RESEARCH REPORT

ON

"COMPARATIVE ANALYSIS OF CUSTOMER PREFERENCE

FOR PARLE & BRITANNIA BISCUITS"

Submitted for the partial fulfillment of the requirement For the

Degree of Master of Business Administration from

Affiliated to
Uttar Pradesh Technical University, Lucknow
GUIDANCE BY:
Mr. Shrish Singh
(ASST. PROF.)

(SESSION: 2014-2015)
SUBMITTED BY:
Arun Kumar
ROLLNO. 1344270018
MBA IVth SEM.
College code 442

SARDAR BHAGAT SINGH

COLLEGE OF TECHNOLOGY & MANAGEMENT
(Approved by GBTU),

DECLARATION

I hereby declare that this project work entitled "COMPARATIVE ANALYSIS

OF CUSTOMER PREFERENCE FOR PARLE & BRITANNIA BISCUITS",
is my work, carried out under the guidance of my faculty guide Mr. Shrish Singh.
This report neither full nor in part has ever been submitted for award of any other
degree of either this university or any other university.

ARUN KUMAR

Roll No. 1344270018

ACKNOWLEDGMENT
Number of individuals have contributed directly and indirectly in this project. I am
thankful to all of them for their help and encouragement. So, I would start by
thanking my teachers who gave me knowledge and understanding of the concept.
My sincere gratitude is also to Mr. Shrish Singh (ASST. PROF.) Sardar Bhagat
Singh College of Technology & Management for permitting me to go for
training.
I would like to give my sincere thanks to my faculty guide, Mr. Shrish Singh
whose guidance and support helped in completion of this project.
Last but not the least I express my sincere thanks to my parents for their constant
support and suggestions to accomplish my goals. I thank God for his love and
grace that enabled me to complete the project.

ARUN KUMAR

Roll No. 1344270018

PREFACE
The

project

titled

"COMPARATIVE

ANALYSIS

OF

CUSTOMER

PREFERENCE FOR PARLE & BRITANNIA BISCUITS" is an outcome of

my Research project as a part of my MBA from Sardar Bhagat Singh College of
Technology & Management.
It is an effort to increase a company's precision marketing. The starting point of any
segmentation discussion is mass marketing. In mass marketing, the seller engaged in the mass
production, mass distribution and mass promotion of one product for all buyers. Market segment
consists of a large identifiable group within a market with similar wants, purchasing power
geographical location, buying attitudes or buying habita. It is an approach midway between mass
marketing and individual marketing. Through this the choice of distribution channels, and
communicaton channels become much easier. The researchers try to form segments by looking at
consumer characteristics; geographic, demographic, and psychographic. After segmenting the
market then target market selected.
.

ARUN KUMAR

Roll No. 1344270018

TABLE OF CONTENTS
S.No. Particulars

Page No.

Introduction of the topic

1-46

Objective of the study

47

Scope of the study

48

Importance & Use of the Study

49

Research Methodology

50-53

Data Analysis and Interpretation

54-67

Findings

68-69

Limitations

70

Conclusions

71-72

10

Suggestions & Recommendations

73-74

11

Bibliography

12

Appendix

75
76-76

Questionnaire

ARUN KUMAR

Roll No. 1344270018