History of Priyagold

1.1 OVER VIEW OF THE INDIAN BUSCUIT INDUSTRYBiscuit industry contribute Rs 8,000 crore to the FMCG industry and provide a vastopportunity for growth, as the per capita consumption of biscuits is less than 2.1 kg in ourcountry. India It is classified under two sectors: organized and unorganized. Branded /Organized to Unbranded/Un organized market share of biscuit has been 70% for Organizedsector and 30% for Unorganized sector . Apart from Big 3( Britannia , Parle , ITC ) there arearound 150 medium to small biscuit factory in India .The Industry is now facing problem from increase of raw material price. WithGovernment VAT up to 12.5% has added to their woes .Biscuit consumption per capita inIndia has grown to 2.1kg per capita in comparison to 10kg per capita consumption in USA,UK and Europe .India Biscuits Industry came into limelight and started gaining a sound status in thebakery industry in the later part of 20th century when the urbanized society called forreadymade food products at a tenable cost. Biscuits were assumed as sick-man's diet in earlierdays. Now, it has become one of the most loved fast food products for every age group.Biscuits are easy to carry, tasty to eat, cholesterol free and reasonable at cost. States that havethe larger intake of biscuits are Maharashtra, West Bengal, Andhra Pradesh, Karnataka, andUttar Pradesh. Maharashtra and West Bengal, the most industrially developed states, hold themaximum

amount of consumption of biscuits. Even, the rural sector consumes around 55percent of the biscuits in the bakery products. The total production of bakery products haverisen from 5.19 lakh tonnes in 1975 to 18.95 lakh tones in 1990. Biscuits contributes to over33 percent of the total production of bakery and above 79 percent of the biscuits aremanufactured 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 amotive power of 25 K.W. Indian biscuit industry has occupied around 55-60 percent of theentire 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 marketbecause of the local companies that produced only biscuits.

Consumer buying behaviour of PRIYAGOLD BISCUITSNAVNIRMAN INSTITUTE OF MANAGEMENT Page 3The Federation of Biscuit Manufacturers of India (FBMI) has confirmed a brightfuture of India Biscuits Industry.

According to FBMI, a steady growth of 15 percent perannum in the next 10years will be achieved by the biscuit industry of India. Besides, the export of biscuits will also surpass the target and hit the global market successfully.Two Sectors of Biscuit IndustryIn terms of volume biscuit production by the organized segment is estimated at 1.30 milliontonnes. In the organized sector, the industry is dominated by Britannia and Parle, which account for70 per cent of the industry's volumes. The two major organized players are Britannia and Parle.Britannia’s market sharestands at Rs 27 billion. Parle derives a large portion of its revenues fromlow-priced biscuits. Parle-G and Britannia derive a fairly large share of their revenues from themedium- and premium varieties. In fact, Britannia's market share in the medium and premiumvarieties is significantly higher.Other organized players include domesticplayers like Brakeman’s, Champion, Kwality, Priyaand MNC’s like SmithKline Consumer, Kelloggs, Sara, Heinz,Excelsia (Nestle) and United Biscuits.The unorganized sector consists of small bakery units, cottage and household typemanufacturing their goods without much packaging and distributing their goods in the surroundingareas.Lower overheads due to limited local area

, family management, focused product lines andless expenditure on marketinghelp the unorganized sector togrow.The organizedbiscuit manufacturing industry‘s annual production were around 1.1 milliontons in 2003-04, 1.25 million tons in 2004-05, 1.4 million tons in 2005-06, 1.6 million tons in 2006-07and 1.7 tons in 2007-08.30%70%TWO SECTORS OF THE BISCUITINDUSTRYu n o r g a n i z e d s e c t o r o r g a n i z e d s e c t o r

Consumer buying behaviour of PRIYAGOLD BISCUITSNAVNIRMAN INSTITUTE OF MANAGEMENT Page 41.2HISTORY OF BUSCUIT INDUSTRYBiscuits are a very significant part of the food industry in most countries of the world.A biscuit is a small baked product; the exact meaning varies markedly in different parts of theworld. The origin of the word "biscuit" is from Latin via Middle French and means "cookedtwice" (similar to the German Zwieback). Some of the original biscuits were British navalhard tack. That was passed down to American culture, and hard tack (biscuits) was madethrough the 19th century.

Biscuit can flourish in any environment where there is a base population, in theimmediate vicinity of the plant; a country with large population is well suited for a biscuitplant. Biscuit is most suited for local production. This factor alone has made India a bigbiscuit center. Biscuit Industry has flourished in India enormously over the years and is stillgrowing phenomenally.This growth has funneled a growth of all facets of biscuit making in India. While themodern India is considered a centre for software development, many do not realize that oneindustry that has developed similar capabilities is Biscuit.Today India can boast of beingMost cost effective and reliable biscuit machinery making centre.Most talented senior management and technical manpower pool for biscuit making.Most number of biscuit production manpower and operating technicians manpowerMost reliable centre for outsourcing manufacture of biscuits.Most cost effective centre for food testing laboratories.

Most cost effective and talented centre for product development, research and formulationdevelopment.

Consumer buying behaviour of PRIYAGOLD BISCUITSNAVNIRMAN INSTITUTE OF MANAGEMENT Page 5FEDERATION OF BISCUIT MANUFACTIRE OF INDIAFBMI, Established in 1950, from gathering of CEOs of small, medium and largeBiscuit manufacturing organizations in the country‟s capital city, the Federation of BiscuitManufacturers of India, popularly known as FBMI has come to stay as the premier forum of the organized segment the biscuit industry in India, by virtue of its effective servicing andresult oriented activities, with the prime objective of protecting and promoting the interestsand development of the Biscuit industry.The FBMI represents the organized biscuit industry consisting of small scale, medium andlarge biscuit manufacturers located in all zones and all States of the country. As the apex bodyof the biscuit industry, the Federation

strives to serve its members in particular and the biscuitindustry in general.OBJECTSTo promote, protect and safeguard the interest of the Biscuit manufacturing industry,particularly in the small and medium sectorTo promote and develop a systematic and hygienic Biscuit manufacturing Industry.To promote research and product development for the biscuit manufacturing industryand the establishment of any research organization for the purpose, particularly for thebenefit of SMEs manufacturing biscuitsTo assist the small and medium biscuit manufactures in the purchase of flour, inputsand other commodities and the provision for technical advice for improvingmanufacturing techniques and marketing methodTo create appropriate bodies to advise Government of various aspects connected withthe development of the biscuit manufacturing industry. To obtain from any suchGovernment or authority rights, concessions and privileges which the Association maythink it desirable to obtain and to carry out, exercise and comply with any sucharrangements, rights, privileges and concessions.

Consumer buying behaviour of PRIYAGOLD BISCUITSNAVNIRMAN INSTITUTE OF MANAGEMENT Page 61.3DIFFERENT PLAYERS IN THE INDUSTRYThe major Brands of biscuits are - Brittania, Parle Bakeman, PriyaGold,Elite,Cremica, Dukes, Anupam, Horlicks, Craze, Nezone, besides various regional/Statebrands.

Britannia ,Parle ,ITC foods ,Surya FoodsothersRegional bakery brandsfew regional players have made a mark in their respective zone,HARVEST GOLDCREMICAPRIYA GOLDDUKESCOOKIE MANANMOLMONGINISBONNBISK FARMELITE

ANUPAMMODERNSABISCOCHAMPIONVEERMANI

Consumer buying behaviour of PRIYAGOLD BISCUITSNAVNIRMAN INSTITUTE OF MANAGEMENT Page 7FOREIGN PLAYERSForeign players like United Biscuits and McVities have also entered the fray.However, these players have concentrated themselves in the super-premium and premiumsegments.

BRIEF PROFILE OF THE PLAYERS IN THE INDUSTRY1.BRITANIA INDUSTRIES LIMITEDBritannia Industries Limitedis an Indian company based in Kolkata that is famousfor itsBritanniaandTiger brands of biscuit, which are highly recognized throughout thecountry. Britannia is one of India‟s leading biscuit firms, with an estimated 38% market share.Once upon a time, in 1892 to be precise, a biscuit company was started in a nondescript housein Calcutta (now Kolkata) with an initial investment of Rs. 295. The company we all know asBritannia today.On the operations front, the company was making equally dynamic strides. In 1992, itcelebrated its Platinum Jubilee. In 1997, the company unveiled its new corporate identity -"Eat Healthy, Think Better" - and made its first foray into the dairy products market. Britanniastrode into the 21st Century as one of India's biggest brands and the pre-eminent food brandof the country. It was equally recognised for its innovative approach to products andmarketing.

Consumer buying behaviour of PRIYAGOLD BISCUITSNAVNIRMAN INSTITUTE OF MANAGEMENT Page 8Main products produced by Britannia industries are,

Good Day,Tiger,Marie Gold,50- 50,Choco -chips,Choco - nuts,Little Heart,NutriChoice,Bourbon, NiceTime, Pure Magic, Milk Bikis,Jim -Jam,Cream Treats,Time Pass,Digestive, etc.2.PARLE COMPANYIn 1929 a small company by the name of Parle products emerged in British dominatedIndia. The intent was to spread joy and cheer to children and adults alike, all over the countrywith its sweets and candies.Parle Products has been India's largest manufacturer of biscuitsand confectionery, for almost 80 years. Makers of the world's largest selling biscuit, Parle-G,and a host of other very popular brands, the Parle name symbolizes quality, nutrition and greattaste. With a reach spanning even the remotest villages of India , the company has definitelycome a very long way since its inception.Many of the Parle products - biscuits or confectioneries, are market leaders in theircategory and have won acclaim at the Monde Selection, since 1971. With a 40% share of thetotal biscuit market and a 15% share of the total confectionary market in India , Parle hasgrown to become a multi-million dollar company. While to consumers it's a beacon of faithand trust, competitors look upon Parle as an example of marketing brilliance.

Consumer buying behaviour of PRIYAGOLD BISCUITSNAVNIRMAN INSTITUTE OF MANAGEMENT Page 9Major products are,Parle - G ,Hide and Seek, Krackjack, Hide & Seek, Milano, Magix, Digestive, Marie MonacoParle Marie, Kreams, Milk Shakti, Parle 20-20 Cookies ,Nimkin, etc.Parle biscuits are indeed much more than a tea- time snack, they are considered bymany to be an important part of their daily food. Parle can treat you with a basket of biscuitswhich are not only satisfying but are also of good and reliable quality. Parle biscuits cater toall tastes from kids to senior citizens. They have found their way into the Indian hearts andhomes.3.ITC LIMITEDITC was incorporated on August 24, 1910 under the name Imperial Tobacco Company of India Limited. TC's foray into the Foods business is an

outstanding example of successfullyblending multiple internal competencies to create a new driver of business growth. It began inAugust 2001 with the introduction of 'Kitchens of India'ready-to-eat Indian gourmet dishes.2003 witnessed the introduction of Sun feastas the Company entered the biscuits segment.The packaged foods business is an ideal avenue to leverage ITC's proven strengths in theareas of hospitality and branded cuisine, contemporary packaging and sourcing of agriculturalcommodities. ITC has stood for quality products for over 90 years to the Indian consumer andseveral of its brands are today internationally benchmarked for quality.

Consumer buying behaviour of PRIYAGOLD BISCUITSNAVNIRMAN INSTITUTE OF MANAGEMENT Page 10Leadership in the Foods business requires a keen understanding of the supply chain foragricultural produce. ITC has over the last 90 years established a very close businessrelationship with the farming community in India and is currently in the process of enhancingthe Indian farmer's ability to link to global markets, through the E-Choupal initiative, andproduce the quality demanded by its customers. This long-standing relationship is beingleveraged in sourcing best quality agricultural produce for ITC's Foods Division.Major products by ITC are,Milky magic, Marie, Golden Bakery, Dark Fantasy, Glucose, Dream Cream, Snack, Sweet nSalt, Nice, Vita, Special, etc.

Consumer buying behaviour of PRIYAGOLD BISCUITSNAVNIRMAN INSTITUTE OF MANAGEMENT Page 11CHAPTER - 2COMPANYPROFILE

Consumer buying behaviour of PRIYAGOLD BISCUITSNAVNIRMAN INSTITUTE OF MANAGEMENT Page 122.1 HISTORY OF PRIYAGOLD BISCUITSCompany was established in December 1993 and brought out its value and cherishedproject - Biscuits under the brand name PRIYAGOLD. "PRIYAGOLD" is one of the leadingmanufacturer of biscuits in Northern India having wide distribution network in Northern andWestern parts of India. PRIYAGOLD manufacture 22 varieties of Biscuits both Sweet andSalt, Widely accepted and appreciated by millions of

domestic and international consumers.The companies mercurial growth is attributed to its M.D.Mr. B.P. Aggarwalwho have gotyears of rich experience and depth of knowledge in the field of biscuit, made it possible topenetrate the nook and the corner of Northern and Western parts of India labelingPRIYAGOLD biscuits a household name. The company has capacity of 70 tonnes a dayproduction. The company has planned to achieve turnover of Rs. 300 crores by 2004.PRIYAGOLD has been pioneering in economy packs.The company has an existing dealer network of over 1000 distributors spread over inthe North and the West. It is planning to increase it distribution strength to 1100 distributorsby the end of year 2004.

Consumer buying behaviour of PRIYAGOLD BISCUITSNAVNIRMAN INSTITUTE OF MANAGEMENT Page 132.2 COMPANY PRODUCTSJeera Top

Cashew MasalaCheez BitK. C. ButterK. C. Chocolate VanillaK .C. StrawberryClassic Cream ChocolateClassic Cream ElaichiClassic Cream OrangeClassic Cream Milk Butter Bite CashewPremium Butter BiteButter Bite Badam PistaButter Bite KesarMarie LiteNice DayCoconut Crunch

Crack & CheersSnack zig zagGlucose– VCheese CrackerMagic Gold

Consumer buying behaviour of PRIYAGOLD BISCUITSNAVNIRMAN INSTITUTE OF MANAGEMENT Page 14PRODUCTS OF PRIYAGOLD

Consumer buying behaviour of PRIYAGOLD BISCUITSNAVNIRMAN INSTITUTE OF MANAGEMENT Page 152.3 MANAGEMENT HIERARCHYPRIYAGOLD is headed by Managing DirectorMr. B.P. Aggarwal.HIS FUNCTION ARE AS FOLLOWSOverall responsibility of operations of the company which includes business services,corporate planning, procurement,

manufacturing quality, human resources developmentand customer support services.Ultimate responsibility for the product quality, overall responsibility for theimplementation and maintenance of the quality management system.MANAGEMENT REPRESENTATIVESThe MD appoints management representatives and he has defined authority and responsibilityfor ensuring that quality system requirement of the company are implemented and maintainedThe responsibilities are:-Responsible for co-ordination and implementation of the quality system.-Convening management review committee meetings.-Coordinating with HRD for the training requirement relating to the quality managementsystem of the company.DEPARTMENTAL HEADSVarious departmental heads are appointed who are responsible for the following:-Developing and maintaining quality system.-Document and data control.-Identify and control of nonconforming products/process/system in the dept.-Taking timely corrective and preventive action for the non-conformity observed.-Identifying training needs of the personnel in the department.

Consumer buying behaviour of PRIYAGOLD BISCUITSNAVNIRMAN INSTITUTE OF MANAGEMENT Page 16MARKETING AND SALES ORGANIZATION (MSO)Marketing and sales organization of PRIYAGOLD is directly responsible for all productmanagement and sales operation for both domestic and overseas market.RESEARCH AND DEVELOPMENT (R & D)PRIYAGOLD has R & D setup at Noida and is actively pursuing several projects. At present PRIYAGOLD has more than 140 R & D Engineers. In addition to internal projects, R & D is also executing several projects, both onshore and offshore, for overseas clients.PROFESSIONAL SERVICES ORGANIZATION (PSO):PSO of PRIYAGOLD provides solutions in the area of development, integration, facilities management and training. PRIYAGOLD strengthened its PSO to meet the growing demand for enterprise solution in key vertical segments comprising industries intelecommunication, manufacturing, finance and banking, government, utilities andtransportation.

MANAGEMENT INFORMATION SYSTEMS (MIS):The MIS department handles information system needs of PRIYAGOLD. All majorfunctions like sales order processing and invoicing PPC, Finance, HRD, inventory, Callmaintenance etc are fully computerized and integrated with each other having electronic mailfacilities, all customer orders are transferred electronically to the plant for execution.FINANCE & ACCOUNTSFinance and Accounts department is responsible for keeping accounts of the company,arranging and managing the funds, credit control etc.

Consumer buying behaviour of PRIYAGOLD BISCUITSNAVNIRMAN INSTITUTE OF MANAGEMENT Page 17CFODGMFINANCE MANAGEREXECUTIVESFinance department is under the control of CFO. It comprises of Accounts Executives.Account section generates information/data relating to operational activities of the firm. Theend product of accounting is financial statement such as the Balance Sheet, Income statementand statement of changes in financial position.These statements and reports assist the Finance Manager in

assessing the past performanceand future planning for the firm.Finance manager deals with cash and Bank. The company has well-developed system of accounts. The responsibility of recording the day to day transaction is vested with the deputygeneral manager. Under the finance manager, there are the executives.

Consumer buying behaviour of PRIYAGOLD BISCUITSNAVNIRMAN INSTITUTE OF MANAGEMENT Page 18

2.4 DISTRBUTION CHANNELDistribution in marketing context means the transfer of goods from producer toconsumer, as we all know. In a distribution system, we are to first find out what kind of distribution channel is to be selected so as the firm can get a convenient supply and economicmaintenance of profit.In Biscuit Industry, where flow of goods, matters a lot, it is must to consider the followingpoints very carefully.Selection of channels for distributionWarehousing and TransportOperational ResearchLogistic MixMANUFACTURERSTOCKISTDISTRIBUTORRETAILERCUSTOMER


1. SELECTION OF CHANNEL OF DISTRIBUTIONFor selecting a channel for distribution following points are to be considered.NATURE OF PRODUCT: Bakery items are consumer goods and are constantly in demand.Once a consumer does not find it in the retail shop, head may instantly choose the another, atleast for trial and here beings the decrease of market share. PRIYAGOLD should not bealways available in retail shop but be visible to customer also.FINANCIAL POSITION OF MANUFACTURER:- The fewer the number of organizationin the chain, smaller the burden on the manufacturer. Expenditure on distribution throughalternative channels must be noted.The distribution margin is affected with the selection of distribution channel.VARIETY OF PRODUCT TO BE SOLD:- More the variety of product, more theresponsibility of marketing department of the company.2. WAREHOUSING AND TRAININGWarehousing and transport are essential part of distribution system. Warehousing should bedone in a manner, minimum maintenance of cost should occur. That should be a source of quick supply to customer because from this place basic supply starts.Transport is costly, so decision should be taken as to whether warehouses are to be centrallysituated or decentralized. To maintain economical support, control of cost of vehicle isessential and shipment must be

planned so those vehicles are effectively employed.3. OPERATIONAL RESEARCHOperational research is valuable in improving aspects of distribution process, How?By mathematical representation of whole distribution system.Noting and comparing transport cost.Measuring warehouse operation cost.Measuring Stock Level


4. LOGISTIC MIXThere has been little close examination of possible saving in area of physical distribution,now known as logistic."Customer want products available in right sizes, at the right time, in right packet and rightcondition. This is possible if five key decisions are coordinated.FacilityInventoryCommunicationUtilizationTransportIt is important to remember the physical distribution management refers to the flow of goodsfrom end of production time to customer. Logistic incorporates the total flow, informationinto, through and out of system.


2.5 MARKETING STRATEGYMarketing strategy is a set of objectives, policies and rules that leads the company'smarketing efforts. It is the marketing approach to accomplish the bread objective of themarketing approach to accomplish the bread objective of the marketing plan. The variousprocess of marketing strategy is given below:1.Selecting largest markets segmentation2.Positioning3.Product4.Price5.Place6.Promotion7.Research and development8.Marketing research(1)MARKET SEGMENTATION AND SELECTING TARGETMARKET:It is an effort to increase a company's precision marketing. The starting point of anysegmentation discussion is mass marketing. In mass marketing, the seller engaged in themass production, mass distribution and mass promotion of one product for all buyers.Market segment consists of a large identifiable group within a market with similar wants,purchasing power geographical location, buying attitudes or buying habit. It is anapproach midway between mass marketing and individual marketing. Through this thechoice of distribution channels, and communication channels become much easier. Theresearchers try to form segments by

looking at consumer characteristics; geographic,demographic, and psychographic. After segmenting the market then target marketselected.

Consumer buying behaviour of PRIYAGOLD BISCUITSNAVNIRMAN INSTITUTE OF MANAGEMENT Page 22(2)POSITIONING:The positioning is a creative exercise done with an existing product.The well known products generally hold a distinctive position in consumer's minds. Thepositioning requires that every tangible aspect of product, price, place and promotionmust support the chosen positioning strategy. Company should develop a unique sellingproposition (USP) for each brand and stick to it, PPL consistently promotes its DAPfertilizer by Higher yield at lower cost. As companies increase the number of claims fortheir brand, they risk disbelief and a loss of clear positioning. In general a company

mustavoid four major positioning errors. Those are under positioning over positioning,confused positioning and doubtful positioning.(3) PRODUCT:A product is any offering that can satisfy a need or want. The major typesof basic offerings are goods, services, experiences, events, places, properties, organizations,information and ideas. The company gives more importance in quality, packaging, servicesetc. to satisfy the customers. The products has it's life cycle. The product strategies aremodified in different stages of product life cycle.(4) PRICE:It is the most important aspect in company's point of view. Price of the productwill be decided by the company according to the competitor's price.(5) PLACE:This plays a major role in the entire marketing system. the company emphasison it's distribution network. Proper distribution network gives proper availability of theproduct.(6) PROMOTION:Promotion is the one of the major aspects in marketing strategies. Byadopting various promotional activities the company create strong brand image. It also helpsin increasing the brand awareness. It includes advertising, sales promotions and publicrelations etc.(7)RESEARCH AND DEVELOPMENT:

After testing, the new product manager mustdevelop a preliminary marketing strategy plan for introducing the new product in to themarket. The plan consists of three parts. The first part describes the target market's size,structure and behavior. The second part out lines the planned price, distribution strategyand marketing budget for the first year. The third part of the development describes thelong run sales and profit goals and marketing mix strategy over time.

Consumer buying behaviour of PRIYAGOLD BISCUITSNAVNIRMAN INSTITUTE OF MANAGEMENT Page 23(8)MARKETING RESEARCH:Marketing research is the collection and interpretation of facts that help marketing management to get products more effectively into the hands of consumers, Marketing research encompasses all information pertinent to this task, all theappropriate technique.2.6 COMPARISON WITH OTHER BUSINESSGenerally all organizations have competitors in the market. A particular organizationalways comprises with other same business and according to market share we clarify thebrand of product is giving more challenge to my product.When I was in the field for Surya Food and Agro Ltd. I found many products, which can becompared with PRIYAGOLD biscuit. As a conclusion I found that particularly in

myprovided area PRIYAGOLD is really doing well and its performance is on surprising level.TheirPRIYAGOLDgot marketLeaderposition and main competitor isBRITANNIAwiththesecondposition. Except these two branches so many brand is as a competitor of PRIYAGOLD and they are covering some parts of markets. These brands arePARLE-G,ANMOL & APSARA.PRIYAGOLD is basically providing good quality biscuits but Britannia is not onlyproviding good quality but also providing small chocolate with small pack of biscuits. Parle-G has good taste for especially for children. Yammi biscuit is only selling of Anmol becauseit is very tastey.In my provided area the share of the market is as follows.PRIYA GOLD 42%BRITANNIA 35%PARLE-G 20%ANMOL 3%These are the main competitors of PRIYAGOLD and BRITANNIA comes in secondposition but PRIYAGOLD is largest demanded biscuit. Customers like its various brands.When we compared with other businesses then we follow the quality, price,distribution system, promotional strategy etc. of the competitors. In this area, PRIYAGOLD

Consumer buying behaviour of PRIYAGOLD BISCUITSNAVNIRMAN INSTITUTE OF MANAGEMENT Page 24is doing well. The business of BRITANIA is also growing with some good brand of products.Anmol, Parle-G, & Apsara are also giving good competition to PRIYAGOLD andBRITANNIA biscuit organization.So these are the comprises explanation with other businessof biscuit.

Consumer buying behaviour of PRIYAGOLD BISCUITSNAVNIRMAN INSTITUTE OF MANAGEMENT Page 25CHAPTER - 3

THEORETICALFRAMEWORK

Consumer buying behaviour of PRIYAGOLD BISCUITSNAVNIRMAN INSTITUTE OF MANAGEMENT Page 263.1 INRODUCTION OF BUYING BEHAVIOURThe main purpose of Marketing is to satisfied our target customer need and wantstoward the particular product or services which are our customer need. After knowing theirneed and wants about any product or services then need to identify their buying behaviour forbuying the product or service. Decided which bases customer are purchase the product likeproduct attractiveness lower price. Durability of Product etc.In the buying the product customer think something and do something at lastmovement of buying product and services so need to know the behaviour of customer forbuying any product or services.Understanding the buying behavior of the target market as the essential task of marketing management under marketing concept. The consumer market consist of all theindividuals and households who buy or acquire good and services for personal consumption.The buying behavior tries to find

out the answers for the questions, who buys? How do theybuy? Where do they buy? Do they buy?Models of buying buyer behaviourA.Definition of Buyer behaviour“All psychological social and physical behaviors of potential customer as they becomeaware of evaluate, purchase, consume and tell other about product & services”MarketingstimuliOtherStimuliProductPricePlacePromotionEconomicTechnologyPoliticalCulturalBuyerCharacteristicsBuyer‟sDecision processCulturalSocialPersonalpsychologicalProblem recognitionInformation searchEvolution of alternativePurchase decision

Consumer buying behaviour of PRIYAGOLD BISCUITSNAVNIRMAN INSTITUTE OF MANAGEMENT Page 273.2 BUYING DECISION PROCESSIt includes buying roles, types of buying and steps in buying process.(1)BUYING ROLEThe buying role could be classified into four parts. These are initiator, influencer,decider and buyer.(2) TYPES OF BUYING BEHAVIORConsumer decision taking varies with the type of buying decision. There are fourtypes buying behavior such as Complex buying behavior, Habitual buying behavior,Variety seeking buying behavior.(3) STAGES IN BUYING DECISION PROCESS

Here are five stages in buying decision process namely problem recognition search,evaluation of alternatives purchase decision and past purchase behavior.(i) NEED RECOGNITIONThe buying process starts with the buyers recognition of a problem of need. Thebuyer sense a difference between his actual state and desired state.(ii) INFORMATION SEARCHThere are different sources from where a consumer can gather information likepersonal sources commercial sources, experimental sources.(iii) EVALUATION OF ALTERNATIVESAfter gathering information about different products the customer will be in a fuss asto choose which product among the mainly alternatives consumer usually evaluate thealternatives on traditional basis, on the basis of utility function etc. from the manyalternative consumers at last choose the best one for him.(iv) PURCHASE DECISIONA consumer who decides to execute purchase intention will be making up to fivepurchase decisions.

Consumer buying behaviour of PRIYAGOLD BISCUITSNAVNIRMAN INSTITUTE OF MANAGEMENT Page 28(v) POST PURCHASE BEHAVIORAfter purchasing the product and services the consumer will experience some level of satisfaction or dissatisfaction with the product and services that will influencesubsequent behavior. If consumer is satisfied he may show the probability of buyingthe product the next time, satisfied customer will say good thing about the product,proving the statement that "satisfied customer is the best advertisement. "Thedissatisfied customer, may take some action against it. They may try to reduce thedissonance by abandoning returning the product.Understanding consumer needs and buying process is the foundation of any company.By understanding how buyers go through problem recognition, information searchevaluation of alternatives, the purchase decision and post purchase behavior

marketerscan pick up many clues as to how to meet buyersneed.

Consumer buying behaviour of PRIYAGOLD BISCUITSNAVNIRMAN INSTITUTE OF MANAGEMENT Page 293.3 FACTORS INFLUENCING CONSUMER BUYING BEHAVIORThere are four major factors that influence the buying behaviour such as cultural factors,social factors, personal factors, and psychological factors.1.Cultural Factors.a.Culture:Culture is the most fundamental determinant of a person wants andbehaviour. The growing child acquires a set of values, perception, preference andbehaviours through his/her family and other key institution.b.Sub-Culture:Each culture consists of smaller subculture that provides morespecific identification and

socialism for its members. Subculture includesnationalities, religion and geographical regions. Many sub-cultures makes upimportant market segments and marketers often design products and marketingprograms tailored to their needs.c.Social Class:Social classes do not reflect income alone but also other indicatorssuch as occupation, education and areas of residence. Social classes differ in theirdress speech, patterns recreational tailored to their needs.2.Social Factors:a.Reference Group:People are significantly influenced by their reference groups inat least their ways. Reference group expose an individual to know behave ours andlifestyle. They also influence the person‟s attitude, their self concept and theycreate peoples.b.Family:The family is the most important consumer buying organization in societyand it has been researched extensively. Family members, constitutes the mostinfluential, primary reference group. We can distinguish between two families inthe buyer behavior. The family of orientation consists of one‟s parents and sub

links. From parents a person acquires an orientation towards religion, politics andeconomics and sense of personal ambition. Self worth and love. a more directinfluence on every day buying behavior is one‟s family of procreation namelyone‟s spouse and children.

Consumer buying behaviour of PRIYAGOLD BISCUITSNAVNIRMAN INSTITUTE OF MANAGEMENT Page 30c.Role and Status:A person participates in many groups throughout life, family,club, and organization. The person‟s position in each group can bedefined interms of roles and status.3.

Personal Factors:a.Age and Life Cycle:People buy different goods and services over their life time.They eat baby food in the earlier most foods in the growing and mature year andspecial diet in the later years. Peoples taste in cloth, furniture and recreation is alsoage related.b.Occupation:A person‟s occupation also influences his/her consumption pattern. ablue colour worker will buy work cloth, work shoes and lunch box. A companypresident will buy work expensive suit, air travel, country club membership. Amarketer trips to identify occupational group that have above interest in theirproduct and the service. Thus computer software companies will design differentcomputer software for brand manager, engineer, lawyer and physician.c.Lifestyle:People coming from the same sub culture, social class and occupationmay lead quite different life styles. a person‟s life style is the person‟s patterns of living in the world as in the persons activities, interests and opinions.4.Psychological Factors:a.

Motivation:A person has many needs at any given time some need are biogenic.They arise from psychological status of tension such as hunger, thirst, discomfort,other need are psychological needs. a motive is a need that is sufficiently pressingto drive the person to act satisfying the need reduce the felt tension.b.Learning:Where, people act they learn. Learning involves changes in anindividual‟s behaviour arising from most humans produce through the interplay of drives response and reinforcement demand for a product by associating it withstrong drives, using motivating and providing positive reinforcement.c.Beliefs and Attitude:through during learning people acquire belief and attitudes.This in terms influence their buying behaviours. A belief is a descriptive though

Consumer buying behaviour of PRIYAGOLD BISCUITSNAVNIRMAN INSTITUTE OF MANAGEMENT Page 31that a person hold about something. This belief may be based on knowledge,opinion or faith. They may or may not carry on emotional charge.An attitude is a person‟s evaluation, emotional, feelings andaction towardssome object or idea. People have attitude towards almost everything, religion,politics, cloth, music and so on. Attitude put them into a frame of mind of linkingor disliking an object moving towards or away from it.

Consumer buying behaviour of PRIYAGOLD BISCUITSNAVNIRMAN INSTITUTE OF MANAGEMENT Page 32CHAPTER- 4RESEARCHMETHODOLOGY

Consumer buying behaviour of PRIYAGOLD BISCUITSNAVNIRMAN INSTITUTE OF MANAGEMENT Page 334.1 OBJECTIVE OF THE STUDY:PRIMARY OBJECTIVE:Main objective is to study the buying behaviour of consumer toward PRIYAGOLDbiscuit.SECONDARY OBJECTIVE:To know the market potential of PRIYAGOLD.To know the factors affecting sales.To knowthe customer attitude to wards buying the priyagold biscuits.To know the retailers/wholesaler expectation from the PRIYAGOLD.4.2 IMPORTANCE OF THE STUDY

Retail outlets coverage in respect of supplies & competitor‟sactivity, it is not only thepart of topic but also a very important aspect of business organization. In present scenario,competitors are major problem of business. Now a day, each and every organization first of all tries to demolish the competitor‟s steps. If any new organization going to start then firstlyit will sure focus on activity of competitors and according to that next steps arise.Another part of topic is market share and market potential of PRIYAGOLD biscuits.Market share and potentiality helps into organization that where organization stands in themarket or what are the major chances to increase sales or cover the entire market. Thisimportant aspect gives knowledge to organization about quality, price or choice of theconsumer etc. For all the circumstances, retailers play important role for organization. Theygive perfect information to the company that helps to take next steps. So perfect supplies,competitor‟s activity, market share and potentiality arevery important part of businessindustry.

Consumer buying behaviour of PRIYAGOLD

BISCUITSNAVNIRMAN INSTITUTE OF MANAGEMENT Page 344.3 INTRODUCTION OF RESEARCH METHODOLOGYResearch in common parlance refers to a search for knowledge. One can also defineresearch as a scientific and systematic search for pertaining information of a specific topic. Itis the pursuit of truth with the help of study, observation, comparisons and experimentation.The following are the seven steps of a research:-1.Specifying research objectives.2.Preparing a list of the needed information3.Designing the data collecting project4.Selecting a sample type5.Determining sampling size6.Organizing and carrying out the fieldwork 7.Analyzing the collected data and reporting the findingThese steps are not a contrived sequence of independent steps; they consist of a number of interrelated activities.To take an example, one must have a good understanding of the research objectives. Now wediscuss the seven steps in details:(1) SPECIFYING RESEARCH OBJECTIVESIn this step of the research process, researchers must first obtain answers to thequestions,What is the purpose of this study? andWhat are the objectives of the research?If these questions are not properly answered at the outset, the study is likely to be misdirectedand to pursue vague or obscure goals, the probable result will be that the collected data willnot be as valid and/or

reliable as desired.Clearly, this step in the research process must involve both the manager and theresearcher. One source of research error is poorly conceived study. Much of theresponsibility for specifying research objectives necessarily lies with the manager.

Consumer buying behaviour of PRIYAGOLD BISCUITSNAVNIRMAN INSTITUTE OF MANAGEMENT Page 35Researcher cannot be expected to answer such questions as “What is the purpose of study”Without a great deal of assistance. Hence, if this step in the research process is not to bemajor source of error, the manager and the researcher must collaborate in a clear and preciseidentification of the study objectives.(2) PREPARING A LIST OF THE NEEDED INFORMATIONAfter a satisfactory statement of the study‟s purpose and objectives has been established, it isnecessary to prepare a list of the information needed to attain the objectives. The contents of

such a list will be determined by the objectives of the research and the situation leading to theresearch request.(3) DESIGNING THE DATA COLLECTION PROJECTAfter the research objectives have been specified (step 1) and the list of neededinformation has been prepared (step 2), the researcher should determine whether suchinformation is already available, either in company records or in outside sources, certainly,the researcher should not collect data from the field until the appropriate secondary sources of information have been reviewed. If the needed information is not available from secondarysources, the researcher will have to collect data in the field, and so it will be necessary todesign a data collection project.PROBLEMS IN ACHIEVING THE SCIENTIFIC METHOD:Researcher encounter many possible sources of error when designing a data collection project.Some of these include using a poor or inappropriate research design not using experimentaldesigns where possible); using a large scale study instead of a small scale study, or vice versa;using poor experimental designs; and still others.To minimize the possible sources of error associated with designing a data collection project,the following five issues must be given attention first:-SHOULD THE RESEARCH BE EXPLORATORY OR CONCLUSIVE?To a great extent, this issue is likely to be determining by the research

objective and thesituation leading to the request for research. Exploratory research is likely to be usedwhen investigating a potential opportunity or problem and conclusive research is likely to

Consumer buying behaviour of PRIYAGOLD BISCUITSNAVNIRMAN INSTITUTE OF MANAGEMENT Page 36be used when the research is likely to be used when the research findings are expected toresult in specific decision being made or specific actions being taken.WHO SHOULD BE INTERVIEWED AND HOW?Next, the researcher must identity who has the needed information how it can beobtained.SHOULD ONLY A FEW CASES BE STUDIED, OR SHOULD A LARGE SAMPLE BEUSED?If the study is a conclusive one, and if the findings are to be “representative” of theuniverse, the researcher may want to use a large scale statistical study. However, if theproject is concern with finding a “best” way rather than a typical way of doi

ng somethingsuch as laying out the main floor of a fast food restaurant the research may well consistsof the analysis of a few selected cases.D. HOW WILL EXPERIMENTS BE INCORPORATED IN THERESEARCHIf conclusive research is being undertaken, the research project may include one ormore experiments of some kind. If an experiment is a part of the research design, theresearcher must decide such things as where and when measurements will take place andhow the experimental variable will be applied.E. HOW SHOULD THE DATA COLLECTION FORM BEDESIGNED?When it is necessary to collect original information, researchers will do so by eitherquestioning or observing respondents. As it is common in most research projects toemploy a number of field workers, some procedure must be used to standardize all of thedata that is collected. This is accomplished by giving all interviewers the same datacollection from to use when they interview or observe respondents. In that way, all of theinterviewers or field workers will be collecting comparable data.

Consumer buying behaviour of PRIYAGOLD BISCUITSNAVNIRMAN INSTITUTE OF MANAGEMENT Page 37(4) SELECTING A SAMPLE TYPEAlmost all marketing research projects are interested in information about a largepopulation such as all families with children at home or all retail grocery stores. As it isimpractical to collect data from all embers of such large populations, a sample is selected.Various type of samples are possible, but they can be classified into two general categoriesthey are:-1.Non Profitability2.Probability(5) DETERMINING SAMPLE SIZEThe researcher must also decide how large a sample to select. Marketing researchsample very from fewer 10 to several thousand. The research must consider the problem athand, the budget and the accuracy needed in the data before the question of sample size canbe answered.\ (6) ORGANIZING AND CARRYING OUT THE FIELD WORKFieldwork includes selecting, training, controlling and evaluating the members of thefield force. Their methods used in the field in

the field are very important, for they usuallyinvolve a substantial part of the research budget and are a potential source of error throughlack of both validity and reliability. Fieldwork methods are dictated largely by the method of collecting data, the sampling requirements, and the kinds of the information that must beobtained.(7) ANALYSING THE COLLECTED DATA AND REPORTING THE FINDINGSAfter all the interviews and / or observations have been made, the completed data collectingforms must be processed in a way that yield the information the project was designed toobtain. First, the forms needed to be edited to ensure that instructions were followed, that allquestions were asked observations made, and that the resulting data are consistent and logical.Next, the data is prepared for tabulation. This means that the data must be assigned tocategories and then coded so the responses can be put in to the computer. The responses areusually tabulated and analyzed on a computer.


BISCUITSNAVNIRMAN INSTITUTE OF MANAGEMENT Page 384.4RESEARCH DESIGN“Research design is the plan structure and strategy if investigation conceived so asobtain answers to research question and to control variance”By KERLINGERIn the research study there is no any perfect study for solve the problem. The researchdesign broad three category are as follow.A.Exploratory ResearchB.Descriptive ResearchC.Casual ResearchA. Exploratory ResearchIn this method not any specific technique for study the problem. In this method mostlyused secondary data which are available easily this research. The researcher change theirdirection depending on the available idea and variable.B.Descriptive ResearchThis study is complex and determined high degree scientific skill for study theproblem.C.Casual ResearchThis research help to determined cause and effect relation between two variable.The present study to identify customer attitude towards buying the priyagold biscuitsin varachha area is specified clearly so this makes the study descriptive one.

Consumer buying behaviour of PRIYAGOLD BISCUITSNAVNIRMAN INSTITUTE OF MANAGEMENT Page 394.5RESEARCH INSTRUMENTResearch instrument means which by that use the researcher do the research on anytopic by easily. In recent most popular instruments “Questionnaire” for investigation of problem by the Questionnaire response. We are give any suggestion or finding on thatproblemMainly three type Question are include in our Questionnaire.A. open ended QuestionsIn this type question customer are totally get freedom for given the answer of question.B. dichotomousIn this type questionnaires customer have only two choice like „yes‟ or „no‟ in thisquestion any customer are not confuse any way.C. multiple choice questionIn this type of question customer or respondent is offered two or mote choice.In my project I use all above three types of question in the

questionnaire and gettinginformation about the project.

Consumer buying behaviour of PRIYAGOLD BISCUITSNAVNIRMAN INSTITUTE OF MANAGEMENT Page 404.6 DATA COLLECTION METHODData collection is an elaborate process in which the researcher makes a planned researchfor all relevant data. Data is the foundation of all market research. Data or facts may beobtained from several sources. Data can be classified as:-1.PRIMARY DATA2.SECONDARY DATA(1) PRIMARY DATAPrimary data is the data gathered for the first time by the researchers. If the secondary data isfound to be inadequate or unavailable, the researcher goes for primary data.COLLECTION OF PRIMARY DATA: Collection of primary data is a task demandingtechnical expertise. The provider or the source of primary data is termed as “respondent”. Arespondent may give information actively or passively.

(2) SECONDARY DATA Secondary data is the data borrowed from secondary sources by the researcher. Secondarydata can be internal or external i.e. internal records of the company or information availablefrom library and other statistical organization.In a Market Research Project Field Work has a very vital role to play. As a matter of fact, it‟s the back bone of any Market Research Project. Field Work basically consists of collection of primary data. In this project, researcher had to undergo a lot of Field Work. Forthe purpose researcher has to visit various cinema halls, public attractive places, colleges andschool canteens etc.The whole area, which was to be surveyed, was divided into different segmentsrandomly. Simultaneously survey of both retailers and consumers was carried out. Theresearch worked in the field for a span of half month.Later on whole data, which was collected from field, was well scrutinized andtabulated for analysis. Its interpretation has been provided in most easy to understand mannerwith the help of suitable diagrams and charts.

Consumer buying behaviour of PRIYAGOLD BISCUITSNAVNIRMAN INSTITUTE OF MANAGEMENT Page 41I hope that this project will clear all the doubts and perceptions, which come up inyour minds occasionally and I hope that our data analysis and key findings will throw somemore light on Biscuit Industry. At the end I am very much confident and pleased to state thatthis project will solve the purpose of PRIYAGOLD BISCUITS.4.7 SAMPLINGSampling is the process to analyses the whole population by analyses their part fromthem the effectiveness of report is depend on sample size select from population.A.sampling unit:Here target population is decide and decide who are interested to buy priyagold biscuiteach sample have chance to select equily and we are conducted in varachha area of surat city.B.sample sizeFor getting better result of problem we have need to determined perfect sample sizewhich are calculated by statically formula bases.n= p x q (z/e)2wheren= sample sizep= probability of interested customerq= 1-pe= tollarable errorz= level of confidence

Consumer buying behaviour of PRIYAGOLD BISCUITSNAVNIRMAN INSTITUTE OF MANAGEMENT Page 42n= p x q (z/e)2= 0.80 x 0.20 (1.96/1.05)2= (0.16) (39.2)2= 0.76 x 156.64= 245.86so M = 250 unit are takenC.Sampling ProcedureWe use stratified random sampling method to find out sample size for respondent of varachha area.4.8 SCOPE OF THE STUDYAs per the consuls of surat city are very large so it is difficult to approach the wholecity so I select 250 respondents by using random sampling method from varachha.On the basis of my demographic area 250 sample of respondent we get answer like185 respondent are interested to buying the Priyagold biscuits on the basis of that we areknowing the customer buying behavior of priyagold biscuits.

4.9 LIMITATION OF THE STUDYThe research area is very limited so not cover whole population of surat city islimited only for varachha survey.Limit for project is only two month is 1stFebruary to 31stmarch 2012.Probability for getting some wrong information from respondent.Difficult to collect all true information for project in short term.

Consumer buying behaviour of PRIYAGOLD BISCUITSNAVNIRMAN INSTITUTE OF MANAGEMENT Page 43CHAPTER - 5ANALYSIS &FINDINGS

Consumer buying behaviour of PRIYAGOLD BISCUITSNAVNIRMAN INSTITUTE OF MANAGEMENT Page 4418565020406080100120140160180200R e s p o n d e n tPositive Response Nagetive ResponseAnswereSales wise classificationNo. of respondents5.1 ANALYSIS1. SALE WISE CLASSIFICATIONSales No. of respondents PercentagePositive Response 185 74.00%Negative Response 65 26.00%Total 250 100.00%Comment:Above chart indicate that 185 retailers are sale Priyagold Biscuits, and 65 are not salePriyagold biscuits.

Consumer buying behaviour of PRIYAGOLD BISCUITSNAVNIRMAN INSTITUTE OF MANAGEMENT Page 45141154971359652020406080100120140160R e s p o n d e n tO r a n g e M a n g e C o c on u t E l a c h i C h o c o l at e O t h e rFlavourFovour Wise Classification

Respondent2. FLAVOUR WISE CLASSIFICATIONFlavour Respondent PercentageOrange 141 20.89%Mange 154 22.81%Coconut 97 14.37%Elachi 135 20.00%Chocolate 96 14.22%Other 52 7.70%Total 675 100.00%Comments:Above chart indicate that 22.81% retailer sale biscuits in mango flavour, and 7.71%retailer sale biscuits in other flavour.


R e s p o n d e n tO r a n g eM a n g e Ot h e rFlavourClassification According to Customer Favorite FlavourRespondent3. CLASSIFICATION ACCORDING TO CUSTOMER’S FAVORITEFLAVOURFlavour Respondent PercentageOrange 44 23.78%Mange 48 25.95%Other 93 50.27%Total 185 100.00%Comments:Above chart indicate that 50.27% customers purchase biscuit in other flavour, and the23.78% customer purchase biscuit in orange flavour.

Consumer buying behaviour of PRIYAGOLD BISCUITSNAVNIRMAN INSTITUTE OF MANAGEMENT Page 47908960102030405060708090R e s p o n d e n tL e s s t h a n 5 y e a r 5 t o 1 0 o t h e rAge

Age wise ClassificationNo. of respondents4. AGE WISE CLASSIFICATIONAge No. of respondents PercentageLess than 5 year 90 48.65%5 to 10 89 48.11%other 6 3.24%Total 185 100.00%Comments :Above chart indicate that 90 customers are comes in less than 5 year age, and 89customers are comes in between 5 to 10 year age are comes for purchasing priyagold biscuit .

Consumer buying behaviour of PRIYAGOLD BISCUITSNAVNIRMAN INSTITUTE OF MANAGEMENT Page 48127553020406080100120140R e s p o n d e n t7 5 g m 1 5 0

g m o t he rPackage SizeClassification According to Packet SizeNo. of respondents5.CLASSIFICATION ACCORDING TO PACKET SIZEPacket Size No. of respondents Percentage75 gm 127 68.65%150 gm 55 29.73%other 3 1.62%Total 185 100.00%Comments:Above chart indicate that 127 customers purchase 75 gm. And the 55 customerspurchase 150 gm packet of priyagold biscuits

Consumer buying behaviour of PRIYAGOLD BISCUITSNAVNIRMAN INSTITUTE OF MANAGEMENT Page 4954458330102030405060708090R e s p o n d e n tDue to goodschemeFor AchiveMarket shareDue to gooddemandOther

CriteriaClassification Acording to differeant Purchasing CriteriaRespondent6.CLASSIFICATION ACCORDING TO DIFFERENT PURCHASINGCRITERIACriteria Respondent PercentageDue to good scheme 54 29.19%For Achieve Market share 45 24.32%Due to good demand 83 44.86%Other 3 1.62%Total 185 100.00%Comments:Above chart indicate that 44.86% retailer purchase priyagold biscuits due to highdemand of it, and 29.19% retailer purchase priyagold biscuits due to good scheme of it.

Consumer buying behaviour of PRIYAGOLD BISCUITSNAVNIRMAN INSTITUTE OF MANAGEMENT Page 5016322020406080100120140160180R e s p o n d e n tP r o p e r N ot P r o p e r

CriteriaDelivary wise classificationNo. of respondents7.DELIVERY WISE CLASSIFICATIONCriteria No. of respondents PercentageProper 163 88.11%Not Proper 22 11.89%Total 185 100.00%Comments:Above chart indicate that 163 retailer getting proper delivery of priyagold biscuits, and22 retailer not getting proper delivery of priyagold biscuits.

Consumer buying behaviour of PRIYAGOLD BISCUITSNAVNIRMAN INSTITUTE OF MANAGEMENT Page 511796020406080100120140160180R e s p o n d e n tA f f o r d a b l e N o n A f f o r d a b l eCriteriaPrice Wise classification

No. of respondents8.PRICE WISE CLASSIFICATIONCriteria No. of respondents PercentageAffordable 179 96.76%Non Affordable 6 3.24%Total 185 100.00%CommentsAbove chart indicate that 96.76% customers are satisfied with present price of priyagold biscuit, and 3.24% customers are not satisfied with present price of priyagoldbiscuit.

Consumer buying behaviour of PRIYAGOLD BISCUITSNAVNIRMAN INSTITUTE OF MANAGEMENT Page 5239146020406080100120140160R e s p o n d e n tN o t S a t i s f i e d S at i s f i e dCriteriaClassification According to distribution channel

No. of respondents9. CLASSIFICATION ACCORDING TO DISTRIBUTION CHANNELCriteria No. of respondents PercentageNot Satisfied 39 21.08%Satisfied 146 78.92%Total 185 100.00%Comments:Above chare indicate that 39 retailer are not satisfied with distribution channel, and146 retailer are satisfied with distribution channel.

Consumer buying behaviour of PRIYAGOLD BISCUITSNAVNIRMAN INSTITUTE OF MANAGEMENT Page 530102030405060708090R e s p o n d e n tL e s s t h a n 5 y e a r 5 t o 1 0 o t h e rAge

Flavour Vs Age ClassificationOtherMangoOrange10. FLAVOUR Vs AGE CLASSIFICATIONAge Orange Mango Other TotalLess than 5 year 30 27 33905 to 10 14 20 5589Other 0 1 56Total 44 48 93 185CommentsAbove chart indicate that 55 customers comes in 5 to 10 years age category who arepurchasing the other flavour of priyagold biscuits and 30 customers comes in less than 5 yearsage category who are purchasing priyagold biscuits in orange flavour.

Consumer buying behaviour of PRIYAGOLD BISCUITSNAVNIRMAN INSTITUTE OF MANAGEMENT Page 540102030405060708090R e s p o n d e n t

L e s s t h a n 5 y e a r 5 t o 1 0 o t h e rAgeAge Vs size of Packet ClassificationOther150 gm75 gm11. AGE VS PACKET SIZE CLASSIFICATIONAge 75 gm 150 gm Other TotalLess than 5 year 87 2 1905 to 10 40 49 089other 0 4 26Total 127 55 3 185CommentsAbove chart indicate that 49 customers comes in between 5 to 10 years age who arepurchasing 150 gm packet of priyagold biscuits.

Consumer buying behaviour of PRIYAGOLD BISCUITSNAVNIRMAN INSTITUTE OF MANAGEMENT Page 55020406080100120140R e s p o n d e n t

7 5 g m 1 5 0 g m o t h erPackage SizeCriteria Vs Size of Packet ClassificationOtherDemandMarket shareSchame12. CRITERIA VS SIZE OF PACKET CLASSIFICATIONPacket size Scheme Market share Demand Other Total75 gm 39 12 74 2127150 gm 15 31 8 155other 0 2 1 03Total 54 45 83 3 185CommentsAbove chart indicate the 74 retailers purchase 75 gm packet of priyagold biscuits dueto high demand of it.

Consumer buying behaviour of PRIYAGOLD BISCUITSNAVNIRMAN INSTITUTE OF MANAGEMENT Page 565.2 FINDINGS1.

50.27% customer favorite flavors are other like kajubadam, butter bite, elachi, jeera top etc.2.More customer comes in 5 to 10 year age which are purchase priyagold biscuits.3.Mostly customer prefer 75 gm packets of priyagold biscuits when they are comesfor purchase a biscuit.4.Due to high demand of priyagold biscuite retailer are purchase it.5.88.11% retailer get proper delivery of priyagold biscuits and 11.89% are not getproper delivery of priyagold biscuits.6.78.92% retailers satisfied with their distribution channel and 21.08% are notsatisfied with their distribution channel.7.22.81% retailer sale priyagold biscuits in mango flavour, 20% sales priyagoldbiscuits in elachi flavour, 20.89% retailer are sale priyagold biscuite in orangeflavour8.96.76% customers are satisfied with present price of priyagold biscuits, and3.24% customer are not satisfied. With present price of priyagold biscuits.9.78.92% retailer are satisfied with their distribution channel and 21.08% retailer arenot satisfied with their distribution channel.10.20 customers are comes in 5 to 10 years age who are purchase a priyagold biscuitsin mango flavour.11.49 customers comes in 5 to 10 year age who are purchase priyagold biscuits in 150gm packet.

Consumer buying behaviour of PRIYAGOLD BISCUITSNAVNIRMAN INSTITUTE OF MANAGEMENT Page 57CHAPTER- 6CONCLUSION&RECOMMENDATION

Consumer buying behaviour of PRIYAGOLD BISCUITSNAVNIRMAN INSTITUTE OF MANAGEMENT Page 586.1 CONCLUSIONAfter going thick on the thing, now time is to make a complete picture. While makinga product a SKU (Stock Keeping Unit) of the shop retailers think about the GMROI (GrossMargin Return On Investment) and they promote the brand which provide them highest.They expect return in the form of profit margin, company schemes, window display andreferences of the

shop. Among these, company schemes make the differences and are thehighest source of motivation after profit margin. Retailing demands a constant push from thecompany.Marketer needs to use advertising and brand building strategies to address thediscerning buyers and retail push to in different buyers. The manufacturer should understandconsumer behavior because retailers can't help quality and price. It is only up to dealers said itis demand they sell PRIYAGOLD 42% agree that at retail shop it is brand popularity, whichdetermine the purchase of biscuit.There is a greater needs to understand the retailer behavior considering them as a teamworking for the company may help them to be attached to the company. There should befeeling of belonging to the company in inner of the retailers. Setting values club for retailersso that they may exchange views with the company and help in understanding consumerbehavior.


6.2 RECOMMENDATIONS:Without suggestion any studies are not complete. Some suggestion are asfollow.Company have need to improve their distribution channel.Retailer wants to get credit period so company have need to give some creditperiod to their retailer.Some customer wants nitrogen packet in priyagold biscuits so biscuitsdurability become increase.Some customer wants tear system in priyagold biscuits like Parle G. biscuits.So company should give more attention on the above given suggestion whichmay in increase sale of priyagold biscuit in future.

Consumer buying behaviour of PRIYAGOLD BISCUITSNAVNIRMAN INSTITUTE OF MANAGEMENT Page 60CHAPTER-7BIBLIOGRAPHY

Consumer buying behaviour of PRIYAGOLD BISCUITSNAVNIRMAN INSTITUTE OF MANAGEMENT Page 61BibliographyBOOKSKotler Philip, Marketing Management, New Delhi,Prentice Hall Publication of India, 2004, pages referred from 102 to 105, 183-197.INTERNETwww.priyagold.comwww.google.com


BISCUITSNAVNIRMAN INSTITUTE OF MANAGEMENT Page 62CHAPTER-8ANNEXURE

Consumer buying behaviour of PRIYAGOLD BISCUITSNAVNIRMAN INSTITUTE OF MANAGEMENT Page 63QUESTIONAIRE(1)Do you sale the priyagold biscuits?YesNo(if the answer is yes then go to next)(2) In which flavor you sell priyagold biscuits?OrangeMangoCoconutElachiChocolate

Other(3) Which flavor isthe customer’s favorite ?Flavor in priyagold biscuitsOrangeMangoOther(4) Which age customers are mostly purchase priyagold biscuits?Less Then 5 years5 to 10 yearsother(5) Which size of packates the customers preferred many times?75 gm150 gmother(6)From whom you are purchasing the priyagold biscuits?company

wholesaler

Consumer buying behaviour of PRIYAGOLD BISCUITSNAVNIRMAN INSTITUTE OF MANAGEMENT Page 64(7) On which basis you would like to purchase priyagold biscuits From abovementioned answer?due to good scheamfor achive market sharedue to high demandothers(8) Are you getting the proper delivery of the product in regular time?yesno(9) Is the company/wholesaler give good credit period to you?

yesno(10) Is the price of priyagold biscuits affordable for customer?yesno(11) Are you want to make any improvement in your distributionchannel?yesno(12) If yes please specify__________________________________________ (13) Are you want to any extra feature to be add in the priyagold biscuits?yesno(14) if yes then please specify_____________________________________________

Consumer buying behaviour of PRIYAGOLD BISCUITSNAVNIRMAN INSTITUTE OF MANAGEMENT Page 65(15) Suggestion about priyagold biscuits if any_____________________________________________

of 65

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