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“CONSUMER BUYING BEHAVIOUR OF BISCUIT IN DIBRUGARH TOWN WITH SPECIAL REFERENCE TO SOUTH AMOLAPATTY AREA,
DIBRUGAH”
A project report submitted to Dibrugarh University in partial fulfillment of the Requirement for the Bachelor Degree in Commerce with Specialization in Marketing.
SUBMITTED by:-
Shri Bhaibyajit Borgohain
Roll No.
Regn. No. 09000930
D.H.S.K. COMMERCE COLLEGE
Dibrugarh (Assam)
2010-2011
CHAPTER 1
INTRODUCTION
1
The term ‘consumer’ can be described as a person who acquires goods and services for
self satisfaction and is often used to describe two different kinds of consuming entities: the
personal consumers and organizational consumers. The personal consumers buy goods and
services for his/her own use. In this context, the goods are bought for final use by individual.
Thus consumer buying behaviour is defined as the behaviour that consumers display in
searching for purchasing, using, evaluating and disposing of products and services that they
expect will satisfy their needs. Consumer behaviour focuses on how individuals make decisions
to spend their available resources (time, money, effort) on consumption related items. That
includes what they buy, why they buy, when they buy it, where they buy it, how often they buy it
for purchase and the impact of such evaluations on future purchases, and how they dispose it off.
As a consumer we are all unique and this uniqueness is reflected in the consumption pattern
and process of purchase. The study of consumer behaviour provides us with reasons why consumer
differs from one another in buying/using products and services. The study of consumer behaviour
towards any products is an important area of study for all company’s/ producer/ manufacturer/ marketer
in the field of marketing. Such a study help to understand what is going on in the market & how the
consumer act in the process of consuming or using products. It emphasis on the present as well as the
future demands of products or services which are available in the market.
Biscuit is one of the most common purchases that an Indian household make. It has become one
of the most loved fast food products for every age group. Biscuits are eaten by all sections of
people throughout the year. Biscuits are easy to carry, tasty to eat and reasonable at cost. They
are, thus, mass consumption items with number of varieties and shapes. Market for biscuits is
scattered all over the country. Urban and semi-urban markets are dominated by many national
and regional brands but even then many local manufacturers are doing a good business as their
products are fresh, they offer many varieties and they are cheaper. The main purpose of this study is
to know the behaviour of consumer in buying biscuits. From this study we will able to find out the
various factors that determines the choice of consumers regarding biscuits. As there are many
companies manufacturing biscuits, it difficult to know the thinking of customer on whether, what, how,
and from whom to purchase the biscuit. Therefore, research is required to examine the customers’
perception towards biscuits. So the problem is to identify what are the criteria that prospective
2
customer takes into consideration before buying biscuit. Also after purchasing are customers being
satisfied or not?
1,1 - Objectives of the study:-
1. To study the behaviour of consumer in buying biscuits.
2. To find out the various factors that determines the choice of consumers regarding
biscuits.
3. To examine the customers’ perception towards biscuits.
1.2 - Scope
This study is confined to South Amolapatty area of Dibrugarh.
It is aimed to study the behaviour of the customers in buying biscuits. The project
analyzed the demographic, psychographic and buying characteristics of the customers in
buying the biscuit. It includes the detailed study of customers focusing on the various
parameters that lead to identifying and understanding the perception of the customer in
buying biscuits.
1.3 - Profile of the study area:
About the district (Dibrugarh):
Dibrugarh is situated on the banks of the Brahmaputra River, in Upper Assam, India, about
435 kilometres north east of Guwahati. It is the gateway to the three tea producing districts of
Tinsukia, Dibrugarh, and Sibsagar. These three areas account for approximately 50% of India's
Assam tea crop and thus Dibrugarh is rightly named as the Tea City of India. Oil and Timber are
the other big two industries in and around Dibrugarh. The town is well connected with all the rural
areas and easily reachable by the consumers from different parts of the district and town.
As par 2001 India census, Dibrugarh had a population of 102,523. Males constitute 54% of the
population and females 46%.Dibrugarh has an average literacy rate of 81%, higher than the
national average of 59.5%: male literacy is 82% and, female literacy is 80%. In Dibrugarh, 9% of
the population is under 6 years of age. Dibrugarh is part of Dibrugarh Lok Sabha constituency.
3
South Amolapatty:
Amolapatty is a very crowded place in dibrugarh town. To the south it is South Amolapatty area
with a population more than 1000 where the study is made. The area is close to the bank of
Brahmaputra River. This area has been taken due to the fact that different classes of consumers
in respect of economic status, lifestyle, literacy level, religion, language etc are found in this
area. This enables the study to be wide and not dependent on a set class of people.
1.4 - Methodology:-
The relevant information and data for the study have been collected from various primary and secondary
sources. Secondary data are collected from various websites, books etc. and the shops of the study area
are also visited for the purpose.
For primary data a series of field works has been carried out in the selected area, i.e. South
Amolapatty of Dibrugarh. A questionnaire was prepared on the basis of the objectives of the study.
Questionnaires were distributed to 50 households in the selected area in a random basis. Data
thus collected has been tabulated and analyzed.
For data presentation bar diagrams, graphs, tables are used and for data analyses simple statistical
tools like simple average, percentage etc. are used.
1.5 - Limitations of the study
All the research projects are hindered in their smooth flow by some unforeseen problems. The
problems arise in the form of constraints by budget, time and scope of the study. The current
project was also faced by certain problem. Some of the problems faced in the course of the
research are as follows:
A strong unwillingness on the part of the consumers to participate and aid the research.
The boredom and wavering concentration that set in among the respondents while
answering the long questionnaire: thus in turn led to the difficulty of preventing
incomplete questionnaires.
Sampling error: the research include a sample size of 50 customers which is not sufficient
to reflect a conclusive decision about the buying behaviour for biscuit.
4
The study was limited to the geographical region of SOUTH
AMLAPATTY,DIBRUGARH.
Shortage of time is also reason for incomprehensiveness.
1.6 - Significance of the study:-
The consumer science is largely used by marketer to find out whether a particular product will be
purchase by consumer or not. In competitive environment one cannot thrust a product on
consumer. He has to produce what is demanded or what can be demanded. By studying
consumer behaviour a marketer can find out what can be sold and what goods or services are
likely to be rejected.
There are number of importances of this study which are as follows:-
1. Save from disaster: - The failure rate of new products is surprisingly high not only in
highly competitive economies of USA, Europe and Japan etc but even in India. This
study will help the new comers of biscuit industry/marketers in avoiding disasters.
2. Helps in formatting right marketing strategy: -By knowing what factors influence the
demand of biscuit, a producer can produce accordingly and marketing strategies can be
framed.
3. Helpful in sales promotion: -Through the study of consumer behaviour we will able to
know correctly the factors which influence buying decisions of the consumer. This will
help the biscuit producers/distributors to promote sales of existing or new products.
4. Development of new products: -Before launching a new product proper study of
consumer tastes i.e. behaviour avoids later failure and loss. This is particularly true for
food items and daily consumption product.
5. Product orientation is helped: -The study of consumer behaviour helps to find out why
consumers are drifting away from a product or why they are not liking it. In this instance
a new flavoured biscuit can be developed or reoriented by the biscuit manufacturers to
capture the market.
6. Segmentation of market can be done: - The study of consumer behaviour suggested that
everyone does not buy on price consideration or utility consideration only. Thus this
study will be helpful for biscuit manufacturers/market intermedieries in segmenting their
market.
5
7. Helps consumers to study their behaviour: -The consumers often are guided by their
income, emotions, opinion of others and they do not undertake the study of their
behaviour whether it is scientific or not. The science however can help them to study cost
benefit of their buying decision. The study can reveal them whether buying an expensive
item is rational or not.
1.7 - CHAPTERISATION SCHEME:
The project contents have been organized in the following chapters:
CHAPTER 1: The first chapter contains introduction of consumer behaviour and biscuit, objectives of
the study, scope of the study, methodology, limitation and significance of the study.
CHAPTER 2: The second chapter includes a profile of Biscuit industry and consumer behaviour in
India.
CHAPTER 3: The third chapter contains the analysis and interpretation of the data collected from
respondents.
CHAPTER 4: The fourth chapter contains the summary of the study, major finding, problems,
suggestions and conclusion of the study.
References: WEBSITES: en.wikipedia.org, www.foodbizdaily.com,
www.business.mapsofindia.com, BOOKS: Modern Marketing, Principles and practices Fourth
Revised Edition. S. Chand & Company Ltd, by R.S.N. Pillai and Bagavathi; Consumer
Behaviour in Indian context, Second revised Edition 2008, S. Chand &Company Ltd., by Dr.
P.C. Jain and Monika Bhatt
CHAPTER 2
A profile of Biscuit industry and consumer behaviour in India
6
2.1 - A profile of Biscuit industry
The biscuit Industry in India accounts for a total turnover of Rs.3000 crores. India is
considered to be the third largest biscuit manufacturer in the world only after USA and China.
India's biscuit industry is categorized into the organized and unorganized sectors. Bread and
biscuits are the major part of the bakery industry and covers around 80 percent of the total
bakery products in India. This belongs to the unorganized sector of the bakery Industry and
covers over 70% of the total production.
Though bakery industry in India has been in existence since long, real boost came only in
the later part of 20th century. The contributing factors were urbanization, resulting in increased
demand for ready to eat products at reasonable costs etc. In India 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. Nearly 55% of the biscuits are consumed by rural sector. The higher
consumption of biscuits in rural area could be attributed to its position as a snack, longer shelf
life and better taste which is liked by different cross sections of population. There is no
marketing problem as every shop may be a market for wafer biscuits.
The total production of bakery products have risen from 5.19 lakh tonnes in 1975 to
18.95 lakh tonnes in 1990. 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
brooke bond tried to trade in the biscuit industry but couldn't hit the market because of the local
companies that produced only biscuits.
Summary of Indian Biscuit Industry:
7
The total production of biscuits in India is estimated to be around 30 lakh MT, the
organized sector accounts for 65% and the unorganized sector accounts for 35% of the
total industry volume.
The organized sector is valued at above Rs 8000 crores.
The biscuit industry is estimated to grow over 15-17% in the next few years.
The per capita consumption of biscuits in India is 2.0 kg.
India is ranked 3rd after US and China amongst the global biscuits producers.
The export of biscuits is approximately 17% of the annual production, the export of sweet
biscuits for year 2007-08 was Rs 145.93 Cr and for year 2008-09(April-Dec) was Rs 280
Cr, the major exporting regions were Haiti, Angola, USA, Ghana, UAE.
The imports are not significant amount as compared to the total consumption.
The penetration of biscuits in urban and rural market is 85% and 55% respectively.
The Biscuit industry employs almost 3.5 lakh people directly and 30 lakh people
indirectly.
The organized biscuit manufacturing industries annual production is in the table below:
Table – 2.1
Year 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09
Annual Production(Lakh MT) 11.00 12.54 14.29 16.14 17.14 19.5
Main Categories of Biscuits: Glucose, Marie, Sweet, Salty, Cream & Milk. Glucose biscuits
accounts for more than 50% of the total biscuit market value, Parle G dominate this market with
more than 60% share followed by Britannia and ITC.
Top brands in India:
The Indian biscuit market has quite a few dominant players who have managed to establish a
strong customer base over the years.
8
Major brands: The Indian biscuit industry is dominated by major brands like Parle, Britannia,
and Sunfeast. Also the category has strong regional brands such as Priya Gold-North, Cremica-
North & West, Dukes-South and Anmol,-East & North.
Other popular brands: Horlicks, Biskfarm-East, Rose-Andhra Pradesh & South, Sobisco-East
and North East also launched in Andhra Pradesh and Madhya Pradesh., Nezone- North East,
Bakewell.
Britannia Industries Ltd
Based in Bangalore Britannia Industries Ltd is reputed as being one of the top biscuit brands in
India. The company was established way back in 1892 and till today has managed to maintain a
distinctive position in the Indian biscuit industry specially with its most popular brand called
Tiger. Britannia holds a 38% market share in the biscuit industry in India. Some of the famous
biscuit brands offered by Britannia include; Good Day, Timepass, Bourbon, 50-50, Treat, Milk
Bikis, Marie Gold, NutriChoice, Little Hearts etc.
Key Products: Tiger, Good Day, Bourbon, 50-50, Treat, Milk Bikis, Marie Gold, NutriChoice,
Timepass, Little Hearts
Parle Products Pvt. Ltd
Founded in 1929, Parle Products Pvt. Ltd ranks among the top biscuit brands in India. The
company has 7 manufacturing units of its own and 51 manufacturing units on contract.
Accounting for about 30-35% of market share in the biscuit industry this company is famous for
brands like Parle - G , ,Krackjack ,Hide & Seek Milano,Hide and Seek, Magix and Monaco
Key Products : Parle - G , Hide and Seek ,Krackjack ,Hide & Seek Milano ,Magix ,Digestive
Marie ,Monaco ,Parle Marie ,Kreams ,Milk Shakti ,Parle 20-20 Cookies ,Golden
arcs ,Nimkin ,Kreams Gold ,Chox ,Monaco Jeera
ITC Ltd
The famous ITC Group ventured into the biscuits market in July 2003 with the introduction of
the Sunfeast range of biscuits. Sunfeast currently holds a market share of ~10% is surely on its
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way to becoming a top biscuit brand in India. Some of the popular biscuit brands by ITC ltd are
Sunfeast Marie Light ,Sunfeast,Sunfeast Dream Cream, Golden Bakery, Sunfeast Dark Fantasy.
Key Products : Sunfeast Milky Magic ,Sunfeast Marie Light ,Sunfeast Golden Bakery ,Sunfeast
Dark Fantasy ,Sunfeast Dream Cream ,Sunfeast Snacky ,Sunfeast sweet 'n salt ,Sunfeast
Nice ,Sunfeast Benne Vita Flaxseed Biscuits ,Sunfeast Special.
Anmol Biscuits Ltd
Anmol is a popular brand of eastern & northern region, having manufacturing facilities in W.B
& U.P.
Key Products : Lemon Mazaa , Funfill Choco Vanilla , Yummy - Milk Cream , Tip Top Kajoo
Kurkure Masala, Coconutty , Thin Arrowroot , Marie,2 in 1, Butter Bake , Cream Cracker , Dil
Khush , Dream Lite , E-Time , Funfill Orange , Funfill Rich Chocolate ,Golmol ,Jadoo ,Marie
Time , Snackles ,Milk Made.
Bisk Farm
Bisk farm was launched in year 2000 in West Bengal and it is owned by Aparna group of
Industries under the company called SAJ Industries Pvt Ltd.
Consumption Pattern across Various Regions:
10
2.2 CONSUMER BUYING BEHAVIOUR
Definition
“Consumer behaviour can be defined as the activities and the actions of people and
organisation that purchase and use economic goods and services, including the influence on these
activities and actions.” -JF Engel
Process by which individuals search for, select, purchase, use, and dispose of goods and
services, in satisfaction of their needs and wants. Buying Behaviour is the decision processes and
acts of people involved in buying
Characteristic of consumer Behaviour
The chief characteristics of the consumer Behaviour are as follow:--
(1) It consists of mental and physical activities which consumers undertake to get goods and
services and obtain satisfaction from them..
(2) It includes both observable activities such as walking through the market to examine
merchandise and making a purchase and mental activities such as forming attitudes, perceiving
advertising material, and learning too prefer particular brands.
(3) Consumer behaviours are very complex and dynamic too constantly changing. And
therefore,, management need to adjust with the change otherwise market may be lot..
(4) The individuals specific behaviours in the market place is affected by internal factor,, such as
Need , motives, perception, and attitudes, as well as by external of environmental influences such
as the family social groups,, culture ,,economics and business influences..
Consumer behaviour refers to the mental and emotional process and the observable
behaviour of consumers during searching, purchasing and post consumption of a product or
service. Consumer behaviour involves study of how people buy, what they buy, when they buy
and why they buy. It blends the elements from psychology, sociology, sociopsychology,
anthropology and economics. It also tries to assess the influence on the consumer from groups
such as family, friends, reference groups and society in general. Buyer behaviour has two
aspects: the final purchase activity visible to any observer and the detailed or short decision
process that may involve the interplay of a number or complex variables not visible to anyone.
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CONSUMER BUYING DECISION PROCESS
Definition
Process by which (1) consumers identify their needs, (2) collect information, (3) evaluate
alternatives, and (4) make the purchase decision. These actions are determined by psychological
and economical factors, and are influenced by environmental factors such as cultural, group, and
social values.
Introduction of buying decision process:
Consumers make many buying decisions every day. Mostly large companies do extensive
research on consumer buying decision, to answer questions like what does consumer buy, where
they buy, how they buy, how much they buy, when they buy and why do they buy a product. The
consumer passes through different stages with every purchase, but in more routine purchases,
consumers often skip or reverse some of these stages.
Consumer decision making process generally involves five stages:
1) Problem Recognition
Purchase decision making process begins when a buyer becomes aware of an unsatisfied need or
problem. This is the vital stage in buying decision process, because without recognizing the need
or want, an individual would not seek to buy goods or service.
There are several situations that can cause problem recognition, these include:
Depletion of stock
Dissatisfaction with goods in stock
Environmental Changes
Change in Financial Situation
Marketer Initiated Activities
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Post purchaseActions
PurchaseAction
AlternativeEvaluation
InformationSearch
ProblemRecognition
2) Information Search
After the consumer has recognized the need, he / she will try to find the means to solve that need.
First he will recall how he used to solve such kind of a problem in the past, this is called nominal
decision making. Secondly, a consumer will try to solve the problem by asking a friend or goes
to the market to seek advice for which product will best serve his need, this is called limited
decision making.
Sources of information include:
Personal sources
Commercial Sources
Public sources
Personal experience
3) Alternatives evaluation
Consumers’ evaluates criteria refer to various dimension; features, characteristics and benefits
that a consumer desires to solve a certain problem. Product features and its benefit is what
influence consumer to prefer that particular product. The consumer will decide which product to
buy from a set of alternative products depending on each unique feature that the product offers
and the benefit he / she can get out of that feature.
4) Purchase Action
This stage involves selection of brand and the retail outlet to purchase such a product.
Retail outlet image and its location are important. Consumer usually prefers a nearby retail outlet
for minor shopping and they can willingly go to a far away store when they purchase items
which are of higher values and which involve higher sensitive purchase decision. After selecting
where to buy and what to buy, the consumer completes the final step of transaction by either cash
or credit
5)Post-purchase Actions
Consumer favorable post-purchase evaluation leads to satisfaction. Satisfaction with the
purchase is basically a function of the initial performance level expectation and perceived
performance relative to those expectations. Consumer tends to evaluate their wisdom on the
purchase of that particular product. This can result to consumer experiencing post purchase
dissatisfaction. If the consumer’s perceived performance level is below expectation and fail to
meet satisfaction this will eventually cause dissatisfaction, and so the brand and/ or the outlet
13
will not be considered by the consumer in the future purchases. This might cause the consumer
to initiate complaint behaviour and spread negative word-of-mouth concerning that particular
product.
Factors Affecting Consumer Behaviour
Consumer behaviour refers to the selection, purchase and consumption of goods and services for
the satisfaction of their wants. There are different processes involved in the consumer behaviour.
Initially the consumer tries to find what commodities he would like to consume, then he selects
only those commodities that promise greater utility. After selecting the commodities, the
consumer makes an estimate of the available money which he can spend. Lastly, the consumer
analyzes the prevailing prices of commodities and takes the decision about the commodities he
should consume. Meanwhile, there are various other factors influencing the purchases of
consumer such as social, cultural, personal and psychological. The explanation of these factors is
given below.
1. Cultural Factors
Consumer behaviour is deeply influenced by cultural factors such as: buyer culture, subculture,
and social class. In India there are so many cultures, habits, preferences that without in depth
study of them one cannot optimize sales.
• Culture: Basically, culture is the part of every society and is the important cause of person
wants and behaviour. The influence of culture on buying behaviour varies from country to
country therefore marketers have to be very careful in analyzing the culture of different groups,
regions or even countries.
• Subculture: Each culture contains different subcultures such as religions, nationalities,
geographic regions, racial groups etc. Marketers can use these groups by segmenting the market
into various small portions. For example marketers can design products according to the needs of
a particular geographic group.
14
• Social Class: Every society possesses some form of social class which is important to the
marketers because the buying behaviour of people in a given social class is similar. In this way
marketing activities could be tailored according to different social classes. In India social classes
are based on two different criteria and there are two types of social class. First is based on level
of income and the other on caste, religion and region.
2. Social Factors
Social factors also impact the buying behaviour of consumers. The important social factors are:
reference groups, family, role and status.
• Reference Groups: Reference groups have potential in forming a person attitude or behaviour.
The impact of reference groups varies across products and brands.
• Family: Buyer behaviour is strongly influenced by the member of a family. Therefore
marketers are trying to find the roles and influence of the husband, wife and children. If the
buying decision of a particular product is influenced by wife then the marketers will try to target
the women in their advertisement.
• Roles and Status: Each person possesses different roles and status in the society depending
upon the groups, clubs, family, organization etc. to which he belongs. For example a woman is
working in an organization as finance manager. Now she is playing two roles, one of finance
manager and other of mother. Therefore her buying decisions will be influenced by her role and
status.
3. Personal Factors
Personal factors can also affect the consumer behaviour. Some of the important personal factors
that influence the buying behaviour are: lifestyle, economic situation, occupation, age,
personality and self concept.
• Age: Age and life-cycle have potential impact on the consumer buying behaviour. It is obvious
that the consumers change the purchase of goods and services with the passage of time. Family
15
life-cycle consists of different stages such young singles, married couples, unmarried couples etc
which help marketers to develop appropriate products for each stage.
• Occupation: The occupation of a person has significant impact on his buying behaviour. For
example a marketing manager of an organization will try to purchase business suits, whereas a
low level worker in the same organization will purchase rugged work clothes.
• Economic Situation: Consumer economic situation has great influence on his buying behaviour.
If the income and savings of a customer is high then he will purchase more expensive products.
On the other hand, a person with low income and savings will purchase inexpensive products.
• Lifestyle: Lifestyle of customers is another import factor affecting the consumer buying
behaviour. Lifestyle refers to the way a person lives in a society and is expressed by the things in
his/her surroundings. It is determined by customer interests, opinions, activities etc and shapes
his whole pattern of acting and interacting in the world.
• Personality: Personality changes from person to person, time to time and place to place.
Therefore it can greatly influence the buying behaviour of customers. Actually, Personality is not
what one wears; rather it is the totality of behaviour of a man in different circumstances. It has
different characteristics such as: dominance, aggressiveness, self-confidence etc which can be
useful to determine the consumer behaviour for particular product or service.
4. Psychological Factors
There are four important psychological factors affecting the consumer buying behaviour. These
are: perception, motivation, learning, beliefs and attitudes.
• Motivation: The level of motivation also affects the buying behaviour of customers. Every
person has different needs such as physiological needs, biological needs, social needs etc. The
nature of the needs is that, some of them are most pressing while others are least pressing.
Therefore a need becomes a motive when it is more pressing to direct the person to seek
satisfaction.
16
• Perception: Selecting, organizing and interpreting information in a way to produce a
meaningful experience of the world is called perception. It means the response given to a stimuli
at different point of time.
• Beliefs and Attitudes: Customer possesses specific belief and attitude towards various products.
Since such beliefs and attitudes make up brand image and affect consumer buying behaviour
therefore marketers are interested in them. Marketers can change the beliefs and attitudes of
customers by launching special campaigns in this regard.
5.Economic factors: Personal income, family income, income expectation, savings, liquid asset
of the consumer, consumers credit and other economic factors like inflation, business cycle etc.
are the various economic factors which largely influence the consumer behaviour Some other
factors including the above factors also influenced the preference of consumer, which may be
legal factors, technological factors, ethical factors, Political factors etc
The Model of Consumer Behaviour
This model shows how the marketing and other stimuli enter the consumer “black box” and
produce certain responses.
Stimulus -- Response model for buyer behaviour:-
17
Marketing Stimulus
Product
Price
Promotion
Place
Other Stimulus
Economic
Political
Social
Technological
Buyer Response
Product Choice
Brand Choice
Retail Choice
Dealer Choice
Purchases Timing
Purchases Amount
Purchases frequency
Buyer
Characteristics
Buyer
Decision Making
Process
Why Study Consumer Behaviour ?
Consumer is the most important person to the marketer because the marketer takes in to
consideration on the liking and disliking of the consumer and he produces the goods and services
accordingly.
Consumer behaviour is important for the three persons.
1: For consumer:
As a consumer most of the time we spend time in the market and a lot on decision making that
what to buy and how to buy and meeting and conferencing with different types of peoples and
friends with different types of good and services. After all these things we come to the
conclusion and then take some steps for the purchasing of different goods and services. If we
don't have know how of the market we can suffer huge losses.
For example: A consumer buys a set of mobile company without consulting with his friends or
other people. It may be of no use for him.
2: For producer:
Consumer behaviour is also important for producer because he design and manufacture different
types of product and services keeping in view the wants and needs of consumer.
3:For scientists:
The knowledge of consumer behaviour is also important for scientists, whether he is working for
profitable organization or non profitable organization.
______________________________________________________________________
References:
Books: Modern Marketing, Principles and practices Fourth Revised Edition. S. Chand &
Company Ltd, by R.S.N. Pillai and Bagavathi; Consumer Behaviour in Indian context, Second
revised Edition 2008, S. Chand &Company Ltd., by Dr. P.C. Jain and Monika Bhatt
Websites: www.business.mapsofindia.com, www.market research.org, www.foodbizdaily.com,
www.consumerbuyingbehaviour.com, www.learnmarketing.net, en.wikipedia.org
18
CHAPTERS 3
Consumer buying behaviour of biscuits in south Amolapatty Area,Dibrugarh
This study is confined to South Amolapatty area of Dibrugarh. This area has been taken due to
the fact that different classes of consumers in respect of economic status, lifestyle, literacy level,
religion, language etc are found in this area. This enables the study to be wide and not dependent
on a set class of people.
The main religions found in South Amolapatty area are Hindus and Muslim. As we know
every religion has its own values, beliefs, faith which greatly affects consumer behaviour. This
can be seen with the people of this area. For example, both the religious community has different
traditional styles of dress. Similarly there is difference in basic food habits. These differences can
be seen in the behaviour of both the religious communities in buying different types of goods.
Similarly, in this area different people are engage in different occupation and thus have
different income levels. The people of this area does not have the same purchasing power. As a
result they show different behaviour in purchasing different type of products at different point of
time. For example the buying behaviour of a salary earner is not the same as the behaviour of a
daily wage earning labour.
All these diversity similarly affects the buying behaviour of the people of South
Amolapatty area while buying biscuits. In this area, or even in the nearby areas there is no
shopping mall or wholesalers shop. There is 6 street side shops in this area and these shops are
the main place of purchase for different types of goods for the people of this area. Usually biscuit
is also purchased from these shops by the people. However the choice of brand, frequency of
purchase, level of satisfaction may be different from person to person depending on the
individuals’ purchasing power, religion, occupation, life style etc. The major brands found in this
area are Britannia, bisk farm, parle, sunfeast etc.
This study aims at determining and analyzing the behaviour of consumer and find out the
various factors that determines the choice of consumers regarding biscuits. A simple survey is
carried out among 50 consumers who are targeted as respondents. In this chapter data collected by
19
questionnaire are presented and analyzed through text, tables and figures in order to get a clear view of
the buying behavior of consumer of the study area towards biscuits.
Table-3.1
Income level
Monthly income No. of respondents Percentage (%)Less than 5000 3 65001 - 10,000 8 16
10,001 – 15,000 18 36More than 15,000 21 42
Total 50 100Source: Field work
Figure-3.1
6%
16%
36%
42%
Income level
Less than 50005001 - 10,00010,001 – 15,000More than 15,000
Above table and figure exhibits the income of the sample size, as evident the majority of the sample has a
monthly income of above Rs.15000. It is found that out of 50 respondents 21 respondents belong to the
income group of more than Rs. 15000 per month. In terms percentage it is 42%. In this study it is also
found that there are some respondents who belong to the income group of less than Rs.5000 per month.
Whereas 16% and 36% respondents belongs to the income group of Rs. 5001 - 10,000 and Rs. 10,001 –
15,000 respectively. From this study it is observed that majority of the respondents have more purchasing
capacity due to their high income.
20
Table – 3.2
Place of purchase No. of respondents Percentage (%)
Street side shops 32 64
Super markets 18 36
Total 50 100
Place of purchase
Source: Field work
Figure – 3.2
64%
36%
no. of respondents
street side shopssuper markets
Above table shows that 32 respondents purchase biscuit from street side shops and 18 respondents
purchase from super markets. In terms of percentage it is 64 and 36 respectively. The study reveals that
though there are some respondents who purchase biscuit from wholesalers shop, the majority of the
respondents buy the biscuit from street side shops.
21
Table - 3.3
Source of information
Source No. of respondents Percentage (%)
Advertisement 21 42
Friends 11 22
Family members 6 12
Others 12 24
Total 50 100
Source: Field work
Figure -3.3
42%
22%
12%
24%
Source of information
AdvertisementFriendsFamily membersOthers
Above table and figure shows that 21 respondents i.e. 42% of the respondents come to know about the
biscuit from advertisement. Then 12 respondents i.e. 24% come to know from the other sources. 11 and 6
respondents i.e. 22% and 12% respondents come to know from their friends and family members
respectively. The study clearly reveals that advertisement is the source of information from which
majority of the respondents come to know about the biscuit.
22
Table – 3.4
Preferred Brand
Companyno. of respondents Percentage (%)
Britannia 20 40
Parle 11 22
Sunfeast 6 12
Bisk Farm 7 14
Others 6 12
Total 50 100
Source: Field work
Figure – 3.4
40%
22%
12%
14%
12%
Prefered brands
BritanniaparleSunfeastBisk FarmOthers
The data presented in table 3.4 shows the brands preferred by the respondents. Out of 50, 20
respondents i.e. 40% of the respondents are buying Britannia biscuits and 11 respondents (22%) are
buying Parle company’s biscuit. Sunfeast and Bisk Farm biscuits are purchased by 6 and 7 respondents
i.e. 12% and 14% respondents respectively. Whereas 6 respondents prefer other brands. In terms of
percentage it is 12%. From this study it is observed that majority respondents are consumer of Britannia
biscuits. So Britannia is the most preferred brand in the area.
23
Table – 3.5
Type of biscuits the respondents prefer(loose biscuits or packet biscuits):-
Attributes no. of respondents Percentage (%)
Loose biscuits 3 6
Packet biscuits 35 70
Both 12 24
Total 50 100
Source: Field work
Figure – 3.5
6%
70%
24%
Type of biscuits the respondents prefer
Loose biscuitsPacket biscuitsBoth
The data presented in table 3.5 shows whether the respondents prefer loose biscuit or packet
biscuit. Above graph shows that 12 respondents i.e. 24% of the respondents buy both loose and
packet biscuits. Whereas 35 respondents i.e. 70% of the respondents prefer only packet biscuits.
There are also 3 respondents i.e. 6% of the respondents who prefer only loose biscuits. Thus the
study clearly indicates that majority of the respondents prefer packet biscuits.
24
Table – 3.6
Decision maker for purchasing biscuit in a family:
Source No. of respondents Percentage (%)Mother 21 42Father 10 20
Children 12 24Others 7 14Total 50 1oo
Source: Field work
Figure – 3.6
42%
20%
24%
14%
Decision maker for purchasing biscuit in a family
MotherFatherChildrenOthers
The above table and figure shows that according to 21 respondents i.e. 42 % of the respondents
mothers are the decision makers for purchasing biscuits and 12 respondents i.e.24 % respondents
says that children are the decision makers for purchasing biscuit. There are also some
respondents according to whom Fathers (20%) and other members (14%) are the decision
makers regarding consumption of biscuit in their families. Thus it can be reveal from the study
that in majority of the respondents’ family mothers are the decision maker for purchasing biscuit.
25
Table – 3.7
Habit of consuming biscuit:
Frequency Habit of eating biscuit Percentage (%)
Rarely 7 14
Regularly 28 56
Often 15 30
Total 50 100
Source: Field work
Figure – 3.7
14%
56%
30%
Habit of eating biscuit
RarelyRegularlyOften
As par the table and figure, 7 out 50 respondents i.e. 14% of the respondents eat biscuits
rarely.28 of the respondents i.e. 56% consume biscuit regularly, whereas 15 of the respondents
i.e. 30% of the respondents use to consume biscuit often. It is observed from the study that
majority of the respondents have the habit of consuming biscuit regularly. Thus it is a good
market for biscuit.
26
Table – 3.8
Factor/factors influencing buying decision of biscuits
Factors Total no of respondents No. of respondents for whom factor is influential
Taste 50 42Packaging 50 15
Price 50 31Availability 50 8
Company’s goodwill 50 35Other factors 50 2
Source: Field work
Figure – 3.8
Other factors
Company'sgoodwill
Availability
Price
Packaging
Taste
0 5 10 15 20 25 30 35 40 45
2
35
8
31
15
42
No. of respondents for whom the factor is in-fluencial
No. of respondents for whom the factor is influencial
The data in the above table shows the factors which influence the buying decision of respondents
while purchasing biscuits. Above graph shows that 42 respondents gives importance to taste, 8
respondents give importance to company’s goodwill. 31 and 15 respondents are influenced by
price and packaging respectively. 8 respondents are influenced by availability, whereas 2
respondents are influenced by other factors of the biscuit while buying biscuit. Thus the study
shows that the respondents are mostly influential by taste, company’s goodwill and price while
purchasing biscuit.
27
Table-3.9
Pack size/weight of the biscuit purchase by respondents:
Size(grams) No. of respondents Percentage (%)
50-100 8 16
101-150 23 46
151-200 13 26
above 200 6 12
Total 50 100
Source: Field work
Figure-3.9
16%
46%
26%
12%
Pack size/weight of the biscuit purchased by respondents
50-100101-150151-200above 200
From the above figure it is clearly indicate that 26 % respondents buy 151-200 grams weighted
biscuit packs. 12% and 46% respondents purchase above 200, and 100-150 grams biscuit packs
respectively. There are also some respondents who purchase biscuits of weight 50-100 grams.
Thus the study shows that majority respondents go for 101-150 grams weighted biscuit packs.
28
Table 3.10
Preference of biscuit in terms of quality
Attributes no. of respondents Percentage (%)Branded 40 80
Non-branded 3 6Both 7 14Total 50 100
Source: Field work
Figure – 3.10
80%
6%
14%
Preference of biscuit in terms of quality
BrandedNon-brandedBoth
The above table shows the preference of biscuit in terms of quality by the respondents. The table
clearly indicates that 40 respondents i.e. 80% of the respondents prefer branded biscuits.
Whereas 7 respondents (14%) prefer both branded and non-branded biscuits. It is also found that
there are 3 respondents who buy only non-branded biscuits. In terms of percentage it is 6. Thus it
observed from the study that majority of the respondents prefer branded biscuit i.e. majority of
them are quality conscious.
29
Table – 3.11
Time of purchasing
Frequency No. of respondents Percentage(%)
Weekly 26 52
Fortnightly 19 38
Monthly 5 10
Total 50 100
Source: Field work
Figure 3.11
52%38%
10%
Time of purchasing
WeeklyFortnightlyMonthly
As par the data presented in table 3.11, Out of 100 respondents, 26 respondents i.e. 52% of the
respondents use to purchase biscuit weekly and. 19 and 5 respondents purchase biscuit
fortnightly and monthly respectively. In terms of percentage it is 38 and 10 respectively. The
graph shows that majority of the respondents purchase biscuit weekly.
30
Table – 3.12
Price paid for 100 grams biscuits:
Price no. of respondents Percentage (%)Below Rs.5 7 14
Rs.5-10 24 48Rs10-15 14 28Rs.15-20 5 10
Total 50 100Source: Field work
Figure – 3.12
14%
48%
28%
10%
Price paid for 100 grams biscuits
Below Rs.5Rs.5-10Rs10-15Rs.15-20
Above table and graph exhibits the price paid by respondents for 100 grams of biscuit they
purchase. It is found that 24 respondents belong to the group who purchase 100 grams of biscuit
at Rs.5-10. In terms of percentage it is 48%. In this study it is also found that there are some
respondents who purchase the same amount of biscuit at price below Rs.5 Whereas 14
respondents i.e. 28 % of the respondents pay Rs.10-15 for 100 grams of biscuit and 5
respondents i.e. 10 % of the respondents pay Rs. 15-20 for the same amount of biscuit. From this
study it is observed that different amount is paid by different respondents for 100 grams of
biscuit. This is because the difference in preferred brands by the respondents. But majority of the
respondents pay Rs.5-10 for 100 grams of biscuit.
31
Table -3.13
Consumption of biscuit (in years)
Time periods no. of respondents Percentage (%)
Less than 1year 9 18
1-2 years 16 32
More than 2 years 25 50
Total 50 100
Source: Field work
Figure – 3.13
18%
32%
50%
Consumption of biscuit (in years)
Less than 1year1-2 yearsMore than 2 years
The data presented in table 3.13 shows how long have been the respondents purchasing the
biscuit. The data presented in table shows 25 respondents i.e.50 % of the respondents have been
purchasing the biscuit for more than 2 years and 16 respondents i.e. 32% of the respondents are
purchasing the biscuit from 1-2 years. There are 9 respondents who are buying the biscuit from
less than one year. In terms of percentage it is 18. The study clearly reveals that majority of the
respondents are consuming the same biscuit from more than two years i.e. they are stick to the
same brand.
32
Table – 3.14
Availability of brands
BrandsTotal no. of respondents
No. of respondents saying it is available
No. of respondents saying it is not available
Britannia 20 20 0Parle 11 11 0
Sunfeast 6 4 2Bisk Farm 7 4 3
Others 6 2 4Total 50 41 9
Source: Field work
Figure – 3.14
Britannia Parle Sunfeast Bisk Farm Others0
5
10
15
20
25
No. of respondents saying it is availableNo. of respondents saying it is not available
The data presented in table no. 3.14 shows the availability of brands. Out of 20 respondents
preferring Britannia , all the respondents says it is available in the market. Similarly all the 11
respondents consuming parle biscuits, also says that the biscuit is available in the market. But
both in case of Sunfeast and Bisk Farm, 4 respondents says it is available whereas 2 and 3
respondents says it is not available in the market. In case of other brands according to 2
respondents the biscuit is available and according to 4 respondents it is not available. From this
study it can be observed that Brittannia and Parle biscuit are mostly available biscuit in the
market.
33
Table – 3.15
Satisfaction regarding Brands
BrandsNo. of respondents
satisfiedNo. of respondents
dissatisfiedTotal no. of respondents
Britannia 20 0 20
Parle 11 0 11
Sunfeast 4 2 6
Bisk Farm 6 1 7
Others 4 2 6
Total 45 5 50
Source: Field work
Figure – 3.15
Britannia Parle Sunfeast Bisk Farm Others0
5
10
15
20
25
20
11
4
6
4
0 0
21
2
No. of respondents satisfiedNo. of respondents dissatisfied
The above table shows that out of 20 respondents preferring Britannia biscuits, all are satisfied.
Similarly all the respondents consuming Parle biscuits are also satisfied, But in case of Sunfeast
out of 6, 4 respondents are satisfied and 2 respondents are not satisfied, in case of Bisk Farm out
of 7, 6 respondents are satisfied and 1 respondents is not satisfied. Whereas in case of other
biscuits out of 6 respondents 4 are satisfied and 2 are dissatisfied. Thus the study reveals that
Britannia and Parle have able to satisfy the respondents very well.
34
Table – 3.16
Most influetial Advertising media for biscuit
Advertising Media No .of respondents Percentage (%)
Television 23 46%
News paper 8 16%
Magazine 5 10%
Banners & Posters 11 22%
Others 3 6%
Total 50 100%
Source: Field work
Figure – 3.16
46%
16%
10%
22%
6%
Most influential Advertising media
TelevisionNews paperMagazine Banners & PostersOthers
From the data presented in table no. 13 and figure no. 13, it can be considered that Television is
preferred by 46% of respondents i.e. 23 respondents while purchasing but other 10%, 16%, 22%
and 6% of the respondents i.e. 5, 8, 11, 3 respondents prefer, magazine, newspaper, banners and
posters and other media respectively. It is therefore clear from the above table that Television is
more preferable advertising media as selected by the respondents other than different media of
advertising.
References: Field work, unpublished research works.
35
CHAPTER 4
SUMMURY AND CONCLUSIONS
4.1 - Summary of the study:
The main purpose of this study “CONSUMER BUYING BEHAVIOUR OF BISCUIT IN
DIBRUGARH TOWN WITH SPECIAL REFERENCE TO SOUTH AMOLAPATTY AREA,
DIBRUGAH” is to examine the customers’ perception towards biscuits in Dibrugarh.
Questionnaires were distributed to 50 households in the South Amolapatty area of Dibrugarh in a
random basis. The project consists of four Chapters.
CHAPTER 1: The first chapter contains introduction of consumer behaviour and biscuit,
objectives of the study, scope of the study, methodology, limitation and significance of the study.
CHAPTER 2: The second chapter includes a profile of Biscuit industry and consumer behaviour
in India.
CHAPTER 3: The third chapter contains the analysis and interpretation of the data collected
from respondents.
CHAPTER 4: The fourth chapter contains the summary of the study, major finding, problems,
suggestions and conclusion of the study.
The main objective of the study is to study the behaviour of consumer in buying biscuits
available in the study area. It also aims to find out the various factors that determine the choice
of consumers regarding biscuits.
The study is based on primary and secondary source. The primary source of information
is collected from questionnaire, prepared and presented before 50 respondents. Secondary data
are collected from various websites; books etc. and the shops of the study area are also visited for
the purpose. The information thus collected have been tabulated and analyzed. The major point
that emerges out of this detailed study is that the market of the study area is dominated by
Britannia in comparison to other brands of biscuits available in the market. It is also found that
majority respondents give importance to taste then after they consider company’s goodwill and
price to choose and purchase between different brands available in the market. It has also been
36
found that that majority of people purchase biscuit from street side shops than from super
markets in the study area. Therefore the marketers should make their goods available in street
side shops. One more thing revealed by the study is that maximum no. of respondents came to
know about the biscuit they purchase from advertisements. Therefore advertisement can be
regarded as the best media for publicity of the product.
4.2 - Major Findings of the study:
1. In current market scenario, respondents give importance to taste then after they consider
company’s goodwill and price.
2. Biscuits of price Rs. 5-10 (for 100 grams) are well moving in market.
3. The study shows that maximum no. of respondents are consumers of Britannia biscuits.
So Britannia is the most popular biscuit company in study region.
4. Majority respondents go for packet biscuits.
5. The study show that maximum no. of respondents are came to know about the biscuit
they purchase from ―advertisements and 25 respondents came to know from ―others.
6. The study shows that more respondents purchase biscuit from street side shops than from
super markets.
7. The study shows that in most cases mothers are the decision takers regarding biscuit.
8. The study shows that Britannia and parle are the most available biscuit in the market.
9. Maximum respondents prefer to buy biscuits weekly, may be because of majority of the
respondents have higher income and thus have more purchasing capacity.
10. 101-150 grams weighted biscuit packs are well moving in market.
11. Consumers are quality conscious in case of biscuits. Very few prefer non-branded
biscuits.
12. Maximum no. of respondents are purchasing the same biscuit from more than two years.
13. Television is more influential advertising media as selected by the respondents than other
media of advertising.
37
4.3 - Problems and limitation of different companies regarding satisfaction of
customers’ needs and demands:
Though 100% of the respondents preferring Britannia and Parle biscuits are satisfied, in
case of Sunfeast, Bisk Farm and other brands it is not so. Among the respondents consuming
Sunfeast, Bisk Farm and other brands there are few respondents who are not satisfied with the
biscuit.
Moreover from this study it is observed that the availability of Britannia and Parle
biscuits in the market is very good. But in case of Sunfeast, Bisk Farm and other brands there are
few respondents according to whom the biscuit is not available in the market.
Other problems:
1. Not many respondents are buying biscuits from super markets or shopping mall.
2. Above 200 grams weighted biscuit packs are not being purchased by respondents.
3. There are still some people who are purchasing non branded biscuits.
4. Packaging and availability are not influencing the buying decision of consumers. Taste,
company’s goodwill, price are the factors influencing their decision.
5. Newspaper, magazine and other Medias of advertisement are not so influential as
compared to television.
4.4 - Suggestions:
1. Sunfeast, Bisk Farm and the other brands should try more to satisfy the consumers.
2. Except Britannia and Parle, the other companies should concentrate on better
availability of the product.
3. Companies should make their goods available in street side shops as most of the
consumers buy biscuit from these shops.
4. Size of the biscuit pack should be between 150-200 grams because this is the size
people prefer most.
5. Companies should give importance on advertisement.
38
6. Instead of packaging Biscuit companies should give more importance on taste and
improving the brand name among the public, because they are the most influential
factors in taking buying decision of biscuit.
7. Companies should do advertisement on television as it is observed from the study that
television is the most influential advertising media for biscuit.
4.5 - Conclusion:
The major point that emerges out of this detailed study is that the study area i.e. South
Amolapatty area of Dibrugarh is dominated by Britannia. Though there are also consumers of
Parle, Bisk Farm, sunfeast and some other brands.
With a population more than 1000 the study area can be a potential market for biscuit. As
the study shows the majority of the people has high income and thus have high purchasing
capacity. More over it can be observed from the study that majority of the respondents consume
biscuits regularly. This makes the area a very good market of biscuits. One more important thing
that the study reveals is advertisement is the source of information from which majority of the
respondents came to know about the biscuit. Therefore advertisement can be regarded as the best
media for publicity of the product and thus increasing sales.
Biscuit is a popular food product in our country. Biscuit has become the common man’s
food. Thus there is lot of opportunities for the producers to exploit the Indian biscuit industry.
The Federation of Biscuit Manufacturers of India (FBMI) has confirmed a bright future of Indian
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.
There is no doubt that the biscuit industry may be growing with a double digit figure still
the companies have a long way to travel. And the key to sell and excel in the market is possible
by knowing the needs and demands of the customers and this is possible by conducting this type
of study on buying behaviour of biscuits in various area and sell the products because ultimately
only that product survives which sells!
39
Customers are created and maintained through marketing strategies. And the quality of
marketing strategies depends on knowing, serving, and influencing consumers. This suggests that
the knowledge & information about consumers is essential for developing successful marketing
strategies and thus it is necessary for the marketers to study the consumer behaviour and develop
the marketing strategies accordingly.
Probably every company’s aim is to popularize in market with new brands and attract the
customers with offering varieties. The customers every time ask for satisfaction. If
manufacturing company satisfies the consumer needs then behaviour is no matter.
__________________________________________________________________________
References:
Field work
WEBSITES: www.business.mapsofindia.com, www.market research.org.
40
BIBLIOGRAPHY
Books:
Modern Marketing, Principles and practices Fourth Revised Edition. S. Chand & Company Ltd, by R.S.N. Pillai and Bagavathi
Consumer Behaviour in Indian context, Second revised Edition 2008, S. Chand & Company Ltd., by Dr. P.C. Jain and Monika Bhatt
Websites:
www.business.mapsofindia.com www.market research.org www.foodbizdaily.com www.consumerbuyingbehaviour.com www.learnmarketing.net en.wikipedia.org
Research Work (unpublished):
41
APPENDIX
Questionnaire:
NOTES: Please reply to each question by filling the appropriate alternative(s). Note that more than one alternative may be applicable.Name:
Monthly income:
a) Below Rs.5000 b) Rs.5000-10000
c) Rs.10000-15000 d) Above Rs.15000
1) Do you have the habit of eating biscuits?
a) Rarely b) Regularly c) Often
2) What company biscuits do you buy / prefer at present?
a) Branded b) Non-branded
Mention the name: ________________________
3) What type of biscuits do you prefer?
a) Loose biscuits b) Packet biscuits
4) Which of the following factor / factors influence in taking buying decision?
a) Taste b) Size c) Packaging
d) Price e) Availability f) Company’s goodwill
g) Other factors
5) How long have you been purchasing the biscuit?
a) Less than one year b) 1 to 2 years
c) More than 2 years
6) How did you came to know about the biscuit?
a) Advertisement b) Friends
c) Family members d) Neighbours
7) What is the purchasing frequency?
a) Weekly b) Fortnightly c) Monthly
42
8) Who is the decision maker for purchasing biscuit in your family?
a) Mother b) Father c) Children d)others
9) Place of purchase:
a) Retail outlet b) Wholesaler’s shop
10) At what price do you buy the biscuit(100 grams)?
a) Rs.5-10 b) Rs.10-15
c) Rs.15-20 c) Above Rs.20
11) What pack size do you prefer to buy?
a) 50-100 grams b)100-150 grams
c) 150-200 grams d) above 200 grams
12) Whether the biscuit is available sufficiently in the market?
a) Yes b) No
13) Which of the following advertising media influence you most in purchasing biscuit?
a) Television b) News paper c) Magazine d) Banners & Posters
e) Others
14) Are u satisfied or dissatisfied with the biscuit?
a) Dissatisfied b) Satisfied
Thanks for your participation
43
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