Topic:

A study of consumer brand and buying preference of biscuits in Bharuch city .

Introduction:
The reason behind this topic is that recently the company is running three plants. And they are
planning to establish the new plant. So for that they want to know the awareness regarding their
brand, what are the perceptions in consumers mind regarding the biscuits. Which biscuits are are
easily available and which are not easily available, What all factor consumer look after before
buying their products.

A consumers buying behaviour is influenced by cultural, social, personal and psychological

factors. Most of these factors are uncontrollable and beyond the hands of marketers but they have
to be considered while trying to understand the complex behaviour of the consumers.

They want to check the need recognition, informations, purchasing Decisions, post purchase
decisions, taste etc.

And as there are so many competitors they need to maintain there brand name as well as the
market share so they have to do the survey before establishing the plant. After we know that
Customer Is The King Of The Market so company has to know about the consumers view point.

The study of consumer preference is very essential in the field of marketing as it helps firms to
construct smarter marketing strategies by getting an insight about what affects the decision
making of consumers.

Keeping in the mind consumers views company can generate the ideas and can established a
plant and can make the different marketing strategies for the promotion of the new product.

So after the survey whatever the conclusion come all departments can also take the decision
.Finance department can have an complete idea that how much finance is to be procure, HR
department can plan for recruitment of new employees for the new plant, purchase department
search for the raw material suppliers.

BRITANNIA INDUSTRIES LIMITED 2016.

LITERATURE REVIEWS:
1.A STUDY ON CUSTOMER PREFERENCES AND ATTITUDES TOWARDS
BRITANNIA PRODUCTS

WITH SPECIAL REFERENCE TO COIMBATORE DISTRICT

Mrs.A.Yamuna* Dr.Rachel Nancy Philip**

Research Scholar, Tirupur Kumaran College for Women,Tirupur

Principal, Tirupur Kumaran College for Women,Tirupur.
All businesses face competition in the market to move their products due to globalization. Even
the Multi-
National Corporations dealing FMCG face competition. Hence irrespective of the nature of
business, size of the
business the producers should identify the cause for the decrease in sales volume immediately.
Once they lose the
existing customers they could not get them back. Further they could not get the potential
customers. Hence it is
inevitable to have a thorough study on the customers attitudes and preference towards the
Britannia products then
only it will help them to take decision and frame a policy for improving the sales in the study
area.

2. .Publish by Global Vision Publishing House

By M. Ganesh Babu, G. Vani and Dr. N. Panchanatham
Consumer Buying Behaviour *S. Prakash
Consumer behaviour has been always of great interest to marketers. The knowledge of consumer
behaviour helps the marketer to understand how consumers think, feel and select from
alternatives like products, brands and the like and how the consumers are influenced by their
environment, the reference groups, family, and salespersons and so on. A consumers buying
behaviour is influenced by cultural, social, personal and psychological factors. Most of these
factors are uncontrollable and beyond the hands of marketers but they have to be considered
while trying to understand the complex behaviour of the consumers. This study discuss about
various uncontrollable and controllable factors.

3. . THE IMPACT OF INTERNET USER SHOPPING PATTERNS AND

DEMOGRAPHICS ON CONSUMER MOBILE BUYING BEHAVIOUR

Journal of Electronic Commerce Research, VOL. 6, NO.3, 2005

BRITANNIA INDUSTRIES LIMITED 2016.

Enrique Bigne Department of Marketing University of Valencia enrique.bigne@uv.es Carla Ruiz
Department of Marketing University of Valencia carla.ruiz@uv.es Silvia Sanz Department of
Marketing University of Valencia silvia.sanz@uv.es

In less than 15 years, the mobile phone has become an essential part of our daily lives. It is no
longer a luxury item and has become one of the most commonly used daily consumer goods
throughout the world. Despite its growing significance, there is still a lack of research work in
many countries in this field. This study aims to make an approximation of the M-shopper profile
and identify the variables influencing purchase behaviour. The methodology used to achieve
these objectives is based on 7 focus groups and the analytical techniques of ChiSquare and
logistic regression. Analysis of the results obtained from a representative sample of 2,104
Spanish Internet users shows that the M-commerce decision can be predicted according to
consumer age, social class and behaviour patterns as user of non-store shopping channels.

4. . Buying Behaviour Of Rural And Urban Consumers In India: The Impact Of Packaging

International Journal of Consumer Studies ISSN 1470-6423

Mahavir Sehrawet and Subhash C. Kundu Haryana School of Business, Guru Jambheshwar
University of Science & Technology, Haryana, India

This study aims to establish whether the residential background of consumers has a varying
influence on their buying decisions. A survey of 1090 urban and rural respondents was carried
out of which 523 were rural and 567 were urban. The gathered data were analysed by applying
counts, percentages, means, and analysis of variance. Rural residents found that packaging is
more helpful in buying, that better packaging contains a better product and that they are more
influenced by the ease of storing a package than their urban counterparts. Ease of carriage,
package weight, simplicity, transparency and similarity of packaging have comparatively less
impact on purchase decisions of rural consumers than urban ones. However, rural consumers are
more critical about packaging as they strongly consider that it contributes to misleading buyers
and is also an environmental hazard.

5. Consumer Buying Behaviour In Fashion Retailing

MPRA Paper No. 11908, posted 3. December 2008 16:08 UTC
Susana Azevedo and Madalena Pereira and Joao Ferreira and Vilma Pedroso University of Beira
Interior
Consumer behaviour research is the scientific study of the processes consumers use to select,
secure, use and dispose of products and services that satisfy their needs. Firms can satisfy those
needs only to the extent that they understand their customers. The main objective of this paper is
to study the gender differences in consumer buying behaviour of a Portuguese population when
they go shopping to buy apparel products. To attain this objective a survey was
developed and administered across Portugal. The findings confirm the differences

BRITANNIA INDUSTRIES LIMITED 2016.

between women and men especially in terms of What, Where, When, and How they
buy.

6. A STUDY ON CONSUMER BUYING BEHAVIOUR TOWARDS VARIOUS TYPES OF

SUNFEAST (ITC)

BISCUITS IN KOVILPATTI- A CASE STUDY

*,1Jegan, A. and 2Dr. Sudalaiyandi, S.

International Journal of Innovation and Scientific Research ISSN 2351-8014 Vol. 14 No. 2 Apr.
2015, pp. 278-286
: The study of consumer behavior is very essential in the field of marketing as it helps firms to
construct smarter marketing strategies by getting an insight about what affects the decision
making of consumers. The purpose of this paper is to analyze the theoretical aspects of consumer
buying behavior and the factors that influence it. This paper also reviews the relationship
between consumer buying behavior and the factors that influence the consumers purchasing
process and purchase decision.
7. How Online Shopping Is Affecting Consumers Buying Behavior in Pakistan
, Sajjad Nazir 1, Arsalan Tayyab 2, Aziz Sajid 3, Haroon ur Rashid 4, Irum Javed 5, IJCSI
International Journal of Computer Science Issues, Vol. 9, Issue 3, No 1, May 2012
This research says that that most of the people already shopping online and prefer to make their
purchases online, but there are some factors such as psychological factors, social factors
emotional factors, and the privacy factors which affect the buyer attitudes of online purchases.
The protection of privacy and security are major problems that affect the behavior of the
population to buy online. Various attitudes of consumers toward online shopping are not in rest
in the study which reveals that the purchase online is easy, comfortable and better that
conventional shopping due to various factors. Price, the trust, the convenience and the
recommendations have been identified as important factors. Price was considered to be the most
fascinating and affecting factor for the majority of students and the general public. Most of the
consumers hesitate not to do shopping online, because of the insecure payment and transactions
systems.
8. Analysis of Culture and Buyer Behavior in Chinese Market
, Yan Luo School of Management Tianjin University,
Culture is the most basic cause of a persons wants and behavior. Country, like China, who has
such a long history, has rich culture background. So it is very critical for international cooperates
who want to do business in China to know about Chinese culture and how it works to buyers
behavior. Starting from Chinese culture in Marketing context, this paper discusses how culture
influence buyers behavior in Chinese Market. Keywords: Culture, Buyers behavior, Chinese
market.
9. CONSUMER BEHAVIOUR TOWARDS SMARTPHONE INDUSTRY IN INDIAN
MARKET

BRITANNIA INDUSTRIES LIMITED 2016.

AMRIT MOHAN MBA Business Management,
The research focuses on consumer attitude for smartphone and influence of brand on consumers
in buying decisions. The recent growth of smartphone usage is an observable fact that crosses all
age and gender boundaries. Hence, this research explores through quantitative analysis some of
the key factors believed to affect consumers attitudes and behaviours towards smartphone
purchase.
10. A trust-based consumer decision-making model in electronic commerce
: The role of trust, perceived risk, and their antecedents Dan J. Kim, Computer Information
Systems, University of Houston Clear Lake, 2700 Bay Area Boulevard, Delta 169, Houston, TX
77058-1098, United States Donald L. Ferrin, Lee Kong Chian School of Business, Singapore
Management University, Singapore H. Raghav Rao, Department of Management Science and
Systems, State University of New York at Buffalo, United States
Published in Decision Support Systems, Volume 44, Issue 2, January 2008, Pages 544564
Are trust and risk important in consumers electronic commerce purchasing decisions? What are
the antecedents of trust and risk in this context? How do trust and risk affect an Internet
consumers purchasing decision? To answer these questions, we i) develop a theoretical
framework describing the trust-based decision-making process a consumer uses when making a
purchase from a given site, ii) test the proposed model using a Structural Equation Modeling
technique on Internet consumer purchasing behavior data collected via a Web survey, and iii)
consider the implications of the model. The results of the study show that Internet consumers
trust and perceived risk have strong impacts on their purchasing decisions.

OBJECTIVES:

The following are the main objectives of the study

To identify the existing issues related to the Britannia products.

To evaluate the sales and market share of Britannia products
To offer recommendations and suggestions to improve the sales in the study area.
To check the awareness regarding the brand.

BRITANNIA INDUSTRIES LIMITED 2016.

RESEARCH METHODOLOGY:

1. Method of collection: Questionnaire

2. Sampling area: Bharuch

3. Sample size: 100 respondents

4. Data Collection Tool : Structured Questionnaire

5. Sampling Method: Convenience sampling

DATA ANALYSIS:
The analysis of data has been carried out with the help of statistical tools like Charts with
the help of ms excel software.

LIMITATIONS:
The reliable result of the study I am going with primary data.
Respondents may give biased answers for the required data, some of the respondent did
not like to respond on particular questions, thus it will be limited.
Research is time consuming but here time is less.

BRITANNIA INDUSTRIES LIMITED 2016.

DATA INTERPRETATION & ANALYSIS:

GENDER RESPONDEN
T
MALE
FEMALE
45
55
GENDER
60
40 55
45
20
0
MALE FEMALE

INTERPRETATION:

From the above graph it can be analyze that there are 55 female and 45 male out of
100 respondents.

2.AGE:

AGE RESPONDEN
T
15-20 20
21-25 40
26-30 29
30 & ABOVE 11

BRITANNIA INDUSTRIES LIMITED 2016.

 AGE
45
40
35 40
30
25 29
20
15 20
10
11
5
0
15-20 21-25 26-30 31& ABOVE

INTERPRETATION:

From the above graph it can be analyze that out of 100 respondents 20% are
between the age of 15-20, 40% are between the age 21-25, 29% are between the age
of 26-30 and 11% are between the age of 31& above.

3.Qualification:

QUALIFICATION RESPONDENTS
GRADUATE 19
POST GRADUATE 24
OTHERS 57

BRITANNIA INDUSTRIES LIMITED 2016.

 QUALIFICATION
60
50 57
40
30
20 24
10 19
0
GRADUATE POST GRADUATE OTHERS

INTERPRITATION:

From the above graph it can be analyze that out of 100 respondents 19% are
graduate, 24% are post graduate 57% are others.

4. OCCUPATION:

OCCUPATION RESPONDENTS
BUSINESS 16
JOB 26
STUDENT 57

OCCUPATION
80

60
58
40

20 26
16
0
BUSINESS JOB STUDENT

INTERPRITATION:

From the above graph it can be analyze that out of 100 respondents 16% are doing business,
26% are doing job and 58% are students.

BRITANNIA INDUSTRIES LIMITED 2016.

QUESTIONS:

1.Which are the biscuits brand you are aware of?

BRANDS RESPONDENT
S
BRITANNIA 87
PARLE 63
CADBUURY 36
PATANJALI 63
ITC 23
PRIYAGOLD 38

BRAND AWARENESS
100
90
80 87
70
60
50 63 63
40
30 36 38
20
10 23
0

INTERPRITATION:

FROM above graph it can be analyze that out of 100 repondents 87% are aware of
Britannia brand which is been highest aware than other brand . the parle and
patanjali both are same that is 63%, Cadbury is 36%, priyagold is 38% and itc is
less aware that is 23%.

BRITANNIA INDUSTRIES LIMITED 2016.

2. Which Brand of biscuits you consume?

BRANDS RESPONDEN
TS
BRITANNIA 88
PARLE 41
CADBURY 13
PATANJALI 32
ITC 5
PRIYAGOLD 7

WHICH BRAND CONSUME?

100
90
80 88
70
60
50
40
30 41
20 32
10
0 13
5 7

INTERPRETATION:

From the above graph it can be analyze that out of 100 respondent, 88% are consuming the
Britannia brand. And we can also see that it is the highest consuming brand among all the
other brands.
Other than Britannia parle is second brand of consumption that is 41% and patanjali 32%.
Remaining Cadbury that is 13%, itc that is 5% and priyagold very less consumed that is
7%..

BRITANNIA INDUSTRIES LIMITED 2016.

3. Why you prefer eating biscuits?

PARTICULARS RESPONDENT
S
TIMEPASS 26
SNACKS 24
WHEN HUNGRY 19
WITH TEA 30
ANY OTHER 1

3. WHY YOU PREFER EATING BISCUITS?

35
30
25 30
20 26 24
15 19
10 RESPONDENT
5
0
1

INTERPRITATION:

From the above graph it ca be analyze that out of 100 reondents 30% are eating the biscuits
with the tea,26% are eating for time pass,24 are eating as a snacks only 19% are eating
when they are hungry .
so people are eating biscuits more with the tea.

4.In a day how many time you eat biscuits?

PARTICULARS RESPONDENTS
ONCE 60
TWICE 23
THRICE 9
MORE THAN THRICE 8

BRITANNIA INDUSTRIES LIMITED 2016.

 4.IN A DAY HOW MANY TIMES YOU EAT BISCUITS?
70

60
60
50

40

30

20 23
10
9 8
0
ONCE TWICE THRICE MORE THAN TRICE

INTERPRITATION:

From the above graph it can be analyze that out of 100 respondent 60% are eating biscuits once in a
day, 23% are eating twice a day ,9 % tthrice a day and more than thrice that is 8%.

5. In your family who eat Britannia biscuits ?

BRITANNIA INDUSTRIES LIMITED 2016.

MEMBERS RESPONDENT
FATHER 39
MOTHER 37
HUSBAND 1
WIFE 22
CHILDREN 45
BROTHER& SISTER 38
OTHERS 12

FAMILY MEMBER EATING BISCUITS

50
45
40 45
35 39 37 38
30
25
20 22
15
10 13 12
5
0

BRITANNIA INDUSTRIES LIMITED 2016.

INTERPRITATION:

From the above graph it can be analyze that 45% childrens are eating more biscuits in
family, then Father and Brother&sister are eating that is 39% & 38%. Mother is 37%. Rest
husband and other are less in percent compare to other that is 13% &12%.

6. Which biscuits of Britannia you prefer most ?

BISCUITS RESPONDENT
S
GOODAY 29
MARIE GOLD 20
BOURBON 27
TIGER 7
LITTLE HEARTS 8
COOKIES 2
MILKBIKIES 2
50-50 5

BRITANNIA INDUSTRIES LIMITED 2016.

 MOST PREFERD BISCUIT IN BRITANNIA
35
30
25 29
27
20
20
15
10
5 7 8
5
0 2 2

INTERPRITATION:

From the above graph it can be analyze that out of 100 respondents the most preferred
biscuits of britannia is Gooday that is 29%. Marie gold is 20%, bourbon 27%. This three
are preferred most than other biscuits.
Tiger 7%, littlehearts 8%, 50-50 is 5% and cookies and milkbikies is 2%.So
tiger,littlehearts,cookies,milkbikies and 50-50 are preferred less than other three.

7. What all factors you look before purchasing the Britannia biscuits?

DISCRIPTION RESPONDEN
T
NUTRITION 4.27
PRICE 3.16
PACKAGING 3.22
QUANTITY 4.1
BRAND NAME 4.04
TASTE 4.75

BRITANNIA INDUSTRIES LIMITED 2016.

 FACTOR RATING
5
4.5 4.75
4 4.27
3.5 4.1 4.04
3
2.5 3.16 3.22
2
1.5
1
0.5
0

INTERPRITATION:

From the above graph it can be analyze that respondents are giving the most preference on
the taste, nutrition, quantity and brand name. and less preference on the price and
packaging.

8. Which Britannia biscuit you like in gooday?

BISCUITS RESPONDENTS
GOODAY BUTTER 60
GOODAY CASHEW 40

BISCUITS IN GOODAY
70
60
60
50
40
40
30
20
10
0
GOODAY BUTTER GOODAY CASHEW

BRITANNIA INDUSTRIES LIMITED 2016.

INTERPRITATION:

From the above graph iit can be analyze that out of 100 respondents 60% like Gooday
butter and only 40% like gooday cashew.

9. Which Britannia biscuits you like in Bourbon?

BISCUITS RESPONDENTS
BOURBON CHOCOLATE 70
BOURBON VANILA 30

BISCUITS IN BOURBON
80
70
70
60
50
40
30
30
20
10
0
BOURBON CHOCOLATE BOURBON VANILA

INTERPRITATION:

From the above graph it is analyze that out of the 100 respondents 70% respondents are of
Bourbon chocolate and only 30% of Bourbon vanila.

10. Which Britannia biscuits you like in Marie ?

BISCUITS RESPONDENTS
MARIE GOLD 75
MARIE VITA 25

BRITANNIA INDUSTRIES LIMITED 2016.

 BISCUITS IN MARIE
80
70 75
60
50
40
30
20 25
10
0
MARIE GOLD MARIE VITA

INTERPRITATION:

From the above graph it can be analyze that out of 100 respondents 75% like Mariegold
and remaining 25% like Marie vita .
so Marie gold is like more than marie vita by the respondents in bharuch city.

11. From were do you buy the Britannia biscuits ?

STORES RESPONDENTS
RETAILER 50
BAKRIES 33
SUPER MARKET 9
WHOLE SELLER 8

BRITANNIA INDUSTRIES LIMITED 2016.

 BUYING OF BISCUITS
60
50
50
40
30 33
20
10
0 9 8

INTERPRITATION:

From the above it can be analyze that out of 100 respondents 50% of them are buying
biscuits from retailer and 33% from bakries. Only 9% are buying the biscuits from the
supermarket and 8% from the wholeseller.
So in bharuch city half of the respondent are buying biscuits from the retailer.

12. Which biscuits you like most of Britannia?

TASTE RESPONDENTS
SWEET 80
SUGARLESS 11
SALTY 9

MOST PREFERD BISCUITS

90
80
70 80
60
50
40
30
20
10
11 9
0
SWEET SUGARLESS SALTY

BRITANNIA INDUSTRIES LIMITED 2016.

INTERPRETATION:

From the above graph it can be analyze that 80% are preferring the sweet biscuits, 11%
prefer sugarless biscuits and 9% salty.
So in Britannia brand out of 100 respondents 80% prefer sweet biscuits in bharuch city.

13.What is your opinion regarding the customer relationship management of Britannia?

CRM RESPONDENTS
GOOD 66
BETTER 33
BAD 1

OPINION REGARDING CRM

70

60 66

50

40

30 33
20

10

0
GOOD BETTER 1
BAD

INTERPRITATION:

From the above graph it can be analyze that in bharuch city out of 100 respondents 66% of
them keep the opinion tha britannias customer relationship management is good .
Only 33% opinion is better and 1% opinion is bad.

14. what is your opinion regarding the price of Britannia Biscuits?

PRICE OPINION RESPONDENT

COSTLY 44
CHEAPER 56

BRITANNIA INDUSTRIES LIMITED 2016.

 OPINION REGARDING PRICE
60
56
50

40 44

30

20

10

0
COSTLY CHEAPER

INTERPRITATION:

From the above graph it can be analyze that 56% respondent opinion is that
Britannia biscuits are cheaper in price.
And ony 44% respondents opnions is that it is costly.

15. Other than Britannia which Brand you like most?

BRANDS RATING
PARLE 3.6
PRIYAGOLD 2.98
PATANJALI 3.91
ITC 2.6
CADBURY 2.55

BRITANNIA INDUSTRIES LIMITED 2016.

 RATING OUT OF 5
4.5
4
3.5 3.91
3.6
3
2.98
2.5
2.6 2.55
2
1.5
1
0.5
0
PARLE PRIYAGOLD PATANGALI ITC CADBURY

INTERPRITATION:

so from the above table it can be analyze that out of 5 the rating of patanjali is
more and then after parle and then priyagold.
And Itc and Cadbury is very less .so patanjali come first in all this 5 brand
rating other than Britannia.

Suggestions:

The company should concerate on their pricing decisions of products because

they provide good quality of biscuits and customer opinion is also cheaper
regarding the biscuit. so if possible they must increase the price of some
biscuits .
The biscuits which are not mostly preferred by the respondents the company
should change the flavor and relaunch the product by doing its proper
marketing
The company should incease the advertisement of 50-50,milknikies,
Littlehearts and cookies.
For making biscuits the company should prefer wheat flour instead of
maida.
Company should established a plant of a tiger biscuit because the respondent
are eating biscuits with the tea.

BRITANNIA INDUSTRIES LIMITED 2016.

 Company should go for gooday butter plant for their future expansion
because the respondent in gooday butter are more than gooday cashew.

Conclusion:
Among all the brand more number of respondent are consuming the
Britannia biscuits.
Awareness of Britannia is more than other brands of biscuits.
Parle and patanjali are major competitor of britannia.
Britannia is good in its Nutrition,Quantity,Taste and Brand name.
Customer relationship management and quality of Britannia is very
good.

BRITANNIA INDUSTRIES LIMITED 2016.