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The survey was conducted in Varanasi city itself the respondents were drawn by convenience sampling due to the constraint of time, cost and difficulties in contacting customer. It revealed that high quality biscuit are more favored by maority of the respondents. It has been seen that the use of sales promotion tool can be very effect to increase the sale in terms of price reduction.
The survey was conducted in Varanasi city itself the respondents were drawn by convenience sampling due to the constraint of time, cost and difficulties in contacting customer. It revealed that high quality biscuit are more favored by maority of the respondents. It has been seen that the use of sales promotion tool can be very effect to increase the sale in terms of price reduction.
The survey was conducted in Varanasi city itself the respondents were drawn by convenience sampling due to the constraint of time, cost and difficulties in contacting customer. It revealed that high quality biscuit are more favored by maority of the respondents. It has been seen that the use of sales promotion tool can be very effect to increase the sale in terms of price reduction.
As a part of my course I conducted a survey of brand
preference of biscuit in Varanasi. I want to know about their responses as regard to different aspect of biscuit like brand preference. Factor effecting the choice of the consumer and factor which motivate the customer to promote the particular brand. The survey was conducted in Varanasi city itself the respondents were drawn by convenience sampling due to the constraint of time, cost and difficulties in contacting customer. The questionnaire was used as a research instrument. It was prepared on the basis of the detailed obective of this study to e!plore the brand preference of biscuit. The analysis of data obtained e!hibit the following finding. "ritannia #o. $ and %arle is #o. & brand in popularity. The main factors effecting the customer choice are quality, advertising and brand name as told by the customer. A great deal of brand loyalty is found among the consumer. 'ostly respondents favored taste for brand loyalty. 'ostly respondents consume sweet ( salty biscuit but rest respondents consume sweet biscuit and salty biscuit. 'ostly respondents are fully satisfied with their brand ( ).))* respondents do not know about the statement. "rand ambassador have a moderate influence on the buying decision of consumer. It has been seen that the use of sales promotion tool can be very effect to increase the sale in terms of price reduction. +onclusively it revealed that high quality biscuit are more favored by maority of the respondents. The present study shows the response of middle class people of Varanasi city.
Acknowledgement I am deeply thankful to '%I'+A which provided me a golden opportunity to be a part of a team to strive for e!cellence. I did my proect work under the supervision of Miss. Ruhi Srivastava, she gave me innovative ideas and suggestion to complete my proect work. I am very thankful to my teacher Mrs. Mudita Singh (Ex. Director), Mr. Girdhar Gopal Yadav and Mr. Arvind Tripathi who helped me in all problems I face while working on this proect. I am thankful to all those user who have taken out their time and filled my questionnaire. I would e!tend my thanks to all my friends especially 'r. ,iddhant ,ingh and all class mates without whose help this proect would not have been typed. -ast but not the least I would like to thank my family without their support this proect would not have been possible. Abhishek Mishra (MPIMCA) Varanasi INTRODUCTION THE MARKET: The meaning of market differs from study to study. .enerally speaking, a market refers to the particular place where buying and selling takes place. DEFINITION OF MARKET : The terms market refers not to place, but to a commodity or commodities and buyers and sellers who are indirect competition with one another/ hap!an " TYPES OF MARKETS: The classification of markets widely differs depending upon the nature of business, nature of product, peculiarities and characteristics of area and significance of the product. 0rdinarily, the markets can take the following forms 1 a. Consumer Market : +onsumer markets consists of individuals or households that purchases goods or services for their own use. For e!ample, every time you buy good products, toiletries, vehicles, appliances. b. Inustria! Market : Industrial market consists of individuals or groups that purchase goods for resale or for use in performing their operations. ". Per#e"t market : A perfect market refers to a market where potential buyers and sellers have a complete knowledge of the prices, competitors, etc. . Im$er#e"t Market : A market is a said to be imperfect market when seller charges any price for his product to the buyers as the buyers fail to have knowledge about the e!isting market price. e. Commoit% Market : A commodity market is a market where sale of different goods takes place. #. Ca$ita! Market : +apital market comprises of all such financial institutions which deal in finance e.g. banks, stock e!change market, foreign e!change market, etc. &. 'o"a! Market : -ocal market is such a market where business transactions are concentrated to a restricted area. CORE CONCEPT OF MARKETIN( MARKETIN( : A social and managerial process whereby individuals and groups obtain what they need and want through creating and e!changing products and value with others. NEED : The most basic concept underlying marketing is that of human needs. 2uman needs are states of felt deprivation. They include basic physical needs for food, clothing, warmth and safety, social needs for belonging and affection and individual needs for knowledge and self3e!pression. )ANT : The form taken by a human need as shaped by culture and individual personality. An American needs food but wants a mango, rice, lentils, and a soft drink. DEMANDS : %eople have almost unlimited wants but limited resources. Thus, they want to choose products that provide the most value and satisfaction for their money. 4hen backed by buying power, wants become demands. PROD*CT : A product is anything that can be offered to a market for attention, acquisition, use or consumption. It includes physical obects, service, personalities, places, organisations, and ideas. SER+ICE : Any activity or benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything. C*STOMER +A'*E : The difference between the values the customer gains from owning and using a product and the costs of obtaining the product. C*STOMER SATISFACTION : The e!tent to which a product5s perceived performance matches a buyer5s e!pectations. If the product5s performance falls short of e!pectations, the buyer is dissatisfied. Tota! ,ua!it% mana&ement -T,M. %rograms designed to constantly improve the quality of products, services and marketing process. E/CHAN(E : The act of obtaining a desired obect from someone by offering something in return. TRANSACTION : A trade between two parties that involves at least two things of value, agreed upon conditions a time of agreement, and a place of agreement. MARKETIN( MI/ 'arketing mi! is the policy adopted by the manufacturers to get success in the field of marketing. Those days, when goods were matched with the market, have gone. The modern market concept emphasises the importance of the consumer5s preference. 'anufacturers take various policies to get success in the market and the marketing mi! is one of the important policies. DEFINITION : According to "orden, /The marketing mi! refers to the appointment of efforts, the combination, the designing and the integration of the elements of marketing into a programme or mi! which, on the basis of an appraisal of the market forces will best achieve an enterprise at a given time/. A brief description of the four elements of marketing mi! 6Four %s7 is 1 0 PROD*CT : The product itself is the first element. %roducts must satisfy consumer needs. The management must, first decide the products to be produced. by knowing the needs of the consumers. 1 PRICE : The second element to effect the volume of sales is the price. The marked or announced amount of money asked from a buyer is known as basic3value placed on a product. 2 PROMOTION : The product may be made known to the consumers. Firms must undertake promotion work3advertising. %ublicity, personal selling etc., which are the maor activities. 3 DISTRI4*TION -P!a"e. : %hysical distribution is the delivery of products at the right time and at the right place. The distribution mi! is the combination of decisions relating to marketing channels, storage facility, inventory control, location, transportation warehousing etc. CONCEPT OF PROD*CT : PROD*CT : /A product is a set of tangible and intangible attributes, including packaging, colour, price manufacturer5s prestige, retailer5s prestige and manufacturer5s and retailer5s services, which the buyer may accept as offering satisfaction of wants or needs./ C'ASSIFICATION OR PROD*CTS 5 6i7 +onsumer products 6ii7 Industrial products. CONS*MER PROD*CTS : +onsumer products are purchased to satisfy personal and family needs, for e!ample cigarettes, coffee, ice3cream, medicines, shoes, television and the like. 0n the basis of consumer buying behaviour such products can be further subdivided into four types 1 0. Con6enien"e Prou"ts : +onvenience products are usually low priced and frequently purchased items. e.g., newspapers, cigarettes, rice, drugs and spices. 1. S7o$$in& Prou"ts : ,hopping products are items for which consumers are willing to e!pand considerable efforts in planning and making the purchase. 8!amples of such products are furniture, readymade garments, shoes, maor appliances, etc. 2. S$e"ia!t% $rou"ts : +onsumers actually plan the purchase of a speciality product9 they know e!actly what they want and they possess a complete knowledge of the product. 8!ample of such items are photographic equipments, men5s suits, wrist watches, new automobiles, fancy groceries, etc. 3. *nsou&7t Prou"ts : :nsought products are purchased by consumers with a purpose to solve a sudden problem. 8!ample 3 8ncyclopedias, cemetery lots and life insurance. IND*STRIA' PROD*CTS : Industrial products are purchased to be used to produce other products or to be used in the operation of an organisation. a. Ra8 materia!s : ;aw materials are industrial products that are in an essentially unprocessed state and become part of a physical product. They include bars of aluminum, chunks of granite, cotton, wheat, etc. b. Com$onent Parts : +omponent parts are such items of industrial products that have undergone considerable processing before being incorporated into other products. ,uch products become a part of the physical product. ,park plugs, clocks, screws, wires are best. ". Pro"ess Materia!s : An industrial product directly used in the production of other products but does not become a part of that other product is known as process materials. . A""essor% E9ui$ment : Accessory equipment does not become a part of the final physical product but facilitates an organisation5s operations. 8!amples include forklifts, pick3up trucks, typewriters, calculators, 4RANDIN( The +ommittee on <efinition, A.'.A. defines brand as /a name, term, symbol or the goods or services of one seller or group of sellers and to differentiate them from those of competitors./ Thus, brand is a mane, symbol, term, design, or other distinguishing feature that serves to identify a specific product and distinguish it from its competitors. 0. 4ran Name: According to A.'.A. a brand name is /that part of a brand which can be vocali=ed3utterable/. Thus, it consists of words, letters and>or numbers that can be vocalised or pronounced. e.g., Thums :p, -imca, 'a=a 'ango, .old ,pot and son on. 1. 4ran Mark: A brand make is a part of the brand that appears in the from of a symbol, design or distinctive colouring or lettering. ,uch part of the brand can only recognised by sight but cannot be pronounced. For e!ample Air India5s 'aharaa, 2.'.V.5s dog in front of a mouth3 piece, ,tate "ank of India5s blue circle with central dot. 2. Trae Mark: Trade mark is a brand that is given legal protection. 4hen a brand name or mark is registered under any law, it becomes a trade mark. are not trade marks. 3. Trae Name: A trade name is a commercial and legal name under which a company does its business. The .odre is the trade name of that company. TYPES OF 4RANDS 0. Manu#a"turer 4rans: 'anufacturer brands also know as national brands are owned by the firms that actually manufacture these products. Thus, ;in, and +lose3up are both manufacturer5s brand. 1. Dea!er -Distributors. 4rans: <ealer brands also known as private brands are owned by the marketing institutions like wholesalers or retailers. ,uch brands contain names designated by wholesalers and retailers. 2. Mi:e 4rans: To avoid the batt!e o# t7e brans; ,ellers employ mi!ed3 brand strategy wherein the manufacturers, the wholesalers and the retailers sell their brands in a combination. PACKA(IN( %ackaging, the e!ternal presentation of a product, is an essential part of marketing. An appealing package of the right si=e, shape and appearance increases the salability of a product. 4.?. ,tauton defines packing as /the general group of activities in product planning which involves designing and producing the container or wrapper for a product./ Accordingly, packaging can be divided into three categories. -i. Primar% $a"ka&e: It relates to the product5s immediate container. For e!ample, a plastic can for edible oil, or bottle for cold drink, or a wrapper for toilet soap. -ii. Se"onar% $a"ka&e: It refers to the additional layers of protection that are removed when the product reaches to its final destination, For e!ample, a tube 6primary package7 of leather shaving cream is usually removed from its cardboard 6secondary packaging7 before use. -iii. S7i$$in& $a"ka&e: It is concerned with the packing arrangements used for storage or transportation of the product. 'A4E''IN( : It involves the presentation of information on a package or product through label. It contains the brand name and symbols, the si=e and contents of the package, directions for use, safety precautions and the universal product code and symbol. CONS*MER 4*YER 4EHA+IO*R : The buying behaviour of final consumers individuals ( households who buy goods ( service for personal consumption. CONS*MER MARKET : All the individuals ( households who buy or acquire goods ( service for personal consumption. Factors influencing consumer behaviour CHARACTERISTICS AFFECTIN( CONS*MER 4EHA+IOR : +onsumer purchases are influenced strongly by cultural, social, personal and psychological characteristics, Cu!tura! +ulture ,ubculture ,ocial class So"ia! ;eference .roups Family ;oles and status Persona! Age and lifecycle stage 0ccupation 8conomic situation -ifestyle %ersonality and self concept Ps%"7o!o&i"a! 'otivation %erception -earning "eliefs and attitudes 4u%er 0. C*'T*RA' FACTORS : +ultural factors e!ert the broadest and deepest influence on consumer behavour. The marketer needs to understand the role played by the buyer5s culture, subculture and social class. a. Cu!ture : The set of basic values, perceptions, wants and perceptions, wants, behaviours learned by a member of society from family and other important instructions. b. Sub"u!ture : A group of people with shared value systems based on common life e!periences and situations. ". So"ia! C!asses : ;elatively permanent and ordered divisions in a society whose members share similar values, interests, and behaviors. 1. SOCIA' FACTORS : A consumer5s behaviour also is influenced by social factors, such as the consumers small groups, family, and social roles and status. a. (rou$ : Two or more people who interact to accomplish individual or mutual goals. b. Fami!% : Family members can strongly influence buyer behaviour. The family is the most important consumer buying organi=ation in society. 2usband3wife involvement varies widely by product category and by stage in the buying process. "uying roles change with evolving consumer lifestyles. ". Ro!es an status 4ith her parents, Anna Flores plays the role of daughter9 in her family, she plays the role of wife9 in her company, she plays the role of brand manager. 8ach of Anna5s roles will influence some of her buying behaviour. 2. PERSONA' FACTORS : A buyer5s decisions also are influenced by personal characteristics such as the buyer5s age and life3cycle stage, occupation, economic situation, lifestyle, and personality and self3 concept. a. A&e an !i#e5"%"!e sta&e : %eople change the goods and services they buy over their lifetimes. Tastes in food, clothes, furniture, and recreation are often age related. "uying is also shaped by the stage of the family life cycle. b. O""u$ation : A person5s occupation affects the goods and services bought. "lue3collar workers tend to buy more rugged work clothes, whereas white3collar workers buy more business suits. ". E"onomi" Situation : A person5s economic situation will affect product choice. Anna Flores can consider buying an e!pensive #ikon if she has enough spend able income, savings, or borrowing power. . 'i#est%!e : A person5s pattern of living as e!pressed in his or her activities, interests, and opinions. e. PERSONA'ITY : A person5s distinguishing psychological characteristics that lead to relatively consistent and lasting responses to his or her own environment. 3. PSYCHO'O(ICA' FACTORS : A person5s buying choices are further influenced by four maor psychological factors 1 motivation, perception, learning and beliefs and attitudes. a. Moti6e -Dri6e. : A need that is sufficiently pressing to direct the person to seek satisfaction of the need. b. Per"e$tion : The process by which people select, organi=e and interpret information to form a meaningful picture of the world. ". 'earnin& : +hanges in an individual5s behavior arising from e!perience. . 4e!ie# : A descriptive thought that a person holds about something. e. Attitue : A person5s consistently favourable or unfavourable evolutions, feelings, and tendencies toward an obect or idea. 4RAND AM4ASSADOR +elebrities draw these powerful meaning from the role they assume in their television, movie, military, athletic and others careers. 8ach new dramatic role brings the celebrity into contact with a range of obects, persons and conte!ts out of these obects, persons and conte!ts are transferred meaning that then reside in the celebrity. Advertising use celebrities as endorsers to breakthrough the advertising clutter. They believe that celebrities have stopping power and draw attention to advertising messages. For instance, commercials that use Amitabh "aachan or shahrukh @han as endorsers are more likely to be effective in capturing the attention of the target audience. 'arketers think that a popular celebrity cannot only influence audience feelings, attitudes and purchase behaviors positively, but can also enhance product image or performance in the consumers5 mind. +elebrity endorsements are less likely to influence knowledgeable consumers about a product or service or those holding strong attitudes compared to consumers with time knowledge or neutral attitudes. +ollege age students were more likely to have a positive attitude towards a celebrity endorsed product than older consumers. The observation indicates that, in the Indian conte!t, teenage market has generally been very deceptive to celebrity endorsers as is evidenced by the frequent use of cricket players and film stars in advertising for cosmetics soft drinks, two3wheeler autos and other products. HISTORICA !AC"#ROUND PROFILE OF SUNFEAST IT+ made its entry into the branded ( packaged Foos business in August &AA$ with the launch of the Kit"7ens o# Inia brand. A more broad3based entry has been made since ?une &AA& with brand launches in the Con#e"tioner%< Sta$!es an Sna"k Foos segments. In &AA&, the =mint5oB trade mark was acquired and relaunched in orange and mint flavours. In the same year >Can%man? was added to the confectionery range and >Aas7ir6aa? atta was rolled out. The =Aas7ir6aa? brand now e!tends to ready3to3 eat foods, ready3to3cook pastes and salt. In &AA) the >Can%man? range was e!panded to include deposited candies and Cclairs. In &AA) >Sun#east? bis"uits were launched and >mint5o? lemon mint flavour was introduced. In &AAD the >Kit"7ens o# Inia? brand was e!tended to cooking pastes S*NFEAST ;iding on the success of offerings in the .lucose, 'arie and +ream categories, IT+ has recently enriched its 5Sun#east5 range of bis"uits. The +ompany has launched three new cream flavours 3 +oconut, ,trawberry and %ineapple. ,trawberry ( %ineapple creams have flavour enhancers. IT+ has pioneered the launch of coconut cream bis"uits in India. The +ompany has also introduced =Sun#east Dark Fantas%=, a dark chocolate and vanilla cream offering for the premium segment in select markets. 5 Sun#east5 has also entered the milk biscuit category with its =Sun#east Mi!k% Ma&i"= bis"uits. These bis"uits are made of "o8=s mi!k. Sun#east has tied up with 5Aavin5, the biggest milk brand in Tamil #adu, for sourcing cow5s milk. "oth the new cream bis"uits and milk bis"uits have received an enthusiastic response from consumers. The Sun#east range has been further e!panded with the launch of =Sun#east Sna"k%= salted crackers in & unique variants vi=., +hilli Flakes and +lassic ,alted. Sun#east=s latest offering, (o!en 4akes blends the sheer richness of pure butter with that of crisp cashews. This range is available in ) e!citing variants vi=. 4utter< Cas7e8 and Hone% @ Cas7e8. =Sun#east Pasta Treat=, a whole wheat based non3fried product in D e!citing flavours, has been introduced as a healthy snacking option for children. The snack food team is geared and ready to further enrich its product portfolio in the near future. The effectiveness of advertising messages is widely believed to be moderated by audience involvement. In this paper, psychological theories of attention and levels of processing are used to establish a framework that can accommodate the maor consumer behavior theories of audience involvement. Four levels of involvement are identified 6in order from low to high7 as preattention, focal attention, comprehension, and elaboration. These levels allocate increasing attentional capacity to a message source, as needed for analysis of the message by increasingly abstract3and qualitatively distinct3representational systems. -ower levels use relatively little capacity and e!tract information needed to determine whether higher levels will be invoked. The higher levels require greater capacity and result in increasingly durable cognitive and attitudinal effects. The twist in the tale is that the Federation of "iscuits 'anufacturers of Inia -F"'I7, whose members include bis"uit maors such as "ritannia, are alleging high handedness by IT+ in the episode. IT+ is not a member of F"'I. +80 of IT+ foods division ;avi #aware, when contacted, confirmed that the company had filed a case against ;a Agro in the "ombay 2igh +ourt. 2e, however, did not comment on the arrest of ;a @umar Aggarwal, the managing director of ;a Agro. IT+ had recently roped in filmstar ,hah ;ukh @han to endorse the brand. 8!pressing anguish on the arrest of 'r ;a @umar Agarwal on the basis of complaint by IT+, F"'I president "% Agarwal said, Esuch high3handed action on the part of IT+ was contrary to the sense of unity amongst bis"uit manufacturers and this has never happened in the 7istor% of the industry. IT+, 'r -oya said, had filed a complaint against ;a Agro with the 2yderabad police station following which a posse of about &AA policemen had come to raid the ;a Agro factory and arrested 'r Aggarwal. 'r #aware, however, maintained that 2yderabad police had conducted a raid on ;a Agro based on the evidence that the company was making biscuits whose design was same as IT+Bs ,unfeast. ?ust a fortnight ago, +adbury Inia had sued IT+ for ;s $A crore alleging damages on issues of trademark and copyright infringement of its brand <airy 'ilk 8clairs. 'r #aware refused to comment on the case saying that it was sub3udice. PROFI'E OF PAR'E Introu"tion A long time ago, when the "ritish ruled India, a small factory was set up in the suburbs of of 'umbai city, to manufacture sweets and toffees. The year was $F&F and the market was dominated by famous international brands that were imported freely. <espite the odds and unequal competition, this company called %arle %roducts, survived and succeeded, by adhering to high quality and improvising from time to time. A decade later, in $F)F, %arle %roducts began manufacturing biscuits, in addition to sweets and toffees. 2aving already established a reputation for quality, the %arle brand name grew in strength with this diversification. %arle .lucose and %arle 'onaco were the first brands of biscuits to be introduced, which later went on to become leading names for great taste and quality. Ho8 Par!e #ou&7t to make bis"uits a##orab!e to a!!. "iscuits were very much a lu!ury food in India, when %arle began production in $F)F. Apart from .lucose and 'onaco biscuits, %arle did offer a wide variety of brands. 2owever, during the ,econd 4orld 4ar, all domestic biscuit production was diverted to assist the Indian soldiers in India and the Far 8ast. Apart from this, the shortage of wheat in those days, made %arle decide to concentrate on the more popular brands, so that people could enoy the price benefits. T7e stren&t7 o# t7e Par!e 4ran 0ver the years, %arle has grown to become a multi3 million :, <ollar company. 'any of the %arle products 3 biscuits or confectionaries, are market leaders in their category and have won acclaim at the 'onde ,election, since $FG$. Today, %arle enoys a DA* share of the total biscuit market and a $H* share of the total confectionary market, in India. The %arle "iscuit brands, such as, %arle3., 'onaco and @rackack and confectionery brands, such as, 'elody, %oppins, 'angobite and @ismi, enoy a strong imagery and appeal amongst consumers. "e it a big city or a remote village of India, the %arle name symboli=es quality, health and great tasteI And yet, we know that this reputation has been built, by constantly innovating and catering to new tastes. This can be seen by the success of new brands, such as, 2ide ( ,eek, or the single twist wrapping of 'ango bite. In this way, by concentrating on consumer tastes and preferences and emphasi=ing ;esearch ( <evelopment, the %arle brand grows from strength to strength. T7e ,ua!it% Commitment %arle %roducts has one factory at 'umbai that manufactures biscuits ( confectioneries while another factory at "ahadurgarh, in 2aryana manufactures biscuits. Apart from this, %arle has manufacturing facilities at #eemrana, in ;aasthan and at "angalore in @arnataka. The factories at "ahadurgarh and #eemrana are the largest such manufacturing facilites in India. %arle %roducts also has $D manufacturing units for biscuits ( H manufacturing units for confectioneries, on contract. All these factories are located at strategic locations, so as to ensure a constant output ( easy distribution. 8ach factory has state3of3the3art machinery with automatic printing ( packaging facilities. T7e Marketin& Stren&t7 The e!tensive distribution network, built over the years, is a maor strength for %arle %roducts. %arle biscuits ( sweets are available to consumers, even in the most remote places and in the smallest of villages with a population of ust HAA. %arle has nearly $,HAA wholesalers, catering to D,&H,AAA retail outlets directly or indirectly. A two hundred strong dedicated field force services these wholesalers ( retailers. Additionally, there are )$ depots and +(F agents supplying goods to the wide distribution network. The %arle marketing philosophy emphasi=es catering to the masses. 4e constantly endeavour at designing products that provide nutrition ( fun to the common man. 'ost %arle offerings are in the low ( mid3range price segments. This is based on our cultivated understanding of the Indian consumer psyche. The value3for3money positioning helps generate large sales volumes for the products. 2owever, %arle %roducts also manufactures a variety of premium products for the up3market, urban consumers. And in this way, caters a range of products to a variety of consumers. T7e Customer Con#ien"e The %arle name conures up fond memories across the length and breadth of the country. After all, since $F&F, the people of India have been growing up on %arle biscuits ( sweets. Today, the %arle brands have found their way into the hearts and homes of people all over India ( abroad. %arle "iscuits and confectioneries, continue to spread happiness ( oy among people of all ages. The consumer is the focus of all activities at %arle. 'a!imi=ing value to consumers and forging enduring customer relationships are the core endeavours at %arle. I feel sure that the 8ast Indies means Inia, as there is a town named 2oogley, also another town, #orth of +alcutta named PAR'E 6manufacture of biscuits from Inia by an Indian +ompany, the product is named Par!e=s "iscuits, and are obtainable in ,ydney7. 0ther "ranches of the PAR'E=s have been located in #ew Jealand9 #ebraska, :.,.A.9 +alifornia, :.,.A.9 "erkley, :.,.A.9 also a Father ;ichard PAR'E in ,outh @orea. All these branches of the PAR'E=s had their origin PROFI'E OF 4RITANNIA MARKET "aking practices were well known to Indian cuisine for thousands of years, but the humble bis"uit became a familiar and commonplace item of diet only during the &Ath century. The products and marketing strategies of IniaBs premier food company 4ritannia Industries -imited over the last century have been responsible for this remarkable dietary acculturation. The entire biscuitsB market is estimated to be $.$ million tonnes per annum, and valued at over ;s. HA billion. The biscuits segment enoys one of the most developed markets for any item of mass consumption, covering over FA per cent of the overall potential market. This implies that over FAA million Indians buy and eat biscuits, with varying frequency in any year. The market is highly competitive at the supply3side, with thousands of small3scale manufacturers as well as others in the organised, large3scale sector. The strength of the 4ritannia brand is demonstrated by the fact that it stands far above all in this fiercely competitive market, with over DK per cent market share, by value 6,ource1 A+#ielsen 0;.3'A;. &AA)7. ACHIE+EMENTS 4ritannia is synonymous with the rise and growth of the bis"uit industry in Inia. Throughout this process it has displayed an uncanny intuition about emerging popular tastes for biscuits. This foresight, coupled with the will to innovate and evolve new products, has been the impetus that has propelled the 4ritannia brand ahead of the rest. "eing the market leader, 4ritannia Industries operates under an underlying principle of setting its own rules and standards that have almost always become the adopted paradigm for the entire bis"uit industry. It brought the health dimension to an industry that was traditionally driven by taste alone. This is reflected in 4ritanniaBs brand slogan, introduced in $FFG that e!horted consumers to L8at 2ealthy, Think "etterB. This was quickly embraced by the entire industry to come up with similar promotional campaigns showing biscuits to be an epitome of a healthy, happy diet. .oing beyond biscuits has been the most difficult challenge and a litmus test for the company. 4ritannia entered the dairy category with the launch of 4ritannia 'ilkman range of dairy products. 4ith the success of 4ritannia 'ilkman +heese, it achieved a niche for itself in a category that was defined by a competitor that had created the category. 4ritanniaBs products retail in over & million outlets 6,ource1 A+#ielsen 0;.3'A;., &AA)7, selling appro!imately &AA million packs a month. 4ith millions of happy consumers every month, 4ritannia is considered to be one of the most trusted food brands in Inia 6,ource1 8T "rand 8quity ,tudy, &AA)7. 4ritannia has also successively made the Forbes -ist of &AA "est ,mall +ompanies in the world for the years $FFF, &AAA and &AA&. HISTORY ,tarted way back in $MF& with an investment of ;s. &FH, biscuits were manufactured in a small house in central @olkata. -ater, the business was acquired by the .upta brothers and operated under the name of V.,. "rothers. In $F$M, + 2 2olmes, an 8nglish businessman in @olkata was taken as a partner and LThe 4ritannia 4is"uit +ompany -imited 6""+o7B was launched. The 'umbai factory was setup in $F&D and %eak Freans, :@ acquired a controlling interest in ""+o. "iscuits were in big demand during 4orld 4ar II, which gave a fillip to the companyBs sales. ""+o celebrated its golden ubilee in $FKM and the company name was changed to the current 4ritannia Industries -imited in $FGF. In $FM& #abisco "rands Inc., :,A became a maor foreign shareholder. Ten years later in $FF&, 4ritannia Industries -imited celebrated its platinum ubilee. The following year, the 4adia .roup acquired a stake in A"I-, :@ and became an equal partner with .roNpe <anone in 4ritannia Industries -imited. PROD*CT 4ritannia has restructured its portfolio of products at regular intervals, to constantly redefine and strengthen the Indian bis"uit market. This strategy has enabled it to serve the key needs of the Indian consumer across age groups and diverse consumption situations, through an optimum range of brands. The success of this strategy enabled 4ritannia to reduce the number of focus3brands from &D in $FFM, to nine in &AA$. All its product offerings derive their premium qualities from the principles of health and taste. This key premise has led to the evolution of a lifetime menu where a 4ritannia product e!ists for every stage in a personBs life. The highest consumption group for biscuits are children9 here 4ritannia offers 'ilk "ikis with all the Lgoodness of milkB required by younger kids, while the Tiger brand is aimed at G3$D year olds and provides them with the e!uberant health required by Lwinners of tomorrowB. Another offering for children O Treat, a range of delicious cream biscuits O is meant as a treat for children during fun times. A particularly notable success has been -ittle 2earts, meant for teenagers and kids, which has completely dispelled an erstwhile industry a!iom that this target group did not snack on sweet biscuits. 'oving on to other age groups, "ritannia created HA3HA as a biscuit snack for young adults with its sweet3salty duality. The savoury Time %ass brand is targetted at the same age group as well. "ritannia 'arie.old, is a venerated tea3time offering that is 5packed with wheat energy5 and has found much favour with health conscious urban adults. .ood <ay, a cookie filled with rich ingredients is a healthy everyday treat for the entire family. "ritannia has a range of bread and cakes entrenched in the fresh bakery segment. These products allow the consumers to interact with the brand more often and maintain continuity of the taste3with3health promise. Re"ent De6e!o$ments A new initiative taken by "ritannia, to cater to all the taste fads of the consumer, seeks to widen the range of its snack foods. This will be "ritannia5s biggest challenge in the ne!t few years. 'eanwhile in e!isting categories of biscuits and baked products, innovation will be the key principle. A host of new flavours and food3formats, as never seen before in the Indian market, are due to enter the market in &AAD. Thus, "ritannia will continue to define the Indian market in biscuits and other food products. PROMOTION The role of promotions for "ritannia is especially important in this highly fragmented and competitive market. Today, the company prides itself on communication that is innovative, yet constantly able to strike a chord in the consumers5 hearts and minds. "ritannia5s promotions have virtually redefined consumer e!pectations from this category. To reach out to the Indian consumer, "ritannia has successfully leveraged India5s two HISTORY OF PRIYA(O'D The wondrous magical ourney of our company ,urya Food ( Agro -td. began in 0ct. $FF) ( since then we have been one of the leading manufacturers of biscuits in northern India, our brand E%;IPA.0-<Q has been a perennial favorite since then. 0n a profound level the inevitable cycle of distribution network has helped us to chart our way in western party of India as well. It is our obsession to make the finest quality biscuits available to the consumers ( it has been our constant endeavor to give our consumer a palate to look forward to a taste ( flavor that is uniquely E%;IPA.0-<.Q 4e have operated in the new age sharply ruled by the di==ying pace of technology, poised to catch emerging trends thus improving quality standards, where fully automated ovens bake the biscuits round the clock and they find their way into automatic packing units at the companyBs plant in ,urapur, .reater #oida 6:.%.7 to cater to the ever growing demand of E%;IPA.0-<Q biscuits. This thinking is reflected in what our brand stands for E2aq ,e 'aangoQ, a positioning that was formulated to drive home the fact that everyone has the right to good taste ( the right to ask for it. 4e feel that the means to finding the future lies not ust in believing about tomorrow but in ourselves. 4hat can never be destroyed like the eternal forces of nature is our trust ( confidence in ourselves. Thus empowered we have ensured that E%;IPA.0-<Q always strives hard to satisfy our esteemed consumers. This compile flaunts the most cherished products that we have in our /%;IPA.0-</ portfolio. TA"-8 O$ ,204I#. %;0FI-8 0F ;8,%0#<8#T,. Occupation Gender Age Student Business Seri!e Ma"e Fe#a"e $%&'% '$&(% ($&)% )$&*% Abs+ N,+ $%- %. %- /* (* -. )% %$ %( 0 /1+$.0 *+%0 *+/(0 -%+/(0 '1+$.0 .(+(* 0 ((+(( 0 +/(0 '+*0 Re$earc% &et%odology S*R+EY DESI(N : This report is an e!ploratory type in which the study has been done in order to find out the important fact and complete the data. After deciding the topic researcher had conducted a survey of $&A randomly selected samples of service man, businessman, students . Also data is collected through newspaper, maga=ine and internet. 0bective of the survey 1 $. To know the brand preference. &. To know the particular variety for which consumer has more demand. ). To know the factors which affect the buyers decision. D. To know the role of advertising. H. To know the reason of brand loyalty. K. To know the role of any brand ambassador. G. To know the role of sales promotional techniques. S"o$e o# t7e Stu% : The study was aimed for the people of Varanasi city only. All the respondents were of Varanasi city.
T7e Sam$!in& Te"7ni9ues : A sample si=e of $&A respondents were taken from urban areas, which selecting the sample convenience random sampling was used. The instruments used was questionnaire which was framed on the basis of stated obective of the study. The strict random sampling was not possible due to lack of time cost and contact. S*R+EY PROCED*RE Primar% Data : The research instrument questionnaire was distributed personally and through friends among randomly selected respondents. The care was taken to ensure that respondents should be the biscuit user. The questionnaire had been prepared in both 8nglish and 2indi to have clear understanding about the question to get actual feedback. The work able questionnaire were $&A in number. It was mentioned that the received information would be used for purely academic purpose. Prob!ems in ata Co!!e"tion : <uring data collection the following problems were faced and e!perienced by my self and by other who administered the questionnaire 3 $. ,ome respondents were reluctant to fill the questionnaire. &. 'any respondents asked what benefit they will get by filling this questionnaire. ). Few of them were careless ( non. +ooperative to return the questionnaire. 4ith all hard work. patience and persuasive effort, the investigator could finally collect the response sheets for the further analysis. The questionnaire received were edited, tabulated and cross tabulated for various data. The analysis was conducted on the basis of obectives and friends were obtained which were shown with the help of pie chart, bar chart etc. Analy$i$ ' Inter(retation Q 1. Do you l i ke to eat the bi scui t ? Tab"e&Showing the consumption of biscuit. Sl. No. Option Absolute No. of Respondent %age A YES 120 100% B NO 0 0% TOTAL 120 100% INTERPRETATION !IS"#SSION $ $AA* ;espondents said that they eat the biscuit the reason being that everyone like the taste, price etc., of biscuit and it is easily available in the market. 'oreover it is usually taken for light refreshment any time in a day. Q 2. Whi ch pati cul a !ai ety "o you co#su$e $oe ? Tab"e& A Showing the variety which is consume more. 100% 0% 0% 20% 40% 0% !0% 100% 120% "#S $O Sl. No. Option Absolute No. of Respondent %age A Sal ty %& %0% B S'eet %& %0% ( Sal ty ) S'eet *+ *0% ,O,A- 120 100% INTERPRETATION !IS"#SSION $ Table shows that )A* of respondents consume salty biscuit and similar percentages of respondents consume sweet variety. Table also shows that DA* of respondents consume both sweet and salty variety, because salty and sweet biscuit is a very tasteful item. Indian usually have a salty taste in their eating habit. Its more common among middle class. Its reflected from the study that the respondents preferred tinge of salty ( sweet taste of biscuit the has been e!ploited by "ritannia and %arle in their respective brand HA3HA ( krackack. %0% %0% 40% Sa&ty Sweet Sa&ty ' Sweet TA4'E A 1 4 ,howing the age wise variety which consume more. C!ass Inter6a! No. O# Peo$!e in T7e C!ass Sa!t% S8eet Sa!t% @ S8eet Abs. No. B Abs. No. B Abs. No. B Abs. No. B $A O &A GK K).))* &) )A.&K* &A &K.)$* )) D).D&* &$ O )A DA )).))* $) )&.H* $H )G.HD* $& )A* )$ O DA $ A.M)* A A* A A* A$ $AA* D$ O HA ) &.H* A A* A$ )).))* A& KK.KK* INTERPRETATION !IS"#SSION$ The analysis shows that between $A to &A years total #o. of respondents are GK in which )A.&K* respondents consume salty biscuits. &K.)$* respondents in the same class interval consume sweet biscuit. In the same class interval highest D).D&* respondents consume sweet and salty. Table shows that between &$ to )A years total numbers of respondents are DA, in which )&.H* respondents consume salty, )G.H* respondents consume sweet and )A* respondents consume salty and sweet biscuit. "etween D$ to HA years total number of respondent are ), in which all respondents consume sweet, salty ( sweet biscuit. It revealed from the table that teenagers mostly like sweet ( salty taste of biscuits. 0n the other hand adults ( comparatively older group prefer sweet taste. 0% 20% 40% 0% !0% 100% 10 ( 20 21 ( %0 %1 ( 40 41 ( )0 OPTION N O +
O F
R E S P O N 2 E N T Sa&ty Sweet Sa&ty ' Sweet Q %. Whi ch Ba#" "o you pe.e $oe ? Table % A & sho'i #/ the ba#" pe.ee#ce. Sl. No. Option Absolute No. of Respondent %age A Bi ta##i a *0 %1.1&% B 2al e %& %0.00% ( 2i ya/ol " 10 1*.1&% D Su#.east 11 1.1&% E A#$ol 0% 2.3% 4 5ol i cks 0& 3.00% TOTAL 120 100% %*.1% %0.00% 14.1% *.1% 2.)0% ).00% 0% )% 10% 1)% 20% 2)% %0% %)% 40% 4)% +ritannia ,ar&e ,riyago&d Sunfeast Anmo& -or&ic.s OPTION N O +
O F
R E S P O N 2 E N T INTERPRETATION !IS"#SSION $ It is revealed from the analysis that )F.$K of the respondents use "ritannia because "ritannia is a very popular biscuit and many verieties are available in the market. The other preferred brand mentioned by the respondents are %arle )A.AA*, %riyagold $D.$K*, ,unfeast F.$K* and -owest preferred of Anmol and 2orlicks biscuit which percentage are &.H*, H*, because it is not famous brand. The different variety of "ritannia are HA3HA,'arie .old, .oodday, Tiger, 0range ( 8lachi cream and of %arle are parle3., krackack,monoca, 0range cream . ,ince it is frequently consumed eatable stuff, the image and creditability play portrait role. The local brand doesn5t enoy the confidence of the respondents hence referred by very low percentage of respondents. TA4'E A 2 4 ,howing the wise brand preference. C!ass Inter6a! NO. o# Peo$!e in t7e "!asses 4ritannia Par!e Pri%a&o! Sun#east Anmo! Hor!i"ks Abs. No. B Abs. No. B Abs. No. B Abs. No. B Abs. No. B Abs. No. B Abs. No. B $A O &A GK K).)) &K )D.&$* &A &K.)$* $) $G.$A* F $$.MD* & &.K)* K G.MF* &$ O )A DA )).)) $F DG.H* $D )H.AA* D $A* & H* $ &.H* A A* )$ O DA $ A.M) A A* $ $AA* A A* A A* A A* A A* D$ O HA ) &.H & KK.KK* $ )).))* A A* A A* A A* A A* I#T8;%;8TATI0# ( <I,+:,,I0# 1 The analysis shows that between $A to &A years total #o. of respondents are GK in which )D.&$* respondents preferred "ritannia biscuit. &K.)$* respondents in the same class interval prefer %arle. $G.$A* respondents in the same class interval less preferred %riyagold . &.K)* respondents in the class interval of $A3&A Pears has preferred Anmol biscuit. The percentages of respondents is less as it is not popular. The analysis shows that between &$ to )A years total #o. of respondents are DA, in which DG.H* respondents preferred "ritannia. )H.A* respondents in the same class interval prefer %arle. &.H* respondents in the same class interval prefer Anmol biscuit because it was a local product and does not have good reputation in the market. 0% 10% 20% %0% 40% )0% 0% /0% !0% *0% 100% +ritannia ,ar&e ,riyago&d Sunfeast Anmo& -or&ic.s OPTION N O +
O F
R E S P O N 2 E N T 10 ( 20 21 ( %0 %1 ( 40 41 ( )0 "etween D$ to HA years total #o. of respondents are ), in which all respondents preferred "ritannia and %arle biscuit. Its deduced from the analysis that "ritannia ( %arle are the most popular brands irrespective of the age group. 2owever comparatively older group has more positive attitude to wards "ritannia. As for as %arle5s concerned figure were, Its more popular among &$ to )A years age group. It seems age does not plays any prominent role in brand popularity ( acceptance. Q *. What ae the easo#s 'hi ch $ake you ba#" l oyal ? Tab"e0Showing the reason for brand &oya&ity. Sl. No. Option Absolute No. of Respondent %age A ,aste 103 +0.3% B 2i ce 02 1.&&% ( Ba#" Na$e 01 0.3% D A#y othe6 7ual i ty )pi ce 0* %.%%% TOTAL 120 100% !/.)0% 1.% /.)0% %.%%% 0% 10% 20% %0% 40% )0% 0% /0% !0% *0% 100% 1aste ,rice +rand $ame Any other2 3ua&ity 'price OPTION N , +
, 3
R e s 4 , n d e n t INTERPRETATION !IS"#SSION $ There are many reasons for brand loyalty. After getting the response I came to know that taste first occupies position in brand loyalty hierarchy with MG.H* response. "iscuit5 being a very popular snack item is used only often for entertaining guest with tea, given to children and patient the taste along with nutritive value becomes very determining. factor for purchase and repurchase. 0nly $.KK* respondents have favored price as a reason for repurchase. It e!hibits that maority is conscious of health value than price. Q 3. Ae you sati s.i e" 'i th you ba#"s? Tab"e&Showing the satisfaction with brand. Sl. No. Option Absolute No. of Respondent %age A YES 113 13.+%% B NO 01 0.+%% ( Do#8 t k#o' 0* %.%%% TOTAL 120 100% INTERPRETATION !IS"#SSION $ Table shows that FH.M)* respondents satisfied with their brand because product5s performance is a better than customer e!pectations. 4hereas A.M)* respondents clearly dissatisfied with them own brand and rest ).))* respondents said that do not know about the statement. It5s referred that people make their choices of biscuits with well thought reasons. *).!%% 0.!%% %.%%% 0% 20% 40% 0% !0% 100% "#S $O 4on5t .now OPTION N O +
O F
R E S P O N 2 E N T Q &. Whi ch o. the .ol l o'i #/ .acto "o you thi #k 'i l l e..ect the buyi #/ "eci si o#s? Tab"e&Showing factor effecting in buyi ng decision Sl. No. Option Absolute No. of Respondent %age A 2i ce 03 *.1&% B 2acka/i #/ 01 0.+%% ( Ba#" Na$e 12 10.00% D Qual i ty 0+ &3.00% E A"!eti si #/ 2* 20.00% TOTAL 120 100% 4.1% 0.!%% 10.00% ).00% 20.00% 0% 10% 20% %0% 40% )0% 0% /0% ,rice ,ac.aging +rand $ame 6ua&ity Advertising OPTION N O +
O F
R E S P O N 2 E N T INTERPRETATION !IS"#SSION $ The analysis shows that higher KH.A* respondents buy the biscuit on the basis of quality. The other factors like price, packaging, brand name etc. do not carry much of the weighting the decision3 making processes. 2owever, advertising influenced &A* respondent. Advertising woke as a communication media is make individuals aware about the different attribute of biscuits. 2owever ultimately its quality influences while most selecting the brand $A * respondents are of guided by the brand name ( its image in the market. TA4'E A C 4 ,howing the age3wise factor effecting the buying decision. (lass 9#te!al No. o. people i# the class 2ice 2acka/i#/ Ba#" #a$e Quality A"!etisi#/ Abs. % Abs. % Abs. % Abs. % Abs. % Abs. % 10'20 0& &%.&&% % %.1*% 0 0% 1 11.+*% *1 &*.*0% 13 11.0%% 21'%0 *0 %%.%%% 1 2..3% 1 2..3% % 0.3% 2& &3% 1 22.3% %1'(0 1 0.+%% 0 0% 0 0% 0 0% 1 100% 0 0% (1')0 % 2.3% 1 %%.%%% 0 0% 0 0% 2 &&.&&% 0 0% 0% 10% 20% %0% 40% )0% 0% /0% !0% *0% 100% ,rice ,ac.aging +rand name 6ua&ity Advertising OPTION N O +
O F
R E S P O N 2 E N T 10(20 21(%0 %1(40 41()0 INTERPRETATION !IS"#SSION $ The analysis shows that between $A to &A years total #o. of respondents are GK in which ).FD* respondents said that price effect the buying decision. $$.MD* respondent in the same class interval effect by brand name. 2ighest KD.DG* respondents believe that their buying decision is effected by quality. $F.G)* respondent in the same class interval is effected by advertising. Table shows that between &$ to )A years total #o. of respondents are DA, In which highest KH* respondents said that effected by quality because quality is a main factor of the brand. "etween D$ O HA years total number of respondents are ), in which all respondents said that price and quality effect the buying decision. Irrespective of the age group quality is most wanted attribute to make purchase. 2owever older group between D$OHA years show inclination to words price factors. The reason may be economy with ( health to manage the family e!penses etc. Q 0. Do you thi #k pese#ce o. ba#" a$bassa"o hel ps i # buyi #/ "eci si o#? Tab"e& Showing the inf&uence of brand ambassador in buying decision. Sl. No. Option Absolute No. of Respondent %age A YES *+ *0.0% B NO 32 *%.%%% ( Do#8 t k#o' 20 1&.&&% TOTAL 120 100% 40.00% 4%.%%% 1.% 0% 10% 20% %0% 40% )0% "#S $O 4on5t .now OPTION N O +
O F
R E S P O N 2 E N T INTERPRETATION !IS"#SSION $ It is revealed from the analysis that DA.A* of the respondents do agree that presence of brand ambassador help in buying decision because presence of brand ambassador help in right choice of the brand for buying decision. 2owever, D).))* of respondents do not agree because they believe on the brand quality than presence of brand ambassador and rest $K.KK* said that they do not know about the statement. -oyalty of individuals don5t agree with the role of brand ambassador for promotions the brand. The perception may be that the celebrities are professional people and they do not in an advertising for them own interest. 2owever some of respondents may identify themselves with the brand ambassador especially children ( youngsters. Q +. Whi ch o. the .ol l o'i #/ sal es po$oti o# tech#i 7ue 'i l l be $oe e..ecti !e ? Tab"e& Showing most effective sa&es promotion techni3ue. Sl. No. Option Absolute No. of Respondent %age A 4ee /i .t 20 22.3% B Di scou#t %3 21.1&% ( (oupo# 01 0.3% D :e"ucti o# i # pi ce *1 *0.+%% TOTAL 120 100% 22.)0% 2*.1% /.)0% 40.!%% 0% )% 10% 1)% 20% 2)% %0% %)% 40% 4)% NO+ OF RESPON2ENT 7ree gift 8oupon OPTION INTERPRETATION !IS"#SSION $ ,ales promotion technique is a important factor in buying decision. ,o table show that &F.$K* respondents effected by discount because same quality available on the discount price. 'any other factor are free gift &&.H* coupon G.H*, the most effective method of sales promotion technique is a reduction in price as given by DA.M)* respondents. 'aority of the respondents feel to have reduction in price of the packet for increasing the sale. 6 * 9f you don5 t get your brand wi&& you change it: Tab"e& Showing preference of consumer. Sl. No. Option Absolute No. of Respondent %age A YES 3% **.1&% B NO &2 31.&&% ( Do#8 t k#o' 03 *.1&% TOTAL 120 100% INTERPRETATION !IS"#SSION $ DD.$K* respondents said that they will change their brand when not available in the market and H$.KK* respondents do not agree to change their brand. It shows loyalty toward the brand. D.$K* respondents to not know whether they well change the brand or not. 2igher degree of brand loyalty is inferred from the analysis. 44.1% )1.% 4.1% 0% 10% 20% %0% 40% )0% 0% "#S $O 4on5t .now OPTION N O +
O F
R E S P O N 2 E N T Q 10. Si #ce ho' l o#/ you ha!e bee# usi #/ thi s ba#" ? Table& Sho'i #/ pei o" o. co#su$pti o#. Sl. No. Option Absolute No. of Respondent %age A 4o 1 yea 1* 11.&&% B 4o % yea 1+ 13% ( .o 3 Yea 1* 11.&&% D 4o l o#/ ti $e 0* &1.&&% TOTAL 120 100% 11.% 1)% 11.% 1.% 0% 10% 20% %0% 40% )0% 0% /0% 7or 1 year 7or % year for ) "ear 7or &ong time OPTION N O +
O F
R E S P O N 2 E N T INTERPRETATION !IS"#SSION$ Tables show that $$.KK* respondents using the brand for $ year and similar percentage of respondent using the brand for H year. $H* respondents use the brand for ) years and K$.KK* respondents use the their brand since long time. :sually taste does not change. It goes with the life. This is the reason maority of respondents have not change them brands for the last many years. Q 11. Woul " you l i ke a#y cha#/e i # you ba#"? Table&Sho'i #/ peopl e 'a#ti #/ cha#/e i # ba#". Sl. No. Option Absolute No. Of Respondent %Age A YES 2+ 2%.%%% B No +& 01.&&% ( Do#8 t k#o' 0& 3.0% TOTAL 120 100% INTERPRETATION !IS"#SSION$ &).))* respondents said that they want some change in their brand, may be attractive packing and short packaging etc. G$.KK* respondents do not want to have any kind of change in their brand. This depicts the total value satisfaction of consumer.
2%.%%% /1.% ).00% "#S $o 4on5t .now )INDIN# ' CONCUSION The biscuit company has achieved a phenomenal growth in the last few decades. "iscuit is usually taken for light refreshment any time in a day. The analysis has revealed the following findings1 $3 'ostly people like to the biscuit. &3 DA* respondents consume sweet ( salty biscuit but rest respondents consume sweet biscuit and salty biscuit. )3 "ritannia and %arle are the most popular brand of biscuit. D3 A great deal of brand loyalty is found among the consumer.MG.H* respondents favoured taste for brand loyality. H3 FH.M)* respondents are fully satisfied with their brand ( ).))* respondents do not know about the statement. K3 Ruality, advertising and brand name are the reason effecting the purchase decision. G3 "rand ambassador have a moderate influence on the buying decision of consumer. M3 It has been seen that the use of sales promotion tool can be very effective to increase the sales in term of price reduction. CONC'*SION +onclusively it is revealed that high quality biscuits are more favored by maority of the respondents. "ritannia holds the supremacy over other brands of the biscuit. 2owever choice of the biscuit depend upon a particular segment. The present study shows the response of middle class people of Varanasi city. S*((ESTION The study suggest the following issues on the basis of the findings 3 $. The focus of the marketing strategy should be on the consumers and product. &. %ricing strategy should aim at reducing the price but not on the cost of quality. ). @eeping up the quality of the brand, innovative features may attract the new customer -ike flavour, packaging etc. D. "ritannia is demanded by most of the respondents 6)F.$K* of respondents7 The company should sustain its market by maintaining its quality and introducing new flavour. H. 'ost of the respondents purchase influenced by brand name, advertising, quality and packaging. #uestionnaire To$i" : "Brand preference of Biscuits in Varanasi" Ti"k DE t7e one 8rite o$tion as %our $re#eren"e. Res$onent Name : A&e : O""u$ation : (ener : Ma!e F Fema!e , 0. <o you like to eat the biscuit S TaU Pes TbU #o , 1. 4hich particular Variety do you consume more S TaU ,alty TbU ,weet TcU ,alty ( ,weet , 2. 4hich brand do you prefer more S TaU "ritannia TbU %arle TcU %riyagold TdU ,unfeast TeU Anmol TfU 2orlicks , 3. 4hat are the reasons which make you a brand loyal S TaU Taste TbU price TcU "rand name TdU Any other name them . . . . . . . . . . . , G. Are you satisfied with your brand S TaU Pes TbU #o TcU <on5t @now , C. 4hich of the following factor do you think will effect the buying decision S TaU %rice TbU %ackaging TcU "rand name TdU Ruality TeU Advertising , H. <o you think presence of brand ambassador helps in buying decision S TaU Pes TbU #o TcU <on5t @now , I. 4hich of the following sales promotion technique will be more effective S TaU Free gift TbU <iscount TcU +oupon TdU ;eduction in %rice , J. If you don5t get your brand will you change it S TaU Pes TbU #o TcU <on5t @now , 0K. ,ince 2ow long your have been using this brand S TaU From $ year TbU 'ore than $ year TcU 'ore than & year TdU From long time , 00. <o you would any changes in your brand S TaU Pes TbU #o TcU <on5t @now T7ankin& You L DSuni! Yaa6E ,tudent '.%. Institute of 'anagement ( +omputer Application "hagatua, Varanasi !i*liogra(%y $inth #dition ;ot&er ' Armstrong ,rincip&es of <ar.eting <.A. Sahaf ,rincip&es of <ar.eting =.S.$. ,i&&ai +agavathi <odern <ar.eting ,rincip&es ' ,ractices S.-.-. ;a>mi ' S.;. +atra Advertising ' Sa&es ,romotion? Second addition 5ebsite www.priyago&d.com www.par&eproducts.com www.superbrand.com