1.

1 Background of the Study

The history of biscuits can be traced back to a recipe created by The Roman chef Apicius, in
which "a thick paste of fine wheat flour was boiled and spread out on a plate. When it had dried
and hardened it was cut up and then fried until crisp, then served with honey and pepper." The
word 'Biscuit' is derived from The Latin words 'Bis '(meaning 'twice') and 'Coctus' (meaning
cooked or baked). The word 'Biscotti' is also the generic term for cookies in Italian. Ancient
Roman armies were issued biscuits as part of their rations. Hardtack & ship's biscuit, Rusk,
Mandelbrot and zwieback all descend from this culinary lineage. Back then, biscuits were
unleavened, hard and thin wafers which, because of their low water content, were ideal food to
store. Advances in technology permitted a wider range of biscuit products. Small cakes and
delicate wafers were gradually added to the family of biscuits. Making good biscuits is quite an
art, and history bears testimony to that. During The 17th and 18th Centuries in Europe, baking
was a carefully controlled profession, managed through a series of 'guilds' or professional
associations. To become a baker, one had to complete years of apprenticeship working through
the ranks of apprentice, journeyman, and finally master baker. Not only this, the amount and
quality of biscuits baked were also carefully monitored.
Asia-Pacific is the fastest growing market for biscuits than western countries. South Asian
countries have largest growing biscuit industries. Among them, India, Pakistan, Malaysia,
Indonesia, Bangladesh represent good market potential for biscuit manufacturing. As Bangladesh
is a densely populated country, it has a huge demand for FMCG products like biscuits. So,
Bangladesh also has a growing industry for biscuit manufacturing. Some of the popular and large
players of biscuit industry of Bangladesh are Olympic, Haque, Nabisco, Pran, Danish, Romania,
Globe, Kishwan, Fu-wang, Bongoj, Cocola, Dekko, Al-amin, Efad etc.

1.2 Justification of the Study

Biscuit is an important fast moving consumer good. People of all age are the target market of
Biscuit companies. There is a huge demand of biscuit all over the country. So, the manufacturers
have to distribute biscuits and reach to their customers continuously. Haque group is one of the
oldest biscuit company of Bangladesh. But due to increasing market competition the company is
still struggling to capture the maximum market share. The following research will help Haque
group to identify customer satisfaction towards their Mr.Milk biscuit. This research will also help
Haque group to know about their customers need so that they can provide what their customer
wants. The research will lead to a greater understanding of consumer & provider.

1.3 Scope of the Study

Bangladesh has a huge market for food products like biscuit and market is introducing new
brands gradually. Some of the aspects of behavioral pattern of consumers are highlighted here.
Various studies have been conducted by different scholars about the customer satisfaction
analysis but most of them related to the price and brand preference. This research is different
from the previous ones in various aspects. This report only focuses on some aspects of customer
satisfaction analysis of Mr.Milk Biscuit but does not say about all the aspects. As it is not
possible to have a census on this, there are some limitations but it has been designed in a way to
find out the best possible findings that meet the research objectives. The survey has been
conducted on city area, so it represents the result of the same.

1.4 Origin of the Study

This report entitled Customer Satisfaction Analysis of Mr.Milk Biscuits is a partial
requirement for the fulfillment of Bachelor of Business Administration (BBA) degree, major in
Marketing from Bangladesh University of Business & Technology (BUBT). The report is the
outcome of 12 weeks assessment work at Haque Group of Industries.

1.5 Objectives of the Study

The report is based on two folds of objectives, they are General Objectives & Specific
objectives.
1.5.1

General Objectives
General objective of this report is to analyze the current Biscuit market & to know about
the customer satisfaction of Mr.Milk Biscuit.

1.5.2

Specific Objective
The specific objectives are1. To provide an insight about biscuit industry of Bangladesh.
2. To know about consumer brand preference of Biscuit.
3. To find out how Haque group can increase their sales of Mr.Milk Biscuits.
4. To find out the factors that influencing the customers in purchasing the biscuit.
5. To provide certain recommendations based on the findings and analysis of the
research.

1.6 Methodology

In this report a research is done for the entitled project of Haque Group of Industries. Hence the
research is done by collection of data from various sources. Both primary and secondary data
sources have been used for the completion of this research work.

1.6.1

Types of Research Design

This is a descriptive type of research. This research tries to identify customer opinion
about Mr.Milk Biscuit. Collected data is mainly gathered from random survey.

1.6.2

Sources of Data
Both primary & secondary data have been used to conduct this research.

1.6.2.1

Primary Sources
a. Consumer survey through questionnaire.
b. Informal interview with officers of Marketing Dept. of Haque Group.
c. Observation

1.6.2.2

Secondary Sources
a. Company previous Record
b. Sales Statements
c. Related books & journals
d. Company website

1.6.3 Data Collection Procedure

Most of the information is collected through questionnaire method & interview method. So
sometime for collecting data researcher administered questionnaire survey and in depth interview
methods have been used.
1.6.3.1

Secondary Data

Secondary data has been collected from various reports, books, journals & articles as
1.6.3.2

well as company website and internet.

Primary Data
Primary Data has been collected from customer survey & personal interviews.