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I KISHAN, Roll no- 6018428 , Registration No: 1611050023 , Class BBA 5th Semester of

the Institute of Management & Technology, Faridabad hereby declare that the Summer


LIMITED” is an original work and the same has not been submitted to any other university

for the award of any other degree. A seminar presentation of the summer training Report was

made on……….. And the suggestions as approved by the faculty were duly incorporated.

Presentation In charge Signature of the Candidate

Forwarded by:
Director/Principal of the Institute

I owe a great many thanks to a great many people who helped and supported me during this

report. My deepest thanks to MR.VIRENDER KUMAR, the guide of the report for guiding

and correcting various documents Of mine with attention and care. He has taken pain To go

through the report and make necessary correction as and when needed. I express my thanks to

the Principal Dr. Ravi Handa and all staff of Institute of management & Technology,

Faridabad for extending their support. I appreciate to the helpful people at company for their

support. I also extend my heartfelt thanks to my family and well-wishers.


I have completed my summer training at Dealership of BRITANNIA INDUSTRUIES

LIMITED. This report has been prepared on behavior of consumer using biscuits in daily life

as fast food or snacks.

The experience that I have gained given me a realistic view of the Marketing Policy of an

industry and surely will guide me throughout my life.

Here I saw the practical application of all those things that we study in our academic syllabus.

In this globalized environment, a person is consider to be a half literate till the time he/she

only has a theoretical knowledge but no practical experience and I got the chance to gain that

practical knowledge and experience by working in this company.

Thus, this training experience has acted as a bridge between my practical and academic





-Introduction of the study

-Objective of the study

-Need and importance of the study

-Review of literature


-Company profile

-Research methodology

-Research design


-Sample size

- Data collection

Data analysis



-Data analysis







Who is a Consumer?

Any individual who purchases goods and services from the market for his/her end-use is

called a consumer. In simple words a consumer is one who consumes goods and services

available in the market.

What is consumer Interest?

Every customer shows inclination towards particular products and services. Consumer interest

is nothing but willingness of consumers to purchase products and services as per their taste,

need and of course pocket. Let us go through the following example:


Consumer behavior is a branch which deals with the various stages a consumer goes through

before purchasing products or services for his end use.

Why do you think an individual buys a product?

 Need

 Social Status

 Gifting Purpose

Why do you think an individual does not buy a product?

 No requirement

 Income/Budget/Financial constraints

 Taste

When do you think consumers purchase products?

 Festive season

 Birthday

 Anniversary

 Marriage or other special occasions

There are in fact several factors which influence buying decision of a consumer ranging from

psychological, social, and economic and so on.

The study of consumer behavior explains as to:

 Why and why not a consumer buys a product?

 When a consumer buys a product?

 How a consumer buys a product?

Fluctuations in the financial markets and recession decrease the buying capacity of


In a layman’s language consumer behavior deals with the buying behaviour of individuals.

The main catalyst which triggers the buying decision of an individual is need for a particular

product/service. Consumers purchase products and services as and when need arises.

According to Belch and Belch, whenever need arises; a consumer searches for several

information which would help him in his purchase.

Following are the sources of information:

 Personal Sources

 Commercial Sources
 Public Sources

 Personal Experience

Perception also plays an important role in influencing the buying decision of consumers.

Buying decisions of consumers also depend on the following factors:

 Messages, advertisements, promotional materials, a consumer goes through also

called selective exposure.

 Not all promotional materials and advertisements excite a consumer. A consumer does

not pay attention to everything he sees. He is interested in only what he wants to see.

Such behaviour is called selective attention.

 Consumer interpretation refers to how an individual perceives a particular message.

 A consumer would certainly buy something which appeals him the most. He would

remember the most relevant and meaningful message also called as selective

retention. He would obviously not remember something which has nothing to do with

his need.

Definition of consumer behaviour

Consumer behaviour is the study of individuals, groups, or organizations and all the

activities associated with the purchase, use and disposal of goods and services, including the

consumer's emotional, mental and behavioral responses that precede or follow these activities.

Consumer behaviour emerged in the 1940s and 50s as a distinct sub-discipline in the

marketing area.
Consumer behaviour is an inter-disciplinary social science that blends elements

from psychology, sociology, social

anthropology, anthropology, ethnography, marketing and economics, especially behavioural

economics. It examines how emotions, attitudes and preferences affect buying behaviour.

Characteristics of individual consumers such as demographics, personality lifestyles and

behavioural variables such as usage rates, usage occasion, loyalty, brand advocacy,

willingness to provide referrals, in an attempt to understand people's wants and consumption

are all investigated in formal studies of consumer behaviour. The study of consumer

behaviour also investigates the influences, on the consumer, from groups such as family,

friends, sports, reference groups, and society in general.

The study of consumer behaviour is concerned with all aspects of purchasing behaviour –

from pre-purchase activities through to post-purchase consumption, evaluation and disposal

activities. It is also concerned with all persons involved, either directly or indirectly, in

purchasing decisions and consumption activities including brand-influencers and opinion

leaders. Research has shown that consumer behaviour is difficult to predict, even for experts

in the field. However, new research methods such as ethnography and consumer neuroscience

are shedding new light on how consumers make decisions.

Customer relationship management (CRM) databases have become an asset for the analysis

of customer behaviour. The voluminous data produced by these databases enables detailed

examination of behavioural factors that contribute to customer re-purchase intentions,

consumer retention, loyalty and other behavioural intentions such as the willingness to

provide positive referrals, become brand advocates or engage in customer citizenship

activities. Databases also assist in market segmentation, especially behavioural segmentation

such as developing loyalty segments, which can be used to develop tightly targeted,

customized marketing strategies on a one-to-one basis. (Also see relationship marketing)


For every study some objective will be there .in this study the main and foremost objective is

to study the current markets trends of Biscuits industries and towards them how the

consumers are reacting to the different companies products. This study is basically to analyze

the behavior of consumer and what factors and attributes affect more to consumer buying


Biscuits Company remain your constant companion, clinging faithfully in all climate

and conditions. It has come down to use through the ages, with mind-boggling changes in

design and technology. Snacks company are no longer protective covering for the , which is

said to have been produced simple by human being stepping in to pool of molten rubber now

a days, snacks industry and fast food industry become integral part of human; complementing

your outfit or receiving compliments on your behalf. Summer or winter, autumn or spring.


In this part we study several consumer behavior and various company’s policy regarding how

to satisfy the consumer. Behavior of a consumer is a complex phenomenon .it can change at

any time and keeps on changing .so we have to study the behavior of a consumer how it

changing and what factor will affect it.


• To study the consumers buying habits.

• To analyze the existing market situation of biscuits companies.

• To study consumer awareness about snacks and fast food product in India.

• To determine the reasons for success of biscuits companies in India.

• To find out differences between BRITANNIA company and other company present in


• To find out customer satisfaction towards snacks, biscuits and its products.

• To study consumer attitude towards different type of biscuits. Like- Britannia, Good

day, marigold etc.


The study is carried out to know the fallowing aspects.

 To assess, the consumers’ needs and wants.

 To predict, the consumer’s acceptance of firm’s various informational and Environmental


 To gauge into the consumer’s mind and understand different consumption related

aspects, of individuals.

To know the percentage of usage of value added services.

To understand, behavior, of brand loyal consumer.

To understand, behavioral pattern of potential consumer.

To analyze, the buying motives of the consumers, while making their purchase decisions.

To understand, expectations and satisfaction level, of consumers.

A study of this kind helps to put theoretical aspects into the project and aims to give

information. Nature of the study methods used, findings of the investigation, conclusions, and

recommendations inferred from the findings aims to enable Britannia to implement the

recommendations made at the end of the study.

The report is purely based on the survey on consumer and has been focused on their demand.

The number of respondents intervened is 100.The study covers information about customer

brand preference, brand awareness, service attributes, etc. Overall scope of the study would

be to enhance the services to the consumer, in the city.



Buying Behavior:

Complex Buying Behavior: Complex buying behaviour involves a three-step

process. First the buyer develops beliefs about the product. Second he or she

develops attitudes about the product. Third he or she makes a thoughtful choice.

Consumers engage in complex buying behaviour when they are highly involved in

a purchase and aware of significant differences among brands. This is usually the

case when the product is expensive, bought infrequently, risky and highly self -

 Dissonance – Reducing Buyer Behaviour: Sometimes the consumer is highly

involved in a purchase but sees little difference in brands. The high involvement is

based on the fact that the purchase is expensive, infrequent and risky. In this case

the buyer will shop around to learn what is available but will buy fairly quickly,

perhaps responding primarily to a good price or to a purchase convenience.

Habitual Buying Behaviour: many products are bought under conditions of low

involvement and the absence of significant brand differences. There is good

evidence that consumers have low involvement with most low – cost, frequently

purchased product.

 Variety – Seeking Buying Behaviour: Some buying situations are characterized

by low involvement but significant brand differences. Here consumers often do a

lot of brand switching. The market leader and the minor brands in this product

category have different marketing strategies.



In biscuit product the consumers mainly search following these quality.

(a) Quality:

A rational consumer always looks about the product quality which they are buying .it

is worth of their price or not.

(b) Price: Price is also a main important and foremost thing. Most of the consumer are

comparing the price of Britannia product and others biscuits company products.
(c) Packing:

Packing plays a very important role to attract the consumers .now most of the

company are giving more emphasis on the packing of the product. That’s why Britannia hold

a specific design over 65 years.


These are the some expected believe about the product arise in consumer like- taste, quality


So to remind this point company got opportunity to increase their sale. Some consumers are

not satisfied with company and some are fully satisfied.


In the mind of consumer before buying before buying any biscuits and snacks product. They

are collecting information about the company, product price, and range, size, discount and the

quality of product.


Most the respondents were highly involved as well as perceive significant difference between

brands. (Complex buying behavior)

Some consumers are variety seekers. Some consumers are buying Britannia biscuits as

habitually as any other thing. Some consumer felt few differences between brand and still got

highly involved (Dissonance, reducing behavior.)


According to Kotler “marketing is the human activity directed at satisfying needs wants

through the exchange process.

The marketing is the process through which producers and customers of various goods are

brought together in an exchange relationships and the transfer of ownership take place.

Marketing process starts even before the goods go into production. It does not end with the

sale but continues till the satisfaction of consumer is obtained


To carry out selling functions, it is important to have a qualified and experienced sale forces

with a leader who can plan organize, direct and control the selling job objectively. The

salesman is an extr3emely important link with consumer and the chain of distribution. it is

sometimes said that salesmanship is the other name of persuasion.

• Salesmanship guide

• Certain motto and guidelines for salesmen are being as how to satisfy the customers.

Guidelines for salesmen.

• It is said “self yourself before you sell the product” so the above saying has meaning

to create your confidence in the mind of consumer to ensure sales.

• Your sincerity and capability in conversing is your performance for success.

• Over conversing never pays simple facts convince better.

• Remember consumer is more intelligent than you.

• You should predetermine in your mind item and size to be should to the consumer as

per stock.

• Your expertise is your success. Do not display your all varieties as per stock to the


• Generally consumers have open mind. So you can diversify their mind to your


• Value addition sales can be achieved by offering additional category I.e. accessories,

homewards and morning walk.


Marketing mix is the one of the major concepts in modern marketing. It can be defined as”

Marketing mix is the particular blend of controllable marketing variables that the firm uses to

achieve its objective in the target market.

Now the question arises, what variables make up consumer to buy product through

marketing mix? There is actually a great number of marketing mix variables. Fortunately they

can be classified into few major groups. One of the most popular classifications has been

proposed by Mr. Cathy and is called the “four P’s “: Product, Price, Place and Promotion.

The consumers decision on the product quality feature, price, advertising budget,

marketing channels and other marketing variable for this target market make up its markets

mix .the marketing mix is the means by which the consumers gains and supports the

competitive position it seeks to occupy in the target market.


This “P” of the marketing mix includes various variables related with product like

quality of product, features, brand name, style, packaging, etc.

Regarding the quality of the product of any companies, it can be said that the products

are of very high quality as these are manufacturing on the imported machines of latest

technology by using the imported raw material of high quality. The main features of the

product are that they are perfectly designed in the shape as specified by the consumers and

they are highly


Price denotes the value of a product or service express in the terms of money. It is a powerful

instrument to both, e.g. the buyer and seller, in the market place. In money, economy without

price there cannot be marketing. It is the only element in the marketing mix that creates sales

revenue. The other element are cost etc. since price is the source of income for the seller the

higher the price the seller can get for his products the greater are his profits. On the other

hand, when the price of the product is high, few consumers or users will have enough money

to buy and the market may greatly be reduced. Therefore, pricing is a dangerous and

explosive marketer’s force. It must be used with great care. Prices of the products are being

set in the company by considering the following parameters:

• Raw material input: The cost of raw material consumed per unit is approximately


• Commission cost: The total cost measured for the commission of raw material into

finished product is calculated and then profits are calculated including the rejection.

• Competitor’s policy: The main factors to be considered while setting the prices of the

product of the companies’ competitors’ policy in setting up their products prices and also

other quality of competitor’s product is compared with the quality of the company’s products.


To attract the consumers, sales promotion activities are considered essential; promotion by

definition is persuasive communication. The message is arranged to facilitate the consumer

decision-making. Promotion message is one of the sources of information at disposal of

buyers. Firm may have the product package, it may have a fair price, but the people will not

buy the product if they have never heard of it. Sales do not take place automatically without

marketing communication. Sales promotion is the process of marketing communicatti9on

involving information persuasive communication. The message is arranged to facilitate the

customer decision-making. Promotion message is one of the sources of information at

disposal of buyers. Firm may have the best product package, it may have a fair price, but the

people will not buy the product if they have never heard of it. Sales do not take place

automatically without marketing communication. Sales promotion is the process of marketing

communication involving information persuasion and influence .Important sales promotional

activities are:

• Advertising

• Print and broadcast ads

• Motion pictures

• Posters and leaflets


This is the fourth and last “P” of the marketing mix .it includes various channel of

distribution, marketing coverage, their locations, media of transports etc. to cover more target

consumer the network of sales is being widened by showroom and appointment of more

distributors for various biscuit products.


Market requirement can also be replaced with Market Demand. It helps in evaluating

marketing opportunities. So; we can define Market Demand as under: Market Demand for a

product is the total volume that would be brought be a defined consumer group in a defined
geographical area in a defined time period in a defined marketing environment under a

defined marketing programmed.

(A) Internal consumption of biscuit in India.

During the year 2018 total internal consumption was 47 crore packet. It has

increased during 2016 -18 to 53.2 crore packet and during 2015-18, it is estimated

55.5 crore packet.

(B) Comparative study of Indian Biscuit Market:.

For the last few years, in biscuit industry there was an election campaign by many brands to

win or attract consumers. And in this election the Britannia industry wins the position in the

middle-income group of consumers. But, taking into account the BRITANNIA, which is

second in the market, has declined in the past one decade .the consumers do more prefer

quality, durable and economical of snacks industry, Sun feast, Priyagold, Anmol have its hold

in the market particularly in case of other biscuits. Which only high-income group consumers

prefer. They have good quality biscuits and prices are also worth for it.

Other’s side, premium and quality biscuits typically known as Biscuits i.e. with brand name

and Britannia in the fashions and attracted the young slot customers with their newly designed

and good quality biscuits and that is why they have a good position in the market in premium

range biscuits.

As per the survey conducted by Business World magazine and report carried by Business

World in the issue dt.8th-21st January, 2018, 7 companies from the biscuits sector were plotted

among the 324 India’s most respected companies.3 companies out of 7 are multinationals and

only 4 companies namely Britannia., Britannia are listed on these stock exchanges in India.
Behavior of consumer toward certain product depends on the following factors.


Climate affects the demand of biscuits largely. During the summer Season i.e. the

month of June and July the demand of biscuits I usually high rather than remaining period of

year. The demand of biscuits increase during summer season as compared to the winter

season. It remains nearly 30-35% only during the rainy season. But the demand of the biscuits

is badly affected by rainy season. Their demand nearly 5%to 10%during the rainy season as

compared to the sale of the peak period or the sale of the boom position. This shows that how

climate effect the behavior of consumers.


Economical condition of the consumer is also affect the requirement of biscuits In Faridabad

the economic condition is usually good because of the IT industry, tourist place, industrial

development, and good business opportunities. So the demand of biscuits is usually high in

this area. Nearly 80% population of this area were but they differ in quality due to personal

economic condition.


The place where usually the outside buyers visits, there the demand of biscuits is usually

higher than the demand in the nearby region. Faridabad is also a picnic spot so here visitors

are coming frequently here so they also affect they local customer behaviour. The demand of

biscuits usually high because the visitors usually go for the shopping on these spots.

In a family school going and office going person also affect the decision of consumer .in the

schools. They can eat snacks as a fast food.


Market trend means general tendency of the population toward biscuits. Their shape, design

etc. The market trend is composed following factors:


The western or we can say that European culture is going on spread in India largely.

People usually like that culture and designs of that areas .so the effect on biscuits is also

found. These designs are firstly adopted by the high quality biscuits and then by the local

biscuits. The people who are not able to buy the high quality biscuits they wait for sometimes

and then they go for the buy of local biscuits in the western design.


Economic status of the customer also effects the consumer decision. If the consumer is

economically sound he can go for the good quality biscuits and usually after some time i.e. go
for 3 to 5 times in a year .if the consumer is not so good in economically then the consumer

go for local biscuits and usually once or twice in a year.


If the percentage expenditure on the income of the consumer is high then he can save less and

can make more expenses on the biscuits and on the other hand if the percentage of the

expenditure on the income is less then he can save more and can made less expenses on the



It involves listening to customer’s needs, it includes continuously monitoring market trends to

spot new needs .it also involves running focus groups to test color and style preferences and

confirms the preferences by carrying out surveys in shopping malls .it also includes listening

to the complaints to learn how to improve and service quality.

As the companies its strategy, it needs track the results and monitor the environment. Some

environments are fairly stable from year to year. Other environments evolve slowly in a fairly

predictable way. Still other environments change rapidly is unpredictable. Consumers always

for their benefit so companies should adopt such policy, which are helpful to consumers.

The consumer can count on one thing: that the environment and fashion can change any time

when it does companies should need the study of the consumer preferences wants and their

capability in changing environment.

A company’s strategic fit with the environment will inevitably erode because the market

environment almost always changes faster than the company’s7-S’s i.e. shared values, Skills,

Staff, System, Strategy, Structure and Style. Peter Drucker pointed out that it is more

important to do right things (being effective) than to do the right things (being efficient)



India Biscuits Industry is the largest among all the food industries and has a turnover

of around Rs.3000 crores. India is known to be the second largest manufacturer of

biscuits, the first being USA. It is classified under two sectors: organized and

unorganized. Bread and biscuits are the major part of the bakery industry and covers

around 80 percent of the total bakery products in India. Biscuits stands at a higher

value and production level than bread. This belongs to the unorganized sector of the

bakery Industry and covers over 70% of the total production.

India Biscuits Industry came into limelight and started gaining a sound status in the

bakery industry in the later part of 20th century when the urbanized society called for

readymade food products at a tenable cost. Biscuits were assumed as sick-man's diet

in earlier days. Now, it has become one of the most loved fast food product for every

age group. Biscuits are easy to carry, tasty to eat, cholesterol free and reasonable at

cost. States that have the larger intake of biscuits are Maharashtra, West Bengal,

Andhra Pradesh, Karnataka, and Uttar Pradesh. Maharashtra and West Bengal, the

most industrially developed states, hold the maximum amount of consumption of

biscuits. Even, the rural sector consumes around 55 percent of the biscuits in the
bakery products.

The total production of bakery products have risen from 5.19 lakh tones in 2016 to

18.95 lakh tones in 2018. Biscuits contributes to over 33 percent of the total

production of bakery and above 79 percent of the biscuits are manufactured by the

small scale sector of bakery industry comprising both factory and non-factory units.

The production capacity of wafer biscuits is 60 MT and the cost is Rs.56, 78,400 with

a motive power of 25 K.W. Indian biscuit industry has occupied around 55-60 percent

of the entire bakery production. Few years back, large scale bakery manufacturers like

Cadbury, nestle, and broke bond tried to trade in the biscuit industry but couldn't hit

the market because of the local companies that produced only biscuits.

The Federation of Biscuit Manufacturers of India (FBMI) has confirmed a bright

future of India Biscuits Industry. According to FBMI, a steady growth of 15 percent

per annum in the next 10 years will be achieved by the biscuit industry of India.

Besides, the export of biscuits will also surpass the target and hit the global market



Generally all organizations have competitors in the market. A particular organization always

comprises with other same business and according to market share we clarify the brand of product

is giving more challenge to my product.

I found many products which can be compared with Britannia Biscuit. As a conclusion I found

that particularly in my provided area Britannia is really doing well and its performance is on

surprising level. During the field work and after intensive study it was found that main competitor

of PRIYAGOLD biscuits is BRITANNIA as the market leader.

In my provided area the share of the market is as follows.






When we compared with other businesses then we follow the quality, price,

distribution system, promotional strategy etc. of the competitors Britannia in this area is

doing well.

The biscuit segment in India is going through a transformation and the consumer behavior is

shifting from economy glucose biscuit to premium grain biscuit segment. There is tremendous

pressure on the bottom line of the glucose biscuit segment as per the Industrial experts. So the

retailer’s behavior is also shifting, looking at the thin margin in the glucose biscuit segment.

This research paper is prepared to identify the effects of marketing mix strategy on retailer’s

behavior towards glucose biscuit segment. In this paper, authors collect the data through a

primary source from 50 respondents and attempt to highlight the impact P’s on retailer’s

behavior. The literature explores topics such as pricing, Promotion strategy, Brand Identity,
nutritional value and other factors related to retailers behavior for making the products

available. This article reviews various research studies on Retailer’s Behavior and factors

related towards Glucose Biscuit. The literature review has been based on a variety of studies

ranging from phenomenal studies to articles focused on the aspect of Retailer’s Behavior and

related attributes identified for the study. To check the reliability, exploratory factor analysis

was applied and various suggestions have been recommended. Considering the above

objective the research was conducted by designing a structure of questionnaires and survey

was done to find out the feedbacks of retailers. The factors extracted from the research are

Place, Product, Brand Identity and Packaging is found to be highly significant in influencing

retailer’s behaviors through multiple regression analysis. Price and Promotion is not highly

significant in this study


Starting its operations in 1929 with just 12 People, Britannia Company has come a long way

in the last 8 decades. It has emerged as the largest biscuit brand globally. To reposition itself

and drive a fresh campaign Britannia has roped in earlier famous writer – lyricist Javed

Akhtar for the campaign “Bharat ka apna Biscuit”. With this repositioning Britannia is eying

on increasing its market share in premium Segment biscuits from current 15 % to 20 % in the

year 2017-2018.

Not only that, Britannia has recently come up with a campaign which wants to

highlight the many different types of biscuits which Britannia manufactures. The

reason for this campaign was that Britannia as a mother brand was getting weaker as

compared to the brands of its individual products such as Krackjack, 20-20, etc. Thus,

Britannia has a keen sight on the goal and it can surely achieve the same because of

the fantastic product portfolio that it has.

Segmentation is the process of defining the characteristics of the subdivision of a population

or the market. Britannia uses psychographic and demographic segmentation strategies to

understand the different set customers and their respective needs. Demographic segmentation

is majorly used for standard range of biscuits which have to be distributed far and wide.

Psychographic segmentation is used for premium range of biscuits such as Milano targeted

towards the SEC A and SEC B classes.

Its customer targeting process both differentiating and undifferentiated segmentation

strategies depending on the kind of product. Like it has Britannia which is a product for

customers of all group and income while it has premium biscuits brand also meant for

middle/upper-middle income customers.

Britannia has repositioned itself as a value based brand offering biscuits which have Indian

origin and is known for creating memories.

Britannia Industries Limited is an Indian food-products corporation headquartered

in Kolkata, West Bengal. It sells its Britannia and Tiger brands of biscuits, breads and dairy

products throughout India and in more than 60 countries across the globe. Britannia has an

estimated market share of 38%.

The company's principal activity is the manufacture and sale of biscuits, bread, rusk, cakes

and dairy products.

The company was established in 1892, with an investment of ₹265. Initially, biscuits were

manufactured in a small house in central Kolkata. Later, the enterprise was acquired by the

Gupta brothers mainly Nalin Chandra Gupta, an attorney, and operated under V.K Brothers."

In 1918, C.H. Holmes, an English businessman in Kolkata, was taken on as a partner and The

Britannia Biscuit Company Limited (BBCo) was launched. The Mumbai factory was set up in
1924 and Peek Freans UK, acquired a controlling interest in BBCo. Biscuits were in high

demand during World War II, which gave a boost to the company’s sales. The company name

was changed to the current "Britannia Industries Limited" in 1979. In 1982 the American

company Nabisco Brands, Inc. acquired the parent of Peek Freans and became a major

foreign shareholder.

Britannia Industries Limited

Formerly Britannia Biscuit Company Limited

Type Public

Traded as BSE: 500825

Industry Food processing

Founded 1892; 126 years ago in Calcutta

1918; 100 years ago as Britannia Biscuit

Company Limited

Headquarters Kolkata, West Bengal


Area served Worldwide

Key people Nusli Wadia (Chairman)

Products Bakery products, including biscuits, bread, cakes

and rusk, and dairy products, including milk,

butter, cheese, ghee and dahi

Revenue ₹8,684.39 crore(US$1.2 billion) (2017)[1]

Operating ₹1,251.16 crore(US$170 million) (2017)[1]


Net income ₹843.69 crore(US$120 million) (2017)[1]

Total assets ₹3,696.14 crore(US$510 million) (2017)[1]

Number of 3,206 (as on 31st March 2017)[1]


Parent Wadia Group


Every third customer must be Britannia customer by the year 2020.

For Britannia colors represents Red:

Symbolizing energy and vitality. Green:

Nutrition and freshness. White:

Purity. “Eat healthy, think better”

Captures the essence of the Indian concept of the unity of body and mind .Britannia

industries ltd,

The company principle activity is the manufacture and sale of biscuits, bread, rusk, cakes and

dairy products like cheese, butter and milk. The brand names of biscuits include vita Marie

Gold, Tiger, Nutria Choice Junior and Good Morning. Biscuits and high protein food

accounted for 81% of fiscal 2002 gross revenues. Dairy Products, 12% Bread,

4%Cake&Rusk2%, and other 1%. Britannia Industries Limited

People: Non Executive Chairman - Nusli N.WadiaChief Operating Officer - Nikhil SenChief

Executive - Vinita BaliChief Financial Officer - N.Shridhar the Company was incorporated

on 21stMarch, as a public limited company under the Indian Companies Act, VII of 1913. In

1921 Company obtained a priority of certificate and imported new machinery thereby

becoming the first biscuit company in India to install and run a gas oven plant.

A new factory was established at Kasara Pier Road in Mumbai in the same year, the

company become a subsidiary of peek, Frean & Co.Ltd., a leading biscuit manufacturing

company and further strengthened its position by expanding the factories at Calcutta and

Mumbai.From1939 to 1945, large Part of the Company production was diverted to war effort
on account of World War II and at time as much as 95% of the total capacity was booked for

the production of “Service Biscuit”. Company issued 19,779 Equity shares to acquire the

Delhi Biscuit Co.Ltd. In August 1, 53,234 Bonus equity shares issued in the proportion 1:1 now, company is having good value all across India. Britannia is the market leader

in the organized biscuit & bakery product market in the India Biscuits contribute to more than

80% of Britannia’s total turnover


Our vision is put into action through programs and a focus on environmental stewardship,

activities to benefit society, and a commitment to build shareholder value by making

BRITANNIA industry a truly sustainable company.

To determinate the food and beverage market I India with a distinctive ranged “Tasty but

healthy” Britannia brands, to triple the turnover and operating Income by the year 2011.

The story of one of India's favorite 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 mechanized 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 Indianans‟ 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 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 preeminent food brand of

the country. It was equally recognized for its innovative approach to products and marketing:

the Lagan 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


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

populations and a strong management at the helm means Britannia will continue to dream big

on its path of innovation and quality.

Biscuits derive its name from a French word meaning twice backed bread; Biscuits in general

have a good shelf life, which is higher than all other snack items available in the market. India

is the second largest producer of biscuits in the world after the U.S.A. but still the per capita

consumption is only 2.3 kg/year of developed countries. As per the latest survey done by

N.C.A.E.R., 49 biscuits are consumed in rural areas. The penetration of biscuits into

households stands at an average of 83.2% with the rural penetration at 77% and urban

penetration at 88%. Biscuits are reserved for the small scale sector but there are strong

possibilities of the industry being deserved in line with the government policy of

liberalization. The net effect thus would be greater choice for the consumer as well as a check

on the costs.

The country production of the biscuits during 2015-2018 was 18.6 Lac tons of which 1/2 were

manufactured by the organized sector. The industry turnover was 5322.7 Crores of which

organized sector contributed 2519.3 crores. Britannia, makers of Britannia biscuits, doubled
capacity from 25 tons a day to 50 tones and plans to be a national brand soon. In an

aggressive mode, the North dominated biscuit player has increased its ad budget to Rs. 5 crore

this year from Rs. 3 crore last year. Britannia has also recently invested about Rs. 5 crore in

the modernization and expansion of its production and packing its production capacity of 40

tons per day to 100 tons per day by next year. The aim: to take the current turnover of Rs. 50

crore to Rs. 100 crore by the year. The low priced brand claims to have a 15 per cent market

share in the North and is aggressively eyeing a bigger bite of the Rs. 2,500 crore biscuit

industries. The brand plans to gain a 40 per cent market share in the North by the year of. The

company's strategy has been to attract new consumer segments and widen its consumer base

with its well packaged low priced offerings. Britannia's success has also come from its

formidable. It gives me great pleasure to introduce the Summer Training Report. It is based

on the survey conducted in East Delhi region on Biscuit industry. The applicability of various

branding strategies play crucial role in marketing in product. The applicability has grown due

to the liberalization, competition and technological changes taking place in corporate world.

In this project the various branding strategies adopted by the company has been studied and

compared on the basis of current market scenario. It gives the idea about the market share

enjoyed by the different companies in the Biscuit Industry. It provides the adequate coverage

of many issues related to biscuit industry. The objective of this report is to give the market

share of Britannia biscuits in the Indian capital (New Delhi). It has been made possible by

knowing the consumer's behavior and by studying the patterns adopted by the retailers.

It gives us very precise view about the existing demand of Britannia biscuits and demand of

their products as compared to other competitors. It also highlights the changing market trends

and consumer preferences, why they have shifted from finally pack to pouch pack. The

annual growth rate of the industry is about 12.5%. However, the growth of cream biscuits,

assorted or special variety is the range of 30- 40%. The organized sector consists of large,
medium and small scale biscuit manufacturers who produce packed biscuits. The major

players in this sector are Britannia, Brakeman’s, and Britannia, etc. the unorganized sector

comprises of small bakery units, cottage and household type manufacturing plants. These

units distribute their biscuits in the surrounding vicinity of their manufacturing locations of

say 20-50 kms. The country production of biscuits during 2015-2018 is estimated to be about

19.5 lack tons. Out of which 1/2 again is expected from unorganized sector.



Tiger Banana

Britannia is committed to help secure every child's right to Growth & Development through

good food every day. Purposefully taking forward the credo of 'Eat Healthy, Think Better ', we

have launched a new variant under our power brand TIGER - TIGER BANANA - power packed

with IRON ZOR & and with the delightful taste of banana.
IRON ZOR helps make mind sharper and body stronger. An Rs.4 pack has as much IRON

ZOR as that in 1 kg of Banana

NutriChoice Sugar Out

Sounds like yesterday when people commented that healthy foods meant

"compromising on the taste." NutriChoice Sugar Out is the most novel product range to have

been introduced in the market. The product is not just sweet but tastes great, and yet contains

no added sugar.

This is because NutriChoice Sugar Out is sweetened with "Sucralose," derived from sugar,

which provides the same sweetness as any other biscuit, without the added calories of sugar.

This range is available in 3 delicious variants namely Lifetime, Chocolate cream, and

Orange cream, targeted towards all health sensitive people. It is also relevant for consumers

with sugar related ailments.

We are sure that you will be pleasantly delighted with its great taste and equally surprised to

know that it has no added sugar.

Don't be taken for a ride when you read "Sugar Free" label on

many biscuit packs marketed in India or abroad. Even with 100%

no-added sugar, wheat-cereals in biscuits have their own natural

sugar content. Britannia has chosen to represent these biscuits

with "No Added Sugar" claim, as there is no added sugar in the

processing of NutriChoice

Sugar Out.
The tangy and distinctive pepper flavored biscuit, that's thin and crispy and more like a

snack, caught the imagination of a younger audience craving something to nibble on. The 50-

50 Pepper Chakkar launch is truly a case of leveraging the marketing mix to best advantage.

NutriChoice Digestive Biscuit

Nothing can be more difficult than making small efforts in our daily life towards healthy and

active living. 24/7 we are Engrossed in our busy schedules; skipping meals, missing

Walks, along with inadequate sleep and frequently eating-out, all take a heavy toll on our


At least with the new and improved NutriChoice Digestive Biscuit, we have one less thing to

worry about. Made with 50% whole-wheat and packed with added fiber (10% of our daily
dietary needs), these delightfully tasty biscuits are amongst your healthiest bites of the day. In

your next visit to a shop just look out for its Golden-green international carton pack.

Try one and you'll know that you've made one smart choice - NutriChoice.


 The study depends on financial data obtained from the office personal and they were not

willing to reveal any information about their inventory system, so an intended error may

have kept it.

 Date transparency is restricted to small sample.

 The limitation of technique used in analysis cannot be avoided & they are felt well a study.

 Limitation of the study is up to BIL Kolkata.


Name Designation

Mr. Nesli Neville Wadia Chairman

Ms. Vinita Bali Managing Director

Mr. Neeraj Chandra VP & Chief Operating Officer

Mr. P. Shyam Sunder VP & Head of Quality

Mr. Rajesh Kumar La VP & Chief Technology Officer

Mr. Raju Thomas Chief Financial Officer

Mr. AlaguBalaraman VP- HR& Process Architect



This is the first an important step in any research that is a very significant step to identify the

problems on the other hand if the problem is not well defined regularly then the research maybe

useless for the management of the organization for which the research is being conducted. As the

researcher has opted finance as her specialization field, her decision of undertaking the finance is the

life for any organization so it also in favor of the organization to do each possible effort in the

direction of maintaining a healthy financial position.


Before starting the research every researcher should know the objective of the study. The objective is

already given to attain it various data is analyzed. Research design is analytical.

Descriptive research is used to describe characteristics of a population or phenomenon being

studied. It does not answer questions about how/when/why the characteristics occurred. Rather it

addresses the "what" question (what are the characteristics of the population or situation being

studied?)[1] The characteristics used to describe the situation or population are usually some kind

of categorical scheme also known as descriptive categories. For example, the periodic

table categorizes the elements. Scientists use knowledge about the nature of electrons, protons

and neutrons to devise this categorical scheme. We now take for granted the periodic table, yet it

took descriptive research to devise it. Descriptive research generally precedes explanatory

research. For example, over time the periodic table’s description of the elements allowed
scientists to explain chemical reaction and make sound prediction when elements were

combined. Hence, descriptive research cannot describe what caused a situation. Thus, descriptive

research cannot be used as the basis of a causal relationship, where one variable affects another.

In other words, descriptive research can be said to have a low requirement for internal validity.


Sampling is a process used in statistical analysis in which a predetermined number of

observations are taken from a larger population. The methodology used to sample from a larger

population depends on the type of analysis being performed but may include simple random



Random sampling is a procedure for sampling from a population in which (a) the selection of a

sample unit is based on chance and (b) every element of the population has a known, non-zero

probability of being selected.

Random sampling helps produce representative samples by eliminating voluntary response bias

and guarding against undercover age bias. All good sampling methods rely on random sampling.


Sampling size used in this study is of 100 people.


Faridabad city.

Data Collection

Primary data is that data which is collected for the first time directly from the respondents. In the

present study primary data has been collected using survey method interview technique with the

help of a closed ended statement questionnaires.


Secondary data has been collected from websites, journals etc.


The collected data has been analyzed using non statistical tools of data analysis like graph and

pie chart.


• Time constraint

Time constraints are placed on certain actions and filings in the interest of speedy

justice, and additionally to prevent the evasion of the ends of justice by waiting until a

matter is moot. The penalty for violating a legislative or court-imposed time constraint
may be anything from a small fine to judicial determination of an entire case against one's


• Money constraint

Money constraint is the problem of lack of funds to carry out research properly.

• Respondents biasness

Respondent biasness is a general term for a wide range of tendencies for participants to

respond inaccurately or falsely to questions. These biases are prevalent in research

involving participant self-report, such as structured interviews or surveys Response

biases can have a large impact on the validity of questionnaires or surveys.

• Less expertise the person collecting information or interviewing people may not be the

expert for the job. Causing limitation to the research.

• Limited area Area taken for the sample survey may be limited due to limitation to cover

the whole population.

• Limited no. of respondents

• Due to limitation to cover the whole population, few selected individuals are been



TABLE-1 Preference

Sl. No Preference No. of respondents

1 YES 96

2 NO 04




TABLE -2 Buying attitudes

Sl, No. Buying attitudes No of respondents

1 Discount 45

2 Quality 15

3 Price range 25

4 satisfaction 05

5 safe 10


No of respondents
Price range



TABLE -3 Influences for buying

S.No Influence for buying No. Of Respondents

1 Personal 47

2 Advertisement 28

3 Friends 18

4 Shopkeeper 5

5 Parents 2



30 Advertisement
10 Parents


TABLE -4 Media Liking

S.No Media Liking No. of


1 Television 10

2 Magazine 45

3 Hoarding 37

4 Newspaper 08


0 1 2 3 4 5

TABLE-5 Preferred channel

S.No Preferred channel No. of Respondents

1 Zee news 24

2 Zee Tele 21

3 Star plus 24

4 Star sports 22

5 Others 09


No. of Respondents

TABLE -6 Brand liking Brand liking No. of


1 Parle 10

2 Britannia 16

3 Sun feast 08

4 Anmol 12

SOURCE Primary data collected from questionnaire


TABLE -7 desiring to watch Advertisement

S .no Desiring to watch No. Of

Advertisement Respondents

1 In between 45


2 Before programmed 38

3 After programmed 17


30 Before
In between
15 After programe

TABLE -8 break up by sex

S No. Break up by sex No of


1 Male 64

2 Female 36





40 Male






PURCHASE no. of respondents



3 MALLS 13


no. of respondents
TABLE 10 Product features affecting purchase

S.NO Product features no. of respondents

affecting purchase


2 PRICE 42

2 BRAND 23


no. of respondents


About the cost of biscuits most of respondent says it should be cost effective. Source: 100

respondents for biscuits.


About the buying attitude of customers regarding product attribute such as Discount preferred by

33 %, Quality 28 %, Price 28 % and taste 11%. This shows the consumer preferences.


Personal preference is major factor influencing buying with 47 %, followed by Advertisements

28% ,friends 18 %,shopkeeper 5%, and 2 % are influenced by their parents.


Among respondents television is most popular media and then following Magazine, Hoardings

and newspaper.


Among respondents most preferred channel is zee news followed by Zee, Star plus and Star


Majority of respondents are preferring BRITANNIA. In comparison of its

competitors like Parle, Sun feast, Anmol etc.


Most preferred timing by the population to watch advertisement is in between programs.


Male respondent much prefer Britannia biscuits. Than female respondent. This shows that

Britannia biscuits. Is perceived more as a masculine brand among population.


Preferred source of purchase among respondents are online source, followed by local stores and

least preferred is malls.


Preferred product feature for purchase among respondents are product price, followed by product

quality and least preferred is brand.




Although the entire study was based on the information supplied by the BIL hiding many more

valuable information, however the date collected particularly related to functioning of material

department i.e. procurement of inputs utilized by the production department. The growth rate of BIL

is still on higher side in comparison to other biscuit industry and moreover by virtue of very sound

set Up of HRD, the working environment, discipline and up gradation of skill and knowledge is of

very his standard. Lastly it can be clearly indicated some of the very important observation as a

suggestion to management to make the company more towards profit to minimize the cost effective

input system in procurement procedure.


Every research activity ends up with some conclusion. After consulting the experts, reviewing

the literature and analysis the data, researcher landed upon some conclusion regarding the

behavior of consumers toward. These are the conclusion, which found from the study:

The Indian Biscuits snacks industry market is very big .it is providing every type of biscuits

and snacks to the consumer.

 The Indian consumer’s preferences towards biscuits companies are very high.


Present study is based on consumer behavior .it is a very useful tools in the hands of

industries when they are formulating any sales policy in the market they have to launch only that
product which get the positive response from the consumer. By the help of this study we are able

to know which product is more in demand and why it is what the consumer hope from the

biscuits companies and for companies it is also helpful to know about the consumer preferences,

tastes their culture, their likes dislikes, their values beliefs and the past experiences. This study

gives many help to analyzing such problems.



Perrault W.D -Basic Marketing (2nd edition), McGraw- Hill Higher Education

publications ltd, New Delhi.

Della A.J - Consumer Behavior (4th edition), Mc Grawhill publications ltd, New Delhi.

Gupta S.L - Consumer Behaviour (2nd edition), Sultan Chand and Sons publications ltd,
New Delhi.

Schiff man &) Kanauk - Consumer Behavior (3rd edition), Pearson publications ltd, New

Kothari C.R - consumer research (1st edition), New age international publications ltd,
New Delhi

Boyd H.W - Marketing Research (7th edition), Richard D. Irwin , Inc. publication ltd,
New Delhi

Magazines & Journals

Article by Mittal Alok- Synergy, January 2006, Page 74-85.
 Business Research – June 2005, Page 31.
 By Suresh Chandra - Indian Journal of Marketing – xxxv edition of January 2006.
By K.Suresh- Advertising Express- Traditional Mass Media February 2006, Page 35.

Search Engine:-

1. Which company you prefer the most for BISCUITS?



2. Specify the reason for purchase of particular brand of BRITANNIA


Discount Quality

Taste price

3. Sources of motivation for purchasing BRITANNIA BISCUITS?

Friends Parents

Shopkeepers Advertisement

4. Which media do you like most for advertisement Britannia biscuits?

T.V. Hoarding

Newspaper Magazines

5. Which type of BISCUITS you prefer?

Salty cream

Plane butter
6. In which part of TV program, you would like to see an ad of BISCUITS?

In between program before program

After program while program

7. On which channel would you prefer an ad of BISCUITS?

Zee news Zee channel

Star TV Sports channel

8. Preferred source of purchase?

Local stores malls

Online sites outlets

9. Preference by gender?

Male female