EXCEL International Journal of Multidisciplinary Management Studies _____________ ISSN 2249- 8834

EIJMMS, Vol.5 (6), JUNE (2015)

Online available at zenithresearch.org.in

CUSTOMER SATISFACTION TOWARDS GOOD DAY BISCUITS,

AVADI, CHENNAI

T.PRADEEP RAJ*, R.RAMKUMAR** AND A.K.SUBRAMANI***

*
I YEAR M.B.A,
VEL TECH BUSINESS SCHOOL, VEL TECH UNIVERSITY,
AVADI, CHENNAI 600062. TAMILNADU, INDIA.
**
I YEAR M.B.A,
VEL TECH BUSINESS SCHOOL, VEL TECH UNIVERSITY,
AVADI, CHENNAI 600062. TAMILNADU, INDIA.
***
ASSISTANT PROFESSOR,
VEL TECH BUSINESS SCHOOL, VEL TECH UNIVERSITY,
AVADI, CHENNAI 600062, TAMILNADU, INDIA.

ABSTRACT
Customer satisfaction is the primary source of any business activity, retaining the customers
to their product is most important in the business. The main objective of the study is to find
out the customer satisfaction and loyalty towards Britannia Good day biscuits. Descriptive
research is followed in this research. The universe of the population includes the respondents
who are the consumers of Britannia biscuits,Avadi, Chennai. The samples (i.e. sample size
50) were selected among the consumers of Biscuits, in Avadi for this research. The major
findings of the study are, most (90%) of the respondents are willing to recommend Britannia
Good day biscuits to their friends and relatives. From the research, it is concluded that the
demographic variables such as age group, gender and occupation are having less impact on
the factors of customer satisfaction. The research outcome also indicates that, most of the
customers were satisfied towards consuming BritanniaGood Day biscuits with respect to the
chosen factors.

KEYWORDS: Britannia Good Day, Britannia biscuits, Customer loyalty, Customer

satisfaction, Customer value.

I.INTRODUCTION
Consumers usually face a broad array of products, services that might satisfy a given
need. Satisfied customers buy again and tell others about their good experiences. Dissatisfied
customers often switch to competitors and disparage the product to others.Marketers must be
careful to set the right level of expectations. If they set expectations too low, they must satisfy
those who buy but fail to attract enough buyers. If they raise expectations too high, buyers
will be disappointed. Customer value and customer satisfaction are key building blocks for
developing and managing customer relationships.We have chosen this topic because
Britannia is sustaining in the food industry since 120 years, till now the success of the
products offered by Britannia is very high it is also not declined in the market. The purpose of
this study is to understand the factors influencing customer satisfaction towards
BritanniaGood Day biscuits. More specifically, the focus is on examining the grouped impact
of the factors on customer satisfaction. This research draws on existing research on the factors
influencing customer satisfaction.

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EXCEL International Journal of Multidisciplinary Management Studies _____________ ISSN 2249- 8834
EIJMMS, Vol.5 (6), JUNE (2015)
Online available at zenithresearch.org.in

II.COMPANY PROFILE OF BRITANNIA INDUSTRIES

In the year 1892 the company was started with an initial investment of Rs.295 in
Calcutta. Britannia was acquiring a reputation for quality and value. As time moved on
Britannia took over the distribution of biscuits from Parrys who till now distributed
Britannia biscuits in India.In the year 1983 Britannia crossed Rs.100 crores revenue
mark.The CEO of Britannia industries is NulsiWadia,Britannia strode into the 21st century as
one of Indias biggest brands and the pre-eminent food brand of the industry. The company
unveiled its new corporate identity Eat Healthy, Think Better. It was equally recognized for
its innovative approach to products and marketing. The companys offerings are spread
across the spectrum with products ranging from the healthy and economical biscuits.

III.REVIEW OF LITERATURE
According to Mittal and Kamakura (2001) also address the link between satisfactions
and repurchase behavior. Their major findings indicate that despite identical rating on
satisfaction, due to respondent characteristics such as age, education, marital status, sex and
area of residence, significant difference was observed in repurchase behavior. Over the past
decade, retailers use manufacturer brands to generate consumer interest, patronage and
loyalty in a store.

Jegan, A. and Dr. Sudalaiyandi, S.( 2013) A study on consumer buying behaviour
towards various types of Sunfeast (ITC) biscuits in Kovilpatti is conducted to know the
consumers preferable taste, awareness about various brands, about the choice and their
frequency of preference, satisfaction of Sunfeast Biscuit. The result of the study shows that
Sunfeast biscuits have a good market share in Kovilpatti city.

Dr. M. Arutselvi,( 2012), A Study On Consumers Preference Towards Various

Types Of Britannia Biscuits In Kanchipuram Towns. The topic deals with the study of
consumer behaviour towards Britannia Biscuits. The consumer behavior varies from brand to
brand on the basis of quality, quantity, price, taste, advertisement etc. It is concluded that the
market study on biscuits at Kanchipuram town as helped to know the status of biscuits. It has
revealed the requirements of the taste of the consumer of biscuits. Britannia Biscuits are
having a good market share in Kanchipuram Town.

IV.OBJECTIVES OF THE STUDY

To study about the Customer satisfaction inGood Day biscuits, in Avadi, Chennai.
To assess the association between demographic variables and factors of customer
satisfaction.
To access the customer satisfaction towards quality,availability, price of Britannia
biscuits.
To suggest suitable measure to improve customer satisfaction towards Good Day
Britanniabiscuitsfor its even more reputation in the industry.

V.LIMITATIONS OF THE STUDY

The study is limited to Avadi town with 50 respondents.
The respondents response may have bias, which may not give a true picture about the
chosen research topic.
The sampling unit chosen is the respondent who are consuming Britannia biscuits in
Avadi, the survey result may vary in other locations, based on their preference.

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EXCEL International Journal of Multidisciplinary Management Studies _____________ ISSN 2249- 8834
EIJMMS, Vol.5 (6), JUNE (2015)
Online available at zenithresearch.org.in

VI.RESEARCH METHODOLOGY
Descriptive research is done in this research. The universe of the population includes
the respondents who are the consumers of Britannia biscuits, in Avadi. The samples (i.e.
sample size 50) were selected among the consumers of BritanniaGood Day biscuits, with
respect to Avadi for this research. The samples were chosen from the population, by using
Convenience sampling technique (i.e. Non-probability sampling technique), because the
exact population size is unknown. For collecting the surveys the Social media network have
been used& the questions were selected through Google forms. The primary data were
collected using structured questionnaire in Google forms.

VII. DATA ANALYSIS AND INTERPRETATION

1.FREQUENCY ANALYSIS
Percentage analysis is one of the descriptive statistical measures used to describe
the characteristics of the sample or population in totality. Percentage analysis involves
computing measures of variables selected of the study and its finding will give easy
interpretation for the reader.

Table1:Frequency analysis Demographic profile of the respondents

S.No Particulars Frequency Percentage

1 Age group
15-25years 30 60
25-35years 11 22
35-45years 7 14
Above 45years 2 4

2 Gender
Male 40 80
Female 10 20

3 Qualification
SSLC/HSC 6 12
UG 6 12
PG 28 56
Others 10 20

4 Occupation
Student 30 60
Self-employed/Businessman 10 20
Employee public/private 4 8
Others 6 12
(Source: Primary Data)
INFERENCE
From the above Table1,It is inferred that majority of 54% respondents are consuming
Britannia biscuits and majority of 66% respondents coming under age group 15-25 years are
consuming Britannia biscuits and 70% of male are consuming Britannia biscuits.

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EXCEL International Journal of Multidisciplinary Management Studies _____________ ISSN 2249- 8834
EIJMMS, Vol.5 (6), JUNE (2015)
Online available at zenithresearch.org.in

Table 2. Customer satisfaction towards Good Day Biscuits

S.No Particulars Frequency Percent
1 Frequency of consuming Good Day Biscuits
Daily 15 30
Once in a week 10 20
Once in 2 week 12 24
Once in a month 11 22
Rarely 2 4

2 Consumption of Good Day Biscuits

Less than 6 months 11 22
6months-1year 11 22
1-2 years 12 24
Above 2years 16 32

3 More Famous In The Market

Britannia 27 54
Sunfeast 14 28
Parle-G 6 12
Any other company biscuits 3 6

4 Favourite Biscuit from Britannia Products

Good Day 16 32
Bourbon 9 18
Parle G 14 28
Milk Bikis 10 20
Marie light 1 2

5 Purchase of the biscuit based on the Brand image

Always 24 48
Often 19 38
Sometimes 3 6
Rare 3 6
Never 1 2

(Source: Primary Data)

Table 2 depicts that, 30% of the respondents consumes Good day biscuits daily, 32% of the
respondents consumes Good Day biscuits more than 2 years. Majority (54%) of the
respondents perceives that Britannia biscuits are more famous in the market. 32% of the
respondents favourite biscuit is Good Day biscuits. 48% of the respondents purchase biscuits
based on the brand image.

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EXCEL International Journal of Multidisciplinary Management Studies _____________ ISSN 2249- 8834
EIJMMS, Vol.5 (6), JUNE (2015)
Online available at zenithresearch.org.in

2. Mean and standard Deviation

Table3Mean and Standard - Factors of customer satisfaction
S.No Particulars N Mean Standard deviation
1 Taste 50 3.98 0.807
2 Quality 50 3.02 0.979
3 Quantity 50 3.28 0.917
4 Availability 50 3.40 1.107
5 Flavours 50 3.48 1.129
6 Ingredients 50 3.58 1.032
7 Packaging 50 3.82 0.919
8 Price 50 3.78 0.679
9 Brand image 50 3.90 1.055
10 Packing 50 3.78 0.954
11 Advertisement 50 3.44 1.033
(Primary data)
Table 3 presents that, Most of respondent are satisfied with respect to taste, brand
Image,Packaging and Packing of the biscuits with mean value of 3.90.

3. INDEPENDENT SAMPLE T-TEST

HYPOTHESIS 1
Null hypothesis: There is no significant difference between male and female respondents
with respect to the factors of customer satisfaction towards BritanniaGood Day biscuits.

Table4:t-test for significant difference between male and female respondents with
respect to the factors of customer satisfaction towards Good Day biscuits.

S.No Particulars Gender Mean Standard t value p value

deviation
1 Taste Male 3.83 0.891 1.831 0.073
Female 4.33 0.900
2 Quality Male 3.51 1.040 1.835 0.073
Female 4.07 0.799
3 Quantity Male 3.23 1.003 1.651 0.105
Female 3.73 0.961
4 Availability Male 3.31 1.105 0.834 0.408
Female 3.60 1.121
5 Flavours Male 3.40 1.063 0.762 0.450
Female 3.67 1.291
6 Ingredients Male 3.49 1.011 0.987 0.329
Female 3.80 1.082
7 Packaging Male 3.71 0.893 1.250 0.217
Female 4.07 0.961
8 Price Male 3.69 0.676 1.520 0.135
Female 4.00 0.655
9 Brand image Male 3.83 1.150 0.728 0.470
Female 4.07 0.799
10 Packing Male 3.74 0.817 0.417 0.679
Female 3.87 1.246
11 Advertisement Male 3.46 1.094 0.177 0.860
Female 340 0.910
(Source: Primary Data)

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EXCEL International Journal of Multidisciplinary Management Studies _____________ ISSN 2249- 8834
EIJMMS, Vol.5 (6), JUNE (2015)
Online available at zenithresearch.org.in

INFERENCE
In the above table it is inferred that the p value for taste is 0.073 in which the null
hypothesis is accepted at 5% level of significance& the alternate hypothesis is rejected. Male
customers are comparatively more satisfied with the quality of Britannia biscuits. Other
factors of customer satisfaction like quantity, availability, flavor, ingredients, packaging,
price,brand image in which the pvalue is less than 0.05 hence the alternative hypothesis is
accepted at 1% level of significance. Hence it is concluded that there is no significant
difference between male and female respondents with respect to the factors of customer
satisfaction towards BritanniaGood Day biscuits.

VIII. DISCUSSIONS
There is no difference between male and female of the respondents with respect to the
taste, quality, quantity, availability, flavours, ingredients, packaging, price, brand
image, packing, and advertisement.
There is a significant difference in association between male and female respondents
with respect to the products introduced by Britannia, where male customers are more
satisfied than female customers.
From the mean and standard deviation, it is inferred that the satisfaction level of
customers are moderate with respect to taste and brand image of Britannia biscuits
with the mean value from 3.90 to 3.98.

IX. IMPLICATIONS
Britannia industries may bring a variety of new tastes in biscuits.
They may also use innovative packing methods for covering the biscuits packs.
They may concentrate in advertisements in order to have new customers for their
product.
They may also give some attractive gifts for the kids, inside the biscuits packs.

X. CONCLUSION
Through the research paper entitled,A study on customer satisfaction towards
BritanniaGood Day biscuits, it is concluded that the demographic variables such as age
group, gender and occupation are having less impact on the factors of customers satisfaction.
The research outcome also indicates that, most of the customers were satisfied towards
Britannia biscuits with respect to the chosen factors. This study also indicates that the
customers loyalty towards the Britannia biscuit is also good.

XI. REFERENCES
JOURNALS
1. Bloemer, J.M.M and Kasper,H.D.P. The complex relationship between customer
satisfaction and brand loyalty, Journal of Economic Psychology, Vol 16, 1995, 311-329.
2. Mittal V. And Kamakura, W.A. Satisfaction, repurchase intent, and repurchase behavior:
Investigating the moderating effect of customer characteristics, Journal of Marketing
Research, 38 (1),2001, 131-142.
3. Sirdeshmukh. D, Singh .J, and Sabol. B, Consumer Trust, Value, and Loyalty in
Relational Exchange. Journal of Marketing, Vol.66, 2002, Pp 15-37.
4. Bitner, M.J. Building Service Relationship: It's all about Promises, Journal of Academy
of Marketing Science, 23 (4), 1995, 246-51.

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EXCEL International Journal of Multidisciplinary Management Studies _____________ ISSN 2249- 8834
EIJMMS, Vol.5 (6), JUNE (2015)
Online available at zenithresearch.org.in

BOOKS
1.Philip kotler Marketing management.
2. Consumer Behavior by Leon G Schiffman , Leslie Lazar Kanuk
3. Consumer Behaviour: Text and Cases 1st Edition (Paperback) by Ramneek Kapoor,
Nnamdi O. Madichie Publisher: Tata-McGraw Hill Publisher Edition: 2012.
4. Consumer Behaviour Building Marketing Strategy Publication Year: 2011

WEB REFERENCES:
1. http://www.businessdictionary.com/definition/customer-satisfaction-survey.html
2. http://blog.clientheartbeat.com/why-customer-satisfaction-is-important/
3. http://lexicon.ft.com/term=customer-satisfaction

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