Declaration

I, Gyanendra Nath Singh, hereby declare that this research project entitled
Evaluation of marketing strategy of Priyagold biscuits in Ghazipur ity! has been
prepared by me under the supervision of "r# $i%ay &umar Pandey#
This research project report is my bonafide work and has not been submitted in
any form to any University or Institute for the award of any degree or diploma prior to
the under mentioned date. I bear the entire responsibility of submission of this project
report.
'( )pril, *(++ Gyanendra Nath Singh
BBA
th
!emester
"epartment of Business Administration
Technical #ducation $ %esearch Institute
&.'. (ollege, 'ha)ipur
*
)&N,-.EDGE"EN/
I take the opportunity to e+press my profound sense of gratitude and respect to all
those who helped through out the duration of project.
,irst and most I like to e+press my heartfelt thanks to my internal guide
"r# $i%ay &umar Pandey for her encouragement and e+pert guide. -er helped during
the research project was very valuable.
I would like to e+press my unfeigned thanks to 0ead# Department of 1usiness
)dministration, "r# 2ahul )nand Singh for giving me inspiration and constructive
suggestion during the completion of this project.
I would also like to say thanks to consumers and retailers with whom this project
could not be competed. They give their valuable time to fill my .uestionnaire.
I would also like to say thanks to other faculty members who helped me during
this research project.
A special words of thanks to my colleagues who worked together with me for
collecting the data from various source.
I am thankful to my family especially my mother who/s support is always with
me. And finally I want to thanks all those people whose name is not mentioned here.
Gyanendra Nath Singh
11) 3
th
Sem#
0
P2E4)E
The first real insight of an organi)ation for management student comes only
during his preparation of project work because student first interacts with real practical
work. This is first introduction to industry and its working. This project work synthesi)e
the theoretical concept learn in the class room and its practical orientation in
organi)ation.
1
In my project I have studied the Evaluation of marketing strategy of
Priyagold biscuits in Ghazipur ity!.
This research report has five chapters and each chapter has its own importance.
Together they show the entire picture of consumer behavior towards to famous brand of
biscuits.
The ,irst chapter deals with the introduction of the topic, which describes the
product and its history. It also describes the profile and history of &riyagold (ompany.
In first chapter I have mentioned the various biscuit products of &riyagold. This
chapter also describes the organi)ational structure of both the organi)ation. The objective
and need of research is also mentioned in section of project work.
The !econd chapter deals with research methodology. The process of carrying out
the whole research problem is defined in it. It contains information about the objectives
of the research, methods of data collection, sampling and sample design.
Third chapter is data analysis and interpretation. This is the most important
section of the project work. This section contains the analysis of all the data collected so
far and they are interpreted to produce the final conclusion. It contains all the tables and
charts which depicts the result.
(hapter four contains the finding and recommendation of the research. This sis
based on the data analy)ed and interpreted in the previous chapter. This is the most
important section of the research report for a report is evaluated on the validity ad
correctness of findings.
(hapter five depicted conclusion which concludes the whole report, that is, gives
a brief description of the process employed so far. And later chapters contain

bibliography which describes the list of sources from where the matter and information is
collected. It contains the list of books, authors, web sits use etc.
2
5ntroduction
5ntroduction
The Biscuit market in India is estimated to be *.1 million tons per annum valued at %s. 13
billion. The market has been growing 456 7 per annum. &er (apita consumption of
biscuit in India is appro+imately *.2 8.'. and it has vary huge potential of growth.
Biscuit industry was treated as small scale industry up to *336 which was disadvantage
for large investors. In India Britannia and &arle are the major share holders of Biscuit
market. &arle commands a 9 per cent market share in the %s 12 billion biscuit markets
4
in India. Britannia has maintained market leadership with 97 volume share and : 7
value market share. ;ther organi)ed domestic players like Brakeman/s, &riya, 8wality,
(hampion etc and <ultinationals like !mith8line, !aralee, -ein) , =astle and United
Biscuits.
Britannia is the largest manufacturer, market leader in organi)ed biscuit and bakery
product market in India. Biscuit contribute to more than :97 of Britannia/s total
turnover. ;ther products include bread and cakes. Britannia diversified into dairy
products in *336 with processed cheese and dairy whitener. >ith was e+tended with
launch of butter, flavored milk.
The other global biscuit brands include ;reo from =abisco and <c?ities from U85based
United Biscuits among others. According to ;%'5<A%' reports, &arle ' commands a
good 42 per cent market share in the domestic biscuit market. The glucose biscuits
category in India is estimated at %s *2 billion. The &arle ' brand faces competition from
Britannia@s Tiger brand of biscuits.
The company@s flagship brand, &arle ', contributes more than 29 per cent to the
company@s total turnover. The other biscuits in the &arle &roducts/ basket include
<onaco, 8rack Aack, <arie, -ide n !eek, (heeslings, Aeffs, !i+er and ,un (entre.
The entries of <=(/s have not posted a different thereat to both company as theses
<=(/s have positioned their brand in premium segment. Both the company are
aggressive in new launches and marketing during last two year anticipating the
competition. Britannia has also ac.uired 8wality Biscuits, gaining a strong foothold in
6
the southern market, #ffective and innovating advertising strategy has helped Britannia to
boost their top line growth.
A brand is a collection of e+periences and associations connected with a service, a
person or any other entity.Brands have become increasingly important components of
culture and the economy, now being described as Bcultural accessories and personal
philosophiesB.
!ome people distinguish the psychological aspect of a brand from the e+periential aspect.
The e+periential aspect consists of the sum of all points of contact with the brand and is
known as the brand e6perience. The psychological aspect, sometimes referred to as the
brand image, is a symbolic construct created within the minds of people and consists of
all the information and e+pectations associated with a product or service.
&eople engaged in branding seek to develop or align the e+pectations behind the brand
e+perience Csee also brand promiseD, creating the impression that a brand associated with
a product or service has certain .ualities or characteristics that make it special or uni.ue.
A brand is therefore one of the most valuable elements in an advertising theme, as it
demonstrates what the brand owner is able to offer in the marketplace. The art of creating
and maintaining a brand is called brand management.
(areful brand management, supported by a cleverly crafted advertising campaign, can be
highly successful in convincing consumers to pay remarkably high prices for products
which are inherently e+tremely cheap to make. This concept, known as creating value,
essentially consists of manipulating the projected image of the product so that that the
:
consumer sees the product as being worth the amount that the advertiser wants himEher to
see, rather than a more logical valuation that comprises an aggregate of the cost of raw
materials, plus the cost of manufacture, plus the cost of distribution. <odern value5
creation branding5and5advertising campaigns are highly successful at inducing consumers
to pay, for e+ample, 29 dollars for a T5shirt that cost a mere 29 cents to make, or 2 dollars
for a bo+ of breakfast cereal that contains a few cents@ worth of wheat.
A brand which is widely known in the marketplace ac.uires brand recognition. >hen
brand recognition builds up to a point where a brand enjoys a critical mass of positive
sentiment in the marketplace, it is said to have achieved brand franchise. ;ne goal in
brand recognition is the identification of a brand without the name of the company
present. ,or e+ample, "isney has been successful at branding with their particular script
font Coriginally created for >alt "isney@s BsignatureB logoD, which it used in the logo for
go.com.
(onsumers may look on branding as an important value added aspect of products or
services, as it often serves to denote a certain attractive .uality or characteristic Csee also
brand promiseD. ,rom the perspective of brand owners, branded products or services also
command higher prices. >here two products resemble each other, but one of the products
has no associated branding Csuch as a generic, store5branded productD, people may often
select the more e+pensive branded product on the basis of the .uality of the brand or the
reputation of the brand owner.
3
*9
,"P)N7 P2,45.E
8P257)G,.D9
5ntroduction on Priyagold biscuit:
Surya 4ood ; )gro .td# <as incorporated in November +==* and commenced its
commercial operations of manufacturing ; selling of biscuits under brand
Priyagold! in ,ctober +=='. ;ver a period, we have established strong manufacturing
**
capabilities and have invested substantially in developing consumer preference for our
products. ;ur trademarks E brands F0a> Se "aangoG $ FPriyagoldG have emerged as
one of the most powerful brands in the ,<(' sector. >e are committed to invest in
brands, manufacturing capabilities, deliverables and distribution strength.
>e have three plants located in 'reater =oida, Hucknow $ !urat. >e also outsource
some of our re.uirements to another plant located in -yderabad. ;ur capacities have
reached *,29,999 <T p.a., which along with strong brand building and distribution
capabilities have enabled us to command a si)able market share in the biscuit market
despite competition from well5established players in the industry.
After establishing our foothold in biscuit industry, we continued to adopt strategy to
identify and commerciali)e profitable growth opportunities by leveraging established
brand and distribution network. ,ollowing this strategy, <e diversified into
manufacturing of fruit %uices! through our <holly o<ned subsidiary Surya 4resh
4oods .td#! in ?anuary *((@#The manufacturing facility is located at 'reater =oida,
U.&. >e have consciously invested in creating markets for fruit juices and have
established brands such as F4resh GoldG $ F/reatG.
Both the brands are also well established and have penetrated into the fruit juice market
aggressively by commanding considerable market share. >e have also forayed into the
aerated fruit drink segment with the launch of F4resh 4izzy.G
>e are also aggressively marketing our products in institutional category. &resently our
products vi). biscuits and fruit juices are supplied to Airlines, -otels, %ailways, (anteens
!tores "epartment C(!"D and organi)ed retail outlets.
*0
-e are also diversifying into manufacturing of chocolate and toffee ; candy!
through our <holly o<ned subsidiary Surya Processed 4ood Pvt# .td#! at
0arid<ar, Attarakhand, where various fiscal benefits are available.
;ur strategy of strengthening the brands especially the umbrella brand F&riyagoldG has
resulted in creating immense brand recall value. >e are continuing with our effort of
strengthening the brand with a scientific approach, which will result in growth of
customer base, price premium, consumer loyalty which is e+pected to result in increased
earning and ultimately enhancing enterprise value of our company.
ompany )<ards
*1
*
Priyagold Product
"agic Gold
*2
)vailable in:
75g, & 150g packs
<agic 'old is a perfect blend of milk $ butter to give you the real crisp and taste.
It is full of calcium $ minerals to provide you good health. !o, taste the genuine magic
with &riyagold/s <agic 'old.
>heat ,lour, !ugar, #dible %efined -ydrogenated ?egetable ;ils C&alm oilE!oya
bean ;ilE(otton seed oil and !esame oilD, Hi.uid 'lucose, Invert !yrup, !weetened
(ondensed <ilk, Heavening Agents CAmmonium Bi (arbonate $ !odium BicarbonateD,
Iodi)ed !alt, !oya lecithin, &ermitted #mulsifiers C"atem, "iacetyl Tartaric Acid, #ster
of <ono "igly (eridesD, (ontains Added ,lavors.
1ourbon 1iscuits
*4
+((g, ; *((g packs
A delectable combination of chocolate biscuit and chocolate cream, Bourbon is a
perfect e+perience for those who treasure taste. (hocolate connoisseurs, enjoyI.
>heat ,lour, #dible %efined -ydrogenated ?egetable ;ils C&alm ;ilE !oya Bean
;ilE (otton !eed ;il And !esame ;ilD, !ugar, !weetened (ondensed <ilk, Butter,
Hi.uid 'lucose, Invert !yrup, Heavening Agents CAmmounium Bi5(arbonate $ !odium
Bi5(arbonateD, &rocessed (heese, Iodised !alt, "ough (onditioners C!odium <eta Bi
!ulphiteD, <ono Acid (alcium &hosphate, (ontains Added ,lavours.
oconut runch 1iscuits:
*6
(oconut (runch is the perfect combination of coconut, butter and flour which
makes the biscuit real crunchy and tasty. !o, to taste the buttery coconut, have a bite of
&riyagold/s (oconut (runch.
>heat ,lour, !ugar, #dible %efined -ydrogenated ?egetable ;ils C&alm oilE!oya
bean ;ilE(otton seed oil and !esame oilD, "essicated (oconut &owder, Hi.uid 'lucose,
Invert !yrup, !weetened (ondensed <ilk, Heavening Agents CAmmonium Bi (arbonate
$ !odium BicarbonateD, Iodi)ed !alt, !oya lecithin, &ermitted #mulsifiers C"atem,
"iacetyl Tartaric Acid, #ster of <ono "igly (eridesD, "ough (onditioners C!odium
<eta Bi !ulphiteD, (ontains Added ,lavors.
Snacks Big Bag 1iscuits:
*:
&riyagold/s !nacks Jig Jag allows you to e+perience the ultimate topping biscuit.
=ow, your biscuit will turn your wish true, as make it pi))a, burger or anything else you
want. !o, make a wishI
>heat ,lour, #dible %efined -ydrogenated ?egetable ;ils C&alm ;ilE !oya Bean
;ilE (otton !eed ;ilE &alm 8ernel ;il And !esame ;ilD, !ugar, Heavening Agents
CAmmounium Bi5(arbonate $ !odium Bi5(arbonateD, Iodised !alt, Invert !yrup, Hi.uid
'lucose, !kim <ilk &owder, Keast, &ermitted #mulsifiers C !odium !tearoy *505
HactylateD, <alt, &apain, !oya Hecithin, Hactic Acid, "ough (onditioners C!odium <eta
Bi !ulphiteD, &rotease #n)ymes, (ontains Added ,lavours.
*3
lassic ream Elaichi 1iscuits:
(lassic (ream #laichi biscuit is tradition e+perience of elaichi and finest flour, Its
crisp and freshness will give you every reason to have it. !o, try the authentic taste of
elaichi.
Available in
65gm, & 130gm packs
>heat ,lour, !ugar, #dible %efined -ydrogenated ?egetable ;ils C&alm
;ilE !oya Bean ;ilE (otton !eed ;il And !esame ;ilD, Invert !yrup, Hi.uid
'lucose, !kim <ilk &owder, Heavening Agents CAmmounium Bi5(arbonate $
!odium Bi5(arbonateD, &ermitted #mulsifiers C'lycerly <ono !tearateD, Iodised
!alt, !oya Hecithin, "ough (onditioners C!odium <eta Bi !ulphiteD, (ontains
&ermitted !ynthetic ,ood (olors, Tatra)ine, C, " $ ( Kellow =o. 2, #ec !erial
=o. #*90, H L 'ebbs0, (i ,ood Kellow (i =o. *3*9D, And Added =atural
,lavour C(ardamom ;ilD.
09
1ig 1oss "ilk 1iscuits
&riyagold/s Big Boss with milk is enriched with the healthy combination
of ?itamins, Iron and (alcium which are necessary for the total health which
leads to a perfect growth. Baked to stay (risp and ,resh for long. !o, have it to
believe it.
>heat ,lour, !ugar, #dible %efined -ydrogenated
?egetable ;ils C&alm oilE!oya bean ;ilE(otton seed oil
and !esame oilD, Hi.uid 'lucose, Invert !yrup,
!weetened (ondensed <ilk, Heavening Agents
CAmmonium Bi (arbonate $ !odium BicarbonateD,
Iodi)ed !alt, &ermitted #mulsifiers C!odium !tearoy *5
05HactylateD, "ough (onditioners C!odium <eta Bi
!ulphiteD, (ontains Added ,lavors.
0*
G54/ P)&S
00
lassic ream ,range 1iscuits:
(lassic (ream ;range biscuit will overwhelm you, as it has tangy orange classic cream
pasted between fresh flour made crispy biscuits. !o, tickle your taste buds for the best.
>heat ,lour, !ugar, #dible %efined
-ydrogenated ?egetable ;ils C&alm ;ilE !oya Bean ;ilE (otton !eed ;il And !esame ;ilD,
Invert !yrup, Hi.uid 'lucose, !kim <ilk &owder, Heavening Agents CAmmounium Bi5
(arbonate $ !odium Bi5(arbonateD, &ermitted #mulsifiers C'lycerly <ono !tearateD, !oya
Hecithin, "ough (onditioners C!odium <eta Bi !ulphiteD, (ontains &ermitted !ynthetic
,ood (olor CID Tatra)ine, C, " $ ( Kellow =o. 2, #ec !erial =o. #*90, H L 'ebbs0, (i ,ood
Kellow (i =o. *3*9D CIiD &onceau % C(i ,ood %ed 6, H L %ot =o. , (occine =ouvelle,
(ochineal %ed A, #ec !erial =o. # 5 .*0D, And Added =atural ,lavour C;range ;ilD.
01
1utter 1ite 1adam Pista:
Butter Bite Badam &ista brings to you, the real taste and traditional .ualities of Badam5
&ista added with great buttery taste. !o, all you taste lovers, empower yourself.
>heat flour, #dible %efined
hydrogenated vegetable oils
C&alm oilE !oya bean ;ilE
cottonseed oil and sesame oilD,
!ugar, !weetened (ondensed
<ilk, Butter, "esiccated (oconut &owder, Invert !yrup, Hi.uid 'lucose, &istachio,
Almond =uts, Heavening Agents CAmmonium Bi5carbonate $ !odium Bi5(arbonateD,
&rocessed (heese, Iodi)ed !alt, "ough (onditioners C!odium <eta Bi !ulphiteD,
(ontains added flavors CButterD.
1utter 1ite Premium 1iscuits:
&riyagold/s Butter Bite &remium will fill you with a buttery e+perience with
crispy $ fresh taste. It/s a combination of pure butter and fresh flour to give you perfect
health. >heat flour, #dible %efined
hydrogenated vegetable oils C&alm
oilE !oya bean ;ilE cottonseed oil
and sesame oilD, !ugar, !weetened
(ondensed <ilk, Butter, "esiccated
(oconut &owder, Invert !yrup, Hi.uid 'lucose, &istachio, Almond =uts, Heavening
0
Agents CAmmonium Bi5carbonate $ !odium Bi5(arbonateD, &rocessed (heese, Iodi)ed
!alt, "ough (onditioners C!odium <eta Bi !ulphiteD, (ontains added flavors CButterD.
hatpatta Beera 1iscuits:
This crunchy, crisp and fresh (hatpatta Jeera will make you to munch everytime you
need to have something light and tasty. (hatpatta Jeera with flavour of )eera, leaves a
taste which you will want to have again and again.
>heat ,lour, #dible %efined -ydrogenated ?egetable ;ils C&alm ;ilE !oya Bean ;ilE
(otton !eed ;ilE &alm 8ernel ;il And !esame ;ilD, !ugar, Invert !yrup, Hi.uid 'lucose,
Iodised !alt, Heavening Agents CAmmounium Bi5(arbonate $ !odium Bi5(arbonateD,
(umin !eeds, Keast, !weetened (ondensed <ilk, &ermitted #mulsifiers C!odium
02
!tearoy *505 HaclylateD, &apain, "ough (onditioners C!odium <eta Bi !ulphiteD,
(ontains Added ,lavours.
04
,b%ective of the study
*. To study the product, price place, promotion strategy of priyagold biscuit in 'ha)ipur
city.
0. To study of the effect of these strategy on the business of priyagold biscuit at on its
customer.
1. To study the satisfaction $ good will created by priyagold biscuit in gha)ipur city.
. To study the factor plan of marketing strategy priyagold biscuit in gha)ipur city

06
Scope of the study
The term consumer behavior refers to the behavior that consumes display in searching
for, purchasing, using, evaluating and disposing of product and services that they e+pect,
will satisfy their needs. (onsumers are highly comple+ individuals, subject to variety of
psychological and sociological needs apart from their survival needs. =eeds and priorities
of different consumes segment differ drastically.
A brand is a collection of e+periences and associations connected with a service, a
person or any other entity. Brands have become increasingly important components of
culture and the economy, now being described as Bcultural accessories and personal
philosophiesB.
&eople engaged in branding seek to develop or align the e+pectations behind the brand
e+perience Csee also brand promiseD, creating the impression that a brand associated with
a product or service has certain .ualities or characteristics that make it special or uni.ue.
A brand is therefore one of the most valuable elements in an advertising theme, as it
demonstrates what the brand owner is able to offer in the marketplace. The art of creating
and maintaining a brand is called brand management.
(onsumers may look on branding as an important value added aspect of products or
services, as it often serves to denote a certain attractive .uality or characteristic Csee also
0:
brand promiseD. ,rom the perspective of brand owners, branded products or services also
command higher prices. >here two products resemble each other, but one of the products
has no associated branding Csuch as a generic, store5branded productD, people may often
select the more e+pensive branded product on the basis of the .uality of the brand or the
reputation of the brand owner.
In this competitive era, a large number of biscuits brands are available to consumers and
the study e+amines how consumers choose brand between &riyagold.
03
2ESE)20 "E/0,D,.,G7
2ESE)20

A !ystematic search for an answer to a .uestion or solution to problem is
known as %#!#A%(-.
According to 8#%HI='#% defines %#!#A%(- , F A !ystematic , (ontrolled ,
#mpirical and (ritical Investigation of -ypothetical &reposition about &reasumes
%elation among =atural &henomen G.
#<;%K defines %#!#A%(- as F Any ;rgani)ed #n.uiry "esigned and (arried
out to &rovide Information ,or !olving A &roblems G.
0)2)/E25S/5S ,4 2ESE)20 C
+# %esearch is more systematic activity directed towards discovery and the
development and organi)ed body of knowledge.
*# %esearch is based upon observable experience and empirical evidences.
'# %esearch demands accurate observation and description.
3# %esearch re.uires e+pertise.
D# Research involves gathering new data from primary soures, exiting data
for a new purposes.
19
5"P,2/)NE ,4 2ESE)20:
*. %esearch inculcates scientific and inductive thinking and it promotes the
development of logical habits of thinking and organi)ation.
0. The role of research in several field of applied economics , whether related to
business or to the economy as a whole, has greatly increased in modern times.
1. %esearch provides the basis for nearly all government policies in our economics
system.
. %esearch has its special significance solving various operational and planning
problems.
2. %esearch is e.ually important for social scientists in studying social relationships
and in seeking answers to various social problems.
4. %esearch can also be understood keeping in view the following pointsM
A. To professionals in research methodology, research may mean a source of
livelihood.
B. To philosphers and thinkers, research may mean the outlet for new ideas
and insight.
(. To literary men and women, research may mean the development of new
styles and creative work.
". To analyst and intellectuals, research may mean the generali)ations of
new theories.
1*
%esearch is the fountain of knowledge of for the sake of knowledge and an
important source of providing guidelines for solving different business,
governmental , and social problems.
D)/) ,..E/5,N
S,A2ES ,4 D)/)
"ATA are fact , figures , and other relevant material , past and present , serving as
basis for study and analysis.
"ata re.uired for management research can be classified into primary $ secondary
data. The task of data collection begins after a research problem has been defined
and research desinedN plan chalked out.
>hile deciding about the method of data collection to be used for the study. The
researcher should keep in mind two sources of data namely.
a. Primary Data
b. Secondary Data
P25")27 D)/)
The primary data collected directly by researcher from their original
sources. In this case, these are not previously collected.
The primary data are the first-hand data through various method of data
collection-
o ;bservation,
o Ouestionnaire
10
o Interview
o Through schedules
A. ,1SE2$)/5,N :
;bservation is the most direct form of data collection. Usually data is
gathered by observation when it can be gathered accurately only by this
method.
This is effective when data is accessible by observation of facial
e+pression and body language relating to activities, which are repetitive
and fre.uent.
I observed the financial statement and &$H statement of all telecom.
(ompanies which I taken.
B. EAES/5,NN)52 :
Ouestionnaires are preferred in most surveys because they are less
e+pensive. It is instrument for data collection in survey research for large
sample.
Information on fact , attitudes , motivation and knowledge can be
obtained easily. It is being adopted by private individual, research work,
private $ public organi)ation, even also by government.
I distributed .uestionnaires to general people , my family and my faculty.
# 5N/E2$5E- :
Interviews can be used for data collected for data collection for all
segments of population whereas .uestionnaire can be used only with the
11
educated segment. They are the commonest method to get information
on behaviour , attitudes , needs and characteristics of people.
I had seen interview process of telecom companies which I taken.
D. THRO!H "#H$D%$" &
This method of data collection is very much like the collection of data
through .uestionnaire with little difference which lies in the fact that
schedules are being filled in by the enumerators who are specially
appointed for the purpose.
I had also tried my level best to collect the information with the help of
schedules.
SE,ND)27 D)/)
These are sources containing data which are collected previously and
compiled for some purpose. !econdary data are already available.
These sources gives not only published record but also unpublished records
and periodicals.
S)"P.E DES5GN
!ample design is conducted framework and plan for a study that is used
as a guide in collecting and analysis of data.
4E)/A2ES :
*. 't is a plan that specifies the sources and the types of information relevant
to the problem.
1
0. 't is strategy specifying which approach will be used for collection and
analysis of data.
1. 't also involves the time and cost budget.
NEED 4,2 DES5GN5NG :
*. %esearch design makes possible as ma+imum information with minimum
e+penditure of effort, time, $ money
0. >e need research design in advance collecting and analysis of data for
research project.
/7PES ,4 2ESE)20 DES5GN :
*. EFP.,2)/,27 2ESE)20 :
It is known as formulari)e research design.
The main purpose is to formulate more precise investigation. It developed
discoveries of new ideas.
It is based on secondary sources and it is the nature of preliminary research.
*. Hiterature research
0. #+perienced survey
1. (ase study
*# ,N.AS5$E 2ESE)20 :
It provides information that the e+ecutives make used to rational decision.
The provides various alternative and selecting suitable alternatives is done by
descriptive and e+perimentation.
AP Hongitude study
12
BP (ross5 sectional study
S)"P.E : (hen a small part of a given population on specific basis for investigation.
't refers to the techni)ue or the procedure the researcher would adopt in selecting items
for the sample.
S/EPS 5N S)"P.E DES5GN :
Type of universe 5 It is finite.
!ampling unit 5
!eller 5 09
(ustomer 5 49
!ource list 5 from geographical area of 'ha)ipur.
!i)e of sample 5 29 individuals
Budgetary constraint 5 %s.*99
!ampling procedures 5 !imple random sampling
S)"P.5NG :
It is the techni.ue of taking sample. The problem of sampling is to ensures
that the sample is in some sense a fair representation of the underlying
population.
S)"P.5NG "E/0,D :
*. Probability sampling :
In this procedures, one can calculate the likelihood of any
population element being included in the sample.
!imple random sampling.
14
!tratified random sampling.
(luster sampling.
0. Non C probability sampling :
This method have a judgmental element somewhere in the
procedures , and these are not representative of the population.
Ouota sampling.
(onvenience sampling.
Audgment sampling.
*urposive sampling.
16
Data )nalysis ; 5nterpretation
O.*. "o you eat biscuitsQ

S#No# Details 2espondent Percentage
* Kes *99 *99
0 =o 9 9
/otal +(( +((
)nalysis:
;ut of total respondents *997 eat biscuits.
1:
5nterpretation:
,rom the above table researcher has found that ma+imum respondent eat biscuits.
O.0. 'enerally how many times you eat biscuits in dayQ
S#No# Details 2espondent Percentage
* ;ne time 3 3
0 Two time 19 19
1 <any time 4* 4*
/otal +(( +((
13
)nalysis:
;ut of *99 respondents 37 says biscuit use to onetime, 197 two time and 4*7
many time use to biscuit. .
5nterpretation:
,rom the above table researcher has found that ma+imum respondent use to many
time.
9
O.1. "o you use &riyagold biscuitsQ
S#No# Details 2espondent Percentage
* Kes 4* 4*
0 =o 13 13
/otal +(( +((
*
Analysis5
;ut of *99 respondents 4*7 use priyagold biscuit and 137 other brand use.
Interpretation5
,rom the above table researcher has found that ma+imum respondent use to
priyagold biscuit.
0
O.. >hich medium of advertisement persuades you the mostlyQ
S#No# Details 2espondent Percentage
* T? 13 13
0 =ewspaper 0* 0*
1 ,riends *: *:
!elf 00 00
/otal +(( +((
1
)nalysis:
;ut of *99 respondents 137 medium of advertisement persuades, 0*7 newspaper,
*:7 friends and 007 self .
5nterpretation:
,rom the above table researcher has found that ma+imum respondent T.?.
advertisement persuades priyagold biscuit.

O.2. >hich flavor do you like mostlyQ

S#No# Details 2espondent Percentage
* Butter bite 03 03
0 (lassic cream 9 9
1 (=( 1* 1*
/otal +(( +((
2
)nalysis:
;ut of *99 respondents 037 use butter bite biscuit, 97 used (lassic cream and
1*7 use to (=(.
5nterpretation:
,rom the above table researcher has found that ma+imum respondent use to
(lassic cream priyagold biscuit.
4
O.4. "oes presence of a celebrity on advertising influences to buy the productQ

S#No# Details 2espondent Percentage
* Kes 06 06
0 =o 61 61
/otal +(( +((
6
)nalysis:
;ut of *99 respondents 067 yes to the presence of a celebrity on advertising
influences to buy the product, 617 no.
5nterpretation:
,rom the above table researcher has found that ma+imum respondent celebrity on
advertising influences to buy the product.
:
O.6. Are you always in search for discounts on salesQ
S# No# Details 2espondent Percentage
* Kes 46 46
0 =o 11 11
/otal +(( +((
3
)nalysis:
;ut of *99 respondents 467 always in search for discounts on sales $ 117 no.
5nterpretation:
,rom the above table researcher has found that ma+imum respondent for search in
discounts on sales.
29
O.:.Are you satisfied regarding tasteQ
S# No# Details 2espondent Percentage
* Kes 6: 6:
0 =o 00 00
/otal +(( +((

2*
)nalysis:
;ut of *99 respondents 6:7 satisfied regarding taste $ 007 not satisfied
regarding taste
.
5nterpretation:
,rom the above table researcher has found that ma+imum respondent for
satisfied regarding taste.
.
20
O.3. Are you satisfied regarding priceQ
S# No# Details 2espondent Percentage
* Kes :9 :9
0 =o 09 09
/otal +(( +((
21
)nalysis:
;ut of *99 respondents :97 satisfied regarding price $ 097 not satisfied
regarding price.
.
5nterpretation:
,rom the above table researcher has found that ma+imum respondent for
satisfied regarding price.
2
O.*9. Are you satisfied regarding packagingQ
S# No# Details 2espondent Percentage
* Kes :3 :3
0 =o ** **
/otal +(( +((
22
)nalysis:
;ut of *99 respondents :37 satisfied regarding packaging $ **7 not satisfied
regarding packaging.
.
5nterpretation:
,rom the above table researcher has found that ma+imum respondent for
satisfied regarding packaging.
24
O.**.In your opinion &riyagold stands with competitor brands asR
S# No# Details 2espondent Percentage
*
Ahead them
6 6
0
Hess them
09 09
1
>ith them
11 11
/otal +(( +((
26
)nalysis:
;ut of *99 respondents 67 Ahead them opinion &riyagold stands with other
competitor brands, 097 Hess them $ 117 with them.
.
5nterpretation:
,rom the above table researcher has found that ma+imum respondent for opinion
&riyagold stands with competitor brands.
2:
O.*0. >hat is the availability of &riyagold biscuits in the retails shope as well as in
agencyQ
S# No# Details 2espondent Percentage
*
&roper available
66 66
0
Hess available
09 09
1
=on available
1 1
/otal +(( +((
23
)nalysis:
;ut of *99 respondents 667 &roper available, 097 Hess available $ 17 =on
available for the availability of &riyagold biscuits in the retails shope as well as in
agency.
5nterpretation:
,rom the above table researcher has found that ma+imum respondent for
availability of &riyagold biscuits in the retails shope as well as in agency.
49
O.*1.If you choose &riyagold
-AO !# <AA='; does this statement really match with your feeling after its use.

S# No# Details 2espondent Percentage
*
Kes
46 46
0
=o
11 11
/otal +(( +((
)nalysis:
4*
;ut of *99 respondents 467 -AO !# <AA='; does this statement really match
with your feeling after its use $ no 117Q
5nterpretation:
,rom the above table researcher has found that ma+imum respondent for -AO !#
<AA='; does this statement really match with your feeling after its use.
40
4inding
4inding
41
;ut of total respondents *997 eat biscuits.
;ut of *99 respondents 37 says biscuit use to onetime, 197 two time and 4*7 many time
use to biscuit. .
;ut of *99 respondents 4*7 use priyagold biscuit and 137 other brand use.
;ut of *99 respondents 137 medium of advertisement persuades, 0*7 newspaper, *:7
friends and 007 self .
;ut of *99 respondents 037 use butter bite biscuit, 97 used (lassic cream and 1*7 use to
(=(.
;ut of *99 respondents 067 yes to the presence of a celebrity on advertising influences to
buy the product, 617 no.
;ut of *99 respondents 467 always in search for discounts on sales $ 117 no.
;ut of *99 respondents 6:7 satisfied regarding taste $ 007 not satisfied regarding taste
;ut of *99 respondents :97 satisfied regarding price $ 097 not satisfied regarding price.
;ut of *99 respondents :37 satisfied regarding packaging $ **7 not satisfied regarding
packaging.
;ut of *99 respondents 67 Ahead them opinion &riyagold stands with other competitor
brands, 097 Hess them $ 117 with them.
;ut of *99 respondents 667 &roper available, 097 Hess available $ 17 =on available for
the availability of &riyagold biscuits in the retails shope as well as in agency.
;ut of *99 respondents 467 -AO !# <AA='; does this statement really match with your
feeling after its use $ no 117Q
Suggestion and onclusion
4
*. Introduction of new product line by the e+isting brand image may help to satisfy the
e+pectation of new variety seekers.
0. Advertisement is necessary for awareness but taste and .uality should maintain
because the taste is the biggest criteria for purchasing biscuits.
1. (hildren play the part of major influence in purchasing decision of biscuits. ,or
attracting those advertisement should be focused on the wants, needs and pleasure of
children.
. (onduction of competition among children will definitely improve the e+isting sale.
2. Introduction of hygienic and attractive packaging without increasing the price may
attract more consumers.
4. &rice is also a major factor for changing purchase behavior. !o e+pensive biscuits
should be introduced in small packets.
6. Availability is also a major factor which is affecting the sales of biscuits. !mall packs
should be available in small shops.
42
44
2ecommendation
2ecommendation
46
Recommendation refers to the outcome of the research work done and the suggestions
for implementation i.e. findings.
*. It is suggested that manufacturer should make all efforts to control cost.
0. The company should improve the .uality of the product.
1. &rovide various schemes which attract the customers.
. Brand preference should be created through feel good publicity.
2. <arket strategy should fallow the discount schemes.
4:
.5"5/)/5,NS
.5"5/)/5,NS
43
/here are some limitations in this research pro%ect reportG these
limitations are as follo<sH:
Time limitation.
#+penditure on research.
Area of survey is limited.
<ostly respondents are biased with their view at the time of
survey.
69
Euestionnaire
Euestionnaire
6*
7our respondent <ill be used kept confidential and <ill be used for academic
purposes only, for the completion of 2esearch 2eport# 5, Gyanendra Nath Singh o<n a
deep sense of gratitude for your cooperation and support#

=ameRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR
AgeRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR...
'enderRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR.
IncomeRRRRRR.Area C<ohalla $ (ityDRRRRRRRRRRRRRRRRRRR...
O.*. "o you eat biscuitsQ
CaD Kes C D CbD =o C D
O.0. 'enerally how many times you eat biscuits in dayQ
60
CaD ;ne time C D CbD Two time C D
CcD <any time C D
O.1. "o you use &riyagold biscuitsQ
CaD Kes C D CbD =o C D
O.. >hich medium of advertisement persuades you the mostlyQ
CaD T? C D CbD =ewspaper C D
CcD ,riends C D CdD !elf C D
O.2. >hich flavor do you like mostlyQ
CaD Butter bite C D CbD (lassic cream C D
CcD (=( C D
O.4. "oes presence of a celebrity on advertising influences to buy the productQ
CaD Kes C D CbD =o C D
O.6. Are you always in search for discounts on salesQ
CaD Kes C D CbD =o C D
O.:.Are you satisfied regarding tasteQ
CaD Kes C D CbD =o C D
O.3. Are you satisfied regarding priceQ
CaD Kes C D CbD =o C D
O.*9. Are you satisfied regarding packagingQ
CaD Kes C D CbD =o C D
O.**.In your opinion &riyagold stands with competitor brands asR
CaD Ahead them C D CbD Hess them C D
CcD >ith them C D
61
O.*0. >hat is the availability of &riyagold biscuits in the retails shope as well as in
agencyQ
CaD &roper available C D CbD Hess available C D
CcD=on available C D
O.*1.If you choose &riyagold
-AO !# <AA='; does this statement realy match with your feeling after its use
CaD Kes C D CbD =o C D
O.*. "o you need to launch any other tast of &riyagold if yes provide any suggestion
RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR
RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR
RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR
RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR
RRRR
6
1ibliography
1ibliography
1ooks ; "agazine
62
News Papers
Magazines
Indian journal of marketing
Marketing Management by Philip Kotlar
Research Methodology
-eb:sites
www. priyagold.com
www. google. com
64