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A STUDY ON CONSUMER BUYING BEHAVIOR ON BRITANNIA MARIE GOLD BISCUITS By G.PRAKASH (41502631064) Of SRM ENGINEERING COLLEGE A PROJECT REPORT Submitted to the FACULTY OF MECHANICAL ENGINEERING

In partial fulfillment of the requirements For the award of the degree Of MASTER OF BUSINESS ADMINISTRATION

ANNA UNIVERSITY CHENNAI- 600 025 JUNE, 2004

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

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ABSTRACT Every organization envisioned at maximizing the productivity and the profit never fails to show immense interest on knowing their customer requirements. Fulfilling the needs and satisfying the customers becomes very much essential, since a satisfied customer becomes an unpaid advertisement for the company. It is equally important to satisfy the dealers and retailers if the company is in the business of Fast Moving Consumer Goods. This project is a study on consumer buying behavior on Britannia Marie gold biscuits. Through this study work, major brand leaders in the market, the reason for which a particular brand is preferred and the satisfaction level are identified. A questionnaire was set containing appropriate questions and survey was made on 200 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 the brand due to high consumer preference and brand image .They are satisfied services provided by the company. So the company must improve the quality of their products and by making good relationship with the customers to increase its market share. ACKNOWLEDGEMENT I am very indebted to the Chairman, Thiru.T.R.Pachamuthu, the Principal Dr. Venkatramani, , the Head of the Department Dr. Jayashree Suresh M.B.A, Ph.D, and the staffs of the Department of Management Studies, S.R.M. Institute of management for giving me valuable suggestions in carrying out this project. I wish to thank my lecturer Mr. T.Ramachandran M.com, M.Phil M.B.A, for guiding me to take up the project and for enthusiasm shown towards this project. His effort in establishing a methodical work routing has lead to the successful completion of the project. I am extremely thankful to Mr.Senthil Ramaswamy Deputy General Manager Sales(Chennai City) KALYANI AGENCIES[AUTHORISED WHOLESALERS FOR : BRITANNIA INDUSTRIES LTD ], for having given me opportunity to associate myself with the Organisation. Last but not least, I would like to thank my friends and parents for just being there whenever I needed their support. (PRAKASH.G)

LIST OF CONTENT CHAPTER NO TITLE CHAPTER-1 1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8 INTRODUCTION PROFILE OF BISCUIT INDUSTRY COMPANY PROFILE PRODUCT PROFILE OBJECTIVES SCOPE OF THE STUDY REVIEW OF LITERATURE LIMITATIONS CHAPTER 2 2.1 2.2 2.3 2.4 2.5 2.6 2.7 2.8 RESEARCH METHODOLOGY RESEARCH DESIGN DATA COLLECTION METHODS SAMPLING SCHEME QUESTIONNAIRE DESIGN STATISTICAL TOOLS USED FOR ANALYSIS ANALYSIS AND INTERPRETATION STATISTICAL TEST 19 19 20 23 24 25 26 47 1 3 5 7 8 9 10 18 PAGE NO

CHAPTER-3 3.1 3.2 3.3 3.4 3.5 FINDINGS SUGGESTION CONCLUSION APPENDIX BIBLIOGRAPHY 52 53 55 56 58

Table No. 2.7.1 2.7.2 2.7.3 2.7.4 2.7.5 2.7.6 2.7.7 2.7.8 2.7.9 2.7.10 2.7.11 2.7.12 2.7.13 2.7.14

Titles Classification on the basis of gender Classification on the basis of age Classification of occupation Awareness about Britannia Marie gold biscuits Mode of awareness about Britannia Marie gold biscuits Whether they buy Britannia Marie gold biscuits Reason for buying Britannia Marie gold biscuits No of packs do they buy in one month Opinion about the price of the biscuits Whether they are interested to buy with current price Ratings of the opinion that attracts the customers to buy the biscuit Ratings of the factors which influence them the choice of biscuits The frequency of purchase of biscuits Ratings of the various features of Britannia Marie gold biscuits with respect to taste

Page No. 26 27 28 29 30 31 32 33 34 35 36 37 38 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 2.7.21

Pack size preferred in buying Britannia Marie gold biscuits Whether Britannia Marie gold biscuits are easily available

45 46

Chart No. 2.7.1 2.7.2 2.7.3 2.7.4 2.7.5 2.7.6 2.7.7 2.7.8 2.7.9 2.7.10 2.7.11 2.7.12 2.7.13 2.7.14

Titles Classification on the basis of gender Classification on the basis of age Classification of occupation Awareness about Britannia Marie gold biscuits Mode of awareness about Britannia Marie gold biscuits Whether they buy Britannia Marie gold biscuits Reason for buying Britannia Marie gold biscuits No of packs do they buy in one month Opinion about the price of the biscuits Whether they are interested to buy with current price Ratings of the opinion that attracts the customers to buy the biscuit Ratings of the factors which influence them the choice of biscuits The frequency of purchase of biscuits Ratings of the various features of Britannia Marie gold biscuits with respect to taste

Page No. 26 27 28 29 30 31 32 33 34 35 36 37 38 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 2.7.21

Pack size preferred in buying Britannia Marie gold biscuits Whether Britannia Marie gold biscuits are easily available

45 46

CHAPTER 1 1.1 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 producers 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. 2. 3. 4. Decision making in the market place. Changes in attitudes & behavior of consumers. Influence of time & uncertainty. Studies of group belonging.

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 consumers 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 smallscale 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) BAKEMANS BRITANNIA INDUSTRIES LIMITED KELLOGS KWALITY NUTRINE (SARA LEE) PARLE SMITHKLINE BEECHAM

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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 everyones 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.

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BIL have reduced their exports. They export only biscuits to Russia and other African countries. In 1998, companys 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) Jacobs thin Jim Jam Little Hearts Mango cream Marigold Milk Bikies

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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.

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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.

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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 todays 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.

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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 companys 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.

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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 customers 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 reve nues 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.

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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 services 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.

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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:

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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 producers 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, its being introduced at the conception or a promotion campaign.

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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.

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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.

Datas 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 i s 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

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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. 2. 3. Survey Observation 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

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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.

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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 was complete chennai Lanson Toyota showroom. b) SELECTION OF THE SAMPLE SIZE: Since the population is large, to anlayze the customer perception towards the service quality a sample of 300 is selected. The customer was selected on the basis of convenience sampling technique. 2.5 QUESTIONNAIRE DESIGN The required information was collected through a well-structured questionnaire. 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 a structured 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:

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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 H1 : Samples are randomly chosen : Samples are not randomly chosen

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2.7 ANALYSIS & INTERPRETATION TABLE 2.7.1 CLASSIFICATION ON THE BASIS OF GENDER NO OF RESPONDENTS 148 52 200 PERCENTAGE (%) 74 26 100

S.NO 1. 2.

GENDER MALE FEMALE TOTAL

SOURCE: PRIMARY DATA INFERENCE: Most of the respondents are male in the classification

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TABLE 2.7.2 CLASSIFICATION ON THE BASIS OF AGE S.N O 1. 2. 3. >20 21 30 31 40 TOTAL PERCENTAGE (%) 50 33 17 100

AGE

NO OF RESPONDENTS 100 66 34 200

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

60

NO. OF RESPONDENTS

50
50 40

33 17

30

20

10

0 >20 21 30 31 40

AGE

TABLE 2.7.3 CLASSIFICATION OF OCCUPATION

S.NO 1 2 3 4 5

OCCUPATION STUDENT EMPLOYEE BUSINESS PROFESSIONAL HOUSEWIFE TOTAL

NO. OF RESPONDENTS 80 40 20 14 46 200

PERCENTAGE (%) 40 20 10 7 23 100

SOURCE: PRIMARY DATA INFERENCE: Most of the consumers are Students and Housewife

CHART 2.2.3CLASSIFICATION OF OCCUPATION 80 NO. OF RESPONDENTS 70 60 50 40 30 20 10 0 STUDENT PROFESSIONAL 20 14 40 46 80

OCCUPATION

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TABLE 2.7.4 AWARENESS ABOUT BRITANNIA MARIE GOLD BISCUITS PERCENTAGE (%) 100 100

S.NO 1. 2.

AWARENESS YES NO TOTAL

NO OF RESPONDENTS 200 200

SOURCE: PRIMARY DATA INFERENCE: All the respondents are aware of Britannia Marie Gold Biscuits CHART 2.2.4 AWARENESS ABOUT BRITANNIA MARIE GOLD BISCUITS

NO 0%

YES 100%

YES

NO

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TABLE 2.7.5 MODE OF AWARENESS ABOUT BRITANNIA MARIE GOLD BISCUITS S.NO 1. 2. 3. 4. MODE SHOPS ADVERTISEMENT FRIENDS OTHERS TOTAL NO OF RESPONDENTS 15 90 75 20 200 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.
CHART2.2.5 MODE OF AWARENESS ABOUT BRITANNIA MARIE GOLD BISCUITS

PERCENTAGE (%) 7.5 45 37.5 10 100

90 90 75 80 70 60 50 40 30 15 20 10 0 SHOPS ADVERTISEMENT FRIENDS OTHERS

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TABLE 2.7.6 SHOWING WHETHER THEY BUY BRITANNIA MARIE GOLD BISCUITS PERCENTAGE (%) 80 20 100

S.NO 1. 2. YES NO

OPTIONS

NO OF RESPONDENTS 160 40 200

TOTAL

SOURCE: PRIMARY DATA INFERENCE: From the table it is seen that most of the respondents buy Britannia Marie Gold Biscuits while few of them dont buy Britannia Marie Gold Biscuits CHART 2.2.6 WHETHER THEY BUY BRITANNIA MARIE GOLD BISCUITS

20%

80%

YES

NO

TABLE 2.7.7 REASON FOR BUYING BRITANNIA MARIE GOLD BISCUITS PERCENTAGE (%) 55 22 9 6 8 100

S.NO 1. 2. 3. 4. 5.

REASON TASTE QUALITY LESS PRICE QUANTITY PACKAGE TOTAL

NO OF RESPONDENTS 110 44 18 12 16 200 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. CHART 2.2.7 REASON FOR BUYING BRITANNIA MARIE GOLD BISCUITS
120 110

100

80

60 44 40 18 20 12 16

0 TASTE QUALITY LESS PRICE QUANTITY PACKAGE

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TABLE 2.7.8 TABLE SHOWING NO OF PACKS DO THEY BUY IN ONE MONTH S.NO 1. 2. 3. 4. 5. 1 3 5 7 10 TOTAL NO. OF PACKS NO OF RESPONDENTS 35 81 47 32 5 200 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 NO OF RESPONDENTS 100 80 60 40 20 0 ONE THREE FIVE SEVEN TEN NO OF PACKS TABLE 2.7.9 OPINION ABOUT THE PRICE OF THE BISCUITS 35 47 32 5 PERCENTAGE (%) 17.5 40.5 23.5 16 2.5 100

81

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S.NO 1. 2. 3.

OPINION REASONABLE COSTLY CHEAP TOTAL

NO OF RESPONDENTS 148 33 19 200

PERCENTAGE (%) 74 16.5 9.5 100

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.
CHART 2.2.9 OPINION ABOUT THE PRICE OF THE BISCUITS

160 140 120 100 80 60

148

33 40 20 0 REASONABLE COSTLY CHEAP 19

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TABLE 2.7.10 TABLE SHOWING WHETHER THEY ARE INTERESTED TO BUY WITH CURRENT PRICE PERCENTAGE (%) 54 46 100

S.NO 1. 2. YES NO

OPINION

NO OF RESPONDENTS 108 92 200 SOURCE: PRIMARY DATA

TOTAL

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

NO 46%

YES 54%

YES

NO

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TABLE 2.7.11 RATINGS OF THE OPINION THAT ATTRACTS THE CUSTOMERS TO BUY THE BISCUIT NO OF RESPONDENTS S.NO 1. 2. 3. 4. 5. FACTORS 1 QUALITY PRICE PACKAGING FLAVOUR AVAILABILITY 61 49 37 25 22 2 34 52 49 19 37 3 25 37 70 28 40 4 37 46 31 58 52 5 43 16 13 70 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 the last

CHART 2.7.11

35 30 NO OF 25 20 RESPON 15 DENTS 10 5 0 FACTORS

QUALITY PRICE PACKAGING FLAVOR AVAILABLITY 3-D Column 6

TABLE 2.7.12 RATINGS OF THE FACTORS WHICH INFLUENCE THEM THE CHOICE OF BISCUITS S.N O 1 2 3 4 5 6 7 FACTORS 1 ADVERTISEMENTS ATTRACTIVE PACKING BRAND IMAGE FREE GIFTS PRICE QUALITY QUANTITY 72 12 57 17 12 18 12 2 15 12 82 22 22 17 28 NO OF RESPONDENTS 3 22 18 22 17 22 87 22 4 22 92 17 27 38 22 17 5 28 27 7 37 77 12 17 6 22 22 8 12 17 27 87 7 19 17 7 68 12 17 17

SOURCE: PRIMARY DATA 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.
ADVERTISEMENT S PACKAGE BRAND IMAGE FREE GIFTS PRICE FACTORS QUALITY QUANTITY

2.7.12
50 40 NO OF 30 RESPONDE 20 NTS 10 0

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TABLE 2.7.13 TABLE SHOWING THE FREQUENCY OF PURCHASE OF BISCUITS

S.NO 1 2 3 4 5

FREQUENCY DAILY WEEKLY FORTNIGHTLY MONTHLY OCCASIONALLY TOTAL

NO OF RESPONDENTS 54 66 40 28 12 200

PERCENTAGE (%) 27 33 20 14 6 100

SOURCE: PRIMARY DATA INFERENCE: Most of the consumers frequency of purchase of biscuits are weekly and next comes fortnightly.

160

140

120

100 Series1 80

60

40

20

0 REASONABLE COSTLY CHEAP

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TABLE 2.7.14 RATINGS OF THE VARIOUS FEATURES OF BRITANNIA MARIE GOLD BISCUITS WITH RESPECT TO TASTE S.N O 1. 2. 3. 4. 5. OPINION HIGHLY SATISFIED SATISFIED AVERAGE DISSATISFIED HIGHLY DISSATISFIED TOTAL NO OF RESPONDENTS 74 92 14 20 200 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. PERCENTAGE (%) 37 46 7 10 100

BISCUITS RESPECT TO TASTE

50 40 30 NO OF RESPONDENTS 20 10 0 RATING HIGHLY SATISFIED SATISFIED AVERAGE DISSATISFIED HIGHLY DISSATISFIED

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TABLE 2.7.15 RATINGS OF THE VARIOUS FEATURES OF BRITANNIA MARIE GOLD BISCUITS WITH RESPECT TO PRICE

S.NO 1. 2. 3. 4. 5.

OPINION HIGHLY SATISFIED SATISFIED AVERAGE DISSATISFIED HIGHLY DISSATISFIED TOTAL

NO OF RESPONDENTS 25 98 32 35 10 200 SOURCE: PRIMARY DATA

PERCENTAGE (%) 12.5 49 16 17.5 5 100

INFERENCE: From the table it is seen that most of the respondents are satisfied with the price of the Britannia Marie Gold Biscuits.
CHART 2.2.15 RATINGS OF THE VARIOUS FEATURES OF BRITANNIA MARIE GOLD BISCUITS WITH RESPECT TO PRICE

98
100 90 80 70 60 50 40 30 20 10 0 HIGHLY SATISFIED SATISFIED AVERAGE DISSATISFIED HIGHLY DISSATISFIED

32 25

35

10

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TABLE 2.7.16 RATINGS OF THE VARIOUS FEATURES OF BRITANNIA MARIE GOLD BISCUITS WITH RESPECT TO QUALITY S.NO 1. 2. 3. 4. 5. OPINION HIGHLY SATISFIED SATISFIED AVERAGE DISSATISFIED HIGHLY DISSATISFIED TOTAL NO OF RESPONDENTS 35 108 32 25 200 SOURCE: PRIMARY DATA INFERENCE: From the table it is seen that most of the respondents are satisfied with the quality of Britannia Marie gold PERCENTAG E (%) 17.5 54 16 12.5 100

CHART 2.2.16 RATINGS OF THE VARIOUS FEATURES OF BRITANNIA MARIE GOLD BISCUITS WITH RESPECT TO QUALITY
120

108

TABLE 2.7.17 RATIN GS OF THE VARIO

100

80

60 35 40

32 25

US
0

20

FEATU RES OF

0 HIGHLY SATISFIED SATISFIED AVERAGE DISSATISFIED HIGHLY DISSATISFIED

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BRITANNIA MARIE GOLD BISCUITS WITH RESPECT TO PACKAGE S.NO 1. 2. 3. 4. 5. OPINION HIGHLY SATISFIED SATISFIED AVERAGE DISSATISFIED HIGHLY DISSATISFIED TOTAL NO OF RESPONDENTS 70 92 18 20 200 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
100 80 60 40 20 0 92 70 18 HIGHLY SATISFIED SATISFIED AVERAGE 20 0 DISSATISFI ED HIGHLY DISSATISFI ED

PERCENTAGE (%) 35 46 9 10 100

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TABLE 2.7.18 RATINGS OF THE VARIOUS FEATURES OF BRITANNIA MARIE GOLD BISCUITS WITH RESPECT TO BRAND IMAGE S.NO 1. 2. 3. 4. 5. OPINION HIGHLY SATISFIED SATISFIED AVERAGE DISSATISFIED HIGHLY DISSATISFIED TOTAL NO OF RESPONDENTS 20 78 16 60 26 200 SOURCE: PRIMARY DATA INFERENCE: From the table it is seen that most of the respondents are satisfied with the brand image of the Britannia Marie Gold
CHART 2.2.18 RATINGS OF THE VARIOUS FEATURES OF BRITANNIA MARIE GOLD BISCUITS WITH RESPECT TO BRAND IMAGE

PERCENTAGE (%) 10 39 8 30 13 100

HIGHLY SATISFIED

SATISFIED

AVERAGE

DISSATISFIE D

Biscuits.

HIGHLY DISSATISFIE D

100 80 60 40 20 0

78 60 20 16 26

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TABLE 2.7.19 RATINGS OF THE VARIOUS FEATURES OF BRITANNIA MARIE GOLD BISCUITS WITH RESPECT TO OTHERS

S.NO 1. 2. 3. 4. 5.

OPINION HIGHLY SATISFIED SATISFIED AVERAGE DISSATISFIED HIGHLY DISSATISFIED TOTAL

NO OF RESPONDENTS 6 132 60 2 200 SOURCE: PRIMARY DATA

PERCENTAGE (%) 3 66 30 1 100

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
140 132 120 100 80 60 40 20 6 0 HIGHLY SATISFIED SATISFIED AVERAGE 2 DISSATISFIED 0 HIGHLY DISSATISFIED 60

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TABLE 2.7.20 TABLE SHOWING PACK SIZE PREFERRED IN BUYING BRITANNIA MARIE GOLD BISCUITS

S.N O 1. 2. 3.

PACK SIZE 100 GM 200 GM 400 GM TOTAL

NO. OF RESPONDENTS 52 114 34 200

PERCENTAGE (%) 26 57 17 100

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 120 100 80 60 40 20 0 114

52 34

100 GM

200 GM

400 GM

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TABLE 2.7.21 TABLE SHOWING WHETHER BRITANNIA MARIE GOLD BISCUITS ARE EASILY AVAILABLE

S.NO 1. 2.

OPINION YES NO TOTAL

NO OF RESPONDENTS 140 60 200 SOURCE: PRIMARY DATA

PERCENTAGE (%) 70 30 100

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

30%

70%

YES

NO

2.8 STATISTICAL TEST 2.8.1 WEIGHTED AVERAGE METHOD RATINGS OF THE OPINION THAT ATTRACTS THE CUSTOMERS TO BUY

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THE BISCUIT NO OF RESPONDENTS S.NO 1. 2. 3. 4. 5. FACTORS 1 QUALITY PRICE PACKAGIN G FLAVOUR AVAILABIL ITY 61 49 37 25 22 2 34 52 49 19 37 3 25 37 70 28 40 4 37 46 31 58 52 5 43 16 13 70 49 126.6 134.4 133.2 94.2 106.2 III I II V IV AVERAGE RANK

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 FACTORS ADVERTISEM ENTS ATTRACTIVE PACKING BRAND IMAGE FREE GIFTS PRICE QUALITY QUANTITY NO OF RESPONDENTS 1 72 12 57 17 12 18 12 2 15 12 82 22 22 17 28 3 22 18 22 17 22 87 22 4 22 92 17 27 38 22 17 5 28 27 7 37 77 12 17 6 22 22 8 12 17 27 87 7 19 17 7 68 12 17 17 134.1 108.0 159.0 92.4 107.9 122.6 96.0 II IV I VII V III VI Average Rank

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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 BISCUITS ARE EASILY AVAILABLE PERCENTAGE (%) 70 30 100

S.NO 1. 2. YES NO

OPINION

NO OF RESPONDENTS 140 60 200 SOURCE: PRIMARY DATA

TOTAL

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 = 30

Q = Percentage showing Britannia Marie Gold Biscuits are not easily available

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SE

= SQRT [(2100) / 100] = 4.58

Confidence Interval

= P (S.E * Z @ 95 %) = 70 (4.58 * 1.64) = 62.49 to 77.51

(Equation 2.2)

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 H1 : Samples are randomly chosen : Samples are not randomly chosen

TABLE SHOWING WHETHER THEY BUY BRITANNIA MARIE GOLD BISCUITS

S.NO 1. 2. YES NO

OPTIONS

NO OF RESPONDENTS 160 40 200

PERCENTAGE (%) 80 20 100

TOTAL

No of runs r n1 n2 r =

= 50 = 160 = 40 ( 2n1 n2 / n1 + n2 ) + 1 (Equation 2.3)

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=
2

65 2n1 n2 (2n1 n2 n1 n2 ) / (n1 + n2 ) 2 (n1 + n2 1) 20.26 20.26 4.50 + 2.58 76.61 - 2.58 53.39 (Equation 2.6) (Equation 2.5) (Equation 2.4)

= =

= =

Upper Limit

= =

Lower Limit

= =

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.

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v 80% of the respondents buy Britannia Marie Gold biscuits and while few of them dont 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.

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3.2 SUGGESTIONS 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. The company may advertise by television, newspaper & hoardings etc. The company may advertise to create awareness regarding the nutrients included in the biscuits. The company may provide samples to the customers. The company may provide some consumer offer to the customer. The company may introduce new products the would help the customers for their taste. Mostly respondents suggested for reduction of prices Give different shapes, which will be new & will be attractive for children Introduce new products, which can be meant for occasions 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.

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3.4 APPENDIX QUESTIONNAIRE 1. Name : 2. Sex: Male o o 21 30 o o Female o o o o o

3. Age:

<20

31 40

>41

4. Occupation: Student o Housewife o

Employee Others o

Business

Professional

5. Are you aware of Britannia Marie gold biscuits? Yes o No o

6. How did you come to know about Britannia Marie Gold? Through Shops o Advertisements o Friends Others 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 Package o 9. How many packs do you buy in one monh? 1 o 3 o 5 o 7 o o

10 o

10. What is your opinion about the price of the biscuits? Reasonable o Costly o Cheaper 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 o Availability o 13. Rank the factors that influence you in selecting Britannia Marie Gold biscuit? Advertisement o Attractive Packing o Brand Image o Free Gifts o Price o Qualityo Quantity o

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14. How often do you purchase Britannia Marie Gold biscuits? Daily o Weekly o Fortnightly o Occasionally o

Monthly

15. Indicate your level of satisfaction of the various factors of Britannia Marie Gold biscuits FACTORS Price Quality Packaging Brand 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 Highly Satisfied Satisfied Neither Satisfied nor Dissatisfied Dissatisfied Highly Dissatisfied

3.5 BIBLIOGRAPHY TEXT BOOKS Philip Kotler : Marketing Management (Millennium edition), Prentice Hall of India (P) Ltd., New Delhi 2001. Aakar, Day and Kumar, Essentials of Marketing Research, John Wiley & Sons 2001. Richard I.Levin and David S.Rubin, Statistics for Management, 7th Edition, S.P.Gupta Statistical Methods 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

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