Vijay Project

A STUDY ON CONSUMER BUYING BEAVIOR TOWARDS HALDIRAMS PRODUCTS
H - OUR HEROS ARE OUR CUSTOMER

A - OUR AIMS CUSTOMER SATISFACTION
L - OUR LOVER OUR WORK
D - OUR DELIGHTFUL CUSTOMERS SMILING FACE
I - OUR INSTITUTION OUR HOME
R - OUR RESOURCES DEDICATED PROFESSIONALS
A - OUR ATTITUDE ALWAYS POSITIVE
M - OUR MENU ALL TO YOUR TASTE
S - OUR STRENGTH IS QUALITY
SRI VENKATESHWARA B.B.M COLLEGE ,RAICHUR
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CHAPTER= 1
INTRODUCTION
Consumer or buyer is the central figure of all marketing activities. The
ultimate objective of marketing strategy is to provide marketing mix to bring
about desired response from the customers, Therefore, the study of
consumer or buyer behavior is the basis for marketing plans and policies.
The mind decides and body acts but what goes on in the mind of a
consumer is difficult to understand . This mind is a Black Box wherein
several influence operate to decide his buying patterns with regard to a
product service. The marketer need to create negative or favorable
orientation in the mind of consumers.
An attitude describes a persons enduring favorable or unfavorable
cognitive evaluations, emotional feelings, and action tendencies towards
some object or idea people have attitude toward almost everything :
religion, politics, clothes, music, food and so on. Attitudes put them into a
frame of mind of liking or disliking an object, moving toward or away from it.
Attitude lead people to behave in a fairly consistent way toward similar
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objects people do not have to interpret and react to every object in a fresh
way . Attitudes economize on energy and thought. For this reason, attitude
are very difficult to change . A persons attitudes settle into a consistent
pattern, and to change a single attitude may require major adjustments in
other attitudes.
Appropriate advertising and publicity program may be
necessary to create or change the consumers attitude. Thus a company

would attitude. Thus a company would be well advised to fit its products
into existing attitudes rather than try to change peoples attitudes. These
are exceptions, of course, where the great cost of trying to change attitudes
might pay off.
We can now appreciate the many forces acting on
consumer behavior. A persons purchase choice is the result of the
complex interplay of cultural, Social, personal and psychological factors.
Many of these factors cannot be influenced by the
marketer. They are useful however, in identifying the buyers who might
have the most interest in the product other factors are subject to marketer
influence and clue the marketer on how to develop product, price, place
and promotion to attract strong consumer response.
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CHAPTER= 2
REASERCH AND METHODOLOGY
NEED FOR THE STUDY

The team consumers behavior refers to the behavior that consumers
display in searching for, purchasing, using, evaluation and disposing of
product and services that they expect, will satisfy their needs
Consumers are highly complex individuals, subject to a variety of
psychological and sociological needs apart from their survival needs.
Present day consumers have wide range of transportation needs and they
take decision on how to speed their available resources such as time,
money and effort on the modes and means of transportation.
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A research design is purely and simply the framework or plan for a study
that guides the collection and analysis of data the required regarding the project
work were collected through a questionnaire were attended.
1) Place of the study

The survey was carried out in Raichur city. The retailers and consumers
were surveyed for their opinion regarding the Haldiram products.
2) Period of the study:

The period of the study was 30 days in which various retailers and
consumers contacted for it.
3) Types of data:
The study required the correction of both types of data i.e.
Primary data
Secondary data
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Primary data:
Primary data was collected from the consumers and retailers using the
questionnaire method.
Secondary data:
Regarding related aspects of study, facts, figures etc.
4) Tools for primary data collection:

Structured questionnaire for retailers as well as consumers. Based on
objectives, questionnaire was drawn up for obtaining the ideas, feeling, suggestions
added with interviewers of retailers and consumers.
5) Tools for secondary data collection:

Secondary data for the study was collected from questionnaire records.
6) Plan of analysis:
Data collected through structured questionnaire were analyzed step-by step,
in the following manner:
a) The entire questionnaire were processed and edited as per the objectives
of the study.
b) The data was then tabulated and the respondents were classified in
respects of age, occupation etc., then the findings were recorded.
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Objective of the study

To understand the consumer behavior towards Haldiram consumer of
Haldiram products in the post buying period.
To find out the awareness levels of the consumers regarding the
number of brands that are available in the market.
To find out the important factors influencing the purchase decision of
buyers.
To find out the post-purchase behavior of the consumers about
product and the brand.
To access the brand awareness level for the selected brand under
study.
To analysis the competition environment in the market
To analysis the reason why the attitude of the consumer shifting to
this other products
To seek suggestion and opinion from consumer regarding the
improvement.
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SCOPE OF THE STUDY
The study is a step towards obtaining relevant information from the

consumer about their behavior towards Haldiram. This study is restricted to
consumer and dealers in Raichur city, all the consumer were personally
interviewed and their behavior towards Haldriam recorded. As it was
impossible to meet all the consumer,. A set of 50 consumer in Raichur city
were selected and interviewed.
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LIMITATION OF THE STUDY
Consumer may not always follow that they have stated n their
response. Thus the degree of reliability of response cannot always be
taken accurate and around. The study is constrained with certain limitation.
1. Size of the sample in small

2. The period of study is limited
3. Some respondents were unable to respond questionnaire due to their
buys schedule
4. This study restricted to selected area Raichur
5. Researcher was unable to collect complete secondary data from the
department.
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CHAPTER= 3
CONCEPTUAL FRAME WORK
Consumer Behavior towards Haldirams Products :

Consumer Behavior is the pattern of response of buyers to marketing
offer of a firm. it refers to the process as to how consumers make the
purchase decisions. It is concerned with
Who is the Customer ?

What do Customers buy ?
When do Customers buy ?
How do Customers buy ?
From where do Customers buy ?
Why do Customers buy ?
It is defined as all the psychological, social and physical behavior of
potential customers as they become aware of, evaluate, purchase,
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consume and tell others about the products or services. Thus, consumer
Behavior is concerned with :
(i) Forces influencing consumers actions and reactions.

(ii) Consumer purchase decisions process.
Who is the Customer ?

Customer is a person one who buys product of a particular company,
according to his or her taste. The Customers of Haldirams Products are of
all age group such as children , teenagers, adults, etc.,
What do Customers buy ?

Customer buy according to their taste and desire to satisfy their
needs like Childrens and teenagers buy more of Haldirams, Cookies and
Namkeens such as Taka-taka, halke-Fulke, and Adults prefer more Sweets
and Namkeens like Kaju masala, Dryfruit mix, Panchratan Mix etc.
When do Customers buy ?
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Customer of Haldirams purchases the variety of products to satisfy

their daily wants like : Haldirams sweets are purchased on the occasion
and the customers also purchases the variety of gift boxes which they can
present
it to their relatives and friends according to their taste on
occasions.
How do Customers buy ?

The Customers of Haldirams products has provided a facility to
purchase either on the cash/credit basis.
From where do Customers buy ?

Now-a-days customer of haldirams products need not move 10-15
kms to purchase the products because we can find many dealers of
Haldirams products in one place or another. They can purchase either from
the dealers available or from the Stationary shop and Bakerys.1.3
Determinants of Consumers Buying Behavior A marketer is always
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interested to know how consumers respond to various marketing stimuliproduct, price, place and promotion and other stimuli i.e., buyers
environment - economics, technological, and cultural.
The marketer studies the relationship between marketing stimuli and

consumer response. These stimuli pass through buyers box which
produces the buyers response. The buyer is considered as a Black Box,
because his mind cannot be imagined, as to his buying decision. The
buying decision depends on his attitude, preferences, feelings etc.
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The buyer behavior is influenced by several factors and forces, briefly

outlined below :
A) Psychological Factors :
Human behavior is the outcome of his/her mental process and is goal
oriented. The working of mind can be explained in terms of motivation,
perception, learning, attitude, personality and self concept.
1) Motivation:
Every action of a person seeks to satisfy certain need. A stimulated
need becomes motive. The intensified need compels an individual act for
its satisfaction. According to its intensity and urgency, a want becomes
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need, drive and urge, triggering human being into action. Some needs are
instinctive or biological and some are psychological
2) Perception:
Human behavior is determined by ones perception. We see, hear,
listen and feel the external stimuli through the five sense organs; organize
the information and make meaning out of it. This process of interpreting
stimuli called perception. Perception is determined by the psychological
conditions and socio cultural environment. Perception depends not only on
the ability of sense organs but also on a persons needs, mind set, span of
apprehension and self -image.
3) Learning:
Learning means the changes in behavior of person due to previous
experiences. Most of consumer behavior is learnt by earlier experiences.
Learning theory helps us in understanding brand loyalty and patronizing
a firm concept.
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4) Attitude and Beliefs:

Attitude is mental predisposition or orientation which determines
behavior pattern with regard to an object or idea.. It consists of cognitive
evaluation, emotional feelings, set of beliefs and action tendency towards
some thing or idea. It can be positive or negative feeling towards a product,
service or brand. Beliefs are views and convictions held by a person with
regard to an object or idea. Attitudes and beliefs are formed as a result of
past experiences or through their reference groups such as family, social
and work groups. The successful marketing effort aims at creating
favorable attitude of customers for his products and services. Therefore, it
is necessary to understand how the
attitudes are formed, measured and changed. It is difficult to measure

attitude and still more difficult to change attitude of people. Appropriate
advertising and publicity programmers may be necessary to create or
change the consumers attitude. Yet it is easier to create attitude rather than
to change existing one. We may have to find out consumer attitude by
conducting attitude research and change the product to match these
attitude.
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5) Personality and Self-concept :

Personality of an individual refers to his personal traits and qualities
which determine his behavior. The personality is made up of qualities
possessed by a person like self-confidence, boldness or shyness,
creativity, friendliness, adaptability etc. Personality of consumer has
influence on his brand preferences and choice of product. Personality
creates an image or unique identity of an individual which determines his
self-concept or self-image. Self concept implies what one thinks of .himself.
Self concept has two dimension: (1) actual
self-concept and (2) ideal self-concept (i.e. what he wishes to see himself).
The consumer buys such items which fit with his self-concept. Advertising
campaign which appeals to prestige or status are based on the idea of selfconcept of customers)
B. Sociological Determinants of Buyer Behavior :
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Human being is a social animal and his perceptions, behavior and

attitudes are greatly influenced and shaped by social factors viz, family,
reference group, social Class, occupation, culture and life-style.
1) Family :
Family is a powerful social group having influence on purchase
decisions of not only an individual but also of his family members. The
family structure, size, traditional culture, shapes the attitude, personality,
and life style of its members and thereby determines a persons brand
preferences and marketing behavior. Family itself constitutes a purchasing
unit. It is generally the housewife who decides about
household purchases, cosmetics, clothing, jewelleries, interior decoration

etc. The children too act as initial influencer and user for spons articles,
recreation facilities etc. The buying behavior of small families differ from
that of large joint families .Family life cycles also influence expenditure
pattern. One may observe that with advancement in age, a persons tastes
and likings too undergo a change, resulting in shifts in consumption habits.
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As children get married and start living separately, family grows old and
there is perceptible change in spending quantum and quality.
2) Reference Group:
Every individual associates or wishes to associate with one or other
social or professional group. It gives him sense of identity, stability and
security. A reference group may be a social or professional group of people
which influences a persons attitude, beliefs and behavior. Such groups are
family, sports club, professional body, trade union, religious group, clubs,
friends circle etc. Every member has to conform to the
standards or norms of his group. His purchases are in conformity with

group standard. There are in every group some people who constitute peer
or opinion leaders and their style is adopted by others. Therefore,
marketers try to contact and impress upon these opinion leaders to
popularize their product. The group has influence on their members
attitudes and self image. The group influence is strong in respect of
luxuries and shopping goods /brands.
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3) Social Class :
Society is organized in different levels of status classes. These social
classes are characterized by their income, education, occupation and
neighborhood of residence. The people are placed in broad classes viz,
upper, middle and lower classes. Upper class consists of the landlords, rich
industrialists, top executives and professionals. They are educated and
aristocratf. They expect products of high quality irrespective of cost. They
patronise shops. They have snob appeal of a product. They perceive
prestige and status symbol in their purchases.
Middle class consists of professionals like lawyers, doctors, businessmen

and industrialists of medium scale units. They arc educated and driven by
ambition to grow. They buy items to show their status in their society. They
live well. The lower middle class is constituted by teachers, technicians,
officers, small businessmen etc. Lower class is composed of factory
workers, petty service people who are not well educated and have low
income. The social classes create brand preferences in the area of
clothing, home furnishing, automobiles etc.
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4) Occupation Group :
The occupation or profession of a person has bearing on his
purchase decisions. The life-style and purchase considerations differ
according to occupations. Buying behavior or a lawyer can be easily
differentiated from that of a teacher. The company can bring out varied
designs to suit different occupational group.
5) Culture :
Culture is a way of life and social heritage. It consists of unique set of
attitudes, beliefs, customs, traditions, dress and philosophy. The culture
determines our behavior pattern. A culture may consist of sub-cultures. A
sub-culture is a group of people sharing common values, religion and way
of life. For instance, Indian culture is well-known for diversity based on
religions, castes, creeds, languages and provinces (regions). The firms
bring out products and services in conformity with culture of the people.
The advertising appeal and the marketing communication sh0uld match
with cultural norms. The nationality, religion, race or language of marketer
can play an
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important role in determining favorable or unfavorable response to a

product or a store. Marketers exploit cultural forces to push their products
or ideas.
6) Life Style :
Life style means a persons pattern of living as expressed in his/her
activities, interests and opinions. It determines his/her interaction with the
society. Life style of consumers can be measured by technique called
psychographics. Marketer may design programmers to suit the life-style of
customers.
C. Economic Factors (Determinants) :

The purpose of demand creation activities requires not only
intensifying the desire of a person to go in for a brand but also to give him
buying power which translates desire into actual purchase. The buying
power depends on economic factors such as (1) Personal income (2)
Family income (3) Savings (4) Level of standard of living :
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(1) Personal income :

Gross income of a person is composed of disposable income and
discretionary income. The disposable personal income is the
balance remaining after subtracting taxes and compulsory deductions

(such as debts) from gross income. When disposable income rises, the
expenditures on various items will go up. Fall in disposable income,
reduces consumer spending. The discretionary income is the income
remaining after meeting basic necessities of life. This income is available
for buying shopping goods, durables, and luxuries. The rise in this income
raises standard of living.
2) Family income :
Since an individual is a part of his family, it is the aggregate income
of all members of the family which determines the buying power of an
individual.
The surplus income in the entire family after deducting expenditure

on basic needs of the family is made available for buying durables .Even
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family consumption pattern is subject to Angels law which says that as

family income rises the percentage of expenditure on
food stuff falls and expenditure of comforts and luxuries increases. The size
and life style of the family also have impact on family buying behavior.
3) Savings :
Where a consumer decides to increase his savings, his spending on
consumer durables will decrease and appropriation towards profitable
investment opportunities will increase.
4) Standard of Living :
Standard of living refers to the goods and services a person is has
situated to use. Rising income improves standard of living. However, fall in
income does not result in lowering of persons standard of living.
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CHAPTER= 4
COMPANY PROFILE
Haldirams
Nagpur,
name
synonymous
with
tradition
uncompromising quality, great taste and proudly associated with Indian

Sweets and Namkeens for over 6 decades. In its endless thrust to make
available Indian Sweets and Namkeens globally, the company diversified
into several new products and has come out in the global markets with the
brand name MOPLEEX having impressive range of products with
traditional taste.
Marching Ahead For A Global Presence

Sweet and Salt are as diametrically opposite to each other as North
pole and South Pole but they perform wonders when used on the taste
buds, this delicate use of both the tastes in Mithais (Sweet Meat) and
Namkeens (Salty Snacks) has made Haldirams undisputed leader of the
sweet industry. Haldirams synonymous with sweet meat as Cadbury is to
Chocolates. By default Haldirams can be termed as
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Taste of Tradition. From a humble beginning in Bikaner in 1937

Haldiram;s have grown phenomenally and are today an internationally
renowned sweet me at manufacturer with chain of restaurants and is also
on the verge of starting amusement parks. It is the flag bearer of the
traditional Indian sweet, Haldirams was started by Shri Gangabisanji
Agrawal alias Haldiram Agrawal, who is the grandfather of Shri Shivkisan
Agrawal, the man responsible for the successes and fame of Haldirams he
has made the brand a household name in India. Haldirams products
inherits the Matchless quality, Zero impurity and world class packaging,
efficient distribution network are the hallmark of each and every Haldirams
Product and to top it up the trump card of reasonable prices and efficient
marketing strategy and the key to success.
Headquartered at Nagpur (M.S.) India. The management at

Haldirams is quality conscious no doubt Shri Shivkisan Agrawal always
believe in superior input superior output. It has regional offices at
Mumbai. Bangalore and Chennai. It is a member of the SFA (Snacks Food

Associations of America) & ESA (European Snacks Food Association). The
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company has won prestigious International Food award from TROFEO

International Alimentocian of Barcelona Spain in 1999. The company has
ISO:9001-2000 certification and HACCP certification by Det Norske
VERITAS of Netherlands.
HALDIRAMS GROUP IN A NUTSHELL :

PRODUCTS : Sky is the limit for Haldirams and its product range. The
sweet meat range consists of the famous Kaju Katli, Bengali Rasgulla,
Cham Cham, Gulab Jamun, Raj Bhog, Kesar Anguri to name a few. The
Namkeen (Salty range) consists of the famous Bikaneri Sev, Aloo Bhujia,
Moong Dal, Khatta Mittha, Classic Dal, Cornflakes, Potato Chips, Moth and
variety of Papads. Soft drinks (Sharbats) the range includes exciting
flavours like the Royal Badam, Rose Squash, Orange Squash, Khus
Squash & Thandai which serves as energy supplements
and coolants, In addition Haldirams enjoys a strong market share in

Processed Milk, Bakery and Ice Creams.
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EXPORT : Haldirams footprints are present in more than 16 countries such

as UK, USA, Canada, Australia, Europe, Singapore, Malaysia, Srilanka,
The Middle East and Arab Countries.
FUTURE PLAN : Plan are the pipeline to export Food Products under the
Mopleez brand name with and expanded product base.
CHAIN OF RESTAURANTS : The group is having exclusive Chain of

Restaurants like Abhinandan, Hot Spot, Thaath Baat, and Planet
Food and is also starting an amusement park in the near future.
MOTTO : Superior Input Superior Output.Authentic Haldirams Delights

Guaranteed Fresh :
Our items come specially packed from the Original Haldirams of Delhi superior taste and superior quality, the only Haldiram approved by the US
FDA (Food and Drug Administration). At Haldirams, Quality is our
obsession and this sprit to provide Quality Products has given us a cutting
28 | P A G E
edge to prevail over our competitors. The traditional Indian Sweet-Maker

from a very small set up has transformed into a full fledged processing food
industry and taking its wares beyond the domestic frontiers to the Western
World. Enjoyed and trusted by a million Indian families and overseas, our
salty snacks and scrumptious sweets, meet international standards of
hygiene and freshness. Our delightful delicacies tempt the people all over
the world to share this exotic Indian treat. Our product ranges from Tasty
and Nutritious Namkeens, Delicious Sweets, Refreshing Syrups to Crunchy
and crispy Papads.For the festival season, send 123Greetings
Indian Sweets and Snacks :

India, more than in any other country in the world, has a colorful and
diverse range of food and tastes to offer. For centuries, Indian food and
spices have been known far and wide for their authentic taste and rich
quality. India has a variety of dishes, be it North Indian food or South Indian
food, that use spices and herbs such as coriander, ginger, garlic, cinnamon,
29 | P A G E
cardamoms, cloves, aniseed and asafetida - that are used in different

combinations and flavors to enhance the pleasure of a meal.
Traditional Indian Sweets :

While Indians are great lovers of food, their second love without a
doubt, is the love for traditional Indian sweets and Indian beverages. India
is a country of sweets, and Indians, if they can afford, would like to have
sweets with almost every meal. Each region has its own specialties.
Basically, various regional recipes are only different forms of rice puddings,
milk puddings, vegetables & fruits dipped in sweet syrup.
Besides, there are a variety of milk-based Barfis and pastries. These are
decorated with raisins, almonds, pistachio and the like. Various
combinations of all the above delicacies offer hundreds of varieties of
Indian traditional sweets to choose from. Most Indian sweets are made by
boiling down milk to remove the moisture. It is called khoa. Adding butter,
sugar and many other flavours, these are turned into barfi, malai, kheer,
rasgulla and sandesh. In North India, lassi is the most popular drink may it
be sweet or salty, made from yoghurt. The south and the west offer fresh
30 | P A G E
coconut. Special and typical sweets that come from Bengal are Sandesh
and Rasgullas, made in different ways from cottage Cheese. One notable
exception of Bengali sweets is misti doi (sweetened yogurt), in terms of the
fact that Bengali cuisine is the only Indian cuisine where plain yogurt is
missing. Some very popular Indian sweets are :- Kheer, Halwa (pudding),
Rasgulla (spongy cheese balls, dipped in sugar syrup), Gulabjamun,
Rasmalai, Sandesh and many more. Kulfi, a creamy preparation of frozen
milk and sugar, is the
Indian version of ice-cream and is extremely popular with the old as well as
the new generation.
Indian Refreshments and Snacks :

The variety of refreshments available in India is as diverse as the
country itself. Each region has its typical and local specialty but some
common features are that they are usually spicy, easily available, and
inexpensive!! The most popular and commonly known is chat - a spicy mix
of different ingredients, topped with tangy chutneys (sauce). Indians are
31 | P A G E
very fond of chat and it is available across the country in one form or other.
Bhel puri is type of chat famous in Mumbai. Similar chats such as Sev
Puri, Chana Masala are available across the country. Some other well
known snacks which can be savoured are: Samosa Pakoras Alu Tikki
Kachori (very common in Uttar Pradesh) Pao Bhaji(very common in
Maharashtra) Gol Gappa Dhokla (very common in Gujarat). Samosas
and pakoras are mostly enjoyed with a cup of hot Indian tea in the
company of friends and family. To relish
these snacks, one should develop the taste for thembut once you do, you
want them again and again and again..
Because of the importance of sweets, charts and snacks competition in the

branded sweets, snacks and charts has started and Haldirams is one of
the major players in these areas. With very less competition and good
quality it is a market leader. As new players are entering into food market it
is very much important to know whether the customers are satisfied with
Haldirams products.
32 | P A G E
Quality Policy :
We at HALDIRAM FOODS INTERNATIONAL LTD.,NAGPUR. Are
committed to manufacture variety of Sweets (Sweetmeats), Namkeens
(Savories), Pasta & 3 - D Snacks (Extruded Foods)to the Complete
satisfaction of our Domestic & International Customers with regard to
Quality & Food Safety.
We shall strive to provide world class quality products by :

a) Utilizing hygienic, safe and premium quality ingredient and material.
b) Adhering to good manufacturing and hygienic practices.
We are committed to continually improve all our activities to enhance

customer satisfaction, organizational performance and market leadership.
We shall comply with statutory, regulatory requirements and
all our actions would be planned and executed to fulfill this policy
consistently through to dedicated involvement of all employee.
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Our Exports :
Around 20 million ethnic Indians spread in over a number of countries
around the world and we have started our export of sweets and snacks in
way back 1996 to reach the ethnic Indians abroad. We keep with us 50+
export worthy products and we are successfully exporting them to around
16 countries.
Our quality of products are backed with ISO - 9001 : 2000 and
HACCP Certification. 20+ imported machineries and new techniques of
manufacturing bases a true International look and helps us in meeting the
stringent quality norms adhering o International standards. We are
successfully exporting our
products to Export to (Countries) :Canada, Australia, Srilanka, Singapore,

Malaysia, South Africa, Indonesia, Qatar, Hongkong, Japan, Kenya, North
Korea, Nigeria, Mauritius, Zambi and Bharain.
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PRODUCT PROFILE
Savories or namkeens, as they are known, is where the Haldiram
stay began, it would interested we to know that Haldirams has a team of
experienced Bikaneri Namkeen makes who employ techniques that have
remained unchanged for over two hundred years. That too, using the most
high quality and original ingredients. So much so, that even the spices are
ground in special spice grinders to give you that original Bikaneri flavour
which no one else can deliver. Small wonder then that, they have managed
to capture a lions share of the market. And today Haldiram is a name
synonyoums with authenticity in the namkeens market. Haldirams Nagpur
has variety of Indian Snacks and Sweets taking care of quality and taste for
its Customer from around the world. All products are categorised as listed.
Namkeens
Sweets
Syrups
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Namkeens :
Alu Bhujia
Bhujia
Channa Nut
Khatta Mitha
Pancharatan Mixture
Bhel Puri
Sweets :
Badam Halwa
Gulbahar Tin
Orange Soan Papadi
Rasgulla
Soan Cake
Soan Papadi
Soan Papadi
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ALU BHUJIA
Product Description :
Spicy mint flavored, Extructed
potato Snack for all ages.
Ingredients : Potato , Bengal
Gram
Flour
Kheri
Gram( Moth) Flour , Peanut

Oil, Sago, Salt, Mint Flavour
Available In : 12gm, 30gm, 70gm, 160gm, 350gm, 1000gm
BHUJIA
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Bikaneri
famous
hot
-n-
spicy
extruded
fried indian snack.
Ingredients : Kheri ( Moth ) Gram
Flour , Peanut Oil , Bengal Gram
Flour Salt & Mix Spices
CHANNA NUT
A Tasty, Crispy, Spicy Treat Of Chana
& Peanut
Ingredients :Bengal Gram, Peanut Oil,
Peanut, Mix Spices, Salt & Citric Acid.
Available In : 160gm
KHATTA MITTHA
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Sweet - n - Salty mix of sago and rice

flakes.
Ingredients : Bengal Gram Flour, Rice
Flakes,
Split Bengal Gram, Peanut Oil, Sago, Peanut, Lentils, Mix Spices,
Salt, Sugar & Citric Acid
Available In : 12gm, 30gm, 70gm, 160gm, 350gm
BHEL PURI
PRODUCT DESCRIPTION : Bombay
Famous Sweet & Sour Snack Mix.
Ingredients : Bengal Gram Flour,
Puffed Rice, Bengal Gram Lentils,
Peanut, Wheat Flour, Vegetable Oil
Contain one or more of the following: Peanut & Palmoline Oil), Mix
Spices & Salt Chutneys contain - Red Chilli, Green Chilli, Tamarind,
Salt, Sugar, Citric Acid, Mix Spices, Sodium Benzoate & Acetic Acid
as a preservative.
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Available In : 160gm
Shelf Life : 4 months
Nutritional Info (Per Serving 100 g)
Protines : 8.56 g Fat : 35.4 g Carbohydrates : 46.86 g
Cholesterol : Absent
Cruid Fibra : 3.2 g
Calories : 544 Kcal
SWEETS
BADAM HALWA
Product
Description
Ideal
Gift,
delicious finale.
Ingredients : Sugar, Corn Starch,
Vegetable Oil,Cashew Nuts, Almonds,
Cardamom,
Tartaric Acid, Artificial Colours & Artificial Flavour
40 | P A G E
GULBAHAR TIN
Fried Milk dumpling in Syrup.
Ingredients : Milk , Sugar , Milk Fat &
Cardamom
Available In : 500gm, 800gm, 1000gm
ORANGE SOAN PAPDI

Crisp-kurkura crunchy sweet/ ideal
anytime before or after anything.
Ingredients : Sugar, Milk Fat , Bengal
Gram Flour, Wheat Flour, Cardamom,
Pistachio,
RASGULLA
41 | P A G E
Product Description : Soft Chhese

dumplings in Syrup.
Ingredients : Milk , Sugar , Water,
Rose Water & Contains Permitted
Class II
Available In : 500gm, 800gm, 1000gm, 4000gm
SOAN CAKE
Ingredients : Sugar, Milk Fat , Bengal

Gram
Flour,
Wheat
Flour,
Cardamom, Pistachio, Almond.

Available In : 100gm, 250gm, 500gm
42 | P A G E
SOAN PAPDI
Product Description : A light, crisp,
tasty sweet. Popular with one and all
for its cruncy-munchy feel and taste.
This light yellow sweet is lightly spiced
with Green cardamoms. The garnish
includes flakes of Almonds & Pistachios, whole Chiraunji & elon
Seeds.
Ingredients : Sugar, Vanaspati Ghee, Veg. Oil, Channa Flour, Wheat
Flour, Dry Fruits, Elaichi
CHAPTER= 5
DATA ANALYSIS AND INTERPRETATION
43 | P A G E
1. TABLE SHOWING THE OPINION ABOUT THE PRICING OF

HALDIRAMS
OPINION
NO OF
RESPONSE IN
SL NO
ABOUT PRICE
CUSTOMER
PERCENTAGE
1
High
10
20
2
Reasonable
30
60
3
Low
10
20
Total
50
100
The above findings lead to the inference that the 20% of the people
normally have a perception that Haldiram is priced higher then other and
another 60% perceives that the pricing is reasonable than other and the
reaming 20% of the users believes that the price is lower than others
44 | P A G E
100
90
80
70
60
HIGH
REASONABLE
50
LOW
TOTAL
40
30
20
10
0
NO OF CUSTOMER
RESPONSE IN PERCENTAGE
45 | P A G E
2. TABLE SHOWING THE OPINION OF THE CONSUMER

TOWARDS PURCHASE OF HALDIRAMS
OPINION ABOUT
NO OF
RESPONSE IN
CUSTOMER
28
15
05
02
PERCENTAGE
56
30
10
04
SL NO
1
2
3
4
CONSUMER
Daily
Once a week
Once a month
Once a fortnight
The above table is noted that 56% of the people will buy daily, 30%
of the people buy Haldiram once a week 10% of the people buy Haldiram
once a month and 40% of the people buy Haldiram once a fortnight.
46 | P A G E
30
25
20
15
DAILY
ONCE A WEEK
10
ONCE A MONTH
ONCE A FORTNIGHT
47 | P A G E
3. TABLE SHOWING THE OPINION OF RESPONDENTS

CUSTOMERS TOWARDS HALDIRAM
SL
NO
1
2
OPINION ABOUT
CUSTOMER
Satisfied
Not satisfied
Total
NO OF
RESPONSE IN
CUSTOMER
40
10
50
PERCENTAGE
80
20
100
The above table show that 80% of the consumer are satisfied with
Haldiram products and 20% of the consumer are not satisfied.
48 | P A G E
100
90
80
70
60
SATISFIED
NOT SATISFIED
50
TOTAL
40
30
20
10
0
NO OF CUSTOMER
49 | P A G E
4. TABLE SHOWING THE OPINION OF THE CUSTOMER TOWARDS

PACKAGING OF HALDIRAMS PRODUCTS
SL
OPINION ABOUT
NO OF
RESPONSE IN
NO
1
2
CUSTOMERS
Yes
No
Total
CUSTOMERS
35
15
50
PERCENTAGE
70
30
100
From the above table it is clear that 70% of customers are satisfied
with the packaging of Haldirams and 30% of the customers are not satisfied
with the packaging of Haldiram.
50 | P A G E
100
90
80
70
60
YES
NO
50
TOTAL
40
30
20
10
0
NO OF CUSTOMER
51 | P A G E
5. TABLE SHOWING AWARENESS OF HALDIRAMS IN

CUSTOMERS
NO OF
SOURCES OF
SL NO
RESPONSE IN
RESPONDENT
AWARENESS
1
2
3
4
Namkeens
Syrups
Sweets
Others
Total
PERCENTAGE
S
25
03
10
12
50
50
06
20
24
100
The above table is noted that 50% of the people are aware of
Namkeens only 6 % of the people are aware of syups paints and 44
% of the respondents are aware of other products.
52 | P A G E
100
90
80
70
60
NAMKEENS
SYRUPS
50
SWEETS
OTHERS
TOTAL
40
30
20
10
0
NO OF CUSTOMER
53 | P A G E
6. TABLE SHOWING THE SOURCES OF AWARENESS
NO OF
SL
SOURCES OF
NO
AWARENESS
RESPONSE IN
RESPONDENT
1
2
3
4
5
6
TV
Magazines
News Paper
Pamphlet
Wall posters
Others
PERCENTAGE
S
22
10
11
04
02
01
44
20
22
08
04
02
From the above table is noted that 44% of the people are
aware of Haldirams through T.V. Advertisements, 56 % of the
people are aware by magazines and others.
54 | P A G E
45
40
35
30
T.V
25
MAGAZINES
NEWS PAPER
PAMPHLET
20
WALL POSTERS
OTHERS
15
10
0
NO OF CUSTOMER
55 | P A G E
7. TABLE SHOWING THE OPINION OF RESPONDENTS

CUSTOMERS TOWARDS HALDIRAMS PRODUCTS.
NO OF
SL
OPINION OF
RESPONSE IN
RESPONDENT
NO
1
2
3
CUSTOMERS
Very good
Good
Ok
Total
PERCENTAGE
S
35
13
02
50
70
26
04
100
70 % of the families feels that Haldirams products is very

good.26% of the families feels that Haldirams products is good. 4%
of the families feels that Haldirams products is OK. The Opinion of
respondents customers towards Haldirams Products
56 | P A G E
100
90
80
70
60
VERY GOOD
GOOD
50
OK
TOTAL
40
30
20
10
0
NO OF CUSTOMER
57 | P A G E
8. TABLE SHOWING THE OPINION REGARDING AD EFFECTING
OF HALDIRAMS.
SL NO
1
2
3
OPINION OF
NO OF
RESPONSE IN
CUSTOMERS
RESPONDENT
PERCENTAGE
Very good
Good
Moderate
Total
S
02
42
06
50
04
84
12
100
The above table shows that 04% of the respondents feel that
the AD of Haldirams is very appealing. 84% of the respondents feel
that the AD of Haldirams is Good. 12% of the respondents feel that
the AD of Haldirams is Moderate.
58 | P A G E
100
90
80
70
60
VERY GOOD
GOOD
50
MODERATE
TOTAL
40
30
20
10
0
NO OF CUSTOMER
CHAPTER= 6
59 | P A G E
FINDINGS
In the Survey conducted it was indicated by the respondents that
they are much satisfied with Haldirams products.
According to the respondents the price of Haldirams Products is
reasonable on the basis of its quality.
It was found that most of the people buy Haldirams products because
its quality is good.
It was found that the level of satisfaction after using Haldirams
Products is quite impressive.
Haldiram Products Limited is one of the most Popular Product. It is
having more than 20,000 dealers and has many verities of product
with good quality and reasonable prices for consumers.
60 | P A G E
CHAPTER= 7
SUGGESTIONS AND CONCLUSION
The company should provide sample of Haldirams products to the
retailers and customers. So that they come to know more about the
quality of Haldirams.
The company should try to introduce many types of products in
Haldirams with in a short period so that it increases the sales of the
products.
The company should provide ads so that they can increase the sales
and customers can come to know about there products.
61 | P A G E
CONCLUSION
Conclusively it have been noted that the Haldirams products has

been able to meet all type of consumers and satisfy their need in
satisfactory manner.
Haldiram has a very good market share in Raichur City, it is the best
selling brands in the city because of its quality and reasonable prices. In
the survey conducted the respondents indicated that they are very much
satisfied with Haldiram Products after usage and the price of Haldiram is
reasonable on the basis of its quality. HALDIRAMS enjoyed and trusted
by a million Indian families and overseas thus Haldirams, Salty Snacks and
Scrumptious Sweets meet international standards of hygiene and
freshness. Our delightful delicates tempt the people all over world to share
this exotic Indian treat. Product ranges from Tasty and Nutritious
Namkeens, delicious sweets, refreshing syrups to crunchy and crispy
papads.
62 | P A G E
Through dint of hard work, complete dedication, uncompromising

quality. HALDIRAM became a part of each family.
Today Haldiram brands have become household names across the

length and breadth of the nation, Names that people have become to trust
on and can rely upon. In fact, it wont be wrong to say that without Haldiram
any celebration in India is complete.
63 | P A G E
CHAPTER= 8
APPENDIX
QUESTIONNAIRE :
I, MR,VIJAY KUMAR.B studying in B.B.M SRI VENKATESHWARA B.B.M
COLLEGE, Raichur doing this survey for the fulfillment of Project Work. I
assure you that, your ensure would be kept confidential.
1) Are you Satisfied with the different range of Halidrams Products

YES
NO
2) Are you satisfied with the taste of Haldirams Products

YES
NO
3) Are you satisfied with the quality maintained by Haldirams Products.

YES
NO
4) Whether the packaging of Haldirams Products should be improved

YES
NO
64 | P A G E
5) What type of Product you have tried

i) Namkeen
ii) Sweets
iii) All
6) How often do you purchase Haldirams Products.

i) Daily
ii) Once a week
iii) Once a Month
iv) Once a fortnight
7) Attitude of the customers towards Haldirams Products are

i) Very Good
ii) Good
iii) Satisfied
65 | P A G E
8) Do you think true cost of Haldiramis

i) High
ii) Reasonable
iii) Low
9) Have you ever tried or thought of purchasing product of any other

company
YES
NO
10) If there is any change in the price level of the product would you
purchase for next time.
YES
NO
11) Please tick mark ( ) in the appropriate coloumn where you have seen
the AD of Haldirams Products.
T.V
News Paper
Pamphlet
Magazines
Wall Posters
66 | P A G E
BIBLIOGRAPHY
BOOKS :
Marketing Management - D.R. Palekar
WEBSITE :
www.Haldirams.com
www.HaldiramsUSA.com
www.Google.com
DEALER :
Sri Veerabhadreshwara Agencies
67 | P A G E

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A STUDY ON CONSUMER BUYING BEAVIOR TOWARDS HALDIRAMS PRODUCTS

H - OUR HEROS ARE OUR CUSTOMER

SRI VENKATESHWARA B.B.M COLLEGE ,RAICHUR

A STUDY ON CONSUMER BUYING BEAVIOR TOWARDS HALDIRAMS PRODUCTS

SRI VENKATESHWARA B.B.M COLLEGE ,RAICHUR

A STUDY ON CONSUMER BUYING BEAVIOR TOWARDS HALDIRAMS PRODUCTS

Appropriate advertising and publicity program may be

necessary to create or change the consumers attitude. Thus a company

SRI VENKATESHWARA B.B.M COLLEGE ,RAICHUR

A STUDY ON CONSUMER BUYING BEAVIOR TOWARDS HALDIRAMS PRODUCTS

NEED FOR THE STUDY

SRI VENKATESHWARA B.B.M COLLEGE ,RAICHUR

A STUDY ON CONSUMER BUYING BEAVIOR TOWARDS HALDIRAMS PRODUCTS

1) Place of the study

2) Period of the study:

SRI VENKATESHWARA B.B.M COLLEGE ,RAICHUR

A STUDY ON CONSUMER BUYING BEAVIOR TOWARDS HALDIRAMS PRODUCTS

4) Tools for primary data collection:

5) Tools for secondary data collection:

SRI VENKATESHWARA B.B.M COLLEGE ,RAICHUR

A STUDY ON CONSUMER BUYING BEAVIOR TOWARDS HALDIRAMS PRODUCTS

Objective of the study

SRI VENKATESHWARA B.B.M COLLEGE ,RAICHUR

A STUDY ON CONSUMER BUYING BEAVIOR TOWARDS HALDIRAMS PRODUCTS

SCOPE OF THE STUDY

The study is a step towards obtaining relevant information from the

SRI VENKATESHWARA B.B.M COLLEGE ,RAICHUR

A STUDY ON CONSUMER BUYING BEAVIOR TOWARDS HALDIRAMS PRODUCTS

LIMITATION OF THE STUDY

1. Size of the sample in small

SRI VENKATESHWARA B.B.M COLLEGE ,RAICHUR

A STUDY ON CONSUMER BUYING BEAVIOR TOWARDS HALDIRAMS PRODUCTS

Consumer Behavior towards Haldirams Products :

Who is the Customer ?

SRI VENKATESHWARA B.B.M COLLEGE ,RAICHUR

A STUDY ON CONSUMER BUYING BEAVIOR TOWARDS HALDIRAMS PRODUCTS

(i) Forces influencing consumers actions and reactions.

Who is the Customer ?

What do Customers buy ?

When do Customers buy ?

SRI VENKATESHWARA B.B.M COLLEGE ,RAICHUR

A STUDY ON CONSUMER BUYING BEAVIOR TOWARDS HALDIRAMS PRODUCTS

Customer of Haldirams purchases the variety of products to satisfy

it to their relatives and friends according to their taste on

How do Customers buy ?

From where do Customers buy ?

SRI VENKATESHWARA B.B.M COLLEGE ,RAICHUR

A STUDY ON CONSUMER BUYING BEAVIOR TOWARDS HALDIRAMS PRODUCTS

The marketer studies the relationship between marketing stimuli and

SRI VENKATESHWARA B.B.M COLLEGE ,RAICHUR

A STUDY ON CONSUMER BUYING BEAVIOR TOWARDS HALDIRAMS PRODUCTS

The buyer behavior is influenced by several factors and forces, briefly

SRI VENKATESHWARA B.B.M COLLEGE ,RAICHUR

A STUDY ON CONSUMER BUYING BEAVIOR TOWARDS HALDIRAMS PRODUCTS

SRI VENKATESHWARA B.B.M COLLEGE ,RAICHUR

A STUDY ON CONSUMER BUYING BEAVIOR TOWARDS HALDIRAMS PRODUCTS

4) Attitude and Beliefs:

attitudes are formed, measured and changed. It is difficult to measure

SRI VENKATESHWARA B.B.M COLLEGE ,RAICHUR

A STUDY ON CONSUMER BUYING BEAVIOR TOWARDS HALDIRAMS PRODUCTS

5) Personality and Self-concept :

B. Sociological Determinants of Buyer Behavior :