manager. Under the finance manager, there are the executives.

2.4 DISTRBUTION CHANNEL



Distribution in marketing context means the transfer of goods from producer to

consumer, as we all know. In a distribution system, we are to first find out what kind of

distribution channel is to be selected so as the firm can get a convenient supply and economic

maintenance of profit.

In Biscuit Industry, where flow of goods, matters a lot, it is must to consider the following

points very carefully.

Selection of channels for distribution

Warehousing and Transport

Operational Research

Logistic Mix

1. SELECTION OF CHANNEL OF DISTRIBUTION


MANUFACTURER

STOCKIST

DISTRIBUTOR

RETAILER

CUSTOMER


For selecting a channel for distribution following points are to be considered.

NATURE OF PRODUCT: Bakery items are consumer goods and are constantly in demand.

Once a consumer does not find it in the retail shop, head may instantly choose the another, at

least for trial and here beings the decrease of market share. PRIYAGOLD should not be

always available in retail shop but be visible to customer also.

FINANCIAL POSITION OF MANUFACTURER:- The fewer the number of organization

in the chain, smaller the burden on the manufacturer. Expenditure on distribution through

alternative channels must be noted.

The distribution margin is affected with the selection of distribution channel.

VARIETY OF PRODUCT TO BE SOLD:- More the variety of product, more the

responsibility of marketing department of the company.

2. WAREHOUSING AND TRAINING

Warehousing and transport are essential part of distribution system. Warehousing should be

done in a manner, minimum maintenance of cost should occur. That should be a source of

quick supply to customer because from this place basic supply starts.

Transport is costly, so decision should be taken as to whether warehouses are to be centrally

situated or decentralized. To maintain economical support, control of cost of vehicle is

essential and shipment must be planned so those vehicles are effectively employed.

3. OPERATIONAL RESEARCH

Operational research is valuable in improving aspects of distribution process, How?

By mathematical representation of whole distribution system.

Noting and comparing transport cost.

Measuring warehouse operation cost.

Measuring Stock Level

4. LOGISTIC MIX



There has been little close examination of possible saving in area of physical distribution, now

known as logistic.

"Customer want products available in right sizes, at the right time, in right packet and right

condition. This is possible if five key decisions are coordinated.

Facility

Inventory

Communication

Utilization

Transport

It is important to remember the physical distribution management refers to the flow of goods

from end of production time to customer. Logistic incorporates the total flow, information

into, through and out of system.



2.5 MARKETING STRATEGY

Marketing strategy is a set of objectives, policies and rules that leads the company's

marketing efforts. It is the marketing approach to accomplish the bread objective of the

marketing approach to accomplish the bread objective of the marketing plan. The various

process of marketing strategy is given below:

1. Selecting largest markets segmentation

2. Positioning

3. Product

4. Price

5. Place

6. Promotion

7. Research and development

8. Marketing research

(1) MARKET SEGMENTATION AND SELECTING TARGET

MARKET:

It is an effort to increase a company's precision marketing. The starting point of any

segmentation discussion is mass marketing. In mass marketing, the seller engaged in the

mass production, mass distribution and mass promotion of one product for all buyers.

Market segment consists of a large identifiable group within a market with similar wants,

purchasing power geographical location, buying attitudes or buying habit. It is an

approach midway between mass marketing and individual marketing. Through this the

choice of distribution channels, and communication channels become much easier. The

researchers try to form segments by looking at consumer characteristics; geographic,

demographic, and psychographic. After segmenting the market then target market

selected.



(2) POSITIONING: The positioning is a creative exercise done with an existing product.

The well known products generally hold a distinctive position in consumer's minds. The

positioning requires that every tangible aspect of product, price, place and promotion

must support the chosen positioning strategy. Company should develop a unique selling

proposition (USP) for each brand and stick to it, PPL consistently promotes its DAP

fertilizer by Higher yield at lower cost. As companies increase the number of claims for

their brand, they risk disbelief and a loss of clear positioning. In general a company must

avoid four major positioning errors. Those are under positioning over positioning,

confused positioning and doubtful positioning.

(3) PRODUCT: A product is any offering that can satisfy a need or want. The major types

of basic offerings are goods, services, experiences, events, places, properties, organizations,

information and ideas. The company gives more importance in quality, packaging, services

etc. to satisfy the customers. The products has it's life cycle. The product strategies are

modified in different stages of product life cycle.

(4) PRICE: It is the most important aspect in company's point of view. Price of the product

will be decided by the company according to the competitor's price.

(5) PLACE: This plays a major role in the entire marketing system. the company emphasis

on it's distribution network. Proper distribution network gives proper availability of the

product.

(6) PROMOTION: Promotion is the one of the major aspects in marketing strategies. By

adopting various promotional activities the company create strong brand image. It also helps

in increasing the brand awareness. It includes advertising, sales promotions and public

relations etc.

(7) RESEARCH AND DEVELOPMENT: After testing, the new product manager must

develop a preliminary marketing strategy plan for introducing the new product in to the

market. The plan consists of three parts. The first part describes the target market's size,

structure and behavior. The second part out lines the planned price, distribution strategy

and marketing budget for the first year. The third part of the development describes the

long run sales and profit goals and marketing mix strategy over time.



(8) MARKETING RESEARCH: Marketing research is the collection and interpretation of

facts that help marketing management to get products more effectively into the hands of

consumers, Marketing research encompasses all information pertinent to this task, all the

appropriate technique.

2.6 COMPARISON WITH OTHER BUSINESS

Generally all organizations have competitors in the market. A particular organization

always comprises with other same business and according to market share we clarify the

brand of product is giving more challenge to my product.

When I was in the field for Surya Food and Agro Ltd. I found many products, which can be

compared with PRIYAGOLD biscuit. As a conclusion I found that particularly in my

provided area PRIYAGOLD is really doing well and its performance is on surprising level.

Their PRIYAGOLD got market Leader position and main competitor is BRITANNIA with

the second position. Except these two branches so many brand is as a competitor of

PRIYAGOLD and they are covering some parts of markets. These brands are PARLE-G,

ANMOL & APSARA.

PRIYAGOLD is basically providing good quality biscuits but Britannia is not only

providing good quality but also providing small chocolate with small pack of biscuits. Parle-

G has good taste for especially for children. Yammi biscuit is only selling of Anmol because

it is very tastey.

In my provided area the share of the market is as follows.

PRIYA GOLD 42%

BRITANNIA 35%

PARLE-G 20%

ANMOL 3%

These are the main competitors of PRIYAGOLD and BRITANNIA comes in second

position but PRIYAGOLD is largest demanded biscuit. Customers like its various brands.

When we compared with other businesses then we follow the quality, price,

distribution system, promotional strategy etc. of the competitors. In this area, PRIYAGOLD



is doing well. The business of BRITANIA is also growing with some good brand of products.

Anmol, Parle-G, & Apsara are also giving good competition to PRIYAGOLD and

BRITANNIA biscuit organization.So these are the comprises explanation with other business

of biscuit.



CHAPTER - 3

THEORETICAL FRAMEWORK



3.1 INRODUCTION OF BUYING BEHAVIOUR

The main purpose of Marketing is to satisfied our target customer need and wants

toward the particular product or services which are our customer need. After knowing their

need and wants about any product or services then need to identify their buying behaviour for

buying the product or service. Decided which bases customer are purchase the product like

product attractiveness lower price. Durability of Product etc.

In the buying the product customer think something and do something at last

movement of buying product and services so need to know the behaviour of customer for

buying any product or services.

Understanding the buying behavior of the target market as the essential task of

marketing management under marketing concept. The consumer market consist of all the

individuals and households who buy or acquire good and services for personal consumption.

The buying behavior tries to find out the answers for the questions, who buys? How do they

buy? Where do they buy? Do they buy?

Models of buying buyer behaviour

A. Definition of Buyer behaviour

“All psychological social and physical behaviors of potential customer as they become

aware of evaluate, purchase, consume and tell other about product & services”

Marketing

stimuli

Other

Stimuli

Product

Price

Place

Promotion

Economic

Technology

Political

Cultural

3.2 BUYING DECISION PROCESS


Buyer

Characteristics

Buyer’s

Decision process

Cultural

Social

Personal

psychological

Problem recognition

Information search

Evolution of alternative

Purchase decision


It includes buying roles, types of buying and steps in buying process.

(1) BUYING ROLE

The buying role could be classified into four parts. These are initiator, influencer,

decider and buyer.

(2) TYPES OF BUYING BEHAVIOR

Consumer decision taking varies with the type of buying decision. There are four

types buying behavior such as Complex buying behavior, Habitual buying behavior,

Variety seeking buying behavior.

(3) STAGES IN BUYING DECISION PROCESS

Here are five stages in buying decision process namely problem recognition search,

evaluation of alternatives purchase decision and past purchase behavior.

(i) NEED RECOGNITION

The buying process starts with the buyers recognition of a problem of need. The

buyer sense a difference between his actual state and desired state.

(ii) INFORMATION SEARCH

There are different sources from where a consumer can gather information like

personal sources commercial sources, experimental sources.

(iii) EVALUATION OF ALTERNATIVES

After gathering information about different products the customer will be in a fuss as

to choose which product among the mainly alternatives consumer usually evaluate the

alternatives on traditional basis, on the basis of utility function etc. from the many

alternative consumers at last choose the best one for him.

(iv) PURCHASE DECISION

A consumer who decides to execute purchase intention will be making up to five

purchase decisions.

(v) POST PURCHASE BEHAVIOR



After purchasing the product and services the consumer will experience some level of

satisfaction or dissatisfaction with the product and services that will influence

subsequent behavior. If consumer is satisfied he may show the probability of buying

the product the next time, satisfied customer will say good thing about the product,

proving the statement that "satisfied customer is the best advertisement. "The

dissatisfied customer, may take some action against it. They may try to reduce the

dissonance by abandoning returning the product.

Understanding consumer needs and buying process is the foundation of any company.

By understanding how buyers go through problem recognition, information search

evaluation of alternatives, the purchase decision and post purchase behavior marketers

can pick up many clues as to how to meet buyers need.



3.3 FACTORS INFLUENCING CONSUMER BUYING BEHAVIOR

There are four major factors that influence the buying behaviour such as cultural factors,

social factors, personal factors, and psychological factors.

1. Cultural Factors.

a. Culture: Culture is the most fundamental determinant of a person wants and

behaviour. The growing child acquires a set of values, perception, preference and

behaviours through his/her family and other key institution.

b. Sub-Culture: Each culture consists of smaller subculture that provides more

specific identification and socialism for its members. Subculture includes

nationalities, religion and geographical regions. Many sub-cultures makes up

important market segments and marketers often design products and marketing

programs tailored to their needs.

c. Social Class: Social classes do not reflect income alone but also other indicators

such as occupation, education and areas of residence. Social classes differ in their

dress speech, patterns recreational tailored to their needs.

2. Social Factors:

a. Reference Group: People are significantly influenced by their reference groups in

at least their ways. Reference group expose an individual to know behave ours and

lifestyle. They also influence the person’s attitude, their self concept and they

create peoples.

b. Family: The family is the most important consumer buying organization in society

and it has been researched extensively. Family members, constitutes the most

influential, primary reference group. We can distinguish between two families in

the buyer behavior. The family of orientation consists of one’s parents and sub

links. From parents a person acquires an orientation towards religion, politics and

economics and sense of personal ambition. Self worth and love. a more direct

influence on every day buying behavior is one’s family of procreation namely

one’s spouse and children.



c. Role and Status: A person participates in many groups throughout life, family,

club, and organization. The person’s position in each group can be defined in

terms of roles and status.

3. Personal Factors:

a. Age and Life Cycle: People buy different goods and services over their life time.

They eat baby food in the earlier most foods in the growing and mature year and

special diet in the later years. Peoples taste in cloth, furniture and recreation is also

age related.

b. Occupation: A person’s occupation also influences his/her consumption pattern. a

blue colour worker will buy work cloth, work shoes and lunch box. A company

president will buy work expensive suit, air travel, country club membership. A

marketer trips to identify occupational group that have above interest in their

product and the service. Thus computer software companies will design different

computer software for brand manager, engineer, lawyer and physician.

c. Lifestyle: People coming from the same sub culture, social class and occupation

may lead quite different life styles. a person’s life style is the person’s patterns of

living in the world as in the persons activities, interests and opinions.

4. Psychological Factors:

a. Motivation: A person has many needs at any given time some need are biogenic.

They arise from psychological status of tension such as hunger, thirst, discomfort,

other need are psychological needs. a motive is a need that is sufficiently pressing

to drive the person to act satisfying the need reduce the felt tension.

b. Learning: Where, people act they learn. Learning involves changes in an

individual’s behaviour arising from most humans produce through the interplay of

drives response and reinforcement demand for a product by associating it with

strong drives, using motivating and providing positive reinforcement.

c. Beliefs and Attitude: through during learning people acquire belief and attitudes.

This in terms influence their buying behaviours. A belief is a descriptive though



that a person hold about something. This belief may be based on knowledge,

opinion or faith. They may or may not carry on emotional charge.

An attitude is a person’s evaluation, emotional, feelings and action towards

some object or idea. People have attitude towards almost everything, religion,

politics, cloth, music and so on. Attitude put them into a frame of mind of linking

or disliking an object moving towards or away from it.



CHAPTER- 4

RESEARCH METHODOLOGY



4.1 OBJECTIVE OF THE STUDY:

PRIMARY OBJECTIVE:

Main objective is to study the buying behaviour of consumer toward PRIYAGOLD

biscuit.

SECONDARY OBJECTIVE:

To know the market potential of PRIYAGOLD.

To know the factors affecting sales.

To know the customer attitude to wards buying the priyagold biscuits.

To know the retailers/wholesaler expectation from the PRIYAGOLD.

4.2 IMPORTANCE OF THE STUDY

Retail outlets coverage in respect of supplies & competitor’s activity, it is not only the

part of topic but also a very important aspect of business organization. In present scenario,

competitors are major problem of business. Now a day, each and every organization first of

all tries to demolish the competitor’s steps. If any new organization going to start then firstly

it will sure focus on activity of competitors and according to that next steps arise.

Another part of topic is market share and market potential of PRIYAGOLD biscuits.

Market share and potentiality helps into organization that where organization stands in the

market or what are the major chances to increase sales or cover the entire market. This

important aspect gives knowledge to organization about quality, price or choice of the

consumer etc. For all the circumstances, retailers play important role for organization. They

give perfect information to the company that helps to take next steps. So perfect supplies,

competitor’s activity, market share and potentiality are very important part of business

industry.



4.3 INTRODUCTION OF RESEARCH METHODOLOGY

Research in common parlance refers to a search for knowledge. One can also define

research as a scientific and systematic search for pertaining information of a specific topic. It

is the pursuit of truth with the help of study, observation, comparisons and experimentation.

The following are the seven steps of a research:-

1. Specifying research objectives.

2. Preparing a list of the needed information

3. Designing the data collecting project

4. Selecting a sample type

5. Determining sampling size

6. Organizing and carrying out the fieldwork

7. Analyzing the collected data and reporting the finding

These steps are not a contrived sequence of independent steps; they consist of a number of

interrelated activities.

To take an example, one must have a good understanding of the research objectives. Now we

discuss the seven steps in details:

(1) SPECIFYING RESEARCH OBJECTIVES

In this step of the research process, researchers must first obtain answers to the

questions,

What is the purpose of this study? and

What are the objectives of the research?

If these questions are not properly answered at the outset, the study is likely to be misdirected

and to pursue vague or obscure goals, the probable result will be that the collected data will

not be as valid and/or reliable as desired.



Clearly, this step in the research process must involve both the manager and the

researcher. One source of research error is poorly conceived study. Much of the

responsibility for specifying research objectives necessarily lies with the manager.

Researcher cannot be expected to answer such questions as “What is the purpose of study”

Without a great deal of assistance. Hence, if this step in the research process is not to be

major source of error, the manager and the researcher must collaborate in a clear and precise

identification of the study objectives.

(2) PREPARING A LIST OF THE NEEDED INFORMATION

After a satisfactory statement of the study’s purpose and objectives has been established, it is

necessary to prepare a list of the information needed to attain the objectives. The contents of

such a list will be determined by the objectives of the research and the situation leading to the

research request.

(3) DESIGNING THE DATA COLLECTION PROJECT

After the research objectives have been specified (step 1) and the list of needed

information has been prepared (step 2), the researcher should determine whether such

information is already available, either in company records or in outside sources, certainly,

the researcher should not collect data from the field until the appropriate secondary sources of

information have been reviewed. If the needed information is not available from secondary

sources, the researcher will have to collect data in the field, and so it will be necessary to

design a data collection project.

PROBLEMS IN ACHIEVING THE SCIENTIFIC METHOD:

Researcher encounter many possible sources of error when designing a data collection project.

Some of these include using a poor or inappropriate research design not using experimental

designs where possible); using a large scale study instead of a small scale study, or vice versa;

using poor experimental designs; and still others.

To minimize the possible sources of error associated with designing a data collection project,

the following five issues must be given attention first:-



SHOULD THE RESEARCH BE EXPLORATORY OR CONCLUSIVE?

To a great extent, this issue is likely to be determining by the research objective and the

situation leading to the request for research. Exploratory research is likely to be used

when investigating a potential opportunity or problem and conclusive research is likely to

be used when the research is likely to be used when the research findings are expected to

result in specific decision being made or specific actions being taken.

WHO SHOULD BE INTERVIEWED AND HOW?

Next, the researcher must identity who has the needed information how it can be

obtained.

SHOULD ONLY A FEW CASES BE STUDIED, OR SHOULD A LARGE SAMPLE BE

USED?

If the study is a conclusive one, and if the findings are to be “representative” of the

universe, the researcher may want to use a large scale statistical study. However, if the

project is concern with finding a “best” way rather than a typical way of doing something

such as laying out the main floor of a fast food restaurant the research may well consists

of the analysis of a few selected cases.

D. HOW WILL EXPERIMENTS BE INCORPORATED IN THE

RESEARCH

If conclusive research is being undertaken, the research project may include one or

more experiments of some kind. If an experiment is a part of the research design, the

researcher must decide such things as where and when measurements will take place and

how the experimental variable will be applied.

E. HOW SHOULD THE DATA COLLECTION FORM BE

DESIGNED?

When it is necessary to collect original information, researchers will do so by either

questioning or observing respondents. As it is common in most research projects to

employ a number of field workers, some procedure must be used to standardize all of the

data that is collected. This is accomplished by giving all interviewers the same data



collection from to use when they interview or observe respondents. In that way, all of the

interviewers or field workers will be collecting comparable data.

(4) SELECTING A SAMPLE TYPE

Almost all marketing research projects are interested in information about a large

population such as all families with children at home or all retail grocery stores. As it is

impractical to collect data from all embers of such large populations, a sample is selected.

Various type of samples are possible, but they can be classified into two general categories

they are:-

1. Non Profitability

2. Probability

(5) DETERMINING SAMPLE SIZE

The researcher must also decide how large a sample to select. Marketing research

sample very from fewer 10 to several thousand. The research must consider the problem at

hand, the budget and the accuracy needed in the data before the question of sample size can

be answered.\

(6) ORGANIZING AND CARRYING OUT THE FIELD WORK

Fieldwork includes selecting, training, controlling and evaluating the members of the

field force. Their methods used in the field in the field are very important, for they usually

involve a substantial part of the research budget and are a potential source of error through

lack of both validity and reliability. Fieldwork methods are dictated largely by the method of

collecting data, the sampling requirements, and the kinds of the information that must be

obtained.

(7) ANALYSING THE COLLECTED DATA AND REPORTING THE FINDINGS

After all the interviews and / or observations have been made, the completed data collecting

forms must be processed in a way that yield the information the project was designed to

obtain. First, the forms needed to be edited to ensure that instructions were followed, that all

questions were asked observations made, and that the resulting data are consistent and logical.



Next, the data is prepared for tabulation. This means that the data must be assigned to

categories and then coded so the responses can be put in to the computer. The responses are

usually tabulated and analyzed on a computer.

4.4 RESEARCH DESIGN

“Research design is the plan structure and strategy if investigation conceived so as

obtain answers to research question and to control variance”

By KERLINGER

In the research study there is no any perfect study for solve the problem. The research

design broad three category are as follow.

A. Exploratory Research

B. Descriptive Research

C. Casual Research

A. Exploratory Research

In this method not any specific technique for study the problem. In this method mostly

used secondary data which are available easily this research. The researcher change their

direction depending on the available idea and variable.

B. Descriptive Research

This study is complex and determined high degree scientific skill for study the

problem.

C. Casual Research

This research help to determined cause and effect relation between two variable.

The present study to identify customer attitude towards buying the priyagold biscuits

in varachha area is specified clearly so this makes the study descriptive one.



4.5 RESEARCH INSTRUMENT

Research instrument means which by that use the researcher do the research on any

topic by easily. In recent most popular instruments “Questionnaire” for investigation of

problem by the Questionnaire response. We are give any suggestion or finding on that

problem

Mainly three type Question are include in our Questionnaire.

A. open ended Questions

In this type question customer are totally get freedom for given the answer of question.

B. dichotomous

In this type questionnaires customer have only two choice like ‘yes’ or ‘no’ in this

question any customer are not confuse any way.

C. multiple choice question

In this type of question customer or respondent is offered two or mote choice.

In my project I use all above three types of question in the questionnaire and getting

information about the project.



4.6 DATA COLLECTION METHOD

Data collection is an elaborate process in which the researcher makes a planned research

for all relevant data. Data is the foundation of all market research. Data or facts may be

obtained from several sources. Data can be classified as:-

1. PRIMARY DATA

2. SECONDARY DATA

(1) PRIMARY DATA

Primary data is the data gathered for the first time by the researchers. If the secondary data is

found to be inadequate or unavailable, the researcher goes for primary data.

COLLECTION OF PRIMARY DATA: Collection of primary data is a task demanding

technical expertise. The provider or the source of primary data is termed as “respondent”. A

respondent may give information actively or passively.

(2) SECONDARY DATA

Secondary data is the data borrowed from secondary sources by the researcher. Secondary

data can be internal or external i.e. internal records of the company or information available

from library and other statistical organization.

In a Market Research Project Field Work has a very vital role to play. As a matter of

fact, it’s the back bone of any Market Research Project. Field Work basically consists of

collection of primary data. In this project, researcher had to undergo a lot of Field Work. For

the purpose researcher has to visit various cinema halls, public attractive places, colleges and

school canteens etc.

The whole area, which was to be surveyed, was divided into different segments

randomly. Simultaneously survey of both retailers and consumers was carried out. The

research worked in the field for a span of half month.

Later on whole data, which was collected from field, was well scrutinized and

tabulated for analysis. Its interpretation has been provided in most easy to understand manner

with the help of suitable diagrams and charts.



I hope that this project will clear all the doubts and perceptions, which come up in

your minds occasionally and I hope that our data analysis and key findings will throw some

more light on Biscuit Industry. At the end I am very much confident and pleased to state that

this project will solve the purpose of PRIYAGOLD BISCUITS.

4.7 SAMPLING

Sampling is the process to analyses the whole population by analyses their part from

them the effectiveness of report is depend on sample size select from population.

A. sampling unit:

Here target population is decide and decide who are interested to buy priyagold biscuit

each sample have chance to select equily and we are conducted in varachha area of surat city.

B. sample size

For getting better result of problem we have need to determined perfect sample size

which are calculated by statically formula bases.

n= p x q (z/e)2

where

n= sample size

p= probability of interested customer

q= 1-p

e= tollarable error

z= level of confidence



n= p x q (z/e)2

= 0.80 x 0.20 (1.96/1.05)2

= (0.16) (39.2)2

= 0.76 x 156.64

= 245.86

so M = 250 unit are taken

C. Sampling Procedure

We use stratified random sampling method to find out sample size for respondent of

varachha area.

4.8 SCOPE OF THE STUDY

As per the consuls of surat city are very large so it is difficult to approach the whole

city so I select 250 respondents by using random sampling method from varachha.

On the basis of my demographic area 250 sample of respondent we get answer like

185 respondent are interested to buying the Priyagold biscuits on the basis of that we are

knowing the customer buying behavior of priyagold biscuits.

4.9 LIMITATION OF THE STUDY

The research area is very limited so not cover whole population of surat city is

limited only for varachha survey.

Limit for project is only two month is 1st February to 31st march 2012.

Probability for getting some wrong information from respondent.

Difficult to collect all true information for project in short term.



CHAPTER - 5

ANALYSIS & FINDINGS


185

65

020406080

100120140160180200

Res

po

nd

ent

Positive Response Nagetive Response

Answere

Sales wise classification

No. of respondents


5.1 ANALYSIS

1. SALE WISE CLASSIFICATION

Sales No. of respondents Percentage

Positive Response 185 74.00%

Negative Response 65 26.00%

Total 250 100.00%

Comment:

Above chart indicate that 185 retailers are sale Priyagold Biscuits, and 65 are not sale

Priyagold biscuits.


141154

97

135

96

52

0

20

40

60

80

100

120

140

160

Res

po

nd

ent

Orange Mange Coconut Elachi Chocolate Other

Flavour

Fovour Wise Classification

Respondent


2. FLAVOUR WISE CLASSIFICATION

Flavour Respondent Percentage

Orange 141 20.89%

Mange 154 22.81%

Coconut 97 14.37%

Elachi 135 20.00%

Chocolate 96 14.22%

Other 52 7.70%

Total 675 100.00%

Comments:

Above chart indicate that 22.81% retailer sale biscuits in mango flavour, and 7.71%

retailer sale biscuits in other flavour.


4448

93

0

10

20

3040

50

6070

80

90100

Res

po

nd

ent

Orange Mange Other

Flavour

Classification According to Customer Favorite Flavour

Respondent


3. CLASSIFICATION ACCORDING TO CUSTOMER’S FAVORITE FLAVOUR

Flavour Respondent Percentage

Orange 44 23.78%

Mange 48 25.95%

Other 93 50.27%

Total 185 100.00%

Comments:

Above chart indicate that 50.27% customers purchase biscuit in other flavour, and the

23.78% customer purchase biscuit in orange flavour.


90 89

6

0

10

20

30

40

50

60

70

80

90

Res

po

nd

ent

Less than 5 year 5 to 10 other

Age

Age wise Classification

No. of respondents


4. AGE WISE CLASSIFICATION

Age No. of respondents Percentage

Less than 5 year 90 48.65%

5 to 10 89 48.11%

other 6 3.24%

Total 185 100.00%

Comments :

Above chart indicate that 90 customers are comes in less than 5 year age, and 89

customers are comes in between 5 to 10 year age are comes for purchasing priyagold biscuit .


127

55

3

0

20

40

60

80

100

120

140

Res

po

nd

ent

75 gm 150 gm other

Package Size

Classification According to Packet Size

No. of respondents


5. CLASSIFICATION ACCORDING TO PACKET SIZE

Packet Size No. of respondents Percentage

75 gm 127 68.65%

150 gm 55 29.73%

other 3 1.62%

Total 185 100.00%

Comments:

Above chart indicate that 127 customers purchase 75 gm. And the 55 customers

purchase 150 gm packet of priyagold biscuits


5445

83

3

0

10

20

30

40

50

60

70

80

90

Res

po

nd

ent

Due to goodscheme

For AchiveMarket share

Due to gooddemand

Other

Criteria

Classification Acording to differeant Purchasing Criteria

Respondent


6. CLASSIFICATION ACCORDING TO DIFFERENT PURCHASING

CRITERIA

Criteria Respondent Percentage

Due to good scheme 54 29.19%

For Achieve Market

share 45 24.32%

Due to good demand 83 44.86%

Other 3 1.62%

Total 185 100.00%

Comments:

Above chart indicate that 44.86% retailer purchase priyagold biscuits due to high

demand of it, and 29.19% retailer purchase priyagold biscuits due to good scheme of it.


163

22

0

20

40

60

80

100

120

140

160

180

Res

po

nd

ent

Proper Not Proper

Criteria

Delivary wise classification

No. of respondents


7. DELIVERY WISE CLASSIFICATION

Criteria No. of respondents Percentage

Proper 163 88.11%

Not Proper 22 11.89%

Total 185 100.00%

Comments:

Above chart indicate that 163 retailer getting proper delivery of priyagold biscuits, and

22 retailer not getting proper delivery of priyagold biscuits.


179

6

0

20

40

60

80

100

120

140

160

180

Res

po

nd

ent

Affordable Non Affordable

Criteria

Price Wise classification

No. of respondents


8. PRICE WISE CLASSIFICATION


Affordable 179 96.76%

Non Affordable 6 3.24%

Total 185 100.00%

Comments

Above chart indicate that 96.76% customers are satisfied with present price of

priyagold biscuit, and 3.24% customers are not satisfied with present price of priyagold

biscuit.


39

146

0

20

40

60

80

100

120

140

160

Res

po

nd

ent

Not Satisfied Satisfied

Criteria

Classification According to distribution channel

No. of respondents


9. CLASSIFICATION ACCORDING TO DISTRIBUTION CHANNEL


Not Satisfied 39 21.08%

Satisfied 146 78.92%

Total 185 100.00%

Comments:

Above chare indicate that 39 retailer are not satisfied with distribution channel, and

146 retailer are satisfied with distribution channel.


0

10

20

30

40

50

60

70

80

90

Re

sp

on

de

nt


Age

Flavour Vs Age Classification

Other

Mango

Orange


10. FLAVOUR Vs AGE CLASSIFICATION

Age Orange Mango Other Total

Less than 5 year 30 27 33 90

5 to 10 14 20 55 89

Other 0 1 5 6

Total 44 48 93 185

Comments

Above chart indicate that 55 customers comes in 5 to 10 years age category who are

purchasing the other flavour of priyagold biscuits and 30 customers comes in less than 5 years

age category who are purchasing priyagold biscuits in orange flavour.


0

10

20

30

40

50

60

70

80

90

Re

sp

on

de

nt


Age

Age Vs size of Packet Classification

Other

150 gm

75 gm


11. AGE VS PACKET SIZE CLASSIFICATION

Age 75 gm 150 gm Other Total

Less than 5 year 87 2 1 90

5 to 10 40 49 0 89

other 0 4 2 6

Total 127 55 3 185

Comments

Above chart indicate that 49 customers comes in between 5 to 10 years age who are

purchasing 150 gm packet of priyagold biscuits.


0

20

40

60

80

100

120

140

Res

pond

ent

75 gm 150 gm other

Package Size

Criteria Vs Size of Packet Classification

Other

Demand

Market share

Schame


12. CRITERIA VS SIZE OF PACKET CLASSIFICATION

Packet size Scheme Market share Demand Other Total

75 gm 39 12 74 2 127

150 gm 15 31 8 1 55

other 0 2 1 0 3

Total 54 45 83 3 185

Comments

Above chart indicate the 74 retailers purchase 75 gm packet of priyagold biscuits due

to high demand of it.



5.2 FINDINGS

1. 50.27% customer favorite flavors are other like kajubadam, butter bite, elachi,

jeera top etc.

2. More customer comes in 5 to 10 year age which are purchase priyagold biscuits.

3. Mostly customer prefer 75 gm packets of priyagold biscuits when they are comes

for purchase a biscuit.

4. Due to high demand of priyagold biscuite retailer are purchase it.

5. 88.11% retailer get proper delivery of priyagold biscuits and 11.89% are not get

proper delivery of priyagold biscuits.

6. 78.92% retailers satisfied with their distribution channel and 21.08% are not

satisfied with their distribution channel.

7. 22.81% retailer sale priyagold biscuits in mango flavour, 20% sales priyagold

biscuits in elachi flavour, 20.89% retailer are sale priyagold biscuite in orange

flavour

8. 96.76% customers are satisfied with present price of priyagold biscuits, and

3.24% customer are not satisfied. With present price of priyagold biscuits.

9. 78.92% retailer are satisfied with their distribution channel and 21.08% retailer are

not satisfied with their distribution channel.

10. 20 customers are comes in 5 to 10 years age who are purchase a priyagold biscuits

in mango flavour.

11. 49 customers comes in 5 to 10 year age who are purchase priyagold biscuits in 150

gm packet.



CHAPTER- 6

CONCLUSION

&

RECOMMENDATION



6.1 CONCLUSION

After going thick on the thing, now time is to make a complete picture. While making

a product a SKU (Stock Keeping Unit) of the shop retailers think about the GMROI (Gross

Margin Return On Investment) and they promote the brand which provide them highest.

They expect return in the form of profit margin, company schemes, window display and

references of the shop. Among these, company schemes make the differences and are the

highest source of motivation after profit margin. Retailing demands a constant push from the

company.

Marketer needs to use advertising and brand building strategies to address the

discerning buyers and retail push to in different buyers. The manufacturer should understand

consumer behavior because retailers can't help quality and price. It is only up to dealers said it

is demand they sell PRIYAGOLD 42% agree that at retail shop it is brand popularity, which

determine the purchase of biscuit.

There is a greater needs to understand the retailer behavior considering them as a team

working for the company may help them to be attached to the company. There should be

feeling of belonging to the company in inner of the retailers. Setting values club for retailers

so that they may exchange views with the company and help in understanding consumer

behavior.



6.2 RECOMMENDATIONS:

Without suggestion any studies are not complete. Some suggestion are as

follow.

Company have need to improve their distribution channel.

Retailer wants to get credit period so company have need to give some credit

period to their retailer.

Some customer wants nitrogen packet in priyagold biscuits so biscuits

durability become increase.

Some customer wants tear system in priyagold biscuits like Parle G. biscuits.

So company should give more attention on the above given suggestion which

may in increase sale of priyagold biscuit in future.



CHAPTER-7

BIBLIOGRAPHY



Bibliography

BOOKS

Kotler Philip, Marketing Management, New Delhi,

Prentice Hall Publication of India, 2004, pages referred from 102 to 105, 183-197.

INTERNET

www.priyagold.com

www.google.com



CHAPTER-8

ANNEXURE



QUESTIONAIRE

(1) Do you sale the priyagold biscuits?

Yes

No(if the answer is yes then go to next)

(2) In which flavor you sell priyagold biscuits?

Orange

Mango

Coconut

Elachi

Chocolate

Other

(3) Which flavor is the customer’s favorite ?

Flavor in priyagold biscuits

Orange

Mango

Other

(4) Which age customers are mostly purchase priyagold biscuits?

Less Then 5 years

5 to 10 years

other

(5) Which size of packates the customers preferred many times?

75 gm

150 gm

other

(6) From whom you are purchasing the priyagold biscuits?

company

wholesaler



(7) On which basis you would like to purchase priyagold biscuits From above mentioned answer?

due to good scheam

for achive market share

due to high demand

others

(8) Are you getting the proper delivery of the product in regular time?

yes

no

(9) Is the company/wholesaler give good credit period to you?

yes

no

(10) Is the price of priyagold biscuits affordable for customer?

yes

no

(11) Are you want to make any improvement in your distribution

channel?

yes

no

(12) If yes please specify

__________________________________________

(13) Are you want to any extra feature to be add in the priyagold biscuits?

yes

no

(14) if yes then please specify



_____________________________________________

(15) Suggestion about priyagold biscuits if any

_____________________________________________


Saurabh Final Project

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