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1
A STUDY ON CONSUMER BUYING BEHAVIOR ON BRITANNIA MARIE GOLDBISCUITS
By
G.PRAKASH (41502631064)
OfSRM ENGINEERING COLLEGE
A PROJECT REPORTSubmitted to the
FACULTY OF MECHANICAL ENGINEERING
In partial fulfillment of the requirementsFor the award of the degree
Of
MASTER OF BUSINESS ADMINISTRATION
ANNA UNIVERSITYCHENNAI- 600 025
JUNE, 2004
2
BONAFIDE CERTIFICATE
Certified that this project report titled “A STUDY ON CONSUMER BUYING
BEHAVIOR ON BRITANNIA MARIE GOLD BISCUITS ” Mr. G.PRAKASH
[41502631064] 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 or dissertation on the basis of which a degree or award was conferred on an earlier
occasion on this or any other candidates.
PROJECT GUIDE HEAD OF THE DEPARTMENT
Mr. T.RAMACHANDRAN.. MCom, M.Phil M.B.A Dr.JAYASHREE SURESH M.B.A,.Phd
----------------------------------------------------------------------------------------
3
ABSTRACT
Every organization envisioned at maximizing the productivity and the profit neverfails to show immense interest on knowing their customer requirements. Fulfilling theneeds and satisfying the customers becomes very much essential, since a satisfiedcustomer becomes an unpaid advertisement for the company. It is equally important tosatisfy the dealers and retailers if the company is in the business of Fast MovingConsumer Goods.
This project is a study on consumer buying behavior on Britannia Marie goldbiscuits. Through this study work, major brand leaders in the market, the reason forwhich a particular brand is preferred and the satisfaction level are identified.
A questionnaire was set containing appropriate questions and survey was made on200 respondents belonging to different categories. The statistical tools such as run test,weighted average, Percentage method and confidence interval was used.
From the survey it is identified that most of the customers are not changing thebrand due to high consumer preference and brand image .They are satisfied servicesprovided by the company. So the company must improve the quality of their products andby making good relationship with the customers to increase its market share.
ACKNOWLEDGEMENT
I am very indebted to the Chairman, Thiru.T.R.Pachamuthu, thePrincipal Dr. Venkatramani, , the Head of the Department Dr. Jayashree SureshM.B.A, Ph.D, and the staffs of the Department of Management Studies, S.R.M. Instituteof management for giving me valuable suggestions in carrying out this project.
I wish to thank my lecturer Mr. T.Ramachandran M.com, M.PhilM.B.A, for guiding me to take up the project and for enthusiasm shown towards thisproject. His effort in establishing a methodical work routing has lead to the successfulcompletion of the project.
I am extremely thankful to Mr.Senthil Ramaswamy Deputy General ManagerSales(Chennai City) KALYANI AGENCIES[AUTHORISED WHOLESALERS FOR :BRITANNIA INDUSTRIES LTD ], for having given me opportunity to associate myselfwith the Organisation.
Last but not least, I would like to thank my friends and parents for justbeing there whenever I needed their support.
(PRAKASH.G)
4
LIST OF CONTENT
CHAPTER NO TITLE PAGE NO
CHAPTER-1
1.1 INTRODUCTION 1
1.2 PROFILE OF BISCUIT INDUSTRY 3
1.3 COMPANY PROFILE 5
1.4 PRODUCT PROFILE 7
1.5 OBJECTIVES 8
1.6 SCOPE OF THE STUDY 9
1.7 REVIEW OF LITERATURE 10
1.8 LIMITATIONS 18
CHAPTER – 2
2.1 RESEARCH METHODOLOGY 19
2.2 RESEARCH DESIGN 19
2.3 DATA COLLECTION METHODS 20
2.4 SAMPLING SCHEME 23
2.5 QUESTIONNAIRE DESIGN 24
2.6 STATISTICAL TOOLS USED FOR ANALYSIS 25
2.7
2.8
ANALYSIS AND INTERPRETATION
STATISTICAL TEST
26
47
5
CHAPTER-3
3.1 FINDINGS52
3.2 SUGGESTION53
3.3 CONCLUSION55
3.4 APPENDIX56
3.5 BIBLIOGRAPHY58
6
TableNo.
Titles PageNo.
2.7.1 Classification on the basis of gender 26
2.7.2 Classification on the basis of age 27
2.7.3 Classification of occupation 28
2.7.4 Awareness about Britannia Marie gold biscuits 29
2.7.5 Mode of awareness about Britannia Marie gold biscuits 30
2.7.6 Whether they buy Britannia Marie gold biscuits 31
2.7.7 Reason for buying Britannia Marie gold biscuits 32
2.7.8 No of packs do they buy in one month 33
2.7.9 Opinion about the price of the biscuits 34
2.7.10 Whether they are interested to buy with current price 35
2.7.11 Ratings of the opinion that attracts the customers to buy the biscuit 36
2.7.12 Ratings of the factors which influence them the choice of biscuits 37
2.7.13 The frequency of purchase of biscuits 38
2.7.14 Ratings of the various features of Britannia Marie gold biscuits with
respect to taste
39
2.7.15 Ratings of the various features of Britannia Marie gold biscuits with
respect to price
40
2.7.16 Ratings of the various features of Britannia Marie gold biscuits with
respect to quality
41
2.7.17 Ratings of the various features of Britannia Marie gold biscuits with
respect to package
42
2.7.18 Ratings of the various features of Britannia Marie gold biscuits with
respect to brand image
43
2.7.19 Ratings of the various features of Britannia Marie gold biscuits with
respect to others
44
2.7.20 Pack size preferred in buying Britannia Marie gold biscuits 45
2.7.21 Whether Britannia Marie gold biscuits are easily available 46
7
ChartNo.
Titles PageNo.
2.7.1 Classification on the basis of gender 26
2.7.2 Classification on the basis of age 27
2.7.3 Classification of occupation 28
2.7.4 Awareness about Britannia Marie gold biscuits 29
2.7.5 Mode of awareness about Britannia Marie gold biscuits 30
2.7.6 Whether they buy Britannia Marie gold biscuits 31
2.7.7 Reason for buying Britannia Marie gold biscuits 32
2.7.8 No of packs do they buy in one month 33
2.7.9 Opinion about the price of the biscuits 34
2.7.10 Whether they are interested to buy with current price 35
2.7.11 Ratings of the opinion that attracts the customers to buy the biscuit 36
2.7.12 Ratings of the factors which influence them the choice of biscuits 37
2.7.13 The frequency of purchase of biscuits 38
2.7.14 Ratings of the various features of Britannia Marie gold biscuits with
respect to taste
39
2.7.15 Ratings of the various features of Britannia Marie gold biscuits with
respect to price
40
2.7.16 Ratings of the various features of Britannia Marie gold biscuits with
respect to quality
41
2.7.17 Ratings of the various features of Britannia Marie gold biscuits with
respect to package
42
2.7.18 Ratings of the various features of Britannia Marie gold biscuits with
respect to brand image
43
2.7.19 Ratings of the various features of Britannia Marie gold biscuits with
respect to others
44
2.7.20 Pack size preferred in buying Britannia Marie gold biscuits 45
2.7.21 Whether Britannia Marie gold biscuits are easily available 46
8
CHAPTER – 11.1 INTRODUCTION
All business concerns conduct market research to improve their business in all
aspects. Having the same in view Britannia Industries Limited was into market study on
wafer biscuits in Chennai city.
Britannia Industries Limited wanted to identify the sales of wafer biscuits at
Chennai city with regard to customers, so they decided to conduct market study and
improve the demand for wafer biscuits. To fulfill the purpose of this market study the
survey are conducted towards the customers over there. This attempt of market study
will surely help BIL to improve their sales at Chennai city buy taking appropriate,
decisions and to develop strategies.
The producer’s attempts to find out people who will pay for his product and buy
them for his own satisfaction from the products while manufactures make decision of the
scope for the products, they satisfy consumer wants and needs. Advertisers try to
understand basic forces that cost human behavior with in the market. They get such
knowledge from psychology and sociology for their desires. This is called consumer
behavior, which is used to construct models by which marketing people plan strategies,
later on, these are used in advertising campaign.
Consumer behavioral deals with the characteristics of human behavior.
Marketing belongs to human behavior as it deals with buying decision; Advertising is a
socio – psychological art. The advertisement writer like a teacher has to study psychology
behind human behavior in respect of satisfaction of his wants. Harlow Gale thought
advertising a new field for psychological work and of great and increasing importance.
Consumer psychological are interested in the behavior of masses of consumer rather than
the behavior patterns of single individuals.
There are four principles areas of interest,
1. Decision making in the market place.
2. Changes in attitudes & behavior of consumers.
3. Influence of time & uncertainty.
4. Studies of group belonging.
9
Many models have been developed on consumer behavior. Thus here is stimulus
response model coming from the behaviorist, “Exposure advertising virtually guarantors
whether consumer will respond in a manner desired by the advertisers, even if this is
against the consumer’s best interests”. Thus the consumer can be manipulated by the will
of the seller by this is not the case now if it was even true before 20 years.
1.2 PROFILE OF BISCUIT INDUSTRY
In India the biscuit industry started in the middle of the 19th century. In 1887, the
first bakery was set up in India. There were four factories during Second World War.
The Second World War helped the industry to prosper with an increase for its products
both for military and civilian consumption.
After the Second World War the biscuit production in India increased rapidly.
Now there are more than 31 units in the organized sectors but also there are maybe small-
scale sectors involved in biscuit productions.
Biscuit making is made adaptable to small-scale units because of the simple
manufacturing process, easy availability of raw materials and the low cost involved in its
production. The ingredients that go in its production are wheat flour, sugar, leavening
agents, permitted emulsifier, flavor and dough conditioners.
A survey conducted by the Institute of Industry and Market Research in New
Delhi, indicated that during 1973-1974 there were about 180 units, manufacturing
biscuits in the factory sector and about 3000 units in the family sector. By now it should
be twice the figure.
The well-known companies which produce biscuits are:
§ AUROFOODS (TRUE)
§ BAKEMAN’S
§ BRITANNIA INDUSTRIES LIMITED
§ KELLOG’S
§ KWALITY
§ NUTRINE (SARA LEE)
§ PARLE
§ SMITHKLINE BEECHAM
10
EXPORT PERFORMANCE
India exports biscuits to the Middle East, African and other neighboring countries.
There is stiff competition from European countries. U.K. has been the major competitor
as far as India in concerned.
IMPORT PERFORMANCE
Import of biscuits by general trade has been discontinued since years. However
some quantity of biscuits are imported only by military and for other special purpose.
The major countries from which these are imported are West Germany, Netherlands and
U.S.A.
1.3 COMPANY PROFILE
Britannia Industries Limited has deep rooted its name firmly in each and
everyone’s mind and heart, the company deals with producing wide range of biscuits,
cakes, dairy products and snacks. The corporate identity – “Eat Healthy, Think Better”
proves its quality.
A humble beginning was made to manufacture biscuits in a small house in central
Calcutta with an investment of Rs. 295. In the year 1918 Gupta Brothers took
Mr.C.H.Holmes, an English businessman in Calcutta, as a partner. The Britannia Biscuit
Company Limited (BBCo.) was registered on March 21, 1918 and brand name
‘Britannia’ was launched.
In the year 1979 they changed the company name as Britannia Industries Limited
(BIL). In 1968 BIL celebrated Golden Jubilee and in 1992 BIL celebrated its Platinum
Jubilee. During the World Cup of Cricket ’99, “The single biggest promotion ever in
Indian marketing history” was undertaken by BIL. BIL is given ISO 9002 for its quality
production.
11
BIL have reduced their exports. They export only biscuits to Russia and other
African countries. In 1998, company’s sales were Rs.1000 crores. Britannia now
produces over 1,00,000 tones of biscuits every year and over 60,000 tones of bread and
cake, with 4 production units, over 5800 employees and 21 franchise manufacturers, and
of course an excellent distribution network of more than 34 warehouse and more than
2,00,000 retail outlets. BIL produces 28 brands of bakery biscuits, breads, 8 varieties of
cakes, 5 brands of dairy products and 8 brands of snacking.
In 1977, the Government reserved the industry for small-scale sector, which
constrained Britannia's growth. Britannia adopted a strategy of engaging contract packers
(CP) in the small-scale sector. This led to several inefficiencies at the operating level. In
April ’97, the Government de reserved the biscuit sector from small scale. Britannia has
expanded captive manufacturing facilities and has modernized and upgraded its facilities
in the last five years. It has also forayed into the Dairy Business with the launch of
Cheese, Butter, Ghee, Dairy whitener and flavored milk products.
1.4 PRODUCT PROFILE
• Bourbon cream
• Brita
• Checkers
• Elaichi cream
• Orange cream
• Pineapple cream
• Fifty – Fifty
• Good day (Butter, Cashew, Pista Badam, Coconut Crunchees)
• Jacob’s thin
• Jim – Jam
• Little Hearts
• Mango cream
• Marigold
• Milk Bikies
12
• Milk Bikies Milk Cream
• Milk Bikies Fun land
• Nice Time
• Nutri Choice (Cream Cracker, Digestive, Thinlite)
• Tiger
• Tiger – Cashew Badam
• Isabgol
• Cheezlets
• Good day - Butter
• Good day - Cashew
• Good day - Pista Badam
• Good day - Coconut Crunchees
• Good day - Choco Nut
1.5 OBJECTIVES OF THE STUDY
PRIMARY OBJECTIVE
1. To find the consumer buyer behaviour of Britannia Marie Gold biscuits.
SECONDARY OBJECTIVE
The secondary objective of the study is given as follows:
To identify the awareness about Britannia Marie Gold biscuits available in the
market.
To find the reason for buying the biscuit & their opinion about the Britannia Marie
Gold Biscuits.
To identify the satisfaction level of the various factors of Marie Gold biscuits.
To know the pack size preferred by the consumers.
13
1.6 SCOPE OF THE STUDY
The study is conducted towards customers at Chennai City.
• To know their preferable taste in Marie biscuits
• To know the level of awareness about the various brands of Marie biscuits and
also about the choice and frequency of preference of Marie biscuits.
• To know the satisfaction level of perception regarding the quality of various
Marie biscuits.
• To know the problems in identifying the Marie biscuits in the shop.
1.7 REVIEW OF LITERATURE
The purpose of services of literature is to find out similar situational variables and
their appropriateness that is situated for present day situation. It also indicates various
attitude of dealer with regard to other similar products. In order to make more relevant
the review of literatures from both Indian and Foreign Studies been reviewed.
1.7.1 CREATING NEW MARKET SPACE
According to Macborgne Renel er-al, in his article entitled “Creating New Market
Space” most companies focus on marketing and beating their rivals. As a result their
strategies tend to take on similar dimensions.
The authors say innovative company breaks free from competitions by staking out
fundamentally new market space that is by creating products services for which there are
no competitions.
According to the managers, they must look not only across the conventional
boundaries but also the territory that represent real value on innovations.
14
1.7.2 CROSS PROMOTION: MARKETING FOR TODAY & TOMORROW
According to Kene Anders et-al; in his article states that cross promotion is when
two (or) more groups (business, government, non-profit) with shared market and value
join forces to reach their kind of customer more memorably, efficiently, frequently and
credibly.
According to authors it has following benefit, save money, stabilizes cash flow, and
builds credibility make news and build right spirit. Cross promotions is not limited to
size and typed of company. One examples is United Airlines began serving Starbucks
advertised their fact at their outlet and united airline spread the message through in flight
magazine.
According to them, in today’s global competitive area the ability to join hands with
like minded people to reach similar customers in cost effective manner could prove to be
difference between losing & winning.
1.7.3 STRATEGIC COMPETITION
According to Dr. Rajan Das in his article “INTO THE FUTURE” strategically (1997)
states that under standing competition and competitive behaviour in strategic terms is
extremely important.
Hamel and Prahlad observe that there are three levels of competition viz.
• Competition for intellectual leadership to get new ideas that may create new
advantages or new basis for competition.
• Competition for translating such new ideas into commercial products and services
faster than other.
15
• Competition for market share. According to these two authors the competition for
market share cannot to won unless formidable advantages are created at the first
two levels. Ability to see customer needs and competition beyond present served
market and also assess the capabilities at competition to come up with break
through products and services that may alter future competitive is a key requisite
for understanding strategic competition.
1.7.4 MARKETING MIX
According to Adriyan Payan, The marketing mix concept is a well-established
tool used as a structured by marketers. It consists of the various elements of a marketing
programme which need to be considered in order to successfully implement the
marketing strategy and positioning in the company’s marketers.
Traditionally, most marketers have considered four basic elements of a marketing
mix: product, price, promotion and place. But as for as concerned product, price,
promotion are taken into consideration, regarding project.
1.7.4.1 PRODUCT
According to Harsh V. Verma,, the term the ‘product’ generally conjures up the
vision a car, a pen, a racquet or anything that is tangible. It is very rarely that one thinks
of ‘product’ in a service firm, for service business is an inward-looking, activity-based
classification.
“A product is anything that can be offered to a market for attention, acquisition,
use or consumption that might satisfy a want or need. It includes physical objects,
person, places organization and ideas”. Product definition has an implicit reference to a
market and a need. The physical character of goods is useful in convincing the market
that the said product is capable of satisfying a need and is superior to competition.
A product generally, has four levels, viz, generic, expected, augmented and
potential.
16
1. The Generic Product: It refers to the rudimentary substantive thing. It is
the product at its basic level.
2. The Expected Product: It refers to the customer’s minimum set of
expectation from an expectations from a product.
3. The Augmented Product: It refers to offerings in addition to what the
customer expects.
4. The Potential Product: It refers to doing everything potentially feasible to
hold and attract the customer.
1.7.4.2 PRICE
Price is the most important thing for the product. Generally for any type of
price fixing the manufactures has to aware of his production cost and adds some
margin to that production cost they can fire the prices.
Price = Cost of the Production + Margin [Equation 1.1]
1.7.4.3 PRICING
Pricing plays a pivotal part in the marketing mix because pricing attacks revenues
to the business. Pricing decisions are important in determining the value for the customer
and play a role in the building of an image for the service. Price also gives apperception
of quality. Pricing decisions are generally taken by adding a percentage mark up on cost.
Service firms, at least within deregulated markets, need to use pricing more strategically
to help gain competitive advantage.
Pricing decisions will affect the channel members including suppliers, sales
people, distributors, competitors and customers.
17
Pricing has some objectives like,
• Survival
• Profit maximization
• Sales maximization
• Prestige
• Return on investment
1.7.4.4 PRICING METHODS
Pricing has some methods, they are as fallows.
i) Cost-plus pricing: Here, a specific percentage mark up is sought.
ii) Rate of return pricing: Here, the firm wants to achieve a given rate of return
on investment or assets. This is sometime called ‘ target return’ pricing.
iii) Competitive parity pricing: Here, the price is determined considering the
Competitive prices in the market.
iv) Loss leading pricing: Here, the price is set on a short – term basis, to establish
a position in the market or to provide an opportunity.
v) Value-based pricing: Here, the price is determined on the service’s perceived
Value to a given customer segment.
vi) Relationship pricing: Here, the price is determined on consideration of future
potential profit streams over the lifetime of customers.
18
1.7.4.5 PROMOTION
1.7.4.5.1 IMPORTANCE OF PROMOTION
The marketing mix activities of product planning, pricing and distribution are
performed mainly with in the organization or between the organization and its marketing
partners. However with promotional activities the firm communicates directly with
potential customers.
Promotion is the element in an organization marketing mix that served to inform
persuade and remained the market of the organization and its products. Basically
promotion is an attempt to influence whether a particular promotional activity is designed
to inform pursued or remained the ultimate objective is to Influence the recipient feelings
beliefs or behaviors. In our socio economic system this is not only acceptable. It is
essential one of the attributes of a free society is the right of use combination as a tool of
influence.
1.7.4.5.2 PROMOTIONAL METHODS
The promotional mix is the combination of personal selling advertising, sales,
promotion, publicity and public relations that helps an organization achieve its marketing
objectives. These five methods of promotion defined as follows.
• PERSONAL SELLING:
Personal selling is the presentation of a product to a prospective customer by a
representative of the selling organization. Across all business more money is spent on
personal selling than any other form of promotion.
• ADVERTISING:
19
Advertising is any paid form of impersonal mass communication in which the
sponsor is clearly identified. The common forms are broad cost and print media using.
• SALES PROMOTION:
Sales promotion is designed to supplement advertising and co-ordinate personal
selling includes sales promotion are screen activities as contents for sales people and
consumers trade shows in store displays, samples.
Sales promotion is one of the most commonly used in the marketing vocabulary.
We define sales promotional activities that are intended to stimulate customers demand
and improve the marketing performance of sellers. Sales promotion includes coupons,
premiums, displays and samples.
Sales promotion activities may be conducted by producers or middlemen. The
target for producer’s sales promoters may be middleman or end users-house holds.
Business or the producers own sales force middleman direct sales promotion at his sales
people or prospects further down the channel of distribution.
Sales promotion is different form advertising and personal selling. But all these
activities often are interacted. In fact a major function of sales promotion is to serve as
bridge advertising and personal selling to supplement and co-ordinate efforts on these
two areas.
Recently sales promotion has been fastest growing method of promotion with
rupees being shifted from advertising total annual expenditures for sales promotion are
estimated to parallel or even exceed those for advertising. Sales promotion is also being
integrated into the total marketing strategy. In many firms, it’s being introduced at the
conception or a promotion campaign.
20
Several factors in the marketing environment contribute to the surveying
popularity of sales promotion.
Short run orientation:
Sales promotions such as campaign and trade allowance produce quicker more
asurable sales results. How ever, this strategy agree that these intermediate benefits come
at he expense of building a strong brand in case in consumers minds and condition.
Buyers to expect incentives. Thus, they feel an over emphasis on sales promotions will
under mine a product future.
• PUBLICITY:
Publicity is similar to advertising in that it is a mass communication type of
demand stimulations. Publicity usually consists of favorable means presentation
publicity for a product organization presented in any media. The unique features of
publicity are that it is not paid for and it has the credibility of editorial material.
Organizations frequently provide the material for publicity in the form of news, press
conferences and photographs.
• PUBLIC RELATIONS:
Public relations are planned effort by an organization to influence the attitudes
and opinions of a specific group.
The target may be customer, stockholders, a government agency are special
interest group. Promotion is a critical ingredient of many marketing strategies. Product
differentiation market segmentation, trading up and trading down and branding all
enquires effective promotion.
21
1.8 LIMITATIONS OF THE STUDY
The study has the following constraints
♦ The sample sizes are restricted to 200 customers, due to time and financial
constraints.
♦ Convenience sampling has its own limitations, being biased and
unsatisfactory.
♦ 200 customers sample cannot be generalized to entire universe.
♦ The study is conducted considering the prevailing condition which are
subjected to change in future.
♦ Also less cooperation from the respondents.
CHAPTER – 2
2.1 RESEARCH METHODOLOGY
A research cannot be conducted abruptly. Researcher has to proceed
systematically in the already planned direction with the help of a number of steps in
sequence. To make the research systemized the researcher has to adopt certain methods.
The methods adopted by the researcher for completing the project are called Research
Methodology.
In other words, Research Methodology is simply the plan of action for a research
which explains in detail how data is to be collected, analyzed and interpreted.
Data’s becomes information only when a proper methodology is adopted. Thus
we can say Methodology is a tool which process the date to a reliable information. The
present chapter attempt to highlight the research methodology adopted in this project.
2.2 RESEARCH DESIGN
A research design is a arrangement of conditions for collection and analysis of
data in a manner that aims to combine relevance to the research purpose with economy in
22
procedure. Out of the research design said above the research design took for the study
was “Descriptive Research Design”.
2.3 DATA COLLECTION METHODS
In this study the primary data collection method have been used to collect data.
Now let us see about the primary data collection method
Primary Data Collection
Primary data are those which are collected a fresh and for the first time and thus
happen to be original in character.
Primary data collection is nothing but the data that is directly collected from the
people by the researcher himself. Primary data may pertain to demographic / socio
economic characteristics or the customers, altitudes and opinions of people, their
awareness and knowledge and other similar aspects.
In this study Primary Data collection method has helped the researcher to a great
extent in arriving at the results.
METHODS OF PRIMARY DATA COLLECTION
There are three methods of collecting Primary data
1. Survey
2. Observation
3. Experiments
Among these, the method adopted for the study was Survey Method
Survey Method
Survey method is the systematic gathering of data from the respondents survey is
the most commonly used method of primary data this is widely used because of its
Extreme Flexibility
Reliability
Easy Understandability
23
The main purpose of survey is facilitate understanding or enable prediction of
some aspects of the population being surveyed
SAMPLING INSTRUMENT
The instrument used to collect data for the study was the structured
questionnaire.
METHODS OF SAMPLING
In this study non probability sampling has been adopted. Under the non
probability sampling convenience sampling has been taken for the purpose of study.
CONVENIENCE SAMPLING
The sampling units are chosen primarily on the basis of convenience to the
researcher is known as Convenience Sampling.
SAMPLE SIZE [PILOT STUDY]
One can say that the sample must be an optimum size that it is should be
neither excessively large nor too small. Technically, the sample size should be large
enough to give a confidence interval of desired width and as such the size of the sample
must be chosen by logical process before sample is taken from the universe.
In order to extract much feasible results through the study, a sample size
of 200 has been taken for the study.
24
2.4 SAMPLING SCHEME :
Sampling design of the study consist of two steps
a) Selection of the study area.
b) Selection of the sample size
a) SELECTION OF THE STUDY AREA :
The study was full and full in house project, so the study area wascomplete chennai Lanson Toyota showroom.
b) SELECTION OF THE SAMPLE SIZE:
Since the population is large, to anlayze the customer perceptiontowards the service quality a sample of 300 is selected. The customer was selected onthe basis of convenience sampling technique.
2.5 QUESTIONNAIRE DESIGN
The required information was collected through a well-structuredquestionnaire.
The structured questionnaire of this study included the following
a) Closed ended question
b) Open ended question
a) Closed ended question;
In this type both questions and its respective answers are arranged in astructured pattern. This includes.
i) Rating Scale
ii) Dichotomous Questions
b) Rating Scale : These type of question helps to rate the customer perception The no of question in the study are from 1 to 15.
Dichotomous Question:
25
Dichotomous Question allows for only two possible answers “yes” and“no”.
These type of question is the study are 16 & 18.
2.6 STATISTICAL TOOLS USED FOR ANALYSIS
i WEIGHTED AVERAGE METHOD
In this method the issue price is calculated by dividing the value of materials in
hand by the no of units in hand. Average price to be charged to issue will continue to be
the same until a new purchase is made which will necessitate
computation of a new average.
ii CONFIDENCE LEVEL & SIGNIFICANCE LEVEL
The confidence level or reliability is the expected percentage of times that
the actual value will fall within the stated precision limits. Thus, we take a confidence
level of 95%, then we mean that there are 95 chances in 100 (or .95 in 1) that the sample
results represent the true condition of the population within a specified precision range
against 5 chances in 100 (or .05 in 1) that it does not.
Iii ONE SAMPLE RUN TEST
TO DETERMINE THE RANDOMNESS OF THE SELECTED SAMPLES
H0 : Samples are randomly chosen
H1 : Samples are not randomly chosen
26
2.7 ANALYSIS & INTERPRETATIONTABLE 2.7.1
CLASSIFICATION ON THE BASIS OF GENDER
S.NO GENDER NO OFRESPONDENTS
PERCENTAGE(%)
1. MALE 148 74
2. FEMALE 52 26
TOTAL 200 100
SOURCE: PRIMARY DATA
INFERENCE:
Most of the respondents are male in the classification
27
TABLE 2.7.2CLASSIFICATION ON THE BASIS OF AGE
S.NO
AGE NO OF RESPONDENTS PERCENTAGE(%)
1. >20 100 50
2. 21 – 30 66 33
3. 31 – 40 34 17
TOTAL 200 100
SOURCE: PRIMARY DATA
INFERENCE:
Most of the respondents are in the age group of less than 20 & some of them in the age
group of 21 – 30.
CHART 2.2.2 CLASSIFICATION ON THE BASIS OF AGE
50
33
17
0
10
20
30
40
50
60
>20 21 – 30 31 – 40
AGE
NO
. OF
RE
SP
ON
DE
NTS
TABLE 2.7.3
CLASSIFICATION OF OCCUPATION
S.NO OCCUPATION NO. OFRESPONDENTS
PERCENTAGE (%)
1 STUDENT 80 40
2 EMPLOYEE 40 20
3 BUSINESS 20 10
4 PROFESSIONAL 14 7
5 HOUSEWIFE 46 23
TOTAL 200 100
SOURCE: PRIMARY DATA
INFERENCE:
Most of the consumers are Students and Housewife
80
40
2014
46
0
10
20
30
40
50
60
70
80
NO
. OF
RE
SPO
ND
EN
TS
STUDENT PROFESSIONAL
OCCUPATION
CHART 2.2.3CLASSIFICATION OF OCCUPATION
ii
TABLE 2.7.4AWARENESS ABOUT BRITANNIA MARIE GOLD BISCUITS
S.NO AWARENESS NO OF RESPONDENTS PERCENTAGE(%)
1. YES 200 100
2. NO - -
TOTAL 200 100
SOURCE: PRIMARY DATA
INFERENCE:
All the respondents are aware of Britannia Marie Gold Biscuits
CHART 2.2.4 AWARENESS ABOUT
BRITANNIA MARIE GOLD BISCUITS
Y E S
1 0 0 %
N O
0 %
Y E S N O
iii
TABLE 2.7.5MODE OF AWARENESS ABOUT BRITANNIA MARIE GOLD BISCUITS
S.NO MODE NO OF RESPONDENTS PERCENTAGE(%)
1. SHOPS 15 7.5
2. ADVERTISEMENT 90 45
3. FRIENDS 75 37.5
4. OTHERS 20 10
TOTAL 200 100
SOURCE: PRIMARY DATA
INFERENCE:
From the table it is seen that most of the respondents are aware of Britannia Marie Gold
Biscuits through Advertisement & some of them through Friends whereas few of them
are aware through other source of awareness.
15
90
75
20
0
10
20
30
40
50
60
70
80
90
SHOPS ADVERTISEMENT FRIENDS OTHERS
CHART2.2.5 MODE OF AWARENESS ABOUT BRITANNIA MARIE GOLD BISCUITS
iv
TABLE 2.7.6 SHOWING WHETHER THEY BUY BRITANNIA MARIE GOLD BISCUITS
S.NO OPTIONS NO OF RESPONDENTS PERCENTAGE(%)
1. YES 160 80
2. NO 40 20
TOTAL 200 100
SOURCE: PRIMARY DATA
INFERENCE:
From the table it is seen that most of the respondents buy Britannia Marie Gold Biscuits
while few of them don’t buy Britannia Marie Gold Biscuits
CHART 2.2.6 WHETHER THEY BUY BRITANNIA MARIE GOLD BISCUITS
8 0 %
2 0 %
Y E S N O
v
TABLE 2.7.7REASON FOR BUYING BRITANNIA MARIE GOLD BISCUITS
S.NO REASON NO OF RESPONDENTS PERCENTAGE(%)
1. TASTE 110 55
2. QUALITY 44 22
3. LESS PRICE 18 9
4. QUANTITY 12 6
5. PACKAGE 16 8
TOTAL 200 100
SOURCE: PRIMARY DATA
INFERENCE:
The reason for buying Britannia Marie Gold Biscuits is mostly for its taste & the reason
is that Quality while few of them prefer it for its fewer prices.
110
4 4
1812
16
0
2 0
4 0
6 0
8 0
100
120
T A S T E Q U A L I T Y L E S S P R I C E Q U A N T I T Y P A C K A G E
CHART 2.2.7REASON FOR BUYING BRITANNIA
MARIE GOLD BISCUITS
vi
TABLE 2.7.8TABLE SHOWING NO OF PACKS DO THEY BUY IN ONE MONTH
S.NO NO. OFPACKS
NO OF RESPONDENTS PERCENTAGE(%)
1. 1 35 17.5
2. 3 81 40.5
3. 5 47 23.5
4. 7 32 16
5. 10 5 2.5
TOTAL 200 100
SOURCE: PRIMARY DATA
INFERENCE:
Most of the respondents buy Britannia Marie Gold Biscuits around 3 packets, some of
them buy around 5 packets, while few of them buy it around 7 packets.
CHART 2.2.8 NO OF PACKS DO THEY BUY IN ONE MONTH
35
81
4732
5
0
20
40
60
80
100
ONE THREE FIVE SEVEN TEN
NO OF PACKS
NO
OF
RE
SPO
ND
EN
TS
TABLE 2.7.9OPINION ABOUT THE PRICE OF THE BISCUITS
vii
S.NO OPINION NO OF RESPONDENTS PERCENTAGE(%)
1. REASONABLE 148 74
2. COSTLY 33 16.5
3. CHEAP 19 9.5
TOTAL 200 100
SOURCE: PRIMARY DATA
INFERENCE:
From the table it is seen that most of the respondents feel that the price is reasonable,
while some of them feel that the price is costly.
148
33
19
0
20
40
60
80
100
120
140
160
REASONABLE COSTLY CHEAP
CHART 2.2.9 OPINION ABOUT THE PRICE OF THE BISCUITS
viii
TABLE 2.7.10TABLE SHOWING WHETHER THEY ARE INTERESTED TO BUY WITH
CURRENT PRICE
S.NO OPINION NO OF RESPONDENTS PERCENTAGE(%)
1. YES 108 54
2. NO 92 46
TOTAL 200 100
SOURCE: PRIMARY DATA
INFERENCE:
From the table it is seen that most of the respondents are interested to buy in the same
price while some of them are not interested to buy it in the same price
CHART 2. 2.10 WHETHER THEY ARE INTERESTED TO BUY WITH CURRENT PRICE
YES54%
NO46%
YES NO
ix
TABLE 2.7.11 RATINGS OF THE OPINION THAT ATTRACTS THE CUSTOMERS TO BUY
THE BISCUIT
NO OF RESPONDENTSS.NO FACTORS
1 2 3 4 5
1. QUALITY 61 34 25 37 43
2. PRICE 49 52 37 46 16
3. PACKAGING 37 49 70 31 13
4. FLAVOUR 25 19 28 58 70
5. AVAILABILITY 22 37 40 52 49
SOURCE: PRIMARY DATA
INFERENCE:Most of the respondents have ranked Quality as the first for attracting the customers,Secondly for Price, third comes Packaging, Availability stands fourth & Flavor stands thelast
05
101520253035
NO OF RESPONDENTS
FACTORS
CHART 2.7.11
QUALITY
PRICE
PACKAGING
FLAVOR
AVAILABLITY
3-D Column 6
x
TABLE 2.7.12RATINGS OF THE FACTORS WHICH INFLUENCE THEM THE CHOICE OF
BISCUITS
SOURCE: PRIMARY DATAINFERENCE:Advertisement stands first for ranking of the factors that influence the choice of biscuitswhereas Free Gifts stands last. Brand Image stands second for ranking of the factors thatinfluence the choice of biscuits.
01020304050
NO OF RESPONDE
NTS
FACTORS
2.7.12ADVERTISEMENTS
PACKAGE
BRAND IMAGE
FREE GIFTS
PRICE
QUALITY
QUANTITY
NO OF RESPONDENTSS.NO
FACTORS
1 2 3 4 5 6 7
1 ADVERTISEMENTS 72 15 22 22 28 22 19
2 ATTRACTIVEPACKING 12 12 18 92 27 22 17
3 BRAND IMAGE 57 82 22 17 7 8 7
4 FREE GIFTS 17 22 17 27 37 12 68
5 PRICE 12 22 22 38 77 17 12
6 QUALITY 18 17 87 22 12 27 17
7 QUANTITY 12 28 22 17 17 87 17
xi
TABLE 2.7.13
TABLE SHOWING THE FREQUENCY OF PURCHASE OF BISCUITS
S.NO FREQUENCY NO OFRESPONDENTS
PERCENTAGE(%)
1 DAILY 54 27
2 WEEKLY 66 33
3 FORTNIGHTLY 40 20
4 MONTHLY 28 14
5 OCCASIONALLY 12 6
TOTAL 200 100
SOURCE: PRIMARY DATA
INFERENCE:
Most of the consumers frequency of purchase of biscuits are weekly and next comes
fortnightly.
0
20
40
60
80
100
120
140
160
REASONABLE COSTLY CHEAP
Series1
xii
TABLE 2.7.14RATINGS OF THE VARIOUS FEATURES OF BRITANNIA MARIE GOLD
BISCUITS WITH RESPECT TO TASTE
S.NO OPINION NO OF RESPONDENTS PERCENTAGE
(%)
1. HIGHLY SATISFIED 74 37
2. SATISFIED 92 46
3. AVERAGE 14 7
4. DISSATISFIED 20 10
5. HIGHLY DISSATISFIED - -
TOTAL 200 100
SOURCE: PRIMARY DATA
INFERENCE:
From the table it is seen that most of the respondents are satisfied with the taste of the
Britannia Marie Gold Biscuits.
0
10
20
30
40
50
NO OF RESPONDENTS
RATING
BISCUITS RESPECT TO TASTE
HIGHLY SATISFIED
SATISFIED
AVERAGE
DISSATISFIED
HIGHLY DISSATISFIED
xiii
TABLE 2.7.15RATINGS OF THE VARIOUS FEATURES OF BRITANNIA MARIE GOLD
BISCUITS WITH RESPECT TO PRICE
S.NO OPINION NO OF RESPONDENTS PERCENTAGE(%)
1. HIGHLY SATISFIED 25 12.5
2. SATISFIED 98 49
3. AVERAGE 32 16
4. DISSATISFIED 35 17.5
5. HIGHLYDISSATISFIED
10 5
TOTAL 200 100
SOURCE: PRIMARY DATA
INFERENCE:
From the table it is seen that most of the respondents are satisfied with the price of the
Britannia Marie Gold Biscuits.
2 5
9 8
3 23 5
10
0
10
20
30
40
50
60
70
80
90
100
HIGHLY SATISFIED SATISFIED A V E R A G E DISSATISFIED HIGHLY DISSATISFIED
CHART 2.2.15 RATINGS OF THE VARIOUS FEATURES OF BRITANNIA MARIE GOLD BISCUITS WITH RESPECT TO PRICE
xiv
TABLE 2.7.16RATINGS OF THE VARIOUS FEATURES OF BRITANNIA MARIE GOLD
BISCUITS WITH RESPECT TO QUALITY
S.NO OPINION NO OF RESPONDENTS PERCENTAGE (%)
1.HIGHLYSATISFIED 35 17.5
2. SATISFIED 108 54
3. AVERAGE 32 16
4. DISSATISFIED 25 12.5
5. HIGHLYDISSATISFIED
- -
TOTAL 200 100
SOURCE: PRIMARY DATA
INFERENCE: From the table it is seen that most of the respondents are satisfied withthe quality of Britannia Marie gold
TABLE2.7.17
RATIN
GS OF
THE
VARIO
US
FEATU
RES
OF
35
108
32
25
0
0
20
40
60
80
100
120
HIGHLY SATISFIED SATISFIED AVERAGE DISSATISFIED HIGHLY DISSATISFIED
CHART 2.2.16 RATINGS OF THE VARIOUS FEATURES OF BRITANNIA MARIE GOLD BISCUITS WITH RESPECT TO QUALITY
xv
BRITANNIA MARIE GOLD BISCUITS WITH RESPECT TO PACKAGE
S.NO OPINION NO OF RESPONDENTS PERCENTAGE(%)
1. HIGHLY SATISFIED 70 35
2. SATISFIED 92 46
3. AVERAGE 18 9
4. DISSATISFIED 20 10
5. HIGHLY DISSATISFIED - -
TOTAL 200 100
SOURCE: PRIMARY DATA
INFERENCE:
From the table it is seen that most of the respondents are satisfied with the packaging of
the Britannia Marie Gold Biscuits
CHART 2.2.17 RATINGS OF THE VARIOUS FEATURES OF BRITANNIA MARIE GOLD BISCUITS
WITH RESPECT TO PACKAGE
7092
18 200
020406080
100
HIG
HL
YS
AT
ISF
IED
SA
TIS
FIE
D
AV
ER
AG
E
DIS
SAT
ISFI
ED
HIG
HL
YD
ISSA
TIS
FIE
D
xvi
TABLE 2.7.18RATINGS OF THE VARIOUS FEATURES OF BRITANNIA MARIE GOLD
BISCUITS WITH RESPECT TO BRAND IMAGE
S.NO OPINION NO OF RESPONDENTS PERCENTAGE(%)
1.HIGHLYSATISFIED 20 10
2. SATISFIED 78 39
3. AVERAGE 16 8
4. DISSATISFIED 60 30
5. HIGHLYDISSATISFIED
26 13
TOTAL 200 100
SOURCE: PRIMARY DATA
INFERENCE:
From the table it is seen that most of the respondents are satisfied with the brand image ofthe Britannia Marie Gold
Biscuits.
CHART 2.2.18 RATINGS OF THE VARIOUS FEATURES OF BRITANNIA MARIE GOLD BISCUITS WITH RESPECT TO
BRAND IMAGE
20
78
16
60
26
020406080
100
HIG
HL
YSA
TIS
FIE
D
SAT
ISFI
ED
AV
ER
AG
E
DIS
SAT
ISFI
ED
HIG
HL
YD
ISSA
TIS
FIE
D
xvii
TABLE 2.7.19RATINGS OF THE VARIOUS FEATURES OF BRITANNIA MARIE GOLD
BISCUITS WITH RESPECT TO OTHERS
S.NO OPINION NO OF RESPONDENTS PERCENTAGE(%)
1. HIGHLY SATISFIED 6 3
2. SATISFIED 132 66
3. AVERAGE 60 30
4. DISSATISFIED 2 1
5. HIGHLYDISSATISFIED - -
TOTAL 200 100
SOURCE: PRIMARY DATA
INFERENCE:
From the table it is seen that most of the respondents are satisfied with the other reasons
of the Britannia Marie Gold Biscuits
CHART 2.2.19RATINGS OF THE VARIOUS FEATURES OF BRITANNIA MARIE GOLD
BISCUITS WITH RESPECT TO OTHERS
6
132
60
2 00
20
40
60
80
100
120
140
HIGHLY SATISFIED SATISFIED AVERAGE DISSATISFIED HIGHLY DISSATISFIED
xviii
TABLE 2.7.20TABLE SHOWING PACK SIZE PREFERRED IN BUYING BRITANNIA MARIE
GOLD BISCUITS
S.NO PACK SIZE NO. OF
RESPONDENTSPERCENTAGE
(%)
1. 100 GM 52 26
2. 200 GM 114 57
3. 400 GM 34 17
TOTAL 200 100
SOURCE: PRIMARY DATA
INFERENCE:
From the table it is seen that most of the respondents prefer in buying 200gms of
Britannia Marie Gold biscuits, next preferable size is 100 gms whereas some of them like
400 gms.
CHART 2.2.20 PACK SIZE PREFERRED IN BUYING BRITANNIA MARIE GOLD BISCUITS
52
114
34
020406080
100120
100 GM 200 GM 400 GM
xix
TABLE 2.7.21TABLE SHOWING WHETHER BRITANNIA MARIE GOLD BISCUITS ARE
EASILY AVAILABLE
S.NO OPINION NO OF RESPONDENTS PERCENTAGE (%)
1. YES 140 70
2. NO 60 30
TOTAL 200 100
SOURCE: PRIMARY DATA
INFERENCE:
From the table it is seen that most of the respondents are feel that it is easily available in
the market while few of them feel it is not available in the market.
CHART 2.2.21 WHETHER BRITANNIA MARIE GOLD BISCUITS ARE EASILY
AVAILABLE
70%
30%
YES NO
2.8 STATISTICAL TEST2.8.1 WEIGHTED AVERAGE METHODRATINGS OF THE OPINION THAT ATTRACTS THE CUSTOMERS TO BUY
xx
THE BISCUIT
NO OF RESPONDENTSS.NO FACTORS
1 2 3 4 5AVERAGE RANK
1. QUALITY 61 34 25 37 43 126.6 III
2. PRICE 49 52 37 46 16 134.4 I
3.PACKAGING 37 49 70 31 13 133.2 II
4. FLAVOUR 25 19 28 58 70 94.2 V
5.AVAILABILITY 22 37 40 52 49 106.2 IV
SOURCE: PRIMARY DATA
INFERENCE Most of the respondents have ranked Quality as the first for attracting the customers,
Secondly for Price, third comes Packaging, Availability stands fourth & Flavor stands the last.
RATINGS OF THE FACTORS WHICH INFLUENCE THEM THE CHOICE OF
BISCUITS
NO OF RESPONDENTSFACTORS
1 2 3 4 5 6 7
Average Rank
ADVERTISEMENTS
72 15 22 22 28 22 19 134.1 II
ATTRACTIVEPACKING
12 12 18 92 27 22 17 108.0 IV
BRANDIMAGE
57 82 22 17 7 8 7 159.0 I
FREE GIFTS 17 22 17 27 37 12 68 92.4 VII
PRICE 12 22 22 38 77 17 12 107.9 V
QUALITY 18 17 87 22 12 27 17 122.6 III
QUANTITY 12 28 22 17 17 87 17 96.0 VI
xxi
INFERENCE:
Advertisement stands first for ranking of the factors that influence the choice of biscuits
whereas Free Gifts stands last. Brand Image stands second for ranking of the factors that
influence the choice of biscuits.
2.8.2 CONFIDENCE LEVEL & SIGNIFICANCE LEVEL
The confidence level or reliability is the expected percentage of times that
the actual value will fall within the stated precision limits. Thus, we take a confidence
level of 95%, then we mean that there are 95 chances in 100 (or .95 in 1) that the sample
results represent the true condition of the population within a specified precision range
against 5 chances in 100 (or .05 in 1) that it does not.
2.8.2.1 TABLE SHOWING WHETHER BRITANNIA MARIE GOLD BISCUITSARE EASILY AVAILABLE
S.NO OPINION NO OF RESPONDENTS PERCENTAGE(%)
1. YES 140 70
2. NO 60 30
TOTAL 200 100
SOURCE: PRIMARY DATA
It is necessary that the above data should be applied to universe that purpose
CONDIFENCE INTERVAL TEST is required. For confidence interval, the associated
standard error should be calculated.
S.E = SQRT [(PQ) / N] (Equation 2.1)
Where, P = Percentage showing whether Britannia Marie Gold Biscuits are
easily available= 70
Q = Percentage showing Britannia Marie Gold Biscuits are not easily available = 30
xxii
SE = SQRT [(2100) / 100]
= 4.58
Confidence Interval = P ± (S.E * Z @ 95 %) (Equation 2.2)
= 70 ± (4.58 * 1.64)
= 62.49 to 77.51
which means that percentage showing whether Britannia Marie Gold Biscuits are easily
available ranges between 62.49 to 77.51
2.8.3 ONE SAMPLE RUN TEST
TO DETERMINE THE RANDOMNESS OF THE SELECTED SAMPLES
H0 : Samples are randomly chosen
H1 : Samples are not randomly chosen
TABLE SHOWING WHETHER THEY BUY BRITANNIA MARIE GOLD
BISCUITS
S.NO OPTIONS NO OF RESPONDENTS PERCENTAGE(%)
1. YES 160 80
2. NO 40 20
TOTAL 200 100
No of runs r = 50
n1 = 160
n2 = 40
ì r = ( 2n1n2 / n1 + n2 ) + 1 (Equation 2.3)
xxiii
= 65
ó2 = 2n1n2 (2n1n2 – n1 – n2) / (n1 + n2) 2 (n1 + n2 – 1) (Equation 2.4)
= 20.26
ó = �20.26
= 4.50
Upper Limit = ì + 2.58 ó (Equation 2.5)
= 76.61
Lower Limit = ì - 2.58 ó (Equation 2.6)
= 53.39
Inference:
Since the no of runs (=50) is inside the curve, H0 is accepted. i.e. samples are
chosen randomly.
CHAPTER – 3
3.1 FINDINGS OF THE STUDY
v Among the outlet surveyed 74% is male and 26% female.
v Most of the respondents belongs to male [74%].
v All the surveyed 200 outlets sell biscuits
v Most of the respondents are in the age group of less than & some of them in the
age group of 21 – 30 & 31 – 40. [
v Most of the respondents are students [40%] and whereas some of them are house
wives (23%) and employees (20%) & others (17%)
v Out of the 200 outlets surveyed, all the respondents are aware of Britannia Marie
Gold biscuits.
v Most of the respondents are aware of Britannia Marie Gold biscuits through
advertisement & some of them through friends.
xxiv
v 80% of the respondents buy Britannia Marie Gold biscuits and while few of them
don’t buy Britannia Marie Gold biscuits.
v The main reason behind the purchase of Britannia Marie Gold biscuits is mostly
for its taste & quality & price.
v Britannia Marie Gold moves fast when compared to respondents buy biscuits in
one month.
v Most of the respondents are satisfied with the price of Britannia Marie Gold
biscuits and whereas few of them are dissatisfied.
v Among the 200 retail outlets surveyed 74% of the respondents had said it is
costly, 9.5% said it is cheap.
v 54% of the respondents are interested buy in the same price. 46% of them are not
interested to buy in the same price.
v Most of the consumers frequency of purchase of biscuits are weekly and next
comes daily & fortnightly.
v 46% of respondents are satisfied the Britannia Marie Gold biscuits.
v 49% of the respondents are satisfied with the price of the Britannia Marie Gold
biscuits.
v Most of the respondents are highly satisfied with the 54% quality & 46% with
packaging & 39% with brand image & others 66% of Britannia Marie Gold
biscuits.
v Most of the respondents prefer in buying 200 gm of Britannia Marie Gold and
next preferable size is 100 gm and some of them like 400 gm.
v 70% of the respondents are feel that Britannia Marie Gold biscuits is easily
available in the market.
xxv
3.2 SUGGESTIONS
Ø The company may provide the biscuits at reduced / concessional price for the
customer in Chennai provided at round off price say re.1 or re.2.
Ø The company may advertise by television, newspaper & hoardings etc.
Ø The company may advertise to create awareness regarding the nutrients included
in the biscuits.
Ø The company may provide samples to the customers.
Ø The company may provide some consumer offer to the customer.
Ø The company may introduce new products the would help the customers for their
taste.
Ø Mostly respondents suggested for reduction of prices
Ø Give different shapes, which will be new & will be attractive for children
Ø Introduce new products, which can be meant for occasions
Ø Improving the taste and also giving more flavors can attract attract more
customers
3.3 CONCLUSION
The market study on biscuits at Chennai city as helped to know the status of biscuits.
It has revealed the requirements of the retailers, the profile, characteristics, and taste of
the consumer of biscuits. Britannia biscuits are having a good market share in Chennai
city. Carring out relevant sales promotional activities can increase biscuits demand in
Chennai city with regard to various brand of biscuits. This study has helped the
researcher to gain good experience and more information about the biscuit market.
xxvi
3.4 APPENDIXQUESTIONNAIRE
1. Name :
2. Sex: Male o Female o
3. Age: <20 o 21 – 30 o 31 – 40 o >41 o
4. Occupation:Student o Employee o Business o Professional o
Housewifeoo Othersoo
5. Are you aware of Britannia Marie gold biscuits?
Yes oo No oo
6. How did you come to know about Britannia Marie Gold?Through Shops o Advertisements o Friends oOthers o
7. Do you buy Britannia Marie Gold biscuits?Yes o No o
8. What is the reason for buying Britannia Marie Gold biscuits?Taste o Qualityo Less Price o Quantity oPackage o
9. How many packs do you buy in one monh?1 o 3 o 5 o 7 o 10 o
10. What is your opinion about the price of the biscuits?Reasonable o Costly o Cheaper o
11. Are you interested to buy in the current price?Yes o No o
12. Please rate the opinion that attracts you in buying the biscuit?Qualityo Price o Packaging o Flavour oAvailability o
13. Rank the factors that influence you in selecting Britannia Marie Gold biscuit?Advertisement o Attractive Packing o Brand Image oFree Gifts o Price o Qualityo Quantity o
xxvii
14. How often do you purchase Britannia Marie Gold biscuits?Daily o Weekly o Fortnightly o Monthly oOccasionally o
15. Indicate your level of satisfaction of the various factors of Britannia Marie Goldbiscuits
FACTORS HighlySatisfied
Satisfied Neither Satisfiednor Dissatisfied
Dissatisfied HighlyDissatisfied
Price
Quality
PackagingBrand Image
Others
16. Which pack size do you prefer in buying Britannia Marie gold Biscuits?100 gm o 200 gm o 400 gm o
17. Do you find Britannia Marie Gold biscuits easily available in the market?
Yes o No o
3.5 BIBLIOGRAPHY
TEXT BOOKS
Ø Philip Kotler : Marketing Management (Millennium edition), Prentice – Hall of
India (P) Ltd., New Delhi – 2001.
Ø Aakar, Day and Kumar, Essentials of Marketing Research, John Wiley & Sons
2001.
Ø Richard I.Levin and David S.Rubin, Statistics for Management, 7th Edition,
Ø S.P.Gupta Statistical Methods
Ø Prentice Hall of India Pvt.Ltd., New Delhi 1997
o Joseph F.Hair, Jr, Marketing Research, McGraw Hill, 2000
o G.C.Beri, Marketing Research, McGraw Hill, 2000
WEB SITE : WWW.britannia.com
xxviii