A

RESEARCH PROJECT
ON

CONSUMERS PREFERENCES TOWARDS

BISCUITS

SESSION: 2008-10

Submitted To:

Dr. R. Darshan
MBA Faculty

Submitted By:

Kuldeep Sharma
MBA-2nd Sem.
Roll no: 2636

KEDARNATH AGGARWAL INSTITUTE OF MANAGEMENT

Charkhi Dadri, distt. Bhiwani, Haryana.
(Affiliated to: MDU. ROHTAK)

ACKNOWLEDGEMENT

Success is not brought inherited. It is a product of what we put in. Success

begins with a good feeling about where we are and a positive attitude about
where we want to be. With this willingness, I have started this project.
First of all, I would like to thank to the supreme power, the almighty
god, who has always guided me to work on the right track of my life and has
always blessed me with his blessing by giving me the best. Next to him are
my parents, whom I am greatly indebted for having me brought up with love
and encouragement.
Next comes a person, without whose guidance and encouragement, this
project report would not have been successful. So, I would like to express my
gratitude towards MR. Anil Soni, MBA Faculty, KAIM, Ch. Dadri.

(KULDEEP SHARMA)

PREFACE
A determination to succeed is the only way to succeed. For this, it is very
important that all knowledge, which we have, should be translated into action.
It is only then that we can achieve something. Project work is the way to
convert our raw talent into potential management. Classroom knowledge can
only then be efficient when it is effectively wedded to the realities of the
situation existing outside the classroom. In this project work place an
important role. In this regard, I was given a project entitled CONSUMER
PREFERENCES TOWARDS BISCUITS

CONTENTS

1. Industry Profile
2. Introduction about the study
3. Objective of the study
4. Research Methodology
5. Limitations
6. Data Analysis
7. Conclusion
8. Suggestions and Recommendations
9. Findings
12. Annexure
i)

Questionnaire

ii)

Bibliography

INDUSTRY PROFILE
1. Biscuit industry in India in the organized sector produces around 60% of
the total production, the balance 40% being contributed by the
unorganized bakeries. The industry consists of two large scale
manufacturers, around 50 medium scale brands and small scale units
ranging up to 2500 units in the country, as at 2000-01. The unorganized
sector is estimated to have approximately 30,000 small & tiny bakeries
across the country.
2. The major Brands of biscuits are - Britannia, Parle Bake man, Priya
Gold,Elite,Cremica, Dukes, Anupam, Horlicks, Craze, Nezone, besides
various regional/State brands.
3. Biscuit industry which was till then reserved in the SSI Sector, was
unreserved in 1997-98, in accordance with the Govt Policy, based on the
recommendations of the Abid Hussain Committee.
4. The annual production of biscuit in the organized sector continues to be
predominantly in the small and medium sale sector before and after dereservation.

5. The annual Growth showed a decline of 3.5% in 2000-01, mainly due to

100% hike in Central Excise Duty (from 9% to 16%). Production in the
year 2001-02 increased very marginally by 2.75% where in 2002-03 the
growth is around 3%.
6. The Union Budget for 2003-04 granted 50% reduction in the rate of
Excise Duty on Biscuit i.e. from 16% to 8%. The Federation's estimate
for the current year indicates a growth of approximately 8% to 9%.
7. However the average utilization of installed capacity by biscuit
manufacturers in the country has been a dismal 60% over the last decade
up to 2001-02.
8. Though dereservation resulted in a few MNCs, i.e. Sara Lee, Kelloggs
Smith Kline Beecham, Heinz etc entering the biscuit industry in India,
most of them, with the exception of Smith Kline Beecham (Horlicks
Biscuits), have ceased production in the country.
9. On the other hand, import of biscuits, especially in the high price
segment has started from 1998-99, but however, the quantum of imports
has not so far increased alarmingly and has remained at around 3.75% of
the consumption of biscuits in the country in the year 2001-02.
However, recent imports from china industries cheaper verities of
biscuit, needs to be examined with cautions, especially in the context of
the price as the low margin based domestic industry, which is operating
at 60 % of the total installed capital. Exports of biscuits from India have
been to the extent of 5.5% of the total production. Export are expected to
6

grow only in the year 2003-04 and beyond

Biscuit is a hygienically packaged nutritious snack food available at very

competitive prices, volumes and different tastes. According to the NCAER
Study, biscuit is predominantly consumed by people from the lower strata
of society, particularly children in both rural and urban areas with an
average monthly income of Rs. 750.00.
10.

Biscuit can he broadly categorized into the following segments:

(Based on productions of 2000-01). .

Glucose- 44%
Marie -13%
Cream -10%
Crackers -13%

BRITANNIA
The story of one of India's favourite brands reads almost like a fairy tale. Once
upon a time, in 1892 to be precise, a biscuit company was started in a
nondescript house in Calcutta (now Kolkata) with an initial investment of Rs.
295.

The

company

we

all

know

as

Britannia

today.

The beginnings might have been humble-the dreams were anything but. By
1910, with the advent of electricity, Britannia mechanised 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.
As time moved on, the biscuit market continued to grow and Britannia grew
along with it. 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
8

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 consumers had with 'Brand Britannia'.
Britannia strode into the 21st Century as one of India's biggest brands and the
pre-eminent food brand of the country. It was equally recognised for its
innovative approach to products and marketing: 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
9

its path of innovation and quality. And millions of consumconsumers will

savour the results, happily ever after.

PRIYAGOLD
10

The wondrous magical journey of our company Surya Food & Agro Ltd.
began in Oct. 1993 & since then we have been one of the leading
manufacturers of biscuits in northern India. Our brand PRIYAGOLD has
been a perennial household favorite since then. On a profound level spread in
to western as well as southern India, the inevitable cycle of distribution
network has helped us to spread into western India as well. Our obsession is to
make the finest quality biscuits available to the consumers & our constant
endeavor is to provide our consumers, a palate to look forward to a taste &
flavor that is uniquely PRIYAGOLD.
We are operating in the new age, ruled by the dizzying pace of technology,
poised to pace up with emerging trends thus improving quality standards
every time. Our fully automated ovens bake the biscuits round the clock and
then they find their way to the automatic packing units at the companys plant
in Surajpur, Greater Noida (U.P.), catering the ever growing demand of
PRIYAGOLD biscuits. This is reflected through our brands positioning
which says Haq Se Mango, a positioning that was formulated keeping in
mind that everyone has the right to good taste and the right to ask for it. We
feel that the means to finding the future lies in believing in ourselves. Our
over the period created trust and confidence, can never be destroyed, just like
the eternal force of nature. We adhere to ensure that PRIYAGOLD continue
moving forward towards achieve best quality for total consumers satisfaction.

11

PRIYAGOLD FORAYS INTO JUICES;

SETS UP UNIT IN NOIDA
DELHI NCR-based Surya Foods and Agro Ltd, manufacturers of Priyagold
biscuits, has forayed into the juices segment. It has set up a state-of-the-art
manufacturing facility in Greater Noida with an investment of Rs 25 crore.
The plant has a capacity of producing 1.5 lakh liters of juice per day.
Branded `Fresh gold', the one-litre juice in cartons is available in supermarkets
and malls in and around Delhi for Rs 60. Speaking to Business Line, Mr. B.P.
Agarwal, Chairman, Surya Foods and Agro Ltd, said, "Though the juices are
currently available only in the northern markets, we plan to launch it in the
south by the next month. We are also working on a specific distribution
network for the same."
The Rs 300-crore turnover company is also setting up a biscuit manufacturing
plant in Uttaranchal to avail of the tax incentives.
"We are investing around Rs 20 crore on the plant with a capacity of 100
tonnes per day, which would be operational by December 2006," Mr. Agarwal
said.
The company has been keeping a low profile with regard to advertising and
promotions after its not-so-good experience with the `Priyagold khaao or
khelo' contest. According to Mr. Agarwal, "The retailers did not give out the
coupons to the end-consumers. Consequently, we had to withdraw the scheme
from the market." However, he said that the company has earmarked around

12

Rs 3 crore for promoting the juices. While tele-commercials have already

begun on India TV, the company is hopeful of running them on all other
channels by the next fortnight.
It is also in the process of sprucing up its exports operations. Currently it
exports its biscuits to countries such as Dubai and Nepal.
According to Mr. Agarwal, "The high level of taxation in the domestic market,
which is a major concern, is one of the reasons why we are looking to increase
export volumes."
Explaining further, he pointed out that high input costs and taxes are affecting
margins and profits. As fierce competition from other players is preventing the
company from increasing prices, he said, "High taxes are even forcing
manufacturing units to close down. In fact, we have already had to shut down
two out of six company's plants."
While speaking on the company's performance, he said, "We face immense
competition not just from competitors in organized retail but also from the
unorganized market which holds almost 40 per cent of the market share and
has the benefit of not being subject to any taxes." The government needs to
look into the matter before the situation worsens, he added.

13

PARLE-G
Parle-G or Parle Glucose biscuits are one of the most popular confectionary
biscuits in India. Parle-G is one of the oldest brand names in India and is
considered the largest selling brand of biscuits in the world. For decades, it
was instantly recognized by its iconic white and yellow wax paper wrapper
with the baby face on it. Many competitors have tried to sell their lower
quality products by copying the packaging, trying to sell their biscuits as
Parel-G, Parle-Jee etc.

PARLE G'S MILK SHAKTI GOES NATIONAL

AFTER restricting its Milk Shakti variant to Tamil Nadu, Parle G has rolled it
out nationally. It will be pitted against Britannia's brand of Milk Bikis.
Mr. Praveen Kulkarni, Marketing Manager, and Parle Products, told Business
Line: "We are planning to take on Milk Bikis in this category. After trying to
get a share of the glucose segment in Tamil Nadu, we had decided to launch
the variant."
The southern markets continue to be the stronghold for the milk biscuit
category, and Milk Bikis has been the dominant brand so far.
Mr. Prabhakar Mundkur, President, Everest Integrated Communications
Private Ltd - the agency handling the Parle G brand - said: "Sales for the milk-

14

based biscuits come predominantly from the South where such brands
continue to sell." Mr Kulkarni said, "We are planning to get aggressive and
grow this market."
Milk Shakti is pegged at Rs 5 for 100 gm. "We are no longer calling it a
glucose-based product. Instead, it will be positioned as a biscuit with the
goodness of milk and honey," he added.
With this value-added positioning, Parle G is hoping to gain volumes for its
franchise.
In the past, the company had introduced a premium Magix variant in flavors
such as elaichi, cashew nut and chocolate.
Mr A. Sundarajan, Managing Director, Market Search (a market research firm
working on the Parle G brand), said: "There has not been an alternative for
Milk Bikis at a national level and Parle G is merely trying fill that gap."
However, the company has no plans to take on the national atta market,
especially since it would have to contend with the likes of HLL and ITC.
Mr Kulkarni said, "There is still time for it (Parle G atta) to become a national
brand. We are simply test marketing the product in certain markets."

15

PARLE G LARGEST SELLING BISCUIT

BRAND IN WORLD
If you thought that a typical family run Indian company cannot top the
worldwide charts, think again. The homegrown biscuit brand, Parle G, has
proved the belief wrong by becoming the largest selling biscuit brand in the
world.
Ajay Chauhan, executive director of Parle Products, told Business Standard:
"The more than 50-year-old brand, Parle G, has been rated as the largest
selling glucose biscuit brand in the whole world in terms of volumes. This
came as a surprise to us when we were made to understand that we have
topped the worldwide charts of the global biscuits industry. This was recently
revealed by the US based Bakery Manufacturers' Association."
The other global biscuit brands include Oreo from Nabisco and McVities from
UK-based United Biscuits among others. According to ORG-MARG reports,
Parle G commands a good 65 per cent market share in the domestic biscuit
market. The glucose biscuits category in India is estimated at Rs 15 billion.
The Parle G brand faces competition from Britannia's Tiger brand of biscuits.
The company's flagship brand, Parle G, contributes more than 50 per cent to
the company's total turnover. The other biscuits in the Parle Products' basket
includes Monaco, Krack Jack, Marie, Hide n Seek, Cheeslings, Jeffs, Sixer
and Fun Centre. Said Chauhan: "The core brands of the company in the

16

biscuit category will include only Parle G, Monaco and Krack Jack. The other
brands will not be aggressively supported by us in the market."
"This is because these three brands contribute substantially to our topline,"
Chauhan added.
The confectionery business, which is the other division of Parle Products,
currently contributes only 15 per cent to the company's total turnover.
Interestingly, the company started operations with the confectionery business
in 1929.
Chauhan elucidated: "The confectionery business has now taken a backseat
and has become a smaller part of our business because in India biscuits have a
larger market."
The company commands a 40 per cent marketshare in the Rs 35 billion biscuit
market in India. In the confectionery segment, the company enjoys a mere 15
per cent marketshare.
The company's confectionery portfolio comprises brands like Melody 2 in 1,
MangoBite, Poppins, Rol-a-cola, Kismi, Rosemint, Peppermint, Orange
candy, Fruit Drops, Pick n Pack and Tangy. Chauhan has picked up three core
brands from this category as well, they being Melody 2 in 1, Poppins and
MangoBite.

17

CORPORATE SOCIAL RESPONSIBILITY

Parle Products with its wide platter of offering of biscuits and sweets like
Parle-G, Krackjack, Monaco, Melody, Mango bite and many others since
1929 is also actively engaged to change & uplift the social face of India. As a
part of Corporate Social Responsibility Policy Parle is keenly involved in the
overall development of younger generation with focused endeavor to built
New Face of India and spread happiness & joy all over.
Parle Centre of Excellence as an institution is dedicated to enrich the lives of
people through conducting various cultural programs across all region to
facilitate the all round development of the children. Every year, Parle
organises Saraswati Vandana in the state of West Bengal during the festival of
Saraswati Puja, inviting schools from all across the state to participate. The
event is one of much fanfare and celebration, keeping alive the culture and
traditions of ages. Our involvement in cultural activities has seen the inception
of Golu Galata in Tamil Nadu, held during Navratri. Its gives a platform to all
the members of a household to showcase their creativity and being judged by
immanent personalities. Thousands of families participate and celebrate the
occasion on a grand scale.
These events give us a chance to interact with children on a one-to-one basis,
and promote our belief of fun and health for the whole family.
Parle The world of Happiness.

18

INTRODUCTION

19

INTRODUCTION
'Consumerism' is the part of our daily life. Everyday, we buy and consume
variety of goods and services that vary with our tastes and preferences.
Moreover, each consumes is unique, and this uniqueness is reflected in their
consumption behavior and pattern, and also purchases decisions. Studying the
consumer behavior is thus, helpful in understanding the purchase decisions
and performances of different consumers for a particular commodity or
service. Conceptually, consumer behavior is "the study of individuals, groups
or organization and the processes they use the dispose, for products, services,
experiences or ideas to satisfy the needs and impact that these processes have
on consumer and society"
'Biscuits' are commonly consumed by our society. It is not an essential
part of diet but its use is continuously going on for small or little hunger or for
taste or for status people use to eat biscuits.
Previously when biscuit were not so popular for diet purpose, it
was used as a diet for patients for kids for energy and taste, respectively. it is a
good alternate of oily snacks or for fast food although it is not an substitute for
daily meals. Now days, if we talk about our country, biscuits are consumed by
a large part of our population. we have a trend to serving biscuits to our guest.
It is only a status symbol but we can say that there is a trend of eating biscuits
20

in our country. This is a type of food easily available anywhere as well as in

reasonable prices. Biscuits are generally used for taste and small hunger but
the people should consume biscuits in optimum quality because its excessive
use can harm body like any other sweet and it should use as a snacks or a
energy provide in case of sick persons.
Classification of biscuits:
Biscuits may be classified broadly in the three categories:1. Glucose
2. Cream
3. Cookies
Glucose: - It is a kind of biscuit which contains high percentage of glucose
instead of anything else. As it contains glucose, it provides you instant energy
and also gives you good taste. Generally it is consumed by kids but may be
choice of anybody.
Cream biscuits:- It is also a kind of biscuits which has floor backed floor as
a base and between two plane biscuits there is a cream content of various
flavors ex:- vanilla, strawberry etc. People use to eat these kinds of biscuits
for the sake of taste not for the sake of energy.
Cookies: - It is a kind of sweet biscuit which comes in many tastes, it is
backed biscuits it is not containing creamy flavor, but it contains flavor like
coconut chocolate etc in itself.
21

This study had to be performed in order 1. By keeping in view the importance of consumer behavior, the present study
deal with the factors influencing the consumers purchase decisions for
biscuits in Bhiwani city.
2. To demarcate between the individual or group preference, e.g. familys
influence on buying behavior.
3. To find that the people know the effects of over eating of biscuits and other
side effects.
4. To find out why the person eat the biscuits for taste, hunger, pleasure,
status, or for some other reason.

22

OBJECTIVES

23

OBJECTIVES OF THE STUDY

The main objective of the survey is to know about the liking for the biscuits
by different people like kids, adults & parents which include students,
housewives, businessmen etc.
Since the price war between various companies manufacturing biscuits has
under gone a classic change, hence the various queries in this survey fulfill the
under mentioned objectives.
Objectives are:
Price Consideration
Advertisement Effect
Packing Effect

After effects of Biscuits consumption

24

FACTORS EFFECTING PURCHASING BEHAVIER OF

CONSUMER'S TOWARDS BISCUITS
There are many factors, which influence the liking of the Consumers.
Some of the factors are:
1) Cultural Factors: Culture is the most important determinants of the

individual's needs, wants and liking, hence it frame the set of values,
perception, preferences in the individuals which guides the consumer liking.
2) Psychological factors: Different psychological factors may be:

Motivation: An individual has many needs at a given time. The needs

may be activated due to physiological or psychological States. The
biogenic needs such as hunger thirst and discomfort arise due to
physiological

states.

Recognition,

esteem,

belonging and self-

actualization needs arise due to psychological reasons.

A need becomes a motive when it is aroused to a sufficient level of intensity.

25

A motive is a need that is sufficiently driving the person to satisfy that need by
indulging in the activities that reduces the tension.

Perception: A motivated person is ready to act, how actually he acts is

influenced by his perception of the situation. Perception is defined as the
process by which an individual selects, organizes and interprets
information inputs to create upon physical stimuli and also on stimuli's
relation to surrounding.
Learning: Learning describes the change in the liking of individuals as a
result of experience. Most human liking is learned. Persons learning is
produced through the interplay of drives, stimuli, clues and
reinforcement.
3) Demographic factors: a buyer's decisions are influenced by these personal
characteristics.
Age group: People buy different goods and services over their life time
consumption is also shaped by the stage of family life cycle.
Occupation: A person's occupation also influences his/her consumption
pattern. An executive will buy the specialty/statue symbol products such
as luxury suiting.

26

 Economic Condition:

Products choice is greatly influenced by one's

economic conditions. Peoples economic condition consists of spend

able income, saving, borrowing power, attitude towards spending vs.
savings.

Personality and self-concepts: Each person has a distinct personality

that wills influence his/her liking behavior. By personality we mean the
person's distinguishing psychological characteristic that lead to relatively
consistent and enduring responses to his/her environment.
4) Social factors: Consumer liking is influenced by the social factors are as
following:
Reference Group: A persons reference group consists of all those
groups that have direct or indirect influence on person's attitudes and
liking. The consumer strives to purchase those products that purchase by
their reference group.
Family:

The family is the most important consuming unit, which

influence the family members liking. Marketers are interested in the

roles and relative influence of the children, wife and husband in the
purchase of large variety of products and services.

27

 Roles and status: A person participates in the different groups thought

life-family, clubs and organization. The person's position in each group
can be defined I terms of roles and statues

RESEARCH
METHODOLOGY

28

RESEARCH METHODOLOGY
Research in common parlance refers to a search for knowledge. One can also
define research as a scientific and systematic search for pertinent information
on a specific topic. In fact, research is an art of scientific investigation.
The main aim of research is to find out the truth which is hidden and which
has not been discovered as yet. For the purpose of the study it has adopted the
following research methodology:
Step I: Selecting a Research Design.
There are three types of research design.
a) Exploratory
b) Descriptive
c) Diagnostic
d) Experimental
Since the aim of the survey is to find out the Liking for Biscuits among
Various Consumers which is unknown yet, therefore exploratory and
descriptive research design has been chosen.

29

Step II: Deciding the Source of Data.

There are two types of data:
a) Primary
b) Secondary
In this project primary as well as secondary data has been used.
a) Primary Data: It is collected for meeting the specific objective of research
study. The method used for collecting primary data is questionnaire.
b) Secondary data: Any data, which is available prior to the commencement
of a Research study, is known as secondary data. It refers to the
information that has been collected by some one else, often this include
printed or published up arts. The main source of secondary data for this
project has been business Todays & Booklet of various companies of
Biscuits.
Sample size: 50
Area: Bhiwani
The people:

The people in this area are of mixed kind. Here we can find

Businessmen, Housewifes, students and lawyers etc. people of rural areas

also reside in this area. Urban background people also live here. So we can
say that people with modern thinking & aware of surrounding have a taste for
the consumption of Biscuits.
The population of this area is very large over 4 laces. The people
of rural area of villages have been involves in good jobs. Urban background

30

people are professionals, businessmen etc. So, this is thus mixed society of
people.
SURVEY DESIGN:
Local survey:The survey was conducted keeping in mind the following target groups.
a) Persons of 0 - 10 years age groups.
b) Persons of 10 - 20 years age groups.
c) Persons of above 20 years age groups.
A striking feature of the survey was that almost all the persons selected
have liking for biscuits. People have liking for the different flavors of biscuits
such glucose, Chocolate, Milk and Orange. Only the first preference of the
flavor was consideration for the sake of inference.
Questionnaire details:Questionnaire, which is formalized set of questions for obtaining information
from respondents, was used as the primary research tool. The questionnaire
for consumers covered following main topics:1. Importance factors in purchase of a particular type of biscuits. Factors like
packing, taste, price.
2. Factors influencing consumers decision-making.
3. Degree of awareness among consumers about the side effect of high
consumption of biscuits.

31

4. Customers and ultimate consumers of biscuits

LIMITATIONS

32

LIMITATIONS
Every survey has some sort of limitations and this survey also has some
limitations:
1. Time constraints: limited time available was not enough to do the survey
without error.
2. People have not exact & appropriate knowledge on the recall of brands.
3. There might be wrong information provided in the Questionnaire.

33

DATA
ANALYSIS

34

NUMBER OF MALE AND FEMALE RESPONDENTS:(In numbers)

MALE
FEMALE

27
23

Table-1

35

The total number of male and female respondent in the project is 50 where the
male respondents are 27 & female respondents are 23.

YOU CHOOSE THE BISCUITS ON THE BASIS OF:(In numbers)

Advertisement
Suggested by friends
Convinced by shopkeeper
Price consideration
Taste
Other

12
15
8
6
6
3

Table-2

36

The factors effective the purchase decision of the people are advertisement 12,
suggested by friends 15, convinced by shopkeeper 8, price consideration 6,
taste 6, other 3.

WHICH KIND OF BISCUITS DO YOU PREFER MORE:(In numbers)

Glucose
Cream
Cookies

18
20
12

Table-3
The most of the people in the society like the cream biscuits than the glucose
and cookies.
37

WHICH FLAVOR OF BISCUITS YOU PREFER:(In numbers)

Chocolate
Vanilla
Orange
Elachi
Glucose
Other

9
7
9
2
18
5

TABLE-4

The flavors which are liked by the persons are chocolate 9, vanilla 7, orange
9, elaichi 2, glucose 18, other 5.
38

YOU WANT BISCUITS FOR THE SAKE OF:(In numbers)

Energy

12

Hungry

13

Pleasure

Status

Taste

Other

Table-5

The persons eat the biscuits when they are hungry 13, for energy 12, For
pleasure 9, for status 7, when some guests are in the house they serve them
biscuits for taste 7, others are 2.

39

DOES THE PACKAGING OF THE BISCUITS INFLUENCE YOUR

DECISION TO BUY:( In numbers)
Highly
Moderately
Indifferent
Insignificant
Not at all

13
9
7
12
9

Table-6

The table showing that the packing of the biscuits influencing the buying
decision is as follows highly 13, moderately 9, indifferent 7, insignificant 12,
and at all is 9 in total of 50 respondents.

40

DO YOU EVER THINK OF AFTER EFFECTS OF EATING BISCUITS

AS:(In numbers)
Teeth decays
Diabetes
Fat
Other disease

23
12
12
3

Table-7

What the people thinks the after effects of eating biscuits are as follows. Most
of the people think that it leads to teeth decays 23, diabetes 12, fat 12, other
disease 3.

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DOES PRICE OF THE BISCUITS AFFECT YOUR PURCHASE

DECISION:(In numbers)
Important
Indifferent
Very important
Insignificant
Not at all

17
9
14
4
6

Table-8

The table shows that how much the customers are price sensitive. The price is
the factor, which is important to 17, indifferent to 9, very important to 14
insignificant 4, and the price not make any effect at all is only to the 6.

WHO BUYS BISCUITS FOR YOU:(In numbers)

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Self
Children
Parents
Friends

16
12
13
9

Table-9

The buying done by the customers to the ultimate consumers occasionally or

always are shown in the following numbers. The persons who purchasethem
self are 16, the children are purchases for them are 12, the parents purchases
for the family are 13, the friends purchases are 9.

DISCUSSION

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Over the time, I learnt that people can look at the same thing quite
differently. They can describe to other as they saw it. Opinions are thus
formed. The perceptions often change our judgment. The study of this kind
can be used by brand managers in the biscuit industry as a tool for
comparative diagnostics and market preference stimulation under different
price and promotion scenarios.
The biscuits marketer can use segmentation strategy creatively to:-clearly identify the target groups.
-Focus the promotional effects to maximize cost gains effectively.
-create a strong positive image to offset competition.
Biscuit company can identify and fluid their strength by a calibrated
strategy to ensure that consumers see them in favorable light.

DISTRIBUTION

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Distribution of prime importance is a massive horizontal distribution of the

brand making it available with as many retailers as possible. The present
scenario is very tough and the degree of completion is very high. The
emerging retailers statement has thrown all the marketing techniques haywire
and retailers also play a very important role in the actual sales of biscuits of
any type. Since biscuits is not an essential part of diet and of number of great
use, the chance of a consumer getting influence by a retailer are much higher
in case of biscuits than in the case of essential food products.

PROMOTION
The products are prompted through various mass media, influencing the
consumers to buy the product of an appropriate moment. Given the fact that
these are a number of alternatives available to the consumers, chances are that
he will buy the brand that is most readily available, in spite of the media
campaign. Certain promotional activities should be carried out for biscuits at
the retail outlets. These activities are known as merchandising and below line
promotion are planned to influence the consumers at the point of purchase.

ADVERTISING

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It may be important for brand remembrance that it has a reinforcing and

reminding role branded biscuits products have to compete with cheap local
products, so adverting plays a very significant role. In other words, the role of
advertisement is likely to be mostly informative and suggestive of application
specifies, and its formative impact will be pronounced only to trial.

PRICE
Consumer demonstrates heterogeneity in their price sensitivity to the biscuits .
however a higher price is of great concern for the majority of consumers.
There fore, we can say that biscuit consumers are highly price sensitive. The
major part of the sample is highly price sensitive

TASTE AND PREFERENCES

Decision of biscuit consumers is greatly affected by their taste, flavor, type,
and packing and also with present trend in the market. The consumers who
consume biscuits purpose to the patient are very few in the market. The biscuit
industry should take care of these basic factors in order to identify the market
also to precise the target market.

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CONCLUSION

47

CONCLUSION

The results of the survey are very interesting. The findings of this survey on
different age group consisting both male & female. Following results are
drawn here;
1. As the age of the increase the buying of the biscuits by parents shifts by
young age group according to their taste.
2. The people are very much affected by the advertisements, so they watch
ads of biscuits very carefully.
3. Persons who are either a habitual or occasional user, the price rise
effects the buying of biscuits.

SUGGESTIONS AND RECOMMENDATIONS

48

Some aspects of further study, as revealed by the present results, are as

follows:1. Study the post purchase behavior of the buyers for biscuits
2. Study of branded biscuits as compare to non branded biscuits.
3. Retailers study to assess their relation towards the consumer queries and
suggestions offered.

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ANNEXURE

QUESTIONNAIRE

50

1) NAME: -

_______________________________________________________

2) AGE GROUP:-Below-10__________________ 10-20 ____________________

20-Above _______________
3) SEX: -

MALE _______________

4) OCCUPATION: -

FEMALE ______________________

SERVICE_______________________

STUDENT ____________________________

BUSINESS______________________ HOUSE WIFE __________________________

OTHER ________________________

5) YOU CHOOSE THE BISCUITS ON THE BASIS OF

a) ADVERTISEMENT ______________________________________
b) SUGGESTED BY THE FRIENDS ___________________________
c) CONVINCED BY SHOPKEEP ______________________________
d) PRICE CONSIDERSTION _________________________________
e) TASTE __________________________________________________
f) OTHERS ________________________________________________

6) WHICH KIND OF BISCUITS DO YOU PREFER MORE:a) GLUCOSE _____________________________________________

b) CREAME ______________________________________________
c) COOKIES______________________________________________

7) WHICH FLAVOR OF BISCUITS:a) CHOCOLATE ___________________________________________________

b) VANILLA ______________________________________________________

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c) ORANGE _______________________________________________________
d) GLOCOSE ______________________________________________________
e) OTHER _________________________________________________________

8) DO YOU WANT BISCUITS FOR THE SAKE OF:a) ENERGY ______________________________________________________

b) HUNGRY ______________________________________________________
c) PLEASURE ____________________________________________________
d) STATUS ______________________________________________________
e) TASTE _______________________________________________________
f) OTHER _______________________________________________________

9) DOES THE PACKING OF THE BISCUITS INFLUENCE YOUR DECISION TO

BUY:a) HIGHLY________________________________________________________
b) MODERATELY__________________________________________________
c) INDIFERENT ____________________________________________________
d) NOT AT ALL ____________________________________________________

10) DO YOU EVER THINK OF AFTER EFFECTS OF EATING BISCUITS SUCH AS :a) TEETH DECAYS __________________________________________________
b) DIABETES ______________________________________________________

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c) FAT ____________________________________________________________
d) OTHER DISEASE ________________________________________________

11) DOES PRICE OF THE BISCUITS AFFECT YOUR PURCHASE DECISION:a) NOT AT ALL ______________________________________________________
b) INSIGNIFICANT ___________________________________________________
c) IMPORTANT ______________________________________________________
d) INDIFFERENT ____________________________________________________
e) VERY IMPORTANT _______________________________________________

12) WHO BUYS BISCUITS FOR YOU:(ALWAYS/ OCCASIONALLY)

a) SELF ____________________________________________________________
b) CHILDREN _______________________________________________________
c) PARENTS ________________________________________________________
d) FRIENDS ________________________________________________________

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BIBLIOGRAPHY

1. Gupta, S.P, (2000) Statistical Method sultan, chand & sons publication,
New Delhi.
2. Kotler, Philip, (2001) Marketing Management, prentice-hall of India
New Delhi.
3. Kothari, C.R, (1999) Research Methodology, prentice-hall of India
New Delhi.

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