consumer behaviour assignment 2010d21

8/2/2019 Consumer Behaviour Assignment 2010D21

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Symbiosis Centre for Management andHuman Resource Development (SCMHRD)

A constituent of Symbiosis International UniversityAccredited by NAAC with A Grade

Symbiosis Center for Management and Human Resource Development (SCMHRD)

Symbiosis International (Deemed University),Symbiosis Infotech Campus, Plot-15,Rajiv Gandhi Infotech Campus, MIDC, Hinjewadi, Pune

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A PROJECT REPORT ON

CONSUMER BEHAVIOUR REGARDING BISCUITS

SUBMITTED BY:Parimal Paraswar

2010D21

EXMBA-2010-13

Weekday Batch


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PREFACE

The project study on CONSUMER BEHAVIOUR REGARDING BISCUITS has been conducted to observe the

preferences of consumers. So as to launch a new brand of biscuits in the market.

EXECUTIVE SUMMARY

This project takes a look in various kinds of MARKETING activities, market share of different products andvarious sales promotion schemes, which are followed in the FMCG BASED industry. There are some majorplayers i.e. HUL, ITC, dominate the FMCG based industry in India. India is one of few battlegrounds in theworld where there is neck-to-neck competition among. The companies claim to be in number one in FMCGSECTOR as per the data produced by different marketing research companies.when it comes to INDIA allthese companies are trying hard to gain their market acceptance and market share.

The Indian FMCG sector is the fourth largest in the economy and has a market size of US$13.1 billion. Well-established distribution networks, as well as intense competition between the organised and unorganisedsegments are the characteristics of this sector.

FMCG in India has a strong and competitive MNC presence across the entire value chain. It has beenpredicted that the FMCG market will reach to US$ 33.4 billion in 2015 from US $ billion 11.6 in 2003. Themiddle class and the rural segments of the Indian population are the most promising market for FMCG, andgive brand makers the opportunity to convert them to branded products.

The big firms are growing bigger and small-time companies are catching up as well. According to the studyconducted by AC Nielsen, 62 of the top 100 brands are owned by MNCs, and the balance by Indiancompanies.

Fifteen companies own these 62 brands, and 27 of these are owned by Hindustan Lever. Pepsi is atnumber three followed by Thums Up. Britannia takes the fifth place, followed by Colgate (6), Nirma (7),Coca-Cola (8) and Parle (9). These are figures the soft drink and cigarette companies have always shiedaway from revealing.


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Personal care, cigarettes, and soft drinks are the three biggest categories in FMCG. Between them, they

account for 35 of the top 100 brands. that is the reason this sector has huge amount of growth,if we wantto grow we have to understand consumer needs and wants, that is the reason to know their buyingbehavior is very vital to frame up a perfect marketing strategy.

TOPIC INTRODUCTION - CONSUMER BEHAVIOUR

CONSUMER BEHAVIOUR

It is a segment or part of human behavior. Human behavior refers to the total process whereby theindividual interacts with the environment. Every thought, feeling, or action that we have as individuals ispart of human behavior.

Definition:

Consumer behavior is the study of how individuals, groups and organizations select, buy and

dispose of goods, services, ideas or experiences to satisfy their needs and wants.

Importance; It seeks to understand the consumer buying decision process and to answer the followingquestions;

who makes the market?Who do they buy from?What does the market buy?When do consumers buy?Why do they buy?How do they buy?

The marketer wants to know how consumers respond to various marketing strategy the company mightuse. It helps the firm to find better ways to satisfy consumers through creating a suitable marketing mixthat will meet customers needs and requirements better than competitors.


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Understanding Consumer Behavior: 7 OS Framework:

Who is the customer? Occupants

what does the consumer buy? Objects

why did they buy? Objectives

who participate in the process? Organization

When did they buy? Occasions

where do they buy/ Outlets

how did they buy? Operations

Model Of Consumer Behavior (Stimulus-Response Model Of Buyer Behavior)

Consumers make many buying decisions every day. Most companies are interested to know whatconsumers buy, where they buy, how and how much they buy, when they buy, and why they buy. Butlearning about the consumer buying behaviour is not easy task The central question for marketers is howconsumers respond to various marketing stimuli The company that understands how consumers will

respond to different product features, prices, and advertising appeals has a great advantage over itscompetitors. The starting point is the stimulus-response model of buyer behaviour this figure shows thatmarketing and other stimuli enter the consumers black box and produce certain responses.

Marketing stimuli consist of the four Ps: product, price, place, and promotion. Other stimuli include majorforces and events in the buyers environment: economic, technological, political, and cultural. All theseinputs enter the buyers black box, where they are turned into a set of observable buyer responses:

product choice, brand choice, dealer choice, purchase timing, and purchase amount. The marketer wants
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to understand how the stimuli are changed into responses inside the consumers black box, which has two

parts. First, the buyers characteristics influence how he or she perceives and reacts to the stimuli. Second,the buyers decision process itself affects the buyers behaviour.

Stages of the consumption process:

Pre-purchase: problem recognition & information searchPurchase: mental evaluations & making of decisionPost-purchase: The activities that the consumer undertakes after the purchase and includes; how he usesthe product, his degree of satisfaction, and actions taken after the purchase is made.

Participants in the buying process (The D.M.U.-Decision Making Unit)The marketer needs to know which people are involved in the buying decision. People might play any ofseveral roles in the buying decision process;

Initiator: the person who first suggests or thinks of an idea of buying a particular product orservice i.e. Who initiates the buying decision?

Influencer: a person whose views or advices carry some weight in making the final decision. Decider: is the one who ultimately makes a buying decision or any part of it, i.e. whether to

buy, what to buy, where to buy. One or more people may be a decider.

Buyer: the person who makes the actual purchase. User: the person who uses or consumes the product.

A company needs to identify who occupies these roles because they affect product design,promotion, and other marketing strategy

The Consumer BuyingDecision Process

It is made up of the following five steps;
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STEPS IN CONSUMER BUYING DECISION PROCESS:

1) Problem recognition; It is the stage when the individual recognizes a need or problem to be

satisfied or solved. The need can be triggered by either an internal stimulus(hunger, thirst),

or external stimulus (bread, car, or ad)

2) Information research; Of key interest to the marketer are the major information sources:

a. Personal source- family neighbours, acquaintancesb. Commercial sources- sales persons, dealers , packaging displaysc. Public sources- mass media, consumer-rating organizationsd. Experiential sources- handling, examining, or using the product

The relative amount and influence of these information sources vary with the product category andbuyers characteristics.

3) Evaluation of alternatives; The consumer develops a set of brand beliefs about a brand, which

make up the brand image. The brand image will vary with his/her experiences as filtered by the

effects ofselective perception, selective distortion and selective retention. The consumer may

evaluate brands on the basis of price, product design, colour, packaging, after-sales service, etc.

4) Purchase decision; Having evaluated various solutions, the buyer may develop a predisposition to

make a purchase. However, two factors can intervene between the purchase intention and the

purchase decision that may change the purchase intention, e.g.

The attitude of others Unanticipated situational factors in executing a purchase intention, the consumer may take up to

five purchase sub-decisions;

A brand decision (brand A) Vendor decision (dealer 2) Quantity decision (1 computer) Timing decision (weekend) Payment method decision (cash/credit)

5) Post purchase behaviour; The consumer will experience some level of satisfaction or

dissatisfaction. Buyers do not follow the general decision sequence at all times. The procedure may

vary depending upon;

The time available Levels of perceived risk The degree of involvement a buyer has with a product.

Marketers should provide after sales service and support to assure customer satisfaction.


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Types of consumer problem solving behaviour:

Consumer decision-making varies with the type of buying decision. More complex decisions are likely to involvemore buying participants and more buyer deliberations. There are three types of consumer problem-solvingbehaviour:

1) Routine response behaviour; This occurs when consumers buy low cost, frequently purchased items. The

buyers have very few decisions to make. They know a lot about the product class and the major brands

available and they have fairly clear preference among the brands. In general, consumers do not give much

thought, search or time to the purchase. Marketers must satisfy current consumers by maintaining sufficient

quality service and value. They must also try to attract new buyers by introducing new features and using

point of purchase displays and price deals.2) Limited problem solving; Buying is more complex when buyers confront an unfamiliar brand in a familiar

product class (e.g. a new brand of radio or toothpaste). E.g. people thinking about buying new music

equipment may be shown a new brand with a new shape and new features. They may ask questions and

watch adverts to learn more about the new brand. This is described as limited problem-solving because

buyers are fully aware of the product class but are not familiar with all the brands available and their

features.

3) Extensive problem solving; Sometimes buyers face complex buying decisions for more expensive, less

frequently purchased products in a less familiar product class. For these products buyers do not often know

what brands are available and what factors to consider in choosing between brands. E.g. suppose you want

to buy an expensive stereo component system, you would probably spend time visiting several shops

collecting information and comparing various brands before making the final decision.

TYPES OF CONSUMER BUYING BEHAVIOUR

From the understanding of general decision making process, perceived risk and involvement theory, it is possible toidentify the following buying behaviours;
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1) Complex buying behaviour; It involves three- step process;

The buyer develops beliefs about a product, Then develops attitude, Then makes thoughtful choice

Consumers are highly involved in a purchase and are aware of significant differences among brands.Products are highly expensive, bought infrequently, risky and highly self-expressive e.g. automobiles.

2) Dissonance-reducing buyer behaviour; where the consumer is highly involved in a purchase but sees littledifference in brands.Purchase is expensive, infrequent and risky.If the consumer finds quality differences in the brands, he might go for the higher price.

If he finds little difference, he might buy simply on price or convenience.

3) Habitual buying behaviour; Is characteristic with low involvement and the absence of significant brand differencesCommon with low cost, frequently purchased products e.g. saltConsumers reach for the same brand out of habit but there is no strong brand loyalty.

4) Variety seeking behaviour; Low involvement but significant brand differencesA lot of brand switchingMarketing communication should reinforce past decisions by stressing the positive features of the product or byproviding more information to assist its use and application.

Personal Determinants of Consumer Behaviour

These are needs, motivation, perception, learning, beliefs, and attitudes.1. Needs and Motivation

A motive is a need that is sufficiently pressing to drive a person to act. Needs are either physiological-(hunger, thirst, comfort), or psychological-(recognition, self-esteem,

etc.).

Marketers study motivation theories for consumer analysis and marketing strategy. Three of the bestknown theories are those of Sigmund Freud, Abraham Maslow and Fredrick Herzberg.

Freuds theory

Assumes that the psychological forces shaping peoples behaviour are largely unconscious, and thata person cannot fully understand his/her own motivation.

When a person examines specific brands, he/she will react not only to their stated capabilities, butalso to other less conscious cues.


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Shape, size, weight, colour and brand can all trigger certain associations and emotions in theconsumer. Motivation researchers often collect in-depth interviews to uncover deeper motives thattrigger the purchase of a product.

Maslows theory

In order of importance, they are physiological needs, safety needs, social needs, esteem needs and

self- actualization. A person will try to satisfy their most important needs first, after which he will

then try to satisfy the next higher need. The theory helps marketers to understand how various

products fit into the plans, goals, and lives of consumers.

Herzbergs theory

He developed a two- factor theory that distinguishes dissatisfiers (factors that cause dissatisfaction)

and satisfiers (factors that cause satisfaction).Satisfiers must be actively present to motivate apurchase. The implications are that sellers must do their best to avoid dissatisfiers e.g. poor

instructions manual. The manufacturers should identify the major satisfiers and motivators and

supply them to buyers.

Perception

Perception is a process by which an individual selects, organizes and interprets stimuli into a

meaningful, coherent image or picture of the world. Simply said it is how an individual views a

particular product.

A motivated person is ready to act and how he acts is influenced by his or her perception of the situation. Twopeople in the same motivated state and objective situation may act quite differently because they perceive thesituation differently. People can emerge with different perceptions of the same object because of three perceptualprocesses: selective attention, selective distortion, and selective retention.

LearningLearning can be defined as a relatively permanent change in behaviour that occurs as a result of experience or

reinforced practice.Most human behaviour is learned.Two main approaches to learning are:

Behavioural-association, reinforcement and motivation. Cognitive-processing information in order that problems can be resolved.

Learning theory teaches marketers that they can build up demand for a product by associating it with strong drives,using motivating cues, and reinforcement.


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Personality Theories

Personality is, essentially, concerned with the inner properties of each individual, those characteristics thatdifferentiate each of us.

External Determinants of Consumer Behaviour:Consumers are social and cultural human beings. Their behaviour is affected by the social setting they find

themselves in as well as the cultural practices of the community they live in.

1. Culture:It refers to the ways of life of a people. It is a set of socially transmitted beliefs, attitudes, norms and

customs. Culture is learned from parents, teachers, and society in general. Culture describes the

prescribed acceptable behaviours and norms of a society. Marketers have to understand the changes incultural shifts in a society in order to capture opportunities to serve them in better manners. Any

marketer must be familiar with the culture of the people they wish to sell to.

2. Social classes:It is the division of the society into groups. It is also known as social stratification. Social functions

have to be performed by a society for it to survive. Stratification in the world is done on the bases

of education, occupation, income or economic and political station. In some societies eight to nine strata

were found but in most of the society three classes were found i.e Upper class, middle class and lower

class.A social class is an open aggregate of people with a similar social ranking. It is open since people can move in and out

of the group. Mobility may take the form of education, occupation, talent, marriage, etc. Within a social class, peoplewill to a certain extent have the same patterns of behaviour, similar attitudes, values, possessions, etc.

Characteristics of social classes;People within the same social class exhibit similar behaviour.People are ranked as occupying an inferior or superior social position according to their social class.A social class is not indicated by any single variable, but is as a result of the weighed function of an

individuals occupation, place of residence, wealth, education, values, e.t.c.

The marketer has to identify the class differences due to the following reasons;

Each class will have certain products that appeal to them and others that do not appeal to them. Themarketer has to concentrate their marketing effort on specific social classes.

In the same social class, there may be individual tastes that the marketer needs to take intoconsideration. The kind and quality of the product selected may vary from one consumer to another.

Difference in classes may also show in marketing areas the consumers frequent. Certain classes mayhave a preference for a given shop, club, restaurant etc.

The media habits of different classes will also differ. Some members of a class may read differentnewspapers and listen to different programs or watch different stations on T.V.


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Reference groups:

Reference group is a group of people who have direct or indirect influence on the individuals behaviour. It acts aspoint of comparison or reference point/frame of reference for an individuals behaviour.Reference groups can be classified in to many Types; based on the degree of involvement we can classify into twogroups i.e primary and secondary groups.

1) Primary groups: -

These are groups that are small and very close to the consumer. The consumer has direct contact with groupmembers and often has face-to-face communication with them. They include the family, co-workers and those onespends his leisure time with.

2) Secondary groups: -

These are larger and less intimate than the primary group. The consumer contact with this group may not beas frequent as those of the primary groups. They include religious organizations, professional organizations, clubs,unions, etc.

3) Rationale groups; -

These are membership groups that a person may join. They engage in activities which interest the consumerto express his idea, be guided and influenced in the type of goods consumed. They include YMCA, YWCA, scouting

movement, etc.The reference group has norms that the members abide by. These norms promote conformity within the referencegroup. A reference group may influence the decision to buy in two ways;

Being a member of a group, a person may buy a product or service since all those in the group havedone so. A person may buy a product or service for the reason of wanting to belong to or be

associated with the group.

Some products can be sold by appealing them to a reference group. The consumer will use others asa point of reference;

If he lacks specific experience in the purchase or use of a product, service or idea.

When available sources of marketing information are judged as biased or inadequate. When the outcome of a consumers decision is highly visible and therefore open to disapproval from

others.

When the products are in high risk category e.g. are expensive.


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4) Role of Opinion leaders:

These are the pace setters or trend setters. They are the people who will first venture into sampling a new productbefore the others. They would then give information to the others before they commit themselves to buy theproduct or service. The opinion leaders or the pace setters are respected and serve as a source of advice to the rest.Characteristics of opinion leaders are;

They are more interested and better read in areas they influence. They are more self confident and sociable. They are slightly more innovative i.e., they take risks but cautiously so.

The word of mouth becomes an important tool for the spread of information here. The opinion leaders are the firstto receive advertising messages and then pass them on to the others. Marketers should identify the opinion leadersfirst and focus information on them so that they can then influence others.

5) The FamilyA Family comprises of two or more persons living together connected through blood or marriage or adoption andstay together. Different family structures were observed in the society i.e married couples, nuclear family (parentsand children) and extended family (parents+children+grandparents+uncles). Members of a family have a role in thebuying process and the roles will depend on the product purchased. There are three important players in the family;they are husband, wife and children. These roles may be grouped as;

Wife dominated decisions. Husband dominated decisions. Joint decisions.


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RESEARCH OBJECTIVES

The market of the new millennium is a simple one and is an easy to define i.e. todays market is ofconsumers. Marketers are doing everything to comprehend this new wave that is sweeping many a markettoday.

The consumers are walking up to the reality because of the enormous choices available to them. For everyproduct category there are various alternatives to choose from. The market has cleverly segmented themarket into manufactures definitions of premium, popular and discount.

This study has been structured on the basis of certain objectives, planning and proceedings. Some of the

objectives are listed below:

To know market share of various companies among the biscuits segment.

To understand the customers preferences in relation to biscuits.

To know the effective medium of advertisement or communication which tends make a person

purchases a particular brand.

Identification of the untapped market.

RESEARCH METHODOLOGY

RESEARCHMETHODOLOGY

Research methodology is a way to systematically solve the research problem, it not only takes the researchmethods but also consider the logic behind the methods. The study of research methodology fordeveloping the project gives us the necessary training in gathering materials and arranging them,participation in the field work when required, and provides training in techniques for the collection of dataappropriate to particular problems.

RESEARCH PROBLEMS: - Consumers preference about different branded and non branded Consumergoods especially with FMCG.

RESEARCH METHODOLOGY: - Exploratory method.


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SAMPLE METHODS: - Random simple sampling

SAMPLE SIZE: - 20

PRIMARY DATA: - Questionnaire

SECONDARY DATA:- Internet, Books, Prior Reports.

SAMPLE

While deciding about the sample of research, it is required from the Researchers point to pay

attention to these under mentioned points:

a)Sample Units: A decision has to be taken concerning a sampling unit before selecting a sample,sampling unit may be a geographical one such as state, district, village etc. so in this research

sampling unit is Pune.

b)Source of Data: Data required for the study was collected through primary sources i.e. marketsurvey and secondary source.

c)Sampling Size: This refers to the no. of items to be selected from the universe to constitute a sample.This is a major problem before the researcher. The size of sample should neither be excessively large

not too small, it should be optimum. This size of population must be kept in view for this also limits

the sample size. Sample size in this research is 20.

METHOD OF DATA COLLECTION

Following are the two types

a) Primary Data: primary data are those, which are a fresh and for the first time and this happen tobe original in character.

b) Secondary Data: secondary data are those data which have already been collected by someoneelse and which have already been used as per required.

There are basically two sources to collect secondary data

a) Internally: provided by company/organization


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b) Externally: various publication of central, state and local government.

Books, magazines, newspapers Internet

After only keeping in mind one can think about what type of data has to be collected during research asour research is concerned I have to gather primary data for customer preference or retailers.

RESEARCH INSTRUMENTS:

QUESTIONNAIRE DESIGN:

As the questionnaire is self administered one, the survey is kept simple and user friendly. Words used inquestionnaire are readily understandable to all respondent.

We should make the questionnaire in which questions are according to the research and these areconvenience for the respondent.

Competitors

Hindustan Unilever LimitedHindustan Unilever Limited is India's oldest FMCG company owned byEuropean Unilever Group incorporated in 1933. Its headquarters is located in Mumbai. The company dealsin food & nutrition, personal & home care brands. It has also established itself in health hygiene andbeauty products. Annapurna, Brooke Bond Taaza, Bru, Kissan, Knorr, Kwality Walls, Lipton, Red Label, TajMahal, Breeze, Clinic Plus, Closeup, Dove, Fair & Lovely, Hamam, Lakme, Lifebuoy, Lux, Pears, Pepsodent,Pond's, Rexona Soap, Sunsilk, Vaseline, Active Wheel, Cif, Domex, Rin, Surf Excel and Vim are some of therenowned brands of the company. 'Pure it', a water purifier is the latest brand of company that has alsobecome extremely popular in no time.

ITC LimitedIndian Tobacco Company Limited was established under the name of Imperial TobaccoCompany of India Limited in 1910 with its headquarters at Kolkata. ITC deals in cigarettes & leaf tobacco,packaging & printing, hotel chains, stationary, safety matches, paper boards & agri Business and IT.Kitchens of India, Classmate, Paperkraft, Mint-o, Candyman, Aashirvaad, Sunfeast, Bingo, Mangaldeep,Fiama Di Wills, Vivel and Superia are famous brands of the company.

Nestl IndiaNestl was formed by a merger of two companies namely Anglo-Swiss Milk Company andFarine Lacte Henri Nestl in Switzerland in 1905. Before independence India was a dairy product importerfrom Nestle. But after independence Nestl responded to Indias aspirations and set up its first factory in
http://www.naukrihub.com/india/fmcg/top-companies/hindustan-unilever.htmlhttp://www.naukrihub.com/india/fmcg/top-companies/hindustan-unilever.htmlhttp://www.naukrihub.com/india/fmcg/top-companies/itc-limited.htmlhttp://www.naukrihub.com/india/fmcg/top-companies/itc-limited.htmlhttp://www.naukrihub.com/india/fmcg/top-companies/nestle.htmlhttp://www.naukrihub.com/india/fmcg/top-companies/nestle.htmlhttp://www.naukrihub.com/india/fmcg/top-companies/nestle.htmlhttp://www.naukrihub.com/india/fmcg/top-companies/itc-limited.htmlhttp://www.naukrihub.com/india/fmcg/top-companies/hindustan-unilever.html


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1961 at Moga, Punjab to develop milk economy in the country. At present Nestl India manufactures truly

international quality products under brand names such as Nescaf, Maggi, Milkybar, Milo, Kit-Kat, Bar-one,Milkmaid, Nestea, Nestl, Milk, Nestl Slim Milk, Nestl Fresh 'n' Natural Dahi and Nestl Jeera Raita.

Cadbury IndiaCadbury India Ltd. was incorporated in 1948 with its headquarters at Mumbai. It began withimporting chocolates but today it has five manufacturing units and four sales offices in India. It is a part ofthe Kraft Foods Group. Cadbury India operates in Chocolate confectionery, Beverages, Biscuits, Gum andCandy under the leading brands of Cadbury Dairy Milk, Bournvita, 5 Star, Perk, Bournville, Celebrations,

Gems, Halls, clairs, Bubbaloo, Tang and Oreo. Cadbury punchlines of Pappu pass ho gya, kuch meetha hojaye and the latest one 'Shubharambh' have really worked well as the company's brand promoting

strategies.

Britannia India LimitedBritannia India Limited Once began in 1892 as a biscuit company in Kolkata with aninitial investment of Rs. 295. Today it is the premium food brand of the country famous for its goodies like

50-50 Maska-Chaska, Treat, Time pass, Tiger, Good day, Marie Gold, Little Hearts, Nice Time, Bourbon, MilkBikis, Cakes and Dairy Fresh bread.

Marico IndustriesMarico is a Mumbai based Indian FMCG providing food, health and beauty productsunder the well-known brand names of Parachute, Saffola, Hair & Care, Nihar, Mediker, Revive amongothers that occupy leadership positions in most categories- Coconut Oil, Hair Oils, Post wash hair care,Anti-lice Treatment, Premium Refined Edible Oils, niche Fabric Care etc. Kaya Skin Clinic is a separate

division of the industry dealing in skin care treatment and skin care products.

DATA ANALYSIS AND INTERPRETATION

RESEARCH DESIGN & METHODOLOGY

Research design is the basic framework which provides guidelines for the rest of research process.

It specifies the methods for data collection and data analysis .In this research project we have used the

survey method of data collection, to be more specific questionnaire method. We conducted a survey in

Haidwar.

Out of the universe of 100 our sample size is 20. Respondents in the sample size were asked to fill

the questionnaires to gather the data.
http://www.naukrihub.com/india/fmcg/top-companies/cadbury.htmlhttp://www.naukrihub.com/india/fmcg/top-companies/cadbury.htmlhttp://www.naukrihub.com/india/fmcg/top-companies/britannia.htmlhttp://www.naukrihub.com/india/fmcg/top-companies/britannia.htmlhttp://www.naukrihub.com/india/fmcg/top-companies/marico-industries.htmlhttp://www.naukrihub.com/india/fmcg/top-companies/marico-industries.htmlhttp://www.naukrihub.com/india/fmcg/top-companies/marico-industries.htmlhttp://www.naukrihub.com/india/fmcg/top-companies/britannia.htmlhttp://www.naukrihub.com/india/fmcg/top-companies/cadbury.html


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ANALYSIS OF DATA

In order to extract the meaningful information from the data collected an analysis of data is to be done.

The First Objective of the research project is concerned with finding out Percentage of People Love to

Eat Biscuits.

The Second objective is concerned with finding out most preferred brands of biscuits.

90%

10%

Percentage Of People Love To

Eat Biscuits

Yes

No

40%

25%

20%

15%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

BRITANNIA

PARLE

PRIYA GOLD

ITC


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ANALYSIS

Britannia is the most preferred brand in 40% while Parle 25%, Priya gold is 20% and ITC is 15%.

CONCLUSION

After conducting the survey we are in a position to say that the biscuit market is very competitive.

We need to be innovative in Branding the product in the market.

We need to come up with some new flavors which the market has not yet tried

consumer behaviour assignment 2010d21

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