MARKET STUDY ON BRITANNIA PRODUCTS IN GUMIDIPOONDI

By

BALA KUMAR. C
(Reg No: 96010631007) of

MEPCO SCHLENK ENGINEERING COLLEGE, SIVAKASI-626005

A PROJECT REPORT Submitted to the

FACULTY OF MANAGEMENT STUDIES

In partial fulfillment of the requirements For the award of the degree of MASTER OF BUSINESS ADMINISTRATION MAY 2012

Mepco Schlenk Engineering College

Department of Management Studies
MBA Main Project December 2012 April 2012 BONAFIDE CERTIFICATE Certified that this project report titled MARKET STUDY ON BRITANNIA AMONG CUSTOMERS IN GUMIDIPOONDI is the Bonafide work of Mr. Bala

Kumar.C who carried out the research under my supervision. Certified further, that to the best
of my knowledge the work reported here in does not form part of any other project report or dissertation on the basis of which a degree or award was conferred on an earlier occasion on this or any other candidate.

DATE:

Dr.J.Praveen Paul M.B.A. FACULTY GUIDE

FORWARDED BY DIRECTOR Dr.S.Tamil Selvan

Bala Kumar.C
II MBA Mepco Schlenk Engineering College

Reg. No : 96010631007

DECLARATION
I hereby declare that the project titled MARKET STUDY ON BRITANNIA PRODUCTS IN GUMIDIPOONDI submitted for the award of Master of Business Administration in Anna University has been carried out under the guidance of Dr.J.Praveen Paul M.B.A. Department of Management Studies, Mepco Schlenk Engineering College and it is my original work which does not form part of the award of any other Degree or Diploma.

Bala Kumar.C.

ACKNOWLEDGEMENT

I bestow my thanks to Almighty God for giving me strength and will to complete this project work in a successful manner. I wish to express my deep sense of gratitude to our Principal Dr.S.BALAKRISHNAN, for giving me an opportunity to carry out this project. I thank Dr.S.TAMILSELVAN, Director, Department of Management Studies, for his valuable advice and encouragement in doing the project. I thank my internal guide Dr.J.Praveen Paul,who guided and encouraged me throughout the project period and for the successful completion of the report in time. I wish to extend my thanks to Mr. SIVA PRAKASH Territory Sales Incharge, Mr. DINESH, Sales officer and all the Route Sales Agents of Britannia, for guiding and helping me in completing the project in a successful manner. I also extend my sincere thanks to the respondents, who have helped me very much by giving me all the necessary details needed for the project. Finally, I record my hearty and sincere thanks to my beloved parents, family members and all my friends who have helped me in bringing out this project report successfully.

Bala Kumar.C

ABSTRACT

Today the world economy has undergone a radical transformation in the last two decades. The companies are emerging at the faster level. The technology and advances have permitted companies to widen substantially both the Markets and suppliers sources. Now as companies are emerging with their new products, marketing has become exuberant activity in expanding the market globally. Marketing starts with human need and wants. It is a human activity directed at satisfying needs and wants through exchange process. Marketing management deals with identifying and meeting human and social needs. It is basically a meeting needs profitability. In other words we can say that Market study means Is the process of planning and executing conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational goals. It acts as an instrument to lift up the standard and life style of the economy with the help of marketing; we are able to get the products at our door step of our choice and needs. The whole economy would be sluggish if marketing did not exist. Marketing is of critical importance because it maintains stability in the economic condition. Marketing has a widest connection which includes in its fold selling, buying, Transportation, warehousing, pricing and packaging. All these activities geared up together to reach strong preferences for consumer behavior. The purpose of this study is to examine customer perception in selection of products in rural area and to study the interest of consumers in branded products of Britannia biscuits. The brand awareness is showing increasing tendency everywhere and Gumidipoondi is not an exception to it. To examine the validity of this general statement that is being discussed day in and day out by the Researchers, Market managers ,Producers,Consumers,Advertisers etc . A detailed analytical study is been carried out by collecting data in the form of questionnaires and market research in Gumidipoondi .

S. NO. 1 1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8 1.9 1.10 2 2.1 2.2 2.3 3 3.1 3.2

CONTENTS INTRODUCTION Introduction to the Project Statement of Problem Objectives of the Study Industry Profile Company Profile Scope of the Study Need for the Study Review of Literature Research Methodology Limitations of the Study ANALYSIS AND INTERPRETATION Analysis of Data Methods used to analyze data Interpretation of the analysis FINDINGS AND SUGGESTIONS Findings Suggestions CONCLUSION APPENDIX REFERENCES

PAGE NO 1 3 3 4 5 8 8 9 11 13 14 14 15 41 42 42

1. 2.

Cross Tabulation for age group and selection of brand of biscuits Chi-Square test for for age group and selection of brand of biscuits

2 . 1 2 . 2

15 15

3.

Cross Tabulation for income and amount spent on brand of 2 biscuits . 3 Chi-Square test income and amount spent on brand of biscuits 2 . 4 2 . 5

16

4.

16

5.

cross tabulation for Monthly Income and price

17

6. 7.

2 . 6 Cross tabulation for quality factor and selection of brand of 2 biscuits . 7 Chi-Square test for Monthly Income and Price Chi-Square test for quality factor and selection cross tabulation for quality factor and packaging factor Chi-Square test for quality factor and packaging factor 2 . 8 2 . 9 2 . 1 0 2 . 1 1 2 . 1 2 2 . 1 3 2 . 1 4 2 . 1 5

17 18

8. 9. 10.

18 19 19

11.

Cross tabulation for income and satisfaction level

20

12.

Chi-Square test for quality factor and packaging factor

20

13.

Cross tabulation for age factor and satisfaction level

21

14.

Chi-Square test for age factor and satisfaction level

21

15.

Cross tabulation for type of media and attractiveness of ads.

22

CHAPTER 1 1.1 INTRODUCTION TO THE PROJECT Marketing is all around us. It is one from or another. It is close to every individual. Moving from the historical perspective, modern marketing has taken on new dimension through various management approaches. Marketing was defined as an exchange mechanism, in its early days and had been conceptualized as a function of selling. The efficacy of marketing was largely related with the personal salesmanship through advertising strategies for the consumer and industrial products. However, with the recognition of the difference between marketing and selling, concepts turned more scientific and analytical. Marketing is now defined as a blend of behavioral and management science powered by creativity, intuition, innovation, and inspiration tops them all. Perhaps the most distinctive skill of professional marketers is their ability to create, maintain, protect, and enhance brands. Branding is the art and cornerstone of marketing. The American Marketing Association defines a brand as: a name, term, sign, symbol, or a design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. Thus a brand identifies the seller or maker. What distinguished a brand from its unbranded commodity counterparts is the consumers perceptions and feelings about the products commodity counterparts is the consumers perceptions and feelings about the products attributed and how they perform. Ultimately, a brand resides in the minds of consumers. A brand can be better positioned by associating its name with desirable benefits. A brand is much more than a name, logo, colors, a tagline, or symbol. These are marketing tools tactics. A brand is essentially a marketers promise to deliver a specific set of feature, benefits and services consistently to the buyers. The marketer must establish a mission for the brand and a vision of what the brand must be and do.

Brand nodding occurs when customers experience the company as delivering on its benefit promise. The fact is that brands are not built by advertising but by the brand experience. Brands vary in the amount of power and value they have in the marketplace. We define brand equity as the positive differential effect that knowing the brand name has on customer response to the product or service. Brand equity results in customers showing a preference for one product over another when they are basically identical. The extent to which customers are willing to pay more for the particular brand is measure of brand equity. A brand needs to be carefully managed a so that its equity does not depreciate. This requires maintaining or improving brand awareness, perceived quality and functionality, and positive associations. These tasks require continuous R and D investment, skillful advertising, and excellent trade and consumer service. Each firm wants to identify its products and distinguished them from their competitors in the market. A firm does and confirms it by means of branding. Branding means, naming a product for its identification and distinction. A product will gain its image and consumer loyalty through its brand. In the Biscuits market, BRITANNIA INDUSTRIES LTD is known as the undisputed leader. Various reasons have been attributed to its success. Britannia is playing aggressively in the Out Of Home Consumption market, which has Enormous potential. The low unit products help in broadening the customer base. Small and convenient SKUs attract more consumers to consume these, while they are outside the home Another important area where BRITANNIA INDUSTRIES LTD scores over its competition is the well established nationwide circle of sale centers. It also plays a good role as a good service centre to maintain good and effective services and provide greater level of satisfaction. Brand awareness means the people are familiar with the product and they are likely to buy it because they organize it. All brands have value just like physical asset value. Brand also can be treated as assets like physical. Many companies recognize their brands as more valuable than their physical assets. A powerful brand can create ultimate success and show bizarre things to the business world.

As above mentioned visions in large, a keen desire has been dedicated for the attempt in this study entitled MARKET STUDY OF BRITANNIA PRODUCTS AMONG CUSTOMERS IN GUMIDIPOONDI.

1.2 STATEMENT OF PROBLEM Since BRITANNIA INDUSTRIES LTD is one of the most popular brands in India, there is a high need to understand whether the customers are loyal to the brand and they have any kind of influence from its awareness. Retaining customers is the main objective of any company. So, a study to understand the influence of brand awareness . BRITANNIA INDUSTRIES LTD has located a new distribution channel unit in GUMIDIPOONDI. In this area the market share of Britannia industries ltd is low compared to other competitors.The dominant players like parle, ITC have higher sales volume in Gumidipoondi. To increase the sales volume the brand awareness should be creaed among the customers.

1.3 OBJECTIVES OF THE STUDY: 1.3.1 Primary objectives: TO STUDY THE BRAND AWARENESS OF BRITANNIA AMONG CUSTOMERS IN GUMIDIPOONDI

1.3.2 Secondary objectives: TO find customer loyalty towards Britannia. TO identify the factors which influence the customers to choose the brand BRITANNIA TO find out the reach of promotional tools of Britannia .

TO find out the customer expectation of Britannia . TO evaluate the satisfaction level of customers.

1.4 INDUSTRY PROFILE:The Indian biscuits' market is estimated to be 1.1 million tonnes per annum and valued at over Rs 50 billion. India is known to be the second largest manufacturer of biscuits, the first being USA. It is classified under two sectors: organized and unorganized. The present biscuitsbakery sector in India looks like a battlefront. The battle being led by stalwarts like Britannia and Parle with close competition from other companies like ITC, Nutrine, HLL Kissan, Kwality and even international brands like Kellogs, Nestle, Sara Lee and United Biscuits. The biscuit segment has developed with large markets of mass consumption covering over 90% of the overall potential market. The country comprises of huge unorganized sector. Biscuits market on an average grew at 8% per annum in the last five years. The rural penetration of the branded biscuits segment is also significant. Towns with populations of less than a lakh contribute significantly to the industry's turnover, with some estimates placing it at 40%. However, rural markets largely consume lower-priced varieties, and it is here that branded biscuits meet with stiff competition from the unorganized sector. The unorganized sector in the biscuits segment does exert pressure on the pricing policies of the organized players. But only up to a point since the penetration of brands in this business even in the rural areas is fairly significant. Therefore, the value for only the branded business segment is more indicative of the industry's competitive pressures. Three domestic players, Britannia, Parle and ITC, have thus far dominated the market with an average annual growth of 10-12%. According to the Federation of Biscuit Manufacturers of India (FBMI), 60% of the total market is organized and the restunorganized. As per a research conducted in 2011 though ITC was able to increase its market share by a significant percent, Britannia still is the leader with highest volume of sales and value market share. Researcher says that Parle has been Britannias toughest competitor. The biscuit market in India still has lot of room for expansion from the existing players and the new entrants.

1.5 Company Profile In 1892 , 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. The beginnings might have been humble-the dreams were anything but. By 1910, with the advent of electricity, Britannia mechanized its operations, and in 1921, it became the first company east of the Suez Canal to use imported gas ovens. Britannia's business was flourishing. But, more importantly, Britannia was acquiring a reputation for quality and value. As a result, during the tragic World War II, the Government reposed its trust in Britannia by contracting it to supply large quantities of "service biscuits" to the armed forces. In 1975, the Britannia Biscuit Company took over the distribution of biscuits from Parry's who till now distributed Britannia biscuits in India. In the subsequent public issue of 1978, Indian shareholding crossed 60%, firmly establishing the Indianness of the firm. The following year, Britannia Biscuit Company was re-christened Britannia Industries Limited (BIL). Four years later in 1983, it crossed the Rs. 100 crores revenue mark. 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. In 1999, the "Britannia Khao, World Cup Jao" promotion further fortified the affinity . Britannia strode into the 21st Century as one of India's biggest brands and the pre-eminent food brand of the country. It was equally recognized for its innovative approach to products and marketing: the Lagaan Match was voted India's most successful promotional activity of the year 2001 while the delicious Britannia 50-50 Maska-Chaska became India's most successful product launch. In 2002, Britannia's New Business Division formed a joint venture with Fonterra, the world's second largest Dairy Company, and Britannia New Zealand Foods Pvt. Ltd. was born. In recognition of its vision and accelerating graph, Forbes Global rated Britannia 'One amongst the Top 200 Small Companies of the World',

and The Economic Times pegged Britannia India's 2nd Most Trusted Brand. Today, more than a century after those tentative first steps, Britannia's fairy tale is not only going strong but blazing new standards, and that miniscule initial investment has grown by leaps and bounds to crores of rupees in wealth for Britannia's shareholders. The company's offerings are spread across the spectrum with products ranging from the healthy and economical Tiger biscuits to the more lifestyle-oriented Milkman Cheese. Having succeeded in garnering the trust of almost one-third of India's one billion population and a strong management at the helm means Britannia will continue to dream big on its path of innovation and quality. PILLAR PRODUCTS OF BRITANNIA Marie The oldest brand of Britannia. The no.1 in its category. Good Day Britannia Good day started premium biscuits enriched with cashew , butter, badam pista, etc. launched in 1986. Milk bikis The only biscuits with milk flavored cream, makes it the most different product in front of its key competitors 50-50 This biscuit comes under snack biscuit. It was launched in 1993. It came with a flavor of Maska Chaska as a difference. IT covers 1/3 of the market share Financial Analysis Gross sales increased to Rs 2317.11 Cr in 2010-11 registering a growth of 28%.

Profits declined by 33% due to increase in input prices and stiff competition Dividends of the order 100-150% were provided for the past 5 years Britannia followed the industry growth rate for the past 3-4 years while the profit margin followed a zigzag pattern.

The Company achieved these results despite significant increases in input cost, particularly sugar, fuel and oils, coupled with aggressive pricing in the industry. BRIANNIA Company's focused initiatives on commercialising market place opportunities, supply chain efficiencies and overall 56% cost management resulted in its top line growth and profitability. Exports turnover during the year was Rs 111.71 mn against Rs 71.65 mn in 2010-11, a growth of

[Fig : Graph of Share Movement of Britannia Industry on the BSE]

1.6 SCOPE OF THE STUDY The overall scope of the present study considers all the variables and factors that have major impact over the customers in considering particular brands. This especially included how a customer regally evaluate recognizes the brand and what position particular brand occupies in the customer mind.

This includes how a customer gets attracted towards the brands and what makes a brand highly significant over their competitive brand. The study includes how brand awareness among potential customers can be maintained and improves.

1.7 NEED FOR THE STUDY The study was conducted to know the customers perception on Britannia products in Gumidipoondi. This study totally revolves around the opinions and feed back from the users. An opinion survey with the help of questionnaire was conducted to know the users' view on the Britannia products and to recollect the brands in the minds of customers. The study was also done to estimate the performance of the Britannia with the other

brand, and to whether the customers know about different types of biscuits provided by the Britannia.

1.8 LITERATURE REVIEW Aaker approaches brand equity as a set of fundamental dimensions grouped into a complex system comprising mainly: brand awareness, brand perceived quality, brand loyalty and brand associations. He also suggests a brand equity ten model for assessing brand equity . taking into consideration several factors among which brand awareness is fundamental. Kevin Lane Keller (1998) approaches brand equity from a customer based perspective defining it as the differential effect of brand knowledge on consumer response to the marketing of the brand.Farquhar (1989)4 considers that building a strong brand within consumers minds means creating a positive brand evaluation, an accessible ,Brand attitude, and a consistent brand image, the accessible brand attitude actually referring to what the others term as awareness. As already mentioned, an important dimension of brand equity is brand awareness, very often an undervalued component. Not only that awareness is almost a prerequisite for a brand to be included in the consideration set (the brands that receive consideration for purchase), but it also influences perceptions and attitudes, and can be a driver for brand loyalty. (Aaker,

1991).Reflecting the salience of the brand in the customers mind, awareness can be assessed at several levels such as recognition, recall, top of mind, brand dominance (the only brand recalled), or, even more, brand knowledge (what the brand stands for is very well known by consumers) (Aaker,1996). Marketers recognition of the increasing importance of brands as perhaps the firms most important strategic asset requires a fundamental rethinking of conventional business and marketing strategies. Not only must this re-thinking apply to brand management, but equally as well to brand communication strategies. Successfully managing brands today requires a creative portfolio of relevant media strategies that extends well beyond the safe bets of previous generations of advertisers. Today, generating awareness and enhancing an existing image are merely the price of entry to compete in a given market.

The ultimate goal of most businesses is to increase sales and income. Ideally, you want to attract new customers to your products and encourage repeat purchases. Brand awareness refers to how aware customers and potential customers are of your business and its products. Within a week after its introduction, surveys found that more than 90% of US consumers had heard about the iPhone as a result of advertising and news reports. This is exceptionally high brand awareness. Ultimately, achieving successful brand awareness means that your brand is well known and is easily recognizable. Brand awareness is crucial to differentiating your product from other similar products and competitors. By Tara Gustafson and Brain Chabot Cornell (2007). Brand awareness, as one of the fundamental dimensions of brand equity, is often considered to be a prerequisite of consumers buying decision, as it represents the main factor for including a brand in the consideration set. Brand awareness can also influence consumers perceived risk assessment and their confidence in the purchase decision, due to familiarity with the brand and its characteristics. On the other hand, brand awareness can be depicted into at least two facets unaided (brand recall) and aided (brand recognition) each of the two facets having its more or less effective influence on buying decision and perceived risk assessment. This paper tries to reveal, on one hand, the importance of unaided brand awareness when it comes to consumers

buying decision and, on the other hand, the importance of aided brand awareness when assessing the perceived risk associated with the purchase. The analysis is conducted in a comparative manner, with focus on Gumidipoondi consumers.. The concept of Branding holds tremendous importance since many years; it is the key to distinguish the goods and services from one to another. Customers simple understanding of brand is to associate and reckon with easy information processing about products purchasing and being certain about the brand to build their trust with time (Logo Design works, 2007). This reflects the greater need from the organizations point of view to have strong brands build through proper brand management resulting from effective marketing programs to create brand equity.

1.9 RESEARCH METHODOLOGY Research is an art of scientific investigation. According to Redman & Moory, research is a systematized effort to gain new knowledge. Research is a original contribution to the existing stock of knowledge meaning for its advancement. The purpose of research is to discover answer through the application of scientific procedures. The main of the research is to find out the truth which is hidden in which has not discover yet. 1.9.1Research design A research design is the arrangements of condition for the collection and analysis of data in a manner that aims to combine relevance to the research purpose with economical procedures. Research design is need because it facilities the smooth sailing of the various research operations, thereby making research as efficient possible yielding maximal information with minimal expenditure of effort, time and money. 1.9.2Type of Research

The project employs systematic, formal and descriptive research techniques. This is primarily a qualitative research. This study is based on the data collected through structured questionnaire. 19.2.1Descriptive Research Descriptive research is used in surveys and fact question inquiries of different kinds. The major purpose of descriptive research is description of state of affairs, as it in which at present. The main characteristic of this method is the researcher has to control over the variables. He can only report where has happened or what is happening. 1.9.3Data Collection The collection of data is considered to be one of the most important aspects in the research methodology.

1.9.3.1Primary data Under this study primary data was collected by using Structured Questionnaire. The structure questionnaire consists of both open-ended and closed ended questions. The primary data has been collected through the questionnaire by means of personal interview. The questionnaire consists of number of question printed in definite order on a form. 1.9.3.2Secondary Data There is no secondary data used. 1.9.4Sampling Technique Non probability sampling :A sample of units where the selected units in the sample have an unknown probability of being selected and where some units of the target population may even have no chance at all of being in the sample.

1.9.4.1Sample Size Since the population is too large and time limitation, around 350 samples taken.

1.9.4.2Sample Unit The respondents of the study are the part of population from various areas of Chennai market. Each individual is considered to be the sampling unit.

1.9.5Instrumentation Techniques Structured Questionnaire: The primary data collected through structured questionnaire, which were administrated to the respondents. One set of questionnaire has been developed to identify the factors that cause project time over runs.

1.9.6Tools and Techniques for Analysis

The analysis part is carried out by the Researcher with the help of SPSS Package.The data was entered in Excel sheet and then the excel sheet was loaded into SPSS package for further analysis. From the Package the specific analysis tool used for this study are as follows: Correlation analysis One Way ANOVA Cross tabulation with Chi-square test

1.0 LIMITATIONS OF THE STUDY: Due to time constraints an extensive research could not be undertaken therefore the sample size was restricted to few peoples only. Analysis of the data obtained from questionnaire was done on the assumption that the respondents gave the correct information. The data provided by the respondents is basically from their memory recall. Bias tends to creep due to recall errors. However, enough care has been taken to reduce the bias by adopting a cross checking method. This seeks information from respondents.

CHAPTER 2 ANALYSIS AND INTERPRETATION 2.1ANALYSIS OF DATA The Researcher in this study involves three major steps for the data analysis purpose, are as follows: Cleaning and organizing the data for analysis Describing the data Testing Hypothesis

Data preparation is the first step in analysis of data. The data collected are entered in Excel sheet by giving specific codifications to the questionnaire. Descriptions of the data were prepared tend to be brief and to focus on only the more unique aspects to this study, such as specific data transformations that are performed. This will help the Researcher to do the analysis and its interpretation in an easy way. Usually, the researcher links each of the inferential analysis to specific research questions or hypotheses that were raised in the introduction that were tested and it will emerged as part of the analysis.

2.2 Methods Used To Analyze Data In this study, the Researcher analyzed the data mainly with help of SPSS Package. Data collected from the respondents were entered and saved in Microsoft Excel. 2.2.1 Statistical Package for Social Sciences (SPSS) The analysis used in the SPSS Package are as follows. Correlation analysis One Way ANOVA Cross tabulation with Chi-square test

2.3 INTERPRETATION OF ANALYSIS 2.3.1 To test whether Age group has an effect on the selection of brand of biscuits. Cross Tabulation and chis quare test is used to find the relationship Ho: Age has no effect on selection of brand of biscuits. H1: Age has effect on selection of brand of biscuits .

Table 2.1 Cross Tabulation for age group and selection of brand of biscuits Age Group Selection of brand of biscuits Britannia Parle Itc <20 50 11 10 20-30 105 21 10 30-40 14 2 3 >40 44 5 14 Total 213 39 37

others 2 1 0 0 3

Total 73 137 19 63 292

Table 2.2 Chi-Square test for age group and selection of brand of biscuits Degrees of freedom 9 9 1

Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases Inference

Value 13.504a 13.639 .262 292

significance .014 .136 .609

From the table we can interpret that since the obtained value .014 is lesser than 0.05 So, the H1 value is accepted and the H0 value is rejected. Therefore, Age has effect on the selection of brand of biscuits

2.3.2 To test whether monthly income has an effect on the amount spent on the brand of biscuits. Cross Tabulation and chi square test is used to find the relationship Ho: Monthly income has no effect on amount spent on the of brand of biscuits. H1: Monthly income has effect on amount spent on the of brand of biscuits. Table 2.3 Cross Tabulation for income and amount spent on brand of biscuits Monthly income Amount spent on biscuits per month <50 50-100 100-150 >150 5000-10000 12 51 38 3 11000-20000 14 39 24 10 21000-30000 8 18 20 4 30000< 3 22 7 2 Total 37 130 89 19

Total 104 87 50 34 275

Table 2.4 Chi-Square test income and amount spent on brand of biscuits

Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases Inference

Value 13.979a 14.334 .002 275

Degrees of freedom 9 9 1

Significance .123 .111 .966

From the table we can interpret that since the obtained value .123 is greater than 0.05 So, the H0 value is accepted and the H1 value is rejected. Therefore, Monthly income has no effect on amount spent on the of brand of biscuits.

2.3.3 To test whether there is an relationship between monthly income and price . Cross Tabulation and chi square test is used to find the relationship Ho: Monthly income dose not have effect on price factor . H1: Monthly have effect on price factor.

Table 2.5 cross tabulation for monthly income and price Monthly income Price best 5000-10000 76 11000-20000 50 21000-30000 32 30000< 24 Total 182

good 18 22 16 7 63

normal 8 15 2 4 29

bad 3 0 0 0 3

Total 105 87 50 35 277

Table 2.6 Chi-Square test for monthly income and price Degrees of freedom 9 9 1

Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases Inference

Value 16.941a 17.861 .000 277

significance .050 .037 .997

From the table we can interpret that since the obtained value .050 is equal to 0.05 So, the H0 value is rejected and the H1 value is accepted. Therefore, monthly income have effect on price factor . 2.3.4 To test whether quality factor affect the selection of brand of biscuits . Cross Tabulation and chi square test is used to find the relationship Ho: quality factor dose not affect the selection of brand of biscuits. H1: quality factor affect the selection of brand of biscuits. Table 2.7 cross tabulation for quality factor and selection of brand of biscuits Selection biscuits of Quality Best britannia 45 parle 11 itc 16 others 1 Total 73

Good 159 25 16 2 202

Normal 9 2 5 0 16

Bad 0 1 0 0 1

Total 213 39 37 3 292

Table 2.8 Chi-Square test for quality factor and selection of brand of biscuits Degrees of freedom 9 9 1

Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases

Value 22.744a 18.930 1.758 292

Significance .007 .026 .185

Inference From the table we can interpret that since the obtained value .007 is lesser than 0.05 So, the H1 value is rejected and the H1 value is accepted. Therefore quality factor affect the selection of brand of biscuits .

2.3.5To test whether quality factor affect packaging factor . Cross Tabulation and chi square test is used to find the relationship Ho: quality factor does not affect packaging factor . H1: quality factor has affect packaging factor .

Table 2.9 cross tabulation for quality factor and packaging factor Quality Packing Best Good Normal bad Total best 51 94 6 0 151 good 16 83 4 0 103 normal 6 21 3 0 30 bad 1 7 3 1 12 Total 74 205 16 1 296

Table 2.10 Chi-Square test for quality factor and packaging factor Degrees of freedom 9 9 1

Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases

Value 47.539a 26.677 17.964 296

significance .000 .002 .000

Inference From the table we can interpret that since the obtained value .000 is lesser than 0.05 So, the H0 value is rejected and the H1 value is accepted. Therefore quality factor affect the packaging factor.

2.3.6 To test whether monthly income affect satisfaction level . Cross Tabulation and chi square test is used to find the relationship Ho: whether Monthly income does not affect satisfaction level. H1: whether Monthly income affect satisfaction level . Table 2.11 cross tabulation for monthly income and satisfaction level Satisfaction level Monthly income highly satisfied satisfied 5000-10000 31 59 11000-20000 27 45 21000-30000 19 26 30000< 16 15 Total 93 145

neutral 10 13 4 4 31

dissatisfied 4 1 1 0 6

Total 104 86 50 35 275

Table 2.12 Chi-Square test for quality factor and packaging factor Degrees of freedom 9 9 1

Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases

Value 7.695a 8.159 2.994 275

Significance .565 .518 .084

Inference From the table we can interpret that since the obtained value .565 is greater than 0.05 So, the H0 value is accepted and the H1 value is rejected. Therefore monthly income does not affect satisfaction level .

2.3.7 To test whether age affect satisfaction level. Cross Tabulation and chi square test is used to find the relationship Ho: age does not affect satisfaction level. H1: age affect satisfaction level . Table 2.13 Cross tabulation for age factor and satisfaction level

Satisfaction level Age highly satisfied Satisfied >20 26 40 20-30 47 71 30-40 7 11 40< 18 37 Total 98 159

neutral 5 17 1 8 31

dissatisfied 2 4 0 0 6

Total 73 139 19 63 294

Table 2.14 Chi-Square test for age factor and satisfaction level Degrees of freedom 9 9 1

Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases Inference

Value 5.589a 7.418 .126 294

significance .014 .594 .723

From the table we can interpret that since the obtained value .014 is lesser than 0.05 So, the H0 value is rejected and the H1 value is accepted. Therefore age affect satisfaction level. 2.3.8To test whether type of media affect the attractiveness of the advertisement . Cross Tabulation and chi square test is used to find the relationship Ho: type of media does not affect the attractiveness of the advertisement. H1: type of media affect the attractiveness of the advertisement.

Table 2.15Cross tabulation for type of media and attractiveness of ads.

The attractiveness of the advertisement type of media highly satisfied Satisfied neutral Dissatisfied telivision 123 58 20 3 postuers 17 12 2 1 magazines 10 10 2 0 others 0 1 1 0 Total 150 81 25 4

Total 204 32 22 2 260

Table 2.16 Chi-Square test for type of media and attractiveness of ad Degrees of freedom 9 9 1

Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases Inference

Value 9.333a 8.896 1.983 260

Significance .007 .447 .159

From the table we can interpret that since the obtained value .007 is lesser than 0.05 So, the H0 value is rejected and the H1 value is accepted. Therefore : type of media affect the attractiveness of the advertisement . 2.3.9To test whether user brand of biscuits ads and frequency of noticed ads . Cross Tabulation and chi square test is used to find the relationship Ho: there is no significant relation between brand of biscuits and noticed ads. H1: there is significant relation between brand of biscuits and noticed ads.

Table 2.17 Cross tabulation user brand ads and frequency of noticed ads User brand biscuits ofFrequency of noticed ads <3 times 3-5 times 5-7 times Britannia 60 105 28 Parle 17 17 1 ITC 14 13 2 Others 1 2 0 Total 92 137 31

>7times 6 0 0 0 6

Total 199 35 29 3 266

Table 2.18 Chi-Square test for brand ads of noticed ads Degrees of Value freedom Pearson Chi-Square 11.443a 9 Likelihood Ratio 13.967 9 Linear-by-Linear 8.106 1 Association N of Valid Cases 266 Inference

and frequency

significance .027 .124 .004

From the table we can interpret that since the obtained value .027 is lesser than 0.05 So, the H0 value is rejected and the H1 value is accepted. Therefore there is significant relation between brand of biscuits and noticed ads. 2.3.10 To test weather types of biscuits has a relationship on customer expectations Cross Tabulation and chi square test is used to find the relationship Ho there is no significant relation types of biscuits and customer expectations H1: there is significant relation types of biscuits and customer expectations Table 2.19 Cross tabulation for types of biscuits and customer expectation

Types of biscuits

customer expectations yes No tea biscuits 84 1 cream biscuits 87 14 cookies 34 2 others 7 1 212 19

Total 85 102 36 8 232

Total

Table 2.20 Chi-square test for types of biscuits and customer expectation. Degrees of freedom 8 8 1

Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases Inference

Value 22.868a 19.322 2.916 232

Significance .004 .013 .088

From the table we can interpret that since the obtained value .004 is lesser than 0.05 So, the H0 value is rejected and the H1 value is accepted. Therefore there is significant relation types of biscuits and customer expectations

2.3.11To test the relationship between factors for not choosing BRITANNIA and position of Britannia in mind of non users Cross Tabulation and chi square test is used to find the relationship Ho there is no significant relation between factors for not choosing BRITANNIA and position of Britannia in mind of non users

H1: there is significant relation between factors for not choosing BRITANNIA and position of Britannia in mind of non users Table 2.21 Cross tabulation for not choosing Britannia and position of Britannia in mind of non users position of Britannia in minds of non factors for notusers choosing Britannia one two Three four Total high price 3 9 2 0 14 non 0 19 15 2 36 availability low taste 0 5 1 1 7 Total 3 33 18 3 57

Table 2.22Chi-square test for choosing Britannia and position of Britannia in minds of non users Degrees of freedom 6 6 1

Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases Inference

Value 14.672a 14.663 4.764 57

significance .023 .023 .029

From the table we can interpret that since the obtained value .023 is lesser than 0.05 So, the H0 value is rejected and the H1 value is accepted. Therefore there is significant relation between factors for not choosing BRITANNIA and position of Britannia in mind of non users

2.3.12 To test the relationship between type of media affect the informative ads. Cross Tabulation and chi square test is used to find the relationship

Ho : type of media does not affect the informative ads.. H1: type of media affect the informative ads.

Table 2.23Cross tabulation for type of media and informative ads. type of media Telivisio n postuers 35 5 138 28 2 203 19 8 0 32

the informative ads highly satisfied satisfied neutral dissatisfied Total

magazines Others 4 0 15 5 1 25 1 1 0 2

Total 44 173 42 3 262

Table 2.24Chi square test for type of media and informative ads. Degrees of freedom 9 9 1

Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases

Value 7.082a 6.377 2.513 262

Significance .629 .702 .113

Inference From the table we can interpret that since the obtained value .629 is greater than 0.05 so, the H0 value is accepted and the H1 value is rejected. Therefore : type of media does not affect the informative ads

2.3.13 To test the relationship between type of media and creativity of ads.

Cross Tabulation and chi square test is used to find the relationship Ho type of media does not affect the creativity of ads. H1: type of media affect creativity of ads. Table 2.25Cross tabulation for type of media and creativity of ads. Type of media creativity of ads Telivision Postuers Magazines Others Total highly 89 13 6 1 109 satisfied satisfied 71 12 3 0 86 neutral 40 6 11 1 58 dissatisfied 4 1 5 0 10 Total 204 32 25 2 263 Table 2.26Chi square test for type of media and creativity of ads Degrees of freedom 9 9 1

Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases

Value 32.607a 24.959 13.373 263

significance .000 .003 .000

Inference From the table we can interpret that since the obtained value .000 is lesser than 0.05 So, the H0 value is rejected and the H1 value is accepted. Therefore : type of media affect creativity of ads.

2.3.14

To test the relationship between type of media and reliability of ads.

Cross Tabulation and chi square test is used to find the relationship Ho type of media does not affect the reliability of ads. H1: type of media affect reliability of ads. Table 2.27Cross tabulation for type of media and reliability of ads Type of media Reliability of ads Telivision Postuers Magazines Others Total highly 43 8 8 0 59 satisfied Satisfied 99 17 5 1 122 Netural 57 7 11 1 76 dissatisfied 5 0 1 0 6 Total 204 32 25 2 263 Table 2.28 chi square test for type of media and reliability of ads Degrees of freedom 9 9 1

Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases

Value 10.020a 11.795 .074 263

Significance .049 .225 .786

Inference From the table we can interpret that since the obtained value .049 is lesser than 0.05 So, the H0 value is rejected and the H1 value is accepted. Therefore : type of media affect reliability of ads.

2.3.15 between age and number of biscuits consumed at a time. Cross Tabulation and chi square test is used to find the relationship Ho: age does not affect number of biscuits consumed at a time. H1: age affect number of biscuits consumed at a time. Table 2.27Cross tabulation age and number of biscuits consumed at a time NO. of biscuits Age consumed at a time <20 2 biscuits 5 biscuits 5-7 biscuits one packet Total 7 32 18 17 74

20-30 13 64 44 18 139

30-40 1 7 4 7 19

>40 6 38 8 11 63

Total 27 141 74 53 295

Table 2.28 chi square test for age and number of biscuits consumed at a time Degrees of freedom 9 9 1

Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases

Value 16.433a 16.307 1.086 295

significance .058 .061 .297

Inference

From the table we can interpret that since the obtained value .058 is greater than 0.05 So, the H0 value is accepted and the H1 value is rejected. Therefore : age affect number of biscuits consumed at a time.

2.3.16To test the relationship between taste and number of biscuits consumed at a time. Cross Tabulation and chi square test is used to find the relationship Ho taste does not affect number of biscuits consumed at a time. H1: taste affect number of biscuits consumed at a time. Table 2.29 Cross tabulation taste and number of biscuits consumed at a time. Taste Number of biscuits consumed at a time. 2 biscuits 5 biscuits 5-7 biscuits one packet : Best 18 77 51 37 Good 7 55 12 16 Normal 2 8 9 0 Bad 0 1 2 0 Total 27 141 74 53

Total 183 90 19 3 295

Table 2.30 chi square test for taste and number of biscuits consumed at a time. Degrees of freedom 9 9 1

Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases

Value 21.264a 24.849 1.921 295

Significance .012 .003 .166

Inference From the table we can interpret that since the obtained value .012 is lesser than 0.05 So, the H0 value is rejected and the H1 value is accepted. Therefore : taste affect number of biscuits consumed at a time.

2.3.17To find the relationship between choosing the brand and level of satisfaction. Cross Tabulation and chi square test is used to find the relationship Ho there is no significant relationship between choosing the brand and level of satisfaction. H1: there is significant relationship between choosing the brand and level of satisfaction.

Table 2.31 Cross tabulation choosing the brand and level of satisfaction. level of satisfaction Selection of brand of biscuits highly satisfied satisfied britannia 68 118 Parle 17 18 Itc 11 21 Others 1 2 Total 97 159

neutral 21 4 4 0 29

dissatisfied 6 0 0 0 6

Total 213 39 36 3 291

Table 2.32 chi square test choosing the brand and level of satisfaction. . Degrees of freedom 9 9 1

Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases Inference

Value 4.696a 6.456 .619 291

significance .010 .694 .431

From the table we can interpret that since the obtained value .010 is lesser than 0.05 So, the H0 value is rejected and the H1 value is accepted. Therefore : there is significant relationship between choosing the brand and level of satisfaction.

2.3.1.18 To find the relationship between factor influence and price Cross Tabulation and chi square test is used to find the relationship Ho there is no significant relationship between factors influence and price H1: there is significant relationship between factors influence and price

Table 2.33 Cross tabulation factor influence and price

Factors influence

Price best Price 41 Taste 90 package 25 quality 36 availabilit 1 y Total 193

good 10 36 3 16 3 68

normal 0 24 1 5 2 32

Bad 1 1 1 0 0 3

Total 52 151 30 57 6 296

Table 2.34 chi square test for factor influence and price

Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases

Value 27.701a 33.235 1.426 296

Degrees of freedom 12 12 1

Significance .006 .001 .232

Inference From the table we can interpret that since the obtained value .006 is lesser than 0.05 So, the H0 value is rejected and the H1 value is accepted. Therefore :. : ther is significant relationship between factors influence and price

2.3.19 To find the relationship between factor influence and taste Cross Tabulation and chi square test is used to find the relationship Ho there is no significant relationship between factors influence and taste H1: there is significant relationship between factors influence and taste

Table 2.35 Cross tabulation factor influence and taste Factors influence Taste best price 38 taste 93 package 21 quality 31 availabilit 1 y Total 184

good 11 49 9 18 3 90

normal 3 7 0 7 2 19

Bad 0 2 0 1 0 3

Total 52 151 30 57 6 296

Table 2.36 chi square test for factor influence and taste Degrees of freedom 12 12 1

Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases

Value 20.185a 19.788 7.254 296

significance .064 .071 .007

Inference From the table we can interpret that since the obtained value .006 is lesser than 0.05 So, the H0 value is rejected and the H1 value is accepted. Therefore :. : ther is significant relationship between factors influence and taste

2.3.20 TO test weather there is a relationship between age group of consumers and satisfaction level. ANOVA is used to find the relationship

Ho there is no significant relation between age group of consumers and satisfaction level. H1: there is significant relation between age group of consumers and satisfaction level. Table 2.37 Anova for age group of consumers and satisfaction level.

Between Groups Within Groups Total

Sum Squares .634 142.077 142.711

Degrees of of freedom Mean Square F value 3 .211 .431 290 293 .490

Significa nce .031

Inference From the table we can interpret that since the obtained value .031 is lesser than 0.05 So, the H0 value is rejected and the H1 value is accepted. Therefore : there is significant relation between age group of consumers and satisfaction level. 2.3.21TO test weather there is a between age group of consumers and attractiveness ads. ANOVA is used to find the relationship Ho there is no significant relation between age group of consumers and attractiveness. H1: there is significant relation between age group of consumers and attractiveness of ads. Table 2.38 Anova for age group of consumers and attractiveness of ads

Between Groups Within Groups Total

Sum Squares .467 139.945 140.412

Degrees of of freedom Mean Square F value 3 .156 .293 263 266 .532

Significa nce .031

Inference From the table we can interpret that since the obtained value .031 is greater than 0.05 So, the H0 value is accepted and the H1 value is rejected. Therefore : there is significant relation between age group of consumers and attractiveness of ads. 2.3.22To test whether there correlation between age and factors which influence them to choose the brand of biscuits

correlation is used to find the relationship Ho: There is no correlation between age and factors which influence them to choose the brand of biscuits H1: There is a correlation between age and factors which influence them to choose the brand of biscuits . Table 2.39 correlation for age group of consumers and factors which influence them to choose the brand of biscuits

Pearson Correlation Sig. (2-tailed) N Fators Pearson Influn Correlation ceing Sig. (2-tailed) N

age

age 1

Fators influncei ng .849 .011 296 1

296 .849 .011 296

296

inference From the table we have analyzed that since the obtained value .011 is less than 0.05 So, the H1 value is accepted and the Ho value is rejected. Therefore ,There is a correlation between age and factors which influence them to the brand of biscuits 2.3.23 To test whether there is a correlation between age and influencers brand of biscuits Correlation is used to find the relationship Ho: there is no correlation between age and influencers to buy the brand of biscuits H1: there is a correlation between age and influencers to buy the brand of biscuits Table 2.40 correlation for age group of consumers and influencers to buy the brand of biscuits to buy the

age

Pearson Correlation Sig. (2-tailed) N Influe Pearson ncers Correlation to buy Sig. (2-tailed) N Inference

age 1

Influncer s to buy .496 .040 294 1

296 .496 .040 294

294

From the table we can interpret that since the obtained value .040 is lesser than 0.05 So, the H0 value is rejected and the H1 value is accepted. Therefore a correlation between age and influencers to buy the brand of biscuits

2.3.24 To test whether there is a correlation between taste factor and selection of the brand of biscuits correlation is used to find the relationship Ho: there is no correlation between taste factor and selection of the brand of biscuits H1: there is a correlation between taste factor and selection of the brand of biscuits Table 2.41 correlation for taste factor and selection of the brand of biscuits

Selcti Pearson on of Correlation brand Sig. (2-tailed) N taste Pearson Correlation Sig. (2-tailed) N

Selection of brand Taste 1 .018 .760 292 1

292 .018 .760 292

296

Inference From the table we can interpret that since the obtained value .760 is greater than 0.05 So, the H0 value is accepted and the H0 value is rejected. Therefore there is no correlation between taste factor and selection of the brand of biscuits. 2.3.25To test whether there is a correlation between taste factor and age correlation is used to find the relationship Ho: there is no a correlation between taste factor and age H1: there is a correlation between taste factor and age Table 2.42 correlation for taste factor and age

Taste Pearson Correlation Sig. (2-tailed) N age Pearson Correlation Sig. (2-tailed) N

Taste 1

Age .669 .025 296 1

296 .669 .025 296

296

Inference From the table we can interpret that since the obtained value .025 is lesser than 0.05 So, the H0 value is rejected and the H1 value is accepted. Therefore there is a correlation between taste factor and age.

2.3.26Frequency table of different types of biscuits used by consumer from BRITANNIA Table :2.43 frequency for different type of biscuits from Britannia

Valid

Britannia Gold Britannia Tiger Britania 50-50 Britanniamilk bikies BritanniaGood Day Britannia Time Pass Britannia Nutrichoice Britannia treat Total System

Frequency Percent Marie 79 22.4 13 8 22 45 16 8 44 235 117 352 3.7 2.3 6.3 12.8 4.5 2.3 12.5 66.8 33.2 100.0

Valid Percent 33.6 5.5 3.4 9.4 19.1 6.8 3.4 18.7 100.0

Cumulative Percent 33.6 39.1 42.6 51.9 71.1 77.9 81.3 100.0

Total Inference

The table we can interpret that consumers (33.6%).

BRITANNIA MARIE GOLD is highly preferred by the

CHAPTER 3 3.1 FINDINGS 72% respondents are highly satisfied with the products offered by Britannia. The brand has great position in the minds of customers which have reflected in their consumption.

45% of consumers having a income level of >30000 are highly satisfied with their selected brand of biscuits, other income level consumers are not fully satisfied with selection of brands.

36% of consumers under age group 20-30 having higher level of satisfaction compared to other age group .

21% of the consumers have rated best for Britannia products for its quality , 28% of the consumers rated best for Parle for its quality .43% of the consumers have rated best for ITC products for is quality.

60% of the respondents are highly attracted through television. 42% of the consumers 3-5 times have noticed the Britannia advertisements , 48% of the consumers 3-5 times have noticed Parle advertisements, 46% of the consumers 3-5 times have noticed the ITC advertisements.

62% rate Britannia as their second alternative choice of biscuit brand. 27% of non users not selecting Britannia due to high price,12% of non users not selecting Britannia due to low taste, 60% of non users not selecting Britannia due to non availability.

72% of the consumer rated television advertisement to be more informative. 86% of the consumers rated television ads to be more reliable. 31.6% consumers are highly satisfied with selection of brand Britannia,48% of consumers are highly satisfied with selection of ,Parle. 30.5% of consumers are highly satisfied with selection of ,ITC..

Satisfaction level of the consumers varies between age groups. The age group >40 years are influenced by quality and availability at the time of purchase , age group 20-30 are influenced by taste.

3.2 SUGESSTIONS Considering the facts of having a very high market presents for BRITANNIA ,the other brands like Parle ,ITC etc are growing rapidly .So the company should improve the supply and distribution network. . Increase advertisement campaigns. Increase Electronic media usage for the awareness programs. Establishment of Hoardings in rural areas also. The consumers feel that the availability of product near their door steps is low to avoid this factor a stock flow should be stabilized in Gumidipoondi area . Different sales promotion technique like gift /price cut off can be used as means to achieve the attention and interest of consumers. Must focus on customer feedback, which results in customer satisfaction and it lead to recommend product.

3.3 CONCLUSION
Indian Biscuit industry is a potentially growing segment with a constant and regular increase in number of players and turnover. Britannia is a renowned company with a strong good will, high reputation and a large number of satisfied and loyal consumers.

The study helped me in determining the social and individuals opinion on the products and market leadership of different biscuit brands including playing in the market. Also the study tried to find out the factors affecting consumer buying behavior in Gumidipoondi.

The position of Britannia with respect to market presence and sales where ascertained from the collected data. The study also helped to determine the consumers preference for various brands. The research yield many findings which will be auxiliary in restructuring marketing activities for Britannia in Gumidipoondi. The inferences and interpretations drawn from the analysis of data where used to arrive the recommendations which were the ultimate objective of the project. .Finally these recommendations were put forward to the company as a means to enhance the sales of the Britannia in Gumidipoondi .

ANNEXURE NO:______________ Dear sir/Madam, This questionnaire is part of a market study being conducted by me. The aim of the study is to analyze Market study Of Britannia product in Gumidipoondi. Any information provided would be used only for academic purpose.

Customer name ____________________________________________________ Address Contact No Age Marital status Education Occupation ____________________________________________________ ____________________________________________________ _____________ yrs Married Unmarried

__________________________________________ Private Company Govt. company Housewife Public company Business Others (specify)__________ 10,000 20,000 30,000

Monthly Income:

- Rs. 5,000 - Rs 11,000 - Rs 21,000

- Rs 30,000 above Family size : (in no.) Children (below 12yrs) Others

1.

Name the brand of biscuits that you consume ? Britannia ITC (Sun feast) price package taste quality availability Parle G Others(secify)____________

2. Which factor that influence you to choose this brand?

3.

Please rate the factors for your most prefred brand of biscuits

BEST PRICE QUALITY TASTE CRISPY PACKAGING AVAILABILITY 4.

GOOD

NORMAL

BAD

WORST

How long do you consume this brand of biscuits? <1year 3-5 years daily twise a week <50 50-100 100-150 1-3 years more than 5 years weekly once monthly >150

5. How offen do you consume this brand of biscuits?

6. How much do you spend (in Rupees) for consuming the brand of biscuits per month? 7. On what occasion do you buy this brand of biscuits ? when need arise shoping petty shops children super market arival of guest others (specify)_____________ retail shops others (specify)___________ others (specify) ___________

8. From where do you buy the buiscuits ? 9. Who influence you to buy this brand? family relatives & friends

10. How many biscuits do you consume at a time? 2 biscuits 5 biscuits 5-7 biscuits one full packet

11.Do you agree that the availability of your brand of buiscuits are nearer to your location? yes no

12.If no how long do you go for acquiring the busicuits?

1/2km

1km 2kms

more than 2kms

13. Have you seen the Britannia ads? Yes no

14. If yes from which media have you seen? television postures magazines others (specify) __________

15.How many times you encounter Britannia ads per day? <3 times 3-5 times 5-7times >7times 16.Effectiveness of Britannia ads : Highlysatisfied Attractiveness Informative Creativity reliable 17.Are you satisfied with choosing the brand of biscuits? highly satisfied satisfied neutral For non users of Britannia: 18. Have you consumed the Britannia products earlier? yes no dissatisfied highly dissatisfied satisfied netural dissatisfied highly dissatisfid

19. If yes, reasons for shifting from Britannia products?

 price taste availability

others.(specify)_____________

20. If no, are you aware of various products from Britannia? Yes no

21.For what reason you are not choosing the Britannia products? high price non availability low taste others(specify)_______

22.Rate the position of Britannia as alternate choice of your brand. one two three four

23.If Britannia product fulfill your expectation will you buy britannia? definetly buy probe to buy not sure probe not to buy

definetly not to buy For Britannia users: 24.Which type of biscuits do you like most? tea biscuits cream biscuits cookies others(specify)________ 25.Which varieties of the britannia biscuits have you consumed the most? Britannia marie gold britannia tiger britannia50-50 britannia milk bikies britannia good day britannia timwe pass britannia nutrichoise Britannia treat 26. Do you agree that Britannia products are fulfilling your expectation?

Yes

no

27.if no what do you expect in change in Britannia? price gift quantity taste

28.What improvements would you suggest for the Britannia Brand? ______________________________________________________________ ______________________________________________________________

Date: Place: Signature