1

BONAFIDE CERTIFICATE

Certified that this project report titled “A Study On Brand preference With Special

Reference to Pioneer Bakes(P) Ltd,Gobi”is the bonafide work of Miss.INDHUMATHI

(Registration Number:(3510910268) who carried out the research under my supervision.

Certified further, that to the best of my knowledge the work reported herein does not form part of

any other project report or dissertation on the basis of which a degree or award was conferred on

an earlier occasion on this or any other candidate.

Supervisor Head of the Department

Submitted to Project and Viva Examination held on ____________

Internal Examiner External Examiner

 2

DECLARATION

I, INDHUMATHI, a bonafide student of the SRM University, here by declare that the

project titled “A STUDY ON BRAND PREFERENCE WITH SPECIAL

REFERENCE TO PIONEER BAKES (P) LTD,GOBI” submitted in partial

fulfillment to the requirement of summer project of the degree of Master of Business

Administration of the SRM University in the area of Marketing Management is my

original work.

Date:

Place: Chennai Signature

 3

ACKNOWLEDGEMENT

INDHUMATHI
 4

ABSTRACT

The project titled a study on brand preference with special reference to pioneer
bakes(p)ltd[milka] Gobi brand preference is used to Analyzes the awareness among the
customer towards the product. It also helps to know the current marketable position and
satisfactory level of customers brand the product.

The brand is a name term symbol or design to identity the goods or services and to differentiate
them from those of the competitors American marketing association defines a brand as “The use
of a name item symbol or design or some combination of these to identity.
The products of a certain sellers from those of competitors. A brand identifies the products for
buyers. A seller can earn the good will and have the patronages repeated.

This research is mainly deal with knowing purchase behavior of consumers it focuses on product
output which the customer get from the product. this research is also focus on changing
preference of consumers.

This report will be helpful for retailers and company so that they can understand the consumer
preference and can delight the consumer on more better manner
This study aims to investigate the impact of different product characteristics, such as price
quality, taste, quantity, advertising, packing on consumers purchase behaviors.

In this study descriptive research design is adopted Sample size of 200 is used for this study and
simple random sampling techniques is used for this research. In this study statistical tools like
percentage analysis, weighted average and chi-square analysis are adopted to find out the facts
about the brand preference.

This study seeks to characterize bread brand preference and examine factors associate with it

From the findings and suggestions well given to the company to enhance their brand preference
and make their customers more delighted.
 5

TABLE OF CONTENTS

CHAPTER TITLE PAGE NO

ABSTRACT
LIST OF TABLES
LIST OF FIGURES
1. INTRODUCTION
1.1 INTRODUCTION OF THE PROJECT 1
1.2 NEED OF THE STUDY 3
1.3 SCOPE OF THE STUDY 4
1.4 OBJECTIVES OF THE STUDY 5
1.5 RESEARCH METHODOLOGY 6
1.5.1 RESEARCH 6
1.5.2 RESEARCH DESIGN 6
1.5.3 AREA OF STUDY 6
1.5.4 DESCRIPTIVE RESEARCH DESIGN 6
1.5.5 SOURCES OF DATA 6
1.5.6 POPULACTION 7
1.5.7 SAMPLE SIZE 7
1.5.8 SAMPLING TECHNIQUES 7
1.5.9 TOOLS FOR ANALYSIS 8
1.6 LIMITATIONS 10
1.7 CHAPTERISATION 11
1.8 LITREATURE REVIEW 12
1.8.(i) BRAND AND BRANDING DEFINED 12
1.8.(ii) FASHION BRAND PREFERENCE 13
1.8.(iii) BRAND 13
1.8.(iv)FUNCTIONS OF BRANDS 14
1.8.(v)IMPORTANCE OF BRANDS 14
1.8.1 PROFILE OF THE COMPANY 15
1.8.2PROFILE OF THE PRODUCT 21
2. DATA ANALYSIS AND INTERPRETATION
2.1 PERCENTAGE ANALYSIS 24
2.2CHI-SQUARE TEST 46
2.2 WEIGHTED AVERAGE 52
3. SUMMARY &CONCLUSIONS
3.1 FINDINGS 54
3.2 SUGESSTIONS&RECOMMENDATIONS 57
3.3 CONCLUSION 58
APPENDIX 59
REFERENCES 62
 6

LIST OF TABLES
S.NO TITLE PAGE
NO
2.1 AGE WISE CLASSIFICATION OF THE RESPONDENTS AGE OF 24
THE RESPONDENTS
2.2 SEX OF THE RESPONDENTS 25
2.3 QUALIFICATION OF THE RESPONDENTS 26
2.4 LEVEL OF SATISFACTION TOWARDS MILKA BRAND 27
2.5 STRONG DIFFERENTIATION THIS PRODUCT WHEN 28
COMPARED WITH OTHER PRODUCTS
2.6 KIND OF QUANTITY MOSTLY PREFER TO BUY 29
2.7 PACKING OF THE BRAND LOOKS ATTRACTIVE AND 30
INFORMATIVE
2.8 FACTOR MORE INFLUENCES TO PURCHASE THE PRODUCT 31
2.9 PROMPTNESS OF ACTION TAKEN AS PER CUSTOMER 32
COMPLAINTS
2.10 ADVERTISEMENT IN WHICH MEDIA COME ACROSS MOSTLY 33
2.11 OPINION ABOUT QUALITY OF MILKA BREAD 34
 7

2.12 CUSTOMERS WAND OF CHANGE IN MILKA BREAD 35

2.13 ADVERTISEMENT IS NECESSARY FOR MILA BREAD 36
2.14 COST OF MILKA BREAD 37
2.15 AVILABILITY OF MILKA BREAD 38
2.16 FACTORS OF ALTERACTION 39
2.17 LOYALTY OF CUSTOMER TO MILKA BREADS 40
2.18 PREFER TO BUY MILKA BREADS FOR YOUR REQUIREMENT 41
2.19 COMPARING WITH OTHER BRANDS PIONEER MILKA BREAD 42
2.20 PURCHASE PATTERN OF MILKA BREAD 43
2.21 REMBERING MILKAWHAT STRIKES IMMEDIATELY 44
2.22 MEDIA THROUGH WHICH BRAND IS AWARE 45
2.2.1(A) LIKING TOWARDS AGE& LEVEL OF SATISFACTION TOWARDS 46
MILKA BRAND
OBSERVED FREQUENCY
2.2.1(B) LIKING TOWARDS AGE& LEVEL OF 48
SATISFACTION TOWARDS MILKA BRAND
EXPECTED FREQUENCY
2.2.2(A) LIKING TOWARDS AGE &PROMPTNESS OF ACTION 49
TAKEN AS PER CUSTOMER COMPLAINTS
OBSERVED FREQUENCY
2.2.2(B) COMPETITIVE PRODUCT AND INFORMATIVE 50
PRODUCT WITH AVAILABLE SHOPS
EXPECTED FREQUENCY
2.3.1 COMPETITIVE PRODUCT AND INFORMATIVE PRODUCT WITH 52
AVAILABLE SHOPS.
 8

LIST OF FIGURES
S.NO TITLE PAGE
NO
2.1 AGE WISE CLASSIFICATION OF THE RESPONDENTS AGE OF THE 24
RESPONDENTS
2.2 SEX OF THE RESPONDENTS 25
2.3 QUALIFICATION OF THE RESPONDENTS 26
2.4 LEVEL OF SATISFACTION TOWARDS MILKA BRAND 27
2.5 STRONG DIFFERENTIATION THIS PRODUCT WHEN COMPARED 28
WITH OTHER PRODUCTS
2.6 KIND OF QUANTITY MOSTLY PREFER TO BUY 29
2.7 PACKING OF THE BRAND LOOKS ATTRACTIVE AND 30
INFORMATIVE
2.8 FACTOR MORE INFLUENCES TO PURCHASE THE PRODUCT 31
2.9 PROMPTNESS OF ACTION TAKEN AS PER CUSTOMER 32
COMPLAINTS
2.10 ADVERTISEMENT IN WHICH MEDIA COME ACROSS MOSTLY 33
2.11 OPINION ABOUT QUALITY OF MILKA BREAD 34
2.12 CUSTOMERS WAND OF CHANGE IN MILKA BREAD 35
2.13 ADVERTISEMENT IS NECESSARY FOR MILA BREAD 36
2.14 COST OF MILKA BREAD 37
2.15 AVILABILITY OF MILKA BREAD 38
2.16 FACTORS OF ALTERACTION 39
 9

2.17 LOYALTY OF CUSTOMER TO MILKA BREADS 40

2.18 PREFER TO BUY MILKA BREADS FOR YOUR 41

REQUIREMENT

2.19 COMPARING WITH OTHER BRANDS PIONEER MILKA BREAD 42

2.20 PURCHASE PATTERN OF MILKA BREAD 43
2.21 WE SAY MILKA WHAT STRIKES ON YOUR MIND IMMEDIATELY 44
2.22 MEDIA THROUGH WHICH THY KNOW ABOUT THE 45
BRAND
 10

CHAPTER-I

1.1 INTRODUCTION TO THE STUDY

1. MARKETING INTRODUCTION

Marketing deals with identifying and meeting human and social needs one of the shortest
definitions of marketing is meet needs profitably when Bay recognized that people when unable
to locate some of the items the desired most and created an importance of marketing online
auction.

Financial success after depends on marketing ability finance operations accounting and
other business functions will not really mattes if there is not sufficient demand for products and
services, so the company can make a profit there must be a top line for there to be a bottom line
many companies have now created a chief marketing

Philip Kotler 2006

2. MARKETING DEFINITION

A social definition shows the role marketing plays in society one marketer said that
marketing’s role is the delivers a higher standard of living marketing.

3. MARKETING

Marketing is a societal process by which individual and grayes obtain what they need and
wan through creating offering and freely exchange products and services of value with others.

4. BRAND

The brand is a name term symbol or design to identity the goods or services and to
differentiate them from those of the competitors American marketing association defines a brand
as “The use of a name item symbol or design or some combination of these to identity.
 11

The products of a certain sellers from those of competitors. A brand identifies the products for
buyers. A seller can earn the good will and have the patronages repeated.

5. BRAND AWARENESS

The measure of the percentage of the target market that is aware of a brand name. This is
one of the elements of brand equality which is a measure of customer 10 yalist and brand
preference naturally people cannot buy. Products they don’t know about familiarity is also a
powerful purchase influence with the brand are positive buyers are more comfortable with
known products they with unknown products.

6. IMPORTANCE OF BRAND AWARENESS

 Help the potential buyer know about a brand

 Help the customer to be familiar about the product because familiarity is a

powerful purchase influences.
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1.2 NEED OF THE STUDY

 The study throws light an awareness of the public regarding contamination of Milka
bread, the necessity to consume and was opportunities available for marketing Milka
bread.

 This company finding the brand preference and awareness level of the consumer
through different media advertisement undertaken by Pioneer Bakes (P) Ltd.

 The customer survey reveals the strong which further can be expanded and short falls
which can be improved upon.

 This study is sincere attempt to determine the need of the consumer to make effort to
know their preference, to satisfy them in very impeditive market.
 13

1.3 SCOPE OF THE STUDY

 The study aim is to find out consumer preference towards the brand of Pioneer Milka
bread.

 This has been done by preparing a questionnaire, which questions the respondents on
their awareness, satisfaction levels on various factors provided by Pioneer Milka
breads.

 The study would help to know the preferences of customers and would help the
improving the quality of Pioneer Milka breads.
 14

1.4 OBJECTIVES OF THE STUDY

PRIMARY OBJECTIVES

To study the brand preference of pioneer bakes (P)ltd Gobichettipalayam.

SECONDARY OBJECTIVES

 To Analyzes of the awareness among the customer towards the pioneer Milka breads.

 To identify the perception of customers towards Milka breads

 To find out the current marketable position of Milka breads

 To study the satisfactory level of customers towards the pioneer Milka bread.

 To suggest and provide remedies for improving the brand preferences

 15

1.5 RESEARCH METHODOLOGY

Research methodology is a way for systematically solving the research problems. It may
be understood as a science of studying how research is done scientifically.

1.5.1 RESEARCH

Research is a scientific and systematic search for pertinent information on a specific

topic.

1.5.2 RESEARCH DESIGN

A research design is the arrangement of conditions for collection and analysis of data in a
manner to that aims to combine relevance to the research purpose with economy in procedure.

1.5.3 AREA OF STUDY

This study was undertaken in Milka Bread, Vellalapalayam.

1.5.4 DESCRIPTIVE RESEARCH DESIGN

Major purpose of research is descriptive of the state of affairs as it’s exists at present. The
main characteristic of this method is that the research has no control over the variable and he can
only report what has happened or whit is happening.

1.5.5 SOURCES OF DATA

Data is available from two sources namely,

 Primary data
 Secondary data
 16

1. PRIMARY DATA

Primary data are those which are collected freshly and for the first time. Primary data was
collected through,

 Personal interview
 Questionnaire

2. SECONDARY DATA

Secondary data are those which have been collected already by someone. In this study
secondary data are collected from,
 Reports

 Documents

 Magazine

 Text books

1.5.6 POPULATION

All items under consideration in any field of enquiry constitute a population. It is also
called universe. The taken population for this study is finite (N=200).

1.5.7. SAMPLE SIZE

The researcher has taken 200 samples for the study.

1.5.8 SAMPLING TECHNIQUES

The sampling technique used here to select the respondents is cluster sampling.
 17

1.5.9 TOOLS FOR ANALYSIS

The tools used for analysis of the collected data are:

 Simple Percentage

 Chi-Square Test

 Weighted Average

1. SIMPLE PERCENTAGE

Percentage analysis was used by the researcher throughout the study. It is quite simple
and commonly used method.

No of Respondents
___________________ *100
Total No of respondents

2. CHI-SQUARE TEST

This is a statistical measure used in the context of sampling analysis comparing a

variance to a theoretical variance. This can be calculated by using formula:

Σ(O-E)2
2
χ =
E

Where,

RT x CT
E=
N

Where,
 18

O = Observed Frequency
E = Expected Frequency
CT = Column Total
N = Total number of observation
RT = Row Total
Level of significance at 5% and degree of freedom is to be calculated by the formula:

(R-1) x (C-1)

Where,

R = Number of Rows

C = Number of Column

If the calculated value is less than table value, the null hypothesis is accepted or else
rejected.

3. WEIGHTED AVERAGE METHOD

In weighted average each value of the variable is multiplied by its weights and the
products so obtained are summed up. This total is divided by the total of weights and the
resulting figure is the weighted arithmetic average.

X1W1 + X2W2 + X3W3 + ……….. + XnWn

Weighted Average = -------------------------------------------------------------
W1 + W2 + W3 + …………. + Wn

Where X1, X2, X3, ……. ,Xn are the values of the variable and

W1, W2, W3, …… , Wn are their respective weights.

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1.6 LIMITATIONS OF THE STUDY

 The taste, buying behavior and market potentials differ from one place to another place.
 The study is considering the area of Gobi, around Vellalapalayam.
 The sample selected in one place would not be representative one for the company.
 The respondents are hesitating to response.
 All the factors are not take into consideration, because the study duration is very short.
 20

1.7 CHAPTERISATION

Chapter-1

The first chapter deals with the topic introduction, need of the study, scope, objective, research
methodology, limitation, review of literature, industry profile, company profile and service
profile.
Chapter-2
The second chapter includes the data analysis and interpretation, using statistical tools like chi-
square, weighted average method one sample run test and percentage analysis method.
Chapter-3
The third chapter includes findings, suggestion and conclusions.
 21

1.8 REVIEW OF LITERATURE

Measuring, the determinants of brand preference in a dairy product market.

1.8.(i) BRAND AND BRANDING DEFINED
The American Marketing Association (1994) defines a brand as a “name, term, sign,
symbol or design, or a combination of them intended to encourage prospective customers to
differentiate a producer’s product (s) from those of competitiors”. On the emotional side, the
function of a brand is to evoke a set of associations and furthermore symbolize the consumer’s
person through brand imagery.

However, this and other definitions of a brand fail to capture the essence of what
branding involves or achieves (Marketing in a Global Economy Proceedings, 2000). In order to
be successful, images and symbols must relate to and indeed exploit the needs, values and
lifestyles of consumers in such a way that the meanings involved give added values, and
differentiate the brand from other brands (Broadbent and Cooper).

Ambler and Styles (1996) describe two different views of defining brand. The first is the
product plus view, when the brand is seen as an addition to the product, and in this view a brand
is also called an identifier.

The second is the holistic view that communicates the focus on the brand itself that is
considered to be much more than just the product.

“A successful brand is an identifiable product, service, person or place, augmented in

such a way that the buyer or user perceives relevant, unique added values which match their
needs most closely. Furthermore, its success results from being able to sustain those added
values in the face of competition.
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1.8.(ii) FASHION BRAND PREFERENCE AMONG YOUNG CONSUMERS

Although there has been some research into young consumers for instance their approach
to product categorization, their decision-making strategies, and their role in family decision
making, considerable work remains to be done to understand how young consumers develop
brand loyalty, brand preference and reliance.

This paper reports the initial findings from an exploratory study of over 200 young
consumers (aged 7-10) which examined perceptions of branded fashion clothing and the impact
of social influences on branded fashion products. The findings indicate that product / brand
imagery is clearly establishes among young consumers, particularly for branded fashion
sportswear and the results suggest that research design must take account of both age and gender
differences when choosing methods for eliciting data from young consumers.

- Bruce M.K.H.M., Hill A.J.

- International Journal of Retail Distribution Management

1.8.(iii) BRAND

A brand is a name, symbol, or design to identify the goods or Services and to differentiate
them from those of the competitors.

FEATURES OF A GOOD BRAND:

Brand should suggest something about the product-purpose, quality.

 It should be easy to advertise and identify

 It should be of a permanent nature

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 It should be clear and attractive

 It should be distinctive

 It should create good image

 It should not be offensive

 It must be original

1.8.(iv) FUNCTIONS OF A BRAND

 Brand facilitates distinctiveness from the rival products in the market.

 Branded products possess individual identification
 Branded goods create a satisfactory or standard quality in the minds of the consumers
 Brands help or facilitate consumers shopping.

1.8.(v) IMPORTANCE OF BRANDS

Companies which invent new brands able generally to defined them from balance
copying in a variety of ways, though not normally from broad imitation. If a brand is a good one
then consumers will purchase it and it becomes a valuable asset. But its asset value derives from
more than just its ability to attract Sales.

The very fact that consumers perceive a brand as embracing a set of values which they
can specify means that will reject alternatives which are presented to them that perhaps may not
posses all these values.

(a) BRAND PREFERENCE

The topic of brand preference has drawn substantial attention in recent years, as a field of
study and it is fair to say that much has been learned.

(b)BRAND AWARENESS
 24

First, consumers must be aware that there are different brands in the product categories in
which your brand operates. Next, they must be aware of your brand. Ideally, your brand should
be the first one that comes to their benefits. Consumers should be able to identify which products
and services your brand offers. They should also be able to identify which benefits are associated
with the brand. Finally, they should have some idea of where your brand is sold.

(c)ACCESSIBILITY

Your brand must be available where consumers shop, it’s much easier for consumers to
insist upon your brand if it is widely available. Slight brand preference goes a long way toward
insistence when the brand is widely available. The importance of convenience cannot be
underestimated in today’s world.

(d)VALUE

Does your brand deliver a good value for the price? Do consumers believe it is worth the
price? Regardless of whether it is expensive or inexpensive, high end or low end, it must deliver
at least a good value.
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1.8.1 PROFILE OF THE COMPANY

The pioneer bake house (P) Ltd., was started 10th December 1987 for manufacturing
bread called “Milka”. The company shareholders are Mr.A.Arumugam, Mr.V.M.Joesph,
Mr.G.D.Sekar Mr.Balaram Mudaliyar, Mr.P.K.Krishnan and Mr.Jaikrishnan. The company is
situated at moolapalayam, near Erode. Mr.JayaKrishnan is chairman of the company. The over
all functioning of the organization is controlled by Mr.V.M.Joesph is the Managing Director of
the company.

In ideally, there were only 106 employees in the organization three type of bread varieties
were produced i.e., 400gms sweet bread, 200gms sweet bread and 50gms fun-bun. The sales turn
over of 1989-90 was 25.8 lakhs. The capacity of production was 4000 packets per day.

In 1990-91 they introduced a new type of bread called fruity bread. The sales turn over of
that year increased to 40 lakhs. Because they spend more for advertisement.

In 1992 a new plant was stated at Gobichettipalayam in Erode District. The purpose of
new plant is to produce more bread due to increase in demand. In this organization there are 155
employees in this unit the same variety of bread are produced. The capacity of production was
10000 packets per day.

In 1993 they introduced another bread variety called sandwich bread. During this year
they introduced the bread in Pondicherry Union. The sales turn over of 1992-93 was 14.5 lakhs
of this sales value in Pondicherry was 5 lakhs. During this year spend 4 lakhs for advertisement.
 26

In 1995 they started another plant at Gobichettipalayam in Erode District. The capacity of
production was 7500 packets per day. During the year they introduced the bread in Karnataka
also and captured the market. The sales turn over of 1994-95 was 1.43 crores. They spend 14
lakhs for advertisement. The capacity of production was increased to 20000 packets per day.

The beginning of 1996 they introduced two types of bread called fun-bun, the bun is
packed in 600 gms and sweet bread is also packaged in 600 gms. 320 employee are working in
this unit. The sales turn over of 1995-96 was 2.27 crores. They spend 27.3 lakhs for the
advertisement.

In 1996 they started manufacturing cake called “MILKA WONDER CAKE”.

The sales turnover of 1997-98 was 3.37 crores. They spend 37.3 lakhs for the
advertisement. The capacity of production was 40,000 packed per day.

Company has go the prestigious “RASTRIYA GAURAV AWARD 98”, now the
company is producing cake with six different flavours. Following are the various flavours.

 Venial Orange
 Fruit
 Pineapple
 Chocolate
 Orange Chocolate

Distribution is carried out through their own vehicles. Main advertising media for Milka
and Milka wonder cake, is Television company is graining good will be sponsoring some events
and social service programmes.

In 1998 they started manufacturing biscuits called “MILKA –B, MILKA WONDAY,
MILKA MERIE, MILKA WONDER-2”
 27

With in span of eight years the growth rate is higher than other bread companies, because
of their better business strategies. They have also the largest market share with in TamilNadu;
Milka bread is the market leader and has a good market position in Pondicherry and Karnataka.
The future plan of the organization is manufacturing mineral water and to capture the
cake market in entire southern state.

They advertise the product in many media. The objectives of advertisement the product is
to make an immediate sale, to build primary demand to inform about a product availability, to
increase market share, to inform about the new varieties and future, to increase the frequency of
use of bread, to build the company image and to reach new areas.

The advertise the product in new paper (Teaser advertisement), and outdoor
advertisement (Advertisement Boards). The product is advertised in audio-visual method also
like screen slides, radio advertisement the Televisions.

The Milka bread sale in four states

 Tamil Nadu

 Kerala

 Karnataka

 Pondicherry

They are using two kinds of distribution channels for reaching the ultimate consumer.

1. Producer Retailers Consumers

2. Producer Agents Retailers Consumers
 28

These are clearly shown in the following figure.

PRODUCER

AGENTS RETAILERS

RETAILERS

CONSUMERS
 29

1.8.1(a) THE ORGANISATION CHART

MANAGING DIRECTOR

GENERAL MANAGER

PRODUCTION MARKETING FINANCE

MANAGER MANAGER MANAGER

PURCHASE QUALITY
MANAGER MANAGER

DISTRIBUTION CONTROLLER
MANAGER

SUPERVISOR
WORKERS REPRESENTATIVES ACCOUNTANTS
 30

1.8.2 PROFILE OF THE PRODUCT

Bread is a food product made of flour or meal that is moistened kneaded, and some times
fermented. A major food since prehistoric times it has been made in various forms using a
variety of ingredients and methods throughout the world. The first bread was made in Neolithic
times. Nearly 12,000 years ago, probably of coarsely crushed grain mixed with water. With the
resulting dough probably laid on heated stones and bricked by covering with hot ashes.

Historians believe that the Egyptians learned to make yeast bread about 2600 BC. The
ancient Greeks learned bread making from Egyptians and taught the method to the Romans. By
the A.D.100s the Romans had taught the technique to people in many parts of Europe. In the
middle ages, most European cites had bakeries,

In those days, bread was divided into three types.

 Yeast bread
 Quick bread
 Flat bread

Yeast bread is raised (puffed up) by yeast. Quick bread requires less preparation, time
before packing than yeast bread. It is raised by use of backing powder or some other leaven,
substance that raires dough. FLAT breads contain little or no leaven. It takes about as long to
prepare before packing as quick bread.
 31

Yeast bread makes up about 99% of the commercial bread packed in these countries. More
than half the yeast bread consists of leaves of Pan bread made with wheat flour pan bread which
is packed in a container also. Includes such specialty breads as raisin bread and whole wheat
bread. Hearth bread which includes French bread and most rye bread, is packed on a flat pan or
placed directly on the hearth an oven other types of yeast- leavened backed goods includes
hamburger and frank further rolls and brown and serve rolls.

Most quick bread is backed at home, such backed goods include corn bread and muffins.
Flat bread is a major food many part of the world. In those days, bread was made by
conventional bread making method. Conventional bread making mixes the ingredients by one of
two chief methods, the sponge-and-dough method or the straight doughty method. In the sponge-
and-dough method the ingredients are companied two stages. The first stage mixes all the yeast
and about two-third of the flour and water or milk.

This mixture is called a sponge. Backers let the sponge ferment at about 85oF (29oC) for
up to 11 hours. Then they add the rest of the ingredients and the mixture ferments again for a
short time. In the straight dough method, all the ingredients are combined at one fermented for
about 3 hours at 85oF (29oC).

After either of this fermenting processes, the dough is divided into pieces and shaped. It
is then fermented again for short time in a process called proofing and baked in an oven at about
450oF (232oC).

For hundred of years, most people ate whole wheat bread or other kinds of whole-grain
bread. While wheat flour was extremely expensive because milling if required hours of hand
labours. During the late 1800s millers developed machinery that milled white flour in
expensively by 1900s white bread was common food.

Bread entered into India in 18th century by the way of European culture. During the 1920s
many bakeries become mechanized.
 32

In the 1930s the public officials reports a large number of cases of beri beri and pellagra.
These diseases caused by a lack of B-Vitamins. In 1941 many U.S. bakeries agreed to begin
enriching white bread with B-Vitamins and iron to fight the diseases.

Almost all the nations bakeries have sold enriched white bread since the mid 1950s and
beri beri and pellagra are now rare in the world. Now a days are many types of breads available
in the market. White wheat bread, whole-wheat bread, sweet bread, milk bread, sandwich bread,
fruity bread, fun-bun, double bun and rusk. From the sandwich bread they can prepare bread
Chena, bread chilly.

Now the bread made by continuous bread making processes. It is used by only the largest
bakeries. It cannot be used in homes. Continuous bread making uses highly specilised equipment
to mix ingredients and prepare the dough for baking. In the most common method of continuous
bread baking all the ingredients except the flour are first combined to form a mixture called
broth. After fermenting in a tank, the broth is pumped to a mixer and the flour is added. In the
mixer, the ingredients are combined under pressure to form dough. The dough is then divided
shaped, and sent to an oven for baking. This process produces bread of uniform shape, texture
and quality. After bread has been baked by congenital or continuous bread making. It is removed
from the oven to cool. In commercial bakeries, the leaves are placed in cooling machines where
the temperature of the bread is reduced to about 100 oF (38oC). it is sliced and wrapped in paper
or plastic film.
 33

AGE NUMBER OF RESPONDENTS PERCENTAGE%

18 to 25 76 39
25 to 30 77 39
30 to 35 20 9
above 36 27 13
Total 200 100

CHAPTER-II

2.1 ANALYSIS AND INTERPRETATION

Table No: 2.1

AGE WISE CLASSIFICATION OF THE RESPONDENTS AGE OF THE

RESPONDENTS

CHART: 2.1
 34

INFERENCE:

From the above table, it is observed that 39%of respondents are under the age group of
25-30 years, about 39% of the respondents are between 18-25 years, about 9% of the
respondents are between 30-35 years, about 13% of the respondents are between above 36 years.
Table No: 2.2

SEX OF THE RESPONDENTS

SEX NUMBER OF RESPONDENTS PERCENTAGE%

Male 150 75

Female 50 25

Total 200 100

CHART: 2.2
 35

INFERENCE:

The majority of 75%of the respondents are male, and 25% of the respondents are female

Table No: 2.3

QUALIFICATION OF THE RESPONDENTS

QUALIFICATION NUMBER OF RESPONDENTS PERCENTAGE%

>10-12 58 29

Diploma / ITI 42 21

UG 66 33

PG 34 17
 36

Total 200 100

CHART: 2.3

INFERENCE:

The above table shows that, about 33% of respondents are UG degree holder about29%
of the respondents are having educational qualification of 10-12standard. 21% of the respondents
are DIPLOMA/ITI holders, about 29% of the respondents are post graduates.

Table No: 2.4

LEVEL OF SATISFACTION TOWARDS MILKA BRAND

PARTICULARS NUMBER OF RESPONDENTS PERCENTAGE%

Highly Satisfied 45 23
Satisfied 113 56
Neutral 27 14
Dissatisfied 7 3
High Dissatisfied 8 4
Total 200 100
 37

CHART: 2.4

INFERENCE:

From the above table, it is observed that 56% of the respondents are satisfied towards

milka brand,23%of the respondents are highly satisfied,14% of the respondents remain neutral

4% of the respondents are highly dissatisfied towards milka.

Table No: 2.5

STRONG DIFFERENTIATION THIS PRODUCT WHEN COMPARED

WITH OTHER PRODUCTS

NUMBER OF
PARTICULARS PERCENTAGE%
RESPONDENTS
Strongly Agree 25 13

Agree 125 62

Neutral 33 16
 38

Disagree 9 5

Strongly Disagree 8 4

Total 200 100

CHART: 2.5

INFERENCE:

From the above table, it is observed that 62%of the respondents agreed that, milka

product has strong differentiation when compared with other products.16% of respondents are

neutral with the above statement.

Table No: 2.6

KIND OF QUANTITY MOSTLY PREFER TO BUY

PARTICULA
NUMBER OF RESPONDENTS PERCENTAGE%
RS
250 69 35

500 131 65
 39

Total 200 100

CHART: 2.6

INFERENCE:

From the above table, it is observed that, 35% of the respondents said that, they mostly
prefer to buy 250grams quantity of brand.65% said that, they mostly prefer to buy 500grams
milka bread.

Table No: 2.7

PACKING OF THE BRAND LOOKS ATTRACTIVE AND INFORMATIVE

PARTICULARS NUMBER OF RESPONDENTS PERCENTAGE%

Strongly Agree 32 16

Agree 76 38

Neutral 56 28
 40

Disagree 22 11

Strongly Disagree 14 7

Total 200 100

CHART: 2.7

INFERENCE:

From the above table, it is observed that 38% of the respondents are agree with packing
of the brand looks attractive and informative,28%of the respondents are strongly agree, 16% of
the respondents are neutral, 11%of the respondents are disagree and 7%of the respondents are
strongly disagree with the packing of the brand looks attractive and informative.
Table No: 2.8

FACTOR MORE INFLUENCES TO PURCHASE THE PRODUCT

PARTICULARS NUMBER OF RESPONDENTS PERCENTAGE%

Price 59 30

Advertisement 67 33
 41

Brand image 18 9

Packing 56 28

Total 200 100

CHART: 2.8

INFERENCE:

From the above table, it is observed that, 33% of the respondents said that, the
advertisement is the more influencing factor to purchase the product, 30% of the respondents
said that, price is more influencing factor to purchase the product 9% said that brand image.

Table No: 2.9

PROMPTNESS OF ACTION TAKEN AS PER CUSTOMER COMPLAINTS

PARTICULARS NUMBER OF RESPONDENTS PERCENTAGE%

Highly Satisfied 30 15
Satisfied 83 42
 42

Neutral 29 14
Dissatisfied 40 20
High Dissatisfied 18 9
Total 200 100

CHART: 2.9

INFERENCE:

From the above table, it is observed that 42%of the respondents are satisfied with the
promptness of action taken as per customer complaints,15%of the respondents are highly
satisfied,14%of the respondents remain neutural,20% of the respondents are dissatisfied and
9%of the respondents are highly dissatisfied with the promptness of action taken as per customer
complaints.
Table No: 2.10

ADVERTISEMENT IN WHICH MEDIA THE CUSTOMERS COME

ACROSS MOSTLY

PARTICULARS NUMBER OF RESPONDENTS PERCENTAGE%

Radio 33 17
 43

TV 143 71

Magazines 24 12

Total 200 100

CHART: 2.10

INFERENCE:

From the above table, it is observed that 71%of the respondents said that T.V is the media
through with they come across advertisement mostly.

Table No: 2.11

OPINION ABOUT QUALITY OF MILKA BREAD

PARTICULARS NUMBER OF RESPONDENTS PERCENTAGE%

Good 75 38
 44

Fair 101 50

Bad 23 12

Total 200 100

CHART: 2.11

INFERENCE:

From the above table, it is observed that 50% of the respondents are fair a bout the
quality of milka bread,38%of the respondents felt good,12%of the respondents felt bad about the
quality of milka bread.

Table No: 2.12

CUSTOMERS WAND OF CHANGE IN MILKA BREAD

PARTICULARS NUMBER OF RESPONDENTS PERCENTAGE%

Packing 37 19
 45

Price 96 48

Quantity 42 21

Quality 25 12

Total 200 100

CHART: 2.12

INFERENCE:

From the above table, it is observed that 48%of the respondents said that, price is the
factor that they want a change.21% of the respondents want a change in quantity.13% response
wand a change in quality.

Table No: 2.13

ADVERTISEMENT IS NECESSARY FOR MILKA BREAD

NUMBER OF
PARTICULARS PERCENTAGE%
RESPONDENTS
Yes 87 44.
 46

No 113 56

Total 200 100

CHART: 2.13

INFERENCE:

From the above table, it is observed that 56% of the respondents agreed that,
advertisement is necessary for milka bread, 44% of the respondents do not agree that
advertisement is necessary for milka bread.

Table No: 2.14

COST OF MILKA BREAD

PARTICULARS NUMBER OF RESPONDENTS PERCENTAGE%

 47

Reasonable 40 20

Affordable 71 36

High 59 29

Very High 30 15

Total 200 100

CHART: 2.14

INFERENCE:

From the above table, it is observed that 36% of the respondents said that, the cost of
milka bread is affordable. milka bread, 29%of the respondents said high,20%of the respondents
said that the cost of milka brand is reasonab1es5% of the respondents said that the cost of milka
bread is very high.
Table No: 2.15

AVILABILITY OF MILKA BREAD

PARTICULARS NUMBER OF RESPONDENTS PERCENTAGE%

 48

Strongly Agree 49 24

Agree 98 49

Neutral 27 14

Disagree 19 9

Strongly Disagree 7 4

Total 200 100

CHART: 2.15

INFERENCE:

From the above table, it is observed that 49% of the respondents agreed that, the milka bread is
available in convenient shop,25%of the respondents are strongly agreed 14% of the respondents
are neutral, 9%of the respondents are disagreed and 4%of the respondents are strongly disagreed
that the milka bread is available in convenient shop.
Table No: 2.16
FACTORS OF ALTERACTION

PARTICULARS NUMBER OF RESPONDENTS PERCENTAGE%

 49

Softness 47 24

Taste 87 43

Smell 40 20

Attractive 26 13

Total 200 100

CHART: 2.16

INFERENCE:

From the above table, it is observed that 43% of the respondents said that, taste is the
factor that attracted them mostly 24% said that softness is the factor that attracted them. .

Table No: 2.17

LOYALTY OF CUSTOMER TO MILKA BREADS

 50

PARTICULARS NUMBER OF RESPONDENTS PERCENTAGE%

Yes 73 37

No 127 64

Total 200 100

CHART: 2.17

INFERENCE:

From the above table, it is observed that 37% of respondents said that, they are loyal
customer to milka breads, 64%of respondents said that, they are not a loyal customer to milka
breads.
Table No: 2.18

PREFER TO BUY MILKA BREADS FOR REQUIREMENT

 51

PARTICULARS NUMBER OF RESPONDENTS PERCENTAGE%

Retailer 36 18

Manufacture 90 45

Dealer 34 17

Stores 40 20

Total 200 100

CHART: 2.18

INFERENCE:

From the above table, it is observed that 45% of the respondents with said that, they prefer
to buy milka bread, from manufacture 20% prefer to try it from stores. For their requirements.
Table No: 2.19

COMPARING WITH OTHER BRANDS PIONEER MILKA BREAD

 52

PARTICULARS NUMBER OF RESPONDENTS PERCENTAGE%

Very Good 31 16

Good 109 54

Average 41 20

Poor 13 7

Very Poor 6 3

Total 200 100

CHART: 2.19

INFERENCE:

From the above table, it is observed that 54% of the respondents said that by comparing
with other brands milka bread is good 20%of the respondents rated average, 15% of the
respondents rated very good, 7%of the respondents rated poor ,3% of the respondents are very
poor by comparing with other brands.
Table No: 2.20

PURCHASE PATTERN OF MILKA BREAD

 53

PARTICULARS NUMBER OF RESPONDENTS PERCENTAGE%

Daily 19 10

Monthly 82 41

Weekly Once 38 19

None of the above 61 30

Total 200 100

CHART: 2.20

INFERENCE:

From the above table, it is observed that 41% of the respondents,30%of the respondents
are none of the above, 19% of the respondents said that, they purchase milka bread weekly once.

Table No: 2.21

REMBERING MILKA WHAT STRIKES IMMEDIATELY
 54

PARTICULARS NUMBER OF RESPONDENTS PERCENTAGE%

Quickly Product 65 32

Low Price 72 36

Attractive Packing 23 12

Quickly Set 40 20

Total 200 100

CHART: 2.21

INFERENCE:

From the above table said that, by saying milka, quality product is comes into their
mind.36% felt that, by saying milk,a low price product is comes into their mind.

Table No: 2.22

 55

MEDIA THROUGH WHICH BREAD IS AWARE

PARTICULARS NUMBER OF RESPONDENTS PERCENTAGE%

Advertisement 43 22

Friends 93 46

Relatives 22 11

Co-Workers 42 21

Total 200 100

CHART: 2.22

INFERENCE:

From the above table, it is observed that 46% of the respondents said that, they know
about the brand through this friends 21% said that, they know about the brand through their
relatives.

2.2 CHI-SQUARE
 56

2.2 1 LIKING TOWARDS AGE& LEVEL OF SATISFACTION

TOWARDS MILKA BRAND:
Table No:2.2.1(A)
OBSERVED FREQUENCY
Highly Satisfie Highly
Age Satisfied d Neutral Dissatisfied Dissatisfied Total
18-25 22 43 9 2 0 76
25-30 17 41 11 2 6 77
30-35 3 11 5 0 1 20
Above-36 3 18 2 3 1 27
Total 45 113 27 7 8 200

Hypothesis:
Null Hypothesis (Ho):

There is no significant relationship between employees age and level of satisfaction

towards milka brand.
Alternative Hypothesis (H1):

There is significant relationship between employees age and level of satisfaction towards
milka brand.

(O-E) 2
2
χ = Σ ---------------
E

Where,
O - Observed frequencies.
E - Expected frequencies.

LIKING TOWARDS AGE& LEVEL OF SATISFACTION TOWARDS

MILKA BRAND:
 57

Table No:2.2.1(B)
EXPECTED FREQUENCY:

Observed Expected (O - E) 2 (O - E) 2 /E
Frequency (O) Frequency (E)
22 17.1 24.01 1.4
43 42.94 0.0036 0.0001
80 10.26 1.58 0.15
19 23.02 9.75 3.195
41 43.5 6.25 0.14
11 10.39 0.37 0.03
8 5.77 8.99 2.93
14 15.8 2.34 0.501
5 2.7 5.29 1.95
22 22.82 17.51 2.79
6 5.66 6.926 5.245
TOTAL 18.338
.
 58

Degree of freedom :( c-1) (r-1) = (5-1) (4-1) =12

Level of significance=5%

Tabulated value X2=21.026

21.026 > 18.338

Calculated value X2 < Tabulated value X2

Tabulated value is greater than the calculated value.

H0 => Accepted null hypothesis

INFERENCE:

Since the tabulated value is greater than the calculated value we accepted null hypothesis. There
is no significant as relationship between employees age and level of satisfaction towards milka
bread.
 59

2.2.2(A) LIKING TOWARDS AGE &PROMPTNESS OF ACTION TAKEN

AS PER CUSTOMER COMPLAINTS:
Table No:2.2.2(A)
OBSERVED FREQUENCY
Highly Satisfie Highly
Age Satisfied d Neutral Dissatisfied Dissatisfied Total
18-25 10 35 12 13 6 76
25-30 16 25 11 18 7 77
30-35 0 12 2 6 0 20
Above-36 4 11 4 3 5 27
Total 30 83 29 40 18 200

Hypothesis:

Null Hypothesis (Ho):

There is no significant relationship between employee age and level of satisfaction as per
customer complaints.

Alternative Hypothesis (H1):

There is significant relationship between employee age and level of satisfaction as per
customer complaints.
 60

(O-E) 2
χ2 = Σ ---------------
E
Where,
O - Observed frequencies.
E - Expected frequencies.

Table No:2.2.2(B)
EXPECTED FREQUENCY:

Observed Expected (O - E) 2 (O - E) 2 /E
Frequency (O) Frequency (E)
10 11.4 1.96 0.17
35 31.54 11.97 0.37
12 11.02 0.96 0.087
13 15.2 4.84 0.31
6 6.82 0.7 0.1
16 11.55 19.8 1.71
25 31.95 48.3 1.51
11 11.16 0.02 0.001
18 15.4 6.76 0.43
7 6.93 0.004 0.0005
14 14.2 23.5 4.87
6 4 4 1
15 17.05 3.282 1.803
7 9.31 5.768 1.062
5 2.43 6.6 2.71
TOTAL 16.133
.
 61

Degree of freedom :( c-1) (r-1) = (5-1) (4-1) =12

Level of significance=5%

Tabulated value X2=21.026

21.026 > 16.133

Calculated value X2 < Tabulated value X2

Tabulated value is greater than the calculated value.

 62

H0 => Accepted null hypothesis

INFERENCE:

Since the tabulated value is greater than the calculated value we accepted null hypothesis. There
is no significant as relationship between employee age and level of satisfaction as per customer
compliments

2.3 WEIGHTED AVERAGE METHOD

2.3.1 COMPETITIVE PRODUCT AND INFORMATIVE PRODUCT WITH
AVAILABLE SHOPS.
TABLE NO: 2.3.1
Working condition
Strongly Strongly
S.No Factors Agree Agree Neutral Disagree Disagree Total
Brand looks
1 Attractive 32 76 56 22 14 200
2 Product comparison 25 125 33 9 8 200
3 Availability of milka 49 98 27 19 7 200
 63

brand

Strongly Agree =5
Agree =4
Neutral =3
Disagree =2
Strongly Disagree =1

FORMULA:

XW = W1 Xi / Wi

CALCULATION

1. Brand looks Attractive

{[32*5] + [76*4] + [56*3] + [22*2] + [14*1]} = 680

680/200 = 3.4
2. Product Comparison
{[25*5] + [125*4] + [33*3] + [9*2] + [8*1]} = 750
750/200 = 3.75
3. Availability of milka brand
{[49*5] + [98*4] + [27*3] + [19*2] + [7*1]} = 763
763/200 = 3.815

INTERPRETATION:

From the above weighted averaged table it has been inferred that the majority of the
respondents have given first preference to Availability of milka brand. The second preference is
given to Product Comparison. The third preference is given to brand looks Attractive.
 64

CHAPTER-III
3.1 FINDINGS:

 It is observed that 39%of respondents are under the age group of 25-30 years,
about 39% of the respondents are between 18-25 years, about 9% of the
respondents are between 30-35 years, about 13% of the respondents are between
above 36 years.
 65

 It is identified that the majority of 75%of the respondents are male, and 25% of
the respondents are female
 It is found that, about 33% of respondents are UG degree holder about29% of the
respondents are having educational qualification of 10-12standard. 21% of the
respondents are DIPLOMA/ITI holders, about 29% of the respondents are post
graduates.
 It is observed that 56% of the respondents are satisfied towards milka
brand,23%of the respondents are highly satisfied,14% of the respondents remain
neutral 4% of the respondents are highly dissatisfied towards milka.
 It is inferred that 62%of the respondents agreed that, milka product has strong
differentiation when compared with other products.16% of respondents are
neutral with the above statement.
 It is observed that, 35% of the respondents said that, they mostly prefer to buy
250grams quantity of brand.65% said that, they mostly prefer to buy 500grams
milka bread
 It is identified that 38% of the respondents are agree with packing of the brand
looks attractive and informative,28%of the respondents are strongly agree, 16% of
the respondents are neutral, 11%of the respondents are disagree and 7%of the
respondents are strongly disagree with the packing of the brand looks attractive
and informative.

 It is found that, 33% of the respondents said that, the advertisement is the more
influencing factor to purchase the product, 30% of the respondents said that, price
is more influencing factor to purchase the product 9% said that brand image.
 It is observed that 42%of the respondents are satisfied with the promptness of
action taken as per customer complaints,15%of the respondents are highly
satisfied,14%of the respondents remain neutural,20% of the respondents are
dissatisfied and 9%of the respondents are highly dissatisfied with the promptness
of action taken as per customer complaints.
 66

 It is inferred that 71%of the respondents said that T.V is the media through with
they come across advertisement mostly.
 It is found that 50% of the respondents are fair a bout the quality of milka
bread,38%of the respondents felt good,12%of the respondents felt bad about the
quality of milka bread.
 It is observed that 48%of the respondents said that, price is the factor that they
want a change.21% of the respondents want a change in quantity.13% response
wand a change in quality.
 It is inferred that 56% of the respondents agreed that, advertisement is necessary
for milka bread, 44% of the respondents do not agree that advertisement is
necessary for milka bread.
 It is identified that 36% of the respondents said that, the cost of milka bread is
affordable. milka bread, 29%of the respondents said high,20%of the respondents
said that the cost of milka brand is reasonab1es5% of the respondents said that
the cost of milka bread is very high.
 It is observed that 49% of the respondents agreed that, the milka bread is available
in convenient shop,25%of the respondents are strongly agreed 14% of the
respondents are neutral, 9%of the respondents are disagreed and 4%of the
respondents are strongly disagreed that the milka bread is available in convenient
shop.
 It is found that 43% of the respondents said that, taste is the factor that attracted
them mostly 24% said that softness is the factor that attracted them. .
 It is inferred that 37% of respondents said that, they are loyal customer to milka
breads, 64%of respondents said that, they are not a loyal customer to milka
breads.
 It is identified that 45% of the respondents with said that, they prefer to buy
milka bread, from manufacture 20% prefer to try it from stores. For their
requirements.
 It is observed that 54% of the respondents said that by comparing with other
brands milka bread is good 20%of the respondents rated average, 15% of the
 67

respondents rated very good, 7%of the respondents rated poor ,3% of the
respondents are very poor by comparing with other brands.
 It is observed that 41% of the respondents,30%of the respondents are none of the
above, 19% of the respondents said that, they purchase milka bread weekly once.
 It is observed that 46% of the respondents said that, they know about the brand
through this friends 21% said that, they know about the brand through their
relative.

3.2 SUGGESTIONS

SUGGESSION FROM FINDING:

It is found that 48% of the respondents said that, price is the factor that they want to change
• Since majority of consumers wants a change in price of product, a competitive pricing
strategy may be followed.
 68

It is observed that 21% of the respondents want a change in quantity,31% responds needs
Changing quality
• Small quantity of a bread packs may be offered to consumer and to attract children

GENERAL SUGGESSION:

In this comparative marked, brand preference and customer delight once very important
factor to maintain great market share so it is necessary to maintain through satisfying customers
through good quality product

The company should do a deal demand survey at regular interval to know about unique
needs and requirements of customer.

The company should make free arrangement for its customers and retailers to make any
feed back or suggestion as and when they fell
.
The company should focus to bring more varieties flavors and quantity packs of milka
bread

3.3 CONCLUSION

All consumer decision making involves the element of choice. An organized cognitive structure
Consisting of product perception and brand preference can facilities the choice process.

With the vast array of different brands available in most consumer decision making settings,
 69

The consumers may eliminate some brands and focus on others according to the presence or
absences of the most valued attributes. Discrimination among brands within a product class is
based on perceived differences among valued attributes.

This research brings out the facts that, on which most valued attributes associated with milka
bread, the consumers from brand preference, that will lead to attain and substation brand loyalty
and helps to generate more revenue, grater market share and to beat off the competition.

APPENDIX

A STUDY ON BRAND PREFERENCE WITH SPECIAL REFERENCE TO

PIONEER BAKE HOUSE P(ltd,),GOBICHETTI PALAYAM

Personal Data:

Name :

Age : a. 18-25 b. 25-30 c. 30-35 d. above 36

 70

Sex : Male / Female

Education : a. >10-12 b. Diploma / ITI c. UG d. PG

Topic Related Questions:

1. What is your level of satisfaction towards Milka brand?

a. Highly satisfied b. Satisfied c. Neutral
d. Dissatisfied e. Highly Dissatisfied

2. There is a strong differentiation for this product when compared with other product?
a. Strongly Agree b. Agree c. Neutral
d. Disagree e. Strongly Disagree

3. What kind of quantity do you mostly prefer to buy?

a.250 b.500

4. The packing of the brand looks attractive and informative?

a. Strongly Agree b. Agree c. Neutral
d. Disagree e. Strongly Disagree

5 In your opinion which factor more influences you to purchase the product?
a. Price b. Advertisement c. Brand image

d. Packing

6. The level of satisfaction regarding the promptness of action taken as per customer complaints?
a. Highly satisfied b. Satisfied c. Neutral
d. Dissatisfied e. Highly Dissatisfied

7. Advertisement in which media you come across mostly?

a. Radio b. TV c. Magazines

8. What is your opinion about quality of Milka bread?

a. Good b. Fair c. Bad

9. Which change do you want Milka bread to go with?

 71

a. Packing b. Price c. Quantity

d. Quality

10. Do you think advertisement is necessary for Milka bread?

a. Yes b. No

11. The cost of Milka bread is ……………..

a. Reasonable b. Affordable c. High

d. Very High

12. Milka bread is available in shop located in convenient shops?

a. Strongly Agree b. Agree c. Neutral

d. Disagree e. Strongly Disagree

13. The kind of bread sense attracts you most?

a. Softness b. Taste c. Smell

d. Attractive

14. Are you a brand loyal customer to Milka breads?

a. Yes b. No

15. Where do you prefer to buy Milka breads for your requirement?

a. Retailer b. Manufacture c. Dealer

d. Stores

16. Comparing with other brands pioneer Milka bread is?

a. Very Good b. Good c. Average

d. Poor e. Very Poor

17. How after do you purchase Milka bread?

 72

a. Daily b. Monthly c. Weekly Once

d. None of the above

18. When we say Milka what strikes on your mind immediately?

a. Quickly product b. Low price c. Attractive packing
d. Quickly set
19. How do you know about the brand?

a. Advertisement b. Friends c. Relatives

d. Co-Workers

20. Rank the following factors for purchasing Milka bread?

a) Price

b) Quality

c) Brand image

d) Advertisement

21. Give your valuable suggestion?

----------------------------------------------------------------------------------------------------------------

BIBLIOGRAPHY

BOOK REFERENCE:

1) KOTLER PHILIP., Marketing Management, 8th Edition, Prentice – Hall India.-,New Delhi
2006
 73

2) KOTHARI C.R, Research Methodology and Techniques, 2nd Edition, Wishwa Prakasham
Publication -Delhi, 2004

3) I. LEVIN RICHARD & S. RUBIN DAVID, Statistics for Management, 7th Edition, Prentice –
Hall India.,-Delhi 2006

4) ARORA P.N, & AERAS, Statistics for Management, s .chand & company, 1td,third revised
edition,2008- New delhi

INTERNET SOURCES:

REFERENCE SITES:

1.www.answer.com

2. www.Wikipidia.com

COMPANY WEBSITES:

www.milka.com

SEARCH ENGINES:

www.google.com

www.yahoo.com